The great British philosopher Bertrand Russell was famous for his pithy observances of life and mans foibles. He was also a great mathematician and his perspective was greatly affected by the certainty and absolutism that is found in the order of numbers and theorems. I have always found that one of his most famous quotes is particularly applicable to the pursuit of invention by aggressive entrepreneurs.

In 1930 Mr. Russell published “The Conquest of Happiness”. One of his most famous quips was, “Of all forms of caution, caution in love is perhaps the most fatal to true happiness”. I first read this line while an impressionable college student in the 1960’s. It always stuck with me, but has evolved into a broader meaning and I have applied it to my professional life, as well as my personal affairs.

The idea that caution is a stumbling block appealed to me on many levels. Love from afar, the schoolboy crush that would probably never be more than a chimera always seemed pointless to me. Ask the young lady out! The most she could say was no. If she said “yes” the adventure could begin and who knew where it might go. If it went nowhere, you might have enjoyed a teaching experience. If the lass was fun; interesting, exciting, then you were rewarded for overcoming the natural impediment to happiness that comes with being cautious.

As my business career evolved to be almost wholly centered on invention, entrepreneurship and marketing new consumer products I have applied Bertrand Russell’s famous observation about caution to my commercial pursuits. As a young entrepreneur, desperate to start my first business, I realized that these words were a wonderful theme for a young entrepreneur to follow. My adaptation is this: “Of all forms of caution, caution in commerce is perhaps the most fatal to business success”.

Cautious inventors, small business persons and entrepreneurs almost always fail.

I do not counsel recklessness as a prescription for success. Quite the contrary, recklessness is worse that over abundant caution. Prudent aggression, with a well constructed plan of attack that can be realistically executed is the antidote to overcoming excess caution. This path is the surest one to success for aspiring new business opportunities.

Caution often leads to paralyzing over analysis. Successful inventors are action people. They know they will be confronted by vexing problems that must be squarely taken on and overcome. They do this with relish. Each problem overcome is taking them one step closer to the ultimate goal, success. One problem down, what do we face next?

My marketing consulting firm reviews hundreds of new ideas and product submissions each year. Some are silly. Some are just unpolished. Some have potential. A few are spectacular. The ideas that we devote the most support and attention too are almost always paired with individuals willing to make a commitment. An unpolished idea with potential can be more interesting than a spectacular idea with an over cautious owner.

Recently we reviewed a green, environmentally sound, beauty product with a natural wellness benefit. The product was spectacular. We were immediately intrigued with 2 things: the amazing benefits that the product embodied, and the fact that the developer had not already fully commercialized this amazing product. Why was this product not on every store shelf in the world?

Our consultation with the creator of this amazing beauty product was most telling. He was in the 15^th year of patent life on this extraordinary item. He was more than cautious, he was afraid of letting go, afraid of success. Over the years he had elicited interest from a number of Companies that could have made him rich and famous beyond his dreams. Sadly, he could not overcome his cautious nature and he will never enjoy commercial, spiritual and personal fulfillment because of this handicap. This is a major waste.

It is a waste not just because he missed out on enjoying the amazing benefits of his creativity. It is a waste because millions of consumers will probably never be able to experience the superior benefits of the product. It is a waste because retailers, wholesalers and international distributors will miss out on sales/profits of this exciting product. Those sales will not be available to support job growth and tax revenues that keep recycling through the economic system and provide opportunities at so many levels of society. Creative agencies and print and electronic media will not enjoy the revenues they would normally generate by providing services to promote the product. Display and point of purchase manufacturers will likewise lose out. Shipping, warehouse and fulfillment firms also will not enjoy the added income stream successful products generate.

I could go on and on. The ripples caused by timid, insecure, cautious indecision are felt throughout the economic system. Everyone loses when real innovation is crippled by paralysis.

I have morphed the original intent of Bertrand Russell’s words. Somehow, I think if Mr. Russell were still with us he would agree that his observance is just as applicable to commerce as romance. In both instances, caution is not conducive to the pursuit and attainment of success and happiness.