Lesson Five · 6 of 13
Compression
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My notes
“It's the same amount of water. You didn't add any more. We compressed it.
Reality check — sales and marketing activities
Tick everything you (or your team, VA or contractors) are currently doing, or that sits on a recent to-do list. Sales and marketing only. Then ask two questions: which of these resulted in a direct, trackable sale — and which are a straight beeline to your new impossible goal?
Reflect
Key ideas — for reference
- Same resources, concentrated, become force. The power is in the concentration.
- Scattered across twenty things, your time and energy produce weak results everywhere.
- Pareto: 20% of effort produces 80% of results — sometimes 10% produces 90%.
- Which means roughly 80% of what you are doing is wasting your time, energy and effort.
- Test each activity: is it a straight beeline to the impossible goal, or a satellite you are justifying?
- The zero-sum game: blank page, add back only what is essential — maximum three things.
- Expect resistance. 'I can't get rid of that' is the sound of the exercise working.
- Look for potency and maximum impact, not coverage.