Myths and Drowning

The ancient Greeks and Romans developed myths to explain natural phenomena that otherwise defied explanation.  These myths were projections of people's own fears, and the natural human intellectual desire to fill the void. While it is easy to understand why myths were developed, it is vital to realize these explanatory myths were not fact based.

Business owners both in ancient times and today may likewise suffer from believing in myths and with the same results as the ancient Greeks and Romans.

A few myths:

1. "Make a better mousetrap and the world will beat a path to your door." Nearly every inventor, programmer, engineer, designer, Phd, seems to suffer from this powerful delusion. If you fall into one of these groups, there is a 99% chance that you truly believe this. Those suffering from this delusion should ask themselves the question: If a tree fell in the forest but no one was there to hear it would it make a sound?  It is profoundly amazing that in the presence of even the simplest lemonade stand business owner how widely spread and how deeply felt this myth continues to exist.
2. "I can't afford to advertise." Clearly a myth related to Myth Number One above.  Advertisement is the communication with prospective customers/clients about you what you can do for them.  If you don't effectively and frequently tell them, how are they to know?  Can customers/clients actually buy products and services of which they are unaware? If you don't invest in communication you will never have a business, and you will barely have a practice.  
3. "No one without my experience could do what I do as well as I do it." This is both myth and egotistical arrogance but is fed by the way technical people are educated and trained. The reality? Most people claiming 10 years or 20 years experience really have only a few months or years experience repeated over several years. 

Are these myths confined to one culture? I've done business in more than 40 countries and have found these myths thriving, especially among technically trained and heroically hard working professionals.  They suffer and wonder why their business does not thrive.  They blindly thirst while stumbling about in the oasis. They are doomed as they stumble back into the desert only to dehydrate and die all the while wondering why they could never find the sweet water of success.  Myths are unforgiving. 

How can I help someone suffering such terminal 4th stage drowning delusions?  It's not unlike helping non swimmer avoiding drowning. I must be careful lest I am pulled down with the victim and we both drowned.