Natalie Dawson

I don't think they really understand what the work is that they're trying to get that person to do.

So they Google a job description or they chat GPT or use grok to put a job description that isn't actually connected to the real outcomes in the role.

I can imagine if you posted for a marketing position inside your business for you, marketing looks like lots of different things for the average business owner.

I'm just going to, I need somebody to help me with marketing.

No.

So then the person comes in with a certain set of experiences and they are going to drive based off of their experiences, whatever they think the outcomes are for their role inside that business, because the owner never took the responsibility to say, this is how I'm going to objectively measure.

Was this person successful based off of the fact that the marketing that we do for our plumbing business, that's doing $800,000 of revenue is actually email marketing.

Well, the good news is if you are a plumber currently and you're doing, let's say, $800,000 of revenue, you figured out marketing for $800,000 of revenue.

So the first thing in order to not be duped would be ensuring that the person that you're bringing on can at least do what you are doing and they can duplicate what you are doing.

Now, once they've demonstrated to you that they can take on those tasks for that $800,000,

They are competent.

They understand the business.

They understand who your customer is because you forced them to, because you documented what you did to get the first 800.

And maybe that's even referrals.

Great.

What is your referral process?

And how then, once they've been able to master what you created a model for, I like to call this the four M's.

model, mimic, master, multiply, the business owner can first create the model of what they're doing today that's generating the $800,000 of revenue in their plumbing business.

I take a model.

I have the model.