As Kell Brook's promoter, it is Eddie Hearn's job to sell the public on his fight with Gennady Golovkin if they weren't already interested.
In line with those responsibilities, Hearn has to convince and encourage the public to buy Brook's fights and in doing so, he needs to give us a little incentive.
However, there is a limit.
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Hearn was speaking to Sky Sports in the build-up to the big fight at the O2 Arena in London on Saturday this week and he insisted that Special K took the blockbuster fight with Golovkin in order to establish himself as the best pound-for-pound fighter in the world.
"That's why he's taking this fight. The gamble of becoming the No 1 fighter in world, pound-for-pound," Hearn told Sky Sports.
"Golovkin is the No 1 pound-for-pound fighter in the world. Some agree some don't. The majority agree. Therefore if Kell beats him, he's No 1 pound-for-pound fighter in the world.
"That's why we're taking this fight, to make that step, to become that global star. To become a global star, you've got to take risks."
In theory, Hearn is correct. To be the best, you have to beat the best.
GGG is certainly one of, if not the best at the moment. However, Brook hasn't done anything remarkable in his career so far other than win the IBF welterweight title.
Whilst Brook beating GGG is inconceivable to some, it would go a long way to establishing the 30-year-old as a box office star. Best pound-for-pound in the world though? Come on now.
Brook needs a catalogue of big name victories before he can earn hat distinction.