The power of rituals
An Irish brand of cider known as Magners has recently exploded in popularity in the United Kingdom. Why? The company didn’t tweak its recipe. It didn’t hire a celebrity spokesperson. It didn’t roll out some wacky new line extension, say, a Magners candy bar. So what's the secret to its sudden success? Years ago, the majority of pubs in the Irish county of Tipperary lacked fridges, so consumers took it upon themselves to cool down Magners by pouring it over ice. Turns out that making the cider colder cut its sweetness and improved its taste. From then on, bartenders served Magners from a large bottle into a pint glass, using lots of ice, and a ritual was born. This not only improved the taste of the cider, but also went so far as to redefine what consumers thought of when they thought about the brand. In time, the ritual became so linked to the cider that people began to refer to the brand as “Magnets on Ice.”
Focus is saying no to 1,000 good ideas.
The last 10% is 90% of the work.
I'm convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance. It is so hard. You put so much of your life into this thing. There are such rough moments in time that I think most people give up. I don't blame them. Its really tough and it consumes your life. If you've got a family and you're in the early days of a company, I can't imagine how one could do it. I'm sure its been done but its rough. Its pretty much an eighteen hour day job, seven days a week for awhile. Unless you have a lot of passion about this, you're not going to survive. You're going to give it up. So you've got to have an idea, or a problem or a wrong that you want to right that you're passionate about otherwise you're not going to have the perseverance to stick it through. I think that's half the battle right there.