The “Costco Sample” secret to unlimited growth

There is massive growth lurking in Costco samples.

Stay with me here. Let me walk you through it.

You spot the sample lady with the mini pizza bites. Let’s look at your risk in trying one.

It’s ZERO, right? Worst case scenario: you don’t like it. Best case? You find your new favorite snack.

That’s what I call an asymmetric opportunity. Tiny downside, massive potential upside.

And opportunities like that aren’t just hiding in Costco samples, they can be found everywhere - including your business, right now. 

Let me share a story that might paint a better picture:

I recently watched a business owner transform their lead generation strategy thanks to a targeted asymmetric opportunity. They were burning through cash with traditional ads - $500+ per qualified lead. Their marketing budget was bleeding out.

Then they tried something different, something asymmetric. 

They spent 30 minutes crafting a unique LinkedIn outreach template. Total cost out of pocket? Zero dollars. Time cost: half an hour of time.

First week: Nothing.

Second Week: 2 responses.

Third Week: a meeting.

That meeting turned into a $400,000 contract.

30 minutes. Zero dollars. Six-figure return.

That’s asymmetric opportunity in action.

But here's something most people miss about asymmetric opportunities: they compound. Each small win creates the foundation for bigger wins, with virtually no additional risk.

Think about it like compound interest, but for business growth. Every asymmetric bet you make opens doors to three more opportunities you couldn't see before.

WARNING AHEAD: here’s where most business owners get it wrong: They think bigger investments mean bigger returns. They swing for the fences with every move.

Smart business owners know when to bunt.

Here’s some quick frameworks you could use to identify these opportunities:

The 10X Rule: If this works, could it return 10X what I’m putting in?
The Sleep Test: If this fails completely, will I still sleep soundly?
The Scalability Check: If this works, can I multiply it without multiplying the risk? 

When something passes all 3 of these tests, you’ve found asymmetric gold.

Here’s some examples of what asymmetric opportunities might look like within your business:

Testing a new service with existing clients before building it out.

• Cost: A few conversations

• Potential Upside: A whole new revenue stream

Giving a speech at an industry event.

• Cost: Preparation time 

• Potential Upside: Years of high-value referrals

Starting a weekly newsletter.

• Cost: An hour of writing (or hiring someone to do it for you)

• Potential Upside: A loyal audience that recognizes your value and drives sustainable growth

The beauty of asymmetric opportunities? If they fail, you dust yourself off and try again. The downside is capped. 

But the upside? That’s where things get interesting.

Remember that business owner with the LinkedIn strategy? They’ve now systemized that approach. Last quarter alone: $1.2M in new business. 

From a 30-minute template.

When I look at businesses who are consistently finding these opportunities, I notice they all share one crucial trait: they’re always asking themselves, “what’s the smallest test we can run to prove this works?”

Here’s your homework: In the next 24 hours, identify ONE asymmetric opportunity in your business. Something where your downside is capped but your upside is unlimited.

Maybe it’s reaching out to that dream client.

Maybe it’s testing that new offer on a warm audience.

Maybe it’s finally recording episode one of that new podcast.

Whatever it is, the key is to keep the downside minimal and the upside unlimited.

Because here’s a hard truth for a lot of entrepreneurs: Business success isn’t about making big bets. It’s about making smart ones.

Want to discover more asymmetric opportunities in your business? Reply to this email with your homework and I’ll send you a FREE PDF copy of my new book, “The Solvable Problem®.”

Here’s to your success and financial certainty.

Warm regards,

Dan Nicholson

Founder, Nth Degree CPAs, CertaintyU, (UN)Conventional Wealth

P.S. If you’re wondering how you can consistently spot these asymmetric opportunities in your own business, reply to this email and I'll send you a free PDF copy of "The Solvable Problem®". It's the same framework I use with my highest-performing clients to identify low-risk, high-return moves that most business owners miss.

P.P.S. Next week, we're diving into how successful entrepreneurs create margin in their business - the key to having the time and energy to actually act on these opportunities when they appear.