I wish I'd invested in mobile phone technology when it first made its appearance. Foolishly, I thought, "these things are gimmicky toys, attractive to a few techno-geeks only."

I had overlooked one crucial bit of information that mobile phone companies quickly capitalized on: fear.

The principle is to promote a product so that the consumer will feel safer or more confident with it than without it.

True, they are convenient when you break down on the highway, or you need to call 911, like, right now.

Elderly people who wouldn't dream of owning a computer quickly embraced cellular technology. Kids who see them as staus symbols likewise wouldn't be caught out without their cell phones stuck to their ears.

Personally, I consciously resist the push towards being totally "wired in." There are times when I don't want to be available at any time to anyone with my cell phone number. A potential dating partner thought it was a little bit too weird (she said she wasn't "comfortable" dating someone who didn't have a phone number).

That is a fatal mistake in business: projecting that perhaps a significant number of potential customers might think like me.

That, and overlooking the fear factor. Perhaps it's not too late to cash in on this time-tested strategy.