Our New Framework for Building Digital Education Products
Summary
TLDRThis weekly recap covers key business developments, lessons learned, and frameworks crystallized while running an online education company. Topics span upgrades to their core coaching program, new belief-focused accountability measures to improve student success rates, strong sales despite limited new marketing efforts, collaborations with other creators, experimenting with raw selfie videos for higher engagement, the lesson that repeating yourself and executing boring fundamentals compounds over time, and more. The episode ends noting they must consistently distill and compound learnings, with one host newly married and requesting advice.
Takeaways
- 😊 They are iterating and improving their business offerings like PGA based on customer feedback
- 👍 Their backend infrastructure upgrades improved sales without new marketing efforts
- 💡 They realized educational content needs both skill training and mindset/belief coaching
- 📈 Traffic and conversions improved by fixing parts of the business that were suboptimal before
- 😎 Having both high quality and simple DIY style content creates an authentic connection with audience
- 🎯 Incentivizing employees to grow their roles and the overall business aligns everyone to company growth
- 📝 Repeating frameworks verbalized key insights for continuous improvement and future recall
- ⏱ Consistency in simple actions over long periods of time can achieve ambitious goals
- 💰 Counter metrics prevent gaming when creating goals with incentives or bounties
- 💬 Inviting audience participation made the show more engaging and value adding
Q & A
What is the main topic of the video?
-The main topic is a weekly business recap and lessons learned by the hosts as entrepreneurs.
What improvements are being made to the PGA curriculum?
-They are adding more content to address potential objections and limiting beliefs that students may have, in order to improve execution of the curriculum.
What did they realize about educational content from the mindset accountability call?
-The best educational content provides both practical skills as well as addresses limiting beliefs that may prevent people from taking action.
What allows them to continue high performance without new marketing efforts?
-The assets and backend infrastructure they built in previous months compound over time to drive enrollments even without new marketing campaigns.
What are some key lessons they learned this week?
-Everything is trainable, just on a spectrum of difficulty. They will repeat themselves an uncomfortable number of times in business. Suboptimal parts of business present opportunities for endless improvement.
How did braking out compensation by department help the CEO have his best year ever?
-It incentivized each department leader to perform better by treating their area like a business with shared upside.
What is the Cobra effect and why does every goal need a counter goal?
-The Cobra effect refers to perverse incentives when goals lack constraints. Every goal needs constraints to prevent gaming the system.
What routine are they implementing to make rapid improvements?
-Short daily meetings to identify tasks combined with closing the loop in the evening to review progress and iterate.
What are some potential business ideas they discussed?
-Packaging clips of their best framework insights over time into a premium subscription offering.
When is Cole getting married?
-Cole is getting married in two weeks during their upcoming trip to Colombia.
Outlines
🏗 Recapping PGA curriculum upgrade and accountability calls
This paragraph recaps Cole's work over the past week upgrading the PGA curriculum based on feedback from 400+ students, including pausing to address questions and objections in students' minds. It also discusses introducing a new PGA mindset accountability call to address students' limiting beliefs and roadblocks.
💡 Curriculum as a sales script to handle student objections
This paragraph explains the realization that a curriculum needs to address student doubts and objections that would prevent them from taking action, like a sales script. It notes the importance of covering both skill development and belief/mindset work.
📈 Strong PGA enrollments without new marketing efforts
This paragraph discusses PGA's standout enrollment and sales performance over the past month without any new marketing efforts, thanks to the curriculum and backend infrastructure improvements. It also covers running a successful Ship 30 cohort alongside ongoing PGA development.
👥 Collaboration with Thiago on viral content drops
This paragraph mentions collaborating with another creator Thiago on viral content drops. They productized the process of creating these assets so they can do monthly collaborations, quickly assembling the playbooks for others.
🎥 Experimenting with selfie video content
This paragraph covers Cole and Nate experimenting with more raw, selfie-style video content. Cole discusses the pros/cons of high production quality versus more authentic, accessible selfie video in terms of audience relationship.
🔀 Iterating frameworks during Espresso Hour itself
This paragraph points out they are iterating and establishing frameworks in real-time during the Espresso Hour itself. It lists some examples like combining skill development and beliefs in education products.
🌱 Business growth comes from improving suboptimal parts
This paragraph makes the point that identifying suboptimal parts of your business should excite rather than discourage you, since improving those areas allows endless growth potential. The hosts reframe frustrations as opportunities.
💍 Request for marriage advice and closing thoughts
The closing paragraph mentions Cole's upcoming wedding, asks viewers to provide marriage tips, and wraps up the episode. It also explains the secret word mechanism for selecting private AMA responders.
Mindmap
Keywords
💡internet famous
💡PGA curriculum
💡mindset accountability
💡student accountability tracker
💡viral drops
💡selfie video
💡ship 30
💡delegatable
💡marketing attribution
💡presso hour
Highlights
The best educational content has both skill and belief components
Overcoming objections is key - address things that would prevent someone from taking action
Everything is trainable, just on a spectrum - assess how hard something will be to teach
To build a successful business, you'll have to repeat yourself an uncomfortable number of times
Suboptimal parts of your business should excite you - it means you'll grow forever
It's hard to stop a team when incentives align to grow the entire business
You can improve something quickly by making one small improvement every day
People don't pay for information, they pay for the packaging
Every indicator needs a counter indicator to avoid gaming the system
Human nature means people will always try to game the system despite restrictions
Doing a short selfie video led to high engagement, a great easy content format
Overly polished videos distance you from audience - selfie video keeps you relatable
Collaborating with other creators on viral content drops is very effective
Marriage advice for Cole - life updates at beginning/end could add value for viewers
Reframe feeling like you've said something before - probably worth repeating
Transcripts
I don't want to be internet famous and
I'd sit there and be like I hate to Brak
it to you but you have a very flawed
understanding of how much effort it
takes in order to be internet famous how
have we been operating without this
we've just been Flying Blind for the
last 2 years of I think that's working I
think traffic's come from here and then
I reframed it of we did all this and I
had no clue every business I've ever
built I was always convinced that I was
the only person who could do it and then
I'm just proven wrong again and again
and again it's like the doctor Paradox
where the doctor thinks no one can do
what I do but then you have to ask the
question well how did you learn how to
do what you were doing if the goal that
you come back to me with is below the
number I have here no bonuses for anyone
the entire month just turned into squid
games really
quick boom welcome back to another
episode of the espresso hour 2024 this
is week number five in our business
recap and what we learned experiment
we're officially in February and off to
a good month the year's already over
flying by you can see yeah you said the
other day Christmas is right around the
corner Christmas is right around the
corner and I was like doing the math
it's not that far away it's not not
around the corner but yes we were once
again hyped up on caffeine despite I'm
taking a little bit of a caffeine I'm
trying to I'm trying to take my daily
down trying your best yeah I failed
today I I I hit my quota today was one
of my I guess I should explain I'm
trying to take my daily espresso shot
usage down from 4 to 3 and then slowly
back down to two but the way I'm doing
that is I'm measuring it over the week
so I'm giving myself one or two days to
stick with four and today's one of those
days The Meta framework here is who has
accomplished their New Year's goals
right like usually at the beginning of
February whatever goal you set out for
the new year it's gone it's obliterated
you didn't follow through with it and so
it was interesting to just jam on this
and think about okay why does that
happen and the root of that happening is
someone going I've been doing this thing
for a long period of time and starting
tomorrow I'm not going to do it anymore
or I've never done this thing for a long
period of time and starting tomorrow I'm
going to do it every day and the reality
is that's not how it works uh and
substances you know caffeine and and
like cigarettes things like that are a
great example going from zero to one or
one to zero is a recipe for failure the
better New Year's resolution would be
what do you want to be doing at the
start of next year mhm what do you still
want to be doing at the start of next
year and if you gave yourself the entire
year to build that habit and I'm trying
to build a framework around this where
let's say you wanted to start getting up
at 6:00 a.m. and you're currently
getting up at 8 most days you could
start trying to do every day at 6:00
a.m. or you could say by the end of the
year I want to be getting up at 6:00
a.m. which means I need to add five
minutes per week to my like less it
could be three minutes a week I just
move my daily wake up time 3 minutes on
average you'd be there by the end of the
year and you'd probably be able to stick
with it but most people go I'm going to
wake up at 6:00 tomorrow they go three
or four or five days can't stick with it
too big of a change and I'm mostly
saying that as a reminder to myself
because I do that all the time with
anything new I'm starting so I'm trying
to be more sustainable with change this
year yeah it's a more it's a more
painful path and I think in general the
more painful the path the less likely
you are to execute and stick with that
path though but why don't we start with
a recap of everything we did so you've
been cranking on the PGA curriculum
upgrade has it been going which is funny
cuz I it hit me this week that this is
almost exactly what I was doing one year
ago today which is crazy that it's been
a year since we started P yeah this this
time last year was when we made the
decision to do the beta cohort for PGA
and uh I got really sick at the time I'm
convinced I got Co or something and I
just uh oh you YouTu is going to ban us
for saying that and uh and so I just had
to push through and make this whole um
this whole curriculum in four weeks
while I was super sick and it was it was
horrible Jordan Flu Game yeah and each
each day it was painful and now it's the
same thing and we're basically redoing
the whole curriculum I mean I think
we're keeping maybe like 20 or 30% but a
lot of it's changing because we've had
400 plus people go through PGA and we've
learned these are the things that are
helpful these are the questions that
they have like one of the biggest things
and this is now a framework for any info
product that we make it has really
occurred to me that whenever you're
explaining something every time you
explain something the the customer the
reader The Listener is sitting there
with 5 to 10 objections in their head
they're sitting there going but what if
or what happens if I and so one of the
biggest changes we're making to the PGA
curriculum is explaining something and
then going let's pause cuz I know you're
sitting there going how does this work
what happens if I do this I'm afraid of
this negative outcome etc etc so you
pause you answer all those questions
then you move on to the next thing the
framework here is the curriculum is
really a sales script you're selling
them on this way of think you're selling
them on the idea you're selling them on
this way of thinking in it being the
best which is if you want them to
execute it you have to handle all the
objections that would keep them from
doing that in the first place which is
great because this goes back
to it's either a skill or a belief that
keeps someone from doing something one
of Alex SW Mo's best Frameworks on that
and a lot of times when you're building
a curriculum the bottleneck only becomes
beliefs believing that it will work and
so people give a lot of actionable
information but they don't handle the
things that either are time management
or fear or anything that would keep
someone from executing that curriculum
and that kind of leads nicely into the
second point which is this
week inside PGA we started a mindset
accountability call so for the last year
Cole's been running the um curriculum
Hot Seat call where basically people can
come up and ask questions about whatever
it's going on but it's all always been
hard skill focused yes it's like here's
the skill to and I think this was the
first time where it really clicked like
oh but there's another 50% of
bottlenecks which is beliefs and this is
wow I love that we talk these out every
week because we just stumbled on a new
framework which is like part of your
curriculum has to be the beliefs that
are keeping people from going through
your curriculum and most people and US
included we didn't include very much of
that in PGA so far so we surveyed all
our students and asked for anyone who
feels stuck could you please share
whether it's time management whether
it's uh impostor syndrome XYZ and then
they came to the call and I did it in
place of the curriculum call this week
but uh the response has been pretty good
basically got on stage and I was like
all right what's going on let's talk
through how you're feeling about this
and most of the time it was some kind of
limiting belief that they've never been
able to talk through with anyone and
that was signal enough for us that okay
it's clear that they think that the
curriculum will work but they don't
they're afraid to send a cold DM because
that might mean that someone thinks
they're salesy or they're afraid to get
on a sales call and look silly because
that would mean they don't know what
they're talking know what they're
talking about right so it was fun to
have that lens of let's talk personal
growth through the running of your
business because you're going to tackle
your self-limiting beliefs you're going
to talk about your beliefs about money
you're going to talk about your work EIC
your time management so it was nice to
be able to coach that and say all right
we have a a vehicle and a lens here
let's unpack why you're not executing it
and I dropped the hammer a little bit
which was fun but there were so many
Frameworks that we could clearly just
put into the onboarding of PGA that says
let's just start with the mindset like
you're going to try to solve problems
you don't have like the example
yesterday I was helping someone who was
struggling with cold Outreach and
they're a little bit scared to reach out
because they they don't think it it's
worth it so we talked about money
beliefs and that we could handle on its
own they were like how would you do it
if you were going to reach out to
someone every day for a month and I made
this super simple spreadsheet I was like
one column every person 30 columns day
one through 30 and I'm like here's what
I'd be doing on XYZ day one day two day
three and her first question goes well
what do you say on day 27 like how do
you follow up with someone on day 27 I
was like this is called solving problems
you don't have yeah you can solve day 27
when you get to Day 26 and you can solve
Day 26 when you get to day 25 but until
you send that first message to 100
people on day one Nothing Else Matters
and so many people were like wow I am
sitting here trying to solve problems we
don't have and the the metaphor we use
is people who go I don't want to start
lifting weights cuz I don't want to get
jacked like I don't want to look like
those bodybuilders who think like I pick
up a dumbbell and sneeze and I just add
25 lbs of muscle doesn't happen like
that that I find a lot of people say
that about creating on the internet like
and I ran into it when I was uh ghost
writing for CEOs same thing I'd get on a
call with them one of the first things
they'd say is they go I don't want to be
internet famous and I'd sit there and be
like I hate to break it to you but you
have a very flawed understanding of how
much effort time energy attention it
takes in order to be internet famous you
don't just write one article and then
every person on planet Earth is thinking
about you and I I find that faulty
belief in a lot of people part of this
framework to that's clicked for me is I
think courses and info products in
general you'll hear people say uh I've
been burned in the past you know a
program didn't work for me or whatever
it is and I tend to notice now like as
this is crystallizing that it's because
those programs are all belief focused
and very minimal hard skill focused uh
and very minimal accountability support
like actually helping you follow through
and so what happens is you get a lot of
well here's all the reasons why you're
not doing it which in in too much of a
dose can make you feel worse you know
and then doesn't actually give you an
actionable path and we actually made the
opposite mistake which is we we went so
hard in the hard skill direction we were
so obsessed with this is the action step
this is what you do this is how to do it
this is the framework to think about it
that we almost forgot well but the
bottleneck for a lot of people is I'm
afraid to send my first cold Outreach or
I'm afraid to you know and so you have
to remember to address both and it
reinforces the conviction for us when we
have the pure curriculum and the Pure
accountabil or the pure uh belief
coaching that we just have to be
unreasonable with our accountability so
that leads to the next one which is we
started a daily email series to anyone
going through PGA who has not made
progress in two weeks so the last month
we've been building this student
accountability tracker where we can see
the progress of everyone at any time
their last assignment completion their
last time logging into slack all that
and now anytime they go longer than two
weeks starts a two week daily email
sequence from me saying hey where are
you just checked in on this s you
haven't made progress next day bumping
this back up to the top and we know that
there are so many resources for learning
the hard skill and now the belief around
actually putting those hard skills into
practice that it's our moral
responsibility to annoy quotee unquote
annoy every single student and we found
like that was a limiting belief for us
of oh they might be busy it's whatever
every single email I've sent so far
people have responded going thank you so
much for sending this yes I got off
track XYZ I'll start this tomorrow and
they report back in and boom we've
completely turned them around so more
implementation there yeah if you want to
really drill into the root of the root I
think it's because we we grow up in a
society where it's better to just not be
the person that the teacher calls on in
class uh and then you see that manifest
in career paths you know corporate
corporate jobs where you're like I'd
rather just not address the problem
because if I don't say anything then I
won't be blamed for it and you can see
that faulty belief sort of spill into
all of these things like we had it going
well we don't want to follow up with
people too much because we W bother them
and then you see it with Outreach where
people go I don't want to follow up with
a potential client because I don't want
to annoy them but the reality is every
time you do that
the vast majority of the responses are
thank you so much thank you for
following up with me this slipped this
slipped my mind I forgot to respond and
we are learning that lesson time and
time again which leads nicely into the
next bullet which was week at the end of
the month this was our third best month
of PGA enrollments and our best month
ever of Mastermind enrollments which
felt extremely good given we were
running a SHP 30 cohort at the time
which we'll talk about being our best
cohort yet and we put almost zero new
effort into marketing it was just pure
status quo make the backend
infrastructure upgrades make the
curriculum upgrades because the
marketing will take care of itself so
great performance from the sales team
but or not even but that was just a big
lesson for us is we can continue to
operate at a high level without new
efforts on the marketing side given the
assets we spent October November
creating or starting a compound yep yeah
every time we build in the middle of a
ship 30 cohort it always feels yeah you
feel it there was the past couple weeks
Big Time switching cost cuz you're going
back and forth back and forth and that's
even with ship 30 essentially being
completely we're not adding anything new
it's all completely automated and a lot
of PGA Marketing Systems all of that
we're not really doing anything new and
even still the switching back and forth
is a lot yeah but it was our best ship
30 cohort yet because we still showed up
with big intensity on every single live
call so our Student Success rates were
the highest we had the highest
continuity conversion to our backend you
know writing program the captain table
and we felt it because those are pretty
much theatrical performances at this
point we've said the same jokes 20 times
30 times we were joking earlier that we
could switch places and I could be Cole
and he could be me and we could just
tell and use the same lines that each
other use during each of our live calls
but students love it and we have some
plans for changing ship 30 in the year
ahead that we'll talk a little bit more
about but it felt good to make all these
infrastructure upgrades see those start
to come to life still have success on
the marketing side without any new
effort all while running a ship 30
program that we aren't going to be
running for the next couple months so we
kind of got through the month that we
knew was going to be pretty intense and
now we're starting to reevaluate what's
next yeah but in the short term I think
we've really Crystal Iz that we don't
need to do anything new m p PGA has a
very clear path forward um very excited
about the Mastermind PGM on the back end
of it um yeah this is the first time I
think we're going into a full year going
I think we know how we're going to spend
this entire year MH you know every other
time it's been some kind of well we know
what these three or four months look
like but we just have to hopefully
rewatch this video when we start to go
down the shiny object syndrome shiny
object Rabbit Hole so other things we
knocked out this week we did that cross
collaboration with Thiago we've done
this with a couple creators now um very
excited about this like we'll just for
context we'll do these viral drops from
our own accounts we'll put together some
sort of info product and then we'll drop
them from our accounts it's a great way
of getting a bunch of engagement on a
social platform and then also as a
mechanism for collecting emails and then
we started going well why do we have to
do it from our account so we then
started reaching out to other creators
going hey could we collaborate on a
viral drop asset we'll help you assemble
it we'll give you our Playbook on how we
do this um so that's been that's been
really cool yeah we pretty much
productize this entire thing at this
point which means we can spin them up
faster than anyone else could so we'll
probably do those on a monthly basis
going forward but nothing really
exciting there I think the last one is
we both began to dabble in selfie camera
video so you made like a 20 minute video
talking head how'd that go how' that
feel yeah I really I'm really fascinated
by just the idea that video can be
approached in so many different ways and
something that's really clicking for me
is that professional quality video has a
lot of Pros but there's also cons and
one of the cons that I see is if you
lean too far in that
direction and I don't I I don't think a
lot of people think about this or maybe
they do and I just whatever if you lean
too far in that direction you inherently
start playing a more status game because
it becomes about elev the production
quality to the point where you are so
far above the people that you're talking
to right you get further and further
away from them and that's not really a
game I'm interested in playing like I
think the shipyard and having the Space
is really cool and and the fact that it
looks so great is awesome but ultimately
the thing that is most rewarding to me
is being on the same level as someone
and so I really like the idea of just
doing more like raw selfie video talking
head um cuz that's the experience I
enjoy more versus the people that lean
really heavily in the overly produced
quality Direction they end up creating
this Dynamic With Their audience where
they're like unreachable and I don't I I
just have no interest in that I think
there's a barbell where if you can have
highly produced highly qu high quality
educational videos like this with still
a constant selfie video like I'm just
the same as you guys I just have a fancy
Studio that's a sweet spot because
people go one or the other and I think
there are benefits to having both and it
was nice to see you make that video
because I've been thinking about doing
something like that for a long time and
seeing you do one I was like I'm just
going to do one tomorrow I've done three
in a row now and it's really easy and
way easier than I thought it would be
and that's a macro lesson of you delay
for months something that takes a couple
minutes to do like I took out my camera
on my Walks Like I'm filming it today
I'm doing it I s it to Ash he uploaded
it boom and the response has been great
I was going to say again drinking our
own Kool-Aid it's been fascinating that
that little selfie talking head video I
post on YouTube immediately it's not
like it went viral or anything but tiny
little data point it was one of my most
engaged videos period and I looked at it
relative to recent podcast Clips or oh I
didn't see you put that on YouTube yeah
I put on YouTube and it's gotten more
like likes and more comments than almost
any other video I've posted in that same
period of time interesting I didn't know
you did this oh cool yeah and so that to
me it's like this is something we try
and explain in ship 30 people go into
the I want to create things on the
internet with this mindset of either no
one consumes it or it gets a million
views and a million comments and a
million likes and there are so many
little data points that happen between
those two extremes and so even this I
mean this has a th views like it's not
like it went viral but if you look at it
relative to some of the other videos
I've posted I interpret that as oh this
is a small spike in interest in
engagement I should lean into this more
yeah I bet your attention was great on
this video you know and depth of 78
likes on less than a thousand views
that's great yeah okay interesting more
signal for me cuz I could just turn my
what I've been doing is I had a process
I was already going through which was
sharing what I wrote every day now I
just turn that into video and I've added
like a little tip or framework or tactic
I think my next step is going to be
taking the weekly personal lessons and
realizations and just make a talking
head video here we are iterating in real
time iterating in real time yeah I like
these lessons and realizations you ended
with I think this is always this is the
meat of what we want to share on a
weekly basis as a way to distill and
crystallize Frameworks for ourselves so
we've already stumbled on a few more
which is I I'm just going to add to the
list which is the best educational
content has both skill and belief
yep which is overcoming objections
anything that would keep someone from
doing it next one we came up with is
everything is trainable some things are
just harder to train so rather than
thinking is this trainable it's how
trainable is it it's a spectrum so there
are some things like having a
conversation with me is impos is like
zero trainability in terms of being able
to do to replic to replicate someone
else but someone asking me questions
about how they can better manage their
time we might have that belief of like
I'm the only one who could explain it
but if I can explain it to that person
it means I can explain it to someone
else who could then explain it to that
person Y and we are learning this lesson
more and more of I don't think there's
any part of the business that we didn't
once think was
untrainable that we then ended up
learning actually we could delegate this
if we needed to and so it's just a
continuous process anytime we feel
ourselves like oh we we have to be the
ones to do that it's probably because we
looked at it from a binary lens and
instead go okay we might not be able to
replicate all of this but what are the
parts that are trainable or replicatable
or delegatable yeah it's sort of like
and I certainly have fallen victim to
this I in every business I've ever built
I was always convinced that I was the
only person who could do it and then I'm
just proven wrong again and again and
again but it's like the doctor Paradox
where the doctor thinks no one can do
what I do but then you have to ask the
question well how did you learn how to
do what you were doing cuz someone had
to train you right so it's this and we
should do this for ourselves it's like
how do we know the things that we know
well someone else had to teach us
someone else had to train us so yeah I I
really like your point of everything is
trainable it's just on a spectrum and
how difficult is it going to be to train
yeah how trainable is it how difficult
is it to train right we've seen it with
Ash cranking through a lot of our emails
and things like that that we used to
think wouldn't be train I thought I have
to write every single email no you don't
cuz volume solves a lot of problems and
one of the ways that volume solves
problems is that when you're forced to
do something over and over and over
again your impatience for it grows until
eventually you become so frustrated with
the fact that you have you continue to
repeat yourself that you start to go if
I don't find a solution for this I'm
either going to throw my head through a
window or I'm going to just stop doing
it I'm going to give up and so I noticed
that the more that I repeat myself on
something now I'm giving myself the
permission of okay who could I train to
do this yeah and that I wrote that down
as another lesson from the week it's to
build any kind of successful business
you will repeat yourself un
uncomfortable number of times so many
times that's both in your own products
you're going to have to say the same
thing time and time again on chip 30 how
many times have we said the same thing
on the same live call over and over with
your team you're going to have to
communicate the same core values the
same way to build a culture you're going
to use the same words over and over over
again you're going to use the same
belief breaking and coaching formulas in
your content you're going to say the
same thing time and time and time and
time again and that's great it's nice
realization is when you feel like wow
I've said that before it's probably
worth saying again MH and that's true
for everything it's like oh you want to
play in the NBA you're going to take the
same free throw shot a gazillion times
oh you want to play golf you're going to
it's that same swing every single time
you know so this exists everywhere I
think it's just reframing that in your
brain and the inverse is also true if
you look at most people again I made the
same mistake you look at most people who
are stuck in their business or in their
life or or whatever it is it's because
they've started down the path of that
boring monotony and then they've become
it's like they're disillusioned by it
they're like I need the next shiny
object I and and every time you do that
you're starting over you're starting
over you're starting over you're never
allowing the path to compound it applies
to everything where you are a fixed
number of boring actions away from
basically any goal so my example right
now is I started the
year put on a little bit too much
holiday chub no you're bulking yeah I
was I was thank I was Ving and so I came
into the year and said all right I'm
going to do a little six week mini cut
between now and Columbia I've now eaten
the same breakfast the same lunch the
same dinner for 33 days in a row and
that level of monotony is something that
most people could not stick with yeah
but I have done that because I on day
one I said if I eat these three meals
every day for six weeks this is
literally what will happen I will lose
this much because I'm at 2,800 calories
a day maintenance this is 2, 800 a day
50 days boom and literally I'm on a
chart that is a straight line down at
the exact slope that I programmed and
it's just a reminder to me do the things
that you know will work if you repeat
them long enough yeah it's people going
I want people to read my writing okay
write every day online for the rest of
your life and if you do that you will
there there isn't a world where you
won't achieve that goal you know so I'm
trying to duplicate that simple formula
of like what are the things that I know
if I do every day it's unreasonable for
me to not reach my goal okay how about
this one suboptimal parts of your
business should excite you because it
means you're going to grow forever so I
felt this one this week
during as we've been setting up this
marketing infrastructure where I want to
be able to see our traffic sources from
LinkedIn from Twitter from Instagram to
all our different email courses and I
was like how have we been operating
without this how have we not we've just
been Flying Blind for the last 2 years
of like I think that's working I think
traffic's coming from here no clue and
at first I was like God that could be so
much better and then I reframed it of we
did all this and I had no clue that
Instagram was driving this number of
leads which should probably post more
here at this time to this traffic s or
to this lead magnet it's amazing and I
know that we're one week away from
having that and it'll be a whole new
level of clarity on the marketing side
yeah
I'm very excited about all that
attribution yeah the fact that we've
done what we have despite the fact that
we don't have any of that um yeah this
is also yeah I'm really glad that you
wrote this the reframing of things that
could be better should excite you
because you'll grow forever CU I for
years have just had a really bad habit
of always looking at something negative
being like well I guess that's it yeah I
guess the business is ruined and it's
like no that's that's the opportunity
that's the whole point and we have a
massive list of things that could be
better which means we have our work cut
out for us so it could be H this
business is broken there's nothing none
of these things are working it's like oh
great the business is actually doing
fine despite none of those things
working so let's go fix them and we'll
continue to grow forever uh two more
it's hard to stop a team when everyone
has aligned incentives to grow the
entire business I've really noticed this
lately so there's multiple components to
this one finding ways to give everyone
some sort of
trajectory something to strive for MH um
two finding ways and it can be created
in you know there's not one one size
fits all but finding ways to allow
people to share in the upside right
because like when you win you want
everyone to win um but third is also
tying those incentives to the type of
culture that you want to build like what
do you want people to be obsessed with
you know and I think something we've
done a good job of is really instilling
this culture of people being the wanting
to be the best at their role like if
you're going to be in that role you
should become the best possible person
to own that role and if that's not your
goal then a it's probably going to
reveal itself and B it's like you should
pick something else you know because if
you're going to spend all your time
getting really good at something get
really good at something that fits your
natural strengths this I heard a great
horos framework on commentation that I
want to crystallize right now so he was
talking about he heard it from someone
else they're going to start to implement
it but basically he takes someone's
compensation let's say they're on track
ideal compensation would be 200 Grand he
splits it in half he he was uh echoing
this from someone else someone else does
this splits it in half says 100K is base
then takes the
additional 50% so the other 100K and he
splits that in half and so 25% of their
comp is he takes those two pieces one is
tied to the overall business Revenue
hitting a certain Milestone so it's
teared out of like the business grows
this much you get this much business
grows this much you get this much Etc
the third the other piece is they set an
individual
goal and if they hit it they get that
other
25% they pick or they allow each person
to set that goal but they have to tell
the entire team what that goal is so you
can't set a goal that's so low where
everyone around you goes why are you
setting goal that's so low just so you
automatically get that
25% so we're doing the same thing which
was really interesting because you have
the culture that supports a higher
performance goal so they get the
personal growth of setting a goal that
they can go and hit they have the full
aligned incentive to build the entire
business and it's still not putting all
their eggs in one basket such that if
the business doesn't grow they don't get
their base salary I thought that was
really interesting from a from a
compensation perspective and I think we
could impl something like that yeah the
there's a moment a little story I come
back to all the time this was back when
I was living in La I went to
some not party like like what's a
business party called it's not
networking but it's like a business you
know there's a bunch of people there uh
in business and I was talking with this
really successful CEO and I was like oh
good to see you um how's the year been
and he said I just had my best year ever
and I said well what did you do
differently and he said I broke out each
department and I basically made each
person treat their Department as if it
was a business inside of my business and
I tied I I reduced their guaranteed base
a bit but I gave them more upside in
their specific department and he said it
made everyone work harder it made the
whole business grow faster and I just
had my best year ever yeah and I I that
was is one of those moments that really
stuck out to me where I think I think
the reason that works so well is because
especially today like more and more
people want to be entrepreneurial but
that doesn't necessarily mean that you
have to go start your own thing there's
a lot of benefit in being
entrepreneurial inside of an
organization that has a ton of
opportunity and you can have more
ownership in whatever it is that you're
doing it's the same idea of spectrums
right yeah full entrepreneurial is you
own all the risk and you're the last one
to get paid W2 is you're the first one
to get paid if there's some kind of
Middle Ground where you have shared
upside but also a base that's just in
the middle so here's what I did with the
sales team I said we're going to do a
bonus payout this month based on
individual goals so here's what I had
them do all three of them are going to
set an individual goal to hit for this
month if they hit it they get a certain
bonus if all three of them hit their
individual goals they all get an
additional bonus but if when they I
wrote down a reasonable goal for each of
them and I put it on a piece of paper
and I took a picture of it and I said if
the goal that you come back to me with
is below the number I have here no
bonuses for anyone the entire month just
turned into squid games real quick so I
was like I couldn't get the like public
accountability because they could still
collude and everyone set a low goal so I
was like if you guys collude and you set
super low goals so it's easy to hit it's
gone so now they have to figure out what
and I gave them the numbers I was like
here's what I think is reasonable for
this this and this do the math you'll
see where I'm projecting and then set a
goal a little bit higher than that
that's amazing I didn't know you did
that yeah I did that this morning so
they're all like Oh great cuz I saw them
like snickering like oh what if we just
said this I'm like okay yeah here's the
last bullet if you come with a goal
that's lower than the goals I think you
should have all of you lose the chance
to have this so it's going to raise the
bar I hope we'll see a lesson that it
doesn't matter what restrictions you put
in place everyone will always try and
game the system yeah exactly no it's the
the Cobra test when you this is another
lesson I need to write this down
every this is from a Keith for boy video
every indicator needs a counter
indicator so we learned this with one of
our challenges last month on the sales
side was a certain number of of
enrollments but we didn't set a counter
indicator that said it had to be of a
certain percentage of Revenue collected
like rather than a payment plan and so
anytime the uh whole bonus uh payout
that I just talked about for the team is
now subject to one team-wide kpi that
they must meet as well so there's like a
minimum threshold that will solve the
problem we had last month and now we
have a counter indicator for all the
other goals and so this comes from the I
don't know if it was old England or old
India where it originated but they had a
snake problem cobras and to try to
reduce
the number of cobras in the wild they
put a bounty on if you brought a dead
Cobra to whatever office they'd give you
$100 it's like okay this is going to
solve people are going to find the
cobras they're going to kill them
they're going to bring them to us and
instead in a couple
weeks way more cobras started popping up
they're like what's going on and the
people started to breed cobras so they
could kill them to then turn the money
in oh my God so you need a counter
indicator and it when you align when you
create a goal with no you know
constraint then people are going to find
ways to hit that goal there game the
system right so got to keep that one in
mind and I'm going to add that to our
list human nature yeah these are some
really good takeaways it'll be again a
compounding here it'll be interesting at
the end of the year to compile all of
these like a montage right here all the
Frameworks we talked about it's like a
three-hour long video Yeah I'm feel so
good this perfectly ends the last
section you can improve something
quickly by making one small Improvement
every day with a morning meeting and
closing the loop in the evening and
basically this is just a daily iteration
process where we're trying to improve
multiple different things right now so
we've had three meetings in the morning
identify the action items for each
member of the team during that meeting
and then shut the loop by the end of the
day and it's the same idea here with the
presso hour it's how how can we put
something on the calendar that we're
going to do every single week or day or
per time period such that you can
iterate and make improvements and then
this one is just compounding over the
long term so I think we'll get better at
breaking down our week every week we'll
distill more lessons and realizations
and then by the end we'll have a huge
library of all those improvements and
we'll see where we're at and then we'll
put it in a perfectly organized notion
dashboard now honestly though we could
there's a product idea it's like here
the best people don't pay for
information they pay for the packaging
so if it was here's a clip snippet of
the 50 best Frameworks we
shared a like a premium version of aprl
or something like that yep so lots of
cool ideas in the works just based on
putting something on the calendar doing
it every week and going from there
infinite things for us to create that's
right burden of opportunity that's right
and the very last thing I put on the
what happened is we got back to filming
espresso hour so we're back in the lab
breaking things down it feels good and
two weeks until we go to Columbia there
we go Cole's getting married it's happen
marriage it's happening I'm ready to be
on the other side of
the the new life begins thereafter so
anyone has if anyone has marriage tips
for Cole maybe we should start drop in
the drop a comment if we should do life
updates at the end or at the beginning
of this if you'd be interested in a
little bit of behind the scenes of what
goes on outside this camera and outside
the the business World maybe we'll make
the secret word marriage marriage and so
give give me your best piece of marriage
advice yeah there you go all right
secret word for this one we're going to
be compiling I'm starting to do weekly
private ask me anything sessions for
people who respond to the what I wrote
today and they get a personal invite
where it's like a Sixers 30 minute come
with a question ask it to me whoever
leaves a comment with the secret word
we'll do one or two or three people
invited to that private es me all right
that's all we got for this week if
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with any questions we appreciate you
watching see you next week have a good
one y'all see
you
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