“Here’s what I’ve got.” Joe said, as he held out his product to me. It wasn’t just a product though. This was something that had consumed him and five figures of his hard earned cash for months.
The market research he’d taken as a green light to get going a year earlier hadn’t paid off.

Joe had inventory and no buyers. His potential customers had evaporated and by now he was desperate to convince them. Knowing that people didn’t want what he was selling didn’t make it any easier for Joe to regroup.

It was easier for him to contemplate shifting the worldview of an entire market than to change his own.

The truth is it’s not always the market that needs to shift it’s thinking. Sometimes it’s you.

Your biggest obstacle might be closer to home than you think.

Image by Oliver Frank.