“90 Day Goal Setting “

In this episode we’ll be showing you a MUCH more effective way than simply saying “I’m going to join the gym this year” or “I want to grow my business in 2017” that will get you achieving more in the first 3 months of the year than most people do in 3 years.  We’ll look at our strategy for hitting our 20 year plan, our goals and how we keep ourselves on track.


Below is the transcription of our podcast for you to read through if you prefer:

John:                     Hey, hey, everybody. Welcome back to episode five of the Big Audio Podcast. My name’s John. I’m here, as always, with Jason.

Jason:                   Hello.

John:                     It is our job, as always, to help small businesses think bigger. As always, we are filming this is in front of a live Facebook audience. If you’re not already in the group, then head over to Facebook and search. What do they need to be searching for, Jason?

Jason:                   Big idea podcast.

John:                     That’s on Facebook.

Jason:                   On Facebook, yup. Just search, search box, Big idea podcast. Find the group. Ask to join us, and we will then approve you, and you’re in.

John:                     You can watch our beautiful faces every Monday, lunch time, as we record this podcast live in front of a live Facebook audience, which is scary. It’s worked very well. If you’re watching it live, you can ask us any questions you like live, and we’ll try not to be put off by you, whilst we’re actually recording this.

You can also give feedback on each episode. If there’s anything you particularly liked or you don’t like about an episode, let us know. If you’ve got a question that we’ve not answered, we can answer that for you after the recording. Keep the conversation going and let us know what you want to talk about in future episodes. Finally, a final bit of housekeeping, we will also be putting up all show notes on the website, which is BigIdea.co.uk/podcast.

Jason:                   Keeping it simple.

John:                     That’s right. Today’s topic, we are going to be looking at goal setting.

Jason:                   I preferred your longer title.

John:                     What was that? Change your ways in 90 days.

Jason:                   Yeah. Okidok.

John:                     Given my little teaser there, but this is a slightly different take on goal setting, because obviously, we’re releasing this podcast in the first week of January. We’re actually recording it just before Christmas. This is the optimal time of year that everyone does their annual activity. They set their new year’s resolutions.

Jason:                   New Year’s resolutions. New me. New year.

John:                     Yup.

Jason:                   What are we going to do this year?

John:                     Brand new start.

Jason:                   Let’s lose some weight. Let’s crack the alcohol problems. Let’s spin the chocolate. Let’s not do bread or potato or pasta. There’s hundreds of things that people come up with, isn’t there, for their New Year’s resolution.

John:                     It does. They work, don’t they?

Jason:                   They do work for the first two, three weeks.

John:                     Maybe.

Jason:                   Maybe if you’re lucky.

John:                     I mean, you know, if you’ve ever been to a gym in January, it’s rather busy, isn’t it?

Jason:                   It’s impossible to get into.

John:                     Then if you’ve been to that same gym in February, it’s …

Jason:                   Easier.

John:                     Quite a lot easier. It’s kind of zombie apocalypse. It’s like, “Oh, where’s everybody gone?” I think the reason for that, well there’s a couple of … But goal setting shouldn’t be an annual activity. It’s not something that you do once a year. There’s only one person I can think of that’s had any success with just having a New Year’s resolution. That was Arnold Schwarzenegger. He would, every new year’s eve, would write index cards, “This year, I will become a Hollywood movie star.” Literally, he would put these index cards every year and he would achieve his goals, “I will become governor of California.”

Jason:                   [inaudible 00:03:41]John:                     No, I’m going to leave it there.

Jason:                   Let’s do the whole episode in Arny talk.

John:                     Well, maybe. I don’t know. I mean we can do it next week, because I’ll be back next week.

Jason:                   There’s no end, is there?

John:                     There is no. Yeah. Arny’s the only person I can think of that actually achieves with any regularity his New Year’s resolutions. For him, I don’t think they are New Year’s resolutions. I don’t think they are, “Well here’s what I want to change about my life this year.” Then I won’t look at them until 364 days have gone past, and I’ll look at it again next year. I think for Arny, they are goals. They are actually it’s a new calendar year. Here’s what I’m going to achieve that year. When he writes those index cards, I don’t think they get chucked away in a drawer and then he doesn’t pull them out until December 31st next year. I think he’s referring to them all year round. “I’m going to win Mr. Universe.” Well he doesn’t sit there on New Year’s eve going, “I’m going to win Mr. Universe.” Then he’s sat there on the 5th of January, munching on Dorito’s, is he? He’s in the gym. You know?

Jason:                   So his is an annual plan, really, rather than just kind of a New Year’s resolution.

John:                     Yeah, I think so. He just happens to do it at New Year’s. Most people, they’ll sit there on New Year’s eve. They’ll go, “What do I hate about my life? What do I want to change?” Oh I’m going to change … I’m going to lose 20 pounds. I want to give up the booze. I want to give up the fags. I want to run a marathon. Then that’s it. It works fine for about two weeks. They got this finite resource of will power and they go, “I’m going to use will power to help me achieve that.”

What actually happens is over the course of the year, how does Arnold Schwarzenegger win Mr. Olympia or Mr. Universe? Via his daily habits of eating well, training hard, training right. How does he achieve election to the governor of California? Well via his habits and daily routines of networking, raising money, speaking to the right people, campaigning.

What most people do is they set these ridiculous goals. When I mean ridiculous goals, but just I’m going to lose weight. That’s a vague goal. Then they go, “Right. How do I lose weight? Oh I know. I’m going to eat salad and run three miles a day, everyday.” Yeah, if you do that for 365 days, you are going to be super healthy by the end of it.

If you haven’t got the desire to do that, as we’ve talked about in a previous episode, and you’re relying entirely on your will power of, “Well I kind of want to lose weight. What I’m going to do, I’m going to go really hard in and I’m going to do this.” What happens is actually you just fall back into your old routines. Instead of running three miles a day, everyday, you may be run two miles twice a week. Then well actually maybe once a week. Then maybe I’ll just walk for a mile. Actually, perhaps i’ll just walk upstairs. Then I can’t be asked today.

You’ve gone from eating salad every day to I’m sick of salad after four days. I’m just going to eat something … I’m going to eat a grilled chicken breast every day. Then that turns into a chicken curry everyday. Before you know it, that turns into a takeaway on a Saturday night. Your habits and routines just fall straight back into the old routine until you get to December 31st. Once you’re on December 31st –

Jason:                   You celebrate the year you’ve just had.

John:                     Or you make the same goal again.

Jason:                   And you look forward to the year ahead.

John:                     Yeah, exactly.

Jason:                   Yeah, you make some more goals. That’s it.

John:                     Everyone sets these goals on New Year’s eve. Having goals is really important, truly, as I say, given the example of Arnold Schwarzenegger, he has achieved everything that he could possibly achieve in [inaudible 00:07:53] different sectors. Whether that’s in body building, you know, you can say, he won Mr. Olympia. He won Mr. Universe. Whether that’s in acting. He went to America as someone who doesn’t speak English, doesn’t have a particularly nice accent, and said, “No, I don’t want to do bit part roles, where I’m bad guy number three. I want the lead roles.” He achieved that.

He then said, “I want to do comedy,” and he did that. He became a millionaire in property before he did any of the films. He’s achieved the highest office in American politics that he is capable of doing, because he’s not American born. He can’t be president. Governor for California, that’s as high as he goes.

He didn’t say, “Well actually, I’m going to work my way up. I’m going to get a little job as an assistant here. Then I’m going to maybe work my way into the senate. Then I’m going to work my way up to the assistant to the governor. No, he just said, “What’s the highest I can do?” Governor of California. “Right, that’s what I’m going to do then.”

Having goals is really, really important. It is the first of my magic ingredients of success, which I don’t know if we’ve talked about in a few weeks now, but we are going to cover next week in full so … We kind of glossed over a few of these now. We’ll look at that in depth next week. Having goals is definitely one the very first ingredients of success. You have to have goals. Having a goal isn’t enough. You can’t just say, “I’m going to become Mr. Olympia.” [inaudible 00:09:35] his first goals. Having that goal isn’t enough. He’s got to actually do the habits and routines and daily grind to get to where he wants to go.

The point of having a goal is to know where you’re heading. It’s kind of like a sat nav. It won’t take you to your destination. You have to drive the car, but it will tell you how to get to your destination. It will regularly check your position to see if you are on track. Well that’s what your goals should do. It’s very difficult to do that if your goin is I’m going to lose weight this year. I’m going to grow my business this year. It’s completely vague. It’s far too long a time scale.

I prefer using 90 day goals. Literally, every three months, I’m sitting down and doing goal setting for the next three months. It’s a short enough time frame that it’s not overwhelming. You’re not sat there thinking, “Right.” For most people, they could, if their desire was hard enough, they could double their business in 12 months, but that could be overwhelming. Whereas if you would say, “Actually, could you increase your business by 20% in the next 3 months?” “Oh I could do that. That’s quite possible.” You could, if you wanted to. Whilst it’s a short enough timeframe not to be overwhelming, it is a long enough timeframe to make a difference. Most people … I’m going to get this wrong now. Most people underestimate what they can achieve over a long period of time. They can overestimate what they can achieve in a short period of time.

90 days is long enough to achieve something. You’re not going to change the world in 90 days, but you can make significant differences. If your desire was high enough, you could lose 5 stone in weight in 90 days. Obviously, you need to be quite overweight to begin with. The average person couldn’t lose that sort of weight in that sort of time scale. For most people, I think, if you’re looking to say weight loss, well let’s lose 20 pounds in 90 days. Is that possible? Yeah, it’s tough. It’s achievable, but you’ve got to link those goals to the desire again. We talked about this back in episode two, I think it was. It’s no good being quite nice to lose some weight, but it would be quite nice to lose some weight. Wouldn’t it? That’s what I’m going to do. That’s my goal, because that would be quite nice.

Jason:                   Yeah.

John:                     That’s no good, is it?

Jason:                   Exactly. No, you need that desire.

John:                     What we missed out of episode two was the hell yeah, I’m going to lose weight attitude that you kind of need.

Jason:                   Yeah. It’s either a hell yeah, I want to do this, or no, I don’t. There’s no in between.

John:                     Yeah, no it’s kind of … Again, if you don’t have the desire, then you’re going to rely on will power. As we’ve talked many, many times. Will power will not get you there. Will power will see you go into the gym three times a week for the first three weeks, and then gradually easing off and probably stopping. Desire will have you going to the gym everyday if that’s what you need to do. Desire will have you eating properly or getting a personal trainer or getting someone to hold you accountable.

I think a key thing for that is if you’re looking at will power versus desire, when you’re planning your goals, ask yourself, “Why do I want to do this? What does it matter that I want to lose weight? Is it because I want to feel better about myself? Is it that I hate the way I look? Is it that it’s affecting my health and I’m aware of my mortality to spend time with my friends, my family, my children?” Then that will help you find where the desire lies, and if indeed, the desire lies there. If you have actually got no desire to lose weight, to grow your business other than society expects you to, well you have not the desire there, so you’re not actually going to do what’s necessary on a daily basis to achieve that goal, because, and I talked about it with previous episodes with Alan Sugar and Richard [Brownson 00:14:36] is that I was following their goals.

You’ve got to follow your own goals. If your write down [inaudible 00:14:42] I’m going to lose 20 pounds in 90 days, because I’m going on a holiday, or I’m going to have photos of me with my top off, or I need to achieve X weight for an op, because I’m carrying too much weight, and there’s too much stress on my knees. Yeah, I’ve been warned by a doctor that I need to lose this weight. What is the reason that you want to actually achieve these goals? What will it actually do for me? What will it actually do for my family? What will it give me and my family?

I do still have annual goals. I partake, not necessarily in New Year’s resolutions, but I planned out 2017 already. I’ve got a vision board. It’s full of all the stuff that I want to achieve in 2017, but that’s not where my goal setting lies. That is almost my plan for the year. It’s almost like a wishlist of this is what I want to achieve. That’s my overarching … Again, it’s relevant to the sat nav. It’s kind of looking at, “Well that’s my overall plan. That’s where I’m headed in 2017.”

“I want to go to Scotland. We’re in Plymouth. I want to go to Scotland. That’s my 2017 plan is to go to Scotland.” The first three months of the year, I need to plan how do I get out of Plymouth. How do I head in the right direction to Scotland? I’m not saying, right, how do I get to Scotland in 90 days. Actually that’s possible, but I’m using a metaphor there.

What I tend to do is I have the 90 day goals. They keep me moving in the right direction towards those annual goals. I set three goals per 90 days. They’re pretty big goals. Nothing that I could achieve in a few days. They all require pretty big effort, lots of moving parts come together, but they are big things that will move my business or my life forward. What I then do is I then break down those three goals further. I then got a monthly three goals. That’s 3 goals for 90 days, and 3 goals every month. That basically will help me achieve the overarching goal.

As an example, for this first quarter of 2017, my big 3 goals for the next 90 days are to launch a podcast, write a book, and relaunch a website. Those are three pretty major things. They’re not the sort of things that I could achieve in weekends or a few days just by [inaudible 00:17:37]. That requires some pretty hefty work.

What I then do is I can break that down and say, “Okay, what do I do in month one.” That’s what I’m going to do this quarter. I’m going to launch a podcast, write a book, relaunch a website. Month one, I start recording the podcast. Now you may have noticed you’re listening to a podcast. That means yes, I’ve started recording the podcasts. I’ve also in month one got the audio transcribed from the podcasts that I’m going to use in the book, so I started writing the book. Then we’ll also put together a step by step guide, or step by step list, what we need to do, what needs to happen, to relaunch the website. That is month one is goals, three actionable items that I can take that get me closer to my three 90 day goals, which will then keep me on track for my overall 2017 goals.

Month two, I will launch the podcast. Again, you’re listening to this, I hope, in iTunes now, which means I’ve launched it, which means I’ve done that. I’m talking to myself in the future. Good job, John. Well done.

Jason:                   Well done, John.

John:                     Month two, turn the first six chapters of the book from a draught into a finished article, and get the design and the structure of the website relaunch ready. Again, month two, I’m taking every step of those 3 90 day goals a little bit further along the line.

Month three, I’m marketing the podcast. That means, bam, I’ve achieved that goal. It’s recorded. It’s launched. It’s marketed. I’ve got 12 chapters of the book ready. I’m going to send it to an editor. That’s not going to be finished, because frankly, it’s going to take me longer than 90 days to write a book. It’s going to be a mammoth book, but I’m going to have 12 chapters, which is going to be about 25,000 to 30,000 words, written, sent off to an editor to come back, and then that will move into the next 90 days planned, will be the launch of the book. The final one for month three is to actually market and relaunch the website. Again, that one is all done.

When I’m planning out my week, for this week, for example, I can then just plan my days. I refer to my 90 day planner. I just look at it and say, “Right. It’s month one. What do I need to achieve in month one? Well I need to get podcast [inaudible 00:20:03]. Okay, Monday, 11 until 1, I’m blocking time for podcast. Okay. Wednesday morning, I’m getting the transcription back from my transcriber, and I’m in book writing mode. I’m turning a draught into a blog post. What am I doing Thursday, all day? Actually then we’re meeting with the designer, move the website forward.”

Everyday, I’m doing something that’s getting me towards … On a daily basis, I’ve got daily goals. Today I will achieve recording a podcast. Job done. My daily goal gets me closer to my weekly goal. My weekly goal may be to record, transcribe, and edit a podcast, maybe launch it, another one. That weekly goal gets me closer to my monthly goal. My monthly goal gets me closer to my quarterly goal. My quarterly goal gets me closer to my annual goal. My annual goal then gets me somewhat closer to my massive, super scary goal that is completely unachievable. Like Mr. [Cardon 00:21:09] was talking about how I’m going to get to $4 billion worth of real estate, well actually, the way you can do that is to break it down into annual goals, 90 day goals, monthly goals, weekly goals, daily goals, and just do something today that gets your daily goal achieved, which gets you closer to a weekly goal, which gets you closer to your monthly goal, which gets you closer to your 90 day goal, which gets you closer to your annual goal, which gets you closer to your 5 year goal, which gets you closer to 20 year goal, which gets you closer to your someday goal.

There’s many ways that you can make your goals more effective. The first one has got to be linking your desire to the goal, because as I said before, it’s no good relying on will power alone. Will power isn’t a finite resource. You will run out of it. Link it to desire. If you really, really desire a particular goal, you will do what is necessary to achieve that goal.

The first thing to do is write your goals down. We talked about Arny earlier. He wrote his goals down. He wrote them down on an index card. Boom. These are all scientifically proven. I don’t have the stats at hand, but it’s proven that if you write your goals, or people who write their goals down achieve them more than people wo don’t. You can make that even more effective once you’ve written them down by sharing them with a friend.

If I say to you, Jason, I’m going to lose 20 pounds in the next 3 months, then just the fact that I’ve told you that makes me more likely to achieve it, because all of a sudden, you can now hold me accountable to it. You can say, “When you see me at KFC on a Saturday night -”

Jason:                   Does that help you then, John.

John:                     Yeah, you can give me a little bit of a ribbing there. I know that someone else is aware of my goals. The way to increase it even more further is to increase it publicly, is to share it publicly, and to actually say it to everybody in social media. I’m going to achieve this goal. This is my goal for the next 90 days. Then you haven’t got one person of whom you’re accountable. Again, if you imagine you’ve got 500 people on your Facebook list. You say, “Right. My goal is to give up alcohol.” Then you cannot go into a bar where anyone on your Facebook list is likely to be and have a drink, because you know they’re going to say, “Oh, you’re off the [ruse 00:23:49]?” “Oh yeah, well. Yes, something happened there.” It’s just that social accountability.

The one I like best of all is write down your goals, share them publicly with everybody, and add consequences. This is the bit that I just think is genius. I always say, right, if I don’t achieve my goal by X date. Say I want to lose 20 pounds by the 31st of March 2017. If I don’t, then I will do something. There will be a forfeit.

One of the ones that’s always worked quite well, I think, is a fine or something like that. Think of someone or some thing that you particularly hate. We did a business growth meeting the other week. We were talking to some guys who said, “I really, really hate Margaret Thatcher.” We said, “That’s fine. Okay.” You can use Maggie as a tool to get your goal started. [inaudible 00:25:06]? Okay, so you want to lose 20 pounds by the 31st of March 2017. Okay, get your chequebook out. Just write a check for £500. Pay to the Margaret Thatcher Legacy Foundation. I will take that check off you. We’ll weigh you on the 31st of March. If you weigh this or below, we rip that check up. If you weigh that or above, I’m mailing the check.

Jason:                   [inaudible 00:25:42] Margaret’s legacy. I get it.

John:                     What it comes down to is basically fear of loss far outweighs the desire to actually gain things. Weight loss is a very popular one as well. There’s an example I’ve heard of of people who they all put in like £100. There’s a group of like eight friends. They all put in £100. I said, “Right. Whoever loses the most body fat or body fat percentage, because it wasn’t just pure weight, because obviously, the largest person could just lose [inaudible 00:26:13], but whoever lost the biggest body weight percentage won the pot.” They all achieved fantastic results. It wasn’t that they wanted to win the £800. It was that they didn’t want to lose their £100. I think that’s where a lot of slimming clubs work is that actually I don’t want to be showing up in front of my friends. There are consequences to not achieving your goal.

There is a website. I think it’s called stickk.com, S-T-I-C-K-K, so two Ks .com, whereby you can literally let them hold on to your money. There’s a referee there, whereby you say, “I want to achieve this goal. I want to increase my turnover by £83,000 a year, pro rata by the middle of July or by the end of July, which is my year end. If I don’t achieve that, I want you take £1,000 out of my account and send it to the football team that I hate.

It’s got to hurt. That’s the key thing, I think. If you put consequences in there that really hurt, then you will be motivated enough by the desire for the goal, but also the desire not to lose your money, and not for someone you hate to actually achieve it. If you’ve got very little money, it doesn’t have to be a monetary thing. Again, it could be, “Well actually, I need to lose weight, so I’m going to lose seven centimetres of my waist by the end of February. If I don’t achieve that, then I will post a picture of me in a mankini on Facebook for everyone to see.” Just literally put a forfeit in there. Put consequences, but it’s got to hurt. If you can just remember that fear of loss far, far outweighs the desire to gain.

Smart goals, we’ve all heard of smart goals, haven’t we?

Jason:                   We have.

John:                     Yes, we don’t like smart goals. Well I don’t. Smart goals are specific.

Jason:                   Specific.

John:                     Measurable.

Jason:                   Measurable.

John:                     Achievable.

Jason:                   Yup.

John:                     Realistic? No. It’s not realistic, because that’s the same as achievable. Relevant and time based. I was a civil servant. I hate acronyms for that exact reason. I’m sat here going what does the R stand for? Is it realistic? Oh no. Reasonable? No. I [tact 00:29:13] smart and I go for MT, which is measured in time.

So I will hit £375,000 turnover by the 30th of December. On the 18th of May, I will weigh less than 14 stone. It is specific. I will achieve this with this. Say a revenue figure, a weight loss figure.

Jason:                   It is [inaudible 00:29:40] specific.

John:                     Well it’s measured. It’s a specific measurement.

Jason:                   Okay.

John:                     It’s time based. On this date, I will have achieved it. I will achieve this by this date. There’s two [inaudible 00:30:00] here, because I’ve listening to Mr. [inaudible 00:30:02] recently, as you all know, but I’ve also been listening to a few other podcasts and a few other audio recordings. They talked about how high and how hard should you set your goals.

It’s very easy to set a goal that you know you’re going to achieve, but what’s the bloody point in that? We’ve been sat here with our mastermind group on a monthly basis. Occasionally, someone will do this, and it will just give me a little bit of a niggle, because I think, come on, you’re not actually pushing yourself there. You’ve set yourself a target. That’s great. You said, I’m going to hit this specific monetary target at a particular date. That’s great, but let’s look at your sales figures. You’re going to hit that easily. You’re going to hit that with six weeks to spare. Why bother setting yourself that target?

Actually, let’s push you. What needs to happen in order for that target to double? Your initial reaction’s like that is going to be … I can’t do that. That’s far too tough. Actually, no, let’s just get your brain thinking.

We met up with a guy last week, didn’t we, who is a tennis coach in London. He was talking about having a five year plan, a five year goal. It was a really, really, really safe plan that he was going to achieve no worries, because –

Jason:                   It was too easy to do.

John:                     Far too easy.

Jason:                   He just needs to continue what he was doing.

John:                     Exactly.

Jason:                   And I’m going to hit it at some point in the future, so that will be five years for me.

John:                     Yeah. Yeah, it was literally his goal was to achieve something in five years that he was going to achieve in five years just by carrying on doing exactly what he was doing now. I kind of questioned him. I said, “Okay, what would need to happen for you to achieve that five year goal in 12 months?” “Ooh, I don’t know about that. I’d have to start working four hours a day.”

Jason:                   Just do more work.

John:                     Okay. I said, “Well you got to developer [working for you 00:32:21].” “Yeah, I’ve got a developer working.” “He needs to work full time.” “Ooh, I don’t know if he could do that.” “Well maybe he could.” Literally, we opened up these neurons in his brain that he’d never thought of, because he just thought, “I’m doing what I do now. If I carry on doing that, in five years time, I’ll be where I want to be.” Actually just asking the question, “Well what needs to happen for that to be achieved in 12 months?” It just got him thinking in a very different way. My next question from there is, “Okay, if you achieve it in 12 months, what’s stopping you doing that in six months?” Back to the 90 day planning, what needs to happen in the next 90 days to get you on track forward to achieve that in 12 months, or to achieve that in 6 months?

Then there’s the flip side of that. I’m interested to hear your thoughts on this, Jason. What do you reckon … Because I know you listen to quite a lot of Mr. [inaudible 00:33:21] recently. I know his take on this, but I’m not sure on it. Should you set goals that you don’t know how you could achieve them?

Jason:                   You don’t know how you’re going to achieve them.

John:                     Yes, [inaudible 00:33:39] example was I want $4 billion worth of real estate. He’s got half a billion now. He’s got $500 million worth of real estate. He wants to basically 8x that. He didn’t mention a time scale, but he doesn’t know how to do that. He openly said, “I don’t know how to do that.” When he first started out, his goal was to open 2,000 apartments. No, 20 apartments, wasn’t it?

Jason:                   Yup.

John:                     He didn’t know how he was going to achieve that. He did achieve it. He said, he’s had a lot of success by setting these crazy goals that he doesn’t know how he’s going to get there, but hey, shoot for the moon, and you might just hit the stars, or vice versa, shoot the stars and you might hit the moon.

Jason:                   Yeah, to be fair. If you don’t know how to get there, then that empowers you to kind of do some knowledge digging. You need to kind of learn. You need to learn from those that are doing it and you need to learn from books. You need to learn from going off to conferences. You need to go and learn from listening to good speakers. I know you do an awful travelling around and listening to people talking that you kind of want to [inaudible 00:34:40]. You do have to invest in yourself, really, in order to get the knowledge you need to be able to hit those goals which you create.

Do you want to create a goal that you’re never going to achieve? Do I want to fly to Pluto, or something like that. There’s a goal, I want to travel space. Let’s make it Pluto. It’s the furthest one [inaudible 00:34:57]. Would I do that necessarily as a goal, I’m not sure.

John:                     Possibly. I mean 5 years ago, 10 years ago, if someone had said, “Well actually we’re going to set a goal. We’re going to colonise Mars,” that is as ridiculous as we can fly to Pluto. Yet, now, Elon Musk is out there planning it. That’s his goal.

Jason:                   Yeah. You can have a goal that’s within reach, in terms of you’re able to do that. You’ve got control of being able to do that. I don’t think you can control whether you’re going to fly to Pluto or perhaps we’re not in the position of whether or not we can live on Mars, for example. It’s having a goal, which for you, is beyond reach, but within reach, if that makes sense.

John:                     That’s I think where I’m struggling a bit. That borderline between I really want to stretch myself and well that’s just completely unrealistic. I’m never going to achieve that. That’s just overwhelming that if we just sit here and say, okay, so we’re doing some stuff with property now. If we just sit here and say, what are we going to achieve [inaudible 00:36:03] property in 20 years. No problem. Yeah, we could do that. I’ve got a plan. I know what I need to do.

Jason:                   Yeah.

John:                     It’s like your tennis coach again, which is keep on doing what you’re doing for 20 years, we will achieve that. I’ve got 100 million. Ooh, wow. You’re in the realms of impossibility there, aren’t you? What about 500 million. Instantly, I’m hands up, that’s impossible. Mine would get shut off then, because to me, that is completely unrealistic. It’s almost getting that balance right. I think perhaps if [inaudible 00:36:38] had when he first started out. He had the $4 billion goal, he probably wouldn’t have gotten to 20 apartments.

Jason:                   No.

John:                     Because he was, so how the hell am I going to get to 4 billion. 20 apartments isn’t going to get me to 4 billion.

Jason:                   That’s him stretching though, isn’t it? Like you said, you’ve got your 2017 plans. Then you’ve got your five year plan. You’ve got your 20 year plan. Somewhere along the way, you’ll hit your £10 million of property. You’ll hit £100 million of property. You’ll probably hit a half million pounds worth of property. That goal just kind of moves on as you’re kind of getting and reaching your milestones.

John:                     Yeah. Oh, it does, definitely. I mean I look at the goals that we’ve set sort of 10 years ago and they’re ridiculously small. That’s because we’ve grown. As you grow, your goals get bigger. Your goals get more ambitious.

Jason:                   Would you start off now and say, “I’m going to have a billion pounds worth of property”?

John:                     What? From where we are now?

Jason:                   Yeah, that’s kind of what you’re saying there really.

John:                     [crosstalk 00:37:33] –

Jason:                   [Then you’d go 00:37:33], that’s actually not realistic.

John:                     I mean it’s pie in the sky. I think after listening to Grant Cardone, we expanded our goals quite heavily. I think yeah, 10 million all of a sudden, which 6 weeks ago, £10 million worth of property just in one area of the business seemed pie in the sky, but actually, where we are now, seemed pie in the sky 10 years ago. Yet, here we are, living it. We talked last week about compounding. Actually if you do sit there with your compound interest calculator and you keep going through the numbers. Yeah, actually, yeah these numbers are achievable.

I think if you then sit there and say, “Well actually let’s compound that and work backwards,” and say, “Well let’s [pop 00:38:25] the $1 billion worth of property at the end. Actually we need to compound that at about 500% per year in order to get from where we are now to then. How can we do that, growing at 10, 20% per year? Yup, no worries. Absolutely fine. We can do that.” Growing at 500% every year for 20 years, yeah, that’s tough, but it is achievable, because actually, we could.

If our lives depended on it, we could do that this year. If we do it this year, there’s no reason why we can’t do it next year. It just goes on from there really.

Jason:                   Yeah.

John:                     I think it is asking yourself, you’re asking your brain those questions that just are ridiculous questions. How can I achieve my five year plan in one year? Don’t just instantly discard it and say, “No, I can’t do that.” Just come on, brain. Humour me here. If I were to do this in one year, what would it look like? What would I need to do? How would I do that?

If I only had two hours a week to work in the business. Remember I only week 20 hours a week in the business, 20 to 25, but if I only had 2 hours a week, what would I do in those 2 hours? I have not got time for anything than. I’ve literally got two hours. Am I going to check emails? Not even once. Am I going to go on Facebook? Not even once. What am I going to do in two hours that is the most impactful thing I can do? Who do I know that has done this? That’s Grant Cardone’s thing now, isn’t it? Well someone’s earned $4 billion worth of real estate. Let’s find out who they are. Let’s see how they did it.

The thing I found, I said we’ve been doing this 90 day planning for about 18 months now. I’ve kept all my 90 day planners. It’s amazing just to look back over the last sort of six or seven quarters and see well actually, Christ the stuff we’ve actually achieved. It is just broken down into little 90 day chunks. What it does is it does keep you on track on an almost daily basis.

Yeah, we have days where we go off haywire and nothing gets done. We all moan and bitch that, “Oh it’s been another crap day,” but actually, those days are the rare ones. What the 90 day plan does, it keeps you on track. It actually changes your habits and your routines. It’s what you habitually do on a daily basis that determines the quality of your life. It’s not a case of well, I’m going to join the gym in the first week of January, and that’s going to make me healthier. It’s actually going to the gym twice a week, for the whole year, will make you healthy.

There’s a comment. I love this one. I came across it last year and I’ll try my best to get the word right round again. It’s relating to kind of over eating at Christmas and the overindulging that we all do. It said that what you eat between Christmas and New Year is nowhere near as important as what you eat between New Year and Christmas. I thought, that’s just absolutely … It’s so insightful. It just sums up everything. What you do for one week doesn’t matter. It’s what you do every week that matters. The more you can link your goals to a 90 day timeframe, keep them on track, just habitually get these conditioned habits in place that will get you towards your goal.

One conditioned habit that everyone should have by now is listening to Big Idea Podcast every week. We are back here next week, where we will be talking about the five magic ingredients of success. We’ve talked about them several times, including in today’s episode, but for the first time, next week, we’re actually going to tell what they all are. Yeah, make sure you subscribe to that. Do hit the subscribe button on iTunes or Stitcher or your podcast listening device of choice.

Speaking of choice, Jason’s got another tool of the week for you. Jason, what is your tool this week?

Jason:                   Last week, we had [inaudible 00:42:55]. I think, from what you’ve been saying with all the goals and things like that, [inaudible 00:42:59] is a fantastic idea. You can set yourself up a board. Each board has got a notebook. Each of your notebooks then are your 90 day goals, your weekly goals, monthly goals, daily goals. You can set them all up in there. They can be archived. You can look after them. They’ll be there for you to check off as you complete them, so that’s a good thing, so that’s back to [inaudible 00:43:19].

This week, one of my best tools, which we use in our business, is Capsule CRM. It’s a custom relationship manager, so it’s fairly good. It replaces your contacts book, if you like. You can email straight into it. Every time [inaudible 00:43:35] via email Capsule. It will record that for you. It will save the data. You can look back and find what everybody’s bought. You can keep it with a sales pipeline for bringing people into your business.

John:                     For the kind of newbies and uninitiated, what’s a CRM?

Jason:                   Okay, so it basically keeps track of all your conversations with everybody that you do with in your business. That could be supplies, so that’s one area of your business that you might want to keep a relationship with, because that’s [inaudible 00:44:02]. Also, your customers and perhaps anybody else that you might use as well, so your advertisers or anything like that, you might have within your business as well. It keeps all of the information from them from obviously all their contact details, email, and phone numbers, and all of those. It also remembers when you’ve contacted them, because you can leave a little note in there about what you’ve contacted them about. You can also say email in. If you got an email from a customer, [inaudible 00:44:27], you can send it back to Capsule. It will record it against their record on there. You can look them up and find out what conversations you’ve been having with them. Yeah, it’s pretty nifty.

It’s not a free one. It’s £8 per user. If you’re a single person, then it’s just £8 for you per month. If you’ve got some more people in the business and everybody can have access, again, across all the platforms, then it’s just £8 per user, per month.

John:                     How can a small business owner use a CRM system to make more money?

Jason:                   Good question, John. To be fair, it’s about knowing who you’re working with. It’s about knowing what you’ve been kind of saying to them. It’s about, oh yeah, what to use to book contacts that you have to be able to go back to those. You know what they’ve been buying. You know how they’ve been using it, so you can sell more. Yeah.

John:                     You could use it say as a sales follow up tool. Someone buys a particular product. You can set a note within the CRM to give them a phone call seven days later. Hi, did you like the product?

Jason:                   Yeah, absolutely. You’ve got a monthly product, you can set a reminder in there to call them or email them or however you deal with your customers. Actually, you must’ve used all of that up by now. Would you like some more? How did you get on with it? You’re just keeping track of what’s happening, and as I say, using the notepad kind of feature, you can see what you’ve done with them. You can also set yourself tasks and all of that sort of side of it is built into it as well. It has a nice little calendar, which shows you what you need to be doing for the day if you use it like that.

John:                     iPhone app?

Jason:                   Yeah, it’s on all platforms.

John:                     Okay.

Jason:                   I only really like the things that are on all platforms, because it’s always accessible that way.

John:                     If you’ve got multiple users, you want everyone to go pick it up. I’m on iPhone. You’re on Android. We need to be able to both work with the same framework, really, don’t we?

Jason:                   Yeah. Yeah.

John:                     Ideal.

Jason:                   Capsule looks after all of our customers through two or three of our businesses. All the customer stuff goes through that. When they email in, it goes up on there. If one customer service person is dealing with it one day, somebody else can pick it up the next day. You can see what’s been replied to. They can see how we’ve been dealing with them. We can see what products they’re using, what they’re likely to want to use in the future. We can also then schedule follow up calls and things like that. From our point of view, we use it heavily. It’s what kind of keeps our customers happy. Also, we know where they can go as well. Saving opportunities for upselling and that kind of thing, which is what we use it for.

John:                     [inaudible 00:47:01], so CRM, the R in that is relationship, isn’t it?

Jason:                   Yeah.

John:                     That’s what it is designed to do, is actually improve your relationship with your customers. Anything you can do to further that, just in terms of actually, yeah, logging past dialogues with each customer, and actually knowing, well actually, they like this particular product. I’ve spoken to them, they have an issue here. We need to be a little bit delicate about talking to them. Or even literally, just opportunities to [wow 00:47:31] them. If you speak to a customer, they share a little bit of information about their personal life, you can actually log it within the CRM system.

Oh actually, they [inaudible 00:47:40]. I must commiserate them on their performance the last couple of years. Or they’ve been in the hospital recently, or they’ve got a birthday coming up, birth of their first grandchild, you can log that stuff into the CRM. Next time you speak to them, “Oh how’s the grandchild coming along? You haven’t bought [inaudible 00:47:58], have you?” Something like that. That’s probably why he works in the hospital.

You can use this stuff to actually cement that relationship and actually put yourself above your competitors in your customer’s eyes in terms of the relationship and the power that you’ve got to build that relationship with them and £8 a month, for most people, that’s 1 sale, isn’t it?

Jason:                   Yeah.

John:                     If they can actually secure one extra sale, one extra upsell, it’s worth doing. Is there a trial period or anything like that?

Jason:                   Yes, there would be a 30 day trial.

John:                     [inaudible 00:48:33].

Jason:                   CapsuleCRM.com.

John:                     Cool. As always, we’ll drop the link for that into the show notes and also into the Facebook community, which once again, you can join by doing what?

Jason:                   Searching in the Facebook search bar for Big Idea Podcast. Find our group. Apply to join the group. We’ll approve you. You’re in. You’ll be able to watch us live every Monday, lunch time.

John:                     You can indeed.

Jason:                   Live, and ask us questions as we’re going.

John:                     Yup, which no one’s done today, so thank you everybody for asking questions as we go, but if you do have any questions, for those people watching in the Facebook group now, if you do have any questions, about 90 day goal setting, do drop us a line. We will actually pop a link also I think in the show notes for a 90 day planner that I’ve been using. We’ll put that in there as well. Yeah, all good. We will see you next week for the magic ingredients. Good. See you next week, guys. Bye-bye.

Jason:   Bye-bye.