We all dream, imagine and stress our minds to extract that one thing that would be genre defining, game changing, breaking the stereotype, paradigm shifting and so forth. Many great men and women have managed to extract that one thing from their mind which has shaped and/or reshaped the world’s course of actions. But have you realized that in order to bring about this change they had to face rejection, dejection and demotivation all along the way to their path of glory. They have been a subject to “blown-offs” umpteen number of times before the world understood the importance of their vision and its application. These “blown-offs” wouldn’t have happened if these great men and women could visualize their imagination in a commercial way. Let us acknowledge the fact that these great men and women were not great sales people. It took them years to sell their concept to the world.
There was once this young scientist hailing from West Bengal who developed a gas stove which was very economical (single LPG cylinder lasting for more than 6 months). You are thinking that by now he is a zillionaire. Unfortunately, he couldn’t SELL his prototype in India and ultimately had to migrate to Germany hoping to make breakthrough there. I couldn’t locate or read about him on the internet after zillion searches. I guess he fell into the abyss of oblivion. If he was a skillful SALESMAN then he would’ve been able to attract companies in this burgeoning Indian economy which still uses gas cylinders rampantly. Such a prototype in India would have been a great boost for the common man especially when subsidy on gas cylinders been reduced to just six cylinders a calendar year. Like him, the technology will remain untapped which had the potential to be a game-changer.
In today’s fast paced world, more and more great men and women are becoming effective salesmen/women. Take a cue from the great late Steve Jobs when he introduced upcoming Apple products to the tech bloggers, tech media, app developers in Apple’s WDC conference. His introductory speeches were more like a salesman pitching to the world about the uniqueness of his products though he knew that his team had created highly innovative products that would open up new markets but he didn’t take a back seat. He pitched in aggressively about the uniqueness of his products and created a supreme brand EAGERNESS amongst global consumers. I am switching from Awareness to Eagerness because Awareness is less aggressive than Eagerness. Consumers might be AWARE of products but they might not be EAGER to get their hands onto one. Its the Sales Conversion that matters and not the AWARENESS. EAGERNESS presents you a more realistic picture of your sales status.
For the future set of great people, I would urge you to indulge in COMMERCIAL IMAGINATION because this would enable your ideas to go live at a faster pace. The way the world has already started quantifying the next set of change-agents is on the basis of how much money your vision, innovation, invention make. You might ridicule this article and direct me to the list of Nobel Laureates but believe me 50 years from now becoming a Nobel Laureate would have less significance and influence as compared to someone who is inventing and innovating new products/technologies/practice that would open up new markets/industries which would ultimately rake in MASSIVE MONEY (A broader perspective of Massive Money in my next post). Till then, indulge in COMMERCIAL IMAGINATION which would make practical (monetary) sense to the world.