The Secret To Success with Antonio T Smith Jr

Welcome back to another episode of "The Secret to Success" podcast. In today's episode, we delve into the art of making yourself stand out in a crowded marketplace. Drawing inspiration from "The 22 Immutable Laws of Marketing" by Al and Laura Ries, we explore key strategies to differentiate yourself from the competition and establish a unique position in the minds of your customers.

Here are key points discussed in this episode.

1. Create a Distinct Category:

  - Discuss the importance of creating a category in which you can be the first and foremost player.

  - Emphasize the need for a category that is supported by a singular word, making it easier for customers to associate your brand with a specific concept.

2. Be the Opposite of the Leader:

  - Highlight the strategy of fighting against the market leader by positioning yourself as their opposite, rather than attempting to be better than them.

  - Explain how this approach can help you carve out a distinct niche and attract customers who are seeking an alternative to the market leader.

3. Avoid Line Extensions:

  - Share insights from "The 22 Immutable Laws of Marketing" regarding the risks of brand extensions.

  - Discuss the idea that your brand is not necessarily the one that works, but rather the association with something.

  - Encourage listeners to focus on building associations and connections that resonate with their target audience.

4. Study Customers, Market, and Trends:

  - Emphasize the importance of conducting thorough research to understand your customers, market dynamics, and emerging trends.

  - Discuss the concept of finding the "one move" that will have the greatest impact on your brand's success.

  - Encourage listeners to analyze their customers' needs and preferences, identify gaps in the market, and adapt their strategies accordingly.

In a competitive business landscape, it's crucial to make yourself stand out from the crowd. By following the principles outlined in "The 22 Immutable Laws of Marketing," you can create a unique category, position yourself as the opposite of the leader, avoid ineffective brand extensions, and make strategic moves based on customer insights and market trends. Join us next time as we continue to uncover the secrets to success in various aspects of life and business.

Here are notes for this class:

Day 2

Making Yourself Stand Out 

The 22 Immutable Laws of Marketing by Al and Laura Ries

•     Create a category that you can be first in — and make sure that the category is supported by a singular word.
• Fight the leader by not being better, but being their opposite.
• Don’t extend your brand through line extension; it rarely works. Plus, your brand is not the one that works, it’s the association with something.
• Study your customers, market and trends to find the “one move” that works.

1. The Law of Leadership – It’s better to be first that is it is to be better.
2. The first person to fly across the Atlantic was Charles Lindbergh. Neil Armstrong was the first person to walk on the moon. Roger Bannister was the first person to run the four minute mile.
3. What are the names of the people who accomplished these feats second?
4. Bert Hinkler was the second man to fly across the Atlantic. Buzz Aldrin followed Neil Armstrong onto the moon’s surface. John Landy was the second man to run a mile in less than four minutes (only six weeks after Bannister did).
5. While you may have heard of Aldrin, you’re most likely not familiar with the names Hinkler and Landy.
6. Similarly, the leading category in any brand is almost always the first brand into the prospect’s mind. Hertz with rent-a-cars. IBM with computers. Coca-Cola in cola.
7. After WWII, Heineken was the first imported beer to make a name for itself in America. Decades later, it’s still number one. Advil was the first Ibuprofen and is still number one. Time still leads Newsweek. Coke leads Pepsi
8. If you’re second in your prospects mind you’ll languish with the Buzz Aldrins, John Landys and Bert Hinklers of the world.
9. In spite of the benefits of being first though, most companies tend to wait companies until a market develops and then they jump in.

Chapter 1: The Law of Leadership

• It’s better to be first than it is to be better.
• The basic issue in marketing is not convincing prospects that you have a better product or service. The basic issue in marketing is creating a category you can be first in.
• It’s much easier to get into the mind first than to try to convince someone you have a better product than the one who got there first.
• The leading brand in any category is almost always the first brand into the prospect’s mind. E.g Hertz in rent-a-cars, IBM in computers, Coca-Cola in cola.
• Not every first is going to be successful. The timing could be an issue — for e.g your first could be too late.
• Some firsts are also just bad ideas that will never go anywhere. E.g Frosty Paws, the first ice cream for dogs.
• The law of leadership applies to any product, brand or category.
• Imagine you didn’t know the name of the first college founded in America. You can always make a good guess by substituting leading for first. What’s the name of the leading college in US? Most people would say Harvard, and that is indeed the name of the first college founded in America.
• One reason why the first brand tends to maintain its leadership is that the name often becomes generic. Xerox, the first plain-paper copier became the name for all plain-paper copies. Kleenex. Coke. Scotch tape.

1. The Law of the Category – If you can’t be first in a category, set up a new category you can be first in.
2. -Antonio set up a newer category when it comes to business and he is the first in it. Who else do you know that is doing what he is doing?
3. While Bert Hinkler’s name is not a household word, I’m sure you know the name of the third person who successfully flew across the Atlantic Ocean. Her name was Amelia Earhart. The first female to fly across the Atlantic.
4. If you can’t be first in a category, set up a new category you can be first in.
5. Charles Schwab didn’t open a better brokerage firm; he opened up the first discount broker. Lear’s isn’t the best selling woman’s magazine; they’re the best selling magazine for mature women. Dell wasn’t the biggest computer company; they’re the biggest computer company to sell their computers over the phone.

Chapter 2: The Law Of The Category

• If you can’t be first in a category, set up a new category you can be first in.
• Example: What’s the name of the third person to fly the Atlantic Ocean solo? You probably don’t know. Yet you do. It’s Amelia Earhart. But she isn’t known for that. She is known as the first woman to do so.
• IBM was the first in computers. DEC competed by becoming the first in minicomputers.
• Cray Research came up with the first supercomputer. Today, Cray is an $800 million company. Convex put two and two together and came up with the first mini super-computer. Today Convex is a $200 million company.
• You can turn an also-ran into a winner by inventing a new category. Commodore was a manufacturer of home PCs that wasn’t going anywhere until it positioned the Amiga as the first multi-media computer.
• There are many different ways to be first. Dell was the first to sell computers by phone.
• When you launch a new product, the first question to ask yourself is not “How is this new product better than the competition?”, but “First what?”
• Forget the brand. Think categories.
• Everyone is interested in what’s new. Few people are interested in what’s better.

When you’re the first in a new category, promote the category. In essence, you have no competition.

1. The Law of the Mind – It’s better to be first in the mind than to be first in the marketplace.
2. First personal computer was the MITS Altair 8800. Duryea was the first automobile. Du Mont is the first commercial TV set.
3. What’s going on? Is the just mentioned Law of Leadership wrong.
4. Not at all. Here’s the thing …
5. IBM wasn’t first in the marketplace with a mainframe computer, Remington was.
6. However, IBM began a massive marketing campaign to get into people’s mind first and when they did they won the computer battle early.
7. Being first in the mind is everything in marketing. Being first in the marketplace is important only to the extent that it allows you to get into the mind first.Chapter 3: The Law Of The Mind

• It’s better to be first in the mind than it is to be first in the marketplace.
• The law of the mind modifies the law of leadership.
• Being first in the mind is everything in marketing.
• Being first in the marketplace is important only to the extent it allows you to get in the mind first.
• Marketing is a battle of perception, not product, so the mind takes precedence over the marketplace.
• The problem for would-be entrepreneurs is getting the revolutionary idea or concept into the prospect’s mind.
• The conventional solution is money. But it’s not. More money is wasted in marketing than any other human activity.
• You can’t change a mind once it’s made up.
• The single most wasteful thing you can do in marketing is try to change a mind.
• Having a simple, easy-to-remember name helps get into prospect’s minds.

1. The Law of Perception – Marketing is not a battle of products, it’s a battle of perceptions.
2. Some marketers see the product as the hero of the marketing program and that you win and lose based on the merits of your products.
3. Ries and Trout disagree – what’s important is the perceptions that exist in the minds of your prospects and customers. They cite as an example the three largest selling Japanese imports, Honda, Toyota and Nissan.
4. Most people think the battle between the three brands is based on quality, styling horse power price. Not true. It’s what people think about Honda Toyota and Nissan which determines which brand will win.

Chapter 4: The Law of Perception

• Marketing is not a battle of products, it’s a battle of perception.
• It’s an illusion. There is no objective reality. There are no facts. There are no best products.
• All that exists in the world of marketing are perceptions in the minds of the customer or prospect.
• The perception is the reality. Everything else is an illusion.
• Marketing is a manipulation of these perceptions.
• Most marketing mistakes stem from the assumption that you’re fighting a product battle rooted in reality.
• What some marketing people see as the natural laws of marketing are based on a flawed premise that the product is the hero of the marketing program and that you’ll win or lose based on the merits of the product.
• This is why the natural, logical way to market a product is invariably wrong.
• Only by studying how perceptions are formed in the mind and focusing your marketing programs on those perceptions can you overcome your basically incorrect marketing instincts.

1. The Law of Focus – The most powerful concept in marketing is owning a word in the prospect’s mind.
2. A company can become incredibly successful if it can find a way to own a word in the mind of the prospect.
3. Federal Express was able to put the word ‘overnight’ in the minds of their prospects. Xerox owns ‘copier’; Hershey owns ‘chocolate bar’; Coke owns ‘cola’; Heinz owns ‘ketchup’; Crest owns ‘cavities’; Volvo owns safety; Nordstrom’s owns service.
4. The word should be simple and benefit oriented. One word is better than three or four.
5. Words can change ownership. In the early days of the personal computer, Lotus owned the word ‘spreadsheet’. Now it belongs to Microsoft thanks to ‘Excel’.

Chapter 5: The Law Of Focus

• The most powerful concept in marketing is owning a word in the prospect’s mind.
• Not a complicated word, or an invented word. Simplest words are the best, words taken right out of the dictionary.
• You “burn” your way into the mind by narrowing the focus to a single word or concept.
• Just Do It. The Best Part of Waking up…. Prime Membership.  
• The law of leadership enables the first brand or company to own a word in the mind of the prospect.
• The leader owns the word that stands for the category. For e.g IBM owns the word “computer”.
• If you’re not a leader, your word has to have a narrow focus.
• Your word has to be “available” in your category. No one else can have a lock on it.
• The most effective words are simple and benefit-oriented.
• No matter how complicated the product, no matter how complicated the needs of the market, it’s always better to focus on one word or benefit rather than two or three or four.
• While words stick in the mind, nothing lasts forever. There comes a time when a company must change words.
• You can’t take somebody else’s words.
• What won’t work is leaving your own word in search of a word owned by others.
• The essence of marketing is narrowing the focus. You can’t stand for something if you chase after everything.
• You can’t narrow the focus with quality or any other idea that doesn’t have proponents for the opposite point of view. For example: You can’t position yourself as an honest politician, because nobody is willing to take the opposite position.
• Once you have your word, you must go out of your way to protect it in the marketplace.
• 
  
• 
  

1. The Law of Exclusivity – Two companies cannot own the same word in the prospect’s mind.
2. When a competitor owns a word or position it’s futile to own the same word. For instance Volvo owns the word ‘safety’. Many automakers have tried to wrestle that word away from them, but none have been successful.
3. Energizer tried to wrestle ‘long lasting’ away from Duracell. But Duracell got in people’s minds first.

Chapter 6: The Law Of Exclusivity

• Two companies cannot own the same word in the prospect’s mind.
• It’s wrong to think that if you spend enough money, you can own the idea.
• 
  
• 
  
• 
  

1. The Law of the Ladder – The strategy to use depends on which rungs you occupy on the ladder.
2. The primary objective is to be first, but if you’re not – all is not lost.
3. Avis lost money for 13 years in a row when they used the slogan “Finest in rent-a-cars”. It wasn’t until they changed it to “Avis is only No.2 in rent-a-cars. So why go with us? We try harder” that their fortune turned around. (Avis was later sold to ITT who ordered up the advertising theme “Avis is going to be number one” which bombed.)
4. Another campaign that worked was when 7 Up, the leader in the lemon-lime soda category wanted to make inroads into the larger cola market. When they positioned themselves as “The Uncola” they climbed to the third largest selling soft drink in America.
5. Chapter 7: The Law Of The Ladder

• The strategy to use depends on which rung you occupy on the ladder.
• All products are not created equal.
• There is a hierarchy in the mind that prospects use in making decisions.
• For each category, there is a product ladder in the mind. On each rung is a brand name. For e.g car rental. Hertz is on the top rung, Avis is on the 2nd rung, and National on the third.
• Your marketing strategy should depend on how soon you got into the mind and consequently which rung of the ladder you occupy.
• Example: Avis admitted it was #2. Told prospects to go with them because they tried harder. They made money.
• The mind is selective. Prospects use their ladders in deciding which information to accept and which information to reject.
• In general, a mind only accepts new data that is consistent with its product ladder in that category. Everything else is ignored.
• How many rungs are there on your ladder?
• Products you use every day tend to be high-interest products with many rungs. And vice versa.
• There’s a relationship between market share and your position on the ladder in the prospect’s mind.
• Sometimes your own ladder or category might be too small. It might be better to be a small fish in a big pond than to be a big fish in a small pond. It’s sometimes better to be №3 on a big ladder than №1 on a small ladder.

1. The Law of Duality – In the long run, every market becomes a two-horse race.
2. In batteries, it’s Eveready and Duracell. In photographic film, it’s Kodak and Fuji. In rent-a-cars, it’s Hertz and Avis. In mouthwash, it’s Listerine and Scope. In fast food, it’s McDonalds and Burger King. In running shoes, it’s Nike and Reebok. In toothpaste, it’s Crest and Colgate.
3. Chapter 8: The Law Of Duality

• In the long run, every market becomes a two-horse race.
• Early on, a new category is a ladder of many rungs. Gradually, the ladder becomes a two-rung affair. E.g Coke vs Pepsi.

1. The Law of the Opposite – If you’re shooting for second place, your strategy is determined by the leader.
2. If you’re number two it makes sense to try and leverage the leader’s strength into a weakness. An example of this is the campaign Pepsi Cola used to become the choice of the new generation (versus Coke-Cola being the old established product).
3. Scope successful hung the “medical breath” label on market leader Listerine by becoming the good tasting mouthwash that kills germs.
4. Other examples are Lowenbrau’s “You’ve tasted the German beer that’s the most popular in American. Now taste the German beer that’s the most popular in German” and advertising slogan used to launch Tylenol in 1955 “For the millions who should not take aspirin” (when it was discovered that aspirin caused stomach bleeding).
5. Chapter 9: The Law Of The Opposite

• If you’re shooting for second place, your strategy is determined by the leader.
• Wherever the leader is strong, there is an opportunity for a would-be №2 to turn the tables.
• A company should leverage the leader’s strength into a weakness.
• You must discover the essence of the leader and then present the prospect with the opposite.
• Too many potential №2 try to emulate the leader. This is an error. You must present yourself as the alternative.
• The law of the opposite is a two-edged sword. It requires honing in on a weakness that your prospect will quickly acknowledge.
• Marketing is often a battle for legitimacy. The first brand that captures the concept is often able to portray its competitors as illegitimate pretenders.
• A good#2 cannot afford to be timid.

1. The Law of Division – Over time a category will divide and become two or more categories.
2. A category starts off as a single entity. But over time it breaks up into other segments.
3. Computers for example, you have: mainframes, minicomputers, workstations, personal computers, laptops, notebooks.
4. Beer is the same way. Today’s there’s imported and domestic beer. Light, draft and dry beers. Even non-alcoholic beers.
5. Each segment has its own leader (which is rarely the leader in the original category).
6. Chapter 10: The Law Of Division

• Over time, a category will divide and become two or more categories
• Each segment is a separate, distinct entity. Each segment has its own reason for existence. Each segment has its own leader, which is rarely the same as the leader of the original category.
• The way for the leader to maintain its dominance is to address each emerging category with a different brand name.
• 
  
• 
  

1. The Law of Perspective – Marketing effects takes place over an extended period of time.
2. Does a sale increase a company’s business or decrease it? Obviously in short term it increases it, but more and more there’s evidence to show sales decrease business in the long term by educating customers not to buy at regular prices.
3. Sales also say to people that your regular prices are too high. To maintain volume some companies find they have to run continuous sales. In the retail field, the big winners are Kmart and Wal-mart who are known for their everyday low prices.
4. Chapter 11: The Law Of Perspective

• Marketing effects take place over an extended period of time
•       Many marketing move exhibit the same phenomenon. The long-term effect is often the exact opposite of the short-term effect. For e.g a sale. A sale increase in a business in the short-term, but there are increasing evidence that shows that sales educate customers not to buy at regular prices.
• 
  
• 
  

1. The Law of Line Extension – There is an irresistible pressure to extend the equity of the brand.
2. Here are two examples they give of companies harming their brand by overextending it:
3. The introduction of Coors Light caused the collapse of regular Coors which today sells one-fourth of what it used to.
4. Back in 1978, 7 Up had a 5.7 percent market share. Then they added 7Up Gold, Cherry 7 Up and assorted diet versions. In the early 90’s, 7 Up’s share had fallen to 2.5 percent.
5. Chapter 12: The Law Of Line Extension

• There’s an irresistible pressure to extend the equity of a brand.
• One day a company is tightly focused on a single product that is highly profitable. The next day the same company is spread thin over many products and is losing money.
• When you try to be all things to all people, you inevitably wind up in trouble.
• Line extension usually involves taking the brand name of a successful and putting it on a new product you plan to introduce.
• Marketing is a battle of perception, not product. In the mind, for example, A-1 is not the brand name, but the steak sauce itself.
• Less is more. If you want to be successful today, you have to narrow the focus in order to build a position in the prospect’s mind.

1. The Law of Sacrifice – You have to give up something to get something.
2. If you want to be successful today you should give something up.
3. The first area you could sacrifice in is your product line. The example they give is Federal Express who focused on one service: small overnight deliveries.
4. The second is market share. Pepsi gave up part of their market when they focused on the youth market and it worked brilliantly – it brought them within 10% market share of Coca Cola. Here a few of the other companies Reis and Trout cite as having given up market share by specializing: Foot Locker (athletic shoes); The Gap (casual clothing for the young at heart); Victoria Secret (sexy undergarments); The Limited (upscale clothing for working women).
5. The third sacrifice is constant change. One of the examples they list is White Castle whose restaurants look the same as they did sixty years ago and still sell the same frozen sliders, yet they still average over a million dollars per year per location.
6. Chapter 13: The Law Of Sacrifice

• You have to give up something in order to get something
• This law is the opposite of Law 12.
• If you want to be successful, you have to give up something.
• There are 3 things to sacrifice: product line, target market and constant change.
•         The generalist is weak.
• 
  
• 
  
• 
  

1. The Law of Attributes – For every attribute, there is an opposite, effective attribute.
2. The Law of Exclusivity says that two companies can’t own the same word or position. A company must seek out another attribute (it's much better to find an opposite attribute, similar won’t do).
3. For instance, Crest owns the word “cavities”. Other toothpastes avoided “cavities”. Instead they focused on taste, whitening, and breath protection.
4. Of course, all attributes aren’t created equally. When it comes to toothpaste “cavities” is the best. If the best one is taken you must move on to an attribute and live with a smaller share of the market. And then dramatize its value and increase your market share.
5. Chapter 14: The Law Of Attributes

• For every attribute, there is an opposite, effective attribute.
• Too often a company attempts to emulate the leader. It’s much better to search for an opposite attribute that will allow you to play off against the leader.
• All attributes are not created equal. Some attributes are more important to customers than others. You must try and own the most important attribute.
• You cannot predict the size of a new attribute’s share, so never laugh at one.
• 
  
• 
  

1. The Law of Candor – When you admit a negative, the prospect will give you a positive.
2. First admit a negative and then twist it into a positive.
3. Examples:
4. “Avis is only No.2 in rent-a-cars” (Avis tries harder)
5. “With a name like Smuckers it has to be good” (We have a bad name, but a good product.)
6. “The 1970 VW will stay ugly longer.” (A car that ugly must be reliable.)
7. “Joy. The Most expensive perfume in the world.” (At $375 an ounce, it has to be sensational.)
8. When you state a negative it’s automatically viewed as the truth. When you state a positive it’s looked upon as dubious at best.
9. Another great example of twisting a negative into a positive is how Listerine reacted when Scope entered the market with a “good-tasting” mouthwash. They came out with “Listerine: The taste you hate twice a day.”
10. Chapter 15: The Law Of Candor

• When you admit a negative, the prospect will give you a positive.
• It goes against corporate and human nature to admit a problem. Yet one of the most effective ways to get into a prospect’s mind is to first admit a negative and twist it into a positive.
• Candor is disarming.
• Every negative statement you make about yourself is instantly accepted as truth (NOTE: This is a similar law stated in 48 Laws of Power.)
• You have to prove a positive statement to the prospect’s satisfaction. No proof is needed for a negative statement.
• When a company starts a message by admitting a problem, people tend to almost instinctively open their minds.
• Example: Listerine used to advertise with “The taste you hate twice a day.” which set them up for selling the idea of killing a lot of germs.
• The Law of Candor must be used carefully and with great skill.
• Your negative must be widely perceived as a negative.
• It has to trigger an instant agreement with your prospect’s mind.
• Next, you have to shift quickly to the positive. The purpose of candor isn’t to apologize. It is to set up a benefit that will convince your prospect.

1. The Law of Singularity – In each situation, only one move will produce substantial results.
2. According to Reis and Trout “many marketing people see success as the sum total of a lot of small efforts beautiful executed. They think as long as they put the effort in they’ll be successful whether you try hard or try easy, the differences are marginal”. They say the one thing that works in marketing is the single, bold stroke.
3. An example they give is the two strong moves that were made against General Motors. The Japanese came at the low end with small cars like Toyota, Datsun and Honda. The Germans came at the high end with super premium cars like Mercedes and BMW.
4. Chapter 16: The Law Of Singularity

• In each situation, only one move will produce substantial results (similar to 80/20 principle.)
• Many marketing people see success as the sum total of a lot of small efforts beautifully executed. They think they can pick and choose from a number of different strategies and still be successful as long as they put enough effort into the program.
• They seem to think the best approach is “get into everything.”
• Trying harder is not the secret of marketing success.
• History teaches that the only thing that works in marketing is the single, bold stroke.
• In any given situation, there is only one move that will produce substantial results.
• What works in marketing is the same as what works in the military — the unexpected.
• To find that singular idea of concept, marketing managers have to know what’s happening in the marketplace.

1. The Law of Unpredictability – Unless you write your competitors’ plans, you can’t predict the future.
2. Marketing plans based on what will happen in the future are usually wrong. It’s very difficult to predict your market. You can get a handle on trends, but the danger for many companies is they jump to conclusions about how far a trend will go.
3. Chapter 17: The Law Of Unpredictability

• Unless you write your competitor’s plans, you can’t predict the future.
• Implicit in most marketing plans is an assumption about the future. Yet such marketing plans are usually wrong.
• Most companies live from quarterly report to quarterly report. That’s a recipe for problems. Companies that live by the numbers, die by the numbers.
• Good short-term planning is coming up with that angle or word that differentiates your product or company. Then you set up a coherent long-term marketing direction that builds a program to maximize that idea or angle.
• Not a long-term plan, but a long-term direction.
• While you can’t predict the future, you can get a handle on trends, which is a way to take advantage of change.
• The danger of working with trends is extrapolation. Many companies will jump to conclusions about how far a trend will go.
• Equally as bad as extrapolation is the common practice of assuming the future will be a replay of the present.
• One way to cope with an unpredictable world is to build an enormous amount of flexibility into your organization.
• NOTE: There is a difference between predicting the future and taking a chance on the future.

1. The Law of Success – Success often leads to arrogance and arrogance to failure.
2. Ego is the enemy of successful marketing. Objectivity is what is needed.
3. Companies who became arrogant according to Ries and Trout are General Motors, Sears, Roebuck and IBM. Quite simply they felt they could anything they wanted to in the marketplace. And of, course, they were wrong.
4. In my opinion, IBM’s arrogance peaked back in the days of the IBM PC, XT, AT and the PS/2 line of computers. The difference between models was based more on marketing considerations rather than supplying their customers with a technically superior product. Compaq computers, on the other hand, focused on pushing the technical limits of their products and soon gained a reputation for building a superior computer, eventually outselling IBM.
5. The bottom line being while ego can be an effective driving force when it comes to building a business – it can hurt if you inject it into your marketing.
6. Chapter 18: The Law Of Success

• Success often leads to arrogance, and arrogance to failure.
• Ego is the enemy of successful marketing.
• Objectivity is what is needed.
• When people become successful, they tend to become less objective. They often substitute their own judgment for what the market wants.
• Ego can be an effective driving force in building a business. What hurts is injecting your ego in the marketing process.
• Brilliant marketers have the ability to think like how a prospect thinks. They put themselves in the shoes of their customers.

1. The Law of Failure – Failure is to be expected and accepted.
2. Too many companies try to fix things rather than drop things. For instance, American Motors should have abandoned passenger cars and focused on the Jeep. IBM should have dropped copiers and Xerox should have dropped computers years before they finally recognized their mistakes.
3. Chapter 19: The Law Of Failure

• Failure is to be expected and accepted.
• Too many companies try to fix things rather than drop things.
• Admitting a mistake and not doing anything about it is bad for your career. A better strategy is to recognize failure early and cut losses.

1. The Law of Hype – The situation is often the opposite of the way it appears in the press.
2. Hype usually means a company’s in trouble. According to Ries and Trout, when things are going well you don’t need hype.
3. For example, new coke had tons of publicity, but as everyone knows it bombed. Remember Steve Job’s NeXt Computers? All the hype in the world couldn’t turn NexT Computers into the next big thing in computers.
4. History is full of failures that were successful in the press. Tucker 48, US Football league, Videotext, the automated factory, the personal helicopter, the manufactured home, the picture phone, polyester suits. The essence of the hype was not just that these products would be successful, but they would render existing products obsolete.
5. For the most part hype is hype. The authors tell us that "real revolutions don’t arrive at high noon with marching bands and coverage on the 6:00 pm news. Real revolutions arrive unannounced in the middle of the night and sneak up on you."
6. Chapter 20: The Law Of Hype

• The situation is often the opposite of the way it appears in the press.
• When things are going well, a company doesn’t need the hype. When you need the hype, it usually means you’re in trouble.
• Real revolutions in the industry don’t arrive at high noon with marching bands. They arrive unannounced in the middle of the night and sneak up on you.

1. The Law of Acceleration – Successful programs are not built on fads, they’re built on trends.
2. According to Ries and Trout, "A fad is a wave. A trend is the tide. A fad gets hype. A trend gets very little. A fad is a short-term phenomena that in the long-term doesn’t do a company that much good".
3. A great example they cite is Coleco Industries Cabbage Patch Kids. They hit the market in 1983. Two years later they had sales of 776 million with profits of 83 million.
4. Then in 1988 the bottom fell out. Coleco filed for Chapter 11. (In 1989, they were acquired by Hasbro where Cabbage Patch Kids with more conservative marketing are doing quite well.)
5. Fads don’t last. When everyone has a Ninja turtle, nobody wants one anymore. Compare that to Barbie which is a trend and continues to be popular.
6. Chapter 21: The Law Of Acceleration

• Successful programs are not build on fads, they are built on trends.
• A fad is like a wave in the ocean, and a trend is the tide. Like the wave, the fad is very visible but it goes up and down in a hurry. Like the tide, a trend is almost invisible, but very powerful over the long-term.
• A paradox: if you were faced with a rapidly rising business, with all the characteristics of a fad, the best thing you could do is to dampen the fad and stretch it out.
• 
  
• 
  

1. The Law of Resources – Without adequate funding an idea won’t get off the ground.
2. The best idea in the world needs money to make it happen. A mediocre idea and a million dollars is better than a great idea with no money.
3. Chapter 22: The Law Of Resources

• Without adequate funding, an idea won’t get off the ground.
• You need money to get into a mind. And you need money to stay there.
• First get the idea, then get the money to exploit it.

Welcome to another episode of "The Secret to Success" podcast. In today's episode, we dive into the concepts of discipleship, leveraging social media threads, and the power of transformation. Join us as we explore the importance of disciples, the benefits of using threads on platforms like Instagram, and how contrast and imperfection can lead to personal growth.

Here are some key points discussed in this episode:

1. The Significance of Disciples:

  - Disciples play a vital role in spreading your vision and message to a wider audience.

  - Emphasize the importance of cultivating disciples and how they can contribute to the growth of your brand and business.

  - Highlight the value of discipleship in evangelism and the power of having individuals who believe in your vision and replicate it.

2. Leveraging Threads on Instagram:

  - Explore the functionalities and benefits of using threads on platforms like Instagram.

  - Discuss the extended character limit for posts and the ability to share longer videos.

  - Highlight the ease of joining threads by simply clicking the profile image on Instagram.

  - Explain the underpriced attention and the potential for building a strong following on Instagram through threads.

3. Artificial Intelligence and Personal Branding:

  - Share how artificial intelligence can be used to generate similar posts based on your favorite influencers or competitors' content.

  - Discuss the value of analyzing and learning from successful posts to improve your own content creation.

4. The Power of Transformation and Imperfection:

  - Share stories and insights on personal transformation and growth.

  - Emphasize that transformation occurs by allowing individuals to embrace their flaws and learn from contrast.

  - Highlight the significance of understanding why some people may not resonate with you and the importance of accepting imperfections.

5. Moving Through Customer Levels:

  - Discuss a story illustrating the journey of customers from seekers to disciples.

  - Explore the importance of understanding the environment, values, and perspectives of your audience.

  - Explain the significance of creating an environment that aligns with your message and values to attract the right customers.

Discipleship, leveraging social media threads, and embracing imperfection are powerful elements in building a strong personal brand and connecting with your audience. By understanding the significance of disciples and their role in evangelism, utilizing the features of threads on platforms like Instagram, and embracing transformation through imperfection, you can create a loyal following and meaningful connections. Remember, your ability to transform others lies in embracing contrast and allowing individuals to keep their flaws. Join us next time for more insights on the secret to success.

NOTES:

Disciples and Threads

7/6/23

• No one knows anything.
• Don’t be afraid to test and change.
• You can’t do this without disciples.
• It’s not about being popular, it’s about getting paid.
• Your call has nothing to do with being secluded inside walls.

What is a Disciple?

Why are they important?

When are we going to take our brand and business seriously enough to be first?

Threads

(How to Use Threads: https://www.youtube.com/watch?v=Wokfz40ENXg)

• From Competition to SnapChat Killer
• Posts can be up to 500 characters long and videos can be up to 5 minutes long
• If you already have Instagram, they made it easy to join just by clicking your profile image to join
• Already has 5 million users.
• Instagram is built on its current disciples.
• Underpriced attention
• You can not make a disciple without attention
• Still, post on your Instagram account.

Artificial Intelligence

• If you are looking for a post, follow your favorite person/competition/leader in their field.
• Take a post, put it into ChatGPT and ask for it to give you 25 posts like that post.

How Antonio Is Using Threads:

• Antonio is sifting his audience
• Only looking for Super Fans / Disciples
• Only follows who he wants to follow
• Using threads just to find Jeromes, Adonias, Jerrys, etc.
• Easier to have a business model to get 10,000 people that will pay you monthly and yearly.
• Get the core and the brands will come.
• Cares about everyone that ported over to Threads.
• Instagram launched Threads and hit millions in hours.

RhinoLeg

• Antonio took the RhinoLeg BurnChat and made it its own app.
• BitCoin level encryption
• Secure sending and receiving of messages and they burn from where you sent and from the database.
• Twitter-like timeline
• When you post on your public timeline, they are safe, encrypted and burn if you want that too.

How To Create Disciples / Super Fans:

• Your goal should be about creating Super Fans.
• This gets you predictable revenue.
• Disciple: Someone who has the vision, owns the vision, and carries the vision to more people better than you and more than you. They duplicate you and your vision without your permission.
• The disciples have always been more important in evangelism.
• A disciple is smart enough to look in the past and go, you did it before, but dumb enough to look in the future and say I don’t know how it’s going to get done but I know it’s going to get done.

How to move through the levels of customers

• Darren’s Story About the Goldfish
• What’s the bag? - If you don’t have any focus on the bag, your ministry is ineffective. The bag should not be your church. The bag shouldn’t match the water.
• The bag is the old character flawed self.
• Believers = They will not automatically get in your bag.
• The vibration of the new seeps through the bag and begins to change you.
• What’s the water?
• What’s the tank?
• What’s the store? - Their Environment: Take someone from their environment and throw them in YOUR environment, you will shock them and kill them.
• Everyone you are looking for is in the store.
• What’s the store’s water? - The water at the store is in a different vibrational harmony than the water in the tank.
• Disciple = I need to change my water. Tell me about yours.
• Worker = How can I align my water with your water? Tell me about your water. Synergy?
• Believers = I’ve been through some stuff and I hear what you saying. I used to be….. I would’ve cussed you out last year. I can receive what you are saying.
• Seekers = Not trying to hear anything. This is a move of God. You can’t do anything but plant the seed. You can’t change a seeker. You have to present yourself faultless. The pain causes them to move from Seeker to Believer. To get a seeker to a believer is LOVE. Your only job with a seeker is to make them feel good about the filth they are in.
• Know why people don’t like you.
• Even Jesus struggled to finish.

Closing Thoughts

• You transform people by letting them keep their filth.
• Without contrast, no one is trying to hear you.
• It’s the contrast that keeps you leveling up.
• Nobody is perfect and you don’t need to be.

Welcome to another episode of "The Secret to Success" podcast. In this episode, we explore the topic of building for your four types of customers. We'll discuss strategies for effective storytelling, the power of the Epiphany Bridge, and the essential elements of a personal brand. Join us as we delve into these valuable insights to help you attract and connect with your target audience.

Here are some key points discussed in this episode:

1. Pixar's 22 Rules for Storytelling:

  - We explore Pixar's 22 rules for storytelling, which provide valuable guidelines for creating engaging narratives.

  - From focusing on interesting aspects for the audience to simplifying and challenging characters, these rules can elevate your storytelling skills.

  - The importance of crafting a compelling ending, letting go of perfection, and embracing surprise elements are also discussed.

2. The Epiphany Bridge Questions:

  - The Epiphany Bridge framework is a powerful tool for effective storytelling and personal branding.

  - We explore ten essential questions that guide the Epiphany Bridge, including the background, desires, struggles, epiphany, and transformation experienced during a journey.

  - By answering these questions, you can create a captivating narrative that resonates with your audience and establishes a connection.

3. Four Things Needed to Be a Personal Brand:

  - To build a strong personal brand, we discuss four essential elements:

   - An attractive character: Presenting yourself in an appealing and relatable way.

   - Being polarizing: Expressing your unique perspective and attracting those who resonate with it.

   - Telling parables: Sharing stories that convey your message and capture the imagination of your audience.

   - Having a good backstory: Highlighting your personal journey and experiences that shape your identity.

Crafting compelling narratives, leveraging the power of the Epiphany Bridge, and developing a strong personal brand are essential strategies for attracting and connecting with your target audience. By implementing the storytelling rules shared by Pixar, answering the Epiphany Bridge questions, and focusing on the key elements of a personal brand, you can effectively engage and build relationships with your customers. Join us next time for more insights on the secret to success.

Welcome to the Secret to Success Podcast, where we uncover the strategies and insights behind the success of today's thriving businesses. In this episode, we delve into the power of subscription-based business models. Join us as we explore why subscriptions are dominating the market, how they make your company more valuable, and which subscription models are best suited for different types of businesses.

Segment 1: The Rise of the Subscription Economy

Subscription-based services have become a significant part of today's business landscape. From tech giants like Apple and Microsoft to e-commerce behemoth Amazon, companies across industries are embracing subscriptions. In this segment, we discuss three key reasons behind the subscription model's renaissance:

1. The Access Generation: The rise of the access generation has shifted consumer preferences towards access to material rather than ownership. We explore why this change in mindset has propelled the subscription economy.

2. Trust in Online Transactions: The evolution of online transactions has made consumers more comfortable with making financial transactions online. We highlight the transformation from mistrust in the early days of the internet to the current widespread acceptance of online payments.

3. Data as a Key Asset: Data has become a crucial asset in today's economy, and subscription-based companies heavily rely on data collection. We explain how data-driven insights contribute to the success of subscription businesses.

Segment 2: Making Your Company Valuable and Enjoyable to Run

In this segment, we explore the benefits of implementing subscription-based business models. We discuss how subscriptions increase your company's financial value and simplify various aspects of running a business, such as demand estimation and inventory planning. Key points covered include:

1. Predictable Cash Flow: Subscriptions provide a predictable stream of cash flow, making your business more attractive to potential investors.

2. Simplified Operations: With steady subscribers, you can optimize labor, raw materials, and inventory, streamlining your operations and planning more effectively.

3. Reliable Payments: Subscription fees offer a more reliable form of payment, ensuring that revenue is received on time.

4. Protection Against Recessions: Recurring revenue from subscriptions acts as a safeguard during economic downturns.

Segment 3: Subscription Models for Different Businesses

Not all subscription models are created equal. In this segment, we explore two popular subscription models and discuss which types of businesses they suit best:

1. Consumables Model: We examine how companies like Dollar Shave Club thrive by offering subscriptions for products that customers regularly need to replenish.

2. Surprise Box Model: We delve into the success of subscription services like Bark Box, which curate themed packages of goods for subscribers. We also discuss the challenges of sourcing different products from various manufacturers each month.

Segment 4: Building Communities and Providing Peace of Mind

For businesses looking to build communities or offer peace of mind, specific subscription models are highly effective. This segment covers two such models:

1. Private Club Model: We explore how companies offer exclusive services or experiences to wealthier customers, who pay premium membership fees to gain access.

2. Network Model: We discuss how building a network-based subscription service benefits both subscribers and the business, with each new subscription enhancing the value for all members.

Segment 5: Content-Based Subscription Models

Businesses centered around offering content or information require unique subscription models. In this segment, we focus on two models tailored for such businesses:

1. Membership Website Model: We discuss how membership websites monetize expertise by offering valuable information behind a paywall, targeting business-to-business customers in particular.

2. All-You-Can-Eat Library Model: We explore the success of online music providers and streaming platforms like Netflix, which offer unlimited access to a vast selection of content.

Segment 6: Subscriptions for Elite Customers and

Measuring Success

Some businesses benefit from offering priority access to their most loyal customers. This segment covers the front-of-the-line model and explores the importance of setting up systems to cater to these subscribers. Additionally, we address the challenge of measuring progress and offer insights into developing new metrics specific to subscription-based businesses.

Segment 7: Conclusion and Actionable Advice

In the final segment, we summarize the key takeaways from this episode and provide actionable advice for businesses considering or already implementing subscription-based models. We emphasize the need to embrace the new business landscape, let go of traditional practices, and adopt the right strategies to thrive in the subscription economy.

Thank you for joining us on this episode of the Secret to Success Podcast. We hope you gain valuable insights into the power of subscription-based business models. Don't forget to subscribe to our podcast to stay up to date with the latest strategies and secrets behind successful businesses. Until next time, remember to adapt, innovate, and unlock the secret to your success!

Welcome back to another captivating episode of "The Secret To Success" podcast. In today's episode, we dive deep into the art of selling from the stage and the power of creating an unforgettable show for your audience. Join us as we explore proven strategies to separate yourself from the noise, captivate your audience's attention, and master the art of closing deals with confidence and finesse.

In this episode, we unravel the secrets of selling from the stage and crafting an unforgettable show experience for your audience. We discuss the importance of separating yourself from the noise and deprogramming your audience within the first five minutes. We delve into the two crucial components of selling from the stage: the show itself and the close. Through practical insights and actionable steps, we provide a comprehensive guide to creating a remarkable presentation and maximizing your sales potential.

Here are key points discussed in this episode:

1. The Show:

- We emphasize the significance of approaching your presentation as a show. The Chinese proverb "Hearing something 1,000 times is not as convincing as seeing it once" highlights the power of visual demonstration over mere words. Focus on creating trust and certainty in the minds of your audience through dramatic visuals and unique value propositions.

- Deliver an exceptional audience experience by introducing fresh and valuable information every two minutes. Your presentation should be a showcase of your expertise, solving major problems, and demonstrating your competence and talent.

- Engage your audience's primal desires by understanding that entertainment and showmanship are at the core of every human being. Craft a captivating experience that leaves a lasting impression and builds trust.

2. The Close:

- Shift the focus from selling your product to selling the joy of the lifestyle your audience will gain. Contrast the pain they currently experience with the pleasure and transformation your offering can provide.

- Create scarcity by clearly stating that you have limited spots available or that you will only work with a specific type of person. This helps generate interest and exclusivity.

- Avoid desperation in your approach. Instead, embody confidence and convey the value and necessity of your offering. Remember, bread and water are essential, but everything else must be sold.

- Employ effective negotiation strategies, offering payment options that align with your product's price. Have your point of sale systems ready to facilitate a seamless purchasing process.

As we conclude this episode, we encourage you to embrace the power of creating a show in every aspect of your business. By captivating your audience, building trust, and mastering the art of selling from the stage, you can exponentially grow your impact and success. Remember, the key to unlocking the full potential of your offerings lies in delivering a remarkable experience that exceeds expectations.

Join us next time for another enlightening episode of "The Secret To Success," where we continue to explore the strategies and mindset required to manifest your dreams and achieve extraordinary success.

Always remember, when you make your message a captivating show, your audience will naturally gravitate towards you, ensuring your continued growth and influence.

Here are the notes from today's class:

Timing, Part 3

7/3/23

• Get 10,000 super fans at $40/month
• Discipleship
• The Universe doesn’t compromise with your vibrations

Step 1: Separate yourself from the noise

Step 2: You have about 5 minutes to deprogram people so they buy from you

Selling From the Stage

• Selling from the stage comes from 2 places:

1. The show

• A. There is an old Chinese proverb that says “Hearing something 1,000 times is not as convincing as seeing it once.” Your words do NOT MATTER. Your approach does.
• Success looks like something
• B. What is the most dramatic thing that I can show my audience that will create trust and certainty in the mind of my audience?
• C. Add insane amounts of value and every two minutes of your presentation, introduce a fact that the audience has NEVER heard before, anywhere.
• Focus on the audience’s experience 
• D. Everything is show business. Your invite to the stage was go time, your presentation and selling from the stage is SHOW TIME!
• Everything is entertainment 
• At the heart of every human being are sexual and primal desires
• E. Your entire presentation needs to be a demonstration of how fantastic you are, not how loud you are.
• F. Your presentation needs to solve all super major problems. Give away your toughest and most valuable information — this is your chance to show your audience something working once.
• G. Before you get to the close, make sure you have answered these 5 questions and you continue to answer them in the close. 
• Can I trust this person? 
• Is this person competent? 
• Is this person talented? 
• Is this the leader I am looking for? 
• Does this person have my back?

1. The close

• A. Do not sell your product, sell the joy of the lifestyle they will get as a result.
• B. Contrast the joy of the lifestyle they will get with the pain they have right now.
• C. Let your audience know upfront that you will NOT work with all of them. You will only work with x amount of people or this certain type of person. I only have x amount of slots that I can take on.
• D. Push people away and you will create more interests in your product. 
• Polarity works every time; you just have to choose which polarity you’re going to go with
• E. Desperation is loud, do NOT BE DESPERATE.
• F. Understand that Bread and Water are the only things that are needed in this world and do not need to be sold. Everything else MUST BE SOLD.
• G. If this is you, them meet me in the back. If this is you, my team is standing by.
• H. You must remember the #1 rule of economics, they must want what you are selling more than they want their money. 
• I. Have all your Point of Sales systems ready to roll.
• J. Negotiate prices that are close to your product price. 
• K. Offer 2 payments or full payment Fully

Closing Thoughts

• If you make something a show, everyone will attach themselves to you

Welcome back to another captivating episode of "The Secret To Success" podcast. In today's episode, we dive deep into the art of selling from the stage and the power of creating an unforgettable show for your audience. Join us as we explore proven strategies to separate yourself from the noise, captivate your audience's attention, and master the art of closing deals with confidence and finesse.

In this episode, we unravel the secrets of selling from the stage and crafting an unforgettable show experience for your audience. We discuss the importance of separating yourself from the noise and deprogramming your audience within the first five minutes. We delve into the two crucial components of selling from the stage: the show itself and the close. Through practical insights and actionable steps, we provide a comprehensive guide to creating a remarkable presentation and maximizing your sales potential.

Here are key points discussed in this episode:

1. The Show:

- We emphasize the significance of approaching your presentation as a show. The Chinese proverb "Hearing something 1,000 times is not as convincing as seeing it once" highlights the power of visual demonstration over mere words. Focus on creating trust and certainty in the minds of your audience through dramatic visuals and unique value propositions.

- Deliver an exceptional audience experience by introducing fresh and valuable information every two minutes. Your presentation should be a showcase of your expertise, solving major problems, and demonstrating your competence and talent.

- Engage your audience's primal desires by understanding that entertainment and showmanship are at the core of every human being. Craft a captivating experience that leaves a lasting impression and builds trust.

2. The Close:

- Shift the focus from selling your product to selling the joy of the lifestyle your audience will gain. Contrast the pain they currently experience with the pleasure and transformation your offering can provide.

- Create scarcity by clearly stating that you have limited spots available or that you will only work with a specific type of person. This helps generate interest and exclusivity.

- Avoid desperation in your approach. Instead, embody confidence and convey the value and necessity of your offering. Remember, bread and water are essential, but everything else must be sold.

- Employ effective negotiation strategies, offering payment options that align with your product's price. Have your point-of-sale systems ready to facilitate a seamless purchasing process.

As we conclude this episode, we encourage you to embrace the power of creating a show in every aspect of your business. By captivating your audience, building trust, and mastering the art of selling from the stage, you can exponentially grow your impact and success. Remember, the key to unlocking the full potential of your offerings lies in delivering a remarkable experience that exceeds expectations.

Join us next time for another enlightening episode of "The Secret To Success," where we continue to explore the strategies and mindset required to manifest your dreams and achieve extraordinary success.

Always remember, when you make your message a captivating show, your audience will naturally gravitate towards you, ensuring your continued growth and influence.

Here are the notes from the class:

Timing, Part 3

7/3/23

• Get 10,000 super fans at $40/month
• Discipleship
• The Universe doesn’t compromise with your vibrations

Step 1: Separate yourself from the noise

Step 2: You have about 5 minutes to deprogram people so they buy from you

Selling From the Stage

• Selling from the stage comes from 2 places:

1. The show

• A. There is an old Chinese proverb that says “Hearing something 1,000 times is not as convincing as seeing it once.” Your words do NOT MATTER. Your approach does.
• Success looks like something
• B. What is the most dramatic thing that I can show my audience that will create trust and certainty in the mind of my audience?
• C. Add insane amounts of value and every two minutes of your presentation, introduce a fact that the audience has NEVER heard before, anywhere.
• Focus on the audience’s experience 
• D. Everything is show business. Your invite to the stage was go time, your presentation and selling from the stage is SHOW TIME!
• Everything is entertainment 
• At the heart of every human being are sexual and primal desires
• E. Your entire presentation needs to be a demonstration of how fantastic you are, not how loud you are.
• F. Your presentation needs to solve all super major problems. Give away your toughest and most valuable information — this is your chance to show your audience something working once.
• G. Before you get to the close, make sure you have answered these 5 questions and you continue to answer them in the close. 
• Can I trust this person? 
• Is this person competent? 
• Is this person talented? 
• Is this the leader I am looking for? 
• Does this person have my back?

1. The close

• A. Do not sell your product, sell the joy of the lifestyle they will get as a result.
• B. Contrast the joy of the lifestyle they will get with the pain they have right now.
• C. Let your audience know upfront that you will NOT work with all of them. You will only work with x amount of people or this certain type of person. I only have x amount of slots that I can take on.
• D. Push people away and you will create more interests in your product. 
• Polarity works every time; you just have to choose which polarity you’re going to go with
• E. Desperation is loud, do NOT BE DESPERATE.
• F. Understand that Bread and Water are the only things that are needed in this world and do not need to be sold. Everything else MUST BE SOLD.
• G. If this is you, them meet me in the back. If this is you, my team is standing by.
• H. You must remember the #1 rule of economics, they must want what you are selling more than they want their money. 
• I. Have all your Point of Sales systems ready to roll.
• J. Negotiate prices that are close to your product price. 
• K. Offer 2 payments or full payment Fully

Closing Thoughts

• If you make something a show, everyone will attach themselves to you

Timing, Part 2

6/29/23

• Split customers into 4 groups:

1. Seekers — people looking for solutions

• Something has happened, and now they’re looking for something to make their situation change
• If you look at your Seekers as cash transactions, you will lose them.
• It will be hard to convert them to Believers
• They are in a season of confusion

1. Believers — People who think it’s going to work out, but can’t see it

• They blindly walk with you because it’s something that’s feeding their belief
• Seekers who get it now
• They have accepted that it was their fault in some way or another and have begun to realize there is a better way
• The most important part of a Believer is the idea that “Those people have it, and if I do what they’re doing, I’ll get it too”
• Your business should not have a back door more open than the front door
• The people in your organization hanging on to your every word need your attention that cannot be duplicated
• Believers need special attention 
• Believers are ready to buy low-end products 

1. Workers — People who are no longer seeking, they have completely decided on their destiny

• You will not change their mind
• They are focused and on fire
• They have a written down plan, a definite purpose, and one hell of a burning desire
• This worker is so enthralled in their purpose, even when they want to relax, they cannot.
• This worker is so on fire, they’ve also become a servant to like-minded people
• The most important and illuminating attribute of a worker is 2 things: (1) They just want to bless the organization through work, and (2) They just want to bless the leader of the organization through work
• A worker is just happy, blessed, and grateful to be in the building
• You cannot demotivate a worker
• Workers stay in overflow
• They are the 20% in the 80/20 Rule
• Workers give
• You do not have to do anything for a Worker to give except cast a vision
• They give with either their money or their presence
• Workers are your residual income and predictable revenue

1. Disciples — Customers who are super fans

• They duplicate the organization 
• They’re the ones giving special attention 

• Evangelism — to spread the good news
• Evangelize to get customers
• Discipleship 
• Will be discussed tomorrow (6/30/23)

The Best Way to Reach 4 Groups

1. Seekers 

• Produce a lot of content
• You need to have free trials
• Only show up to church one of three ways:
• Someone drags them along
• Show up out of obligation
• Something tragic happens
• When you’re seeking, you don’t have faith
• When you’re in seeking mode, you’re so hurt, the idea of being cheerful is stupid
• Seekers don’t trust anybody
• Go to the Seekers where there’s no resistance
• Don’t put a Seeker in a Disciple position

1. Believers

• Give special attention
• Personalize your support for them
• Show them your wounds (a demo that your product works)

1. Workers 

• Cast a vision
• You don’t have to convince a Worker to buy from you

1. Disciples

• Will be discussed tomorrow (6/30/23)

Closing Thoughts

• Attach your trading power to what people want
• When they get in the organization, you then give them what they need

Timing

6/28/23

• Split customers into 4 groups:

1. Seekers — people looking for solutions

• Something has happened, and now they’re looking for something to make their situation change
• If you look at your Seekers as cash transactions, you will lose them.
• It will be hard to convert them to Believers
• They are in a season of confusion

1. Believers — People who think it’s going to work out, but can’t see it

• They blindly walk with you because it’s something that’s feeding their belief
• Will be further discussed tomorrow (6/29/23)

1. Workers — People who are no longer seeking, they have completely decided on their destiny

• You will not change their mind
• They are focused and on fire
• They have a written down plan, a definite purpose, and one hell of a burning desire
• This worker is so enthralled in their purpose, even when they want to relax, they cannot.
• This worker is so on fire, they’ve also become a servant to like-minded people
• The most important and illuminating attribute of a worker is 2 things: (1) They just want to bless the organization through work, and (2) They just want to bless the leader of the organization through work
• A worker is just happy, blessed, and grateful to be in the building
• You cannot demotivate a worker
• Workers stay in overflow
• They are the 20% in the 80/20 Rule
• Workers give
• You do not have to do anything for a Worker to give except cast a vision
• They give with either their money or their presence
• Workers are your residual income and predictable revenue

1. Disciples — Customers who are super fans

• Will be further discussed tomorrow (6/29/23)

TD Jakes — YOUR TIMING Powerful Wisdom Speech

https://www.youtube.com/watch?v=WrGmutdLnHE 

• The best things take time
• There are lessons in struggling
• If you are stubborn with your thoughts, you delay your next season
• Those that leave the greatest impact understand timing
• You can’t be fruitful out of season
• You have to know when it’s your season, and you have to know when it’s over
• In the time of harvest, you can separate one thing from another, but you cannot be tricked to aborting your promise
• God has something for you or you’d be buried

Antonio’s Revelation 

1. You are in the valley where you are supposed to be
2. You’ve been on the mountain for 20 years
3. You’re the one who was in the valley planting for 20 years so you can stay on the mountain
4. You’re asking for a bigger mountain
5. Seeds don’t grow on mountaintops
6. You cannot jump from mountaintop to mountaintop
7. Therefore, since you’re asking for a much bigger mountain, you have to get sent back down to the valley.
8. This whole time, (your name here) you have been in the valley of your new, bigger, 10 times more mountain.
9. You’e problem is you thought all valleys were the same
10. Every valley is connected to the mountain you’re praying for

• At the highest point of the valley is also the lowest point of the mountain
• There are no gardens, trees, or anything growing on mountains
• All things allowing you to travel up that mountain come from the valley
• Valleys are not punishments; they are determining how long you stay on the mountain
• They are praise in preparation 
• There is no planting or reaping on the mountaintop
• All things you’re praying for will be given to you in the valley
• You will enjoy them on the mountaintop
• What you learn in the valley will get you to the mountaintop

• When you release new products, your customers go back to being Seekers

The Best Way to Reach 4 Groups

1. Seekers 

• Produce a lot of content
• You need to have free trials
• Only show up to church one of three ways:
• Someone drags them along
• Show up out of obligation
• Something tragic happens
• When you’re seeking, you don’t have faith
• When you’re in seeking mode, you’re so hurt, the idea of being cheerful is stupid
• Seekers don’t trust anybody
• Go to the Seekers where there’s no resistance
• Don’t put a Seeker in a Disciple position

1. Believers

• Will be discussed tomorrow (6/29/23)

1. Workers 

• Cast a vision
• You don’t have to convince a Worker to buy from you

1. Disciples

• Will be discussed tomorrow (6/29/23)

Closing Thoughts

• At some point, you have to have what you’re known for
• Humility to being connected to something higher than you
• Being happily submissive to no resistance is why the blessings came easily and frequently to you

Using Artificial Intelligence to Redefine Customer Appreciation and Customer Relationships, Part 2

6/27/23

Four Levels of Activity by Grant Cardone

https://www.youtube.com/watch?v=VXovASppLjs 

• You must grab attention
• You’re not competing with other people; you’re competing with noise
• Success is the difference between your potential and your reality
• You want to close the gap between your potential and what you’re experiencing

1. No action
2. Retreat
3. Normal levels of activity (most dangerous)
4. Massive levels of activity

Customer Segmentation

• You want to segment your prospects/customers
• There are two customers you should stay away from 
• Customers who get on your products and do defense against them
• Customers that befriend you, but will ruin your legacy and go to the other company as soon as they crush yours down
• Massive action leads to massive wealth
• Brand environment - when you recognize that your brand will only be judged by the environment in which you put it
• Greatness comes from doing things you don’t like to do and finding a way to enjoy it

Practical Steps

• After you send your email about the webinar, give ChatGPT this prompt:

Prompt

I have 10 people who are proving to become super fans. I have provided the definition of super fans below: a person who has an extreme or obsessive admiration for a particular person or thing, and I'm learning that these people will buy from me and repost my content on their own. Below is my conference description. Can you give me 25 unique things that no one else will think of to reward these people for being super fans. I only need a list and a short explanation.

ChatGPT Response

Absolutely, it's important to reward super fans to keep them engaged and continue the momentum of your relationship with them. Here are 25 unique ways to show your appreciation:

• Exclusive Previews: Give them a sneak peek into your upcoming webinars or other content before it goes live. They will appreciate the exclusivity.
• Personalized Video Messages: Send them personalized video messages thanking them for their support. This will make them feel special and valued.
• Fan of the Month: Start a 'Fan of the Month' initiative where you highlight one super fan each month and reward them with a special gift.
• Webinar Guest Passes: Give them a few guest passes to invite their friends to join your webinars for free.
• Q&A Sessions: Host exclusive Q&A sessions for super fans where they can ask you questions directly.
• Personal Mentoring: Offer to personally mentor them for a short period. This can be a great way to deepen the connection and provide added value.
• Signed Merchandise: If you have merchandise, give them a signed item.
• Feature on Your Social Media: Highlight their story or achievements on your social media channels.
• Behind-the-Scenes Access: Give them a behind-the-scenes look at your content creation process or your day-to-day life.
• Customized Discount Codes: Provide unique discount codes for them to use on your products or services.
• Super Fan Newsletter: Create an exclusive newsletter for super fans with content they can't get anywhere else.
• Birthday Wishes: Send them a special birthday message or gift.
• Invitation to Join Your Team: Invite them to help in planning or organizing webinars, or to contribute to your blog.
• Early Bird Access: Give them early bird access to your webinars or any new content.
• Autographed Books: If you have published books, send them a signed copy.
• Custom Graphics or Artwork: Have a graphic designer create personalized artwork for them related to your brand.
• Membership Upgrade: If you have a membership program, upgrade them to a higher tier for free.
• Personal Shout-outs: Mention them in your webinars, or in your social media posts, thanking them for their continued support.
• Dedicate Content: Dedicate a blog post, video, or social media post to them.
• Virtual Coffee Meetings: Set up a virtual coffee chat where they can discuss life challenges or ask for advice.
• VIP Access: Create a special VIP group where they get direct communication with you and other VIPs.
• Collaboration Opportunities: Invite them to collaborate on a project or to co-host a webinar.
• Testimonial Feature: Feature their testimonials on your website and social media.
• Special Edition Content: Provide special edition content made just for super fans.
• Expert Roundtables: Organize expert roundtables where they can discuss various topics with you and other experts.

Closing Thoughts 

• Don’t be afraid to go all the way out and build a plan
• The goal is massive action

Using Artificial Intelligence to Redefine Customer Appreciation and Customer Relationships

6/26/23

Today’s Question: How might Ai redefine the way you understand and respond to your customer's needs and preferences?

· Ask ChatGPT the questions from your customers to answer them

· Take customer feedback about your product/service, then ask ChatGPT how you can improve your product/service by the feedback the customers gave

· You can get ChatGPT to create a customer feedback form to get responses from her customers

· You can keep up with special occasions in your customers’ lives (birthdays, anniversaries, graduations, etc.)

· Make sure you have lots of content (blogs, articles, videos, podcasts, etc.) so you can build conversations for voice assistance

Platforms/Tools To Create Conversations for Siri or Alexa

1. Apple Siri Shortcuts: Siri Shortcuts is a built-in feature on iOS devices that allows you to create custom voice commands and conversations for Siri. You can use the Shortcuts app to design complex workflows and interactions with Siri.

2. Amazon Alexa Skills Kit (ASK): The Alexa Skills Kit is a collection of tools and resources provided by Amazon to develop skills for Alexa. Using the ASK, you can create custom voice interactions, define intents, and handle user requests for your Alexa skill.

3. Dialogflow: Dialogflow, now part of Google Cloud, is a popular platform for building conversational agents. It provides a natural language understanding (NLU) engine that allows you to design conversational experiences for various platforms, including Siri, Alexa, Google Assistant, and more.

4. Microsoft Bot Framework: The Microsoft Bot Framework is a comprehensive set of tools and services for building chatbots and conversational agents. It supports multiple channels, including voice-based platforms like Siri and Alexa, and provides an SDK and developer tools for creating conversational experiences.

5. IBM Watson Assistant: IBM Watson Assistant is an AI-powered platform that enables you to build virtual assistants and chatbots. It offers a visual dialog builder, natural language processing capabilities, and integrations with various platforms, including Siri and Alexa.

Predictive Analytics 

· Ai can analyze large amounts of data to predict your future needs. For example, it can anticipate when you might run out of a product and remind you to reorder in time.

· Find out issues customers are having and ask ChatGPT what you can do to solve those issues

Popular Platforms for Predictive Analytics 

1. IBM Watson Analytics: IBM Watson Analytics offers a user-friendly interface with advanced analytics capabilities, including predictive modeling, data exploration, and visualization.

2. Microsoft Azure Machine Learning: Azure Machine Learning is a cloud-based platform that provides a range of tools for building and deploying predictive models. It supports various programming languages and offers integration with other Microsoft services.

3. Google Cloud AutoML: Google Cloud AutoML allows users to build custom machine learning models without extensive programming knowledge. It provides a drag-and-drop interface and supports various types of predictive models.

4. RapidMiner: RapidMiner is an open-source predictive analytics platform that offers a visual workflow designer, allowing users to build and deploy predictive models easily. It supports a wide range of data sources and provides advanced analytics capabilities.

5. Alteryx: Alteryx is a self-service data analytics platform that combines data preparation, blending, and predictive modeling capabilities. It offers a drag-and-drop interface and supports a variety of data sources.

6. SAS Predictive Analytics: SAS Predictive Analytics is a comprehensive platform that provides advanced analytics tools for data exploration, predictive modeling, and model deployment. It offers a range of statistical and machine learning techniques.

7. KNIME: KNIME is an open-source data analytics platform that supports predictive analytics through its visual workflow designer. It offers a wide range of data integration, transformation, and modeling capabilities.

8. DataRobot: DataRobot is an automated machine learning platform that enables users to build and deploy predictive models quickly. It offers a user-friendly interface and supports various algorithms and techniques.

9. H2O.ai: H2O.ai provides an open-source platform called H2O, which offers machine learning and predictive analytics capabilities. It supports distributed computing and integrates with popular programming languages.

10. TIBCO Spotfire: TIBCO Spotfire is a visual analytics platform that includes predictive modeling capabilities. It allows users to explore and analyze data using interactive dashboards and provides advanced analytics tools.

Personalized Recommendations

· AI can analyze customer data and behavior patterns to create personalized recommendations, offers, and experiences

Closing Thoughts

· Don’t go into your business wanting to change the world without having a business model to where you’re not changing your bank account