Every single business has exactly the same challenges. Every single business has a vitamin that if they took it every single day would keep them healthy and allow them to grow. Stephen Covey wrote a very famous book in which one of the seven steps became its own book. His famous concept goes like this, “What one thing, if done consistently and superbly well, would get you everything you’ve always wanted and take away all of your pain?” Countless major corporations have been created because one single individual took their vitamin and committed to becoming the master and not the slave of their one thing. If you don’t know your vitamin, figure it out and take your vitamins.
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Take Your Vitamins
When it starts getting close to December, I start reflecting a lot on the podcast business and I start asking the same questions, “Am I adding value? Am I sticking to the core principle? Am I helping people grow their business as the podcast is called Today’s Growth?” I scripted out three podcasts back to back of pure growth principles that I hope are evergreen, timeless. This podcast is called Vitamins on the Desk. I’m 47 years old and for twenty years, I have tried to get in a workout regimen where I can get my body to somewhat look like what it used to in high school and college. I used to be incredibly ripped. I’m an ex-wrestler and ex-football player. As a sophomore in high school, I squatted 635 pounds, which was more than anybody that was a junior or senior in that school could do.
I’m naturally gifted from the sense of a muscle structure. However, I choose to like food and when I go out. I like a glass of wine or a Manhattan or an Old Fashioned, which means I’m chubby. I’ve been on the battle of the bulge for twenty years. I did what’s called the Body for Life Competition when I was 31 years old. For those of you that remember Bill Phillips, I made it ten of twelve weeks. I lost sixteen pounds of fat and I gained nine pounds of muscle. In my before and after pictures, I do not look like the same human being. I almost finished it and then I decided to take my wife and kids to Disneyland. That was a bad decision because I started eating like a pig, I stopped running and I quit because I’m a Caspar Milquetoast and I quit things. I’ve had challenges starting and stopping the workout.
Let’s go to something that is even more important to me, which is nutrition. At least ten to twenty times, I have tried to start a vitamin regimen because I know I eat poorly. I travel a lot and I sometimes go a month living on an airplane. I know from talking to many of my friends, some of which are professional nutritionists, that if you don’t eat properly, you have to take a quality vitamin or two at least once a day. You won’t feel it today, but when you’re in your 80s and 90s, you’ll be thanking yourself. I consider myself someone intelligent and I’ve tried many times to get on a vitamin regimen where I take them every day. I’ve tried liquids, pills, and gummy bears. I’ve gone for four months and I haven’t missed a single day except when I went to China.
The system I’m on takes no thinking. There’s no plan, and I didn’t write myself a mantra. What am I doing differently with this simple approach that is causing me to make a podcast called Vitamins on the Desk? I took out two different bottles of vitamins, two different brands and I set them on my desk. I work from home and I work at the same desk every day. I have to stare at them, they’re right in front of me. I have to look at them, I can’t avoid them and they’re very convenient. The ironic thing is even though I caught a cold while in China, the vitamins didn’t protect me from the cold. The moment I got right back to my desk, I started taking them again.What is your one thing? Click To Tweet
What’s the point? Every single business has exactly the same challenges I have psychologically, taking vitamins or working out. Every single business has a vitamin that if they took it every single day would keep them healthy and allow them to grow. Stephen Covey wrote a very famous book in which one of the seven steps became its own book and his very famous concept goes like this, “What one thing (your business vitamin), if done consistently and superbly well, would get you everything you’ve always wanted and take away all of your pain?”
There’s a New York Times number one bestseller called The ONE Thing. It’s not written by Stephen Covey, it’s written by somebody else. There are over a dozen major books that have been written on this premise. Every business has one thing. You cannot put a business in front of me where within two hours of me asking the founder or the CEO questions, I couldn’t come up with one thing that would keep that company growing and take away all the company’s pain. Countless major corporations have been created because one single individual took their vitamin and committed to becoming the master and not the slave of their one thing. Here’s the question to you, what is your one thing? Every business has one thing that if it was done consistently every day, week, month, and done superbly well, it would give that company everything it’s always wanted and take away all its pain.
Every company could figure out what their current number of impressions is every day, week, month, in the world. Let’s say you’re in retail and you rely on walk-in traffic in your hair salon, “I don’t know how many impressions I get.” When you go to the SBA website, they’ve got a little calculator and it will tell you to plug in the amount of traffic driving by your location, multiply that by 1.8 people per car. Depending on the speed of traffic, there’s another calculator of what percentage of those people, assuming you have an outward facing single sided sign on your building above your door. If you have a double-sided sign on the street, there’s a different calculator. Every business, if you give me enough time, I can tell you how many people on a monthly basis are being received with your brand or your message. Every entrepreneur worth their weight can figure out what their number of impressions is. As a general rule, the fundamental principle of What One Thing from a marketing standpoint starts with, “Tell more, sell more.”
I have a podcast called Tell More, Sell More. What Tell More, Sell More number are we currently at and can we raise that number 10% per month? If you have 100,000 impressions a month, can you get that through some form of advertising, direct mail, radio, TV, Facebook ads, pay per click? Can you grow it 10%? Can you compound it and grow at 10% more the next month? If you go from 100 to 110, can you add 11,000 the next month and 12,000 the next month? The general rule of thumb for What One Thing is, 50% of businesses, if they just swallowed the vitamin of wrestling the gorilla to the ground to figure out what their one number is or what their main number of impressions is, and then grow it 10% a year. One year later, you’re at 280% more impressions.
Number two general one thing; we could hire one new pay per click expert and one new SEO every 90 days. We could do X every 90 days. That’s where you say, “We know for a fact that if we bring someone in-house and they’re paid a salary plus commission. All they’re responsible for is increasing awareness of our whatever. The only thing that can happen from that is to tell more, sell more. You get more impressions, you make more money.” Here’s a specific one, this comes from the year 2006, my father-in-law retired as the Comptroller of the University of St. Francis. His What One Thing was part of his job description. He had to cut expenses 5% year over year, eight years in a row.
You’re talking about a university that grew its population 8%, yet they had to cut expenses 5% eight years in a row. Think about the dichotomy of that. We’re going to grow people, meaning more bodies, lights, heat, energy, food costs, yet eight years in a row, he successfully cut expenses 5% over the previous year using technology. That was their one thing. WebMD, fifteen years in a row, they’ve grown their ad revenues for one single site 20 million per year. If we go back to 1996, they had three writers, three doctors writing a piece of content a month. In 1999, they went up to fifteen. In 2005, they went up to 50. It grew to 505 doctors that write a piece of content every 30 days. We know WebMD’s one thing is they say to themselves, “We are going to grow the number of doctors that write for us 5% to 10% every year, year after year. If we grow the number of doctors writing, the number of people that find us will grow. Our traffic and ad revenues will grow.”
Amazon, if we add 10% more affiliates every 90 days, we will hit all the numbers assigned to us by our board of directors. Every company, no matter how big or how small, can come up with their one thing and if they take the vitamin, it works. It’s the taking of the vitamin that’s the hard part, coming up with the vitamin is the easy part. We all know if you do sit-ups and pushups, eat right and exercise, you’ll live longer and healthier. Why don’t 99.9% of people do it? In my opinion, the vitamin is not on their desk, they’re making it too complicated.
If you don’t know your vitamin, figure it out. If you know your vitamin but you’re not taking it, why don’t you put your vitamin on your desk? Why don’t you put your one thing on a teepee sign to where you can’t close out your laptop until you’ve touched the one thing that day. If your one thing is a monthly goal, you break it into daily chunks, there are 22 work days in the month. You have a teepee sign with 22 boxes on it and you can’t leave the office until you’ve checked the box that you took your vitamin that day. I hope this helps, take care.