and I think realistically many of you guys sometimes invent work too and so what I want to walk you through is a process that I stole ruthlessly from Elon Musk that I think you may benefit from is that okay I'm going to walk you through this process of how to allocate time attention and resources cool that all right okay so there's five steps to this the first step is you question the requirement why are we doing this and so if you can't so I had a different example like this happens all the time especially those
of you who have teams because people come in they start getting on a salary get an hourly wage and they just have no idea what their actual job is they have no idea how what they do results in anything with the business growth and so I had somebody I had a Podcast manager ages ago who was like hey I think you should make shorter podcasts and I said why and he said because shorter podcasts get higher higher listen through RS and I said yeah why do I care would it so so and so within the
question the requirements there's three steps one is what does that mean so when you color grade or when you when you say you have to shorten this what does that mean how like what percentage is it like what just Define the term okay great now second is how do you know that so he would then say well if shorter shorter podcasts get uh more listens I say okay how do you know that he's like here's a stat I say cool now third why do I care now if he can't relate we's like well people who
listen to the the full podcast like the podcast more and I'm like how do you know that and how does that translate to growth and so if you can't explain to me how that translates to grow growth of the platform it doesn't matter I don't care I shouldn't care and so the thing is I see so many of you because I see you guys in the comments and I see your posts spending all this time on that simply doesn't matter you haven't boiled it down to what the inputs are that generate the most output and
if you're starting out the big input is you need to let people know about your you have to advertise and you have to do so ruthlessly and consistently beyond the time of being bored and we could talk about the rule rule of 300 in a second because we can get into that but I want to go through these five so number one is you question the requirement why are we doing this the second is that you delete once you once you've questioned the requirements for everything you just start hacking away this is why Elon went
into Twitter and was like why do we need this why do we need this why do we need this and then he was just like gone gone gone right you just deleted a bunch of stuff and so for most of you you can probably get away with deleting 90% of the work you're doing because it's not the stuff that drives the business so you delete it's one of the best allocations of resources stop and then get 100% of the resource back and Al on top of that eliminate switching costs so if you have three things
that you're doing and let's say two of them are irrelevant not only do you get all the time you get back from pulling from the time you were dedicated to that but the time you spent switching between the tasks also is one of the biggest inefficiencies for human brains so you get both efficiencies back so the second thing is you delete the third is you optimize so this is where you're like okay now I've got you know six things that I can clearly see generate output in the system right now this works the same way
for sales as it does for editing as it does for advertising it this is just how you how do you get more throughput in any system all right and so for us I'll tell you this we just went through this I'm just going I'm literally walking my media team through this we looked at our output by channel so some of you guys saw my like tier ranking video right so really interesting is that 87% of my traffic 87 comes from two platforms Instagram and YouTube but I have evenly distributed editors across all platforms I also
don't even create Instagram first platform uh Instagram first content I don't even make it's it's just repurposed but as of today Instagram actually generates more traffic to acquisition. comom than my YouTube does I just found this out and so by double it's a lot a lot more and so where I find this to be very interesting is that okay we know that Instagram gets us more than Tik Tok does and now we're going to delete some stuff deleted color grading deleted whatever right but now at a platform level let's optimize so it's like optimizing activities
but then optimizing where we're doing it so if you have the rule of 300 which I'll get to in a second if you have the rule of 300 that you could do well you could do it on Tik Tok you could do it on Instagram you could do it on YouTube you could do it on wherever right but you want to do it on the place you get the highest returns and so we're going to be optimizing allocating our resources to where we get the highest returns and so if we've got 20 guys instead of
saying two two two two two across the platforms we might put eight on Instagram and eight on YouTube and then four AC one on each of the other four and I might even forget about Tik Tok Tik Tok doesn't do for me I've got a million people or almost a million people there it does nothing I got one optin in four days from Tik Tok just to give you guys context and I have probably a pretty decent sized Tik Tok it's ridiculous it's absurd it's mind melting all right now let me let me jiz that
with I got 187 off of Instagram same time per 3 million 1 million that's what's crazy about this that's what's crazy about this three million 1 million we had more posts on Tik Tok than we did on Instagram is this interesting for you guys okay so Step One is why we question the requirements why are we doing this to begin with second we delete all the that doesn't matter third we optimize resources against the things we get the most bang for the buck and you have to be okay you have to be okay saying yeah
I know I was doing that I'm just going to stop you can't feel this like well I started I've already done sunk cost fallacy if the rules change or you get new data if you the only thing worse than getting new data that tells you what you're doing is wrong sorry only thing worse than not knowing is getting it and still doing nothing about it so number four is accelerate timelines so this matters a lot with a team but I'll still explain it to you so for my team for example uh they sometimes have a
tendency to say you know a manager might say hey when can you get this done by right and then someone might say I can do it by next Monday so what I've been trying to drill and practice with my you know managers and directors is question that so you're going to get it done today's Monday so you're gonna get it done by next Monday okay cool how long does it take in hours uh it'll probably take me three hours okay it's 2:30 now why can't you get it done by 5:30 today why why not just
tell me why not I want to I want to understand well if they're like well I've got these other things then you get to say none of these are more important than this so I'll see you at 5:30 get this done and at 5:30 I'll say what to do next so for what was this is number four where was John accelerate you accelerate the timelines you pull up you pull up the timetable and if you want to make things happen faster by the way big Pro tip there's two things that you can do number one
is you move up deadlines number two is you increase coms so you increase speed of communication so if for example I meet weekly with somebody I will guarantee you that if I meet with them daily I will get more out of them period because what happens is people just default they just default to how much time it's between the ne they're like yeah I'll just we see each other next Monday I'll get it done by the same time next Monday but it takes three hours so it's like cool so to it's 7 am now and
I'll See You by noon that's 5 hours they have two hours to around and at noon what do we do I say okay this is the next thing how long will that take you two hours great you have three hours to around I'll see you I'll see you at five and guess what happened in one day we got two weeks worth of worked up and tomorrow we start again and so this is how in real time people can move 14 times faster than you this is how it works is you pull up the timelines you
keep pulling it forward and say and the thing is is if the person says well I've got this other stuff it's up to you to say one what's the priority of this list now let's say they do have something that's more important then fine then it's like cool don't worry about that do the first priy thing but if there's other stuff it's like well I have to do this it's not as important to the business but something's going to break if I don't do it then it's up to you to say hey let me clear
the path like you're job if you're managing I know some of you guys are starting out but like giving you a little bit of glimpse into the future um and if you're managing yourself you have to be able to say and I'll tell like I'll tell you what guys when I when I I wanted to fix one of our departments I jumped in I made a podcast about this but I wanted to fix one of our departments it a different department and it took me like two hours to dive into why everything was and so
and this department basically did nothing for like weeks and I was like what the is going on everyone I hopped on the meetings like my head was going to explode because I was like I don't understand what the going on here and so I'm like you know I don't understand what's going on and I own the like you certainly have no idea what's going on right like you don't even have a larger picture at stake here right and so I itemized the problems there three big problems and I said and guess what we're going to
do we're not going to talk about problem two and three until number one is done I don't want to hear about anything that's not problem number one and guess what we got problem number one fixed in three days there's a big problem problem fixed in three days and I was like great now we will work on problem number two and I don't want to hear about problem three until problem number two is fixed and we did that and that took us three days and then once problem number two was fixed they said great now we
can do problem number three and so it's like you just have to be able to say no to it's just not important and it might not it might be important but it's not as important and like the number one job of the CEO and the entrepreneur fundamentally is prioritization that is strategy is prioritization of resources and when you have so few you actually to be even more sparing than you are when you're Advanced and this is why I think so few people move out of the beginner stage they just can't they just can't do anything
they can't figure it out because they try to figure everything in you just have to be like I have to set up my about page if the about page isn't set up I'm not going to get customers okay until my about page is set up I am gonna do nothing else once my about page is set up then I'm going to spend all my time driving people to my about page once people are driving to the about page whatever the problem is if it's a conversion thing then I will keep driving people to the about
page and then I will flip the vsl and make a better version of the vssl and then I will keep driving people to the about page and over time over time you will start to make money and then when you make money then you want to start Outsourcing the pieces that you have to do on a consistent basis so that you can do the things that you don't have to do consistent basis so you can build the future so step five is automate which I kind of jump the gun there right which is automate can
either be somebody else does it for you or you can actually automate the task if it's something that you can use robots to do right software AI whatever the right and so the big the big process for optimizing a system is number one question why we do everything question everything number two delete everything that doesn't matter number three optimize and reallocate resources according to the thing that gets you the most bang for buck four accelerate timelines do it faster Pull It Forward ask why can't you what would it take those types of questions what would
it take to get it done in five hours instead of five days what would it take what's the constraint how can I relieve this is there anything that's more important and then finally automate you either give it to somebody else or you have a machine do it and you can apply this thinking to any system whether it's video editing advertising sales scripts vsls this is how it works okay
