On Turning Idea Diamonds Into Idea Coal


In order to sell products and services, you must sell ideas; in order to sell ideas, you must circulate ideas; in order to circulate ideas, you must initially cheapen their value to encourage frequent exchange.

Put another way, if you want to make sales, you need to turn your idea diamonds back into idea coal.

“But wait! I spent a lot of time and energy gathering knowledge and compressing it into wisdom. Why on earth would I want to devalue that?”

Lots of reasons, actually. Occasionally, a country will devalue their own currency on purpose, which simultaneously decreases the cost of exports and increases the cost of imports. Decreasing the cost of exports makes the country more competitive in the global market, and increasing the cost of imports makes it more likely that domestic consumers will buy domestic products over the more expensive imported ones, thus further strengthening domestic businesses and the country as a whole.

So, by turning your idea diamonds back into idea coal, you reduce the barriers to entry for your customers.

Once you become their go-to coal guy, they will trust you to help them turn their coal into diamonds; once they trust you to help them turn their coal into diamonds, they will trust you to sell them your highest-quality gems; once they trust you to sell them your highest-quality gems, you will wish you had started selling coal sooner.

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