Colin Campbell 7:41
Mike. Hey, Mike. Thanks. Thank you, um, between the monkey wagon and Satan’s anus, I got a lot from your conversation so far. And, dude, one of the things that I got from your talk is you think in massive possibilities. Number one is you’re a maximizer. You see the big picture, what’s the biggest opportunity, you define the actions that can maximize that opportunity. And my question is around the courage to implement those actions. It sounded like when you’re talking about your arc, he’s like, well, I won here and then I won again, and then again, and then like, now you’re coming to the terms of like, was this really fulfilling? And I’m still in that arc of maximizing the possibilities and sometimes struggle with the courage to implement the actions. So I’d love to hear some of your mindset around, you know, the flexing that what is it called? Like not stupid or ignorant, but that to turn off the mechanism that says you can’t.
Mike Koenigs 8:57
Oh, yeah, so talking about to exercise the possibility muscle.
Colin Campbell 9:02
The possibilities, let’s exercise the possibility muscle man.
Mike Koenigs 9:04
Just made that up, but what the buck right? All right. So here’s an idea. So full disclosure. I don’t know if this is age, timing, wisdom, but I say no to so much stuff right now. And honest to God, the truth is I just don’t want to fail my body, my soul, my family, the intimacy I have with the people that matter most. Okay. So when in doubt, the answer’s no. But there’s two things I’ve recently done. And I can bring them up on screen, but I’m also going to put them in chat for you. Because I realized something and again, if you want to give me an example of something you’re dreaming about and we can use a real life example to get there or do you want me to show you two samples of something that I tried, and I’m going to pursue, because they’re incremental wins. And that is really the key to flexing the possibility muscle.
Colin Campbell 10:06
Great question. I think that just for context I write books for service based business owners to get leads, the books that get leads. And then
Mike Koenigs 10:19
Love that business I love that business. I love that business.
Colin Campbell 10:21
Yeah.
Brian Kurtz 10:24
You won big in that business too. How many books did you write? 18?
Mike Koenigs 10:27
We have 1800 business owners who go through publish and profit. I’ve written 13 and all of them were basically designed to produce a million dollars in 100 days, that was the mindset behind them. So look, they aren’t long lasting books. They’re purely tactical sales stories embedded in between two covers for the record, but it sounds very similar to what you’re talking about. So help us dream your dream together. And let’s see if we can get to a destination and we’ll, you know, set a little timer. But what is it that you’re struggling with? What are you afraid of right now? What illusion do you believe that absolutely isn’t true, because the universe just wants you to be happy and connected and loved. Because you are a divine being ageless and timeless?
Colin Campbell 11:17
You’re actually answering these questions or you’re asking me this question?
Mike Koenigs 11:20
I’m asking you that question.
Colin Campbell 11:24
Yeah, I want to see the biggest impact that it can have for you know, it’s one thing to do this as a service and be paid a fee for it. And that to be the income model, which isn’t scalable. And I’d like to be able to define an industry where it’s the beginning, middle, and end of the impact where I can maximize the income that comes in from it, of course, but also do that, in what you’re talking about with within an industry or with people that I love, who get it who get direct response, who are, you know.
Brian Kurtz 12:12
It sounds like you’re gonna be Mike Koenigs when you grow up, Colin. That’s what I’m hearing here.
Colin Campbell 12:15
I wouldn’t mind.
Mike Koenigs 12:16
Well we’ll have a conversation when we’re done because I need a writer right now. So you might have just helped me help you. But let me give you the framework, because I see everyone’s saying, Give me the framework, give me the framework. I’m going to teach you a framework. That can be a mind bender, and it may help the next three because I know we have Rob and Ginger and Teresa come.
Brian Kurtz 12:41
Yeah. What’s your timing, Mike? We can go over one o’clock, but if you can’t.
Mike Koenigs 12:44
Right, I totally can. I’m here in fricking paradise and I can do whatever the hell I want. I’m free. So I’m yours as long as you’ll have me, okay?
Brian Kurtz 12:53
Yeah. And the thing is, this is being recorded, and it goes out to everybody in the group, you know?
Mike Koenigs 12:57
Yeah. So let’s do this. Thank God, the connection has been good. So let me give you the framework here. And first of all, I gotta go boom. And then I’m going to add me up here. So this is framework number one and I call it the 6 m’s. All right, and some of this is going to be super basic. I know, but it’s super important. And, Colin, you can bop in anytime. So basically, the first step is mindset. And if any of you are familiar with Strategic Coach, this is the bottom line. What you’re looking for are what are the non negotiable values that you have. And Colin would say, I want someone who bling bling bling. Like for me, I know, for example, that my ideal perfect clients are going to be business owners and founders of b2b businesses that are doing $3 to $50 million. And they are the check writers. And they don’t have to go to anyone for permission. Now, they also invest in their own development. So they’re actively involved in a strategic coach, a Genius Network and EO YPO, meaning they’re belongers. These are people who value shortcuts, they will invest in wisdom. And I also know that historically they are eight, nine or 10 quickstarts. I’ll occasionally take a seven quickstart if you’re familiar with Colby. But we’d make a list of the non-negotiable values, these are lifestyle. They’ll crush your soul if you allow someone to take advantage of it. And that is really a big part of this. You got to draw a line.
Okay, next step. It’s who is your market? Now, we’ve all been through the design of your ideal perfect customer before, but you know, again, I know that mine are usually 45 and above male and female. Usually you know the income. So this is the demographic psychographic. Okay, great. Next, what is our model? Now in your case right now, Colin is an example, your model is I will write books for service oriented businesses so they can dada da da da. But you’re a selling what and you’re selling a how, remember, we all need to be in the results, outcome, benefit business. Yes, I know, this is basic stuff, but we forget it all the freaking time. So what I do in my model, my big promise to people is, I will give you one of two big things, okay.
So if you’re a founder, I’m going to help you build an Elon style personal brand so you become a multiplier in your business. Because an Elon branded CEO can increase his access and value even when you want to sell it and get out of the way. Steve Jobs died, Apple is a $2 trillion company and the soul of Steve, meaning his values remain. In general, not always we could argue that to but in general, you can argue the success. The whole idea is what you need to become as a multiplier of voice piece. What is your message? How’s it going to amplify? Very consistent with Colin. On the business side, what I do is I find money you don’t see. Oftentimes, I help you monetize your IP, create offers that are 10 times to 25 times bigger, and figure out the message and a simpler way of getting the product, get the message out there and do deals. That will be the second framework I’m gonna give you. Okay. Anyway, that’s the model. How do you make money?
Next, this is a big duh for all of you. We’ve been through this before. What’s the message? I did a podcast episode at Dan Sullivan years ago, and it’s called the civitas moment. The one word offer. A short version is one of the fewest number of words your perfect ideal client and customer needs to hear so they raise their hand and say fuck yeah, man. All right. And you know this comes down to great storytelling that’s future focused and it’s the traditional I you know, I think the hero’s journey is the best way. Once upon a time there lived someone just like you, had big problems just like you do, trying to dada da dada, failed, tried, along came a wizard just like me and my product and service helped you through there, showed you the secrets, gave you the shortcut, we applied the magic wand, the crystal fairy dust, you’ve got it now and you lived happily ever after. Amen. Thank you, Jesus. Okay. So then so Gandalf, Moses, Jesus, however you want to roll it, okay?
And then the media. So, now, I love video, I love mobile, but I don’t care. So whatever works best to get them to raise their hands. And I’m going to give you a really, really powerful model. That’s the second framework and then finally, the multipliers. Okay. I’ve come up with, we all have strategies so little while and go you know, every one of us if you’re in direct response, you’ve got your little secret toolbox. David Foley loves paper, loves print, loves direct response. Okay. Colin, you just talked about books, okay? Whatever the media is, that works. Okay. So let me show you one of my favorite multipliers, and I’ve got a supplemental video to go along with this that I’ll give you. So far everyone is with me? Raise your hand, thumbs up and all that great. So this is the ambassador model. Here’s the basic idea. So in the middle we have Who do you want to be a hero to to use a Strategic Coach language that is our perfect client customer with unflappable values? The next circle is if you answer the question, what affinity groups do they belong to? In my case, Strategic Coach, Genius Network, EO YPO. Those are great. Now what do they have in common? Shared common values. Okay, you get kicked out of the group if you don’t share the same values.
Now on the next one is going to be the influencer. So imagine for a moment if someone who knows the founder of the affinity group says, hey, Colin, there’s a whole bunch of service oriented businesses. All of them are right to hear about your books. I just made a call. The founder wants you to do a one day workshop, you’re going to teach your model and be able to present an offer. There’s 1000 members, 250 are already in to show up. Probably enough work for the next four years is that okay? All right. But there’s something more supreme. What is it? What is it? Is it? Everyone, everyone? Wait for it? Bueller? Bueller. So we’ve got an ambassador. So if I send you right now, who is someone who all of these potential prospects trusts, more than anything, and a lot of people say, Tony Robbins, Oprah. Think of whoever our version of God stands on a stage in and in it are the founders of a whole bunch of affinity groups, okay. They’re all there. And then there are a whole bunch of influencers who know other founders of affinity groups as well. And we’ll say the pope stands up, or whoever it is. So whoever your ambassadors, anyone comes to mind, who every one of the founders you’ve ever worked with, or work for, or want to work with actually trust and admire and believe.
Colin Campbell 22:01
Probably not off the top of my head.
Mike Koenigs 22:04
Let’s just call them the Pope. Alright. Gotta get Pope on the phone. So the pope stands up. And he says, In a moment, we’re going to take a break from our holy exercise that we’ve been doing here, but in the back right past the final pew is a man named Colin Campbell and I’ll tell you what, if you want to create a solution that will put you in touch with the best clients and customers you’ve ever had at a lower cost of acquisition in a way that they’re prepared to work for you, they’ve got their wallets, ready to stroke checks, I want you to go talk to that guy. And he’s gonna say five words to you, you’re gonna say yes, you’re gonna write out a check for whatever he asks for. And then when we’re done with the break, you’re going to come back in here and by the way, I stick my reputation on the fact that Colin is your man. And if you decide not to do that you’ve been excommunicated from my holy church. In fact, you’re no longer allowed in my religion. All right. That’s what the Pope says. So whoever the Pope is for you, that’s your magic ambassador.
So the point of this story is, the mental model I use right now to think bigger than anything is what is the story that the ambassador would need to tell the hero so you have to package the right story? And then what’s the story they need to hear to say, I will risk my reputation for you, okay? And it’s gonna be easy for them to tell the influencer of the affinity groups. But the whole point is somewhere, there is a relationship, there’s a connection, there’s a story that can be told, that can influence the influencers and give you access to all the clients and customers you’ll ever need for the rest of your professional career. And bypass the bullshit. And my theme of the year is what is simpler and fuck funnels. Fucking hate them. Bullshit bypassing I love it. I think social media is a toilet. And if you don’t want to get sick, don’t like toilets. I don’t like to taste the shit. So I don’t like toilets. And I think it’s where the dumbest of the dumb malicious stupidity exists right now. I know that sounds a little angry. But we did get past an election cycle, didn’t we, ladies and gentlemen? And if there isn’t malicious stupidity in this country right now, I don’t know what is.
Brian Kurtz 24:33
This is great. It’s not only a great framework, but the way that you frame the framework in terms of, you know, finding an ambassador that, you know, aligns with you is so much easier than going out. Again, it really comes back to where you are in your life too. Going out to, you know, the eight versus the 8 billion. And I think that you made it so tangible and palatable and you put it into a frame that it’s not that complicated and the term that you had early on, your first box, non negotiables, it’s coach speak to some degree but Jeff Walker talks about a lot of other people talk about it and Barry and blue talk about it. It’s not you know, what are your non-negotiables? What are you not going to, you know, and once you’re once you if you start there, that’s the foundation. I think that’s a fantastic mindset. I’m so glad that you laid that out for us, Mike.
Outro 25:43
Thanks for listening to the Timeless Marketing podcast with Brian Kurtz. Visit BrianKurtz.net and click ‘Podcast’ at the top of the page for a full transcript and show notes. If you’re interested in working with Brian personally inside of Titans Xcelerator, go to BrianKurtz.net/help to see how Titans can help you grow and scale your business. That’s B-R-I-A-N-K-U-R-T-Z.net/help.