First off, I must say of COURSE I care. I just don’t care about everything.
Here are things I do care about: Doing great work; helping people find their Thing and building a brilliant business doing it; not taking the long scenic route to results; having happy customers; having fun with my family; eating good food; keeping my body in reasonable working order (reasonable = I’ll never be an athlete, but I keep it moving!). I care about a lot of things.
But I also don’t care about other things: I don’t care what people think of my Thing; I don’t care what other people who might be considered competitors are doing with their marketing and message (I might have a look, but I won’t care about it and let it affect what I’m doing); I don’t care about the ‘noise’ in a market, I’ll just sing my own song; I don’t care about saying no if it’s not right (I’ve lived through enough wrong yeses to know this is a good thing to not care about); I won’t care about trying new things and them not working–sometimes it’s simply the only way to find out; I don’t care that I see the world differently to you and an opportunity to me is a threat to you. There are a lot of ‘rules’ that I don’t care about, and so I don’t follow them.
There are some things that clearly make sense to care about, and I’m not suggesting you turn into a selfish so-and-so. But I am saying that, very often, caring a lot less about some things will really help you do your Thing. The delicate art of not caring can do a lot for your business.
Want to talk more about this?