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0:00There are two types of questions that you shouldn't ask. Questions that that can be solved with a spreadsheet and questions that can be solved with testing. And so fundamentally the outside advice that you get on something that can be solved with math just solved with math. And I get I would say like 30% of the questions that I get are like should I should I sell this one or this one? And I'm like okay well what's lifetime value of this product and what's lifetime value of that product? Okay what's cost to acquire for this customer? What's cost to acquire for that customer? Okay this is a math problem. You have way higher LTV to CAC ratio here. allocate resources here. But that's a math problem. Anyone can just do that math.

0:32For the testing one, I love this because like the leads book, um, I didn't know what to name it. So, it's about advertising. So, I ran story tests for like a week or two just saying uh $100 million promotions, $100 million uh advertising, and then advertising one. It was like $100 million advertising, $100 million marketing. Okay. And then advertising wins. I'm like, "Okay, $100 $100 million uh advertising, $100 million leads, leads wins, $100 million leads versus two other things, leads keeps winning." Okay, that's the title.

1:02And then I did the same thing for the cover. And I did the same thing for the sub headline. And so I tested every component of it to get the thing that people seem to want, which is like the book is advertising, but ironically, people want leads. So it's kind of like, uh, do I want to have a book on drills or I do want to have a book on holes, right? People want the hole in the wall, not the drill. That's just the vehicle. And so the book is just a vehicle to getting leads. >> Amen. Um, but uh, as a quick hack uh, for anybody who has a a brick-and-mortar business, this is just a just a quick hack for anybody. If you're like, "What market should I expand into?" Here's five markets we're looking at. Take $1,000, run your best promotion that you win in your current market in all five of those markets. See what your lead cost is in all five markets. The one that has the lowest lead cost, then open in that market. Don't spend $250,000, you know, doing all these studies and then and then building out this location only to find out that the lead cost in that area sucks. Just test it first.

1:54It's the best $5,000 or $10,000 that you're ever going to spend to just ensure this is a risk. This is a risk bucket. Ensure that when you're there, it's going to work. Real quick, I'm going to show you the exact 10stage road map from zero to 100 million plus that less than 1% of companies finish. I've now done multiple times. And so I can say with a lot of confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down by eight different functions of the business.

2:21What the constraint feels like, like what are the symptoms of it when you're going through it. And then what steps we actually took to graduate. And we've done this across software, physical products, uh service businesses, brickandmortar, all of this. And it works. And it's my gift to you. It's absolutely free. And so the link's in the description, but you just go acquisition.comroadmap. Just enter your info and it'll spit it right back to you. Offering.