Do you think it’s possible for a couple of college students to create a part-time job charging $1,000 an hour?
Absolutely. It’s not magic—it’s about where you “fish.”
In The ZigZag Principle and on my website, I teach the Fish Hatchery Principle. Too often, entrepreneurs try to fish in the ocean (huge opportunities, but brutal competition), or the mud puddle (tiny markets with low felt-need). Some even wade into the swamp (big markets, low felt-need, terrible margins).
The secret? The Fish Hatchery.
That’s where you find small, constrained markets with very strong felt-need.
Just last week, I bought a 987-lb safe. No way was I getting that into my basement without serious risk of injury. After some searching, I found Elite Panel & Safe Movers.
They answered the phone. They were clear:
“Yes, we can do it. Yes, it’s expensive. Yes, it will be done perfectly.”
A few days later, four strong young men showed up. But it wasn’t just muscle—it took real expertise: controlling the leverage points, maintaining stability both on the ground and at the support spots, and moving with precision. In about twenty minutes, they had the safe tucked safely into my basement.
Was it pricey? Yes. Was it worth avoiding back surgery—or worse, one of my kids getting squished? Absolutely.
That’s the power of fishing in a hatchery:
Tight niche.
High felt-need.
Clear value.
Premium pricing.
Stop wasting time in mud puddles, lakes, or oceans crammed with competition. Find your hatchery. That’s where businesses thrive.
(And yes, here’s a picture of the crew moving that beast!)
—In wisdom and learning,
Rich
