Entrepreneurs sure love to discuss the challenges of building and running a business. But there’s one in particular we don’t talk about enough.

For many business owners, it can be ridiculously hard to market their own product or service effectively – for one simple reason…

They are too close to it.

They have been in the industry forever. They know their own product or service inside and out. In their head, they have a predetermined idea of what success looks like, and pursue it with single-minded focus.

Now, you’d think that all of this would help with marketing – but instead, all too often it causes entrepreneurs to make mistakes.