The answer is not lack of desire.

The answer is not even lack of opportunity.

For many entrepreneurs, the answer is that they are simply not uncomfortable enough to do “whatever it takes” to get over the “hump of average.”

While they desire higher growth and profitability, they’re not willing to risk their current lifestyle in order to make the next big leap.

For some, the thought of risking money and/or time away from family in exchange for the “potential” to grow a more profitable business is just too great, so they stay the course.

Truthfully, if I were to peel the onion another layer, far too many entrepreneurs are squeamish about money.

They see money as evil, and the thought of charging more than their competitors is just too icky and pretentious!

When entrepreneurs refuse to make the connection between their fees and the “transformation” they provide to their customers, they’ll forever be selling “features and benefits” and swatting away objections in hopes a potential customer says yes.

I agree, the “hump of average” belongs on the ash heap of history.

Are you ready to put it there?