• a steakhouse more popular than outback
• a barbershop more popular than great clips
• a convenience store more popular than 7-eleven

___

Your problem isn't competition. It's creativity.

Learn how to stand out.

And customers will line up outside your door.

• a hotel more popular than hilton
• a pharmacy more popular than cvs
• a gym more popular than planet fitness
• a pet shop more popular than petsmart
• a furniture store more popular than ikea
• a pizzeria more popular than papa johns

Diane goes all in. She spends the next few years buying out her biggest competitors. Picking them off one by one.

Until she's the only one left standing.

Diane transforms ABC Supply into a powerhouse.

Today she’s the richest self made woman in US history.

It's 2007. Ken comes home one night and has a tragic accident. He dies.

Diane's crushed. Everyone assumes she’s going to pack it up and sell the company. She can't possibly continue on her own.

They're all wrong. Very wrong. Here's what happens next.

→ Offering great customer service in an industry where that's rare

→ They continue to grow, buying and building new stores

→ After chugging along for a couple decades, sales hit $1B/yr

→ And then Diane’s life is shattered

→ The year is 1969 and Diane's working as a real estate agent

→ She meets a contractor named Ken and marries him

→ Together they start buying property and build a nice little rental portfolio

→ In 1982, they sell it all and use the cash to buy a small roofing company

→ They rename it ABC Supply

Version one of your product isn’t supposed to be pretty.

It’s just supposed to work.

Prove demand. Improve delivery. And dominate the market.

That’s how big things happen.

→ Netflix launches with DVDs in the mail. Pick the one you want and we’ll send it to you. No fancy tech. But it works. And it wedges Netflix into your daily routine. So that when streaming comes along, they already have 7 million happy customers. Nice start. Today it’s 238M.

→ Airbnb starts with an air mattress. Literally. The founders rented it out on their apartment floor. And used it to hijack the modern travel experience. Today you can rent a penthouse. Or a treehouse. Or a boujee boathouse. But it never would have happened without that dinky air mattress.

→ Uber gets going with a couple black cars. All around one San Francisco neighbourhood. It’s swanky and over-priced. Perfect for high rollers. And no one else. But Uber quickly spots a mega-opportunity. To break and rebuild the taxi industry. You know what happens next.

It's a subtle strategy. And it's everywhere.

The hotdog says everything. Without saying anything at all.

Because of the hotdogs.

Costco is about value. That doesn't mean they're cheap. It means you're getting more than you pay for.

Bigger packages. Better quality. Longer warranty.

The $1.50 hotdog signals they're not trying to rip you off. So the scotch must be worth it.