It’s a dangerous sport. Not many people do it. It requires that you get into a ring with an animal that has all the requisite tools to kill you. The odds are not in your favour. So why do it?
Scarce skills are valuable. The skills here is counterintuition. It’s control of the fight or flight response. It’s the ability to run towards the very thing that can kill you.
Bull wrestlers grab the horns. Most of us want to get furthest from it. The closer you are, the easier it is to respond and move. The horns allow you leverage on the head of the bull. The head determines the direction of the body.
Entrepreneurs are all bull wrestlers. They run towards opportunities that could kill them. If they pull it off, it becomes a scarce skill. We do well to embrace the risks and get as close as possible to the levers that determine the direction of the mammoth we are hoping to control.
That lever is customer satisfaction.