#199: Michael Hyatt & Will Guidara—How Top Coaches Are Scaling Fast with These New Frameworks
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The idea behind the whole culture bal programme is we help you transform lives for a living.

Welcome to the business made simple podcast brought you by the hub spot podcast network on Bobby Richard .

and i'm jam sweating. As a small business owner or coach, you know the value of helping others succeed, but sometimes finding the right products or framework to support your clients can be a struggle. In fact, many coaches feel stuck because they don't have the proven tools and coaching products that deliver the transformative results their clients need.

Well, today don't. Miller is back C, E, O of coach builder, and he actually down with Michael hight, creator of the full focus planner, and will get there a author of the book, unreasonable hospitality to impact how their brand new certifications in the coach puter platform can help you grow your coaching business. I mean, imagine this. Imagine using the frameworks that Michael higher and wild dera have established and the authority that both of them have in the market.

So if you've been struggling with or grow a profitable coaching business, you will learn how you can use these proven frameworks and content to help your clients achieve their goals. By the end of this episode, you ll have a clear understanding of how these certifications can give you the tools you need to build a sustainable coaching business that changes clients lives.

You'll get all that more right to this.

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ouch. Visit hub spot that come slash marketers to learn more. done. Welcome back. This is I love having you across us telling us about all of these amazing. We are going on a coach builder, eight steps.

We broke down a few episodes ago, the small business flight plane certification that you have inside the coach builder platform. But there are more certifications that exactly, and there's two of them that are full focus certification. wild. There is unreasonable hospitality certification. Yeah.

you SAT down with both Michael and will. Choice is a members program coaches that will be great website. Your C.

R. M. Going, we actually provide for your C, R, M, like going to stuff. We realized inside the coaching program helping coaches succeed.

Why not offer some certifications from outside the leader? And I remember being in london when that idea came to me, and the thought was, what if we built IT so well and had such great? Doubtful that Michael hye would put the full focus planner inside that.

We get point, point three million like that. If you are going to coffee shop, somebody there is probed, used and filling out the full focus planner. Well, we just happened into a conversation because I know Michael yeah ah and I we're thinking about doing this. What if we put the full focus planner like you freaking great idea.

my goal that you totally have .

and because he wants he wants to change the world and we have hundreds of coaches inside the platform heading toward thousands. And so we talked about IT and realized this is actually very doable. And what IT allows a coach to be able to do is take the on the and certification, you get a keynote deck that you can present as a workshop, a full focus workshop.

You can do IT in a master mind over six months, 说明 拜拜。 And you can do in one on one. Coaching is the same keynote deck.

And Michael hide actually is in the keynote deck. So you can actually have Michael teach your client for you or you just watch Michael and do IT yourself, you know if you want to do that. But they agreed to do IT.

And so that isn't already extremely successful product. That is changing hundreds and hundreds and hundreds of thousands of lives, over a million lives. It's already proven, and you can actually represent mike and go help people figure this out.

So I love that the coach doesn't have to create the content. They don't have create the tool. They don't have to find a publisher and whether they are publishing these days, but you don't have to do that.

That stuff has already created for you. And so that was a big git. That was my dream git for years from now. And he signed right away. The other git is will get there at which will talk about later.

But if you guys don't mind, we'll play the conversation that I have with Michael, where he explains why he decided to put the full focus planner inside a coach builder. I love at this jump in. Michael, full focus planner certification.

We are launching that a coach build or coaches can get a certification. They can teach people use a planner, they can create a life plan with them, is great for mindset coaches, life coaches, anybody who wants to coach anybody and anything. But i'm curious, before we talk about certification, how do the full focus planner come to be.

well, kind of out of necessity? Y, yeah, because I D read all these books on goal setting and life planning and productivity. But I was noticing that a lot of people weren't getting the transformation I D hoped for.

And you know, books are important, but they don't really create the kind of transformation that people wanted. Expect you. It's a neural CT to the concept. So I said, what we need is a tool.

You'll allow people to take daily action so that they can actually move incremental toward their goals, so that they can actually be more productive, so they can create a life where they make more money and they're happy in their life. And so we put together this full focus plane or a prototype of IT. But then I don me, wow, we're about to get in the publishing business.

And I spent my whole career in the publishing business, and I wasn't too excited about that because publishing business can be fraught with problems like inventory you can sell. So I ask my team, I said, you guys think you could sell ten thousand copies of this in year and they said, absolutely and I said, okay, i'm willing to print ten thousand copies and say, that goes. And if you guys are you suing in several yeah brings down a year. We saw that in two weeks. So um today, we sold one point three million.

which by the way, an enormous number is just starting yeah I mean, this will sell one hundred million by the time you're done well, the time you're .

done finally, that's why i'm so excited about coaches that are part of coached builder getting certified in this because I think IT, they're going to be able to get to places .

we couldn't get to. Well, the other thing is if you're coaching anybody and anything until they get their life figured out and until they get control of their time and their values and their vision, forget IT exactly. You know, you can't help somebody lose weight, you can help somebody, you know, get in shape, or you can help somebody do any other stuff, grow a business, be a Better parent, unless there in control of their vision and then how they're managing .

their time is exactly right. And I think that sometimes coaching mirrors how people live, and that is it's very reactive. Know the clients comes in, you deal with the problem, right?

Do you want to talk about today?

exactly. But if you get up dream from that and started helping them design their life, then a lot of those problems go away.

Yeah, I I think that two of my coaching, I went to say, hey, you, thank you for telling me why you came in. Thank you for for telling me about that stuff. What I want to do first though is build a foundation where you are an organized saying person with margin.

yes. So that we can even talk about this is because we're not we're not going to ignore them. We're to talk about them.

But I want to take you through a process. And the process involves creating a life plan, organizing time. And so about three months from now, we're going to come back to this if we need to.

Yes, I guess, as we won't actually need to, that stuff you're heaven with your spouse, that stuff you having with your kids lot is going to fix itself when they see you as a dependable, trustworthy person who does what they say and so forth. And this is the process that we're going to go. Is that okay? And they're going to say, I absolutely, absolutely right, right? And so that's fantastic.

Walk me through what's in the planner in the process. Let's say i've never heard of full focus. I'm interested in coaching people through this stuff. Walk me through the actual planner first. Me personally, how would work before I start coaching other OK?

Let me walk you through IT. Not how IT appears sequentially in the planner OK, but you know, the kind of the guts of IT is the day page. yeah.

So this gives you away and gives your clients away to organize their day so that they can be maximum productive and satisfied and really get stuff done. This important. So IT has a place for what we call the daily big three.

Now, when we celebrate our clients, before I rote my book, free to focus, we said, for those of you that use a task manager, on average, how many different things do you have on your task list every day? And so the average was fifteen. Now this is a recipe for a disaster.

That's a lot because you get up in the morning, you have fifteen things to do. You know, there's no change going to get done. So you wake up, you know already overwhelmed yeah and at the end of the day, even if you get you know eight out of the fifteen, which is more than half done, you still feel defeated.

And so I said we've got a reengineering and create game that we can win. And so 3 happens to be twenty percent of fifteen。 And so you think of pro s law, the pro of principle, that twenty percent drives eighty percent of the results.

Three really important things.

Three really important things. Some things like running irons or making this phone color, whatever, but three things that really move the needle. So you get those right at the top of the left and side of the page.

You've got a place for all of your appointments. You, you got a place for other tasks, and then you ve got a place for notes on the other side of the page. So that's where IT starts.

And let me just point out, because i've done this for fifteen years, i've figured the three most important things you've got to do today. What's actually amazing about the brain, uh, is that you wake up and i've gotto pick up my dry cleaning, and i've got to interview Michael hia. For a podcast, uh, the dry cleaning can actually wait two, three, four, seven days, because I don't need to wear that shirt for a while.

The pocket is gone to live on youtube and the internet forever, and it's going to promote a certification that will feed my grandchildren and your grandchildren. By the way, the brain doesn't know the difference between which one is more important than the other. IT really doesn't, right? Until you actually sit down and go, oh, that can wait three days.

This is, this demands my full focus. Yes, right? And so this morning I hit a coffee shop an hour early and went through those three things in that, okay, dry king is not going to get picked up today.

We got Michael height and was prepared because of that. So the compound interest on understanding what's important is massive for years and years and private generations to come. That's why that exercises is so important.

Well, and not the only people that have a day play plan system, but here's the magic of the full focus planner, this connection to your weekly objectives because we have a process every seven days called the weekly preview where we start with assessing your wins, how far you got on your goals and after action review, and then you identify you're weekly big three.

So just like the daily big three, there's a big three that you have for the week and so that everything that you do there in the week should tie back into is as far as you can to those weekly big three. But IT doesn't stop there because we have A A quarterly preview system also included in the planner so people can identify their three bigger goals for the quarter. And everything from the day from the week should time into the quarter.

Everything from the day should time into the week. And then we have an annual part of IT, which is the very front part of the planner, which is to identify your goals both personally, professionally for the year. And we recommend no more than two to three a quarter and that there should be a baLance between personal and professional because these things are interrelated. You know you if you don't have goals for your health and you're not good health, it's going to impact your work.

Goals for your family, goes for your family system that nurtures you.

Your first steps, your hobbies is like a domino fect.

And we're going into this pocket is releasing right about the time when we need to start thinking about next year. Yeah, and it's perfect for starting to think about the year is starting over and how we're going to be intentional about that.

If you do that and if you come up with that, you know your annual goals and then time back to your quarterly goals, your weekly objectives s and then your daily big three. Now because you've got a three line, yeah, that goes all the way from what i'm doing today to what i'm trying to accomplish this year. That gives you a sense of meaning and significance in this task that i'm doing today may feel trivial if it's disassociated from those other things, but if I can see that it's connected, all of us that I realized, you know, not just laying a brick and build in a cathedral.

You're on the most productive people i've ever known, if not the most productive person i've ever known, Michael. But IT doesn't feel like when I interact with you, we have launched something that you're hustling, right? You're in the moment your present, how are you is the plan or helping you divide your time so that you know, at five o'clock i'm not going to think about this. Whatever I get done, I get done is IT keeping you sort of saying.

yeah, like there's there's another tool that we have here called the ideal week, okay? And so many the problems that we have, including that level of anxiety when we turn things, often were just hustling all the time, is because we really haven't thought through from a design perspective how we won our weeks to unfold.

We just to take IT IT comes well, there's another option, and the option is to plan your week and make the request to the extensive of control fit into your idea week. And so I know there's certain things i'm not going to do in the morning. There's certain things i'm not going to do the afternoon.

The boundaries.

I ate boundaries. Okay.

what goes into the certification? When a, when a coach signs up for full focus certification, what do they learn to do?

Well, two things. I I like to think of the planner as the Operating system of a person's life. So that enables everything else.

And if from a coach, this is an Operating system that I wanted install in my clients, I, okay, what kind of coach you want to do? Your clients are paying you for results, right? And this is designed to help them into results.

provide those results. There are. They're onna.

Thank you. They're going to keep coming back. They're going to refer their friends, right? So what you're going to get in the certification is not only the mechanics of how you know the different parts of the planet work, but the Operating system behind IT or the philosophy behind IT, which is really powerful because we're committed to people getting what we call the double win, which is to win at work and succeed at life. And unless you've got both of those, you're live in and basically half a life.

Your certification allows a coach to teach this one on one coaching, charging eight hundred to two thousand and box a month for one one coaching or more. A lot of high coaches church ten thousand dollars a month for coaching. You can also teach IT in a mastermind, a small group of other business owner or individuals.

You can teach IT in a mastermind setting. So if you have a mastery, you can, you can. How long would that take in a master? My study, do you think, to teach this? How many months of content is this going to take .

up in my content and to expand or contracted to end on the time you've got? three? six?

yeah.

I mean, could do problem as little as four weeks.

okay.

But I mean, we have the toro al videos the last an hour, but to go in death and understand the physical behind IT, the why behind can take longer.

And the coach, by the way, gets a keino deck and a workbook, which that allows them to click through the keynote deck. And you actually come up on screen instead teach some of the important part, so you don't have to teach all of the yours you can but or you can just have Michael teacher and or you can do a hybrid to both.

Uh and there's also you get to go into uh a sea weed or an executive conference room with employees at some organization and teach you us a one and a half or one day workshop as well. Yeah so a lot of options there for you. And by the way, you know for the one day workshop you charge two thousand dollars a person or more for the mastermind, you can charge ten thousand dollars.

I pay ten thousand dollars in my master. Mine is an annual mastermind, do you really? I got a good day. australia.

My guy, like, you know, so all sorts of is here in terms of how you would monodist this as a coach. But the real impact is you're just going to change lives. And specifically, what you get with certification.

If you get a keynote presentation, IT is a robust keynote presentation. You're going to go through IT in one setting. Inside that keynote presentation are all the principles on how to fill out.

The planner had to create your life plan with Michael coming in in video form teaching the some of the parts of IT so that you don't have to teach IT or you can just watch him teacher and turn around and teach her yourself. So all of that is there uh, it's Price to a point where you can make your money back really quickly, Michael, in IT, to have impact on people's lives. What is the long term legacy that you and all of your certified coaches have? What are you trying to do in the world?

Change lies. Yeah, you know, I think when people are succeeding at work, which is really important because IT funds everything else, but when that's not the only aspect of your life, but you've got deep, rich relationships with your family members, you're in great health. You're able to be involved in your church, your community, all that, that leads to transformation. And it's not just the transformation of individuals, but i'd like to see transformation of entire communities and ultimately countries. And I think we've got to get back to this sense of worklife baLance and owning .

your own life and taking responsibility for your own life, and realizing that so many the problems that you have for yourself and create for others are because you, not only your life, you not actually taking responsibility for IT.

My single biggest value, personal value, to ship. You know, everything's been given to me as a gift, including time, including time. And i've got to make a return on that, right? So i've got to take the five talents i've been given internet into ten. And I think a tool like the full focus planner enables people to Better be Better stewards of their lives.

Yeah, well, you know, it's not just individuals who use the planner. What I think about even more than that, or their children who have no idea that that book mom is looking at, you know, every morning or dad is looking at every morning is the reason that they feel loved, cared for, are provided for because mom and dad shows to take responsibility for their large. So it's a massive legacy.

Can't do IT without coaching. I, me, you can do this by yourself. no. So you've pardoned with coaches. Be able to do that if you're ready to go to coach builder dot com though an application you're going to talk one of our represents, they'll explain, they'll click through the key o you'll get a little preview of IT if that's what you want.

But we would love to have you on board if you're interested in changing lives, go to coach builder 点 com。 Michael, thank you for partner with coach builder and putting full focus certification inside of IT. We're hoping that millions of these planners get out there and millions of lives change. And the kids, the children of all those people using this planner, they're just saved a tone of trauma and a ton of having a ton of therapy cost. What won't happen because you've got some parents out there .

doing so great partner.

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And now back to the show.

That was a fantastic conversation with Michael and you done and really .

just get to her change.

Oh my gosh. And especially for i'm thinking for the coach out there that may not currently have a proven achievement system to take a client through or they're just .

kind of waiting a lot of coaches you do mindset coaching or life coaching or coaching or even business coaching somewhere in that arsenal. You're gonna goal planning, goal achievement, time management, productivity, all those of that. And now you've got IT and you've got a tool you can hand them and they can use IT, and you can even go into an entire organization, let's say, somebody has five hundred employees.

You can do a workshop for their five hundred employees in charge ten thousand dogs. But way, Michael l. Doesn't take any of that you pay for the certification.

This is go for IT. You know he's not going to take any of your compensation on that. So in an incredible tool for you to be able to user a coach .

in one of the best. I mean, yeah, that's the thing too. I have me too.

It's not a it's a morning routine and I wrote a book called hero on emission. I think it's very good. It's absolutely changed my life.

But I don't have a planner. I don't have, you know the gulp setting stuff. I don't have the physical printing and so I didn't .

put mine in there. I put my ah .

yeah and and i've got his player was sitting on a bed side table right now just my plan is yes.

right over there on the work station, the studio I love IT I love IT, so done. What about this new surfacing with? Well, ga, ah unreasonable .

hospitality is a friend. And first he elevated as a co owner the world's number one restaurant, eleven medicine park and center in new york city, and sold his share of IT and went on to do other things, has gone on to do other things. Ah I was just amazed when I met, will you I mean, if you're meeting with the person who created the world's number one restaurant, which is, by the way, is a fine dining restaurant, and you know, you're get out of there every meal, the tickets or seven hundred, eight hundred box of wind, actually expecting meat with like a snob .

and will could not be further from that oh my god.

So I was just amazed because he's just that approached and so he wrote a book called unreasonable hospitality is really the story of restaurant hit. Number one, I woke up at four A M to go to bathroom, something like that when I was listening to that book and lay back in bed and was about to go back to sleep. And just that I gotten, know what happens and I got out of bed when in the kitchen and made some coffee and SAT.

They're and listen to the rest of the book. It's it's rivenoak. But that book is about how you make customers be amazed. They can't believe that you're doing these .

things for years.

You're creating these magic moments. Some of them are tine, some of them were one off, some of them. So how do you create that culture? And so we SAT down and read the book.

My content team and winter willing said, we think what would allow other people to do this, other people to do what you did a eleven measured, whether are selling tires or you a theriault, whatever we have a software company is something that we would call a customer journey map. And it's something that will had sort of described to us but didn't have the name of language forum. IT wasn't in a place where I could be duplicated.

So we worked with his team on creating a customer journey map offering that a coach could deliver. So a coach goes in. And well, all that will explain IT, yeah, yeah.

But that allowed us to create a certification around the actual book. The book is currently on the nearby times best sellers list, is ranked in the top two on amazon. It's been in this up ten.

A IT will go back there. Companies are buying these by the cases. It's just being passed around yeah as the sort of bible of loving your customers.

That's what really is about. And so we went to, well said, can we create specification and would you be going department with us? Of course, he said yes. And if you can spread the word about this, and we can change the world through businesses, to corporations. So we decided to offer you as a coaching certification, and the rest of history is available now.

So let's listen your conversation with A.

Welcome back. Thank you for having me back. I want to know in terms of mapping a customer journey in creating special moments, how did that become so important to you as you build to love a medicine park?

Well, because until you understand an experience, you can't enhance IT like this. Is this how was started with us? I was really working after i'd kind of come up with the idea of unreasonable hospitality to bring IT to life within the walls of the restaurant.

In the beginning, we did, when anyone would obviously do, we started trying to make elements of the experience more hospitable, how we are welcoming people when they walked on the door, how we were greeting them at the table, how we were taking their order, and we made improvement. But one day I had this realization that we were just focusing on the most obvious touch points in the experience, which, by definition, where the exact same ones our competitors were focusing on. But what I realized is very, very few organizations actually know what all the touch points in the experience are because they never, never slow down for long enough to truly understand IT as a whole.

Would you agree that especially companies that are growing or onest ly struggling to you make a profit, they're narcisse C I mean, I remember when I first started my company that was narcissist, because I was thinking, how do we make payable? How do we and you're not even thinking which is so counter intuitive to go. Actually, if you want to make payroll.

stop thinking about payer s every single time. yeah. But so what we did was we we really slowed down in order to speed up rather than continuing to move forward. We stopped and we charted out the experience in excruciating detail, identifying every single just in the restaurant. Okay, when you think about the beginning, you walk in to the restaurant, you get sad, you get your order taken, you eat you.

right?

But there's a million touch points within that. You walk through the door, you approach the podium, you go to the bathroom, you washed their hands, you are given the check, you give them the credit card, right? Every single one of these representing opportunity and some of those touch points as they existed when we began this process, we're already great, but that didn't mean they could not be Better.

Some of them we had never considered red, they were overlooked, which represented real opportunity will get back to that. And some of them we're just negative, right? It's never fun when you get the bill right. And that means that if you can take something that's negative and make IT even just Normal, well, now you start to have an unfair competitive advantage. But I think the bigger thing is when you focus on a touch point in the experience that no one else has ever paused for long enough to consider, you're sending a message to your customers that you're willing to care about things that no .

one else does.

and it's a powerful message to share.

How did you develop empathy in that space? Because I am not convinced that that this is motivated by money. No, you know, there's other things you can you about money, you think about profit margins and how do we use vender and here, who can give a why care so much?

Well, I use the word awesome a lot. Yeah, I feel like we get older. We feel they need to be more mature, more professional. We stop using words like awesome. yeah.

But I think if you're in the business of making people happy, which by the way, every single person doing anything is in that business, that's a big part of your job, is just to make as many little things more awesome as you possibly can. And once you start doing that, once you take one little thing and may get a little bit Better, IT becomes a bit of an addiction. You want to make everything a little bit Better because the impact of each one of those changes, but can be quite profound.

It's a great feeling to dopamine rush to really please somebody and to care about them and to seat on their face.

There is no feeling.

So I guess that's what i'm saying.

There is no feeling for me more energizing than the one I get when I see a little concern is face when they receive a gift and responsible for giving .

them yeah and I I should tell you, I spoke at welcome conference, your conference in new york city with each speaker. Your team worked for a year to get them a present. So for example, for me, one of my favor movies ever is bottle rocket was Anderson's first movie.

yeah. And you knew that because it's buried in one of my books. I reference IT. And you ve found a bottle rocket poster and got a signed by oin Wilson and .

using the language from.

using the language from the book and framed in, by the way, it's about to be hung up in my office, probably later today is a song. But you know, you did that for every single. I think David Brooks wrote a master theses on some obscure look that never sold and you guys had the cover of that turned into a piece of art, you know, for him.

Yes, on and on and on, there's sort of a industrial style customer hospitality and then there's customer and customer doesn't scale. Yeah, but you guys were doing customer at eleven medicine park at scale. I mean, with lots and lots of people. How did you pull that off? What did your team actually look like to make that happen?

Well, so one of the things and every time I am with any company I talk about and what we're going to go through today, it's effectively about scaling a lot of us because the paradise shift as you can system ze hospitality, but but that we should never limit our innovations only to ones that can scale. Because if you only do scalable things, if you're not doing the unscalable things, you're never going to be truly innovative. I think it's when you make the choice to do things that are on paper unscalable, that's when you discover what opportunities actually exist. Yeah and then within that, you figure out what that you can customize them at all.

But at the same time, I call the spy and is a football term yeah. When you're playing against a team with a running quarterback, a team of off, often a point to spy and buy job is to stand there. And if that guy runs to tackle them.

yeah and IT seems .

like you guys .

have some spice sit with to the team. And the dream of wasn't the spy.

Every everyone .

was the spy on the dream. exactly. Here's what i've realized is that people love coming up with cool ideas if they aren't the ones that necessarily have to put in work to .

bring me to life.

Sorry, you can provide resource to them such that all they have to do is and then someone else is there to support them and making the thing happen. That many more ideas come about a the beautiful party about turning everyone into a spy as well. You're going to collect that much more intel.

But the dream wever was the unscalable part of IT, right? Because we still those gestures were about up and in an idea like coming up with a really cool thing turning and around pretty quickly. You can't force those things oh, wise.

They will feel contrived yeah. But we kept on asking ourselves, he is their way to do this more often for more people. And that's when journey map came in to play.

And look at that, we should say that when a coach get certified in unreasonable, hostile certification, what they are actually certified to do is go into a conference room, do a one day meeting with a group of people to map out every customer touch point, and then put them in a different categories, which will get into, and then actually try to improve those customers such points in some way as much as possible, and then keep the team accountable to actually do as much as that as they can.

That's what you can do that in a workshop. You can do that in one and one coaching in retainer coaching. You can do that in a but that's what IT actually is.

And for those you've listening, uh, you won't be able to see the screen, but we just put up on the screen and actual customer journey advances map uh, from unreasonable hospitality. So will you explain to us in those of you who are watching you, you can will just put IT up on the screen. Well, we explained us what we're looking at. This is the actual .

deliverable right here yeah and and by the way, this is simplified for the sake of not overwhelming people, too much information on a screen.

But think about IT and this, this is probably a restaurant.

right? Yeah, this this would be like my restaurant effectively. So all the way left, that's the beginning of the experience.

And when the experience starts is an important thing to define. The moment they decide they want to join you, the moment they walk in the door, exactly. And then all the way the end is when the experience is over.

And what is effectively charting is every little moment of interaction between you and the people you're serving. Now that's left to write up to down is whether as IT currently exists, the touch point ellice its a positive reaction, a negative reaction or in the middle is just overlooked. It's not even a thing.

I mean, like so server checks in with the table. So that's a negative touch point, right? Because you're just serve the food.

right? We need to go .

interrupt gure before languishing over her side of food for too long clearing the plates again. You're interrupting, but it's unnecessary interruption guest asking for the check. There's nothing great about that. So with all of those, just because they are negative conventionally doesn't mean they can't become positive. The big story that I love to tell us at our restaurant, we gave a bottle of kyak with the check, effectively matching the moment where we gave people a big, big bill with the genre of profound .

generosity. In some of the negative taking from a negative five, sometimes to be to a negative one or a positive one, right? Just just doing something to mitigate that experience. Now in the .

overlooked touch points, guess gets up to leave. Guest collects coat from coach. That's like this transactional note at the very end of what was hopefully .

after the check when they're expected to be treated. Yeah, we got your money.

You wake up. You need to hand them a little ticket. You need to stand there and weight while they go find your coat and bring IT back.

It's not a negative thing. But no one ever really thinks about IT. You once ever thought, man, the coach care was bad.

The coach here was good. Everyone just does IT the same way and right in a nerval ict fashion. We developed a system where we had the coats ready for you. The moment you walked out, people would reach for their coach truck ticket, realize they never had one of them look up, and we were holding your coats. And there was a magic trick, one last little magic trick on your way out the .

door is a huge one. I mean that that the last feeling, you get a big hundred person.

You don't need to have some magical superpower to do magical things. You can system ze all of this simply by making the choice that that matters to you, and you're willing to put .

in the work to bring the idea of life. And you can even leave something in every car. Oh, go in the.

I mean, with coach onest ly, one of the things we I always talked about was like slipping little gift and people's pokey.

really like maybe.

And then there's the positive touch points. We are already great, but that doesn't mean they can be even greater. The idea is to isolate every one of these touch points in the most detailed, excruciating fashion.

And then once you're done with that, sit down and look at the list and try to make as many of them as possible just a little bit more awesome. And when I found, especially with the overlook twins, the smallest enhancements that most overlook touch points can have the greatest impact on the experiences of all. Example, anyone has ever been to five guys for a chees burger.

If I ever said to a room full of people, what do you think of? When you think of five guys? At least fifty percent of the people will say peanuts. yes.

why? Because five guys of every fast wood chain out there is the only one I know of that does anything while you're waiting for your food to be cked. They've identified that as a touch point in the experience.

And I see what you will about what they choose. Do they put out some peanuts you taking out to show you? May be it's generosity and make the week go by more quickly?

IT doesn't matter because there are the only ones that do anything in that touch point. IT gives them an unfair competitive advantage. That's an overlook part of the experience, every single experience regardless of industry.

Yeah who else have you helped? Because one other reasons you came to us with coaching certification was you can't scale yourself, can be in every room with every but gives one example of one group that you worked with that is unlike a restaurant that you helps figure some things out.

Men groups is that you've created .

an with other deal groups.

you cards very transaction I I think about let me explain this list ever here. The required means I get good. So okay, customer journey advantage map is really two parts. It's one identifying every touch point, the things that happen always for everyone and then elevating as many of them as possible.

And then two, doing some pattern recognition of the recurrent moments, the things that happen sometimes for some people yeah because if you can identify those things in advance and then in advance, well, like decide how you, anna, react every time that thing happens. Invest whatever time, energy, resources into developing the assets required for that reaction. You can start making magic all the time.

And so like a recurring moment in an auto dealer group is someone comes in to buy their first car after you've had a baby. IT happens all the time. I've worked with an idea group president.

What are you doing special for the person that just bought a car now that they have a kid? nothing. But think about that, like when you're selling someone, their car I don't know about for you. Every car i've bought represents kind of explanation point in my time line. Got my first car after graduation, got my car when I had a car.

even washing other people, drive for five years.

This is what I know about, buying a new car and then putting a car seat and putting your kid in there. As the car is trashed right a week, I have doing get this new car. You're so excited IT.

What's the cost of a court? This dust busters ah fifty bucks at most and so they started doing that every time you came in to get the family car that you're going to put a car, they said, hey, just to keep your new car feeling new. Here's a debussy on us thinking about the impact that had this .

stuff goes a long way because IT is so rare.

I mean, I don't think there's any Better investment. You can make an attempt to boost your bottom line then through unreason hospitality yet like because when you give people's oris like this to tell, what do you think they are going to do? They are going to tell them, like, exactly is happening now. And you wake up one .

day with legions of ambassadors, turns into a mission to honor, acknowledge the dignity of all people, which I believe is true. And anything that says this person is worth more than this person, I believe, is a lie. Yeah, and your business can turn in saying, well, we do this because people deserve .

to be treated extremely well. I sh pleasure els, good.

mutually beneficial.

But i'll finance, i'll finished the auto deal group and i'll bring you back out of the journey map. So just buster recurring moment, that's not a touch point that's only happening .

for small first for people .

who we know they just added a baby exactly. So you have a took out of the is very easy for your come out and you give IT yeah now a touch point I member I did this IT was like me in a bunch of like big burly auto dealers ah and i'm like going through the the touch point exercise with them. They could not have been less impressed or less excited to do with me this before the book came out and Carry.

I was and so they weren't really playing along and so I had to like kind of take over the exercise a little bit to show them what I was hoping they would do and I was like, okay, um someone drives off a lot. They just spend eighty thousand dollars on a new car. Three days later, they open the glove compartment for the first time what's inside of IT and they looked at me and they were like down and he's got a point because every single person that will ever buy a car from them will eventually open the glove compartment, which means there's an opportunity there, right? So what did they do? Nothing crazy.

They just bought bunch of star box gift cards, fifteen box each. Put them in every glove compartment of every car they sold with a little note from the court and said, hey, enjoy coffee in your new car on us. I'm pared to help you with anything, whatever you need IT with their cell phone number.

They reached out to me a year later. They had never had a higher R A Y on any marketing initiative the'd ever done than that. That's a made because think about the surprise and delight of that moment you're reaching into either throw some naps in the glove compartment, grab the manual for ever reason or just overwhelmed by a little thought fulness from someone who you assumed was no longer thinking about you.

yes. And so these things, they exist everywhere. And this is where the strategy comes into IT. Because you isolated everything, you can improve everything. This is where you identify how you want to show up in the world.

Which touch points are you, which recurring moments are you seizing upon? And if you do enough of these big things and little things, the little things matter. Rain drops make oceans the impact you can make on the product of the people you're selling IT too, and on the people you work with is nothing short of extraordinary.

Well, what sort of people would naturally do well at this? And if you know, going into a room and saying, let's improve your customer journey map first always created, you know, who should be a coach?

I think if you're someone who loves giving gifts, if you're someone who derives pleasure out of bringing joy to others, if you're someone that just is that feeling of being called to serve, I think this is for you because that gives you the ability not only to do that for others, but to help them do that for so many more.

In every organza, there are people who IT drives the increase, see the moments that are being missed. They see a customer not being treated well. IT drives them nuts. yeah. And that you person.

the person that sees opportunity all around them, the person that when they don't receive the right response from someone in customer service and their not angry because they are offended, but a little bit upset because they just know that those moments could be a little bit more magical, a little bit more empathetic, a bit more compassionate if you're someone that seize the world not just in black and White, but in full colour. I think you could use this .

to really make a meaning at a restaurant, one hundred going from fifty six thousand dollars a year at five hundred thousand dollars year, because they see IT. They see IT all the time. And IT doesn't matter if you if you still ice cream or you saw cars, you sell stocks, they will know you're not treating .

people well right here. You rent your position, you own your character. Nothing about your experience, your education, your resume has anything to do with whether you're the kind of person that could do this well and has everything to do with who you are, what you believe in and you see the .

world yeah in any organization. I mean, i'm thinking, uh, a therapist could use .

a customer journey map erd carwash, landscaping, music production, hospitals, hotels.

like anybody who has transaction and interactions with human.

anyone who has employees and customers. Well.

that's a big market. Yeah, all right. Well, thanks.

So someone to join. Thanks for creating this. Thanks for writing the book on reasonable hospitality. Thanks for changing the world.

the wonderful way that you awesome. thanks.

This is only offered here in the coach builder PLA.

You can only get a coaching certification for vogue is book inside the coach builder platform. It's an exclusive. So the idea behind the whole cultural al programme is we help you transform lives for a living, you know, we help you change people's lives for a living.

And now we've got three ways to do IT. There's a small business flight plan, but if you don't want to be a small business coach, there's uh, full focus planner so that life coaches, mindset coaches, executive coaches, goal coaches can use that. And then there is this unreasonable hospitality customer journey map that you can go in, by the way, that is, I would urge anything under ten thousand dollars to do that.

And hopefully you can do fifteen or twenty those in a year, but you can also offer IT in your mastermind. And your one of one coaching is just a tool in your b in your tool belt and the Price of IT, by the way, if you order the certification and then you sell one of those, you've quite dropped your investment with one cell, with one sale. So these are very affordably Price certifications, which was very important to us because we want coaches to keep the money and will doesn't take any of the money, just like Michael, hi you, you buy the certification, you go sell the product and nobody y's actually trying to dip in to your wallet. You sell for what you want to sell IT for and keep all the money because we're really interested in you changing lives for living without having to hustle.

I love IT. And so for everybody out there who's listen to these conversations is inspired by the frameworks, is excited to offer those in their menu of products as a coach, where can they go to dive and deeper to get the certification?

Your idea, coach builder member, it's inside the platform right now so you can grab IT and start watching IT today and get the keynote in the workbook and everything that you need to deliver this to clients. That's all available today. If you are thinking about being a coach, got a coach build to that com, fill out a form there will talk you about how the program works.

If it's right for you, which I hope IT is, we will get you on a small group right away and we will get into the platform. So tomorrow you can actually start the unreasonable capital certification of the full focus service fiction or small business five plant certification. And you can do all that starting tomorrow once in the programme because the certification is actually available instantly.

The small group is a small group of other business coaches and you with one of our small group later. And those meetings take place every two weeks, and we will immediately put you into a new coward of coaches. So you be dealing with human beings not just on demand content, but you're going to start learning today.

That's great. So yeah, just like done said, if you are already remember, those are available to you all like coach builder that com. And if this is something where this is your first time and you're ready to jump in, you can apply also at coach buller that com. So don, as you know, we have a plan of action at the end of every conversation, every episode. What would you say is the plan of action today that, that we can kind of pluk out from your conversations with willing Michael that our audience can immediately use to grow their coaching business and become Better business .

under Better coaches? Well, the two surface tion to talk about our full focus planner and unreasonable hospitality yeah so just get a piece of paper, write full focus planner on one and unreasonable hospitality on the other and in list the actual names of the people of the businesses who and that tell you there's a lot of positive.

And I I honestly think that a ton of our coaches are gna choose both because they want small business and fight plan with the one of your small business. But boy, full focuses gonna them do this, and unreasonable has tell he's gonna them do this. And they want all of those things. I think as you build your coaching business, you will realize I really like the full focus part. I really like the real hospitalities part, but they're so inexpensive that you can actually just go get a bachelor's degree in each of these certifications and know what you're doing and have extreme competency delivering incredible value. But I think for a plan of action, before you do IT just sit there and go, who would I sell this to and who would I sell this to? And that's going to give you a lot of confidence, and you going to be able to turn around and actually build this.

That's great. great.

I love IT. Well done. Thank you for joining us on the podcast today. Thank you for two great conversations with both will and Michael and everyone else listening. Thank you for joining us as always, for the business made simple pot cap where we are obsessed with helping you grow your small business, become a Better business owner and coach clients to transform lives. We will see you next week.