7  Steps  to  Take  Your  Business  to  the  Top,   On  Your  Own  Terms,  In  Your  Own  Style    

        Susan  Baroncini-­‐Moe,  CEO,  Business  in  Blue  Jeans   Web:  BusinessinBlueJeans.com  SusanBaroncini-­‐Moe.com   Twitter:  @suebmoe   Facebook:  Facebook.com/bizinbluejeans   E-­‐mail:  [email protected]   Phone:  (317)  489-­‐6561    

1   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

  7  Steps  to  Take  Your  Business  to  the  Top     On  Your  Own  Terms,  In  Your  Own  Style     Have   you   ever   bought   a   book   or   product   that   promised   one   or   two   easy   answers   to   business   success,  only  to  find   out  you   needed   a   lot   more  detail   to   succeed?   Ever   gone   to   a   live   event   thinking   you’d  learn  how  to  make  your  business  thrive  and  left  with  the  feeling  that  you  only  got  some  of  the   information,  but  would  need  far  more  to  truly  grow  your  business?  Have  you  ever  hired  a  coach  or   guru  who  gave  you  a  “one  size  fits  all”  solution,  but  then  you  discovered  that  their  “cookie  cutter”   approach  just  didn’t  work  for  you?   Hi,  I’m  Susan  Baroncini-­‐Moe,  founder  and  CEO  of  Business  in  Blue  Jeans.  I’ve  spent  the  last  decade   and   a   half   reading   (literally)   thousands   of   books   on   small   business,   marketing,   success,   and   personal  growth.  I’ve  attended  my  fair  share  of  live  events,  classes,  seminars,  and  workshops,  and   I’ve   talked   with   hundreds   of   coaches,   consultants,   and   self-­‐professed   gurus   to   find   out   what   they’re   offering  their  clients.     In  the  early  days  of  my  business,  I  spent  a  lot  of  time  searching  for  the  best  way  to  do  things.  As  I   read  business,  branding,  and  marketing  books,  I  always  wondered  what  was  in  between  the  lines.   What  was  I  missing?  I  always  felt  like  I  was  searching  for  the  elusive  truths  that  would  lead  me  to   success   and   show   me   the   path   to   growing   my   business   to   the   point   where   it   would   sustain   me   (and   the  lifestyle  I  wanted).   My   search   went   beyond   books.   For   years   I   searched   for   the   perfect   mentor,   hoping   I’d   find   an   honest  mentor  who  could  give  me  the  keys  to  unlock  the  mysteries  of  success.  But  again  and  again,  I   encountered  “big  names”  and  false  guides  who  wanted  to  get  me  into  their  “marketing  funnel”  so  I   could   keep   spending   more   and   more   money   without   ever   learning   the   big   success   secrets.   I   encountered   coaches   who   talked   a   big   game   but   couldn’t   even   deliver   their   own   success,   much   less   mine,   and   “consultants”   who   knew   less   than   I   did,   and   only   offered   basic,   out-­‐of-­‐date,   cookie-­‐cutter   approaches  to  business.     Finally,   out   of   abject   frustration,   I   opted   out   of   throwing   any   more   money   at   live   events   or   gurus   and  instead  decided  to  bring  the  real  experts  to  me.  I  hosted  a  yearlong  series  of  expert  interviews   and  I  invited  the  authors  of  the  business,  marketing,  branding,  and  success  books  I  liked  the  most   out  of  all  the  thousands  I’d  read,  the  folks  who  seemed  to  know  what  they  were  talking  about  and   who   offered   substance   rather   than   fluff   –   the   folks   who   seemed   to   have   actually   done   what   they   were  talking  about.   I  asked  them  all  the  questions  that  I  was  left  with  after  I  thoroughly  read  their  books.  I  went  well   beyond  the  books  and  events,  dove  underneath  the  surface,  and  asked  these  experts,  these  “mega-­‐ successful   entrepreneurs,”  the   hard   questions   about   success,  small   business,   and   entrepreneurship.   I  wanted  to  discover  those  elusive  truths!   2   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

I  talked  with  people  like  Jack  Canfield,  co-­‐creator  of  the   Chicken   Soup   for   the   Soul   series   and   author   of  The  Success  Principles,  about  personal  growth  and  what  it  really  takes  to  be  successful.  I  talked   with  Bob  Burg,  co-­‐author  of  The  Go-­‐Giver  and  Go-­‐Givers  Sell  More  about  value,  authenticity,  and  how   to   really   make   a   sale.   I   talked   with   Jay   Conrad   Levinson,   the   creator   of   Guerrilla   Marketing   and   author  and  co-­‐author  of  over  104  marketing  and  business  books,  about  marketing  and  how  to  really   get  results.  I  talked  with  Jack  Trout,  co-­‐author  of  Positioning,  Repositioning,  and  The  22  Immutable   Laws   of   Marketing,   and   considered   the   father   of   modern   branding,   about   positioning,   branding,   and   competition.   I   talked   with   Larry   Winget,   author   of   It’s   Called   Work   for   a   Reason,   and   asked   him   about  work  ethic,  integrity,  and  public  speaking.  I  talked  with  PR  experts,  health  experts,  personal   growth   experts,   coaches,   sales   gurus,   and   public   speaking   authorities.   I   talked   to   the   top   experts   whose  books,  in  my  opinion,  contained  the  most  wisdom  and  who  I  knew  to  be  truly  successful  in   their   fields,   and   I   recorded   all   of   the   interviews   (if   you   want   to   hear   them,   they’re   available   at   BusinessinBlueJeans.com,  listed  as  “Interviews  with  The  Masters  Recordings”).   It’s   an   impressive   lineup,   and   the   collective   wisdom   my   experts   and   mentors   shared   was   equally   impressive.     After   studying   the   interview   recordings,   I   curated   seven   lessons—concepts   that   every   business,   big   or  small,  new  or  established,  needed  to  master  in  order  to  achieve  mega-­‐success.  I  call  them  “The   Seven  Lessons  of  Mega-­‐Successful  Entrepreneurs,”  and  if  you  want  to  learn  more  about  them,  you’ll   find  them  at  my  personal  web  site,  SusanBaronciniMoe.com.     Once  I  developed  the  Seven  Lessons,  I  realized  they  needed  a  practical  companion,  a  way  to  take  the   philosophy   of   the   Seven   Lessons   of   Mega-­‐Successful   Entrepreneurs   and   transform   them   into   something  that  entrepreneurs  could  put  into  practice,  in  essence,  a  step-­‐by-­‐step  manual  for  creating   a  mega-­‐successful  business.  That’s  how  these  “7  Steps  to  Take  Your  Business  To  The  Top,  On  Your   Own  Terms,  In  Your  Own  Style”  were  born.   Each  of  the  Seven  Lessons  has  a  step,  and  each  of  the  Seven  Steps  can  be  put  into  practice  in  your   business,  no  matter  where  you  are  in  the  evolution  of  your  business  -­‐-­‐  whether  you’re  a  startup  or   well  into  the  growth  phase.   And   because   every   business   is   unique   and   I   know   from   all   my   years   of   experience   that   no   solution   is   “one   size   fits   all,”   I   created   these   steps   in   such   a   way   that   you   can   follow   all   Seven   Steps  and  still  maintain  your  own  style  and  achieve  mega-­‐success  on  your  own  terms.   Ultimately,  that’s  what  a  Business  in  Blue  Jeans  is  all  about:  creating  a  successful  business  that  you   can   run   working   in   your   own   style,   on   your   terms,   and   yes,   even   wearing   whatever   you   want.   (Whether  it’s  blue  jeans  or  a  suit!)   These  Seven  Steps  mirror  the  Seven  Lessons,  so  if  you  have  read  the  Seven  Lessons,  these  steps  will   feel  familiar  to  you.  What’s  different  is  that  the  Lessons  are  intended  to  form  a  basic  philosophy  of   doing  business,  while  the  Steps  are  action-­‐oriented  and  designed  to  give  you  a  clear  path  to  follow.    

3   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

In  fact,  I’ve  even  included  some  “Take  Action”  items  after  each  step.  My  clients  who  have  followed   these  steps  tell  me  this  is  what  gave  them  the  clarity  and  focus  they  needed  to  start  making  their   own  dreams  happen.  So  get  going!  Start  taking  the  steps  now  to  get  your  business  growing.    

 

4   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

Mega-­‐Success  Preparation  Step:     This   step,   which   isn’t   one   of   the   seven   but   is   actually   designed   to   be   a   preparation   for   all   of   the   others,   might   be   the   most   important   step   of   all.   After   I   developed   the   Seven   Lessons   of   Mega-­‐ Successful  Entrepreneurs,  I  started  using  them  to  help  my  clients.  And  before  long,  I  realized  that  in   fact,  there  was  a  “pre-­‐lesson,”  one  that  was  specific  to  micro-­‐entrepreneurs.   One   of   the   things   that   sets   working   with   micro-­‐entrepreneurs   apart   from   working   with   large,   corporate   clients,   is   that   often   my   clients   and   I   address   issues   of   mindset   and   emotional   baggage.   Sometimes   my   clients   come   to   me   because   they’ve   gotten   stuck   or   have   self-­‐sabotaged   their   success.     These   roadblocks   can   happen   for   a   variety   of   reasons.   Some   clients   get   stuck   in   small   thinking.   Some   clients   get   stuck   in   self-­‐worth   issues.   Some   clients   get   stuck   in   “I   can’t”   thought   processes.   And   some   clients   have   trouble   seeing   the   potential   greatness   within   (themselves   and   their   businesses).   So   the   first   step,   this   preparation   step,   is   linked   to   Mega-­‐Success   Lesson   #0,   what   I   call   Ground   Zero:  The  Lesson  of  You,  which  says  that  you  must  know  yourself  and  develop  your  mega-­‐success   mindset  and  your  mega-­‐success  brain  pattern  before  you  can  achieve  mega-­‐success.   So   how   do   you   develop   your   mega-­‐success   mindset   and   your   mega-­‐success   brain   pattern?   You’re   going   to   start   by   creating   a   journal   that   details   out   your   biggest,   coolest   dreams,   the   things   you   will   have   accomplished   at   your   highest   peak   of   mega-­‐success.   This   is   an   “Act   As   If”   exercise:   you’ll   close   your  eyes  and  imagine  you’re  actually  at  your  highest  peak  of  mega-­‐success,  at  a  point  where  you’re   achieving  everything  you’ve  always  thought  you  could.     Write   in   the   present   tense,   as   in   “I   have   received   a   Nobel   Peace   Prize   for   scientific   discovery.”   Don’t   worry   about   the   “how”   just   think   about   your   aims   and   your   dreams.   I   set   up   a   Collection   in   GoogleDocs,   with   a   separate   document   for   each   category.   This   allows   me   to   access   the   files   and   update  and  edit  from  anywhere  in  the  world,  just  using  my  smartphone.     The   second   thing   you’ll   do   is   create   a   document   where   you   list   out   your   lifetime   achievements.   I   personally  go  back  as  far  as  I  can  remember,  so  feel  free  to  include  that  spelling  bee  you  won  or  the   prize  you  won  in  nursery  school  for  “Best  Napper.”     These  two  initial  exercises  put  you  in  the  right  headspace  to  start  looking  at  any  issues  you  might   have   with   your  mega-­‐success   mindset   and   give   you   an   opportunity   to   see   these   issues   at   work.   For   example,   as   you   create   your   Journal   of   Mega-­‐Success,   do   you   notice   that   you’re   editing   yourself   and   your  dreams,  thinking,  “I  could  never  achieve  that!”  Or,  when  you  curate  your  lifetime  achievements   for   that   inventory,   do   you   hear   any   voices   in   your   head   that   minimize   your   achievements,   saying   things  like,  “Yeah,  I  won  that  prize,  but  anyone  could’ve  done  that.”   You  can  sabotage  your  business  mega-­‐success  pretty  fast  by  letting  old  voices  continue  to  dictate  in   your  present.  

5   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

So  how  do  you  make  those  old  voices  with  destructive  messages  go  away?  You  start  by  identifying   them,  and  then  you  create  counteracting  messages.  Any  time  you  hear  the  voice  in  your  head  saying   something  negative,  you  immediately  counteract  it  with  something  positive.     Let  me  give  you  an  example:  I  used  to  have  a  voice  in  my  head  that  said  if  I  wasn’t  up  at  6:00  AM,   working   by   8:00   AM,   and   finished   by   6:00   PM,   then   I   wasn’t   working   very   hard.   I   had   a   strong   message   in   my   head   that   I   was   lazy   if   I   wasn’t   working   when   other   people   are   working   at   their   standard,   40-­‐hour-­‐a-­‐week   jobs.   Even   if   I   ultimately   worked   more   than   40   hours   that   week,   if   I   wasn’t   working   when   other   people   were   working,   when   that   voice   in   my   head   said   I   was   “supposed”  to  be  working,  then  I  was  being  lazy.     This  issue  was  something  my  coach  identified  for  me,  because  I  was  always  too  close  to  it  to  see  it   myself.   She   helped   me   see   the   negative   message   -­‐-­‐   that   I   was   lazy   -­‐-­‐   and   then   gave   me   a   positive   re-­‐ interpretation   to   replace   that   negative   message:   that   I   was   being   really   hard   on   myself   for   being   different,   and   that   I   was,   in   fact,   more   productive   than   most   people,   but   I   just   happen   to   work   more   efficiently  and  effectively  when  I’m  operating  on  a  slightly  different  schedule.  Further,  I  do  a  lot  of   work  in  my  head,  long  before  I  ever  sit  down  at  a  computer,  so  that  when  I  sit  down  to  write,  the   content   just   flows,   because   I’ve   already   organized   it   in   my   head   in   advance   while   I’m   doing   something  else.     Replacing   negative   messages   with   positive   ones   can   take   some   time.   It’s   a   deceptively   simple   exercise,  but  it  requires  a  lot  of  practice.  It  took  me  a  couple  of  months  of  diligently  replacing  the   negative   thought   with   the   positive   one   for   the   positive   message   to   take   root   and   a   couple   more   months  for  it  to  become  habit.   This   thought   replacement   practice   is   the   beginning   of   creating   your   mega-­‐success   brain   pattern.   Other   ways   to   create   a   mega-­‐success   brain   pattern   include   regularly   stretching   and   trying   new   things   that   make   you   uncomfortable,   and   using   affirmations   and   meditation   to   literally   re-­‐train   your  brain.   As  you  re-­‐train  your  brain  to  create  your  mega-­‐success  brain  pattern,  you’ll  notice  your  enthusiasm   growing   and   your   creativity   expanding   without   limitations.   As   soon   as   you   feel   that   happening…   you’re  ready  to  move  into  the  Seven  Steps.   Take  Action:   • Create  your  own  Journal  of  Mega-­‐Success   • Develop  an  Inventory  of  Personal  Achievement   • Create  a  chart  of  negative  thoughts  and  their  positive  replacements  and  start  practicing.    

 

6   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

Mega-­‐Success  Step  #1:  Find  Your  Fervor   If  I  had  a  penny  for  every  time  I’ve  heard  phrases  like  “turn  your  passion  into  profits,”  “find  your   calling,”  and  “live  your  purpose,”  I’d  have  a  heck  of  a  lot  more  pennies  than  I  do  now.  So  why  does   everyone  talk  about  this  stuff  so  much?     I’m  not  sure.  Somewhere  along  the  line,  I  think  probably  someone  said,  “You’ve  got  to  be   passionate   about   what   you   do!”   and   someone   thought   that   was   a   good   idea…   and   someone   else   that   person   told  thought  it  was  a  good  idea,  and  so  on  until  it  spread.     A   lot   of   people   saying   something   doesn’t   actually   make   it   true.   And   that’s   the   case   here.   All   those   people  who  are  saying  you’ve  got  to  be  passionate  about  what  you  do?  Well,  they’ve  got  it  wrong.   Wait…  what?     Yep,  you  read  that  right.     Let’s  start  with  this  “passion”  thing.  “Passion”  is  a  word  that  has  been  overused  and  misunderstood.   Passion   is   a   word   that   refers   to   an   “uncontrollable”   emotion.   Wow.   Do   you   really   want   your   business  to  be  ruled  by  an  uncontrollable  emotion?  Heck,  no!  You  want  your  business  to  be  guided   with   sound   judgment   and   wisdom,   both   of   which   are   known   to   fly   the   coop   whenever   passion   is   invoked.   Instead  of  “passion”  you  should  aim  for  “fervor,”  which  the  dictionary  defines  as  “great  intensity  of   feeling  or  belief.”  Why  fervor?  Because  just  about  every  mega-­‐successful  person  I  know  is  intense  in   his  or  her  own  way.  Intense,  but  not  uncontrolled.  In  fact,  people  who  are  mega-­‐successful  tend  to   be  quite  methodical  and  thoughtful  about  their  decisions  in  business.  They  still  love  what  they  do,   intensely,   in   fact,   but   they’re   not   so   in   love   with   what   they   do   that   it’s   out   of   control.   See   the   difference?     So   have   passion   for   your   family.   Have   passion   for   your   spouse   and   your   children.   Be   passionate   about  the  things  you  want  to  make  possible,  about  your  health,  your  happiness…  your  life.  But  when   it   comes   to   business,   look   for   what   you’re   most   fervent   about   and   be   fervent   about   your   business   success.   Fervor   keeps   you   motivated   and   excited   about   what   you’re   doing.   In   fact,   if   you’ve   found   your   fervor   you   can   toss   out   your   motivational   books   and   inspirational   quotes.   You   won’t   need   them   anymore.   Fervor   is   enough   to   light   you   up   like   a   Christmas   Tree   and   get   you   bubbling   over   with   excitement  every  day.   Next,   let’s   look   at   discovering   your   “calling,”   your   “mission,”   or   your   “life’s   purpose.”   When   I   first   heard  someone  say  I  should  “live  my  purpose,”  I  was  filled  with  dread.  I  didn’t  have  the  first  idea   about  my  purpose  –  still  don’t,  for  that  matter.  The  closest  I  can  get  to  my  “calling”  is  that  I  know  I’m   meant  to  teach  and  I  know  I’m  meant  to  write.     Now,  my  husband  knows  exactly  what  he’s  meant  to  do.  Leo  is  a  drummer  and  that  man  has  rhythm   running  through  his  veins.  He’s  a  musician  to  the  core  and  has  been  for  as  long  as  he  can  remember.   Music  is  his  calling.     7   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

But   not   everyone   knows   their   calling.   Sure,   sometimes   people   figure   it   out   early   on,   like   Leo   did.   Sometimes  it  takes  longer,  like  me.  That’s  okay.  Again,  fervor  is  enough.  You  don’t  have  to  discover   the  thing  you  were  put  on  this  Earth  to  do.  So  instead  of  trying  to  decipher  whatever  grand  plan  the   Universe  has  in  store  for  you,  find  your  fervor.   Of   course,   fervor   isn’t   enough   to   make   a   living.   Your   fervor   doesn’t   make   things   happen   miraculously,   without   you   putting   in   effort.   But   there’s   magic   in   knowing   what’s   at   the   core   of   your   soul  and  what  gives  you  that  “Christmas  Tree”  feeling,  that  spark,  that  zing.  When  you’re  operating   out  of  your  fervor,  the  path  ahead  becomes  clear  and  you’ll  do  anything  to  make  it  happen.   Your   business   must   come   out   of   the   deepest   part   of   your  soul,  that’s  true.  But  if  that’s   all   you   do,   you’ll  get  stuck  very  quickly.   That’s  why  knowing  what’s  in  your  soul  and  finding  your  fervor  is  only  the  first  step.  You  need  all   seven  to  form  the  building  blocks  of  real  success.     Take  Action:   • What’s  your  fervor?   • Are  you  most  fervent  about  something  you  want  to  do  or  something  you  want  to  make   possible?    

 

8   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

Mega-­‐Success  Step  #2:  Define  Your  Expertise   I   once   attended   a   conference   for   entrepreneurs   and   heard   a   speaker   say   that   you   don’t   have   to   actually  be  an  expert  to  position  yourself  as  an  expert.  What  a  load  of  hooey!   I  mean,  yes,  it  is,  in  fact,  possible  to  position  anyone  as  an  expert,  even  someone  who  doesn’t  know   anything.   However,   my   problem   with   telling   people   that   is   that   if   you   position   yourself   as   an   expert   and  you  don’t  have  the  chops  to  back  it  up,  two  things  will  happen.     First,  you’ll  feel  crummy.  You’ll  feel  like  a  fraud  and  you’ll  be  scared  that  people  will  find  out  that   you  can’t  deliver.  Second,  your  fears  will  be  borne  out:  people  will  find  out.     If  you  put  yourself  out  there  as  having  certain  skills  or  experience  that  you  don’t  have  and  people   hire  you  because  they  believe  your  hype,  what  do  you  think  will  happen  when  you  can’t  meet  their   expectations?   That’s   why   Mega-­‐Success   Step   #2,   “Define   Your   Expertise,”   is   about   honesty,   authenticity,   and   integrity.  Only  promise  to  do  what  you  can  do  with  consistency  and  excellence.     I  know  a  few  of  you  are  thinking,  “Heck,  I’m  not  good  at  anything,”  and  to  that  I  laugh  heartily  and   say,  “Poppycock!”  (Mostly  because  I  promised  myself  I  wouldn’t  swear  anymore)     I   believe   that   we’re   all   good   at   something,   every   single   one   of   us.   In   fact,   I’ve   never   encountered   someone   who   wasn’t   good   at   something.   I’ve   encountered   a   lot   of   people   who   believe   they’re   not   good  at  anything,  but  I’ve  always  discovered  that  they’re  wrong.     We’re   all   good   at   something.   And   the   sweet   spot   of   your   business   is   at   the   cross-­‐section   between  your  fervor  and  your  true  expertise.     That’s   why   I   focus   on   business   modeling,   branding   and   customer   retention,   because   that   focus   allows   me   to   help   those   people   who   have   soul-­‐deep   dreams   to   be   mega-­‐successful   while   taking   full   advantage  of  my  areas  of  greatest  experience  and  expertise.     Once   you   discover   what’s   in   that   sweet   spot   between   what   you’re   most   fervent   about   and   what   you’re  good  at,  it’s  time  to  start  moving  your  skills  from  “good”  to  “excellent.”  Reading,  continuing   education,  taking  classes,  working  with  coaches…  you  must  be  a  constant  work  in  progress,  which,   if  you’re  truly  operating  from  your  soul,  probably  will  be  fun,  most  of  the  time.     That’s   also   why   even   the   best   coaches   use   coaches,   why   even   the   most   savvy   entrepreneurs   have   advisers,   why   mega-­‐successful   people   continue   to   read,   study   and   learn   from   other   experts   in   their   fields   rather   than   look   at   everyone   else   as   the   “competition.”   They’re   fully   aware   that   that   their   success   depends   on   their   ability   to   learn   and   collaborate   as   much   as   it   does   their   ability   to   compete   and  differentiate.     Don’t   worry   if   you   can’t   promise   your   customers   or   clients   the   world.   They   might   not   need   “the   world”  and  they  might  be  really  pleased  with  a  bigger  piece  of  it  than  they  now  have.    

9   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

I’ve  seen  deeply  fervent  personal  trainers  build  successful  careers  on  helping  clients  who  want  to   lose   just   a   few   pounds,   rather   than   promising   to   help   them   lose   100.   I’ve   seen   business   coaches   build  a  strong  foundation  for  their  future  by  helping  their  clients  make  an  additional  few  hundred   dollars  a  month,  rather  than  offering  to  help  them  make  millions.     You   don’t   have   to   deliver   massive   results   to   have   true   expertise.   You   just   have   to   deliver   the   results   that  you  can  offer  with  consistency  and  with  excellence.     Loving   what   you   do   and   having   true   expertise   aren’t   nearly   enough   to   get   you   to   the   heights   of   success,  though,  which  brings  us  to  Step  #3.   Take  Action:   • What  are  you  really  good  at?   • What  do  you  know  a  lot  about?   • Where  is  the  bulk  of  your  experience?   Now  compare  your  “Take  Action”  lists  from  Step  #1  and  Step  #2  and  see  if  there  are  any  recurring   themes  or  commonalities:   If   you   don’t   see   any   commonalities,   it’s   most   likely   because   you’re   fervent   about   something   you   want  to  make  possible.  So  now  the  question  is,  are  there  things  you’re  also  fervent  about  doing,  or   that  you  could  be  fervent  about  doing  because  they  will  lead  you  to  your  ultimate  outcomes?   Also,  remember-­‐  you’re  not  building  a  business  on  just  the  stuff  you’re  good  at.  You’re  building  your   business  at  the  nexus  -­‐-­‐  that  “sweet  spot”  of  fervor  and  expertise.      

 

10   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

Mega-­‐Success  Step  #3:  Package  Your  Sweet  Spot   You  can  be  completely  in  love  with  what  you  do  and  be  great  at  it,  but  if  the  way  your  business  is   packaged   doesn’t   project   your   awesomeness   to   the   world,   your   business   is   likely   to   fail.   That’s   why   the  third  step  is  all  about  packaging,  or  branding.   Years  ago,  when  I  started  my  first  business  consulting  firm,  I  didn’t  yet  understand  the  importance   of  branding,  and  I  named  my  new  company  “The  Small  Business  Corporation.”     When  I  launched  that  business,  I  was  doing  what  I  loved.  I  had  “mad  skillz”  and  loads  of  experience.   However,   I   didn’t   attract   enough   of   the   kinds   of   people   I   wanted   to   work   with.   I   got   a   lot   of   calls   from   manufacturing   plants   and   larger   businesses,   but   not   enough   calls   from   the   smaller   entrepreneurs  who  needed  help  with  practical  details.     It  didn’t  take  long  for  me  to  realize  that  the  packaging  for  my  business  was  all  wrong.  The  packaging   around   The   Small   Business   Corporation   said,   “We’re   a   big   company,   we’re   pretty   stuffy,   we   wear   uncomfortable  suits  and  ties,  and  we’re  very  serious  about  business,  so  don’t  come  here  and  try  to   joke   around   or   jibber-­‐jabber   about   any   of   that   New   Age   personal   growth   nonsense.   This   is   old   school,   nuts   and   bolts   business.”   Of   course   that   concept   drew   exactly   the   opposite   of   the   kind   of   clients  I  wanted.   Once   I   realized   how   important   packaging,   or   branding,   was,   I   started   studying.   I   read   every   branding   book   I   could   get   my   hands   on   and   e-­‐mailed   the   authors   with   my   questions.   I   studied   intensely  at  the  feet  of  the  masters  of  branding  so  that  I  could  learn  as  much  as  possible  about  this   subject  that  I  had  previously  ignored  (Step  #2  in  action!)   Then  I  created  a  brand  that  truly  represented  the  way  I  did  business  and  what  my  true  fervor  was,   and  Business  in  Blue  Jeans  was  born.   You  can  do  what  you  love  and  be  extraordinary,  even  the  best,  at  what  you  do,  but  if  your  business   isn’t   packaged   well,   if   your   brand   doesn’t   truly   reflect   your   unique   brilliance   and   your   soul,   then   your   ideal   clients   won’t   find   you,   and   your   business   ultimately   will   flat-­‐line   or   worse,   fail.   Branding   is  a  crucial  part  of  the  mega-­‐success  puzzle.   The  tricky  part  about  branding  is  that  it’s  so  much  more  complex  than  just  the  visual  packaging  of   your   business.   Branding   is   so   much   more   than   your   business   name   or   your   logo.   Imagine   that   a   company  is  a  person  you  know.  When  you  describe  the  person  to  someone  else,  you  mention  their   name   (business   name),   their   appearance   (logo,   web   site,   marketing   collateral   like   brochures   and   flyers),  what  they’re  like  (the  experiential  aspects  of  interacting  with  the  business),  and  what  they   know   about   (what   the   business   is   known   for).   Branding   is   the   fusion   of   all   of   those   things:   the   experience  of  interacting  with  the  business,  what  the  business  is  known  for  and  the  visual  aspects   of  the  company.     If  any  of  these  things  doesn’t  line  up  with  the  others  (say,  the  name  doesn’t  jive  with  the  experience   or   what   the   business   is   known   for,   the   way   that   “The   Small   Business   Corporation”   didn’t   align   with  

11   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

the  clients  I  wanted  or  the  way  I  wanted  to  serve  them),  or  if  the  overall  branding  doesn’t  showcase   your  unique  awesomeness,  then  ultimately,  the  business  will  fail.   We’re  only  halfway  through  the  steps,  though,  and  all  work  together  in  harmony.    As  I  mentioned,   mastering  one  or  two  will  give  you  some  success,  but  mega-­‐success  requires  all  seven.  For  instance,   you   can   do   what   you   love,   have   true   expertise   in   what   you   love   to   do,   you   can   package   it   so   that   your  unique  brilliance  shows  through  -­‐-­‐  but  if  your  marketing  strategies  don’t  match  up  with  your   packaging,  you’ll  still  struggle  to  achieve  mega-­‐success.  So  let’s  move  on  to  Step  #4.   Take  Action:   • Is  it  clear  what  you  do,  or  do  people  get  confused?     • Can  you  explain  what  you  do  in  brief?   • Do  you  stand  out?  Is  your  brand  memorable?   The  answers  to  these  questions  should  give  you  a  good  sense  of  where  to  put  your  attention.  For   example,  if  it’s  not  clear  what  you  do  how  can  you  make  it  clearer?  Is  there  a  reason  why  it’s  hard  to   explain?   (Note:   usually   if   you   can’t   easily   explain   what   you   do   in   a   couple   of   short   sentences,   it’s   because  you  yourself  need  some  clarity.)    

 

12   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

Mega-­‐Success  Step  #4:  Become  a  Lodestone   I   love   rocks   of   all   kinds.   I   keep   a   large   collection   of   geodes   and   minerals   in   display   cases   in   my   home,  and  as  a  result,  my  friends  often  bring  me  rocks  from  their  travels,  and  sometimes  they  also   give  me  magnets,  because  many  of  us  “rockhounds”  also  share  an  affinity  for  magnets.   Have  you  ever  played  with  magnets?  It’s  pretty  fun.  When  you  get  the  poles  of  the  magnets  facing   the  wrong  way,  the  magnets  repel  one  another.  When  you  get  the  poles  right,  the  magnets  attract   one   another.   With   your   average   magnets,   the   repelling/attracting   only   works   with   other   magnets   that  are  close  by.  Most  magnets  aren’t  strong  enough  to  really  draw  in  much  more  than  whatever  is   within  a  few  inches.   Likewise,  if  you  get  your  marketing  message  wrong,  you’ll  repel  the  people  you  really  want  to  work   with.  And  in  many  cases,  if  you  get  your  marketing  message  right,  you’ll  draw  in  the  people  who  you   do  want  to  work  with,  but  still  only  the  ones  who  are  nearby.   Now…  have  you  ever  played  with  a  really  strong  magnet?  A  friend  once  brought  me  a  pair  of  oval-­‐ shaped  lodestones  that  were  really  strong  magnets.  When  I  played  around  with  them  I  discovered   that  when  I  used  the  lodestones  to  attract  other  magnets,  it  didn’t  matter  which  way  the  magnets   were  turned.  The  lodestones  were  so  strong  that  they  turned  the  magnets  so  that  their  poles  were   facing  the  right  way  and  drew  them  all  in,  as  well  as  anything  metallic  anywhere  in  the  vicinity-­‐  and   from  much,  much  farther  away  than  any  regular  magnet  could.   Can  you  imagine  what  your  business  would  look  like  if  your  marketing  strategies  worked  like  those   lodestones?  That’s  what  Step  #4  is  all  about.   It   starts   with   knowing   who   you   serve.   Who   you   serve   is   intrinsically   connected   to   what   you   discovered  in  your  soul  (from  Step  #1).    When  you  know  what  lights  your  fire,  it’s  not  hard  to  figure   out  who  lights  your  fire  and  who  you  are  absolutely,  totally,  super-­‐excited  about  working  with.   Once  again,  we’re  looking  for  the  sweet  spot  that’s  located  where  the  kinds  of  people  who  you   get  really  jazzed  about  working  with  overlaps  with  the  kinds  of  people  who  want  what  you   offer.   I’ve   talked   with   thousands   of   entrepreneurs   over   the   years,   and   one   of   the   consistencies   among   those  who  are  struggling  is  that  they  haven’t  gotten  really  clear  on  who  they  serve.     One  clue  to  look  for  when  you’re  asking  if  you’re  clear  on  who  you  serve  is  if  you  start  your  “target   market   definition”   with   the   words,   “My   target   market   is   anyone   who….”   then   you’re   still   pretty   unclear   about   who   your   audience   is.   Your   target   market   is   never   “anyone   who”   anything.   You   should   always   know   the   gender,   age,   and   specific   demographics,   psychographics,   and   technographics   of   the   people   you   want   to   work   with.   (If   that   read   like   a   Latin   dictionary   to   you,   contact  me.  I’ll  be  happy  to  translate.)   When   you’re   armed   with   that   knowledge,   you   can   craft   a   marketing   plan   designed   to   reach   your   audience  in  specific,  relevant  media,  and  offer  them  value.  The  value  is  the  second  part  of  Step  #4.     13   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

Value  turns  your  business  from  “average  magnet”  into  “lodestone.”   Many   people   know   that   I’ve   designed   much   of   the   way   I   do   business   on   the   principles   of   The   Go-­‐ Giver,   co-­‐authored   by   Bob   Burg   and   John   David   Mann.   The   Go-­‐Giver   is   a   brilliant   set   of   principles   upon   which   successful   businesses   are   built   (this   is   one   of   those   books   that   should   be   in   every   entrepreneur’s   success   library).   The   first   “Go-­‐Giver”   principle   is   The   Law   of   Value,   which   says,   “Your  true  worth  is  determined  by  how  much  more  you  give  in  value  than  you  take  in  payment.”     How   do   I   determine   whether   what   I’m   giving   in   value   exceeds   what   I’m   accepting   in   payment?   I   start  by  asking  myself  what  I’m  taking  in  payment.  My  e-­‐zine  is  free,  but  my  subscribers  give  their   time,  energy,  and  attention.  So  whatever  I  send  them  has  to  be  worth  more  than  the  amount  of  time,   energy,  and  attention  they  give  when  they  read  the  e-­‐zine.  And  the  value  is  determined  by  them.     This,   as   Bob   and   John   explain,   is   where   that   old   “Golden   Rule”   ideology   shifts.   Instead   of   “treat   others  as  you  would  like  to  be  treated,”  now  you  have  to  think  in  terms  of,  “treat  others  as  they  wish   to  be  treated.”  Discovering   what   your   ideal   clients   and   customers   value   and   consistently   delivering   more  of  what  they  value  than  you  take  in  payment  is  the  avenue  to  becoming  a  lodestone.   I’ll   bet   you   know   what’s   coming   next.   I   keep   reminding   you   that   the   seven   steps   can’t   work   in   isolation   from   one   another.   Have   you   ever   tried   to   make   chocolate   chip   cookies   without   the   chocolate   chips?   How   about   making   them   without   the   sugar?   It   doesn’t   work,   right?   Well,   these   steps  are  exactly  like  that.  You  need  all  seven  of  them  to  end  up  with  something  really  fantastic.  (We   can  all  agree  that  a  warm  chocolate  chip  cookie  is  fantastic,  right?)     Take  Action:   • Find  the  value  by  asking  and  listening  to  your  target  market.  What  is  the  value  your  clients   want  most?    

 

14   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

Mega-­‐Success  Step  #5:  Serve  Impeccably   Mega-­‐Success   Step   #5,   “Serve   Impeccably”,   says   that   you   must   deliver   your   product   or   service   to   your  clients  and  customers  with  phenomenal  service  that  really  blows  them  out  of  the  water.  Danny   Meyer,   restaurateur   extraordinaire   and   author   of   Setting   the   Table   calls   this   “legendary   service”   -­‐   literally,  service  that  is  so  amazing,  it  becomes  the  stuff  of  legend.   What  is  phenomenal,  “legendary”  service?  It’s  service  that  anticipates  your  customers’  and  clients’   needs   before   they   even   know   they   have   them.   It’s   service   that   goes   above   and   beyond   the   call   of   normal  duty.  It’s  over-­‐delivering  on  what  you’ve  promised,  and  doing  it  with  graciousness.   A   year   ago,   my   husband   and   I   stayed   in   the   Elysian   Hotel   in   downtown   Chicago.   Hands   down,   Elysian  delivered  the  most  incredible  service  I’ve  ever  experienced  from  any  business.  Though  Leo   and   I   had   never   stayed   there   before,   every   member   of   the   hotel   staff   knew   and   remembered   our   names  from  the  moment  we  checked  in,  and  they  even  introduced  themselves  to  us.  The  morning   after   the   concierge   recommended   a   restaurant   to   us,   he   made   a   point   of   stopping   us   in   the   lobby   to   ask  if  we  enjoyed  the  restaurant.   Our  room  was  absolutely  perfect,  down  to  every  single,  minute  detail.  We  went  out  in  the  afternoon   and  returned  to  find  our  fireplace  lit  and  robes  and  correctly-­‐sized  slippers  laid  out  for  both  of  us.     One   night   when   Leo   and   I   decided   to   go   to   Giordano’s   for   pizza,   the   hotel   had   a   BMW   and   driver   that   took   us   there,   but   when   we   arrived   there   was   a   huge   line   outside   the   restaurant.   The   driver   said,  “I  know  of  another  Giordano’s  that’s  nearby  and  they  won’t  have  a  line.  Would  you  like  to  go   there  instead?”     In  the  car,  Leo  and  I  talked  about  how  much  we  loved  the  hotel,  and  I  noticed  that  at  stop  lights,  the   driver   would   make   notes  on  a   small  notepad.  Finally,  I   was  too  curious.  I   asked   him   what   he   was   writing.   The   driver   apologized   and   explained   that   while   he   tried   not   to   eavesdrop   on   the   conversations  that  hotel  guests  had,  whenever  he  heard  feedback  about  the  hotel,  good  or  bad,  he   took  notes  so  he  could  share  them  with  the  hotel  manager.   I   mean,   can   you   imagine   delivering   that   kind   of   service?   Can   you   imagine   receiving   that   kind   of   service?   It’s   exactly   that   level   of   exceptional,   remarkable   care   and   attention   to   detail   that   makes   your  business  memorable  and  ultimately,  lasting.   Want  another  great  example  of  this?  Take  a  close  look  at  Tony  Hsieh  and  Zappos.  Their  first  core   principle?   “Deliver   WOW   Through   Service."   As   the   company   defines   it:   "To   WOW,   you   must   differentiate   yourself,   which   means   doing   something   a   little   unconventional   and   innovative.   You   must  do  something  that's  above  and  beyond  what's  expected.  And  whatever  you  do  must  have  an   emotional  impact  on  the  receiver.  We  are  not  an  average  company,  our  service  is  not  average,  and   we  don't  want  our  people  to  be  average."   Wow,  indeed.  

15   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

While   it   is   true   that   businesses   can   achieve   some   measure   of   success   without   that   kind   of   dedication   to   service,   without   truly   incorporating   Step   #5   you   can’t   move   into   mega-­‐success   in   today’s  marketplace.     In   our   super-­‐connected   world,   reviews   of   almost   every   business   are   a   click   away.   Amazon,   Yelp,   Angie’s   List,   TripAdvisor,   and   hundreds   of   other   web   sites   like   these   provide   customers   the   opportunity  to  research  and  review  millions  of  products,  services,  and  businesses  with  the  click  of  a   few   buttons.   Poor   service,   average   service,   no   service,   legendary   service…   it’s   all   documented   in   these   sites.   A   highly-­‐visible   trend   of   poor   service   reviews   can   doom   your   business   to   the   fate   of   being  temporary.   Service  is  also  an  intrinsic  part  of  your  brand,  which  is  why  I  include  customer  retention  strategies   in   my   client   offerings.     You   see,   service   goes   far   beyond   just   getting   great   reviews.   In   today’s   economy,   companies   vie   for   business,   often   competing   on   price.   You   can   step   completely   outside   of   that   game   by   delivering   service   that   goes   well   beyond   your   customers’   and   clients’   expectations.   The   service   you   deliver   becomes   one   more   differentiating   factor   that   sets   you   apart   from   anyone   else  in  your  industry  -­‐-­‐  which  means  that  this  step,  “Serve  Impeccably,”  works  in  harmony  with  Step   #3,  “Package  Your  Sweet  Spot.”   Additionally,  Step  #4,  “Become  a  Lodestone,”  and  Step  #5,  “Serve  Impeccably,”  work  synergistically.   When   you   deliver   your   products   or   services   with   impeccable   service,   you’re   delivering   additional   value   to   your   clientele,   making   your   business   even   more   magnetic   and   transforming   your   customers  and  clients  into  enthusiastic  ambassadors  for  your  brand.     Take  Action:   • From  start  to  finish,  where  are  your  points  of  contact  with  your  customers  and  clients?   • Now  anticipate  your  clients’  and  customers’  needs.  How  can  you  make  each  point  of  contact   memorable?    

 

16   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

Mega-­‐Success  Step  #6:  Forge  Connections   Mega-­‐Success  Step  #6  is  about  forging  specific,  strategic  relationships  with  people  you  want  to  do   business  with  and  want  to  connect  with  on  different  levels.  There  are  two  key  kinds  of  relationships   that  every  business  needs  to  achieve  mega-­‐success:  mastermind  and  network.     The   first   key   connection   is   mastermind   connections.   Your   mastermind   is   a   group   comprised   of   relationships  with  carefully-­‐chosen  people  who  share  specific,  similar  goals  with  you,  and  who  have   your  best  interests  at  heart.  Likewise,  you  keep  their  best  interests  at  heart,  and  together  form  what   my  coach  calls  a  “fellowship.”   I’ve  read  Napoleon  Hill’s  Think  and  Grow  Rich  several  times.  I  actually  understood  the  concept  of  a   mastermind   logically   and   intellectually,   long   before   I   “got   it   in   my   gut.”   Napoleon   Hill   defined   a   mastermind   as   “coordination   of   knowledge   and   effort,   in   a   spirit   of   harmony,   between   two   or   more   people,  for  the  attainment  of  a  definite  purpose.”  Hill  talked  about  the  economic  benefits  that  arise   when   a   mastermind   coordinates   toward   a   particular   purpose,   and   in   his   explanation   of   how   that   worked,  he  really  was  focusing  on  industry-­‐specific  goals,  like  furthering  the  steel  industry.     Today,   I   suppose   one   could   form   an   industry-­‐specific   mastermind   (and   I’d   say   I’ve   seen   evidence   of   that  in  my  own  industry,  but  not  necessarily  for  the  betterment  of  the  industry),  but  the  formation   of   masterminds   toward   a   common   goal   regardless   of   industry   is   a   more   useful   tool   for   the   individual  business  owner.     For  example,  my  coach  formed  her  mastermind  around  the  goal  of  content  creation.  Each  member   was   creating   content   in   some   form   or   another,   and   together   they   encourage   and   support   one   another   toward   that   goal.   This   really   gets   at   what   Hill   talked   about   as   the   second   benefit   of   masterminds,   the   “psychic”   benefit,   about   which   he   said,   “No   two   minds   ever   come   together   without,  thereby,  creating  a  third,  invisible,  intangible  force  which  may  be  likened  to  a  third  mind.”     What’s  really  cool  about  masterminds  is  the  mindshare  that  happens  in  that  space.  And  it’s  not  just   about  inspiration  and  creating  better  content,  either.  Hill  quoted  Henry  Ford  as  saying  that  we  “take   on   the   nature   and   the   habits   and   the   power   of   thought   of   those   with   whom     [we]   associate   in   a   spirit  of  sympathy  and  harmony.”  So  as  you  connect  with  and  interact  with  people  who  are  driven   entrepreneurs   operating   out   of   their   fervor   and   soul,   who   have   solid   work   habits   and   are   highly   productive,   you’re   likely   to   find   it   easier   to   reach   your   own   soul   and   fervor   and   develop   similar   productivity  to  those  you  spend  time  with.   The   second   key   connection   is   the   networking   connection.     These   are   the   relationships   you   form   with   what   my   coach   calls   your   “outer   fellowship,”   the   people   you   connect   with   in   the   world   who   may   not   be   in   your   mastermind,   but   who   are   people   you   may   want   to   do   business   with   in   some   fashion.   I   have   to   tell   you   that   I   spent   a   great   deal   of   time   thinking   that   networking   was   a   horrible   evil   of   doing  business.  Even  though  I  read  Bob  Burg’s  classic,  Endless  Referrals,  I  truly  hated  networking.   Every  time  I  went  to  a  networking  function  in  town,  I  felt  frustrated  by  the  lack  of  true,  authentic   connections.   And   I   tried   a   lot   of   different   networking   groups.   I   tried   BNI,   Rainmakers,   small   17   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

networking   groups,   bartering   networks…   I   tried   it   all.   But   it   seemed   like   every   time   I   went   to   a   networking  function,  there  was  so  much  pitching,  posturing,  and  shoving  cards  in  my  face,  and  so   little   “getting   to   know   you.”   As   a   result,   I   felt   really   uncomfortable,   to   the   point   that   I   felt   nauseated   every  time  I  was  about  to  go  to  another  networking  meeting.   Finally,   I   just   stopped   going   to   any   networking   groups   at   all.   I   networked   online   via   social   media   and  most  of  my  clients  came  from  other  cities,  even  other  countries.   But  I  still  wasn’t  satisfied.  I  still  felt  somewhat  alone.  I  craved  connection.  I  liked  the  idea  of  being   able  to  do  local  events  and  have  a  group  of  people  to  invite.  I  wanted  to  bring  my  coach  and  others   to   Indianapolis   so   I   could   share   them   with   “my   people.”   But   I   didn’t   have   “my   people”   because   I   wasn’t  networking.  I  needed  people.     Then  one  day,  I  was  having  a  conversation  with  a  friend  and  I  was  sharing  with  her  my  frustration   about  networking.  She  suggested  that,  instead  of  trying  to  fit  into  the  existing  networking  groups,  I   might  create  my  own.  I  realized  that  she  was  right.  If  I  created  my  own  group,  not  only  could  I  find   the  most  interesting,  authentic  people,  but  I  could  structure  the  group  (or  not  structure  the  group)   any  way  that  I  wanted.  I  had  wondered  if  maybe  there  were  other  authentic,  interesting  people  in   my  community,  but  maybe  they  were  staying  home  and  avoiding  the  networking  groups  like  I  was   because  maybe  they,  too,  found  them  kind  of  uncomfortable!  My  people  were  out  there,  after  all.   Maybe  you’re  like  I  was  and  the  “pitch  and  posture”  style  of  networking  makes  you  uncomfortable,   too.  If  you  are,  just  know  that  you  don’t  have  to  fit  into  that  style  -­‐-­‐  you  can  create  your  own  group   in  your  own  style.     Maybe   you’re   completely   different   from   me   and   you   love   networking   and   your   group   has   served   you  well.  Kudos  to  you!!!   Take  Action:   • List  the  people  or  groups  you  want  to  build  connections  with  (your  Network).   • What  are  some  ways  for  you  to  build  these  Networking  connections?   • Now  list  the  people  you  want  to  forge  close  connections  with  (Masterminding).   • What  are  some  ways  for  you  to  build  a  Mastermind  of  people  with  a  shared  interest  or  goal,   who  will  be  looking  out  for  your  best  interests  (as  you  will  theirs)?    

 

18   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

Mega-­‐Success  Step  #7:  Create  a  Support  Structure   You  can  achieve  mastery  of  all  six  of  the  other  steps  and  have  a  fairly  successful  business.  I’m  sure   there   are   lots   of   people   who   would   be   really   happy   with   a   business   that   provides   for   their   basic   needs.   However,   if   you’re   one   of   those   big   dreamers,   if   you’re   one   of   the   people   with   high   aspirations  and  a  grandiose  vision  about  your  awesome  potential…  well,  pretty  much,  if  you’re  like   me  and  you  know  you  were  meant  for  something  more,  something  bigger,  something  awesome,  then   Step  #7  is  the  step  that  will  get  you  from  “good  enough”  to  mega-­‐successful.     You  still  need  all  of  the  other  steps,  but  the  seventh  step  is  the  lynchpin  that  holds  all  of  the  other   steps   together   and   really   makes   for   powerful,   extraordinary   success.   Without   a   true   understanding   of   how   to   create   a   support   structure,   you   simply   cannot   achieve   mega-­‐success.   I   can’t   state   it   strongly  enough.   Mega-­‐Success   Step   #7   factors   in   two   different   types   of   support:   administrative   and   advisory.   You   need  both  to  get  where  you  want  to  go.   The  first  type  of  support  is  administrative.  Administrative  support  is  made  up  of  the  professionals   to   whom   you   can   delegate   tasks   that   you   either   don’t   enjoy   doing   or   aren’t   very   good   at   doing.   These  are  the  relationships  you  have  with  employees,  freelancers,  contractors,  and  assistants.   For   example,   I   do   not   have   an   affinity   for   graphic   design.   I   know   good   design   when   I   see   it,   and   I   know  bad  design  when  I  see  it.  But  creating  cool  graphic  design  from  scratch?  Not  in  my  personal   bailiwick.   That’s   why,   whenever   I   need   a   graphic   designer,   I   go   into   my   database   of   service   professionals  and  find  the  right  person  for  whatever  job  I  need  to  have  done.   On   the   other   hand,   I’m   great   at   developing   web   sites.   I   taught   web   design   and   development   at   a   Big   Ten   university,   and   I’ve   been   doing   this   stuff   since   the   web   was   considered   “new.”   Still,   I   don’t   always   have   time   to   make   big   changes   to   my   own   site,   and   I   definitely   don’t   want   to   be   a   web   designer  for  my  clients,  so  I  have  someone  who  handles  things  like  that  for  me.     I  hire  people  to  help  me  with  things  that  I  a)  don’t  have  time  to  do,  b)  don’t  do  very  well,  or  c)  don’t   like  to  do.  I  recommend  that  businesses  start  by  hiring  people  to  handle  things  they  don’t  do  well   and  don’t  have  time  to  do  first.  Then  later,  as  the  business  grows,  hire  people  to  do  the  things  you   don’t  like  to  do.     Hiring  help  strategically  saves  you  time  and  energy  so  you  can  focus  your  attention  and  efforts  on   what   you   really   love   to   do   and   what   you   will   be   paid   most   handsomely   for   doing.   Plus,   even   though   you’ll   spend   money   to   hire   people,   you’ll   most   likely   find   that   you   actually   save   yourself   money,   because  they’ll  be  professionals  who  do  the  same  task  you’d  try  to  learn  how  to  do,  but  in  a  fraction   of  the  time  it  would  take  you  to  do  it.  If  you’re,  say,  working  with  clients  or  customers  while  your   administrative  team  is  handling  their  tasks,  then  you  can  still  be  profitable  and  you  won’t  spend  a   single  day  doing  something  like,  oh,  I  don’t  know,  learning  how  to  write  HTML  or  use  Photoshop.     So   many   clients   have   come   to   me   over   the   years   with   stories   like,   “I   spent   about   three   weeks   trying   to  learn  how  to  make  my  own  web  site  before  realizing  I  needed  help,”  or  “I  designed  my  own  logo.”   19   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

And  I  totally  get  it.  I  get  being  in  a  place  where  you  think  you  can  save  money  by  doing  everything   yourself,  but  the  results  most  people  get  from  creating  their  own  web  site  are  often  (and  usually)   fairly  disastrous.     If   you’re   in   business   and   you   want   to   be   successful,   especially   if   you   want   to   be   mega-­‐successful,   then   you   need   your   brand   to   visually   reflect   your   aspirations.   That   means   having   a   professional   logo   and   a   professional   web   site   created   for   you.   Remember,   the   third   step,   “Package   Your   Sweet   Spot,”  says  that  you  must  package  your  business  to  showcase  your  unique  brilliance  to  the  world.   To  do  that,  you  need  help,  and  that’s  what  administrative  support  is  all  about.     Do  make  sure  to  hire  your  administrative  support   carefully.  If  you  don’t  have  a  reliable  resource  for   finding   help,   make   sure   you   check   references   and   protect   yourself   by   limiting   expenditures   to   paying  by  milestones  until  you  build  trust  with  your  freelancers.     My   own   resource   is   my   personal   database,   which   I   recently   transformed   into   a   company,   American   Business  Partners.  I  specifically  designed  this  company  to  aid  entrepreneurs  who  have  everything   except  a  strong  support  structure  in  place.   The   second   type   of   support   is   advisory.   Advisory   support   is   made   up   of   the   people   and   professionals   who   support   and   encourage   you,   teach   you,   open   your   eyes   to   new   opportunities,   help  you  to  grow,  and  show  you  how  to  do  the  previously  impossible.  These  are  the  relationships   you  have  with  coaches,  mentors,  advisors,  therapists,  and  consultants.   For   a   couple   of   years,   I   was   without   a   coach.   I   worked   in   my   business   from   home,   alone,   making   all   of  the  decisions  and  trying  to  hold  on  to  the  vision  of  what  I  was  creating.  But  often,  operating  in   isolation  results  in  losing  sight  of  your  overall  mission,  and  that’s  what  happened  to  me.  It  wasn’t   until  I  hired  a  great  coach  that  I  realized  how  badly  I  had  needed  the  support,  mentoring,  teaching,   and  insight  that  a  coach  can  provide.       The  truth  is,  we’re  all  trying  to  grab  that  brass  ring…  but  there’s  not  just  one  brass  ring.  There’s  a   brass   ring   for   everyone   who   wants   one.   The   cornerstone   of   this   step   is   that   we   all   need   help   to   grab  the  brass  ring  when  it  comes  around.     Working   from   the   core   of   your   soul,   being   great   at   what   you   do,   packaging   your   business   well,   marketing  yourself  like  a  lodestone,  and  delivering  impeccable  service  doesn't  mean  you  don't  need   other   people.   Every   business   owner   needs   to   surround   himself   or   herself   with   people   who   support,   teach,  and  encourage  them,  people  who  meet  the  needs  that  s/he  can’t  or  doesn’t  have  time  to  meet,   people   who   have   their   best   interests   at   heart   and   work   toward   common   goals,   and   people   who   meet  other  business  needs  and  provide  additional  resources.     No  business  is  an  island.  We  all  need  other  people  to  succeed.   Take  action:   • What  tasks  do  you  need  help  with  right  now?  These  can  be  things  you  don’t  know  how  to   do,  aren’t  very  good  at  doing,  or  don’t  like  to  do.  (Administrative  Support)   • Where  can  you  find  solutions  that  fit  your  budget?   20   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

• • • •

What  kinds  of  things  could  a  coach  or  consultant  help  you  with  now?  (Advisory  Support)   What  could  you  accomplish  if  you  had  a  coach  or  consultant  guiding  you?   What  are  the  big  barriers  to  you  working  with  a  coach  or  consultant  right  now?   Choose  one  barrier  and  identify  a  strategy  for  breaking  that  barrier  within  the  next  30  days.  

   

 

21   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

Conclusion   It’s   likely   that   you’re   already   aware   of   the   steps   in   this   process   and   maybe   you’ve   already   mastered   some  of  them.  These  lessons  aren’t  brand-­‐new.  They’ve  been  around  for  a  long  time,  but  maybe  you   haven’t  seen  them  explained  in  quite  this  way  before.     The   “7   Steps   to  Take   You   To   The   Top   On   Your   Own   Terms,   In   Your   Own   Style”   are   universal   and   applicable   to   any   business,   at   any   point   in   its   growth.   They’re   the   foundation   of   the   greatest   stories   of  success,  and  they  can  be  the  foundation  of  your  success,  too.   Bear  in  mind  that  this  is  only  the  beginning  -­‐-­‐  an  overview.  Every  step  that  I’ve  outlined  in  this  e-­‐ book  has  many  more  factors  within.  If  you  like  where  these  steps  and  the  “Take  Action”  exercises   take   you,   you’ll   be   able   to   go   even   further   in   my   online   courses,   group   coaching   programs,   and   one-­‐ on-­‐one   consulting,   where   I’ve   gone   in-­‐depth   with   every   step   and   every   factor   in   the   steps.   If   you   enjoyed   this   e-­‐book   and   now   you’re   ready   to   move   beyond   where   it’s   taken   you   so   that   you   can   achieve  mega-­‐success,  visit  BusinessInBlueJeans.com  and  check  out  all  the  ways  you  can  get  more   help  to  create  your  own  mega-­‐successful  business.      

 

22   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

About  The  Author:  Susan  Baroncini-­‐Moe   Quick  Stuff:   • Susan  is  the  author  of  the  book  Business  in  Blue  Jeans,  due  out  in   Spring,  2013.   • Susan   has   worked   with   clients   on   four   continents   and   her   clients   include   startups,   well-­‐established   companies,   and   best-­‐ selling  authors.   • Susan   has   started   successful   businesses   in   both   the   profit   and   nonprofit  sectors.   • Susan   has   interviewed   some   of   the   most   successful   entrepreneurs,  bestselling  authors,  and  experts  for  her  podcast,   Business  in  Blue  Jeans  Radio.     • Susan  has  self-­‐published  three  books  and  has  been  a  featured  contributor  in  two  books.   • Susan’s   first   entrepreneurial   venture   was   a   grape   Kool-­‐Aid   stand   in   her   front   lawn   (because   everyone   else   was   doing   lemonade)   when   she   was   six.   As   a   teenager,   she   ran   a   nannying   and   lawn   care   empire   in   her   neighborhood.   As   an   adult,   because   the   way   her   businesses   are   structured,   she   has   had   time   to   try   over   100   hobbies   and   past-­‐times.     Susan  Baroncini-­‐Moe  is  the  founder  and  president  of  Business  in  Blue  Jeans,  a  business  and   marketing  coaching/consulting  firm  focused  on  the  needs  of  entrepreneurs  and  small  business   owners.       Susan  Baroncini-­‐Moe  is  also  the  CEO  of  American  Business  Partners,  an  Indianapolis-­‐based   business  and  marketing  consulting  firm  focused  on  assisting  service-­‐based  professionals  and   companies  with  startup  and  logistics,  team-­‐building,  branding,  marketing  and  social  media,   corporate  culture-­‐building,  product  and  service  development,  and  overall  business  fundamentals   and  strategy.         A  veteran  of  the  web  industry,  Susan  leverages  her  unique  fusion  of  business  and  technological   knowledge,  her  experience  in  the  personal  growth  industry,  and  her  incredible  brainstorming   capabilities  to  transform  businesses  around  the  globe.  She  has  worked  with  clients  on  four   continents,  in  both  profit  and  non-­‐profit  industries,  with  startups  and  growth  companies,  in  all   different  industries,  and  has  been  mentoring  entrepreneur,  small  business  owners,  and   corporations  for  over  fifteen  years.  She  is  a  sought-­‐after  strategist  and  public  speaker.         In  2012,  Susan  hosted  a  36-­‐hour  long  webcast  called  “Break  A  Record  With  Susan”  to  break  the   world  record  for  the  longest  live  uninterrupted  webcast.  She  has  shared  the  stage  with  business   giants  like  Michael  E.  Gerber,  Larry  Winget,  David  Meerman  Scott,  Chris  Brogan,  and  29  other   business  and  marketing  bestselling  authors,  celebrity  entrepreneurs,  and  thought  leaders.   To  get  help  on  your  path  to  becoming  a  mega-­‐successful  entrepreneur  or  to  bring  Susan  to   your  event  or  group,  contact  Susan:   Web:  BusinessinBlueJeans.com   Twitter:  @bizinbluejeans      Facebook:  Facebook.com/bizinbluejeans   E-­‐mail:  [email protected]      Phone:  (317)  489-­‐6561   23   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

What  Susan’s  Clients  Say  About  Her:   “Starting  my  own  business  in  2009,  I  thought  that  I  had  it  all  together.    After  a  year  and  a  half  of  slim   to  moderate  success,  I  was  about  ready  to  throw  in  the  towel  and  punch  a  clock,  until  I  met  Susan.    Her   methods  helped  me  to  not  only  draw  out  my  areas  of  expertise,  my  personal  fervor,  but  she  pointed  me   in  the  right  direction  that  has  made  all  the  difference.   If  you  have  to  only  make  one  investment,  make  it  with  Susan.”   -­‐  Robert  Wimer,  The  Natural  Artistry  of  Speaking   "I  came  to  Susan  with  a  concept  for  my  company  and  no  clue  where  to  begin.  She  didn't  mind  holding   my  hand  and  walking  me  through  every  step  as  we  built  upon  my  dream.  She  came  with  a  clear  and   precise  plan  of  action  that  shot  my  company  into  overdrive.  From  the  moment  I  launched  my  company   everything   has   just   fallen   into   place.   In   fact,   by   following   her   method,   not   only   has   it   been   a   whirlwind   of   profitability   but   I   was   interviewed   by   the   local   media   just   a   week   into   my   launch.   I   don't   know   anyone  else  like  Susan."     -­‐  April  Perkins,  The  EcoDivas   “Seriously,   get   ready!   First   of   all,   Susan   is   whip-­‐smart.   She   is   direct,   to   the   point,   and   supremely   generous  with  her  mindshare.   Branding  isn’t  easy  –  and  rebranding  is  even  more  emotional  and  tricky,  in  my  experience.  Yet  Susan   keeps  showing  up  and  dealing  with  the  emotional  part  as  well  as  the  technical  part.   I  have  a  new  business  name,  brand  and  logo  I  LOVE.  I  am  indescribably  energized  about  my  business,   and  early  feedback  about  my  new  brand  is  overwhelmingly  fabulous.  I’ll  be  back  very  soon  to  report   what  I  know  will  be  a  huge  shift  in  my  business  as  a  result  of  this  rebrand  with  Susan  and  Business  in   Blue  Jeans."      -­‐  Michelle  Barry  Franco,  The  Brazen  Soul    “Susan  is  the  best  at  what  she  does.  She  took  the  time  to  listen  and  really  understand  my  needs  and   helped  me  discover  areas  to  work  on  that  would  have  the  biggest  impact  without  breaking  the  bank.   Susan  is  always  pleasant,  professional  and  responsive.   I  never  once  felt  that  Susan  was  doing  this  just  for  the  money  –  she  was  sincerely  interested  in  my   success  and  how  she  could  make  that  happen.  It  was  a  pleasure  working  with  Susan  and  I  highly   recommend  her  and  Business  in  Blue  Jeans  to  anyone."     -­‐  Kirk  Wilkinson,  The  Happiness  Factor   "Working  with  Susan  has  been  amazing.  Starting  a  business  is  a  lot  more  complicated  than  I  thought,   and  I  was  on  the  verge  of  giving  up.  I  almost  passed  on  working  with  Susan  because  money  was  tight,   but  I  took  a  chance  and  said  to  myself,  "I've  got  to  do  something!"  I'm  so  glad  I  did.   For  the  first  time  I  feel  a  fog  has  lifted  and  I  understand  where  I'm  going  and  what  needs  to  be  done  to   24   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

get  there.  Susan  is  a  great  listener,  and  was  able  to  help  me  build  very  practical  and  sustainable   systems  to  achieve  my  short  and  long-­‐term  goals,  including  creating  a  marketing  process  tailored  to   my  dream  clients.  She  emphasized  my  strengths  and  supportively  coached  me  to  see  and  work  through   any  weak  spots.   I  have  thoroughly  enjoyed  having  such  a  knowledgeable  and  enthusiastic  ally  in  my  business  and  am   so  excited  to  see  it  finally  growing."     -­‐  Krista  Fuentes,  Amaru  Interactive   “Susan  has  been  a  fantastic  mentor  and  a  professional.  In  90  days,  she  was  able  to  help  me  take  my   idea  and  turn  it  into  a  brand  with  products  and  services  in  the  pipeline.    She  guided  me  every  step  of   the  way  keeping  my  goals  in  mind  and  on  target.    She  helped  me  see  a  bigger  picture  and  developed  a   long-­‐term  plan  for  me  to  implement  the  ideas  we  discussed.    Each  of  our  sessions  was  recorded  which   will   prove   to   be   invaluable   for   me   in   the   future   -­‐   I’ll   always   be   able   to   go   back   and   extract   those   nuggets  of  excellent  business  advice  that  she  shared  along  the  way!”     -­‐

Kris  Heeter,  Ph.D.,  Body  Ingenuity  

“I  recently  started  working  with  Susan,  and  she  has  quickly  become  more  to  me  than  just  a  business   coach.  She  is  more  of  a  luminary,  helping  me  to  envision  and  plan  all  that  is  possible  in  my  career.   To  get  quick  results,  Susan  combines  compassion,  intuition  and  effective  counseling  skills  with  razor-­‐ sharp  business  acumen  and  enthusiasm  for  what  she  does.  In  just  three  short  months  with  Susan’s  help,   I  have  taken  real  steps  that  are  positively  impacting  my  work,  life  and  relationships.  If  you  are  “stuck”   professionally,  Susan  will  work  to  uncover  hidden  fears,  beliefs,  and  imaginary  obstacles  that  may  be   the  only  thing  standing  between  you  and  your  ultimate  success.   Unlike  some  coaches  who  just  sell  hope,  Susan’s  pragmatic  approach  will  help  you  to  achieve  tangible   improvements  in  how  you  see  yourself  and  your  work.  If  you  hire  Susan,  be  prepared  to  be  challenged   and  inspired  to  work  towards  all  that  you  dare  to  dream.  Take  action  and  hire  Susan…you  will  be  glad   you  did!”     -­‐  Brande  Plotnick  

About  Business  in  Blue  Jeans   Business  in  Blue  Jeans  is  a  business  consulting  and  entrepreneurial  education  company  dedicated   to   the   solo   professional   and   micro-­‐entrepreneur.   Susan   Baroncini-­‐Moe   focuses   on   helping   struggling   entrepreneurs   to   get   clear   about   their   purpose,   create   products   and   services   with   excellence,   find   and   attract   the   audience   that   wants   what   they're   offering,   and   deliver   their   products  or  services  with  extraordinary  service.   A  Business  in  Blue  Jeans  is  business  with  heart.  It's  business  that  feels  like  your  favorite  pair  of  old   jeans:   comfortable,   fun,   and   lasting.   Whether   you're   starting   a   new   business,   trying   to   grow   your   business,  or  in  transition,  business  doesn't  have  to  be  about  stuffy  suits...  unless  you  want  it  to  be!   Do  what  you  love  most,  on  your  own  terms,  in  your  own  style.   25   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com  

 

26   ©2012  Susan  Baroncini-­‐Moe,  Business  in  Blue  Jeans,  LLC.  All  Rights  Reserved.     BusinessInBlueJeans.com