Now that you have a deep understanding of your Soulmate (Your Ideal Buyer), let’s take the next step and identify your Soulmate 100. 

Wait, what on earth is the Soulmate 100? 

So glad you asked. 

Let me explain the Soulmate 100.

You deeply and intimately have a clear understanding of your Soulmates. 

Who they are?

Where are they? 

What they are doing?

Related Article: Discover Your Soulmate: Yes, Those Ideal Buyers Are Waiting for You

Especially the type of challenges, problems and frustrations that Soulmates face on a daily basis. 

You provide the products, the services, as well as the solutions that they are seeking.

You also know here they hang out and the type of message that speaks their language. 

Well the Soulmate 100 are folks that would help create a thriving referral network to connect with Soulmates. 

Think about any organizations, agencies, peeps, other businesses as well as collaboration partners that can help you open a door to your Soulmates (your ideal customers).

Start identifying any person, agency or organization out there that can help you open the door to 5, 10, 20, 50 or even 100s of your Soulmates.

Shine a Bright Light on Your Soulmate 100 

For example, I love to use is the lamp analogy.

So let’s imagine we are manufacturing lamps, who would we most likely align ourselves with?

Well, obviously a lampshade manufacturer or how about the light bulb supplier?

Someone who would be an incredible collaboration partner or referral source.

Anyone who is also targeting the same Soulmate as you in a non-competitive nature.

So let’s change gears a little bit.

Another example, let’s say if you were starting out as a brand new real estate agent.

How can we create that strong referral network quickly and efficiently?

An excellent launching pad to build a vibrant referral network as a real estate agent would include this list of professionals: 

• Mortgage Broker / Banker 
• Insurance 
• Attorney
• Homeowners Insurance
• Fence
• Awning
• Landscaper
• Pool Company 
• Garage Door
• Home Builder
• Contractor
• Interior Designer
• Drive Way
• Roofer
• Electrician

So how can you fiercely network and align yourself with other professionals that you find deliver tremendous value with high integrity and share also the same goals vision as you?

To create that strong referral network, aggressively pursue your Soulmate 100.

As the saying goes, rising tides lifts all ships.

A powerful solution to create that Soulmate 100 list, think about how could you dedicate yourself to helping these folks being a connector and community builder. 

Not just thinking how can they help us?

Get creative on how you can help them with their business to achieve success.

Start listing ways on how you can be that go-giver and dedicate yourself to helping them move the needle?

Commit to building a reputation as the trusted source help them accomplish their goals. 

The more sales that we can help drive to these folks offers a wonderful opportunity to build trust, strengthen that relationship and build a healthy vibrant referral network.

Get ready for lots of Soulmates coming your way, my friend. 

 

 

 

Have you heard the one about the “Right Knee Guy”? 

Neither had I. 

Well, please allow me to introduce you to the “Right Knee Guy”.  

Now being located in New York, the term “Guy” is interchangeable and gender neutral (Ex: “how you Guys doing?” “Hey Mom, are you guys coming over?”)

So to keep things PC and Kosher, moving forward I will refer to Right Knee Guy or Gals interchangeably. 

Previously, I was unfamiliar with the “Right Knee Guy” until a dear friend, Max Krug, introduced me.

Hopefully, you will find this story as impactful as I did. 

Here we go……..

Meet Max Krug 

Serving as a business advisor with the New York Small Business Development Center, I had the privilege of meeting Max Krug, when he attended one of my LinkedIn workshops at a local college in 2014.

Conducting live workshops offered the incredible opportunity of meeting amazing individuals. 

Especially since, with each and every attendee comes a fascinating entrepreneurial journey.

Hearing their stories certainly served as a thrill and blessing. 

In addition, workshops also created exciting opportunities to invite one-on-one consulting sessions afterwards. 

After this particular LinkedIn workshop, Max Krug scheduled an appointment to discuss his growing business. 

At the appointment, we immediately hit it off.

Related Article: Applying The Theory of Constraints to Your eCommerce Strategy

Theory of Constraints 

Having built a dynamic friendship with Max over the years, I now know he serves the market as a brilliant consultant. 

In particular, Max has built a hugely successful career as an efficiency expert.

He specializes in the Theory of Constraints by Dr Goldratt who authored of the legendary business book, “The Goal”. 

As founder and President of Future State Engineering, Max takes tremendous pride in solving massive problems for his clients (Click here to learn more about Max).

In particular, Max works with manufacturers. 

His target areas of expertise include maximizing inventory turnover, production scheduling, and ultimately dramatically improving cash flow.

Throughput is the name of his game.

Max is a tangible results driven guy.

Through our sessions, while explaining his theories and practices, he taught me tricks of his trade on efficiency that I still use daily.

What an enormous blessing and gift to learn from dynamic clients such as Max.

The main reason Max wanted to meet in the first place was he needed direction with branding, customer engagement, and a sales pipeline. Focusing on a specific target market.

So prior to understanding Max’s talents and area of expertise, at our first session, I asked Max to describe his business.

For me, it is crucial to fully understand where each client has been, their current position as well as understanding where they are heading. 

What is the goal as well as the vision? Understanding the dream behind the career and life’s work plays a critical role with helping each individual?

So, Max described his business.

He went into full detail on the Theory of Constraints and how he is a Dr. Goldratt disciple.

In addition, he specializes in the practice of operational excellence.

Then he dropped a bomb that was a game changer…

Related Article: Are You Familiar with “The Goal: A Process of Ongoing Improvement”?

Meet the Right Knee Guy 

I then asked what was the goal and vision for his company.

However, I frequently found many clients struggle with this exercise.

Having no direction seems to contribute to unmet goals and frustration for many entrepreneurs. 

Well, this wasn’t the case for Max. He knew exactly where he was headed. 

Max looks me dead in the eye and makes a statement that I will never forget and the exchange went like this: 

Me: “So what is your ultimate goal? Where do you see yourself down the road? Dream a little and share your Big Audacious Goal.”

Max: “Well, I want to be the Right Knee Guy”…..and he just continues on describing his business goals for the future.

I sat there processing to myself, “What did he just say? Did he just say ‘Right Knee Guy’?”

So I put my hands in a T formation to call a timeout and said:

Me: “Wait a minute, what did you just say”? Did you just say, “Right Knee Guy”?

Max: “Yes, the Right Knee Guy”! ( looking at me as if I am the complete idiot which I usually am).

Me: “What on earth is the Right Knee Guy”?

Life Changer

Max offers this simple, yet life changing story:

“Yes, I am striving to be the Right Knee Guy. For example, if you seriously injured or hurt your right knee, who are you going to turn to? A general practitioner or your family doctor? Probably not.

Especially if you are an athlete or at the very least an active person. You most likely seek a high level expert or a specialist of the right knee.”

Being that Max is a great athlete, the lightbulb went off and I finally realized where he was heading.

He continues, “Well, if I hurt my right knee, I want to go to the right knee specialist. The right knee expert! You know, the world-renowned authority of repairing the right knee.”

“The person who is working on local professional athletes. The doctor who possesses not just the highest credentials but most importantly the reputation for successful results. I want the guy or gal who can fix my problem, in this case, repair my right knee as quickly, painlessly and successfully as possible.”

Max continues, “The person who is so specialized and laser-focused that if you injure any other part of your body, they explain that they “can’t help you”. Even if you hurt your left knee, they are NOT the person for the job.”

BUT….if you have a problem with your right knee? I’M YOUR GUY!

You see, I strive to deliver the most powerful results possible for my clients. My future vision and big dream is to earn the reputation and label as the “Right Knee Guy” in my field of Theory of Constraints and operational excellence.

“That is exactly my big audacious goal.

“I want to be world-renowned on executing the Theory of Constraints. Thus, my right knee guy analogy.”

“My goal is to be viewed as The Theory of Constraints Right Knee Guy.”

Related Article: The Definition of Entrepreneurtude: “Do Whatever It Takes”

WOWZER! 

This analogy was brilliant! 

I was blown away by the simplicity of his analogy. KISS! Keep it super simple, right?

Max summed up his life goal with a single expression, “Become the Right Knee Guy” in his field. 

The person who delivers the cure and solves your problem quickly and efficiently.

The expert who gets you back in the game and on the field as if the problem or injury never occurred.

It doesn’t matter what the ailment is, any person would love to have access to the world renowned expert in the niche to solve their problem.

When you become viewed as a trusted source, an authority or expert in your field, you put yourself in a powerful position.

You can place yourself in high demand, find healthy revenue opportunities, charge a premium or at least a respectable rate for your experience and expertise.

Solve a small problem and you can close a sale. Yet, solve lots of problems and you can build wealth.

 

Related Article: “I’M DIVERSIFIED!” No, Actually You’re Doing Five Things Horribly

Right Knee Guys & Gals

What’s funny, the “Right Knee Guy” story became a regular and consistent part of my schtick.

Especially when clients seemed to be drifting away from areas of their own expertise or randomly throwing ideas on the wall to see what sticks.

I shared this with dozens if not well over 100 clients. It also became part of my LinkedIn workshops.

The light bulbs that went off as well as “Aha” moments created were truly mind blowing. 

This story and analogy just consistently hit a home run every time. 

The clouds could clear and clarity would set in. 

You could see the cartoon bubble appear, “Now I get it”. 

One particular client, a young woman who launching a new business. A millennial with a contagious free spirit.

We would meet and have outstanding conversations. At one point, I had not heard from her for months until one day I received a text that she wanted to meet up.

During our meeting while catching up, I ask her how is business?

She declares, “well you know, I’m trying to become the Right Knee Gal.”

I asked, “I told you that story?”

She says, “Of course you did! I think about it EVERY DAY! My goal is to become the Right Knee Gal in my market”

I had another client who was a fitness trainer. He LOVED the “Right Knee” story.

Every time we would meet he would describe how he was striving every day to be viewed as the Right Knee guy in his specific field of fitness training. 

Many years later, I needed professional photos of products for a project I was working on. This client popped up on LinkedIn and he was now promoting himself as an expert photographer. 

I contacted him and we met up. He described how his life brought major changes.

He was now married with two young children and the fitness training gig just no longer fit well with family life and fatherhood so he transitioned into photography. When I asked how business was going, his response? 

“Business is going great! I am now striving every day to the be “Right Knee Guy” of commercial photography.” 

The Right Knee Guy = Definitive Purpose 

In conclusion, Napoleon Hill in his legendary book, “Think and Grow Rich” called a concise goal the “Definitive Purpose”.

Others call it staying “Fiercely Focused”.

A specialized focus.

Targeting a targeted niche.

Niche til it Hurts SO GOOD.

Dedicating the time, energy, as well as all resources to know your product or service better than anyone else.

However, having a definitive purpose and striving for a specific goal offers the opportunity for dynamic results.

Spending hours upon hours (Malcolm Gladwell says it takes 10,000 hours) of research, learning, understanding a topic to attempt to become the expert or right knee guy.

Above all, be the BEST in your community, region, industry, or nationally.

What will it take for you to become THE Right Knee Guy or Gal in your field? 

 

Wrapping It Up 

Thanks for reading this post. 

Hopefully, you found this helpful as well as resourceful for your business. 

Finally, for additional articles, check out these helpful links below: 

• No Goal + No Direction = Where on Earth are We Going?
• Top 13 Reasons Why Manufacturers Struggle with eCommerce
• 19 Tips for Curing “I Hate Change” (Plus a Healthy Dose of eCommerce)

 

 

 

WALK UP TO THE LINE OF SCRIMMAGE & REVEAL THE PLAY

Nearly 100 years ago (or close to it) I had the honor and privilege of playing high school football for a coaching legend, Coach Wally Huckno. 

Coach Huckno’s accolades include: 

• 3 New York State Championship Titles for large schools
• Greater Buffalo, NY Hall of Fame. 
• Coach of the decade for the western New York high school sports publication in 2000
• New York State Coach associations coach of the year in 1994 & 1995 and 2000
• New York State Sportswriters Association coach of the year 1996
• Overall 159-47-1 record

Coach Huckno was relentless.

He created a culture of discipline and winning.

With one exception…my senior year. 

I had the unfortunate honor of playing on his ONLY losing season in over 20 years of coaching.

UGH!! 

Our team simply stunk. No excuses. We were just bad.

We lost 5 games by the total of 21 points. Each game was a heartbreaker.

Anyway…

It truly takes a special breed to become a hugely successful coach.

Especially since a typical high school coach makes pennies per hour when you break down the amount of hours they dedicate to the sport, the players and the program.

Think of all of the coaches that actually volunteer and are paid nothing.

Enduring all of the challenges that comes with managing boosters, parents, games, administration, not to mention the players themselves. 

Next time you hear a parent ripping apart a coach, consider that they certainly have plenty of other things that they could be doing with their time rather than coaching their kids.

Tolerating all of the hassle, drama as well as frustration.

To become a successful high school coach, you need extremely thick skin as well as maintaining a laser focus on the big picture goal.

Most importantly, the ability to ignore the noise and clutter of critics.

Especially those Monday morning quarterbacks second guessing your every move.

 The same goes with entrepreneurship.

You need thick skin. 

Avoid the noise and critics.

Stay laser focused on your goal.

Be true to your convictions.

Well, Coach Huckno taught a profound strategy that still resonates today that I would like to share with you. 

Walk Up to the Line of Scrimmage & Reveal the Play  

One of the greatest takeaways from the experience of playing for Coach Huckno was this fascinating concept…

Coach Huckno preached, you should be able to walk up to line of scrimmage, tell the opponent across from you exactly what play we are running and still bury the player across from you into the dirt.

If you don’t….his philosophy was it was from lack of preparation and concentration.

You didn’t hit the weights hard enough during the winter and spring workouts.

Didn’t participate in off-season training.

You didn’t run sprints hard enough at practice.

Plays were not studied thoroughly. 

You didn’t study video of your opponent close enough.

You were too busy watching the cheerleaders during the game (Yes, I ended up marrying one of our cheerleaders).

There were plenty of factors that causes you to not beat your opponent.

Even if they are bigger, faster and stronger.

Technique and strategy as well as thorough preparation allows each victory at the line of scrimmage. 

Reveal the Play in Entrepreneurship 

This philosophy carries into our business philosophy as well. 

Unless you posses the Google algorithm, the Coke formula, the secret sauce of McDonald’s Big Mac, work for the Pentagon or possess some other type of “I’d tell you but I’d have to kill you” type of information. Simply put it out there.

Wait, you might be thinking, what if my competition finds out?

Then ask yourself, do potential customer’s have the ability to easily find you as well as additional relevant information about your company?

Is the proper information about you, your company, your skills, the problem you solve, the years of experience you bring to the table, your ability to help your customer benefit from your product or service readily available?

On the other hand, are you the best kept secret?  

If you are struggling to attract ideal customers, maybe it is time to ask yourself, is it better to have your wonderful attributes, assets and solutions hidden or should we reveal the play? 

Since you are SO GOOD at what you do, then go for it!

Walk up to the line of scrimmage, tell the competition exactly what play you are running and still bury the opposition?

Share your processes, prices, key executives, as well as all of the other powerful solutions that you deliver on a daily basis. 

Coach Huckno will be extremely proud of you! 

 

Related Article: What Happens When Manufacturing Meets eCommerce? Magic Happens!!

Profit Thieves. UGH!! 

Nearly every business faces them and needs to consistently fight off Profit Thieves. 

Protecting yourself against Profit Thieves plays a critical role to your success.

Especially for small business owners.

So let’s take a hard look.  

When you dissect your business, think about any products, services and solutions that you wish would simply vanish. 

Start by identify any products, services or solutions where you feel stretched. 

Tasks that drain precious resources from your company. 

Thus, hurts your bottom line. 

We need to capture those profit thieves and banish them from the premises. 

Time wasters, energy drainers and money losers. 

Additionally, think about those customers that you dread servicing. 

Yes, you most likely have customers that are indeed NOT Soulmates. 

Those fun folks where you and your business would be so much better off without them. 

On the flip side, odds are they are not entirely thrilled with you as well. 

Here is a helpful suggestion and a healthy means to shed those non-Soulmates. 

Align yourself with a resource partner that delivers powerful results in any areas that fall out of your wheelhouse. 

Related Article: Let’s Build a Thriving Referral Network with Your Soulmate 100 

This is where Niche Down til it Hurts…So Good comes into play. 

Identify the areas of your business and customers that no longer fit your formula. 

Introduce and connect them with a trusted, valued partner who hits the ball out of the park with that product of service. 

It’s like finally breaking up with that awful boyfriend or girlfriend that you just did not have the heart to do so. 

This strategy finally creates the opportunity to make a clean and overdue break. 

Set them up with a friend. Problem solved. 

The conversation would go like this…

“You know, things just aren’t working out any longer.”  

“Are you breaking up with me?” (sniff) 

“Hey, It’s not you, it’s me. I’m a hot mess and no longer a good fit for you. However, you know who thinks that you are absolutely AMAZING and would love to chat. Actually they can’t stop talking about you. They said YOU are their SOULMATE.” 

“Really, they said that? I had no idea.” 

“Yes, you are going to be SO MUCH happier with them.” 

Problem solved. 

Piece of cake, right? 

Let’s take this one step further…

For those customers that you wouldn’t wish on your worst enemy…You would do yourself a huge favor by politely parting ways and sending them to your competition. 

The customer who constantly pays 90 days or later. 

Demands a Lexus quality on a Pinto budget (Google it). 

Keeps you up at night. You cringe every time they reach out.

Guide these folks to your competition so they can suck THEIR time, energy or resources.  

 

 

When the words left my mouth, “This is how we have always done it”, I knew I was doomed. 

I just entered the danger zone! 

In other words, my business was doomed with my leadership. 

It was time for me to move on. 

Not only did I need to move on personally.

More importantly, the business needed to step away from me. 

Ever have your business speak to you? 

It is your baby, right? 

Well at some point, kids speak back to parents. 

Sometimes loved ones give us tough love. 

Words that we NEED to hear even when we do not want to hear it. 

They day I blurted out, “This is how we have always done it”, the sad reality sunk in. 

I was completely out of fresh ideas as well as out of gas. 

No longer possessed the skillset, talent or wherewithal to take this business to the level I had hoped. 

THANK GOD an angel was waiting in the wings to take the business to new heights. 

It was time for me to step aside to help serve others 

My eternal gratitude goes to my eventual business partner, Susan who then purchased the business. 

Remedies for This is How We Have Always Done It 

Below includes a helpful list of suggestions and remedies for:

• Get Courageously Uncomfortable 
• Niche Down Til It Hurts So Good 
• Venture into the unknown
• Become the “Right Knee” Guy or Gal 
• Identify weaknesses that need improving immediately
• Align with experts that can hold your hand through positive change
• Create new systems and processes
• Explore new technologies
• KISS = Keep It Super Simple 
• Tackle challenges with confidence and positive energy
• Dedicate yourself and your team to a constant state of continuous improvement
• Open your mind to new ideas
• Research
• Listen
• Stay in the know & in the zone
• Identify bottlenecks and constraints
• Connect with a rigorous mentor
• Find an accountability partner who keeps you on track
• Take courses online or at local university
• Find companies in other industries that have accomplished similar goals you seek and discover how they did it
• Do competitive intelligence on your competition especially if they are using technology and techniques that you covet
• Finally, tell yourself, “I embrace change, I embrace change…”

Just Keep Moving Forward

Most importantly, when it comes to change, take manageable bites. Just keep moving forward.

Remember, over analysis creates paralysis. Just keep moving forward.

One day at a time. One step at a time.

Just keep moving forward.

Take note of 3-4 things that you absolutely hate about your business or organization.

Those dreaded burdens or tasks that you deem as profit killers.

Processes or systems that you know hurt your business. Yet, no one knows how to change them.

The thought of changing is so overwhelming that nothing gets done.

Instead of creating a manageable plan, you keep doing things as they have always been done.

Sacred cows do not go away easily.

I once was on a successful team where our motto was “what are we doing today that we could make fun of six months or a year from now”.

You know the type.

Either a technology or process where down the road you look back and say “can you believe this is how we used to do this?”

To look back and say, “what a colossal waste of time when we did THAT”.

Thank God we had the stamina and courage to take the leap and improve. Take on the new technology. Embrace a new system.

Just Keep Moving Forward.

 

Ready to Stop Being the Best Kept Secret? 

So how do you spell succes? Seriously?

I ask, due to the fact, for some reason I am unable to spell succes.

Literally. 

Ready for a hysterical story?

Here we go…

I enjoy putting out articles. 

My goal, or attempt anyway, is to create articles based around business, eCommerce or other motivational situations that cross my path.

This includes fascinating books, individuals, accomplishments, strategies, processes and succes stories. 

The articles find their way on my weekly blog. 

Then, the intention is to eventually post that blog on LinkedIn as an article. 

Well, one particular Friday, at six in the morning, I decided to post a recent article on LinkedIn. 

Due to other priorities or distractions, I had not posted on LinkedIn for nearly a month or so. 

As I pop onto LinkedIn to post an article, I notice that users can create a LinkedIn newsletter. 

Hmm… 

That sounded interesting. Wonder how long this will take? 

So, I start the process. 

It is super simple and literally takes a couple minutes. 

WOW, I could not believe how fast and easy that was. 

I don’t remember the exact order but it went something like this….

I grabbed a recent article and decided for SEO purposes to alter the headline. 

The original headline was “Pull Your Finger Out of a Glass of Water and What Happens?” 

Well, it dawned on me, there are lots of immature guys out there just like me who might reply with a “Pull My Finger” comment. (Google “Pull My Finger” if that didn’t hit home).

Anyway, I decided to change the title to “When You Remove Your Finger from a Glass of Water, What Happens?” 

Manufacturing eCommerce Succes

I then created the LinkedIn newsletter which required a title. 

Hmmm…

Well, it quickly hit me that everything we do is based around our tagline “Manufacturing eCommerce Success”. 

Our LinkedIn Live program, webinars, DWY training and even in my book “Stop Being the Best Kept Secret“, the term “Manufacturing eCommerce Success” is used. 

Basically, Manufacturing eCommerce Success is our mission, purpose, passion and war cry. 

Therefore, that was an extremely quick and easy decision for the title of the newsletter. 

Bam! 

It literally took 3-4 minutes to add the article and create the newsletter. 

Cool. 

Hit publish. 

Done. 

Wow! What a nice sense of accomplishment. 

Move on the the next item on the agenda for the day and truth be told, creating the newsletter was even not on my mind for that morning. 

That was an extra bonus for the day. 

However, within two or three minutes a LinkedIn friend from England drops a note. 

“Hey Curt, Thank you for sending me the request to join Manufacturing eCommerce Success which I have done. However, I noticed that the title of the article on the glass of water has a typo in it.  I believe you should remove the “of” in the title so it scans correctly. Kind regards”. 

When I changed the title, I accidentally left an extra “of” in the new title so it read like this: “When You Remove Your Finger from of a Glass of Water, What Happens?” 

WOW! 

It is such a gift and blessing to have friends who have your back. 

After thanking this dear friend,  he replied, “I have spent my whole life watching for errors in my own work.  I have become very observant when I see it in others.  I would not have said anything if I did not class you in my close circle.” 

Oh boy, did I appreciate that! 

He is super busy, yet, took the time to point out an embarrassing mistake. 

Phew! 

Now time to move on with the day after the sweet taste of humility. 

Slow down. Process. Proof your work. Focus on quality. 

Then it hit me, how did he realize so quickly that I created the newsletter? 

Soon after comments started hitting the post on LinkedIn. 

One of comments stated, “Thank you for the invitation to subscribe to your LinkedIn Newsletter.” 

WAIT A SEC! Hold the phone!! 

I did not send out an invitation. 

Lo and behold, once you create a newsletter, LinkedIn sends out an invitation to your ENTIRE network. 

More Embarrassment 

Well that wasn’t the end of my embarrassment for the day…

After completing a fun-filled Friday and ready to hit the weekend another email pops in with the headline, “Your LI newsletter has Success spelled as Succes”

 

Hi Curt,

Happy Friday! Thanks for the invite!

I noticed that “success” is missing an “s”.

Just wanted to let you know.

Hope to talk to you soon!

 

Then after laughing hysterically at my blunder with “succes”, I immediately pop into LinkedIn to once again fix another error. 

However, this was after discovering that LinkedIn does not allow you to change the title of your newsletter. 

After chatting directly with LinkedIn while also following up several times, as of this writing, Manufacturing eCommerce Success is still spelled with “Succes”. 

As of this post, several weeks later and numerous requests, my mistake still shines bright. 

So seriously, how do you spell Succes?