Ice cream was invented in two thousand BC. Yet it was 3,900 years after before someone figured out the ice cream cone. Meat was in the world before humans. Bread was baked in 2600 BC. However , it took another 4,300 years for somebody to put them together and create the sandwich. And the modern flush toilet was invented in 1775, but it wasn t until 1857 that somebody thought up toilet paper.
Once these obvious connections have been made, they seem so obvious. We are able to t believe we didn t see them sooner. An endless number of these unmade connections exist to this day, especially in the business world. You are besieged by simple, obvious solutions that can dramatically increase your earnings, power, influence and success. The problem is, you just don t see them.
Before Henry Ford would hire anyone for a crucial position, he would have lunch with them. If the potential worker would salt the food before tasting it, Mr. Ford would not hire the person. The reason? Salting the food before tasting it indicated the person would implement a plan before testing it - ergo, no job. Was Henry Ford too extraordinary with his hiring policy based on salting food before testing? Maybe. But, then again, Henry Ford was America s first billionaire.
One company that apparently didn t test enough is the maker of Excedrin. Several years ago they ran a multi-million dollar, national advertising campaign showing different, better than average headaches and alloting them numbers, like Excedrin headache #9, Excedrin headache #23, etc., where Excedrin relieved the discomfort. The campaign made great name recognition and was outwardly awfully successful. But, in truth, sales went down. The company later learned that folks were aware of the campaign and recounted that Excedrin was a brilliant, stronger-than-average agony reliever. And if they'd a harsh headache they had a severe headache they would definitely take Excedrin. But if they had just an average headache, Excedrin was a stronger medication than they needed, so they might take a gentler discomfort reliever like aspirin. The company might have saved millions of bucks and not lost market had they done one easy thing. TEST.
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