Carl Gould #70secondCEO

By Carl Gould

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Description

A quick daily hit with Carl Gould to achieve a lifetime of results. #70secondCEO your micro-podcast...GO! Carl is the creator of the 7 Stage Growth Method, which has propelled over 75,000 companies worldwide. In this micro-podcast Gould shares actionable, practical tips to grow your business. You're too busy to be reading this, start listening!

Episode Date
Carl-Gould-#70secondCEO-Don't Get Eaten Up
01:30

Don't Get Eaten Up!

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

What if you don't perform or you don't try to fulfill as advertised? They're going to eat you up, okay? Because they're going to expose you even further. As somebody who didn't tell the truth, okay? You didn't even try to fulfill your performance, your promise. So the idea is you don't have to be fully successful. But you do have to try. You got to give it everything you've got. And the clients got to see you doing that. Okay. There's a great book on the airlines called the Southwest Airlines way. And it was a book that was a research study on economy-based airlines, right? And why did Southwest Airlines become so successful? And why did the other airlines not become successful, even though many of them tried to have their version of Southwest Airlines remembered ted from United, they just took the t-e-d out of the name and made it shortened it because that was going to be their express service, continental light at the time. And so Southwest Airlines has this entire book where they are fully committed to one statement and that is being the lowest cost air carrier in every market that they fulfill. Okay, in order to do that they have to make a commitment in such a way that other business habits. When was the last time you were on an airline and a pilot helped your board?

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 28, 2022
Carl-Gould-#70secondCEO-Potential
01:24

Potential

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Right now you're listening to this audio or watching the video or reading the book, okay, and you're gathering this idea about the obnoxious offer, you are in potential meaning you haven't tried it yet. You're getting the education, and you're thinking about something you might know or do already. You're saying, wait a minute, I think we already do some of this. Okay, so you're intellectually, emotionally, you're batting it around. Okay, how is this going to work for me? How do I apply it? How do I take this concept and adapt it to my specific situation, alright, but at some point, you're going to have to go live. And that's when you switch from potential to performance. And there's a lot of risks here. Okay, you're going to stand out. The whole point of an obnoxious offer is that you will stand out from your competitors, you're not just going to be different, you're going to be better and you're going to be making a bigger and bolder promise. Okay? You stand out, you're fully exposed. Okay? If you perform, or at least you kill yourself trying to perform, you are unfairly rewarded. It's awesome. Okay, you are unfairly rewarded because your clientele will reward you by paying your premium and buying your product or service over and over and over again.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 25, 2022
Carl-Gould-#70secondCEO-Sales People Have Emotions Fears - Part 2
01:13

Sales People Have Emotions & Fears - Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

People don't always carry the image that they have, they can talk on behalf of the company. And that's why it's so important for everybody to be rallying around the message. So the salesperson feels comfortable that they can put forth the obnoxious offer. And they feel like the rest of the company has their back because I promise you, it's going to come back and bite the salesperson if the company doesn't follow through. The company will suffer. But it's the salesperson's name and image that's out there, they cannot hide. So we really have to have their back, right? Now every company has the fear of failure, every company, every person has to have that. Okay, all right, because what we're asking as a company salespeople first, but everyone who interacts with the client is that you have to put yourself out there you have to be vulnerable. You have to put your money where your mouth is, and you have to do something that we call going from potential to performance.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 23, 2022
Carl-Gould-#70secondCEO-Sales People Have Emotions Fears - Part 1
01:18

Sales People Have Emotions & Fears - Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Salespeople are very emotional beings just like you are. They're your representatives. And they're the ones out there that are taking all the hits for the business, certainly in the beginning, and you know, they have some of the same fears as public speakers do. You know, there's an interesting parallel because when a salesperson goes out, they're making a pitch, they're making a presentation, they're putting forward an idea. So let's look at the parallel, right? They fear being judged just like a speaker would, they fear the humiliation of possibly not working out or being called out, or being wrong. Okay. You know, they don't think of themselves as this hotshot salesperson or they don't think of themselves as the fulfillment person or as the president, making this bold promise. You know, in many cases, there's an expression in sales that most salespeople can't afford the thing that they sell. You know, people who sell houses can always buy the houses that they sell. People who sell cars can always buy the car that they are selling.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 22, 2022
Carl-Gould-#70secondCEO-Can You Deliver Part 2 1
01:26

Can You Deliver? Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

And the way it works, the customer thinks all people in a business, they think of you monolithic. They think the salesperson is the same as the operations, the same as customer service. That same position. But you're all representative of the business. If I go through a drive-thru, and I say, Hey, I would like this sandwich. And I took that I gave that order to one person. And then I got to the window, and they gave me the wrong sandwich. And they charged me the wrong price. I might say, Hey, I just gave you the order. And they say, Oh, well, you didn't give it to me. You gave it to my colleague. Yeah. But you're still the same, you know, you're the place, I think of you the same, right? They're going to take the company as monolithic as everyone equals everyone. They're not going to say Oh, well, the salesperson said so but I don't expect you to follow through. They're going to say think that one person, each person, one person or each person talks for the whole company. And that's why everybody has to be on the same page. So sales producers they will fold under the weight of the objections that they receive. If they don't believe you can deliver, they won't sell as vigorously.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 21, 2022
Carl-Gould-#70secondCEO-Can You Deliver Part 2
01:26

Can You Deliver? Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

And the way it works, the customer thinks all people in a business, they think of you monolithic. They think the salesperson is the same as the operations, the same as customer service. That same in position. But you're all representative of the business. If I go through a drive thru, and I say, Hey, I would like this sandwich. And I took that I gave that order to one person. And then I got to the window, and they gave me the wrong sandwich. And they charged me the wrong price. I might say, Hey, I just gave you the order. And they say, Oh, well, you didn't give it to me. You gave it to my colleague. Yeah. But you're still the same, you know, you're the place, I think of you the same, right? They're going to take the company as monolithic as everyone equals everyone. They're not going to say Oh, well, the salesperson said so but I don't expect you to follow through. They're going to say think that one person, each person, one person or each person talks for the whole company. And that's why everybody has to be on the same page. So sales producers they will fold under the weight of the objections that they receive. If they don't believe you can deliver, they won't sell as vigorously.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 21, 2022
Carl-Gould-#70secondCEO-Can You Deliver Part 1
01:30

Can You Deliver? Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

So when you ask them, Can you really get it here by next week? I mean, really I’ll pay the extra, but can you really get it to me? And they're like, Oh, well, yeah, you know, I kind of think we can maybe like, you know, we always have in the past, if they give a half answer like that, then you know, the person on the other end of the phone or the live chat or the, you know, the room is going to say, I'm not feeling it, I don't think you really believe you can get it to me in this timeframe. Right, the sales producers will fold and there's an old expression that somebody who can't handle an objection folds like a suitcase, right? But think about–imagine you, you know, these poor courageous people that are out there as the frontline of your business. They are out there making a promise that they have nothing to do with its delivery, they have to hand it over to the fulfillment team, the customer service, the operations team, the concierge, right, the bell Captain, you know, the fulfillment squad, and they have to hope that they pull through because here's what happens all the time since the salesperson spent so much time with them. If the fulfillment doesn't come through, the client is likely to call the salesperson back and say, Hey, you gave me your word, and your company didn't follow through.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 18, 2022
Carl-Gould-#70secondCEO-Culture Matters
01:42

Culture Matters

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

This is very much something that needs to be ingrained in your culture. And it is a cultural paradigm shift. Everybody in the business has to be toeing the line, because as I mentioned earlier, any chink in the armor and the client is going to see this, and they're gonna see that you're giving lip service to something, but you're not fully committed to it. And they'll expose you for that because they will feel very much jilted or betrayed because they really were excited, they were thinking, Oh, you could be the one, you could be that company that can really service me at the highest level. And then when you turn out not to be that, then you're like everyone else, and it's just a marketing ploy. Okay, but here's the front line of where this is going to happen. Your marketing team will have no problem putting out the bold offer in the brush tagline and really cool straplines and logos and graphics and videos. They're not talking directly to the client. However, the sales team is, the sales team is gonna have to go out, look your client right in the eyeballs and say, here's what we sell. Here's what we promise. Here's what we charge for it. And they're going to get objections. They're going to have to listen to issues. There's going to be information gathering, and a salesperson, a persuader promoter type salesperson who's really out there they are your representative. There you are your frontline.

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Nov 17, 2022
Carl-Gould-#70secondCEO-Paradigm Shift
01:29

Paradigm Shift

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Folks, this is very much a paradigm shift. You've got to go from the convenience side of business, to fully committed and doing what is called for and called upon by your clients. In other words, what they're saying to you is, we will reward you, we love the idea of what you're doing. If you can give us these following items. We will love you, we will support you over and over again, we will overpay for you. Okay, so once we know who our client is, once we know what is really important to them, then we can buy into fully servicing them. You know, one of the things that I like to do when we build an ideal client avatar is at the end of it–when we guess what the age is when we think we know where we've targeted what the age is of the Avatar, we'll say what is this person's name? And let's give them an adjective that we think describes them. Are they brilliant Bob or amazing Amy, and we really want to fall in love with what is that person all about? What would make them super happy? What are they most fearful of? And how can we heal any or all of those wounds? Okay.

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Nov 16, 2022
Carl-Gould-#70secondCEO-You Better be Ready to Deliver
01:09

You Better be Ready to Deliver!

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

You don't go live with your obnoxious offer until you feel you can fully deliver on its promise. That means everybody and I mean everybody, operations, finance, customer service, marketing, sales, the management has to be behind this because when you get any pushback when you get people who say I'm not so sure I believe it, you've got to be very congruent in making this promise to them and convincing them that yes, you are going to follow through. This is life without a net. There is no net. You are fully vulnerable with your clients and you're saying to them, I'm going to be better than everyone I promise you, or I'm going to die trying. We are going to kill ourselves as a group in order to make sure that you are fully satisfied. That's what this is all about.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 15, 2022
Carl-Gould-#70secondCEO-You Must be Bought In
01:32

You Must be Bought In!

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

In this chapter, we're going to talk about buying into the idea of being obnoxious as a business buying into the idea of having an obnoxious offer. And folks, you know, in this entire methodology and this entire approach, you have to be clear that there is no middle ground here, you can't be kind of in this and kind of out of this, you must be fully bought in to obnoxious in order to sell obnoxious to your clientele because if you're not fully bought in, your clients are going to see right through it, they're going to notice that you're not fully committed, and it takes a full commitment. And now when I first started talking to people about the obnoxious offer, they think it's purely a sales gimmick or a marketing or positioning statement. And while it has aspects of that its foundation is rooted in your ability to fulfill. It has so many ramifications if you cannot fulfill and meet your brand promise, your obnoxious offer is your promise. It's your promise to your clientele. It's your unwavering commitment to them to say we're going to make sure this works out. We're going to get you there the first time or it's guaranteed.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 15, 2022
Carl-Gould-#70secondCEO-We Run our Clients Business - Part 3
01:21

We Run our Clients Business - Part 3

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Our offers more obnoxious, we have another product that is a three-year coaching program, where we mutually agree upon the goals in the beginning of the process. And if you follow our system for three years, and you don't hit the agreed upon goal, we give you all your money back for the three years. And that's a risk. We needed to work out. We can't let you fall behind. You have things you've got to do. What was the last college you went through? Where you've did everything they said you didn't get the grade or they couldn't place you in a job. So you got all your tuition back? Right? It's probably been a while. Yeah, that's not normally the way it works. And so we've got to figure out a way to embrace who your client is, fall in love with that client, and then give them the things that would make your offer obnoxious in value to them. My offer isn't obnoxious in value to people who don't care about my service, but it's obnoxious in value, and those clients will be willing to overpay if they are my target. And that's why we have to figure out who your target is.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 11, 2022
Carl-Gould-#70secondCEO-We Run our Clients Business - Guarantee - Part 2
01:20

We Run our Clients Business - Guarantee - Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

For people that could run your business tomorrow to give you some additional horsepower and cover you in areas that you couldn't cover who they like that. Okay, so the next one is you have no skin in the game. So we said fine with every client, we give them a traditional retainer arrangement, which is what is an industry standard. And we also give a success fee engagement option, where we take the risk right alongside them, if they're not growing, we're losing money. How do you like that for skin in the game? Most advisors don't do that. Okay, yes, there's contingency attorneys. And there are people that will do a success fee like a commission based on that sort of thing. That's great. We love that. But most don't then so we distinguish ourselves very, very quickly. It's matter of fact, we give a five to one guarantee in some of our products, which means if we can't show you how to make her say five times the amount of our fee, the whole thing is free. How many advisors have you hired, I've given you at least a five to one guarantee? Okay, so if we were to bid on your work, and we were giving a five to one guarantee, and no one else was, who are we competing with?

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 10, 2022
Carl-Gould-#70secondCEO-We Run our Clients Business - Part 1
01:39

We Run our Clients Business - Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Well, that'd be great, Carl, you come in and run that part of the business. So I can focus on these growth initiatives. So guess what we started doing, we started running all our parts of our clients business, we have that benefit. Okay, this was a huge step, because we've demonstrated to our clients that we could accelerate their company's business plan by stepping into a quasi-management role. You've heard a fractional C suite, you've heard of interim managers that the client doesn't currently have filled. And then what we'll do is we'll work with their team, and we'll help them promote from within or hire from outside, and then we'll fire our way off of the organizational chart. The next problem is they say, well, that's great. You keep talking about these areas of the business. I don't know anything about what's going to happen to my business, you help me sell more, I don't understand finance. So we said, Okay, how about this, we're going to carve your business into four quadrants: strategy, business development, operations, and finance. And we're going to assign an expert in every one of those areas. So when we build the opposite side, we'll also show you how to sell it. We show you how to sell more. We're going to show you how that affects your finance and all of that. We're going to show you how that impacts your strategy or how the strategy would impact that and going in different directions. Oh, that's great. So not only do we give you one interim C suite or manager, we bolt on an entire C suite.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 09, 2022
Carl-Gould-#70secondCEO-Why Do We Love Features?
01:25

Why Do We Love Features?

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Why do we fall in love with features? As I started this discussion, this chapter we start, we talked about the fact that you came up through the ranks as almost always a technician, some of you who are a persuader or promoters get that, but most of you came up as a technician, you were the coder or the accountant or the financial analyst, or the lawyer, or the painter or the carpenter or the electrician, or the plumber, or the auto mechanic. All right. Now, hear me on this, you have to get your head out of your assets, and find out what the client really cares about. Okay, so as a little case study, I'll make myself the guinea pig. All right, as a consultant and a business coach, what are some of the complaints? Well, you guys have no skin in the game, you just tell me something I already know. Okay, you know, you're just gonna give me a list, a checklist, and then ask me how I feel about it. So we dug into what was important to our clients, and you know what they needed when they want to grow their business. They kept telling us over and over again, that they keep saying, I don't have time. I can't get to these things you keep telling me about. I don't have time to do it.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

 

Nov 08, 2022
Carl-Gould-#70secondCEO-Features vs Benefits - Part 3
01:18

Features vs Benefits - Part 3

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

This place hung their entire marketing plan, how they built out their staff, their real estate, their office space, virtually the entire business had their arms wrapped around this one stop shop concept. Whereas once we dug into who their ideal client avatar is, that person wanted a certain result and would have been willing to overpay or be inconvenienced in order to get it. So they were selling something that their clients weren't buying. We need to fall back in love with the client and find out what would that client wants. And here's what we did: we guarantee your smile from life. We guarantee your smile and every procedure that goes into that for life. If you come to us, we will do whatever it takes. And there's a whole host of other features that go or features and advantages that go in with that. But they guaranteed it best in class smile for life. How about that big difference? We're a one stop shop. Okay, that's fine, or we're going to give you the best result guaranteed.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 07, 2022
Carl-Gould-#70secondCEO-Features vs Benefits - Part 2
01:22

Features vs Benefits - Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

If that corporate executive had the choice between going to multidisciplinary everything under one roof saving me a lot of time practice, and their appearance came out their smile, their cosmetic surgery came out, okay, good, not great, but good. Or they came out with a guaranteed best in class smile, cosmetic feature changes, surgery, you name it, guaranteed best in class, but they had to go to various locations to do it. They had to go to 10 different locations. But the end benefit was you're going to look the best you ever would. Which one? Do you think that person is going to take the convenience of one-stop shop, but a lesser result in an area that's very important to them? Or they'd be willing to be a little inconvenient but get the best-guaranteed result? No matter what. Which one do you think they're choosing? I agree with you, I think they're choosing the best-guaranteed result. Which means how important is the one-stop shop feature of your business? Well, it's pretty good. But is it as important as you keep selling it? And the answer's no.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 04, 2022
Carl-Gould-#70secondCEO-Features vs Benefits - Part 1
01:50

Features vs Benefits - Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

Just because you're a one-stop shop, what advantage does that give you? So what competitive advantage does the feature give you? We're a one-stop shop. That means you can have a more collaborative approach to your medical care and you can have subject matter experts talking about your medical care at the same time with you in a more collaborative approach, okay? And so that can help you have a more comprehensive conversation about your medical care, okay? So, that's the advantage. So if I had to go to 10 different medical practices, because they did not have all those specialties under one roof, I would have to manage all those conversations. It's not as comprehensive not as collaborative, you all see that as an advantage, okay? What's the benefit of that? Well, in this particular case, it was a dental practice, okay? So now why would I care that you have everything under one roof? And they said, well, it's gonna save your time? Ah, that's a benefit, that's good. Will it save me money? Well, sometimes because you won't have to have repetitive services. Okay. I like that. I said, Now, hang on a minute. Tell me about your ideal client avatar. And in this particular case, they dealt mostly with corporate executives in this particular practices. And these were people that were on the fast track and they were on a growth track in their careers, you know, and their appearance. This was a cosmetic medical practice, and their appearance, they felt was very important to their career advancement. I said, Oh, okay, got it. So let me ask you a question, folks. If you answer this for yourself as you're reading and as you're listening.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 03, 2022
Carl-Gould-#70secondCEO-Why Should I Shop with You
01:28

Why Should I Shop with You?

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

Why should I buy from you versus anyone else on the planet? Why would I meet you? Should I stop shopping for other vendors? Because I've met the one, right? You hear men and women safe when it was love at first sight, they met the one, and they didn't spend the rest of that day shopping for other mates. When you met the one you stop shopping. It's the same thing here. So when you meet the one, you stop shopping, you know, for a vendor because that vendor meets your deepest needs, okay? So let me explain the difference between a feature an advantage and a benefit because I think this is something that not everyone really fully grasped. So I asked the medical practice, why do people come to you? And they said because we're a one-stop shop. I said, What does that mean? Well, we're multidisciplinary or multi-specialty under one roof. I said, Okay, well, that's a feature of your practice. You're a one-stop shop. That's not a benefit. It's a feature. So a feature is simply an ingredient. If you buy a product, look on the side it tells you what all the ingredients are. Those are the features. What are all the ingredients that make up your product or service?

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 02, 2022
Carl-Gould-#70secondCEO-Vegan Burgers Part 3
01:15

Vegan Burgers Part 3

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

All right, meeting with the customer is not always efficient guys, sometimes it needs to be effective, which means it's not efficient. However, you keep the client that way and don't give me this. Oh, well, you know, some clients are worth losing because you can't make as much money. I'm talking about taking 10 steps out of your way and running food out to a car. Don't tell me that's killing your profit margin. And that you know, it's addition by subtraction because you got rid of us pain in the ass clients who customers who pulled up to the curb and wanted you to walk 10 paces, don't give me that crap, because that's all it would be, all right? Okay, so you lost– they lost that crowd. So here when you were too with you lose sight of the client because you're so engrossed in your product features. That's a big mistake that customers will make. Alright, now, I've run a process when we're doing the obnoxious offer process and we're helping you build your obnoxious offer. I'm going to ask you, what are your features? What are your advantages? What are your benefits?

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Nov 01, 2022
Carl-Gould-#70secondCEO- Vegan Burgers Part 2
01:20

Vegan Burgers Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

So during the pandemic that was really popular, they were one of the more popular restaurants in town, simply because they walked the food out and took your payment. You didn't have to park and then walk across the parking lot and go inside and wait in line. None of that, you called ahead. They knew you were coming. You ordered from them directly. They bought it right out for you. It was a great little indulgence, and they came right out to your car. It's pretty cool. It was pretty cool. Well, when the restrictions lessened, as the curve of the pandemic went down, one of the things that happened was they allowed restaurants to now have people come in. So guess what this restaurant did? They got rid of meeting you at the curb. Well, guess what also went away, the line at the curb. Not because people were parking in the parking lot, but because of that they took away a very novel service that people in the area really appreciated. And it was nice too they would come out and we'd say hi how you doing hang in there. We even would give them an extra tip. They went back to convenience and they lost the crowd.

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Oct 31, 2022
Carl-Gould-#70secondCEO-Vegan Burgers Part 1
01:37

Vegan Burgers Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

During some very volatile times, there was a restaurant of ours, we didn't go to all that much, but they have my favorite veggie burger. Now, as a vegan for decades now, I'm always looking for what's the best veggie burger. And for me, these guys had the best veggie burger. Now, it's not the only place you can get one. But they do such a great job of cooking it. But during some really difficult times, they started offering curbside delivery. It was fantastic, right? When not only can you pull up to the curbside, but they would come out, bring you the food, take your payment, and then go inside and come back out with the receipt and signed for it. You're good to go. And sometimes you could even pay them right over the phone. It was awesome. Not only–and listen, we are in the age of app-based food delivery services, totally get that I use them all the time, right? This restaurant happened to be on a main road and a main traffic area. And you would pass by there a lot and so it became a bit of a tradition. Whenever we went down to the shore. Sorry, I'm from New Jersey, down the shore. Whenever we went down the shore, not down to the shore, to take away my jersey card down the shore. We would pass by this restaurant. As we drove by. You could see if there was a line and I'm like wow, there's a line. Something's happening, something's going on.

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Oct 28, 2022
Carl-Gould-#70secondCEO-Features Lead to Overpaying
01:33

Features Lead to Overpaying

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

There's an example of a company that's a manufacturer and one part of their manufacturing process, they use a metal type spring. And there are trace levels of titanium in those springs, trace level–trace level of titanium. Now their competitors will advertise, hey, there's titanium in our springs, one of the strong metals, one of the strongest components in the world, and we have them in our springs. Well, this other manufacturer buys their springs from the same exact place but doesn't want to say that there's titanium in them. I said, why? You know, because there's trace levels like they really put them in, it's not really a proprietary blend. We buy our stuff from the same place there, we have the same level of titanium. I said, yes. But your customer would appreciate hearing that because there's an implication of quality craftsmanship. And he says, Yeah, but I don't like I don't like that. So he's chosen not to talk about it, even though it's in there, even though it'd be something that his clients would place a high value on. It would be another ingredient. Another feature. Okay, another feature that would lead to somebody possibly overpaying for their product or service, he's chosen not to do that.

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Oct 27, 2022
Carl-Gould-#70secondCEO-The Obnoxious Offer
01:10

The Obnoxious Offer

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

You cannot stay convenient and do the obnoxious offer, you cannot. The whole point of the effectiveness of the obnoxious offer is that you're doing what your clients call for and you're leaving behind all your competitors that are staying convenient and folks, most people stay in the trap of convenience. They stay in that zone, they get caught there, and they may never come out. And it doesn't mean they don't have a good business, they might have a successful business. I have trained certified, accredited, franchises, you know, in one-way shape, or form over 7,000 coaches in all around the world in more than 35 countries at this point. I teach them all at some point, a portion or all of the obnoxious offer where I talked about giving them up to a five-to-one ROI on their services.

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Oct 26, 2022
Carl-Gould-#70secondCEO-You Cant Hustle Your Way to 10 Million
01:13

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Once you get above a million, the next threshold is 10 million, you can't hustle your way to 10 million, you have to have systems, you have to go beyond your comfort zone, you have to not only prove out your concept, but you have to start saying no to things you said yes to before. You have to focus your business, understand your pricing, know who your client is, in order for you to get and sustain that level of sales. So my question for you is are you doing what's convenient? Are you doing what's called for? I bet you're still in the convenience trap. And you're not necessarily stepping forward and doing what's called for, okay? Because that's when you're going to have to raise your pricing. That's when you're going to have to stand out a little bit more in the marketplace. That's when you might have to change your guarantee or your brand promise. That's when you might have to open up that second location that's near a competitor. Where now that competitor is going to notice you, now you're on the radar, you matter now, but it's necessary for the business. Are you willing to go there?

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Oct 25, 2022
Carl-Gould-#70secondCEO-Where are Your Growth Barriers
01:28

Where are Your Growth Barriers?

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

Most business owners that I deal with that come to me that talked to me about growing their business, I can tell where their barrier to growth is going to be because as soon as I can gauge where their comfort zone ends, and when the business calls for them to step up and step beyond, that's where they're going to have to decide if they're going to make that next step, I can tell that's where it's going to be an inflection point and a really difficult part of the growth for that business. And not every business owner makes that commitment to go forward and do what's called for, they will often back down to convenience, I see it all the time. It happens all the time. You know, there's a couple of thresholds in business from zero to 1 million, okay? When you get from zero, anything below a million, only 4% of businesses will get above a million, up to that you have to make a certain commitment and you have to have a certain level of hustle to get to that point, okay? While it's an arbitrary number, what I've noticed is it is a more than just a number. It is a commitment, of hustle of testing of you know building systems and looking at the big picture, thinking bigger than just being an owner and operator.

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Oct 24, 2022
Carl-Gould-#70secondCEO-Are you Only Doing Whats Convenient
01:20

Are you Only Doing what's Convenient?

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

Falling in love with your clients, that's a big jump, right? Because the client is often going to ask you for things that you don't want to do. Right? You mostly have been setting up your business to this point to what's convenient for you. I can tell you right now your guarantee, we're going to slice and dice guarantees later, but your guarantee is convenient to you, oh, if you don't like it, we'll give you your money back. Or if you don't like it, we'll comp your meal or give you another hotel room or we'll just keep working until we get it right, that's convenient to you. So, my question for you is, are you doing what's convenient in your business? Or what's called for in your business, right? You're the decision–I'm talking directly to the decision maker here. I'm talking to you business owner, are you doing what's convenient? Or are you doing what's called for in your business? Well, I can't give that guarantee. I can't take credit cards. All people will do is charge it back or want their money back. If that's your fear, you're not fully bought into how well your services or your relationship with your clientele.

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Oct 21, 2022
Carl-Gould-#70secondCEO-Vacation of a Lifetime - Worth it
01:25

Vacation of a Lifetime  - Worth it?

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

When we overpay for something, we not only pay, but then we brag about it. How many people have you known who have gone on the vacation of their lifetime, and they upgraded to the suite and they took out the jet skis and they went on the excursions, and they came back and they said, Oh, you know, well–we so totally paid more than we thought we were going to, but it was worth it was awesome. Yeah, upgrade to the suite because the views are unbelievable. Go on the excursion. Make sure you sit in the front, that's the best seat, it's more money, but you got to go for that. Right? How many of you have we've all done it, right? And it was worth it? Wasn't it? How many people you know, bought a luxury watch and then complain about the price? Have you any idea what they charged for these things? Now the diamond on this watch must be an extra grand. They want $1,000 per diamond? Is that what they say? Or do they say I'm so proud of this thing? Yeah, put that diamond in there, has got special significance for me. Yeah, it was $1,000 but I've been saving up for this my whole life. It was a one-time piece. I wanted to make sure I got it right. They brag about it. That's what you want. Your offer will be obnoxious enough if somebody overpays and then bribes about it.

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Oct 20, 2022
Carl-Gould-#70secondCEO-Overpaying Why do We do it
01:26

Overpaying Why do We do it?

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

Years ago, I took my daughter to a concert. She was so excited and she was just happy to get in the door and I remember calling up and getting the tickets and they said, Where do you want to sit? And I said, get me in the building. I don't care where we are. It's not gonna matter, just get me in the building. I wasn't all that hyped up, I was to hear the music and that turned out to be a great show. But I was in the nosebleed seats way in the back next to the other moms and dads who just got in the building there too, right? However, then a couple years later, we go to a concert we all want it to really go to and we got the best seats we could and you know what? I gotta tell you something from the nosebleed seats, or the front row. You can hear the music just the same. Same concert, same people, same performers, the same stage, everything. It's the same concert, but we overpaid because it was something we wanted to be out. We've all done it. And why did we overpay because the things that are most important to us, whether it's the performance or the product or the service, provides it. You overpaid for your mortgage because they know peace of mind is number one or very close in your mind.

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Oct 19, 2022
Carl-Gould-#70secondCEO-What are You Looking For Needs or Wants Part 2
01:24

What are You Looking For? Needs or Wants? Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

You don't need the heat in your car, you want the heat in your car. In other words, you have overpaid beyond the utility of the product. Look at your phone, are you telling me you need every feature on that phone? Are you telling me you can even–without adding another thing today, folks, you can go to your device and you can utilize 100% of all the features on that device? Now you bought, you overbought that device knowing you're never going to use the storage, all of it, you're never going to use all the features, not all of them. Think about it, we overpay, how many of you have a fixed mortgage like a 30-year fixed rate mortgage, right? Why do you have that one traditionally your adjustable rate mortgages if you look at periods of time throughout history are actually cheaper. Why do you pay, overpay for your mortgage because most of you do the peace of mind, right? The peace of mind to know that your payment each and every month is going to be the same. You don't have to think about it, you can kind of set your monthly, not your monthly expenses and you can work around that–that safety, that certainty.

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Oct 18, 2022
Carl-Gould-#70secondCEO-What are You Looking For Needs or Wants Part 1
01:31

What are You Looking For? Needs or Wants? Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

You're not looking for people to pay for your service or product, that's not what the obnoxious offer is all about. The obnoxious offer is all about finding the people who are willing to overpay for your product or service. You heard me ethically and morally overpay for your product or service. Why would they overpay? Well, we all do it. We have all had those times in our life when we overpaid for something that we really liked. I'll give you a perfect example. You probably were in this product in the last 24 hours in your car, think about all the features in your car that you don't really need. Do you really need that twin-turbo really, really need the twin turbo? Really need the leather seats, heated seats? You need all eight of those speakers. You really need the air conditioning while it's hot here. I know it's hot here. My first couple of cars they didn't have AC, they didn't have air conditioning. I live in a hot muggy place and you know what? I was sweating in my car or my truck until the windows are rolled down and we're going down the road fast enough that we got a breeze. You don't need air conditioning, you want air conditioning.

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Oct 17, 2022
Carl-Gould-#70secondCEO-Does Accuracy Count Part 2
01:39

 Does Accuracy Count? Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

Now, it's a dashboard, it's a guide and that's what they found out the hard way is that people weren't as concerned about accuracy and they put all this money and all this time into the accuracy. Here's a better one. Let me ask you about your Blackberry, how's your phone, you liked that BlackBerry phone? You're using it a lot? You've got all of its features going, you have probably not wanted to know why? Because RIM Research In Motion, who makes the BlackBerry phone, the BlackBerry phone at one point was the phone, the phone, and Apple came out with apps, there's an app for that, remember? RIM says where the most secure system there is people are very concerned about security and so they did not embrace the app culture and the rest of the phones just pass them right by. Might there be another day for RIM and the Blackberry, maybe if they fall back in love with their clientele, maybe. There may come a day when that lockdown security feature that they have in their phone becomes top, you know of mind again, and if that's the case, then maybe they'll have a place in the phone market. But as far as where it is right now. They're a nonplayer in the marketplace. They became irrelevant in the mobile phone market because they fell in love with a feature and not that many people really cared about.

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Oct 14, 2022
Carl-Gould-#70secondCEO-DoesAccuracyCountPart1
01:30

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

I remember sitting in on a lecture by one of the first licensees for the Apple Watch and they did the heart monitor, number of steps heart monitor, what was your stress level, and they said, the second version of the app, which they thought was going to be groundbreaking, because they worked so hard on making it accurate, it was a bit of a flop and what they found was, it certainly did not perform nearly what they thought. And what they found was that people weren't as interested in the accuracy and you think, wait a minute, how could they not be interested in the accuracy? Well, think about it and we all wear a watch of some sort where some sort of monitor or our phone tracks our sleep or our steps. Are you going to be severely disappointed if it says you did 13,127 steps instead of the more accurate 13,128? Or are you going to say, hit my step goal, look at his baby 13,000 plus 128, 129, 130, right? As long as it's close, are you going to be terribly disappointed if your temperature is 98.7 instead of 98.6? Or that your stress levels on the third red bar instead of the second red bar.

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Oct 13, 2022
Carl-Gould-#70secondCEO-Fall in Love with Your Client - Part 3
01:12

Fall in Love with Your Client - Part 3

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

You felt a certain passion for a type of product or service. You want it to change the world or heal the world, or serve the world through your product or service and that's very admirable. We love that all of the initials you have after your name, all that alphabet soup, because you've spent every waking day perfecting your widget. Brilliant, all right, we're not suggesting that you go away from that but what I am suggesting is–is that we now start taking what the client's preferences are even if they're not our preferences. Don't try to impose your core values on the client. That's a big mistake, the chances that you know exactly what they're thinking is almost nil to the chances that your core values will overlap so much with theirs is almost nil, also. We've got to know what they want, we've got to hear from them.

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Oct 10, 2022
Carl-Gould-#70secondCEO-Fall in Love with Your Client - Part 2
01:26

Fall in Love with Your Client - Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

You say you are, but you're not, right? I said when's the best time to be open, is that we turned the sign on, we opened the door people come in, who is the best client? Anyone with a checkbook? Who's your ideal avatar? Women 29 to 64. There is no way on this planet that your message to a 29-year-old woman is the same as your message to a 64-year-old woman. Same thing if you were to appeal to men, you're a product that appeals to men. Well, from seven to 70, no chance, is it the same message. There might be different applications for your product, but you've got to know what's important to them. We need to fall in love with the client all over again, okay? And that's not where you come from. You didn't start your business because you're a client-focused people person, and you just want to do whatever it takes for the customer. That's not the way you got into the business. You were either a coder and that's your passion or you're a gardener and that's your passion or you're a painter or a mechanic or a contractor or an electrician or a plumber, an attorney and accountant a financial analyst, you get the idea.

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Oct 07, 2022
Carl-Gould-#70secondCEO-Fall in Love with Your Client - Part 1
01:17

Fall in Love with Your Client - Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Let's talk about one of the most important topics that we need to really discuss. And that is, you need to fall in love once again with your client, yes you heard me. You've got to fall in love again with your client, not with your product or service with your client because what we're going to find out and as we go through the obnoxious offer process, you're going to learn that there are things that you are selling to your customer that they just don't care about, or it's not as big a benefit as you think just because you spend all day thinking about your product, your service, it doesn't mean they do and you might be selling things that are important to you to them, and it's not as important to them. In other words, you might be selling to yourself with other people in the room. And an obnoxious offer is not only obnoxious in price, which we'll get to that point, but it must be obnoxious in value. And again, that's my tongue in cheek way of saying it must be of the utmost value to your clients, but you're not thinking about them.

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Oct 06, 2022
Carl-Gould-#70secondCEO-What's Your Scheme?
01:53

What's Your Scheme?

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

So that was my scheme. What's yours? Okay, now, I strongly suggest on another note that you script it out. I'm a big fan of Scripts, fast forward to the, you know, a decade later, one of my favorite musical bands, Led Zeppelin was coming together to do a reunion tour to honor their former manager, Armin Ertegun, and they were going to play in a very small venue in London. And when Led Zeppelin announced that they were going to do this concert, the company was overrun with requests for tickets, they had a right to request for 20 million tickets. 20 million tickets for an arena that held about 5,000 people. So they moved it to the O two arena, which was a much larger venue. But even still, they still had 20 million requests. Well, Led Zeppelin was there to play Led Zeppelin music, which they wrote years ago that made them famous and do you know, they rehearsed for two and a half weeks straight in order to get ready for this concert. In other words, they created a script, they practiced it even though the tickets were sold, and they were playing their own music, they even could have showed up and stunk at it. Right? But that wasn't their standard. They had their scheme. They scripted it out, and by all accounts, knocked it out of the park and justified why 20 million people would write in and request for those tickets. Okay, so what is your scheme?

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Oct 05, 2022
Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 8
01:16

Obnoxious Makes you Stand Out - Part 8

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

The pricing of this wasn't obnoxious. The timeframe wasn't obnoxious. The idea that you would work with a business mentor wasn't obnoxious. It was certainly early on in the business coaching and mentoring industry, but it wasn't a brand-new concept. But what was obnoxious was the wording. I stood out unbelievably. So I said, keep the script the same. I didn't change the script. I wanted to tell you the pointers to stay the same keep scheme and it keeps chatting it, keeps UK based telemarketers calling on my behalf. That was the best scheme of them all. I had my differentiator. So think about it, after all how many other business advisors in the United States had a UK based telemarketing–telemarketing center, the British accents that came with it. Were calling business owners so I could chat with them about a scheme. It was brilliant and I ended up closing 12 of my first 14 appointments.

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Oct 04, 2022
Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 7
01:17

Obnoxious Makes you Stand Out - Part 7

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

So we had a bit of a laugh about it. I talked about the institute, talked about why I was there. I asked them the first question in the script that says, so mister business owner, how did you ever happen to get started in your business? And so he's going along, going along, and wouldn't you know, I went through the entire appointment and the word scheme was in it multiple places. The word chat was in multiple places and I'm thinking ah, we don't scheme here and we don't chat, right? But here I am scheming and chatting and at the end of the meeting, wouldn't you know I got the engagement. I got it. So you're supposed to sell a 12-month consulting engagement called the Business Support Scheme and you're supposed to get a two-month deposit right there on the spot, one call close. And so I remember I walked out of there, I had a deposit check and I was supposed to call my mentor, I called Eric and I said, don't change a thing. Keep the same appointments. I want British telemarketers. I don't want them to change a word.

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Oct 03, 2022
Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 6
01:39

Obnoxious Makes you Stand Out - Part 6

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Our script was nine pages long and I had to explain who I was, who the institute was, and what qualified me to be an Executive Associate. Just as I get started, he slammed his hand on the desk and he said, That's right. You're the scheme guy and I said what he said, right? You're the scheme guy. Didn't I get a call from your call center? Your office? They're British, right? Yeah, yeah all they talked about was chatting and that we were going to talk about the business support scheme. I couldn't wait to meet the person who had the guts to show up here and talk to me about a business scheme. So, young man, what's your scheme? And I thought, oh, no, not again, not again, another obnoxious lecture in my life. Well, sure enough, I made a joke about it. And I said well, you know, it's a British company. I'm accredited, I was starting to tell you about the Institute. The Institute for independent business is a research training and accreditation body and in order for one to carry the accreditation, they had to have spent X amount of time in industry X amount of time in management and leadership, and to show those credentials in order to even qualify to sit in this meeting with you here today and yes, they're from England and they use the word scheme.

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Sep 30, 2022
Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 5
01:22

Obnoxious Makes you Stand Out - Part 5

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Look, if you start making changes too quickly, then you will never know if this will work for you. I said, fair enough. You're absolutely right. I came to your accreditation course. You told me this is the script. You said it's successful. You say go out and try 60 times and if nothing else, to prove you wrong, to make sure that this is the right way to go. Okay, so fast forward another week or so I head home. I'm a newly minted Executive Associate of the Institute for independent business and I go on my first telemarketing set appointment that was confirmed by their call center. Their call center, by the way, was in England, they were British callers with British accents, calling on American business owners. And so I remember going on my first appointment, I walked in there and the owner was really excited to see me and I thought, wow, this is great. You know, a business owner, they seem really excited about meeting with this business mentor that I've now accredited to be.

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Sep 29, 2022
Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 4
01:47

Obnoxious Makes you Stand Out - Part 4

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Why would you try to change something that works for so many associates already? And I said because I'm Associate number eight in the United States, and you haven't been selling a scheme in the United States for very long. That's why I'm raising my hand. Are you sure we want to have something called a scheme? And then he explained to me, said listen, we've done some research on this and we have found that in a business like this, once you have a product offering, you want to go out and you want to have enough empirical data to find out if it works for you or not and that empirical data for us is 60. 60 appointments is the critical mass before we would suggest you change any part of the script. So you go for the next six months, we suggest you go on 10 appointments, with business owners who are looking to grow their business, and you talk to them about the business support scheme and then if after 60 of these appointments, it's not working out for you, then you are okay to change it. And I thought, oh my goodness gracious. I'm going to go out for six months and I was thinking I was going to waste the next six months of my life and I had another question for him. I questioned his math, I questioned his approach and he said, Listen, how long have you been doing this work? And I said, well, not long at all. That's why I'm here. He said, precisely. You're here to learn from somebody who's done it well before is that right? And I said, Yes, that's right. He said we'll try it. You've invested a lot of money, and a lot of time in this accreditation, follow the script.

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Sep 28, 2022
Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 3
01:31

Obnoxious Makes you Stand Out - Part 3

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

So we're being traded on the consultant product that we were intended to sell and we then we heard the name, I couldn't believe it when I heard it. I had to do a double take the–Paul, our lead trainer says, you my friends are going to sell the business support scheme. I thought I heard it wrong. I turned to Rick and I said Rick, did he say scheme? Oh, Carl, I think I heard scheme to no no no. Couldn't be a scheme. Yeah, Carl, I think it was. And so my hands shot up so fast like I was a school-aged boy who waited way too long to ask permission to go to the bathroom and now realize it's really urgent if you've ever remembered a day like that and then I said, Paul, did you say scheme? He said, yeah, Carl that's it's the Business Support Scheme. It's been that since the very beginning, since inception, and I said, oh well, I don't know if you knew this. But the scheme has a very negative connotation in America. And unless you're referring to a color scheme, which clearly you are not, then the word scheme essentially means that we're a scam or we're not to be trusted, or we're flat out trying to attempt to steal from the business owner.

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Sep 27, 2022
Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 2
01:20

Obnoxious Makes you Stand Out - Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

So there I was, I was at the Watford Hilton taking the residential business school for the Institute for independent business. I was in a class of 35. There were five Americans and 30 delegates. They're from Europe in my cohort and we're being accredited as an Executive Associate and you can read into that business mentor, generalist business advisor for the institute. It was a week-long course and we're halfway into the course and they introduced the consulting product that we were supposed to sell. And I'm sitting next to one of my American colleagues, Rick was sitting next to me and during the day the trainer kept referring to the B S S. Today we're going to talk about the B S S, you're going to sell the B S S, that's our consulting engagement. It's a one-year product, one-year relationship with the client and you're going to be trained on how to sell this product, okay.

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Sep 27, 2022
Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 2
01:20

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

So there I was, I was at the Watford Hilton taking the residential business school for the Institute for independent business. I was in a class of 35. There were five Americans and 30 delegates. They're from Europe in my cohort and we're being accredited as Executive Associates and you can read into that business mentor, generalist business advisor for the institute. It was a week-long course and we were halfway into the course and they introduced the consulting product that we were supposed to sell. And I'm sitting next to one of my American colleagues, Rick was sitting next to me and during the day the trainer kept referring to the B S S. Today we're going to talk about the B S S, you're going to sell the B S S, that's our consulting engagement. It's a one-year product, one-year relationship with the client and you're going to be trained on how to sell this product, okay?

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Sep 26, 2022
Carl-Gould-#70secondCEO-Obnoxious Makes you Stand Out - Part 1
01:26
  1. Obnoxious Makes you Stand Out - Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

By making it obnoxious it stands out to the buyer. Our goal here is to address the complaints that the buyer has in order to stand out and then price it appropriately so they believe that it's a good exchange of value. I’ll be it even if a little expensive. Okay, so fast forward a few years and I'm being accredited by the Institute for independent business at their residential business school and I was so excited. I never left the country for any significant period of time before, didn't have a passport, and I had to go get my passport for this accreditation. Somebody told me, you're going to London for this accreditation and I thought, wow, I'm going to London. I told my friends where I was going. I told them the exact town I was going to and most of them said, Oh, well, that sounds great. And then I talked to somebody who actually knows England, and I said, I'm going to Watford and they said Carl, you're not going to London. Watford is not London. As it turns out, it was a suburb of London. It was very charming, and I enjoyed it, but it wasn't what I thought I was told London. I ended up in Watford.

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Sep 23, 2022
Carl-Gould-#70secondCEO-Your Scheme to Get Hired
01:22

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

My scheme in landscaping was I had the standard proposal and the guarantee proposal. Those were my products, are part of my sales process and as I learned when being accredited by a British company, later on, my sales process was really what they would call a scheme. I'm going to tell the scheme story here because you've heard my scheme as a design-build landscape firm. Now, what was yours? What's the one that you came up with? Well, our objective here is that your product, your service, and your process must be a unique experience to the customer by making it obnoxious, it will stand out to the buyer. That's what we want to have to happen. We want the buyer to say, well, there's you Carl, and then there's everyone else, we want there to be a clear differentiator. So they understand that once they meet you, they really can stop shopping, right? Because they have found their resource and assuming that they qualify and that it's a good match, price-wise, time-wise and the other factors they'll hire you.

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Sep 22, 2022
Carl-Gould-#70secondCEO-The Premium Option - Part 2
  1. The Premium Option - Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

I started to notice that and then I started to do more and more research on the topic, and found out that there was an awful lot of science behind this dynamic. And that by understanding what the top five complaints were, by rolling that into my business model and having an option for my clients and prospects to choose from, I was elevating the client experience to a level of partnership. When I offered the standard, I was more of a second-rate, person and project in their life. But when they chose the guarantee and went down the premium option, we were peers. Now all of a sudden, I was in their inner circle trusted advisor, providing them a premium experience that they were bragging to their friends about. All of a sudden their friends and colleagues needed to meet me so we could talk about this premium experience they were having and that's why they hired the obnoxious guy.

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Sep 21, 2022
Carl-Gould-#70secondCEO-The Premium Option - Part 1
01:09

 

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

How many of you know somebody or you may have done it yourself, where you purchased a premium anything? A luxury vehicle, luxury vacation, luxury car, and then they complain about the price or do you find most people make a luxury purchase, pay extra and then brag about the price they paid? Which one do you experience more in your life? I find when people pay for a luxury item, and they pay more for it, they tend to brag about either the price they paid or the options that were important to them or the experience they're having. And they tend to think that it was worth every dime, worth every penny I put out there, worth every dollar. Yes, it was a lot of money, but I'm getting exactly what I want and when my expectations are met, I think it's a good value.

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Sep 20, 2022
Carl-Gould-#70secondCEO-Why Hire the Obnoxious Guy? Part5
01:24

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

If one of us made a problem, made a mistake, we had a problem together. And it was a great synergistic relationship because they were invested in my success and I was vested in getting done because I wanted that premium, okay? Now a couple of other things happened. The psychology of the buyer got in there too because they were buying my best offering. So you know, who I started to attract? Buyers who fancy themselves as somebody who always bought the best. They were a premium buyer, and they liked it because I started to notice this because they started telling me stories about how they bought the best car? How they got the best seats at the ballgame? How they got the best seats at the Broadway play? How they chose the best option when they traveled? How they got the best Express tickets, so they didn't wait online, how they bought the best version of you know, some apparel or clothing or a watch. And I started to realize, wait a minute, I'm part of a larger plan that they have, where they like to buy the best.

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Sep 19, 2022
CarlGould-#70secondCEO-Why Hire the Obnoxious Guy Part 4
39
  1. Why Hire the Obnoxious Guy? Part 4

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Do you know when my business started the guarantee out sold the standard two to one and other than basic advertising at the time, I was not an advertising or marketing machine. I was not some lead generation you know, expert. I just made a promise that nobody else in my niche had the guts to make.

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Sep 16, 2022
CarlGould-#70secondCEO-Why Hire the Obnoxious Guy Part 3
01:24
  1. Why Hire the Obnoxious Guy? Part 3

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Think about this for a moment, can you imagine that being your clientele, they're willing to pay you your premium, they're willing to do the aspects of the job as from a client standpoint, that they're supposed to make sure this job goes, well, they are going to have no delays on their side, they're going to make all of their decisions in advance, so they don't change the project on you midway. And they're willing to get out of your way and let you do your work and they're not going to delay you for any reason because otherwise, they're not eligible for their refund. Wouldn't it be great to have that clientele, they're passionate about your work, willing to pay your premium, willing to do, and willing to be a good client. Think about that, big difference uh? Well, that was my clientele at the time. I had clientele who were willing to spend more on the project and didn't want me to do the project with them necessarily. They wanted me to do it for them, which meant they were willing to do their part as the customer, make the design decisions, do approvals, make the payments, and make sure everything was out of the way so we could do our work and then they let us do our work. Wouldn't it be nice to have a whole bunch of clientele that did that? Of course, you would.

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Sep 15, 2022
CarlGould-#70secondCEO-Why Hire the Obnoxious Guy Part 2
01:20
  1. Why Hire the Obnoxious Guy? Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

What is indicative of that buyer? Okay, what's going on with them, that makes hiring the obnoxious guy the must? Number one is there's probably distress in some way, shape or form. There's a deadline they have to meet. Here's what I learned. People would be hiring me for a project because they had a commercial building that had to close, meaning that to complete the project and get their certificate of occupancy and as the landscaper, I was one of the last contractors on the job site, we used to work side by side with the paving contractor who used to lay the asphalt and the sidewalks in the outside. There would be some interior work being done but on the outside, it was the landscaping and it was the paving contractor, right? So they were getting to the end of the project and they were under some sort of deadline, right? Or they were having an event in their backyard or at their property. Maybe it was a wedding or a family reunion and it needed to be or big party or graduation and it needed to be done by a certain day.

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Sep 14, 2022
CarlGould-#70secondCEO-Why Hire the Obnoxious Guy Part 1
01:15
  1. Why Hire the Obnoxious Guy? Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Why hire the obnoxious guy? So why would somebody hire the obnoxious guy or the obnoxious gal? What is it that you're tapping into that makes the buyer the prospect choose that option? Right? It's clearly a lot more money, they're getting the same basic product or project or service, right? There's a few intangibles in there for sure but essentially, it's still the same thing. So why hire the obnoxious guy? What are you tapping into that makes them choose that option. So going back to my early landscaping days, I guaranteed the start date guaranteed the finish date, a guaranteed max price for the scope of work, guaranteed the quality of the work a year later and add experienced project managers on every site. What was I tapping into? What was going on in their life or business or project that makes hiring the obnoxious guy a must?

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Sep 13, 2022
CarlGould-#70secondCEO-A Winning Business Model
01:26
  1. A Winning Business Model

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

That moment in time, I remember, like it was yesterday, it hit me, I said, I've got a winning business model that will help me out during this launch time in my business. And as I later learned and helped me double my business every year until I sold it and then I've used this model on every business that I've ever owned and every business I advise my clients on, we go through the obnoxious order offer and how can we be even more obnoxious? How can we push the level of obnoxiousness, not only in price, because you can't just offer a high price, you have to offer the corresponding value. As a matter of fact, you have to add so much value in that, that price seems like a good value, even though it's high relative to its benefits, it has to seem like a good value. And I remember on that day, I remember when it hit me that weekend, when I went through it in my head, I realized, holy cow, I've got it. I've got it. And it was the foundation of the relationships that I created with my clients for the rest of my entrepreneurial career.

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Sep 12, 2022
CarlGould-#70secondCEO-Over-deliver On Your Promise - Part 4
01:46
  1. Over-deliver On Your Promise - Part 4

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

He walks out of the room, he goes don't go anywhere I'll be right back and I'm thinking, Oh, no, I live in New Jersey, folks, when somebody says don't move, I'll be right back and they're upset with you. You're thinking you're gonna, you know, like an old mafia movie, you're gonna get whacked too, they're gonna take you back to the woodshed. You know, I'm having this feeling that this is about to happen to me, you know, and it seemed like he was gone forever. Although it was likely just a couple of minutes. He walks back into the room with the contract in one hand, and a check in the other hand, and he points at me with the check in his hand, and he says, Now, you can start on Tuesday, right? The agreement says you can start this coming Tuesday, and you guarantee you will start on Tuesday, is that right? And the first thing that flashed in my head was, start what? Right? It didn't hit me that I was being hired, right? I thought I was about to be thrown out of the place. I was being hired. Then he holds up his other hand, he says right here in the agreement, you can start on Tuesday on this date, and you will be done by this date. Is that still the case? And I said well, yeah, I said, you know, you told me you had a time crunch, and that you needed to have it start by a certain date. So you can collect a progressive payment on your construction project, and you needed to finish on a certain date, so you can get your certificate of occupancy. I said those dates are still good to me. He says I'm going to hold you to it. So he kind of forced didn't quite throw it at me but kind of forced the paper and the check towards me, puts it in my hand and he's like, Alright, now get out of here. I'll see you Tuesday.

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Sep 09, 2022
CarlGould-#70secondCEO-Over-deliver On Your Promise - Part 3
01:26
  1. Over-deliver On Your Promise - Part 3

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Now, this is the second time in my life, I'm being called obnoxious, right? I had a flashback to earlier in my life when I was being reprimanded. I'm like, oh, no, what did I do wrong this time, right? Here I have another authority figure, another–what I felt was a superior, a guy in his 50s, you know, 35 years, my senior, and I'm a teenager here and I'm, you know, listening to this guy lecture me, he was a respected businessman in the area and here he was giving me a hard time. And he said to me, your pricing is obnoxious, you can't be this high. When you price, you've got to understand what your competitors are doing and he ripped into me for a good 20 minutes and I thought to myself, well, this isn't going very well, this, you know, let me just survive this meeting. Get the hell out of here, apologize on my way out, tuck my tail between my legs and just get out of here and because clearly, I seem to have offended this person who I've given a proposal to, and I probably am going to hear how I offended my client because this guy is not happy with my proposal. So the guy leaves the room.

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Sep 08, 2022
CarlGould-#70secondCEO-Over-deliver On Your Promise - Part 2
01:55
  1. Over-deliver On Your Promise - Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

I was highly recommended. They said, Oh, you did a great job for me, you'll–he'll do a great job for you, you should go meet this guy. And I broke one of my own cardinal rules because they were friends, I thought they had the same buying habits. I thought that they probably talked budget, or what I charged the one guy, he told the other guy, probably an expectation there. And the fact that he was even taking the meeting with me, he was probably expecting me to price it out the way I did for his friend, and that his friend would be okay. All right, fine. So I thought, great. I've got all the specifications and the request. I will send my proposal, email it to him in advance of the meeting. So I sent it to him before the meeting. Well, I show up at the meeting, I've got my two copies printed out, figuring this is gonna be very easy. He's having the meeting. So he's going to just sign the paperwork, and we are going to be on our way. I just bought an extra copy for him, just in case, he didn't have the copy that I sent in advance. So I walked in, and the owner of this property, this owner of his building, and the development project he was doing, he wasn't happy. He wasn't happy at all. And he wasn't happy with me. I sat down and he says, Carl, you know, you're a young kid, you came highly recommended by a friend of mine. So I gotta be honest with you, I gave you the benefit of the doubt a little bit here, but I'm not very happy. He goes, you know you're new in business. So let me tell you a few things. You can't do business this way, your prices are high. They are off the reservation high, that's what he said to me. Your prices are off the reservation high. That's how high they are. As a matter of fact Carl, your pricing is obnoxious.

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Sep 08, 2022
CarlGould-#70secondCEO-Over-Deliver On Your Promise - Part 1
01:26
  1. Over-deliver On Your Promise - Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

The people that I'm meeting are so passionate about their project, I've got to deliver on a much higher level, I have to raise the expectations, I have to be better than the competitors and I've got to over-deliver on my over-promise. That's where I've got to be. This has to be, you know, such a high valued interaction that I have to deem it. I have to give it a name. I have to deem it something it's got to be obnoxiously good. Now is the best word I could come up with. Okay. It had to be obnoxiously good, okay? Now, I took the word obnoxious from an interaction that I had in my second year in business. So let's fast forward a little bit. Alright, so my first year, I learned contractors don't call back and so that was my advertisement that I reflected. Later on that year, I added in the guarantee, and I went on a proposal meeting. I was referred by a client to a friend of his, to answer a request for a proposal or RFP for a landscaping project.

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Sep 08, 2022
CarlGould-#70secondCEO-Negative Thoughts Car Services -Part 2
01:18
  1. Negative Thoughts & Car Services -Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Right? That's where your head went? Or did your head go to the positive? Oh, great, I haven't been there in a while. So nice to visit an old friend. As a matter of fact, I'll have all this time to myself because there's no WiFi there. And I get to spend the whole day because they never seem to honor an appointment. So I'll have this hugely positive experience of sitting in a waiting room on a cardboard box with other equally frustrated customers. And I'll sit there waiting all day only to be given a bill that's a lot higher than the one that was my estimate. Where did your head go? It went to the negative, didn't it? Right? That's by far and away the feedback that I've gotten over the years from prospects unless you're selling a dream item or bucket list item, everybody goes to the positives. And even if you do sell a bucket list item, or a dream list item, if you don't produce an equal experience to you know the excitement and desire that they have about that transaction, you're going to end up leaving disappointed.

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Sep 05, 2022
CarlGould-#70secondCEO-Negative Thoughts Car Services -Part 1
01:15
  1. Negative Thoughts & Car Services -Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

I'm going to throw out a situation, you tell me what goes through your mind first, okay? So, there you are driving your car going down the road, you put your feet on the brakes, you press down on the brake pedal, and all of a sudden you hear a squeak, a squeal, a grinding noise. And you know what that means? That means, oh, I've got to get my brakes fixed. I've got to get those brakes repaired. Think about it for a moment. After you realize you have to have your brakes fixed. What is your mind travel to as it relates to the relationship with the body shop or the repairs are in the service center? Think about it. Oh, it's going to be inconvenient. I don't know what they're going to charge me. I'm going to go in for breaks. And I'm going to come out with brakes plus windshield wipers plus a four-wheel alignment plus new tires plus the tune-up because I'm going to–you know the mechanic is going to scare the jeans off me, you know because I have something on the car that is not up to their standard, right? It's going to be much more expensive than I thought.

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Sep 02, 2022
CarlGould-#70secondCEO-Bucket list Construction - Part 2
53
  1. Bucket list Construction - Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Regular contracting project, they would just say, well, where ponchos you're gonna get wet today, I guess, clean the mud on off your boots before you go inside. Totally different experience when I was building your dream long home, right? It was a very positive relationship when I was building your regular residence. I was just another jerky contractor. Right? But here's the distinction. If you are not selling a bucket list item, product or service, then the first place your buyers go to your prospects go to is the negatives of dealing with you.

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Sep 01, 2022
CarlGould-#70secondCEO-Bucket list Construction - Part 1
01:24
  1. Bucket list Construction - Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

And one of the best lessons I had later on in my career, I had the opportunity to run what I called a bucket list item business. A bucket list item business is when you get to provide for your clients a product or service that is on their dream list, their life list, their bucket list, okay? And they've been dreaming of this the whole time. And whenever I was working on that business, I used to build log homes for a period of time. This was the dream home of my customers. And so when I was building the home, it was, you know, the majority of the time, mostly very positive. People enjoyed the design process. They look forward to the building process. As a matter of fact, I heard this very often, if I were to say to them, Hey, it's raining. You know, just be careful. When you come up to the job site. It might be muddy, there might be a problem. They say, You know what, Carl? Don't rush, we want to get it right. I never heard that when I was a regular contractor. But when I was building somebody's dream project, don't rush. I want it right. We've waited a long time.

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Aug 31, 2022
CarlGould-#70secondCEO-Are you Crazy
01:30
  1. Are you Crazy?

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

When I told people about this, at first, they thought, you're crazy. You've lost your mind. We were in the middle of a recession at the time, the interest rates on mortgages were in the double digits and it was just not a very good time for home improvement and I launched a home improvement company during that time, but I made a guarantee that was so obnoxious in value, that it was to match how obnoxious it was in price and therefore my clients thought it was a good value, meaning they didn't like paying the 35% extra that was obnoxious. That was an obnoxious price. However, I matched the price with perceived value. Those five complaints were the top five complaints in the industry of my clientele. These were the top five things that when they thought about working with a contractor went through their mind as negatives like oh, these people they're not going to start on time. They're not going to finish on time. They're going to change the order for me to death. It'll be a total bait and switch. That's going to be no experience workers aren't going to have to manage them and they're not going to guarantee their work through. These are Fly By Night companies that will be gone a year later.

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Aug 30, 2022
CarlGould-#70secondCEO-Standard and Premium-What's the Difference
01:32
  1. Standard and Premium - What's the Difference?

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

In the standard. I just answered your question, here's what you asked for. Here's my reply and here's my estimated production schedule. Here's the payment schedule, here's what you can expect from me based on industry standards. But then right next to it was the guarantee. The guarantee says, if you pay the premium for the guarantee, which I put a 35% premium on the guarantee option, I would start the job on time on the date we agree upon no matter what if it's pouring rain that day, I start if there's an earthquake that day, I start by that day, if there's a thunderstorm I'll be out there and that deck number one, start on time number two, it will finish on or before the date we agree upon, no matter what the weather between start time and finish time, I will have it done no matter what happens. Okay, the third thing was change orders. I said in the guarantee option there are no contractor driven change orders. What that means is if the agreed upon initial scope of work, meaning what you wanted me to do the initial agreement, you didn't make any changes at all. If there are no changes in scope of work, I will make no changes at all in the price.

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Aug 29, 2022
CarlGould-#70secondCEO-Making a Promise -Part 3
01:20
  1. Making a Promise - Part 3

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

In complaints about contractors in my niche, where you don't start on time, you don't finish on time, you're going to change order the project way beyond its budget, meaning, you know, tell me when price it's going to be higher later, you had inexperienced workers on the job site and you don't guarantee your work. You don't stand behind your work. I have no way to know, you know, a year from now if I'm ever going to see you again if I need you. So what I did was I created. I went to a dual pricing system, okay. The dual pricing system said, every time you asked me for something, I'm gonna give you two options going forward. I had what was called the standard and something called the guarantee. The standard was the standard proposal based on your scope of work. What did you want me to do? Here was my standard response. Then I offered another option. The other option was the guarantee. Now the guarantee said that I was going to handle those five complaints. The top five things that you told me were the complaints. I took care of that.

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Aug 26, 2022
CarlGould-#70secondCEO-Making a Promise -Part 2
01:06
  1. Making a Promise - Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

And my ad just said, name of company, phone number, and then all phone calls returned. And I remember that ad came out the next spring and I was inundated with leads because I was making a promise based on what was one of the top complaints in the industry and I didn't fully get it yet how just the power of this, that's going to come a little later. But what I realized was when I answered a complaint, it revolutionized the relationship when I promised some great thing about my services, if they kind of took it in stride, like uh yeah, everyone says that. However, when I answered a complaint, it was a whole new game, a whole new ballgame and so I learned from there. Now I said, Okay, well this is working really great. How can I take this to the next level? Well, what I found was, that I was getting a series of complaints. While you heard about, you know, people don't call back.

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Aug 25, 2022
CarlGould-#70secondCEO-Making a Promise -Part 1
01:38
  1. Making a Promise - Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

In July and August of that first year, and all the way through to November, December when the season ended. I heard that over and over and over and over again. And you know, there was an ad salesman, who when I first registered, my business must have gotten the list of new businesses registered and called me up and wanted me to take out ads in his directory. And I said, no, no, I don't think so. No, it's not time. I'm not going to do it and I remember after hearing all of those complaints for that year, I called him back. His nickname was the kid. So I called them up. I said, kid, I'm ready. And it was a guy who's funny because a guy in his 50s and he goes, Oh, everyone refers to me as the kid. I never figured that out. But he was a young soul. And so I said to him, I'm ready and he said, what, you know, what are we going to do for an ad and I remember the next year, I took a quarter page ad out in the directory, I put the name of my company, I put the phone number and then right below that, I put one of the promises, which was one of the top complaints that I heard the entire year, which was nobody calls anyone back. So I said, I want my ad to read all phone calls returned. And he was like, that's it–that's it? That's all we need. And he's like, Well, you're in the landscape directory. You want a graphic? I'm like, I don't think I need it. But sure, what are you thinking? He said, How about a tree? Good. Put a tree in.

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Aug 24, 2022
CarlGould-#70secondCEO-Showing up
01:31
  1. Showing up

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

This illusion that entrepreneurs and business people were these, you know, Uber educated, brilliant group, and I was entering that group. And I felt like I had done something to kind of earn my stripes a little bit and while I really did well, I've learned later in my career that, you know, showing up is a huge part of the game. At that point, it just–it didn't hit me as a victory, you know, but remarkably, what I learned was that showing up was a lot more powerful than I thought, when I showed up, you know, I would get the attention of the prospect, they were really excited about the project. But more importantly, as I learned later, I also heard complaints from all the prospects about the other contractors and how they performed or didn't perform. And this is what started to shape, how I would build my business model going forward in the future. Here's what they told me, Carl, the other contractors didn't call me back. They didn't deliver the proposal as they promised. They didn't start on time. The last contractor we had didn't finish on time. You know, they told us one price and it ended up being another price, because they executed what was called a change order, meaning they started out and said, hey, it's going to cost you this much and we're going to do this kind of work.

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Aug 24, 2022
CarlGould-#70secondCEO-Carls launch into business Part 8
01:39
  1. Carl's launch into business Part  8

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

And my subsequent setback was not going to define my downfall. There was no way. There was no way at all. I was going to let this define me, right? So I had to pull myself back up, I had to create a plan to move forward, right? So what was my plan? I had to figure out how I could make money. I needed a job or business or something. And I wasn't really thinking business, I was actually thinking more job. But I knew how to do a couple of things. I grew up in the construction industry on both sides of the family. My uncle Joe had a construction company, my brother Dan had a contracting company, and my uncle Nate was a contractor as well. So I had examples on both sides of the family about that. But I also did landscaping work, which I really enjoyed during my high school summers. And I had gone out on proposals, I ran the crews at times, so I was pretty confident I knew what to do. So I worked for a design build firm during high school, and I decided that's what I was going to do. Right. So you know, what was funny was that a tipping point that made me think that I could actually do it was right before I went to college, my boss used to send me out on proposals. And he would say to me, Hey, take this proposal down there and see that third house done that yeah, that's Mrs. Smith. She's expecting somebody to drop off the proposal just asked her which part of the proposal you know she wants to get started on when the start date is and she's got a deposit check for you.

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Aug 24, 2022
CarlGould-#70secondCEO-Carls launch into business Part 7
01:34
  1. Carl's launch into business Part 7

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

I was the guy driving us down and I said, Listen, I gotta get my leg out of this cast in order for me to be able to drive the car because I couldn't drive it. It sat there for three months, the only thing I did was service it well enough, and don't tell my friends. But since we were not gonna have enough room for all of the luggage, I took the spare tire out of the car, so we could fit all of our luggage in when we drove down to Delaware, and then ultimately to Fort Lauderdale. But anyway, that's for another day. So when we come back from Fort Lauderdale, and I'm now starting formal physical therapy, and I've been through a few things that have been painful before, but I've never been through something that has been so painful. As matter of fact, the lady who did my physical therapy, it said to me, so your mom has 10 Kids huh. And I'm one of 10. I said, Yeah, I'm one of 10 children. She goes, this is what labor feels like. She says to me with this evil grin, and she starts to bend my leg and all you hear is pop and snap and crack. As my leg was straight. It was zero degree bend, and then she was able to bend it five degrees, 10 degrees, 20 degrees, 45 degrees, 90 degrees, three months of this guy's three months, three days a week. And so I went all the way into July before I could even contemplate what my next move would be.

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Aug 22, 2022
CarlGould-#70secondCEO-Carls launch into business Part 6
01:32
  1. Carl's launch into business Part 6

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

Here I am working at the Hess station. it's wintertime, we're getting snow. I'm hoofing it up the mountain, limping with this cast. And what was funny was the only pants that could fit over the top of my cast or sweatpants. But you were given a uniform working at Hess, and the pants actually fit over the cast. So talk about my fall from grace here. Not only am I wearing my gas pumping, uniform pants to work, I'm wearing them everywhere, because it's the only thing that'll fit so Oh, it's terrible. So anyway, fast forward, we're getting into March and we're getting towards the end of March. And the doctor says, Well, we'll see how you're progressing. And if things go, well, we'll get that cast off. And I said, No, no, no, we're taking that cast off. I don't care whatever it takes. I am going on that spring break. I was in basically in quarantine for three months. You know, doing my little leg exercise. My leg atrophy to nothing. I felt like my life was slipping away. I'm going on spring break. I don't care what it took. Right. And I spent every dollar I had made on my 1978 Dodge Omni hatchback that was going to drive me and three of our friends to Fort Lauderdale for the week.

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Aug 22, 2022
CarlGould-#70secondCEO-Carls launch into business Part 5
01:19
  1. Carl's launch into business Part 5

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

That cast off as soon as humanly possible. But it was going to be on for at least three months. You know, I was in an immobilizer from December 22 through the month of March, you know, over three and a half months I was in that, you know, and what adds insult to injury all through the wintertime, my friends and I from the University of Delaware, our dorm mates, we had all planned the spring break trip to Fort Lauderdale, you know, we were gonna go to Fort Lauderdale, and I saw that slipping away as well. And so you know, we're drawing nearer. So there I was, with my leg in a cast. I wasn't feeling all that great about how things were going, go through January, go through February. The interesting thing was though, after about a month and a half, I could actually put pressure on my foot, you know, walking was, you know, it'd be a stretch to call it walking but I can kind of limp my way around. And while I wanted that cast-off, I knew that wasn't going to happen, but I was able to walk right and so I got a job pumping gas at a local service station company's gone at this point, but it was a Hess gas station.

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Aug 22, 2022
CarlGould-#70secondCEO-Carls launch into business Part 4
01:15
  1. Carl's launch into business Part 4

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Out of control for the first time in my life, you know, I was always able to earn and work my way through life. You know, I got my first job when I was nine years old. Nine years old, I was sweeping the floor of a pallet factory. My brother John got me the job and I would go in there in the summers, and I'd spend a couple hours and I'd sweep up the pallet factory, and I was earning a year and a half later, I had my first paper route. So you know, by 11 years old, I mean, I was a worker, you know, so here I am, I'm 19 years old, and I was laid up, I was broke and a broken leg. And you know, one of the funny things that comes out of situations like this was, the part that really got me was I couldn't put my socks on. I remember one day I was getting ready to go out and I was like, Holy crap, I can't reach my toes. I can't put my own socks on. And while that doesn't sound like you know, some major tragedy in life, just the thought that I was not able to dress myself, you know, and I couldn't reach my toes.

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Aug 22, 2022
CarlGould-#70secondCEO Carl's Launch into Business Part 3
01:13
  1. Carl's launch into business Part 3

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

I get home, I can't put any pressure on my leg at all, you know, and I can't even go upstairs to go to bed. I realized at that moment, I'm not going back to school anytime soon, I was paying my own way. I got student loans and grants as part of my student grant, they gave me a job at the cafeteria. I had to get up at six o'clock in the morning and serve breakfast at one of the cafeterias on campus, and man, it did not feel really good at that point. I couldn't sleep in my own bed. So I slept on the couch downstairs and then my brothers moved a cot downstairs so I can put my legs up and I can sleep downstairs. So there I was, you know, not far after the holidays, talking to my friends saying, You know what? Not looking good. I'm not coming back to school. They said, well, when do you think? And I said, well, the prospects don't look very good because you know, I have no prospects for earning any money and I didn't have enough money to make it through the rest of the year without earning.

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Aug 15, 2022
CarlGould-#70secondCEO-Carl's Launch into Business Part 2
01:30
  1. Carl's Launch into Business Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Go to the hospital that night, go to the emergency room and I haven't checked out, a doctor takes about three or four vials of blood and just nasty fluid off of my knee and, you know, told me and put me in a true immobilizer. And I told him I had crutches, he said, Good, because you're gonna need him. He wasn't kidding. I needed them and what do you know, the next day is the day I'm going to drive home for the end of the semester, you know, things aren't really looking good. I learned that night I can no longer bend my leg. And I had a little dodge Omni, you know, for speed manual at the time, but it had a clutch I couldn't operate. So my friend Jim agrees to drive me home the next day, he was learning how to drive a stick at that time. But you know what he did pretty well. We go home in time, and I go and set an appointment with an orthopedic surgeon. And he was like, you know, he was upset. And he looked at my leg and he said, what happened? How did this happen? Why are you not in a cast now? And I said, Well, this is what they told me and he drew a few more vials of blood and fluids from my knee. And at that moment, you could tell he felt there was some real urgency to it right then and there put my leg in a full-length cast from my ankle to my hip straight.

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Aug 12, 2022
CarlGould-#70secondCEO Carl's Launch into Business Part 1
01:28

We all have a story, mountains we had to climb and bridges we had to cross to get to where we are now in life. Here is Part 1 of Carl’s Story

  1. Carl's launch into business Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

For me, obnoxious started by accident, well, literally by injury and this is the need to get obnoxious. So, there was, it was December of 1985. I was studying accounting and finance at the University of Delaware and my buddies come by in the dorm and say, let's have a pickup tackle football game, which we had done many times, and this would be the last day before the end of this semester in our sophomore year. And he walked over to the infirmary lawn, where we could play football. Teams are chosen, you know, I'm on one side, and now I'm playing defense. And so it was a little cold out. The ground was a little muddy, I'm playing defense and I backpedal. I planted my foot, I turned left and I felt a pop in my knee. And at first, I know, I bend my knee a little bit and I was like, I felt really weird. The odd thing was it didn't hurt right but there was definitely a pop, it popped out, it popped in, didn't feel much about it. The adrenaline of the day was going through me as I'm playing football. And so you know, at the end of that play nothing much I go back to the huddle, get ready for the next play and play a few plays on defense. Now we get the ball.

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Aug 11, 2022
CarlGould-70secondCEO- Being Obnoxious Good? or Bad? Part 2
01:13

Can a word that is bad actually be good or a word that is good actually be bad? Listen to what Carl has to say about it. 

Being Obnoxious, Good? or Bad? Part 2

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

And that, you know, remember, I'm in seventh grade. I'm 11 years old, and I just got called what I now think is a swear word. So that whole night I remember it sitting with me and I was thinking, you know, what was she implying? Was she saying I was disgustingly objectionable? I was highly offensive. And I remember that night. I gotta tell you, I was pissed off at first, but then I went through a range of emotions. When I read this definition, mostly I was angry, right? If I was so out of bounds at that point, Shouldn't she have taken me aside and explained to me what she was observing, or offer guidance or coaching or teaching, you know, wasn't that a teachable moment that I was enrolled in this school to receive if it was so bad if I was disgustingly objectionable, right? I was a little bit more like that definition really sat with me that night, and when the full weight of the entire situation finally hit me, I gotta tell you, I was not very, very happy.

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Aug 10, 2022
CarlGould-#70secondCEO Being Obnoxious Good or Bad Part 1
01:24
  1. Being Obnoxious, Good? or Bad? Part 1

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

They don't make obnoxious like they used to. I remember the first time I was called obnoxious. I was in the seventh grade. And I was joking in class with some of my friends. We were probably just being louder than we should have been, probably more inappropriate manner than we were in class. But I must have said something that my teacher overheard, you know, and she didn't like it because she came up to me and she said to me, Carll you’re being obnoxious. And I could tell that she wasn't happy with me or what I said, but I didn't know what the word obnoxious meant. I don't know what I may have said that upset her. And I certainly didn't see anything wrong with what was going on, right? But all my friends and I, we were just laughing and having a good time. So in the beginning, funny enough, I took it as a compliment. I thought obnoxious was a compliment. So talking about ignorance being bliss, I was out of my mind happy. So at first, I could tell she wasn't happy. So I felt like I did something wrong, but I didn't really think I did anything wrong. So that night, I didn't say anything at the time. That night I go home, and I look up the word obnoxious. And you know what I found? I found that it meant odiously or disgustingly objectionable and highly offensive.

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Aug 09, 2022
864 Carlgould-70secondCEO You've Conquered the 7 Stages
01:32
Aug 08, 2022
Carl-Gould-#70secondCEO-Exit Strategy
01:12

Exit Strategy

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

You've created your exit strategy, you now know what's next. You've done that for yourself. That will be part of your power tools, making sure you have refined, defined and at least created your exit strategy. You want to avoid that blind spot, you want to know what's next for you must figure out what's next for you. And continuing on with your power tools you want to do your succession planning that will entail in some way shape or form. Going back to your advisory board, leaning on your experts to create your will, update your will, your estate, your trusts. This is the time to start thinking about tax protection, asset protection, and at the same time in the process of asking yourself what's next, you may have come up with the answer. You may have decided to get into a new venture, spin off a division, create a new product, take up the hobby you always wished you could do.

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Aug 05, 2022
Carl-Gould-#70secondCEO-What to do with a Legacy Business
01:09

What to do with a Legacy Business

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

What can you do with this legacy type business? You can pass it along to another generation, you can donate the business, you can will that business to somebody else, you can sell it, you can keep it as a cash producing annuity or a cash producing asset, even hiring or putting in place a CEO or executor or trustee to manage it as it runs on its own to support your causes for future generations. Which leads us to your final hire and your final firing. You know, you are a stage seven business regardless of your exit strategy. The moment you fire yourself from the position of CEO and you hire and put somebody in that place and the business runs every bit as good if not better in your absence in perpetuity.

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Aug 04, 2022
Carl-Gould-#70secondCEO-Difference Between Rolling Stones The Beatles
01:25

Difference between Rolling Stones & The Beatles

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

And let's revisit our friends, The Rolling Stones, and Elton John, for example. These are incredibly successful musicians in mortals in the Hall of Fame and yet when they stop sodas, their music, sodas the popularity and their sales, whereas the Beatles are still among the highest grossing bands in the new millennium, and they have not recorded an album together in over 30 years. Elvis Presley still remains a very robust selling musician, and he's been gone for over 30 years as well. So a stage seven business actually increases in value as it goes. And it is because you put strong leadership behind you, and you have strong products with a strong direction, robust sales, consistent systems and high quality. You've created a culture of iCube of intelligent, incremental improvements to quality you now get to reap the rewards of a legacy type business.

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Aug 03, 2022
Carl-Gould-#70secondCEO-Not Stage 7 Businesses
01:22

 Not Stage 7 Businesses?

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

So what are some examples of businesses that you might think are stage seven businesses, but are not really there? They are very, very successful in some cases incredibly successful businesses yet are not stage seven businesses and frankly may never have the goal to be 7 Stage businesses. Here would be an example just as Microsoft is a stage seven business. Apple is not, Apple computer is not a stage seven business now, why? They rely on the creativity and vision of Steven Jobs. Whenever he has exited the business, so too has its value. It's still very reliant on him and again, they may never have the goal to be a stage seven business. Chrysler Motors has sought out strategic alliances for the last 30 years. And for the last 30 years, those strategic alliances have not worked out in the manner they had hoped. Chrysler motors still relies on the strategic alliances it has with others rather than creating its unique business identity.

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Aug 02, 2022
CarlGould-#70secondCEO-Licensing your Name
01:27

Licensing your Name

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

There are other organizations where the owner has branded their names so well, that the name has become the symbol for certain levels of quality. These are organizations that even if the person is alive, they can sell their name. An example of that would be the Trump Organization. Donald Trump has licensed his name to many projects, there are buildings all around the world that use his name, even though he is not the developer of that building. His name has become the gold standard in the construction industry and that's by no small accident. He has created a stage seven business because he has very purposefully and very strategically positioned himself and created his business identity. Remember that back from the early stages, remember that back in stage two, his business identity, and he's become the gold standard in construction. And as a result, he's the highest paid in his field, and he has the ability to sell his name, license his name and create affiliations and joint ventures.

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Aug 01, 2022
CarlGould-#70secondCEO- Micro Medium large Businesses - Part 4
01:25

Can a family-owned company beat a giant chain rival? Yes! Listen to how.

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

 

There is another shop in the area where I grew up in. This is one of my favorites in the age of the big box store. This is the kind of store that normally would be eliminated the moment a big box store came into town and this is a little hardware store. And it actually sits on the road that you drive to in between the two big box stores. And when the big box stores came in the big do it yourself home warehouses, it was feared that this store would go out of business, the owners had no fear whatsoever, because they had been very clear from the beginning what they deliver that no one else can and they are a small business. And yet they're the biggest business of their kind around. Because you go in there and everyone knows your name, knows why you were there the last time they will do the things that in from a service perspective, then no one else will and while it has the name of the family, that first started it years ago, it still remains an icon in the area.

 

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Jul 29, 2022
CarlGould-#70secondCEO- Micro Medium large Businesses - Part 3
01:22

How did an 80 year old farm in the suburbs become a Stage 7 business?

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

 

In a prior life, I did construction and landscaping work and there is this garden center that has been around now for about 80 years. It's been passed along for about five generations to well known has a great name. They have about 20 employees, they do a very, very good business and they call themselves a farm in the middle of a very suburban area where there are no more farms, they have to literally grow crops on a certain percentage of their land in order to be considered a farm. So they grow fruits and vegetables, they deliver a significant experience they've grown with the times, they've added on products, they're the same size as they ever were. And here's the example of wanting to know what the value of your businesses is, they sit on eight acres of some of the most valuable land in the area without fail regardless of the economy. Invariably, somebody they will offer to overpay for the land for them to sell because the land isn't that valuable.

 

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Jul 28, 2022
CarlGould-#70secondCEO- Micro Medium large Businesses - Part 2
01:11

A Stage 7 business with just 3 employees? Here’s why it’s possible!

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

 

Sitting on the tailgate of your car, eating your ice cream at this place, watching the cars go by is part of the fun. It is a significant and consistent experience that people have enjoyed for years, they know exactly what they're going to get, they're going to come back every time, this building can never be a big business. And it's not a franchise, it can never be a big business because the building is so darn small. You can only fit two or three people in there. And they're bumping into each other as it is. And there's only two lines you can form because there's only enough room in front of the building for two people to stand side by side. And yet there’s stage seven business, it's already gone three generations it will go to the fourth or it could be sold to somebody else and without a hitch. We'll be making money every single month, and it has sustained the lives in incomes of four generations. Let me tell you about a media–small size business that was a micro visit. Let me tell you about a small business.

 

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Jul 27, 2022
CarlGould-#70secondCEO- Micro Medium large Businesses - Part 1
01:15

From Microsoft to a family-owned ice cream shop. Size doesn’t determine success!

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

 

Let me give you the example of a micro business of a medium sized business and a larger business. In my part of the world, there is this tiny little ice cream shop that has been owned by the same family for three generations. When I was a kid, I actually applied for a job there, they turned me down, turn me down, because I would have taken the job from one of their kids. That ice cream shop is still there today. And I can't tell you the name of the owner anymore. The sign says it's still family owned for the last 50 years. I don't know the people, that place has developed its own personality, is the place that people go nine months out of the year, whether it's raining, whether it's sunny, to all go get that soft cone they make so well. People line up it's amazing. We don't like to stand in lines anymore and the experience of going to this ice cream shop is so significant. That waiting online is part of the fun.

 

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Jul 26, 2022
CarlGould-#70secondCEO- What is your Desired Outcome?
01:23

The Beatles are a Stage 7 business. Carl explains why…

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

 

So what is your outcome? For stage seven? Your outcome is to create and answer the question now what? What's next? What is next for me in my life? What is next for me in my business? What is your focus your focus is reconnect to that vision, that direction that MVP planning, put a stake in the ground and start to lead your industry, others will follow you because you are well known and dominant in your market. Your widgets, your people, your processes, and the quality have matured and are delivering consistent results. So what are the examples of some stage seven businesses? We talked about microsoft, microsoft is a stage seven business. The Beatles and Elvis Presley are stage seven businesses. Why? Did you know the Beatles don't even own the Beatles. Elvis Presley doesn't even own Elvis Presley. The Elvis Presley estate has been sold. The name itself is something that can be passed along. It has outlived the people who started it.

 

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Jul 25, 2022
CarlGould-#70secondCEO- Succession Stage - Stage 7 - Part 2
01:16

You don’t have to be BIG to be a Stage 7 company.

 

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

 

Your vision is realized. Remember, you have been firing yourself upward for every quarter for the last three years, and you have one more to go. You have one more hire to make and one more area to fire yourself from. We'll talk about that in a minute. Not there quite yet. What's your blind spot? Your blind spot in this area is having no exit strategy, you must have an exit strategy. Whether you plan to exit or not, you must have an exit strategy. Another blind spot is not knowing what's next. What's next for you in your business? What's next for you in your life? Remember when Bill Gates fired himself as CEO, then made himself the Chief Technology Officer and then he fired himself again, so he can focus on his foundation. Now you don't need to be a large company or a Microsoft to be a stage seven company. You can be as small as you can be a micro business and be a stage seven company.

 

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Jul 22, 2022
CarlGould-#70secondCEO- Succession Stage - Stage 7 - Part 1
01:46

The highest marker of success isn’t profit; it’s legacy.

 

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

 

Stage seven, the succession stage, a legacy is born. Congratulations, it's been 36 months, you are now in a position to succeed your business. This is the ultimate success in business. As a matter of fact, many people believe the reason to start a business is to pass it along to sell it, to donate it, to reap the ongoing residual passive income that comes from it. So what is the personality of stage seven? You and your business are all things to all people. That's your personality, you have strong direction, and you'll notice there's a return to direction. In stage seven, you have a strong direction. You have robust sales, you have consistent systems, you have quality products and controls. You are an MVP business, you are an MVP organization, you're firing on all cylinders, you're giving people a level 10 experience in direction, income and interaction. Your systems and your controls, your internal customers, your employees, and their culture is a fulfilling experience for them. It aligns with their behaviors, with their values, and with their attributes.

 

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Jul 21, 2022
CarlGould-#70secondCEO- Stage 5
01:45

What keeps clients coming back over and over again?

 

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

 

Stage Five, the sustainability stage, a franchise is born, whether formal or informal, you have created the type of business that has a 90% chance of success at this point. The business has cut the umbilical cord from the owner, expansion is now possible you have duplicated and replicated yourself and your systems they are running on their own at a high level. And it is because of the systems that you have developed, that your clients come back over and over and over again, as we mentioned, you can take a simple idea or product and refine it to the point that you create lifetime loyalty in your customers of the 20 working days in a month, and the 20 opportunities that the average Starbucks patron has to go to their store, they go 18 out of 20 times that is an incredible rate of loyalty and it's because of the significant experience that people have when they go to Starbucks. And the foundation of that is the certainty that they give. I'm going to get my latte frock a mappa cappuccino the same way every time and I'm going to have that significant consistent experience and that is what a franchise is all about. And that is what makes a business sustainable and can live beyond the owner.

 

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Jul 20, 2022
CarlGould-#70secondCEO- Rewards will Come Your Way
01:12

Remember working hard for little profit? Now you can expect the opposite!

 

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

 

When you are in stage six, you are unfairly and positively rewarded for your past efforts. What that means is people will overpay for your service way back when if you can even remember back to stage one and two and three. Sometimes you are working hard and being paid less. And you wonder, Oh, will this ever change? Will I ever get the reward for my business? Now you can't believe how much you're getting paid for how little you're doing. And this is the reward for managing stage three, stage four, stage five and sticking with it. You're at the saleability stage. You're in stage six, your A Star Is Born, you are about to go to stage seven. This is unchartered territory for 99% of the businesses out there. You've grown and developed a leadership team that will contribute to the value of the business.

 

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Jul 19, 2022
CarlGould-#70secondCEO- Offers Will Come
01:20

You know your business is salable when others want to buy it! Be prepared!

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

 

It's interesting that even if you do not have the goal to sell your business, when you're running, this good of a business and this profitable of a business people will offer to buy you. I remember back in my construction days, when we were building homes, we were building custom homes. And invariably during the course of construction, people would drive up even though the house was not for sale, and we were building it on contract for somebody else. People would come up and hand us their business card with a price on the back. And that price was an offer to buy the home. And when I told the prospective buyer that I was not the owner, they would ask me to pass that offer on to the owner to see if they would sell many times that offer was higher than what the business was worth. Sometimes it was lower. So you want to be aware of what your business is worth. Because when you grow this type of business, you will court buyers whether you do it actively or not.

 

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Jul 18, 2022
CarlGould-#70secondCEO- What is Your Business Worth?
01:36

If you don’t put a price tag on your business, someone else will.

 

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

 

Let's find out what this business is worth, we are going to revisit our benchmarking. So let's compare the two, are we getting the value? Are we industry leaders? What is our business worth? And what do we need to tweak in small areas in order to make this the most saleable business? Some of the strategies and tactics you might use in selling your business should you choose to do that you might be on the verge of taking your business public. So you want to surround yourself with the experts that can bring you to an–an initial public offering, or IPO, you might merge with another company or acquire another company, you may sell this on your own. At this point, as we discussed earlier, we talked about a tangible analysis of your business, the assessments, the benchmarking, the attributes, indices that we talked about earlier. This is the time to do a full asset analysis of your business, a total asset analysis of your business to make sure that no stone is uncovered and that you are aware of the value of everything in your inventory. Tangible and intangible because there is somebody right now whether you're doing it or not, is placing a price tag on every aspect of your business and you want to be ready.

 

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Jul 15, 2022
CarlGould-#70secondCEO- Functional Problems
01:10

Functional and dysfunctional problems should both be avoided.

 

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

 

Complacency and cruise control can happen here. It is a blind spot. It is a functional problem, but you need to get back to it right away. If you're having cash flow problems, if you're having net profit problems at this point, that's very dysfunctional. This is almost like a second honeymoon for the business. Strong systems, strong controls, cosmetic enhancements, puts you back in the forefront in your market, sales should increase simply by making that change. If you go back to the team that you built earlier on, we talked about having somebody who's an expert in business evaluations. What is a business worth? Here is where one of your power tools will be doing an evaluation of the business. This is an add on and a logical progression to the benchmarking that you've done.

 

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Jul 14, 2022
CarlGould-#70secondCEO- Focus on Executives
01:10

Time to assess your leadership team. Here’s what to look for in Stage Six…

 

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

 

Here is where you want to, especially in the later stage of six in the later trimester of stage six is to focus on your executives, your leadership team, your key employees, making sure they are not only in alignment, that they are building their core competency. This is an area to revisit your milestones planning. Have you achieved what you thought you would achieve to this point? Very key. You're in the homestretch, you have a business that's profitable, cash flow should be high, very functional at this stage, profit should be high, very functional at this stage. It is the systems and controls that are still driving the business. So it is very functional. If there are times when you feel you get away from your vision. You want to get back as quickly as possible, but it is a symptom of this stage.

 

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Jul 13, 2022
CarlGould-#70secondCEO- Great Looking Financials
01:28

Achieving saleability is about cosmetic enhancements, not major overhauls!

 

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

 

Our focus has returned to sales. We want our sales to be boosted upward. We want to make these books very shiny. We want our financials looking great. We want to build a credit worthy investor friendly business, the kind that's attractive to financial institutions, private investors, anyone with cash, because in the saleability stage, our star is born. This is not the time to overhaul the business. As we said before in our cosmetic enhancements, the ladies will tell you it's lipstick and Rouge and you're on your way. The men will tell you, put on a baseball cap. Check your underarms, little deodorant, you're on your way. Cosmetic enhancements, this is not a time for an overhaul of the business. And when you pursue selling the business, you want to make sure you've left highly trained talent behind. It's your goal to sell the business or not. Part of what will make you valuable is the fact that the business is not reliant on your efforts and energy.

 

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Jul 12, 2022
CarlGould-#70secondCEO- Time to Upgrade
01:28

As a business expands, it can lose its vision. How to avoid that in this episode of #70secondCEO.

 

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

 

Other blind spots to be aware of and to be careful of letting sales dip at this point, there any sales dip at this point is a dysfunctional problem and a crisis point. Be careful of a loss of direction or a disconnect from your MVP planning, your mission, your vision and your planning. Remember, you're expanding now, your mission statement must be accepted by everyone in the group. So the mission statement that is on the wall in the CEO’s office, every person in the organization must know it by heart, on demand, spontaneously know it, and believe it that's how you'll know that your programs and your enhancements have gone all the way down and trickles down to the entire organization. So what is our outcome? Our outcome of the business at this point is cosmetic enhancements. We're still staying focused on our planning. We have our eye on our sales goals or milestones planning. Now we want to build and upgrade the products, the look and feel of the image. That's part of our focus as well.

 

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Jul 11, 2022