The Thorny Business Lessons from Taxco, Mexico

Logs of thorns sell in Mexico.

Why?

People willingly buy pain.

Picture this: A hidden labyrinth of market stalls in old town Taxco, Mexico. Amidst the silver and souvenirs, one vendor stands out. His product? 20kg bundles of thorns.

These aren’t for gardening. They’re for self-flagellation during Easter processions. Devotees carry them, backs bleeding, as penance.

Sounds crazy? Maybe. But there’s demand.

5 business lessons from thorn logs:

? Market reality trumps your opinion
? Solve problems your customers see, not you
? Cultural context creates unique opportunities
? Pain points (literal or not) drive purchases
? Your perspective doesn’t matter. Theirs does.

The entire economy is built on problem-solving. But here’s the secret: It doesn’t matter if YOU see it as a problem. What matters is if THEY do.

Your mission: Find your customer’s “log of thorns.”

It might seem absurd to you. But if they’re buying, you’re solving.

Key insight: Abandon preconceived notions. Approach with truly open eyes and ears.

As Anthony Bourdain said “Be a traveler, not a tourist” in your market.

Travelers immerse. Tourists judge.

Travelers discover opportunities. Tourists miss them.

Identify their pain. Solve it.

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