The way to read this formula is three portions of ‘SW’ followed by an ‘N’ it’s just easier for me to remember it as it’s shown above rather than SW SW SW N which sounds to me like a set of compass directions! Firstly, let me say that I didn’t create this formula. It was given to me many years ago when I was in my early 20’s by a friend of mine called Gary Maher as the secret to his success with young ladies. I have tried to find the original reference to it, but to date, have been unable to do so.
When I asked Gary why he never seemed to be short of having a lovely young lady on his arm, his response was a simple one. He told me that whilst he saw all of his friends (me included) agonising over who they were going to ask to dance, he was simply asking as many good looking girls as he could. He went on to explain that he believed that life was a ‘numbers game’ and that if you did enough of something you would end up getting the results that you wanted. This was the first time that I had ever heard the term “Some Will, Some Won’t, So What… Next!” (now have another look at the formula).
Gary has gone on to channel that attitude into having a very successful career in sales. I’m not at all surprised, as the author and professional speaker Scott Alexander puts it in his book Rhinoceros Success he went “Rhino”. Gary simply kept charging at his goal and didn’t let the rejections beat him down!
Scott’s book takes about an hour to read, is fun and helps you to develop just the sort of attitude we all need in tough times like these! The last thing I will say about Scott is if you ever get the chance to see him speak professionally grab it he is full of energy and his work has spawned hundreds if not thousands of ‘crashes’ (the collective name for a group of Rhino’s) all over the world. These are like-minded people who get together regularly, or use the Internet to keep in touch to help lift each others energy and support each other in ‘driving through’ the (sometimes huge) challenges that they are facing in their lives.
There have been many times in my life when I would have given up on something much too early if I hadn’t had this little formula buried in my head. For example, I’m sure that without it, I wouldn’t have kept on trying to get funding for a start-up Internet Service Provider and Regional Portal back in 1996. I ended up seriously pitching my idea 89 times over a year and around another 100 or so times in a casual way to people who I knew didn’t have the cash but might be connected to people who did.
During that time I was told by a number of successful business people why the Internet would never take off here in the UK and that I was mad to even think about it. I even remember one of the founders of one of the largest estate agents in the UK saying “people will never use the Internet to look at property details, they like to come into the shop and chat about their needs”.
Some of the people I met did have valid points to raise and I took them on board and modified my ‘pitch’ as I went along. I also have to admit that there were times during that year that I considered dropping the whole plan (see my upcoming formula on R/i to understand my thinking on how to evaluate your investment in something) but I knew that I had something that was right, I just needed to find others who could see it the way that I did. For a while I actually had SW3N on a card on my bathroom mirror so that I saw it every morning when I woke up and every night just before I went to bed.
Five years after getting the initial backing (around £80,000) having been through two mergers and three rounds of external investment the business sold in a deal worth £300 million and I had my first taste of business success. What would have happened if I’d stopped at 88 pitches?
If you think that I tried hard to get my idea ‘noticed’ imagine what it was like for Mark Rufallo the guy that played The Hulk in the recent Avengers Assemble movie. He went to over 800 auditions (yes that’s eight hundred) over a 10 year period before he landed his first movie role, now that’s SW3N in abundance.
1. What have you been trying to get people to listen to recently?
2. Have you spoken to enough people to find the response that you want?
3. How can you stop yourself giving up if you are ‘knocked back’ by people?
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