Tuesday Email: The Power of What If

Happy Tuesday!

Every Tuesday I'd like to offer strategies for the week ahead and a thought to fuel your action.

Your brain is lying to you about what's possible.

Right now, as you read this, your neural pathways are following the same worn grooves they've carved for years—like a river that's forgotten it once had the power to reshape mountains. Every "Should I?" you ask tightens those channels. Every assumption you don't question adds another layer of cement.

But here's what separates the top 2% from everyone else: a simple mental switch that transforms your brain from security guard to explorer.

What if?

Those two words just made something shift in your brain. You felt it, didn't you? That subtle loosening, like taking off a tie you didn't realize was too tight.

The Moment Everything Changed

I was sitting in a conference room, watching a consultant present their "foolproof" marketing strategy to us. Every slide screamed certainty: "This will increase conversions by 15%." "Customers always respond to this approach." "We should stick with what works."

My chest tightened with each declaration. Not because the consultant was wrong, but because they were closing doors I couldn't even see yet. Finally, I interrupted: "But what if our customers are changing faster than our assumptions?"

The room went silent. The consultant’s face flushed. In that moment, I realized something that would reshape how I lead: I wasn't just disagreeing with their strategy. I was fighting for a completely different way of seeing the world.

There are two types of people in every room. The "Should Soldiers"—armed with certainty, allergic to maybe. And the "What If Warriors"—those who see possibility where others see settled facts. Most of us lean heavily toward one camp, and the tension between them drives nearly every workplace conflict you've ever witnessed.

The Neuroscience of Possibility

This isn't just a matter of personality—it's a matter of brain architecture. When you ask, "What if?" your brain literally rewires itself. The default mode network lights up like a Christmas tree, sparking creative connections while simultaneously calming your amygdala's fear response. "What if" transforms uncertainty from a threat to a playground.

Compare this to asking, "Should I change careers?" Your brain immediately searches for right and wrong answers, activating stress pathways. But ask, "What if I explored something different?" Suddenly, you're sketching possibilities, not building a legal case.

It's like the difference between a courtroom and an artist's studio. One demands verdicts; the other invites exploration.

The 2% Secret

Boston Consulting Group studied 2,500 companies and found something remarkable: only 2% consistently outperformed peers on both growth and profitability. These companies mastered a seemingly impossible balance—running operations with Swiss-watch precision while maintaining a startup's wild curiosity.

They're mental time travelers, living in two zones simultaneously: feet planted in today's execution, heads exploring tomorrow's possibilities.

The secret? They institutionalized "what if" thinking. While competitors asked, "How do we optimize what we have?" these companies asked, "What if the rules changed tomorrow?"

Your Possibility Practice

Here's the three-step progression that transforms dreamers into achievers:

Why challenges assumptions—it's the demolition crew tearing down limiting beliefs.

What if explores possibilities—the architect sketching dream blueprints.

How focuses on implementation—the construction team making it real.

This isn't about choosing between dreaming and doing. It's about breathing both, like circular breathing, never stopping the flow of either.

The Uncomfortable Truth

Certainty always sounds more elegant than possibility. It's easier to defend "This is how we've always done it" than "What if there's a better way?"

But if the world were truly certain, we'd never have questioned whether humans could fly, whether diseases could be cured, or whether pocket-sized computers could connect the globe.

The future belongs to those who stay comfortable with maybe—who understand that yesterday's impossibility often becomes tomorrow's breakthrough.

What if the thing you're most certain about is the very thing that needs questioning?

The best is ahead!

-Matt