1
00:00:00,000 --> 00:00:12,000
Welcome to Radical Urgency. I'm Cam Gallant. Here we talk about how to love a life full of energy, abundance, and fulfillment.

2
00:00:14,000 --> 00:00:21,000
Okay, so picture this. You walk up to the register and you place your order.

3
00:00:21,000 --> 00:00:31,000
"I'll have a large coffee. No, make that a latte. And that bacon, egg, and cheese breakfast sandwich."

4
00:00:32,000 --> 00:00:37,000
And the lovely gentleman at the counter asks you for your rewards number.

5
00:00:38,000 --> 00:00:43,000
And then you go; you grab your latte - you have your bacon, egg, and cheese. What a wonderful way to start the morning.

6
00:00:43,000 --> 00:00:51,000
Four hours later, you get a random text. And it pulls up on your little preview and it says,

7
00:00:52,000 --> 00:00:58,000
"Hey babe, do you want to go out with me?" And at first you're like, who is this random guy?

8
00:00:59,000 --> 00:01:05,000
This must just be a spam, I mean... And then you remember that guy asking you for your rewards number.

9
00:01:05,000 --> 00:01:20,000
When I think of the Creepy Fast Food Guy, this type of feeling that we would get from that, it's the same as what a lot of us think about when we think of sales.

10
00:01:21,000 --> 00:01:30,000
We're like, "Who am I to have this information and then to use it to reach out to someone out of the blue and to ask them for something?"

11
00:01:30,000 --> 00:01:35,000
All of this is coming down to fear of being inadequate.

12
00:01:36,000 --> 00:01:44,000
And when we think of inadequacy, we're really thinking of not being able to provide what someone is hoping for.

13
00:01:45,000 --> 00:01:58,000
Not being able to provide value. Not being able to be the perfect boyfriend or girlfriend or to provide a product that's good or to be the person who people expect of us.

14
00:01:58,000 --> 00:02:04,000
That's what we're thinking about when we are imagining our inadequacy.

15
00:02:05,000 --> 00:02:10,000
Let's talk a little about value. Sales breaks down into two things.

16
00:02:11,000 --> 00:02:15,000
The perceived value and the actual value.

17
00:02:16,000 --> 00:02:23,000
Perceived value is the value that you think that you're getting when somebody reaches out to you.

18
00:02:23,000 --> 00:02:29,000
We call something a scam when the perceived value is a lot higher than the actual value.

19
00:02:30,000 --> 00:02:42,000
So for example, let's say that grandma gives her bank account password over to a friendly chat agent because her grandson is stuck in a Nigerian prison.

20
00:02:43,000 --> 00:02:48,000
The perceived value is getting her grandson home safely.

21
00:02:48,000 --> 00:02:53,000
The actual value is minus $5,000.

22
00:02:54,000 --> 00:02:59,000
So with that big gap, that is very, very clearly a scam.

23
00:03:00,000 --> 00:03:02,000
Now let's look at the other way around.

24
00:03:03,000 --> 00:03:09,000
Turns out that that amazing creepy fast food guy wasn't a creepy fast food guy after all.

25
00:03:10,000 --> 00:03:12,000
He was Ed Sheeran in disguise.

26
00:03:12,000 --> 00:03:17,000
He's filming a new music video and he wants you to be part of it.

27
00:03:18,000 --> 00:03:32,000
Wow. The perceived value was creepy stalker dude, but the actual value was 500 million views on YouTube and a personal date with Ed Sheeran.

28
00:03:32,000 --> 00:03:44,000
What we're trying to do is offer enough perceived value that somebody will give us a shot and then to over deliver on actual value.

29
00:03:45,000 --> 00:03:47,000
So how do we make this actionable?

30
00:03:47,000 --> 00:03:50,000
Maybe you have a certain set of KPIs that you need to meet.

31
00:03:50,000 --> 00:03:57,000
Maybe it's a personal goal that you want to put yourself out there more and be exposed to more people and more new ideas.

32
00:03:57,000 --> 00:04:02,000
Whatever you're trying to get, how do we get that?

33
00:04:03,000 --> 00:04:05,000
And how do we let people give us a shot?

34
00:04:06,000 --> 00:04:07,000
Right?

35
00:04:07,000 --> 00:04:12,000
I see things on LinkedIn where people apply to hundreds of jobs and they're getting nowhere.

36
00:04:12,000 --> 00:04:14,000
It's spinning their wheels and it sucks.

37
00:04:14,000 --> 00:04:18,000
You know; it sucks to be rejected, but more so it sucks to be ignored.

38
00:04:18,000 --> 00:04:21,000
So how do we not be ignored and get what we want?

39
00:04:21,000 --> 00:04:27,000
It comes down to three things. Your numbers, your demographics, and your reputation.

40
00:04:28,000 --> 00:04:32,000
It starts with reaching out to more people.

41
00:04:32,000 -->  00:04:53,000
If you know that your offer can benefit and positively transform somebody's life, then you better make damn sure you get that offer to that person who needs it.

43
00:04:54,000 --> 00:05:03,000
We need to shamelessly expand the pool of people that we reach out to, to maximize the amount of benefit that we can give to others.

44
00:05:04,000 --> 00:05:07,000
Somebody somewhere is going to be interested.

45
00:05:07,000 --> 00:05:18,000
But it's not just reaching out to everybody because there are roughly 8 billion people in the world and we don't have time to reach out to everybody.

46
00:05:18,000 --> 00:05:22,000
And we also want to make sure that we're adding value.

47
00:05:23,000 --> 00:05:25,000
Your services are not for everybody.

48
00:05:25,000 --> 00:05:28,000
They're for a very particular group of people.

49
00:05:29,000 --> 00:05:35,000
There's actually a wonderful article by Kevin Kelly called 'A Thousand True Fans'.

50
00:05:35,000 --> 00:05:51,000
And it's talking about how in today's age of connectivity, it can be quite reasonable that you can find a thousand people interested in what you're doing, even if it's something super niche.

51
00:05:52,000 --> 00:06:00,000
So our goal is to reach out to as many people as possible, but to consider the demographics.

52
00:06:00,000 --> 00:06:05,000
Again, it's our numbers, demographics, and our reputation.

53
00:06:07,000 --> 00:06:14,000
If I think of buckshot, basically it's a big tightly packed container that has a bunch of different little balls in it.

54
00:06:15,000 --> 00:06:22,000
So when the gun goes off, all those balls spread out and give me a wide range that hits along the target.

55
00:06:22,000 --> 00:06:32,000
But if I aim that gun with buckshot in the entire opposite direction, it won't matter how many times I fire it.

56
00:06:32,000 --> 00:06:38,000
And it won't matter how many balls are in each of those little buckshot packages.

57
00:06:38,000 --> 00:06:41,000
Makes no difference; I'll never hit my target.

58
00:06:41,000 --> 00:06:55,000
So in addition to reaching out and increasing your quantity, you've got to have some semblance of your demographics - of who could plausibly be interested in what you are offering.

59
00:06:56,000 --> 00:07:08,000
When you're sending out an application and it's through a traditional application process, a recruiter is seeing the resume out of thousands of other resumes.

60
00:07:08,000 --> 00:07:13,000
So the perceived value of any one resume is very low.

61
00:07:15,000 --> 00:07:32,000
Conversely, if you direct a message, the CEO or some C-suite person, maybe the CTO, depending on what you're applying to, and you can demonstrate value to them as an applicant in a pool of one,

62
00:07:32,000 --> 00:07:37,000
all of a sudden you've fast-tracked all of those other processes.

63
00:07:38,000 --> 00:07:51,000
If you really niche down and know exactly who that person is - who that ideal client is - then your numbers won't need to be anywhere near as high as they would otherwise.

64
00:07:53,000 --> 00:07:59,000
And that's really it. The third one is a little special and a little different. It's our reputation.

65
00:07:59,000 --> 00:08:08,000
The more that we raise our numbers and the more that we accurately target, the more that our reputation grows.

66
00:08:09,000 --> 00:08:17,000
And our reputation is that name recognition that helps us show that we are offering value.

67
00:08:17,000 --> 00:08:27,000
Reputation increases our perceived value because we have a track record of offering value to people.

68
00:08:28,000 --> 00:08:37,000
We have a good product. We do what we say we will. And people hear about that in time and are more likely to want to work with us.

69
00:08:39,000 --> 00:08:44,000
And as this grows, money is just a byproduct of value provided.

70
00:08:44,000 --> 00:08:51,000
So if you're looking for more money, or you're looking for more love, or you're looking for more of anything in your life,

71
00:08:52,000 --> 00:09:01,000
expanding those numbers, and targeting those demographics, and delivering on that value promise is going to get you there.

72
00:09:02,000 --> 00:09:12,000
And the amount of time it takes to do this matters more on your numbers and your demographics than it ever does on the clock or the calendar.

73
00:09:12,000 --> 00:09:16,000
The faster you do this, the faster you'll see results.

74
00:09:17,000 --> 00:09:24,000
And the more that you self-censor, the more that you convince yourself that you're just going to be viewed as a creepy fast food guy.

75
00:09:25,000 --> 00:09:31,000
You're just going to be not understood. Then you're not going to get anywhere.

76
00:09:32,000 --> 00:09:36,000
And you're not actually going to make the change in the world that you want to.

77
00:09:36,000 --> 00:09:45,000
So it's time to be brave or to close your eyes, pinch yourself and just go for it.

78
00:09:46,000 --> 00:09:50,000
Because the world needs you. The world needs to hear your voice.

79
00:09:51,000 --> 00:09:58,000
The world needs to get your inventions. The world needs to hear your ideas.

80
00:09:58,000 --> 00:10:06,000
And you have a lot to give. And right now, most of that is hidden inside your head.

81
00:10:07,000 --> 00:10:13,000
That's what I got for you for today. If you like this episode, please share it with a friend.

82
00:10:14,000 --> 00:10:16,000
Screenshot this, throw it on your Instagram story.

83
00:10:17,000 --> 00:10:23,000
The more people who share this, the more that platforms like Apple podcasts and Spotify share this with others.

84
00:10:24,000 --> 00:10:26,000
And the more that we can get this message out to more people.

85
00:10:26,000 --> 00:10:28,000
So if you would do that, I would greatly appreciate it.

86
00:10:29,000 --> 00:10:34,000
And I'm going to leave you the way I'm going to be leaving you each episode here.

87
00:10:35,000 --> 00:10:37,000
I hope that today is uncomfortable for you.

88
00:10:38,000 --> 00:10:41,000
Discomfort helps us grow.

89
00:10:41,000 --> 00:10:56,000
But I also hope that today is fulfilling.