This display at the side of the road definitely caught my eye.

A photo of a wrecked plane with the saying, 'There's no such thing as a perfectly good airplane' at a skydiving business in Texas.

My initial reaction was, “Why in the world would a skydiving company show a picture of a wrecked plane? Why would they remind people of the danger that exists even before you jump out of the plane?”

Looking more closely at what they said, it becomes very obvious why they did it.

Clearly they’ve heard too many times the old saying, “Why would anyone be crazy enough to jump out of a perfectly good airplane?”

In fact, they probably realize that this joke was costing them a significant amount of business. More importantly this joke – like most good humor – included an element of truth and was revealing a more basic, more serious limiting factor to their business: fear.

To them this was not just a joke and it most certainly was not funny. It was a meaningful limiting factor on their business’ potential. So they attacked it head-on. They didn’t go halfway. They made a statement that is impossible to miss – one that’s worth remarking about.

What about you?
What is keeping your prospects from using your service?
What does “everyone” “know” in your market?
Are you willing to attack it head-on? If not, it may forever be a limiting factor.

If you are willing to tackle it, though, you may not only make it over the hurdle – you may become remarkable in the bargain.

It’s worth thinking about.

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