The Way of the Radical Business the Inner and Outer Game of Growing Your Conscious, Green, Community Minded Business

the way of the radical business the inner and outer game of growing your conscious, green, community minded business An Exclusive (and Augmented) Tele-Seminar Transcript from Radical Business © tad hargrave radical business www.tadhargrave.com The Way of the Radical Business - www.tadhargrave.com 1 The Zen of Attraction by Thomas J. Leonard 1. Promise nothing. Just do what you most enjoy doing. 2. Sign nothing. Just do what doesn't require a signature of any kind. 3. Offer nothing. Just share what you have with those who express an interest. 4. Expect nothing. Just enjoy what you already have; it's plenty. 5. Need nothing. Just build up your reserves and your needs will disappear. 6. Create nothing. Just respond well to what comes to you. 7. Seduce no one. Just enjoy them. 8. Adrenalize nothing. Just add value and get excited about that. 9. Hype nothing. Just let quality sell by itself. 10. Fix nothing. Just heal yourself. 11. Plan nothing. Just take the path of least resistance. 12. Learn nothing. Just let your body absorb it all on your behalf. 13. Become no one. Just be more of yourself. 14. Change nothing. Just tell the truth and things will change by themselves. The Way of the Radical Business - www.tadhargrave.com 2 the way of the radical business Section One: introduction & welcome Section Two: the new conscious economy Section Three: how to grow your conscious business Section Four: question and answer Section Five: the principles of pre-eminence: 7 principles to becoming a trusted advisor (an exploration into deep marketing theory) Section Six: the horrible hundred+ (diagnostic) Section Seven: the radical 180º (diagnostic) The Way of the Radical Business - www.tadhargrave.com 3 Section One: introduction & welcome The Way of the Radical Business - www.tadhargrave.com 4 In March of 2006 I hosted a very special, one-time-only call where I spilled the beans on my overarching perspective of marketing. I gave a birds-eye view of how I see the process. I had an overwhelming response of people wanting to get on the call. Below is a complete, 41page transcript of that call. I hope you enjoy and find it useful. Introduction & Welcome: Welcome to the call everybody. My name is Tad Hargrave and this is a call hosted by Radical Business. Gosh, we’ve got a lot of people on this call. We’ve got people from Brooklyn, Sacramento, Calgary, Edmonton, Halifax, Mahone Bay, Dartmouth, Fairfield, Iowa; Spokane, Washington; Toronto, Seattle, Kitchener, Waterloo, New Castle, Port Angeles, Des Moines, Gent, New York; Eugene, Oregon; Kenmore, Alberta and Montreal. So we’ve got a huge, wide range of folks on this call. The reason I’m doing this call is because in the last few months really since I would say November, and in November, I’ve been having a real sort of renaissance and a lot of shifting in my thinking around marketing. I don’t know of anything new but it’s kind of been re-contextualized. What are you going to learn? Well, here’s a sample: o a brief - but crystal clear - breakdown of who this new ‘green market’ is (and a definitive answer to the question of if they’re willing to pay more money for ‘green’ products or services) o the difference between your inner and outer marketing game (and why more than half of you are focusing on the wrong one. o depth marketing - the four levels of your inner and outer game o the two elements that make up a strong niche o the three critical components of a strong niche o the three secrets of crafting an irresistible offer o the seven types of hubs you can use o the three must-have qualities of a good hub o the twenty principles of word of mouth marketing o the three core components of any word of mouth marketing you will ever do o a few quick cash-flow secrets that could increase your cashflow by 10% overnight. And I think that’s very conservative. The Way of the Radical Business - www.tadhargrave.com 5 A lot of that I have to credit with my friend from Seattle, Dominic Canterbury who some of you know. His web site, if you ever want to check it out, is www.DC-Strategic.com. That’s DC as in Dominic Canterbury-strategic.com. He’s a word of mouth marketing specialist. He and I ended up leading a marketing training together in Seattle that some of you actually attended, and it was interesting. We never actually met before I went to Seattle. I just had heard about him, called him up, and grilled him on his politics for about half an hour. He wasn’t radical but he was progressive enough, we decided to do a training together. I really liked a lot of what he had to say. I’ve been fiddling with that material on my last two marketing events. A Bit About You: Do you feel frustrated and overwhelmed at the thought of handling your marketing? Being real, business can be hard. Again: 95% of businesses go under in the first ten years. If you’re feeling like it’s a struggle - you’re not crazy. It can be so hard. I know that for many of you, there’s the pressure of debt growing higher and higher and the feeling like there’s a million things you have to do - without the support to do them all. You’ve got lots of ideas but only so much time. And some of you have put in so much time but it’s still not working and you find yourself saying to yourself, “How can I put all of my heart and soul into something that feels so right, that’s doing so much good and yet nothing happens? Is this what I’m supposed to be doing? How can I put in so much effort and nothing happens? I put ads everywhere, I email me list and yet there’s NO response. I put out brochures I spent a fortune on and NO response? And then sometimes, when I’m doing nothing, a flood of business comes. Does it even matter what I do?” I know that many of you have sort of, ‘lost money trying to make money’. You’ve sacrificed a lot to get to where you are now. And the most frustrating and confusing thing is - you don’t know what to do to fix it. You don’t know where to go from here. You don’t see a clear relationship between your own actions and the results you’re getting. Let me ask you honestly: o Find it hard to fit marketing into your schedule? o Avoid networking, writing and speaking? o Think small about what your business can achieve? o Start a marketing plan and then abandon it? o Complain that business is slow and the economy is to blame? Are you feeling a bit hopeless and helpless? Have you maybe settled for where things are at? So, let me start off by saying this: You aren’t crazy. You aren’t alone. The Way of the Radical Business - www.tadhargrave.com 6 In fact, I’d like to tell you a story . The Backwards Dentist from Australia Most people don't realize it, but the dental profession has one of the highest depression and suicide rates of the entire medical industry. Let's face it: nobody likes going to the dentist. Most people associate a tremendous amount of pain to the thought of seeing the dentist. After all, you only see the dentist when you're in pain. And then . they cause you more pain. It isn’t easy having a job that makes people wince at the mention of it. But, I digress – let me tell you a true story: There is a dentist in Australia named Paddi Lund (www.paddilund.com), who was beginning to feel extremely depressed and seriously considering taking his own life. Here’s what one of his associates had to say: Have you ever had a hard day in your business? How about a hard month? Or a hard year? Well, Paddi did. Quite a few of them, in fact. A whole string of stressful days and worrisome nights while, like most of us, doing everything he could to build his new business. Early in his career as a business owner Paddi, o Borrowed as much money as the bank would allow to fit out his practice, o Put up as big a sign as he could get awaywith at the time, o Worked all the hours he could squeeze from a day – 6 sometimes 7 days a week, o Took any warm body that graced his doorstep as a client, o And hoped like hell they’d appreciate his skills and expertise enough to buy his dentistry. After about 5 years, Paddi was doing all right – he had several thousand clients and was, packing, filling and slinging amalgam like it was going out of fashion. He was just ahead of the bank draft, but he was a bit tired from the constant effort. After 10 years Paddi had a nice house and ate in nice restaurants, but he was getting a bit ‘thin’ and jaded. After 15 years, despite a healthy bank balance, he was on the edge … and he eventually toppled over it. He had a break down. Literally, his business broke him! As you probably realise, Paddi recovered and in a spectacular way (for the full story listen to Paddi tell his story in his own words at http://www.solutionspress.com.au/page.asp?nid=yzltpp&name=AudioAndVideo _OriginalPaddiAudioStory) but not before he went right to the very depths of his The Way of the Radical Business - www.tadhargrave.com 7 misery and pain, and of particular relevance to us, wondered how on earth his business had managed to bring him to this point.

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