# Phase 1: Orient ## 1.1 The Road Ahead ### 1. Unveiling - What is a Synthesizer **Problem**: drowning in information, but starving for wisdom. Difficult to differentiate true and false. DIfficult to implement **Solution**: find truth in a world of lies, help people implement information The synthesizer solves problems and shares solutions **Information** → *solves problem* → **Wisdom** → _shares solution_ → **Synthesizer** We are already synthesizers ### 2. Unlocks - Why be a Synthesizer We are playing The Great Online Game. Synthesizer, the fastest character to financial freedom, combining: - **Purpose**. solve earth problems - **Income**. solve other's problems - **Self development**. solve your problems Synthesising combines all three ### 3. Origin - The Synthesizer story Andrew Kirby's story and how he ended up creating the Synthesizer Skool Community, now with the help of Aidan ### 4. Roadmap - Proven process to freedom There are 2 paths for the educational creators: the **beginner** path or the **scaler** path Answer this to know the difference: "*Have I achieved a valuable outcome?*" A **valuable outcome** is when you've achieved what others want to achieve, or you've helped someone else achieve that thing. E.g. how to be in great shape, how to lose weight, investing knowledge, how to go through a breakup, how to cure a disease (acid reflux and gastritis in my case), how to overcome the mind, psychology of stoicism, how to defend oneself against archons and how to activate the spark, etc... #### The Beginner path for those that *HAVE NOT* achieved a valuable outcome. - The synthesizer roadmap course (this course) - It shows a fast path to achieve a valuable outcome + land on 1st high-ticket sale **The Roadmap (the WHAT):** 1. Orient → 2. Network → 3. Case Study → 4. Client → 5. Audience → 6. Freedom **The 7 Cs (the HOW)** the way you follow the roadmap: 1. **Consume**. Learn through consuming 2. **Comment**. Engage with content 3. **Chat**. Build relationships 4. **Call**. Deepen relationships 5. **Case-Study**. Work for free 6. **Client**. Start charging 7. **Content**. Grow an audience **The Only Things That Matter:** Attract → Convert → Deliver aka marketing (1-3 C's), sales (4th C) and product (5-6 C's) #### The Scaler path for those that *HAVE* achieved a valuable outcome. - Don't go through the roadmap, it shows things already achieved - Apply to join *Synthesizers Scaling* to fastrack the path to income, impact and purpose - It gives freedom of money, time and location whilst making a huge income - It's only for educational creator that have achieved a valuable outcome **Scaling Roadmap:** Business Backbone → Rapid Launch Protocol → Attraction System → Conversion System → Delivery System | Trainings There is a link to fill up a questionnaire to apply for it, it is a paid program with direct contact with them ### 5. The Group - How to get support Where educational creators go to thrive. Use search bar (common questions and answers), engage on posts (build network, help others, get helped), make posts (wins, do something then share, selfless questions), get support (tag @Aidan LaBreche for specific help), members (connect with people on the same journey), consume (high quality content) ### 6. Action step - How to started Download the app on your phone, activate notifications. Follow the instructions in the pinned post and create a comment introducing yourself, this is crucial as *Your network is your net worth* --- ## 1.2 The Success Equation ### 1. Success equation - What's required for synthesizer freedom Educational creators mistakes: 1. pursue money (no passion, no skills, burnout + quit) → income skills 2. pursue passion (no money, can't sustain, burnout + quit) → superpower The synthesizer is the overlap between the two. Do what looks like work to others, but feels like play to you. The synthesizer growth is exponential. ### 2. Income skills - Tools to make the world your oyster The Purpose of business is to: *"Solve problems and Alleviate pain"* Not many skills are required, just two: **Writing and Selling** **Writing** is building the train tracks, **Selling** is the engine moving the train across the tracks Attract, Convert, Deliver → everything is writing or selling ### 3. Superpower - Unleashing your unfair advantage Inner voice that tells you to strive for an extraordinary life. We live in the age of leverage, if you are very good at something now you can have outsized rewards and a huge impact *Success* is about being great at what you do. You only become good by following your **superpower**: "something you are **skilled** at and **obsessed** with" Superpower = **Strengths x Passions** The superpower is the thing we're going to **monetise** using the income skills of writing and selling (which are the containers that need to be filled up by the superpower) ### 4. Niche - How to apply your superpowers to your niche Most successful synthesizers didn't pick a specific niche at the start, instead they picked an *area* of the market to *explore* **Specific Inaccuracy**: the greatest mistake is to choose a specific niche from day one. ~~I help ________ to ______~~ It leads to **premature specialisation**, you lose perspective and opportunities more aligned with your superpower **Problem**: Niching down too early blinds you 1. Niching down ≠ Niching right 2. Profitable ≠ Purposeful You don't *choose* a niche. You *find* it by following your superpower, having fun and doing work that feels like play **Solution**: Your niche is built over time, not chosen in an instant 1. Find your unique superpowers 2. Directionally accurate > Specifically inaccurate > You don't pick your niche, you are your niche - Alex Hormozi You can monetise any niche. Inspiration (3 P's): 1. **Pain**: What problems have you solved in your own life? 2. **Profession**: What past work or professional experiences do you have? 3. **Passion**: What feels like play to you but looks like work to others? Start then learn, don't learn then start. Do the Action step: find an area or 3 areas of the internet to explore --- ## 1.3 Consume: Breakthrough knowledge ### 1. Intellectual Frontier - What it is and why it's important Territory between the known and unknown information. The brave ones that push the frontier and explore the unknown have an advantage and the market will massively reward them. With the Superpower is easier to reach that frontier than without it. Passion drives you further in the frontier direction. We reach the extreme through learning, we learn by consuming and acting. ### 2. Accelerate - The science behind rapid skill acquisition Our information diet matters as much (if not even more) than out food diet. Some learn faster than others due to **Neural Plasticity**, forming connection between neurons. Inputs = Outputs → therefore great inputs = great outputs. You are what you consume. Use a **Mentor** for *leverage*. Learn in 10 minutes what he learnt in 10'000 hours. **Digital influence**: You are the average of the 5 people who's content you consume the most. Creativity comes from consuming. Synthesising in your unique way. **Seek wisdom:** natural curiosity brings natural learning. ↑Wisdom = Faster results Targeted consumption: high quality content in the areas of expertise. - Just in Case. Passively consuming without a clear purpose (Solution → Problem). - **Just in Time**. Actively consuming to solve problems that you experience as they come up (Problem → Solution) **Search is your best friend.** Andrew showed the *Naval's Mind* on Obsidian, a searchable database containing all the scripted and transcribed information of all Naval Ravikant' work. "What is the nº1 thing I need to learn about to change my life?" The goal of consuming information is to create **behaviour change.** #### Breakthrough Knowledge Information that can fundamentally change one's life or career It exists for all problems you have, it's just **ONE** piece of content. That's why it makes sense *searching* for it. If consuming multiple ones, it will cause *distraction and confusion*. **Better to stick to just one** until we maximise its potential by acting on it and getting results. ### 3. Breakthrough - Engineering a "just in time" information diet for success Investing in Knowledge brings the best interests Too many distractions on the internet nowadays, the Synthesizer accurately selects just a few good ones cutting out the clutter. **Cognitive Load Theory.** consuming too much → stress, overwhelm, paralysis by excess of analysis and failure. Even worse, most information is really bad. He spent $50k and +10k hours consuming info, he knows what's worthy (this course) ### 4. Focus Formula - Becoming indistractable in a distracted world Productive procrastination: consuming multiple contents at the same time, not completing any and taking no action. The incompatible puzzle problem: small pieces from different sources will not lead to the desired outcome. **1 Source Rule:** consume from ONE trusted source of information per topic. Go DEEP on that one. This is all you need for breakthrough knowledge, everything else is just noise and a waste of time. **Learning Process:** Consume → Act → Learn **5hr Rule:** time block 1hr a day, 5 days a week to consuming targeted quality information. Calendar + DND + obsess over learning. All the information in the world is useless without action. --- # Phase 2: Network ## 2.1 The Million Dollar Network It's not **what** you know, it's **who** you know. ### 1. Solo Synthesizer - Why you should never play the game alone Solo is like playing on hard, without a team (like a "solo vs squad"). Don't be a solo synthesizer, be a **social synthesizer**: - Build real relationships - Helping is the new selling - Don't sell to strangers Network unlocks *everything*. Your net-work is your net-worth. The *Social Synthesizer* networks with all kind of people: - people **behind** them → be a *guide* to them - people **at their level** → be a *partner* to them - people **ahead** of them → be an *apprentice* to them Your relationships become assets. People you've helped become walking advertisements for you. They build your network for you! | Solo Synthesizer | Social Synthesizer | |:----------------:|:------------------:| | Selling | Helping | | Asking | Giving | | Alone | Together | | Slow | Fast | | Boring | Exciting | | Hard | Easy | ### 2. Goodwill - Turning relationships into assets that pay you for life Always *give more than you take* and you will succeed. Problems: trying and failing to sell to strangers, ruining reputation and having no help from others. Goodwill is the **currency** of the Great Online Game. Goodwill: the compounding result of **giving first**, which creates a reputation for **trust and credibility**, that makes **opportunities** naturally come your way Goodwill compounds faster than money! $Goodwill = Give - Take$ Principle of natural reciprocity **Blank Cheques of Goodwill**: give without the expectation of return (otherwise people will smell it). The more you give, the more you get. Synthesizers give first. The more **unscalable** and **high effort** you deposit, the bigger the cheque you get in return. **The surface area of luck:** depositing goodwill and building your network puts yourself in opportunities to "get lucky" **The Strategy of Preeminence:** by consistently providing solutions and looking out for other people you position yourself as trusted resource, not just a seller. ### 3. Strategy - Our plan to transform you into a beacon for opportunities Following the 7 Cs, now we have the 3 Cs of Networking: - Comment → engage with content - Chat → build relationships - Call → deepen relationships These 3 Cs of Networking is how we do the "Attract" (step 1) in the "All the (3) things that matter" → Attract, Convert, Deliver This is the Most Effective Tactic to the Great Online Game, no one is teaching this. One connection will change your life forever. One comment, chat or call will change your life forever! --- ## 2.2 Comments: Spark Your Million-Dollar Network ### 1. The Void - Stop shouting where no one is listening Most creators are creating but for nothing (me for example). Everyone is talking but no one is listening. Stuck in *hard mode.* **Problem:** the internet is a massively competitive space 1. Established names soak up the attention 2. Going from 0 to 1 is the hardest part 3. Ages creating content for nothing in return (me again) **Content shock:** there is to much supply of content for the "low" demand of it When you *post* you compete with every individual on the platform **Solution:** go where you are most likely to be heard When you *comment* you only compete with other individuals commenting on that post Every comment is a billboard shouting who you are and what you stand for, they do the hard work of attracting the attention passively for you. **Quality** comments generate **traffic**: they build trust, connection and goodwill. Commenting helps you learn new skills, build your network and discover opportunities. ### 2. Principles - Creating your first sparks 90% of comments are bad: 70% are throwaway comments, 20% are AI rubbish, only 10% are great. If you leave harmful comments people will immediately dislike you, you become low quality, you lose respect and you shoot yourself in the foot On the internet everyone is very quick to judge. On the other hand if you say something intelligent, thought provoking and unique people will form a positive association with your profile. You gain respect, goodwill and begin to generate quality traffic. - **Reciprocity:** When you help first, others will help you in return - **Service:** Think from the Creators POV. What type of comments do you love receiving and responding to? - **Authenticity:** Write how you speak, show personality - **Polarity:** Add a new and contradicting view point, more polarity more discussion - **Expansion:** Bring new point and your own ideas and stories to the conversation - **Thoughtfulness:** Ask specific questions on detailed parts you found interesting The 3 Laws of Comment Impact: 1. **Speed:** Comment early to catch attention. Notification only on the 1 source 2. **Quality:** The better the comment the higher the impact. Quality over quantity, at least 60s writing the comment (more time = better than most people) 3. **Location:** Target where your ideal audience or mentors hang out. Comment where you consume, in the 1 source of interest. *Leave a breadcrumb trail back to you* The closer to source the better (community > social media). Youtube is *worst* for comments because *no chat feature*. Don't know where to start? Start in Synthesizer. Engage with the **3 network variants**: people ahead (praise), at level (support) and behind you (help). ### 3. Strategic placement - Where, when and what to comment 1. **Hook:** persuasive enough to stop people from scrolling and create a spark of desire to respond 2. **Praise:** Genuine compliments are appreciated, shallow ones are disliked 3. **Lesson:** Add onto where the creator left off. Content give you new thoughts? Reminds you something? What can you synthesise? How I VS How-to 4. **Story:** Execute the advice you consumed and share how it impacted you (or if experienced something similar). Stories sell, get better at telling stories. Alternate between these 4 things, you don't' have to use them in every comment. ### 4. Action - Start Today The Rule of 100: 60 minutes consuming and 40 minutes commenting. 60 minutes consuming is the 5 hour rule, then we comment on what we consumed. Consuming without implementation is simply procrastination. --- ## 2.3 Chat: Fan the Flame ### 1. Flame - Turn sparks into flames No one can succeed alone. **Old way:** expensive degrees, climbing ladders, face to face charm **New way:** a single thoughtful DM Building in public is hard, spark in public then flame in private. The network is the foundation of everything else. ### 2. Principles - Being human, helpful and relevant People can smell intentions, if you chat just for sales with no intention to help they will feel it. Before: impersonal (scripts, mass DMs, desperation) Now: personal (effort, creativity, sincerity) Principles: 1. Don't be transactional 2. Treat people like family 3. Seek to connect, not to sell 4. Provide more than you take 5. Spend more time than everyone else (quality) 6. Give to others what you wish to receive 7. Human first, friend second, educator third 8. Don't follow up endlessly - one or two tries max 9. Treat everyone as an equal - don't put people on a pedestal The more time and effort you put into a DM, the greater the flame of connection it will produce ### 3. Method - How to find, start, and build opportunities in chats CHAT framework: Choose, Hook, Add value, Transition #### I. Choose - Find opportunities to DM Use comments, good ones (sparks of recognition), random DMs from random people get ignored... ↑ goodwill = ↑ quality connection Bonus: use warm outreach with people you already know (phone contacts, FB, Instagram, twitter, linkedIN, emails, people who like or engage with your comments) #### II. Hook - Get a response Spark a conversation. A DM is only as powerful as its first line (it determines if to open or to ignore the message). Conversation hooks: **depth** (go deeper on the conversation you had in public), **praise** (shout out something specific you liked from them), **context** (give a reason for your DM based on what you've observed from them publicly) Examples: - **Depth**: "Hey Kirby, we were talking about Harry Potter in the comments earlier, and I recently read this article on Slytherin and it made me think of..." - **Praise**: "You probably get a load of DMs, but I wanted to personally reach out and say your post on Stoicism was incredible, I specifically loved when you said..." - **Context**: "Hey! I noticed you posted about how Yellow Dragonfruits are the best fruit ever and I recently tried one..." #### III. Add value - Give and you shall receive The earlier you add value, the better. Ideally there would be value in the hook. Add value when opportunities present. Types of value: **help** (give advice or help on a problem they are facing), **free work** (do something for them and then give it to them), **connections** (introduce them to a person or a resource), **stories** (entertain and provide a connection) Examples: - **Help**: "I noticed you were working on thumbnail design, I recently tried [xyz] and it helped me a lot, let me know if it helps you too!" - **Free work**: "I noticed you were working on thumbnail design, so I built you 3 thumbnails for free to help!" - **Connections**: "I noticed you were working on thumbnails, I know this guy who does amazing thumbnails, would you like me to connect you :) ?" - Or "I noticed you were working on thumbnails, I found this video that really helped me out, here it is, hope it helps you too!" - **Stories**: "You made me spend 3 days in the woods. I was at the gym last week and I was talking to my friend about your Dopamine Detox video Thumbnails and we decided to go all in and spend 3 days off grid! It was great. Thank you" Connections are one of the best ways to add value. #### IV. Transition - Guide the conversation Guide the conversation to a place where you think you have the ability to help. "So what projects are you working on currently?" "What are your goals for the end of the year?" "Tell me more about that, [specific thing they mentioned], sounds awesome!" - **Be curious** - Ask questions - **Be helpful** - Offer to help - **Be open** - Let them talk Some sparks are greater than others, when you see an opportunity to connect, seize it! ### 4. Action - Start today **The rule of 200**: 100 minutes commenting where you consume + 100 minutes building relationships in the DMs --- ## 2.4 Call - Fuel the Fire ### 1. Charisma - The process to become irresistible on calls Deeply rooted "evolutionary" (retard) way of creating bonds between humans. 3 Types of calls: **Networking** (help, build goodwill, relationships, make friends) → **Discovery** (understand how you can help, opportunities) → **Sales** (exchange a product or service with money) **Problem**: most people skip directly to the sales calls, without actually closing one. People can feel the intent, it's deeply rooted in our DNA. You will look like a beggar. **Solution:** start with Networking calls, then Discovery calls. Sales will come as a natural byproduct of the two. The reason you feel uncomfortable in calls is because you lack experience. Start with Networking Calls: 1. Build real skills. Learn how to be natural and confident on calls 2. Find ideas, partnerships and opportunities. A single call can spark hundred of hidden opportunities 3. Turn distant chats into close relationships. Calls amplify connections into trust and goodwill Mind reframe: **Selling → Helping** (we are not going to be selling to people) | Selling | Helping | | -------- | ---------- | | Cold | Warm | | Forced | Easy | | Scripted | Principles | ### 2. Principles - Make every call natural and valuable 1. Be yourself 2. Be high energy 3. Keep them talking 4. Be excited to see them 5. Follow up with questions 6. Give authentic compliments 7. Remember and use their name 8. Speak in terms of their interests 9. Keep a pen and paper handy to take notes 10. Put in the reps **Spend 10 minutes preparing before the call**: read their latest posts, visit their websites, prepare something they might find interesting. Body Language: - Smile! - Sit up straight - Look good, feel good - Maintain eye contact - Avoid fidgeting and drinking - Speak confidently and clear - Have a clean clear background - Clear your space from distractions Don't fake compliments, be genuinely interested and give compliments only when you mean them. ### 3. Method - Synthesizer networking call flow #### I. Book the call when chatting give them a reason to hop on a call, any reason but give it to them. Examples: - "I would love to help you on these thumbnails more I find it so fun, wanna hop on a call to work through it together?" - "Glad you found the advice helpful! If you want me to walk you through how I'd implement it I'm more than happy to chat over Zoom about this?" - "Yeah, more than happy to help in any way I can... You down to hop on a quick 15 min networking chat to talk more about this?" **Pro tip**: ask if they are available immediately if you are chatting day of. Pays off and shows initiative. "You free right now to hop on a quick 15 min chat right now? We'll make much faster progress than in the DMs" **Setup**: free calendly account with new calendar event called "Synthesizer chat". Make it 15-30 minutes and add as much availability as you can around your schedule. Send them the link after they say yes. If they say no, don't but bug them about it. #### II. Set the tone Your first impression sets the tone of the whole call → excited & energised vs bored and desperately wanting the call to end. **Start with energy.** Smile, be enthusiastic, use their name and express how awesome it is to connect, ask them where they are calling in from. "[Name] So awesome to finally meet! Thank you for taking the time! Where are you calling in from by the way?" #### III. Ask questions All you need for an amazing conversation is **one good question** and a **hundred tiny follow up questions**. In the prep time before the call, write down what you genuinely want to ask them about. The best questions are based off something you already chatted about in the DMs. Listen, pay attention and ask follow up questions #### IV. End early Be respectful of their time. If the conversation lags, **end it early**. Dragging it on hurts both of you. "I don't want to be disrespectful to your time, seems we discussed everything we needed to discuss, I want to free you up so you can go back to work" If the conversation is flowing and both of view want to go over the limit great! But always check and give them an excuse to leave near the end. "Wow, our time is almost up, I have some extra space to keep chatting, but I know you must be super busy so if you need to hop off just let me know!" #### V. Follow up A day or two after the call is over, follow up with them and thank them for their time. Emphasise how much you enjoyed the call and highlight something specific you learnt. "Hey, [Name]! Thanks again for your time on [date]. Was a ton of fun to meet and learn more about [xyz] from you. Let's do it again when we both have some space. Let's stay in touch, let me know if I can help in any way in the meantime!" ### 4. Action - Start today **There is no script for making friends**. Use the examples as inspiration, not as scripts. Don't be autistic, don't be weird. --- # Phase 3: Case-study ## 3.1 The Path to Proof It's not what you can **promise**, it's what you can **prove**. ### 1. Undeniable - Stand above the competition Problem: growing a business or audience without proof is like applying for a job without a resume. In the Great Online Game you are constantly being tested like a job interview: **"Why should I listen to you?"** Most don't grow because they cannot answer this question. Proof > Promise. No one can replicate your proof, that is unmatched. The ones with proof and real skills to back what they say reap all the rewards while the others fight for the scraps left over When you buy something online, the first thing you do is to check the reviews. > **Proof is only as profitable as the way you share it** Solution: collect a case-study 1. Proof > Promise. Your proof is the one thing no one can copy. 2. Case studies = modern resumes. The most powerful way to demonstrate proof. 3. One good result is the gateway to more. Help one person and they will refer you to more. ### 2. Greatness - What do I actually do? Problem: most educational creators skip steps... **Problem 1. They create educational content before doing anything.** "why should I listen to you?" 4 things educational creators can sell: 1. Do It Yourself (Courses, ebooks) 2. Done With You And Others (Communities, group coaching, cohorts, challenges) 3. Done With You (1 on 1 coaching) 4. Done For You (Services) **Problem 2. They go straight to creating content or selling courses/communities** - *Courses and communities* are the *Hardest* to sell and the *hardest* to fulfil - *1on1 Coaching and Services* are the *Easiest* to sell and the *Easiest* to fulfil **Start with Services or Coaching** Only consider selling courses or paid communities once you run out of time, and need a more scalable delivery mechanism. Even then it often makes sense to just increase your prices **Problem 3. They try charging high prices before getting a case-study** Proof law 1: What matters most is getting good at what you do Proof law 2: Your proof will evolve over time, you only need 1 piece to get started Proof law 3: Don't teach what you haven't done > *Solve problems, share solutions.* ### 3. Blueprint - The path to proof collection Help someone solve a problem. 1. Discovery → Find ways to help people 2. Customise → Create custom free work solutions 3. Client success → Deliver exceptional results 4. Case Study → Capture proof and leverage it If you follow this process 10 times, it is unreasonable you don't get at least 1 and more likely 2-3 clients. **Commit to doing the work.** Remember the only 3 things that matter: Attracting, Converting and Delivering **After completing this phase you will become undeniable.** --- ## 3.2 Discover desires and problems to solve ### 1. Desires - The gap between where you are and want to be People buy because there is a gap between "where they are" and "where they want to be" and because there is a *desire* to fill that gap. Desires could be anything... and they are different for everyone. **Problem: People sell things that people don't desire strongly** Many creators fail playing the "guess and test" game. No attention, no case studies, no sales... > "You cannot *create* desire, you can only *channel* existing desire" If you solve someone's *core desire*, they will be very happy to pay you (even ↑price) > **Beautiful money meets two criteria:** > > 1. It's a product of following your life's work > > 2. The giver of the money is happy he gave The best offer you can make is for *one* specific person *who you know*, for desires you *know they have*, to solve problems *you know they face* **Don't make one-size-fits-all offers** → create one that only works for one person and doesn't fit anyone else **Solution:** The best way to find and channel desire is to **talk to people** and find out the specifics of their unique situations, problems and dreams so you can give them exactly what they want. Follow the order: Orient → Network → Case-study. No shortcuts. ### 2. Discovery - Finding core designs and problems Discovery calls are sales calls without the selling The CDP is: Current situation, Desired situation and Problems (standing in between). Discovery law: every time you understand someone's current situation, desired situation, and *have the ability to help* them solve their problems, you do free work for that person. **Setting up a Discovery call:** reach out to people you are chatting with using this message > Hey [Name]! I'm working on a new way to help people for free and part of that is nailing my Discovery process so I can find the best way to help > > Would you be available for a quick call [date and time]? It should be fun and valuable! > > [send calendly link] Pro tip: ask them to jump on a call right away when chatting back and fourth money love speed, if you're faster you'll go further **Audunn Universal version:** > Hey [Name], hope you are well! - SEND > > I'm taking a course right now to become a coach and I'm currently looking for a beta client to work with so I can get some practice. > > Can I coach you for free on Google Meet for 1-4 sessions to help you reach some of your biggest goals faster? - SEND > > It should be valuable and fun, no strings attached. - SEND **Audunn Customisation template:** > Hey [Name], hope you are well! - SEND > > I'm building my [coaching type] and looking for a beta client to work with for free so I can get practice and testimonials. > > Can I help you [specific result] over the next [timeframe]? - SEND > > It should be valuable and fun, no strings attached. - SEND **Pre call prep:** - Print/write out your discovery flow - Keep a piece of paper and pen handy - Ensure you are in a place free from distractions - Minimise other tabs and only keep one window open - Make sure you are recording the call (essential for later) - Breathe deeply, smile, and join the call exactly when the clock hits the minute Discovery setup: 1. Start with energy, put the guest at ease "Hey [name]! How's your week going?" "Where are you calling in from?" 2. Take lead and set the context of the call "Perfect! My goal at the moment is to discover people's goals and constraints to see how many people I can help for free before the end of the month. So if it's cool with you, I'll run through a string of questions I have for you about your life, your goals, and things like that? It should be fun!" The Discovery Flow can be used in any conversation you have. But it's most powerful on calls ### 3. CDP - The Discovery flow framework Principles: 1. Don't be a robot reading a script 2. If you confuse them, you lose them 3. Follow up on pains and desires, dig deep 4. Connect to their responses to show you are listening 5. Use the flow as a checkpoint system, like in a video game 6. The more calls you get on, the more confidence you will build 7. Understand what you are looking for and roll with the flow of the call 8. Remember. You are capable of transforming their life for the better. Own it 9. Don't rush. Ask follow up questions until you get what you need. No skipping ahead CDP: Current, Desired, Problems **Current:** Ask them about their day. Talk to them about their business, relationships, health and life. Listen, and see what they bring up without you prompting. **Desired:** Ask them about what they wished their day looked like, where they want to be with their business, relationships, health or life. Listen and when you hear them say what they want, summarise it back to them to confirm and show you are listening. **Problems:** People like to talk about their problems. They always have something to blame for not being where they are. This is good, listen for them, and when you hear them mention one, probe deeper and see what comes up **Pro tip: dig deeper**, ask them for more details and information on their current, desired and problems Once you have what you need, **wrap up the call** > "Got it. I have some ideas for you that I think would really help, but I want to organise them a bit more before I share them with you. Is it cool if I reach out in a couple of days on [platform] to share some free solutions?" Finding their Current Situation, Desired Situation and Problems IS A CRUCIAL STEP ### 4. Action - One step closer to freedom Do as many Discovery Calls as possible --- ## 3.3 Create customised solutions ### 1. Free work - The path to getting paid later Problem: no one wants to work with you Imposter syndrome (back to 9-5?) → Persevere and help for free, trust the process No client? no one wants to work with you → **Help them for free**, the imposter syndrome vanishes. Free work is not enough, it has to bee great. Great is a **quick meaningful win** out of their Current situation, overcoming their Problems and pushing them towards their Desired situation → CDP Not the whole transformation, *just one step* of the way Don't try and help them reach their Desired situation for free. Help them get a quick win for free. ### 2. Customise - How to make your free work great Don't ask how you can help. Figure out how you can help, do it and give it to them Two ways to get quick wins: | Service Trial | Quick Win Coaching | | -------------------------- | -------------------------------- | | You deliver solution | You guide them through solution | | Focused on one deliverable | Focused on building them up | | Minimal Client involvement | Requires more client involvement | | *For people ahead of you* | *For people behind you* | **Free Work Outputs**: - Future Client - Referrals - Case-study Free Work is the ultimate Lead Magnet Helping multiple people → start noticing *patterns* → use the *patterns* for future scalable lead magnets and offers (courses and paid communities) **The reasonable client roadmap:** - Do a discovery call - Figure out how to help - Do it and give it to them - They like it and say thank you - You keep helping them without asking - They mention a bigger desire or problem - You offer to help them solve that problem too - They start paying you It isn't "you give free work, they say thanks and they give you money". It's a process. ### 3. Process - Select a quick win to help with Remember the Discovery Law: every time you understand their CDP you do free work Listen to your gut. After discovery call → idea of help... pursue the idea first, then evaluate it with the following process 1. **Chunking:** Take big dream outcome and chunk into small actionable quick wins 2. **Free work method:** Choose to do either a Service trial, or a Quick Win Coaching, depending if they are ahead of you or behind you 3. **Quick win:** Choose one of the quick wins that are aligned with you *superpower* and you have the greatest skill in delivering Every problem you solve creates a new problem. The new problem is what you get paid to help solve. --- ## 3.4 Deliver extraordinary results ### 1. Results - Why Delivering Results Matters 3 outcomes of the free client: Don't deliver, Deliver or Overdeliver on your promise > Always give people more than what they expect to get Results equal: Future client, Referrals and Case-study **One client has the power to change your life** A satisfied customer is the best business strategy ### 2. Customer success - Principles and practices How to get clients → How to deliver outstanding results. Customer success is made of two pieces: **Pre-Delivery. Making it great before** 1. **Promise** - Make promises you can keep 2. **Attention to detail** - Quality is everything 3. **Less is more** - Don't do it all, do one thing great 4. **Shock them** - Give what they will be shocked to receive 5. **Time** - If you want to make it good, spend more time on it. 6. **Convenience** - Take the brunt of the workload and time off their shoulders. **Post-delivery. Making sure they get results** 1. **Active vs Passive** - Don't be passive, seize initiative 2. **Accountability** - Hold them accountable 3. **Speed** - Respond quickly and work efficiently 4. **Tough Love** - Help them with their weaknesses 5. **Positive Reinforcement** - Remind them of their wins ### 3. Implement - Apply to your clients Less is more, remove everything that doesn't contribute to the end goal (If they can do it without it, take it away even if it looks pretty). **First: Create it.** - Service trial → go do the work - Quick Win Coaching → go build the coaching - Only get on another call to go through the free work *if you need to* → **Convenience is king** (not getting on a call is faster and more convenient) **Simplest presentation** → put it in a google doc and walk through it with a loom (aka document with a screen recording) **Second: Deliver it - Give it to them** > Hey [Name]! Really enjoyed our conversation last [date], I know you [problem], so I created [service trial] to help get [desired situation]. Let me know what you think! Every time you do free work you build your skills. The greater your skills the greater results you can get people and the more lucratively you will be paid. --- ## 3.5 Collect a case study ### 1. Payday - Unlock the power of free work No ask = no results No paying clients = no return on free work investment No referrals = you stay stuck No case study = no social proof ### 2. Ask - When and what to ask Ask for Future client. Ask for Referrals. Ask for a Case-study Only ask when you put yourself in a position deserving of a yes and you see an opportunity to help more. - deserving of a yes → delivering the quick win - opportunity to help more → overdelivering and listening **First ask: Client** "Would you be interested in seeing what it would look like to continue working together on [dream outcome]?" **Second ask: Referrals** "Do you know anyone else who would be interested in getting [quick win] for free too?" **Third ask: Case Study** "Would you mind giving me a testimonial? It should only take 2 mins!" ### 3. Collect - Case-study collection framework A case study is any form of social proof. Case study and testimonials are the same, they're social proof. Case-study is the one I write, Testimonial is written by the client. Words collection is more important than the format. Ask for what you want! People hate giving testimonials starting from a blank sheet. Use a template to make it easier: "Working with **Your Name** as [adjective]. He helped me go from [current situation] to [desired situation] without [common problem]. If anyone is interested in [free work] I cannot recommend **Your Name** enough." ### 3 Case-study Pillars (for long duration clients) **Before** - Where were you before working with me? - What where you struggling with before working with me? - What were your biggest concerns before working with me? **During** - How long have you been working with me? - What's been your favourite part about working with me? - What made you take the step and decide to start working with me? **After** - What results have you achieved? - How has your life improved since staring? - Would you recommend me to a friend and why? By doing this you will get a great case-study that works well on every content, every platform, every ad. It is the ultimate social proof.