How To Make A Great Deal Of Money With As Little Pain As Possible

Now I will wax philosophic about absolutely essential business knowledge:

The biggest, single misunderstanding people have about business success is that the “wrong path” is so remarkably easy to wander down.

As you know, I talk to a huge number of entrepreneurs and daily, they’re most eager to regale me with every nitty-bitty detail of their incredible product or product idea. Sometimes I listen patiently.

And I groan inwardly as I listen to these people so into their particular product, so enthused with their product, so convinced that it’s one of a kind, so profoundly committed to its unique ability to stand out in the marketplace.

Because all of that is incidental to the issues we should be talking about. Like: Who was it built for? What evidence is there that they will spend money for it? What media and marketing method lends itself to the situation? Because:

An associate called me at 9 p.m. the other night, understandably excited by the succint way to explain this to people which he had just found in an old advertising book he had bought in an antique store. The quote said:

“ANY FOOL CAN MAKE SOAP. IT TAKES A CLEVER MAN TO SELL IT.”

There is the wisdom of the ages. There is a million dollar quote. We'll contine a little later this week on this same subject. In the mean time, really think about 'who's your who.' Until then.

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