Stop 'Shoulding' Yourself

You keep telling yourself you should do it. 

“I should post more on social media.” 
“I should reach out to sponsors.” 
“I should finally get my merch figured out.” 

And yet… nothing happens. 

Here’s the truth: "should" is just a dressed-up excuse. It makes you feel like you’re making progress when really, you’re just stalling. And if you keep shoulding yourself, you’re never going to get anywhere. 

If you want to grow your racing program, it’s time to stop shoulding and start doing. 

Done Is Better Than Perfect 

Waiting until you have the perfect plan is just another way to avoid taking action. Racers don’t sit on the starting line thinking, I should probably hit the gas now. No—they go. Ready or not. 

Marketing yourself works the same way. 

Not sure what to post? Share a behind-the-scenes moment, a race highlight, or even a quick thought about your weekend. Your fans want to hear from you, even if it’s not groundbreaking. 

Don’t have a fancy sponsorship deck? Send an email and start a conversation. Sponsors don’t invest in PDFs—they invest in people. 

Still tweaking that merch design? Launch something simple and refine it later. If you wait for perfection, you’ll never get a single shirt sold. 

The racers who win in marketing aren’t the ones who do things perfectly. They’re the ones who actually do things. 

Stop Waiting to Feel Like It 

Too many people wait for motivation to strike. They think they need to feel inspired before they take action. But that’s backwards. 

Motivation doesn’t lead to action—action leads to motivation. 

Think about it: Have you ever dragged yourself to the shop, not really feeling it, only to get into a groove once you started wrenching? That’s how marketing works, too. 

The hardest part is getting started. Once you do, momentum takes over. 

Turn “Should” Into “Done” 

Here’s the challenge: take one thing you’ve been saying you should do and do it today. 

Not when you’re ready. Not when you feel like it. Right now. 

Stop shoulding yourself.