WEBVTT 00:00:08.280 --> 00:00:11.859 Welcome to the Business Abundance Podcast, providing 00:00:11.859 --> 00:00:14.339 the tools and knowledge to help small business 00:00:14.339 --> 00:00:17.660 owners succeed. For additional resources, visit 00:00:17.660 --> 00:00:23.640 www .businessabundance .online. Hello. Welcome 00:00:23.640 --> 00:00:27.480 back to the Business Abundance Podcast. I am 00:00:27.480 --> 00:00:32.240 Zee and I'm here with Rowan. Hello. Ian is out 00:00:32.240 --> 00:00:36.119 of office and so it's just Rowan and I today 00:00:36.119 --> 00:00:40.929 chatting. Short notice cancellation. We are having 00:00:40.929 --> 00:00:42.770 a conversation without him, but that's okay. 00:00:42.929 --> 00:00:46.210 He'll be back in later episodes. Today we're 00:00:46.210 --> 00:00:49.659 going to be chatting about... Starting with your 00:00:49.659 --> 00:00:53.700 why. So a lot of businesses focus on what they 00:00:53.700 --> 00:00:56.100 do, which is important. So that's your services, 00:00:56.320 --> 00:00:59.799 your products, pricing, or how you do it more 00:00:59.799 --> 00:01:03.079 efficiently. But today we're going to be talking 00:01:03.079 --> 00:01:05.780 about something to do with your why. And that's 00:01:05.780 --> 00:01:09.400 inspired by Simon Sinek's start with why. It's 00:01:09.400 --> 00:01:14.719 a pretty simple concept, but we're going to unpack 00:01:14.719 --> 00:01:17.959 that because it's not necessarily easy to. Apply 00:01:17.959 --> 00:01:19.819 and I think that's because it doesn't necessarily 00:01:19.819 --> 00:01:23.280 like you don't sell a product You sell a product 00:01:23.280 --> 00:01:25.739 and you get money for it. Your wire doesn't necessarily 00:01:25.739 --> 00:01:30.920 Bring that in immediately So we're going to unpack 00:01:30.920 --> 00:01:34.540 what it means and lead with your purpose and 00:01:34.540 --> 00:01:37.939 not just your offer and Why that also matters 00:01:37.939 --> 00:01:42.180 to both your customers and your team? Rowan, 00:01:42.180 --> 00:01:44.640 do you want to start with the golden circle? 00:01:48.310 --> 00:01:51.969 No. It's this circle. It starts with a what? 00:01:52.409 --> 00:01:54.069 I want to go somewhere else first. All right, 00:01:54.129 --> 00:01:57.609 go for it. To add to chaos. But we obviously 00:01:57.609 --> 00:01:59.469 talked to this and talked to a lot of people 00:01:59.469 --> 00:02:03.590 about this. And most people that we've talked 00:02:03.590 --> 00:02:05.329 to in the past, it's like, oh, why do you do 00:02:05.329 --> 00:02:08.250 what you do? That is going to go, we want money. 00:02:08.569 --> 00:02:13.340 Let's make the money. And, or why do you do what 00:02:13.340 --> 00:02:15.180 you do, why is that different to anyone else? 00:02:15.520 --> 00:02:18.159 Like, oh, we kind of do the same thing as everyone 00:02:18.159 --> 00:02:21.599 else. We're electricians or we sell chairs or, 00:02:21.819 --> 00:02:25.240 um, there's never too much thought past that. 00:02:25.639 --> 00:02:27.840 So I think if you're listening to this episode, 00:02:27.919 --> 00:02:30.939 you're like, oh, well, here to make money or 00:02:30.939 --> 00:02:34.139 here to do this or whatever. Just probably, um, 00:02:34.139 --> 00:02:37.259 you need a better reason. Um, we've begun, you 00:02:37.259 --> 00:02:40.080 need a niche for your business to operate in. 00:02:40.750 --> 00:02:42.550 not suffering from competition, you get better 00:02:42.550 --> 00:02:45.229 prices, you get a bit of profit, you get better 00:02:45.229 --> 00:02:47.710 team members, you know, if you can't find anyone, 00:02:47.830 --> 00:02:49.389 it's generally because you're the same as everyone 00:02:49.389 --> 00:02:51.590 else, you've got no difference. Yeah, if you're 00:02:51.590 --> 00:02:53.370 selling chairs to make money, someone else is 00:02:53.370 --> 00:02:55.969 selling chairs to make money too, so. Yeah, so 00:02:55.969 --> 00:02:57.990 I'll just go with the one that I make the most 00:02:57.990 --> 00:03:02.330 money at. And so some of the why is for our customers, 00:03:02.430 --> 00:03:06.569 but it's also for our team, because people will 00:03:06.569 --> 00:03:08.069 work for you because they believe in what you 00:03:08.069 --> 00:03:10.909 do. Um, and we do as a business, we need to have 00:03:10.909 --> 00:03:14.430 a purpose to exist. So just want to, to mention 00:03:14.430 --> 00:03:16.610 that. Yeah. We're here to make money. What are 00:03:16.610 --> 00:03:18.789 you talking about? Yeah, that's true. That's 00:03:18.789 --> 00:03:23.090 a blog product. Yeah. It's, I can understand 00:03:23.090 --> 00:03:26.469 it because when, when you say people buy why 00:03:26.469 --> 00:03:29.610 you do it, not, not what you do, it is hard because 00:03:29.610 --> 00:03:32.969 if someone's, um, looking for chairs, let's just 00:03:32.969 --> 00:03:34.909 run with the chair example, they're going to 00:03:34.909 --> 00:03:38.360 look for. a chair that they like the most. And 00:03:38.360 --> 00:03:42.819 yes, but I guess then you can take into consideration 00:03:42.819 --> 00:03:45.979 the quality if someone's, they always sell the 00:03:45.979 --> 00:03:48.419 best quality, but then you can also get stuck 00:03:48.419 --> 00:03:52.740 in, we sell the best quality. We can sell the 00:03:52.740 --> 00:03:55.979 best customer service. So are there other people? 00:03:56.819 --> 00:03:59.300 Yeah. What's your, yeah. What's your customer 00:03:59.300 --> 00:04:02.020 service mean in comparison to theirs? Does it 00:04:02.020 --> 00:04:04.750 mean you answer the phone? faster, because that's 00:04:04.750 --> 00:04:06.550 a race to the bottom. We're talking about why 00:04:06.550 --> 00:04:08.129 do we do what we do and straight away we're talking 00:04:08.129 --> 00:04:10.330 about how we do it. Yeah, exactly. It gets stuck. 00:04:10.389 --> 00:04:11.750 And that's the feeling. So it's easy to go back 00:04:11.750 --> 00:04:14.030 to what we just sell chairs. And then people, 00:04:14.270 --> 00:04:15.330 what do they want? Well, they just want to buy 00:04:15.330 --> 00:04:17.509 a chair. And 100 % true, they do just want to 00:04:17.509 --> 00:04:21.990 buy a chair. But if they have decided the chair 00:04:21.990 --> 00:04:24.110 they want, they know exactly what they're after, 00:04:24.189 --> 00:04:25.790 and they just need someone to sell them a chair, 00:04:26.490 --> 00:04:29.850 you're probably not much more of really a business. 00:04:29.990 --> 00:04:32.660 You're not providing any value aside from the 00:04:32.660 --> 00:04:35.540 chair. So at that point, you're just taking orders, 00:04:35.600 --> 00:04:37.800 aren't you? Yep. So you're an order taker. So 00:04:37.800 --> 00:04:39.279 imagine with your supermarket, just let them 00:04:39.279 --> 00:04:42.360 check themselves out. You'd be convenient for 00:04:42.360 --> 00:04:46.220 them. Or, you know, if in a service firm or if 00:04:46.220 --> 00:04:48.740 you're on the tools, for example, if people are 00:04:48.740 --> 00:04:51.420 paying, you just put roof sheets up. You're a 00:04:51.420 --> 00:04:53.540 sole contractor. You're not a business. You're 00:04:53.540 --> 00:04:55.720 just taking orders from people and doing a job. 00:04:55.879 --> 00:04:57.420 So you don't have a unique difference. They can 00:04:57.420 --> 00:05:00.110 replace you with someone else. Part of the why 00:05:00.110 --> 00:05:02.689 is, if we have a purpose above that, we're trying 00:05:02.689 --> 00:05:04.829 to do something, then we've got a business, we 00:05:04.829 --> 00:05:08.149 can charge people and we're fulfilling a purpose 00:05:08.149 --> 00:05:11.629 or a role in the community. So that's why you 00:05:11.629 --> 00:05:14.670 need to get a bit more scientific about it. Yep. 00:05:15.269 --> 00:05:19.230 So this golden circle, there's three layers to 00:05:19.230 --> 00:05:23.290 it. It's like an onion. The outside layer is 00:05:23.290 --> 00:05:27.110 the what, because everyone knows what they do. 00:05:27.360 --> 00:05:30.279 They are the products or services that you sell. 00:05:30.680 --> 00:05:33.100 And then you go into the middle, which is the 00:05:33.100 --> 00:05:36.680 second layer. That's how you do it. So some know 00:05:36.680 --> 00:05:41.139 how you can do it. That's the part, I guess, 00:05:41.199 --> 00:05:45.800 that makes you a little bit special or set you 00:05:45.800 --> 00:05:47.860 apart. And then in the middle, you've got the 00:05:47.860 --> 00:05:52.759 why. And I would probably argue very few businesses 00:05:52.759 --> 00:05:57.800 know why they do it. Very few. It's not, it's 00:05:57.800 --> 00:06:01.019 not about making the money. That's, that's the 00:06:01.019 --> 00:06:04.600 result. It's the purpose of you and your, your 00:06:04.600 --> 00:06:07.759 business. So the, the belief that you have and 00:06:07.759 --> 00:06:11.019 the very reason that you exist as a business. 00:06:12.319 --> 00:06:15.899 An example for example, an example for an example. 00:06:17.180 --> 00:06:22.000 Beja, I think that's how you say. Spell it out 00:06:22.000 --> 00:06:28.319 so we can check in. B E J A. Cool. So this is 00:06:28.319 --> 00:06:33.819 a French sneaker company and the reason I found 00:06:33.819 --> 00:06:36.579 it was interesting. I was listening to a podcast 00:06:36.579 --> 00:06:39.399 episode about it and it was talking about how 00:06:39.399 --> 00:06:42.079 a lot of people use sustainability now as a marketing 00:06:42.079 --> 00:06:46.060 ploy. It's just a bit of a buzzword. People love 00:06:46.060 --> 00:06:48.920 sustainable businesses. Yeah. Everything on the 00:06:48.920 --> 00:06:51.420 package says this is sustainable, whether it 00:06:51.420 --> 00:06:55.519 be socks or even just the packaging itself. But 00:06:55.519 --> 00:06:59.660 this model focuses on sourcing its natural rubber 00:06:59.660 --> 00:07:03.120 from the Amazon rainforest and their focus is 00:07:03.120 --> 00:07:06.660 protecting the Amazon rainforest. And I think 00:07:06.660 --> 00:07:10.199 they also mentioned that they wanted to employ 00:07:10.199 --> 00:07:14.480 the people that they thought was unemployable. 00:07:15.259 --> 00:07:18.000 And so what they do is they actually partner 00:07:18.000 --> 00:07:20.560 with the local communities in the Amazon rainforest 00:07:20.560 --> 00:07:23.839 and Uh, they're the ones who are sourcing the 00:07:23.839 --> 00:07:26.839 rubber for them. These, this rubber is sourced 00:07:26.839 --> 00:07:29.100 from rubber trees, which I didn't actually know 00:07:29.100 --> 00:07:33.000 existed, but I also didn't realize like how rubber 00:07:33.000 --> 00:07:36.120 came to be. So that was a fun learning curve. 00:07:36.259 --> 00:07:38.519 I was like, Oh, you'd tap it from trees. That's 00:07:38.519 --> 00:07:41.939 random. But also then, yeah, I don't even know 00:07:41.939 --> 00:07:44.339 how you made it, but that was a fun little learning 00:07:44.339 --> 00:07:47.439 curve. Anyway, they tap it from this tree. Uh, 00:07:47.439 --> 00:07:51.300 and they were saying that when you. when you 00:07:51.300 --> 00:07:54.579 consider keeping the trees upright, as opposed 00:07:54.579 --> 00:07:56.860 to flattening it, because the alternative is 00:07:56.860 --> 00:08:00.819 cow farming, they would prefer to keep the trees 00:08:00.819 --> 00:08:03.519 upright. And so they employ the local communities 00:08:03.519 --> 00:08:07.740 for the same amount, if not more, to be sourcing 00:08:07.740 --> 00:08:10.819 this for them. So that's their sustainability 00:08:10.819 --> 00:08:15.540 and everything that they do. focuses on that. 00:08:15.620 --> 00:08:18.040 And so I would argue that's probably sustainability, 00:08:18.160 --> 00:08:20.439 not the buzzword. Yeah. So they're there to save 00:08:20.439 --> 00:08:24.000 their own forest. That's, that's their why. Um, 00:08:24.759 --> 00:08:28.779 so when you, when you look at, uh, your purpose, 00:08:28.980 --> 00:08:31.600 how would you apply that to a small business 00:08:31.600 --> 00:08:34.539 in a small community? To answer that question 00:08:34.539 --> 00:08:36.240 and talk about something else. Go for it. Cause 00:08:36.240 --> 00:08:39.980 I'm good at doing it. Um, it's interesting. You're 00:08:39.980 --> 00:08:42.220 talking about the sustainability is the buzzword 00:08:42.220 --> 00:08:44.100 and all these. that's sustainable with this and 00:08:44.100 --> 00:08:46.179 with this. And the reason they're doing it is 00:08:46.179 --> 00:08:48.139 you can just put it on a label and then people 00:08:48.139 --> 00:08:49.820 are more likely to buy it or more likely to pay 00:08:49.820 --> 00:08:51.940 more for it. It's like the eggs. I remember us 00:08:51.940 --> 00:08:54.299 talking about eggs in a previous podcast. Yeah. 00:08:54.639 --> 00:08:56.860 So this is nicer to the chicken. So we're going 00:08:56.860 --> 00:08:59.100 to buy this one or it's a Tassie devil or whatever 00:08:59.100 --> 00:09:04.480 it was. Yeah, it was. And that's a really easy 00:09:04.480 --> 00:09:07.419 to understand example of why you should know 00:09:07.419 --> 00:09:08.860 the purpose of the business and why you should 00:09:08.860 --> 00:09:10.480 communicate that. Because even if you don't have 00:09:10.480 --> 00:09:12.970 anything to support it, just saying it. You can 00:09:12.970 --> 00:09:16.129 see examples of people getting behind it. And 00:09:16.129 --> 00:09:19.169 that can work two ways. And there's the, probably 00:09:19.169 --> 00:09:21.590 talk about it full, but the, you buy canned tuna. 00:09:23.269 --> 00:09:24.690 And they haven't heard this one. Some say, I 00:09:24.690 --> 00:09:26.529 can't remember how you say it before. I don't 00:09:26.529 --> 00:09:30.250 know how to say it. Go on, spell it. Or it's 00:09:30.250 --> 00:09:34.370 sort of in French, court. And it says dolphin 00:09:34.370 --> 00:09:37.070 friendly. Oh, random. And one of my fun things 00:09:37.070 --> 00:09:39.110 to do is when I see someone eating tuna, just 00:09:39.110 --> 00:09:40.860 check the can. just tell them they're killing 00:09:40.860 --> 00:09:43.759 dolphins. Yeah, yeah, yeah. It's not very nice. 00:09:44.019 --> 00:09:47.440 It's really mean. But obviously dolphins and 00:09:47.440 --> 00:09:49.500 whales and turtles and things get caught in the 00:09:49.500 --> 00:09:51.720 giant nets. Yeah. There's other things that they 00:09:51.720 --> 00:09:53.899 catch them with. So there's more friendly ways 00:09:53.899 --> 00:09:58.700 than others. But so you look up, so saying it's 00:09:58.700 --> 00:10:01.679 dolphin friendly tuna, massive on the can. And 00:10:01.679 --> 00:10:04.419 this is pursin caught. I hope you say that. Sorry, 00:10:04.480 --> 00:10:06.440 I should learn how to say that. Is that the tuna 00:10:06.440 --> 00:10:09.200 brand? No, that's the the way it's caught, the 00:10:09.200 --> 00:10:11.940 method. So no fish aggregating devices and per 00:10:11.940 --> 00:10:16.519 se in court. And the safest method is pole and 00:10:16.519 --> 00:10:18.600 line. Okay. So, you know, is that French for 00:10:18.600 --> 00:10:21.059 pole and line? Is that French? It's French for 00:10:21.059 --> 00:10:24.440 a net. Pretty much. So it's saying we're not 00:10:24.440 --> 00:10:26.379 using fish aggregating devices and it's just 00:10:26.379 --> 00:10:28.200 a nice way of saying something people don't like 00:10:28.200 --> 00:10:30.419 because no one's got to look it up. But it's 00:10:30.419 --> 00:10:32.320 more friendly on the top and it's more, it's 00:10:32.320 --> 00:10:34.659 friendlier. Yeah, definitely. So it's one of 00:10:34.659 --> 00:10:36.690 the better ways to do it. But then there's some 00:10:36.690 --> 00:10:38.830 cans that are more expensive that say pole and 00:10:38.830 --> 00:10:40.809 line caught that are also dolphin friendly, but 00:10:40.809 --> 00:10:43.250 you can't catch a dolphin on a pole and a hook. 00:10:44.190 --> 00:10:45.850 Dolphins know the difference between dead bait 00:10:45.850 --> 00:10:48.350 and live bait and they won't go for dead stuff. 00:10:48.370 --> 00:10:51.210 They're so smart aren't they? And you're not 00:10:51.210 --> 00:10:52.470 catching turtles, you're not catching whales 00:10:52.470 --> 00:10:54.850 with pole and line and you see the videos of 00:10:54.850 --> 00:10:56.110 a bunch of people on the side of the boat just 00:10:56.110 --> 00:10:59.940 going whoop, whoop, whoop with their poles. giant 00:10:59.940 --> 00:11:01.860 tuna over the back, their backs and chuck them 00:11:01.860 --> 00:11:03.940 in the water. That easy. Well, no, you look it 00:11:03.940 --> 00:11:07.519 up. I've never done it. Yeah. So, um, yeah, it's 00:11:07.519 --> 00:11:10.519 an interesting one. Just having that label obviously 00:11:10.519 --> 00:11:13.120 sells a whole lot. Yeah. The dolphin friendly 00:11:13.120 --> 00:11:16.299 because of the emotional. Yeah. Yeah. Correct. 00:11:16.340 --> 00:11:18.399 And then I'll, I'll go. the other way and say, 00:11:18.480 --> 00:11:19.639 you're killing the dolphins because you're not 00:11:19.639 --> 00:11:22.639 using the pole and line court. But most people 00:11:22.639 --> 00:11:25.500 won't look that far in it. They can be covered 00:11:25.500 --> 00:11:28.820 and bossed over. But the best businesses have 00:11:28.820 --> 00:11:30.899 something that's meaningful that people get behind 00:11:30.899 --> 00:11:32.620 and if anyone checks, they go, oh yeah, that 00:11:32.620 --> 00:11:34.320 checks out and they tell everyone and then everyone 00:11:34.320 --> 00:11:36.340 else believes it even more. And then you're in 00:11:36.340 --> 00:11:38.620 your own little spot that's very hard to compete 00:11:38.620 --> 00:11:40.960 with. Very hard for someone to take off for you. 00:11:42.440 --> 00:11:46.759 What was the question? That's a good question. 00:11:48.389 --> 00:11:51.850 Let's talk about why this matters. Or talk about 00:11:51.850 --> 00:11:54.389 why it matters. Well, yes, because customers 00:11:54.389 --> 00:11:58.169 are emotionally driven and they're obviously 00:11:58.169 --> 00:12:01.450 going to connect to the brands that share their 00:12:01.450 --> 00:12:03.309 beliefs. And I guess that comes back to the dolphin. 00:12:03.409 --> 00:12:05.590 Like if you're particularly fond of dolphins, 00:12:05.870 --> 00:12:07.889 the thing I probably caught more into was the 00:12:07.889 --> 00:12:10.730 turtles, obsessed with turtles. And so if someone 00:12:10.730 --> 00:12:13.899 said this is... Killing turtles. Killing turtles, 00:12:14.299 --> 00:12:19.100 I run the other way. Yeah. So yeah, what should 00:12:19.100 --> 00:12:21.080 we be doing to figure it out? Was that the question? 00:12:21.360 --> 00:12:24.639 Yep. Yeah. Okay. So I think I'm looking at what 00:12:24.639 --> 00:12:26.259 your business does or what your business can 00:12:26.259 --> 00:12:29.960 contribute and figure out what that means. So 00:12:29.960 --> 00:12:32.059 I know something we've said here in the past, 00:12:32.279 --> 00:12:34.080 and I'll say potential clients. So we've got 00:12:34.080 --> 00:12:36.240 people that are experienced, we've got people 00:12:36.240 --> 00:12:40.110 that are new. We also have clients that are experienced 00:12:40.110 --> 00:12:41.990 and clients that are new. So we try to mix people 00:12:41.990 --> 00:12:43.750 up along the way. So, you know, if you don't 00:12:43.750 --> 00:12:45.889 need the rolls Royce when you're just starting 00:12:45.889 --> 00:12:48.230 out, but you need good and you need to be quality, 00:12:48.350 --> 00:12:50.789 but we're trying to partner with people. We want 00:12:50.789 --> 00:12:52.870 a good place for our team to work and have a 00:12:52.870 --> 00:12:55.269 good career and learn lots. And we want our clients 00:12:55.269 --> 00:12:58.330 to have a good business, learn lots and be successful. 00:12:59.289 --> 00:13:00.850 And I don't think anyone's ever gone to be, oh 00:13:00.850 --> 00:13:04.919 gee, that's no good. Good feedback if they do. 00:13:05.860 --> 00:13:10.659 Well, that sounds nice Rowan, but what's that 00:13:10.659 --> 00:13:14.519 sort of countering, I guess, and especially in 00:13:14.519 --> 00:13:17.059 this professional place, we want the best. I 00:13:17.059 --> 00:13:18.740 want to deal with the best. Yeah. So you have 00:13:18.740 --> 00:13:20.960 some excellent professionals that deal with a 00:13:20.960 --> 00:13:22.519 lot of people they shouldn't be dealing with. 00:13:22.740 --> 00:13:24.879 They're well outside and they might be paying 00:13:24.879 --> 00:13:26.799 more than they need to just to deal with them. 00:13:27.220 --> 00:13:28.600 There might be they're not getting paid enough 00:13:28.600 --> 00:13:31.720 to do that work. But they come in and say, what 00:13:31.720 --> 00:13:32.759 are you going to do with me? What are you going 00:13:32.759 --> 00:13:35.120 to do for me? Like, why are you the best? Well, 00:13:35.120 --> 00:13:37.620 it's not about that. It's about the result. And 00:13:37.620 --> 00:13:39.960 this is what we're about. Now, do you like that 00:13:39.960 --> 00:13:41.740 or not? And most people go, yeah, that sounds 00:13:41.740 --> 00:13:44.080 fantastic. That's great. Cool. And then it's 00:13:44.080 --> 00:13:45.799 not about what we're doing or how we're doing 00:13:45.799 --> 00:13:47.600 it. Obviously, you've got to have that taken 00:13:47.600 --> 00:13:49.779 care of as well. But that's not the discussion. 00:13:49.860 --> 00:13:52.679 The discussion is, that's fantastic. Yeah, we 00:13:52.679 --> 00:13:55.559 want to be a part of that. So how do you figure 00:13:55.559 --> 00:13:57.539 out yours? It's going, well, what do we like 00:13:57.539 --> 00:13:59.929 and what do we dislike? you know, passionate 00:13:59.929 --> 00:14:02.929 about. So if you're an electrician, are you passionate 00:14:02.929 --> 00:14:06.889 about green energy? Are you passionate about 00:14:06.889 --> 00:14:09.750 cool lighting? You know, because you can do some 00:14:09.750 --> 00:14:12.470 cool lighting stuff these days. Are you passionate 00:14:12.470 --> 00:14:16.990 about comfort? If you're selling chairs, well, 00:14:17.509 --> 00:14:18.789 that sounds pretty boring. I was like, I don't 00:14:18.789 --> 00:14:21.049 want to do examples with chairs. That sounds 00:14:21.049 --> 00:14:25.269 really hard. But it could be, we're passionate 00:14:25.269 --> 00:14:27.850 about comfort. I think, what does that mean? 00:14:28.039 --> 00:14:30.419 Okay, well, most people have whatever couch that 00:14:30.419 --> 00:14:33.320 looks nice, but they have back issues or mobility 00:14:33.320 --> 00:14:36.019 issues. Don't know, you get out of that path. 00:14:37.340 --> 00:14:40.860 So we're about having, you know, the comfiest. 00:14:41.580 --> 00:14:43.980 Our business is about we want you to be as comfortable 00:14:43.980 --> 00:14:48.259 as you can be. And how do we do that? We have 00:14:48.259 --> 00:14:50.399 a range that suits lots of different people's 00:14:50.399 --> 00:14:51.779 lots of different conditions, but we help you 00:14:51.779 --> 00:14:53.940 find that. Not just which one looks cool and 00:14:53.940 --> 00:14:57.860 what color. Yeah. So I guess you can figure that 00:14:57.860 --> 00:15:00.360 out. Ideally, you'd figure it out before you 00:15:00.360 --> 00:15:03.320 started your business, wouldn't you? Or would 00:15:03.320 --> 00:15:09.220 you think people, people would come into it knowing 00:15:09.220 --> 00:15:12.659 that sort of in the back of their mind? Maybe 00:15:12.659 --> 00:15:14.620 a lot of people go into business for freedom, 00:15:14.960 --> 00:15:18.379 for money, you know, more time with family. Yeah, 00:15:18.539 --> 00:15:22.039 let's get the opposite. Yeah. But what I'm, I'm 00:15:22.039 --> 00:15:24.549 trying to play devil's advocate or just sort 00:15:24.549 --> 00:15:28.950 of one of the pushbacks is, um, well, that means 00:15:28.950 --> 00:15:31.809 then I have to change my business model because 00:15:31.809 --> 00:15:35.450 we, I, that's a nice idea. And I want to do that, 00:15:35.450 --> 00:15:38.470 but I then have to change X, Y, and Z, which 00:15:38.470 --> 00:15:40.169 is a lot of time and effort. And I don't have 00:15:40.169 --> 00:15:43.009 time for that. Yep. So what would you say in 00:15:43.009 --> 00:15:45.529 response to that? Well, if you don't have time 00:15:45.529 --> 00:15:47.230 for any of that, then you've basically competing 00:15:47.230 --> 00:15:49.169 with everyone, just providing the service at 00:15:49.169 --> 00:15:50.929 the bottom dollar. You just say, contracted to, 00:15:51.330 --> 00:15:53.120 yeah, we need you to do this. there's nothing 00:15:53.120 --> 00:15:55.299 else. So, you know, if you don't have a bigger 00:15:55.299 --> 00:15:57.700 purpose, like saving the Amazon, it could be 00:15:57.700 --> 00:16:00.059 that we donate to local sporting clubs. Okay, 00:16:00.080 --> 00:16:03.340 well, that's, you can get behind that. If you 00:16:03.340 --> 00:16:06.200 like sport, if you don't, don't. It doesn't have 00:16:06.200 --> 00:16:07.759 to be we're changing the world, but it can be 00:16:07.759 --> 00:16:09.799 changing a community or we commit, you know, 00:16:09.820 --> 00:16:12.659 we have an employee program. We want to be a 00:16:12.659 --> 00:16:14.500 great employer because people have families and 00:16:14.500 --> 00:16:17.120 we want them to have a good job. Yeah, a wide 00:16:17.120 --> 00:16:19.340 range of things, but you ideally can have it 00:16:19.340 --> 00:16:21.120 before it starts because there's no point having 00:16:21.120 --> 00:16:23.750 a business that no one wants to deal with or 00:16:23.750 --> 00:16:25.990 there's not a need for. But if you've already 00:16:25.990 --> 00:16:27.850 started and you don't have it, then it's just 00:16:27.850 --> 00:16:29.750 look at what's important to you or what's important 00:16:29.750 --> 00:16:32.169 to your team. And then how can you integrate 00:16:32.169 --> 00:16:34.690 that into your business? I think a great example 00:16:34.690 --> 00:16:37.190 with the shoe company you just mentioned. You 00:16:37.190 --> 00:16:39.450 want to save the rainforest, we could be a shoe 00:16:39.450 --> 00:16:41.409 company because there's rubber in the rainforest. 00:16:41.690 --> 00:16:43.250 I don't know how they came to it. There's rubber 00:16:43.250 --> 00:16:45.990 trees there. Well, instead of using. chopping 00:16:45.990 --> 00:16:47.509 everything down, putting cows there, which doesn't 00:16:47.509 --> 00:16:49.370 make that much money. We could use rubber that's 00:16:49.370 --> 00:16:51.509 already there, it makes more money. Everyone's 00:16:51.509 --> 00:16:54.490 better off and we can sell shoes. Yep. Fantastic. 00:16:55.149 --> 00:16:56.529 Rather than just looking from the other side 00:16:56.529 --> 00:16:57.870 of the world going, oh, gee, I wish I'd saved 00:16:57.870 --> 00:17:00.929 that, but there was nothing about it. So there's 00:17:00.929 --> 00:17:02.370 two ends of the spectrum there, change your local 00:17:02.370 --> 00:17:04.950 community or change something far away. Yep. 00:17:05.849 --> 00:17:09.549 Yeah, so. I guess the higher purpose definitely 00:17:09.549 --> 00:17:12.049 isn't just some buzzwords that you chuck on the 00:17:12.049 --> 00:17:15.210 wall in the office and hope everyone looks at 00:17:15.210 --> 00:17:18.289 it as they walk past. But it is worth putting 00:17:18.289 --> 00:17:21.609 it together in sentence, paragraph, something 00:17:21.609 --> 00:17:24.150 that you can reflect on and make sure that every 00:17:24.150 --> 00:17:28.470 decision you make aligns with that because I 00:17:28.470 --> 00:17:31.730 guess it's a good, oh, when they say that you 00:17:31.730 --> 00:17:33.490 create a business plan and they want you to make 00:17:33.490 --> 00:17:37.220 the mission and vision. I think we've said before 00:17:37.220 --> 00:17:40.599 in a previous podcast, they seem one of the same 00:17:40.599 --> 00:17:42.420 things. Yeah, it's hard to tell the difference. 00:17:43.460 --> 00:17:45.859 They're technically different, but really. Yeah. 00:17:45.859 --> 00:17:48.339 Yeah. So you put this high purpose together and 00:17:48.339 --> 00:17:52.279 it is a good guide. It's good compass to direct 00:17:52.279 --> 00:17:54.339 your business in a particular way. So if you're 00:17:54.339 --> 00:17:57.539 looking at employing employees and you've got 00:17:57.539 --> 00:18:02.009 a high purpose that... focuses on the Amazon 00:18:02.009 --> 00:18:05.049 rainforest, for example, and your, your employee 00:18:05.049 --> 00:18:09.670 has no interest or opposes that, then they're 00:18:09.670 --> 00:18:12.890 probably not worth employing. So it runs from 00:18:12.890 --> 00:18:15.990 any part of your business from employees to the 00:18:15.990 --> 00:18:17.970 suppliers. You probably won't think you're worth 00:18:17.970 --> 00:18:20.710 working for either. Yeah. But just with the high 00:18:20.710 --> 00:18:22.789 purpose, we jumped into talk to, to the high 00:18:22.789 --> 00:18:24.329 purpose. We didn't explain what it was, but I 00:18:24.329 --> 00:18:26.730 guess it's like a mission or vision, but we prefer 00:18:26.730 --> 00:18:29.349 the high purpose term. Um, because it's like 00:18:29.349 --> 00:18:31.450 what? can your business do even if it's not selling 00:18:31.450 --> 00:18:35.430 chairs? So we sell chairs, but we help business 00:18:35.430 --> 00:18:37.549 owners. So in 50 years time, maybe there's no 00:18:37.549 --> 00:18:39.029 accounts, there's no this, there's no whatever. 00:18:39.450 --> 00:18:41.009 We can still help business owners, right? Because 00:18:41.009 --> 00:18:44.109 there's still going to be business owners. And 00:18:44.109 --> 00:18:46.869 yeah, obviously, the running company can be along 00:18:46.869 --> 00:18:49.230 the lines of saving the rainforest or saving 00:18:49.230 --> 00:18:51.970 the environment, for example. So you don't have 00:18:51.970 --> 00:18:53.549 to sell shoes to do that. You can do it other 00:18:53.549 --> 00:18:55.750 ways, but that's the purpose. So yeah, it's giving 00:18:55.750 --> 00:18:58.250 a guide for you. another reason why you should 00:18:58.250 --> 00:19:00.009 have it. And when people go, oh, I don't know 00:19:00.009 --> 00:19:02.569 how to do blah, blah, blah. Yeah, it's your team. 00:19:03.309 --> 00:19:05.789 So if we can't go and find good staff, that's 00:19:05.789 --> 00:19:07.470 because they're working somewhere else. Why are 00:19:07.470 --> 00:19:08.609 they working somewhere else? Probably because 00:19:08.609 --> 00:19:12.890 they believe in it more. And sports, always a 00:19:12.890 --> 00:19:14.769 good thing to relate to because a lot of people 00:19:14.769 --> 00:19:19.450 understand it. Some people don't, but yeah. But 00:19:19.450 --> 00:19:21.470 a team that has a common purpose is probably 00:19:21.470 --> 00:19:23.930 going to be more successful. Common goal, right? 00:19:24.009 --> 00:19:26.049 It's going to be more successful. Yep. Um, if 00:19:26.049 --> 00:19:27.869 a team's believes that they can get up to the 00:19:27.869 --> 00:19:29.529 next division, that's how, you know, that's what 00:19:29.529 --> 00:19:31.430 we're going to try to change the vision. Cause 00:19:31.430 --> 00:19:32.670 it's going to be huge in the community. Like, 00:19:32.670 --> 00:19:33.690 it's going to be fun. Like we're going to get 00:19:33.690 --> 00:19:35.190 there. Everyone's going to try and get behind 00:19:35.190 --> 00:19:38.009 it. Everyone loves the underdog. Isn't that one 00:19:38.009 --> 00:19:39.750 too? Yep. Yeah. If it's literally a club, we 00:19:39.750 --> 00:19:41.549 rock up, we train, we play like, that's what 00:19:41.549 --> 00:19:44.309 we do. We're just a football club. Like, why 00:19:44.309 --> 00:19:45.809 would you be there instead of somewhere else? 00:19:45.829 --> 00:19:48.089 Yep. So you get a lot of people that will go 00:19:48.089 --> 00:19:49.650 there cause they don't want to have to do all 00:19:49.650 --> 00:19:51.450 the extra effort. They don't want to train hard. 00:19:51.869 --> 00:19:53.609 So you get all that and they're off. We can't 00:19:53.609 --> 00:19:55.029 get those good people. It's not going to happen. 00:19:55.029 --> 00:19:56.869 They're not out there. That's what they'll be 00:19:56.869 --> 00:19:58.910 thinking. Yep. But then that's because all the 00:19:58.910 --> 00:20:02.069 other people don't want to go there. Yep. Yeah. 00:20:02.230 --> 00:20:03.250 And they're not going to go tell you that are 00:20:03.250 --> 00:20:06.990 they? No, but it would be, even if they don't 00:20:06.990 --> 00:20:10.750 realize it themselves, it'll be a subconscious 00:20:10.750 --> 00:20:15.170 decision that they make. Yeah. I actually had 00:20:15.170 --> 00:20:17.289 an experience with that over the weekend, our 00:20:17.289 --> 00:20:19.609 football club. celebrated there a hundred years, 00:20:20.329 --> 00:20:22.890 um, and in the room sold out tickets and there 00:20:22.890 --> 00:20:26.710 was people from all walks of life. And, um, there 00:20:26.710 --> 00:20:29.509 was very much a common theme of why people were 00:20:29.509 --> 00:20:31.829 there supporting for such a long time. I mean, 00:20:32.329 --> 00:20:35.650 one person was on the committee for over 40 years, 00:20:35.650 --> 00:20:37.990 I think, and there's a reason that they stick 00:20:37.990 --> 00:20:41.990 around. And that's that, in this case, common 00:20:41.990 --> 00:20:44.190 theme of my understanding is the people, which 00:20:44.190 --> 00:20:46.809 being a part of that football club is very. There's 00:20:46.809 --> 00:20:49.930 a large community. Yeah. Huge community. Um, 00:20:50.430 --> 00:20:53.569 and yeah, it's a bit, um, people want to stay 00:20:53.569 --> 00:20:57.009 around and that's what builds it. And so you 00:20:57.009 --> 00:20:59.069 could compare that to maybe a different football 00:20:59.069 --> 00:21:02.039 club that. Yeah, people turn up and just want 00:21:02.039 --> 00:21:03.839 to play football. I argue most clubs would be 00:21:03.839 --> 00:21:05.599 like that though. Yeah, yeah. And that's the 00:21:05.599 --> 00:21:07.200 thing, the people there would have that connection 00:21:07.200 --> 00:21:08.920 to the community or the club, they have that 00:21:08.920 --> 00:21:10.839 purpose, together we're achieving something or 00:21:10.839 --> 00:21:12.200 if I don't do it, no one else will do it, but 00:21:12.200 --> 00:21:14.740 we need to do it. Yeah. And we sort of lose that 00:21:14.740 --> 00:21:15.980 in business because it's about the business side 00:21:15.980 --> 00:21:17.819 of making money. Yeah. As far as that means to 00:21:17.819 --> 00:21:20.559 anyone, nothing. So then why would they stick 00:21:20.559 --> 00:21:23.839 around? Yeah. No reason. So we're just trying 00:21:23.839 --> 00:21:27.450 to capture that. Yeah. Yeah, so. When you put 00:21:27.450 --> 00:21:31.589 this higher purpose together, you need to focus 00:21:31.589 --> 00:21:36.910 on not the business that you feel people want 00:21:36.910 --> 00:21:41.349 to have. It needs to be your, so for example, 00:21:41.609 --> 00:21:45.250 you can't, don't be swayed by what people feel 00:21:45.250 --> 00:21:48.910 the need is, if that makes sense. So I'm not 00:21:48.910 --> 00:21:50.869 going to shape my higher purpose around what 00:21:50.869 --> 00:21:54.809 I think you think I should be doing. You've got 00:21:54.809 --> 00:21:57.470 to agree with it, I guess. Well, but then wouldn't 00:21:57.470 --> 00:22:00.450 you make your business model? You want to make 00:22:00.450 --> 00:22:02.109 it around customers? It's a great idea. You want 00:22:02.109 --> 00:22:03.329 to make it around your customers too, though? 00:22:03.609 --> 00:22:07.849 It would, but if you're not living it out. You've 00:22:07.849 --> 00:22:09.710 got to believe in it. Yeah, there's got to be 00:22:09.710 --> 00:22:11.490 some sort of integrity behind it. It's no point 00:22:11.490 --> 00:22:13.380 having a business that you don't want to. be 00:22:13.380 --> 00:22:15.079 involved with. So I think it's finding a purpose 00:22:15.079 --> 00:22:16.779 that people believe in, that you also believe 00:22:16.779 --> 00:22:18.859 in. You know, you can make some change with that. 00:22:19.119 --> 00:22:20.380 Whereas if you, if you, it doesn't matter how 00:22:20.380 --> 00:22:22.500 well you love it, if no one else loves it, there's 00:22:22.500 --> 00:22:24.660 no business, right? But yeah, what you're saying 00:22:24.660 --> 00:22:27.619 is you want it to be authentic. So it needs to 00:22:27.619 --> 00:22:30.559 be backed by you actually believe it. Yeah. And 00:22:30.559 --> 00:22:32.680 then your team, like team members will believe 00:22:32.680 --> 00:22:40.160 it. Yeah. So Cinex take Cinex? Cinex? We should 00:22:40.160 --> 00:22:44.109 learn how to say things. Not at all for some 00:22:44.109 --> 00:22:46.549 internal feedback. That's okay for each other. 00:22:47.730 --> 00:22:53.049 Um, his takeaway, uh, yes. The goal is not to 00:22:53.049 --> 00:22:55.829 do business with people who need what you have. 00:22:55.950 --> 00:22:58.569 The goal is to do business with people who believe 00:22:58.569 --> 00:23:02.759 what you believe, which I think sums it up. Yeah. 00:23:03.059 --> 00:23:06.380 Perfectly from the man himself. Um, I had a client, 00:23:06.920 --> 00:23:09.920 uh, well, we have a client and, um, a friend, 00:23:09.960 --> 00:23:11.980 a friend came around and they're looking at the 00:23:11.980 --> 00:23:13.599 solar Pagola, which I think it's been on another 00:23:13.599 --> 00:23:15.480 podcast, but there's a solar Pagola. It's a Pagola 00:23:15.480 --> 00:23:16.980 in the backyard. It's got solar panels on the 00:23:16.980 --> 00:23:18.880 top. It's just makes more sense than having a 00:23:18.880 --> 00:23:21.720 Pagola without solar in a solar system. Solar 00:23:21.720 --> 00:23:24.730 Pagola. won an award and um he's looking at he's 00:23:24.730 --> 00:23:26.470 asked me questions about and he's really interested 00:23:26.470 --> 00:23:29.230 and he's an electrician and he goes oh who did 00:23:29.230 --> 00:23:32.049 it i told him the company and uh he goes oh yeah 00:23:32.049 --> 00:23:33.569 i was looking at them i've heard they're gonna 00:23:33.569 --> 00:23:35.809 they really believe in this renewal energy stuff 00:23:35.809 --> 00:23:37.650 and i read and this other company doesn't look 00:23:37.650 --> 00:23:41.490 after their stuff that's a short story and um 00:23:41.490 --> 00:23:43.789 i didn't say anything because don't want to be 00:23:43.789 --> 00:23:45.349 biased or influenced and i like to hear what 00:23:45.349 --> 00:23:48.849 people say um unfiltered but that's a great example 00:23:48.849 --> 00:23:54.019 of it that they believe in that. That's the first 00:23:54.019 --> 00:23:56.359 thing they mentioned. Not, oh yeah, they sell 00:23:56.359 --> 00:23:58.440 lights. He's gone, oh yeah, I'm going to deal 00:23:58.440 --> 00:23:59.980 with it because I've heard this, you know, I 00:23:59.980 --> 00:24:01.259 think they really believe that. So I'm going 00:24:01.259 --> 00:24:02.619 to go down that path. There's nothing to do with, 00:24:02.700 --> 00:24:04.960 I'm going to price check them or it's gotta be 00:24:04.960 --> 00:24:08.859 reasonable. Yeah, a hundred percent. So pretty 00:24:08.859 --> 00:24:14.359 nice. Yep. Yeah. It's a good, um, good practice, 00:24:14.359 --> 00:24:17.819 I guess, if things are feeling a little bit chaotic 00:24:17.819 --> 00:24:20.119 or you're not really sure of the direction, sit 00:24:20.119 --> 00:24:22.400 down and. think about the way that you want the 00:24:22.400 --> 00:24:24.559 business ahead and what you believe in. The impact 00:24:24.559 --> 00:24:27.079 it's going to have. Yeah. And I think, yeah, 00:24:27.079 --> 00:24:28.799 if you can look at that from that point, what 00:24:28.799 --> 00:24:30.980 impact is the business having on the world as 00:24:30.980 --> 00:24:32.740 a whole? If you can get that right, the rest 00:24:32.740 --> 00:24:35.220 will follow pretty well. You'll find team members 00:24:35.220 --> 00:24:36.859 that believe and they're happy to help and put 00:24:36.859 --> 00:24:38.480 in an extra effort. You'll find customers that, 00:24:38.480 --> 00:24:40.460 you know, we're happy to pay and we actually 00:24:40.460 --> 00:24:43.039 appreciate what you do. And if you're in a position 00:24:43.039 --> 00:24:44.420 where you're like, oh, that's too far a jump, 00:24:44.460 --> 00:24:46.160 like we don't make money and no one wants to 00:24:46.160 --> 00:24:48.380 work for us and it's all horrible. you definitely 00:24:48.380 --> 00:24:50.400 can't do that. So you already know that's not 00:24:50.400 --> 00:24:52.420 working, so that's probably more reason to change. 00:24:53.880 --> 00:24:57.039 Yeah. Oh, Simon also talks about the law of diffusion 00:24:57.039 --> 00:25:02.680 innovation. Tell more. In his talk, so basically 00:25:02.680 --> 00:25:06.440 we've got a bit of a bell curve on a graph that 00:25:06.440 --> 00:25:09.779 you've got the early majority and the late majority 00:25:09.779 --> 00:25:11.460 when we're talking about customers and people 00:25:11.460 --> 00:25:15.329 adopting new technology. So the further along 00:25:15.329 --> 00:25:17.210 the curve of the people that don't change unless 00:25:17.210 --> 00:25:19.430 they have to. So, you know, my auntie back in 00:25:19.430 --> 00:25:21.549 the day, I bought her a mobile phone for Christmas 00:25:21.549 --> 00:25:23.769 and she cried and got really upset because she 00:25:23.769 --> 00:25:27.049 didn't want one. But everyone, everyone had one. 00:25:29.220 --> 00:25:30.880 She's still using the landline. Like it's not 00:25:30.880 --> 00:25:33.460 even a thing then. So she's, she was on the, 00:25:33.460 --> 00:25:35.339 the laggards. Then she still had a, I can't remember 00:25:35.339 --> 00:25:36.980 what they're called, but the washing machine 00:25:36.980 --> 00:25:38.880 is just open top and just goes swish, swish, 00:25:38.920 --> 00:25:40.519 swish. And then it's got a roller out the side. 00:25:40.599 --> 00:25:42.019 You put the clothes through to ring them out. 00:25:42.140 --> 00:25:44.380 It doesn't even spin, you know? She's still, 00:25:44.380 --> 00:25:46.380 still washing with that. Just getting parts made 00:25:46.380 --> 00:25:49.160 for it. To this day. Pretty sure. Yeah. Impressive. 00:25:49.180 --> 00:25:50.880 It was five years ago. Commitment. Two years 00:25:50.880 --> 00:25:53.339 ago, actually. Yeah. So it gets parts made for 00:25:53.339 --> 00:25:55.279 it. Cause I don't make the parts anymore. Yep. 00:25:56.919 --> 00:25:58.740 Anyway, but on the other end of the bell curve 00:25:58.740 --> 00:26:03.079 before the early majority, you've got the innovators 00:26:03.079 --> 00:26:07.059 and early adopters. So they're the people that 00:26:07.059 --> 00:26:10.119 want to try the newest gadgets. Yeah, well, that's 00:26:10.119 --> 00:26:11.619 cool. We just want to show off what we want to 00:26:11.619 --> 00:26:13.240 try. We want to be first with lots of different 00:26:13.240 --> 00:26:15.200 reasons, but there's a very small, especially 00:26:15.200 --> 00:26:17.880 there's like 0 .5 and it's followed by a 2 .5%. 00:26:17.880 --> 00:26:21.099 Very small number of people, but they're not 00:26:21.099 --> 00:26:23.880 buying the product. the chair, same as everyone 00:26:23.880 --> 00:26:27.180 else, they're buying the latest TV. He talks 00:26:27.180 --> 00:26:28.960 about the flat -screen TV and they just talk 00:26:28.960 --> 00:26:31.880 about the latest drone or the newest phone or 00:26:31.880 --> 00:26:38.240 whatever feature you want. And so they buy into 00:26:38.240 --> 00:26:41.099 why you do something and where we're going to 00:26:41.099 --> 00:26:44.119 go, what we believe in, and then a lot of the 00:26:44.119 --> 00:26:46.859 mainstream then follow. So you need, I know a 00:26:46.859 --> 00:26:49.569 friend who has that. If it's the newest, latest 00:26:49.569 --> 00:26:50.710 thing, they'll be like, oh, I don't know what 00:26:50.710 --> 00:26:52.569 that is. I don't trust it. I don't believe it. 00:26:53.049 --> 00:26:54.910 I'll let someone else. Yeah, it might go away. 00:26:54.990 --> 00:26:57.029 It might not be a thing. But then once you start 00:26:57.029 --> 00:26:59.589 seeing people pick stuff up, then, oh, my friend 00:26:59.589 --> 00:27:01.589 has that. Everyone's got that. And then this 00:27:01.589 --> 00:27:04.289 large chunk of people follows through. So it's 00:27:04.289 --> 00:27:06.210 another reason he talks about why you need to 00:27:06.210 --> 00:27:07.890 sort of understand your why. You need to have 00:27:07.890 --> 00:27:09.390 those people that are going to lead the way and 00:27:09.390 --> 00:27:11.329 be accustomed with you and try that new service 00:27:11.329 --> 00:27:13.809 and give you a whirl and they'll promote you 00:27:13.809 --> 00:27:18.480 to everyone else. But the general thing is we're 00:27:18.480 --> 00:27:21.160 not marketing to everyone, we're marketing to 00:27:21.160 --> 00:27:28.399 those who will believe on what we believe. in 00:27:28.399 --> 00:27:31.440 his explanation or in his book, because he does 00:27:31.440 --> 00:27:33.059 have an entire book. So if you're interested, 00:27:33.240 --> 00:27:34.660 go have a read. He's pretty well out of his TED 00:27:34.660 --> 00:27:38.579 Talk. Yeah, out of his TED Talk. He does also 00:27:38.579 --> 00:27:41.640 talk about, I guess, the biology behind it with 00:27:41.640 --> 00:27:44.740 the limbic brain and everything like that. Talks 00:27:44.740 --> 00:27:46.920 about the Wright brothers and flying. He might 00:27:46.920 --> 00:27:48.759 as well have a listen to it. He says this whole 00:27:48.759 --> 00:27:51.400 thing is a lot better than we have. Yeah, he's 00:27:51.400 --> 00:27:54.910 very talented. Yeah, so I guess there's more 00:27:54.910 --> 00:27:57.609 information that can come with all of this. And 00:27:57.609 --> 00:28:01.430 if you want to know the science behind it, we 00:28:01.430 --> 00:28:04.190 can write that out in one of our knowledge posts 00:28:04.190 --> 00:28:09.650 on the website. But yeah, this is very important 00:28:09.650 --> 00:28:12.329 to help direct your business and I guess ensure 00:28:12.329 --> 00:28:16.670 or give you the best chance of longevity. So 00:28:16.670 --> 00:28:19.390 have a read. We'll add some more information 00:28:19.390 --> 00:28:22.130 in the notes and also have some more information 00:28:22.130 --> 00:28:25.230 on our website. But we'll be talking to you soon.