Every business likes to boast of their awards and achievements. They should, it’s a good credibility-booster. It can also be a great PR vehicle.

But awards can grow stale and when they do it’s time to put them away forever.

I recently upgraded my life insurance policy and was instructed to visit a Port-O-Medic facility for my physical check-up. (Interesting that their name suggests a mobile service yet I had to go to them.)

After I checked in I sat in the lobby browsing through a 2001 edition of Family Circle waiting to be called in by the nurse. I looked up and noticed a prominently displayed arrangement of award plaques on the wall. As I am always interested in businesses that succeed, I got up and walked over to take a look. They all had a reference to, “Outstanding Branch of the Year”. I was mildly impressed.

But then I noticed the date of the awards: 1992. That’s was 15 years ago!

Immediately, I wondered what’s taken them so long to repeat that accomplishment. I had to wonder what the heck was going on in that branch. It got me a little nervous about what I would find behind the door. That stale award had an instantly negative impact on my view of their business.

So, go ahead and brag about your business accomplishments. But take a look at the dates. If your only accomplishments worth bragging about date back more than a couple years or so I suggest you to two things: First, stop bragging about them and put the plaques and certificates in storage, because now it’s old news. Second, go do something worth bragging about again. It’s about time.

Everyday we receive hundreds of applications from entrepreneurs seeking guidance for their startup.

Here’s a summary of an application that recently came through:

Current Occupation: School Teacher

Current Income: $37,000 per year

Business Experience: None

Business Idea: I want to sell something online

Financial Goals: I want to make $500,000 in the next year

I guess with all of the infomercial and sales letter hype that’s out there promising immediate financial rewards, it’s hard to blame him for his unrealistic expectations.

Look, the great thing about entrepreneurship is that, in fact, a school teacher making $37,000 a year can go out there and start their own company and make $500,000 a year. It absolutely can happen. It happens all the time, actually.

But it won’t happen in a few months. It will probably take many years. And that’s ok, because the journey can and should be invigorating and enjoyable.

In regard to the time required for success, John Jantsch of Duct Tape Marketing summed this up recently. He said, “I know you need the quick fix, you want the result now, you need the hot new thing. Ask yourself this question–How long do you plan to be in business? If it’s more than a year…start planting seeds for your long-term growth by investing in foundational marketing practices that may take time to bare fruit, but ultimately produce the greatest returns.”

(He then explains the Foundation 3C’s of Marketing that require a long-term commitment, but lay the foundation of long-term business success.)

I think you should definitely go for those big, daring goals that excite you. But if those goals include making large amounts of money and being in business for the long-term; then expect a 3 to 5 year investment of sweat and discovery.

Just decide in the beginning to enjoy every day of the journey. It’s well worth it.

Check out these great posts for more information about this topic:

Anxieties of Waiting to be Successful

An Overnight Success

Setting Realistic Goals for Your Online Business

Success and Setting Goals