Guinness World Records Day is one big shout out to those awesome(crazy) people in the world who belittle boundaries, who laugh at limits. The most amazing thing about the Guinness Book of world Records, which was first published in 1955, is that it's filled with "normal" people...the next door neighbor type who take it upon themselves to achieve greatness.
You don't have to be recognized in the book in order to win that superlative title. In fact, I believe that personalized promotional awards are at least more tangible than a quick mention in a book. Yes, you can touch the book, I know, but it's more dramatic to raise a triumphant (and shiny) award above your head than to gloat over a page in a book. Think about it.
