At the end of Indiana Jones & The Temple of Doom..

Indy & the Nazis he’s racing against arrive at the temple where the Holy Grail’s hidden.

Between them and the prize?

A series of booby-traps.

Donovan (the bad guy) sends two of his goons in first, but after their heads get lopped off, he shoots Indy’s Dad, forcing Indy to go through instead.

Indy (the able rogue that he is) gets past the first two traps…

But then runs into a problem:

The path takes him to the edge of a chasm, 20m wide, which can’t be jumped.

Nevertheless, he sees the path continuing on the other side.

“Impossible,” mutters Indy.

He looks down at his map.

The clue?

“Only with a leap from the Lion’s head will he prove his worth.”

Indy looks up, and sees a statue of a Lion.

Gulp.

It’s a leap of faith.

So after the Dr Jones equivalent of “Oh sh*t”, he puts a hand on his heart, and steps into the abyss.

I love this scene for several reasons. 

But the one that might interest you?

Your prospects go through a similar process to become buyers.

They’re at point A

And they can see the Grail at point B.

But between them is a bottomless chasm which they’re not sure can be crossed.

Your job as a business owner?

Help them get there.

Your product’s the path.

And your marketing’s the map, without which most’ll never take the leap of faith.

The #1 mistake most businesses make?

Thinking your product is The Grail.

It’s not.

It’s the path.