Don't let your brain fool you - it will often makes things out to be bigger than they actually are. Learn how Frank saved one of his clients from creating a whole pile of new products based on a false assumption and instead helped her to see the one thing in her business that was already working well and double down.

• Never listen to your brain, always listen to your calculator.
• "Nobody," "everybody," "always," and "never" are four very dangerous words our brains like to use to generalize.
• Frank has a private client that ran into some trouble. She made a high ticket offer to her list of clients and no one bought. After talking to one of the people on her list, she concluded that no one in her market has any money.
• After digging into this client's main funnel, Frank found that it was actually working very well. The solution to this client's problem is not to create more stuff, butto focus on boosting the effect of her already successful process.
• If she listened to her brain, she would have spent a considerable amount of time creating new products based on the false assumption that no one has any money.
• Don't neglect the processes that are working well. Be careful about letting one failed test or launch skew your perspective on your business.
• It is really hard to find this kind of stuff if you are working in your business. You have to take some time away and just look at the numbers to see what is actually driving revenue.
• Analyze what is really going on in your business and where the money is coming from. It's pretty simple - find out what is working really well and do more of that.
• Beware of your brain - it may make things bigger than they appear!