The Mask That Built a Billion-Dollar Business

A note to young leaders.

Entrepreneurs are first-rate noticers, constantly scanning for opportunities.

They see what everyone else sees, but think what no one else thinks.

In 1970, Japan’s economy was taking off, and its people were growing wealthier. That year, the World Expo was held in Osaka. Among the 64 million visitors was John Amos, co-founder of the American insurer, Aflac.

Amos noticed not just the emerging affluence of the population – but how many of the local attendees voluntarily wore masks, to avoid catching colds and flus.

Amos made the connection: Japanese society was both wealthy AND risk-averse.

For an insurance company, this was nirvana.

It took four years for Alfac to secure an insurance licence in Japan – but it was worth the wait.

Big time.

Today, Japan accounts for more than 70% of Aflac’s USD 18 billion in annual revenue.

Multimillion-dollar opportunities walk past us every day.

Notice … and grow rich.