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Anarticlegotmyattention.
Theincompetent,therefore,sufferdoubly!Notonlydotheyreacherroneous
conclusionsandmakeunfortunatechoicesbuttheirincompetencerobsthemof
theabilitytoevenrealizeit.Infact,thisincompetencecanalsobedenialtoaccept
reality.(Obvious Adams)
I'msayingthisasapreferencetotherestofmy10min.becauseIwanteveryone
ofyoutoacceptanew realityandthisnew realityhasmanyfacets,asyouwill
learn.
On Thinking Differently
Whyisthesession(amI)relevantfor10valuableminutesofYOURlimitedtime
herethisWednesday?
For another:Successesin465industriesworldwide/i.e.Inc.500fastestgrowing
companies,topindustrycoaches,famousconsultantsandauthors,everythingfrom
bowflextoplanetfitness.AmdahlCorporation.consumer/b2b,oneshot/multi
influence,etc
Imknownforlookingatsituations,markets,industries,strategies,marketing
sellingadvertisingapproaches,businessmodels,revenueactivities,
problems/challenges/issues,opportunities,opportunitycosts,sunkcosts,hidden
assets/overlookedassets(bothtangibleandintangible),capitalboth
financial/intellectual,relationalDIFFERENTLYthanalmostanyoneelseinthe
room.
want to do it too?
Iamhopelesslycurious!I'vebeenattractedallmycareerunknowinglytopeople
inindustries,whofiguredouthowtooutthink,outstrategist,andoutsell,out
positiontheircompetitors.TheyALLlookedattheirrespectivesituationsfrom
fresh,newslantsthatfew/noneoftheircompetitorssaw
Irealizethatineveryindustrymostentrepreneursareconfoundedbyknots,
puzzles,status quo thinking/acceptanceandchallengingbusinessdilemmasthat
theydon'tevengraspletaloneknowhowtosolve/resolve.Remindsmeofthe
quietdesperationquote
Irealizedthatalmosteverybusinessinalmosteveryindustrywasstuckand didn't
even know it
Overtheyears,I'vedevelopedapotent,ratherfascinatingwayofseeingthings
differently.Thisisbeenalmostentirelyinfluencedbytheconfluenceofbeing
exposedtocountless,inventiveentrepreneursfromcountlessunrelated
industrieswhowereutterlyobsessedwithgoingbeyondwhateveryoneelsein
theirmarketorindustrythoughtpossible(notjustaspirationwisebut
operationally/strategicallyevenperspectivewise).
TheperspectivethepeopleIseemedattractedtofeltwas Whatever
goal/objective they were pursuingit was like being part of leading a
revolution/crusade. Plustheyallhadanutterlyindefatigableenjoymentof
whattheydid.Andtheyfoundtheirworkhighlyworthwhilenotjustfor
themselvesbut for the marketplace they were doing it for!
Iquicklyrealizedinobservedcontrast,thatmostentrepreneursunknowingly,
unintentionally,undeservedlyLimit/restrict/impedetheirown(andtheir
business)abilityandperformancecapability.
Thatmeansbothperformanceofultimatevaluecreationto/fortheirmarketplace
aswellastheperformanceofthemaximumprofitandwealthcreationfor
themselves.
IhopeIcanprovideaclearwindowforyouoftheselflimitingrealitiesallyour
counterparts(not of course those in this room)experienceandhowto
benefit/capitalizeandseethensieze)allthattheyfailtoperceive!
Letmesharethefirst3rdofmyprofessionalcareer/life.Because,itwasprobably
themostre-definingofwho(and what)Iultimatelybecame
HopefullysharingitwillhelpYOUreexamineandrealizehowtolookatYOUR
situationfrommoreofaCATscan/MRIbasedperspective;sothattherereallyARE
nolimitsonwhatyouandyourbusinesscanaccomplish
AsIchroniclemylife,keepcontrastingmyadventuresagainstwhatIcallthe herd
mentality toalmosteveryindustryyoumaybeawareof(orbeoperatingin).
Startthinkingdivergently.Lookatproblems/opportunities/issues/challenges
throughdifferentpeople/industryspointsofviews.Funnelvisiontakesallthe
differentapproachesandparadigmsfromasmanydifferentunrelatedindustries
andmentalmodelsaspossibleTHENincorporatesthebesttogetherintoaanew
hybridamalgamorsynthesisthatpreemptseveryoneelseyoucompeteagainst
At17IwasveryimpactedbyMarkTwain'sTomSawyer.Hepainted fences.I
paintedfirehundreds.Pay$.50ahydrant.FoundteenagersIcouldpay$.25eachto
todoitforme,whyreadbiographies
18.Iwasinvolvingcommercial financewedfinanceheavyequipmentforfarmers.
Combines,tractorsandharvestersetc.Ourpaymentsbackfromthelenderwere
NOTmadebythemonth.But,ratherbytheharvestingseasonwhentheirmoney
camein
Charge card/notcreditcardbusiness.Whilethepeopleyouhadto
finesse/respect/makecriticalthinking/diplomaticlogic
Schloss familyspottrends?getinearlydoityourselfgascablechargecurrent
Truck leasing.Addingmaintenancetotheleasetripleprofit.Differencebetween3
extraMillsonatruckgoing1,000,000milesayearwasanextra$30,000profitper
yeartimes3yearsor$90,000.
Association business/smallaffinitygroupscouldn'taffordtheirownstaff.Butif
offeredhalfthecost6wouldeagerlyallowonemantobethereexecutiveandpaya
feetosyndicateintohisstaff.Hemade3timeswhateveryoneelsemadeinthe
Associationbusiness.Repurposedsalespeople,executives,documents.Restaurants,
grocery,meatpacker
Radio station.Packagedtogetherdesirableandlessdesirableassetsandyoucould
sell300%more+eliminatedogs.Perseverance/packagingtrips.Creating
buying/purchasingpoweratwill/diminishingasset/.1strowtickets.Trades.
DuplicatingAM/FMinfrastructure.Expiringasset.Commissionfree.Irrisistable
offer
Shavers.Noretailerswantedtobuythem.Soyouhadtodevisesomething
inventiveoutsideshaversthatwouldmotivate/exciteretailerstopurchase
Christmas/Father'sDay
ConsignmentdistressedisALWAYSopportunityindisguise.Distribution/accessto
marketcanberepurposed8track/curio
JW Gibson/don'tbuygrowthbusinesses.Bydyingbusinesses.Don'tpayfor
advertising/payforresults.Allowablecost.Multipledistributiongeometric.
Repurposeuniversalmanufacturingcapacity.Redeploymentofasset/band1/2
telemarketing/OSXIBMphototapereader.Getpeopleethicallyaddicted
trucks/advertising/yellowpages.redeployment
Icy Hotlotoflittlesproducesanenormousaggregatehardtokill.Distributioncan
bereused.Preemptallthenegativesbeforetheyareposed.Irresistibleoffers.I.e.
proposition:rettentionofALLmoney/commissiontomiddleman,backupsupply(
supercritical)logic.MoreicyhotBusterCrap/testingMartinGable.2ndchance.
Wives/husbandpersonalizedpicture.Someoneturnedyoudowndon'twalkaway
turnthatintoanaccessintroductionbilldistributionchainthousandmedia
Howard Hughes.Leasedontselldrillbits
Joe Karbo:Admitaweakness.Lowernumbersmorebelievable.Selfeffaceown
accomplishents.Maybemaybenot
Dry cleaningfixedcosteconomicsofscale.Repurposeeverythingatpremiumi.e.
hotel/motelUniformrental/matsmops/dustcontrol/leather/suede(5timesmore
profitable).Helpthemmarkettotaptheirclients/signs/tags.Reuseunderutilized
capacity/8track.licensewhatyoudevelopi.e.UNIFORM/master
Lead generatingpeopleonlyfocusonacquisitioncostnotqualityconversion/6
weekdelaytosavemoney.Ifyourepresentexpertiseandaskedgreatquestionsyou
yougetunhedginglywelleducatedbyexperts(whoareprospects)free.Everyone
didn'ttelltruth.Criticalmassprospectpipeline/systematicsequential
call/letter/calllettersellingsystem
Entrepreneur magazine.Repurposesunkcosts.Tradeintangiblevaluei.e.books
advertising.Multipleshort/longtermrevenue/businessstrategies.Turnorder
takersandthesalesmakers.Acquireexpertise/GeneSchwartz.DanRosenthal
Harvey Brodyhelpeveryonefreefor1staccesstothemailinglist/motherlode
freshmeatnames
Art Linkletter/WaltDisney/Kodakfilmbooths
IRIdon'tusegeneralmedia.Whosegotmarket?Powerofendorsements.
Truthincludingnegativeproduceshugecredibility.Repurposecredibilitymag
articles/newsletters/booksUseinfluentialwithanddirectaccessdistribution.Turn
fixedintovariable.SequentialmarketingOSX,bookofsequencing.Crossover
buyers.Seminartranscripts/tickets/outofprintbooks.GetVendorstofinance
marketing.Nonlinearmarketingpreempts.Cooptruth.Coloredgems.
Newsletters-Multiple upgrade/downgrade/reactivating
capabilities.Repurpose own
Dan Rosenthallifetimevalue,marginalnetworth,preemptivemarketing/risk
reversal/subscriptionmarketing/trial/reasonwhy/advantage
benefit/salesmanshipinprint/seeingsomebody'sphilosophy/experience/
contrastingtoabroaderspectrumofcontextclaudeHopkins.ScientificAdvertising,
MyLifeInAdvertising,TakenAtTheFlood(AlbertLasker)
Drew Kaplan:thedatatalks
Life insuranceyoufeltyouwereresponsibleforyourterritory.IFIdie/whenyou
do
David Gellerusemodestmoneytocontrollargemediadistressgetcontrolof
deals/makepeoplepartnersonperformance
Infomercials.Tieupdistribution/changingpropositionturndogintomoneymaker
Dave Wagonvordforcertifiedcheck.oneononebarter/triangulation
JW Gibsontelemarketing:makesomeonemanagerwhenhitbenchmarkgivethem
overrideonsalespeopletheybringin.Youhaveasalesman/managerleavethe
accountstaysandtherevenuecontinues
Hopefullyyouhadsomeeye-poping,perhapsmind-rattlingthoughtsasyou
listenedtowhatIjustsharedwithyou?ButWHATISthebiglesson/actionstep
instructioninallthis?
1stit'slookateachsituationdifferentthaneveryoneelse.Where'sthescreaming
opportunitythatnooneelsesees.
interactionbemoreobservant.Asyoureadarticlestakeenoughtimetoreflecton
whatthelessonyouarereceiving(but not perceiving)mightbe.Itcouldbe
somethingimmenselyadaptable,adoptablefromwhateveryouvejustlearned.
Couldbeareactionyou'reseeinginyourselfyouhavetoidentify(andextrapolate)
toseeifit'sareactionyoumarketoryourcompetitorsmightalsofeel.Itcouldbea
sideofyourselfthatyoulikeordon'tlike.Canbesomeoneyouinteractedwiththat
impactedyouandyoucanisolateanelement/attributeoftheircharacter/conduct
thatisverypowerfulyouwishtomodelorintegrateintoyourownpersonaor
conduct
Thepayoffwillbehuge:deliveringmultipliedresultsinleveragingeverythingfrom
yourfinancialyield,multiplyingyourmarketingperformance,transformingyour
industrypositioningandliberatingandanimatingyourentireviewoftheworld.
Bottomline:the world is a 3-D movie you can have the only pair of
DyerandGregersenresearchersfoundoutthatalotofinnovation
comesbackto associative thinking whichis,orcanbealearnedskill.
Thatistosay,ithappenswhenwemashupalotofideasorfresh
sourcesofinformation.
When you grow up, you tend to get told the world is the way it is and you're supposed
to just live your life inside the world. Try not tobash into the walls too much. That's a
very limited life.
Life can be much broader, when once you discover one simple fact, and that
iseverything around you ( that you call life), was made up by people that were no
smarter than you. And you can change it, you can influence it, you can poke life and if
you push it, something will pop out the other side, that you can change it, you can mold
it.
That's maybe the most important thing. It's to shake offthe erroneous notion that life is
there and you're just going to live it, versus embracing embrace it, change it, improve
it make your mark on it!
Here's to the crazy ones. The misfits. The rebels. The troublemakers. The
round pegs in the square holes. The ones who see things differently. They're
not fond of rules. And have no respect for the status quo. You can quote them,
disagree with them, glorify or vilify them.
About the only thing you can't do is ignore them. Because they change things.
They push the human race forward. And while some may see them as the crazy
ones, we see genius.
How else can you stare at an empty canvas and see a work of art? Or sit in
silence and her song it's never been written? Or gaze at a red planet and see a
laboratory on wheels?
Because the people who are crazy enough to think they can change the world,
are the ones who doApple Inc.
Howoftendoyouthinkdifferently?Howoftendoyoulookforsolutionsinnew
environments?