[Music]
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 there’s one
place you’d 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’s 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 time to start a business you
tell me which one you love 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 our session
with selling their Volkswagen bus and
coming 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
going to build your fortune in the
middle of a 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 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 what I think
will 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 seminarian
your business you’re proud of whether it
be marketing or sales as a product or
service how am I going to near your
products ai how we 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 skilled 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 format I could
get e there is let’s walk through what
the business environments really like
right now and then we’ll 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 get
my goals do that enough value go okay
this is no brainer I’m going to take
four days when something comes back I’m
gonna go going this experience and be
immersed and grow my business 31% 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 seven
forces of your business each force has a
forceful impact on your level of success
or failure profitability etc there’s
some areas that 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
way and in business so many businesses
don’t do 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 it’s that
we are looking 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 them had good products good
services they had great advantages when
they start they may have 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
who have books into a scene 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 in 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 going to
end up reacting and your business will
pay the price and the price in the sport
Rin is death the 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 can relate to I’m I want you to
simply a chair with some energy so I
know you’re a superhero some energy
makes you the person that 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 it doesn’t describe it if you don’t
say anything but it describes experiment
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
the child
how many badges experienced say I
how many others having more than one say
I who always wins we play a video game
against the child who the child why is
because are smarter quicker faster
exactly 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 occurs
because one of your children or you
maybe how 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 sing oh no I don’t play those
games you enjoy it I’m no good at it I
think you don’t know it’s really easy
let me show you the hand you this little
gonna go just juji juji juji juji Bam
Bam Bam you’re shoot guys just like that
it’s so easy and they’ve gone do this
with me and finally you acquiesce and in
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 even come entered into and
you’re dead usually in about 3.8 seconds
now the child takes the gun what happens
to do you Gigi could you get you into
dududududu did you can contribute you in
about 45 minutes later you get your
second turn we know what I’m talking
about here say I now you’re pissed right
you’re like getting competitive I’m not
getting shot in three seconds see now
you really focus to do insecurity and
you get shot in the back and you’re dead
in two seconds begins to introduce you
to judge a judge a judge again to get
you to 45 minutes later you get your
third one the kids four hundred eighty
million points you get three who’s had
this experience they I why does the
child 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 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 of
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 you know the road ahead you
know what’s coming 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 using business if you find
yourself reacting in a dot 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 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 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’m the guide to
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
seen up this new computer you guys need
software for that he said I’ve written
software for that we’ll make it run
perfectly was that true yes or no total
he made it up he was just being
gutsy and seeing if I tell the guy I got
software and he says come see me I’m
gonna figure out how 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 be his
partner and he worked around the clock
and literally when he went to Altair in
New Mexico to show this software
he’s never computer to testing on he
didn’t know was gonna work for sure
thank God for his future it worked it
was a gutsy risky thing he zested 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 Walton you made
him wealthy something called ms-dos
ms-dos was software that he did not
write he bought em estas 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 going to 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 Gus they
don’t take risk and they don’t invest he
said I got to do this roll the dice got
it locked up went to IBM and convinced
him that 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
good 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
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 constant
never-ending improvement it doesn’t have
to be huge but that’s three 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 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
going to start with the end in mind if
you’re going to 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 the 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 is shocking and even then it
doesn’t necessarily sell the product
what sells products today is people
telling people this is the best 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 all of our energy and win a race
towards this target is you have to do
step number one step one in a business
is you’ve got to know where you really
are you’re going 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 nine
thousand people I’m seeing maybe a dozen
hands the reason you’re seeing a dozen
the answers because even if you have to
apply your plan it’s and I’m
not being disrespectful it’s
why is it everyone tell me why
is the five-year business plan in the
world we live in today total
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
the 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 ask 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 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 lost the third
question what business do you need to be
in because let me tell you something you
didn’t experience in 2008 and Australia
what the rest of the world did but
you’re going to experience some of what
the rest the world has experienced
coming soon you can experience it your
real estate market you’re going to
experience it in your shares market and
you’re going to 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 it would seems change is tough
times that’s when little guys become big
guys because the big guys are doing the
same boring 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 y’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’m acting two
times in three years someone’s taking me
up on it and when they did I’ve been
glad because I don’t want a stupid
person in my seminar it’s like if 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 visit 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
because 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 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 knew exactly what they
were how they are going to happen and
what to do to prevent them right now no
matter what stage you’re in how many
things up you 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 now what the hell
does that mean
sounds so complex strategic innovation
notice let me just say innovate you can
innovate innovate innovate and it may
not make a difference and innovation
takes time energy and money
it’s got to 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 that 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 their 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 raising bank 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 I
might 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 in a nation 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 throw
better or worse and let’s use the guns
okay 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 nine thousand
verse response now is that the tastiest
is it the best quality yes or no but it
is the best what mock it is you would
say marketed in the world
I caught marketed the poison matter is
this company understands marketing and
even though they have a product
they got billions and billions and
billions of people to eat that now
here’s the problem of marketing today
it’s a significant problem I want to
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 had
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
marker 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 bring 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 forced number 4 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
have a business that’s primarily done
with no sales people all on the web that
you have no sales people all automated
lazy and if you have sales people 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 you get in trouble
and you collapse you want at least three
legs and one of those legs as a minimum
it’s got to be a sales team now how
could 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 moment you
know people responding we never because
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 have you had three
people that their entire life was about
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 that’s trained two million sales
people in the world I did that for 15
years one of my jobs here’s what I mean
by this write down this phrase nature is
the most powerful factor nature it’s the
most powerful factor if I was gonna 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 their
needs you’re asked to match 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 you’re at least most of you
but you’ve 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 never have ever been bitten in
the bum look 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 that this experience before
arranging a 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 ninety nine percent go out of
business ever 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 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 the 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 able 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 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 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 coughs 12% of your costs on
a 20% mark margin company you’ll grow
your profits by 50% meaning of a 30%
margin if you want to listen to me you
want
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
won’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
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 30 100 30
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 cost
you any money let me be honest you might
find by spending $5,000 you can make
150,000 or by spending 10 you can make
half a million so to me that’s not
spending money
how many following I’m talking about
here say 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
through all the economies in all the
countries I’ve been in all the
industries you have to learn the skill
of optimization and maximization that’s
the 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’ve gotta
master this go home and figure this out
by yourself if you want to you to start making progress right away
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 there’s one
place you’d 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’s 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 time to start a business you
tell me which one you love 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 our session
with selling their Volkswagen bus and
coming 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
going to build your fortune in the
middle of a 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 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 what I think
will 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 seminarian
your business you’re proud of whether it
be marketing or sales as a product or
service how am I going to near your
products ai how we 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 skilled 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 format I could
get e there is let’s walk through what
the business environments really like
right now and then we’ll 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 get
my goals do that enough value go okay
this is no brainer I’m going to take
four days when something comes back I’m
gonna go going this experience and be
immersed and grow my business 31% 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 seven
forces of your business each force has a
forceful impact on your level of success
or failure profitability etc there’s
some areas that 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
way and in business so many businesses
don’t do 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 it’s that
we are looking 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 them had good products good
services they had great advantages when
they start they may have 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
who have books into a scene 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 in 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 going to
end up reacting and your business will
pay the price and the price in the sport
Rin is death the 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 can relate to I’m I want you to
simply a chair with some energy so I
know you’re a superhero some energy
makes you the person that 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 it doesn’t describe it if you don’t
say anything but it describes experiment
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
the child
how many badges experienced say I
how many others having more than one say
I who always wins we play a video game
against the child who the child why is
because are smarter quicker faster
exactly 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 occurs
because one of your children or you
maybe how 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 sing oh no I don’t play those
games you enjoy it I’m no good at it I
think you don’t know it’s really easy
let me show you the hand you this little
gonna go just juji juji juji juji Bam
Bam Bam you’re shoot guys just like that
it’s so easy and they’ve gone do this
with me and finally you acquiesce and in
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 even come entered into and
you’re dead usually in about 3.8 seconds
now the child takes the gun what happens
to do you Gigi could you get you into
dududududu did you can contribute you in
about 45 minutes later you get your
second turn we know what I’m talking
about here say I now you’re pissed right
you’re like getting competitive I’m not
getting shot in three seconds see now
you really focus to do insecurity and
you get shot in the back and you’re dead
in two seconds begins to introduce you
to judge a judge a judge again to get
you to 45 minutes later you get your
third one the kids four hundred eighty
million points you get three who’s had
this experience they I why does the
child 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 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 of
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 you know the road ahead you
know what’s coming 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 using business if you find
yourself reacting in a dot 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 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 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’m the guide to
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
seen up this new computer you guys need
software for that he said I’ve written
software for that we’ll make it run
perfectly was that true yes or no total
he made it up he was just being
gutsy and seeing if I tell the guy I got
software and he says come see me I’m
gonna figure out how 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 be his
partner and he worked around the clock
and literally when he went to Altair in
New Mexico to show this software
he’s never computer to testing on he
didn’t know was gonna work for sure
thank God for his future it worked it
was a gutsy risky thing he zested 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 Walton you made
him wealthy something called ms-dos
ms-dos was software that he did not
write he bought em estas 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 going to 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 Gus they
don’t take risk and they don’t invest he
said I got to do this roll the dice got
it locked up went to IBM and convinced
him that 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
good 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
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 constant
never-ending improvement it doesn’t have
to be huge but that’s three 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 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
going to start with the end in mind if
you’re going to 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 the 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 is shocking and even then it
doesn’t necessarily sell the product
what sells products today is people
telling people this is the best 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 all of our energy and win a race
towards this target is you have to do
step number one step one in a business
is you’ve got to know where you really
are you’re going 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 nine
thousand people I’m seeing maybe a dozen
hands the reason you’re seeing a dozen
the answers because even if you have to
apply your plan it’s and I’m
not being disrespectful it’s
why is it everyone tell me why
is the five-year business plan in the
world we live in today total
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
the 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 ask 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 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 lost the third
question what business do you need to be
in because let me tell you something you
didn’t experience in 2008 and Australia
what the rest of the world did but
you’re going to experience some of what
the rest the world has experienced
coming soon you can experience it your
real estate market you’re going to
experience it in your shares market and
you’re going to 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 it would seems change is tough
times that’s when little guys become big
guys because the big guys are doing the
same boring 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 y’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’m acting two
times in three years someone’s taking me
up on it and when they did I’ve been
glad because I don’t want a stupid
person in my seminar it’s like if 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 visit 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
because 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 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 knew exactly what they
were how they are going to happen and
what to do to prevent them right now no
matter what stage you’re in how many
things up you 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 now what the hell
does that mean
sounds so complex strategic innovation
notice let me just say innovate you can
innovate innovate innovate and it may
not make a difference and innovation
takes time energy and money
it’s got to 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 that 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 their 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 raising bank 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 I
might 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 in a nation 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 throw
better or worse and let’s use the guns
okay 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 nine thousand
verse response now is that the tastiest
is it the best quality yes or no but it
is the best what mock it is you would
say marketed in the world
I caught marketed the poison matter is
this company understands marketing and
even though they have a product
they got billions and billions and
billions of people to eat that now
here’s the problem of marketing today
it’s a significant problem I want to
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 had
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
marker 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 bring 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 forced number 4 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
have a business that’s primarily done
with no sales people all on the web that
you have no sales people all automated
lazy and if you have sales people 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 you get in trouble
and you collapse you want at least three
legs and one of those legs as a minimum
it’s got to be a sales team now how
could 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 moment you
know people responding we never because
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 have you had three
people that their entire life was about
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 that’s trained two million sales
people in the world I did that for 15
years one of my jobs here’s what I mean
by this write down this phrase nature is
the most powerful factor nature it’s the
most powerful factor if I was gonna 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 their
needs you’re asked to match 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 you’re at least most of you
but you’ve 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 never have ever been bitten in
the bum look 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 that this experience before
arranging a 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 ninety nine percent go out of
business ever 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 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 the 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 able 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 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 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 coughs 12% of your costs on
a 20% mark margin company you’ll grow
your profits by 50% meaning of a 30%
margin if you want to listen to me you
want
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
won’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
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 30 100 30
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 cost
you any money let me be honest you might
find by spending $5,000 you can make
150,000 or by spending 10 you can make
half a million so to me that’s not
spending money
how many following I’m talking about
here say 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
through all the economies in all the
countries I’ve been in all the
industries you have to learn the skill
of optimization and maximization that’s
the 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’ve gotta
master this go home and figure this out
by yourself if you want to you to start making progress right away
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