I'm frustrated in myself, because I have been stalling.
(PERCUSSIVE MUSIC )
I'm on location at a construction site, as you can see.
All around me is slabs and saw machines and wood
that will eventually be transformed into walls and foundations.
You've gotta have a solid foundation.
And you have to have the basic elements and requirements
in order to be able to build something sustainable,
something that will withstand storms,
something that will become something greater than
just the wood and the concrete upon which it is built.
So a couple of things to bring you all up to speed.
We have recruited initial swatch of about 60 speakers.
The good news is we have no excuse to get us started.
JEN: That's great.
MICHAEL: Moving us over to Stripe is turning out to be
a little bigger challenge than we thought.
Once everything works... WOMAN: Right.
MICHAEL: It'll be magical. WOMAN: Yeah.
MICHAEL: What we're trying to do is simplify the friction
for every process that we offer.
The biggest process that has friction is the registration process.
So the idea of having one click create an account,
and one click checkout, is really killer.
Have you ever been to a website where it says you can create an account
or use Facebook to create an account?
WOMAN: Use Facebook to log in, yeah.
MICHAEL: We can now do that on our page.
Pretty cool, huh? WOMAN: That's great!
JEN: So I think today we should focus on
coming up with a specific day in September for the launch.
MICHAEL: Can you do me a favor and draw
6.5 rectangles up on the thing up there?
JEN: Like a grid? MICHAEL: Yeah.
In order to persuade the marketing team
that we needed to start the launch early,
I had them go through an exercise.
There was no way we were going to be able
to reach the goal if we waited.
But they needed to buy into the numbers,
they needed to see it with their own eyes.
What do you think, Jen?
JEN: (LAUGHS)
MICHAEL: This is why we have these kind of meetings,
to have a reality check. JEN: Right, yeah.
MICHAEL: You can come up with any excuse to not get started.
You know it doesn't need to be rocket science
to get this thing launched.
It could just be: update the sales page,
get all the stuff on there, and send out a couple of emails.
And remember I told you how people make decisions when they buy?
I've got new data for you.
I just got off the phone with Chris Mercer.
My hypothesis has been that people buy on their first visit
or they don't buy at all.
CHRIS: What you're trying to do with analytics,
when you have a hypothesis that, OK, I believe this to be true,
you use analytics to prove yourself false.
MICHAEL: What this is telling me is that
I'm actually wrong in my hypothesis, right out of the gate.
When you think about this,
this justifies all the remarketing that we do, I guess, huh?
CHRIS: Yeah.
MICHAEL: The data doesn't lie, wouldn't you agree?
CHRIS: I would definitely say the probabilities are
that the original hypothesis was...
MICHAEL: OK, my wife, I hope she is not watching this...(LAUGHS)
I'll confess, I was wrong! It happens. (LAUGHS)
CHRIS: It's being recorded.
MICHAEL: Oh my gosh, Mitch, edit this part out.
40% purchase on the first day that they visit the sales page.
But 60% purchase on later days,
and you can kinda see how this drops.
Go back over here and digest what this actually means.
Getting the word out to them sooner,
knowing how many days it takes for people to purchase,
might actually be wise for us.
A low profile, get the word out, blitz campaign for one week
might actually be advantageous for us.
JEN: We could do that, like August 20?
August 20.
MICHAEL: Great time, everybody. WOMAN: OK, thanks.
JEN: So we had a big discussion about setting a launch date.
Mike showed us some research,
and he had a pretty strong argument for starting it early,
launching earlier than September.
So we settled on August 20.
That's gonna be our big launch.
MICHAEL: OK, I'm gonna go for a little walk,
and be thinking about whether or not
I should or should not start a new podcast.
(UPBEAT ELECTRONIC MUSIC)
We're gonna go, yeah, we're gonna go down there.
(ELECTRONIC MUSIC CONTINUES)
Sometimes when you are planning,
there are unexpected obstacles that present themselves,
like this monster rock.
When you're starting something new,
you're gonna face massive blocks
that you're gonna have to push through.
JEN: If we're gonna grow to 7,000 attendees at World next year,
we need some more help in the marketing department.
So we put out a job req, and we're starting to get some candidates in.
It's really cool to see the types of people
that are interested in coming to work with us.
I've got about, maybe about 10 really good candidates
that I'm looking at right now, so...
next step is to just find out
who would be the best to come and help us.
MICHAEL: I'm frustrated in myself, because I have been stalling.
I'm waiting for something and I don't know why
and I'm not getting started.
And here I am, at a construction site that,
just what it seems to be months ago, was nothing but wood.
And now, it is pretty much a house.
Progress is being made, because these guys are working.
Hopefully, this frustration will turn into inspiration.
As I hear these guys hammering away
and making stuff happen,
that's what I need to be doing: hammering away.
CLIFF: I'll restate my concern
but I think it's exactly the reason why you haven't done this yet.
You stated, in your own words, I don't care if this actually fails.
MICHAEL: Right.
CLIFF: But just a moment ago,
when I asked you why you wanted to do this,
you did say, I feel like I'm meant to do this,
I'm supposed to do this.
MICHAEL: I do feel that way, but I also felt like
I was going to be the next Disney, and that didn't happen.
(PERCUSSIVE MUSIC)
We did hire this amazingly talented guy.
He's always smiling,
and frankly he just stays at his desk all day long,
just kind of over there in the corner.
(PERCUSSIVE MUSIC)
Please join me on The Journey.
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