There is no shortcut to success. Everybody starts with just their skin and bones, only to realize how much they need to grow and bulk up. In business, we take this as the beginning of the path to growth, but how? Take the nourishment you need. You need to learn to bulk up your muscles. You need to stock up on knowledge through education, workshops, conferences, and more in order to propel your business forward. One day, when you’ve achieved business nourishment and your business has officially begun to become better, you’ll find that it generates more consumers and that it grows in its value. Growing a business entails being in constant motion and moving step by step in order to achieve your goals.
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We have finished with our Digital Footprint. This one was in Los Angeles. We do it twice a year. We’re contemplating going down to doing bigger events once a year but for now, we do one on the West Coast and the East Coast is every six months. The underlying theme of our events is that business leaves clues. These clues are called digital footprints. There is no business, no industry, nothing that you could start where I could not find you a physical digital footprint online of a company that’s been there, done that bigger than you, leaving footprints of how they got there.
What type of marketing? What type of products were they launching? How big was their management team? What was their budget? I can find all of that as can everybody because of this wonderful thing called the Interweb. We put on our event and what happens every time to my wife and I is people come up to us at the end of the weekend. They’ll ask, “How in the world do you know all that? Where did you go to school? Who taught you? Who is your mentor?” Kerri and I and our management team do countless talks from stage along with dozens of other presenters from all over the world. We blow people’s minds.
I want to cover the school that Kerri and I went to. Some of you went to this school too. It’s called Layer University. I’ve got a PhD. Kerri got a Master’s. Some of the readers got a Master’s there as well. There’s a few that got a PhD. It’s an impressive school. I want to cover something called the flat forehead syndrome. Every time I get home from an event, I hit myself in the head. I’m like, “I wish I would have remembered to say that.” Sure enough, I wake up the next morning, first day home and I get a coffee. I’m gushing out things I should have said on a piece of paper. I want to cover r the very first thought that came to my mind that I wish I would have stated from the stage.
After 25 years in business, growing 3,100 regular businesses, 900 money-making websites, coaching 102 employees and hitting the Inc. 5000 list for the fourth time, I’m constantly in search of a different type of input. I have mentors, I have books and I subscribe to Google alerts in certain categories. Every major magazine, I’m absorbing it. I have no choice, but sometimes I go online. I do a Jeff Hoffman, the Co-Founder of Priceline who spoke at our event teaches, and I info sponge. I go online, type in random things, and see what I can learn. A while back, I was on a sports site, which led me to a fitness site.
I remember stumbling upon something. I was mortified. I’ve got to a picture of a young man, early twenties. You hear the cliché. He’s skin and bones. I stumble on this image of a young man. It’s not a profile straight on, it’s like a semi-side profile. I can’t tell if he’s doing a selfie or what he’s doing. When I say skin and bones, I want you to picture bones wrapped in human skin. The stomach is condensed in and pressed in like he hasn’t eaten in a long time. You can barely see a pectoral or chest muscle. When I say the odds of this young man being able to pick up a piece of paper, I’m not exaggerating, and then later in the piece it says bench press champion.
Input equals nothing. You need action. Click To Tweet
For those of you who don’t know weightlifting, that’s when you lay on your back and you press up. Most people, in their lifetime, their goal is to double their body weight. If I weighed 180 pounds, if I could bench press 360, that is so impressive. This article was talking about body compositions, muscle types, endomorphic, ectomorphic and mesomorphic. It was referencing the best types of muscular structure to be a weightlifting champion, a bench press champion or a squat champion. I did not understand why there was this picture of this sack of bones wrapped in skin until I kept reading and then I was going down the post a little bit and it did show the picture of the bench press champion and the muscle-type structure. This guy had looked like half his body weight was in his chest, he has some decent legs, but his abdomen was ripped. I remember saying to myself, “That is a mini Arnold Schwarzenegger. He looked like Arnold Schwarzenegger from Mexico or Spain.” He had really dark hair and short.
This whole thing ends, and it shows the before and after pictures. This person was the same person and it said it took 38 months for this young man who got very sick at one point to get back to life and transform his body. The key phrase is this, transform his body. I’m going to explain what happened to this young man because he went to the same university that I went to, which is called Layer University. I want everybody to picture an onion. When you peel a layer off an onion and you hold it up to anything, you can see right through it. It doesn’t matter if it’s an outside layer, inside layer, you can see everything. It’s almost, like a crystal-clear pair of glasses.
You can peel 20, 30, 40, sometimes layers off an onion and it’s the identical size. It has not changed. You’ve got to get a lot of layers before that onion starts to shrink. Bodybuilding is the exact same thing, as onion reduction in reverse. I want you to picture this. What this young man did after getting over his illness is he began to get out of bed and he began to walk. He began to eat quality foods. He began to eat proteins and carbs and everything, but at the same time, he began to stress his muscles.
He began to put pressure on his biceps. He began to put pressure on his thighs. He began to put pressure on his chest. He began laying on a bench and picking up a barbell, which he could barely pick up, no weights on it, and he began doing bench presses with a barbell 45 pounds and no weight on it, just the bar, and he would do sets of eight. A couple of weeks into it, he started putting pressure on his chest and stressing out his chest. The stress on the chest muscles combined with the nutrients of the protein, they added an extra layer of muscle on top of his existing layer, a tiny, thin layer of muscle. A couple of weeks went by and this kid had now four to five layers of muscle, not just the one little layer underneath his skin. A couple more weeks went by and he realized this bar was getting easier.
He put two 5-pound plates and he started putting the stress of 55 pounds on his chest, instead of 45 pounds and he noticed something. There was another layer or two of muscle that got added to his chest and his triceps, the backside of his arms. He realized this 55-pound is getting easier. He added five more pounds on each side and six months later, because of the amount of stress he was putting on his chest in every two weeks, his body was taking in the nutrition and adding another layer exactly where it needed to go in his chest and in his triceps to lift more weight with ease.
He did this throughout his whole body. He did bench presses, he did stomach crunches, bicep curls, squats, lateral raises for his back, shoulders and his whole body. He stressed out every single part of his body. What in the world does this have to do with Digital Footprint or growing business? Everything. Many people attend a conference or read a book and they think they’re on their way. If this young man just sat down with Arnold Schwarzenegger, one of the greatest bodybuilders of all time, and took coaching from Arnold, was he ever going to take himself from a sack of bones to one of the most ripped, strongest human beings on the planet? Never. Input equals nothing, if you take input, which is the proper nutrition, the proper foods. If he just lifted weights, but he never ate a protein, he never ate a carbohydrate, he ate simple carbs or sugars all day, is he going to grow? No. It’s impossible. You can’t. You have to have the proper nutrition and the stress.
Let’s talk about growing a business. It is identical. Everybody’s business, everybody seed of an idea starts out where you cannot even physically see the muscle under the skin. You cannot tell inside of you if you can run a business. You might have an idea. You might have read a book that got you motivated. You have a freaking clue. The only way to get a business off the ground is to start with nutrition. You attend conferences, you read business books, you network with other people. You go to chambers, you go to meetups and you get a business mentor, whatever it is. You go get input, you get inspired and then you go stress out your business.
You go try to sell something, “I don’t have a product,” so what? Why don’t you go to try to sell it? That’s called market research. If somebody buys it, then build the product. I’ve never once, since 1992, ever built a product first and then went to sell it. Every sign we sold in our sign company with seven different signs that went nationwide, some global. Every single time, I had sales materials, I had salespeople selling something, and I had never once manufactured a thing. We have products that are huge, massive websites that people could fund. Not one of my now eleven different products that I have in play or even have employees to build before I sold the first one. Did I know it would work? No. Did I think it would work? Yes, but did I know? No, I had no idea.
The act of trying to sell something equals growth. You’re going to add a layer to your sales skills. Trying to develop a product equals growth. You’re going to stress out the trying to develop a product division of your business. That could be your chest muscles. The sales could be your biceps. Hiring an idiot equals growth. You’re going to stress out your back on that one and your brain. Networking at events equals growth. You’re going to stress out your communication department and your patience. Advertising incorrectly equals growth. You’re going to build your calf muscles and more on your legs. The bottom line is a beautiful, strong, healthy business takes in nourishment from everywhere, but then moves it into action everywhere, expecting failure. That might catch everybody off guard or at least some of you.
Our people in the Professional Baseball Hall of Fame, they stepped up to the plate and 80% of the time got a base hit. If you just get three out of 10 hits, every time you’re at bat, you’re in the hall of fame. The best of the best because you failed 70% of the time. Could you imagine if you changed your mindset and said, “I’m going to fail more than I’m going to win? I’m going to go to these events and try to network with people. I’m going to try to talk to ten people, I’m going to fail eight to ten times, but I might get a guy that goes, ‘I might need that product.’” Success. You just added a layer to your networking and your sales part of your business. One thin layer that you can’t see just like the layer of an onion. You get a guy that says, “I’ll try that.” You’ve got to go home and build the thing. You’ve got to build a webpage. Before he goes home and tries to read that webpage, you’ve written it. I’ve talked to one person and they said, “I might be interested.” That’s called market research.
The act of trying to sell something equals growth. Click To Tweet
You might try some Facebook ads or pay per click. What does it cost? Very little. You get some traction from networking events, Facebook, and pay per click and you get this thing called proof of concept. You go, “People might buy this thing.” You go begin to build it. Once you begin to build it, you’re going to stress out another muscle called customer service and accounting. You’re going to realize that’s an important muscle. Once you believe you’re developing thin layers due to the stress you’re putting on all these different divisions of your new company, then you build the biggest muscle of them all. The chest muscle, the thigh muscle. The strongest muscle in the body is the jaw muscle. The single biggest muscle that you have to build in a business is the jaw. You have to sell more. You’ve got to open your big fat trap and talk to as many people as possible through every platform humanly possible so that the world knows your product exists.
It’s called tell more equals sell more. Every business has a zone of influence. That means people within a certain distance of a retail store, like a hardware store or a salon, 87% of all business comes from the zone of influence. They’re only going to drive so far. They’re not going to drive by five competitors, but because of this thing called the Interweb, the internet, which is the lining of a man’s swimsuit, because of the internet, the zone of influence of most businesses is the whole freaking world. Once you get your business moving, you’ve got to find a way to tell more in an unrestricted way. You’ve got to find a way to master this thing called the Internet. My best way to do it, hire the people that know. Hire interns that are going to get marketing degrees from universities.
Don’t pay these people. If you’re over 30, I’m 47, I’m not even allowed in our office. I am not exaggerating. I disrupt things. I provide old ideas. I slow things down. Go find people under 30. How are people marketing today? You’re in your platform you don’t even know exists. It’s exciting. Let me finish with this. I start out by looking at a sack of bones that happens to be wrapped in skin. I read a little bit on different types of muscle types, and then I stumbled on this picture of a mini Arnold Schwarzenegger. If you put the two and two together, the human brain cannot compute that that muscular Adonis of a man was once that sack of bones. If you see the pictures side by side, you cannot comprehend it. When you read the story and the 38 months of the monotonous input of the proper amount of protein, the proper amount of carbs, the proper amount of stress on the proper muscle at the proper day, it’s amazing.
You think of, “How are some of these businesses like Uber and Groupon that you don’t hear of one day and three years later they’re taking over the world? How is it possible?” They went to Layer University. They’ve got a PhD and they added layers to all the major divisions in a company at the same time. They stressed out their finance department, they stressed out the investment division. They stressed out their attorneys. They stressed out their accountants. They stressed out their sales. They stressed out their web department, they stressed them all at the same time. What do most entrepreneurs do because they don’t have a self-image that can absorb hyper growth? They don’t even realize that they’re only typically stressing out one division at a time and maybe it’s communication. Maybe they go to networking events to see if they can even talk to people. Maybe it’s just sales where they knock on doors one at a time and then they go home and disgruntled. They start disbelieving again.
The bottom line is a healthy business takes nourishment from everywhere then moves it to action. Click To Tweet
The point of episode 280, the point of this podcast is this sack of bones went and stressed out a different body part every single day, seven days a week. He did two to three body parts every day with the conscious knowledge that, “Every week I’ve got to run through this body to rebuild it.” He just wanted to look like a normal human. He had no idea that he was going to become one of the greatest build bodies of all time. Once he started to look normal, he said to himself, “I went from a sack of bones to having muscles at least everywhere. What if I continue?” All of a sudden, his belief system kicked in later. His belief came after the results. How many of you are waiting to believe before you take action?
How many of you are thinking, “If I could just find this one book, tell me to structure this. I heard Ken mentioned E-Myth before by Gerber that it will help you structure your company before you get it?” Belief comes after action. Belief comes after stress. Belief can only come after stress. Either you get stressed out because of an event in your life and then you believe, “I better get moving or something’s going to get even worse,” or belief comes after action. There’s a phrase that I’ve quoted in my early podcast a couple of years ago that success is only success when it’s twice repeated.
The subconscious, the person, we might get lucky and succeed at something. We might win a tennis match. The body does not absorb that we’re a winner. Even though we outswam, according to Glenn Morshower, 500 million sperm, we’re already a winner. We beat 500 million to get here. If you win a tennis match from what I’ve studied, we don’t absorb that internally we’re a winner, we’re a champion. If you won another match, that’s great but the subconscious still has not built a foundation that, “I’m a stud.” However, if a little bit of time goes by and then all of a sudden, you win another tennis match that is quickly followed up by another tennis match, the fourth one, especially and hopefully if there’s a gap between the first two is called success twice repeated. The body says, “I did it before when I was younger. It could be only two weeks younger, but you matured in those two weeks. I’ve done it again twice when I’m a little bit older. I’m a winner. I’ve got this.”
Success is only successful when it’s twice repeated. What do you do? Go start a business right now. I didn’t say develop a product. Go sell something. Before you build it, sell it. That’s called market testing. Don’t ever build something first and then attempt to go sell it. Build it and then sell more. Go sell more because you’re going to strengthen and layer the greatest muscle you ever built in your body, the jaw. Sell more, keep talking. Get that jaw muscle built like there is no tomorrow. That is the muscle you need to strengthen.
I didn’t get to a lot of my talks at Digital Footprint. I was dying to talk about the five Ms, which many of you have heard. The fifth M is messaging. Messaging is not a tactic. It’s not a thing. It’s a division of your company that gets a budget. It’s a division of your company that has weekly meetings, monthly meetings. How is our messaging doing? How many people last week heard our message? That is the jaw muscle of your company. If you’re a one-person shop, how many doors did you knock on last week?
How many people heard your message? You have to mark down that number and then have a meeting. How did we do last week? It’s called a review. What are we going to do this week? That’s called discussion. What are we going to claim for next week? That’s what you’re going to claim. You speak it to the world. Even if it’s just a one-person meeting, just you, you spoke it to the world and went out one mouth. In two years the subconscious heard it. I just spoke it to the world, now I’ve got to go do it. You review, then you discuss and then you claim. Step one, start a business step to sell something. Step three, build it. Step four, sell more. Build the muscles layer by layer and go kick some ass.