https://www.youtube.com/watch?v=q_tqSeTVJrk&feature=youtu.be

Convincing customers to buy from you and Saul Alinsky's, Rules For Radicals…sure that goes together.

Checkout what Brian has to say on the matter.

Amazon-Proof Your Business https://brianjpombo.com/amazonbook/

Transcription

How to convince customers to switch to you.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

So show that we do on a nightly basis, where we talk to business owners and executives, and try and have a quick conversation about an idea either a principle, a tactic, or a strategy that you can use directly in your business.

And tonight we're going to talk about psychology of the customer. And the psychology of the customer is the psychology of people.

Because people are customers, and every person is a customer of something. And every customer is a people is a person. So you can really dive into any form of psychology and if you can recognize it as being true, it's true. And regardless of what you think about the political the politics of this guy, it's a guy named Saul Alinsky wrote this book back in the 70s, called Rules for Radicals.

It was a very specific political book, but within it, it contains a lot of ideas of psychology. Now, some of the stuff I disagree with, and a lot of the stuff you can't help but agree with.

You can see both the scary side and the good side behind it, or how it can be used either way. And here's a here's a great example. what he's talking about is technically he's talking about revolution. And he's speaking to the revolutionaries, of the 60s and 70s and this is just a great excerpt.

This is this is from his, from the prologue of the book. Let me see, I think this was written by him. Yeah, this was that I mean, the prologue itself was actually written by him, and says, men don't like to step abruptly out of the security of familiar experiences, or experience they need a bridge to cross from their own experience to a new way.

A revolutionary organizer must shake up the prevailing patterns of their lives, agitate create disenchantment and discontent with the current values to produce, if not a passion for change, at least a passive affirmative, non challenging climate.

Now the revolution was affected before the war commenced. john adams wrote, The Revolution was in the hearts and minds of the people. This radical change in principles, opinions, sentiments and affections of the people was the real American Revolution.

A revolution without a prior reformation would collapse or become a totalitarian tyranny. A reformation means that masses of our people have reached the point of disillusionment with past ways and values. They don't know what will work, but they know.

They do not know that the prevailing system, excuse me, they don't know what will work. But they do know that the prevailing system is self defeating, frustrating and hopeless, they won't act for change, but won't strongly oppose those who do. The time is then ripe for revolution.

Now, take it back from the concept of a socialist revolution or whatever that that Saul Alinsky was referring to, I want you to just take it back a bit. And I want you to instead, instead of thinking revolution, I want you to think about changing to you changing to you from one of your competitors, if you're going to get somebody to come over to you versus something else.

Or even if it's not a direct competitor,

https://www.youtube.com/watch?v=x-Djn_3vlJk&feature=youtu.be

Habit changes and Brian's coffee update.

Amazon-Proof Your Business https://brianjpombo.com/amazonbook/

Transcription

How to switch course.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

One of the things that I've learned how to do through the years is how to be flexible, and how to switch course without feeling defeated. And that's a really important thing to learn how to do, especially if you're a business owner, if you're an executive, you're someone who's in charge of getting things done and moving things and kind of charting course, on where you go next out.

I'll give you an example, you know, in previous videos, we've discussed my experimentation's with caffeine. So I grew up very young age, drinking coffee, and through the years became more and more of a coffee of a daily coffee drinker.

And that lasted all the way until, well, this would have been, would this have been earlier this year, well, this was early, earlier last year, in 2020, when out of nowhere, it just kind of it just kind of caught me that I've have never gone a long period of time without having coffee.

So I went through this whole experiment where I stopped drinking coffee altogether for a while. And besides the handful of days, that you got to deal with the, the all the withdrawals, all the headaches and everything else. And then you know, getting back, kind of get your energy balanced again. Once that was over, I felt a lot more mellow, in general, and very calm and I really liked it.

What I do is I started bringing coffee back on for like one day a week and like that one day having that be like the power data to get the last bit of done for the week and so forth and it worked out really well.

I'm not completely against caffeine, I'm not completely against coffee at all, what ended up happening is I have a business that I I work with that produced a healthy type of coffee, and it was meant to be a weight loss thing. And one of the things that I noticed as soon as I got off coffee is I gained about 10 pounds, just a change in metabolism, just a slight change.

It didn't change anything else about my lifestyle, just stopped drinking coffee, and I gained weight. So I said, Well, I wonder if I can if I can lose some weight by drinking some healthy coffee.

So I went back and started drinking coffee on a daily basis again, and I handle it better than I used to. I think it's probably the type of coffee that I'm drinking about more healthier style coffee that promotes weight loss and everything else. And I've been happy with it.

Well, I may go back one day to just drink in a couple week type of thing and see and see where that goes.

But right now I'm back back on the coffee wagon, I guess you could say more off the wagon, I don't know which one it is. I say all that it is kind of wrap up that storyline for those of you who have been around a while. And to discuss that. You have to allow yourself the flexibility to move to go where you need to go and try things out and not necessarily commit to any one thing.

And this brings me to another story along the same lines and with the same thing of coffee. One of the things that I've done through the years is I've collected coffee cups, not that I have this intense collection.

But it's one of those things that nowadays you can find a coffee cup about just about anything. And when when I traveled a lot,

https://www.youtube.com/watch?v=KvNETvph1GM&feature=youtu.be

Thoughts on Lifetime Customer Value from Peter Fader's book, Customer Centricity.

Amazon-Proof Your Business https://brianjpombo.com/amazonbook/

Transcription

What is customer equity?

Hi, I'm Brian Pombo, welcome back to Brian J. Pombo Live.

Brought to you every day by AmazonProofBook.com. The website you go to to get your own free copy of, 9 Ways to Amazon Proof Your Business. It's my own book on how to build a strategy long term strategies in order to defeat your competition in every way possible.

And so it's, 9 Ways to Amazon Proof Your Business, free copy AmazonProofBook.com.

Now let's talk about customer equity. What is customer equity?

Well, I really liked the definition put out by this book. This is Peter fader, customer centricity. It's one of my favorites, it's a really good read short read on if you're interested in learning more about strategy, especially marketing strategy when it comes to focusing more from a customer perspective.

And in this is from chapter chapter three, the whole chapter is on customer equity. And here's how he defines a customer equity is the sum of the customer lifetime values across a firm's entire customer base.

Okay, so what's that mean? So customer lifetime value, we've discussed that before. That's the basic value that you have from a customer over the lifetime. Now, you may have different types of customers. And so their value is going to be significantly different depending on what type of customer they are, what market you're pulling from, what products or services that they specify or stick to, it may be a demographic change, or what have you, but you'll have different customer bases.

And from each of those you'll have, you'll have a basic customer lifetime value. Meaning this is this is what they're bringing in versus how much they cost for their entire time that they're with you.

And obviously, you get highs and lows, depending on where you're at in the business and and how broadly, you're defining that customer. But you take all those customer values, and you smash them all together, you pull, pull the sum from that, and that's customer equity, that's your overall customer equity.

That's the value that you have from your entire customer base. It's what you're talking about. That's what customer equity is. And it's a term that doesn't get tossed around too often that I found.

Oftentimes, when I'm talking to new clients, they have no idea. Oftentimes, I mean, if you don't even know what your customer lifetime value is, that's pretty typical. Don't worry about it.

What you got to do though, is you might want to figure out some of these ideas, because it allows you to know how much advertising to spend, how much where you should be advertising and everything else comes from customer, lifetime. valuing customer equity gives you very much a larger view of where you're going.

And it's really good to take your customer equity and map it out over quarters and years to really find out whether you're growing or not. Because if you have growing customer equity, especially if you're looking at ever possibly selling your business, having a high customer equity value is going to attract the right type of buyer.

And it's going to determine whether your business continues growing beyond you or whether it fizzles out.

https://www.youtube.com/watch?v=gRPzP1tVAe0&feature=youtu.be

Was he Cold? Was he upset? Or was he doing his best "Weekend At Bernie's" impression up in DC?

These are the questions.

But beyond that, Brian talks about how the Bernie Meme relates to your business.

Amazon-Proof Your Business https://brianjpombo.com/amazonbook/

Transcription

Cold Bernie & AIDA.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

Now, if you haven't been completely closed off from all social media for the past few days, starting Wednesday, when during the inauguration, there was a photo taken of Bernie Sanders in the crowd of senators and so forth, higher ups that were all social distancing in their individual chairs.

And just a fairly funny photo of him sitting alone, looking very miserable. With his mask and everything else on and people took that image, placed it all over the internet. And we end up with voila, the cold Bernie meme and it took off pretty darn quick.

I think the day of it started showing up, I saw a whole lot of it yesterday.

And today, you can't go a few posts on any social media without seeing it. I would be remiss if I didn't at least acknowledge that it exists.

But I want to talk with you about how does this affect your business?

Well, I'll tell you how it affects your business is it's all about attention. And there's this little formula that you may have heard from movie Glengarry Glen Ross, a famous scene in the very beginning with Alec Baldwin, where he talks about AIDA, a i, d a, which is attention, interest, desire, and action, right?

Attention, interest, desire and action.

It's the process that sales people talk about that process people go through, and initially you're looking to get attention. And really, when you're talking viral things, when you're talking names and things, that's a great way to get attention, especially while it's hot.

So during this period of time that this video is coming out, this is the hot thing now won't be the hot thing next week. In fact, it's over hot, it's to the point now where it's ridiculous that's absolutely everywhere.

To the point to where I think we may never get rid of this meme, it might be just one of those that kind of lasts forever, takes on a life of its own and just never lets go. And I'm not sure if Bernie will ever be able to live it down. It's, it's just one of those things that just will never go away.

But you got to look at it from your perspective of business. Now, your social media, people may tell you, Hey, this is a great way we got to, we got to figure out how to work this in and put together some, some pictures or photos or videos or whatever, taking advantage of this and that's great, that's fine.

But it's only the initial step. That doesn't necessarily mean that the people that whose attention you're getting are going to have any interest in what it is that you're selling a product service or whatever.

And then after that interest, whether they really have a deep desire to become a customer, and whether and even if they have that desire, even if they have you have their attention, they have interest, and they really do have desire.

The last step is to get them to take action to actually do something to purchase to take that first step, whatever it is, into your funnel or into your sales process, or what have you.

https://www.youtube.com/watch?v=818ktTjJU6A&feature=youtu.be

Ever had a person in your business or heard a story of someone that was a good fit in one job but struggled in another?

Well, give Brian's video a listen and be sure to checkout Kathy Kolbe's work at the link below, it might save you a lot of trouble in the future when it comes to finding the right people for the right jobs.

Kolbe Corp - https://www.kolbe.com/

Transcription

This one thing may mean life or death to your business.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

What is that one thing?

Well, there's a lot of things that can mean life or death your business. But there's one thing is, is one that isn't discussed often enough and it is also something that is very common.

If you have any type of partners, employees, contractors that you work with this one thing can make a huge difference, especially right now we are in a period of time. So I'm filming this in 2021.

But we're in a period of time when boy, anything is possible. And so many people are on the edge anyways, with their business, that one switch and government regulation or one change and how we're handling a virus or anything else. That could be the end that, could be game over for you and your business.

It's really important that you pay attention to the little things, the little things that don't seem like a big deal in the beginning, that can really add up to something huge, a huge difference in your business. And this comes from a conversation I was having earlier today, two conversations, two separate conversations that I was having, with two separate people in two different industries.

One was in his in the real estate industry, the other one is in the banking industry. But they both brought up the same issue. And that is this.

Taking someone who is good at, let's say, sales, and putting them in a management position, could destroy your business.

Why do I say that?

I'm not saying it's it's definite, I'm saying it could very well happen. And it goes the other way around. Also someone who is really good with management, if you take them and try to put them in some type of head of sales position.

Quite often they're different types of personalities, people with different combinations, which we've discussed about here before. coronations is a term that's been used a lot, especially in relation with the Kolbe index, which you could find out more go look up Kathy Kolbe, both with a K, go check out all the stuff on Kathy Kolbe and what she writes about coordination, and how that's so important that you know the coordination of the people that you're working with.

Because it's the type of things that don't change, it's the things that that of how a person handles work, and how they function in a working environment, that really doesn't change that's hardwired.

And it's not there's no good or bad to it, it's just certain people are always going to be better at certain things than other things. And oftentimes, you take someone that's just a star player in one area, and you try to bring them up the ladder and put them in a position that is not fitting to them, they will crash and burn.

They have the ability to take down your whole operation with them. Okay, this is something you got to pay attention to. The thing I recommend doing is looking into the concept of coordination. Like I said,

https://www.youtube.com/watch?v=FCMMds_OElc&feature=youtu.be

Thoughts on different ways of learning and a recommendation for Cynthia Ulrich Tobias's book, The Way They Learn.

Amazon-Proof Your Business https://brianjpombo.com/amazonbook/

Transcription

Are your customers learning?

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

You know, it's really easy to get caught up with the day to day of your business. If you're a business owner, if you're an executive that runs the business, it's really easy to get lost in all the minutiae of the day to day grind.

Sometimes we don't realize that we're scaring away customers and it's all because where you aren't really paying attention to whether they're learning what they need to learn in order to make them the best customers possible.

It comes back to who your best customers are?

You knew the steps that they had to go through, if you step back and look, if you step back and have a conversation with them, you know, the steps that it took them to go from point A to just finding out about you to point B. Getting to know and like you and trust you to becoming an ongoing customer, and just eating everything that you have.

There's a process, regardless of what business you're in, is a process everyone goes to from a brand new person that knows nothing about you, to your top number one customer.

How do you duplicate that over and over again, there's a whole bunch of ways to do that. We talk about this a whole lot here on this channel, talk about a whole lot on my website, BrianJPombo.com.

And not only that, if you really want to know, you ought to check out my book, 9 Ways Amazon-Proof Your Business at AmazonProofBook.com, you get a free copy there.

But regardless of that, it a lot of this comes back to learning. Honestly, it all comes back to learning. And you have to think back to when you were in school.

Did you learn best in that environment?

If so, do you think you were typical, or have you come to the conclusion that most people have at some point in their life that everyone learns in a different way?

Some people learn from a book, some people learn better on their own, some people learn better in a team environment.

I'll give you a great example out of my life today. So I got to take my son and he is taking a free week long class in the jujitsu. Okay, he's getting having a free trial where he gets to try out this class for a week, and they have it, they have a going on certain days, you could pick which days or you could go every day to just kind of really get a full taste.

So we're taking him for as many days as we can and he's really getting a kick out of it.

But it reminded me of growing up and being thrown into some sports. And in some cases, there was a whole lot of help a lot of one on one help where they take you from point A to point B and take you all through the process.

For example when I played baseball, my dad knew about baseball. And we had watched baseball, we had talked about the theory. He even bought me that book I've shown on here before that will one on Little League, step by step process, how to do every last step, and how to really understand the game.

That was something that appealed to me is a lot of one on one attention. And I gotta know where I'm going and what the point is behind it and everything else before I can jus...

https://www.youtube.com/watch?v=am-FRoX5YP0&feature=youtu.be

Love him or hate him, Donald Trump knows how to get attention.

Hear Brian's thoughts on Clint Arthur's Book, 21 Performance Secrets of Donald Trump.

Amazon-Proof Your Business https://brianjpombo.com/amazonbook/

Transcription

What can Trump teach you about video marketing?

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

I want to reverse things back a little bit. Right now as I'm recording this, we're dealing with the final 24 hours of the Trump presidency, whether you love them hate them doesn't matter.

You have to acknowledge that what we've just been through has been historical.

I mean, just the fact that this guy was able to come out of nowhere, not complete nowhere, he was well known, but able to come out of outside of politics. In general, he's been running for offices for years and years and years. But in general, coming outside of the general political realm, and getting the nomination of one of the two major parties, and then succeeding into getting elected as President of the United States, is a pretty amazing feat.

Now, I bought this book, this is a book by Clint Arthur. And if you aren't familiar with Clint, he's a great guy for learning about how to become a authority, celebrity authority, a celebrity entrepreneur, as he puts it.

And all of his books are great, a lot of his he's got a lot of great material out there, you can go and look him up, Clint Arthur, he wrote this book, and I bought this before, Donald Trump was actually president.

This is the 21 performance secrets of Donald Trump. And it's worth getting, it's worth taking a look at. And I wanted to point out number two.

Now this has a lot to do with video marketing, it has a lot to do with a very specific area of video marketing, which is television marketing.

So actual broadcast television, actual television that's out there, still being put mainly through TVs, screens, as opposed to just online is still very useful. It's something that Clint Arthur really promotes, and tries to get people to go toward.

And one of the things that he points to Trump's ascendancy into politics, and in like I said, this was written before he was actually elected.

But the fact that he didn't able to get so much attention, there's a lot of examples in here about his campaign and how that propelled him forward. Like I said, you don't have to like Trump to understand the things that allowed him to jump into the spotlight.

And one of the areas here is in the second chapter all on energy, and how he was able to use energy, especially in his television performances, and how you can use the same thing, whether you're doing on TV, or we're talking video marketing, as we do a lot here, even if it's just online video marketing.

There's the three things, three areas that Clint points to here, and I'm going to go through those real quick here with you. And he's got a whole chapter on it.

But these three things I thought were pretty telling, and something that I think anybody can see about Donald Trump the simple concepts, but one of the things that he was pointing out that Donald Trump was pointing out, during when he was running in the primary, the first time he ran, one of the people he ran against was Jeb Bush.

Jeb Bush was the previous governor of Florida. And he called him something like low energy Jeb.

https://www.youtube.com/watch?v=miXq_GRS1cw&feature=youtu.be

Trying to findout what the most important question is?

Well I'm not going to tell you. You'll just have to click play and listen to what Brian has to say!

Amazon-Proof Your Business https://brianjpombo.com/amazonbook/

Transcription

The most important question every business owner should ask themselves.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

This comes from a personal story. Actually, I don't know if you can tell from looking there you can see a little bit here and a little bit here that I have gotten hit by poison oak.

I'm on the West Coast here, on the East Coast poison ivy is a lot more prevalent. On the west coast though, one thing we deal with here in the especially in the Pacific Northwest, is poison oak. nasty stuff works, I'm pretty sure pretty close to how poison ivy works, if you've ever dealt with that.

And depending on everyone's a little bit different, some people get affected more, some people don't get affected at all by it. It's certainly an allergic reaction that occurs. And I was out working in the yard and I did this last year.

For those of you who are loyal watcher, you can go back and watch those fun ones. It's funny how it reminded me a lot of my clients and people in general, we don't think about the bad things. Even though we've already gone through them. We don't think about them that much.

Once they're past, once they're gone, we don't think about it. And just like that I was out there working and not thinking about really how bad it was how miserable it is to have poison oak infection. And, and because of that I did not cover up properly.

I figured you know, we're in the middle of winter, I didn't see any a whole lot of green leaves or anything like that. I did not think that just going through some of the old brush and moving it around, that I'd get hit that much the only thing that was exposed were my hands.

I don't know how it got worked all its way up my arms and everything else. But it got me. And that's just how we people are we tend to forget the things that are right on top of us even if we've experienced them before.

Unless they're happening right now, they don't exist in our mind.

So the real question is…here's a question, you got to ask yourself, Is there is there a reoccurring issue in your business?

This is a question that I ask clients when I sit down either previous to sitting down with a more once we're in and we're moving ahead towards their goals, is we want to watch out for the things that are reoccurring.

So what is a reoccurring issue with your business that comes up over and over and over again, even if it's a seasonal thing?

What is a major problem, a major issue that continues to come back time after time again, that you haven't found a way around yet, what is that issue?

What is that problem?

And that's not as easy a question to answer in most cases.

In most cases we forget what the problem is. We don't even think about it, you know, out of sight out of mind, if it's not happened to me right now it does not exist. And to even if we know what it is we don't want to speak its name for for fear that it will come and haunt us again.

So sometimes that's not the best question.

Really the best question is,

https://www.youtube.com/watch?v=NkNZSNTSfZo&feature=youtu.be

Some thoughts on seeking for deeper information before making a big purchase decision.

Amazon-Proof Your Business https://brianjpombo.com/amazonbook/

Transcription

Intuition and Business.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

We talk about a lot of things on this show and it tends to, all of them tend to lay in three areas. It's either a principle, a strategy, or a tactic. And today, I want to really talk about a fundamental principle and it's the idea of intuition.

When I say intuition, I'm not meaning anything all that new-agey or anything like that.

What I'm saying is when you're talking about common sense, when you're talking about, you know, self evident when something is self evident, like the Declaration of Independence talks about, you know, We hold these truths to be self evident.

It's just the, the fundamental sense that you have that something is right or wrong, or that this is a good direction, or a bad direction to go in, or whether they go left or right or what have you. Just having that that's, that's intuition and all business. And all life is dependent on how sharp your intuition is. I got an example, an example of that and it comes from my whole life, I've had a clicking not my whole life, later in life I've had this clicking jaw. So it's not there most of the time, but if I'm chewing something that's a little tough to chew or whatever, it gets really loud, I hardly even notice it, my wife points it out.

If I'm around strangers or whatever, they'll kind of look at me funny for eating. And while I'm sorry it's this clicking jaw thing, you know, people call a TMJ or what have you.

And I've had it looked into for a long time, but I always had a feeling that it had something to do with the orthodontic work that I had done as a kid. So I had a long period of time where I had either either a retainer or braces, or retainer braces, and then retainer again, I had to wear in my mouth to get everything just right.

And so the years and years and years went through this process, and a lot of work back and forth, to make my jaw line up properly with my top teeth. And at the same time, get my teeth lined up just right, so that I have this beautiful smile that I have now.

And I'm happy for it, I'm happy that I have a great smile, I'm happy that my parents, you know, just went crazy making payments for my stupid teeth and jaw. At the same end, there's always a feeling like they that something wasn't quite right about the way that it was performed.

I've tried to do research through the years and especially now that I have children. And we're getting to the point to where we're looking at possibly getting some dental work done with them. I've looked, I've really tried to research it and had a very difficult time finding anything that really rang true, that really fit yet a lot of people that were, you know, guessing at it, but I didn't find out anything that was really all that scientific.

It was funny, because a long string of events led us to a an orthodontist in the area that my wife went in and talked to and he does things very differently.

They still go through the process of realigning everything, but they, according to him and according to the people that he's interested in, they believe that orthodoxe up until this point hasn't been done as properly as it can and that they have a different method of going about doing it that's a little more...

https://www.youtube.com/watch?v=PsRQ-yW8rVE&feature=youtu.be

Thoughts on the value of systems in your business and a book review on Larry Thompson's, Millionaire Training.

Amazon-Proof Your Business https://brianjpombo.com/amazonbook/

Transcription

Another reason you need system in your business.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

I was talking with a group earlier today and actually I was attending an online seminar where they were discussing a new system that they're bringing about based off of previous systems that have worked for them.

But they're putting into place a new system, a training system, which I thought was really inspiring. I mean, it's really neat to see something like that happen, because you know, you can't lose if you have something over nothing, okay.

And when it comes to system, that's absolutely the case having some system is better than no system. A great example of that is a book I just finished, it's called, Millionaire Training, by Larry Thompson.

And this is all well, I mean, half the book, or the first, the first part of the book, I should say, is nothing more than a transcript of an audio series that he that this this gentleman put out, back in the early 80s.

It was just a one time speech that he gave, that they used to put out on audio cassette and it was used for training people specifically in the Herbalife network marketing business. And the rest of the book is all the stories of the people that were affected by this one particular training series.

It wasn't a huge system that they put into place for training, it was a very basic system that consisted of some really hard core principles and some really good stuff that would help people in any business, let alone a network marketing business.

Well, a lot of these people, you can see some of their photos down here. A lot of these people that speak in this book that right different sections of this book, they went on to achieve success in other places, which is, which is an interesting thing, because it's something I've heard over and over again, people that get really good training in one spot.

If they're trained well, in principles, they can use those principles anywhere. The gentleman that I listened to earlier this evening, he he had worked originally in a in a business, and had gotten a whole bunch of training and never really put it into place right there at that time in that business.

But years later got involved with with a different business, put the training into effect, what he didn't even realize where he had gotten at all until years later. But put a lot of those same principles into effect and became very successful and is successful to this day because of it and that's inspiring.

But it's one having a system can do and it's not just a training system, but any type of system, any type of knowledge base, or way to do something within your business that allows you to no longer focus in that area, but then allows you to go and do something else. So it runs somewhat like a machine, there's the organic element to it the human, that's always going to be up in the air.

But if you have something to lean back on, that is more stable, or that can be more stable over time. That's what a system is all about. That's why I teach and work with all of my clients to become very, very system based to make their as much of their business system based as possible and it can't all be system based, there's human element to it.