What Are You Delivering

{Editor's Note: I just finished writing the article, but by popular demand, I'm doing a quick video recap! So you have your choice of watching this 8-minute video, or reading the article below [or both!]}

https://youtu.be/TPSWfTeykig

In Lesson 1 we established WHO you are, so in Lesson 2 we have to establish WHAT exactly you are trying to deliver.

I did online coaching for almost a year before I realized that people were signing up to do my knee program. I had over 20 programs, yet 90% were signing up for just one of them!

At exact count currently, over 3000 of my 3700 members are on my Knee Ability Program.

It's staggering how much time and money I wasted on trying to deliver things that were not ME.

And now having realized all this, I am doing this EXACT Step 2 with the rest of my ATG Team (@mr1nf1n1ty, @theflexibull, and @basketbarth). I believe that they, too, will have powerhouse programs, but we have to get in Step 2!

I did Step 1 when I became the "kneesovertoesguy" - but I didn't fully realize Step 2 until I made the Knee Ability Program. Up until that point, I had 20 programs by sport, and we had about 50 total clients online.

Does this mean you can only deliver one niche product? NO, that's not exactly what I'm saying, BUT it does mean you will likely have to deliver a niche product to get your foot in the door. Coca-Cola now owns all sorts of beverages, and McDonald's makes salads, but that is NOT how they got there.

This week's assignment is thus clear: come up with the ONE deliverable service that means the MOST to you. This doesn't mean you can't concurrently deliver more products, but I DEMAND that you identify just one that means the most.

What happens when you really get rolling on Step 2 is you start to BRAND yourself. It takes a certain amount of effort to get someone to sign up for your services, but once you've got your foot in the door and you are KNOWN for something and successfully delivering that result, you have a marketing machine on your hands that will sell itself!

So,

"Step 1: WHO are you?" leads directly to

"Step 2: WHAT are you delivering?"

Who knew a multi-million dollar business would emerge from just online knee-centric strength coaching from a 28-year-old guy with no college degree?

Personally, I did NOT guess that would happen! I stumbled upon it by trying to see if a knee-only program could get some people to check out ATG. Now that knee-only program IS ATG! (Though as mentioned above, I am confident we can make the other 3 sections of ATG powerhouses as well - by following this data lol!)

Side note: I have over 200 members now on my Speed program, even though in the past, Speed was one of like 20 programs I had, and I only had 50 people TOTAL. Even my Speed Program is titled: "Knee Ability For Life: SPEED/PLYO." It all builds off the original product! This program is: how to build world-class knees WHILE transforming speed and elasticity.

This is an example of working your way to other passions, but STARTING with a winning program first. I have unique ways of making freaky fast/elastic athletes, which no one on earth is teaching quite like I do, and that is a PASSION of mine which I wanted people to be aware of! But no one cared about it until Knee Ability became a powerhouse. AND, referring back to Step 1: Knee Ability IS who I am at the core, and it means even more to me than the Speed/Plyo data.

Conclusion: make sure your first product is the one you would rather die than give up. For me, my purpose is getting Knee Ability known and applied on this planet. If no one ever uses my Speed/Plyo data, I can live with that. But what's funny about the situation is only by really buckling down and getting ONE winning product, did I open the door to another.

How many famous athletes or singers then get to be in TV shows? Success in one area can lead to another, but it USUALLY takes that success in one area, to get the chance to deliver in another.

I don't believe in absolutes, so I think there will be outliers who can deliver a bunch of different products simultaneously and do well, but DON'T FORGET THAT AMAZON SPENT YEARS SELLING BOOKS - AND NOT JUST ANY BOOKS - USED BOOKS.

I'm a numbers guy. I don't like opinions. I only like facts. And it's a fact that the majority of successful businesses started out by getting ONE THING done really really well!

I completely violated that obvious success formula by trying to have 20 different programs when I started online coaching, and it wasn't until I regressed back to focusing on just a knee program, that Knee Ability was born, and the business exploded.

So, WHAT are you trying to deliver?

Can't wait for next week, because we won't be dilly-dallying: we're jumping RIGHT into the actions of how to start blowing up your social media in order to get more eyes on your product, with daily/weekly measurable targets that anyone can do!