The Game with Alex Hormozi - Fundamentals & Complexity | Ep 136

Episode Date: July 9, 2019

"We don't need new; we need better." Today, Alex (@AlexHormozi) discusses how important it is to stick to the fundamentals, how it will create more focus within the team, and how it can improve the end-user experience.Welcome to The Game w/Alex Hormozi, hosted by entrepreneur, founder, investor, author, public speaker, and content creator Alex Hormozi. On this podcast you’ll hear how to get more customers, make more profit per customer, how to keep them longer, and the many failures and lessons Alex has learned on his path from $100M to $1B in net worth.Timestamps:(0:19) - Entrepreneurs change things that work when something stops working.(1:37) - We need better by doing things that worked at small/large scale.(3:42) - Objective remains unchanging, but processes and team will change.(5:35) - Figure out how to treat customers as a small shop owner.Follow Alex Hormozi’s Socials:LinkedIn | Instagram | Facebook | YouTube | Twitter | Acquisition

Hey, what's going everyone? Hope you guys are having an awesome Friday. Fantastic Friday. I haven't made a video in a while. And so I had all these topics and I've just been like traveling crazy. So I apologize for that. But that being said, the one that I wanted to talk about was kind of a small epiphany that I had that I was sharing with some of our directors, which is that a lot of times we as entrepreneurs try and change things that are working because something stops working.

And so we start thinking, oh, like that doesn't work anymore. when in reality what happens is as a business grows, it's simply the fundamentals become more complex to execute and to deliver. And so when you think about like scaling a business, right, like there's so many people who can maintain one-on-one clients really, really easily, right? The idea, though, is that like human connection and the things that you need to do to maintain a relationship and provide good value and provide service and whatnot, like don't change, right? Like humans aren't different at scale as they are in like one-on-on-on-one.

one. But we try and change our processes constantly. And so we spend all this time and effort recreating SOPs, creating new processes, trying to change all this stuff when what, like, what I'm now seeing, like even with our company at scale, the secret is that the people who are more advanced in business don't do things that are fancy. They always do the fundamentals. And it's just that the fundamentals, when delivered at scale, become complex. And so I know this sounds like, hopefully it's not like semantics, but like understanding that for me has been a really big epiphany, or at least articulating it, that like we don't need new, we need better. And better is doing the things that you know worked at a small scale, at a large scale. And so a lot of times

it's not introducing things that are going to confuse your team, that are going to like make them feel like you're constantly changing things. But instead kind of framing it is, how can we do the things that we're doing on a 101 level more of them, right? When you have 10 clients, versus 100 clients for a thousand clients, things change, right? But the actual experience should be the same for the end user. And so that's kind of the process that you should think about in terms of like, how do I skill delivery is what does it look like for a one, if I had a coach this person one-on-one, what does the client experience look like from their perspective?

And what is, what are those interactions, what are those touch points, what are the, what are the communication cycles that happen there, and then trying to extrapolate that out with the systems behind. But it shouldn't change how that customers actually going through the experience. And I think for some reason, keeping that stable and making that not a variable has really helped me out mentally to think about how we design customer experiences and how we can scale delivery at a much larger level. And so I hope that helps you from the gym standpoint when you're looking at your customer experience when someone walks in the door, when they're at the training session, all the things that you would normally

do if you were coaching this person 101. What would you do? Right. And then taking that and then seeing how we can do this at scale with systems and multiple people. But the actual customer experience is the same. And so if you articulate this to your team, I think it actually helps give clarity because it feels more simple. Because it's not like we're introducing this system and this system and this system when really it's like we're just doing this thing because we're trying to still have this original one-on-one connection, which is originally why people came and why people loved us in the beginning. And that's why people, like so many gym owners can get from zero to 70, zero to 100 FTs, really without any kind of training, right? Because they know what that

experience should look like. They just don't know how to scale that experience. And so if you look at how, if you if you if you if you look inwards to yourself about okay, I'm keeping the experience static. That is unchanging. But as we have more people, the processes and the team that supports that will change. But the objective remains the same. And so like for me, that was a little bit of an epiphany that I hope is useful for you and maybe even articulating to your teams about when you're like when you're making changes. Hey, if you're a return listener and you have not rated or reviewed the show, I want you to know that you should feel absolutely terrible about yourself and everything else in the world.

I'm kidding. But it would mean the absolute world to me if you guys would go ahead and do that. You don't even have to pause the show. You can keep listening and you can just do it with your thumb right now. It'll take you less than 60 seconds. And like I said, the only way that podcast grows through word of mouth and this is you joining hands with me and helping as many entrepreneurs as we possibly can because no one has having to save us. It's just us. All right. So please go do that now and let's get back to the show.

It's like we're not actually changing anything. We're changing a process to keep the experience consistent. And I think that that decreases the anxiety levels of teams because in general, most teams are not entrepreneurs and so they like fear change more than we do. We love change and we're like, ah, yes, let's change stuff. Let's go break things and innovate. But and your team's like, no, please don't, don't change anything. But I think if you articulated in that way, It's really like, we just need to play fundamentals baseball, fundamentals football, fundamentals business at a large scale. Look at Chick-fil-A, for example.

They've created such an amazing business because they feel like an owner-operated facility. Like if you go to a Chick-fil-A, most times you'll see, like, you're greeted with a smile. Everything's clean. They have fresh flowers on the table. They thought, how can we take an individual owner experience and do it at scale? And obviously, that takes complexity. but the customer experience is the same, right? The customer experience is that of a like cheers

where everyone knows your name. And so they've figured out the key points that if they were the owner, right, they were the owner in the situation, like you're the small shop owner, how would you treat that customer if it was the only customer you had or you saw them all the time?

And then reverse engineering that so that the experience remains static at scale. And so I hope you found this valuable. This was, it was just something it's been really big for me that I've been spending a lot of time thinking over when I'm looking at not only not only just like customer service but also like sales like on times we're thinking like for us I'm like okay maybe we need to change the sales process maybe maybe the avatar change maybe the blah blah blah blah right you start you start wondering like oh do I need to change them do I need to change

when in reality a lot of times things don't change nearly as fast as we perceive them to as business owners it's just that the our ability to skill the experiences has changed right and so like like with our sales team for example we're like oh maybe we need to to change a script when in fact, we have our manager right now who's going in and doing one-on-ones and shadowing all the calls. And he and I had a call afterwards. He's like, dude, we're just missing fundamentals. Like, we're not asking people like clarifying their goal and like asking them what their pains are and their problems. Like, fundamentals football, right? Like, we're just not doing the fundamentals. And so this was like this, this, this, this story is coming from me having

just had something happen with that and just thinking like out loud, okay, that's, that's the issue. It's just fundamentals at scale. And so anyways, guys, I hope you have an amazing, amazing day and a fantastic Friday. And maybe that's that unlocked something for you like it did for me. All right. Have an amazing day. Get you soon. Bye.