Image Is Everything The perception of sportsmen and sportswomen among the non-shooting and non-hunting public—or bluntly stated, “overcoming the bubba factor”—will play a big part in attracting tomorrow’s new hunters and shooters, says business growth expert Steve S. Little. Surveys show a majority of today’s Americans support hunting, shooting and Second Amendment freedoms, but our society is changing, Little warns. Little—a senior consultant for Inc. Magazine and a non-hunter and non-shooter—delivered his message to an audience of the shooting industry’s future leaders at SHOT Show. He used NASCAR as an example of achieving monumental growth through restructuring its image. In the last 10 years, NASCAR has reached out to minorities, women and others outside its majority fan base, and its popularity and sales have skyrocketed as a result, he said.