Budding entrepreneurs understandably want things to move faster than they typically do. If there were a fast-forward button to success, most would lunge for it instinctively.

But there is a danger in getting too far ahead of oneself. Too many entrepreneurs, in my opinion, are being seduced into thinking the path to fame and fortune is paved with viral videos, digital marketing campaigns and the miracles of social media. I'm here to caution you, however, that the Dollar Shave Clubs of the world are the exception...not the rule.

There is a danger in conflating sales with marketing, or considering them the same function, when really they are distinct activities and requisite skill sets. But there is an equal danger in keeping the functions entirely separate, which is often where both programs (sales and marketing) come up short, with departments at large companies pointing figures and making excuses. There is both an art and science to achieving sales-and-marketing success, if only you can properly identify the obstacles and create manageable workarounds to address them.

Which brings us back to professional services firms

As we approach Q4 2020, there is no better time to reassess where this past year has taken us, and to be more purposeful about how we finish the year—and perhaps look ahead to 2021 with a clearer picture of what we want the future to look like.

Consider this, if we can muster the optimism to do so, the moment at which you regained a degree of control over events, rather than being a victim to circumstances unforeseen and out of one’s control. The time to take charge of your fortunes is now, but it will require not only a shift in mindset, but also an admission of what has changed...some things permanently, and most indefinitely.