The Reluctant Entrepreneur: Turning Dreams into Profits

RECOGNIZING SUPERSTAR POTENTIAL

About 10 years ago, I got a call from one of my clients. “Jim,” one of his junior copywriters—a young man I had recommended to him—was about to be fired.

I was surprised. I had spent some time with Jim and thought he had what it takes to eventually become a key person in my client’s business. I saw him as a future superstar.

I asked my client what happened.

“He’s hopeless,” he told me. “We haven’t been able to use any of the copy he’s written for us. What’s more, he’s insolent. And cocky.”

I admitted that the kid had a tendency to exaggerate his own importance, but I argued that he really did have a lot of natural talent.

“Let me work with him,” I said.

I had put my reputation on the line. I didn’t want to be proven wrong. And the moment I began working with Jim on his copy, I could see that he was as good as I remembered. He had an instinctive understanding of marketing. And within three months, he wrote a sales letter for my client that was the breakthrough of the year.

One success followed another. A year later, Jim had not only written a string of strong promotions, he had created several promising products. I told my client that he needed to make a new deal with Jim. I suggested that he let Jim start his own division and give him a significant share of the profits it would produce.

“If you don’t,” I said, “I’ll hire him myself to start a business for me. And in two or three years, I guarantee it will be making millions.”

My client grudgingly ...