𝗗𝗼 𝘆𝗼𝘂 𝗸𝗻𝗼𝘄 𝗬𝗼𝘂𝗿 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗰𝗮𝗻 only 𝗺𝗮𝗸𝗲 𝘁𝗲𝗻 𝗽𝗲𝗿𝗰𝗲𝗻𝘁 𝗶𝗺𝗽𝗮𝗰𝘁?

A guy from Bihar goes to Tamilnadu. And he went to a roadside restaurant and said, "I'm hungry, and what do you have that will satiate my hunger?". And the restaurant fellow said, "I have masala Vada, and it'll satiate your hunger.". And the guy asked, "What is the cost of the masala Vada which will satiate my hunger?" and he said, "Five rupees.".

The guy had the first Vada, but he was still hungry, he had the second Vada, but was still hungry, third Vada, fourth Vada, fifth Vada, sixth Vada, he was still hungry. Finally, when he had the seventh Vada, his hunger was satiated. The guy went towards the billing counter, the bearer from inside screamed thirty-five rupees, but this guy took a five-rupee coin and kept it on the table. The bearer said, "But you had seven Vadas!". The guy said, "My communication was very clear from the beginning.

What is the cost of the Vada, which will satiate my hunger, and you said five rupees? Seventh Vada alone satisfied my hunger. I'll pay only for the seventh and not pay for the remaining six.".

It's called Sapthavada Gnyaayam. Sapthavada Gnyaayam is, if six Vadas alone have gone in, it wouldn't have made a difference. And you cannot have the seventh without happening the sixth. So only when the seventh Vada follows six Vadas hunger can be satiated.

Drawing parallels to it, ninety percent of all your communication is only preparing the other person's mind; ten percent of your communication only is communication. If you go and ask a farmer, a farmer will tell you, "On an unprepared soil, even a healthy seed will die.". And so is with communication. Every time we communicate to an unprepared mind, it kills our communication because the receiver of the communication is not yet ready to receive the communication!

Sometimes when you think that you've made an excellent presentation, and still the sale did not happen, chances are, your excellent preparation prepared them to be interested in your product. Yet, the communication to convert that into a deal never happened. You delivered six Vadas, but you did not deliver the seventh Vada. 

Ask a farmer, and the farmer will tell you, "On a well-prepared soil, you don't have even to plant the seed. Throw the seed! It will sprout.".

The art of communication is about how you prepare the mind, not how you communicate. If there is a communication gap, the gap is in preparing the other mind, not communication. Ninety percent of communication is the preparation of the mind.

All failures in communication are the failure to prepare the other individual's mind before you communicate. It's not others' failure. It's my failure. If communication does not achieve the desired result, the communicator's failure is not of the receiver of the communication.

Never waste a good idea in an unprepared mind. Never destroy the right product in an unprepared prospect's mind. Never go and sell an extraordinary idea to a market when the market is not ready to receive that idea. Prepare the market, and then throw the idea into the market.

First, prepare the mind and only then communicate to a prepared mind.

Thank You!

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Reference - Mahatri Ra's Unposted Letters