Iterative Approach to Finding Your Customer and Building a Profitable Business

[00:01:12] So today I'm talking to Diana. Diana, where are you at in the world?

[00:01:16] Diana: [00:01:16] I am in Austin, Texas.

[00:01:18] dane: [00:01:18] So what's your big goal for the call today?

[00:01:20] Diana: [00:01:20] My big goal is to get more clarity on my direction for 2020 and beyond.

[00:01:24] dane: [00:01:24] And if you knew you couldn't fail, what would you do.

[00:01:28] Diana: [00:01:28] Hosts the most badass retreats and events ever.

[00:01:31] dane: [00:01:31] So what is there that you really need help with? That was pretty easy,

[00:01:38] Diana: [00:01:38] right? I got a call done. I think it, it's really about figuring out the path forward, right? So like, I have this vision of hosting retreats. Locally, nationally, internationally, and having kind of like, I guess like tiered offerings. Right?

[00:01:57] So there would be like monthly meetups, there'd be [00:02:00] bigger days.

[00:02:01] dane: [00:02:01] Yeah. I'm going to explain a business lesson to you very briefly, and I'm going to have you retell me everything based on the new orientation that I give you. Okay. So very successful businesses, and I'm talking like extremely successful businesses, the ones that are like the envy.

[00:02:16] I have three things very clear. Like crystal clear. Yeah, very clear customer. They have a very clear result defined the customer wants, and they have a very clear mechanism that gets the result. So this is the spine of a business customer result mechanism. Yeah. So what you were just doing as you were talking about the mechanism, which were your retreats, so clear customer, clear result, clear mechanism.

[00:02:45] So let's switch. So who's your clear customer for these retreats?

[00:02:51] Diana: [00:02:51] So my clear customer are the next level of seekers. The people who want to optimize their health and wellness, who want to connect in community. The people who are, you know, doing the personal development, doing the work. So mostly probably people in there, late twenties to mid forties

[00:03:09] dane: [00:03:09] is it safe to say people very passionate about personal development?

[00:03:14] Diana: [00:03:14] People? Very passionate about personal development.

[00:03:16] dane: [00:03:16] Okay. That's clear. Yeah. People very passionate about personal, not people that have read Tony Robbins people. Very passionate. Right. They haven't just read like a book. Well, how do you get more clear on what kind of path? Like what very passionate means?

[00:03:32] What do they typically done?

[00:03:34] Diana: [00:03:34] Yeah, so there are people who've already read the books, right. Done that. And that was like maybe their entry level. How many got, how many books? I mean, I'd imagine they've read 10 plus books.

[00:03:45] dane: [00:03:45] Okay. On what.

[00:03:47] Diana: [00:03:47] On soft development.

[00:03:49] dane: [00:03:49] What are some examples?

[00:03:50] Diana: [00:03:50] So it'd be like maybe like a path with heart by Jack cornfield.

[00:03:54] So like some spirituality components, like some of the, maybe you are a badass by [00:04:00] Jen Sincero. I really love Marie Forleo's. Everything is figure outable. So there would be like spiritual development, business development, and like relationship development. So maybe even they started old school, like how to win friends and influence people.

[00:04:16] You know, like that might've been something that they read when they were a teenager or younger and then have just continued on. So stuff by, Oh my God, I can't believe I'm blanking on his name right now. The brain guy, what's his name?

[00:04:29] dane: [00:04:29] Which one? Like this dispenser.

[00:04:31] Diana: [00:04:31] It does then see, you knew exactly who I was talking about.

[00:04:33] Dispenza. Yeah, exactly. Top of mind. So dispense maybe stuff by Bruce Lipton. Marianne Williamson, Bernie Brown. Kind of those like next level influencers?

[00:04:46] dane: [00:04:46] What do you mean by next level?

[00:04:47] Diana: [00:04:47] You know, I mean, there are people who are like on a particular platform, right? Like people would maybe consider like Kobe Bryan and influencer or like they would consider people who are making impacts in some realms, but I'm talking to people who like have global mission to have humanitarian efforts.

[00:05:06] People who are usually doing like give back causes and stuff like that.

[00:05:10] dane: [00:05:10] Okay. So now the first draft, you said my customer are next level type of personal development. So let me tell you what I'm hearing. We'll see if this is a clear customer, and imagine you're in a room full of 15 baller business dues.

[00:05:26] They're all guys and they come to you and it's your turn to talk about your business. Now imagine you say we do retreats and this and this and this and this. Right? You just slipped into mechanism,

[00:05:37] Diana: [00:05:37] right? Rookie, right. Cause that's not selling a vision. That's not talking about who it's for. There's, yeah.

[00:05:43] dane: [00:05:43] And that's okay, but that's a rookie move and rookies not a bad thing. I'm not trying to mean it as a bad thing. I'm just saying it's like you haven't been trained. Right. So, okay, now it gets to you. For some reason, I'm wanting you to really picture, you're in a room with 15 baller business dues and you're in there.

[00:05:58] Okay. Yeah. [00:06:00] Like are you in a high rise? Is there windows around? Tell me about the room.

[00:06:04] Diana: [00:06:04] Yeah. I would think that it would be like a really. Nice setting. I wish had been to the Fairmont in Austin. It would be something like that. So like a rooftop patio is what I would envision outdoors. Yes. We're in Austin.

[00:06:18] Everyone likes to be outside. The weather is perfect, you know, it's like not too hot, not too cold. People are wearing kind of business casual, so they're fancy, but they're not like suit and tie.

[00:06:28] dane: [00:06:28] Great. Okay. So now you're in this environment and it's quiet enough where everybody can hear each other. And it comes to you.

[00:06:34] And as they say, so Diana, tell us about your business. You say, well, our business, we target folks who are very passionate about personal development, who have global missions, who think globally. Who've read at least 10 books and the personal development realm, things like Bruce Lipton, things like Joe Dispenza, about 70% of our customer tends to be female, and then 30% of men who would probably identify as a little more sensitive than the average male.

[00:06:58] Also, these are our customers. Does that capture it?

[00:07:02] Diana: [00:07:02] Yeah. I feel like there's still a little bit of an explanation of like, okay, cause I mean, I know that our point is to get people to lean in more as like, what exactly are we doing? You know? Like I have this vision of creating these life changing and memorable experiences for people who are very passionate about personal.

[00:07:18] dane: [00:07:18] We're part one clear customer. Now we're going to add in the clear result they want. So what's the clear result that these folks want?

[00:07:26] Diana: [00:07:26] Transformation and recalibration. So it's like, not necessarily like, Oh, we're fixed and we need to be changed, but it's like we're always working on ourselves. We're always refining and we're ready to have those kinds of transformational experiences.

[00:07:42] dane: [00:07:42] Is that the language that they use. Like they'll say, I want to buy a transformation.

[00:07:47] Diana: [00:07:47] Well, so it's funny because there's a big shift right now, right? Like people are shifting out of like, well, I want to like change and I want to retreat and I want to reset, and they're shifting more into this. Like I want to [00:08:00] create, I want to collaborate, I want to transform.

[00:08:03] I don't know if that's everywhere, but I know in Austin, those kinds of forbids are pretty popular and pretty common.

[00:08:08] dane: [00:08:08] Okay, so here, listen to this as a clear result. People that want to create their missions around others and collaborate. Yeah. You see how it's very tangible. It's clear and transformation is kind of like, that's probably the bi-product.

[00:08:23] Hmm. I mean, that offer gives me chills. What does it do for you?

[00:08:28] Diana: [00:08:28] Yeah. I liked that. I'm writing it down, so it's like people that want to create their global missions through collaboration,

[00:08:34] dane: [00:08:34] make sure you've put in there around others.

[00:08:36] Diana: [00:08:36] Could it be for collaboration and community?

[00:08:39] dane: [00:08:39] Well around others, through collaboration and community, but get around others in there.

[00:08:44] Diana: [00:08:44] Can you tell me a little bit more about that?

[00:08:46] dane: [00:08:46] The loneliness that people feel working on their missions. So if you have another way to articulate loneliness, because collaboration is somewhat hard to picture.

[00:08:56] Diana: [00:08:56] Yeah.

[00:08:57] dane: [00:08:57] What does that mean? You know? But when you say around others through collaboration, then I picture I'm around those in a room collaborating.

[00:09:05] Diana: [00:09:05] Yeah. I don't know why there's something about like global missions around others. I don't know why that is not. There's something in my brain that it's not like I'm getting the point that you're saying that there's something that's not quite clicking for nice delivery.

[00:09:19] dane: [00:09:19] Let's picture this. So picture you're sitting down in front of someone who's read Marie Forleo.

[00:09:24] They've read Jensen, Sarah, and they've read Bruce Lipton. Yup. And let's say it's a woman and she's 27 and the result that she wants is what?

[00:09:34] Diana: [00:09:34] The result that she wants. Well, yeah, I mean, connection is huge for sure. I think that you really touched on something with the loneliness of society right now.

[00:09:42] People are really, really wanting to create deeper connections.

[00:09:45] dane: [00:09:45] So imagine saying you could create your business and mission around others.

[00:09:50] Diana: [00:09:50] Yeah, true. Community and collaboration.

[00:09:52] dane: [00:09:52] Oh yeah. That's so good over here, but we want you to be congruent with it.

[00:09:56] Diana: [00:09:56] Yeah. I guess now that I say it a couple more times, for some [00:10:00] reason it seems like it should be like with others or in community or something like that,

[00:10:04] dane: [00:10:04] but.

[00:10:04] If you'd like to get a free one on one with me and beyond this show, you can find out details@startfromzero.com slash podcast

[00:10:15] Diana: [00:10:15] the result is creating a global mission around others through community and collaboration.

[00:10:20] dane: [00:10:20] You know what's interesting, Diana, is it's really nice to be ordinary, especially with language.

[00:10:29] You're going to be around people.

[00:10:31] Diana: [00:10:31] Yeah.

[00:10:31] dane: [00:10:31] You're going to be with people. Now, if you said create your mission around others. Who are slightly like on the fringe of crazy in terms of personal development and get to get and get to create your global mission with other people that are fanatic about personal development.

[00:10:51] So now you have like the start of a Facebook ad, you have to start a letter and you've got your targeting all down. You're targeting women that like Marie Forleo, like Jensen, Sarah, like Bruce Lipton. Identify as entrepreneur. And now your ad targeting is all figured out. So now you got your Facebook ads running and your Facebook ad says, for those that are fanatic about personal development, how many things don't you say when you're talking to someone who isn't right?

[00:11:15] And then for those of you fanatic about personal development. How would it feel to know that any book in any topic, in any road that you want to go down, the person will be excited when you bring it up. There's a special loneliness with those of us that are fanatic about personal development, and that's a very, very peculiar cut.

[00:11:36] Of loneliness. So clear customer, clear result, create their global missions around others who are fanatic about personal development because they love growing. That's ordinary language, and then community and collaboration. For me, those are really heady words.

[00:11:56] Diana: [00:11:56] Yeah.

[00:11:56] dane: [00:11:56] So will it the ordinary, let yourself be [00:12:00] ordinary.

[00:12:00] I had a friend of mine and he's this like men's coach and he's like, dude, the stuff that we do is like revolutionary. Like it transforms a man and like they're just never the same. And I was like, humor me for a second and try this. What we do is not very special. In fact, I imagine the Mayans did it 5,000 years ago.

[00:12:20] You know what we do is very basic. Very simple. It's just what happens is the results are so profound. It makes it feel like magic, but ultimately what we're doing is really fundamentally simple stuff. You see how that's more ordinary?

[00:12:34] Diana: [00:12:34] Yeah. I mean that really just like saying what we do is simple, really creates this power around it for people to relate

[00:12:41] dane: [00:12:41] is humility too.

[00:12:42] It's a lot of humility. It's like, you know, what we do is real basic and you know, I've got aspects of myself that identify as worthless, unconsciously, right? That's not who I am. Just these identities that things that identify and when those are unconscious and not noticed and not active. The stuff I do is the greatest thing in the world.

[00:13:00] But then it's like my sense of value comes on and I get more present to it. It's like, you know, this stuff really means a lot to me and I'm just happy that it's basic.

[00:13:08] Diana: [00:13:08] Yeah. I mean, and I think that the reach that you get doing something like that changes because you know, people, like you said, everything's like all this big transformation and this and that, and that kind of becomes diluted in a way where.

[00:13:21] Everyone's like trying to sell the next big thing as opposed to saying, Hey, it's simple. It's like you don't need to be healed. The healing is within you. Like that concept of not trying to sell a problem or not trying to like make people feel broken and instead teaching them that you know, you are what you've been seeking the whole time.

[00:13:38] dane: [00:13:38] You are what you've been seeking the whole time. So, I mean, if that was your outcome for your events, that people were able to leave and embody that and say that that's a cool outcome for an event. Now, it doesn't matter if you're three day, six day, five day, it doesn't matter if you're chanting or like you're clear on your outcome for the events if that's your outcome.

[00:13:54] But you know, Jaco, maybe they leave with clarity of their global vision and blah, blah, blah, blah. But that's neither here nor there. That can sort [00:14:00] itself out and it will sort itself out when you have a clear customer and a clear result. So now let's go to back to this clear result. Create your global vision.

[00:14:08] Around people that are fanatic with personal development, a group of people that are fanatic about personal development, creating their global missions together.

[00:14:16] Diana: [00:14:16] Mmm.

[00:14:19] dane: [00:14:19] So now you're just real basic and simple, and you know what? You're clear. And so people will respond and they'll probably come the ones that are right, and you might grow pretty big and you'll be letting ordinary words do the work for you.

[00:14:35] Diana: [00:14:35] Is that personal development. They're global missions together,

[00:14:40] dane: [00:14:40] and you might say, finding and creating their global missions together, and now you're like, do you know you have a global mission within you? You can feel it, but you don't know what it is. Do you know what your global mission is and you're just afraid to say it out loud.

[00:14:51] We've got an experience that we'll call it forth. It's invite only. It's by application. We only let people in that are the perfect fit. If you're curious if you'd fit for this, we'll let you know apply here and then you can effectively turn people away. That would just kill the event.

[00:15:08] Diana: [00:15:08] Right? There's always those people who you're like, Oh man, that was an energy suck.

[00:15:13] dane: [00:15:13] Yeah, and that words you put in the ad too. The nice thing about these events is we filter every person, so no one's an energy suck. So now you've got your ad and you don't even have to worry about what the content of the retreat is. So tell me what you're thinking about.

[00:15:26] Diana: [00:15:26] Yeah, I'm doing a little bit of writing on this.

[00:15:29] Like we filter these events, so energy.

[00:15:36] dane: [00:15:36] If you'd like to hang out with people reading the star from zero book, listening to the start from zero podcasts, listening to the book on tape and build businesses with them and do it with people together. Visit start from zero.com forward slash starters.

[00:15:54] Diana: [00:15:54] Yeah. It's really interesting, like starting to kind of put this vision together because we're creating [00:16:00] already. We hosted a huge event this weekend. It was super, super successful. Everything just fell into place so easily. The event went off without a hitch. It was really incredible. And so now my team and I are talking about how do we move forward, like what do we create next?

[00:16:15] How do we create structure. You know, and then like verbiage and branding and things like that are definitely top of mind. You know, like those things are top of mind of how do we create a delivery and a momentum around it. I think that probably I need to do some market research. Yeah. And like get some more of those words, you know, like create 10 or 15 questions and.

[00:16:37] Create some of those words around like, you know, what are you looking for in your life right now? When you come to events like this, you know, what's your goal? What results would you like? Things like that. Just so we can get

[00:16:47] dane: [00:16:47] well, how do you feel about only targeting people who feel they have global missions, whether they're looking forward or they found it.

[00:16:54] Diana: [00:16:54] Well, that's the thing is like, I don't think it necessarily needs to be just a global mission. It's like people who have a mission in general, you know, ideally we want to encourage people to have a global mission, but I don't know if everyone necessarily would resonate on that level.

[00:17:09] dane: [00:17:09] It depends on who do you want to work with.

[00:17:11] Diana: [00:17:11] Yeah. I mean that is a hard question cause I also. I think that one of the things we've been talking about is helping people who don't even know they have a global mission yet.

[00:17:21] dane: [00:17:21] Okay. That's clear. So you just throw out global, you know, we help people find and create their mission around people who are fanatic about personal development.

[00:17:31] Diana: [00:17:31] I'm not

[00:17:31] dane: [00:17:31] sure. Instead of global mission.

[00:17:34] Diana: [00:17:34] It grew up with people who are personal development fanatics finding and creating their missions together. Yeah. I like that.

[00:17:45] He just got fixed yesterday and I had my hot on it class for this, so he's just like, mom, pay attention to me. I'm like, dude. You know how this come,

[00:17:56] dane: [00:17:56] what result does your dog want right now?

[00:17:58] Diana: [00:17:58] He wants attention [00:18:00] and he wants to go to the park and he definitely wants this cone off of his head.

[00:18:04] dane: [00:18:04] Can you feel how bad he wants the attention.

[00:18:07] Diana: [00:18:07] Yeah, totally sweet guy.

[00:18:10] dane: [00:18:10] Right? So can you tune that same energy to feeling how bad someone might want this result, what that result might be that might have a similar burn?

[00:18:20] Diana: [00:18:20] It's people looking for something more to life. That's really big. Like people who have been searching for. Something more. I mean, we had people tell us that all weekend.

[00:18:31] They're like, I've been looking for this. I've been trying to find this community. I've been trying to make these connections. I'm so glad you're doing this.

[00:18:39] dane: [00:18:39] Something more. What does more mean?

[00:18:41] Diana: [00:18:41] It means beyond where we're at now.

[00:18:44] dane: [00:18:44] So are you looking for something beyond where you're at right now? Otherwise, if you say you're looking for something more, we've already heard that from landmark.

[00:18:51] We've already heard that from so many people that. You might get away with it and you can easily find out by spending if you want our bucks on a Facebook ad. But you know, in terms of finding your clear customer and clear brand, we're close. And in terms of working with your team, if you make searching for your customer iterative instead of like definitive, then like that can be the discovery.

[00:19:12] You know, the most dangerous word in business, and you have any ideas what that might be.

[00:19:16] Diana: [00:19:16] Now

[00:19:17] dane: [00:19:17] guessing,

[00:19:21] guessing the customer. So, you know, interestingly thing like, you know, like we did this thing with, when I was doing music, when I was running ads anyway, you know, still expressing music or whatever. But when we were running ads, we ran a specific sort of advertising funnel. And we were able to identify that my cost to acquire a fan, a music fan was cheapest with Joshua rated listeners.

[00:19:45] It was most expensive with ed Sheeran. Ah,

[00:19:49] Diana: [00:19:49] wow.

[00:19:50] dane: [00:19:50] Which is interesting cause I've had more people say, I sound like ed Sheeran than Joshua Raiden. Yeah. But you know as so big and global, and probably everybody's targeting it.

[00:19:59] Diana: [00:19:59] Right.

[00:20:00] [00:20:00] dane: [00:20:00] But my cost to acquire a fan was like. 75% cheaper. Wow. So I invested my resources in acquiring those fans.

[00:20:10] Diana: [00:20:10] Yeah, sounds smart.

[00:20:11] dane: [00:20:11] But we had like 10 or 15 art and Jack Johnson, ed Sheeran, Joshua Raiden, and I do actually, I deeply resonate with Joshua Raven's music.

[00:20:20] Diana: [00:20:20] Right? But it's like, how would you have even known if you hadn't done that really valuable research to find out that those are the people who are most likely to.

[00:20:30] dane: [00:20:30] Well for the cheapest cause I could get an insurance fan for a dollar 50 I could get a Joshua raving fan for 40 cents. Wow. So if you make searching for your customer iterative, then like you're like, Oh, this is why picking the customer so hard. Cause you know Dane hasn't told me this yet because you haven't learned this.

[00:20:50] Like it's just that, I don't know why people say pick your target market, but I've never heard anybody say iterate your way to your target market. And that's really why. One of the many reasons why I think business can be so easy and fun is so the businesses that I've started where I am like, let's see what happens versus the businesses I start where I try and say what I want to happen.

[00:21:11] The businesses that I start where I'm like, let's do this and see what happens. Work really, really well. The businesses that I try to like declare what they do. Who am I to say that? Because the Cardinal rule of successful entrepreneurship is that we don't get to decide what works.

[00:21:27] Diana: [00:21:27] Yeah.

[00:21:28] dane: [00:21:28] So with that, then we're like, okay, since we don't get to decide what works, we're not going to try to say what works.

[00:21:32] We're going to find out. So now when you go to your team and you put together a system and be like, okay guys, we're going to put together five different retreat concepts as a promotion piece on Facebook, and we're going to target 12 different customer avatars, and we're going to create 10 different marketing messages.

[00:21:49] We're going to spend $300 on each. So that'd be $3,600 if we did 12 and we're going to see what our most profitable demographic, profitable message [00:22:00] is to build our retreats with. Now you're a business.

[00:22:03] Diana: [00:22:03] I mean, and that's really the goal, right? Is to create something that is super, super powerful.

[00:22:10] dane: [00:22:10] You get to iterate your way there.

[00:22:11] Yeah. And so then where's the risk in business? I'm so happy you're talking to me now as you're starting this, it's going to make a big difference.

[00:22:19] Diana: [00:22:19] Yeah, it really is. I mean, that's gonna like set some groundwork for clarity for sure.

[00:22:24] dane: [00:22:24] So tell me the three key spines of a business,

[00:22:27] Diana: [00:22:27] clear customer, clear results and clear mechanism.

[00:22:30] dane: [00:22:30] Hmm. You might want to throw ordinary language,

[00:22:36] Diana: [00:22:36] right?

[00:22:37] dane: [00:22:37] This is a struggle. Okay. Let me pull up something. I'll show you, for example, how I evolved. Okay. So this is a part of the podcast. So in terms of starting the podcast, I'm crazy excited about it. I'm super passionate. Everybody should listen. It's the greatest thing ever. You know all this crap. All right, so here's what I wrote for Roy.

[00:22:52] One of my drafts, this podcast is for starting entrepreneurs, folks trying to create financial freedom while juggling families, marriages, kids, careers and bills. I bring guests on who are starting from scratch, and I showed them how to start making lots of money as new entrepreneurs. You can listen to the conversations and hear what I tell them.

[00:23:09] We have 15 millionaire students and counting who followed the same lessons. Success is a pattern, and you'll get to see those patterns through each episode.

[00:23:18] Diana: [00:23:18] It's

[00:23:19] dane: [00:23:19] powerful. And you know, I like it. And as I was reading it, I was like, it's too many words. Cause I'm like, you know what, if an experienced entrepreneur listens to this and they got back to the basics, they can make lots of money by hearing this stuff.

[00:23:32] Cause not many entrepreneurs are aligned on clear customer, clear result, clear mechanism when, when they are Holy crap. Right? So it's not just for starting entrepreneurs. And then, you know, it's not just for people juggling families, marriage, careers and bills. Cause you're not a starting entrepreneur.

[00:23:45] You've had your own business for awhile. So I'm like really searching for this and I'm struggling to articulate. So here's what I ended up coming to. It's like two lines. Watch me mentor people and tell them how to make lots of money without [00:24:00] compromising who they are. Wow. We have over 15 million students in counting.

[00:24:04] Wow. That's all it is now.

[00:24:06] Diana: [00:24:06] Yeah. That's titrated down and precise yet broad. You know,

[00:24:11] dane: [00:24:11] it took some work,

[00:24:12] Diana: [00:24:12] I bet, because you had some really great verbiage in that first one, but yeah. How do you titrate down that message and make it

[00:24:20] dane: [00:24:20] clear an ordinary. Yeah. Hey, lots of money without compromising who you are.

[00:24:26] Cause you know, I had watched me mentor people and tell them how to make lots of money. I was like, that's awesome. I'd love it. I was like, wait, there's going to be some jaded people that don't really, I got to capture the folks that feel like they have to sell their soul to be successful. Yeah. So let me capture those.

[00:24:40] Okay. Without compromising who they are and without compromising who they are. That's my most favorite part, cause it was the hardest thing to have to still down to like five words.

[00:24:47] Diana: [00:24:47] Yeah. I really liked that because that applies to everyone and people feel like, Oh yeah, I can get this type of mentorship and still be me.

[00:24:58] You know, like I've paid for business coaches that I've been into their boxes.

[00:25:05] dane: [00:25:05] If you'd like to learn how to make money and you need a path to do it, visit start from zero.com and you'll see a whole context of how you can actually get started. There's a three phase process that you can go through. If you're a beginner, intermediate, or advanced, go there. It'll tell you exactly what to do, where to go, and how to get started, and you don't need money for some of the options.

[00:25:27] And if you do have money, you can buy some of the other options. It's all laid out for you with crystal. Clear clarity@startfromzero.com where do you go and what do you do? You'll find out there,

[00:25:42] Diana: [00:25:42] you know, and follow their ideals and like fit into who they are as opposed to it being who I am. Wow. That's

[00:25:49] dane: [00:25:49] great. Well, yeah, it's a pleasure to serve you. It's a pleasure to feel listened to and heard and to feel like things are landing. So where are you at right now? What are you thinking about? What are your next steps?

[00:26:00] [00:26:00] Diana: [00:26:00] Yeah, I mean, it's like, so how do I really like, now that I've got these concepts about, you know, a group of people who are personal development fanatics, finding, creating their missions together. Yeah. We're throwing around this idea of using true you. Cause that was our event was, you know, I'm like, I do not subscribe to the new year new you bullshit.

[00:26:20] Like it's a new year. I am still me. Like, you know, I'm not compromising who I am just because it's a new year. And so we called it new year. True you. And true you has really stuck. So it's like, you know, you are the truth. You've been seeking and like I want to start figuring out ways to implement that into this kind of.

[00:26:39] Simple, clear,

[00:26:42] dane: [00:26:42] true. You could work for like a conference name is powerful, but that's like the mechanism name. Got it. Cause the result they want that people don't say, I want to be a true you. Right. They say

[00:26:54] Diana: [00:26:54] a person development, they want the community, they want the

[00:26:57] dane: [00:26:57] mission. I don't even know if people want personal development.

[00:27:00] They might just want to feel better looking for the next person on development. Hi.

[00:27:03] Diana: [00:27:03] Yeah. There is a lot of that. A lot of shelf help out there.

[00:27:06] dane: [00:27:06] So like. I think what they would like is to be, you have to find out less lonely and around people that have the same language, they use

[00:27:16] Diana: [00:27:16] people that get up.

[00:27:16] dane: [00:27:16] So you have the people who are personal development fanatics working on their mission around each other.

[00:27:21] And you might have that too. People who are personal development fanatics that feel like the odd ball out wherever they go. A place for us to get together and hang out. And you might actually find out that the thing they just want is connection.

[00:27:35] Diana: [00:27:35] That's true. I mean, that I think is so far in all the events I've hosted what most people are really craving.

[00:27:40] dane: [00:27:40] Yeah. So I think your next steps are probably realistically like, do you have to go fast with this or can you let it grow like a flower?

[00:27:48] Diana: [00:27:48] Well, it's definitely going to be a blossoming experience, so we've created a goal on how to kind of move forward from here. We're going to start hosting a monthly meetups, [00:28:00] do another day long event in the spring.

[00:28:04] And then likely we're going to call it like a little staycation or something like that because I just don't really lean into the retreat. It's like we're not retreating from anything. We're actually immersing ourselves and going inward. So our goal is to do one of those in the early summer.

[00:28:16] dane: [00:28:16] How many people?

[00:28:17] Diana: [00:28:17] We haven't made it that far yet. I would imagine our goal would probably be 50 people. Maybe last, maybe like 40 depending on how big of a center or a house we can find.

[00:28:27] dane: [00:28:27] So yeah, if you start leasing like one ad every week or every two or three days and it's got a different demographic or has the same demographic, but it's a little bit of a different message.

[00:28:36] But the funnel is essentially personal development, phonetics, working on their mission and or just coming together to just be in connection. And not everyone's invited cause there's no vampires kind of thing. And if you'd like to see if you're a good fit, not everybody is. We can schedule a call and chat.

[00:28:53] And then you just talk to each person. Do you have a price for the event?

[00:28:57] Diana: [00:28:57] Like I said, I mean, we literally just had our first event this last weekend, and so we did our de frag from that, and we have some planning meetings for the next week set up. Then we're kind of developing from there. Oh yeah. So we're, I mean, like I said, it's partnerships.

[00:29:14] I really, we haven't even started any dev on that, on what it would be. I'd imagine our high would probably be in the five to 600 range. We might have some mid range tickets around, like, you know, three to four. And I don't know if we would go much different than that besides like having a couple of scholarship options and those would be scholarship or support.

[00:29:33] So they would come in and they would support staff us and in that they would get the scholarship to be able to attend.

[00:29:39] dane: [00:29:39] How would you feel the most recent event.

[00:29:41] Diana: [00:29:41] Facebook and like networking, talking to people.

[00:29:45] dane: [00:29:45] What do you mean by Facebook? What'd you do on

[00:29:46] Diana: [00:29:46] Facebook? Like invited people on Facebook and then wrote to them and text message.

[00:29:51] We didn't do any paid ads. We've put no money into marketing

[00:29:54] dane: [00:29:54] and how many showed up?

[00:29:55] Diana: [00:29:55] We had 30 people show up for the [00:30:00] mastermind and then we had another 50 people show up for the party. So we have party only option as well, which worked out really well.

[00:30:07] dane: [00:30:07] How did you sell it? What result did you tell them to get?

[00:30:10] Or how'd you talk about it that had them interested?

[00:30:12] Diana: [00:30:12] Yeah, so besides, one thing we learned for sure was having like a schedule out way in advance. It was, you know, kind of what we're talking about now. Like, you know, it's the new year and what is your true, you could come out, we're not trying to change.

[00:30:26] We're working on refining. I could look at our copy. It's like, imagine kicking off the new year with a group of 40 specially curated conscious leaders, visionaries and creators. At a beautiful mansion overlooking downtown Austin, connecting deeply with your future self, optimizing times past and aligned with what you're calling in as we embark on the first year of a new decade.

[00:30:46] dane: [00:30:46] Connection with correctable and clarity and vision.

[00:30:48] Diana: [00:30:48] Yep. You have a big vision for 2020 and none of us can do it alone.

[00:30:53] dane: [00:30:53] So it's simple connection with people and clarity of vision. And that said really well. You know, the most famous Roman emperors are the ones that gave people food and fun.

[00:31:03] Diana: [00:31:03] Yeah. Food and fun.

[00:31:05] That's definitely what we did. Food fun.

[00:31:08] dane: [00:31:08] And you know, that might be enough as well. Food and fun with personal development fanatics. No, I personally go to that. A low commitment night. So you could do food and fun with personal development fanatics. That's it. That's all you say. I'm like, I'm interested. I'm all drive.

[00:31:22] I'll come as a free evening for a dinner. Or you just come to a dinner and then at the end of the dinner you say, Hey, if you guys like this, we're going to do this for three or four days in event this summer. And sometimes it takes while for the clarity of this stuff to emerge. But now if you were to run some pretty cool ads around the area.

[00:31:39] And it was food and fun with personal development fanatics and you were to hold a free monthly dinner that people could come to. And at the middle of that dinner, you invite people either to some sort of monthly thing, weekly thing, live event. That's probably how I would run it. And then you don't even have to have people apply phone

[00:31:57] Diana: [00:31:57] calls.

[00:31:59] Yeah, I mean that's [00:32:00] definitely the own cause thing. That's like that extra followup was for sure one of our sticking points that was like, okay, this is a little bit of a challenge. She, you know, like following up with people and you know, like this bandwidth wise, that takes a lot. I mean, it still happened pretty authentically.

[00:32:16] We had five more spots for our mastermind lasted, so that would have been nice to have those fall.

[00:32:21] dane: [00:32:21] Good questions. Do you have,

[00:32:22] Diana: [00:32:22] do you think that model seems pretty viable, like having three times a year, day long, one time of year, three day, and then three monthly meetups in between?

[00:32:33] dane: [00:32:33] I hesitate to offer an opinion.

[00:32:34] It doesn't seem like, no. I usually like to get my answers from the horses mouth. Like you don't want to ask your team that you don't want to ask your friends that the only person you want to ask that is the person that's attending your event.

[00:32:48] Diana: [00:32:48] Yeah, I definitely feel like I need to do more market research

[00:32:51] dane: [00:32:51] because otherwise you've got a bunch of people in a room guessing.

[00:32:54] Yeah. Okay, so here's what happened with the call first. You mentioned the goal to get clarity. Then we set the context for if you couldn't fail, what would you do? You answered instantaneously, I want to do events. Then you started talking about the events. You were like, we'll do this events and these events and this, and it's very easy and fun and excited to get into the details of the event.

[00:33:14] But what happened was you were in the world of mechanism, which doesn't move a business forward. It just helps you paint the room a little bit better. So we gave you context for the spine of a very successful business, which is a clear customer. A clear result and a clear mechanism. Then we spent most of the rest of time on this call on who your customer might be and the result they're looking for, and then of course, we would try those out to make sure that's all accurate.

[00:33:42] We talked about iterating the Facebook ads to find the most profitable music fan or in this case person for you. Then. I was realizing that I was giving you a bunch of theories to try and so I asked you about the reality of what worked. How did you [00:34:00] get people 30 you just invited them by hand. Well, if you had 30 by hand, you'll probably be able to get 50 easy without having to do any paid ads.

[00:34:07] If you only want 50. So we did is we actually went and looked at what worked. When we looked at what worked, we started figuring out and talking about more about the results of what people want. As we got more and more clear on the results were like, you know, food and fun is a big thing. We don't want to underestimate that that's ordinary.

[00:34:23] It's like, Hey, come have food and fun, but at the same time, very compelling. We also got clear on the personal development fanatic language. That's a very, very nice differentiator that I think you'll have using that language. Then we looked at the kind of funnel that could fill this, and we are looking at a Facebook funnel, ideally with a video that tells people if they're personal development fanatics to come to the monthly thing, food and fun.

[00:34:50] It's invite only request an invite, and then at those dinners you just sell people into the. Event, and if you did that well and went all in and promoted the dinners effectively and then have the upsell during like the middle of the dinner, you could potentially have like a 50 to 150 person event, but that's kind of the arc of the show.

[00:35:10] Did I miss anything or anything you want to share to that?

[00:35:13] Diana: [00:35:13] That sounds about right. Yeah, that was a really good recap.

[00:35:16] dane: [00:35:16] Nice. I like how this has evolved. Yeah. I'm very excited and I definitely want to come to a food and fun personal development fanatic dinner.

[00:35:25] Diana: [00:35:25] Yes, please. That would be awesome.

[00:35:27] dane: [00:35:27] The retreats are a little bit too much of a commitment for me.

[00:35:29] Being in the mastermind would be much, but like I would always be a contributor to the food and fun dinner evenings for sure.

[00:35:35] Diana: [00:35:35] I love it. Yeah. Maybe you could come and do some music. Those are always some of my favorite experiences with you. For sure.

[00:35:41] dane: [00:35:41] Thank you. Yeah, it can be pretty rad. Is there anything else.

[00:35:44] Diana: [00:35:44] Yeah, I mean, that feels pretty in alignment. You know, it's just about really working on the backend and dev and not guessing. You know, getting to a point where we have clarity on what our target demo wants and you know who they are and where they're [00:36:00] at, and how we connect them and what we're offering them.

[00:36:03] In the form of their results as opposed to that mechanism.

[00:36:07] dane: [00:36:07] Whoa. Yes. You'll go up to legendary status. Like if you look at some super big businesses, they're generally really good about just being super clear on results. Yeah. They'll have like a picture of someone that's like lost a hundred pounds,

[00:36:21] Diana: [00:36:21] right?

[00:36:22] It's like nobody cares that you're eating a diet and you're doing this. They just care the a hundred pounds. Yeah. So true. Awesome. Yeah, this is a great session. Thank you for your guidance and your wisdom and insights. Really nice to just chat with you and reconnect again after all this

[00:36:40] dane: [00:36:40] time. So for years, people have been asking me, what's the big secret?

[00:36:44] How do I do this? And the answer is simple. My life took off when I had mentors. Too many people try to do this stuff alone and get stuck and give up. Listen, if you haven't succeeded in business or entrepreneurship yet, it's simple. You haven't failed enough yet. You haven't been around enough mentors yet.

[00:37:01] If you combine failure with mentorship, you will fly. I had someone say, why are so many people so more successful than me? How come I can't get this right? And they said, well, how many times you failed? He's like, well, a lot of times I'm like, have you failed more than 10 times? He said, no. I was like, you haven't failed enough yet.

[00:37:16] You haven't been around mentors enough. Yes, failure is how you learn. Michael Jordan has missed so many game winning shots. You've got to get out there and fail and how are you going to do that if you're all by yourself all alone? Beating yourself up in your own thoughts. Listen, I'm going to give you access to my board of advisors, my board of advisors that I talk to sometimes every day.

[00:37:36] I'm going to give you access to them every month, live for you to ask questions and get your mindset on straight. They're going to ask you questions that are hard for you to answer. Those are the kinds of people you want in your life. You're also going to get access to not only the board of advisors, but my entire community, the start from zero community, all the entrepreneurs that are practicing these things, building these businesses.

[00:37:57] You'll get access to this community and this board of [00:38:00] advisors and much more with the new program we've launched called start from zero.com for slash starters and you can see how you can get access to my board of advisors and ask them anything you want. Monthly, you'll get automated accountability to stay focused.

[00:38:14] You get a community of other people all building businesses with a start from zero methodology. And guess what? You get kicked out of this community if you do not take action. So it is serious people. So if you'd like. Access to that information about that. Go to start from zero.com forward slash starters and it's about time that we get together and strengthen each other and fail together and pick each other back up together and show each other each other's blind spots and ask the hard questions and drive each other to that golden finish line of a business that you don't have to work in a business that provides freedom.

[00:38:49] So you can sit around on a Tuesday and watch HBO if you want. All right, start from zero.com forward slash starter.