Stephen Bartlett

So things that are high likelihood success that are, you know, one step removed from the existing core business. And then 10% goes to moonshots. Totally like off the path, like let's just see, maybe we'll get 100 extra turn. We probably will lose on most of these. He proved it with math. He's smarter than I am. But fundamentally, that is the concept of more, better, new.

So things that are high likelihood success that are, you know, one step removed from the existing core business. And then 10% goes to moonshots. Totally like off the path, like let's just see, maybe we'll get 100 extra turn. We probably will lose on most of these. He proved it with math. He's smarter than I am. But fundamentally, that is the concept of more, better, new.

So things that are high likelihood success that are, you know, one step removed from the existing core business. And then 10% goes to moonshots. Totally like off the path, like let's just see, maybe we'll get 100 extra turn. We probably will lose on most of these. He proved it with math. He's smarter than I am. But fundamentally, that is the concept of more, better, new.

And so that's one of the chapters in the Leeds book, which is, okay, now that you have the core four, right? These are the four things that you can do. You can post content, you can run ads, you can do outreach to strangers, you can do outreach to people you know. Those are the four things any person can do to advertise. the first thing you do is you do more.

And so that's one of the chapters in the Leeds book, which is, okay, now that you have the core four, right? These are the four things that you can do. You can post content, you can run ads, you can do outreach to strangers, you can do outreach to people you know. Those are the four things any person can do to advertise. the first thing you do is you do more.

And so that's one of the chapters in the Leeds book, which is, okay, now that you have the core four, right? These are the four things that you can do. You can post content, you can run ads, you can do outreach to strangers, you can do outreach to people you know. Those are the four things any person can do to advertise. the first thing you do is you do more.

And for most small businesses, they're doing so little and think they're doing so much. And it's a huge gap in understanding. And so I'll tell this story that's probably the easiest way to explain it, which is when I had my first gym, I called up a mentor. He had 20 locations. I said, how do you advertise? He said, I use flyers. I said, okay. So I put 300 flyers out. It didn't work.

And for most small businesses, they're doing so little and think they're doing so much. And it's a huge gap in understanding. And so I'll tell this story that's probably the easiest way to explain it, which is when I had my first gym, I called up a mentor. He had 20 locations. I said, how do you advertise? He said, I use flyers. I said, okay. So I put 300 flyers out. It didn't work.

And for most small businesses, they're doing so little and think they're doing so much. And it's a huge gap in understanding. And so I'll tell this story that's probably the easiest way to explain it, which is when I had my first gym, I called up a mentor. He had 20 locations. I said, how do you advertise? He said, I use flyers. I said, okay. So I put 300 flyers out. It didn't work.

I called him back. I was upset. I said, WTF. He said, slow down. What was your test size? And I said, what do you mean? He's like, well, your test size. So like, I mean, the 300 wasn't the only amount that you put out. And I was like, well... Yeah. He's like, well, our test size is 5,000 flyers.

I called him back. I was upset. I said, WTF. He said, slow down. What was your test size? And I said, what do you mean? He's like, well, your test size. So like, I mean, the 300 wasn't the only amount that you put out. And I was like, well... Yeah. He's like, well, our test size is 5,000 flyers.

I called him back. I was upset. I said, WTF. He said, slow down. What was your test size? And I said, what do you mean? He's like, well, your test size. So like, I mean, the 300 wasn't the only amount that you put out. And I was like, well... Yeah. He's like, well, our test size is 5,000 flyers.

And then once we have a winner, then we do 5,000 every day in terms of flyers that they put on cars to get people in. And so over a 30-day period, he would be putting out 150,000 flyers. And over a 30-day period, I put out 300.

And then once we have a winner, then we do 5,000 every day in terms of flyers that they put on cars to get people in. And so over a 30-day period, he would be putting out 150,000 flyers. And over a 30-day period, I put out 300.

And then once we have a winner, then we do 5,000 every day in terms of flyers that they put on cars to get people in. And so over a 30-day period, he would be putting out 150,000 flyers. And over a 30-day period, I put out 300.

And so he was in a very real way doing whatever the math is there, but like 300 times or whatever, I don't know, a lot more, 500 times the math, sorry, 500 times the flyers that I was. And of course he was getting a better result. And so one of the fundamental misconceptions of small businesses is that they mistake low volume for volatility.

And so he was in a very real way doing whatever the math is there, but like 300 times or whatever, I don't know, a lot more, 500 times the math, sorry, 500 times the flyers that I was. And of course he was getting a better result. And so one of the fundamental misconceptions of small businesses is that they mistake low volume for volatility.

And so he was in a very real way doing whatever the math is there, but like 300 times or whatever, I don't know, a lot more, 500 times the math, sorry, 500 times the flyers that I was. And of course he was getting a better result. And so one of the fundamental misconceptions of small businesses is that they mistake low volume for volatility.

Meaning, if you're not sure where your sales come from and you get one sale here and then two weeks later you get another sale and it feels sporadic, it feels volatile. Well, there is a certain amount of advertising activity that is occurring over that period of time. And we know that a month passes and you get one to two sales.

Meaning, if you're not sure where your sales come from and you get one sale here and then two weeks later you get another sale and it feels sporadic, it feels volatile. Well, there is a certain amount of advertising activity that is occurring over that period of time. And we know that a month passes and you get one to two sales.