[00:01:12 ] So today I'm talking with Sarah. Sarah, where are you out in the world?

[00:01:16 ] sarah: [00:01:16 ] I am in Colorado Springs, Colorado.

[00:01:18 ] dane: [00:01:18 ] Nice. Okay. So what's your big goal today?

[00:01:20 ] sarah: [00:01:20 ] My big goal is to talk with you about an idea I have for my overarching goals to help people and via the Avenue I'm thinking is life coaching essentially.

[00:01:32 ] dane: [00:01:32 ] Wonderful. Are people paying you for anything right now? No. Oh, great. So you're starting from zero.

[00:01:38 ] sarah: [00:01:38 ] I am starting.

[00:01:39 ] dane: [00:01:39 ] Have you ever worked with anybody in a coaching capacity?

[00:01:41 ] sarah: [00:01:41 ] My therapist is also a certified life coach. So in that capacity, yes.

[00:01:46 ] dane: [00:01:46 ] Have you ever coached

[00:01:46 ] sarah: [00:01:46 ] anyone. No, not formally.

[00:01:49 ] dane: [00:01:49 ] Are you called to any specific group of people?

[00:01:52 ] sarah: [00:01:52 ] You know, I'm trying to nail, like hone in on that a little bit, but I'm kind of really drawn to identify as an HSP. Do [00:02:00 ] you know what that is? It kind of along with,

[00:02:03 ] dane: [00:02:03 ] I certainly do.

[00:02:04 ] sarah: [00:02:04 ] Highly sensitive person.

[00:02:05 ] dane: [00:02:05 ] I've even heard of that book. I'd probably do good to read

[00:02:07 ] sarah: [00:02:07 ] it. Yeah. Yeah. And so that's a huge, huge bent for me and very much just the way that I am.

[00:02:13 ] So I feel like I could reach people where they are in that.

[00:02:16 ] dane: [00:02:16 ] Okay, great. So let's cover the basics of business to see how rapidly we can build this thing for you. Okay. So the spinal cord of a business, the fundamental soul of a business is a customer and a mechanism and the result. Okay. And this is so critical to understand because.

[00:02:33 ] This is the meta pattern for just about any and every business in the world. So sure, most people that come to me are really good at mechanism's, not very good at finding customers and not very good about talking about results.

[00:02:44 ] sarah: [00:02:44 ] Okay,

[00:02:45 ] dane: [00:02:45 ] so let's use an example. Let's take a computer repair shop. As a customer, what results do you think computer repair shops might want?

[00:02:54 ] sarah: [00:02:54 ] That computers are fixed?

[00:02:56 ] dane: [00:02:56 ] So let's say you own a computer repair shop. What would you want as a computer repair shop owner

[00:03:02 ] sarah: [00:03:02 ] customers to come in and bring their broken computers?

[00:03:05 ] dane: [00:03:05 ] Yes. Any particular kind of customer, if you're being super, super specific?

[00:03:10 ] sarah: [00:03:10 ] Hmm. I don't know.

[00:03:12 ] dane: [00:03:12 ] Let's think about it for a second, and you're like, what would be a great kind of customer?

[00:03:15 ] Someone's got a broken computer. Who

[00:03:18 ] sarah: [00:03:18 ] does that want to go to? Like the big stores?

[00:03:20 ] dane: [00:03:20 ] That's pretty good. Yes.

[00:03:23 ] sarah: [00:03:23 ] You know, might be intimidated by like Mac and I don't know.

[00:03:26 ] dane: [00:03:26 ] Yeah, this is very good. What else may be,

[00:03:31 ] sarah: [00:03:31 ] I think it would be tough to find repeat clients. You know, as a computer repair shop, you fix their computer.

[00:03:36 ] It's like buy forever.

[00:03:38 ] dane: [00:03:38 ] Unless.

[00:03:40 ] sarah: [00:03:40 ] Unless I don't know. They know how to get their customers to share what they do and tell their friends, you know,

[00:03:48 ] dane: [00:03:48 ] I'm making you think so that you remember more longterm, unless you install viruses that make them keep coming back. Okay. How about a customer that's a [00:04:00 ] small and medium sized business with 500 employees.

[00:04:02 ] That needs fast turnaround when stuff breaks, I think that customer might keep coming back. Yeah. Why?

[00:04:09 ] sarah: [00:04:09 ] Because then they know that they'll have the results that they need.

[00:04:13 ] dane: [00:04:13 ] Yep. And they've got 500 chances for a computer to break cause they've got 500 employees and a simply by targeting a customer. And by shifting from say a 75 year old grandma who needs her computer to turn on, which could be a good customer, you've now switched to customer.

[00:04:30 ] To small, medium sized businesses with 500 employees or less or more, and making sure that their computers are fixed within 24 hours to 48 hours. If a problem arising. Which business do you think makes more money just based on those customers?

[00:04:44 ] sarah: [00:04:44 ] I mean, definitely with the 500 employees.

[00:04:48 ] dane: [00:04:48 ] Yep. And how many business owners do you think take time to try to clarify this?

[00:04:52 ] Out of a hundred business owners.

[00:04:54 ] sarah: [00:04:54 ] Barely any. I can tell you because my husband's in marketing and I can tell you that that's not common. That's crazy. It is crazy. Like who is your target audience? Who do you want to help

[00:05:09 ] dane: [00:05:09 ] you take someone who's spent four years learning how to design websites. And giving them zero days and marketing training. They are going to have a deer in the headlights. So it's really a matter of training. So customer, computer repair shop, and you got customer is a business with 500 or so employees.

[00:05:27 ] What result do they want? What result does your customer

[00:05:30 ] sarah: [00:05:30 ] want? Sorry as to who? My brain's a little fuzzy today. Sorry.

[00:05:34 ] dane: [00:05:34 ] That's okay. This has a tendency to fuzzy people's brains. Pretty normal.

[00:05:39 ] sarah: [00:05:39 ] I can't usually hang because of what my husband does, but I'm going off not much sleep for a few days. So that sign, like trying to put all the pieces together as you're talking.

[00:05:48 ] dane: [00:05:48 ] Well, this is good because you want to be able to mumble this drunk pass out face in a gutter.

[00:05:53 ] sarah: [00:05:53 ] Yes.

[00:05:56 ] dane: [00:05:56 ] The other night and like my girlfriend said, you know, you were talking about finding [00:06:00 ] painful problems in your seat. I was like, fine, fine, fine. Pretty great. I'll live in it in my sleep folks. So drunk and passed out.

[00:06:12 ] Mumbled in a gutter. Yeah. Let's go back to the spine for a soul of a business

[00:06:17 ] sarah: [00:06:17 ] customer mechanism results.

[00:06:19 ] dane: [00:06:19 ] Yup. So you own a computer repair shop and we've decided on your customer being in a business with at least 500 employees. Yes. As the owner of a computer repair shop, let's keep it simple and say a profitable and thriving business.

[00:06:34 ] Yeah. Say that out loud.

[00:06:36 ] sarah: [00:06:36 ] Okay. Profitable and thriving business. Alright.

[00:06:40 ] dane: [00:06:40 ] With a good lifestyle. Good quality of life.

[00:06:43 ] sarah: [00:06:43 ] Yeah. It's a good balance. They're not the businesses and owning you.

[00:06:47 ] dane: [00:06:47 ] Yes. So now there are many mechanisms that guy could do to get there. Yes, we're going to spin this around and it'll all Andrew nicely.

[00:06:58 ] Okay, so let's say that you are selling to a computer repair shop owner. Okay? So that's the customer. Okay. Computer repair shop owner. The result that they want is a thriving, profitable business with a great quality of life. You could be even more specific. A business that makes 300 grand a year that they work at four hours a day.

[00:07:20 ] Okay. So the mechanism to get there would probably be high quality clients, high quality repeat business. Does that sound clear so far?

[00:07:29 ] sarah: [00:07:29 ] Yes, absolutely.

[00:07:31 ] dane: [00:07:31 ] So now let's look at a whole different segment. The customer is now a business with 500 or more employees. Okay? You're the owner of a business with 500 or more employees in regards to the technology and computers.

[00:07:44 ] What result do you want

[00:07:45 ] sarah: [00:07:45 ] to the technology and computers?

[00:07:47 ] dane: [00:07:47 ] Yeah. That they work.

[00:07:49 ] sarah: [00:07:49 ] Yeah, basically. And that there's a fast resolution if something does go awry.

[00:07:54 ] dane: [00:07:54 ] Yes. So your mechanism to make sure that happens is the computer repair shop [00:08:00 ] owner. Now let's make the customer a highly sensitive person. Okay. What result do they want?

[00:08:07 ] sarah: [00:08:07 ] They want to feel. Heard and understood for whatever their frustrations and problems are.

[00:08:13 ] dane: [00:08:13 ] That sounds more like what you might want. Okay. And it's okay. Yeah. Let's think about a highly sensitive person. Think about a hundred of them. Okay. What d