Full transcript
0:00Most business owners try to focus on 100
0:02different things in their business. And
0:03that's why they find business so damn
0:05hard, have to work all day, and always
0:07feel behind. But the best entrepreneurs,
0:10well, they only focus on four systems.
0:13So, in this video, I'm going to show you
0:15what those four systems are, why they're
0:17the most important systems for moving
0:18the needle in your business, and how to
0:20use them to dial in your focus and scale
0:22faster while working less. But first, I
0:25need to show you what a system actually
0:26is. Because most people think a system
0:28is some sort of automation or SOP and
0:30it's not. A system is a group of things
0:32which work together to create a certain
0:34outcome which means it takes a form of
0:37input processes output and then a
0:39feedback loop. So something happens
0:41that's the input that then triggers
0:42other things to happen the processes
0:44which create a result the output and the
0:47efficiency of all of this provides a
0:48feedback loop which can then influence
0:50or change parts of the system. So if you
0:52take marketing, you might have the input
0:54of your target avatar as it determines
0:56your marketing. You need to talk to the
0:58right person for it to work. And in
1:00order to market, you might do a number
1:01of tasks like run ads. Therefore, ads
1:03are a process in your marketing system.
1:06And in marketing, the goal is to get
1:07leads. So leads are then the output and
1:10you can use the performance of your ads
1:12and the number of leads you generate as
1:14feedback to improve the overall system.
1:17But the problem here is that most
1:18entrepreneurs wildly over complicate
1:21business. See, every single business on
1:23the planet only needs two things. It
1:25needs something to sell and needs
1:26someone to sell it to. The more things
1:28you sell to more people, the more you
1:30will grow. And for you to optimize this
1:32process so that you can grow faster
1:34without working every hour under the
1:35sun, there's only four systems that you
1:37need to build. And if you're finding
1:38business hard and it depends entirely on
1:40you, one of the four systems either
1:43doesn't exist or has a bottleneck inside
1:45it which holds it back. So, let me show
1:47you the first system because this is one
1:49that if you master this, everything else
1:51in business will be 10 times easier. And
1:53the best way to explain this is remember
1:55when you were 16 and you're applying for
1:57one of your first jobs? Well, imagine
1:59you're lucky to get that job, but you
2:01never applied any openings. What's the
2:03chances of you getting hired? It's
2:04[ __ ] zero. Well, most businesses act
2:07the same way. They want more customers,
2:09but they don't have a consistent way of
2:11getting more leads. They don't have a
2:13marketing [music]
2:14system. So, the first system that you
2:16need to build is a marketing system,
2:18which yes, that sounds super obvious,
2:20but if you can't reliably predict how
2:22many qualified leads that you'll get
2:23this month, then you do not have a
2:25marketing system. And if you don't have
2:27one, you can't reliably grow. Because
2:29for you to sell more things to more
2:31people, you need a way for those people
2:32to find out that you exist. And that's
2:34what marketing does. It gets people
2:35interested in buying from you. And most
2:38businesses just market whenever they
2:39feel like it. Sometimes they run ads,
2:41sometimes they send emails, sometimes
2:43they post content. It is inconsistent
2:45and it's unreliable. And therefore, the
2:46amount of people interested in working
2:48with you is inconsistent [music]
2:50and unreliable. And therefore, the
2:52number of sales you get is inconsistent
2:54and unreliable. Now, how your marketing
2:56system needs to look will vary wildly
2:59depending on your business and your
3:00avatar. For example, there is no point
3:02doing email outreach to a local plumber.
3:04They're probably not checking their
3:06emails that often. It's not the right
3:07channel for that avatar. The main thing
3:09though is that you have three
3:11components. So you have attract to get
3:13attention. This could be ads, content,
3:14outreach, whatever. Obviously, what you
3:16do depends on what your avatar is going
3:18to be most receptive [music] to. You
3:19then have nurture. So this is where you
3:21warm them up, get them more interested
3:23in working with you. This again could be
3:24retargeting ads, content, emails via
3:26your newsletter if you have one. Again,
3:28depends on you and your business. And
3:30then finally, you have offer. This is
3:32your call to action. You're offering
3:33them the chance to work with you,
3:35telling them, "Hey, we sell this thing.
3:37Click here if you want it." The thing
3:38about marketing is that all forms of
3:40marketing work, right? Otherwise, they
3:42wouldn't exist. Content works, ads work,
3:44outreach works, [music] it all works.
3:46The main thing is twofold. Firstly, that
3:47you have a process to attract, a process
3:49to nurture, and consistently put CTAs in
3:51your marketing to get them to take that
3:53[music] next step. And secondly, that
3:54you choose a channel that your avatar is
3:57actually going to use. Which brings us
3:59to the second system. And without this,
4:00well, your business is never going to
4:02grow. And I mean never. So, [ __ ] it.
4:04Let's just, you know, let's stick with
4:06the job hunting analogy. Imagine as
4:07business owners, it's a bit funny, but
4:09anyway, it it works. Okay, imagine you
4:11applied for jobs and you started getting
4:12loads of replies and you were offered
4:14tons of interviews, but then you turn up
4:16to the interview and you're clueless as
4:18to how it works. So, you wing it, you
4:19didn't prep, you didn't do anything, you
4:20just sort of panicked and you rambled
4:22about how your worst quality is that
4:23you're too patient or too hardworking.
4:25Well, obviously, you're not going to get
4:27the job. And that's exactly what it's
4:29like when you don't have a sales system
4:31in place because you might get tons of
4:33leads, but you're letting them slip
4:35right out the door. So, of course,
4:36business feels hard. So, once you once
4:39people know about you, you need to get
4:41them to buy, which is where your sales
4:43system comes in. And if you want to know
4:44if you need a sales system, ask yourself
4:46that if you stop selling, because often
4:48the business owner is the best seller,
4:49so they keep selling. But if you hired
4:51someone, a competent salesperson to sell
4:53for you, would they know exactly how to
4:54sell for your business? If not, then you
4:57do not have a sales system. Now again,
5:00how this looks will depend on you and
5:01your business and what you sell because
5:03your sales system might just involve a
5:05landing page on a website or maybe it's
5:07a sales rep in your store or a sales
5:09call or an offer dock or proposals.
5:11Typically, higher ticket, more expensive
5:13stuff [music] involves some level of
5:15persontoerson selling with a sales rep,
5:17while less expensive things don't. But
5:19either way, whether you sell via person
5:21or via a website, you need five
5:22components. You need to capture their
5:24attention. [music] This is typically via
5:26a hook on your landing page. If it's
5:28crap, they don't read the rest of it.
5:30So, the hook needs to be good. If it's
5:31on a call, well, you've already got
5:33their attention and instead, this
5:34[music] could be your show up process to
5:36make sure they actually show up to the
5:37sales meeting. You then want to qualify.
5:39So, make sure that they're the right fit
5:41for the thing that you sell. Then you
5:43diagnose. So, pinpoint their specific
5:45problems and pains. Make them make them
5:47know that you understand them and can
5:48help them. Then you offer. So, make the
5:50offer to them. Say, "Hey, this is what
5:52we sell. This is what you get." Then you
5:54close and you get them to buy. Now,
5:55depending on how you sell, those five
5:57steps might happen across your sales
5:58page, via your copy or via the
6:00conversation you have in your sales
6:02meeting. And if you have all of this
6:04built out for your business and the
6:06things that you sell, you'll be able to
6:07give this system to anybody, train them
6:09on it, and get conversions and sales
6:11without you having to do it. But
6:13something you have to be careful with
6:14when it comes to sales problems is that
6:16sales problems aren't always sales
6:18problems. [music] Maybe your marketing
6:19is [ __ ] so it brings in the wrong
6:21people who are not qualified for what
6:22you sell. Or maybe it's a terrible offer
6:25which nobody wants to buy. It could also
6:27though be a [ __ ] salesperson which is a
6:29sales problem and they need trained up.
6:30Either way, you need a sales system. But
6:32just be aware that sales problems can
6:34come from other areas of the business.
6:36And that brings us to the third system
6:37which in the long run is the system most
6:40likely to create the exponential results
6:42that every business owner wants. But it
6:44is often the most overlooked because I
6:46mind when I used to run my ghost writing
6:47business a few years back. I was able to
6:49get clients results myself. But as I
6:51started to scale, I would hire
6:52contractors and I would hire based on
6:54their ability to write content. But when
6:56it came to writing content for my
6:57clients, the results were they were
6:59bloody [ __ ] There's no nicer way to put
7:00it. It was as if they had never wrote
7:02content in their life. And of course, I
7:05blame them. But in reality, it was all
7:06my fault because I hadn't built out my
7:08delivery system to tell them how I want
7:10things done. And this happens so [music]
7:11many business owners because they do a
7:13lot of delivery to start. But as they
7:16grow, of course, you do less. And to
7:18you, it's incredibly simple. what needs
7:20done. It's your bread and butter. To
7:21deliver an amazing product or service in
7:23an efficient way is so natural to you,
7:25but it is never as clear to someone else
7:27as it is to you. So, as you delegate
7:30delivery, standards might slip and
7:31everything becomes inefficient, [music]
7:33which leads to you picking up the
7:34pieces, stressing out, customers get
7:36annoyed, and it ain't good. But if you
7:38can deliver an amazing experience for
7:40your customers, they'll buy again.
7:42They'll refer others which makes a
7:44delivery system in the long run the most
7:45important system you [music] can build
7:46due to how it compounds primarily of LTV
7:49to CAC. Now again this will be entirely
7:52unique to your business and what [music]
7:54you sell because two businesses selling
7:56the exact same thing will each deliver
7:58that thing slightly or maybe massively
8:00differently. And look you'll notice that
8:02I keep saying that each of these systems
8:03depends on what you do in your business
8:05which might seem annoying but it is
8:07[ __ ] true. Okay? I cannot tell you
8:09the amount, the number of clients who
8:11have come to work with me in the MOS,
8:12link is in the description, by the way,
8:13who have copied or been given some
8:16cookie cutter system only for it not to
8:18work. Well, it doesn't work because it's
8:20not based on how you do things in your
8:21business. It's why I work directly with
8:23the business owner. So, these systems
8:25that you build in your business when you
8:26work with me are entirely bespoke and
8:28unique to your business, which is why
8:30they work [music] and why you can stick
8:31to them. So, if you do want to build
8:33systems in your business that work so
8:35you can work less, go faster, stop being
8:36on the bottleneck, click the link in the
8:38description below for more information
8:39on how you can work with me. But anyway,
8:41this delivery system, well, the
8:42complexity will vary wildly based on
8:44what you sell and the demand on what you
8:46sell. But no matter what, you need it
8:48systemized so that you can streamline it
8:50and make it consistently good so you can
8:52deliver that worldclass experience and
8:54product. And to make it good, one of the
8:56most important things you need to do is
8:58define what good actually means. Because
9:00most business owners will have a vague
9:02standard like do a good job, give good
9:04customer service, get results. Like who
9:06the [ __ ] does that help? It helps
9:08nobody. Instead, what you need to do is
9:10define the outputs that you're trying to
9:11achieve through delivery. So, for
9:13example, if you run a coaching business,
9:15it could be time to first client win,
9:17implementation rate, response times,
9:19whatever. If you run a construction
9:20company, maybe the goal is to keep a
9:22maximum defect rate or customer
9:25satisfaction or keep delays below a
9:27certain percentage. For ecom brands, you
9:29could do shipping time, return rate,
9:31repeat purchase percentage, LTV,
9:33whatever. It'll depend on you and your
9:35business. But get clear on what good
9:37looks like and then systemize how to
9:38achieve it so that your team can also
9:40achieve it. But here's the thing, those
9:42three systems are all useless if you do
9:44not have this fourth system. So, let me
9:45show you. See, when you started your
9:47business, the demand for what you sold
9:49was low because you were new. Not a lot
9:51of people knew about you or your
9:53business, etc., etc. And so, the demand
9:54on your time was also low relatively.
9:57But as you grew your business, as you
9:59grew, the demand increased, which meant
10:01the time, the demand on your time also
10:02increased, which is when you'll have
10:04hired a few people. You'll have tried to
10:06delegate. What you'll probably have
10:07realized is that so much of the business
10:09still relies on you. And that's a
10:11problem because you only have so much
10:13time, which means you can't keep growing
10:15because your time can't keep up with the
10:16demand because your business still
10:18relies on you and you are the
10:19bottleneck. Well, the way you fix that,
10:21so you stop being the bottleneck and so
10:23that you can keep growing without
10:25working every hour under the sun is you
10:27build your operating system. This is how
10:29everything in the business happens so
10:32that it can happen without you doing it.
10:34So for your business to stop relying on
10:35you so it becomes scalable, you need to
10:37focus on five areas for your operating
10:40system. Firstly, we need to look at
10:41direction. So where are we going? This
10:43includes annual and quarterly goals,
10:45priorities, strategy, resource
10:46allocation. Again, can differ depending
10:48on the business and the scale. Secondly,
10:50ownership. So, who owns what? Meaning,
10:52[music] you have your work structure,
10:53your rules, your decision rights, your
10:55accountability all clear and all
10:57documented. Then you've got execution.
10:59So, how does work happen? You need
11:01processes, SOPs, delegation, and project
11:04management. The fourth area then is
11:05cadence. So, when do you coordinate?
11:07This includes weekly meetings, planning,
11:09reviews, oneto ones, quarterly rocks.
11:12And then finally, you have information.
11:13So, how do you know what's happening? So
11:16for this you need clear KPI, scorecards,
11:18financials, and feedback. When you're
11:20building your operating system, you
11:21essentially need to go through those
11:22five areas. And you need to document
11:25everything clearly to the point where
11:26you can essentially plug anybody into
11:28any aspect of your business and they'll
11:29have a full understanding of what they
11:31need to do, how they need to do it, and
11:33when. This way, you can hire and
11:35delegate without the business
11:36bottlenecking on you, and it becomes
11:38scalable. But here's the problem. I've
11:40just given you four big systems to
11:42build, and you need to build all four,
11:44right? But this is where most
11:45entrepreneurs go wrong. They go down one
11:46of two paths. You'll watch this video,
11:48right, and you'll think, "Great, let me
11:49go build all four." Or you'll think,
11:51"Fuck, this sounds incredibly
11:53overwhelming." Okay, especially if how
11:54much you already have going on in the
11:55business. So, let me make this really
11:57simple for you. Yes, you need to build
11:59all four of those systems. But your
12:01business will grow the fastest when you
12:04identify the system that is currently
12:05constraining it. This is essentially
12:07theory of constraints, which is there's
12:08only ever one constraint in a system,
12:10and until you fix it, nothing else
12:12matters. So, you need to identify which
12:14of the four systems is your current
12:15constraint. Which do you need the most?
12:17And then you go all in on building it
12:19until it's built. Then you repeat this
12:21way. You'll not get overwhelmed and
12:23you'll make so much more progress so
12:25much faster. Now, there's two ways to do
12:27this. The rough way to do this is ask
12:29yourself these questions. Do you have no
12:31leads? Then that's a marketing problem.
12:33So, if you've got plenty of delivery
12:35capacity, but nobody is interested in
12:36buying, focus on marketing to get more
12:39interest and more leads. But if you've
12:41got leads but not enough customers,
12:43that's a sales problem. So you don't
12:45necessarily need more leads, you just
12:47need to convert more of the leads that
12:48you already have. Or if your sales are
12:50good, but your customers are unhappy or
12:53your team is drowning, that's a delivery
12:54problem. And more marketing or sales
12:56will actually make the business worse.
12:58So fix fulfillment first. Then if
13:00marketing, sales, and delivery are all
13:02working great. But everything still
13:03requires you and you know you're
13:05stressed out and your time is stretched.
13:06That's an operating system problem. The
13:08constraint is the organization's ability
13:10to execute to fight you. Now that is the
13:12rough way and you'll likely have a good
13:14idea and be going in the right direction
13:16if you use it. But the second way and
13:18the proper way is to using the feedback
13:20loops of each system. So remember a
13:23system is an input something happens
13:25process which is more things happening
13:27typically tasks output the result and
13:29then the feedback loop. All the things
13:31you do in each system are processes.
13:33There are tasks which help you achieve
13:35an output. You can measure data for each
13:37process and the output of the entire
13:39system to see the performance of each
13:41system. Hence, you can use data or the
13:43feedback loop for each system to
13:45identify your constraint. That's the
13:46right way to do this. So, if you want to
13:48see how to track that data and how to
13:50use it to find the constraint that is
13:51holding your business back, click the
13:52video on screen now and I'll show you
13:54exactly how to do