Part 1 - The Missing Piece In Your Business
Before we start...
This manifesto is on the “controversial” side of things - it’s most likely not aligned with what you see or hear online, but I am a Bizness Rebel, so I call it like I see it, not how it fits my agenda. I’m probably not making friends publishing this, but what’s right isn’t always popular and what’s popular isn’t always right. So, let’s go.
This is why your business doesn't work
What I’m about to tell you is probably the most powerful stuff you’ll be exposed to in the process of starting, running, and growing your business online.
This is stuff nobody tells you about because the industry doesn't care about your success, they care about their own funnels, upsells, and beefed-up bonuses that elevate the price of their programs and drive their cash flow.
The insight I’m about to give you is used by the biggest businesses out there, businesses like E&Y, Deloitte and other big, multinational corporations.
How do I know? Because I’ve had the pleasure of working in those corporations and consulting for other major corporations.
These concepts aren’t “new” - they’ve been taught in business schools, discovered and executed by successful entrepreneurs throughout the world, yet sadly, ignored by masses of online entrepreneurs.
It’s not a magic pill - far from it, actually.
The reason why what I’m about to tell you is not popular is because it involves three things: hard work, patience, and honesty - things a lot of online entrepreneurs don’t have.
The current state of online entrepreneurship is based on claims of ‘10k followers in 48 hours’, ‘$100k webinar formulas’, and ‘Facebook™ ads automation tools’. It’s all so far from what true business is that it literally hurts to watch the wasted time, money, effort, and ideas.
When I attend an Internet marketing event or meet people online it’s painful to see how almost everybody approaches running their business the wrong way.
It hurts even more to see “gurus” on stage boasting about their short-term results and recommending tactics that have the propensity to do more damage than good.
“Do the work. Everyone wants to be successful, but nobody wants to do the work.” - Gary Vaynerchuk
The ugly truth
You’ve been tricked by the conversion masterpieces out there. This gets me heated and is such a trigger for me, so please accept my apologies as I go a bit deeper and get more direct here with some potential “parental-advisory” words.
I mean, WTF is wrong with this industry? What makes you think that getting 100k new followers on Instagram will make your business?
Have you EVER seen Tesla, Apple or Google running an IG campaign to generate more followers? Have you seen those companies running a webinar funnel? Have you ever signed up to receive a PDF lead magnet from them?
I didn’t think so. And you know why? It's not because a lead magnet funnel is bad. But because it makes no sense for their strategy.
Multi-billion dollar companies that do their business online do not apply the gimmicky tactics that everyone out there is trying to sell you. Because those tactics make no sense for their strategy.
But, the get-rich-quick, ‘one webinar away’, ‘automate your business’, ‘get new followers’ approach is what sells, so the industry sells it to you.
They perfect their messaging, hire direct response marketers to squeeze the last bit of money out of you by hitting on your emotions, logic, and fear.
It fucks with your mindset and your expectations and it clouds your judgement. You forget about the basics, the fundamentals of what makes the business a money-making establishment.
Basics like business strategy and business models.
Yes, building a business strategy or a business model sounds boring compared to hitting 100k followers on IG using shady tactics and posting pictures that get the best “reach” and “engagement.”
But who the fuck cares about those followers or your beautiful funnel when you don’t know what to sell, the offer doesn’t convert (because you focused on followers, not creating the business), and you don’t even know what your strategy and business model?
You’re trying to start from the end
Yes, building business fundamentals is less sexy, but it actually WORKS. It always has, and always will - because to have a business, you need to build one, starting with the foundations.
Ok, let me illustrate the problem the easiest way I can. Here it is on a silver platter.
This is how the online “gurus” tell you to build your business:
They sell you the "best email headline", the "best landing pages", the "best scarcity methods", the "best webinar scripts" to use, the "best offer" frameworks. All random tactics. These are all random elements that people sell you. And all of them have ZERO chance to work because, even if you have the best “formulas”, you don’t have the “glue”.
This is the proper way (the glue) to approach your business (and anything you do):
Your Values -> Your Goal -> Your Strategy -> Your Tactics (what everyone sells you is the LAST piece)
Your Values: this is your WHY you do what you do.
Your Goal is the WHAT you want to achieve. Yeah, I know "more sales", but what exactly, specifically is your goal?
Your Strategy is HOW you will achieve your goal (long-term).
Your Tactics is what actions, tools & vehicles are you going to use to make the strategy happen.
See the difference between what you are being sold and what you should be doing?
See how much you are missing out?
See how much time and money you are wasting when you focus on RANDOM tactics that take you nowhere?
See how you’re trying to start from the end?
You have been focusing on the wrong thing
When you focus on the wrong stuff, it’s as if you were to buy a monthly car wash subscription for a car you don’t have.
The whole industry made us focus on the wrong (vanity) metrics - the social media engagement, the number of funnels we build, the number of followers, email subscribers, webinar attendees...but, all of it won’t matter IF you don’t have the proper strategy in place.
Dudettes and dudes, you have been focusing on the wrong thing and applying your potential to the wrong element. You’ve been tricked into believing in and focusing on the wrong metrics and KPIs (Key Performance Indicators). It messed with your mindset, your beliefs, your goals, and your expectations.
Time to wake up, my friend. It’s time to stop spending time and money on the gimmicks and “nice-to-haves” and start building your business.
You’ve been most likely following the gurus of the internet, impressed by their results and excited by the potential results you could have when you apply their tactics. But, when you do buy their $2,000 online course in a haste because the price goes up to $7,500 in 12 minutes, and you will lose the opportunity to buy their 28 bonuses (that you’ll never even open and that will just fuck with your head and slow you down even more), and when you add their upsell that they convince you that you need...when you finally reach the purchase confirmation page after accepting or rejecting all the upsells, down-sells, cross-sells, and when you apply what they teach, you eventually realize two things.
You aren’t getting the results you were after. You applied all the magic formulas, spent so much time and money, and put so much hard work in, and yet, you are in the exact same spot (minus the course cost that vaporized from your bank account). No movement. All the hustle, all the busyness, and the lack of progress and results still remain.
Strategy first, tactics second
One thing you need to understand is that the tactical details change and shift all the time. Email marketing, messenger bots, text messaging funnels, Facebook, Instagram, TikTok, long webinars, short webinars, lead magnets...all of it evolves and changes constantly. But, the strategic layer of business changes very rarely.
Your strategic layer should form the foundational approach to building your business and the tactical piece should be a current vehicle to execute on the high-level strategy.
It doesn’t work the other way around.
Strategy first, tactics second - tactics that fit the strategy, that fit your business model, and that push your business forward.
Sadly, most online entrepreneurs are focused on the tactical piece - the webinars, the funnels, the advertising campaigns, and email sequences...
Your problem isn't that you don't know how to deal with all of these tactics and traffic ideas. You're smart. Your problem is that you're a Tactical Opportunity Seeker, when you should be a Strategically Focused Entrepreneur.
On top of that, you suffer from the so-called Shiny Object Syndrome (S.O.S.) - aka: being a "squirrel-entrepreneur." You're jumping from one idea to another, buying app-sumo deals, attending webinars, and being an "info-junkie."
When you behave like that, you’re not focused on the one thing that will move the needle forward in your business, and your energy becomes scattered across multiple activities that do not bring the expected results. Instead of executing one solid strategy and building a solid business foundation, you jump from tactic to tactic instead.
“When people are overwhelmed, they do nothing.” - Tony Robbins
This behavior creates chaos, confusion, overwhelm and lack of clarity.
And when you're not clear on the next steps, you can’t focus.
And when you can’t focus, you develop your "squirrel entrepreneur" side and the S.O.S.
The truth is YOU HAVE THE POTENTIAL to achieve the results you're after. The reason you haven't been able to reach the results so far is because you were NOT focused (yeah, you squirrel) and you were applying the WRONG method to achieve the outcome (you were jumping from idea to idea, sucked into guru-funnels with no strategic plan).
If you’re constantly trying to beat the system, bouncing from biz idea to biz idea, if you’re constantly thinking that one of these “things” you’ve been sold and told to do are no longer true or no longer work, if you’re bouncing from topic to topic, then you are suffering from Shiny Object Syndrome.
You need to be a Strategic Entrepreneur.
Now, you have two options:
Stay where you are
Go back to the approach you’ve been applying - go fast, chase all the shiny objects, tools, and products with no time for implementation. Be a “squirrel entrepreneur”. Stay in the “confusion” zone and see no results in the end.
Have a life with no frustration or confusion, and achieve results.
“Success is hard on the frontend and easy on the backend. Failure is easy on the frontend and hard on the backend” -- Myron Golden
If you choose option 1, totally fine, but you’ve been warned. You might be wasting time, potential and money.
If you choose option 2, and you want to be a Strategic Entrepreneur, let's continue...
- 1The approach to building and growing your business is all upside-down and you need to flip it on its head.
- 2Buying stuff that looks like it will get you quick money is likely to get you no results.
- 3I’m not passing moral judgment on your business model and decisions, but you can’t escape the long-term consequences of focusing on tactics that don’t make sense.
- 4Lacking business fundamentals is a true curse that causes lost time, money and potential.