Today on the More Cheese Less Whiskers podcast, we're talking with Blas Carrasco Phoenix, Arizona, and we had a great conversation because he's in a position that a lot of people find themselves in.

Often, people learn how to do something with marketing, you successfully apply it to your own business, you get results, you start sharing the ideas with other people, and you start getting individual clients that you're working with.

This is exactly the position Blas is in, and he's experiencing a lot of the challenges we see as people look for ways to move their new business to the next stage.

We talked about a scalable model that he can syndicate. You've heard me use those words before, but I think this is an amazing time in history where scaling a model you can syndicate is more possible than any other time.

This was a great discussion about it. I'm excited to see what Blas does with the ideas, and you are going to get a lot out of the episode too.

Show Links:
ProfitActivatorScore.com
BreakthroughDNA.com
EmailMastery.com

Want to be a guest on the show? Simply follow the 'Be a Guest' link on the left & I'll be in touch.

Download a free copy of the Breakthrough DNA book all about the 8 Profit Activators we talk about here on More Cheese, Less Whiskers...

 

Transcript - More Cheese Less Whiskers 182

 

Dean: Good morning.

Blas: Good morning, Dean. How are you?

Dean: I am so good. Listen, how do I say your name?

Blas: Yeah. It's Blas. So an easy way to remember, it's like Las Vegas but with a B in front of it, Las Vegas.

Dean: There we go, Blas. Okay. Perfect. I didn't want to get that wrong. Welcome.

Blas: Thank you.

Dean: Where are you calling from?

Blas: From Mesa, Arizona.

Dean: Oh, nice. Okay. Are you guys on lockdown?

Blas: Yeah, pretty much. It's a little weird walking around and everybody's in masks.

Dean: Yeah. I bet. Phoenix was actually the last place I was, last place I traveled. So we've been pretty much on lockdown ever since.

Blas: Yeah. It's strange times.

Dean: Yeah. Well, more time to hatch evil schemes and talk about marketing. So I got excited about that.

Blas: There you go.

Dean: So Blas, what's up? What's going on? Tell me about what you're working on and maybe a little bit about the backstory here.

Blas: Sure. So my backstory is for almost 10 years, I ran, what I felt was a pretty successful martial arts school in Texas and about in 2014, realized it was going in the wrong direction so I got the right coaching and started learning a lot about marketing and advertising and really was able to turn the business around, and significantly grow the business. Then I realized that there were so many aspects to it that I had learned that was really contributing to the growth of the gym. So as time went on, I realized it was time to move on from that business and I was really enjoying marketing and probably in, I would say 2017, maybe 2016.

I got really into the I Love Marketing. Like you and Joe Polish, I was exposed to that through my business coaches. We saw Joe speak at one of the martial art business events in New York. So that's really what sparked my whole interest in marketing and then...

Dean: Oh, that's great.

Blas: From there I was like man, I really enjoy this. Then it was just a rabbit hole from there. I got started diving more into your content. I'm really big into Ben Settle stuff. Then was exposed and became good friends and started being taught by Shane Hunter here in the Arizona area and in the areas of internet marketing and stuff like that. So I just really dove in. I love this so much. So 2018, decided to sell my gym. So we sold the gym, sold our house, packed our dogs and moved to Arizona. I didn't really start getting serious about my... Because right now what I'm doing is I'm offering basically content creation, digital marketing or social media marketing and email marketing to martial arts gym owners now.

It's not really where I want to stay. That's not the niche I want to stay in. I just started there because I really understand that industry pretty well. So where I'm at now is I have four clients now on retainer and I do their email marketing campaigns, their sometimes daily emails. We usually have say between three and four a week, and then all of their daily content on social media as well as any Facebook advertising.

On the other side of that though, they utilize me in a different way because that's how I positioned it. I'm also like an advisor to them. So I'm like a sounding board. We help come up with ideas. So it's not just I'm the marketing guy and I'm left alone. It's like a partnership.

Dean: Right.

Blas: So that's kind of where I'm at. Now, I'm just like, "Okay, what's my next step, I guess?" Or kind of ensure the next direction I need to go into. I would love to, in an ideal world my dream would be to have a kind of be my own version of the Ben Settle type. Be the client list guy that has this amazing amount of information and knowledge that can be shared and replicate the membership model that was from the martial arts and try to do that digitally because I found that that's where I'm my best.

When I was teaching martial arts in the dojo, impacting lives, helping people improve their lives, sharing my knowledge. That's my wheelhouse. But I don't really want to be a teacher of martial arts, but I still want to help people improve their lives and their businesses. Now, I'm just like, "Okay. Well, how do I take maybe the principles that I did in martial arts, apply that to business and marketing and maybe even like personal development and then create a digital platform that I can now do that." So that's kind of where I'm at.

Dean: So doing that in a way through, I mean just helping the martial arts of teachers. Or what do you call them, coaches, teachers?

Blas: They all go by different titles, but they're instructors.

Dean: Instructors, okay. So martial arts instructors. So helping them, does that fulfill that part of you? Does that help you if you had a large group of martial arts instructors that you're coaching helping. Would that meet that need for you or is it something else?

Blas: Not really. I mean, a little bit. A little bit of it, I think. It's just I feel like I just need to, I guess, come out of my shell a little bit and I want to read more people because I know there's a lot of people out there that are small business owners especially that they're just struggling. Especially now. They're kind of in the dark. They don't know what's going on. I guess that's kind of the dilemma I'm at right now. I enjoy what I do. Obviously, I want to continue it in some respect, but my passion really is I love writing. I love writing emails. I like creating the creative that goes along with that too with the exception of video because I'm awful at video. I have friends who really like a video. That's what I enjoy. I enjoy that personal connection and helping people get the personal connection, but I also enjoy that too for myself.

Dean: If we're starting, if we look at everything we do on this podcast, the approach that I take is this is about applying the eight prophet activators to a business. So we would go through and look at in the conversations that usually focuses on the before unit that we would call it. But we've got to start with the during unit. So you're in a stage where you're kind of unsettled sounds like on what the actual business is. So it might be a good idea to help you think through that because you want to get that right before you turn on the marketing side of it. So if I look at hearing what you've said, you're subscribing what... So I ask people, what would be a dream come true for you? What do you want your days to look like? What is it that you want to do? It sounds like you like to write emails, you like to create content except for video.

Blas: Now, I like being on video but I'm not a techie guy when it comes to that stuff. I enjoy the content creation, I enjoy the copywriting and the email stuff. I enjoy that storytelling I guess and creating the connection is really what I enjoy and sharing any bit of... Either sharing my knowledge with other people that need it and helping business owners get their message out to the people that need to hear their message. That can be a challenge sometimes because you're trying to figure out, what is your message. If your message is not my message and then crafting it in a way that still sounds personal.

Dean: There's different ways to think about this right. Ultimately, it comes down to are you going to make custom drapes or are you going to make ready to hang drapes? This is something that I learned from a good friend whose father on the drapery business. One of the things that they discovered is if you're doing custom drapes, you're making one-off products all the time. It's a lot of work. You have to kind of get the measurements and find out what they want and what they and then cut to measure. Then you make it and you deliver it for one person. But as soon as you're done with those ones, then you have to get another customer who wants to make custom drapes as opposed to getting the most popular window sizes and making drapes that are beautiful drapes that are ready to hang for the most popular four by six window or whatever the window size is and selling a lot of them.

Your manufacturing and then selling a lot of those drapes. It's easier. So when I look at it, it's the same kind of thing. If you're creating custom content and custom coaching and advising and working with different types of businesses to figure out what their message is and get their message out that that's custom drapes. You're limited to your capacity for that. Whereas if you take something like martial arts instructors and you have specialized knowledge in martial arts instruction communications, like how to communicate the message of martial arts to consumers so that they get introduced to it and excited about it and motivated to try martial arts and deliver the before unit for a martial arts instructor so that they can plug in your content and get the result called a full practice or a full dojo where they've got all of their classes full or their calendar full. They've got a full client load.

I would imagine just like in any specialist business, there are... I put it in with professional practices, dentists, and chiropractors, and doctors, and anybody who has gone to school or develop specialized knowledge to be a practitioner of anything. The thing that they really want to do is be a practitioner of the specialized knowledge that they have. Like a martial arts instructor, if you gave them their preference, they would just love to have a full class of students to come in and teach, and instruct, and run their programs helping people develop their skills as martial artists, and never give any thought to being a marketer or running the business or...

Blas: Yeah.

Dean: Right? That's the thing. You'll get instructors. Anybody in that same kind of situation. Does that make sense? Is that true?

Blas: Yeah, that is true. That makes a lot of sense actually.

Dean: Right. So let's talk about both of those separately because what I want to look at for you is what is your preference? Would you see yourself like this is kind of the interesting difference is would you see yourself happy as creating this content and being the world's greatest communicator about martial arts and have all of these other martial artists kind of using and distributing your information and helping people, or would you prefer to apply this to all kinds of different businesses doing original work every time? How did that land for you?

Blas: Doing the custom work for individual businesses, it could be varying. It doesn't seem appealing to me. For one main-

Dean: Right. That's the thing. You want to know what you're doing. If you should have one focus on that everything you're doing is you're communicating about martial arts and the value of that, and all the ancillary things that go along with it. You're furthering and developing supporting communications for martial artists instructors.

Blas: Sure, yeah.

Dean: That's the most relaxing thing because you get to focus on one thing and you build some equity in that. It's then just finding more and more, and more martial artists who subscribe to your content for their business without having to invent new stuff for new businesses. It's a really clean growth model because it's not going to be any more work for you to have 10 people, 100 people, 1,000 people benefit from it. It's clean, scalable growth.

Blas: Right.

Dean: It would be difficult to help 10, impossible to help... Not impossible but very trying to help a hundred businesses in different businesses. Very logistically a nightmare. It's not scalable that way.

Blas: Yeah. And that's what I'm definitely finding out to be true because with the four clients, I'm thinking, "Okay, I've got four clients. I can't imagine adding four more."

Dean: That's exactly right. That's exactly right.

Blas: That's where I was really thinking okay, this is just not scalable in the way that I need it to be or that I would like it for it to be.

Dean: Right. And so that's the first awareness. That's the first  awareness is just to say that okay, so what you really want to do is you would... There's the thing. Part of it is that it sounds like you really enjoy the marketing and communication and all of that of a martial arts business. But it sounds like you're not that interested in actually being the martial arts instructor or practitioner. That's the thing.

Blas: I still love training in the martial arts and being the student of the martial arts, but I don't have a desire to ever run a school again. In the future, I think whenever I iron this out, whatever other niche I can get into later down the road in another few years or whatever, well then that's a different story but I could repeat the model.

Dean: That's the whole thing is that's what it's about for you is to think about how that model works. You just think about yourself, appoint yourself to the position of marketing director for a martial arts studio or dojo or whatever for a martial arts instructor. Whatever you're doing for one is going to benefit all of them because they all have the same basic needs. they need to find new students. They need to introduce them to the martial arts. They need to bring them in. They need to get them on a program and then nurture a lifetime relationship and orchestrate referrals.

So they all have those same needs and everything that you create to help one of them with any one of those goals is applicable to the others. Have you developed some stuff that you used in your business, that you've used for other businesses? Do you have a specific advertising program or a postcard or Facebook ads or something that you used to attract new clients? What are your capabilities in your tool belt there?

Blas: Sure. So when I ran my martial arts school, there were different tactics and things that I would do that we're still based off of the bigger principles. So for example if I were... One of the first things I adopted in 2015, 2016 was the idea of sending daily emails. So I'm finding is a lot of schools don't even leverage their email lists. So what's happening is like take one of my clients. He was sending before me one email a month and it was a very salesy pitch on, "Hey, buy our paid trial. Six weeks, blah, blah, blah, blah, blah. And that was it.

I went in and I looked and I was like, "Man, you don't send any correspondence at all through that." I guess that's why I really fell in love with email because that was the first strategy I implemented with my martial arts school that yielded me very consistent paid trials every month. Even if I didn't do... In fact, it was kind of a bad thing because it worked so well that I would get lazy on the Facebook marketing and be like, "I'm not going to do any Facebook ads because I know I can get at least 18 paid trials for the month and sell each one at $69 and convert more than half of those than the actual full-paying members. I'll be okay."

So it did make me a little complacent because the email thing worked so well. So that's the first place I always start with guys is like, "Man, let's look at how you're leveraging emails first because there's a lot of low-hanging fruit there that these people, they weren't..." At the time that they got on your list, they weren't ready to buy but that doesn't mean that they're never going to be ready to buy because they got on your list. At one point they were interested in something related to martial arts. So why not communicate to them your best stuff but tailored to them.

So I think that's where a lot of martial arts go wrong. They don't understand that, one, there's multiple avatars that are on your list and it's okay to speak to one of them and then change the persona of who you're talking to maybe the next week or even the next day. So that's the first place I start and that's where I can usually start getting them almost immediate results.

Dean: Because they typically have a list already.

Blas: So let me see. Three of the four right now have a decent-sized list of over 4,000. That's kind of like a big deal for a local martial arts.

Dean: Sure. Of course it is. Hey, listen. One of my favorite things that I ever saw, I used to run when they allowed full-page ads in Success Magazine. I was running one for the Email Mastery book that was talking about the amazing nine-word email that revives dead leads. I was talking all about that and offered the Email Mastery book at emailmastery.com. So people would go there, opt-in, and then I would invite people to come to a... Not a webinar, but a teleconference where we were going to brainstorm and talk about nine-word emails and subject minds.

One of the first guys that I recorded all the calls because I wanted this to be just a pure brainstorming thing. These are people that I didn't know but one of the first guys that I had never met, read the ad, got the book, sent out a nine-word email for his jujitsu program. He just sent out an email and said, "Hi, Blas. Are you still interested in learning jujitsu?" And that was it. He sent out these message. So he got five people to sign up for his $1,800 program by sending that to his list of, I think he 2,200 people or something at the time.

It's like the same thing you were talking about, send once a month something with sales offer but he sent that, "Are you still interested in learning jujitsu?" That nine-word email and generated all these people. So that's certainly a magic trick that you can do with any martial arts business, right?

Blas: Yeah. That's a funny thing. That's the first strategy I use with my clients, the nine-word email. Because when I first heard it from someone who heard it from you nine years ago. When I did it for my school, I got, I think it was 125 responses in under 48 hours or something like that. It was some crazy amount of things. So I ran it for a client of mine and he said, "Dude," he goes, "I don't even know what to do. I've had to cancel all my other things because I'm responding to emails all day." I was like, "That's a good problem."

Dean: Yeah, exactly. It's so funny. That's the most common thing that people just get blown away by what happens. Then a pure thing like this when you've got a list that is purely interested in one thing, it's just so... You haven't done anything like that. It's just there's so much pent-up interest in it. Now, by the way, in a lot of ways, I send that nine-word email every single month. I have a company called 90-Minute Books, and we help people write and publish their first book. Every month, on the first of the month, we send out a message that says, "Hi, Blas. Would you like to get started on your book this month?"

Every single month, four, five, six people pop out saying "Yes, I'm ready." They have been on the list for four months or years even." My girlfriend owns a studio here in Winter Haven called Amazing Brows and Lashes. Every month, she sends out an email that says, "Hi, Blas. Would you like to get your eyebrows done this month?" It's like an annuity. Except it pays out monthly. You just send a quick check-in and it's amazing because nobody gets upset about you somebody asking that question. Because it's easy to say, "No, thank you," or ignore it, but if you are ready then it's easy for you to say yes too, right? What's going to happen is one day it's going to arrive and they're going to say, "I was just thinking that."

Blas: Sure.

Dean: So that's a great thing. But that's one of those. Imagine if now you've got 100 jujitsu instructors all subscribed to your engine that you're doing all of the stuff as they were creating great content for them.

Blas: Let me ask you back to the nine-word emails because I was listening to you talk there. So what do you do for your business and taking the principles of the nine-word email and doing that in other emails? N necessarily the question thing but how do you give that feel? How are you giving that same personal touch?

Dean: There's nothing magic about nine words. What it really is are emails that are short, personal, and expecting a reply. That's what we're looking for. Those are the components of an email like that. Somebody in my Email Mastery program coined the acronym SPEAR, short, personal, expecting a reply. So sending SPEAR messages.

Blas: I love it.

Dean: So what I do is I do live events, what used to be live events. Since we're all under quarantine, I do virtual live events in a Zoom boardroom instead of a live boardroom. But the essence is that I send out a message that meets those requirements and I would say, "I'm doing an online marketing mastermind next week where we're going to spend two days focused on applying the eight profit activators to your business. Would you like to join us?" That's a simple, short, personal, expecting a reply message. The thing about email like that is that it really goes into this truth that people read their email alone. And the more that you can make your email feel like it's a one of one email, meaning you're the only one that got it. That's how we get such high response rates.

We're using it for so many different things. I call this whole process conversational conversion that we're looking at just engaging in a dialogue with someone that leads to the next step and the next step. So if somebody says... Because all I said in the email is I'm getting together. We're doing a virtual online mastermind in the Zoom boardroom. We're going to spend two days applying the eight profit activators to your business. It can be a small group of eight to 10 people. Would you like to join us?

When people reply back because we didn't say the date or the times or the cost, but I'm just getting their interest level in it. Would you like to join us? People reply back and say, "Oh, that sounds great. What are the details? Or when is it? Or how much is it?" Or whatever level of next question that would come up. Then I'm able to respond to people and say, "Hey, Blas. Thanks for connecting. Here's what I'm doing." And I can explain the whole process. Normally, we do live events in a boardroom but were all on quarantine and I did an actual virtual breakthrough blueprint last week.

We had someone from Las Vegas, we had Canada, we had Belgium, Bangkok, all in the boardroom. It was an amazing experience. So we're going to do that again. I just explained how it works and that it's a very intimate kind of environment and instead of spending three days, we're going to spend two days and then I'm going to do a 90-minute one-on-one with everybody as a follow-on after the event for implementing. So people can participate that way. It's just like a very short personal kind of one-on-one communication model.

Blas: Very cool. I like that. Just by hearing you talk about that, thinking of ways that school owners can utilize that messaging because everybody has transitioned to virtual teaching now and all the gyms are closed.

Dean: Yeah.

Blas: Interesting. I like it.

Dean: You start to think about all of that. We were talking on one... I forget who we were talking with. Joe Polish and I did a couple of episodes here in a little while, but I think it was one with Jay Abraham maybe. But we were talking about this... Have you seen that mirror workout machine?

Blas: Oh, yeah.

Dean: With the computer inside of it and then whatever. Well, I started thinking about a functional version of that. If you add a martial arts thing that somebody could get a full-length mirror and then have a pole beside the thing was adjustable. It's like one of those gorilla pods or something that you can adjust the holds, an iPad that you could provide somebody with the instruction center kind of thing that somebody could Zoom into a live instruction or recorded. But I think that part of the thing is a live one is a great thing. These are the kind of things that we're going to really become more used to now.

Blas: Oh, yeah. I agree with that.

Dean: So that's kind of a creative thing. This is where I think the big opportunities are going to happen is that all the things that are traditionally 100% live in person that some percentage of people are going to discover and prefer doing them virtually. I think that this is going to be a category land-grab that I think there's opportunities for setting up instructional things in cloudlandia that you could have a virtual martial arts studio that only does that in the cloud.

Now, it might not suit for martial arts where there's a sparring element or things where you need to test yourself against other people and advanced kind of thing, but certainly for individuals and personal training and physical therapy perhaps to some degree, all those things that could be done individually at home in place, learning the piano, learning the guitar, learning to sing, and even then to professional services of counseling or accounting law firms, all these things. Why would you ever drive to your accountant's office anymore?

Blas: Yeah.

Dean: Literally, I mean if you could have your financials, have your stuff up on the screen, sharing it, have them talking about during unit is so much more and I think that's an opportunity to centrally manage the before unit of practitioners who deliver a virtual during unit experience.

Blas: Sure. Let me ask you a question that's all related to this actually is one of the ideas that I was throwing around and I haven't had a chance to discuss it at all really with another mentor of mine. But taking the martial art business knowledge that I have, everything related to that and the idea was to create some kind of online coaching platform that was affordable, but then have an element within it to where people could either afford an additional fee or part of the membership access my content that they could plug and play if they wish along with any of the coaching modules that I had. Maybe combining that platform. What are your thoughts on something like that?

Dean: What would be the coaching be about when you say combined with the coaching modules like? Are you talking about-

Blas: I guess more business coaching, some mindset stuff things that I feel business owners need if they're even going to run a successful business bringing ideas on how to teach a kid's class or how to structure what we call mat chats. So ideas on bringing life skills to your kids' classrooms and how to best practices basically for various areas within a martial arts school that a business owner would have to know how to do if they really wanted to you bring some value to their members.

Dean: I look at that kind of stuff where you're teaching skills and competencies and knowledge. The thing about knowledge like that which is what I would describe what you're saying. If you teach somebody how to think and they adopt a mindset that is then the job. They don't need to pay you next month to reteach them what you already taught them. So they go through some number of months of this. They learn your mindsets. They learn how to run a kid's class, how to do these things. All the during unit stuff, they've built up the knowledge.

Now, they got that and there's no continue with that in a way because they're like, "I got a lot of great stuff from you. I really appreciate it." Compared to their ongoing consistent need to bring new clients into their business where if you could solve that problem for them, if you could be a vending machine for them that can help them fill their dojo, that's a valuable ongoing thing that you could do.

Blas: Sure.

Dean: Before unit things, have you got a predictable vending machine, say, I put money on this end and this is the video or this is the ad and this is the opt-in, this is email, this is the invitation and we get this many people that you could turn money into a new client?

Blas: I'm going to go ahead and say no on that. I don't have all quite dialed in like that.

Dean: Well, that would be the puzzle worth solving. If you could figure out how to predictably for a predictable cost get new clients. That model is the most valuable thing that you could create. Predictability for people. What we end up finding is that most businesses are spending money on advertising and it's like putting money into a slot machine. They put the money in and they pull the handle and they hope that it works. Then every once in a while it works and they go, "Yay". But then they try and duplicate it and they pull, and they pull, and they pull and it doesn't work consistently. What we're really looking for as business owners is something more like a vending machine where you can say, "I want 12 sixth to eighth graders in my after-school program for Monday, Wednesday and Thursday. You can push a button and say and I'm happy to pay $200 per student for that," or whatever you figure out the lifetime value is of that student and then what you work out that your allowable cost of acquisition would be.

Part of the pricing conversation is that a lot of times freelance or practitioners, and I'll put instructors of anything. They price themselves based on what they want to make per hour or what their cost is plus a little bit on top of that. But they don't factor in any allowable cost of acquisition. Now they look at it as an expense. They look at advertising as an expense that's taking away from the amount of money that they're making as opposed to an investment in delivering the lifetime value to them.

Blas: That makes sense. I'm writing notes.

Dean: I think that that's really job one is if you can figure out the way that people could generate leads, how they can consistently by email follow up with those leads. I think that makes it the most valuable because then there's a predictable, repeatable solution that you're offering for somebody.

Blas: Sure.

Dean: You could be that vending machine for them as opposed to teaching them how to do it which is frustrating.

Blas: Yeah.

Dean: Right? Because you know they're not going to do what you [inaudible 00:48:54] and if they do it, there's variation and they're going to mess it up and they're not going to be consistent with it. You're still going to be held accountable for why it's "not working".

Blas: Yeah, why it failed.

Dean: Yeah. That didn't work for me because they didn't work it. So the thing is if you can be the who and not teach them how. That's one of the things that we talk about is the big frustration for all entrepreneurs is trying to figure out how to do something instead of seeking out a who. So all these practitioners, all these instructors are sitting around going how do I get new clients? How do I fill my classes? Then they're going and studying and they may come across you and then they find something that maybe they can apply and maybe they get some results or don't, but then they get busy teaching the classes and they can't continue to run it.

Instead of how do I do it, if they started asking who can do this and you had a vending machine that you could just deliver new clients to them or handle remotely their entire before unit and their after unit of doing their client newsletter and they're orchestrating referrals in their after unit. All of that would be an amazing support system for them, and allow them to just do the thing that they love to do which is to show up and instruct the classes.

Blas: I like the idea. I'm just not quite sure how to deliver that. But I love the idea.

Dean: That's your puzzle. That's the work. That's what the business is. If you don't know how to do that then really what is it that you're going to share with them that's going to keep them engaged and growing because teaching them how to run a kid's class or preparing them to be better in the during unit but it's not getting them new clients.

Blas: Right.

Dean: Now they've got the best kids' program and the best mindset and they're really great business operator, but they still now have to figure out how do I get new people.

Blas: Sure, yeah. I guess for me it's like figuring out the technical back-end stuff to say, "Okay. Well, how can we set all this up to serve 500 school owners?" for example.

Dean: That's exactly right. But you don't think about it like that. First of all, you need to have an end of one study. You need to totally over invest yourself in solving these problems for one in strategy.

Blas: Got you.

Dean: And then when you get something that is working, then you roll it out and you say, "Well, can I do it again?" Because that's the thing where then you figure out have I got a slot machine that I got lucky on or have I got a vending machine that I can replicate?

Blas: Got you.

Dean: When you get one then your next goal should be to make sure you can do it again and then if you can't do it again, then you try and do it for 10.

Blas: Yeah, that makes sense.

Dean: If you can get it for 10, you get it for a thousand. Then it's logistics. This is one of the things that I do as I work on what I call creating scale ready algorithms. Meaning so I invest a lot of time on working with one business to get one solution that can be syndicated.

Blas: Okay.

Dean: You're not getting compensated at the level that you might reduce work that you're doing now but you're creating something that is going to work without you at some point. Right?

Blas: Sure.

Dean: You're building equity.

Blas: Awesome.

Dean: So what's your takeaway here, your recap? That was a lot.

Blas: That was a lot. I think the recap would be to really dial in and figure out that puzzle piece to, "Okay, we really need to figure out what is the formula that we're getting to work for even just one client." Then identifying each aspect of that formula and saying these things are working. Maybe this one didn't work as well. Let's see if we can improve it until we have something from beginning to end is yielding the results that we want and that we're happy with and then saying, "Okay. Let's add this to another guy, to another client."

Dean: Then you go to another one and you say, "Hey, look at this. I think I figured a way to really fill a kid's class. This is what we did. I want to test it. Could try it with you?" You go, "Of course, yeah." Then you do it and it works and then you say to 10 people, "Look, what we've been doing. I figured it out." Then we duplicate it over here. I'm going to try it with a small group. Would you like to join us?

Blas: I mean, there was a lot of takeaways. I mean, I wrote a ton of those. That was the big-

Dean: You'll listen to it again. You'll listen to it and you'll hear it. You'll hear it-

Blas: But that was the big idea. That was the big idea really. It was great. I appreciate you taking the time to talk with me and hope others got something out of this.

Dean: Great.

Blas: I'm sure they did.

Dean: Of course. Part of it is that it doesn't matter. This is the thing that I never think about it really as doing a podcast per se. I think about it as what do you need right now? Was this conversation between you and I is valuable in itself to other people to hear that we're kind of showing the work how we got to the things. So I'm sure that message is going to resonate with a lot of people. So thanks for playing.

Blas: No. Thanks for having me and I'm going to jump on the phone with a friend of yours, Richard Miller and brag about it.

Dean: Great. Oh, that's great. That's funny.

Blas: We become good friends since I moved here he's an amazing guy.

Dean: Wow. That's awesome. Very cool. Well, look at Richard's studio there. He's got all the tools you need to do video right there. 

Blas: Yeah. He's been a great friend. So he's a great dude. He's very skilled. Before the whole corona thing, he let me office out of there a couple times a week. So he's a great dude.

Dean: Wow. That's awesome.

Blas: Well thanks, Dean. I really appreciate it-

Dean: Okay. Thanks a lot.

Blas: ... for you taking the time with me today.

Dean: Okay. I'll talk to you soon. Bye.

Blas: All right. Bye.

Dean: There we have it. Another great episode. Thanks for listening in. If you want to continue the conversation or go deeper in how the eight profit activators can apply to your business, two things you can do. Right now, you can go to morecheeselesswhiskers.com and you can download a copy of the More Cheese Less Whiskers book and you can listen to the back episodes of course, if you just listening here on iTunes.

Secondly, the thing that we talked about in applying all of the eight profit activators are part of the BreakthroughDNA process. You can download a book, and a score card, and watch a video all about the eight profit activators at breakthroughdna.com. That's a great place to start the journey in applying this scientific approach to growing your business. That's really the way we think about BreakthroughDNA as an operating system that you can overlay on your existing business and immediately look for insights there. So that's it for this week. Have a great week and we will be back next time with another episode of More Cheese Less Whiskers.