Why Hire the Obnoxious Guy? Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

What is indicative of that buyer? Okay, what's going on with them, that makes hiring the obnoxious guy the most? Number one is there's probably distress in some way, shape or form. There's a deadline they have to meet. Here's what I learned. People would be hiring me for a project because they had a commercial building that had to close, meaning that to complete the project and get their certificate of occupancy as the landscaper I was one of the last contractors on the job site, we used to work side by side with the paving contractor who used to lay the asphalt and the sidewalks in the outside. There would be some interior work being done but on the outside, it was the landscaping and it was the paving contractor, right? So they were getting to the end of the project and they were under some sort of deadline, right? Or they were having an event in their backyard or at their property. Maybe it was a wedding or a family reunion and it needed to be or big party or graduation and it needed to be done by a certain day.

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Why Hire the Obnoxious Guy? Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

Why hire the obnoxious guy? So why would somebody hire the obnoxious guy or the obnoxious gal? What is it that you're tapping into that makes the buyer the prospect choose that option? Right? It's clearly a lot more money, they're getting the same basic product or project or service, right? There's a few intangibles in there for sure but essentially, it's still the same thing. So why hire the obnoxious guy? What are you tapping into that makes them choose that option? So going back to my early landscaping days, I guaranteed the start date guaranteed the finish date, a guaranteed max price for the scope of work, guaranteed the quality of the work a year later and add experienced project managers on every site. What was I tapping into? What was going on in their life or business or project that made hiring the obnoxious guy a must?

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Growing & Scaling - What's the Difference?

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Growing and scaling are two totally different things. When a business owner gets started they are growing,right. They’re growing their business or getting busier, they’re getting more clients, more customers but they’re--when I say growing, growing implies that the business owners still tie to the business and has to be involved in a day-in, day-out basis. Scaling implies that the business owner is not involved in all day-to-day operation because there’s too many clients to service, too many employees to manage and that business owner can no longer have their hand and everything and so you have to communicate to your clients and you have to communicate to your employees to A: other people and B: through processes and that processes could include like software or automation. So, it’s so important that a business owner give up control and transfer that control to other people who are aligned on their mission,vision, values and purpose and also processes that create predictable and consistent results over time. Now you’ve got scalable--you've got a scalable operation and the only way you can scale is if a business owner (is) willing to give up control.

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Features vs Benefits - Part 3

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

This place hung their entire marketing plan, how they built out their staff, their real estate, their office space, virtually the entire business had their arms wrapped around this one-stop shop concept. Whereas once we dug into who their ideal client avatar is, that person wanted a certain result and would have been willing to overpay or be inconvenienced in order to get it. So they were selling something that their clients weren't buying. We need to fall back in love with the client and find out what would that client want. And here's what we did: we guarantee your smile from life. We guarantee your smile and every procedure that goes into that for life. If you come to us, we will do whatever it takes. And there's a whole host of other features that go or features and advantages that go in with that. But they guaranteed it best in class smile for life. How about that big difference? We're a one-stop shop. Okay, that's fine, or we're going to give you the best result guaranteed.

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 Features vs Benefits - Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

If that corporate executive had the choice between going to multidisciplinary everything under one roof saving me a lot of time practice, and their appearance came out their smile, their cosmetic surgery came out, okay, good, not great, but good. Or they came out with a guaranteed best-in-class smile, cosmetic features changes, surgery, you name it, guaranteed best-in-class, but they had to go to various locations to do it. They had to go to 10 different locations. But the end benefit was you're going to look the best you ever would. Which one? Do you think that person is going to take the convenience of one-stop shop, but a lesser result in an area that's very important to them? Or they'd be willing to be a little inconvenient but get the best-guaranteed result? No matter what. Which one do you think they're choosing? I agree with you, I think they're choosing the best-guaranteed result. Which means how important is the one-stop shop feature of your business? Well, it's pretty good. But is it as important as you keep selling it? And the answer's no.

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Features vs Benefits - Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

Just because you're a one-stop shop, what advantage does that give you? So what competitive advantage does the feature give you? We're a one-stop shop. That means you can have a more collaborative approach to your medical care and you can have subject matter experts talking about your medical care at the same time with you in a more collaborative approach, okay? And so that can help you have a more comprehensive conversation about your medical care, okay? So, that's the advantage. So if I had to go to 10 different medical practices, because they did not have all those specialties under one roof, I would have to manage all those conversations. It's not as comprehensive not as collaborative, you all see that as an advantage, okay? What's the benefit of that? Well, in this particular case, it was a dental practice, okay? So now why would I care that you have everything under one roof? And they said, well, it's gonna save your time? Ah, that's a benefit, that's good. Will it save me money? Well, sometimes because you won't have to have repetitive services. Okay. I like that. I said, Now, hang on a minute. Tell me about your ideal client avatar. And in this particular case, they dealt mostly with corporate executives in this particular practice. And these were people that were on the fast track and they were on a growth track in their careers, you know, and their appearance. This was a cosmetic medical practice, and their appearance, they felt was very important to their career advancement. I said, Oh, okay, got it. So let me ask you a question, folks. If and you answer this for yourself as you're reading and as you're listening.

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Founders get in the Way of Growth

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

I was just reading an interview, an old interview with Bill Gates where he said in the early days of microsoft he--he wrote all the code and then when they bought in coders, he had to sign off on all the code before it went out and then they bought in Steve Ballmer and Steve was like Bill does anything happening that’s it, you’re not doing that anymore and--but Bill Gates had a hard time letting go of the coding because that was his area of competency, right? And so it’s usually the main problem tends to be the founder because we got off the ground and we prove our concept based on the founder’s drive but now we’ve got to--we’ve got to let go of that, let the next generation take over. This is very very common in family-run businesses, where parent(s) won’t let go and so a family can’t scale and have it grow beyond--have it grow beyond what the founder first envisioned and they hold on to the point where their family members scattered.

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First 2 Hires - Part 3

Hi Everyone, Carl Gould here your #70secondCEO, just over a minute of investment per day for a lifetime of results.

One movie that impacted impacted me for a lot of different reasons but did anyone see Schindler’s List? What did Liam Neeson do every time he had an idea throughout the movie? He turned to his, to Ben Kingsley’s character, I forget what his name was. And he just said, ‘I never want those guns to shoot straight again. Can we do it? He’s yeah, we can do it, yep, we can do it. Do we have the money? Yeah, you got enough money, here’s what you can do.’ That’s what I, there’s so many lessons from that movie, but one of the things I took was, Liam Neeson doesn’t happen without his finance person, or somebody, doesn’t have to be a person could be an entity or whomever. But, I have somebody who, I have somebody oversees my personal finances as well as my business. So, I know you guys get squirrely about, oh my God, I don’t want everyone to know what you make, everyone knows what you make. That day, you know, no, no I hide it good. No, you don’t, you don’t hide it good at all. They already know so let them at least help. Ok, so first one executive assistant, second one strong financial person.

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First 2 Hires - Part 2

Hi Everyone, Carl Gould here your #70secondCEO, just over a minute of investment per day for a lifetime of results.

The second one is, a strong finance person, you will never get where you want to get without somebody who can crunch the numbers and tell you if your great idea is actually a great idea or a really bad one. Ok, Melissa worked for 10 years, she is a full charge accountant, she lives in Canada, we sponsored her to be here. I didn’t need an accountant in a small consulting firm, but you know what? For every lame brain idea I came up with I would say, yes or no. She’d be like, go ahead! Or, she’d be like, I don’t think so! Ha ha ha, not a very good idea. And I’d be like, alright, I wouldn’t always listen, which made our relationship so special.

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First 2 Hires - Part 1

Hi Everyone, Carl Gould here your #70secondCEO, just over a minute of  investment per day for a lifetime of results.

My suggestion is your next 2 hires or outsourcing is a personal assistant, number 1 is a personal assistant, alright, I could do this for your life. What are the recurring tasks in your life, your life is a business guys, ok, I get my chops busted all the time on my calendar, I have everything on my calendar, everythings on my calendar. Right, so I come in and they’re like did you take your vitamins yet today? You know, like shut up, but there’s a level of transparency, I get it, but your life is a business. Outsource that to somebody else.The stuff, the recurring tasks, the thing on your life that can happen on a computer screen. Alright, so, look to outsource that, first one is executive assistant.

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