What Does Perfection Look Like?

0:01everyone Simmons here and in today's

0:04video I want to explain and show you

0:08what perfection looks like and

0:12perfection is something that can really

0:14help you in a big way in business and

0:17it's something that you know not a lot

0:19of people talk about because one a lot

0:23of people think you know chasing

0:24perfection is stupid and that no one is

0:28perfect and nothing can be perfect right

0:30so there's is that but also these days

0:33when I look outside and I see what most

0:36people are really shouting at you about

0:38and trying to convince you to believe in

0:41is just a whole lot of marketing crap so

0:45like you know forget about what it is

0:47just for just try and focus on what you

0:50can make people believe that it is but

0:53really it isn't right and the truth is

0:56is that in business marketing and sales

0:59is not the main thing in business

1:02solving a problem and delivering value

1:04to your customer is the main thing and

1:07the more value you provide then the more

1:10successful your business will be and how

1:13you provide value is by identifying an

1:16actual real-life problem that exists

1:19among participants within a given market

1:21we call this your niche and then we

1:24identify this widespread problem we

1:27understand it and then we seek to solve

1:31it with a solution which is our product

1:34or our service or what we're offering to

1:36people right now the bigger the problem

1:38the bigger the business you know the

1:41bigger the problem you solve the more

1:42money you will make the more customers

1:44you will have and so if you want to grow

1:48a big business and make a lot of money

1:49you should really aim to find a really

1:52big problem that's extremely painful

1:55that a whole lot of people have right

1:58and then you should aim to provide the

2:01best possible solution to their problem

2:04because this is basically you know the

2:07formula we start by finding a market

2:13or just called us your niche right and

2:18how you should pick your niche is

2:20basically something that you're

2:22interested in so you know just think

2:24about what am i interested in and then

2:27what's related to that so if I like golf

2:31then I might want to look at different

2:33businesses and industries that all kind

2:36of are related to golf it doesn't have

2:40to be just playing golf in becoming a

2:43golf player you know there's lots of

2:45ways that you can really be involved in

2:48golf and also make a business out of it

2:52so let's say I identify that a passion

2:54of mine is golf and then I want to start

2:56looking for different industries niches

3:00and things that are related to golf then

3:02what I want to do is I want to

3:04understand what problems people face in

3:07this niche right so let's say I want to

3:09focus in on golf coaches and golf tutors

3:15now I want to speak to them and identify

3:18what their most painful problem is

3:20something they wake up in the middle of

3:21the night you know really sweating and

3:23worrying about and it has how we find

3:26out this problem is we actually go and

3:28talk to the people in the niche you

3:30can't come up with the problem because

3:33you're not dim and it isn't your problem

3:35so don't try and do this by just racking

3:38your brain and you know trying to come

3:41up with it and try to invent it in the

3:42shower you won't do it you have to get

3:44outside of you and you have to go talk

3:46to the market and from here you know we

3:50identify problem now what we've done is

3:59we've found a niche and we've got a

4:01problem but now what we need to do is we

4:03need to find a solution and you know

4:06you'll probably be thinking what's a

4:08solution well it's simply the inverse of

4:09the problem so the opposite of the

4:11problem would be the solution so let's

4:19say if I'm a golf tutor and my problem

4:24is that I don't have enough clients

4:26well what's the solution going to be

4:29it's going to be that I'm a golf tutor

4:32and I have enough clients it's just the

4:35inverse of the problem right so it's

4:36this is very simple to think about it

4:39makes business really really really

4:41simple just find a niche how do you find

4:43your niche something you're interested

4:44in then look at the different industries

4:46pick something talk to the people ask

4:49them what their problem is they tell you

4:51what their problem is

4:52now it's not enough of just one person

4:54tells you what their problem is you need

4:56multiple people to tell you what their

4:58problem is and then you need to identify

4:59a pattern among the participants within

5:02this niche because we don't just want to

5:04solve one thing for one person we want

5:05to find something that exists among most

5:07people within this given market then

5:10we've got the problem we want to really

5:12understand this and then the inverse of

5:14that it would be the solution now you're

5:16probably thinking we'll how do we

5:18actually provide the solution to the

5:21niche to solve the problem right well

5:25what you do this is one of the easiest

5:26ways to do it is think about this is

5:28there anybody who is the golf tutor who

5:34has enough clients dance will probably

5:38be it's pretty much with every one of

5:40these because people do solve their own

5:42problems and you know the thing is is a

5:46lot of entrepreneurship is really

5:49finding like a problem that a lot of

5:52people have and then identifying the

5:55rare few individuals that have solved

5:57their problem for themselves grabbing

6:00that solution and making it widely

6:02adopted by the masses and these are

6:06saying that I like quite a lot and it's

6:08very true and it goes like this

6:11the future is already here it's just not

6:15evenly distributed yet right so what

6:19you're really trying to do is find the

6:21people who had this problem and solved

6:23it and they have it and then you want to

6:26really study them and analyze them and

6:29see what they're doing and then look at

6:32these people who have the problem and

6:34study them and analyze them and see what

6:36they're doing and then identify the

6:38chord

6:39differences between this group and this

6:42group the people with the solution the

6:44people with the problem what is

6:45different about these two and then when

6:48you've identified the differences the

6:51differences is what you will be

6:54providing with your solution so you'll

6:57be providing these differences whether

6:59it's like tools whether it's tactics or

7:02strategies whether it's the level of

7:04skill needed or whether it's some kind

7:07of characteristic or behavior or

7:10different kind of patterns of action

7:12right there will be a combination of

7:14variables that makes the solution come

7:17true and you'll and identify what those

7:19are make it as simple as possible and

7:21you can put it in a service form you can

7:23put it in a product form or a training

7:25form whatever form the solution is best

7:28like suited to put it into that and then

7:32what you can do is you can sell the

7:35solution to participants of the niche

7:37with the problem and when you apply a

7:40solution to a problem the byproduct of

7:43this is value

7:53and this is just how it works you know

7:57you can just boil business down to its

7:58first principles and really look at look

8:01at it like this find a niche you're

8:02interested in talk to the market see

8:05what problems they have

8:06then what's the inverse of the problem

8:08that would be what the solution would

8:10look like go and find people who have

8:12the solution see what they're doing look

8:15at the people if the problem see what

8:16they're doing

8:17analyze these two distinct groups and

8:20see what the differences are those

8:22differences you should package into a

8:24solution and when you provide a solution

8:26to a problem when you apply a solution

8:29to a problem the byproduct of this is

8:31value and value is what people are

8:33willing to in actually everyday pay

8:36money for

8:37and so when you provide value you make

8:40money right and the collection of all of

8:46this right is what we call a business

8:55that is a business a business is

8:58basically niche problem/solution value

9:02money and doing all of this in you know

9:07day to day and at larger and larger and

9:09larger scales and with more efficiency

9:12and basically just optimizing this that

9:16is all businesses and the truth is is

9:19the person who can identify the biggest

9:22problem and provide the best solution

9:24always wins you know you don't need to

9:28market yourself so much you don't need

9:30to like be all over social media and you

9:34don't need to be like you know you don't

9:36need to be filming a daily vlog of your

9:39life and like you pitting your dogs and

9:42like eating ice cream and driving around

9:45and like playing with your kids on TV

9:48and I sorry not TV but on YouTube you

9:51don't need to do this I mean if you

9:52want to do that you can and you're most

9:55welcome to but you just need to

9:57understand that if you want to win in

9:59business you just need to do this that

10:02is it and when you do this the rest of

10:04the stuff really just takes care of

10:05itself

10:07and so I wanted to start this video off

10:09today by just addressing this because I

10:13wish I had understood I wish somebody

10:15told me this when I got started would

10:17have made my life a lot easier but now

10:20with that being said let's talk about

10:24perfection because this is what this

10:28video is really about and what's what

10:32happened over the weekend is the weekend

10:34it's been I held my mastermind event

10:36it's called quantum mastermind and it

10:38went for three full days we go Friday

10:40Saturday Sunday like 10 a.m. till like

10:427:00 p.m. pretty much it's it's intense

10:45and this is a really smart group of

10:47people in here we've got a lot of people

10:49making seven figures and about four

10:51people making eight figures and it's

10:54really smart group of people and in in

10:58this mastermind you know all of these

11:00people they've got clients they're

11:02making money some of them making a lot

11:03of money and they've got a lot of

11:04clients right so if we've covered these

11:07first principle sorts of things like

11:09finding a niche finding a problem

11:11solving the problem providing value and

11:13we're doing that successfully then

11:16what's next like how do we make it

11:19better because this is really where a

11:21lot of people get stuck you know a lot

11:24of people just they have this right in

11:28the beginning because you really need

11:29this equation right to get something

11:31going it's pretty hard for something to

11:34get going and for value to be provided

11:36in people to continue to pay you money

11:37without having that kind of equation

11:40right but how do we make it better and

11:44the way to do that is to really think

11:46about perfection and what I mean by this

11:50is you want to think what would

11:52perfection look like for my business and

11:56I actually learned this from Google from

12:00reading their letters to shareholders

12:01and if you haven't read Google's leaders

12:04to shareholders I highly recommend it

12:06it's it's an awesome read and also

12:10Amazon its leaders to shareholders

12:11they're an awesome read as well and what

12:13I'll do is I'll link both beneath this

12:15video in the resources section if you

12:17haven't checked them out yet you can

12:18just click there grab the one page

12:20sorry grab the single file PDF and I've

12:23compiled all of the years into one for

12:26you to make life easier for you so

12:27highly recommend you go check those out

12:30but when I was reading through the

12:32letters to shareholders Google did

12:35something very smart and they basically

12:38thought what would perfection look like

12:41for Google right because they need to

12:44know where they're going they need some

12:47kind of they need some kind of target to

12:49aim for and they need some kind of

12:52measuring unit and measuring instrument

12:56to really measure progress towards that

12:58goal right and what I've noticed with

13:01businesses is a lot of the time their

13:03targets and their goals and everything

13:06they're very vague they're undefined

13:09entities and when you have an undefined

13:11entity especially something that's vague

13:13and has been basically derived through

13:16multiple layers of abstraction we really

13:19don't even know what the hell it is and

13:21there's certainly no way we can measure

13:23it because there's no unit of

13:25measurement and there's no measurement

13:28instrument measuring instruments to

13:31really see what's going on so if you

13:33want to know if you want to make steady

13:36progress and grow an awesome business

13:37it's so important that you get this

13:39stuff very clear and Google's mission

13:42statement is to organize all of the

13:45world's information and make it

13:47universally accessible and useful right

13:49and so that mission statement really

13:52tells us a lot already install right

13:56this here for you so mission organize

14:06all of the worlds

14:13information and make it universally

14:21accessible and useful and why this is

14:33really important to do and you want to

14:35define a mission statement for your

14:37company is because it really helps you

14:39understand what you're actually trying

14:42to do and so this statement you might

14:45think ah but this is just a bunch of

14:46words it's more than that because what

14:49we can do is we can see the areas that

14:52we need to focus on and improve in order

14:56to achieve this goal so I'll show you

15:00the keywords in a good mission statement

15:02so first of all we've got information

15:10organized and universally accessible and

15:18useful right so these are the key

15:21statements these are the key words in

15:24this statement and what we can do from

15:26here is we're like okay well what should

15:28we be doing day to day in our company

15:30well first of all we need to organize

15:35all of the world's information so then

15:37we get information and we start to break

15:39information out and when we break

15:41information out you know we might find

15:44it's all right here info is basically

15:49webpages there's images there's books

16:00there's videos there's geo which is like

16:06Maps and Google Earth and then what else

16:10has Google organized I mean they've even

16:12gone into email they've gone into

16:14flights right and so basically the first

16:18category they're looking at is well

16:20we've got to organize all of the world's

16:22information so let's break information

16:24out we've got all of these different

16:25things

16:26right now by doing this they're able to

16:29to know like the more web pages we index

16:32in our search engine then the more

16:35progress we're making towards the skull

16:36the more images we index and categorize

16:39the more books that we scan into google

16:42books the more actual titles that we've

16:45got scanned and searchable and indexed

16:47in our database then videos so google

16:51actually acquired YouTube early on for a

16:54billion dollars back when everyone

16:56thought YouTube was a stupid idea

16:57because videos are a form of information

17:02and Google wants to organize all of the

17:04world's information and more than that

17:06geo they actually acquired Google Maps

17:08and Google Earth they bought them just

17:10like they bought YouTube and that is

17:12because they wanted to organize

17:13geographical data and that is why they

17:16drive cars all around the world forming

17:18those different street views they've got

17:20satellites orbiting Earth basically

17:23trying to to image more of the world in

17:27higher and higher definition and from

17:31more angles and with more frequent

17:34refresh times right they're trying

17:36they're constantly making advancements

17:38along this axis and then email you know

17:42they've basically taken over all of that

17:43and flights and there's a lot more so

17:47what you can do just by saying but from

17:49this mission statement we can see well

17:51we're trying to organize all of the

17:52world's information and make it

17:53universally accessible and useful so

17:55let's look at the next piece in here

17:57which is universally accessible well

18:00let's call this like X s so to make

18:07information once we've got this

18:09information indexed then you know how

18:12are we going to so indexing it and

18:15categorizing it that's like organizing

18:17it right so we need to crawl all of this

18:20information we need to end except we

18:21need to categorize it and we need to

18:24make sure we've got it stored in a

18:25database that's the organize the

18:27information is we need to get all of

18:29this different information and we need

18:31to have more things indexed and more

18:34things categorized than any one else in

18:37the world which is true they do that

18:39all of these things then access okay

18:43well how are you going to make something

18:45universally accessible well one of the

18:48first things would be languages so it's

18:52put languages because the more languages

18:58you provide this information the more

19:00people on earth can actually access it

19:03but it goes more than that you know

19:06there's also mobile devices because a

19:08lot of the world doesn't actually have a

19:11laptop or a desktop computer so we've

19:14got mobile and then we also have like

19:20voice which is you can search Google

19:22with voice now and so here you can see

19:27that we've got different languages and

19:31mobile and voice so when it comes to

19:33languages it's quite fascinating when

19:35you read Google's letters to

19:36shareholders you'll see that Larry Page

19:39and Sergey Brin they say in the letters

19:41each year we're making good progress

19:43with our goal we have indexed like this

19:46many more billions of web pages or

19:49whatever right and we've also indexed

19:51this map this many more images we also

19:55decided that we needed to start

19:57categorizing books so we hired a team

20:00and we basically went around the world

20:01and started going into libraries and

20:03basically grabbing physical books and

20:06scanning them and then loading them into

20:08a database so they were there to do that

20:11even if information isn't on the web

20:13Google's trying to get it and put it on

20:15the web and then videos will be bought

20:17you we purchased acquired YouTube and we

20:21merged it in and now you know we're

20:23we're making we're making videos higher

20:26definition and faster and more

20:29accessible for everyone all over the

20:30world and so this many more videos are

20:32being added and with geo this many more

20:35this this many more areas around the

20:40world and now like available for Google

20:42Maps with Street View and whatnot and

20:46then email flights and so on so they can

20:49say like the steady progress they're

20:50making and then with languages it's

20:53quite cool to see

20:54you know they Scugog started in English

20:56and then they started spanning out into

20:59different languages and you know what

21:01progress looks like when it comes to

21:03languages because it's just the number

21:05of languages that your company or

21:09product like is in so if you're just in

21:13English there's just one but if you're

21:15if you are in English and Spanish and

21:19German and Mandarin well there's four

21:23right and so it's easy to measure

21:25progress and it's quite cool to see

21:27every every new letters to shareholders

21:29that comes out they will report you know

21:32this year we this year we translated all

21:35of our services into like an extra 40

21:38languages or something and then they

21:40very quickly get up into the hundreds of

21:42languages and I'm pretty sure right now

21:43they've got like every single language

21:46there is Google works and even some even

21:50some languages that are extremely rare

21:52all right and so that's progress there

21:55and then mobile so they want it to be

21:58they want to Google to be accessible on

21:59mobile because a lot of people don't

22:01have computers so google actually

22:03acquired Android Android wasn't a

22:06googles invention they actually acquired

22:09that company and then you know started

22:12to started to produce like Android

22:16phones and make those widely adopted

22:18there is now more people on earth that

22:20actually have a phone that runs on

22:22Android then then any other type of

22:26phone operating system and then voice

22:29right and so very quickly you can see

22:32that like this this mission statement

22:35here it really shows us how we're going

22:39to what we're trying to do and then the

22:41different components that we're trying

22:43to make progress on and then if we look

22:46at useful well that would be I can write

22:50this down here so useful is then trying

22:58to take all this information that is

23:01organized and that is accessible and

23:04then think of ways that human

23:07would want to use all of this

23:10information to solve everyday problems

23:13right and so Google then works on

23:16different types of search algorithms

23:19they then worked on like advertising and

23:22what a lot of people don't understand is

23:25that Google is a master acquirer a lot

23:29of people think they just invent

23:30everything but you know Google actually

23:32google actually acquired like images and

23:36then that they also acquired YouTube

23:40they acquired Google Maps Google Earth

23:42they acquired the algorithm for flights

23:46they actually acquired Android and they

23:51did more than this they even acquired

23:53double-click which is now called Google

23:55Ads

23:56Google Adwords they acquired that too

23:59they're a master acquirer they even

24:02acquired Google Docs right it wasn't

24:04called Google Docs back then but they

24:06acquired that technology and so because

24:09of this mission statement and because of

24:11how clear it is they know exactly how to

24:14make advancements towards perfection and

24:16towards the goal and so if we think of

24:19ways that all of this can be made useful

24:21well it's going to be things like

24:24sharing so if you think of Google Docs

24:27you can share you can also search like

24:31Google made videos searchable with

24:34YouTube

24:34they made the web searchable with Google

24:37search they made images searchable with

24:40Google images

24:41they made books searchable not just by

24:43title but by words inside the book with

24:47Google books and then they made maps and

24:51you know basically a satellite view of

24:54the world like viewable with search

24:57again and so you can kind of start to

25:00see what they do right they just they

25:04have a very powerful mission that is

25:07very clear and defined and then they

25:09break out that mission into different

25:11areas they define a unit of measurement

25:13by which they can measure advancements

25:16and they have a like measuring

25:19instrument by which they can

25:21measure advancements and then they know

25:24where their baseline is which is right

25:26now they know where their goal is which

25:27is like deeper fiction and then they're

25:30just making steady incremental

25:33advancements towards that goal right so

25:36at the start of this video I showed you

25:38how you can basically get started in

25:43business by really defining by really

25:46breaking it down to its first principles

25:48and looking at the fundamentals so we've

25:50got a niche you're interested in we've

25:53got the problem the inverse of that

25:55problem is the solution then you want to

25:58find people in that net to have had that

26:00problem that now have the solution they

26:02will exist and then once you've found

26:05them you want to see what they're doing

26:07differently from the people who don't

26:08have the solution and just live with the

26:10problem then you want to package that as

26:13a solution that you can sell as a

26:16product or a service or something like

26:18that to people in that niche with that

26:20problem

26:21the byproduct of that will be value

26:23value means money and all of this is

26:26called a business right that is how you

26:29get started that is how you get your

26:31first few clients but once you've

26:33started to get a few clients it becomes

26:36more about thinking big it's like you

26:39know instead of just trying to solve

26:40I'll tell you how I got started I got

26:42started by basically looking at local

26:46service businesses and I focused so

26:49tightly on a local service it was like I

26:52was helping plumbers so I just chose

26:55plumbers I don't know why I just just

26:57chose them and then I started talking to

26:59them about what their biggest problem

27:00was and a lot of them said that they

27:02really wanted hot water cylinder repair

27:05clients and I said why why do you want

27:07those and they said well because they're

27:09easy jobs and we make a lot of money and

27:12they're very urgent because you know if

27:14the hot water is out in the family home

27:16people need to have showers and things

27:18so people will often call and say yes I

27:21need it now come and do it now and then

27:23they pay there's no price shopping

27:25between people there's no you don't get

27:27like fickle people who like or maybe

27:29I'll think about it

27:30it just happens and I was like okay well

27:35how are your current providers like

27:36helping you because they were using like

27:38agencies at the time when I was speaking

27:41to a lot of these plumbers they were

27:42using our the Yellow Pages to run Google

27:45AdWords for them to try and get them

27:48clients and they said well what's

27:50happening is Yellow Pages just tries to

27:52give us any clients anywhere right and

27:54they just run ads for anything related

27:56to plumbing that could be a leaky tap

27:57and then I said okay well are there any

28:00areas that you would prefer to have

28:02clients in and obviously they said yes

28:05obviously in at the in the wealthier

28:08areas and also in the areas closer in

28:11proximity to their main base because

28:14that means less commute less waste and

28:16so we basically drew a ring fence around

28:20the main area with where they would want

28:22clients and then we basically started to

28:26target hot water cylinder appear clients

28:28in that local cluster and I was just

28:32getting started right and I was going up

28:35against a pretty big competitor which

28:38was like the people that were calling

28:40plumbers pretty much every single day

28:42was the Yellow Pages just trying to sell

28:44him Adwords and so how do I compete some

28:47dude working out of his parent's garage

28:49in New Zealand how do I compete with

28:50with Yellow Pages it's simple you just

28:53look at a niche find it focus on

28:55something small find out what their

28:57problem is by talking to them and then

29:00provide a solution to that so then I

29:03just went looking for plumbers who are

29:05very good at getting hot water cylinder

29:06repair clients and the solution was

29:09pretty obvious I mean they they were

29:12basically just running AdWords for hot

29:14water cylinder appears and the web page

29:17that you went to when you clicked on

29:18that was all about hot water cylinder

29:20appears and it was just all about hot

29:22water cylinders they weren't really

29:24focusing on anything else it was like

29:26the only thing this this guy did and I

29:29was like okay well we need to do more of

29:30this if we want to get more of those

29:32clients and honestly like the when I

29:36meet with these plumbers and I used to

29:38meet with them in person back then we

29:41didn't we didn't do like strategy

29:42sessions and clothes over the phone like

29:45we were able to do later on when I spoke

29:48to them in

29:49than what I could help them with then I

29:50told them that you know I knew that

29:53they'd probably prefer hot water

29:55cylinder appear clients they looked at

29:56me like I was God or something because

30:00they like help this is the first guy

30:02I've spoken to actually understands me

30:03and understands what I want why is

30:05everyone else I've been talking to just

30:07oblivious and it was pretty funny to see

30:11because within a few months I had

30:14basically gain competitive advantage

30:15over quite a big player and I had

30:17started to acquire myself some clients

30:19and then very quickly I was able to get

30:21more clients more clients and before

30:23long made too many clients and that is

30:26the power of breaking business down to

30:29its first principles and finding a

30:31problem and then solving it and the

30:33thing is as you can start small like I

30:36started back then focusing on plumbers

30:39who want hot water cylinder repair

30:41clients who are in Auckland which is a

30:44tiny city within a tiny country called

30:46New Zealand who are also willing and

30:48able to run AdWords by how small is that

30:51but I was actually able to get a

30:54foothold in that market and to get

30:56multiple clients paying me more than

30:58$2,000 per month each right so you can

31:01start small and it's the best way to get

31:03a foothold in business and get started

31:05but then it becomes about thinking

31:08bigger you want to think once you've got

31:12some money in your you're out of

31:13survival mode it's like what is the big

31:16thing I'm aiming for and I see a lot of

31:18businesses get stuck in these two places

31:20the first one is they don't solve an

31:23actual problem and they don't focus on

31:25an actual niche and what they're

31:27providing is something they believe to

31:28be the solution to an unknown problem to

31:31an unknowing niche right and this is

31:33just totally messed up its conta looted

31:35it's never going to work if it does work

31:37it's going to be a fluke and you're

31:39always going to be like you're always

31:42going to be dealing with a lot of

31:43unknowns because you aren't really doing

31:46anything and so it's critically

31:49important that you do like do solve a

31:51problem that really exists not one that

31:54you just think they have with an actual

31:57solution that actually solves the

31:58problem for a clearly defined group of

32:00people that is the first

32:02Macie most entrepreneurs make they

32:04messed that up don't mess that up

32:06the second problem I see entrepreneurs

32:08make is they get that first part right

32:12and they start making some money but

32:14then what they do is they just kind of

32:18Coast and this they stagnate over time

32:21and the thing is is that if you're not

32:24moving forwards you're moving backwards

32:25and that means that you always need to

32:28be making advancements and the only way

32:31to do that is to have a clear goal of we

32:33are trying to go and I'm guilty of

32:35making both of these mistakes I made the

32:37first one by not solving the problem and

32:39it didn't work for me then I finally got

32:42it solved and then I stayed with that

32:44small thing for too long

32:46before thinking bigger and having a

32:48clear goal that I could make

32:49advancements towards and so that's how I

32:52understand these things well because I

32:54made those mistakes and you want to come

32:58up with a submission statement as early

33:02on in the game as possible

33:04and I'll give you another example of

33:06this but before I do that I want to tell

33:11you what Google defines perfection is

33:15and this is one of the easiest ways to

33:18think about the future of your company

33:22in the future of your product so Google

33:25says we're still a long way they say

33:29this in the first or second our letters

33:31to shareholders they say you know with

33:34we're making good progress

33:36but we're still a long way away from

33:38having a perfect search engine right and

33:42then they say well what is a perfect

33:45search engine you might ask and they say

33:48well we've defined a perfect search

33:49engine as something that you can

33:51basically ask anything about like you

33:56can ask any question about anything you

33:59can basically ask at anything in the

34:00world you could possibly imagine

34:02and it will give you the perfect most

34:04accurate answer instantly in for free

34:06right there just what they've defines

34:09the like perfection airs for Google and

34:12what that basically is is it's like some

34:15God level

34:16ái right it's like it seems like a total

34:20fantasy and that in like that would

34:21never happen but that's good that's what

34:24you want to do with your company because

34:27you want to start making progress

34:29towards that goal and you're not trying

34:31to define your mission and your

34:33perfection goal is something that you

34:36you're actually going to achieve quickly

34:38or easily it's supposed to be pretty

34:40much impossible to achieve and that

34:43makes people start making big leaps

34:46forward and I'll tell you another

34:49example of this which is one of my

34:51favorite ones and it is Microsoft so

34:58when Microsoft started this is a long

35:00time ago back when with Bill Gates their

35:05mission statement was a computer on

35:20every disk and in every home right how

35:33clear is that so what does Microsoft

35:36trying to do they're just trying to get

35:38a computer on every desk and in every

35:40home and what you've got a what you've

35:42got to understand is that back then when

35:45they set this mission statement

35:46computers were the size of a house like

35:49they were they needed cranes and trucks

35:51to move them not only that but they cost

35:55upwards of 1 million dollars and not

35:59only that but only scientists could

36:02actually use them because they didn't

36:04have user interfaces or keyboards or

36:06anything you literally had to like feed

36:08tape into a machine and it would like

36:11took around and then feed tape back out

36:13and you had to like decode all of the

36:14stuff so like they weren't usable either

36:17so if somebody wanted a computer they

36:20would have to pay a million dollars

36:22organize trucks and everything to

36:24deliver it to some like facility like a

36:27factory it probably had to be hooked

36:30up to like some type of industrial power

36:32and then you would need an a team of

36:34scientists and engineers to even know

36:37how to make it work and not only that

36:39but it has no actual purpose for the

36:43average person like people didn't even

36:45know what they were supposed to use

36:46computers for when they first came out

36:47and so you've got to understand that if

36:50Bill Gates is something like I want to

36:53put a computer on every desk and in

36:54every home back then that's that people

36:59would have looked at them and said dude

37:01you're out of your mind you need to go

37:03check yourself into some kind of like

37:05psychiatric ward because there is no way

37:08in hell that you're going to put a

37:09computer in every home because computers

37:13are more valuable enlarger than every

37:15home right so that's not gonna happen

37:18but Bill Gates could see the future and

37:21he knew what perfection would look like

37:22right and so let's look at this if we're

37:26trying to put a computer on every disk

37:33and home the key words here is like you

37:38know every is one of them and then disk

37:43is another home is another in computer

37:47as the object so what we can do is we

37:50can quickly start to break apart this

37:52one the same way we did to Google so

37:54first of all we're dealing with

37:55computers right now we need to put one

37:59on every every means every single person

38:03in the world right then disk means that

38:07if it's going to go on a disk then it's

38:10got to be pretty damn small because

38:12right now computers are the size of a

38:14house so how are we going to fit like a

38:17house on a disk it's not going to work

38:19right so obviously this dictates size

38:21and home that dictates that they're not

38:24just going to be used for like business

38:27in scientific use they're going to be

38:28used for personal home use and they're

38:31obviously going to have to be cheaper

38:32they're gonna have to be lighter they're

38:34going to have to be able to be usable

38:36and they're going to have to be able to

38:38plug in to 120 volt power right so all

38:42of these things need to happen

38:43which is actually pretty cool because it

38:45tells us exactly what we need to do

38:47so obviously size size of these things

38:51is going to be important how do we know

38:54if we're making progress well we're just

38:56getting these damn things smaller we

38:58look at a computer we break it out into

39:00its constituent parts which is all of

39:01its components we get a list of those

39:03components and we get a listing of the

39:05await and their size and then we

39:08basically partition that out to a bunch

39:10of different people and we say all right

39:12your job is over the next six months and

39:14in every six months following to reduce

39:16the size of these assigned components by

39:1950% right and so then they get to work

39:23and then you know easily how to measure

39:26it because they come back every six

39:27months they show you their parts they

39:29should be smaller and that's an easy way

39:32to start breaking this out and to enter

39:35what we need to do so size it needs to

39:37get smaller then it cost because

39:41computers used to be a million dollars

39:43we need to get them cheaper we need to

39:46get him into a price range that people

39:47can afford right and more than that we

39:52need some type of usability because

39:58people are not going to be hiring a

40:01bunch of scientists to come into the air

40:04home and use this thing so from here we

40:08know that it needs to get smaller from

40:11here we know that it needs to get

40:12cheaper and here we know that it needs

40:17to get like easier to use and so from

40:21here came the inventions of the user

40:24interface right like we can now see

40:27things like a desktop and drag files

40:29around we've got an a user interface

40:31before that there was like punched ads

40:35and tape and then after that there was

40:38basically like DOS we had a black screen

40:40with code in it and now you have like a

40:46user interface a screen and that totally

40:49changed everything now people can can

40:51see it and use it and also the mouse

40:58and the keyboard right these are all

41:05innovations based on this to achieve

41:08this right the size thing all

41:11innovations towards this to achieve this

41:14and the price driving it down all

41:17innovations towards this to achieve this

41:19right also we need some kind of

41:22practicality and what I mean by this is

41:30why would a human let's say we get him

41:33small enough and say we get him cheap

41:34enough and then say we get them usable

41:36enough but then still why would a human

41:39want one on the disk in an every home we

41:43need to start giving them a like a

41:44purpose a function to solve a problem so

41:47Microsoft would have started looking at

41:49what do people do in their homes and

41:52people like to write letters they would

41:55type things up with a typewriter you

41:57know they need to type something and

41:58send it to people or mail it so from

42:01here we see the we see like word

42:05processor like Microsoft Word but then

42:09they notice that a lot of people also do

42:10budgets and they also do their taxes and

42:14so from here came Excel and then they

42:19saw that people like to do email and

42:21things and so from here basically came

42:25these different products which then

42:28became the office and this is a key

42:33piece here because without office

42:37without Microsoft Office Microsoft's

42:41computers don't really have a purpose

42:43especially in the beginning I know they

42:44do now but in the beginning and so a lot

42:47of people don't actually know but to

42:49achieve this mission they had to do all

42:52of this including the software there to

42:54drive down the price there to drive down

42:56the size and then to make them more

42:58usable and more practical and by doing

43:02that they were able to achieve this

43:05mission and what's pretty cool is that

43:08while this would have sounded like a

43:09pipe

43:10when Bill Gates first said it back in

43:13the day it really came more than true

43:18because right now there's about 1.2

43:21computers on every desk and in every

43:23home the markets about 120 percent

43:26penetrated right it is fully achieved

43:29more than achieved so this is what's

43:32cool about defining perfection and like

43:36your mission statement but you might

43:38think well if this is already done how

43:40can we make it better and this is why

43:44once you achieve a goal you need to make

43:47it bigger again and so what would

43:49perfection really look like for

43:51Microsoft well I mean size would

43:53basically have to make it invisible and

43:54then cost would basically have to make

43:57it free and then usability you should

44:01just be able to have a thought and then

44:03it just it does it there is no interface

44:06there is no keyboard there is no input

44:08thing it will output thing that you have

44:12to use which are bandwidth constrained

44:14it just you have a thought and then BAM

44:16it just happens right so there is no

44:19size there is no cost usability is that

44:22the speed of thought and practicality

44:25could be anything and everything right

44:28that would be perfection and so you can

44:31see there's no end to this and this is

44:33why this is such a great thing to think

44:35about in business is because you can

44:38really think big and it doesn't matter

44:40how good someone is it doing something

44:43you can make it better like Google has

44:46not built the perfect search engine

44:48Microsoft has not built the perfect like

44:51computer or perfect operating system

44:53it's actually far from it now while

44:56something is really good and don't get

44:58me wrong

44:58Google and Microsoft they're extremely

45:01good companies they're like some of the

45:02best in the world right but that doesn't

45:05mean it can't be better and so I

45:07encourage you as an entrepreneur to

45:10think bigger and think in terms of

45:12perfection don't just try to think about

45:15how can I make some how can I copy

45:18someone else and make it worse than them

45:20I see people do this all the time they

45:23see some

45:23how many making some money doing

45:25something and they're like well if

45:26they're making about 100 grand a year

45:29then if I make my product worse then I

45:32should be able to get a lot half of that

45:34right this is totally stupid like if

45:37you're gonna do that you meant if you're

45:39gonna think and do something you may as

45:41well do something big or do something

45:44worthwhile because if you build

45:46something worse than something else then

45:49it's totally going to flop right you

45:53want to aim to be the best and you want

45:54to aim to invent things and solve

45:56problems that haven't been done yet

45:58and I know that takes some balls and

46:01some courage and some resources so

46:03that's why in the beginning you start

46:05small you just find a net you're

46:06interested in you find a problem that's

46:08small but real you solve it you might

46:12you make some money you start building

46:13up your war chest and then you start to

46:15go big like this and think in terms of

46:18perfection and so you know you might be

46:23thinking well what does consulting coms

46:29mission look like and how do we see

46:32perfection all right it's a good

46:34question and so for us our mission is to

46:44educate every human on earth all right

46:58that is our mission now it's pretty big

47:01so but after watching this video you'll

47:05see why you wants to make them big right

47:07it seems like oh dude it's so impossible

47:10that's stupid why would you try to do

47:12that it does seem impossible but to be

47:15honest I mean if you look back through

47:17history a lot of these things did seem

47:18impossible and I mean it doesn't even

47:21matter if you don't achieve it at least

47:23if you're aiming for something big

47:25you're going to probably be further

47:26ahead than you would anyway so it there

47:28is no real downside to it right and so

47:32here if we break it out we've got

47:34educate and in every human on earth so

47:39here we've got just earth that just

47:41basically means this needs to do like

47:45every human on this planet and educate

47:49all right and so we're really thinking

47:52an education can be in all sorts of

47:55different things right and then every

47:57human that's all the sorts of different

47:59languages and that's basically you know

48:04that's that's huge it's unfathomable

48:06really because how many different things

48:08might someone want to be educated in and

48:10how many different people are there with

48:12all different needs and use cases and

48:15languages and environments and not all

48:18of them meet or even hooked up to the

48:20internet yet but this is the cool part

48:22about it like you've got to think big

48:25and then try to solve the problem and

48:27this is what we're working through every

48:30day right now with my company consoling

48:32calm and so what does perfection really

48:37look like for us and there's a good way

48:40that you can really figure this out and

48:42so I'm a big fan of customer surveys and

48:45every year we send out a survey to our

48:48customers and we ask them a bunch of

48:50questions and we typically incentivize

48:51the survey by giving away something like

48:54a laptop or something so that you know

48:56more people respond and they take the

48:57time to respond properly because they

49:00know there's something in it for them

49:01and we do this and then we analyze all

49:05of the data and we really look at like

49:07what our customers don't like what they

49:10really like and we're base

49:11Klee looking at how can we do less of

49:13what doesn't work and more of what does

49:15work it's basically what we're doing and

49:17then we're basically we there's not

49:22there's a question in the survey which

49:23is one of my favorites and it goes like

49:26this if you could wave a magic wand and

49:29have our product do anything for you

49:33doesn't matter whether it's possible or

49:35not what would it be right this is a

49:38great question I highly recommend that

49:39you survey your customers and somewhere

49:42in the survey have their question and

49:44then the responses are awesome because

49:47people really think ok doesn't matter if

49:49it's possible or not what would I want

49:50and we actually saw a common theme kind

49:54of start threading through and it was

49:56repeating and it was almost verbatim in

49:59its sentence structure and people were

50:02saying I wish you could just download

50:05all of this information and just put it

50:07on a chip and then put that chip in my

50:09brain and then I would just know

50:13everything and be able to do everything

50:14right and you might think well this

50:16stupid at first because it's not

50:17possible right now but it's not a stupid

50:20response because we asked them it

50:22doesn't matter whether it's possible or

50:23not and we asked them this question so

50:26that we can really start to think about

50:27what would perfection look like and so

50:30what people are really saying here is

50:32that and I'll use red for this they're

50:37saying that they want like to learn and

50:45within like learn they want everything

50:48and at a master level so you can learn

50:58things there's different things you can

51:01learn and there's different degrees to

51:03which you can learn them so perfect

51:06would be well I would learn everything

51:07there is to learn and I would be the

51:11best in the world at everything right

51:13that would be what would perfection

51:15would be like and then they want to do

51:19it in

51:22time they want it instantly they want it

51:26now one second and then if it with if it

51:39they basically want to do nothing and

51:47that's basically what perfection would

51:49look like for us is it basically we have

51:54something could be a chip that you could

51:56put in your brain or whatever it could

51:57be could be anything but whatever this

52:02thing does is you learn everything there

52:03is to know at the highest possible level

52:07instantly without any effort right who

52:11wouldn't want that

52:12if we had that we would be well first of

52:16all the world would probably change in

52:17more ways than it's ever changed before

52:20in the history of everything but will it

52:23also be the most successful company in

52:28the world right so this is what's cool

52:31about thinking like this is you want to

52:34think big define the mission and then

52:36break it out into its components and

52:39then you want to interview and survey

52:42your customers to ask them what they

52:45their wildest dreams would be if they

52:46could wave a magic wand and have our

52:48product do anything that they want what

52:50would it be

52:51this together helps us define what

52:53perfection would look like alright and

52:59once we know what perfection looks like

53:01and once we know what our mission is and

53:03what our customers want and along the AB

53:06C's on which improvement must be made

53:08and also the unit of measurement and the

53:13measuring instrument that we can use to

53:14measure all of this then it becomes a

53:18lot clearer about what we should be

53:20doing what projects we should be taking

53:23on who we should be hiring and like

53:26everything right and if you want to know

53:28how to do really well in business you

53:31don't start like a YouTube channel

53:35you don't start like a Instagram page

53:39and start like taking photos of yourself

53:42with these different cars and things and

53:45you don't just get really good at

53:47Facebook ads or really good at at

53:50copywriting or any of this crap you

53:52don't get really good at selling like

53:54really what you want to do is you just

53:57want to find a problem that's really big

54:01that no-one's really sold solver better

54:04than anyone else

54:04and continue to chase perfection and

54:07when you do this you don't really need

54:10to be good at doing anything else like

54:13sales doesn't even exist if you have one

54:15of these things right because it it

54:18doesn't need to be sold everyone would

54:19be running towards it and you don't need

54:22to advertise it at market it heavily it

54:24just spreads right and I think there's a

54:27huge problem in the world right now

54:28where a lot of businesses are just

54:30making copies of other businesses and

54:32what's worse is they're just making

54:34worse copies or copies that are

54:37identical right at least if you're going

54:40to copy someone just make it a little

54:41bit better right because otherwise the

54:43world isn't any better off with you

54:45introducing your shitty thing and you're

54:48not going to be any better off because

54:49your business is going to struggle and

54:51then you're gonna have to resort to

54:52taking photos of yourself in front of

54:55different cars to try and sell your

54:57shitty thing right when you have to

55:00resort to like that it's generally

55:02because your product sucks so bad

55:04there's no other way to sell it other

55:06than by kind of lying and misleading

55:07people all right and so the world it's

55:11pretty twisted with the entrepreneur

55:13market these days

55:14now don't get me wrong there's a lot of

55:16people who are still doing it like this

55:18and trying to do big things but like if

55:23you're going to choose a path to go down

55:24I would spend most of your time working

55:26on this stuff if you spend an hour

55:28working on this and chasing perfection

55:31or if you spend an hour working on

55:33marketing and sales and photos on your

55:36Instagram like this is how you're going

55:38to get big wins this is how you're going

55:40to make real progress and what's cool

55:43about this is you know we haven't even

55:45talked really about money here like

55:47we're not talking about how to charge

55:49people how to like build them how to

55:50like say how to raise your tonality to

55:53try and like get someone to pay you

55:55money none of this like we're just

55:57looking at how can we actually solve a

55:59problem for people really well that they

56:02just will come to us to be like money

56:03and then we provide it to them and

56:05they're happy that they gave us money

56:07and then they go tell all their friends

56:08right that is what real business is all

56:12about it's about this stuff and so

56:16that's basically it for today's video I

56:18just wanted to explain perfection and

56:21the two main mistakes I see businesses

56:23make the first one is they don't solve a

56:25problem they don't ever market and they

56:26don't really have a solution and the

56:28second one is is that when they do have

56:31that and they're making some money they

56:32don't think big enough they don't really

56:34start defining the mission division and

56:37chasing perfection now if you liked this

56:41video just click that like button and

56:43also let me know what you thought in the

56:45comments section beneath this video also

56:48subscribe to my channel because I

56:50release the video like this once every

56:52week along with customer interviews and

56:55other resources like that so that's it

56:58for today's video thanks for watching

57:00and I look forward to seeing you in the

57:02next one soon also next time you see me

57:04I'm about to go get a haircut now so

57:07this mullet is this is the last you're

57:11gonna see of it so if you want to get a

57:12screenshot then all of its glory that's

57:16your last chance because it's going to

57:18be coming off because it is taking me

57:21too much time to deal with it and it's

57:23unproductive so thanks for watching this

57:26video and I look forward to seeing on

57:28the next one soon