Ponds, Oceans, or Wells of Water

June 21st, 2013 by Rich Christiansen

As I mentioned in a previous post this week I had the opportunity to fly down and meet with Ray Bard who is just a brilliant mind, to put it mildly. Ray is known as the grandfather of the publishing industry and has orchestrated the success of many books and it’s largely because of the models and structure he has created. Today I’d like to share two of them with you, and although they were crafted for the book industry they actually relate well to any product or service.

To determine the sales potential of the opportunity at hand Ray uses the above diagram. Along the horizontal axis there’s the market depth also known as the “felt need”. You must identify how much “felt need” or motivation exists in order for someone to act or do something meaningful. The vertical axis is the market size, or the number of potential customers.

When it is shallow with a very small felt need you end up with a swamp, placed in the top left-hand quadrant. In a swamp there’s a lot of people there but it’s not interesting enough to gain sufficient momentum or traction and so obviously it’s not a real great place to fish. To continue that train of thought the worst place to fish is a puddle. From a publishing standpoint a puddle would be a little book of interesting thoughts. They may be kind of fun, but there’s not a great felt need and the market size for them is not really high.

In the middle of chart where there is a middle-market depth and some felt need is a lake. It is composed of general interest type topics, but nothing super, super compelling or motivating. Then there are areas where there is very broad interest and strong felt need, this area is similar to the ocean! The difficulty in fishing in the ocean is that it is SO broad and SO vast you can’t focus.

Ray’s premise is that the best place to fish (or the best place to create a book) is in a well. A well is very tightly defined, very easy to access and you can quickly identify with a strong “felt need” market.  Although the size may not be as significant as the ocean, picture yourself fishing in a well or, even better, a fish hatchery. It’s much easier to catch fish. The market is tightly bounded, confined and easily targeted.

Anytime you’re looking at a market opportunity, whether it’s in Ray Bard’s perspective of books, or whether it’s selling widgets or gadgets, try looking at your task in this context – aim for a very tightly well-defined market with a very strong felt need, and you’ll see a high probability of success.

Ponds, Oceans, or Wells of Water

June 21st, 2013 by Rich Christiansen

As I mentioned in a previous post this week I had the opportunity to fly down and meet with Ray Bard who is just a brilliant mind, to put it mildly. Ray is known as the grandfather of the publishing industry and has orchestrated the success of many books and it’s largely because of the models and structure he has created. Today I’d like to share two of them with you, and although they were crafted for the book industry they actually relate well to any product or service.

To determine the sales potential of the opportunity at hand Ray uses the above diagram. Along the horizontal axis there’s the market depth also known as the “felt need”. You must identify how much “felt need” or motivation exists in order for someone to act or do something meaningful. The vertical axis is the market size, or the number of potential customers.

When it is shallow with a very small felt need you end up with a swamp, placed in the top left-hand quadrant. In a swamp there’s a lot of people there but it’s not interesting enough to gain sufficient momentum or traction and so obviously it’s not a real great place to fish. To continue that train of thought the worst place to fish is a puddle. From a publishing standpoint a puddle would be a little book of interesting thoughts. They may be kind of fun, but there’s not a great felt need and the market size for them is not really high.

In the middle of chart where there is a middle-market depth and some felt need is a lake. It is composed of general interest type topics, but nothing super, super compelling or motivating. Then there are areas where there is very broad interest and strong felt need, this area is similar to the ocean! The difficulty in fishing in the ocean is that it is SO broad and SO vast you can’t focus.

Ray’s premise is that the best place to fish (or the best place to create a book) is in a well. A well is very tightly defined, very easy to access and you can quickly identify with a strong “felt need” market.  Although the size may not be as significant as the ocean, picture yourself fishing in a well or, even better, a fish hatchery. It’s much easier to catch fish. The market is tightly bounded, confined and easily targeted.

Anytime you’re looking at a market opportunity, whether it’s in Ray Bard’s perspective of books, or whether it’s selling widgets or gadgets, try looking at your task in this context – aim for a very tightly well-defined market with a very strong felt need, and you’ll see a high probability of success.

The Pendulum Principle with Michael Drew

June 19th, 2013 by Rich Christiansen

(A transcript of a conversation between Rich Christiansen and Michael Drew at the Wizard Academy in Austin, Texas May 2013)

Rich: One of the favorite things I do every year is I come down to the Wizard Academy here in Austin, Texas. I’m coming to you live from the Engelbrecht House. I’m here with my dear friend, and actually my agent for The Zigzag Principle the infamous, the one and only Michael Drew.

Michael: Thanks, Rich.

Rich: Michael has put more books on the New York Times Best Sellers list than anyone you’re ever going to find. Michael is a rock star, but the reason I wanted to interview and talk to Michael today is specifically about Pendulum, about the Pendulum Principle which is one of the most profound teachings and learning tools and it is in fact a book that you and Roy H. Williams just did and I wanted to have Michael share for a minute and a half or two minutes about the overall and arching principles of The Pendulum. Michael Drew.

Michael: So Roy H. Williams, the founder of the Wizard Academy owns the fourth-largest advertising agency in North America for buying radio advertising. He’s in marketing advertising, I’m a book marketer in marketing advertising and as marketers we wanted to give our clients a competitive advantage. How do you give your clients the competitive advantage? By being able to predict what their customers want before their customers know that they want that. How do you do that? Well Blackie Sherrod, the famous sports writer stated that, “The reason history must repeat itself is because we pay so little attention to it the first time.” And King David said in The Book of Solomon, “That which has been is that which shall be. And that which is done is that which shall be done: and there is no new thing under the sun. Is there any thing whereof it may be said, See this is new? It hath been already of old time, which was before us.” (Ecclesiastes 1:9-10)

So what this told us was that history must repeat itself. In fact when we look at it scientifically we know that there’s something called the Chaos Theory, which basically states that there are patterns larger than what we can comprehend. If this is true for science then it seems to be true from a spiritual and historical standpoint this must accurately be correct. So what we did is we went back and researched the last three thousand years of recorded Western civilization looking for a pattern and indeed we did find a pattern. We found that society changes every forty years from a cycle of “Me”, about the individual, about big dreams, about pushing to be bigger and better than who you are to a cycle of “We”, about Community, about doing what’s best for Society as a whole. It’s not about big dreams but rather about small actions. We shift predictably every forty years from a “Me” to a “We” or from a “We” to a “Me” and interestingly enough the changes that we can all see happening all around us in society just shifted back in 2003 as we went from a cycle of “Me” to a cycle of “We”.

Rich: So just to articulate what he just said he just gave you a crystal ball, he just gave you a palm reading telling you just exactly what phase of development we’re in. When I discovered this it was like, “Aha! Ta-da!” It was instant insight to understand the buying behaviors and patterns that are going on. So, Michael go just a little bit more on this, indeed what he gave you was a predictor on the behavior and the cultural elements on what’s taking place right now.

Michael: Absolutely. So what we’re able to do once we know that we’ve moved from “Me” to “We” we know how to change the way that we hire employees. We know how change the way we communicate and market to our audiences. We even know what types of products and services need to be created. One of the reasons that we’re in a recession today is because of the shift from “Me” to “We”. This happens every time we shift from “Me” to “We”. We have an economic downturn because businesses and governments that get heavily into one cycle, in this case the “Me” cycle, they think that way and they act that way and when society shifts to a “We” it takes longer for businesses and for governments to shift and so we always go through a recession and we have economic issues. It takes the youth of society to come in and give new business models each and every time to replace the old business models to be able to rejuvenate the economy so to speak.

Rich: Awesome. So Michael, I have two last questions, first of all I want you to quickly say what my viewers can expect to see in the next ten years. Quickly, just a pattern that they’re going to see in the next ten years.

Michael: What we’re going to see is a movement. What happens in the Pendulum Presentation and book is we describe a sociological and psychological shift from “Me” to “We” or “We” to “Me” and there’s a beauty in “Me” and there’s a beauty in “We”. What happens is we always take it as human beings a good thing too far and as we’re now ten years into a “We” cycle we’re starting to move into taking “We” or community-based mentality too far. So we’re moving into a twenty-year micro-cycle of ‘I’m ok. You’re screwed up’. We call this the Witch Hunt Cycle because throughout the history of mankind if there is ever a witch-hunt it’s always happened in this twenty-year time frame. Eighty years ago in Europe we had Mussolini, Stalin, and Hitler in Europe. In the United States we had Joseph McCarthy and we had the Japanese Internment Camps. Before that in the United State we had the Civil War and the Second French Revolution. Eighty years before that we had the American Revolution, the First French Revolution, Bloody Mary.

Rich: So you’re going to depress us all!

Michael: All these things have happened in the cycle so we’re heading into the cycle of “I’ ok. You’re screwed up”. From a business standpoint this is really important because what we’re taught in a “Me” cycle is that we want to define what we stand for, but in the next twenty years what’s most important is not defining what we stand for, but rather stating what we stand against.

Rich: Well said, alright. Great information. So my second question is, Give us the URL of your website and let me strongly encourage everyone that this one of the ten must-read-books you should have in your library. This gives you indeed the predictor of what’s going to happen and some level of sanity of the cycle we have before us.

Michael: In fact, I’ll give you the URL. It’s www.penduluminaction.com. When they buy the book we’re actually only asking them to cover the shipping and handling for the book, seven dollars, they get the book for free. We’re going to give them a copy of the full Pendulum Presentation on a membership site for free when they buy the book as well as some other training. So they submit the shipping and handling for the book, they get the book, they get the Pendulum Presentation, and some other training.

Rich: Awesome. Thanks so much, Michael. You’re the man.

Michael: Thanks, Rich.

The Pendulum Principle with Michael Drew

June 17th, 2013 by Rich Christiansen

(A transcript of a conversation between Rich Christiansen and Michael Drew at the Wizard Academy in Austin, Texas May 2013)

Rich: One of the favorite things I do every year is I come down to the Wizard Academy here in Austin, Texas. I’m coming to you live from the Engelbrecht House. I’m here with my dear friend, and actually my agent for The Zigzag Principle the infamous, the one and only Michael Drew.

Michael: Thanks, Rich.

Rich: Michael has put more books on the New York Times Best Sellers list than anyone you’re ever going to find. Michael is a rock star, but the reason I wanted to interview and talk to Michael today is specifically about Pendulum, about the Pendulum Principle which is one of the most profound teachings and learning tools and it is in fact a book that you and Roy H. Williams just did and I wanted to have Michael share for a minute and a half or two minutes about the overall and arching principles of The Pendulum. Michael Drew.

Michael: So Roy H. Williams, the founder of the Wizard Academy owns the fourth-largest advertising agency in North America for buying radio advertising. He’s in marketing advertising, I’m a book marketer in marketing advertising and as marketers we wanted to give our clients a competitive advantage. How do you give your clients the competitive advantage? By being able to predict what their customers want before their customers know that they want that. How do you do that? Well Blackie Sherrod, the famous sports writer stated that, “The reason history must repeat itself is because we pay so little attention to it the first time.” And King David said in The Book of Solomon, “That which has been is that which shall be. And that which is done is that which shall be done: and there is no new thing under the sun. Is there any thing whereof it may be said, See this is new? It hath been already of old time, which was before us.” (Ecclesiastes 1:9-10)

So what this told us was that history must repeat itself. In fact when we look at it scientifically we know that there’s something called the Chaos Theory, which basically states that there are patterns larger than what we can comprehend. If this is true for science then it seems to be true from a spiritual and historical standpoint this must accurately be correct. So what we did is we went back and researched the last three thousand years of recorded Western civilization looking for a pattern and indeed we did find a pattern. We found that society changes every forty years from a cycle of “Me”, about the individual, about big dreams, about pushing to be bigger and better than who you are to a cycle of “We”, about Community, about doing what’s best for Society as a whole. It’s not about big dreams but rather about small actions. We shift predictably every forty years from a “Me” to a “We” or from a “We” to a “Me” and interestingly enough the changes that we can all see happening all around us in society just shifted back in 2003 as we went from a cycle of “Me” to a cycle of “We”.

Rich: So just to articulate what he just said he just gave you a crystal ball, he just gave you a palm reading telling you just exactly what phase of development we’re in. When I discovered this it was like, “Aha! Ta-da!” It was instant insight to understand the buying behaviors and patterns that are going on. So, Michael go just a little bit more on this, indeed what he gave you was a predictor on the behavior and the cultural elements on what’s taking place right now.

Michael: Absolutely. So what we’re able to do once we know that we’ve moved from “Me” to “We” we know how to change the way that we hire employees. We know how change the way we communicate and market to our audiences. We even know what types of products and services need to be created. One of the reasons that we’re in a recession today is because of the shift from “Me” to “We”. This happens every time we shift from “Me” to “We”. We have an economic downturn because businesses and governments that get heavily into one cycle, in this case the “Me” cycle, they think that way and they act that way and when society shifts to a “We” it takes longer for businesses and for governments to shift and so we always go through a recession and we have economic issues. It takes the youth of society to come in and give new business models each and every time to replace the old business models to be able to rejuvenate the economy so to speak.

Rich: Awesome. So Michael, I have two last questions, first of all I want you to quickly say what my viewers can expect to see in the next ten years. Quickly, just a pattern that they’re going to see in the next ten years.

Michael: What we’re going to see is a movement. What happens in the Pendulum Presentation and book is we describe a sociological and psychological shift from “Me” to “We” or “We” to “Me” and there’s a beauty in “Me” and there’s a beauty in “We”. What happens is we always take it as human beings a good thing too far and as we’re now ten years into a “We” cycle we’re starting to move into taking “We” or community-based mentality too far. So we’re moving into a twenty-year micro-cycle of ‘I’m ok. You’re screwed up’. We call this the Witch Hunt Cycle because throughout the history of mankind if there is ever a witch-hunt it’s always happened in this twenty-year time frame. Eighty years ago in Europe we had Mussolini, Stalin, and Hitler in Europe. In the United States we had Joseph McCarthy and we had the Japanese Internment Camps. Before that in the United State we had the Civil War and the Second French Revolution. Eighty years before that we had the American Revolution, the First French Revolution, Bloody Mary.

Rich: So you’re going to depress us all!

Michael: All these things have happened in the cycle so we’re heading into the cycle of “I’ ok. You’re screwed up”. From a business standpoint this is really important because what we’re taught in a “Me” cycle is that we want to define what we stand for, but in the next twenty years what’s most important is not defining what we stand for, but rather stating what we stand against.

Rich: Well said, alright. Great information. So my second question is, Give us the URL of your website and let me strongly encourage everyone that this one of the ten must-read-books you should have in your library. This gives you indeed the predictor of what’s going to happen and some level of sanity of the cycle we have before us.

Michael: In fact, I’ll give you the URL. It’s www.penduluminaction.com. When they buy the book we’re actually only asking them to cover the shipping and handling for the book, seven dollars, they get the book for free. We’re going to give them a copy of the full Pendulum Presentation on a membership site for free when they buy the book as well as some other training. So they submit the shipping and handling for the book, they get the book, they get the Pendulum Presentation, and some other training.

Rich: Awesome. Thanks so much, Michael. You’re the man.

Michael: Thanks, Rich.

The Champion’s Blueprint

June 4th, 2013 by Rich Christiansen

(A transcript of a conversation between Rich Christiansen and Dr. Jeff Spencer at the Wizard Academy in Austin, Texas May 2013)

Rich: Hi everyone! I’m here again with Dr. Jeff Spencer again at the Wizard Academy in Austin, TX and I always so look forward coming down to these events because I get to hang out with all these supersmart, brilliant people.

Dr. Spencer: Like yourself and it’s such an honor to meet you so thanks for the invitation.

Rich: Dr. Jeff Spencer here. He’s the founder of a concept called The Champion’s Blueprint. Dr. Jeff has indeed worked with champions throughout the world. Last time we met you taught me an incredible principle called The Sustainable Championship’s Blueprint which is how you endure once you’ve hit success and I would love to have you share that concept with my followers.

Dr. Spencer: Well, I appreciate that and I think the first thing, Rich is to realize that success is never an accident. It’s the very deliberate outcome of very deliberate actions that are consistently applied. I looked at the success that I had with all the people I worked with and said, “Can I actually draw what this looks like? What is the structure that enables them to do two things? How they get to the top, which is the first part of the journey, and after that how we create a lasting legacy that serves as permanent almost footprint on what it is that we did with our talents to create a life of value, purpose, passion, and productivity.” The Champion’s Blueprint is a model that I created that has six different stages that a person goes through to develop the capacity to consistently create excellence in their life.

Rich: So as fast as you can, rip off what that looks like and I’m going to focus on the tail-end because that’s the part that captivates me.

Dr. Spencer: Alright. Tthere are six different steps of the Champion’s Blueprint.

Number One: You’ve got to have a mindset and you’ve got to know what to do and when to capitalize on life’s opportunities and avoid life’s pitfalls.

Number Two: You’ve got to be able to build and have the resources to carry the weight, to be able to climb the wall and get to the top and stay there.

Number Three: You’ve got to develop the skill and the capacity to do the action steps to be able to get to the top and perform at a level that is consistent and enables you to achieve your goals.

Number Four: Stage four is transition. That’s where we duplicate the actions that we took to be able to create our breakout performance to perform the very first time at the top.

Rich: So that’s going up the curve. That’s when you hit your first big success.

Dr. Spencer: That’s it. That’s going up the curve. That’s where you have that breakout performance and finally performing at a level that is consistent with your goals. Now, at that point the task is to make a new normal through consistency and duplication of those processes. Now once you get to the top you’ve got to adapt because once you get to the top the rules change. You need a whole other mindset, a whole other skill set to adapt to the challenges and stresses at the top.

Rich: So what you’re saying is if you keep doing what you were doing to get to the top in the first place you’re going to fail.

Dr. Spencer: Well that’s exactly right because the stresses and the strains at the top are different.

Number Five: Unless you adapt to the top to maintain a relevancy then forget it, you’re not going to be able to stay there. But it you stay there then you’re going to master what it takes to repeat this level of success consistently then at that point you’re at stage six.

Number Six: This is where you ride the wave. You peak, you prepare, you perform, and you pause and you ride this wave to complete a full legacy and that’s the way that champions do it.

Rich: Beautiful, absolutely awesome. This was a great insight for me. So many of us hit success and then flash in the pan and the big insight for me was simply this: Once you hit a peak you have to take a pause, rest, prepare, perform and indeed that’s what differentiates a good athlete from a champion or an incredible, sustainable, multiple win businessman from a one-hit wonder.

Dr. Spencer: Well that’s exactly the problem. Many people blow themselves up and they succumb to the myth that to be worthy of success you’ve got to kill yourself day in and day out, but that’s not the way they do it. You have to match your efforts with your recovery to create sustainability. That’s the way you create a long and successful legacy.

Rich: So that would explain why Tiger Woods only plays in the big, major golf tournaments and does not play in every one.

Dr. Spencer: That’s it.

Rich: And I know I can’t tell what athletes you worked with but-

Dr. Spencer: Actually I did work with Tiger.

Rich: You did work with Tiger?

Dr. Spencer: I did work with Tiger. These hands have actually been on Tiger.

Rich: I know what those hands do are magic. I can’t wait tomorrow to have them on me and fix me up good so thanks so much, Jeff.

Dr. Spencer: It’s my pleasure. Be well everybody. Onward and upward we’ll see you at the top.

Rich: Thank you.