Today on the More Cheese Less Whiskers podcast, we're talking with Aaron Lester, all the way from the Philippines.

Aaron helps personal trainers who work with people virtually, and one of the things we had a great conversation about is the idea of building your prototype.

In order to scale something, you have to have a proof element and what I call the scale ready algorithm.

So much of the frustration I see people experience with scaling is that they haven't taken the time to get things scale ready, and often that's about just investing time and energy in figuring out your protocol. Figuring out the best things that works for one of your ideal audience.

Whoever you choose as a target market, it's about getting the core right, and then being able to scale from there.

Once you get something scale ready, you may find it could be even centrally managed, and you could offer an entirely different service where you just deliver the result to people who just want to be personal trainers, or chiropractors or coaches or dentists, and don't want to be marketers or technicians.

So much opportunity stems from your ability to crack this idea of getting the scale ready algorithm, and this episode is great to start thinking in that way.

Show Links:
ProfitActivatorScore.com
BreakthroughDNA.com

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Transcript - More Cheese Less Whiskers 209

 Dean: Aaron.

Aaron: Hey, Dean. How are you?

Dean: I'm good. What is it-

Aaron: Awesome.

Dean: ... Aarok?

Aaron: Aaron.

Dean: Okay. Have you seen that Key and Peele sketch, there's a teacher trying to mispronounce the names. Aaron, - pronounced the way your name starts. Its funny.

Aaron: Yeah. Saw that one.

Dean: Here we are. We got the whole hour to hatch some evil schemes. What's the Aaron story and where we going to jump off here?

Aaron: Yep. First of all, I'm a freelancer for almost two years. And by the way, I'm from the beautiful land of Philippines.

Dean: Oh nice. Look at you.

Aaron: Been a freelancer for almost two years and been, at the same time, being employed, as well, into 9:00 to 5:00 job. In that span of time, been getting, not really consistent client because I'm also focusing on my 9:00 to 5:00 job. That's it. Right now, I actually just started or created a new offer, which I'm going to really work on and start to market on my target niche. My niche is actually for fitness trainers where I'll help them create an offer. It's a four-pillar type of offer.

First is crafting and packaging an offer. Second is build them a sales funnel, for their lead generation. Third one is more of organic client acquisition. And the last one it's more of scaling. Something like that. This offer is still new because I just went from training, from different coaches as well. So I applied all of those learning and then created a package where I could really market to my own target niche.

Dean: Okay. Perfect.

Aaron: Yeah. Right now my main challenge, here, since this is a new offer and I don't have any case study or success stories that I can tell to my prospects, it's very difficult to position yourself as someone who has already proven system for them. That's what I'm going to-

Dean: Lets start at the beginning. So you've got skills-

Aaron: Yep.

Dean: ... and you've got a hypothesis.

Aaron: Yes.

Dean: You've got an idea that you can generate leads for fitness. For studios or trainers, who specifically?

Aaron: Online trainers or coaches.

Dean: Online trainers. Okay. That would be for people who are exclusively working with people remotely, or for local trainers who are marketing online? I just want to make sure we're getting the right vocabulary here.

Aaron: Yeah. This is for online or coaches who are working remotely.

Dean: So they work with people wherever, it doesn't matter-

Aaron: Yes.

Dean: ... they got a broad area.

Aaron: Right.

Dean: What is your hypothesis? What is it that you think that, "If I'm one of those people, because I'm a trainer and I want to work with people online, what do you think you can do for me?"

Aaron: Yeah. First of all, is I noticed that, based on my research, most of the coaches are actually charging low ticket and they are actually complaining about it. The first thing that I will do for them is to help them package an offer, from A to Z, how they get the results for the client from A to Z, so that when they present it to their prospects or to their clients, it's really high certainty and they could price it at high ticket, probably at $3K to $5K, in 12 weeks to six months type of coaching. That's the first thing that I'll do. The second one, since I've also have experience in terms of building sales funnels, I also help them build the funnel for them. They can just install the funnel on their social media account and then they'll do it organically.

Then every time that there are visitors and once they see the offer or the free lead magnet or something like that, they can just click on and then they'll generate leads on autopilot without them. Then the third one is more of a client acquisition, organic. Although it's not yet something that I can do for them. I'm still trying to research some of the ways, but also help them with organic because the sequence here is organic first, to validate the offer, and then we'll do it using paid ads. For example, if they have acquired three to four clients and the offer is completely validated, we run paid ads, something like that.

Dean: That's interesting. It seems like we always go, kind of, the other way, because it's more predictable and quick to validate through paid, and then if it's working, to then take the time to build out organic. Because organic is a little more unpredictable, right, and slow build. I just want to make sure we're talking about the same thing. What is it that you're talking about, when you say organic?

Aaron: It's basically getting clients using their social media accounts.

Dean: Okay. So with their own audience, to make sure that they've got something that people want? Okay. I thought you were talking about SEO and stuff like that, but that's not it.

Aaron: Also in Facebook groups as well.

Dean: Okay. I mean, the marketing is only going to be as effective as the ability to get the result for people. What's the result that somebody would be willing to pay $3,000 to $5,000 for?

Aaron: The result that I could deliver is to help them realize that they are undercharging their service because-

Dean: This is where it gets tricky now. Right? Your number one thing, in order to be valuable to your avatar, we'll call them that, right, your client. In order to be a hero to the online trainers, you have to, then, take on this role of understanding their avatar. Who is it that they're going to be attracting, right. You've got two pieces of this here. And if you can focus on one of them, if you can get them in front of, and engaged with, people who are willing to pay $3,000 to $5,000 for an online trainer, for 90 days to six months, that's the only part of the equation that matters at this point. Right?

Aaron: Yeah.

Dean: Because if you can't do that, then that's going to be a problem, right?

Aaron: Right.

Dean: You have to begin with, "Who's the sponsor of all of this." When I say sponsor is, "Where's the money coming from, who's exchanging money for this service that you are packaging up?" Right. And so that is going to come down to the result that you're able to generate. Who are the people who are willing to pay $3,000 to $5,000 for an online program?

Aaron: Based on my research, actually, most of the trainers or coaches targets entrepreneurs, they are high-performing entrepreneurs but they, somehow, forget to take care of their health. Those people would absolutely pay coaches $3K to $5K for the coaching programs.

Dean: Okay. What are they going to get? What's the outcome that they're getting for this $3,000 to $5,000? What are they cheerfully saying, "That's totally worth it. I'm going to pay the $5,000." What is the outcome that they're getting?

Aaron: We are talking here, the client?

Dean: Yeah.

Aaron: I mean, my prospect.

Dean: Not your prospect, the pre-your-prospect's prospect. Because the whole thing is, you're not even at the point where you can think about your client, because you've got to think about their client, right. You've got to be their advocate. What you're essentially saying is you need to seek out people who have a skill or the ability to get somebody a result that would be worth $3,000 to $5,000, for them. Right. When you look at that, that's the job or work that you have to go on with. It's not worth trying to convince trainers yet.

You need to be able to find one trainer that will be kind of your ideal. Somebody who, preferably, is already working with people at that $3,000-to-$5,000 level so that you can bring them people who are looking for that. Part of the thing is that your skill, your opportunity is to be the before-unit for these online trainers. Right?

Aaron: That's right.

Dean: You want to get as close as you can, to being a vending machine for them, meaning you can deliver to them, predictably, people who want to sign up for a $3,000 to $5,000 program. And you can do it at a price that they would cheerfully pay. If you look at it, that if somebody gets, let's call it $3,000 for a 90-day program, to start with somebody. How much would the trainer cheerfully pay if you just handed them somebody like that?

Aaron: Mm-hmm (affirmative). Okay. Gotcha. It's like I'm delivering the clients to the door already.

Dean: Yes. Well, it's like you're getting involved with somebody like that. What typically happens is anybody who's doing services, for an hourly rate or were the deliverer of the service, or they're manufacturing something in their kitchen and selling it direct to consumer. The challenge that they have is that they often have not got their delivery down so that they have a margin bring in a whole seller. For instance, if I've been selling my widgets direct to consumer with a 50% margin, and I want to maintain that 50% margin, then I can't sell them to you, as a retailer, with enough margin for you to make it worth while and for me to make my money. Right?

Aaron: Yeah.

Dean: Typically there has to be that margin built into it. Often when people are pricing their programs or their services they're taking well, "The number of hours is going to take me to do it and the cost of the materials that I'm going to use, and this is how much I want to make per hour. And that's the price."

Aaron: Gotcha.

Dean: But if I need to now pay, out of that $3,000, I need to have some of that go towards finding people. "Can I buy new clients? Have I priced that in?"

Aaron: Right.

Dean: Have you had any of these conversations with them, to see how much they're used to spending to get new clients?

Aaron: Most of them actually don't spend money.

Dean: Right.

Aaron: I think, probably 60% to 70% relies on referrals and even social media accounts. But not really focusing their efforts on marketing. If there's someone is interested, they'll get it. But it's not really a total focus to market, like any other coaches are doing that are earning $50K to $100,000K per month.

Dean: Yeah. That's the thing, your job one has to be to figure out how to do it at a price that's acceptable for them. Right? Because, ultimately, there's two extra costs that are going to come into this, is the actual cost of the advertising and your costs for the IP, for the idea, and the execution of it. That's really what it comes down to, you got to have that price in there that your idea has value that we're going to run these ads, the execution of the ads has some value, and the audience getting in front distribution of your message has some costs to it too. Right. You need to just kind of figure that out.

Aaron: Gotcha.

Dean: But more importantly, you're at the point, right now, where you need to figure out the messaging. Let's take these, because this is part of it, right. Target profit activator number one, is to select a single target market.

Aaron: Right.

Dean: So if you're saying high performance entrepreneurs, you want to understand what is that, right. When you say a high-performance entrepreneur, the vision that I have, of what you're talking about, is somebody who's already healthy and fit and, kind of, knows the value of the mind, body connection, kind of thing. Right?

Aaron: Yeah.

Dean: But are you talking about another type of someone who has neglected that and is paying the price for it, now?

Aaron: I think there are two types of high-performance entrepreneurs or business owners. The first one is those entrepreneurs or business owners who are actually doing well in their business, but in terms of health, from one to 10, they'll rate it at probably three to five, and they want to get to at least nine or 10.

Dean: Great.

Aaron: The second one is entrepreneurs or business owners who are doing well in their business, they're healthy, but they want to improve their fist physique, they're at seven or eight, but they want to get to 10. Something like that.

Dean: Okay. And that's part of the messaging, now, right? Because you would speak to those people differently. My thought is always to think about, "What would be the most value that somebody could do?" When you think about this type of training, what would that involve? What would I be paying $3,000 for, for a 90-day program? What would I be getting for that?

Aaron: It's three things. First is, they have, as well, the mindset coaching. I think that's in terms of the way you handle your health, your physique. Second one is the fitness training, the actual workouts, based on their body, something like that. And the last one is nutrition, milk perhaps, or meal plans, according to what they're trying to achieve, if they're losing weight or gaining muscle. Three things.

Dean: Yeah. The mindset, the workouts, and the meal plans.

Aaron: Yeah. Nutrition.

Dean: I like that. When you look at it, how am I physically working out with them, what does that involve? Is this something where you're coaching them and telling them here's what you need to do to work out? Or are they working out with them in real time?

Aaron: Yeah. I think 50/50. Because there are some trainers and coaches who are doing it live session, like Zoom session. But they're also coaches who are doing it automated, they're using a software to deliver the workouts, the meal plans, something like that. They are doing live sessions and also automated session. Everything is automated.

Dean: Got it. You look at these, I wonder, when you start to think about what would motivate someone to do that, are there certain things where, if somebody's a pre-diabetic or just got diagnosed with diabetes, that somebody would be pretty motivated to, if they knew, they could do with diet and exercise. Nutrition, exercise, mindset. That they could reverse their diabetes in 90 days, that might be something. I always look for, "What's the highest stakes here?" Like what would be the thing that you could get where you can point to the outcome or somebody is where they're significant weight loss or, if I look at all the flavors, if I look at selecting a single target market, the ones we've described have basically been sort of psychographic things, more than anything. It doesn't make a difference that they're entrepreneurs, they could be a teacher, they could be anything. Right?

Aaron: Yeah.

Dean: There's nothing inherently different about the body or the way an entrepreneur versus a teacher or someone retired. I start going through this Rolodex, in my mind, of this cascade of who would be potential target audiences that we could do that for. Like, I start to play around with that and think, "Okay somebody who has been recently diagnosed with type two diabetes, to turn that around, or someone who just had a bypass surgery or someone who just had stent and said, 'If you don't around, you may need to have a bypass surgery,' or somebody who has a significant amount of weight to lose." All kinds of different things, somebody who's got a mobility issue. Because high stakes problems often come with high ticket solutions.

Aaron: Yeah. I think the results that the coaches could deliver to their client is like, having more energy, they are not motivated to do their business or to do their jobs or their work because they lack motivation and they lack energy as well.

Dean: I like that.

Aaron: And that's because of their health issues, probably they are overweight and that caused them to lose some energy, which eventually affect the business or affect how they work. It's more of restore that energy and then perform the way they should be. That's something that I can think of, that they could really help their target markets.

Dean: I like it. You start to think that there's an opportunity. When people are with energy, as an example, that there's an opportunity to have some kind of energy audit or assessment at the beginning and increase the energy that they feel and assess themselves as, "This is great energy, now." At the end, in 90 days, that you can have a definite... It is part of the thing of, when you're working with somebody to improve something, we've got to have a way to establish what the baseline is. And one of the ways that we, sort of, quantify qualitative things is with a scorecard, you can identify the elements that generate something.

Aaron: Yeah.

Dean: Like when I look at the way we do our profit activator scorecard. Part of the thing that we do is the scorecard is all a self-assessment of where you stand on each of the eight profit activators. And the four basic categories are that they're failing, in this one, or they are frustrated, that they're trying but they want to do better. They're feel like they're winning, it's okay. But then the fourth column is that they're transforming, "I'm really doing amazing with this category." When you look at it, that if you take the eight elements of energy, what would they be? Sleep would be one, right?

Aaron: Yeah.

Dean: Then you look at your nutrition. You look at the workouts, what you were just talking about. You'd look at your strengths, your vigor, look at those things for people to say, "Yeah, really, these are the areas I'm struggling." And then to be able to go through a 90-day program and come out the other end of it transformed. That would be a great win. Right? If you can identify and articulate where people see themselves, where they are.

Aaron: Yeah. I think that also relates to how I actually created my offer. It's actually a sequential type of solving the problem. The first one, on my case, is the offer. Since, for me, the main reason why trainers or coaches are burning out, because they charge less, but they work more. First thing that I want to fix for them is, first, make an offer or package an offer in a way that they could sell it at high ticket. Of course, with high level of certainty for their clients or for their prospects. The second one is the sales process or the sales funnel, because I noticed that they don't have predictable means or ways of getting clients online.

Dean: Right.

Aaron: That's why I have that as the second pillar of my offer. The third one is the client acquisition, more of organic acquisition because, again, most of them relies on referrals or social media. So I also included that pillar. The last one is scaling, because, for example, on my case, it's a six weeks type of Done for You and coaching program. Whenever we reach his or her goal in that six weeks, we cannot just stay on that level. We need to set new goals and achieve it. That's the exact time that we could run paid ads whenever they have budget. I think it's also the same as the way they solve or the way they help their clients. Most of them would start from energy. They need to solve first the motivation part of the client. And then probably the second thing that they are going to solve is they don't know what to eat, that is going to help them lose weight or gain muscle.

The third one, that I could think, is type of workouts that they should do for them to achieve this type of results. Probably the last one that they could offer is the maintenance and sustainability. After 90 days, after they work with that coach, they'll go back to their initial state and trainers should also include, on their program, where the clients should also sustain and maintain that one forever, if possible. That's how I created an offer. Solving problem in a sequential order. That's why I can think that you can package it, the right way, and then sell it at high ticket. Because you're solving the problems in a sequential order, with high certainty.

Dean: That's great. You'd have to really be able to do that in a group or efficiently too. Right. Because the constraint that you're going to run into is their ability to do it. I mean, they're going to run into capacity, right, for the number of people they can work with.

Aaron: That's right. I think for those people who are doing the automated thing and they can just make some tweaks and adjustment on their program to make it look that way, like they're solving the problem in sequential order. And for those trainers who are doing live session, I think that's a good start for them, but in the long run they could still leverage some software for them to deliver their services in the automated process. Which is something that I can't really help them, because that's in terms of fitness for business coach, already. What I am doing here is only the before unit of-

Dean: Exactly -.

Aaron: ... that business.

Dean: How do you see this playing out, for you, into what you can charge and how you would get paid for this?

Aaron: It's also one of my challenges as well, that I want to get your insights because I'm planning to do it like a combination of Done for You and then coaching. The Done for You thing is the second pillar. I will build the sales funnel because, absolutely, they don't know how to do it, but the rest of the pillars like the offer packaging, the client acquisition, I can do with coaching calls or live calls, one-on-one. That's the first business model that I am planning to. The second one is to buy-

Dean: But are you looking at this as a business that is going to show them and coach them how to do this themselves? Or are you going to forget about showing them how to do it and just provide this as a service for them.

Aaron: Yeah. Certainly.

Dean: Because you were saying about the Done for You and coaching. Is the coaching about how to replace you from the Done for You portion or coaching on how to maximize what you get from what you're doing for them?

Aaron: It's coaching them to maximize their results. Because if I'll take a look on my own part, doing Done for You service is something that is not really scalable, unless I'll hire people.

Dean: Right.

Aaron: That is why it came into my mind to also do the combination of Done for You and coaching in the initial stage of my offer. But I think as time goes by, as I acquire clients, I can record some videos on how to do everything, something like that. But to start, I am planning to do it a combination of Done for You and coaching, or it's totally Done for You. That's where I'm finally waiting.

Dean: That seems like there's much more appetite and more control for you in the Done for You. Especially when you start thinking about cracking the code and creating, I call it the algorithm, but the process, the business process that you do, to then outsource that portion of it. Now, it's interesting, as a Filipino living in the Philippines, where do Philippines people outsource to?  That's so funny, isn't it? I mean, you need go down the street, I guess, right?

Aaron: Yeah. Which I have, also, networks of freelancers that I can work with. I think hiring, or creating a team to do them, it's not a big challenge, but, right now, I'm still starting so I wanted to do at least the efficient way.

Dean: Yes. It's pretty funny actually. That's really where you're at. I think you're on track. You just need to kind of build it all out and prove your hypothesis. But make sure that you're doing it in a way that it's going to be more efficient and more predictable to produce the results for client number two, and client number three. Right? You're over-investing in client number one, because you've got to use them as what we call your end of one study. You've got to be able to use it as your proof element?

Aaron: Yeah.

Dean: Part of the training and stuff can really just be about documenting it. To document-

Aaron: Right.

Dean: ... what you're doing, because that becomes education, in itself, enough that people say, "Oh, can you do that for me?" Definitely, that's what I want.

Aaron: Right. Exactly. That's why I'm also planning that as I deliver the service to the clients, I also document the entire process. That, sooner or later, when I build the team, I could just train them according to what I was doing, something like that. It's like the syndication as what you mentioned -.

Dean: That's what it is. That's exactly it. The work that you're doing to help this one trainer is modular, that you can take that same, what you did, and deliver that for 20 traders.

Aaron: Yeah. Correct.

Dean: Well, that's exciting. Where geographically are you, or are the trainers that you're hoping to work with?

Aaron: US, UK, and some are from Australia and Canada.

Dean: Yeah. All the English places. Right?

Aaron: Yeah.

Dean: The big five, as they say. Right?

Aaron: Exactly.

Dean: I mean, that's a pretty good sized market. That should be 500 million people, probably. Right?

Aaron: Right.

Dean: Yeah. There's lots of opportunity there. I think that the fastest thing for you, do you have a trainer in mind right now?

Aaron: I actually have a couple, but we're still in the profit activator, number three. And we're still trying to educate and motivate. That's what I'm also trying to ask you here. How can I apply the mindset three, when I am just doing an outbound or outreach type of client acquisition?

Dean: Well, it can all happen fairly quickly. I mean, all of these can happen in one phone call. You've picked somebody, you've reached out to them, you're educating them about what you're doing and you make an offer, that's profit activator four. Right? All of those could happen at one time. What do you need to say to them to make your offer? That shouldn't be any more than... Because it's almost like you're going to do all of additional work there, there's not going to be any money. But if you were to say to someone, "Can you handle some new personal training clients. I'm working on a new program that we're going to deliver this audience, this person, would you be able to work with people like that? Do you have time to do that? That's really going to be the first thing, because they may be fully at capacity. There may be, "I don't have a chance to eat or to work out myself and with clients every day, all day."

Aaron: Gotcha.

Dean: That's not your person, right?

Aaron: Yeah. Exactly. It's like the birthday emails that you talk about, like "Do you offer..." like that?

Dean: Yes. That's exactly it. That's what you need to find out, is who are the people? Do they work with these kinds of people? Do they get results? And do they have time to work with new people right now. And would they be willing to pay you if you deliver them?

Aaron: Gotcha. Makes sense.

Dean: That's really the thing as much as you can productize what it is that you're doing in a way that is predictable, you're delivering a ready-to-go client, to them. And the money that they're bringing is enough to cover the cost of the advertising, the cost of the IP, your ideas. The cost of the execution, and the amount of money that the trainer wants to make for the 12 weeks.

Aaron: Gotcha. Would that also work in a combination of Done for You and coaching? Because I'm not, really, the one who is going to bring the client for them. I'm going to install my system on their own program and then they'll run it and I'm just there-

Dean: Well, no matter what-

Aaron: ... to do something like-

Dean: ... the system, this is why having one person to work with, to establish it, and document it, is so important, because you don't even know what you're capable of right now.

Aaron: Yeah.

Dean: Yeah. You don't know how much it would cost you to deliver somebody. That's where you're going to figure all this out.

Aaron: Gotcha.

Dean: If you do the math on it, you look at those and you start to say, "What is it going to cost us to deliver somebody?"

Aaron: Got it.

Dean: I think that would help.

Aaron: What you're saying is, get first, at least, one trainer and then deliver the service and then document everything.

Dean: Yeah. Because now they've got to get the results.

Aaron: Yeah. Okay. Makes sense.

Dean: That way you're going to know how easy is it to actually deliver the result. The first time you do anything it's going to take the most amount of time and cost the most amount of money.

Aaron: Yeah.

Dean: Yeah. That's a big thing, when you look at it too, it's a different approach that way, than working with a local trainer.

Aaron: Right.

Dean: Because that way, at least, you know that you just need to do everything you can to get that person, in reality, five-mile famous. They need to be famous in a five-mile radius. Because that's about how far people are going to go to work out.

Aaron: Right. Gotcha.

Dean: It's pretty amazing what can happen when you really start narrowing the focus, because the problem with online is that it opens you up to, "Well, we could work with anybody, anywhere." So they want to expand, they have this expansive thinking. Right.

Aaron: Right.

Dean: Where you thinking, "Well, that way I can work with anybody anywhere."

Aaron: Exactly.

Dean: Even you, to that extent, saying, "We're with people anywhere in the United States, the UK, Canada, Australia, and New Zealand." You think that feels like, "Well, all we need is a little piece of a bigger pie." Right. But if you were to artificially constrain yourself to the South Island of New Zealand, that constraint gives you the opportunity to have a deeper communication with the potential clients on the South Island of New Zealand.

Aaron: Yeah. Makes sense.

Dean: Even if the trainers are going to work with people online. Even being online but also local, that'll be the best of both worlds. Right?

Aaron: Yeah.

Dean: Because really, if I would say that on the podcast for sure. The difference is, either, do you want to convince 100% of the people, 10% of the way? Or do you want to convince 10% of the people, 100% of the way?

Aaron: Gotcha. I'll go to the second one.

Dean: Yeah. That's what we're looking for.

Aaron: Gotcha.

Dean: But that's the basis of syndication, is you get it down to the smallest constraint. I think if you imagine those five countries spread out with, let's go 10 mile radiuses. How many 10 mile radius are there, that you could syndicate a personal trainer program to be the personal trainer for this 10 mile radius? That's an exciting puzzle to solve. I like that.

Aaron: If they are doing locally or face-to-face?

Dean: Yup.

Aaron: Gotcha.

Dean: The thing about what they could do, if they're doing the trading online, virtually. Whatever the good things about that are, the efficiency, wherever you sell it, as the right thing, but it also involves some nutrition and the other things could be, that now you've got resources for them, locally, to have. "Go to Sam, the butcher, because he makes these cuts of meat specifically for the portions that we use." You know what I mean? You could introduce people into that whole team there, about making them that 10 mile famous.

Aaron: Yeah. Got you. Totally makes sense.

Dean: Oh, very exciting.

Aaron: Just doing my notes here. Thank you.

Dean: Yeah. What's your take here. That hour went quick, but how did everything land, what we talked about?

Aaron: My main take away here is to focus first on at least one trainer, deliver the service, get them their result as much as possible, and then document everything. So that on the next client, you could just easily get them the results with some optimization, something like that. Based on what happened on the first client.

Dean: Yes.

Aaron: Yep.

Dean: I like it. This is good.

Aaron: From there-

Dean: That's what we got.

Aaron: ... we go to clarity.

Dean: Well, that was fun, Aaron. Thanks for the plan. That was good. Let me know-

Aaron: Thanks Dean.

Dean: ... how that all works out. I want to get the updates, as we go along.

Aaron: Absolutely. I'll get in touch.

Dean: Okay. Perfect.

Aaron: Thank you, Dean. Appreciate it.

Dean: Have a great day.

Aaron: You too. Thanks.

Dean: Bye.

Aaron: Bye-bye.

Dean: There we have it. Another great episode. Thanks for listening in. If you want to continue the conversation and 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're just listening here on iTunes. Secondly, the thing that we talk about in applying all of the eight profit activators are part of the breakthrough DNA process, and you can download a book and a scorecard 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 breakthrough DNA as an operating system that you can overlay on your existing business and immediately look for insights there. 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.