Chapter 11

Bringing it all together

Lets round up what we’ve covered.

First, we discussed the basics and concluded that…

Getting back to ‘First Principles’ is about asking and then answering difficult questions. Conventional thinking doesn’t cut it.

Which is why I challenge you to question the conventional marketing speak, you see everywhere on social media and go back to ‘first principles’.

Such as…

The most important asset in your business is your audience.

Marketing is not about tools and tactics. It’s about knowing your people better than anyone else then communicating with them effectively.

And how do you do that?

Stories have been around since the dawn of time.

Why?

Because they attract, engage, motivate and inspire people to achieve things they never dreamed were possible.

Which is how Elon Musk put a team of engineers and scientists together at SpaceX who believed in the same goal as he did… to build cheaper rockets and eventually land people on Mars.

That’s a fact.

Stories change the chemistry of our bodies.

The Significant Object Study proved beyond doubt that stories increase the perceived value of simple thrift stores objects. 200 objects bought for $129 were sold on ebay each with stories attached for sold for close to $8000.

Next, we decided that you must be prepared to make your own decisions based on your own circumstances and not blindly follow others, in the hope what they are doing will work for you too.

The ‘first principle’ being that you have to make these decisions based on where you are on your journey

And

#1: Identify the values that guide your business.

#2: Decide your number one business metric (happy customers).

#3: Agree that social media is about to change forever.

#4: Never become over dependent on one platform.

Following on from this, we discussed the theory of constraints, and how that makes our Long Term Business a circular system.

The ‘first principle’ being that the most important piece of your system is the 6 inches of space between your ears.

If you are self-sabotaging sales calls, it’s odds on that there are other instances of the same behaviour.

To take that a step further, if you optimise your ability to show up as you truly are in your business then every part of the system will be affected.

There is a lot more to this than changing our mindset.

It is about shining a light into the dark corners of the ‘attic’ and coming to terms with ideas and events that we have been trying to push away or ignore.

Showing up as who you truly are involves discovering your core power.

Doing this is a ‘first principle’ for the success of our LTB.

Then the road blocks we have put in the way of our progress can be identified and removed.

Part of this process is to identify our values.

These are a set of first principles for our own personal internal OS.

Immutable.

Unchangeable.

When you take each of your values and make it the moral of a story it acts like a magnet pushing away the people who do not feel aligned with it and attracting the people who do.

This is the way you make sure you only do business with the people you want to do business with.

Your core values are your brand.

They are what it stands for.

They are what you stand for.

Combine your values with the #1 outcome you want your LTB to produce and you have the necessary rails on which your business will run.

These principles are the filter that every one of your decisions will be passed through.

So how do you communicate your ‘first principles’ to your audience?

First and foremost by being open and transparent in everything you do and say and by telling stories that illustrate the point you wish to make in an engaging way.

Story matters.

It is a ‘first principle’.

All we have to do is develop the skill to use stories in a strategic way in our branding and in our marketing.

Story inception is that strategic way.

So here are the ‘first principles’ we have discussed.

First Principles’ is about asking and then answering difficult questions. Conventional thinking doesn’t cut it.

The most important asset your Long Term Business possesses is your audience which is why you should treat everyone like customers even before money changes hands.

We must be prepared to make your own decisions based on your own circumstances and not blindly follow others because no one else is operating the exact same environment.

Story Matters… A memorable story has the power to inspire people to achieve something they never dreamt was possible.

To make your values the morals of your stories is a first principle for attracting customers who you want to work with.

To work on your core being so you can show up as the real you is a first principle for your LTB.

Getting back to ‘First Principles’ is about asking and then answering difficult questions. Conventional thinking doesn’t cut it.

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