Why Thinking BIG is Actually Easier Than Playing it Safe

Mark Zuckerberg says, “Move fast and break stuff.”Most people hear that and think it’s reckless. But here’s what I’ve learned after years in the funeral profession: It’s often easier to do the BIG things than the little things. To think BIG instead of small. To go for the double instead of the incremental 10% bump.And in 2026? Thinking BIG is my focus. It should be yours too.The Paradox of BIG ThinkingWhy is going big actually easier than playing it safe with small, incremental progress?Because BIG ideas are more inspiring. They’re more interesting. They’re more exciting. And they’re far more likely to capture the interest, excitement, and cooperation of others.Right now, I’ve got some massive ideas about completely reshaping how funeral homes and agents sell pre-need. And what I find fascinating is this: these big ideas are actually easier to sell than small tweaks to existing processes.Sure, there are a million reasons to tone them down. Make them smaller. Tighten the scope for “more effective management and control.” More reality.But that’s where most people get stuck—in the crevasse of this dichotomy. When really, what we should be doing is leaping over it entirely. Forget the danger. Forget the risk.Go big or go home.Why It’s Easier to Double Your Business Than Grow it by 10%Here’s the truth: It’s easier to double your pre-need sales than it is to increase them by 10-20%.You just don’t get creative mojo flowing with a small increase. You tend to stick with the same old people, processes, and procrastination that have kept you exactly where you are—no matter how hard you think you’re trying. If you’re trying at all.But when you think BIG? When you shoot for a doubling of your business instead of incremental progress?You stumble upon bigger and better ideas that pull people and processes forward. These ideas have their own gravity. Once you release them, you can’t ignore their force and effect on you.And here’s what most funeral professionals don’t realize: That business is out there. Almost every single time.Two Ways to Start Thinking BIG Right Now1. Ask the Doubling QuestionStart thinking about what would need to happen to double your pre-need program.Not 10% growth. Not 20%. Double.What would that require? Who would you need? What processes would have to change? What partnerships would you need to form?This forces you out of incremental thinking and into transformational thinking.2. Position Your Business Like You’re Selling ItEven if you never plan to sell, start thinking every day about how you would package and justify value inside your business and pre-need program.I know there’s a lot of consolidation happening in the funeral profession right now. Funeral homes often leave it up to hired experts to figure this out. That’s fine.But what I encourage you to do is start thinking about this yourself—because this mindset is useful for your business regardless of whether you ever decide to sell.What Makes a Business Valuable? (And Why You Should Care)Here’s what companies, corporations, and private equity look for when buying businesses. As you read through this list, think about how building these assets would help you and your business grow:* Specialized capability – What can you do that others can’t?* Brand identity & goodwill – This is the one everyone leans on in the funeral industry* Existing products that fit well with the buyer’s portfolio* Distribution channels that complement theirs* Cost savings & profit improvements via absorption* Excellent profit potential if increased capital investment & better management were available* Intellectual properties – I know an owner sitting on five different patents that make his business exponentially more valuable* Product or market exclusives – Do you have something no one else does?* Elimination of costly competition – Sometimes it’s about market consolidation* Management and expertise – Especially YOUR expertise combined with AI* Accelerated entry into a new area of opportunity* A lab rat to experiment with – Sometimes they just want to test new ideasThe Bottom LineMost people limit themselves with small thinking. They play it safe. They go for the 10% increase instead of the transformation.But in my experience? The big leap is actually less risky than you think. Because big ideas attract big momentum. They pull people forward. They create their own gravity.So here’s my challenge to you: What would it take to double your pre-need program in 2026?Stop thinking small. Start thinking BIG.What’s one BIG idea you’ve been sitting on that you’re afraid to pursue? Drop it in the comments. 👇#ThinkBIG #PreNeed #FuneralProfessionals #BusinessGrowth #Leadership #FuneralHomeOwners #Transformation #GoalSetting #2026Goals This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit theashflash.substack.com/subscribe