The New Rules of Business (Most People Miss This)

0:00 What's different right now than maybe a decade ago,

0:03 5 years ago, even a year ago?

0:05 What is reinventing what greatness looks like?

0:08 Because here here's what I know, sometimes what got us here won't take us there.

0:13 The mission

0:16 [music] that we have to impact others, to serve others,

0:17 to be in the knowledge industry, to be in the creator economy,

0:21 to create courses, workshops, masterminds, to to share your soul,

0:24 to do a podcast, to write a book someday, that is [music] timeless.

0:28 No matter how good AI gets, people are going to still want to learn

0:31 from a human and someone's [music] human experience.

0:33 And I think in fact people are going to crave

0:35 human experience even more as AI [music] gets even smarter.

0:38 So our mission is timeless, but the delivery must be modern.

0:46 The world's evolving so fast,

0:48 it's faster than our operating model in some cases.

0:51 And that's okay.

0:52 That's okay because we have the opportunity to adopt.

0:55 So I went down the path of human behavior.

0:57 How is human behavior shifted in the last [music] year and a half?

1:02 Attention spans are shorter than ever.

1:03 People expect simplicity, speed, and instant access.

1:08 And AI has redefined how people learn, buy, and transform.

1:11 And that's only going to shift more.

1:13 So the shifts are actually affecting the marketplace.

1:16 And here's why, cuz people don't judge value

1:19 by the amount of time or how much they get.

1:21 Rather, how fast can I get the result I desire?

1:25 The value is actually more if you can get

1:28 them a result in a shorter period of time.

1:30 If you're in pain and someone says, "Hey,

1:32 1,000 bucks I can get you out of that pain in 6 months." Or if they say,

1:36 "Hey, it's 2,000 bucks, but I can do it in 30 days." People are going to choose,

1:41 how do I get the result I desire and how do I get it even faster?

1:49 [music] Here's some data.

1:50 Attention spans average dropped from 12 seconds in the year

1:53 2000 to 8 seconds in the year 2020.

1:56 Currently, it's our 5 seconds long.

1:58 When I always talk hook, story, close, the hook is so important.

2:01 In 5 seconds you want to say something where they go,

2:04 "I can't leave." [music] So we need to catch that attention span.

2:07 For example, if you got something great to say and you're like,

2:09 "Hey everybody, you know, it's so awesome to have you here with me to they

2:13 might be gone already." It's a it's sad to but true.

2:17 It's like you might want to start with the hook and then get to who

2:21 you are and why you like them and why you can help them, right?

2:24 Convenience.

2:25 83% of consumers [music] say convenience matters more now than 5 years ago.

2:30 Experience.

2:31 89% of businesses now compete primarily on customer experience,

2:37 not price and product.

2:38 [music] People will stay with you.

2:40 They will buy from you.

2:41 They will refer.

2:42 They'll go up your value ladder based on the experience they have with you,

2:46 not just the price, not just the product.

2:48 People think of like, [music]

2:49 "What should I do with the price and how many things should

2:51 I give them?" We have to adjust our brain to be thinking,

2:56 "How are they going to feel throughout the entire process?" [music] If

2:59 you go to a restaurant and get the best steak of your life,

3:03 but the waiter treats you like is it a good restaurant?

3:05 [music] You can have the best food, but if the experience sucks,

3:09 somebody's going to say, "Hey, how was that new steakhouse?" Don't go.

3:12 They're rude.

3:13 How was the steak?

3:13 Oh, it was great, but don't go.

3:16 I have no doubt you're going to create the greatest product in the world.

3:18 It's based on your experience.

3:20 How could it not be amazing?

3:22 [music] And there's people that need your experience.

3:24 They need you to condense decades or or or years into days,

3:28 but they got to feel good along the way.

3:29 So maybe do an experience audit of everything [music] you share with people.

3:34 How's that sound?

3:38 McKinsey reports [music] consumers increasingly

3:40 prioritize immediacy and frictionless access.

3:44 [music] They want to click, move forward, and not have to deal with anything.

3:47 So speed of decisions is important.

3:52 Shorter formats win.

3:54 Micro wins outperform long-form immersion in retention and participation.

3:59 [music] People used to say to me, "What works better,

4:01 a long video or a short video?" You know which [music] one works better?

4:05 A powerful video.

4:06 Who in here has ever watched a 20-minute video when you didn't think

4:09 you would [music] because it kept you engaged and intrigued the whole time.

4:12 And who in here has been bored [music]

4:14 to tears in 4 minutes in someone else's video, right?

4:17 It's not just about going short, it's about making every [music] word count.

4:21 Think through the lens of Mark Twain.

4:23 "If I had more time,

4:24 I would have written you a shorter letter." But find [music]

4:28 ways to make micro wins because people are a little ADD.

4:32 We are in a 5-second time [music] frame.

4:34 That's the kind of evolution we're we're we're going towards.

4:37 The second one is ease drives engagement.

4:40 Every [music] layer of perceived friction reduces conversions and satisfaction.

4:45 Amazon [music] has ruined all of us.

4:47 You have a thought about something, you just go on your phone,

4:48 boom, it's at your door in 24 [music] hours.

4:51 You're never going to be that frictionless.

4:53 But as you do your experience audit, look for some areas to go, "Oh,

4:57 I make people [music] fill this out and then email and then

5:01 wait for it and then I don't get back to them till now.

5:03 Hey, what if I could just make it so when they

5:05 put it in it immediately goes to them?" The third one,

5:08 community [music] or connection sustains growth.

5:11 Peer-to-peer authenticity builds loyalty more than one-way teaching.

5:15 The more you can build a community, first off, you don't feel so crazy.

5:18 It's like, [music] "I have this dream to do X.

5:20 Everybody in my family thinks I'm nuts,

5:22 but when I show up at the Inner Circle, [music] I don't feel nuts anymore.

5:25 I see other people on the screen right next to me

5:26 just as crazy as me." Uh the last [music] one, technology and humanity.

5:31 AI and automation must amplify the emotional [music]

5:36 human connection, not replace it.

5:38 We want AI not to be your voice,

5:40 but to do so [music] much that that allows

5:43 you more time for you to lean into your voice.

5:45 I think this is a sweet spot that we really got [music] to look

5:48 into is not think it AI is going to do it for me.

5:51 AI can do a lot for me so I can be over here being a better version of me.

5:55 I could be more human, more connected, more sincere, impact more lives.

6:02 The world is heading [music] towards rewarding simplicity,

6:05 authenticity, and speed.

6:07 If we align our products or our services with modern expectations,

6:11 I want it faster, [music] I want it quicker, I want it easier.

6:14 If we could just take what we do and make it a little bit simpler each month,

6:19 each quarter, each year, then we get to stay ahead.

6:24 Immersion to integration.

6:26 [music] People are craving transformation, products,

6:29 and services that fit into [music] their lives, not the other way around.

6:32 Just look and say, "Hey,

6:33 am I fitting into their world or am I asking them to do all

6:37 this to fit into my world?" [music]

6:39 Everything needs to feel more personalized now.

6:42 So immersion to more [music] integration.

6:44 Shift number two, complexity into convenience.

6:48 Friction erodes trust [music] and retention.

6:51 And friction has a new identity.

6:53 What wasn't [music] friction 3 years ago is considered friction now.

6:58 I think about it sometimes people say, [music] "How'd you get so good at online

7:01 marketing?" And I always tell people cuz I'm old.

7:03 And when I started, I had to launch an infomercial.

7:06 I had to learn how to market to everybody cuz I was just hoping

7:09 people would walk by a TV and stop [music] and want to listen to me.

7:12 But if you think about an infomercial of 1997 or 98 when I started,

7:18 they had to watch a half-hour show.

7:21 [music] They had to pick up the phone, dial, and sometimes it was busy.

7:24 And then they waited on hold.

7:25 And then they got a live operator that would talk to them.

7:29 They couldn't just double click or pick up

7:30 [music] their credit card and give their mailing address.

7:33 It was an average 18-minute call to buy my $19 book.

7:37 Would anybody wait 18 [music] minutes in today's world to buy a $19 book?

7:42 So we have to realize what wasn't friction

7:45 18 months ago might [music] be friction now.

7:47 It's got to feel like that one-click simple.

7:50 Okay, next one.

7:51 Motivation evolve into momentum.

7:54 We can design [music] digital accountability

7:57 and continuous support into every experience.

7:59 Momentum is the new metric of success.

8:02 We have the ability [music] now to use GG, to use AI,

8:05 to use auto responders that where you can digitally keep accountability.

8:09 [music] And we have the ability to use all

8:12 this knowledge at our fingertips to keep people engaged.

8:16 Breakthroughs, [music] they can be easy, but follow-through is hard.

8:19 How we keep people engaged is the difference of a one-time [music]

8:22 company or a start a a flywheel company that continues to grow.

8:26 Because when you have follow-through,

8:28 when you follow up and go, "Hey [music] Crystal,

8:30 I I I see you haven't logged in here." Or, "Crystal, did you do this thing?

8:34 Crystal, do you need any help here?" Those things will let you know I'm here.

8:37 Whatever we can do to support [music] you, let's kick ass together, right?

8:40 Where can you do that?

8:42 Right?

8:42 Where can you do that?

8:43 Number five, [music]

8:44 client journey just an ecosystem.

8:47 Satisfaction must live beyond the marketing,

8:50 beyond the [music] sale, beyond the advertising.

8:52 And we can use AI to help create continuous sticky ecosystem and growth.

8:58 Think about the companies that you like doing business with.

9:00 Does it feel [music] like a transaction or a relationship?

9:03 You don't refund relationships, but you refund transactions, don't you?

9:07 Did you read the book that talks about

9:09 doctors [music] who get sued and those that don't?

9:11 Did you ever see that?

9:12 You know what the number one metric was

9:14 with doctors that got sued and doctors that didn't?

9:16 [music] The doctors that got sued more spent less with their clients.

9:20 And the ones who got sued the least spent more than 14 minutes a client.

9:24 That little ratio.

9:26 [music] In, out, what do you got?

9:26 You're sick, you got to do it.

9:27 The other doctor, "Hey, how's your son doing?

9:29 Did he get in that Did Did he want to do?

9:31 Oh, it's cool.

9:31 He graduated.

9:32 Cool.

9:32 You got any pictures?

9:33 [music] Great." That little bit.

9:35 One was a transaction, one's a relationship.

9:38 You don't sue a relationship.

9:40 You sue a transaction.

9:47 The new [music] philosophy is technology

9:50 should amplify humanity, not replace it.

9:52 Fuse timeless truths, human passion,

9:55 and innovation with modern simplicity and [music] digital power.

9:59 From greatness to immortality, this isn't just a chapter in a long book of life.

10:04 This is truly a defining moment.

10:06 All the principles I just shared [music] with you are timeless.

10:09 Some of them have been exaggerated because of technology.

10:11 People just want a relationship, not a transaction.

10:13 [music] They want to have an experience, not just a process.

10:17 They want to buy into a person, not just a product.

10:19 That's always been the same.

10:21 But the cool part is this is a defining moment where our mission is designed

10:24 [music] and we could take technology to amplify

10:28 all those things in a better way.

10:30 And I just think [music] it's a great

10:31 moment because it's the opportunity for us to evolve.

10:38 [music] We worry about everything that's ever happened.

10:44 Do you know they freaked out

10:45 [music] when electricity first became mass adoption?

10:48 Do you know about 20% of companies decided [music] not to get

10:51 electricity because they thought it was either evil or it was too much [music]

10:55 work or all these things are everything new has this thing.

10:59 AI could go in bad directions.

11:01 That's true.

11:04 But do we have any control of that?

11:07 Like is there anything [music] we can do to control that?

11:10 So the way my brain works is I am

11:12 just going to hope that there are humans who are

11:14 out there smarter than me that have the connections

11:16 [music] to me that actually put guardrails and protect us.

11:19 And throughout time we've been able to do that with every new invention.

11:23 If you guys are old enough to remember when the internet first came out,

11:25 like everybody [music] thought the end of the world.

11:28 This one it's going to be exponentially smarter than us.

11:31 Another new thing to figure out, but I just think [music] human ingenuity,

11:35 human innovation, good people are going to make sure it's [music] okay.

11:38 So if that's the case and I can't do anything about it,

11:41 then I have to find a way to use it to impact [music] more lives,

11:43 to go faster, to help my family, to help you all.

11:46 If I put half my energy in what if it goes here and what if this goes wrong,

11:49 then I don't have enough energy to impact you, impact my family, [music]

11:52 and take it to the next level.

11:54 I'm not unrealistically optimistic,

11:56 but history has shown that we get through all of it.

12:00 And I don't want to be the person that says, [music] "Hey,

12:02 I decided not to get electricity cuz I

12:05 don't even know where that's coming from." Right?

12:07 Could you imagine [music] talking to somebody today and saying, "You know,

12:10 I started a new business, but I'm not going to do that internet [music] thing.

12:13 I That's just weird being in contact.

12:15 If you need me, just mail it to me.

12:16 Put a stamp on it." You wouldn't do business [music] with them, right?

12:20 And where we're going, it's the same thing with these new shifts.

12:23 And I really want to tell you [music] you're not late.

12:26 You're not late.

12:27 We're figuring it out.