Brian J. Pombo Live

https://www.youtube.com/watch?v=5JPD1bGDkUw

Before you jump in to a new idea, it's always worth asking yourself if it is a good fit for you and your company and is this the right time add it to your business.

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

Transcription

Should you get an app or not?

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

I've worked with a lot of companies that have gone from having no app to getting an app. And the real question is, should you have an app or not?

Well, that depends. And the main question that nearly everybody I work with, don't ask is, the one question they need to ask.

That's why do you want an app? Why do you think it will help your company?

It's not that it won't or that it absolutely will. If you don't know why you want it, if you just want it because everyone else has it, or that you think you should have it, You're getting it for all the wrong reasons.

It's the same question I say, whether it's a social media presence, whether it's a website, I mean, anything, these are tools, these are merely tools to create something, they're tools to create an effect to create a final result, right.

That's what an app is. a mobile app is nothing more than that. If you don't know what the result is that you want to get with it, then it doesn't matter whether you have one or not, it really doesn't. It has no bearing on anything, because you can have a bad app, or you can have a good app. And whether it's bad or good is based solely on the results you want to get from it.

So this is one of the things that I oftentimes will have with clients or with people asking me, should we have an app?

Should my company have an app?

Should my organization have an app?

And I say, Why? Why do you want an app?

Why do you think you should have an app?

What do you plan on getting with that app, and then we match up what you're looking to get with what an app can actually provide. Because I have a pretty good understanding of app technology.

What can happen and can't happen, or at least what can be done relatively easily. And so that tends to be where the conversation goes. So I will tell you a story of two different companies.

One company just recently launched, made public this brand new app. And I knew that it just had to do a few things more than their previous version. And one of the one things that had to do was just have the process of notifications on a weekly basis.

So that it was notifying people, if you have an app that everybody gets involved and on to, but they are it but it's easily forgotten. It's not something that they go to naturally, it's not something that they're used to going to, you have to have a process for notifications to get people to go to it on a regular basis to build up that habit of going to the app and getting something from the app.

If you don't have that, that that doesn't make a whole lot of sense. And that once again, this is very circumstantial. This has a lot to do with that company, and how it how it functions, they deal with a lot of new people on a regular basis and ongoing flow of new people.

So you have to have that regular flow, you have to continue training people, because an app can very easily get lost on a phone or a tablet. It's very simple, it's invisible. It's virtually invisible,

https://www.youtube.com/watch?v=iYod0evZGxw&feature=youtu.be

Thoughts on what to look for in potential customers.

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

Transcription

Reclassifications for potential customers.

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

There's a lot of different ways that you can divide up different customers or potential customers and in this cases are three ways to be able to look at it. And it's a great way to be able to step back and take a look at your marketing and think about your long term strategy when it comes to marketing.

Because a huge part of strategy is marketing, it really is. And it's one of those places that most businesses just kind of put off until they need it type of thing, where you just kind of Hope it just kind of runs on its own, you know, just put an ad in the Yellow Pages and let it run type of deal.

What's really good is if you can get ahead of it, if you can have strategies systematized them to where you don't have to think about them, except for a short period of time while you're putting it together, and then just tweaking them as they go along.

Yeah, there's always going to be tweaking that needs to happen someone needs to do the tweaking, maybe higher, so that out the tweaking, but tweaking has to happen somewhere. So let's talk about what those three different categories are.

The first one is the person that's ready to buy now, right?

That there's there are people out there that want what you have, right?

Now I don't care what time of day it is, day or night, there are somebody out there that's ready to go now, all they have to do is have your offer in front of them for whatever product and it's gonna be different.

Obviously if you've got only pull back a second here, if you've got a let's say, you've got many products that you sell through your business, okay, each product has a different set of these, right. But if you have only one product if you have only one service, let's take it one thing at a time here, someone right now wants exactly what you offer.

They want it you don't have to sell them on it, you just have to explain to them that it's available and that there's a price and they're willing to pay it.

That's one person they're ready. Now they're ready to pay now and you got to get in front of them right now. Because tomorrow, it may be different, maybe they won't be or maybe next week, they won't be or next month or next year, they won't be in that spot. But right now they are, there's a certain percentage of the people out there and who knows what that is.

What you got to get really good about that group is determining what are the signs of someone that's in that looking zone?

What is their thought pattern going on when they're and then now spot, right?

The second we could talk all day about the now spot it's what most marketers focus on is the now the people were ready and hot to buy now the low hanging fruit as people call it, right?

But really, you got to look beyond the now people because finding all the now people's impossible, there's a certain amount of exposure, you can get to be able to grab the now people.

But in general, you got to look a little bit beyond that, because it's really tough to find all the now people right now not that you shouldn't try. But just something to consider in the long run the second a...

https://www.youtube.com/watch?v=GP_WhRcwB9M&feature=youtu.be

Thoughts on strategy and the value of reading older books in your industry.

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

Transcription

Why does business history matter?

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

I'm pointing to the outside of this book you can see it's nice in yellow. I love old books, especially ones that I've been recommended or by interesting people from time. This is happens to be Alistair Crompton, The Craft of Copywriting.

This is one that's been recommended by many copywriters. copywriting is the art of writing sales copy the art and the science behind it. And this is one of those that's difficult to find has not been reprinted in quite a long time.

I was able to find it online for a large amount for as far as the book goes, but a small amount for a good rare book.

Why do I go out of my way to buy rare books, audios, videos, of past business history?

In other words, the techniques, the strategies and the principles that people way back talked about? Why is that intrigued me? Why is that interesting?

Well, I'll tell you why, but first I want to recommend my book, 9 Ways to Amazon-Proof Your Business.

If you want something that's really directed today, even if you're not into history, this will give you some resources you can get into that won't cost you that much money. But also it reveals some very turnkey strategies, they're going to take time they're going to take effort. It's not, it's not a get rich, quick thing.

But if you're looking for some long term strategies to be able to take your business to the next level, get my book, 9 Ways to Amazon-Proof Your Business, you can go out and buy it. Or you can go pick up a free copy at AmazonProofBook.com.

AmazonProofBook.com.

But what about the history, what about the old books like this, right. And this is one of those that's actually been sitting, I've bought it, and it's sitting on my to read pile my to read pile grows quicker than my read pile. Because I'm a slow reader.

But it doesn't stop me from going after it. This stuff I know needs to be preserved. But also I want to understand the the principles behind the tactics and the strategies, even if the person is talking about nothing but principles and tactics.

I mean, talking about nothing but strategies and tactics, I want to know the underlying principles of that, because that's something that never goes away. We've talked about before the old Jeff Bezos line about how, you know, show me what isn't going to change in 10 years.

And that's what matters most and what changes doesn't matter. What doesn't change is the things that you can build large companies, you can build large companies on top of those principles.

So it's the principles that matter most. I'll give you a great example. The reason why this is hot in my mind, even though I do this stuff all the time, I just recently bought a old set. And I say old, I don't mean to be patron, I don't mean to be putting down anybody in the audience.

It's old in terms of most of my audio video collection of, of business tutorials and so forth. This happens to be from the 70s, late 70s, early 80s, somewhere in that time. And because it's rare, I consider it old, okay, it's not that old. It's I'm probably older than this material but it's a rare find.

https://www.youtube.com/watch?v=9G1UDQuMu8g&feature=youtu.be

Brian shares an idea used by a friend of his in marketing for standing out and being different.

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

Transcription

Being different is endless.

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

You know, there's a, there's a whole chapter of my book, 9 Ways to Amazon-Proof Your Business that's dedicated to being different. Because if you can be different, that concept of being unique in your marketplace, if you can be different.

If you can be even more than that you can be remarkable to where people remark about you that they hold conversations about you because you're different, then there's no end to the advantages that you get there. I mean, look, look at look at Donald Trump running for president becoming president, everything else love him or hate him, you got to admit he's different. There's never been a politician like him probably won't be another one in our lifetime.

There's just endless advantage to being different.

How do you go about doing that, I'm going to give you a quick example. This is an example this specific one is from a friend of mine, but it was invented by Bill Glazer.

At the time, at least when it started becoming public, he was the owner of Glaser Kennedy Inner Circle, which is now that believed the NOBS Inner Circle. And he came up with this, this is this looks like a wad of $100 bills, right?

It's actually a fold out and it's a business card. Unlike a typical business card, it doesn't just have a name and the name of a company and the way to contact them. It has a little write-up about the person that says put more profit in your pocket, cut the waste, the fat waste and frustration out of your advertising and marketing dollars.

Let me show you how to do it and then it has little points about how he goes about doing this. This is specifically from my friend Brad Harmon, who's up in the Dalles area, which is a little area outside of Portland, Oregon.

Really nice old town that he grew up in and he put this thing out years ago. This one doesn't apply anymore, because he's changed a lot of the information in terms of the the details, so I won't show you that.

But you can look him up, his name is Bradley Harmon. Sometimes it goes by our Bradley Harmon and you can look him up. Good stuff.

He's a really sharp marketing guy and he went and he took Bill's idea and used it. And it's one of the only times I've ever held one of these in my hand, I don't think I've ever seen anybody else do it.

It's specifically taken from Bill Glazer. But it's something that you could do that simple different. Any way that you could take something as simple as a business card, something as mundane as a business card and spice it up a little bit, add a little bit something extra to it.

Your going to stand out, you can't help but stand out with something like this. And it's the type of thing that people will show other people the other people in the office and so far, they say you see this, you see one of these nothing cooler than that there are digital cards nowadays that have little pop out USBs there's, there's so many different things you can do and it's a way to be different.

You're just applying, you're applying a different methodology into an old tactic. There's a million old tactics that everybody uses, in any industry,

https://www.youtube.com/watch?v=R3UkOC_SE10&feature=youtu.be

Do you know your customers?

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

Transcription

Get them to buy by hacking their memories.

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

I have here, this is one of the original lightsabers from returned the Jedi.

How did I end up with this in my possession?

It has funny it takes the noise. Kind of its whole, its whole wind driven. There's no, no batteries to it whatsoever, you just move it. And it gives you the lightsaber sound as close to it as you can get in the early 80s.

This came out with the third Star Wars movie return the Jedi. I ended up with this because my kids were given a box of old toys that I believe somebody had. I think that's how we ended up with this thing and this and I saw it in there.

And I looked a little closer and I said this thing is in fabulous shape or something that came out in what was that a three, I believe this is where this is from. And it's still in really good shape and I love Star Wars.

Now what's this have to do with getting people to buy?

Well if you're a business owner, or an executive or someone that's in charge of marketing at your business, it's really important to learn about the power of childhood memories. And what we like to call nostalgia, right?

The reason why I was drawn toward this and held on to it and it slipped away from all of my children's stuff into my office is the distal job. The connection to it, the idea of always wanting a lightsaber, the idea of Well, honestly, when returned, the Jedi came out, I remember.

And I remember the specific cousin that had a whole bunch of Star Wars stuff, and I had none of it, I don't think I had a single item, maybe something from McDonald's. But that was it. And all I wanted was something like this growing up. And so having it now is, is a little piece of nostalgia got got in there and it's taken advantage.

I know it, I know it's in there, I know that it's there ready to be taken advantage of by marketers, and so forth. And you got to understand that you have that to to some extent or another whether it's conscious or subconscious, it's still there, you have memories, both negative and positive, that can be manipulated by marketers.

And it's not necessarily always a malicious or evil thing, right?

Sometimes it's necessary to know or in order to get your attention. So they'll use certain music, pay attention to the music and the type, the time periods, that music is from and TV commercials and commercials you see online and hear on the radio, it's playing towards a specific group.

Even if you have a local business or anything of that sort, if your customer base, if your ideal customer base, the best customers come from a certain era. Find some music that plays that era or style of music and insert that into the background of your commercials, that little bit will get that little extra attention in order for them to pay attention to your message a little clearer.

Maybe you make references to things that you grew up with, or that they would would have grown up with. And that could make a difference. These little pieces of nostalgia, you're hacking into the emotions that are already there that people already have. Now you can use this for the forces of evil. I'm not asking you to do that.

https://www.youtube.com/watch?v=9vtEEBgqTlI&feature=youtu.be

Some thoughts on outsourcing from Tim Ferriss's book, 4-Hour Workweek

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

Transcription

What isn't getting done?

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

I was sitting down taking another look at this book. If you haven't ever read this, it's a good one to go read. I've mentioned before, they've got a great audio book. The first time I read it was listening to it.

And then I went and got the book because it's got some fabulous diagrams and other pictures in it that are worth having this plus so many great quotes and other things that he sources in this book. And this book is really all over the place.

So that if you've never never heard of this one before Timothy Ferriss, 4 Hour Work Week. Or if you've never sat down with it, it's worth going into the so the subtitle is, escape the nine to five, live anywhere and join the new rich.

It's really how to go from step one of not having anything to having the dream lifestyle, the four hour workweek, right. And it's gotten a lot of flack because the title is so in your face, and so artificial on a lot of levels, but but artificial in an idealist way.

So it's an ideal scenario. It's not necessarily whatever, what people want to do is just sit around and just work four hours a day, or four hours a week. But it's the idea that if I could do that, if I have enough income, and I had enough freedom to be able to do that, that's what people are after.

That's why the title was so powerful and he talks about in these later editions, how he came up with the title and so forth. So that's cool.

But it all comes back to system. That's really what it all comes back to if you're wanting some form of automated business, if you want your business to be more automated, depend less on you or at least those parts of your business that you don't like doing, having that be handled is really a major part.

So how do you get there?

I hear this over and over and over again, from people talking about how you need to outsource. And you outsource the things you're not good at, or that you don't like doing.

First, you get those out of your hair so that you can focus on those areas that you do best.

More than likely the areas you do best are the areas that you're best at and that you enjoy doing, you enjoy doing those areas. So if you start focusing more on that your whole life feels better too, because you're not working on all the all the stuff you don't like.

And the assumption is well, I don't like doing it. Nobody likes doing it but trust me, there's someone that likes doing everything or they would prefer doing that over other things.

It's not that they absolutely adore cleaning the toilets, but they'd rather clean the toilets and go hungry, they'd rather clean the toilets. In many cases, they'd rather clean the toilets than getting a welfare check or something else. It's not a bad thing to offer work, even if it is less glamorous, or in your mind less glamorous.

There's always somebody that would like to do it and so you got to find those people put them into put them to work. But here's the real issue that I've seen with large businesses. It's not the things that are already getting done that need to get outsourced the most oftentimes, oftentimes, it's the things that need to happen that are n...

https://www.youtube.com/watch?v=su5lRM5BLlE&feature=youtu.be

Value of tactics in business.

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

Transcription

Why do tactics matter in business?

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

Now for the last couple episodes, we were talking about why strategies matter and why principles matter in business and the order in which you do them, tactics matter.

But this is probably one of the least common questions that could ever happen in business. Because the real issue with tactics is, is that business owners and executives tend to go at them first, when they should be focusing on tactics last, because tactics always change.

They're very, very temperamental and they have to do they're very relative in nature. So tactic can be. here's, here's an example. Oftentimes, I'll talk to business owners, and they say, I need social media, I need a website, I need this, I need that.

And then when you dig in deeper, and ask them why they need that, what do they want it to accomplish for them, oftentimes, I'll get a blank look, or quiet, or the phone line will go quiet.

They won't really know why it's just somebody convinced them, that they need a website, or that they need social media, they need a Facebook page, they needed this or that all these things function really well. But their tactics, they, they function for a reason.

You do them in completely different ways for different reasons. But if you go after tactics as if they are the end goal, then you're going to be greatly disappointed, because more than likely, you're wanting something whether you know it or not, consciously or not, you're wanting it to do something for you.

If you don't communicate that clearly, with the person that's delivering the tactic, you're going to get the tactic, but you won't necessarily get the result, if that makes sense.

So a lot of times we focus on the end, function the end thing, but we're not really caring about what it does for us or what we expect it to do for us.

Tactics of course are important. Everyone loves the tactics, because they're shiny, and they're new. And they're, and there's, oftentimes, they're the latest technology. They're the latest trend.

They're the latest thing that everyone's all excited about.

But they don't necessarily function the way you want that we all want a miracle that occurs with the tactic. Yeah, you can create a miracle but you have to know that that's what you're after. And you've got to have somebody that knows how to use that tactic to create that in game.

So it all comes back, if you're watching this for the first time, you got to go back and watch the last two videos. Because it everything starts with a principle. It starts with a general truth, it starts with a vision of where you're looking to take things and then you have a long term strategy.

Then at the very end, you come up with the tactic that best fits that strategy, to end up with that principle to end up with that vision that end goal. So start with what you want.

It's like Simon Sinek says start with why start with the why. And then you start mapping out how to achieve that over time. And then those two things will show you what tactics to use. Don't fall in love with the tactic.

If you fall in love the tactic, it's going to take you in the wrong direction,

https://www.youtube.com/watch?v=1TPVZLdaivs&feature=youtu.be

Thoughts on strategy from a business strategist.

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

Transcription

So why does strategy matter in business?

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

In fact, I believe this is the 650th episode of Brian J Pombo Live, if you can believe that, you can go back and check out older episodes on YouTube or wherever you happen to be watching or listening to this.

Also, we have an archive which got interrupted last year, but will be soon back in place over at BrianJPombo.com. You should be able to see most of the episodes if not every episode, back over there at least eventually. Stay tuned for that.

So why do strategies matter?

Yesterday, we talked about principles and principles are pretty clear. I mean, principles matter in life, if you believe that principles exist, which I haven't met anyone that doesn't believe that they exist on some level, that there are certain rules that the universe runs by. You know, whether you call that theological or scientific or what have you there, there are certain things that kind of hold everything together.

The when it comes to strategy, it's not something that is often taught in school or discussed hardly at all, we learn a whole lot about principles and about rules and about things that exist or don't exist.

But we don't talk a whole lot about strategy.

What is strategy?

I'll give you my most simplest definition strategy is the process. You go by to plan your how you're going to take the principles or, or gain the vision that you have via principles.

You have a vision for your business, you have a vision for what you're doing in life. Strategy is the game plan to get there. It's the game plan to achieve your dreams and goals and everything else that you aspire to in life.

So how do we go about doing this?

How do you draft out a strategy?

The main thing is to have the intent to have it, you have to have the intent to draw something out to have somewhat of a game plan with the idea that it's flexible.

Because I know a lot of entrepreneurs, a lot of business owners, a lot of people who run things, if you're just the executive of a large company, a lot of times you'll be much more spontaneous. And you don't want to be held down by by rules and regulations and a very specific game plan.

But the game plan is more just it's just the plan, it doesn't mean that's what actually is going to happen. This is just an initial first draft is what how I like to look at it, first draft of where we'd like to go in the most ideal scenario, with what we know of everything that's on the ground and what our obstacles are going to be what we know from right now, where we're going to go from here to get from point A to point B.

That's what the game plan is all about. That's what strategy is, doesn't mean it doesn't change, it totally changes it needs to change you need. This is why I don't just come in and build a strategic plan for our company. And then we're done.

You know, that isn't I don't just get paid once. It's an ongoing thing. Strategy is an ongoing growing thing. Unlike principles, which are pretty solid. And the vision which tends to stay pretty solid. The strategy is always changing.

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

Brace yourself, Brian's gonna share a little story about Jeff Bezos, but it'll be good, promise!

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

Transcription

Why do principles matter in business?

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

It's a big question. Why do principles matter in business? Everything is based on principle, with you know, the principle or not is irrelevant principles are those things that never change. Jeff Bezos said one time, he always gets a question, what's going to change in the next 10 years? And he says he hardly ever gets the question or never gets the question. What's not going to change in the next 10 years?

He said, the second question is more important than the first question. Because you can build a strategy around what's not going to change, you can't build around what is going to change, or you can but it's not, it's not a very solid strategy.

You if you build one on things that aren't going to change, though, that's what matters most. So that's pretty heavy stuff. Because all he's saying is that your strategies need to be based on principle.

So I'm a business strategist, I help people in their business to build strategies build out the plans necessary to go where they want to in their business. And in most cases, I have found business owners do fail to plan properly or fail to stick to a plan long term.

And it is usually the downfall of them not having the business they want. It's not really about the tactics, although that we all think it's about the tactics, the tactics are necessary.

But it doesn't matter what the tactics are, if you don't have a strategy that is first based on principle. So it all comes back to principle principle as the things that don't change. It's human behavior.

It's the physics and nature, there's just certain areas of the world that are fixed and in place, that at least for the most part, you know, there's always a variable that we don't quite understand that affect the end, the end principle.

But that doesn't make the principle wrong. It just means we didn't understand the principle clearly enough. So that's what principles are all about, if you really understand them. So, principle is important, because it's what reality is all based on. It's all about the science behind it. That's what it's all about.

If you want to know more about the strategy, we're going to talk about that tomorrow about why that's so important to business. But go check out my book, 9 Ways to Amazon-Proof Your Business. Get your own free copy at AmazonProofBook.com. We'll be back tomorrow talking about strategies. You have a great night. In the meantime, get out there and let the magic happen.

https://www.youtube.com/watch?v=QN0u6nrRCXI&feature=youtu.be

Listen, get outside and get some fresh air for crying out loud! It'll do you some good.

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

Transcription

One place you need to go.

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

It's Sunday. Now that I'm recording this, I've got my hat on, I'd take it off normally even indoors but you don't want to see my hair. I wasn't gonna take the time to comb it, even for you, I'm sorry, I'm just not gonna do it. It's too late in the evening, so I still have my outdoor gear on.

And I'm slightly unshaven, it's Sunday, this is how I am on most Sundays, okay. And one of the things that I do take care of on Sundays if weather permits, is to get outdoors.

This is something that is great to add into your weekly or bi weekly schedule, you know, every other week, you have to add in some things to mix up your schedule to get you in a different state of mind, if at all possible.

Because it's really easy to get caught up in the mundane and caught up in the crazy schedule. And you kind of lose something, and you feel a little lost in that process. If you're anything like me, eventually you get to a point where it's just like, okay, and what's next, and you lose yourself in the process.

One thing that really helps me to reset is on Sundays, I walk away from all the work except for doing this at night, I walk away from mobile work, I hang out with my family.

Oftentimes if we have work to do in their yard, we go out into the yard, and we get outside as much as possible, get some fresh air even if the weather's not perfect, I try to at least get outside for a little bit. Bundle up if it's cold, you know, hang out in the shade if it's hot, but get outside and get some fresh air and get some sunshine if it's available.

This helps me to reset if at all possible. And there's little things that I use to reset this is one of the things that I used to reset on a regular basis is just changing my environment.

A whole lot of the work I do was in the office, especially nowadays, we're doing a whole lot more video chatting, and things like that with my clients, I do a lot of things at distance. A lot of the work I do is online.

I spend a lot of times indoors in front of a computer. And I just need to switch it up once in a while. And if you're anything like me, I'm going to recommend you do the same thing. So simple, simple idea, but work it into your schedule so that it's automatic, so you don't have to think about it. It's automatic, get outside today.

You know, put it right in your schedule set an hour aside to go out and just breathe. Okay. Hopefully that's helpful to you. Sometimes we just need a little reminder. It's not like you've never heard this stuff before.

But a little reminder, a little nudge in that direction might be helpful for you. If you'd like another little nudge to help you grow your business.

Go check out my free book, 9 Ways to Amazon-Proof Your Business. Yeah, you could pay for a physical copy, where you get a digital copy over at AmazonProofBook.com.

AmazonProofBook.com. 9 Ways to Amazon-Proof Your Business that means that make your business Amazon proof. That mean make it bulletproof to all competition.

So making it to where your competition is completely irrelevant and you can go as far and high as you want to.