Execute These Fundamentals Every Day to Grow a Business to 8 Figures

All right, so listen, I loved Tony Robbins for a long time. I was really surprised, actually, how much I liked Tony Robbins, because when I was growing up, I had this impression of him as kind of being like that sleazy guru salesman type. I didn’t know anything about who he was and what he talked about from afar. Looking at him, I was like, you don’t seem like for me. And then I read his book Waken the Giant, within which he had written 30 years or 20 years before, and I was really blown away by the depth of understanding that he had around a lot of topics. I was left very, very impressed. And so I’ve been a fan of Tony Robbins ever since. However, there’s one thing that he says which I do not agree with, and I want to call it out right now, because I think it’s a trap that we as entrepreneurs can easily fall into.

It’s the trap of massive action. I want you to forget about massive action, because in my experience, success is often simply the result of tiny decisions that are compounded over the span of decades. So tiny daily decisions compounded over decades, that’s what you should be focusing on. I tell my team, we don’t need to get fancy. We just need to execute the fundamentals with excellence. If you do that on a long enough timeframe, you will win. And it’s not sexy. It’s very boring.

And, in fact, a lot of the time, what’s really interesting is a lot of times, I’ll share these thoughts, say, on Twitter. Twitter is a great example of a place that attracts this kind of negative attention from certain people. I’ll put out something like this that says, hey, you need to execute the fundamentals daily. And executing fundamentals wins, championships, all that stuff. And somebody will inevitably comment and, like, this is boring, lame. Tell us something that we don’t know. And the thing is, yes, we all know this. We intuitively understand that the thing that makes Kobe Bryant the best or Michael Jordan the best isn’t the fact that they can do all these fancy, complex things.

It’s just they’re better at the basics than everybody else. It’s one thing to know that, but we don’t execute against that. Like, it’s one thing to intuitively know this or intellectually know this is another thing to actually live it out. And so what I want you to encourage you to think about today in your business is, what are the fundamentals that I need to focus on executing every single day. Now, in a previous episode last week, I talked about, what are the non negotiables that you need to be executing in your own personal life that will help you grow your mindset, your health, your wealth and your skills. So go check out that episode. Those are what I consider the fundamentals of you. But what are the fundamentals of your business that you should execute or be thinking about every single day? So I wanted to share with you the four things that are the most important.

If you want to continue growing a sustainable, scalable, massively awesome business that you love and don’t grow to hate, you need to be focused on these four things every single day. Number one, you need to be focused on generating leads. Your business doesn’t exist without other people to serve your service. Your product only exists in the context of delivering some value to somebody else. If you were the only human on earth, there would be no business, right? There’s no market, there’s no economy, there’s no exchange of goods. So we need other people. And the problem that most businesses have at all levels, I would say up until you get to, you know, high eight figures, is you’re dying of obscurity. That is that people don’t know you have the solution to their problem.

And as David Ogilvy said, we can’t save souls in empty churches. So the most important thing, if you want to scale to seven figures in the next year, here’s the secret. Here’s truly the secret is to make more people aware of what you do. That’s it like, because there’s a certain percentage of people that regardless of how great your product or service is, they’re just going to buy it, right? And so you just need to get in front of a large enough mass of people and you could scale to a million dollars. That’s, that’s truly the secret. That’s what we used at the window washing company. We just knocked on enough doors, made them aware of what we did, we made the offer and then we washed windows, right? You just need to make more people aware. So you need to have a system in place for generating daily leads.

Number two, you need to have a system for converting those leads. This is the next fundamental. Once you have people aware of you, you need to have a funnel that nurtures those relationships, that gets them onto sales calls if necessary. But the goal here is to convert those leads, whether that’s through just a landing page, through an email, through an ad, through a strategy call, whatever the mechanism is for you, you first need to have the leads generated, then you need to have a mechanism for converting those third you need to have a way of delivering the product to your customer. So these are the fundamentals, right? So fundamental, number one, every day you should be spending time generating more leads, then spend time converting those leads, then spend time delivering on those leads. So the best product or the best marketing is a great product, right? And yes, we want to spend an enormous amount of time on generating leads and on converting those leads, but we want to spend just as much time on the delivery of that product because that’s going to become the marketing for future customers through referrals and through word of mouth. Right. Those are three fundamentals.

The fourth fundamental I encourage you to think about is after the transactions occurred, it is in retaining your customers. It’s not enough just to sell the customer, because that’s the hard part. Once you get somebody to buy something, it’s very much easier to get them to buy something else than it is to get somebody else to buy for the first time. And we can only do that if we have a system for retaining our customers. Keep them in the ecosystem, keep them happy, keep them fulfilled, and then put more offers in front of them so we can convert them into a customer again, thus increasing their lifetime value. So those are really for our business. The fundamentals that, the reason I see people not growing their business is usually they’re not doing one of these four things. They’re not generating enough leads, and they’re just focusing on converting the very few number of leads they have.

So they’re getting five leads and they’re like, I’m gonna close, you know, 50%. So that’s, you know, two to three. Two to three customers for those five leads. Whereas if they had 20 leads and they convert at the same number, they’d be doing five x more. Right. Conversely, a lot of people are just focusing entirely on the delivery of their product, trying to deliver the absolute best product. They’re so in the weeds, they’re working in their business. They’re not able to pull out and work on bringing in more, more customers.

And that is usually the result of underpricing your product or your offer to the point that you are the one that has to do it. You can’t outsource it and build a team around the delivery of it. Right? So these are the four fundamentals. I encourage you to think about it in context of your business. What is your lead generation technique? What is your conversion technique? What is your mechanism for delivering an exceptional product? And then what is your technique for retaining that customer base that you’ve already worked so hard to get. So do those things over the course of the next decade and you, my friend, will have an amazing, truly an amazing business that is probably growing and working without you at that point. So if you want help making that happen, go to beyondtheapex.com dot. You can apply to the group coaching program that we just launched and we’ll take a look.

We don’t take very many people into the group because we want to be certain we’re only helping the people that we know with certainty we can help. So if you’re not a great fit, we’ll point out some areas that you can maybe improve in your own operations and say good luck with godspeed. But if you are somebody that we can serve, then we can serve you very, very well. So go to beyond theapex.com, see if that’s a good fit for you and good fit for us, and if it is, we’ll be in touch. Otherwise, keep consuming the free content and that’ll do it for me, my beautiful people. I’ll catch you in the next episode. Until then, stay happier, focused.