You frequently hear that one common trait among successful entrepreneurs is "speed of implementation." Meaning how fast they can go from getting an idea... to getting something done in the real world.

Obviously, one reason taking action quickly is important is that it gets stuff done faster. It allows you to fail faster, learn faster, re-iterate and try something new faster. Most people who are not successful aren’t successful not because they don’t try hard enough, but because they haven’t tried enough things.

Aside from that though, I think another factor is what I just coined ‘Idea Velocity.’

We just came up with a new business idea a few days ago, and now the challenge is in getting something shipped as fast as we can.

There’s energy in the idea. That excitement... the fire that excitement that awakens within you when you can taste opportunity.

I see it like this: The idea has an inherent speed. A velocity. Its inherent energy propels it forward. Speed of implementation is more about letting it move you forward, and not impeding its momentum... more than it is about forcing yourself into action.

The longer you wait before shipping, the more you’re impeding the idea’s speed. You make it lose momentum until it eventually comes to a standstill. You’ve quenched the flame. The opportunity might still be there, but it will be much harder to get it done without any emotional energy to drive you forward and further.

This is just how my mind works, but I would think most entrepreneurial types can relate.

Sharks

I have now made my way through all but two of the Harry Bosch novels, the crime thriller series by Michael Connelly.

In one of the early books, Harry explains one of the most important things you need to know about homicide investigation.

He says that a homicide investigation is like a shark: it needs to keep moving or it'll drown.

So it is with business and marketing projects. Relentless forward motion is the name of the game. Keep moving at all costs. Or it will sink and die. It is a question of momentum. You need velocity, speed. If you stall, you die.

You will inevitably encounter friction. Things will snag and get complicated. It's your job to keep it moving. Use brute force if necessary.

Making a business work is an ugly business, far removed from most people's ideals of easy passive income and beach recliners.

As a consultant, I have seen more projects fail due to lack of momentum than anything else.

When in doubt, go further.