Consider selling ice in a desert. A scouting mission to the Middle
East could quickly lead someone to believe that ice is an
under-served commodity.

Making that assumption one could also logically conclude the reason
that ice is not sold commercially is that with daytime temperatures of
110°F to 130°F there is no way for consumer to get the product
from the store to a home without a melting. Continuing with this
example, the next logical thing to do would be to develop an
economical carrying case to insulate the ice from the desert heat.

After going through all this developmental expense one would find a
total lack of sales.

Click here to see.
Selling ice in the
Middle East
As Aesop established hundreds of years ago with his
timeless fables we remember words best when we
become engaged in a story. Max has compiled an
anecdotal story collection designed to generate “ah-
ha” moments.
Click here to see more.

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