Where the Money Is

by Brandon Steiner August 12, 2013 0 Comments

Happy Monday!

I bring you another guest post by Steven Costello:

Last week I dropped my daughter off at Peconic Dunes Camp, on Long Island.

The camp assigns bunks on a first-come, first-served basis, so parents take their children as early as possible on the given morning.

Most of the families arrive before the gates even open, which results in a line of over 200 cars parked single-file down the road.

We were one of those cars. Nowhere to go. Nothing to eat. Just sitting there, biding time.

Then, like a miracle, out of nowhere came a Mr. Softee truck. Even though it was morning.

Bam! Next thing you know, a hundred of us had lined up for ice cream.

Willie Sutton supposedly said he robbed banks because "that's where the money is."

Mr. Softee wasn't tethered to a particular time or place to sell ice cream.

It didn't matter to him that "ice cream" and "breakfast" don't exactly go together.

Mr. Softee saw where a lot of kids were, and he went there. Because "kids" and "ice cream" and "trapped parents" always go together.

It's a lesson for all of us in business.

Sometimes brainstorming your next project or product is not a complex mission.

Sometimes you just have to identify where the business already is.

Then go after it.

Brandon Steiner
Brandon Steiner


Brandon Steiner is the founder and chairman of Steiner Sports Marketing and Memorabilia, the largest company of its kind in America. Considered a sports marketing guru, Brandon is a permanent fixture in the media as a regular on ESPN NY Radio 98.7 FM and as host of "The Hook-Up with Brandon Steiner" on YES Network. He has appeared frequently on CNBC, CNN, MSNBC, ESPN, and in newspapers including the New York Times and the Wall Street Journal. The author of The Business Playbook: Leadership Lessons from the World of Sports and You Gotta Have Balls: How a Kid from Brooklyn Started From Scratch, Bought Yankee Stadium, and Created a Sports Empire, Brandon lives in Scarsdale, New York, with his wife, Mara and children Crosby and Nicole.

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