Why the Dream 100 May Be One of the Hardest Things You Do in Business

Simple, but not easy.

Isn’t it funny how many things in business — and in life — can be described that way? Getting fit, for example; we all know that if we want to get fit, we have to make exercise a priority and do it regularly. Simple! Yet if you’ve ever tried to start a new exercise routine (especially after not doing any for a while), you know it’s not easy.

The Dream 100 technique we’ve been talking about for the past few weeks falls squarely into this category.

The concept is simple: make a list of 100 people you most want to work with, have as customers, or partner with as affiliates and then create meaningful relationships with those people in service of that goal.


But if working with thousands of women business owners over the years has taught me anything, it’s that while this concept may be simple, for many of you, it won’t be easy.

The reason can be summed up in one word: mindset.

Before we get into that, have you downloaded your 4 week Dream 100 Challenge yet? Click here to grab it now, and I’ll give you the tools to really master it in the rest of this article.

The 3 mindset pitfalls of the Dream 100

According to my own anecdotal experience working with entrepreneurs, there are three main pitfalls I predict people will encounter when they get down to doing the work of building their Dream 100:

  1. They won’t put their real dream people on their list because they’re worried about hearing “no.” (Or they’ll make a dream list and never act on it.)
  2. They will give up too easily when they don’t get a “yes” right away.
  3. They won’t put in the time and effort required to get to a “yes” from all their dream contacts.

And none of these things is about a lack of talent or worthiness or luck — it’s all about mindset.  Let’s look at them one at a time.

Pitfall No. 1 — “Who am I?” syndrome

If I had to make a bet, I’d wager that a large percentage of people (especially women) who decide to try the Dream 100 technique won’t get past the first step.

That’s because the first step in the Dream 100 is to make a list of 100 people you want to reach out to, whether they are potentially ideal customers or people you want to help promote and sell your product.

And once we start listing out those people we would love to have a business relationship with, our good old ego starts creeping into the conversation and saying things like…

  • Who am I to think they would want to do business with me?
  • Why would they ever want to promote my business?
  • What do I have to offer them in a relationship?

I understand this. We all feel this kind of doubt at times, especially when our Dream list might include people we consider to be more famous, more successful, or more experienced than we are.

But you must dream big!

The whole point of this exercise is to dream — it’s in the name! If you stop at people who are your contemporaries, or never get past making the list because you’re afraid the people will say no, you’re missing the point.

Pitfall No. 2 — “I don’t want to bother them.”

Of course some people will dream big, make their list, and even get past the first stage of liking and following those people on social media.

And then they’ll procrastinate sending an email that makes their ask.

Or, maybe they get as far as sending the first email, but when they don’t hear back, they give up.

“I don’t want to bother them,” they’ll say.

You must have dogged determination to succeed.

Unless someone specifically replies with, “Absolutely not. Never contact me again,” you have to keep trying.

For some people on your list, some asks, this could take weeks. Or months.  Or years

But that’s OK if you’ve decided that you’re totally committed to winning the people on your list.

Which brings us to pitfall No. 3…

Pitfall No. 3 — “I don’t have time.”

After the initial excitement wears off, it’s highly likely that your enthusiasm for this work (and make no mistake — it is hard work!) will start to wan.

In the famous division of priorities, this kind of work falls into the “important but not urgent” quadrant. And it’s highly likely that more “urgent” tasks will come onto your to do list and threaten to push “nurture my Dream 100” right off the list entirely.

You must plan and make time to nurture your Dream 100 list.

That might mean you need to get help for this work. More likely, however, it means that you need to delegate other work you’re doing now so that you have the time and space to do the important work, like nurturing these relationships.

Now that you’re prepared, you can succeed

Of course, now that you understand the mindsets you need to have (and to avoid) when it comes to building your Dream 100 project, you’re set up to succeed!

Be sure to download our 4 Week Dream 100 Challenge, which will give you a kickstart and introduce you to the first steps of the Dream 100 process. But if you want more details and more support, consider joining Business Class to access the entire Dream 100 Destination Guide, which includes many more tips, tricks, and tools to make your race to 100 that much faster.


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