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MY NOTE TAKING NERD“Giving You The Edge”What My Note Taking Nerd Learned FromEben Pagan’s Get Altitude Training

My Note Taking NerdEBEN PAGAN – GET ALTITUDE TRAININGDVD 1THE BUSINESS SUCCESS SYSTEMYou Your Market Your Marketing Your People Your Systems Speed of Implementation (Time between you hearsomething and put it into action) Key to Success Most business problems root problem not being able to understandthe perspective of another human being and behaving through that - "see through" Put all your focus on the other person, Find out what they want andthen create it and ask "do you want this" vs. 'selling', Let THEM (not you) be the smartone and be the important one, Create the idea and emotionally detach from it andjudge it on its own merit in the marketplace vs. emotionally invest in your idea,reinvest/compound interest/long-term vs. spend/consume now/short term, Focus onone thing to completion vs. multitask, Do one thing way better than 'well' and havepeople do the other stuff vs. Do everything well, Let the opportunities go by and don'tget distracted vs. grabbing all opportunities. Look for the thing that is not obvious - that is counter intuitive BECOUNTER INTUITIVE GETTING ALTITUDE getting out of your perspective. "Every nowand then go away, have a little relaxation, for when you come back to your work yourjudgment will be surer. “Go some distance away because then the work appears smallerand more of it can be taken in at a glance and a lack of harmony and proportion is morereadily seen." - Leonardo da Vinci VALUE ’S PROFIT - Like Warren Buffetts Investment Style.By gettingthe Value and fundamentals CORRECT, it will reflect in the 'money'. The Value and thefundamentals are in the underlying structures and conditions, and the money is just oneway of monetizing the value. BE SMART enough to know you're getting lucky' - be open to'discovery' versus just planning and creation of how it 'should' go.be open todiscovery ARE YOU Preventing success? Emotional estimation (i.e. in hiring costly, - ARE YOU HIRING BECAUSE YOU LIKE THE PERSON OR BECAUSE THEYARE RIGHT FOR THE JOB? This is emotional estimation versus logically thinkingsomething thru.2

AS BUSINESS OWNERS WE TEND TO ONLY BESeeing/Seeking validation (I.E. only seeing where we're right) HERE IS THE KEY TOSUCCESS! Data DrivenDecisions BY; TESTING, MODEL THE RESULTS, AND PROJECT If you get the target market right and products/services you sell to themmarketing almost takes care of itself. If you get the right people - they will drive the systems That leaves YOU to drive the Marketing and People Get the Market and People right, test the hell out ofeverything and then scale what works. Remove friction and blocks Create conditions and structures.CONSTANTLY BE LOOKING FOR AREAS OF FRICTIOIN IN YOUR BUSINESS ANDOPTIMIZE THEM."The aim of marketing is to know and understand the customer so well that theproduct/service fits him and sell itself" - Peter Drucker Customer avatar - when you really understand your customer you can createthings that really speak to your customer Create a customer avatar - Create a business avatar and then create a dialog/conversation between them with a timeline betweenwhen they meet and you script it out. THIS IS CRITICAL. YOUR CUSTOMERAVATAR SHOULD HAVE A NAME, DEMOGRAPHIC, AND YOU SHOULD LISTEVERYTHING YOU KNOW ABOUT THEM. You have to feel what your customer is feeling to communicate with them sothey actually feel 'wow, someone gets where I'm coming from'.the first place you should go is'use case thinking' ("if I was this person, this is how I would feel") Something magic happens when a person feels UNDERSTOOD - when aperson really feels understood they have the emotional suspension of disbelief. (i.e. using SPINselling - situation, problem, implications, payoff) "What would make my prospect feel understood?" You only talk to the KEY qualities OF YOUR AVATAR/CUSTOMER, and not talkto the rest or else you will lose 60% of the audience.connect vs. disconnect.and when youcreate your customer avatar it's a construct in your mind that everything you do in your business(every time creating a product, service, marketing, communication, anytime putting anything outinto the world) you run the simulator and talk to your avatar and you're seeing if it's a connectwith all of those conditions/similarities. By doing this and talking to the avatar whenever you'rewriting or creating a product, it resonates with everyone 80% of the time.and when you'restarting to do this ask: "What is my customers biggest fear or frustration right now?" "What is yourcustomer embarrassed to admit even to themselves?" "What's the conversation going on in theirhead?" - irrational3

.to grow your business you need to increase thenumber of customers but you can lose track that eachcustomer is an individual and wants to connect with anotherindividual - not a business - and in order to communicate powerfully anddirectly with the masses you must first figure out what all of your customershave in common so you can use this as a customer template for 1:1 dialoguesand communication. .until you can feel the gut level reactions your customer isfeeling so you can talk to those EXPERIENCES and communicate it with allthe body language involved etc ("have you ever lost your cat? didn't it suck?" vs."I remember when our cat fluffy ran away and my daughter was looking aroundthe house etc.") Don't just create a product/service - create a category*** 2 Top Sales Abilities:1.Ability to qualify the buyer better (qualify)2.Ability to build trust faster (build trust)CREATE YOUR CUSTOMER AVATAR:WHAT DO THEY LOOK LIKE? WHAT ARE THERE BIGGEST FEARS? WHAT ARETHEY SAYING TO THEMSELVES RIGHT NOW? WHAT IS THERE NAME? ECT.4

DVD 2 Avatar - it's okay to narrow (you can have several avatars) Business Friend customer.if you were theirfriend/trusted advisor, what would you say etc. how would you act? How people make friends unconsciously andemotionally:1.attention2.connection (i.e. "you like marketing, I like marketing!You like xyz, I like xyz".a connect)3.commitment (this is someone I want a relationship with)4.Action THE CUSTOMER WANTS YOU TO PAY ATTENTIONTO THEM, AND CONNECT WITH THEM, AND COMMIT TOTHEM, AND DEMONSTRATE THAT COMMITMENT WITHACTION - broken business processes have pieces of this process absent.Broadcast the spirit of what you communicate with "I'm going to pay attention toyou, I want to connect with you, and I'm going to make a commitment to helpyou get the result you're looking for - delivering you from the pain to thepleasure you want" WE LIVE IN THE attention economy, connection economy,and commitment economy rolled into one. Value IS The emotional drive that you feel when you wantdeliverance from pain into pleasure is a form of currency. You need to translatethis 'result/benefit' that the customer wants into a currency you can use. The commondenominator form of currency is 'money'.so how much 'money' would it be worth to have thedeliverance from pain - whatever it ends up being? (i.e. freedom from hip pain) And you'relooking for where the lines cross and it becomes a no brainer.then - how can you translate thatcurrency into real world terms? How do you describe their pain in a way that lets them know youunderstand it and it is something you can trade them money for relief for? You need to create abridge between these 2 different worlds. "How can you create an alternate currency with the pain and urgency or theirrational passion that your prospect is experiencing that you can then talk about in real terms as ifit were real?" ***"What is the currency of your customers?"*** When dealing with this currency, some forms of marketing work well:1.education2.communicate in a way that allows the prospect to feel like theirmaking discoveries, let them just a little ahead of you so they have the discovery**** Give away 100 to a million people and then ask for 10 in return5

Ultimate marketing is often allowing your prospective customersto experience your product/service - what can you give away to yourprospects as a sample/starter that is easy to distribute is mass quantitiesbut carries massive value? What are the most valuable silver bullet techniques you'reever discovered? That if you try it, it works every time and you ought tocharge a million dollars for it. Write down your magic bullet ideas and techniques.Howcould you offer a sample, consultation, free analysis and how could you deliver these at a lowcost to masses of quality prospects? Take these best idea/technique and put it in somethingeducational on your website (report, audio, video etc.) Results the power of virtual team, you don't see all theactivity, you just see the RESULT.star players are results oriented Stars that fit archetypal personality types - creatives (creative anddesign work), business persons (admin and business person), deal makers(deals). "FROM HOW TO WHO" Seeing only validation and emotional estimation problems("employees suck" you suck at hiring them, "I hate my team" you seeking all the things youhate about a team and picking up on that, "I like this person" hiring costly, Hiring cause youwant to help them bad, Hiring someone because they're like you bad, Seeing only the goodin people instead of seeing they're fucking up the business bad.) Stars screw up -- they already feel bad, so ask "what's the lesson youlearned? Good, better now then when we're 5 times the size".you could say "how could youscrew up you idiot?" but then they become not caring about screwing up cause they see you asa jackass boss bastard and you deserve it. Treat your stars with respect, low drama. Whenstars screw up, you support them because they grow your business. You need 4 people in business: customers - star customersteam members - star team memberspartners / other business you work with and have arelationship with / vendorsMentors / advisors - star mentors.instead of wanting to screw you, having star customers and so forth makes your life easy sinceyou both want to help each other. Star customers team members and partners and mentors have a totallydifferent outlook on life and paradigm.it's the difference between Cause and Effect. C is greaterthan E. Stars are separated from the rest of the world in one way because:they see themselves at CAUSE, they see themselves as CAUSEShappening, I effect the world vs. non stars see themselves atEFFECT/victims/powerless/they can't make things happen.and you can hear and see it inthe way they communicate If Someone’s Entrepreneurial will probably end up leaving your company, sowatch for that.6

Some People: - believe they can change themselves and theircircumstances. - driven to evolve, develop, learn. they have emotionaland social intelligence.See: http://en.wikipedia.org/wiki/Emotional intelligencehttp://en.wikipedia.org/wiki/Social intelligence- want to create and contribute to others and to something biggerthan themselves.- are comfortable with who they are and are authentic.- are optimistic.- live in a friendly, abundant, opportunity filled universe. You can change people - but it's a horrible ROI - don'ttry and change them. you need to be honest and find another rolefor them.the mistakes are thinking everyone’s the same or everyone’s different, but youought to start with INTRINSICALLY motivated people and not focusing on howto extrinsically motivate people through HR methods - because it's hard enoughrunning a business and figuring out how to trade customers value for money, letalone starting out from behind the gate trying to extrinsically motivate your staff. Youmade an upstream hiring mistake if that's the case.KEY THOUGHTS:7