Business and Marketing Success – Attitude, Aptitude, Altitude

Attitude matters more than altitude

“Your attitude, not your aptitude, will determine your altitude.”

I absolutely love this Zig Ziglar quote – it gets to the heart of what really matters.

Whether it be in everyday life, health, family, or business, it’s all about your attitude.

According to Simple Psychology, attitude is “a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor” (1)

The structure of attitude consists of three elements:

Affective – I fear having to market my business.
Behavioral – I’ll avoid it.
Cognitive – Marketing changes so quickly, it’s impossible to keep up with.

This is known as the ABC model of attitude.

Now, if you were to change the mindset to:

  • I must market my business
  • I’ll learn what I must to do so
  • I know I can do this – if need be, I’ll outsource what I need help with

Notice the difference in attitude?

There’s been lots of research that has proven that what you think (your belief system) will determine how you act and react. Even what you say can play a factor in your behavior, your health, your family life, and your business success.

This is why attitude is more of a factor in how successful you’ll be (the altitude you reach) than your aptitude (innate or acquired abilities, skill set).

For strategies to help change your mindset to a more positive one, check out:

7 Steps to Writing Success Through Positive Thinking


According to the Washington Times, Hilary Hinton “Zig” Ziglar was “the man of a million motivational maxims.” (2)

He motivated “three generations of American business strviers” and had an international speaking career that spanned 40 years.

Ziglar died in 2012, but his knowledge and motivation lives on through his words of wisdom.



Animation Boosts Content Marketing Results
What is Inbound Marketing? How Do You Use It?
Even Tiny Action Steps Can Produce Huge Results


Get weekly visibility-generating content writing and content marketing tips, and more – right in your inbox. Plus pick up your complimentary gift. Just fill in the box below:

This has been revised from Karen’s article at: