So last week I was doing some streamlining with the number of stuff I carry on me. Call me picky but carrying a phone and a wallet 1.0 is a nuisance. It is one too many occupied memory registers that could be used for something better to worry about. So I decided out with the wallet and in with a ultra-slim self adhesive credit card wallet 2.0 for my iPhone. Garbage collection complete. Now whenever I get the urge to check if my credit cards are with me, I know by default that if my phone is with me my cards are too.
But what’s this got to do with giving $100 of value for $10 in return? Well it’s what I found during this cleanup process inside wallet 1.0 that I want to share with you. I found this note…
“How can I give $100 value to 1m people and ask for $10 in return? Give value!”
Circa 2008, I still remember when I 1st wrote this note on that yellow postit. I was a young snotty kid in search for “the secret to business success”. Ploughing through books, videos and seminars including the actual The Secret movie, I found zilch. Zero. Nada. Until I ran into a successful business owner who said to me “Find a way to give $100 of value for $10.”. I heard a pin drop (metaphorically speaking of course). Something so simple yet profound. It left an impact on me and thus had to be noted on paper so I could recall it every so often.
This is not a revolutionary idea nor is it a new one. But it helps me focus on what matters when it comes to making money through a vehicle like business or startup or whatever the fancy word will be tomorrow. The more this note soaked in, the more I realized we all have seen this in some other forms in the last few years during the startup gold rush.
Make something people want – YCombinator
If you are familiar with the good work of YCombinator then you already know of their motto “Make something people want”. You may also remember the famous advice by PG (Paul Graham, YC Founder) to AirBnBs founders; PG told Brian Chesky to go and speak with their NYC customers to find out exactly what their needs were and then deliver it. i.e. “Make something people want”. It’s not revolutionary. But it serves as a reminder to us, to be laser focused on the customer, execute and create magic.
10:1 (value to investment) Ratio
What I love about the 100:1 or 10:1 (value to investment) ratio is it helps you build a cash cow business. Building a profitable business gives jobs, changes lives and usually has a social impact. If you can give a 10:1 ratio of value:investment to your customers then; (a) you won’t have to compete on margins with the “me too startups” and/or (b) get into price wars with other companies/startups. You may recall from school business 101; price wars end with the one with the deepest pockets. From a customer point of view, getting a 10x in value is an opportunity cost worth putting money on.
“Rule #1: Build Proprietary Technology That Is 10x Better” – Peter Thiel
This is #1 Rule from Peter Thiel’s famous book, Zero to One, around business philosophy on creating a successful company. It is a great way to think about how your business creates value. If your not shooting for the stars then what’s the point. Now notice how the 10:1 rule fits into Thiel’s 10x better thinking. Of course it’s not easy to achieve those sort of ratios but when you do you know you are onto something special.
The Startup gold rush has given anyone with an idea a reason to start a business. Venture Capital is often used as a means to fuel rockets (performing startups). We all believe our ideas are rockets. However the only rockets are those that have a competitive advantage like; (a) unique distribution, (b) talent and/or (c) 10x/10:1 customer value ratio. VCs love these because a VC firm is for profit; check out how VC funds work for an overview of the Venture Capital world. What I’m saying is that if you start a business with the 10:1 ratio you will have market elasticity in your favor and metaphorically speaking VCs knocking down your doors.
“Fortuna audaces iuvat”
So let’s wrap this up…
It feels like if you put in the hard work and create a product that gives $100 of value for $10 (or somewhere abouts there) then..
- Customers will love you,
- Investors will love you,
- Market will love you,
- Employees will love you,
- And the media + the startup community will love you.. and maybe dissect you (in a good way of course).
What’s not to love about solving a hard problem?
Let me know what you think in the comments section below.