Here's what's new on the Obvious Choice podcast.

Episode 84: You're Over Preparing
Episode 85: Guaranteeing Good Luck

The 10,000 steps rule isn't based on science.

It was a marketing campaign used to sell pedometers by a Japanese company in 1965.

Why 10,000?

Because the Japanese character for 10,000 looks like a man walking.

Steps are valuable. But there's nothing special about 10,000.

The story

As you go about building your business, there are lots of easy tasks, and one hard task.

Easy tasks:

• Setting up a legal corporation,
• Designing a logo,
• Creating content,
• Buying the ‘best’ mic, camera, etc.
• Building a website, and
• Writing down ideas.

Hard task:

• Selling.

I’ve seen a lot more people fail because they didn’t have enough sales, than I’ve seen go under from a lack of a logo.

You know the designations and qualifications that matter; others don’t. Get educated so you can develop a good product or service but don’t expect your education or credentials to help you sell it.

Nothing about your product or service matters if you don’t know what matters to the human buying. Once you know what they want, highlight one thing and tell them why it solves their problem. The easier you make their decision, the more obvious the choice the purchase will be.

Here’s your test: If they feel like they can justify to their spouse why they bought the thing based off of one fact, figure, spec, credential, or aspect of your background, they’ll buy. Just one.

For daily coaching tips, business advice, and fitness inspiration, please follow me on Instagram.

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-Jon