When you start anything in life whether it is a new gym program, fitness facility or even the latest Call of Duty game if you’re into that kind of thing, you’ll often get a bit of a dopamine kick because it’s new and exciting.

This is particularly true of a new business because you put your heart and soul into it and the more effort you expend on the planning and execution, the more you buy into and believe it’s going to be something that changes the world.

The truth on launching it can be very different because 99% of the time, nobody cares.

They don’t really know what you’re talking about.

There is little proof of what it will do for them.

There is no existing community to give them certainty that they are buying into something that is already valued by a lot of people.

The media aren’t interested because it’s probably not a hot topic and if it is, there will probably be other people at the front of the queue to get in front of the cameras and microphones.

Nobody cares except your mum and she doesn’t know what you’re on about either.

I’m not telling you this to put you off but just to reel in your expectations.

Failure in anything is usually down to expectations FAR outweighing reality.

It leaves you feeling dejected and when the reality of how long it’s going to take sets in, the enthusiasm can drain out of you faster than a blood donor at a vampire convention.

The common reaction is to make up some excuse why it’s just not the right time and quit trying.

And there go your dreams in a puff of smoke.

The best advice anyone can give you is like with any goal.

Have an eye on the big prize but put your efforts into consistently nailing the process.

Do it over and over again until you are almost sick of it.

Keep working.

Keep getting your message out even if only five people are listening.

Keep living what you are preaching and when people see what it’s done for you, they are more likely to start  tuning in.

Don’t be upset that nobody cares.

It’s nothing personal.

Be so damn good that eventually everyone turns to hear what you have to say.