Happy Sunday!

Here’s a few powerful questions that — when properly applied — can help scale your business to the moon…

While living a more meaningful, less stressful life.

(Four of these five questions are also book titles)

1. What is the job to be done?

Clayton Christensen, in his book, How Will You Measure Your Life, tells the story of how his team did a research study for a fast food company.

The fast food company found that the best selling product in the morning was a milkshake, and the company wanted to survey customers so they could make it even better.

After years of fiddling with the flavor and making it thicker, nothing increased sales.

So the company hired Clayton and he did something unconventional...

His team asked customers the question:

Why did you hire the milkshake?

He explained it this way... 

The customers were paying for the milkshake to do a job.

The customers could have “hired” a banana, a donut, a protein bar, or a breakfast sandwich to “do the job”... 

So why on earth were they hiring a milkshake at 9am?

Well, it turns out that the customers were looking to fill their belly until lunchtime AND to keep them busy during a 30-45 minute commute...

All without messing up their hands or car.

The milkshake was thicker than juice so it lasted longer... it filled them up more than a banana... and it didn’t leave them with sticky fingers like a donut.

THAT’S why customers hired the milkshake to do the job!

2. Who has your customers?

I have to thank marketing legend Dan Kennedy for passing this one along to me years ago.

Ask yourself…

What businesses are similar to you?

What products / offers satisfy a similar need as yours?

What other products or services do your existing customers routinely buy?

What competitors have your customers? 

Make a list then find a way to get in front of them.

Effectively executing this one step often helps our clients increase revenue by 20, 30, sometimes even 50% or more.  

3. Who does what by when?

If someone has ever “dropped the ball” on a project in your business… 

It’s likely because the Who did not know What had to be done and When.

Simply adding this question at the end of every discussion or meeting clarifies the next steps.

Don’t let people leave the room or zoom call until everyone’s clear:

Who does what by when?

4. Who not How (Who can do it for you?)

This is another Dan Sullivan Question...

Who can do the task FOR you... rather than you figuring out how to do it.

It’s one of the first and most important steps in automating, delegating, and eliminating work.

5. How will you measure your life?

Back to Clayton’s book...

It’s a combination of a Life Planning and Business book... taking his years of research from Harvard Business School and putting it to work for your life.

Because listen, if you don’t start with the answer to this question as your North Star...

You can end up taking some painful detours along the way.

Think about why you do what you do.

What matters most at the end of the day?

What and Who is most important to you?

Get clear on these things… 

And they will become the ‘GPS’ you need to guide your decisions and create the outcomes for a successful, fulfilling life.

Success Loves Speed,

Craig

PS - If you’re ready to 2X your income (or more) while working 10 less hours per week...

... Just REPLY to this email with the words “2X 10 LESS” and we'll set up a time to chat with you to find out if we can help.

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