---
title: What We Need Is Confidence
description: In a market that lacks confidence, buyers seek those who have it.  Now is the time for you to be certain; to live the philosophy.
image: https://www.liftenablement.com/hs-fs/file-359963218-jpg/blog-files/clarity.jpg
---

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# What We Need Is Confidence

[ Doug Davidoff ](https://www.liftenablement.com/blog/author/doug-davidoff)  Aug 8, 2011 5:37:00 PM

![Clarity](https://www.liftenablement.com/hs-fs/file-359963218-jpg/blog-files/clarity.jpg?width=150&name=clarity.jpg "Clarity")I'm not going to lie to you.  The last 10 days have been bad.  Whether the S&P's downgrade of the US government has any real meaningful impact or not, it's both embarrassing and completely confusing.  It's a shot to the gut - for everyone.

The worst thing about it is that it is sapping the confidence in what is already a low-confidence environment.  And the problem is that no one, no company, does anything that matters when they lack confidence.

If you're selling a compelling value proposition to B2B companies, it's a pretty good bet you're asking your prospect/customer to make an important decision - a decision that involves some level of risk.  It's too easy for customers to just put things off, and wait for clarity.

This is where you come in.  In a market that lacks confidence, buyers seek those who have it.  Now is the time for you to be certain; to live the philosophy:

### It's okay to be wrong, just don't be in doubt.

In November 2008 I said, "[Damn the recession - full speed ahead](https://blog.imaginellc.com/fullspeedahead)."

Today, I share the same sentiment.  ***Be the company customers seek out for certainty and confidence - you'll enjoy the result.***

 

## Read On

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