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Jesse Itzler's Exact Playbook For Creating HIT AFTER HIT

My First Million

Thu Oct 05 2023



Finding Niche Opportunities:

  • Jesse has a knack for identifying untapped markets and niche opportunities.
  • He started a jingles company, creating theme songs for sports teams when it was an unexplored market.
  • He recognized the need for a membership model in the private jet industry, which led to the success of Marquis Jet.

Partnerships:

  • Jesse understands the power of partnerships to leverage resources and expertise.
  • He partnered with NetJets for Marquis Jet, gaining access to their fleet of airplanes and establishing credibility.
  • With Zico Coconut Water, he formed a partnership with Coca-Cola's emerging brands division to enter the beverage market.

Sales and Customer Service:

  • Jesse emphasizes providing exceptional customer service and going above and beyond expectations.
  • He serviced his first customers at Marquis Jet by offering personalized attention and catering to their specific needs.
  • For Zico Coconut Water, he marketed himself as a human guinea pig who had personally experienced the benefits of coconut water during endurance races.

Zico Coconut Water Partnership:

  • Jesse spent a year researching how to start his own coconut water company after discovering its benefits during his training for endurance races.
  • Unable to import it himself, he approached Coca-Cola with the idea and formed a partnership with Zico.
  • The partnership allowed them to leverage Coca-Cola's distribution network and resources to scale up production and expand market reach.

Matt Damon Story:

  • During a pitch meeting with Coca-Cola, Jesse mentioned that he had recently spent time at Matt Damon's house, building rapport and credibility.
  • This connection helped strengthen his relationship with Coca-Cola and potentially influenced their decision to partner with Zico.

Overall Philosophy:

  • Jesse believes in seizing opportunities rather than strictly adhering to predefined business plans.
  • His approach involves combining passion, enthusiasm, storytelling, and an underdog mentality to stand out in crowded or untapped markets.

Pitching and Creativity:

  • Jesse's experience pitching his coconut water business to the CEO of Coca-Cola
  • Using a creative approach to secure a deal, including involving Matt Damon and creating an award-winning short film

Putting Yourself in Lucky Situations:

  • Importance of putting yourself in situations where luck can happen
  • Standing out and making memorable impressions in meetings

Philosophy on Money:

  • Prioritizing better over more, focusing on fulfillment rather than financial gains
  • Strategic approach to investments and avoiding high-risk ventures

New Business Ideas:

  • Private travel experiences for commercial travelers
  • Untapped market opportunity with pickles
  • Ready-made 8oz drinks as convenient options for consumers

Building Authentic Relationships:

  • Complimenting, congratulating, and consoling others as a way to build strong connections

Approach to Life:

  • Year-defining activities like Misogi (one big annual challenge) and Kevin's Rule (doing something different every other weekend)
  • Maximizing incredible experiences and relationships rather than solely optimizing time efficiency