Let me ask you a question. Your son or daughter is a basketball player. There's only one problem - he or she is short. Being a short basketball player is a big limitation. Speed, coordination, stamina, and the rest are surely other potential limitations. But, if you're short, basketball is not a smart sport to pursue. What's the best way to overcome this limitation?
Let's just say that you can only do one of three things:
1. Lower the basket. As a result, your kid just magically grew, thus eliminating the limitation. But, have you really removed the limitation? Not really. Everyone else just grew by the same ratio. But, your shot won't be blocked as much. So ...
2. Increase the size of the rim. The basket just got larger so you've minimized the height factor. You've only minimized the height limitation though - it's still there. You can aspire to become the best shooter. Your shot will be blocked quite often though. Therefore ...
3. Change leagues. Put your kid in a league where there's a height limit. In other words, use a limit to remove a limitation. This has it's problems, as well. When your kid re-enters a regular league, s/he won't know how to compete against taller players.
For a startup, overcoming limitations is a key component to winning. Startup marketing faces these decisions every day. You're the shorty. What do you do?
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