Unconventional ideas—and a little psychology—can produce surprisingly powerful results
Unconventional ideas—and a little psychology—can produce surprisingly powerful results. As we head into 2026, challenge yourself to think differently in your business. Test small tweaks, experiment with new messages, and most importantly, track the results.
One simple but compelling example came from an unexpected place: a friendly bet between my ex-wife and me.
We were down the shore in Ocean City, New Jersey, when she suggested the kids set up a lemonade stand outside the beach house. I was skeptical. Standing out front selling lemonade didn’t seem very profitable—and making money should be fun. Somehow, that skepticism turned into a Saturday-morning wager: who could make the most money with the kids?
My idea was simple: Free Water.
We made a sign together that read “Free Water,” threw on a printed hat, and added one key monetization element—a clearly visible tip bucket. We set up early in the morning at one end of the Ocean City Boardwalk, right when people were biking, jogging, and exercising along the nostalgic two-mile wooden walkway.
Here’s where it became unconventional. I told the kids to give the water away freely—no questions, no pressure. I had picked up three 30-packs of bottled water from Costco (about six cents per bottle at the time), along with ice and coolers.
In less than two hours, we were sold out.
The kids made $176 in tips.
The reaction from people receiving free water was incredible—surprise, gratitude, and generosity. Needless to say, I won the bet, but more importantly, it became a fascinating real-world experiment in human nature.
The Free Water concept stuck. My son Chris would occasionally set up at one end of the boardwalk whenever he needed quick spending money. A close family friend, Palmer, took it to the next level—running the opposite end of the boardwalk and earning thousands in tips each summer like a true entrepreneurial strongman.
The lesson?
Sometimes giving first—and breaking the expected rules—can create results far beyond what conventional thinking ever would.
Chris Plocinik
