How I'd Build an Offer Around the Real Outcome — Transcript

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1. 0:00Why Combinator, if you're familiar with
2. 0:01them, they're like pretty big investors
3. 0:02in Silicon Valley. And now one of their
4. 0:04stipulations is that they want founders
5. 0:06to have lived with the problem for 5 to
6. 0:0810 years.
7. 0:09So whatever the problem that is you're
8. 0:10trying to solve that you're like, "Man,
9. 0:11I just wish this didn't suck this much."
10. 0:14And if you've really lived with it, like
11. 0:15I've had breathing problems for my whole
12. 0:16life. And so like I've always like
13. 0:17thought about like if I were to start
14. 0:18some sort of business around that, that
15. 0:20would be one that I've tried every
16. 0:21solution that's out there and I can tell
17. 0:22you the pros and cons. And I would want
18. 0:24to become, which is point two for you,
19. 0:26is like I'd want to become a customer of
20. 0:27that business. From a from a tactical
21. 0:29perspective, so point two. Um
22. 0:32This is This is service specific.
23. 0:36What I'd recommend doing is giving way
24. 0:38more away
25. 0:40uh than would be reasonable to charge
26. 0:42for. So you start with the kitchen sink.
27. 0:46And you basically keep adding things to
28. 0:48how much you're willing to do for
29. 0:49someone until eventually you're like in
30. 0:51their house cooking them dinner.
31. 0:54And you're like, "Okay.
32. 0:56Would you do this?"
33. 0:57They're like, "Yeah, fine." And you're
34. 0:58like, "Okay, now I can I can start
35. 1:00trimming things from this and thinking,
36. 1:02okay, there's a hundred things that I
37. 1:04could that I am I committed to doing for
38. 1:06these first five people."
39. 1:08It turns out 80% of them they don't
40. 1:09really care about. And I can actually
41. 1:11charge the same price and eliminate 80%.
42. 1:13So it's like get the yes and then work
43. 1:16backwards. Because sometimes it's a lot
44. 1:17cuz with physical products you basically
45. 1:19have to keep iterating on the product
46. 1:20until you get the yes. With services you
47. 1:22can just keep adding and then when you
48. 1:23get the yes work backwards. And so
49. 1:25that's just a tactical thing. And so we
50. 1:26have a story about that is when I was
51. 1:28starting in the gym business um I kept
52. 1:30trying to sell memberships and it just
53. 1:32like really didn't work well for me. Now
54. 1:33that probably was I sucked at sales and
55. 1:35I I didn't really think gym memberships
56. 1:37were that valuable myself. I was a
57. 1:38cheapskate. Um I was like, "I know, 50
58. 1:40bucks a month." Um
59. 1:42You and me, sister. Uh and so
60. 1:44So but then I was like, "Well, what do
61. 1:46they really want?" I was like, "Well,
62. 1:47they really want us to lose weight. They
63. 1:47don't really care about the gym. They
64. 1:48just want to lose weight." And so I was
65. 1:50like, "Well, what would it actually take
66. 1:50for somebody to lose weight?" And I was
67. 1:51like, "Well, I was like, what if I
68. 1:52texted you every morning just to make
69. 1:54sure that like you were you were on
70. 1:56point. What if you you could send me all
71. 1:57your meals every day and I would I would
72. 1:59like make sure that they were matching.
73. 2:01And what if like when you go out to eat,
74. 2:04I'll give you a list on how you can do
75. 2:05that at restaurants. And like, what if I
76. 2:06can I drink? I'm like, you can if you do
77. 2:08it on this this way. And what if and and
78. 2:12and when you work out, do you want me
79. 2:14there with you? Yeah, that'd be awesome.
80. 2:15Okay, I'll do that. And then so I
81. 2:17started adding all these things
82. 2:19and supplements that you probably want
83. 2:20to take along the way. And I had this
84. 2:21big amalgamation of stuff that everyone
85. 2:24needs. Because whenever you're solving a
86. 2:27problem, there's always one another
87. 2:28problem that's going to happen if you
88. 2:29actually solve it, but there's also like
89. 2:30a hundred micro problems. So if someone
90. 2:32joins a gym, it's like, well, they're
91. 2:33like, shoot, I don't have gym clothes.
92. 2:36I don't know how to buy the right food.
93. 2:39I don't know how to cook the food. I
94. 2:40don't know how to store the food. I
95. 2:41don't know how to make food taste good.
96. 2:43I don't know how to work out. I don't
97. 2:45know like there's all these other
98. 2:46problems. And so I was thinking forward
99. 2:48of like, how could I solve all of them?
100. 2:51And that becomes this huge thing. And
101. 2:53then I started offering that and people
102. 2:54were like, yeah, I'll do that. And I was
103. 2:56like, great. But I was able to charge
104. 2:58way more than I did before because I was
105. 3:00actually solving the problem rather than
106. 3:01selling a commoditized solution that
107. 3:02they could price compare me with
108. 3:03somebody down the street. And so
109. 3:06that was point two is give away the
110. 3:08kitchen sink and then trim down to make
111. 3:10it profitable. Cuz in the beginning
112. 3:12you're not worried about that yet. You
113. 3:12want to get people to actually want to
114. 3:14buy your And then you can worry
115. 3:15about the profit.
116. 3:17And then um
117. 3:19the third point that you made
118. 3:20uh
119. 3:21was about legitimacy.
120. 3:24So I see this on the content side, too.
121. 3:26And I'm sure many of you guys see this,
122. 3:28which is, you know, the girl who's an
123. 3:29emotional wreck
124. 3:31giving
125. 3:33emotional advice.
126. 3:35Or the couple that you're like,
127. 3:38and they're like, come to our love
128. 3:39workshop. And you're like,
129. 3:42>> [laughter]
130. 3:43>> I don't know if I want to.
131. 3:46And so um I'm just a big advocate of
132. 3:49proof over everything because
133. 3:52your message is consumed within a
134. 3:55context. So, like Elon Musk can tweet
135. 3:58like, "Shits are awesome.
136. 4:01I'm on the toilet."
137. 4:03And it'll get a million likes.
138. 4:06Because But if you tweet that, you
139. 4:07probably won't. Right? Some people will
140. 4:10be like, "Are you okay? Did someone
141. 4:11steal your phone?" Right? Um
142. 4:13but it's it's consumed within that
143. 4:14context. And so,
144. 4:16I would say that the context on a on a
145. 4:18on a scale from 1 to 100 of the message,
146. 4:2090% of the message is your background.
147. 4:2310% is the actual thing that you're
148. 4:24saying.
149. 4:25And so, I'm not I'm I'm not an idiot
150. 4:28when it comes to the fact that like
151. 4:31I had to go build a $100 million net
152. 4:32worth, have a $50 million exit, all
153. 4:34these other things before people listen
154. 4:36to my podcast. I made the podcast for 5
155. 4:39years. No one gave a
156. 4:41But then when I had objective proof,
157. 4:43then people went back and listened to 5
158. 4:45years of podcasts on road trips straight
159. 4:47through. They're like, "This is gold."
160. 4:48And then they told people. But they
161. 4:50couldn't consume the message because
162. 4:51there was no context around it. And so,
163. 4:53I would say, "Solve for context, and
164. 4:55then the message kind of takes care of
165. 4:56itself." Because also, when you do have
166. 4:58the proof, you also will have the
167. 5:00pudding.
168. 5:01Because you got there. And so, you do
169. 5:03know how to get there. Whereas if you
170. 5:04were on the journey, and I think there's
171. 5:06an element to like documenting something
172. 5:08like, "Hey, we're working on our
173. 5:09relationship." is very different than
174. 5:10like, "Come listen to me for my
175. 5:12relationship." It's I ate this for
176. 5:13breakfast. I thought it tasted good.
177. 5:16Versus this is what you should have for
178. 5:17breakfast.
179. 5:19It's nuanced, but it's different. And
180. 5:20so, um if you're on the come up, I would
181. 5:23stick to how I rather than how to.
182. 5:25And it will protect your reputation when
183. 5:28you're making this content, because no
184. 5:29one can no one can shake a finger at
185. 5:31you. You're like, "I'm just saying what
186. 5:32worked for me. You can do whatever you
187. 5:33want. This is what worked for me." And I
188. 5:35think that will help you get over some
189. 5:37of the creation block for those of you
190. 5:39who do choose to make content to
191. 5:40advertise your stuff. Um and it
192. 5:41certainly has helped has worked for me.
193. 5:43If you like this video and you're a
194. 5:44business owner who wants to break
195. 5:45through your current revenue ceiling, I
196. 5:47distilled every lesson from scaling 10
197. 5:48businesses past 10 million and three
198. 5:50businesses past 100 million into a
199. 5:52completely free scaling road map that
200. 5:54I've used to go from zero to one, zero
201. 5:55to 10, and zero to 100 plus. And so, you
202. 5:57can click here and you can check it out.
203. 5:59Again, absolutely free and since your
204. 6:00business owner appreciates you and
205. 6:02enjoy.