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

Here's what we're looking for, the economy, like the stock market, goes in three directions, right? And only three directions. The first direction is, say it with me up, you guys catch on quick, good, up, that's our first strategy, our up market strategy. When the economy is on the way up, consumer preferences go towards higher fees, and the velocity, the economy speeds up. We feel we want to get back what we feel we lost, which is our time, so I'll pay more. I will pay your premium in an up market. Okay. The second direction the economy or the stock market goes is which way sideways. Linear who–who got technical on me? Way to go. Thank you, sir, alright. In a sideways market, which is what we are in right now. By the way, we are in right now. You need a premium model. Now premium doesn't necessarily mean just dollars free. It could also be risk-free.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

A Day With Carl

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

I invite you all to do it, go to Carl gould.com. And look up a day with Carl, all of you put this on your website, immediately. Copy and paste, I don't mind, change my name of yours, of course. And then fill in your number. I started out a day with Carl in the 90s. It was $2500 with 2500 bucks. And then everyone's like, well, how valuable could it be? If I can buy your time for $2500? Really good point. So I made it five, and then it was 7500. And then it was 10,000 then it was 12,000. It's currently at 20 grand, okay? But what does that say about the value of my time if you wanted to buy a day of my time? You see what I mean? So we've done this a number of times and I tried to tell this to him. I told him why didn't try it. I told him to one of my clients. He's an attorney down in Atlanta, and he had a real estate training program. So I told him about this and he's like, call this the dumbest thing you've ever said to me in the years of we've known each other. I'm not doing that. I said, Ben, take my word for it. Just put it up there. What do you care? It's Listen, who's your web–does do–I'll give them the text. All they do is copy and paste. So he's like fine, go ahead. A couple of weeks later, I get a frantic call. It's Ben. I'm like everything alright? He said, ahh that thing–that–you know that stupid thing you made me do two weeks ago that day with Ben, he's–someone bought it.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Service-Based Business - I favor Premium Pricing

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

Now in service-based businesses, I do favor premium pricing, okay? Because of pricing, there's a perceived value that comes with your pricing. If you are high priced, the perception of your quality is that it's what. If your mid-priced perception of your quality is, If you're low, with one exception, if it's super low, what's the perception? Maybe, actually, if you're among the highest priced and among the lowest priced you thought of as an expert, right?  What you want people to say about your pricing is, how do they pull that off? Now I know what we pay here in New Jersey, but for those of you outside of New Jersey, what do you pay for a Google search? Like you go on, type in something, hit search, it's free. It's free outside New Jersey? No shit. You're kidding. How is Google able to bring us the world's library millions of answers per in a second, for free? How are they able to do that? What's their algorithm? They do ads, but what's their algorithm? It's a really good one. Exactly. I don't know what it is either. That's why they're Google. They're smarter than us when it comes to that. That's why they're Google. That's why they have all of the–they have 80% of the search worldwide.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Make Sure Your Pricing Speaks Your Language

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

You choose or whichever model you choose, and make sure that your pricing speaks your language. Now, here's what I will tell you. If you have clients that are a million and above 2 million, 5 million 10 million above, they will pay your fee. They will pay it, right? They value your service, you don't have to give them a lot of free stuff, they will pay you. Your clients under a million will overpay for your service–overpay for your service, they will pay an ultra-premium because of how much they need you and how much they want to emulate the achievers they want to become, okay? I can tell you where all the emulators sit at any concert or any ballgame and its first-row upper deck. Why do they sit in the first row, upper deck? So they can say their first row and they leave off the upper deck part. I agree seats first row. Why is your nose bleeding? Don't worry about it, right? First-row upper deck because they want to say their first row like their counterparts but I can't afford those seats behind home plate or on the 50-yard line or at the mid-court can't afford them. There are 1000 bucks. This is 80 but I'm front row, so I'll overpay for the front row, upper deck, right? Rather than I can't pay the 1000 down there for the mastermind group you're thinking of, put that $100 a month that's a $500 a month program. They'll pay 750 because they're emulators.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Who are we for? Who are we not?

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

Your pricing is like I said, it is a language now. So the first thing it tells you is who you are. More importantly, it tells your clients who they are by working with you. Right? If you are a high-priced or a premium service, what are you telling all the clients that are paying that premium service that they are what also, they are premium also, right?  Now, premium isn't better than mid and is not better than economy, people identify a certain way and you want to make sure that you're talking the language of your audience, right? In the 2000s there was a– and if you ever wear Timberland boots– hey with Timberland boots at one point, they got really popular in urban settings, and their core audience didn't like it and stopped buying them, right? Because they didn't want to be associated with the other demographic for whatever reason and so timberland had to get a new boot, same boot, new name, and put that out there for the urban market, and then their core audience came back.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Stage 2 - The Specialty Stage - Time to Talk Pricing

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

Stage 2, the specialty stage. Alright, here's where you–if you thought stage one was uncomfortable, we might have a little bit of an issue because that stage one, you've only shared the plan with yourself. You even–haven't actually told anybody yet. Stage two is where you really need to position yourself in the marketplace, alright? And pricing, your pricing is the largest, loudest language you speak of all the things that you do. Pricing is your language. A couple of things happen when you announce your pricing. Number one first thing you do is you tell the world who you are. Hi there, I'm Rolex, that's right. 90% of you can leave now. Thank you, whoever's left, alright. Let's have a look at those shitty watches you're wearing. And let's upgrade. Okay, let's get started, alright? There's a reality that you will be attractive to a certain type of company, and you will be unattractive to another type of company or client and that's alright.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Ways to Win - No Competition for #1

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

Of your intellectual property that you've attached yourself to. That's what a good start. The other thing you can do is some of you are doing it by writing books. We're building the identity of your team. What are you personally about? What is your team about? What causes do you take up? Who do you focus on specifically? Why should they care? This is where you must get uncomfortable and the easiest position in the market to go for is number one. It's the least amount of competition. There's almost no competition for number one. There's a ton of competition for where you're at right now. Like, yeah, but there's other– yeah there's nobody– if you're doing it differently, there's nobody there. There's almost no competition for number one. That's what I've learned. It's not the easiest path, but it's the most straightforward path.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Uber is winning on the How.

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

I'll give you an example of a company that's winning on the “How”. Uber–Uber is winning on the “How”. How they get you from point A to point B is pretty cool, right? They've made you a dispatch company, they've made the taxi. They've made the taxi driver, a taxi company, they've totally obliterated the middle person. And all they did was aggregate what was already existing technology, dispatch technology has been around forever. Google Maps has been around rating systems and credit card processing. That's it but the how’s pretty cool. Now I love Simon Sinek and I love to start with why. Do you care about the why of Uber when you get in the car with your driver? A guy wanna know what your guiding principles are before I decided to go with you to the airport. Probably not you don't care you don't care you get in because the how’s pretty cool.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

The How Question of Stage 1

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

Stage one is all about getting the great ideas out of your head and onto paper. Here are two questions that you need to be able to answer in your business in order to differentiate yourself. Number one, question number one is, what is so inspiring or compelling about my business? That my competitors, clients would leave them and come purchase my services and pay a premium, they'd pay more, they'd leave where they are, they'd come to me, pay more. What is so inspiring or compelling about my business? In the beginning for me, I was a Tony Robbins coach. I was a Dale Carnegie leadership coach. I was a Franklin Covey coach, I attached myself to the top intellectual property of the time, you've done the same, why should somebody come and work with you? Well, you have Profit First professionals, you have the Pumpkin Plan, you have clockwork or whatever other methodologies that you're using. That's your “How”.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Airlines Getting it Right - part 4

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

And they showed how other airlines try to mimic this process. And what happened was because they didn't make a full commitment, because they took full service employees and put them in a value service segment of the airline, it didn't work out, because the full paradigm shift wasn't there. They didn't make the full commitment as a company, it was just a department. And as we learned, all of those airlines were willing to sacrifice that department meaning if it didn't work out, it didn't work out, and they would try something new. But they would let that segment of the company fail, and it showed that in Southwest Airlines, their commitment is an obnoxious offer. And they are the leader, undisputed leader in that segment. And the other companies didn't make that full commitment. Most of them if not all of them are gone. Okay. Now, the one exception might be JetBlue, which is a former executives from Southwest Airlines helped start JetBlue. They have made a good commitment there. They have survived that well. And there are others but all the other full service airlines that tried to have their version didn't work out. They didn't fully commit to obnoxious and that is critical when it comes to how your ideal client will respond to you.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.