(2006-01-14) Newlands Creating Need

Hamish Newlands on creating demand in a ComplexSales (Enterprise) situation. I suppose one of the reasons that my job was enjoyable, is that I have to spend my time thinking about how to not only respond to a requirement, but how to persuade people that it exists in the first place. If I were to liken it to the old training model, I suppose my job is turn unconscious incompetence into conscious incompetence, and then sell the roadmap through conscious competence to unconscious competence (Learning Curve). In other words, you didn't know you were unhappy, I've told you, and now, guess what, I can sell you the answer to happiness. Only it turns out that Happiness is more difficult than you thought.