My 2 year old son teaching me marketing

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Dylan, my 2 years old son decided to walk in on me in the bathroom to see what I was doing. Not knowing that’s where I hide away sometimes just to get some quiet time to read.

I asked what he was looking for, and he said: “Daddy, do you want to race”?

I ended up having to race this kid for 30 minutes in the house, which made for a great work out, especially since I ate way too much at my sisters house the night before on Christmas eve.

However, Dylan taught me something very powerful, yet so simple that day. I noticed that Dylan has a tendency of going to different people for different things. Here’s what it looks like:

When Hungry, he goes to Mommy or Melva (Our world class nanny)

When wanting to play/fight, he goes to his older brother.

When wanting to race, he goes to Daddy.

When he’s not feeling well, he goes to Mommy or Melva.

When he’s scared, he goes to Daddy.

When he wants candy, he goes to his grandpa.

When he’s done eating, he shares his food with our 2 dogs.

When he’s ready to go to sleep, he grabs his 2 Mickey Mouse plush dolls to go to sleep with.

Regardless, he has a pattern on where he goes based on what he need or wants. What does this have to do with being an entrepreneur?


Instead of trying to be everything to everybody you as the entrepreneur first must make a decision on which type of Dylan you want coming to you. In this case, let’s consider Dylan being your customer.

Do you know exactly what 5 qualities your perfect customer has? Which qualities? Income bracket? Age? Market? Which need, will you be filling? Which problem, will you be solving? And which problem you’re solving will put you in the best position to make the most money?

This is all about you being the captain of the ship and determining which type of customer you want.

Unfortunately most people haven’t even written out exactly what they’re looking for. I’ll give you exactly what I look for. I’m in the financial industry so I have 2 different types of customers that I look for:

  1. Ideal client
  2. Ideal leader to develop into a broker

The ideal client is someone who’s is either one of the two:

  1. Married with kids earning a household income of $150,000 or higher.
  2. A baby boomer with $100,000 in a 401k or IRA that they want to roll over to prevent losing money.

The ideal leader to develop is someone who looks like the following:

  1. A 25 to 40 year old couple with big dreams who have aspirations of earning $250,000 or higher.
  2. A former athlete who’s extremely competitive wanting to earn the type of income athletes earn.

Once I knew what I was looking for, I had to put myself in the best possible situations to find my ideal customers and leaders. From there, it comes down to you closing and leading people to the promise land.

But the key is to know your ideal customer and study their patterns in order to make the business easier for you.

I want to take this moment to thank Dylan for this simple business lesson.



PS: Click here to watch a 19 second video of Dylan in Puerto Vallarta. Love his pronunciation of words.


Patrick Bet-David
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