hey guys so today we're gonna be talking about a topic that something happened in Bali I'd have definitely know in Bali right now I'm actually here in London my favorite city in the world is my hometown it is currently Sunday at like 7:00 a.m. ish my gym opens at 8 a.m. on Sunday so I wake up at 6:30 is normal and on Sundays actually go for a walk like a long one hour walk instead of going to a gym so it's because of that that I thought I would shoot this video for you or it's
because of something that I thought of while something that I thought of or an incident that I thought of while I was at Bali and it's funny so does he end up having really just hilarious conversations in the sauna because the person to the right of you or to left you just like sweating their balls off and it's just super uncomfortable and awkward but uh you know I struck up a conversation with sky that was sitting with me in the sauna and you know we got into talking and whatnot and you know I was like
so so what do you do blah blah he's like oh I like you know develop like like he said like some sort of like financial consulting thing bah blah you know let him talk for like five minutes and then he's like what do you do I'm like oh you know I have an advertising agency Facebook advertising some who advertising for e-commerce and info product businesses it's like oh cool I do marketing to him like okay awesome I thought you were consulting he's like no no I mainly do the backend of websites I'm like oh that's
cool so what do you mean by the backend do you mean like when to be outside everything they even know what the backend of websites would mean that's why I asked him it was like a genuine question but uh yeah I was like oh that's cool the backend of a website so are you like a developer or something it's like no no no I do you know the backend like I help with it but the bad kid then that's where all the money's made and I'm like yeah that's cool but like you know what do
you like what does that exactly exactly mean he's like oh I you know I I do all the stuff that I put all it in all the systems and processes so you know the website can make money you know long-term I'm like oh cool so like what sort of systems and processes and we went in this circle and I found quite a lot of enjoyment just from you know continually continuously just coming back to that question which is like what is the actual results you get now obviously you know this is a stranger I don't
want to be disrespectful or anything like that you know I didn't you know I wasn't confrontational but you know I found I found a lot of pleasure and the major strength across the road now without a kick right over but I found a lot of pleasure in and just taking them around in the circle and once again yesterday I was actually at a meeting I never never do impersonal meeting with clients I have a rule that has to be with an eight minute walk of my house and this time it was within an 8-minute walk
so I agreed to meet in person with his client or actually this prospective client and you know right before this client came I was sitting next to another guy he was around like 45 or something and it was one of those like French style cafes here in London so the tables were really really close to each other and by the way guys I apologize for the sound kind of like next to a big road you know I was next to I was on one of these French tables and you know super super close to each
other and once again we struck up a conversation and same sort of thing you know talk generally for a couple minutes and then you know he asked me what I did I told him what I did I told him you know my online advertising agency you know we get results using paid traffic for clients and then I also have a education company where I teach aspiring and current agency owners how to scale then asked him what he did and he was just you know it was just like I just couldn't understand it you know he
was throwing around these big words you know we we helped it once again it was a financial services company you know we helped financial services company vertically scale through the use of this is this by building this assist this and like I you know whenever anything happens it doesn't matter what industry it's in whether I understand the industry or not my number one goal is to get down drill down to what is either the root issue or what is the root result that we are trying to get someone so once again I did some more
like digging and whatnot and by the end of it I realized that and you know but anyway I basically realized this this guy had absolutely no idea what the they were doing and he was quite high up in a company with roughly around 2,000 employees and they had no idea what the hell they were doing and this comes back to a book I forget whether it was in culture code or was either in the culture code or was in the Netflix book by Patty something well basically they said there that everyone in your company and
you know this is something that applies to me right now especially as I'm growing the grow your agency sort of roster and team everyone in the company needs to know exactly what the hell you guys are doing you know everyone in your company if they're put in the same situation that you know if they're put in the same situation that you know those two people were where they need to explain what the company actually does they should be able to you know on the spot be able to pull that up and without any fluff and
with real good understanding and that brings me to the topic of this video which is you know the problem that you solve shouldn't be complex the problem that you solve anyone should understand now the way in which you do it that can have layers and layers and layers of complexity but the actual problem that you solve it shouldn't be complex alright so let me give you example with my agency with my agency businesses need more leads and more customers now in my case the KPI that I'm optimizing for with my clients you know I wouldn't
go to my clients and be proud that I got a Cpl you know cost per lead of X amount because for the info product business we are running the ads to the funnel and in the funnel converts so the you know the main metric that the main KPI that we optimize off of or we base our results of them is CPA cost per acquisition now with our econ clients it's the exact same thing because they already have you know ecommerce platform because they're already selling on you know whatever they're selling on you know cost per
acquisition is the main metric that we're going off of but you know that's my point the main problem that people have or businesses have it's not complex you know all it is is businesses need more customers and they need more leads in our case as I said because we are doing info product and econ clients where the main KPI is cost for acquisition not cost for lead because you know our info product clients now funnily enough we actually have one of our info info product lines that's like they're kind of you know they're about to
release a 5 6 K program so for that the main KPI that we'd be looking at is cost per lead because obviously we can't take the discovery calls for them they have to do it themselves we can only best advise them so the problem isn't complex the problem is our clients need more customers now the way in which we do it that can have added layers of complexity and whatnot if we look at you know a company like Google and look at the problem that they are trying to solve the problem there that they're trying
to solve is they're basically trying to take all the world's information and make it and organize it and make it easily accessible you know so you could have someone at Google you have a top exec you know either do those two other guys did which was a goal round and you know the funny thing is most of time I feel so people like to add added complexity because they think it makes them sound smarter it makes them think that what they're doing their work is more meaningful I can tell you for me it's far more
impressive when I meet a business owner and by the way guys this is one of the reasons I don't really network too much or pretty much you know ever is because a lot of time you know when you're networking a lot of ego is involved a lot of time the other person is just trying to just make themselves feel more I don't make themselves just feel more special more clever etc etc and a lot of time there's just a lot Evo involved by the way guys apologize for the for the shaking I wish I had
my like DJI Osmo I literally just decided to do this off the cuff because I was thinking about it so you know back to the topic of this video complexity the problem that you are solving doesn't need to be complex you know me solving the issue of my clients need more customers that's not a complex problem everyone can understand that now whereas if I told people you know someone asked what do you do I'm like oh I run paid trap and you know this is just a normal person who doesn't really isn't in additional marketing
sphere if I just felt um hey you know I have a a digital marketing agency where we scale and optimize paid traffic campaigns for large info product in e-commerce clients not many people would understand that or at least just your typical person wouldn't understand that or you know if I was like hey you know my my agency we run cold campaigns on Facebook then retargeting on both Facebook its audience network Google its audience network for large info product and e-commerce clients blah blah etc except you know they wouldn't know they'd be like why are you
calling this traffic cold like what well you know well you know most people just wouldn't understand it so there's always you know two ways you can kind of frame something and frame the problem that you're solving now after that person if I was like hey we bring customers more leads or sorry we bring we bring our clients more customers using Facebook like using Facebook Ads most people can understand Facebook ads whereas if I said paid traffic you know we do cold and then we do retargeting on for example Google they might not understand it so
you want to make the problem that you are solving and not complex at all all right and you should be able to off-the-cuff just be able to actually talk about what your business is actually trying to accomplish let's look at grow your agency which is my education company our goal is to reform the education system by building the best elearning platform in the world all right now even that might be a little too complex for your common person they may be like oh what's an e-learning platform you know that might even cause too many questions
so you know I might say something all the lines of you know grow your agency our mission is to perform the education system by building a best educational material in the world you know and that makes a little easier to digest and understand but you know I see a time and time again and this is to be honest most of time this is why I'm very unimpressed with a lot of these poor pretty people of all these people that and I'm not saying everyone but a lot of these corporate a people and all these people
who have very high positions and stuff like that the issue is ego will absolutely kill you and it'll just eat you alive if you let it and that's why I'll all these people when they're 4045 they think they've accomplished so much because they're using the barometer they're using to actually assess that is you know where they are in the company not you know what did they actually accomplish what problems are they solving are they constantly innovating or they constantly push from the barrier it's just like oh you know I'm the VP so yeah obviously I
know a thing or two and I said that's that's why a lot of time that's why a lot of time I don't like a lot of these larger corporate companies I'm not going to name the name but I had a client that come to me I would have been my largest retainer I was actually a referral another one of my happy clients and that would have been 15,000 a month the retainer and I just like I honestly just want to kill myself and the zoom calls that we had because they just seem so centralized so
sluggish so like you know so do everything by the books vetting eccentrics that you're an analyst and you know the bigger the company gets you know there's more vetting there's more things that need to be in place but you know a lot of these bigger companies they move slow and you know just ridiculously slow but you know my right arm is hurting now wish I guess you know is my signal to still go back to the main point and kind of leave you with that which is look whether you have an agency whether you have
a Shopify store or whether you have you know a consulting business whether you have a this thing or that thing you know figure out what the actual problem is that you are solving all right I mean um you know you just gotta read into some of the you know read into the tech bubble and some of the technology companies that were coming out of you know the back end of the 90s going into the early 2000s just the craziest you know just some of the weirdest companies came around they weren't really solving a problem for
anyone but just because it was such a you know the market was in such a delusional place and it was kind of the exact same thing with the whole cryptocurrency thing I was kind of the same thing with the whole cryptocurrency thing is yes she's so many companies that came about and you know by the way I still don't have an opinion on cryptocurrency at all like I don't want to even yeah I don't I don't I just don't even have an opinion on that so that's a little heads up but you know even if
you were the market was in such a delusional place but even if you were in that delusional State you could still identify that some of these companies were honestly just a joke they were really solving a problem or at least a problem that people knew they had now obviously there's some big innovators you know Apple Amazon they do things where you don't even know that you need it until that happens or that you even want it until that happens but those are a little different from some of these other companies I'm talking now so identify
what the problem is you're solving number two the problem shouldn't be complex no matter where you are in the world what industry you're in the problem should not be complex the way you do it this is gonna have multiple complexities to that you know just tons and tons and complexity an actual way you achieve that or the way you solve that problem with actual problem that you're solving it shouldn't be complex if it's complex then I don't know you probably haven't been able to explain it well enough so guys hope you enjoyed that video as
I said it's a little bit off the cuff apologize for the shaking and probably a little bit of rambling I'm not used to just walking and and showing these vids but hope you enjoyed it you know strip away some of the complexity from the main problem that you're solving and hopefully if I have a metrium person we strike up a conversation in a coffee shop or something you you can tell me in like three seconds where your company does so guys hope you enjoyed this video I'll see you
