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me plus a first class commercial plane ticket. Today it costs, at minimum, the
$16,800.00 I could have made meeting for that day at home with a client from my
waiting list or writing copy for a client, plus private air travel at about $2,0
00.00 per hour. The stakes are higher so the meeting must be worth more and the
decision to participate or refuse is more significant. There are also Present
Bank, known Future Bank, Potential Future Bank and synergy considerations. The
last is pretty important: is the Profit from x made at the expense of a , b and c that
already involved in?...or does x inter-connect with and further the interests of o
r create additional profits from a and/or b and/or c ? There must be sufficient size
of opportunity to produce sufficient Profit. At age 20, my concerns regarding P
resent Bank vs. Future Bank were weighted quite differently than they are now.
I didn t not understand how I could afford patience, so I would choose bird in han
d over flock in future almost every time. At age 30, with different knowledge,
experience, leverage, that changed. Again at 40. Again at 50. But, to be succ
inct, there are two pitfalls to be as conscious and cautious of as you can: one,
getting mired in an opportunity offering size 3 profits to size 8 skills. Two,
mis-calculating true profits.
To be very, very specific about a target market, I am concerned with its size an
d the psychology, behavior, and financial wherewithal of the customer in it, the
ir affinity to me and my likely ability to connect with them, and their demonstr
ated responsiveness to direct marketing. Through this prism, I am trying to pre
dict the profit value of a customer.
Third, Preferences should ALWAYS be considered, even when you might think you ca
n t afford them. Real drudgery for which you have no passion and at best apathy w
ill never, never tap your talents or make you rich or celebrated. Connecting yo
urself in any way to toxic people, dangerous people, people genuinely disliked b
y you, your spouse or your dog is too high a price for any apparent award. This
is not to say you behave like a baby and only do what you like all the time. I
t s not that simple. But you must keep in mind that your performance is the key t
o everything, so it must be well directed, supported and facilitated, not hamper
ed. Very few people grasp the extreme extent to which the world can be required
to conduct itself with you as you prefer, and the earlier you discover this, th
e better.
As to the broader, bigger picture of
How do you find it ?....one part of that answer i
s exposure. You have to get out and about and curiously investigate a vast vari
ety of people, places and things, and more importantly, make yourself and your b
est points of leverage visible and known to as many people as possible. In this
way, opportunity will find you. Beginning with enthusiasm for and skills in sa
les and marketing is an outstanding advantage over many; many have to bring this
about late, after committing to a career or business; you can apply yourself to
just about anything and do well. While looking for your ideal thing, you might
consider helping other people with their things. Almost every existent busines
s has untapped, stored value that can be liberated and new profits shared.
Finally, time waits for no one, not even 25 year olds. So massive action is bet
ter than any other.
Best,
Dan Kennedy