Recently, I was helping a relative get a bus pass—something I hadn’t done in years, so I was a bit rusty on the process. The pass cost $25, and I only had a $20 and a $10 bill. I fed both into the machine and got my change back in coins. Confused, I asked my relative, “What the hell is this?” He laughed and explained it was dollar coins. As we gathered the change, a man suddenly appeared and asked if I had any spare change.
I was caught off guard. No usual excuses like “I don’t have change” would work—he’d seen me put money in and get coins back. It felt invasive, almost like being stalked, but it also gave me a fresh perspective on business. His tactic wasn’t exactly a win/win; I was expected to give, and he was there to take. It made me wonder: do you treat your clients like that? Are you just chasing money to pay your bills, or are you creating real value for them?
In business, the smart move is to start with your passion, then find a gap in the market—*something others need that you can provide*, not the other way around. If you’re only in it for yourself, you’ll constantly chase new clients because old ones won’t stick around. Will I go back to that bus station looking for that guy to give him more change? No way. That’s the difference between a one-off transaction and long-term success.
That panhandler had a sharp business instinct. He spotted an opportunity—watching me, learning my pattern, and shutting down my usual excuses before even asking. He was playing the game smartly, even if I wasn’t thrilled about it. In 2025, this kind of hustle has evolved with technology: some panhandlers now accept digital payments via smartphones, and many use unique, targeted messages to stand out in crowded urban spaces. The creator economy and AI tools have even inspired new ways to “panhandle” or monetize personal stories and skills online, turning raw need into creative opportunity.
The takeaway? Always bring something valuable to the table. Don’t just show up to take; show up to *give*—whether that’s value, service, or a compelling reason for clients to come back. The goal isn’t just a one-time handout; it’s building a relationship where customers love your business so much they seek you out.
Kevin "KevRoss" Ross is a music and radio industry expert. He is a 20 -plus year entrepreneur with the leading most successful industry trade publication and site Radio Facts (www.radiofacts.com). He has also published various books, magazines, performed marketing and promotions for major corporations and recording artists and he is on the advisory board of several industry organizations. This year Ross introduced his non profit organization LOMARI (Leaders of the Music and Recording Industry) to help teach young minority students how to market and manage their music and products.
