When you want to be something you can't be.

Marketers are dreamers. We want to be what we want to be and nothing will get in our way except reality. I want to play in the NBA even though I'm too old, too fat and too untalented. Reality.

George Washington once said something like, "See things as they are, not as you want them to be." So if you're a marketer, take a step back. Talk to your customers and potential customers. Tell them what you want to be to them. They'll tell you whether you can get there from where you are. If they tell you you can't, then you either have to change things so you can, or find another way.

Ron Paul wanted to be president, and while he's still technically in the race, he won't be president.