Ouch.

There was a moment I thought I had overstepped the mark.

Internally I knew I was right, but the moment those words left my lips and I saw her eyes widen, I thought I had dropped a clanger.

Let me take you back about two and a half years.

I met with a husband and wife team at an event I spoke at, who were launching a new skincare brand. An e-commerce brand with limited marketing investment, but an amazing range and a personal story that would sell in most categories.

I told them what they should be doing (you may remember that some of my background was in launching brands into retail, including health and beauty products).

And yet, about a year later...nothing.

No launch.

No sales.

But huge aspirations still.

Weirdly our paths crossed at another expo where I was delivering a speech on being ahead of your competitors.

They still hadn't moved forward. Fearful of what the outcome could be.

Again I told them what they needed to do and said that the clock was ticking in such a challenging market.

They said that they "got it" and would be starting with their plan the very next day...

And yet. Yep - you guessed it.

I met them again by complete coincidence at an event I was speaking at about four weeks ago.

And still no launch.

Now this frustrates me for several reasons.

1. The product range is amazing.
2. It's price point means that they don't need that many customers to live a good life.
3. The potential for them is to be snapped up by a top brand as a buyout in 12-18 months from launch, if the projections are right.

So I asked her a simple question.

"How does it make you feel?"

Rebecca (the wife) looked at me strangely and asked, "How does what make me feel?"

"The fact that you not launching is actually letting people down."

Instantly her demeanour changed. She looked at the ground, cocked her head and then said,

"Ah, I get it. We just need to get it out there now don't we and stop worrying about how it will go...."

Boom.

It only took me nearly three years to get to the one thing that made her realise the situation and get her to take action.

Tough love I know.

But now, just four weeks later, the product is stocked in 25 local stockists and she is now talking to a major online retailer.

Early days but it's a start.

So who are you letting down by not doing the thing that could be the way you reach your personal and financial goals?

And I'm sorry (not sorry!)

Speak soon!

James