Page 37 - The $100 Startup_ Reinvent the Way You Make a Living, Do What You Love

HOW TO PUT HAPPINESS IN A BOX AND
SELL IT.

“Catch a man a fish, and you can sell it to him.
Teach a man to fish, and you ruin
a wonderful business opportunity.”

—KARL MARX

Along with some of the other stories mentioned briefly in Chapter 1, we’ll

return to the Jamestown Coffee Company as we go along. But first, let’s consider
a key principle of building your way to freedom through a microbusiness based
on a skill, hobby, or passion. The hard way to start a business is to fumble along,
uncertain whether your big idea will resonate with customers. The easy way is to
find out what people want and then find a way to give it to them.

Another way to consider it is to think about fish.
Picture this scenario: It’s Friday night, and you head out to a nice restaurant
after a long week of work. While you’re relaxing over a glass of wine, the waiter
comes over and informs you of the special. “We have a delicious salmon risotto
tonight,” he says. “That sounds perfect,” you think, so you order the dish. The
waiter jots it down and heads back toward the kitchen as you continue your wine
and conversation.
So far, so good, right? But then the chef comes out and walks over to your
table. “I understand you’ve ordered the salmon risotto,” she says as you nod in
affirmation. “Well, risotto is a bit tricky, and it’s important we get the salmon
right, too … Have you ever made it before?” Before you can respond, the chef