Expert-Secrets full book

company, it was very difficult for others to buy into it. Because her brand was
HER maiden name, her customers could never identify with it. So while they
followed her as a charismatic leader, she wasn’t creating a movement. There was
no cult-ure. I pointed that out at one of our meetings, and they knew that to get
to the next level in their business, they would need to make a change.
As they were flying home from the meeting, Kaelin had an idea. She
thought Lady Boss Weight Loss. That’s what it’s going to be! Then they will say,
“I am a Lady Boss.”
By the time they had landed, they had changed their messaging. They
quickly launched the cult-ure, and within three months they saw their customer
churn drop by 10% (which for them was equal to hundreds of thousands of
dollars a year). On top of that, their TRUE fans—the ones who will purchase
anything and everything they produce—now identify themselves as Lady Bosses
and continue to grow by hundreds of new people every day.
Recently I’ve been working on a new supplement business, and I was trying
to figure out what I could put on our packaging that would get our new
customers to identify with our product and movement we are starting to create.
The new product is an energy supplement called Ignite. I knew it would be hard
to figure out who our supplement was for, because there are literally thousands
of energy supplements.
So I started asking myself, “Who is this for? Everyone?” No, I needed to
find my niche within the energy submarket. The problem with most energy
drinks is that they’re for everyone, which makes it really hard to compete. I
know others target pre-workouts in the fitness submarket, but that’s not who we
were targeting either.
I knew that if we were going to have success, we needed to call out our
people and get them to come to us. So I started to think, “Who are our people?”
When we created the supplement, I thought it was going to be for entrepreneurs,
so should we call it “Ignite: Energy for Entrepreneurs”? But then I realized that
it wasn’t just entrepreneurs. In fact, everyone who was pulling all-nighters when
we were trying to launch ClickFunnels was using it, so it was also for coders.
And then, almost like a bolt of lightning, I had the inspiration. I
remembered an old Apple commercial where Steve Jobs recited this quote:
Here’s to the crazy ones. The misfits. The rebels. The troublemakers.
The round pegs in the square holes. The ones who see things
differently. They’re not fond of rules. And they have no respect for the
status quo. You can quote them, disagree with them, glorify or vilify