You Don’t Need to Be Certain. You Just Need to Begin.

Family businesses often delay bold moves while they wait for clarity. But clarity doesn’t come first—it comes after you act. Seth Godin’s The Practice makes a quiet but powerful argument: stop waiting for guarantees. Whether it’s a product launch, leadership handover, or digital reinvention, the only real mistake is hesitation. The families who thrive are the ones who ship. Even when it’s messy. Even when it’s scary. Especially when it matters.

The Illusion of Guarantees

Family firms are wired for preservation. That’s both their genius and their trap.

Trying to protect the legacy often means stalling change. But as Godin says, “The practice is agnostic about the outcome.”

A bakery delayed launching online. Too many tech fears. Their competitors didn’t wait.

An auto parts supplier held off on process upgrades. They lost clients who didn’t.

The lesson? Perfection is the enemy of momentum.

The Power of Just Showing Up

Godin wrote 7,500 blog posts. Not because each one was perfect. But because the practice was the point.

In a family business, showing up might mean:

Holding that tough conversation about succession when no one wants it.

Checking in with your best customer, especially when things are fine.

Reviewing new directions before you feel ready.

Momentum builds trust. Not just with others. With yourself.

Trust Yourself and the Team That Bears Your Name

Godin talks about the two inner voices:

• The Critic fearful, doubtful, paralysed.

• The Creator hopeful, open, willing.

In family firms, these voices often sound like:

• “Mum wouldn’t have done it like that.”

• “What if this decision damages the family name?”

• “What if we lose the trust we’ve spent decades building?”

But here’s the truth: trust is built through action, not avoidance.

Ship It Before It’s Finished

You don’t have to be proud of the first draft. You just have to send it.

A furniture business delayed launching their sustainable range. It wasn’t perfect.

When they finally shipped it, they discovered customers valued progress over polish.

What matters most? Keeping your word. Not keeping your fears quiet.

Serve Fewer. Serve Better.

Trying to please everyone is the fast track to mediocrity.

Godin recommends focusing on your smallest viable audience. The few who deeply care.

A family-run winery? Prioritise local loyalty over global fame.

A bespoke tailor? Double down on craft, not scale.

Success isn’t about growing fast. It’s about growing right.

Frequently Asked Questions

Q: How do we act without knowing the outcome?

You don’t wait to know. You act to learn. Action clarifies what planning can’t.

Q: What if we damage the brand by rushing?

It’s not about rushing. It’s about testing. Ship a small version. Learn. Then refine.

Q: Can we really afford to take risks in a family firm?

You can’t afford not to. The world won’t wait for you to be ready.

Q: What if we disappoint long-standing clients?

Better to disappoint once with an honest mistake than forever with indecision.

Q: Who decides when it’s ready?

The customer. Not your inner critic.

Take one meaningful step today—because trust grows through action, not caution.

Start small. Review the FAQs. Then do something bold before you're ready.

The practice is the reward. And family businesses thrive when they stop waiting and start leading.