Excited Market Researcher: I have some really amazing information on the correlation between propensity to buy our product and the level of technical certification of the buyer. When can I present my findings to you?
Sales Leader: Uh cool. We’ll see if my team has some cycles and will get back to you but not sure we can fit it in.
Excited Market Researcher: The fact is that this stuff is really good. We’ve been able to uncover some very strong associations and I think anyone at the company can benefit from these insights.
Sales Leader: Thanks bud. As I said, we’ll look into it. You know, my guys are slammed.
Excited Market Researcher: But…..
Sales Leader: Look man, great to hear you are doing cool research, but, really, so what?
Ever been in this position? Who do you think is missing the boat here?
I think both parties are committing the same crime, that of narrowness and lack of empathy.
If you can’t bridge your work to that of others, then you, by definition, will fail. If you don’t embed the “so what?” in your pitch then don’t even open your mouth.
And if you are too “busy” to get the gift of insights from someone passionate enough to share, then go flip burgers somewhere.
Seriously.
About Romi Mahajan
