It’s that time of year again.

The Kentucky Derby is this weekend.

If you’re unfamiliar, the Derby is an annual horse race on the first Saturday in May. It’s known by many names, but most famously as the “Run for the Roses,” and “The Greatest Two Minutes in Sports.” 

It’s arguably the most important event on the global horse racing calendar.

It’s an event that draws thousands of people from all over the world to a small Kentucky city, and hundreds of millions of eyeballs to television screens all around the world.

Years of preparation are put into this one specific race. The breeders, the owners, the trainers, the jockeys, the horses themselves, the grounds crew, and more, all put in hundreds (if not thousands) of hours of preparation…and that’s just on the racetrack.

The race itself is only a fraction of the spectacle—millions of dollars are spent on television promotion, and millions more are spent on corporate sponsorship deals. In the stands, you’ll see the rich and famous dressed as if they are from 1923, not 2023—men in snazzy suits, and women in vibrant outfits with large elaborate hats, sipping mint juleps.

And yes, all of this for just a 2-minute horserace!

Now, for those who do actually attend the event in-person, there’s a particular aspect of the experience, unknown to most, that I think is absolutely genius. And if there is any one thing that can drive excitement for attending the Derby, this is it.

Take a look:

Click Here to Watch John’s Video – The Kentucky Derby Experience

I’m all about going the extra mile. And if it can be personalized, even better!

Whatever can give your customer that “WOW!” moment, don’t hesitate to do it—even if it might cost a few more dollars.

But if you’re going to spend the money, time, and effort—if you’ve gone 99 yards down the field, don’t fumble the ball at the 1-yardline…

Or more fittingly, in horse racing terms, if you’re racing the 1¼ miles of the Kentucky Derby, don’t fall off your horse just before the finish line!

Now, ask yourself two questions: What is that “WOW” moment you’re giving your customers? And are you sprinting through the finish line to deliver it for them?

I know one thing for sure…there will be one horse this Saturday that does both.


Founder of the align5 Companies,  CEO of Scaling Up Coaches, and Serial Entrepreneur

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