The Desert of Arizona
Sunny 45 Degrees
I used to wake up every day and ask myself pretty much the same questions, “What should I do now?” “What’s the next step to grow my business?”
I have to tell you, asking this question every single day of your life gets old. It’s tiring. And half the time, you waste a ton of energy just “yearning” for that answer you can’t seem to see clearly.
I’d sit there thinking to myself about myself (funny!) when a shiny object would fly by. Maybe it was an email promotion or a website or something else. I’d start to investigate. That would lead to another shiny object. The rabbit hole, as I found out, was deep. Never ending in fact.
Looking back, I realize now just how much of a waste this type of approach to business growth is.
You get breadth, but no depth. You try a lot of things but succeed at none. Maybe you get lucky. Maybe.
The problem with this is that THIS is the approach most people take. So it’s very crowded up there at the surface of things. Lots of shiny objects, lots of people, lots of noise. It’s hard to think and it’s hard to maintain focus.
But if you go deep… well, the waters are a bit chilly, but you pretty much have the place to yourself.
The Platform approach to client attraction and business growth fundamentally changes how you approach things. On many days, I don’t even ask the “What should I do now?” question. The answers come on their own. They don’t always come exactly when I’d like, but they come in their own time.
I have a steady stream of OUTGOING and a steady stream of INCOMING movement. And it’s all fueled by the Platform… in this case, this Client Letter that you’re reading right now.
But this didn’t happen overnight.
It’s kind of funny. As I mention many times, I’m not the most disciplined person in the world. But I can invest 20 minutes a day doing this… writing this Client Letter. As the proof shows, that’s completely sustainable for me over the long term.
I’ve identified a lever that is enormously powerful. I feed the Platform, I improve the Platform, I look at it, study it, tweak it.
But I KNOW that’s what I’m doing.
It frees up a lot of energy for actual value creation when you aren’t spending your days “searching…”