In a time of universal deceit — telling the truth Is a revolutionary act.
Right now the online business market is in a state of delusion, fantasy and clinical grade insanity. Everybody has gone mad!
I've been quietly observing this and using it to my advantage for years, but today, I decided to share my observations with you.
Today's video shares 9 inconvenient truths the market is too afraid to face. While this may be uncomfortable to hear, facing it will make you a better entrepreneur and it may just save your business!
This is one video you seriously don't want to miss!
Check it out and let me know what you think in the comments?
Here's what we cover:
1. Marketing doesn't work
2. It's all about the product
3. Competition is for losers
4. Value > Fame
5. Focus > Diversification
6. Your business can't scale
7. Systems and science
8. You need a "full-stack" brain
9. How to survive the culling
Resources mentioned in this video:
Uplevel Consulting -- Uplevel is a 9 week online course that shows you how to scale your business to 7-figures+ using proven methods and hyper-systemization.
To learn more about Uplevel Consulting, you can see the original page this video was from here, you can schedule an appointment with us here or you can email us at [email protected]. If you email us, say "I'm interested in Uplevel Consulting" in your email to make things faster!
Hi, everyone. Sam Ovens here, and in today's video I'm not going to try and get you to opt into a funnel or a webinar, or I'm not going to try to get you to give me your email address or anything like that. I'm just going to cut right to the chase. I'm going to cut right to the heart of the matter and get straight to the facts, because I'm sure that you've been out there on the internet and you're just sick of it.
You're sick of all of this marketing. You're sick of all of these people just shouting at you about like all of these different things and standing in front of all of these different cars. Like enough is enough. The world has become so noisy out there and it's just so much marketing crap that people have just had enough of it.
In today's video, I'm just going to cut right to the heart of the matter and I'm going to explain nine inconvenient truths about the current state of the online business marketplace. What I mean by that is you've probably been noticing that there's been some major shifts in the market, like things have changed. What's happened is there's been some changes in the rules of the game, and what's happened is things have evolved a lot like new technologies and a lot of competition coming into the market. It's changed things around, and it's not what it used to be.
Back about two years ago, it was very easy to make some Facebook ads work, like it was fly-by-night. Operators could come in there, throw up some really sketchy product and landing page and things and make money, but that can't happen anymore. Traffic prices are really expensive. Conversion rates have gone down, and the responsiveness of somebody on your email list has deteriorated rapidly, but having an email list and just broadcasting isn't what it used to be or having a blog and relying on SEO traffic or things like that, not what it used to be. Same with social media, not what it used to be and advertising and funnels, not what it used to be.
All of these different changes in the marketplace have resulted in a lot of people getting their ass kicked, like I've seen a lot of people who used to be crushing it and at the forefront of this industry have to retreat back and they're almost in like panic mode on the back foot. A lot of people have been taken out completely.
They've just decided to quit or get into another line of business, and a lot of people are really struggling in this current marketplace, and why you should listen to me in this video today and what I mean by that is you're probably thinking, well why should I listen to this guy about what's going on in the marketplace when there's a lot of people out there teaching all of these different things? It's a really good question, why should you?
Well, this year 2018 and last year 2017, prices of traffic have gone up a lot, conversion rates have gone down, email list responsiveness down. All of these things have happened, and a lot of people have gone backwards, but in those times I have managed to exponentially scale my business month-over-month consistently. In these past two years, I've been able to grow my business up to the $30 million per year mark pretty much with all just paid traffic. That's it.
So, in a marketplace where people are struggling to make ads work and just quitting ads entirely, I've been running them relentlessly every single day and crushing it and making money on every single channel every day for years, more than four years running every single day on different channels.
When I say that I know how to operate in this current environment, I mean it. The numbers don't lie. I've been able to really thrive in this environment while this environment has really taken a lot of people. It's just taken them out. What's going on is there's a massive culling of the species going on right now, and like Darwin said, it's not the strongest of the species that survives. It's the ones most adaptable to change, and it has been some massive change.
In this video I'm going to explain the main things that have changed and I'm going to show you how you can adapt yourself, your mind and your thinking and your philosophy and everything, and how you can also adapt your business so that you can not only survive this massive culling that's going on right now, but actually improve and grow and do better than you've done before.
So, let's jump right into it and cover these nine things. Now, the first one, marketing doesn't work. What do I mean by that? Well, marketing isn't what it used to be. You used to be able to describe anything. Even if the product didn't exist, you could probably sell it with Facebook ads and email broadcasts and lists and things like this. Pretty much if you knew how to just do marketing before, like about one year ago, two years ago, if you knew anything about copywriting or Facebook ads or if you knew how to just throw together a video and if you knew how to make a landing page, then you were able to make money and actually run like a business.
It seems fascinating to me that that was even possible, but it was and that was like the cowboy era of this industry. But times have changed and this just doesn't work anymore. You can't rely on marketing skills in marketing alone to operate a successful business these days. Marketers are getting their asses kicked, and the people who are winning, they're business people, they're business owners, they're people that think about the product and the customer support. They think about everything. They think about actually adding value to their customers instead of just copywriting and using different words or throwing up different landing pages and funnels and ads. This crap is gone.
Now, I'm not saying that these skills aren't necessary like at all. Knowing how to do this is better than not knowing how to do it, but if all you have is marketing skills then you're going to get your ass handed to you in this current environment and it's only going to get worse. What it is all about is it's all about the product.
What I mean by that is I could see this coming about two years ago or two and a half years ago, I could see that more and more people were coming into the marketplace and competing, and more replicators were coming in and just copying other people, and all of these different courses were popping up. There's a lot of competition, and when there's a lot of competition you need a lot of differentiation. You need to be able to separate yourself from the crowd.
If there's a Red Sea of sharks here, you need to make sure that you are existing in a Blue Ocean, right? That happens not at the marketing level. You don't differentiate with fucking marketing, right? If you're a marketing differentiator, then that's not anything. If you can run a slightly different marketing thing, so what?
Just study the history of the world, every business that's ever been in existence ever and you'll see that no marketing business that's just pure marketing businesses really do that well. It's the businesses that actually have great products, great services, and the businesses that actually add real tangible value to their customers.
I don't know how people really ever believed it was all about the marketing. It was a giant delusion and everyone that's been under this delusion is now suffering greatly. It's all about the product and you know what? It's always been about the product. I've been relentlessly focusing on making really great products. Instead of being out on social media just like walking around like non-stop doing lives and all of this neurotic crap, I've been just inside with the windows locked and the doors closed just making great products and making already great products better, and even then making them better again, making sure that my products are up here compared to most other people's products.
This has really enabled me to beat a lot of people in this marketplace, because what's happening now is the market has become more aware and so they don't just look at how slick your marketing is and then make a decision to buy your things or not. That doesn't happen anymore. What they instead look at is they look at the product, and if they can't get access to look at your product or if you don't explain it well, then they'll ask other people. People leave reviews. There's testimonials. People expect proof and reviews and testimonials, and if your product isn't great or if your service isn't great, then people aren't going to listen to you and they're going to ignore your marketing. So, it's all about the product.
What's quite insane about all of this is that most gurus have been out there like with their megaphone just being like it's all about chatbots. It's all about ads, Facebook ads. It's all about Instagram ads. It's all about growing an organic Instagram following. It's all about Instagram lives. It's all about chatbots, and it's all about just this new thing, right? And it's not. They've all been lying to you. All that stuff is crap. It's nonsense. I've just been focusing on making better products, actually helping my customers. I can't believe that that's an abnormal thing to do in this world, but it is.
I've actually been focusing on my customers, adding value, solving problems, and making great stuff, and that's been abnormal behavior. So, when that is abnormal, you know that the market is delusional and when you see the people who have been believing the opposite to me and how they've been going down and how I've been doing this thing and it's been going up, you can kind of see the relationship here. I can tell you that this is one of the most important things if not the most important thing that you should be focusing on.
What I see a lot these days is business owners that spend 95% of their time on social media and creating content for YouTube and all of this crap and building out funnels, and doing podcasts and all of this, and writing an Amazon best-selling book. They're doing everything that isn't this, everything, literally everything that you could possibly do other than this, people are doing it. Then the small 1%, maybe 2% of the time they have left, they might do something here but when they're even working here for that 1, 2% of the time they think this is a waste of time. I need to get back to that marketing. These people are not going to survive. These people are getting taken out in massive storms. They're getting flattened, and they are going to be extinct soon.
So, if you've been under this delusion, then you seriously need to change. You need to focus on the product or the service that you're offering. If you're selling courses, make better courses. If you're selling coaching, make your coaching better, improve your skills, improve your support, improve everything, right? Add value instead of adding flesh.
The third one is a big one, competition is for losers, and I mean that. If the people that have competition in their markets, they lose and if they don't lose, they pretty much lose, basically lose, right? What happens is that in any given market, there is pretty much always a winner-takes-all scenario and a lot of people aren't aware of this. In a market, you might have a hundred people and one of them will take about 99% of everything, and the other 99 will take the remaining 1%, and pretty much all of them just struggle and just kind of meander around and then they just give up.
When you see the facts and the reality about how business actually works, then you realize that you can't have competition especially in today's marketplace when there is so much noise, when everyone seems to be a Amazon best-selling author, philanthropist, and what else, a podcaster and a blogger and a YouTuber and an author, and all of this crap, when everyone's just making so much noise on all of these different social media networks saying all of these different things. You need a way to be different. You need to be different.
Being different is the second most important thing after having a great product, right? If all you have is a great product, it doesn't matter if you suck at marketing and if you don't even appear that different, you will still win. The people who add the most value always win. There is no other case. It's just a time thing.
For the short-term, people who are just good at marketing and good at looking like they add value, those people can make a decent living in the short-term. But what happens with time, time is the grim reaper that comes in and makes things right. It's the corrector of the marketplace, and time it comes in and it slaughters everyone that's pretending, and the person that's left, the winner that takes all is the one that adds the most value.
So, you want to make sure you're doing this and then you want to make sure that you're differentiated. Think about this right now. If somebody is talking to you about your product or your service and they asked you, “Hey, so what makes you different from these other three things,” and if you don't have a very good answer to that, then you're in trouble.
You know what? You're in trouble really if people ask you that question in the first place, because you want to be in a position where you're so different that people don't even believe that you have any competitors, they don't even see you in the same class as everybody else. You need to be in one of these positions if you want to survive the current shifts that are going on in the marketplace.
So, how do you do this? How do you actually be different? Well, ironically, you actually be different. You don't try to look different. You don't have a different marketing funnel. You don't make your website black and white instead of color. You don't call your webinar a master class for God's sake. That isn't differentiation. You don't use a different funnel. You don't use ActiveCampaign instead of Infusionsoft. That isn't differentiation. You don't change the words of your thing and say actually we're not this, we're that, but really you're still that.
What you need to do is you need to base it on reality, not perception. This is a hard thing to do because everyone is under this mass delusion that it's all about the marketing. It's all about the marketing and the sales, man. I hear this all the time people are like, “Marketing, marketing, marketing. Funnels, funnels, funnels.” It's just like these damn nut heads just going off all over the internet. It's not about marketing. It's not about the sales. It's about great products and adding value, which nobody does. So, if you just do that you're differentiated, and I'm not even joking.
I'd say my main differentiation point is that my products are actually good, people actually enjoy them and people pay money for them and then think wow, this is better than I thought. But what's been the norm with this marketing world is that marketing is so hot that people are like, “Wow, this looks amazing,” and then they get into the product and they're like, “Wow, this thing sucks”.
It's reverse. It's inverted. They're impressed by the marketing and unimpressed by the product. But what I've been focusing on is not having the fanciest marketing, and instead having great products because then people are like, “Wow, this is better than I thought,” and, “Oh my God, this is actually really good,” and then that's what gets people to leave reviews, tell other people, and all of that.
So, this thing called word of mouth, you can't rely on it at the beginning but it is your best friend over the long-term and at least people are out there actively saying good things about you, then you're not going to survive. Unless people are actually getting wowed and really impressed by what you're giving to them, then you're not going to survive.
Just doing this allows you to be different, but you need more than that because the marketplace is going to start then figuring this stuff out and making better stuff, and so you need to make sure that you are always in another class of your own. Never be in the Red Sea of incestuous sharks with everybody else. Be out here in the Blue Ocean.
Now, the fourth one is value over fame. So, another mass delusion that has been going on in the marketplace is that fame is the same as success. It's totally messed up. That's not how it works. Or that if you get famous, you'll get successful. That's messed up too. That's not how it works. This is not the same as this.
Value is not the same as fame, and success is not the same as fame, and you cannot mistake these things. I see people do this all the time, they're trying to be like the next Gary V. on social media or they're trying to just produce all this content, go out and talk on all of these different blogs, produce all of this different crap.
What they end up like is they've got, you can find these people they leave like a little trace that's very easy to detect. They say after their name like entrepreneur, author, investor, speaker, philanthropist, there's a whole bunch of crap they put after their best-selling author. So, you can detect these people. They're more interested in being famous than they are successful, or they've actually mistaken fame for success. It's not the same thing. The people that have been focusing on fame in the past one to two years, they have been failing. If you focus on this, people have woken up.
There was a time about two years ago where if you were just real famous and kind of appearing everywhere, you could actually sell lots of stuff because people weren't aware enough to actually dig deep beneath the surface and see whether the things you were selling were actually good or not. They would just take you at face value. There were times when that strategy worked, but it was short-lived and it's now over. Instead of focusing on fame, I've been focusing on value.
What I mean by that is I haven't been on social media. I don't even really have any apps on my phone, and I'm not a massive blogger or podcaster or any of that. I haven't written any books. I've spoken on zero stages. I attend no events. I am really like anti-famous. So, instead, what I've been focusing on is value. What's very interesting about this is if you focus on fame, you have nothing left to give to value.
But if you forget about fame, you have everything to give to value. So, because I chose not to focus on the fame, I had all of this energy and resource to channel in and concentrate on value. So, by not doing this I was able to do this well, and while everybody else was doing this, they weren't able to do this. It has been great.
Everyone has been digging their own graves and I've just been coming along behind them and picking up everything that they've been leaving behind and eating their lunch. This is what is happening and it's going to continue happening this way. If you focus on fame, you'll get your ass kicked. The people who are going to take you out are the people who focus on value and this isn't going to change. It's the grim reaper, the time and mechanism.
The time will always correct delusions. A marketplace can remain delusional for a short amount of time and in that short amount of time some people are able to make profits, but as soon as that time a grim reaper comes in, it collects everyone that is not adding value and the only ones left are the ones that are adding true value, and so focus on value.
Number five, focus over diversification. Now, this is another fascinating one. With technology and the modern world, we've seen a rise of all of these new social media platforms. We've got YouTube, Facebook. Then on Facebook you've got a personal page and then you've probably got a fan page, and then you've got these different Facebook groups, and then you've got Instagram and Instagram has posts and then it has stories and DMs, and all of this. Then you've got Snapchat and then you've got all of these different things, right? You've got all of these different social networks and you've got all these people that are doing all of this all at once.
People these days, I've seen them they've got like two or three phones just so that they can be more social and do more social stuff. People have been so delusional that they've focused on diversification and what they've been trying to do is just take the energy and their resources and focus them evenly across every possible thing so that they won't miss whatever the thing is that actually works, the causal element out there somewhere. If they do everything, then they can't not be doing the thing that's working. That is basically the rationale behind diversification. What you'll learn is that good investors, they don't diversify. Good entrepreneurs, they don't diversify.
Diversification is a strategy deployed by people who don't know what they're doing. Because answer me this, if you have something that works incredibly well, your number one thing, why would you dilute your investment into this thing? Why would you dilute your number one so that you can reallocate those resources into your number 30? Why would you do that? Why would you deliberately take away from the best thing and do more of the worst thing? You wouldn't. The only time people diversify is when they don't know what actually works.
So, we've been in a marketplace where people don't actually know what the thing is. They're like they see successful people doing this and they think I've got to try and do that, Amazon book yep, got that one. Got that free plus shipping funnel, got that webinar funnel, got Facebook or Instagram. I'm doing Facebook lives, doing Instagram lives.
I've got a YouTube channel, I'm doing YouTube lives, and I've got to reply to all the comments. I've got to do the DMs. I've got a chatbot. Then oh my chatbot is not good enough, I need to do another chatbot. It's neurotic. It's insanity. Then they think oh you need lots of different products, so I got to do an e-com product. I got to do like a Shopify product. I got to do a Bitcoin product. I got to do all of these different products.
It is not true. You don't need to do lots of things. When you know what works, you can heavily concentrate. I, myself in my business, I have one company so I only have one business, and within that one business I only have two products. Those two products, they only have one funnel each, and I only have one website, right?
So, just with those things, I've been able to make around $30 million this year, 2018. Well, there's the run rate, that's what it should be by the end of the year. By actually doing the opposite of what everyone else has been doing out there, I've been able to grow and while everyone else has been out there doing the opposite thing to me, they've been declining. So, we see this relationship again.
You don't have to be Einstein to spot these things. They're like anomalies, right? What anomalies are is they're always markers of a coming revolution, right? Whenever somebody is doing the opposite to everyone else and doing better and these people are doing worse, you don't have to be Einstein to figure out what's going on there. Something is happening. The tectonic plates are moving and somebody's figured out something and everyone else hasn't. so, you've got to learn to be able to spot these things, and focus is the core skill to have in the modern world.
In the modern world it's not about how many different things you do or how many different things you pay attention to. It's more a game of how many things can you ignore and not do, right? That is the strategy for the modern world. I haven't been out there doing all of these different things, all of these different funnels. I've just had a simple business with two products, one funnel for each product, and I've just been doing that and doing really well.
If you're somebody that's got a lot of different products or a lot of different services or if you've got different sales mechanisms or if you've got different funnels, different traffic sources or you're out there on social media and you're doing all of these different things, then I can tell you that you're probably following the diversification strategy, which is, I don't know what is working, so I'll just do a bit of everything to cover all of my bases and then label it diversification so I sound smart, right? It's not.
The people who focus will take you out in the night and you need to change your ways. You need to be able to find the causal elements in things. The things that if you touch it, it explodes, right? There's a lot of things out there that if you touch, nothing happens. Touch it again, nothing happens. Touch it again, nothing happens, right?
There's some things where you put in an action and there is no reaction, and there are some things where you put it an action and there is a magnificent reaction. These things with the reactions, these are the things that you want to focus on. They're the causal elements. They're the things that if you just do those, you'll succeed and you don't need to do any of the other stuff.
But what most people are doing out there these days is putting all of their attention into all of the things that are not causal, and then they are putting nothing into any of the causal elements. So, these people are very easy to beat. They're incredibly easy to beat. They just ask for a beating, and that is why you need to focus.
Now, let's talk about number six, your business can't scale. So, I see a lot of people out there trying to scale their business. Yeah man, I'm trying to scale, I'm trying to scale. But they just don't seem to be able to scale, or maybe they do scale up but then everything blows out.
It gets unprofitable, there's just chaos, and they end up kind of struggling out here and then just retreating back to find into their little cozy place. The reason why most people's businesses can't scale is because they are not systemized enough, they rely on too many human components and whenever there is custom stuff, bespoke solutions, human components, then it can't scale, seriously.
If you want to scale, then you need to focus on a few things. One of them is you can't have like different products all the time. That is not how you scale. You need to have one good product that can last for years and grow year after year. There's this delusion in the marketplace that you need to constantly come up with new products, new products, new products and you need to constantly be creating new funnels for these new products, like do a launch, do another launch, try this funnel, try that funnel.
This is the mass delusion out there. You don't need to do that. You can use the same traffic source, let's say it's Facebook ads, with the same funnel, let's say it's automated webinar funnel with the same product, the same course or the same service. You can sell that same damn thing every day, every hour of every day for years on end.
If you don't believe me, then one of my products, Consulting Accelerator, I have been selling every single day for about 4 years now and I've been running ads every day and making money on that every day. Pretty much every single day there isn't an hour in a day even in the middle of the night, even at 3 a.m. on a Christmas, where that product isn't selling. I have one funnel, for a long time I had one traffic source, and it's always been one product, and that has enabled me to make those numbers. This is why you can't scale if you're not focusing on one single thing.
In order to scale, you need to machine the living hell out of that funnel and you need to machine the hell out of that product. You need to make it exceptional. You need to make the funnel. You need to approach it like a scientist. You need to engineer it. You need to spot its different pieces, which are broken, tweak them, adjust them, put different caching mechanisms in it. You need to really focus on this and you also need to pump through a significant volume over extended period of time so that you can know what to even fix.
I see a lot of people they might come up with a product, create a funnel, launch it on Facebook ads, and then what they do is halfway through the day, these ads have been running for 12 hours and at hour 12, they look at the ads and they see these numbers and they think, “I know what's going on here. I'll change these ads, you know change that one, change that, up this budget, more on this,” and then like this is madness you never, ever, ever do that.
Then they see the results of that, which aren't that good and then what they do is they look at their conversion metrics on their funnel and they see oh, there's been a hundred people opt-in for this funnel, and there's been no sales. I knew it. I knew it. This niche doesn't work, or this isn't the product that people want, or the market isn't ready for this, or the market can't afford this.
What a load of crap. You don't know anything at hour 12, nothing. It takes time to get the data so that you know what you're doing. I pretty much blame this one on the whole marketing delusion, and all these marketing gurus teaching you stuff that they don't even know because if they did know what they were doing, they wouldn't have given you this false advice.
Why there's all of these people that talk about split-test, like man you need to A/B test that. You need to test that. If you really look at the science of a split test, most people don't have the resources to be able to do a test because you need so much traffic over a serious amount of time to do a test, and more than that, you actually need sales to do a test.
Like people who just test their landing page and try to do different split tests and adjust this one and that one based on the conversion rate of the landing page, they are morons because you can actually improve the rate of conversion on your landing page and hurt the conversion rate of sales. So, with one of our funnels, our conversion rate on our landing page is 15% and a lot of marketers tell me, “Hey Sam, that landing page isn't converting well.
Mine does 40%. Mine does 45%,” and I'm like, “Okay well, how much money does it make?” They're like, “Oh, I don't know. I haven't been running my ads recently,” and so I'm like, “Well, why haven't you been running your ads?” “Oh, you know, just had a few problems with it.” I'm like, “There you go, man.”
It's not about the landing page rate. This isn't a competition of who's got the best landing page conversion rate. This is a cost to acquire a customer thing, right? If you improve your landing page conversion rate, you can make your conversion rate to customers worse. I've seen this happen all the time. I've gotten my conversion rate on my landing page up to 40% and actually hurt sales and killed my whole funnel, and it's at about 15% at this current place where it is, it's actually doing very well. So, these two things are not correlated, they're not causal of each other, right?
Because people build all of these different funnels and they sell all of these different products, most people I see they've got like all these different products, they've got multiple businesses then within each business, multiple products, then they've got multiple social profiles and all these different things, then they've got different funnels, probably different websites and then they are probably doing different split tests, and oh my God does that person have no idea what they are doing. The worst part about these people is that they actually believe that they know what they're doing, so they're delusional and they think they're sane, and that is a recipe for disaster.
Why I believe this marketplace is going through a mass weird delusional bubble is because these insane people have been teaching other people how to do stuff by yeah man, you need to split test everything. Oh, it's only had 10 clicks, oh yeah, choose that option. It's insane. In order to actually test something, sales need to occur and massive amounts of time needs to occur.
A lot of the tests we do last two months and we spend a lot of money on traffic. We get more than 1.3 million unique people to our funnel like every single month, and that's total visitors and it still takes us like two months to know for sure, to know scientifically if option A is better than option B, or B is better than A.
Most people think they're doing all of these different tests, most people think they're trying these different things, but they're not. You simply cannot scale if you run a business like this. To scale, you need real simplicity. In order to scale, things must be simple, and things cannot be changing all the time. You need to have constant stuff. You need to have evergreen products and services. You need to be able to sell the same product every single day all the time with the same mechanism and the same traffic source.
If you don't have that sort of reliability and if that thing can't last for at least two or three years before it needs to be rebuilt, you're never going to get to scale, or if you have coaches inside your business who are doing like manual one-on-one stuff, you're not going to be able to scale. If you've got a lot of events, you're not going to be able to scale. If there are any complexities in there, it won't scale. If there's all these different bespoke human components, it won't scale. It needs to be dead simple, it needs to be systemized, and needs to be machined if you want any chance of ever scaling.
Now, let's talk about number seven, systems and science. So, this is basically what everyone in the marketplace doesn't have and doesn't use, is systems and science. People run launches, and a launch is a really bad idea. It's like hey let's make this whole product, let's do all of this work, make all this marketing stuff, and then just have one little blip of good sales, and then we'll figure out what to do later.
That is stupid, right? You want something that can sell every day, all day, all the time for a long period of time. People who do well in this world, they're not people who just have these fluke occurrences or these big windfalls. They're people who have consistency. They're people that are making money every day all the time for years. That's how you succeed.
In order to do this, you need systems and you need to be scientific. When I say systems, I mean systems at everything. You need to have a system for everything. If you have a phone sales team, you need to have a script for them and you need to know what its conversion rate is. Then if you're generating appointments for your sales reps, you need to have a system for that.
You need to know all of the different metrics in there, and you need to know the variances, and you need to know all of these different things if you want any chance in hell of scaling a business and operating efficiently. Then your customer support team, they need systems. You need a tracking system.
Almost nobody I meet and even people that are doing well and they're in the seven figures, they don't know what their numbers are. They say in light conversation at these events and things, “Yeah man, I know what my numbers are. Yeah, yeah, yeah, LTV, dah, dah, dah.” They don't. They seriously don't know what is going on. Almost nobody knows what their numbers are and it's because they don't have good systems. Marketers are creative kind of promotional people, they're not engineers, they're not scientists and so they don't know how to think about this sort of stuff. All they know how to do is make a lot of noise. They don't know how to improve efficiency. They don't know how to remove noise from an operational system. They don't know how to engineer a system so that it's reliable and it has tolerances for movements in the market. They don't know how systems work.
I've really focused incessantly on systems and pretty much everywhere in my whole business I have a different system and I could tell you the different components of that system, how they all interconnect, the variances, the output given, any input, I could tell you anything about all of it. What a company really is, is it's like a cybernetic collective of humans and machines. What I mean by that is you've got yourself, you've got your team, and then you've got your technology and your systems that you're using.
The combination of all these humans, all these systems, and all these machines and technology, this is a business. A business needs to be really good at that if it wants to succeed, and I would say one of our key competitive advantages has been our systems and our technology and our ability to really combine man and machine together.
Another part of it is science, so really approaching things like a scientist instead of a promoter. What I see in the marketplace today, which is responsible for a lot of failure and misery, is people who just don't think properly. They're used to just running these promotions, making all of this noise, and some sales come in here and there.
They don't really know what noise they're making that's making that sale come in, but they just think they just keep making the noise and the sales keep tripping in, but then they get kind of worn out and they're like, “Man, I wish I didn't have to make so much noise and I wish I actually knew what noise I was making that was actually making this sale happen, because now I can't scale because I can't make any more noise. I'm worn out.
This is what happens to everybody and then the market moves and then their noise making isn't enough anymore, and then they get cut, right? You need to be scientific about things. You need to find the causal elements that create the effects. You need to know where to push to make the needle move. You need to know these things and you need to know them well, and then when you find these things, they should be your central points of focus.
You should unleash everything you've got at these and ignore everything else, and that's what I've been doing and that's what's enabled me to be able to grow exponentially over the past few years while a lot of other people in the markets have gotten hurt. It's because I've approached things like a scientist and like a systems engineer instead of a promoter and a noise maker.
If you want to survive in this current market and where the market is going, you need to evolve and adapt and get more like this. It's not enough anymore to just stand in front of a whiteboard and be charismatic. Before, in the cowboy era and the mass delusion days, you could just be a charismatic dude or girl in front of a phone making some noise and saying yeah, yeah, yeah Instagram and stories and webinars, and, “Yeah, here you go new course,” and people would buy it, but doesn't happen like that anymore. Charisma and persuasion and marketing, all of these things aren't realities. These things are perceptions, right? They're things that aren't real.
What's happened is the market has evolved and now people look at and they're able to identify and find what is real, and a lot of these people who are masters of perception they are not masters of reality. The market's shifted and now the tables have turned against them. So, you need to focus on this stuff because the people who focus on this stuff they're able to beat you in auctions when buying traffic, they're able to have better conversion rates, they're able to pay more money to acquire a customer, and they're able to buy the traffic away from you. It's because they know what's going on and you don't, and it's going to continue to get this way. Unless you adapt and change, you're going to get left behind.
Then the eighth thing is you need a full-stack brain. So, what do I mean by this? Well, in the current marketplace, what I see is a lot of people who have single skills and I don't really blame them. I mean, I blame a lot of the people that have been creating courses in our education systems and things like this, but you have people who just say, “I know how to do Facebook ads, or I know how to do funnels, or I'm the webinar guy, or I know I'm the closer person, or I'm this person. I know systems. I know chatbots.” You've got all these little bitsy pieces, right? And it's just gone too far.
These different people, they only know their piece and because they only know one piece, they have an incredible bias towards thinking their piece is the piece that you need. They think oh yeah, they'll just look at your business and you explain to them what's going on in your business and what problems you have and where you want to go. These people they say to you, “It looks like a chatbot. Yeah, chatbot. Chatbot, yep I know,” and then the other person's like, “Hey, I don't think you're listening to me. This doesn't look like a chatbot.”
They're like, “No, no, look, look it's a chatbot.” These people are messed up and you can't listen to these people. They're crazy. If you think a chatbot’s going to save your business, then you really do deserve to not survive in this market because it's not, and that was delusional to ever think that it was. If you think a funnel is going to save your business, you're being stupid. If you think like a hardcore closing person is going to save it, if you think any fad gimmick or little technology widget is going to save your business, then you're wrong.
The only things that are going to make your business thrive and survive and all this is great products and services, differentiation, and scientific thinking, incredibly efficient and error-free systems and reliable systems and consistent systems, scientific thinking and also a full-stack brain. What a full-stack brain really is, is it's knowing everything about everything and within business.
What I mean by that is instead of just knowing sales or instead of just knowing how to speak or instead of just knowing chatbots or how to do ads or how to do copywriting, you know how to do all of it. So, you don't have to just do a little bit and then not know anything else, and so that's what I've had to learn is I've had to pretty much learn how to do all of these different things.
So, I've learned copywriting, sales, I've learned marketing, Facebook ads, funnels, conversion rates, probabilities. I've learned accounting, accrual and cash basis. I've learned taxes across different countries and internationally, corporate structures so I can structure things efficiently, and also more than that, a lot about systems and system design and how to really engineer systems so that I can get incredible efficiency and reliability out of them, and also management stuff and planning and critical thinking and problem solving and pattern recognition and all of this different stuff.
The truth is that all really successful people, they're full stack and they know a lot about everything and that's how they're able to operate really well. Nobody is teaching this to anybody and the reason why is because nobody could teach this, because there is pretty much nobody out there that knows all of this stuff. People they just focus on their little thing and then they don't know how that thing interconnects with everything else.
So, the accountant doesn't know how Facebook ads affects the P&L, the Facebook person doesn't know how their efforts in adjustments and changes affect the P&L. Then they don't know neither of these people know how this affects your cash flow and your capital allocation because you don't even know how to measure your cash flow or your capital allocation, and if you do make money, you don't know where to put it so you default to real estate or Bitcoin or something.
You don't know how to engineer systems or get into the different numbers or the metrics or problem-solve different things, because most people they just know how to do one thing and that one thing for most people I see out there is just marketing, the one thing that probably you wouldn't want to just know if you could just choose one thing, right? If you could just choose one thing to know, it would just be about how to make a great product because if you do that you can bomb everything else and you'll still win. But this one, you're just like a mouth that can just talk but that's it, and you won't survive like that. Talking mouths don't survive. Only value survives.
So, you need to become full stack, and how do you do that? Well, you've got to learn all of these different pieces about your business. You have to learn the accounting part, you need to learn the accrual and cash basis accounting, you need to understand your accounting systems that you have. Because if you don't have good accounting systems, then you're not going to know your numbers because in order for one to know their numbers, they need to know accrual and cash basis accounting.
So. I can tell very quickly if somebody doesn't know their numbers by just doing a quick little quiz on them about whether they know the difference between cash and accrual based accounting and the systems that they keep within their business to measure both of these ledger's, and within about three questions and about 45 seconds, I can tell that pretty much nobody knows what the hell they're doing when it comes to their numbers.
This is what I mean about becoming full stack. You need to learn the accounting part. You need to learn these, you need to learn like the problem solving part, you also need to have a solid mindset. You need to really work on your identity and your self-awareness and your self-control and your habits and your biases and your belief systems.
You need to work on all these things, as well as you need to know a lot of different business disciplines and a lot of different processes, and how all of these things interconnect and output on the balance sheet and P&L, and how you can tweak different things within the system and make it perform better, because unless you know all of this, you just won't know what to do.
If you hire an expert that comes in, let's say you hire someone who says they're a scaling expert, well they're going to look at your numbers that you don't have and then they're going to look at the metrics that your non-system is falsely producing and then they're going to listen to your opinions about all of this nonsense and those things are wrong too.
Then this person who isn't really an expert anyway and who has just analyzed some false information is going to say with conviction they should not have that they believe they can help you, because they get paid to say that. Then they're going to proceed to not help you, and that was going to happen from day one because you're not even helpable because your numbers aren't even right.
This is why the solution isn't to hire these different experts. It's not to go and work with this person or this person or hire this expert in, or this agency or outsource this piece. It isn't to do that. You have to learn this stuff yourself. I'm not saying you can't have a team and you can't delegate, you absolutely should have a team. People who don't hire teams are stupid. If you want to build long-lasting value, you must have a team.
But what I'm saying is that great leaders and great entrepreneurs, they know everything so that they know how the overall machine works. I'm not saying by knowing everything you must do everything all the time. You just need to know how it works. Study any of the great entrepreneurs and you will find that they are full-stack. They know everything about the whole business.
Then number nine is how to survive the culling. So, throughout this video, I've explained to you how the tectonic plates beneath this industry have shifted and how people are getting taken out in the middle of the night, and it's just sweeping through and it's taking more and more people and it's going to continue in this fashion. In fact, it's going to accelerate because I'm personally bidding more and trying to push this thing further. I have great benefit into this thing tipping over, so I'm pushing on it. I'm trying to push it the hell over and so it's going to keep going that way.
You've got to really make a decision, like do you want to be on the winning side of this thing or do you want to be on the losing side? What do you want to be, because this is actually happening? What I'm saying here isn't some observer, or isn't some like future prophecy thing. This is happening, and it's been happening for years.
You just need to look outside your damn window and look at all of these people who used to be able to make this thing work who now cannot. All you need to do is just ask a few direct kind of probing deep-dive questions to any expert to find out that they aren't in fact an expert. You've really got to decide, which place do you want to be in? Do you want to be in the winning side of this massive culling or the losing side?
If you want to be on the winning side, then right now I've just opened up some new spots for one of my programs called the Uplevel Consulting program and if you're not aware of what Uplevel Consulting is it's a nine week program that shows you how to do all of this stuff. We actually teach you how to be full-stack and we have a massive bias and a massive focus on creating great products and great services instead of just creating fancy marketing widgets.
We focus on creating fire, not flash and actually adding long lasting value. I don't like to use the word marketers or marketing or anything like that. We don't help people become better marketers. We create entrepreneurs. We create people that add value and create systems and think scientifically and are able to make money over the long-term and succeed over the long-term.
So, that's really what Uplevel is all about. We teach you how to create not just a good product but the best product. We show you how to really set a new standard in your industry. We also show you how to transcend your current marketplace where it's probably a Red Sea of sharks that aren't even differentiated, and we show you how to find a Blue Ocean and how to really differentiate yourself, which is absolutely needed.
We also show you how to focus on value and avoid fame, and what the value tasks really are, so what things really move the needle and what things don't? What is signal? What is noise? We show you what is signal and we just say to you just unleash on it. Forget about doing everything else, just do those things and things will happen and then they do. And it's not a fluke, because it's just what happens.
If you push something and there's a reaction and you keep pushing it, there's going to be something big happen, and that's what we get you to do. We get you to find the things that make reactions happen, and then push on them like nobody else is pushing on them. Then we also show how to focus, so a lot of people come into Uplevel and they've got all of these different services, they might have multiple niches, hell, they might have multiple businesses and they're probably doing all sorts of stuff. They're probably a borderline neurotic ADD psychopath, right? And most people are, 99% of the marketplace these days is a neurotic ADD psychopath, and we show you how to actually calm the hell down and start focusing.
We show you how to be able to sit down at your computer or laptop and actually do some deep meaningful work that adds value to customers for extended periods of time without picking at your face and ripping your skin off or getting out your phone and checking Instagram every 10 seconds, which is a very rare skill to have these days.
Most people can't sit down for four minutes without pulling out their phone and having another dopamine hit from their Instagram feed. It's insane. If you continue with this sort of behavior, it's not going to end well. It's not a nice road to be traveling down. You've got to get yourself off this stuff. You've got to get yourself off the distractions. You've got to get yourself away from doing everything and you have to gain some focus.
Focus is everything and in the Uplevel Consulting program we show you how to develop a laser-like focus on those causal elements and unleash everything on there. We'll show you how to really concentrate your efforts so you've got lots of different products, lots of different funnels, lots of different everything.
We'll show you how to really simplify it and boil it down and consolidate it into some manageable things. Then we also show you how to scale and when I say scale I don't mean just a little I mean a lot. Like here, I'm talking I can show you how to get up to the point where I'm at now, which is like $30 million a year and like we know a lot about scaling.
I've put more than 1.5 million people through an automated webinar. We buy like 1.2 million clicks a month every month for like three years straight and I've spent about 6 to $7 million on paid ads, and I've advertised every hour of every day for the last four years or something, and I've done it profitably all the time.
So, I can show you some things about scaling and I'm not one of those experts that's like I'm a scaling expert. Never listen to what people say. Words are cheap, words don't mean anything. Look at what people have done. If I could give you a tip to be able to choose who to learn from and who not to learn from, it's just ignore what people say and look at what they do. Actions, not words.
People who say a lot of words often don't have a lot of action. People who have a lot of action don't often say a lot of words. So, get a little bit smarter. Learn to see whether someone's actually done it, and if they have they will be able to teach you how to do it regardless of whether they say they're an expert or not. I don't say I'm a scaling expert or a Facebook ads expert, but what I have done shows that I know quite a lot about it and so I can teach you that, and it's not my opinion it's just what it is.
Then systems and science we show you how to implement effective systems everywhere in your business, from the sales to the marketing to the support to the accounting to the tracking to everything. We know how to systemize the hell out of everything, even your personal life, how to optimize your environment, what about your routine, what about planning your months, your years, your quarters?
What about the little algorithms to use so that you can prioritize different tasks or projects? Like if you've got five tasks or five projects and you want to know which one you should work on now, how do you weigh those? How do you actually assign values to each of those things and then make trade-off decisions about which one to focus on?
Well, I've got systems for all of that, algorithms even, numerical precise tools that we can show you so that you can calm the chaos, get laser-focused, use systems everywhere and be scientific instead of like just charismatic, right? Because charisma doesn't solve problems, scientific method and engineering solves problems. I'm not going to teach you how to be famous. If you want to be famous, I am not the dude to learn from. If you want to be big on social media, not the dude. But if you want to have a business that scales, makes a lot of money, and it does so reliably and consistently for the long-term, then I can show you how to do that.
Then I show you how to become full-stack, and this is intense. When I say become full-stack, the reason why nobody teaches you how to do it is because pretty much nobody is full-stack so they couldn't teach it even if they wanted to because they aren't it. You can only teach somebody what you have done, and so I'm able to teach this because I have developed it and it took me a long time.
I teach everything in this Uplevel program from like diet, nutrition, exercise, sleep, how to optimize all of these things, how to optimize your environment, how to even anchor your limbic system with different scenes to different things so that you can form a positive emotional attachment to your working environment, which therefore like leads you to be more likely to perform well.
Like every little piece about every little detail about everything within this whole business I've studied it, broken it down to its constituent parts, and reassembled it to the optimal like efficiency. So, what you'll find in Uplevel Consulting is not an incestuous regurgitated body of knowledge like most courses out there.
I didn't just take some dude's course in the click funnels group and then regurgitate it and then spit it out and say I know I'm an expert now, right? I didn't do that. The things you'll find in this course, they're different. This is idiosyncratic. A lot of the things that I will tell you to do are things that nobody else will tell you to do.
A lot of the things I'll tell you to ignore are things that pretty much everyone else will be telling you to focus on. I'll be pretty much at opposite ends of the spectrum, inverted even on pretty much all of the different things that you're used to. Not just because I want to be different, but just because this is what I've found through data and through experience to work. If what everyone was doing worked really well, then I would do that and that's what would be in this program. But that isn't the case because what most people are doing is wrong and I can actually prove that.
What I've found are different causal things that prove to be right through data and those are the things that I'm going to show you how to do. So, what you'll find in this Uplevel program is not what you'll find anywhere else and I seriously mean that. That isn't just a marketing term to try and sound differentiated. This product is differentiated. The reality is different, not the perception.
I'm not trying to play a game of perception here with you. We teach you how to be full-stack so you know all of these different things from accounting to finance to tax to corporate structures to what funnels to use, how to track everything, the different tracking systems to use, spreadsheets to input your data in each day, different prioritization tools, different planning things like my War Map Calendar and my RICE Project Scoring prioritization tool, and how to use all of it.
Literally I even show you in this program how to hire a chef so that you can get the chef to cook meals for you instead of you cooking them for yourself, because it's hugely inefficient to make your own food and go to the supermarket. I hired a chef, it was one of the smartest business decisions ever. What I did is I put together instructions on how to hire your own chef and more than that, I even show you what meals to give to the chef.
We've even come up with meal plans, 28 different meals so that you can rotate different meals every 14 days so that it's repeating. See even here there's a system, so that it has enough variety so that your brain thinks it's always eating something different but it has enough consistency so that it can be reliable and operate without glitches long-term.
So, everywhere from the personal life to the mindset side, to your environment, to hiring a team, to your funnels, to your ads, to your sales, to creating your products, to running everything in your business I've systemized it and boiled it down and really turned it into a science, and that is what you'll find in the Uplevel program and we will teach you how to become truly full-stack.
In this modern day having focus, being disciplined, being full-stack, knowing systems, thinking scientifically and focusing on value and good products and good services is a deadly combination. It is lethal, and I do not wish for you to be on the other side of somebody using that against you. It isn't pretty. But in this Uplevel Consulting program, I show you how to use this for yourself on the rest of the marketplace so you can be on the winning side of this thing, not the losing side.
So, how do you learn more about Uplevel Consulting? How do you get involved in it, how do you get enrolled, how do you do all of that? Well, what you can do is I've designed this page specifically so that people who are those neurotic ADD psychopaths who come to a landing page and instantly look for the button and click it, I've designed this page so that those people can't achieve anything. You go try to click that button and it will say this isn't for you. I mean that. If someone's a neurotic ADD psychopath, I don't want to work with them, right? They're unhelpable.
If you've made it to this part of the video, then I know you've got some element of focus and concentration, and if you have that, then we are probably able to work together to actually make some change happen and to actually get some results. So, if you've made it to this point and you're interested on being on the winning side of this existing movement and shift that's happening, then to apply for a call with myself or a member of my team, then you can just go to the URL consulting.com/call, C-A-L-L. Consulting.com/call that is the URL.
Now, if you go to that URL, you'll be able to book a call with either myself or a member of my team. Why we want to have a quick call with you is just to make sure that you're the right fit for this thing, right? This thing here is for people that are already in business or have some experience with business. This is not for people who are brand new because when you're brand new, you've got a lot of things to learn and quite honestly, I've got a product that is great for you if you want to just get started and you're a complete novice. That's called Consulting Accelerator, and if you just go to consulting.com/webinar, then go and check that out.
If you're a novice and you're brand new to this thing or if you're a civilian and you aren't yet in business for yourself, go there. This is not for you. But if you're somebody who's already in business and you've already got things going and you want to take it to that next level and you want to become more of a scientist and an engineer, and more of a value creator, and more of a producer instead of a promoter and a loudmouth, then this is for you and you should go to consulting.com/call right now and apply for a call, and we'll have a quick conversation just to see that we believe that we're able to help you. That's it.
Like I said, I'm not big on the whole marketing flash and persuasion or any of that. You won't catch any of my people either trying to be really persuasive, because I hate that stuff. I don't like persuasion. I like just what's the truth, because if something really can help you, then you should just do it. But if something can't and you're on the fence, you shouldn't. Or if we believe that our thing can't help you, we won't even try to sell it to you. We'll just say, “Look, it's not going to help you. I don't think it's a good fit.”
So, if you want to be on the winning side of this thing, go to consulting.com/call, apply for a call right now, and then you'll have a conversation with myself or a member of my team. And if you're a good fit, then we'll get started and we'll turn you into a beast. That's it for this video. Thanks for watching, and I look forward to seeing you in this Uplevel program and working with you.