---
title: It's Never Too Late
description: Two-thirds through my presentation, one of the CEOs commented, in exasperation, that he wished he knew what I was talking about three years ago, before he starting falling into the commoditization trap.
---

![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png)

Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework

![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png)

HubSpot's Most Trusted Partner for Complex Implementations

![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png)

HubSpot Certified App Partner

![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png)

Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework

![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png)

HubSpot's Most Trusted Partner for Complex Implementations

![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png)

HubSpot Certified App Partner

![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png)

Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework

![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png)

HubSpot's Most Trusted Partner for Complex Implementations

![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png)

HubSpot Certified App Partner

![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png)

Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework

![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png)

HubSpot's Most Trusted Partner for Complex Implementations

![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png)

HubSpot Certified App Partner

# It's Never Too Late

[ Doug Davidoff ](https://www.liftenablement.com/blog/author/doug-davidoff)  Mar 4, 2011 2:58:23 AM

I was speaking to a great group of CEOs in Eau Claire today. Two-thirds through my presentation, one of the CEOs commented, in exasperation, that he wished he knew what I was talking about three years ago, before he starting falling into the commoditization trap.

He talked about the decisions and strategies that he was pursuing that he wished he hadn't. I responded, "It's never too late."

- It's never too late to:  
- Build a great company.   
- Put customers first.  
- Truly engage with you customers and prospects.  
- Create value in your sales efforts.  
- Follow and engage in your passion.  
- Change.

All it takes is a decision - your decision. So stop making excuses and get to it.

[Inbound Marketing](https://www.liftenablement.com/blog/topic/inbound-marketing), [B2B Sales Strategy](https://www.liftenablement.com/blog/topic/b2b-sales-strategy)

## Read On

[![](https://www.liftenablement.com/hs-fs/file-1760220220-jpg/images/oh-shit-moment.jpg?width=352&name=oh-shit-moment.jpg) ](https://www.liftenablement.com/blog/shorten-the-b2b-sales-cycle-by-teaching-to-the-oh-sht-moment)

### [Shorten The B2B Sales Cycle By Teaching to The Oh Sh&t! Moment](https://www.liftenablement.com/blog/shorten-the-b2b-sales-cycle-by-teaching-to-the-oh-sht-moment)

 From always be closing to always be helping. Thought Leadership. Teaching point of view. These are...

### [The Three Levels of Value](https://www.liftenablement.com/blog/the-three-levels-of-value)

 My experience working with fast-growth companies has taught me that there are three levels of value...

### [The Trouble With Competition](https://www.liftenablement.com/blog/the-trouble-with-competition)

 The trouble with competitive analysis is that, often, the end result is that you define yourself by...