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| Subject: | The H.U.B.U. and other dance moves that make you wealthy. |
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| Date: | Fri, 3 Oct 2014 14:32:57 -0400 |
| From: | Andy Jenkins & Mike Filsaime <training@marketinggenesis.com> |
| Reply-To: | training@marketinggenesis.com |
| To: | steve <im1@bydf.com> |
| Hopefully, this is one for the printer (In other words, it's LONG). Below is a screenshot - it's from how I used to (i.e. past-tense) assign myself tasks 'to-do'. It's Dumb. Really Really Dumb. For Real.  Here's the problem(s): First, it's only 2 weeks worth of stuff. Second, it's everything I could think of that needed to be "done". Third, it does not prioritize my H.U.B.U! (Cue Music) H.U.B.U. stands for: Highest Use - Best Use. And I'm here to tell you that if you're feeling Overwhelmed, and/or you struggle with creating activity that generates sales in your business, the reason is quite simply that you are ignoring your H.U.B.U. and instead placing far too much focus on a "To-Do" list. Look over a few dozen training videos from Mike and I, or sift through some of my longer email newsletters and you'll find a correlation… I talk about the effective use of time - a LOT. In fact, this is not the first instance where I've mentioned the acronym H.U.B.U. And there's a reason for that… Ya see, the thing about being successful (Which most folks define as being in a state of financial independence with the added spiff of having time independence) is that there are only very few activities that contribute to those two states of existence. And yet, "Lack of Profitable Progress" is far more common than "Massive Success". If we're not lazy, then WHY? More on that in a minute (Called the "Unforgivable Sin") Is it about Working Hard? Yes & No. Most are willing to concede that if they could just have some financial independence, they wouldn't mind working their tails off. I.e. time independence is universally less important when measured against CASH… A bona-fide entrepreneur is NOT Lazy. And between you and I, for the rewards that I receive from being financially independent, I could give a fig if I have to work like a dog to do it. Right? To have the opportunity to earn more than you've ever earned before - for me - it's okay that I've got to work real hard. It's okay that my friends and family and acquaintances who are not "self-employed" CONSTANTLY tell me that I "Work Like a Nut". And??? Maybe no one has ever said this in an email, but - for the upside that I get - IT SHOULD BE HARD! It should take intense effort! It should draw you out of your comfort zone! It should challenge you to become something that you've never been - to stretch - to grow. No, entrepreneurs are not Lazy. They're Crazy - the very best kind of crazy - in mostly good ways. And also some bad ways. And here's the Unforgivable Sin of working like a crazy person: 90% of the time - we are working on the WRONG THINGS - and we don't know any better. The "Player-Coach" problem. What happens when you're both The Product and The Company? I'll cut to the chase - they both suffer. And dialing back the time machine to 15 or 20 years ago, it was virtually impossible to do both - so it didn't happen. Now, you've got the InterWebz. And with each passing day, playing the role of "The Company" gets easier and easier. You can honestly 'Run a Company' from a laptop computer, a mobile phone, and a password manager. It's so easy (Compared to how it USED to be back in the quaint 80's and 90's) that Entrepreneurial Start-Ups are the fastest growing segment of any business category. They also fail the most. And it's all because those Entrepreneurs commit the Unforgivable Sin - Not concentrating on your H.U.B.U. Highest Use/Best Use There's two parts to this: The Highest Use. This is about YOU. Answer the question - what is your Highest Use?
Next - there's The Best Use. This is about YOUR COMPANY - Your Products... This is simple:
Let me give you some examples from Our Business: Highest Use - How we found it. Over a year ago - before Mike and I had partnered up - we we're invited to a Panel Discussion and Q&A session at an elite (Very Very Expensive) mastermind retreat in Turks and Caicos. As the session progressed, the chemistry between Mike and I was obvious. We started taking ALL of the questions, and finishing each other sentences. It was a remarkable experience - so much so that we decided to partner up on Video Genesis to give this new-found chemistry a try. 8,000 new customers later, we got 'hitched'. Marketing Genesis was born. From that beginning, we agreed that our Highest Use was using our unique chemistry and 25+ years of hard-knocks experience to create and deliver solutions and training in the natural and effortless way that we did the first time we worked together. We may not be the smartest in the business, nor the most profound, but we have no competition because no one is "Andy and Mike" (AKA, "Big Red and Little Brown"). So, that's what we ran with… :-) Best Use - How We RUN it. "When the Cameras are Rolling, the Company is Growing". This is our battle-cry. This is the thing we repeat to each other anytime we feel the slightest bit of drag, friction, or doubt about our next project or course of action. Our "Job" is to take our Mystical Powers (Unique Chemistry together when we talk "Shop") and deliver that in front of a camera so that we can communicate it to the market. And every time we do - the company grows - and I'm talking about the "Bottom Line". What about the rest? Everything - absolutely EVERYTHING in our business is structured around supporting OUR H.U.B.U. If it's not part of our H.U.B.U., it gets a different form of support. For Example: We have a pretty cool studio. Lots of cameras, a touch-screen TV (The Boss Vision), a HD Video Switcher, Lots of lights, etc. And we just moved into a new place that's even cooler (Video coming soon). That's our biggest corporate investment - the ability to create Video Content FAST and Professionally. Think about that: We chose to spend money on our business in ways that enhance our H.U.B.U. (Write that down). But, what about everything else? What about the "Business of The Business"? "Shrink-Wrapped" Solutions What might be even more important is how we DON'T spend time or money. Here's what I mean: 99% of all of our published web pages are from Templates that other Businesses have created. We call that a "Shrink-Wrapped Solution". We use our operating capital for web publishing with companies like Lead Pages and Megaphone - companies whose own H.U.B.U. ARE landing page and funnel creation. Straight up - their pages will always look as good as we need them to - and they COME looking and working that good - so we don't commit the "U.S." (Unforgivable Sin) of spending time figuring out a necessity that's not part of our H.U.B.U. In fact, everything in our company that only supports our H.U.B.U. is as close to a Shrink-Wrapped solution as we can make it. We are the Product - so that's where we invest 90% of our TIME and Money. For the Company - we use OTHER PEOPLES H.U.B.U! And it works. Best estimates on Content Creation in last 12 months between Mike and I? 100 Hours. We also did a scosche(sp?) over 8-Figures of Revenue in the first 12 months of our partnership. So, by most measurements, this kitschy little concept of H.U.B.U. - even though it's been imperfectly executed - has worked out. Recovering from a Lack of H.U.B.U. A friend of ours JUST sold his business. For a decent sum. Not enough for him to retire, but decent. Standing in his office, after some Hugs and High-Fives, I asked, "So, what's next?" He said, "Man, I can't wait to get back to just doing the things I'm good at - ya know, doing the things I love". And he caught himself. Exhaled. Looked us square in the eye and quipped: "Better late than never, eh?" True story. It's NEVER too late. You won't figure it out the first time you do it - and it's going to be one of those "Forever to Perfect" things - but a week from now, you could turn a snails-pace of progress into Prolific Progress. Try this: Categorize Your To-Do Lists;
Category 1 - To Thrive What Are You Sharing with the World? These are your products. Doesn't matter WHAT you're selling - you already know the list (I'll repeat it for word-count completeness):
This list contains the breakdown of the products you need to create to sell. This is usually directly related to your Magical and Mystical Powers - so it will include supporting elements too.
...and their supporting (Marketing) elements:
This is your number 1 priority - until the next category becomes your number 1 priority. Get Category #1 done as FAST as Possible. Category 2 is where the money is. Category 2 - To Jive How are you going to Market it? After your product is done, do NOT create another. Now it's time to sell what you've created to EVERYONE. This list contains the Marketing Mechanics of Selling.
These are your MOVES. "Jive" being defined as a Dance Move... Harken to the Subject line: The H.U.B.U. and other dance moves that make you wealthy. When you JIVE, you Market, you wiggle and strut what you made in Category 1. And here's something worth pointing out: Everything you create in Category 2 can be powered by a Shrink-Wrapped Solution. In fact, you will get to a point where a "Staff" could set it all up for you. Category 3 - To Survive (The Lowest Standard of Living) The Business of the Business. This list contains the ongoing business-oriented activities that will suck the life out of your soul should you spend too much time on them.
The answer is in the name of this category. These are things that you need to do to Survive. And that, my friend, is a LOW STANDARD OF LIVING. So, you do these things ONLY when they absolutely need to be done - if at all (I.e. when you can, hire it out). Many require that they be done ONCE in a WHILE. Some seem like they need constant attention, but they will destroy your soul if YOU give it to them. Sure, Customer Support is necessary to survive - but it should be the first thing you delegate - so you can remain focused on the first two categories. Yes, Accounting is a must-do - but are you an accountant? No? Feel like learning QuickBooks and familiarizing yourself with Tax Laws? No? Right. DO NOT get stuck here. Get it done and move on. Remember, you are The PLAYER. You might even be THE PRODUCT. That means PLAY. Create and Market to Thrive and Jive. The 'Survive' part is like those little signs at the front of the roller-coaster sign that say 'You must be this tall to ride this ride". So, be that tall - but once you are, RUN to the front car and sit next to someone that's going to blow your eardrums out and squeeze the blood out of your arm once you peak over that first drop. Have an Amazing Weekend! X.O.X.O Andy and Mike. P.S. Shout out to the MG and TG FB Group for their feedback on our Newsletters.
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