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The number one reason that people fail is because they are successful, then they change something.

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Welcome to the gym secrets podcast where you talk about how to get more customers,

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how to make more customers and how to keep them longer, and the many failures and lessons

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that we have learned along the way. I hope you enjoy and subscribe.

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Talk to you about something today that is probably the biggest mistake that I've ever made

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and that I've repeatedly made and hopefully kind of a heat of warning and kind of an explanation

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of how to avoid that same mistake. And honestly, it's probably the number one biggest mistake

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that successful entrepreneurs make. And I say successful with a grain of salt, you know,

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I mean, because success is defined however you want it. But basically once you've accomplished

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something that you set out to accomplish, I would say like in, doesn't matter what level,

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it could be making your first sale, that this is the number one issue that people make. And so

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this is where the whole concept of self sabotage comes from, not being able to sustain levels

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of success, right? Like you can get there but you can't stay there. And it comes from this one

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kind of central concept and it's honestly one of the single hardest things to master as an entrepreneur

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and it's still something that I work on every day. And this is kind of what it is. It's not being

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able to repeat successful actions. And what I mean by that is every time you do something and

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you actually works, right? You try a bunch of things then finally it works. What you then think is,

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oh, I should continue to try more things. But the reality is that you already bore the cost

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of learning how to do that thing to get there. And what you need to do at that point is just

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continue to do that successful action over and over and over and over again. The problem is the

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personality traits that you and I have that got us there are not the things that keep us there.

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And so we have to go against our own nature in order to sustain success. And so and the thing is

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is that it's incredibly boring. It's really difficult because you have to learn different,

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you have to emphasize different aspects of your character and you have to learn different skill sets.

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And so for me, part of that skill set that you have to learn is kind of being able to focus at each

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level and I'm defining focus as the ability to say no, right? And the ability to not change things.

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Because it's in our nature to always want to tweak, always want to tinker. But the number one reason

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that people fail is because they are successful, then they change something and then they're no longer

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works, right? And they're like, yeah, I change this and then all of a sudden my numbers, you know,

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crush, but the things is they change multiple things the same time and then they don't know which one

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is the one that is the problem. Now in theory, you're like, oh, I only change one thing at a time.

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No, you don't, don't lie to yourself, you change multiple things. And so in order to focus at each

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level, the thing is that the level of opportunity continues to go up as you, oopsies,

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ah, the level of opportunity continues to rise as you go up. So it's like in the beginning,

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you have to see no to, let's say, you know, a $50,000 opportunity. And then once you level up,

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then it's like you're saying no to a, you know, $250,000 opportunity. And then you're saying no

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to a million dollar opportunity. And then you're saying no to a $10 million opportunity. And the

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thing is is that every single time it looks beautiful. And because it's always, because as you level

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up and your skill set levels up, the attractiveness of this new opportunity will raise with you. So

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it's like the, the temptress becomes more and more beautiful to you as your skill set increases.

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And so don't think that you're like, well, I learned how to say no at this level, right? I say no,

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I don't even have to try and say no to that stuff anymore because like I don't even think about

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it, right? But when one of these comes along, right? Or when one of these comes along,

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it's really hard. It's really, really hard to stay the path and be able to stay focused and

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continue to do this stuff and repeat the successful actions and do them over and over again.

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And so the reason that business owners, entrepreneurs, et cetera, are not successful when they don't

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repeat successful actions is something called the Bergamon's Trap. And so Dr. Bergamon was a Ph.D.

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at Stanford MBA for Business School. And essentially what the Bergamon Trap is, is it's better to

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know why you failed and be correct in knowing exactly why you did not succeed versus being successful

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and not knowing why you won. And the reality is that I think the vast majority of us, myself included,

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we think we're smarter than we are and we don't actually know why we succeed it. And so

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that's why it gets really, really tricky when you go back to here where you're like, well,

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this thing worked. I'm smart. I know exactly what made it work. So I know how I can improve it.

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When in reality, you have no clue why it worked because you tried 20 other things and they didn't

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work and you thought all of them were going to work. Think about that first segment. You tried

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20 other things that you thought were going to work and none of them worked. So I would say that

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your predictive ability is probably pretty poor. Hey guys, real quick, if you're new to the podcast,

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I have a book on Amazon called 100 million dollar offers that over 8,000 five star reviews

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and it has almost a perfect score. You can get it for 99 cents on Kindle. The reason I bring it up

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is that I put over a thousand hours into writing that book and it's my biggest gift to our community.

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So it's my very shameless way of trying to get you to like me more and ultimately make more

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dollars to that later on in your business career. I can finish the part afterwards. So that's my

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gift. Go check it out. Amazon and back to the show. Right. And the reality is that rational

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design really doesn't work. I said Trevor could talk about this forever. But a lot of times it's

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people stumble into things. They try. They try. They try. And then finally something works.

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And so if you think about that from a rational like concept, you actually have no clue why it worked.

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So why would you think that you would have the ability to start tweaking and tinkering with it?

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Right. And so you have to fight that aspect of your nature that likes to tweak and likes to tinker

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because it is that what got you there is not going to continue to allow you to see the success.

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And what's interesting is that if you look at growth, if you look at growth overall,

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the fun part is here in the beginning. Right. This is where entrepreneurs are having fun. Right.

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But here is where entrepreneurs are sad. But here is where you make profit.

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And here is where you make happiness is where you're you're basically breaking even. Right.

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And the reason that is so interesting is that in the beginning you're breaking even because

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you're continuing to reinvest in the growth. Right. You have to if more people come in,

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you have to hire more staff so you can fulfill more people. He's been more an addspin.

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All those things and it's exciting because new things are happening and we love new shit. Right.

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But the problem is that where you actually make your profit is where you actually continue to repeat

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the same actions over and over again and don't mess with it. And this is where entrepreneurs get bored.

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And this is where I see, you know, in our community, people just lose focus. They just can't stay

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focused. They have a successful gym and they self sabotage by just trying something else that's new

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because they're bored of making the money that they are. Dead serious. They get bored of

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making the money they do and they actually just introduce chaos into their own business because

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they want to do this again. But the reality is that once you fix the business, once you fix the

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operating model of a business, you provide it more value to the end user. This is where you make a

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profit. This is where you have to learn to make a profit. Some of the most bored times I've had

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at gym lunch like me personally has been like, we don't do anything new and we just make a ton of

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profit, right? All of this profit between, you know, our cost, et cetera because we're not spending

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all this money reinvesting and trying to tweak things, right? Now, obviously, we innovate a

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shitload. But that's a defined process in and of itself because that's a successful action that

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we continue to repeat. We have our whole betas. We test two, three, four things and some of them

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don't work. And then everyone's wrong. We crush one out of the park like the diagnostic selling

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process. But the point is is that you have to, then it's like, well, then how do you innovate?

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You have to innovate in small controlled settings. So if you're looking at your attention span for

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like how you innovate, you know what I'll just stay here. If you're looking at your attention span

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for how you innovate, it's got to be like 90, 10, right? Like 10% of your time. And the thing is

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that you're like, yeah, I'm only doing 10% of my time. No, no, you're not. You're not doing 10%

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of your time. All right, you're doing like 40% of your time is on your new project and 60%

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is on your existing business or maybe it's even flip-flopped. All right, 10% means you're putting like,

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you know, two to three hours a week into this thing that you are finding interesting. You know,

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that's it. That's all you do it. And the rest of your time is doing what I would consider QA,

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which is quality assurance, which is making sure that the things that are supposed to happen

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are successfully happening continually, right? Are the same people calling the leads? Are the same

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people following the script when they walk in the door? Is every client being reached out to

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for their 101? How is the 14-day nutrition going? What percentage of people are getting

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upsold into supplements and food, et cetera, right? And you have to just make sure that those things

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are happening. And so that's the boring part. That's the part no one wants to do. That's the part

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that no one likes. But that's where all the profit is. All the profit is being able to consistently

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do the same action over and over again. And it's boring as hell. And that's why most people cannot

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sustain success is because they fail, fail, fail achieve and then fail, fail, fail because they

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continue to change because they've got them there of continuing to tweak and tinker. They continue

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to tweak and tinker and then they tank it again because they actually don't know why they achieved

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the success that they did. All right, so my advice that I'm also half-telling myself is just keep

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doing the boring work, keep doing the stuff that got you there. And be okay not optimizing in your

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own minds because then reality when you try and optimize you end up tanking it. So just be okay

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with making money and consistently doing that over and over and over again because that's the point.

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All right, so anyways, have an amazing day. Hope you guys found that valuable. I hope that

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that can convince somebody who's about to try and do something new in their business to not do that

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and just keep doing the boring work, continuing to reach out to new prospects, continuing to nurture

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the leads, continuing to sell using the right process, continue to service them so that you can get

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them great results and make them happy.