Welcome back to the ProfitSchool podcast Business Unfiltered with Mercer and Jeff Sauer today's topic is Information vs. Transformation.

• Beyond Just Information: Mercer and Jeff explore how information alone has little inherent value - like a battery without a device to power it. True value comes from the transformation that information enables when properly activated and applied.

• The Sales Perspective: Rather than selling pure information (which is widely available and often free), successful businesses should focus on selling transformation - the practical application and results that come from implementing that information effectively.

• Small Steps, Big Changes: Using fitness analogies, they discuss how transformation isn't about dramatic overnight changes but rather small, manageable steps that build momentum. It's about making the journey less daunting and more achievable.

• Business Applications: Jeff and Mercer share real examples from their experience with ProfitSchool. They demonstrate how helping clients transform their businesses through systems and processes is more valuable than providing information about business growth.

• The Pendulum Effect: They introduce an interesting concept about helping clients find balance rather than swinging between extremes in business practices or personal development.

• Key Takeaway: The episode emphasizes that while information is abundant and often free, the real value lies in the frameworks, systems, and guidance that help people transform that information into practical results.