Mike Michalowicz's Blog, page 10

The Power of Your Rallying Cry for Business Success – A How-to Guide



Following along this month? If so, by now you’ve paddled hard to catch your wave (your niche) and aligned yourself perfectly in front of it. Now it’s time to get ready to pop up on that wave – the energy is about to shift from you doing all the work to relying on the wave to carry you. This week, we’re going to focus on the crucial step of “rallying” your audience.

The new challenge with your wave

At this stage, one major issue you may face is that customers don’t know what you stand for. It’s hard to rally people around your brand if they aren’t clear about your purpose and message. This is where many businesses stumble. They might have a fantastic product or service, but if their customers don’t understand what makes them unique or why they should care, the business can’t build the momentum it needs to ride the wave.

The typical approach

When faced with this problem, the typical approach is to shout your value proposition from the rooftops using a megaphone, broadcasting your message far and wide, hoping it will resonate with someone, anyone. However, this approach often leads to wasted effort because it dilutes the message. It’s like trying to catch fish with a net that’s too wide—the fish just slip through.

Do this instead: Use a dog whistle

Instead of using a megaphone, use a dog whistle. You only need the right people to hear your message. Start with your company’s purpose and rallying cry – this becomes your company’s best marketing tool. Here’s how you can do it, using the steps outlined on page 82 of Surge.

Steps to create your rallying cryGet clarity on the purpose of your company:Why does your company exist? What is the core mission that drives everything you do?Spend time reflecting on these questions and getting crystal clear on your purpose.Your purpose is the foundation of your rallying cry, the essence of why you’re in business, and what makes you unique.Make your message memorable:Take your purpose and distill it into a simple, memorable statement.It should be something you and your team can easily repeat and rally around.This should also be a statement that explains your offer and the promise it carries to provide the solution to your customer’s problems.Keep sounding the cry in your content, conversations, service, and products:Your cry should resonate in your content, your conversations, your service, and your products.Consistency is key. The more consistently you use your rallying cry, the more it will stick in the minds of your audience.Find fanatics and empower them (not stalkers – those are bad):Who are your superfans? Identify your biggest fans – those customers who are already passionate about what you do.Empower them to spread your message. Think of it like team sports fans rallying around their favorite team. Give them the tools and incentives to become your brand ambassadors.These fanatics are your most valuable assets in spreading your message far and wide.Make it easy for people to repeat your messaging:Your rallying cry should be simple and memorable, making it easy for your fans to repeat it to others.The easier it is for them to spread your message, the more your brand will grow.Real-world example: Life is Good

Let’s take a moment to dive deeper into the success story of Life is Good. This brand is a perfect example of how a clear, focused rallying cry can transform a business. Life is Good started as a small t-shirt company with a simple yet powerful message: “Life is Good.”

Their rallying cry is more than just a tagline. It’s a philosophy, a lifestyle, and a movement. It’s simple, positive, and deeply resonates with their target audience. This message attracts people who believe in the power of optimism and want to spread that positivity. Life is Good has built a tribe of loyal fans who don’t just buy their products—they live the brand’s message.

Here’s how they did it:

Clarity of purpose: Life is Good is rooted in the belief that optimism can change the world. Their purpose is to spread the power of optimism and to help kids in need. This clear mission drives everything they do and makes it easy for their audience to understand and connect with the brand.Memorable message: “Life is Good” is a succinct and memorable statement that encapsulates their entire philosophy. It’s easy to remember and repeat, making it perfect for rallying a community around a shared belief.Consistent messaging: Whether it’s through their t-shirts, social media, events, or charitable activities, Life is Good consistently reinforces their message of optimism. This consistency helps embed the rallying cry into the minds of their audience, making it a part of their everyday lives.Fanatics unite: Life is Good empowers their fans by involving them in their mission. They share stories of optimism from their community, host events, and encourage their customers to spread the word. These fans become brand ambassadors, passionately promoting the Life is Good philosophy.Ease of repetition: The simplicity of “Life is Good” makes it incredibly easy for people to repeat. It’s a universal message that can be shared in any context, helping the brand’s message to spread organically.Imagine blowing a dog whistle

Now, let’s go back to the dog whistle analogy. Imagine blowing a dog whistle. Not everyone can hear it, but the ones who do are exactly the ones you want to attract. This is the essence of a focused rallying cry. It’s not about reaching everyone; it’s about reaching the right people who resonate deeply with your message.

Life is Good effectively uses this dog whistle approach. Their message isn’t for everyone, and that’s okay. They don’t try to please everyone; instead, they focus on their core audience—those who believe in the power of optimism. This focused approach allows them to build a strong, loyal community that not only supports their business but also amplifies their message.

As you transition from paddling to riding your wave, remember that your rallying cry is your compass. It guides not just your marketing efforts, but your entire business strategy. By consistently sounding this cry, you’ll find your tribe and they will help you carry your message forward, amplifying your reach and impact. And your impact is what it’s all about. 

The world needs you! Tell them why!

Wishing you health and wealth always.

– Mike

PS. For more methods to master the market, grab your own copy of Surge.

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Catching the Perfect Wave – How to Make Sure You’ve Chosen the Right Niche at the Right Time



If you’ve been following along this month, you’ve spotted the wave you want to ride (aka your niche), and you’ve been paddling hard to get aligned in front of it. But let’s talk about a common problem many of us face at this stage: missing the moment. You’ve got the wrong product at the wrong time, and it’s incredibly frustrating.Your challengeYou’re ready to catch that wave, but you keep missing it. Your product isn’t quite right, or the timing is off. It’s a disheartening place to be, especially when you’re so close to success.The common fixWhen this happens, you may start to get desperate. You might start moving too quickly, launching products without adequate intel on what your niche really needs, wants, or hates about the industry. It’s a scattergun approach that rarely hits the target.Try this insteadThe solution? Slow down and unify. The plan is simple: identify five common elements of your niche marketplace and then unify them. Let’s dive into how you can do this effectively.Problems – What specific problems are your potential customers facing? Dig deep to understand the pain points that keep them up at night.Pressures – What external pressures are influencing their decisions? Economic factors, societal trends, and industry shifts can all play a role.Needs – What do they absolutely need to solve their problems? This goes beyond wants and desires – think about the essential solutions they’re seeking.Requirements – What are the must-haves for your product or service to be considered viable? These are the non-negotiables that your niche demands.Desires – What do they dream about? These are the aspirations and goals that, if met, will make your product irresistible.Conducting Targeted InterviewsTo gather this intel, you need to interview your best customers with very specific questions. Don’t fall into the trap of asking generic questions like, “What do you need?” Instead, dig deeper with more thoughtful and direct questions like:What are the elements of my company’s services/products that you find most valuable?What about my industry is the most frustrating to you?What are the biggest frustrations or challenges you are currently facing?Start on page 67 of Surge for a detailed guide on how to conduct these interviews and gather the insights you need.Real-World Examples from Surge In Surge, we talk about businesses that hit the mark perfectly by unifying these elements. One example is a software company that initially struggled to find its niche. By conducting deep-dive interviews, they discovered their customers’ biggest frustration was the lack of integration with existing tools. They unified their development around solving this problem, and the result was a product launch that hit the market at just the right time, leading to massive success.Another example is a boutique fitness studio that found its niche by understanding the unique pressures its clients faced, such as time constraints and the need for personalized attention. By addressing these pressures directly, they were able to create a service that resonated deeply with their target market.Teetering on the edgeImagine yourself teetering on the edge of a wave, ready to fall or stay afloat. This is where many entrepreneurs find themselves. By unifying the elements of problems, pressures, needs, requirements, and desires, you position yourself to catch the wave perfectly.

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Finding Your Niche: How to Avoid Being Too Broad and Make a Lasting Impact



One of the biggest challenges you’ll face when building your business is finding your niche. It’s tempting to want to be everything to everyone, but the reality is, you can’t be all things to all people. When you spread yourself too thin, you end up being that old cliche of a jack-of-all-trades and a master of none. That’s why it’s crucial to hone in on a specific market and become the go-to expert in that area.

But…

When you’re looking for your niche focus, it’s easy to be too broad. You start with the intention of serving as many customers as possible, but this leads to vague strategies, a diluted offering, and missed opportunities. Without a clear focus, your message just gets lost in the noise.

What you may be doing

When starting on your niche seeking adventure, you’ll likely begin by asking broad questions of potential customers, hoping to gather insights that will guide you to your niche. While it’s important to understand your audience, this method often results in an overwhelming amount of data – with no clear direction. You end up with a lot of information but little progress.

What you should be doing

Instead of casting a wide net, you need to narrow your focus and dive deep into specific action steps. On page 62 of my book Surge, I outline a disruptive approach to finding your niche. Here’s how you can apply these steps to zero in on your perfect market:

Action steps to find your nicheKnow your clients better than they know themselves. Understand your clients’ problems, pressures, needs, requirements, and desires. Dive deep into their psyche and figure out what drives them. When you know your clients this well, you can anticipate their needs and deliver solutions they didn’t even know they needed.Identify their communities – where do they hang out? Discover where your potential customers spend their time. Are they active on specific social media platforms, forums, or community groups? By engaging in these spaces, you can learn their language and understand their pain points firsthand.Address common frustrations in the industry. What about your industry is wrong or frustrating for your customers? Identify these pain points and offer solutions that others have overlooked. This is where you can truly differentiate yourself and carve out a unique niche.Join their gang. Become an active member of the groups and communities where your potential customers are. Participate in discussions, offer value, and build relationships. This will help you gain trust and establish yourself as a thought leader in your niche.Network with the top influencers in the industry. Building relationships with influencers can provide valuable insights and open doors to new opportunities. Their endorsement can also help you gain credibility and reach a wider audience.

Remember –  you can’t be all things to all people, but you can be everything to someone.

I know you’ve got this! Wishing you health and wealth always.

-Mike

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Riding the Wave – How to Master Industry Changes with Surge



Welcome to the first week of our deep dive into Surge. (After all, what better time than summer to go crazy with some surfing puns?)

When I wrote this book I wanted to offer a powerful strategy to help you navigate the ever-changing marketplace. To start, I thought we’d kick things off with an umbrella explanation of Surge and how it can transform your approach to business.

Would the market ever stop changing? Phew.

Nope. The market is a non-stop moving target and constantly shifts based on changing consumer demands. It’s relentless, and poses a significant challenge: how can you stay ahead and know what your customers need next? Traditional approaches might involve hoping for a lucky break, asking customers directly, making predictions based on past experiences, or simply repeating what’s been done before and wishing for different results. But let’s face it, more of the same usually leads to… well, more of the same.

Enter Surge : An approach that positions you on the next wave.

Surge isn’t about predicting trends or making educated guesses. It’s a step-by-step strategy to identify a marketplace wave that’s already formed so you can catch that wave and dominate it. Let’s break it down into five easy steps:

Separate – Identify your target market.Unify – Search for patterns in the market that indicate current needs and future trends.Rally – Give your target market a compelling reason to believe in your product or service.Gather – Engage your audience and leverage early adopters to market for you.Expand – Reach the sell-out stage and maximize your market presence.Manufacturing luck – not hoping for it

Success isn’t just about stumbling into luck; it’s about manufacturing luck by spotting patterns that others miss. By now you likely know that years ago I had it ALL. And then in one day, I lost it ALL. I’m not the only story like this. Take Becky Blanton’s story, for instance. A few years ago, her story came up at one of my Entrepreneurs’ Organization (EO) meetings. You may have seen her moving TED talk about being a talented writer and journalist from one moment, to homeless for eighteen months. Her story is powerful and a must-watch, but the discussion at EO was about Becky’s unique ability to find lost money on the street. She developed a method based on identifying patterns and, using that method, picked up five to fifty dollars a week. Every week. If I found fifty bucks over the course of a week, I’d think the seas had parted and pigs had learned to fly. Talk about luck, fifty bucks a few weeks in a row would clearly mean I had massive amounts of luck on my side. But for Becky, luck had nothing to do with it. She expected it. She created it. Today, Becky more than has her own home. She has her own business. 

When I was writing Surge, I started to think about that elusive “good fortune” so many people in big business success stories seemed to feature. I thought about how no matter how hard I worked, how well I networked, or how many books I read (or wrote, for that matter), my current business still wasn’t taking off. I’d had success in the past, but not this go-round, and had started to buy into the theory that most entrepreneurs subscribe to: Sometimes you do everything right, and you still can’t make your business work. Sometimes you just can’t predict the trends that shake up your industry. Sometimes luck is not on your side. Right? 

Wrong. I was wrong. So wrong. After hearing Becky’s story, I began to change my belief about luck and changed my mindset to look for patterns.

The importance of timing

Timing is often the most underrated and ignored factor in success. Just like my Uncle Bill, when asked about the secret to his comedic success, said it all boiled down to timing. The same applies to business. Recognizing the right moment to act can make all the difference, and with Surge, you can influence that timing to your advantage.

Outcome: industry leadership

One of your biggest goals is to become the leader in your industry.  Consider the story of Brian Smith of Uggs. He didn’t just look at what was happening around him; he looked to the horizon, to the source of emerging trends. In the 1970s, that meant going to California. He spotted the big splash—the demand for comfortable footwear—and anticipated the ripples that would follow, like the need for neoprene to keep feet warm. His business evolved from there, and we know the success he had. 

In the coming weeks, we’ll dive deeper into each of the five steps of the Surge methodology. We’ll explore how to effectively identify your target market, search for meaningful patterns, rally your audience, engage early adopters, and expand your market presence to become an industry leader. We’re going to ride the wave of success together. 

I can’t wait to see what you accomplish.

-Mike

 

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Want to Create More Employee Satisfaction? Consider Your Community in the Workplace

I’m resharing something about myself that not many people know about. It’s my operating manual. If you don’t have one for everyone in your business, create one now, because there is no greater gift you can give to someone than making them feel seen.

Here’s the thing. We’ve got it all wrong, how we’ve been managing our employees (like, really really really wrong). The good news is we can course correct by implementing simple changes – one small, yet impactful step at a time. Perhaps starting with this manual.

The problem: You hired people to fill a job description. Why is that a problem? Because anyone can create a resume that sings to any task you require. Does it mean you’ll find a fantastic employee? Not one bit. And that’s what entrepreneurs and business leaders have been doing. 

Traditional recruiting equals employee turnover. You know it’s true. Because when you hire someone to fit in a square box you’re forgetting the most important aspect of hiring that person. They are a person. Be it one hundred or one employee, you hired a human. We all have basic needs and when they aren’t met, we usually move on to greener pastures.

Last week I posted this quote from Thoreau, “Do not hire a man who does your work for the money, but who does it for the love of it.” In the copy I wrote about how I’d hire someone with passion and human potential over their resume, and that doing this increases your chances of keeping your employees. Well, I got some salty comments. It’s to be expected. Realizing that you can’t keep your employees with your traditional tactics is crucial right now, because there’s a lot of movement in the job force, many unhealthy workplace cultures, and a major need for business owners to overhaul their own skills when it comes to leadership. 

One of the comments that really stuck out to me was when someone said something to the effect of, “Yeah, pay them 10% more…” alluding to all employees who care about money. The tone was a bit icy and showed a lack of value and respect for team members.

So I’m going to say this over and over until people listen and implement this shift: You can pay an employee a great salary. If you do not have a reciprocal relationship with your employees built on trust, empowerment, development, and acknowledgment of their needs, your employees will not be dedicated to your mission, and they will always have one foot out the door as they look for a workplace they can be proud to spend their time and energy in. 

Of course, you have to pay your employees. But if you provide your team with an unbeatable quality of life in and out of work, you will keep the best talent, and they will make your business thrive and increase your profitability. 

I should know. We’ve done exactly this. 

Let’s recap. 

The problem: Hiring people only by matching a job description will set you up for failure because you’re not looking for their passion, innate talents, and human potential.

The solution: Shake up your recruiting and retention efforts by focusing on human needs and watch dedicated employees work in their roles as if they are your partners.

It’s easy. Here are three steps to take today:

Leave your ego out of it (you heard me). No one grows in their comfort zone. Shift your mindset about leadership. Was I told I was a great boss? Sure. And people I loved working with still left. Since I had a small operation and we all had a lot of autonomy, I figured we were a-ok. I was fooling myself and it was right in front of me. To change this, I had to stop doing what I always did because I was limiting the potential of my company and employees. Heck, I limited my own potential. Ouch.Create operating manuals. Visit Predictive Index and Appreciation at Work sites so you and your team can create their own operating manual. These simple quizzes will generate manuals for each person. It’s fun, and it serves a greater purpose. Through the manual, you not only learn about the human you hired but how they work best – which means that they can do their best work.Accept and correct. Accept that we business owners haven’t done everything right. The pandemic shone a huge spotlight on the fact that a lot of folks don’t want to be worker bees, sacrificing quality of life for jobs they don’t feel are worthy of their time. We were reminded that life is short, and now people don’t want to spend their time where they are not seen and valued. It’s a fact. So some tough love here – get on board or lose out. 

These are just a few of the insights from my book, All In, which is launching on January 2nd, 2024. This was no casual undertaking, writing this book. Like all the others I had to walk the walk, and it got a little uncomfortable here and there as I audited my management and leadership styles and results. But the results now are that I have a team who tells me at least once a week how much they love their jobs and how they would never leave (what a bunch of squatters).

I go out of my way to support my team and their dreams. And they support mine. That’s reciprocity. That’s giving. And that’s the good stuff. 

Stay tuned for more steps for leadership, recruiting, and just being a good ol’ human who hired humans. I’m so excited to watch these steps make everyone in your business and those you serve feel as though they are truly working toward the betterment of humanity. 

Wishing you endless good health and wealth. 

-Mike

Get in on the workplace revolution we need to make business and employment better. Pre-order All In now!

 

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Employee Retention Relies on Community, Not Culture



The Problem: Misalignment in company “culture”

Every business owner wants a team that embodies the company’s values and culture, but a lot of us end up with some employees who seem like they’re not in sync with the company’s ethos. This usually starts because employees might be afraid to be themselves, worried about making mistakes, and insecure about their standing within the organization. This fear and uncertainty can stifle innovation, reduce productivity, and erode morale.

Developing a community instead of company culture is a pretty involved topic, and one that you cannot afford to ignore. But for now, here are some CliffsNotes:

The Typical Approach: Top-down culture imposition

A conventional (and silly, in my opinion) approach is to solve this problem by establishing a culture from the top down, dictating values and practices that employees are expected to adopt. This leads to a disconnect, with employees feeling that the talk of transparency and culture is just lip service. They don’t feel genuinely valued or understood, which perpetuates the cycle of insecurity and impersonalization.

A better fix: Foster potential

Instead of imposing a culture, what if you could build a community where the culture emerges naturally from the people who are part of it? This is the disruptive approach that our company prez, Kelsey and I have championed. We know (because we’ve seen it) that understanding employees’ dreams and goals is the key to unlocking potential and fostering a sense of ownership and belonging.

Key action steps:

Understand personal goals: Take the time to learn about each employee’s aspirations and how they align with the company’s objectives. This involves deep, meaningful conversations and genuine interest in their futures.

Tailor communication styles: Recognize that each person has a unique way of communicating. Adapt your interactions to meet them where they are, ensuring that messages are clearly understood and well-received.

Develop personal operations manuals (POMs): Create personalized guides for each employee that outline their roles, goals, and how they can contribute to the company’s success. This personalized touch shows employees that they are valued as individuals. We each have one of these posted near our desks for all to see.

The outcome: A community-first approach

When you intentionally shift the focus from enforcing a top-down culture to building a community, the culture naturally evolves from the collective goals and values of the team. Employees begin to feel a deep sense of ownership, loyalty, and commitment to their jobs, leaders, and the company as a whole.

The Kelsey Story: How my company president created a community.

Kelsey’a model is a prime example of how this approach can transform a workplace. She started having meetings with me in which she explained the vision of creating not just a successful business, but a place where people felt they belonged and could thrive.

How we did it:

Engaging employees: We regularly engage with their team members, holding open forums and one-on-one meetings to understand their personal goals and aspirations.

Building trust: We foster an environment of trust where employees felt safe to express themselves, share ideas, and admit mistakes without fear of retribution.

Personalizing the workplace: We personalized the workplace with touches that resonated with their employees, like an operations manual that included not just company policies but also fun elements like photos of employees’ families and personal anecdotes. This made the manual feel more like a scrapbook of the community rather than a dry corporate document.

By focusing on building a community first, my team and I have established aa workplace that naturally reflects the values and aspirations of their team. This approach not only disrupted the traditional top-down method of culture-building but also resulted in a more engaged, loyal, and committed workforce.

Remember, create an environment where your teams’ personal goals align with the collective goals of the company. The result is a dynamic, thriving culture that emerges organically from a foundation of trust and mutual respect.

You’ve got this!
-Mike

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Finding the Right Fit – Recruiting Potential over Experience

Bottom line: Antiquated recruiting strategies are not only time-consuming but also ineffective in finding the right people for your organization. Traditional methods result in your business losing both time and money, as the cycle of hiring and firing becomes costly and disruptive.

Yuck.

So, how will you find the right fit for your beloved business?

The conventional approach – and why it falls short:

The standard approach to hiring typically involves posting a job description, conducting interviews, and making decisions based on a cookie-cutter model that doesn’t align individual talents with specific roles. This method often overlooks the passion, hunger, potential, and unique abilities of candidates, focusing instead on a rigid set of criteria. To boot, there’s often a lack of emphasis on professional development, leading to stagnant growth for both the employee and the organization.

In many businesses, the hiring process is seen as a mere formality. A job description is created, candidates are interviewed, and a new hire is selected. This process fails to address the real needs of the company and the individual. It doesn’t consider the unique talents and potential growth of the candidates, resulting in a mismatch that can lead to dissatisfaction and high turnover rates.

A radical approach to finding the right fit:

To truly transform your hiring process, you need a transformative approach that focuses on recruiting tactics designed to identify candidates who will be a good fit for your organization and the specific tasks or gaps that need to be filled. This means looking beyond traditional job descriptions and interviews. Consider alternative methods like workshops and camps that allow you to see potential employees in action.

One effective strategy is using recruitment charts or systems to identify the characteristics that are most important for your organization. For example, on page 61 of ALL IN, I created a chart that highlights key areas such as experience, potential, and innate abilities. This method helps ensure that you are hiring individuals who not only fit your company culture but also possess the skills and potential to excel in their roles.

Once you get that perfect, passionate person in the door, how do you onboard them? It has a lot to do with whether your new superstar stays just that. We’ll get into more details about onboarding later, but it’s important to integrate this into your recruiting process – because when you’re interviewing your new employee, they’re interviewing you, too. This is a crucial time for you as a business owner because you’re building trust that will support your working relationship and the health of your business going forward.

Here’s a little story about my first day at work:

Let me illustrate the importance of this approach with a story from my own experience. When I got hired for my first job it was because my resume said I could complete the tasks. And, let’s face it, I’m quite charming. On my first day, I was told, “You can’t sit in an office!”, and was pointed to a dusty cube in a bullpen of other confused-looking new hires. My desk wasn’t set up to start work, I had no idea what the login or systems were and had to find all this stuff out on my own. This was the beginning of a challenging period where the tasks I was expected to perform were not communicated effectively. The constant fear of being fired loomed over me, not because of my performance, but because the expectations were never clearly outlined. Worst of all, I felt like a number – a number with an expiration date, and not a human.

This experience taught me the critical importance of clear communication and aligning job roles with the right individuals. It also made me realize how badly we need a dynamic approach to hiring, one that goes beyond the static job description and seeks to understand and leverage the true potential of each candidate.

Lessons from Kip Tindell of The Container Store:

Kip Tindell, co-founder of The Container Store, offers a compelling example of innovative recruitment. Tindell’s approach focuses on hiring individuals who are a perfect fit for the company’s culture and values. By prioritizing cultural fit and potential over mere qualifications, The Container Store has created a workforce that is not only highly skilled but also deeply committed to the company’s mission.

Visualizing your new recruitment strategy:

Imagine replacing your traditional job descriptions with a dynamic recruiting chart or system. Picture a visual chart that identifies the key characteristics of potential hires, such as experience, potential, and innate abilities. This approach allows you to see beyond the resume and understand the full spectrum of what a candidate can bring to your organization.

In ALL IN, on page 51, you’ll find a chart that categorizes candidates based on their experience, potential, and innate abilities, providing a comprehensive view that can help you make better hiring decisions. Alternatively, visualize the dramatic image of burning a traditional job description to signify the end of outdated hiring practices and the beginning of a more insightful, strategic approach to recruitment.

One of the best new recruiting methods I see working today:

Workshops – This may sound time-consuming, but it’s far less depleting than having a rotating door of employees. When you run a workshop you get to see how potential employees will work in real time, what their potential is, what their passions are, if they’re truly interested and invested in the impact your business can make, and how they interact with others.

Now, when you hold a workshop you don’t necessarily let people know it’s for hiring purposes because it can leave those who weren’t hired feeling terrible. So, consider:

A workshop can be any kind of educational or experiential training where people learn or enhance a skill.You can tell participants are attending an educational event – they are students.Once they’re “students” you’ll see who people really are rather than who they’re trying to be to impress others. Now you’ll see their passion, interest, desire, and thirst.This workshop can come in any form that works for you. In-person, hybrid, charge, no charge. It’s up to you.As the workshop progresses, observe indicators of potential such as excitement to learn or passion about the material.

Of course, there are more steps, particularly for setting up your own ultimate workshop and what to look for, but for that, you’ll have to attend an ALL IN training. Just kidding. Get the book or stay tuned for more intel in the coming weeks.

Finding the right employees requires more than just filling a position. It demands a thoughtful, strategic approach that aligns the unique talents and potential of candidates with the specific needs of your organization. Build an unstoppable team by embracing innovative recruitment tactics and focusing on fit, you can build a team that is not only capable but also committed and aligned with your company’s goals.

I built an unstoppable team. You can too. Wishing you massive success in your business.

-Mike
For more insights and strategies on transforming your recruitment process, dive into ALL IN. Let’s leave behind the old ways and embrace a new, more effective approach to hiring.

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Unlocking the Power of Lean Marketing: Insights from Allan Dib



Last week, I had the pleasure of chatting with fellow author, entrepreneur, and marketing expert, Allan Dib. Years ago, Allan introduced me to the concept of marketing in a millisecond, urging me to abandon the random acts of marketing that were getting me nowhere. This advice was a game-changer, and since then, I’ve developed my own marketing techniques that integrate Allan’s wisdom. I’m humbled and excited to continue applying these principles and share them with you.

Now, Allan has a new book out, Lean Marketing, which delves into the core principles of doing less marketing for bigger results. As a little bonus, I’m providing a recording of our talk. I know it will provide insights on how you can get started with your own lean marketing strategies.

Key takeaways from Lean Marketing

Create genuinely valuable marketing

Allan emphasizes the importance of focusing on marketing efforts that provide real value—so much so that people would be willing to pay for them. This approach shifts the focus from traditional marketing tactics to creating content and experiences that truly resonate with your audience. When your marketing provides genuine value, it naturally attracts and retains customers.

Develop flagship content assets

One of the core strategies in Lean Marketing is the creation of flagship content assets. These are high-value pieces of content that serve as cornerstones for your marketing efforts. Whether it’s an in-depth guide, a comprehensive video series, or a valuable e-book, flagship content should provide immense value and attract your ideal prospects.

Embed marketing throughout the customer journey

Allan stresses the importance of embedding marketing throughout the entire customer journey, not just during the acquisition phase. This means maintaining consistent engagement and providing value at every touchpoint, from initial contact to post-purchase follow-up. By doing so, you build stronger relationships and enhance customer loyalty.

Optimize for customer lifetime value (LTV) and customer acquisition cost (CAC)

Optimizing your marketing efforts involves focusing on key metrics like Customer Lifetime Value (LTV) and Customer Acquisition Cost (CAC). By understanding and improving these metrics, you can ensure that your marketing investments are delivering sustainable, long-term value. Allan’s approach encourages businesses to double down on marketing efforts when LTV is high and increasing, maximizing returns.

Focus on high-impact marketing efforts

In Lean Marketing, Allan advocates for focusing on high-impact marketing efforts that yield significant results. This means identifying and prioritizing the strategies and tactics that provide the greatest return on investment, rather than spreading resources thin across multiple, less effective activities.Getting started with lean marketing

Implementing lean marketing strategies doesn’t have to be overwhelming. Here are some steps to help you get started:

Identify Your Core Value Proposition: Understand what makes your business unique and valuable to your customers. This will be the foundation of all your marketing efforts.Create Flagship Content: Develop one or two flagship content pieces that offer significant value and can attract your ideal customers.Map the Customer Journey: Outline the key stages of your customer journey and identify opportunities to embed valuable marketing touchpoints throughout.Monitor Key Metrics: Regularly track LTV and CAC to ensure your marketing efforts are efficient and effective. Adjust strategies based on these insights to maximize results.Double Down on What Works: Once you identify high-impact marketing activities, allocate more resources to these areas to amplify their effectiveness.

For more detailed insights and practical tips, I highly recommend getting a copy of Allan Dib’s Lean Marketing. You can find it here: Lean Marketing. By embracing the principles of the book, you can streamline your efforts, maximize your impact, and achieve greater results with less effort. Start today and watch your marketing efforts transform your business.

As always, I wish you health and wealth!

– Mike

 

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A Wake-Up Call for Business Owners



“Mike, I just can’t find the right fit. My employees interviewed well, but now they seem disengaged and uninterested in what I want to accomplish in my business.”

This wasn’t the first audience member to approach me about issues with their employees. I could identify. Once upon a time, I had a business that I was incredibly passionate about. I knew I could make a difference – a positive impact on the market – heck, even the world. 

Then one day Elliot (stick with me here) said he couldn’t make it to work for a few days. His grandmother had died. Of course, I gave him time off for bereavement and to be with his family. But when a client told me I was the best boss ever because I gave Elliot a week off to go to the Bahamas (they bumped into each other – small world), I realized that Grandma was alive and well, and the management of my team was just about dead. 

Why couldn’t I find the right fit? Why didn’t my team care about my company? What was missing? I was hungry to meet my goals. I was passionate about our purpose. My vision was, well, awesome. 

Ok now stop for a minute and reread the last two paragraphs. How many times did I write the word, “we”?

Exactly. You can’t expect your team to be invested in your company goals so much that they’re unstoppable if you make it all about YOU.

I think the biggest wake-up call for you as a business owner is to realize that if you have employees, you are a leader.

Sure, you’re a business owner, but do you consider yourself a leader? The realization that you’re the leader of your company and your team will make you understand that it’s your leadership style that will make or break your business. You must stop blaming your employees for feeling ho-hum about their jobs and just coming in for the paycheck. Time to drop my ego and get into a growth mindset that will transform your team and your business. 

I know that running your successful business is no easy feat, and you face a myriad of challenges daily. Common issues like hiring the right talent, combating complacency, and fostering drive and commitment within the team are often misunderstood and misattributed to the employees themselves. However, these problems frequently stem from deeper, systemic issues within the organization—symptomatic of poor leadership.

In the coming weeks, we’ll dive deeper into these topics, providing insights and strategies to help you become a better leader and, in turn, create a more effective, motivated team. But first, let’s take an overview of the key challenges business owners face and why rethinking your approach to leadership is crucial.

The hiring conundrum

Hiring the right talent is one of the most critical aspects of running a business, yet it’s also one of the most challenging. Many business owners struggle to find candidates who are not only qualified but also a good cultural fit for their company. The tendency is to blame the talent pool or the candidates themselves when hires don’t work out. However, the issue often lies in the hiring process itself. A poorly defined role, unclear expectations, and a lack of understanding of what makes a good fit for your company culture can all contribute to hiring mishaps.

Complacency in the workplace

Complacency among employees is a significant concern for many business owners. When team members appear disengaged or unmotivated, it’s easy to point the finger at them for not taking initiative or showing enthusiasm. However, complacency is often a symptom of a lack of challenge, recognition, or opportunities for growth within the company. Great leaders understand the importance of continuously inspiring and challenging their team, creating an environment where employees feel valued and invested in the company’s success.

Lack of drive and commitment

A lack of drive and commitment among employees is another common issue that business owners face. It’s frustrating to see team members who don’t seem to care about the business as much as you do. While it might be tempting to attribute this to laziness or a poor work ethic, it’s often the result of employees not feeling a sense of ownership or connection to their work. Effective leadership involves fostering an environment where employees feel a sense of purpose and ownership, which in turn drives their commitment and performance.

Misunderstanding leadership

One of the biggest misconceptions among business owners is misunderstanding the root cause of these problems. Many see these issues as inherent flaws in their employees rather than symptoms of poor leadership. This is a wake-up call: If you are a business owner, you are a leader. Even if you don’t see yourself as one, your role requires you to lead, inspire, and guide your team towards success.

Effective leadership is about more than just managing tasks and overseeing operations; it’s about setting a vision, building a culture, and empowering your team to achieve their best. It’s about understanding that the success of your business hinges on the strength of your leadership and your ability to create an environment where employees can thrive.

A wake-up call

For anyone who is a business owner, now is the time to reflect on your leadership style and its impact on your team. Are you fostering an environment that promotes growth, engagement, and commitment? Are you addressing the underlying issues that contribute to hiring challenges, complacency, and lack of drive?

Over the next few weeks, we will explore these topics in greater detail, offering practical advice and strategies to help you improve your leadership skills and build a stronger, more motivated team. Stay tuned as we delve into each of these challenges, providing you with the tools you need to transform your business and lead your team to success.

This is your wake-up call. Embrace your role as a leader and take the first step towards creating a thriving, unstoppable team. I did. Not only do I have more employees, but I work with employees who are the right fit. I’m a better leader because of them, and they are stronger as a result of how I lead.

You’ve got this!

-Mike

For strategies to build your own unstoppable team, grab your copy of ALL IN now.

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Entrepreneurs! One Big Step to Get Out of the Grind and Avoid Burnout

Ok, I get it, now you have a ton of clients (if you’ve implemented The Pumpkin Plan, right?). The right clients. The great clients. The ones. But it’s a lot. In order to manage all the moving parts and as my company grew, I morphed into a stressed-out version of an adult babysitter. 

“Should I do this extra project the client requested?”

“What’s the procedure?”

“Why is the sky blue?”

When I wasn’t guiding my staff on their tasks, I was scrambling to do the work myself. 

This is one of the biggest mistakes you may make as an entrepreneur. To manage all of the moving parts, constant distractions, relaying procedures, and client needs, guess what you need? Yep! A system. You cannot, nor should you, do it all yourself. You may think it’s easier to do something yourself in ten minutes than the time it will take to train someone else, but it’s ineffective, creates bottlenecks in your business, and is not efficient or sustainable.

There’s only so much of you to go around.

The conventional approach: You hire very experienced people who you think you won’t have to train because hey, they’re experienced. But is it good experience we’re talking about? Many of you have told me that you ended up hiring years of bad experiences and habits you ended up having to help new employees break. What a waste of time and resources.

The unconventional approach: Here’s your “ah ha!” moment. You need your business to work for you, not you working for the business. You have to make sure that not one thing about your deliverable to your clients depends on you. When you achieve this, your main job becomes building repeatable systems in order to ensure that every client has the same, identical experience, every time. 

Systemizing is the piece of the scaling formula that brings it all together. I know you love your business and handing your precious baby to someone else isn’t easy on the ego, but if you have systems in place to ensure your baby is protected, it will be easy on your pocket.

The breakdown – to scale up

Break it down – Take the task you perform most for clients and break down how you do what you do. Whether you’re providing a service or manufacturing a product, detail the process from start to finish. What are the key components? What are the little tricks that you employ that really impress your clients? What are the absolute no-nos? Jot all of it down, even if it feels as though you need a billboard to fit in all of the information!Break it down – again – Now go in and fill in everything you missed. Because you did forget stuff. What are the key steps you follow that you just do automatically? What do you do differently than your staff? Why do your clients prefer to work with you? What are your client’s silent expectations? How do you underpromise and overdeliver?Break it down one more time – Next, take everything you’ve downloaded about how you do what you do and condense it into easy-to-follow steps. You’re not writing a manual here. Print, upload, and save it everywhere in a shared location.

Systemization protects your company. It enables and empowers your employees to overserve your nice, big clients – over, and over, and over again!

Wishing you immense health and wealth. 

-Mike

 

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