[00:00:00] Michael Pacheco: Hey everybody. Welcome once again to another episode of the remarkable coach podcast. As always, I’m your host, Michael Pacheco, and I’m joined today by Craig Martin. Craig is a serial entrepreneur, a business coach and consultant and recovering advertising executive helping entrepreneurs build seven plus figure businesses and exit to freedom for the past two decades now on a mission to help 1 million entrepreneurs make an impact Craig, welcome to the remarkable coach.
Thank you
[00:00:28] Craig Martin: for having me. You
[00:00:29] Michael Pacheco: bet, brother. I appreciate you making time to, to chat with me how I to open up this podcast. I like to invite my guests to just tell us a little bit more about yourself and your own words and why it is you do what you do,
[00:00:41] Craig Martin: Craig Martin introduction, I I’ve been in advertising business for over two decades.
I had an advertising agency. I worked with a lot of the major brands from startup, early stage startups to a lot of the national brands. I pivot from that. Roughly six years ago to coaching, consulting full time. I was doing it in between, um, a lot of the clients that I was working with over the years, some stuff wasn’t working for me.
The results wise, I wasn’t seeing, I think they were up to their optimal result that they could output. So the journey into coaching really started after I. Decided to one, stop doing brainstorming sessions, I break that out. And then I further went on to stop working from creative briefs, cause a little bit of resistance in this early stage, but then as time progress.
It was embraced by a lot of the entrepreneurs, business owners, brands that I was working with, because they now find that digging deeper into their businesses and uncovering stuff that they didn’t think about, because most brief, they were just created by. From, for perception, there’s a perceived problem and we just create something to get over this.
The results that was coming in from a lot of them, I didn’t see it as. Something reaching the potential and reaching the audience that it could reach and connect with. So I decided that whatever problem it is, let’s figure it out over a conversation, dig deeper and see what else is there. If there’s a problem or there’s a perceived problem, let’s see where it’s coming from and where it could go.
What next? So those are questions that popped up and I said we need to explore these. So I decided that I’m not going to get these from a creative brief. And that was the beginning process for me pivoting now into the coaching space.
[00:02:59] Michael Pacheco: Nice. Interesting. So what was the outcome of that?
What was it that you were looking for that wasn’t in the creative brief? Are we talking are we talking market research, customer interviews, that sort of thing?
[00:03:10] Craig Martin: I think 90 percent of the brief though. Not even that a high was getting, but that goes out in general, they’re pretty vague. Yeah. It doesn’t give you depth into the problem. Say it is is perception. And when you sit and you start having conversation with these people the marketing executive exec, you realize that.
These were just developed from perception. Something needs to be done. And we’re
[00:03:39] Michael Pacheco: totally, yeah that’s what I was getting at. I feel like, yeah, if it’s just, if it’s just a group of people at the company sitting down and writing down what they think the problem is. They’re not going out and talking to customers.
They’re not going out and talking to people who use the product, right? They’re not, they don’t know what the actual problem is because they’re not doing those things like customer interviews that usually in my experience, those kinds of things, right? That’s what turns up the root of the problem is when you actually have conversations with the people who are using the product, who are using the service.
[00:04:14] Craig Martin: Yeah. Cause focus group. Another thing I’m not really a great fan of. Sure, because, what they call in the industry, the Hawthorne effect, people act a certain way when they know that a certain result is expected of them. Yep. Yep.
[00:04:29] Michael Pacheco: Yeah. Yeah. Okay. Cool. So who are your clients today?
You mentioned that you used to work with, national brands and whatnot with advertising as a coach. Now you’ve made that pivot. Who are your clients today?
[00:04:42] Craig Martin: I, the wide range startups, self employed entrepreneurs and then entrepreneurs that’s building, uh, multi figure businesses.
So there’s a wide range choose carefully the people that I. I work with, as they say, watch the door. Yeah. So I still keep that principle. Cause if you’re not really focused or disciplined to achieve your ideal, then you’re technically wasting my time and yours.
[00:05:14] Michael Pacheco: Interesting. Okay. Where do you where do you get your clients these days? How do you market your services?
[00:05:20] Craig Martin: No, mostly networking. I am really just now getting myself in the social media space and I’ve ducked it for years. And I keep getting it in the head, like you need to be in social media. So now I am really trying to, step by my game up as it relates to social media
[00:05:40] Michael Pacheco: stuff.
I love it. I think, yeah I agree. I think that’s super duper important. The more you can. Be on social media. The more you can solve people’s real problems, people who are following you, your prospects, your ideal clients you’re going to, you’re going to garner, you’re going to build goodwill, earn trust, um, and get more people paying attention to you.
[00:06:02] Craig Martin: Yeah, the social proof now, yeah, that’s a part of the economy. Yeah. Yeah. It is now. Yeah. But referral, that’s always been a staple part of, getting stuff done. So yeah, that’s been there for a while.
[00:06:19] Michael Pacheco: Nice. Nice. What does a typical engagement look like with you, Craig? Do, how long, how long do you work with your clients and how often do you meet with them?
[00:06:30] Craig Martin: Minimum engagement, like three months maybe three or four times per month, depends on the client’s need. And then in between there’s always follow up, cause accountability, as I said, if you’re not committed, it doesn’t make sense. Yeah. Yeah. Yeah. Motivation is, will take you just far.
If you’re not disciplined, you’re not going to get there. If you’re depending on motivation to achieve your goals, you’re already lost.
[00:06:57] Michael Pacheco: I love it. So one of the things that you mentioned that you do for your clients in the brief for this podcast was building strong brands.
You help your clients build strong brands. Can you talk a little bit. about that. What do you do? How do you work with your clients to help them build strong brands?
[00:07:17] Craig Martin: Branding that’s a part of my focus back then. So from the grown up, the, for the archetypes, the whatever processes. So a lot of consultants, they will have Multi or a set framework that they work with.
I work, I have multiple frameworks and I will dissect them based on the clients. I try to, I often refer to the fast food. Strategy or method in, in both advertising and consulting space. Yeah, like people develop one thing and then they try to feed it on every client. Everybody don’t have the same problem and then you’re not really trying to get the same result for everyone.
So I will break the frameworks apart depending after doing a hint take or having a. Just, maybe I just regular conversation with the clients, see what their need is, and then we figure out something from there. Branding, it’s very wide. It’s a term that’s get thrown around a lot, but there’s a lot that takes place in building a solid brand and there’s a misconception as what a brand is.
To a lot of people, like I create the image representing my company and, Oh, that’s my brand. No, that’s developed from the perception of your audience, your customer. So is you is creating that base framing the thought process off. Your clientele.
[00:08:55] Michael Pacheco: Yeah, absolutely. I love it. Yeah.
Branding. When I, when people, we work on branding too, as well. And one of the things that I like to say about branding is that it’s simply, branding is not your image. It’s not your logo. It’s not your color way. It’s not what you. Want your brand to be a brand is what is in the minds and the hearts of the marketplace and the way that you, the way that you work on the way that you create a brand is by persuading, manipulating, manipulating in the best possible sense of the word, not in a negative way, but manipulating emotions around your company.
[00:09:37] Craig Martin: People start process.
[00:09:39] Michael Pacheco: Yeah. People feel two very different things when they think about the classic examples of Microsoft and Apple. They’re two very different brands and it’s in a almost an emotional thing. And Microsoft’s gonna be more on the intellectual side of things and Apple’s gonna be more on the lifestyle side of things.
Yeah.
[00:09:58] Craig Martin: People buy into Apple’s ecosystem, the soul off. The company, the brand itself, um, we can easily say it’s the most user friendly, or one of the most user friendly products now on the market. And for the. The soul behind that is no longer with us, but that soul still carry on in the products.
It speaks of the systems, the processes that was put in place by that person, Steve Jobs. He has a mind, a brain that we can say is pretty much unmatched and that legacy still in the, in, in the products, almost we were like more than 10 years since. His facet. .
[00:10:56] Michael Pacheco: Yeah. There’s, his big thing was to, was always to simplify and make things more accessible to humans and just make things easy, make things intuitive.
Increase the user experience, increase the customer experience, and make people, there was a, God, what do they call it? I think they call it, delight. And delight used to be a thing that they would try to build into Apple products. How, what are we doing here, not just to create a good operating system, not just to create a good phone, right?
What are we adding to the experience that will delight the end user? And that was a thing I remember that was talked about at Apple a lot during the Steve Job days. You mentioned, it’s been about 10 years or so since his passing. One of my, One of my kind of pet peeves about Apple since Steve Jobs passing is this.
This is the Apple mouse. Still
[00:11:54] Craig Martin: pains us.
[00:11:55] Michael Pacheco: That is completely unusable when it’s charging. Yeah. Steve Jobs is rolling in his grave that this was released. He would never have allowed this to happen. Nope. It’s completely unusable while it’s charging. And so what do I have to do? I have two of them cause I have to use them.
And while this one’s charging,
[00:12:15] Craig Martin: it pains us, but it’s one of those things that we just carry on tradition and do a new solution.
[00:12:21] Michael Pacheco: Yeah. Yeah. You just, you roll with it, but if I
[00:12:24] Craig Martin: think I think we just, yeah, it was Einstein. Yeah. That says everything should be, our thing should be made.
Simple, not simpler, some, something, I don’t remember the exact quote.
[00:12:35] Michael Pacheco: I’m not, I don’t remember either. Sure. But I
[00:12:39] Craig Martin: think it’s supposed to be made simple and not simpler.
[00:12:44] Michael Pacheco: Okay. There you go. Yeah. Yeah. Yeah. I think, and stuff like this, I think this damages a brand, right? This is, it’s something very small.
But if they released 10 products like this, you would see The damage to the Apple brand in reflected in their stock price. A hundred percent.
[00:13:03] Craig Martin: Yeah. The thing, they have a very forgiving customer base.
[00:13:09] Michael Pacheco: Huh. Yeah. That’s Steve job. That’s Steve jobs, right? I don’t think what’s, I don’t think Tim cook has anything to do with that.
I think Steve jobs built himself a crew of fan boys.
[00:13:21] Craig Martin: I started using Apple, I think like 95, 96. That’s all I’ve been using since.
[00:13:29] Michael Pacheco: Yeah. Yeah. So I never used Apple. I grew up on computers. I grew up with a PC. I got my first one in 1991. I did computer virus research on PCs. And then in 2007, I quit working in corporate for corporate America.
I bought my first Apple Mac book. And I was like, this is great. And I never, I’ve never used a PC since 2007.
[00:13:54] Craig Martin: I was the guy that was always in the belly of the PCs until the helper came in the picture. Yeah. I was always steering things apart. Actually, my. All, none of the computers I had before, the sides, I take all the sides, like the case, I took the sides off.
Yeah. Cause I was always in them. And then there’s always something the constant the thing that drove me, the final straw, I was working on something. Cause back then I used to do a lot of video stuff. Production and I remember I was working on this project and three quarter way through I was almost done and the hard drive crashed.
[00:14:41] Michael Pacheco: That hurts.
[00:14:42] Craig Martin: Yeah. I was there and back then they used to call it the screen of debt, the blue screen. Yeah. Yeah. And since that, so I got. I think it was the ClearCase, I think it was a saber tooth. Was the that Mac, that, that model.
[00:15:01] Michael Pacheco: Yeah, that was the there was a version of OSS 10 Mac, OSS 10 that was, there’s lion.
Yeah. And I think saber tooth was maybe one of ’em, something like
[00:15:11] Craig Martin: that. Yeah. No, the computer the computer itself, I think that was the name of the model of it. Oh, it was one of the clear the brown. The round one. That was I think those were just , I
[00:15:21] Michael Pacheco: thought maybe
[00:15:22] Craig Martin: transparent? No, it was a tower.
Oh, okay. It wasn’t the, yeah, it wasn’t the high the mic, it was the tower. Okay.
[00:15:29] Michael Pacheco: Yeah. I don’t know. That might’ve been a little before
[00:15:31] Craig Martin: that. Yeah, that’s a hole. Yeah. That’s, yeah. That’s from somewhere around there. .
[00:15:35] Michael Pacheco: Craig let’s circle back to, to, to Craig and your coaching.
Tell us you also, you understand about identifying target market, things like that. Tell us a little bit about that. How can. Our viewers and listeners here who are maybe thinking about their brand and thinking about marketing initiatives, what can they do? How can they what kind of actionables can our listeners do to help identify their target market?
And why is that important?
[00:16:04] Craig Martin: First that’s the bloodline of your. Company, your brand without a market, then nothing exists. The first thing I identify, what problem are you solving? What problem your client has? What problem is in the market that needs to be solved? And that problem that you completely confident within yourself, that you have an unfair advantage to solve for your market.
The. The part of the principle I flip it. Sometimes I tell people like. Don’t try to reinvent the wheel. If there’s a problem that you think you can make better, then you take that problem, find a 20 percent of that, what you can own and you put it into that problem. And you hone that and that’s your leverage.
That’s what you’re going to market. That’s what you’re going to sell to your customer. They’re doing something and you figure out the easy way to solve their problems. You take that. The problem is already there. You take it, you find a 20%, you put it into that problem, and then you hone that problem, and you sell it back to them.
[00:17:16] Michael Pacheco: I love it. I love it. I like, especially, I especially like the concept of improved and not necessarily new. You don’t need to come up with new solutions. You just improve on, on, on the solution that you’ve got. And you can, there’s a number of ways you can do that, right? You can solve their solution in less time.
You can solve it for cheaper. You can solve it. There’s a few different ways that you can do that.
[00:17:40] Craig Martin: Yeah. And it’s not just for them. It’s for you because whatever it is, you’re finding a problem, you solve a problem at scale and just continue to iterate as you go.
[00:17:53] Michael Pacheco: No, that’s great. That is fantastic.
So Craig, tell us share some wins with us of from your clients what kind of wins have your clients seen over the years as they’ve worked with you?
[00:18:03] Craig Martin: Yeah.
I have multiple clients that grown their business, many folds. I was having a conversation recently with a client and he was like he was doing some reflection and he now feel that he’s comfortably enough. To step in my shoes,
because he said he did other coaching actually that client is a client from, I was operating an agency that transitioned with me when I pivoted into the coaching space. And while I was doing his advertising over the years, he actually had. Coaches that he was working with and he said that the things that I.
Taught him, he has never, all the money that he spent over the years doesn’t equate to half that thing. Cause he said you’re not, you don’t only direct, you teach. And he said, now it’s I feel comfortable because I understand what it takes to build a business. I understand what it takes to build a brand.
And I learned all of that from you.
And yeah, this guy has two companies that’s doing well into the seven, eight figure.
[00:19:27] Michael Pacheco: Nice. That’s great, man. That’s awesome. I love it. I love it. Craig, what are three books that you recommend all your clients read?
[00:19:35] Craig Martin: The E MIT. That’s a highly recommended book for, even if you’re a seasoned entrepreneur, it’s a good book to revisit every now and then. A hundred percent. Good to great.
That’s a very good book. And that’s two on the business side and brand side, I. Any one of Martin Neumeier’s books are pretty good. Brand Flip or Gap, those are two books that I would recommend. Yep, you got it right there. Great one. Yeah. Great one. Yeah, that, that will I think, give any entrepreneur a, an idea of where they want to go and join a fourth one Simon Sinek’s start with why those will give you pretty good direction.
[00:20:25] Michael Pacheco: Nice. Awesome, Craig. This has been great, man. Is there anything that you would like to chat about that we have not yet had an opportunity to touch upon? Ah
[00:20:35] Craig Martin: find something. My, my brain is all over the place. Yeah. I love the, I have a very expanded knowledge base, so just throw it out,
throw something out and we’ll see where
[00:20:48] Michael Pacheco: we go. Gosh, let’s see. Let’s talk about vision and mission. Tell us about how you work with your clients on vision. And mission. Why is that important? And how do you help your clients define and focus in and hone in on those things?
[00:21:05] Craig Martin: Again, those two things, they one in the same in my perspective. Okay. Okay. Yeah. Yeah.
[00:21:14] Michael Pacheco: How are they one in the same? I think a lot of people would see vision as a kind, as like, where is this company going to be? What are we going to do with this company in, five years?
Whereas mission is more like, what is, what is our raison d’etre? What, why are we here? Why are we doing what we’re doing? I feel like a lot of people would see those as two different things. How
[00:21:36] Craig Martin: are they Yeah they’re
components that shape both of them to the same end goal, in my opinion. foR a mission it’s a continuous Process for me a lot of people will, Oh, my mission is this. And that’s what you work. And again, it’s stuff that you iterate as you go, your mission can change. Your vision can change because now we’re in a very.
Agile market, the economy, things are swaying the, we are dealing with the emergence of technology, things are moving fast. So there are process that will, and I expect that you will have iteration them as you go. So it’s not something for me that is set in stone okay, this is my mission and this is what we’re going to lock ourselves in and focus on that.
Yes, there’s a hand goal. You have your ideal that this is the future state that I want to get to. These are the things that we’re going to do to get there, but those things change. Oh, sure. Your mission will change. Your vision will change, but keep top of head your future state.
[00:22:52] Michael Pacheco: That’s like the old sports saying, keep your eye on the ball.
[00:22:56] Craig Martin: Yeah. That’s the reason why it said for me, like they’re one in the same.
[00:23:01] Michael Pacheco: Sure. Okay. That makes sense. So how do you, so going back to the original question, how do you help your clients develop their vision and mission and how do you help your clients execute on that vision and that mission?
Problems are broken down
[00:23:20] Craig Martin: for me in tiers.
How achievable are things in your process? And normally I’ll do like a scoring and the problems. So all the problems that I do, you list them out, you write them down. We have them on paper and then I’ll run through a scoring process.
What are the immediate? Things that need attention and what achievable are them now with the resources, with your knowledge, the skills, whatever you have now. How applicable are that to achieve those and I will lay things out. In that manner. So as you, you go, okay, I need to learn this new skill. I need to develop this.
Okay. I need to get this resort to resort to this stage before I can move it to this problem. So it’s a process for me and not trying to just run into the game and just trying to, kick the ball wherever direction you turn it’s strategically. Aligning yourself with the problems that you have in front of you.
I like it.
[00:24:35] Michael Pacheco: I like it, man. That yeah, that makes sense. And you gotta that’s the stuff you iterate on that too, right? Because it’s not gonna stay the same forever. Yeah, it’s
[00:24:43] Craig Martin: not gonna stay the same, as I said. Everything is It’s liquid. We’re in a very fluid growth stage right now and going to get more agile than it is right now.
We’re at the tip of the heist. Yeah. If you look around at the, I was having a conversation and the whole thing came up with the AI things and we’re things are now. And I was explaining that people are just overwhelmed because. Now, AI being introduced to us in a state of leisure, if we go back to, I would say, oh, two, oh three that’s when we, most people really come face to face with the emergence of AI, after nine, 11, things change.
And all of these things, when you go into the airport and you start going on that. It’s AI at work, it’s just that now we’re in a different state of mind. Then we view it as something that’s necessary to protect us, it gives us peace of mind. So we weren’t thinking about it the way we are now, because now, okay, it’s at scale and it’s now being introduced.
To we in the form of leisure. It’s like it’s now in the hands of everyone. Every turn. You turn it there. So like people just now overwhelmed because it’s just in your face, but it’s always been there. Sure. We’re now in a singular universe. We’re not in the world no more where it was over there and we are over here.
We are in a singular universe now. The problem is how do we coexist? Cause it’s not going anywhere now. Yeah it’s a tool and that’s the thing. Like people just need to understand that this thing is just a tool for the efficiency of human,
Everything we use now. It’s the hammer
[00:26:46] Michael Pacheco: of 2023.
[00:26:49] Craig Martin: Yeah. You’re in Washington. I’m in Miami right now. We’re communicating, we’re using AI now. It’s a tool.
[00:26:58] Michael Pacheco: Yeah. Yeah. Awesome, man. I love it. I love it. This is great stuff. Craig, listen, man, where can our listeners and viewers connect with you online?
[00:27:08] Craig Martin: LinkedIn, um, Instagram, Twitter, I am Craig Martin and LinkedIn and Instagram, and my name and LinkedIn. Awesome. And also The thing like for LinkedIn, there’s A couple of people say that they have to actually type in Craig Martin consultant or coach because there’s so much. Yeah. My name is, yeah, it’s just a very common name.
Yeah.
[00:27:42] Michael Pacheco: We’ll put we’ll put links to all of that on the show notes page. Craig, I know I’ve got your LinkedIn, I’ve got your Instagram. I’ll need to pick up on your Twitter account. I don’t think I have a link to that, but we’ll get that.
[00:27:52] Craig Martin: Yeah. I am not, as I said, I’m just really getting myself active on social media.
So most activities right now, since I really started. Coaching myself out is on Instagram and LinkedIn. That’s great. According to the research in for where I am now, LinkedIn and Twitter needs to be my focal outlets. Yeah.
[00:28:19] Michael Pacheco: Yeah. LinkedIn, especially I think for coaches, LinkedIn is going to be a big one for you.
[00:28:23] Craig Martin: Yeah, as I said, it’s becoming now what we said a graphic design space was back in the early 2000s, a very saturated market, but the thing, there are some great coaches. That I come across, I happen to have conversation with some phenomenal coaches, but again, it’s just to see if true, find someone that’s really focused and we’ll help you get to that ideal space that you’re trying to get to, it’s, I get their clients.
I have a misconception of what a coach really supposed to be. It’s even though the coach and the mentor, I tell people like a mentor directs you where you need to go, a coach guides you to where you need to be, it’s two different. Process, but if you’re not at that space within yourself that I need to move from here to there, sometimes it doesn’t work for you or you may become a little bit overwhelmed because mentally you’re not prepared for it.
They’re coaches. That’s going to drive you like I am going to drive you because if you’re trying to achieve something, you need to be disciplined and accountable. As I said, if you’re depending on motivation to take you where you want to be, that mean you’re already lost. Motivation is a very passive state of mind.
[00:29:50] Michael Pacheco: Yeah, it’s a very fluid state of mind, like motivation comes and goes very easily. Yeah. Especially it goes very
[00:29:57] Craig Martin: easily. Discipline, it goes very easily. And the thing like, motivation, 99 percent of the time is coming from a stimuli. Something gets you to that space.
[00:30:10] Michael Pacheco: That’s a good, yeah, that’s a good point.
I think it was, I want to say, I think it was Tony Robbins. I think that said motivation is like bathing. You’ve got to do it every day. You’ve got to, you’ve got to watch something motivational or read something motivational and practice being motivated every day.
[00:30:28] Craig Martin: Yeah. That’s why I lean to discipline.
Make it a part of you, get it in your blood because once that becomes a part of you, you being motivated can lead you to become indisciplined. But you make that a part of you, you no longer depending on an external force to get you moving, to take you to that space that you need to be.
[00:30:55] Michael Pacheco: No. Yep. I Jocko Willink is one of my. I would say one of my coaches I don’t, I don’t know him personally. I’ve never met the guy, but he’s definitely a, a mentor of mine. I read his books and watch them on YouTube and his one of his great books. And in my opinion, a wonderful book is discipline equals freedom.
[00:31:15] Craig Martin: Yep. And that’s just what it is, a mentor, a coach, sometimes it doesn’t have to be somebody that you’re in contact with. It doesn’t have to be someone you have a relationship with. You choose that hero and all you need to do is just look at the hero’s journey and you just apply those same strategies to you.
As I said, success, failure, they all leave a trail. Absolutely. And now we Information is, it’s very accessible. And again, I, and I will put this out there because a lot of people think that, okay, something is accessible. It is valuable. Take that extra step to get valuable information because a lot of entrepreneurs, people in general fail from, an abundance of the wrong information.
Accessibility doesn’t equal value, and that’s something that needs to stay at the top of mind when new information is entering in your space, focus more on what you get in and not what you put out. Yeah,
[00:32:26] Michael Pacheco: I think that’s, yeah that’s a great, that’s a great little coaching tip there.
Quantity does not necessarily equal quality.
[00:32:33] Craig Martin: That’s a good, the availability of information kind of push people in a lazy state of mind. You type something on your phone, you, your, everything is there. And the first thing comes up okay, this is it. No dig deeper. Yeah,
That’s where you’re going to find the goal, it’s not going to be in the surface, whatever on the surface is there for a reason. Not a lot of people go further than there. So if you want to separate yourself, just. Take the extra minute, two minute, just dig a little deeper and find something else.
Because as I said, if you’re doing something or you’re accessing new information, you’re learning something first, figure out. What leverage that’s giving you,
if they, is this separating me from my competitor? Is this giving me advantage? Is this giving me an unfair advantage over everyone else? Where is the stake in
[00:33:37] Michael Pacheco: me? You can even flip that frame a little bit and say, is this actually helping my clients? Is this actually helping, my ideal client, people who would be my clients?
Is this actually helping future clients? When you’re talking about, so you were saying, you’re starting to do the social media thing and starting to market yourself on social media and build a reputation and work on your brand. That’s all. That’s what that is. Is you’re working on your brand.
And that’s a great question to ask as you’re creating content and you’re putting content out on social media is this actually helping my ideal clients, my future clients, or is this just me talking about stuff?
[00:34:16] Craig Martin: Yeah, but it’s not just for the clients. It’s also for you. Sure. What leverage are you gaining?
Every single piece of information that I consume, what leverage? Is it giving me everything that you do for the day? Because most people, as I said, 99 percent of people are currently where they are because they get up and do 99 percent of the things they did the day before. Huh. Yeah, it’s like we are.
Technically just following a pattern, the other day we were having a conversation and then the whole thing of, not a client, but someone that I was talking to, he was saying he’s trying to build his business, get his business to the state. Where he has more loyal customers and I was telling him, I said, no customer is loyal,
then he was saying, but he now started making examples, brands and people that are committed to brands. And I, and, we’ve referenced him himself. I said. Our brain doesn’t like change. Our subconscious mind doesn’t like change. And once you’re comfortable with something, it’s not going to push you to get out of that comfort zone.
Because 90 percent of the decisions that we make, that’s made by our subconscious mind, not our active mind. And I said, you’re comfortable, or you believe that you’re loyal to a brand because no one helps. Has produced something in front of you that entice you enough to change
your mind becomes comfortable, but you’re not loyal to that brand other brand that had a product just doesn’t popped up in front of your faces
[00:36:09] Michael Pacheco: yet. Yeah, give it time.
[00:36:11] Craig Martin: We all consider, Oh, we are loyal Apple users. Yeah, because they made a promise. They have kept their end of the promise up till now and nobody has disrupted the space yet for us to say, Oh, I need to look deeper over there.
It just don’t happen, but in technicality there’s no, nothing as a loyal customer.
[00:36:32] Michael Pacheco: That’s an interesting way to look at it. It’ll be interesting to see in, in 10, 20, 30 years who is going to take over the computer market, because Apple’s not going to reign supreme forever.
And same thing with PC’s
[00:36:47] Craig Martin: and windows. But back to what I said earlier the soul. It’s still in the brand and if they maintain, yeah, they will, stand up for a while and. If you’re smart enough, take out the other guy that that, that rise to take that space, just because now, as it is right now, most companies are acquiring businesses and most company acquire other companies for two reasons, either they’re gonna they acquired that company for the equity that company had built in the market.
Or they had they buy the company out to kill it. I have built this equity up here and now you’re stepping on my ground. So it’s either I’m going to take you out or I’m going to take that little leverage that you got over there.
[00:37:42] Michael Pacheco: And bring it under my umbrella now. Yeah, that’s great. Craig, I want to be, I want to be respectful of your time.
I know we’re coming up on the hour here. I want to thank you again for making time to chat with me. Craig Martin acclimated minds. com. We’ll have links to your website, to social media your LinkedIn, your Instagram and everything else on the show notes page for this. Craig, man, thank you again.
I appreciate you making time to chat with us here on The Remarkable Coach.
[00:38:11] Craig Martin: It’s about spreading knowledge and helping people to build their business. As I said, I’m trying to reach our impact, at least a million people to make a change in their journey. That’s just where things
[00:38:24] Michael Pacheco: are. I love it, brother.
Big goals. It’s great. And it
[00:38:30] Craig Martin: seems big, but I think with the. The space that we’re in now, there are some possibilities of reaching the milestone, social media, we get there, do things right. We should be able to help some people change their lives. And, as I said, the goal is to take people out of their space, exit to freedom.
You don’t need to be running a business for half your life. You got to enjoy
[00:38:56] Michael Pacheco: it early. We only get the life once.
[00:38:58] Craig Martin: Yeah. That’s the important thing.
[00:39:02] Michael Pacheco: Thank you. Of course, as always to our viewers and listeners as well. You guys are fantastic. I’m Michael Pacheco with Craig Martin. This has been the remarkable coach.
We’ll see you guys next time. Take care.
