WEBVTT 1 00:00:00.000 --> 00:00:02.880 Welcome back to the sixth and our little mini series of 2 00:00:02.880 --> 00:00:04.360 audio first podcasts. 3 00:00:04.360 --> 00:00:06.640 Today, I'm going to be talking about scale. 4 00:00:06.640 --> 00:00:08.480 So when you go over stages of scaling to business 5 00:00:08.480 --> 00:00:10.280 at a very high level, I'm going to talk about the 6 00:00:10.280 --> 00:00:12.680 micro level of scaling, which is the scaling cycle, 7 00:00:12.680 --> 00:00:13.920 which is something that I've recently discovered 8 00:00:13.920 --> 00:00:14.840 that I love a lot. 9 00:00:14.840 --> 00:00:17.240 I'm applying it all over the business. 10 00:00:17.240 --> 00:00:18.960 I'm also applying it to this podcast right now. 11 00:00:18.960 --> 00:00:21.280 And then the nano level of scaling, 12 00:00:21.280 --> 00:00:24.880 which is basically how do we see the variables 13 00:00:24.880 --> 00:00:29.160 that influence the outputs that get us more of what we want? 14 00:00:29.280 --> 00:00:30.960 So what's the process of actually getting better? 15 00:00:30.960 --> 00:00:33.520 I did come up with a little process that I think 16 00:00:33.520 --> 00:00:35.360 could be really helpful because I've been trying to think 17 00:00:35.360 --> 00:00:37.400 through, because I'm working on this massive project 18 00:00:37.400 --> 00:00:39.640 that you guys will find out about in a few months. 19 00:00:39.640 --> 00:00:40.720 It's so good. 20 00:00:40.720 --> 00:00:42.480 It's both a lot of work and awesome 21 00:00:42.480 --> 00:00:43.120 and you guys will like it. 22 00:00:43.120 --> 00:00:44.040 Scale. 23 00:00:44.040 --> 00:00:47.040 So what I realized is that you have these macro transitions 24 00:00:47.040 --> 00:00:48.120 that a company has to go through. 25 00:00:48.120 --> 00:00:50.880 And that's what I'm going to be releasing you guys in a few 26 00:00:50.880 --> 00:00:54.280 months in excruciating details so you know what it takes 27 00:00:54.280 --> 00:00:56.080 to get from each level of the business. 28 00:00:56.080 --> 00:00:58.480 And in thinking through that, I've seen a lot of 29 00:00:58.640 --> 00:01:01.360 different scaling frameworks in the past. 30 00:01:01.360 --> 00:01:04.000 Many of them were useful to a degree 31 00:01:04.000 --> 00:01:06.360 and almost all of them and myself included 32 00:01:06.360 --> 00:01:07.600 when I've done frameworks like this. 33 00:01:07.600 --> 00:01:09.800 I kind of say like these are the phases of growth. 34 00:01:09.800 --> 00:01:12.160 And I usually do it to revenue, right? 35 00:01:12.160 --> 00:01:13.640 At this revenue, this revenue, this revenue. 36 00:01:13.640 --> 00:01:16.440 The problem is it's very different 37 00:01:16.440 --> 00:01:18.920 between businesses, what it looks like. 38 00:01:18.920 --> 00:01:20.480 And so what ends up happening is like, 39 00:01:20.480 --> 00:01:21.880 when you go through a scaling framework 40 00:01:21.880 --> 00:01:23.800 and you're listening to someone else going through it, 41 00:01:23.800 --> 00:01:26.080 they tend to, myself included, just describe 42 00:01:26.080 --> 00:01:28.280 what it was like at each stage for them. 43 00:01:28.360 --> 00:01:30.520 And so basically if you have a different category 44 00:01:30.520 --> 00:01:34.280 of business, then the revenue, like basically 45 00:01:34.280 --> 00:01:35.800 what the company looks like at each level of revenue 46 00:01:35.800 --> 00:01:37.120 is just very different. 47 00:01:37.120 --> 00:01:39.640 And so I remember going through one scaling framework earlier 48 00:01:39.640 --> 00:01:42.480 on in my career that was like, okay, I'm like really far 49 00:01:42.480 --> 00:01:45.400 on this category, like we have a super developed media team 50 00:01:45.400 --> 00:01:48.160 that are really underdeveloped, you know, finance function. 51 00:01:48.160 --> 00:01:49.000 Like, you know what I mean? 52 00:01:49.000 --> 00:01:50.520 And so like it was basically like, 53 00:01:50.520 --> 00:01:52.440 here's how these departments scale over time 54 00:01:52.440 --> 00:01:54.200 and they just arbitrarily drew lines 55 00:01:54.200 --> 00:01:55.480 and said it's gonna be like this, right? 56 00:01:55.480 --> 00:01:57.200 Instead I've been thinking about scaling 57 00:01:57.200 --> 00:02:00.160 basically purely as a function of headcount 58 00:02:00.160 --> 00:02:04.480 because the structure of how humans need to be organized 59 00:02:04.480 --> 00:02:06.720 is gonna be far less different. 60 00:02:06.720 --> 00:02:08.880 Like your first five employees, 61 00:02:08.880 --> 00:02:10.760 the communication cadence that you have with first five 62 00:02:10.760 --> 00:02:13.080 whether you're building software or you're building, 63 00:02:13.080 --> 00:02:15.120 you know, like whatever, Instagram is sold 64 00:02:15.120 --> 00:02:17.560 for a billion dollars and had 13 employees. 65 00:02:17.560 --> 00:02:19.280 Well, he would look at my quote scaling framework 66 00:02:19.280 --> 00:02:20.720 and be like, well, this is horseshit 67 00:02:20.720 --> 00:02:22.000 and he would be right. 68 00:02:22.000 --> 00:02:23.840 Most of the time, the person who's delivering 69 00:02:23.840 --> 00:02:26.360 the scaling framework, if you just overlay, 70 00:02:26.360 --> 00:02:29.400 this is what it looked like for them to scale their business 71 00:02:29.400 --> 00:02:32.920 then it's far more useful for you to understand it 72 00:02:32.920 --> 00:02:36.800 but less valid across different types of businesses. 73 00:02:36.800 --> 00:02:38.240 And so I wanted to come up with the scaling framework 74 00:02:38.240 --> 00:02:40.440 and this has been a tremendous amount of work 75 00:02:40.440 --> 00:02:42.080 that goes by headcount. 76 00:02:42.080 --> 00:02:44.120 And that's a project I'm gonna be releasing 77 00:02:44.120 --> 00:02:46.080 but there is a micro thing that I wanna talk to you guys 78 00:02:46.080 --> 00:02:49.360 about today, which is a micro scaling framework. 79 00:02:49.360 --> 00:02:51.440 And so that's a macro scaling framework. 80 00:02:51.440 --> 00:02:54.120 That's how the organization, how communication, 81 00:02:54.120 --> 00:02:56.160 how people are organized, the functions of the business 82 00:02:56.160 --> 00:02:58.200 that must emerge at each level of headcount. 83 00:02:58.200 --> 00:03:00.080 Like for example, you're probably not gonna get rolling 84 00:03:00.080 --> 00:03:02.400 out benefits when you have one employee, it's unlikely. 85 00:03:02.400 --> 00:03:04.720 Now you might, but it's probably unlikely. 86 00:03:04.720 --> 00:03:06.960 You're probably not gonna be worried about legal compliance 87 00:03:06.960 --> 00:03:09.720 and comprehensive risk mitigation 88 00:03:09.720 --> 00:03:10.720 when you have five employees. 89 00:03:10.720 --> 00:03:12.520 It's just not really what you're considering 90 00:03:12.520 --> 00:03:14.960 but you will probably need to get a payroll system in place. 91 00:03:14.960 --> 00:03:15.800 Right? 92 00:03:15.800 --> 00:03:17.280 And so there are things that have to occur. 93 00:03:17.280 --> 00:03:20.160 Now, if you have 13 employees or you're 22 employees 94 00:03:20.160 --> 00:03:22.560 and you're WhatsApp and you're doing a gazillion dollars a year, 95 00:03:22.560 --> 00:03:24.920 again, it would feel like it wouldn't apply 96 00:03:24.920 --> 00:03:26.920 but if you then only looked at headcount 97 00:03:26.920 --> 00:03:29.920 then all of that stuff would probably be applicable to you. 98 00:03:29.920 --> 00:03:31.680 So kind of interesting, far more about. 99 00:03:31.680 --> 00:03:35.280 Now, the micro scaling framework is basically a framework 100 00:03:35.280 --> 00:03:37.720 that it takes to make anything bigger 101 00:03:37.720 --> 00:03:41.160 and this scaling framework is actually a cycle, 102 00:03:41.160 --> 00:03:43.120 not linear, it's a circle. 103 00:03:43.120 --> 00:03:46.000 And it happens again and again and again and again, 104 00:03:46.000 --> 00:03:49.960 independent of the department or function you were working on. 105 00:03:49.960 --> 00:03:51.160 It goes like this. 106 00:03:51.160 --> 00:03:54.280 S, C, A, L, E, right, it's a nice acronym. 107 00:03:54.280 --> 00:03:56.400 So S stands for start. 108 00:03:56.400 --> 00:03:57.880 But like until you start, nothing happens. 109 00:03:57.880 --> 00:03:59.360 So you can't scale something, you haven't started. 110 00:03:59.360 --> 00:04:01.320 So there's S, you have to begin. 111 00:04:01.320 --> 00:04:03.440 Then you have C, which is you have to compound. 112 00:04:03.440 --> 00:04:05.520 You have to do more of that thing, right? 113 00:04:05.520 --> 00:04:07.720 So you start the thing and then you do more of it, right? 114 00:04:07.720 --> 00:04:09.560 So that's the C, we compound it. 115 00:04:09.560 --> 00:04:13.240 Then we A, which is augment, which is we do it better. 116 00:04:13.240 --> 00:04:15.920 So first we start, then we do more, then we do better. 117 00:04:15.920 --> 00:04:17.360 And once we have done a lot 118 00:04:17.360 --> 00:04:19.560 and we've gotten pretty good from doing a lot, 119 00:04:19.560 --> 00:04:22.480 then we L, we look for leverage, 120 00:04:22.480 --> 00:04:23.720 we look for consistency, 121 00:04:23.720 --> 00:04:26.600 we look for reliability in a system. 122 00:04:26.600 --> 00:04:28.680 And so that's the first four steps. 123 00:04:28.680 --> 00:04:30.760 And once you have leverage, you have a checklist, 124 00:04:30.760 --> 00:04:32.480 you have somebody else who can reproduce results. 125 00:04:32.480 --> 00:04:35.600 You're producing the results on a consistent basis. 126 00:04:35.600 --> 00:04:38.320 Then you go to E, which is expand. 127 00:04:38.320 --> 00:04:39.880 So basically you go back to the beginning 128 00:04:39.880 --> 00:04:42.120 and you start a new, you expand a new territory, 129 00:04:42.120 --> 00:04:44.960 you expand a new channel, you start a new process, 130 00:04:44.960 --> 00:04:45.800 whatever it is. 131 00:04:45.800 --> 00:04:50.880 And so that is the four slash five part cycle of scaling. 132 00:04:50.880 --> 00:04:52.960 And so let's walk through how this would work in. 133 00:04:52.960 --> 00:04:56.480 Let's say you're starting to making content on Instagram. 134 00:04:56.480 --> 00:04:59.160 Okay, so you start making posts, great, S. 135 00:04:59.160 --> 00:05:02.000 Now you compound that, so you do more posts, got it. 136 00:05:02.000 --> 00:05:04.240 From the more posts you augment, you do better. 137 00:05:04.240 --> 00:05:05.320 You make better posts. 138 00:05:05.320 --> 00:05:07.720 Then you understand what makes something better, 139 00:05:07.720 --> 00:05:09.240 because to get better, you have to understand 140 00:05:09.240 --> 00:05:10.640 what the differences are from just doing 141 00:05:10.640 --> 00:05:11.840 what you were doing before. 142 00:05:11.840 --> 00:05:13.360 Then you make it reliable, 143 00:05:13.360 --> 00:05:16.960 so that you can get consistent production 144 00:05:16.960 --> 00:05:20.040 of Instagram content that reliably 145 00:05:20.040 --> 00:05:21.760 gets you a certain amount of views. 146 00:05:21.760 --> 00:05:24.040 Then you E expand. 147 00:05:24.040 --> 00:05:25.880 And so then you say, okay, well now we're going to try TikTok. 148 00:05:25.880 --> 00:05:27.440 And we're going to start S. 149 00:05:27.440 --> 00:05:28.840 And then we're going to do more compound. 150 00:05:28.840 --> 00:05:30.520 And then we're going to augment, A, do better. 151 00:05:30.520 --> 00:05:31.520 Then we're going to L leverage. 152 00:05:31.520 --> 00:05:32.720 We're going to get more out of what we do 153 00:05:32.720 --> 00:05:33.920 by making it consistent. 154 00:05:33.920 --> 00:05:35.440 And then E, we're going to expand. 155 00:05:35.440 --> 00:05:39.440 Expand can also be back to doing more, 156 00:05:39.440 --> 00:05:41.200 or the expansion can be something new, right? 157 00:05:41.200 --> 00:05:43.240 You can say, hey, we've mastered 158 00:05:43.240 --> 00:05:45.760 being good enough at making one YouTube video week. 159 00:05:45.760 --> 00:05:48.560 We're going to do, we're going to expand it doing more, right? 160 00:05:48.560 --> 00:05:50.680 And so that little micro cycle, 161 00:05:50.680 --> 00:05:52.560 pretty much applies to everything. 162 00:05:52.560 --> 00:05:54.640 So let's say you have a customer service department. 163 00:05:54.640 --> 00:05:59.120 So first, you are the one doing the customer service 164 00:05:59.120 --> 00:06:00.360 because you are the business owner. 165 00:06:00.360 --> 00:06:03.360 And then you do more customer service 166 00:06:03.360 --> 00:06:04.840 because you get more customers. 167 00:06:04.840 --> 00:06:07.160 And then you get better at doing customer service 168 00:06:07.160 --> 00:06:09.120 because you have done more of it. 169 00:06:09.120 --> 00:06:13.160 And then you can systematize it, L, get leverage, 170 00:06:13.160 --> 00:06:15.480 so that somebody else can do it for you. 171 00:06:16.920 --> 00:06:19.320 And then you expand, you hire the next person, right? 172 00:06:19.320 --> 00:06:21.600 And so this scaling framework actually 173 00:06:21.600 --> 00:06:24.480 took a really long time to build out, 174 00:06:24.480 --> 00:06:27.360 to make sure that it was as crisp and as tight as possible. 175 00:06:27.360 --> 00:06:29.080 But it pretty much gives you the progression 176 00:06:29.080 --> 00:06:30.600 of every department of every function 177 00:06:30.600 --> 00:06:33.840 that has to occur within the larger scaling phases 178 00:06:33.840 --> 00:06:34.840 that occur in a business. 179 00:06:34.840 --> 00:06:38.640 And so wherever you're at, I would just ask yourself, 180 00:06:38.640 --> 00:06:40.480 where am I on the cycle? 181 00:06:40.480 --> 00:06:43.760 And you should be able to identify, am I starting, 182 00:06:43.760 --> 00:06:46.560 am I compounding, am I augmenting, am I making it better, 183 00:06:46.560 --> 00:06:48.440 am I leveraging, am I figuring out 184 00:06:48.440 --> 00:06:51.280 how to make it reliable, am I making it repeatable, 185 00:06:51.280 --> 00:06:54.560 consistency, or am I at the point where we have this thing 186 00:06:54.560 --> 00:06:56.160 like clockwork and now we just need to do, 187 00:06:56.160 --> 00:06:58.920 we basically need to run the cycle again and expand. 188 00:06:58.920 --> 00:07:01.720 So we always start with volume, right, compounding, 189 00:07:01.720 --> 00:07:06.720 doing more because more begets better. 190 00:07:07.120 --> 00:07:08.760 And better is where we need to end up. 191 00:07:08.760 --> 00:07:11.760 And better is great as long as it's consistent, 192 00:07:11.760 --> 00:07:13.560 which is why that's the next thing, right? 193 00:07:13.560 --> 00:07:15.040 You have home runs and the not home runs 194 00:07:15.040 --> 00:07:16.160 and home runs and the not home runs. 195 00:07:16.160 --> 00:07:17.280 The only thing better than a home run 196 00:07:17.280 --> 00:07:19.120 is hitting home runs all the time. 197 00:07:19.120 --> 00:07:21.320 And so it should follow logically 198 00:07:21.320 --> 00:07:22.680 that that's the path that you do, 199 00:07:22.680 --> 00:07:24.160 but you don't know how to get good 200 00:07:24.160 --> 00:07:25.680 unless you do a lot of it. 201 00:07:25.680 --> 00:07:28.120 And so the fundamental process of getting good 202 00:07:28.120 --> 00:07:30.720 for whatever you do is that you do a lot of volume, 203 00:07:30.720 --> 00:07:32.240 then you look at the top performers 204 00:07:32.240 --> 00:07:33.400 because no matter what you do, 205 00:07:33.400 --> 00:07:37.320 if you fire an arrow 10 times to hit a target 206 00:07:37.320 --> 00:07:38.920 and one of the arrows, 207 00:07:38.920 --> 00:07:40.440 unless they all hit the exact same spot, 208 00:07:40.440 --> 00:07:41.680 which would be really tough. 209 00:07:41.680 --> 00:07:44.200 One arrow will be closer to the bullseye than the others. 210 00:07:44.200 --> 00:07:46.160 And then you just look at the film footage, 211 00:07:46.160 --> 00:07:47.440 what did I do differently with this one 212 00:07:47.440 --> 00:07:48.640 than I did from the other ones? 213 00:07:48.640 --> 00:07:50.440 And then you say, great, next time I'm trying to do 214 00:07:50.440 --> 00:07:52.680 as much of that as I did and less of the other stuff. 215 00:07:52.680 --> 00:07:54.040 And then you fire another 10. 216 00:07:54.040 --> 00:07:55.640 And then hopefully they should be closer 217 00:07:55.640 --> 00:07:58.320 than the grouping that you had before. 218 00:07:58.320 --> 00:08:00.720 And then you say, okay, what was the closest one here? 219 00:08:00.720 --> 00:08:02.160 Great, what did I do that time? 220 00:08:02.160 --> 00:08:05.080 And so that process of improvement, by the way, 221 00:08:05.080 --> 00:08:07.880 is free from life. 222 00:08:07.880 --> 00:08:10.120 You don't have to buy it with money, 223 00:08:10.120 --> 00:08:11.400 but you do buy it with time. 224 00:08:11.400 --> 00:08:12.440 So I guess it isn't free, 225 00:08:12.440 --> 00:08:14.720 but you don't have to buy it with money. 226 00:08:14.720 --> 00:08:16.880 And it is reliable. 227 00:08:16.880 --> 00:08:19.040 And it is always true. 228 00:08:20.080 --> 00:08:24.080 Meaning a lot of people will make claims of what is 229 00:08:24.080 --> 00:08:27.600 or what isn't, but we'll always be true as the data. 230 00:08:27.600 --> 00:08:30.400 And so this is the closest way to approximate truth 231 00:08:30.400 --> 00:08:32.240 that I've had for acquiring skills, 232 00:08:32.240 --> 00:08:35.040 for making things better, is doing a lot of it, 233 00:08:35.040 --> 00:08:36.120 especially when I don't know what I'm doing. 234 00:08:36.120 --> 00:08:37.760 I just do as much as I can. 235 00:08:37.760 --> 00:08:40.080 And then I look at that top performers 236 00:08:40.080 --> 00:08:42.680 and try and do what I did there. 237 00:08:42.680 --> 00:08:44.840 And I think where skill comes in 238 00:08:44.840 --> 00:08:46.800 is that over time, your attention to detail 239 00:08:46.800 --> 00:08:48.640 becomes super important, 240 00:08:48.640 --> 00:08:51.200 because where it gets troublesome is where you cannot 241 00:08:51.200 --> 00:08:53.760 differentiate what you did differently 242 00:08:53.760 --> 00:08:56.600 between your top 10% and your bottom 10%. 243 00:08:56.600 --> 00:08:58.440 And so then the objective should be, 244 00:08:58.440 --> 00:09:00.760 how can I observe the differences better? 245 00:09:00.760 --> 00:09:03.720 What other variables am I not considering? 246 00:09:03.720 --> 00:09:08.720 Because those details are the key to skill. 247 00:09:09.160 --> 00:09:10.600 Here's what gets really interesting. 248 00:09:10.600 --> 00:09:12.400 Once you understand the details, 249 00:09:12.400 --> 00:09:14.280 they also give you more ways to win, 250 00:09:14.280 --> 00:09:18.040 which makes the doing of more, more enjoyable, 251 00:09:18.040 --> 00:09:22.240 because you know more progress markers along the way. 252 00:09:22.240 --> 00:09:24.200 And so fundamentally that is what separates a master 253 00:09:24.200 --> 00:09:27.880 from a novice, is that a novice only has the output 254 00:09:27.880 --> 00:09:30.160 to determine whether or not they were good. 255 00:09:30.160 --> 00:09:33.520 An expert or a master can see 100 small things 256 00:09:33.520 --> 00:09:34.840 within the thing so they can see, 257 00:09:34.840 --> 00:09:37.040 oh, I actually got a 92 out of 100. 258 00:09:37.040 --> 00:09:38.840 Now next time I'm trying to get 93. 259 00:09:38.840 --> 00:09:40.840 And so they have more ways to progress 260 00:09:40.840 --> 00:09:42.680 because they have more things to measure. 261 00:09:42.680 --> 00:09:45.640 And so in the beginning, you do more so that, 262 00:09:45.640 --> 00:09:49.680 you can identify the variables to make a judgment 263 00:09:49.680 --> 00:09:51.360 on your performance. 264 00:09:51.360 --> 00:09:54.680 And I think that's kind of the nano level of scale, right? 265 00:09:54.680 --> 00:09:56.440 So you have your overarching stages 266 00:09:56.440 --> 00:09:57.360 that occur within a business. 267 00:09:57.360 --> 00:09:59.520 You have the micro cycle of scale 268 00:09:59.520 --> 00:10:01.360 that happens over and over repeatedly. 269 00:10:01.360 --> 00:10:04.520 And then the nano level is in order to progress 270 00:10:04.520 --> 00:10:08.480 between the micro cycle of SCALE 271 00:10:08.480 --> 00:10:10.960 is that you have to know what makes something better 272 00:10:10.960 --> 00:10:13.360 so that you can make a checklist to making consistent, 273 00:10:13.360 --> 00:10:16.160 so that you can then obviously expand to the next thing. 274 00:10:16.160 --> 00:10:18.480 I think if there's ever been a gift, 275 00:10:18.480 --> 00:10:20.280 for those of you who say, you know who have people 276 00:10:20.280 --> 00:10:22.880 around you in your life who tell you that you were obsessed, 277 00:10:22.880 --> 00:10:23.960 it's usually because they just don't know 278 00:10:23.960 --> 00:10:24.960 what excellence looks like. 279 00:10:24.960 --> 00:10:26.400 And you have to be obsessed. 280 00:10:26.400 --> 00:10:27.880 And it's usually just a word that they used 281 00:10:27.880 --> 00:10:29.200 to describe someone who's good. 282 00:10:29.200 --> 00:10:30.960 And so I just wouldn't take it as an insult. 283 00:10:30.960 --> 00:10:33.320 It's like, of course, I spend more time on this 284 00:10:33.320 --> 00:10:34.600 and need because I care more about it. 285 00:10:34.600 --> 00:10:36.560 And it contributes to my life. 286 00:10:36.560 --> 00:10:37.560 I would just challenge you. 287 00:10:37.560 --> 00:10:40.240 And I actually use this as a great litmus test for 288 00:10:40.240 --> 00:10:44.080 when I'm hiring is that you can see someone's skill 289 00:10:44.080 --> 00:10:46.080 by the quantity and quality of metrics 290 00:10:46.080 --> 00:10:48.680 they track around a given task. 291 00:10:48.680 --> 00:10:51.680 And so if someone says, hey, I can help you with your sales team 292 00:10:51.680 --> 00:10:52.600 and you say, cool, what are you gonna do? 293 00:10:52.600 --> 00:10:54.640 And they're like, well, I'm just gonna work so hard. 294 00:10:54.640 --> 00:10:56.400 It's like, yeah, well, cool, 295 00:10:56.400 --> 00:10:58.680 but what metrics are you gonna track? 296 00:10:58.680 --> 00:11:01.360 And then the two of one level of that is, okay, 297 00:11:01.360 --> 00:11:02.920 these are the metrics you track. 298 00:11:02.920 --> 00:11:04.480 If this goes up, what do you do? 299 00:11:04.480 --> 00:11:05.720 What behavior does it influence? 300 00:11:05.720 --> 00:11:09.360 So one is you have to know what variables exist. 301 00:11:09.360 --> 00:11:13.120 The next is what actions it takes to influence those variables. 302 00:11:13.120 --> 00:11:14.400 You can think about that for skill 303 00:11:14.400 --> 00:11:16.840 when you're hiring somebody, but also skill for you 304 00:11:16.840 --> 00:11:19.040 when you're trying to learn anything. 305 00:11:19.040 --> 00:11:20.800 And so that's been really helpful for me 306 00:11:20.800 --> 00:11:23.120 as a frame to teach my team things. 307 00:11:23.120 --> 00:11:24.400 It's like, hey, these are the variables 308 00:11:24.400 --> 00:11:26.240 and these are how you change these variables. 309 00:11:26.240 --> 00:11:27.800 And if you want these variables to go up 310 00:11:27.800 --> 00:11:30.560 or change in this way, this is what you have to do. 311 00:11:30.560 --> 00:11:32.600 And it makes it much easier for you to get people 312 00:11:32.880 --> 00:11:34.960 to get the same results if you tell them what to do 313 00:11:34.960 --> 00:11:36.160 to move variables. 314 00:11:36.160 --> 00:11:40.360 And so for you, when you're trying to figure out your ads, 315 00:11:40.360 --> 00:11:44.120 look at the ads, look at the best ads you ran. 316 00:11:44.120 --> 00:11:45.680 Why is it different? 317 00:11:45.680 --> 00:11:48.800 And answering that question will unlock so much more growth 318 00:11:48.800 --> 00:11:50.480 than trying to find the newest hack. 319 00:11:51.680 --> 00:11:53.440 And that works just as well for customer success. 320 00:11:53.440 --> 00:11:55.160 Why are these ones 10 out of 10s? 321 00:11:55.160 --> 00:11:56.720 Why are these five stars? 322 00:11:56.720 --> 00:11:59.640 It works just as well for people who bring referrals in. 323 00:11:59.640 --> 00:12:00.680 It's like, okay, what happened 324 00:12:00.680 --> 00:12:02.720 for this person that they brought a referral versus others? 325 00:12:02.720 --> 00:12:04.720 Now, part of it might be that this type of person 326 00:12:04.720 --> 00:12:05.560 has a network. 327 00:12:05.560 --> 00:12:07.560 Okay, well, that might be a variable that I need to consider. 328 00:12:07.560 --> 00:12:08.840 So when I'm bringing customers in, 329 00:12:08.840 --> 00:12:10.840 I might say, these people have networks. 330 00:12:10.840 --> 00:12:12.720 Okay, well, then we're gonna do these extra things 331 00:12:12.720 --> 00:12:13.480 that'll increase the likelihood 332 00:12:13.480 --> 00:12:15.400 that they become viral customers for us. 333 00:12:15.400 --> 00:12:16.960 And so again, all of this is about data, 334 00:12:16.960 --> 00:12:18.480 all of this is about knowledge. 335 00:12:18.480 --> 00:12:19.720 And if all of that sounds like work, 336 00:12:19.720 --> 00:12:21.760 welcome to, welcome to scaling. 337 00:12:21.760 --> 00:12:23.000 That was a top of mind for me 338 00:12:23.000 --> 00:12:25.040 because I've been working really deeply 339 00:12:25.040 --> 00:12:28.640 on phases of an organization as it scales 340 00:12:28.640 --> 00:12:32.640 so that everyone else can hopefully not have to take 341 00:12:32.640 --> 00:12:34.840 a really long time to progress through the stages 342 00:12:34.840 --> 00:12:36.880 as sometimes it felt for me along the way. 343 00:12:36.880 --> 00:12:38.760 Oh, by the way, micro. 344 00:12:38.760 --> 00:12:41.840 So we started this new little mini thing, S. 345 00:12:41.840 --> 00:12:43.200 Compound, I immediately just did more 346 00:12:43.200 --> 00:12:45.040 because I knew I was gonna need more data. 347 00:12:45.040 --> 00:12:48.320 So right now, I'm in the A step of this of augment, 348 00:12:48.320 --> 00:12:49.960 which is that I need feedback loops 349 00:12:49.960 --> 00:12:52.040 to say if this is the right direction or not 350 00:12:52.040 --> 00:12:54.040 and what separates good podcasts from bad. 351 00:12:54.040 --> 00:12:55.840 And so for me, when I looked back at my data, 352 00:12:55.840 --> 00:12:58.440 where were the podcasts that grew my listenership? 353 00:12:58.440 --> 00:13:01.720 It was podcasts that were more unscripted, 354 00:13:01.720 --> 00:13:03.280 more top of mind. 355 00:13:03.280 --> 00:13:06.760 And so I'm trying to check off more of those boxes. 356 00:13:06.760 --> 00:13:09.320 And if this confirms, because I have switched from it, 357 00:13:09.320 --> 00:13:11.160 if it goes back to growing this way, 358 00:13:11.160 --> 00:13:12.800 then I will know that is a variable 359 00:13:12.800 --> 00:13:15.320 that I can repeat on my checklist, L. 360 00:13:15.320 --> 00:13:16.880 And then once I check that box, 361 00:13:16.880 --> 00:13:18.440 then I can go to E, which is expand 362 00:13:18.440 --> 00:13:20.840 and then I can advertise my podcast 363 00:13:20.840 --> 00:13:22.440 because I know that I've done these things. 364 00:13:22.440 --> 00:13:23.800 Yeah, this is the sixth in the series 365 00:13:23.800 --> 00:13:27.800 of audio first podcast of diary of Alex and Rosie. 366 00:13:27.800 --> 00:13:28.840 But basically top of mind stuff 367 00:13:28.840 --> 00:13:30.520 that I'm actually thinking about in the business 368 00:13:30.520 --> 00:13:31.760 two day right now. 369 00:13:31.760 --> 00:13:34.440 And if you like this stuff better than kind of like, 370 00:13:34.440 --> 00:13:36.480 I would say note heavy content that's, 371 00:13:36.480 --> 00:13:38.280 I would say like the air has been sucked out 372 00:13:38.280 --> 00:13:40.520 of the content like there's no gaps. 373 00:13:40.520 --> 00:13:42.920 Obviously that's been super successful for me 374 00:13:42.920 --> 00:13:44.040 across different platforms. 375 00:13:44.040 --> 00:13:47.000 I am still learning podcasts to be honest with you guys. 376 00:13:47.000 --> 00:13:48.200 Yeah, I'm just trying to figure it out. 377 00:13:48.200 --> 00:13:50.760 So if this was helpful, tell me, tag me, 378 00:13:50.760 --> 00:13:52.520 share people the thing. 379 00:13:52.520 --> 00:13:55.240 And if you do that, then I will know 380 00:13:55.240 --> 00:13:56.880 from the stats that you enjoy this. 381 00:13:56.880 --> 00:13:59.320 And if not, then you can tell me it sucks 382 00:13:59.320 --> 00:14:00.720 and not share it and not tag me. 383 00:14:00.720 --> 00:14:02.440 And I will stop doing it. 384 00:14:02.440 --> 00:14:04.160 Otherwise, keep slaying.