1. Love this post. Can’t get more hard-core truth than this.

    I think of it like this: if you want magical results, you have to tap into a desire and energy source that’s ALREADY in place and just waiting to be triggered. That’s when a seemingly small trigger can deliver enormously outsized results. That’s the magic. It’s like a TV remote. Being able to sit on your coach and turn on the set, flip the channels, and stream a movie is kind of magical. But it only works because your house is ALREADY wired for electricity, cable TV, internet, etc. And companies are ALREADY pushing that content out to you. You didn’t cause it, you just triggered it.

    If you don’t have that desire and energy to tap into, all you can get is what you put into it. And probably not even that due to inefficiencies. In other words, you’re gonna lose money on that deal.

    There are a few exceptions to this rule, but they are darned few. The only one I can think of is the freaking genius who re-marketed fruitcakes as “Texas Pecan Cakes” and sold a boatload of the darn things. Nobody wanted fruitcakes, but boy were they interested in those Pecan Cakes!

    But pulling that kind of a rabbit out of the hat happens like once in a lifetime, if that.

    1. Author

      Thanks Jeff.

      LOVE that analogy. Couldn’t have put it better myself.

      And you’re right, there are a few exceptions to the rule. But, as you say, they’re about as rare as pulling a Charizard out of a pack of Pokemon cards.


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