This post is an excerpt from Part Two of my book ‘Invent That Now!’ – It addresses an essential topic relating to developing and ultimately pitching your product.
A while ago I asked my brother how important he thought distribution was in his business of filmmaking. At first he sort of brushed off the question, uninterested in that aspect of “his” business. And why not? After all, he’s not in the business of distributing films, only making them. Distributing is someone else’s problem.
He went on to say, “What is something worth if you can’t distribute it? Why create something you can’t distribute? Who is going to distribute something they don’t think they can sell?”
The whole idea is to profit from the idea, right? Not necessarily, according to some people. During a weekend event I hosted in Las Vegas, Nevada, a man stood up and asked how he should go about proceeding with a “green” company idea. As he explained it, he didn’t want to dirty the project with a profit motive. In fact, his plan was to give away or donate any and all money that might come his way. I’m not sure he was expecting the answer he got from me, but after a few rebuttals from him, and after I explained the idea of making a profit, he finally began to understand the profit motive.
What I told him was that although his intentions might be pure, his “pure” intention should have nothing to do with whether he wanted to profit or not. If it was a good idea and worthy distribution, it might have a place in the market, and it might be successful and make money. But he had to accept the notion that somewhere along the production or development and distribution process, there would be someone with a profit motive; there had to be for it to be successful. Even if only at the employee level, someone wants to get paid and has to get paid unless the organization is made up of solely independently wealthy people.
While this may be an extreme case, it may turn out that you have a philanthropic drive for one idea, and yet want to wildly profit from another one of your million-dollar ideas. In any event, neither scenario will be available to you if distribution is not in place and a profit motive acknowledged so that the supporting services are paid, even if you personally choose not to be paid and to give away all the profits.
Remember, the objective is to get your product, service, or business in front of as many eyes as possible.
NOTE: Always remember to ask the questions mentioned above:
“What is something worth if you can’t distribute it? Why create something you can’t distribute? Who is going to distribute something they don’t think they can sell?”
Image courtesy of emptyglass / FreeDigitalPhotos.net