The study guide for "Scarcity Marketing" with Chef Thomas Keller of The French Laundry in Yountville, California as seen on Small Business School, the series on PBS member stations.

The Case Study Guide

last update: May 2005

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No one will do what you won't do

The team works together to achieve perfection.

Chef Keller pours over the details.

Put All Of Your Skin In The Game

We mean put all of your money and all of your heart into your idea because you set the tone for future investors. No one will invest in your idea if you have not already done so.

Topic for Discussion: Where did Thomas get the $5,000 fee he had to pay the attorney?

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Key Ideas of this episode


1.		Make a Small Amount

2.		Learn From Mistakes

3.		Be True To Yourself

4.		Keep Dreaming

5.		Put All Of Your Skin In The Game

6.		Stay Charming

7.		Take Dozens Of Investors

8.		Win Awards

9.		Do What You Want To Do

10.		Hire A Maitre D'

11.		Hire People You Like

12.		Buy From The Best

Answer: From five ATM machines. He didn't rob the machines, he used five separate credit cards to get the money. He took on the debt because that was his only choice. A quality we admire in Thomas Keller is his confidence that he will land on his feet. Even if this venture had failed, he would have figured out how to pay back his loans. As he told us, I know how to cook and I can always get a job as a cook and I can always feed myself!

We've met plenty of people who are thinking of starting a business but they dream about someone else paying for it. This does not happen unless you are able to convince a relative to front you the money.

You think about it: What should be your next investment? Where do you need to grow? What needs to be accomplished for you to go to the next level?

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