How To Be The ONLY Game in Town

1 00:00:12,334 --> 00:00:15,634 Welcome to the sell the sizzle podcast. 2 00:00:16,335 --> 00:00:22,920 If you need to sell an idea, a product or a service, this is the show for you. 3 00:00:22,920 --> 00:00:29,135 We're gonna be sharing sales secrets so you can be a sizzling success Let's go. 4 00:00:35,329 --> 00:00:36,310 Alright, scissors. 5 00:00:36,369 --> 00:00:37,909 Welcome to another show. 6 00:00:39,010 --> 00:00:40,450 I'm so excited today. 7 00:00:40,450 --> 00:00:45,075 We have a luminary in our midst Mister Roy Ozeng. 8 00:00:46,015 --> 00:00:49,475 He is the author of 7 books. 9 00:00:50,229 --> 00:00:53,109 On the theme of be different or be dead. 10 00:00:53,109 --> 00:00:59,369 He's an audacious character, but this audaciousness is not built on mere words. 11 00:00:59,745 --> 00:01:06,859 He's put them into practice, and he built a $1,000,000,000 company from scratch using 12 00:01:06,859 --> 00:01:07,260 goals. 13 00:01:07,260 --> 00:01:12,700 So we're gonna pick his brain today and learn what audacious means, why it's important to be 14 00:01:12,700 --> 00:01:19,034 different and how we can have successful careers and businesses by being bold and 15 00:01:19,034 --> 00:01:19,534 audacious. 16 00:01:19,594 --> 00:01:21,515 So Roy, welcome to this year. 17 00:01:21,515 --> 00:01:22,019 I'm you. 18 00:01:22,019 --> 00:01:22,599 Thank you, Mick. 19 00:01:22,739 --> 00:01:24,579 And, Edison, I'm honored to be here. 20 00:01:24,579 --> 00:01:25,399 Believe me. 21 00:01:26,180 --> 00:01:32,694 And I understand your your calling us from a very, cool Vancouver today. 22 00:01:33,155 --> 00:01:33,555 Yes. 23 00:01:33,555 --> 00:01:36,034 Cool from a temperature and weather perspective. 24 00:01:36,034 --> 00:01:40,194 I don't know about the other perspective, but, yeah, it's typical, winter weather here 25 00:01:40,194 --> 00:01:40,674 raining. 26 00:01:40,674 --> 00:01:41,490 So Okay. 27 00:01:41,490 --> 00:01:43,909 I'm happy to have a warm conversation with you. 28 00:01:44,049 --> 00:01:44,370 Alright. 29 00:01:44,370 --> 00:01:47,010 Well, you've got that beautiful Canadian lill. 30 00:01:47,010 --> 00:01:52,015 Tell us a little bit about your background so the audience can, get to appreciate you a 31 00:01:52,015 --> 00:01:52,915 little bit, Roy. 32 00:01:52,974 --> 00:01:53,215 Yeah. 33 00:01:53,215 --> 00:01:57,234 So, you know, I'm, born and raised in in the province of British Columbia. 34 00:01:57,769 --> 00:02:03,849 And went to university at the went to university at UBC in Vancouver and started work 35 00:02:03,849 --> 00:02:04,890 a long time ago. 36 00:02:04,890 --> 00:02:07,229 I've been doing this stuff for, like, 40 years. 37 00:02:07,634 --> 00:02:13,814 And I would say strategically meandered around an organization, an a telecom company, 38 00:02:13,875 --> 00:02:19,330 actually, that at the time was a monopoly that started going through incredible, a 39 00:02:19,330 --> 00:02:22,629 metamorphosis relative to competition, etcetera. 40 00:02:23,355 --> 00:02:29,594 And I I'm kinda like one of those, like, spot something that needs a discontinuity injected 41 00:02:29,594 --> 00:02:30,210 in it. 42 00:02:30,290 --> 00:02:33,650 And just go do it because the business needs to change. 43 00:02:33,650 --> 00:02:35,889 So I've always been that kind of a change agent. 44 00:02:35,889 --> 00:02:40,495 Hence, I think the the sort of mantra be different or be dead, it grad gradually 45 00:02:40,555 --> 00:02:40,794 evolved. 46 00:02:40,794 --> 00:02:45,775 I mean, I didn't call it at that at the time because I didn't know it, but, upon reflection, 47 00:02:46,680 --> 00:02:49,159 And so I worked around and did a lot of things. 48 00:02:49,159 --> 00:02:50,939 I was kind of a utility dude. 49 00:02:51,000 --> 00:02:54,199 Whenever there was a problem, whenever there's something that needed to be done in the 50 00:02:54,199 --> 00:02:58,905 organization, they'd always call me in single it, which was kinda cool because that gave me 51 00:02:58,905 --> 00:02:59,944 the practical bent. 52 00:02:59,944 --> 00:03:02,125 I think that Holly, really worked for me. 53 00:03:02,264 --> 00:03:07,659 And so that it gradually led to, the business changing, becoming highly competitive, much 54 00:03:07,659 --> 00:03:11,199 more concerned about customers and customer service and marketing. 55 00:03:11,500 --> 00:03:17,834 And they asked me to lead this new initiative into the internet space, which I did. 56 00:03:17,834 --> 00:03:20,655 And it was incredible, and it was that experience. 57 00:03:21,754 --> 00:03:27,080 It really taught me a lot more leveraged on what I've done in the past around this whole 58 00:03:27,080 --> 00:03:28,300 differentiation piece. 59 00:03:28,439 --> 00:03:32,599 And, yeah, gradually got us to, a $1,000,000,000 in annual sales, Mick, and I 60 00:03:32,599 --> 00:03:37,284 gotta tell you, I get every time I say that I get goosebumps because if we didn't know it at 61 00:03:37,284 --> 00:03:41,224 the time, all we knew was that the opportunity was huge. 62 00:03:41,389 --> 00:03:43,810 And how can we take advantage of that opportunity? 63 00:03:43,870 --> 00:03:47,969 And so as a team, we just kind of figured it out on the run. 64 00:03:48,189 --> 00:03:52,275 You know, and for those of you out there that think you know, getting that extraordinary 65 00:03:52,574 --> 00:03:54,674 amount of growth is all about vision. 66 00:03:55,055 --> 00:03:55,954 It's not. 67 00:03:56,254 --> 00:04:03,060 It's about having the tenacity, the perseverance, the emotional fortitude and DNA 68 00:04:03,120 --> 00:04:07,120 around being different running through your veins every day that eventually gets you there. 69 00:04:07,120 --> 00:04:09,060 And then you look back and you go, wow. 70 00:04:09,704 --> 00:04:11,324 Look what we did together. 71 00:04:11,625 --> 00:04:13,064 And so Wow. 72 00:04:13,064 --> 00:04:13,344 Yeah. 73 00:04:13,625 --> 00:04:14,125 Exactly. 74 00:04:14,344 --> 00:04:20,849 1st perseverance to necessity, fortitude, Oh, it sounds like hard work, Roy, but 75 00:04:23,550 --> 00:04:25,949 I mean, it's it's it's absolutely true. 76 00:04:25,949 --> 00:04:27,970 I mean, people will say, well, what was your strategy? 77 00:04:28,064 --> 00:04:32,404 Well, I had to create my own strategy process, which we can talk about if you want, because 78 00:04:32,704 --> 00:04:39,230 Pedantic traditional strategic planning as far as I'm concerned is is is just doesn't work in 79 00:04:39,230 --> 00:04:43,170 the real world, okay, because it's not for execution focused. 80 00:04:43,470 --> 00:04:49,014 And so what I learned is look at To get where you need to get to, to take advantage of the 81 00:04:49,014 --> 00:04:55,230 dynamics that are impacting you every day, you have to have your mind in body executing all 82 00:04:55,230 --> 00:04:55,889 the time. 83 00:04:56,029 --> 00:04:57,949 You can't be pondering a whole lot. 84 00:04:57,949 --> 00:05:03,645 If you ponder, you die, okay, because action and results doesn't come from the intellect. 85 00:05:03,785 --> 00:05:05,625 It comes from the right side of the brain. 86 00:05:05,625 --> 00:05:10,620 It comes from the guts, from people doing things, and Holly leadership, The biggest 87 00:05:10,620 --> 00:05:13,339 challenge I had was to light fires in people. 88 00:05:13,339 --> 00:05:15,259 People say to me, what's your leadership style? 89 00:05:15,259 --> 00:05:16,480 Is it lighting fires? 90 00:05:16,620 --> 00:05:17,180 That's it. 91 00:05:17,180 --> 00:05:18,160 I light fires. 92 00:05:18,295 --> 00:05:21,175 And there's a whole bunch of cool ways that we we tried to do that. 93 00:05:21,175 --> 00:05:28,000 But once you get people lit up, right, to accomplish a a a goal, and just help them along 94 00:05:28,000 --> 00:05:28,480 the way. 95 00:05:28,480 --> 00:05:31,139 It's amazing what you can achieve. 96 00:05:31,600 --> 00:05:34,165 So so give us a little bit of a active? 97 00:05:34,165 --> 00:05:37,525 You must when was it you started this internet business? 98 00:05:37,525 --> 00:05:38,905 What was the time frame? 99 00:05:39,525 --> 00:05:43,579 So in the spirit of total disclosure, it was an early stage. 100 00:05:43,579 --> 00:05:43,980 Okay? 101 00:05:43,980 --> 00:05:49,839 So so we came out of a telephone company environment where we had a data business. 102 00:05:50,564 --> 00:05:50,884 Okay. 103 00:05:50,884 --> 00:05:52,404 It wasn't an internet business. 104 00:05:52,404 --> 00:05:58,985 It was it was a traditional data business with with, a certain amount of, of of momentum. 105 00:05:59,990 --> 00:06:01,129 On that side. 106 00:06:01,430 --> 00:06:07,600 What we did is we picked that up, okay, with IP technology and the whole internet application 107 00:06:07,600 --> 00:06:10,204 space, and basically lifted it up. 108 00:06:10,204 --> 00:06:15,404 So the trajectory that we were on was kinda like a linear line, and we introduced a 109 00:06:15,404 --> 00:06:17,584 discontinuity that drove a step function. 110 00:06:18,250 --> 00:06:22,910 To the growth and just picked it up by by doing a whole bunch of other things. 111 00:06:23,209 --> 00:06:29,334 The the the date I mean, the the the date of business when I got it in in about, I don't 112 00:06:29,334 --> 00:06:32,074 know, it it was probably in the year 2000. 113 00:06:32,774 --> 00:06:35,595 I mean, it had attraction with a customer set. 114 00:06:35,729 --> 00:06:40,449 But it was a very neophyte customer set that we used to kinda like food and empty. 115 00:06:40,449 --> 00:06:44,129 Back in 2000, it was just post the, dot com boom. 116 00:06:44,129 --> 00:06:44,629 Right? 117 00:06:44,784 --> 00:06:45,024 Yeah. 118 00:06:45,024 --> 00:06:48,164 It was just well, it was just kinda like on the cusp. 119 00:06:48,384 --> 00:06:48,544 Right? 120 00:06:48,544 --> 00:06:50,464 And we're just kinda moving into that. 121 00:06:50,464 --> 00:06:52,245 Very, very, very I mean, you were pioneering. 122 00:06:52,544 --> 00:06:58,420 I mean, you were almost like Alexander Graham Bell with the telephone, the next version of is 123 00:06:58,420 --> 00:06:59,620 taking over the internet. 124 00:06:59,620 --> 00:07:00,680 I mean, you're right. 125 00:07:00,899 --> 00:07:07,345 You know, I it was a matter of of harnessing the technology, and figuring out a way that we 126 00:07:07,345 --> 00:07:11,044 could employ it, okay, in a way that people cared about. 127 00:07:11,349 --> 00:07:13,349 And that's something I wanna underscore here. 128 00:07:13,349 --> 00:07:18,870 This whole notion of, like, I get asked, well, you know, is technology the big challenge is 129 00:07:18,870 --> 00:07:19,509 social media? 130 00:07:19,509 --> 00:07:24,504 And I keep saying, look at If you don't have a strategic context within which you operate, 131 00:07:24,805 --> 00:07:26,904 then none of those tactical things matter. 132 00:07:27,125 --> 00:07:34,460 So we had to build a ta a strategic context within which the new technology made sense in a 133 00:07:34,460 --> 00:07:35,795 way that people cared about. 134 00:07:35,795 --> 00:07:40,514 And so it was all solutions oriented, and we came up with this notion of marketing to 135 00:07:40,514 --> 00:07:42,375 cravings as opposed to needs. 136 00:07:42,810 --> 00:07:48,410 The whole notion there was, everybody typically has their needs satisfied and is very 137 00:07:48,410 --> 00:07:48,910 competitive. 138 00:07:49,050 --> 00:07:51,470 Lots of lots of competitors, very price sensitive. 139 00:07:51,805 --> 00:07:57,164 But if we can figure out what people crave, that space is not price sensitive, because 140 00:07:57,164 --> 00:08:01,164 people are willing to pay premium prices for what they care about, what they covet, what 141 00:08:01,164 --> 00:08:05,029 they what they lust for, and there's very few competitors in there. 142 00:08:05,169 --> 00:08:09,349 And so we were heavily focused on the individual in the business. 143 00:08:09,854 --> 00:08:15,214 Not necessarily okay on on pushing the technology because we didn't believe in pushing 144 00:08:15,214 --> 00:08:15,714 anything. 145 00:08:15,854 --> 00:08:18,014 There's so many product pushers out there today. 146 00:08:18,014 --> 00:08:19,074 It's it's tough. 147 00:08:19,259 --> 00:08:22,720 Or they lose sense of what the demand side of the equation looks like. 148 00:08:22,779 --> 00:08:29,384 And so we tried to figure out beyond the fact that they needed a connection right, with a 149 00:08:29,425 --> 00:08:34,065 with this new network, this new internet protocol network to do business, we tried to 150 00:08:34,065 --> 00:08:37,044 figure out what that person making the decision actually craved. 151 00:08:37,639 --> 00:08:38,840 What was missing them up at 152 00:08:38,840 --> 00:08:39,240 night? 153 00:08:39,240 --> 00:08:40,139 This is beautiful. 154 00:08:40,440 --> 00:08:42,860 I've never heard anybody talk about cravings. 155 00:08:43,879 --> 00:08:51,804 So cravings rather than me I mean, it's it's much more Mick prime primordial, isn't it? 156 00:08:51,804 --> 00:08:59,149 It appeals to that lizard brain, that emotional sense, you're tapping into, you know, an inner 157 00:08:59,149 --> 00:08:59,629 desire. 158 00:08:59,629 --> 00:09:05,524 So tell tell me more about how how would we how would how did you you know, identify those 159 00:09:05,524 --> 00:09:11,865 cravings and how could our listeners identify the cravings of their potential customers? 160 00:09:12,269 --> 00:09:14,049 So so let me give you an example. 161 00:09:14,350 --> 00:09:14,669 Okay. 162 00:09:14,669 --> 00:09:20,370 I mean, I just recently completed an engagement with a boat company in Ontario, Canada. 163 00:09:21,075 --> 00:09:25,475 They wanted me to help them with their strategy, and I've created this strategic game 164 00:09:25,475 --> 00:09:31,459 planning process that we can literally do for any organization in 48 hours It's fast. 165 00:09:31,459 --> 00:09:32,019 It's fun. 166 00:09:32,019 --> 00:09:33,799 It's simple, and it's not expensive. 167 00:09:34,019 --> 00:09:39,294 And you can hit the bricks running, okay, executing this puppy in the 49th hour. 168 00:09:39,294 --> 00:09:40,475 So they asked me to come Mick. 169 00:09:40,654 --> 00:09:45,714 And what they wanted was they were having trouble getting some growth, right, momentum. 170 00:09:46,190 --> 00:09:47,710 And so we went through the process. 171 00:09:47,710 --> 00:09:53,445 So part of the process that I use is, first of all, to define how big you wanna be, that's 172 00:09:53,445 --> 00:09:56,565 what's your top line revenue growth goals are in 24 months? 173 00:09:56,565 --> 00:10:00,565 This is not a 5 year plan because I don't believe in them because a 4th year never shows 174 00:10:00,565 --> 00:10:01,059 up. 175 00:10:01,220 --> 00:10:05,720 So if you wanna be execution focused, you gotta bring the time horizon in. 176 00:10:05,860 --> 00:10:06,179 Okay. 177 00:10:06,179 --> 00:10:10,774 And you're gonna learn on the run in terms of where you've basically end up. 178 00:10:10,774 --> 00:10:13,815 So it's it's it's like how big, which is top line. 179 00:10:13,815 --> 00:10:14,774 It's not net income. 180 00:10:14,774 --> 00:10:15,495 It's top line. 181 00:10:15,495 --> 00:10:18,730 Who are you gonna serve asked the question, where are you gonna get the money? 182 00:10:18,730 --> 00:10:23,930 And this is about identifying customer groups with a latent potential to give you that, how 183 00:10:23,930 --> 00:10:24,355 big? 184 00:10:24,355 --> 00:10:25,714 You're not going after the market. 185 00:10:25,714 --> 00:10:31,154 You're gonna try and focus yourself down into specific definable customer groups that have 186 00:10:31,154 --> 00:10:32,454 that demand potential. 187 00:10:32,629 --> 00:10:36,230 That's what you want because you don't have unlimited resources, time, and money. 188 00:10:36,230 --> 00:10:36,389 Right? 189 00:10:36,389 --> 00:10:37,850 So you wanna be really focused. 190 00:10:38,149 --> 00:10:42,570 The third question is, how are you gonna compete and win in those customer groups? 191 00:10:43,414 --> 00:10:49,274 The piece of that that we do is we take a deep dive into the who, into those customer groups, 192 00:10:49,334 --> 00:10:51,195 and try and figure out what they crave. 193 00:10:51,860 --> 00:10:54,660 So part of the process is basically doing that. 194 00:10:54,660 --> 00:10:56,259 It's like I don't care what they need. 195 00:10:56,259 --> 00:10:56,500 Okay. 196 00:10:56,500 --> 00:11:01,754 So if we go back to the boat dealer, This was a really interesting process because every one of 197 00:11:01,754 --> 00:11:06,014 the the people in the room, including the CEO, said, we sell boats. 198 00:11:06,235 --> 00:11:07,860 That's the business that they're in. 199 00:11:07,860 --> 00:11:14,259 And so I'm trying to pressure them to actually create an only position in the market, which is 200 00:11:14,259 --> 00:11:15,480 my way of differentiation. 201 00:11:16,184 --> 00:11:17,485 To get rid of the claptrap. 202 00:11:17,625 --> 00:11:18,664 Like, we're the best. 203 00:11:18,664 --> 00:11:19,304 We're better. 204 00:11:19,304 --> 00:11:20,184 We're number 1. 205 00:11:20,184 --> 00:11:21,404 They don't mean anything. 206 00:11:21,704 --> 00:11:23,865 So I've created this process called the only. 207 00:11:23,865 --> 00:11:26,960 You wanna be the only one that does what you do. 208 00:11:27,340 --> 00:11:32,860 That's the purpose of the only statement, and that's, in my my view, in my experience, the 209 00:11:32,860 --> 00:11:35,235 ultimate manifestation of being different. 210 00:11:35,315 --> 00:11:38,454 Of having a differential advantage is to be the only one. 211 00:11:38,674 --> 00:11:40,274 So we set apart this. 212 00:11:40,274 --> 00:11:42,294 Just let me stop you there, Roy. 213 00:11:42,595 --> 00:11:46,529 A quote I once heard about the the grateful dead. 214 00:11:47,230 --> 00:11:48,350 I don't know if you heard it. 215 00:11:48,350 --> 00:11:49,549 Jerry Garcia said Of 216 00:11:49,549 --> 00:11:50,269 course, I have. 217 00:11:50,269 --> 00:11:52,595 You don't want merely to be the best of the best. 218 00:11:52,595 --> 00:11:53,954 You wanna be the only one. 219 00:11:53,954 --> 00:11:55,334 Only what you do. 220 00:11:55,714 --> 00:11:58,534 Now Jerry unfortunately copied that from me. 221 00:11:58,674 --> 00:12:01,334 He actually read my stuff later on in life. 222 00:12:02,480 --> 00:12:06,799 But, you know, the true the truth of the matter is we could talk about the dead for a whole 223 00:12:06,799 --> 00:12:11,345 other show, but the truth of the matter is I stumble on this quote years after I was 224 00:12:11,345 --> 00:12:16,404 actually working on this, and I said, finally, I get retrospective validation. 225 00:12:17,399 --> 00:12:18,220 From Jerry. 226 00:12:18,279 --> 00:12:20,033 And I was so Holly. 227 00:12:20,600 --> 00:12:22,860 So guy was a genius. 228 00:12:23,320 --> 00:12:23,559 Yeah. 229 00:12:23,559 --> 00:12:28,955 Anyways, the only statement Long story short, they were having difficulty with the only 230 00:12:28,955 --> 00:12:31,754 statement to figure out what they were truly unique at. 231 00:12:31,754 --> 00:12:33,995 And I said, well, let's dig into what they crave. 232 00:12:33,995 --> 00:12:35,259 What are these boat deals? 233 00:12:35,820 --> 00:12:38,540 Who you sell to, what do they what keeps them up at night? 234 00:12:38,540 --> 00:12:40,240 What do they really want? 235 00:12:40,299 --> 00:12:41,259 What do they desire? 236 00:12:41,259 --> 00:12:43,600 What's the biggest problem that keeps them awake? 237 00:12:43,985 --> 00:12:48,945 And what it came what came out was, while the biggest worry they have is that they won't be 238 00:12:48,945 --> 00:12:50,245 able to grow their business. 239 00:12:51,559 --> 00:12:52,059 Boom. 240 00:12:52,679 --> 00:12:53,500 Oh, really? 241 00:12:53,799 --> 00:12:54,919 I said, wait, what do you think? 242 00:12:54,919 --> 00:12:57,259 Do you think guys we could play into that space? 243 00:12:57,960 --> 00:13:01,904 Using boats as as an anchor, probably a bad choice of words. 244 00:13:03,565 --> 00:13:06,045 But so they said, what do you mean? 245 00:13:06,045 --> 00:13:11,559 And I said, well, what if you what if we change our view of your business and reframe it so 246 00:13:11,559 --> 00:13:16,995 that you're in the business development business, and you Holly to Boat dealers grow 247 00:13:16,995 --> 00:13:17,475 their business. 248 00:13:17,475 --> 00:13:24,274 If we said that we're the only ones who provide growth solutions for boat for the boat dealers 249 00:13:24,274 --> 00:13:28,509 business and help them grow their business, do you think we would be the only one in that 250 00:13:28,509 --> 00:13:28,750 space? 251 00:13:28,750 --> 00:13:30,269 And they go, yeah. 252 00:13:30,269 --> 00:13:31,950 Cause there's nobody else doing that. 253 00:13:31,950 --> 00:13:32,850 And I said, okay. 254 00:13:32,990 --> 00:13:34,115 We're gonna do that. 255 00:13:34,115 --> 00:13:40,115 So what we ended up doing is reframing their business to create an only position, and I 256 00:13:40,115 --> 00:13:45,879 gotta tell you, Mick, their eyes lit up They have been running at this stuff like you 257 00:13:45,879 --> 00:13:46,600 wouldn't believe. 258 00:13:46,600 --> 00:13:50,600 Now, the truth of the matter is they're com they're commanding premium prices because 259 00:13:50,600 --> 00:13:51,985 nobody else is doing it. 260 00:13:52,225 --> 00:13:56,404 And there's and there's no competition in there because everybody else is flogging boats. 261 00:13:56,945 --> 00:14:02,240 They're in the business of helping boat dealers grow their business. 262 00:14:02,700 --> 00:14:06,860 Easy peasy if you ask the right question and you have the right sort of perspective. 263 00:14:06,860 --> 00:14:12,014 So I've done that with a couple of clients doing this reframing piece, and it's magic, 264 00:14:12,014 --> 00:14:12,495 mate. 265 00:14:12,495 --> 00:14:13,794 It is magic. 266 00:14:14,414 --> 00:14:14,815 Yeah. 267 00:14:14,815 --> 00:14:18,860 And I I work with a lot of the clients, you know, trying to help them grow. 268 00:14:19,240 --> 00:14:25,100 I'm not as successful as you, Roy, but, I do my I do my own little thing. 269 00:14:25,424 --> 00:14:28,144 And, yeah, I'll often ask people, okay. 270 00:14:28,144 --> 00:14:30,325 We'll we'll describe your business. 271 00:14:30,545 --> 00:14:37,220 Why should somebody buy from you without using the words quality or price because a lot of the 272 00:14:37,220 --> 00:14:39,620 same that they're cheapest or they're their best quality. 273 00:14:39,620 --> 00:14:41,000 Those things don't mean anything. 274 00:14:41,115 --> 00:14:48,554 And what you've given us with the only statement is a really powerful concept of how 275 00:14:48,554 --> 00:14:53,759 you can position yourself uniquely so that you're differentiated. 276 00:14:53,759 --> 00:14:55,120 So we're not competing on price. 277 00:14:55,120 --> 00:14:57,839 We're not competing on on quality. 278 00:14:57,839 --> 00:15:03,735 We're delivering a wholly different experience, would would that be would that be part of the 279 00:15:03,735 --> 00:15:07,514 the the cravings thing, or is that something slightly different? 280 00:15:07,870 --> 00:15:08,190 No. 281 00:15:08,190 --> 00:15:08,590 No. 282 00:15:08,590 --> 00:15:09,070 Look at it. 283 00:15:09,070 --> 00:15:16,355 It's a means that the cravings piece is a means to the end because the cravings conclusion 284 00:15:16,894 --> 00:15:19,475 basically drives the heart of the only statement. 285 00:15:19,695 --> 00:15:24,879 So you're gonna be the only one relative to the customer groups you've decided to serve okay, 286 00:15:24,879 --> 00:15:27,139 that that does certain things. 287 00:15:27,279 --> 00:15:31,495 The certain things are based on what they crave, not what they need. 288 00:15:31,894 --> 00:15:32,214 Mhmm. 289 00:15:32,214 --> 00:15:32,714 Okay. 290 00:15:32,774 --> 00:15:37,495 Like, another example would be I just just completed some work with this company that that 291 00:15:37,495 --> 00:15:39,355 we're actually in the landscaping business. 292 00:15:40,009 --> 00:15:41,850 We went through the same process created. 293 00:15:41,850 --> 00:15:48,534 Their strategic game plan ran into the same chan challenge when we got to to to developing 294 00:15:48,595 --> 00:15:49,875 their Holly because this 295 00:15:49,875 --> 00:15:52,514 company decided just gonna just stop you there, Roy. 296 00:15:52,514 --> 00:15:58,190 You know, I mean, if I look at landscapers, they're they're all the same. 297 00:15:58,190 --> 00:16:02,350 They've all I mean, here in Charlotte, I mean, yesterday, I couldn't do my podcast. 298 00:16:02,350 --> 00:16:04,850 There's an army of them with their leaf blowers outside. 299 00:16:05,184 --> 00:16:07,904 Making a hell of a racket, and they always show up. 300 00:16:07,904 --> 00:16:10,164 And and how do you how do you differentiate? 301 00:16:10,384 --> 00:16:11,584 So Oh, okay. 302 00:16:11,584 --> 00:16:14,220 So so I'm I'm I'm all ears with this one. 303 00:16:14,299 --> 00:16:15,339 So, yeah, exactly. 304 00:16:15,339 --> 00:16:17,500 Well, that that was why why they came to me. 305 00:16:17,500 --> 00:16:20,079 The the guy that ran the company, I know him. 306 00:16:20,220 --> 00:16:21,179 He knows my work. 307 00:16:21,179 --> 00:16:25,445 He's is is it infatuated by by the stuff, and so he said Holly me. 308 00:16:25,445 --> 00:16:31,259 So, basically, yeah, it's a pedantic insipid inert kind of business. 309 00:16:31,399 --> 00:16:37,000 If you think about it in terms of landscaping, so we went through this, defined his who, which 310 00:16:37,000 --> 00:16:43,264 are the customers set that he decided to serve as strata corporations geographically confined. 311 00:16:43,404 --> 00:16:45,904 So we want it to be really, really focused. 312 00:16:46,125 --> 00:16:49,950 So we looked at as at the only statement and it seems So 313 00:16:49,950 --> 00:16:52,450 you you you use some big words there. 314 00:16:52,830 --> 00:16:53,889 Stratter companies. 315 00:16:54,429 --> 00:16:54,929 Oh. 316 00:16:55,070 --> 00:16:56,269 Geographically defined. 317 00:16:56,269 --> 00:16:56,825 Tell me, 318 00:16:57,225 --> 00:16:57,945 Oh, okay. 319 00:16:57,945 --> 00:17:04,559 Strata Strata is an organization that manages a complex, like a condominium complex, In our 320 00:17:04,559 --> 00:17:08,980 case, we live in a bare land strata with single family homes. 321 00:17:09,359 --> 00:17:09,859 Okay. 322 00:17:09,919 --> 00:17:15,075 The management of that in terms of landscaping is done by a Strata Corporation. 323 00:17:15,295 --> 00:17:19,234 Oh, so we would call that we would call that here a homeowner association. 324 00:17:19,535 --> 00:17:20,095 There you go. 325 00:17:20,095 --> 00:17:20,335 Here in 326 00:17:20,335 --> 00:17:20,494 those. 327 00:17:20,494 --> 00:17:21,555 Let's use that term. 328 00:17:21,589 --> 00:17:26,490 So we decided to serve homeowner associations because they can be defined. 329 00:17:26,789 --> 00:17:27,849 They can be named. 330 00:17:28,150 --> 00:17:30,375 Easy to get too fast to get to. 331 00:17:30,454 --> 00:17:30,535 Right. 332 00:17:30,535 --> 00:17:35,035 The point I wanna make is when you have a 24 month plan, you need to get to your prospects 333 00:17:35,174 --> 00:17:35,894 fast and easy. 334 00:17:35,894 --> 00:17:38,535 You don't have time to do a 12 month selling cycle. 335 00:17:38,535 --> 00:17:38,855 Okay? 336 00:17:38,855 --> 00:17:39,674 You just don't. 337 00:17:39,839 --> 00:17:42,480 So fast and easy is kind of the the phrase I took. 338 00:17:42,480 --> 00:17:45,779 Anyways, we're going through this, ran into the same problem. 339 00:17:46,240 --> 00:17:47,519 We're the same as everybody else. 340 00:17:47,519 --> 00:17:52,244 So I said, well, tell me what keeps the Strata corporations awake at night. 341 00:17:52,244 --> 00:17:53,444 So I'm doing my dive. 342 00:17:53,444 --> 00:17:54,164 What do they crave? 343 00:17:54,164 --> 00:17:54,804 What do they crave? 344 00:17:54,804 --> 00:17:55,684 I wanna find it. 345 00:17:55,684 --> 00:18:00,170 You don't always use the word crave because that's But in my lexicon, that's what I'm 346 00:18:00,170 --> 00:18:00,490 after. 347 00:18:00,490 --> 00:18:02,430 I'm after the non need stuff. 348 00:18:02,490 --> 00:18:02,890 Okay? 349 00:18:02,890 --> 00:18:03,369 Mhmm. 350 00:18:03,369 --> 00:18:08,804 But it turns out that these strata corporations are looking for more than just landscaping. 351 00:18:09,424 --> 00:18:09,744 Okay. 352 00:18:09,744 --> 00:18:14,644 What they want is a single point of contact where they can go, okay, for a multiplicity 353 00:18:15,420 --> 00:18:16,400 okay, of services. 354 00:18:16,779 --> 00:18:19,039 And so we I said, Oh, I see. 355 00:18:19,500 --> 00:18:22,799 We're really we really should be in the property development business. 356 00:18:23,444 --> 00:18:27,684 What if we thought about ourselves as not being in the landscaping business, but in the 357 00:18:27,684 --> 00:18:33,170 property development business, where landscaping is simply one component, And all 358 00:18:33,170 --> 00:18:38,470 the relationships that you have with other kinds of services that Strata corporations 359 00:18:38,930 --> 00:18:40,984 would need is gonna be part of that. 360 00:18:40,984 --> 00:18:46,505 And so now you've opened up the ability to bundle and integrate value based solutions that 361 00:18:46,505 --> 00:18:47,105 nobody else got. 362 00:18:47,105 --> 00:18:48,664 I said, what if we thought about yourself? 363 00:18:48,664 --> 00:18:50,525 Like, the CEO goes, boom. 364 00:18:50,970 --> 00:18:51,710 That's it. 365 00:18:51,929 --> 00:18:52,429 Absolutely. 366 00:18:52,650 --> 00:18:53,470 That's it. 367 00:18:53,529 --> 00:18:58,429 So they're now in the business or in the property development development business 368 00:18:58,490 --> 00:18:59,869 serving Strata Corporation. 369 00:18:59,934 --> 00:19:02,275 They're not in the landscaping business at all. 370 00:19:02,495 --> 00:19:08,570 Reframe the business around Holly, right, figured out what they crave, and then claimed 371 00:19:08,710 --> 00:19:11,750 to be the only one that does what they do. 372 00:19:11,750 --> 00:19:16,984 And so now they set themselves up as this kind of like portal the notion of a portal that 373 00:19:16,984 --> 00:19:17,464 says, okay. 374 00:19:17,464 --> 00:19:20,044 If you're Strata Corporation, you need to come to me. 375 00:19:20,345 --> 00:19:20,505 Right? 376 00:19:20,505 --> 00:19:25,700 And I'm gonna take care of, basically, everything that that that keeps you awake at 377 00:19:25,700 --> 00:19:27,400 night and everything that you need. 378 00:19:27,539 --> 00:19:29,799 And and again, it was kinda like a revelation. 379 00:19:30,674 --> 00:19:32,595 And and they've been they've been grabbing this. 380 00:19:32,595 --> 00:19:36,855 They're in the implementation stage right now, and the strategists are saying to them what? 381 00:19:37,795 --> 00:19:37,875 What? 382 00:19:37,875 --> 00:19:38,849 What do you mean? 383 00:19:39,169 --> 00:19:43,809 And a lot of the challenge here is to take that only statement and break it down. 384 00:19:43,809 --> 00:19:45,669 I call it unpacking the only. 385 00:19:46,025 --> 00:19:51,164 Where you give it more granularity in terms of of what what you mean by property development, 386 00:19:51,224 --> 00:19:52,825 what you mean by this and that. 387 00:19:52,825 --> 00:19:53,325 Right? 388 00:19:53,559 --> 00:19:55,079 So that people can understand it. 389 00:19:55,079 --> 00:19:58,059 You don't just claim it at the high level, but you break it down. 390 00:19:58,279 --> 00:20:03,835 And that's part of the problem today with universal or unique selling propositions, which 391 00:20:03,835 --> 00:20:06,734 are, as you pointed out, are as actually a joke. 392 00:20:06,875 --> 00:20:10,609 They're not they're not, you know, selling propositions, and they're not unique because 393 00:20:10,609 --> 00:20:12,789 they continue to use what I call claptrap. 394 00:20:13,330 --> 00:20:13,570 Mhmm. 395 00:20:13,570 --> 00:20:15,190 Claptrap are about aspirations. 396 00:20:15,490 --> 00:20:17,990 They're about copying best in class. 397 00:20:18,345 --> 00:20:21,085 They're about claptrap and they're about narcissism. 398 00:20:21,545 --> 00:20:22,365 That's it. 399 00:20:22,505 --> 00:20:27,320 That's why they don't do the job, and that's why the only statement as backed by Jerry 400 00:20:27,320 --> 00:20:29,259 Garcia are so important. 401 00:20:33,240 --> 00:20:40,964 And and The beautiful thing, Roy, in in listening to you, and I I share the same view 402 00:20:41,900 --> 00:20:46,160 It's not that difficult to stand out. 403 00:20:47,740 --> 00:20:48,059 Right? 404 00:20:48,059 --> 00:20:49,934 Because everybody's doing the same thing. 405 00:20:49,934 --> 00:20:55,535 So just a little bit of insightful thought, a little bit of, you know, talking to the 406 00:20:55,535 --> 00:21:00,970 customer, trying to understand their want versus their needs, their cravings, versus 407 00:21:00,970 --> 00:21:06,009 their absolutes, and a package you get in a positioning yourself in a slightly different 408 00:21:06,009 --> 00:21:11,244 way takes a little bit of upfront effort, but you can clearly delineate yourself from 409 00:21:11,244 --> 00:21:11,964 everybody else. 410 00:21:11,964 --> 00:21:12,944 I like the expression. 411 00:21:13,484 --> 00:21:18,230 If you don't want to differentiate yourself from your competitors, you wanna distance 412 00:21:18,609 --> 00:21:19,650 yourself from them. 413 00:21:19,650 --> 00:21:23,829 So the only statement is an is even a leap frog of that. 414 00:21:24,284 --> 00:21:28,365 You're so different to everybody else that people are curious, and they must ask 415 00:21:28,365 --> 00:21:28,865 questions. 416 00:21:28,924 --> 00:21:30,204 Well, what do you mean? 417 00:21:30,204 --> 00:21:35,250 Which overcomes that initial approach of how do I get meetings with somebody? 418 00:21:35,250 --> 00:21:39,829 When you have something that's curious and new, it's much easier to get into a conversation. 419 00:21:40,285 --> 00:21:42,045 What what it's a pattern interrupt? 420 00:21:42,045 --> 00:21:42,785 I don't understand. 421 00:21:42,845 --> 00:21:43,744 Tell me more. 422 00:21:44,125 --> 00:21:48,865 Well, I mean, part of the thing is it first of all, the only statement approach clearly 423 00:21:48,924 --> 00:21:49,984 answers the question. 424 00:21:50,429 --> 00:21:53,329 Why should I do business with you and not your competitor? 425 00:21:53,869 --> 00:21:58,644 It absolutely gets the kids off the street and answers that. 426 00:21:58,644 --> 00:22:04,644 And so clearly, I mean, you use the word, you know, you know, stand up. 427 00:22:04,644 --> 00:22:08,950 I mean, it's like breakaway That's part of the audacious notion. 428 00:22:08,950 --> 00:22:10,410 It says it's so bold. 429 00:22:10,630 --> 00:22:13,029 You're actually creating a new box to play in. 430 00:22:13,029 --> 00:22:14,710 It's not getting out of the box. 431 00:22:14,710 --> 00:22:16,089 It's creating a new box. 432 00:22:16,515 --> 00:22:22,355 The point I wanna make is the reason that people are unable to see this approach is they 433 00:22:22,355 --> 00:22:23,575 don't have the structure. 434 00:22:24,409 --> 00:22:30,089 So for a guy like me that's worked with this for 4 decades, I've created a structure that 435 00:22:30,089 --> 00:22:31,769 actually works in the real world. 436 00:22:31,769 --> 00:22:36,704 They're like, this is not a a textbook, you know, academic standard textbook approach. 437 00:22:36,704 --> 00:22:38,005 This is Roy's book. 438 00:22:38,224 --> 00:22:38,464 Mhmm. 439 00:22:38,464 --> 00:22:42,580 Roy learned this stuff in the trenches doing the stuff day in and day out. 440 00:22:42,580 --> 00:22:45,240 And it didn't start out looking the way it it looks. 441 00:22:45,700 --> 00:22:47,080 It started out differently. 442 00:22:47,140 --> 00:22:47,640 Right? 443 00:22:48,305 --> 00:22:48,625 Right? 444 00:22:48,625 --> 00:22:50,625 It started well, and it's still ugly. 445 00:22:50,625 --> 00:22:53,345 Like, I look at my work as a draft, Mick. 446 00:22:53,345 --> 00:22:54,865 It will always be a draft. 447 00:22:54,865 --> 00:23:02,690 And the reason for that is, how can I be so egatistical to believe that my approach right 448 00:23:02,690 --> 00:23:07,954 now will work forever, given the nature of the environment that we're in, the uncertainties, 449 00:23:08,174 --> 00:23:08,835 the unpredictabilities? 450 00:23:09,695 --> 00:23:17,049 And part of my part of my message to people is, let's treat this as a draft, Let's just get 451 00:23:17,049 --> 00:23:23,549 going, I call it planning on the run, let's do some things, learn from those things, adjust, 452 00:23:23,884 --> 00:23:24,945 and keep executing. 453 00:23:25,085 --> 00:23:28,065 And eventually, we will end up where we should. 454 00:23:28,445 --> 00:23:32,465 But if you Mick if you look back, you never will have the ability. 455 00:23:32,470 --> 00:23:36,250 To predict where you should be, really, in 24 months or 36 months. 456 00:23:36,470 --> 00:23:39,690 And so I call it just about right and heading west planning. 457 00:23:39,954 --> 00:23:45,015 The whole approach that I take to this is heavy up on execute the same with your differential 458 00:23:45,075 --> 00:23:46,115 advantage statement. 459 00:23:46,115 --> 00:23:51,380 The only statement, it's always a draft because the minute you do it, Your competitors, if they 460 00:23:51,380 --> 00:23:54,119 have any sense at all, will go, oh my god. 461 00:23:54,179 --> 00:23:59,140 I better do something, and so you're gonna be in this position of constantly having to tweak 462 00:23:59,140 --> 00:23:59,575 it. 463 00:23:59,894 --> 00:24:00,714 That's okay. 464 00:24:01,654 --> 00:24:05,755 And so, you know, I find people go, You mean, they don't have to be perfect? 465 00:24:05,974 --> 00:24:07,115 And I said, no. 466 00:24:07,410 --> 00:24:08,950 You never will be perfect. 467 00:24:09,009 --> 00:24:11,269 This is just the reality of the day. 468 00:24:11,329 --> 00:24:15,670 And, unfortunately, we've been taught to try and be perfect. 469 00:24:15,845 --> 00:24:18,424 The education system teaches us to be perfect. 470 00:24:18,565 --> 00:24:19,785 It gives us formulas. 471 00:24:19,845 --> 00:24:25,769 We've actually we actually have the audacity to try and tell leaders that if you have a linear 472 00:24:25,769 --> 00:24:31,930 regression analysis with 57 past historical points, it will provide you a good idea about 473 00:24:31,930 --> 00:24:34,234 what's gonna happen in the next 2 to 3 years. 474 00:24:34,554 --> 00:24:37,454 Absolute hogwash, intellectually dishonest. 475 00:24:37,994 --> 00:24:38,315 Okay. 476 00:24:38,315 --> 00:24:39,194 I don't go there. 477 00:24:39,194 --> 00:24:44,059 I just blast that model and say, look, Let's start something here. 478 00:24:44,059 --> 00:24:45,200 And let's discover. 479 00:24:45,819 --> 00:24:46,140 Okay. 480 00:24:46,140 --> 00:24:49,494 Let's discover it's genius on the way. 481 00:24:49,654 --> 00:24:49,974 Right? 482 00:24:49,974 --> 00:24:52,615 We'll find our end spot, and we'll be happy there. 483 00:24:52,615 --> 00:24:56,775 And we will bypass all those guys that are still worrying and pondering about strat 484 00:24:56,775 --> 00:25:02,179 planning 101 They've got subject matter experts with swats and dots and cots in there doing all 485 00:25:02,179 --> 00:25:02,920 those things. 486 00:25:03,059 --> 00:25:05,894 We will bypass them and leave them in the dust. 487 00:25:05,894 --> 00:25:06,934 You wanted to come with me? 488 00:25:06,934 --> 00:25:07,734 And they go, yeah. 489 00:25:07,734 --> 00:25:08,695 Let's go do this. 490 00:25:08,695 --> 00:25:10,795 So people are fed up, but they need structure. 491 00:25:11,335 --> 00:25:15,190 And hopefully, that's what I've created over the over my life. 492 00:25:15,349 --> 00:25:17,929 So the structure that allows people to break away. 493 00:25:17,990 --> 00:25:18,230 Yeah. 494 00:25:18,230 --> 00:25:24,329 You talked about being able to, you know, execute a plan in 40 developer plan in 48 495 00:25:24,389 --> 00:25:24,889 hours. 496 00:25:25,255 --> 00:25:25,654 Yep. 497 00:25:25,654 --> 00:25:26,955 And and you have a structure. 498 00:25:27,095 --> 00:25:32,134 Do you do you could you just break down for us at a high level what those steps are? 499 00:25:32,134 --> 00:25:36,820 We've we've talked about some of the elements, but I'd like to understand flow a little bit. 500 00:25:36,880 --> 00:25:37,119 Sure. 501 00:25:37,119 --> 00:25:38,820 So there's there's 3 questions. 502 00:25:38,880 --> 00:25:44,914 I call it strategic game planning, and look at I mean, I I created that this out of necessity 503 00:25:45,134 --> 00:25:49,934 several years ago as part of my my challenge to grow this internet space because I looked 504 00:25:49,934 --> 00:25:52,309 around, and I couldn't find any Holly. 505 00:25:52,470 --> 00:25:57,350 In terms of creating, you know, an end game that made sense because it was all about trying 506 00:25:57,350 --> 00:25:58,309 to perfect the plan. 507 00:25:58,309 --> 00:26:04,244 And I had figured it out way before then that I should be spending 20% of my time on the plan 508 00:26:04,244 --> 00:26:06,345 and 80% of my time on execution. 509 00:26:07,365 --> 00:26:10,105 The problem is today, it's exactly the flip of that. 510 00:26:10,340 --> 00:26:11,860 Now, people spend way too much time. 511 00:26:11,860 --> 00:26:16,580 So I created, this approach that has 3 questions to answer. 512 00:26:16,580 --> 00:26:19,924 And if you can answer the 3 questions, you have your strategy. 513 00:26:19,924 --> 00:26:23,464 The first question that we alluded to before is how big do you want to be? 514 00:26:23,525 --> 00:26:25,769 It's a declaration of growth intent. 515 00:26:26,170 --> 00:26:30,570 And my process starts out with the numbers, which is exactly the opposite of every other 516 00:26:30,570 --> 00:26:34,589 planning process, you know, which goes through the strategy and then creates the financials. 517 00:26:35,005 --> 00:26:36,625 And then you don't like the financials. 518 00:26:36,765 --> 00:26:39,325 You change the assumptions without changing the strategy. 519 00:26:39,325 --> 00:26:40,704 How insane is that? 520 00:26:40,845 --> 00:26:43,404 Anyways, so I say get the kids off the street. 521 00:26:43,404 --> 00:26:48,650 We'll start the numbers drive the character and the risk profile of the strategy. 522 00:26:49,269 --> 00:26:56,014 Because a strategy, an objective to grow 50% will be a significantly different strategy than 523 00:26:56,014 --> 00:26:58,034 one that says you're gonna grow 10%. 524 00:26:58,494 --> 00:27:00,414 And so you have to declare that first. 525 00:27:00,414 --> 00:27:02,079 So that's how big you wanna be. 526 00:27:02,079 --> 00:27:03,140 Do you wanna be 10,000,000? 527 00:27:03,359 --> 00:27:04,519 Do you wanna be 20,000,000? 528 00:27:04,519 --> 00:27:05,859 Do you wanna be 50,000,000? 529 00:27:06,319 --> 00:27:07,539 Let's have that conversation. 530 00:27:07,599 --> 00:27:10,055 And we go nowhere until we've nailed that down. 531 00:27:10,295 --> 00:27:14,075 Second question is once we've answered it, is who do you intend to serve? 532 00:27:14,295 --> 00:27:15,654 That's where you're gonna get the money. 533 00:27:15,654 --> 00:27:17,934 That's about defining customer groups Right. 534 00:27:18,055 --> 00:27:19,195 And what they crave. 535 00:27:19,309 --> 00:27:23,710 We try and minimize the number of customer groups because you have limited limited amount 536 00:27:23,710 --> 00:27:25,490 of energy and resources. 537 00:27:25,630 --> 00:27:29,924 And so we come up with this notion Did I've coined fast and easy? 538 00:27:29,924 --> 00:27:33,605 It's a 24 month plan, 24 periods of 30 days. 539 00:27:33,605 --> 00:27:34,700 That's what this is. 540 00:27:34,940 --> 00:27:38,720 And so you have to get to your customer groups fast and easy. 541 00:27:39,179 --> 00:27:39,500 Right? 542 00:27:39,500 --> 00:27:43,434 And so we put that lens on because Holly, You have to be focused. 543 00:27:43,434 --> 00:27:46,154 That's one of the biggest problems with entrepreneurs these days. 544 00:27:46,154 --> 00:27:47,674 They're trying to solve every problem. 545 00:27:47,674 --> 00:27:48,794 They're going after everything. 546 00:27:48,794 --> 00:27:49,930 You can't do that. 547 00:27:50,250 --> 00:27:54,430 So we get the customer groups to find that's our who, and we know what they crave. 548 00:27:54,650 --> 00:28:00,055 Then the third question is, how are you gonna compete and win in those customer groups that 549 00:28:00,055 --> 00:28:03,115 you've decided to serve and uncovered their cravings. 550 00:28:03,414 --> 00:28:08,149 That's basically the only state That's where we go into creating the only stake. 551 00:28:08,149 --> 00:28:08,629 Mhmm. 552 00:28:08,629 --> 00:28:08,950 Mhmm. 553 00:28:08,950 --> 00:28:10,230 How are you gonna compete and win? 554 00:28:10,230 --> 00:28:16,545 We're gonna compete and win by being the only ones that serve stratus by providing them with 555 00:28:16,545 --> 00:28:20,085 property development solutions in a way that they care about. 556 00:28:20,224 --> 00:28:22,005 Both, that could be a statement there. 557 00:28:22,039 --> 00:28:26,359 Once you have the answers to those three questions, you then create your strategic game 558 00:28:26,359 --> 00:28:29,340 plan statement that could sound something like this. 559 00:28:29,585 --> 00:28:35,845 We will grow our revenues from 10,000,000 to 20,000,000 by December 31 2025. 560 00:28:37,710 --> 00:28:43,390 We will focus on allocating our scarce resources to strata corporations residing in 561 00:28:43,390 --> 00:28:44,289 Greater Vancouver. 562 00:28:44,805 --> 00:28:51,465 We will compete and win by being the Holly, a partner that provides property development 563 00:28:51,525 --> 00:28:55,500 solutions customized for each and every strata corporation. 564 00:28:56,200 --> 00:28:56,599 Boom. 565 00:28:56,599 --> 00:28:57,259 That's it. 566 00:28:58,279 --> 00:28:59,339 48 hours. 567 00:28:59,399 --> 00:29:03,694 Then what we do As part of that is we go into setting objectives. 568 00:29:03,914 --> 00:29:07,375 What are the key things that we need to do to breathe life into this puppy? 569 00:29:07,515 --> 00:29:09,134 Who's gonna do it by when? 570 00:29:09,359 --> 00:29:14,880 And we're always governed by, let's look at the critical few things we have to do, not the 571 00:29:14,880 --> 00:29:15,839 possible many. 572 00:29:15,839 --> 00:29:18,434 Like, this is not a do led to do list. 573 00:29:18,515 --> 00:29:19,654 This is not brainstorming. 574 00:29:19,775 --> 00:29:23,235 Mick mean, I I would say that peep people have too much to do. 575 00:29:23,235 --> 00:29:24,595 Don't understand their strategy. 576 00:29:24,595 --> 00:29:24,674 Yeah. 577 00:29:24,674 --> 00:29:32,730 And and and what what is your filter to take to identify the the critical few versus the 578 00:29:32,730 --> 00:29:34,269 possible many. 579 00:29:34,569 --> 00:29:34,809 Yeah. 580 00:29:34,809 --> 00:29:37,214 So I've got a I got a structure Okay. 581 00:29:37,214 --> 00:29:43,214 So we look at leadership objectives, okay, which typically focus on testing the only 582 00:29:43,214 --> 00:29:46,589 statement because once we've created the only, we gotta go test it. 583 00:29:46,669 --> 00:29:48,029 Like, did we get it right? 584 00:29:48,029 --> 00:29:51,970 So we go to customers, we go to employees, and ask the question, is it true? 585 00:29:52,269 --> 00:29:53,470 Did we nail it? 586 00:29:53,470 --> 00:29:57,755 Does it address the things that our target group cares about. 587 00:29:57,974 --> 00:30:01,355 And so we do some testing, and we may tweak it a little bit, etcetera. 588 00:30:01,575 --> 00:30:04,714 And that's a leadership objective for sure we get that done. 589 00:30:05,320 --> 00:30:06,940 There's a communication objective. 590 00:30:07,320 --> 00:30:08,759 We now have a new strategy. 591 00:30:08,759 --> 00:30:13,000 It needs to be communicated to the organization, and we need to get some feedback. 592 00:30:13,000 --> 00:30:14,200 That's a leadership issue. 593 00:30:14,200 --> 00:30:17,625 We don't We don't delegate that to the business development people. 594 00:30:17,625 --> 00:30:18,125 Okay? 595 00:30:18,265 --> 00:30:18,744 No. 596 00:30:18,744 --> 00:30:21,565 That's strategic micromanagement in my world. 597 00:30:21,704 --> 00:30:22,664 It's my job. 598 00:30:22,664 --> 00:30:23,565 We do that. 599 00:30:23,700 --> 00:30:29,059 Then we'd look at marketing objectives, which which breaks down the revenues, okay, into year 600 00:30:29,059 --> 00:30:33,825 1, year 2 breaks it down into customers How many do we have to retain? 601 00:30:33,825 --> 00:30:35,505 What kind of retention rate can we get? 602 00:30:35,505 --> 00:30:38,304 What kind of new customers do we have to get, etcetera, etcetera? 603 00:30:38,304 --> 00:30:41,190 But the emphasis on retention, Mick, I wanna make that point. 604 00:30:41,589 --> 00:30:48,629 You grow on the backs of the customers you now have, not with the ADacity to go try and think 605 00:30:48,629 --> 00:30:54,244 that you can acquire new customers and and reject or ignore your existing ones to grow the 606 00:30:54,244 --> 00:30:54,744 business. 607 00:30:55,204 --> 00:31:00,190 So I wanna get I wanna get fans that refer, fans that refer, Okay. 608 00:31:00,190 --> 00:31:03,470 Not promiscuous new ones that will leave me in a heartbeat. 609 00:31:03,470 --> 00:31:04,269 Don't want that. 610 00:31:04,269 --> 00:31:04,670 Right? 611 00:31:04,670 --> 00:31:06,529 So you go through marketing objectives. 612 00:31:06,589 --> 00:31:07,730 There's finance objectives. 613 00:31:08,224 --> 00:31:10,224 There may be business development objectives. 614 00:31:10,224 --> 00:31:14,865 So there's a so there's that kind of functional description, but I don't let it get to the 615 00:31:14,865 --> 00:31:17,369 point where there's, like, 10 objectives for category. 616 00:31:17,430 --> 00:31:18,569 There may be 2. 617 00:31:19,109 --> 00:31:19,190 Mhmm. 618 00:31:19,190 --> 00:31:19,430 Okay. 619 00:31:19,430 --> 00:31:22,890 So what we may end up with is maybe 9 or 10. 620 00:31:23,724 --> 00:31:26,865 Key objectives, and yes, we may have missed something. 621 00:31:27,644 --> 00:31:28,464 That's okay. 622 00:31:29,005 --> 00:31:30,224 We'll figure it out. 623 00:31:30,285 --> 00:31:32,519 We'll figure it out when we get into this, baby. 624 00:31:32,519 --> 00:31:34,519 Because we're gonna review it every month. 625 00:31:34,519 --> 00:31:38,140 So this is a 30 day strategic review process. 626 00:31:38,279 --> 00:31:43,154 And the reason for that is the strategy is 24 periods of 30 days. 627 00:31:43,855 --> 00:31:44,494 I like that. 628 00:31:44,494 --> 00:31:47,474 I like that, Roy, in in the fact that it's not a static thing. 629 00:31:47,694 --> 00:31:49,609 You have to breathe life into it. 630 00:31:49,929 --> 00:31:52,029 So so that consistent review. 631 00:31:52,250 --> 00:31:57,255 I mean, you were you were you were years ahead of your time because now now that now they've 632 00:31:57,255 --> 00:32:01,115 invented some fancy techno, you know, have you, you heard of agile? 633 00:32:01,335 --> 00:32:02,775 Everybody's agile now. 634 00:32:02,775 --> 00:32:08,940 So so planning is So it's all it's all textbook stuff, but this is real real practice. 635 00:32:08,940 --> 00:32:10,619 I don't wanna go down that rabbit hole. 636 00:32:10,619 --> 00:32:14,724 Well, look at all I would say is fortunately, I'm not up to speed. 637 00:32:17,904 --> 00:32:22,935 Because because that stuff is like it like, you can put it's like putting lipstick on a pig, 638 00:32:22,935 --> 00:32:25,589 Mick, It's still a pig. 639 00:32:25,730 --> 00:32:26,470 I'm sorry. 640 00:32:26,930 --> 00:32:27,970 Don't edit that out. 641 00:32:27,970 --> 00:32:28,470 Please. 642 00:32:28,690 --> 00:32:28,849 No. 643 00:32:28,849 --> 00:32:30,609 I'm not I'm not editing anything out. 644 00:32:30,609 --> 00:32:31,589 It's just not. 645 00:32:31,894 --> 00:32:39,095 The world is is replete with tactically driven activities, and we forget that there's a 646 00:32:39,095 --> 00:32:45,309 strategic context that we need to define and give a future to how we apply artificial 647 00:32:45,369 --> 00:32:45,869 intelligence. 648 00:32:46,409 --> 00:32:46,649 Right? 649 00:32:46,649 --> 00:32:50,190 How do we how do we use social media and all those tactical things? 650 00:32:50,394 --> 00:32:55,835 The problem is today, business people seem to feel that they gotta be on the in crowd. 651 00:32:55,835 --> 00:33:01,470 They gotta be popular with respect to social media without really knowing how they're gonna 652 00:33:01,470 --> 00:33:02,029 use it. 653 00:33:02,029 --> 00:33:08,095 They need to get to chat GBT solutions for god knows what without under standing, how it 654 00:33:08,095 --> 00:33:09,394 applies to their business. 655 00:33:09,934 --> 00:33:16,174 And and, unfortunately, for for organizations looking to grow, that's one of the biggest 656 00:33:16,174 --> 00:33:16,674 barriers. 657 00:33:16,909 --> 00:33:18,849 You're tactically driven, guys. 658 00:33:18,909 --> 00:33:20,210 Take a step back. 659 00:33:20,349 --> 00:33:22,929 Figure out what you wanna be when you grow up. 660 00:33:23,390 --> 00:33:23,710 Okay. 661 00:33:23,710 --> 00:33:25,069 That's what you need to do first. 662 00:33:25,069 --> 00:33:27,625 It's, that that's wise counsel, Roy. 663 00:33:27,625 --> 00:33:28,265 Thanks for that. 664 00:33:28,265 --> 00:33:34,424 And then Audacious Goals is another mantra of yours. 665 00:33:34,424 --> 00:33:37,720 What's what's behind all audacious leadership? 666 00:33:38,340 --> 00:33:41,080 What what what would you just have to say about that? 667 00:33:41,220 --> 00:33:41,539 Yeah. 668 00:33:41,539 --> 00:33:47,394 So, I mean, I I think that there's several there's several things that that work for us 669 00:33:47,394 --> 00:33:49,795 that I would I would call audacious. 670 00:33:49,795 --> 00:33:57,029 First of all, why the word I can think of no word in the English language that fits me as a 671 00:33:57,029 --> 00:34:01,174 person and me as a leader better than that word. 672 00:34:01,335 --> 00:34:02,855 And I I looked for 1. 673 00:34:02,855 --> 00:34:08,190 As I wrote my 7th book in May of 2022, 2022, I'm looking for a title. 674 00:34:08,510 --> 00:34:12,429 And it had to be around the fact that we grew this business to a 1,000,000,000 in sales 675 00:34:12,429 --> 00:34:15,809 because that seemed to be something that people wanted were interested in understanding. 676 00:34:16,284 --> 00:34:18,864 And so I hit upon, what am I gonna call this? 677 00:34:19,405 --> 00:34:24,944 So I ended up on audacious unheard of audacious because it it means bold. 678 00:34:25,550 --> 00:34:26,610 It means outlandish. 679 00:34:27,710 --> 00:34:28,849 It means breakaway. 680 00:34:29,309 --> 00:34:30,369 It means unthinkable. 681 00:34:31,150 --> 00:34:32,210 It means unpopular. 682 00:34:33,215 --> 00:34:33,534 Right? 683 00:34:33,534 --> 00:34:34,835 It means inconsistent. 684 00:34:35,614 --> 00:34:36,675 It means unstable. 685 00:34:37,135 --> 00:34:40,570 It means every every attribute that I believe in. 686 00:34:41,210 --> 00:34:45,210 And the reason I believe in those is because it's breakaway getting out of the herd. 687 00:34:45,210 --> 00:34:47,630 It's creating distance, as you said before. 688 00:34:48,010 --> 00:34:49,710 You can't create distance. 689 00:34:50,434 --> 00:34:51,494 By being popular. 690 00:34:51,795 --> 00:34:58,219 Now that's see, of all the words that you're just using, that soliloquy, right, Unpopular 691 00:34:58,519 --> 00:35:01,480 was the one because everybody wants to be popular these days. 692 00:35:01,480 --> 00:35:07,734 If you just nailed it, you cannot be different And you cannot distance yourself if you're 693 00:35:07,734 --> 00:35:08,954 trying to be popular. 694 00:35:09,734 --> 00:35:10,135 No. 695 00:35:10,135 --> 00:35:10,375 No. 696 00:35:10,375 --> 00:35:10,855 You can't. 697 00:35:10,855 --> 00:35:16,780 And and, unfortunately, the world is full of of how to be popular narratives. 698 00:35:16,840 --> 00:35:23,724 And it starts out in our personal lives, and it it leads into the business world where if 699 00:35:23,724 --> 00:35:27,344 you're not using AI, you're missing something. 700 00:35:27,565 --> 00:35:32,045 That kind of thing is another way of spinning the popularity thing from a business point of 701 00:35:32,045 --> 00:35:32,545 view. 702 00:35:32,619 --> 00:35:36,059 But I I decided that and I was always this way. 703 00:35:36,059 --> 00:35:40,800 I was always looking for I was always looking for ways of doing things differently. 704 00:35:41,065 --> 00:35:43,144 And I'm pretty sure I got it from my mom. 705 00:35:43,144 --> 00:35:47,405 My mom was one of twelve people who was, you know, siblings, 706 00:35:47,465 --> 00:35:48,265 born in Quebec. 707 00:35:48,265 --> 00:35:48,664 Yeah. 708 00:35:48,664 --> 00:35:49,644 That's a big family. 709 00:35:50,049 --> 00:35:54,929 She she would describe to me the the battles at the at the dinner table, Mick? 710 00:35:54,929 --> 00:35:56,549 Cause you got 11 competitors. 711 00:35:57,144 --> 00:36:01,784 All fighting to be fed is the way she never said it that way, but that was my 712 00:36:01,784 --> 00:36:02,284 interpretation. 713 00:36:02,824 --> 00:36:07,680 And I never thought about it at the time, but Can you imagine how much energy and 714 00:36:07,680 --> 00:36:08,980 perseverance and tenacity? 715 00:36:09,519 --> 00:36:14,324 So I'm convinced that that piece of me is straight out of her book. 716 00:36:14,324 --> 00:36:15,844 It's straight out of her DNA. 717 00:36:15,844 --> 00:36:17,625 I got it running through my veins. 718 00:36:17,844 --> 00:36:18,164 Okay. 719 00:36:18,164 --> 00:36:20,485 I will not accept defeat. 720 00:36:20,485 --> 00:36:23,750 I will not accept the impossibility of do doing something. 721 00:36:23,969 --> 00:36:30,835 And so that forms a part, a dimension of this word audacious that I feel just like I just 722 00:36:30,835 --> 00:36:32,454 feel close to. 723 00:36:32,835 --> 00:36:33,155 Alright. 724 00:36:33,155 --> 00:36:36,114 And so, you know, and it guides me all the time. 725 00:36:36,114 --> 00:36:39,820 Oh, I have this filter that I, when people say, well, how can you start this? 726 00:36:39,820 --> 00:36:44,139 And I say, well, simply every time you're facing a challenge, you ask yourself the 727 00:36:44,139 --> 00:36:44,460 question. 728 00:36:44,460 --> 00:36:45,840 How can I do this differently? 729 00:36:46,594 --> 00:36:47,575 Every time. 730 00:36:48,275 --> 00:36:49,635 Don't gargle Google. 731 00:36:49,635 --> 00:36:50,135 Okay? 732 00:36:50,355 --> 00:36:51,655 Stay away from Google. 733 00:36:51,795 --> 00:36:53,269 I call it gargling Google. 734 00:36:53,829 --> 00:36:55,269 Goggle, Google, Google. 735 00:36:55,349 --> 00:36:55,849 Google. 736 00:36:56,070 --> 00:36:56,730 Pay attention. 737 00:36:56,949 --> 00:36:57,690 Pay attention. 738 00:36:58,070 --> 00:37:02,875 Well, all that does is increase the herd by 1, right, because you motivated to not create your 739 00:37:02,875 --> 00:37:03,934 motivated to Holly. 740 00:37:04,075 --> 00:37:04,235 When 741 00:37:04,235 --> 00:37:05,615 you gargle, you copy. 742 00:37:05,755 --> 00:37:06,255 Crazy. 743 00:37:06,315 --> 00:37:06,815 Right? 744 00:37:07,115 --> 00:37:09,675 And so I was always driven to not do that. 745 00:37:09,675 --> 00:37:09,969 I was 746 00:37:10,130 --> 00:37:13,750 so you're you're you're you're not a fan of benchmarking either, I would imagine. 747 00:37:14,849 --> 00:37:18,505 Well, I think it's insulting, quite frankly, I think 748 00:37:18,505 --> 00:37:20,664 I think Don't don't don't hold back, Roy. 749 00:37:20,664 --> 00:37:21,864 Just tell me how it is. 750 00:37:21,864 --> 00:37:22,364 Yeah. 751 00:37:22,985 --> 00:37:27,780 And I've written if you really wanna find out, I mean, I've been blogging on this stuff since 752 00:37:27,780 --> 00:37:28,019 9. 753 00:37:28,019 --> 00:37:31,400 So there's all sorts of stuff in in my blogs on benchmarking. 754 00:37:31,539 --> 00:37:37,724 And I I consider benchmarking under the guise of innovation which a lot of people claim it is 755 00:37:37,784 --> 00:37:39,565 as being intellectually dishonest. 756 00:37:39,704 --> 00:37:43,784 How can you copy anybody and say you're being innovative and creative? 757 00:37:43,784 --> 00:37:44,525 You can't. 758 00:37:45,010 --> 00:37:49,089 But but we teach, go you know, we wanna solve a problem, go check out what other people do. 759 00:37:49,089 --> 00:37:55,554 And, unfortunately, if if if you only did that, and then chose to be different from that. 760 00:37:55,554 --> 00:37:56,054 Okay. 761 00:37:56,114 --> 00:37:57,574 I'm willing to have a conversation. 762 00:37:57,954 --> 00:38:04,920 If if all you do is take what the best practice company does and integrated into your company 763 00:38:04,920 --> 00:38:06,780 strategically, then you've got a problem. 764 00:38:06,840 --> 00:38:12,494 Now I will say there is a role for benchmark, but it's not in effectiveness and not at the 765 00:38:12,494 --> 00:38:13,474 strategy level. 766 00:38:13,535 --> 00:38:16,195 It's at the efficiency and maybe operations level. 767 00:38:16,309 --> 00:38:21,429 When you're looking to be more efficient within a strategic context that you've created 768 00:38:21,429 --> 00:38:23,609 yourself and it's unique and remarkable. 769 00:38:24,445 --> 00:38:24,925 Dan, okay. 770 00:38:24,925 --> 00:38:29,325 I'm willing to have that conversation, but the the problem is too many organizations look to 771 00:38:29,325 --> 00:38:34,309 gargling Google and benchmarking to help create their strategic destination. 772 00:38:35,329 --> 00:38:35,969 It's wrong. 773 00:38:35,969 --> 00:38:38,690 You can't do you can't be different in that set. 774 00:38:38,690 --> 00:38:40,230 So you gotta put it aside. 775 00:38:41,335 --> 00:38:43,994 Differentiation hates benchmarking. 776 00:38:44,295 --> 00:38:44,775 Boom. 777 00:38:44,775 --> 00:38:45,594 Full stop. 778 00:38:45,974 --> 00:38:46,934 So you gotta stop. 779 00:38:46,934 --> 00:38:51,700 I I my 2 of my recent conversations with business owners. 780 00:38:52,640 --> 00:38:58,315 One of them is in a in a in a a trash haulage business and you know, I said, well, how did 781 00:38:58,315 --> 00:38:59,434 you come up with your pricing? 782 00:38:59,434 --> 00:39:03,434 So, well, we looked at what everybody else was doing, and we we we put ourselves as that. 783 00:39:03,434 --> 00:39:05,855 I said, well, just increase your prices by 25%. 784 00:39:07,659 --> 00:39:08,460 Why would we do that? 785 00:39:08,460 --> 00:39:10,539 I said, would you think you're better than those people? 786 00:39:10,539 --> 00:39:11,019 He said, yes. 787 00:39:11,019 --> 00:39:12,719 I said, then put your prices up. 788 00:39:12,780 --> 00:39:15,324 And I said, nobody will nobody will know. 789 00:39:15,405 --> 00:39:16,204 That's one thing. 790 00:39:16,204 --> 00:39:19,905 And then another person was a a photographer, portrait photographer. 791 00:39:20,684 --> 00:39:26,849 I actually had my my a portrait done for my some of my landing pages, and she's all Mick, I 792 00:39:26,849 --> 00:39:29,110 I I don't know what to charge for my services. 793 00:39:29,250 --> 00:39:31,125 I been thinking about it for a year. 794 00:39:31,125 --> 00:39:32,405 I look at all these other people. 795 00:39:32,405 --> 00:39:36,265 And, man, I said, well, you're not a you're not a photographer. 796 00:39:37,519 --> 00:39:42,019 I said if you if you try and price yourself as a portrait photographer, you'll get portrait 797 00:39:42,159 --> 00:39:42,659 prices. 798 00:39:42,960 --> 00:39:45,545 I said, you're changing people's lives. 799 00:39:45,545 --> 00:39:54,730 You're you're allowing their internal self to be projected and manifest in an image form that 800 00:39:54,730 --> 00:39:56,269 will convey their values. 801 00:39:56,409 --> 00:39:58,190 It's it's a personal transformation. 802 00:39:58,730 --> 00:40:02,945 If you could change their destiny, You're not in the portrait business. 803 00:40:03,724 --> 00:40:05,164 See, you know, you've no. 804 00:40:05,164 --> 00:40:07,744 You know, you've just done that's freaking brilliant. 805 00:40:08,289 --> 00:40:12,309 What you've done is reframe your that's what I'm talking about reframing their thinking. 806 00:40:12,530 --> 00:40:12,769 Right. 807 00:40:12,769 --> 00:40:18,265 And now what you do is reframe it along the lines that you just described, and then claim 808 00:40:18,265 --> 00:40:23,144 that you're the only one that does what you do, and you will be, hence, the right to command 809 00:40:23,144 --> 00:40:26,159 premium prices in a world that doesn't have any competition. 810 00:40:27,099 --> 00:40:28,239 Well done, Mick. 811 00:40:28,940 --> 00:40:29,760 Great advice. 812 00:40:30,139 --> 00:40:30,780 Thank you. 813 00:40:30,780 --> 00:40:31,519 Thank you. 814 00:40:31,954 --> 00:40:37,255 So I asked these two questions of, all my guests, and I know your answers are gonna be 815 00:40:38,195 --> 00:40:41,980 entertaining, Roy, and and instructive Alright? 816 00:40:42,279 --> 00:40:46,760 So the first question is, what was what was the first sale you made? 817 00:40:46,760 --> 00:40:48,940 A lot of sales people listening to this show. 818 00:40:49,480 --> 00:40:51,019 What was your first sale? 819 00:40:51,894 --> 00:40:57,735 Well, the first of all, I've not done sales, but I and I'm not in sales. 820 00:40:57,735 --> 00:40:59,914 In fact, I don't believe you need sales. 821 00:41:00,219 --> 00:41:01,119 You want entertaining. 822 00:41:01,339 --> 00:41:02,880 I don't think you need sales. 823 00:41:03,019 --> 00:41:10,025 I'm in the serving business, because I actually believe that if you serve well, The transaction 824 00:41:10,565 --> 00:41:14,984 and the exchange of money will happen, and it'll happen with regularity. 825 00:41:15,204 --> 00:41:17,464 And isn't that what we want to do? 826 00:41:17,764 --> 00:41:18,244 Okay. 827 00:41:18,244 --> 00:41:25,449 So So the fact the the problem I have is sales has evolved with a certain kind of nomenclature 828 00:41:25,829 --> 00:41:27,849 and a certain sort of toolset. 829 00:41:29,074 --> 00:41:30,275 That I'm not a fan of. 830 00:41:30,275 --> 00:41:32,215 I'm not a fan of floggin products. 831 00:41:32,835 --> 00:41:37,175 I'm not a fan of of of cold calling and getting in people's faces, etcetera. 832 00:41:37,569 --> 00:41:44,449 I'm in a fan of building relationships and serving people so well that they feel guilty if 833 00:41:44,449 --> 00:41:45,829 they don't buy something. 834 00:41:46,085 --> 00:41:48,724 And so instead of selling, I'm in the buying business. 835 00:41:48,724 --> 00:41:49,765 And how can you do that? 836 00:41:49,765 --> 00:41:51,704 You get people to buy by serving. 837 00:41:52,244 --> 00:41:58,579 And so the one example that I will say to you that that resulted in, first of all, 838 00:41:58,639 --> 00:42:05,585 maintaining a multi $1,000,000 client and actually getting a fan for life that referred 839 00:42:05,585 --> 00:42:11,204 us and talked us up to every big business in Vancouver was a was a hotel. 840 00:42:11,880 --> 00:42:15,579 In Vancouver that we unfortunately put out a business. 841 00:42:15,800 --> 00:42:17,160 The switchboards went down. 842 00:42:17,160 --> 00:42:21,019 All our communication business, there was a technology issue, went down. 843 00:42:21,545 --> 00:42:26,664 The guy who I knew knew very well, calls me, and he's screaming at me. 844 00:42:26,664 --> 00:42:27,864 Just screaming at me. 845 00:42:27,864 --> 00:42:28,264 Right? 846 00:42:28,264 --> 00:42:29,784 Get you he had my number, boom. 847 00:42:29,784 --> 00:42:30,869 He's screaming at me. 848 00:42:30,869 --> 00:42:33,110 And I'm first thing I said, I'm sorry, Michael. 849 00:42:33,110 --> 00:42:35,130 Look at we'll take care of this right away. 850 00:42:35,430 --> 00:42:35,829 Okay. 851 00:42:35,829 --> 00:42:40,784 So the action that we took from that was first of all, he was out of business for about 3 to 4 852 00:42:40,784 --> 00:42:41,284 hours. 853 00:42:41,664 --> 00:42:45,264 First thing I did was I phoned phoned my finance department. 854 00:42:45,264 --> 00:42:49,829 I said, I wanna check for 30,000 bucks, and I want it in 15 minutes. 855 00:42:49,969 --> 00:42:50,289 Okay. 856 00:42:50,289 --> 00:42:52,530 Because I know what he's gonna ask for. 857 00:42:52,530 --> 00:42:56,864 He's gonna claim that he's been out of business, and he's gonna say, Hey, you owe me. 858 00:42:56,945 --> 00:42:57,264 Okay. 859 00:42:57,264 --> 00:42:58,724 So there's penalties associated 860 00:42:58,784 --> 00:42:59,105 with that. 861 00:42:59,105 --> 00:42:59,344 Right? 862 00:42:59,344 --> 00:42:59,505 Yep. 863 00:42:59,505 --> 00:43:01,344 So I said, I'm not gonna wait for him to ask. 864 00:43:01,344 --> 00:43:04,144 I want $30,000 right away. 865 00:43:04,144 --> 00:43:05,204 Beau want to check. 866 00:43:05,400 --> 00:43:10,360 Second thing, I did phone my my my sales director or vice president and said, tell me 867 00:43:10,360 --> 00:43:12,280 what this guy covets. 868 00:43:12,280 --> 00:43:15,765 What is he what is he what's his seat What does he really want? 869 00:43:16,144 --> 00:43:20,704 Well, it turns out that, you know, remember the old candlestick phones in the old days? 870 00:43:20,704 --> 00:43:25,460 Those those kinda like you know, cool, old retro phones that people would put on their 871 00:43:25,460 --> 00:43:25,940 desk. 872 00:43:25,940 --> 00:43:28,760 He wanted one of those, and he wanted it in red. 873 00:43:28,820 --> 00:43:31,000 And it was too cheap to buy one. 874 00:43:31,135 --> 00:43:35,394 And I'm talking, you know, his executive assistant has given us this information. 875 00:43:35,454 --> 00:43:35,934 Right? 876 00:43:35,934 --> 00:43:36,894 And so I said, okay. 877 00:43:36,894 --> 00:43:38,014 What we're gonna do? 878 00:43:38,014 --> 00:43:40,034 We're gonna get get one of those phones. 879 00:43:40,199 --> 00:43:44,360 Get a Holly of my vice president, so, boom, we go on a Mick down to Michael's office. 880 00:43:44,360 --> 00:43:46,360 So, this is, like, within 2 hours. 881 00:43:46,360 --> 00:43:51,285 So, boom, we're in his office and it Soon as we walk in was office, I say, Mick, I'm so sorry. 882 00:43:52,065 --> 00:43:53,184 We screwed up. 883 00:43:53,184 --> 00:43:54,144 You're absolutely right. 884 00:43:54,144 --> 00:43:55,000 We owe you. 885 00:43:55,320 --> 00:43:56,460 You know what he says? 886 00:43:56,760 --> 00:43:57,900 It's okay, Roy. 887 00:43:58,519 --> 00:43:59,260 It's okay. 888 00:43:59,639 --> 00:44:03,820 So I I handed him a check, and I said, I know this isn't enough. 889 00:44:04,545 --> 00:44:05,425 But here it is. 890 00:44:05,425 --> 00:44:05,744 Okay. 891 00:44:05,744 --> 00:44:05,985 Boom. 892 00:44:05,985 --> 00:44:07,824 He goes, well, you didn't have to do that. 893 00:44:07,824 --> 00:44:09,105 I said, yes, we did. 894 00:44:09,105 --> 00:44:12,644 And I said, the other thing I want is that we have a gift for you. 895 00:44:12,719 --> 00:44:14,079 So we had it all wrapped up. 896 00:44:14,079 --> 00:44:16,579 Presented the gift, right, of this phone. 897 00:44:16,800 --> 00:44:20,659 He opens the the the get, and he goes, oh my god. 898 00:44:21,054 --> 00:44:23,074 I've always wanted these things. 899 00:44:23,295 --> 00:44:24,734 Thank you so much. 900 00:44:24,734 --> 00:44:26,414 How did you ever find this out? 901 00:44:26,414 --> 00:44:26,914 Right? 902 00:44:27,054 --> 00:44:29,234 So Mick a long story short. 903 00:44:29,760 --> 00:44:33,940 I mean, it was not a confrontative conversation at all. 904 00:44:34,000 --> 00:44:36,640 We took the initiative, and did I sell him? 905 00:44:36,640 --> 00:44:37,065 Yes. 906 00:44:37,224 --> 00:44:43,464 I told him because we recovered from a screw up, a service screw up in a way that allowed me 907 00:44:43,464 --> 00:44:44,684 to build his loyalty. 908 00:44:44,969 --> 00:44:50,089 And get his confidence and earn the right to have him tell that story to everybody else. 909 00:44:50,089 --> 00:44:56,954 Well, it turns out, I mean, from that point on, this guy Every time he was asked a question 910 00:44:57,175 --> 00:44:59,355 about customer service because it's a hotel. 911 00:44:59,414 --> 00:44:59,914 Right? 912 00:44:59,974 --> 00:45:00,295 Yep. 913 00:45:00,295 --> 00:45:06,160 He would always tell the story about how we recovered and and made things right for him. 914 00:45:06,160 --> 00:45:08,500 And that's why that's my sales story. 915 00:45:08,640 --> 00:45:11,860 I tell it that way because it's not about selling, guys. 916 00:45:12,484 --> 00:45:13,045 It's not. 917 00:45:13,045 --> 00:45:18,324 It's about serving in a way that people care about that nobody else does and treating them 918 00:45:18,324 --> 00:45:20,344 as human beings, not flogging agents. 919 00:45:20,680 --> 00:45:22,200 They're not flogging agents. 920 00:45:22,200 --> 00:45:23,640 So so don't flog. 921 00:45:23,640 --> 00:45:24,300 Go serve. 922 00:45:24,920 --> 00:45:25,420 Exactly. 923 00:45:25,559 --> 00:45:27,340 And, you know, selling his service. 924 00:45:27,480 --> 00:45:27,885 Right? 925 00:45:28,045 --> 00:45:28,284 So 926 00:45:28,925 --> 00:45:33,724 Oh, we know that, but the problem is that textbooks, they promulgate things like funnel 927 00:45:33,724 --> 00:45:34,764 management and all that. 928 00:45:34,764 --> 00:45:36,545 I'm not saying that's not important. 929 00:45:37,140 --> 00:45:39,160 But it's way down the curve. 930 00:45:39,380 --> 00:45:39,619 No. 931 00:45:39,619 --> 00:45:41,059 I I way down the curve. 932 00:45:41,059 --> 00:45:41,619 I agree. 933 00:45:41,619 --> 00:45:45,140 And and the second question I asked was what was the most creative way? 934 00:45:45,140 --> 00:45:47,545 You gotta you gotta you you gotta climb. 935 00:45:47,545 --> 00:45:50,764 Well, I think you answered it with the one with the one story there. 936 00:45:50,984 --> 00:45:51,625 That that's it. 937 00:45:51,625 --> 00:45:52,424 But you know what? 938 00:45:52,424 --> 00:45:56,089 I mean, we've we've replicated We replicated that approach. 939 00:45:56,389 --> 00:45:59,589 Like, we actually had a service recovery strategy in our business. 940 00:45:59,589 --> 00:46:03,670 So most businesses don't have this because they don't like to admit they're gonna screw up. 941 00:46:03,670 --> 00:46:04,170 Okay? 942 00:46:04,255 --> 00:46:06,194 Because we've been taught not to screw up. 943 00:46:06,335 --> 00:46:08,574 So so do you all do it right the first time? 944 00:46:08,574 --> 00:46:08,815 No. 945 00:46:08,815 --> 00:46:08,974 No. 946 00:46:08,974 --> 00:46:09,134 No. 947 00:46:09,134 --> 00:46:10,094 You're gonna screw up. 948 00:46:10,094 --> 00:46:12,014 You better get it right the second time fast. 949 00:46:12,014 --> 00:46:14,670 So the power of recovery goes like this. 950 00:46:14,670 --> 00:46:19,390 You have 24 hours to fix it because if you don't fix it, then you're done. 951 00:46:19,390 --> 00:46:24,885 You're you're you're finished, but you do have the right If you recover in 24 hours and then 952 00:46:24,885 --> 00:46:30,265 you add something that surprises the individual, so let's fix it fast and surprise. 953 00:46:30,940 --> 00:46:33,599 If you don't, if you don't fix it, you can't surprise. 954 00:46:34,380 --> 00:46:38,914 But if you only fix it, you don't have any more loyalty because they expected you to. 955 00:46:38,914 --> 00:46:39,155 Right? 956 00:46:39,155 --> 00:46:41,015 So you need to fix it and surprise. 957 00:46:41,474 --> 00:46:46,275 We had a service recovery strategy in our business because we knew we'd screw up people 958 00:46:46,275 --> 00:46:47,894 or people technologies technology. 959 00:46:48,469 --> 00:46:50,650 And it wasn't a one time thing. 960 00:46:50,789 --> 00:46:55,609 In fact, this recovery strategy that we had completely changed the culture of the business. 961 00:46:55,829 --> 00:47:00,985 Because when you're in a recovery, the organizational hierarchark hierarchy doesn't 962 00:47:00,985 --> 00:47:07,579 exist because what I did is I empowered the person with the problem to own the 963 00:47:07,579 --> 00:47:08,079 organization. 964 00:47:09,739 --> 00:47:15,595 So middle management had a real problem with this, okay, because you know, they thought that 965 00:47:15,595 --> 00:47:18,474 they had a whole lot more currency than I was giving them credit for. 966 00:47:18,474 --> 00:47:23,730 And I said, look, your job is to support the person with the because we got 24 hours every 967 00:47:23,730 --> 00:47:25,590 time out to fix this. 968 00:47:25,650 --> 00:47:28,530 And then here's what I want you salespeople to do. 969 00:47:28,530 --> 00:47:30,985 I want you to tell me What they crave. 970 00:47:30,985 --> 00:47:32,344 You tell me what your clients crave. 971 00:47:32,344 --> 00:47:35,144 Exactly what I did with my sales vice president. 972 00:47:35,144 --> 00:47:38,285 My question to him was all about what have you learned? 973 00:47:39,130 --> 00:47:40,349 What what cravings? 974 00:47:40,489 --> 00:47:45,710 What secrets have you learned about the client that we can use, okay, in a recovery process? 975 00:47:45,945 --> 00:47:53,324 And so, I think sales need to be recovery addicts, and they need to be secret gatherers. 976 00:47:54,199 --> 00:47:56,619 I absolutely. 977 00:47:56,760 --> 00:48:04,094 And, you know, a lot of organizations talk about their CRM and it's very mechanical and is 978 00:48:04,094 --> 00:48:10,275 is it's kind of abuse, but what should be in there is that intelligence, that intellectual 979 00:48:10,414 --> 00:48:12,809 property of What's the customer really want? 980 00:48:12,809 --> 00:48:13,789 What's their background? 981 00:48:13,849 --> 00:48:15,130 How do we interact with them? 982 00:48:15,130 --> 00:48:16,969 What's the best way to speak to them? 983 00:48:16,969 --> 00:48:18,489 What are their what's their family like? 984 00:48:18,489 --> 00:48:20,644 So that you can talk to them as a human being. 985 00:48:20,804 --> 00:48:23,625 Are not as a transactional, you know, moment. 986 00:48:24,085 --> 00:48:24,565 Right. 987 00:48:24,565 --> 00:48:25,525 So I'm I'm with you. 988 00:48:25,525 --> 00:48:26,965 I'm with you entirely on that. 989 00:48:26,965 --> 00:48:29,864 I I had to change completely changed the compensation system. 990 00:48:29,989 --> 00:48:31,510 Of sales which drove them crazy. 991 00:48:31,510 --> 00:48:37,210 They all ran to their caves the moment I did it because I introduced I introduced the customer 992 00:48:37,269 --> 00:48:42,994 perception okay, which was based on relationship behaviors as 40% of their bonus, 993 00:48:42,994 --> 00:48:45,289 year 1, and I increased that. 994 00:48:45,769 --> 00:48:46,809 In succeeding years. 995 00:48:46,809 --> 00:48:52,230 So it became that's how I integrated this serving notion in with the existing Salesforce, 996 00:48:52,250 --> 00:48:59,775 not Flash cutting it but saying, okay, we are gonna ask your customers how you serve them, 997 00:48:59,775 --> 00:49:04,960 and it's gonna be based on maybe 4 behaviors, like Are you available? 998 00:49:05,739 --> 00:49:07,099 What kind of follow-up do you? 999 00:49:07,099 --> 00:49:10,460 You know, all the SIP these are not important not complicated things. 1000 00:49:10,460 --> 00:49:15,545 And yet, they govern the sales decisions or the purchasing decisions of customers. 1001 00:49:16,244 --> 00:49:21,049 So we had to reinvent that because my experiences, you know, people, salespeople, 1002 00:49:21,269 --> 00:49:24,409 people in sales, they do what they're paid for. 1003 00:49:24,549 --> 00:49:26,069 They would do what they're paid to do. 1004 00:49:26,069 --> 00:49:28,554 So The secret is to get the sales comp plan right. 1005 00:49:28,554 --> 00:49:32,155 If you get it wrong, it's it's a hundred miles of bad road. 1006 00:49:32,155 --> 00:49:32,394 Right? 1007 00:49:32,394 --> 00:49:32,635 Yeah. 1008 00:49:32,635 --> 00:49:37,340 That's that's a that's a whole different show then, Roy, we can go on that forever. 1009 00:49:37,960 --> 00:49:40,039 So so I gotta I gotta question for you. 1010 00:49:40,039 --> 00:49:42,199 So as we kind of wrap wrap this up. 1011 00:49:42,199 --> 00:49:42,699 Okay? 1012 00:49:43,824 --> 00:49:48,945 Like me, you you know spring chicken, although you are springing around. 1013 00:49:48,945 --> 00:49:49,605 I am. 1014 00:49:49,664 --> 00:49:52,279 You you you you are you are full of energy. 1015 00:49:52,279 --> 00:49:54,119 What what is it that's driving you? 1016 00:49:54,119 --> 00:49:56,139 What's your what's your mission? 1017 00:49:56,199 --> 00:50:01,864 Why are you so passionate and still doing this when you could be not in a rainy Vancouver, you 1018 00:50:01,864 --> 00:50:04,765 could be languishing on some tropical beach somewhere. 1019 00:50:05,385 --> 00:50:06,824 Well, that's I I do. 1020 00:50:06,824 --> 00:50:13,070 I do languish I consider that whole picture, what I would say, part of my my sort of the my 1021 00:50:13,070 --> 00:50:17,804 achieve the my achiever DNA which is kinda driven throughout this whole thing. 1022 00:50:17,804 --> 00:50:20,704 Like, my whole life has been that I gotta do stuff. 1023 00:50:20,925 --> 00:50:22,045 I gotta I gotta keep going. 1024 00:50:22,045 --> 00:50:24,829 I gotta there's always things to do, etcetera, etcetera. 1025 00:50:25,150 --> 00:50:29,950 In this particular case, because I've been asked this question before, it's not like I'm a 1026 00:50:29,950 --> 00:50:36,744 great altruist, but I'll tell you what my my My view of a great day for for me would be, you 1027 00:50:36,744 --> 00:50:40,539 know, if we think about that that normal distribution curve, right, 1028 00:50:40,780 --> 00:50:41,179 Mhmm. 1029 00:50:41,179 --> 00:50:43,260 With a with a with the with the bell curve. 1030 00:50:43,260 --> 00:50:43,900 The bell curve. 1031 00:50:43,900 --> 00:50:44,300 Yeah. 1032 00:50:44,300 --> 00:50:47,340 With the glut in the middle where most people reside. 1033 00:50:47,340 --> 00:50:52,045 And you go out to the right hand tail where the the superstars are, then you go to the left 1034 00:50:52,045 --> 00:50:53,244 where the wannabes are. 1035 00:50:53,244 --> 00:50:53,744 Right? 1036 00:50:54,284 --> 00:50:58,224 What if what if we could take that glut? 1037 00:50:58,400 --> 00:51:03,940 And move them two points to the right, okay, in the way we conduct business. 1038 00:51:04,400 --> 00:51:11,035 Can you imagine First of all, the amount of personal pleasure that that would create in 1039 00:51:11,035 --> 00:51:16,719 individuals, can you imagine the successful careers that that would create. 1040 00:51:16,719 --> 00:51:23,295 Can you imagine the economic benefits of business improvement and performance that would 1041 00:51:23,295 --> 00:51:25,554 generate in in the in the world. 1042 00:51:25,775 --> 00:51:28,574 And I say that's really what I would like to do. 1043 00:51:28,574 --> 00:51:30,434 I'd like to be a part of that. 1044 00:51:31,099 --> 00:51:37,500 What I'm finding, it's difficult because we have this huge inertia that's created by 1045 00:51:37,500 --> 00:51:44,905 textbook Thinking, Mick, and the stuff that used to work yesterday, and a reticence to try 1046 00:51:45,045 --> 00:51:49,609 be different or be dead those sorts, I'm not saying that's the only one, but that kind of 1047 00:51:49,609 --> 00:51:56,214 thinking, nonlinear kinds of thinking, it's really hard to get people off that until we 1048 00:51:56,214 --> 00:51:57,034 have a conversation. 1049 00:51:57,894 --> 00:51:59,714 Because I always say, look at, Mick. 1050 00:51:59,894 --> 00:52:03,434 You can trust what I've said to you today and so can your listeners. 1051 00:52:03,910 --> 00:52:04,869 And and and viewers. 1052 00:52:04,869 --> 00:52:07,610 And the reason for that is I did it. 1053 00:52:07,910 --> 00:52:14,214 This is the stuff that drove a relatively early company to a billion in sales. 1054 00:52:14,214 --> 00:52:15,734 You know what that company is today? 1055 00:52:15,734 --> 00:52:17,655 It's 18,000,000,000 a year. 1056 00:52:17,655 --> 00:52:24,119 And I'd like to think that we, as a team, had a little part to play in it, But the success is 1057 00:52:24,119 --> 00:52:31,405 getting people 1 by 1 to asking them how I how can I be different to not gargle Google to try 1058 00:52:31,405 --> 00:52:33,905 and create a little bit as opposed to copying? 1059 00:52:34,125 --> 00:52:35,405 So let's not ponder. 1060 00:52:35,405 --> 00:52:36,224 Let's practice. 1061 00:52:36,525 --> 00:52:38,704 Let's do stuff, not think about stuff. 1062 00:52:39,059 --> 00:52:43,940 And it's I gotta tell you, if I didn't have such a high level level of energy, it would 1063 00:52:43,940 --> 00:52:47,454 break me down, but I gotta tell you, mate, it is not gonna break me down. 1064 00:52:47,454 --> 00:52:49,614 And I'm gonna keep driving this thing too. 1065 00:52:49,614 --> 00:52:53,155 And when I'm on a bed, it's that's gonna be in my IV. 1066 00:52:53,215 --> 00:52:53,375 Right? 1067 00:52:53,375 --> 00:52:57,809 And I'm still gonna be talking about It's gonna be sugar water would be different or be dead in 1068 00:52:57,809 --> 00:52:58,309 it. 1069 00:52:59,809 --> 00:53:03,090 But, Roy, look, it's been such a delight speaking with you. 1070 00:53:03,090 --> 00:53:09,315 And and the Mick experiences you've shared are very, very practical. 1071 00:53:09,775 --> 00:53:15,110 You've you've you've wrapped some strategic thinking and a structure around it that we can 1072 00:53:15,110 --> 00:53:15,849 take away. 1073 00:53:16,150 --> 00:53:17,610 These are not theories. 1074 00:53:17,670 --> 00:53:19,690 You've it's tried and tested. 1075 00:53:19,989 --> 00:53:23,494 You've scaled it it comes over with massive conviction. 1076 00:53:23,795 --> 00:53:30,355 If people want to learn more about, you know, being a different or be dead, presumably you 1077 00:53:30,355 --> 00:53:34,460 have some books and blogs and things that people can refer to. 1078 00:53:34,460 --> 00:53:36,619 How can people connect with you and learn? 1079 00:53:36,619 --> 00:53:36,780 Yeah. 1080 00:53:36,780 --> 00:53:41,204 I probably have way too much of all that I have a website called be different or be dead.com. 1081 00:53:41,585 --> 00:53:43,364 So please come and visit. 1082 00:53:43,664 --> 00:53:47,025 What you'll find there is, I blog regularly about this context. 1083 00:53:47,025 --> 00:53:50,180 So there's a lot of content I've been blogging since 2009. 1084 00:53:51,039 --> 00:53:53,119 I mean, that's when I first kinda formally started. 1085 00:53:53,119 --> 00:53:57,380 That was my first book called be different or be dead, your business survival guide. 1086 00:53:57,554 --> 00:54:01,635 And since then, and you can find this on the website, I've written another Mick books. 1087 00:54:01,635 --> 00:54:03,574 So information on the book is there. 1088 00:54:03,714 --> 00:54:07,289 The blogs there I have this page, and I haven't talked about this before. 1089 00:54:07,289 --> 00:54:09,230 This is the first time called thoughtful remarks. 1090 00:54:09,610 --> 00:54:14,030 It's kinda like a record of what people say about the content. 1091 00:54:14,545 --> 00:54:17,664 And the experience that that they have when we talk about it. 1092 00:54:17,664 --> 00:54:20,144 And it's kinda cool to give you a flavor for that. 1093 00:54:20,144 --> 00:54:21,364 And then I have an email. 1094 00:54:22,039 --> 00:54:22,780 It's roid.osing@gmail.com. 1095 00:54:25,079 --> 00:54:31,534 And, Mick, I'm happy to have a conversation with anybody who's interested enough to contact 1096 00:54:31,594 --> 00:54:34,954 me and and and be curious about what this is all about. 1097 00:54:34,954 --> 00:54:39,849 And, you know, I get I get people emailing me in now because you're about the 85th or 86 1098 00:54:39,909 --> 00:54:42,789 podcasts I've done in the last, you know, 18 months or so. 1099 00:54:42,789 --> 00:54:45,344 So talk about just kinda getting on and doing this. 1100 00:54:45,344 --> 00:54:48,224 And I get people saying, hey, Roy, heard the podcast. 1101 00:54:48,224 --> 00:54:49,425 Here's my only statement. 1102 00:54:49,425 --> 00:54:50,324 What do you think? 1103 00:54:50,704 --> 00:54:51,304 Hey, man. 1104 00:54:51,304 --> 00:54:52,965 That that's just brilliant. 1105 00:54:53,184 --> 00:54:54,005 That's awesome. 1106 00:54:54,065 --> 00:54:56,630 So please take advantage of me. 1107 00:54:56,630 --> 00:54:58,010 I'm here to be had. 1108 00:54:58,710 --> 00:54:59,210 Fabulous. 1109 00:54:59,429 --> 00:54:59,750 Thanks. 1110 00:54:59,750 --> 00:55:05,864 Such a generous offer at your very gracious And, yeah, sizzlers, I want you to all go away 1111 00:55:06,324 --> 00:55:08,824 and write your own only statement. 1112 00:55:09,045 --> 00:55:10,244 You learned how to do it. 1113 00:55:10,244 --> 00:55:13,920 Why you're the only person somebody should do business with. 1114 00:55:13,980 --> 00:55:18,140 If you can't answer that question, you're always gonna be the middle man, the middle 1115 00:55:18,140 --> 00:55:19,579 price, you know, the middle winner. 1116 00:55:19,579 --> 00:55:25,184 If you wanna be the best, If you wanna excel, you wanna be bold, get that only statement 1117 00:55:25,244 --> 00:55:25,744 together. 1118 00:55:26,045 --> 00:55:28,045 Roy, thank you for coming on the show. 1119 00:55:28,045 --> 00:55:28,945 It's been fantastic. 1120 00:55:29,400 --> 00:55:30,199 Oh, you're welcome, Mick. 1121 00:55:30,199 --> 00:55:31,239 Thanks for having me. 1122 00:55:31,239 --> 00:55:32,300 Really enjoyed it. 1123 00:55:32,440 --> 00:55:32,940 Cheers. 1124 00:55:35,320 --> 00:55:38,619 And, sadly, we've come to the end of another great show. 1125 00:55:40,094 --> 00:55:46,114 Please, could you go to Apple Podcasts and leave us a review if you enjoyed this show? 1126 00:55:46,974 --> 00:55:56,710 Secondly, If you go to sell the sizzle.net, I've got some fancy artificial intelligence 1127 00:55:57,775 --> 00:56:05,030 that will interrogate all of my episodes and give you any of the answers that you need on 1128 00:56:05,030 --> 00:56:05,429 sales. 1129 00:56:05,429 --> 00:56:06,949 So you have to go to the website. 1130 00:56:06,949 --> 00:56:11,269 You can do it on your phone or on your computer, sell the sizzle.net, and you can see 1131 00:56:11,269 --> 00:56:13,130 just see a search bar at the top. 1132 00:56:13,135 --> 00:56:19,614 So if you type something in there like cold call or objection handling, it'll pull out all 1133 00:56:19,614 --> 00:56:23,780 the chapters in the episodes that talk about that specific subject. 1134 00:56:24,640 --> 00:56:25,780 Have fun with that. 1135 00:56:25,840 --> 00:56:29,619 Let me know how you get on, and we'll see you next week.