You have to constantly think — how do I generate demand?
And the best way to generate it is by placing many bets.
Trying as many things as possible consistently, so you can catch the one that works.
Because in our line of work, outliers are a feature of the set.
They are bound to appear when you scale attempts.
The system has structure, and scale activates it.
That means you need a large enough sample size.
So the real question becomes — how do you build one?
You can’t just repeat the same thing every time.
That’s not diversification. That’s stubbornness. It adds no new signal.
Diversification means exploring multiple possibilities within one clear boundary.
In finance, you have ready-made options for diversification.
Thousands of stocks. Different sectors. Multiple geographies. Timelines and instruments.
In business, you have to construct those options yourself.
You are not picking bets. You are building them.
You must create variation inside a chosen domain.
Let’s say your domain is toothbrushes. That is your boundary.
Then you ask — how many ways can I build variation within this boundary?
First, ergonomics. What kind of handle feels best?
Second, bristle texture. Soft? Firm? Textured? Patterned?
Third, material. Plastic? Bamboo? Biodegradable foam? Something new?
Fourth, bristle pattern. Straight lines? Circle heads? Layered clusters?
Fifth, visual. Matte black? Pastel green? Loud prints?
Sixth, story. Are proceeds donated? Is it local? Is it made by women?
Seven, packaging. Reusable? Refill based? Minimal? Luxurious?
Each angle is a pitch. Each pitch is a bet.
Each bet increases your total surface area for demand.
The idea is not to wiggle around in different markets.
The idea is to lock in one market and unlock all its paths.
Constraint is what gives structure to imagination.
You say — I will stay here. But within this, I will stretch everything.
And that structure helps you see clearly what is possible.
Because unless you think deliberately about this, you won’t see any of it.
You won’t come up with new bets by accident.
You have to sit and say — how can I multiply bets inside this domain?
This is what it means to create your own diversification set.
First, you choose your domain. That’s your lock.
Second, you deliberately search for variation. That’s your stretch.
Third, you assign small amounts of money across those variations.
This is where rotation comes in.
You don’t throw money once and wait.
You rotate. You run many small-scale tests to see which one catches.
Each test is a signal. The signal tells you what gets pulled.
Which one pulls clicks? Which one pulls shares? Which one pulls money?
If one of them pulls hard — that’s your outlier.
That’s what you scale. That’s what you chase.
That becomes your compounding engine inside the system.
Outliers can’t be forced, but they can be found.
And they’re only found when you create conditions that allow them to appear.
Which is why everything starts with imagining — what could be?
What can be other than what is now?
And what could that new version lead to?
That’s how you discover possibility. That’s how you explore direction.
You stop waiting for success to show up.
You start designing the structure that will pull it in.
You don’t run after market trends.
You run after structural options that could become valuable.
You build the possibility set.
Then you rotate money through it.
Then you watch. You wait. You learn.
Some bets will not work. That’s okay.
Those are the costs of creating surface area.
Those failed attempts are not wasted. They clear the path.
Each failure teaches you more about where signal lives.
And over time, you build a map of what works and why.
That map becomes intellectual property. That map becomes unfair advantage.
Because while others repeat one trick, you’ve built a system.
A repeatable engine of exploration, testing, and scaling.
The goal is not to be right once.
The goal is to build something that finds right over and over.
That only happens when you stop chasing certainty and start building range.
So when you sit down to build demand, ask yourself:
What are the boundaries I will stay within?
What are the possibilities inside those boundaries?
What are the angles I haven’t explored?
And what would it take to run each one?
Once you answer that — the game begins.
You will never know what creates an outlier.
No one does. And no one ever will.
It is beyond understanding. It is beyond prediction.
So you must stop chasing control. Start chasing structure.
You build the system. You feed the system. You rotate through the system.
That is the work.
Because if you could know the outlier in advance, you would only need one attempt.
But that’s not how this game works.
So you experiment. You rotate. You expand the set.
Because the only thing you truly control — is how many doors you knock on.
And the more doors you knock, the higher the odds one opens.
That’s it.
You don’t find outliers by knowing. You find them by moving.
And so:
I know nothing of what creates outliers and never will.
Thus I shall forever experiment and rotate.
A simplified guide:
How to generate demand?
Decide which exact thing you want to generate demand for
Decide the boundary in which you want to operate
Determine the diversified bets within that boundary
Rotate money/efforts in each bet and see what works
Execute at scale
Example:
We want to generate demand for Tom as a great employee
He wants to work in good corporates in a good role
We want HR role in startups, we want HR role in corpos, we want admin role in startups, we want admin role in family offices, we want tech sales role, we want customer sentiment related roles in startup.
We will talk with employees, managers or apply on career webpage of the company
We will try different scripts
We try different combinations of these bets and see which ones give us the results
Whichever is best at results we double down
That’s how Tom won and got the role he wanted.
He diversified his bets and doubled down on what worked.