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Click = here to get=20 the Daily Briefing in your inbox =
01/21/2002 - Updated 02:53=20 PM ET =

Writing duo tries to drive = mouse to=20 riches

By Bruce Rosenstein, USA = TODAY

3D"'The
The MouseDriver=20 Chronicles
by John Lusk and Kyle=20 Harrison

Two Texans named John Lusk and = Kyle=20 Harrison tell the tale of their entrepreneurial = odyssey in the=20 wonderfully engaging The MouseDriver = Chronicles.

Lusk and Harrison launched = their company,=20 Platinum Concepts, in their San Francisco apartment. = When=20 things got cramped and claustrophobic, they adjourned = to their=20 unofficial boardroom, the neighborhood Starbucks. = Their one=20 and only product: the MouseDriver, a computer mouse = shaped=20 like the head of a golf driver.

The mouse caused confusion from = the=20 beginning =97 not in how it worked, but in what it = was. It would=20 be an understatement to say that people were not = sitting=20 around waiting for this product. Should it be marketed = to golf=20 fans or general computer users?

As the book goes on, it becomes = clear=20 that the golf gift-and-novelty market is the way to = go.

Their product started out as = Harrison's=20 class project when the two were MBA students and = roommates at=20 The Wharton School of the University of Pennsylvania = from 1997=20 to 1999. They were in their late 20s and looking for = something=20 to launch a career, though not necessarily to work at = until=20 they retired.

In fact, they made projections = only=20 through 2001. An option at the end of that period: = Sell the=20 company after becoming millionaires.

Did they reach that goal? = You'll have to=20 read Chronicles to find out. This is one of the = rare=20 business books where giving away the ending would = spoil the=20 enjoyment.

They found out quickly how = little they=20 knew and how little, at first, their Wharton network = could=20 help them. In fact, "Plan C" (the Yellow Pages) was = more=20 valuable in the early stages.

Platinum Concepts could never = have gotten=20 off the ground without some pros, such as golf public=20 relations maven Rick Connelly, who taught them an = MBA's worth=20 of knowledge about the golf business As a neat = sidelight,=20 Connelly turned out to be the model for Beaver in = Leave It=20 to Beaver, which was co-created by his father. = "The Beav=20 was doing our marketing," Lusk says.

Overall, Lusk and Harrison come = off as a=20 couple of cool guys who are trying to make money, have = fun at=20 the same time and be as classy as they can be in an = industry=20 where kitsch and cheesiness are never far away. (After = all,=20 they are selling a novelty product, no matter how=20 ergonomically correct.)

They are pretty shrewd, too. = They are=20 doing guest lectures at MBA programs =97 a combination = of=20 education and promotion. In fact, cynics could see = The=20 MouseDriver Chronicles as one gigantic = product-placement=20 ploy.

They now offer product = consulting on=20 their Web site, www.platinumconcepts.com. They = shouldn't stop=20 there. Who's got the film rights to this baby?

  • More=20 reviews of Money books.
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=A9 Copyright 2002 USA TODAY, a = division of Gannett Co. = Inc.
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Select Service!
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