Your Partnership With Death

BY: TONY RONCHI

The pursuit of certainty is a partnership with death.

We procrastinate to prove we’re still alive, that time remains in our grasp. It might sound morbid, but the only absolute certainty in life is that we all will die.

The irony? Most people attempt to feel alive by pursuing certainty rather than embracing creativity. They choose the known path over possibility.

But when our final moment arrives, we will face a profound question: Did we truly live, or did we simply try not to die?

This applies directly to business ownership. Every business owner I’ve encountered procrastinates on something. While procrastination feels like losing control, it’s actually rooted in the desire to control — to prove we can choose when to act. To convince ourselves we’ve got more time. 

Life’s great pursuit is creation, and those who are most alive create abundantly. They’ve made peace with their mortality. Those craving certainty forfeit creativity in a futile attempt to deny what cannot be denied.

The proof? If you knew exactly when your last day would come, you wouldn’t live it as you’re living today.

Spend less time believing you have time, and you’ll spend more time creating.

I remind you of your mortality not to remind you of death, but to remind you to be alive.