J.D. Power Built Billion-Dollar Business by Charging Car Companies Extra to Improve Their Award Rankings
"The people who he sells research to was like, I'm angry. Why am I not higher up on the list? And he was like, well, for an extra fee, I can teach you how to improve X, Y, and Z so you can get higher in the list. And that was the J.D. Power Award."
About this episode
In this episode of My First Million, hosts Sam Parr and Shaan Puri explore unconventional business strategies centered on creating lists, awards, and events to gain influence and build lucrative companies. The primary focus is on what they call the Kingmaker move: inserting yourself at the center of any industry by creating rankings and awards that force engagement. Parr recounts attending the Webby Awards, describing it as a pay-to-play operation generating revenue from 13,000 annual entries at $600-700 each, now owned by private equity and generating substantial revenue despite its Brooklyn hipster aesthetic. Puri shares Jason Calacanis's strategy of creating the Silicon Alley 100 list in the 1990s, deliberately ranking high-profile figures lower to create controversy and force them to engage. The conversation expands to Palmer Luckey's critique of defense contractors operating on cost-plus models that incentivize higher costs rather than efficiency, contrasting this with Anduril's product-based approach that invests 100% of revenue into R&D. They discuss Elon Musk's idiot index concept for measuring raw material costs versus final product markup, revealing how SpaceX identified massive inefficiencies in aerospace procurement. The episode also covers the story of Pat LaFrieda, who built a $270 million meat empire by creating custom blends for New York restaurants and supplying Shake Shack, and J.D. Power's billion-dollar award business that charges companies to improve their rankings. Puri proposes creating an award event for teenage hackers and misfits to identify future tech leaders, while Parr discusses his Sam's List project ranking accountants. The overarching theme is that creating lists, awards, and events can be more powerful than traditional marketing or networking for building influence and wealth.
Key takeaways
- Jason Calacanis inserted himself into New York tech by creating the Silicon Alley 100 list and deliberately ranking famous people lower to create controversy and force engagement with his publication.
- Palmer Luckey accused defense contractors of inflating costs under cost-plus contracts where higher expenses equal higher fees, while Anduril invests 100% of revenue into R&D versus Lockheed Martin's 1%.
- Elon Musk's idiot index compares raw material costs to final product prices, revealing the space industry had markups exceeding 100x and enabling SpaceX to drastically undercut NASA-level budgets.
- Pat LaFrieda built a $270 million meat purveyor business by creating custom branded blends for New York restaurants and becoming the exclusive supplier to Shake Shack after secretly defying his father's wishes.
- J.D. Power created a billion-dollar awards empire by selling car buyer research to automakers, then charging extra fees to help companies improve their rankings in future awards.
- The Webby Awards generates substantial revenue from 13,000 annual entries at $600-700 each in a pay-to-play model, now owned by private equity despite maintaining a Brooklyn hipster aesthetic.
- Puri proposes creating an award event for teenage hackers and misfits who excel at low-status activities like gaming or coding to identify and mentor future tech leaders before they're recognized by mainstream institutions.