Sometimes the best way to sell a product is to prove that it works on yourself.
There's one downside to that though: when the product fails, you will often get hurt or you will lose future sales for sure.
Amid heightened violence in the West Bank and many Israelis wanting to better protect themselves, a reporter for Israel’s Channel 1, Eitam Lachover, was interviewing Yaniv Montakyo, the vice president of a manufacturer of protective vests.
Looking to prove the product worked, Lachover allowed Montakyo to stab him a couple times with a knife while wearing the vest on live television.
Montakyo then proceeded to stab Lachover several times until… one of the stabs broke through the vest. Thankfully Lachover suffered only minor injuries, and later updated viewers at home on Twitter, writing: “Superficial stab wounds, had some stitches and was released back home. Many thanks to everyone for your concern!”
Probably best that Lachover steer clear of dangerous products like that for the near future.