Module 03 – People. Product. Process.


Okay, in this module I want to talk about people, product, and process. And I know you might be thinking, “What the fuck is he talking about? This seems like a whole heap of mumbo jumbo.” But it’s not, and in fact this is something I’ve learned from watching television series on Foxtel I believe it was, which is cable TV here in Australia.

I learn a lot from watching this show, and I applied what I learned from watching that show within my own business. And once you break it down and simplify what it is that you’re doing into three … those three levels. The people, product, and process, it makes everything so much easier.

So let’s jump straight into it.

Okay, not sure if you’ve seen this show. I highly recommend that you check it out if you haven’t, it’s called The Profit, and the main star of the show is Marcus Lemonis.

This show, if you’re familiar with Gordon Ramsey’s Kitchen Nightmares, where he goes in and pulls restaurants apart, he essentially just picks out the box, turns it upside down, shakes everything out, and then puts it back together so that it’s actually working. This is very similar to that except instead of restaurants in the food industry, Marcus helps out struggling businesses. So it could be anything from sign writing to child care centres, and whatever else.

But again, this show, I found, just incredible. Marcus Lemonis is a well known, high profile, multi-billionaire who lives in the United States. And I think his main business is camping, I could be mistaken. I think that’s right, but in any case I just love the way in which he broke these businesses down, and highlighted where they were broken and how business owners could go about fixing them.

What really fascinated me about Marcus’ strategy was it didn’t really matter what the business was. Again, it could have been anything from a restaurant, to a bar, to a camping store, or anything else in between. He applied the three P’s which he talks about a lot within this show and it just fit every single time. So I want to share with you how the three P’s … how I’ve adopted the three P’s within my business and how I think … and why I think it matters and how you should probably do likewise.

The first P of course is people, now people, this refers not to your customer base, well I guess it would to some extent but it’s more about the people that work for you, so your employees. Depending on where you are in your journey, whether you’re a freelancer, you’re a soloist and this may not apply but I’m sure at some point you’re gonna start hiring. And let’s … hopefully that happens very quickly. The people that work within your business, they matter. And they matter a lot. Because you can be providing the best product, SEO of course, and have your processes in check but if you’re people are letting you down then you’re fucked.

And this has happened, all I can say is, it’s really hard to find good help. I’ve hired and fired more people than I care to remember over the years. And I’ll definitely talk about this later on, when you go through the process of hiring a person and taking them, and getting them on board, and training them up. You’re really dependent on them to get the job done and get it done right. So the people that you hire within your business really really matter. You can’t have people fucking letting you down, or being short, failing to meed deadlines, providing shit quality work.

This stuff, you’ve gotta have the right people on board. Okay, the product. You know the product is SEO, that’s pretty self explanatory and we all know that there’s huge demand for SEO services to the product will sell. Itself so long as you have your processes and everything else in check. And that’s what … that’s the whole point of this training course.

Okay, lastly of course is your process. And it’s interesting you know, watch this show, a lot of the businesses either don’t have processes or the processes they have in place are ineffective or they’re completely broken. This is probably the most important part of the three P’s. I mean they’re all codependent on one another, of course, like I said, you can have a great process and great people if the product sucks well than it doesn’t really matter. But process, process, process. I talk about this a lot with my coaching clients because it amazes me how many people come on board for coaching that’s a, “You know John I’m really struggling, and I’d like to get to $10,000 a month.

And I start digging around and asking questions, and they don’t have an onboarding process, they don’t have a campaign process, they don’t have reporting process, they’ve got no processes in place. They just … essentially just winging ever client that calls. Or emails. And it’s just madness, as I said a moment ago I worked in government, worked in the IT industry within government for quite some time. 9.5 years I think it was, and I’ve taken a lot of what I learned working within government because they’re heavy on processes. You know, you sneeze and you go to fill out a incident report form and a lot of those processes, you can take processes too far and have things that just slow you down.

But you’ve gotta have processes in place, it’s really really important for a number of reasons. Making sure that you don’t end up working outside the process and helping clients with things that you shouldn’t be getting bogged down in, and ensuring efficiency within your business, controlling costs, ensuring you’ve got prot=fit margins in check and everything else. So this is something that it’s absolutely important. Again that’s the whole point of this training, I’m gonna be walking you through my entire process, which is gonna help keep you in check.

Speaking about processes, I use Asana which is a project management software, and this is the actual version I’m using is free, I think you can get up to 10 staff or something in here before you have to start paying for it. But I’m a big fan of a sauna for managing my processes. Again, I break everything down to … almost like a checklist, step one do this, step two do that. And I’ve built out this process within my own business for every single campaign that I get. Client come son board, new prospect, I’ve got an onboarding process to we go to campaign setup.

Account access, everything from start to finish, from when they cancel out, and I send them the feedback form, and I close the account. So having a process in check, if you don’t have a set process, you’re about to have one. This is super super important. It’s probably the biggest part of ensuring this business can work and be profitable.