Great in theory but unrewarding in practice. Though it may feel counter-intuitive, marketing doesn't begin with a great idea or a unique product. Entrepreneurs are in love with their ideas, and they should be. After all, why would anyone commit their energy, life savings, and no small part of their sanity to anything less than a consuming passion. Because entrepreneurs are passionate about their idea, product, or service, they innocently assume other people will feel the same.
People have their own unique perceptions of the world based on their belief system.
The most innovative ideas, the greatest products, or a superior service succeed only when you market within the context of people's perceptions. Context can be many things, singly or simultaneously. To name a few, you may market to your customers within the context of their wants, needs, problems solved, or situation improved. Entrepreneurs need to be aware of many other contexts, such as social and economic trends or governmental regulations, which we'll discuss another time. Before you become consumed with entrepreneurial zeal and invest your life savings in a new venture, become a smart marketer.