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BACKGROUND:
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Professional musician
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Website to sell my CD
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CD Baby (1997)
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CD Baby (2007) 200,000 musicians 2 million customers 85 employees
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CD Baby (2008) sold for $22 million cash
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CD Baby (2008) sold for $22 million cash … and gave it all away
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Moved to Singapore
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Why are you listening?
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Why are you listening? Dumb luck… … but learned some things
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WHY ARE YOU DOING?
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Most people don’t know
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They imitate others. Go with the flow. Pursuing someone else’s idea Won’t make them happy (or even rich)
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Deathbed regret: Pursued something that someone convinced you you should want, instead of what works for you.
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WHAT DO YOU WANT? Money? Prestige? Fame? Leave a legacy? Freedom?
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Know. Focus. Don’t diffuse.
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Money? (Refuse fame. Others in spotlight. Just watch numbers.)
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Legacy? (Like Trump: Put your name on everything. More money if others get to name it.)
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Freedom? (Refuse responsibility. Delegate everything. DIY = Decide It Yourself, but not Do.)
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Your compass. Optimize.
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Side-effects (money, fame, freedom)
But know your goal.
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NOBODY KNOWS THE FUTURE
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Q: “What’s the future of new media?”
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Q: “What’s the future of new media?” A: “Nobody knows.”
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Your business plan is moot.
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No plan survives first contact with the customer.
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CD Baby:
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CD Baby: Payment processor
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CD Baby: Payment processor Store
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CD Baby: Payment processor Store Distributor
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Admit: “Nobody knows.”
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Admit: “Nobody knows.” Ask instead of answer. Learn instead of preach.
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REVOLUTION?
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Warren Buffett: “We don’t swing unless it’s a clear home run.”
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Keep it simple. One thing.
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CD Baby business model: ask the local record store
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CD Baby business model: $35 to add $4 per sale
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5 years later: “Revolution!”
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Love ≠ Romeo & Juliet
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Revolution ≠ War & blood
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Revolution = simply serving people better
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Revolution = uncommon sense
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IF NOT A HIT, SWITCH
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12 years trying everything
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CD Baby = hit song
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Felt the difference. Advice?
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If people aren’t LOVING what you’re doing, STOP! Don’t persist. Don’t push it.
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When you’ve got something great, you’ll know. They’ll be freaking out.
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Anything less than “OMFG! Yes! I want to pay!” STOP. Write a new song.
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Success comes from persistently improving and inventing
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NOT persistently pushing what’s not working
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VERSION 0.1
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Music recommendations?
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First CD Baby: - showed CDs - add to cart - emailed me the info
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First CD Baby: - showed CDs - add to cart - emailed me the info Profitable in 2nd month
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If you’re not launching too soon, you’re launching too late.
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IDEAS vs EXECUTION
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“I’ve got this killer idea!”
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“I’ve got this killer idea!” (sign NDA to hear it)
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“Online dating with music!”
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“Online dating with music!” (That’s it! You make it. 50%)
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IDEA
-1 = bad idea
1 = weak idea
5 = average idea
10 = good idea
15 = great idea
20 = amazing idea
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IDEA EXECUTION
-1 = bad idea $1 = no execution
1 = weak idea $1000 = weak execution
5 = average idea $10,000 = average execution
10 = good idea $100,000 = good execution
15 = great idea $1,000,000 = great execution
20 = amazing idea $10,000,000 = amazing execution
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IDEA EXECUTION
-1 = bad idea $1 = no execution
1 = weak idea $1000 = weak execution
5 = average idea $10,000 = average execution
10 = good idea $100,000 = good execution
15 = great idea $1,000,000 = great execution
20 = amazing idea $10,000,000 = amazing execution
To make a business, you need to multiply the two.
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IDEA EXECUTION
-1 = bad idea $1 = no execution
1 = weak idea $1000 = weak execution
5 = average idea $10,000 = average execution
10 = good idea $100,000 = good execution
15 = great idea $1,000,000 = great execution
20 = amazing idea $10,000,000 = amazing execution
Amazing idea × no execution? $20
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IDEA EXECUTION
-1 = bad idea $1 = no execution
1 = weak idea $1000 = weak execution
5 = average idea $10,000 = average execution
10 = good idea $100,000 = good execution
15 = great idea $1,000,000 = great execution
20 = amazing idea $10,000,000 = amazing execution
Good idea × good execution? $1,000,000
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IDEA EXECUTION
-1 = bad idea $1 = no execution
1 = weak idea $1000 = weak execution
5 = average idea $10,000 = average execution
10 = good idea $100,000 = good execution
15 = great idea $1,000,000 = great execution
20 = amazing idea $10,000,000 = amazing execution
Amazing idea × great execution? $20,000,000
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IDEA EXECUTION
-1 = bad idea $1 = no execution
1 = weak idea $1000 = weak execution
5 = average idea $10,000 = average execution
10 = good idea $100,000 = good execution
15 = great idea $1,000,000 = great execution
20 = amazing idea $10,000,000 = amazing execution
I don’t want to hear ideas. I just want to see the execution.
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THE MOST SUCCESSFUL THINGS WE DID AT CD BABY
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Answered phone on 2nd ring
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Changes need pizza
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Customer comments sent to musicians
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Special requests with order (including cinnamon gum and squid)
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People remember you more for the little ways you make them smile, than all the business-school stuff you do.
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Eccentric American?
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Eccentric in America, too. (that’s the point)
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So unusual (remarkable) that everyone tells their friends.
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Be shockingly unique. Use uncommon sense.