e Chapter 20 e Stirring the Pot When You're the Pot Keeping yourself committed ometimes our most challenging target audience, or "pot," is ourselves. I see it all the time with my customers. An owner will say that he wants to make things happen in his business, but when it really comes down to it, he's not comfortable stirring things up. He is sincere in his wishes, but when it's time to make a decision or take action, he's nervous, reserved, even para- lyzed. He will spout logical reasons why derailment of his marketing plan is justified, but they won't be the real ones. I'll watch him fidget as he grumbles about budgets and busy work schedules, but I'll know. I've seen it a hundred times. Hey, I'm a business owner myself. I share the same worries and con- S