Success Is A Percentage Game.

Success is a percentage game.

The more options you create, the more success you will find.

Comedians know this.

The more jokes you come up with, the more likely you are to have really funny jokes.

To be a raging success, you write lots of jokes. Perform those jokes in front of small crowds. Keep only the ones that work. Toss the rest. Repeat.

If you want more innovation, explore more what-ifs. While it may only take 3 licks to get to the center of a Tootsie Pop, it took Thomas Edison 10,000 attempts to create a light bulb. (And it took Natalie Merchant 10,000 Maniacs to create a hit song.)

The more people you know, the more likely you are to know a person who can help you open the next door, overcome a challenge, or offer you a kidney.

To find your prince or princess, you must kiss a lot of frogs. Or frogettes.

To catch one muskie, studies show you have to cast an average of 3,000 times.

To create a bag of tricks, you need many tricks. (And a bag.)

At The Weaponry, the advertising and ideas agency I lead, one of our hallmarks is that we explore a lot of options.

We explore a wide variety of strategies.

We explore as many creative options as the time and budget allow.

Great advertising doesn’t come from crafting one great headline. And designing one look.

There are often hundreds of headlines explored when creating a single ad. And dozens, if not hundreds, of looks.

It creates a large population of options to choose from. And large populations increase the potential for greatness.

So consider many strategic options.

Consider many, many creative options.

Consider many candidates.

And life partners.

Write a lot of jokes.

Pick only the very best ones.

That’s how you do smart things that set you apart.

Key Takeaway

To be successful, you first have to be productive. Create lots of options. You will both become better and create better by doing more. So drill more holes. That’s how you find the gusher.