Donald Miller

We just put a big chunk of that person's salary out of the body of the airplane and out onto the right and left engine. And we can spend a lot more money on the right and left engine than we can on the body of the airplane.

So you're going to go ahead and spend a little more money on that. That money, you've got to say, okay, is that money going to the right engine, the left engine? Is that money going to the wings? Or is that money going to the body of the airplane? A normal customer service, they're going to save you some sales.

Whenever you go into a business and they've got this great facility with really beautiful furniture and all sorts of great swag, everything that I just mentioned is the body of the airplane. Really, what you're looking at, and you can see it within about 10 minutes of a conversation with the business owner.

They're certainly going to save you some negative chatter, but it's pretty hard to put that money on the wings or the right engine, the left engine. So what we're going to do is we're going to say, well, we're going to pay you a base salary of $50,000, but we're going to give you some incentives. For every retainer purchase, that is a subscription service that sticks around,

What you're looking at, imagine, Hala, let's say that you and your friends are going to do a great week in Hawaii, and you buy the plane ticket, and you're at the airport. You walk out on the tarmac, and that plane has a giant body, two tiny little wings, some little rubber band propellers on each of the wings. Yeah. And fuel is pouring out of the fuel tanks onto the tarmac.

who we know calls you and talks to you or emails you or chats you, we're going to give you 10% of that. And we think you can save X number of sales a year, which is going to get you to between 65 and $85,000. What did we just do? We just put a big chunk of that person's salary out of the body of the airplane and out onto the right and left engine.

Are you getting on that airplane?

No. That's what so many businesses look like. And people don't realize it's happening. Well, I hired my uncle. Well, we clearly need a new logo and some swag. Well, let's create this website that isn't very clear and doesn't actually close sales and is kind of passive aggressive. All those decisions are how you engineer a really horrible, horrible airplane.

And we can spend a lot more money on the right and left engine than we can on the body of the airplane. You know, whenever you go into a business and they've got this great facility with really beautiful furniture and all sorts of great swag, everything that I just mentioned is the body of the airplane.

If you look at every single business in history that has crashed, what you're looking at is an airplane that wasn't engineered very well.

And really what you're looking at, and you can see it within about 10 minutes of a conversation with the business owner, what you're looking at, imagine how, let's say that you and your friends are going to do a great week in Hawaii. And you buy the plane ticket and you're at the airport.

That's right. I agree with you. That's how we got there. And 17 million, there's a lot of people listening who have a bigger company than that. We're still very, very committed to growing this one to try to get to that 100 million. But the way that we will get there is we'll continue to engineer a really great airplane.

You walk out on the tarmac and that plane has a giant body, two tiny little wings, some little rubber band propellers on each of the wings. And fuel is is pouring out of the fuel tanks onto the tarmac. Are you getting on that airplane?

If you're on my sales team or my marketing team, you're probably going to be paid a little bit more than if you're in the body of the airplane. And even anybody in the body of the airplane, we're trying to figure out how to incentivize you and actually have you participate in the profitability of this business so that you can make more money.

No. That's what so many businesses look like. And people don't realize it's happening. Well, I hired my uncle. Well, we clearly need a new logo and some swag. Well, let's create this website that isn't very clear and doesn't actually close sales and is kind of passive aggressive. All those decisions are how you engineer a really horrible, horrible airplane.

If you look at every single business in history that has crashed, what you're looking at is an airplane that wasn't engineered very well.

That's right. I agree with you. That's how we got there. And 17 million, there's a lot of people listening who have a bigger company than that. We're still very, very committed to growing this one to try to get to that 100 million. But the way that we will get there is we'll continue to engineer a really great airplane.

If you're on my sales team or my marketing team, you're probably going to be paid a little bit more than if you're in the body of the airplane. And even anybody in the body of the airplane, we're trying to figure out how to incentivize you and actually have you participate in the profitability of this business so that you can make more money.

I think the best formula for a mission statement is we will accomplish X by Y because of Z. We will accomplish X by Y because of Z. If you can, write that down because it really will align your entire team. The X, we will accomplish X, are three economic objectives. And the challenge is we've got to figure out the three ways that we make money the most.

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