If the goal isn’t written, it’s not real. If it’s not stated, it’s not real. If it’s not visited regularly, it’s not real. If it’s not danced, it’s not real. Then finally, and if it’s not chunked down into bite-size chunks, it’s not real. Can you have a goal that’s not written, not stated, never visited? I’m going to win a gold in the Olympics in ice skating. Three years go by, where you at? You never visited. You haven’t stated it. It’s not even written. Therefore, it’s not real. Here’s the deal. Write your goals down, state it to everybody in the company, visit that goal every single day and start dancing like a madman. You’ll see your goals start to scale.
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It’s Not Real
The title of this one is called Goals. I have the right to do this podcast. It’s called the Right to Succeed. If you heard some of my older podcast or read my books, here’s how this goes. We are a four-time Inc. 5,000 Company. Out of eighteen million US companies, you take a four-year track record of tax returns, you look at gross revenue and you benchmark the jump in four years and out of eighteen million US companies, we’ve been in the top 1,000 as a mature company for out of the last five years. It looks like based on what we’re seeing, we’re going to do it again. We simply keep doubling.
How do we still continuously hit these numbers? After we sell something, how do these residual assets keep exploding in value? What in the world are we doing on the front end and the back end of our company? Why are we growing? I’ve got it in a way that can be taught, explained, and used no matter the company, the industry, and most importantly, no matter the size of your organization. If you’re a one-person shop, this podcast would definitely be a cue tip moment. I’m going to throw out five nuggets that we have used for at least eighteen of our 25 years to hit certain numbers, to hit certain projections.
The first nugget I’m going to share comes from Brian Tracy. If the goal isn’t written, it’s not real. The best part of this, the most important two words are “not real.” If the goal isn’t written it’s fake. It’s imaginary. The rest of these are Kenisms. If it’s not stated, it’s not real. If you don’t state that goal, which is in writing, you might’ve a teepee sign right in front of you like I do, but if it’s not stated to someone, if it’s not stated out of your mouth, it goes back in your two ears to hit your subconscious. If it isn’t stated, it’s not real. It’s fake news. If it’s not visited, it’s not real. If you’re not on a monthly, weekly, and even daily basis visiting your goal, could it even possibly be real? Can you have a goal that’s not written, not stated, never visited? “I’m going to win a gold in the Olympics in ice skating.”
Three years go by, where are you at? You’ve never visited. You haven’t stated it. It’s not even written. It’s not real. Here’s the one that I’m introducing that I didn’t realize we did as well as we do. If it’s not danced, it’s not real. That comes from Cameron Herold’s famous book, Double Double. If you have not read Double Double, I don’t know what to say. I know I’ve podcasted it a couple times now. Cameron Herold’s book, Double Double, has changed our company like no other book. It’s amazing and in it he describes the concept of why Apple became Apple.
Why did IBM become IBM? Why did every major company, like Southwest Airlines, why did these mega behemoth companies in which everyone of them started with one person with an idea in their bedroom or their basement or their attic and these people started dancing? They started singing a song and they would never stop dancing or singing a song until other people came beside and started dancing the same way singing the same song.
Thomas Watson, Founder of IBM, started dancing a dance about commercial equipment. I’ll call it the PC computerized space, and he kept dancing the concept of customer service, proper equipment, proper delivery, finding the customers’ needs. He never stopped dancing and later became considered as one of the greatest US business owners of all time. Then you can go through all the greats, the Jeff Bezos’. They just danced their goal. They don’t just write it down, they don’t just state it to their employees, they don’t just visit it, they danced the goal.
When they say whatever, they dance it. We stated here, I’ll share you how this works. I pulled a piece of paper out of Inc. Magazine that said Inc. 500 and I’m still staring at it. It’s all brown. It’s been eight and a half years and I put it on the wall and then underneath it, I wrote, “We will have 1,000 revenue generating websites under management in which we get 50% of the revenue.” I pulled that piece of paper out of Inc. Magazine and I stated the goal that we’re going to have a thousand websites that we manage and share revenue on.
At the moment in time, we didn’t have one single employee that ever built a website, touched a website or managed a website. We had no idea what we were about to do, but here’s the deal. I wrote it down. I’m staring at it. It’s still in my office wall. I stated it to everybody in the company. I visited that goal every single day and I started dancing like a madman. I started dancing. My dance was, “I don’t know how we’re going to do it, but we’re going to have a thousand sites under management.” All of a sudden, we started collecting web developers, content writers, programmers, techs, experts at email, experts at Facebook, experts at Amazon, experts at everything. Now, we have 102 employees strong and I’m still dancing like a madman and we’re at about 960. We’re 40 websites away.
If it’s not written, it’s not real. If it’s not stated, it’s not real. If it’s not visited regularly, it’s not real. If it’s not danced, it’s not real. Then finally, if it’s not “chunked,” it’s not real. I didn’t dance that we’re going to have a thousand websites under management. I chunked that massive goal, that massive mountain, and I pulled a Jeff Hoffman. I said, “For us to have a thousand sites under management, what would have to happen right before that?” We’d have to have 500 to 900. Before we got the 500to 900, what would have to happen right before that? We need to have 100 sites under management. To get to 100 sites under management, what would have to happen before that? We’d have ten. To get to ten, what would have to happen right before that? We have to have one.
To have one under management, what would have to happen before that? We’d have to sell somebody to let us build or buy them are revenue-generating website to manage. We have to sell one. If we sold one, what would have to happen right there? We’d have to have someone manage it so we probably have to contract that out to someone else until we hired a full-time employee to manage that. It’s exactly what we did.
We started with an outside company, they ended up helping us manage about 30 and then one by one we started hiring people to replace that outside company so we could bring it all in-house and then here we are nine years later with everything in house. We’re starting to scale. We’re starting to contract some stuff back out in a way. If the goal is not written, it is definitely not real. If it’s not stated, I promise you, it’s not real. If it isn’t visited, it certainly can’t be real. If it isn’t danced, it’s not real, and if it’s not chunked down into bite-size chunks, it’s not real.