The 5 Critical Steps All Business Owners Need to Take to Scale

0:00 The topics and opinions expressed in the following show are solely those of the hosts and their guests and not those of W FOURCY Radio. It's employees are affiliates. We make no recommendations or endorsements for radio show programs, services, or products mentioned on air or on our web. No liability explicitor implies shall be extended to W FOURCY Radio or it's employees are affiliates. Any questions or comments should be directed to those show hosts. Thank you for choosing W FOURCY Radio. Welcome to Powerful Business Strategies, where you will find out that everything you have ever learned about growing your business is wrong. Finally, a show where you'll learn the right way to grow your business by learning business and financial strategies that your competition isn't doing and now here is your host. Resident of Next Step CFO Michael Barbarita and joining Michael for today's show as an executive moderator is chooky obia.

1:00 Yes, this is choke, and I believe that gratitude is undefeated and growth is about the next step. It is an honor for me to moderate today's discussion with my good friend Michael. Michael, how are you very. Good, Chokey, and I've grown a great appreciation for what you do after going solo last week. Yeah, I heard it was actually one of the best shows. So actually at times, no, not really, you should have seen me fumbling all over all the buttons. Well, thank you, choke My name is Michael Babrita, President of Next Step CFO, and next Step CFO is a fractional CFO and strategic complementation for Our vision is to ensure overwhelmed business owners achieve the time, freedom, and consistent profits to build a legacy and the life they desire. Our mission is dedicated to guiding small business owners to leveraging their time, exploding their profits, and building a meaningful legacy. This show, Powerful Business Strategies in our book of the same name, is a step toward accomplishing that vision admission. So with that, I'd like to hand it back to my co author and moderator for the show, Chooky Obia.

2:12 Michael's interesting. I always get energized when you use that phrase meaningful legacy because you and I both know a lot of the business owners that we work with. That's the number one goal, right to really build that meaningful legacy. So look before we jump in, I'm actually really enthralled. By what we've put together for today's show, and let's start with the title the five critical steps all business Owners need to take to Scale. Before we jump into the wisdom for today's show, just a quick disclaimer. So look, Michael and I are both affiliated with a number of different organizations. I currently serve as a managing director of business development for Vetter Price, a global business focused law firm.

2:56 In addition to that, it's truly an honor to collaborate with Michael where we moderate business roundtables coast to coast, really internationally, and we document powerful business strategies as part of these roundtables that we moderate and in document these in our book called Powerful Business Strategies, which, as Michael noted, we continue to refine and update with new additions. But please note the views expressed on this show are our personal views based on successful experiences. My mission is a fearless moderator, is to ask the right questions to help you, the listener, learn the best business strategies that the competition isn't doing.

3:40 Michael, over to you. Thank you, Thank you. Chicky. So, as an experienced business owner, you know I've been there. We all have those days when you lose that fire in the belly for what you do. Yeah, you know, the profession and business that you absolutely love, you all of a sudden hate because employees are being difficult or banks are on your case, or vendors who say they want to be your partner when they're trying to get your business and then finally do get your business. Never act like a partner. And there are certain taxes that we pay in regulatory things that make no sense to us. We have cash flow problems, Inflation takes a bite out of our profits, and all these things don't seem to change no matter how many hours we work. And I could go on. I know this because I've experienced this. I remember when I was in the ski business, going through this terrible mindset from time to time, almost like you want to sell off everything at no price, and no matter what the price.

4:38 And just show today identifies five critical steps that you must take to overcome all of these challenges that I mention and make us feel like we want to those challenges that make us feel like we want to give up. And so in order to scale your business and live the life that you see so richly deserve. You must take these five steps. And as you can tell throughout the show the course of these radio shows that I'm very passionate about what I do, and I could go on and on and on for days and days and days, and so, as you know, we covered in great detail strategies like position of market, dominance, compelling offer yes, the conversion formula, the buyer's journey, risk reversal, the seven step Pathway to Profit formula, and why all those and why all those strategies and more that we'll talk about in the future. So you know, doesn't matter what the strategy is. Here, here's the thing, whether you work with Next Step, CFO or someone else, there are five steps that you're going to have to take in order for you to successfully execute and implement all of the strategies that we talk about in this show and to be able to scale your business and most importantly, create that life that you want.

5:57 It is these five steps that I wish I'm in the business when I was in the frozen cookie dough business and when I was in the medical business. And without taking these five steps, you're wasting your time and money. So above and beyond understanding the mechanics of the strategies that we talk about on the show. There are five critical steps that you must take in order to properly implement and execute all those strategies and other strategies that we will get into in future shows. If you're going to if you want to get to the next level in your business. And the other important thing of great importance is that if you're planning to make any kind of move at all in your business, that's going to require an investment, and that includes things like running marketing campaigns, or includes coaching or consulting or any course on running your business. Once again, you have to make sure that whatever it is you're buying, it includes these five steps.

6:59 And the reason why so many of these programs fail is because the program or the strategy does not incorporate into their program these five critical steps. So let me walk you through these five steps to be able to implement and execute any business strategy. The first is clarity. Before you can start to do tactical things, you must strategically understand why am I doing this, where am I going? What does success look like for me? Not in your business but in your life. I've seen this mistake happen over and over again, and a lot of you are in this position right now where you're so excited to make your impact in the world that you jump out there and create a business, and now all of a sudden, you have to change your life to fit this business thing that you created. And if you're able to access the chat. In the chat, put the word life. If you experience this other than me. So the first step is to avoid all of that confusion. The way it should really work is to create the life we want and then let the asset, which is the business, serve us and allow us to get to that life. Does that make sense? So that first step, and by the way, you see all the gurus tell your one funnel away,

8:31 one marketing strategy away, one email campaign away from hitting pay dirt. You're not your one clarity step away. It's the clarity. It's the clarity that allows you to take all of the actions to get you there. Look, it's not your fault. No one has ever showed you how to go about getting clarity of direction to figure out where you're going. You're doing the same thing I did. I just jumped in. I was excited inspite all the hand. You know the family and friend members that tell you that it's not going to work. In spite of them, I leaked in all of a sudden. I had to adjust my life to the business, and my life became unmanageable.

9:15 Whoever can relate to that, putt a yes in the chat if you have access what we're going to do. What we're going to do is that is what no one tells you to do. You get to get clarity first. You see, the business has its place. It's designed as a separate asset to support you to that kind of life that you're looking for, which is having time freedom and consistent profits. And once again, how many of you want time freedom and consistent profits from your business? Put a yes in the chat if you have access and if time freedom and can consistent profits is what you're after, and that is the clarity that you need to get.

9:56 I'm hoping that that's valuable information everyone. Look if a guru or an advisor, or a coach or anyone attempts to support you without first starting with clarity as to where you're going with your life, run as fast as you can because clarity is the only way you could have a roadmap. If they're saying that they have the step by step roadmap without clarity, then it's a it's just not it's not for you. It's cookie cut it's cookie cutter. It's it's just not for you. Yeah. And now that we're getting clarity, there are a few more steps that are involved in clarity. So let's say you want to implement the position of market dominance. Well, first you have to understand what a position of market dominance is and what it isn't. If you remember from the conversion formula, the captivate which is the problem the customer has, and the fascinate the unique solution that you offer. Uh.

10:57 Now that now that you have those first two steps, which is the position in the market dominance, what does that do for your for you as a business owner by knowing this information, well, this is where you get into your customer's mind. Remember, they already have a problem, they're looking for a solution and they can't find it. So whoever can articulate that problem in solution in the language of your market in a way that makes sense to them, they raise their hand. That's the business that's going to win. So a few more comments on clarity because it is so important clarity, and then the roadmap. All the gurus just want to give you a roadmap. So now you have clarity, we're now putting together a step by step, paint by numbers roadmap to actually accomplish time, freedom and the consistent profits that you're looking for. But you can't get it without the clarity of knowing where you're going. I hope everyone sees why getting clarity is the most important thing before we do another tactic or another thing that the gurus say you're supposed to do. Look, if you don't have clarity, you're here now you want to get here. You're asking for a roadmap, but you don't know where you're going. It's very important that you know where you're going by and by knowing where you're going, you understand what the hurdles are. Because without the clarity, there's no way to complete a plan. So step one

12:27 is you need to get clear on where you're going, on why you're doing this, on what success looks like. How many of you are just fed up with those up and down sales cycles because you're not quite clear on what you're supposed to do next. Well, if you have access to the chat, put a C in the chat if you're having if you're having, if having crystal click. Clarity is something that's valuable so that you know exactly where you're headed and have a clear path, because that's that first step. You can't have a position of market dominance if you don't understand where you're going. You can't have you can't understand the buyer's journey. If you don't understand where you're going. You can't do the seven step pathway to profit. If you don't understand where you're going, can't do the conversion formula if you don't understand where you're going. And that's the first step. So you cannot produce any of this stuff unless you know where you're going.

13:28 And by the way, I see, there's a mistake happening all the time and there's just no understanding of where you're going at the stop. So the first step is clarity. You gotta have. You gotta know where you're going. The step two is that step by step roadmap, but only if you know where you're headed the step by step roadmap, and the case of establishing a position of market dominance is first we need to identify who the customer is. Second, we need to identify the real problem that the customer has. Third, we have to come up with a solution. And fourth we have to find ways to test that problem and solution to make sure we have it right. And then finally, we have to leverage our position of Marcket dominance and how and how we'll use it and create that compelling offer.

14:19 So we have the actual step by step roadmap. That's roadmap that's all created for you. So now we know that's exactly what we want, and that's going to free free you up from those up and down sales cycles. Yeah, it's also going to free you from the frustration of not knowing where your customer is, where your next customer is going to come from. It's also going to free you from just being part of the rest of the crowd, where you don't stand out and you're just a commodity like everyone else. These steps I laid out is not only the components of a roadmap. If I was to stop right here, that's not a roadmap. Inside a roadmap, you have to manage the time. You have to have the time to do these things.

15:07 You have to. Manage the actual effort That's another thing people do backwards. They start mapping out the time they put aside an hour for this or two hours for that, and they don't even know how long it's really going to take to complete the task. You really need to reverse that. You have the roadmap, so we know that that's necessary, and then there needs to be an associated allotment of time. So before we get to the next step, we're going to take a ninety second break. Hey, their business owners, let me ask you something. Are you tied of blending in with your competitors, frustrated with slow growth and slim margins. Well, I've got news for you. Everything you've ever learned about growing your business is wrong. Don't worry. I'm here to let you in on a secret weapon, your position of market dominance. It's what sets you apart, makes you irreplaceable, and has customers lining up at your door. My name is Michael Barber Rita from Next Step CFO. I know what you're thinking. Sounds great, Michael, but how do I find my position of market dominance? Well, that's exactly why we've created our game changing impleitation program called Next Step to Market Dominance in just ninety days, We'll guide you step by step to a position of market dominance by uncovering your unique strengths that competitors can't touch. By crafting a message that resonates deeply with your ideal customer, by

16:39 building a strategy that turns you into the go to expert in your field. Now this is in theory. These are battle tested strategies that have helped businesses like you as double, triple, and quadruple their revenue. Don't let another quarter go by struggling to standout. It's time to dominate your market period. Go to next STEPCFO dot net forward slash contact. Fill out the form and in the message section put the word dominate or call us at seven eight one three two six three A two two. That's next step CFO dot net forward slash contact or call us at seven eight one three two six three A two two. Okay, So now that you have clarity and a step by step roadmap, the next step step three is you have to have a skills upgrade. You see, you're a different person now and what gots you to be one hundred thousand are is not going to get you to being a millionaire. So there's a skills upgrade.

17:42 And some of the people out there might be wondering if they can do this, Yeah, you know, can you can? You can you implement these strategies now. Well, now that we know where we're headed and we have the roadmap, you now have to upgrade your skills. So let's talk about some of the skills upgrade. This is where you get into the into understanding who your customer is. The biggest challenge for your for you, for business owners, is they just they just can't identify the real problem that their customer already has. And that's a skills upgrade that that skills upgrade is necessary. That's how you separate yourself from your competitors. You need to get clear on what your market is already screaming at the top of their lungs about, and you need to understand what that problem is.

18:30 And the other thing is important is that when you think about your position of market dominance, you think about the problem that the customer has. You're speaking you really should be doing it in the mindset where you're speaking to one person, not an age range. In other words, how many of you ever met a single human being between the ages of twenty four and fifty four. That's another problem with why why we're struggling because you're talking to someone who doesn't exist. There's a twenty seven year old and you speak to them one way, and then there's a fifty year old who is dealing with a completely different set of challenges. Although the problem might be the same, but because of where they are in their life, it requires different messaging. So this is where that skills upgrade comes in. The other skills upgrade that's going to occurage really is really understanding how the position of market dominance converts in how to present the offer. Another one of the skills upgrade is you know how a person asks you what you do for a living, and how you you know, how you stumble and bumble and try to find the right words to say, and sometimes you find yourself talking too much.

19:46 And yeah, it's you're like an elevator pitch or something right. But you know, sometimes because people usually just to make small talk, they'll ask you, you know, what you do for a living, and you know, if you're even if you're in a networking event, what do you do? And lots of times we really don't know. And the other sometimes you're talking and the other person start to look down at their phone and you don't know what to say. Well, we call that your ten to thirty second SoundBite, and let me tell you why it's so critical that you nail it. And this is all once again part of the position of market dominance. You see, when a person meets you, they don't know what to say, so by default, it's what they usually do to start the conversation. They say, they ask what do you do? And for the person who has intentionally mastered the answer to that question as a marketing strategy will blow away their competition because when you answer that question the right way, there's a few magic words you'll know. You'll know if you asked that question the right way, because there's a few magic words that come afterwards that let you know, well, that's that's my ideal customer, that's my ideal client or referral source.

21:06 And there are a few magic words that come after telling what you do in the correct man. So here are those magic words. You know you nailed your ten to thirty second sound bite. When people ask what you do, if they simply say how do you do that? Now, when they say those magic words, that opens you up to the next step of the sales process. That person, just that person just said to you that what you do is a value to them. So do you see how the position of market dominance has all these different applications, all these different ways to communicate. You'll be able to craft that ten to thirty second sound bite and take the person to the next step of your sales process.

22:01 And so you know, Chick, we said it many times that the position of market dominance can be in every form of communication that involves your customer. And that includes not only the thirty second SoundBite. I've even talked about in the show how some people have put it on their voicemail incoming message, and so there's multiple ways to communicate that position of market dominance, and that's why it's so valuable. So now that we have clarity and nowhere we're headed, and you have the step by step roadmap and you've upgraded your skills, the next step, step four is mastering your psychology.

22:47 Interesting, So, Michael, before we get to step four mastering your psychology, can we provide the audience with a couple of examples of a good ten to twenty second position of market get dominant statements. I think we're getting some interest in just hearing some of those, you know, the statement that would lead to, oh, how do you do that? Okay, So let's take a well, let's take a real estate broker, okay. And one of the one of the things that he's guaranteeing is he's guaranteeing that the property sells in twenty nine days or he'll buy it from you, oh at a at market value. So interesting. So the real estate broker is I sell real estate, whereby I help I help people sell their property and guaranteed thirty days.

23:41 Wow, I see what you're saying. So get in some really good comments here from the audience. So, as part of that introduction conversation, right, the real estate agent would say something like, all right, my name is John or my name is Sally, and I'm a real estate agent. I help homeowners sell their home in twenty nine days or less or it's free, and. I'll buy it. I'll buy buy, I'll buy it. So then it will it illicits Yeah, that reaction that you talked about, which the listener of that would be like, oh, wow, how do you do that? Because most real estate agents would not make that kind of a guarantee that part of that's correct.

24:21 And so I could give you another example, same industry. Okay, will help you get your we will help finance as I'm a real estate broker. My name is John, I'm a real estate broker. Will help you finance any improvements that you have, and you'll pay us back at the closing. And so that increased the value. So by by doing that, that will increase the value of the property and it will make the property look more presentable. The problem the customer has is that they don't have the money to fund the improvements that they'd like to make to make the house look really good and get top dollar. Yeah, and so what these real estate brokers do, the ones who utilize that position of market dominance, is they front the money for all the improvements. Just let's say it's thirty thousand dollars, and normally people have that equity in their homes. They just don't have access to the capital to make the improvements. They go about making those improvements and at the closing they say the broker back for all the costs of the improvements.

25:24 That's absolutely brilliant. The one coming I think this segues into your next step is what you're describing, Michael as business confidence. So you're describing a system where the business owner is so confident in their services or their product where they can make that kind of a bold statement. How does that relate to psychology? Yeah, well you have to what you have to do a cheo key is you have to believe in your product. That in other words, when you get through with a client, they are better off having known you than not. And that's not just the client whatever it is. When I was in the ski business, if a customer, if we were able to sell a customer and they had a good time, they were better off knowing us then than not knowing us because they ended up having the experience they wanted on the slopes. Interesting with Frozen Cookie though, when when when we had great sell throughs for our for our customer, for our customers, Uh, they were much better off knowing us and working with us than not working with us. If you believe that, that's that is definitely the one part of having the right mindset.

26:39 It's very powerful. Thank you. So, Now that we have a clarity and know where we're headed, and you have a step by step roadmap and you've upgraded the skills. The next step, step four is mastering your psychology. What it took for you to start the business and what it takes to have a consistent success. Folk thriving enterprise requires a different type of mindset. You know, the same person that goes from zero to two hundred and fifty thousand in sales will never make it past two hundred and fifty thousand in sales unless they have the right mindset to go from two hundred and fifty thousand in sales to the next level. So you need to make sure that you as a bit as a person are being upgraded in your mindset along with the business. The business can't grow unless you do.

27:32 You need to have the right mindset to see things the right way. And let me give you an example of that. I'm gonna we're gonna try something here live on live radio. I don't know if it'll work, but we're gonna give it a shot. If for any of This is all for those who can see us in video versus just the audio podcast. But I'm gonna hold up this and I want to hold this up and uh, chokie, tell me what you see. I see, Uh let's see instructions for use and ingredients.

28:15 Right. So you're holding up this can and I see instructions for you and ingredients. Right. Okay, Now here's the thing. Just because I can't see what you see because I'm holding the other side of the can, right, I'm holding it on that side, doesn't mean you're wrong. The part of mastering your psychology is where you're looking to go and you can't see it. But when I turn the container around, now what you now? What do you see? Oh? Wow? I see a prominent logo for glade. So this is like a can for a glade air freshener. Right. And what I see and what you see is different. Yes, I just don't see glade anymore. Okay, However, what I see is billions of dogs. I see someone who had to create this container, someone who had to cast it molded.

29:06 That's one company. Someone had to create the artwork. That's a separate business. Someone who has to create the colors and the logo. That's a separate business. Just because you don't see what I see doesn't make you wrong. It means there's another point of view that can help you get to where you're You're not and that's what mastering psychology means, helping you get to levels that right now you can't see, okay, And that's that is a critical step in mastering that, in mastering that psychology and going from two fifty to a million. Zero to two fifty was one type of mindset, But to generate the mindset that goes to two fifty two a million, you can't see it right now, okay, but knowing that you're able to get there, it is part of the psychology that you need to get to the next level.

30:03 It's interesting, Michael, Look this is just lighting a fire. We're getting some really good comments. One business owner had this statement, and feel free to react to this. The efforts that got you to your most successful year will not be the effort that will get you to your next successful year. That's right, that's absolutely right. Yeah. Once again, you might not be able to see it, okay, but you must master the psychology knowing that it's a there, just like you weren't able to see the glade logo. But you need to master your psychology that to know that it's a there. Yeah, okay, and so and that's what that's what this step is all about. So now now that we have clarity and know where we're headed, and we have the step by step roadmap, and we've upgraded our skills and mastered our psychology. Okay, that's great, But then we have avatars, we have organizational terrorists, whatever you want to call it. It's normally family and friends, uh and and and they're the ones who are going to tell you that you can't do this, that you're going to fail to get a real job. I mean, anyone anyone ever tell you to get a real job, or they question what you're doing. If you if you have access, put a yes in the chat. If you're someone who didn't get the support that you needed, or the people that you wanted to believe in the most are telling you that it isn't going to work. Yeah, it happens.

31:34 It happens. It absolutely happens. Well that step five is all about to make sure that you optimize your environment and make sure that you're surrounded by the right type of people who are going to encourage you and keep you on track, because you're gonna be there's gonna be those days that I talked about at the very beginning of the show that you're you're going to want to quit your business, and there's going to be days that you're just going to ask yourself, why did I go on this journey of becoming a business owner. It's safer and easier to go get a job. It's safer and easier to give up on your dream. And so you need to stay the course and you can't do it alone.

32:18 And this is where the beauty of the of a group environment comes in, as you'll get feedback from not only your strategic implementation strategists, but also from your fellow business owners. And what this means to you is that you're not alone in the wilderness. You can get all the support and angles that you need. So now here, these are those five steps. Once again, whether you hire a next step CFO or someone else, if you make an investment in something, you absolutely need to cover these five steps. Number One Clarity nowhere you're headed too, A step by step roadmap for direct Three. A skills upgrade as you grow and develop. Four. Mastering your psychology means helping you get to levels that right now you can't see. Five.

33:11 Optimizing your environment, which means putting yourself in a supportive environment to counter the people who tell you you can't do it. We're going to take a ninety second break, and after that we're going to talk about confidence. Hey, their business owners. Let me ask you something. Are you tied of blending in with your competitors, frustrated with slow growth and slim margins? Well, I've got news for you. Everything you've ever learned about growing your business is wrong. But don't worry. I'm here to let you in on a secret weapon. Your position of market dominance. It's what sets you apart, makes you irreplaceable, and has customers lining up at your door. My name is Michael Barberrita from Next Step CFO. I know what you're thinking. Sounds great, Michael, But how do I find my position of market dominance?

34:03 Well that's exactly why we've created our game changing implementation program called Next Step to Market Dominance. In just ninety days, we'll guide you step by step to a position of market dominance by uncovering your unique strengths that competitors can't touch. By crafting a message that resonates deeply with your ideal customer, by building a strategy that turns you into the go to expert in your field. Now, this is in theory. These are battle tested strategies that have helped businesses like yours double triple and quadruple their revenue. Don't let another quarter go by struggling to standout. It's time to dominate your market period. Go to NEXTSTEPCFO dot net forward slash contact.

34:45 Fill out the form and in the message section put the word dominate or call us at seven eight one three two six three eight two two. That's next STEPCFO dot net forward slash contact or call us at seven one three two six three eight two two. Welcome back. So I'd like to add something and the hope that I can motivate you, because being a business owner is hard work. A lot of us wonder why we ever pursued such a journey, but the satisfaction that it brings when you have a successful business is heavenly and that is what I believe to be the reason why we pursue these endeavors. And by the way, I'd like to give credit to Darren Hardy for the information that I'm about to share. So, how can we grow the confidence to stand up and be noticed? Contrary to self help lore, you can't just chant affirmations in the mirror and be confident.

35:46 You can't rub crystals or sleep under a pyramid for confidence, Michael, I'm pretty sure. I'm pretty sure. And you can't beat your chest or walk on hot coals to instantly become confident. You know. That's mental masturbation, and it doesn't work. It just leads your feeling embarrassed, regretful, and a bit insecure. You see, confidence is earned, it's developed, it's grown. The most important thing to understand about confidence is it's a result, not an outcome, not a cause. You don't start with confidence, you end up with it. No one is born confident. We're all born naked, scared and ignorant. Only after that treacherous beginning can one grow into confidence. You know. Too many people want to pray, wish, hope, visualize, chant, meditate, sublimerly program their way to confidence. That's not how it works.

36:43 The very definition of confidence is an established belief and conviction in one's abilities, based on prior evidence and prior results. That means, before you have confidence, you have to act. You have to step into that fear, and only then will that fear dissipate. Once you do that over and over, you'll then start developing skills. Skills are only developed through the process of doing, of taking action over and over again. You know we talked about skills upgrade earlier. That's that the process really stops with doing. So now that now, with these new skills applied to repeated action, you'll start to experience results. And here's a key point for your notes.

37:32 Success precedes confidence. You see that. This is where most people have it backwards. You don't wait for confidence and then become successful. No, you're confident because of the evidence of success. Success begets confidence, then confidence begets more success, and then it's important not to become lazy and complacent. Don't take your success for granted because confident and it's it's fickle. You have to keep reinforcing confidence. You have to keep growing it. If your success or progress stagnates, a decline, so your confidence and then the cycle works backwards to a tail spin. So how do you gain confidence to be noticed? Well, it's by doing the thing.

38:22 As Ralph Waldo Emerson put it, the law of nature is to do the thing, and you shall have the power. But he also added, but they who do not do the thing have not the power. So whenever you want. So whenever you want to gain confidence in, just do the thing. Take action, deeds, not words. Stop take stop talking about it, act on it. Yes, So yeah, you know, you know that's really really having that confidence and and and just getting out there and watching the fear dissipate is something that everybody needs, every business owner needs to experience so that they can keep moving forward every day.

39:10 Otherwise they get into this rut. And what's very important is what I said about success, I mean confidence being fickle. You have to keep reinforcing it because what happens is is if you keep doing it, the fear dissipates, Yes, but if you stop doing it, the fear starts to come back, and it can't actually work in reverse. And it's amazing how that works. Well, Chocky, it's time now for some compliments, So if you could stop that segment of the show, that'd be great. Yeah, look very energized to get into our business compliments segment for the show.

39:51 Michael. I do have to say your outline of confidence is quite powerful. Actually reminds me of a spiritual principle about how FAI without works is dead right, and that's what you're getting after just this idea that you really do have to put the work in and the action and the deeds and air powerful. Look, Michael, these business compliments are coast to coast even global in some. Sense, right. I mean, the residents here and the energy here is just picking up week after week. So thank you for your leadership on this. There are five business owners that we want to spotlight again. These business owners have. Businesses that are coast to coasts, some have services, some have products, but just really impressed with a progress that these individuals are making. So let's start with Brian Perry.

40:41 Brian Perry with outdoor lighting perspectives. The website is outdoor lights dot Com. Here's our headline, transform your home into a work of art. And Brian and team really live up to that commitment. They provide full service is outdoor Lighting for both residential and commercial applications. So hats off in mine you and your team continue to make progress. The second business owner that we want to spotlight as part of business complements is Seth Hickerson with my steady mind, Michael. Here's their headline, Master your Emotions. It actually synergizes really well with a lot of the concepts that you've shared.

41:24 As part of those spolitical steps. Particularly the point about psychology is just really impactful. I love what Seth and teams say. They say, as part of mastering your emotions, you can identify a cheat code to overcome negative self talk, to overcome a lack of focus, and to eradicate mental exhaustion. So really. Really savvy perspectives that set and Team offered. They are at my steadymind dot com. The third business owner that we want to spotlight is Shakhar can Decker with CDK Consultancy. This is a management consulting firm. Here's our headline on lock operational excellence. Shakar has been doing this for four decades. Michael, Wow, working with engineering as well as executive level stakeholders and driving operational effectiveness with training with development programs. You can find out more about shakharan team at Cdkconsultancy dot com. The fourth business owner is Rob Neitzel with Peak Pulp Performance Consulting. Michael, I so love this focus. They call it the P three C. That's a nice way to sort of encapsulate what they do, Peak POLP Performance P three C. So look,

42:54 Rob and team, and before we even get a little bit deep on this just really quickly. Sob thank you for your service. He's a member of a military, you know, really appreciate the sacrifice and service. Robin team specialized in optimizing organizational performance by helping you as a business owner, refine your daily operations and hence your communications and really make progress on your KPIs your key performance indicators. So hats off to Rob and team. And then the last business owner that we want to spotlight in today's business Complements segment is Benett Goldberg with Artery Capital Group. Here's our headline, investing, developing, building and managing real estate since nineteen fifty nine. Nineteen fifty nine, Michael, So I've got a years of experience, right, Yeah, So look Benet and team experts at sales, marketing and strategic planning. Michael had the opportunity to have a book interview conversation with Bennett, which he found very helpful. Michael also found quite insightful as well. So a lot of insights were shared back and forth. And Michael, this is probably a good juncture to let folks know about the book interview.

44:08 Yes, that's a great idea, Chicky. So we're you know, business is always changing, and so Chicky and I keep updating additional additions to our book. Yes, and we go over a lot of the powerful business strategies that we talk about on the show in the book interview and ask your opinions as to whether or not these strategies would work in your industry. And so that's the thrust of the book interview. So you'll learn strategies that your competition isn't doing, and by the same token, we will get insights from you on your industry as to whether or not these strategies that we talk about on this show will work. And so it helps both of us.

44:49 We get information for our We get updated information from business owners for our book, and you get to learn strategies business and financial strategies that your comp petition isn't doing. So UH, if you would like to UH participate in a book interview, it's very simple, go to next step CFO dot net. Hit the contact page at the top, UH, you fill out the form and in the message section put book interview and then send it along and we'll be happy to contact you UH and schedule a time for us to interview you. And it would be just a great way for both of us to have a win win. Yes, So just to repeat those five steps, I do wanna uh uh, just summarize. So you want to you want to get clarity, You want to know, know where you're going, know where you're headed. That's step one.

45:46 Step two is a step by step roadmap. So wherever, whatever strategy or process that you're implementing, you need that step by step roadmap. Third is you want to upgrade your skills, because you know, whatever it took to be one hundred thousand aire is not what's going to take to be a millionaire. You have to upgrade your skills. You have to improve your skills. Fourth is mastering your psychology. Just you know, mastering of psychology is so important because what took you from going from zero to two hundred and fifty thousand is different from going from two hundred and fifty thousand to a million or more dollars in sales.

46:31 It's just a different it's just a different psychology. And it also means helping you get to levels that right now you can't see. And then optimizing your environment, which means putting yourself in a supportive environment to counter the people who tell you that you cannot do it, and so to get a copy of the book Powerful Business Strategy, simply go to our website www dot next Step CEO. It's totally complimentary and until next Monday at noon Eastern time for Chucky Obio. This is Michael Barberita, and remember, don't keep doing what your competition is doing.

47:13 Thank you. You have been listening to Powerful Business Strategies finding out that everything you ever learned about growing your business is wrong. Tune in next week and every week at noon Eastern time on W four CY Radio with your host Michael Barbarita of NeXTSTEP CFO and moderator Chugy Obio