10MINMC
Season 2 Intro: Building a Business That Can Hold On
Final audio transcript | Approx. duration: 8:55
Transcript
[00:00] Let's go.
[00:00] Huh.
[00:01] I don't know what comes next, but I couldn't care less.
[00:05] I refuse to feel stressed.
[00:07] There's no fear in my chest.
[00:09] Yeah, don't move with my steps.
[00:11] Walk away from the pain I've been through.
[00:13] This feeling of winning is brand new.
[00:16] This is the moment I break through.
[00:18] Welcome back to 10 Minute Masterclass.
[00:22] I'm your host and lead MC, Trey Sheneman, and you're probably thinking, "Where you been, Trey?" Well, at the end of season one, I said season two was gonna expand to some voices I thought you needed to hear, and that
[00:32] was the plan.
[00:33] But this last 12 months has changed everything I think this show needs to be.
[00:37] So season two is not gonna be an interview session.
[00:40] It's actually gonna be me taking one core growth system at a time and staying with it long enough to make it useful.
[00:45] Not just quick opinions or highlight reels, but deep dives over multiple weeks so that you can apply what you learn in your own business.
[00:52] Now, before we get into what we're going to work through this season, I wanna start with an honest update because the last year has not gone the way I expected at all.
[01:01] I think there's probably a lesson for every founder in there somewhere.
[01:04] Now, the last time we were together, I was talking about growth systems, things like offers and marketing, sales and leadership, operations and people, all the things that help a business move forward.
[01:14] Then real life demanded more of me than I had planned for.
[01:18] See, my son Bear went through a major surgery, and our family spent a long stretch in and around hospital rooms with uncertainty that nobody can really prepare you for.
[01:27] There were days when the business still needed decisions, clients still needed answers, and my son needed his dad all at the same time.
[01:33] So I worked when I could, I took calls when I could, and I stepped away when I needed to.
[01:38] That season made one truth very clear.
[01:42] A business is not durable if it can only move when the founder is available all the time.
[01:47] That's not freedom.
[01:48] That's dependence with a nicer name.
[01:50] And I know a lot of founders live there longer than they want to admit, and me included.
[01:56] Maybe the company's growing, the team is working, the customers are there, but every single important decision still routes back through one person, you.
[02:06] And when that person has a hard season like I did, the business feels it immediately.
[02:10] I felt that pressure personally.
[02:12] At the same time, we were also under LOI to sell it all.
[02:15] And guess what?
[02:17] That deal didn't close.
[02:18] And for a minute, that felt like a setback.
[02:20] You know, you do the work, you go through the process, you start to picture what the next chapter could possibly look like, and then that didn't happen either.
[02:27] But on the other side of all that, of that process, that hardship, I've realized something very important.
[02:32] I actually didn't wanna stop building anyways.
[02:35] I just wanted a better structure for what I was building.
[02:37] See, there's a difference.
[02:39] The acquisition process forced me to see Herald through a buyer's eyes.
[02:43] It exposed where the business was too dependent on my time.
[02:47] It showed us where the offer architecture was too loose, and it made it clear that we needed more than one path to growth.
[02:53] And that's why we've spent the last year building out more systems intentionally, hiring more people, not just adding services, but building a clearer system, a
[03:03] system all backed by the Compass Method, everything that you learned in season one that's now called the Compass Method Operating System.
[03:10] And this, this is our different way that we're gonna help founders and brands grow without making every outcome depend on me being in every single room.
[03:18] We also moved houses in that period.
[03:20] Now, that might sound small compared to a hospital stay or a, a failed acquisition, but any founder who's gone through a major family transition knows this too.
[03:28] Sometimes you gotta slow down to go fast because, see, there's never fully clean quarters or perfect runways.
[03:34] You have to be able to always answer this question, "Can the business survive when life really happens?" So for me, I made the decision to go and get some partners, not
[03:44] because I was looking for a way out.
[03:46] Herald's been profitable since the beginning, and I'm still all in on building it.
[03:50] But I've learned that having the right partners and the access to the right capital helps power the right structure so that I and you, maybe you too, can build something more durable than
[04:00] you could build by yourself.
[04:01] And that's what I'm doing right now.
[04:02] The point is to create capacity, capacity to build better products, capacity to serve more founders, capacity to develop leaders, and capacity to make sure the company
[04:12] can keep moving forward when I need to be fully present other places.
[04:16] That's the summary of my last year.
[04:19] Some of it was hard, some of it was disappointing, and some of it was deeply personal, and some of it gave me more clarity than a smooth year ever could-
[04:28] It clarified what I want Harold to become.
[04:30] It clarified the kind of growth I wanna help other founders build, and it clarified where this show needs to go next.
[04:37] If you're a busy founder and your revenue has stalled at all, and you're wondering what in the world do I need to do about it, I want you to listen up.
[04:45] I have spent the last seventeen years codifying the exact processes that I've used with people like Dave Ramsey and Brendon Burchard and Darren Hardy
[04:55] and many other world-class leaders to help them unlock predictable growth in their business through a process I call the Compass Method.
[05:02] Now, for the first time ever, I've taken everything that's inside the Compass Method, and I've made it available in a done-for-you software called Compass Method Operating System, and
[05:12] it is out now.
[05:13] So if you're stuck, if your team's stuck, if it-- every time you guys get into a meeting, it's just a bunch of ideas and nobody really knows the reason why your growth has stalled, I want to give
[05:23] you an opportunity to get a special price as a thank you for being a listener to Ten Minute Masterclass on using CMOS, Compass Method Operating System, to help unlock the growth in your business.
[05:33] So if you'll click the link in our show notes, you can go to compassmethodos.com, put in code tenminutemc, that's one zero M-I-N-M-C, and you can save five
[05:43] hundred dollars on your Compass Method diagnostic services.
[05:48] Thanks so much for being a listener.
[05:49] It's gonna change your life.
[05:51] So season two is gonna be born out of some of that hardship, and it's gonna be more focused than ever.
[05:57] We're gonna take the systems beneath growth and break 'em down one at a time, and we're gonna stay with each one of those parts of the system for multiple weeks, long enough to move beyond some good ideas and
[06:07] into something you can actually install in your business.
[06:10] And first up is gonna be offers.
[06:12] We're gonna spend multiple weeks on what it takes to make an offer clear, valuable, and hard to ignore.
[06:18] Because a weak offer makes marketing work too hard, and if your buyer can't quickly understand what you help them do, why it matters now, and why your way is better, no amount of attention
[06:28] was gonna fix the problem.
[06:29] Then we're gonna step into marketing.
[06:31] We're gonna spend multiple weeks on how to earn attention, create demand, and turn a message into a marketable point of view.
[06:37] Not more content for the sake of content, not more noise.
[06:40] We're gonna talk about how to earn attention, create that incredible demand, and give people a reason to trust you before they ever even consider buying from you.
[06:48] Then after that, we're gonna talk about avatars.
[06:50] We're gonna slow down enough to understand the actual person on the other side of the offer.
[06:55] Because most companies do not have a targeting problem, they have a depth problem.
[06:59] They know who they wanna sell to in theory, but they do not understand the pressure, the language, the objections, or the decision that person is actually trying to make.
[07:08] We're gonna get more precise there.
[07:10] Then lastly, we're gonna finish season two talking about flywheels.
[07:14] We're gonna build the full system, not just run campaigns, because growth doesn't end when someone buys.
[07:19] That's actually where a healthy business should start compounding for the future.
[07:23] So how do you move from awareness to attraction to acquisition to activation and to advocacy?
[07:29] How do you build a business where one good customer experience creates your next opportunity?
[07:33] That's what we're going to work through.
[07:35] Now, each episode, just like last year, it's gonna stand on its own under the ten minute mantra.
[07:41] But each episode will also build onto the one before it so that it's not some rotation of disconnected topics.
[07:47] It's an actual body of work from beginning to end because this season is gonna be no theory.
[07:53] It's gonna be practical advice, ten minute master classes with clear ideas and a question or a concept you can take back to your business that same day.
[08:01] Then the next week, we're gonna go one layer deeper.
[08:03] Now, I didn't have a perfect ending to the last year.
[08:06] Bear's still Bear, and thank God he's still here with us.
[08:09] Our family's still learning how to walk through hard things faithfully.
[08:12] Harold is still being built, and I'm still learning what it means to lead a company without making the company depend on me for everything.
[08:19] So I'm learning too, just like you.
[08:21] But I do know this: the goal going forward is not to build a business that only works when life is easy.
[08:27] The goal is to build one that can hold on when things get hard, one that can serve customers well, one that develops people, one that can keep moving forward even when the founder
[08:37] has to be a husband, a father, a friend, or simply a human being first.
[08:41] That's the work.
[08:42] That's the work that I hope for you, too, and that's what this season is all about, and I'm grateful you're here for it.
[08:49] Welcome to season two.
[06:28] was gonna fix the problem.
[06:29] Then we're gonna step into marketing.
[06:31] We're gonna spend multiple weeks on how to earn attention, create demand, and turn a message into a marketable point of view.
[06:37] Not more content for the sake of content, not more noise.
[06:40] We're gonna talk about how to earn attention, create that incredible demand, and give people a reason to trust you before they ever even consider buying from you.
[06:48] Then after that, we're gonna talk about avatars.
[06:50] We're gonna slow down enough to understand the actual person on the other side of the offer.
[06:55] Because most companies do not have a targeting problem, they have a depth problem.
[06:59] They know who they wanna sell to in theory, but they do not understand the pressure, the language, the objections, or the decision that person is actually trying to make.
[07:08] We're gonna get more precise there.
[07:10] Then lastly, we're gonna finish season two talking about flywheels.
[07:14] We're gonna build the full system, not just run campaigns, because growth doesn't end when someone buys.
[07:19] That's actually where a healthy business should start compounding for the future.
[07:23] So how do you move from awareness to attraction to acquisition to activation and to advocacy?
[07:29] How do you build a business where one good customer experience creates your next opportunity?
[07:33] That's what we're going to work through.
[07:35] Now, each episode, just like last year, it's gonna stand on its own under the ten minute mantra.
[07:41] But each episode will also build onto the one before it so that it's not some rotation of disconnected topics.
[07:47] It's an actual body of work from beginning to end because this season is gonna be no theory.
[07:53] It's gonna be practical advice, ten minute master classes with clear ideas and a question or a concept you can take back to your business that same day.
[08:01] Then the next week, we're gonna go one layer deeper.
[08:03] Now, I didn't have a perfect ending to the last year.
[08:06] Bear's still Bear, and thank God he's still here with us.
[08:09] Our family's still learning how to walk through hard things faithfully.
[08:12] Harold is still being built, and I'm still learning what it means to lead a company without making the company depend on me for everything.
[08:19] So I'm learning too, just like you.
[08:21] But I do know this: the goal going forward is not to build a business that only works when life is easy.
[08:27] The goal is to build one that can hold on when things get hard, one that can serve customers well, one that develops people, one that can keep moving forward even when the founder
[08:37] has to be a husband, a father, a friend, or simply a human being first.
[08:41] That's the work.
[08:42] That's the work that I hope for you, too, and that's what this season is all about, and I'm grateful you're here for it.
[08:49] Welcome to season two.
