If I gave you the following information, how would you advise me?
I want to start a business that involves using large, fuel-inefficient trucks and cargo planes to deliver mail and packages. Yes, they can have the post office do that. Yes, we are in the middle of a severe recession brought about by a gas crisis.
Would you say, “Go for it! I think you’ve got a winner!” Probably not. And yet this was the beginning of FedEx. I’m going to go out on a limb and say you’ve heard of them.
How did they not only survive, but actually thrive in this situation? They marketed their rear-end off. They believed people wanted a better way to ship, and they didn’t stop until everybody knew that’s exactly what they offered.
Reprinted from PostcardMania