Survive and Thrive

About the Author

John Meese is a traditionally trained economist turned serial entrepreneur. He is the Dean of Platform University and co-founder and CMO of Notable Themes. John is also the CEO of Cowork Columbia, an entrepreneur center he founded in his hometown. He has worked closely with multiple clients who have repeatedly hit the Inc 5000 list of the fastest-growing privately-owned businesses in America. He regularly publishes videos and articles about entrepreneurship and marketing at johnmeese.com.

Main Idea

Survive and Thrive: How to Build a Profitable Business in Any Economy (Including This One) by John Meese is a comprehensive guide to building and maintaining a profitable business in any economic climate. Meese provides nine foundational strategies that can help entrepreneurs navigate challenges, seize opportunities, and create lasting success. The book emphasizes the importance of understanding the entrepreneur's role, seeing opportunities where others see pain, and serving people by solving their problems for profit.

Table of Contents

1. Introduction
2. The Entrepreneur’s Paradox
3. Pick Your People
4. Sell Your Solution
5. Court Your Customer
6. Choose Your Path
7. The Selling Story
8. Above and Beyond
9. Predict, Don’t Prophesy
10. Prioritize Profit First
11. Charge Up Front

Introduction

John Meese opens by highlighting the importance of entrepreneurs in shaping the world we live in. He emphasizes that entrepreneurship is both challenging and rewarding, requiring skills in marketing, finance, and sales. Entrepreneurs must embrace problems as opportunities to create solutions. Meese sets the tone for the book by stating that the strategies provided are designed to help entrepreneurs build a profitable business in any economy.

The Entrepreneur’s Paradox

Meese introduces the concept of the entrepreneur’s paradox: entrepreneurship is simultaneously all about money and not about money at all. While the goal is to make a profit, the path to profit is through serving people by solving their problems. This paradox highlights the dual focus of entrepreneurship on financial success and creating value for others.

“As an entrepreneur, the path to profits is through serving people.” - John Meese

Meese explains that this paradox is the essence of entrepreneurship. By focusing on solving problems for others, entrepreneurs naturally create value and generate profit. This mindset shift is crucial for long-term success and sustainability in business.

• Creating a product that solves a common problem and charging for it.
• Developing a service that adds significant value to customers' lives.

Pick Your People

Identifying and understanding your target customer is crucial for business success. Meese emphasizes the importance of solving problems for real people who are aware of their problems and are actively seeking solutions. This approach ensures that your efforts are focused on the right audience, leading to more effective marketing and higher conversion rates.

“To build a thriving business, focus on solving problems for real people who are aware of the problem in question and engaged in actively seeking a solution to that problem.” - John Meese

Meese highlights the importance of empathy in understanding your target audience. By putting yourself in your customers' shoes, you can identify their pain points and create solutions that address their needs effectively.

• Conducting market research to identify the needs and preferences of your target audience.
• Developing detailed customer personas to guide marketing and product development efforts.

Sell Your Solution

Meese explains that your solution should be practical, applicable, and serve as a means to an end. Customers buy products and services to achieve specific outcomes, not just to own the items. It's essential to communicate the benefits and transformation your product or service provides.

“Your solution is always a means to an end.” - John Meese

To sell your solution effectively, you need to clearly articulate how it helps customers achieve their desired outcomes. This involves connecting the features of your product or service to the benefits and value it provides.