What if you could get two or three times the work done with just half the effort? This is the idea behind a force multiplier. A tool that multiplies the effect of physical force, thought, or attention. Tools like these allow you to increase the efficiency and productivity of your time and energy. A great example of a force multiplier is a bulldozer. You can move more dirt with a shovel than with your hands, but neither compares to the productivity of a bulldozer.
We must be careful, however, to consider every situation and decide the appropriate tool. It would be foolish to try and use a bulldozer to build a sand castle on the beach. In marketing, email management tools like MailChimp allow you to send one email to thousands of potential customers. You can create a series of emails to be sent at specified times or create emails that automatically go out when you gain new customers. This aspect of automation can save you a tremendous amount of time and energy.
Often, these force multiplying tools can be expensive. Kaufman explains that generally, “the more effective they are, the more expensive they tend to be. Factory production and distribution systems are examples of large-scale Force Multipliers—they make it possible to deliver value to thousands (or millions) of paying customers in a very short time. They may cost thousands (or millions) of dollars, but they can give you capabilities that would otherwise be out of reach.”
Many entrepreneurs choose to use loans to purchase this kind of equipment. They determine that the increased profit over time will make up for the debt that was taken on to buy the tool. In my pipe tobacco subscription business, I use MailChimp for my marketing emails. In the future, I plan to outsource my order fulfillment to a third party service. These tools free up my time and allow me to focus on building my business.