The “Why We Do It” Layer Of Business Systems | The Foundations of Building Repeatable Processes (Part 4)

Show Notes

Clay Clark hammers home the importance documenting the “presentation layer” and the “this is why we do it layer” of every business system.

  1. Layer 2 – The presentation layer
  2. NOTABLE QUOTABLE – “Good checklists, on the other hand, are precise. They are efficient, to the point, and easy to use even in the most difficult situations. They do not try to spell out everything–a checklist cannot fly a plane. Instead, they provide reminders of only the most critical and important steps-the ones that even the highly skilled professional using them could miss. Good checklists are, above all, practical.” -Atul Gawande (The bestselling author of The Checklist Manifesto, a surgeon and a professor of surgery at Harvard Medical School)
  1. NOTABLE QUOTABLE – “Good management consists in showing average people how to do the work of superior people.” -John D. Rockefeller (The self-made millionaire who went on to become the world’s wealthiest man after having dropped out of high school to support his family)
  2. NOTABLE QUOTABLE – “Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.” – Steve Jobs (Co-founder of Apple and the former CEO of Pixar)


  1. Layer 3 – The “this is why we do it” layer
  2. NOTABLE QUOTABLE – “Branding through customer service over the years, the number one driver of our growth at Zappos has been repeating customers and word of mouth. Our philosophy has been to take most of the money we would have spent on paid advertising and invest it into customer service and the customer experience instead, letting our customers do the marketing for us through word of mouth.” -Tony Hsieh (CEO of Zappos and the bestselling author of Delivering Happiness: A Path to Profits, Passion, and Purpose)
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Audio Transcription

Attend the world’s best business conferences, led by a phenomenal business coach for free by subscribing on itunes and leaving us an review. Welcome back to the best busienss conferences thrive time show on your radio. My name is clay clark I am the former united states small business administration, entrepreneur of the year and I’m sitting on a mission to get you into a great financial position in today were specifically really deep, diving into systems. Now, if you want to follow along with us, you can download amazon best-selling book called start here right now, where we are waiting from page 67 ld. You start here book.

It’s an amazon best-seller, but I advertise it as being the world’s best business book and I as a best business conferences professional, can tell you why I believe that it’s because I’ve read so many business books, I wanted to compile all of them into the most actionable book possible. So I’m going to read to you from page 67 of this book, which I always make available to download for free at thrive time, show.Com and i, read best business conferences presentation. Layer is all about presenting your systems in a way that an honest human with a functional brain can follow. You won’t believe how many times I’ve gone into a business, to help them and found their checklist for soap, build with jargon. Then no one had any idea what the crap is going on. Trouble just stop right there for a second. Let’s do it I see this all the time literally I’ve worked with automotive repair shops, where the people repair in the autumn of automobiles are just marking a line through the checklist because they have no idea.

What an item on the checklist means. There’s like 7 items, all separated out. That’s actually one item, or vice versa. Sister I can get a little crazy in one specific situation, I recall, i, wouldn’t do a cosmetic surgeons office and I found. He had created jargon for every aspect of your business. I mean everything from act to mvp to bbd accelerate after being a day with his team, I realized it all. The jargon had been created by a man who no longer worked at his office and the best business conferences owner didn’t even know what the jargon stand for staff just check the boxes on the checklist everyday because they thought that would keep them from getting in trouble. It was absolute jackassery from the root word jackass. You must present your systems in checklist in a way that your team will actually implement and execute on a daily basis. If you don’t do this, it’s going to be a disaster me think about jiffy, lube or mcdonald’s. They have created repeat all systems, so simple that I think even my small brain can execute them. When you going to jiffy lube, they simply click from screen to screen and say, sir. Your manufacturer recommends that you change your air filter every x number of miles, sir, your windshield wipers.

That off for you for just $4 today, if you like when I say this, but those dudes get me 476 bones every single time. I come in for an eye. $18 oil change and I love it. They have built a very effective presentation, layer, jiffy lube, go there and you’ll see what I’m talking about jobs, absolutely nailed it with the ipad, the ipod and the iphone. He recognized that people were not rejecting the technology enhancements, designed to make your life easier and more efficient, they’re rejecting the format in which the technology was delivered. He and his team watched humans interact with technology and they develop the ipod as a result of the deep observation they wanted to be able to a best business conferences device that an honored would love to use it. With all due respect to the nerds reading, this I’m telling you a lot of the devices that were built. Previous emmy people could not ever get there cr to stop flashing 12. So he and his team focused on developing these product. That would easily of the bill be easy to use my almost anybody, you didn’t have to know code or how to be a computer hacker to use the products they developed.

My six year old daughter, scarlett has figured out how to text her grandma. Whenever we haven’t given her at the clinic on it, we didn’t ask her like hey. How do you screw up? This is how you text this is leah can text her grandma. My son can text it’s because they need deeply into it if they’re just they’re into your stand, it so steve jobs as a notable quotable about simplicity and sugar, want you to read this, but I hope it sinks and all the listeners out there. This is a co-founder of apple and the former ceo of pixar, especially if you’re the person out there and you’ve gone from the fact of saying, hey, I can’t do that can’t build these. Might systems did my company’s different well now that you’re over that this is the best business conferences mindset that you have to have. He says simple can be better than complex. You have to work hard to get your thinking clean to make it simple, but it’s worth it in the end, because once you get there, you can move mountains. This is a powerful idea. You’ve got to make your systems simple, and you got to make him so simple that your team can use them. Cuz, remember most people when they go to work. They’re, not pursuing a best business conferences career, they’re, simply looking to get a paycheck, so I can go back to doing what they want to do and I see this all the time, and so today, in preparation for today, show I thought I would sit by two employees and watch their conversations and shop I watch them and they talked about the lyrics of the new weeknd album and if they agreed with him or not, they talked about what they were going to eat for lunch.

They discussed the origin of food trucks where they came from oh wow, and they talked about the quality of life in certain neighborhoods. They talked about hanging up christmas lights in an apartment building. They talked about everything that didn’t relate to their job because they are not focused on their job. For them, a job simply is go to work, go home, they’re, just trying to go to work and get a paycheck, and that’s why you cannot delegate the building of checklists. Can you please explain to me, as a business coach, having worked with a lot of best business conferences attendees business owners, why you absolutely cannot delegate the building of cysts? All I can tell you because here’s what’s going to happen and I saw I’ve seen his first hand with my parents, with the concrete construction business I’ve, seen this with many clients, as they know, stumbled trying to make these systems before they started. Working with us. Your best business conferences team members will build the system to cut corners. They don’t they’re. Their goal is to not build a system that creates a repetitive service or product. Their goal is to get through their day as easy as possible in a lot of cases. So you can’t delegate that out. You have to put it out of your brain on the paper and then make sure that they not understand it. This is so powerful and if you can, you can get this embrace.

This idea I promise you that you can now create the time, freedom and financial freedom, that you are seeking as a business owner, and we come back from the break now in the world of business. I thought this layer for a long long time. I didn’t want to do this later. Cuz I thought that people should be thankful for their best business conferences job and just sort of go to work can do their job, but as I looked at it and i, really self analyzing myself, I relooked at myself of ejected lee I realized that most people don’t do something unless they know why they should do it. So why should you have an account? I mean this without exaggeration, without hyperbole, I mean this sincerely of all the clients that I had the honor of coaching as a business coach I would bet you that over 50% of them, when we first started working with them, had not filed taxes in the last 18 months. Not good in this is actually, unfortunately common. So if you were looking for somebody to prepare your taxes and somebody to help you get a hold of your tax situation, making sure you’re setting up the right withholding and you’re paying the taxes you’re supposed to pay as a business owner go to hood cpas.,, that’s hood cpas.,! When you go to that website there to give you a free copy of warren buffett’s book snow, you get the free book, a free consultation, all at hood cpas. Com.

Do you need help growing your business? Take the challenge. That’s right time. our best business conferences or our Business coach program will be any marketing firms prices by 50% schedule. Your free consultation today at drivetime show.Com all right trap, nation! Welcome back to the conversation. It is it’s right time show on your radio in meridian today from page 69 of a book called start here. It’s an amazon best-selling book that I wrote with marshall morris that you can download a specifically at thrive time show.Com and when you go through thrive time should I come and you download start here book you’re going to quickly discover that book has a wealth of knowledge. We list out all of the kinds of systems that you need to have in place, so check we’re going to do is I’m going to have you go ahead and read off the list. There’s 47 systems that we need to have and I’d like you to read them off and it as you read them off if I feel the need to interject so number 1 checklist number to step by step. Video trainings got 3 customize, worksheets, okay for powerpoint sales, presentations, yep 5 call script, call stripping, is so powerful I mean people just are not going to ever figure out inbound or outbound sales calls working for you that I can work long enough to figure it out.

You got to have those just the right and, if you’re trying to get time for him, this is going to be one of the fastest way. So so call scripting number 6 documented company guidelines, a huge proponent of that I mean if somebody’s upset. How much can you refund? How much can you not wear the grounds for firing? What kind of people are we looking for me documenting your guidelines as powerful, powerful customer relationship management? Software is number 7 a crm if you’re over a million dollars a year of revenue. You really need to be looking at a crm system at this point, because the crm will allow you to manage relationships and stay in touch with the people. Who are your ideal and likely buyer word of caution if you’re a start-up or if you’re a young business, it is not wise to invest bunch of money at typical best business conferences and time into learning these, because your first hires their highest and best use is going to be getting more sales done. True about learning some technology right. They get stuck in the power of technology in understanding it and I get lost in the feature. A spreadsheet works great to start out. Guidelines number 9 menu pricing menu pricing is, he do not have a standardized pricing sheet. Contractors are especially guilty, but restaurants are super. Common I mean graphic design firms, marketing firms it just it’s like the tribal knowledge cannot continue chat back to you number 10 pricing lists, employee handbooks handbook. You got to have it you want to franchise.

You got to have a handbook on have it 12 training, mastery, checklists, okay, 13, step by step instructions. Yep 14 spreadsheet, with built-in formulas, makes it easier for your team to quote powerful back to you, 15 pre-approved logos and photography case-by-case discussion every single time. You want to get anything done about hey what logo do you guys want to use hey what print bees? Do you guys want to log on to your when I guess you want to use a logo that you agree order a print. These are a piece of photography, already agreed on sat standardized across the system acting. This is all cuz. If you leave this stuff up to somebody else, they will do something crazy, I promise, so pre-approved best business conferences videography samples and clips 17 pre-approved audio samples and clips 18 file naming system wasting time 19 file nomenclature rules so how to name those things. 20 pre-vetted vendor list. Yes, 21 standardized product numbers list of these. Oh my god, so many cast on page 70, page 71 and page 72 of the starter book, the amazon best-selling book that you can download for free at thrive time, show.Com but chuck. If people don’t use them, it doesn’t matter.

So this is where we get to our final teaching moment. You have to teach your people why they are doing what they’re doing why you have to teach people why they’re doing what they’re doing I’ve got a very realistic and very real. Very today example of this, but I wanted to get your take on this phone. Why do s? Does every business owner have to explain their people? Why people need to do the system’s? Well, first of all, it’s in your head and so did intrinsically make sense to you why this step of the process with this up right time to take me to be made or whatever needs to happen until these people that are doing them? They want to understand why, so that they can be on the same best business conferences page with you and we’re all rowing are both in the same direction. I will tell you, from my perspective why everybody needs to know why today, I was talking to a potential client and his potential client has achieved financial freedom from what I can tell has earned the net worth of north of 10 million dollars and won’t live long enough to spend it all with this person was reaching out for help as a coach, so I had some members of our team hop in the meeting, so I can watch me do it and then tomorrow, what makes you jot this down, so I can bring up in the coaches meeting, but I wanted them to see what I was doing and what I do and I do. My 13-point assessments is I want to know why. Why does somebody want to start a new business? Why I want to know the tapestry of their life I want to know how their business fits into their life their your business should be one sixth of your life. You should have faith family friendship, fitness, fun finances finances is just one area of your life I’m asking this guy. How many kids do you have?

How long have you been married? What are your goals as a family and I I really probably spent dude, probably 35%, of 35% of the meeting talking to this dude about those things, peeling back the onion, probably after 35 minutes doing that I probably spent the remaining 35% of the meeting talk about what we need to do, because if I don’t understand what his goals are, then there’s really no purpose and helping them at our best business conferences. So I can’t help you get to a girl. If I don’t know what your goal is, you can put your goal on him, but that’s probably not what you wanted. Most people will just say what my calls to have money to be successful, but you want to find out why I mean on a deep level. Why do you want to be successful? Why do you want that? What you want? Why do you want what you want? What is the deal? What you find, what you get down to the bedrock of what they’re really looking for now you can help somebody and I found out that you know the wife, the spouse.

This case wasn’t a big fan of this person working crazy hours after 5 until I had to figure out. If it wasn’t, if we’re going to get to the goals, then we have to make sure that we never asked you to work after 5, because that would be in violation of what you and your significant other have agreed to and I don’t want to be the source of conflict and our stress and I think that’s a big teaching, mom I think a lot of my coaching client, so sick of me for years, because I help them get to their best business conferences goals and I am not a for I’m, not the irritant that causes stress between the spouse I find out whether spouse fits into the goals and ii point that went out to them that you achieving these goals and helping both of you get to where you want to go and I would just encourage you with your company. You might have a goal to achieve financial freedom more time for him, but what about your team chupp? What about your team shepherd so important everyone! Your team knows why they’re doing what they’re supposed to be doing, please explain example from one of your business coaching clients where they were able to, and you have to give a specific name or specific industry, but they give an example of of where just explain the teammates why they needed to do something made a profound impact on the company, it’s a company that they offer a service where they’ll kind of taxi your your vehicle or will the same boat around to you.

If you take use their services right and so some of the younger kids that were working for the company. They didn’t understand how important that was, and so when people were requesting that the service be made, they weren’t really urgent about getting it done and once they figured out why-and that was one of the main reasons that people decided to do business with this place. They understand. Oh i, need to drop what I’m doing and I need to get back on this task, because now they understand why it’s so important and you might be frustrated as a best business conferences listener. Or is it business owners saying gosh I’m paying? Somebody did really need to know why, if I’m paying somebody, do they really need to know why they’re doing it? Why can’t they just do their job and I would say to you? Maybe they should maybe they shouldn’t what they want. So you got to explain to me why they should be doing what they are doing all to. Why now why we do our in-person, thrive time, show workshops and chap I’ve got I’ve got five primary reasons. Why we do our in-person workshop shoot what it’s in-person interaction.

So you have a question we can answer your question in the privacy took a one-on-one conversation. It’s just you and me to meeting. You is an honor finding your unique goals. Problems mean it’s an honor 3. Some people don’t learn through just audio need to see visual example, for you can come into my best business conferences office and see my company’s the real deal. You can meet our team and see that we really do care about you and your business. So if you have not yet been to a thrive time show in person workshop it’s a two-day interactive, 15 hour workshop and you can get your tickets exclusively at thrive time show.Com by clicking on the conference’s button. When you come over workshop you’re going to discover the we don’t have a problem. We don’t have an insect problem of spiders in a bug chop. It up. Mosquitoes inside the drive time show world headquarters and why? That’s because we hire the guys at platinum pest & lawn, and you can check these guys out at platinum pest & lawn., com, platinum pest & lawn. Com, or call him at 918-376-0857 speaking app boom step. Number one is making insect free. So here we go any further ado


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