You're Not Behind: My System for Outworking Everyone

if you're a business owner or work for one this presentation may be the most tactical thing that I can do to make you money I think this one's going to be a really big hitter which is why I wanted to do it live to you guys um so let me ask you guys a question who believes that you have to work hard to make money real question okay who believes that no one can outwork them okay good I have at least some honest people in this room um well I'm going to attempt to prove some of you wrong who believe that you can never be out work because I see that on the internet all the time and it drives me banana um and the reason this is so important defining work is that all of us claim to work every day and yet most of us can't even Define the word and so how do you define work so we can use the science definition which is you know work equals force time distance problem is that that's not very useful for knowledge workers for what we do uh do we use the time on clock definition you know time spent working as our inputs prob is you know work 16 18 hours a day and so if everyone is already doing that then how can one person work harder than another okay okay um so then do we Define it by how hard you try so the effort that you expend is the work that you do well do you want participation trophies and people just saying like yes you tried your hardest is this how you want your employees to gauge themselves well I tried really hard even though I suck it's like well okay and so if it's if work isn't four times distance if it's not just the time you put in and if it's not just how hard you try then what is work and so we better be clear on what it is we're trying to to do to make money right if we're going to do more of it to make more money and so this is my definition which is work equals outputs and outputs equal volume times leverage so some of you guys have seen this for me before and the Plaine is the number of times you do something times how much you get out of each time you do it fundamentally that's what it is and so the next question that follows is well then how do we work faster or how do we do more work per unit of time and so that's volume times leverage divided by time and so the plain speak is output per unit okay and so if you want to the most per unit of time please pay attention because I do think that this will help you and so how can we get more out of the time we put in which in the game of business is money and so now everyone's like attention you know perks up they're like ah that that stuff I would like that and so visual for you so volume is the number of times you do the thing leverages how much you get out of each time you do it equals your output how many times you do it times how much time you get equals your output and so some quick examples and you guys can tell me whether it's high or low all right is this high output or low output this is low it's very hard to do that with very low leverage high or low high great high or low higher exactly high or low highest because we have a lot of volume on good leverage and so now we understand what work is you can either do more activity do more stuff or get more for it to get get higher output and so normally I spend the vast majority of my career talking about leverage but today I actually want to talk about volume and the reason for that is because talking to a lot of businesses and um I have taken for granted that people do all the volume stuff and it turns out after talking to many of you that is just not true and so here I am talking about leverage because I just assume you work your ass off um and that's fundamentally false for most of you um and I'm baffled by how little people people actually work when they think they are working it's for you and so I'm going to cover two things today number one clear on the input that grows your business the most two is removing everything that isn't that from your life my disclaimer is that this is for business owners and specifically your highest level employees and so if you're like taking notes and you're like hey I want to send this to my team I would recommend because my team saw these slides beforehand and I had like two guys being like I'm going to change a whole bunch of stuff and I was like great and that's my sign for good presentation so figuring out the right input let's say that you want to grow your business you can either get more customers or you can make them worth more that's it you either sell more units increase LTV done so breaking this into actions for customers you either get more traffic or you convert a higher percentage of them of the traffic you have that's the action making them worth more you raise prices decrease your cost of goods sold buy more get people to buy more stuff more times those are the things that's all you got and if you look at four things what do you actually do well to get more traffic you have to advertise more better to increase your conversion you have to practice sales or you have to improve your offer if you want to raise your prices you just have to grow goads and decide by the way goads are are both both sexes so there you go there's my PC for the day buy more times which would be decreasing turn you have reach outs you have exit interviews you do pre- payments you improve your on boarding you get faster results you hold events to appreciate members or clients but if you look at your time you do almost none of these things you're not doing this stuff now and that's why you're probably not making money or as much as you want and so if you don't do this stuff all the time that you spend quote working has the same impact as doing nothing and it's kind of like spending your entire week thinking about how you're going to build and redesign your website and then deciding not to do it except it's just more tiresome than just watching Netflix and relaxing and so you'd literally be better off doing nothing than doing the work that you claim to be work that actually isn't and so that's why most of the businesses here are stuck and why many people watching this at home aren't growing as fast as they want and so for most of you especially the smaller businesses your effort should be disproportionately here on getting more traffic advertising more advertising better and higher con conversion meaning your actual activities on a daily basis is letting more people know about your stuff and practicing getting them to give you money when they find out about it that is what you do on a regular basis with a vast majority of your time after all if you do not have customers then there is no one that you can raise his prices on and that you can get to buy more times and increase their lifetime value and so let's pick apart this first one first advertising more and better so you advertise better by advertising more Excellence comes from repetition when we even use volume as a measure for skill like I've taken 4,000 sales consults we even say that we use it as a proxy and yet we don't think about that for our own skill and business and so if you want to get unreasonably good at advertising do so much advertising that it would be unreasonable for you to suck after doing that much of it again we're just defining inputs here so if you run ads it means you commit to spending four hours a day scripting analyzing writing copying recording ads which may mean learning how to use editing software or an iPhone if you use Outreach it means spending four hours a day reaching out to people across social media platforms if you use content as your primary advertising then you make content for four hours a day every day and you make it on every platform if you use partners and Affiliates it means spending four hours a day doing Outreach ads or making content to help your Affiliates send you more customers so these actions become the volume that create the outputs which for many of you is more leads and if you're hearing 4 hours a day and thinking how will I have time to do everything else remember that doing everything else is what's this is what your time looks like when your business is stalled this is what your time looks like when your business is growing and so too many of you if you're honest with yourself your days look like this and expect results that look like this I told you I'll just give you a really thorough answer and so before you say but I need to keep doing insert whatever thing that isn't growing your business remember you guys can do whatever you want but if you keep doing the same stuff and your business isn't growing then the stuff that you're doing is wrong it is not the right stuff and you have to learn how to let some fires burn some problems are problems but they not the problem of the business today and this is the essence of strategy you learn to prioritize some things are more important than others which means yes you can neglect them for a season then when they actually become the true limiter of the business the true constraint then you focus on them four hours a day until you solve it and so if you use these four things as our guide let's say you master traffic and you're getting loads of leads but you can't close a barn door if the wind was behind you right then conversion becomes your limiter and so then you train someone else on the advertising stuff you do because you mastered it and then spend four hours a day trying to optimize your conversion which might look like this you might actually track your close rate for a change you might actually report all your sales interactions and do them from behind the person you actually see their identity this is for Brick and mor people and have a sign on your door that says that you record so you can do this legally watch game tape of sales that actually worked every single morning you practice your script out loud every single day you hire someone who can give you feedback ideally daily on how well you sell you have a two-minute mental prep before you take consults every single time you give a pre-sale questionnaire to every person who walks in the door if you're bricking Mort or you have some sort of thing online to get them ready for the sale you qualify people on the phone better to pre-sell them and then you actually do that every time there we go you guys getting this cool okay so all problems are solvable with skills and all skills are attainable repetition and feedback and once you have a skill you can do it in less time which gives you Leverage so you get more for what you do the better you get at it the less time it takes for you to do it so you get more time back in other words once you get great at sales you don't need to switch As Much Time on it and you'll still close the same percentage you go from growing a skill to maintaining a skill and it's much easier to maintain a skill and continue to stay at that same level than it is to gain a skill and so it's kind of like maintaining weight if you've ever like lost weight or gained weight like once you get to that level it's much easier to stay and maintain that it is to to break the whatever the word is homeostasis and same thing for gaining muscle and everything you spend your time on has to clearly lad up to one of these four things and so right now if you look at your schedule and you're not lading up to these four things you're not doing the stuff that makes money otherwise you're just doing this rather than this but still some of you guys are going to be thinking to yourselves well with what time out I can barely keep water as is I'm very busy understandable and if you have a special snowflake excuse I'm special um you're totally right it's literally impossible for you to do what I'm saying and that's why your business will never grow cool and that is my talk for today now be better of course you're rights will never grow right happy now you're totally justifies not achieving your goals consider yourself excused all right so for everyone else right um we just have to face reality success the marketplace your customers they don't care about whatever your excuse is and it may be entirely Justified it also doesn't matter and they also don't care they just care about output they care about what they can get from you what's in it for me and so if you're open to the idea that might a little bit about making money and growing businesses I want to get to the second part of my presentation which was that was my 11-e transformation that's my before and after how to make this easier for you so I said I was going to cover two things the first is how to get very clear on the inputs that grow your business every feel very clear on the four things that you need to do and how they lad up to activities that you spend four hours a day and you're like great but I don't have four hours a day well that's why we're going to do the second part which is removing everything else that isn't that from your life and so the nice part about this second half of the presentation is that there's nothing to argue about it's just facts we all have 24 hours a day I'm good there so far I've just stated facts okay people who move faster just do better things with their time you can cut grass with scissors and it will take all day or you can make one call and have someone else do it in either scenario both people get the grass cut and so we outlined that you need to spend your time working on those four levers in your business at least four hours a day and so I'm going to show you how to find the time with a combination of habits and buying time this may be one of the more tactical things that I give you guys that will probably change your life from this whole experience so first we have to find time and second we will buy time so let's start with finding time so there's two types of work that every entrepreneur has you've got maker time you've got manager time maker time is long blocks of uninterrupted time four to six hours you only have 14 work blocks per week of this maker time it's very very valuable it's low urgency High importance work that's the stuff that moves the business forward a productive maker calendar is an empty calendar an interruption always destroys an entire time block who here has had a Time block where you're like really excited and then a 1-hour call comes in at 10: a. m. and you're like well there goes my morning yes we've all been there and you hate that person and this is what maker time looks like looks great look at that beautiful blue space so much work so much money to be made made on the other hand you've got manager time and we manage both of these things these are time blocks as small as 5 to 15 minutes you've 100 of these plus per week the goal is to fill your calendar with these slots if you're in your manager time and you're are Maxim manager when you have no gaps and this is usually when you're spending time training teams coordinating communicating putting out fires and this is what it looks like when you're on manager time this is also my calendar when I'm on a manager day and both of these work styles are important everyone here has worn both of these hats right okay but the moment these two hats meets is when disaster happens and so if you're trying to in tiny slices of management into your making time kill half a day it doesn't work and if you have lots of empty slots between your managing time it's also inefficient there too because you're not doing anything with that time you might as well fill it with more meetings and so you have to understand what type of work you're doing when you start the day and explain to your team the difference between these types of work and the importance of those time periods and why you have to prioritize them the entire business can grow and so beyond explaining the difference in the of work I don't know why I keep going out there um here's what I did to facilitate maker time because manager time kind of always happens so here are the maker habits that I have so one is I decide the one project I need to work on that's most important and yes it can be the same thing for a while I woke up at 4:00 a.

I worked until 9:00 a. m.