Casey Eberhart never intended to lead a cluttered life. But when you’re creative, clutter tends to trail along behind. And Casey is certainly creative.
You see, Casey is a marketer, and marketers do one thing par excellence – they sell. It doesn’t matter WHAT they sell. It only matters THAT they sell. And Casey is always selling, which means he attracts lots of WHATs. And WHATs need a place to live.
Casey’s current WHAT is a pet stain and odor remover called Pet Peeve. Born of his early childhood years living in a vet’s office surrounded by dogs and cats and the messes they make, Pet Peeve is an enzyme-based product that literally eats the bacteria causing obnoxious pet odors.
Pet Peeve is similar to the product that Casey’s dad used in his veterinarian practice, the product that caused his customers to remark on how fresh and clean his business smelled despite the plethora of animals treated there.
And if Casey had decided to market Pet Peeve 15, 10, or even 5 years ago, he would have been stuck with a whole bunch of clutter.
Casey’s garage would have been chock full of Pet Peeve, packed from top to bottom with box upon box of product. Casey would have needed to purchase the product in bulk in order to keep his margin low. Casey’s risk would have been high, not because the product wouldn’t sell – Casey’s too good of a marketer for that to happen – but because his garage isn’t the ideal place to store bottles of sensitive liquid cleaner.
Under these conditions, entire cases of Pet Peeve might have spoiled, burst, molded, or lost their effectiveness. And Casey would have been burdened with the task of order fulfillment, instead of performing the job he loves – marketing.
Thankfully, we live not only in the information age; we live in the age of the entrepreneur. Technology, information, and the global network of the world wide web have colluded to provide us with the freedom to fulfill our great potential without all the clutter.
Today, for the first time in history, we can found and operate businesses that play to our strengths. That means Casey can concentrate on marketing Pet Peeve, while Amazon stores it, fulfills the orders, and records the customer’s experience ratings. Casey can then use that date to market better, without all the clutter.
How has technology or information provided you the freedom to run your business and play to your strength? We’d love to hear how entrepreneurship has transformed your life. And be sure to let us know if we can help!