Flipping the Funnel: Unprecedented Growth Strategies with Jason Friedman | RR255

Janice Porter: 00:00:00

Hi, everyone, and welcome to this week's episode

Janice Porter: 00:00:03

of relationships rule. I'm very excited to welcome my guest this

Janice Porter: 00:00:07

week, Jason Friedman. Jason is a former theater nerd, which I

Janice Porter: 00:00:12

love because I'm all about the theater. So that's something on

Janice Porter: 00:00:15

a sideline I want to talk about. So Jason was a former theater

Janice Porter: 00:00:18

nerd who's now a serial entrepreneur and coach dedicated

Janice Porter: 00:00:22

to helping entrepreneurs and small business owners grow and

Janice Porter: 00:00:25

scale their businesses. With a flair for the dramatic and a

Janice Porter: 00:00:29

Master of storytelling. Jason has founded and exited five

Janice Porter: 00:00:32

successful companies. Now as CEO of CX formula. He's teaching and

Janice Porter: 00:00:38

coaching businesses how to scale their businesses by flipping the

Janice Porter: 00:00:41

funnel, using the power of their customers using his proprietary

Janice Porter: 00:00:46

kinetic customer formula. He's also at the helm of spotlight

Janice Porter: 00:00:50

brand services, guiding ecommerce brands to success on

Janice Porter: 00:00:54

Amazon and beyond, and has earned many accolades like Ernst

Janice Porter: 00:00:59

and Young's Entrepreneur of the Year, and propelled multiple

Janice Porter: 00:01:02

companies to the top of the of Inc 5000. List. You've got a

Janice Porter: 00:01:06

long resume of wonderful things that you've done, Jason. And I

Janice Porter: 00:01:10

know at the heart, it's all about people. Right?

Jason Friedman: 00:01:13

You know it, you know, thanks for having me on

Jason Friedman: 00:01:15

the show, Janice.

Janice Porter: 00:01:16

My pleasure, welcome. Thanks for being here.

Janice Porter: 00:01:20

And what I love is actually that it was a, you were introduced to

Janice Porter: 00:01:26

me through someone who was booking you on podcasts. And

Janice Porter: 00:01:30

when that happens, I get these pitches all the time from

Janice Porter: 00:01:32

people. And I read them. Sometimes I'm sure I'm not sure.

Janice Porter: 00:01:37

And sometimes I'm like, Look, I've got nothing to lose to meet

Janice Porter: 00:01:40

the person. So I will do an intro call with them before I

Janice Porter: 00:01:43

ever book anybody onto my podcast. And you and I had a an

Janice Porter: 00:01:48

intro column. We could never we never stopped talking. It was

Janice Porter: 00:01:50

like, amazing. Right? So I knew that you were a people person,

Janice Porter: 00:01:56

because that's what I am. And I can't help it right. But I

Janice Porter: 00:02:02

listened and I listened to a podcast episode that you had

Janice Porter: 00:02:06

done with the person that introduced us, Jeremy and it

Janice Porter: 00:02:09

seems so far removed from what I thought until I talked to you

Janice Porter: 00:02:13

okay, so he was digging back into your past about your, your

Janice Porter: 00:02:17

days as a I would say rock and roll groupie. I'm not sure if

Janice Porter: 00:02:20

that's the right term to use. rodi rodi That's right, a

Janice Porter: 00:02:24

roadie. So that was a long time ago, right? Yep. Yeah. So you so

Janice Porter: 00:02:30

you're a music person then obviously?

Jason Friedman: 00:02:33

Yes. Um, music theater arts business, like the

Jason Friedman: 00:02:38

whole nine yards. My I started in theater, right like, like the

Jason Friedman: 00:02:42

very first exposure I had to it was when I was like eight, nine

Jason Friedman: 00:02:45

years old. And my best friend at the time at summer camp wanted

Jason Friedman: 00:02:49

to go audition for the camp play. He was nervous to go on

Jason Friedman: 00:02:54

his own. So he's like, Hey, come with me. I'm gonna lend some

Jason Friedman: 00:02:57

moral support. And I was the back of the Playhouse. He went

Jason Friedman: 00:03:00

on stage to sing like Happy birthday or whatever to

Jason Friedman: 00:03:03

audition. And there was this guy in the back. His name was Mark,

Jason Friedman: 00:03:07

who looked just like Wolfman Jack, if you know that American

Jason Friedman: 00:03:10

DJ, do you look to just like him. And he was like, doing some

Jason Friedman: 00:03:15

lighting while they were on stage. And like messing with the

Jason Friedman: 00:03:17

microphones and building like a set like a flat. Yeah. And it

Jason Friedman: 00:03:21

was like just so taken by what he was doing. I just started

Jason Friedman: 00:03:25

talking to him. And Billy got into the show, and I got onto

Jason Friedman: 00:03:28

the stage crew. I loved it. Every single year, I just kept

Jason Friedman: 00:03:32

doing more and more theater and I went to school for theater

Jason Friedman: 00:03:34

lighting design specifically, but I and then I got into like

Jason Friedman: 00:03:38

touring with those rock and roll groups and the whole journey.

Jason Friedman: 00:03:42

Like I was also a trumpet player as a musician, so I didn't use

Jason Friedman: 00:03:45

it in theater, like my whole life. And you learn so many

Jason Friedman: 00:03:49

interesting things. Like it's that it's that kind of Karate

Jason Friedman: 00:03:51

Kid Mr. Miyagi, wax on wax off experience, like, You're doing

Jason Friedman: 00:03:55

all these things, and you're learning all these things, you

Jason Friedman: 00:03:57

don't know exactly how they're gonna fit together at some

Jason Friedman: 00:03:59

point. And for me, you know, just like you it's like, I

Jason Friedman: 00:04:03

learned that engaging with people is, it's a skill, it's an

Jason Friedman: 00:04:09

important skill, and some of us have a superpower, others of us

Jason Friedman: 00:04:12

have to work a little harder at it. For me, I had to work a

Jason Friedman: 00:04:15

little harder at it, you kind of it comes naturally seems to come

Jason Friedman: 00:04:17

naturally to you. But I just watched people would come in

Jason Friedman: 00:04:21

from their crazy busy day, or to a rock roll, they would rock and

Jason Friedman: 00:04:24

roll concert, they'd get their hours earlier to get in the

Jason Friedman: 00:04:27

mood, because they were so excited about the experience

Jason Friedman: 00:04:30

they were about to have, they wanted to have last longer magic

Jason Friedman: 00:04:34

clients loved you and your business so much that they

Jason Friedman: 00:04:37

wanted everything to bat last longer. And so they would come

Jason Friedman: 00:04:40

and they'd like tailgate and they'd like listen to all the

Jason Friedman: 00:04:42

songs they're about to listen to again just to get excited. And

Jason Friedman: 00:04:46

and then they come in and they have this amazing experience.

Jason Friedman: 00:04:48

They forget about all the problems in the world. They have

Jason Friedman: 00:04:51

a Novation at the end, and then they want to hang out even

Jason Friedman: 00:04:54

longer after the show's over, and they can't help but to tell

Jason Friedman: 00:04:57

everyone they know that they were at the concert They had

Jason Friedman: 00:05:00

this amazing experience. Like, I grew up doing that I had like

Jason Friedman: 00:05:03

that. And then I did more legit theater. It's the same thing.

Jason Friedman: 00:05:06

How as businesses can we capture that time, that mindshare that

Jason Friedman: 00:05:10

that focus, the attention, the time, the investment from all of

Jason Friedman: 00:05:13

our customers? It's with storytelling. It's by creating

Jason Friedman: 00:05:16

these amazing experiences. And I know you do it as well, in your

Jason Friedman: 00:05:20

business. We've talked about that. So yeah, it's just it's so

Jason Friedman: 00:05:23

much fun. So that's, that's my theater story.

Janice Porter: 00:05:26

Well, we and I love it because because I guess

Janice Porter: 00:05:30

when I was younger, I would go to concerts, but I now I'm like,

Janice Porter: 00:05:34

don't get me near all those people. I you know, it's too

Janice Porter: 00:05:36

much too much already. But, and you can tell when you're getting

Janice Porter: 00:05:40

too old for it. When you go to a concert, you come out with a

Janice Porter: 00:05:43

migraine headache, which happened to me the last time we

Janice Porter: 00:05:46

saw Elton John, because we we knew the very good friend of

Janice Porter: 00:05:51

mine owned the ticket company, and we got really good seats

Janice Porter: 00:05:53

really close. But they were right near out. Oh, my God, it

Janice Porter: 00:05:57

was too much. But anyway, that shows how old I am. But, but

Janice Porter: 00:06:01

let's go to so I'm looking at your website, CX formula, that's

Janice Porter: 00:06:06

your baby, your company. And what I'm seeing is a statement

Janice Porter: 00:06:10

that says give your customers an unmatched experience and watch

Janice Porter: 00:06:14

as you organically build a loyal tribe of customers who are

Janice Porter: 00:06:17

raving, returning, renewing and recruiting for you. I love that.

Janice Porter: 00:06:22

So are you tell me what that how you work with a client? Because

Janice Porter: 00:06:27

I mean, obviously, we all want referrals. We all want people to

Janice Porter: 00:06:31

talk about their experience with us. And so how do you bring that

Janice Porter: 00:06:35

out in people? How do you? Well, no, here's the question, the

Janice Porter: 00:06:38

question, the question is, do the people that get it come to

Janice Porter: 00:06:43

you to to? Have you helped them build that? Or do they come to

Janice Porter: 00:06:48

you and you teach them that this is what they need to do? Yeah,

Jason Friedman: 00:06:52

really? Good question. So people come to us,

Jason Friedman: 00:06:56

in our in our past life right before CX formula life before

Jason Friedman: 00:07:00

CX. We've been doing the same thing for 20 plus years, 2526

Jason Friedman: 00:07:06

years, we sold the company that we built to nine figures in

Jason Friedman: 00:07:10

sales. And that's what we did. But we did it as a done for you,

Jason Friedman: 00:07:13

people would hire us to do it for them. Okay. And I had a non

Jason Friedman: 00:07:17

compete for five years, I call it my prison sentence where I

Jason Friedman: 00:07:20

couldn't do what I love doing for five years. And when we

Jason Friedman: 00:07:23

started CX formula, at the end of 2016, beginning of 2017, we

Jason Friedman: 00:07:27

started doing it mostly with small entrepreneurial companies,

Jason Friedman: 00:07:31

right. So we used to do it for big Fortune one, hundreds

Jason Friedman: 00:07:33

universities, top tier businesses and smaller business,

Jason Friedman: 00:07:36

but primarily the big ones. And it was for you, we want to help

Jason Friedman: 00:07:41

more people, right. I love entrepreneurs, I love

Jason Friedman: 00:07:43

entrepreneurship. I'm a serial entrepreneur. And so for me,

Jason Friedman: 00:07:47

like I'm in the impact phase in my life, I want to help more

Jason Friedman: 00:07:50

people, because that's what lights me up when I help people

Jason Friedman: 00:07:52

have more success in their business, and they're able to

Jason Friedman: 00:07:55

create more jobs and, and all that freedom. I love that. So

Jason Friedman: 00:07:58

our model now is more of we teach you how to do it, or we

Jason Friedman: 00:08:01

kind of do it with you through some deep dive workshops. So

Jason Friedman: 00:08:06

that's, that's the way we do it now. But people come to us for

Jason Friedman: 00:08:09

different reasons, some, like already understand it, and they

Jason Friedman: 00:08:12

want what we're doing. And that's awesome, right, we can

Jason Friedman: 00:08:15

move quickly to executing on it with them. Others come to us

Jason Friedman: 00:08:18

with a problem, right? They they're spending so much money

Jason Friedman: 00:08:22

on ads and whatever but they're not getting, they're not really

Jason Friedman: 00:08:24

scaling. They're they're they're they're they've kind of

Jason Friedman: 00:08:27

plateaued, they have a ceiling that they can't break through.

Jason Friedman: 00:08:30

Some of them have chronic refunding problems where people

Jason Friedman: 00:08:33

buy their program, and then they or their products or services or

Jason Friedman: 00:08:37

whatever. And then they hate it. They don't like it. They asked

Jason Friedman: 00:08:40

for a refund within a window of refund period. Some of them

Jason Friedman: 00:08:43

defect, like they just stopped paying on like a payment plan

Jason Friedman: 00:08:46

and just disappear. And then a dead beat out on the on the

Jason Friedman: 00:08:49

business. Right? Y'all know why? Yeah, some of them leave. They

Jason Friedman: 00:08:54

have massive negative social proof issues with people and a

Jason Friedman: 00:08:58

hating on them on social. So there's all sorts of reasons

Jason Friedman: 00:09:01

that people kind of come to us. The problem that we see is that

Jason Friedman: 00:09:06

they're generally speaking, solving the wrong problem in

Jason Friedman: 00:09:08

their business, right? They're like they're trying to solve,

Jason Friedman: 00:09:11

like, why am I ads not converting? Or why are people

Jason Friedman: 00:09:15

getting to a certain point they're not staying? What

Jason Friedman: 00:09:17

they're not focusing on is like, what exactly does success look

Jason Friedman: 00:09:22

like for our customers? How do we have our customers have that

Jason Friedman: 00:09:25

success? repeatedly? What system? What processes do we

Jason Friedman: 00:09:29

have in place that virtually guarantee that if someone steps

Jason Friedman: 00:09:32

inside and it's the right fit client, that they're going to be

Jason Friedman: 00:09:35

happy, not not satisfied, or happy where they tell other

Jason Friedman: 00:09:40

people about it? That's what we help them do. And so when we

Jason Friedman: 00:09:42

talk about the ideal result, it's about customers who rave

Jason Friedman: 00:09:46

about their experience. They returned to buy more products,

Jason Friedman: 00:09:48

they renew their subscriptions and memberships. And they

Jason Friedman: 00:09:51

recruit they definitely go out there and grab people and bring

Jason Friedman: 00:09:54

them like a Salesforce to your business because they love what

Jason Friedman: 00:09:57

just happened for them and they want more people to have have

Jason Friedman: 00:10:00

that success? Yeah. And what I see more often than not the

Jason Friedman: 00:10:04

problem is like, what is the success metric? To me success is

Jason Friedman: 00:10:08

that are for right the rate of return renew and recruit, not,

Jason Friedman: 00:10:13

you know, I was talking to someone about this, they said,

Jason Friedman: 00:10:15

well, so if I had a weight loss company is and they lost 20

Jason Friedman: 00:10:18

pounds, that's the success, I guarantee that they're gonna

Jason Friedman: 00:10:21

lose 20 pounds. And I said, That's awesome. But that's not

Jason Friedman: 00:10:24

what success is success is I feel more confident in my body.

Jason Friedman: 00:10:28

Like, when friends call me to go out to dinner, I'm like, excited

Jason Friedman: 00:10:32

about picking something out of my wardrobe, because it fits me

Jason Friedman: 00:10:35

now. And I want to go out, in fact, I'm now calling my friends

Jason Friedman: 00:10:38

to go out. Versus when I started, I'm sitting alone with

Jason Friedman: 00:10:41

a shovel full of ice cream going in my mouth, watching television

Jason Friedman: 00:10:44

on the couch. And when someone calls me to go out, I'm like,

Jason Friedman: 00:10:47

I'm sorry, I can't tonight. And then I feel bad, because I'm not

Jason Friedman: 00:10:50

going because I don't feel good about the way I look. And I

Jason Friedman: 00:10:52

don't have clothes that I can wear. Right? So the result is

Jason Friedman: 00:10:55

not the 20 pounds, the 20 pounds is what your system does. And

Jason Friedman: 00:10:58

it's awesome. It's the tool or the mechanism that you're using

Jason Friedman: 00:11:02

through your process to get that feel. Right? feeling at the end,

Jason Friedman: 00:11:07

right? And so we teach people how to uncover that how to

Jason Friedman: 00:11:12

deeply understand their customers, we use theater

Jason Friedman: 00:11:14

tricks, if you will, right. So like, for example, like we all

Jason Friedman: 00:11:18

talk about avatar, who's our ideal client avatar, right? Or

Jason Friedman: 00:11:21

how are our ideal fine avatars, but we tell them how to get into

Jason Friedman: 00:11:24

characters, if you were going to be an actor, playing your

Jason Friedman: 00:11:27

customer on stage, the depth of knowledge that you have to have

Jason Friedman: 00:11:30

about them. It's beyond what any of us think about in a normal

Jason Friedman: 00:11:33

business. And what I want you to think about is earlier on in

Jason Friedman: 00:11:37

their career before the that customer before they even got to

Jason Friedman: 00:11:40

you what happened in their life that got them to even be

Jason Friedman: 00:11:44

searching for a solution to this problem, got them that problem,

Jason Friedman: 00:11:48

got them to be aware of your product or solution. So we do

Jason Friedman: 00:11:51

all this deep work to understand that. And that's the story like

Jason Friedman: 00:11:55

what we do, we believe, again, theater. The reason that, like

Jason Friedman: 00:11:59

if you came to a theatrical performance, or a rock show, or

Jason Friedman: 00:12:02

anything that we did, it was you, every audience had the same

Jason Friedman: 00:12:06

reaction, they laughed at the same moment, they gotta give you

Jason Friedman: 00:12:09

standing ovation at the same moment. That was not accidental.

Jason Friedman: 00:12:12

That was tension all the way. It started with an idea. And a

Jason Friedman: 00:12:17

story that became a script that then got brought to life with

Jason Friedman: 00:12:21

characters in the interaction and sets, lights, costumes,

Jason Friedman: 00:12:24

props, you know, things music, sound effects, whatever. And,

Jason Friedman: 00:12:29

and through that journey, like we rehearsed it over and over

Jason Friedman: 00:12:32

again, when there's something that's really important. You

Jason Friedman: 00:12:36

choreograph it, you script it out. And so I want people to

Jason Friedman: 00:12:39

start out by scripting, what is the ideal customer testimonial?

Jason Friedman: 00:12:43

What is the ideal things that they would say? Not just, oh,

Jason Friedman: 00:12:47

it's amazing. I got I lost 20 pounds, and I feel better. Now.

Jason Friedman: 00:12:50

Tell me the story. Tell me your your story. So when you found

Jason Friedman: 00:12:55

me, what was happening, what was going through your head? What

Jason Friedman: 00:12:58

what happened? What did what did I say? What did I show you? What

Jason Friedman: 00:13:01

did they teach? What did I do that got you to have that moment

Jason Friedman: 00:13:04

of like Wonder inspiration or momentum that you said, Well, I

Jason Friedman: 00:13:07

want to try this. And then really chronicle that story with

Jason Friedman: 00:13:11

juicy words and adjectives as your client, like if you were

Jason Friedman: 00:13:15

looking through their glasses, and when you do that, we call

Jason Friedman: 00:13:18

that an ideal customer script that gives you the, the whole

Jason Friedman: 00:13:24

journey mapped out now you can reverse engineer all the things

Jason Friedman: 00:13:27

you need to do on your customers path, to make sure that as

Jason Friedman: 00:13:31

they're going through it, they're having those moments,

Jason Friedman: 00:13:33

they're having those insights, they're having those epiphanies,

Jason Friedman: 00:13:35

they're having those breakthroughs. And you're

Jason Friedman: 00:13:37

actually reminding them all through that what those memories

Jason Friedman: 00:13:40

are. So when they go to share it at the end, it is scripted. And

Jason Friedman: 00:13:45

it's not an accident. And it's not manipulation, because we're

Jason Friedman: 00:13:48

genuinely helping them have that experience in a perfect way. And

Jason Friedman: 00:13:52

so that's where we start, we start at the end, we script what

Jason Friedman: 00:13:57

we wanted to believe me by flipping the funnel, and we

Jason Friedman: 00:14:00

flipped the funnel. If when we focus on having you have an

Jason Friedman: 00:14:03

amazing experience as a customer, those are the stories

Jason Friedman: 00:14:06

that we share to get more customers in. They bring other

Jason Friedman: 00:14:09

customers in right now. Everyone's all the Guru's

Jason Friedman: 00:14:13

everybody out there is teaching how to get more clients how to

Jason Friedman: 00:14:16

how to get more ads, how to do better ads, how to do better

Jason Friedman: 00:14:18

marketing, how to do better launches, how to do better

Jason Friedman: 00:14:20

stuff, but we're there and they have budgets and resources and

Jason Friedman: 00:14:24

teams devoted to that they have very little budget for client

Jason Friedman: 00:14:28

success, if any, they haven't even thought about it.

Janice Porter: 00:14:32

So it's okay on that theme. I totally agree with

Janice Porter: 00:14:36

you that we're always hearing about, you know, go out there

Janice Porter: 00:14:39

and find new people. And this is how we recommend that you do

Janice Porter: 00:14:42

that. But what about like I teach LinkedIn? What about the

Janice Porter: 00:14:46

5000 connections you have on LinkedIn already? What are you

Janice Porter: 00:14:49

doing with them? You know, the clients that are already your

Janice Porter: 00:14:53

raving fans are you looking after? Or maybe they're not what

Janice Porter: 00:14:57

they could be because you're not looking after them. And so I

Janice Porter: 00:15:00

focus more time and energy on the clients, the past clients,

Janice Porter: 00:15:04

the present clients that you already have Don't be always

Janice Porter: 00:15:07

looking to the future. Right?

Jason Friedman: 00:15:09

Yeah. And we have to look to the future to

Jason Friedman: 00:15:11

some extent, right, we still have to be feeding the beast.

Jason Friedman: 00:15:13

But the best way to feed the beast is by having such a great

Jason Friedman: 00:15:17

business, that's great those results, because this what

Jason Friedman: 00:15:20

you're going to do in your marketing, like, like, if all

Jason Friedman: 00:15:22

you did think about this for a second, like, so I tell people

Jason Friedman: 00:15:25

all the time, like, if you wanted to have like an affiliate

Jason Friedman: 00:15:27

program, why, let's say you're gonna, you're gonna compensate a

Jason Friedman: 00:15:29

customer. So you say to a customer, this was amazing,

Jason Friedman: 00:15:31

like, if you love the experience, will actually give

Jason Friedman: 00:15:34

you a percentage of sales, like, you know, for all or, you know,

Jason Friedman: 00:15:38

whatever. Okay, that's great. But so people do what you pay

Jason Friedman: 00:15:42

them to do. So I'll give you X dollars, you do that. It's an

Jason Friedman: 00:15:45

exchange of some sort. But here's the thing. People do what

Jason Friedman: 00:15:49

you pay them to do. But people love doing what you reward and

Jason Friedman: 00:15:54

recognize them for doing. So let's say that you're marketing,

Jason Friedman: 00:15:59

instead of being I have a great program, I have like, for me, I

Jason Friedman: 00:16:01

have a great program, I can help you scale your business better

Jason Friedman: 00:16:03

than anybody else is doing it because XYZ blah, blah, blah.

Jason Friedman: 00:16:06

Okay, great. What if I tell you the story of Janice. So Janice

Jason Friedman: 00:16:11

has a program where she helps people, you know, optimize and

Jason Friedman: 00:16:14

upgrade their LinkedIn presence that really helps them build

Jason Friedman: 00:16:16

their social presence there and use that as a strategic

Jason Friedman: 00:16:19

marketing and sales tool for their business. And so when

Jason Friedman: 00:16:23

Janice came to me, and she genuinely wanted to help other

Jason Friedman: 00:16:26

people, let me tell you about Janice's process a little bit

Jason Friedman: 00:16:29

and what we did. And so what I'm doing is, I'm literally selling

Jason Friedman: 00:16:32

your business as a case study of how I helped you. Now I'm

Jason Friedman: 00:16:36

recognizing you as a badass as this amazing entrepreneur who

Jason Friedman: 00:16:40

has an amazing company who's doing amazing things out there.

Jason Friedman: 00:16:43

And I'm helping to bring more customers into my business.

Jason Friedman: 00:16:47

That's a better formula. Because now at showing my, the amount of

Jason Friedman: 00:16:51

interest how I'm interested in my clients results, versus being

Jason Friedman: 00:16:55

interesting being that dancing bear me, me, me, me, me, right?

Jason Friedman: 00:16:59

That's the magic of flipping the funnel right? Now I'm using

Jason Friedman: 00:17:03

those stories. And in fact, if I helped you do that, and your

Jason Friedman: 00:17:06

business really transformed, you would be like, How can I help

Jason Friedman: 00:17:09

you? What can I do to help you? Right, and so it's a, it's a

Jason Friedman: 00:17:14

virtuous cycle, or a vicious cycle, you get to choose if you

Jason Friedman: 00:17:18

make them angry, and don't help them it's a vicious cycle, if

Jason Friedman: 00:17:20

you help them and support them and, and sing their praises.

Jason Friedman: 00:17:24

It's a virtuous cycle. And that's what you want, you want

Jason Friedman: 00:17:27

that momentum to build. Of course, of course, the secret

Jason Friedman: 00:17:31

is, it feels a whole lot better in your business, a whole lot

Jason Friedman: 00:17:35

better, when all your clients are feeling great. Your team is

Jason Friedman: 00:17:40

more excited about coming to work. When you're having these

Jason Friedman: 00:17:43

kind of wins over and over repeatedly, it doesn't get

Jason Friedman: 00:17:46

boring. What gets boring is the complaints and the customer

Jason Friedman: 00:17:49

service problems and the issues and the defection and the

Jason Friedman: 00:17:51

refunds. And my job instead of being like a customer advocate

Jason Friedman: 00:17:55

becomes a customer refund transaction processor, like

Jason Friedman: 00:17:59

right up for that. But that's the job right now. So it's the

Jason Friedman: 00:18:03

magic that happens, all the byproducts is super amazing. You

Jason Friedman: 00:18:07

will transform your culture, inside your company and outside

Jason Friedman: 00:18:11

your company when you do this work.

Janice Porter: 00:18:13

So do you have a little story of somebody just

Janice Porter: 00:18:18

recently that you've turned their business around? And so

Jason Friedman: 00:18:23

many so many? Like, I'll give you I'll give

Jason Friedman: 00:18:25

you a very basic example. So we had a guy come to a workshop. I

Jason Friedman: 00:18:31

think it was this past June, so a few months back, right? He

Jason Friedman: 00:18:35

flew over here from Portugal. Oh, wow. You heard about our

Jason Friedman: 00:18:38

program. I speak on stages all over the place. He heard me

Jason Friedman: 00:18:41

speaking and whenever he got here to New Jersey, and he

Janice Porter: 00:18:48

just lately laid the land for me. So you do have

Janice Porter: 00:18:50

what an all day workshop or

Jason Friedman: 00:18:53

three day immersion workshop, literally

Jason Friedman: 00:18:57

teach you all the things you need to know. And we you map

Jason Friedman: 00:19:00

your journey. Our coaches support you, you're in a room

Jason Friedman: 00:19:03

with a few other businesses, you know, that are working on it

Jason Friedman: 00:19:06

together and we share we Yeah, so it's a it's a very intimate

Jason Friedman: 00:19:10

and awesome experience. And what's even more fun about it is

Jason Friedman: 00:19:13

there's a meta experience that you're having while you're

Jason Friedman: 00:19:16

learning how to do it for your customers. So we're delivering

Jason Friedman: 00:19:19

everything that we teach we're doing. And then we have what we

Jason Friedman: 00:19:22

call meta moments where we take you behind the scenes and show

Jason Friedman: 00:19:25

you what we just did so that like you can be like, Wow, that

Jason Friedman: 00:19:29

was cool onboarding that was awesome. Like, so like, we

Jason Friedman: 00:19:32

practice what we preach in our program. Right? So anyway, so

Jason Friedman: 00:19:36

his name was Ricardo Costa shout out to Ricardo an awesome,

Jason Friedman: 00:19:40

awesome human being. And if you're ever in Portugal, he runs

Jason Friedman: 00:19:44

this. This boat company called magnifico, Douro. It's on the

Jason Friedman: 00:19:48

door River in like the North, I guess Northwest northeast of

Jason Friedman: 00:19:54

Portugal. And it's where all the wine country is where they make

Jason Friedman: 00:19:57

all the delicious port wines and things like that. He has a fleet

Jason Friedman: 00:20:01

of boats and takes you on these tours of, of these different

Jason Friedman: 00:20:06

things. And it's amazing. It's like people have like, the most

Jason Friedman: 00:20:09

unbelievable vacations of their lives. And he bought this

Jason Friedman: 00:20:12

business in years and years ago, when it was falling apart. And

Jason Friedman: 00:20:17

he, like single handedly, like, renovated and transformed the

Jason Friedman: 00:20:21

old rickety boats into these like amazing experiences. And he

Jason Friedman: 00:20:25

knows the area like so intimately, he knows everybody

Jason Friedman: 00:20:28

and the tours and the tour guides are like, incredibly well

Jason Friedman: 00:20:31

trained. And so he's like, he's like, man, he's like, we're

Jason Friedman: 00:20:34

having more competition, like people buy a boat. Now they're

Jason Friedman: 00:20:37

on the river, and they're there, they're charging less. And

Jason Friedman: 00:20:40

they're not doing as good a job. They don't get great reviews,

Jason Friedman: 00:20:42

but they're still eating into business. And he came in and

Jason Friedman: 00:20:46

like, as we started to map out his journey, like, I asked him,

Jason Friedman: 00:20:50

like, Who exactly is the right customer for you like, because

Jason Friedman: 00:20:54

he was so focused on getting as much of the customers as many of

Jason Friedman: 00:20:57

the customers as he could, he wasn't focused on the right

Jason Friedman: 00:21:00

customers initially, right? So we started like, we started

Jason Friedman: 00:21:03

there, like, who are the right customers, what do they most

Jason Friedman: 00:21:05

want. And he has two customers, he works with four companies

Jason Friedman: 00:21:09

that you know, sub him out just as the boat piece of they're

Jason Friedman: 00:21:13

bringing people over there. And he has end users like end

Jason Friedman: 00:21:15

customers that just reach out to him. And so he was treating

Jason Friedman: 00:21:18

everybody the same, and they're not, right. And then within the,

Jason Friedman: 00:21:23

you know, direct customers, they're not all the same,

Jason Friedman: 00:21:26

either. Some people are on chemo, and some people are

Jason Friedman: 00:21:28

younger kids. It's all over the map. And so we need to get clear

Jason Friedman: 00:21:32

on that. And as he started to go through the journey, he's like,

Jason Friedman: 00:21:34

wow, he's like, there's so many things we do really well. But

Jason Friedman: 00:21:38

there's a lot of things that we do that adds frustration, or

Jason Friedman: 00:21:41

friction, as we call it. And so he started like, analyzing it,

Jason Friedman: 00:21:46

because we walked him through this process. And by the end of

Jason Friedman: 00:21:48

that, like it was probably one of the best testimonials I've

Jason Friedman: 00:21:51

ever had. He gave me this amazing testimonial. But what he

Jason Friedman: 00:21:55

said in the room, he's like, Jason, he's like, I've been

Jason Friedman: 00:21:57

doing this for many, many years. He's a slightly older gentleman.

Jason Friedman: 00:22:02

He's in his 60s, older than me. And then he said, he's like, you

Jason Friedman: 00:22:07

know, he's like, I started this business, and I was in love with

Jason Friedman: 00:22:10

it. He's like it along the way, I fell out of love with it, to a

Jason Friedman: 00:22:14

point where I kind of don't even want to go in every day. He's

Jason Friedman: 00:22:19

like, and that's not why I started. And that's when I'm on

Jason Friedman: 00:22:21

the boat, where I'm with the people, I love it. But there's

Jason Friedman: 00:22:24

so much resistance, getting on it, whatever. He's like, I am so

Jason Friedman: 00:22:28

excited to go home and work on my business and be part of it.

Jason Friedman: 00:22:31

Like I see it through a different lens than they saw in

Jason Friedman: 00:22:35

the beginning. But I have even more ideas for my business than

Jason Friedman: 00:22:38

I've ever had before. I cannot wait to get home, get my team

Jason Friedman: 00:22:42

involved and make this happen. And he's been like slowly but

Jason Friedman: 00:22:46

surely employed in imploring employing some of these things

Jason Friedman: 00:22:51

and doing these things. And I get a text from him on WhatsApp.

Jason Friedman: 00:22:54

And he's like, he's like, This is amazing. And so I had the

Jason Friedman: 00:22:56

good fortune in November, I was in Portugal after he was in the

Jason Friedman: 00:23:00

workup, yanked out on a boat tour. And he did so many hits

Jason Friedman: 00:23:04

me, I didn't do enough. I didn't do that. And he did. And he's

Jason Friedman: 00:23:08

seen the results like people are leaving more reviews online that

Jason Friedman: 00:23:13

are five star reviews, positive reviews, his tour operators are

Jason Friedman: 00:23:16

giving him more options to do more things. Just all his team

Jason Friedman: 00:23:21

is more excited about what they're doing. And so that's why

Jason Friedman: 00:23:25

we do this, right. It's just Yeah, it's I hate to say it's

Jason Friedman: 00:23:29

like textbook, but it is and some of it is just basic

Jason Friedman: 00:23:31

fundamentals. Right?

Janice Porter: 00:23:34

That you care, right showing that you care,

Jason Friedman: 00:23:36

but you have to systematize it and you can't

Jason Friedman: 00:23:38

assume that when you bring on an employee, like I had one

Jason Friedman: 00:23:41

customer, he was an electronics retailer in, in the northeast,

Jason Friedman: 00:23:45

kind of like a Best Buy, if you will, right. And they had a they

Jason Friedman: 00:23:49

had a brand. And he used to say to them on the North were the

Jason Friedman: 00:23:52

Nordstrom of consumer electronics were the Nordstrom

Jason Friedman: 00:23:55

right, which he was we were the gold standard where the best

Jason Friedman: 00:23:58

customer service focused organization. So he brought us

Jason Friedman: 00:24:01

in because they were having some problems. And he brought me into

Jason Friedman: 00:24:04

a manager's meeting. And they had I think they had eight

Jason Friedman: 00:24:06

stores or nine stores at the time with about 40 managers in

Jason Friedman: 00:24:09

the System System Managers in their conference room. And I

Jason Friedman: 00:24:12

walked in and was kind of sitting off to the side. At some

Jason Friedman: 00:24:15

point he introduced me as like, the Savior, right? Like, like

Jason Friedman: 00:24:19

the guy that's gonna save our business and whatever. And this

Jason Friedman: 00:24:22

was when we were doing things for people right back in the old

Jason Friedman: 00:24:25

old days. And he's like, you know, he's like, we're the

Jason Friedman: 00:24:28

Nordstrom of consumer electronics like bla bla bla bla

Jason Friedman: 00:24:30

bla, big rallying cry, and he introduces me I get up in the

Jason Friedman: 00:24:32

front room. I said, you know, I'm really glad to be here. I

Jason Friedman: 00:24:35

said, I have a question. Just quick show of hands. How many

Jason Friedman: 00:24:38

people in this room have ever been in a Nordstrom? Not one

Jason Friedman: 00:24:45

hand other than the CEO went up. Interesting, right. And so So I

Jason Friedman: 00:24:49

said to them, I said who knows what he means his name was Leon

Jason Friedman: 00:24:54

means when he says we're the normal consumer electronics,

Jason Friedman: 00:24:58

blank stares in the room. It had no meaning it had no text. And

Jason Friedman: 00:25:03

so like in our businesses, we assume like we have these big

Jason Friedman: 00:25:06

ideas, we assume we hire people that they understand what we

Jason Friedman: 00:25:10

believe is a level of good customer service. What is a good

Jason Friedman: 00:25:14

customer experience what a result should be? And we're not

Jason Friedman: 00:25:17

training them on that, right? We train them on the skills like

Jason Friedman: 00:25:20

how to use the CRM, how to use the phone system, how to email

Jason Friedman: 00:25:24

somebody, we don't train them, how to be good stewards for a

Jason Friedman: 00:25:28

client success, how to be a good relationship person. And it's an

Jason Friedman: 00:25:33

art form that is lost.

Janice Porter: 00:25:35

Yeah. Yeah. You know what I woke up in the

Janice Porter: 00:25:38

middle of the night last night with a meme in my head that I

Janice Porter: 00:25:42

was creating for. I posted it this morning on LinkedIn. And

Janice Porter: 00:25:46

all it said, I had to try and remember what I remembered what

Janice Porter: 00:25:49

I'd said. All it was was be curious. See, now forgotten, be

Janice Porter: 00:25:58

curious. begin conversations. And what was the third be? And

Janice Porter: 00:26:09

be getting begin conversations and hang on. Now I'm really mad

Janice Porter: 00:26:14

because I can't remember it. Here it is. Got it. Be curious,

Janice Porter: 00:26:21

begin conversations, build relationships. That's it. And

Janice Porter: 00:26:25

that's kind of how I operate and the rest will come. You know,

Janice Porter: 00:26:29

the rest will come but you have to care. You have to show an

Janice Porter: 00:26:32

interest in people. You have to start those conversations. You

Janice Porter: 00:26:34

have to engage with people, and you have to build trust and in

Janice Porter: 00:26:38

those relationships, right. So I see that you reminded me also of

Janice Porter: 00:26:43

my Nordstrom story, actually, because of course, I'm on the

Janice Porter: 00:26:45

Pacific West Coast. mothership and Nordstrom, by the way, was

Janice Porter: 00:26:51

in Vancouver for two years, we had their flagship store in

Janice Porter: 00:26:55

Canada, and then all of a sudden they close it down. We don't

Janice Porter: 00:26:58

have it anymore. We were so excited when we had Nordstrom,

Janice Porter: 00:27:01

but I was in California staying at my daughter and my sisters.

Janice Porter: 00:27:04

And I went out to Nordstrom in wet Westland Woodland Hills Mall

Janice Porter: 00:27:11

or something in the San Fernando Valley. It was a Sunday, I went

Janice Porter: 00:27:15

Sunday morning, I had seen this jacket and I really wanted it.

Janice Porter: 00:27:18

So I bought it. But I was leaving that night to come home.

Janice Porter: 00:27:22

So I brought the jacket home. And now Now I'm packing in the

Janice Porter: 00:27:25

afternoon. And the jacket has one of those tags on it. The

Janice Porter: 00:27:30

electronic tags, which they've forgotten to take off. I got out

Janice Porter: 00:27:34

of the store. But would I get through security at the airport?

Janice Porter: 00:27:38

I don't know. So I phoned the store. And they sent the sales

Janice Porter: 00:27:44

clerk over to my sister's house with the thing to take it off.

Janice Porter: 00:27:49

That's a Nordstrom. That's that's what they needed to know

Janice Porter: 00:27:52

right about

Jason Friedman: 00:27:52

Nordstrom. Yeah, they know what it looks like to

Jason Friedman: 00:27:55

deliver that service. And what business would take the time to

Jason Friedman: 00:27:59

do that? Nobody, nobody cares. But you're telling the story to

Jason Friedman: 00:28:03

1000s of people right now? Later because it left them it left an

Jason Friedman: 00:28:06

imprint, right? Yeah, that was just the opportunity to leave

Jason Friedman: 00:28:10

those imprints with every customer we have every day of

Jason Friedman: 00:28:14

our lives. Right. So So if we think about competition, like

Jason Friedman: 00:28:19

you, there's no competition when you behave that way. When that

Jason Friedman: 00:28:22

is the experience you create. Competition disappears.

Janice Porter: 00:28:26

Right? Yeah, it's there's enough out there for all

Janice Porter: 00:28:29

of us is a better mentality, the abundance mentality. But it's

Janice Porter: 00:28:33

true that, you know, people don't all think that says I'm

Janice Porter: 00:28:37

all

Jason Friedman: 00:28:37

for abundance. But at the end of the day, if

Jason Friedman: 00:28:39

we're not thinking about how we deliver greatness, you're gonna

Jason Friedman: 00:28:43

start feeling scarce. Right? Yeah, it's fulfilling prophecy.

Jason Friedman: 00:28:46

You know, one of our tag lines that we use is, you know,

Jason Friedman: 00:28:49

experience dot dot dot your unfair advantage. And I believe

Jason Friedman: 00:28:54

that to be true, right, it is your unfair advantage when you

Jason Friedman: 00:28:56

focus on that. And you know, we say experience a lot. I just

Jason Friedman: 00:28:59

want to define it for a second experience when I'm talking

Jason Friedman: 00:29:02

about it, like the experience for your customers. It's how

Jason Friedman: 00:29:06

they feel, yes, your brand, it's a feeling right. And, and it's

Jason Friedman: 00:29:10

not the something you do, like you actually don't create an

Jason Friedman: 00:29:15

experience. What happens experience is the effect, right

Jason Friedman: 00:29:19

experience is a sum of all the things you do. So while

Jason Friedman: 00:29:22

technically you are creating the experience, what you're doing is

Jason Friedman: 00:29:25

you're creating results success, you're removing frictions,

Jason Friedman: 00:29:27

you're creating a positive journey for people so that they

Jason Friedman: 00:29:30

genuinely feel great throughout the experience. That is what

Jason Friedman: 00:29:35

that experience is, that's what creates like that unique

Jason Friedman: 00:29:38

fingerprint that differentiates you from all your competition,

Jason Friedman: 00:29:42

right? I just see so many people that commoditize their business.

Jason Friedman: 00:29:46

So in so many ways in every way like you know the the pricing,

Jason Friedman: 00:29:50

they lower pricing, they discount they try and do what

Jason Friedman: 00:29:52

everybody else is doing. Instead of standing out it's like, you

Jason Friedman: 00:29:56

know, it's like there's no benefit and being like The

Jason Friedman: 00:30:00

cheapest second cheapest guy out there, right? So if you can't be

Jason Friedman: 00:30:02

the cheapest, there's gonna be the most expensive and deliver

Jason Friedman: 00:30:06

on something that that makes the value right

Janice Porter: 00:30:09

and be able to articulate that in such a way

Janice Porter: 00:30:12

that you're believe it and it's true 100% I see the passion in

Janice Porter: 00:30:18

your in you in what you do. And I love that so much. Before we

Janice Porter: 00:30:23

we wrap up, though, I want to just sort of sideways a little

Janice Porter: 00:30:26

bit and just ask you with button questions. So having been in

Janice Porter: 00:30:31

theater and you love the music scene, so I'm sure when you're

Janice Porter: 00:30:36

on the East Coast, I'm sure you've been to shows on

Janice Porter: 00:30:39

Broadway. Do you prefer plays? Do you prefer? musicals? What's

Janice Porter: 00:30:44

your favorite show that you have experience? Like,

Jason Friedman: 00:30:47

oh, gosh, you know, I love theater. I love

Jason Friedman: 00:30:53

shows. I you know, I like it depends, right? You know, like,

Jason Friedman: 00:30:58

there's been a bunch of musicals I've been to that we're not

Jason Friedman: 00:31:01

quite up to snuff. They've kind of feel forced in the story

Jason Friedman: 00:31:04

feels a little bit, you know, inauthentic. I've been plays,

Jason Friedman: 00:31:08

you know, I, I like, I like good theater. I'll leave it at that.

Jason Friedman: 00:31:12

Like the format. Like sometimes it's like improv is awesome.

Jason Friedman: 00:31:16

Like, you know, in the round is awesome. musicals are awesome.

Jason Friedman: 00:31:19

Like, I love theater. Like, you know, Blue Man Group. For

Jason Friedman: 00:31:23

example, I love Blue Man Group is awesome. Music Theater, you

Jason Friedman: 00:31:26

know, whatever.

Janice Porter: 00:31:28

Do you are you a movie buff? I watched

Jason Friedman: 00:31:31

movies. I see movies. I'm not I don't run to

Jason Friedman: 00:31:34

the theater when a new movie comes out. Usually. Yeah, my

Jason Friedman: 00:31:38

kids, my kids, like a superhero movie comes out we go. But other

Jason Friedman: 00:31:42

than that,

Janice Porter: 00:31:43

yeah. Okay. All right. Are you a reader or a

Janice Porter: 00:31:47

listener? Or as a person? Or a video?

Jason Friedman: 00:31:52

I am a reader and a listener more than a video

Jason Friedman: 00:31:58

person.

Janice Porter: 00:32:00

Do you still like to read a hold a book to read?

Janice Porter: 00:32:02

Or do you read it on screen?

Jason Friedman: 00:32:05

i It depends. So I love reading when I travel.

Jason Friedman: 00:32:11

But carrying the amount of books that I sometimes need with me

Jason Friedman: 00:32:15

gets unruly. So I do kindle a bit. But I actually have like a

Jason Friedman: 00:32:20

real Kindle where it's got like the paper so that I'm not like

Jason Friedman: 00:32:22

looking at the blue on the fun like the computer tablet or

Jason Friedman: 00:32:26

whatever you prefer. I love real books. I love marking them up. I

Jason Friedman: 00:32:32

love dog earing pages, I love coming back to it. I believe

Jason Friedman: 00:32:35

that, you know, authors put so much time into their book. And

Jason Friedman: 00:32:40

we read them once or kind of once. And I so like, I love

Jason Friedman: 00:32:45

coming back and reading books a second third time I take a new

Jason Friedman: 00:32:47

thing away. Sometimes it's like I've changed between times I've

Jason Friedman: 00:32:51

read it, it's not read it sometimes, like there's a

Jason Friedman: 00:32:53

different thing going on in my life that I hear it a different

Jason Friedman: 00:32:56

way. So and one of the gifts I give to people that are

Jason Friedman: 00:33:00

important to me, is I books that I love that I've marked up and

Jason Friedman: 00:33:05

dog eared, I have an assistant of mine go through and make

Jason Friedman: 00:33:08

replicas of that exact book. So we boy buy multiple copies, and

Jason Friedman: 00:33:12

we mark them up exactly as mine is. And I send them to people

Jason Friedman: 00:33:17

that I know they would benefit from that book. And I maybe even

Jason Friedman: 00:33:20

add a couple notes there a couple of spots that I think

Jason Friedman: 00:33:22

would be helpful for whatever I know is going on in their

Jason Friedman: 00:33:24

business. I send those out to them. And they love that it's so

Jason Friedman: 00:33:27

thoughtful. And it's fun. It's fun to do. So I use books a lot.

Jason Friedman: 00:33:34

That That one

Janice Porter: 00:33:35

I'm puzzled by because I'm like you like I like

Janice Porter: 00:33:39

to have my felt pen and my marker, you know, my highlighter

Janice Porter: 00:33:42

there mostly when I'm reading obviously business books or self

Janice Porter: 00:33:46

help books, those kinds of things. But if you sent me a

Janice Porter: 00:33:48

book that was already marked up, I'm not sure I'd like that.

Janice Porter: 00:33:52

Because that would

Jason Friedman: 00:33:54

love to try it and say, Yeah, that's really

Jason Friedman: 00:33:57

what's cool about it. So like, it's, it's like, it's not like,

Jason Friedman: 00:34:03

like every page you turn is like, you know, blocking all

Jason Friedman: 00:34:07

sorts of stuff. It's like these are really cool highlighted

Jason Friedman: 00:34:10

important things. Like if you look in your Kindle, now, you

Jason Friedman: 00:34:12

get that same experience, you see what other people are

Jason Friedman: 00:34:15

highlighted and whatever. And it's interesting, like some of

Jason Friedman: 00:34:18

those I agree with some of them I don't agree with and that's

Jason Friedman: 00:34:21

fine, like I wouldn't, and hopefully what it's Sparks is a

Jason Friedman: 00:34:24

conversation between us. That's stopping like, hey, like so I'll

Jason Friedman: 00:34:28

get someone to be like, Hey, dude, like, why don't you like

Jason Friedman: 00:34:31

Mark this? And I'll be like, let me ask you a question. Like,

Jason Friedman: 00:34:34

we'll start this like conversation. He's like, holy

Jason Friedman: 00:34:37

crap, I didn't. I didn't even think of it that way. And I'm

Jason Friedman: 00:34:39

like, well, like,

Janice Porter: 00:34:41

well, and that would be the one thing that I

Janice Porter: 00:34:43

would see is that it would be an insight into you.

Jason Friedman: 00:34:47

100% right. It's a way to build deeper

Jason Friedman: 00:34:49

relationships. Yeah, exactly. And like if I can do that you so

Jason Friedman: 00:34:53

I'll give you a great so I one of the books I recommend

Jason Friedman: 00:34:55

everybody write is a book called predictably irrational by Dan

Jason Friedman: 00:35:00

And I really I don't know if you've ever met it. Yeah, you

Jason Friedman: 00:35:03

should definitely grab a copy. Or maybe, just maybe you might

Jason Friedman: 00:35:07

get one, right. So so so if you're struggling with pricing,

Jason Friedman: 00:35:12

for example, right, so he's a behavioral economist, he looks

Jason Friedman: 00:35:15

at, you know, different, you know, patterns and things like

Jason Friedman: 00:35:18

that. And he's got these great stories and explanations about

Jason Friedman: 00:35:22

it. So the one of the one of the case studies, and there's about

Jason Friedman: 00:35:25

the Economist magazine. And so they do this thing where he

Jason Friedman: 00:35:28

shows like, they did this test where they had the digital

Jason Friedman: 00:35:31

version was like 65 bucks, and the print version was like 125

Jason Friedman: 00:35:36

bucks. And what do you think? What do you think sold more? The

Jason Friedman: 00:35:39

digital or the print?

Janice Porter: 00:35:42

You think the digital,

Jason Friedman: 00:35:43

right? So the digital did sell more? Right? So

Jason Friedman: 00:35:46

they it was a significantly increased amount of people, I

Jason Friedman: 00:35:49

don't remember the exact numbers off the top of my head, or I'd

Jason Friedman: 00:35:51

share them. But then they did another test where they did

Jason Friedman: 00:35:53

three options. And so in the second test, they did the

Jason Friedman: 00:35:57

digital only for 65 bucks, the only for 125 bucks, and the

Jason Friedman: 00:36:03

digital and the print for 125 bucks. Oh, so that wasn't a

Jason Friedman: 00:36:08

mistake. The second two were the same. So you got that. So what

Jason Friedman: 00:36:13

do you think happened at that point? Well, what do you think

Jason Friedman: 00:36:15

sold the most?

Janice Porter: 00:36:16

I think the third option, exactly what happened.

Jason Friedman: 00:36:19

Right. And so why did that happen? Because you

Jason Friedman: 00:36:22

can contact the know the con? Yes, you think it's a deal. But

Jason Friedman: 00:36:26

the comparison at that point is between the $225 options. They

Jason Friedman: 00:36:30

already discounted. Right? Yeah, right. So like, let's say that

Jason Friedman: 00:36:34

you are struggling with like those kinds of things in your

Jason Friedman: 00:36:36

business, which I have a lot of people that come into my world

Jason Friedman: 00:36:38

that are, this is a great thing to send them because it starts

Jason Friedman: 00:36:42

to unlock something that like, and he's a masterful writer. And

Jason Friedman: 00:36:46

it's, you know, just a great book. So, like, I would find,

Jason Friedman: 00:36:50

like reasons why I won't send somebody's book, another great

Jason Friedman: 00:36:53

book is made to stick by Chip and Dan Heath. I don't know if

Jason Friedman: 00:36:56

you've ever read that. But like, people, yes. Like, it's a great

Jason Friedman: 00:37:01

book, so many people that I know, like, they talked about

Jason Friedman: 00:37:02

the curse of knowledge in that book. And so many people that I

Jason Friedman: 00:37:05

know, are experts in their field, and they lose sight of

Jason Friedman: 00:37:09

like when customers are coming into their world, they lose

Jason Friedman: 00:37:12

sight of really where they are like, they may have been in

Jason Friedman: 00:37:15

touch with them a long time ago, but they don't now and they're

Jason Friedman: 00:37:18

talking way above their head and in different ways. And they're

Jason Friedman: 00:37:21

not telling sticky stories and all that. So I might use that

Jason Friedman: 00:37:24

book as a way to help you know someone and get them unstuck.

Jason Friedman: 00:37:28

So, people, I've never had anyone say, Dude, why did you

Jason Friedman: 00:37:31

send me this dirty marked up book? Yeah, having that

Jason Friedman: 00:37:35

experience, you might be my first we'll say. But, like,

Jason Friedman: 00:37:39

there's also a cover note that goes with it like, of why I

Jason Friedman: 00:37:42

chose this book. And like that, you know, there's there's

Janice Porter: 00:37:47

I can see that your heart is is at the

Janice Porter: 00:37:49

forefront of it. And I love people notice

Jason Friedman: 00:37:52

that right? So it's just an interesting thing.

Jason Friedman: 00:37:55

So but again, for your business, like what is it that you think

Jason Friedman: 00:37:58

will help people and touch people and show that you're

Jason Friedman: 00:38:02

interested in their success? This is just one of my things

Jason Friedman: 00:38:06

that I've kind of done and developed over the years, that

Jason Friedman: 00:38:08

seems to work really well. And you sent me an amazing gift,

Jason Friedman: 00:38:12

right? That was like super awesome. And it personalized and

Jason Friedman: 00:38:17

like it was just it was amazing. So you know, you have your ways.

Jason Friedman: 00:38:20

And so like, I just think for all of us, it's like, how do we

Jason Friedman: 00:38:22

connect more deeply? And those are very personal one on one

Jason Friedman: 00:38:25

kind of things. We might have businesses where we can't be as

Jason Friedman: 00:38:29

directly one on one. That's okay. The question is, how do I

Jason Friedman: 00:38:32

deliver that kind of feeling of one on one at scale? What would

Jason Friedman: 00:38:37

it look like? And so the question I like to encourage

Jason Friedman: 00:38:39

people to ask is not like, it's like, how could I? Like just ask

Jason Friedman: 00:38:44

the question, how could I? And see what's there? See what you

Jason Friedman: 00:38:47

uncover? I'm just percolate on it a little bit and see what see

Jason Friedman: 00:38:50

what love

Janice Porter: 00:38:51

it. I think we need to wrap up because we have

Janice Porter: 00:38:54

gone over time, because I love listening to your stuff. Sorry,

Janice Porter: 00:38:57

sorry. Oh, don't be sorry. I love it. What you have to say it

Janice Porter: 00:39:01

speaks to me. And I hope to my audience in the sense that it's

Janice Porter: 00:39:05

all about the customer experience. It's all about

Janice Porter: 00:39:08

caring about people and showing them that you care. And so if

Janice Porter: 00:39:11

you're not doing that in your business or through your

Janice Porter: 00:39:13

business, then you need to take another look. And you need to

Janice Porter: 00:39:16

see what Jason has to offer. So Jason, how can people find you?

Janice Porter: 00:39:20

Yeah, so

Jason Friedman: 00:39:20

you can definitely jump over the website

Jason Friedman: 00:39:22

that you were talking about earlier, CX formula.com. But you

Jason Friedman: 00:39:27

know, Janice, I'd love to do a little special something,

Jason Friedman: 00:39:30

something for your people, if you're cool with that. So I have

Jason Friedman: 00:39:33

a really cool PDF that I have put a bunch of time into that is

Jason Friedman: 00:39:38

like a really awesome strategy and tactical kind of approach at

Jason Friedman: 00:39:44

the same time. So I'm not going to tell you what it is. It's a

Jason Friedman: 00:39:46

little secrets a little surprise, but it will take you

Jason Friedman: 00:39:49

less than 10 minutes to go through. I did a

Jason Friedman: 00:39:52

gift.cx formula.com/relationships rule. We'll put it in the show

Jason Friedman: 00:39:59

notes. Just two favors from anybody that grabs it like,

Jason Friedman: 00:40:03

please do like, I want you to have it. There's no, no strings

Jason Friedman: 00:40:07

attached, you know, it's free. But the only thing I ask is that

Jason Friedman: 00:40:12

you, if you download it, please look at it, don't let it sit on

Jason Friedman: 00:40:15

our drive and not look at it. Because I think I do that, like

Jason Friedman: 00:40:19

it's so many of us do it, we download it, we get busy, it's

Jason Friedman: 00:40:22

something that will really help you. And I was really selective

Jason Friedman: 00:40:25

about what you can't find this on my website, when you go to

Jason Friedman: 00:40:27

see it from and you won't find this thing. I'm not sharing it

Jason Friedman: 00:40:30

with everybody. I'm sharing it only with, you know, special

Jason Friedman: 00:40:33

groups of people that I get to talk to. And it's a killer. Sure

Jason Friedman: 00:40:37

I teach this. It's part of my course, that I'm giving you. So

Jason Friedman: 00:40:42

again, just I think I think I know it'll help you. And I think

Jason Friedman: 00:40:45

if you give it the 10 minutes, you'll be like, Wow, this is

Jason Friedman: 00:40:48

cool. And then the second favor is like if you're moved by it

Jason Friedman: 00:40:52

and you decide you're going to use it, send me an email about

Jason Friedman: 00:40:54

what you did and how it worked. I'd love like literally want to

Jason Friedman: 00:40:57

hear how it worked for you. So my email address will be on an

Jason Friedman: 00:41:00

email that you get from or delivering it, just reply back

Jason Friedman: 00:41:03

and let me know what you think.

Janice Porter: 00:41:04

That's very generous of you. Thank you,

Janice Porter: 00:41:05

Jason, I look forward to having a look at it myself. So thank

Janice Porter: 00:41:09

you for being here. Thank you for your wisdom. And thank you

Janice Porter: 00:41:12

to my audience again for being here. And please, if you like

Janice Porter: 00:41:16

what you heard, remember to leave a review. We all love

Janice Porter: 00:41:18

that. And it helps the algorithms help move my forecast

Janice Porter: 00:41:22

up and so of course that's that's something that I'm always

Janice Porter: 00:41:26

working on and appreciate. So remember to stay connected and

Janice Porter: 00:41:30

be remembered