Last summer I was in central Florida.
Now I don’t know if you’ve been out that way in August but…
It’s a swamp.
90% humidity is a good day.
Every single part of your body sweats.
Constantly.
The only people crazy enough to go at such a time?
Coaster crack-heads, suckers for southern BBQ and those with kids.
I’m all three.
So there was, in Universal Studios and sweating my tits off.
Now, in an effort to avoid queueing, we got an express pass.
A mere $129 to skip the lines – well worth it.
And this is where it gets interesting.
One morning, we were skipping the lines and all of a sudden, Emma grabbed my arm….
Hard.
Me: “Owwww!”
Her whispering: “Look….”
Her eyes were wide.
She looked excited.
I turn to look.
Ahhh….
The object of her excitement (and affection) was standing in front of me….
… Hair just as blonde as it was in the 1990s.
A Spice Girl.
Baby Spice to be precise.
Who by the way, is now a woman in her late 40s with two teenage sons.
Now, what made this star-stricken interaction even better was my 10 year old, Barney…
He was totally clueless.
He asked if Baby Spice was ‘Mum’s friend from the gym?’
Which is the point of this email today.
See the truth is, for 98% of folks that day, Baby Spice was just a woman on holiday.
Yet for 2% she’s a living legend.
Which is instructive and the keys to the kingdom when it comes to making money in this game today.
See too many good men, in good business, choose to go ‘wide.’
Trying to attract anyone (and everyone) who could give them money.
And as a wise man once said:
“When you appeal to everyone, you appeal to no one.”
… It’s why in reality, they, and you, would be wise to create living legend status in a narrow market.
After all and in most cases – 2% of any market is all you need to make BIG money.
Plus it simplifies everything.
Anyway, as this week rolls in, remember that 2% is zig-a-zig-ah.
Sorry, couldn’t resist.
Until next time.
Make More. Provide More. Be More.
Charlie Hutton
