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Ryan: I’m Dr. Ryan Debell. This is the Health Fit Business podcast.  I turned your mic off. That’s going to show up though because it’ll echo. That’s going to be funny. This is the Health Fit Business podcast. In this episode what we talked about is goals and then systems and how your goal should help you figure out the how’s not the daily quota. So, without further ado, let’s get into it.

Anthony: Welcome, welcome, welcome, welcome, welcome!

Ryan: To the Health Fit…

Anthony: Business..

Ryan and Anthony: Podcast.

Anthony: I’m Anthony Gustin.

Ryan: And Im Dr. Ryan Debell… Dr. Anthony Gustin!

Anthony: Yeah, kind of.

Ryan: Whatever!

Anthony: Anyways, this episode is about goals, systems, and goals and systems.

Ryan: Yes and why just having a goal… Having a goal is great but having a goal also does not show you how to get to the goal.

Anthony: Yeah. You need to break that sucker down.

Ryan: And not just for example, let’s say you have this goal of “I want to make a million dollar this year.”

Anthony: One million?

Ryan: So, I need to make… Oh what is that? $800 something thousand a month?  

Anthony: $83,300

Ryan: $800000 a  month! 8, what is it?

Anthony: 8-3-333 and 33 cents.

Ryan: Oh! Someone’s done this calculation. And then per day, that’s around $23/ $27,000.

Anthony: 28-23.

Ryan: Is it 28-23? Okay! Wow! We did not talk about this before before we recorded.

Anthony: No, we did not!

Ryan: So, rather than… Okay. So, the goal is “I’m going to make million dollars this year.” So, monthly it is whatever and then daily it’s 2333. So, today I have to figure out “How am I going to make $2800 today?”

Anthony: You have to think about that every single day. Good luck!

Ryan: That is not what the goal should do but that’s where it goes. People are like “Oh! I set this goal so I know that I have figure out how to make $2800 a day.”

Anthony: Break that down and then every hour I need to make this much money.

Ryan: Yeah! Like every minute. So then it is like, “Well, if I am not making that right now this minute. I am not hitting my goal.” So, there is always this weird sense of pressure. That really does not need to be there. The goal helps you figure out what are the steps, what are the systems, or the processes that need to be in placed to meet that goal not “How do I make sure I make $2800 today?” Like that’s a different, that is a switch in mindsets.

Anthony: So, the way I think about it is have the goal then use the goal to figure out and ask several times why and how and then once you have why and how then build a system around that and then like we talked about in the previous episode, then evaluate that constantly if that is the right system and right how.

Ryan: So, let’s give some practical examples.

Anthony: So, example that I will give. Let us say we have a revenue target for Perfect Keto. I wasn’t just going to go sell random amount of units every single day because that was my goal. It just doesn’t work that way. And so, one of the things that we’re investing a lot in is… There’s not a lot of space in the Keto market for consolidated resource for information and that was what bugged me a lot about it is that people just ask a lot of questions  that should be answered in that consolidated space. There’s nothing like that that’s online. The goal was to, for an SEO purpose and for a usability purpose, for people to be able to have a place where people could go online and learn everything that they want to know and make keto is easy, and frictionless and successful for them as possible. So, goals-revenue break that down to “Okay. Hmmm… What is useful?” “Okay, content.” Maybe we should invest in content. If we publish content we can get ranking. Have a usable site. People get value out of it. They find value in information  and then use the products to supplement their ketosis journey.

Ryan: So, then your system is like  certain amount of content.

Anthony: And so, then, then I say “Oh! Okay. So, that could be… Break this down even more.” What goes on to making content? We  need to come up with an idea. We  need to come up with a blog post. Then, we  need to come up with, some graphics, we post it, and then we need to promote it. What are the every single steps? All the steps that go into actually producing that content  that leads to this exposure, that leads to this people coming to the website, that leads to increase revenue. And this is just one hypothesis. They could have a lot of this different steps running in simultaneous fashion. But then, I say “Okay! All these steps I try it two or three times. Found a system that I thought was really efficient and effective then I had team built around that.” I have now someone who does the generation of the content- keywords and so he says “Hey! We should… People are searching a lot for this… There is not a lot of good information on it.  We should write an article on this.” We have a whole list of those things. And we have content writer, she’s great! She pulls us information. There’s a lot of research on it then creates a content. We have a graphic designer who then creates all the infographics we need for it, all of the featured images and then that goes to another person on the team who then formats it and then puts in online and that goes to another person on the team who then post it.  And so now, there is this system  that three times a week just happens as a playbook like that because that’s the way that we have done it and then as we have gone back and reevaluated  and kind of looked back, it has been a very very very effective way to reach our goal.

Ryan:  So, then you know rather than like “Oh! This one minute and this one hour we did not meet the number of sales we needed.”

Anthony: Right!

Ryan: “Now, we are not hitting our goal.” That is not what we are trying to do.

Anthony: You don’t break down your goals into manageable chunks. Like you use the goal to ask the question of how and why and then you build a system around that and then spin that up.

Ryan: And then you go “Today… This week we need to make sure that we make three pieces of content.”

Anthony: Right.

Ryan: Not worrying about like scrambling to figure out how do we sell x amount of units.

Anthony: Right and so then I could look every month, my monthly check in and say, “Okay. Content is working but our goal is this and it is producing this much revenue.” You could track all these stuff in google analytics and see what’s coming per month and then I can say “Okay. Instead of three, let’s do four and see if that.” It is just a linear thing where  we do  from three or four, we should do revenue from x to y. Does that work? Or like “Oh! Everything is going great. No need to change that. Let’s move into another thing that could lead to improving this tool.”

Ryan: Maybe it is not content, it is something else and then tweak that. Because you know the content is doing what it needs to do. Now, we have a new goal so let us find another avenue to increase revenue.

Anthony: Right. This is a good example of also kind of go a bit off tangent here but a lot of people are shocked  when I told them we don’t spend any money on ads. The thing is it is so easy to like “Oh! You spent money on Facebook ads and get customers that way.” We are still figuring out and testing  and refining a  lot of processes around free ways  to improve our brands so affiliate marketing, content marketing. So that’s like the big place we are really investing in a lot of right now. We are still  grading ourselves in how that is going and we are haven’t perfected those things yet. So, I am not going to start spending money on ads until I get these processes and systems really refined and going in the direction that I want.They are going very well but I think they can always be improved so until you kind of plateau on those, I am not going to keep adding things in.

Ryan: Yeah, that is why I think you know it becomes too sporadic. So, this really place in well with our episode on monthly evaluations. If you don’t stick with something for the whole month or multiple months and slightly tweak it everything you do is so random. You go “I try this and I try this and I try this and I try this.” It does seem like anything and it’s really working and it’s like calm down.

Anthony: Settle down son.

Ryan: Settle down. Give this method, it’s due diligence and then evaluate how you can do it better rather than like “I have to hit these goals so I have to go from all these different places to try to get these done.” It does not have to be that way. If you don’t hit your goal, it doesn’t mean you’re failing, it just means you’re learning.

Anthony: That’s wise.

Ryan: Ooohh.. Wow! Where did that come from?

Anthony:  Deep.

Ryan: Let’s ask Margot to make that into a quote.  

Anthony: Margot is a graphic designer who makes these posts for us. She’s a phenomenal person.

Ryan: She is incredible. I wouldn’t be able to do so many things without her.

Anthony: No.

Ryan: Those skills. So, think about. What is the challenge of the… Are we ready for the Challenge of the Week?

Anthony: Do you have any example? Feel like I have taken…  

Ryan:  Yes. I have an example. So, I have been doing this with affiliate marketing. Testing affiliates for some of my digital products and saying “What process works best for affiliates?” And then tweaking that. What is the best way to launch affiliate? What is the best way to partner with affiliates? What is the best way to do that whether in terms of like a bundle or some sort of discount for the affiliates?  Email list.

Anthony: Hold on doc. You went straight to affiliate marketing?

Ryan: Yeah.

Anthony: Was there a goal behind that that led you to think “Hmmm… how can I reach that goal?” and then on the list, affiliate marketing was one of those things.

Ryan: Yes, yes.

Anthony: So, you didn’t just think of the goal and then break the goal down in manageable chunks like everyone online told you to do.

Ryan: No, no, no. I said what I want by the end of the year is 1000 people to be signed up for my online workshops.

Anthony: If you wrote that down it is like “Okay. Today I need 15 people signed up. Manageable chunks of a goal.”

Ryan: And then, how do I, I have to go find and scurry around and find 15 people. What I’ve decided was… Alright there’s probably like a lot of ways for me to get a thousand people signed up for my online workshop by the end of the year. I just have to pick one and try it and milk that and then if it doesn’t produce results then I will try something else.

Anthony: The great thing about systems is that if you get affiliate marketing down and let’s say that’s even fifty people a month that you have a system on, that you can hand up to somebody else.

Ryan: Then I can focus on the next goal.

Anthony: Now you go to the next one and then have somebody else.

Ryan: Right.

Anthony: And then the next one so like you can break off chunks of your goal not in breaking down your goal but breaking down how and why you can use the specific things to reach that goal and then systemizing it is a way that you can layer it one on top of another so you can actually reach the goal. That’s how you reach goals.

Ryan: If I did like one affiliate launch and for those of you who aren’t familiar with affiliate marketing which may be a lot of people… Shall we explain a little bit about affiliate marketing?

Anthony: Yeah!  It’s a win – win – win scenario.

Ryan: Yeah. Triple win!

Anthony: Yeah. Trip win.

Ryan: W…

Anthony: So, let’s say someone has an audience. Instagram, email list, or website and then somebody else has a product or a service that they think is valuable and solve a problem, they say to the influencer or affiliate “Hey! I have the solution to your audience’s problem.” So, in your case it’s how to move better. You find people who have audiences like people who like to move. And then they say “Hey! Am partnering up with Movement Fix and we are having a special.” Usually you can share the revenue with the affiliates so that’s a win. You get the revenue and people are learning how to move which is a win for you. Then the person learns a new valuable skill and how how to move so win for them.

Ryan: So, that is a win as well.  So, then if there was like let’s say another blogger who had 15 or 20,000 people on their email list and then we do an affiliate launch then a percentage of their following they go “Hey! That is a solution to a problem I have.” They will buy it, they didn’t know who I was before or they weren’t aware of the product or a solution, now they are so that is the triple win. So, I could do that, I could do Facebook marketing, I could do all sorts of other thing but I’m going “I’m going to focus on that and I’m going to evaluate how it’s going. I’m going to learn how to do it better. I’m going to really hone that.”  And then, once it is honed pass that off and then find the next one. Anthony: Yeah. So, in summary it goes –  get a goal, come up with a ton of reasons of how you can reach that goal. Don’t just break it up into daily thing. Say literally “This goal is revenue” whatever. Break it up in to how you can get it done. Then from that, don’t try to do all those things. Pick one, test it out and try to make a system out of it. Not everyone is going to work so that’s failing over and over and over and over again, just scrap that. If it’s something that very easily works, refine that system first before you try other stuff. That’s why we are not doing paid ads because content and affiliate are working or getting better and better and better system. I  can see improvement over time.

Ryan: Yeah. If you went to those other ways, you’re going to lose your ability to hone those.

Anthony: Until we perfect those systems, we’re doing those things and then we are going to pass that off and have it run completely in the background when it’s the point where it gets to really stable point. And then after that, then we go “Okay. What’s another how we can pick from?”  Let’s go back to the how list and pick something. Break it down, systemize it, practice it, refine it, and then pass it of. There is no other way to reach that goal.

Ryan: I always think like having daily sales goals isn’t really the best way to do it.

Anthony: Well, this just comes from the assembly line mentality. It’s like it’s baked into human manufacturing.

Ryan: What was yesterday? Saturday?

Anthony: I don’t know.

Ryan: Saturday was yesterday! I think for both you and I, online sales freaking sucked.

Anthony: Every Saturday.

Ryan: But it’s because it’s Saturday and Monday. Well, maybe not this Monday because it’s holiday,  but like there are just days that are better. So, if you have these like daily goal, you focus on the wrong thing I think.

Anthony: Daily quota of a manufacturing line says…

Ryan: Right.

Anthony: “We need to like produce these much stuff off the line today.”

Ryan: Because you may have days where you do really like many many thousands or tens of thousands of dollars and then other days where  it’s half that but it evens out over the month. So, if you’re worried about daily, then you start do things that don’t actually help monthly.

Anthony: Or yearly.

Ryan: Or yearly. Like this is the whole problem with current corporations focusing on quarterly profits rather than like longer term things because…

Anthony: Nightmare!

Ryan: The things that you have to do to scrounge up daily sales quota probably aren’t necessarily the things that are going to make you successful for the year.

Anthony: Right. So, to put that into a COW, Challenge of the Week, what I would recommend is look at a goal. You have a longer term goal maybe monthly or yearly, get a list of how’s. How you could potentially achieve that. Pick one or two and stop there and then refine it and create a system around it. Go listen to the other episode that we had one year ago about doing a monthly check in and use that system on top of making a system. And then, work back up and see if that is affecting that goal or not.

Ryan: So…

Anthony: That’s get it done.

Ryan: That’s get it done?

Anthony and Ryan: Get after it.

Ryan: Thank you guys for tuning in to this episode of the Health Fit Business podcast. If you found it helpful, please share with someone that you think it would also help and leave us a five-star rating on iTunes. Make sure also to go to and sign up for the email notifications to which you can find right on the homepage so that you get all the updated podcasts and blog posts sent directly to you. Until then, we will see you next time.