• Abe Cherian

True Value

I want to tell you a story that illustrates the importance of finding your ideal customer?


This story is important because sometimes you find yourself promoting your products to a crowd that you think is your ideal customer, but they're not.


Here’s what happened …


A father said to his daughter, “You have graduated with honors, here is a car I bought many years ago. It is pretty old now. But before I give it to you, take it to the used car lot downtown and tell them I want to sell it and see how much they offer you for it.”


The daughter went to the used car lot, returned to her father and said, “They offered me $1,000 because they said it looks pretty worn out.”



“Okay,” the father said. “Now take it to the pawn shop.”


The daughter went to the pawn shop, returned to her father and said, ”The pawn shop offered only $100 because it is an old car.”

“I see,” the father said. “Now go to the car club and show them the car. Come back and tell me what they say."


The daughter then took the car to the club, returned and told her father, "Some people in the club offered me $100,000 for it because it’s a Nissan Skyline R34. They said it's an iconic car and sought by many collectors.”

The father listened for a moment and then spoke.


“The right place values you the right way,” he said. "If you are not valued, do not be angry, it only means you are in the wrong place. Those who know your value are those who appreciate you. Never stay in a place where no one sees your value.”


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