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Your Business Is 3 Decisions From Bankruptcy · Business Roundtable

0:13
Speaker 1: Welcome back to the Business Roundtable podcast. I am your host,
0:17
Speaker 1: David Carr. Founders through your Business, and part of that
0:20
Speaker 1: is bringing amazing and great people to you every week
0:23
Speaker 1: here on the podcast. And I'm excited to get into
0:26
Speaker 1: this topic today because I'm going to challenge you, listeners,
0:29
Speaker 1: your business owners, you point of leadership where you are
0:34
Speaker 1: seeing a business growing, but it doesn't necessarily mean it's stable.
0:39
Speaker 1: You might think so, and in fact, a lot of
0:41
Speaker 1: founders look at growth and it's masking deeper issues and
0:45
Speaker 1: it's dependency, lack of structure, maybe decisions that are piling
0:49
Speaker 1: up increasing risk behind the scenes, and so they don't
0:52
Speaker 1: really realize it until it breaks. And that's where I'm
0:54
Speaker 1: excited to have and unpack this of what a true
0:58
Speaker 1: successful business looks like with Tracy Holland. And Tracy is
1:02
Speaker 1: a founder, an investor, and operator. She's helps scale Hatch
1:06
Speaker 1: Beauty to over seve undred and fifty million dollars in
1:08
Speaker 1: revenue and now works with founders to build businesses. Actually
1:12
Speaker 1: last She's got some amazing background history and I'm super
1:16
Speaker 1: excited to have you here on the podcast.
1:18
Speaker 2: Tracy, Thank you, David, thanks for having me.
1:21
Speaker 1: Absolutely, I'm just gonna ask right to the get go
1:24
Speaker 1: of like, what when does that business that looks successful
1:29
Speaker 1: on the outside but it's actually fragile, it's fragmented underneath.
1:33
Speaker 1: What are you seeing there, Tracy, Because you have such
1:35
Speaker 1: an experience with working in so many different businesses and
1:37
Speaker 1: business owners.
1:39
Speaker 2: Yeah, you know, it depends on what size business, right,
1:43
Speaker 2: and so I think there are different issues at different stages. Yeah,
1:47
Speaker 2: And there's a great book called Traction. If you haven't
1:52
Speaker 2: read Traction, I highly recommend it. If you're not using it,
1:55
Speaker 2: you need to know more about how to do what's
1:59
Speaker 2: needed at the different different stages. But you know, I
2:02
Speaker 2: think what you will find is at the beginning, there's
2:06
Speaker 2: always a sales issue. Generally speaking, revenue is a crucial issue.
2:11
Speaker 2: Then once revenue gets solved, then you have a staffing issue,
2:15
Speaker 2: and it's a replication of yourself and finding a way
2:18
Speaker 2: to bring consistency to a consumer consumer experience. And then
2:23
Speaker 2: the next thing is the layers of management and staffing,
2:28
Speaker 2: And then how do you communicate and ensure the vision
2:32
Speaker 2: stays true and the scale continues When you can't necessarily
2:36
Speaker 2: touch and feel and guide everyone on the team because
2:41
Speaker 2: you're there's not enough of you to go around, and
2:44
Speaker 2: then ultimately it's you figuring out what your true best
2:49
Speaker 2: way of contributing to the company is because as many
2:53
Speaker 2: of us can say, as founders, we think we're great
2:56
Speaker 2: at all aspects of the business. And I call it
2:59
Speaker 2: founder idea. And when I meet someone who has founder itis,
3:02
Speaker 2: I say, you know, I think you have seen a
3:07
Speaker 2: place of stagnation because you don't see where you fit
3:10
Speaker 2: in the business and where you're better served finding a
3:13
Speaker 2: replacement for the role that you play in these other areas.
3:17
Speaker 2: And how do you optimize the gifts that you were
3:21
Speaker 2: first bestowed in which you were able to build the
3:24
Speaker 2: company and know when to fire yourself as an operator
3:29
Speaker 2: and move yourself into the owner's box.
3:32
Speaker 1: Yeah, that's powerful. Yeah, that was one of my questions
3:34
Speaker 1: I had, was like, what do you you You kind
3:37
Speaker 1: of answered it, But when you see that, what do
3:39
Speaker 1: you consistently see there like that those founders don't talk
3:43
Speaker 1: about And if they don't have somebody like you, Tracy,
3:46
Speaker 1: they might even realize that. Like you said, I think
3:48
Speaker 1: you got founder artists didn't even realize how much they
3:50
Speaker 1: have it, right, Yeah, you don't.
3:53
Speaker 2: Well, and here are the symptoms, because the nice thing
3:56
Speaker 2: about founder itis, just like any ale meant it traditionally
4:01
Speaker 2: comes with symptoms. So you can say, oh, I have
4:05
Speaker 2: a sore throat, running nose. You kind of know I
4:08
Speaker 2: have a cold. Okay, So tell me if any of
4:11
Speaker 2: these things are resonating for you in this moment, and
4:13
Speaker 2: it may be a place in which you need to
4:16
Speaker 2: take a pause. So one is you find yourself irritable, agitated,
4:20
Speaker 2: and white knuckling twenty three out of twenty four hours
4:23
Speaker 2: a day. Number two is you find yourself running on
4:30
Speaker 2: fumes and not having enough bandwidth to not only fill
4:33
Speaker 2: your own cup, but you find yourself irritable with your
4:36
Speaker 2: family members, your loved ones, your kids because you're feeling
4:40
Speaker 2: taxed and stressed. Number three, you are working Monday through
4:46
Speaker 2: Friday twelve to fifteen hours, and then you're waiting to
4:49
Speaker 2: Saturday and Sunday to catch up on your email and
4:51
Speaker 2: get your email done because you didn't get any of
4:54
Speaker 2: that done during the week because you were holding too
4:56
Speaker 2: many meetings. Right. Well, yeah, Number four is you don't
5:04
Speaker 2: know your KPIs if you're If I ask a founder
5:08
Speaker 2: or an entrepreneur, tell me, I just want to know
5:10
Speaker 2: kind of generally speaking, tell me what your current ar
5:13
Speaker 2: is and what's you're aging. Tell me what your current
5:16
Speaker 2: AP is, Where do you sit in, how much money
5:19
Speaker 2: do you owe? Do you know what your sales forecast
5:22
Speaker 2: is for the year? Approximately? Are you going to land
5:25
Speaker 2: kind of on where you were last year below or above?
5:29
Speaker 2: And by what percentage?
5:31
Speaker 1: Right?
5:31
Speaker 2: Do you have an idea of where you're landing in
5:33
Speaker 2: terms of revenue? Has anything major impacted your business? So
5:38
Speaker 2: tariffs can be of major impact, or any kind of
5:43
Speaker 2: takeout of team or key members of your team, or
5:48
Speaker 2: any kind of major impact or a key customer relationship.
5:53
Speaker 2: So if if a founder doesn't know their KPIs, and
5:58
Speaker 2: I'm talking like ARAP on hand, how much as sellable
6:01
Speaker 2: inventory do you currently have if you're in an inventory
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Speaker 2: carrying business, or what was your head count this last
6:08
Speaker 2: month on a services business? Like, if you don't know
6:11
Speaker 2: your basic KPIs and you're kind of like, I need
6:14
Speaker 2: to get back to you, you're definitely not in your
6:17
Speaker 2: own area of genius and zone of genius because somebody
6:21
Speaker 2: else is not going to look at that the way
6:23
Speaker 2: you are, unless you have a very cool, skilled CFO
6:28
Speaker 2: head of finance somebody who's really checking to make sure
6:32
Speaker 2: that you are covered in these key areas of your business.
6:37
Speaker 1: Mm. Yeah, and would you say you know they're having
6:43
Speaker 1: when growth I mentioned leading led with with growth starts
6:46
Speaker 1: hiding problems instead of solving them. And so sometimes I've
6:49
Speaker 1: heard this many times, Racy, and I'd love you to
6:51
Speaker 1: speak to it. Where their revenue is going up but
6:53
Speaker 1: their profitability is going down.
6:55
Speaker 2: Yes, I agree with that, And there's a period in
6:58
Speaker 2: time in which that it's okay because there's a gap
7:03
Speaker 2: generally from growth to profitability because generally we need to
7:10
Speaker 2: infrastructure a business to sustain measurable growth over time, and
7:14
Speaker 2: that could include team or headcount that includes a SaaS
7:19
Speaker 2: system of CRM or some automation that needs to be
7:22
Speaker 2: integrated in order to bring efficiency. So I'm okay with
7:28
Speaker 2: this kind of gap. But where I start to see
7:33
Speaker 2: issues with especially direct to consumer brands and brands that
7:37
Speaker 2: are front facing and driving through marketing is they see
7:42
Speaker 2: a row as number of two, three, four, and they're like, oh,
7:45
Speaker 2: for every dollar I spend, I'm bringing back four in return,
7:50
Speaker 2: so I should be making money, and yet they don't
7:53
Speaker 2: really understand where their sales are coming from and they
7:56
Speaker 2: don't know are you remarketing to existing customers or are
8:02
Speaker 2: you bringing in new customers? And if you're spending AD
8:05
Speaker 2: dollars on existing customers, you already paid once for them.
8:09
Speaker 2: You shouldn't have to pay his second time.
8:11
Speaker 1: Right, Yeah, does this make sense? Yeah?
8:14
Speaker 2: Yeah, it's okay with ROAs bringing in new top of
8:17
Speaker 2: funnel customers. But if you're if you're really looking at
8:22
Speaker 2: where your your source of income is coming from, ensure
8:26
Speaker 2: that you're not paying fresh new dollars to bring back
8:31
Speaker 2: old customers. That is through ads, and I'm talking meta ads,
8:35
Speaker 2: et cetera. You can retarget through newsletters and CRM and
8:40
Speaker 2: all that good stuff. And that's okay, But I do
8:44
Speaker 2: see d you two see brands getting confused about the
8:48
Speaker 2: KPIs and the metrics that really will bring them success
8:51
Speaker 2: over the long term, which is the lifetime value of
8:54
Speaker 2: that customer that they've already paid to obtain.
8:57
Speaker 1: Yeah. Absolutely, absolutely, So what I'm hearing is is, you know, hey,
9:03
Speaker 1: you need to be paying attention to these these patterns
9:06
Speaker 1: and and this is where you've you've seen this so
9:08
Speaker 1: many times over and over again, Tracy. These these blind
9:11
Speaker 1: spots that they're they're thinking they're actually doing me more
9:13
Speaker 1: successful than they are. And one thing that we talked
9:17
Speaker 1: about before we recorded the podcast that stood out to
9:19
Speaker 1: me and I wanted to bring on the podcast, is
9:21
Speaker 1: you said to me, there's your your three three decisions
9:24
Speaker 1: away from bankruptcy. If you're not paying attention to this,
9:27
Speaker 1: can you unpack that a little bit more? Because I
9:29
Speaker 1: think that was so powerful when you brought that concept
9:31
Speaker 1: to me.
9:32
Speaker 2: Yeah, I think so. I liken it to flying an airplane, right,
9:37
Speaker 2: So can you imagine if your pilot got on the
9:39
Speaker 2: plane and he put on autopilot and something was wrong
9:43
Speaker 2: with autopilot and he wasn't going back and checking his
9:48
Speaker 2: coordinates to make sure that he was heading in the
9:50
Speaker 2: right direction. I think business is a little bit the
9:53
Speaker 2: same way. And we've heard these stories about Tesla autopilot
9:58
Speaker 2: driving and then you know, flies off the side of
10:01
Speaker 2: the road. I think of business the same way. And
10:03
Speaker 2: what happens I hear often is the complacency of a
10:07
Speaker 2: founder saying and here's one of my favorites. Founders say, oh,
10:10
Speaker 2: I'm not in sales. I love my business, but I'm
10:15
Speaker 2: not sales. I don't do sales. I'm actually the product inventor.
10:19
Speaker 2: I'm the creative. I loved working on the product. And
10:23
Speaker 2: I always say, if you're not in sales meetings with
10:27
Speaker 2: your key customers, and if you have a sales person
10:30
Speaker 2: or sales team, that's okay. But as the founder and
10:35
Speaker 2: as the product person, is incumbent upon you to be
10:38
Speaker 2: part of the sales process front facing to the customer.
10:42
Speaker 2: So that's number one. Number one way I see founders
10:47
Speaker 2: go off off their plan and then find out too little,
10:53
Speaker 2: too late that they have made a critical error. Okay.
10:58
Speaker 2: Number two is the the tie or the combination of
11:02
Speaker 2: your on hand inventory and your inbound inventory with your
11:06
Speaker 2: cash and your sales pipeline. So those three things have
11:11
Speaker 2: to be married up all the time. And you need
11:13
Speaker 2: to know how much do I have in my warehouse
11:16
Speaker 2: that is sellable, how much do I have on the
11:18
Speaker 2: water coming in, how much do I have in terms
11:21
Speaker 2: of cash to pay for all these goods? And then
11:24
Speaker 2: what's my pipeline look like on the sales front, is
11:27
Speaker 2: there any material change? And really having your finger on
11:31
Speaker 2: the pulse of that. If you're an inventory carrying business
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Speaker 2: is literally ninety days away from going into default or
11:40
Speaker 2: having a I mean obviously depending on what your cash
11:43
Speaker 2: resources are now which liquidity you have, But I think
11:47
Speaker 2: of businesses between one to twenty million, that's an absolute
11:51
Speaker 2: mission critical number to know. And then the third one
11:55
Speaker 2: is your culture. How are your people wanting to show up?
12:00
Speaker 2: Are they enjoying themselves? Are your people working for you
12:03
Speaker 2: or against you? Like there's nothing more inherent than good
12:09
Speaker 2: team culture and hygiene right within that cultural environment and
12:14
Speaker 2: staying connected as humans to the vibe of what's happening
12:20
Speaker 2: inside your four walls. And are people coming to work
12:24
Speaker 2: with joy? Are they treating your customers with love when
12:28
Speaker 2: they answer your phone and they're on your behalf answering
12:32
Speaker 2: your phone and saying, hey, I'm just calling to talk
12:36
Speaker 2: to this person. And how they're received at the front
12:40
Speaker 2: door or how they're received on the phone, is as
12:43
Speaker 2: such a representation as to whether people want to come
12:46
Speaker 2: back and do business with you.
12:48
Speaker 1: Yes, absolutely crazy, right, you know That's what I'm passionate
12:52
Speaker 1: on steward your business. Take care of your people and
12:55
Speaker 1: show that up there and it shows up at the
12:56
Speaker 1: bottom line at the end of the day, Like you're
12:58
Speaker 1: saying absolutely yeah, yes, And so I mean, Tracy, you've
13:05
Speaker 1: been around doing this and to find good people. And
13:09
Speaker 1: I love working with your team. By the way, you
13:10
Speaker 1: had an amazing team as we're getting ready for the podcast.
13:13
Speaker 1: But to have people that stick with you a year
13:16
Speaker 1: after year through all the different things, I like to
13:18
Speaker 1: say that gives you a competitive advantage in the market
13:20
Speaker 1: for every that people that are truly engaged and committed
13:24
Speaker 1: and loyal, right, Tracy.
13:26
Speaker 2: Oh, one hundred percent. It makes all the difference. And
13:29
Speaker 2: the truth is they want to know when things are
13:32
Speaker 2: going south, and they want to know when where they
13:35
Speaker 2: can play a role in fixing it rather than.
13:39
Speaker 1: You know.
13:40
Speaker 2: And that's why I say, if you're white knuckling and
13:43
Speaker 2: irritable and showing up short and showing up crispy, I
13:47
Speaker 2: always call it, Oh, I'm feeling crispy, Guys, I'm worried.
13:51
Speaker 2: Is your people feel that vibe from you? They feel
13:54
Speaker 2: the energy, and then they're like, is my job on
13:57
Speaker 2: the line? Should I be worried? What's happening?
14:00
Speaker 1: Yes?
14:00
Speaker 2: And that comes across to your team and to your
14:03
Speaker 2: people and to your customers. And at the end of
14:06
Speaker 2: the day, people do business with people they know like
14:08
Speaker 2: and trust periods.
14:10
Speaker 1: Absolutely. As you said that, Tracy, there's a book. You
14:15
Speaker 1: probably know Brenny Brown, but she wrote a book and
14:17
Speaker 1: one of them was called Atlas the Heart And then
14:20
Speaker 1: that shory she talked about being a waitress and coming
14:22
Speaker 1: into the restaurant and she says, I'm blown, like meaning
14:25
Speaker 1: I'm cooked. I need help, And people knew exactly what
14:28
Speaker 1: that meant and they stepped in and they helped each other.
14:30
Speaker 1: And I think that is an amazing organization if they
14:33
Speaker 1: know that, of like, how do we help and create
14:35
Speaker 1: a self sustaining organization? But why is it do you
14:38
Speaker 1: say that? Because I hear they're the fragility of what
14:40
Speaker 1: you're saying, tracy of business owners maybe delay or they
14:44
Speaker 1: don't think that, well it's not that bad. I could
14:47
Speaker 1: find somebody else, and you know, there's at least I've
14:50
Speaker 1: seen that, And they don't know the cost of, like
14:52
Speaker 1: you said earlier, of finding getting somebody implemented up to speed,
14:56
Speaker 1: knowing all the processes and procedures and how to why
14:59
Speaker 1: is it there a or they kind of want to
15:01
Speaker 1: push off and that which is creating this fragility if
15:04
Speaker 1: you will, like kind of yeah, putting a distance from that.
15:07
Speaker 2: Yeah. I think as humans we do that when we're stressed, right.
15:12
Speaker 2: Our brains are reptilian. When we're in fear, that fight
15:15
Speaker 2: or flight response takes over and we start to hunker
15:19
Speaker 2: down into our storytelling and all of our mindset issues
15:22
Speaker 2: around this isn't working. What do I do? I'm alone.
15:27
Speaker 2: I don't know what to how to handle this, and
15:30
Speaker 2: that creates a fragile environment because people can feel that
15:36
Speaker 2: from you. And you know, the reality is, guys, if
15:40
Speaker 2: you're on the fence about starting a business and you're like, gosh,
15:43
Speaker 2: i feel like I don't love my job and I'm
15:45
Speaker 2: thinking about starting a company and I want to be
15:47
Speaker 2: an entrepreneur, believe me, it's so much to me. It
15:51
Speaker 2: seems so much more challenging to be a business owner
15:55
Speaker 2: than it is to be anchored into a role with
15:59
Speaker 2: a company that has SOPs and responsibilities and team. And yes,
16:05
Speaker 2: there are aspects of large companies that everyone here could
16:08
Speaker 2: probably point to and say, well, they're not loyal, or
16:12
Speaker 2: they're politics or their other issues. But you know, being
16:16
Speaker 2: a business owner means you are a waitress. You are
16:20
Speaker 2: Lucille Ball on the line with the chocolates and you're
16:25
Speaker 2: stuffing a couple in your mouth and in your shirt,
16:27
Speaker 2: and then you're hoping that the.
16:30
Speaker 1: Conveyor keeps you know.
16:33
Speaker 2: So, I think what Brenne Brown is saying is so true,
16:36
Speaker 2: which is if you're opting in for that life, which
16:40
Speaker 2: I have my entire life, and I will tell you
16:44
Speaker 2: that there's many lonely moments, especially if you're in a
16:48
Speaker 2: life love relationship, that if you're not in a relationship
16:51
Speaker 2: with a partner who understands that you have another marriage
16:56
Speaker 2: and that's your business, that it can get overwhelming. And
17:03
Speaker 2: the way I handle that is I'm really open about it,
17:06
Speaker 2: and I have my mindset practices that I make sure
17:10
Speaker 2: that I implement every single day, and then I encourage
17:14
Speaker 2: my team to do the same, and we talk a
17:16
Speaker 2: lot about what those are, so they have that as
17:20
Speaker 2: an anchor and a value of a core value of
17:22
Speaker 2: our business. And then when there's issues, they're all volunteering
17:29
Speaker 2: to say, here are the issues I'm seeing and these
17:31
Speaker 2: are the things going wrong, which is so much better
17:34
Speaker 2: to know upfront than to have a punitive work environment
17:37
Speaker 2: in which people are afraid to speak.
17:40
Speaker 1: Absolutely well, you're leading by example, Tersey. What I hear
17:43
Speaker 1: you saying and what I see a lot of business
17:46
Speaker 1: owner struggle one Again. Why I want to do on
17:47
Speaker 1: the podcast is there's like oftentimes this yes, you're you're
17:52
Speaker 1: this business, You're married to it. It is absolutely your baby,
17:54
Speaker 1: if you will, but it becomes completely dependent upon you.
17:59
Speaker 1: And so the you know where I'm sure you're familiar
18:03
Speaker 1: with that book E Myth by Michael Gerber, where you
18:05
Speaker 1: have where you have somebody that's the baker and they're like,
18:08
Speaker 1: I want to make the cakes, but then they don't
18:10
Speaker 1: understand how to do all the other parts. Be the manager,
18:12
Speaker 1: be the entrepreneur, and do all of those things and
18:14
Speaker 1: move between them. Like you said, be part of the
18:16
Speaker 1: sales process, but also be out of it. Understand that
18:19
Speaker 1: and so talk a little bit about your maybe your
18:21
Speaker 1: journey of like how you became not so like I'm
18:24
Speaker 1: not the answer person to know everything right because you
18:27
Speaker 1: can't be like you said, you can't be everywhere. But
18:29
Speaker 1: talk a little about your journey and what you've seen
18:31
Speaker 1: and how you've helped founders kind of get out of
18:34
Speaker 1: that bottleneck.
18:35
Speaker 2: Yeah, I think The Myth is such a rock star book.
18:40
Speaker 2: I think Michael Gerber was way ahead of his time.
18:43
Speaker 2: And I read that book the same year or two
18:46
Speaker 2: I read zig Zigler's book on sales and having a
18:51
Speaker 2: heart led sales connection with this idea that sales isn't
18:58
Speaker 2: actually sales. Sales is listening to the issues that your
19:03
Speaker 2: customers are sharing with you and then having a service
19:06
Speaker 2: oriented heart in which your goal is to solve that
19:09
Speaker 2: issue for them. That is sales. And I think of
19:15
Speaker 2: it about that every single day, which is first of all,
19:19
Speaker 2: I love love solving solving problems. It's one of my
19:22
Speaker 2: favorite things to do. And if you don't inherently love
19:25
Speaker 2: solving problems, being an entrepreneur is not probably your best
19:31
Speaker 2: bet as a career path. But let's just say you're
19:35
Speaker 2: a great lawyer, a great doctor, or a great CPA
19:40
Speaker 2: and you say, I'm tired of working for others and
19:42
Speaker 2: I want to go do this on my own. Speaking
19:45
Speaker 2: to the e myths premise is really know your self,
19:50
Speaker 2: know thyself, and then put yourself in the role that
19:54
Speaker 2: will make you the optimal, best service led, heart per
20:01
Speaker 2: of the solution that you are selling. And then surround
20:05
Speaker 2: yourself with other people who do that for you in
20:10
Speaker 2: support of that effort, and pay them well and respect
20:14
Speaker 2: to their input and let them stay in their lane.
20:17
Speaker 1: Yes, yeah, that's beautiful, well said Tracy, And I would
20:21
Speaker 1: say if those of you that are listening to this,
20:23
Speaker 1: because I've heard many people fall into the trap to
20:26
Speaker 1: what you said, I want to go do this for myself.
20:29
Speaker 1: But basically they've just created their own job. It's not
20:31
Speaker 1: really a business. It's a job and that's it. And
20:35
Speaker 1: they haven't really created something that's a legacy and people
20:38
Speaker 1: that could be a part of the greater vision. But
20:39
Speaker 1: what I found what you just said, Tracy, I can
20:41
Speaker 1: totally tell you've done this deep work with yourself, and
20:44
Speaker 1: I think you bring this to your clients. But I
20:46
Speaker 1: found a lot of people stay in the technician mode
20:49
Speaker 1: of like this, I'm just going to double down on
20:51
Speaker 1: a technician, and they haven't embraced what you just described
20:54
Speaker 1: as I call your natural voice order, the way that
20:57
Speaker 1: you show up innately apart from your technical skills. And
21:00
Speaker 1: I think there's a challenge in the workplace of how
21:02
Speaker 1: do I embrace that and what does that can you?
21:05
Speaker 1: And then what does that look like? Because you're a
21:07
Speaker 1: leader and somebody somebody else is a leader, but they
21:09
Speaker 1: may be showing up differently as that and it's okay
21:12
Speaker 1: to be different and sometimes they're kind of well, a
21:14
Speaker 1: leader is uh uh, you know Donald Trump and Elon
21:17
Speaker 1: and Musk so Steve Jobs. That is a type of leader,
21:20
Speaker 1: but that isn't all of the leaders out there. And
21:22
Speaker 1: so you know, to your point, like, how do you
21:24
Speaker 1: understand that about yourself and value that and then value
21:27
Speaker 1: your point, value your team and have them then feel
21:30
Speaker 1: safe enough to come talk to you because they know
21:32
Speaker 1: who they are and they know who you are and
21:33
Speaker 1: we can like really work well together.
21:36
Speaker 2: Yeah, I think. So let's back up. I think most
21:40
Speaker 2: technical people who own businesses in our technicians in their
21:46
Speaker 2: own right are excellent at delivering solutions m H. And
21:52
Speaker 2: their team is very focused on here's our product or
21:55
Speaker 2: here's our solution, here's what we do. Well, what you
22:00
Speaker 2: haven't done in that is stepped into the service oriented,
22:06
Speaker 2: heart led space that says, my real job here is
22:11
Speaker 2: to listen to what my customer's pain points are, find
22:15
Speaker 2: out how they're suffering from that pain point, solve it
22:20
Speaker 2: by identifying and saying to our customer, I hear you,
22:25
Speaker 2: and then teasing out what are the pain points that
22:28
Speaker 2: we solve for making sure that the whole team knows
22:32
Speaker 2: what those pain points are that we solve for can
22:36
Speaker 2: can speak it, can say it, can put it, put
22:38
Speaker 2: it in a five second recap. Here's what we do
22:43
Speaker 2: and this is the technical way in which we solve
22:47
Speaker 2: it within our four walls. And you could really apply
22:51
Speaker 2: this if you think about it any to any any
22:53
Speaker 2: business to be canted. And so once your people understand
22:59
Speaker 2: those l elements, they will feel embodied by the same
23:04
Speaker 2: vision that you have. And I can give you a
23:08
Speaker 2: for example. I spoke to a woman last week who's
23:12
Speaker 2: a brilliant technical. She assesses performance and teams, she identifies
23:22
Speaker 2: where their performance issues and then she comes in and says,
23:26
Speaker 2: I'll lead the team to the next level, and in
23:28
Speaker 2: that process maybe we weed out some folks that don't
23:31
Speaker 2: fit exactly.
23:32
Speaker 1: Yeah.
23:33
Speaker 2: So when I said to her, what do you exactly
23:36
Speaker 2: do and she said, well, I lead teams? And I
23:39
Speaker 2: said what kind of teams? And she goes, it doesn't
23:42
Speaker 2: matter teams in any business. I said, okay, how is
23:45
Speaker 2: your sales pipeline right now? How many companies do you
23:48
Speaker 2: have that are willing to hire you to do this?
23:51
Speaker 2: And she said, well, that's my problem none. I know
23:54
Speaker 2: how to do all these things, but I really don't
23:56
Speaker 2: have a way of getting new clients in the door.
23:59
Speaker 2: And I said, okay, let's back up then and start
24:02
Speaker 2: to talk about what are the pain points that the
24:05
Speaker 2: companies that you would be working with have. When would
24:09
Speaker 2: they find that they need you? And she goes, well,
24:12
Speaker 2: when they're not scaling, when they're not growing, when they're
24:15
Speaker 2: internal politics. And I said, well, it's actually a much
24:18
Speaker 2: bigger problem than that, if you think about it. Let's
24:21
Speaker 2: step back even further. It's a revenue problem. Is it's
24:25
Speaker 2: impacting your client's future revenue or current revenue is at
24:31
Speaker 2: risk of growth or stability if they do not figure
24:35
Speaker 2: out how to build and scale teams with good excellent
24:40
Speaker 2: team leadership or skills or whatever it is that you
24:43
Speaker 2: bring in. And she's like yes, And I said, okay,
24:46
Speaker 2: so what is turnover cost? What does it cost them
24:48
Speaker 2: to have a key person leave? What does it cost
24:51
Speaker 2: them if they can't replicate the role very quickly? So
24:55
Speaker 2: we started mapping out tangible costs. I said, okay, let's
24:59
Speaker 2: go back and let's have you research. Because she's in
25:03
Speaker 2: a very specific area of core business that she likes
25:06
Speaker 2: to service, very specific types of companies. I said, go
25:10
Speaker 2: find out how many of these companies are suffering from
25:13
Speaker 2: this issue like five percent or fifty percent, and at
25:17
Speaker 2: what stage of their business do they usually see these issues?
25:21
Speaker 2: And I know for me, I went from thirty people
25:24
Speaker 2: in my company to one hundred and twenty and at
25:27
Speaker 2: that forty to fifty person tipping point, everything fell apart
25:33
Speaker 2: yep in my business. I mean I can go through
25:37
Speaker 2: and stack for you like five major crash moments in
25:42
Speaker 2: that year and then going from fifty to one hundred
25:45
Speaker 2: and twenty, many many of the issues that we face,
25:48
Speaker 2: and I'm talking things like I had never even thought of,
25:51
Speaker 2: like sexual harassment, lawsuits or whatever it may be, because
25:55
Speaker 2: I didn't have my pulse on everyone on the team
26:00
Speaker 2: of what was going on because I couldn't.
26:02
Speaker 1: Right yes, yes.
26:04
Speaker 2: And so when you start to tease out or when
26:07
Speaker 2: you start to break it down in terms of how
26:12
Speaker 2: to solve any business issue you have, in my opinion,
26:16
Speaker 2: is know who your customer is and what's their biggest
26:19
Speaker 2: pain point and what are the major inflection points for
26:23
Speaker 2: them in which they need as solve, and then make
26:27
Speaker 2: sure your team really can speak to that because that's
26:30
Speaker 2: your mantra, that's your mission. The fact that you can
26:34
Speaker 2: do these technical things, Well, is really not that big.
26:37
Speaker 1: Of a deal, right, Yes, yes.
26:42
Speaker 2: Because there are other people who do technical things probably
26:45
Speaker 2: better than you do because they have AI or they
26:47
Speaker 2: have the right. But if you have the service oriented
26:53
Speaker 2: heart of being, like your mission in life is my
26:58
Speaker 2: mission in life, I can say really easily. I am
27:01
Speaker 2: here on this planet to help women make obscene amounts
27:05
Speaker 2: of money. Entrepreneurial women, I believe do not understand how
27:10
Speaker 2: much access they have to income for themselves, in for
27:13
Speaker 2: their business. And my goal in life is to help
27:17
Speaker 2: women find an easy, easy, smooth path to wealth creation
27:23
Speaker 2: by utilizing some of the things I've learned to build
27:26
Speaker 2: and grow and scale their business. That's simple, and so
27:29
Speaker 2: I become obsessed with how do I help these women figure?
27:33
Speaker 1: Absolutely absolutely, It's why I wanted to do y you
27:36
Speaker 1: on the podcast. Like I told you when we were
27:38
Speaker 1: talking that before I started through your business, I work
27:42
Speaker 1: with a woman owned company here in California, Sacramento, and
27:45
Speaker 1: she started the company in twenty twelve. Unfortunately when I
27:48
Speaker 1: came by the time I came with her in twenty eighteen, Tracy,
27:50
Speaker 1: to your point, you know she was struggling and having
27:52
Speaker 1: people to that scale the business couldn't sustain people. Finally
27:56
Speaker 1: we got a million in revenue the first year I
27:58
Speaker 1: was there with her, And but it was to your point,
28:00
Speaker 1: she was involved with NABO and other women business owners
28:03
Speaker 1: and getting outside help because you know, for the various reasons,
28:10
Speaker 1: there was these obstacles and these challenges. And I think
28:12
Speaker 1: that's why I wanted to have on the podcast, is
28:14
Speaker 1: that that if you're that woman business owner or any
28:18
Speaker 1: of it. This applies whether you're a woman or not.
28:19
Speaker 1: But if you're listening to this and you're like, man,
28:21
Speaker 1: I'm stuck, Well there's somebody out here, Tracy, who's an
28:24
Speaker 1: advocate that you can call on and say, hey, goodness,
28:27
Speaker 1: I'm not alone. I can get through this and I
28:30
Speaker 1: can really make a difference. Whatever is not that burden
28:32
Speaker 1: on my heart and my mission to reach people. And
28:36
Speaker 1: I think to your point, Tracy, I think there's these
28:38
Speaker 1: folks that have this true burden, because I think you
28:40
Speaker 1: and I both know if you're just trying to get
28:42
Speaker 1: into for money that's not going to sustain you. Yes,
28:44
Speaker 1: it's too Awfully, the money is like they think they've seen,
28:46
Speaker 1: money is a by product, is the fruit of doing
28:49
Speaker 1: all this work? Well, right, that mission and that vision
28:53
Speaker 1: that has put a burden in your heart, because I'll
28:55
Speaker 1: tell you, as a business owner myself, now there's days
28:59
Speaker 1: where if you don't have that, you don't have that
29:01
Speaker 1: compelling vision, you're not going to continue on. You're going
29:03
Speaker 1: to burn out and be one of the numbers of
29:06
Speaker 1: the many failed businesses out there.
29:08
Speaker 2: That's right, And the reality is we've got to have fun, guys,
29:13
Speaker 2: Otherwise we shouldn't be doing this.
29:15
Speaker 1: Amen, Amen, crazy.
29:16
Speaker 2: Doing something else? We can do something else.
29:19
Speaker 1: Amen, absolutely, And I so appreciate that you're you're you're
29:24
Speaker 1: bringing this to the forefront and and that's why I
29:26
Speaker 1: want to have you on the podcast. And by the way,
29:28
Speaker 1: you guys are listening to this, we're gonna put all
29:30
Speaker 1: in the show notes how you connect with with Tracy
29:33
Speaker 1: and interfif and you know we're connected on LinkedIn and
29:36
Speaker 1: all that good stuff. So make sure you go to
29:38
Speaker 1: our show notes and lead comments too, so Tracy can
29:40
Speaker 1: respond to this if you have a comment or back
29:42
Speaker 1: by all means. But so you know as we go
29:46
Speaker 1: through we we remove this dependency if you will. The
29:50
Speaker 1: founder obviously is integral. But what have you seen then,
29:54
Speaker 1: as how do we build that business that chassis, if
29:56
Speaker 1: you know that structure over and you know consistently, is
30:01
Speaker 1: it where you're coming in, Tracy, or you're having the
30:04
Speaker 1: outside boats, you know where they're at, and you're like,
30:05
Speaker 1: you're almost like if that, like you said, headcount or
30:09
Speaker 1: dollar amount, you're probably gonna be running into these problems
30:12
Speaker 1: and challenges. So you can actually help them kind of
30:14
Speaker 1: look forward and say you're gonna need a more refined CRM,
30:19
Speaker 1: or you're going to need some kind of enterprisers or
30:20
Speaker 1: planning software, whatever the case might be. Or you're going
30:23
Speaker 1: to be needed to do more hiring and recruiting because
30:25
Speaker 1: of so so on and so forth. So how how
30:28
Speaker 1: do you come in with business owners or how and
30:30
Speaker 1: help them look at this Tracy, because obviously there's different
30:33
Speaker 1: different types of businesses and whatnot. But yeah, walk us
30:35
Speaker 1: through a little bit of the process of how you
30:37
Speaker 1: help these these business owners.
30:39
Speaker 2: I don't anymore because I just don't have time. I
30:44
Speaker 2: buy distressed assets. I have teams I drop in and
30:48
Speaker 2: I build and scale them, and I many times reap
30:51
Speaker 2: the founder to an equity equity position that they would
30:55
Speaker 2: have lost otherwise. And that's where I utilize my time
31:02
Speaker 2: I used to work with with clients and with companies,
31:07
Speaker 2: and I've worked now with over three thousand entrepreneurs in
31:12
Speaker 2: the last two and a half years through Inner Fifth,
31:15
Speaker 2: and I realize, if I did this and this is
31:18
Speaker 2: really my passion, not my income source, I would be like,
31:23
Speaker 2: it's like five full time jobs. So I have my
31:27
Speaker 2: podcast and I talked to entrepreneurs and that's free, and
31:31
Speaker 2: I give them my thoughts on different topics. And in
31:34
Speaker 2: this year and Inner Fifth, I'm specifically very focused on
31:37
Speaker 2: live stream selling and teaching, especially women entrepreneurs, how to
31:42
Speaker 2: utilize live stream selling as a free way to promote
31:48
Speaker 2: and build and grow their audience. And I believe in
31:52
Speaker 2: the old days, we used to sell one to one,
31:54
Speaker 2: and now there's an opportunity to sell to one to
31:57
Speaker 2: many and eventually one to million. And so many people
32:01
Speaker 2: jump right into paid ads and they say, Okay, we'll
32:04
Speaker 2: do ads, and then ads aren't working and they don't understand.
32:08
Speaker 2: And my encouragement in teaching how to live stream sell.
32:15
Speaker 2: And my last business, I just sold it a couple
32:17
Speaker 2: of months ago. I did twenty seven million in two
32:20
Speaker 2: years in live stream selling from zero from like an
32:23
Speaker 2: idea to launching. Twenty four months later, we had done
32:27
Speaker 2: twenty seven million at about seven and a half million
32:30
Speaker 2: in Ebadon. Then I sold the company. We closed in
32:34
Speaker 2: March on that business and I teach I want to
32:39
Speaker 2: teach women how I learned how to do that, as
32:43
Speaker 2: well as how I recommend you start and what it
32:46
Speaker 2: takes to live stream sell. And it's not just products.
32:50
Speaker 2: You can also do it with services. You can do
32:52
Speaker 2: it with if you have a restaurant and if you're
32:56
Speaker 2: an orthodontist. I want to teach women my approach to
33:02
Speaker 2: how I build an audience, how I connect with customers,
33:05
Speaker 2: how I listen, how I solve, and then how I
33:09
Speaker 2: bring products or services to them and create a very warm,
33:16
Speaker 2: high conversion audience that's interested in buying what I'm selling
33:20
Speaker 2: because I'm not selling anything, I'm.
33:22
Speaker 1: Just talking mm hm hm. That's super powerful. I mean,
33:25
Speaker 1: I think a lot of business owners struggle with, like
33:28
Speaker 1: you said first potentially at the beginning, like how to
33:30
Speaker 1: get the sales getting owing, the calf flow going. So
33:33
Speaker 1: if they can get that structure in place, like you're saying,
33:35
Speaker 1: and that's amazing test that you were able to do
33:38
Speaker 1: that from zero in two years twenty seven million, and
33:40
Speaker 1: the value that you created is tremendous. And again why
33:44
Speaker 1: I want you on the podcast because again, some people
33:46
Speaker 1: get stuck in the I was just talking to a
33:48
Speaker 1: branding expert earlier today, Tracy. People are just stuck on oh,
33:52
Speaker 1: I got it my logo and the colors, and I
33:53
Speaker 1: got to get my LLC and this other stuff. And
33:55
Speaker 1: they're not thinking things strategically like you're talking about, right,
33:58
Speaker 1: They're just getting sucked into things that it's like, doesn't
34:01
Speaker 1: make that much of a difference.
34:04
Speaker 2: Right, right, And at the end of the day, you're
34:09
Speaker 2: the best solved to any business issue. And I always
34:12
Speaker 2: say to entrepreneurs, oh, is this a money issue. If
34:15
Speaker 2: it's a money issue, then it's not really an issue.
34:17
Speaker 2: It's always solvable. We just need to figure out what
34:21
Speaker 2: is the solved and get really creative about it. But
34:24
Speaker 2: my point to these folks who are focused on their
34:27
Speaker 2: logo or all those things which I love, I mean,
34:30
Speaker 2: those are all important, but solve first with sales and
34:33
Speaker 2: make sure that you have enough jet fuel to keep
34:36
Speaker 2: everything moving so that you can have time to do that,
34:40
Speaker 2: because that's your luxury is time.
34:43
Speaker 1: Yes. Uh, well, and I'm gonna we just I just
34:46
Speaker 1: had a recent podcast Tracy, with a PR specialist Ronical Clarity,
34:53
Speaker 1: and we were talking about, you know, how business owners
34:56
Speaker 1: get it wrong in their trying to get placement and visibility,
34:59
Speaker 1: but they're messages off and so what does the message
35:02
Speaker 1: to your point? What's the core message or themes? And
35:06
Speaker 1: you know, why do why is there such a they're
35:09
Speaker 1: moving past that? And I hear you saying it again,
35:12
Speaker 1: slow down, get really clear on this problem that you
35:15
Speaker 1: solve and understand it, and and they're just going so
35:18
Speaker 1: quickly sometimes and I think if it goes it goes
35:21
Speaker 1: to the core of branding too as well as like
35:23
Speaker 1: there's a skip like we want to get uh, we
35:27
Speaker 1: want to get this uh brand board or vision, you know,
35:30
Speaker 1: visual guideline. But it's like, hold on, it's really what
35:33
Speaker 1: is your ethos, your mythos, your pathos, what is it
35:36
Speaker 1: all you about? And I think, Tracy, that's what I'm
35:39
Speaker 1: hearing you say loud and clear, and at least I'm
35:42
Speaker 1: that they need to do that. But it takes somebody
35:45
Speaker 1: like you, I think, Tracy, to draw it out of them,
35:46
Speaker 1: Like do you just give that example of this other
35:48
Speaker 1: woman that you're working with and she wasn't even clear on.
35:51
Speaker 2: That interesting, So we do that inside of interface and
35:55
Speaker 2: the way I I have a and if this is
35:58
Speaker 2: useful for anyone out there, I want you to really
36:02
Speaker 2: utilize this because this is probably the easiest way to
36:05
Speaker 2: do this first pass at this work, which is imagine
36:10
Speaker 2: going to Instagram and you can go to mine and
36:13
Speaker 2: you can see exactly my formula. So Tracy M. Holland,
36:17
Speaker 2: please tag me and I'll lovingly send you back a
36:21
Speaker 2: DM and share my thoughts with you if you want
36:24
Speaker 2: me to look at your page and give you thoughts.
36:26
Speaker 2: But the best way to do this if you go
36:29
Speaker 2: to my Instagram, you will see it says exactly who
36:33
Speaker 2: I am one very very short sentence. I am a
36:37
Speaker 2: female entrepreneur. I solve this problem, and this is how
36:43
Speaker 2: I solve it. And now link to get more information.
36:48
Speaker 2: Here's my link tree, which you can go in and
36:50
Speaker 2: then see some examples of my work. You can see
36:52
Speaker 2: my press, you can see my substack. But here's who
36:55
Speaker 2: I am, here's the problem that I solve, and here's
37:00
Speaker 2: how I go about doing it. And you can see
37:03
Speaker 2: I've done it in a very succinct way. But it's
37:06
Speaker 2: my formula, and I say that true of every single
37:10
Speaker 2: person in your company. If you want one hundred million,
37:14
Speaker 2: and I went from zero to one hundred million. It
37:15
Speaker 2: took me five and a half years, but I self
37:17
Speaker 2: funded that with a bank. I didn't have private equity,
37:21
Speaker 2: I didn't have venture investment. I don't have a rich uncle.
37:24
Speaker 2: And I will tell you that every person in that
37:29
Speaker 2: company knew exactly who we are, what we do, and
37:33
Speaker 2: who we solve for. And it was so clearly defined
37:38
Speaker 2: that we knew we don't make beauty products with celebrity
37:43
Speaker 2: talent and retail That is not what we do. But
37:46
Speaker 2: if you ask me, that is actually what we do.
37:50
Speaker 2: That's how I get paid. But what we actually did
37:54
Speaker 2: is we brought innovative, creative brand solutions to retailers who
37:59
Speaker 2: wanted a point of difference. So they want to have
38:02
Speaker 2: something unique in their retail environment that doesn't have a
38:06
Speaker 2: competitor across the street selling the exact same product potentially
38:10
Speaker 2: at a dollar less, a dollar more, with the same size, whatever.
38:15
Speaker 2: We created unique products that were brand products, unique brands
38:22
Speaker 2: or unique products for retailers so they had a point
38:24
Speaker 2: of difference from their competitor. And yes, we did that
38:29
Speaker 2: with celebrity talent, and yes, we did that with innovation
38:32
Speaker 2: and all the things that we did. But that's so
38:35
Speaker 2: that's like how you make the sausage. You know, when
38:39
Speaker 2: you sell the sausage, you need to be like, are
38:42
Speaker 2: you starving? Are you famished? Have you not had a
38:45
Speaker 2: decent meal? Like you need to go to the pain?
38:49
Speaker 1: Yes, you know, absolutely yes, And I think sometimes I
38:54
Speaker 1: know I found in this trap, Tracy, if you wanted
38:56
Speaker 1: to help so much that you're offering the solution and
38:59
Speaker 1: the benefits and you're not getting to the like you said,
39:02
Speaker 1: the pain. And they're like, uh, And I get this
39:04
Speaker 1: all the time, especially on LinkedIn. Unfortunately, they're pitching me
39:07
Speaker 1: all the time. I'm like, you don't even know the problem.
39:09
Speaker 2: You haven't listened to me, right, you have to, you
39:14
Speaker 2: have to know what you're facing. So let me give
39:17
Speaker 2: some examples to those who are saying, now, I kind
39:20
Speaker 2: of get what she's saying, but I don't even know
39:22
Speaker 2: how to go there. So the way you go there is,
39:25
Speaker 2: first of all, look at my Instagram and how I've
39:28
Speaker 2: laid it out, how I say, here's who i am.
39:31
Speaker 2: I'm a female, I'm award winning female entrepreneur. I help
39:35
Speaker 2: women find unabashed wealth and success by teaching them KPI's
39:41
Speaker 2: livestream selling and go to market strategies. For example, it
39:47
Speaker 2: needs to be here's who I am, here's what I
39:50
Speaker 2: do for these type of clients or for this person,
39:53
Speaker 2: and here's the problem I solve, and here's how I
39:55
Speaker 2: do it. That same approach is in us in a
40:00
Speaker 2: meeting with anyone you're talking to, where you start to say,
40:03
Speaker 2: what's your biggest issue, what's keeping you up at night,
40:05
Speaker 2: what makes you sweat? Why did you go with this
40:08
Speaker 2: last provider and why didn't it work? What would you
40:11
Speaker 2: be doing differently? And those kinds of questions are how
40:15
Speaker 2: you're going to get to the heart of the issue
40:18
Speaker 2: and then how you can start creating packages and opportunities
40:23
Speaker 2: to solve for it.
40:25
Speaker 1: Fantastic. I want to go longer with you, Tracy, but
40:28
Speaker 1: we're getting close to into the episode here and you've
40:30
Speaker 1: dropped so many good things and there's way more I
40:33
Speaker 1: want to unpack here. But you know, I hope as
40:37
Speaker 1: as you're listening, as you're the business owner, you're there,
40:39
Speaker 1: you're you're in a company, maybe you're thinking about stepping
40:41
Speaker 1: out on your own that these things are starting to
40:45
Speaker 1: swirl around your brain a little bit and think, Okay, man,
40:47
Speaker 1: I didn't I hadn't thought about this, I didn't consider this.
40:50
Speaker 1: I like to treacy to maybe I didn't ask you
40:53
Speaker 1: a question, or maybe I missed something. And I want
40:55
Speaker 1: to make sure I give you the opportunity if if
40:58
Speaker 1: I'm the business owner or I'm the person thinking about
41:00
Speaker 1: stepping out on doing this, what was what would be
41:03
Speaker 1: something that you would want them to start to do
41:06
Speaker 1: today so that they could actually apply this what we've
41:09
Speaker 1: been going through. Well, you gave them this, so they
41:11
Speaker 1: can definitely go to your Instagram. We're going to put
41:13
Speaker 1: that in the links you guys, definitely go to your Instagram.
41:15
Speaker 1: But if there's something else that you would say, if nothing,
41:17
Speaker 1: if you did nothing else start and it could you
41:21
Speaker 1: know whatever that might be, Trace, I'd love to hear
41:22
Speaker 1: from you. What would you encourage our listeners to start
41:25
Speaker 1: doing today?
41:27
Speaker 2: I would be mapping out who are you solving the
41:31
Speaker 2: problem for and what is the biggest problem that they face? Right,
41:36
Speaker 2: So let me give you another for example, Yeah, I
41:39
Speaker 2: met a woman who has designed the best, tightest, coolest
41:44
Speaker 2: gene denim gene that fits your body and when you
41:48
Speaker 2: take it on and off, it doesn't stay you know,
41:52
Speaker 2: it doesn't stay out of shape. It just like sucks
41:54
Speaker 2: you back in and it holds you in and makes
41:57
Speaker 2: you look great. So she was going on and on
41:59
Speaker 2: about what the fabric was and how you know you
42:03
Speaker 2: can stretch it and it pulls back, and what it's
42:06
Speaker 2: woven by, and what kind of fitments she's using, and
42:09
Speaker 2: she was so in love with these jeans. And I said,
42:12
Speaker 2: who are the genes for? And she said, well, for me,
42:15
Speaker 2: for you, for anyone who wants to really feel like
42:18
Speaker 2: they're being held in and everything's like smooth and you know,
42:23
Speaker 2: tucked in. And I said, no, no, no, what's happening. Why
42:26
Speaker 2: would I want to buy these jeens?
42:29
Speaker 1: Like?
42:29
Speaker 2: What is it that? What's the thing that I wake
42:33
Speaker 2: up in the morning and I go to my closet
42:35
Speaker 2: and there's fififty pairs of pantants and these And why
42:39
Speaker 2: would I select your jeans out of the fifty other
42:43
Speaker 2: pairs of pants in my closet to wear that day?
42:45
Speaker 2: How am I feeling about myself? And she's like, well,
42:50
Speaker 2: let's say you were going to your high school reunion
42:53
Speaker 2: and you wanted to look like you were back in
42:55
Speaker 2: high school and it's your thirty year high school reunion.
42:58
Speaker 2: My jeens, when you put them on, like they bring
43:01
Speaker 2: you in two three sizes, and when you wear them,
43:05
Speaker 2: you just feel so good about yourself because everything goes
43:09
Speaker 2: back to where it once was and you never have
43:12
Speaker 2: to worry about pockets of things hanging out and not
43:15
Speaker 2: being And I was like, all right, the hook is
43:23
Speaker 2: butt bulge, fat, thigh bulging, you know, Thanksgiving over eight
43:31
Speaker 2: at Thanksgiving whatever it may be. These jeens before and after,
43:36
Speaker 2: put them side by side, and so let's go deep
43:38
Speaker 2: into the problem. Let's go deep into the problem of
43:42
Speaker 2: how do you feel when you put on a pair
43:44
Speaker 2: of pants and you can't button them? How does it
43:45
Speaker 2: feel when you split your jeans because they're too tight
43:49
Speaker 2: and you can't wear them any longer, you know. And
43:52
Speaker 2: once we went into that, she was able to roadmap
43:56
Speaker 2: exactly who her customer was, even down to an a
44:00
Speaker 2: range to say, gosh, you know, a woman post pregnancy,
44:04
Speaker 2: especially after a second or third child, this is where
44:06
Speaker 2: really things go into never never land, you know, and
44:11
Speaker 2: it takes a year to two to gain your figure back.
44:16
Speaker 2: So we were able to really define two or three
44:21
Speaker 2: of our avatars just by going deep and deeper, deeper,
44:25
Speaker 2: deeper into the pain. So if you want to make
44:29
Speaker 2: a million dollars, I'm just telling you this right now,
44:31
Speaker 2: try this and call me if you want to make
44:34
Speaker 2: a million dollars this year. And I don't know how
44:37
Speaker 2: much you're making, so it doesn't matter if you make
44:39
Speaker 2: ten million, you want to make twenty, if you want
44:40
Speaker 2: five million and make ten. If you want to make
44:43
Speaker 2: a million dollars this year and you're listening to this,
44:45
Speaker 2: I will tell you how to do that. And that
44:47
Speaker 2: is doing exactly what I just said. Get deep, deep,
44:50
Speaker 2: deep into the avatar of who you're solving the issue
44:54
Speaker 2: for and what their biggest, most heart wrenching, scariest moments
45:00
Speaker 2: of wake up and cold sweat in the middle of
45:04
Speaker 2: the night, and get deep into that and feel it
45:07
Speaker 2: for her. Put it on paper, put words around it,
45:10
Speaker 2: and put feelings around it. Describe what it feels like.
45:13
Speaker 2: When is she feeling that? At what stage of life
45:15
Speaker 2: is she in? Is she single? Is she married, is
45:18
Speaker 2: she divorce? What's going on at home? Get deep and
45:22
Speaker 2: that way, when you're sitting in front of that customer,
45:25
Speaker 2: you can say, are you experiencing this, Tell me more
45:28
Speaker 2: about it. Is this sound right for you? Give me more.
45:31
Speaker 2: This is how we solve for that. Let me tell
45:34
Speaker 2: you what we do.
45:35
Speaker 1: To approach that beautiful.
45:37
Speaker 2: And you have a yes before you even show them
45:41
Speaker 2: the price. It doesn't matter. The price does not matter.
45:45
Speaker 1: Yes, I will, I will, I will just echo Tracy. Literally,
45:48
Speaker 1: I had a sales call right before this and he
45:50
Speaker 1: said to me, you know, you hit it. He said, Hey,
45:54
Speaker 1: my big problem. My thing I say is I help
45:56
Speaker 1: business owners and leaders take vacations because they cannot step
45:59
Speaker 1: away from the business. And he said, literally, I can't
46:01
Speaker 1: take a vacation. He told me that on the call,
46:03
Speaker 1: and he's like, I need it, and I need and
46:05
Speaker 1: how do we do this? While we developed it, you're
46:06
Speaker 1: becoming a better leader and you can you know, trust
46:09
Speaker 1: you routine to your point. But he quoted that to me, Tracy,
46:12
Speaker 1: like you're saying of like the problem that I'm facing,
46:14
Speaker 1: you know, then yes, And.
46:17
Speaker 2: I would be saying, gosh, how many summers do you
46:20
Speaker 2: have left? Right, We're coming into summer and you're thirty
46:24
Speaker 2: You're thirty eight, so you have what forty more summers?
46:28
Speaker 2: How old are your kids? You know, like this is
46:32
Speaker 2: where it gets real. Yes, and people start to say,
46:38
Speaker 2: oh my gosh, my kid's fourteen and I haven't taken
46:42
Speaker 2: a summer vacation in five years, ten years. I don't know.
46:46
Speaker 2: I don't even know what that means. Like that's where
46:49
Speaker 2: I say, go deep, go deep.
46:52
Speaker 1: Absolutely, absolutely well, I would love We're going to maybe
46:56
Speaker 1: have to have you come back, Tracy, but this has
46:58
Speaker 1: been a fantastic episode of having you on here. And
47:01
Speaker 1: I think what people realize I'm hoping that you guys
47:05
Speaker 1: are listening in and listen here is is go deeper.
47:08
Speaker 1: I think whatever, however deep you think you are, I
47:11
Speaker 1: would say, go deeper again to what you're saying, Tracy,
47:14
Speaker 1: and really double down on that because I think sometimes
47:17
Speaker 1: we think we're deeper than we are. You said earlier
47:19
Speaker 1: on we have foundertis or some things that we may
47:21
Speaker 1: have some blind spots in there and reach out to. Tracy.
47:25
Speaker 1: You've got some of your an advocate, you have me.
47:27
Speaker 1: You know, you have so many people that have come
47:29
Speaker 1: on this podcast because to your point, Tracy, you're you're
47:32
Speaker 1: coming because up, but you want to help people. At
47:34
Speaker 1: the end of the day, you want to see people
47:36
Speaker 1: have an abundant life and successful life. That's why I
47:38
Speaker 1: love having guests like you here on the podcast, and
47:41
Speaker 1: so it's a real honor having you here.
47:44
Speaker 2: Thank you. I appreciate it so much. And I hope
47:48
Speaker 2: anyone out there who's feeling a little down this week
47:51
Speaker 2: or feeling like man, I don't know if I'm cut
47:53
Speaker 2: out for this, like get up, shake it off, you
47:56
Speaker 2: got this. We can all do it together. There's so
47:58
Speaker 2: many resources out there, just like Davids podcasts that are
48:01
Speaker 2: here to just give you some insight, reset your mind,
48:05
Speaker 2: and reset your alignment. We got it, we got this.
48:08
Speaker 1: Got it, we got we can do it. We can
48:10
Speaker 1: do this. Awesome. Thank you so much, Tracy. Of course
48:14
Speaker 1: we love you guys liking and subscribing and following along.
48:18
Speaker 1: It really means a lot. Share this with those if
48:20
Speaker 1: you found value and encourage you today. We're excited for you.
48:24
Speaker 1: We're rooting for you, right Tracy, and we hope that
48:27
Speaker 1: you will come back and join us. Until next time,
48:30
Speaker 1: be well. Thanks everybody for listening. Take care.
48:32
Speaker 2: Thank you,