Although I have never read the book 'Men are from Mars, Women are from Venus', by Dr. John Gray, I believe it compares the thought processes of men and woman to those of Martians and Venetians (people from Venus not, in this case, Venice). The idea being that Martians and Venetians are totally different, likewise, both human genders should be regarded as totally different. To understand each other they should each try to realize that these differences exist and then learn to understand one and other better.

Well I would like to borrow that concept and take it into our business world. When trying to market your product and services, or when you are thinking of new ideas for your business, think like a Martian. Imagine you have no idea how humans think or behave yet you have to try and sell to them.

**Putting a Martian in Control**

By all means use your own thoughts and inclinations to spark off new ideas but never rely upon your way of thinking to judge how your prospective customer may think. If you would travel miles for a particular product or service don't believe that everyone, or indeed anyone, would do the same. You are unique, like a Martian would be, and may be the only person to think the way you do about that product or service. Maybe an example would explain this better.

**Your Invention**

You are standing at your ironing board, struggling with collars and sleeves, when you come up with an idea to make everything so much easier. A gadget that would quickly fit into each garment and take its shape instantly (far fetched, I know but then so is letting a Martian run your business).

This gadget would make ironing so much easier and everyone would want one. You are on your way to becoming a Millionaire with your new idea. After much thought you finally get your ideas on paper and you then spend months, in your garage, building your invention. Several prototypes later you are ready to take out a patent. The paperwork is done, the money paid and you have your patent.

Now to sell this miracle. Making a list of potential manufacturers you write to each in turn. You even visit a few, cold calling with your wonder gadget, in the hope that someone would be interested. No one is interested. After much rejection you decide to go it alone.

More time is spent setting up a mini production line then you take to the streets and visit all the outlets that may be interested but all to no effect. Next you try direct selling to the public, via newspaper advertising, but finally, after wasting several years and all your savings, you resign to the fact that this just isn't going to work.

**Where Did It All Go Wrong?**

First let's remember this is just an example and the following is no true representation of the Ironing market. It is a scenario that may or may not be real but let's, for sake of illustration, imagine that the following is what you would have found if you had investigated your market before you developed your product.

The basic idea of the ironing gadget was good. It worked and it saved you hours of time with your ironing. But that is your experience. Remember, you are a Martian, not like the rest of us. You don't have hair or teeth so you don't need relevant brushes, your skin is green so you don't need tanning products, you iron your clothes on a daily basis, just like everyone else, or do they ?

Perhaps not every one does iron their clothes daily or even weekly. Maybe the average person doesn't even use their iron but put the majority of their clothes in the clothes dryer to tumble out the creases. Now I am sure this is not the case but I know some people do this. Could it be that most people do it this way and so there is no market for ironing gadgets. "There must be a market", you cry, "just look in the electrical shops at all those irons, of course everyone still irons", but do they ?

Think of the design of an iron. It is tall, it is heavy, it has a long trailing flex and it lives on top of a high table (ironing board). One accidental nudge and down it goes. From that height what chance does it have ?

Could it be that not many people actually do their ironing anymore. Maybe the few that do still iron break their irons on a regular basis. All those irons in the shop may not be there because ironing is popular. The market may exist for the few people that do still iron and get through several irons a year because they keep dropping them.

**Conclusion**

Your way of thinking may not be the same as the majority of people. Use your thoughts and gut feelings to start new ideas but quickly research to see if others would be equally impressed with your latest project. Whether its an invention, a product, a service, a style, a promotion, whatever you decide to present in business do your market research at the very beginning.

By giving you this long story, to show you how important early market research is, I hope it sticks in your mind more easily and encourages you not to rush into anything based purely on your own thoughts and experiences. Always think of yourself as a Martian and everyone else as being different. Discover that difference by doing your market research.