08.11.22 - How to use constraints to grow your business
The healthiest path of growth goes DOWN first, UP second…
A few months ago I sat with core team and we began plotting out what would become “The Wealthy Consultant.”
If you are new here, hello 🙂
If you’ve been here since day 01, you know that this is still small… technically still in “start up” phase... transitioning into “buy back” phase next 30-60 days.
While mapping out the org, the plans, the offer suite & the DESIGN we answered two questions:
How does it FEEL?
How does it LOOK?
The first is more important than the second…
Most owners start with #2.
How much revenue
How many clients
How big blah blah blah
They engineer a system that is SINGULARLY obsessed with the “numbers,” metrics, and other stuff that is more healthy as a byproduct than as a target.
We start the opposite.
Now this may seem backwards to you, but it’s actually perfectly right-side up and I’ll tell you why.
When you look at a tree, tall and seasoned, that thing has withstood countless storms, strong winds, and environmental threats. How is it still standing and growing?
Imagine how silly it’d be to say, “It’s still standing because of how tall it is.”
That would reflect, frankly, a childish level of understanding around WHY a tree can stay planted in the ground for years and years without toppling over.
The true attribution, is not how tall it is but how DEEP it is.
Healthy things grow DOWN before they grow UP.
Over and over and over, for 10 years, I’ve seen this problem. I wasn’t able to solve it, not fully at least, until about 8 months ago:
People trying to build “tall things” without being willing to define & design the depth.
Right now I want to put something into perspective for you. This brand, being brand new and on it’s 3rd month, will cross a million dollars in revenue this month.
On about $5k in advertising.
I posted this on Twitter and people wanted to see the ADS. Lol, completely missing the point.
The point is there is already a DEPTH here that is creating a compounding environment of healthy, stable growth. Paid media is just fuel to the fire.
The average Modern Day Consultant client on a timeline perspective has paid ads going ~33 days or so into our work together… but in that first 33 days we cover a holistic diagnostic that ensures everything is healthy & sound once it begins to grow.
I have built businesses to $20M a year that teeter exclusively on a PDF hosted on the internet. Yep, it can be done.
Great ads and an ace mechanic running the ship.
Doable? For sure.
And just about the most stressful thing you could possibly imagine to “keep going.”
Here are three principles that should help you as you grow- utilizing the theory of constraints:
✅ If I could not use paid traffic ever again — how would I add $200k/mo (or whatever number) consistently?
✅ If I could never enroll another NEW client again — how would I service my current list/following so well that my business revenue needs were met?
✅ If I could ONLY use paid media to acquire clients — how would I guarantee a 10x yield (attributable revenue) on every dollar spent?
Notice the constraints at the very beginning of each question… these put artificial “resistance” inside your strategy questions that virtually guarantee your thinking outclasses your peers.
If you’re running ads as if they’re the ONLY way to get new business - you’re running them well.
If you’re running your fulfillment as if you CANNOT lose clients - you’re running experience well.
If you’re running your content leadership in such a way that you HAD to hit your revenue targets from content - you’ll produce good content.
These things keep you sharp and more importantly, DEEP as you grow TALL.
We have the best roster of clients I’ve ever seen in my entire life… partially due to the theory of constraints (which is being applied to every department of the business, not just marketing).
Stop striving & spinning and sit down, think outcome, think constraints, then put your plan in motion.
If you need help with that plan, we can offer that (and might not even cost you any money). The game is SLOWLY changing, and I know where everything will sit in 2025…
If you’re noticing any diminishing returns, it will get worse (a lot worse) due to the irreversible shifts in market sentiment & attention fatigue.
That is NOT something you should ‘overpower’ or ‘push through’ with more marketing. You must adapt your model, and you demonstration pathways, to accommodate.
Happy Thursday, keep it healthy.