The Secret Sales Script

The Secret Sales Script

The potential client is sitting in front of you.

You’ve done some uncomfortable work to get the person here. You’ve asked a client how you can help his or her friends. Or you’ve been sending texts and emails and double dialing to urge a person to show up for an appointment. Or maybe you’ve spent $100 on Facebook ads just to get a good lead. Whatever the situation, there’s a lot on the line.

Now what do you say?

That depends on the client. As you’re about to read, no secret sales script, no memorized lines and no “gotcha!” close will solve all your problems.

There is a proven process—we teach it in the Incubator—and great ways to overcome objections to price and schedule. Those are also in the Incubator. But the real truth we teach—the best way to sell anything—is this:

– Make someone comfortable.

– Ask what the person wants to achieve. Get a clear picture of his or her vision of success.

– Using your expertise, show a clear path to success.

– If you can, give the person the first step right away.

– State the price.

– Ask how the person would like to pay.

We teach this in a “tree” format: If the person gives X objection, ask Y question next, etc. But the core of a good sales process is care: If you care about the person, you’ll be curious enough to ask the next question.

The process should feel normal, not rehearsed. So the real secret isn’t a script: It’s reps.


The Real Game Breaker


In fall 2019, we tracked sales conversions in Two-Brain gyms. A few dozen did a “specialist” call with one of our mentors to focus solely on sales. And while every call showed a good return for a month, conversions actually dipped back to baseline after two or three months.

But why? The gym owners had the knowledge forever; they didn’t magically forget the questions to ask or how often to follow up with their leads.

I was happy to see the short-term improvements in conversions, but I wasn’t satisfied. So I started digging deeper. What I found was that it’s not really the script that matters in the long term. It’s not the knowledge of how to overcome objections. It’s the reps.

When we assigned Two-Brain gym owners more reps at selling, their conversion numbers came up—and stayed up. If they stopped practicing, their conversion numbers dipped again.

Like a tennis backhand, if you don’t practice your sales process, you get rusty.

To be effective at sales, you have to be comfortable selling.


Practice—Then Practice Some More


In 2008, when every client who came in the door at Catalyst represented money I desperately needed, I had a pretty poor close rate—maybe 70 percent. Keep in mind that these folks were sold on my service until I talked to them. Facepalm.

By 2018, I was so comfortable with selling that many new clients would say something like this while handing me a credit card: “Thank you! I was worried this was going to be a sales pitch!” The sales process felt completely natural to me by then because I’d done it 1,000 times.

The fastest way to increase your conversion rate is to practice doing conversions. That means getting your reps in.

We now prescribe practice reps to gym owners in our Incubator and Growth programs. We make it fun—we have a scenario card deck so people can “play” at sales. Here are five sample scenarios from our deck of over 50.

We also make gym owners practice sales before we teach them how to run ads because we don’t want them to waste money. On the Two-Brain Roadmap, we guide gym owners through everything in the correct order. For example, they have to reach Level 7 in Sales before they start Level 1 in Paid Lead Generation. That means reps.

Just like there’s no secret program or diet, there’s no secret sales script. Just reps.

The Dark Side of Your Business

The Dark Side of Your Business

When you get a coaching job, you should try to be the best coach you can.

When you open a business, you have to sell.

Fitness is a hard business. No one is compelled to work out. Most people don’t want to work out. No one wants to do meal prep on Sunday nights.

Like it or not, you have to sell people on the idea of doing something they don’t like. Then you have to sell them on the idea that they will like your service better than the alternatives. Then you have to sell them on the idea that your price carries better value. And then you have to sell them on continuing—every damn day.

In this series, I’m going to shine light on the “Dark Side of Your Business.” I’ll tell you:

– Why you don’t need secret scripts (and what you actually do need).

– Why you don’t have to feel like a slime ball to sell more.

– Why I write about “selling” more than anything else these days.

– The huge epiphanies I learned from my first coach, Joe Marcoux (he’ll actually be on Two-Brain Radio with me).

First: the two sides to your business.


Operations and Audience


Your business has two parts.

First, operations. This is how you actually deliver your service. Great operations mean excellent coaching and care for your clients, consistency in your pricing, and clarity in your processes. A great measure of your operational excellence is how long people stay with your gym (we call that length of engagement or LEG).

Second, audience. This is how many people pay attention and how many of those people pay you money. Great audience building means high-value sales, following a Prescriptive Model, and using the Help First philosophy. A great measure of your audience-building excellence is how much people pay for your service (we call that average revenue per member or ARM).

Now, most coaching businesses and certifying agencies don’t tell you about the second part.

They say, “Just be a great coach and your clients will refer their friends!” or “Follow the path from Level 1 coach to Level 4 coach and you’ll make more money.”

Of course, they’re selling certifications. But I don’t need to give you my opinion on the value of this advice: Just ask yourself if it’s been true for you.

The truth reported to us by thousands of gym owners is this: It’s not enough to wait and hope. Your clients aren’t salespeople. You have to take control of the conversation and build your audience. As a business owner, that’s your job.


How to Build an Audience


First, you need to know exactly what your “core” audience wants. Then give it to them. This almost always results in your clients paying more (an increase in their ARM) for longer (an increase in their LEG).

Tip: They don’t all want the same group classes forever.

Second, you need to know what the people closest to your clients want.

Tip: You can give these people what they want, too.

Third, you need to tell strangers how you’ll solve their problems.

Tip: If you can’t actually solve their problems, don’t waste money on marketing.

Start from the inside out. Most gym owners don’t actually know what their best clients want from them or how much they’re willing to pay for it. Why would they start spending money on marketing before they figure this out?

You don’t need to hire a special “sales training” or “marketing” program. We teach you how to do all of it in the first stage of mentorship, then give you access to sales specialists in the second stage.

“Don’t find an audience for your product. Find products for your audience.” —Seth Godin

“Your Gym Sucks”: How to Deal With Comments on Facebook Ads

“Your Gym Sucks”: How to Deal With Comments on Facebook Ads

Mike (00:02):

Oh, this is a great comment. “Love your vibe. Another good one. “This gym is fire.” I agree. Oh, another good one. “I can’t wait to get her done at your gym.” Ah, this is. Wait a second. “Hey loser. Your gym sucks. You suck. This ad sucks and your program sucks. I hate you and hate your logo.” Mateo, you see this comment on my ad? This is open hostility.

Mateo (00:26):

That’s pretty brutal there.

Mike (00:29):

I’m going to respond. I think I’m just gonna do something super defensive and obscenely passive aggressive. What do you think? Just go with it?

Mateo (00:37):

Well, as satisfying as that may be, I don’t know that that is the best course of action.

Mike (00:45):

All right, I’ll just delete this jerk store comment I was going to write. OK. All right. OK. Let’s talk about it. I don’t know what I’m doing. In this edition of Two-Brain Radio, we’ll go over dealing with comments left on Facebook ads. Should you delete them? Should you respond? What should you do? We’ll be back with marketing expert, Mateo Lopez right after this. Want to add $5,000 in monthly revenue to your gym? You can. If you want to know how, you can talk to a certified Two-Brain Business mentor for free. Book a call at today. And we are back.

Mike (01:17):

I am still bummed about this brutally hostile comment on my ads. So we’re going to talk about how to deal with it. Mateo, you’ve run a lot of ads. Have you seen some just vicious trolls coming out from under the bridge to rip into your ads?

Mateo (01:30):

I actually haven’t seen anything too vicious, but I have definitely seen like—personally, but with clients in other parts of the world and parts of the country, I’ve definitely seen my fair share of some weird comments.

Mike (01:45):

What kind of stuff have you seen? Was it as bad as the one that I just got?

Mateo (01:50):

Sometimes, you know, thinking this is like some kind of scam or I’ve seen someone just like hate on the image, especially if I use one of the stock images. I’ve definitely seen people just like hate on like, I hate this branding. I hate this image. I hate this like headline. Like this is so slimy or whatever. Like I’ve seen that before. Some people just like don’t like the—like you’re saying attention Hoboken locals. You ready to get fit? Like some people just hate that.

Mike (02:27):

What’s there to hate there? I don’t get it.

Mateo (02:31):

I don’t either. But you know—.

Mike (02:34):

Trolls gotta troll.

Mateo (02:35):

People online are strange these days. People are very strange these days.

Mike (02:39):

Yeah, I’ve seen some nasty ones. Again, personally, I haven’t had a whole lot of bad ones on stuff that I’ve done, but I haven’t done a ton of advertising. I have seen some other ones, and sometimes on Two-Brain Business we’ll get some people coming out and grinding axes and so forth. And then you’ll often see just on, you know, just on Facebook pages, you’ll see sometimes people roll in, not even on ads, just rolling in and dropping, you know, nasty stuff all over the place. So we’ll ask you this question. When you get cranky people on your ads and they leave comments, should you engage them? What do you think?

Mateo (03:12):

Honestly, I think it’s dealer’s choice on that one. The one I’ll see the most, what’s the price, what’s the price? What’s the price?

Mike (03:19):

Let’s get to that one in a bit.

Mateo (03:21):

And so if it’s something like that where it’s not openly hostile, you know, it’s just a question. If it’s a question, yeah, go ahead and try and do your best to answer it. You know that that’s an opportunity for you to start a dialogue with someone. So yeah, if it’s a question, feel free to start engaging and getting them to either start a DM with you or to book an intro with you, direct them to your scheduling link.

Mike (03:48):

I’ll ask you a quick question right about that. So would it be better to respond to that question in the thread and try and share with the world or would you recommend that people kind of, you know, hit like and go to DM? What’s better?

Mateo (04:01):

Yeah, it kind of depends on the question. If it’s something that you think people would benefit from knowing the answer to, like, this program is for everyone. Don’t worry, you don’t have to be in shape to start, click here to book your intro. That’s something that you can post publicly in response to someone asking you, Hey, this looks intimidating, a little scary. Or, Hey, should we do it? I’m scared. I’m nervous. Yeah. So that’s obviously a response that wouldn’t hurt for everyone to see. But yeah, something on pricing, that’s something like, yep, our programs are, you know, tailor-made for every person. They’re fully customizable, the best way to understand what’s gonna be the right package for you or right fit for you or right program for you, let’s take this offline. You know what I mean? But then in terms of the negative ones, you know, I’ve never really found a way in which you can turn that one around into your favor. I’d rather just not engage. Do not engage, do not engage.

Mike (05:01):

Yeah, it generally, and I’ve dealt with this more with nasty comments on blogs or things like that or articles that I’ve published in this or other jobs. There is rarely a way to engage people on the internet that doesn’t devolve into some sort of like, you know, mudslinging or passive aggressive or you know, whatever it is, it’s usually a bad deal. But at times there is a place for that. And I have waded into a few discussions and just said, like, you know, that is flat-out wrong when a guy has, you know, stepped out of line and is doing disservice to the readers. But in general, and that’s in an editorial context, in an advertising context, it’s even more different because you’re not looking to spark the best debate in the history of the internet in your ad, right?

Mateo (05:40):

Yeah, exactly. No, you’re not. You want people to take an action. Anything else is a distraction from that action. For some of the articles this happened last week in the CrossFit affiliate owners group, someone put this article about snatches or some post about snatches and it just fueled this a hundred-comment-long debate, which was the point. I think the point was to generate some engagement around this company’s, you know, brand or whatever. They were trying to get people to talk about this issue or whatever. But yeah, the place for that is not on your ad, not on your direct response ad.

Mike (06:17):

Along those lines, did you happen to see the Morning Chalk-Up the other week where there was that keto post? It was an op ed.

Mateo (06:26):

No, I did not.

Mateo (06:26):

Oh man, it got lit, my wife was telling me about it and I guess they put something up as an opinion editorial piece and the comments were savage and there were like some decent players in there, like a Layne Norton showed up and Patrick Vellner was in there and there was a bunch of people and it got heated to the point where they, I think they shut the comments down for a period just to cool people off.

Mateo (06:44):

What was the headline?

Mike (06:46):

I don’t remember, but I think someone was saying that the keto diet, you need to do it if you’re doing CrossFit. And there were people saying that this is irresponsible advice and all this other stuff. And again, I haven’t read the article so I can’t comment on it, but I know that there was a massive debate and again, on an opinion editorial piece, that’s where debate works and this one got out of control.

Mateo (07:05):

I think that was 100% on purpose. If I were to guess, that is 100%, that was very much probably, you know, they knew, I would be willing to bet they knew that saying something like that was going to be divisive and cause some outrage. And that’s the point with something like that. I mean, that’s how people sell newspapers. That’s exactly, you’re selling outrage one side or the other, or it’s keto is bad. Change my mind. You know, like that’s entirely the point of saying something like that.

Mike (07:41):

I wrote an op ed calling for about five years in a print paper a long time ago, and you literally some days will just pick an issue and take a side and write. And you’re trying to stir things up, but exactly what you said, getting that going in your ad when all you want people to do is click through and give you their contact info and book an appointment, getting people scrolling through these horrible comments and trolls is not going to do anything. So that is your first lesson here from this podcast is don’t start an angry debate in the comments of your ads.

Mateo (08:08):


Mike (08:08):

Let’s move on to the one the one you spoke about before, cause this is the huge one. And I had this happen on an ad that I put up. It’s the price stuff. We were offering a program, a six-week challenge, but the idea is that it’s customized to you. All our stuff said it’s customized to you. We find out all about you and it’s the stuff that you’ve written, Mateo, and we’re just trying to figure out what you need. We’re going to assign a challenge to you. And I got price, price, price, price, price questions and they spiraled. And as soon as there was like five or six, I think it turned into like 30 or 40. And all of a sudden that’s all anyone wanted to know. No clicking, no appointments booked, nothing. Have you seen that before? Yeah. So what do you do? What’s the way out of that?

Mateo (08:54):

So, you could go line by line and reply to each one and basically give your same canned to answer, which is this program has different levels depending on your needs. The best way to find out which program is going to be the right fit for you, book your No-Sweat Intro to find out, or you know, something along those lines, right? You could ahead and do that. Now there’s another option. And this might also help when you’re dealing with nasty comments and things like that. You can set up, at least at the time of this, recording, you can, I don’t know, people are gonna listen to this 10 years from now, this will still be the case. You can set up some moderation, I guess settings for your pages and that carries over into your ads.

Mateo (09:56):

So if you go into your business’ Facebook page, your business page in Facebook, you can actually go into settings and then you can scroll down. There’s something called page moderation. And then from there you can actually select words or phrases that you want to block. So that comments that contain these words, if someone replies to your page posts, for example, and they comment, if their comment contains one of these words, that comment will be blocked or need to be reviewed by you, right? So then you can put in words like price or scam, or this is bullshit.

Mike (10:39):

Or even designer sunglasses or Viagra or all the other stuff that shows up on my blog.

Mateo (10:45):

Exactly. There’s also a profanity filter as well. That’s a separate setting, but it’s right underneath where it says page moderation. So this will apply if someone comments on a post or makes a comment on your business page. But if you have these filters set up and you’re running ads on behalf of your business’ Facebook page, which in most cases, if you’re running ads, most of you out there are doing, those features will carry over. So if someone makes a comment, and they say one of your trigger words, there’ll be a blocked.

Mike (11:18):

And so you said they’re held for moderation. Like can you decide to let them go or how does that work?

Mateo (11:26):

I know they’re blocked. I have to see if you can actually moderate them, I know that they get blocked. I think you still get a notification. But I have to fact check that, don’t do a fake news on me, I have to fact check it. But I’m pretty confident you get a notification that Hey, someone commented on your ad, but I gotta double check that for you.

Mike (11:52):

So when you, and you can do this, like you can go through it without that filter. You can still go in and you can hide comments, correct?

Mateo (11:57):

Yeah, you could still go in one by one and do it. But if you don’t want anyone mentioning the word price or you know free, asking if it’s free, for example, you can block those two words and then that way no one will ever see those comments or think to ask it themselves, hopefully. Or maybe they will, but then they’ll get blocked.

Mike (12:21):

We will circle back in just a minute. First, this podcast is all about actionable steps and we always want to give you stuff to do. That is the Two-Brain Business way. Chris Cooper has created the new roadmap to wealth. It is an incredible app and it will literally tell you step by step how to create an amazing business. The best part, it is all based on data, the things the top gyms in the world are doing. There’s no guesswork. Just action and results. For more info about how a certified mentor can help you improve your business, visit to book a free call. Now, more actionable marketing stuff. So we’re talking about comments. And my question for you here is are there any issues, does Facebook look down upon thy ad if you block or delete or hide comments, what happens?

Mateo (13:07):

Yeah, I think that, you know, most of the business owners that we work with, they’re running ad campaigns and their spend is relatively small compared to the big players in the space. So, you know, I don’t think you’re generating enough traffic where you’re going to see a huge impact here. But yes, you know, Facebook wants to prioritize content, whether it’s a post or a paid post or ad. They want to prioritize the content that’s engaging, that people are looking at and sharing and following and commenting on. And so one of the metrics they use to judge engagement is comments, right? So if your ads aren’t receiving any comments whatsoever, they might rank a little lower. They might get a lower relevancy score. They might not get shown to the people in your audience as much as they would if the content was proved to be engaging by the Facebook gods.

Mateo (14:07):

So there is a little bit of a downside there. However, you know, I think you just have to weigh out the pros and cons. I think it’s beneficial to not have a bunch of bad comments cause that’s the flip side, right? You allow all the comments. Yeah, Facebook’s gonna see that people are engaging with your ad, but it’s in a negative way, right? If it’s a bunch of like a price or scammy or troll comments. So there’s a give and take.

Mike (14:35):

Yeah. The strategy that I use was exactly that where when I noticed that a number of price comments were triggering just a whole bunch more, I hid them and I messaged each of the people back directly and just gave them the pitch. And then I just put up a comment myself, just saying, here are answers to some common questions that people are answering. Or asking, pardon me. And I put up, you know, the same pitch that I was sending people by DM and that seemed to take care of a lot of it. And then what I was getting after that was legitimate comments about like, you know, when can I start or you know, do you still have spaces left or you know, I love that picture, whatever it was and that stuff, then I would obviously respond and that seemed to do the trick where I got rid of the nasty stuff and I was still generating some engagement.

Mateo (15:19):

Oh, now I’m learning from you, Mike, that’s a pretty good tip there. That’s a hot take there.

Mike (15:21):

Ah, I took all this, this all comes from your program, the Two-Brain Marketing stuff. And it was your ad copy as well. So that’s the stuff that was working, but I did get people, you know, once you see the price crew comes in and I’ll tell you this, I don’t think even one single time that I have messaged someone on price and I’ve tried like 10 or 12 or 15 different like schticks, not one has ever booked an appointment.

Mateo (15:47):

Oh yeah, no, I can speak anecdotally. I think that’s probably pretty true for me too. Yeah. If someone’s opening with that line, they’re probably not going to be—

Mike (16:03):

I tried, you know, it’s a premium service and it’s a 12 or $1,500 package. I’ve tried, we have things to suit all budgets. I’ve tried like our lowest offering, which is, you know, I think it’s about a hundred bucks up to, you know, it ranges from here to here. Literally nothing works. And the question that I ask is like, what do they actually want to hear? And I think what they want to hear is free.

Mateo (16:25):

Yeah. Yeah. Or if someone had a set price in mind that they knew they wanted to spend, then you just miraculously guess that.

Mike (16:35):


Mateo (16:35):

Exactly. Exactly. What you just said though, putting your comment as the top comment and in that comment a little mini FAQ there, I think that’s awesome.

Mike (16:52):

It seemed to help and that’s certainly, it’s like when I did that, it stopped the string of price comments and we started getting more appointments. So it seemed to work in this instance. And if you guys try it out and it works, leave us a comment and let us know. And I saw this in our private, marketing group, a question about, asking about comments popping up and so forth. And so I’ll ask this to you and you can answer it publicly. If you get a bunch of comments on an ad, should you try running, you know, copying that ad, running it again without the comments to see if it does better?

Mateo (17:29):

Yeah. 100%. You can just shut her down and try it again. And once you relaunch it, as long as you’re not, depending on the way you duplicate it, you can launch that ad on clean slate. So you definitely try that out for sure. You know, the way Facebook, it changes, but at one point, Facebook, the way they kind of presented your ad was, you know, you have your audience of a hundred people. It would, let’s just say for this example, it’s going to show it to that, you know, that, 20 in the corner over here and they’re going to laser focus in on that group. So if you were to restart it might choose a different pocket of that hundred, a different 20 or whatever it is, to show your ad to, so you might have better results showing it to a different cohort in your big audience if you have a large audience. So that could definitely work.

Mike (18:36):

So it’d be something to try, but again, it’s not foolproof, but if you’re out there and you figure that like the comments on my ad are the thing that’s preventing my ad from succeeding, you might just consider duplicating that thing and starting fresh.

Mateo (18:51):

Yeah. I mean, I rarely look at them. I rarely look at the comments. So, I don’t think that would be the make or break. Unless the first one was like, anyone who sees this do not click on it. It’s a scam. You might have to deal with that comment. But besides that, yeah, I wouldn’t stress out too much. Focus on your offer, focus on your copy, your image, focus on your lead nurture. Don’t stress about the comments.

Mike (19:26):

Haters gonna hate, trolls gonna troll. The last one I’ll ask is something we kind of talked about already, you said that engagement on an ad or any Facebook thing is a good thing. Does Facebook like it when you respond and interact with these people or do they just care that you got a comment from an organic person?

Mateo (19:45):

I don’t have a definitive answer for that, but yeah, if there’s a back and forth going on, I think that, yeah, if there’s some, any kind of engagement’s going to be going to be good. Having said that, if no one’s commenting and all the comments are just from you, I don’t think that’s good.

Mike (20:05):

It’s just talking to yourself and no one’s listening,

Mateo (20:08):

I don’t think that’s going to help. That being said, if you can generate replies right from people and they’re generally positive, right? That’s a good thing, right? If you’re getting the conversation going, people coming back for more, you’re gonna rank a little bit higher.

Mike (20:24):

And it still is a way to potentially, I mean, what we’re trying to do is start conversations. So if you can potentially start a conversation in a comment, continue in a DM and then finish it off in a sales meeting at your business, maybe that’s a win. So, the first thing that will tell you is do not, you know, fight the trolls. It is not the time to pull out your battle ax and slay a troll in the comment section of your ad. Do not do that. But comments are a good thing in general, unless they’re bad and if they are a bad thing, you can start looking at hiding. And you can also start using some of the filters that Facebook offers, with the caution on that is that if you hide every single comment on there, you’re killing your engagement. And Facebook may not be totally thrilled with that. So go case by case. Pretty accurate summary of what you advice you’ve got?

Mateo (21:12):

Couldn’t have said it better myself, Mike.

Mike (21:12):

There you go. Thank you for listening. I’m Mike Warkentin with Mateo Lopez and this is Two-Brain Radio. Please remember to subscribe for more great shows. If you’re a gym owner and need some help growing your business, Two-Brain mentors can show you the exact steps to add $5,000 in monthly recurring revenue. Book a free cal on to find out more. Thanks for listening guys.


Two-Brain Radio presents marketing tips and success stories every Monday.

Chris Cooper delivers the best of the business world every Thursday, and Sean Woodland has great stories from the community on Wednesdays.

Thanks for listening!

To share your thoughts:


To help out the show:

  • Leave an honest review on iTunes. Your ratings and reviews really help, and we read each one.
  • Subscribe on iTunes.
Clarity: The Greatest Gift You Can Give

Clarity: The Greatest Gift You Can Give

In this series, I’ve been telling you how to get clarity in your business.

Now let’s talk about how to give clarity: to your staff, to your clients and to your audience.

All the people around you want you to be reliable: to do things the same way every time. They want you to be predictable: to apply yourself fairly to everyone. And they want you to be clear: to help them gain direction in their lives through your expertise.

Here’s how to do it.


Clarity With Your Clients


You need to provide the same excellent value to everyone.

That means your operations must be excellent always—for everyone.

That means your prices should be the same for everyone at each service level. No discounts, no special deals, no trades, no “I’ll tickle you there if you kiss me here” deals.

That means clear and even application of your policies, rules and standards.

If your policy says “two weeks’ notice for cancellations,” you have to uphold that rule every time. Otherwise you have no rule.

If your policy says “class starts at 7 a.m.,” you have to start at 7 a.m. Not 7:02. Because if you don’t start at 7 a.m. every time, you don’t start at 7 a.m. ever.

If your standard is “squat below parallel,” you have to squat below parallel every time for the rep to count. Every time. If one rep is a maybe, then every rep is a maybe.

If a client is negatively affecting the experience of another client, he or she has to go. If you don’t have clear values, you don’t have values.


Clarity With Your Audience


Are you a coach or are you a “functional movement specialist”?

Everyone knows what the first thing is. No one knows what the last thing is.

Maybe you’re trying to say “I’m different from other fitness coaches!” And maybe other fitness coaches can tell the difference between a Core Vibration Expert and an Animal Utilitarian Movement Expert (Level III Certified). But other fitness coaches are not your audience.

Your audience needs to know “that girl can help me lose weight.”

Your audience doesn’t need to figure out what your logo means, what your name means, what your certification means, what your philosophy means, what your religion means.

When they look at you, do they see themselves?

What they see (or hear) is your brand.

Clearer brands are better.


Clarity With Your Staff


First and foremost, you have to get everything out of your head and onto paper.

No one can read your mind.

No one sees things the way you do.

There’s no such thing as “common sense.”

If you’ve been unclear with your staff, you have some detangling to do.

You’ll have to edit the things you’ve told them before—or maybe stuff they’ve tried to figure out on their own—and put them on the right path. That should come as a relief to everyone. But change is tough: If you need to radically edit what they’re doing, you’re going to have a tougher conversation. This is my weakness, but I’m training hard to make it my strength. Here’s what I’ve learned:

I hate confrontation.

I build things up to be too big in my mind. I’m a “people pleaser,” and I want everyone to like me. And I know that arguments usually distract me from doing the real work; I can’t resist them when they happen, so I try to avoid them.

But as I grew from Founder to Farmer to Tinker, hard conversations became more important. And they just got harder.

As a Founder in the gym business, firing a client was very hard. There were hundreds of dollars at stake, which was big money back then. But, more important, I worried about the client’s reaction: How would she feel? How would she react? What would she say in my gym? What would she tell people on Facebook?

In the Farmer Phase, I had to start managing staff. That meant evaluations and correcting their actions—and even firing a couple of people. Those conversations were harder by an order of magnitude: The decisions affected the staff people and their families, and sometimes my clients, too.

And in Tinker Phase, every conversation set the precedent for the company, hundreds of clients and dozens of staff. Most decisions were held with tens of thousands of dollars in the balance; some literally had hundreds of thousands of dollars sitting in the balance. And some were more important than any amount of money.

One of my mentors, Marcy, was chosen precisely to help me with leadership. And leadership means having hard conversations. On our first call, Marcy told me:

“Chris, sometimes you’re being tactful. But sometimes you’re just hiding.”

And it’s true. Sometimes I do avoid tough conversations and tell myself to “cool off for a bit” or “phrase this politely.” Both are wise—but not when they’re avoidance techniques.

Thanks to years of experience, dozens of hard conversations and Marcy, I’ve learned a lot about hard conversations. Here are some things to keep in mind for context before you start:

1. Anticipation is always worse than the event.

2. Every tough conversation you have is just practice for a tough conversation in the future, when the stakes will be higher.

3. People aren’t really paying much attention to you. You might be staying up all night worrying about The Big Talk, but they probably aren’t.

4. The greatest gift you can give the other person is clarity. Respect him or her enough to say what you mean.

Here are my action steps:

1. Hold the conversation at the highest possible level of the communication hierarchy. Face to face is best. If that’s not possible because of geography, use a video call. If that’s not possible, call on the phone. Email is poor for having hard conversations because it’s very hard to read intent into the written word. And text isn’t an option at all.

2. Be sure but act quickly. Get the facts. But be aware of procrastination strategies like “I need more information” or opinion gathering. This isn’t a democracy.

3. Avoid emotional language. “I feel like … ” and “I think you should … ” completely dampen your message. They say, “I’m unsure.”

4. If you’re talking to a staff member, client or friend you’d like to keep around, work through this next step. If you’re going to end your relationship, skip to No.5.

Let the person release emotion first. Picture the person’s anger, frustration or sadness as a big black balloon that’s floating between your faces. You can’t really see each other while that balloon is there, so let the air out of it—slowly. Get right to the heart of the concern by asking a pointed question: “So you’re worried about this rate increase?” Then let him or her vent all the emotions.

When the balloon is a little deflated, poke it again. You want it completely empty. “You’re concerned you won’t be able to afford the gym anymore?” You might have to poke it a third time. Only when the emotional content of the speech is gone can you begin working on a solution. This was outlined in Chris Voss’s excellent book “Never Split the Difference.”

5. Then lay out your case clearly. “More words don’t make people feel better,” Seth Godin wrote in “This Is Marketing.” If you’re breaking up with the person, start the conversation with, “We’re breaking up.”

If you’re removing the person as a client, say, “I’m so sorry this isn’t working out. We do our best to please every client, but we’re just not a good fit.”

If you’re firing the person from your staff, say so. Don’t do him or her the disservice of hiding behind stock language like “we’re going another direction.” Say: “I can’t have you coaching anymore because you haven’t corrected X and Y.”

6. Give the person a cool-down period. “I’d like you to take a day or two before you respond. Think about what we’ve said. Then, if you want to talk some more, we can set up a phone call. In the meantime, I promise to be discrete about this conversation and trust you’ll do the same.”

There’s a lot more to it, and nothing beats practice. You’ll get better as you go. Luckily, you can practice on your loved ones or your staff (we made a deck of cards called the Two-Brain Scenario Deck for this precise purpose).

You’ll feel funny asking others to role-play with you, but it’s worth practicing, and practicing on neutral parties will save you painful and expensive practice in real life.


Other Media in This Series

How to Get Clarity
Building Filters in Your Business
Filter, Don’t Find
Clarity: The Two-Brain Roadmap and Mentorship

Clarity: The Two-Brain Roadmap and Mentorship

Clarity: The Two-Brain Roadmap and Mentorship

Chris (00:02):

I’m Chris Cooper and this week I’ve been talking about getting clarity in your business. Because it doesn’t matter who reads the most books. That’s not the contest. The contest is who can build a sustainable gym that pays you really well, and the winner is the owner who can focus, who can take one step at a time toward the finish line and who can do that every single day. Now I know you can run really fast. I know you can carry a big load. I know you can travel a long distance. That’s not the problem. The problem is that maybe you’re not going in the right direction or in any direction. You’re going in every direction really fast, all in, full power, and you’re not moving forward. Today I’m going to tell you how to get focus, how to follow a path without distraction and move fast in the right direction. Welcome to Two-Brain Radio. I’m your host Chris Cooper here every week with the best of the fitness industry. Got a sec? We would love to hear from you. I write emails to my mailing list every day and it’s a highlight when somebody takes the time to respond. If you’ve got feedback on my show or a guest you’d like to hear on Two-Brain Radio, email and don’t forget to subscribe to Two-Brain Radio wherever you get your podcasts. You need two things: a compass and a map. Well, really a third thing, but I’ll get to that. Your compass is your personal mission and vision. It’s really important to write these down because you won’t be the only person on the journey. You need other people to know which direction you’re headed, because eventually they’re going to take the wheel. You might even be on a solo journey right now in your entrepreneurial journey, but if you own a business, you’ll eventually have some passengers and you can let them do the driving sometimes if you give them a compass. If they know where North is, your staff can head North with you, but if you want to go someplace specific, you need more.

Chris (02:03):

You need a map. And if you want to go fast, you need a guide. Until now, there’s never been a map for business. There have been descriptions about journeys. There have been lots of books about how to use a compass. Many explorers have described the monsters they’ve encountered. Some have even described parts of their route, but no one has ever built a map, until now. It took the eye of fitness coaches to map the entrepreneur’s journey to success. Here’s how we did it. So first we defined success using the freedom of income and time, more money than you need, and all the time in the world, total freedom. We call that wealth. Then we worked backwards from wealth to determine the steps the best gyms in the world have taken to get there. We used our massive dataset. No one else in the world has this, and the hands-on experience gained from thousands upon thousands of one-on-one calls with gym owners.


Chris (03:02):

So every gym owner in Two-Brain now gets the Two-Brain roadmap. You can see a picture of it above. Here’s the idea: Imagine in your mind a great big white wall. Divide that wall up into a big grid. The rows in that grid each represent one area of your business. There are 40 of them. The columns in that grid represent one milestone in each area. There are 13 milestones on each row. You can see an example of that grid if you click on the link to view the blog post that accompanies this podcast. But here’s an example. If you consider digital marketing as one area of your business or one row on that big grid that makes up the roadmap, then we’ve established 13 milestones along the path to digital marketing excellence. The first milestone: practice doing No-Sweat Intros 50 times because you have to get good at a No-Sweat Intro before you start inviting more people to a No-Sweat Intro.

Chris (04:01):

The second milestone: Test your ad funnel with our process, and we’ll teach you exactly how to build an ad funnel, what to look for to make sure that it’s working before you start dumping money into it. The third milestone is to complete our Facebook marketing incubator and calculate your target acquisition costs and target lead cost. So to finish this third milestone, you go through our Facebook marketing course that tells you how to build ads and how to build audiences and how to attract an audience and how to retarget and everything that you need. The fourth milestone is just to launch your first ad, because knowledge without action is useless. The fifth milestone is to maintain a close rate of 60% for two consecutive months. That means that 60% of the people coming into your doors from your digital marketing spend sign up for your program.

Chris (04:52):

Now, if you’re just used to organic marketing, friends of friends, strangers who you meet on the street coming in and doing a No-Sweat Intro, a 60% sign-up rate sounds pretty low. But in digital marketing, that’s actually a pretty high sign-up rate. And in the beginning when you’re mostly working off an audience of of warm clients, 60% is doable. Now in a different role on the roadmap where we’re talking about organic marketing and affinity marketing. 60% isn’t high enough, but in the digital marketing row it is. The sixth milestone in that row is to track your ROAS, which is return on ad spend for two months because we want you to always be aware of what you’re spending to get a client in comparison to what that client is spending in front-end revenue. The important thing to know here isn’t what the specifics are.

Chris (05:43):

Maybe you’re grabbing a pen and that’s OK. You can rewind. The important thing to know is that each step on the map builds on the step before. As you level up from milestone a milestone, you get closer to wealth. You also move through three or four big giant phases on the map. The founder phase, the farmer phase, the tinker phase and the thief phase. You need different mentorship at each stage, but I wrote a whole book about that so I won’t dig into it here. There are literally over 40 areas of your business that you have to master. It’s a lot, no surprise, but the key is to have a guide. Your mentor is your guide and your mentor helps you identify your greatest burning fires and your greatest opportunities. Then they make sure that you have step by step instructions to move forward and they hold you accountable for doing the work.

Chris (06:34):

Then you work on the next opportunities and steps when you’re done. It took me almost well over 10 years to take my gym from a level one to a level 10 in most of these cases. But we’re now seeing gyms travel through the entire roadmap and around 2.5 years. That means they’re getting from start-up to owner wealth in two and a half years. A lot of us never got there and a lot of us took well over a decade and a lot of us still aren’t there. But these new guys, it means their gyms are growing four times faster than mine ever did. And it’s not because of the new secrets of Facebook marketing. It’s because of clarity. They don’t have distraction. They’re moving forward in a straight line. So all this talk is about a tool that we use in Two-Brain, but if you’re not in Two-Brain, how do you know what to do next?

Chris (07:22):

Here’s my advice on filtering ideas and getting some sense of direction. If you’re out there in the wild all alone, we’re going to talk about ideas, tactics, seminars, mentorship books. You know, how to get focus no matter what you’re doing. So I said that a mentor helps you build a plan and stick to it. Entrepreneurship is cool now. Guys like Gary Vaynerchuk and Elon Musk make the dream accessible to the common person. That means there’s more information, more help, more ideas than ever before. Every single day an entrepreneur can choose between a thousand new podcast episodes, including this one. Thank you. 2000 blog posts or hundreds of new videos on YouTube. Access to information is no longer the problem. Everyone has enough good ideas. The new problem is overwhelm. We fail to take action because we’re paralyzed by having too many opportunities. We don’t see how each idea or tactic or habit fits into a larger plan.

Chris (08:22):

So we take a shotgun approach to improving our business and we don’t have filters for the sources of our information. So we trust that everything on the internet is true even when we know it’s not. Because we want to believe. A mentor’s role is to help you sort ideas—your own ideas or the great ones that you find elsewhere—and build them into your plan. Then a mentor’s role is to help you stick to your plan or shift it to match your strengths if it’s not working. if you’re trying to build a plan without a mentor, this might help. Below is a hierarchy of business knowledge. So if you imagine a big triangle, these things are at the bottom. These are the lowest value use of your time and attention.

A colourful diagram showing how a mentor filters ideas from a number of sources.

Chris (09:09):

This might surprise you. First is motivational memes on the internet. You know, like, I need to tie my hair in a ponytail and you know, just get at it, be the boss, need to put on my big-girl panties and just go. You know, there’s also rants, and sometimes there’s like vision posts, right? These have low value, they have very high potential of overwhelm. But a lot of entrepreneurs just eat them up like they’re not a waste of time. We all love motivational memes about business, but unless they clearly say, do this one thing right now, they’re useless. And even if they do say, take this specific action, you should invest your time in something more valuable if there isn’t a clear path to increased revenue from like a Facebook rant or a Facebook post or a meme, you know, and while I’m on this topic, like a lot of entrepreneurs post rants on Twitter or Facebook or wherever else, don’t read them, they’re just texturbation.

Chris (10:08):

The next layer is you’re moving up the hierarchy of knowledge and tactics and strategies, ideas, tips, tactics, and podcast episodes. This layer has value, but it also carries a huge potential for overwhelm. I mean at Two-Brain alone, we publish every single day. Every single blog post, podcast episode and video carries an actionable idea. Every idea has been tested and proven to work with mounds of data, but nobody can implement them all. A mentor’s job is to help you identify where you’re strong and keep you focused on those tactics. A mentor who simply throws ideas at you isn’t helping and they’re probably slowing you down. The next layer of value moving up the pyramid, this is the next layer of value for your time and attention is peer support. So online groups, masterminds, chambers of commerce and business mixers all have value. The best groups are curated for quality people and moderated for quality discussion, but it’s almost impossible to tell the difference between opinion and advice and it’s definitely impossible to spot outright lies.

Chris (11:14):

Nobody posts pictures of their burned dinner on Facebook and nobody shares business failings either. We actually tell our Incubator clients to take a short Facebook fast and only invite them to our private Facebook group and growth phase where peer support becomes more important. Any entrepreneurs group online or in person is only as good as its filters. If you want to have a laugh sometime, go in a gym owners Facebook group and look at the posts from some of the people who you know, put themselves out as experts, then go on LinkedIn and look at that person’s profile. I’m not saying this happens all the time, but often you’ll see somebody posing as an expert on the gym business on Facebook and seeking a job on LinkedIn or saying, I’m trying to sell my gym. It’s funny. But more valuable than pure support is actual education.

Chris (12:02):

So presumably lectures and books and seminars are created by people who have actually been successful and are willing to share their tactics. So this next layer up the pyramid is more valuable than pure support because of the higher-level filters. There are editors and publishers and stages like TED talks. So presumably someone who knows something is filtering out the bad ideas and the noise. It’s not just a catch-all anymore. But many good business books would make a great blog post because there’s not much good information past the first chapter and the filters to publish a book are lower than ever. Trust me on that. My advice is to read or watch until the expert becomes repetitive and then move on. Even in a one-way educational monologue like a book or a podcast episode, you still have the choice to close the book or leave the auditorium.

Chris (12:49):

You can even hit stop on this podcast right now. The next layer of the pyramid is a two-way education, a dialogue. These are courses, seminars and workshops in which the host help the attendees apply the content to their specific challenges. Now, I no longer run two-day seminars where I get up and lecture, because they don’t help. When Two-Brain started just over four years ago, I was traveling around a lot and doing these seminars. The problem was that people were replacing the value of the seminar in their brain with like a cheaper version of mentorship and they’re not even in the same ballpark. So now we run action-based summits where a speaker introduces a topic and then attendees apply it to their business on the spot. And we only do that once a year. If you’re attending a summit or a seminar, one of the best tactics I learned last year was to leave a seminar as soon as you learn one good thing and then spend the rest of the weekend in your hotel room working on that thing.

Chris (13:48):

So you know, book the hotel room for three nights and then go to the seminar. Take one piece of paper. When you hear one good actionable idea, write it on the piece of paper. Go to your hotel room and take action on it right away. That’s far more valuable than amassing ideas and taking action on none, but very few people do it. Now I’m sharing this process knowing that it might sound like I’m saying you need to get a mentor, and I am. Every successful person in business, in sport, in anything has a professional coach. You need someone to break down your journey, starting from your goal and working backward, who has an objective eye and they’re not looking at things through the lens of your history. Fitness coaches are really good at this process, but business owners sometimes forget how to do it and the overwhelming number of business books, ideas, podcasts, and videos makes the path to wealth unclear.

Chris (14:40):

If you’re a fitness coach, you’re good at filtering out pseudoscience and crazy workout ideas and giving your clients are really clear path. I’m a business mentor, and I’m good at filtering out bad and overwhelm to give my clients a clear path. It’s taken us years and tens of thousands of one-on-one phone calls with entrepreneurs to do it, but we’ve mapped the path to wealth now, real wealth, and that’s the Two-Brain roadmap. We provide mentorship through the entire roadmap. So you remember that I said there are four phases you’re going to have to journey through on your path to wealth. I named those four phases founder phase, farmer phase, tinker phase, and thief phase. Loosely speaking, founder phase is from $0, you know, you’re open but you haven’t made any money yet, to the point where you’re hitting break even. Your business pays for itself. Farmer phase is from break even to functional retirement.

Chris (15:34):

Functional retirement means you might still want to go to work every day, but you don’t have to. You make more than enough money and you are completely replaced in primary service delivery roles at your gym if you want to. It’s basically the point where you can go to the beach or you can go to work and you’re the one who can decide. More and more gyms are hitting this point and they’re getting there faster and faster than ever if they stay focused. The tinker phase, the third phase, is from functional retirement to financial independence. So basically this is where your money starts working for you and your money has babies and it’s creating more wealth without you doing more work, you stop trading money for time or time for money. The fourth phase is thief phase which is financial independence to legacy, and that just means that your wealth creates opportunities for other people after you’re gone, you’ve built a legacy. I wrote “Founder, Farmer, Tinker, Thief” to share those steps with everyone and break down a lot of the process, but the roadmap is a lot more granular. So now all these things together form a plan. To make an effective plan, you need some distance from your current situation. You need an objective, dispassionate eye. That’s where a mentor comes in. A mentor is there to identify what you really need and help you identify the best tactics to provide the best support and to supply the right amount of accountability. For example, many new Two-Brain clients say, I need more clients. Then they’ll cite an Instagram tactic they saw in a Facebook group somewhere, but then they’ll say, I don’t have time to do that. So the mentor guides them through the work that will get them more time first, and that’s part of the incubator.

Chris (17:13):

Then the mentor says, let’s determine how we’re going to spend your time. That’s part of building an annual plan which comes at the start of our growth phase of mentorship. If the Instagram tactic will actually generate more clients and we’ve tested it and there’s data saying that it will, then the mentor builds it into the plan. From there, the mentor’s role is to help the entrepreneur fill their time with the best plan for him or her at that moment. They use the roadmap to identify those opportunities and the gym owner moves ahead really fast. Do you see? You could try to do all the things or you could invest your time and budget wisely, doing the right things at the right time to the exclusion of all the noise and overwhelm and wrong ideas. You can spend 2020 the same way you spent 2019, making guesses, trying to do everything and feeling overwhelmed or you can get a mentor.

Chris (18:06):

This is what I realized in 2008 when I found my first mentor, and it’s why I have a mentor today. As you become more successful, the choices just get bigger. The ideas just get better and there’s more opportunities to get pulled off track. So now my tactic is always to ask myself, who has solved this problem before me? And then contact that person, pay them whatever it costs to learn from them and jump ahead instead of trying to ram my way through taking three years in $1 million to do it and risking my health. Good mentors are teachers, coaches, therapists, and trusted confidantes. Great mentors know how to fill all those roles, but the best mentors know which hat to wear and when to move you toward wealth. And the best mentors have a map to follow. Everyone on our mentoring team has been trained to be teachers, coaches, therapists, and trusted advisors.

Chris (18:59):

They all have different personalities because there’s no one size fits all when it comes to mentorship. We’re not a call center or a helpline or a group of consultants. We’re smart, caring and experienced professionals who have been where you are now and mapped the path to wealth for you. I hope it helps, because the biggest thing that stops entrepreneurs is not fear. It’s not that they lack great ideas, it’s that they don’t know where to turn for tested ideas that have been proven by data, and they don’t know which ones to do first. That’s been my mission for the last 18 months, to create a roadmap like this that spells out step by step what you have to do to become successful. And to do that, we had to start by defining what success is and then working backward. But we’ve finally done it and members of Two-Brain are raving about it. So thank you the Two-Brain family for being so excited about the roadmap. Congratulations to all of you who have earned badges and prizes and secret unlocks and all the cool stuff along the way to the gym owner out there who’s listening and they’re not sure if they want or can afford or need mentorship. I strongly encourage you to find somebody outside your business who will take an objective eye, who will charge you money so that you’ll be held accountable for it and who will actually guide you toward wealth because you deserve it.

Chris (20:23):

Thank you for listening to Two-Brain Radio. I’m Chris Cooper and I’m here every Thursday. Every Wednesday, Sean Woodland brings you the best stories from the fitness community. Every Monday, we’ll bring you marketing tips and success stories from our clients. Please subscribe to Two-Brain Radio and share this show with any friends we can help.


Chris Cooper delivers the best of the business world on Two-Brain Radio every Thursday.

On Monday, Two-Brain Radio presents marketing tips and success stories, and Sean Woodland has great stories from the community on Wednesdays.

Thanks for listening!

To share your thoughts:


To help out the show:

  • Leave an honest review on iTunes. Your ratings and reviews really help, and we read each one.
  • Subscribe on iTunes.
Filter, Don’t Find

Filter, Don’t Find

How My Mentors Help Me Focus


If you want to go far, travel in a straight line.

My mentors help me combat overwhelm. They don’t dump ideas on me. Instead, they help me trim my branches and grow higher.

Here are some of the lessons learned from my mentors over the last decade:


1. Denis Turcotte

My first paid mentor, Denis had me focus on the operations side of the business. I thought I needed more marketing; Denis taught me I’d built a system that couldn’t handle the weight of one more client.

Actually, I hadn’t built any systems at all, so I was just piling every new client onto my back and struggling under the load.

Denis had me focus on systems, and under his care I built a real business instead of just working the job I’d bought myself.


2. Mike Warkentin

While working for CrossFit Media, I learned how to “cut.” I learned that good writing requires fewer words, not more. I learned that editing is the hard part—but it’s the important part. I learned that simpler is better.

I took those lessons to business writing and then to business systems.

Mike also taught me that powerful leaders can stay in the background. Over his 10 years at CrossFit, Mike was the foundation of the Media department, propping up writers and videographers with standards and systems. We got the byline, most of the time; he got the real work of editing. But Mike has the incredible skill of correcting people tactfully.


3. Dan Martell

Dan taught me to stay in my lane.

This blog is popular with gym owners because I am one.

As Two-Brain grew from startup to—well, we’re still a really big startup—new ideas and opportunities started popping up everywhere. Every software company wanted us to be a partner, every person on staff had a great new idea, and money seemed to wait around every corner.

Dan’s greatest gift was keeping me focused on one thing at a time and cutting out the distractions to move forward. Dan taught me how to say “no” to good ideas, to say “not yet” to great ideas and to trust my own vision.


4. Marcy Swenson

Marcy taught me how to get the people around me focused.

Marcy had me tie everything—my ideas, my systems and my team—to my vision. That meant some powerful team upgrades. It also meant editing my team.

Marcy brought clarity to my conversations: Instead of saying “good job” all the time, she taught me that honesty was the best gift I could give my staff. It’s hard to give people critical feedback. But those conversations make a huge difference: The best staff will take your candor and use it to grow. The worst staff will feel attacked and leave. Clarity is a wedge between greatness and mediocrity.

At this level, a business needs radical clarity. Marcy mentored me to it.


5. Todd Herman

Todd Herman helped me build a leadership persona.

I have a clear picture of the leader I want to be now, and when I’m faced with a decision, I ask myself “What would Chris do?”

Herman calls this “The Alter Ego Effect,” and although it’s a powerful new idea, the exercise is really not a creation but an edit: You filter through every person in your life, find the aspirational characters and then put them together into one Alter Ego.


6. Brian Strump

Brian, a Certified Two-Brain Mentor, took my call yesterday. I pitched a new idea for the mentors on the Two-Brain team. I thought he’d love it. I thought it was a great idea. I’d already invested time and money researching the idea with our legal team.

Brian said, “Don’t do it.”

He said, “The system we have right now is way too powerful. No one else can build it. No one else wants to.”

So I stopped my plans, saved a few thousand dollars on legal fees, and stopped myself from wasting a year of focus in the wrong direction.


Dial in Your Focus


In every case, the mentor had me focus more.

None of them gave me a big, new idea.

All of them took me back to the basics: Turcotte had me write out the roles in my company; Warkentin made me ask “Is this process or person necessary?”; Martell had me define and hire a COO; Marcy had me edit my conversations with my team; Herman had me edit myself as a leader.

Strump gave me the greatest gift of all: “No.”

Want a really great example? Todd Herman has a program he calls “Start Up.” It’s for people who are thinking about starting a company. I don’t know the cost of the program, but fewer than half the enrollees actually go on to start a business at the end.

That doesn’t mean people complain; in fact, many people say, “Thanks for saving my life!”

Finding out that you don’t really want to do the work of entrepreneurship before it’s too late? That’s worth $500. Or $5 million.

Good writers have ideas. Great writers have editors. Good consultants pontificate. Great mentors cut.

Clarity creates focus. Focus creates results.


Other Media in This Series

How to Get Clarity
Building Filters in Your Business
Clarity: The Two-Brain Roadmap and Mentorship
Clarity: The Greatest Gift You Can Give