I remember when I bought my hard guitar case. It was a relatively new/unique design, that’s less common. Even now, I rarely see people use it. But it’s lighter than normal hard cases, with just as much protection.

When I first bought the case, the store owner demonstrated the case to me. How? He used one of his own store guitars, put it in the case and tossed it on the floor. Literally. Practically like how the airline people tend to toss luggages. And the guitar was perfectly fine.

That one demonstration went really far in my decision to buy that case. The fact that the store owner was willing to risk one of his own guitars to demonstrate the case (which was cheaper than the guitar, definitely) showed how much he believed in it. And it made me believe too.

Would you be willing to take that kind of risk for your product? How much do you believe in your product? How much would you risk for it? (For those thinking about your personal brands, substitute “product” with “beliefs”.)

Because if you don’t believe in it enough to take the risk, and believe in your product, your customers are much less likely to either.