Packaging vs. Creating Value

You can decide between focusing on packaging better or creating value. This struck me when watching a video of Alex Hormozi coaching the founder of a failing theme park.1 I really like such businesses, so I was quite intrigued. Half an hour later I was rather disappointed: Never did the video touch on the actual physical elements of the theme park. Instead, it solely focused on marketing, most notably around a summer camp to be advertised. Hormozi created the arguably genius but also somewhat sinister marketing campaign to price the summer cap for children at $5000, give away one single free spot in a lottery and include a second price to get the summer camp at a discount, at $2000. The catch? Everybody who participated would be told they won the second prize. (Except for the one real winner, that is.) Struggling theme parks made me think of one of my favorite passages, where Nick Sleep discusses the family activity centre of his investing partner, Qais Zakaria. Multiple competitors…

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