Latest / Ambitious Podcast / EP. 28: Building a Multi-Million Dollar Empire: A Client Case Study on Marketing Strategy

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EP. 28: Building a Multi-Million Dollar Empire: A Client Case Study on Marketing Strategy · Ambitious Podcast

0:08
Hello and welcome back to Ambitious.
0:10
So we're going to get into an episode that we have had really,
0:14
really good feedback about. We started a new Series A little
0:17
while ago that was doing case studies of my clients.
0:22
And these are all anonymous by the way.
0:24
So we never released any personal identification, any
0:27
personal information. But the number one question that
0:31
I get is like, tell me how you get these clients, the results
0:35
that you get them. And we've had clients who've had
0:38
massive milestones everywhere between, you know. 2X to 10X to
0:41
12X of their. Business in their time of
0:43
working with us from you know six months to a year to two
0:46
years in time. And so the common question that
0:48
I get is like, literally how did you do that?
0:51
And so without being able to give away everyone's
0:54
information, I was like, well, I can't really say about Sarah's
0:58
results or whoever's results because I don't really want to
1:01
tell their story. And so we never really talk
1:04
about our clients unless they are somebody who chooses to want
1:09
to be in our marketing. And you guys know my thoughts on
1:11
this, right? Like, I don't want to use my
1:13
clients as a leverage point for my own business.
1:18
And so I actually chatted with one of my clients about this.
1:22
And I had said, you know, yeah, people always ask about the
1:24
results that we share with you. And she's like, well, you know,
1:26
have you ever thought about maybe sharing it, but just doing
1:29
it anonymously? And I was like, I kind of love
1:31
that idea. And she's like, yeah, you can
1:32
break down all the, like, the pieces of the strategy, but you
1:35
just don't know whose strategy it was.
1:37
You just talk about the business type, where they started, what
1:39
we did with them, where they ended up.
1:41
And I'm like, I love it. And so we did an initial episode
1:45
around this, a case study episode of a course.
1:48
Creator that we worked with. And when I tell you that that
1:52
episode completely took off, I think I have to triple check,
1:56
but I'm pretty sure it's like one of our top performing
1:57
episodes right now. And that is because everyone's
1:59
like, finally, not only are we seeing the results, obviously
2:03
that are possible, like we want to know how we can hit these
2:05
milestones in business, but there's also this aspect of the,
2:08
how did you do it? Like not just what the outcome
2:11
was, but also how did you get there?
2:13
And most importantly, like, where did they start?
2:15
Because even for me, when I've looked at reviews or
2:18
testimonials or results of people, I'm like, OK, well
2:20
that's great to say that you achieved that.
2:22
But I'm also very curious, where did that person start, IE did
2:25
they already have a 7 figure business And then you kind of
2:28
helped them to get from 1,000,000 to, you know, 1.2 kind
2:32
of thing or is them getting to 1.2 them starting at six
2:35
figures? Like what is the growth that
2:37
we're looking at? And context is really important,
2:39
right? Because if you're looking at
2:41
someone's results, you want to know the context of what
2:44
following do they have? How long have they been in
2:46
business? They have a team, Are they solo?
2:48
Like all of these are questions we have, right when we see
2:50
social proof online. And so I'm like, let's pull back
2:53
the curtain. And today, I'm really excited
2:54
about today's case study because she's an absolute, like complete
2:58
genius when it comes to everything marketing and sales.
3:02
And I wanna break down a little bit of the lessons, the
3:06
learnings. There's been so many insights
3:08
from this individual's business that I think are gonna be really
3:11
valuable for you to learn from and that I really am excited to
3:14
share with you. So I wanna give you a little bit
3:16
of an initial when she came to me, where she was at.
3:20
And we do this for every episode, by the way.
3:21
We're always gonna give you the starting point of when she
3:24
started coaching, where was she at?
3:26
And you know what was kind of her starting point?
3:28
So she has been someone in the social media space for a while
3:31
now. She started in the social media
3:32
space at around the age of 22 and had actually been in the
3:35
business world prior to that in other endeavors and really had
3:39
been in the online world though serving in the social area
3:42
online at the age of 22. She also had previously been
3:46
inside of a social media management company and during
3:49
the midst of COVID, had her hours slashed and therefore, as
3:52
a result, had a lot of her income associated with those
3:55
hours also slashed. And so when she was in social
3:58
media management, she was, OK, well, I can take this and I can
4:00
run with this. Like I know this inside and out.
4:03
And so let's take this and let's, let's run with it.
4:05
And so when she came to me, she was already making, I would say,
4:09
about 5 figures a month. I believe she was at the place
4:12
and we checked in all of our files because we've been working
4:14
together for a while now. She was probably averaging, I
4:17
would say consistently around 30K or so a month.
4:20
And so I remember when she came to me, we had our consult and,
4:25
you know, there was actually like an interesting part for
4:27
this console that I wanted to share with you because she's a
4:29
private client of mine. And when she came to work with
4:32
me, we had done a consult. We did a sales call, if you
4:35
will, I call them consults, but a sales call technically.
4:38
And when we did this sales call, it was interesting because she,
4:41
you know, was looking to make an investment and she was really in
4:44
a place and in a mindset, which I very much appreciate because
4:47
she wasn't in a place where her business wasn't working.
4:49
And I think that this is a really, it's such a testament to
4:52
her perspective around business and her perspective, frankly,
4:54
around growth. Like it's not like she had five
4:57
years left, right and center. It's not like there was this
5:00
massive, if I don't change something, the whole thing's
5:03
going to burn to the ground. She really, and she told me this
5:07
fully, she was like, I fully consider just like riding solo,
5:10
like really just at me, myself, taking the knowledge and the
5:14
experience I had in business. She had some great business
5:16
coaches before myself. So I can't take credit for any
5:19
of that, that growth of that foundational work.
5:21
And I know some of the coaches she's worked with are incredible
5:23
coaches, but she had come to me and she said, listen, you know,
5:26
like I'm really considering whether I do this on my own or
5:28
do I need a consultant in my corner.
5:30
And I think that word of need is really interesting, right?
5:32
Because, you know, I had said to her, listen, like, you don't
5:34
have to work with me because you can't survive without me.
5:37
It's more a matter of the fact of depending on where you want
5:40
to go, do you have the insight and the vision and the steps to
5:42
get there? And can I support you in some
5:44
way with that? That's really what the
5:45
conversation came down to. And so I remember we got into
5:47
the console and she was like, you know, I want to be really
5:49
transparent with you. Like I am kind of price
5:51
shopping, if you will, for different prices and business
5:53
coaches. I'm like, absolutely.
5:55
And it was interesting because the other person that she had
5:57
inquired with, I remember her telling me the person would not
6:01
get on the phone with her and like we're talking like big
6:04
money, like we're talking the investment into a car to get the
6:07
context. And that was so interesting to
6:09
me because it made me really realize.
6:12
The. Experience that a lot of people
6:14
have when they go into purchasing in the online world
6:17
and I think that we get this aspect of ego that ends up
6:19
happening in sales, right? We have this belief that, you
6:22
know, when we get to a certain level, like the number one thing
6:25
that I hear of high ego people is don't waste my time.
6:28
And I think that that's so interesting.
6:30
I understand having leverage to your time and I understand being
6:33
intentional and being thoughtful about how you spend your time.
6:36
But I also believe that regardless of what stage you're
6:39
at in business, check your ego at the door because if someone
6:43
is going to make an investment with you of the equivalent of a
6:47
car, the least you could do is answer a couple questions for
6:52
them about the investment that they're making.
6:54
And so she literally told me candidly, she's like,
6:57
truthfully, I was looking between the two of you and the
6:59
fact that we were able to have that phone call and talk about
7:01
my business and like I was able to really get your thoughts what
7:04
we were going to do together. And it wasn't this whole like,
7:06
hey, like once you get inside, like then we'll talk about it.
7:09
She's like, that was a sell factor for me.
7:11
Like that was a big selling feature of you being able to
7:14
really be open to giving me strategy and giving me insight
7:17
of what you're going to do for me.
7:19
And so on that call, I will give you guys a little bit of a
7:22
one-on-one of how this works. By the way, if you were to get
7:23
on a call with me, my calls, by the way, my quote UN quote, the
7:26
reason I call them consoles because they're not really
7:27
selling to me. I'm just like, Hey, let me serve
7:31
the crap out of you for the next hour.
7:32
And if you like the ideas I have, great.
7:35
I can tell you about ways to work with me.
7:36
And if you don't, then you understand a little bit of the
7:39
one O 1 of what I see for your business and like beautiful.
7:42
That's it. We go our separate ways.
7:44
And so we were on this call and she was like, you know, here's
7:46
where I'm at. And so where she was at at the
7:48
time, like she had an agency that she was running.
7:52
She had a couple girls that were working for her at that time.
7:54
She was on, you know, a couple different platforms, marketing
7:57
herself. And was really like I just.
7:59
Want to know what it takes to get to the next level?
8:01
Like I want to know how to scale this agency.
8:03
So I said, listen, like I'm going to ask you a bunch of
8:04
questions. I'm going to pull this apart.
8:06
And when I was on that sales console and this is, I have a
8:09
tendency to do this, not intentionally, but I'm just
8:11
like, listen, here's the real honest truth of what I see for
8:14
you. I think we need to change this,
8:15
this, this, this, this, this. And I start going off about if I
8:18
was you, I would restructure this and I would put this this
8:20
way and you know, the sales process, I would do this and
8:22
marketing. I would do this because again,
8:24
as I said, like this is just a way for me on these consults to
8:26
just give people value. And I remember.
8:28
Her being like. OK.
8:30
And we talked about it afterwards because we've been
8:32
working together a while now and we're, we're very chummy and
8:35
connected and friends now. But we talked back on it.
8:38
And she was like, that call made me realize that even though I
8:41
thought I was going to do it on my own, I realized that like,
8:43
there's so many things that you pointed out that I I had been
8:45
thinking about and I'd been considering, but it was
8:47
validating for me in those ideas and in those concepts.
8:51
And so because of that, it was like, OK, yeah, like let's do
8:54
this. And again, I think the mindset
8:55
of not because her business was broken or that she couldn't
8:59
survive without me, me more a matter of the fact that she was
9:02
like, I could have a consultant and like a partner in crime, if
9:05
you will, in my corner, helping me with the strategy.
9:08
So like, why wouldn't I do that? And so she jumped.
9:11
And so she joined into private coaching.
9:12
And so I really want to kind of give you a little bit of like
9:17
the high level of what we were able to do together.
9:21
And I want to then also go into the strategy of exactly how we
9:24
were able to do that. So a little bit high level of
9:27
the results. She was able to create a multi
9:29
$1,000,000 company by the age of 25.
9:32
OK, can we just take this in? By the age of 25, she was able
9:36
to create a multi $1,000,000 company.
9:39
She in one of the years working together, we had hit 100K sales
9:42
months and by the end of that same year, we're at 280 K sales
9:46
months. And also in this process was
9:49
able to build out multiple different avenues of her product
9:52
suite. Was able to manage both having
9:54
an agency and a consulting firm and is now building out a
9:57
passive side to the business. Has a team of incredible women
10:01
and has been making massive impact on every platform and
10:04
with her brand and the mission that she stands for.
10:06
And so I really want to break down the things we worked on and
10:11
how we were able to do this. Because there's a lot of.
10:15
Milestones in this process that I think we're really the reason
10:19
she's been able to get to where she is because again, remember
10:21
for contacts, like when we started together, she was kind
10:24
of fluctuating at 5 figure months and now has multiple 6
10:28
figure months happening. And so the way in which we were
10:31
able to do that. So as I said, when she came to
10:33
me, she was in the social media space and had a marketing agency
10:36
and the agency was doing super well.
10:38
Like I had said to her and I still to this day attest to
10:40
this. She was able to sell high ticket
10:43
luxury marketing support and called in very high level
10:48
clients into this offer. And so because of that, I said
10:52
to her, like, you really do have something different here, You
10:54
know, and again, there's there's nothing wrong with this by the
10:56
way, but we're not talking about like a standard social package
10:59
of like A2 KA month type of situation.
11:01
Like we were talking high price points into like the 8 KA month,
11:03
10 KA month retainer packages for these marketing clients.
11:07
And so it was really very telling to me that when she had
11:10
come to me, there was obviously a difference factor here when it
11:13
came to the marketing, when it came to the brand, which makes
11:14
sense because she's so smart when it comes to the marketing
11:17
side of things. And so when she first came to
11:18
me, you know, one of the first things that we did, we really
11:20
looked at the agency structure and actually, you know, kind of
11:23
in prepping for today's episode, I went back through our, our
11:26
kickoffs. Because if you're a private
11:27
client of mine, by the way, you get like these intensive days,
11:30
which is basically you plus your team members, where we deep dive
11:32
into your strategy every six months.
11:34
It's kind of like a reset button, if you will.
11:36
And I went. Back to our first.
11:37
VIP day recording and I started to kind of go through our
11:40
discussion points and you know, when it came to the agency at
11:43
that time, the team structure was one of the big things that
11:47
we really made an adjustment with.
11:49
It was the team and the way that the team was operating.
11:52
But most importantly, like the processes and the platforms and
11:55
the systems around the things that we're supporting the team.
11:58
And so with the team, one of the big structures that we changed
12:01
was who was basically responsible for what and also
12:05
who communicated with who. One of the things that we tried
12:07
to create the most of was trying to look at like who was the
12:10
primary and who was the secondary.
12:13
So in any role that there would be basically a backup plan
12:16
should somebody for whatever reason, be sick on vacation or
12:19
for whatever reason end up leaving the company.
12:21
We had some aspect of security in that position.
12:26
And so when it came to the team, one of the things we did is we
12:28
really restructured who was in what place and what intention
12:32
did they have before this. The team really was focused
12:35
quite a bit. There was a couple positions
12:37
that were very outcome focused already, but there was quite a
12:39
few that were very much around tasks in a sense of like who's
12:42
doing what task? And instead what we did is we
12:45
really looked at the team structure and said, OK, well, of
12:47
these people, what are the outcomes that they're
12:50
responsible for, IE like what are the departments, What are
12:52
the sections of the business that they then are responsible
12:55
for and own? Because otherwise what was
12:57
happening is there was a lot of people on the team in the
13:01
agency, but then what ended up happening was she was kind of
13:04
like the task manager, right? The CEO ended up becoming the
13:08
person who was overseeing quite a bit of this.
13:10
And so then even though she has these people and you're
13:13
thinking, OK, like I have people on my team and I'm delegating to
13:16
people, she still felt like she was in it so much because she
13:20
was still connected to the ownership of ensuring that it
13:23
happened and that things progressed in the way that they
13:25
needed to. And so that was really because
13:27
the team at the time was not structured around outcome based
13:30
structure. So it was the same amount of
13:32
team members. Like it wasn't really a matter
13:33
of adding more people. It was just more a matter of the
13:36
aspect of like, how do we leverage the people that we have
13:40
in the existing structure right now and just do it a little bit
13:42
differently. And it was really helpful
13:44
actually having her team on her intensive day because we really
13:46
got and I love us by the way, with teams.
13:48
When you work with teams, you get the real one O 1 of what's
13:50
going on because as ACEO, it's not that you're not looking,
13:54
it's just that you have a different perspective of it,
13:55
right? Like when I'm speak with the
13:57
CEO, they're talking high level, they're talking visionary,
14:01
they're talking usually like, you know, either one of two
14:03
things in the weeds of where they spend a lot of their time,
14:05
or they're talking high level about the other departments that
14:08
they're not in very often. And so the best way to get to
14:10
the source really, and this is my suggestion for you as well,
14:13
if you have a team, is to really go and ask your team or get
14:17
another consultant or someone as a session to go in and work
14:20
alongside your team and get them to answer the, the hard hitting
14:24
questions of like, how are things working?
14:27
What needs to be developed? What is working, what's not
14:29
working? How is communication?
14:31
How are the systems? Do you know where to find what
14:33
you're responsible for? Do you know how to know if
14:35
you're doing a good job? Like to really ask the hard
14:37
hitting questions that allow you to see what's really happening
14:41
in the business because the team is the best way to get a
14:43
effective, accurate snapshot of what's really, really going on
14:48
inside of a business at a given moment.
14:50
And so when I went into the team, that was one of the things
14:52
that we looked at. We looked at who was responsible
14:53
for what. We looked at creating more
14:55
intentional processes, you know, more SO.
14:58
PS more KPIs or more intentional team role descriptions as well
15:03
as to like who was responsible for what and like what did that
15:05
look like? What outcome?
15:06
But. One of the biggest changes, and
15:08
I mean one of the biggest changes that we need to team,
15:11
which I want to preface, doesn't have to be a scary thing because
15:15
I know as I say, we're going to be like, it's a matter of the
15:18
fact of changing compensation. And we didn't change
15:22
compensation in the sense of I slashed it or something.
15:25
I changed compensation in the lens of the way in which people
15:28
were being compensated. And this is a big, and I mean
15:31
big disconnect that I see within service providers and agencies
15:35
type structures in an agency when you have people being paid
15:40
a flat rate. So for example, let's just say I
15:43
am a marketing agency and you know, or any agency, it could be
15:46
OPS agency, anything ads agency, doesn't matter when you have a
15:50
team member that's working with you and you're paying that team
15:52
member, let's go call her, I don't know, Stacy, Stacy on your
15:56
team is being paid a flat 4000 or 3000 or $2000 a month.
16:01
The problem with that is when you're in a certain stage of
16:04
business, you have a fixed overhead for that person.
16:09
And if you have multiple of those people, it could be to the
16:12
tune of 10 to $20,000 a month. That is fixed and it's not
16:17
variable connected to the cost or the revenue of the business.
16:22
And what I mean by this is there was so many people when I came
16:25
into the team originally that were flat rate salary if you
16:29
will and they weren't necessarily all full time
16:31
employees. There were some contractors or
16:33
1090 nines I believe they call it in the States.
16:36
But the people when I came into the, the team had a had a lot of
16:39
flat rate compensation. Like we're talking this person's
16:42
2K, that person's 3K, that person's 7K.
16:44
And I'm like. Whoa, whoa, whoa, whoa, whoa.
16:47
This is a lot of fixed overhead, which basically means that
16:51
you're the same amount of expenses regardless of how much
16:53
business is generated month to month in the company, how much
16:57
revenue you generate. And so I was like, we need to
16:59
restructure this. Like I can get the women on your
17:02
team to the same number right now.
17:05
Like I'm not going to have to take the person from 7:00 to
17:07
5:00 or 5:00 to 2:00. I don't need to do that.
17:09
I can still give her 5 or give her seven if it makes sense.
17:13
But I also was more looking at how are we?
17:16
Getting to 7, how are we getting to, you know, 5 And so for
17:20
example, one of the things that we did, we took somebody who had
17:22
a flat compensation per month. That was a flat salary and we
17:25
restructured that. And what we did is we took and
17:28
we gave that person a base, let's just call it as an
17:30
arbitrary number. And these are not their numbers.
17:32
It's just example numbers. Say we were to have somebody who
17:35
was originally at 5000. Well, what I would.
17:38
Do is, I would give them $1000 base, right?
17:41
And then I would say, OK, well, if they're a client manager,
17:43
let's just say that they're posting for clients or they're
17:45
doing an aspect of management design copy, whatever it might
17:48
be. We would then give them an
17:50
additional $500, what we consider to be cost per client,
17:55
which basically means that the client and the management of
17:58
that client, they get compensated as one of the people
18:01
on that person's account, $500 per month per client.
18:05
Which means in turn that as that person has more clients, they
18:09
will be compensated more because why the business has generated
18:12
more revenue. Therefore, the cost can go up
18:15
associated with that client, IE like the more clients the person
18:19
manages, the more they make but most importantly the more that
18:23
the business has made, which is why that makes sense.
18:26
Now on the opposite side, say the business makes less, say the
18:30
business drops and you lose 3 clients.
18:34
Well, the problem with agencies is there's this kind of teeter
18:37
totter, right? Where they're like, I need staff
18:39
and I need people there. But then I also need to have the
18:43
sales that make or the revenue that makes having those people
18:46
make sense. And so it always feels like this
18:49
catch 22 because you're like, I'm always feeling stuck in the
18:51
middle. I either need more team or I
18:52
need more sales. And so the thing that we look at
18:55
typically is trying to create the fluctuation of the team
19:01
compensation to be directly tied to the company's results.
19:05
Because the other thing you can also do to give your team more
19:08
compensation even in addition to that is adding things that are
19:10
incentive based, that are promotional based.
19:12
So for example, if someone is an account manager, you can say if
19:16
you have a part and getting that client results and that client
19:20
resigns, we will also give you a client bonus for resign of X
19:24
amount of dollars of another 500 or $1000.
19:27
So you can create structures for your team to win.
19:31
But The thing is, in some positions, this is not in all
19:33
positions by the way. So it really depends on the
19:35
company. I'm just giving you as an
19:36
example, but in this situation, there was way too many people on
19:40
the team that all just had fixed compensation.
19:43
It was a flat salary, regardless of how many clients they served,
19:46
regardless of how many you know of this, that or the other, they
19:49
were all pretty much banking on making the exact same amount of
19:51
money per month. And again, some rules warrant
19:54
that. So for example, like, say you're
19:55
like an admin on a team, you're not going to to have a cost per
19:58
client. Like that's not typically going
20:00
to be normal for someone who's, for example, like your OPS
20:03
person on your team to be paid cost per client.
20:06
But if you're someone who's an account manager, IE you have an
20:09
influx of more or less clients happening, this is something we
20:12
have to look at. And so this is one of the
20:14
adjustments, the major adjustments that we made with
20:16
team because what we realized was when we went to the books,
20:19
which is something I do a lot of with, you know, clients that are
20:22
scaling, we really look at their numbers.
20:23
We look at their profit margins, we look at their cost, we look
20:26
at where the revenue is coming from.
20:27
Where the percentage of the revenue comes from, IE new
20:30
business referrals, renewals, we're looking at what offers is
20:33
coming from all of these things. And so when we went to the cash
20:37
flow, I was like, whoa, whoa, whoa, whoa.
20:40
The business actually had moments that when I we went back
20:44
it was actually paying people more than it was making, IE they
20:48
were in the negative in some months even though there was
20:50
sales. The.
20:52
Profit was in the negative in specific months and it was a
20:55
very short period of time. But the point is it was a
20:58
symptom that told us that the team structure needed to be
21:01
adjusted. And so when we went in, we were
21:03
like, OK, like this has to happen quickly and and
21:06
immediately because the business can't afford the float of what
21:10
the team is requiring because the business sales wise is doing
21:14
well. There was just too many costs
21:16
and we had to restructure to see how things were going to work.
21:19
And so that's what we did. We added and we changed people
21:21
to be base plus variable in any situation where we felt it was
21:23
warranted. And so we also really looked at,
21:26
because this person in building their team had a lot of
21:28
different people that they had hired, some that they had known
21:32
and have had relationships with and other people who were new to
21:34
their team. And so the other thing we also
21:35
looked at was this duality between hiring for the person
21:40
and hiring for the position, because there really is this
21:43
aspect of personality and hiring, right?
21:45
So like what is the persona or the personality of the person
21:47
we're bringing in and how that adds or complements to the team.
21:52
And so we had talked about the fact that, you know, you really
21:54
can't just hire for personality. And if you do and you do hire
21:59
for personality, you have to be cognizant of that because that
22:02
means that you know that there's going to be something you have
22:04
to make up when it comes to the position.
22:06
But we also realized there were certain people that were good
22:10
personalities but didn't fit the position.
22:12
And we had some people who were good for the position but didn't
22:14
have the personality for the team.
22:15
And so we really looked at the aspect of like, how can we also
22:17
introduce team culture in the aspect of giving bumper lanes,
22:21
giving principles, giving values from which people can operate
22:26
that allow them to kind of fall in line with the values and the
22:29
beliefs of the company. And with that, that you
22:31
naturally will kind of see who doesn't fit that vision.
22:34
Because again, we had really been looking at like, who can do
22:36
the job as the main thing when hiring people instead of what
22:40
was the culture, what was the perspective, what was the
22:42
mindset of the people that were in the business?
22:43
And were they adding to the team culture or were they taking away
22:46
from it? And So what we really looked at
22:48
with a team was OK, like, we're going to take this and we're
22:51
going to scale the agency. So as we start to go and we
22:53
start to, you know, really refine the Agency systems and
22:56
the agency packages and the agency marketing and we start to
23:00
get into all of it, the conversation comes up of like,
23:02
is there another way to scale? What if I didn't want to do the
23:05
agency? And.
23:06
I was like. OK.
23:07
Well, if you don't want to do the agency that was just put
23:09
that on the table. If you didn't want to do the
23:10
agency, what would you want to do?
23:12
They're like, I think I would really like to do consulting
23:15
because the thing that came out for the CEO, it was the fact
23:17
that she had said, you know, I really love the strategy side.
23:20
Like I just nerd out on strategy and could talk about it all day
23:24
every day. And I was like, OK, well then
23:26
you probably would really enjoy consulting because you're going
23:28
to be strategizing for people day in, day out.
23:31
And so I was like, OK, let's put this on the table.
23:33
And so when we did, one of the 1st starting places really was
23:37
to look at, OK, well do we want to do some one-on-one
23:40
consulting? Basically dip your toe in the
23:41
water to see if people are interested in doing just the
23:45
strategy portion with you, IE you wouldn't do their marketing
23:48
for them. You would just.
23:49
Tell them what to do with their marketing and then they would
23:51
take it and run with it. And so very quickly the high
23:55
ticket one-on-one consulting basically sold out.
23:57
And to this day remains to be sold out because they still have
24:00
this for a select few clients. And in that it became very
24:04
apparent that there were actually quite a few people in
24:07
their audience who wanted to work with them.
24:10
But because the agency was so high level in the sense of like
24:13
so frankly exclusive, because it you really need to be at a
24:17
certain place in business for it to make sense.
24:20
There was this. Section of their community and
24:22
of their audience that really was wanting to learn from them
24:26
but didn't really have a structure or a place to be able
24:28
to do that, that wasn't having their marketing completed for
24:31
them And so we'll go hey, let's introduce one-on-one So when
24:33
one-on-one sold out and we're talking like no price objections
24:37
basically people are just like Yep, sign me up let's go.
24:40
It was very validating of the fact to, especially to the CEO
24:44
that like, Oh yeah, yeah, this is where I want to go.
24:46
Like this is definitely like what gets me excited.
24:49
It's something that I love and I want to get into it.
24:51
I'm like a beautiful. So she says she wants to get
24:54
into consulting. We start with the one-on-one.
24:56
It was basically proof of concept to test and put the, you
24:58
know, bait in the water basically with the audience and
25:00
see how it did. So OK, well, how do we scale
25:02
this even further? Because originally when this
25:04
client had come to me, we talked obviously, of course, about, you
25:08
know, the annual vision of like how much you want to make that
25:11
year and all these things. But one of the things that was
25:14
also, you know, a larger discussion was like, tell me
25:16
what the long term vision of the business is.
25:17
She was like 5 million a year, like no question, 5 million a
25:21
year. I'm like, OK, great.
25:22
So I knew where she was going. Like I always had that North
25:24
Star because she told me that from day one when we met.
25:26
And so I always had that North Star in my mind and I was like,
25:28
OK, well, how do we get her there as fast as possible in the
25:31
most intentional way as possible.
25:33
And so when we started to look at kind of scaling the
25:35
consulting and I was, OK, well, what do you think about the
25:37
different pathways, right? We've got passive, we've got
25:40
intensives, we've got AVIP day kind of equivalent, and we've
25:43
got masterminds. And so because she was kind of
25:45
newish to this consulting side underneath her business
25:48
umbrella. It really ended up.
25:51
Being an opportunity for her to taste a bunch of different
25:54
flavors of what consulting was going to look like.
25:56
And so she really tasted it all. She put out a couple offers to
25:58
her audience about VIP days. She put out, you know, intensive
26:02
offerings which were like shorter kind of deep dives with
26:04
her. Put out some things that were
26:05
kind of like more low ticket, more like master.
26:07
Class type of structure. More low ticket offerings.
26:10
And so really it came down to is like she's like, I love to do
26:13
the high level strategy. And so then came the discussion
26:17
around creating a mastermind. And so that's just what we did.
26:19
And so she launches the mastermind and.
26:23
It crushes and I mean. Crushes like this, the sales of
26:27
this mastermind initially coming out the gate were phenomenal.
26:30
And so it really started to take momentum because there's people
26:33
who wanted to work with her again, as I said, who hadn't
26:35
been able to. And so like, this is my moment
26:38
to work with her and to get her strategy.
26:40
And so in doing so, the mastermind starts filling up.
26:42
And so the mastermind takes it, it's time and kind of, you know,
26:45
gets people going into it. And.
26:47
We start to work at the kinks of the back end delivery and you
26:49
know how we want to have it structured and the modules and
26:51
the onboarding and all the things.
26:53
And so one of the things that came up though, was that
26:55
originally the mastermind had been all group.
26:57
And so the group. Can usually take you to a
27:01
certain place with a mastermind, right.
27:03
But they're always in many programs, not all, but many
27:06
programs. There is this aspect of the
27:08
complement of one-on-one support that really does take things to
27:12
the next level because it helps your your audience and your
27:15
clients to be able to integrate that clarity even more
27:18
intentionally specific to them in their business.
27:21
And so she said. You know, I feel like we need to
27:25
integrate one-on-one like it. Works as group.
27:28
But I feel like it could work even better if we had one-on-one
27:31
support. And so then came, OK, well how
27:33
do we want to scale that? And So what it ended up being is
27:36
that it really got tied into a rebrand and so her company had
27:42
been like the same name basically since day one.
27:44
Anyways, come to find out she gets a letter from someone that
27:48
says hey your name is too close to ours, IE it falls similar to
27:51
the umbrella. Not even the name a phrase
27:54
within her name. Was too close.
27:56
It wasn't even the name of her business.
27:58
It was a phrase within her name was too close to somebody
28:00
else's. And when they tried to trademark
28:02
it came to realize that it wasn't going to be able to be
28:05
trademarked because the letter came back and said it's too
28:07
close to somebody else's so you won't be able to trademark it.
28:09
And she was like crap because this one person had trademarked
28:12
all these sub phrases, not only the name of their business, but
28:14
all the sub phrases associated with it.
28:16
So there became this kind of like pivotal point which became
28:19
OK, well. Do we move forward with this,
28:22
with the potential of the fact that we.
28:23
Won't be able to trademark our name.
28:25
Or do we pick a totally different name and we trademark
28:29
that And so it was like, OK, well why don't we do that?
28:33
So we go in and we decide that basically this is a good
28:37
opportunity to rebrand the entire thing because her
28:39
business. Had at that point.
28:41
We could see the evolution happening pretty quickly, right?
28:43
Like the business was growing rapidly, There was changes
28:46
happening quickly with team marketing, which I'll get into
28:49
in a second. You know the.
28:50
Offerings we're developing and we're like, if you're gonna
28:52
change it, now is actually a great time to do it and we can
28:55
use the rebrand to create momentum.
28:58
And sure enough, they did. So the most epic rebrand, by the
29:02
way, just absolutely incredible rebrand, powerhouse brand before
29:06
an incredible brand now. And so the branding and the
29:09
rebrand of it was basically the momentum that helped to create a
29:12
surge around the mastermind and also kind of complemented and
29:17
echoed to some of the changes that were going to be happening.
29:20
And so we were able to really integrate the changes we wanted
29:23
to make underneath this rebrand. So it kind of complemented
29:25
perfectly, but the rebrand also was a.
29:28
Spark. For marketing, which I'm going
29:30
to get into. And so the thing I want to kind
29:34
of close the loop on with the scalability of this business,
29:37
when they came, it was all agency.
29:38
We went from agency to one-on-one.
29:41
We went from one-on-one, which still now exists in a very
29:43
limited capacity to then going one to many with a little bit of
29:46
one-on-one in it, which is now being facilitated by support
29:49
coaches inside the program. And so that mastermind is really
29:53
like the bread and butter, if you will of the company's
29:56
revenue now. And if the CEO is in it,
29:58
absolutely. But there are incredible coaches
30:00
that are inside now that are supporting and facilitating
30:02
one-on-one with clients and then became again the next level,
30:06
which is like, how do we scale even further?
30:08
And so the interesting thing about the offer and the product
30:11
suite was the agency the entire time had been in the business
30:15
like the entire time the agency had existed.
30:18
And so it was like, you know, do we really lean in, became the
30:21
question and just become a consulting base business, like
30:24
truly just consulting and coaching and nothing else.
30:27
And I said, listen, sit with a decision because obviously this
30:30
agency is your baby. It's where you started.
30:32
And so why don't you sit with a decision?
30:34
And if you feel like in a couple months this is something that
30:36
you want to do, then do it because then at least you know
30:38
when you made the decision that you didn't make a rash decision.
30:40
It wasn't a reactive thing. She's like, OK.
30:42
So we ended up having a intensive and AVIP day and we
30:45
come back to the table about the agency.
30:47
We're like, OK, are we keeping it or are we killing it?
30:50
And so she's like, I'm killing it and I'm like, OK, so we
30:53
killed the agency and that was the moment where she's like, I
30:56
am going all in on the consulting, the coaching and the
30:58
education based side like beautiful.
31:00
And so as part of that lean in, one of the next stages became
31:04
passive, which was really the introduction of how do we create
31:07
this really intentional customer journey because we have
31:10
one-on-one which is the highest. Ticket we've got.
31:12
VIP Days, which is our one off experience and then we have a
31:14
Mastermind, which is really, really a good suitable fit for
31:17
people who want kind of like one to many, you know, it's a 5
31:20
figure investment and you have a little bit of one-on-one little.
31:22
Bit of group. Best of both worlds.
31:24
And so we're like, hey, what's the step before that?
31:26
Because it's still in the mastermind.
31:28
It was designed for someone who really already has a base level
31:31
understanding of marketing. And so that became this gap that
31:34
really presented itself, which was the fact that we don't
31:36
really have anything to teach people the initial fundamentals
31:39
of marketing before they get into scaling their marketing.
31:42
So hello, then comes the course. And so we end up introducing a
31:47
passive offer of a course into their business model.
31:51
And so really that the structure now is entirely dialed in when
31:55
it comes to their product suite. And, you know, they've done
31:58
immense work on the delivery behind the scenes, the structure
32:01
of how they're delivering. The trainings, the resources
32:05
going multi medium behind the scenes, which basically means
32:07
that they have things that are both, you know, typed copy video
32:10
and audio for all different types of learning styles and
32:13
like they've. Really been dialing in all of
32:15
the actual offering and product suites to really make this
32:17
something that they have a great foundation to scale with.
32:20
And so that really came down to. OK.
32:23
Well, the offering is dialed in now, right?
32:25
Like we have all the bases covered and at this point they
32:30
surpassed 7 figures because they hit the seven figures very
32:35
quickly. And after that, then it became,
32:36
well, how do we just like rocket ship to the next level?
32:39
But here was the thing that I wanted to say in the midst of
32:41
this is that there was the aspect of the CEO.
32:44
You've heard me mention the CEOA couple times in here.
32:47
And the thing that I think is the biggest lesson in my opinion
32:51
from this person's journey is actually the evolution of them
32:55
equal to the evolution of the business.
32:57
And you know this CEO that. I support is someone after my
33:03
own heart. Because a lot of what she's been
33:08
through and a lot of what she's done is something that I very
33:12
much see myself within. And what I mean by that is, you
33:16
know, I think she's very masculine Type A, which hello,
33:20
if anybody knows me, you guys know how much of that I am and
33:24
how natural that is flowing through my veins.
33:26
But the thing that I, I really connect with her on is the fact
33:31
of how similar the way in which we approach businesses.
33:34
Now The thing is in the way we approach business, we get shit
33:37
done. OK?
33:38
So like we are bulls with horns in business, right?
33:42
Like we are not messing around and we go hard when it comes to
33:45
growth and expansion. The problem with that being that
33:50
in the tendencies we have to go hard in business, we haven't
33:54
always listened to what we need as much as we know what the
33:57
business needs. And so it's been interesting,
34:00
you know, in, in mentoring her because it's funny, the things
34:03
that have happened in her journey are like 3 steps behind
34:07
the evolution that I just had. And it's been kind of beautiful
34:10
actually as a mentor, because I feel like, you know, she really
34:14
is someone I could, which is the intention of mentorship, take
34:17
under my wing and to say, hey, if I could give you any advice,
34:21
it'd be this, this, this, this, this.
34:23
And you know, one of the things that I think has allowed a lot
34:25
of this evolution and change to happen.
34:27
There's been big team changes, there's marketing changes,
34:29
there's offer changes. It starts with the CEO.
34:32
And you guys know that quote that I shared on earlier
34:34
episodes, which I got from a mentor, by the way, this is not
34:37
my quote, but he had shared with me, which is that you don't have
34:40
the business you want because you haven't become the person to
34:42
run it yet. And that was one of the things
34:45
that she has constantly been focused on, which is how do I
34:48
become who I need to be to run this business?
34:51
And she doesn't believe at any moment that she's done like
34:54
she's always open to change. And I want to share some of the
34:56
things that, you know, we discussed when she came to me,
35:00
she had wanted to really go to 5 million.
35:02
She was like, I want to double my business every year.
35:04
And I looked her straight dead in the eyes.
35:06
And I said, listen to me, if you want to do that, we can do that.
35:10
But it's going to hurt because the amount of things you're
35:14
talking about doing in the amount of time you're doing and
35:19
wanting to achieve it, It's not that it's not possible, but it's
35:23
not likely in connection to having a flow based business or
35:27
like a more sit on the beach chill type business.
35:30
This is a hustle season if you're talking about actually
35:33
doing this. And I remember the conversation
35:36
vividly. We sat in that room, in that
35:38
intensive room and she said, yeah, I want it.
35:42
And I'm like, OK, let's go. Because I just had to be really,
35:46
really frank with her. And I will be with any client.
35:48
By the way, if someone says something to me, that's a big
35:50
audacious goal. I'm like, listen, 100%, let's
35:54
go. But I want reality on the table
35:56
here. I don't want this to be, oh,
35:58
this is hard. This feels difficult.
36:00
I'm like, if you want to blow up IE like 3X your business in a
36:05
year, I'm going to need some reality on the table here of the
36:08
fact. That's going to take a decent
36:09
amount of hard work. Are you ready?
36:12
And she's like, yeah, I'm ready. I'm like, OK, great, let's go.
36:15
So we get into this year. She hustles and she does exactly
36:18
what she said she would, which she was like, you know, pedal to
36:21
the metal and she put in that work.
36:22
I have to give it to her. She is one of the hardest
36:25
working women that I've seen in business.
36:27
She does not stop when it comes to the things that she wants and
36:31
the things that she knows. Are possible for herself and for
36:34
her business. And so she puts in this work and
36:37
I remember at the end of the year of that year together, she
36:40
said, Kate, like, I'm tired. I'm like, yeah, you you should
36:44
be tired. Like you did so much.
36:46
You achieved a lot. You move the needle a ton.
36:50
And we revisit the conversation, which is why I do these
36:53
intensives every six months because it's a check in with
36:55
the. CEO to say, like, where are we
36:56
at, where are we at, where are we at?
36:58
And so we sat down and she says to me, you know, Kate, I don't
37:01
think I want to do it like this. And I'm like, OK, what do you
37:04
want to do it like? And she's like, I think I want
37:05
more rest. Like, I want more flow.
37:09
I want more freedom. And most importantly, which is
37:12
the biggest breakthrough, I just want to cry a little bit, she
37:16
says to me. Even if it means that I have to
37:22
grow a little bit slower, I'm willing to do it if I could take
37:24
care of myself and if I can really focus on me.
37:29
And she's like, I'm choosing me as much as I'm choosing the
37:32
business. And that was huge.
37:35
Huge because it really was her acknowledging that until that
37:42
point the business was like her North Star.
37:45
And the reason it makes me emotional is because in that
37:48
moment it became very evident that she saw herself and her own
37:52
journey and her life. Just as much of A North Star as
37:55
she ever did the business. And what I mean by North Star is
37:57
her identity. She saw originally she was so
38:01
gung ho about making this business big, big, big, big, big
38:04
that it was a matter of like the business, the business, the
38:06
business. And so it kind of consumed her,
38:09
right? And so having this conversation
38:11
about hey, like I choose me was beautiful because it was a
38:15
matter of saying, yeah, you get to be somebody incredible.
38:19
And if the business does 2 million or if it does 2.5 or.
38:23
Three would you rather a $2,000,000 business and be
38:26
obsessed with your life? Or would you want a $3,000,000
38:30
business and hate your life? And so the thing that I can tell
38:34
you as a coach is that my job is to give people the space to have
38:41
the breakthroughs they need to have.
38:43
And when I have those hard conversations in our conference
38:46
rooms that are intensives, it's me being almost like a parent to
38:50
someone and saying, hey, if it was me, I will be honest.
38:55
If you go left, this is your reality.
38:57
You also can go right and that will be your reality.
39:00
What do you want to do? My job, similar to a parent, is
39:05
I can guide someone, but I can't tell them and choose for them.
39:10
It's their own journey. And I've been where she's been.
39:12
I've made the decisions that she's made.
39:14
I know what she went through because I myself went through
39:17
it. But The thing is, she had to
39:19
taste the, the hustle and the push and all of that.
39:23
And again, she's not, she doesn't regret it at all and nor
39:25
do I, right, because it's part of our journeys.
39:28
But The thing is we have to taste it to know that we don't
39:30
want that. And so it really made her
39:33
realize I want to do this differently.
39:35
And what's been really incredible, and this really goes
39:38
back to, you know, again, the time you give is the time that
39:42
it will take. She was like, I'm going to focus
39:44
on me and put these practices into place.
39:46
And so she looked at really getting herself a good morning
39:49
routine. She was working out every
39:50
morning, she was journaling every morning, she was taking
39:52
intentional space, she was meditating, she was reading, she
39:56
was really developing as the CEO and the entrepreneur.
39:58
And it reflected in the business.
39:59
The business growth correlated with the growth that she was
40:02
having personally. And you know, one of the
40:05
mindsets we had talked about, as I said, listen, if you want to
40:08
have and you want to be, you know, a big business, you have
40:11
to treat your business like you're a pro athlete.
40:14
You have to look at how you run the business is your time on the
40:18
field. And guess what?
40:19
Your time off the field needs to be spent just as intentionally
40:23
in your rest, in your recharge, in your mindset, in your
40:26
training. Like you're not just training
40:28
when you're on Instagram or when you're in with your clients or
40:31
when you're in with your team. You cannot be off.
40:34
You have the other time, though, which is where you're in
40:37
offseason, you're training and you're resting and you're
40:40
healing and you're, you know, still taking intentional time to
40:43
be the person you need to be for.
40:44
When you're on the field, IE for when you're in your business.
40:48
And so for her, she took that and she ran with it and she put
40:50
those practices into place. And what's been really
40:52
incredible is this year, she has still grown her business and had
40:57
insane results and has been working a fraction of the amount
41:00
of time that she has been before.
41:02
Has had more free space and more time to really be with herself,
41:07
go on vacation, do things that allow her to actually disconnect
41:10
and enjoy her business. And again, it comes back to it's
41:13
such a testament, the fact that your business will take up the
41:16
time in which you give it. And so because she decided that
41:20
she and her life and what she wanted was just as much, if not
41:23
more important than the business results, IE the business
41:26
milestone that she thought was important, She was like, yeah,
41:29
I'm going to take this intentional space to go work
41:31
out, to go to a class, to go see friends, to go socialize, to go
41:35
do these things. And when she did the business,
41:38
guess what is still scaling? And it was such a testament to
41:41
the fact that like when you have the ability from a belief system
41:45
to truly choose you, and I mean really choose you, you will be
41:50
aggressive about your boundaries with the business.
41:52
And in turn, it's going to allow you to discover new ways of
41:56
doing business that maybe you hadn't previously known or
41:59
hadn't previously executed. And so she was diving a lot into
42:04
the personal development work. And she really started to
42:07
actually train like an athlete. Like she really was thinking as
42:11
much about her time off the field as she was on the field.
42:13
And so you know when we go into all of this.
42:18
She then says, OK, well like I also one of the things that was
42:20
kind of taking up some of that time was the marketing.
42:23
And so I want to talk through a couple of things we did when it
42:24
came to the marketing. The marketing when she first
42:27
came to me was very micro, which was basically meaning that she
42:30
was creating a lot of small pieces of content.
42:32
She was probably creating, I would say anywhere between five
42:35
to seven pieces of content for the like all the major platforms
42:38
a day. So like say stories TikTok.
42:39
Instagram, all the things. And so she was like.
42:42
I like this is a. Lot of content and I'm like, it
42:44
is. And so we went to, OK, well, how
42:46
can we be really intentional about with your time and what
42:50
you're doing to create that much media?
42:53
And So what we ended up doing is we ended up going into more of a
42:56
repurposing model, which was where she took her podcast, she
43:00
created and launched a podcast during our time together.
43:02
And with that podcast, look to repurpose that to create clips
43:06
basically that could go on to YouTube, TikTok.
43:09
Instagram, all of the things. And so that basically became a
43:12
compliment and another way to get additional visibility for
43:15
the business that didn't require her to be connected to her phone
43:18
all day every day on these platforms.
43:20
And I want to tell you one of the things that I do also think
43:23
that I really have to give her kudos to and it's such a
43:26
testament to growth as the aspect of consistency.
43:29
Oh my goodness, is this entrepreneur consistent?
43:34
I will give her that. If you had a calendar, I don't
43:37
think she misses a day. I don't think I've seen her miss
43:39
a day. Like sick or not, she's like
43:41
pulling from an archive or she's repurposing from somewhere.
43:44
And it's such a testament to the fact of like, what happens when
43:47
you consistently without fail, show up in your business?
43:53
And the consistency was massive because she was like, I have to
43:57
be consistent. So she doesn't start anything
43:58
unless she's going to be consistent at it.
44:00
Stories, Instagram, TikTok, YouTube, you name it.
44:03
And so when we put up the podcast, it was the same way.
44:05
We had to consistently hit every single week on those wickets of
44:08
episodes because people are going to tune into them.
44:10
But the interesting thing that ended up shifting.
44:12
So the sales are kind of going, going, going, They're all going
44:15
up. And then there became this phase
44:17
where we were like, this is so interesting.
44:19
There was kind of like a shift in, you know, the way that
44:22
people were responding. We were like, OK, like what is
44:24
this? One of the things that I will
44:26
tell you, it has been the biggest piece of her business is
44:30
her understanding of buyer types.
44:32
Because the way that she quickly responds to buyer types and
44:35
marketing data is pretty profound because in a moment
44:39
where anything happens, she's very data-driven.
44:42
And when anything would happen in the business, she would
44:44
instantly say, OK, like what does the data tell us and what's
44:46
the assessment and what's the action associated?
44:48
And so we would see, for example, that her audience used
44:51
to be a ton of driver buyers, which were people that were just
44:53
kind of like quick to take action, all about the outcome,
44:56
get the results, like very destination, get to the place
45:00
driven. And So what we started to see is
45:03
when she put up the marketing that this was changing, that
45:06
messaging wasn't hitting home for people anymore.
45:08
And it's kind of like, that's interesting.
45:10
Tell me how we then switched to more emotional based language
45:13
and everything again, completely takes back off.
45:16
The messages start coming in, you know, the sales start
45:18
rolling right back where they were and we're like, OK.
45:21
And that's because of her quick response to understanding of
45:24
buyer psychology around the sales process as well as the
45:27
marketing. And so to wrap us up here, I
45:30
really want to kind of talk about a little bit of the the
45:33
takeaways of what I want to share with this.
45:36
One thing that I really admire about this client is the ability
45:39
for her to pivot in her perspective and also in her
45:43
pathway and her execution. Because when she came to me, I
45:47
can really pull up her blueprint right now because we have these
45:49
docs where we document all this. The blueprint that she came to
45:52
me with is not the same blueprint she has today.
45:55
And that's because she's somebody who takes the data of
45:58
anything in the business of the team with when we talked about
46:01
compensation of, you know, the brand of the marketing of the
46:05
offers. She takes the data and she looks
46:08
at that and she makes decisions and she acts fast, which is why
46:12
she's been able to create the results that she's had.
46:15
And most importantly, which I really admire is she doesn't get
46:18
in this mindset of but we said we were going to do blank, but I
46:21
thought it was going to look like this.
46:23
She doesn't play the victim ever.
46:26
It's always the mindset of OK, like what's the opportunity?
46:29
What's the next stage? What's the lesson?
46:31
Let's move, move, move, move, move.
46:32
Like she's really somebody who takes it all in her stride and
46:36
really takes action very quickly, which I think is part
46:39
of the reason she's been able to go from 100K to 280K right per
46:44
month. And so when we talk about going
46:46
from 100 to 280 K, another big part of that is the fact that
46:50
she developed into becoming the business owner and the CEO that
46:53
she needed to be because she, in elevating herself as ACEO and as
46:58
the owner and the leader of the company, also created space for
47:01
her company to grow, which is exactly what it did.
47:03
And that was because her perspective and her mindset
47:06
changed, her habits changed, her emotional regulation changed in
47:09
the sense of when something would happen.
47:11
What used to maybe rattle her is kind of like, OK, what do I want
47:13
to do about it now? She's very calm around, you
47:15
know, things that come up in the business now, which again,
47:18
things come up in every business.
47:19
And so, you know, also her perspective in developing how
47:22
she is as a person was such a testament to the type of results
47:27
that she's had. Because she changed who she was,
47:30
which changed the type of business she created because her
47:33
beliefs were determining her actions and those actions were
47:35
creating the results she had. So by changing her belief
47:38
system, she changed the actions associated and she changed the
47:40
results that she's now seeing. And I think it's a massive, a
47:43
massive take away from our time together.
47:45
I've just seen her completely flourish into a totally
47:47
different entrepreneur. It's been absolutely incredible.
47:50
And the thing that I would also say is she is somebody who
47:54
really for me is such a testament to the response to
48:00
resistance because resistance happens, right?
48:03
Like every business experiences, resistance experiences moments
48:06
where they feel like, is this The thing is this working?
48:08
Is this the right move? She's gone through personal
48:11
season, she's gone through professional seasons and she has
48:13
come out the other side even better for it.
48:16
And so it's such a testament to to the fact that she really
48:18
embodies you guys know, I always say, you know, the obstacle is
48:21
the opportunity. She has taken every quote UN
48:24
quote obstacle and made it an opportunity for herself to
48:26
develop and to change as a business owner and to develop
48:29
the way in which she does business.
48:31
And also the the way that she operates as a person right in
48:33
her personal life. And the other thing that I will
48:35
also say, which I think is a big piece here is I have to give her
48:39
credit for the fact that she's so consistent and she doesn't
48:44
have this aspect of of shiny object syndrome.
48:48
Like very rarely is she like I see people doing this, I see
48:51
people doing this. Like she's so trusts her own
48:53
vision. She's so trust her where she's
48:56
going, where she sees the company going, what she sees is
48:59
possible for it and trust in her gut that that's the right way to
49:02
move. And she asks really thoughtful
49:04
questions. She's been in mentorship for a
49:06
little while with me now and she's been, you know, a long
49:08
standing client. And I can tell you the level of
49:12
the questions she asks is part of why she's able to get the
49:17
answer she gets and why that's able to help her to get the
49:19
outcomes that she gets as well. And so, you know, if I was to
49:22
say the take away of his client, right?
49:24
So again, going back to the high level of what she was able to
49:26
do, she's a multi $1,000,000 company.
49:28
By the age of 25, she had started the year at 100K per
49:32
month and ended that year AT280K per month.
49:35
And also has an incredible team of women behind her building
49:38
communities on multiple different platforms that are all
49:40
super highly engaged and basically has sold out every
49:44
single thing that she's ever launched.
49:45
And so, you know, why is that? She really has embodied all the
49:50
key essence of what it takes to be an entrepreneur.
49:54
And I think that the thing I want to, you know, really echo
49:56
from today's episode is this is not in the absence of
50:00
resistance. This is still in the reality and
50:03
in the situation of resistance occurring.
50:05
And I think that that's what makes it really beautiful.
50:07
I think it's really easy to say, you know, oh, this person
50:10
crushed when they had everything handed to them or they crushed
50:12
in the easiest season of business.
50:14
She's been in this for a while. She's been in every department
50:18
from agency to consulting to passive and all of the things
50:21
she's had big team, lean team. She's had, you know, different
50:24
channels that she's been part of.
50:26
She's been, you know, stretched as an entrepreneur in her
50:29
perspective and her mindset, habits, and all of this
50:32
compounds to get her to become the person that she is today and
50:37
therefore to generate the business that she has today.
50:41
And it's something that you also have the ability to do.
50:44
The reason I wanted to cover today's story and today's case
50:46
study is because for her to come in at around 30 KA month and now
50:50
be at a place where she's doing 2. 80 a month.
50:53
It really is the proof that it is possible.
50:58
Most importantly for you, and the reason I love these episodes
51:02
is because I don't just want to cover the highlights, I want to
51:05
cover the areas where the person really dove into making change.
51:10
And I cover that intentionally because I think it's very easy
51:13
for us to see other people in the online world, other people
51:17
in the business space in general who are crushing it and think
51:20
like that can't happen for me. And please listen, as I say this
51:24
to you, you are no different than any case study or social
51:30
proof or myself and anything that you've seen on the
51:34
Internet. All of those who you may think
51:38
are lucky or that you admire have had something that they've
51:44
done or become that has allowed them to generate the results
51:48
that they have. And so here's my recommendation
51:51
to you. Here's my ask of you.
51:53
If there's somebody that you admire, whoever that is, in any
51:57
bucket, it doesn't have to even be business.
51:59
It could be a relationship you admire, could be a person who
52:01
has the health you admire. Take a second and do yourself a
52:04
favor and go up to that person and say, hey, if you could give
52:08
me one piece of advice, who do I need to become to have the
52:13
business health relationship that you have?
52:18
And ask the questions not of what they did, but who they had
52:22
to become. Because you'll see a very
52:25
consistent theme across each of these case study episodes, which
52:28
is the fact that each of the people that we discuss
52:31
transformed in the way they operated and thought and their
52:34
mindset. And of course, we cover the
52:36
strategy of what we did. But all that part, guys, is
52:39
really easy. Like, I can fix your strategy
52:42
very quickly. The thing that allows that
52:45
strategy, though, to really have success and really take flight
52:49
is the entrepreneur and the CEO at it.
52:51
Because frankly, the best tool and the biggest risk to any
52:56
business is the owner. It is you.
53:00
It's you who runs the business. You're the biggest asset and you
53:05
also can be the biggest risk to your business.
53:09
And so please let this be your sign that you have the ability
53:13
to achieve the exact results I'm talking about.
53:15
You may very well be a case study.
53:17
I talk about two years from now, who knows?
53:20
But the thing that I can tell you is that's not possible
53:23
unless you start asking the hard hitting questions.
53:26
And I don't care what stage you're at.
53:27
If you're at day one, ask someone who's at a 10K month.
53:31
If you're at 10K month, ask somebody who has who's at 50.
53:34
I ask people all the time. I literally talked to somebody
53:36
the other day who has like a $9 million business.
53:40
I'm like, hey, when you were at this stage and you went for this
53:43
stage and then you had this thing you were doing and you
53:45
went to hear who'd you need to become, What broken you to allow
53:50
you to really get there. And the thing that came up from
53:53
the answer had nothing to do with business.
53:54
Actually, it had everything to do with their perspective around
53:58
positivity versus negativity and seeking opportunity.
54:02
And so the benefit of the online world, as I see it, is the fact
54:06
that we have the ability to message these people with as
54:08
quick of Adm just to say, hey, who do you need to become to do
54:13
blank? And so here's my challenge to
54:15
you. Let's make this fun.
54:17
In listening today, I want to think about your goal.
54:19
I want to think about what you're working toward.
54:21
And I want you to ask me who did you need to become to do blank?
54:28
You can slide into my DMS and I will send you a voice note of my
54:31
honest advice of whatever stage you're at in business.
54:34
You can say, hey, Kate, I listened to the podcast.
54:37
You can give me that cue. So I know, so I know you've
54:39
listened to it, so you know the context, and I'm happy to send
54:42
you any open thoughts. Just to give you my honest
54:45
advice. If I was to say, hey, if I could
54:47
mentor you, here's what I would say to you or slide into the DMS
54:51
of somebody that you really admire and say, hey, I've been
54:54
watching you from afar. I've been watching your stuff.
54:56
I think it's incredible. And I'm wondering if I could ask
54:58
a quick question and go ahead and shoot your shot because you
55:02
never know unless you ask. And the insight of the person
55:04
who's already been where you want to go is just completely,
55:08
immensely invaluable when it comes to being able to catapult
55:10
your results. So I hope today was helpful for
55:13
you guys. Of course, you know, as always,
55:15
I tell you, I always love to hear from you guys just to see,
55:18
you know, what really resonated with you.
55:20
Was there a big take away maybe from today's episode that really
55:22
hit home with you? And just, you know, always love
55:25
to connect with you guys on Instagram.
55:27
So Kate Perkovic on Instagram, slide into my DMS, Feel free to
55:30
share any insights and takeaways that you guys had.
55:33
I always love to connect with you in there.
55:34
And of course, if I can provide any insight for you on helping
55:38
you to be able to, you know, grow and get to the next level
55:40
and just chit chat with you in the DM, give you advice, I'm
55:42
always happy too. So with that being said, my
55:45
friends, I will see you guys on the next episode.
55:48
And, as always, stay ambitious.