2. CAPÍTULO I
2.1 Marco teórico
2.1.2 Las gracias presidenciales
My son Alex was blown away by the diorama at the Museum of Natural History in New York. Thereʼs a giant rhino, bigger than a Volvo, with its mouth open. And there, in the mouth of the beast, are a bunch of little birds.
“What are the birds doing in the hippo, Dad?” he wanted to know. As always, I told him more than he probably wanted to know. I explained that the birds eat the bugs the rhino canʼt get to. The birds are happy because they get an easy meal. And the rhino is happily bug-free. Thereʼs a lot a bootstrapper can learn from these little birds. By creating a mutually beneficial relationship with a hippo, you can make a lot of money, generate credibility, and avoid being eaten.
Find bigger, richer, more stable organizations. Partner with them. It gives you credibility and access and sometimes, cash flow.
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Most big-company founders hate what their companies have become. They rail against the slowness, the bureaucracy, the inability to get anything done anymore. What they need is someone like you. Someone who can take on a specific task and turn company assets into gold.
Youʼll be amazed at how easily you can license a brand name or do deals for ad space or take over projects for a big company. Occasionally, the company will pay you up front, just to maximize the chance of success.
Western Electric used to be the number-one manufacturer of vacuum tubes (the things that glow inside old radios). Acquired by mammoth General Electric, the Western Electric factory in Kansas was defunct and the brand name was in mothballs.
An entrepreneur went to GE and licensed the Western Electric name. And he got GE to throw in the factory practically for free. GE gets some income on the margin, and the bootstrapper gets a brand heritage and a factory that would have cost him millions of dollars to build. Youʼd be amazed at all the products that arenʼt made by the companies you think make them. Fisher-Price eyeglasses for kids. Sears roofing services. Flintstones vitamins. Corporations large and small are eager to find bootstrappers who can turn their wasting assets into cash. Is it that easy? Follow 9 rules and you automatically succeed? In a word, yes. But following all 9 rules isnʼt easy. It takes commitment and concentration. You wonʼt hit every one every day, but theyʼre a great place to start.
Good luck. Have fun. Thanks for reading.
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READ THE BOOK
Seth Godinʼs Free Prize Inside: The Next Big Marketing Idea is out
in bookstores now. For more information on this and his other books, click here.
READ THE BOOK
Seth Godinʼs Free Prize Inside: The Next Big Marketing Idea is out
in bookstores now. For more information on this and his other books, click here.
GO
ABOUT THE AUTHOR
Seth Godin is a bestselling author, entrepreneur and agent of change. In Free Prize Inside, his fol-
low up to the best selling marketing book of 2003, Purple Cow, Seth helps you make your product
remarkable with soft innovations. You need to make each of your employees idea champions so they can find the Free Prize.
Godin is author of six books that have been bestsellers around the world and changed the way people think about marketing, change and work. Seth is a renowned speaker as well. He was recently chosen as one of 21 Speakers for the Next Century by Successful Meetings and is consistently rated among
the very best speakers by the audiences he addresses. He holds an MBA from Stanford and was called “the Ultimate Entrepreneur for the Information Age” by BusinessWeek.
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