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Hi Nick

It's the start of a brand-new week, and today we're digging in to someth=
ing fun.

Last week, I asked you to get in touch if you had any burning business o=
r marketing issues you needed help with.

And, well, quite a few of you did...

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^^ yikes!

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I had a blast getting to know everyone, and hopefully I was able to get =
to your email.

Now, one issue in particular kept cropping up - so I decided to put toge=
ther something very cool to help you with that.

And more on that in a moment. But first, a little bit of fun to put this=
all into context...

Today, we're looking at some household names that wouldn't exist today w=
ere it not for completely messing up the first time around (but then - k=
ey thing - getting back up again and fixing it with a better approach).

A particularly relevant topic for you and your business - as I'll explai=
n in a moment. But first, here's my top 5 "household names that might ne=
ver have been"...

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Bubble Wrap


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Somewhat hilariously, the original designers of bubble-wrap intended the=
ir creation to be some kind of "innovative textured wallpaper" - which, =
of course, was a complete and utter failure.

Instead of giving up, engineers Marc Chavannes and Al Fielding attempted=
to market it as housing insulation (also, total flop).

Eventually, they convinced IBM to use their creation as a way to protect=
vulnerable computer components - and it took off, almost overnight.

Third time's a charm...

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WD-40


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The ubiquitous lubricant - which uses water-displacement (WD) to prevent=
corrosion - went through 39 rounds of total and abject failure.

Attempt number 40 worked - hence, WD-40.

Originally used in the aerospace industry, sales were never particularly=
stratospheric. But it proved so popular with the industry employees (wh=
o used to take it home) the company packaged it up for consumer use - an=
d the rest is history.

Talk about never giving up...

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The Pacemaker


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Pacemakers used to be the size of whiskey barrels - until Wilson Greatba=
ch accidentally used the wrong kind of transistor in his design for a ne=
w heart rhythm recorder.

After finding the resulting sound emitted by the device mimicked a human=
heartbeat, he was able to shrink his invention down to just a couple of=
cubic inches - and the implantable pacemaker was born.

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Wheaties Breakfast Cereal


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The Washburn Crosby Company - creators of what would become Wheaties - u=
sed to produce what was lovingly referred to back then as "Bran Gruel" (=
sounds tasty, right?).

One day, an employee at the company accidentally spilled some of the gru=
el onto a piping-hot stovetop - whereupon it instantly crackled and turn=
ed into flakes.

Unsurprisingly, the resultant product tasted far superior to the origina=
l, and The Washburn Crosby Company worked out a way to package it withou=
t it falling apart (on the 36th attempt).

By 1930, thanks to its improved flavour and a partnership with professio=
nal sports, the cereal became a household name.

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The iPad


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The first launch of Apple's now-iconic device was met with a LOT of resi=
stance - from the media and consumers alike - and it didn't hit the sale=
s targets Apple were hoping for.

Why?

To make a real impact, Apple knows it can't just go after the "early ado=
pters" - it has to go mainstream.

The original positioning of the iPad tried to play on it being "more tec=
hnologically advanced" and more "exciting" than a laptop.

A "revolution", in other words.

The problem was... people LOVED laptops.

They were a status symbol for many. They were comfortable, familiar, rel=
iable. Laptops and computers were "known territory".

And while early adopters might be interested in "what's new and exciting=
", most consumers just want something that (a) they know will work, and =
(b) won't challenge their existing assumptions (eg - that laptops / comp=
uters are good and new technology is buggy / scary).

So, what did Apple do?

Instead of focusing on how different their iPad is from a computer or la=
ptop, and threatening the idea that "computers are good", they've positi=
oned it as a natural evolution instead:

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Instead of trying to "change people's minds about computers", Apple were=
clever - and took the path of least resistance.

Instead of threatening their customers' core assumptions and beliefs, Ap=
ple instead decided to listen to what people had to say - and create a m=
essage in line with what they heard.

And iPad sales are through the roof.

It might seem like a small tweak - but the way it appeals to their targe=
t market is completely different.

And it's exactly the same for your business.

If you've run a launch or promotion that didn't go as well as you hoped,=
take notice of these examples...

Often, it's not the product that's wrong - or "bad".

(Although, as we've seen, if you do need to fix something - fix it).

Instead, it could be the way that product (or service) is presented or p=
ositioned.

Or it could be the type of audience you're trying to attract.

It could be both.

You could have the best product in the world (bubblewrap, anyone?) - but=
if you're going after the wrong people with the wrong message, it doesn=
't matter.

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So, what to do?

^^ Slap on the rubber gloves and get to work...

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As you've seen, some of the biggest "success stories" in history only ha=
ppened because a business "messed up" and then figured out how to tweak =
their approach (some taking longer than others).

Key point - you're not going to hit a home run the first time you step u=
p to the plate (hey, a baseball metaphor - not bad for a Brit).

Instead, the path to "success" (however you might define that) is often =
a case of taking one step forward, evaluating what's working, and using =
that information to take the correct "next step".

The biggest problem people emailed in about last week was "figuring out =
how it all fits together" and "where do I start?".

In other words, if you have a revenue goal in mind for your business (eg=
"I want to earn $1k per month, or $5k per month", or whatever), there n=
eeds to be a sensible path to get you there.

Meaning, you know what to do, when to do it, and how it all fits togethe=
r.

So, in order to solve this burning issue, I decided to put together a br=
and-new workshop - all about how to go from "I have no idea for a busine=
ss" to "I'm making sales and crushing it" in 6 steps.

Specifically, what do you need to have in place and what do you need to =
do to come up with the best ideas, implement them, launch them, and scal=
e them up to where you want to be.

This new workshop will break it all down for you - step by step - and gi=
ve you a blueprint you can take away and apply to your own business.

(And if you haven't nailed down your business idea and launched it yet, =
we'll cover that too).

The new workshop will be hitting your inbox on Wednesday - all part of t=
he fun we have lined up for you as part of Rise Inner Circle.

So stay tuned for that - it's going to be awesome.

And if you've got any questions - or need any help with anything in the =
meantime - just reply to this email!

Yours,

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Nick Stephenson
The Rise to the Top
If you wish to stop receiving our emails or change your subscription opt=
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NGIwMTU2NGEzY2NhZWEwYmVmMmMyMjk2Yy81MTk4MDk0OTc0NDMxNg=3D=3D

"The Rise To The Top" to The DSG Agency LLC aka The Rise To The Top , 9=
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