Two sales men go to Africa in the late 1800s to see if there is an potential to sell shoes.  One of them telegraphs back (telegraph here does not refer to an iPhone app, but rather a mode of communication the predates the internet, which didn’t always exist), “There is no potential here, no one wears shoes.”

The other salesman telegraphs back, “- …. . .-. . / .. … / .- / …. ..- –. . / — .–. .–. — .-. – ..- -. .. – -.– / …. . .-. . .-.-.-”  (morsecode.scphillips.com/translator.html)

Likewise, there are only about 3% of the population that listens to Classical Music.  Some in the industry say if they could just get it up to 4% then the industry would be saved and that there would not be an further orchestra closings.  But Benjamin Zander proposes that maybe many more people (most people) would like classical music, but they just do not know it yet.

Take a look at his TED talk and let me know what you think.