Jun 30, 2021
I've been obsessed with telling stories ever since the day my grandfather pointed a thumb in my direction and told my father to "look out for this one."
He was referring to me. Why? Because I had just impressed the old man, sitting in his easy chair in front of the TV, with a concise explanation of the Falklands War in 1982.
Let me tell you, when you are hungry for recognition in a family with three brothers, that kind of attention feels good.
You may or may not know that I went on to become a historian. Among other things, I taught history to cadets at West Point.
Needless to say, the lessons of history are not lost on me.
However, it's in applying these lessons to business — your business — where I have found my greatest passion.
And that's why, in the new video I have for you today, you'll see me strolling through one of the most historic sections of Kiev, Ukraine, telling the story of a fatal flaw that ruined any hopes that Russia would be able to permanently win over the Ukrainian people.
It’s a riveting story of crushed hopes, enduring dreams, the struggle for freedom ... and (believe it or not) the secret to succeeding in business that goes beyond having the right strategy.
The fatal flaw you'll hear me reveal in the video is the exact same reason many businesses fail.
Because here's the truth: You can have the perfect strategy in place, but if your DESIGN is lacking in any way, you'll never make it.
The Ukrainian people found this out the hard way...
No one could argue with their strategy: Live free, and get out from under the thumb of Soviet rule.
It was as simple as it was appealing.
But it's been the poor design of their own governmental rule that has prevented the necessary buy-in from its own people.
You’ll see and hear the fascinating details in the video.
But for now, here's your takeaway:
Strategy is actually the easy part.
The much harder part is in designing a system that really works.
As a business owner, you have a similar challenge...
You may have a product or service that works for your clients. They spend money with you.
Great! You have a real business. But is it bringing you the revenue and results you really want?
Let me give you an example...
Five years ago, we began working with New York Times bestselling author Peter Sage, who had his own high quality product.
Just one problem: He wasn't getting nearly enough sales and traction online to create the maximum impact he truly desired.
So here's what we did...
We built a system that was scalable by creating a STORY that truly connected with his customers.
And not just any customers, but his ideal customers.
We then put those ideal customers into a unique and carefully personalized customer journey that catered to them.
We were able to 10x the size of his business from low six figures to $1.8 million in revenue.
We did this in just 10 months.
That's the power of implementing a story funnel.
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