1 00:00:00,000 --> 00:00:02,920 Enablement and I hope you're doing okay. 2 00:00:02,920 --> 00:00:06,080 You can jump on the stream yard if you're just getting this 3 00:00:06,080 --> 00:00:10,440 or you can call me back 210-683-9307. 4 00:00:10,440 --> 00:00:12,520 That's 210-683-9307. 5 00:00:12,520 --> 00:00:13,400 Happy to host you. 6 00:00:13,400 --> 00:00:15,280 I'll bridge the gap in the meantime 7 00:00:15,280 --> 00:00:17,640 as we talk about revenue and sales enablement 8 00:00:17,640 --> 00:00:18,740 for visionaries. 9 00:00:18,740 --> 00:00:19,580 Take care of my friend. 10 00:00:19,580 --> 00:00:20,400 I hope everything's well. 11 00:00:20,400 --> 00:00:21,560 Bye bye. 12 00:00:21,560 --> 00:00:24,440 And welcome in to Vision Pros Live. 13 00:00:24,440 --> 00:00:27,560 I am on by myself for now. 14 00:00:27,560 --> 00:00:29,240 Roderick Jefferson might be joining us. 15 00:00:29,240 --> 00:00:30,720 He might not be. 16 00:00:30,720 --> 00:00:33,320 He does have quite the portfolio of experience. 17 00:00:33,320 --> 00:00:35,760 So I'm excited to talk to him in the near future. 18 00:00:35,760 --> 00:00:38,680 But there are plenty of practical ideas 19 00:00:38,680 --> 00:00:40,200 that I've learned over the years myself 20 00:00:40,200 --> 00:00:42,200 in terms of driving revenues and sales. 21 00:00:42,200 --> 00:00:43,960 So we'll dive into my ideas. 22 00:00:43,960 --> 00:00:47,960 If Roderick shows up, we will add him to the mix 23 00:00:47,960 --> 00:00:49,040 and move from there. 24 00:00:49,040 --> 00:00:51,120 So Vision Pros, let's enjoy the ride. 25 00:00:51,120 --> 00:00:54,320 All right, welcome in to Vision Pros Live. 26 00:00:54,320 --> 00:00:56,400 The Jackson Calame, I'm your show host. 27 00:00:56,400 --> 00:00:59,080 We'll be doing interviews for visionary entrepreneurs 28 00:00:59,080 --> 00:01:01,040 and guest leaders who are building 29 00:01:01,040 --> 00:01:02,520 fantastic visions out there. 30 00:01:02,520 --> 00:01:05,880 ["Fantastic Visions Out There"] 31 00:01:12,040 --> 00:01:14,640 Everybody, welcome in to another episode of Vision Pros Live. 32 00:01:14,640 --> 00:01:16,120 I'm your show host, Jackson Calame, 33 00:01:16,120 --> 00:01:18,760 founder and CEO of First Class Business. 34 00:01:18,760 --> 00:01:23,000 And I'm excited to dive in about revenue and sales. 35 00:01:23,000 --> 00:01:25,320 Two of the most important topics for visionaries 36 00:01:25,320 --> 00:01:27,780 who are striving to create growth 37 00:01:27,780 --> 00:01:30,920 because you need a vehicle in order to really create 38 00:01:30,920 --> 00:01:32,180 the type of growth that you want. 39 00:01:32,180 --> 00:01:34,000 If your vision, if the design of your vision 40 00:01:34,000 --> 00:01:36,880 is to help others, one of the most important vehicles 41 00:01:36,880 --> 00:01:39,400 you can have is revenue in and of itself. 42 00:01:39,400 --> 00:01:41,120 I mean, look at what you're doing right now 43 00:01:41,120 --> 00:01:42,440 and trying to accomplish in the world. 44 00:01:42,440 --> 00:01:46,860 And imagine that you had $10 million available in assets 45 00:01:46,860 --> 00:01:48,240 to be able to put towards that vision. 46 00:01:48,240 --> 00:01:50,620 Would you be able to accomplish your vision 47 00:01:50,620 --> 00:01:52,080 with better execution? 48 00:01:52,080 --> 00:01:54,560 Would you be able to move your dream forward 49 00:01:54,560 --> 00:01:56,840 if you had access to that type of capital? 50 00:01:56,840 --> 00:02:00,520 My guess is yes, in most cases. 51 00:02:00,520 --> 00:02:03,280 Now, there is a reality though that's there as well. 52 00:02:03,280 --> 00:02:05,560 And that's if you are not a wise steward, 53 00:02:05,560 --> 00:02:08,060 if you're not responsible with what it is that you do, 54 00:02:08,060 --> 00:02:12,900 then that cash will actually magnify your efforts. 55 00:02:12,900 --> 00:02:14,760 And so if your efforts are bad, 56 00:02:14,760 --> 00:02:17,400 it's going to magnify your bad habits. 57 00:02:17,400 --> 00:02:20,040 If your efforts are good and holistic 58 00:02:20,040 --> 00:02:22,540 and you're well-prepared, it's going to magnify 59 00:02:22,540 --> 00:02:24,560 that holistic nature that you've created. 60 00:02:24,560 --> 00:02:27,200 Entrepreneurship is not an easy sport. 61 00:02:27,200 --> 00:02:30,560 So let's dive in for those who are well-prepared 62 00:02:30,560 --> 00:02:33,740 and those who would benefit from having that type of capital 63 00:02:33,740 --> 00:02:36,320 or access to that type of capital and dive into, 64 00:02:36,320 --> 00:02:39,560 if you had $10 million available, 65 00:02:39,560 --> 00:02:42,880 what could you then be empowered to do with your business? 66 00:02:42,880 --> 00:02:46,740 And you don't need $10 million to accomplish 67 00:02:46,740 --> 00:02:48,480 most of the goals that you want to. 68 00:02:48,480 --> 00:02:51,680 So let's take a look at these sponsors real quick, 69 00:02:51,680 --> 00:02:55,200 ColdClick and SimplyFast. 70 00:02:55,200 --> 00:02:56,800 If you're brand new to business, 71 00:02:56,800 --> 00:02:58,240 I do recommend SimplyFast. 72 00:02:58,240 --> 00:03:00,920 I've never used it, but I'm proud of a company 73 00:03:00,920 --> 00:03:03,440 that offers websites at $179. 74 00:03:03,440 --> 00:03:06,120 If I was in the position where I needed a brand new website, 75 00:03:06,120 --> 00:03:07,920 didn't know what to do, I didn't have a team, 76 00:03:07,920 --> 00:03:09,300 I would highly recommend checking out 77 00:03:09,300 --> 00:03:10,960 what Shane Michael's building over there. 78 00:03:10,960 --> 00:03:12,740 She's got a really good feeling for his heart. 79 00:03:12,740 --> 00:03:14,920 I can't wait for him to come on the show. 80 00:03:14,920 --> 00:03:16,840 That's again, if you've graduated past 81 00:03:16,840 --> 00:03:18,360 or just aren't comfortable with the idea 82 00:03:18,360 --> 00:03:21,840 of building it for free yourself on Wix or on Squarespace. 83 00:03:21,840 --> 00:03:23,800 Now, I'll share one more truth about this. 84 00:03:23,800 --> 00:03:26,020 And that's when I launched JCal Digital, 85 00:03:26,020 --> 00:03:29,000 my brand did not need a website to win. 86 00:03:29,000 --> 00:03:30,820 And that is critical to realize. 87 00:03:30,820 --> 00:03:32,160 Most people think it's an, 88 00:03:32,160 --> 00:03:35,120 like I can't start my business because I don't have a website 89 00:03:35,120 --> 00:03:36,280 or my business isn't going to grow. 90 00:03:36,280 --> 00:03:37,720 No, that's not true. 91 00:03:37,720 --> 00:03:42,180 I was a web developer with offering websites to others. 92 00:03:42,180 --> 00:03:45,220 And I had just left video power marketing 93 00:03:45,220 --> 00:03:48,640 a little bit prematurely from when I had wanted to. 94 00:03:48,640 --> 00:03:51,000 And that's a story for another day. 95 00:03:51,000 --> 00:03:53,360 But I launched a website as fast as I could. 96 00:03:53,360 --> 00:03:55,840 I had a header and everything below the header 97 00:03:55,840 --> 00:03:58,120 said header one, header two, header three, 98 00:03:58,120 --> 00:04:00,240 and lorem ipsum, it had no content on it, 99 00:04:00,240 --> 00:04:02,440 ton of coming soon pages. 100 00:04:02,440 --> 00:04:04,920 And I ended up getting my first four or five websites 101 00:04:04,920 --> 00:04:07,240 with a website in that condition. 102 00:04:07,240 --> 00:04:08,480 How did I do that? 103 00:04:08,480 --> 00:04:11,400 Well, one, I had experience helping other people 104 00:04:11,400 --> 00:04:12,260 with their websites. 105 00:04:12,260 --> 00:04:15,320 I had case studies and testimonials, I had references. 106 00:04:15,320 --> 00:04:19,920 My website was just a container to help show my past. 107 00:04:19,920 --> 00:04:22,440 It was not a reflection of the present value 108 00:04:22,440 --> 00:04:24,000 that I could provide individuals. 109 00:04:24,000 --> 00:04:26,600 So that's something to consider 110 00:04:26,600 --> 00:04:29,480 if you're in the beginning stages of getting started. 111 00:04:29,480 --> 00:04:32,260 Coldclick, Coldclick is a system that we use 112 00:04:32,260 --> 00:04:35,920 in order to, they help us with our LinkedIn automation. 113 00:04:35,920 --> 00:04:39,620 So I write the messaging for what we put out there, 114 00:04:39,620 --> 00:04:42,440 but they make sure that we stay within the boundaries 115 00:04:42,440 --> 00:04:47,280 of what is allowed by the algorithm of LinkedIn. 116 00:04:47,280 --> 00:04:49,920 I really appreciate the fact that they're on top of that. 117 00:04:49,920 --> 00:04:51,960 They've got team members who make sure 118 00:04:51,960 --> 00:04:53,920 that our campaigns are on point. 119 00:04:53,920 --> 00:04:55,660 When it comes to messaging though, 120 00:04:55,660 --> 00:04:58,760 the messaging is usually determined by you, 121 00:04:58,760 --> 00:04:59,920 not the system provider. 122 00:04:59,920 --> 00:05:01,720 The system provider can provide frameworks 123 00:05:01,720 --> 00:05:03,520 and they can provide some insight, 124 00:05:03,520 --> 00:05:05,800 but most people get that wrong. 125 00:05:05,800 --> 00:05:08,760 And most people are too aggressive with their, 126 00:05:08,760 --> 00:05:10,400 they're either too passive or too aggressive. 127 00:05:10,400 --> 00:05:12,180 One of the most common messaging sequences, 128 00:05:12,180 --> 00:05:14,480 you probably received this on LinkedIn, by the way. 129 00:05:14,480 --> 00:05:16,640 Here's a sales enablement tip for you. 130 00:05:16,640 --> 00:05:18,420 Fix your messaging. 131 00:05:19,300 --> 00:05:22,880 People don't care about most of what you're putting out there. 132 00:05:22,880 --> 00:05:25,440 Unless you've got a funnel that's converting 133 00:05:25,440 --> 00:05:26,880 at a very high rate, 134 00:05:26,880 --> 00:05:29,760 then you should be willing to hear that news and say, 135 00:05:29,760 --> 00:05:31,680 well, what can I optimize to make that better? 136 00:05:31,680 --> 00:05:34,440 And I'll give you some very, very helpful tips right now. 137 00:05:34,440 --> 00:05:36,000 So number one, there's this message 138 00:05:36,000 --> 00:05:38,080 that is constantly sent out on LinkedIn. 139 00:05:38,080 --> 00:05:39,640 If you get a lot of connection requests, 140 00:05:39,640 --> 00:05:40,920 you're familiar with this one. 141 00:05:40,920 --> 00:05:43,640 And it says, hey, it looks like we have a whole lot of, 142 00:05:43,640 --> 00:05:47,020 it looks like we have a couple of people in common, right? 143 00:05:47,020 --> 00:05:51,140 That message gets so overused and it's sickening to me 144 00:05:51,140 --> 00:05:53,840 because it's like, you don't actually care 145 00:05:53,840 --> 00:05:55,200 that we have mutual connections. 146 00:05:55,200 --> 00:05:57,920 You're just leveraging that as a tactic to get in my network. 147 00:05:57,920 --> 00:06:01,480 I do not accept the request from people like that, 148 00:06:01,480 --> 00:06:04,280 or I put a pretty hard reverse spin on it, 149 00:06:04,280 --> 00:06:05,400 or I reckon, you know, 150 00:06:05,400 --> 00:06:07,040 if you get in the proper leadership position, 151 00:06:07,040 --> 00:06:11,200 you realize that person is a victim of bad marketing 152 00:06:11,200 --> 00:06:13,600 and all their marketing stuff probably sucks 153 00:06:13,600 --> 00:06:16,120 if they're still dealing with that type of messaging. 154 00:06:16,120 --> 00:06:21,120 Another one is, oh, hey, you look like an awesome expert 155 00:06:21,880 --> 00:06:22,960 in your field. 156 00:06:24,200 --> 00:06:26,440 The same thing, you know, what's your point? 157 00:06:26,440 --> 00:06:28,180 You know, what are you getting at? 158 00:06:28,180 --> 00:06:30,720 That person is a victim of bad marketing 159 00:06:30,720 --> 00:06:33,080 because you're not helping people. 160 00:06:33,080 --> 00:06:35,520 You're not driving a sense of connection. 161 00:06:35,520 --> 00:06:37,640 I would much rather receive, 162 00:06:37,640 --> 00:06:40,060 and this is a LinkedIn hack, if you will, 163 00:06:40,060 --> 00:06:42,160 I'd much rather receive a connection request 164 00:06:42,160 --> 00:06:44,800 with zero message, right? 165 00:06:44,800 --> 00:06:48,180 That tells me that you either reached out to me 166 00:06:48,180 --> 00:06:49,640 on your own accord, 167 00:06:49,640 --> 00:06:52,640 or you've simplified your automation 168 00:06:52,640 --> 00:06:56,680 and you are confident in the value of your own profile. 169 00:06:56,680 --> 00:06:58,220 And that's what you want people to see. 170 00:06:58,220 --> 00:06:59,940 You want people to see your face, 171 00:06:59,940 --> 00:07:02,240 you want people to see your title and what you stand for, 172 00:07:02,240 --> 00:07:04,120 and you want people to do a little bit of digging. 173 00:07:04,120 --> 00:07:05,380 It creates the click. 174 00:07:05,380 --> 00:07:06,440 And that's the ultimate goal, 175 00:07:06,440 --> 00:07:08,620 is to get somebody to truly want to know, 176 00:07:08,620 --> 00:07:10,080 what do you do, who are you, 177 00:07:10,080 --> 00:07:12,760 so that you can turn around and then help the person 178 00:07:12,760 --> 00:07:13,600 that you've reached out to 179 00:07:13,600 --> 00:07:15,560 or that your automation has gone after. 180 00:07:15,560 --> 00:07:20,560 So anyway, those are some sales enablement superpowers 181 00:07:21,440 --> 00:07:24,120 at the marketing phase of the relationship. 182 00:07:24,120 --> 00:07:26,060 And what's the difference though, 183 00:07:26,060 --> 00:07:30,560 between the marketing phase and a sales phase, 184 00:07:30,560 --> 00:07:33,360 when it comes to, and do they overlap? 185 00:07:33,360 --> 00:07:35,120 Are they in the same department or not? 186 00:07:35,120 --> 00:07:37,020 Those are all things worth exploring. 187 00:07:37,020 --> 00:07:39,520 So I recommend that you go ahead 188 00:07:39,520 --> 00:07:41,720 and write some notes about this process. 189 00:07:41,720 --> 00:07:43,600 Feel free to challenge me on it, of course. 190 00:07:43,600 --> 00:07:46,400 Feel free to bring your own two cents to the equation. 191 00:07:46,400 --> 00:07:47,220 Business is different 192 00:07:47,220 --> 00:07:50,160 for every type of business that's out there. 193 00:07:50,160 --> 00:07:52,980 Sales and marketing for restaurant is very different 194 00:07:52,980 --> 00:07:57,360 than sales and marketing for an industrial warehouse. 195 00:07:57,360 --> 00:07:59,080 Sales and marketing for Home Depot 196 00:07:59,080 --> 00:08:00,960 is different than for Apple. 197 00:08:00,960 --> 00:08:02,640 There are certain similarities, 198 00:08:02,640 --> 00:08:05,560 but when it comes to sales and marketing, 199 00:08:05,560 --> 00:08:07,000 do they go hand in hand? 200 00:08:07,000 --> 00:08:08,600 Most of the time, yes. 201 00:08:08,600 --> 00:08:10,720 Most of the time, the sales department 202 00:08:10,720 --> 00:08:14,280 is a department within the marketing department. 203 00:08:14,280 --> 00:08:17,660 And because of that, they're supposed to be harmonic. 204 00:08:17,660 --> 00:08:21,880 With a company that is more focused on operations, 205 00:08:21,880 --> 00:08:24,720 sometimes that sales department is not best fit 206 00:08:24,720 --> 00:08:26,180 within the marketing department. 207 00:08:26,180 --> 00:08:28,080 Sometimes the cell has more to do 208 00:08:28,080 --> 00:08:31,280 with what's going on on the operations side of the business 209 00:08:31,280 --> 00:08:33,440 and the sales department is better managed 210 00:08:33,440 --> 00:08:36,400 under the CEO, chief executive officer, 211 00:08:36,400 --> 00:08:39,120 instead of under the chief marketing officer. 212 00:08:39,120 --> 00:08:42,320 And trust me, I wish it wasn't complicated. 213 00:08:42,320 --> 00:08:46,680 I wish that it could just all be one giant org chart, 214 00:08:46,680 --> 00:08:50,160 one way, one system for every single company out there. 215 00:08:50,160 --> 00:08:52,880 When I was a very young entrepreneur 216 00:08:52,880 --> 00:08:55,000 and I had that idea like, 217 00:08:55,000 --> 00:08:57,160 I'm gonna create the ultimate org chart. 218 00:08:57,160 --> 00:09:00,120 And I started the process of creating this lead magnet 219 00:09:00,120 --> 00:09:03,320 of like the one universal org chart for everybody. 220 00:09:03,320 --> 00:09:05,460 And it was one of the most debilitating, 221 00:09:05,460 --> 00:09:08,440 frustrating experiences because I realized, 222 00:09:08,440 --> 00:09:11,280 oh wow, this will never work for restaurant. 223 00:09:11,280 --> 00:09:13,440 Who doesn't need position X, Y, and Z? 224 00:09:13,440 --> 00:09:14,800 They need these positions 225 00:09:14,800 --> 00:09:16,860 that this other type of company doesn't. 226 00:09:16,860 --> 00:09:20,120 And I began to realize that all companies 227 00:09:20,120 --> 00:09:23,740 have different structural needs for their hierarchy, 228 00:09:23,740 --> 00:09:27,280 which is why also books like Rocket Fuel exist. 229 00:09:27,280 --> 00:09:29,200 Rocket Fuel, I kind of recommend. 230 00:09:29,200 --> 00:09:31,200 I recommend the E-Myth way more, 231 00:09:31,200 --> 00:09:34,280 which is what the Rocket Fuel built their concepts off of. 232 00:09:34,280 --> 00:09:37,800 But one of the things that they've chosen to do as a fad, 233 00:09:37,800 --> 00:09:39,320 and I don't think it's a good move, 234 00:09:39,320 --> 00:09:42,840 but it is something that is common is eliminate positions 235 00:09:42,840 --> 00:09:46,000 and say, we're not gonna have these titles 236 00:09:46,920 --> 00:09:47,840 within the companies. 237 00:09:47,840 --> 00:09:50,560 And I don't agree with that approach. 238 00:09:50,560 --> 00:09:53,140 I think that the titles are important 239 00:09:53,140 --> 00:09:55,800 for the sake of defining clear roles 240 00:09:55,800 --> 00:09:57,160 and they have their own way of doing it, 241 00:09:57,160 --> 00:10:01,640 but I can understand why they're trying to create a new way, 242 00:10:01,640 --> 00:10:04,560 a new paradigm, a new perspective to look at it. 243 00:10:04,560 --> 00:10:08,760 If business were easy, every single person in the world 244 00:10:08,760 --> 00:10:12,040 would run their own business and would be successful at it. 245 00:10:12,040 --> 00:10:16,800 But when we have a country that has a success rate of 4%, 246 00:10:16,800 --> 00:10:19,880 that means we have a failure rate of 96%. 247 00:10:19,880 --> 00:10:24,180 And that's not today, that's over the last 100 years. 248 00:10:24,180 --> 00:10:26,480 It hasn't really shifted that much. 249 00:10:26,480 --> 00:10:28,520 We have to look at that circumstance and say, 250 00:10:28,520 --> 00:10:30,560 okay, what are we missing? 251 00:10:30,560 --> 00:10:31,880 What do we need to learn? 252 00:10:31,880 --> 00:10:33,320 What all do we need to learn 253 00:10:33,320 --> 00:10:36,000 to get out of this type of a performance? 254 00:10:36,000 --> 00:10:41,000 And I will say that enabling sales and driving revenues 255 00:10:41,960 --> 00:10:46,680 is probably key component one, two or three, 256 00:10:46,680 --> 00:10:50,960 but I did not say sales teams are the key component. 257 00:10:50,960 --> 00:10:55,100 I did not say learning to sell your product or service 258 00:10:55,100 --> 00:10:56,120 is the key component. 259 00:10:56,120 --> 00:10:57,600 And the people who already ran out saying, 260 00:10:57,600 --> 00:10:59,680 well, that's exactly what I knew, Jackson. 261 00:10:59,680 --> 00:11:03,200 That's exactly what I'm doing, missed the boat. 262 00:11:03,200 --> 00:11:06,400 They don't understand how the process of sales works 263 00:11:06,400 --> 00:11:07,340 from the get go. 264 00:11:07,340 --> 00:11:09,440 So here's the biggest concept 265 00:11:09,440 --> 00:11:11,640 that is not being taught in the market 266 00:11:11,640 --> 00:11:15,520 that I often am teaching those who work with us. 267 00:11:15,520 --> 00:11:20,520 And that is you have to learn how to clarify your vision 268 00:11:20,520 --> 00:11:26,000 and create a culture in order to attract the right people, 269 00:11:26,000 --> 00:11:27,800 which then creates what is market. 270 00:11:27,800 --> 00:11:29,080 In other words, you have to learn 271 00:11:29,080 --> 00:11:31,760 how to sell your vision itself. 272 00:11:31,760 --> 00:11:34,160 If you don't learn how to sell the vision, 273 00:11:34,160 --> 00:11:37,600 you will have a very, very hard time attracting business 274 00:11:37,600 --> 00:11:40,760 for as long as you don't do just that. 275 00:11:40,760 --> 00:11:43,400 So I'll bring up a little screen share for this. 276 00:11:43,400 --> 00:11:45,880 Let me go ahead and pull that up. 277 00:11:45,880 --> 00:11:49,160 And this visual will help enhance the reality 278 00:11:49,160 --> 00:11:50,600 of what I'm talking about. 279 00:11:50,600 --> 00:11:55,560 So we built this concept so that entrepreneurs 280 00:11:55,560 --> 00:11:59,840 could start to catch the drift and understand that, yes, 281 00:11:59,840 --> 00:12:01,080 everything starts with a vision. 282 00:12:01,080 --> 00:12:04,640 And there's two companies I'm gonna use to prove this point. 283 00:12:04,640 --> 00:12:08,720 Both companies are either loved or hated 284 00:12:08,720 --> 00:12:11,040 by their respective audiences. 285 00:12:11,040 --> 00:12:13,440 The first one is Disney, right? 286 00:12:13,440 --> 00:12:15,440 Anybody who hates the name Disney 287 00:12:15,440 --> 00:12:19,520 does not care about the next Disney movie coming out. 288 00:12:19,520 --> 00:12:22,040 If that is something that irks you 289 00:12:22,040 --> 00:12:25,560 and you don't like the brand, 290 00:12:25,560 --> 00:12:28,800 you're not going to go see that movie that comes out. 291 00:12:28,800 --> 00:12:30,720 You're not gonna feel it's relevant to your life. 292 00:12:30,720 --> 00:12:33,320 No matter how much somebody tries to sell you 293 00:12:33,320 --> 00:12:34,840 on going to see that movie, 294 00:12:34,840 --> 00:12:36,840 if you're truly against the entity, 295 00:12:36,840 --> 00:12:40,840 it's not going to go over well. 296 00:12:40,840 --> 00:12:44,880 On the flip side, if you are a Disney fanatic, 297 00:12:44,880 --> 00:12:46,440 or you are a believer in Disney 298 00:12:46,440 --> 00:12:47,800 and the vision and the culture, 299 00:12:47,800 --> 00:12:49,640 or you are ultimately accepting 300 00:12:49,640 --> 00:12:52,000 of the way that company is structured, 301 00:12:52,000 --> 00:12:53,800 then you're gonna see that movie. 302 00:12:53,800 --> 00:12:56,320 And you don't have to be sold on the movie itself. 303 00:12:56,320 --> 00:12:58,120 The service or the product is the movie. 304 00:12:58,120 --> 00:12:59,920 You don't have to be convinced, 305 00:12:59,920 --> 00:13:01,200 you're just gonna do it. 306 00:13:01,200 --> 00:13:06,200 Because you believe that you belong to the virtues 307 00:13:07,680 --> 00:13:11,880 or the characteristics that draw you towards that brand. 308 00:13:11,880 --> 00:13:14,080 They're not selling the product or the service 309 00:13:14,080 --> 00:13:15,280 they're selling the vision. 310 00:13:15,280 --> 00:13:17,440 They've created a culture that's attracted 311 00:13:17,440 --> 00:13:18,920 a certain type of leadership 312 00:13:18,920 --> 00:13:22,320 that you tend to focus on the positives of that leadership 313 00:13:22,320 --> 00:13:24,560 and of that culture and of that vision. 314 00:13:24,560 --> 00:13:26,040 Whereas the other side of the market 315 00:13:26,040 --> 00:13:27,760 that doesn't want anything to do with that 316 00:13:27,760 --> 00:13:29,560 and that feels that they're evil, 317 00:13:29,560 --> 00:13:32,600 that's okay, that's their thoughts, that's their feelings. 318 00:13:32,600 --> 00:13:36,600 The point is the product or service does not matter. 319 00:13:36,600 --> 00:13:39,840 And that is a weird concept, but true. 320 00:13:39,840 --> 00:13:42,400 The product and service only matters 321 00:13:42,400 --> 00:13:44,520 once people know that the leadership 322 00:13:44,520 --> 00:13:48,520 providing the product or service cares about them. 323 00:13:48,520 --> 00:13:50,760 People don't care how much you know 324 00:13:50,760 --> 00:13:52,200 until they know how much you care. 325 00:13:52,200 --> 00:13:54,600 And that applies to principle number one 326 00:13:54,600 --> 00:13:57,040 of revenue growth for a business. 327 00:13:57,040 --> 00:13:59,760 Let's look at another example of that, a more recent one. 328 00:13:59,760 --> 00:14:03,320 One that years ago, everybody said, 329 00:14:03,320 --> 00:14:04,840 this stock's never gonna make it. 330 00:14:04,840 --> 00:14:06,800 They have no chance of existing in the market. 331 00:14:06,800 --> 00:14:10,600 Nobody's penetrated this market in 50 years. 332 00:14:10,600 --> 00:14:12,800 And so many people were bearish. 333 00:14:12,800 --> 00:14:14,000 That means they did not like, 334 00:14:14,000 --> 00:14:16,600 they did not think that the company had any chance 335 00:14:16,600 --> 00:14:18,080 or hope of succeeding. 336 00:14:18,080 --> 00:14:20,640 There were major names who said, 337 00:14:20,640 --> 00:14:22,480 this brand would never make it. 338 00:14:22,480 --> 00:14:25,200 And this entrepreneur got up on stage 339 00:14:25,200 --> 00:14:29,720 after having created enough drama around the company, 340 00:14:29,720 --> 00:14:33,600 enough of a PR and media play because of his vision 341 00:14:33,600 --> 00:14:34,800 and his culture and leadership. 342 00:14:34,800 --> 00:14:38,880 And he sold a car on stage, meaning, 343 00:14:38,880 --> 00:14:41,960 nobody got to get in the car and drive it. 344 00:14:41,960 --> 00:14:43,840 Nobody got to even see under the hood of it. 345 00:14:43,840 --> 00:14:46,920 And he said, hey, you're going to get this car 346 00:14:46,920 --> 00:14:48,280 in two to three years from now. 347 00:14:48,280 --> 00:14:50,480 Can you imagine buying a car and being told 348 00:14:50,480 --> 00:14:52,000 you might get it in two to three years 349 00:14:52,000 --> 00:14:52,840 if you invest in this? 350 00:14:52,840 --> 00:14:57,120 And 180,000 extremely intelligent people 351 00:14:57,120 --> 00:15:02,120 ended up buying the Tesla Model 3 right there on the spot. 352 00:15:03,240 --> 00:15:06,360 180,000 signed up and it blew my mind. 353 00:15:06,360 --> 00:15:09,160 As I watched that event and realized, whoa, 354 00:15:09,160 --> 00:15:12,600 these are people who have great credit scores, 355 00:15:12,600 --> 00:15:17,040 who are very smart, highly, highly intellectual, 356 00:15:17,040 --> 00:15:20,800 and they're investing in droves in a car 357 00:15:20,800 --> 00:15:23,600 that they don't even know when they're going to get it. 358 00:15:23,600 --> 00:15:26,640 That is vision. 359 00:15:26,640 --> 00:15:29,240 That is insane power. 360 00:15:29,240 --> 00:15:34,240 So the reality is, if you, as a visionary, 361 00:15:34,240 --> 00:15:36,560 and then let's talk about one further reality there. 362 00:15:36,560 --> 00:15:39,320 There's this, I don't remember the name of it, 363 00:15:39,320 --> 00:15:41,080 but there's this Netflix show that came out. 364 00:15:41,080 --> 00:15:43,280 I think it was, I don't want to slander anybody. 365 00:15:43,280 --> 00:15:45,520 There was a rap artist who was involved in it. 366 00:15:45,520 --> 00:15:46,840 One of you drop it in the comments, you know, 367 00:15:46,840 --> 00:15:47,680 I'm talking about. 368 00:15:47,680 --> 00:15:49,280 He also sold a vision. 369 00:15:49,280 --> 00:15:51,440 And the whole thing ended up being a heist. 370 00:15:51,440 --> 00:15:52,560 I shouldn't say heist. 371 00:15:52,560 --> 00:15:54,360 The whole thing ended up being fraudulent. 372 00:15:54,360 --> 00:15:55,200 It didn't end up happening. 373 00:15:55,200 --> 00:15:56,440 Nothing was there. 374 00:15:56,440 --> 00:15:58,280 There was no event that occurred. 375 00:15:58,280 --> 00:16:00,320 So there's a reality. 376 00:16:00,320 --> 00:16:04,320 If Elon Musk had not had the fulfillment built out 377 00:16:04,320 --> 00:16:06,280 and the operations and the systems, 378 00:16:06,280 --> 00:16:08,480 one, nobody would have ever gotten him to that phase. 379 00:16:08,480 --> 00:16:11,360 I don't think of how much influence he had created, 380 00:16:11,360 --> 00:16:14,320 but two, he'd be in prison right now 381 00:16:14,320 --> 00:16:17,400 for having sold a false vision. 382 00:16:17,400 --> 00:16:18,240 He's not. 383 00:16:18,240 --> 00:16:21,240 He's one of the richest people in the world at this point, 384 00:16:21,240 --> 00:16:24,400 because he clarified his vision. 385 00:16:24,400 --> 00:16:27,840 He created a culture that people wanted to belong to. 386 00:16:27,840 --> 00:16:31,080 Those two things attracted amazing leadership 387 00:16:31,080 --> 00:16:33,320 to come along and say, I want to be part of this. 388 00:16:33,320 --> 00:16:34,720 I want to work with you. 389 00:16:34,720 --> 00:16:37,120 I want to help build this out. 390 00:16:37,120 --> 00:16:39,520 And because of that reality, 391 00:16:39,520 --> 00:16:42,480 they then had something they could go to market with, 392 00:16:42,480 --> 00:16:45,120 that they could market, that they could sell to people. 393 00:16:45,120 --> 00:16:47,200 And again, that was the vision, culture, 394 00:16:47,200 --> 00:16:48,920 and the leadership components of, 395 00:16:48,920 --> 00:16:50,400 hey, here's what we're going to build 396 00:16:50,400 --> 00:16:51,800 and how we're going to build it. 397 00:16:51,800 --> 00:16:54,240 But nobody would have cared if he hadn't put 398 00:16:54,240 --> 00:16:56,040 the right leaders into place. 399 00:16:56,040 --> 00:16:58,440 And hadn't attracted them to begin with. 400 00:16:58,440 --> 00:17:00,720 My question for you and your brands, 401 00:17:00,720 --> 00:17:05,720 are you hiring the bottom of the barrel? 402 00:17:05,720 --> 00:17:09,560 Are you hiring people to just take care of the task 403 00:17:09,560 --> 00:17:13,120 instead of caring about attracting the types of people 404 00:17:13,120 --> 00:17:15,120 who are committed to the dream? 405 00:17:15,120 --> 00:17:17,120 Do you skip the dream phase and just say, 406 00:17:17,120 --> 00:17:18,480 here's how you answer the phone. 407 00:17:18,480 --> 00:17:19,760 Here's how you do this. 408 00:17:19,760 --> 00:17:21,440 Here's how much you're going to make, by the way. 409 00:17:21,440 --> 00:17:23,480 And you're going to get some vacation days 410 00:17:23,480 --> 00:17:24,320 and it'll be kind of cool, 411 00:17:24,320 --> 00:17:26,160 but make sure that you don't miss work 412 00:17:26,160 --> 00:17:27,400 and make sure you don't do this and that. 413 00:17:27,400 --> 00:17:29,160 We really don't like it when people do this and that. 414 00:17:29,160 --> 00:17:31,600 Do you set a bunch of rules and tasks? 415 00:17:31,600 --> 00:17:33,560 Is that your way of inspiring people 416 00:17:33,560 --> 00:17:35,720 to want to work with you and build your vision? 417 00:17:35,720 --> 00:17:38,320 Or do you help people understand 418 00:17:38,320 --> 00:17:39,600 the vision that they're building 419 00:17:39,600 --> 00:17:42,760 and how important they are to making that vision come to life? 420 00:17:42,760 --> 00:17:45,320 And do you have procedures and operations 421 00:17:45,320 --> 00:17:47,320 that help them fulfill their roles? 422 00:17:47,320 --> 00:17:50,320 Or do they kind of, do you bring them in 423 00:17:50,320 --> 00:17:52,320 and hope that they build it for you? 424 00:17:52,320 --> 00:17:57,320 Well, if you do, they're going to build their vision, 425 00:17:57,320 --> 00:17:58,920 not yours. 426 00:17:58,920 --> 00:18:00,560 You didn't share the vision with them. 427 00:18:00,560 --> 00:18:01,800 They have to now invent it. 428 00:18:01,800 --> 00:18:05,160 And that's going to work to a certain extent, 429 00:18:05,160 --> 00:18:07,280 but there are going to be some massive damaging pivots 430 00:18:07,280 --> 00:18:11,480 that come along the way because you as a leader 431 00:18:11,480 --> 00:18:14,680 did not provide a clear, responsible vision 432 00:18:14,680 --> 00:18:18,520 to the people who are helping you execute said vision. 433 00:18:18,520 --> 00:18:20,880 So again, I'd love to know what you think. 434 00:18:20,880 --> 00:18:23,320 How that can help you with your growth. 435 00:18:23,320 --> 00:18:26,360 We'll dive into some more practical ideas 436 00:18:26,360 --> 00:18:28,920 related to revenue and sales enablement. 437 00:18:28,920 --> 00:18:30,600 These are hard truths, so I know that. 438 00:18:30,600 --> 00:18:33,920 This is kind of like eating broccoli and cauliflower 439 00:18:33,920 --> 00:18:35,720 without ranch dressing. 440 00:18:35,720 --> 00:18:38,520 It's not easy stuff to do. 441 00:18:38,520 --> 00:18:43,120 We're going to go to some more of those images real quick. 442 00:18:43,120 --> 00:18:44,960 So let me pull back up the slide. 443 00:18:44,960 --> 00:18:46,360 You got to see this slide. 444 00:18:46,360 --> 00:18:49,300 It's a little bit of a 445 00:18:49,300 --> 00:18:52,320 slide, you got to see the slide of, again, 446 00:18:52,320 --> 00:18:54,800 your foundation should be your vision. 447 00:18:54,800 --> 00:18:57,080 You should then move into making sure 448 00:18:57,080 --> 00:18:58,640 that you've established a culture leaders 449 00:18:58,640 --> 00:19:02,440 want to be a part of and establishing your marketing, 450 00:19:02,440 --> 00:19:04,480 not based on the product or service, 451 00:19:04,480 --> 00:19:07,400 but based on belonging to the entity. 452 00:19:07,400 --> 00:19:09,600 That means branding has a critical role here. 453 00:19:09,600 --> 00:19:11,960 Yes, conversions are fun and they're exciting 454 00:19:11,960 --> 00:19:13,400 and you want to drive them. 455 00:19:13,400 --> 00:19:15,300 And you want to make sure that people are converting 456 00:19:15,300 --> 00:19:17,040 for the right reasons. 457 00:19:17,040 --> 00:19:19,080 If they convert for the wrong reasons, 458 00:19:19,080 --> 00:19:20,280 it will not last. 459 00:19:20,280 --> 00:19:22,080 They will not feel a sense of loyalty. 460 00:19:22,080 --> 00:19:23,760 They won't have a lot of purpose 461 00:19:23,760 --> 00:19:25,760 with continuing to work with you. 462 00:19:25,760 --> 00:19:29,200 So you'll notice the red carpet here is labeled media. 463 00:19:29,200 --> 00:19:32,160 That means that you do want to be attracting media attention 464 00:19:32,160 --> 00:19:33,640 from the beginning of the get-go 465 00:19:33,640 --> 00:19:35,920 and every single one of these phases as you build. 466 00:19:35,920 --> 00:19:40,520 And advertising, this is referring to scaled advertising 467 00:19:40,520 --> 00:19:42,080 on the top of the building, right? 468 00:19:42,080 --> 00:19:44,640 This brand right here, well, this is my brand 469 00:19:44,640 --> 00:19:47,600 because this is my company, but your company would be 470 00:19:47,600 --> 00:19:49,520 replacing this logo right here. 471 00:19:49,520 --> 00:19:50,920 Instead of saying first-class business, 472 00:19:50,920 --> 00:19:53,080 it would say what your brand name is. 473 00:19:53,080 --> 00:19:55,960 And again, these are the stair steps, 474 00:19:55,960 --> 00:19:59,380 the foundational elements that will help you build 475 00:19:59,380 --> 00:20:01,080 a very solid brand. 476 00:20:01,080 --> 00:20:02,560 If you don't have these elements, 477 00:20:02,560 --> 00:20:05,320 if I look at my company and my company's flaws, 478 00:20:05,320 --> 00:20:10,040 I know that it is one of these stair step foundational pieces 479 00:20:10,040 --> 00:20:13,780 that is flawed if we're struggling as a company 480 00:20:13,780 --> 00:20:16,440 or wherever we are struggling as a company, 481 00:20:16,440 --> 00:20:19,000 it is relevant and related to one of these 482 00:20:19,000 --> 00:20:22,200 key dynamic portions of my company. 483 00:20:22,200 --> 00:20:25,480 The other truth that goes along with that though 484 00:20:25,480 --> 00:20:28,000 is when it comes to vision and culture, right? 485 00:20:28,000 --> 00:20:31,680 Those two components are based off of, 486 00:20:32,800 --> 00:20:34,440 what do you base them off of, right? 487 00:20:34,440 --> 00:20:35,680 If you don't know the answer to that, 488 00:20:35,680 --> 00:20:37,560 what do you base your vision, your culture off of? 489 00:20:37,560 --> 00:20:41,040 And this next slide is going to help you tremendously. 490 00:20:41,040 --> 00:20:44,800 In my opinion, vision and culture is best developed 491 00:20:44,800 --> 00:20:49,800 on proven virtues, virtues that you can then utilize 492 00:20:51,120 --> 00:20:54,440 to assess are the people I'm bringing into my brand, 493 00:20:54,440 --> 00:20:56,760 both in terms of, oh, actually I shouldn't say both, 494 00:20:56,760 --> 00:21:00,120 all three, in terms of investors in my brand, 495 00:21:00,120 --> 00:21:03,160 in terms of clients of my brand, 496 00:21:03,160 --> 00:21:05,240 and in terms of team members, right? 497 00:21:05,240 --> 00:21:08,800 Do those individuals align with the virtues 498 00:21:08,800 --> 00:21:10,280 with which we build? 499 00:21:10,280 --> 00:21:13,960 If they do not, you are setting yourself up 500 00:21:13,960 --> 00:21:17,320 for likely in an implosion of some type. 501 00:21:17,320 --> 00:21:21,040 So these are our pillars of virtue, of virtues, 502 00:21:21,040 --> 00:21:23,360 and they expand beyond this, 503 00:21:23,360 --> 00:21:26,000 but these are the core virtues that we focus on. 504 00:21:26,000 --> 00:21:28,840 And I could see us in the very near future, 505 00:21:28,840 --> 00:21:32,040 one for the sake of designing an alignment 506 00:21:32,040 --> 00:21:35,840 between this dynamic of the mechanics 507 00:21:35,840 --> 00:21:39,640 or the departments of growth and the pillars. 508 00:21:39,640 --> 00:21:42,080 I designed this originally with the eight pillars 509 00:21:42,080 --> 00:21:45,000 because I'm very impressed with the Pantheon. 510 00:21:45,000 --> 00:21:46,440 Well, I'd come up with the eight pillars, 511 00:21:46,440 --> 00:21:49,080 one, two, three, four, five, six, seven, eight here. 512 00:21:49,080 --> 00:21:52,120 And so I found a building that had eight pillars. 513 00:21:52,120 --> 00:21:55,000 And the Pantheon happens to be the largest 514 00:21:55,000 --> 00:21:58,360 reinforced concrete dome in the world 515 00:21:58,360 --> 00:22:00,280 2,000 years after it was built. 516 00:22:00,280 --> 00:22:01,880 I mean, that thing is sustainable. 517 00:22:01,880 --> 00:22:03,760 And so when I found that, I was like, oh, cool. 518 00:22:03,760 --> 00:22:05,920 Like the nerd in me geeked out like crazy. 519 00:22:05,920 --> 00:22:07,880 And I realized that, okay, well, cool. 520 00:22:07,880 --> 00:22:10,880 I'm gonna use that as the model to talk about 521 00:22:10,880 --> 00:22:13,480 to help people understand the value of longevity 522 00:22:13,480 --> 00:22:16,480 and the value of the system as well as the virtues. 523 00:22:16,480 --> 00:22:21,480 So for now, our virtues are built on a different foundation. 524 00:22:21,480 --> 00:22:24,200 In terms of virtues for the company and the culture, 525 00:22:24,200 --> 00:22:26,440 it is built on the foundation of love. 526 00:22:26,440 --> 00:22:28,560 We believe that everything that we do 527 00:22:28,560 --> 00:22:30,880 should be about love and caring others. 528 00:22:30,880 --> 00:22:32,960 And anytime I fall out of alignment with that 529 00:22:32,960 --> 00:22:36,040 or my leadership team or somebody who's working with me 530 00:22:36,040 --> 00:22:39,160 or one of my clients falls out of alignment with that, 531 00:22:39,160 --> 00:22:40,200 we need to change. 532 00:22:40,200 --> 00:22:42,240 We need to eat the humble pie 533 00:22:42,240 --> 00:22:44,400 and come back to the reality that we should be building 534 00:22:44,400 --> 00:22:46,360 what we're building for the sake of others. 535 00:22:46,360 --> 00:22:50,240 If we were to just do that and do that well, 536 00:22:50,240 --> 00:22:54,720 sustainability would be far more common far more often. 537 00:22:54,720 --> 00:22:58,200 Now there's other pillars that help showcase 538 00:22:58,200 --> 00:23:00,640 one that we actually have love 539 00:23:00,640 --> 00:23:04,560 and two that we're also a trusted entity 540 00:23:04,560 --> 00:23:09,000 that is going to build responsibly for others. 541 00:23:09,000 --> 00:23:12,320 And that is the virtues of patience, 542 00:23:12,320 --> 00:23:15,160 persistence, consistency and reliability. 543 00:23:15,160 --> 00:23:16,080 These are huge. 544 00:23:16,080 --> 00:23:17,320 I cannot stress enough. 545 00:23:17,320 --> 00:23:22,200 If you want to build a successful entity that is scalable, 546 00:23:22,200 --> 00:23:25,200 if your team members have the patience 547 00:23:25,200 --> 00:23:30,200 to handle difficult situations and the persistence 548 00:23:30,240 --> 00:23:31,840 when it's not easy to be patient, right? 549 00:23:31,840 --> 00:23:34,840 To proceed forward and make sure 550 00:23:34,840 --> 00:23:38,480 that they're determined enough to get things done 551 00:23:38,480 --> 00:23:42,200 and they have the consistency to be able to show up 552 00:23:42,200 --> 00:23:44,640 and do it on a regular basis. 553 00:23:44,640 --> 00:23:47,000 And they're also reliable. 554 00:23:47,000 --> 00:23:50,080 There's somebody that I can trust to do that with 555 00:23:50,080 --> 00:23:53,760 or without direct supervision and management. 556 00:23:53,760 --> 00:23:58,520 I have enlisted people in my growth and my company 557 00:23:58,520 --> 00:24:01,760 who I can trust to help me build 558 00:24:01,760 --> 00:24:04,760 and to build in strong fashion. 559 00:24:04,760 --> 00:24:07,920 And these are all, this is a system 560 00:24:07,920 --> 00:24:11,880 that is possible to continue to learn and grow in. 561 00:24:11,880 --> 00:24:13,480 That's also important, right? 562 00:24:13,480 --> 00:24:17,400 People who are dedicated to virtues 563 00:24:17,400 --> 00:24:19,480 and developing virtues in their life, 564 00:24:19,480 --> 00:24:22,760 the good news is they're constantly getting stronger. 565 00:24:22,760 --> 00:24:25,920 They're constantly striving to exercise those virtues, 566 00:24:25,920 --> 00:24:29,640 which in essence creates more value for them 567 00:24:29,640 --> 00:24:32,280 and for those who are in life with them. 568 00:24:32,280 --> 00:24:36,240 So those are also pillars that are super important 569 00:24:36,240 --> 00:24:40,640 in terms of driving revenue and driving sales responsibly. 570 00:24:41,960 --> 00:24:46,960 All right, so those, in terms of how these might apply 571 00:24:49,560 --> 00:24:52,760 to your business or how you can apply these 572 00:24:52,760 --> 00:24:56,640 to what you're doing, you know what, I'll model that. 573 00:24:56,640 --> 00:25:00,040 I'll showcase some of the things that we do 574 00:25:00,040 --> 00:25:02,720 to attract people to our brand. 575 00:25:02,720 --> 00:25:07,680 And this comes in the form of the online version. 576 00:25:07,680 --> 00:25:10,040 Let me go to share the entire screen 577 00:25:10,040 --> 00:25:13,280 and we're gonna move over to our brand. 578 00:25:14,240 --> 00:25:17,280 When some of the bigger players out there 579 00:25:17,280 --> 00:25:19,720 are evaluating who they might wanna work with, 580 00:25:19,720 --> 00:25:21,640 what types of entities they wanna hire, 581 00:25:21,640 --> 00:25:23,600 when we're looking at what types of entities 582 00:25:23,600 --> 00:25:24,880 we wanna trust, for instance, 583 00:25:24,880 --> 00:25:27,080 like a restaurant we might wanna go to, 584 00:25:27,080 --> 00:25:29,680 yeah, sometimes we'll take the chance on the hole 585 00:25:29,680 --> 00:25:32,560 on the wall that we just happen to walk across, 586 00:25:32,560 --> 00:25:35,440 but most of the time we tend to gravitate 587 00:25:35,440 --> 00:25:37,800 towards restaurants that are more established. 588 00:25:37,800 --> 00:25:40,520 And there's some subtle clues that help people know 589 00:25:40,520 --> 00:25:42,760 what brands are established and which ones aren't. 590 00:25:42,760 --> 00:25:45,400 So if you're looking for a brand 591 00:25:45,400 --> 00:25:47,600 that is a bit more established, 592 00:25:47,600 --> 00:25:52,600 then if the brand is missing, join our team button, right? 593 00:25:52,680 --> 00:25:56,600 If they have not put a priority on attracting team members, 594 00:25:56,600 --> 00:25:59,280 that is a big glaring red flag 595 00:25:59,280 --> 00:26:02,400 that the entity does not have a vision for growth. 596 00:26:02,400 --> 00:26:05,400 And again, I think most people subconsciously recognize that 597 00:26:05,400 --> 00:26:10,160 and say, well, I don't really feel right about said company. 598 00:26:10,160 --> 00:26:12,540 So as a company, it's important to have this, 599 00:26:12,540 --> 00:26:15,640 but this is also important because it drives talent 600 00:26:15,640 --> 00:26:18,280 to consider, man, maybe I wanna join these guys 601 00:26:18,280 --> 00:26:20,580 on helping them build their brand, right? 602 00:26:20,580 --> 00:26:23,280 So let's go over and take a look at what we have here. 603 00:26:24,240 --> 00:26:26,660 The deeper you dive into this process, 604 00:26:26,660 --> 00:26:30,520 the more you see the scale of the brand itself. 605 00:26:30,520 --> 00:26:31,840 This isn't about manipulation. 606 00:26:31,840 --> 00:26:34,240 This is about driving clarity around the vision. 607 00:26:34,240 --> 00:26:37,080 And I'm gonna transparently show you some of our clarity. 608 00:26:37,080 --> 00:26:40,000 So one, I gotta adjust this. 609 00:26:40,000 --> 00:26:42,000 This is how we started the brand. 610 00:26:42,000 --> 00:26:45,200 That was one of the greatest mistakes that I ever made. 611 00:26:45,200 --> 00:26:46,720 It's very costly. 612 00:26:46,720 --> 00:26:50,880 And I should say greatest innocent mistakes I've ever made. 613 00:26:50,880 --> 00:26:53,160 I should have named the brand from the beginning first, 614 00:26:53,160 --> 00:26:54,440 all spelled out. 615 00:26:54,440 --> 00:26:56,940 We decided to do this and it was hilarious 616 00:26:56,940 --> 00:27:00,640 because we're trying to write our own email addresses 617 00:27:00,640 --> 00:27:01,760 within the first couple of weeks. 618 00:27:01,760 --> 00:27:04,120 We made so many mistakes accidentally spelling it 619 00:27:04,120 --> 00:27:06,020 all the way out and it was like, oh my gosh, 620 00:27:06,020 --> 00:27:07,700 this is gonna be a nightmare for people. 621 00:27:07,700 --> 00:27:11,400 And so we had to make a big shift from the get-go. 622 00:27:11,400 --> 00:27:13,080 We had already gotten printed materials. 623 00:27:13,080 --> 00:27:14,640 We had already created all of our websites. 624 00:27:14,640 --> 00:27:19,200 We had to redo everything because of three characters. 625 00:27:19,200 --> 00:27:20,040 That was it. 626 00:27:20,040 --> 00:27:22,080 So moving down beyond that, 627 00:27:22,080 --> 00:27:25,160 you'll notice that you can see the depth 628 00:27:25,160 --> 00:27:29,080 of our brand growth right here on this page 629 00:27:29,080 --> 00:27:32,040 based on the priorities and based on what's finished 630 00:27:32,040 --> 00:27:36,620 and not finished and available in terms of our HR process. 631 00:27:36,620 --> 00:27:40,480 So you can see that we do allow project managers 632 00:27:40,480 --> 00:27:42,080 to apply for the position. 633 00:27:42,080 --> 00:27:44,960 We do allow alignment specialists, salespeople 634 00:27:44,960 --> 00:27:46,380 to apply to work with us. 635 00:27:46,380 --> 00:27:50,140 We also are seeking graphic designers to work with us 636 00:27:50,140 --> 00:27:52,160 and move our brand forward. 637 00:27:52,160 --> 00:27:55,200 Web interns, it says coming soon. 638 00:27:55,200 --> 00:27:56,600 We don't have that built out. 639 00:27:56,600 --> 00:28:00,400 We don't have the infrastructure to bring on web interns 640 00:28:00,400 --> 00:28:03,680 at scale and to manage and grow them yet. 641 00:28:03,680 --> 00:28:06,240 When we do, we will activate that button. 642 00:28:06,240 --> 00:28:07,400 An integrator, right? 643 00:28:07,400 --> 00:28:09,480 We've got this position title. 644 00:28:09,480 --> 00:28:12,000 We don't even have that title defined on this. 645 00:28:12,000 --> 00:28:14,940 And I can say internally, we don't quite have that design. 646 00:28:14,940 --> 00:28:18,640 That also was brought up by Rocket Fuel. 647 00:28:18,640 --> 00:28:21,240 And again, a decent book, not again, 648 00:28:21,240 --> 00:28:24,440 not as good as the E-Myth or Five Dysfunctions of a Team. 649 00:28:24,440 --> 00:28:25,880 There's certain elements about that book 650 00:28:25,880 --> 00:28:27,360 that rubbed me wrong as well, which 651 00:28:27,360 --> 00:28:31,280 is why I tend to kind of poo poo on the brand a little bit. 652 00:28:31,280 --> 00:28:35,000 I feel like they're unfairly manipulative of CEOs who 653 00:28:35,000 --> 00:28:36,120 are coming to work with them. 654 00:28:36,120 --> 00:28:38,460 And there's some half truths to some of their statements. 655 00:28:38,460 --> 00:28:41,000 And if I pointed out to them, they'd recognize that. 656 00:28:41,000 --> 00:28:43,480 But the bulk of what they're teaching 657 00:28:43,480 --> 00:28:46,600 is better than what 99% of people 658 00:28:46,600 --> 00:28:48,400 are teaching about brand growth, which is 659 00:28:48,400 --> 00:28:51,400 why we'll reference the asset. 660 00:28:51,400 --> 00:28:55,840 So social media manager, this is for our own internal 661 00:28:55,840 --> 00:28:57,120 social media management. 662 00:28:57,120 --> 00:28:59,440 We do have social media managing happening. 663 00:28:59,440 --> 00:29:02,160 We do have teams that help us on our social media management 664 00:29:02,160 --> 00:29:04,080 as well and that fulfill for our clients. 665 00:29:04,080 --> 00:29:07,000 But in terms of the vision for what we want, man, 666 00:29:07,000 --> 00:29:09,640 I want somebody to be joining our team eventually 667 00:29:09,640 --> 00:29:11,620 who's got the ability to spearhead this 668 00:29:11,620 --> 00:29:14,080 in a way that creates new strategic direction 669 00:29:14,080 --> 00:29:18,000 beyond what I've established and my existing social media 670 00:29:18,000 --> 00:29:20,400 team has established. 671 00:29:20,400 --> 00:29:23,240 An administrative assistant as well. 672 00:29:23,240 --> 00:29:27,040 I've got a series of documents to help me re-evaluate 673 00:29:27,040 --> 00:29:28,360 how we go through that. 674 00:29:28,360 --> 00:29:31,120 But one thing that happens is as a brand, 675 00:29:31,120 --> 00:29:33,680 if you don't have these elements defined, 676 00:29:33,680 --> 00:29:36,560 you need to be super cautious about your hiring process 677 00:29:36,560 --> 00:29:40,000 because it will most likely backfire. 678 00:29:40,000 --> 00:29:43,880 One, you're going to spend way too much time interviewing 679 00:29:43,880 --> 00:29:46,760 in this process and trying to assess are they right. 680 00:29:46,760 --> 00:29:49,880 Or you're going to cut corners and you're 681 00:29:49,880 --> 00:29:51,280 going to go to get rich quick route 682 00:29:51,280 --> 00:29:55,200 and you're going to try to justify the process 683 00:29:55,200 --> 00:29:57,320 because you're not well prepared. 684 00:29:57,320 --> 00:30:00,120 But the ones where we are well prepared to hire, 685 00:30:00,120 --> 00:30:02,800 we actually hire really great people. 686 00:30:02,800 --> 00:30:03,640 Go figure. 687 00:30:03,640 --> 00:30:05,240 And that's a huge element. 688 00:30:05,240 --> 00:30:06,640 And the cool thing is, let's just 689 00:30:06,640 --> 00:30:09,600 go into this alignment specialist application. 690 00:30:09,600 --> 00:30:12,520 If you want your team, you want your revenues to grow, 691 00:30:12,520 --> 00:30:15,560 you want your sales to grow, you need 692 00:30:15,560 --> 00:30:19,400 to get these elements ironed out and scalable 693 00:30:19,400 --> 00:30:22,520 so that you can move forward your brand as a whole. 694 00:30:22,520 --> 00:30:24,840 And again, I know I'm skipping around. 695 00:30:24,840 --> 00:30:27,080 I'm not giving you, there's no linear growth 696 00:30:27,080 --> 00:30:28,760 strategy for business. 697 00:30:28,760 --> 00:30:29,520 There's just not. 698 00:30:29,520 --> 00:30:33,200 It's like a roadmap to Starbucks in another city. 699 00:30:33,200 --> 00:30:35,680 And you've got hundreds of thousands of roads 700 00:30:35,680 --> 00:30:37,760 you can choose to explore or not. 701 00:30:37,760 --> 00:30:39,480 Some of them will enhance your trip. 702 00:30:39,480 --> 00:30:41,600 Some of them will distract your trip. 703 00:30:41,600 --> 00:30:44,400 You need to know as an entrepreneur, as a visionary, 704 00:30:44,400 --> 00:30:46,920 what elements are most important for you in order 705 00:30:46,920 --> 00:30:48,960 to enjoy the journey and make sure that you 706 00:30:48,960 --> 00:30:50,200 arrive at your destination. 707 00:30:50,200 --> 00:30:54,640 And I'm just deciding to today go into a lot of the elements 708 00:30:54,640 --> 00:30:57,480 that are commonly overlooked by entrepreneurs 709 00:30:57,480 --> 00:31:00,880 in their haste of trying to scale. 710 00:31:00,880 --> 00:31:03,720 So let's dive in a little bit further again 711 00:31:03,720 --> 00:31:04,520 if you have questions. 712 00:31:04,520 --> 00:31:06,060 Feel free to drop them in the comments. 713 00:31:06,060 --> 00:31:09,040 But we're now looking at the alignment specialist, which 714 00:31:09,040 --> 00:31:11,160 is clearly labeled an independent contractor. 715 00:31:11,160 --> 00:31:11,680 Why? 716 00:31:11,680 --> 00:31:15,160 Because if you mess that up, if you forget to mention this, 717 00:31:15,160 --> 00:31:21,560 you will have a labor issue on your hand. 718 00:31:21,560 --> 00:31:26,600 And you will likely have a lawsuit down the road. 719 00:31:26,600 --> 00:31:28,480 Now, I'm not going to give you any legal advice. 720 00:31:28,480 --> 00:31:32,680 I'm not certified and things of that nature. 721 00:31:32,680 --> 00:31:34,440 But it is important to understand 722 00:31:34,440 --> 00:31:37,360 that having the job description defined up front 723 00:31:37,360 --> 00:31:40,560 does protect your brand in very important ways. 724 00:31:40,560 --> 00:31:44,520 But more importantly, people who are looking for a job, 725 00:31:44,520 --> 00:31:46,120 while you could just give them a job, 726 00:31:46,120 --> 00:31:49,520 they're going to come in with their preconceived expectations 727 00:31:49,520 --> 00:31:52,360 of what working for you is like based on their past job 728 00:31:52,360 --> 00:31:53,000 experience. 729 00:31:53,000 --> 00:31:54,440 And here's my question for you. 730 00:31:54,440 --> 00:32:00,520 If they were on the market for a new job, 731 00:32:00,520 --> 00:32:03,000 do they want to be part of what existed in the past? 732 00:32:03,000 --> 00:32:03,960 Or do they want something new? 733 00:32:03,960 --> 00:32:05,240 They want something new. 734 00:32:05,240 --> 00:32:07,140 But they're also going to bring the baggage of whatever 735 00:32:07,140 --> 00:32:07,880 happened in the past. 736 00:32:07,880 --> 00:32:09,140 If they were the perfect salesperson, 737 00:32:09,140 --> 00:32:12,080 they probably wouldn't be on the market either. 738 00:32:12,080 --> 00:32:14,080 And there's no such thing as perfect sales 739 00:32:14,080 --> 00:32:14,800 person. 740 00:32:14,800 --> 00:32:16,680 But the duties and responsibilities 741 00:32:16,680 --> 00:32:20,160 of what you wanted to expect at your organization 742 00:32:20,160 --> 00:32:22,280 are very important to define because they're probably 743 00:32:22,280 --> 00:32:23,720 very different than whatever they 744 00:32:23,720 --> 00:32:25,560 did in their past organization. 745 00:32:25,560 --> 00:32:26,240 I will say this. 746 00:32:26,240 --> 00:32:27,760 A lot of people get excited. 747 00:32:27,760 --> 00:32:30,040 I think that gives me one of the biggest red flags 748 00:32:30,040 --> 00:32:32,920 for organizations is when they say, oh, we just 749 00:32:32,920 --> 00:32:35,480 hired the best sales rep for HubSpot. 750 00:32:35,480 --> 00:32:38,860 Or we just hired the number one sales rep over at Disney. 751 00:32:38,860 --> 00:32:43,500 And what I know about that is the best sales rep for Disney 752 00:32:43,500 --> 00:32:45,720 is the fastest paper pusher. 753 00:32:45,720 --> 00:32:47,640 Disney is easy to sell. 754 00:32:47,640 --> 00:32:50,880 You don't have to sell well in order to work for Disney. 755 00:32:50,880 --> 00:32:53,720 You have to be fast and efficient in what you do. 756 00:32:53,720 --> 00:32:56,440 And so selling for an entity that's a little bit less known 757 00:32:56,440 --> 00:32:58,720 or a lot of it less known, like first class business 758 00:32:58,720 --> 00:33:02,240 or your vision, is going to be an extreme challenge 759 00:33:02,240 --> 00:33:04,320 for that individual who basically had 760 00:33:04,320 --> 00:33:07,000 a cakewalk of a sales process. 761 00:33:07,000 --> 00:33:10,520 And they had to move fast and do things. 762 00:33:10,520 --> 00:33:11,720 And they expected that. 763 00:33:11,720 --> 00:33:13,080 They had people come in the doors. 764 00:33:13,080 --> 00:33:14,200 They had to manage all that. 765 00:33:14,200 --> 00:33:16,280 Well, they're going to have a very jarring experience 766 00:33:16,280 --> 00:33:18,120 if they come into your brand where you don't 767 00:33:18,120 --> 00:33:19,400 have any of that available. 768 00:33:19,400 --> 00:33:21,020 And they're not going to feel comfortable 769 00:33:21,020 --> 00:33:22,400 because they're not going to know 770 00:33:22,400 --> 00:33:25,720 how to succeed in an environment that is completely different 771 00:33:25,720 --> 00:33:26,840 than where they were before. 772 00:33:26,840 --> 00:33:31,360 So the cool thing is as people responsibly read through this, 773 00:33:31,360 --> 00:33:33,120 they're pre-qualifying themselves. 774 00:33:33,120 --> 00:33:34,960 I don't have to do this part of the interview. 775 00:33:34,960 --> 00:33:37,360 This can scare people off who aren't qualified 776 00:33:37,360 --> 00:33:39,720 and who don't want a work environment that 777 00:33:39,720 --> 00:33:40,640 aligns with all this. 778 00:33:40,640 --> 00:33:43,520 There's plenty of people who do not want to work remote, who 779 00:33:43,520 --> 00:33:45,160 want to go into an office. 780 00:33:45,160 --> 00:33:47,640 And this helps me filter those people out 781 00:33:47,640 --> 00:33:52,120 to help them make sure they get into a job environment where 782 00:33:52,120 --> 00:33:53,320 they are well suited. 783 00:33:53,320 --> 00:33:55,560 So the people who are then moving forward 784 00:33:55,560 --> 00:33:56,920 are now expressing diligence. 785 00:33:56,920 --> 00:34:02,720 I'm already testing their patience, their persistence, 786 00:34:02,720 --> 00:34:04,400 and a little bit of their reliability. 787 00:34:04,400 --> 00:34:06,680 Reliability and consistency come later. 788 00:34:06,680 --> 00:34:10,640 So how can I test the virtues of somebody 789 00:34:10,640 --> 00:34:13,320 throughout this process without me being involved? 790 00:34:13,320 --> 00:34:15,760 That's how you end up clearing your schedule 791 00:34:15,760 --> 00:34:18,200 and allowing yourself to go on and do 792 00:34:18,200 --> 00:34:20,400 the important things for your business growth 793 00:34:20,400 --> 00:34:22,280 that other people can't do. 794 00:34:22,280 --> 00:34:24,680 The website can take care of this for me. 795 00:34:24,680 --> 00:34:26,140 I got a welcome message. 796 00:34:26,140 --> 00:34:27,680 They got to read it. 797 00:34:27,680 --> 00:34:30,480 Do you have what it takes to serve clients at an elite level? 798 00:34:30,480 --> 00:34:32,800 Are you looking for an opportunity to work hard? 799 00:34:32,800 --> 00:34:34,000 Most people aren't. 800 00:34:34,000 --> 00:34:34,800 That's OK. 801 00:34:34,800 --> 00:34:35,800 I shouldn't say most people aren't. 802 00:34:35,800 --> 00:34:36,480 I don't know. 803 00:34:36,480 --> 00:34:37,560 Maybe everybody is. 804 00:34:37,560 --> 00:34:41,840 But those who aren't are going to say, heck no, I'm out. 805 00:34:41,840 --> 00:34:44,560 And I'm going to go, oh, thank you, website. 806 00:34:44,560 --> 00:34:47,840 You did something to help protect my time 807 00:34:47,840 --> 00:34:49,880 that I don't have to do. 808 00:34:49,880 --> 00:34:53,440 So we define a lot of information 809 00:34:53,440 --> 00:34:55,800 here to make sure that, again, our applicants who 810 00:34:55,800 --> 00:34:58,360 come to this process are only applicants 811 00:34:58,360 --> 00:34:59,680 that qualify for that. 812 00:34:59,680 --> 00:35:02,840 Let's go and see the next piece of the form. 813 00:35:02,840 --> 00:35:04,080 Hopefully that works. 814 00:35:04,080 --> 00:35:04,960 I'm going to email. 815 00:35:04,960 --> 00:35:07,960 It's not going to, but John at AOL, this guy's got to hate me. 816 00:35:07,960 --> 00:35:11,120 I send him emails all the time. 817 00:35:11,120 --> 00:35:14,480 555, 555, 555. 818 00:35:14,480 --> 00:35:16,320 I think that will work. 819 00:35:16,320 --> 00:35:17,640 Oh, come on. 820 00:35:17,640 --> 00:35:18,320 All right. 821 00:35:18,320 --> 00:35:19,240 Sorry. 822 00:35:19,240 --> 00:35:20,200 All right, now we know. 823 00:35:20,200 --> 00:35:22,880 All right, my system is pretty good in that regard. 824 00:35:22,880 --> 00:35:24,280 My time zone. 825 00:35:24,280 --> 00:35:24,800 There you go. 826 00:35:24,800 --> 00:35:26,760 You know my address now. 827 00:35:26,760 --> 00:35:30,240 All right, so let's just put CE and go next. 828 00:35:30,240 --> 00:35:30,800 You'll notice. 829 00:35:30,800 --> 00:35:33,200 OK, so we still got the same form there. 830 00:35:33,200 --> 00:35:36,840 Submit an introduction video via Loom or YouTube. 831 00:35:36,840 --> 00:35:39,400 I don't need to meet with them to see their video 832 00:35:39,400 --> 00:35:40,640 or see who they are. 833 00:35:40,640 --> 00:35:41,560 We need the video. 834 00:35:41,560 --> 00:35:43,080 And I don't need to do this either. 835 00:35:43,080 --> 00:35:44,640 I want this to go to my team. 836 00:35:44,640 --> 00:35:46,280 And my team has the ability to evaluate 837 00:35:46,280 --> 00:35:48,080 do they seem like a fit or not. 838 00:35:48,080 --> 00:35:50,760 And now we can decide to not respond or to say, 839 00:35:50,760 --> 00:35:51,880 hey, thank you for your time. 840 00:35:51,880 --> 00:35:53,680 We're not filling this position right now. 841 00:35:53,680 --> 00:35:55,240 There's a lot of different ways where 842 00:35:55,240 --> 00:35:56,600 you might want to respond to this 843 00:35:56,600 --> 00:35:59,640 and make sure that you consult with an HR person 844 00:35:59,640 --> 00:36:01,560 to ensure that your response is in line 845 00:36:01,560 --> 00:36:05,160 with the standards of the country of which you're hiring in. 846 00:36:05,160 --> 00:36:07,280 Every country, every state has different rules 847 00:36:07,280 --> 00:36:08,200 in some regard. 848 00:36:08,200 --> 00:36:11,000 How much experience do you have doing inbound sales 849 00:36:11,000 --> 00:36:12,320 and or closing in the past? 850 00:36:12,320 --> 00:36:14,800 A brand new where they got three to five years of experience. 851 00:36:14,800 --> 00:36:15,520 Other. 852 00:36:15,520 --> 00:36:17,520 Be honest, if you have no sales experience, 853 00:36:17,520 --> 00:36:20,800 that is not an automatic disqualifier. 854 00:36:20,800 --> 00:36:23,600 We're giving people a little bit of a cushion, to be honest, 855 00:36:23,600 --> 00:36:26,040 because a lot of people are so desperate for jobs 856 00:36:26,040 --> 00:36:29,120 that they are willing to share little white lies 857 00:36:29,120 --> 00:36:32,800 or they second guess their background when in reality, 858 00:36:32,800 --> 00:36:35,080 they have great sales experience. 859 00:36:35,080 --> 00:36:38,680 For instance, a mother, a mom who's never 860 00:36:38,680 --> 00:36:43,840 worked in a sales environment but has four teenage children, 861 00:36:43,840 --> 00:36:47,760 she spent a lifetime trying to convince those four kids 862 00:36:47,760 --> 00:36:49,320 to listen to her. 863 00:36:49,320 --> 00:36:51,920 She had to win sales arguments all the time. 864 00:36:51,920 --> 00:36:52,800 When is dinner? 865 00:36:52,800 --> 00:36:55,000 When is bedtime? 866 00:36:55,000 --> 00:36:57,440 Why you can't go to your friend's house for this occasion? 867 00:36:57,440 --> 00:37:00,480 Why you should be excited about this family event? 868 00:37:00,480 --> 00:37:02,520 Why you need to go to church with us? 869 00:37:02,520 --> 00:37:04,560 There's all sorts of things. 870 00:37:04,560 --> 00:37:06,880 Moms are so overlooked in the workforce, 871 00:37:06,880 --> 00:37:09,840 and they are some of the absolute best managers, 872 00:37:09,840 --> 00:37:13,240 and they are some of the absolute best assistants. 873 00:37:13,240 --> 00:37:15,160 Because assistants, what do they do? 874 00:37:15,160 --> 00:37:18,120 They're assisting the person, the visionary, 875 00:37:18,120 --> 00:37:21,080 with everything that the visionary does. 876 00:37:21,080 --> 00:37:22,800 That is overwhelming. 877 00:37:22,800 --> 00:37:25,720 And the only role that I know of that's more overwhelming 878 00:37:25,720 --> 00:37:30,000 than that, than being a visionary, is being a mom. 879 00:37:30,000 --> 00:37:31,840 It doesn't get much harder than that. 880 00:37:31,840 --> 00:37:34,920 So anyway, those again are, let's go through this. 881 00:37:34,920 --> 00:37:37,200 Let's pretend we submitted a video here. 882 00:37:37,200 --> 00:37:39,080 You guys are welcome to go through this, by the way. 883 00:37:39,080 --> 00:37:42,200 This is, oh, I got to do a little dot com. 884 00:37:42,200 --> 00:37:45,440 There we go. 885 00:37:45,440 --> 00:37:47,440 Now we ask some questions. 886 00:37:47,440 --> 00:37:49,680 Please describe some of your experience and offers 887 00:37:49,680 --> 00:37:50,840 you've closed in the past. 888 00:37:50,840 --> 00:37:53,000 What's your experience looking like in marketing, media, 889 00:37:53,000 --> 00:37:54,360 buying social media? 890 00:37:54,360 --> 00:37:56,600 How much have you closed in your sales career? 891 00:37:56,600 --> 00:38:00,160 All these questions are strategic questions 892 00:38:00,160 --> 00:38:03,960 that help us understand and help that person understand, 893 00:38:03,960 --> 00:38:07,360 do they really want to work with us or not? 894 00:38:07,360 --> 00:38:10,680 And reliability, as I mentioned, and consistency 895 00:38:10,680 --> 00:38:12,440 gets tested as well. 896 00:38:12,440 --> 00:38:15,000 Because if they aren't even able to fill those forms out 897 00:38:15,000 --> 00:38:19,600 correctly, why would I want them handling my clients? 898 00:38:19,600 --> 00:38:21,760 Why would I want them handling my potential business 899 00:38:21,760 --> 00:38:23,400 opportunities? 900 00:38:23,400 --> 00:38:25,840 Again, we've got to build based on those virtues. 901 00:38:25,840 --> 00:38:29,840 That's going to help with the process of sales enablement 902 00:38:29,840 --> 00:38:31,680 and revenue enablement. 903 00:38:31,680 --> 00:38:33,640 Those are all practical ideas that you 904 00:38:33,640 --> 00:38:38,880 can put into place to help with the growth of your brand. 905 00:38:38,880 --> 00:38:40,920 One of the things that I'll circle back to, 906 00:38:40,920 --> 00:38:42,720 and for those of you who are just tuning in, 907 00:38:42,720 --> 00:38:44,800 I'm going to go back to the slide. 908 00:38:44,800 --> 00:38:47,720 That is one of our secret hacks about advertising. 909 00:38:47,720 --> 00:38:54,520 So if I go over here to this slide of where I showcase 910 00:38:54,520 --> 00:38:56,680 the priorities of a business and building out 911 00:38:56,680 --> 00:38:59,320 your vision, your culture, your leadership, and your marketing, 912 00:38:59,320 --> 00:39:01,720 because that's what people buy into first is, 913 00:39:01,720 --> 00:39:03,840 do they belong with your brand? 914 00:39:03,840 --> 00:39:07,200 Then they make space to care about the service 915 00:39:07,200 --> 00:39:09,080 or the product that you're offering 916 00:39:09,080 --> 00:39:11,240 unless they have a massive pain. 917 00:39:11,240 --> 00:39:13,280 If they need a root canal because they've 918 00:39:13,280 --> 00:39:15,440 got a problem with their tooth, that's different. 919 00:39:15,440 --> 00:39:17,880 They are going to get that solved by whoever's immediate, 920 00:39:17,880 --> 00:39:20,040 most fastest, closest location. 921 00:39:20,040 --> 00:39:23,920 But in general, and in the reality of most relationships, 922 00:39:23,920 --> 00:39:26,520 they're going to find a dentist they're permanently 923 00:39:26,520 --> 00:39:28,960 comfortable with that they want to go back to time and time 924 00:39:28,960 --> 00:39:29,560 again. 925 00:39:29,560 --> 00:39:33,880 That's established by these first four foundational elements. 926 00:39:33,880 --> 00:39:37,320 Advertising up here, the advertising process 927 00:39:37,320 --> 00:39:40,520 and experience is one that this is referring 928 00:39:40,520 --> 00:39:42,160 to scaling your ad budget. 929 00:39:42,160 --> 00:39:46,760 But too many entrepreneurs do not understand that advertising 930 00:39:46,760 --> 00:39:48,160 with something like Facebook, where 931 00:39:48,160 --> 00:39:49,960 you can spend a couple of dollars 932 00:39:49,960 --> 00:39:52,640 and you don't have to throw the whole kitchen sink at it, 933 00:39:52,640 --> 00:39:54,480 that is one of your best friends. 934 00:39:54,480 --> 00:39:56,080 It is research and development. 935 00:39:56,080 --> 00:39:59,600 You're gathering votes about the quality of what you do. 936 00:39:59,600 --> 00:40:02,280 So you can do that by yourself. 937 00:40:02,280 --> 00:40:05,640 You're probably not the best data scientist is my guess. 938 00:40:05,640 --> 00:40:08,280 And if you are the best data scientist, 939 00:40:08,280 --> 00:40:11,000 you probably need to be spending your time 940 00:40:11,000 --> 00:40:12,680 helping other people with their data. 941 00:40:12,680 --> 00:40:14,800 And you know as well that you benefit 942 00:40:14,800 --> 00:40:17,400 from having multiple eyes and perspectives on how do we 943 00:40:17,400 --> 00:40:21,920 assess the value of this data, the hidden intricacies 944 00:40:21,920 --> 00:40:23,960 within the data that help us understand, OK, well, 945 00:40:23,960 --> 00:40:26,920 people didn't buy fast right away. 946 00:40:26,920 --> 00:40:29,200 But does that mean they're not interested? 947 00:40:29,200 --> 00:40:29,760 No. 948 00:40:29,760 --> 00:40:32,400 It just means that when they're home shopping, 949 00:40:32,400 --> 00:40:34,200 they have to be in a position to be 950 00:40:34,200 --> 00:40:36,560 able to buy a home in order to take action 951 00:40:36,560 --> 00:40:38,320 on said advertisement. 952 00:40:38,320 --> 00:40:40,160 But are there mechanics that we can see? 953 00:40:40,160 --> 00:40:43,080 Are there elements of that ad that we can see that help us 954 00:40:43,080 --> 00:40:46,320 understand that they take interest at all in the offer? 955 00:40:46,320 --> 00:40:49,080 Or were they attracted or inspired by the offer? 956 00:40:49,080 --> 00:40:50,440 Well, it depends. 957 00:40:50,440 --> 00:40:52,920 What does the offer or the call to action associated 958 00:40:52,920 --> 00:40:54,840 with said advertisement? 959 00:40:54,840 --> 00:40:58,080 If you've invited them to sign up for your newsletter, 960 00:40:58,080 --> 00:40:59,960 nobody signed up, it's not necessarily 961 00:40:59,960 --> 00:41:01,340 because they didn't need a house. 962 00:41:01,340 --> 00:41:03,720 It's because nobody cares about your newsletter. 963 00:41:03,720 --> 00:41:04,640 Why would they? 964 00:41:04,640 --> 00:41:06,680 There's not necessarily any context around that. 965 00:41:06,680 --> 00:41:09,240 But if you have a button that says, and realtors, 966 00:41:09,240 --> 00:41:14,840 I would write this down, sign up to get your maximum home value. 967 00:41:14,840 --> 00:41:20,520 That's one of the most lucrative engagements, opt-ins, 968 00:41:20,520 --> 00:41:23,780 for the real estate market that I've seen time and time again. 969 00:41:23,780 --> 00:41:26,060 People care about knowing what their maximum home 970 00:41:26,060 --> 00:41:27,880 value is right now. 971 00:41:27,880 --> 00:41:29,040 Really, always. 972 00:41:29,040 --> 00:41:31,560 They always want to know what's the maximum amount of money 973 00:41:31,560 --> 00:41:33,520 they could get if they sold their home. 974 00:41:33,520 --> 00:41:35,920 So you then get a whole bunch of people moving forward. 975 00:41:35,920 --> 00:41:39,840 But the cool thing about advertising as a means of research 976 00:41:39,840 --> 00:41:43,360 and development is this wasn't even available 30 years ago. 977 00:41:43,360 --> 00:41:46,680 So all your old school marketing strategists and advertisers, 978 00:41:46,680 --> 00:41:49,000 they have no concept of this because they're usually 979 00:41:49,000 --> 00:41:51,400 scared of the word advertising. 980 00:41:51,400 --> 00:41:53,120 They know that in order to test snail mail, 981 00:41:53,120 --> 00:41:55,240 you had to spend $10,000 a pop. 982 00:41:55,240 --> 00:41:56,920 Or if you wanted the tested billboard, 983 00:41:56,920 --> 00:41:58,840 you're spending $15,000 to $20,000. 984 00:41:58,840 --> 00:42:00,280 You're throwing everything at it. 985 00:42:00,280 --> 00:42:02,320 If you want it on TV, same thing. 986 00:42:02,320 --> 00:42:06,040 You're spending $20,000 to $30,000 just to try 987 00:42:06,040 --> 00:42:06,960 to see if that works. 988 00:42:06,960 --> 00:42:11,400 That is dangerous and scary and completely ineffective 989 00:42:11,400 --> 00:42:15,040 with markets that are pushing products and services still 990 00:42:15,040 --> 00:42:17,760 and not building a vision, culture, and leadership 991 00:42:17,760 --> 00:42:18,880 process. 992 00:42:18,880 --> 00:42:19,840 You might figure it out. 993 00:42:19,840 --> 00:42:21,280 There's plenty of brands out there. 994 00:42:21,280 --> 00:42:24,320 I'm sure you can think of them that have invested so much. 995 00:42:24,320 --> 00:42:29,840 And they've done really well locally 996 00:42:29,840 --> 00:42:32,360 in terms of pushing that product or that service out there 997 00:42:32,360 --> 00:42:35,720 while having almost no vision alignment. 998 00:42:35,720 --> 00:42:39,200 One thing I can think of is legal entities. 999 00:42:39,200 --> 00:42:41,760 I mean, those personal injury attorneys, 1000 00:42:41,760 --> 00:42:43,560 they're just kind of always in your face, 1001 00:42:43,560 --> 00:42:46,160 especially where I live, San Antonio, Texas. 1002 00:42:46,160 --> 00:42:47,760 San Antonio personal injury attorney 1003 00:42:47,760 --> 00:42:52,800 is one of the most expensive cost for clicks for Google ads 1004 00:42:52,800 --> 00:42:54,200 on the planet. 1005 00:42:54,200 --> 00:42:59,160 And part of the reason why is it's an auction-based system. 1006 00:42:59,160 --> 00:43:01,360 So every time you out auction your competition, 1007 00:43:01,360 --> 00:43:03,600 you just have to keep climbing the ladder of paying more. 1008 00:43:03,600 --> 00:43:05,440 The same is true of SEO, which is 1009 00:43:05,440 --> 00:43:08,000 why those aren't great tactics to grow your business. 1010 00:43:08,000 --> 00:43:12,000 But I'm digressing back to the point for the rest of you. 1011 00:43:12,000 --> 00:43:14,960 You want to be testing with a system, 1012 00:43:14,960 --> 00:43:16,680 whether it's Google ads or Facebook ads, 1013 00:43:16,680 --> 00:43:19,960 I prefer Facebook ads, that enough of your audience 1014 00:43:19,960 --> 00:43:22,320 is on Facebook and on Google in order to test. 1015 00:43:22,320 --> 00:43:24,820 There are millions of people, and you can't reach them all. 1016 00:43:24,820 --> 00:43:26,280 But what you need to do is you need 1017 00:43:26,280 --> 00:43:30,920 to target an audience where you can reach at least 400 people. 1018 00:43:30,920 --> 00:43:32,000 And what does that reach? 1019 00:43:32,000 --> 00:43:34,520 It's going to cost you about $3 to $4 to get 1020 00:43:34,520 --> 00:43:36,720 that many eyeballs on your ad. 1021 00:43:36,720 --> 00:43:42,160 And if your ad drives clicks and comments and shares and likes, 1022 00:43:42,160 --> 00:43:44,760 that is telling you that you're onto a subject that 1023 00:43:44,760 --> 00:43:46,160 makes sense for your audience. 1024 00:43:46,160 --> 00:43:48,360 And you've only spent a couple of dollars 1025 00:43:48,360 --> 00:43:49,920 to make sure that your message is good. 1026 00:43:49,920 --> 00:43:52,720 How many of you out there are organically posting, 1027 00:43:52,720 --> 00:43:55,240 and you're all about organic, and you're basically 1028 00:43:55,240 --> 00:43:57,560 testing your marketing, testing your methods. 1029 00:43:57,560 --> 00:43:59,400 You don't have 10 years of experience yet. 1030 00:43:59,400 --> 00:44:01,360 You don't know what you're doing. 1031 00:44:01,360 --> 00:44:03,720 You're 99% certain because you're self-assured, 1032 00:44:03,720 --> 00:44:06,160 just like most entrepreneurs, and that's a virtue. 1033 00:44:06,160 --> 00:44:08,440 But you're putting out new content 1034 00:44:08,440 --> 00:44:10,720 in front of your warm audience, which means you're using them 1035 00:44:10,720 --> 00:44:12,240 as your lab rats. 1036 00:44:12,240 --> 00:44:16,520 You're testing your new content on people that you care about, 1037 00:44:16,520 --> 00:44:18,560 and they might have a different reaction to it 1038 00:44:18,560 --> 00:44:20,080 than you're assuming. 1039 00:44:20,080 --> 00:44:22,320 Well, take the same concept. 1040 00:44:22,320 --> 00:44:25,220 Run a $4 ad to test the theory and see 1041 00:44:25,220 --> 00:44:27,840 what people say, and if enough people like it, 1042 00:44:27,840 --> 00:44:30,600 you get a click-through rate of more than 1%, 1043 00:44:30,600 --> 00:44:33,720 and you get a cost of lower than $1, 1044 00:44:33,720 --> 00:44:35,880 then you might have a concept that you do. 1045 00:44:35,880 --> 00:44:38,000 At that point, you've got what we call a power ad. 1046 00:44:38,000 --> 00:44:40,520 You've got a great campaign that you can put out there 1047 00:44:40,520 --> 00:44:43,880 and start to scale the process of that message. 1048 00:44:43,880 --> 00:44:45,800 Does that mean every other element associated 1049 00:44:45,800 --> 00:44:46,640 with that message is tested? 1050 00:44:46,640 --> 00:44:47,480 No, it doesn't. 1051 00:44:47,480 --> 00:44:51,280 So those are the elements to consider. 1052 00:44:51,280 --> 00:44:52,040 There's a lot. 1053 00:44:52,040 --> 00:44:54,740 There's a whole lot to consider when running a business. 1054 00:44:54,740 --> 00:44:56,720 Many people want to call it easy, 1055 00:44:56,720 --> 00:44:59,520 and I will say that there are certain recipes 1056 00:44:59,520 --> 00:45:02,000 within the cookbook of business that are easy, 1057 00:45:02,000 --> 00:45:04,480 and most aspects of business can be 1058 00:45:04,480 --> 00:45:07,220 streamlined into a process which makes it simple, 1059 00:45:07,220 --> 00:45:10,440 but it is an intricate, complicated process 1060 00:45:10,440 --> 00:45:14,360 of pulling all of the easy, simple recipes together 1061 00:45:14,360 --> 00:45:16,880 in order to create a holistic brand and in order 1062 00:45:16,880 --> 00:45:18,760 to create sustainable revenue growth. 1063 00:45:18,760 --> 00:45:20,880 That is not an easy process, and people 1064 00:45:20,880 --> 00:45:23,840 who are selling you that usually have 1065 00:45:23,840 --> 00:45:26,400 their own specific bias that they're after, 1066 00:45:26,400 --> 00:45:27,880 they may want to make you feel better, 1067 00:45:27,880 --> 00:45:29,400 and that may be the only thing that they want 1068 00:45:29,400 --> 00:45:30,400 is to make you feel better. 1069 00:45:30,400 --> 00:45:32,760 They may want to sell you something 1070 00:45:32,760 --> 00:45:33,940 and get you into a program. 1071 00:45:33,940 --> 00:45:35,520 That's a little bit more common, 1072 00:45:35,520 --> 00:45:38,380 but I would be very careful about falling 1073 00:45:38,380 --> 00:45:41,080 into the trap of people who are offering easy solutions. 1074 00:45:41,080 --> 00:45:43,880 So there's some practical ideas and advice for you 1075 00:45:43,880 --> 00:45:48,460 in terms of revenue and sales growth, 1076 00:45:48,460 --> 00:45:50,760 and I know Roderick Jefferson is going 1077 00:45:50,760 --> 00:45:54,920 to provide different angles on this same topic, 1078 00:45:54,920 --> 00:45:56,800 and that's perfectly healthy. 1079 00:45:56,800 --> 00:45:57,520 That's important. 1080 00:45:57,520 --> 00:46:01,120 That's why mathematicians love to work together, 1081 00:46:01,120 --> 00:46:03,360 and chemists as well often love to work together 1082 00:46:03,360 --> 00:46:04,280 because they can learn from each other. 1083 00:46:04,280 --> 00:46:06,740 So we'll have him back on the show in the future 1084 00:46:06,740 --> 00:46:10,120 if he feels so inclined, and Vision Pros, 1085 00:46:10,120 --> 00:46:14,360 I hope you have a phenomenal day doing what you need to, 1086 00:46:14,360 --> 00:46:16,480 to build your brand the best way possible, 1087 00:46:16,480 --> 00:46:18,960 to become the best leader that you can in order 1088 00:46:18,960 --> 00:46:21,000 to inspire people to follow you along the way, 1089 00:46:21,000 --> 00:46:23,120 and I will see you on the next episode. 1090 00:46:23,120 --> 00:46:24,520 Everybody have a great rest of your day. 1091 00:46:24,520 --> 00:46:25,360 Bye bye. 1092 00:46:25,360 --> 00:46:26,360 Thank you for being here today. 1093 00:46:26,360 --> 00:46:28,840 I'm really happy that you tuned in to Vision Pros Live. 1094 00:46:28,840 --> 00:46:31,480 I'm looking forward to seeing your reactions 1095 00:46:31,480 --> 00:46:33,760 as these episodes continue to move forward. 1096 00:46:33,760 --> 00:46:35,480 This is going to get more and more fun. 1097 00:46:35,480 --> 00:46:37,280 We'll have more and more engagement as well. 1098 00:46:37,280 --> 00:46:39,400 We'll invite people to participate in the show, 1099 00:46:39,400 --> 00:46:49,400 and thank you for giving us your time and attention.