I'm very pragmatic about what does it
take to make life work but what I want
you to know is Australia of all the
places on the face the earth when I'm
talking to my client
you just think don't Evol the place on
earth there's one place you pick to have
a great quality of life of your family
that will weather the storm the best
that's Australia by far you guys are in
the best place on earth to make it
through this situation and take
advantage of it but the real secret is
whether you suffer or whether you
succeed is not going to be based on the
season some people freeze to death in
the middle of the winter other people
ski and snowboard it really comes down
to what are you going to do so those
coming here are thinking what could I do
to show you how to take advantage of the
season what can they do to show you how
you can absolutely doesn't matter what
the season is is a bad season
financially a good or bad time to start
a business tell me which one when the
economy is toughest is it a good or bad
telling to start a business you tell me
which one it will of course that's what
he expects me to say is good but it's
the truth if you look at the Fortune
1000 companies around the world 65
percent of them were started in a
depression or a recession the reason is
they were started with somebody when all
the competition was freaking out
somebody could start like Apple
computers in the middle of a recession
with selling their Volkswagen bus and
coming up with some ideas because
everybody else was scared it wasn't
willing to do whatever it took
Disney started in the depression by
Fortune magazine started in depression
how you going to build your fortune in
the middle of depression so why doesn't
want two strongest companies in the
magazine business and business it's
pretty horrible for most people if you
look at Microsoft it was a recession you
look at the best and most powerful
companies it's because they understood
something that's really critical and
that is don't ask it be easier ask and
make yourself better if you get strong
during the tough time you'll dominate
for the rest of your life what I think
would be useful is maybe walk you
through a tool that I've got that has
developed over the years to turn
companies around
and the fundamental tool is their areas
of your business every one of you in
this room no matter what your business
is if you're in business you're probably
doing something well how many got sent
here your business you're proud of
whether it be marketing or sales as a
product or service how are we going to
hear your products say I how many got an
area you're less than proud of say the
challenge is where does our energy go to
the areas we feel most skills and
powerful in or leave skilled and least
powerful in which one now our energy
tends to go to the areas we feel most
powerful we do what makes us feel good
we do what we feel confident in not what
we feel incompetent in and business is
complex it doesn't have to be but it is
so I thought maybe to be a foreman I
could give you there is let's walk
through what the business environments
really like right now and let us see if
we can walk through what are the areas
that if you were just to do this if I
never saw you again and my goal is to
see you again my goals do have enough
value go okay this is no-brainer
I'm gonna take four days until he comes
back and I go going this experience and
be immersed and grow my business 30 100%
but if I don't here's what I want you to
do or if you don't I'm going to cover
seven areas that are what I call the
seventh forces of your business each
force has a forceful impact on your
level of success or failure your
profitability etc there's some areas
that you're doing good in some areas you
could do better in some areas you're
very weakened the problem is a chain is
only as strong as its weakest what and
in business so many businesses go
through challenges because those weak
links are the ones that destroy you not
your strengths it's true around the
world actually Australian business is
interesting a little bit more intense
than even business in the u.s. in one
category
what percentage of Australian businesses
are still alive five years after they
start who knows
what percentage of Australian businesses
are still alive five years after they
start I'll give you a clue 90% of all
Australian businesses are gone in the
first five years if you and I are going
to really make this thing work
that we are looking say okay why do
businesses why do they fail
why does so many businesses fail why is
it I mean good intention people smart
people strong people and yet they still
fail and they didn't have good products
good services the great advantages when
they start they may haven't been
successful for three or four or five
years or even ten years and now they're
gone I will tell you what I've seen in
my life and I've had the privilege now
of working around the world with 50
million people through my books and
tapes and audio and video programs but
I've worked with four million people
four million from a hundred different
countries over the last 34 years I can
clearly tell you there's patterns you
don't miss when you've been with that
many people and that many businesses and
one God and I can tell you above
anything else is most businesses fail
because they fail to anticipate what's
coming write that down write down
anticipation is the ultimate power if
you fail to anticipate no matter how
smart you are you're going to nip
reacting and your business will pay the
price and the price in the sport rim is
death the depth of the business just
like a gladiator now what do I mean by
this
maybe I can show you what I mean by
giving you an example that more people
can relate to
I want you to simply a chair with some
energy so I know you're gonna simply
enjoy some energy make sure the person
makes you've got some energy and I want
you to yell out I if this describes an
experience you really have and I want
you to be honest if if it doesn't
describe me facial don't say anything
but if it describes experiment what
you're ready to go I all right so here's
my question how many of you in this room
have ever experienced the total and
complete humiliation that comes when you
play a video game against a child
how many have this experience by how
many others have been more than once AI
who always wins we play a video game
against the child who the child why is
because they're smarter quicker faster
in fact don't even tell me why think
about how the process
kurz first of all you don't play many
video games so you're smart you don't
offer to be a part of this game it
usually occurs because one of your
children or you may be out you're an
aunt or an uncle to someone or friends
and they say to you at Christmastime
auntie UNK somebody mom dad play this
game with me and you say no no I don't
play those games you enjoy it I'm no
good at it
no no it's really easy let me show you
and they hand you this little gardening
or just doing qqqq
bam bam bam you shoot guys just like
it's so easy and then come on do this
with me and finally you acquiesce and in
what happened you should know you're
being set up when they say you go first
and what happens you pick up that gun
and these aliens come at you and you're
dead usually in about 3.8 seconds now
the child takes the gun what happens to
do to do to do to do you can get you to
do to do to do to do to do to do to do
to do in about 45 minutes later you get
your second turn we know what I'm
talking about here say I now you're
pissed all right you're like getting
competitive I'm not getting shot in
three seconds see now you really focus
to do to do and you get shot in the back
and you're dead in two seconds
the gets you to judge a judge a judge a
judge order to do 45 minutes later you
get your third one but get scores 480
million points you get three who's
happiest experience they are why does a
child always win is it because they're
younger faster smarter
more flexible their minds are wired this
way no listen to me
the child always wins because they
played this game before because they
played the game before listen to me key
words they know the road ahead if you
know the road ahead you have the
ultimate advantage over everyone around
you you must know the road ahead why
because when you know the road ahead you
can anticipate write it down again
anticipation is the ultimate advantage
in business and in life anticipation
when you know the road ahead you know
what's coming when you know what's
coming you can anticipate when you can
anticipate what's the benefit of
anticipation when you anticipate you're
ahead of the game if you're not
anticipating what do you have to do
react and when you're in the game of
business and you react you're going to
die it's that simple I don't care who
you are I don't care how long you've
been business if you find yourself
reacting gonna die you're in business
and you didn't anticipate some of the
challenges coming up with technology and
all of a sudden it eats you up in a week
in a month what you built five ten years
ago disappears who's seen this happen I
knows what I'm talking about is real
hearsay I so we're talking about the
most important skill of all here
anticipation because otherwise you're
reacting why does the kid succeed they
played it so many times guess what they
know when the game starts first bad guys
here second bad guys here third bad guys
here they don't wait they anticipate and
they take control if there's one gift
you could give yourself it's to know
this write this down if you would the
biggest choke hold in any business the
biggest choke holds in any business is
always the owner / leader it's the owner
leader psychology or skills the biggest
choke hold in any business is the owner
leader psychology or skills your mindset
what eats you up is you don't know
what's coming you don't have the skill
to handle what's coming because you
don't know it or you're so beat up
psychologically emotionally by what
you've been through you can't find the
answer so as a result you end up with a
story that limits you you end up in a
state that limits you what's stopping
the business another way of saying this
is the story the state and the strategy
of the owner or the leader if you change
that owner leaders state story and
strategy you change everything if you
don't they're not going to succeed so
Bill Gates is a gutsy bastard Bill Gates
has a lot I mean the guy took big risks
he was at Harvard had a great education
setup wasn't doing so good but he read a
magazine article about the first
personal computer called the Altair and
he read it he said you know what I think
this is the future he anticipated the
changes that would come in the future
but he had guts and he took risk that's
why he who he is he called the guy up
and he said listen I see you got this
new computer you guys need software for
that he said I've written software for
that'll make it run perfectly was that
true yes or no total bullshit he made it
up he was just being gutsy and said if I
tell the guy I got software and he says
come see me I'm gonna figure I have to
do it pretty ballsy sure enough the guy
said bring it to me in three weeks so he
had three weeks to come up with software
fee him his partner and he worked around
the clock and literally when he went to
Altair in New Mexico to show this
software he never computer to tested on
he didn't know was gonna work for sure
thank God for his future it worked it
was a gutsy risky thing he invested all
this time and energy he blew off his
school he did everything and thank God
for him it worked but that didn't make
him wealthy young made him wealthy
something called ms-dos
ms-dos was software that he did not
write he bought in his thoughts that
made him three and a half billion
dollars for $50,000
Bill Gates wanted for $50,000 from
somebody else
he saw IBM and he was studying his
competition and he said they think
they're in the computer business and I
think the computer business is going to
become a commodity at some point in the
future I want to control the
intelligence that controls those
computers so what I'm gonna do is I'll
offer the software and I'll just go buy
it from this kid over here now fifty
thousand dollars is a huge sum of money
most business people don't have guts
they don't take risk and they don't
invest he said I gotta do this roll the
dice got it locked up went to IBM and
convinced them the IBM wanted it what
did IBM want to do they wanted to buy it
from him he said no I'll rent it to you
they said no no no he's looked you're
not in the software business anyway
you're in the computer business you
don't want software software changes you
don't know that area let me do this for
you the biggest strategic remember I
said your life is controlled by your
what decisions that decision made him
wealthy that decision for IBM made them
a has-been in a short number of years
you have to anticipate the shift am I
making sense with you here yes or no so
what's the solution the solution listen
to me is constant and never-ending
improvement on the areas that control
the success or failure of your business
Cranston never-ending improvement it
doesn't have to be huge but as to be
constant incremental improvements in the
areas that matter on a regular basis and
you will dominate as long as you also
anticipate so let me give you a seven
real fast because I'm on tight tight
tight on time let me give you the first
of the seven let me show you how it
works I'm going to start with the end in
mind if you're going to be successful in
business the end outcome what makes so
many successful in business is not that
they make a sale if all you do is make a
sale you may have a
money to have a business it has to be
sustained to be sustained you have to
build clients or at a minimum what I
would call raving fan clients raving fan
customers now why is the target of all
business a raving fan customer well
first of all what makes a human being
wealthy in financial terms what will
make you wealthy is only one way to get
wealthy and stay wealthy add more value
to other people's lives than anyone else
can possibly do if you add more value
than anybody else you will have people
be a raving fan of your product service
or company and raving fans are the best
marketing in the world because today
nobody pays attention to advertising
unless it's shocking and even then it
doesn't necessarily sell the product
what sells products today is people
telling people this is the best shit you
can get how many agree with me on this
right now say I and you can't buy that
word-of-mouth you can only deliver it by
delivering such an incredibly valuable
experience or product or service that
people tell everybody about it the first
key to getting to that target if we're
going to like we're going to we're going
to grab hold of my energy and win a race
towards this target is you have to do
step number one step one in a business
is you got to know where you really are
you got to know where you really are and
you got to build what I call a business
map now what do I mean by a business map
well think of it this way how many of
you in this room have a five-year
business plan right now for your company
five-year business plan raise your hand
now a group of 9,000 people I'm seeing
maybe a dozen hands the reason you're
seeing a dozen hands is because even if
you have to apply your plan it's
bullshit and I'm not being disrespectful
it's bullshit why is it bullshit
everyone tell me why is a five-year
business plan in the world we live in
today total bullshit why because the
world is changing so fast you have no
clue what's going to be here in five
years you're kidding yourself
so what do you throw up your hands
there's hope it works out well that's a
disaster too what you need is a business
map a business map means you understand
the territory you understand what's
happening where it's happening so as
you're moving along you can adjust with
that map to get where you want to go as
if environment changes the way you frame
what business you're in to yourself is
the single biggest limit in your
business and I promise you it's limiting
who you do business with as well you
know if you have yes Peter Drucker one
of the greatest business geniuses of all
time he is to say there's really only
one question maybe two in business this
question is what business you're in and
how's business you must control the
meaning within yourself within your team
and then the way you market if you can't
do that till you're crystal clear what
business you're in in every seven weeks
you should be digging in deeper what
business you're in or you'll ask a third
question what business do you need to be
in because let me tell you something you
didn't experience in 2008 in Australia
what the rest of the world did but
you're going to experience some of what
the rest of the world has experienced
coming soon you can experience it your
real estate market you can experience it
in your shares market and you're going
to experience some unemployment and a
much larger scale than what you guys are
uncomfortable with right now it's coming
I'm not here to be mr. positive and I'm
not being negative I'm saying it's
coming so you want to take advantage of
winter not let it freeze you to death
and you can because when everybody else
is scared and hesitating if you're doing
the things I'm showing you you will take
their market share and you will dominate
even if you're a little guy you can
become a big guy in this time because
the time in which things change is tough
times that's when little guys become big
guys because the big guys are doing the
same boring shit over and over again and
they're not flexible but I got to tell
you something in order to succeed in
your business you're going to fall in
love with your clients and not with your
products and services and here's the
other question what stage of the life
cycle of a business are you in
listen to me this understanding is the
most important standing of all and I
can't give it to you all here I take a
day on this when I say I get people
million dollar guarantee the reason I'm
giving that million dollar guarantee and
no one ever takes me up on it I mean I
think two times in three years someone's
taking me up on it and when they did
I've been glad because I didn't want a
stupid person in my seminar it's like
you can't see this gonna save you a
million dollars in making million bars
you shouldn't be in here I'm happy to
refund your money is this material and
this material is understanding the life
stage of a visitor see businesses have
life cycles just like humans do so watch
this for a second which can get in more
trouble an infant or toddler quick nice
and loud which one nice and loud which
one why cuz the toddlers more mobile
they can go what if this rock tastes
like right which one could get more in
trouble a toddler or a teenager that's
right tell me if you give your car to a
teenager and you say drive it never
above the speed limit what can you
promise and guarantee they're going to
do are they going to speed yes or no and
the worst thing that can happen is they
get away with it let me explain what I
mean businesses have stages of
development what do they tell you what
the most important thing to business the
power of anticipation what if there was
a way to know in advance what problems
you were going to have in your business
before they happened you know exactly
what they were how they were going to
happen and what to do to prevent them
right now no matter what stage you're in
how many things that be might worth its
weight in gold raise your right hand say
hi that's what happens when you
understand the stage let's go to number
two the second key for some business you
got to be working on is constant
constant strategic innovation you know
what the hell does that mean
sounds so complex strategic innovation
notice I can just say innovate you can
innovate innovate innovate and it may
not make a difference and innovation
takes time energy and money it's going
to be innovation the customer cares
about let's go back to Peter Drucker for
a moment Peter Drucker is all we
said that the core of all business is
only two things and the business is
successful these two things are its core
innovation and marketing everybody else
in your company is employed by the
people who innovate and market for your
company because without them there is no
company now what does innovation mean it
means finding the way to meet people's
what needs it means find a way to add
more what then anybody else is adding
but listen to me and maybe this will
help you understand innovation in a
different way people say but I am
meeting your needs and my customers are
really happy so why innovate because
it's called innovate or die in the world
we live in
let me explain why how often is Apple
Computer even though they're the best
find a way to innovate again how often
can you count on it is it consistent yes
or no every year sometimes multiple
times a year is it true that's why
they're number one so what you have to
do is you can't just meet your needs you
got to meet their needs in a new way
meet the needs even more add more value
but do it in a new way that's how you
have raving fan clients it's not enough
to meet their needs it's not enough to
add more value got to do it new ways all
the time it makes it sexy it makes it
mysterious it makes it interesting it
makes them want to engage you it gets
them to tell everybody else about the
new thing you're doing okay now let's go
to number three real fast we have to
keep this in gear to catch up so number
three is if you what was it we said
Drucker said all business is two things
innovation and what come on guys
innovation and marketing answer this
question for me does the best product or
service always win yes or no nice and
loud yes or no which company always wins
McDonald's where does that should come
from no the best marketed product or
service for better or worse and let's
use McDonald's okay ma'am that's a good
example tell me something perfect
example just McDonald's make the
best-tasting hamburger in the world
notice we got a universal 9000 verse
response now is that the tastiest is it
the best quality yes or no but it is the
best what marketed as you would say
marketed in the world
I call it marketing the poisons matter
is this company understands marketing
and even though they have a shit product
they got billions and billions and
billions of people to eat that shit now
here's the problem of marketing today
it's a significant problem I want you
think about this does anybody know how
many marketing messages the average
person had to see 15 years ago how many
messages before they would start to seek
you out to consider buying your product
where they would do something active to
seek out your product does anybody know
15 years ago how many times does they
have to see a message from you on
average if you're in a quality ad the
answer is for 15 years ago does anybody
know what the number is today 16 now
what do you think that's done to
companies profit abilities add value
this is make sense become an education
Margaret become someone in this value
because then you become the valued
expert not a stupid salesperson because
you're giving me something and if you
give me something I want to give you
something I'd love to give you my
business if you're going to give me
something but you're just going to
advertise advertise advertise advertise
screw you right here if you follow this
AI and then you don't have to go for 16
exposures you can get somebody in one
exposure and they'll answer your emails
and they'll reach out to you and you
watch your business grow like you can't
even dream
Florist number four is the constant
never-ending improvement of sales and
mastery systems sales mastery systems
marketing is wonderful but if you don't
convert that marketing into sales you
don't have a business now because of
time here's all I'll tell you on this
one I'm going to give you this valuable
that's simple how about this how many of
you right now in this room out of
business that's primarily done with no
salespeople all on the web that you have
no salespeople all automated lazy and if
you have salespeople if you have sales
people that work with it the majority of
you if you have an automated this system
and how good it is you don't want a one
legged stool a one legged stool at one
point to get in trouble and you collapse
you want at least three legs and one of
those legs as a minimum it's going to be
a sales team now how can you grow though
when you're brand new small business or
you've been around a while well
technology today allows us to be able to
hire people to go to work for us
literally 24/7 365 all around the world
we literally have more than 150 people
that work for one of my companies all of
which live in different parts of the
world all of which we note only by way
of our experience of them by way of
Skype calls or we can see them and
create you could coach them but we
measure them better than the persons in
the same room with us in the old days we
know what they're doing every moment you
know people responding we never because
it's all set to us by the web we have
virtual companies now so you don't have
a lot of resources we can show you how
to get three or five salespeople your
little company like these couple of guys
here that right now our operators what
have you had three people that their
entire life without how to make sure
they filled your business you wouldn't
have one little location you might have
five but here's what I can tell all of
you just give you one quick hint in this
area in the time that we got right down
one thing great salespeople are not
trained they are found great salespeople
are not trained they are found and then
trained to be even better and this is
coming from a guy to Train 2 million
salespeople in the world I did that for
15 years it's one of my jobs here's what
I mean by this write down this phrase
nature
is the most powerful factor nature is
the most powerful factor if I was going
to give you something two seconds right
now I'd say it's this if you're going to
get a great person to sell for you you
can train somebody all day long but
they're neat your ask them ask the job
the fifth force you got to take control
of you've got to have constant
anticipation member that key word
anticipation so you're not reacting
you're anticipating you know the road
ahead in two areas of your business
legal and I know you're not a lawyer or
at least most of you but you got to know
where your risks are and financial or
accounting now how many of you in this
room is business owners hate accounting
if you're with me brothers and sisters
can I have a hallelujah however
unfortunately even though you hate it
how many of you in this room ever have
ever been bitten in the bum moves so to
speak because you thought the numbers
are one thing or they meant something or
your cash is one level it was another
some accounting piece that really really
hurt you at the time who's had this
experience before raging and nice and I
say I I want to tell you something more
companies go down because most of you in
this room do not like accounting and I
do not want to sell you on being an
accountant but a boring-ass job but I do
want to sell you on knowing enough of
this that you can run that accountant or
that CFO because you still have the lead
and if you don't you'll become part of
the 99% to fail I don't care how big
smart you are to how much your sales are
learning how to manage your business
includes the economics and we take half
a day and make it fun so that you can
kick-ass with any CFO or accountant and
you can have some questions they don't
know let me ask you two questions
real fast question one how many of you
have a specific day of the month that
you always go through your financials
and you never ever miss on your business
raise your hand keep your hand up a look
around the room it's not even three
percent of the room that does this
that's why 99 percent go out of business
never I said the beginning what is the
chokehold in the business it's the
psychology and the skills of the
entrepreneur if you don't develop a
skill of knowing how to manage the
finances I don't mean write it down and
do the accounting I mean know how to
read that and use that information as
intelligence to guide yourself you're
going to be in trouble in business
nobody gets a special license you can go
out there know nothing about numbers
except what you think you know and
that's why you go out of business this
is a skill if you don't get it for me
you better go get it now but I can give
it to you in a fun way in half a day of
the four days where you'll be all read
financials and find stuff your
accountants not finding and then what
you want to find is the intelligence
that allows you to run your business
more effectively I'll give you a little
clue who here knows the three documents
you've got to see every single month to
run your business raise your hand if you
know the three and can name them look
around the room look at this we got nine
thousand people in this room and maybe
20% of you even know the documents you
don't review you need to know what they
are here I'll give you a little gift
something that took me 20 years to
figure out little gift if you've got a
business as a 20% margin margin of net
profit and most of you probably have a
margin less than that some of you maybe
more than that but if you have that and
you just cut 12% of your costs 12% of
your costs on a 20% mark margin company
you'll grow your profits by 50% meaning
you have a 30% margin if you want to
listen to me you want to grow your
profits 50% all you have to do is
control cut 12% of your costs but you're
never going to do that when you don't
even look at your own financials let's
go to the next one finally number six
number six is what if I said to you
there was treasure in your business and
that treasure is just waiting for you to
come by and pick it up but you got to
dig for it but if you pick it up it's
going to cost you nothing what if I said
every one of you in this room no
bullshit no hyperbole no exaggeration in
the next six to 12 months 18 months at
the outside in a tougher economy even
you could grow your business 30 to 130
percent no exaggeration no hyperbole in
it's not going to cost you any more
money to do it when I say it's not
costing any money let me be honest you
might find by spending $5,000 you can
make 150,000 or by sitting 10 you can
make half a million so to me that's not
spending money
how many following talking about hearsay
I that is this skill this is my
strongest skill this is why companies
call me in did you turn around this is
why my companies are where they are do
all the economies and all the countries
I've been in all the industries you have
to learn the skill of optimization and
maximization that's this point you have
to learn to optimize and maximize your
business on an ongoing basis now what
does that mean it means figuring out how
to do what you're already doing where
you get a geometric result from a bunch
of small changes small changes could
accumulate to create a geometric change
if you got an answer this go home and
figure this out by itself if you want to
you start making progress right away
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