The Time Is Never Right
Perpetual inaction is not a growth strategy
Famed author and Nobel Prize winner, Doris Lessing is a seemingly forgotten name in the history of feminism and race relations. The ‘Golden Notebook’ is arguably her most famous piece of work and probably the most representative of her topical interests.
I revisited her work as part of a 2025 commitment to read more than I have in previous years. This quote really stuck out to me amidst a more volatile environment than has ever existed for people and their careers, and business growth.
“Whatever you're meant to do, do it now. The conditions are always impossible.”
― Doris Lessing
Social Media, Artificial Intelligence, quiet quitting, the gig economy, the return to office tug of war, generation workforce preferences, and a million other variables keep many people and companies in a perpetual state of paralysis.
Lessing’s quote is a stark reminder of how often we delay taking action, not because we lack desire or skill, but because we’re waiting for the “right” time, the “perfect” conditions. Here’s the kicker: those conditions will never exist—not in life, not in our careers, and certainly not in business.
In the world of marketing, I’ve seen countless brands wrestle with this. Teams delay launching campaigns, refining their narratives, or diving into untapped markets because the stars aren’t perfectly aligned. Maybe it’s a shaky economy. Maybe they’re waiting for more data, better tools, or a competitor’s move to signal the “perfect” moment. And individuals? We’re just as guilty—holding off on career moves, creative projects, or personal growth until we feel ready. Spoiler alert: ready is a mirage.
Let’s talk about careers first. Many of us are caught in what I call the “myth of readiness.” We believe we need more experience, another degree, or a bit more polish before we’re “qualified” to take the next step. But here’s the truth: growth comes from action, not preparation. The best careers are built by people who say yes to imperfect opportunities and figure out the rest as they go. It’s messy, sure. But it’s where the magic happens.
Now, let’s shift to businesses and their stories. Every brand has a story to tell, a narrative that sets them apart. But so many organizations hesitate to share theirs because they’re not sure it’s polished enough, compelling enough, or aligned with what the competition is doing. They keep tinkering and tweaking, waiting for the narrative to feel bulletproof. But storytelling isn’t about perfection. It’s about connection. Waiting too long risks irrelevance. The market moves fast, and brands that hesitate get left behind.
What can we learn from Lessing’s quote? Action beats inaction every time. The conditions—whether they’re economic, personal, or market-driven—are always going to feel impossible. But impossibility isn’t a stop sign; it’s an invitation to innovate, to adapt, and to move forward anyway.
For the individual, this means making that career pivot, launching that side hustle, or speaking up in the next meeting. For the brand, it means embracing your story—warts and all—and sharing it boldly with the world. No, it won’t be perfect. But perfection isn’t what connects us. Vulnerability, authenticity, and action do.
So, here’s the challenge: What have you been putting off? What’s the story you haven’t told, the move you haven’t made, the risk you haven’t taken? The conditions aren’t perfect, and they never will be. Do it now. Tell it now. Start now. Because in the end, Lessing was right: the impossible is where we’re meant to begin.