WEBVTT

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Please share with me your first, last name, where

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you're located, and the name of your business,

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books, or anything else you do. Sure. My name

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is Nathalie Doremieux, and I live in the south

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of France, and I run a business with my husband.

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This is a family business called the Membership

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Lab, and we've been in business for 19 years.

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What? Congratulations. I love that. So please

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do me a favor and elaborate on the business,

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the Membership Lab. Yeah, sure. So obviously,

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the business has evolved a lot, right, in 19

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years. But basically, we created this business

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when we moved back to France from the US, because

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we met at school. And then after school, we were

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like, okay, let's live the American dream. So

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let's move to the US and try to find a job there.

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And because we were software engineers. It was

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pretty easy at the time, you know, 1995. So we

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did that state 10 years. And when we got back,

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we basically said, well, let's build a business.

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You know, we're moving back to France for the

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lifestyle. You know, that really was the key.

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And what do we know how to do? Software, right?

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Because we're software engineers. So we did all

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the mistakes. you know that you could possibly

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do which like stay within your expertise and

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ignore the things that you don't know and that

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scare you sales marketing you know all that stuff

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we created software that we thought were amazing

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that never sold because everybody was telling

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us you need to be the first people to sell it

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and i was like no way i'm not a salesperson so

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learn quickly not quickly enough that at the

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beginning you have to wear different hats yes

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but then you can strategically think okay this

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is not forever this is the next step and then

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i have in mind that i want to delegate this later

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so it evolved turns out we did not ended up building

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software anymore and really we really got into

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e -learning with website development because

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it was online make more sense we could reach

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you know uh the whole world absolutely and then

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e -learning because e -learning made felt like

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this is something that people monetize so they

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are more inclined to spend money you know and

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invest in something that is going to make them

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money right so and and then we really got hooked

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with e -learning and how bad it was i mean to

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this day most courses people only come like there

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only three to five percent of people that complete

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course and That doesn't seem to bother people

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that keep selling courses on teachable and think

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if you can all that stuff Yeah, they're like

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they go for volume. So if you go for volume,

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okay But from for us my husband and I was like,

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how can we improve the e -learning? So that's

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what we've been working on um really working

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with people that want to create an experience

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inside i really understand that it's when people

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get results that they stay that they buy more

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from you that you get the testimonial the case

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studies that you can use in your marketing so

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it all comes back to you right so if you get

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your people to be successful that's how you get

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you're gonna get to speak successful right i

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think it's a sales guarding that is saying um

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If you want to be more successful, you have to

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help more people. Yeah, yeah, yeah, yeah. I think

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that's him. So that's, you know, that's basically

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where it's been evolving. And then when AI came,

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so for us, that was like four or five years ago.

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Now it's like everybody, you have AI coaches

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and AI experts everywhere, right? day i would

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say four or five years like you had to be a developer

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and you had to like dig right and you know and

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really trial and errors and and things you know

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to really create something so it was really like

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development it was not like the the no code that

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everybody talks about now and that we've we've

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been using ai we've been trying to figure out

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how to use ai to accelerate clients I mean, you

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can use it for your business and stuff. But our

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primary focus was like, how can we use that as

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a tool to accelerate, provide better support?

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Yeah. On top of what people are already doing.

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Yeah. And then the next thing, because, you know,

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always keeping in mind that what every business

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wants and needs is money, sales. But for that,

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they need leads. Yeah. So then how can we use

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AI to help people get more leads? And that's

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how we came up with our latest product, which

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is for podcasters on how you turn a podcast episode

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like this. Yes. And then with AI, you create

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a customized lead magnet. Yes. To basically take

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action on what they are learning. So that's basically

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the evolution. Like I gave you like a very quick.

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It's OK. And I love that because there was one

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thing that you said that I fall victim of is

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getting on a program that's on a Web site and

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never finishing the program. I honestly don't

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know what that's about. You know, and as you

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had developed this out of the 19 years. were

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you able to see what that was you know the is

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it the engagement is it the lack of information

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the excitement i'm just very curious yeah so

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it's actually a combination of things but it

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also has evolved so i don't know if you remember

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back in like in 2013 i think is when i bought

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like my first course like two three thousand

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you'd get the course then you'd get weekly calls

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for like six or eight weeks Then you get maybe

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a Facebook group if you're lucky. But in the

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Facebook group, it's like, oh, you cannot tag

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the person because it's going to be overwhelming

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for her, right? So she's not approachable. You

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cannot ask a question or anything like that.

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And after the six weeks, she leaves the Facebook

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group and you're done. And most people in this

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group have not completed. Some are overwhelmed.

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Some are almost there. but most of them are like

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even giving up you know when people say well

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don't worry you have access for life yes yeah

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well it's just collecting dust you know so this

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doesn't work anymore yeah the problem with this

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is that they would always manage to get 10 20

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30 people that made it and that would be their

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case studies and they would say oh look this

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is working oh like this is the thing like Like,

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gosh, like I can't stand that because this is

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so hypocrite. Yeah. Look how it's working. This

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is how much money I made. A course should not

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be the success of a course should not be based

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on how much money you made, but how much impact

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you had on people. And they are not even tracking

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progress. So they don't even know that means

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that deep down they don't even care. And they

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are about volume. Yeah. So that was the problem.

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Now, why people were not getting results? Some

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people got tricked into the marketing message.

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Unfortunately, our ability to sell and market

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has nothing to do with our ability to teach or

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coach or mentor, right? We can be great at something,

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have an amazing course, and it will never sell

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because it's a different strategy. Same goes

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for marketing and sales. Good marketing and salespeople

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can sell you anything. They can sell you the

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dream. Right? And then it doesn't happen or there

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is something missing. I think that fundamentally

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what is missing in this program is not looking

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at what do people really need in order to get

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a result. It used to be content, content. You

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know, this is my expertise, so I'm going to do

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a video, I'm going to share something, and I'm

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telling them what to do and that should be enough.

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Content is a commodity now. People need support

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and accountability. But they also need to be

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the right people. That means that if you got

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people to join because you gave them like a huge

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discount and you said it will never be available

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again. And so they join, but they don't really

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need it. The pain is not there. They're not going

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to be committed. So you need committed people.

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yeah yeah yeah the people that cannot put time

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in the calendar and self block this time because

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i bought this course and i want the outcome so

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very often what happens when people don't finish

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is either they get overwhelmed the course is

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going in at such a pace that they are not allowing

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people for like you have to catch the train otherwise

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you're left behind and when you're too behind

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But typically, the course that is going to have

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a week for catch up, really bad idea. Why? Because

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you're planting the seed that there is a potential

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that they're going to be late at this point.

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Right? Oh, I'm going to add a week where we don't

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do anything so people can catch up. So people

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are not signing up to stuff. And basically, you're

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telling them that they're going to be late before

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they even start. Right? So I think it's all that

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dynamic that has changed. And now people want

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support, but they want support right away. They

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don't want to have to wait. And that's why AI

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is so amazing now, right? They want also accountability.

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They want this learning, doing, learning, doing.

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They don't want to watch one hour of video. They

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want to watch a shorter video, and then you get

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them things to do. if they are not able to do

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this because they are stuck do you have tools

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for them to help them whether it is ai or something

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else to get to that next decision that they are

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making right yeah so i think it's all of this

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yeah yeah and it and it it definitely sounds

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very familiar and as i mentioned you know that

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was that's things that i experience is the fact

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that i either get bored or that support is no

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longer there or i have to i have to search for

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the support to get the support so what sets you

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apart natalie what sets the membership lab apart

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from everyone else so i would say what sets us

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apart is this idea and people get sometimes they

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they get they're surprised but then they understand

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and they are relieved and they appreciate that

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is that when somebody comes to me with an idea

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there are clients where i do say no I'm not going

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to build your membership because you're not ready.

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And even I had a program at one point where I

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was helping people getting their first member

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for their membership, their program. And I said,

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they start talking about their idea. We don't

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talk about tools. You know, I build the tech,

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but I never talk about the tools. I'm like, are

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we going to talk about the tools? They know we're

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not going to talk about the tools now because

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the tools is the thing to make it happen. Until

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we figure out what the thing is, I'm not going

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to overwhelm you with tools you need to buy.

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Let's talk about your idea. And what I'm trying

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to gauge is how excited are they about this idea

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and why they are doing it. And even in my program,

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you know, there are like several, I was like,

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well, the way you're talking about it, I'm sorry.

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Like if I would say to you, like, I'm sorry,

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but like, I don't see like. the big excitement

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so tell me more why why right and we talk and

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we talk until something like service this this

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is how you need to feel because if you don't

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feel it how do you expect people to feel it yes

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yes yes and there are people in that program

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that ended up not launching a membership yeah

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yeah yeah and they put a program and they didn't

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but they still thank me Because they're like,

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no, I know I'm not stuck in something and wondering,

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why am I procrastinating? Because that's not

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what you're supposed to do. That's not your vision.

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It's the thing that you feel is the next right

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thing. And you're like, well, it sounds hard

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because it's putting out of my comfort zone.

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But if it's not exciting you at the same time,

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then it tells you something, right? So that's

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how I go. I go like, tell me about your idea.

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Why do you want to do this? OK, you want to do

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this because your course doesn't sell because

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your coaching program is too expensive. So you

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want to do something cheaper. I'm like, those

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are not good reasons. Yeah, yeah, yeah, yeah.

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They are not good reasons. A membership is not

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easier to sell than a 5K or 10K coaching program.

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It's not. Yeah. Right. So what it is that you

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really, really want and people don't know what

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they want. no no and then when they get what

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they think they want then they don't really want

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it so i definitely get that so what happens is

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that when we get there and i have somebody yep

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i know exactly that is the person that is going

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to say if something doesn't work she's going

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to try another way and they're going to keep

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trying and keep she's going to keep trying because

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she wants to get there versus when somebody tries

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something and the first launch doesn't work or

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it doesn't go as planned Well, I'm going to go

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and do something else now. Well, then that was

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not really a vision, right? You are just trying

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the spaghetti on the wall and see what sticks,

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right? And that's no way to run a scalable, profitable

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business. Tell me about your vision today. Yeah,

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sure. So the vision today is, so I'm turning,

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gosh, 54 this year. Looking good, looking good.

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So I'm turning 54 and my husband is older than

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me. So we are thinking retirement, right? So

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the vision now is not about creating new things,

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you know, like it's about establishing a strong

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foundation where we can start to remove ourselves

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from the business. And that's why we're going

00:14:50.789 --> 00:14:55.879
back to the software, right? Which we is... is

00:14:55.879 --> 00:14:58.879
the the idea right that's how we started the

00:14:58.879 --> 00:15:01.139
business in the first place i love to say that

00:15:01.139 --> 00:15:03.919
i was not born an entrepreneur my husband was

00:15:03.919 --> 00:15:06.480
the entrepreneur he wanted to start the business

00:15:06.480 --> 00:15:09.299
so i kind of like went with him so we can do

00:15:09.299 --> 00:15:13.980
this together and um and so it's nice that we

00:15:13.980 --> 00:15:16.259
are going back like full circle and now going

00:15:16.259 --> 00:15:18.179
back to software because software is something

00:15:18.179 --> 00:15:21.080
where i don't have to show up he doesn't have

00:15:21.080 --> 00:15:24.470
to show up it is sellable right it is recurring

00:15:24.470 --> 00:15:27.669
income which is something i love somebody as

00:15:27.669 --> 00:15:31.450
someone who's not an entrepreneur by but in my

00:15:31.450 --> 00:15:34.049
genes you know in my bones i love scalability

00:15:34.049 --> 00:15:38.049
so that's why i love the recurring system because

00:15:38.049 --> 00:15:40.850
i know exactly how we start our months and things

00:15:40.850 --> 00:15:44.909
like that um that that all makes sense now right

00:15:44.909 --> 00:15:48.370
so um i think that everything that we went through

00:15:48.960 --> 00:15:51.759
It's just leading up to where we are. And you,

00:15:51.840 --> 00:15:54.059
when we say you are exactly to be where you're

00:15:54.059 --> 00:15:57.440
supposed to be, like even what we are doing kind

00:15:57.440 --> 00:16:01.799
of like nails with a domain name that we bought

00:16:01.799 --> 00:16:04.960
20 years ago, 19 years ago, just to tell you

00:16:04.960 --> 00:16:08.299
how like the full circle, we had a moment. I

00:16:08.299 --> 00:16:10.100
think that was this weekend. We were like, wow,

00:16:10.259 --> 00:16:14.460
we could use this, you know? So it's that's the

00:16:14.460 --> 00:16:17.539
vision we have is creating something that is

00:16:17.539 --> 00:16:20.740
scalable. And that, you know, we can keep running

00:16:20.740 --> 00:16:23.220
for like 10, 20 years. Thank you for being here

00:16:23.220 --> 00:16:25.120
today. I'm really happy that you tuned in to

00:16:25.120 --> 00:16:27.559
Vision Pros Live. I'm looking forward to seeing

00:16:27.559 --> 00:16:30.620
your reactions as these episodes continue to

00:16:30.620 --> 00:16:32.320
move forward. This is going to get more and more

00:16:32.320 --> 00:16:34.639
fun. We'll have more and more engagement as well.

00:16:34.679 --> 00:16:36.580
We'll invite people to participate in the show.

00:16:36.720 --> 00:16:38.759
And thank you for giving us your time and attention.

00:16:39.080 --> 00:16:41.679
Have an excellent time building out your vision

00:16:41.679 --> 00:16:43.080
and becoming a vision pro yourself.
