Speaker 1I'm at the very front of my underground spa. 4,000 square foot, built behind my home. Reckon this is going to come in anywhere between four and five million by the time it's finished. We're also building a car garage, an event conference center, and an orangery on top of this. It's mega. Very few entrepreneurs in their lifetime ever get a chance to build something like this, yet I've done it in my 30s. And this should tell you a couple of things. Number one, I know how to build a profitable business. Number two, my customers are happy with my service and have continued to pay me for years and years. The main money behind this is from client retention. So I know how to get a great result with my clients and I know how to keep clients. On top of this, I also know my shit. And this is very important in today's day and age where so many people on the internet are sharing good information, but it's not actually from them. It's not from lived experience. It's from cherry picking information from videos like this and looking good. without having anything to actually show for it. This is real, this is tangible, it's a credibility piece and a trust piece that I actually know what I'm talking about. And if you are an expert or an aspiring expert, this is a channel that you need to follow in order to get the granular insights on how to live life on your own terms. Now I'm going to share a bunch of lessons with you, but before I do, it's absolutely crucial that you understand the thinking behind how I look at business and how I've been able to achieve this level of material success at a very young age. So first things first, there's three things that are required in order to live life on your own terms, and that's ultimately the goal of business. We want to get away from a life that we didn't want, and we ultimately want to have three things. Those three things are industry authority, profitability, and freedom. The more industry authority you have, the easier your life is. The cheaper your advertising, the faster a lead becomes a sale, the more money you're going to make. Essentially, the reason why I'm showing you this is that you can actually trust me to know that I've made money from my businesses, and I've actually kept clients long enough to be able to get the wealth that has allowed me to build this on top of a dream house, dream cars, dream watches at 30. You cannot deny that I have made money from what I've been doing, and I've been doing it for a very long time. I've been coaching industry experts for 10 plus years. I work with the best in the coaching and consulting world. They have all used my insights, my frameworks, my tools, you name it. I have consulted with Alex Hermosi and helped him with client retention issues in gym lunch back before he grew his actual business into what it is today. I've worked with Alex Hermosi's ex-CMO, who came to one of our expansion events and said it was one of the best business events he's ever been to. You're listening to real, high-quality insights. Now, you need industry authority in order to generate profit. The more authority you have, the more profit you're going to make because advertising costs are cheaper, people want to work with you, people buy quicker, people pay more up front. It is what it is. Profitability is a measure of efficiency and how well you run your business, and also how long you keep clients and how much clients spend with you during their time with you. This is what we call lifetime value. I call it the God metric. You want that to be as high as possible. And then the third is freedom, is the actual peace of mind and boundaries to actually live life on your own terms. So, for example, I don't work Mondays. I don't work Fridays. I work a hard Tuesday, hard Wednesday, and a semi-hard Thursday, and I use the rest of the time to just think and live my life and enjoy myself and do cool shit like this. This is on a Tuesday evening, shot on my own terms, on my own terms, on my own terms. So, I've got a war chest of cash that I can use to buy shit whenever I want. I can travel whenever I want. I can work from my phone. These are all intentional aspects of how I built my business. And you actually need to get clear on those three things, maximizing industry authority, maximizing profitability, and maximizing freedom. And in this video, I'm going to share with you the lessons that have allowed me to do that. There's only going to be a bunch of them. I could share and talk for literally 10 plus hours, but I'm going to share with you the lessons that have allowed me to do that. I could share and talk for literally 10 plus hours on this specific subject. So, I'm going to keep it short, and I'm going to keep it brief. So, let's first of all start with the thinking behind business and how I look at business. Business is built up of five core elements. I call them five growth drivers. These are actually the five biggest constraints that will hold your growth back from the levels that you want to hit. The first lever, first growth driver, first biggest constraint is called the founder operating system. Fix the boss, fix the business. If you're not right, the business is off. That's how you think, your emotional mastery, your vision, your energy, your health, all of that stuff. Second is customer success, retention, and loyalty. This is massive. People focus on scaling marketing rather than actually focusing on scaling the quality of their product. If you build a great product, people will stay for long, and every time that you get a client, you know that you're going to get a massive amount of money because the lifetime value is there. So, if you look at your lifetime value right now, imagine you doubled it. That would double your business without adding an extra lead. If you want to scale a business, focus on keeping your clients longer. The third is model, systems, and team. This is, essentially, what I call leverage, and this is, essentially, where you basically create the ability for work to happen outside of you, decisions to happen outside of you, responsibility to happen outside of you, and, essentially, for certain systems like AI and certain infrastructure to, essentially, remove the dog work from your day so that you can play to your strengths. And then number four is monetization. This is your pricing. This is your sales process, and this is important, much more important than marketing because if you've got 10 leads that come to you and you convert two of them, and I improve your sales process, and you can convert five, it means that you actually are making the whole system more efficient. So, focusing on your sales process, first and foremost, ensures that you get the most out of your leads. And then the last is marketing, which is positioning, messaging, and your reach, i.e., the amount of people that you reach. Now, I'm going to share with you, like, three lessons in this video that are really going to help you. I don't want to take your time, but these three lessons have been absolutely paramount. So, the first thing is this, is you need a very strong set of reasons that actually are going to take you to a new level. The level that you're currently operating at has been built on a series of reasons that are very likely out of date. So, if you think about the reasons why you started your business, you're probably still running on those, and most people's reasons are very vague. Get financial freedom, get time freedom, and essentially just live a great life. That's not detailed enough. I would encourage you to write down 50 reasons as to why you want a bigger, better life. And essentially, when you start getting to reason 40 or reason 50, you start talking about impact and changing the industry and changing the world. Those are the actual reasons that actually create the highest level of urgency and highest level of service that actually pull you into the decisions and actions that actually create the greatest leaps. So, you're not going to take risks in your business, or you're not going to take big decisions, or you're not going to take on extra stress if you just want to make a few more quid. You're not going to do it if you just want to have a little bit more comfort, or you just want to have a better car. Whenever you talk about disrupting an industry, changing an industry, changing humanity, serving others, giving others the gift of what you experience through your business, through your expertise, that's when you start to level yourself up. In conjunction with that, alongside those reasons, you need very clear external and internal goals. External goals are all based on achievement. These are things outside of you. And I recommend that you set three different types of external goal. Number one is what I want this business to hit net profit-wise and time-wise. So, I want to make 20 grand per month net profit by 20 hours per week. This is a far better goal than I want to make 20 grand a month. Because 20 grand a month can be turnover, and how many hours to get 20 grand a month, we don't know. So, you put constraints around the goal. Number two is a war chest. You only start investing in your war chest when you reinvest everything back into your business, minus your day-to-day living expenses, until you get to the number of net profit and freedom. And loads of people make the mistake of depleting money whenever they go in to invest in houses, invest in pensions, to get 6-7% returns, when the reality is the number one thing that makes them money is their business and their expertise. Make sure that you recirculate all the cash that you make back into your business until you get it to the net profit and time number that actually is going to change your life and fulfill you. And then you can start building the war chest, because you'll have the free time and the net profit that spills over. Don't deplete it on investing in property. Don't deplete it on investing in stocks and shares. No matter what anyone tells you, no matter what a financial advisor tells you, that is complete bullshit. The number one thing that is going to build your wealth is the thing that you can control. Not the stock market, not crypto. You can do all that once you've got your war chest, and you've got your war chest in place. And the third thing is toys. This is very important. Don't buy expensive toys like Ferraris, deer watches, cars, until you literally have got the business at a net profit and time based number, and your war chest. Yes, you can buy stuff along the way that's nice. Don't deplete yourself of that, because essentially, whenever you buy some cool stuff, it actually energizes you and levels you up a little bit, so it's actually okay. But don't be buying ridiculous stuff that you can't afford to buy 2-3 times. Like, wait. That stuff will come later. You've got to prioritize your spending on investing on skill sets. I cannot stress this enough. If you are the kind of individual that goes and buys a 5 grand, 10 grand watch, bag, whatever it is, and it's only worth, like a Louis Vuitton bag is only worth like a couple of hundred quid, and you've depleted 10 grand on it, you've just depleted yourself of a hire that could have bought you back 10 hours a week to go and play to your strengths. So please understand that you need external goals. You then need internal goals, which are also based on fulfillment. Internal goals are things that you need to be able to fulfill. You don't need external goals. You need internal goals which are also based on fulfillment. Internal goals are things that you need to fulfill. Internal goals are things like, I don't work this day. I don't take calls after this time. I don't speak with these kinds of people. I don't hang around with these kinds of people. I do these kinds of things on a Monday, Tuesday, Wednesday. What does your ideal week look like given the current resources and time that you have? And you actually have to ask yourself, how much time do I want to commit to this business? Is this a season of giving absolutely everything to this business? Or do I take it like a little bit easier and give like, you know, 30 hours a week to this and build it around a constraint? So a couple of constraints on my end. I don't do one-on-one. I don't do one-on-one calls. I think it's a really ineffective way to communicate. I communicate asynchronously. What's the problem? What are the options you've considered? Here's my insights. The only time I have a one-to-one call is if somebody wants a connection or They want a hug or they're upset or they're essentially depressed and they need like a hand run. The same also goes for team meetings. Most team meetings are a total waste of time. All you need is a success number for the department, the current incentives or projects that are currently being run to make sure that that target is hit, and whether or not you're red, orange, or green from week to week. And if you're red, you've got to triage and you've got to look at what's actually going wrong and you've got to change strategy and you've got to retest it. If you're orange, you've got to go in and you've got to figure out, right, how can we make this better? How can we grow it? And the person that's in charge of that department, whether that's you or whether that is a team member, is responsible for putting the plan together in order to hit that number and then review it next week. If they're not hitting that number two to three times in a row, you've probably got the wrong person. So you need internal goals, you need external goals, and you need strong lists of reasons to raise urgency. The next thing that I'll tell you as a major lesson is realizing that big goals like this are actually smaller than you. If I said to you, if I give you $10 million a year for the next three, but your life would end miserably at the end of the three years and you would die, or you could walk away with your life right now just the way it is, which one would you choose? Everyone chooses walk away with life just the way it is right now. Why? Because you value your worth more than you value money. And you need to realize that things like this are actually beneath you. So the low sales month, the $100K month, the million a year, the million a year net profit, if you think that that thing is bigger than you, you are literally minimizing yourself. And when you approach things with that high level of worth and clarity around internal and external goals and reasons, you are literally uncertain. It's unstoppable. And every client that we work with, we make sure that we get them clear on that whole unique system to ultimately, like, literally create insane levels of abundance, clarity, energy, and drive. Your energy actually comes from your vision, your values, your alignment, and getting very, very clear on what you don't like, which I'll get to in a second. That is what creates energy. People talk about diet. People talk about, you know, plunge pools and saunas and all that kind of stuff. And yes, I'm building that here, but that doesn't actually give me energy. What gives me energy? Great content like this and actually take risks in business is a very strong list of reasons, knowing my worth and knowing what I want in life. And most entrepreneurs, like the biggest challenge that I deal with is they're not clear on what they want. The second big lesson here is massive. The only reason why I've been able to achieve shit like this is because I've got very, very clear on what I'm weak at and I've got very, very clear on what I really hate doing in business. And when you're first starting to scale, you need to get very clear on when your body goes into, like, fight or flight, when your body gets stressed, when you start to roll. You've got to get very clear on what you're doing. When you start to, like, literally get fed up of doing shit, that is literally whenever you need to create a list and give it to someone or stop doing it or give it to a system. So anytime I go throughout my week and I get pissed off, I get frustrated, I literally stop and I go, right, that's going to that team member, that's going to a new team member, and I build out the roles. And part of me deals with the shit there and then in that moment, and then I essentially pass it off. You want to be hiring out for your strengths so that you can play to your weaknesses. A lot of people tolerate too much stuff that they don't like. Some of that as well. They also don't hire quick enough and they hoard the money. They like looking at the money and they think, you know what, I'll do it later. It's too much hassle to onboard them. The reality is you should be hiring for your weaknesses first and foremost. Once you've got your weaknesses out of the way, then you look to complement your strengths. And initially, whenever you then start hiring for your weaknesses, you then turn into a manager. Then you hire managers to manage those people. And then essentially you then look at hiring for your own strengths. And your main role whenever you have hired for both weaknesses and strengths is production. And that's predominantly quality control. So for example, when it comes to marketing, I don't put my own Facebook ads up. I don't write my own copy for ads. I have a team member to do that, but I quality control it. So every time I see an ad, I look at it and I go, is that right? No, that's not right. Let's change it. Whenever it comes to the odd client interaction and communication, I quality control everything. I quality control the trainings that go out. I quality control the events that go out. I look at customer feedback. All of these things because I want to make sure that it's at the highest level possible. And you go from front of line to back of line in your business. As you start scaling, where you first start out in every specific role and you know exactly where the bodies are buried, the blind spots, the nuts and bolts, and then essentially you remove yourself out. But be very quick at getting away from your weaknesses because the highest ROI of your time is the stuff that energizes you the most and the stuff that makes the most money for the business. Another big lesson here as well. And again, these are in no particular order. These are just for you to note down. And the last one coming here is massive is one of the two of the best ways to manage and make money are, number one, to make sure that you're speaking on stages that get you in front of people that have the pain point that you solve. A large amount of the money that has come to pay for this has come from public speaking, getting on stages, getting on podcasts, getting into rooms with people that have access to my audience. And one of my KPIs for me personally is to speak on three stages every single month. That gets me in front of new faces, new eyeballs. And if people are sitting listening to me for 5, 10, 15, 20 minutes, up to an hour plus, then they're either going to love me or hate me. And I'm interested in attracting the people that love me. Why? Because if they sit through that amount of material, then they're clearly interested in what I've got to say. And the number one vehicle to do that is workshops. And that also leads me into another point, that if you want to get really effective at converting leads, you need to master the one-to-many selling system. We teach this to all of our clients. It's running sales workshops to their market at specific points in time. Not only does this take advantage of a vast consumption of your content, and if you look at the Google Moment of Truth survey. It requires around seven hours of material for somebody to make a buying decision, and you can get that seven hours inside workshops. If you go and check your Instagram Reels, and you go and look at how many people are, or what the average watch time is on your Instagram Reel, it's like 13, 30 seconds at absolute most. And heck, the highest engaged stuff is like your personal shit. So when I put up stuff with this Reel, on a Reel, people watch like a full two minutes of it, because it's like a tour of the inside. But when I put up a business tip or something highly valuable, it's like 13 seconds. People don't have the actual time. People don't have the actual concentration levels to do that. But on a platform like this on YouTube, if you're watching this far, there's a very good chance that you want to work with me at some point. There's a very good chance that you're actually thinking about working with me, or you need help with something, and you're looking for answers, because your intentionality, your list of reasons, is much higher than the average person. So you've got to be able to run workshops regularly as part of your actual sales strategy. We have clients like Danielle that run a workshop every single month, and bring in anywhere from 70 to 100 grand every time they run it, for literally two weeks. Two hours of work. They run the same workshop month in, month out, because they've built it, they've tested it, they've refined it, they've scripted it, and ba-bam. If you know how to do that on top of building a sales team, on top of having sales calls, you are literally going to be fucking dynamite. The third thing, again, this is another very important piece when it comes to making more money, is developing a really high quality outreach team that actually pick up the phone and call the leads that opt into your pet marketing campaigns. So you must get name, email, mobile number, and the reason for that call is to essentially reach out, ask why they opted in, what they need help with, would they like more resources, or would they like pointed in the direction of support? If you have somebody that does that within 24 hours of a lead opting in, you will actually be able to fill your calendar with opportunity galore. If you aren't doing that, then you're simply relying on the mechanism to get people to book in for a call, which is usually a video after they opt in, or an email, and quite frankly, it's super slow. People don't do it. Why? Because they're busy and they're too distracted, so picking up the phone and looking at building that relationship. Absolutely key. This is totally different to DM outreach, which stopped working in 2021. To be honest, I don't really feel it's worthwhile investing time and labor into that vehicle because it's just so ineffective now. If you want to get more out of your ad spend, if you want to convert more leads and you want to create more opportunity, you absolutely must have somebody doing sales outreach, reaching out to the leads that opt into your material. On top of that as well, I'm kind of linking this in, but when it comes to creating content, you do not want to rely on just a short form platform, so posting content on Instagram, for the most part, is a good idea. It's a total fucking waste of time because people don't watch enough of it. Yes, it's important to have it there so that people can actually see you, generate a bit of interest, but your highest quality people will usually come and look at that material then want to dive deeper into your podcast and into your YouTubes. My best clients come from this YouTube and come from this podcast, and you can even look at the subscriber count for this YouTube channel. It's not huge at all, right? You can look at my Instagram following, it's like 57,000, and yet I've done shit like this. You do not need a big following to make a fuck ton of money, the reality is if you had 500 paying clients right now, that would literally change your life. Sometimes you've got to actually shrink down your thinking, stop looking at stupid metrics like engagement or following count, and actually look at, I'm creating content for the people that actually matter, and that leads me to the last point here. If you want to attract the highest quality people, you need to think who has spent the most amount of money with you, and you need to actually analyze them deeply. Here's an exercise for you. Go and find three to five people that have paid you the most amount of money over time and ask them these questions. 1. Why did you decide to reach out and get help? 2. What piece of content brought you over the line? 3. What were the reasons for not buying? 4. What were the reasons that essentially made you buy at that specific moment in time, and what else were you researching at the time, and why didn't you go with them? If you can literally build your marketing around that material, you will actually attract more of the people that have already spent a lot of money with you, and you will use statistical data to actually validate your marketing. That is very, very, very important. Anyway, those are a bunch of lessons that will make you a fuck ton of money. If you implement them, if you'd like help implementing them, and essentially getting clear on every area of the business that actually leads to industry authority, profitability, and freedom, then it is 100% worth clicking the link below, speaking with our team, or even reaching out to me privately on Instagram and go, "Hey, Phil, I saw your YouTube. I'd love to know more about X, Y, and Z, and we can have a human conversation, and I'll point you in the right direction." I do not work with beginners. I work with people that are already successful, but have just hit a limit or a plateau in their business. know what to do next and they're fed up of knowing what every single week, every single month, every single year feels like, and they're just stuck. And they want to get part of a higher level room. They want higher level inputs, and they essentially want clarity and speed. If that's you, go and drop me a DM, click the link in the show notes, connect with the team. They've probably got availability this week. And if you're not already subscribed to this channel, go and subscribe to it. Lots of love. See you soon.
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