How to profit from your ignorance...

> One product developer and entrepreneur
> wallows in his ignorance. It's where he
> gets his ideas!

> Richard Saul Wurman is the creator of the
> color-coded Access guide books, creator of
> the USAtlas, and author of around 69 books
> (according to my search on Amazon.com). He
> gets ideas by being aware of his own
> ignorance, and using that as a way to create
> products the way they "should" be,
> so they are more useful than ever before.

> Personally, I really like his approach to
> entrepreneurship and product development.
> This article is a few years old, but it's
> still great! Read it below.... I guarantee
> it will give you some ideas!

> - Dien Rice

how Mr. Wurman became successful?

He split markets, just like Richard Koch suggested to do. Just like Ted Nicholas did. Mr. Wurman took old, worn-out and seemingly 'time-tested' business cells like maps and directories and split them.

He didn't just take the current information and re-word it, which is where the majority of information marketers fail. He took the information and presented it in a totally different manor. A person could instantly look at another directory and one of his directories and instantly 'see' the difference. How often can you say that with all the "Get Rich Quick With (Emailing, Ebooks, Search Engine Positioning, Real Estate, Stock Tips, Classified Ads, MLM's, Ecommerce...or substitute your own 'niche')" books, courses or what not on the market today? Doesn't happen too often does it? One just looks and reads like another. And then originators just sit back and wonder why they don't sell...

Take care,

Mike Winicki