Sell Like Crazy

The E-Myth (Entrepreneurial Myth):

• Most people start businesses due to a technical skill but fail to understand that running a business is much more than the technical work.

• They assume technical expertise = business success.

The Fatal Assumption:

• “If you understand the technical work of a business, you understand the business itself.”

• WRONG! A baker may know how to bake but might not know how to manage a bakery.

Three Personas of Every Entrepreneur:

• The Technician (Does the work)

• The Manager (Organizes the work)

• The Entrepreneur (Envisions the future)

The problem? Most business owners get stuck being Technicians, neglecting the other roles.

Why Businesses Fail

• Owners work in the business, not on it.

• They focus on day-to-day operations instead of designing systems that run the business.

• They are reactive (solving immediate problems) instead of proactive (building for growth and scale).

The Turnaround Mindset

Shift from Technician to Business Builder

• You are not your business. Build a business that operates without you.

• Your business should be a machine that delivers consistent value with or without your daily involvement.

• The Goal?

• A franchise-like business model: predictable, scalable, and replicable.

The 3 Phases of Business Growth The journey of a business can be broken into three distinct phases: Infancy, Adolescence, and Maturity. Each phase comes with its unique challenges and opportunities, and understanding these stages helps entrepreneurs avoid pitfalls and build a sustainable, scalable business.

Phase 1: Infancy (The Technician’s Phase)

This is where every business begins, and it’s often dominated by the founder’s technical work.

Key Characteristics:

1. Owner-Dependent:

• The founder does everything: marketing, operations, customer service, bookkeeping, etc.

• Success depends entirely on the owner’s efforts and expertise.

2. Technician’s Mindset:

• The founder focuses on doing the technical work (e.g., baking, designing, consulting) rather than building the business as a system.

3. Initial Hustle:

• The business thrives on the founder’s energy, long hours, and enthusiasm.

Challenges:

• Burnout:

• The owner becomes overworked and overwhelmed because they’re trying to handle everything alone.

• Lack of Scalability:

• Growth stalls because the business is limited by the owner’s capacity.

• No Systems:

• The business relies on the owner’s hands-on involvement rather than repeatable, documented processes.

Key Takeaways:

• Infancy is a make-or-break stage. Businesses that remain stuck in this phase become owner-reliant jobs, not scalable enterprises.

• The goal is to transition out of infancy by delegating and creating systems.

Phase 2: Adolescence (Delegation and Chaos)

This phase begins when the founder hires their first employees and starts delegating responsibilities.

Key Characteristics:

1. Initial Delegation:

• The founder realizes they can’t do it all alone and begins to delegate tasks to others.

2. Growth:

• With additional help, the business can take on more work and serve more customers.

3. Control Issues:

• The founder struggles to let go of control, often micromanaging employees or stepping in to “fix” things.

Challenges:

• Lack of Systems:

• Delegation without clear processes leads to inconsistency and mistakes.

• Over-reliance on Employees:

• Employees may perform tasks differently, creating chaos when they leave or when demand increases.

• Growing Pains:

• The business grows, but inefficiencies multiply because the business isn’t structured for scale.

• Founder Becomes the Bottleneck:

• The founder’s inability to fully delegate or trust their team limits the business’s growth.

Key Takeaways:

• The transition from Adolescence to Maturity requires the founder to shift their focus from working in the business to working on the business.

• Implementing systems and processes becomes critical in this phase.

Phase 3: Maturity (The Business Builder’s Phase)

This phase represents a fully developed business that operates as a system, not as a collection of people-dependent activities.

Key Characteristics:

1. Systems-Driven:

• The business runs on well-defined, documented systems and processes.

• Employees follow systems, ensuring consistency and scalability.

2. Scalability:

• The business can grow without overwhelming the founder or sacrificing quality.

3. Owner Independence:

• The founder is no longer essential for day-to-day operations.

• The business becomes a machine that works even if the owner steps away.

Challenges:

• Continuous Improvement:

• To stay competitive, the business must constantly refine its systems and adapt to changing markets.

• Leadership Development:

• The founder must focus on building a strong leadership team to sustain growth and innovation.

• Staying Focused:

• Rapid growth can tempt businesses to lose focus and expand too quickly into areas beyond their core expertise.

Key Takeaways:

• A mature business is designed for longevity and success.

• It delivers consistent results and allows the founder to focus on vision, strategy, and future growth rather than daily operations.

The Transition Between Phases

The biggest challenges come during transitions:

1. Infancy → Adolescence:

• The founder must let go of the “Technician” mindset and start building a team.

2. Adolescence → Maturity:

• The founder must embrace systems and processes, creating a business that doesn’t rely on their constant presence.

Final Thought: Building a Business That Lasts

Maturity doesn’t mean the end of growth—it means sustainable growth. To reach this phase, the founder must:

• Develop a clear vision for the business.

• Build systems that ensure consistency and scalability.

• Foster a team of skilled, empowered individuals.

• Focus on long-term value, not just short-term profits.

Here’s an in-depth explanation of the 7 steps to transform your business into a scalable, self-sustaining machine:

Step 1: Define Your Primary Aim

Your business should serve your life, not control it.

• Ask yourself:

• What do you want from life?

• How much time do you want to dedicate to work?

• What kind of legacy do you want to leave behind?

• Your primary aim is your big-picture vision that drives every decision.

• Example: If your goal is to achieve financial independence and travel, build a business that generates passive income and doesn’t tie you to a single location.

Step 2: Create Your Strategic Objective

Set measurable, specific goals for your business.

• What does success look like for your business?

• Define clear outcomes:

• Revenue goals: “I want the business to generate $500K/year in revenue within 3 years.”

• Profitability: “Achieve a 30% profit margin by optimizing expenses.”

• Market reach: “Expand to 5 new markets within 2 years.”

• Key Characteristics of Strategic Objectives:

• Specific and measurable.

• Tied to a timeline.

• Aligned with your Primary Aim.

Step 3: Develop an Organizational Chart

Design your business for the future, not just the present.

• Create a clear structure with defined roles and responsibilities.

• Even if you’re the only one in the business now, write job descriptions for each position you envision (e.g., Sales Manager, Marketing Specialist, Operations Lead).

• Build for scalability:

• Who will you need when your business grows?

• What tasks will you delegate first?

• Use tools like Org Chart templates to visualize the future team.

• Pro Tip: Include accountability and reporting lines for every role.

Step 4: Build and Document Systems

Your systems are the backbone of your business.

• What is a system?

• A repeatable process that delivers consistent results.

• Steps to Systemize:

1. Identify every process in your business (e.g., sales, marketing, customer service, operations).
2. Break each process into steps and document it.

• Use tools like Notion or Google Docs for documentation.

3. Train your team to follow these systems.
4. Continuously improve processes based on feedback and results.

• Examples of Systems:

• Customer onboarding: Automate email sequences and follow-ups.

• Marketing: Schedule content creation and publishing.

• Sales: Use CRM tools to track leads and close deals.

Step 5: Focus on People Development

Your business is only as good as your team.

• Hire and train the right people:

• Hire for attitude, train for skill.

• Look for team members who align with your values and mission.

• Steps to Develop People:

1. Create a robust onboarding program to train new hires.
2. Provide ongoing training for skill development.
3. Set clear performance expectations and KPIs.
4. Foster a culture of accountability and ownership.

• Pro Tip: Empower employees to innovate and improve systems.

Step 6: Design an Exceptional Customer Experience

The customer journey should be seamless and delightful.

• Map the Customer Journey:

1. Awareness: How do customers discover your business?
2. Interest: How do you educate and engage them?
3. Purchase: How simple is your buying process?
4. Loyalty: How do you retain customers?

• Focus Areas:

• Consistency: Every customer should have the same great experience.

• Personalization: Tailor interactions to individual needs and preferences.

• Feedback Loops: Actively collect and implement customer feedback.

• Example:

• Use CRM software to track customer interactions and ensure follow-ups.

Step 7: Commit to Continuous Innovation

Your business must evolve to stay relevant and competitive.

• Adopt a mindset of growth and adaptability:

• Regularly review and refine your systems.

• Study competitors and industry trends to stay ahead.

• Key Activities:

1. Monitor KPIs and analytics to identify areas for improvement.
2. Test new products, services, or marketing strategies.
3. Encourage your team to suggest innovations.

• Pro Tip: Always ask, “How can we make this process 1% better today?” Small improvements compound over time.

• The Ultimate Goal:

• A self-sustaining business that operates without you.

• What You Achieve:

• Time freedom to focus on growth or personal goals.

• Scalability to expand without sacrificing quality.

• Predictable, consistent results for both your team and customers.

Would you like additional examples, templates, or tools for any of these steps?

Build a Business, Not a Job

• Work On the Business, Not In It:

• Focus on designing systems, not performing tasks.

• The Franchise Model:

• Build your business as if you’ll franchise it—even if you don’t.

• Create systems that deliver consistent results across all areas (sales, operations, marketing, customer service).

• Systemize Everything:

• Your systems run your business. Your people run your systems.

• Freedom Comes from Systems:

• A business reliant on the owner’s day-to-day involvement isn’t a business; it’s a job.

Applying the 80/20 Principle to Business

• Identify the 4% of activities that drive 64% of results.

• Automate, delegate, or eliminate tasks that fall outside your zone of genius.

• Track time and calculate your hourly rate.

• Delegate tasks that cost less than your hourly rate.