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EP.85: Mastering the Art of Scaling: 1 To Many Offerings | The Ambitious Podcast · Ambitious Podcast

0:00
Like, why do I feel like I have 75 one-on-one clients right now?
0:03
You're a chicken running around with your head cut off.
0:05
I can tell you it's at scale chaos.
0:09
You then get really burnt out because you feel like I can
0:11
never catch up. We really don't have a happy
0:14
medium. You're going to 1 extreme or the
0:16
other. Is there actually a happy
0:17
medium? There is absolutely a way to
0:21
make a customized offer still feel scalable.
0:25
Hello and welcome back to the Ambitious podcast.
0:27
Today we are talking about all things scaling A1 to many
0:32
offering. And this is something that I
0:34
really want to be sure to break down in depth.
0:37
Like I'm talking for the next hour we are going to spend
0:39
together in a nitty gritty detail.
0:41
Because I think as somebody myself who literally helps
0:44
people all day, every day to scale their business, one of the
0:48
things that many people come to me with is the desire to be able
0:51
to scale. But in the pursuit of that
0:53
scaling, not wanting to feel like they're losing their soul
0:58
in the process. And what I mean by that is if
1:01
they have intimacy with clients in the sense of you're working
1:03
with them in a pretty intimate capacity, A1 on one capacity, a
1:07
customized capacity, and then you think to yourself, I'm going
1:10
to take this knowledge, I'm going to take this process and
1:12
I'm going to scale it. Many believe that in order to do
1:15
that, I have to basically make everything completely
1:18
standardized. Everything has to be cookie
1:20
cutter and blueprint. And I don't want to do that.
1:24
And so often then it comes to this place where either they
1:27
feel pulled in one of two directions, they feel pulled in
1:30
the direction of either AI have to make a cookie cutter or I
1:34
have to make it blueprint or the other side.
1:36
Meaning if I don't do that, I'm going to get stuck in tons of
1:39
one-on-one client work and I'm not going to feel like I can
1:42
ever scale. Is there actually a happy
1:44
medium? And today I want to literally
1:46
break down exactly how we achieve that happy medium
1:49
because there is absolutely a way to make a customized offer.
1:56
Still feel scalable? And many people just don't know
1:59
how to do that. So in the next hour, I'm going
2:02
to teach you exactly how to do that.
2:04
And again, this is something that I would say comes up
2:06
probably minimum twice to three times a week.
2:10
Because as I work with people in their product suites and if I
2:12
work with them within, you know, even just thinking of the vision
2:15
of their business, sometimes I map out, you know, what's the
2:18
financial goals. And I would say, you know, well,
2:20
what if we made this offer A1 to many and they're like, no, no,
2:23
no, I can't do that because if I do, then all my clients will get
2:26
put into a blueprint and I don't want to be cookie cutter.
2:29
It. Keeps coming up and it really
2:32
does present and it kind of brings awareness to the fact
2:35
that so many of us believe that scaling has to look one way.
2:39
And I think this is just a prime example of that because so many
2:42
businesses will see other businesses, meaning you've seen
2:45
another mastermind or you've seen another group offer or
2:48
you've seen another, you know, cohort style program and you
2:53
think to yourself, look, that's how I have to run this in order
2:55
to scale it. I don't want to do that.
3:05
So I first want to invite you to kind of go into today with like
3:09
a blank slate. Try to remove any bias you have
3:13
of maybe how you've been taught this is the only way you can do
3:16
business. Maybe you're thinking of that
3:17
other group offer or mastermind that you've once been part of.
3:20
And instead, I want to kind of invite you into a new model
3:23
where you really can have the best of both worlds, where you
3:26
can have, you know, people consistently joining in an
3:29
Evergreen model. You could have people joining in
3:31
a cohort where they all start the same time and they're done
3:33
at the same time. And you can also have
3:35
customization while also not feeling like everything is
3:38
completely chaotic because it's all customized and everything is
3:41
starting from scratch. So let's break down really how
3:44
we do this. You want to offer a customized
3:46
support, but you also don't want to feel like you're a chicken
3:50
running around with your head cut off.
3:51
So we really are typically presented these two paths,
3:54
right? We've got the one-size-fits-all
3:55
or the blueprint and then we have the fully custom.
3:58
Everything is different per client and you feel like you're
4:00
constantly kind of, you know, starting from scratch.
4:03
Here's the problem with the one-size-fits-all When we think
4:06
group or when we think blueprint or we think, you know, anything
4:11
structured, we often times think that something's going to get
4:14
watered down, that we're going to get a.
4:16
Product or a program? That feels like it's very basic
4:21
and with this that it's not really going to be tailored to
4:24
the individual group or their needs.
4:26
On the contrast, we then think about, OK, well, what if I go
4:29
fully custom per client and I can tell you it's at scale chaos
4:35
and it's also very unpredictable because you're doing different
4:39
things per individual that you're working with.
4:43
It's really difficult to scale because you are reinventing the
4:46
wheel every time. And then as a result of the fact
4:49
that you feel like you're constantly creating, you're
4:51
constantly starting from scratch, you then get really
4:53
burnt out because you feel like I can never catch up because I
4:56
feel like I'm constantly trying to create a strategy for this
5:00
person, created a deliverable for this person.
5:03
And everything feels like, why do I feel like I have 75
5:06
one-on-one clients right now? That is because we really don't
5:09
have a happy medium. You're going to 1 extreme or the
5:12
other. It's very black and white
5:13
thinking, right? So when we look at the cookie
5:16
cutter and probably what you know, you're probably going to
5:18
be able to use a couple indicators to tell you, do you
5:22
maybe even have right now a cookie cutter program or maybe
5:25
you yourself have been part of a cookie cutter program.
5:29
So you feel like there's endless modules like you were like I am
5:33
just being put through the wringer of modules.
5:37
It's like 1 training, one video, one master class, if you will,
5:40
after another. And there's no deliverables that
5:44
help you to get direction around integration.
5:47
So it's not like it's being accompanied by worksheets or
5:50
templates or prompts that allow you to take that principle and
5:54
actually integrate it. You also feel like everyone is
5:57
doing the same thing. So if you go into a call or you
6:01
go into talking, maybe to a peer in the program or maybe you're
6:05
doing this in your own offer right now, is that everyone kind
6:08
of gets the same blueprint. Everyone does it the same way.
6:11
No matter what stage you're at, no matter what industry you are,
6:14
no matter. What kind of brand you are?
6:16
Everybody does the same thing and with this that you're going
6:21
to see that like the beginners and the advanced clients are
6:23
typically going to end up in the same program.
6:26
Or you feel like, why am I? If you're more advanced in your
6:30
progress towards your goal, why am I feeling like I'm doing the
6:34
exact same thing as the person who's you know?
6:37
Say 2 years behind me or two stages behind me.
6:40
And so with this, because you have the same blueprint and it's
6:43
all based around these modules, there's a lot of over focusing
6:48
on the curriculum. It's all about the curriculum.
6:50
Like did you do this? Did you do this?
6:52
It's always about just did you do the step?
6:55
Did you do the step and you feel almost like you've seen or maybe
6:58
you've been part of? Experience where you need
7:02
coaching, you need direction, and they don't consider the
7:05
individual contacts they always go back to.
7:08
Well, did you go to the steps? Did you do the stages, Did you
7:11
follow through the, the milestones?
7:14
Right. It's always about the curriculum
7:15
and it feels almost overly focused on the curriculum versus
7:19
the actual coaching of you or for example, for you, for your
7:23
clients. There's also typically this
7:26
really big disconnect that you're going to feel between the
7:29
different types of support. So you might feel like you have
7:31
clarity in the module, but then you bring it to a.
7:34
Call and it doesn't feel clear on how to integrate it.
7:37
And then you have questions and you feel like you're not sure
7:40
how the module and the coaching on the call tied into this
7:43
one-on-one. And then you're messaging in
7:45
Slack and it's all feeling just disconnected and
7:48
discombobulated. Like it's really just everything
7:51
support wise doesn't feel like it connects.
7:54
There's no larger vision of how all these pieces fit into a big
7:59
vision for the program. And then you've got the no.
8:03
Previous preparation, I would say it's considered to be the
8:06
Q&A program, which basically means that the leader or the
8:10
facilitator is not able per person to really get a
8:14
understanding of who should be working on what, who should be
8:18
completing what outcomes or what exercises.
8:21
There's not really a quarterback type feeling with the
8:26
facilitator. It's very much like a yacht.
8:28
Come to these sessions if you have a question.
8:30
Other than that, I don't know anything that you're working on
8:33
or what you're doing versus potentially having someone who
8:36
comes in and if you don't have a question can say, great, well
8:39
then where are we at with AB and C?
8:41
You also will feel like often times if you've been in one of
8:44
these programs that's cookie cutter or you feel like you
8:47
maybe even have one, is that you are feeling like you have to
8:50
serve everybody everywhere. Like it really feels like you're
8:56
trying to just fill all of the gaps.
8:58
And often times we see these programs that are cookie cutter
9:02
designed to be able to take massive loads of people through
9:05
them. Like we're talking, you know,
9:07
masterminds that probably have to the tune of anywhere between
9:10
like 40-50 people potentially inside.
9:13
And that's because it really is a production line.
9:15
It is a, you know, come in the front door, follow the
9:18
curriculum. We just keep pushing you back to
9:19
the curriculum and then get you out the back, right?
9:21
Like it's really, there's not a lot of customization to it.
9:25
And I will tell you. Myself, I have, you know,
9:28
invested in many different programs, many different
9:30
coaches, many different experiences.
9:32
And I myself have been part of these experiences where it is
9:36
very cookie cutter. And you know, myself, I will
9:40
say, I think part of what allowed me to flex that muscle
9:43
as a business coach was helping me just kind of teach myself, if
9:47
I'm to be honest, I would take somebody's curriculum or I would
9:50
take their material and I would then use a critical eye or a
9:54
kind of a critical brain to go through and say, OK, great,
9:57
where can I find myself within this?
9:59
So I'm going to leave that strategy because that's not
10:01
really what I want to do for my business.
10:03
I'm going to take that strategy because it is what I want to do
10:05
for my business. And so I, I always joke there
10:08
was an experience that I had that really like, even though I
10:12
didn't use their materials as like kind of, you know, directly
10:17
maybe as they were intended. I actually really don't regret
10:20
that program at all because I think that program really helped
10:24
me to be able to understand how I think and how I want to
10:28
operate and how I want to run my business.
10:30
And so it really was these experiences though, that made me
10:34
realize that I never want to do a cookie cutter program like
10:37
ever. Like I'm just not interested in
10:38
scaling my business that way. And I always liked the idea of
10:42
custom. I liked the idea of being able
10:44
to integrate. I liked the idea of feeling like
10:46
I could find myself in the strategy.
10:48
And it wasn't just this kind of handed to me thing, but I also
10:52
recognize, as many people do, well, how do we scale that?
10:55
What does that look like? And so even when I was scaling
10:59
my own mastermind, which is the ITI Accelerator mastermind, this
11:03
six month mastermind is designed in the way in which I'm going to
11:06
break down, which is the fact that you guys often hear me talk
11:09
on this podcast on social media about principles.
11:13
The mastermind is created with principles, so it means that the
11:17
woman beside you on a call is not doing the exact same thing
11:21
as you because the areas she's looking to refine in her
11:23
business may be different than the ones that you're refining,
11:27
but in each of the buckets of. Business in marketing and sales
11:31
and team and brand, there are some kind of core pillars that
11:36
we do need to know and that's because those really help us to
11:40
have clarity of what we need to do for ourselves.
11:44
The principles are the same, but the execution is different.
11:48
So I'm going to give you an analogy of kind of how I want
11:50
you to think about this hybrid of a scalable yet customizable
11:55
program. So I want you to think about
11:57
Starbucks. I actually don't know if you
11:59
know us about me, but I used to work at Starbucks for like 2
12:00
weeks. It was a, it was a very small
12:02
amount of time because I realized I didn't want to do
12:04
that. And so when I worked at
12:06
Starbucks, they train you on how to make drinks.
12:08
Well, The thing is, if you go to a Starbucks and you order your
12:13
pumpkin spice latte at one location and you order your
12:17
custom pumpkin spice latte at a different 1, you will generally
12:21
speaking, get the same product. So when you order a custom drink
12:25
in Toronto versus in New York, you should generally speaking
12:28
get the same flavor, the same product delivered to you when
12:32
the drink is made. That is because Starbucks has
12:35
perfected this exact model we're teaching today, which is how to
12:39
have a streamlined through line of your framework while also
12:44
allowing customization. That's why really, truthfully,
12:48
Starbucks broke the brain of the coffee industry because you can
12:51
get soy, you can get almond milk, you can get oat milk, you
12:54
can get extra hot, you can get kids temp, you can get light
12:57
whip, lots of whip, no whip. Like there's all these
13:00
customizations. So if Starbucks had all the
13:03
customizations and they didn't have a framework or they didn't
13:07
have a structure from which to do that, it would be complete
13:10
chaos. The barista would take 7 minutes
13:12
to make each drink because they don't know what they're doing.
13:15
There's no starting point. But when I worked at Starbucks,
13:18
what I really realized and learned is there really is a
13:21
system. There is an equation, and built
13:23
into the equation, they allow customization.
13:26
So for example, when you get a pump of syrup in your Starbucks,
13:32
they go. They literally count it out as
13:34
they pump it. They go short, short, tall,
13:35
Grande. So that becomes the equation
13:39
that you keep talking until basically you get to the size of
13:42
the drink that you want. So if for example, it's a short
13:44
drink, it's two pumps. If it's a tall drink, it's
13:47
short, short, tall, it's 3 pumps.
13:49
So then you really start to see how the drink they want is built
13:54
into an equation. Then you've got, for example,
13:57
the temperature will that really comes down to the steaming stage
14:00
of the milk. And that's where they then say
14:02
great, cross reference the temperature.
14:04
What temperature do we want? It's built into the structure of
14:08
the offer. It's built into the product.
14:11
And I love this analogy because it really shows us that this
14:14
obviously, as we know Starbucks, it can be made at scale.
14:17
This is not something that you're going to see only in a
14:22
very, you know, small boutique business.
14:24
This is something that can be done on a massive scale.
14:28
And the reason that that's possible is because of these
14:30
principles. So I want to break down the
14:33
three core categories that you need to be aware of if you want
14:37
to have a product or an offer that is streamlined to scale,
14:43
but also allows fluidity and customization for the consumer.
14:47
The 1st is what we consider to be the spine.
14:49
The spine of an offer is considered to be the signature
14:52
framework. So it's really the non
14:54
negotiable principles structure framework outline that really
15:00
acts as the bumper lanes for the strategy.
15:02
It keeps everything in line and it keeps everything consistent.
15:05
If you are someone who does not have a signature framework, do
15:08
not worry that we have a separate training that is all
15:11
about signature frameworks. And so that training is a whole
15:15
other podcast. If you search signature
15:16
framework underneath ambitious, you will see an entire training
15:19
that breaks down how to build one of those.
15:21
So head over there if you don't have a signature framework, but
15:24
we want to start first with the spine.
15:26
The spine, again, is those bumper lanes that's based around
15:29
your framework. Those act as a guide around how
15:32
every client or every person is going to go through your
15:35
experience or transformation. Now two, then we have what's
15:38
considered to be the flex, which is the personalized application
15:42
of those. OK.
15:44
So we've got the spine, which is the framework and then Phase 2
15:48
is actually adding an integration of how somebody can
15:52
take that framework and put that into personalized application
15:56
for themselves. And then you've got the third
15:59
stage, which is the touch points.
16:00
These are really understanding. How will you in your execution
16:05
of the principles and helping people to integrate them, how
16:08
will you support people in doing that?
16:09
Will you do that through modules?
16:11
Will you do it through templates, through exercises,
16:14
through quizzes, through one-on-one calls, Slack channels
16:18
a million and one ways that you can do that.
16:20
But we want to understand how can we ensure that the supports
16:25
are designed to meet people with what they need to help them get
16:28
clarity and to help them make progress.
16:31
So I want to start with the spine because the spine is step
16:34
one. If you do not have a signature
16:36
framework, you shouldn't even be in the stage of thinking about
16:39
making it into an offer. Because what it means if you're
16:41
trying to go one to many and you don't have a framework, you
16:44
don't have a rinse and repeat anything, you really are
16:47
completely custom because there's no system to even put
16:50
anybody into. So because of that, we can't
16:53
possibly make up A1 to many offer if you don't have a core
16:58
principle curriculum framework that you can use as the the
17:01
backbone of what you're going to do.
17:04
So we first need the spine, which is that framework.
17:06
OK, so you want to be able to answer, you know, what is the
17:10
transformation? What are the steps?
17:12
So I almost think about if you can visualize for yourself, on
17:15
the left hand side is the start point, on the right hand side is
17:18
the end destination. And I almost want you to think
17:21
about milestones. So I don't want you to think
17:22
about every single step. I want you to think about
17:24
milestones that someone needs to make, ideally to help you to
17:29
know that they're on track. OK, So if I am, for example, you
17:33
know, on a road trip and I want to get to, I don't know,
17:37
California, I would want to know that I'm at X place by X time.
17:41
That tells me that we're at the quarter point of the drive,
17:44
We're at the halfway point, We're 3/4 of the way there.
17:46
It will really help you to see how you're making progress to
17:50
the destination. We need one of those.
17:52
Within your signature framework, you must have a process from
17:56
which you go from point A to point B.
17:59
So we want to look at in each of those milestones, right, in each
18:03
of those phases. So maybe you have, you know,
18:05
phase one is clarity, Phase 2 is creation, Phase 3 is conversion,
18:13
Phase 4 is community. OK, so if we think about
18:17
clarity, we want to say, I mean, this is a random framework that
18:20
I'm using as an example. But if we want to think about
18:22
clarity, you have to be able to ask yourself what is the outcome
18:27
of that? So if someone in your mind has
18:30
achieved the bucket of clarity, what does that mean?
18:34
What does that look like? How would we identify that
18:36
someone has achieved that or that they've done that?
18:39
If we can't really quantify or describe how somebody has
18:44
achieved that, then they can't themselves or you as the
18:47
facilitator know with confidence that they should go to Phase 2.
18:51
And that's where people get lost because they feel like they're
18:54
doing all of these things, but they don't necessarily know what
18:57
they're mastering. They definitely don't know what
18:59
they're making progress through. So you want to be able to
19:04
understand what are the milestones.
19:07
So for example, I'm just going to break down a couple ways you
19:10
can visualize this. Maybe you have a three-step
19:13
journey. OK, so it's all about these
19:14
these three phases. So you got clarity.
19:18
Phase two, let's just say is build and then phase 3 is scale.
19:21
So that's like a three phases that someone your program will
19:24
go through. You also might have core
19:26
pillars, meaning you might have the structure based off topics.
19:30
So maybe one topic is mindset, another topic is strategy, and
19:34
then another topic is systems. So maybe it's not about phases,
19:38
but it's more a matter of mastery of certain subjects.
19:41
OK. You can also in each of these,
19:45
regardless of how you structure it, whether it's about the topic
19:47
or a certain phase you want them to complete, we have to have an
19:50
outcome. We have to have a way to be able
19:53
to understand and know that this person has reached a milestone,
19:56
that they've achieved some aspect of a certain outcome.
19:59
So with this, this is really important because.
20:03
It has everybody anchored to the same journey, but they might
20:07
take it a little bit differently.
20:09
So it helps to simplify your delivery.
20:11
It helps to really not make you feel like you're constantly
20:14
reinventing the wheel. And you can also structure a lot
20:17
of content around this in your program.
20:19
You can structure calls around this and you can also structure
20:23
a lot of your feedback around it.
20:25
And it really the, the feedback portion I will say is so
20:29
important because often times people will come to me and
20:33
they'll say, you know, I have this offer and I'm coaching
20:35
people and I'm giving them direction and I'm giving them
20:38
guidance. But then I feel like I give them
20:41
direction or I give them guidance, but they don't
20:43
necessarily take my advice. Like I feel like they're
20:47
constantly scrambling. They constantly feel confused.
20:50
They don't know what to do. They're just asking random
20:52
questions or I'm giving them advice and coaching and they're
20:55
not integrating it. What do I do?
20:57
And often times this is because you're giving feedback in such a
21:03
way that's not really in reference to anything.
21:07
So how I explain this to clients is like, if you think about the
21:10
analogy of kids, if you say to a kid that you want them to do
21:15
something with no reason to do it, you're like, just do it
21:19
because I say so, right? Like that's just just take my
21:20
advice and go wrong with it and don't ask me a second question.
21:24
The way to get a child to usually listen to you is to root
21:29
it into something. That's a principle that you can
21:31
then have as repetition and consistency.
21:33
So let's just take a very basic one.
21:34
If you tell your kids to say please and thank you, right, you
21:38
might say that there's the two words, the 2 words we always say
21:42
to people when we're talking to them.
21:43
What are they? You're like please and thank
21:44
you. OK, great.
21:45
So then they have a moment 2 weeks later because something
21:48
comes up. They don't say please or thank
21:49
you. You're like, what are the 2
21:50
words? And you're like, please and
21:52
thank you. Like OK, great.
21:54
Another moment comes up. What are the 2 words?
21:56
So what you're doing is you're cross referencing the feedback
22:00
to something that you've anchored into them.
22:03
It allows people to constantly make connections between
22:07
behavior and principal, behavior and principal.
22:10
And they need that principal to anchor the behavior into.
22:13
Because if you just focus on the behavior coaching and you say
22:18
make sure you say please, OK, great.
22:19
Make sure you say thank you, OK, great.
22:21
If you're just asking these random things and there's no
22:24
context as to why, there's no anchor as to a framework,
22:27
there's no principle or value to root into, you find that you're
22:31
just giving constant feedback and you feel like nobody's
22:33
listening to you. And that's because frankly, they
22:35
don't have what they need to listen to you.
22:38
So when we see people who feel like they're doing lots of
22:41
coaching, but the clients aren't getting movement, it's often
22:44
because they're actually not coaching in reference to their
22:47
framework. They're just coaching on random
22:49
situations. So you want to start to, when
22:52
you coach people, give them coaching in reference to the
22:57
frameworks that they're going through and the frameworks that
22:58
they're learning with you. That's.
23:00
The. Fastest way and the easiest way
23:03
to be able to ensure that they get your principal and start to
23:05
integrate it. The other thing that I also want
23:10
to look at is then you know, how does this tie into your content?
23:13
Maybe you have the content inside of your offer organized
23:16
based on these phases or pillars.
23:18
Maybe you have your team might be divided based on these,
23:22
right? So like even for me, my team
23:25
inside of our mastermind is divided based off of our
23:29
curriculum, which is that there's mindset stuff that gets
23:32
covered by the mindset coach. There's also systems and
23:35
operations things that get covered by the systems and
23:37
operations coach inside who's a specialist in that.
23:40
Like these are things that get covered by certain people
23:45
because that's how we've broken down our framework.
23:47
So you really do want to think about.
23:51
How can? We use the material of the
23:55
program to help us support content, team feedback, all of
23:59
those different things. So with this, you want to
24:03
remember this is the anchor, this is the core, this is the
24:06
structure upon which everything else is going to be created.
24:10
So again, This is why it's really important that if you
24:12
don't have a framework, that's the first place we have to
24:14
start. And that's because the framework
24:17
really is the anchor of all of the rest of the pieces.
24:20
So the other thing that I also want to look at then is Step 2,
24:25
which is the flex, which is again, remember the personalized
24:28
application of that curriculum. This is where the customization
24:32
comes in. So the customization is going to
24:34
come in because you want to ask yourself what are non
24:38
negotiables in my process? Where can clients personalize,
24:42
interpret and explore based off of their goals?
24:46
So you want, for example, to have the ability for people to
24:50
find themselves within it. I think that's one of the core
24:52
customization pieces when you have a cookie cutter type of
24:57
curriculum. By contrast, everybody just
24:59
starts at step one. And the reality is when we join
25:03
programs or when we, you know, create programs, they're going
25:06
to be people who have some of the foundational work done and
25:10
they don't need to focus on step one.
25:12
Maybe they've already done that. So when you have a cookie cutter
25:15
program and even what I've seen with, you know, people that I've
25:17
spoken to who've been inside these programs, they got put
25:20
through weeks of work. Like I'm talking weeks of
25:24
modules and training and Q&A and all these things.
25:27
They've been put through the wringer of this work, even
25:31
though they already had it developed, they already had the
25:33
foundations, they already had those pieces established, and
25:37
yet they had to go through it because that was the cookie
25:38
cutter. These are the steps you follow.
25:39
You never skip a step. So one aspect of customization
25:43
automatically that you can go into is to say, can I maybe help
25:47
people to self identify with a certain stage to be the way that
25:52
they discover which one is best for them, right?
25:55
Like, so do we want to have everyone go through every stage
25:58
or do we want to actually maybe say, OK, great, we'll do an
26:01
assessment and see which stage is actually most fitting for
26:03
you? We also with that then might add
26:06
different homework for people when they're starting because
26:09
they are starting at a different stage, right?
26:11
They're not all starting at stage 1 because they're maybe
26:14
too advanced or a little bit further ahead.
26:16
So we're starting at stage 2. Therefore, their actions will be
26:19
different, their homework will be different.
26:21
It's something that will allow that person's journey to be
26:24
really tailored to them. You also want to think about how
26:28
can we use our resources to make decisions.
26:32
So for example, our framework is a track, convert, deliver,
26:36
automate and expand. So you'll hear if you listen to
26:39
it slowly attract, convert, deliver.
26:41
What it means is that I am not going to think about anything
26:45
deliver, meaning your offers until I know that you have
26:49
adequate traffic and marketing. Why is that?
26:53
Because I don't want to make tons of time into an offering
26:57
when we have no interest in it. Or if you're like, I really want
27:00
to focus on my offer, my offer, my offer, but you have no sales.
27:03
You have no interest in conversions or conversations or
27:07
you're losing sales everyday that you're having conversations
27:10
for people who would have been interested in that offer.
27:13
I want to look then at sales, which is to say, OK, great.
27:16
Let's look at marketing first, check, then we go to sales
27:19
check, then we go to delivery. And I do that because my model
27:23
is also broken into a decision tree, which means that we need
27:28
to keep the lights on in any business, right?
27:30
So a lot of the time, I know when people scale, they often
27:34
times want to really dive into like click up in the back end
27:37
and brand and team development. And SO PS and like, you know,
27:41
websites and all these things, like all this complexity.
27:44
And what I look at is to say, are you attracting people that
27:48
you want to be working with consistently?
27:49
And of the people you're attracting, are you converting
27:51
them consistently? I will not talk about anything
27:55
else in your business until we make sure that that is happening
27:59
in some capacity or you have a plan that you're integrating to
28:01
make it happen. Why is that?
28:05
Because it means if we don't have leads and if we don't have
28:08
sales, why would we ever focus on everything behind the curtain
28:11
that none of those people can see?
28:13
It means that you will in short order 30 to 90 days, you will
28:18
not have income coming in to make any of what you're creating
28:23
even make sense or matter. So it really means we need to
28:27
keep the front end burning to make sure that anytime we focus
28:31
on anything back end or behind the curtain that people can't
28:34
see that we have leads that are coming in.
28:38
So you'll see my framework is also not only designed in
28:41
buckets and phases, but it's also broken down to help be a
28:46
decision tree. So it's something that helps you
28:49
to understand what you focus on when and why.
28:52
And in each of these these buckets, you can also go through
28:55
them again. So it means that you can, for
28:58
example, have a core marketing channel and a core sales process
29:01
and a core offer. And once you go through those,
29:04
you set up systems and you make sure it's all dialed behind the
29:06
scenes. You can go back to the front and
29:08
do it again for TikTok and go back to the front and do it
29:10
again for your podcast. It's meant to be cyclical.
29:13
So it's a never ending journey that they know when they've got
29:17
this all done, what should they do next?
29:19
They go back through and they master the next level of
29:21
principles. You'll see that there's
29:24
intention around this. It's not about slapping a bunch
29:26
of random words together and a bunch of random phrases.
29:30
This needs to really be built into something that is the core
29:34
and and the center of your curriculum.
29:35
And that's what allows people to customize underneath it.
29:39
You also within each of these, one of the things that I know,
29:43
and I had an experience years ago, someone said to me that
29:46
they were, you know, inside of an offering.
29:48
And they said, you know, I am somebody who's not a auditory
29:51
learner, and they were not somebody that found that they
29:55
could really integrate information unless they had
29:57
something to integrate that information.
29:59
And So what we found was that when I asked them about the
30:03
experience, they said, yeah, everything is video.
30:06
There's no resources at all to integrate literally anything.
30:10
And so when we started to flush that out, I realized there's
30:14
this aspect of integration that a lot of programs are missing,
30:18
which is that you believe that because you record videos or
30:22
because you have a slide deck even, that that means that every
30:25
person who's ever consumed it digested that information and
30:29
found it helpful and integrated it.
30:32
Not necessarily. And I, this is also kind of as a
30:35
side note, why I believe heavily in the feedback of programs,
30:40
because I think that you need to ask your clients what would be
30:43
most helpful for you? What am I missing?
30:44
Basically, is there anything that I'm, I'm, you know, miss
30:46
the mark on that maybe you need or that would assist you in
30:49
integrating? And So what I really want to
30:53
look at with the flex portion and personalizing it is you can
30:57
only give custom feedback. You can only give custom
31:00
coaching based off of something you have to reference.
31:02
If you don't have anything to reference, you're basically just
31:05
randomly coaching, which is what creates that chaos type feeling.
31:09
So this is also really impactful for the clients by the way,
31:13
because it also helps the clients to feel like you see
31:16
them, to feel like you really understand where they're coming
31:19
from, their experience, where they're starting, and also that
31:22
you're not building, you know, 12 or 15 different types of
31:28
strategies and programs. They can see the through line,
31:31
they can see the consistency that's happening throughout.
31:35
And you are also going to find with allowing customization that
31:41
you're actually probably going to see more consistent results
31:44
because you have a through line of what everyone's doing, but
31:47
people are allowing it to feel like it's theirs.
31:49
It's not like I'm being handed something to believe in.
31:52
Believe in this and you'll succeed.
31:54
You're really allowing them to find themselves within it.
31:57
And so because of that, you have the consistency of the
32:00
framework, but the customization of allowing them to see
32:02
themselves in it, which in turn creates a lot more connection to
32:07
what it is that you're teaching and ultimately allows a lot more
32:11
consistency. So your team also needs this to
32:16
be able to provide on your behalf.
32:18
So this is the other thing I want to say if you are even
32:21
considering Co coaches or Co facilitators or somebody to
32:27
assist with delivery, please let this be your indicator that you
32:31
cannot have or you should not have somebody inside of your
32:34
offer to assist with delivery. If you do not have a delivery
32:38
framework, it means, and I will tell you this first hand because
32:43
I have gone through experiences where you know, very, very early
32:47
in my journey, I was in an all women's program and I was passed
32:51
off to a Co coach. And I remember this experience
32:56
vividly because on one call with her, I would get one type of
33:01
coaching and it was like she would say you know, your
33:03
strategy for the week is blue and I'm like, OK, great.
33:06
So I'd go do my blue strategy and then I would talk to the Co
33:10
coach like great, your strategy for this week is red.
33:13
And I'd be like, what? Because one person would say one
33:17
thing and the other person would say the other thing.
33:19
Why'd this happen? Co coaches are often off center,
33:23
off beat with the original coach because there isn't a
33:27
streamlined structure. There aren't decision trees,
33:30
there aren't core frameworks that they're referencing and
33:33
coaching you. They don't have tiers of
33:36
evaluation of things that they're giving you as direction.
33:39
So what it really ends up is it's a free for all.
33:42
Whatever each coach decides to give you as advice, that's what
33:45
they give you as advice. And this is also why those same
33:49
programs that don't have this through line also have a lot of
33:53
variety within their results. You've got one client who's with
33:57
Coach A and they're crushing and they're doing incredible within
34:02
the program. And then you've got Coach B over
34:04
here and all of their clients seem to be struggling.
34:07
And then the owner of the company is like, I can't figure
34:10
out why this is happening. Often times it has nothing to,
34:14
you know, do with other than the fact that maybe Coach A is using
34:17
intuition that happens to be more on on beat and Coach B is
34:21
using intuition and theirs is maybe not as close in reference.
34:26
The reality is though, you don't want people, especially when
34:29
you're having someone interact with your clients.
34:32
You don't want people to be always operating from a custom
34:34
type perspective. You want to make sure that when
34:38
you give somebody your client and you're having someone to
34:42
help you to scale and you're delegating that you're doing so
34:45
in a way that is streamlined and structured and most importantly
34:49
ethical so that the person who's going through doesn't feel like
34:51
they're getting 15 different types of coaching at the same
34:53
time. And I want to make it very
34:55
clear, like I believe in Co coaches when done effectively, I
35:00
believe in Co coaches. I have peers that have Co
35:02
coaches in their programs and they are incredible.
35:05
Like I would say probably in some of them, the Co coaches in
35:09
the program are better than the coach themselves.
35:11
Like it's, it's definitely something I will say I have seen
35:15
do very well and be very effective.
35:18
Now it has to be done right. So that's why I think a lot of
35:22
people, in my opinion, have this belief that like Co coaches are
35:25
a bad thing. Co coaches are not a bad thing
35:28
inside of a program. Poorly trained, poorly
35:31
structured programs with Co coaches are a recipe for
35:34
disaster because that is really each person having a free for
35:37
all and no one really knowing what they're doing.
35:39
So in that case, maybe you've been part of one of those
35:42
experiences, which is kind of potentially what turned you off
35:45
of the idea of Co coaches. But when we think about, you
35:48
know, step A again, remembering that the OR step #1 remembering
35:52
the spine, that's the structure, the framework.
35:54
The thing that we're going to anchor into two is asking
35:57
yourself, how do you want to help people to integrate the
36:00
customization? Is it through calls?
36:01
Is it through templates? Like how how are we actually
36:03
helping people to do that? And how are we using the
36:06
structure in the sense of which part of the structure are you
36:09
allowing customization and which part of the structure are you
36:11
like, no, this is firm, It's a non negotiable.
36:13
Then you want to actually think about how are you structuring
36:16
the offer itself. So this is really where delivery
36:19
happens. So how you make it personal,
36:22
even if it is a group style offering.
36:25
So for example, live coaching calls, one of the things that we
36:29
do to allow with customization, ours is a hybrid.
36:31
So it's not it's not entirely group.
36:33
So we do have one-on-one calls and ours, but if either or if
36:37
you're similar to mine is the hybrid or if you want to have it
36:40
all group, the great way that we find works for helping
36:45
customization is hot seat coaching.
36:48
It really allows people to come with the things that they are
36:51
specifically working on navigating and producing, and it
36:55
allows them to feel like they can get the advice for what they
36:57
need for where they're at. They're not having to talk about
37:01
something that someone else is talking about just because
37:03
everyone's on the same blueprint.
37:04
So they can come with their specific issues or with their
37:07
specific topic and dive into that for themselves.
37:10
I also find private feedback, so meaning one to one style
37:14
feedback. So for us, we do things like
37:17
sales call feedback. So if you have a sales call,
37:19
I'll go through that and say for your call, here's what I'd
37:22
recommend for you. We also do project feedback.
37:25
So basically if you, let's just say, write a sales page using
37:29
one of our structures, you can then send that to me and I will
37:32
give you feedback on the copy, the structure of the strategy
37:35
and psychology around that sales page.
37:37
It also could be, for example, DMS, we've had people who've
37:40
shared DMS with us and said, hey, can you coach me on how to
37:43
better, you know, sell within these DM conversations?
37:47
So that's also been something we've done.
37:49
So it also allows people to feel like they themselves and their
37:53
business can be seen. It's not like, you know, these
37:55
are the steps and go take it and run.
37:58
We will go and say, well, for your sales page, what I'd
38:00
recommend is this or for your industry in the DMS, here's what
38:04
I recommend. Or for your sales calls, you
38:06
specifically need to focus on this, this, this.
38:09
So we're giving personalized feedback, but again, anchoring
38:12
it to our principals. So I find the private audits.
38:16
Really do help with that customization Slack.
38:19
So we have one-on-one Slack support and group support.
38:21
And So what we find is the Slack also allows people to ask
38:25
personalized questions to what they're navigating and what's
38:28
coming up. So like in a given week, you
38:30
might have one girl who says, you know, I got a speaking
38:34
opportunity and has a question about pitching herself for
38:37
pricing. The next person has a question
38:39
about running the PNL that she wants for her margins she's
38:42
looking for, which is financial. And then the next girl is coming
38:45
to us saying, how do I increase retention?
38:47
So they're all able to ask different types of questions for
38:50
different stages of what, again, they're working on.
38:54
And then the other thing I think is also great is looking at
38:58
workshops. I find workshops have been
39:00
really loved by our clients because the workshops are
39:03
something that allow them integration again of the
39:06
principles, but in a way that's custom to them.
39:08
So one of the ones we did most recently in Accelerator is that
39:11
we did a workshop where all the women brought their concepts for
39:16
marketing. So basically we had them use our
39:19
principles and our frameworks to bring concepts to that meeting.
39:23
And when we all got in the workshop, what we did together
39:26
is we helped everyone to have creative ideas about how they
39:29
could through media. So through a, you know, talking
39:33
video, a series, you know, all different basically styles of
39:37
media, we came up with media and creative ways to stand out in
39:42
their industry for those concepts.
39:45
So they basically brought, you know, I want to talk about these
39:47
three things. I want to do a mistakes post.
39:49
We would talk about the media in the way that they could deliver
39:52
that. But again, it's custom to them.
39:54
So one person was a bookkeeper, the other one is a marketing
39:56
strategist, and the other one was a social media manager.
39:59
And so all of them are in different industries and yet
40:02
we're able to get custom ideas for each of them.
40:04
So some agencies, some coaches, some consultants, some course
40:07
creators. All are getting ideas within
40:10
this call and that's because it was workshop, meaning it was
40:13
integrated. It wasn't this big theory of a
40:17
huge principle. And they're kind of like, OK,
40:19
what, how does this make sense for me or what does it look like
40:20
for me? They were able to find
40:22
themselves within it. So what I find is with the
40:26
supports like we have, we haven't like a high level
40:29
summary yet. We have an initial kickoff call
40:31
that's a one hour kickoff with me and that basically it's a
40:34
deep dive and build up their strategy.
40:36
Then they have custom one on ones the top of every single
40:38
month that they got. You've got, you know, twice a
40:41
week hot seat coaching, which is again more kind of 1 to 1
40:44
integration. You've got Slack, which is more
40:46
one-on-one integration and there's really all these places
40:49
of customization. But even if you removed the
40:53
one-on-one kick off call and the one-on-one calls they get each
40:56
month, you still have customization and everything
41:00
being group. So you don't necessarily have to
41:02
have it be a hybrid model in order to be able to see how
41:07
people would get their stuff personally integrated.
41:10
Now. Often a question that I get
41:11
though is that people will say, OK, well, how do I keep track of
41:14
these clients? They're all at different stages.
41:17
This is where, if I'm going to be really honest, you need a, a
41:19
client management system. You need to have something where
41:22
you anchor into organizing what everybody's working on because
41:27
that really allows you to use your framework as the reference
41:31
point for how someone is tracking their progress.
41:35
So some things that I do, I have kind of like client coaching
41:38
notes. So basically at the end of our
41:40
sessions, what I will do is I will take notes of what we
41:43
worked on and also what we're basically looking at next.
41:46
Our blueprint also helps with that.
41:48
So the blueprint is a literally like a two page document that is
41:51
custom per person of their specific outlined blueprint and
41:54
action, action steps. We also have our hot seat calls.
41:58
So that on the hot seat calls, I'm also taking notes that
42:01
mentally note for myself who's working on what, what resources
42:05
maybe could someone benefit from seeing or getting things like
42:07
that? And I also find that, you know,
42:11
the the client management helps you also really have a visual
42:15
aid of how someone is spending their time in the program.
42:18
So is somebody feeling like they're spending time on the
42:22
same things over and over and over again and they're kind of
42:25
talking to the same things over and over again?
42:27
Or are they finding that, you know, they are moving pretty
42:30
quickly through the curriculum? You can see, for example, if you
42:33
talk to the same person for six weeks about the same topic, it
42:36
might be time for you to kind of go back to the drawing board and
42:40
say, OK, great, why are we talking about this again?
42:42
Like what's the sticking point here?
42:43
Let's get into this together. And I also find that you inside
42:48
of a program like this will also find that by having it be able
42:52
to be customized, you're also really able to use the supports
42:57
this way to tailor to the needs of the group.
43:00
So for us, I've like we have a bi weekly group training that we
43:03
do. So every other week.
43:05
I basically do like a new master class inside the program type of
43:07
equivalent. And with those trainings or
43:11
workshops, what I find is that because I'm able to have this
43:14
customization aspect, I'm able to customize the content over
43:17
and over and over again. Again, in contrast to a cookie
43:20
cutter program you might have, you know, these are the 17 steps
43:23
and all you have is just tons and tons and tons of Q&A.
43:27
Like you don't really have a lot of customization because it's
43:30
really here's the curriculum, do you have a question?
43:32
Here's the curriculum. Do you have a question and you
43:34
feel like you're there's not really a lot of adapting to the
43:37
group and what they're looking for or need because everything
43:40
has been structured around literally just follow the
43:44
curriculum and integrate it. And I don't want to like ask no
43:46
questions and don't focus on anything else.
43:48
So when we're looking at the idea, right, of trying to think
43:52
about something that is, you know, one to many and that helps
43:56
to go scalable, but also customized.
43:59
Remember there's a couple core components.
44:01
Stage 1, you have to have that framework.
44:03
You have to have the phases, the pillars, the spine, which is the
44:07
signature framework of your offer.
44:09
Two, you have to ask yourself what is non negotiable and then
44:12
what can be variable, what can be customized?
44:15
What are things that allow me to kind of find the client within
44:19
the framework? And then third is to then ask
44:22
yourself the touch points, which is how do you intend to use the
44:26
delivery of the program to integrate that customization?
44:30
So what's non negotiable, what can be cost customized and then
44:34
how do you plan to use the support to customize it?
44:37
That really are the series of the three buckets of questions
44:40
that you have to be able to answer once you have those 3
44:43
phases. Once you have those three steps,
44:45
you will have a program or an offering whether again group and
44:49
just entirely one to many or if you have it more hybrid where
44:52
it's one-on-one end group. It doesn't matter.
44:54
Once you start to have those two pieces of clarity, sorry, the
44:58
three pieces of clarity and those three steps outlined, now
45:01
we're cooking. Now we really have a overview of
45:04
exactly what we need to build the actual offer.
45:09
What I find instead is that people will build the offer.
45:11
They never think about the structure or strategy around it.
45:14
And then they end up with a lot of random resources, random
45:17
trainings, none of which fit into each other.
45:19
And you think, how does this all come together?
45:22
And so that's really what I find is, is the core of a well
45:27
structured one to many offer. And I wanted to talk with us
45:30
today because I think so many times when we look to scale, we
45:35
kind of scale out what allowed us to scale in the 1st place,
45:38
right? So I remember when I was even
45:41
scaling my business, I had a lot of advice, which was like no
45:44
custom everything, blueprint, everything cookie cutter like
45:47
that's it. And I remember at the beginning,
45:49
I kind of didn't resonate with that because I thought, I don't,
45:53
I don't want to feel like a number in someone's business or
45:55
in someone's programs. Like why would these clients
45:57
want to feel like a number like that doesn't make any sense.
45:59
Why would they want to feel like they're in a production line?
46:02
They don't have any extra thoughts or feelings or
46:04
customization. Just follow the steps and don't
46:06
ask questions. And I found that the more and
46:10
more that I understood the cookie cutter or the blueprint
46:12
model, the more and more I didn't like it because it made
46:15
me feel like I was becoming a carbon copy of, you know,
46:20
truthfully, this is where the coaches who coach coaches, who
46:22
coach coaches and things come from.
46:25
We really are creating duplicates of us.
46:27
And that's not what business coaching or your coaching, even
46:30
if you have a fitness program, it doesn't matter.
46:32
It's not about creating a mini you and it's not about me
46:35
creating a mini me, which is why we can help agencies and we can
46:40
help food bloggers and we can help course creators and and
46:44
authors and podcast hosts and all these different people to
46:47
grow their brands and business. And that's because the
46:49
principles are the through line. They're the same.
46:52
But it allows me to work with a variety of industries.
46:54
And I realized the reason that the cookie cutter or the
46:57
blueprint is so heavily emphasized, right is because we
47:00
are told that that's the simplest and frankly it is.
47:05
They're not wrong. Like when you go to certain
47:07
places and you go in, I'm not sure if that because I'm
47:13
Canadian, I'm not sure if they have this in the States, but
47:14
they have a company here, Harvey's, I think they have in
47:17
the States, but Harvey's and Harvey's allows you to customize
47:20
the toppings on your burger. That's a very different
47:22
experience than if you go to a McDonald's and you say, I want a
47:25
Big Mac, right? There's like, here's your
47:27
toppings, here you go. One is designed for
47:29
customization, the other one is not.
47:31
Subway is another great example of this model.
47:34
You have the classic toppings that come on the sub, but you
47:37
can also customize them if you'd like.
47:39
You can see endless models of this, but you can also find
47:42
endless models of the cookie cutter.
47:44
And I think this is really a decision for you of what kind of
47:47
business do you want to be Because frankly, both of them
47:50
are scalable. Both of them can work.
47:52
Both of them can help you to have a massive business.
47:55
So I don't want you to feel that by doing cookie cutter for
47:58
whatever you know reason, it means that you're more safe or
48:02
that you're more scalable or that you can take on more
48:04
clients. Both of them can serve endless
48:07
amounts of clients. Both of them can serve people in
48:09
a very different way. It's really about asking what is
48:13
that journey for you, for your offer, for your program really
48:16
look like and how you want to design that.
48:19
So I want this to be an invitation for you to maybe go
48:22
through your own product. Maybe you're creating a product.
48:25
Maybe you want to go through your own offer right now and
48:27
say, do I feel like this has a structure?
48:29
Do I have a strategy to what I'm doing?
48:31
And do I feel like there's actually bones here of why I do
48:36
what I do and how I do it? Because if not, you will see
48:40
this show up in things like retention.
48:42
You'll see it show up with people not feeling they're
48:44
getting what they want out of the program.
48:46
You'll see this in clients coming to you and feeling
48:48
totally lost and not really sure what the heck's going on or how
48:50
things work. You'll see this in the sense of
48:52
your team feeling like they don't know what the heck to do.
48:55
And also you're going to feel frustrated because you're going
48:58
to feel like as soon as I try to scale this thing, I feel like
48:59
I'm getting pulled right back in and no one can do it like me.
49:02
That is not true. But it is going to be felt
49:06
because you don't have this type of structure established.
49:09
So I will say this is something that I know obviously I usually
49:13
teach this in a couple hours. And so this would not be
49:16
something I would usually expect you to just kind of like know
49:19
out the gate when it comes to how to build this.
49:22
But I will say, if you are somebody who feels like you are
49:27
hearing this today and you're like, I really need a new
49:29
approach for my, for my offer, I really need to like dial this
49:32
in. Let this be your invitation.
49:34
My DMS are always open. I would love to chat through
49:36
with you if you have any questions, any curiosities,
49:39
slide into my DMS. I would love to see how I can
49:41
best support you with this because it is something that is
49:43
pretty robust that helps to obviously have a second set of
49:46
eyes to say, OK, here's basically what I'm seeing you
49:49
do. But this is also, by the way,
49:51
exactly what we do for clients. Our program is structured this
49:53
way. And also we help other clients
49:55
to structure their programs, programs this way.
49:57
So if you want help with doing that, you guys know where to
49:59
find me. But I also just want to take a
50:00
second to say a massive thank you.
50:02
We have, as I've recently been just really connecting with
50:06
people like yourself who listen to the show every single week.
50:09
So if you are one of our OG listeners and you know who you
50:11
are, thank you for tuning in every week.
50:13
It means the world to us. And I just want to say, you
50:16
know, myself, obviously I'm the face that you see each week or
50:18
that the person you listen to in your in your ears every single
50:22
week. But we have an amazing team of
50:23
women behind this podcast who I will just say are truly the
50:28
thing that are making that's making this whole thing what it
50:30
is. And so all of the the editing
50:34
and the incredible guests and all of that is really very much
50:37
a team effort. So I just want to say a massive,
50:40
massive thank you from us and from myself for just all the
50:43
love and all the support that you guys are giving to this
50:45
podcast. With all of the support, it
50:47
really does allow us to be able to get even better.
50:50
And you know, even more targeted guests on for you to talk about
50:54
the things that you want to know, to create resources for
50:56
you that are going to be helpful for you and for your journey to
50:59
create community for you of other women just like yourself
51:01
and just so much more. So I just wanted to say a
51:03
massive thank you because this would not be what it is and
51:06
wouldn't be becoming what it is without your support.
51:09
And we couldn't do any of it without you.
51:11
So just want to say a massive thank you for tuning in every
51:13
single week. It means the world to me and to
51:15
us. And I hope today was helpful.
51:16
I hope you are going to go audit the crap out of your program now
51:19
and that you're going to potentially take this one to
51:22
many and make it scalable in a way that really feels like it's
51:25
you. So hope today was helpful.
51:27
I will see you on the next episode.
51:29
And, as always, stay ambitious.