| Most people lead rather ordinary lives, built | | | | with a product that screams leisure, |
| around family, job, church and hobbies. This | | | | happiness or fun. The ability to build an |
| is fine for most. The need to pay the bills | | | | exciting new product opportunity that |
| leads many to engage in work that is | | | | provides a fun feature and benefit to an area |
| unfulfilling, boring and stifling. That so | | | | of passion is a dream come true for these |
| many people work at energy sapping employment | | | | entrepreneur's.My father worked a dead end |
| should be a motivating factor in seeking | | | | job. He was intensely unhappy that life had |
| entrepreneurial opportunity. Sadly, most | | | | passed him by (his words). He told me as a |
| people are totally risk averse and eliminate | | | | young man, "do something that is fun, not |
| themselves from the potential rewards | | | | work". Work and fun mean different things to |
| available almost exclusively to | | | | different people. Some people are happiest at |
| entrepreneurs.The perceived risk taker (the | | | | work, no matter the type of work: it |
| entrepreneur) is, in actuality, not the real | | | | identifies them. Invariably this type of |
| risk taker. The real risk taker is the person | | | | person is an entrepreneur. They enjoy the |
| willing to work a dull job, for average pay, | | | | work because they own the business.Most |
| letting life fly by without ever knowing the | | | | people, however, would rather make a living |
| excitement of being in the fray. This person | | | | from "fun" work. Working as a golf pro, |
| leaves life without ever having made a mark. | | | | sportscaster, artist, writer, personal |
| Looking back on a journey that did not | | | | trainer or coach are just a few jobs that |
| include excitement, change and risk would | | | | many people would describe as fun and |
| seem to reflect an empty, unfulfilled life | | | | rewarding. Most of the products that I |
| lived.Entrepreneurs crave change, excitement, | | | | review, and that succeed in the marketplace, |
| competition and risk, understanding that | | | | offer features and benefits providing a way |
| these are the defining hurdles to be overcome | | | | to deliver more fun to passions and hobbies.I |
| if success is to be achieved. The ability to | | | | do review many work-related products, as |
| test oneself against the overwhelming mass of | | | | well. Many of these have huge potential. The |
| competitive opportunities available in the | | | | ability to provide an advance in wellness, |
| marketplace is a narcotic to serial | | | | technology or e-commerce can be hugely |
| entrepreneurs. They might not always succeed, | | | | lucrative. As a capitalist I love these |
| but they will always try.Most new products | | | | projects. Nevertheless, the real fun and |
| are developed from an entrepreneur's life | | | | passion I view when working with hobby, fun |
| experience. The hundreds of new product ideas | | | | related products is usually absent from |
| I review each year are overwhelmingly skewed | | | | industrial inventions.Novel hobby and sport |
| to hobby: pet, cosmetic, sporting goods and | | | | related products are often more easily |
| children's products. And overwhelmingly, | | | | conceived, easier to patent and trademark and |
| these offerings can be described as having a | | | | more easily designed and manufactured than |
| fun component.Would it surprise you to know | | | | most industrial products. The capital |
| that the toy industry is 60% smaller than the | | | | required to launch a pet exercise toy can be |
| pet product market? It did me! However, I | | | | a fraction of a mechanical tool or |
| have seen a dynamic at work in many product | | | | technology. Often times, we utilize the |
| categories that I think explains this | | | | inventor of a fun product as the branding |
| surprising number. I call it "Passion for | | | | spokesperson for the item. The passion for |
| Fun". Golfers, hunters (and fisherman) and | | | | fun that the entrepreneur has vested in their |
| pet owners are among the most passionate | | | | product is contagious and transfers to |
| people I interview. They are intensely | | | | greater sales and believability.When aspiring |
| immersed in all aspects of their passion. | | | | entrepreneurs are seeking a product to create |
| Maybe toy manufacturers are not making hot | | | | and market we strongly advise that they look |
| new toys, or parents are spending more money | | | | around the house or garage. What is their |
| on educational products, but I know parents | | | | true passion? What provides enjoyment, |
| love their children. They just are not | | | | happiness and a feeling of contentment? When |
| passionate about toys.An avid outdoorsman | | | | they scrap book, assemble model planes, play |
| will buy any and every product that might | | | | chess, golf, swim, or read, is there |
| potentially provide them an edge when hunting | | | | something that they often think would improve |
| or fishing. More strikes for a fisherman, | | | | the experience. This is the surest way to |
| closer and clearer shots for a hunter, more | | | | discover potential opportunity in an area of |
| fish caught and more game killed is the goal | | | | great interest. You can invent that new |
| of every sportsman. They are passionate about | | | | product, and it will be rewarding to you and |
| their sport and keen to know of any product | | | | every user as your entrepreneurial career |
| that will increase their success and their | | | | commences.Geoff Ficke has been a serial |
| fun.Pet owners are every bit as passionate | | | | entrepreneur for almost 50 years. As a small |
| about their animals. Sharing one's home with | | | | boy, earning his spending money doing odd |
| an animal is a statement of commitment, | | | | jobs in the neighborhood, he learned the |
| sharing and passion in itself. Pet toys, | | | | value of selling himself, offering service |
| exercisers, top grade foods, and even vitamin | | | | and value for money.After putting himself |
| enriched bottled waters are huge sellers to | | | | through the University of Kentucky (B.A. |
| pet owners as they pamper their animals. The | | | | Broadcast Journalism, 1969) and serving in |
| joy pet owners receive from sharing their | | | | the United States Marine Corp, Mr. Ficke |
| lives with a loved pet is highly rewarding. | | | | commenced a career in the cosmetic industry. |
| Watching a child play with a puppy, or | | | | After rising to National Sales Manager for |
| kitten, is one of parent's most valued | | | | Vidal Sassoon Hair Care at age 28, he then |
| memories.Golfers share the same commitment to | | | | launched a number of ventures, including |
| expanding their enjoyment of every aspect of | | | | Rubigo Cosmetics, Parfums Pierre Wulff Paris, |
| the golfing experience. I review more golf | | | | Le Bain Couture and Fashion Fragrance.Mr. |
| products every year than any other single | | | | Ficke and his consulting firm, Duquesa |
| category. In every instance, the entrepreneur | | | | Marketing, Inc. ( has assisted businesses |
| believes they have developed a product that | | | | large and small, domestic and international, |
| will improve golf performance, lower scores | | | | entrepreneurs, inventors and students in new |
| and increase the play experience. These | | | | product development, capital formation, |
| entrepreneurs are always golfers with | | | | licensing, marketing, sales and business |
| passion, looking to provide an edge through | | | | plans and successful implementation of his |
| the unique features contained in their | | | | customized strategies. He is a Senior Fellow |
| invention.Passion for fun entrepreneurs, | | | | at the Page Center for Entrepreneurial |
| because of the love they have for their hobby | | | | Studies, Business School, Miami University, |
| or sport, provides products that represent | | | | Oxford, Ohio. |
| joy to them. It is so much easier to succeed | | | | |