Winning Where Others Aren’t Looking

In the fast-paced world of business, it’s easy to get caught up in the race to outdo competitors. CEOs, CMOs, and business owners are often driven by the need to be faster, smarter, or richer than their rivals. But what if the key to extraordinary success lies not in competing on the same old battleground, but in asking a simple question: “What aren’t they doing?”

This question is the secret sauce behind many legendary success stories, including that of David Geffen. Born and raised in Brooklyn, Geffen wasn’t handed his achievements on a silver platter. Instead, he crafted a path that was as unconventional as it was ingenious. His journey from a struggling mailroom clerk to a billionaire media mogul offers a treasure trove of lessons for anyone looking to break away from the pack.

David Geffen was born into a Jewish family in Brooklyn. Growing up, he was an ordinary kid with no extraordinary talents or skills that set him apart from his peers. But he had a dream – he wanted to be among the ‘beautiful people’ in Los Angeles. At 18, with little more than ambition and a desire for something more, he packed his bags and moved to LA.

However, reality hit hard. Geffen found himself struggling to hold onto jobs. He wasn’t particularly good at anything and got fired repeatedly. Frustrated and at a loss, he confided in a struggling actor about his predicament. The actor’s words would change the course of Geffen’s life: “You can’t do anything? You should be an agent, they don’t do anything.”

Geffen took the advice seriously. Determined to find a place in the industry, he landed a job in the mailroom at the prestigious William Morris Agency. But getting this job wasn’t straightforward. He had to lie on his resume, claiming he had a degree from UCLA, figuring no one would bother to check.

As luck would have it, the agency did check. Geffen discovered this when he saw a colleague fired for a similar lie. But unlike his colleague, Geffen had an advantage – he was in the mailroom.

Every morning, he arrived early to intercept the mail. When the dreaded letter from UCLA arrived, he carefully steamed it open and changed one crucial word. ‘David Geffen never graduated from UCLA’ became ‘David Geffen recently graduated from UCLA.’ This quick thinking not only saved his job but also impressed his bosses, who saw him as a diligent early riser.

Working in the mailroom at the William Morris Agency gave David Geffen a unique vantage point. While delivering mail, he observed the agents and their routines closely. He noticed that their work largely involved talking on the phone and negotiating deals. To Geffen, it seemed like they were just “bullshitting on the phone all day.” With his Brooklyn roots, he figured he could do that just as well, if not better.

What truly set Geffen apart was his ability to see an opportunity where others saw routine. He realised that most agents focused on signing established acts. These artists were not only expensive but also highly sought after, making the competition fierce.

Geffen, however, saw a gap. Why chase after stars when you could discover the next big thing before anyone else? While other agents spent their evenings at home, Geffen hit the clubs and bars, searching for undiscovered talent. He signed artists who didn’t yet have representation, believing in their potential before they became household names.

This strategy paid off. Geffen quickly rose through the ranks, becoming the most successful agent at William Morris. His knack for identifying raw talent and his relentless work ethic made him indispensable.

By the time he was 27, Geffen was ready for his next big move. He founded Asylum Records, a label that would become synonymous with some of the greatest musical talents of the 1970s. Under his guidance, Asylum signed artists like Neil Young, Crosby, Stills, and Nash, the Eagles, Joni Mitchell, and Jackson Browne, to name just a few.

Having tasted success with Asylum Records, David Geffen wasn’t content to rest on his laurels. In 1972, after selling Asylum Records, he took a brief hiatus. But the pull of the music industry was too strong to resist. Five years later, he launched Geffen Records, a label that would become a powerhouse in the industry.

Geffen Records quickly distinguished itself by signing a diverse array of talented artists. Geffen’s approach was both strategic and unconventional. He signed artists like Donna Summer, Cher, Aerosmith, Guns N’ Roses, Nirvana, and The Stone Roses, propelling the label to incredible success.

One of Geffen’s most significant coups was signing John Lennon. At the time, every major label was vying for Lennon’s signature. Most executives were focused on wooing Lennon directly, overlooking an essential aspect of his life—Yoko Ono. Geffen, however, saw an opportunity where others did not. He approached Yoko Ono, understanding that her influence was critical. By winning her over, he secured Lennon’s agreement to sign with Geffen Records.

This move not only highlighted Geffen’s ability to think outside the box but also his talent for building relationships and understanding the dynamics at play beyond just the business transaction. The result was the release of “Double Fantasy,” a masterpiece that became a huge success for both Lennon and Geffen Records.

Geffen’s innovative thinking and willingness to do what others weren’t led to immense success. His label became known for its roster of iconic artists and its ability to consistently produce hit records. By 1990, Geffen Records was a dominant force in the music industry, and Geffen sold it for a substantial profit.

After the phenomenal success of Geffen Records, David Geffen once again sought new horizons. This time, his ambition led him to the film industry. In the early 1990s, Geffen partnered with two other industry giants, Steven Spielberg and Jeffrey Katzenberg, to create DreamWorks SKG. The initials “SKG” stood for Spielberg, Katzenberg, and Geffen, marking the collaborative spirit of this new venture.

DreamWorks SKG was more than just a film studio; it was a bold vision for a new kind of entertainment company. Combining Geffen’s expertise in music and media with Spielberg’s legendary filmmaking and Katzenberg’s animation prowess, the trio set out to create a powerhouse that would revolutionise the industry.

The early years of DreamWorks were marked by a series of high-profile successes. The studio produced acclaimed films such as “Saving Private Ryan,” “Gladiator,” and “Shrek,” each of which showcased the unique strengths of the DreamWorks team. Geffen’s knack for identifying talent and fostering creative environments played a crucial role in the studio’s rise.

Under Geffen’s guidance, DreamWorks not only thrived but also set new standards for collaboration and innovation in the entertainment world. His ability to see opportunities where others saw challenges continued to be his trademark. Geffen’s influence extended beyond just making movies; he helped shape the future of the entertainment industry by fostering a culture that valued creativity, quality, and forward-thinking.

Today, David Geffen is worth around $8.1 billion, a testament to his ability to continuously reinvent himself and adapt to new industries. His story is not one of being the best, the smartest, or the richest from the start. Instead, it’s about asking the right questions, seeing what others missed, and daring to do what others wouldn’t.

David Geffen’s journey from the mailroom to the top of multiple industries is a powerful reminder that success often comes from unconventional thinking. In a world where everyone is trying to be better, faster, or smarter, Geffen’s story shows the value of looking for the gaps and asking, “What aren’t they doing?”

For CEOs, CMOs, business owners, and marketing professionals, this mindset can be transformative. Instead of getting caught up in the competition, look for the unmet needs, the overlooked opportunities, and the paths less traveled. It’s not just about playing the game better; sometimes, it’s about changing the game entirely.