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Corey Rudl story

I was recently reminded of a story I heard long ago of an infamous internet marketer Corey Rudl, who passed away not too long ago. This is another one of those great stories that when you hear it for the first time just makes you say “wow”.

Corey was an “everyday Joe” he had a job and hobbies that he pursued when he was not working. One of his greatest passions was racing. He hung out at various internet forums devoted to the sport quite regularly. One day he saw one discussion about luxury cars that was extremely lively. He tuned in and found out that they were discussing a problem that luxury car owners are plagued with. It was the fact that inner-city gangs were stealing the hood emblems for those cars, and that it was extremely expensive to replace them. This practice of stealing the emblems was so popular, that the owners didn’t know what to do. Reporting the theft to the insurance companies would only increase their already high premiums, and paying the replacement out of pocket every month was too expensive.

You can look at this situation from two points of view. One, you offer your sympathy to those victims, and do nothing else. Two, do what Corey did. Look at it from a creative entrepreneurial point of view, and see an opportunity in that problem. Corey went out and found a wholesaler that would sell those emblems to him at a discount. This brought the total price to about one eighth of what the dealership was charging those car owners.

After that he made a simple site that sold those emblems. He went back to the forum, and told everyone there, that he found a place where they could purchase the emblems at a fraction of the price. The very first year without doing any further marketing he made something like 70000 dollars. That was many years ago, and till this day this site makes about 40000/year without any advertising or marketing.

This story isn’t about being lucky, or “getting rich quick”, it is about being open to everything around us. Without a doubt Corey was a genius where it came to marketing. But was he not open to notice this opportunity, he wouldn’t have acted and the story would have ended with that. Creativity works very much like that. One needs to be open at all times in order to let the creative inspiration blossom. The more we are open, the more we are able to be in the creative flow (a concept that we teach in our “Kick-Start Your Creativity” course). We also going to get to the point where we feel inspired all of the time - and that is truly a great way to live.