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The advertising industry loves to use a challenge to get us to try their product or service. We frequently see words such as “Take the Taste Test,” or “Give Us 30 Days and You’ll Become a Believer.” I remember this one from Gillette: “Take the SensorExcel Challenge: One shave and we bet you’ll get rid of your disposable razor for good.” Perhaps the most famous challenge ad is this one: “Be All That You Can Be: In The Army.”

We love fun challenges such as problems that stimulate our ingenuity: crossword puzzles and sudoko for example. We enjoy the challenge of improving our skill at games and sports. OK, the love/hate challenge of golf not withstanding.

Ultimately, all our challenges are self-given because it is human nature to want to improve. Pablo Picasso said it best, “I am always doing that which I cannot do, in order that I may learn how to do it.”

The personal challenges we give ourselves create the journey known as life. Enjoy the pitfalls and peaks as they come because as Leo Buscaglia, author and professor, put it most bluntly, “Death is a challenge. It tells us not to waste time.”

I challenge you to heed his advice and get on with the important things in your life.

Robert Evans Wilson, Jr. is an author, humorist and innovation consultant. He works with companies that want to be more competitive and with people who want to think like innovators. For more information, visit http://www.jumpstartyourmeeting.com.

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