I wanted to inspire you with a quick tale of a business strategy built entirely from imagination…

It’s located in London and it’s known as the Sherlock Holmes Museum. You can go there, tour the actual home of famed detective himself, and get souvenirs and antiques, and curios.

The entire museum is a gift store. Upstairs, they recreated the fictional guy's fictional study where he
fictionally lived and so there's the fictional pen he wrote with, and the fictional desk he sat at and so on…and it’s all made up.

But people go -- you have to buy a ticket to get in the gift shop because it's a museum. And you go to the museum for the person that never existed and then when you come back down, ala Disney of course, you have to move through the gift store in order to get out.

It’s BRILLIANT! People buy a ticket to shop in their store.

It takes guts to do stuff like this – it takes guts and the willingness to be a little different, a little outside what’s “accepted.” But it does pay off!