The Role of Organization Structure and Tools

organization structure
Organization structure

Huge corporations suffer from bureaucracy– well-meaning SOPs that are actually a strait jacket, preventing progress.

On the other hand, start-ups suffer from a lack of organization— hoping to move quickly but getting in their own way.

While these stereotypes of large and small companies are mostly true, there is a 3rd category that is so dangerous that it kills most agencies and startups.

It’s the debilitating collecting of tools and formation of random spreadsheets– giving the illusion of organization.

But really, it’s to serve the personal preferences of those who have a tool fetish.

The organization structure and tools should always serve the people— not the other way around.

My mentors, who ran two Fortune 100 companies, explained this to me– that org structure should be flexible to adjust to the company’s needs.

Otherwise, we have blind obedience to something that may have seemed like a good idea or worked back then.

A CEO’s job is to reduce the friction and obstacles in the way of getting results.

Do you have processes and people that are RELENTLESSLY focused on your client’s success?

Or is there nonsense in the way?

The Key To Powerful Marketing Is To Teach

Someone once asked me why would you ever tell clients how you do things.

teach

This was my response…

Yes, this is the whole key to powerful marketing– to transparently teach what you do, which impresses clients and causes them even MORE, to want to work with us.

Every client I’ve ever had in my career has been from this strategy– and every client has come to me— inbound, not me ever asking for the sale.

Imagine what happens when you understand this one incredible concept.

Think of how much waste is from cold-calling, trying to re-explain each time what you do, clients being confused about what you do or don’t do, and so forth.

Once you absorb this concept, move to the LIGHTHOUSE model, which is to openly teach from a well-respected example.

For example, I’m a LIGHTHOUSE in digital marketing, or our latest client is a well-known personal injury attorney, respected among personal injury attorneys.

Then sales become easy– but more importantly, you can deliver solidly.

Since you don’t have a clear process, clients like me have no idea what you do, so they have all sorts of expectations of what “editing a podcast” means.

And though you might think a one-pager checklist or a few sentences is enough (and you should still have a one-pager), you’ll discover grief later.

New agencies are afraid to teach what they know for many reasons:

+ We don’t want competitors to see how we do things.

+ Clients may want to do it themselves.

+ They believe clients don’t need to know or care about this.

But then that’s why these agencies struggle so hard with generating clients consistently and can’t scale.

People have no idea who you are, and you don’t have any authority.

This could be a huge breakthrough realization for you.

Set Up Your Own Content Factory

I just posted 100 unique pieces of content across multiple channels and brands in the last hour.

Content Factory

No automation, no VAs, no low-quality content.

From my photos app, I shared directly to each social network since using tools and not posting natively limits reach.

Most posts are co-created content, meaning it’s a picture or short video with someone else.

Way easier to co-create content throughout the day as the moments happen than to have to come up with topics and then film by yourself.

I tag these other people and organizations since these posts honor them instead of talking about me.

A few days later, I’ll go back to each channel to find which posts did the best and put $1 a day against them, maybe more.

Most of the content I create is evergreen, meaning it’s not tied to a holiday or news— so my content never expires.

This lets my best performers from years ago continue to drive results for me.

And then our army of VAs can still edit the content, repurpose it, and boost it.

Because a piece of content shouldn’t only live on one channel and live only organically.

For example, this blog post could be turned into a LinkedIn post or Facebook post, so we can get distribution there, especially for SEO.

If you like this, you can learn more about how to set up your own Content Factory.

Positive Thinking Drives Your Beliefs, Actions, and Destiny

Wise men have told me about “The Secret,”… the idea that positive thinking drives your beliefs, actions, and destiny.

That what your heart desires is limited only by your beliefs.

And for decades, the engineer in me stubbornly clung to the safety of proof— repeatable science.

The woo-woo of manifestation sounded more like healing crystals and chakras than something I could rely on.

Darryl Isaacs told me how he gets the benefit of electricity without needing to understand how it works.

positive thinking
With Darryl Isaacs (to my left) and Gavin Lira

I look back with sadness at my life and see how many times I had massive opportunities placed in my lap, only to be rejected by me because I didn’t think it was possible or, more commonly, because I didn’t think I deserved such a good thing.

I scoffed at entrepreneurs who paid $50,000 to attend mastermind groups, mainly to up their “mindset”.

Now that I’ve tasted success, I realize I was the idiot all along.

++ Why hire only 20 people just for me when we can create a million jobs for all our friends?

++ Why believe I’m “too busy” to help a friend when doing so will pay me back 10 times that in ways I’d never imagined?

++ Why not give generously not because you want the attention but because it’s the right thing, which God will reward you handsomely later?

++ Why not drop the grudge against that jerk who screwed you over, not because you’re a saint, but for your own well-being?

++ Why not openly share everything you know how to do, even to direct competitors, since you know there is more for everyone?

++ Why not be willing to learn from everyone around you, especially young adults, since we don’t know everything?

My hope is that you realize and reap the rewards today of what has taken me a lifetime to finally be open to accepting.

Doubt Your Doubters

“Doubt your doubts before you doubt your faith.”

– Uchtdorf

As you make progress toward your goals, haters are inevitable.

They’ll try to distract you, attack you– in the hopes you’ll doubt yourself and then fail.

Since then, their failure is somehow YOUR fault.

Surround yourself with people who believe in you.

The quote above is from a spiritual leader but applies widely.

Doubt your doubters, too— trust your mentors who have already done what you desire.

Perhaps this is the encouragement you needed to hear today.