I was coaching a very good friend while in Chiang Mai about his ambitious business goals and he was running through how to get it kicked off.
He was currently between launches (scheduled break) that he is doing for clients and was getting antsy that he wasn’t moving towards his bigger future.
In our discussion we narrowed down that he needed to focus his marketing toward affluent men between about 30 and 55 so he could build a publishing ecosystem around the Big 3 topics — Money, Health & Sex, which is sometimes called Happy, Healthy, Sexy and Wealthy (people are seeking happy with the Big 3).
As we are sitting there having a smoothie he devises an action to take that afternoon where he would create a funnel, spend $100 in Facebook ads, get opt-ins and then see if they’ll buy affiliate products. Not a bad idea if you’re just getting started and need to figure out a niche to get into.
But here is the problem…
This is his go-to mode. Get an idea and test it in a small way. This won’t get him to that bigger future he outlined. So I started asking him questions to help lead him to the actions he should be taking to hit his goals instead of running on action autopilot.
His current launch clients and several people he knows are already serving parts of his target market in the Big 3. My guidance was to double down on what he was already doing and find a way to create a win-win publishing agreement with them.
So when he has an idea to test new lead sources he can start driving those leads into an ecosystem of authors that can serve the needs of those leads. This kind of test has compounding effects on the whole ecosystem and not just a random test so he could have something that felt productive to do that afternoon.
Sometimes the best action to take is no action at all. I told him to take the afternoon to plan his ecosystem and the steps needed to do it in a big way instead of the small steps that were his default way of thinking.
To take his hustler thinking into executive level, he had several major areas to think about which were where to get many sources with high volume of leads, the money to pay for those leads, how to create great publishing deals that can cross-pollinate to create an ecosystem, and how to put together the teams needed to pull it all off.
Big executive vision requires bigger implementation and not small action steps of a hustling entrepreneur. If you take baby steps to the big goal, you’ll get bogged down in minutiae and lose your way or burn out.
Take fast, bold strides and then figure out the details while you’re running to your bigger future.
Next discussion: The Problem Isn’t The Problem…