I flew in some of my star students — ones who used my material to grow their businesses explosively —
and asked them what mistakes they were making before they changed.
Watch what they said. As you watch, ask yourself how you can apply these insights to your business.
Lisa had no shortage of information on how to grow her business: blog posts, business books, and conferences gave
her a to-do list a mile long. She couldn’t do everything which made her feel guilty. She wondered how to
implement seemingly unlimited “must-do’s” when she had limited time and resources.
Do you have the same problem? And then, even if you do narrow it down to a select few ideas, how do you even know
I call this “tactical hell.” Instead of jumping from tactic to tactic, we need to look at the big picture in our
business. What is really going to 2x, 5x, or 10x our revenue?
As we get more advanced, we need strategies and systems for growth, not unconnected tactics.
Years ago, I hired a very talented guy to help me build my initial IWT systems. At first, he did a great job
helping me launch two courses. I realized this could be a serious business, so I started thinking bigger. I
began reading strategy books. I wanted to grow the business by 2x, 5x, even more — and it was very
I told him my goals: I want X more customers and Y revenue. “Come to me with recommendations,” I told him. He
said “Sure” and came back a couple weeks later.
Unfortunately, his recommendations were all tactical. “Change the copy in paragraph 2.” Okay…that might help on
a micro-level, but how would that help me drive a 25% increase in revenue?
As my business scaled, he wasn’t able to — he was stuck in tactical hell.
The result: I told him he needed to scale with the business, but he couldn’t. I had to let him go.
When we start out, it’s natural to look at what our competitors and colleagues are doing.
It’s easy and natural to study who we know. But, by limiting ourselves to people at our level or slightly above
— think that guy who’s charging $30 more/hr — we’re stunting our own growth.
I challenge you to think bigger. Who are the true masters in your industry, the ones making 5x or even 10x what
you are making? What do they know that you don’t?
That’s who you should study. You’ll find they are playing an entirely different game than you.
Roland tried to provide the cheapest solution possible for his prospect and as a result, the deal fell through.
Think about luxury fashion brands for a minute. How do they compete with cheaper consumer brands that are often
1/10 the price? Answer: They don’t. The experience of buying a handbag from Louis Vuitton, which includes
champagne, luxurious facilities, and one-on-one customer service is miles away from buying a handbag at a
A different, and more common way to compete is to undercut our competitors’ prices or charge a little as
possible. The problem with this is to survive and make a living, we constantly have to think of new ways to get
more money from our clients.
We start to nickel and dime them. We charge for 20 min phone consultations. We only provide the basic services
unless they upgrade. We keep an eye on the clock during our appointments.
This is a backwards way of building a business — the more you nickel and dime, the more adversarial your
client relationships become. This means that your clients will become more demanding and try to take advantage
of you whenever they can get away with it. Who wants a business like that?
Instead, think about how you can give to your clients instead of taking. You’ll be amazed at how your
relationship changes. Here’s an example of what I mean from the world of
A New Jersey hospital had declining patient satisfaction scores, so they instituted hourly rounding, including
asking every patient: “Is there anything I can do for you before I leave? I have time while I am here in the
At first nurses were skeptical. They were already swamped with patients ringing the call bell and this would
become one more responsibility to cram in their busy day.
“Overall call bell usage in this hospital dropped by 71% in the first year, and patient satisfaction
Rounding not only fulfills the more mundane requests that are usually made via call lights but also
demonstrates the nurse’s availability to the patient and her readiness to anticipate the patient’s
needs… Patients like to know someone is watching over them.”
DO NOT just watch these videos and treat them like a TV show that washes over you. If you want to grow your
business, it’s critical to shift from a “consumer” mindset to a “producer” mindset.
Ask yourself: How can I apply this to my business? How can you make your clients feel like you’re “watching over
them”? Email me the answer by replying to the email in your inbox right now. I read every response.
Tomorrow, I’ll share the formula I used to rapidly grow my revenue.
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