It’s not about IF, it’s about WHEN

It was late 2021, when the world was just beginning to emerge from the grip of COVID. I was in Hyderabad, with an entrepreneur friend—someone 10 years ahead in the game. We were discussing dreams, starting up, taking risks, and fear of failure. That’s when he casually said something that still drives me every day -

“Ajay, the biggest shift in my life happened when I stopped thinking IF things would work out… and started thinking WHEN they would…”

That line hit me hard. Until then, my language and mindset was filled with IFs:

IF this pitch works out…

IF I hit that revenue mark…

IF our UAE plans work out…

It was subconscious but dangerous for me as a Founder. As IF gave me a backdoor to retreat.

IF meant Hesitation. Doubt. Dreaming with Conditions. 

That one conversation flipped a switch in me. I realized -

It’s not about IF, it’s about WHEN.

When you flip switch from IF to WHEN, your posture changes. You move from hoping to planning, from reacting to acting, from fear to faith. I started speaking—and thinking—in WHENs. It wasn’t easy but I made this gradual shift.

This simple shift forced me to plan better, lead better, and delegate better. 

Why does this work?

Because WHEN builds belief. And belief shapes behavior.

You show up differently when you expect success—when you assume it’s not a matter of if, but just a matter of time.

It’s not just mindset. It’s a self-fulfilling mechanism.It prepares you, pushes you, and positions you for the win.

So next time you catch yourself saying “if I ever…” —STOP. Say “when I do…” — and act accordingly.

That could be the difference between dreaming and achieving. Do you agree?

---- About Ajay Kulkarni ----

Ajay Kulkarni is a passionate marketer and the Co-Founder & CEO of The Go-To Guy!

The Go-To Guy! is a full-service creative and digital agency helping businesses build powerful brands, engaging digital experiences, and scalable growth strategies. From brand storytelling to performance-driven marketing, we partner with companies to transform ideas into impact.