How do you measure performance? Check out this episode of #70secondCEO.

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

While there will be similarities in these positions from company to company, your business is unique, therefore every position will be unique and the top performer will have a unique description in your business. So you benchmark every individual position in your business and you compare those to the assessments that you and your employees have taken in stage one. You remember you did those assessments, you assess the people, you benchmark the positions, that's the way it works. And then you grow those people and you coach those people up to the levels of the benchmark for your position, want to be the best, create the prototype and then work towards it. Here is one more nuance and a part of the seven stage process that will give you a competitive advantage over your competition.

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Becoming #1 in your field requires a measurable target. That’s where benchmarking comes in…

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

The tangibles are the numbers. That's the 28% of the value of your business, that's based on the numbers. What you do when you benchmark is to find out what are the industry averages in each of the areas of your financial statements and you're going to find out how you compare to everyone else in the industry because it gives you something to shoot for now, it gives you a target, you will know what it takes to become number one in your industry, whether that's your goal or not. You need to know who you're up against, what is the competition and how you can eliminate that competition, you need to understand it first before you can eliminate it. Now you have the intangibles or the people's side. Now you don't benchmark people, you benchmark the positions, you benchmark their jobs. What that means is you create the prototype for each position. So you go back to your discovery organizational chart, and you have your sales and your marketing and your assistants and your secretaries and your accountants and your bookkeepers and your receptionist and you benchmark what is the ideal for that particular position in your business.

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Optimize the performance of each person in your team.

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

Business into what brings it in, what keeps it in putting in all the tasks, and the descriptions of those tasks and then the names of the people next to those tasks. You want to make sure you're creating your brand, your branding strategy, how are you going to become unique, and a leader in your industry. Now you've created–now that you've done this, you've created a number of targets and objectives. You now need to find out how you relate your work so far relates to the optimum in your field, and the optimum performance of each of the individuals and the teams within your business. What does that all mean? That means you're going to go through an exercise called benchmarking. You're going to benchmark the tangibles and the intangibles of a business.

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Have you created an advisory board yet? Find out why you need to, #70secondCEO.

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

The power tools for stage two. First, you want to make sure you're creating your advisory board, who are the other professionals and the other experts that you want to surround yourself with. At a minimum, you should have an attorney or legal adviser, you should have an accountant or tax advisor. Now, these advisors might be the same person, your attorney and your legal adviser might be the same person or they may not, there is a difference. The accountant might do your taxes. The tax advisor is a more strategic partner. It might be the same person and it might not, you'll need to decide that. At a minimum, you want these people on your side, the accountant, the attorney, the Legal Adviser, the tax advisor, you want someone who understands business valuation, and that might be a business broker. That might be a financial benchmarking expert.

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How do you reach top pay in your field? Build your credentials!

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

The challenge that you have here is that most of the time the business runs the owner in stage two, this is an area of concern. Part of your focus needs to be implementing your MVP planning, working with your strategic partner, your advisor, building those credentials and maximizing this stage by making sure you're among the highest compensated in your field, because in stage two, there is a limit to what you can earn. There is a limit, because there's only so many hours in a day, and there's only so many people you can reach. So if you are a tradesman, if you're a doctor, if you're a financial planner, if you're an accountant, if you're an attorney, there are only so many hours in the day and there are only so many clients who can service. So part of the equation is making sure that you are among the top paid in your field and to do that you need to build your credentials to become the highest certified or the highest acclaim in your field.

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What's the top certification in your field? Use it to build your brand!

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

So who are some experts in their field? Well, Elvis Presley, The Beatles, the tops in their field, they didn't invent music, they are the tops in their field. If you're a surgeon, become board certified. If you're a mechanic, what is the top level credential you can get? What's the top certification you can get in your field? Early in the stage, you want to build the quality of the product and your quality, meaning continuously develop those credentials because as you move to the middle part of the stage, it is your brand and it is your credentials, which will begin to gain momentum in your sales. You're going to build those testimonials, you're going to hone the quality of your product and the quality of your offering. That's going to be your focus, most businesses live in this stage for the majority of the time.

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Here’s a great asset you already have… and how you should use it.

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

There is no one else in the world that's like you already by definition, that's the good news and what are you best at by definition, because you are unique, and you have a unique set of significant attributes, you are the best in the world at being you. There are no others like you, what are you the best that embrace who you are at your core, and who you are, when at your best? That is your core strength and you focus on developing your core competency coming from your core strengths. And you'll notice in our personal discovery wheel, how you can design from the inside out from the core outward, so you can build on your strengths.

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Stand out from the crowd! Carl discusses nurturing  a unique business identity.

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. Remember, you've done your planning, you've created your vision, you're on your way to be an MVP organization. Then somebody actually purchases your product or service, your widget. Your idea, a job is now born. Congratulations, someone bought your idea. Here you want to–your outcome is to become an expert in your field to build your core competence. Develop your brand and your image. How are people going to know you? One of the first things we're going to focus on is creating your business identity. What is unique about you? Why should someone hire you over everyone else in your marketplace? And what are you the best in the world app?

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How do you hold yourself accountable to the commitments you’ve made?

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

Take your behavior assessment, your DISC assessment, as we've discussed your values assessment, which is your motivators, and your attributes, assessment, where you understand your strengths and your blind spots. So you'll have your behaviors, your values, and your attributes. And finally, you want to make sure you work at this point. You want to work with a strategic partner, a coach, a mentor, an advisor, somebody that will ask you the questions you are not asking yourself, someone that will hold you accountable to the commitments that you have made. Someone who is emotionally invested only in the result, they're casually indifferent to your problems. They are emotionally invested in you as a person and you achieving your outcome nothing more. That's when you know you've got the right strategic partner, and they will have a skill in the area of helping you attain your goals.

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What does success mean to you?

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 it going to mean to you when you succeed? Who are you going to become in the process? How will you grow? How will you evolve as a person and as a company? And who else will benefit from your success when you have reached the level of success you have designed? And why is it important to you that that person be positively impacted by that? So as you've heard, we've done a variety of planning here and as you've created all of these different plans, focusing on designing your future, you find that you're more clearly defining where it is you're going, and even more specifically, where are you right now?

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