Jan. 27, 2025

Diversity in Business and the 5 Critical Steps to Properly Implement Business Strategy

Diversity in Business and the 5 Critical Steps to Properly Implement Business Strategy

We are interviewing Diversity Coach, Dr. James Rodgers; and then we will dive into the Critical 5 Steps Needed to Implement Business Strategy

Powerful Business Strategies is broadcast live Mondays at 12 Noon ET Music on W4CY Radio...

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We are interviewing Diversity Coach, Dr. James Rodgers; and then we will dive into the Critical 5 Steps Needed to Implement Business Strategy

Powerful Business Strategies is broadcast live Mondays at 12 Noon ET Music on W4CY Radio (www.w4cy.com) part of Talk 4 Radio (www.talk4radio.com) on the Talk 4 Media Network (www.talk4media.com). Powerful Business Strategies is viewed on Talk 4 TV (www.talk4tv.com).

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WEBVTT

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The topics and opinions expressed in the following show are

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solely those of the hosts and their guests and not

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those of W FOURCY Radio. It's employees are affiliates. We

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make no recommendations or endorsements for radio show programs, services,

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or products mentioned on air or on our web. No

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liability explicitor implies shall be extended to W FOURCY Radio

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or it's employees are affiliates. Any questions or comments should

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be directed to those show hosts. Thank you for choosing

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W FOURCY Radio.

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Welcome to Powerful Business Strategies, where you will find out

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that everything you have ever learned about growing your business

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is wrong. Finally, a show where you'll learn the right

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way to grow your business by learning business and financial

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strategies that your competition isn't doing. And now here's your host.

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President of Next Step CFO Michael Barbarita and joining Michael

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for today's show as an executive moderator is chooky Ovio.

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Yes, this is shooking, and I believe that gratitude is

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undefeated and growth is about the next step. It is

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an honor for me to moderate today's discussion with my

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good friend Michael.

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Michael how are you.

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Picchu little down because of the Buffalo Bills didn't win.

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It's not that I'm a Buffalo Bills fan. I just

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hate the Chiefs, so it's a little down about that.

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But I want to thank you for introducing me. My

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name is Michael baberta president of Next Step CFO, and

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next Step CFO is a fractional CFO and strategic implementation

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for them. Business owners hire us to double their profit

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through implementing business and financial strategies that their competition isn't doing.

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And our vision is to ensure that overwhelmed business owners

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achieve the time, freedom, and consistent profits to build a

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legacy and the life they desire. Our mission is dedicated

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to guiding small business owners to leveraging their time, exploding

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their profits, and building a meaningful legacy. The show Powerful

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Business Strategies in our book of the same name, is

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a step toward accomplishing that vision and mission. So with

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that like to hand it back to my co author

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and moderator for the show, Chicky Obia.

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Michael, thank you.

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So I'm really energized by today's episode. It's a two

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part episode. Diversity in business is a first component and

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then the second component, five critical steps to properly implement

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business strategy. Before we jump into this and really capture

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the insights that we've packed into today's episode, I just

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want to throw out a quick disclaimer. So, look, Michael

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and I were both affiliated with a number of different organizations,

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and I currently serve as the managing director of business

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Development for Veta Price, a global business focused law firm.

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In addition to that, it's truly an honor to collaborate

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with Michael to moderate business roundtables really coast to coast

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with small to medium sized business owners, and then we

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document the insights from those roundtables into our book called

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Powerful Business Strategies, which we are always revising and updating.

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But please note that the views expressed in the show

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today are our personal views based on those business success stories,

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and my mission as the Fearless moderator is to ask

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the right questions to help you, the listener, learn the

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best strategies that the competition isn't doing. With that, back

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over to.

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Michael, Thank you to Key. So here's something that I'd

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like to share. You know, if you have a business

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problem that you'd like us to answer. Our business question

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or a strategy that you'd like us to ask about.

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Please email us at ask at NEXTSTEPCFO dot net. That's

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ask at NEXTTEPCFO dot net. It doesn't matter what the

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business problem is or the question, and we will answer

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it for you. But there are a couple of things

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that we do ask Number one, please state whether it

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is something we can answer on the air or if

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it is confidential, and of course if it's confidential, we

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won't put it on the air. And number two, please

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provide your phone number because business problems can be complex,

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as you probably know, and we might need more context

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or clarity. So that email address again is ask at

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NEXTSTEPCFO dot net. And I want to point out that

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we had a couple but they requested confidentiality, which we

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will always honor. And so today I'd like to take

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a moment to acknowledge the profound impact business owners have

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on our society. You are the invisible force that powers

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our communities forward every morning, every single morning, when a

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city comes to life, it's because of you. The coffee

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shop where neighbors connect, the manufacturing plant providing stable jobs

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to families, the innovative tech firm solving tomorrow's problems. These

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all exist because someone like you had the courage to

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turn an idea into reality. Not just creating products or services,

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you're creating the foundation of our communities. Every paycheck you

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write helps a family thrive. Every tax dollar you generate

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builds our schools and paves our roads. Every innovation you

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bring to market moves society forward. When economic times get tough,

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You're the ones will find ways to keep your employees working,

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often putting your own needs on the side. Your impact

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goes far beyond the bottom line. You're the first to

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sponsor the local Little League teams, support community events, and

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step up during crisis. You're teaching the next generation that

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was hard work and determination that they too can shape

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their own destiny. Destiny. Never doubt your importance. You are

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the backbone of our economy, the heart of communities, and

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the spark that ignites progress. Society needs your entrepreneurial spirit

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now more than ever. I'm so excited to be interviewing

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our guests today with the expertise and the fascinating topic

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of diversity. Doctor James o' rogers has practiced diversity management

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in an enterprise performance discipline for over thirty five years.

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His colleagues recognize him as one of the leading strategists

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and the number one thought leader in the field of

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diversity management, and he is known as the diversity Coach,

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a prolific writer and thought leader. Doctor Rogers' seminal works

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on diversity management have guarded him global acclaim or resentating

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with audiences across continents. His books, including Managing Differently, Getting

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from one hundred percent of Your People one hundred percent

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of the Time, and Diversity Training That Generates Real Change,

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serve as cornerstones in NBA courses and organizational transformation initiatives.

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Distinguished by his pragmatic approach and business centric focus, Doctor

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Rogers stands at the vanguard of diversity management strategy. He

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emphasizes simplicity, pragmatism, outcome orientation, efficacy, and sustainability by marrying

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sound management principles with nuanced diversity initiatives. His expert navigation

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of complex organizational landscapes underscores his unparalleled understanding of executive

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needs and business imperatives, and in addition to his current

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role as the executive coach to C suite executives, Doctor

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Rogers serves as a doctor as a director of the

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Executive Academy of itSMF. His mission is to prepare leaders

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of color for a changing world. His value to aspiring

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leaders is based on his executive career, his work as

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a trusted advisor over three hundred senior leadership teams, and

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his role as board leader for several high profile nonprofits.

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We are honored to have doctor Rogers, Doctor James Rogers,

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Doctor Rogers, welcome to the show.

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Well, thank you, Michael, and thank you Chokey. It's delightful

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to be here.

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Thank you. And so I mean, please start off doctor

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Rogers by asking what is shape your understanding and approach

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to diversity management.

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Well, first of all, it's important to understand that I'm

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a former corporate executive. I'm an engineer by training. I'm

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a very practical guy. So I didn't get into the

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diversity space because of any social agenda or any political

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point of view. I got into it because I knew

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that it was a way to help businesses to prosper.

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Enterprise performance is my platform, That's what I'm all about. Fortunately,

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I met as soon as I left Corporate America, I

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met the father of the diversity movement, doctor Roosevelt Thomas.

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He became a friend and my mentor, and we worked

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on the philosophy behind diversity management. He called it managing diversity.

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I flipped the switch and called it diversity management, and

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we basically worked on that and was very, very successful.

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In the early years. Over two hundred and fifty executives

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endorsed the work. It's only in the last twenty five

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or so years that the movement has gotten hijacked and

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the language it's gotten co opted. So what we were

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working on is hardly recognizable today because remember that I

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work on diversity management. I am not a DEI advocate

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or a DEI consultant. I work on diversity management, which

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is a business discipline. So what has shaped my view

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is experience seeing that it worked and being involved being

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a pioneer in helping to craft or to shape the

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discipline so that it is a great benefit to businesses

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of all sizes.

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By the way, really intriguing, Doctor Rogers.

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So it's very interesting, right, A large portion of our audience,

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Doctor Rodgers, are business owners, and I think they will

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really resonate with the fact that you mentioned you're practical,

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like you take a pragmatic approach, so you make this

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point about a discipline. Here's a question, what is the

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current states of diversity management as a discipline and is

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that term still relevant today?

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I think it is, but it has to be elevated

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and voices like mine have to be positioned. So that's

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why I appreciate talking on shows like yours. The unfortunate

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thing is we live in a society where people engage

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in meme adoption, emmy meme adoption. In other words, they

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just follow what the ladies. Somebody said something and they

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latch onto it without thinking. And that is the current

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state of the diversity movement. I use that general term.

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The diversity movement has been co opted and hijacked by

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that so that it no longer even resembles call doctor

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Thomas and I originally started and which was, like I said,

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endorsed by the majority of the business community. So it's

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in a bad shape right now. A lot of my

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young colleagues say, oh, isn't it awful that THEI is

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about to die? I say, for you, this is the

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first time. For me, it's the sixth time I have

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seen the die six times, and it dies because people

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lose sight of the intent and the value that it

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brings and the social value will never be sustainable. Doing

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it because of the George Floyd incident is not sustainable.

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That's not a good reason to have a business discipline.

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It is a good reason if you can see that

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I make more money, I reduce my costs, I improve

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my cycle times, I get better EBITDA. You know, all

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of those business measures improve when I have frontline teams

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that work seamlessly together, even when they're made up of

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diverse composition.

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That's right. And doctor Rogers, what new initiatives are you

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using to navigate changes in this field? Well, one of the.

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Things that I'm trying to do in order to interrupt

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the current conversation because we have to find a way

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to break the old habit is I remember why we

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started it in the first place. While we started diversity

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management in the first place was in reaction to a

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new fact of life. The Husson study said that by

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the year two thousand, the majority of the new entrants

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to our workforce would be non what I call non

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traditional workers. They would be people of color, and women

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and immigrants and openly gay people and all of those

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different categories which we were not used to at the time.

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So the purpose of diversity managements to say, here's a

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new reality, you're not used to it, let me help

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you get ready for it. And it's called diversity management

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of reason. It's not called diversity leadership, and it's not

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called diversity equity and inclusion. It's called diversity management because

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it's intended to help you manage a new reality which

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is increasing diversity. So one of the things that I'm

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working on now is we are at another inflection point.

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And that inflection point is not only do we have

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different types of humans in the workplace, we are now

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going to be joined by non humans AI agents, machines, robots.

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I've just been listening to Mark Binioff who's saying stuff

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like he invented it. I put this out there a

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year ago. But the new workforce is going to be

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made up of sentient and non sentient beings. You're going

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to be working right next to an AI agent that's

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going to be answering questions for you. You're going to

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be working right next to a robot who is doing routine,

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mundane things that you don't have to do anymore. And

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you've got to learn to manage your enterprise with those

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new entities as well as all of the human diversity

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that's there. So I'm trying to move us beyond this

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incessant argument about different types of human beings, and let's

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settle on the fact that all humans are one thing.

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We are human, We are sentient. We have the same

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needs and the same obligations and the same wants as

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each other. So all the differences that we make about

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each other need to become irrelevant. Why because we've got

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new players in the marketplace and they are non sentient beings.

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Doctor Rogers, I want to pick up on that point.

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We have new players in the marketplace.

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The business owners and the business leaders that listen to

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the show are always interested in trends like where are

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we headed? So in that frame, I want to ask

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you a question based on that. So, what are the

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trends that give insights to the direction of d and I, Well, the.

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Trends, of course is that DEEI the latest version is dying.

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Affirmative action family has at his death and most people say, oh,

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ain't it awful? And I say, well, why is it awful?

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And so we have to look at things and we

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have to think about him rather than feel about them.

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So that's one of the trends. Let's acknowledge those things

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are going. We now need to focus on and apply

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our energy to what we really need to do. What

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are the things that are really important to keep businesses

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healthy and alive having to do with the workforce. The

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workforce is made up of humans and non humans. So

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I am really pushing hard on this idea that no

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matter what science business you are, you're already using technology.

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You're already using AI. I was telling someone, you know,

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every time I write a an email or write something

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on the computer, Grammarly pops up and says, no, I

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wouldn't say it that way. I say, it's a different way.

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I've got to work with this guy called Grammarly. We

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have arguments about you know, wait a minute, that's not

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that doesn't sound like You'll say, okay, if you want

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to sound like, you push this button. So what it's

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going to be like to work with nonsentient beings? But

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we're not used to it, and we need to develop

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the same technology that we use in diversity management getting

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us used to different types of humans in the workplace.

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We use that same technology and to get us used

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to working with nonsentient beings in the workplace.

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Interesting. And you know it is a political world, doctor Rogerson.

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So how can we keep diversity management from being politicized

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and perverted so that becomes it effective?

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Well, the only way we do that is with defective

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leadership and education. The biggest problem we have is we've

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allowed activists to hijack the conversation and they're very good

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at making mean statements and getting people to endorse those

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ideas so that it becomes popular without question what I

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mean by mean statements. People think that memes are because

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of the Internet. Means have been around since the existence

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of mankind. Someone has an idea, they just want people

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to adopt it. They don't want them to question it,

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they don't want them to think about it. They just

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here's my idea. Everybody's salute and do like I say.

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We've gotten so good at that because we're lazy. We

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don't want to think.

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We rather feel.

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Mark Twain said years ago that you know, as human beings,

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we do no end to feeling, and we mistake it

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for thinking, and unfortunately we falling into that trap. And

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what we need is solid leadership. I wrote an article

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and Leader to Leader magazine which I asked a question

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who should lead a diversity initiative? And it's not who

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you think, And the purpose of that was to remind

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leaders that you can't just abrogate your responsibility. If diversity

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management is a business issue you are for CEO, you

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have to grastipate, you have to understand it, you have

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to lead it. You can't just put it off onto

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some brown skinned person to say fix it and call me,

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because the net result is what we've got ineffective, a

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way to get it off the CEO's plate, but actually

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making no progress. So that's really what we've got to do.

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We've got to step back. We defined it, keep it simple,

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and let's not be stupid about it. Being stupid means

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that we've forgot what we were trying to do in

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the first place, and we allow others to hijack the

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conversation and co opt the language.

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Doctor Rogers, I wouldn't pick up on that point because

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that's so profound, just this idea of leadership and the

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phrase is a solid leadership. So from that perspective, what

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are some of the common obstacles that prevent companies with

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solid leadership from achieving meaningful outcomes with diversity management. So

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let's just make an assumption that they already have the

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leadership in place. What are some obstacles that prevent them

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from really moving forward?

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An inside pressure. If you're a leader of an enterprise

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of any size, you've got other stakeholders, You've got board members,

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you've got employees who have political points of view and

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they want to express them inside the workplace. Good stolid

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leadership are ones who will set a path and hold

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to it and not be diverted because someone else has

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an opinion. I mean, we thought we elevated you to

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leadership for a reason. We want you to lead. That

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means I've got an idea, I've got a concept, i

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got a vision, I'm clear about it, and this is

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where we're going. Now. Either you want to join me

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on that trip or not, but this is where we're going.

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And so our leaders sometimes give in to political and

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social pressure just kind of to keep peace if you will.

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You know, great leaders over the years, one of the

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things that they recognize is if you're going to be

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a real leader, peace is not in our You're going

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to You're going to rus for some feathers. If you

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really clear about where you're going, and you want people

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to to to join you in getting there, you have

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to be strong.

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It's interesting that we'll start to bring this to a conclusion.

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But Michael was sort of struck by doctor Rogers and

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the use of the word diverted. So maybe there's a

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new mission statements for leaders, right, don't be diverted in diversity.

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Jookie, that's good. I'm going to write that down.

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I have a couple of follow up questions to doctor

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Rogers because I was thinking about a lot of the

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things that you said. You know, many businesses struggle with

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talent acquisition and retention. And based on your executive coaching experience,

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what innovative strategies have you seen companies use to not

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only attract diverse talent, but also create an environment where

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that talent drives measurable business perform it's and profitability.

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You know, here's the thing that I pushed back on

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that question because it has an assumption in it that

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I have found out to be true. People are looking

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for the best talent in the marketplace for what they're

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working on. They're not having trouble finding it, they're having

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trouble getting it. So what I'm suggesting to people is

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go to the marketplace and get the best talent that

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you can. You know how to do that, You know

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where it is. If you don't know, ask somebody. For

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the longest time, I live here in Atlanta, Georgia. For

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the longest time, I had clients who were saying, well,

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we need to have to hire more black people, and

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I don't know where to find them. I said, you

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have the Atlanta University Center over there with Morehouse College,

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Spelman College, Clark Atlanta University, and you have Georgia Tech,

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which is probably one of the most diverse technical schools

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in the country. And you have Georgia State, which graduats

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more African American uh uh graduates than most schools in

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the nation. So tell me what is it you're missing.

365
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So if you don't know, find out the talent is available.

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When people say I can't find it and that is

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a deficit in skills, that is not a statement about uh,

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the supply. It just means you don't know. So if

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you don't know, find out uh. And you know, I

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have to be harsh with people about that, because there's

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really distraction. It is not it is not based in

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fact and they're not thinking interesting And.

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Is there is there something that you could advise companies

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to integrate diversity management into their strategy, you know, particularly

375
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if it comes to like market expansion and revenue growth,

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that type of thing.

377
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The purpose of diversity management is to broaden your perspective.

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Each of us is in a business. We want to

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be as clear as we can about what the marketplace

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is and what the market demands of us as a business.

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I have a good friend who runs a very nice sized,

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small to mid size construction company, and I tell him

383
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all the time, you're missing some perspectives. You're not going

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to grow if you just continue to run this business

385
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the way you're running it. You need some perspectives different

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than the ones you've got. And so that's really the

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purpose of diversity and diversity management is deliberately go out

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The question becomes in recruiting, the question that you have

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what perspective am I missing on our teams so that

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I can see the market clearly for what it is,

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not for what I think it is. And when that's

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when you go recruit. You going and recruit and you say,

393
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you know, I got a bunch of engineers here, but

394
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I don't have anybody who understands the sociology of society

395
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right now. I need someone like that on my team.

396
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So that's what I'm looking for, rather than just continuing

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to load up on the same types of talent, the

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same type of perspectives. In your perspective and you'll get

399
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better results and the the the research supports that.

400
00:24:07.319 --> 00:24:12.200
Fascinating, excellent. Any any other comments or questions from you,

401
00:24:12.319 --> 00:24:13.519
Choky before we wrap it up?

402
00:24:13.920 --> 00:24:15.599
No, I mean this is chock full of insights.

403
00:24:15.799 --> 00:24:15.920
Uh.

404
00:24:16.279 --> 00:24:17.200
Dr Rogers, thank you.

405
00:24:18.279 --> 00:24:19.559
Yes, I would have to.

406
00:24:19.680 --> 00:24:21.920
I would like that one thing, Michael, I heard you

407
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talking about the importance of business, and I'm with you

408
00:24:25.480 --> 00:24:28.319
guys all the way I think businesses is the It

409
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is the bedrock of our society. Jim Kramer said something

410
00:24:31.640 --> 00:24:33.799
long ago, and I believe in and it's been part

411
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of my practice. All social change begins with business. So

412
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if we can get our businesses to understand this, to

413
00:24:40.880 --> 00:24:44.960
practice this, they will, they will excel at it. They'll

414
00:24:45.119 --> 00:24:48.200
understand that it works. You're not doing it because it's

415
00:24:48.319 --> 00:24:51.960
the politically correct thing to do. You're doing it because

416
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it helps your business strive. And once we do that,

417
00:24:55.599 --> 00:24:58.720
diversity in society will become a non issue.

418
00:25:00.759 --> 00:25:03.279
Excellent. Well, doctor Rogers, I just want to thank you

419
00:25:03.359 --> 00:25:06.000
so much for coming it those insights who are really terrific.

420
00:25:06.079 --> 00:25:07.759
We'd love to have you back on a future show,

421
00:25:07.839 --> 00:25:11.480
by the way, right, and that would be great. Well,

422
00:25:11.519 --> 00:25:16.079
thank you so much, and well, okay, and we'll be

423
00:25:16.160 --> 00:25:19.240
right back talk about the five critical steps that you

424
00:25:19.359 --> 00:25:24.920
must take to implement business strategy. Hey there, business owners,

425
00:25:25.039 --> 00:25:27.559
let me ask you something. Are you tied of blending

426
00:25:27.720 --> 00:25:32.400
in with your competitors? Frustrated with slow growth and slim margins? Well,

427
00:25:32.519 --> 00:25:35.720
I've got news for you. Everything you've ever learned about

428
00:25:35.799 --> 00:25:40.160
growing your business is wrong. But don't worry. I'm here

429
00:25:40.200 --> 00:25:42.839
to let you in on a secret weapon, your position

430
00:25:43.079 --> 00:25:47.119
of market dominance. It's what sets you apart, makes you irreplaceable,

431
00:25:47.559 --> 00:25:51.000
and has customers lining up at your door. My name

432
00:25:51.079 --> 00:25:54.599
is Michael Babarrita from Next Step CFO. I know what

433
00:25:54.680 --> 00:25:58.039
you're thinking. Sounds great, Michael. How do I find my

434
00:25:58.160 --> 00:26:02.039
position of market dominance? Well, that's exactly why we've created

435
00:26:02.079 --> 00:26:06.519
our game changing implementation program called Next Step to Market Dominance.

436
00:26:07.079 --> 00:26:09.480
In just ninety days, we'll guide you step by step

437
00:26:09.519 --> 00:26:12.759
to a position of market dominance by uncovering your unique

438
00:26:12.799 --> 00:26:16.119
strengths that competitors can't touch. By crafting a message that

439
00:26:16.400 --> 00:26:20.000
resonates deeply with your ideal customer. By building a strategy

440
00:26:20.079 --> 00:26:22.680
that turns you into the go to expert in your field.

441
00:26:23.400 --> 00:26:26.839
Now this is in theory. These are battle tests strategies

442
00:26:26.920 --> 00:26:30.400
that have helped businesses like yours double, triple and quadruple

443
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their revenue. Don't let another quarter go by struggling to standout.

444
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It's time to dominate your market. Period. Go to NEXTSTEPCFO

445
00:26:40.160 --> 00:26:43.720
dot net forward slash contact. Fill out the form and

446
00:26:43.839 --> 00:26:47.519
in the message section put the word dominate or call

447
00:26:47.599 --> 00:26:50.960
us at seven eight one three two six three A

448
00:26:51.119 --> 00:26:55.240
two two. That's next STEPCFO dot net forward slash contact

449
00:26:55.640 --> 00:26:58.519
or call us at seven eight one three two six

450
00:26:58.920 --> 00:27:02.640
three A two two. Well, welcome back. So you know,

451
00:27:02.839 --> 00:27:05.640
as you can tell throughout the series of radio shows

452
00:27:05.680 --> 00:27:09.480
that Chicky and I have done, that we're very passionate

453
00:27:09.519 --> 00:27:11.880
about what we do, and we could go on and

454
00:27:12.039 --> 00:27:16.079
on and talk about this stuff for days. And as

455
00:27:16.119 --> 00:27:19.440
you know, we've covered in great detail things like the

456
00:27:19.880 --> 00:27:23.680
position of market dominance in previous shows and other business

457
00:27:23.680 --> 00:27:28.079
strategies and why it's important for your business. But here's

458
00:27:28.119 --> 00:27:30.599
the thing. Whether you work with next Step, CFO or

459
00:27:30.680 --> 00:27:33.759
someone else, there are still some steps that you have

460
00:27:34.000 --> 00:27:36.839
to take in order for you to create a position

461
00:27:36.920 --> 00:27:41.119
of market dominance, or really implement any business strategy for

462
00:27:41.200 --> 00:27:43.880
that matter, if it's going to be effective for you.

463
00:27:44.640 --> 00:27:47.039
So let me walk you through these critical steps. I

464
00:27:47.160 --> 00:27:50.440
call it the critical five. There are five steps that

465
00:27:50.640 --> 00:27:53.079
you need to take, and I'm going to focus on

466
00:27:53.200 --> 00:27:55.960
position of market dominance a little bit. Just a little bit,

467
00:27:56.640 --> 00:27:59.440
but by and large, these five steps need to be

468
00:27:59.559 --> 00:28:05.279
taken no matter what business strategy that you implement. So

469
00:28:05.440 --> 00:28:08.960
the first step is clarity. Before you can start to

470
00:28:09.079 --> 00:28:13.880
do tactical things, you have to strategically understand why am

471
00:28:13.920 --> 00:28:17.559
I doing this, where am I headed, and what does

472
00:28:17.640 --> 00:28:21.000
success look like for me? And that's not in your

473
00:28:21.039 --> 00:28:24.720
business everyone, but in your life. I've seen this mistake

474
00:28:24.799 --> 00:28:29.119
happen over and over again. I did it multiple times myself,

475
00:28:29.720 --> 00:28:31.519
and a lot of you out there are in this

476
00:28:31.680 --> 00:28:35.119
position right now where you're so excited and make your

477
00:28:35.240 --> 00:28:37.960
impact in the world that you jump out there and

478
00:28:38.160 --> 00:28:41.279
create a business, and now all of a sudden, you

479
00:28:41.400 --> 00:28:45.400
have to change your life to fitness business thing that

480
00:28:45.519 --> 00:28:51.720
you created. And I'm sure many of you have experienced

481
00:28:51.799 --> 00:28:54.640
this other than me. So the first step is to

482
00:28:54.759 --> 00:28:57.960
avoid all that confusion, because the way it should really

483
00:28:58.079 --> 00:29:01.400
work is that you should go out first and think

484
00:29:01.440 --> 00:29:05.720
about creating the life you want and then let the asset,

485
00:29:06.160 --> 00:29:10.519
which is the business, serve you, allowing you to get

486
00:29:10.559 --> 00:29:13.680
to that life. I hope that makes sense. So that's

487
00:29:13.759 --> 00:29:16.839
that's the first step. You see, all the gurus out

488
00:29:16.880 --> 00:29:19.759
there will tell you one funnel away or one marketing

489
00:29:19.799 --> 00:29:23.839
strategy away. You're not your one clarity step away. It's

490
00:29:23.920 --> 00:29:26.160
the clarity that allows you to take all of the

491
00:29:26.359 --> 00:29:30.119
actions to get you where you want to go. Look,

492
00:29:30.200 --> 00:29:32.759
it's not your fault. No one's ever showed you how

493
00:29:32.839 --> 00:29:35.480
to how to go about getting clarity of direction to

494
00:29:35.559 --> 00:29:40.039
figure out where you're going. You know you're doing the

495
00:29:40.079 --> 00:29:42.559
same thing I did. I just jumped in. I was

496
00:29:42.640 --> 00:29:45.240
excited inspite all of my haters. By the way, you know,

497
00:29:45.319 --> 00:29:48.599
the family and friends, and you know they'll tell you

498
00:29:48.720 --> 00:29:51.640
it's not going to work. But in spite of them,

499
00:29:51.680 --> 00:29:53.359
I just leaped in, and all of a sudden I

500
00:29:53.440 --> 00:29:57.599
had to adjust my life around the business, and my

501
00:29:57.720 --> 00:30:02.559
life became unmanageable and hopefully people out there can relate

502
00:30:02.640 --> 00:30:05.319
to this and what we would and what we do

503
00:30:05.480 --> 00:30:07.680
that that no one tells you to do is we're

504
00:30:07.720 --> 00:30:11.359
going to get clarity first. You see, the business has

505
00:30:11.400 --> 00:30:15.240
its place. It's designed as a separate asset to support

506
00:30:15.319 --> 00:30:18.400
you to that kind of life, which is time, freedom

507
00:30:18.920 --> 00:30:23.319
and consistent profits. That's what the clarity is going to

508
00:30:23.559 --> 00:30:27.240
end up getting you. And uh, you know, if a

509
00:30:27.359 --> 00:30:30.880
guru or an advisor or coach or anybody attempts to

510
00:30:30.960 --> 00:30:34.640
support you without starting first with clarity as to way

511
00:30:34.640 --> 00:30:37.680
you're going with your life, I would run as fast

512
00:30:37.680 --> 00:30:42.359
as you can because clarity is the only way you

513
00:30:42.440 --> 00:30:46.079
could have a roadmap. If they're saying that they if

514
00:30:46.119 --> 00:30:48.200
some guru is saying that they have a step by

515
00:30:48.240 --> 00:30:52.960
step roadmap without making sure that you have clarity and direction,

516
00:30:53.880 --> 00:30:57.599
then it's cookie cutter and it's not about you. It's

517
00:30:57.640 --> 00:31:02.920
all about them. So now that we're getting clarity, there

518
00:31:02.960 --> 00:31:05.400
are a few more steps that are involved in clarity,

519
00:31:05.519 --> 00:31:08.720
Like number one, you first have to understand what a

520
00:31:08.799 --> 00:31:12.599
position of market dominance is and what it isn't And

521
00:31:13.160 --> 00:31:16.720
we're going to dive into that. It's not just a headline.

522
00:31:17.200 --> 00:31:20.759
You know, remember we've talked about things like the conversion formula.

523
00:31:21.039 --> 00:31:24.240
This is where you getting into your customer's mind. And

524
00:31:24.480 --> 00:31:26.920
remember they already have a problem. They're looking for a

525
00:31:27.000 --> 00:31:30.799
solution and they can't find it. So whoever can articulate

526
00:31:30.880 --> 00:31:33.480
that problem and solution in the language of your market

527
00:31:34.000 --> 00:31:36.400
in a way that makes them raise their hand, that's

528
00:31:36.440 --> 00:31:40.920
the business that's going to win. So clarity, clarity is

529
00:31:41.039 --> 00:31:44.200
critical to get it clear on where you're going, where

530
00:31:44.200 --> 00:31:47.559
you're headed in your life, and then the roadmap. So

531
00:31:48.480 --> 00:31:52.000
now you have clarity, we're now putting together a step

532
00:31:52.039 --> 00:31:55.720
by step, paint by numbers roadmap to actually accomplish the time,

533
00:31:55.839 --> 00:31:58.799
freedom and consistent profits that you're looking for. But you

534
00:31:58.839 --> 00:32:01.720
can't get it without the clarity. And I hope everyone

535
00:32:01.839 --> 00:32:05.039
sees why clarity is the most important thing before we

536
00:32:05.200 --> 00:32:08.559
do another tactic or another thing that the gurus say

537
00:32:08.640 --> 00:32:11.559
that you're supposed to do. Look, if you don't have clarity,

538
00:32:12.240 --> 00:32:15.440
you're here now you want to get to hear you're

539
00:32:15.480 --> 00:32:18.640
asking for a roadmap, but you don't know where you're going.

540
00:32:19.480 --> 00:32:22.359
So it's important that we know where we're going, why

541
00:32:22.480 --> 00:32:27.440
we're going there, and the hurdles because without the clarity,

542
00:32:27.480 --> 00:32:30.880
there's just no way to have a complete plan. So

543
00:32:31.039 --> 00:32:34.039
step one, we're going to get clear. So here's what

544
00:32:34.200 --> 00:32:37.000
that looks like. How many of you out there are

545
00:32:37.160 --> 00:32:40.400
just fed up with those up and down sales cycles

546
00:32:40.480 --> 00:32:43.519
because you're not quite clear of what you're supposed to

547
00:32:43.599 --> 00:32:46.599
do next. And that's what the first step is. You know,

548
00:32:46.920 --> 00:32:49.200
you can't have a position of market dominance if you

549
00:32:49.279 --> 00:32:52.240
don't understand where you're going. That's the first step. And

550
00:32:52.319 --> 00:32:55.359
I see this mistake all the time, and there's simply

551
00:32:55.480 --> 00:32:59.359
no understanding of where you're going at the start, and

552
00:32:59.480 --> 00:33:02.880
that's really we have a big problem. So step two

553
00:33:03.000 --> 00:33:06.319
is that step by step roadmap. So for position of

554
00:33:06.400 --> 00:33:11.160
market dominance, First we need to identify who the customer is. Second,

555
00:33:11.599 --> 00:33:15.680
we have to identify the real problem that the customer has. Third,

556
00:33:15.759 --> 00:33:18.839
we have to come up with a solution to that problem. Fourth,

557
00:33:18.920 --> 00:33:20.880
we have to find ways to test our problem and

558
00:33:20.960 --> 00:33:24.000
solution make sure we get it right. And then fifth

559
00:33:24.960 --> 00:33:27.960
we have to leverage our position of market dominance and

560
00:33:28.119 --> 00:33:32.720
how we'll use it. And this is where the beauty

561
00:33:32.920 --> 00:33:35.920
of the group of a group comes in. You'll get

562
00:33:35.960 --> 00:33:39.920
feedback from not only your strategic imbmitation specialists, but also

563
00:33:40.480 --> 00:33:43.480
from your fellow business owners. And what this means to

564
00:33:43.559 --> 00:33:46.039
you is that you're not alone in the wilderness. You

565
00:33:46.079 --> 00:33:50.759
gets support from all angles. And now we know exactly

566
00:33:51.039 --> 00:33:53.240
where we're going with our life. We have the actual

567
00:33:53.240 --> 00:33:56.519
step by step roadmap that's all created for you, and

568
00:33:56.680 --> 00:34:00.480
now we know exactly what we want. That's going to

569
00:34:00.559 --> 00:34:04.119
free you from the up and down sales cycles, free

570
00:34:04.160 --> 00:34:07.319
you from the frustration of knowing where your next customer

571
00:34:07.440 --> 00:34:10.599
is coming from, and free you from being part of

572
00:34:10.679 --> 00:34:13.440
the rest of the crowd where you don't stand out

573
00:34:14.119 --> 00:34:18.320
and you're just a commodity like everyone else, doing what

574
00:34:18.639 --> 00:34:23.400
your competition is doing. So these I laid out is

575
00:34:23.480 --> 00:34:26.480
not the only components of a roadmap. If I was

576
00:34:26.559 --> 00:34:28.880
to stop here, that's not a roadmap.

577
00:34:30.039 --> 00:34:30.159
You know.

578
00:34:30.280 --> 00:34:32.679
It's at a roadmap. You have to manage the time.

579
00:34:33.519 --> 00:34:37.039
You have to manage the actual effort. Again, if you

580
00:34:37.079 --> 00:34:39.480
don't know where you're going, you don't have a map.

581
00:34:40.199 --> 00:34:42.440
But if you don't know what work you're going to

582
00:34:42.519 --> 00:34:45.159
do and how to manage the time necessary to complete

583
00:34:45.199 --> 00:34:48.280
the work, that's a problem. And that's another thing people

584
00:34:48.400 --> 00:34:51.320
do backwards. They stop mapping out the time and they

585
00:34:51.400 --> 00:34:54.480
put aside maybe an hour or two hours, and they

586
00:34:54.519 --> 00:34:57.360
don't even know how long a particular task is going

587
00:34:57.440 --> 00:35:03.119
to take to complete. We're going we're going to reverse that.

588
00:35:03.679 --> 00:35:06.480
We have the roadmap, so we also know what the

589
00:35:06.599 --> 00:35:10.400
necessary tasks are, and then we're going to allot the

590
00:35:10.519 --> 00:35:15.559
necessary time. So step three. So so far we have

591
00:35:15.679 --> 00:35:18.199
clarity of step one. Step two is that step by

592
00:35:18.239 --> 00:35:21.679
step roadmap. Step three is you have to upgrade your skills.

593
00:35:21.719 --> 00:35:24.360
You know, you're a different person. Now what got you

594
00:35:24.480 --> 00:35:27.119
to be one hundred thousand are It's not going to

595
00:35:27.159 --> 00:35:30.480
get you to be a millionaire. So there's a skills upgrade.

596
00:35:32.400 --> 00:35:34.239
And some of you might be wondering if you can

597
00:35:34.320 --> 00:35:36.719
even do this, Can you even do a position of

598
00:35:36.800 --> 00:35:40.159
market dominance or any business strategy for that matter, can

599
00:35:40.239 --> 00:35:43.239
you even implement it? Well? Before I don't know if

600
00:35:43.239 --> 00:35:46.360
you remember my ski guarantee that I've talked about a

601
00:35:46.440 --> 00:35:49.400
couple of times, but before I implemented my ski guarantee

602
00:35:49.440 --> 00:35:54.159
where a customer, one of the problems that the ski

603
00:35:54.239 --> 00:35:57.800
industry had is that the customer really never knew if

604
00:35:57.840 --> 00:35:59.840
the ski that was being sold was the right ski

605
00:36:00.079 --> 00:36:02.039
for them until they got up on the mountain and

606
00:36:02.079 --> 00:36:05.039
tried it out. Well, none of my competitors would ever

607
00:36:05.320 --> 00:36:09.400
allow that because the skied depreciates dramatically. But we implemented

608
00:36:09.440 --> 00:36:12.039
what we called a ski guarantee. Because the ski the

609
00:36:12.039 --> 00:36:14.000
scheme spring times you don't like it, bring it back

610
00:36:14.039 --> 00:36:15.840
to a brand new pair, and keep bringing it back

611
00:36:15.920 --> 00:36:19.119
until we get it right. And the reason why that

612
00:36:19.320 --> 00:36:24.400
worked was all the customer really wanted was a great

613
00:36:24.480 --> 00:36:26.639
ski experience. They didn't want to put one over on

614
00:36:26.760 --> 00:36:31.760
the business owner. It wasn't their intent. So with the

615
00:36:31.880 --> 00:36:37.760
ski guarantee, what I did before we implemented that ski guarantee,

616
00:36:37.800 --> 00:36:40.559
if a customer came into our store and said that

617
00:36:40.639 --> 00:36:42.840
the pair of schemes that we sold to them were wrong,

618
00:36:43.440 --> 00:36:46.119
guess what we did. We give them a brand new pair,

619
00:36:46.239 --> 00:36:49.719
no question to ask. All I did was put in

620
00:36:49.880 --> 00:36:54.280
my offer to make my offer more compelling. I'm gonna

621
00:36:54.360 --> 00:36:59.280
do it anyway. And that is part of a skills upgrade.

622
00:37:01.440 --> 00:37:04.199
And now that we know where we're headed, we have

623
00:37:04.679 --> 00:37:11.039
a roadmap. You now have to upgrade your skills. Let's

624
00:37:11.079 --> 00:37:15.519
talk about some of that skills upgrade. Well, this is

625
00:37:15.599 --> 00:37:19.480
where you get into understanding who your customer is. I mean,

626
00:37:19.519 --> 00:37:23.159
the biggest challenge for business owners is they can't identify

627
00:37:23.280 --> 00:37:28.079
the real problem that their customer already has. You're going

628
00:37:28.159 --> 00:37:32.079
to be able to do that through this position of

629
00:37:32.159 --> 00:37:35.199
market dominance program that we have in that strategy. That's

630
00:37:35.199 --> 00:37:37.519
how you separate yourself from your competitors. We're going to

631
00:37:37.599 --> 00:37:41.920
get clear on what your market is already screaming at

632
00:37:41.960 --> 00:37:44.639
the top of their lungs that they don't want this problem.

633
00:37:45.320 --> 00:37:49.440
And you're speaking to one person and not an age range,

634
00:37:50.119 --> 00:37:52.559
because how many of you out there have ever met

635
00:37:53.320 --> 00:37:56.760
a single human being between the ages of twenty four

636
00:37:56.800 --> 00:38:05.239
and fifty four, So that's another problem. That's another problem

637
00:38:05.239 --> 00:38:07.360
with while you're struggling because you're talking to someone who

638
00:38:07.400 --> 00:38:10.719
doesn't exist. There's a twenty seven year old and you

639
00:38:10.840 --> 00:38:13.239
speak with them one way, and then there's a fifty

640
00:38:13.320 --> 00:38:16.760
year old who has is dealing with completely different set

641
00:38:16.800 --> 00:38:19.519
of challenges. Although the problem may be the same, but

642
00:38:19.599 --> 00:38:22.280
it's a completely different set of challenges. But because of

643
00:38:22.360 --> 00:38:26.840
where they are in their life, it's different. Messaging and

644
00:38:26.920 --> 00:38:30.400
the other skills upgrade that's going to occurage you really

645
00:38:30.559 --> 00:38:34.199
understand how the position of market dominant its converts in

646
00:38:34.320 --> 00:38:37.480
how to present the offer. That's another one of the

647
00:38:37.559 --> 00:38:45.320
skills upgrades. And here's one that's really helpful. So one

648
00:38:45.360 --> 00:38:47.679
of the things that the position of market dominance does

649
00:38:47.880 --> 00:38:51.599
is that perfects the skill when a person asks what

650
00:38:51.800 --> 00:38:55.760
you do? You know how a person asks. You're at

651
00:38:55.800 --> 00:38:58.239
a networking meeting and the person asks what you do,

652
00:38:58.440 --> 00:39:00.559
and you stumble and bumble a little bit to find

653
00:39:00.599 --> 00:39:04.679
the right words, and sometimes you find yourself talking too much.

654
00:39:04.800 --> 00:39:08.039
And other times you're talking and the other person starts

655
00:39:08.119 --> 00:39:10.559
looking down at their phone and you just don't know

656
00:39:10.599 --> 00:39:13.159
what to say. Well, we call this your ten to

657
00:39:13.280 --> 00:39:16.199
thirty second sound bite, and let me tell you why

658
00:39:16.280 --> 00:39:19.239
this is so critical that you nail it. You see,

659
00:39:19.480 --> 00:39:22.559
when a person meets you, they don't know what to say,

660
00:39:22.639 --> 00:39:27.239
so by default they start the conversation what do you do?

661
00:39:28.599 --> 00:39:32.079
And for the person who is intentionally mastered, the answer

662
00:39:32.159 --> 00:39:34.920
to that question is a marketing strategy, they'll blow away

663
00:39:35.000 --> 00:39:38.400
their competition because when you answer that question the right

664
00:39:38.480 --> 00:39:41.760
way with a position of market dominance. By the way,

665
00:39:42.719 --> 00:39:45.280
there is a few magic words that come after it

666
00:39:46.159 --> 00:39:49.800
that lets you know that that is an ideal client

667
00:39:50.280 --> 00:39:54.119
or an ideal referral source. And here are those magic words.

668
00:39:54.719 --> 00:39:57.880
Here is how you know you nailed what you said

669
00:39:57.920 --> 00:40:01.440
about what you do. When you say what you do,

670
00:40:03.960 --> 00:40:10.000
the person responds with, how do you do that? Those

671
00:40:10.039 --> 00:40:12.599
are the magic words that opens up the next step

672
00:40:12.679 --> 00:40:17.199
of your sales process. And that person that just said

673
00:40:17.360 --> 00:40:20.679
to you that what you do is a value to me.

674
00:40:21.440 --> 00:40:23.039
You see, you're not only going to show how to

675
00:40:23.239 --> 00:40:25.599
craft the perfect We're not going to only show you

676
00:40:25.679 --> 00:40:28.440
how to craft the perfect ten to thirty second sound bite,

677
00:40:28.480 --> 00:40:30.719
but also how to be able to take that to

678
00:40:30.800 --> 00:40:34.320
the next step to convert that to an opportunity because

679
00:40:34.360 --> 00:40:38.920
you understand the conversion formula and with a position of

680
00:40:39.000 --> 00:40:42.000
market dominance, you will get a lot of people saying,

681
00:40:42.639 --> 00:40:45.480
how do you do that? When you have the right one.

682
00:40:47.559 --> 00:40:51.679
And so, now that we have clarity and know where

683
00:40:51.719 --> 00:40:54.760
we're headed and we have that step by step roadmap,

684
00:40:55.079 --> 00:40:59.199
we've upgraded our skills. Step four is mastering your psychology

685
00:41:00.039 --> 00:41:02.000
and what it took for you to start that business

686
00:41:02.559 --> 00:41:07.119
and what it takes to have a consistent, successful, thriving

687
00:41:07.360 --> 00:41:12.199
enterprise requires a different type of mindset. The same person

688
00:41:12.280 --> 00:41:15.840
that shows up that goes from zero to two hundred

689
00:41:15.840 --> 00:41:18.400
and fifty thousand in sales will never make it past

690
00:41:18.440 --> 00:41:21.199
two hundred and fifty thousand unless they have the right

691
00:41:21.440 --> 00:41:23.559
mindset to go from two undred and fifty thousand to

692
00:41:23.639 --> 00:41:27.480
the next level. So we're going to make sure that

693
00:41:27.719 --> 00:41:31.960
you as a person of being upgraded along with the

694
00:41:32.079 --> 00:41:37.599
business because the business can't grow unless you do. You

695
00:41:37.760 --> 00:41:40.880
have to have the right mindset to see things the

696
00:41:41.000 --> 00:41:43.599
right way. You know, back when I was in the

697
00:41:43.639 --> 00:41:46.440
ski business, we implemented that ski guarantee we have skied

698
00:41:46.480 --> 00:41:48.519
the twenty three times, don't like it, bring it back

699
00:41:48.519 --> 00:41:50.400
to a brand new pair that I talked in previous

700
00:41:50.400 --> 00:41:54.400
shows earlier today. But the mindset of my employees when

701
00:41:54.400 --> 00:41:58.880
I introduce that, and the mindset of other competitors was

702
00:41:58.960 --> 00:42:01.719
that thousands of pair of skis are gonna come back

703
00:42:01.800 --> 00:42:03.800
and we're going to lose a ton of money. That

704
00:42:03.920 --> 00:42:08.000
didn't happen. The return rate was a tenth of a percent.

705
00:42:09.079 --> 00:42:12.639
Once again, you need to have the right mindset to

706
00:42:12.840 --> 00:42:19.440
see things the right way. So now that we have clarity, clarity,

707
00:42:19.599 --> 00:42:23.400
we know where we're headed, and we have that step

708
00:42:23.440 --> 00:42:28.840
by step roadmap. We've upgraded our skills and master our psychology. Okay,

709
00:42:29.199 --> 00:42:33.639
that's great, but then we have saboteurs, organizational terrorists, I

710
00:42:33.679 --> 00:42:36.280
refer to them a little earlier, whatever you want to

711
00:42:36.320 --> 00:42:39.480
call them. It's normally family and friends who are the

712
00:42:39.599 --> 00:42:41.639
ones who are going to tell you that you can't

713
00:42:41.760 --> 00:42:44.880
do this, that you're going to fail to go get

714
00:42:44.920 --> 00:42:49.039
a real job. I mean, anyone ever tell you to

715
00:42:49.079 --> 00:42:52.360
go get a real job or question what you're doing. Well,

716
00:42:52.400 --> 00:42:55.519
that's what we're going to do in step five. It's

717
00:42:55.599 --> 00:42:58.719
to optimize your environment. Make sure that you're surrounded by

718
00:42:58.760 --> 00:43:01.440
the right person or the right people who are going

719
00:43:01.519 --> 00:43:05.039
to encourage you, keep you on the right track, because

720
00:43:05.079 --> 00:43:07.519
there's going to be days that you're going to want

721
00:43:07.519 --> 00:43:09.440
to quit your business. There's going to be days when

722
00:43:09.480 --> 00:43:11.440
you're going to want to ask you when you ask yourself,

723
00:43:11.639 --> 00:43:13.719
why did I go down this journey of becoming a

724
00:43:13.760 --> 00:43:16.880
business owner. It's safer and easier to get a job.

725
00:43:17.079 --> 00:43:19.079
It's safer and easy to give up in your dream.

726
00:43:19.760 --> 00:43:22.559
So you need to stay the course, and you can't

727
00:43:22.639 --> 00:43:25.920
do it alone. It's really difficult to do it alone.

728
00:43:26.400 --> 00:43:29.239
And that's why for the select few that will accept

729
00:43:29.800 --> 00:43:33.519
for our invitation to be with like minded people that's

730
00:43:33.559 --> 00:43:39.159
going to support you and your strategic inmotation strategist and

731
00:43:39.199 --> 00:43:41.920
a team at Next Step CFO, we would support you

732
00:43:42.119 --> 00:43:45.400
all the way so that when you have those bad days,

733
00:43:47.199 --> 00:43:50.159
we can make it a lot better because we have

734
00:43:50.280 --> 00:43:52.119
to focus on where you want to go in your life.

735
00:43:53.599 --> 00:43:55.840
And one of the reasons why people love to work

736
00:43:55.880 --> 00:43:58.360
with us is because we do use a team approach.

737
00:44:00.039 --> 00:44:02.159
So once again, whether you work with Next Step CFO

738
00:44:02.280 --> 00:44:04.679
or someone else, there are five steps that you must

739
00:44:04.760 --> 00:44:08.360
take in order to properly implement a position of market dominance.

740
00:44:08.800 --> 00:44:11.400
Step one is clarity, know where you're headed. Step two

741
00:44:11.519 --> 00:44:14.079
is that step by step roadmap. Step three is a

742
00:44:14.159 --> 00:44:17.840
skills upgrade, Step four is master psychology, and step five

743
00:44:18.599 --> 00:44:23.800
optimize your environment. Triocky. Does anybody have any questions?

744
00:44:26.039 --> 00:44:29.440
No questions? Today looks like we covered all the bases.

745
00:44:29.519 --> 00:44:32.599
Michael, okay, really good. You know, I do want to

746
00:44:32.960 --> 00:44:39.760
take a quick commercial break if we can at this time. Hey,

747
00:44:39.800 --> 00:44:42.239
their business owners, let me ask you something. Are you

748
00:44:42.440 --> 00:44:46.119
tied of blending in with your competitors? Frustrated with slow

749
00:44:46.239 --> 00:44:49.199
growth and slim margins? Well, I've got news for you.

750
00:44:50.039 --> 00:44:53.519
Everything you've ever learned about growing your business is wrong.

751
00:44:54.280 --> 00:44:56.519
But don't worry. I'm here to let you in on

752
00:44:56.599 --> 00:45:00.559
a secret weapon, your position of market dominance. It's what

753
00:45:00.719 --> 00:45:04.639
sets you apart, makes you irreplaceable, and has customers lining

754
00:45:04.719 --> 00:45:07.679
up at your door. My name is Michael barber Rita

755
00:45:07.760 --> 00:45:12.440
from Next Step CFO. I know what you're thinking. Sounds great, Michael,

756
00:45:12.880 --> 00:45:16.280
how do I find my position of market dominance? Well,

757
00:45:16.320 --> 00:45:19.760
that's exactly why we've created our game changing impleventation program

758
00:45:20.119 --> 00:45:23.840
called Next Step to Market Dominance. In just ninety days,

759
00:45:23.880 --> 00:45:25.920
we'll guide you step by step to a position of

760
00:45:26.000 --> 00:45:30.320
market dominance by uncovering your unique strengths that competitors can't touch,

761
00:45:30.679 --> 00:45:34.119
by crafting a message that resonates deeply with your ideal customer,

762
00:45:34.480 --> 00:45:37.000
by building a strategy that turns you into the go

763
00:45:37.199 --> 00:45:40.119
to expert in your field. Now this is in theory.

764
00:45:40.800 --> 00:45:43.559
These are battle tests and strategies that have helped businesses

765
00:45:43.679 --> 00:45:48.079
like you as double, triple, and quadruple their revenue. Don't

766
00:45:48.119 --> 00:45:51.239
let another quarter go by struggling to standout. It's time

767
00:45:51.360 --> 00:45:56.360
to dominate your market. Period. Go to NEXTSTEPCFO dot net,

768
00:45:56.480 --> 00:45:59.679
forward slash contact. Fill out the form and in the

769
00:45:59.719 --> 00:46:03.920
mesa section put the word dominate or call us at

770
00:46:04.039 --> 00:46:07.239
seven eight one three two six three A two two.

771
00:46:07.719 --> 00:46:11.400
That's next step CFO dot net forward slash contact or

772
00:46:11.519 --> 00:46:14.840
call us at seven eight one three two six three

773
00:46:14.920 --> 00:46:17.519
eight two two. Well, welcome back, and you know in

774
00:46:17.559 --> 00:46:19.320
a few minutes that we have left. I'd like to

775
00:46:19.480 --> 00:46:23.599
just give you a story that, well, this has happened

776
00:46:23.599 --> 00:46:27.679
to me, and I think I hope what I hope

777
00:46:27.679 --> 00:46:29.280
to do with this story is that I hope that

778
00:46:29.800 --> 00:46:33.320
it inspires you to really go for your dreams. Because

779
00:46:33.360 --> 00:46:36.280
back in two thousand and two, I put together a

780
00:46:36.440 --> 00:46:41.239
complete written business plan to create virtual trade shows on

781
00:46:41.360 --> 00:46:43.800
the Internet, and it was called trade shows on thenet

782
00:46:43.880 --> 00:46:47.280
dot com. And these virtual trade shows would help small

783
00:46:47.360 --> 00:46:50.800
companies who can't afford to attend or exhibit at important

784
00:46:50.880 --> 00:46:54.920
trade shows an opportunity to attend them over the Internet. Now,

785
00:46:55.159 --> 00:46:58.800
I never wrote a complete business plan with financial projections

786
00:46:58.920 --> 00:47:02.800
and the whole works that I never implemented except for

787
00:47:02.920 --> 00:47:06.760
this one. I even bought the domain trade shows on

788
00:47:06.800 --> 00:47:11.480
the net dot com. And as I reflect back on

789
00:47:11.760 --> 00:47:14.800
why I didn't pursue my business plan, I remember I

790
00:47:14.960 --> 00:47:19.000
was fraught with fear of making any kind of change,

791
00:47:19.119 --> 00:47:22.519
self doubt that I could even do it, fear and

792
00:47:22.599 --> 00:47:25.519
self doubt that I couldn't raise the money, fear and

793
00:47:25.599 --> 00:47:28.719
self doubt that I couldn't find the technical expertise, fear

794
00:47:28.760 --> 00:47:31.079
and self doubt that the idea was before its time.

795
00:47:32.079 --> 00:47:35.480
I could have hit enter, but I hit the leap.

796
00:47:37.559 --> 00:47:40.239
A year later, I received an email from a company

797
00:47:40.280 --> 00:47:43.199
called On twenty four, who, among other things, creates and

798
00:47:43.320 --> 00:47:46.800
builds virtual trade shows. And they had three benure firms

799
00:47:46.920 --> 00:47:48.960
on their board, and they were doing extremely well, and

800
00:47:49.000 --> 00:47:51.639
by the way, they're still in business today, thriving. And

801
00:47:51.760 --> 00:47:54.239
I saw pieces of their virtual trade shows and it's

802
00:47:54.320 --> 00:47:56.639
exactly what I envisioned. And I even had more bells

803
00:47:56.679 --> 00:48:01.880
and whistles than they did. Evidently, Irvan twenty four Shara Charan.

804
00:48:02.239 --> 00:48:05.199
He had no fear and no self doubt about raising money,

805
00:48:05.960 --> 00:48:08.079
He had no fear and no self doubt about finding

806
00:48:08.159 --> 00:48:11.480
the technical expertise, and he had no fear and self

807
00:48:11.559 --> 00:48:14.320
doubt about the timing of the project. He didn't hit

808
00:48:14.400 --> 00:48:19.360
the lead he had entered. Wouldn't it be a shame

809
00:48:20.480 --> 00:48:24.039
to do what I did and let and and not

810
00:48:24.360 --> 00:48:28.320
hit enter, and let fear of making a change and

811
00:48:28.519 --> 00:48:38.639
self doubt prevent you from serving the world. To get

812
00:48:38.639 --> 00:48:41.679
a copy of the book Powerful Business Strategies. Simply go

813
00:48:41.760 --> 00:48:45.880
to our website www dot NeXTSTEP CFO dot net. It's

814
00:48:46.000 --> 00:48:50.239
totally complimentary and until next Monday at noon Eastern time

815
00:48:50.320 --> 00:48:53.280
for CHUCKI Obio. My name is Michael Barberita, and remember,

816
00:48:53.880 --> 00:48:57.480
don't keep doing what your competition is doing.

817
00:49:00.000 --> 00:49:02.880
I've been listening to Powerful Business Strategies finding out that

818
00:49:03.079 --> 00:49:06.440
everything you ever learned about growing your business is wrong.

819
00:49:06.800 --> 00:49:09.920
Tune in next week and every week at noon Eastern

820
00:49:10.039 --> 00:49:13.480
time on W four CY Radio with your host Michael

821
00:49:13.519 --> 00:49:18.159
Barbarita of NeXTSTEP CFO and moderator chugy Obio