Get In Your Own Lane

Dear Friends:

Late Breaking News! Jeff McBride is hotter than ever. Just back from a tour of China and Peru, now he will be featured on the top two magic shows on TV during the next two weeks. Don’t miss him tonight (Sept. 1) on Masters of Illusion on the CW network, and then again next week (Sept. 7) on Penn & Teller’s Fool Us, also on CW. Check your local listings for exact times. These are memorable performances you won’t want to miss! Please help us spread the word.

Jeff - Masters and Fool Us

This week’s article is from our friend Bryce Kuhlman, an amazing serial entrepreneur in his own right, and wizard of all things digital for the Magic & Mystery School. Enjoy his words of wisdom!


From Bryce:

I remember years ago…

A friend called and asked if I wanted to take over the online sales and fulfillment for a big celebrity (CDs, DVDs and so on). I’ve been in eCommerce for over 20 years and have helped build many successful companies. But, my expertise has always been in the online part… creating and optimizing the systems, digital delivery, increasing revenue and conversion rate, etc.

Now I was being asked to build a fulfillment house. We’re not talking a few boxes in a closet, and a couple of trips to the post office every week. They were sending hundreds of boxes a day. That meant warehouses, inventory management and unskilled labor.

I was tempted by the challenge.

But I also knew it was pretty far outside my wheelhouse, and was going to take a lot of work… and not the fun kind.

So I did what I would always do when I had a big decision to make:

I called Eugene.

He answered my question by posing one of his own:

“Is that the business you want to be in?”

I only had to think for a second before responding “not really!”

That was 15 years ago and I still ask myself that question on a regular basis.

So many people that strike out on their own think they have to do it all themselves.

“Chief cook and bottle washer,” as the saying goes.

And magicians seem to be some of the worst. They try to be performer, graphic designer, marketer, prop builder, director, etc., etc., etc.

One of my business partners has this great saying: “Get in your own lane and stay there!”

I’ve added to it:

“… and surround yourself with others who are going in the same direction, but in their own lanes.”


There was a time, not too long ago, when it was hard to find people to help. Even if you lived in a decent-sized city, the Yellow Pages wasn’t exactly user friendly. And, even if you did find people with expertise in other areas, how could you know if they were going to be a good fit for your specific needs?

Those days are gone.

We now have entire communities of people that legitimately want to help (and can deliver the goods).

So I urge you to take a hard look at all the things you’re doing and ask yourself a few questions:

  • Am I really good at this?
  • Do I LOVE doing it?
  • Is there someone else out there that does love doing it?

We all have TO DO lists.

I want you to create a TO DON’T list.

Then reach out. Ask your colleagues and mentors.

Ask us. I’ve been involved in The Magic & Mystery School for over 25 years. Many of the things I’ve accomplished in life would not have been possible without the support, and connections, that have come from this amazing community we’ve built.

Pick up the phone. Send that email.

Do what you love and partner with people who love what they do.

“Anything is possible – if you dare to ask!”

The Aladdin Factor” by Jack Canfield and Mark Victor Hansen, authors of the best-selling Chicken Soup for the Soul series

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