vendors trying to sell him photocopiers and phone systems. He had neglected to ask his consulting colleagues WHY none of them had ads in the Yellow Pages. It seemed like a good idea to him, and no one else was doing it, so he pulled out his checkbook. What never occurred to him and what any experienced colleague could have told him was that companies don choose management consultants from ads in the phone book. Sometimes you can be too unique for your own good. There a lot in sales and marketing that is tried and true. If you decide to forge a completely new trail, you may be attempting an experiment that many others in your field have already tried with no success. It not always just your marketing techniques that are a little too different. The same problem can afflict the product or service you are marketing. I met a fellow while networking who had a "unique process" for helping companies resolve conflicts between employee groups. When I asked him to explain his process, he said I would have to experience
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