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Issue #39 Are you missing this opportunity?

Table of Contents

    Make customer friction work for you.
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    How to start, grow and manage a business that lets you break free from the grind.

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    Issue #39 Are you missing this opportunity?

    December 14, 2021

    Hey, ,
    Something new we’ve discovered is the euphoria that exists in execution friction.

    Or rather in solving execution friction, which begs the question:

    What is execution friction?

    This is when you need information from your client, and you can’t get it.

    a social media company: BigBuzz (fake name). They posted on social media for clients. But they relied on clients to give them the information.

    Their clients always delayed.

    So BigBuzz posted late. Or they posted the wrong things. And everybody was unhappy and annoyed.

    (This is the short version).

    The typical solution: define your scope more clearly or fire the client, both of which are good ideas, but they are the wrong solution and do not deliver euphoria.

    Execution friction comes from not solving the client’s underlying problem. You do work, and you think you are solving the problem, and they think you are solving the problem, but you are merely doing work.

    Worse, you create work for your client.

    (This isn’t limited to social media: I’ve dealt with this
    in accounting, writing and, website creation as well: the client doesn’t respond, and the process grinds to a halt.

    Almost nobody gets this right. So, if you sell a solution, the heavens open, angels sing, and your client feels euphoria.

    Seriously. (Okay, not seriously, but you know something like that).

    Moreover, euphoric clients do not leave and are happy to pay more.

    So what do you have to do to deliver euphoria?

    Solve the real problem. Here’s how:

    1. Identify your avatar, which is super easy because it is your client.
    2. Get specific about the root
      problem. Why does friction keep appearing? What is going on? Not sure? Ask your client. This is the most straightforward market research you will ever do. Pick up the phone and ask: why is this hard for you?
    3. Develop a solution to the root problem. Innovate, design, develop a way to do what you do to address their root problem.
    4. Test this with your client.
    5. Implement it across the board.

    BigBuzz turned a weekly information gathering grind into a monthly phone call that cut hours out of the process and delivered euphoria.

    And I have seen this work for accountants, writers, web designers, and an iron ore company (long story).

    It will work for you.

    Read more here.

    Yours in euphoria,

    Tired of building a business alone?
    Well, stop. Join thrivers.

    The moment you join you realize that you are a part of something bigger. You go from working for yourself to having a business with a support team dedicated to your success.

    You get accountability, support, tools, and camaraderie. Ready to check it out for yourself? Come to two free Thrivers meetings. Free. As in paying nothing unless you decide that we offer so much value that you couldn’t possibly pass it up.

    Click here to give it a try; this link will take you to a Calendly page where you can register for a meeting (or contact Sofia,, if you need help).

    The Calendaring webinar is coming
    The response to Sofía’s calendaring course has been great! Sofía, our excellent assistant, is now leading courses and… webinars! Join us next Tuesday at 1 to go through the calendaring course material and ask all your questions – get your calendar sorted going into next year with Sofía’s help!
    One-Click Register here.

    Introducing hod-sod-u-sos-has
    Every week we get more questions about creating niches and why it matters. The hod-sod-u-sos-has is a powerful model for understanding why you should build on your support
    rather than try to make your detractors happy.

    The short story is this: the people exposed to you or your product fall into five categories: hard detractors, soft detractors, undecided, soft support, and hard support. We spend most of our time fretting about the detractors, but most people are undecided.

    The way to influence the undecided is through engaging and supporting your support. Your support influences the undecided, then the undecided have an outsized impact on detractors.

    To grow your business, focus on your support, build your tribe. Read more here.

    Want your name in front of thousands of prospects?
    Here is how: take three minutes to take this survey for a report we are doing together with KPMG spark, and be sure to include an interesting long-form comment or question and your

    We will use the results to create a nifty report and new content next year, and we will pick a few companies to feature in the report.

    Answer the Questions Here
    From Around the Web

    Bootstrapping is the new black, or orange, or whatever… but is it always the right way to start a business? Many bootstrappers had a lot of help, and maybe going it alone with no resources sounds heroic but is not effective. Check out this article on the topic here at the Hustle.

    Want to low-waste your life? Well, who else other than Marie Kondo could help with that? Check out her low waste hacks here for a list of things you think are a great idea but probably won’t ever do. (Seriously, how many things have you looked at, decided they don’t spark joy, and keep anyway?)

    And I know you have been dying for a Spotify playlist based on random phrases. So here you go! (Don’t you wish you could waste time like that?)

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