The New Rules To Absolutely Expand Your Business (revised).pdf

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The New Rules To Absolutely Expand Your Business By G. M ogale

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Copyright Notice ©2016 Maestro Explode Holdings, Limited All rights reserved. Any unauthorized use, sharing, reproduction or distribution of these materials by any means, electronic, mechanical, or otherwise is strictly prohibited. No portion of these materials may be reproduced in any manner whatsoever, without express written consent of the publisher or author.

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Any perceived slights of specific people or organizations is unintentional.

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INDEX About The Author …………………………………………………………… 6 INTRODUCTION: Read This First Before You Read A Single Word Of This Book ……… 7 BONUS: The Two Core Concepts They Never Taught You At School ………... 11 Rule #1 ……………………………………………………………………….... 17 Rule #2 ……………………………………………………………………….... 18 Rule #3 ……………………………………………………………………….... 19 Rule #4 ……………………………………………………………………….....21 Rule #5 ……………………………………………………………………….....22 Rule #6 ……………………………………………………………………….....23 Rule #7 ……………………………………………………………………….....24 Rule #8 ……………………………………………………………………….....26 Rule #9 ……………………………………………………………………….....27 Rule #10 ………………………………………………………………………...28 Rule #11 ………………………………………………………………………...29 Rule #12 ………………………………………………………………………...31 Rule #13 ………………………………………………………………………...32 Rule #14 ………………………………………………………………………...33 Rule #15 ………………………………………………………………………...34 Rule #16 ………………………………………………………………………...35 Rule #17 ………………………………………………………………………...36 Rule #18 ………………………………………………………………………...37 Rule #19 ………………………………………………………………………...38

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About The Author

Gaisang is a serial entrepreneur author, speaker, and marketing specialist, passionate about business, marketing and implementing winning ideas. With over 10 years experience as an internet marketer and a BCom Business Management degree under his belt, G. is hell-bent on changing the world through strategic thinking and innovative ideas. He‟s created multiple websites over the years, in different niches such as health, music, marketing, and self-improvement. His goal for this book is to leave a lasting, profound impact on all who read it, and inspire future leaders to build and grow their businesses.

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INTRODUCTION Read This First Before You Read A Single Word Of This Book Congratulations on taking the plunge and taking a dive in building your very own business empire. But before you go on I do feel the need to mention something.

My Challenge To You It is a known fact that most people don‟t read books or may have a book to read but struggle to finish it. Statistics have shown that 42% of college graduates stop reading books. More so, less than 10% of people that purchase books actually read past the first chapter! My desire for you is not to become another statistic, but rather see real, tangible results in your business and life after reading this. So my challenge to you is two fold: (1)Make a decision to read this book from beginning to end. It‟s not a long book and is very easy to read too. I purposefully made it that way so that it could be simple enough to go through yet still leave a lasting impact and inspire you to take action. (2)Commit To Taking An Idea and using it It‟s very easy to just read and feel like you‟ve worked and been productive. But reading is just one part of the story. You need to implement what you‟ve learnt to really benefit from the knowledge gained.

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The Secret To Making This Book Work For You For this book to truly leave a positive impact on you, your business and life you need to remember an important fact. And that fact is that You Must Take Action. This by the way, goes not just for this book but for any book, course or program you undertake to learn from. If you just read what‟s contained in my book and then close the pdf file and walk away, this book will not help you. Take the information in here, not as recreational suggestions that are just „nice‟ to read, but real, hard information that can impact your business life in a whole new way.

Action Takers Are Winners By taking action, you are already ahead of the pack. Stop over-planning for your business idea and just do it. In business it‟s all about taking action – it‟s not about sitting down and making sure you‟ve got the perfect solution or talking to thousands of people to get approval before you get started, or making sure it looks perfect before you release it. Millionaire Entrepreneur Eben Pagen puts it this way: “Business is all about taking a good idea and putting it into action, and then seeing what the result is.” This is how you test if your ideas work or not, and where real learning occurs. Real learning is when there is a change in your behavior, not just when you perceive an idea or concept.

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An idea must be mated with action to produce a certain result, after which your analysis of results will give you true level of understanding and that‟s when learning takes place. So the guys who learn, who understand and then ultimately Win in the game of business are the ones who have taken a lot of action and learnt from their real world results.

Speed Of Implementation – The Art Of Action Mastery Even more important to taking action, is how fast you take that action. You see, the speed of implementation, of any idea into your business, is quite frankly absolutely critical. Info Marketing Millionaire Yanik Silver attributes this as one of the trademarks to his success. Matt Mickiewicz, who started the successful web design site 99designs.com says: “One of the things I‟ve found that seperates the truly successful entrepreneurs from the rest of the pack, is speed of implementation.” Whether you want to write a book, start a carpentry business, learn an instrument or teach yourself to become a master chef… no matter what it is, the quicker you get started on actually doing something, the quicker you will see results and ultimately, success. A good idea implemented today, is better than an “absolutely perfect” idea implemented next month. What is the time gap between the time you learn of an idea and the time you implement that idea? The longer that time is, the slower your business growth is. You get easily distracted, things get put on the back burner, higher priorities come up and you never get around to actually implementing the ideas. P age |9

So I highly encourage you to choose at least one idea presented in this book today, and then make a commitment to implement it in your business over the coming week.

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BONUS: The Two Core Concepts They Never Taught You At School The dirty truth is that small businesses have a very high failure rate. Michael Gerber, author of E-myth says about 80% of businesses fail within the first 5 years, and 80% of those that survive then go on to fail within the next 5 years – so around 19 out of 20 businesses fail within the first 10 years! The Businesses that survive long term are ultimately the ones that are approaching business with the right mindset, doing all the right things, and doing them consistently. I added these two concepts separately because I believe that if you do nothing else after reading this book, but these two things below, your business‟s chances of success will increase significantly.

Core Concept #1 – Business is a Game of „Cracking The Code‟ and NOT Trying To Make More Money

We are all in the business of Cracking the Code – This is a simple concept I got from entrepreneur extraordinaire Eben Pagen. Basically what this means is that 1. Figure out what it is exactly that your customers or prospective customers want. 2. Build the product or service that they want to buy. 3. Market and sell it in a way that makes it very attractive to them. 4. Build a system that continues to do this.

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5. Invest your time, effort and energy building the system, making it better and better – tuning the engine. 6. Ultimately create an asset that throws off profit, that grows and has a value in and of itself, becoming a piece of your wealth portfolio.

Cracking the code gives you an advantage in the game of business. Cracking the code means you make it your goal to understand your niche market, to understand your group of customers better than any of your competitors in your market. Better than anyone, period. Cracking the code means you know the answers to questions such as: What are their needs? What are their hopes, their dreams, their fears? What keeps them awake at night? You know the answers to these questions. Cracking the code means you never stop talking to you customers. You continuously ask them for feedback, continuously find out what they want, what they like about your previous products, and what they didn‟t like. It means you‟re always finding out what they want and then giving it to them in a way that they love. Cracking the code means creating and providing a product/service that really meets your customer‟s needs, that they find really valuable. Cracking the code means you‟ve figured out how communicate the benefits of your product to your customers or your online community, and sell it to them, and market it to them in a way that they really get it and understand that this is the „thing‟ that meets their needs. Cracking the code means that you‟ve built a machine that does this, and that you continuously build this machine so that it ultimately can run independent of you.

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So when you go into the game of business with the aim to crack-the-code, instead of “just to make money”, and you endeavor to do this in the long term, that‟s what leads to a long-term profitable business that grows and becomes an asset.

Core Concept #2 – Give Your Customers More Value Than They Have Received Anywhere Else And They Will Love You Forever.

This is an idea I came across from internationally renowned speaker Tony Robbins. Now, here‟s a HUGE mistake people make when they go into business. We‟ve all been taught that if you want to make money then start a business. Most people then go on to start a business (or want to go into business) because they want to make more money. At risk of sounding completely controversial, I‟m going to say that that is a really bad approach to going into business !! And there‟s a good reason why I say this.. You see, going into business with that mindset means it‟s all about you. But what you need to understand is that business is all about your customer and not you ie. How you can impact and change their lives in the most powerful way. You do this for them and in exchange for your service they will reciprocate for providing this value to them, usually in the form of monetary exchange. Money is the secondary objective, the primary objective is Giving Value. P a g e | 13

The more value you give them, the more money you will make. You get paid in proportion to the amount of value you provide your customers, not the price tag you put on your products. Online millionaire Yanik Silver has a philosophy he follows which is that he gets rich by giving 10x – 100x in value for the price he charges for his services.

So What Is Value? Value is what you do when you solve your customer‟s problem or needs in a way that exceeds their expectations. For example, if you know your customer‟s strongest need is to get to work on time every day, you would provide for them a well-oiled, good-engined car that has comfortable seats, doors in working order etc. But then you would exceed their expectations by adding other features like a sports body-kit, sun-roof, leather-stiched seat warmers, 500 000km maintenance plan, free fuel for the first 10 000 kilometres, 24 hour helpline and service plan etc. These add-ons could then increase their perceived value of the car, exceeding their expectations and thus adding more value. Thus if you add more valuable things in your product offering that THEY perceive as more valuable (NB not what you think is valuable), then you have just added more value to them through your product. And if you tailor your products/services in a way that they consistently add the most value, more than your customers have received anywhere else, they will become loyal, raving fans of your business. It‟s all about giving more value, not making more money – the money will come as a consequence of giving value.

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You want to make more money right now?, Find out what is the number #1 thing your customers want right now, and then give it to them in a way they perceive is really valuable.

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The New Rules To Absolutely Expand Your Business

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RULE #1 – Don‟t Do It Alone - You need a mentor or coach “A wise man learns from his mistakes, but a genius learns from the mistakes of others.” – Unknown

The trap of working alone translates to you working in your business instead of working on your business. Lead and improve on your strengths and get others on your team who are strong where you are weak. Build this as a team who value getting paid on results. Get a mentor or business coach who already is where you want to be. If you want to start a Master events planning company, ask a thriving Entrepreneur who owns a very successful events company to mentor you. If you want to have a successful real estate property business, find a millionaire real estate mogul and have them coach you. If you want to go into franchising, find some wealthy franchisors and run your ideas past them – ask them for their advice. A concept as simple as this will save you many years of “trial-by-mistakes” and ultimately you will reach your goals much quicker.

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RULE #2 - Position Yourself As A Premium Brand “Offering premium packages is the best way to actually help clients create deep and lasting transformation, while earning a generous compensation for yourself” – Bill Baren

Going into business trying to sell your products as the lowest priced, just so that you can attract customers, can be a strenuous and frustrating strategy. Consider if your goal is to make R1 million rand within one year. You would only need to sell 100 units if you had a R10 000 package. Whereas, if you had a R10 product you‟d have to sell significantly more to reach your goal. Premium packages allow you to create much more value and deeper transformation for your clients. Your clients get better results. You generate more money. Since they paid such a significant price, your clients are more committed. You gain credibility in your industry as someone who delivers results. Almost every industry that exists has a high priced product or „high-end‟ program that is being sold, and there is a very good reason for this. No matter the market, there is a percentage of customer (usually 20% of your customer base) that cares more about the solution to their problem than they do about the price. Think of the car industry – there‟s the Rolls Royce. Think of Coffee – there‟s Starbucks. Think of fashion and accessories – Louis Vutton. Build your products as premium by packaging immense value in them for your clients, and they will gladly pay the premium prices.

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RULE #3 - Dream Big, Celebrate Small “Keep doing the things you know you need to be doing, even if you don‟t see instant gratification results at that moment” – Eben Pagen

Ever heard of the saying: If your dreams don‟t scare you, they not big enough? Well I say, if your dreams don‟t move you, they not significant enough!! Here‟s where entrepreneurs and business owners get stuck: they have really great targets to reach but don‟t set small, sizable, bite-sized goals on their journey to get there. Have an overall big goal and vision for your financial worth and business – but don‟t forget to celebrate the small victories. These small celebrations you regularly have will give you the momentum to go onto your next big win. There‟s an awesome book that I would recommend you read called The Power Of Full Engagement by Tony Schwartz & Jim Loer. It expounds on the idea that we become more productive when we take regular, enriching breaks & how your energy plays a critical role in boosting your productivity when you do this. In other words, the effect of celebrating your „small‟ victories can have a profoundly positive impact on your business. Yes, keep your eye on the ultimate goal as you work, but don‟t work yourself into an absolute pulp and not take time every so often to celebrate. In biblical reference, it took God 7 days to create the earth, but he would stop at the end of each day, reflect on what He had done and say “It is good.”

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Learn to enjoy the journey rather than to enjoy only at the finish line. Set smaller monthly, weekly & daily targets and celebrate each milestone you quantitatively reach.

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RULE #4 - Attract, Do not Pursue “People are silently begging to be led. They are crying out to know more about a business‟ product or service.” – Jay Abraham

Understand that people hate being sold, but they love to buy. People are secretly looking to be led into buying. You can use this to your advantage by attracting customers to you instead of pursuing them. In other words, craft the characteristics of your ideal customer and then tailor your marketing so that it only appeals to them and no one else. Look at redbull – they don‟t hard sell or force you to buy their drinks, but they draw you in through promoting the experience: “Red Bull gives you wings”, the fast car rallies and stunts, the redbull Battle Of The Beat competitons, The Red bull mini screens – they all give you a certain, positive experience that you associate with the drink. You are magnetically drawing them into your space, into your company or brand by giving them benefits, proving that the experience is great, demonstrating a deep understanding of where they are, what their needs, frustrations, desires are & giving them the solution that adds more value to them than they have ever experienced from any other vendor, company, business.

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RULE #5 - Lose The Get-Rich-Quick Mindset, Gain The Become-TheBest Mindset “Keep asking yourself: How can I be the best? Never stop asking yourself that question” – JT Foxx

The problem with only thinking about getting rich is that you‟ve moved the focus on yourself more than customer (who by the way is a real living human being. Somebody‟s mom or dad) – as a result, you create a crappy product that produces low quality results for your customers. People with this mindset will chop and change ideas very quickly, jumping from one „project‟ to the next. But because your goal is not significant enough, once you start hitting obstacles (which by the way you will) you going to give up easily and change your idea to something that else – THE next Get-Rich-Quick solution. And on & on it goes. The benefits of thinking to become the best is that it forces you and your team to think long term, drives your decision-making & planning, it excites you to create amazing products, thereby giving you more satisfied customers because you‟re really trying to serve them in the best possible way. Popular business speaker JT Foxx has admitted that the “becoming the best” mindset has been a significant driver of his success. With currently over 50 successful companies under his belt right now, you realize that it‟s an important approach to business indeed.

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RULE #6 - Use The Power Of Continuity To Automate Your Income “I lost at least $2 million by not focusing on continuity” – Yanik Silver

Continuity programs allow you to grow automated wealth and get paid every single month without fail So what do I mean by continuity? I‟m talking about subscriptions paid, memberships or recurring fees. Think of some of the expenses you pay each month without fail: insurance for your car, gym memberships, DSTV tv subscriptions, alarm system costs, electricity, cellphone monthly-billing contracts, holiday club fees, I mean I could go on. So it‟s about you creating some form of “of-the-month” product that people will pay you every single month to join and be a part of. This could be a Book of the month, cd of the month, interview of the month, newsletter of the month, dvd/video of the month etc on your topic. This is powerful because it creates residual, passive & on-going income for you through you just working once to create it, and then getting paid by your members every single month, over and over again – sort of a guaranteed income if you will. For example, if your business is teaching people how to speed read, you could create a Speed Reading Mastery membership program. You could charge R100 per month and make it your goal to add 1000 people within 1 year. At the end of the year, you‟re making R100 000 per month, every single month, for as long as they stay with your program. This is a great strategy and can bring in significant revenue for any business.

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RULE #7 - Write A Book To Brand Yourself And Position Yourself As An Authority In Your Marketplace “A Book is the best business card in the world” – JT Foxx

Writing a book will open so many doors for you it‟s disgusting. Here are some of the benefits your own book will give you:  It brands you – this is critical. A book allows you to stand out from everyone else in your field. You become a brand, a leader, a „go-to‟ guy for all the answers people need.  It allows you to charge higher fees  Gets you professional speaking engagements (which, by the way, after you‟re a published national selling author, you shouldn‟t charge anything less than R20 000 for an hour talk)  Affords you the opportunity to travel, sometimes around the world! (my favorite reason)  Media/Radio/TV will want to interview you  It‟ll make you stand out in your job and lead to promotion  Grows your business – more leads, sales, customers  Gives you credibility & authority  It leverages your networking – instead of giving people your business card, you give them your book. Here‟s an interesting fact: less than 5% of the world‟s population have written a book. So writing one makes you stand out already. You don‟t need a Phd., degree, diploma, money, or 10 000 years of „experience‟ to write a book either. Just start with what you know. Do some research if you need to, and write. Write as if God himself gave you permission to write.

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Even if it‟s your first time, the book doesn‟t have to be “perfect”. It just has to have something of value that you believe will benefit someone else in some way. Then at the end of the book, recommend a product or service you can provide to the reader that can benefit them even more.

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RULE #8 - Become A Celebrity Authority In Your Market “The key to becoming a Highly Paid expert is working on your ACE. Your Authority, Celebrity, and Exclusivity” – Dan Kennedy

This is taking the previous rule and ramping it up to the next level. Become a Celebrity, who‟s viewed as an Authority, and whose products and services are Exclusive. Celebrity Authorities are super high in demand, get to charge the highest prices and absolutely dominate their marketplace. Think a professional psychologist vs DR Phil. Think a Lifestyle consultant vs Steve Harvey on his Talk show. Think of your local chef at his hometown restaurant vs Gordon Ramsey and his restaurant. Who do you think has higher influence in their marketplace, commands the most authority and has their products/services in highest demand? The Celebrity Authority method is for anybody who wants to be the best in their industry and completely kill it (which should be anybody reading this book quite frankly.) Work on your Authority: write a series of books on your topic, do workshops in your local community, host your own events, work & associate yourself with reputable brands in your market. Work on your Celebrity: get seen on tv somehow, by organising an interview on the morning show, start your own tv channel/show (you can even do this for free with youtube), Q&A podcasts on radio shows or live Q&A on television program.

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RULE #9 - Market Aggressively, But Do Not Sell Aggressively “Marketing is the ultimate financial leverage” – Jay Abraham

You need to realize that you are in the business of marketing – it isn‟t just another department within the organisation. My mentor JT Foxx calls marketing the “Engine” of your business. So a heavy emphasis needs to be put on your marketing in order for your business to thrive. Here‟s what I DON‟T mean by Marketing Aggressively: DO NOT HARD SELL. Hard selling is Ugly. I think Money-Hungry losers who only want your money and provide no value to you do this. There is a right way and a wrong way of marketing aggressively. The right way is to use laser, pin-pointed TARGETTED marketing to attract your exact ideal prospect, positioning it to where he can see it, and in a way that will magnetically draw him to your offering. And then you do this to a power of a thousand – ie. You multiply this sleek process countlessly through many relevant forms of media that touch base with your specific ideal consumer.

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RULE #10: Your Marketing Efforts Must Be A System, Not Just A Set Of Unrelated Activities “You‟ve got to put yourself out of business” – Richard Branson

Many large organizations have a very detailed set out process for the operations of their business – why not do the same for your marketing? Manufacturing companies will have entire manuals written out, detailing what each of the machinery do, which stage of development is affected, what it entails, how long it will go through each stage etc. So should it be with your marketing. A systemized marketing process lets you gain more structured detail as to what is coming in. EG. If you want more customers in your sales funnel as clients, you need more leads. (prospects who raise their hands and agree to learn more about you/your product) But let me ask you this,how many ways do have to get more leads into your business? For a lot of business owners, they will admit to having 4-5 at best. Bill Glazer who sky-rocketed his business sales to $100 million said that they have over 20 different, methods to getting new leads into the business, most of which were on “autopilot” and they constantly keep adding more ways. Your marketing needs to be a system that works even when you‟re not there. When your marketing is a system, you can start to predict how many leads are coming into your business each month/year – you track your numbers and this allows you freedom to test and grow.

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RULE #11 - Get Your Product Out As Fast As Possible by Setting up Must-Hit Deadlines “Create desire and have that fuel persistence and determination long-term” – Napolean Hill

Setting a deadline for accomplishing a project or product gives unbelievable focus. Think about this: If a major sponsor who promised to give you R1 000 000 said you had to release your product within the next two weeks or the deal is off - how would you respond? You would all of a sudden start planning your way around the deadline. You‟d focus on the most important aspects of your offering & leave out the unnecessary extra‟s. You‟d plan your daily schedule and implement rigorously. Internet millionaire Yanik Silver‟s first product was a manual for cosmetic surgeons on how to get more clients. Since he had been working with them in his father‟s business, selling medical supplies, he decided to create an ad about it and 10 doctors requested more information. Out of those 10, 1 doctor ordered. Yanik wrote back to the doctor saying, “I appreciate your order. This is going to be republished. We won‟t be charging your credit card until it‟s done. You should expect it in 30 days. Thank you.” He now knew he had a product idea that someone wanted to buy and had a 30 day deadline set in order to complete creating it. He worked arduously on it, some days sleeping at 3am. Afterwards he had something which he could keep selling whilst make better and better. P a g e | 29

Setting deadlines helps improve your planning process, promotes a sense of urgency, and forces you focus on what‟s important.

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RULE #12 – If You Love Doing Something For Free, Figure Out How To Get Paid For It. “Scratch your own itch…” – Jason Fried (Author of Best-selling book „Rework‟)

As Corny & clichéd as that sounds, it rings very true. When you pursue passion or purpose, it doesn‟t feel like work, and if pot holes come – they won‟t easily deter you. Best of all, you getting paid to do something you wouldn‟t mind doing for free. And if you do get paid, Jackpot! You‟re now making money for something that‟s driven in your life‟s purpose; something that is your passion. This is perhaps the most important balance you can ever strike whilst doing business.

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RULE #13 - Slap The Devil‟s Advocate In The Mouth “Entrepreneurs work like most people won‟t, so that they can live like most people can‟t ” - Unknown

In the movie The Pursuit Of Happyness, Chris Gardner tells his son, (who at the time mentioned that he wanted to play in the NBA and go pro as a basketballer) that if he has a dream he needs to protect it. I felt that it resonates so well with business as well. The most fragile part of any business idea is at its development. If you make the mistake of telling the wrong people about your idea, they will give all the reasons in the world why it won‟t work. And for a lot of entrepreneurs, without confidence, their ideas will die along with their self-esteem. Look, it‟s important that you let your idea be tested by your market, & not by the opinions of negative people. But especially when you first have an idea, be careful who you tell it to. The best person to tell your ideas to are your mentor, coach, or business partners. When it comes to family & friends, be very picky as some people will just want to „crash‟ your idea because they haven‟t done or thought of anything as ambitious to rival that. You need to protect your confidence early on, and so if it means protecting your idea from others when you start, so be it.

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RULE #14 - Study The History Of Your Market. “You‟re only as good as your last sale” – Ryan Lee

How did people in your field sell & market themselves 10, 20, 50, 100 years ago? What worked and what didn‟t? Which were the most successful companies in your industry in the early 1900‟s and why? How were they doing things differently from competitors? What you will find is that the tactics and strategies might have changed as time went along but the Principles stayed the same. This is important. It doesn‟t matter what tactics you use, if you understand the principles, then you are already a step ahead of the rest.

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RULE #15 - Do One Thing At A Time. Multi-Tasking Is Not Effective. “Multi-tasking lowers people‟s IQ more than smoking marijuana” – Tim Ferris (blog)

The main problem with multi-tasking is that you‟re spreading your focus. Yes it may feel as if you‟re getting more done, but the quality through which each task is being done is less. If you have more than one task to do, you want to carry out the most important, highest income-producing task and delegate the others to your team. Tim Ferris author of best-selling book 4 Hour Work Week, said in his one interview that he usually has two most important tasks for each day – one of which he gives to himself to do, and the other to his VA to do.

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RULE #16 - Focus On Your Big Wins “Formula for success: Rise early, work hard and strike oil” – Jean Paul Getty

If you set a goal to make your first million, you going to want to cut that into doable, measurable chunks. These are called your Big Wins, a phrase coined by “I-will-teach-you-to-beRich” blogger Ramit Sethi. Basically, you need to set smaller, bit-sized measurable goals that, when achieved, produce for you results that you can see and experience. Your big wins are your projects and tasks that produce performance feedback. Your Big Wins are your milestones. If you want to make a million, your first big win would be R100, then R1000, then R10 000, and so on. It‟s all about your approach. Focusing on big wins builds momentum. Once you hit your big win, it‟s easier to go for your next one because of the confidence you have gained from the previous win. The “Big Wins” approach goes hand-in-hand with the S.M.A.R.T. objectives dogma. In other words, your next Big Win needs to be Specific, Measurable, Achievable, Realistic, and Timely. Focusing on your Big Wins gives you confidence. And you use that confidence to build and create new milestones to achieve.

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RULE #17 - Do Not Confuse Being Busy With Being Productive “Focus more on becoming Effective than becoming Efficient. Being efficient is doing things right, but being effective is doing the right things” – Unknown

There is a difference between being busy and being productive. Don‟t fall in the trap of working long, arduous hours and then praising yourself for working so „hard and long‟. What you really should be asking yourself is “what did I achieve in this time?” Do I have any significant results to show for it? Have I finished the task I was supposed to do in this time? In fact, studies show that those working long and hard hours are less productive than those who work more short yet timed hours. It‟s all in how you plan and use your time.

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RULE #18 - Understand That Time Management Isn‟t About Managing Time As It Is About Managing Yourself “It‟s not about how many hours of work you‟ve put in, but about how much work you‟ve put in an hour” - Anonymous

The time management myth says that you need to manage your time. But the truth is that you cannot actually manage time – nobody can, because you can‟t control it. The key is to learn how to manage yourself. If you lose money, you can always make it back. But if you waste your time, it is gone forever and you can never get it back. Learn to monitor how you use your time and what you‟re doing during the day. It‟s not about how many hours you spent on that project, but how much results you have produced from that time spent. Sitting in front of your computer for 3 hours, reading through emails, checking facebook notifications and sending your friends whatsapp messages evey 5 minutes is not an effective use of your time. Whenever I‟m working on an important project, I usually set myself little 15 minute goals – every 15 minutes I reflect on what I have done in the last 15 minutes and then set another target for the next 15. I keep looking at the clock, and it helps me keep on track and steadily finish the project. You are the leader and have the most influence in your business, your time is going to be your most valuable asset – Learn to leverage it wisely.

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RULE #19 - There‟s No Such Thing As The “Perfect” Business. Deal With It. “Perfection is an illusion” – G. Mogale

There‟ll always be one more email in your box that you want to get through. Chances are you‟ll get an unhappy customer who thinks your service is not good enough (even if it is). As it runs, sometimes you‟ll get technical glitches, things won‟t go according to plan, you‟ll miss a deadline. My point is that you shouldn‟t beat yourself up because your company isn‟t as “perfect” as you want it to be. Or moreso, that you shouldn‟t wait until your next product is “absolutely flawless” before you release it. Perfection is an illusion that we chase. I say instead of focusing on Perfection, rather focus on the Process of Perfection. Keep making your product, service, business better – improve as you go along. Aim for excellence and superiority but realize that success is a journey not a destination. You will always find something in your business that you feel needs to get enhanced, and that‟s ok. For me, perfection is a business that continuously innovates and constantly gets better, and always focuses on being the best, not perfect.

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