15 Proven Strategies to Grow a Business That Actually Works
Serial entrepreneur Jesse Itzler shares 15 low-to-no-cost strategies he used across five business exits — including sales to Warren Buffett's NetJets and Coca-Cola — to acquire, retain, and grow customers. The throughline: outwork competitors on human connection, presence, and unexpected gestures rather than budget. ---
Key Concepts
| Concept | Definition |
|---|---|
| Hot 25 List | A curated list of 25 target relationships to stay on radar with, contacted once per quarter with value-only outreach |
| Three C's | Compliment, Congratulate, Console — the framework for building deep, authentic business relationships |
| Do the Unexpected | Layering unrequested, personalized gestures on top of expected deliverables to create separation from competitors |
| Be Where Your Feet Are | Full presence and high energy at every event or meeting, regardless of whether you want to be there |
| Connector Mindset | Actively maintaining a mental map of contacts' interests to make introductions — free to do, high return on goodwill |
Notes
Outreach & Communication
- **Handwritten letters**: Cut through gatekeepers and email noise — everyone reads them
- Wrote 10/day early in career → 3,000+ per year; treated each as a planted seed
- Sent to mentors, clients, anyone who did something positive — never asked for anything
- **Hot 25 List**: 25 people you want to stay on their radar
- One-way value touchpoint each quarter (DM, note, email, letter)
- Provides a natural conversation opener when you run into them — you're playing offense
- Example: send a surf destination guide to someone you know loves surfing
- **DM people directly**: Most people manage their own social accounts and read DMs
- Example: A stranger DMed Itzler with a no-lose offer (free branded samples); landed the entire account
- **Write a proper email**:
- Subject line is the most critical element — must compel the open
- Keep the body short, punchy, and specific; include a clear call to action
- Re-read it as the recipient: *Would I respond to this? Would I want to meet this person?*
In-Person Presence & Networking
- **Hometown restaurant**: Identify one local hot spot where you become a regular
- Know the staff by name, tip well, leave notes — builds the ability to get reservations for clients on short notice
- Walking in with clients when staff greets you by name creates instant social proof
- **Hot spots**: Go where your target contacts already congregate
- Every city has a restaurant, bar, or venue where a specific industry clusters
- These are open to anyone — no money required, just a reservation
- **Buy the cheap seats**: Be in the building, even at the lowest price point
- Being present creates opportunities; being absent guarantees none
- At events, go to the bar — don't fixate on your assigned seat
- **Stand up before meetings**: Be standing when the other party arrives
- Sitting = low energy; standing = ready, engaged, high energy
- First impression is set before a word is spoken
- **Stay late**: The best connections and sales often happen after most people leave
- Staying late is a deliberate act of creating luck
- *"Luck doesn't happen watching TV on your couch."*
- **Be where your feet are**: Show up mentally, not just physically
- Itzler turned a wedding he didn't want to attend into a valuable business connection by shifting his energy and engaging fully
Relationship Building
- **Three C's — Compliment, Congratulate, Console**:
- *Compliment*: Authentic, specific praise at a moment when no one else is saying it
- *Congratulate*: Acknowledge milestones in their personal life, not just business (e.g., a kid getting into college)
- *Console*: Reach out during grief — failing to do so is never forgotten
- Payoff: referrals, loyalty during business downturns, genuine advocacy
- **Be a connector**: Introduce people who share common interests or complementary needs
- Costs nothing; earns lasting goodwill and top-of-mind status
- Keep a running mental log of what people care about
Follow-Up & Execution
- **Follow up on everything**: Post-meeting follow-up is a second, unhurried chance to influence the outcome
- Real-time meetings move fast; follow-up lets you regroup, summarize, and drive next steps
- A poor meeting can be partially recovered with a strong follow-up
- **Do the unexpected**: Execute everything expected, then add one unrequested, personalized gesture
- Example (Marquee Jet): Pre-vetted pediatrician lists for clients traveling to Mexico with kids; pre-booked restaurant reservations for spring break trips
- Ask: *What could I do differently that no one else in my industry is doing?*
Identity & Brand
- **Be known for something**: In a crowded market, a memorable personal signature creates differentiation
- Examples: the "Halloween candy guy," the "bow tie guy"
- Should be authentic to who you are — quirky, athletic, a collector, anything consistent
- Acts as a trademark that keeps you top of mind
Actionable Takeaways
- Start writing 10 handwritten letters a week — to clients, mentors, or anyone who added value to you recently
- Build your Hot 25 List this week; schedule a quarterly calendar reminder to send each person a one-way value message
- Identify your city's industry hot spot and make it a recurring part of your schedule
- Before your next meeting, stand up and stay standing until the other party arrives
- After every meeting, send a follow-up that summarizes key points, thanks the person, and states clear next steps
- For your top 10 clients, brainstorm one unexpected, personalized gesture you could deliver in the next 30 days
- Audit your last five sent emails: Does each have a compelling subject line, a short body, and a specific call to action?
- Make two introductions this month between people in your network with complementary interests or needs
- Choose or commit to one personal signature — something consistent you can own and be recognized for
Quotes Worth Keeping
Luck doesn't happen watching TV on your couch. Luck happens when you put yourself in a situation where the universe can reward you.
If I'm going to be somewhere, be there. Be where your feet are.
While everybody in your industry is playing a nine-inning game, it's important that you play a ten-inning game.
I was the only one there. I stayed late.