1. Your destination is not your goal.
Your destination is the experience you crave deep inside, with a very clear purpose, timeframe, and emotional clarity about what that would feel like to be there. People travel long distances to visit Disney World, because they imagine the feeling and experience of being there. That is what makes it worth it and they will spend incredible time, effort, and money to reach that experience.
Many people talk about goals. They say, “Set them, achieve them, and repeat.” But, in business and in life, either you’re moving forward, or you’re not. Goals are meant to be clear mile markers that help you objectively assess whether you are moving forward. They are meant to drive you to take actions you have never taken before, so that you feel so energized in the process that you’ll be consistently compelled to take actions beyond your comfort zone. There is no “repeat.” Done right, powerful goals compel you to take risks and face your fears, forcing you into uncharted territory. My clients know their comfort zone is expanding because they see consistent results in their business, their life, and their profits. They feel the emotional impact of their growth in achieving their goals. Not feeling fulfilled upon achieving a goal is a result of not being clear about the emotional destination.
People travel long distances to visit Disney World, because they imagine the feeling and experience of being there. If you’re physically in Disney but on the phone, distracted, stressed, or your mind is worrying or wandering while you’re there, you’ve missed the entire emotional destination of the trip.
Your destination is the desired emotional outcome of a decision you make. The trip to Disney is not actually about Disney; it’s about the emotions you want to experience as a result of the trip. Your desired emotional outcomes outweigh the cost, travel, and logistics involved in putting the trip together. Your emotional destination is equally at play in everything you do in your business.
By contrast, goals are also destinations, and without having full weight of knowing your emotional outcome that is driving the goals, they remain goals. Similarly, it’s been said that “dreams without goals are just dreams.” Goals combined with the emotional weight of your dreams is what propels your goals. Have you ever achieved a goal and wondered, “I thought it would feel different when I finished, graduated, or achieved, whatever it was”? Why weren’t you satisfied with how you felt upon achieving that goal? That’s because its important to factor in both goals and desired emotional outcomes of those goals.
“What if you have many people in your business. How does my emotional destination impact them, since employees may have different emotional destination than the business owner?” Great question. Once you are crystal clear on your emotional destination and goals, you need to keep several principles in mind.
Imagine the impact on your business (and person life) if you knew exactly how to utilize this step!
2. Process Over Content.
Have you ever read a book on a topic and then found yourself looking for another book, article, or podcast, wanting to learn more about the specific topic? We live in a time of information overload; we’re swimming in information, yet starving for wisdom. Information alone is akin to an appetizer— it whets your appetite. What you really need is the entrée, which is a clear process to apply the knowledge.
If all you needed was more information, then you could read another book, article, or blog, and that would satisfy you. The problem is what’s most valuable is not information, it’s process. Process shows us exactly how to translate information into improvements, and improvements into increased income. Remember this: it’s not about what you know. It’s how well you execute it. Millions of books, blogs, articles, and webpages with practical ideas and wisdom won’t transform your business. It’s the process of how to put all the factors in place, maximize your skill, and consistently leverage your time, money, and resources that will get you to the next level success. The profit is in the process.
The gold is in having a customized, systemized process. If you offer a service or product, I challenge you to ask yourself, “How can I make this a process that people will pay for?” When the process is seamless, the products sell better. Amazon introduced Amazon Prime and Best Buy sells more computers by utilizing Geek Squad services. I’ve helped people model their company after these successes to help save time and money through creating customized, systematic process that answers the quandary of: “How do I achieve ?” (Yes, it often starts with clarifying your purpose).
People pay for “how” to do something. Even when you buy products, you are paying for the process. You believe that a product will improve the process of looking good (cosmetics), the process of feeling good (exercise apparel), or the process of knowing what to do (educational product). People will even pay for services that have no product offered because the information (or process) they will learn from that service is where the value is.  [C3]  And the customer buys these items because of the emotional outcomes they get resulting from feeling they look good, feel good, or know what to do.
As a service provider, people ask me, “how can you give away free content?” The answer is
two-fold, there is an abundance of practical wisdom to offer, and you can share ideas, and you sell your process. People pay for “how” to do something. But to be successful when you implement a new process, you need to know how to…
3. Get Certain
Even if you implement a process and know exactly what to change, without strong confidence to do something you have never done, it is all too easy to procrastinate. Confidence comes from experiences where you have shown yourself that you can perform and achieve in the moment you need to. The confusion is we think confidence comes after doing something you’ve done before.
The first time you rode a bike. You likely weren’t confident with riding, but you were confident with balancing yourself when you lost your balance. Your confidence of balancing and walking enabled you to take risk doing something you’ve never done before. But what if you’re doing things you’ve never done before, how do you get confident? The answer is you get certain. You change how you
feel, change your focus, and change your physiology, and if you know how to do it, you can instantly change your level of certainty.
Real certainty is generated inside your body, not from external factors such as how you look, your bank account, or your credentials. They are external factors. They are all relative to how you think other people perceive you. Certainty is just like money, love, and time, you can only give what you’ve got. There are a few ways to get certain, the first one is to free yourself of what keeps you from creating certainty.
It’s what pro-athletes and professionals use to “get into state” when they need to perform. Certainty gives you power to make decisions and get new level results.
4. Innovative Marketing
Don’t do what everyone else is doing. As social beings, we tend to follow the trend. It’s the easy way down the river, yet it’s the opposition that gets the most marketing. It is okay to be contrarian, there I gave you permission. Just because “everyone else” is using a social media platform or marketing tool, or sharing a similar message, it’s the one who shares what is different that gets the attention.
Think about it. The politician that says something different than the norm, the company that does the unexpected (Uber showing up at JFK after a rally. Lyft decided not to “protest” by not picking up passengers). The media spread the story and both companies gained millions in free advertising, neither paid for an ad. I doubt they did it for the marketing purpose, but they did it in a creative way where they stood for their company values, and it paid off. This leads to the next step for business growth.
In a world that is so focused on image, it can be compelling to try to show the best side of the picture, even if that means editing and cropping so it appears to be picturesque while in truth it is far from it. We see celebrities who appear to have it all, and yet we regularly hear how this one has a scandal, divorce, additions problems, arrests, etc. It is only a “scandal” because it’s drastically different than the image they portray social media.
The key is to share the side of you that you would share with a friend, share your struggles, okay, not all of the deeply personal ones, but at least some of them. Struggles in your business, daily experiences, frustrations and challenges that you feel your target clientele could relate to, and share how you got through it. People buy from those they feel connected with, and they feel connected when they hear about how you are a real-life person (not a reality TV personality) that faces
challenges. Be genuine in your words, share emotion. Share the story behind what made this a particularly challenging situation for you. Remember: “Facts tell, stories sell.” Which brings me to the next point…
5. BE AUTHENTIC. It’s who your target clientele wants you to be!
Knowing why you do something is more important than knowing how to do it. I have clients who are constantly moving beyond their comfort zone and don’t always know what specific things to do or how exactly to do it, but they have a very clear purpose; they know exactly why their product or service is critical for the target clientele. That is what drives them to face their fears and proceed despite their unknown. Their emotional destination is determined by their “why.” (There is a separate process to clarify what to do and how to do it, beyond the scope of this article). You have to know your emotional destination before you can figure out what to do to get there.
Let’s say you have an upcoming presentation with millions of dollars on the line. What do you say at that presentation to get the best outcome? You first have to be clear on your why, the purpose of the meeting, and from there we can start to prepare what to say and exactly how to present it. What and how come after why.
What action steps have you taken recently toward your “why”? People switch careers, jobs, relationships, commitments, friendships, houses, cars, you name it. And those are all “what” they are changing, but if they simply figured out clearly their “why” — or what their purpose is — they will wake up every day with a hop, skip and a jump because they are driven by purpose.
If you want to learn the PROCESS, step by step, how to leverage these steps to get results TODAY in your business, call Isaac to make an appointment. Imagine achieving your goals and celebrating with those closest to you. You will feel amazing!