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Last Update: Friday June 5, 2020

Listen to Harry. He's got some terrific insights.

Who is your customer? ...the demographics?

Provo Canyon and Salt Lake City, Utah: In this week's episode of the show, we go into a pristine part of the Rocky Mountains, a place that Robert Redford wanted to preserve. To sustain his dream and continue to pay for it all, he turned to Brent Beck and Harry Rosenthal when he had an idea for a catalog business.

Brent knew the products. Harry knew direct mail. But, unlike most of us, these three had a fast start for this business -- leveraging the Robert Redford brand.

It wasn't always easy even for Redford. When he applied for that initial loan from the bank, just like so many of us, he was rejected.

He initially turned to investors, bought the land (driven to preserve it from housing developers), and began thinking of how to turn it into a business. That was in the late '60's.

Now it is a premier recreation area; the film festival has become a major venue for artists to learn and display their work. And the catalog business is going gangbusters. Butch Cassidy and the Sundance Kid created the momentum from which Robert Redford took that flying leap where he was joined first by Brent and then by Harry. It is a good story. Even celebrities were once "less than famous" and had to crawl and scrap and take a risk, and take a flying leap, just like the rest of us.

Go to all the Key Ideas & Videos...

Harry Rosenthal knows direct mail. He set Sundance Catalog on a straight and narrow course that has given it uncommon success. Spend a little time with Harry and with the other people on this page. They know direct marketing. And, they know how to find customers and keep them!

At one time direct mail was expensive, not for the cost of postage, but for the cost of labor to manage and sort it all properly. Today, there are thousands of businesses that have jumped in to help. They make it easy and inexpensive, too. Think about your mission, products, and vision. Think about a tight message. Try it, but track it!

Direct Marketing can help take you global quickly.

	Meet Marty Edelston, founder of Boardroom, Inc. Marty is "the Patron" of direct marketing. He developed the largest subscription-based newsletter in the world. His wisdom is legendary. (All the video) Key Question: How do I start a business?"
	Meet Scott Mooney, another direct mail genius. Scott started his business in junior high school. By the time he graduated from high school, he had employees. He developed a direct marketing list of over one million horse owners in the USA! (All the video) Key Question: What is a path for growth?
	Buy a franchise; you'll get a community to help. Meet Don DeBolt, former CEO of the International Franchise Association. He introduces us to FastSigns, Auntie Anne's Pretzels, and Tires Plus. They all did very well selectively franchising their business. Key Question: Can my business be my legacy?
	There are many ways to sell your business. Here are four stories to review: 1) eight pointed ways to exit your business with money for your sweat equity and intangibles (all the clips), 2) sell employee stock options (all the clips), 3) sell to someone like you (all the clips), and 4) sell to a publicly-traded company (all the clips). Key Question: Who is the best buyer? Prior homepage (you can go back several seasons)