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Published Mar 21, 2019

175: Brian Scudamore | How Failure Can Be Your Key to Success

Brian Scudamore, the mastermind behind 1-800-GOT-JUNK?, explains how embracing failure as part of his 'Willing to Fail' philosophy fueled his entrepreneurial success, transforming him from a high school dropout to a franchise mogul through innovative marketing and bold leadership.
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  • Guerrilla Marketing

    Brian Scudamore's success with 1-800-GOT-JUNK? is partly due to his innovative guerrilla marketing tactics. He recounts how he and his team used blue wigs and branded bowling shirts to stand out in crowded places like Las Vegas and Times Square. This unconventional approach not only saved money but also generated significant buzz and media coverage 1.

    We can't afford that. We're small businesses right now, that's not going to work. So I said, "Listen," I brought them all together. We had a marketing meeting. There were about five or six of us, and I said, "Let's do an experiment. Where would be the hardest place on the planet to try and stand out?" And people said, "Times Square." They said, "Las Vegas." I'm like, "Oh, Vegas, let's go to Vegas and figure out how to stand out." So we bought everybody a $3 blue wig. We bought everybody a $26 bowling shirt that said 1-800-GOT-JUNK on the front and a bunch of tattoos. So 29 bucks a person plus airfare. We go off to Vegas.

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    This strategy proved that even with a limited budget, a business could create a memorable and impactful presence 2.

       

    Purple Cow Concept

    Brian also implemented Seth Godin's 'Purple Cow' concept, which emphasizes standing out in a crowded market. By distributing thousands of blue wigs at Vancouver Canucks games, he created a visual spectacle that caught media attention and made the brand memorable 2. This tactic demonstrated the power of creativity and boldness in marketing.

    Seth Godin, one of my favorite authors, the book, Purple Cow. It made me think when you are out in France and you're on a train and you're seeing black and white cow after black and white cow, they blend in. You don't notice. But if you saw a purple cow, you'd remark about it. You'd talk about it and share it. And that's what happened with our blue wigs.

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    This approach not only built brand awareness but also fostered a sense of fun and engagement among his team and the public 3.

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