Maybe you got into business because you were good at something you wanted to get paid for your skills and knowledge. Maybe you are out to change the world, or maybe you just want enough cash in your account for a beach house or a jet ski. Whatever your motivation, there is likely some part of you that wants – no, needs – to make that work matter. To impact your market and influence your industry.

Here are two pieces of bad news: that applies to everybody, and true success is a marathon, not a sprint. But that doesn’t mean you have to run slow. The best marathon runners can easily outpace an average sprinter. It’s all about perspective, market reality and your choices in the face of those challenges. And it’s also about finding a way to make your work matter. Here are a few ideas to hang your hat on:

Solve a problem. There are issues and problems and difficulties everywhere. Can you find a way to solve that problem in a marketable and profitable way? If so, your business plan is halfway to success. Get the right money and the right people and your odds of success skyrocket.

Focus on what you are doing. One of the biggest temptations all young entrepreneurs face is the sheer expanse of potential and possibility we see when we are young. There’s so much possible out there to attack. So … much … distraction. But if you can focus on an issue you can solve and SOLVE THAT ISSUE you can move on to something else. Just ask Elon Musk and Richard Branson.

Turn personal challenges into marketable options. Chances are,if you’re facing a legitimate problem, so are other people. If there are enough people who have a problem and you can create a solution that has value to them and offers a profit to you – whatever it is – you can be successful. Remember when maps were good enough? Well, did that stop Garmin from succeeding? Not at all … and, guess what, AAA is still out there making maps too.

While no single method can guarantee you will make an indelible mark, these triggers will get you much farther and much closer to the mark than by trying to shift the world on its axis without a lever.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.

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