The real winner during the Gold Rush

People get anxious when there’s a boom in a market, they just want to rush and do the work. That means entering into uncharted territory and the only thing they can expect is to have tough competitors. But, how about selling to those who do the work?
Do you know the origin of the brand Levi’s?
Levi Strauss started a business called Levi Strauss & Co. back in the day during the California Gold Rush. He began making durable pants for miners who were constantly breaking them. Due to its quality and word of mouth among miners, Levi Strauss & Co. became really popular. But he didn’t just sell pants, he also sold everything a miner needed in order to dig gold. The rest, as they say, is history.
I find Levi Strauss’ story fascinating, not just because he made a fortune, but the way he did it. He showed up during the the gold rush, not to do the work of digging gold, but to give the people who were doing the work the tools they needed.
When you sell to the ones doing the work you get the benefits of a popular industry while avoiding competition. It’s brilliant.