I want to become a middleman

“Kids dream of becoming athletes, astronauts, or movie stars. No one ever aspires to be a middleman.

Too bad, because that’s where the money is.”

I laughed when I heard this quote (in the documentary about Frank Lucas, the “American Gangster”).

I don’t think I’ve ever heard someone say they dream of being a middleman.

Imagine a classmate back in elementary school standing up and saying: "When I grow up, I want to become a middleman!"

But despite “middleman” sounding like a bad word, the middlemen are often the innovative connectors.

It can be the hero in the tales of groundbreaking brands and market revolutions.

Take Airbnb. Did the founders build hotels? Nope.

They simply connected travelers seeking authentic experiences with people having spare rooms.

Middlemen? Absolutely. Game-changers? Undeniably.

Or consider Uber. They didn’t buy a fleet of taxis.

They connected riders with drivers through an app. Classic middleman move, yet they revolutionized urban transport.

These brands didn’t just fill gaps.

They saw needs we didn't know we had and delivered solutions we couldn’t imagine living without!

That’s the magic of being in the middle – it's about adding undeniable value.

So, what’s the takeaway for us? Look around.

What gaps exist in your industry? Where are the pain points nobody's addressing?

Sometimes, being the bridge that connects two needs is the most innovative move you can make.

And it's not just about connecting A to B.

It's about creating an experience, a story that resonates. That’s where your brand steps in – not just as a middleman but as a value creator, a problem solver, an experience enhancer.

That’s how you can redefine the middleman.

Because in the end, those who connect the dots are often the ones who change the game.

And you know what? I do have a favorite creativity exercise for you - to make this even more complicated: Come up with 10 ideas where you could actually remove a middleman in your field.

Carpe Diem,

Tino

P.S. Know a brilliant 'middleman' story? Hit reply and share it with me.