To to and Not to do. Those are the options.
A few months ago I watched my grandmother get forklifted from her wheelchair to her hospital bed. She was too weak and injured to do it herself.
She grew up in an era where people, women especially, where fitness wasn’t a thing. I'm told she never worked out a day in her life.
Age wore away the little muscle she had. She could barely walk and would fall much too often. Broken knees, ankles, head bumps left her in constant pain and rapidly accelerating memory loss.
Seeing her in this state was devastating.
Imagining myself in her position was terrifying.
It's why I work out most days.
Sure, looking better, feeling better are all nice today things. But the main reason I work out is so that I don't wind up like her.
These are two ways to look at decision making.
There are the benefits of doing. Looking, feeling, and maybe even dating better.
Then there are the costs of not doing. Falling down. Looking old and tubby. Getting injured. Feeling awful. Not getting to have fun. Getting forklifted from place to place so I can rest.
It’s one frame I use to make decisions.
Action = Benefit of doing + Cost of not doing.
Works the same in business.
You can’t afford to not-subscribe.