(This article was written by Layan Said, PhD. Dr. Said is the Executive Director of our Agriculture, Environment and Natural Resources Division)
In our Fast-paced world of cascading digitized data, information, and value propositions, one would think that the ancient art of marketing, i.e., manufacturing, selling, and buying, would create a universal mindset, thus establishing the rules of economic engagement within the commerce industry.
Since the meaning of business is to create customer relations, every enterprise has two – and only two – basic functions. Marketing and Innovation. Innovation, in this context, refers to every change that gives the result of work a new dimension.
Hence, it’s not simply a matter of technological breakthroughs or the creation of new needs. It is a down-to-earth, everyday aspect of all social and economic development. It is a matter of meeting market demands in news ways and enhancing returns on assets, while, at the same time, optimizing customer benefit and pleasure.
The fundamental prerequisite for conducting business is relevant knowledge, a sound product and cash money or some form of finance. Finance can be considered as the lynchpin of all business activities. Traditional financing has been arranged for traditional commodities through banks, lending institutions, private capital, etc., all at relatively high-interest rates and stringent terms and conditions regarding payback.
GDM is offering not so new, but most often not known, finance opportunities for both domestic and international transactions. Our experience has shown and history has verified the fact that all the data, information, and value propositions in the world are not enough to sell innovative products, cases in point, little known financial options and innovative products. To become successful in marketing innovative products requires a whole new way of thinking.
This calls for a new logic of value creation which stems from the development of a new mindset for success, a mental model, which acts as a catalyst for a change in the current business model. We are approaching an era of unprecedented consumer power and we, at GDM, are in a unique position to offer unprecedented solutions.
What follows is a strategic narrative that is intended to shed light on our mindset for success.
I am reminded of an article I read about Dr. Semmelweis, a physician working in Vienna in the 1840’s. He observed that the death rate for puerperal fever fell ten- fold when doctors washed their hands before treating patients. He shared his findings with his colleagues to introduce handwashing as a standard practice. Despite this data, his colleagues dismissed his findings. In fact, they and his own wife thought he was losing his mind. They had him committed to a mental institution where shortly thereafter, he died.
A few decades later, Louis Pasteur proved that germs were the primary cause of disease. Now, with this new mindset, doctors could understand how handwashing would affect health. Personal hygiene became a new standard of care.
Too late for Dr. Semmelweis. He had failed to shift his colleagues’ thinking, and thus failed to shift their behavior, for their mental model of disease was different, as they held fast to the old paradigm.
In our fast-paced world of cascading digitized data, information, and value propositions, GDM, like Louis Pasteur, has created the appropriate mental model for finance for domestic and international transactions, thus, enabling the client to completely understand the full spectrum of financial options, tailored to the specific needs of the business.
Innovative mental models enables the brain to make sense (organize) the vast amount of information to be processed. This established the framework for understanding cause and effect.
Within the above context, GDM exists to connect suppliers, manufacturers, and end users by providing expertise, context, and credibility, acquired in17 years of business experience, in the development of innovative financial solutions.
The moral of this story is “Don’t sell a product, sell a new way of thinking.”
To be continued…
Layan Said, PhD, Soil Physicist
Executive Director Agriculture, Environment and Natural Resources