I was introduced to this book by Mark Tonneson, my first manager at Cisco. Fresh out of college, I was an eager whip-snapper who would soak up any piece of advice on “getting ahead”. I didn’t read the book, although Mark bought it for me. It still is in my ‘library”. But the phrase “Dig your well before you are thirsty” has been with me since that day.
Most of us tend to ask for help when needed. Its the “on Demand” way of doing work. I’ll learn something when I need it, until that point of time, learning it is useless. I agree with that principle for knowledge.
For relationships, though, I have always tried to build them way before I’d ever need them. In fact building relationships without the intent of ever using them is a sport of mine. It comes from being interested in people and wanting to know as many people as possible.
As an entrepreneur that principle has helped me more than anything else I have done.
This however, is a story of how I acquired my first customer at my first company. It began 3 years before the customer signed up though. So effectively my sales cycle was “3 years”.
Circa 1995, Rational was hosting an event on Object oriented modelling. It was a free event, sufficient enough excuse for me to show up. The event was to start at 830 am and was scheduled for 2 hours. The venue was the Double Tree hotel in San Jose. I showed up at 815, and was negotiating with the automatic gate (which I felt was unreasonably placed in a position which required you to get down from the car to reach for the button that would give you a printed ticket), which would trigger the proximity sensor to open the gate.
I had to get down. Damm, I hate these poorly designed machines, which don’t really help serve the purpose that they were intended for.
It took me a few minutes to park and make my way back to the entrance. In the meanwhile a few other cars were backed up at the gate, facing the same problem. I was not “smartly dressed”, and had on a t-shirt and slacks. I noticed a few more folks struggling with the sensor gate, so I made my way across to that gate, and helped push the button and get the ticket for the first car. The gentleman in the car was in a beige suit and seemed preoccupied with something on his dashboard. He did though, look at me and murmured “thanks”. I was just about to make my way to the entrance when I stopped and realized every one of the cars in the queue would have the same problem.
For the next 3 minutes I pushed the button for 5 or 6 cars and diligently gave them the ticket so the drivers did not have to get down from the car. Noticing it was 825, I decided to make my way to the registration.
The “beige suit” was just behind me at the registration desk. He did a quick double take and asked me if this was the Rational rose event.
I replied in the affirmative and said it was and I was registered for the same event. He introduced himself as Steve and said “I really have to say thanks again, since I did not realize you were helping me even though it was not really your job”. I realized then that he thought I was an attendant whose job it was to “push the button and give the ticket”.
I laughed pretty hard for the next few minutes and we both got talking about my job at Cisco and his. We agreed to keep in touch after the event and “catch up over lunch sometime”. Over the next few months, I would email Steve off and on, sharing some articles and such, and we’d have some email “debates”, that but never really met him for lunch.
3 years later, I left Cisco to start my first company. Steve emailed me a few months earlier saying he had joined Netscape (Actra).
I sent an email to my contact list 2 months after my beta product release, letting them know our product was available for companies to install and try.
The first email response I got back was from Steve. He asked me to come by and give his team a demo.
A month later we started working with the Actra team (Netscape) as part of BuyerXpert product.
You can call it luck. I also call it luck.
I am actually known to be the luckiest guy on this planet.
The only thing I do to get lucky is dig my well before I am thirsty.