This idea is based off one of Alex Hormozi's books (99% sure it's $100M Offers). Let's say your business is a food truck. Should you park your truck where people are hungry, or where people are full? The answer seems obvious: park your food truck where people are hungry, because whether you advertise or not, they're going to come to you (even if you sell the worst food in the city)! If you're having to work overtime to get people interested in your business, you've likely parked where people aren't hungry. Step back and think about what CORE desire your ideal client has, and find a way to meet them where they're at! I'm going through this process myself. It's an easy thing to catch when it's not your own business, but you get lost in the weeds when you're the business owner! Where do you think your hungry crowd is hiding? 👀

I'll go first! This was advice that was given to me directly when I was getting ready to launch my first business as an esthetician. Utah offers free business support, so I jumped on a call with one of their experts. The ONLY suggestion he gave (which he was very, very proud of) was giving ChatGPT a few prompts so it could write me a full book. I could then sell that book as a digital download on Amazon and claim I was then a "published author". Apparently, that would skyrocket my credibility, set me apart in my field, and then everyone would book with me.

Step 7: What are the physical elements that make you feel real to your clients? Before someone ever talks to you…before they ever buy… they’re already forming an opinion. That opinion comes from your Physical Evidence: anything people can see, touch, or smell. This includes things like: - Your branding (colors, fonts, logo) - Your website or app experience - Your brick-and-mortar space (if you have one - paint colors, furniture, smells, etc.) - Staff uniforms and dress standards - Packaging, menus, signage - Even the way things are organized or presented Physical Evidence answers the question of, “Does this feel like it’s for me?” Think about the difference between a biker bar and a small-town diner. They could serve similar menu items...but you instantly know which one you’ve walked into. Why? Because everything signals something different: - the music - the lighting - the way the staff is dressed - the seating options - the decor on the walls - the branding (logo design, color palettes, etc.) - even how clean (or not) things are For the last time, we'll return to our coffee shops for Ryan and Kevin from The Office. FOR RYAN: Ryan’s experience is efficient, elevated, and status-driven. So everything he sees should reinforce that. - Clean, modern branding (nothing cluttered or playful) - A sleek, fast website/app interface - Minimalist design—everything feels intentional - Staff dressed in a polished, put-together way - Clear, sharp signage (no confusion, no chaos) - Packaging that feels premium and streamlined Nothing feels random or outdated. Everything reinforces Ryan's identity of being high-level and put together. FOR KEVIN: Kevin’s experience is warm, familiar, and relaxed. So his Physical Evidence should feel the same. - Softer, more approachable branding - A simple, easy-to-use website (not overly sleek or complicated) - Signage that feels friendly and clear - Staff dressed in a way that feels comfortable and approachable - Packaging that feels homey or familiar - Small, human touches that make the space feel lived-in

So here is a beautiful example of properly jumping on a trend 😂

Step 6: Ensure your client experience is consistent through Processes. All the previous Pillars we've walked through set the direction for our business, and Process is what makes things ACTUALLY happen. Have you heard the word "systems" thrown around by marketing gurus? They're referring to Process, but they usually talk about it in a watered-down way. Systems aren't just for efficiency. They're for protecting the experience you've designed. Yes, People deliver that experience, but Process keeps that experience consistent. Think about it: even if you hire people with natural talent who are the right fit for your business, they still need to be guided on how you want them to interact with your customers before, during, and at the end of each sale or service. Process includes things like: - Employee handbooks and training flows - Onboarding processes (for both clients and new employees) - How client feedback (reviews) is handled - How clients can book with or order from your business - Any follow-up that happens after a client first contacts your business When these types of things are systematized, your clients' experience is repeatable and reliable. Let’s get back to our two coffee shops. We're now asking what needs to happen **behind the scenes** to protect the customer experience we've designed. FOR RYAN: Ryan’s experience is fast, seamless, and efficient. We need Processes that remove friction. This looks like: - Orders that are placed via the app are instantly sent to the correct station - Drinks are prepped with precise timing thanks to location tracking (so it's ready when he arrives...not early, not late) - Employees are trained to engage minimally, but professionally, with customers - Rewards and perks are applied instantly without extra steps - Payment handled seamlessly (simple tap-and-go to avoid slowing Ryan down) Nothing is left up to individual interpretation. Everything is designed to move. FOR KEVIN: Kevin’s experience is warm, relaxed, and familiar. His process needs to create consistency, without making things feel robotic.