Latest / Business Roundtable / From Doctor to Simplifier: Helping Fractionals Build Profitable Practices with Dr. Kayvon K

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From Doctor to Simplifier: Helping Fractionals Build Profitable Practices with Dr. Kayvon K · Business Roundtable

• 0:31
  Speaker 1: Welcome back to the Business Roundtable podcast once again. I'm
• 0:34
  Speaker 1: your host, David Carr, founder of Steward, a business bringing
• 0:37
  Speaker 1: people together to accomplish great things, including amazing guests. We
• 0:41
  Speaker 1: have a brand new guest of the podcast this week. Uh,
• 0:44
  Speaker 1: doctor cavon k is grateful to have you here, and
• 0:49
  Speaker 1: so we have met through one of our networking groups
• 0:53
  Speaker 1: called Success Champions Network, and I said, you.
• 0:54
  Speaker 2: Know, hey, we've got to have you on here.
• 0:57
  Speaker 1: You've got so many great insights and a journey, so
• 0:59
  Speaker 1: I just love having you here.
• 1:01
  Speaker 2: Welcome to the podcast.
• 1:02
  Speaker 3: Hi David, thank you very much. I'm very happy to
• 1:05
  Speaker 3: be here. I'm glad that we met and we connected.
• 1:07
  Speaker 3: Every conversation that I had with you husband fun and
• 1:10
  Speaker 3: valuable and helpful. So if the idea of recording this
• 1:14
  Speaker 3: will help somebody else, let's do.
• 1:15
  Speaker 1: It absolutely well. You know, you bring a unique perspective
• 1:19
  Speaker 1: to business, and I think you know, we all have
• 1:22
  Speaker 1: blind spots. But I feel like as you and I
• 1:24
  Speaker 1: talked before we started recording this podcast, and I felt
• 1:28
  Speaker 1: like you bring a great value in strategy. And I
• 1:31
  Speaker 1: was just talking strategy AI strategy, a different kind of
• 1:33
  Speaker 1: strategy in a recent episode, but I feel like you
• 1:36
  Speaker 1: bring a different strategy and perspective from your your background,
• 1:40
  Speaker 1: and I love for our listeners to understand a little
• 1:42
  Speaker 1: bit more before we get into it.
• 1:43
  Speaker 2: You are a doctor, so look at that doctor, pevon K.
• 1:45
  Speaker 1: I'm gonna I'm gonna just refer to the K because
• 1:48
  Speaker 1: you know it's easy for me.
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  Speaker 2: But A or K super K Yeah exactly. You know.
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  Speaker 1: I love that you're so approachable. But to take us
• 1:58
  Speaker 1: back a about your journey, because like I said, you
• 2:02
  Speaker 1: are a doctor and what got you to what you're
• 2:05
  Speaker 1: doing today where you're helping this development fractionals and beyond?
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  Speaker 3: Yes, yes, okay, well well I connected. You know, both
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  Speaker 3: what I do and the background store together in one
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  Speaker 3: one I guess answer.
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  Speaker 4: Yes.
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  Speaker 3: After high school, I went to medical school and started
• 2:23
  Speaker 3: to study medicine. And it was a seven and a
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  Speaker 3: half year journey. The whole medical school is one shot
• 2:29
  Speaker 3: back home. And it was going well and I was
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  Speaker 3: enjoying it. I was a good doctor, and my patients were,
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  Speaker 3: you know, getting the hope that they needed. But as
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  Speaker 3: time passed by and life happens and you know, different things,
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  Speaker 3: I noticed that I am changing and I'm not the
• 2:46
  Speaker 3: same person who started near the end, and basically the
• 2:51
  Speaker 3: empathy was too strong, and I was losing my ability
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  Speaker 3: to hold that emotional wall between myself and my clients.
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  Speaker 3: My it's my patients, and their pain was becoming my
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  Speaker 3: pain and that sort of thing. I realized, this is
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  Speaker 3: not working for me anymore. And I was feeling miserable,
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  Speaker 3: and you know, I had nightmares and that sort of thing.
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  Speaker 3: So this is near the end of it, about six
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  Speaker 3: months or so before the graduation. So I thought, this
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  Speaker 3: is not sustainable, you know, im, we have this idea
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  Speaker 3: of I have put all of this investment in time
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  Speaker 3: and energy in it. I should not give it up.
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  Speaker 3: But what are we exchanging that for? And I noticed how,
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  Speaker 3: you know, the feelings that I had, the miserable and
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  Speaker 3: I thought, if I don't cut this now, it's going
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  Speaker 3: to be five, ten, twenty more years of this. So
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  Speaker 3: it was clear for me that this is not the
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  Speaker 3: future for me. So I finished it, got the degree,
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  Speaker 3: and closed that chapter. Especially being in front of a
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  Speaker 3: patient was was very, very hard for me. I was
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  Speaker 3: lucky that within a year or so after that, I'm
• 4:00
  Speaker 3: moved with my ex wife to Canada, Vancouver, where I
• 4:03
  Speaker 3: live now, which was a great opportunity in New City,
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  Speaker 3: New beginning.
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  Speaker 4: And all of that.
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  Speaker 3: In that time between graduation and and the moving to
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  Speaker 3: Vancouver to make money, I was my father's surgical aid.
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  Speaker 3: He was an surgeon O BGVN. So that was easier
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  Speaker 3: part of the medicine because you just go to the
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  Speaker 3: operation room and patient is already you know, sleep, and
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  Speaker 3: you do the operation and.
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  Speaker 4: You come out.
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  Speaker 3: So yeah, with my father with it, so many sea
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  Speaker 3: sections together. And which is the happier side of the medicine,
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  Speaker 3: you know, bringing babies.
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  Speaker 2: To this world.
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  Speaker 3: Yes, yes, And my friends always make fun of me.
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  Speaker 3: Look at this guy. His side hustle was sea sections.
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  Speaker 3: So when I moved to Canada, this is back in
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  Speaker 3: ninety eight, so internet and web design and a lot
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  Speaker 3: of that was a big deal. My fifty six k
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  Speaker 3: more than was a fast internet back then. So I
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  Speaker 3: started to teach myself web design. I was already good
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  Speaker 3: and comfortable with computer computers. In fact, during medical school,
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  Speaker 3: I was already making money with computers. I had a
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  Speaker 3: team of seven people helping meet with data entry for
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  Speaker 3: different companies and that sort of thing. So I started
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  Speaker 3: to teach my self web design and HTML and a
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  Speaker 3: little bit of a graphic design. Then I learned about
• 5:16
  Speaker 3: you know a jaens and technologies like Javel, script and PHP,
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  Speaker 3: and I taught myself programming and c sharp and databases.
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  Speaker 3: So after about a year or so, I was a
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  Speaker 3: you know, web developer.
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  Speaker 4: Internet programmer. Yeah, I was doing that. I got a
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  Speaker 4: job doing that.
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  Speaker 3: I had my freelance stuff going on, and after a
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  Speaker 3: while I had more projects and that became my full
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  Speaker 3: time thing.
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  Speaker 4: Then I had more projects and I had to ask
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  Speaker 4: for help.
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  Speaker 3: And one day I found myself signing paychecks and I said, oh,
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  Speaker 3: I guess I have a business.
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  Speaker 2: Now, yeah, there you go.
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  Speaker 3: So similar to the clarity that I had a bunch
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  Speaker 3: of years ago, it was clear to me that I
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  Speaker 3: don't know anything about business. So this is early two thousands, right,
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  Speaker 3: I don't know anything about business. So I either have
• 6:02
  Speaker 3: to bring someone who knows, or I have to become
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  Speaker 3: that person more attractive to me. So I started to
• 6:08
  Speaker 3: studying what is entrepreneurship? What is marketing?
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  Speaker 4: What business growth?
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  Speaker 3: All of that works? What about the teams and that?
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  Speaker 3: And the more I studied, the more fascinating it was.
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  Speaker 3: My web design and internet programming company. We grew up
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  Speaker 3: to twelve employees. At some point we had clients as
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  Speaker 3: large as Nokia, a lot of business clients. And as
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  Speaker 3: we were doing that, we were setting up, you know,
• 6:33
  Speaker 3: the website and the technology behind it, they were asking
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  Speaker 3: about other stuff that they were not part of our services,
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  Speaker 3: which these are the early days of thin landing pages
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  Speaker 3: and uptin page that sort of thing. So we got
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  Speaker 3: into more and more of that, and the company morphed
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  Speaker 3: into an online marketing company with the implementational technology side
• 6:54
  Speaker 3: of it. So we were doing that for a bunch
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  Speaker 3: of years, and I'm still studying and learning and find
• 7:00
  Speaker 3: growth and marketing and everything around that fascinating. After a while,
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  Speaker 3: I noticed a new pattern is emerging that my clients
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  Speaker 3: are asking me to They're telling me that the technical
• 7:11
  Speaker 3: work is fine, but they find the highest value in
• 7:13
  Speaker 3: our one on one conversations. Something always comes up when
• 7:18
  Speaker 3: you are, you know, studying, and I was reading about
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  Speaker 3: equivalent of fifty business books a year kind.
• 7:23
  Speaker 4: Of everything at the period a few years.
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  Speaker 3: So I thought, hey, I like talking, So I trimmed
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  Speaker 3: all of the technical work around it, kept the conversations.
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  Speaker 3: Called it coaching, and I have been a business growth
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  Speaker 3: coach since two thousand and six.
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  Speaker 4: I've been doing this.
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  Speaker 3: There have been sony ups and downs and lessons that
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  Speaker 3: I have learned, all the mistakes.
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  Speaker 4: If there's a mistake in the.
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  Speaker 3: Book, I have made the mistake, which is you know
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  Speaker 3: my value now that I tell people absolutely miss yeah,
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  Speaker 3: you don't have to. There have been different iterations, and
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  Speaker 3: because I had to learn so much about how to
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  Speaker 3: run a business that is just you, as well as
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  Speaker 3: the things that I have learned with running a business
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  Speaker 3: with teams and companies and my clients and that sort
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  Speaker 3: of thing, I noticed that I'm getting a lot of
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  Speaker 3: those questions. And just about a year and a half ago,
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  Speaker 3: I was thinking, so who needs this a lot? And
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  Speaker 3: I thought, I really enjoy working with people who are professionals.
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  Speaker 3: The work has a big impact, is more on the
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  Speaker 3: strategic level. And I looked around and at some point
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  Speaker 3: somebody mentioned fractionals except those other people that I'd like
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  Speaker 3: to hang out with, And as a bonus point for me,
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  Speaker 3: I guess not for them. When it comes to basically
• 8:36
  Speaker 3: work on themselves and be their own brand and run
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  Speaker 3: their own business, they need need even more help than
• 8:43
  Speaker 3: regular coaches and consultants. So I thought, these are the
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  Speaker 3: groups that are This is a group of people that
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  Speaker 3: I can really help and the kind of a thing
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  Speaker 3: that I do is really valuable to them. So I
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  Speaker 3: had been working with fractionals, helping them set up their practice.
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  Speaker 3: There are different elements to it, you know, there is
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  Speaker 3: the entrepreneurship, entrepreneurship mindset side of it. There is systems
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  Speaker 3: and protacy processes. But the most important thing that is
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  Speaker 3: on top of the list is business development is challenging,
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  Speaker 3: not only for fractionals, for everyone to get out there,
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  Speaker 3: how to stand out, how to you know, basically present
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  Speaker 3: ourselves and become the choice, moving from being a vendor
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  Speaker 3: to the experts in the mind of a person that
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  Speaker 3: you were talking to. So that became the thing. So
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  Speaker 3: I have been working with the fractionals. It has been good.
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  Speaker 3: So all of these people who come from corporate background
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  Speaker 3: and you know they used to fill sea level positions
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  Speaker 3: are my clients now. And I guess my story arc
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  Speaker 3: would be from c sections to sea level.
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  Speaker 1: Well I love that. Well here, you know, here I'm
• 9:48
  Speaker 1: a business brand table. We're always talking to business owners
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  Speaker 1: and business owners. You know, I think it's important that
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  Speaker 1: you know the many of them are looking at higher fractionals,
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  Speaker 1: so are looking to higher folks help them. They're not
• 9:58
  Speaker 1: in a stage where they can they don't need a
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  Speaker 1: full time you know, you know C suite if necessarily,
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  Speaker 1: and so knowing how they can pick through and find
• 10:08
  Speaker 1: that right individual or company is important. I think we're
• 10:12
  Speaker 1: I think your strength okay. And one of the reasons,
• 10:15
  Speaker 1: the one you have me on the podcast, is because
• 10:17
  Speaker 1: you've taken things that you just give us a whole
• 10:19
  Speaker 1: list of things that are very complicated, you know, from
• 10:23
  Speaker 1: surgery to all these technical databases and information, and you've
• 10:28
  Speaker 1: been able to make it, you know, something that is
• 10:31
  Speaker 1: easier to consume, understand, and appreciate. And I think that's
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  Speaker 1: why the fractionals come to you, because it's like they're
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  Speaker 1: dealing with a lot of complex issues and how do
• 10:40
  Speaker 1: we cut through that and make it clearer to the marketplace?
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  Speaker 2: Right?
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  Speaker 1: I mean, I feel like there's a lot there and
• 10:48
  Speaker 1: this is that's probably why they're gravitating UK.
• 10:50
  Speaker 3: Right. There are so many moving parts and you know,
• 10:52
  Speaker 3: you don't know you know which ones.
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  Speaker 4: Apply to you or which one we should do first, and.
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  Speaker 3: Less it has so many parts. It's it's a complex
• 11:00
  Speaker 3: and you know, if you just get the complex to
• 11:02
  Speaker 3: the complicated. Yes, already improvement and improvement, so there's value there.
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  Speaker 1: Yeah, oh absolutely, And I think I found this okay,
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  Speaker 1: is that things get complex and we don't know how
• 11:18
  Speaker 1: to handle that, and then we often maybe trying to
• 11:21
  Speaker 1: offload stuff which it's too early, or we don't know
• 11:25
  Speaker 1: where we need to get involved with somebody like you
• 11:28
  Speaker 1: coming in And why have you on the podcast is
• 11:30
  Speaker 1: that you can come and be a resource to say, hey,
• 11:32
  Speaker 1: maybe I don't know what I don't know and I
• 11:34
  Speaker 1: have k that's made the mistake or send there and
• 11:36
  Speaker 1: he can look at things and see where I'm headed
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  Speaker 1: in my company and say, might want to consider this,
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  Speaker 1: you know right exactly that.
• 11:44
  Speaker 3: That's that's how it works for well, not only just
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  Speaker 3: my clients, for myself as well. We all need somebody
• 11:49
  Speaker 3: else to look at the work that we're doing. As
• 11:52
  Speaker 3: you know, we could have our own coaches. I have
• 11:54
  Speaker 3: my own you know, coaches, mentors and we help each
• 11:57
  Speaker 3: other or accountability buddies and and that sort of thing
• 12:00
  Speaker 3: that's external vantage point, external point of view is something
• 12:05
  Speaker 3: that we all need. It's not just we can benefit from.
• 12:07
  Speaker 3: We need it because for the sake of being human.
• 12:11
  Speaker 4: We are too close to our work this whole. I
• 12:15
  Speaker 4: see it every day that the thing.
• 12:16
  Speaker 3: That we do so easily for other people, it is
• 12:19
  Speaker 3: so hard to do it for ourselves and it's never
• 12:21
  Speaker 3: as good as because we don't have the same external
• 12:25
  Speaker 3: advantage point relationship with it. So right there, there is
• 12:28
  Speaker 3: one big value that we can provide to other people.
• 12:31
  Speaker 2: Yeah, no, it's so important.
• 12:33
  Speaker 1: And that's what I love about being you through SCN
• 12:36
  Speaker 1: and others is that we meet others all over here
• 12:39
  Speaker 1: give us some different perspectives, yes, that we didn't maybe consider.
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  Speaker 2: And so.
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  Speaker 1: You know, as a as a business owner, myself not
• 12:49
  Speaker 1: necessarily a fractional, but I think I still take them
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  Speaker 1: the things that you're sharing and apply to myself.
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  Speaker 2: How do you know.
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  Speaker 1: How as a business owners are fractional? Where should they
• 13:02
  Speaker 1: be you know, I guess looking at their business or saying, hey,
• 13:06
  Speaker 1: I might be missing the boat. Where's the way of
• 13:07
  Speaker 1: Like maybe they don't know exactly what it is, But
• 13:10
  Speaker 1: what are the symptoms the symptoms that.
• 13:11
  Speaker 4: You see, k Like what should be looking for? Like
• 13:15
  Speaker 4: there might be glad you mentioned symptoms. You know that
• 13:17
  Speaker 4: sounds so here's the thing.
• 13:21
  Speaker 3: There are signs and there are symptoms. And this is
• 13:24
  Speaker 3: something that I have learned from medical school. So stuff
• 13:26
  Speaker 3: that I learned over there, let's apply them to business.
• 13:29
  Speaker 3: Signs and symptoms. Signs and symptoms are two different things.
• 13:33
  Speaker 3: Symptoms are the things that the patient feels or talks about,
• 13:36
  Speaker 3: like they come to see the doctors say I have
• 13:39
  Speaker 3: a headache, or my arm hurts, or you know, I
• 13:42
  Speaker 3: feel nauseating. Those are the things that they come up with.
• 13:45
  Speaker 3: But through the examination or the lap tests, the doctor
• 13:49
  Speaker 3: I might find I might find I may find other
• 13:52
  Speaker 3: things like I take the blood pressure always very high,
• 13:55
  Speaker 3: or take a blood test there is something in the test.
• 13:58
  Speaker 3: Those are the things that the doctor finds, and those
• 14:00
  Speaker 3: are the science. And the combination of science symptoms helps
• 14:04
  Speaker 3: us with the process of diagnosis to see what this
• 14:08
  Speaker 3: picture is telling us. So I thought, that's how my
• 14:12
  Speaker 3: brain is trained to think. So I bring that to
• 14:14
  Speaker 3: helping my clients. There are signs and symptoms of things
• 14:17
  Speaker 3: that they're not happening.
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  Speaker 2: You know.
• 14:19
  Speaker 3: My business is called simplify profits. That whole simplification of
• 14:23
  Speaker 3: the process for the goal that we're going towards. So
• 14:27
  Speaker 3: when the money situation is tricky, whether it's revenue or
• 14:31
  Speaker 3: eventually profit, profitability, we want to do something about it.
• 14:34
  Speaker 3: So that's our symptom. Businesses are doing as well it
• 14:39
  Speaker 3: can do, or revenue is low and all of that.
• 14:42
  Speaker 3: The signs are we need to look for what's missing
• 14:45
  Speaker 3: in the picture and what needs to happen. So I thought,
• 14:49
  Speaker 3: the when you look at the market and somebody has
• 14:52
  Speaker 3: the challenge of revenue is not as much as I
• 14:56
  Speaker 3: want it, or the business is not growing, there is
• 14:58
  Speaker 3: this common answer that we get attacked by, bombarded by
• 15:03
  Speaker 3: every day that you.
• 15:04
  Speaker 4: Need more leads. You need more leads, leads.
• 15:06
  Speaker 3: Lead generation, lead generation, which you know is a good answer,
• 15:10
  Speaker 3: but cannot be possibly the answer for every situation that
• 15:13
  Speaker 3: everybody is dealing with. So but it becomes that I
• 15:17
  Speaker 3: have a hammer. Everything is a nail kind of a situation.
• 15:19
  Speaker 3: So whatever is happening, it leads, just throw more leads
• 15:23
  Speaker 3: at it.
• 15:24
  Speaker 4: And I said, hold on a second, this.
• 15:26
  Speaker 3: Can't be like that, so let's look at it. Is
• 15:29
  Speaker 3: it true and where is it true? And when is
• 15:32
  Speaker 3: it not true? So after we're doing my work, this
• 15:36
  Speaker 3: is what I came up with. We as a business owner,
• 15:39
  Speaker 3: whether it's a small business or an individual, we have
• 15:42
  Speaker 3: one of the three challenges. Either people don't even pay
• 15:46
  Speaker 3: attention to us, or if we manage to get their
• 15:51
  Speaker 3: attention and it start a conversation, they don't choose us
• 15:55
  Speaker 3: and we don't become as I said, the expert or
• 15:57
  Speaker 3: the solution to them. And sometimes they choose us, but
• 16:00
  Speaker 3: they don't eventually buy from us. Yes, so those are
• 16:04
  Speaker 3: three different problems, and some people have the second one,
• 16:07
  Speaker 3: but the first one, but the first one not the
• 16:09
  Speaker 3: third one, and that sort of thing. So if that's
• 16:12
  Speaker 3: the case, if they don't pay attention to us, it's
• 16:16
  Speaker 3: a marketing problem, and if they don't choose us, it's
• 16:21
  Speaker 3: a connection relationship and branding kind of a problem.
• 16:25
  Speaker 4: It's a messaging kind of a problem.
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  Speaker 3: Because so many companies can help us bring a lot
• 16:29
  Speaker 3: of leads to our website or a landing page, but
• 16:32
  Speaker 3: things don't click in and people just leave because there
• 16:35
  Speaker 3: is that connection and the messaging and the branding problem
• 16:37
  Speaker 3: over there. And eventually they might make a connection with
• 16:41
  Speaker 3: us and they're interested to work, but the offer that
• 16:43
  Speaker 3: we have at the end, the way that the dealer
• 16:46
  Speaker 3: is set up is not a good way or it's
• 16:48
  Speaker 3: not a good time for them to make the sales happen.
• 16:51
  Speaker 4: So we have it.
• 16:51
  Speaker 3: Let's call it marketing problem, messaging problem, and sales problem
• 16:57
  Speaker 3: or marketing problem branding problem. So if we have these
• 17:02
  Speaker 3: three different problems, why are they actually happening if they
• 17:06
  Speaker 3: don't pay even pay attention to us. Most of the time,
• 17:10
  Speaker 3: it's about all of the distractions that they're in their
• 17:12
  Speaker 3: life and in the market.
• 17:14
  Speaker 4: Everybody has.
• 17:15
  Speaker 3: You know, the phone is ringing, or the messages are coming,
• 17:17
  Speaker 3: or emails are here. I have seventeen different things in
• 17:20
  Speaker 3: my head and it's very hard to, as you said,
• 17:22
  Speaker 3: to stand out in the market. So I have to
• 17:24
  Speaker 3: do something to stand out and be different from everybody else.
• 17:29
  Speaker 2: So that's the first step.
• 17:31
  Speaker 4: When it comes to not choosing us.
• 17:33
  Speaker 3: We might get their attention, but so many other people
• 17:36
  Speaker 3: are saying the same thing, so we all end up
• 17:39
  Speaker 3: suffering from sameness. So that's the situation that the challenge
• 17:43
  Speaker 3: is because of the sameness or the competition. And eventually,
• 17:46
  Speaker 3: when it comes to the offer, the sales part of it,
• 17:51
  Speaker 3: it becomes because the other two parts hasn't been done properly,
• 17:56
  Speaker 3: we end up sounding the same like everybody else and
• 17:59
  Speaker 3: becomes a game of whoever has.
• 18:00
  Speaker 4: The lowest price.
• 18:01
  Speaker 3: It's a race to the bottom comment that I become
• 18:04
  Speaker 3: a commodity. And usually when two things sound the same
• 18:09
  Speaker 3: and look the same and walk the same, we go
• 18:11
  Speaker 3: with the cheaper price. So whoever has the lowest price wins.
• 18:15
  Speaker 3: And my question is is that really winning? To do
• 18:19
  Speaker 3: more work for less money? How does that work?
• 18:22
  Speaker 4: Right?
• 18:23
  Speaker 3: So, going with that, I thought, with the attention and
• 18:27
  Speaker 3: marketing problem and dealing with the distraction, we need to
• 18:31
  Speaker 3: get their attention by having a conversation that basically discusses
• 18:36
  Speaker 3: the right value for them. If you and I meet
• 18:39
  Speaker 3: and I start talking to something that is really important
• 18:42
  Speaker 3: for you, yes, that's the problem I have. Yes, he
• 18:46
  Speaker 3: knows it really well. Oh he just explained it better
• 18:48
  Speaker 3: than I could and all of that.
• 18:49
  Speaker 4: That's the conversation.
• 18:50
  Speaker 3: About the right value. And when we do that, people
• 18:53
  Speaker 3: feel heard. Right, they say, I have this problem and
• 18:57
  Speaker 3: we talk about it. So that's the very that's what
• 19:02
  Speaker 3: I want people to do. The first step is come
• 19:05
  Speaker 3: up with a very clear problem statement.
• 19:09
  Speaker 1: Yeah, well I want to get to that for a minute. K,
• 19:12
  Speaker 1: Because I think this is super important because I've noticed
• 19:15
  Speaker 1: this too. When you're you're a fractional okay, your versus
• 19:18
  Speaker 1: use of CFO or something. Okay, we're all dealing with numbers,
• 19:21
  Speaker 1: but how do you uniquely position because you're going to
• 19:24
  Speaker 1: sound the same like every fractional CFO out there. Yes,
• 19:28
  Speaker 1: I look at your numbers, and I do financial forecasting
• 19:31
  Speaker 1: or whatnot. I'm like, okay that from everybody else. How
• 19:34
  Speaker 1: are you, like you said, being noticed and relevant in
• 19:38
  Speaker 1: the marketplace? And this is what I hear you helping them?
• 19:41
  Speaker 4: Yes, and it's simple. You know.
• 19:43
  Speaker 3: It's something that they do and there are many aspects
• 19:45
  Speaker 3: to their business. I'm not a fractional CFO, but I'm guessing.
• 19:48
  Speaker 4: One could be focused on team growth.
• 19:52
  Speaker 3: The other one could be I'm a fractional CFO that
• 19:55
  Speaker 3: I helped with this strategy of more profitability with what
• 19:57
  Speaker 3: you got.
• 19:58
  Speaker 4: I could be a.
• 19:59
  Speaker 3: Fractional CFO so that I am also knowledgeable when it
• 20:03
  Speaker 3: comes to product. I could be a fractional CFO that
• 20:07
  Speaker 3: specializes in being prepared, preparing your company for acquisition, or
• 20:12
  Speaker 3: or all the other scenarios that they could have. They
• 20:15
  Speaker 3: could be their specialties and sub specialties of announcing.
• 20:19
  Speaker 4: That I have this title and this is the part
• 20:22
  Speaker 4: that I do.
• 20:22
  Speaker 3: Like I have a friend he's an accountant, but they
• 20:25
  Speaker 3: from all of different parts of accounting.
• 20:26
  Speaker 4: They are into saving tax yep. So see that's the subs.
• 20:30
  Speaker 3: So the same thing can happen to every one of us.
• 20:34
  Speaker 3: And sometimes it's not about what we do, it's about
• 20:36
  Speaker 3: how we do it. Like my as you mentioned, my
• 20:39
  Speaker 3: brand has a lot to do with simplification and clarity
• 20:41
  Speaker 3: and getting making it you know, doable, and that sort
• 20:44
  Speaker 3: of thing. So anti complexity is is my thing is
• 20:49
  Speaker 3: how I do it?
• 20:50
  Speaker 4: So that could be.
• 20:51
  Speaker 3: So whatever we can bring to the picture to show
• 20:56
  Speaker 3: how different we are than other people, because at the
• 20:59
  Speaker 3: end of the day, better is not better. Different is
• 21:03
  Speaker 3: better than better. Yes, yes, if you show up, this
• 21:07
  Speaker 3: is how we are different. People understand us. If we
• 21:10
  Speaker 3: will occupy space space in their head, we become memorable,
• 21:14
  Speaker 3: we become unignorable, we become referrable, all of that because
• 21:18
  Speaker 3: we told them this is how I am different from
• 21:20
  Speaker 3: everybody else.
• 21:21
  Speaker 2: Yeah.
• 21:22
  Speaker 1: Well, and one thing you know you told me or
• 21:24
  Speaker 1: we talked about before we recorded the podcast, is that
• 21:26
  Speaker 1: you spent I don't know how many in you did,
• 21:29
  Speaker 1: like you did dozens of interviews as I recall, right,
• 21:34
  Speaker 1: talking to themselves, getting having these conversations to find out
• 21:38
  Speaker 1: and gain really number on building trust and and insight
• 21:41
  Speaker 1: with all of these individual Tell me a little bit
• 21:43
  Speaker 1: about that journey, because I think that's so fascinating. You're
• 21:45
  Speaker 1: a person that has done the work going through all
• 21:47
  Speaker 1: this data, combing through it.
• 21:49
  Speaker 3: If you will, yes, well, thank you for asking the Yeah,
• 21:52
  Speaker 3: the the The thing that I noticed is we have
• 21:56
  Speaker 3: our specialties and we can help people. And when we
• 21:59
  Speaker 3: talk to people, because we're specialized in what we do,
• 22:02
  Speaker 3: we can't guess what their problem is. Yet every different
• 22:06
  Speaker 3: part of the market has its own version of it.
• 22:09
  Speaker 3: There are nuances, and it's important for people to feel
• 22:13
  Speaker 3: heard and after that to feel understood. And I wasn't
• 22:17
  Speaker 3: confident about the fractional market to do that.
• 22:20
  Speaker 4: If it was coaches and consultants, yeah, thumbs up.
• 22:23
  Speaker 3: But I thought, hey, there must be a difference here,
• 22:25
  Speaker 3: something that needs to happen. I need to hear it,
• 22:28
  Speaker 3: you know, from themselves, and I'm going to have a
• 22:32
  Speaker 3: bunch of informational interviews to really understand on both like mental, psychological, emotional,
• 22:39
  Speaker 3: the terminology the language that they have to to really
• 22:42
  Speaker 3: get it. Because the more I understand that, the better
• 22:46
  Speaker 3: more I'm going to be able to help them with
• 22:48
  Speaker 3: the right kind of a phrasing or solution, and as
• 22:51
  Speaker 3: like not this much, this much kind of yeah.
• 22:53
  Speaker 4: Yes.
• 22:54
  Speaker 3: So I started to reach out to people, strangers who
• 22:58
  Speaker 3: had the fractional in their title, and I send them
• 23:01
  Speaker 3: a message, Hello, you don't know me, and this is
• 23:03
  Speaker 3: not a sales message. I am trying to, you know,
• 23:07
  Speaker 3: get into this market and build services. And you seem
• 23:11
  Speaker 3: like kind of a person who I would be serving
• 23:13
  Speaker 3: in future. Again, not as a sales message. I like to,
• 23:17
  Speaker 3: you know, pick your brain, hear from you, what are
• 23:19
  Speaker 3: the challenges, what's working, what's not working, and you know,
• 23:22
  Speaker 3: if you don't mind sharing your insights with me. I
• 23:25
  Speaker 3: sent so many messages. I don't have no idea how
• 23:27
  Speaker 3: many I sent, but I was.
• 23:29
  Speaker 4: I feel very lucky that fifty seven of them said yes.
• 23:35
  Speaker 3: I had eighty meetings with those fifty seven people, and
• 23:39
  Speaker 3: I was recording everything. So it was over two hundred
• 23:42
  Speaker 3: twenty nine hundred minutes of zoom recordings and over two
• 23:45
  Speaker 3: hundred and sixteen thousand lines of transcription.
• 23:49
  Speaker 4: Well, thank God for AI.
• 23:51
  Speaker 2: Yeah right, oh, my.
• 23:52
  Speaker 3: God allowed me to basically go through all of that,
• 23:56
  Speaker 3: listen to them, find the terminology, see the pattern, and
• 24:00
  Speaker 3: come up with product ideas, come up with problem statements,
• 24:03
  Speaker 3: identified the top ten challenges and from the top three challenges,
• 24:07
  Speaker 3: and with what I have learned, and like that collaboration,
• 24:10
  Speaker 3: brainstorming and challenging, discussion with with AI and then double
• 24:15
  Speaker 3: checking it with those people, I was able to, you know,
• 24:20
  Speaker 3: identify what needs to be done and guess what it was,
• 24:22
  Speaker 3: the same things that I could guess at before this,
• 24:25
  Speaker 3: but the new one says made it the right fit right,
• 24:29
  Speaker 3: even the language like we use this word here but
• 24:32
  Speaker 3: not for the other market and all of that.
• 24:34
  Speaker 4: Mm hmmm.
• 24:35
  Speaker 1: I mean that's just again, why whanted you have on
• 24:38
  Speaker 1: the podcast? As you guys are listening to k here,
• 24:40
  Speaker 1: He's done the work, he's put this together. So if
• 24:42
  Speaker 1: you're a fractional particular you know, like, man, how can
• 24:45
  Speaker 1: I dial this in better? Because people don't know, they
• 24:48
  Speaker 1: don't notice me or not choosing me, or perhaps not
• 24:51
  Speaker 1: even buying from you. This is where a comes in.
• 24:54
  Speaker 1: One of the things you brought up, Kay that when
• 24:55
  Speaker 1: we were talking that I think is important.
• 24:58
  Speaker 2: Is you said, you know what we're or like we're.
• 25:03
  Speaker 1: Talking about values and envision but but but but also
• 25:06
  Speaker 1: what we're against. You mentioned, like, how do we clarify that?
• 25:10
  Speaker 2: Right?
• 25:12
  Speaker 3: Yes, we know that everything has that has a meaning.
• 25:18
  Speaker 3: It has a meaning because it has an opposite, right
• 25:22
  Speaker 3: like dark and light or I don't know, heaven and
• 25:25
  Speaker 3: hell or day and night. I imagine if one of
• 25:28
  Speaker 3: them didn't have an opposite it does it really click
• 25:31
  Speaker 3: in or does it have make sense?
• 25:33
  Speaker 4: Doesn't have any meaning.
• 25:34
  Speaker 3: So that's the habit that I have that everything I
• 25:37
  Speaker 3: noticed gets my attention. I'm thinking, so, what's the opposite
• 25:39
  Speaker 3: of that? What's the opposite of that? So if and
• 25:44
  Speaker 3: I told you my brand is Kivan.
• 25:47
  Speaker 4: The Simplifier, but I didn't choose this.
• 25:49
  Speaker 3: I didn't even think like that, you know, because the
• 25:52
  Speaker 3: thing that you're good at or I'm good at, we
• 25:55
  Speaker 3: are oblivious to our own shreds. Right, I'm thinking, like,
• 25:59
  Speaker 3: doesn't it ever think like that?
• 26:01
  Speaker 4: Apparently not.
• 26:02
  Speaker 3: You know, somebody else does something and it's fascinating to
• 26:05
  Speaker 3: me and it's so natural to them. So because my
• 26:09
  Speaker 3: clients and market kept saying the same thing, Oh, you
• 26:11
  Speaker 3: made it simple, you made it clear, it's simplified. Now,
• 26:14
  Speaker 3: I thought maybe there is something there. So thanks for
• 26:18
  Speaker 3: listening to the market. I picked that and that's my brand.
• 26:20
  Speaker 3: But when you have that, so what is the opposite
• 26:23
  Speaker 3: of it? What is the opposite of simple? Really, let's
• 26:27
  Speaker 3: do somethinking here. So I obviously is complexity and complication.
• 26:32
  Speaker 4: But what's the difference between those? Right?
• 26:35
  Speaker 3: So, complex situation is something that it has many moving
• 26:41
  Speaker 3: parts and we don't really know what the answer is.
• 26:45
  Speaker 3: We have to figure out an answer, We have to
• 26:47
  Speaker 3: come up with a solution to get closer to where
• 26:51
  Speaker 3: we want to go, to get our to get to
• 26:54
  Speaker 3: the results. Complicated, on the other hand, is we know
• 27:00
  Speaker 3: what the solution is. It has just too many moving
• 27:02
  Speaker 3: parts to head, you know, to sit in my head
• 27:05
  Speaker 3: in a way that I can understand it, and and
• 27:07
  Speaker 3: I'm basically lost. So there is no figuring out. It's
• 27:10
  Speaker 3: too much or too many things going on. So that's
• 27:13
  Speaker 3: the difference between complex and complicated. And as you can guess,
• 27:17
  Speaker 3: complex is the worst kind of situation. If I figure
• 27:20
  Speaker 3: it out and now I am dealing with something that
• 27:22
  Speaker 3: has too many moving parts, I am one step ahead.
• 27:25
  Speaker 3: So to me, a complicated situation is an improvement upon complexity.
• 27:30
  Speaker 3: So if I want to get to the ultimate goal
• 27:32
  Speaker 3: of simplicity, the opposite end of the spectrum.
• 27:36
  Speaker 4: The enemy is complexity. So that's how I picked an enemy.
• 27:40
  Speaker 3: Then you go towards like, Okay, why does it get complex?
• 27:44
  Speaker 4: Who makes it complex?
• 27:45
  Speaker 2: Yeah?
• 27:45
  Speaker 3: And all of that to have your philosophical and perspective
• 27:50
  Speaker 3: reasons in doing the business.
• 27:52
  Speaker 2: Yeah, No, I think that's just genius. I mean, this
• 27:55
  Speaker 2: is just one.
• 27:58
  Speaker 1: Just a great point you're bringing up here, Okay, And
• 28:01
  Speaker 1: I think hopefully people are hearing this and they're saying,
• 28:04
  Speaker 1: this is why you would want to work with somebody
• 28:06
  Speaker 1: like k And that's why we have you on the podcast,
• 28:08
  Speaker 1: because you know, when we get these dialed in and
• 28:12
  Speaker 1: I think, you know, the more we can do this,
• 28:13
  Speaker 1: I mean, and I think both in the fractional what
• 28:16
  Speaker 1: you do. I'm working on the people side, But just
• 28:17
  Speaker 1: think about this as you're helping this business owner this
• 28:20
  Speaker 1: fractional get clear on them, Yes, how this will help
• 28:23
  Speaker 1: the rest of their as if they bring on employees
• 28:26
  Speaker 1: or other people. What I found working with business owners,
• 28:29
  Speaker 1: it gets clear, gets mighty. They might or they might
• 28:31
  Speaker 1: know it again what you said, They may here, but
• 28:33
  Speaker 1: they haven't communicated that clearly. Yes, And I know you
• 28:37
  Speaker 1: also have ways of helping people communicate better, right, Yes, yes,
• 28:41
  Speaker 1: you know, speak a little bit about that too.
• 28:44
  Speaker 3: Yes, definitely, Well thank you for asking. Yes, So, yes,
• 28:48
  Speaker 3: I work with basically two groups of people. I'm guessing
• 28:51
  Speaker 3: this applies to you and many other people too. Either
• 28:53
  Speaker 3: I'm working with the individuals or I'm working with let's say,
• 28:56
  Speaker 3: teams or companies. Right, it's the same work, but it
• 29:00
  Speaker 3: kind of shows up in a different kind of a way.
• 29:03
  Speaker 3: So with individuals, it's that whole business growth coaching, how
• 29:07
  Speaker 3: to do business development, how to get attention, how to
• 29:09
  Speaker 3: build connections, and how eventually converts a bunch of those
• 29:13
  Speaker 3: connections into new clients. So attention, connection, conversion. The idea
• 29:18
  Speaker 3: is you want to be unignorable, memorable, and referrable.
• 29:23
  Speaker 4: So there are tools that.
• 29:24
  Speaker 3: We use that are frameworks that we have like storytelling
• 29:27
  Speaker 3: for business or story selling.
• 29:30
  Speaker 4: There is closing.
• 29:31
  Speaker 3: There is how to come up with your unique value proposition?
• 29:35
  Speaker 3: What is your unique selling proposition? And what's the difference
• 29:38
  Speaker 3: which one do you have to come up with? All
• 29:40
  Speaker 3: of the elements that they are under those in these
• 29:43
  Speaker 3: three main buckets, that's what I work with my clients,
• 29:47
  Speaker 3: and whether individual or a business, there are always three
• 29:51
  Speaker 3: stages and as you can say, I love the frameworks
• 29:53
  Speaker 3: that they have one to.
• 29:54
  Speaker 4: Three one two, three, yes, but there are three stages.
• 29:57
  Speaker 4: It's that whole.
• 29:58
  Speaker 3: I want you to remember that complexity, complicated conversation in
• 30:02
  Speaker 3: the back of your head when we look at something
• 30:06
  Speaker 3: before and anything else.
• 30:07
  Speaker 4: First, we have to make it work right.
• 30:11
  Speaker 3: It needs to get the ball from point A to
• 30:15
  Speaker 3: point B somehow. And this is where you know, we're
• 30:18
  Speaker 3: prototyping or maguy varying things and things are connected with
• 30:21
  Speaker 3: duct tape and band aid and that sort of thing somehow,
• 30:24
  Speaker 3: very manual.
• 30:25
  Speaker 4: It works good, yes, first step. First we have to
• 30:29
  Speaker 4: make it work.
• 30:31
  Speaker 3: Then we make it work better, which is the process
• 30:35
  Speaker 3: of optimizations. And see what are the levers that we
• 30:37
  Speaker 3: can pull and push to make things go smoother and faster,
• 30:41
  Speaker 3: and eventually when we actually to make it work better.
• 30:46
  Speaker 3: So first we have to make it work, Then we
• 30:48
  Speaker 3: make it work better. Then we make it work faster, cheaper, easier,
• 30:53
  Speaker 3: and all of that. So the first part is getting
• 30:57
  Speaker 3: it going, which is the project management and getting to
• 31:00
  Speaker 3: something else. The second part is the optimization, and the
• 31:03
  Speaker 3: third part is automation and technology and outsourcing and that
• 31:08
  Speaker 3: sort of thing. The danger lies that we have been
• 31:13
  Speaker 3: trained and it's so attractive to us that we want
• 31:17
  Speaker 3: to jump to the automation and fast and a lot
• 31:20
  Speaker 3: too quick before it's actually doing the right work or
• 31:24
  Speaker 3: being optimized.
• 31:25
  Speaker 4: So here's the thing.
• 31:27
  Speaker 3: If we don't pay attention to doing the wrong right
• 31:29
  Speaker 3: things and doing it in the right way, we might
• 31:33
  Speaker 3: optimize and automate they're doing the wrong thing.
• 31:37
  Speaker 1: Really, yes, yes, we do know that that won't get
• 31:41
  Speaker 1: really yeah no.
• 31:43
  Speaker 3: So one part of my job is to put the
• 31:45
  Speaker 3: stuff to that and hold people to hey, you know what,
• 31:48
  Speaker 3: we have to be satisfied with the first stage that
• 31:51
  Speaker 3: it's working. Then we make it work better, then we
• 31:53
  Speaker 3: make it work faster. So with my teams and business clients,
• 31:57
  Speaker 3: it's all again about the communication. And biggest gap in
• 32:01
  Speaker 3: the communication is that whole either choosing you, are they
• 32:04
  Speaker 3: buying from you?
• 32:05
  Speaker 4: Are they not paying attention to you?
• 32:07
  Speaker 3: Which is you know, the messaging and marketing which has
• 32:11
  Speaker 3: all of this stuff like positioning and pricing and offer
• 32:14
  Speaker 3: design and pitching and I don't know anipage design and
• 32:18
  Speaker 3: that's sort of thing they go under there. So but
• 32:20
  Speaker 3: it's that whole approach of one two three one two
• 32:22
  Speaker 3: three make it work. Is it buying you know, diagnosis
• 32:25
  Speaker 3: process to find out what's the right next step for
• 32:28
  Speaker 3: them and get busy doing that.
• 32:30
  Speaker 2: Yeah, man, you're work. I want you. We're getting squeeze
• 32:34
  Speaker 2: so much in here.
• 32:35
  Speaker 1: I know we're getting running out of time on the
• 32:37
  Speaker 1: podcast episode here came on? Now, I know I'm going
• 32:40
  Speaker 1: to provide links here in our show notes. So it's simplify.
• 32:44
  Speaker 1: Tell me make sure we're just already. Here is where
• 32:46
  Speaker 1: the where to find you? Where's the best?
• 32:48
  Speaker 3: The website is simplify profits dot com. There you go, okay,
• 32:53
  Speaker 3: and you know there are links and menus and and
• 32:56
  Speaker 3: that sort of thing that you can go. There are
• 32:58
  Speaker 3: I think around twenty v of my previous trainings and
• 33:01
  Speaker 3: other things that they're there that they can watch for
• 33:03
  Speaker 3: freekam and other things, and if they want to connect
• 33:06
  Speaker 3: with me on any social media, I am doctor kave
• 33:09
  Speaker 3: on K so.
• 33:10
  Speaker 4: D r K A y v O n K there.
• 33:12
  Speaker 1: There's not any other doctor kon k is out there,
• 33:16
  Speaker 1: so I shouldn't have too much trouble finding uh k
• 33:20
  Speaker 1: on there. I mean, you've you've covered so much. I
• 33:23
  Speaker 1: think it's hopefully everybody's hearing this that hey, look you
• 33:26
  Speaker 1: don't have to go alone. You have another person that
• 33:28
  Speaker 1: you can get on your team, case one of them
• 33:31
  Speaker 1: and helping make sure that you're found, that you're you're converting,
• 33:34
  Speaker 1: you're getting those people that actually want to choose you
• 33:37
  Speaker 1: and actually buy from you.
• 33:38
  Speaker 2: Yes, thank you so much for being on the podcast.
• 33:41
  Speaker 1: Any last thoughts, any that's cake aways or or or
• 33:45
  Speaker 1: just well advices.
• 33:46
  Speaker 2: We're wrapping up here.
• 33:47
  Speaker 3: Yeah. One one thing I always think when I hear
• 33:50
  Speaker 3: somebody else, if they give me the next thing to do,
• 33:52
  Speaker 3: I think that has been valuable because so many times
• 33:55
  Speaker 3: people tell me what's going on, but not what to do,
• 33:58
  Speaker 3: so I don't want to make the same mistake. I
• 34:00
  Speaker 3: do have a well for now free, but I'm planning
• 34:05
  Speaker 3: to make it a low cost course in the future,
• 34:07
  Speaker 3: so it's not expensive. It's going to be I don't know,
• 34:09
  Speaker 3: seven or fourteen bucks or whatever, but for now it's
• 34:12
  Speaker 3: free and it's a seven day email course, awesome explanations
• 34:16
  Speaker 3: and worksheets and all of that, and it's a call
• 34:19
  Speaker 3: it like fixing your conversation is about those attention connection conversions.
• 34:24
  Speaker 3: I'm going to give you the link.
• 34:25
  Speaker 4: That's kind of.
• 34:26
  Speaker 3: A fantastic gift. Or I don't know if low thank you, yes,
• 34:29
  Speaker 3: yeah to. I think that would be a good place
• 34:31
  Speaker 3: to start. And from there they can you know, get
• 34:35
  Speaker 3: exposed to the material thinking, take the first few steps
• 34:38
  Speaker 3: until they're ready for the next step that we can
• 34:41
  Speaker 3: take together.
• 34:42
  Speaker 1: That's great, okay, well, and again that's why I have
• 34:44
  Speaker 1: you here, because we're all about bringing value helping you
• 34:47
  Speaker 1: know first and if you find that, you see, that's helpful,
• 34:50
  Speaker 1: go further. And Kay is a great person to talk
• 34:52
  Speaker 1: to you can tell us, super friendly and welcoming. It
• 34:55
  Speaker 1: was a real pleasure having you on the podcast. I
• 34:57
  Speaker 1: really enjoyed this conversation.
• 34:59
  Speaker 4: Dare. Thank you very much much.
• 35:00
  Speaker 1: Yes, thank you so much. Thanks everybody for for following along.
• 35:04
  Speaker 1: Of course you love it when you comment you come
• 35:10
  Speaker 1: back of our next episode and until then, do well.
• 35:13
  Speaker 1: Thanks everybody for listening.
• 35:15
  Speaker 2: Take care,