Six Pieces of Evidence That Unicorns Are Buying and How to Get Your Share!

In my work with entrepreneurs I've been guiding, pushing, prodding and nagging them to reinvent themselves to specifically focus on marketing to the wealthy and the high income earners.

There are a number of very good reasons why, but perhaps the most important reason is

“this is where the money is…”

To get very, very rich, you need to see where the most money is and then take your business there to get it.

We are in the midst of a demographic revolution, with the baby boomer population peaking, their inheritances exploding, and the affluent population growing richer per capita, all converging to produce a new "spending class."

Contrary to all the gloom ‘n doom we are buried in daily by a media determined to sell bad news, something unique, dynamic and potentially, enormously beneficial is occurring right now, and promises to continue for the next many decades. Which, if you harness it, will provide you with the income, wealth and quality of business life breakthrough you have been longing for.

Here is some evidence.

1)?L.A Penthouse

The launch of a stunning new penthouse that’s on the market for a whopping $50 million US. If it gets its price — or anything close — it will be the priciest apartment sale in L.A. history.

Speaking of Unicorns, two dozen of L.A.’s top real estate agents — the sunglasses-indoors kind who regularly appear on reality television — were tended to by a cadre of young women in identical cream-colored outfits, hired for the evening to serve as “personal concierges.” Eight hundred gardenias were flown in from a San Francisco flower farm, separated into individual vases and spaced exactly 4 inches apart on a long tablecloth-draped table. There was welcome Champagne and caviar blinis, a singer in a glittery siren-red gown, and filet mignon with “caramelized heirloom truffle.” All aimed to get the word out there to the right “unicorn”. The message here is that influencers of unicorns need “bragging rights” crafted for them.

2)?Lil Nas X’s “Satan Shoe” Sell Out

Start-up MSCHF released a shoe, each one individually numbered 666 pairs with each containing 60cc of ink and one drop of human blood.

The company released the 666 shoes for $1,018 US each, as a nod to the Bible verse Luke 10:18: "So He told them, 'I saw Satan fall like lightning from heaven.'"

So popular they sold out in a minute. The message here being unicorns are not necessarily just baby boomers.

3)?The King and His Bling – Can Be Yours

The late rock and roll great, more formally known as Elvis Presley, amassed a comprehensive collection of “bling” over the course of his life, and now a large chunk of it is heading to auction.

The prized pieces, which the “Hound Dog” singer gave to his manager Colonel Tom Parker, will go under the gavel at a dedicated auction, titled the “Lost Jewellery Collection of Elvis Presley and Colonel Tom Parker,” it comprises a total of 193 lots that run the gamut from gold rings and cuff links to watches and chains.

A clear outlier is the solid 14-karat yellow-gold TCB ring (minimum bid: $500,000) that was personally owned and designed by the King. It features the letters “TCB” and two large lightning bolts encrusted with diamonds, along with a large stone. TCB stands for “taking care of business,” which was a favourite expression of Presley’s. The message here is you can take care of your own business by targeting the “unicorn” niche.

4)?Travelers who really don’t want to leave the (plush) comfort of home behind.

Matthew Hofmann’s Living Vehicle trailers aren’t just for a weekend in the rough; they’re for actually living there. The chrome, shoe box-shaped trailer offers everything you would want from a chic apartment. Costing $230,000 US, the former architect’s trailers has it all—outsized windows, a skylight, spa-style bathroom, washing machine and a roof-top solar system allowing for off-the-grid living. And because everyone’s idea of what makes the perfect home is their own, each unit is fully customisable.

Special Features include:

·????????A pull-out balcony opens up the trailer on nice days

·????????The spa-like bathroom will make you forget you’re staying on a campground

·????????There’s an onboard washing machine.

Enough said.

5)?$9.6 Million US Bugatti

Bugatti unveiled the breathtaking Centodieci, a limited-edition homage to a ’90s supercar that sold out in a few hours. Limited to just 10, the multimillion-dollar hyper car pays homage to Bugatti’s 110-year history (Centodieci means 110 in Italian) as well as Romano Artioli’s iconic EB110.

Under the hood, the Centodieci is equipped with an 8.0-liter W-16 engine that is expected to produce a staggering 1,600 hp and propel the four-wheeler from zero to 100 km/ph in 2.4 seconds. The message here, unicorns can make decisions straight away.

6)?‘No Time to Die’

Forget about searching for a watch that looks like something James Bond would wear. Now you can buy one that actually spent time on the spy’s wrist.

An Omega Seamaster that Daniel Craig wore in No Time to Die will hit the block as part of Christie’s “60 Years of James Bond” auction. The timepiece in question was actually designed with the input of the actor to commemorate his fifth and final film as agent 007.

Craig’s watch is called the Seamaster Diver 300M 007 Edition and originally debuted back in 2019, before the film’s release was pushed back three times because of Covid-19. It features a 42 mm case made of titanium that houses a tropical brown aluminum dial with vintage-styled Super-Luminova markers and the British military’s Broad Arrow symbol at 6 o’clock. Completing the package is a matching titanium mesh bracelet. The gorgeous timepiece wasn’t just worn by Craig in the movie, it’s explicitly referred to during a conversation between Bond and Q (“I just showed somebody your watch. It really blew their mind.”).

The timepiece cost $9,200 when it originally went on sale, Christie’s estimates the watch will sell for between $18,000 and $24,000 US. Proceeds from the sale will go to Time’s Up UK, a charity that insists on safe, fair and dignified work conditions everyone.

This is just a snapshot of the ample evidence that the wealthy and high-income earners are active in the market. Clever entrepreneurs see this as a fabulous opportunity to trade up, to upgrade clientele, and to rearrange their business, their products, services, and prices, to attract these big spending consumers.