Latest / Amplify Your Marketing Message with Christine Campbell Rapin / 199 - Why Standards Outperform Strategy

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199 - Why Standards Outperform Strategy · Amplify Your Marketing Message with Christine Campbell Rapin

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  If you are B to B service based business and you are looking to
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  gain clients, create more impact and more revenue or business
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  tend to amplify your marketing message.
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  We handle Rappin week. We're going to take you through
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  to build an audience of buyers mastering your marketing message
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  and making that convert consistency while I'm inside.
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  Welcome back everybody. Have you ever felt like you were
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  winning in so many ways on paper and yet behind the scenes in
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  real life you hear a different story?
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  Well, I think it's so important when we are looking to mentors
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  and people and services that we want to hire that we actually
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  see a win across the board. And winning more often
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  frequently is a big part of what we talk about here on the show.
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  Amplifier marketing message. And I'm excited to bring our
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  guest in today. He is a gentleman who is all
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  about letting us win in a bigger way, and he's going to help
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  guide us to do it. So please give a very warm
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  welcome to our guest today. This is Mr. GM Ryerson.
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  Welcome. Welcome, welcome, welcome.
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  Thanks, Christine. How are you this morning?
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  I am very, very, very well. How about you?
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  I'm doing excellent. Thank you.
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  I appreciate it. Excellent.
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  So let's talk about this, because success is defined by
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  every individual differently, and yet success often is a
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  mirage. Why is that?
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  And what are you seeing in the marketplace right now with
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  humans all over the planet? Yeah, that's a great question.
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  And I find often people are trying to live up to somebody
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  else's expectations and don't really have a clear north star
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  of what success looks like for them.
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  And the great examples you'll see is my family expects me to
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  be a doctor or I decided to go into this because I wanted to
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  make X amount of dollars. Well that's cool, but is it
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  actually what you wanted to do? And it sounds like such a basic
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  question, but I find often people don't ask themselves, it
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  is what I'm doing that does it actually fulfill me?
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  Is it aligned with what I want? And I'll, I'll be the first to
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  fall on the sword. I've built companies that I
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  thought awesome, you know, again, the families making a ton
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  of money. And you know what?
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  I'm miserable. I'm on the road all the time.
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  I'm not around my kids. I'm, you know, not taking care
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  of myself. And these are all choices,
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  right? I made the choice to build this
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  company or I made the choice to do whatever thing, but it
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  doesn't mean that it was the right choice.
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  So you're right, success literally does.
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  It's different for every single person.
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  And it's really for you to look inward and say, what do I want?
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  And if this doesn't align, be OK with saying, you know what?
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  This wasn't what I thought it was going to be.
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  I'm going to pursue something different.
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  And and I think that's the beautiful thing about life.
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  We have these choices if we're we're courageous enough to take
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  them. His evolutionary because when we
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  start the pathway, we, you're right, we have this imagination
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  of what success will look like and perhaps even for a time it
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  serves us and we're like, this is what I wanted and I did have
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  some hall markers, but there are moments crossroads, if you will,
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  where we say, is it still serving us?
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  And I think to your point, I believe in elegant simplicity.
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  I believe business is not complicated.
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  I believe life is not complicated.
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  It is important we slow down to say, is this what I want now?
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  Because that may change, change from external factors, change
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  for the Enlightenment and journey you might be on from
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  personal development. It's OK to evolve my friends.
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  Welcome to the human ride. Yeah, I'd love that.
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  The now that that's such an important word, like something
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  that was serving you five years ago where you were really into
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  it. You changed and you upgraded and
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  you got into your kids are off to college now as mine, you
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  know, my oldest is. And you know, there are just
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  things that change and it's OK to change with it.
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  But I I see that scares people all the time.
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  They pigeonhole themselves like, well, this is the career built
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  and I have to stay that way. Look, I'm not suggesting you
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  don't, but if it's not making you happy, if you're not really
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  putting everything into it, perhaps pursue something else.
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  Because life is pretty short, you may as well enjoy it.
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  What do we do when we wake up to that real truth?
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  And again, that's the often to me, it's always a moment where
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  I'm looking in the mirror, brushing my teeth, and it's
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  like, who am I looking at and who do I want to be and how do I
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  want to live? But where do we actually start
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  for standing at that crossroads? And our heart is palpitating.
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  We're thinking, oh wow. I think the first, yeah, no,
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  sorry, I didn't mean to cut you off.
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  I think the first thing I would say is just give yourself grace
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  to be OK with the fact that, Oh my gosh, this business I created
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  or this relationship I'm in, it wasn't what I thought it was
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  going to be. That's OK, Right.
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  And then own the fact that you made these choices.
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  I I, and I'm speaking from personal experience, Second
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  company for me, it was miserable.
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  Six years, literally every single day I woke up and I
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  didn't want to go to that job and we were making a ton of
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  money. It wasn't anything to do with
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  that, but I was making that choice and the moment I actually
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  looked in the mirror and said, you know what?
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  You're making this choice to be in this.
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  You can also make the choice to do something else.
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  There's such an empowering feeling that goes into it.
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  I'm not suggesting it's easy, right, because you have.
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  So much time. Yeah, yeah, that's right.
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  But you know, just look and, and owning it and saying that's OK
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  and I'm I'm OK with doing something different.
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  That mindset is very, very difficult for some.
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  For some it's easy though. You know, they're used to change
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  and that's cool. But I know for me at that time
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  that was a big thing to just look, own my responsibilities,
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  these are my choices, and then be OK.
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  We give myself the grace to say, OK, cool, what do I want?
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  And start really looking internal for what that is.
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  You had an interesting comment when we were chatting before we
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  came on screen here and it's about this idea that you don't
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  need a strategy, you need a standard.
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  And I think this, I want to talk this conversation around
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  standards because I know I have fascinating conversations with
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  fellow entrepreneurs around do we have our standard and is it
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  high enough? So let's talk about this because
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  people are going to go that word and I'm like, yes, we're really
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  going there. I find often strategies used all
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  the time, especially in business.
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  It's this strategy, it's that strategy.
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  But if that strategy goes against your non negotiables or
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  your standards, it doesn't matter how great it is, you will
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  it will repel you. You will absolutely be miserable
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  when you do. And I've made this mistake so
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  many times. I'll be the first to fall on the
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  sword and be like, Oh my gosh, that strategy sounds amazing.
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  Oh, that means I'm going to be on the road 3 weeks out of the
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  month. Well, maybe that's not the
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  strategy that makes sense for for my non negotiables because
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  my non negotiable, this freedom, freedom of time, freedom of
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  choice, freedom to, you know, create and make whatever I want.
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  And if I'm on the road constantly, I can't do that.
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  That takes away my freedom of being with my kids.
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  It takes away the freedom of going to their ball games.
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  So the strategy may be incredible to build the
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  business, but it's going against my standards or against my non
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  negotiables. That's where you need to slow
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  down and say, you know what, that might be a great strategy,
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  but that doesn't work for what I'm looking for.
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  Ultimately my non negotiables are again, for me, it's freedom,
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  it's love, it's fun, happy, healthy, wealthy are really the
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  three, you know, I look at those things and if any of those
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  things get in the way of those, it that's it doesn't matter how
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  good the strategy is, I'm not going to do it.
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  Now I will say there are there are seasons of life where there
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  are times that, OK, maybe I need to grind a little bit more, I
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  need to travel a little bit more.
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  That's fine. Just as long as it doesn't
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  become systemic. And now this is all I'm doing
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  is, is on the road. So that might be an example that
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  would help people. Oh, that strategy may make
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  sense, but it's actually tearing me apart inside and it's it's
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  tearing away from what's really important to me.
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  Well, there is an interesting mix between short term and long
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  term destinations, right? And I love the word non
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  negotiables. We use it a lot as well.
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  It's like, what are the principles that guide us that
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  build a life that feels like oxygen?
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  Not just build a business that feels like oxygen, build a life
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  that feels like oxygen And recognizing that to have the
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  outcome, there is a journey to be taken.
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  How you choose the journey is a personal decision and it is
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  influenced by effort, reward, mistakes, great wins, people,
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  unexpected opportunities. And I love that you indicate to
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  us that you can choose your standard, you can flex your
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  standard and you can stand very firm in your standard.
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  And how do you help people actually navigate that?
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  Because one thing we are all is impatient about having it all
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  right now. Yeah, again, I think you have to
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  have your North Star. Where am I trying to go?
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  What am I trying to accomplish? And there's a great book called
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  The Gap in the Game and Dan Sullivan, and I think it's Ben
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  Hardy that wrote it. It's a simple idea, right?
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  You can always look at the gap like this is where I need to get
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  to. Let's say I want to make $10
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  million this year and there's this gap I'm at, let's say
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  $2,000,000. I have an $8 million gap.
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  Or you could look at, you know what I'm, I've gained $2,000,000
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  and last year I was at 500,000. So you've actually increased.
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  And the point of this is what are you actually focusing on?
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  What is, are you focusing on what you are gaining in
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  understanding and learning and creation and connections?
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  Or are you constantly looking at what I don't have?
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  And I think that's the part that people sometimes miss when we're
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  so goal oriented. Again, my companies called Let's
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  go win. I understand guys.
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  I am all, I love winning. I absolutely do.
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  And here's the thing, I'm also OK of failing on a daily basis
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  because I'm looking at what am I gaining, not what the gap is.
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  And so I think if people can really slow down and say, what
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  is it that I'm trying to come? What is my North star that
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  always helps bring you back to OK, this is, this is really what
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  I'm trying to accomplish. This is what's important to me.
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  And I think it's easy to get lost because a lot of things
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  happen in in a in a month, a lot of things happen in a week.
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  So it's always good to sit back and reflect on, am I really
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  where I want to be? Are we doing what we want to do?
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  Are we, you know, making strides towards whatever that may be?
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  And oftentimes you're gonna get some great answers.
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  But if you're looking at, oh, a year from now, yeah, you're
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  probably far behind. We're in April.
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  So your goal in the end of December.
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  Yeah. You got a ways to go.
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  But what have you done thus far? How how is the the gap or the
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  gain? Excuse me going for you.
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  It is important that we audit this and so I'm curious for you
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  because we can drift to your point.
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  Our our focus is one of the hardest pieces of now with all
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  of the AI focuses become increasingly harder.
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  And I'm wondering if you have whether it's rituals, best
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  practices that you do to actually do take the moment to
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  evaluate the gap in the gain. What do you do personally?
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  Yeah, so I have 4 non negotiables every morning that
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  keep me grounded and then I have a process that I do every
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  evening. They're very simple.
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  So I do 11 minutes of yoga, 11 minutes of meditation, 11
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  minutes breath work, and seven minutes of chi gong.
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  That is my non negotiable. That is my sacred time.
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  No one gets in that 40 minutes that is mine.
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  That keeps me grounded and allows me to show up as the best
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  version of me. In the evening time.
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  I have my journal, which happens to be right next to me because I
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  was writing in it this morning. And that allows me to reflect on
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  how did the day go? How did I show up?
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  Did I actually do what I set out to do this morning?
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  And again, it's not to judge, It's rather to just sit back and
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  reflect and say, am I actually pursuing what I want to pursue?
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  Am I doing the things, or is this the wrong goal all
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  altogether, which oftentimes you'll find if you're resisting
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  a lot, maybe it's just not the right time.
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  And so those two things in the morning and then in the evening,
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  just allow me to stay present to say, you know what, I am in the
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  right place. I am making strides in the right
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  direction. Without it, it's amazing how
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  quickly you're like, Oh my gosh, I just what we're, we're halfway
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  through the month and what happened?
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  I didn't accomplish anything I wanted to do.
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  That's because he didn't slow down just to, to check in and
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  say, yeah, I'm on, I'm on course or I need to shift.
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  So those are the things that I do to to keep me grounded.
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  I appreciate you sharing that it's so important to recognize
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  to have what you want, you must measure where you're at and
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  spend time in the vision of am I living in the non negotiables?
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  And that is, I always think there's a really interesting
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  take that we have. Many of us hate the word
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  accountability. And I remember many years ago
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  meeting an incredible business owner and she said something
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  that was really profound. It lingers to this day.
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  Accountability, if you go back to the Latin word of it's just
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  measurement. There's no judgment part of it.
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  So to your point, I'm not judging myself.
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  I'm taking stock. I'm having the discipline.
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  And guess what? I also then have immediate
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  places for course correction, which means I love my life more
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  in the short term and in the momentum I build step by step.
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  So you believe that people are interested in getting what they
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  want, but they're not always committed to it?
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  How come this exists? Because this is exactly the gap
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  in the game. Yeah, what's the?
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  Difference. And how do we know if that's us?
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  That's an interesting question. I'd love this because so often.
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  Again, I'll give an example. January 1st, you hear people do
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  New Year's resolutions and those that are interested say, you
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  know what, I want to lose 30 lbs and they say it out loud and and
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  so they're interested in doing it.
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  The committed ones, they actually write it down and they
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  write down I'm going to lose 30 lbs.
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  Here's my plan. How the really committed ones
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  then take that piece of paper and they put it in their
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  bathroom mirror. And the reason this is
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  important, the difference between being interested like
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  just saying that out loud or looking at it every single day.
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  The committed ones, you're 80% more likely to accomplish that
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  goal just by writing it down and putting in your bathroom mirror.
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  That commitment is so much different than just haphazardly
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  saying, yeah, I'm interested in in losing 30 lbs.
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  So it's such a small act it just writing it down and looking at
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  it every single day. And yet, if people listening
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  right now and again, as this isn't a judgment, but how often
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  have you looked at your goals? How often did you look at what
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  you really said you were committed to at the beginning
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  of, of, of your month of your year?
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  And oftentimes it's I had that. Oh yeah, put it in the in the
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  drawer somewhere. Yeah, that's the challenge.
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  Because life is going to happen. Your your dog's going to die.
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  Your girlfriend's going to break up with you.
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  The truck's going to break down. Like name the country song it's
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  going to play. And that's what's going to
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  derail you from actually accomplishing your goals.
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  The committed ones go through all that, but they're so focused
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  because they can see them on a daily basis.
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  So it is a simple act, but I often see the interested ones.
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  I didn't lose the weight. I don't know why the committed
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  ones that wrote it down, looked at it, actually did the actions.
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  I they lost the weight and they're happy.
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  So it's a simple act, but oftentimes people don't do it.
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  They really won't and the results prove it and there is an
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  honesty of that moment. So take the insight that Jim is
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  saying and write down your goals.
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  Make sure there's proximity to them.
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  And it isn't to set it and forget it because you're set it
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  and forget it is the problem. But if you have non negotiables
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  and you say, am I moving in the direction?
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  Am I auditing how this is performing?
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  Your results will be more satisfactory and less of a gap
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  than maybe they are right today. And I love this idea.
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  I always tell my clients you have to be committed past the
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  point of convenience in order to create momentum.
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  It's a great saying and absolutely correct.
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  Look, it's never gonna be perfect.
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  That's the other thing, right? If we wait for it to be perfect,
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  it's never gonna happen. Life will happen, Versity will
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  strike you. But if you're really committed,
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  none of that matters. And it doesn't mean that we
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  don't adjust speeds, but we do also take stock up to your
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  point, intentionality, I think is the key to this.
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  And that way we really have a life on paper that looks as good
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  in real life because it's congruent, it is In Sync, it's
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  working in momentum together. I'm curious for you in your
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  business, what's working right now for you to support people?
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  Because we get this intellectually and I love this
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  simplicity of this, but we suck it simple because the world is
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  selling its complexity. So what's working for you right
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  now in your business? And how do you see momentum in
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  the business to help us? Because truthfully, I know many
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  in the audience will say I got this, but I'm still lost in, I'm
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  distracted and I'm not winning. How do we win more?
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  Yeah, so I actually every company I advise, I help them
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  with the one sheet and it is literally the most simple thing
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  in the world and yet most companies don't have it.
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  It is being put into the app 20 years in the making, Christine,
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  that I have been thinking and working and all this content and
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  because of incredible technology and amazing partners that I'm
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  with, I will have the app launched by May 1st.
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  So whenever this comes out, yes, yes, thank you.
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  And what's so cool is these are tools that I've been using for
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  years and people that coach with me one-on-one, they get these
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  tools, but it wasn't always readily available to everyone.
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  And now it's going to be so the wind performance platform, you
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  know, based the Let's Go Win app, all of these things that I
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  talked about are right in there and so user friendly.
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  So I'm very, very excited for people to get a chance to get in
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  there and and really again, upgrade your life.
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  Nothing's wrong with it, but if you want a little bit better,
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  you know this. This app's going to absolutely
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  help you get there. I love this.
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  So I also want to just highlight one thing you said for everybody
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  who's feeling like a work in progress.
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  It takes a runway to build momentum.
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  It takes you said many years in the making to get this app, many
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  years of self reflection to course correct.
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  This is permission to evolve. This is permission to also seek
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  the support because the light bulb went off and said I want to
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  improve. What I have is not saying I hate
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  what I have. It's saying there is something
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  more and I am hungry to pursue it.
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  So how do people connect to you, to what you do, and to the Let's
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  Go Win both community and the app that will be launching this
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  spring? Yeah, Let's Go win.com is the
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  easiest place to find me. And if you put in Let's Go Win
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  on any social media platform, you'll find me as well.
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  But I really do hope people get a chance.
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  There's a ton of free resources both on the website and on the
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  app, but the whole idea is to inspire people live their best
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  lives. So come be a part of the
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  community. It's a lot of people talking
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  about how to, you know, upgrade their lives, how to how to win a
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  little bit more. And we'd love for people to take
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  that opportunity. Do that.
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  And so I want to ask you one final thing is, what does
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  winning mean for you today, right now with this launch
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  ahead, with this amazing energy that's around it, But what does
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  winning look like today in your world?
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  To be where my feet are. You know, one of the things that
• 20:07
  I've often said is past this pain futures, anxiety, presence
• 20:12
  is everything. And as busy as it is, I mean,
• 20:15
  literally, I'm working on five different companies right now
• 20:20
  and it's a lot. But to really be present in that
• 20:24
  moment. So when I'm done with my work
• 20:26
  day, I'm present with my family. When I am on with you, I'm 100%
• 20:31
  with you. That has 100% just been a life
• 20:36
  altering in a great way. So I'd be where your feet are.
• 20:40
  People have heard that saying, but when you really stop and
• 20:43
  think about it, just be there. So, and thank you, Christine,
• 20:47
  you, you host an incredible show and I'm just so humbled to be a
• 20:50
  part of it. Thank you.
• 20:51
  It's been a great pleasure to have you here.
• 20:52
  This is your invitation. I think that's for all those
• 20:55
  that know me well. That's a post it note moment.
• 20:57
  Write it on your space, be where your feet are and slow down to
• 21:02
  have the intentionality to win in every facet of your life.
• 21:07
  I think one of the most important things I'm hearing
• 21:09
  from what you brought in, the expertise that you share to the
• 21:11
  world is it is not about trading anymore.
• 21:16
  It is about expanding to really choose.
• 21:19
  I live my non negotiables and life feels awesome and my guys,
• 21:22
  that's our invitation from Jim and I today.
• 21:24
  Go do that. Thanks for being our guest today
• 21:26
  everyone. This has been amplify your
• 21:28
  marketing message. We will see you in our next
• 21:31
  episode. Have a great week.
• 21:37
  That's around another amazing episode of amplify marketing
• 21:40
  message with me. You're hosting Campbell Rappin.
• 21:43
  Be sure to support your favorite popcorn so you don't miss an
• 21:46
  episode and Christine Campbell wrapping slash podcast to get a
• 21:51
  forest on how to map your marketing message on our next
• 21:55
  episode.