Third situation that's interesting in tech commercialization is marble mouth. The problem about marble mouth. We, we don't understand the basis of your technology. On the other side of that magnifying glass. We don't understand what you think you might be selling, your product. We don't know why it's special. We don't, we can't tell the difference between some sort of a primer on the basic industry you're in, versus the details of the patent that you've invented. And it's just all mud, it's all mud and confusion. And the scientists especially, the, the, the technical folks, the engineers, the scientists, the, the chemists, they don't understand at all that their language is not being understood. To them, this is the way they're used to talking, people at their conferences understand them, the textbooks they're reading, they understand their each others white papers. So it, it's hard for a marble mouth person to even understand that they're not being understood. And they're not sure why the person is walking away, it's like hey, come back, I haven't even finished talking yet. But the person's walking away because they just have no clue what you're talking about. Fourth huge challenge in any entrepreneurial endeavor really,. Probably the number one reason ideas don't move forward is, is right here. And certainly technology commercialization as well, because there's so much upfront work before anyone's getting paid for anything. And basically, it's, it's called zero hour. It's the problem of zero hour. There is no one spending any time on this. Sure, it's a great idea. And if you give me a whole bunch of millions of dollars, I'll, I'll take a nice salary and hire some people who will actually work on it. But at those early stages no one's working on any of this. Or they're not working on any of the business and commercialization side. They might still be getting some grant money in their laboratory, and they got some, some graduate students advancing the technology, in a lopsided manner. But there's really no one spending time. Or it's very difficult to get anyone to work on this. So this is especially at the very early stage that concept stage and the precept stage of technology commercialization. Really no one's working on it. And it's, it's often it's often hard to. Sort through that other than just directly asking people how many hours did you spend last week or the week before? Because they might have some very nice slides or an ability to talk through some stuff. But when you really dig deeper, you find out no one's working on this. On that other side of that magnifying glass someone might try to probe directly or indirectly, how many hours did you spend on this last week? Oh last week was, was a real tough week, I had a grant proposal due. Well how about the week before that? Oh that was the start of school and we had new students. And what about the week before that? Well I had to redesign my course and so I, I couldn't spend any time. And what about the week before that? Well I was on vacation, it was summer and all that, but I sure I'm going to dig in. And the answer is no, I'm not interested. because there's, you, you're not spending any time on this. A little bit of a parallel problem there is the wrong team, incomplete or wrong team. Obviously very challenging. Nonetheless, it's stunts technology commercialization. The wrong people are working on this. They don't ha, they don't have the knowledge or experience or the connections. Especially in all the factors that are required to be successful in commercializing technology. Fifth, a pain problem, we know that nobody wants this. Now, again, you can start to see where some of the innovation creed matters, right? If you're working on a radical breakthroughs and you go out to the market place and ask people they're going to say, I don't know I don't need that I'm not having a problem today. But overall, you need to find someone who is bleeding. You know, broken bones and blood and whatever, literally or figuratively. But someone is dying or someone is getting sick or there's lots of, of, of time wasted or people are screaming. In pain of some kind that they, that they need a solution. And fifth the reason someone holds up their sign, I'm not interested is you haven't been able to articulate to anyone who actually cares about this. You can't name one person that would actually buy this product if you, if you created it. Likewise similarly, you just might not know. You might say well I don't I, it sounds great. I'm sure there are some people that are interested, but we're just not sure. So I'm not interested. I'm going to hold up my sign I'm not interested. Until you can show me that there's some pain out there you've been able to identify. Profit pinch, as basic as this sounds. This is, this is a key reason that technology commercialization is stunted. Here's why. We may have a brilliant solution but it's going to be so expensive now. Maybe ten years from now or 20 years from now there'll be some breakthroughs that lower down the cost. Or there's critical mass of people that are buying something so we can scale it up. But overall right now. If it's going to cost us $100 to make it and we can probably sell it for $0.50. So every one of these products that we sell, if we even could sell it, we're going to lose money. As basic as that sounds, it's sometimes neglected. And it's neglected because people are passionate about their solution and they see the benefit. And they see how wrong it is and how unfortunate it is, that we can't bring this forward but nobody has $99.50, $98.50 that they're going to take out of their savings account every single time a product is sold. So I'm sorry but there's no way the world can afford this right now. So we don't have. The savings account big enough to bankroll the years it's going to take for this to become profitable. Wrong-sized. Now, I'd like to point out obviously, if there's not enough customers that's obvious. There's only three people that would buy this in the world, or a thousand, or or hundred thousand. That might be too small, actually. It might not be a critical mass enough for you, somewhat related to the last problem. But I like to point out the opposite of that. One thing that stunts technology commercialization, is because people say there are so many customers. There's billions and billions of people. Everyone on the planet's going to need this, you know,. We have we have better water. Everyone drinks water so we got seven billion customers. The problem with that is it's, it's not really thinking through the niche. It's not really thinking through how you're going to get market traction. You're just making a glib statement that there's you now, billions of people or 350 million people in the United States. So all we need is 10% of them. So we'll have 35 million customers. It's not really thinking through in enough detail how you're really going to break through. And get, get someone to actually buy your product which is very different than just a top down will get 10% of all, all all Europeans or something like that.
