Barrier 5:
People think you're something you're not.

When I ran Mintz & Hoke (now Mintz + Hoke) our client, Aetna Insurance, faced a big mindset barrier as they tried to sell math majors on the wonders of an actuarial career. The students thought actuaries were dull nerdy people working in dull nerdy companies.

I recommended a creative strategy that combined humor with shock value to jolt students into seeing a new reality.   

Results.

Typical student reaction: “Who would believe the president would appear with a headline like that. They can’t be that dull and nerdy.” 

Student turnout at Aetna’s actuarial career presentations doubled.