Randy Cohen built his multimillion-dollar business from the backbone of the Austin community, University of Texas sports. As a UT student in 1987, he took his life savings and bought 200 $7 tickets to a Texas basketball game.

"UT had a great season that year," he said. "They were No. 3 in the nation, and they were going to play Arkansas, who was No. 1. It was a big game, and I knew it was going to sell out."

It did not sell out as quickly as he thought, however. Walking to the stadium with a bag full of tickets, he thought he might have made a mistake. But when the line in front of the Frank Erwin Center box office saw the cashier post a sold-out sign, people looking for tickets came his way because "he was the only game in town."

He sold his tickets for $15 a piece, and thus began the rumblings of TicketCity, a simple, hassle-fee way for people to purchase tickets to their favorite events.

After graduating from UT's business school, Cohen worked in sales at Wallace Computer Services. As he said, it is best to learn on someone else's dime. He continued to sell tickets on the side, perfecting his business before officially starting TicketCity in 1990.

His first office was in Dobie Mall off of the UT drag. In those pre-Internet days, the office consisted of a fax machine and telephone. His only advertising was in the Austin American Statesman's classified section and the Yellow Pages.

The company's first Web site was launched in 1996. Two years later, TicketCity launched the first fully functioning e-commerce Web site in the ticketing industry, allowing consumers to buy tickets online.

Now he is one of the most successful secondary ticket entrepreneurs in the world. He runs his multi-million dollar business from a 10,000-square-foot office in west Austin with more than 40 employees helping him. TicketCity buys and sells tickets to all major concerts, theater performances and sporting events worldwide, but specializes in college sports and championship events.

After 20 years of growing and maintaining a successful business, he was ready to share his secrets with the world. In "Ticket to the Limit," a motivational book he wrote last year for aspiring entrepreneurs, Cohen outlines several rules for a successful business and personal life in Randy's Rule of Reason. One basic rule is to do what you love.

"If you're passionate and love what you do, do it well and keep on doing it," he said. "If you're miserable, get the hell out. Go find something that you love. Loving what you do doesn't necessarily mean jumping out of planes or finding a cure for cancer. It's what lights your fire. Now is the time to chase your dreams, pursue your passions and go after your goals with purpose. You have an all-access pass to an amazing life, as long as you're willing to use it."

Cohen is incredibly passionate about what he does, and according to TicketCity Office Manager Ashley Cates, that passion is contiguous. "His title here is chief energizing officer, and he certainly lives up to that name," she said.

Randy's Rule No. 6 is to have a big heart. During the 1996 Olympics, an elderly woman called TicketCity asking for tickets to the opening ceremony. The only problem was she did not have a ride. "I said, Ôma'am, it's your lucky day. I'm coming to pick you up,'" Cohen said.

He rented a black Lincoln Continental, drove 80 miles to pick her up and escorted her to the games. He saw the tears of joy and excitement in her eyes as she watched Mohammed Ali light the cauldron and thought, Ôthis is what it is all about.'

"Our mission statement was about making dreams come true," Cohen said. "You don't have many opportunities like that Ð to go so far above and beyond expectations Ð so when you do, you have to jump on them."

Once his staff heard about what he did, they found ways to go above and beyond their clients' expectations, as well.

"The most important thing I did was hire an amazing management team," he said. "That is huge."

They give him a chance to explore other ventures in his life, such as writing a children's book for his daughter called "DD and Daddy's Big Night Out," starting a top-of-the-line watch company called Tikkr and getting involved in the community.

With all of his success in life, Cohen is still a hometown boy. "I love it here," he said. "It is the most amazing place on the planet."

He still loves cheering on the Longhorns and occasionally the Cowboys, but pro-sports have been replaced by his children's sports. He can be found in the cheap seats cheering on his twin 16-year-old boys, Alec and Derek, playing football at Westlake and 8-year-old daughter, Kelsey, playing soccer and tennis. The enthusiasm he has when talking about his business multiplies when he talks about his children.

"It is their world," he said. "I am just living in it."

Cohen teams up with other Austin business leaders to provide tickets to sporting events and afternoons with local CEOs for underprivileged children.

"I want to show kids that no matter where [they] come from, if [they] work hard, one day all of this can be [theirs]," he said.

Along with giving back to community and finding a balance between his professional and personal lives, Cohen believes in continual education and growth. "Always learn," he said. "Never stop learning. Read, read, read Ð books help you learn and be ahead of the game."

An avid reader, his bookshelf is lined with books like "The World is Flat," by Thomas L. Friedman, and "Good to Great," by Jim Collins.

Each spring he attends the Gathering of Titans, an assembly of entrepreneurs at the Massachusetts Institute of Technology. "We all come from different companies and industries and are able to learn a lot from each other," he said.

Cohen's future looks bright. With the enthusiasm of a 12-year-old, love of the game and passion for life, he is guaranteed his own ticket to ride.

For more information on TicketCity, visit www.ticketcity.com.