How Jon Morrison Ditched the ‘Why’ and Focused on the ‘Who’ to Explode His Business

[00:00:03] Hector: Hello and welcome to another episode of the how to scale a business podcast. My name is Hector Santhia Esteban and I'm your host for today. Our special guest, Mr John Morrison. He is the founder of get clear and the former co founder of a business that he exited, which we'll talk about as well.

[00:00:19] Hector: And, A lot of cool stuff that he's doing today. So john, welcome. Thanks for hanging out with us today.

[00:00:24] Jon: Thanks Hector privilege to, to share this time with you.

[00:00:27] Hector: the name of the show is how to scale business. The first thing word that came to mind was ability and maybe it is ability, but a history of kind of finding a process, a system scaling that up and then Doing it again. And you're kind of in the midst of that as well.

[00:00:42] Hector: So I'd love for you to share your journey and kind of share a little bit about, how you got to where you got to. And then we'll talk about some of the cool things that you're up to as well today.

[00:00:51] Jon: Mm-Hmm., thanks. Yeah. The first time I did it was really just scro scrounging for opportunities, scrambling to figure out how to serve customers and just, designing the plane as we're in the air, or maybe even as we're on the ground trying to figure out how to get this plane off the ground, as an entrepreneur and needing to feed a family of three young mouths.

[00:01:13] Jon: And,we live in Vancouver. The mortgage is pretty expensive here. I've been told Vancouver is kind of like similar with housing prices as a Manhattan, but so similar to wages as Cleveland. So you can imagine there's a bit of tension built into our little world that we have up here in Vancouver, which is our expenses are high.

[00:01:34] Jon: , and, just to get a regular job it doesn't always. Pay the bills. So I found myself in the entrepreneur world, just struggling to figure out how do I build a business that feeds my family and helps us, just live and stumbled into the tech space. I started as a story brand guide and then found a tribe of people , they were hungry for.

[00:01:54] Jon: some help in with marketing and particular story brand work was kind of my expertise that I came into that market with and then we found a product and that was really the thing that I learned to have a product that you're selling more than just yourself. That's how I was able to scale. The thing was, it's a lot easier to copy and paste tech stuff rather than copy and paste my time, especially with three young kids in the house.

[00:02:20] Jon: So that was what I learned there. And then just. there's a lot of tech out there and people have a lot of tech options. We were building websites, at the time. And what I realized was that it wasn't really the websites that people loved about what we were doing. It was the customer support that we picked up the phone when they called or we jumped on the zoom call and they needed help.

[00:02:39] Jon: We just went over and above to create a great experience. And that's when we got them telling their friends that we were able to scale now because we had. Product and a service that they really appreciated. We found there was a huge hole in the market and most people, they didn't like their web designer anymore or something happened to the web designer or they didn't pick up the phone anymore or something happened that caused a sour relationship with the person who originally did their website.

[00:03:04] Jon: And then we were kind of, there and promising to go there. And then our clients were telling their friends they are there for me when I need them.and then that's how the referral started to happen in the social media, got we got attention on in various groups. so after that, now that we're, a year out of it from the exit, I've now realized, like, there is a process there.

[00:03:25] Jon: It felt like I was stumbling around, but the process was it was very clear and I just, got it down to three words. I figured it out. It was who, and it was what, and it was wow. So that was, you asked, what, how was the process of scaling? I now look back and now I can understand that it was who, it was a hungry tribe of, or underserved niche, And then it was what?

[00:03:46] Jon: It was a product that solved the market for a source, solved the problem for them. And then there was a wow, something that got them talking for the referrals. And now I can just see it's so clear. But at the time it was certainly just stumbling through trying to figure out how do I make a go of this entrepreneur life to feed my family?

[00:04:04] Hector: Yeah. How did you decide on the niche or the industry or the vertical that you decided on? Because with that being your who, was there stumbling blocks within that sort of figuring out process? Or did you, were you thinking about other ones and decided this way? Take us through that a little bit.

[00:04:22] Jon: Yeah, I've wrestled with that for so long. In fact, I've, put probably worn holes in my head. certainly lost a lot of hair, just scratching my head. Trying to figure out how do you find a niche, or a niche, whatever you wanna call it. I call it a who, because it's then you don't have to argue, is it the French version of NI niche or is it niche or whatever.

[00:04:37] Jon: I just say it's a who. but finding that group of people is, is a challenge, because there's. You can't just show up in a group. Maybe you can, but unless there's a huge problem in there that you are, then the expert that's going to come help, you're not usually invited into just, speak at people's conferences or people don't just take random emails or take random meetings all the time.

[00:04:58] Jon: You have to find the right opportunity. And I think it's usually a mix of something that, maybe they have a problem that you can solve or There's a common passion. So you're aligned with them, with their values. or I mean, sometimes it's just, you stumble into it like I did. So my, my, group was my, who was chiropractors and I was doing story brand as a guide, so working with Don Miller and his team, and then I was invited in to be a part of this mastermind group of chiropractors.

[00:05:28] Jon: I didn't even know anything about what they were doing. I just knew they needed a story brand guide. I was there to teach about story brand. And then. After they kind of really liked what I was doing, and so I became the story brand guide of this specific type of chiropractor and led to speaking about engagements, being a guest on podcastsand just being friends with them.

[00:05:49] Jon: And then the network started to grow and you start to, as you talk more to these people, you listen to their problems and then. The entrepreneur provides solutions. So I've thought about it a lot. I don't think there's an easy way to figure out your niche. It just has to be like you're an expert at solving a problem that they're asking for help for or there's a mutual alignment or just lightning strikes or providence, serendipity, whatever you want to, whatever word you want to use.

[00:06:14] Jon: But that's often how it works. But it's hard to just wake up and choose a nation and all of a sudden be an expert to that. It just doesn't happen that naturally or easily. Okay.

[00:06:23] Hector: Yeah, I think the challenge is that there's, you're essentially combining two expertises, you're providing your vehicle and the service that you provide. And then also, in this instance, the understanding of the niche or the, of the industry, what were some things that you did to kind of immerse yourself or to learn about, what, The challenges or problems or coming in from the outside, how did you all of a sudden, understand their perspective to where you can kind of be an insider or perform or, or services or, with that sort of understanding.

[00:06:58] Jon: Mhm. Yeah. Two things. First thing is it starts with caring. You have to care about these people. And by caring, I've always said the first question you should ask is what would you like in your coffee? And the reason why is it assumes there's some conversation happening where you are there to not just speak.

[00:07:16] Jon: But to listen, and when you listen, you create the emotional connection with them. And you also learn what, like, if you don't understand what your group, your niche, your, who is,what they're concerned about, it just means you're not listening close enough because people love to vent about what's frustrating them.

[00:07:34] Jon: And so I think just by showing up, one of the things that I love doing for the chiropractors, when I first connected with them was I just. would show up at their conferences and on conference, at conferences, I wouldn't even, I wouldn't even go to any sessions. I would just sit in the lobby and listen to them and buy them a drink.

[00:07:52] Jon: They'd buy me a drink. We just talk. And that's a great way to listen to what that what's bothering them, listening to like, oftentimes there'd be 10 of them in a lounge at this one conference that we would go to. And we would just sit and I would be the 11th guy didn't have a tag on just was listening and they would talk.

[00:08:09] Jon: And, and I would just Kind of take mental notes. And I think that because I was always interested in them, they thought I was interesting. That's a great life principle. Interested is interesting. So I would attend these events. Also, like if you get on a call with them, like it's so easy for us to just keep talking.

[00:08:26] Jon: Right. But actually to spend time listening is, is probably the best way to understand some of their pain points and then start to realize, okay, I've heard this pain point often. This must be a hole in the market. That then they're looking for someone for to help fill. And for me, it was just too many chiropractors had crummy doctor centric websites that got poor service or they were paying way too much from their existing provider and they were hungry for a change.

[00:08:53] Jon: And so that's where we just came along and provided excellent service, easy to use software and, at a price that they could afford and it just worked.

[00:09:03] Hector: One of the things that I've seen, and I can only say it because I've done it, so I know that there's other people who I'm sure have done it too, in the sense of trying to fit a square peg in a round hole or whatever that sort of saying is in the sense of they, they have this product or they have this service or they have this, in your instance, the software and they go, I'm going to, I'm going to force it onto these people, or I'm going to, kind of trying to jam that solution into somebody who may not, you See that, that they have that problem or they see the problem differently, or how did you work around that?

[00:09:38] Hector: Or did you find that your solution was a perfect match to what their challenges and problems were?

[00:09:44] Jon: Yeah, definitely not a solution for everybody. In fact, I usually had a list of things that, we would just turn people away in a polite way, but just say, look, I don't think we're the best fit for you. One, if they loved WordPress, if they were like WordPress only. And a lot of,SEO obsessed chiropractors, I would say that they're absolutely obsessed because SEO is literally how they live in and die by like, if they don't get, 10 new patients from Google in a particular week or month, then they're like,they're freaked out.

[00:10:15] Jon: They don't, they, they stop eating, they stop getting invited to parties because they're just only wanting to talk about SEO. So if you were just like SEO obsessed and WordPress only, I would just say, you know what, I don't think we're the right solution for you. And that's just because, SEO, we, if you heard enough people just focusing on SEO.

[00:10:32] Jon: Over the years, I, or I just learned like this is not a good fit because they're always calling you and they're always like wondering what they're ranking and want to ask super deep technical questions that our support team was just wasn't really prepared to take on those were a good fit. And there's SEO.

[00:10:49] Jon: Expert providers out there, they'll charge their hundreds of dollars every month. and we just weren't right for those people. We were right for like the people that just want a simple site, like, here's the, here's what the homepage, here's the about page, the services, the conditions that we treat and the contact.

[00:11:06] Jon: And we were just perfect for those kinds of people that just want a simple site. Yeah, and get their story clear. And we just found we could work with those guys all day. We had a referral partner in another software company. They were doing online booking, and we connected with their software through I don't want to geek out, but it's an API call.

[00:11:23] Jon: So we could actually bring over a ton of information from that particular software company and auto populate their site. We worked so well with them. And so if somebody was like, I hate WordPress, I work with this company for my booking. It was the company's name is JNAP and if they were a Jane customer and they were a certain type of chiropractor, we could do that website all day long because we could move quickly and,scale it would be easy because the good thing about chiropractors is that hip pain is very similar no matter where in North America you are.

[00:11:55] Jon: Back pain is the same too. And these particular chiropractors would talk about it the same way. So we could use a lot of the similar themes or similar content. And just copy and paste that information, tweak it a little bit, obviously, to make sure it's original content, but we could just do it over and over again.

[00:12:11] Jon: If somebody disrupted that by wanting, a WordPress only SEO focus, not a JNAP customer, then all of a sudden it represent more time for us and more headaches for them. And it wasn't a good fit. So we would just turn people away and say, I don't think we're the best solution for you. And they would often thank us.

[00:12:28] Hector: Yeah. It reminds me of this conversation I had the other day where as service providers, we oftentimes forget how long it took us to figure out those solutions. And so we, at least when he said that I was factoring in, just the current time and, the cost of the current time and labor, if you will, that goes into creating this sort of deliverable, But that's not factoring in all of the years that it took to, to find that solution to get to that place where now we can do it in this short amount of time.

[00:13:03] Hector: And we can do it at this level of scale because we've gone through all of those iterations. and I sometimes forget to factor that into not only the price, but also the value that we're, we're selling to the prospect, to the client.

[00:13:16] Jon: Yeah, that's always the tension was if you are able to move faster because you can scale, do you just keep the profit for yourself? Or do you lower the price for the client? And I think there's probably a balance in there. Obviously, I'm for the business owner making more profit, the service provider getting paid more for their expertise, but also at the same time, if you can lower the price and be more competitive, you're going to have an opportunity to pay.

[00:13:39] Jon: Okay. Okay. To gain some excitement in the market, whereas they'll say, Hey, these guys are a quarter of the price of another company. Now we may be saying we could charge four times more and still be at par with our competitors, but we got a ton of business from just being a lower price point. and when we're looking at the monthly costs, the monthly revenue was really what, what helped us do that?

[00:14:01] Jon: Because we knew we had a certain amount of money coming in every single month. That, we were covered. So no matter how much we made off this person and we had to obviously are set prices, but we could be lower because the monthly recurring revenue was growing so much because we're getting more, we're just getting volume rather than charging more for on the individual basis.

[00:14:22] Jon: So we knew what the market was charging and we were coming in lower because we were able to, To use our expertise to move faster for our clients. And they like that

[00:14:33] Hector: Yeah. really cool. When we get back from break, John, we've got into, we've dug into the who, and we've kind of touched a little bit on the what, but I'm really excited about the what and the wow. And so we're going to get into a little bit of that discussion right after this quick break.

[00:14:49] Hector: Hey y'all. Today's episode is brought to you by amplify media and we are a podcast and content production company. Well, we'd like to think of ourselves as the media entity for your business because chances are you probably have a passion, a product, a mission, a message, some sort of service that you're trying to get out to the world, but you might not have the time, the team or the tech skills to get it out there.

[00:15:05] Hector: Well, if that's the case, we can help go to amplify media. com. That's a M P L a F Y media. com. You can also check the show notes for the link. And with that, let's get back to John. john, I I love, frameworks. I was the, one of my favorite books was, as I got into sort of this personal development, business development, professional development world was Simon cynic start with Y and his was the why, why, what, how, right.

[00:15:32] Hector: It was kind of his, thing and there's some parallels to that in the sense that, the, there's a, yeah. The middle part is the what, right? And that's actually what you're delivering. And I think so many businesses, they either, well, I think this is such a key thing.

[00:15:47] Hector: They either falter in figuring out what that world class deliverable is, or what I've seen is they falter. Figure out what that world class deliverable is. And then they don't figure out how to tell people about it or they don't decide, they don't tell people about it. They keep it, a secret locked up under a bridge.

[00:16:03] Hector: So, I'd love for you, once we understand who we're serving, how does the, what part start to coalesce around that?

[00:16:12] Jon: Well, the reason why I guess, I'm glad that you've figured out that I was kind of going after a bit of Simon Sinek's work. He's brilliant. He's got a most successful TED talk ever charges, so much because he's a great speaker. However, the problem with starting with why is that I learned this quickly is that nobody actually cares about your why as much as you do.

[00:16:33] Jon: Like, your mom always wants to hear about your why, and your spouse, like, pretends to care about your why. But, most people, you climb the mountain, you get all inspired, you come back down, you realize nobody wants to talk about your why nearly as much as you would hope. And that's very frustrating, because we go from why to what, and we create this product because we're so inspired, but the problem is, We don't know who it's for.

[00:16:53] Jon: It's just for this great noble cause that I got while I was super inspired. And without a who, nobody really cares about what you're creating. So I always say you got to start with who. I did a TEDx talk on this. If someone's interested, you can just do a Google search of my name and start with who it's in there.

[00:17:12] Jon: But the thing that I found was so interesting is that when you do have a clear who, see, the why can always be. Going on in your heart, you know that you're there to help people that most businesses are need a customer. In fact, every business to start off needs a customer. And how do you have a customer?

[00:17:28] Jon: You have a person with a big problem. And then you learn who that person is, like I said, over coffee, sitting at their conferences, listening to the podcast, they listen to whatever it is, you are listening to them. And then you realize there's a problem that's keeping them up at night. You then say, as the entrepreneur, business owner, you say, I can solve this and that's the what that you create.

[00:17:51] Jon: Sometimes it's a service, sometimes it's a product, sometimes it's a widget, whatever it is, the good news is that in God's green earth, he's given us lots of opportunities to solve problems in so many different ways. Sometimes it's relationships. Sometimes it's just technology to make my life easier.

[00:18:07] Jon: Sometimes it's food or a great restaurant experience. Whatever it is, you listen to the problem and you solve it. And that's the, what, that's the bridge that we need. Who to what, if you know the, who clearly, then the, what. Will come naturally. But the problem is, if you jump, if you skip the who and you go from, you know why to what, then you're actually left with this amazing product that you don't know if there's anyone that actually wants this.

[00:18:31] Jon: And now you've got major work and a huge budget and marketing and trying to find someone and trying to, explain to them why they need this. It's a lot easier to just know who and then create a what for them.

[00:18:45] Hector: Yeah, much, much simpler. And I think much less heartache and frustration because I know I did that. I made that mistake. I took that and I said, okay, let's let me, I'm so inspired. Let me just create this thing. And then I've realized many a time that nobody wanted it. and instead it was, it was going the other way.

[00:19:04] Hector: when I started to realize that's when something becomes scalable. And when you start to get, really, intentional about that, who now you can create a what. That is really exceptional for that particular person.

[00:19:17] Jon: Yeah, and the pain that I have felt in that season of learning, discovering this, like I said, I discovered it all on the ground while building a business was I was working as a mostly service based provider. So I was providing messaging service. That's what we did with building a story brand. I was a guide and helping people with chiropractors clarify their message, make it more patient centric instead of doctor centric, make it more about the customer than about you.

[00:19:42] Jon: No one cares about your story. They care about their own story and how you can help them win. That was my message over and over. But the problem is I was selling, it was, it's considered a luxury item to have just a really expensive PDF sitting there on your desktop. I was the guru that provided the PDF of here's your clear message, but the problem is most chiropractors.

[00:20:03] Jon: This isn't the Mercedes 80s anymore, where they had all these beautiful cars and toys and stuff. This is lean years for chiropractors right now. So I was providing a luxury item to people who couldn't necessarily afford it. That's when I got into websites. I realized it wasn't the story brand PDF that they wanted.

[00:20:17] Jon: It was the story branded website. And so we had to create a product. The good news is that story, once we had created one story brand website, we could do that over and over again, because they all wanted the story brand website. it's something that they could look at the end of the day and say, This is mine.

[00:20:32] Jon: I can now show this to the world to help me make money rather than just the expensive service based PDF. Now they had a digital product that they could use. It actually ended up costing the same, pretty much for maybe a little bit more to have a website than a PDF, but at least they had something they could look at and say, this is what, where my money went.

[00:20:49] Jon: And that was a huge shift for me from being a luxury based consultant to a providing a, a very affordable, Website product to a group of people that needed a new website really badly. And that was what, how the, what the, what shifted because the who was getting tired or, I didn't, there wasn't enough chiropractors out there who wanted this, just a story brand service.

[00:21:12] Jon: They, but every chiropractor I know needed a website and that's the, that's where I realized, Oh, it, the, what has to be for the market, not for the who, not just what I want to do for them and create a fancy PDF,

[00:21:26] Hector: That's really good. You've mentioned it in spurts throughout it and how you've kind of weaved it in. But the last part is not, is contrary to Sir Cynic is not the how, but is the wow. When I love that spin on it. So talk to us about that and how were able to implement that or how you kind of stumbled upon that or learn that as the third part of the process.

[00:21:49] Jon: Yeah, it was when we were going after Google reviews, really did a push for a season to promote our Google presence. And so as we were promoting, like, hey, would you mind leaving a review about your experience? They all came back saying,Clinic Sites is a great company. Josh is the best support guy in the world.

[00:22:10] Jon: He's always there for when I call. He's always so helpful. He's so friendly. I was like, Josh, we put all this time into this software that we're building and, this onboarding process and everything was about the operations at that point and scaling it and all of a sudden this guy who is just nearly minted out of his undergrad that,didn't really even know a ton about websites, but he was just my email answer guy.

[00:22:34] Jon: So I didn't, so I could focus on building the business and he would take all the annoying client emails. Well, all the clients just were raving about him. And I thought, who the heck is like, what the heck is Josh doing in all of our Google reviews? And I realized that the market was telling me something else.

[00:22:51] Jon: It's that when you show up for people, when you're kind, when you answer emails right away, when you're providing exceptional service above what they're expecting, they remark about it. And that's really what Remarkable is. It's just worthy of a remark. And when you do anything that's different than the industry norm or the status quo, people take notice and then they want to talk about it.

[00:23:14] Jon: They want to talk about it on their Google reviews, they want to talk about it with their friends, they want to post about it on social media. And at that point I realized we are not a website company. We are actually a customer service company that actually happens to sell websites. And as I was talking on consultation calls, I realized why this was happening.

[00:23:32] Jon: It's because, I think I mentioned this earlier, was that most, businesses, their relationship with their web provider is strained at best and, hostile or completely absent. and they can't access their site because it's built on a very foreign software. So it's hard to make changes. They try to make a change.

[00:23:52] Jon: They call up their website person or email them and they don't get hear back because that email,is not that sexy anymore. They've moved on to other clients and maybe if you had your website done with them three years ago,they don't really care anymore to answer your email. We had a Josh and his only job was to answer the emails that are in front of you or answer the support tickets as they however, they came in and his as a professional, he just showed up and responded. And that was when I said we need to every time I create a business, it has to have a wow factor. And the wow in the website world was just, hey, if you respond in a timely matter and a friendly matter, and you're willing to give up your time, yeah.

[00:24:33] Jon: Then,that's wow. That's wow. Cause we, they weren't expecting it.

[00:24:38] Hector: Yeah, that's really cool. I'm curious if there's in, since learning that what are some either not so obvious or innovative or fun ways that you've found to inject that wow into your services or products and stuff.

[00:24:59] Jon: just another way that we did it was,to get, to keep the cost down, we actually created an onboarding sequence, which was, I realized that they could meet with me and we would take 90 minutes together and I could ask them all the questions and,they would be happy about that.

[00:25:13] Jon: And I would be ferociously typing as they're answering. And then I just discovered some software called content snare and The contents are could actually ask the questions and then instead of paying for me and my time, because I can only do so many meetings a day, right? And I got kids and responsibilities and I don't want to be taking 90 minute meetings all day long.

[00:25:33] Jon: So we filmed some videos of me three minute clips, just introducing a topic, introducing the question, and then they would fill out the answer to the question that would actually would seem like less than wow. But the way I positioned it was saying, look, if you want to meet with me, I'm on the Pacific time.

[00:25:52] Jon: So you, you're probably like already at, lunchtime by the time my day starts and I'm expensive. So if you want to do this onboarding, this 90 minutes, any time you can do it right. Here's the software. Watch these videos. And then I sent them for their troubles. I'd send them a 15 Starbucks card saying, I know this is going to take time of yours.

[00:26:12] Jon: I appreciate your time. Either go get yourself a coffee to reward yourself or get it beforehand and have a nice hot cup of coffee or go to a coffee shop and watch the videos. And the funny thing is, was that even though they were distanced now from me, they were just watching my talking head on a screen.

[00:26:29] Jon: They actually loved the experience so much better because the value, I could do it in my pajamas. I could do it before work. I could do it after work. I'm still learning from John, but now I'm also getting this free cup of coffee. The truth is, coffee, the price of the coffee was embedded into the cost of the website build, right?

[00:26:45] Jon: But, that was a cool wow moment that was unexpected because I would have thought that when I divorced myself from it, that they would actually have a worse experience. But actually it was very similar, if not better. That's one example. I could give a lot more. Handwritten notes, random phone calls, interjecting yourself at times when they wouldn't expect, follow ups.

[00:27:05] Jon: I mean, there's just being a person who cares about them. Taking time on, before a call or, during a call just to talk. being empathetic to some of their frustrations and challenges. These are all, like, These are soft skills that because they're unexpected, when you provide them, people are like, wow, this is great.

[00:27:23] Jon: you're a good person. And it's a challenge to me to show up every day as a good person.

[00:27:27] Hector: Right.really good stuff here. John. If people want to go deeper and get more connected with you, where's the best place to do that?

[00:27:37] Jon: Yeah, my consulting company is called GetClearConsulting. You can find this at GetClear. ca. I think I'm on a mission in this season just to help other people, help other people do this. If you're interested in this model, I would love to talk with you because it really is a, once you have a who, a lot of people have a who, right?

[00:27:53] Jon: They have a group of people that they're talking to, that they're listening to, they understand their pain point. They have a client base, but they're looking for another what? this website, right? Software solution that we have is it provides that and then if you can have a wow, and we can work together to make sure that you have a great wow, you could have a thriving business or another sort of an additional revenue stream, perhaps, and you have, if you have never offered websites, this is an opportunity, maybe we could partner together in some way.

[00:28:19] Jon: So I'm looking for some people that are kind of in that stage, like I need something else. I need something fresh, something new, and they and There's a playbook that I've lived and now written, and I believe it's repeatable in other industries. So that's the kind of, those are the conversation I'm interested in having right now, Hector, but at the same time, if somebody has a question, obviously I want to be there for them.

[00:28:39] Jon: If they need clarification or more resources, I'm happy, more than happy to chat.

[00:28:45] Hector: Well, John, we appreciate that. We'll link up those, those links there in the show notes. last question for you, in your opinion, what is the secret to scaling a business?

[00:28:54] Jon: Yeah, the secret to scaling a business is having something that you can repeat over and over again. I say the reason why I want to be in software is because you can copy and paste the software, but if you're not in it, like not many, not everyone has a software, but they can use software to make it repeatable.

[00:29:12] Jon: So finding examples of where you can use software to help so you can do something else. Also, the principle I get from Dan Sullivan, I took a course called strategic coach, which I'd recommend people check out. He has a principle called who not how. And so the secret to scaling according to this idea is rather than saying, I have this great idea, how am I going to do it?

[00:29:35] Jon: You ask the question, who's going to do this? And who can get who can I get on my team? So finding a person to be the champion of this idea? Otherwise, it just gets stuck on you or in you. And it never gets out because We're already pushed. So yeah, I think of those two principles. Find a way to copy and paste it and then find a person to champion your great idea.

[00:29:56] Jon: Because if it rises and falls on you every single time, it's sadly not probably not going to see the light of day.

[00:30:03] Hector: Great stuff. Well, I thank all you listeners for hanging out and sticking around today. We would be forever grateful for a rating, a review, wherever you get your podcasts. And if you know someone who needs to hear this, hit this share button and let's grow the community together, but go get connected with John.

[00:30:18] Hector: And if you're not already, but, thanks for hanging out. We'll see on the next one. Later, y'all.