Mentors Magazine: Issue 3

MENTORS MAGAZINE | EDITION 3 | 39

and UBER was the first one, they started a
company called UBER Eats. This is UBER
drivers who deliver foods. And so, you can
call... the menu is online... you can call and
you can click in what you want, there is the
menu ... and you click, and its delivered in
an average of about 30 minutes, some-
times faster. But then most of the compa-
nies are trying to work on the 'Er' to get it
fastER bettER, cheapER, tastiER and so on.

The business has now be-
come a ten billion business,
it’s there in every single ma-
jor city and people don't go
out, Restaurants are empty.
You go to restaurants in the
middle of the week and all
the tables and chairs are
empty but there is people
coming in, there is drivers
coming in, picking up the or-
ders, to take the orders and deliver them
to the homes. In the major cities, food is
being delivered for lunch, people don't go
out to restaurants at lunch, they just simp-
ly click it in, and bang, its delivered in a few
minutes. The convenience of it and the
cost is the same. But the convenience
make it easier, faster and so on. It’s created
a multi-billion-dollar business that people
who have started... and there is several
competitors now... are earning billions of
dollars from delivering food. And that in-
dustry did not exist five years ago.

And I know Barbara and I, my wife and I we
go out to a nearby restaurant for dinner,
almost every night. And then she discov-
ered that you could just order it online,

and it was exactly the same food that we

were accustomed to enjoying at our local

restaurant, and it would be delivered to

our door, exactly the same price. Most

amazing darn thing.

So, the rule is, keep your ear to the ground,

keep your ear to the ground, pay atten-

tion... Because the rate of change today is

faster than it’s ever been in all of human

history. And your job is to change faster

than your competitors. And

remember that your com-

petitors get up every morn-

ing, thinking about how to

put you out of business.

And you had better get up

every morning, thinking

about how to put them out

of business because if you

don't, they will. And busi-

ness is just the game of be-

ing in business and competition.

And so, your job is to be better than your

competitors, have the 'Er', betterER, fast-

ER, cheapER, easiER. One ER can make you

the market leader. And what is it going to

be? And the interesting thing is that if you

are better than your customers, initially its

more expensive, but as you master this

way of offering your product in an im-

proved way, it gets cheaper and cheaper,

and you can do it faster and faster and eas-

ier and easier. And you can put your com-

petitors out of business.

A good friend of mine, a good salesman

asked me once, he said, I want to get all

your business, he said, 'what would I have

“ask your customers,

‘what do I have to do to

get all your business?

Not just a little bit but

all your business?’ Over

and over.”