3 Steps To Starting (Or Fixing) Any Business

what's going on everyone uh i want to uh share a one-on-one conversation they had with a buddy of mine from high school uh who just started his own business uh and so he was texting me and uh he was he was saying hey you know i've got this offer and my value ladder and i want to get your feedback on it uh and before i looked at i said you haven't made a sale right and he was like yeah he said i'm worried about being stuck uh with providing fulfillment because i'm just doing too much and i'm offering too much and i was like right so you haven't made a sale yet and he was like yeah i was like okay uh you need to get over that and i said what's the price and he said 4 800 for 10 weeks and i said listen man just give so much that you feel like the person would feel stupid saying no all right don't try and fix your non-existent overwhelmed fulfillment issue when you haven't even made a sale yet all right close a deal then another and then once you are overwhelmed you then have the then you can start dealing with it and the benefit is that once you've made sales you will have the money from the sales do you have resources to deal with the problem and so this is something that i see all the time right people will they'll try and solve issues that don't even exist i have somebody like this example right he's like i don't want to be overwhelmed with all this fulfillment i'm like dude you don't you haven't even made a sale yet right sell the world right sell everything you possibly can to get them to say yes and then what happens is you're going to start making money and then at that point you can start peeling back the things that take the most time that are not as valuable but in the beginning you just have to create flow so one of the rules that i always have is create flow monetize flow then add friction all right in that order so once you have demand it means you're making a good offer of some kind then you are getting people to say yes which means you make an offer that's so crazy that someone would be stupid to say no and if that means selling your time selling one-on-one stuff doing flying out to their house or driving over every day whatever it is even if it's unreasonable stop thinking about scale before you've even had the ability to have a single sale right it drives me nuts because i'm like dude you're trying to solve a problem that doesn't even exist it's like when i would have guys who come into the gym and they'd be like hey well you know i want to get bigger but i don't get as big as you and i was like you're not going to sneeze and [ __ ] get jacked all right i was like there's a million steps between where you're at and where i'm at and believe me it won't happen on accident right and so they're like well i don't want to get to like they're trying to solve problems they don't even exist i was like why don't you why don't we start with making you look like you even work out why don't we start there fair enough right and the thing is like why don't we start with you actually just getting a sale before we even talk about what your fulfillment optimizing for profit even looks like right and so anyways he sent me the big graph of like what he's looking at and i was like it's fine dude just sell the world and deliver right none of it's going to even matter because they're not going to remember any of it they'll just remember how they feel and how well you understood their problems right and if the solution felt unique easy to understand and easy to believe that it would work for them right um and so he was like yeah it makes sense it's crazy how much of this has been like just removing my own self-limiting belief and i was like yeah money's made in your mind first right poor people have poor beliefs you can't if you're walking towards a door right before you go and turn the knob you envision yourself turning the knob everything happens in your mind before it happens in reality and if you can't envision yourself actually making money doing it then there's no way it's going to happen poor people expect poor outcomes right rich people expect rich outcomes and they don't accept outcomes beyond that they don't make decisions unless they feel like that outcome is possible right and so what happens is those poor beliefs keep people poor all right and so anyways i was like listen man stop obsessing over whether what you're gonna include or what the little offer stack is i say just give away the farm all right make some sales and then when you have money and a business then you can worry about optimizing but for now you're solving around a made-up problem that doesn't even exist you have no fulfillment issues because you have no clients all right sell first over deliver and then optimize for profit all right and so this was just a process that i just see is a mistake that i see happen so many times and if you were starting out sell everything sell the most insane offer you can possibly think of get someone to say yes first all right and then get another person to say yes and if you're like man i'm so overwhelmed that's okay you're supposed to be overwhelmed it's normal especially if you're starting out all right but you're gonna start learning how even to sell right and you're gonna start learning okay well this is something that i'm offering that might have been really valuable in the sale but is actually really easy to fulfill on and something else that i promised out to fill on they actually didn't care that much about it but now it's taking all my time and over time you can start peeling those people pieces back and making it into an offer that's both profitable and attractive to the prospect but when you're starting out you don't know and so the best thing in my opinion is to just stack as much valuable as possible to get them to say yes all right and so what that means is you don't have to be exceptional at sales in the beginning because what you do is you give something you give an offer so good that someone feels stupid saying no and

so what i'll do is i'll wrap up with uh the story of how i learned this and so when i was uh 23 i went to a conference and i paid three thousand dollars for a weekend conference and it was three thousand dollars of money i didn't have and it was run by a guy named travis jones he went by tj and he was a business coach and i remember when i was there he'd offhandedly mentioned he made a million dollars a year and i was like man i just want to be this guy right i was like i'll do anything to be this guy and everyone there was a business owner except for me and i was way over my head they were talking about like ctrs and conversion rates and you know cost per leads and i was like i don't know what's going on and so anyways during one of the breaks he came up to me he saw that i was like way over my head and he was like hey man do you want to know the secret to sales and i at this point i was learning what the term sales meant i didn't even know what it meant really honestly um and i was like yeah like tell me the secret to sales and so i like pulled my notebook out and i was like i just like didn't want to like miss anything and he said make people an offer so good they would feel stupid saying no and for me it was this huge moment and i underlined it i wrote it down i circled it and it was at that point that i realized that i could still make money even if i wasn't good at sales i just had to make an offer that was good enough that they would feel stupid saying no and so that means if someone said no i could keep adding things until eventually they said yes and that was one of the biggest epiphanies that i had in my life was realizing that if i could just keep going and keep adding value eventually they would say yes and so instead of cutting prices i would keep my price and just add more than anyone else could even imagine so much so that it would be ridiculous and i was willing to scale the unscalable in the beginning because i just needed people to say yes and start the flow right get the flow monetize the flow then add friction and so it was one of the most important lessons of my life it's one that stuck with me through my entire career and in remembering this is i'm now getting you know i'm helping my friend from high school i've got my neighbor who's starting their entrepreneurial journey it's really reminding me of some of these lessons earlier on and i just uh hope i hope you don't mind me just sharing them with you as we go so anyways keep being awesome lots of love i'll catch you guys soon bye