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�èã ‹ª€¥ ŠÞ´° ‡—Ò™ªÌ‘ï™ þבª¦› —Àõ’ò. þÀÕÅ, �‘¨�€ã º‘³�‘™�ÚÅ …°ÚŽé³. Alexander Graham Bell. Alexander Graham Bell invented the Telephone. In remembrance of Alexander Graham Bell, the AT&T (American Telephone & Telegraph) company set up a research institution, known as Bell Labs. In the Bell Labs, they have invented many innovative technology. One such innovation was the "transistor". The scientists in the Bell Labs invented the transistor and built a model amplifier using the transistor technology. AT&T's vision was limited to the Telecommunication business. So AT&T didn't see much usage for the Transistor Technology. Meanwhile, Sony's founder Akio Morita bought the license from AT&T for $25000, for using the Transistor Technology. Initially, they made hearing aid using transistor and then they made their innovative product, pocket-size small transistor radio. Sony realized the "unsatisfied wants" of their customers. Though AT&T had advanced technology, they failed to realize the "unsatisfied wants" of the customers. Mr. Morita did not believe in market research. ''Our plan is to lead the public with new products rather than ask them what kind of products they want,'' he declared in his autobiography, ''Made in Japan,'' So, you need to come out of the "supply and demand" thinking. You need to try to understand the "unsatisfied wants" and try to meet them. That will create a new growth market. ŸÏ™�À‘� —œ‘Ö׳ ‡òî—×òé‘Ö, �êØÆÖ �ê£Ñ�æ™�, ½³Ÿ ½³œ‘ �¯¨ »¦™�®Å ‡òé °‘�Å Àª¨Å ƒÏ™�Å. ½³œ‘ �¯¨ »¦¢œÚ¥ò, �¹° °‘�Å �¥›ŽØ¨Å. �¹° ½³™ �¯¨»¦¿€º, ×Ñ´°�´€° ×ãÑ¿º°í�, Àï° œÃ°‘Æ´³™� ºÆñèã°‘� �€À¿º°í� þׯ¦Æ �¹°€î, �êØÆÖ �ê£Ñ�æ™� ƒÏ¿º³ �¾Ñ×Å. �êØÆÖ �ê€×, œÃ°‘Æ´³™� …°ÚÅ ‚™�¾Ñ×À‘î —œÆÒ‘� À‘íìÅ °ï´°ò€À€Æ ×ãÑ´³ ت¥³ - �¹° �þÌ‘Åþºª€¥ ‡Å.‰.¦. �¹° �þÌ‘Åþºª€¥ ‡Å.‰.¦€Æ, �¿º¦þÆ Øª¨ ƒÏ¹°‘Ö, �³, ƒò€î™�, �—ÀÍ™�‘Øò ‡Å.‰.¦€ÆØ¥ —ºÆÏÅ, ½�àŠב›Ž ƒÏ™�Å. 1980ƒÖ, �þÌ‘Åþºª€¥ ‡Å.‰.¦€Æ, °ÁÝ� �Ìœ‘›�Å ‡¨´³™ —�‘¯¥³. ƒò€î™� �°ò ¶€Ò€À€Æ º‘Ï›�. œÂº´±Ö, �þÌ‘Åþºª€¥ À‘«×Ñ�è, þ°ÑÚ þ�èØ þº¿º€Ì ±Ï¦Æ �íé´±í�, —óÇÓÖ �€¥ºª¨ Ž¥¹°‘Ñ�è. ‚�, "Ÿó‘°‘" Ì›�Ì‘óò, �¹°™�‘Ò �þÌ‘Åþºª€¥ÇÖ º¦´° ‡—Ò™ªÌ‘ï™ø À‘«×Ñ. "Ÿó‘°‘' Ì›�Ì‘óò, —º›�çÍÖ …èã ƒ¹±Æ �Ìœ‘›� ¶ì×îÀ‘î "º‘Ì´ ‡—Ò™ªÌ‘ï™ø" ¶ì×î´±Ö …ÆÑ �±�‘ÍÆ‘� º¬½Í¹³ ×¹°‘Ñ. �×Ñ º¦¢œ �‘Ò´±Ö ƒÏ¹° ‡—Ò™ªÌ‘ï™÷”™�Å, ƒ¿º …èã ‡—Ò™ªÌ‘ï™÷”™�Å œÅº¹°þÀ Ž€¥Æ‘³. ‚î‘ÕÅ, �×Ñ, ‡¿—º‘à³Å, ½±Æ �¯¨»¦¿½�€ã �ê¹³, °ò �ê€× ×ãÑ´³™—�‘¯þ¥ ƒÏ¹°‘Ñ. �×̳ ×Æ±Ö …èã À´° ‡—Ò™ªÌ‘ï™ø �ê£Ñ�è ‡ÖÒ‘Å, —º‘³×‘� »ò°›Ž°‘ò ƒÏ¹°‘Ñ�è. �€°ÉÅØ¥, �Ìœ‘›� þ×€ÒÇÖ ƒÏ¿º×Ñ�è, —º‘³×‘�, ˆþî‘°‘þî‘—×òì°‘ò þ×€Ò —œËבÑ�è. "Ÿó‘°‘" Ì›�Ì‘óò, …¯€ÀÆ‘î ‚Ñ×´þ°‘þ¥þÆ, —º›�çÍÖ þ×€Ò —œË°‘Ñ. �¿º, "Ÿó‘°‘" Ì›�Ì‘óò °€Ò€ÀÇÖ, €À™þÌ‘½Ì‘œœ€Ì¿ ºíêÆ ‚Ì‘Ë¢� µ¥¹³ —�‘¯¨ ƒÏ¹°³. �¹° —°‘ÞÖ¸ªº´€°, ‡¿º¦ œÃ°‘Æ´³™� …ºþÆ‘�¿º¨´°Ò‘Å ‡òì "Ÿó‘°‘" Ì›�Ì‘óò �¹±´³™ —�‘¯¨ ƒÏ¹° þ×€ãÇÖ, �Ú›� —°‘Þ휑€ÒÇÖ, þÒºÑ ÊïÆò ‡—Ò™õò ×¹°³. �¹° þÒºÑ ÊïÆò ‡—Ò™õñ™�, þºœ þׯ¦Æ ‚ª�ä¥Å þº�, "Ÿó‘°‘" Ì›�Ì‘óò, ƒ¹° ‡—Ò™ªÌ‘ï™ þבª¦› —Àõ’€î �êÃ�¿º¨´±î‘Ñ. �¹° þÒºÑ ÊïÆò ‡—Ò™õïÖ, ‡Öþґ̳ º‘Ì‘ª€¥ÉÅ —ºíé‘Ñ "Ÿó‘°‘" Ì›�Ì‘óò. �°ò»é�, ƒ¹±Æ þ°Ñ°Ö ‚€«Æ´þ°‘¨ þº� æ—ר´³, þ°œ´³™� ºÆòº¨Åº¦, À‘—ºÏÅ µÖÒ �‘ÍÆ´€° œ‘±´³ ت¥‘Ñ, "Ÿó‘°‘" Ì›�Ì‘óò. ƒ¹° ‡—Ò™ªÌ‘ï™ þבª¦› —Àõ’ïî‘Ö ˆíºª¥ Á�¿—ºÍÆ ºÒò: �èã ‹ª€¥ ŠÞ´°³. À‘—ºÏÅ ƒÌ‘®×´€° €×´³ µ¥´±î‘ÕÅ, �èã ‹ª¨ ‡òº³, °ØÑ™� æƑ°°‘�þ× ƒÏ¹°³. ‚î‘Ö, ƒ¹° ‡—Ò™ªÌ‘ï™ ƒÆ¹±ÌÅ ÄÒÅ, ƒò€î™� �èã ‹ª¨ ‡òº³ ÃíêÕÅ ŠÞ™�¿ºª¨ ت¥³. �€°ÉÅØ¥, ƒò€é™� ÀÌ›�€ã �Þ™�‘²Ñ�è; �‘¨�€ã º‘³�‘™� þׯ¨Å, ‡òì —œ‘Ö×°í™� ˆíé‘Ñþº‘Ö ƒ¹° ‡—Ò™ªÌ‘ï™ þבª¦› —Àõ’ò, �‘¨�€ã º‘³�‘™� …°ÚŽé³. ‚�, "Ÿó‘°‘" Ì›�Ì‘óò ‡òé ‡—Ò™ªÌ‘ï™ ƒòó’ïÆÑ, °î³ �êבíé€Ò Àï° œÃ°‘Æ Ãòþîíé´³™� ºÆòº¨Åº¦ �鿺‘�þ× —œÆÒ‘íê ƒÏ™Žé‘Ñ.

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