If there is one thing I’ve learned about business, it’s this. Getting someone to do something for you is all about eliminating their fears. Naturally we are risk averse animals. Which means we are constantly analyzing our situation to make sure we do not fail.
The reality is, a majority of the world is based on the crystal ball business – meaning you pay me in order to expect something to happen in the future. In some cases this is 1 hour, in others this is 10 years. The longer the time frame, the more fear is associated with it.