Alright. So now let's talk about the what? The what? The what? Is the problem and the outcome?

Alright. So This I don't know. This took me a while to realize, to really understand. And it's it's so simple. It seems so simple.

But it's at the same time, it's profound. The only reason that we're in business that we exist is because we help people solve a problem and get an outcome, get a result. And the only reason people move people buy, people do what we tell them to do is because they have pain, emotional pain, around this problem and they imagine that once they get the results and they get the problem solved, they will experience pleasure. This is the only reason that people ever take action is because they have pain emotionally and they want pleasure and they imagine that doing this thing and buying this thing is gonna give them pleasure in the future. Sometimes right now.

Like, who who here has bought a book? And you're like, oh, I feel great now. I bought the book, and you just never fucking read. Right? He was like, buying buying journey is, like, the buying emotion is real.

Like, the the act of buying stuff. I was I'm I'm speaking with a another member of Lori, and he was telling me he had this client, that paid him $5 for a coaching program, and he never showed up for a single session. And he was like, like, dude, what the fuck? Like, 5000, he was like, you wrote, like, a couple weeks later, he's like, you know what? I got everything I want to I need it from the coaching program just by buying it.

Because what it did is was it it took my it it got my got me to take myself seriously and realize that I really wanted this problem and then as as soon as I did that, I it was gone. I'm I was gone. So I'm like, to I'm fine keeping money. Like, I don't need anything. I got everything I needed.

Right? And that's amazing. That's amazing. Like, the act of buying feels good and might actually like, there's a lot of value there that we're giving our clients. By just letting them buy.

I have I have this experience in 2019. I went to a reception where I met Richard Branson. And it costs $15,000 to be in that room to meet Richard. And we're supposed to meet him for, like, 4 to 5 minutes, 1 on 1, and then, like, you know, it was more time in in smaller groups. And that never happened.

I have, like, maybe 30 seconds with him, but I still got every dollar worth of value from that investment because because it made me really clarify a lot of my thinking about what I wanted to talk to him about. I wanted to get his input on something, and I wanted to share some ideas with him and see how he responded because he was he has been a role model for me for so many years. Side note, no longer, but that's another story for another day. But but just the act of investing that money and having that, like, to look forward to for a couple months, really really made me sharpen my thinking in a way that wouldn't have happened otherwise. So I got every dollar worth of it.

From that even though I only spent, like, 30 seconds with him and it was, like, completely useless. I also happened to like, anyway, that another story for another day. But anyway, so getting really, really clear on the problem that your customer has is very very important. And it's usually much simpler and and more obvious then we think, and at the same time, it might require a little bit of digging. And so Like, sometimes, like, at the lower level, it's typically more practical.

Right? Like, problem is, Like, my team doesn't doesn't listen to me. Or I lose my my composure in when I'm talking to the team, or I get easily triggered and defensive, and it's it's I can feel that it's not doing what I want or or I'm fat overweight. I wanna lose weight. I'm scared for my health.

Like, my marriage is falling apart. Like, it it's, like, typically, like, very simple. Right? Like, I'm in in our case, like, I'm sick of having to use, like, 8 different tools to run my business. Like, it's complicated complication.

Right? And the result is pretty typically pretty obvious as well. But it might not it might be deeper and emotional. So typically, oftentimes, at the higher level, the problem might be loneliness. A lot of these coaching programs, higher level coaching programs, group programs are Not about the thing.

Right? It's not about learning another strategy or another technique or something. It's more about community. It's about not feeling alone, and that's really the problem that it solves at an emotional level. So the the more that you get uber clear on the problem that you solve, and this you can only get that by asking people.

Like, what what is the real pain? And they're probably not gonna tell you. So you're gonna have to ask, and this is where the 5 y's comes in again. Right? Like, Like, why is that a problem for you?

Like, what's really the pain here? And until you get something that's like, oh, that's the pain. I get it. Right? And then you start speaking to that.

Yeah. And this is where This is where innovation happens. Because when you truly understand the problem, you can get really creative, really, really smart about the solution. How do you solve it? Right?

When you when you truly understand what is the real problem here? Like, maybe it's not, you know, The real problem might, let's say, wait for example. It might not be health. It might be that they're afraid that their spouse loses interest sexual interest in them. For example, or they lose self respect, or, like, it it might be a lot like, deeper and more personal than we than we think it is.

And then but once we under really understand the problem, we can we can then speak to that that and we can address it much better. The other example is, like, there's a the guy who who was figuring out what what problem a milkshake solves. Guy named Clayton Christmas, and then he ended up coming up with his framework called jobs to be done. And it is, like, we hire different products for different jobs And the job to be done by a milkshake was to to give people in in his example and in his context was to give people com company. While they were driving.

Right? So they're they would go to the drive through. We buy a milkshake to keep them company on their on on their road trip while they're driving. And so all of a sudden, you know, the the milkshake solves the same problem as Sirius radio does. Or, you know, a coffee or something else.

Like, even though it seems like they're really different, but they're actually kinda addressing the same pain is addressing the same problem. And so, yeah, with the more that you can get clear on problem, the real problem that you're solving, the easier it's gonna be to connect with people. So that's really the essence here. The the next piece to the problem to this is let me see here. Yeah, we're gonna get more into that tomorrow.

But then once you know what the problem and the result is or you think you do, and I you'll keep refining because every interaction with every client, what gets it helps you get more clear on what exactly the problem the result is. Like, at at least in the beginning. Like and once you nail it, you're probably like, okay. I nailed it. I got this.

Right? But then you start mapping out what are the milestones. What are the steps that they need to take to get from the problem that they have to the result that they want? And and you wanna find, like, 3 to 5 milestones along that way along the way, and that becomes your journey. That becomes your framework.

We're gonna talk about that tomorrow. So with that, I would love to see in the chat. Number 1, Let's just do this for now. What was your biggest takeaway from the problem result conversation? Here.

What was your biggest takeaway? Let me see from everybody in the chat. Alright. Let's see here. Milk shake story.

Yes. It didn't find the root problem. These are refined. It's still a problem. It's more specific things, not big big thing.

People naturally go away from pain and fear? Yes. Yeah. Yeah. I mean, that's Yeah.

That's huge. Who's what motivates everybody? People are motivated differently. Some people are more motivated by pleasure. Right?

They're more motivated by the dream, by the what they can what they could would be able to create for themselves. And ounce of rewards tend to be much more toward, what do you call it away from or toward motivate it? Right? So ounce of rewards tend to be much more motivated by what they might accomplish than the fear, the pain of the present, But the majority of people are much more motivated by pain than by pleasure. So it's one of the ways that we entrepreneurs can very easily disconnect with our audience is that we keep talking about the the future, the pain, the like, sorry, the pleasure of what they could achieve, but really what motivates most of most of your audience probably is the pain.

I remember, like, back years ago when I used to smoke a pack of cigarettes a day. Right? Like, my wife would say, like, you're gonna die of cancer and, like, lung cancer, you get sick and blah blah blah. And, like, that honestly didn't fucking motivate me at all. But what did motivate me was realizing that I would have more energy today.

I would feel more free today. I would feel more alive today, not smoking. That was energized. That was motivating to me. Right?

So she was trying to use away from motivation on me when that doesn't it doesn't really do anything for me. So And and so in your communications, it's helpful. Like, you you will find out over time whether your audience is most mostly one or the other, but it's very helpful to make sure that you speak to both and definitely speak to the away from. Definitely speaks to the pain. It just motivates people pain just motivates them.

It's just what it is. Yes. We understand the problem is to define the solution my client needs and how to sell it. Yes. How will you know if your audience is one or the other?

You ask them. Right? You asked them, what what is your like, what is I think you just ask an open question Like, what would we ask? We would ask, like, what what what makes you want to do this? Right?

What makes you interested in, like, like, you know, working with me or something. Right? Like, then they'll tell you, oh, because, like, I if I do, I to the cheap blah blah blah, or they say, like, because I'm in the situation and it's really terrible and I feel a lot of pain. So you used to hear what they're what they're what they bring up when you ask them and open into question like that. Yeah.

The only problem is the solution easier to sell and define. Yes. I need to see deeper and look at the hurts people have and be brave to come out with it. This in my reaching out stuff. Yeah.

Like, it's really like, being able to speak to the pain at a deep emotional level deeper than their themselves aware of is remarkable. It's really powerful. It's like they say, like, the there's a saying, like, enter the conversation already below balloons. Insert the conversation already in people's minds. Right?

Insert into the conversation that's already going on inside of their minds. Well, if you can genuinely understand the pain better than they can, then We all have things going on that are just below the level of of conscious awareness. But once someone speaks to that, you're like, oh my god. You're right. That's powerful.

And you that comes to from you being the avatar. Right? You 5 years ago, 10 years ago, whatever it is, being the avatar, being the the who your dream customer, you know that person intimately because you were that person. The challenge is remembering it Right? Which is by the way another great reason to post content online and document your journey As you're learning these things, I try to always when I have a key insight on something, I try to share about it right away.

Same day in online like, just go alive and and talk about it. Because I'm not gonna be able to talk as clearly about it and and as succinctly about it or as connected about it a week later or 2 weeks later. Right? Then it becomes a memory. And so actually just going live and documenting that in the moment for other people, if it's it was an if it was an insight for you, it's gonna be an insight for a bunch of other people out there.

Alright. Millions of other people. That was one of the things that, like, really held me back for a long time. I was like, well, But this is, like, basic. Yeah.

But it was still news to me at some point. So it's gonna be news to other people. I really didn't read the day that I realized, oh, like, I was doing a I was doing a workout, the Path Fi workout that I do, which is which you can check out. It's incleralhealth.com. But in in there, he's like and then we do these.

App exercises for the upper ab muscles. And then we do these for the middle ones, and then we do these for the lower abs. And then after having done that, sometimes I was like, Oh, oh, shit. We have, like, we have, like, 3 separate we have, like, separate bands of ab muscles. I didn't I never realized.

I never knew. Like, that was not something I was taught in school. It was not something to my parents tell me. Like, I was, like, in my freaking forties till I learned that. And it was like, oh, shit.

Like, that's why, like, when like, the 6 by that's why that looks oh, that makes sense. Right? But those things that are are insights for you are gonna be insights for truck ton of other people and don't being worried about looking stupid. Right? Like like, if you weren't taught, probably they weren't either.

And maybe some of them were, and they're gonna be like, oh, you're silly, blah blah blah. How come you didn't know? And they're gonna say blah blah blah. And who cares? They're not your people.

They're not your people. There are plenty of assholes out there that feel miserable and they enjoy harassing other people to take them down a notch. Fuck it. Just, you know, heart. Just when they post one of those comments, just do, like, a real heart thing.

Just love it. Like, nice and pads are aggressive. Right? Just send them some love. Like, hey.

All good. I have love for you. You are. No. This has nothing to do with me.

Yeah. Great. Let me see here. Really good at going straight to the core of people's questions and desires using your psychic skills. That's amazing.

Right? Yeah. A 100% do that. David says it's indeed powerful to know what is the real motivation of the person to see got your service. How do we find it out?

Yeah. I mean, you asked. Right? You asked literally, like, well, notice yesterday when we started, I said, why are you here? I asked everybody, why are you here?

Right? And that's gonna just like, that's a good thing to just ask at the beginning of everything. Like, why are you here? Like, people are gonna tell you. People can tell you.

And they're and and you from that, you can hear what is their pain, what is the problem, what is the how what is the result they want, what, like, what are they driving towards, and you can hell if they're away from or towards motivated in that moment in that moment. So it's very simple very simple open