Listen now on YouTube, Spotify, and Apple.

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Marcus Goh is a Prudential Executive Financial Consultant and four-time Million Dollar Round Table qualifier who helps companies and individuals protect their health, wealth, and legacy while building thriving communities.

Here’s some of my takeaways from this week’s episode…

1/ 🎯 “I’m not a smoker” > “I’m trying to quit”

Identity shifts are more powerful than willpower. Rather than fighting against your self-image, change how you view yourself first. This mindset shift can transform everything from personal habits to client relationships.

2/ 🤝 Cold outreach can work (if you commit)

Of Marcus’s first 100 clients, 80-90% came from street surveys and cold prospecting. Success requires volume: some weeks he’d talk to 500 people without a single meeting, other times 80% would want to meet.

3/ 📊 Systems first, scale second

Before hiring help or growing your client base, build robust systems. Without proper filing, admin, and client management procedures in place, growth creates more problems than solutions.

4/ 🎭 Balance hustle with sustainability

The first 2-3 years may require intense hustle, but don’t lose sight of why you’re working hard. Build sustainable systems and maintain a healthy mindset to avoid burnout.

5/ 📱 Social proof matters more than ever

In today’s digital age, prospects will search for you online before engaging. Focus on building an authentic online presence that showcases both professional achievements and personal authenticity.

6/ ⏰ Control your schedule, don’t let it control you

Set clear boundaries around communication: No emails before noon, text responses between 9-10am, and evening follow-ups. This creates focus time while maintaining responsiveness.

7/ 🌱 Community builds through consistency

Whether running clubs or client relationships, showing up consistently is the foundation. It’s not about grand gestures but reliable presence over time.

8/ ❤️ Service over transaction

The most successful relationships come from genuinely serving others beyond the transaction. Focus on adding unexpected value rather than just meeting basic expectations.

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Where to find Marcus Goh:

* LinkedIn: https://www.linkedin.com/in/marcus-goh/

* IG: https://www.instagram.com/maccrus/

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In this episode, we cover:

00:00 - How 80-90% of first 100 clients came from cold prospecting 02:05 - Identity vs willpower: the smoking example that changes everything 06:49 - What actually drew Marcus to financial consulting14:12 - Current client acquisition: pure word-of-mouth strategy 17:24 - Inside street surveys: the real experience at Singapore MRT stations 19:54 - The truth about conversion rates: 1% from 100 conversations 23:08 - Handling weeks of 500 conversations with zero meetings 24:38 - Emotional resilience framework: anchoring on past success 31:20 - High-touch retention: being available in crisis moments 35:46 - Instagram evolution: achievements → authenticity = more clients 43:12 - Managing capacity: when you hit your client limit 47:50 - What running communities teach about business consistency

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Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com