It’s Not Just Business, It’s Personal

TRANSCRIPT AUTOMATICALLY GENERATED [00:00:00] Hey. Hey. So this week we're carrying on with trends that I'm seeing, coming up with peers and clients and in the industry as we head into 2024. And today's theme is personalization, and this is showing up in two very different ways. One for clients and one for the CEOs themselves. So let's chat about the clients. First . Going into 2024. You want to think about your offers. And consider two different ways that personalization can show up. Number one, if you have a hands-off kind of offer. So if you have a course. Or maybe like a really light touch group program that kind of quote unquote passive income. I want to encourage you to think about how that experience can feel like a personal journey for each person. So that's really stepping back and thinking. Maybe how do all the different types of people learn and am I covering all of those? Not just the majority. Have I made things inclusive? Have I made things accessible. People don't want to feel like a number in 20, 24, and this can be really hard with. A more passive product. But thinking through your customer journey. That can even turn into something like giving them options to. Personalize the order that they go through the content in Allowing them to choose their own adventure immediately. Personalized is something that isn't personalized. If you have something where you do have some contact. You want to start to think about a, how can I make the journey of any non-touch stuff feel personalized? But then thinking about how they get access to you. Again, people are not wanting to be a number. They want to know that if they've paid a lot of money to be in a group program, they are going to get some form of access to someone. Otherwise, they're going to go low ticket and just DIY. And then if you're doing high ticket, hopefully this is the easiest one. If you're doing high ticket group, like a mastermind or a really high level group program, hopefully there's [00:02:00] already some access built into you. Allowing you to customize the materials. To each person's business and their situation, if you're doing one-to-one or done for you, obviously it's already highly customized and personal to each individual person. So you can probably check this box. But the other place we want to think about those with our clients is before they become clients. So we teach them as they move from finding out about us. Through the journey. To becoming clients. We teach them how we're going to treat them when they all clients. Now. This can be as simple as personalizing an email. It can be using dynamic content in an email. So if they've subscribed to this opt-in you don't offer them that opt-in again, right? You show them that you know what their individual journey looks like. And are acting accordingly instead of just blanket emailing to everybody. It can look like asking people to raise their hands, to get on a wait list so that you can then personalize. The waitlist to purchase journey for them. So it's thinking through that whole customer journey and looking at how you can make it feel like each individual person is the only person on that journey. As soon as they feel like a number. You've probably lost them in 2024. On the other side. I'm seeing a lot of CEOs. Look at their business model. They're set up their team, their work-life balance, and really asking themselves does this business in its current form work for me. And so while we're asking, like, does my client feel like a number on the CEO side we're asking ourselves, do I feel like an employee? Do I feel like I'm coming to a job rather than running a business. That's lighting me up. That's got me excited. That's fitting around my lifestyle at this moment in time. Now, this is not a blanket invitation for you to burn your business to the ground. This is a strategic decision, right? This is [00:04:00] not a decision that you make overnight. You don't wake up one day and say, I'm going to take my really profitable business model that works really well and pays all of my bills. And I made a burn it to the ground, even though. There are 100%. Mornings where all of us feel like that. About all of our business or a part of our business. And that's not saying that actually that might not be the ultimate decision. But you want to make sure that you think through both the benefits of, and the consequences of any of these radical moves to change something in your business model. So where people are doing this, it can be happening in one of two ways. Number one, they've had burnout. They have had an absolute all, and they have no choice. But to shut that piece of their business or that whole business. Down. That burnt out it's for their mental health. Something's happened in their life. Like something has changed and that's just no longer feasible. And so they don't have the luxury of thinking it through and stepping into it. They just have to take action. On the other side, it appears that way. It appears like, oh my God, they had amazing successful business model. Yesterday and today they've gone. I'm not doing it anymore. And you're kind of watching on social media, going. Are you kidding me? Like I would kill to have that business. What are you doing? What you haven't seen behind the scenes? Is that strategic weighing up of. The pros of keeping it versus the cons of keeping it. The pros of letting it go versus the cons of letting it go. You haven't seen what potentially has been a six month strategic decision. So your decision can be step by step. But ultimately, if your decision is to cut something. That's just a cut. We tend not to wean people off our offers. We tend to just make a decision and then act on it. But that decision could have been 6, 9, 12 months in the making. And you would have no idea. So try not to judge why other people are doing it. But we want to make sure that you are doing some strategic reflection on pieces of your business model, that maybe feel a bit crunchy so that you can start to weigh those pros and cons make some strategic [00:06:00] decisions so that hopefully you don't hit that burnout point. Hopefully you're prepared for whatever. Is coming in 2024. So we want to think about personalization going into 2024. From the front end of our business. So how clients, first of all, discover us. Their journey to becoming a client and then their experience as a client with us. How can we make them feel like anything, but a number to us. And it's fine for that personalization to be automated and systematize and productize actually. You know, for a lot of things, that's preferable because it makes sure everybody has that great experience. But sometimes it might require a bit more manual intervention. Then you've been willing to do in the last couple of years. But these times they are a changing. And then on the other side, it's thinking about for you as a CEO, what do you want your business to give you? And is it giving you that? And if not, what might you want to think about changing in 2024 to make your business model more personalized to you?