Business Strategy Consulting: The story of the one-trick pony

I had a few consulting calls this week and the topic of positioning came up on more than one occasion.

In business, “positioning” is everything.  It creates your differential (why someone should work with YOU over your competition), it gives you a reason why you exist, and it also, when used effectively… creates scarcity, solidifies your place in the market, and allows you to charge higher prices than anyone else.

The secret to positioning is to simply make whatever’s different about you, your strength.

But sometimes it’s hard to see this difference when you’re looking at your own business.  So today I want to share a story with you that gives you another perspective.  The story, whose author is unknown, is called…

“One Trick Pony”

There was a 10-year old little boy, who’s left arm had sadly been amputated — the result of a tragic automobile accident.

The little boy decided he wanted to learn judo, and so he began studying under an old Sensei.

His Sensei was a patient but demanding teacher, a well-respected Chinese judo expert.  And even though the boy learned quickly, he was frustrated.  See, after three months, the boy had only learned one move.

He pleaded with his Sensei to teach him more moves, but the Sensei held firm that this was the only move he would ever need to know.

To prove this, he entered the boy into a tournament, and he quickly advanced to the finals.  However, his opponent in this final match was much bigger, and far more experienced, and the odds seemed to be stacked against this one-armed little boy.

Yet, after a long match, his opponent began losing concentration.  The boy sensed this, and quickly took advantage of it.  He pinned his opponent and scored a highly unlikely win.

In the car on the way home from the tournament, the boy asked his Sensei, “Sensei, how was it possible I was able to win with only one move?”

The Sensei replied, smiling, “You have mastered one of the most difficult moves in all of judo.  And the ONLY defense against this move, is for your opponent to grab your left arm.”

If you’re smart, and if you work at it… sometimes even your biggest weakness… can become… your greatest strength.

Now go sell something, Craig Garber

P.S.  Uncover the two biggest defining moments in my life, that allowed me to turn my own biggest weakness into my greatest strength, in an unusual 11-page story in the Introduction to “How To Make Maximum Money With Minimum Customers” – ships immediately via U.S. First Class Priority Mail.


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About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)