Your Small Business Boom: Explosive Ideas to Grow Your Business, Make More Money, and Thrive in a Volatile World

CHAPTER 2

DO THE OPPOSITE

Be fearful when others are greedyand be greedy when others are fearful.

—Warren Buffett

In one of the funniest, but also most prescient, episodes of Seinfeld, the gang is sitting at the coffee shop, and George is, of course ,lamenting the sad state of his life. The waitress comes over to take their order and says to George, “Tuna on toast, coleslaw, cup of coffee?” George says yes because that is what he always orders, and then, in a bolt of bravado, declares no, because “Nothing’s ever worked out for me with tuna on toast. I want the complete opposite of on toast!” And so he orders chicken salad on rye, untoasted.

Now, of course, the opposite of tuna on toast may or may not be chicken salad, but the point is the same—by ...