We were trying to sell some soap. My friend has invested in a small detergent manufacturing unit.
Yes. Detergents. It’s a huge market. With well-defined segments. We had a problem – as any MBA will tell you – of Positioning. I had told my friend the best possible route I knew; let’s find someone who knows more than we do.
We sit in the teacher’s office. He is Head of the Marketing department, in one of the best business schools in Asia (!!). Has even written a well-received textbook on Marketing itself.
He listens to our problem. Briefly.
“What makes you think I can help?” He sounds genuine in his question.
“Well, sir,” I say, “you know Marketing. So we wondered if you can help us sell this product to our –”
“If I knew how to do business, I wouldn’t be here teaching.”
Whenever I undertake any new project, my first actionable item is to find the right teachers in that field. That is my first and most exhausting activity.
It is the first thing I suggest to anyone looking to start any new project, may it be a new business, a new career, hobby etc; “Have you identified the teachers in your field?”
But in the story above, I made a mistake, didn’t I?
Yes, I did not follow the 3 steps.
The 3 Steps To Finding The Right Teacher For Any Project. Continue reading