No, this isn’t really about selling aspirin. It’s about learning what you sell. And what you should be selling.
I’m sure many of you have heard the analogy that when you go to Home Depot to by a drill, you aren’t really buying a drill, you are buying a hole. Who would ever buy a drill if they never thought they needed a hole? What about other work-a-day items you’re probably familiar with. Let’s say, whiteboards … erasable boards that hang in thousands and thousands of cubicles, executive offices, conference rooms and lobbies around the world.
So can you get rich selling them? Well, I imagine you can but that is not the point. No one buys a whiteboard just to have a whiteboard. They buy a whiteboard to keep track of something important. Keeping track of important things can be a real headache and curing headaches is the way today’s featured fellow makes money. I happened on this from yet another trip to Dimitri Davydov’s wonderful blog and I took a look at the company owner’s info:
…So specific are Magnatag’s applications that the company’s 75-year-old founder, Wally Krapf, chafes at being dubbed a whiteboard maker. "Our boards are problem-solving devices — they are aspirins for people’s headaches," he says… read the whole article here.
Think about that for a moment. especially if you live in the US and you follow conventional wisdom and the prattling of the media, at 75 a man is pretty well washed up and useless. A spineless puke who sites around cutting coupons for early bird specials and bemoans the fact that not only did Shrub (RIP< Molly) … Oops I mean President Bush keep none of his promises on Social Security reform, none of the front-runners in either party really have a positron on Social Security either. And yet another round of airline mergers is in the wings, funded by raping the employee’s retirement funds So what’s guy 9or gal) to do? Join the AARP?
Or find something that gives people headaches and sell them the cure? Remember, it’s the sizzle, not the steak that makes a great restaurant prosperous. There are only so many ways to burn beef, and other guy’s may use meat of the same or greater quality … but they don’t have the sizzle.
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