“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Peter F. Drucker
He was a college kid who needed to make some money, so Russell and another buddy developed a simple video on how to construct a potato gun that would shoot further than anything else on the market. Don’t worry, I didn’t know what a potato gun was either. Unless you live in Idaho, it might just not be your thing!
With a flip cam, in the basement of his house, he created his “how to” video. It was a far cry from a Hollywood production, but the video was highly informative on the building of a potato gun.
Next he found a forum with 10,000 potato gun aficionados, purchased a banner ad for about $100 a year, set up a simple web site to sell the video and bought Google pay-per-click for 5 cents a click. Voila! That simple concept brought him $30,000 a year from potato gun sales.
When Russell Brunson first started Internet work, he had no knowledge of where to begin in the process. He also had no budget. That sounds familiar! He realized that he could not do it all, so he searched for Internet assistance. A programming company gave him a $5,000 quote to set up his web site. Thinking that people around the world might offer him a more realistic deal, he posted his project on www.odesk.com. (He also recommends www.elance.com and www.guru.com). The project went from $5,000 to $1,000 to $500. Finally, a young dude in Romania said he could do it in three days for $20. Guess who got the job! AND, Russell still works with this guy today.
A life-changing concept that Russell employs is “Opportunity Cost.” (Stop yawning!) You know the saying, there’s no such thing as a free lunch.” So goes life. Nothing is free. For example, you get a coupon in the mail for free tacos on Tuesday at Vallarta’s. While you don’t have to pay for the taco, the opportunity cost is the time it takes you to drive to Vallarta’s and eat the taco. You’re losing the opportunity of spending that time doing something else.
So with every decision you make, look at the Opportunity Cost. It is broken down into two simple concepts:
1. Time Management
2. The Hedgehog Concept
What is the dollar VALUE you place on your time? Right now, I’m at least worth $40 per hour. If there is a project that would take me hours to learn and use effectively, like the ins and outs of html, it is far more efficient to employ a programmer to complete the project. The alternative is hours wasted where I’ve wanted to tear my hair out. While engaging in those feelings, I’ve lost sight of the structured plan for the day.
A huge, expensive mistake we make is undervaluing our time!
Focusing on your one core business strength can move you from mediocre to excellent. In “Good to Great,” an amazing book by Jim Collins, he explains that foxes are good at many things. They fit into the Jack of All Trades category. “[H]edgehogs know how to do only one thing really well—roll up to protect themselves.” When the fox attempts to catch the hedgehog, it can’t. “The hedgehog always wins by focusing on one core strength.”
It is my goal to follow in the footsteps of a great entrepreneur like Russell Brunson. To do so, I need to be that hedgehog with laser focus. I’ve been trying to flit from one thing to the next as a fox. It hasn’t worked! It is time to buckle down, focus on my core strength and pass the remaining gazillion tasks on to those who are efficient in their niche.
Are you a fox or a hedgehog? Stop and look at your activities from just today, and if you dare, answer the question honestly below 
To Our Laser-Focused Success,
Dar
May 19th, 2010 at 11:45 am
Oh my goodness Darlene! This is a perfect post! Maybe it’s so perfect because you’re a great writer, it’s entertaining and educational. Maybe it’s perfect because that is EXACTLY what I need!!! Like you, I MUST buckle down and focus! I must get really good at a task before I start something else!! And that’s what I’m going to do (with walking practice mixed in
!!!!
Linda G Cox´s last blog ..The Written Word
May 19th, 2010 at 2:49 pm
Darlene, a lesson I had to learn in my business career the hard way. Do what I do best and let others handle the rest! Our time is valuable and we have to make the most of it!
Eddie
Eddie Espiritu´s last blog ..A Fighter Pilot and a Chicago Mobster
May 19th, 2010 at 9:02 pm
Hi Darlene,
My name is Debbie and I’m a flitter. You caught me! And you are so very right. I need to stop being foxy and start being hedgehogy. Ha!
Thanks for sharing your insights. There’s a lot of great information here. Love the potato gun story.
Debbie Stevens´s last blog ..If You Believe It, You Can Do It
May 20th, 2010 at 11:06 am
Hi Darlene!
This is Mentor Mama and I am a FOX! In more ways than one I might add! You and I have these animal themes going on. . . it is really a crackup.
It is amazing how we get what we need when we need it. I was on skype this morning with my Tribe member Lynn Rekvig, discussing focus and how I need to narrow it down. Then, I read your post. Is there a message for me here?
I always love your stories!
Mentor Mama
Nancy Burke Barr´s last blog ..Are You Penny Wise and Pound Foolish? Part 2: BANKERS
May 21st, 2010 at 10:42 am
Nancy –
Where the heck is your Gravatar??
Andrea
May 20th, 2010 at 4:25 pm
I didn’t realize I was so foxy. A fox is beautiful and sexy but flits around. A hedgehog is a lot less sexy, laser focused on its strength, but it gets the job done. I guess I have to become more like a hedgehog. Actually, this week I have hired two new people to help me, using their knowledge and strengths, to move my online business forward.
May 21st, 2010 at 11:05 am
Okay Dar –
I hear ‘ya.
Plus I’m a lot more hedgehog shaped than I used to be – might as well take advantage of the perks that can come with that – grin.
Pretty sure I’m moving in the right direction. Just gotta get on a schedule and hire a couple of hands – a right and a left – to get some of this odd ball stuff I spend a lot of time on DONE without my days being sucked away.
Thanks for the nudge
Appreciate you ALWAYS!
Andrea
Andrea Goodsaid´s last blog ..I’m Ready to Start – But What Do I Sell?
May 21st, 2010 at 12:08 pm
Hey Darlene,
Great post! I love the book Good to Great! It has been a great influence in my life. Thanks for the reminder of the Hedgehog strategy. I needed to hear that today. To your massive laser-focused success!
Make it a great day!
God Bless,
-ed
Edward´s last blog ..Are You Ready For The Right Place & Time to Show Up In Your Life?
May 21st, 2010 at 6:35 pm
Hi Darlene, I think you’ve touched on a nerve with most people with this one. So many of us, myself included, try to do it all. It’s great to have a reminder of where we can improve our productivity & preserve our sanity.
Thanks for sharing
Cheers
Foxy
May 22nd, 2010 at 9:32 am
A testament to the value of finding your niche, and CRUSHING IT!
I also met a guy who made six figures online with his knowledge about concrete. That changed though – after the U.S. Army called him up to make airstrips overseas.
Paul Klaszus´s last blog ..My Tribe Syndication Journey
May 25th, 2010 at 4:24 pm
Darlene,
Love it! You hit it right on target with saying we should focus on our vision and build from there. Great examples of just doing it!
P.S. I do know what a potato gun is! They’re lots of fun. Only we’ve used a reproduction cannon from the civil war era. Comes with being a history re-enactor. Have an awesome day!
Val
Val Wilcox´s last blog ..Clarify the Right Relationship with Yourself
May 26th, 2010 at 5:36 am
This title caught my attention first.HA! This post was amazing.Thanks for the reminder of the Hedgehog strategy. I will be sharing this one.
Beverly Monical´s last blog ..Video Tips For Beginners