There are a series of things you can do in business that ensures that it happens repetitively. And that is not the masses, the masses simply don’t understand what those rocks are and I’m going to cover them in the next couple of days. What those things are that my guys, I’ve been calling them triggers that can trigger getting into the money zone. The guys that have been around me long enough, the things I’m going to reveal to you, they won’t do anything without ticking those boxes. Mainly because we’re about a high probability of success.

There is a benefit that comes with this and the benefit is not knowing what to do quickly is a good thing, is it not? It is isn’t it because you can spend a lot of time and money and a lot of energy doing the wrong stuff. Anyone been doing that lately? Well these boxes will allow you to quickly eliminate those things that waste your time, money and energy because your most valuable asset is your time.

Ordinary to extraordinary, so trigger #1 is taking an ordinary business and making it extraordinary. And I’ve got a couple of favorite examples on this subject. By the way, this as opposed to some brilliant idea you may have had is responsible for more ordinary millionaires on the planet than anything else. It is highly unlikely you’re going to invent a new mouse trap. It’s valid but highly unlikely. Also risky, time consuming and costly.

However, what we do is take ordinary, everyday, incremental businesses…so what does incremental mean? Incremental means that most of you in a sense probably have come here to improve the number of clients you have, make more profit, improve your marketing system and I would suggest to you although that problem will be solved, it’s the wrong question.

We are about taking ordinary, everyday mundane businesses and thinking about them totally differently and turning them into extraordinary businesses. And like I say we’re going to give you some samples of that. Most people think in incremental.

Turning mundane ordinary business into an extraordinary business not an incrementally better businesses. So a couple of my favorite stories and one is Starbucks. You can imagine folks being in that interview when Starbucks was conceived. Schultz and a couple of his cronies were obviously sitting around and thought how the heck can we charge 7 bucks for a cup of coffee? We’re going to dish that cup of coffee up in a paper cup and it’s going to be so hot that essentially we’re going to have to put some cardboard around it so you can hold it. We’re also going to get a bunch of kids to serve it up to you so slowly that you’ll have to wait in queues. On top of that we’re going to complicate the menu so much that you’ll need to have an MBA in something just to figure out the menu. We’re also going to open these stores everywhere literally opposite each other and our ultimate goal is to open new Starbucks in the toilets of Starbucks. How would you like to invest in that puppy?

Anyone like to invest in that one?  Well historically it’s turned out to be good. But here is the thing; could you buy a cup of coffee on pretty much every street corner?  The answer is you can. well again the competitor, the competitor whoever that may have been, Duncan Donuts or someone like that, when they heard about this they were rubbing their hands together in glee saying what idiots creating European style ambience environments and charging 7 bucks for a cup of coffee, you’ve got to stand in a queue to get, etc. They would have been thinking this bunch of idiots have totally blown it and we make better coffee.

And that’s the meetings that are going on in your niche in your industry. Your competitors believe if you can just make better coffee you’ll have an extraordinary business. Well unfortunately it’s not product, never has been and never will be. I don’t see you, however, attempting to make a poor product. You’re doing your level best to produce good product but you’re not doing extraordinary businesses. Let’s face it; it’s not as if there wasn’t a coffee shop on every corner. They could have turned anywhere to get a cup of coffee, so it isn’t product and never has been.

So what they did, of course, is they took an ordinary, everyday commodity, product that you can buy anywhere and they turned it into an extraordinary business. Now this is where most self made millionaires have made their money. And that’s what we’re about, taking what you’re doing and making it extraordinary.

Another example and one of my favorites is Domino’s, of course. What Tom Monahan figured out is that he was always about the delivery. Piping hot pizza delivered to your door in 30 minutes or less or it’s free. Did they say anything about good pizza? Hell no and there is a good reason for that, why they said nothing about the quality of the pizza.

So this guy took an everyday normal product and we know the product is ordinary, it’s not as if you can’t buy a better pizza and absolutely made it an extraordinary product and changed the shape of the pizza industry forever. And by the way, what is not commonly known, originally the location for Domino pizzas was close to campuses and there is a very good reason for that. It’s called going to where the market is. Those kids, late in the evening smoking those funny stuff, all they really cared about was some carbohydrates, lots of it real fast in lots of quantity delivered to your door. They weren’t exactly interested in going out and fetching it for themselves. So originally that’s where he situated them, which was a masterful piece of work in and of itself. But again an incredible example of ordinary to extraordinary and that’s exactly what we do.

There’s never been any money in the thing, all the money is in the marketing of the thing.

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