Tag: Lessons from Successful Companies

little boy in a cape with sunglasses reaching up to sun

Can you be the next Nike, Spanx or Stonewall Kitchen? Hint: YES

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What does your new (or not yet) business have in common with Nike, Spanx. Amazon, and Stonewall kitchen?

A lot actually. 😊

Each of those businesses started with someone having a crazy idea and chasing their vision.

(BTW: keep reading to the end to find out one other amazing thing…)

From Fax machines to an underwear empire

Sara Blakely scored too low on the law school admissions test to follow her dream of becoming a lawyer, so she ended up selling fax machines door-to-door.

While the pantyhose smoothed out her panty lines, she didn’t like wearing them in Florida where she lived. Blakely cut the legs off a pair of control top pantyhose and liked the result.

She kept tinkering until she came up with a design. Then she took $5000 of her own savings, developed prototypes, and tried to get pantyhose manufactures interested.

No one would take a chance until the owner of one of the mills, impressed by his own daughter’s enthusiasm for the product, decided to take a chance.

That company is called Spanx.

 From a waffle maker to one of the biggest athletic brands in the world.

Nike started with one guy building shoes at his kitchen table.

Phil Knight went out to athletic events and talked to runners. He kept refining and rebuilding until runners were demanding his shoe.

His commitment to making the best shoe meant burning through a couple of his wife’s waffle irons in the process because he was truly bootstrapping at his kitchen table.

From a crappy website with a single product to the world’s largest retailer.

Amazon started with a crappy website selling books.

Jeff Bezos had a vision for a one-stop “everything” shop but started with books. Bezos went all in on the venture, leaving his Wall Street gig to get Amazon up and running.

He had a vision to sell, well, everything, but started with books because it seemed the easiest category for him to break into. Amazon kept expanding as Jeff Bezos added products and refined the system until it became the Amazon we know today.

From farmer’s markets to international gourmet brand.

Stonewall Kitchen started off with founders Jim Stott and Jonathan King selling jams at a farmer’s market in 1991 in Portsmouth, NH.

Stott and King enlisted their family to help them fill jars.

Jim’s 90-year-old grandmother stuck on their signature burlap on top.

Now they sell in 42 countries with lines of foods, cookbooks and home goods. Oh, and they have a cooking school and café at their “mother ship” in York Maine. Well worth the visit, BTW.

Each of these businesses were started by someone using their talents and skills – their superpower.

Each of these businesses chased a vision that their founders had.

–Phil Knight wanted to create the premier running shoe in the world

–Sara Blakely wanted to create undergarments that gave women confidence in how they looked

–Jeff Bezos wanted to make an “everything store”

–Jim Stott and Jonathan King wanted to build a gourmet food empire that started with a family blueberry jam recipe.

 

So I am asking you…what is your superpower?

Don’t you DARE tell me you don’t have a superpower.

I will wait right here until you can tell me just one thing – even if you think it’s a very small thing – that you do better than anyone.

Got something in mind?
Good
We can continue….

You can start a business around your one superpower.
The other stuff, getting in front of your customers, figuring out if what you’re selling is what your audience wants to buy – all part of the process. And EVERY business goes through this.

I can see you in the back, shaking your head and saying, “nope, I can’t do that because _(fill in your own excuse here)”

I am telling you, you can.

In fact, I am on a mission to help women recognize their skills, their knowledge, their life experiences have value. As a business. In their lives. In their community.

Incredible value.
Monetary value.
Leadership value.

I am tired of the world telling women who feel beaten down because everyone around them has told them that they are “just (something)”

Just a mom
Just a big fat failure
Just getting too big for their britches
Just not good enough / smart enough / ambitious enough to chase their dreams.

I want women to be strong enough to grab onto the power and skills they have right now.

Because YOU truly are enough

Right here.
Right now.
This instant.

YOU are enough to
Start a business.
Start changing their lives
Start changing the lives of your families and your community

 

All with the simple vision of yourself as
Important
Powerful

And it does not require that you follow someone else’s idea of what is perfect.

Nope, you get to (in fact you must) do this for yourself if you are going to be successful.

You can work from what you are already good at and make money doing it.

Yes.

And it doesn’t take buying into someone else’s business model, or something weird that you don’t really understand, or some “get rich” thing that all the cool kids are doing.

Maybe they could be a great fit for you.
But probably not.

So can we figure out your greatness?

Figure out the marketable skills you already have (and you do – you just need some help pulling the weeds away to see it)….and get you started on an adventure?

Because (as my very wise friend Seth says….)

Nobody makes your choices but you
Nobody gets to choose who you are but you
Nobody gets to choose who you are NOT but you

Want to figure out how to get started?

It’s actually a pretty simple process.

Step One: What is your superpower that people will pay for?
Don’t you be telling me that you don’t have any superpowers – because EVERYONE has superpowers. Sometimes you need a little help to see your amazing.

Step Two: Who will pay for your superpower?
There is someone out there who needs exactly what you can do for them. You might need a little help finding them – but that’s part of the process.

The other stuff, getting in front of your clients, figuring out if what you’re selling is what your audience wants to buy – all part of the process. And EVERY business goes through this.

We can figure this out. All of it.
Let’s do on this journey to becoming your version of Jeff, Sara, Phil, Jim, or Jonathan.

PS…

Here are the other “amazing things” I promised I the beginning…

Spanx was a side gig for Blakely for the first nine years. She kept her office supplies sales job until Oprah picked Spanx as “her favorite thing” and sales exploded.

Knight worked as an accountant and sold Japanese-brand Tiger shoes out the trunk of his car at track meets while he worked to build Nike.

Bezos’s parents were not thrilled when he decided to leave Wall Street and advised him to do Amazon as a side gig. Bezos refused and went all in.

Stonewall Kitchen’s first big order for 2500 jars from Crate & Barrel in 1993 took a month to fulfill. One. Jar. At. A. Time. The success of this helped them with their first expansion.

PPS…

Your journey is right there….
Nothing is stopping you …but you.

Eleven Things “The Princess Bride” can teach you about business

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When it comes to growing your business, “The Princess Bride” is probably not the first movie that comes to mind. “The Princess Bride,” a fairy-tale about a farm boy turned pirate who rescues his childhood love from the evil prince with the help of a giant and a vengeful swordsman does not seem to be Harvard Business School case study material.

But, you might be surprised by how this film’s scrappy start to fairy-tale ending has lessons that you can apply today to YOUR business.

Here are ELEVEN lessons from “The Princess Bride”

1 – It might take you awhile to really succeed:

The Princess Bride was published in 1973. It was immediately optioned for a movie but one studio after another failed to get it made. Various directors including Richard Lester, Norman Jewison, John Boorman, Francois Truffaut – even Robert Redford – were at some point rumored to direct. Production was on and off for over 10 years until Rob Reiner bought the production rights – with a financial assist from Norman Lear, who gave Reiner his start when Lear directed Reiner in “All in the Family.”

The film was released to theatres in September 1987. It was a modest success at the box office and a critical favorite. It was not until it was released on video a year later that it began its trip to cult classic. Thirty years after its video release, The Princess Bride still attracts new audiences.

2 – You don’t need an all-star cast, but you do need talent:

The relatively low budget of the movie meant that director Rob Reiner, had to recognize undervalued, unknown talent and create a cast of future all-stars. He leveraged a great script and combined it with great casting to create a film that was greater than the sum of its parts.

“The Princess Bride” featured a cast of mostly then-unknowns including Robin Wright, Carey Elwes, Chris Sarandon, Christopher Guest, and Wallace Shawn. The best-known cast members (Fred Savage, Billy Crystal, Peter Falk, and Carol Kane) were in cameo roles.

Cary Elwes had a few small roles when he auditioned for the role of Wesley. Reiner knew he had the Errol Flynn-good looks to pull off the role but was concerned that Elwes might not have the comedy chops. Elwes nailed the role when he pulled off a dead-on “Fat Albert” routine.

Cary Elwes as Westley/Dread Pirate Roberts

Robin Wright had a small role in a daytime soap opera at the time she was cast – and beat out nearly 500 other women who auditioned for the role including Whoopi Goldberg, Courtney Cox, and Meg Ryan.

Robin Wright as Buttercup
Mandy Patinkin as Ingio Montoya

Mandy Patinkin was known primarily to Broadway audiences – but director Rob Reiner was such a fan that he offered Patinkin any role he wanted. Patinkin chose Inigo Montoya because he had lost his father to cancer and the role reverberated with him. (Buzz Feed – 43 Inconceivable Facts about The Princess Bride)

Mandy Patinkin was known primarily to Broadway audiences – but director Rob Reiner was such a fan that he offered Patinkin any role he wanted. Patinkin chose Inigo Montoya because he had lost his father to cancer and the role reverberated with him. (Buzz Feed – 43 Inconceivable Facts about The Princess Bride)

3 – Your biggest fans will be your best viral advertising and promotion:

“The Princess Bride” became a word of mouth success because of its fans. They love to quote the film and recite parts of the dialogue back and forth. Fans argue passionately about their favorite characters and scenes. Fans convert friends who have not seen the movie into new fans.

In a nod to Internet popularity, according to director Rob Reiner, Mandy Patinkin (Inigo Montoya) is still asked at least once a day to quote his most famous line: “Hello, my name is Inigo Montoya. You killed my father. Prepare to die.”

In an interview with The New Yorker, Cary Elwes speculated that if social media had been around at the time the movie was released, it would have been a much bigger box-office hit.

4 – Fan popularity can gain you official credibility:

From its modest beginnings, it has endured to be listed on the American Film Institutes “100 Laughs,” “100 Passions,” and nominated for “100 Movie Quotes” and “10 Top 10” lists.

Fans routinely vote for The Princess Bride for a variety of awards. More fans mean more opportunities to be nominated. The owners of The Princess Bride keep their fans engaged and their fans return the favor by keeping the movie popular.

Since its release on video in 1988, approximately eight “special edition” and behind-the-scenes versions with exclusive content have been released. Short features, cast interviews, varying cover art, and games keep interest high – and fans buying new copies.

There are websites, fan clubs, YouTube videos, Facebook pages, and countless Pins and memes with The Princess Bride themes. You can buy Princess Bride t-shirts, mugs, tote bags, and chocolates. Fan engagement continues to increase.

5 – If you make it memorable, fans will want to take part. Great content (dialogue) rules:

• “As you wish.”
• “Inconceivable.”
• “Hello, my name is Inigo Montoya. You killed my father. Prepare to die.”
• “Mawwiage, mawwiage is whha bwings us togewether today.”
• “You fell victim to one of the classic blunders – The most famous of which is “never get involved in a land war in Asia” – but only slightly less well-known is this: “Never go in against a Sicilian when death is on the line”!”
• “Death cannot stop true love. All it can do is delay it for a while.”

What gave The Princess Bride great quote-ability? Great content. The movie is well written with unexpected turns of phrase, sharp observations, and tag lines. All the elements of great content regardless of the media.

Ask any fan, they will probably each have their own favorite scene or quote. Mine is Wallace Shawn and Carey Elwes facing off in the poison cup scene.

Cary Elwes said an Iraq war veteran’s commanding officer used to send his troops off with a wave and a hearty “Have fun storming the castle” to inject a little humor into an otherwise deadly routine.

6 – Competitors can become allies when interests align:

Carey Elwes character, The Dread Pirate Robert aka Westley and Mandy Patinkin, Inigo Montoya, start out as enemies. In one of the epic scenes of the movie, they have a three-minute sword fight. Smartly, the book and movie treats them as equally skilled and gentlemanly. No low blows or anger. When Inigo is defeated, Westley doesn’t kill him (telling him it would be like smashing a beautiful stained glass window) but knocks him unconscious and continues his mission.

When Inigo regains consciousness, he and Fezzik (Andre The Giant ) follow after Westley and rescue him from the Pit of Despair. They take the “mostly dead” Westley to the Miracle Max, the local wizard. Max has no initial incentive to help – in fact he wants to remain uninvolved. Not until he realizes that helping Westley and Indigo can defeat and humiliate the king is he willing to revive Westley.

Westley wants to rescue Buttercup. Montoya wants to find the man who killed his father. Once they realize that the people who stand in their way are teamed up, Westley and Montoya set aside their differences and work toward their separate happily ever afters.

7 – If you are passionate about your quest, others will get on board:

Inigo Montoya has wanted one thing since he was a child: to avenge his father’s death. Westley has wanted one thing since he met Buttercup: to love her forever. Regardless of the obstacles, they both single-mindedly pursued their goals. They did not let Facebook updates or binge watching Game of Thrones derail their quests.

Because of their passion, it is easier for others to follow and become part.

8 – Don’t be afraid to ask for help:

Fezzik (Andre the Giant) had no real reason to help Westley and Inigo – but as unlikely as it seemed, the member of The Brute Squad was enchanted by the romantic quest.

Miracle Max (Billy Crystal) and Valerie (Carol Kane) had no incentive to revive Westley, but they also came to believe in the power of Westley’s love for Buttercup – with the bonus of humiliating and defeating the Prince who had dismissed and humiliated Miracle Max.

9 – Hook them on the story and keep ‘em coming back for more:

What many people forget is that The Princess Bride is actually framed within a story told by a grandfather (Peter Falk in a small role) to a grandson (Fred Savage) home sick from school. The grandson is initially resistant to hearing the story, since he does not think he wants to hear a love story. The grandfather starts reading the story – and soon the grandson is hooked.

When the grandfather offers to stop reading, the grandson begs him to continue. Great storytelling wins – and keeps ‘em coming.

Going back even further to the original manuscript, the book is framed as a retelling of an older folk tale – even though it is new material.

10 – Be willing to step outside your comfort zone. You might be surprised at what is waiting:

The grandson does not want to hear the story until he does. Buttercup does not believe that Westley is still alive and jumps off a cliff, surprised to find Westley following her rolling down the hill. Inigo Montoya does not want anyone to interfere with his mission to kill the six fingered man until he realizes that he and Westley can become an even more powerful team.

As for the actors, neither Mandy Patinkin nor Cary Elweys had any experience sword fighting. They devoted themselves so thoroughly to lessons that the only stunt doubles used were for the somersaults during the fight. It would have been easy (and probably cheaper for the production insurance) if they handed the sword fight off to professionals. Both Elwes and Patinkin have said it was one of the most enjoyable parts of making the movie.

11 – You can want what you want, but you must be prepared.

Westley was a farm boy whose only skill was pleasing Buttercup when he left to seek his fortune. After being captured by pirates, Westley learned the skills that would allow him to reunite with Buttercup: sword fighting, immunity to iocane, hand to hand combat, and the ability to lead people. He became the hero who could defeat the evil enemies keeping them apart – and threatening Buttercup.

Farm boy Westley would have been killed; Dread Pirate Roberts was ready. He had spent years fighting and living the life of a pirate (and becoming immune to Iocaine…) to be ready to overcome the obstacles to win Buttercup.

Inigo Montoya was the son of a swordmaker. He was 10 years old when the six-fingered man killed his father. At 10 years old, he was no match for the older man. When Inigo finally finds and confronts the man who killed his father, he has been preparing all his life. He is an expert swordsman and fighter and can defeat the six-fingered man.

How to apply the lessons of the Princess Bride

QUESTION: How did a 30-year old fairy-tale movie about lost love, a masked pirate hero, sword fighter avenging a murder, a giant, and rodents of unusual size not just survive – but thrive? And why do fans who were not born when the movie first arrived in theatres regularly recite dialogue and attend special midnight theatre showings?

ANSWER: With a couple of not-so-magic ingredients: great content and attention to the fan base.

First: great content.

Whether you are writing a technical manual or an advertisement, your first duty is to create something that not only serves the needs of your reader/viewer, but that delivers an unforgettable experience.

Yes…your user manual should be the very best user manual that your reader has ever held in their hands.

Second: attention to your fans and audience

The fan base attention is unusual in that the fans themselves continue to promote the movie. Sure, the studio helps things along with new releases. The actors don’t avoid their association with the movie. Carey Elwes wrote a book about being on the set and toured for its release.

So…how can you use the lessons of The Princess Bride to grow your business?