Hi Everyone. Ken Courtright here from Today’s Growth Growing Business Today. This is episode 48. It’s called don’t called “Don’t get good, get done.” This is in response, as a matter of fact, these next 3 podcasts are in response to spending last week in Las Vegas. I spent it with GNP. New Peaks Global Mastermind Program. They have a group of people that put some money in and collectively get together a few times a year and they bring in mentors and coaches. It’s a tremendous week long master mind session for these individuals. While I was there, there were 3 things that I kept finding myself repeating and so I realized there is a theme here. It seems like not only this group but maybe other people that listen to the podcast could use this information as well. Very timely, very timely, relevant info. So I titled this first of the 3 nuggets: Don’t get good, get done.
So I am going to start with the concept that in the early 90-mid 90-s my wife, Kerri and I had a chain of video stores. At its peak we had multiple stores. We spent a lot of money with each new site launch. Like in the corner of each location, we would have a pit of balls so the kids could come in and play in the pit while the parents were shopping for a video. There were ten televisions around the pit of balls. The kids could really be distracted while the parents searched out a good movie for that week. It was awesome. But here is the key. Our very first store, on a shoestring budget, we made the shelves ourselves. We bought wood from Menards or Home Depot. We routed the wood ourselves. We ran hundreds of pieces of one by six and one by four through a router. Then I think in the basement, we had somebody else paint it. We put in some interesting looking shelves. We walked into other video stores and set the price to match what they were doing. We had no idea what we were doing. We had no clue. We put the new releases in the back of the store because that is what some of the competitors were doing. Bottom line, our first video store, compared to the last store, in a different town. Nothing was the same. The carpet, the shelves, we didn’t buy the same way. We didn’t buy movies from the same place. The same lights, fixtures, advertising. Nothing was the same.
You Can’t Ever Perfect a Business If You Never Start One
However, if we didn’t start the customers would have never told us what they would really like us to build. Had we not started, the customers would have never told us Oh, is there any way to get these types of movies? Shelves like this? Is there anyway your bottom shelf can be a foot off of the bottom cuz I can’t read things that low. Nor can I bend down that low. There were so many things that we viewed as mistakes but had we not made those mistakes and a lot of our customers would tell a better way of doing things, we could have never grown that chain into the chain it was. The key there is we just had to start. We had no idea what we were doing. It was terrible in the beginning. The numbers and processes were terrible. Everything those first few months was terrible. But we started.
Now I want to go into our current website portfolio. We have over 700 sites that make money. 100% of them we end up overhauling the whole website every 18 months or so. Maybe they are not mobile responsive. Or visitors to the website say can you guys talk about this? The bottom line is, every roughly 2 years, in the internet world is like dog years. 1 year in the internet is like 7 years in the business world. Changing the website every 18 months, the website is outdated at that point. So here is the question of the day.
How about your business? Are you waiting for all of the lights to turn green before you start? If you are, I am going to tell you something painful. It’s almost unbelievable but it’s true. 100% of main revenue streams fail. 100% of the number one household income, whatever your house makes money with right now, however, it doesn’t matter. Whoever the main breadwinner is doing for a living right now is going to fail: They are mortal, they are going to pass on at some point. The bottom line is there are no companies very few that exist today that were an existent many, many, moons ago. So the bottom line is: companies go out of business. Product lines fade away. So here is the key. If you try to get all of your ducks in a row, the ducks are going to die anyway. Why would you wait to get ducks in a row when you can just start? So just start. So again, I am sitting there at the GNP. Spending a few days with amazing entrepreneurs. I sat through 6 potential startups where I wrote in my notes. Could be answered by clients. Could be answered by clients. Could be fixed by clients. Could be answered by clients. Could be fix by clients. What my notes mean is this: Every one of the sticking points that those entrepreneurs or potential startsups had, they would have been quickly solved had that person started the business already. Took their product or service to market and let the customer tell them how to change or better the product or offering. Had the entrepreneur started the product line before they came to the GNP Mastermind, say they had started 4 months before, I think the client or customer of their product or offering would have already told them a better way to list their product on a website. Sell it on Facebook or this or that. That is what clients do. Clients want to buy from people but they also know a better way to do things. They are not afraid to tell you.
You Are Not Your Clients
We can’t and never will be our clients. This is a major misnomer in business today. We are not the client. So by definition, let me say this very carefully. We need to start an imperfect business with an imperfect model under an imperfect plan so we can get customer feedback to improve it. We need to start an imperfect business with an imperfect model in an imperfect way so we can get customer feedback to improve it. That is the only way.
In 2009, we sold our first authority website. We modeled after WebMD. Just one short year later, our website partners say, we would like a guaranteed revenue stream. If you can find a way to add a guaranteed revenue stream, we will take more of these authority sites from you. So guess what we did. We added that. The next two years, because we guaranteed the revenue stream, we exploded. In 2012, our website partners and AKA our clients, asked if we would like to go out and buy them websites already making money. Guess what we did? We started Income Store. A company that does just that. In 2014 our number one request came from site partners asking us repeatedly if we had an offering for an authority website for leads for their business and yet guaranteed returns to protect the contract. So we created a hybrid product that is now our number one offering. It generates leads for a business and brings in revenue from day one. Protects that contract. They can will it to their kids with a guaranteed return with their original money. Every product we offer today was built in direct response to customers asking us to make it.
In the beginning, we did not try to assemble the perfect team. Write the perfect plan. We just started making a mess so we could come back later and clean it up. We are still today and that is 3 out of 4 years in a row, making beautiful messes.
I am Ken Courtright from Today’s Growth. Get your butts out there. Start your next business, or add your next product line. Don’t get good, get done!