BORING.

Sid Bernstein worked in the entertainment business in New York City, and he was a graduate student at the New School. He took a course with a famous journalist named Max Warner. Max Warner gave him an assignment that every week, he had to read a foreign newspaper. 

So, in New York City, there are these kiosks that sell newspapers from all over the country and all over the world - what a pain-in-the-neck assignment! You have to read a foreign newspaper and bring to class one article that was of interest to you every week.

So, for his first assignment, Bernstein read a London newspaper because he didn’t speak any foreign languages. He saw a small article about a British rock group. He brought it to class and talked about it.

The next week, the professor gave the same assignment. Bernstein went back to the same kiosk, bought the same London newspaper, and guess what? There was another article, a bigger one, about the same London rock group.

Then the third week, he got the same assignment. So, he went to the same kiosk. He got the next week’s edition of the London newspaper, and there was a much, much bigger article about the same London rock group. He said, “There’s something going on here.”

So, he made a few phone calls to London, and he got in touch with the proper business contacts, and from doing that stupid ridiculous assignment, Sid Bernstein got the rights to produce the first US tour of this British rock group, The Beatles.

And it all started with a boring college assignment. 

Don’t ignore the boring stuff (like optimizing your SEO and Google Business Profile 😉).

Talk soon,

Josh Crouch