Jordan Peterson 00:00:03
In reality, you can't really develop a product and then market it because, to begin with, you have no idea how to do it. Despite the fact that you might be skilled in product creation, you lack marketing and sales knowledge. You lack marketing expertise. You lack the communication skills to discuss it. You are unable to ship it. Like there are so many things that you simply do not know. What's worse is that you have no idea if anyone will use it. Therefore, businesses that launch new products on a regular basis don't simply create the item before putting it on the market. They keep in constant contact with their customers to find out which product they are willing to purchase next. As a result, after identifying your target market, you must stay in constant contact with them as you work to develop your product. It's not; when I create a better mousetrap, everyone comes pounding on my door. That's not how it operates. You need to ascertain whether anyone will purchase your stupid item.
00:00:49
The second point is that even if you have a fantastic product, you'll still go out and talk to people who have 50 fantastic items that they might buy, all of which are fantastic, but they won't all be purchased. They might buy one, and they might buy it this week, but they'll probably buy it in six months. They won't buy any of them, no matter how great they are, unless they're on fire and you're selling water because they're already so busy, are they not? They are so overburdened and preoccupied with their jobs that they will say, "Yeah, well, I'll do that as soon as I have time," if you come in and say, "Well, here, this is going to increase your efficiency by 20%, and here's the three weeks you'd have to spend doing that, and then the payoff would come in the next years." Never as soon as I have time. In this case, you can sell them water if they are on fire and you have any. But that is all; otherwise, it cannot proceed.
00:01:31
When I first started creating these tests, if you had told me that one of the reasons corporations wouldn't buy them was because they worked, I would have just thought, really? Those are all things that are worth knowing because they're very difficult to learn and very comically, I mean. I mean, really, come on? That is the real cause. You know, yeah. Yes, that is the cause. extremely troublesome. Additionally, they are established and already have their procedures in place.
00:01:55
The second issue is that you don't have any clients, which I believe I already mentioned. You try to explain the statistics to them, but they find them confusing because they are being sold to by 200 other people, 50 of whom are con artists. Therefore, they are simply lying about what they are doing. Since they are unable to distinguish between the truth-tellers and the liars, they are also unable to comprehend the statistics for themselves and, consequently, cannot verify them. Who else is using it, is what they are asking you. And if the reply is, "Well, everyone," you don't even need to make the sale—you're already wealthy. And if the response is no, they will ask, "Well, why isn't anyone using this?" When you say, "Well, it's the hardest thing that's come along," they immediately think, "Well, I'm not going to be the sucker who gets painted red and fired because this failed; they do not think this might make me succeed." Success or failure has no bearing on people. Whether they succeed or fail is important to them.
00:02:45
Another thing is that people might be happy if you're marketing something and you can say that it will prevent you from being seen as a failure. However, if you claim that doing this will genuinely help you succeed, people will nod their heads in agreement. No, I'm not interested in winning. I simply don't want to fall short. I do not desire success. I simply want to disappear and be left alone. And if you're trying to figure out what drives people most deeply, that's it. They want to blend into the background and be left alone.
00:03:11
I explain the zebra story to you? Do any of you remember that tale? I'll tell you this zebra story now, all right. If I've already told you this, please stop me. This is important to know because it explains everything you need to know about humans. So zebras have stripes, and people claim that they serve as camouflage. After giving that some additional thought for two seconds, you realize that this theory is absurd because zebras are black and white and lions are camouflaged by being golden like the grass. So, five miles away, you can see a zebra. It's like there is a black and white zebra there. The whole camouflage theory is therefore failing miserably as a theory. Okay, Therefore, when biologists arrive, they decide to observe some zebras. As a result, they are observing a zebra on the herd because there are no zebras, just like there are no fish. There are herds of zebras and schools of fish. A fish is not present. I believe the cod aren't returning because of this. Cod are nonexistent. There are enormous cod schools that are 20 million years old, 100 miles long, and 10 stories deep. You can't just throw a cod into the water after you destroy a school and say, "Well, off you go." Well, where is my city, I hear. You could compare it to being dropped into a field. Well, I guess you should go out and reproduce. It seems like no,
00:04:30
Zebras are also the same. Zebras are present instead of a zebra. When you're trying to learn about a zebra by looking at it and taking notes, you suddenly look up and wonder, "Oh, Christ, which zebra was I looking at?" And the answer to that is that you don't know because the black and white stripes and camouflage blend in with the herd. There are many reasons for the stripes; the flies also don't seem to like them, but, you know, things typically change for a variety of reasons. But still, A zebra is very challenging to distinguish from the herd. When you look both up and down, you realize that every single damn zebra is identical. Yes, camouflage works, but it works against the herd. So you decide that we should recognize a zebra so we can see what he's up to. As a result, you get in your Jeep with a can of red paint, a stick, and a rag attached to the end of it. You approach the zebras in your car and give them a little bit of red paint on their hindquarters, a nice red dot, or perhaps a cattle clip in the ear. After that, you take a step back and acknowledge your intelligence.
00:05:21
What do you suppose ultimately happens to the zebra? I suppose the lions kill it. Lions are intelligent, right? Hunting animals are intelligent, but they must first locate a zebra in order to plan their hunt. The entire herd cannot be hunted at once. They must choose a zebra. Therefore, it might be like a zebra with a sore hip or something. You consequently reason that nature is merciless, taking only the weak. The answer is still no; lions adore delicious, incredibly healthy zebras. Though they They can't get a bead on them because they look just like all the other delicious, healthy zebras. However, the lions can and do identify them if they are young and newly born, limp, or have some other distinguishing characteristic.
00:05:59
Therefore, the golden rule for humans is to keep their stripes on at all costs to avoid being eaten by lions. And I'm telling you, man, if there's one thing you take away from my class on human motivation, it should be this. People like to be in the middle of herds, just like fish do, and they camouflage themselves against the herd. You know what you call fish on the outside of the school, right? If you have a large school of fish, the intelligent, healthy large fish are in the middle of the school. Bait. This is what people are doing, then. People are constantly attempting to position themselves in the middle of the herd as it moves around or as the school moves, and they say things like, "Well, I'm in the middle, I'm staying in the middle here." So that I won't be singled out by predators and killed, I have this protective ring of people around me.
00:06:41
Okay. So, in part because you're thinking, "Well, people are aiming at success," you see, I said, "Well, you can't sell something to someone for success." Try not to think that. It's not necessarily true in any way. Let's not be overly threatened or hurt, shall we? Trait neuroticism is a powerful motivator. That is the negative emotion system, which is an extremely powerful motivator. It's true, You also notice that there are well-being scales that have been developed, primarily by social psychologists, which generally means they are very poor scales because their psychometric capacity is absurdly low. Scales of wellbeing, which are sometimes referred to as scales of happiness as well, reveal that people's main concern is avoiding pain rather than pursuing happiness. They don't really want to be outgoing and enthusiastic, are they? And when they say "I want to be happy," they don't necessarily mean "bubbly and full of smiles and laughter." They are saying that I don't want to feel scared or hurt. In light of this, well-being scales typically resemble neuroticism, emotional stability, and extroversion. However, emotional stability, the antithesis of neuroticism, carries a heavy burden. You want to spare yourself pain. You want to avoid suffering, not to be happy. Don't let the lions gnaw on you is one way to prevent suffering, as well. Staying in the middle of the damn herd is one method for accomplishing that.
00:07:54
I'm not being a knucklehead about this, so to speak. I can see why people would do that. Being noticeable comes with serious risks. Being noticeable carries significant risk. Now, if you're visible, you might be successful, but you might also be dead.
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