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19. Overcommitting vs Undercommitting · Burning Brightly

• 0:27
  Hey
• 0:27
  there.
• 0:28
  Welcome
• 0:28
  back.
• 0:29
  week,
• 0:29
  we
• 0:29
  are
• 0:29
  going
• 0:30
  to
• 0:30
  talk
• 0:30
  about
• 0:30
  the
• 0:30
  step
• 0:31
  that
• 0:31
  comes
• 0:31
  after
• 0:32
  belief.
• 0:33
  Right?
• 0:33
  week,
• 0:33
  we
• 0:33
  talked
• 0:34
  about
• 0:34
  the,
• 0:34
  how.
• 0:35
  Of
• 0:36
  accomplishing
• 0:36
  our
• 0:36
  business,
• 0:36
  being
• 0:37
  believing
• 0:37
  in
• 0:38
  it.
• 0:38
  But
• 0:38
  today
• 0:38
  But
• 0:38
  today
• 0:38
  I'm
• 0:39
  going
• 0:39
  to
• 0:39
  give
• 0:39
  you
• 0:39
  a
• 0:39
  little
• 0:40
  bit
• 0:40
  of
• 0:40
  that
• 0:40
  house
• 0:41
  so
• 0:41
  that
• 0:41
  you
• 0:41
  can
• 0:41
  stop.
• 0:42
  Killing
• 0:42
  your
• 0:42
  business
• 0:43
  with
• 0:43
  unnecessary
• 0:44
  pressure.
• 0:44
  Okay.
• 0:45
  I
• 0:45
  see
• 0:46
  one
• 0:46
  of
• 0:46
  two
• 0:47
  main
• 0:47
  temptations
• 0:48
  for
• 0:48
  new
• 0:48
  businesses.
• 0:49
  The
• 0:50
  first
• 0:50
  one
• 0:50
  is
• 0:50
  to
• 0:51
  treat
• 0:51
  it
• 0:51
  like
• 0:51
  a
• 0:51
  hobby
• 0:52
  where
• 0:52
  you
• 0:52
  never
• 0:53
  invest
• 0:53
  enough
• 0:54
  money
• 0:54
  or
• 0:54
  emotion
• 0:55
  or
• 0:56
  effort
• 0:56
  into
• 0:56
  it.
• 0:57
  So
• 0:57
  it
• 0:57
  never
• 0:57
  really
• 0:58
  has
• 0:58
  a
• 0:58
  real
• 0:58
  shot
• 0:59
  at
• 0:59
  succeeding,
• 1:00
  but
• 1:00
  you're
• 1:01
  also
• 1:01
  never
• 1:01
  disappointed.
• 1:02
  So
• 1:02
  you
• 1:02
  see
• 1:02
  how
• 1:02
  that
• 1:03
  might
• 1:03
  be
• 1:03
  appealing,
• 1:03
  right?
• 1:03
  People
• 1:04
  may
• 1:04
  say,
• 1:04
  oh,
• 1:04
  yes,
• 1:05
  I'm
• 1:05
  starting
• 1:05
  this
• 1:05
  new
• 1:05
  business.
• 1:06
  But
• 1:06
  they
• 1:06
  never
• 1:07
  actually
• 1:07
  really
• 1:07
  give
• 1:07
  it
• 1:08
  a
• 1:08
  shot
• 1:08
  to
• 1:08
  get
• 1:08
  off
• 1:08
  the
• 1:08
  ground
• 1:09
  because
• 1:09
  deep
• 1:10
  down,
• 1:10
  they
• 1:10
  don't
• 1:10
  really
• 1:10
  believe
• 1:11
  they
• 1:11
  can
• 1:11
  and
• 1:11
  they
• 1:11
  don't
• 1:12
  want
• 1:12
  to
• 1:12
  be
• 1:12
  disappointed.
• 1:12
  So
• 1:13
  I
• 1:13
  don't
• 1:13
  want
• 1:13
  that
• 1:13
  for
• 1:13
  you
• 1:13
  for
• 1:14
  sure.
• 1:14
  Don't
• 1:14
  want
• 1:14
  you
• 1:15
  to
• 1:15
  treat
• 1:15
  it
• 1:15
  like
• 1:15
  a
• 1:15
  hobby,
• 1:15
  but
• 1:15
  the
• 1:16
  other
• 1:16
  one,
• 1:17
  the
• 1:17
  other
• 1:17
  temptation
• 1:17
  I
• 1:17
  see
• 1:18
  is
• 1:18
  for
• 1:18
  business
• 1:19
  owners
• 1:19
  to
• 1:19
  treat
• 1:19
  their
• 1:19
  business
• 1:20
  with
• 1:20
  so
• 1:20
  much
• 1:21
  pressure.
• 1:22
  And
• 1:22
  intensity.
• 1:23
  That
• 1:23
  they
• 1:23
  kill
• 1:24
  it
• 1:24
  because
• 1:25
  they
• 1:25
  expect
• 1:25
  so
• 1:26
  much
• 1:26
  of
• 1:26
  it
• 1:26
  before
• 1:27
  it's
• 1:27
  even
• 1:27
  off
• 1:28
  the
• 1:28
  ground.
• 1:28
  We
• 1:29
  also
• 1:29
  do
• 1:29
  not
• 1:29
  want
• 1:29
  that.
• 1:30
  We
• 1:30
  don't
• 1:30
  want
• 1:30
  to
• 1:30
  poison
• 1:31
  our
• 1:31
  business.
• 1:32
  With
• 1:32
  stress
• 1:32
  and
• 1:32
  pressure.
• 1:33
  That
• 1:34
  it
• 1:34
  can
• 1:34
  never
• 1:34
  succeed.
• 1:35
  Now
• 1:35
  I've
• 1:36
  talked
• 1:36
  before
• 1:36
  about
• 1:37
  how
• 1:37
  business
• 1:37
  is
• 1:38
  simply
• 1:38
  like
• 1:38
  a
• 1:38
  science
• 1:39
  project.
• 1:40
  It
• 1:40
  involves
• 1:41
  lots
• 1:41
  and
• 1:42
  lots
• 1:42
  of
• 1:42
  little
• 1:42
  tiny
• 1:43
  experiments.
• 1:44
  This
• 1:44
  is
• 1:44
  how
• 1:45
  we
• 1:45
  create
• 1:45
  our
• 1:45
  business
• 1:46
  paths
• 1:46
  with
• 1:47
  just
• 1:47
  the
• 1:47
  right
• 1:48
  amount
• 1:48
  of
• 1:48
  commitment.
• 1:48
  We
• 1:49
  don't
• 1:49
  want
• 1:49
  to
• 1:49
  under
• 1:49
  commit
• 1:50
  and
• 1:50
  only
• 1:50
  treat
• 1:50
  it
• 1:50
  like
• 1:50
  a
• 1:50
  hobby
• 1:51
  and
• 1:51
  never
• 1:51
  really
• 1:51
  fully
• 1:52
  invest.
• 1:53
  Emotionally
• 1:53
  or,
• 1:54
  or
• 1:54
  financially,
• 1:55
  we
• 1:55
  also
• 1:55
  don't
• 1:56
  want
• 1:56
  to
• 1:56
  overcome
• 1:56
  it
• 1:56
  and
• 1:57
  make
• 1:57
  it
• 1:57
  such
• 1:58
  a
• 1:58
  big
• 1:58
  deal
• 1:59
  that
• 1:59
  we
• 1:59
  kill
• 2:00
  it.
• 2:00
  I
• 2:00
  may
• 2:01
  have
• 2:01
  mentioned
• 2:01
  this
• 2:01
  example
• 2:02
  before,
• 2:02
  but
• 2:02
  have
• 2:02
  you
• 2:02
  ever
• 2:02
  read
• 2:02
  those
• 2:03
  books?
• 2:03
  Choose
• 2:03
  your
• 2:03
  own
• 2:03
  adventure.
• 2:04
  They
• 2:04
  were
• 2:04
  really
• 2:04
  popular
• 2:05
  back
• 2:05
  in
• 2:05
  the
• 2:05
  nineties.
• 2:06
  This
• 2:06
  is
• 2:06
  like
• 2:07
  that.
• 2:07
  It's
• 2:07
  like
• 2:07
  reading
• 2:08
  a,
• 2:08
  choose
• 2:08
  your
• 2:08
  own
• 2:08
  adventure
• 2:08
  book
• 2:09
  and
• 2:09
  deciding
• 2:09
  if
• 2:10
  we
• 2:10
  like
• 2:10
  that
• 2:10
  outcome.
• 2:10
  So
• 2:11
  every
• 2:11
  chapter
• 2:11
  or
• 2:11
  so.
• 2:12
  It
• 2:12
  will
• 2:12
  ask
• 2:13
  you
• 2:13
  to
• 2:13
  make
• 2:13
  a
• 2:13
  decision.
• 2:13
  Do
• 2:14
  you
• 2:14
  want
• 2:14
  to
• 2:14
  go
• 2:14
  this
• 2:14
  way?
• 2:14
  Do
• 2:14
  you
• 2:14
  want
• 2:14
  to
• 2:14
  go
• 2:14
  that
• 2:15
  way?
• 2:15
  Whatever
• 2:16
  decision
• 2:16
  you
• 2:16
  make
• 2:16
  leads
• 2:16
  you
• 2:16
  on
• 2:17
  a
• 2:17
  different
• 2:17
  path
• 2:17
  in
• 2:18
  your
• 2:18
  book.
• 2:18
  And
• 2:19
  then
• 2:19
  the
• 2:19
  next
• 2:19
  chapter
• 2:20
  you
• 2:20
  can
• 2:20
  decide,
• 2:20
  did
• 2:20
  I
• 2:20
  like
• 2:21
  that
• 2:21
  outcome?
• 2:21
  Sometimes
• 2:22
  it
• 2:22
  kills
• 2:22
  you
• 2:22
  off.
• 2:22
  Sometimes
• 2:23
  it
• 2:23
  ends
• 2:23
  the
• 2:23
  book.
• 2:24
  Because
• 2:24
  of
• 2:24
  the
• 2:24
  choice
• 2:25
  you
• 2:25
  made,
• 2:25
  but
• 2:25
  you
• 2:25
  can
• 2:25
  always
• 2:25
  go
• 2:26
  back
• 2:26
  and
• 2:26
  choose
• 2:26
  again.
• 2:26
  Your
• 2:27
  business
• 2:27
  is
• 2:27
  exactly
• 2:27
  the
• 2:27
  same.
• 2:28
  There
• 2:28
  is
• 2:28
  no
• 2:29
  real
• 2:29
  failure
• 2:29
  in
• 2:29
  business.
• 2:30
  There's
• 2:30
  just
• 2:30
  one
• 2:31
  decision
• 2:31
  that
• 2:31
  leads
• 2:31
  to
• 2:31
  one
• 2:32
  outcome
• 2:32
  and
• 2:32
  another
• 2:32
  decision
• 2:33
  that
• 2:33
  leads
• 2:33
  to
• 2:33
  another
• 2:33
  outcome,
• 2:34
  you
• 2:34
  can
• 2:34
  always
• 2:35
  go
• 2:35
  back
• 2:35
  and
• 2:36
  change
• 2:36
  your
• 2:36
  mind.
• 2:36
  You
• 2:37
  can
• 2:37
  always
• 2:37
  start
• 2:37
  over
• 2:38
  with
• 2:38
  that
• 2:38
  experiment
• 2:39
  and
• 2:39
  try
• 2:39
  to
• 2:39
  get
• 2:39
  a
• 2:39
  better
• 2:40
  outcome.
• 2:40
  Next
• 2:40
  time.
• 2:41
  So
• 2:42
  I
• 2:42
  have
• 2:42
  a
• 2:42
  wonderful
• 2:43
  guest.
• 2:43
  I'm
• 2:43
  really
• 2:43
  excited
• 2:44
  about
• 2:44
  that
• 2:44
  is
• 2:44
  coming
• 2:44
  to
• 2:44
  talk
• 2:45
  to
• 2:45
  us
• 2:45
  and
• 2:45
  explain
• 2:46
  this
• 2:46
  very
• 2:47
  specific
• 2:47
  customer
• 2:48
  path
• 2:48
  that
• 2:48
  we
• 2:48
  need
• 2:48
  to
• 2:49
  have
• 2:49
  for
• 2:49
  potential
• 2:49
  customers
• 2:50
  and
• 2:50
  how
• 2:51
  to
• 2:51
  create
• 2:51
  what
• 2:51
  we
• 2:51
  call
• 2:52
  the
• 2:52
  perfect
• 2:52
  marketing
• 2:52
  funnel.
• 2:53
  But
• 2:53
  I'm
• 2:53
  going
• 2:54
  to
• 2:54
  teach
• 2:54
  you
• 2:54
  the
• 2:54
  basics
• 2:54
  today
• 2:55
  because.
• 2:55
  This
• 2:56
  is
• 2:56
  something
• 2:56
  that
• 2:56
  was
• 2:56
  so
• 2:57
  important
• 2:57
  for
• 2:58
  me
• 2:58
  to
• 2:58
  learn
• 2:58
  that
• 2:58
  if
• 2:58
  I
• 2:59
  had
• 2:59
  learned
• 2:59
  it.
• 2:59
  10
• 3:00
  years
• 3:00
  ago,
• 3:00
  I
• 3:00
  think
• 3:00
  it
• 3:00
  would
• 3:00
  have
• 3:00
  completely
• 3:01
  altered.
• 3:02
  The
• 3:02
  course
• 3:02
  of
• 3:02
  my
• 3:02
  businesses.
• 3:03
  It's
• 3:04
  very,
• 3:04
  very
• 3:04
  important
• 3:05
  that
• 3:05
  your
• 3:05
  customers
• 3:05
  go
• 3:05
  through
• 3:05
  this
• 3:06
  basic
• 3:08
  The
• 3:08
  first
• 3:08
  thing
• 3:08
  that
• 3:08
  happens
• 3:09
  is
• 3:09
  they
• 3:09
  become
• 3:10
  aware
• 3:10
  of
• 3:10
  your
• 3:10
  business
• 3:11
  or
• 3:11
  your
• 3:11
  product,
• 3:11
  a
• 3:12
  stranger
• 3:12
  finds
• 3:12
  you
• 3:12
  somehow
• 3:13
  and
• 3:13
  goes,
• 3:13
  oh,
• 3:14
  that
• 3:14
  person
• 3:14
  in
• 3:15
  that
• 3:15
  product
• 3:15
  exists.
• 3:16
  Okay.
• 3:16
  There's
• 3:16
  that
• 3:16
  awareness
• 3:17
  right?
• 3:17
  Then
• 3:17
  they
• 3:18
  may
• 3:18
  become
• 3:18
  interested
• 3:19
  in,
• 3:19
  they
• 3:19
  either
• 3:19
  start
• 3:20
  getting
• 3:20
  your
• 3:20
  emails
• 3:21
  or
• 3:21
  they
• 3:21
  start
• 3:21
  seeing
• 3:22
  your
• 3:22
  social
• 3:22
  media
• 3:22
  posts
• 3:23
  regularly.
• 3:24
  And
• 3:24
  then
• 3:25
  they
• 3:25
  start
• 3:25
  coming
• 3:25
  to
• 3:25
  your
• 3:26
  website
• 3:26
  or
• 3:26
  more
• 3:26
  maybe
• 3:27
  your
• 3:27
  brick
• 3:27
  and
• 3:27
  mortar
• 3:27
  store
• 3:28
  or
• 3:28
  wherever
• 3:28
  your
• 3:28
  products
• 3:28
  and
• 3:29
  services
• 3:29
  are
• 3:29
  located.
• 3:30
  And
• 3:31
  then
• 3:31
  they
• 3:31
  become
• 3:31
  motivated
• 3:32
  to
• 3:32
  purchase
• 3:32
  and
• 3:32
  actually
• 3:33
  become
• 3:33
  customers.
• 3:34
  So
• 3:35
  this
• 3:35
  path
• 3:36
  that
• 3:36
  a
• 3:36
  potential
• 3:36
  customer
• 3:36
  takes
• 3:37
  is
• 3:37
  often
• 3:38
  referred
• 3:38
  to
• 3:38
  as
• 3:38
  a
• 3:38
  marketing
• 3:39
  funnel.
• 3:39
  And
• 3:40
  very
• 3:40
  often
• 3:40
  we
• 3:40
  talk
• 3:41
  about
• 3:41
  customers
• 3:41
  in
• 3:41
  each.
• 3:42
  Phase
• 3:42
  of
• 3:42
  this
• 3:42
  funnel
• 3:43
  as
• 3:43
  a
• 3:43
  cold,
• 3:44
  warm
• 3:44
  and
• 3:45
  hot
• 3:45
  leads,
• 3:46
  as
• 3:46
  you
• 3:46
  can
• 3:46
  see
• 3:46
  why,
• 3:47
  right.
• 3:47
  Someone
• 3:47
  who
• 3:47
  is
• 3:47
  cold
• 3:48
  is
• 3:48
  just
• 3:48
  barely
• 3:48
  aware
• 3:48
  of
• 3:48
  you.
• 3:48
  Not
• 3:49
  really
• 3:49
  familiar
• 3:50
  with
• 3:50
  you.
• 3:50
  Doesn't
• 3:50
  trust
• 3:51
  you
• 3:51
  doesn't
• 3:51
  know
• 3:51
  you
• 3:51
  at
• 3:51
  all.
• 3:52
  A
• 3:52
  warm
• 3:52
  one,
• 3:52
  maybe
• 3:53
  knows
• 3:53
  and
• 3:53
  trusts
• 3:54
  you,
• 3:54
  but
• 3:54
  isn't
• 3:55
  quite
• 3:55
  ready
• 3:55
  to
• 3:55
  purchase.
• 3:56
  And
• 3:56
  then
• 3:56
  a
• 3:56
  hot
• 3:56
  lead
• 3:57
  is
• 3:57
  one
• 3:57
  who
• 3:57
  is
• 3:57
  ready
• 3:57
  to
• 3:57
  become
• 3:57
  a
• 3:58
  customer
• 3:58
  and
• 3:58
  hopefully
• 3:59
  one
• 3:59
  for
• 3:59
  life.
• 4:00
  Okay.
• 4:00
  So
• 4:00
  that
• 4:01
  basic
• 4:02
  understanding
• 4:02
  of
• 4:03
  how
• 4:03
  a
• 4:03
  customer
• 4:03
  or
• 4:03
  client
• 4:04
  should
• 4:04
  go
• 4:04
  through
• 4:05
  their
• 4:05
  path
• 4:05
  to
• 4:06
  becoming.
• 4:07
  raving
• 4:07
  fan.
• 4:08
  We'll
• 4:08
  change
• 4:09
  everything
• 4:09
  for
• 4:09
  you.
• 4:09
  You
• 4:10
  have
• 4:10
  to
• 4:10
  make
• 4:10
  sure
• 4:11
  that
• 4:11
  your
• 4:11
  customers
• 4:11
  are
• 4:11
  going
• 4:11
  through
• 4:12
  each
• 4:12
  of
• 4:12
  these
• 4:12
  paths.
• 4:13
  Essentially,
• 4:13
  you're
• 4:13
  just
• 4:14
  gaining
• 4:14
  their
• 4:14
  trust.
• 4:15
  And
• 4:16
  their
• 4:16
  interests
• 4:16
  in
• 4:16
  order
• 4:16
  for
• 4:17
  them
• 4:17
  to
• 4:17
  be
• 4:17
  ready
• 4:17
  to
• 4:18
  invest
• 4:18
  time
• 4:19
  and
• 4:19
  money
• 4:19
  in
• 4:19
  you.
• 4:20
  Now
• 4:20
  it's
• 4:21
  really,
• 4:21
  really
• 4:21
  powerful
• 4:22
  to
• 4:22
  start
• 4:22
  looking
• 4:22
  at
• 4:22
  your
• 4:23
  own
• 4:23
  path
• 4:23
  as
• 4:24
  a
• 4:24
  customer,
• 4:24
  through
• 4:24
  other
• 4:24
  people's
• 4:25
  marketing
• 4:25
  funnels.
• 4:26
  So
• 4:26
  I
• 4:26
  think
• 4:26
  about
• 4:26
  this
• 4:26
  all
• 4:27
  the
• 4:27
  time,
• 4:27
  because
• 4:27
  I'm
• 4:27
  a
• 4:28
  marketer.
• 4:28
  I
• 4:28
  look
• 4:29
  at
• 4:29
  how
• 4:29
  I
• 4:30
  become
• 4:30
  interested
• 4:31
  in
• 4:31
  a
• 4:31
  new
• 4:31
  brand,
• 4:31
  how
• 4:32
  I
• 4:32
  learn
• 4:32
  about
• 4:32
  them.
• 4:33
  If
• 4:33
  I
• 4:33
  get
• 4:33
  on
• 4:33
  their
• 4:33
  email
• 4:34
  list,
• 4:34
  if
• 4:34
  I
• 4:34
  follow
• 4:34
  them
• 4:35
  on
• 4:35
  social
• 4:36
  and
• 4:36
  what
• 4:36
  finally
• 4:37
  incentivizes
• 4:38
  me
• 4:38
  to.
• 4:39
  Take
• 4:39
  the
• 4:39
  plunge
• 4:39
  and
• 4:40
  finally
• 4:40
  purchase
• 4:40
  their
• 4:40
  product
• 4:41
  or
• 4:41
  service.
• 4:41
  Start
• 4:42
  looking
• 4:42
  at
• 4:42
  your
• 4:42
  own
• 4:42
  path
• 4:43
  and
• 4:43
  you
• 4:43
  can
• 4:43
  learn
• 4:43
  so
• 4:44
  much
• 4:44
  about
• 4:44
  human
• 4:45
  behavior
• 4:46
  and
• 4:46
  what
• 4:46
  makes
• 4:47
  people
• 4:47
  willing
• 4:47
  to
• 4:47
  buy.
• 4:49
  So,
• 4:49
  if
• 4:50
  you
• 4:50
  are
• 4:50
  not
• 4:50
  yet
• 4:50
  seeing
• 4:51
  success
• 4:51
  in
• 4:51
  your
• 4:51
  business,
• 4:52
  it's
• 4:52
  simply
• 4:53
  because
• 4:53
  one
• 4:53
  of
• 4:53
  these
• 4:54
  steps
• 4:54
  is
• 4:54
  broken.
• 4:55
  That's
• 4:55
  it.
• 4:56
  Or
• 4:56
  maybe
• 4:56
  not
• 4:56
  fully
• 4:56
  broken,
• 4:57
  but
• 4:57
  just
• 4:57
  not
• 4:57
  optimized.
• 4:59
  All
• 4:59
  you
• 4:59
  have
• 4:59
  to
• 4:59
  do
• 4:59
  is
• 5:00
  experiment
• 5:00
  and
• 5:00
  figure
• 5:01
  out
• 5:01
  which
• 5:01
  one
• 5:02
  it
• 5:02
  is.
• 5:02
  That's
• 5:03
  it.
• 5:03
  Super
• 5:04
  simple.
• 5:04
  They
• 5:04
  just
• 5:04
  have
• 5:04
  to
• 5:05
  take
• 5:05
  three
• 5:05
  basic
• 5:06
  steps.
• 5:06
  Now,
• 5:06
  very
• 5:07
  often
• 5:07
  this
• 5:07
  path
• 5:07
  looks
• 5:08
  much
• 5:08
  longer
• 5:09
  than
• 5:09
  this
• 5:09
  sometimes
• 5:10
  the
• 5:10
  customer
• 5:10
  path
• 5:10
  I
• 5:11
  have
• 5:11
  taken
• 5:11
  is
• 5:11
  years
• 5:12
  long.
• 5:12
  I
• 5:12
  learned
• 5:12
  about
• 5:13
  somebody
• 5:13
  or
• 5:13
  something
• 5:13
  and
• 5:13
  I
• 5:13
  just
• 5:14
  follow
• 5:14
  them
• 5:15
  for
• 5:15
  a
• 5:15
  while.
• 5:15
  And
• 5:15
  I'm
• 5:15
  a
• 5:16
  little
• 5:16
  more
• 5:16
  interested
• 5:16
  now
• 5:17
  and
• 5:17
  little
• 5:17
  less
• 5:17
  interested
• 5:17
  now.
• 5:18
  And
• 5:18
  then
• 5:18
  I
• 5:18
  finally
• 5:19
  purchased
• 5:19
  for
• 5:19
  some
• 5:19
  reason
• 5:20
  or
• 5:20
  another.
• 5:20
  Sometimes
• 5:21
  it's
• 5:21
  a
• 5:21
  very
• 5:21
  short
• 5:22
  customer
• 5:22
  path.
• 5:23
  But
• 5:23
  it's
• 5:23
  very,
• 5:24
  very
• 5:24
  simple,
• 5:25
  cold,
• 5:25
  warm,
• 5:26
  hot.
• 5:26
  All
• 5:27
  you
• 5:27
  have
• 5:27
  to
• 5:27
  do
• 5:27
  is
• 5:27
  figure
• 5:27
  out
• 5:27
  where
• 5:28
  the
• 5:28
  customers
• 5:28
  are
• 5:28
  falling
• 5:29
  out
• 5:29
  of
• 5:29
  this
• 5:30
  path,
• 5:30
  out
• 5:30
  of
• 5:30
  this
• 5:30
  funnel.
• 5:31
  And
• 5:31
  bring
• 5:32
  them
• 5:32
  back
• 5:32
  in.
• 5:33
  So
• 5:33
  let's
• 5:33
  give
• 5:33
  you
• 5:34
  a
• 5:34
  very
• 5:34
  simple
• 5:34
  example.
• 5:36
  Let's
• 5:36
  say
• 5:36
  that
• 5:36
  you
• 5:36
  want
• 5:36
  to
• 5:37
  start
• 5:37
  an
• 5:37
  Etsy
• 5:37
  shop
• 5:38
  selling
• 5:38
  earrings.
• 5:39
  You
• 5:39
  have
• 5:39
  handmade
• 5:39
  earrings
• 5:40
  that
• 5:40
  are
• 5:40
  so
• 5:40
  cute.
• 5:41
  You
• 5:41
  create
• 5:42
  a
• 5:42
  bunch
• 5:42
  of
• 5:42
  them
• 5:42
  and
• 5:43
  you
• 5:43
  list
• 5:43
  them
• 5:43
  on
• 5:43
  the
• 5:43
  shop
• 5:44
  and
• 5:44
  then
• 5:44
  you
• 5:45
  just
• 5:45
  sit
• 5:45
  back
• 5:45
  and
• 5:45
  wait
• 5:46
  and
• 5:46
  watch
• 5:46
  and
• 5:46
  see
• 5:47
  what
• 5:47
  happens.
• 5:48
  Depending
• 5:48
  on
• 5:49
  the
• 5:49
  results
• 5:49
  of
• 5:49
  this
• 5:49
  experiment,
• 5:50
  you
• 5:50
  You
• 5:50
  just
• 5:51
  shift
• 5:51
  your
• 5:51
  efforts
• 5:51
  and
• 5:51
  pit
• 5:52
  it.
• 5:52
  Now,
• 5:53
  obviously
• 5:53
  one
• 5:54
  of
• 5:54
  the
• 5:54
  biggest
• 5:54
  issues
• 5:55
  I
• 5:55
  see
• 5:55
  with
• 5:55
  business
• 5:55
  owners
• 5:55
  is
• 5:56
  that
• 5:56
  there's
• 5:56
  just
• 5:56
  no
• 5:56
  people
• 5:57
  coming
• 5:57
  to
• 5:57
  them.
• 5:58
  They
• 5:58
  don't
• 5:58
  have
• 5:58
  people
• 5:58
  coming
• 5:58
  to
• 5:58
  their
• 5:59
  online
• 5:59
  shop
• 5:59
  or
• 5:59
  their
• 5:59
  in-person
• 6:00
  shop.
• 6:00
  People
• 6:01
  don't
• 6:01
  know
• 6:01
  about
• 6:01
  them.
• 6:02
  Obviously
• 6:02
  the
• 6:02
  first
• 6:03
  step
• 6:03
  is
• 6:03
  going
• 6:03
  to
• 6:04
  be
• 6:04
  the
• 6:04
  most
• 6:04
  important
• 6:05
  one,
• 6:05
  right?
• 6:05
  You
• 6:05
  have
• 6:06
  to
• 6:06
  get
• 6:06
  people
• 6:06
  coming
• 6:06
  to
• 6:07
  you.
• 6:07
  So
• 6:07
  if
• 6:08
  people
• 6:08
  aren't
• 6:08
  coming
• 6:08
  to
• 6:08
  your
• 6:08
  shop,
• 6:09
  then
• 6:09
  you
• 6:09
  have
• 6:09
  a
• 6:09
  marketing
• 6:10
  problem.
• 6:10
  You
• 6:10
  have
• 6:10
  to
• 6:11
  figure
• 6:11
  out
• 6:11
  how
• 6:11
  to
• 6:11
  get
• 6:11
  new
• 6:12
  eyeballs
• 6:12
  on
• 6:13
  your
• 6:13
  stuff.
• 6:14
  maybe
• 6:14
  people
• 6:14
  are
• 6:14
  coming
• 6:14
  to
• 6:15
  the
• 6:15
  shop,
• 6:15
  but
• 6:15
  they're
• 6:15
  not
• 6:15
  buying.
• 6:16
  So
• 6:16
  you
• 6:16
  can
• 6:16
  look
• 6:16
  at
• 6:16
  your
• 6:16
  analytics,
• 6:17
  your
• 6:17
  Etsy,
• 6:17
  shop
• 6:18
  analytics,
• 6:18
  and
• 6:18
  realize,
• 6:19
  oh,
• 6:19
  I
• 6:19
  had
• 6:20
  a
• 6:20
  hundred
• 6:20
  visitors
• 6:21
  this
• 6:21
  month,
• 6:22
  but
• 6:22
  nobody
• 6:22
  actually
• 6:22
  bought
• 6:23
  anything.
• 6:23
  So
• 6:23
  that's
• 6:23
  probably
• 6:24
  a
• 6:24
  messaging
• 6:24
  problem.
• 6:25
  Maybe
• 6:25
  your
• 6:25
  photos
• 6:26
  aren't
• 6:26
  good
• 6:26
  enough.
• 6:26
  Maybe
• 6:27
  people
• 6:27
  don't
• 6:27
  fully
• 6:27
  understand
• 6:28
  the
• 6:28
  life
• 6:28
  changing
• 6:29
  quality
• 6:30
  that
• 6:30
  your
• 6:30
  earrings
• 6:31
  are,
• 6:31
  and
• 6:31
  maybe
• 6:31
  they
• 6:31
  can't
• 6:31
  envision
• 6:32
  themselves
• 6:32
  wearing
• 6:33
  them.
• 6:33
  Maybe
• 6:33
  they
• 6:33
  don't
• 6:33
  know
• 6:33
  how
• 6:33
  to
• 6:34
  style
• 6:34
  them.
• 6:34
  Right.
• 6:34
  So
• 6:34
  all
• 6:35
  that
• 6:35
  is
• 6:35
  the
• 6:35
  Mo
• 6:36
  messaging
• 6:36
  part
• 6:36
  of
• 6:36
  your
• 6:36
  marketing
• 6:37
  funnel.
• 6:38
  And
• 6:38
  then
• 6:38
  finally,
• 6:39
  maybe
• 6:39
  people
• 6:39
  are
• 6:39
  buying,
• 6:40
  but
• 6:40
  they're
• 6:40
  not
• 6:40
  coming
• 6:40
  back
• 6:41
  or
• 6:41
  maybe
• 6:42
  they
• 6:42
  are
• 6:42
  visiting
• 6:42
  and
• 6:42
  showing
• 6:43
  interest,
• 6:43
  but
• 6:43
  they're
• 6:43
  not
• 6:43
  making
• 6:44
  that
• 6:44
  final
• 6:44
  purchase.
• 6:44
  So
• 6:44
  that's
• 6:45
  some
• 6:45
  sort
• 6:46
  of
• 6:46
  a
• 6:46
  product
• 6:46
  problem.
• 6:47
  Maybe
• 6:47
  the
• 6:47
  quality
• 6:47
  really
• 6:48
  isn't
• 6:48
  great.
• 6:48
  Maybe
• 6:49
  they
• 6:49
  get
• 6:49
  the
• 6:49
  product
• 6:49
  and
• 6:50
  it
• 6:50
  was
• 6:50
  kind
• 6:50
  of
• 6:50
  lackluster
• 6:51
  or
• 6:51
  the
• 6:51
  shipping
• 6:51
  took
• 6:51
  too
• 6:52
  long
• 6:52
  or
• 6:52
  the
• 6:52
  price
• 6:52
  was
• 6:53
  too
• 6:53
  high.
• 6:53
  Right.
• 6:53
  So.
• 6:54
  Any
• 6:54
  problem
• 6:55
  you
• 6:55
  have
• 6:55
  in
• 6:55
  your
• 6:55
  business
• 6:56
  is
• 6:56
  going
• 6:56
  to
• 6:56
  fit
• 6:56
  in
• 6:57
  one
• 6:57
  of
• 6:57
  these
• 6:57
  three
• 6:58
  buckets,
• 6:58
  marketing
• 6:59
  problem,
• 6:59
  messaging
• 7:00
  problem,
• 7:00
  product
• 7:01
  problem.
• 7:01
  Okay.
• 7:02
  dozens
• 7:03
  and
• 7:03
  dozens
• 7:03
  within
• 7:04
  each
• 7:04
  of
• 7:04
  these
• 7:04
  areas.
• 7:05
  But
• 7:05
  it's
• 7:05
  very,
• 7:05
  very
• 7:05
  simple
• 7:06
  to
• 7:06
  find
• 7:06
  the
• 7:07
  broken
• 7:07
  step,
• 7:07
  because
• 7:07
  you
• 7:08
  will
• 7:08
  know
• 7:08
  when
• 7:08
  people
• 7:08
  are
• 7:09
  falling
• 7:09
  out
• 7:09
  of
• 7:09
  this
• 7:09
  funnel.
• 7:10
  Now
• 7:10
  let's
• 7:11
  talk
• 7:11
  about
• 7:11
  addressing
• 7:12
  your
• 7:12
  business,
• 7:12
  like
• 7:12
  an
• 7:12
  experiment
• 7:13
  for
• 7:13
  a
• 7:13
  minute.
• 7:14
  There
• 7:14
  is
• 7:14
  a
• 7:14
  reason
• 7:14
  that
• 7:15
  I
• 7:15
  talk
• 7:15
  about
• 7:15
  it,
• 7:15
  like
• 7:15
  an
• 7:15
  experiment
• 7:16
  instead
• 7:17
  of
• 7:17
  calling
• 7:17
  it.
• 7:18
  Your
• 7:18
  passion
• 7:18
  or
• 7:19
  your
• 7:19
  life's
• 7:19
  work.
• 7:21
  Experiments
• 7:22
  by
• 7:22
  definition
• 7:23
  are
• 7:23
  works
• 7:24
  in
• 7:24
  progress.
• 7:25
  Nobody
• 7:26
  says.
• 7:27
  I
• 7:27
  created
• 7:27
  an
• 7:28
  experiment
• 7:28
  and
• 7:28
  it
• 7:28
  worked
• 7:29
  the
• 7:29
  first
• 7:29
  time
• 7:29
  and
• 7:30
  I
• 7:30
  never
• 7:30
  had
• 7:30
  to
• 7:30
  tweak
• 7:31
  anything.
• 7:31
  Now
• 7:31
  that's
• 7:31
  not
• 7:32
  an
• 7:32
  experiment.
• 7:32
  That's
• 7:33
  just
• 7:33
  something
• 7:33
  that
• 7:33
  already
• 7:34
  succeeds
• 7:34
  that
• 7:34
  somebody
• 7:35
  already
• 7:35
  figured
• 7:35
  out.
• 7:36
  Every
• 7:36
  experiment
• 7:37
  has
• 7:37
  failures
• 7:38
  and
• 7:38
  successes
• 7:39
  and
• 7:39
  ups
• 7:40
  and
• 7:40
  downs.
• 7:41
  It
• 7:41
  is
• 7:41
  a
• 7:41
  work
• 7:41
  in
• 7:42
  progress
• 7:42
  and
• 7:42
  it
• 7:42
  will
• 7:42
  need
• 7:43
  to
• 7:43
  be
• 7:44
  improved
• 7:44
  constantly
• 7:45
  little
• 7:45
  by
• 7:45
  little
• 7:46
  when
• 7:46
  we
• 7:46
  get
• 7:47
  too
• 7:47
  attached
• 7:48
  to
• 7:48
  any
• 7:48
  particular
• 7:49
  product.
• 7:50
  Message
• 7:51
  or
• 7:51
  process
• 7:51
  in
• 7:51
  our
• 7:52
  business.
• 7:53
  Then,
• 7:53
  if
• 7:53
  it
• 7:53
  doesn't
• 7:54
  work,
• 7:54
  we're
• 7:54
  in
• 7:54
  trouble.
• 7:55
  We
• 7:55
  can't
• 7:56
  get
• 7:56
  too
• 7:56
  attached
• 7:56
  unless
• 7:56
  we
• 7:57
  know
• 7:57
  it
• 7:57
  works.
• 7:57
  People
• 7:58
  with
• 7:58
  failing
• 7:58
  businesses
• 7:59
  are
• 7:59
  those
• 8:00
  who
• 8:00
  are
• 8:00
  generally
• 8:00
  attached
• 8:01
  to
• 8:01
  specific
• 8:02
  parts
• 8:02
  of
• 8:02
  their
• 8:02
  business.
• 8:03
  And
• 8:03
  those
• 8:03
  parts
• 8:04
  are
• 8:04
  not
• 8:04
  working.
• 8:05
  So
• 8:05
  essentially
• 8:06
  if
• 8:06
  we
• 8:06
  are
• 8:06
  not
• 8:06
  making
• 8:07
  money
• 8:07
  in
• 8:07
  our
• 8:07
  business,
• 8:07
  but
• 8:07
  we
• 8:08
  keep
• 8:08
  doing
• 8:08
  things
• 8:09
  the
• 8:09
  same.
• 8:09
  Well,
• 8:10
  Something's
• 8:11
  going
• 8:11
  wrong
• 8:11
  there,
• 8:11
  right?
• 8:12
  Isn't
• 8:12
  that
• 8:12
  the
• 8:12
  definition
• 8:13
  of
• 8:13
  stupidity?
• 8:14
  Sorry
• 8:14
  to
• 8:14
  sound
• 8:15
  harsh,
• 8:15
  but
• 8:15
  we
• 8:15
  can't
• 8:16
  keep
• 8:16
  doing
• 8:16
  things
• 8:16
  the
• 8:16
  same.
• 8:16
  We
• 8:17
  have
• 8:17
  to
• 8:17
  analyze
• 8:17
  what's
• 8:17
  going
• 8:18
  wrong
• 8:18
  and
• 8:18
  we
• 8:18
  have
• 8:18
  to
• 8:19
  change
• 8:19
  it.
• 8:19
  And
• 8:19
  we
• 8:20
  have
• 8:20
  to
• 8:20
  do
• 8:20
  so
• 8:20
  neutrally
• 8:21
  and
• 8:21
  calmly.
• 8:22
  Not
• 8:22
  make
• 8:22
  it
• 8:23
  a
• 8:23
  big
• 8:23
  deal,
• 8:23
  not
• 8:24
  make
• 8:24
  it
• 8:24
  mean
• 8:24
  something
• 8:24
  horrible
• 8:25
  about
• 8:25
  us
• 8:25
  and,
• 8:26
  oh,
• 8:26
  we're
• 8:26
  such
• 8:26
  terrible
• 8:26
  business
• 8:27
  owners
• 8:27
  because
• 8:27
  we
• 8:27
  can't
• 8:27
  figure
• 8:28
  this
• 8:28
  out.
• 8:28
  No,
• 8:28
  just
• 8:29
  very
• 8:29
  neutrally
• 8:29
  examine
• 8:30
  each
• 8:30
  step
• 8:30
  of
• 8:31
  the
• 8:31
  process
• 8:31
  and
• 8:32
  we
• 8:32
  can
• 8:32
  figure
• 8:32
  out
• 8:32
  what
• 8:32
  needs
• 8:33
  to
• 8:33
  change.
• 8:34
  No.
• 8:35
  As
• 8:35
  a
• 8:35
  quick
• 8:35
  reminder
• 8:36
  here,
• 8:36
  your
• 8:36
  business
• 8:37
  is
• 8:37
  not
• 8:37
  your
• 8:37
  baby.
• 8:38
  It
• 8:38
  is
• 8:38
  simply
• 8:39
  a
• 8:39
  vehicle
• 8:40
  to
• 8:40
  your
• 8:41
  why.
• 8:41
  So
• 8:42
  if
• 8:42
  you've
• 8:42
  listened
• 8:42
  to
• 8:42
  some
• 8:43
  of
• 8:43
  the
• 8:43
  podcasts
• 8:43
  before
• 8:43
  I've
• 8:44
  talked
• 8:44
  about
• 8:44
  creating
• 8:45
  this,
• 8:45
  why
• 8:45
  that
• 8:46
  will.
• 8:46
  Push
• 8:47
  you
• 8:47
  through
• 8:47
  some
• 8:47
  of
• 8:47
  the
• 8:47
  hardest
• 8:47
  times
• 8:48
  in
• 8:48
  your
• 8:48
  business,
• 8:48
  knowing
• 8:49
  your
• 8:50
  purpose
• 8:51
  for
• 8:51
  this
• 8:51
  business.
• 8:51
  It
• 8:51
  could
• 8:52
  be
• 8:52
  something
• 8:52
  service
• 8:53
  oriented,
• 8:53
  which
• 8:53
  I
• 8:53
  highly
• 8:54
  recommend.
• 8:54
  It
• 8:54
  could
• 8:54
  be.
• 8:55
  You
• 8:55
  know,
• 8:55
  I
• 8:55
  want
• 8:55
  to
• 8:55
  help
• 8:55
  these
• 8:55
  kinds
• 8:56
  of
• 8:56
  people.
• 8:57
  It
• 8:57
  can
• 8:57
  be
• 8:57
  something
• 8:58
  very
• 8:58
  personal
• 8:58
  to
• 8:59
  you.
• 8:59
  I
• 8:59
  want
• 9:00
  to
• 9:00
  give
• 9:00
  my
• 9:01
  husband
• 9:01
  freedom
• 9:01
  from
• 9:01
  his
• 9:02
  job,
• 9:02
  whatever
• 9:03
  your
• 9:03
  why
• 9:03
  is
• 9:04
  just
• 9:04
  realize
• 9:05
  that
• 9:05
  your
• 9:05
  business
• 9:05
  is
• 9:06
  not
• 9:06
  the
• 9:06
  why
• 9:06
  your
• 9:06
  business
• 9:06
  is
• 9:07
  just
• 9:07
  a
• 9:07
  vehicle
• 9:08
  to
• 9:08
  your,
• 9:08
  why.
• 9:08
  So
• 9:09
  if
• 9:09
  you
• 9:09
  find
• 9:09
  yourself
• 9:09
  putting
• 9:10
  too
• 9:10
  much
• 9:10
  pressure
• 9:11
  and
• 9:11
  drama
• 9:11
  on
• 9:12
  your
• 9:12
  business,
• 9:13
  just
• 9:13
  reevaluate
• 9:13
  your
• 9:14
  why
• 9:14
  and
• 9:14
  ask
• 9:14
  yourself
• 9:15
  is
• 9:15
  this
• 9:15
  really
• 9:16
  the
• 9:16
  why
• 9:16
  I
• 9:16
  want
• 9:16
  to
• 9:16
  have?
• 9:17
  And
• 9:17
  is
• 9:17
  there
• 9:17
  a
• 9:17
  better
• 9:18
  way
• 9:18
  to
• 9:18
  get
• 9:18
  there?
• 9:19
  Then
• 9:19
  the
• 9:19
  business
• 9:20
  that's
• 9:20
  currently
• 9:20
  not
• 9:21
  working.
• 9:21
  Just
• 9:22
  keep
• 9:22
  it
• 9:22
  light,
• 9:22
  keep
• 9:23
  it
• 9:23
  fun.
• 9:24
  Stay
• 9:24
  super
• 9:25
  curious
• 9:25
  about
• 9:26
  what
• 9:26
  is
• 9:26
  going
• 9:26
  on
• 9:26
  in
• 9:27
  your
• 9:27
  business
• 9:27
  and
• 9:27
  don't
• 9:28
  make
• 9:28
  it
• 9:28
  mean
• 9:28
  anything
• 9:28
  horrible
• 9:29
  about
• 9:29
  you.
• 9:30
  Pressure
• 9:31
  and
• 9:31
  intensity
• 9:31
  in
• 9:31
  my
• 9:32
  experience
• 9:32
  are
• 9:33
  the
• 9:33
  death
• 9:33
  now
• 9:34
  to
• 9:34
  a
• 9:34
  business
• 9:35
  thinking
• 9:35
  that
• 9:36
  this
• 9:36
  has
• 9:36
  to
• 9:37
  work.
• 9:37
  I
• 9:37
  have
• 9:38
  to
• 9:38
  figure
• 9:38
  this
• 9:38
  out.
• 9:38
  No,
• 9:39
  you
• 9:39
  don't.
• 9:39
  You
• 9:40
  could
• 9:40
  do
• 9:40
  it
• 9:40
  this
• 9:40
  way.
• 9:40
  You
• 9:40
  could
• 9:41
  do
• 9:41
  it
• 9:41
  a
• 9:41
  hundred
• 9:41
  different
• 9:42
  ways.
• 9:42
  You
• 9:42
  will
• 9:43
  figure
• 9:43
  it
• 9:43
  out,
• 9:43
  but
• 9:44
  not
• 9:44
  with
• 9:44
  so
• 9:44
  much
• 9:45
  pressure
• 9:45
  and
• 9:45
  intensity
• 9:45
  on
• 9:45
  top
• 9:46
  of
• 9:46
  it.
• 9:46
  A
• 9:46
  new
• 9:47
  business
• 9:47
  just
• 9:47
  cannot
• 9:48
  withstand
• 9:48
  that
• 9:48
  kind
• 9:48
  of
• 9:48
  pressure.
• 9:49
  And
• 9:49
  it
• 9:49
  often
• 9:49
  just
• 9:49
  crumbles.
• 9:50
  We
• 9:50
  don't
• 9:50
  want
• 9:50
  that
• 9:51
  for
• 9:51
  your
• 9:51
  business.
• 9:51
  So
• 9:52
  let's
• 9:52
  talk
• 9:52
  about
• 9:52
  your
• 9:52
  wife
• 9:52
  for
• 9:53
  a
• 9:53
  second.
• 9:53
  Let's
• 9:53
  give
• 9:53
  you
• 9:54
  an
• 9:54
  example.
• 9:54
  Maybe
• 9:54
  your
• 9:55
  why
• 9:55
  is
• 9:56
  helping
• 9:57
  postpartum
• 9:57
  moms,
• 9:57
  you
• 9:58
  feel
• 9:58
  really
• 9:58
  called
• 9:59
  to
• 9:59
  help
• 9:59
  moms
• 9:59
  who
• 10:00
  maybe
• 10:00
  struggle
• 10:00
  with
• 10:00
  little
• 10:00
  postpartum
• 10:01
  depression
• 10:01
  or
• 10:01
  feel
• 10:02
  overwhelmed?
• 10:03
  And
• 10:03
  you
• 10:03
  want
• 10:04
  to
• 10:04
  help
• 10:04
  them
• 10:04
  in
• 10:05
  some
• 10:05
  particular
• 10:05
  way.
• 10:05
  Maybe
• 10:06
  the
• 10:06
  first
• 10:06
  thing
• 10:06
  you
• 10:06
  try
• 10:07
  is
• 10:07
  some
• 10:07
  coaching.
• 10:08
  You
• 10:08
  want
• 10:08
  to
• 10:08
  get
• 10:08
  them
• 10:08
  on
• 10:09
  the
• 10:09
  phone
• 10:10
  and
• 10:10
  you
• 10:10
  want
• 10:10
  to
• 10:10
  give
• 10:10
  them
• 10:11
  tips
• 10:11
  and
• 10:11
  tricks
• 10:11
  for
• 10:12
  managing
• 10:12
  some
• 10:12
  of
• 10:12
  these
• 10:13
  emotions
• 10:13
  that
• 10:13
  are
• 10:13
  coming
• 10:13
  up
• 10:13
  for
• 10:13
  them.
• 10:14
  But
• 10:14
  maybe
• 10:14
  the
• 10:14
  coaching
• 10:15
  doesn't
• 10:15
  work,
• 10:15
  maybe
• 10:15
  people
• 10:16
  aren't
• 10:16
  willing
• 10:16
  to
• 10:16
  get
• 10:16
  on
• 10:16
  the
• 10:16
  phone.
• 10:17
  Maybe
• 10:17
  they're
• 10:18
  feeling
• 10:18
  so
• 10:18
  sad.
• 10:18
  They
• 10:18
  don't
• 10:19
  even
• 10:19
  know.
• 10:20
  How
• 10:20
  to
• 10:20
  hire
• 10:21
  you
• 10:21
  or
• 10:21
  maybe
• 10:22
  your.
• 10:23
  Trying
• 10:23
  to
• 10:23
  get
• 10:23
  people
• 10:23
  who
• 10:24
  are
• 10:24
  on
• 10:24
  a
• 10:24
  budget
• 10:24
  and
• 10:24
  they
• 10:24
  can't
• 10:24
  pay
• 10:25
  you
• 10:25
  what
• 10:25
  you
• 10:25
  want
• 10:25
  to
• 10:25
  be
• 10:25
  paid.
• 10:25
  Well,
• 10:25
  maybe
• 10:26
  you
• 10:26
  want
• 10:26
  to
• 10:26
  try
• 10:26
  something
• 10:26
  else.
• 10:26
  Maybe
• 10:27
  you
• 10:27
  want
• 10:27
  to
• 10:27
  try
• 10:27
  membership
• 10:28
  instead
• 10:28
  where
• 10:28
  they
• 10:28
  don't
• 10:29
  have
• 10:29
  to
• 10:29
  get
• 10:29
  on
• 10:29
  a
• 10:29
  phone
• 10:29
  with
• 10:29
  you,
• 10:30
  but
• 10:30
  they
• 10:30
  can
• 10:31
  watch
• 10:31
  some
• 10:31
  of
• 10:31
  your
• 10:31
  videos
• 10:32
  or
• 10:32
  read
• 10:32
  some
• 10:32
  of
• 10:33
  your
• 10:33
  blogs
• 10:33
  or
• 10:33
  some
• 10:33
  of
• 10:34
  your
• 10:34
  PDFs.
• 10:35
  Maybe
• 10:35
  you
• 10:35
  want
• 10:36
  to
• 10:36
  create
• 10:36
  some
• 10:36
  sort
• 10:36
  of
• 10:37
  network
• 10:38
  where
• 10:38
  they
• 10:38
  can
• 10:38
  connect
• 10:38
  with
• 10:39
  another
• 10:39
  postpartum
• 10:39
  mom,
• 10:40
  right?
• 10:40
  There's
• 10:40
  a
• 10:40
  million
• 10:40
  different
• 10:41
  ways
• 10:41
  of.
• 10:42
  Serving
• 10:42
  your
• 10:43
  potential
• 10:43
  customer.
• 10:44
  Of
• 10:45
  fulfilling
• 10:45
  this.
• 10:45
  Why
• 10:46
  that
• 10:46
  you
• 10:46
  have.
• 10:47
  But
• 10:48
  you
• 10:48
  get
• 10:48
  to
• 10:48
  figure
• 10:48
  out
• 10:48
  the
• 10:48
  best
• 10:49
  way
• 10:49
  that
• 10:49
  works.
• 10:49
  Now,
• 10:50
  if
• 10:50
  you
• 10:50
  are
• 10:51
  totally
• 10:51
  committed
• 10:52
  to
• 10:52
  only
• 10:52
  being
• 10:52
  a
• 10:52
  coach
• 10:53
  to
• 10:53
  these
• 10:53
  moms,
• 10:54
  It
• 10:55
  might
• 10:55
  work.
• 10:55
  It
• 10:55
  might
• 10:55
  not.
• 10:56
  You
• 10:56
  just
• 10:56
  have
• 10:56
  to
• 10:56
  be
• 10:57
  willing
• 10:57
  to
• 10:57
  be
• 10:57
  a
• 10:57
  little
• 10:57
  bit
• 10:57
  flexible
• 10:58
  depending
• 10:59
  on
• 10:59
  what
• 10:59
  your
• 10:59
  potential
• 10:59
  customers
• 11:00
  need
• 11:00
  and
• 11:00
  want
• 11:01
  from
• 11:01
  you.
• 11:01
  Be
• 11:01
  willing
• 11:02
  to
• 11:02
  pivot
• 11:02
  and
• 11:02
  shift
• 11:02
  a
• 11:02
  little
• 11:03
  bit.
• 11:04
  Now,
• 11:04
  maybe
• 11:05
  you
• 11:05
  have
• 11:05
  a
• 11:05
  why
• 11:05
  that
• 11:06
  is
• 11:06
  so
• 11:07
  big
• 11:07
  and
• 11:07
  scary.
• 11:08
  You
• 11:08
  don't
• 11:08
  even
• 11:08
  know
• 11:08
  how
• 11:08
  to.
• 11:09
  Approach
• 11:10
  it,
• 11:10
  maybe
• 11:10
  you
• 11:10
  need
• 11:11
  to
• 11:11
  break
• 11:11
  it
• 11:11
  down
• 11:11
  into
• 11:11
  smaller,
• 11:12
  more
• 11:12
  manageable
• 11:13
  goals
• 11:13
  in
• 11:13
  order
• 11:13
  to
• 11:13
  not
• 11:14
  get
• 11:14
  stuck.
• 11:15
  So
• 11:16
  another
• 11:16
  example
• 11:16
  of
• 11:16
  a
• 11:16
  why
• 11:17
  maybe
• 11:17
  your,
• 11:17
  why
• 11:18
  is
• 11:18
  simply
• 11:18
  that
• 11:18
  you
• 11:18
  want
• 11:19
  to
• 11:19
  make
• 11:19
  enough
• 11:19
  money.
• 11:20
  To
• 11:20
  support
• 11:20
  your
• 11:20
  family.
• 11:21
  You
• 11:21
  want
• 11:21
  allow
• 11:21
  your
• 11:22
  husband
• 11:22
  to
• 11:22
  retire
• 11:22
  from
• 11:23
  his
• 11:23
  job
• 11:23
  and
• 11:23
  you
• 11:23
  You
• 11:23
  want
• 11:23
  to
• 11:24
  support
• 11:24
  your
• 11:24
  family
• 11:25
  because
• 11:25
  he
• 11:25
  hates
• 11:25
  his
• 11:25
  job.
• 11:25
  Okay,
• 11:26
  great.
• 11:27
  That
• 11:27
  can
• 11:27
  seem
• 11:27
  really
• 11:28
  scary
• 11:28
  and
• 11:28
  big
• 11:29
  and
• 11:29
  totally
• 11:29
  out
• 11:29
  of
• 11:29
  reach.
• 11:31
  For
• 11:31
  your
• 11:31
  information.
• 11:31
  It
• 11:31
  is
• 11:31
  not.
• 11:32
  I've
• 11:32
  seen
• 11:32
  many
• 11:33
  women
• 11:33
  do
• 11:33
  this
• 11:33
  super
• 11:34
  fun
• 11:34
  and
• 11:34
  exciting
• 11:34
  to
• 11:34
  watch.
• 11:35
  But
• 11:35
  maybe
• 11:36
  instead
• 11:36
  you
• 11:37
  just
• 11:37
  start
• 11:37
  with
• 11:37
  a
• 11:37
  small
• 11:38
  goal
• 11:38
  to
• 11:38
  reach
• 11:38
  this.
• 11:38
  Y
• 11:39
  your
• 11:39
  first
• 11:40
  goal
• 11:40
  is
• 11:40
  maybe
• 11:40
  just
• 11:41
  to
• 11:41
  make
• 11:41
  enough
• 11:41
  money
• 11:41
  to
• 11:41
  cover
• 11:42
  gas
• 11:42
  for
• 11:42
  the
• 11:43
  month.
• 11:43
  You
• 11:43
  just
• 11:43
  want
• 11:43
  to
• 11:43
  make
• 11:43
  a
• 11:43
  couple
• 11:44
  hundred
• 11:44
  dollars
• 11:44
  to
• 11:44
  make
• 11:44
  sure
• 11:44
  that
• 11:45
  you
• 11:45
  get
• 11:45
  to
• 11:45
  pay
• 11:45
  for
• 11:45
  the
• 11:45
  gas
• 11:46
  bill.
• 11:46
  Super
• 11:46
  exciting.
• 11:47
  And
• 11:47
  then
• 11:47
  maybe
• 11:47
  once
• 11:48
  that
• 11:48
  happens,
• 11:48
  your
• 11:48
  next
• 11:49
  goal
• 11:49
  is
• 11:49
  to
• 11:50
  make
• 11:50
  enough
• 11:50
  money
• 11:50
  to
• 11:51
  cover
• 11:51
  the
• 11:51
  utility
• 11:51
  bill.
• 11:52
  So
• 11:52
  step-by-step,
• 11:53
  you
• 11:53
  were
• 11:53
  reaching
• 11:53
  for
• 11:54
  this
• 11:54
  big,
• 11:54
  why
• 11:54
  that
• 11:54
  you
• 11:54
  have,
• 11:55
  instead
• 11:55
  of
• 11:55
  immediately
• 11:56
  saying
• 11:56
  this
• 11:57
  business
• 11:57
  has
• 11:57
  to
• 11:57
  support
• 11:58
  my
• 11:58
  family.
• 11:58
  Eventually
• 11:58
  it's
• 11:59
  not
• 11:59
  working.
• 12:00
  Too
• 12:00
  much
• 12:00
  pressure.
• 12:01
  Too
• 12:01
  much
• 12:02
  commitment.
• 12:03
  Right.
• 12:03
  You
• 12:03
  have
• 12:03
  to
• 12:04
  scale
• 12:04
  it
• 12:04
  back
• 12:04
  a
• 12:04
  little
• 12:04
  bit
• 12:04
  so
• 12:05
  that
• 12:05
  your
• 12:05
  business
• 12:05
  can
• 12:05
  learn
• 12:05
  to
• 12:05
  grow
• 12:06
  little
• 12:06
  by
• 12:06
  little
• 12:06
  without
• 12:07
  all
• 12:07
  this
• 12:08
  pressure.
• 12:09
  Again,
• 12:09
  make
• 12:09
  sure
• 12:10
  you
• 12:10
  are
• 12:10
  not
• 12:10
  making
• 12:11
  these
• 12:11
  little
• 12:12
  failures.
• 12:13
  Means
• 12:13
  something
• 12:14
  about
• 12:14
  you.
• 12:14
  Okay.
• 12:15
  So
• 12:15
  when
• 12:15
  things
• 12:15
  don't
• 12:15
  work
• 12:16
  in
• 12:16
  my
• 12:16
  business,
• 12:17
  I
• 12:17
  work
• 12:17
  really
• 12:17
  hard
• 12:18
  on
• 12:18
  ensuring
• 12:18
  that
• 12:19
  I
• 12:19
  don't
• 12:19
  allow
• 12:19
  my
• 12:19
  brain
• 12:19
  to
• 12:20
  slip
• 12:20
  into.
• 12:21
  Wow.
• 12:21
  You
• 12:21
  suck.
• 12:22
  The
• 12:23
  mean
• 12:23
  girl
• 12:23
  talk,
• 12:23
  right?
• 12:24
  I
• 12:24
  don't
• 12:24
  allow
• 12:25
  my
• 12:25
  brain
• 12:25
  to
• 12:25
  say
• 12:25
  things
• 12:26
  like
• 12:26
  you're
• 12:26
  never
• 12:26
  going
• 12:26
  to
• 12:26
  succeed
• 12:27
  at
• 12:27
  this
• 12:27
  just
• 12:28
  because
• 12:28
  one
• 12:28
  thing
• 12:28
  didn't
• 12:28
  succeed
• 12:29
  doesn't
• 12:29
  mean
• 12:29
  I'll
• 12:29
  never
• 12:30
  succeed.
• 12:30
  Even
• 12:30
  if
• 12:31
  30
• 12:31
  things
• 12:31
  don't
• 12:32
  succeed
• 12:32
  doesn't
• 12:32
  mean
• 12:32
  I'll
• 12:32
  never
• 12:33
  succeed.
• 12:34
  Something
• 12:34
  has
• 12:34
  to
• 12:34
  work
• 12:34
  eventually.
• 12:35
  I'm
• 12:35
  just
• 12:35
  going
• 12:35
  to
• 12:35
  keep
• 12:36
  trying
• 12:36
  until
• 12:36
  I
• 12:36
  find
• 12:37
  the
• 12:37
  thing
• 12:37
  that
• 12:37
  works.
• 12:38
  And
• 12:38
  trust
• 12:38
  me
• 12:38
  most
• 12:39
  of
• 12:39
  the
• 12:39
  time,
• 12:39
  it's
• 12:39
  way
• 12:40
  fewer
• 12:40
  than
• 12:40
  30,
• 12:41
  but
• 12:41
  most
• 12:41
  people
• 12:41
  don't
• 12:42
  get
• 12:42
  anywhere
• 12:42
  near
• 12:43
  trying
• 12:43
  30
• 12:43
  different
• 12:43
  things.
• 12:44
  They
• 12:44
  quit
• 12:44
  at
• 12:44
  number
• 12:45
  three
• 12:45
  or
• 12:45
  number
• 12:45
  four.
• 12:46
  So
• 12:46
  just
• 12:46
  keep
• 12:47
  going,
• 12:47
  neutrally,
• 12:48
  calmly
• 12:48
  assess.
• 12:49
  What's
• 12:49
  not
• 12:49
  working
• 12:49
  and
• 12:49
  pivot.
• 12:50
  By
• 12:50
  looking
• 12:51
  at
• 12:51
  your
• 12:51
  business,
• 12:52
  like
• 12:52
  an
• 12:52
  experiment,
• 12:53
  you
• 12:53
  get
• 12:53
  another
• 12:54
  bonus.
• 12:54
  And
• 12:54
  that
• 12:55
  is
• 12:55
  that
• 12:55
  it's
• 12:55
  more
• 12:56
  fun
• 12:56
  when
• 12:57
  you
• 12:57
  look
• 12:57
  at
• 12:57
  it
• 12:57
  with
• 12:57
  all
• 12:58
  this
• 12:58
  pressure
• 12:58
  and
• 12:58
  you're
• 12:58
  just
• 12:58
  so
• 12:59
  over
• 12:59
  committed
• 13:00
  and
• 13:00
  going
• 13:00
  crazy.
• 13:01
  Cause
• 13:01
  it's
• 13:01
  not
• 13:01
  working
• 13:01
  the
• 13:02
  way
• 13:02
  you
• 13:02
  think
• 13:02
  it
• 13:02
  should.
• 13:03
  You
• 13:03
  lose
• 13:03
  all
• 13:04
  the
• 13:04
  fun
• 13:04
  that
• 13:04
  can
• 13:05
  come
• 13:05
  from
• 13:05
  running
• 13:05
  your
• 13:05
  own
• 13:05
  business,
• 13:06
  which,
• 13:06
  you
• 13:06
  know,
• 13:06
  I'm
• 13:07
  a
• 13:07
  fan
• 13:07
  of
• 13:07
  talked
• 13:07
  about
• 13:07
  that
• 13:08
  in
• 13:08
  previous
• 13:08
  episodes,
• 13:09
  you
• 13:09
  can
• 13:09
  just
• 13:09
  calmly
• 13:10
  and
• 13:10
  curiously
• 13:10
  poke
• 13:11
  at
• 13:11
  the
• 13:11
  business
• 13:11
  and
• 13:11
  decide.
• 13:12
  Is
• 13:12
  this
• 13:13
  working
• 13:13
  the
• 13:13
  way
• 13:13
  I
• 13:13
  want
• 13:13
  it
• 13:13
  to
• 13:14
  Nope,
• 13:14
  let's
• 13:14
  pivot.
• 13:14
  Oh,
• 13:15
  this
• 13:15
  looks
• 13:15
  like
• 13:15
  it's
• 13:15
  working
• 13:15
  pretty
• 13:16
  great.
• 13:16
  What's
• 13:16
  the
• 13:16
  next
• 13:16
  step
• 13:17
  where
• 13:17
  Where
• 13:17
  people
• 13:17
  might
• 13:18
  be
• 13:18
  falling
• 13:18
  out
• 13:18
  of
• 13:18
  this
• 13:18
  funnel.
• 13:20
  Now
• 13:21
  final
• 13:21
  thought.
• 13:22
  If
• 13:22
  you
• 13:22
  really
• 13:23
  want
• 13:23
  your
• 13:23
  business
• 13:24
  to
• 13:24
  succeed,
• 13:24
  you
• 13:24
  have
• 13:25
  to
• 13:25
  be
• 13:25
  willing
• 13:25
  to
• 13:26
  scrap
• 13:26
  everything.
• 13:27
  And
• 13:27
  start
• 13:27
  over.
• 13:28
  I
• 13:28
  know
• 13:29
  that
• 13:29
  sounds
• 13:29
  scary.
• 13:29
  And,
• 13:30
  and
• 13:30
  to
• 13:30
  be
• 13:30
  Frank
• 13:30
  it's
• 13:31
  rarely
• 13:31
  necessary,
• 13:32
  but
• 13:32
  sometimes
• 13:33
  it
• 13:33
  is.
• 13:34
  I
• 13:34
  personally
• 13:34
  have
• 13:35
  had
• 13:35
  a
• 13:35
  why
• 13:36
  to
• 13:36
  help
• 13:36
  moms
• 13:37
  find
• 13:37
  more
• 13:38
  joy
• 13:38
  in
• 13:38
  their
• 13:38
  life
• 13:39
  for
• 13:39
  many,
• 13:39
  many
• 13:39
  years.
• 13:40
  But
• 13:40
  for
• 13:41
  me,
• 13:41
  it
• 13:41
  was
• 13:41
  a
• 13:41
  blog
• 13:42
  for
• 13:42
  a
• 13:42
  long
• 13:42
  time.
• 13:42
  And
• 13:42
  a
• 13:43
  couple
• 13:43
  of
• 13:43
  years
• 13:43
  ago,
• 13:43
  I
• 13:43
  realized
• 13:44
  this
• 13:44
  is
• 13:44
  not
• 13:44
  the
• 13:44
  avenue
• 13:45
  anymore.
• 13:45
  It,
• 13:46
  it
• 13:46
  wasn't
• 13:46
  what
• 13:46
  I
• 13:46
  wanted
• 13:47
  to
• 13:47
  do.
• 13:47
  It
• 13:47
  wasn't
• 13:47
  helping
• 13:48
  people
• 13:48
  the
• 13:48
  way
• 13:48
  I
• 13:48
  wanted
• 13:49
  it
• 13:49
  to
• 13:49
  help
• 13:49
  them.
• 13:50
  And
• 13:50
  I
• 13:50
  scrapped
• 13:50
  the
• 13:50
  whole
• 13:51
  thing
• 13:51
  and
• 13:51
  it
• 13:51
  was
• 13:52
  hard.
• 13:52
  Part
• 13:53
  of
• 13:53
  me
• 13:53
  was
• 13:53
  so
• 13:53
  sad
• 13:54
  to
• 13:54
  let
• 13:54
  go
• 13:54
  of
• 13:54
  all
• 13:55
  those
• 13:55
  blog
• 13:55
  posts.
• 13:55
  I'd
• 13:55
  spent
• 13:56
  hundreds
• 13:56
  and
• 13:56
  hundreds
• 13:56
  of
• 13:57
  hours.
• 13:57
  Curating
• 13:58
  and
• 13:58
  writing
• 13:59
  and
• 13:59
  taking
• 14:00
  pictures
• 14:00
  for,
• 14:01
  but
• 14:01
  I
• 14:01
  chose
• 14:02
  that
• 14:02
  decision
• 14:02
  because
• 14:03
  I
• 14:03
  knew
• 14:03
  it
• 14:03
  was
• 14:03
  the
• 14:03
  right
• 14:03
  one
• 14:03
  to
• 14:03
  get
• 14:04
  me
• 14:04
  closer
• 14:04
  to
• 14:04
  my
• 14:04
  why
• 14:05
  and
• 14:05
  to
• 14:05
  make
• 14:05
  me
• 14:06
  more
• 14:06
  money
• 14:06
  and
• 14:06
  to
• 14:06
  be
• 14:06
  more
• 14:07
  successful
• 14:07
  for
• 14:07
  me.
• 14:08
  In
• 14:08
  all
• 14:08
  the
• 14:08
  goals
• 14:08
  that
• 14:09
  I
• 14:09
  have
• 14:09
  for
• 14:09
  my
• 14:09
  business.
• 14:10
  So.
• 14:11
  Don't
• 14:11
  forget
• 14:12
  the
• 14:12
  minute
• 14:12
  we
• 14:12
  get
• 14:13
  too
• 14:13
  attached
• 14:14
  to
• 14:14
  a
• 14:14
  process
• 14:15
  or
• 14:15
  a
• 14:15
  product
• 14:15
  or
• 14:16
  an
• 14:16
  idea
• 14:16
  we
• 14:16
  become
• 14:17
  vulnerable.
• 14:18
  To
• 14:18
  staying
• 14:18
  stuck
• 14:19
  in
• 14:19
  something
• 14:19
  that
• 14:19
  doesn't
• 14:20
  work.
• 14:20
  Let
• 14:21
  that
• 14:21
  pressure
• 14:22
  go.
• 14:22
  Don't
• 14:23
  stay
• 14:23
  so
• 14:23
  committed
• 14:24
  to
• 14:24
  every
• 14:24
  little
• 14:24
  step
• 14:24
  of
• 14:25
  your
• 14:25
  business.
• 14:25
  Be
• 14:25
  willing
• 14:26
  to
• 14:26
  open
• 14:26
  up
• 14:26
  and
• 14:27
  make
• 14:27
  changes
• 14:27
  where
• 14:27
  necessary,
• 14:28
  and
• 14:28
  then
• 14:29
  be
• 14:29
  willing
• 14:29
  to
• 14:29
  see.
• 14:30
  Radical
• 14:30
  success.
• 14:31
  Stay
• 14:32
  calm,
• 14:32
  stay
• 14:32
  curious,
• 14:33
  and
• 14:33
  get
• 14:33
  excited
• 14:34
  for
• 14:34
  the
• 14:34
  ride
• 14:34
  ahead.
• 14:35
  You
• 14:35
  could
• 14:35
  to
• 14:35
  change
• 14:36
  anything
• 14:36
  that's
• 14:36
  not
• 14:37
  working
• 14:37
  at
• 14:37
  any
• 14:37
  time.
• 14:38
  That
• 14:38
  is
• 14:38
  the
• 14:39
  magic
• 14:39
  of
• 14:39
  owning
• 14:39
  your
• 14:39
  own
• 14:39
  business.
• 14:40
  And
• 14:40
  it's
• 14:40
  so
• 14:41
  much
• 14:41
  fun.
• 14:42
  All
• 14:42
  right,
• 14:42
  friends,
• 14:42
  get
• 14:42
  out
• 14:42
  there
• 14:42
  and
• 14:42
  do
• 14:43
  it.