According to Tony Robbins, author of Money: Mastery the Game, nominated one of the most influential people in the world and nicknamed the “CEO Whisperer,” in his $20,000 Business Mastery training course that is split into 2 parts and spans a timeframe of 10 full days, there are 7 Forces to Business Mastery. The 7 Forces are as follows:
- Know Where You Really Are & Create An Effective Business Map
- Constant Strategic Innovation
- CANI of World-Class Marketing & Product Promises (CANI = Constant And Never-ending Improvement)
- CANI of Sales Mastery Systems
- Constant Anticipation: The Power of Financial & Legal Analysis
- Constant Optimization & Maximization
- Constantly Create Raving Fans & Culture
One of the major Action Items to take away from this course was to work ON the business instead of IN the business and act as an OWNER instead of an OPERATOR for at least 60-90 minutes a week by visiting one of the 7 Forces per week for 7 weeks – then starting over again.
To get the most from this article you would have already attended Tony Robbins Business Mastery Courses 1 and 2 as most of the theories and concepts have been broken down over the course of a total of 10 long and exciting days. So, you may understand a little more in how to apply these concepts after attending. However, just by answering these questions and following these suggestions, you might just happen to create the magic to make your business soar even without having attended the seminars.
In this article, we will be discussing Force 1: Know Where You Really Are And Create An Effective Business Map.
There is a lot of theory around why we go through each of the steps, but to cut to the meat I’m going to mostly get to the process and strategy for drawing out the results we’re looking for from this THINKING TIME session (as Keith Cunningham puts it).
Answer these questions about your business:
- What business are you in?
- What business are you REALLY in?
- What business do you NEED TO BE in?
The first question should be fairly easy. For me, in one of my businesses, I would answer, “I’m an Estate Planning & Asset Protection Attorney.”
The second question may require some additional thinking. The purpose of the question is to broaden the scope of what you do or what you should be doing as well as give depth to the meaning of what you do. It should also excite you or give some spark that excites others around you. For example, in another one of my businesses, I could say, “I’m in the business of connecting businesses with money and empowering businesses to run easily, smoothly & profitably!” I would say this instead of “I’m a Commercial Insurance Broker”.
By defining my business this way, first of all there would probably be many more people wanting to do business with the business “I’m really in,” but the definition also broadens the scope of services I could offer to the businesses I serve such as finding business opportunities for them, connecting them with bonding projects and additional clients. I could create additional business-related services that could help my contractor or attorney clients run smoothly and profitably as opposed to ‘just selling them insurance’ – which doesn’t excite me or them and doesn’t make anybody want to continue doing business with me.
The third question has to do with a concept that Tony brings up where we are all in two businesses, 1) The business we are currently in, and 2) The business we are trying to become.
Thus, in answering the third question we ask what business do we NEED to be in in the future to stay relevant, to be the choice provider and the brand that others think about whenever they think of our industry. An answer I might consider for my Law Office would be, “I should be in the business of easing the fear and pain of individuals before and during their times of despair.” I don’t know if that’s any good… the good thing is that I can always revisit this again in 7 weeks when we get back to Force 1 and try to come up with something even better, even more appropriate, even more moving, more powerful, more enlightening and loving and considerate and fantastic.
From this point we can now analyze how our business is now, then Identify the gaps between where you are and where you want to be.
Note that you do NOT need to be PERFECT! Perfection is the lowest standard because it is impossible to attain. Attempting something that we know is impossible is nothing short of unsound and probably closer to insane. Further, a desire for perfection causes us never to take Action at all. Without action, we can never obtain the greatness we know lies within us. TESTING as Jay Abraham tells us is the key. As long as you TEST one action against another, you can see which action produces better results and thus can never fail regardless of any so-called ‘imperfections.’ Just test test test test test! Master Yoda said, “Do or do not, there is no try.”
This is not the end of the process, but is the beginning to creating a Business Map and knowing where you are right now. The next step will be to determine your WHY as to why you are in this business or why you want to be in in the future, determine what SEASON you are in, what BENEFITS you are getting or NEED to get from this business to make it work long-term, and determine WHAT’S NEXT.
We’ll discuss these in future articles. For now, determine where you are. Figure out what business you are REALLY in and what business you SHOULD be in. Then, for now, see if there are any actions you MUST take in order to CLOSE THE GAP from where you are and where you want to be.
Alex Beyer, Esq.
http://www.StateStoryStrategy.com
Constant And Never-ending Improvement 