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The End is Nigh?

Posted On - 10/07/2015 14:21:50

Entering the Awards and losing is not the end of the road. It's not a reason to avoid entering at all. It's the very reason you should and try againWe could end our run on Awards by simply saying:

"Enter – last year's winners say you should."

Or saying "Go on, it only takes 15 minutes."

Or even "You'll never win unless you try."

And while true, these at best sound like clichés and worst like begging.

So we're not doing that – we're going to end differently. The truth is a huge number of businesses do well – are even outstanding – but rarely win anything. Not because they don't compete in Awards – they do. The question is what drives them to carry on if they're not getting anything back? Read on to find out more…


What's the point of entering the Awards? There's no chance of winning

We hear this often. It's what many say when we mention entering. But does it make sense? Well, would there be more reason entering if there were little chance of losing?

Let's think: first, how would we fix the Awards to make this so? Only allow a few entrants? Make sure the opposition's poor? Make the Awards easy? Give them to the highest bidder? OK, let's say we do all this - we fix the Awards so they're easier to win. And you do! You've got what you wanted - everyone's happy.

Really? Are you? How does it feel? Are you proud? Want to show off your trophy and tell others? Well, we'd suggest not. The question is why?


JFK didn't force America to 'go to the moon': he galvanised it to action by rousing its competitive spiritHollow victory

Winning – even taking part in - something easy is pointless. Because winning doesn't work like this.

While it's true athletes love their sport, that devotion isn't what carries them through years of competition between Olympics. They do it because of the challenge. They do it because being able to compete at the level they do is huge reward. It proves they're outstanding and they like that. And the better the competition, the greater the challenge, the bigger the reward.

When these people wish each other "good luck", they're not doing it to be polite, they're doing it because they mean it – they want a good competition. They want the test. They're doing it because it's part of being competitive.


To put it another way

"We choose to go to the moon in this decade and do the other things..."

"...not because they are easy, but because they are hard..."

"...because that goal will serve to organize and measure the best of our energies and skills..."

"...because that challenge is one that we are willing to accept..."

" we are unwilling to postpone..."

"...and one which we intend to win, and the others, too."

John F Kennedy, 1962.

So this stunning rhetoric galvanized the USA behind the space-race. Sure JFK spoke of winning, but what roused the nation was the idea they were about to undertake something unbelievably difficult. That phrase "...not because they are easy, but because they are hard..." is brilliantly inspirational. He (alright, perhaps his speech writers) knew it's not winning that drives people, it's the sense of achievement that comes from overcoming difficulty.

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