Out of Thin Air - Part 5 (conclusion)
The Market Battle Begins

Byron Woodruff / Paint Trix Inc.

"Invention is 1% inspiration and 99% perspiration." Thomas Edison

Beginning to sweat We last left our "fearless" Inventor as he was about to embark on his courageous journey against the current of a fast flowing river following from and uncharted territory. The trip is a necessary one...although the Inventor is happiest in a machine shop or testing room, he knows his tools will never be seen or used unless he makes the effort to get them distributed in the market. Before making plans for this journey, he had identified all the various chiefs and princes, within the regional and national paint companies throughout the land. They go by such names as, "sundry managers," "marketing managers," "manager hard-lines," etc. He wrote many letters and made many calls -- many calls. His letters go unanswered, his calls largely not returned. Those few who do answer, asked for "samples" for testing." 90% of these samples disappear off the face of the earth. Weeks were spent on unanswered phone follow-up calls. On occasion, contact would be made. Yes, their contractor liked the product -- he loved it -- in fact. They dealer informs our Inventor that he will consider brining in the product "Just as soon as his contractors start asking for it" -- but, not until then. When asked the obvious question, "How are they going to know about it if you don't stock it?" The answer is, "That's your problem, we aren't going to pioneer products for you -- by the way -- thanks for the sample."

Our Inventor has learned a valuable lesson. The concept of "Catch-22" is alive and well in this very mature industry. Although puzzled (and somewhat angered) by the experience, our Inventor decides it's time to set forth and spread the word. Before he departs, he distributes his new tool among the small crowd assembled on the banks of the river. These are those who responded to the New Product Press Release and have asked for the product sight unseen. These are the faithful. Our Inventor hopes they will become his missionaries -- the word will spread through them. It's a small step, but a necessary one. He must leave now. He hopes they will find the tool as amazing as he did. He hopes they will READ THE OPERATOR'S MANUAL. He can put off his journey no longer. He wishes them well and sets forth.

Nervous energy propels him. He knows he must pace himself, yet his heart races. Jolts of adrenaline released by the twin thoughts of success and catastrophe. At times, it's hard to distinguish one emotion from the other. All he knows is that he has never had this kind of energy before. He knows he must make the most of it while it lasts. He paddles harder.

There is little to be seen the first days of travel. At quieter moments he reflects back on those he had left the tools with days ago. "Have they used them yet? Do they like them? Is there something I missed in the design?" These thoughts haunt the quiet times. Although exhausted after paddling all day, he finds sleep hard to come by at night.

Lone voice The first thing our Inventor learns on his trip up the river, is that he will never be able to reach more than just a few on this trip. There is no landfall or means of communication anywhere along the way that will allow him to reach all those who could use his tool -- his customers -- painters. It is estimated (debated) that there are 100,000 - 200,000 painters and painting contractors in the US. There is no magazine that reaches more than a very small percentage of this number. There are no mail lists that reach all painters, again, only a small percentage. He knows his tools will have to be sold one at a time, and that he will be relying on word-of-mouth. It soon becomes clear that this process will take years. He feels he has the strength, empowered by conviction and belief. He will go on -- so long as his provisions hold out. He is willing to live on bread and water if that is what it takes to keep going. There will be many bread and water meals in his future.

As he paddles along, he occasionally spots painters along the shore. He calls for them to hear him out. If they wave back and ask to hear more, he is overjoyed to paddle to the shore and greet them. It is both a relief from paddling combined with the excitement of sharing his discovery -- his tool. These meetings only last a few minutes, but can spark great joy. If they are excited, he is excited. Not all meetings go well. If they exhibit skepticism, he paddles away questioning his ability and that of the tool. Some dismiss him altogether and wave him on without hearing a word. These encounters hurt the most.

A gathering Our Inventor has now been paddling for weeks...months. He has sold maybe a hundred tools. He begins to seriously question the whole venture. He rationalizes the whole experience in the knowledge that those who have bought his tools have verified it's value. He has made friends along the way and done a small part to better the working lives of a few -- he has made a contribution. But, he is tired. Very tired of paddling upstream all day, every day. He has been on bread and water for as long as he can remember. He doesn't have the strength he once did. His stamina is waning.

His weariness is overtaking him. He counts each paddle stroke. Slowly, as he makes his way around the bend ahead, he chances upon a remarkable scene! A painter's convention! Hundreds, maybe even thousands, all in one spot! He can hardly control his emotion. No more selling one at a time! I have an audience of hundreds! He paddles with renewed vigor. On pulling up to the shore, his enthusiasm is only slightly eroded when he learns there is an admission fee to enter the gathering. Quickly, he digs through his provisions. Unwrapping and shoving materials aside. He finds he has just enough to pay the fee. With trembling hands, and a racing heart, he begins to set up his booth. "Why am I so clumsy?" he asks himself. He concludes it must be because he has been on the river so long. His hands are calloused. Also, in his mind, he knows he will probably only get one shot at this. He is unsure if there will ever be able to attend anymore gatherings if this does not go well.

Show floor The Inventor soon learns that despite having subconsciously memorized his tool "mantra chant" (through countless repetitions) he simply cannot talk fast enough, or reach every person. Before the day is half over, he finds his voice breaking, his throat sore, his feet and back ache. His stomach growls and gnaws at him, but he doesn't eat -- no time. Hundreds of cards are handed out. The same questions are asked and answered innumerable times. The show develops an organic rhythm of it's own. There is enthusiasm for his tool, this spurs him on despite near total exhaustion.

The show ends. The gathering begins to disperse. The next day the Inventor is on the river again.

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This is where the story ends. Not because it is the end of the journey, but because the journey has no yet ended. Our Inventor still paddles against the current every day. He counts each and every paddle stroke. It is more instinct now. He finds simple pleasure coming upon a wide place in the river where the current slows down for a while, making his paddling easier. He cannot stop. He knows (and has always known) that to stop would mean to be carried back to where he started so long ago. The current has always been against him. He knows the current.

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Epilogue

Throughout this series I have talked through, and about a guy I called the "Inventor." It should come as little surprise to any of you that the "Inventor" is me. It is my journey, my story. I don't think my experiences or emotions are any different from any other Inventor -- either past or present.

I have taken you through a guided tour of my mind -- my memories, my experiences, my emotions. At times, you may have been a little surprised by what you have seen and heard -- I hope no one was frightened. We have shared the full range of universal human emotions on this journey together. As you made your way along these sometimes dark recesses, I hope you found a few points of enlightenment. Please feel free to take with you anything you may have picked up along the way and consider of value. It was a pleasure having you. Thanks for taking the tour.

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