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.
Then go after it.