Yesterday I was talking to a Roundtable member, Bill, from Colorado. His goal at the beginning of 2011 was 30% growth. He finished the year yesterday at 30.1% growth. He’s in a market where everyone else has lost ground this year, so BRAVO!

He mentioned that he wanted 2012 to bring him some new adventures; a repeat of 2011 wouldn’t be all that inspiring for him. He asked what I thought his 2011 goal should be.

I thought of my current project, the 2012 Ultimate Guide to Google AdWords – editing the 2nd edition to make the 3rd edition.

When I began, I was bored with it. “Gotta go through this thing and fix the stuff that’s out of date. B-o-r-i-n-g.”

Then I realized: Who wants to buy a book like THAT?

Now to be honest, I could do the updates and it would be a perfectly decent, above-average book, and people would buy it, yada yada yada.

But if I just did that, none of the people who bought the earlier versions would ever get excited about the new one.

I also knew if I was bored with it, my boredom would inevitably seep into my writing. It would be stale. Which is an ideal recipe for becoming a “has-been.” People would start to say, “Yeah, Perry’s AdWords stuff used to be really great, then….”

I asked myself a question:

“What would get ME excited about this book?”

Gears began to turn. I realized I have a many new ideas. And some strong opinions. All edgy. For example:

-The Dark Side of Google (we’ve been Mr. Nice Guy in our books; I’ve only taken the gloves off in emails and seminars). This time readers are gonna get it from me straight. If Google doesn’t like it – too bad for them.

-Social Media. My opinions about Social run 180 degrees from the mainstream, with some important jags. I’m adding a chapter on harnessing Social Media and Fanalytix data to feed your AdWords intelligence. It’s 2 years ahead of the curve.

I’m gonna give the Social Media divas a spanking, then give my peeps tasty, meaty morsels they won’t get anywhere else. Plus brand new online bonuses.

-I’m reaching into my archive for a brilliant missive Phil Alexander wrote about Las Vegas and the gambling industry. He shows how the Google industry took exactly the same path. Not at all obvious, but incredibly incisive. Unusual. Edgy.

NOW I’m excited about this book.

Remember, it started with a question: “What would it take for me to get excited about this?”

I asked Bill: “What 2012 goal would YOU get excited about?”

He’ll decide soon, an execute.

That’s what I want YOU to think about today. As we head into New Years Eve, submit that question to your brain and make space for an answer.

What 2012 goal would get YOUR pulse pounding???

Happy New Year!

Perry Marshall

Kick your 2012 business in high gear, in just 48 hours.
4-Man Intensive January 20-21:
http://www.4manIntensive.com/

About the Author

Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.

He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.