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 of the earth when I'm
talking to my client he just saying Tony
of all the places on earth is one place
you'd pick to have a great quality of
life with 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's ski and snowboard it really
comes down to what are you gonna do so
those coming here I was 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 time to start a business you
tell me which one you know 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
sixty-five 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
come out 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
gonna build your fortune in the middle
of a depression it's why they want two
strongest companies in the magazine
business a business that's pretty
horrible for most people if you look at
Microsoft it was a recession you look at
the best the 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 but what I think will be
useful is maybe walk you through a tool
that I've got that I've developed over
the years to turn companies around and
the fundamental tool is there are areas
of your business every one of you in
this room no matter what your business
is if you're in business you're
doing something well how many got
seminarian business you're proud of
whether it be marketing or sales or the
product of the service and we gonna need
your products AI how're you got an area
you're less than proud of say I the
challenge is where does our energy go to
the areas we feel most skills and
powerful in or least skilled and least
powerful and 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 they'd 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 goal is do you have
enough value go okay this is no brainer
I'm gonna take four days when somebody
comes back I'm gonna go going this
experience and be immersed and grow my
business 39% but if I don't here's what
I want you to do or if you don't I'm
gonna cover seven areas that are what I
call the seven forces of your business
each force has a forceful impact on your
level of success or failure your
profitability etc there's some areas I
bet you're doing good in some areas you
could do better in some areas you're
very weaken 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 gonna really make
this thing work it's that we all look
and say okay why do businesses why do
they fail
why does so many businesses fail why is
it I mean a good intention people smart
people strong people and yet they still
fail and maybe they make good products
good services they had great advantages
when they start they may even 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 4 million people 4
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
the one pattern I can tell you about
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 gonna end up reacting and your
business will pay the price and the
price and the sport read is death death
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 could relate to
I want you to set up your chair with
some energy so I know you're a superhero
some energy makes you the person that
she's 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 an experience you have don't
say anything but if it describes
experience you have what you originally
go I all right so here's my question how
many of you in this room have ever
experienced the total and complete
humiliation becomes when you play a
video game against the child
how many have this experience say I
how many have this happen more than one
say I 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 occurs 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 Kursk is one of your
children or you may be how you're an
aunt or an uncle to someone or friend
and they say to you at Christmastime
aunty UNK somebody mom dad play this
game with me and you say no no I don't
play those games you go enjoy it I'm no
good at it I think you know it's really
easy let me show you let me hand you
this little guy lingo just chew chew
chew chew chew chew chew chew
bam bam bam he just shoot guys just like
that it's so easy and they would come on
do this with me and finally you
acquiesce and then what happens 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 here to - - and you're dead usually
in about 3.8 seconds now the child takes
the gun what happens to dude and about
45 minutes later you get your second
turn who knows what I'm talking about
here say ah now you're pissed
alright you're like getting competitive
I am 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 kids - ginger ginger
ginger ginger - 45 minutes later you get
your third one the kid scores four
hundred eighty million points you get
three who's had this experience say hi
why just a child I always win is it cuz
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 and
because they played the game before
listen to me key words they know the
road ahead
and 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 gonna 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 it's real
here say hi 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 in 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 hold in any business is
always the owner / leader it's the owner
leaders 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 a 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 to limit you what's stopping the
business another way of saying this
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 gonna succeed so Bill
Gates as 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 a risk
that's why he's who he is he called the
guy up and he said listen I see that
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 it's total bullshit
he made it up he was just being gutsy
and saying if I tell the guy I've 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 he and
his partner and he worked around the
clock and literally when he went to
Altair in New Mexico to show this
software he didn't have a computer to
test it on he didn't know it was gonna
work for sure thank God for his future
worked it was a gutsy risky thing he
invested all his 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 you know made
him wealthy something called ms-dos
ms-dos was software that he did not
write he bought ms-dos that made him
three and a half billion dollars for
$50,000
Bill Gates bought it 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 $50,000 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 that I BM wanted
it
what did IBM wanna do they wanted to buy
it from him he said no I'll rent it to
you
they said no no no he's look 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 number I
said your life is controlled by your
what decisions that decision made him
wealthy that decision for IBM made them
has been in a short number of years you
have to anticipate the shifts 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
constant never-ending improvement it
doesn't have to be huge but has 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 seven real
fast cuz 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
gonna start with the end in mind if
you're gonna be successful in business
the end outcome what makes somebody
successful in business is not that they
make a sale if all you do is make a sale
you made a little 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 and
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
ah 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 gonna we're
gonna grab ahold of my energy with a
race towards this target if 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 gotta 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 you know
9,000 people I'm seeing maybe a dozen
hands the reason you're seeing it
doesn't he answers because even if you
have to a five-year 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
gonna be here in five years you're
kidding yourself so what do you throw up
your hands you just 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 the environment
changes the way you frame what this is
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 used to say there's really
only one question maybe two in business
this question is what business he in and
how's business you must control the
meaning within yourself within your team
and then the way you market it but you
can't do that till you crystal clear
what business you're in in every seven
weeks you should be digging in deeper
what business you're in or you 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 gonna experience some of
what the rest of the world has
experienced coming soon you can
experience it your real estate market
you're gonna experience it in your
shares market and you're gonna
experience some unemployment on 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 gonna fall in love
with your clients and not with your
products and services but here's the
other question what stage of the
lifecycle of the 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 give people a
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 I said you
can't see this gonna save you a million
dollars in making a million dollars 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 business see businesses have life
cycles just like humans do so watch this
for a second which can get
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 does 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 gonna 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 was the most
important thing to business the power of
anticipation what if there was a way to
know in advance what problems you were
gonna have in your business before they
happened you know exactly what they were
how they were gonna happen and what to
do to prevent them right now
no matter what stage you're in how many
think that be might worth its weight in
gold raise your right hand say ah that's
what happens when you understand the
stage let's go to number two the second
key force of business so 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 just say innovate you can
innovate innovate innovate and it may
not make a difference and innovation
takes time energy and money it's gotta
be innovation the customer cares about
let's go back to Peter Drucker for a
moment Peter Drucker has always said
that the core of all business is only
two things if a 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 means 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 their
needs and I'm like us
are really happy so why innovate cuz
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 isn't it true that's why
they're number one so what you have to
do is you can't just meet your needs you
gotta 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 gotta 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 ok now let's go
to number 3 real fast I might have to
keep this in gear and catch up so number
3 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
McDonough nope where that should come
from no the best marketed product or
service for better or worse and let's
use McDonald's ok man 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 person
response now is it 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 marketed the point of the
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 with
marketing today that's a 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 do 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 company's profitability
add value does this make sense become an
education marker to become someone who
does value because then you become the
valued expert not a stupid sales person
could 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 gonna give me
something but you're just gonna
advertise advertise advertise advertise
screw you reason if you following this
say I 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 forced 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 we're gonna give you that's
valuable that's simple how about this
how many of you right now in this room
have a business that's primarily done
with no sales people all on the web rage
we have no sales people all automated
rayji and if you have sales people if
you have sales people that work with it
the majority of you
if you have an automated business no
matter how good it is you don't want a
one-legged stool a one-legged stool at
one point can get in trouble and you
collapse you want at least three legs
and one of those legs as a minimum it's
gotta 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 where 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 mo more
you know people responding we know
everything cuz it's all fed 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 and your little company like
these couple of guys here that right now
our operators what if you had three
people that their entire life was about
how to make sure they filled your
business well 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 then 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 that's trained two 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 gonna give you something in two
seconds right now I'd say it's this if
you're gonna get a great person to sell
for you you can train somebody all day
long
but they're neat you're asked to match
the job the fifth force you gotta take
control of you've got to have constant
anticipation remember 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
you're 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 have ever been bitten in the
bum so to speak because you thought the
numbers were one thing or they meant
something or your cash was 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 cuz you still
have to lead and if you don't you'll
become part of the 99% that 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 our
accountant and you can ask them
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 ninety nine percent go out of
business
whenever I said in the beginning what is
the chokehold in the business it's the
psychology and the skills of the
entrepreneur if you don't develop the
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
gonna be in trouble in business nobody
gets a special license you can go out
there and 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 from 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 Arif
financials and find stuff your
accountants not finding and what you
want to find is the intelligence that
allows you
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
though the documents you don't review
you'll even 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 got a business that has 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% margin company you'll grow your
profits by 50% meaning you have a 30%
margin if you want to listen it you want
to grow your profits 50% all you have to
do is control cut 12% of your costs but
you're never gonna do that when you
don't even rate 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 a dick for it but if you
pick it up it's gonna cost you nothing
what if I said every one of you in this
room no bullshit no hyperbole no
exaggeration in the next 6 to 12 months
18 months at the outside in a tougher
economy even you could grow your
business 3,200 30% no exaggeration no
hyperbole and it's not gonna cost you
any more money to do it when I say it's
not cost you any money let me be honest
you might find by spending five thousand
dollars you can make 150 thousand or by
spending ten you can make half a million
so to me that's not spending money
how many fall I'm talking about here say
I that is this skill this is my
strongest skill this is why companies
call me ended your turnarounds this is
why my companies are where they are
through 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 that accumulate to create
a geometric change but you gotta master
this go home and figure this out by
itself if you want to you can start
making progress right away
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