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Exploiting The Weak For Profit

May 21, 2023  

By Charlie Hutton

May 21, 2023

Barney (my son) was poorly last week. 

Every sick bowl was in use and the tumble dryer went into overdrive.  

Now, after an entertaining video call with a doctor, where I awkwardly shinned a torch down his throat, he was diagnosed with tonsillitis. 

I was dispatched to ‘big Tesco to pick up his prescription and a new thermometer. 

Now, not to brag, but Lichfield’s big Tesco is B-I-G.

Think everything from garden chairs to a sushi counter. 

Now, to get to the pharmacy you have to walk down the baby aisle. 

… And next to the nappies, I spotted a thermometer.

An Tommee Tippee baby one.

Price tag – 45 quid. 

I grabbed it quickly and carried on down to the pharmacy. 

Handing over the prescription, I then asked if they had any other “in-ear” thermometers out back.

“Yep, their twenty pounds,” replied the pharmacist.  

“Are they the same?” I questioned. 

“Oh yeah, EXACTLY the same,” she said raising an eyebrow. 

“Only one has the word baby on, and the other doesn’t – we sell a lot more of the baby ones,” she shrugged.  

Write that down – it’s important.

  • Same thermometer.
  • Same store.
  • Different target market.
  • Double the price.
  • More sales.


A powerful reminder of being niche in your targeting.

(And maybe a lesson in just how far you can exploit weak-willed, sleep-deprived parents.)

Making your mantra for money this week, this…

Can you too sell the exact same thing, to a different market, at double the price?

Chances are you probably can, and probably should.

Anyway, good news for me – I saved twenty-five big ones.

… Plus, 48 hours later the penicillin kicked in and Barney was back to bouncing off the walls.

Make More. Provide More. Be More.

Charlie Hutton


Founder Of The One Man Empire Movement.

Make More. Provide More. Be More.

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