Product development is an iterative process. In the same way our client acquisition systems, sales systems and business processes evolve over time, so too does our product. Building a product worthy of total market domination will likely take years of constant iteration, thought and improvement.

Your ability to deny yourself momentary pleasures in order to stay focused on the work at hand is what separates you from your competition. All we have is energy, time and focus.

I like to think of appointment setters as the perfect storm of client acquisition. They are the ideal mix of Personalisation, Volume, Low Cost, Scalable ROI & Complete Automation

Product is and always will be the main thing. Look at any great company, they’re all product first and have amazing products. Don’t fall prey to thinking it’s all about the marketing, funnels, ads, scripts etc. It’s all about the product. Hard Product Build = Easy Client Acquisition Easy Product Build = Hard Client Acquisition The famous investor Warren Buffett talks about having a ‘moat’ in business - something to defend the castle that cannot be copied. In the info space we have two real forms of ‘Moat’ - Product quality - Talent & culture I can tell you that if you nail the product, the talent and culture will come. The best talent wants to work for the companies that have the best products. Focus on the product and everything else gets easy.

Paradigm shifts occur when your perception of reality is challenged by new information that has credence and believability

Proof of Concept means the following: 1. Your offer resonates with the market 2. You have a proven appointment booking system 3. You have a proven sales system 4. You understand how to deliver results enough to teach it 5. Your mindset is steady and you are doing the painful work Proof of Concept is not about being able to get clients, onboarding them and making money. It’s about truly solving their problem and knowing that, once you’ve finished working with them, they no longer have the problem (DWY/Coaching) or the problem was solved, but returns (DFY/Agency).

"Discipline Paradox" is The Fastest Path To Millionaire in 2025

When it comes to SMMA business models, the ‘Best’ model is subjective to either the clients or the agencies perspective. When selecting and designing your business model you need to bear this dichotomy in mind. What is best for the client is not going to be best for the agency. What is best for the agency is not going to be best for the client. The Agency and The Client wants two things: 1. High reward 2. Low risk The key to SMMA is picking a business model that helps both parties achieve both of these things. This is called incentive alignment and is imperative to the success of your business.

‘You’ are the aggregate of everything you believe yourself to be, and what you believe yourself to be is simply the sum of all the imaginary and real-world experiences you’ve ever had. This is it. You are, who you think, you are.

Make your business simple. Remove variables. Serve one niche, and sell one thing. Less is more.

Building EasyGrow was by far the hardest, most challenging and most painful thing I’ve ever done. It took me 9-10 months of 12+ hours a day, 6 days a week and basically temporarily destroyed my life. Just be prepared and expect some serious pain, burnout, stress, pressure and suffering. An info business is heaven to run but hell to build.

The more problems you solve, the more value you add, the more pain you alleviate, the more money you make.

My Tenets for Effective Outbound Appointment Setting: 1. IT’S ALL ABOUT: VOLUME! Volume is the main thing. When building outreach systems you should constantly be asking yourself ‘how can we double the volume’ or ‘how can we 5x - 10x the volume of this?’ 2. IT’S ALL ABOUT: FOLLOWUP! Followup is the next main thing. Cold, and warm alike. You’ll find most of your appointments book after 5-8 follow ups on warm prospects, and most of your replies come on the 2nd or 3rd cold FUP. 3. IT’S ALL ABOUT: RESULT! Result is the next main thing. NEVER talk about the details of your service or product. ALWAYS talk about the end result. Focus on the solution, the future they want. Never get into the nitty gritty from an outbound perspective. 4. IT’S ALL ABOUT: OFFER! Offer is the next main thing. It’s the biggest needle mover. The best copy is a good offer. You can improve your copy by 10x, and accomplish the same improvement as with a 2x improvement in your offer. 5. POC vs Scale You can only scale what is proven. Results in outbound are fractal: if you can’t book any meetings sending 200 emails or messages, you won’t book any sending 200,000. The first rule of outbound is to establish a proof of concept, once you have that, you can scale. 6. QuanQuality Don’t get locked into thinking you have to send a high volume, low quality message, and likewise don’t think you have to send a high quality, low volume message. Do both. 7. Outsource Desperation Outbound is painful, but you should NOT be desperate to outsource it. VA’s & setters are attractive because they alleviate pain, but this is NOT a reason to hire. No-one will care about it and do it like you, so unless you’re consistently booking calls, do it yourself 8. Your Spin (Thinking vs Copying) People that blindly copy and paste our stuff struggle. You must add your own spin to everything we teach, even if it’s just tweaking it a tiny bit. Do NOT monkey-see, monkey-do. Use our scripts as models and frameworks that you tweak. Don’t blindly copy and paste. 9. Vagueness Keep your outbound messaging vague, never overshare details (pricing, etc). Curiosity is one of the driving forces of human behaviour. People schedule to learn about your offer and product. If you tell them everything, they’ll have less reason to schedule. Less is more. 10. Outreach Lag In outbound, the work you do today is the result you get in 2-4 weeks. There is a lag between sending messages/emails/calls and booking calls. 11. Doubt Conditioning You must condition doubt or fear out of your mind. Whenever you have a thought or a feeling that ‘this isn’t going to work’ or ‘i bet no one will reply’ or similar, you must open your phone/email/table and DO MORE OUTREACH. Meet doubt and fear head on with action, even if it’s 3AM.

‘You’ are the aggregate of everything you believe yourself to be, and what you believe yourself to be is simply the sum of all the imaginary and real-world experiences you’ve ever had. This is it. You are, who you think, you are.

The easiest way to beat your competition is to have a better product than them. In the short term, the market won’t register your advantage, but in the long term, you will crush everyone.

Most people try to solve business growth through ‘marketing’ and ‘funnels’ when if they just fixed their damn product, everything would take care of itself.

Paradigm shifts occur when your perception of reality is challenged by new information that has credence and believability

We can break your goal down to a time equation. N+P+S*T = Goal N = Niche / group of people P = Problem shared by niche S = Solution to the problem shared by niche * = To the power of (exponent) T = Time So this equation states that… Niche + Problem + Solution * Time = Goal

Our subconscious cannot reject information. It has to accept all novelty as factual until the conscious mind either decides to reject or accept it. So your Paradigm and the way it has been formed is nothing but a result of your conditioning in the early years of your life Problem is, most people aren’t even aware they have a Paradigm and just accept reality for what they see it. In other words, they’re none the wiser than a 3 year old baby in this regard

Extremely successful people didn’t stumble upon success. They decided on the future they wanted for themselves and then got to work.