Monthly Archives

May 2016

The Fruit Test For Getting Your Products Mainstream Adoption

fruit test most important things to consider in product

Fruit tastings are interesting. It amazes me how many different kinds of fruit God has put on this earth.

It’s also interesting to hear why people like or dislike certain fruits.

The answers are many times irrational….


I have noticed a consistent theme for getting fruits mainstream adoption.

Here is how to think about this.

Ideas are seeds.

Acting on them is creating fruit or wealth.

The more appealing and fulfilling the fruits are, the more people want to taste or pay for them. Most importantly, they must be easy to harvest.

When you start a business, make sure everything about it including the products, website, culture etc are both appealing and fulfilling.

Let’s discuss this briefly.

Appeal and Desirability

Think of the products or services you have paid the most for. They appealed to your tastes and that made them desirable.

Now look at your products and ask yourself if they pass that same test for your customers.

Better still, call some of your customers and ask them if they find what you sell both appealing and desirable. Ask them what exactly they find appealing and how you can make it more desirable.

Fulfilling fruit

Ever watched a movie or attended a conference that was a complete waste of your time?

It probably appealed to you enough to pay for the movie or commute to the conference but it did not fulfill your expectations and desires.

Many people confuse fulfilling with useful. A product can be useful but it may not fulfill the customer’s need.

The solution for this is to find out exactly what your customers would define as a fulfilling experience and work to meet or even exceed that expectation.

Harvesting and Distribution

It is our job as entrepreneurs to remove as many steps as we can between our products and our customers.

The easier it is to pay and receive a product, the more mainstream it becomes.



After using the fruit test, you may need to create an entirely new product to replace what you currently have.

Apply this test to your messaging, hiring and other facets of your business.

I go into greater detail in this podcast. Subscribe and enjoy.

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They turned from their menus…when I started to place my order

business diffrentiation john caples

I have been polishing up on my French so I started using Duolingo.

I quickly realized it was not built for me. This has everything to do with business differentiation.

Duolingo decided to focus on people who wanted to learn a language to improve their livelihood. They focused on people who were going to take tests or needed proficiency in a foreign language for work.

However not everyone learns a language for a test. There are other language teachers for people who want to be able to show off to their friends and family when they go out to eat in a French restaurant. This is a valid market and allows for two kinds of startups in the same industry.

I’m not much of a show -off but I would prefer a tool that helps me with colloquial phrases.

Your differentiation has a lot to do with what you believe and who you want to serve. It also becomes easier to differentiate if you know which type of clientele you do not want to serve.

For example there is a finance coach who does not accept clients who have credit card debt over $10,000. This helps him focus on the ones he is equipped to help the most. McDonald’s is not built to serve people who are looking for gourmet burgers.

What does this have to do with the John Caples ad above?

John Caples wrote the headline for the classic piano course. That headline communicated to the reader exactly who the course was for and who it was not designed for.

If you want to learn to play the piano so naysayers will no longer have cause to laugh, this course is for you.

if you want to be the next Mozart, maybe you should find something else.


What kind of client will you not want to serve at this point?

In the customer’s mind, what do you believe or do differently?

Big fish or many little fish?

Less than 4 years ago I met a gentleman about 4 years older than I was. He was a web designer for a fortune 500 company and he told me how he made $25,000 for every website he designed while freelancing on weekends. 

At the time, I was running a web and design firm with many more clients than he did but he was making more than I was. He was also working fewer hours and producing quality similar to mine if not less.

I spoke with him about it and I realized he had no real external advantage.

His advantage was between his ears. 

What do I mean by this?

He had decided that instead of using his 4 hours to bag a $5,000 deal, he was going to use it to pitch clients who paid 5 figures and above.

The principle

You’re going to go out everyday and work at least 8 hours on your business. It’s important to ask yourself if you’re going after a big market or small market.

It’s even more important to ask yourself why you have chosen the size of the market you are in.

In my experience many founders never sit down to think about this stuff. Interestingly, I listened to a report that said most business owners could charge more but wouldn’t because they were afraid of public perception. 


Time is a commodity than can be invested. It’s prudent to ask yourself if the next 6 months will yield thousands, hundreds of thousands, millions or billions for you.

In nearly every market, you will find people who are giving and capturing 5 to 10 times the value that others are and with very little difference in the kind of product they sell. 

What is important is not just how many people you employ or how many hours you work or how many years you have been in business. Those are all good metrics depending on the industry but remember that business success many times is simply calculated by value given to the market and value captured.

As long as you give more value to your customers than anyone else and find a way to capture more value than your competitors, your business will have a better foundation than most. 

What should I focus on at this stage of my business?

CEO:I just found out we pay you even more than I am compensated. Does that seem right to you?

Advisor:Well, let me explain. You know more about this business than I do. You understand the product and the operations better than anyone else in this company. The difference between us is that I know how to get hundreds of thousands of people to walk in and give us money for our product better than anyone.

Who do you think should be compensated better?

I’ll get back to that in a second…

I majored in Science in high school and one of the major complaints my mates and I had was “what are we going to use the periodic table for once we get into the real world?”

In our elective Mathematics class we said stuff like “there is no real life application of quadratic equations. The teachers are wasting our time.”

It was when I got into business and advising startup founders on business growth that I got answers to those questions .

You see the problem was not the courses or the teachers. The problem was that many of us who asked those questions were not planning to enter fields where those courses would be of us. A bad student to curriculum fit was usually the problem.

I still do not use a lot of that knowledge today(not consciously anyway) but many of my friends who have excelled in scientific fields are extremely grateful for those classes we complained about.

Sooner or later, as a startup founder you’re going to realize that good decisions and accurate judgement will determine how fast your startup grows and how well you do in business.

Accurate knowledge precedes good judgement and decision making.

If this is true then you need to know what knowledge is useful for the kind of person you are…

the stage your business is at…

where you want your business to go and what metrics are important in your industry.

For example, I personally focus a lot on marketing and business growth content because it’s a natural gift I am consistently developing.

Secondly in my business, I am the one in charge of growth. I can have all the management and operations expertise but at the stage of my business that we’re at and what is important to us, I need to be better at getting paying customers to increase better than anyone in my industry.

Some startups and founders have different metrics to focus on. They focus on getting more press, creating an excellent culture, et cetera.

What to focus on depends on what your goals are.

In my opinion, growth should be the CEO’s main metric and every other thing should come afterwards. After all without money coming in, the business will cease to exist.

I once heard that Andrew Carnegie was not very interested in steel. He was interested in business growth. According to the report, he focused a lot on raising money and investing. Those were his metric partly because he was an excellent salesman and raising money is really just a result of being a good salesman.


Focus on what your startup needs to get to the next milestone today. If your startup is small, it may not be the time to be studying on leadership and management. Maybe it’s the time to study more on marketing, innovation and sales.

I’m not saying other skills are not important but depending on where you are in your business, they should not take up more than 20 to 30% of your attention.

This seems like common sense but it would surprise you the kinds of conferences and books I see startup founders pay for. I’ve been there so this is also from personal experience.

The best advice I give in this area is to focus on studying what makes you extremely useful.

If you were just an employee in your business, what skill would you need to be better at than anyone else?

Read more actionable startup and marketing advice at

Picking The Right People To Market To

dan kennediy picking right targets

Source:Dan Kennedy

One of the things I struggled with and had to learn how to do was focus on a single user or target market. Many of us start businesses and focus on the entire forest instead of a single tree.

Finding a few people(maybe 10 to 100) who will love and go gaga over what you’re building is better than 1,000 semi interested people. These raving fans will more likely be your evangelists and tells others just like them about your product.

One tip is to look for people who have already exhibited buying behavior with your competitors.

Another tip, if your product is something you use on a daily basis is to target people who are like you. You will do better than other who try to reach everyone else.

Do you know exactly who loves your product?

Monopoly Of Goodness

jeff bezos missonary goodness

When missionaries go into a village, they take with them medicine, clothing, books, food and whatever the people in that community need.

Many times in a matter of months, the locals accept the missionaries as one of their own and some even name their children after them. Really effective missionaries can minister to over 5000 people in just a few weeks.

Many times these missionaries get more acceptance even though they require a translator to communicate than some of the local groups and even the government of that community.

How do they achieve so much?

It has to do with the mindset.

Missionaries go into a community with the intention of helping as many people as possible before they leave. Many times they know they have only a few months before they are transferred onto their next assignment so they do everything possible to create a monopoly of goodness in that neighbourhood.

If they have medical supplies, they make sure they visit hundreds and sometimes thousands of homes many times on foot to deliver the drugs. Their goal is to make sure every need is met in that neighborhood.

This is is mindset of a successful entrepreneur.

To meet every need and desire we are uniquely equipped to supply.

What is the Monopoly Of Goodness?

Business is an exchange of value. You give value to the market and it pays back in kind or cash or whatever you asked for.

It is deciding to be the biggest value provider in your market. It may not mean having the most clients at first since not all clients may be the ideal fit.

It does not necessarily mean having more products or features than every one else.

It does mean however that among those who are a perfect product/market fit, your business is the highest provider of value to them.

To those clients, there is no one who cares more about them than you do and they will vouch for you and endorse you to everyone who will listen.


Decide to own your market by using the Monopoly Of Goodness strategy.

Figure out what the market size is and decide to take ownership of all those who need your products and services.

Value demonstrated is the way to win.