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Ouch.

Imagine you didn’t sleep well and you woke up with a sore left shoulder. You can’t turn to your left. It hurts. You call into work to take a sick day and then you call the Dr. Jackson’s office to schedule an appointment.

Then, with some effort, you make your way to the doctor’s office.

You’re feeling stressed and, it still hurts! You wait a little while, sitting isn’t too bad anyways. You get up and walk into the room. You wait another 5 minutes but you feel a little better because you’re here and the doc will take care of you.

You greet the doctor who is wearing his white overcoat. He asks about why you are here. You explain how you slept normal and, somehow, woke up with a completely stiff shoulder that hurts. Dr. Jackson listens intently and…

Cut

Now imagine, you could stop time here in this moment.

And imagine you had a remote control with which you could choose one of two responses from the doctor:

Dr. Jackson #1: Have him prescribe you a pain-killer. It will take away the immediate pain you’re feeling.

or…

Dr. Jackson #2: Have him prescribe you a week-long food and workout routine. If you follow it, your shoulder will never hurt again.

Which one would you choose?

I for one, know that right now, I want this stupid pain to be gone. It’s hurt all day already, I hauled myself here. First, I want relief so that I can go back home and heal. Yes I know. Healthy food and exercise routine help me long-term. But given the choice, I’ll take the pain-killer.

So, let’s continue the story with option “Dr. Jackson #1.”

Cut

… the doctor gives you a simple pain-killer pill. You take it with a cup of water while still at his office. He also prescribes you an ointment that you have to put on your shoulder for the coming 3 days. He also recommends a simple shoulder-rotating exercise.

You thank him, get the recipe and head out.

The pain-killer kicks in and for the first time today you can move to your left.

You feel better. So much better.

“Thank you Dr. Jackson.”

You swing by the pharmacy, get the ointment. You treat yourself for the next 3 days and actually practice the exercise every day twice.

Your pain is gone and your shoulder feels much better. In fact, the longer you exercise, the better it feels.

And you think to yourself: “If anything ever comes up, you’ll go straight back to Dr. Jackson.”

Entrepreneurs Are Like Dr. Jackson

As entrepreneur I’ve heard the adage of creating a pain-killer many times. Yet, I’ve found that I am susceptible to being Dr. Jackson #2. The one that prescribes the food regimen and weeklong exercises. Instead of the pain-killer.

As a “doctor” I know what you need. I am an expert, so I know that “food” and “exercise” will help you in the long run. While completely ignoring your agony.

This has a lot to do with having an “idea” and the ego-trip that comes with it. The food and exercise regimen is something I want you to want. Because I know you need it.

But you don’t care. At least not right now. Because when you’re in pain, that’s the first thing that I have to solve for you to trust me with any other treatment.

I recognize that it’s important to understand what my customers WANT. And solve for that problem first. Long before moving on to more involved, costly and time-consuming “treatments.”