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.
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.