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product or service, or the one that is most cleverly marketed? How many
products are successful in the marketplace simply because they were mar-
Now, we are not suggesting that you sell low-quality products. We want
you to do outstanding work. We also want you to do good marketing.
Value Your Work
You may be fantastic at what you do. Sales. Computers. Retailing.
Consulting. It doesn't matter; every skill and field is important. However,
if no one knows about you and what you do, how will you make a living?
To thrive in business, you must be seen. You must be heard. People
must talk about you. And they must know where to find you.
How much undiscovered greatness is out there? There may be another
Caruso singing in the shower somewhere. Another Tolstoy or Austen
writing reports in some government office. There are all the future
Einsteins, Edisons, Curies, Wright Brothers, Disneys. And there are many
of us who do what we do very well, and have the potential to be great.
However, there are over six billion people in the world -- and very few
talent scouts, or buyers looking for mousetraps.
If people don't know about your product or service, they cannot ask to
buy it. That's why marketing is so important. So the first step in market-
ing is awareness. The second step is value.
As a general rule in life, whatever you have and whatever you sell is
already available from somebody else for even less money. So why will
people pay you more? Because they perceive that they will get more value.
Value is a very strange commodity, however, for a couple of reasons.
First, value is like beauty; it lies in the eye of the beholder. And second, if
you don't believe in your own value, no one else will -- even if you are
gifted at what you do.
Consider two of the world's greatest artists: Vincent Van Gogh and
Pablo Picasso. Today, their paintings are worth millions. They are cele-
brated and renowned masters of their craft. But how successful were they
when they were alive?
Van Gogh was a genius at painting. However, he was also very intro-