Wie man eine Personal Brand aufbaut und skaliert

0:00You mentioned that it's something like 20-30% of the businesses coming to you, they make content in some way. >> Yeah. >> Do you think that those businesses cuz a lot of people talk about creator creator economy, are they better than those that don't grow and have content as part of their workflow? >> Really interesting question. Um I think it's a it's a double-edged sword. >> Mhm. >> So, what makes them great also makes them risky. So, they will typically have very low cost to acquire customers because it's organic and so it's just

0:26>> some yeah, it's some star or whatever, I'll call it a star, right? Um is is good on camera, good in whatever format they they advertise in. Um so they acquire customers cheaply. Uh the other pro is that typically if someone starts with an organic audience, they really care about product because being a creator, like your media is a product in a way and so they have the right perspective on like this has to be really good or I'm going to lose my reputation because the whole an organic brand is built on reputation. And so I think they're more obsessive about product, I think that's a huge plus. The the downsides for the business obviously is that they massive key man risk. So now I think where where you get really smart about it is if you can gain enough influence where you can develop an affiliate network um of businesses like somebody who's done really well is um Derek from uh Derek More Plates More Dates, uh the fitness guy. Um he has I think an affiliate base of four or five thousand affiliates that promote his fitness products. And so he's become such an authority that people are willing to say, "Well, I don't want to remake what he's made, I'll just promote his stuff." And I think he has a good, you know, a good program there. And so he's he's paying down his key man risk by getting a larger and larger percentage of the business. And so I think the the way to really scale an organic creator business is you launch it with the personal brand.

1:43>> Mhm. >> And then over time you backfill with other faces that you have to approve and that's a key part. You have to approve that are on brand with your values and your message and are authentic to the product that you have and are attracting the audiences that you want to go after. and then they over time become bigger than you. And you kind of like Homer Simpson into the into the bushes. >> you recede. >> Yeah, yeah, exactly. Yeah, exactly. And you're receding into the bushes until eventually people associate you with the brand, but the brand outgrows you.

2:10>> It's fascinating because well, two questions immediately come to mind. The first is on key man risk, is this what you and Leila have? Are you thinking about bringing a roster of folks to solely to be the faces of even the content side of your business? >> So, two answers. First, we're not planning on selling it. Acquisition and on any time horizon that's useful. Um and so, I like I see Elon as key man to SpaceX and Tesla. >> Yeah. >> And so what? If you have the desire to exit a business, then key man risk becomes a problem. If you want to go public or you want to hold, it's really who cares. And so, it's kind of a who cares issue. Um that being said, the second answer is uh yes, because I do like having fewer single points of failure in general. So, despite the fact that I don't think we necessarily would need it, I still like to build businesses that way in general.

2:55And we have plans for what we're going to do over the next probably 12 24 months and beyond to build out ACQ sprint. >> Makes sense. Yeah, the second question I had related to that was when I look at creators space who've successfully executed on this, it's actually very minimal. >> Oh yeah. I can tell you one who I look at. >> Who? >> Dave Ramsey. >> Mhm. >> So, that's right. He's brought in George. He's brought in other people under him. >> He's got Rachel, who's his daughter, but like he's got Rachel. Um he's got John. Um he's got um Drew, yeah. He's got nine, I think, channels for example just on YouTube that are associated with the primary.

3:27And what's interesting is that they basically run the same playbook. Um it's daily call-in show and clips and full episodes basically are are the channel. And so, they clip each episode into like four, five, 10-minute clips. Uh and they put each of those out, so that's like that gives them tons of good like mid-length clips. They get the one full episodes, and then short clips get taken and become shorts. I study Ramsey a lot.

3:55>> One because I like Dave, but secondly because the amount of creators that get quote creator burnout is really high. >> Yeah. >> Or we're talking like Shelby Church, right? She's kind of shifted to I would say a sustainable content model, right? But it's it doesn't really acquire new viewership anymore. Like you only care about a vlog if you care about the person. >> Yeah, it's you're maintaining or some creators >> Yeah. >> were OG on YouTube, now they shift to podcast.

4:22>> Right. And it's because it's a quote easier format, but it doesn't really grow the audience. It just kind of like maintains the audience that you have. And again, to be clear, nothing wrong with that. >> Totally. >> But I look at somebody like Dave and I think he's been making content for 40 years. Like there's something to be learned from that. >> Real quick, if you are a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information and if you want us to actually help you deconstruct the business and you're trying to scale, we'd love to help you out. On the thank you page, you can book a call with my team and we will look at the business, see if we can help and if we can, we'll invite you out to Vegas and we'll do this in person live.