THE ESCALATOR ACT
The Escalator Act. “Kunal don’t you think that the idea is risky. I mean it is good to have an online business and all but still we are not experts in marketing and sales. Do you think we can do it?” This was my friend’s response when I told him about the ecommerce workshop that I had recently attended. “Every new idea is risky and every new step we take is something we will always be unsure of. None of the businesses were started by experts. Every big business has, had its own share of failures and drawbacks. One becomes an expert only by practicing his skills and testing his knowledge and not by just sitting at the bay of the river and just dreaming about swimming. I know initially we will have our share of failures and setbacks. Besides, you talk about sales and marketing, all I have learnt in my life about sales and marketing is that there is never a definite pattern to sales and marketing. There is always a new strategy and a new idea waiting to be harnessed.” I told him. “I a