One of my favorite books on achieving more success is, How Will You Measure Your Life?  — by Harvard Business School Professor, the late Clayton Christensen.

In the book, Christensen shares this amazing stat:

“93% of all successful businesses had to abandon their original plan.”

Think about where you started...

Does your business look EXACTLY as you had planned when you began?

Unlikely!

Just look at my business career...

In 1999-2000 I started out as a personal trainer writing also for Men’s Health and selling workout “books” (word documents!) through PayPal.

Eventually I began selling my infamous Turbulence Training e-book (dumbbell workouts) to the typical Men’s Health reader... 

But after a few experiments I really “struck it rich” selling short bodyweight workouts to women over 40 (that allowed us to nearly 5X the fitness business).

We went from using mostly email & affiliate marketing to relying on FB ad marketing... 

Until FB basically banned our type of ads in 2014.

After that I shut down the fitness business to do full-time coaching.

The first year was rough because I had the WRONG business plan.

My Perfect Life Coaching was originally a $25,000 one-day, 1-on-1 session... 

But the model wasn’t working as we only had 2-3 clients per month...

So we flipped that to coaching small groups of 6-8 clients paying $5K per person.

I was soon hosting one workshop per weekend... plus doing my HUGE annual live event and 3X’s per year in-person Mastermind.

Then along came Corona.

We had to pivot to online coaching and now we serve hundreds of clients at $3K to $8K per month

Likewise, we’ve pivoted our plans many times in my info products business.

We set out in the spring of 2020 to sell my Instagram sales course through FB ads...

We failed miserably.

The course was incredibly powerful and delivered massive ROI for virtually anyone who bought it…

Yet we couldn’t seem to get the offer just right to scale on cold traffic. 

But one day... after we’d burned about $50k on the original plan...

My brilliant copywriter at the time suggested we do an experiment:

Run ads for the Millionaire Morning Routine program.

It worked almost overnight. 

Since then, that funnel has brought in multiple 7-figures in front-end sales alone…

And HUNDREDS of customers who later became coaching clients.

Unexpected? Yes.

Was our new success the result of rapid and constant experimentation? Also yes.

I’m not the only one that has won through experimentation...

Uber was originally built to be a Black Limo ride hailing company... and now most of its revenue comes from delivering food.

Amazon started as a bookstore and now makes most of its money with cloud storage...

Fit Body Boot Camp originally started out as a partnership with cheerleading locations where FBBC owners would use the cheer studios in off hours... today all of its units are standalone locations that also sell supplements and online training

Prior to 2020, one of our long-time coaching clients Joe Marcoux was a top speaker and sales trainer... spending over 200 days on the road... But today he makes more money running a digital sales training program and spends ZERO days on the road.

All of these successful pivots were due to “the new Kaizen”...

Constant and never-ending experimentation in search of continued improvement.

Over to you...

Look at your business...

How many “experiments” are you running each day?

How many split-tests, new products / offers / promotions, new FB ads, new ways to market your current product / service, new iterations of your current product / service, etc.?

I urge you to do more experiments in business (and in life overall).

If you aren’t experimenting and ‘disrupting’ yourself… 

Chances are, someone else will come along and do that for you. 

Don’t give away your power. 

Get testing today!

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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