How to naturally monetize what you love

It's a great example of you don't wanna be the best, you wanna be the only. That mentality is how you become the best. Whittle away the generic parts of what you do, and you will be the best one because nobody else is the same as you, and you're those sort of in a market of one.

[singing] Yeah. I feel like I could rule the world. I know I could be what I want to. Uh. I put my all in it like a daily struggle.

All right, Sean. I have something interesting to show you, and this is gonna be a little bit of an advice line, but not from me, but for the person I'm talking about. So the other day, as you know, my new thing in my household is I try to go on dates once a week, every Thursday, you know? Trying to become less roommates, more of a married couple. And so this lady reached out to me because she listens to the pod, and I had coincidentally also seen her Instagram, and she did something really cool that I wanted to tell you about. So go to scentsocialclub.com. So her name's Asia Grant. She started this business. She was, like, a consultant, but she was obsessed with perfume. And she created this idea that I think is actually really cool that I call a perfume tour, I guess. But basically, there's this, like, part of New York that's, like, r- street of, like, perfume stores. Basically, she sends out a type form in advance to everyone on the tour, and you, like, tell her about your personality and things that you're into. You show up at a perfume store. She gives you a sheet where we list out three stores and three perfumes or colognes to view per store, and she took us on a tour where we went to three different stores, whatever, and she showed us, like, all this stuff, and she's like, "Here's why I think you would like this thing," and she, like, pointed it out, and you can or cannot buy it. You don't have to. But look at her Instagram because, uh, this lady was amazing. But the reason I'm bringing this up is because I think that enthusiasm can be a moat in a business.

Mm.

So our friend Nick Gray, both you and I, one of our favorite people on Earth, he has this story where he started this business called Museum Hack, which grew to three million dollars in revenue over the course of, like, three or four years, and basically what he did was at the Met and a bunch of other museums in New York City, the museums are free, and oftentimes you can get a free tour. But he was like, "The, these tours are kinda lame. I'm gonna give more exciting tours, and instead of free, I'm gonna charge $200." And he would give this tour where his whole shtick was like... I forget all of the things, but one of his main thing was like, "I'm gonna show you five pieces of art that I would love to steal today." [laughing]

[laughing]

And, like, that small twist, like, makes a world of difference. And I don't care about perfumes at all, but I went on this ladies' tour, Asia Grant's.

It's contagious though, right?

But it's contagious.

[laughing]

I got so into it, and, like, she showed me one perfume or whatever, and I was like, "That's dope. I'll take it." She's like, "That's $1,200." I'm like, "Where's the cheaper one? Show me the cheaper-"

I'll take it back to the shelf-

Yeah.