Latest / Ambitious Podcast / EP. 51: 3 Hidden Spots Of Revenue In Your Current Business W/ George Bryant | The Ambitious Podcast

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EP. 51: 3 Hidden Spots Of Revenue In Your Current Business W/ George Bryant | The Ambitious Podcast · Ambitious Podcast

• 0:08
  All righty you guys, today is going to be a good one because
• 0:10
  today we are joined by the incredible guest, George Bryant.
• 0:14
  And Needless to say, we covered a lot of ground in today's
• 0:17
  episode. We talked about things like
• 0:19
  redefining customer journey and what customer journey looks
• 0:22
  like. We talked about retention as the
• 0:24
  foundation for scaling and how you can leverage retention to
• 0:27
  grow your business. He discusses the four our paths
• 0:30
  to the peer framework that he talks about when it comes to
• 0:32
  understanding the four different journeys that our audience takes
• 0:36
  in the pursuit of investing with us.
• 0:38
  We talk about the difference between trust versus control in
• 0:41
  business and how that is a understanding that will help you
• 0:43
  to grow and to scale the three common business mistakes that
• 0:47
  every single business often times is making and the five
• 0:50
  steps and strategies for long term success in your business.
• 0:55
  So George, a little bit about him.
• 0:57
  He is a renowned business consultant and digital marketing
• 1:00
  expert that is known for his innovative relationship centric
• 1:03
  approach to business growth. George was someone who served 13
• 1:07
  years in the US Marine Corps and is also a New York Times Best
• 1:10
  selling cookbook author as well as had a number one app in 2015.
• 1:15
  He is a digital marketing expert who developed the slogan
• 1:19
  Relationship Speed algorithms as his core model that emphasizes
• 1:23
  the importance of building authentic customer relationships
• 1:25
  over transactional marketing strategies that many of us know
• 1:29
  in the online world today. He has collaborated with major
• 1:32
  brands like Men's Health, Tailor Made, Adidas on IT, Vital
• 1:37
  Proteins, and so many more. He's also the host of The Mind
• 1:40
  of George Show where he shares insights on ethical business
• 1:43
  scaling and also how to have a relationship driven business and
• 1:46
  marketing. He's founded multiple companies,
• 1:49
  offers coaching masterminds, live events, and all kinds of
• 1:52
  different things to help people to scale aligned successful
• 1:55
  businesses. His personal philosophy is to
• 1:58
  advocate for prioritizing people over transactions, adding value
• 2:02
  beyond financial gain, and fostering genuine connections in
• 2:06
  the pursuit of growing a business.
• 2:08
  You are going to be blown away by today's episode.
• 2:10
  This is 1. You will want to get a piece of
• 2:12
  paper and pen out because there is a lot of notes you're going
• 2:16
  to take. It is definitely a master class.
• 2:17
  I cannot wait for you to dive in.
• 2:19
  So that further ado, let's get into today's episode.
• 2:21
  Hello, you guys, and welcome back to Ambitious.
• 2:24
  Today we are joined by, I feel like at this point one of your
• 2:27
  favorite guests because you were obsessed with my episode, which
• 2:30
  talked about my Montana Insights, which featured him.
• 2:34
  You're obsessed with the episode that talked about masculine and
• 2:36
  feminine, which also featured him, which was more fun at that
• 2:38
  time 'cause we got to do it in person.
• 2:40
  But he is back to talk about what he is absolutely most
• 2:44
  genius at. He's obviously genius at a lot
• 2:46
  of things, but really genius when it comes to customer
• 2:48
  journey. And we did mention in the last
• 2:50
  episode that we would come back and talk about this and you're
• 2:53
  like, OK, when is that coming out?
• 2:54
  So here we are and we're talking all things customer journeys.
• 2:57
  So, George, welcome back to Ambitious.
• 2:59
  Thank you for having me. I'm always humbled and grateful
• 3:02
  to be here and in your presence as well because I feel like I
• 3:05
  can't even hold a stick to you and your genius.
• 3:07
  And so thank you ladies for inviting me back.
• 3:10
  Thanks for everybody requesting and I'm stoked to be here.
• 3:13
  Amazing. Well also as a side note for
• 3:15
  anyone watching, I don't usually record in a blanket, but where I
• 3:18
  record IE my basement is freezing.
• 3:20
  So we're doing it cozied up today.
• 3:22
  But I want to start with, I guess my insight around customer
• 3:26
  journey and kind of how I came to learn this from you because I
• 3:31
  think meeting you broke my brain around what I thought customer
• 3:34
  journey was, to be honest. Because what I had learned in
• 3:38
  past business mentorship and programs was that customer
• 3:42
  journey was when you on board somebody, you serve them, you
• 3:46
  off board them, and that is the customer journey.
• 3:48
  And I think when I met you and you started talking about all
• 3:51
  the different ways that that integrates, you talked about it
• 3:54
  as the individual and to your team and your marketing.
• 3:58
  On one hand, it was exciting because I was like, great, this
• 4:00
  means that I get to integrate a framework in so many different
• 4:03
  places, but it also felt overwhelming because I was like,
• 4:07
  how do I distill this down to all the ways that I could use
• 4:10
  it? So I'm curious for someone who's
• 4:12
  listening and maybe was on the same wavelength as me, I was
• 4:15
  like, I thought customer journey was just like when I'm serving
• 4:17
  the client. What would you kind of explain
• 4:19
  customer journey to be if obviously it isn't that?
• 4:23
  Yeah, I love that. I'll be really interested to
• 4:25
  hear now and like coaching for six months or so, like where you
• 4:28
  landed now. But the way that I would start
• 4:32
  to just just to even put like theory on this, and this is for
• 4:35
  everyone's mindset, right? Like this is just kind of the
• 4:38
  way to think about any online business where you have a
• 4:40
  customer anywhere where you have a customer, you have a customer
• 4:43
  journey, right? And one of the things that I say
• 4:46
  that tends to break people's brain a little bit is that
• 4:48
  scaling comes from retention, not acquisition, but retention
• 4:52
  comes from relationships. And so I'm a simple man.
• 4:56
  Three colors of crayons in my box, black, white, pink, right?
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  Like, I don't claim to be intelligent.
• 5:01
  I'm just really resilient and tenacious.
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  But really, the easiest way to think about a customer journey
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  is relationships, right? It's building monogamous
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  relationships at scale, right? And human beings, we crave being
• 5:15
  seen, heard, respected, and loved, right?
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  But customer journeys don't start where everybody thinks
• 5:21
  they do. And the running joke is like,
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  oh, and I did this in a keynote once.
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  And I was like, how many people put your hands up if your
• 5:27
  biggest fear is you're not going to get your next client, right?
• 5:30
  And everybody's hands go up. And I was like, amazing, you're
• 5:33
  going to go out of business. And they're like, and I was
• 5:36
  like, because your biggest fear shouldn't be that you're not
• 5:38
  going to get your next client. It's that you have clients or
• 5:41
  customers and they didn't get results because that's what
• 5:44
  destroys businesses because you can't have a business that works
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  if the people inside of it aren't getting results.
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  And then you're spending all your time and energy trying to
• 5:53
  bring more people in. And so just to frame that for
• 5:56
  people's brain, it's kind of important to understand that
• 5:59
  lens of business. Now, how I would define customer
• 6:02
  journey is really, really simple.
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  And I would keep it. And I'll give you even a
• 6:06
  tangible take away from Maya Angelou.
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  Nobody remembers what you said. They remember how you make them
• 6:11
  feel. And we're all marketers or use
• 6:14
  marketing or some degree have to have a semblance of marketing in
• 6:16
  our life to be an entrepreneur. And one of the things that
• 6:21
  everybody always screams for is more attention.
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  Attention is not your goal. Trust is your goal.
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  You can go get all the attention you want and you'll be that
• 6:30
  influencer with 14,000,000 Instagram followers that can't
• 6:34
  sell 3T shirts and goes out of business, right?
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  Like this isn't a game of attention, but trust comes from
• 6:39
  relationships and customer journey begins in somebody's
• 6:43
  first interaction with you, even if it's through proxy.
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  Meaning it might be what somebody says about you or a
• 6:50
  clip they see about you or a video they see or hear you on a
• 6:54
  podcast or maybe an ideal world, a direct conversation.
• 6:58
  But when it comes to understanding it, that the old
• 7:00
  adage is like, I only have to care for the people who give me
• 7:04
  their credit card and I deliver. And I'm like, but if we did
• 7:07
  this, statistically speaking, which I did for years with
• 7:10
  e-commerce brands and service based brands, is on a good day,
• 7:14
  like if your poop doesn't stink, out of 100 people, 10 people are
• 7:19
  saying yes, which means 90 people gave you their attention.
• 7:25
  That are just lacking a couple of touch points to go from maybe
• 7:30
  to yes or no to maybe. But in the world of online
• 7:33
  business, everybody's taught and trained to ignore those people.
• 7:38
  In my world, the most important people are the people who you
• 7:41
  currently have their credit cards are paying you.
• 7:43
  The next most important people is anybody where you have an
• 7:46
  automated relationship, opt in's, emails, social media.
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  And then the third priority is anybody who's paying attention
• 7:53
  to you that doesn't trust you enough to come in.
• 7:56
  But customer journey applies everywhere.
• 7:58
  And for me, I think the easiest way that I've, I've helped
• 8:02
  because I just did a call with like 50 Lady Hustler women last
• 8:05
  week. And the analogy that landed for
• 8:06
  them, I was like, imagine you took your entire business.
• 8:10
  Like we took your business. You have your podcast, right?
• 8:12
  You have the retreats that we do together.
• 8:14
  We have the reset mastermind that we're now going to do
• 8:16
  together. You have one-on-one coaching,
• 8:17
  you have the accelerator. But imagine your business
• 8:20
  existed in a brick and mortar store.
• 8:23
  Like you had a desk when you walked in and on the shelf
• 8:26
  behind you at varying distances was like all the free stuff, all
• 8:30
  the stuff you can opt in for. And in the back of the store is
• 8:33
  the paid stuff. Now imagine if you had 100
• 8:36
  people walk in that door and the only ones you talked to were the
• 8:39
  ones who knew they were going to the back of the store.
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  But they walked in and you said good morning and you just
• 8:44
  ghosted them. Like Stonewall, Medusa, they're
• 8:47
  going to leave, right? Because people window shop, they
• 8:49
  come in. And so I like to give real world
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  analogies to customer journey because to your point, customer
• 8:55
  journey really only fits in a couple of buckets, right?
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  And the lens of business, it fits in your marketing, which
• 9:01
  you and I know is like, hey, I planted this garden that has
• 9:05
  this fruit that I'm harvesting, but I'm going to go tell you
• 9:08
  that this garden exists because you might be hungry, right?
• 9:11
  Well, I think it's also the word customer journey, because when
• 9:13
  you think the word customer journey, you think customer.
• 9:15
  And most people's belief is that they're not a customer yet.
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  Yeah, because they haven't paid me yet, they're not a customer.
• 9:21
  Therefore, there's no customer journey. 1000% And you know, you
• 9:24
  know this about me, like my running adage is everybody's my
• 9:27
  customer. It's just a matter of when.
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  And one of the things that I say to myself, to my team, to people
• 9:32
  I coach is our job isn't to find our ideal customer, it's to
• 9:35
  create them. You go just looking for them.
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  Your Ocean's going to dry up pretty quickly.
• 9:41
  But creating them comes to having a relationship and
• 9:43
  communicating with them, right? So when we think about it in
• 9:45
  buckets, it's your marketing, it's your sales, whatever
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  mechanism, conversations, modality that you're using.
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  And then it's your delivery. Those are the three front facing
• 9:56
  ones, right? Like marketing and sales as
• 9:59
  people that aren't in our ecosystem yet, delivery is once
• 10:02
  they're in our ecosystem. And delivery isn't just with a
• 10:04
  credit card. Delivery is anywhere where we're
• 10:07
  automating a relationship or helping somebody move closer to
• 10:10
  their goals. So most people would resonate
• 10:12
  with that with like an e-mail list or an opt in or an exchange
• 10:16
  of information. But it's also a podcast.
• 10:18
  Like you've witnessed this first hand and having a podcast, all
• 10:21
  of a sudden a podcast comes out and like, well, they subscribe
• 10:24
  to it, but I'm not really emailing them, but they're
• 10:26
  getting results and then they're reaching out to me for coaching
• 10:29
  and then you have delivery. So those are like the front
• 10:31
  facing parts of customer journey and how I would define it.
• 10:34
  And I know this is a very long answer, but I think the context
• 10:37
  matters wholeheartedly in what you're doing.
• 10:41
  A customer journey is basically knowing where somebody is, where
• 10:44
  you're going to meet them, and knowing the path that they're
• 10:46
  going to take, not to get to their result, but to get one
• 10:50
  step closer and make progress to their result.
• 10:53
  And that our job is to guide and lead people to that result.
• 10:57
  Because if they had the ability to get the result, they would
• 11:01
  just go on Google and YouTube. Like we can joke about working
• 11:04
  out all day. Every single workout and macro
• 11:07
  that you will ever need is on the Internet for free, right?
• 11:11
  So what's the difference? Well, somebody needs a guide or
• 11:14
  a hero or a mentor to help guide them in that process.
• 11:16
  And it's not just when they give you their credit card, it's when
• 11:19
  they give you their attention. And your job is to turn that
• 11:22
  attention into trust. And that trust is what allows
• 11:25
  them to start taking actions to become more of that person that
• 11:29
  they haven't become yet. And one of my quotes that I
• 11:31
  stole from my buddy Alex you love is like you don't have the
• 11:33
  business you want because you haven't become the person to run
• 11:36
  it yet. Well, our clients and customers,
• 11:39
  even if they don't pay us, don't have the results that they want
• 11:42
  because they haven't become the person to maintain them or have
• 11:45
  them yet. So that's how I would define
• 11:47
  customer journey. I like the long answer.
• 11:49
  It's good. It's good.
• 11:51
  I I think that three buckets helped me.
• 11:55
  I thought about them basically as like almost like dating, like
• 11:58
  I think about it as like you're fishing in the pond, like the
• 12:01
  free stuff is your marketing. It's whatever you're putting out
• 12:04
  with no commitment necessarily asked.
• 12:06
  So commitment meaning like subscriber to your point
• 12:09
  following you like it's just anyone who's basically exposed
• 12:12
  to you. Then you have the second one,
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  which is like, OK, you're actively dating somebody.
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  So you're in the next level of commitment, but you're not
• 12:18
  necessarily at a place where you're getting married yet and
• 12:21
  you're subscribing to somebody, you're following them, you're on
• 12:23
  their e-mail list, but you're not quite a client.
• 12:25
  And then again, them becoming a client is just another level of
• 12:28
  commitment in the relationship. Not necessarily.
• 12:30
  That is the relationship and it's. 1000%.
• 12:32
  For me that those 3 buckets helped me a lot because one of
• 12:36
  the things that again, if we think about, it's been a lot of
• 12:39
  learning, you guys, it's been a lot of unlearning.
• 12:42
  Because when I learned in business, the number one thing
• 12:44
  in sales that they teach us is the sales cycle, which is like,
• 12:47
  oh, it takes you X amount of touch points and then somebody
• 12:49
  converts. And like, you know that, that
• 12:51
  the timeline of when someone buys.
• 12:54
  And I remember one of our earlier conversations, you're
• 12:56
  like, yeah, like, it's just like whenever they have the evidence
• 12:58
  they need to buy. And I remember like, well, how
• 13:01
  do we control that? You're like, you don't.
• 13:03
  And I'm like, amazing. So that to me kind of broke my
• 13:06
  brain in a good way because what it made me realize was it's not
• 13:10
  about controlling when it happens.
• 13:13
  Like, again, if you think about to back to dating, there's some
• 13:16
  people that you date for years and then you realize, OK, like,
• 13:19
  I want to go to the next level of marrying them.
• 13:21
  You date them for years. You realize I don't want to
• 13:22
  marry this person. So like, we can't control what
• 13:24
  that outcome looks like. We just control how we nurture
• 13:27
  it in whatever stage it's in. And I think for me, what it did
• 13:31
  is it it actually calmed me a lot in realizing that I had only
• 13:35
  so much control over these buckets and how I maneuvered
• 13:37
  them. Because I think without this,
• 13:39
  before I learned this, to be honest, it was just market sell
• 13:43
  client. Like the end destination is just
• 13:45
  got a client. And when I started to think
• 13:48
  about customer journey and connection to relationships,
• 13:50
  that's what made me realize like there's only specific ways that
• 13:52
  I nurture and I'm going to, I'm the worst student in this moment
• 13:55
  because I don't remember what they were, but there was 3
• 13:58
  buckets. And you were talking about in
• 13:59
  each one of these buckets what the person's looking for in
• 14:02
  order to move to the next stage. So like if someone's in free and
• 14:04
  they want to go into commitment, what are they looking for?
• 14:06
  If they're in commitment and they want to go to like marriage
• 14:09
  again, or if you're in dating and wanting to go to marriage,
• 14:11
  what they're looking for. Can you kind of break down?
• 14:13
  I know you have a visual of it that I'm butchering right now,
• 14:15
  but that visual kind of what they're looking for that allows
• 14:19
  them to progress so that people can kind of see the main thing
• 14:22
  that you're hoping to facilitate, not control, but
• 14:25
  kind of encourage maybe. Yeah, 1000%.
• 14:28
  And I think to your point, the thing that I want to and you're
• 14:30
  talking about the four pass to the pier.
• 14:32
  Yeah. And the thing that I want to
• 14:33
  really hammer home that you said is that we don't have control
• 14:38
  over somebody's actions, but we have control over the container
• 14:41
  and the interactions that happen in those buckets, right?
• 14:45
  And so none of us want to walk into a retail store like, Hey,
• 14:49
  we're looking for a sweater. And they're like, great, buy
• 14:51
  this one right now. Give me your credit card.
• 14:53
  Like we'd literally get arrested for assault, right?
• 14:57
  But that's what most people are taught, right?
• 14:59
  It's like transact, transact, transact.
• 15:01
  But it takes away human autonomy and agency, which I'm making
• 15:04
  this point for so many because I, I happen to come across this
• 15:07
  a lot with my clients. Because the downstream effect of
• 15:10
  that is when you take away somebody's agency by force, it
• 15:13
  creates codependence and it puts all the pressure on you and they
• 15:17
  never have a breakthrough result anyways.
• 15:18
  You end up chasing your clients. Like I'm going to follow up them
• 15:21
  all the time. They're not doing any action,
• 15:23
  They're not working in between our calls.
• 15:24
  They're blaming me for everything.
• 15:26
  They keep saying this has to work or I'm going to quit,
• 15:29
  right? Like that's a customer journey
• 15:31
  issue because that's a leadership issue at like the
• 15:33
  deepest level because there is no shared investment per SE,
• 15:37
  right? It's like when you force
• 15:38
  somebody in when they're not ready, you kind of take that
• 15:41
  away and then we end up complaining about it the whole
• 15:43
  time, but we're the ones that were responsible for doing it
• 15:45
  right. So when it comes to customer
• 15:48
  journey, right? And, and even that term, by the
• 15:51
  way, like I'm, I have a love hate relationship with that term
• 15:54
  just because it's so miss defined and also like so
• 15:58
  recognized by people. Like it drives me bat crap
• 16:02
  crazy. But when we think about customer
• 16:05
  journey, what we're really thinking about is when somebody
• 16:08
  has an interaction with us, right?
• 16:10
  And it doesn't matter where it is, what it is.
• 16:12
  It could be at an event, could be after you keynote, could
• 16:14
  because they heard you on a podcast, could because they came
• 16:16
  across an Instagram Reel. They could see your marketing.
• 16:18
  You could be running paid ads. Anywhere that somebody has an
• 16:21
  interaction with us as a human being, there's only one of four
• 16:24
  choices that they can make. And I call these the four paths
• 16:27
  to the pier, right? So choice number one is they can
• 16:31
  buy. That's the obvious easiest
• 16:33
  choice. But in the lens of percentage,
• 16:36
  very few people are there, right?
• 16:38
  They have evidence collection, things like that.
• 16:40
  Choice #2 is they can opt in and opt in.
• 16:43
  I do not mean give me your e-mail address.
• 16:46
  I mean automate a relationship where I don't have to pursue
• 16:51
  you. So I could follow you on
• 16:53
  Instagram, I could subscribe to your podcast, I could give you
• 16:56
  my e-mail address in exchange for something, right?
• 16:59
  I could become in a relationship with you that doesn't require me
• 17:02
  to give you any information. But I'm basically requesting
• 17:06
  that you keep me updated and keep me in that world of like,
• 17:09
  we're kind of going exclusively. I might be seeing other people,
• 17:12
  but like, I'm scoping out the field, right?
• 17:14
  So I called out the opt in bucket, right?
• 17:17
  Then there's the learn more bucket and the learn more bucket
• 17:20
  is like, hey, something piqued my interest.
• 17:22
  Something really, really resonated with me.
• 17:25
  And most people think it's about the information that they share.
• 17:28
  But in that bucket, it's about the values and what you're
• 17:31
  standing for, right? Because we'll come across an
• 17:34
  Instagram clip. But dude, I love that that
• 17:37
  resonated. Then we'll click through to
• 17:39
  their profile and be like, I am not following that person,
• 17:42
  right? Like they just hit a zinger or
• 17:44
  we'll go through and collect information.
• 17:46
  So in the Learn More bucket, what somebody does is they find
• 17:48
  us, they have a moment with us, they have an interaction with
• 17:51
  us, and then they don't have enough evidence or safety or
• 17:55
  trust to automate that relationship in any way.
• 17:58
  So they go looking for that evidence.
• 18:00
  These are the people that will see a reel.
• 18:02
  Then they'll go watch three to four more of them and they're
• 18:04
  going to decide, am I going to automate this relationship or am
• 18:08
  I going to move into the 4th bucket, which is bounce.
• 18:11
  And the bounce bucket is when you have an interaction with
• 18:13
  somebody, you see somebody, you see their content, you consume
• 18:15
  it, but you don't have enough tilt or evidence to want to
• 18:19
  consume more. But most people also think
• 18:21
  that's bad and it's not bad because you still have control
• 18:26
  over your consistency and congruency.
• 18:28
  I've had this happen in my career so many times.
• 18:30
  Like people have seen me keynote 4 times in a year and by the 4th
• 18:33
  1 like dude you pissed me off. Like it hurt.
• 18:36
  I was so angry. But hey can we like set up a
• 18:38
  call now? Like I'm ready right?
• 18:40
  Or even you. You and I met in San Diego and
• 18:43
  then you went and without me knowing, stalked everything that
• 18:46
  I had, my website. I initially definitely bounced
• 18:49
  like I was like. Oh, you bounced.
• 18:51
  Hard, hard. Hard, hard.
• 18:54
  Yeah. And then I I ended up in that
• 18:57
  learn more bucket and by that I basically went and binged every
• 19:00
  single piece of like I just stalked him aggressively in a
• 19:03
  healthy way on the Internet to just make a educated choice on
• 19:06
  an investment. And I would say the, the aspect
• 19:12
  that I found was impactful for my business of this model.
• 19:17
  And like what really, I guess translated for me, it was a
• 19:20
  couple different things #1 when we were actually Speaking of
• 19:23
  that event, one of the things about that customer journey,
• 19:26
  which I didn't know was a customer journey then by the
• 19:27
  way, guys, when he talks customer journey, he lives in
• 19:29
  this like he breathes customer journey.
• 19:31
  He lives in it, you know, and I'm like always be selling and
• 19:33
  like I'm always selling. He's always customer journeying
• 19:35
  like at every moment of every day.
• 19:37
  And so at this event, I remember when I was like, yeah, like I'm
• 19:40
  considering coaching. But like, I don't know.
• 19:42
  You're like, hey, why don't I just get your phone number and
• 19:45
  I'll message you. And like, obviously when you
• 19:47
  think about coaches, the pipeline, if you will, that I've
• 19:50
  gone through is like, yeah, like I'll send you a link to an
• 19:52
  application, fill that out, get on my calendar.
• 19:55
  And instead he's like, hey, here's my number.
• 19:57
  Why don't I just like kind of get ourselves connected on our
• 20:00
  phone and then we'll go from there.
• 20:01
  And then after that, very promptly, I get a video of you
• 20:05
  or a picture of you. And it's basically so that.
• 20:08
  That's the start of that customer journey.
• 20:10
  And even after we signed on together, there was hey, great,
• 20:13
  like hey, I'm going to do the intensive sounds amazing.
• 20:15
  Then I get a video from him, a personalized video or when you
• 20:17
  follow him, you get a personalized video.
• 20:20
  And once you start to see and understand, which I know he's
• 20:23
  going to go through the steps, when you start to understand
• 20:25
  customer journey, you start to really see the way that this can
• 20:28
  genuinely infiltrate every area of your life.
• 20:31
  And this has impacted my following in a sense of people
• 20:35
  who haven't gone to that commitment level with me yet.
• 20:37
  It also has completely changed the way that I see, quote UN
• 20:40
  quote, opt in's like even to your example of like an option
• 20:42
  is not an e-mail. The not collecting an e-mail to
• 20:45
  me felt criminal because I was like, how why would I not
• 20:48
  collect an e-mail? That's insane.
• 20:50
  But again, thinking about, OK, well, that means you're really
• 20:52
  playing to the commitment bucket, right?
• 20:53
  That person that you're looking to date.
• 20:55
  But can we not nurture further the existing follower bucket?
• 20:58
  And so we took one of his, I would say like strategies or
• 21:01
  tactics that falls into the more free community bucket.
• 21:04
  And so we created a training that is our elevation model,
• 21:07
  which the two of us collabed on and we made a free resource
• 21:09
  around it. And we just literally sent it to
• 21:11
  people. We're like no e-mail.
• 21:11
  You don't have to give me anything.
• 21:13
  Just message me a word and I'll send it directly to you.
• 21:15
  There's no follow up sequence. There's nothing to it.
• 21:17
  It's just a free resource. And I think there's also a lot
• 21:20
  of people who are like, what's the catch?
• 21:21
  Because again, like oftens are always considered to like you
• 21:24
  have to give me something in order to give value.
• 21:26
  But for us, the intention of why we did that was not because of
• 21:29
  emails or because of commitment. It was because of nurturing the
• 21:31
  existing community in the free bucket before asking for any
• 21:35
  aspects of commitment. So like, I think those
• 21:39
  categories of those 4 past really helped for me because it
• 21:42
  made me realize that I had to have different strategies or
• 21:47
  different approaches for each level of commitment.
• 21:50
  It wasn't like a they're in marketing and sales now they're
• 21:52
  a client, which is usually the two buckets most people play in.
• 21:55
  But instead realizing that every single one of those four paths
• 21:58
  requires something different in order to help them to progress.
• 22:01
  And that kind of like one-size-fits-all approach of
• 22:04
  just like take this from my marketing and sales and become a
• 22:06
  client is not really going to work in the long term because
• 22:09
  it's not focusing on any aspect of relationship.
• 22:12
  It's just like spraying people with a strategy and seeing what
• 22:15
  sticks. 1000% and I want to make a couple points, this number one
• 22:19
  and the most important point for me and Kate.
• 22:22
  Kate can vouch for this also. Like when I think about customer
• 22:25
  journey, I have zero agenda, like 0 agenda.
• 22:29
  My agenda is to connect with you as a person, right?
• 22:33
  So even it was a running joke when Kate became a client, she
• 22:36
  was trying to reverse engineer like the sales process.
• 22:39
  I was like, there wasn't a sales process.
• 22:40
  Like I never followed up with you unless you followed up.
• 22:43
  That's because my mindset is always be selling.
• 22:45
  So there's got to be some selling something here, yeah.
• 22:47
  And then she's like, no, no, no, like, you're the best.
• 22:49
  I'm like, listen, if this was intentional, I am the best
• 22:52
  salesperson in the world because I didn't realize I was doing
• 22:56
  half of it right. But I think what's so important
• 22:59
  is that, you know, to even your example, and you probably talked
• 23:02
  about this in the Montana episode, but what really
• 23:05
  happened is when we connected, I gave you agency and I was like,
• 23:09
  I'm here to support if and when you're ever ready.
• 23:11
  And if not, I'm still here to support you.
• 23:16
  And then even after you became a client, I'm like, call me, text
• 23:19
  me anytime. Like I'll help you with
• 23:20
  anything. I'll answer any question.
• 23:21
  You're like, what's our standing call?
• 23:22
  I'm like 24/7 365, right? Like whatever.
• 23:25
  Like if I'm not like sleeping with my son and I can help you
• 23:28
  navigate something or get back on the field more, I'll help you
• 23:31
  do that, right? And, and so much of customer
• 23:34
  journey has been turned into like this illusion.
• 23:37
  Every control of like, I'm going to force you to do this.
• 23:39
  I'm going to force you into this and I'm going to do all of these
• 23:42
  things. And even to your point, when you
• 23:44
  start to understand the phases that somebody's in, right?
• 23:47
  There's phases of customer journey, there's phases of like
• 23:50
  investment, there's you, I think you did a podcast on this, like
• 23:53
  the phases of change that somebody goes through, right?
• 23:56
  We have to allow the human to exist because none of us want to
• 23:59
  be forced into doing anything. Just like if we join a gym, as
• 24:02
  much as we want accountability, if that gym owner was at our
• 24:05
  front door every morning at 4:30 AM and like handcuffed us and
• 24:08
  blindfolded us and threw us in the car and took us to the gym,
• 24:10
  we'd quit the gym, right? There's a level of autonomy
• 24:13
  that's required. Everyone's thing around scaling
• 24:16
  is control, right? It's always about like scaling
• 24:18
  is about rinse and repeat. You have a formula of a
• 24:20
  framework, you press a button, boom, it happens.
• 24:23
  And you know, we even see people talk about like, I don't even
• 24:26
  have to try. It's an equation at this point,
• 24:30
  and what you're talking about contrast that aggressively,
• 24:33
  which is that you have to have trust and agency basically means
• 24:36
  that you don't have the ability to do that if someone's like.
• 24:38
  But I want to have control. I want to know when I post this
• 24:41
  people move. I want to know when I do this
• 24:43
  tactic, people move through for the businesses.
• 24:45
  Obviously you've scaled businesses to multiple 7
• 24:48
  figures, billions of dollars. Like with all of this model, how
• 24:52
  can someone maybe reframe the way that they might look at this
• 24:56
  to see how releasing control is actually the best way to control
• 24:59
  the outcome? Yeah, it's, it's a really,
• 25:01
  really good question that the thing that I would say is I've
• 25:03
  also been doing this since 2010. So I have a pretty long track
• 25:07
  record of evidence here and all the ones that quote UN quote
• 25:10
  control look at their business three years in the future and
• 25:13
  it's either reinvented, gone or in a completely different
• 25:16
  bucket, right? So there is short term gain.
• 25:20
  There are people, there are people that resonate well.
• 25:23
  And you know, I'm not here to stand on my soapbox, but I think
• 25:27
  it's to the detriment of the person and the business because
• 25:30
  it doesn't change. And you find these people that
• 25:32
  are event chasers or they're in a mastermind for three years and
• 25:35
  yet their business looks identical or they're buying
• 25:39
  every single program that comes out.
• 25:40
  They're just like, you know, deep consumers.
• 25:43
  And I think at the core, it comes down to like what your
• 25:45
  mission and vision is. Like.
• 25:46
  If you have a vision to like change people's lives or change
• 25:49
  the way they do business, that can't mean that their business
• 25:53
  only runs when you're involved in their life or else they don't
• 25:56
  have a business. They basically work for you and
• 25:59
  then they're stuck and nothing, nothing moves.
• 26:01
  And so I think there's a semblance of all of it going
• 26:04
  together. Strategies and tactics fit into
• 26:07
  business, but none of them are guaranteed forever, right?
• 26:10
  Like I am doing this for 15 years.
• 26:12
  I've probably reinvented my business 77 times on like where
• 26:17
  people come from and and how I build engagement or how I build
• 26:20
  relationships. They're all falling into the
• 26:22
  same buckets. And when something works, press
• 26:24
  the gas pedal. But also know that when
• 26:27
  something works, you better have a couple of backup options in
• 26:30
  the queue because it's not going to work forever.
• 26:32
  Like when we started running Facebook ads in like 2013 or 14,
• 26:38
  for every dollar we spent, we made $25 and we were 18 to 99.
• 26:43
  Every person in the US, there was no segmenting.
• 26:45
  Nobody was using Facebook ads. Well, now good luck, right?
• 26:48
  So there's this evolution piece. And so I think it's both.
• 26:52
  I would, I would replace the word control with container,
• 26:55
  right? Because I can to some degree,
• 26:57
  control how much media I'm putting out to get new eyeballs
• 27:01
  and get more eyeballs into this bucket for them to have value or
• 27:05
  a value exchange to be able to move up a ladder.
• 27:08
  But I cannot control by force somebody moving up at my
• 27:12
  discretion or else I'm going to end up creating it.
• 27:15
  And we see this all the time. You'll have clients who hide
• 27:18
  behind contracts and then half your audience is suing you every
• 27:21
  year. Or you're like, I have no
• 27:22
  problem filling my pipeline, but yet nobody retains.
• 27:26
  Well, that retention problem doesn't necessarily come from
• 27:30
  the back end. It comes all the way from the
• 27:31
  beginning. You try to force people, you try
• 27:33
  to objection, handle. My favorite one that we had in
• 27:35
  San Diego is like, why would I ever let somebody talk to their
• 27:38
  partner about their investment decision?
• 27:40
  I'm like, I don't know. Because they're A-Team and
• 27:41
  they're in a relationship. You're going to force the wife
• 27:43
  to pay and piss off her. So you're going to ruin a
• 27:45
  marriage to get 10 grand into your program and like you can
• 27:49
  sleep at night. So I think it really boils down
• 27:52
  to like what you value and your values when it comes to business
• 27:55
  because both exist together, but it's when it's only strategy
• 28:00
  tactic that you're playing the short game and losing the long
• 28:03
  game and that's where it gets dangerous.
• 28:04
  And the thing I would add to that too is that I think that it
• 28:07
  has insane long term impacts for people, but it also can have
• 28:11
  insane short term impacts. Like even for this podcast,
• 28:15
  people say like, why would you give away so much?
• 28:17
  Like you can't give away free value, No one's going to buy
• 28:19
  from you. We literally did multiple 6
• 28:20
  figures just in the podcast launch because of integrating
• 28:23
  what you've taught me about customer journey and really the
• 28:26
  basis of that being understanding the different
• 28:28
  levels of relationship and how to help someone to feel deeper
• 28:32
  connected and inspired to move versus forced to move.
• 28:35
  And I think the selling and the marketing is the force to move.
• 28:39
  Whereas when you add value, when you actually value the
• 28:41
  relationship and say, hey, like you're on your own timeline, but
• 28:43
  like, I'm here when you need me has had people come back and
• 28:47
  invest with us after, you know, going ghost for three months
• 28:50
  just because of how we handled that situation instead of like,
• 28:53
  OK, we'll like apply when you're ready, right?
• 28:54
  Like it's just the relationship at every stage helps people to
• 28:58
  feel safe within your community and brand and therefore want to
• 29:00
  go deeper and deeper into it. And so that kind of is OK, We've
• 29:05
  gone over customer journey and reframed that because that was
• 29:07
  huge for me. Those four paths changed a lot
• 29:09
  for me. And then obviously, which I
• 29:11
  always feel like I mentioned to clients and I have to give you
• 29:13
  credit, credit for your mistakes because I was making so many of
• 29:17
  these mistakes. So the three mistakes that you
• 29:19
  cover, how many businesses would you say you've seen that
• 29:24
  happening or how many businesses even?
• 29:25
  OK, so basically anyone listening is most likely.
• 29:27
  Making anyone listening. And here's the thing, myself
• 29:30
  included, still to this day, because there is no permanent
• 29:36
  rectification of these mistakes. It's an awareness where we do
• 29:40
  our best. Just like in your relationship
• 29:43
  with your partner, you can have the best intentions, have
• 29:45
  everything planned out and you're going to forget
• 29:47
  something. You're going to forget to write
• 29:49
  the sticky note or take out the trash or hey, honey, I'm going
• 29:53
  to go do this thing. And then three days later you
• 29:55
  realize it wasn't done right. Like there's it happens because
• 29:58
  we're humans and what we're talking about is relationships.
• 30:00
  And I want to hit these three mistakes but I want to close one
• 30:02
  loop because it'll drive my brain nuts.
• 30:04
  I ADHD brain sorry. No, it's OK.
• 30:06
  I'm used to it. I'm used to it at this point.
• 30:08
  I speak Kate fluently. So like I can, I can navigate
• 30:11
  the rabbit holes and the deep dark rabbit holes now, But when
• 30:13
  it comes to like that, even that strategy and tactic, right, like
• 30:16
  the no funnel way, right where I'm like, just give it away for
• 30:19
  value. The other thing it's also doing
• 30:22
  is there's two big, big benefits here and it and it and it's
• 30:25
  different for every single person, right?
• 30:26
  But most people try to collect and hoard all of the wrong
• 30:31
  people instead of filtering the right people by their actions
• 30:35
  and autonomy, right? And and I've done this my whole
• 30:37
  career. And if you want to read a book
• 30:38
  on it, the Go giver by Bob Bergen, David Mann, it's an
• 30:41
  incredible book. OK, but it's how I do business.
• 30:44
  It's how I think about business. I believe that you should win
• 30:47
  before I win. That could be with clarity or a
• 30:49
  vision or a win in your business.
• 30:51
  But when that happens, you actually have real evidence in
• 30:54
  your life that working with me or communicating with me is
• 30:59
  already beneficial. And we haven't even talked about
• 31:01
  money, right? So when we talk about that
• 31:04
  strategy, it's also a filtration process because the other hidden
• 31:08
  benefit, I'll go into businesses who have 70,000 emails on their
• 31:11
  list and haven't emailed them in 16 months.
• 31:13
  And I was like, wait, so you're paying $1500 a month to collect
• 31:18
  a Rolodex of people that you swiped right on and you're not
• 31:21
  communicating with them at all? And I'm like, well,
• 31:23
  logistically, legally, you can't e-mail them because it's been
• 31:26
  over 90 days or six months in the CAN spam act.
• 31:29
  So you have to get them to re consent.
• 31:31
  But #2 is that you wanted their e-mail more than you wanted a
• 31:34
  result And you've done nothing with it on that side of that.
• 31:37
  I'd rather give you my best training program and be like,
• 31:41
  hey, go put this in your business.
• 31:43
  Go use this because if it works, what are your options?
• 31:47
  You're going to go hire the dude who's like, I won't get on a
• 31:49
  call with you till you pay me or go through the 77 step
• 31:52
  application process or I have the secrets to the Kingdom, but
• 31:56
  you don't have to pay me $25,000 first.
• 31:58
  Or you're going to go with the guy who's like, hey, I already
• 31:59
  gave it to you. Do you want help to go deeper
• 32:01
  and do more of it, right? It's a win win game.
• 32:04
  And it's also a filtration game because if I send out a resource
• 32:08
  like I have a ton of them as well, and I give it to you and
• 32:13
  you never reach out to me again, you never follow up with me.
• 32:16
  And a month, two months, three months down the road, sounds
• 32:19
  like, have you heard of this George Bryan guy?
• 32:20
  What are you going to say? Oh my God, he screwed me over.
• 32:23
  He took my credit card. He didn't help me.
• 32:25
  The only thing you can say is you'll never believe it.
• 32:27
  This dude gave me a training for free and I ghosted him, right?
• 32:30
  We'll leave that conversation off the table.
• 32:34
  And so I think it's a really, really important to understand
• 32:37
  that your reputation is the number one thing that you can
• 32:41
  control that's unique to you. And we forget about how much
• 32:44
  marketing and business happens when someone is not in direct
• 32:47
  contact with you and. I was just going to add to that.
• 32:50
  You mentioned to me in a quote one time, you were saying that
• 32:53
  if you give something to somebody as information and they
• 32:56
  didn't need you to execute or get results from it, they never
• 32:59
  needed you in the 1st place. And I was like, oh, because like
• 33:03
  all of us have like even for the podcast, if I think about
• 33:05
  teaching a model on here, and then I give it to you and
• 33:08
  you're, you're listening and you take that and you run with it
• 33:11
  and you get exceptional results with it.
• 33:12
  You didn't need me. You could have got it in a book.
• 33:15
  That's what that means. You could have Chat GPTD and
• 33:18
  gotten just the information and you had what you needed alone
• 33:20
  without me to get results and not changed everything for me
• 33:23
  because it made me really revisit my value as well in
• 33:27
  people's transformations. Yeah, because like, truthfully,
• 33:30
  the the mistake that people make with force is they try to get
• 33:34
  people to need them. When in actuality, your goal is
• 33:38
  to get people to want to be around you, right?
• 33:42
  Like the best athletes in the world don't need coaches.
• 33:45
  They want them because they see their blind spots, but they
• 33:48
  understand their role in the game.
• 33:49
  So they get better and better and better.
• 33:51
  If somebody comes in needing you or we get into like they need
• 33:55
  me, you've both lost already because you're forever going to
• 33:59
  be driving their business and they're never going to get
• 34:01
  results. And so it's really, really
• 34:03
  simple too. Because my running joke is like
• 34:05
  when I give things away for free, like I'll coach for free,
• 34:08
  I'll keynote for free, I'll give resources away for free.
• 34:11
  I'm like, let's role play this scenario number one.
• 34:15
  I give it to them and it works. They never needed me in the 1st
• 34:19
  place. But any person who asks about
• 34:21
  customer journey, who do you think they're going to say?
• 34:25
  Right #2 I give it to them and they start using it and they
• 34:31
  can't figure it out. Who are they going to call for
• 34:33
  help? Me.
• 34:36
  I give it to them and they're like, this looks like too much.
• 34:39
  I want you to do this for me. Who are they going to call me?
• 34:43
  I give it to them and they do nothing with it.
• 34:46
  What's the only thing they can say about me?
• 34:49
  Oh my God, he helped me. He's here, He's consistent, he's
• 34:52
  supportive. Anybody who brings up my name,
• 34:56
  we forget that in 2020, Google realized like 86% of marketing
• 34:59
  was word of mouth marketing. And if you don't know what I'm
• 35:02
  talking about, every lady listening.
• 35:04
  Think of the last time you went to a conference and all of you
• 35:06
  were catching up. You spent the 1st 10 minutes
• 35:09
  talking about all the roadblocks and bombs that you drove over in
• 35:13
  the industry. This person did this.
• 35:14
  Oh my God, this person screwed me over.
• 35:16
  Oh, they held me to a contract. They didn't understand I was
• 35:18
  pregnant. They did AB, they did C, and
• 35:21
  very rarely is it like, oh, this person was so amazing because
• 35:25
  everybody's out here destroying their reputation.
• 35:27
  So it's a win, win game. And it's so important to
• 35:30
  understand that your reputation is the only thing that you have.
• 35:33
  And if that goes and that turns because you sacrifice your
• 35:36
  values or you put somebody in a transaction, it's almost
• 35:39
  unrecoverable to some point. It requires like basically a
• 35:42
  crucifixion of self and getting ready to go through the process
• 35:46
  of humility. And it doesn't have to be that
• 35:48
  way, but it's just really how we choose to see business.
• 35:51
  And to that point too, like anecdotally, I'll even share a
• 35:54
  story. Like I gave a keynote in Austin
• 35:56
  because the main keynote guy got into a horrendous car accident.
• 35:59
  My friend called, Can you fill in?
• 36:00
  I'm like 1000%. I was there with everybody you
• 36:02
  can imagine. Gary Vee was there, Stephanie
• 36:04
  McMahon was there, Ezra was there, everybody was there.
• 36:06
  And they all had a back table. They were all selling from the
• 36:08
  back table. And I walked up on that stage
• 36:11
  and I said, hey, I just want everybody to know I'm the only
• 36:14
  one that's not paid to be here and I have nothing to sell you.
• 36:16
  And I was like, Ryan, can you just vouch for me?
• 36:18
  And he's like, he's right. And I was like, so I'm going to
• 36:21
  teach you everything I know. And when I'm done, if you have
• 36:23
  any questions, I will answer them gladly.
• 36:26
  I don't want your e-mail. I don't want your phone number.
• 36:28
  I just want to help. I answer questions for 18 hours
• 36:31
  after that keynote. And of like the hundreds and
• 36:34
  hundreds of questions I answered, a few of them were
• 36:36
  like, well, what do I do? And I'm like, well, if this
• 36:38
  works, shoot me an e-mail. When you're done, here's my
• 36:41
  e-mail. Send me the subject line and
• 36:43
  we'll jump on a call. There were like 83 people who
• 36:46
  got my e-mail. Like 61 of them emailed me.
• 36:48
  Of the 61, every one of them became a client.
• 36:50
  That keynote ended up being worth like $2,000,000 everybody
• 36:54
  else. Argue the lack of selling is the
• 36:57
  selling because if you think about the whole thing of
• 37:00
  anything in business is like if everyone goes right, go left
• 37:03
  like try to figure out where the missed opportunity is.
• 37:06
  And so even to be honest, when we had met at the event and you
• 37:09
  weren't selling anything and I could see you coaching everybody
• 37:11
  for free, I was like, what is this guy up to?
• 37:13
  Like, what is he doing over there?
• 37:15
  So he's just, like, answering all these questions and, like,
• 37:17
  really giving value. Like, it wasn't like a whole
• 37:18
  like, you know, yeah. But like, that's all I can say
• 37:20
  for now. Like, without telling you my
• 37:21
  framework, like, you know, like, if there was no holding back, it
• 37:24
  was actually just like, here you go.
• 37:25
  And like, I am not joking, you guys.
• 37:28
  He sat at a table with entrepreneurs from the morning
• 37:30
  at 8:00 AM until 2:00 in the morning, just talking about
• 37:34
  business and answering people's questions.
• 37:36
  And truthfully, on the consumer side, I was more intrigued by
• 37:41
  that than I was by you pitching. And you actually had to have
• 37:45
  people actively say, how do I work with you?
• 37:48
  Like how do I get more of this? And that became the quote UN
• 37:52
  quote sales process started, but you didn't initiate any of it.
• 37:56
  And it was because it was so against the grain.
• 37:58
  And I think this is important for people who are listening
• 38:00
  because if you're seeing so much like promote more, sell more,
• 38:03
  like more push more control, and you're seeing a lot of that
• 38:09
  going the opposite direction of actually caring about people and
• 38:11
  supporting them and giving them value and educating them.
• 38:14
  And no strings attached can sometimes be the biggest pattern
• 38:17
  interrupt that even causes the interest in the first place.
• 38:21
  1000% And I, I didn't have an agenda because I look at
• 38:24
  everything like it's courting, right?
• 38:26
  Like #1 is that like, I would never want somebody to work with
• 38:30
  me who doesn't like me. So like, you might as well have
• 38:33
  an experience, but #2 is I don't ever want to work with somebody
• 38:36
  that I wouldn't have dinner with every night for the rest of my
• 38:38
  life. And so there's, there's two
• 38:40
  things happening at the same time.
• 38:43
  And for me, if you ask me a question and I have the ability
• 38:46
  to help you, I'm going to help you.
• 38:49
  But I also get to learn a lot in that process.
• 38:51
  Because if you ask me a question and I give you the answer and
• 38:53
  I'm like, here's exactly what I would do Try this, go do this.
• 38:56
  And I'm like, oh, I'd love to follow up.
• 38:57
  And three weeks later, we got on a call and they didn't do any of
• 39:00
  it. It tells me also everything that
• 39:02
  I need to know to have a hard conversation and be like, hey,
• 39:05
  I'd love to help you, but you still haven't done the thing
• 39:07
  that I gave you for free, which means when you pay me, you're
• 39:10
  going to have an expectation that I do it for you.
• 39:13
  And unless you want to give me the keys to your business, I
• 39:17
  can't do that. Which means both of us have to
• 39:20
  agree to work, right? And so there's a lot that's
• 39:22
  baked into it and built into it. And truthfully, it's how
• 39:25
  business was done when I started in 2010, 2011.
• 39:29
  I'd go to masterminds, I'd go to events.
• 39:31
  There wasn't back table rushes. Who can get him to rush the back
• 39:33
  table the most? OK, let's get him to pre fill
• 39:36
  out the contract. Let's seat him at lunch.
• 39:38
  Let's get him to Sprint to the table with fast action bonuses.
• 39:41
  It was like, if you'd like what's on my menu, I would love
• 39:44
  the opportunity to serve you. And it worked and it still works
• 39:48
  and it's never not worked because it's principle based
• 39:50
  based on relationships in humans.
• 39:52
  That's the most important part is in most of the stuff that
• 39:56
  people end up doing is they give their identity away and they
• 39:58
  sacrifice their values and they forget that there's a mom, a
• 40:01
  dad, a brother, a partner. I'm getting emotional on the
• 40:05
  other side. On the other side of that
• 40:07
  transaction, like you might want to force a woman into joining
• 40:11
  your program or force a man into joining your program and it
• 40:14
  destroys their relationship because you used pressure and
• 40:18
  didn't get them the space to talk to their partner.
• 40:20
  And yeah, you got a client for five grand and she just lost the
• 40:23
  love of her life. Or they're in a giant fight.
• 40:26
  Or you took financial strain away from their ability to
• 40:28
  support their children because you just wanted the 5K deal.
• 40:31
  Like I've seen it so many times, it breaks my heart.
• 40:35
  And like, to your point, I remember those FIRE
• 40:37
  conversations, a mom with eight kids and I was in somebody's
• 40:41
  room and being like, I'm going to be really honest with you.
• 40:44
  I feel bad that you're here. How can I just help you to make
• 40:47
  up for what they did to you? And it drives me bonkers because
• 40:52
  if we put ourselves in the consumer shoes, we would never
• 40:56
  say yes to the things that we're trying to get people to say yes
• 40:58
  to. We wouldn't feel good about it.
• 41:00
  We wouldn't feel excited about it.
• 41:02
  And it is relationships because at the end of the day, you can
• 41:06
  have a product and a service, but the only thing you truly
• 41:08
  have is the relationship with the person that you're
• 41:10
  supporting. So if you're OK filling a room
• 41:13
  full of all of your customers and standing on stage and
• 41:16
  letting all of them tell you how they feel about you, knowing
• 41:19
  that none of them are going to be positive, I can't help you.
• 41:22
  But I'd prefer to walk into that auditorium and have everybody
• 41:25
  feel loved and connected and be like, God, He helped or he was
• 41:28
  good, or we work together. He was willing to be honest with
• 41:30
  me. I say no to more people than I
• 41:32
  say yes to. And it's cost me a lot, but it's
• 41:35
  also won me a lot. I'll remember, I'll never forget
• 41:38
  that same keynote. A guy came up to me and he's
• 41:41
  like, we just lost 85% of our business.
• 41:44
  We've been in Home Depot for 20 years and they just cancelled
• 41:46
  our contract. We have 90 days to make it.
• 41:49
  And at the time working with me was 6 figures.
• 41:51
  It's not anymore, but it was because I was helping big
• 41:54
  physical products companies. And he's like everyone's like
• 41:57
  give me 50 grand and I'll help. Give me 50 grand and I'll help.
• 41:59
  Give me 50 grand and I'll help. And he's like, I don't have it.
• 42:02
  And I'm like, I have an hour. Can you sit down with me?
• 42:05
  And I was like, here's exactly what I would do.
• 42:07
  I was like, this is the only thing I can tell you go on
• 42:09
  Amazon, do this on your store. That's what you do in your
• 42:11
  marketing. And I was like, here's my
• 42:13
  e-mail. If I can help you in any way,
• 42:15
  just let me know. Like, I want to help your
• 42:17
  family. I didn't hear from him for nine
• 42:19
  months. And then I got an e-mail one day
• 42:22
  that said, when are you coming to Chicago and where do I wire
• 42:24
  the money? And I had no idea.
• 42:26
  I thought it was a scam. I opened it.
• 42:28
  I saw the name, and I was like, huh?
• 42:29
  So I called him and he's like, yeah, yeah.
• 42:30
  We just want to say thank you. We rebuilt the business and
• 42:33
  brought a couple more $1,000,000 of revenue.
• 42:35
  And we'd love to do an intensive.
• 42:37
  They wire me the money, they fly me to Chicago.
• 42:39
  We didn't work once we ate pizza, they took me to
• 42:42
  restaurants and they just did it as a thank you.
• 42:44
  Like that's how I want to do business.
• 42:46
  Like it's win, win for everybody.
• 42:48
  So I think it's so important. So now let me close the loop
• 42:50
  that everybody has open because now we're in three mistakes, OK?
• 42:53
  So #1 everybody makes them and it's OK.
• 42:57
  And to Kate, one of the, one of the funny things that I've heard
• 43:00
  Kate say, which I love is once you see, you can't Unsee.
• 43:04
  And the goal of these mistakes and understanding them is that
• 43:07
  they're pretty ubiquitous, meaning they apply everywhere.
• 43:10
  They apply in our thinking, they apply in our communications with
• 43:12
  our team, they apply with our communications with our
• 43:15
  customers. They also, just to get really
• 43:17
  inceptuous, apply to your relationships everywhere in your
• 43:20
  life, personal, intrapersonal, friends, business partner, all
• 43:22
  of it. The goal of them is number one
• 43:25
  to have an awareness of them and never forget them.
• 43:28
  Goal #2 is when you find them to do what you the best of your
• 43:31
  ability to mitigate them. That's where they really, really
• 43:34
  boil down. So the three mistakes are
• 43:35
  really, really simple. If you're drawing this, draw it
• 43:37
  in a triangle. And just so you know, we call it
• 43:39
  the triangle of poop because my 8 year old son named it used to
• 43:43
  be called the triangle of death, but he's heard me teach it like
• 43:45
  100 times. So he's like dad, I just think
• 43:47
  poop feels better. So we put a poop emoji in the
• 43:49
  middle and my 8 year old will tell you if you make these
• 43:51
  mistakes, you end up with a sneaky pile of poop.
• 43:53
  So pick how you remember it. OK, so on the top of the
• 43:56
  triangle is called the zone of doubt, on the bottom right of
• 44:00
  the triangle is called the inverse journey, the inverse
• 44:04
  journey, and on the bottom left of the triangle is called the
• 44:06
  firehose or the old George and Kate special.
• 44:09
  OK, we do this to you all the time.
• 44:10
  OK, so the zone of doubt, the zone of doubt is basically the
• 44:15
  commitment remorse own. This is where when we have an
• 44:18
  interaction with somebody, we have a touch point with somebody
• 44:21
  where they reach out where they engage or they commit to
• 44:24
  something that we leave them unread or make them wait to
• 44:27
  close the loop and move on. Right.
• 44:29
  So I see this notoriously on Instagram.
• 44:32
  Shoot me Adm with this word and I'll send you a resource in an
• 44:34
  hour, 48 hours, it still hasn't been sent, right?
• 44:38
  The moment that hour passes, that person goes from excitement
• 44:42
  to oh, they scammed me, they're taking advantage of me.
• 44:45
  They're not going to send it. And it's a permanent scar on the
• 44:47
  record. Not because you said I'd send it
• 44:50
  in an hour, but you said a timeline that they set an
• 44:53
  expectation for that they didn't get it in that time.
• 44:57
  Another one, and we've all seen this, you buy digital product on
• 44:59
  the Internet and it's like check your inbox and you'll get your
• 45:02
  access right there. And then it's not there because
• 45:04
  we're manually sending the emails or an automation broke.
• 45:07
  And immediately this person invested money as an open loop
• 45:10
  of like that I make the right decision, right?
• 45:12
  Because the first thing somebody does after they buy, because
• 45:14
  every two decisions, an emotional based decision, they
• 45:17
  collect evidence that I make the right or wrong decision.
• 45:21
  And the first touch point post purchase is them realizing they
• 45:25
  made the wrong decision because they didn't get followed up
• 45:27
  with. They didn't get what they were
• 45:28
  promised. They didn't get what they were
• 45:29
  offered. And immediately, immediately
• 45:32
  their lens goes from optimism to pessimism and evidence
• 45:36
  collection. And then it carries on this
• 45:38
  trail, right? Or you meet somebody at a
• 45:40
  conference like, Oh my God, I'd love to connect.
• 45:42
  Give me your business card. I'll shoot you a message
• 45:43
  tomorrow. Seven days later, you follow up.
• 45:46
  The relationships already gone. The heightened emotion state is
• 45:49
  gone. And so the zone of doubt happens
• 45:51
  all the time because we either over commit or we don't
• 45:54
  communicate effectively. And it creates frames for people
• 45:58
  or expectations that are unspoken, which deteriorate them
• 46:02
  ever getting in. And I see this in courses and
• 46:04
  programs and coaching all the time.
• 46:07
  And it's almost like clockwork because if it happens and it
• 46:09
  happens with physical products, digital products, within the
• 46:13
  first two to three months, they're gone.
• 46:15
  And every time it can be genuinely tracked all the way
• 46:19
  back to the first couple of interactions either pre or post
• 46:22
  onboarding. And it's because of that zone of
• 46:24
  doubt. So I just like to call the zone
• 46:27
  of doubt the commitment remorse own because we have to
• 46:29
  understand that every decision a human makes is an emotional
• 46:32
  based decision. We think it's logical.
• 46:35
  The logical is what gives them the evidence to trust their got
• 46:37
  to say yes to giving you their e-mail, to giving you their
• 46:40
  credit card. But what follows that
• 46:42
  transaction or that touch point either tells them they made the
• 46:46
  right decision or the wrong decision.
• 46:49
  And if it's the wrong decision, it's called reactants from Jonah
• 46:51
  Berger's book The Catalyst. The wall goes up and every
• 46:55
  single touch point past that point, if it's unacknowledged,
• 46:59
  gives them more and more evidence they made the wrong
• 47:01
  decision. So the more you actually pour in
• 47:03
  without acknowledging the break, the further and further you push
• 47:06
  them away. So that's the zone of doubt.
• 47:09
  That also happened. Like that's what for me, I think
• 47:12
  was like, oh, when we were at the event because I was like,
• 47:14
  yeah, like we should totally connect.
• 47:16
  This is before I had decided that I wanted to invest and I
• 47:19
  was like, yeah, we should totally connect.
• 47:20
  And then I'm like just tuning into the presentation.
• 47:23
  I got a notification, hey, like new DM and I'm like, oh, and it
• 47:26
  was like 5 minutes later because he's like, he's closing the
• 47:29
  loop. Like he's OK, great.
• 47:30
  I told her we connect, we connected.
• 47:31
  Boom, done. Like, and I think the thing I
• 47:33
  was just going to add to that, and you had said
• 47:35
  unintentionally, which this is something that I realized when
• 47:37
  you taught me this, because I felt like when I communicate
• 47:41
  with people like, yeah, like I'll get back to you tomorrow.
• 47:42
  Like I'll get you back a message.
• 47:44
  Like I'll hit you back in 24 hours.
• 47:46
  And then stuff would happen. You'd get derailed.
• 47:49
  Before you know it, you're like, oh, it's 48 hours or it's 72
• 47:52
  hours in your mind. You're not thinking like, OK,
• 47:54
  it's not a big deal. But there was so many instances
• 47:58
  of that in our DMS. Like we would put a call to
• 48:00
  action, but we would have people send us that but not even reply
• 48:03
  to that with until 24 to 48 hours at least later, sometimes
• 48:07
  longer. And so we realized that there
• 48:09
  was just all these little things that really were not even
• 48:13
  necessarily the issue of the fact that we needed more time
• 48:15
  because everyone's like, well, Kate, I'm super busy.
• 48:17
  Like I can't get back in that timeline.
• 48:19
  But for us, it became learning to practice, which still is a
• 48:22
  work in practice, as he says, always making mistakes.
• 48:24
  I'm still trying to figure out how to better communicate
• 48:28
  expectations because I'm always of the mindset of like, the
• 48:30
  quicker I get back to people, the more value that they're
• 48:32
  going to feel. Whereas even, you know, what
• 48:35
  I've seen with you and in your coaching, the way that you
• 48:36
  communicate is that when you can't get back to someone for 48
• 48:40
  hours, tell them that, hey, I'm not going to be able to get back
• 48:42
  to you for at least 48 to 72 hours.
• 48:44
  And not in itself helps people to realize, OK, great, now I
• 48:47
  have my expectations set. When you have the expectations
• 48:50
  set on 48 hours and you get back a week later, now you've broke
• 48:53
  trust. And it's like you told me one
• 48:54
  thing and you did another. And so I feel like that was one
• 48:57
  in that bucket that I realized was so unintentional.
• 49:01
  And also, by the way, super easy to fix because often times I was
• 49:05
  even I'm thinking about to you at the event, it would have been
• 49:07
  really easy for you at the event to be like, I'm going to deal
• 49:09
  with that when I get home from the event, after travel, after
• 49:11
  whatever. But just taking a couple minutes
• 49:14
  after it to be able to close that.
• 49:16
  Even when you and I exchanged numbers about coaching, you had
• 49:19
  sent me your name and your picture of your face within like
• 49:23
  5 minutes of us exchanging numbers.
• 49:26
  And so like the window was so small.
• 49:29
  But I feel like because you make it such a practice in what you
• 49:31
  do, IE, what are you communicating as the
• 49:33
  expectation? And then also, is there anything
• 49:35
  that I can immediately do to fill that that's quick and easy?
• 49:38
  That as a practice, it was so nice on the other side instead
• 49:43
  of it kind of being like, I wonder if he's going to message
• 49:45
  me about coaching and also when will that be?
• 49:47
  Well, because open loops happen on both sides, right?
• 49:50
  It's called the Zygarnic effect. Open loops create unresolved
• 49:53
  emotional conflict in the person and we can't focus when it
• 49:57
  happens. And so even to your point, it's
• 50:00
  not even that I closed the loop with what I have to send, it's
• 50:04
  that I closed the loop and recommit, right?
• 50:07
  It's just communicating effectively any, any, any women
• 50:10
  or even men listening to this that have children.
• 50:12
  You tend to naturally do this with your children because you
• 50:14
  can tell your child the timeline.
• 50:16
  I think we're leaving 15 minutes and they'll whip out a stopwatch
• 50:18
  and something goes over and you're like, hey, bud, I'm super
• 50:20
  close. Like I just need like 5 more
• 50:22
  minutes, right? It's really about being a human.
• 50:26
  And the mistake that happens is we have an expectation that we
• 50:30
  get to be robots while our customers get to be human.
• 50:33
  We don't allow our humanity in. So then we end up burning out.
• 50:37
  We're super in our heads, we're stressed out, we're neurotic.
• 50:40
  We can't close these loops. And it just builds this
• 50:42
  procrastination list that gets in the way.
• 50:44
  And then truthfully, and I know you felt this because I coached
• 50:47
  you on this, it's like, well, now it's been so long.
• 50:50
  Can I even respond at this point?
• 50:53
  And I'm like, like, lies don't get better with time.
• 50:58
  Just for context, guys like I had DMS that were like six
• 51:01
  months out of people who have been inquiring me for for
• 51:04
  services. And we talked a lot about this
• 51:06
  in the alignment episode, by the way.
• 51:07
  So if you want to know why I was doing that, that will unpack
• 51:09
  that for you. But I had six months worth of
• 51:12
  inquiries for coaching with me and I hadn't answered them.
• 51:15
  And I felt so embarrassed because I was like, these are
• 51:17
  people who are reaching out for support and I basically have
• 51:19
  ghosted them. So I was like, how awkward to
• 51:22
  not acknowledge it, but that helped a lot because going back
• 51:26
  in and acknowledging that actually sometimes in situations
• 51:30
  said, hey, by the way, I'm actually so happy to hear from
• 51:32
  you 'cause things have changed since I messaged you last.
• 51:34
  And those, because I acknowledged it became sales
• 51:36
  conversations, which was really interesting.
• 51:38
  Yeah, yeah. So the the truth is it's like
• 51:40
  the the analogy we use is stinky fish.
• 51:42
  Like if you leave a stinky fish under the seat of your car, the
• 51:45
  longer you leave it, the more permanent it becomes.
• 51:47
  Take it out as soon as possible, right?
• 51:49
  Like just acknowledge it like you are where you are, but you
• 51:51
  eradicated instantly. So that's the zone of doubt.
• 51:54
  The inverse journey happens accidentally, but the inverse
• 51:58
  journey is when we're communicating with somebody who
• 52:00
  we already have their attention and trust and where any touch
• 52:03
  point, we're talking about ourselves and what we've
• 52:05
  achieved versus them and what they're going to achieve, right?
• 52:09
  It creates that false idolatry. It creates that need where we'll
• 52:12
  default. Like, Oh my God, like I'm so
• 52:14
  glad we're on a call. Like let me tell you where I
• 52:15
  made $1,000,000. Let me tell you where I did
• 52:17
  this. Let me tell you where I did X
• 52:18
  and where I did Y. It's almost like posturing
• 52:22
  accidentally, but it's disheartening and disempowering
• 52:25
  on the other side because our job is to speak into people and
• 52:28
  communicate with people. And so it's really about
• 52:30
  speaking into what they're going to achieve or what they're going
• 52:34
  to have. And when we have a relevant
• 52:36
  conversation like, oh, I remember when I did this.
• 52:39
  So this applies to you. But the default that we end up,
• 52:42
  especially in the transactional world that we're in now, is like
• 52:45
  I, I, I, I, I, I, I. And here's what I tell people.
• 52:49
  They already had enough I to communicate with you in the
• 52:52
  first place. So stop saying I am pushing them
• 52:55
  further away and make it about you and the way that I have
• 52:58
  people remember this and I have everybody write this down.
• 53:01
  Your customers or potential customers results will tell them
• 53:03
  everything they need to know about you.
• 53:06
  If somebody is already interacting with you, they DMD
• 53:08
  you, they got on a call with you, they hired you, they gave
• 53:12
  you their e-mail. They already had enough evidence
• 53:15
  that they believed like you, thought like you and trusted you
• 53:18
  to start that conversation. They already have that
• 53:22
  relationship. Now it's about having empathy,
• 53:26
  tactical listening, and then supporting them and speaking
• 53:29
  into where they're going to go. Because you know this in sales.
• 53:33
  And I used to teach sales and I'm like, what's really
• 53:35
  happening is selling is just a transference of energy and
• 53:38
  confidence until they have enough of their own.
• 53:40
  They borrow it from us. But what tends to happen is we
• 53:44
  tend to beat people into the dirt of like disempowering them.
• 53:48
  Like, you need me, I'm the solution, I'm the guru, I'm the
• 53:51
  ego. But then those are all the ones
• 53:53
  that turn into pains down the road because you're not getting
• 53:56
  to the root and they don't have that empowerment.
• 53:57
  And so it, it, it boils down really, really easy.
• 54:00
  But like, if you shoot me AADM on Instagram, you're like, Hey,
• 54:03
  I want your customer journey training.
• 54:05
  But OK, awesome. Kate, I'm so excited to share
• 54:07
  this training with you. I've been teaching myself
• 54:08
  customer journey for 15 years and I've scaled like hundreds
• 54:11
  and hundreds of the companies. And like, this model is like the
• 54:13
  best thing ever. It's called the poop model.
• 54:15
  But my poop doesn't think because I'm so good at making
• 54:17
  it. Here you go.
• 54:19
  And you're like, awesome, thanks.
• 54:21
  Or I'm like, hey, Kate, thanks for shooting me a message.
• 54:23
  I can't wait to share this training with you.
• 54:25
  It's like the three biggest mistakes people unintentionally
• 54:27
  make. And by the time you're done,
• 54:30
  you'll have an awareness of them and won't be making them anymore
• 54:32
  in your business. And if you have any questions,
• 54:34
  you can just shoot me Adm. But this is going to help you do
• 54:36
  this and you achieve this to be able to get better results for
• 54:39
  your client. Here's the training.
• 54:41
  It's also like. To do with websites, people who
• 54:43
  have their BIOS on sales pages or BIOS on their website.
• 54:46
  It's like, I'm amazing and I've done this and I've done this and
• 54:49
  it's like, why the heck do I as a consumer even care about that?
• 54:52
  So that's the, that's the second mistake, right?
• 54:54
  And it, and it really comes down to credibility matters, right?
• 54:59
  But most of the time that we forget if we're engaging with
• 55:02
  somebody and they initiated that engagement, they already
• 55:05
  collected all the information credibility wise to start that
• 55:08
  relationship. And it's no different than when
• 55:10
  you walk into a room or a dinner party.
• 55:12
  It's like the ones that you remember are the ones that were
• 55:15
  quiet and the ones that you can't stand are the ones that
• 55:17
  talked about themselves the whole time, right?
• 55:19
  Like you can think of hundreds of situations that happen.
• 55:22
  And I, I think the mistake that people make with the Internet is
• 55:24
  they think it's different than the real world.
• 55:26
  No, it's the real world with speed up touch points.
• 55:29
  So treat it like you would the real world and I think it makes
• 55:32
  a massive, massive difference. So then the third mistake is the
• 55:34
  firehose. The number one place I see this
• 55:39
  committed the most is onboarding and delivery, right?
• 55:43
  We'll spend anywhere from a month to three months to six
• 55:46
  months courting, nurturing relationships.
• 55:48
  And the moment somebody says, yes, we're like, great, here's
• 55:52
  your meal plans, here's your workouts, here's your gym
• 55:53
  membership go. And then we just expect them to
• 55:57
  be able to do it and we overwhelm them.
• 55:58
  And everybody knows what I'm talking about.
• 56:00
  You've all joined a program or opted in for something.
• 56:03
  You get an e-mail that was like, hey, thank you so much.
• 56:05
  I need your mother's maiden name, I need your first born.
• 56:08
  I need you to fill out this 27 minute application.
• 56:10
  I need you to jump on this call tomorrow for 45 minutes and I
• 56:13
  need you to have these three hours of work done.
• 56:16
  Everybody has seen that and felt that our job is to get people.
• 56:20
  The result? The fire hose happens everywhere
• 56:23
  and we forget that we might be standing at the 100 yard line,
• 56:27
  but the people we're helping are standing at the 0.
• 56:30
  And we think that the moment they say yes, they can go from
• 56:32
  zero to 100, but they can really only go zero to five or zero to
• 56:36
  10. And then when they get to the
• 56:37
  10, they can go 10 to 2020 to 30.
• 56:39
  That's where customer journey really, really matters and
• 56:42
  really, really gets people to lean in because if you overwhelm
• 56:45
  somebody, they're going to blame you, but also they're going to
• 56:48
  get stuck and stagnant because it's so overwhelming.
• 56:51
  And then in most coaching programs, and I can't stand
• 56:53
  them, you'll get that onboarding and then you'll jump on that
• 56:56
  first call and then they'll gaslight you for not getting it
• 56:58
  done. Like, how dare you not get it
• 57:01
  done? What are you not committed?
• 57:02
  Like what you do, you don't, you don't care about this.
• 57:04
  You invest this money and you didn't have 3 1/2 hours.
• 57:06
  I'm like, no, my son's been home from school sick.
• 57:09
  He hasn't slept in three nights. I'm handling this.
• 57:11
  My car broke down and like, I genuinely didn't have time.
• 57:14
  And so we forget that just because somebody says yes
• 57:18
  doesn't mean the game is over. It means the game begins.
• 57:21
  And your content, your program, your coaching is only as
• 57:25
  effective as their ability to hear it, understand it, and
• 57:27
  implement it without you, right? The famous scripture statement
• 57:30
  that I annoy Kate with all the time is that like your message
• 57:33
  is only as effective as their ability to hear it, understand
• 57:35
  it, and implement it without you.
• 57:37
  But if it's overwhelming and it's too much, they can.
• 57:40
  And I even have a dear friend who I reference all the time,
• 57:42
  but I promised I wouldn't say his name in the lens.
• 57:44
  He would never let me in his coaching program.
• 57:46
  And it was like a $20 million a year coaching program and he
• 57:48
  wouldn't let me in it. And I'm like, finally, he's
• 57:50
  like, I want your help with customer journey.
• 57:52
  I finally just bought it and I was like, fine, I'm coming in
• 57:55
  and I used a different e-mail so they couldn't tell it was me.
• 57:57
  And I realized why I got the first e-mail for this 12 month
• 58:00
  coaching program and it was like 3000 words long.
• 58:04
  They were like 16 things that I needed to do.
• 58:07
  And I just sent him a screenshot, wrote WTF on it and
• 58:10
  he's like, you got in and I'm like, can I just fix this for
• 58:13
  you? And he's like yeah please.
• 58:16
  And here's the funniest part. All I did was take the e-mail
• 58:18
  and turned it sideways and I chopped it up to one step at a
• 58:22
  time and it became their 14 onboarding emails instead of
• 58:25
  their one onboarding e-mail, which allowed people to make
• 58:28
  progress and build momentum and micro habits and micro wins.
• 58:31
  But the same thing can be true for content, right?
• 58:34
  The same thing can be true for emails, right?
• 58:36
  Your lead magnet isn't good just because you delivered a freaking
• 58:38
  video in APDF. It's only good if they actually
• 58:42
  have the time sit down and go through it and get the results
• 58:44
  that come from it. And that's what really matters
• 58:47
  where it's comes to customer journey.
• 58:48
  It's like our job is to create the plan or the path with the
• 58:52
  resource that we have that somebody can actually follow,
• 58:56
  that we can guide them through to give them the best chance
• 58:58
  results. And if we don't, we end up fire
• 59:01
  hosing them. And you and I do this
• 59:02
  accidentally all the time. There's a reason I also, when I
• 59:05
  keynote, only teach the three mistakes, because if I don't,
• 59:08
  I'm going to teach you 682 things and none of them are
• 59:12
  going to change in your business.
• 59:14
  And I want to teach you all of them.
• 59:16
  But I have to keep it to those because you have to have an
• 59:18
  awareness of them and then realize where you're making them
• 59:20
  and then you start solving them systematically to create the
• 59:24
  result. And so the fire hose is the
• 59:25
  third mistake that people make. Well, that third mistake, I
• 59:28
  would say for myself, obviously it's the mention of onboarding
• 59:31
  because I feel like this is the one that most people resonate
• 59:33
  with is that your current clients can be three to six,
• 59:36
  even nine months into your offer, still making the same
• 59:38
  mistakes in the sense of their experience with you.
• 59:41
  So let's just say you are like, I told them I don't reply till
• 59:45
  48 hours or more or I told them that I need the feedback in this
• 59:47
  amount of time in the onboarding.
• 59:50
  And that was like to that quote that you said or your scripture
• 59:53
  statement of it's only as effective as people's ability to
• 59:56
  understand it and integrate it. I think that there's a big
• 1:00:00
  disconnect of the fact that people think because it's in the
• 1:00:02
  onboarding, they know. And so obviously there's like
• 1:00:04
  chunking down the onboarding and I'm thinking even to your
• 1:00:06
  example, even if you take those 40 steps.
• 1:00:09
  And you condense those into 14 emails, even with the 14 emails,
• 1:00:14
  you're not done. So this idea of like, but it's
• 1:00:16
  in the onboarding. I'm like, right, but they only
• 1:00:19
  heard it one time. They might need to hear it
• 1:00:21
  8/10/15 more times. So them to be like, oh, OK,
• 1:00:24
  great. And that was something that
• 1:00:25
  again, I think changing expectation or changing
• 1:00:27
  perception changes the way you experience it.
• 1:00:30
  The same thing now changes in our programs as to how we
• 1:00:34
  experience it. When someone has a frustration
• 1:00:36
  around, I don't know where to find this or I don't know where
• 1:00:38
  this is happening, You could go to yeah, that's in the
• 1:00:40
  onboarding or it's like, great, yeah, let me help you to find
• 1:00:42
  it. And also, by the way, if you're
• 1:00:43
  ever trying to figure out things or you're looking for resources,
• 1:00:46
  we have a whole section of the onboarding.
• 1:00:47
  You can point them back to it, but it's not about saying like
• 1:00:50
  that's in the onboarding. It's helping them as many times
• 1:00:53
  as it takes frankly. And also, if there is that
• 1:00:56
  happening in such high repetition, is it possible that
• 1:00:58
  maybe to your point, the onboarding is not actually dial
• 1:01:01
  in as much as you think it is? Because if it was, there might
• 1:01:05
  be a deeper level of understanding after that first
• 1:01:06
  interaction. And this is where, like, it gets
• 1:01:10
  annoying. I say this, I've said this to
• 1:01:12
  Kate thousands of times. Leadership is saying the same
• 1:01:14
  thing as many times as required to.
• 1:01:16
  The last person gets it. If you're not annoyed by how
• 1:01:19
  much you're saying the same thing, you're probably not
• 1:01:21
  saying it, right, right. Like you run accountability
• 1:01:23
  programs. I run coaching programs.
• 1:01:25
  I, I, I coach clients one-on-one.
• 1:01:27
  I'm like, what are your wins? What are your wins?
• 1:01:29
  Hey, send me your wins. Hey, celebrate your wins,
• 1:01:31
  celebrate your wins, right? Like it's the nature of the
• 1:01:34
  beast. Just like you can hire any
• 1:01:35
  single personal trainer you want.
• 1:01:36
  They're all going to tell you the same darn thing.
• 1:01:38
  Sleep more, move your body and drink more water, right?
• 1:01:41
  Like no matter what, you have to do it.
• 1:01:43
  And to your point, the best customer journeys are multi
• 1:01:46
  medium, multi modality, all saying the same thing.
• 1:01:49
  Our job is to design the ecosystem that gets in the best
• 1:01:51
  chance of results. Just like when you have a
• 1:01:53
  partner or a kid or a friend, you shift your communication to
• 1:01:57
  kind of match them. And our job is to be able to
• 1:01:59
  deliver that. And there was a time 5-10 years
• 1:02:02
  ago where you could just have on boarding, you could just have a
• 1:02:06
  video. But people's attention spans
• 1:02:08
  were also a whole lot bigger because TikTok didn't exist.
• 1:02:11
  It wasn't down to like 3 seconds and the noise of the world and
• 1:02:14
  the state of the world because we also have to take into
• 1:02:16
  account like the world that we live in and adjust how we
• 1:02:20
  deliver things to support people in the state of the world,
• 1:02:22
  right? There's some empathy and
• 1:02:23
  compassion required to know that it's our job to be the person to
• 1:02:27
  get them there. Just like if you own a
• 1:02:29
  restaurant and nobody can find it, it's not their fault.
• 1:02:31
  It's our job to help them find it.
• 1:02:33
  Or if they can't find their table, we have to help them sit
• 1:02:35
  down at that table. We have to tell them where the
• 1:02:37
  menu is. And like there's, there's parts
• 1:02:39
  of this that make your offer or make your program or make the
• 1:02:42
  results people get more effective, but it requires us.
• 1:02:45
  And the reason, even when I teach those mistakes, I'm like,
• 1:02:47
  you're always going to commit them because there is no finish
• 1:02:49
  line for a customer journey. Just because you go record a
• 1:02:52
  course once in your onboarding style doesn't mean in three
• 1:02:54
  months it's going to be perfect. You might have to make
• 1:02:56
  adjustments and iterations. Just like if you're in a
• 1:02:59
  relationship, you don't date your partner now the same that
• 1:03:01
  you did on day one. You make adjustments, you
• 1:03:03
  communicate differently, you communicate more effectively,
• 1:03:06
  you text differently, you have containers and engagement
• 1:03:08
  things. It's the same.
• 1:03:10
  So if you say something to them once, it doesn't mean that they
• 1:03:12
  get it. Trust me, I I'm aware.
• 1:03:15
  I'm deeply, deeply. So yeah, there's a lot of
• 1:03:18
  parallels to that, to that bucket as well.
• 1:03:20
  Yep, Yep. OK, so.
• 1:03:22
  Someone's hearing these and they're like, I'm seeing these
• 1:03:25
  mistakes. How do I fix it?
• 1:03:28
  Yeah, great question, absolute great question.
• 1:03:31
  So I'm going to give you the high level of them because
• 1:03:34
  truthfully to get them, these are a muscle and you practice
• 1:03:37
  them and practice them and practice them and practice them
• 1:03:39
  and practice them and. Just as a total sign up before
• 1:03:42
  you dive in, this is something that these five steps in my
• 1:03:45
  opinion, could be learned, practiced, reintegrated,
• 1:03:50
  clarified feedback for like 2 years and you'd still find
• 1:03:54
  things that you could refine in your business and marketing
• 1:03:57
  delivery. Anything.
• 1:03:58
  Like I feel like since I, when I first learned them, I did like a
• 1:04:01
  TAC plan of everything in my entire business that I
• 1:04:03
  identified and out every single time that we do something new,
• 1:04:07
  we learn like we just made one mistakes again this week by
• 1:04:10
  accident. But it was something that you
• 1:04:12
  start to integrate more and more all the time and you see it
• 1:04:15
  everywhere. But I would say the mastery of
• 1:04:17
  this takes time because it's again, to your point of like,
• 1:04:21
  you can't Unsee. You start to see it everywhere.
• 1:04:22
  And then you need time to be able to integrate it throughout
• 1:04:24
  every section of the business. So I also want to say for anyone
• 1:04:27
  listening, if you hear this and you're like, this feels
• 1:04:29
  overwhelming and I feel like I just found 25 things in my
• 1:04:32
  business that I need to fix, taking it a piece at a time.
• 1:04:35
  And also I know George also has a resource on this that goes
• 1:04:38
  deeper. So if you find it a lot to
• 1:04:39
  digest to listen to, that's totally OK.
• 1:04:41
  I learned this in a day and you're going to learn it in 20
• 1:04:43
  minutes. So just also giving some of that
• 1:04:46
  expectation around it too. Yeah, And just shoot me Adm on
• 1:04:48
  Instagram. Kate will have my Instagram in
• 1:04:50
  the show notes, but it's it's George Bryant.
• 1:04:52
  It'll it'll be there. Just shoot me.
• 1:04:53
  And I have resources around this.
• 1:04:54
  I can help you with this. But the number one thing is to
• 1:04:57
  be aware of it, right? So it's five steps.
• 1:04:59
  That's all this. And truthfully, these five steps
• 1:05:01
  are the most ubiquitous model that I've ever made and I've
• 1:05:03
  ever taught, right, Right. They apply everywhere.
• 1:05:06
  They apply to coaching, they apply to your kids, they apply
• 1:05:08
  to your relationship, they apply to your mother-in-law.
• 1:05:10
  They apply everywhere. Anywhere you have them, you can
• 1:05:12
  use them. Because what I what I say is
• 1:05:15
  they're the effective tenants of communication for both parties
• 1:05:18
  to have agency and clearly understand the path, right?
• 1:05:20
  And they can be used as a tool to communicate, but they can
• 1:05:24
  also be used as a tool tactically to build customer
• 1:05:26
  journeys. Like each one can be a step of a
• 1:05:28
  customer journey or two or three of them can be combined into one
• 1:05:31
  step. But you're going to want to
• 1:05:33
  start using these. And I just took a real estate
• 1:05:35
  team through these last week. And at the end of the call, they
• 1:05:37
  made a standing meeting with each other twice a week to
• 1:05:40
  practice them in the morning, like when they're having coffee
• 1:05:42
  together and how they're communicating with each other,
• 1:05:44
  right? It's a muscle.
• 1:05:45
  And I do it naturally. I do it when I answer questions.
• 1:05:48
  But I've been also doing it for, to Kate's point, like 10 years
• 1:05:52
  now. And they have not changed.
• 1:05:54
  They won't ever change. And so the five steps are
• 1:05:56
  really, really simple. It's an ape sandwich.
• 1:05:58
  So APPPPE. So the A stands for acknowledge,
• 1:06:04
  the first P stands for prepare, the second P stands for project,
• 1:06:09
  the third P stands for pre handle, and the E stands for
• 1:06:13
  Excite. And when I teach this, I like to
• 1:06:15
  say that the A and the E are like the bread of the sandwich
• 1:06:17
  and the P is the meat that you put in the middle.
• 1:06:19
  Whether it's Turkey, ham and cheese or whatever you want to
• 1:06:22
  stick in there. Peanut butter, Jelly and banana,
• 1:06:24
  I don't care. Whatever you want, right?
• 1:06:26
  But the meat of it is the three PS and the A and the E are kind
• 1:06:29
  of the container. So what is acknowledge?
• 1:06:31
  Acknowledge is basically closing the open loop so you get Adm.
• 1:06:36
  Oh my God, thank you for taking the time to shoot me Adm.
• 1:06:39
  It's that simple. Or they bought a product like
• 1:06:42
  thank you so much for joining our family.
• 1:06:44
  I'm honored to have you, right? Or they came up to me in an
• 1:06:48
  event and asked a question like, Oh my God, thank you for taking
• 1:06:50
  the time to come ask me a question.
• 1:06:52
  It's acknowledging a human being, but closing the loop,
• 1:06:55
  right? Or even if you're listening to
• 1:06:57
  this and you decide to message me on Instagram, like your
• 1:06:59
  takeaways or any questions, I'm like, thank you so much for
• 1:07:02
  taking the time to shoot me a question.
• 1:07:03
  I'm glad that you listen to the podcast.
• 1:07:05
  It's creating a through line consistently and congruently
• 1:07:08
  with the path that they followed.
• 1:07:10
  Say, hey, you're on the right path.
• 1:07:11
  I see you. I hear you.
• 1:07:12
  I understand that's the A, it's acknowledgement.
• 1:07:15
  The P is prepare and the prepare is I'm going to prepare you for
• 1:07:21
  what I'm about to send you, what I'm about to share with you or
• 1:07:24
  what I'm about to take you through, but only in
• 1:07:26
  relationship to the next bite, not the next 100 bytes, just the
• 1:07:30
  next bite. And so in onboarding, it might
• 1:07:34
  be preparing them for their questionnaire they have to fill
• 1:07:37
  out, what videos they have to watch to get scheduled on their
• 1:07:40
  first call. Like, hey, you should have a
• 1:07:42
  dedicated journal to this program.
• 1:07:44
  Like I recommend opening up your calendar now and blocking these
• 1:07:47
  times off. If you're shooting me an
• 1:07:49
  Instagram message and asking for a resource, I'm going to prepare
• 1:07:52
  you for the resource I'm sending you, right?
• 1:07:54
  So to take those two steps together, and I'll just use
• 1:07:56
  Instagram because it's really easy.
• 1:07:58
  You shoot me a message saying, George, I'd love your customer
• 1:08:01
  journey training. Amazing.
• 1:08:03
  Kate, thank you so much for taking the time and also asking
• 1:08:06
  for the customer journey training because you'd be
• 1:08:08
  shocked at how many people struggle with this.
• 1:08:10
  In a minute, I'm going to send you a link and it's going to go
• 1:08:12
  to a Google Doc. There's a video embedded in a
• 1:08:14
  worksheet underneath it. And no, I do not eat your
• 1:08:17
  e-mail. The video is only like 15
• 1:08:19
  minutes and everything you need is included.
• 1:08:22
  That's me preparing you. I'm preparing you for what I'm
• 1:08:25
  going to give to you. That's prepare.
• 1:08:27
  The project step is a really, really powerful step because it
• 1:08:32
  paints the picture of the results after this evolution.
• 1:08:35
  So in the lens of onboarding, like, oh, because the moment
• 1:08:38
  you're done filling out that application and you get your
• 1:08:40
  onboarding call scheduled, our team started putting together
• 1:08:44
  your process and your model so that we can get you off and
• 1:08:46
  running and on your group call. Or for me in the Instagram
• 1:08:50
  example is Kate, because when I'm done sending you these,
• 1:08:53
  you'll now know the three mistakes and you can't Unsee.
• 1:08:56
  But I'm going to be really honest with you, you're going to
• 1:08:59
  have to practice these and learn these because even I still make
• 1:09:02
  these to this day. But if you have any questions,
• 1:09:05
  you can just shoot me a message. That's the pre handle step.
• 1:09:08
  And the pre handle step is thinking through the roadblocks,
• 1:09:11
  objections, or the inner dialogue that somebody is having
• 1:09:14
  and presencing them. And a lot of people are scared
• 1:09:17
  to do this, but the pre handle step is the most powerful step
• 1:09:19
  in the process because if they're thinking it and you
• 1:09:23
  don't say it, it becomes true and they blame you.
• 1:09:27
  If they're thinking it and you say it, they trust you.
• 1:09:29
  And if it happens, they ask you for help, right?
• 1:09:32
  So it's like, hey, just to be honest, like this video is like
• 1:09:35
  45 minutes. So you're going to want to take
• 1:09:37
  the time and you're probably going to want to pause it.
• 1:09:38
  It might create more questions than it does answers, but that's
• 1:09:41
  a part of the process. You can shoot me Adm and I'll
• 1:09:44
  answer it for you. Or hey, I understand the
• 1:09:47
  onboarding has quite a few steps, but truthfully, we need
• 1:09:50
  all that information in that application to be able to
• 1:09:53
  customize your plan for you. And if at any point you're
• 1:09:57
  stuck, we'll jump in and help guide you through the process.
• 1:09:59
  But once we have it, we never have to do it again, right?
• 1:10:03
  It's just pre handling what their inner dialogue, their
• 1:10:06
  inner objections are. Just like I always joke, if
• 1:10:08
  you're teaching somebody copywriting and you don't tell
• 1:10:11
  them they're going to get writer's block, you're setting
• 1:10:14
  both of yourselves up to fail because it's going to happen,
• 1:10:18
  right? But if it does happen and we
• 1:10:20
  don't acknowledge it and tell them what to do with it, it
• 1:10:22
  becomes a problem because they pause and become stagnant.
• 1:10:25
  So that's the pre handle step. And then the excite step is the
• 1:10:28
  easiest step because it's basically like 321 go right?
• 1:10:31
  In the world of selling, it's framing.
• 1:10:34
  You do this at the beginning of a call to bill rapport.
• 1:10:36
  Like, hey, I'm so glad we got to connect today.
• 1:10:38
  I'm so excited. I'm going to take 15 minutes to
• 1:10:39
  go over this because by the end of the call, I want to be able
• 1:10:43
  to give you the best options to support you, even if it's not
• 1:10:46
  with me and I have to make an introduction.
• 1:10:48
  But at any point you can interrupt me.
• 1:10:49
  If you have any questions, please ask.
• 1:10:52
  The one thing I say, though, is I do have a hard stop.
• 1:10:54
  And if we have to follow a schedule up call, I would be
• 1:10:56
  absolutely honored. Are you ready to start?
• 1:10:58
  They're like, yeah, that's the five steps, right?
• 1:11:01
  Or shoot me a customer journey message.
• 1:11:04
  Hey, Kate, thank you so much for caring about your customer
• 1:11:07
  journey and caring about your clients and shooting me.
• 1:11:09
  ADMI have this resource I'm going to send you.
• 1:11:11
  It's LinkedIn, a Google doc. I don't need your e-mail nor do
• 1:11:14
  I want it. I want you to get a result in
• 1:11:16
  your business because when you're done with this, you'll
• 1:11:18
  know the three biggest mistakes and most likely you're going to
• 1:11:20
  find most of them in your delivery.
• 1:11:22
  But if you're going through it and you feel stuck or
• 1:11:24
  overwhelmed, just shoot me a message on Instagram and I'll
• 1:11:27
  get back to you within like 48 hours.
• 1:11:28
  And forgive me if I'm late, I'll apologize if I am, but I'm going
• 1:11:32
  to send you the link to the training.
• 1:11:33
  So if you need anything, let me know.
• 1:11:34
  Here's the link. Boom, right?
• 1:11:37
  That's the five steps. But they can be used as a step
• 1:11:41
  per e-mail. They can be used in videos.
• 1:11:43
  That's where the magic of my personalization comes in, which
• 1:11:45
  is why I help people with this because when I do customer
• 1:11:48
  journey, I understand the essence of you and what you
• 1:11:51
  stand for in your values. And then I help build the medium
• 1:11:54
  and modality that matches you to your customers so that you're
• 1:11:57
  speaking the same language. And that way you have something
• 1:12:00
  to stand on. Like we did it with your on
• 1:12:02
  boarding. We did it in the back end of
• 1:12:03
  your business. We did it with how you DM
• 1:12:05
  people, but practicing them is the most important part and you
• 1:12:09
  can practice them anywhere. You'll notice that if somebody
• 1:12:12
  even on a coaching call asks you a question, I'll respond with
• 1:12:16
  the five steps like, Oh my God, that's such an incredible
• 1:12:18
  question. I'll repeat it back to you.
• 1:12:19
  I'm going to answer this, but it's going to take me a couple
• 1:12:22
  of minutes. And I'm also going to make some
• 1:12:23
  book recommendations that you're not going to be able to read in
• 1:12:26
  a day. But here's what I want you to do
• 1:12:28
  when I make them. Don't read the book.
• 1:12:30
  Go find a summary or on YouTube to find the part that matches
• 1:12:33
  for you, and then just watch that part.
• 1:12:35
  And if you want to dive into the book that you can.
• 1:12:37
  But if I have any questions or if I'm off track, just interrupt
• 1:12:40
  me so that I can make sure I answer this correctly for you.
• 1:12:42
  You good? Yeah, great, great.
• 1:12:44
  Here's the answer to your question.
• 1:12:45
  You can practice it everywhere and anywhere, and I promise you
• 1:12:49
  it works. Kate.
• 1:12:51
  I've watched Kate go through this and go through the
• 1:12:53
  evolutions of it and then go from like sticky note to like
• 1:12:55
  what? I want to clarify, it's not
• 1:12:57
  easy. It's like learning a different
• 1:12:59
  language is kind of how I thought about it, at least when
• 1:13:01
  I first got exposed to it. Because when I first learned and
• 1:13:04
  was mastering the five steps, I literally had these massive
• 1:13:07
  sticky notes that are like a paper size all over my wall with
• 1:13:10
  like the notes of each step as I was recording the videos.
• 1:13:13
  And just super high level as to kind of how this impacted our
• 1:13:16
  business because it's changed everything.
• 1:13:18
  It changes the way that we talk to people in sales
• 1:13:20
  conversations. It changes the way that we send
• 1:13:22
  payment links to people when we onboard them to not be like, you
• 1:13:25
  know, here's all the things that are gonna happen next.
• 1:13:26
  It's like the next thing that happens after a payment is
• 1:13:28
  blank. So we can't wait to see you
• 1:13:30
  inside. And when you get there, like
• 1:13:31
  we'll welcome you. So sending even of a payment
• 1:13:35
  link, it's changed things. We completely redid the
• 1:13:36
  onboarding. We also realized when he was
• 1:13:38
  talking about multimedia, everything that we had was
• 1:13:41
  written because I'm going to be really transparent with you
• 1:13:43
  guys. I had team assist me with it and
• 1:13:45
  delegated it so I didn't have to film.
• 1:13:46
  So I was like, OK, great. Like we can create this together
• 1:13:49
  and they're going to write something up and then we put in
• 1:13:51
  the e-mail or put in the onboarding.
• 1:13:53
  And so combining that with videos helps to ensure as well
• 1:13:57
  that it was getting consumed by everybody.
• 1:13:58
  Because like for me, obviously George and I talked about this
• 1:14:01
  too, both of us are not as much readers as we are consumers of
• 1:14:04
  audio and video. And so for me, I recognize too,
• 1:14:06
  I won't consume it the same way if it's not on video.
• 1:14:09
  So we have video often times on even the sales page, video that
• 1:14:13
  talks about the similar thing that's going to be underneath
• 1:14:15
  that video on the sales page. You have a application video
• 1:14:18
  that talks with the same thing that's underneath in the
• 1:14:21
  application page in text. So it to some people, when we
• 1:14:24
  started to even integrate this with our own clients, has felt a
• 1:14:27
  little bit redundant because you can feel like, OK, well, why am
• 1:14:29
  I saying in the video and on the page?
• 1:14:31
  But it's also typically because the person's not going to
• 1:14:34
  consume both. So you're kind of hitting both
• 1:14:36
  buckets. But I've seen this change, to be
• 1:14:40
  honest, every single section of the business, there's not really
• 1:14:42
  a single area that's been untouched.
• 1:14:44
  And to George's point, I've also seen this very much change my
• 1:14:48
  relationships. Like even something, for
• 1:14:49
  example, like, you know, doesn't really seem anything business
• 1:14:52
  wise. But he taught me around texting.
• 1:14:54
  I had so many texts that would come in and I feel so
• 1:14:56
  overwhelmed and I'm like, Oh my gosh, I haven't gotten back to
• 1:14:58
  anybody because I've just been slammed.
• 1:15:00
  He's like, why don't you answer and say, Hey, I'm like in a
• 1:15:02
  really big crunch week where right now I want, you know, like
• 1:15:04
  we're good. Love you to pieces.
• 1:15:05
  I'll get back to you by XYZ date.
• 1:15:07
  Like I can't wait to connect. That closes the loop.
• 1:15:10
  And so it's just also literally in every bucket of your life,
• 1:15:13
  you can use this process and these steps.
• 1:15:17
  And I think that's why I want to talk about what customer journey
• 1:15:19
  is because I think the word to your point is kind of a love
• 1:15:21
  hate. It does embody it, but in a way,
• 1:15:23
  sometimes people categorize it wrong.
• 1:15:26
  And so I really want to encourage anyone listening to
• 1:15:28
  see and audit each area of your life as well as your business as
• 1:15:32
  to where you could audit this and taking it a piece at a time.
• 1:15:34
  We started with onboarding and with our sales process and then
• 1:15:38
  it got into team and then it got into other areas.
• 1:15:40
  But I would say to take it a piece at a time, just brain dump
• 1:15:43
  where you're seeing this come up for yourself and then look the
• 1:15:46
  ones that are having the biggest impact.
• 1:15:47
  To his point earlier of clients, we started with our clients
• 1:15:51
  which was the onboarding and the experience of deliverables and
• 1:15:54
  even like our coaching. And we refined that first
• 1:15:57
  because we knew that if we could do that, we'd have higher
• 1:15:59
  retention, higher referrals and as a result then could go and
• 1:16:03
  focus our attention on the marketing and sales side. 1000%
• 1:16:06
  I'm so glad you say that because it's the number one question I
• 1:16:08
  guess. Where do I start?
• 1:16:09
  You can't adopt any more children till you feed the ones
• 1:16:11
  that you have. So you always start in delivery
• 1:16:15
  1st and delivery is with your clients and with your team
• 1:16:19
  because that applies to both. Then you move on to the people
• 1:16:22
  whose trust that you have with emails or buckets who are next
• 1:16:27
  closest to that line. And then finally, you start
• 1:16:29
  applying it to the places where you're getting attention because
• 1:16:32
  that also creates a consistent and congruent customer journey.
• 1:16:35
  And, and I mean this, and Kate will tell you this, any of you,
• 1:16:38
  if you have any questions, if I can help you in any way, like
• 1:16:40
  just shoot me Adm on Instagram. You'll get a video back.
• 1:16:42
  I might be in a hat, I might be in a field in Montana.
• 1:16:44
  I might be struggling horse crap.
• 1:16:46
  I might have my son in the car with me, but you'll get an
• 1:16:48
  answer and I'll help you to the best of my ability because it's
• 1:16:51
  really, really important and it's so many.
• 1:16:54
  We could do an entire podcast by the way of like the consumer
• 1:16:57
  psychology of like why the different mediums and all of it,
• 1:16:59
  but that would be an entire another one hour show of me
• 1:17:01
  like. This is already a lot.
• 1:17:03
  Just to give you guys context. He usually teaches this in
• 1:17:05
  multiple days. Like you got obviously extremely
• 1:17:08
  high level, but as a side note to obviously like today has been
• 1:17:11
  like a lot of information. There's a couple different
• 1:17:13
  things. If you want to consume George's
• 1:17:15
  training, he does have a training or free resource.
• 1:17:17
  Again, there's no catch. There's no like, what do I need
• 1:17:20
  to give? Nothing.
• 1:17:21
  You literally just send him a message and he'll send it over
• 1:17:23
  to you. So his training is really epic.
• 1:17:25
  I've seen it around this. The other thing as well is that
• 1:17:27
  we do also have a retreat that's coming up in May.
• 1:17:30
  So the first week of May, which we're going to be diving into
• 1:17:32
  this and teaching it at like a granular level in addition to
• 1:17:35
  marketing and a bunch of other things.
• 1:17:37
  And we also right now they've collabed on a lot of things, a
• 1:17:41
  lot of like strategies and frameworks and stuff like that,
• 1:17:43
  'cause our brains are very similar.
• 1:17:45
  And we also are running, again, no catch to this, literally just
• 1:17:48
  because we love to serve people. We're also running a mastermind
• 1:17:50
  that is a free hot seat mastermind basically, where the
• 1:17:53
  two of us facilitate questions and we do so on Mondays and
• 1:17:56
  we're starting that in February and onwards.
• 1:17:58
  So if you guys want to be part of that, message myself or
• 1:18:01
  message him the word reset and we can get you added to that
• 1:18:03
  too, where I'm sure we'll dive into this at some point or
• 1:18:06
  another. It's gonna come up.
• 1:18:08
  It's going to come up. Yeah, Yeah.
• 1:18:10
  And my selfish goal is that they come to my event that you're
• 1:18:12
  normally at and our retreat because they're a little bit
• 1:18:15
  different. But the more you hear this and
• 1:18:17
  the more that you understand this, the more you'll master it.
• 1:18:20
  And your business, to the most important point, gets to be in
• 1:18:23
  alignment with you and feel like you, but also proud of the
• 1:18:25
  results that you're giving people without sacrificing
• 1:18:28
  yourself in the process. OK, I have one question to
• 1:18:31
  finish this off today. Yeah, if you're because you knew
• 1:18:34
  me before and you know me now. And if you're thinking about the
• 1:18:38
  really, you know, ambitious driven woman who's listening to
• 1:18:42
  this and she's probably got all the notes and her she's in her
• 1:18:45
  strategy bucket and she's thinking about all the ways that
• 1:18:47
  she's going to execute this and she's got a Google doc of plans
• 1:18:49
  already. Any advice since you've coached
• 1:18:52
  me forever now on the person who's listening to this, who
• 1:18:54
  we're pretty certain is almost identical and personality type
• 1:18:58
  to me as just words of wisdom, not even necessarily around
• 1:19:01
  customer journey, but just in general.
• 1:19:03
  If you could go back and give a specific kind of nugget of
• 1:19:07
  advice, what would you say to her?
• 1:19:09
  Yeah, well, I've met a lot of those identical people of you
• 1:19:12
  since I've met most of your clients and their friends now.
• 1:19:14
  And so there's a lot I'm just going to be really open about
• 1:19:17
  what flowed through me. Your heart is never wrong, but
• 1:19:21
  your head's not going to bring your heart into alignment.
• 1:19:25
  And it's your business, it's your DNA, it's your vision, it's
• 1:19:29
  your passion. But we get so caught up in the
• 1:19:33
  doing this of it all, in the checking boxes of all, that we
• 1:19:36
  turn off the essence that made us start in the 1st place.
• 1:19:39
  And so give yourself the acknowledgement you deserve, but
• 1:19:42
  also give yourself the space. You can't out hustle the
• 1:19:45
  checklist. But your heart, when you follow
• 1:19:48
  it and you listen to it, will bring you and build you
• 1:19:51
  something bigger than you ever imagined.
• 1:19:54
  But a woman's intuition is never wrong and especially when it
• 1:19:57
  comes to business, do not compare yourself to other
• 1:20:00
  people. Don't try to be like everybody
• 1:20:02
  else. Don't try to turn off the
• 1:20:03
  greatest gift that you have, which is that heart, your
• 1:20:06
  feelings and how you see it because you all have those pits
• 1:20:09
  in your stomach. And I have 99% female clients.
• 1:20:12
  So this is something I navigate a ton.
• 1:20:15
  Give yourself space. And I know for Kate.
• 1:20:19
  The most important and powerful thing was actually allowing
• 1:20:21
  space where she wasn't inundated with everybody else's opinions
• 1:20:25
  and everybody else's noise and all the clients stuff to allow
• 1:20:28
  these things to land. And when you give yourself that
• 1:20:31
  space, you get to celebrate yourself, but you also get to
• 1:20:34
  allow them to land at a deep level.
• 1:20:35
  And when you feel it and you know and your gut says uh huh,
• 1:20:39
  do it. And if your gut says, uh huh,
• 1:20:42
  don't do it and allow yourself to unpack it because at some
• 1:20:45
  point you're going to have to recognize that your job is to
• 1:20:48
  build a business that supports your life, not sacrifice your
• 1:20:51
  life to build a business. And nobody can make you do that
• 1:20:55
  but you. But you're worth it.
• 1:20:56
  And I think your heart matters in business more than anything
• 1:20:59
  else, and especially right now more than anything else.
• 1:21:02
  And so whatever you can do to tune into that and give yourself
• 1:21:05
  that permission slip. It might be tears, it might be
• 1:21:07
  frustration, it might be anything that you have just let
• 1:21:10
  it out. Just let it out.
• 1:21:13
  And I say this and I say this to everybody.
• 1:21:16
  Most of us use business to avoid the one relationship or
• 1:21:19
  guaranteed to spend the rest of our life with, which is our
• 1:21:22
  self. And when your business is a true
• 1:21:25
  representation of you and aligned at the deepest level,
• 1:21:28
  nothing will stop you, but it has to be yours.
• 1:21:34
  I have nothing to add to that. That hits home for me.
• 1:21:39
  That's yeah, that lands. So we're both going to cry and
• 1:21:47
  wrap the show in tears. So on that note, that lands for
• 1:21:53
  me. You guys have heard me talk
• 1:21:54
  about this in other episodes, but it changed my life this
• 1:21:59
  year. That perspective changed my life
• 1:22:05
  and obviously, as you guys know, like my relationship, but also
• 1:22:09
  with my business and in so many buckets.
• 1:22:12
  And the thing that I will say of why I'm like obsessed with
• 1:22:19
  George's coaching is because you came to listen to this episode
• 1:22:23
  thinking you're like, I'm a nerd out on customer journey.
• 1:22:26
  But the thing that I will tell you is that I was that same
• 1:22:29
  person and I went to my first intensive wanting to nerd out on
• 1:22:32
  strategy. And often times the best part,
• 1:22:36
  but sometimes the hardest part about even marketing, George
• 1:22:39
  marketing himself. Is that what you get from the
• 1:22:43
  coaching? Like even like we're talking
• 1:22:44
  about today with customer journey and how it supplies to
• 1:22:46
  so many different buckets of your life.
• 1:22:49
  When you get an unlock and a clarity piece in a certain area,
• 1:22:52
  you start to see when he was saying I can't help but Unsee,
• 1:22:55
  like after his coaching, he just gave clarity and awareness in
• 1:23:00
  certain areas. And I went back to my life after
• 1:23:03
  that intensive and I couldn't Unsee.
• 1:23:04
  I couldn't Unsee in my business what I wasn't happy with.
• 1:23:06
  I couldn't Unsee in my life what I wasn't happy with.
• 1:23:10
  And you know, George has events every like 3 months that are
• 1:23:14
  different than ours that we Co facilitate.
• 1:23:16
  They're a little bit different facilitated than ours, but
• 1:23:19
  they're just different experience both amazing.
• 1:23:21
  And so I really want to encourage if you guys are
• 1:23:23
  someone who feels like that landed for you just the way that
• 1:23:26
  it did for me, I really want to encourage you to go to an event.
• 1:23:29
  Go to one of his that he hosts in Montana.
• 1:23:31
  We have another one coming up in Toronto in May.
• 1:23:34
  If you're searching for something in your business and
• 1:23:36
  you're kind of feeling like something's just not clicking
• 1:23:38
  and you don't really know what it is or why it is, Maybe it's
• 1:23:40
  in you, maybe it's with your team, maybe it's with your
• 1:23:42
  marketing, whatever it is, and maybe even just like you guys
• 1:23:45
  heard me talk about that it was in my relationship and had
• 1:23:48
  clarity there as well-being in these containers.
• 1:23:51
  There's just something I can't really describe.
• 1:23:53
  There's not really like a, again, like this.
• 1:23:55
  It's a relationship thing. It's not really about a tactic.
• 1:23:59
  There's something that happens in those spaces and that space
• 1:24:02
  that he talked about completely changed my life and it changed
• 1:24:04
  my business. It changed everything in my
• 1:24:06
  entire world. So I just really want to
• 1:24:08
  encourage if anyone feels like that landed and you're like, why
• 1:24:11
  did that kind of hit me really deep?
• 1:24:14
  There's a lot more layers there that oftentimes you need someone
• 1:24:17
  to facilitate you through because you can only go so deep
• 1:24:20
  on your own. And that's what George was for
• 1:24:21
  me and my business. And so I really want to
• 1:24:23
  encourage, if that feels like it landed for you to maybe give
• 1:24:27
  yourself the gift of investing in yourself and giving yourself
• 1:24:30
  that space to kind of join us, whether it has event in April,
• 1:24:33
  ours in May together or just like to be in that space with
• 1:24:36
  other women who are also wanting to do and are encouraged and
• 1:24:39
  desiring the same thing. So thank you for today.
• 1:24:44
  Thank you. I'm also really proud of you.
• 1:24:47
  Thank. Proud coach.
• 1:24:49
  Thanks. Thanks, coach.
• 1:24:51
  All right guys, we have gone way over time.
• 1:24:54
  So oopsie, it's kind of typical of us.
• 1:24:57
  All about to say, if you guys do have any questions and you want
• 1:24:59
  to reach out to George just about anything, he always loves
• 1:25:02
  to hear any downloads or clarity really fills his bucket.
• 1:25:05
  So if shoot him a message on Instagram at George Bryant,
• 1:25:07
  we'll have it linked to the show notes for you.
• 1:25:08
  And of course, as always, you guys will talk to you next week.
• 1:25:11
  And, as always, stay ambitious.