Posted by Scott Bywater in marketing Apr 21st, 2017 | No Comments »

Ok, so this was a couple of years ago…

My son and I just finished a day at Universal Studios when we
jumped into the car with an Uber Driver.

We starts some small talk as you do, and he begins talking
about his son…

Then it gets interesting.

He says: my wife wants my son to become an accountant or
a doctor.

I don’t, and he decided to follow my suggestion.

What was his suggestion?

Simple, his son loves video games. So he tells him to follow it.

No, not because of any of this “follow your passion” nonsense…
but because the video game industry is bigger than Bigfoot’s
rear end.

I haven’t validated all the statistics, but he then went on to tell
me it’s bigger than pop music, bigger than TV, etc.

Whether he was right about that or not, I got the point:

It’s a big industry.

And because not as many people are going into it – as their
Parents are advising them to become a lawyer or an

There’s a big opportunity. At least, there was back then.

The bottom line: zig while everyone else is zagging.

Look for the opposites.

Don’t follow the herd.

Otherwise you become a commodity.

Feel like your industry is being commoditised?

Many are.

The internet has triggered it. The power is not back in
the consumer’s hands.

Posted by Scott Bywater in marketing Apr 20th, 2017 | No Comments »

When I was in my late teens, I got a job at a major recruitment company.

And there was something interesting happening at the time:

In every single industry, the client was the king. If you got the client, you
could get the candidates.

Except one industry: Information technology.

If you were even half-good at this, you could command your own rate.

But then it switched, everyone caught on…

And all of a sudden, heaps of people jumped on this trend, until the
supply outstripped the demand… and it was no longer such a valuable

My point comes back to the last email: there’s value in doing what
everyone thinks is crazy… because then you’re ahead of the curve.

You see the trend before it becomes a trend.

Posted by Scott Bywater in marketing Apr 19th, 2017 | No Comments »

I started watching the Big Short the other day, it’s a movie about
a trader who goes against what everyone believes at the time…

And cleans up in a BIG way when the housing crisis strikes.

That’s right, he bet against what 99.9% of the population believed,
and he won.

And that brings me to a very important question, which I picked up
from one of the founders of Paypal, Peter Theil (also the author of
Zero to One – a great book)…

What do you believe, that the rest of the world thinks is crazy?

Why is that question so important?

It worked for Air B’n’B… who would have thought this business
model could have worked?

Likewise with Uber. Or Facebook.

Sure, they all make sense now… but they didn’t before they were

So there are really two questions:

1.What do you believe that the rest of the world thinks is crazy?

2.What brilliant idea hasn’t been invented yet?

And remember, the trend is not necessarily your friend.


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