Dear Friend,

When David Tran, the founder of a hot sauce product in the US, was asked by the packaging supplier to change his product to make it less hot or more sweet for American customers, he refused and said:

“Hot sauce must be hot. If you don’t like it hot, use less,” he said. “We don’t make mayonnaise here.”

David runs a $60M family business.

Becoming a successful entrepreneur means you understand how to ‘grow your business’ and ‘increase revenue’ while providing your ‘real’ customers with a product they love.

There are things that are ‘logical’ and then there are things that produce results. This principle can be seen in many different contexts.

Consider, for instance, the story of a storekeeper who had for some time displayed in his window a card inscribed 'Fishing Tickle.' A customer drew the storekeeper’s attention to the spelling. 'Hasn't anyone told you of it before?' asked the customer. 'Oh, yes,' the storekeeper said placidly, 'many have mentioned it. But whenever they drop in to tell me, they always buy something.'

It’s logical to correct spelling errors, but the storekeeper knows that the spelling error has become an effective lead generation tool that makes his business money.

As you embark on your week, think out of the box! Remember that sometimes it's not only about doing what is logical but about doing what works. Whether you're running your own business or working a 9-5 job, focus on understanding your customers' or colleagues' needs and find creative ways to meet them. Your passion and perseverance will pave the way for your success.