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  • Founder of Athletes Authority
  • Marketing Maverick
  • Business Strategist
  • Newsletter Publisher

Can You Answer This Question? (It Made Domino’s Billions)

In 1960, two brothers, Tom and James, purchased a failing pizza store for $900.

It was called DomiNick’s.

The brothers planned to share the workload equally, but one brother, James, didn’t want to relinquish his job as a Postman.

Within 8 months, James wanted out. He traded his 50% of the business for the Volkswagon Beetle that they used for deliveries, leaving 100% of the business to Tom.

Tom, with the weight of his business resting on his shoulders, got to work turning this failing business around.

And it wasn’t before long that Tom noticed that this failing pizza store had something special about it. 

See, DomiNick’s was a stone’s throw away from Eastern Michigan University.

Which meant there were lots of hungry, lazy university students who didn’t want to cook.

On top of that, the ’60s saw the rise of a famous green plant that was very popular amongst younger people.

And it was notorious for making people high and hungry.

Lazy students who didn’t want to cook + a drug that gave the munchies + addiction?

That was a winning combination…

… If only Tom could get the message out. 

So Tom asked himself the most important question a business owner can ask themselves.

“Why should people do business with me more than any other competitor?”

Because when it comes down to it, that’s exactly the question that needs to be answered in your prospect’s mind. When there are literally hundreds of different options available to your prospect… what is your business going to be known for?

How will it stand out?

Tom’s answer to this was captured in just 8 words.

And those 8 words made him over a billion dollars.

Want to know what it was?

“Fresh, hot pizza delivered in 30-minutes… guaranteed.”

Just like that, he spoke to his target market with precision and accuracy.

Because if you’re a hungry, stoned university student, you don’t need the best-tasting pizza

And you don’t need Nonna’s secret Italian recipe

You just want it to be hot, fresh and quick.

Tom nailed his unique selling proposition and it made his brand Domino’s famous (he changed the name in 1965 after the original owner refused to let him keep the name…)

Dominoes was catapulted to market leader in no time at all, so much so that the big players like Pizza Hut were soon scrambling to keep up.

But by then, he’d claimed the market share, and Pizza Hut was following the leader.

When Tom sold Domino’s in 1998, some 38 years later, he walked away with a 1 billion dollar cheque.

From a failing pizza store to a one billion dollar cheque…

Not a bad return on investment for an 8-word slogan and a $900 downpayment.

Makes me think… what’s yours?

– Karl Goodman

Don’t Stop Here

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Lachlan Wilmot



  • Bachelors of Exercise and Sport Science
  • Honors in Rate of Force Development in Team Sport Athletes

Lachlan began his professional sports coaching career as the second ever employee at the GWS Giants in 2010-11 season prior to entering the AFL in 2012. Over 7 seasons, Lachlan grew a team of talented young men into back-to-back preliminary finals contenders. As the head of strength and power, his role was to turn teenagers into physically dominant men, developing their strength, power, speed and most importantly, their resistance to injury.

In 2018, Lachlan’s success afforded him the opportunity to shift codes, having been offered the role of High Performance Manager for the NRL’s Parramatta Eels.

In as little as one rebuild season, he had taken the wooden spooners of 2018 to the finals in 2019, where they inflicted the greatest defeat of the Brisbane Broncos in NRL history. By 2019, it was time for Lachlan to go ‘all-in’ on his other baby, Athletes Authority.

Now, Lachlan leads the performance program, designing the programs for all the athletes here. He works closely with the sports medicine team, just like he did in pro sport, to help athletes achieve more and reach new heights with their athletic careers.

Karl Goodman


Karl began his career in coaching as a Personal Trainer back in 2007. After competing for NSW as a Baseballer, and then competing at an elite standard as a cyclist throughout university,  Karl received the opportunity to work with Gordon Rugby in the Shute Shield competition. From there, he found a way to marry his passion in sports and competition with coaching; selling his investment property to start Athletes Authority in early 2016.

Starting from humble beginnings, the facility vision was taken to another level when Lachlan and Karl partnered up in 2017 and Athletes Authority was incorporated. It was no longer just a gym training athletes; Athletes Authority was committed to becoming a brand athletes worldwide could rely on for quality coaching, advice and service.