Ep057: John Blake

Welcome back to the More Cheese Less Whiskers podcast.

Today we’re talking with John Blake all the way from Perth, Australia. The city that has the lucky distinction of being the most populated, isolated, city in the world.

The good news is, that hasn’t stopped Blake from building a really nice business helping other businesses crack their marketing codes. We had a great conversation about the opportunity he now has to, instead of doing original work all the time; finding new clients, starting a new project, continuing to grow and raising the income by either doing more work or raising prices and finding a higher and higher value clients, we talked about the idea of getting leverage from the work he's already done by doing work one time that he can syndicate to other businesses all over Australia.

This is a subject that's near and dear to my heart. Something I’ve built a lot of my career on is creating what I call scale ready algorithms; to crack a code, and then roll it out across the country to local businesses that can use that same strategy again and again.

I really enjoyed this conversation and I think you'll get a lot out of it. Especially, if you're someone who’s doing a lot of original work that could have value to other businesses.

If that sounds like you, head over to the Be a Guest form, tell me a little about what you’re doing & it would be great to have a ‘syndication series’ of episode to go deeper on this idea.


Show Links:
Be a Guest - Syndication Series



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 057

Dean: John Blake.

John: Good Dean, how are you going?

Dean: I am so good, how are you?

John: I am going well.

Dean: There we go. I’m excited to finally get to have some evil schemes here with you.

John: Yeah definitely.

Dean: Why don’t you kind of tell me what’s going on and that evil scheme so we can hatch here.

John: Cool, all right. I have a consulting business. I guess you might call it a traditional consulting business, where I’ll talk to a business owner. I’ll uncover the possibility of helping them primarily with the … first and foremost with their sales process. Then I guess as a secondary thing that I do for people, is I have like a off-line, like a direct mail strategy that I help different businesses to implement to make a direct play to their dream clients. As they are typically getting through their normal day-to-day type marketing.

Dean: I got you.

John: Everyone’s got a funnel. They’ve got clients that come to them through their funnels, referrals and organic sort of traffic, but they also have a list of people that they’d love to work with that aren’t necessarily passing their door. I’ve got a way that they can show up using which I’m sure you’re familiar with, very similar strategy to what Dan Kennedy does with the Shock and Awe Pack, only it’s sort of implemented slightly differently. But it’s primarily helping them to create a sales process from the initial inquiry that they get into their business to where the client comes on board. Such that they maximize the conversions from inquiry into paying client, and bring them in at the highest phase possible. Maximizing the value of that particular opportunity.

Dean: Awesome, so are you mostly doing … often with lead conversion or lead generation? What’s the-?

John: Mostly lead conversion but some people it’s lead generation with the pack, but it’s mostly conversion.

Dean: What kinds of businesses? Is it a specific type of business or?

John: Here’s the thing, I have never been particularly niched. I guess if you would have out a broad category, it would be serviced based. At the moment I’ve got a company that sells power reduction. I’ve got another company that sells … they’re like a mining services company that locate underground power cables and gas and electricity. I’ve got one retail client I’m working with, I’ve got a PT. I’ve got another consulting business, an accounting practice, Bathroom Renovation Company. There’s really no particular niche per say, other than I’ve probably tended to gravitate more toward service-based type businesses.

Dean: Where is the opportunity here? Is it in getting more people to help or improving that process? What are you focused on?

John: The thing I’ve realized is that if I was to narrow down a niche that I think it would be the one thing that would make life a lot easier, because I’m sort of really dealing with such a broad base of people. I’ve actually had the experience of helping some of my clients who are particularly niched and I’ve just found that creating marketing for them and helping them scale their business becomes a lot easier.

Dean: Everything is easier when you’ve selected the right target audience.

John: Yeah, exactly.

Dean: It’s absolutely true. That’s why it’s profit activator number one.

John: Exactly.

Dean: Select a single target market.

John: Yeah, and I guess maybe because I live in … I know that you’ve been to Sydney, but Perth in Australia is the most remote city of its size in the world.

Dean: That’s what I’ve heard.

John: But it doesn’t mean that I can’t select a niche but that’s the bit that I’ve always sort struggled with.

Dean: Are your clients all spread out all over the place or are they mostly in Perth?

John: No, they’re mostly in Perth, I do have some East-Coast based clients. I currently deal with people remotely. I’ve done that and I am doing that.

Dean: Do you have anything that … we start to look at some different models for how you could scale this or do this, and the thing about locals, like doing everything right there in Perth, is there any opportunity to syndicate what you’re doing? I don’t know whether you’ve had me talk about that before. The idea of you’ve cracked the code for one particular local business and you can then scale that to other independent kind of local businesses that do the same thing all over the place. Because part of the thing is once you crack the code, it’s kind of … it’s easier to scale something rather than having to do original work each time. Trying to come up with the package that’s going to work. But could you take and do the same thing in Melbourne, in Sydney, in Brisbane and all the other places?

John: Yeah, of course, easily.

Dean: Have you done anything like that or have you got anything that could work for that?

John: Well, I’ve done work with clients all over Australia. I just haven’t ever really settled upon a particular niche per say or a particular type of niche. So if we look at this-

Dean: Or maximize.

John: Yeah, so if I look at all of the clients I’ve dealt with in the last say six years, there’s 104. I guess you could say I’ve cracked the code 104 times.

Dean: Right and that’s kind of the thing. Is that that’s part of the thing is that what that limits you is that you cracked the code and now you’re on to the next one and you have to invest just as much time and energy to crack the code rather than cracking the code once and then licensing that cracked code to somebody else. Part of the thing is that when you can get a result, that’s been one of the magic formulas that I’ve kind of relied on. It kind of creates a really nice way to scale without having to continue to do original work.

When you develop a process or a system or a way to provide a result for somebody and that result is duplicable that you can do it again, then that has value. The value of the result is still the value of the result. Regardless of … it just doesn’t take you as long to get it now. The margins, the profitability on being able to create a result for somebody, is really exciting that way. And you could show somebody else how to get that result. It’s really interesting, if you take a vertical, if you pick a market that works on almost like a franchise prototype kind of model.

Where it could work in territories of 20, or 50 or 100,000 people kind of thing. Even in a place like Australia, there’s a lot of opportunity for something like that. That’s kind of the interesting thing. You’ve cracked the code 104 different ways and there’s some interesting thing of being able to look at and create results with 100% eye on duplicating it all over the country.

John: Yeah. As I look down the list, the one’s that I would mark as being enthusiasts, with whoever you work with, there are people that you do your work and then it comes to the natural end and then you move on. Then there’s others that would be a zealot for you, that would refer if you rang them again they would do more with you or the rest of them. The vast majority of them would have some sort of a service-based/consulting type category that you could assign to it I guess.

Dean: If you were to take knowing what you know kind of so far in the conversation, which of the 104 if you can think of a few would be ones that would maybe fit that model that you’ve got confidence that you could go into that market and create a result.

John: There’s a couple in the building services type categories. They only supply like flooring or curtains or stone bench tops or … there’s a couple of those that I’ve done really well with. There’s a lady that has been a client for a long time, who has like a debt collection business.

Dean: That’s some pretty good, a lot of that.

John: So it certainly helped her. She grew her business by 600% in a couple of years. That was pretty exciting.

Dean: Nice, that model, whatever you’ve created for her, would that be something that another debt collection business would be interested in?

John: Yeah, potentially.

Dean: When you look at that-

John: If I didn’t have all that in there in place already.

Dean: Part of the thing when you look at being able to create a result for somebody, it’s almost like … If you could take it all the way kind of thing and be the before you or for somebody. Especially if you can create something that generates the leads and converts them and could install that in their business, that’s a pretty like really great place to come from.

John: Yeah.

Dean: You look at even where you are and you kind of have that lens of a local business serving local clients that that business would be duplicated in all the other cities of the same size or even smaller.

John: Yeah.

Dean: That’s an amazing model in that there’s so much opportunity that way.

John: Do you mean essentially creating the same business, but just duplicating it across all the different states?

Dean: Exactly, so one of the things that I’ve done that’s created a wonderful foundation, is syndicating things in the real estate world. I started out as a real estate agent and I like most real estate agents was making cold calls. I would call people on the phone and then when I discovered direct response and that I could put words on a post card, or words on an ad that would get people to call me, that was just so much freedom. I put together a guide to Halton Hills Real Estate prices which is where I live.

That was like a total game changer for me. I never had to make another cold call, people would call me when they were thinking about buying a house in Halton Hills. I would get in touch with them and then they would come and buy homes. And then I licensed that system to 40 different real estate agents all around Toronto and I did a guide called 40 Great Places to Live within an Hour of the City. It was a pure syndication. I took the exact system that I had created and I set it up exactly for them in those 40 individual markets. That was a really great business, and then since then, we’ve gone on and a huge coaching organization that licensed all of that stuff to thousands of real estate agents all over North America.

Once you crack the code, the great thing is that the scaling of it is delegateable. The scaling of it, now if somebody doesn’t have to know how to actually crack the code, they just have the teacher’s edition. They have the cracked code to teach somebody. And it’s a really interesting thing. There’s a guy in the states here called Wyatt Woodsmall. I don’t know if you’ve ever had that name before. Do you know about Wyatt?

John: I have, certainly.

Dean: Wyatt is one the-

John: LLP guys.

Dean: Authorities on LLP. Yeah he’s one of the original guys and when people read about Tony Robbins going in and working with the military to lower their training program for the Maxim program, it was actually Wyatt that did that with him. Wyatt’s what’s they call a modeler. Wyatt said something that was really like profound to … he’s been a good friend of Eben Pagan for quite some time, 20 years. He said that there are two types of challenges that we face as entrepreneurs.

There’s what he says are technical challenges meaning that the answer is known and you just need to know how to do it. There are adaptive challenges where nobody’s ever done it yet, and you need to figure something out. There’s no readymade solution. The adaptive challenge is what we’re attracted to as entrepreneurs. That’s when you’re taking your skills, your ideas and you’re applying them to a new … you’ve done it 104 times. Taking your adaptive skill of cracking this code and you’ve adapted it 104 different ways. Each one of those 104 that you’ve done, now is laid out if you’ve done it with some forethought in a way that is a technical challenge that you could show somebody how to get that result.

That’s where the real scale in comes. Because right now you’re limited by your availability and the time that it takes you to crack the code, and you’re the only one that knows how to do it. You’re the adaptive problem solver, right?

John: Yeah.

Dean: That’s where you’re just thinking of I’m going to take this adaptive work that I’ve done but I’m not going to move on to the next one until I package this up in a way that I could show somebody how to take this one thing and spread that all over. It’s really interesting because typically I find the people who like to crack the codes are not the same personality as the person who likes to spread the code. That’s where I think you run into the thing that once you solved the puzzle, you’re not as excited about doing it again, because then it starts like … I get it, that you’re an entrepreneur.

The thing is that now it’s like the ultimate freedom is at least, you want to leave something in your wake that is going to continue on. Right now unless you do that, you’re kind of doomed to continue to just seek new projects because you’re doing custom drapes every time you’re … I had a friend whose father owned a drape factory where they would make all their money is on the standardized sizes. They would make drapes and then they would mass produce them versus making custom drapes where you had to … you could only make it once kind of thing.

John: I get it. One of my clients that I’ve helped does blinds and curtains, so yeah I get it.

Dean: Yeah, great. You look at that. If they’re doing custom blinds and curtains. They’re doing all that work, but they need to find people who want to get blinds and curtains. If you were able to help them with that process of finding people who want to get blinds and curtains, you’ve got in your hands now, something that every person that does blinds and curtains over all Australia would be completely excited about getting their hands on. That’s a really exciting kind of opportunity when you really start to think that way.

That you’ve got something that becomes an asset that continues to grow. Believe it or not, it’s hard as entrepreneurs to think that anybody would want to just equate that one thing. But there are people that that’s what they love. They want to have one thing, they want to know exactly what they’re doing and they just want to execute. They get joy out of installing this successfully again and again and again and again. They can’t figure it out though, but they can’t figure it out.

John: The code spreaders.

Dean: Yeah.

John: Yeah. Just in terms of what this would look like. It would be finding somebody almost as I think you alluded to as almost like a franchise model.

Dean: That’s exactly.

John: Or syndicate the actual process.

Dean: Yes, because I get the feeling that wouldn’t be … if I told you well, pick one and then let’s just dedicate the next two years of your life to just spreading the word about that one, we’re going to take that all over Australia. But that’s not as exciting to you as continuing to crack the code.

John: I guess it’s like you do the thing that you most want to do.

Dean: Well, that’s exactly right. And there’s nothing wrong with that.

John: It’s almost like regardless of what sort of business you’ve got. A butcher or baker or a candle stick maker. It’s like I could help you get someone up in there.

Dean: Yes, and there’s nothing wrong with that. It’s like you’re … I’ve been having a lot of … I’ve used this, the words, scale ready algorithm as what I end up creating. That’s what I do. I create scale ready algorithms. I crack a code one time and then it’s all got the opportunity to be used again and again and again. I was thinking having conversations about this, that in a lot of ways, a hit song is a scale ready algorithm. It’s fascinating to me. Do you know who Max Martin is? Have you heard that name?

John: No, and I’m a music enthusiast, and now you’ve really got me interested.

Dean: Okay, perfect. Is Billboard and international things, Billboard charts for music like the number one songs?

John: I’ve certainly heard of it, yeah.

Dean: So Billboard is like the authority number one songs. There’s on the list of people in history who have written songs that have gone to number one on the charts. The list goes Paul McCartney, John Lennon, Max Martin, and nobody’s ever heard of Max Martin. Even music enthusiasts don’t really know who Max Martin is, but Max Martin is this 45-year-old Swedish guy who writes every song on the radio basically. He’s written starting with Ace of Base and then all the way through all the boy bands NSYNC, Backstreet Boys, Britney Spears, Katy Perry, Taylor Swift, Pink, Kelly Clarkson, Bon Jovi, the list goes on and on and on. Justin Timberlake.

He’s written 23 number one songs, and he just stays there in Sweden and writes the songs and then the artist takes that scale ready algorithm and they launch it out into the world. It’s all over the radio, they tour for 18 months or two years on the back of this scale ready algorithm. They go out and take that all over the world. Meanwhile, once Max Martin’s written the song and recorded and produced it with them, he’s back in the studio with the next person. He’s not going out performing, nobody knows him, nobody … You couldn't pick him out of a lineup. And he's one of the most successful and probably one of the richest people in the entire music industry.

John: That’s incredible.

Dean: It's a pretty fascinating thing. There's actually a book about it. About his method, but he's got a whole hit factory kind of set up there in Sweden and the process of how they create the hits, is kind of outlined there. You know, so you look at what … You could, it's kind of an amazing interesting story too right. Like you think there in Perth is the equivalent of Max Martin being in Sweden. Right as far away from the epicenter of the music world as you can imagine, but for that to be that hub, like for Perth to be the business center of this scale-ready algorithms coming out all over Australia is a pretty fascinating thing.

When you look at that … I know you were kind of struggling with like how to narrow down to a single target market. That maybe could be part of it, is to at least think about it as if you look right there in Perth, with the companies that you’ve worked with and you think about the ones that would have that kind of scale-ready ability. Like you think about have you done any work with dentists or have you done any work with chiropractors or has it been home services, the businesses, financial advisors.

You think about all of these things. Like if you were just to sit and look through the Yellow Pages or the business listings and just kind of think, do they have one of this in Melbourne? And is there one of this in Sydney? That’s an indication. Because I get the feeling that you could crack any kind of code and that you can apply, that’s where you get the juice is trying to apply what you know to different … You adapt it to fit whatever the business is. Like you’ve done it 104 times, but I would bet that some percentage, more than a half of the work was really a derivative of your model of what you know how to do. It’s not 104-

John: Yeah, is really only, really only 20% that’s nuanced.

Dean: That’s exactly right, so there you go. So imagine that you take that and now get some real leverage on it and do it. With a licensing kind of arrangement or a way of getting that result on a recurring basis, that can set up some recurring revenue opportunity for you.

John: In terms of who I would license that too, it would be license it to a business or license it to a person that’s going to sell to a business like somebody that I’ve already done it with over here?

Dean: A little of both even, depending on what you want. You know, whether you have access to or you want to. Because then the fun thing is that you can still get your adaptive challenge of figuring out if I were … It’s almost like your own client in a way. For that, when you’ve cracked the code, now you become your own client and say “If I wanted to crack the code on how to spread this to all the financial advisors, or all the roofing companies, or all the things, how would I approach that?” And then you teach somebody that system to go out and run that.

Part of it is that your … The greatest asset that you have is you have access to your code-cracking ability cost, for free. So, you want to start thinking about that. It’s almost like you start thinking about your intellectual capital as a venture capitalist and investing in yourself. So you’re investing in work that you’re not getting paid for by somebody else, but you’re building an asset that is going to bring in money while you’re not working. If we took 100% of your income in the last 12 months, what percentage of your income was what I’ll call unearned income? Unearned meaning that it didn’t require any of your time. It came from loyalties, it came from licensing, it came from recurring …

John: Zero.

Dean: Zero, exactly and there’s the thing, like this where, this is a big shift. This is the shift that goes from 250,000 to a million. It’s very difficult to get to a million dollars on just doing more of what you’re doing.

John: I’ve certainly noticed.

Dean: Yeah, and it’s true. I mean that and that’s part of the thing, it’s because you’re doing custom drapes. Once you license stuff up, once you package stuff up to scale, that’s really a cool opportunity. And a good place to look is even to think about what are the top franchise businesses in Australia already, because that’s where you can then have a distribution model. Where you can work with one franchise and then they would be thrilled to have that results deployed to their own network.

That way you don’t have to go out and find the individual ones. You find someone who’s already gotten the distribution network and they are already trying to figure out, “How do we increase their business. How do we help out franchises make more money or more leads?”And if you work with … Because the whole franchise model is set up on that basis, that its duplicatable operating system. But what most franchises don’t have is the duplicatable before you or after you system. Most franchises are “Here’s how you run the business and you get the branding and all that stuff set up.” So you’re licensing the during unit, the ability to do the result and not so much the before you, the after you then.

John: And often they have some sort of sales system in there but its stuff are not very good.

Dean: Right, exactly because it’s an afterthought. The people who are interested in setting up franchises are largely operational people. They like to set up systems there. They would be follow throughs on Colby. Those are the kinds of people who that creating a franchise is exciting to and the people who buy a franchise are people who like follow checklists. They’re not good at creating checklist, but they like to follow them, its like just tell me what to do, I can operate this. And so they look for the same thing. They look for the ability to have a marketing system that they could just follow-through, you know?

John: Yeah the code spreader.

Dean: Yeah. So the 104, what ones kind of pop up that might be suitable for something like that?

John: You know this kind of building … These three building services ones like companies that are selling to builders is some financial services and management consulting ones that you would probably fit to a similar top category. Certainly some retail, I mean I’ve done Ipsos retail over the years.

Dean: Great, now you’re getting to the ones where like the greatest scale. You know when you get to the ones that could work in the smallest geographic area, you know like if you get something that could work in an area of 50,000 people, that’s a really great … You got an amazing system then.

John: So, when you say 50,000 people, what do you mean?

Dean: Well, so for instance, some businesses are, serve a broader area. Like when you look … But you look at a coffee shop or a retail store or a chiropractor or dentists or any of those that they are not a gym or a personal trainer or any of those things. If they’re in a market of 50,000 people, that radius is probably going to be more than enough for them to find all the people that they could possibly work with, you know.

John: Just sort of like going more, like thinking more of it from an area of exclusive type thing?

Dean: Yeah, that’s certainly, that’s a fantastic, that’s what adapts itself mostly to the scale-ready algorithm. That’s what adapts itself is that you can … You look at it, something like a debt collection service, like you could imagine that that would have a broader area, like they may serve national clients and there’s going to be some overlap that they’re competing for the same business. But an auto body shop in a local area is not going to be competing with somebody in Melbourne or Sydney or Brisbane. And so you start to look at what types of businesses are scalable and which ones are duplicatable.

And there’s a difference, but scalable means you could stay where you are and scale out and be the ability to operate kind of thing. But part of … but scaling can also involve duplicating. Like if you have a successful coffee shop, you can start another one and another one and another one. Right. Starbucks, McDonald's, all the restaurant type of one’s go. They’re spread out by geography. Dentists, anybody where the business, the product or service of the business is going to be consumed locally is a really great candidate for that.

And part of the thing when you start to think like this, that that opens up, that now you’re able to work with businesses that otherwise wouldn’t be able to afford to work with you individually. Like you’re typically, you’re at a place where you’re looking for bigger clients because they can afford whatever fees you charge. Like you’re not going to go into a local retail shop and then be able to afford the fees that you would charge to work with a local.

John: No, it doesn’t steak up, not for a single dough.

Dean: Right, and you could have amazing results with that. And that’s where your access to you at cost or for free is a advantage, because you can overinvest in what would seem like one business that can’t afford to pay for the amount of attention than stuff that you do for them, but you know that where the money is being made is in the thousand people that you license what you’ve discovered to. Or the 100 people or whatever it is you look at.

John: So what you’re saying is I could overinvest in one business, crack the code and then scale that to another business?

Dean: If you create an operating system for a local business that increases their revenue by six figures, which should be a reasonable thing for a small local business. You could certainly go in and do something like that. You then can take 100 of those businesses all over Australia and license that to them for $500 a month. That’s $50,000 a month unit of your business, that doesn’t require … That’s not you doing original work. Kind of exciting when you start to think like that.

John: Definitely. I’ve been in this business for 12 years now. Like six seven on my own and then six seven with a partner prior to that. We were looking at doing the franchising thing at one point, but it wasn’t … I mean there’s so many different ways of slotting this, but it wasn’t exactly what we’re talking about right now.

Dean: What’s that stimulating for you right now, like what’s your thought path on it? Explain it back to me like what you think of your-

John: It sort of activated a part of my brain that I don’t think I’ve ever really … I don’t think I’ve ever really accessed before quite frankly. I don’t think I really have been very myopic in terms of the way that I have looked at my business.

Dean: Custom drape maker.

John: Yeah, pretty much.

Dean: No, and a great custom drape maker.

John: And I think it’s you know … I think you kind of nailed it within about sort of 10 minutes of our conversation, you were like you get excitement from cracking the code and I’ve even-

Dean: Yeah, because I recognize it because I’m one of you, I’m you. I’m just saying, that’s the truth. That’s what it is.

John: And I think that the, I’ve even as I think I can recall, clients that I’ve been work with and I get to a stage where I’ve sort done a thing and they’re getting good results of it is like, “Oh, I’m bored now, I want to go do something else now.” Talk to somebody else, do something different. Let’s go to a different challenge.

Dean: I get it, and so that’s the thing is you did like find artists who can take that out and scale it. You need so many to go out and sing your song. Spread the songs all over Australia and maybe you could sneak over to New Zealand.

John: What’s that?

Dean: And maybe you even sneak over to New Zealand.

John: Yeah, well, I’ve been to New Zealand quite a lot on business over the years. It’s like I’ve done a … I’ve just actually done a project or just about to kick a project off with a national retailer. The deal is already done, so I can’t really talk about any stuff with you, but I’m just about to kick off for the national retailer, which is the first retailer stuff I’ve done for ages.

So I need plenty of help, but I’d sort of steered away from them a bit because I was like, there’s a lot of downward pressure on retail over here because of the online thing and not many of them have got any money, but they probably got 500 bucks a month. So some sort of a leverage top system that’s done and is proven.

Dean: Yeah.

John: Yeah, definitely.

Dean: It’s all very exciting. I mean once you start thinking about this now, it’s like you’ve got all that stuff going. Have you read E-Myth?

John: Yes.

Dean: A Michael Gerber’s book. Yeah, so you know. That’s what planted that seed for me when I first read it almost 30 years ago now. When that book first came, I read that book in 1990 which really … That was a game changer for me. That was vector changer that I really got that concept of the duplicatable model on a really, really deep level and I started … Everything I did, I started getting it to where it could be duplicated 5000 times. That was mantra.

But in order to do that too, you have to be willing to invest time that you’re not getting paid for. Like when you’re working, when that code cracking machine is fired up, you’re getting paid for it. It’s somebody’s sponsoring the running of the machine. What I was saying that you’ve got, the greatest asset you have is that you own the machine and you can fire it up for yourself. The output.

John: The what?

Dean: The output, you know that’s the thing is once you figure out how to do it and you can show somebody else how to get that result. I think if we’re going to look back and this is going to be a pivotal moment for you.

John: Yeah, I mean obviously there’s a few missing pieces just in terms of what those top arrangements would look like from a business perspective, from an offered perspective and all those types of things but-

Dean: Yeah, that’s your favorite thing. That’s a new thing for you to figure out.

John: It’s both adaptive and technical. I’m sure it’s been done before.

Dean: The first thing you have to worry about is can you get the result and can you do it again? Once you’re able to get the result in a way that you can get it again, you’re going to figure out, then you’re hiring yourself, then you become your own client and you say, “Hey, I’ve got this thing and it would be great for this people. How can I get the word out to them? And then you start cracking the code to help you help them crack the code. You’re going to love it.

John: Yeah, definitely.

Dean: It’s all very exciting.

John: It is, it’s just a classic that you pretty much nailed it within the first 10 minutes.

Dean: That’s right, I’m there only because I’m you, I’m the same thing. That’s part of the great thing about doing More Cheese Less Whiskers is that I get to crack new codes all the time, that’s what these are. But I’ve got the framework. The 8 Profit Activators are the lens that I’m looking at all of this. And before, during, after so I’ve got a fixed framework that I’m running all these different businesses through.

John: Yeah, it’s true.

Dean: That’s the thing I think when you look at it, if you thought about it, you have a fixed framework too. That makes up the 80% of what you do the same for all of these businesses. And maybe you just haven’t thought about it or formalized what that context is, but that’s the key to packaging up all these solutions.

John: Well look, I guess the upshot for me, because I’m mindful of the time factor, but the upshot for me is really to look a lot closer at this list of 104 people and really looking at what was the most definitive … I made a couple of notes there, one which jumpstarted me is who would really harm me tomorrow if I gave them a cool right now? If I gave a cool tomorrow, they would say, “Oh year, got it, come back.” You know?

Dean: Yeah.

John: We can always do with more of what you did or the result that you created for us was such that we’d have you back any time or-

Dean: That’s exciting, that’s the first steps.

John: Very good. Well thanks for having me one Dean, I very much appreciate and it was great chatting to you too really.

Dean: Yeah, absolutely, thanks for coming on. I’ll send you a note when we post it up.

John: Yeah, perfect, awesome. Well you enjoy the rest of your Friday and-

Dean: Yeah, and you’re going to be up all night. You have to be able to go to sleep now. You got a note?

John: Exactly.

Dean: That got things to crack.

John: Exactly, love it.

Dean: And there we have it, another great episode. I really enjoyed that conversation with John. And if you’re listening right now and you’re in a situation where you can resonate with that that you’re hearing something of yourself, that you’re doing original work, but you may have something that could be syndicated, I think I’d like to do a little series on syndication. So, I would encourage you to go to MoreCheeseLessWhiskers.com. First of all you can download a copy of the More Cheese Less Whiskers book and click on the Be A Guest button and tell me about the type of syndication that you might have an opportunity to do or that you’re interested in discussing that.

Because I think that there are a lot of people who are really great at what they do. They’re really great at cracking codes and they are not capitalizing on the real value of what that could be. I’d like to see where this could go. So go to MoreCheeseLessWhiskers.com and let’s have a conversation about it. If you want to find out how your business is being either slowed or booed by the 8 Profit Activators, go check out ProfitActivatorScore.com and we’ve got a scorecard that you can see where the big opportunity for 8 Profit Activators is in your business.

So those are some good homework assignments for this week and I will talk to you next time.