How About "If"

"If." It’s a simple, tiny, two-letter word that packs a punch. This tiny word carries immense power, and a world of possibilities, hopes, fears, and dreams. It's a word that invites us to consider different outcomes, encourages us to think beyond our current circumstances and fuels our imagination of what could be. However, "if" also has a flip side. It’s tricky alter ego can lead us down paths of worry and regret if not managed with thought and intention.

Let’s explore power and audacity of "if" and its impact on our lives.

As an advertising professional and brand marketing strategist, I’ve had the privilege of working with some of the world’s largest and most recognizable brands. I’ve loved being involved in and getting a behind-the-scenes look at the commercials we see on TV. My curiosity has always been piqued by the "why" behind a person's decision to spend their hard-earned money on one product over another and what we can do from an advertising perspective to make a consumer interested in the product we are selling.

But the most intriguing role I’ve held was as the brand marketing manager for the Illinois Lottery.

It was in this role that for the first time I encountered a unique challenge: selling something intangible. Yes, the tickets themselves were tangible, but what we were really selling was the feeling you get between the moment you buy a ticket and the moment you find out if you’ve won (or lost). We were selling that little moment of hope - the feeling of "what if." One of the most inspiring uses of "if" is its ability to spark hope.

The Hopeful "If"

When we say, "If I work hard, I can achieve my dreams," we are setting a goal and fueling our motivation. This hopeful "if" is powerful because it opens doors to possibilities. It encourages us to take action, make plans, and pursue our passions. Studies have shown that people who set goals are significantly more likely to achieve them. According to a study by Dr. Gail Matthews, a psychology professor at Dominican University in California, individuals who write down their goals and share updates with friends are 33% more successful in achieving them compared to those who merely formulate goals in their minds. Me and a couple friends started doing this. We meet a few times a year to check it and I’ve found it helpful to have these accountability partners.

The Thoughtful "If"

"If" can also be a tool for thoughtful consideration. It allows us to weigh different scenarios and make informed decisions. For example, "If I save more money, I can travel next year," helps us to plan and prioritize our actions. This thoughtful use of "if" encourages us to be proactive and strategic, leading to more deliberate and mindful living.

When we use "if" thoughtfully, we engage in a form of mental simulation that can help us prepare for various outcomes. This type of forward-thinking is supported by research in psychology, which suggests that mentally simulating future events can improve our ability to cope with those events when they occur. A study published in the Journal of Experimental Psychology found that individuals who engaged in mental simulation were better able to handle stressful situations and achieve their goals. Someone please tell my husband this, the next time he accuses me of my Virgo over thinking, when I’m simply trying to see a situation from different angles. Lol

The Harmful "If”

Now, "if" can also be a double-edged sword. When misused, it can lead to anxiety and regret. Statements like "If only I had done things differently" or "What if everything goes wrong?" can trap us in a cycle of worry and self-doubt. This negative use of "if" often focuses on things beyond our control, which can be paralyzing and counterproductive. And to my husband’s credit, he’s also had to pull me out of this a time or two, so I understand his point of view.

Research has shown that excessive worry and rumination are linked to various mental health issues, including anxiety and depression. According to the American Psychological Association, chronic worry can lead to a range of physical health problems, including headaches, digestive issues, and weakened immune systems. It’s essential to recognize when "if" is being used in a harmful way and to shift our focus to what we can control and influence.

So, the next time an "if" pops into your mind, ask yourself: is this one opening a door or building a wall? Use the hopeful ones to dream big and the thoughtful ones to plan wisely—but when the harmful ones creep in, remind them who’s in charge (spoiler: it's you) and try to redirect your thinking. After all, life’s greatest adventures often start with a hopeful "what if"... and maybe a little overthinking for good measure.

XO,

BH