accountants, 151
acknowledging team members, 53
airplane standard, 10–16
body in, 15
cockpit in, 12
as decision-making filter, 16–18
left engine in, 13–14
right engine in, 13
wings in, 14–15
All-Staff Meetings, 178, 187–88, 197, 237
anxiety
alleviating the customer’s, 156
from owning a small business, 222
“the artist,” 184
asking for the money, 133–35
at-home chef (example), 121–28, 132–33, 137–39, 141
attention, getting the customer’s, 85
authority, demonstrating, 91, 92
“baby steps,” 128
bank accounts, 205–10
Business Profit Account, 209, 213–16, 244
Investment Holding Account, 209–10, 244
opening, 212
Operating Account, 208, 211–13, 215, 244
Bartha, Justin, 130
“because,” in Mission Statement, 38–39, 50–51
better world, vision of a, 50
body, airplane, 15, 236. see also overhead and operations
bonuses, 192–93
bottom line, caring about the, 41
brain
as a filter, 81
prioritizing by the, 42
survival as dominant job of the, 80
brainstorming
your Critical Actions, 69
your economic priorities, 46
with words, 79–80
see also StoryBrand Framework
branding firms, 23
Branson, Richard, 115
break-even leaders, 154
brewery (hypothetical example), 45, 49, 51
bridge, building a, 127–29
broadband
business (example), 117–18
Business Profit Account, 209, 213–16, 244
“buy now” buttons, 98
Cage, Nicolas, 130
call to action
in Customer is the Hero Sales Framework, 133–41
in StoryBrand Framework, 97–99
CarMax, 96
cash flow, 203–18
as area for professionalization, 7
and bank accounts, 205–10
need for, 16
as reason for failure, 9
and Small Business Cash Flow Made Simple Playbook, 205–18
and taking your profit first, 210–11
cash register, “buy now” button as a, 98
certifications, 158
character (in StoryBrand Framework), 84–86
checklists, 24
Chick-fil-A, 66
“Children’s Birthday Party Package,” 158
Churchill, Winston, 115
clarity
of your calls to action, 137–38
of your message, 77–78
coach, finding a, 221
cockpit, airplane, 12, 225. see also leadership
cognitive dissonance, 127, 131
colors
analyzing proposals using, 118–20
brand, 76–77
in Customer is the Hero Sales Framework, 122–41
commissions, 20
communication, simple, 80–82
compensation packages, 192
concierge service (example), 148
confidence
in call to action, 97
increasing customer’s, 93
in the product, 136–37
conflict, in stories, 86–88
connection, as customer desire, 156–57
consulting business (example), 45, 49, 51, 61
control freak, being a, 161
“convincing” the customer, 114–15
cost of goods sold, 150
COVID pandemic, 175
creating connection (as customer desire), 156–57
Critical Actions, 29, 30, 63–72
brainstorming your, 69
and company culture, 66–67
features of, 65–66
testing out your, 67–69
culture
creating a safe, encouraging, 58
Critical Actions to create a terrific, 66–67
Customer is the Hero Sales Framework, 116–42, 230
calling your customer to action in, 133–41
creating a sense of urgency in, 129–33
giving your customer a plan in, 126–29
identifying the customer’s problem in, 122–24
and inviting a customer into a story, 121–22
positioning your product as the solution in, 124–26
customer(s)
caring about, 41
“convincing” the, 114–15
dissatisfied, 114
helping, to survive and thrive, 80
and measurable objectives, 45
risk undertaken by, 93, 126–28
cybersecurity company (example), 71
Dallas Cowboys, 133
dance studio (example), 145–47
daydreaming, 82
deadline, in Mission Statement, 37, 47–49
decision making, 16–18
demand, for your products, 149
Department Stand-ups, 179–80, 189–90, 199, 239
destination, defining a, 28
dissatisfied customers, 114
doubt, creating, 159
easy payments, 157
economic objectives brainstorming your, 46
failure to identify/prioritize, 9
focusing on three, 42–44
measurability of, 44–45
in Mission Statement, 36–37, 40–47
talking with your team about, 41–42
editing your Mission Statement, 37, 46–47
engines, airplane’s, 13–14. see also marketing; sales
“the entrepreneur,” 185
expiration dates, 150
failure
as story Soundbite, 100
financial advisor (example), 60
financial priorities. see economic objectives
five-step plans, 94
flight plans, 28. see also Small Business Flight Plan
four-step plans, 94
framework, business, 24. see also Small Business Flight Plan
fuel tanks, airplane, 16, 18–19, 242. see also cash flow
future, thinking about the, 48–49
gaining status, as customer desire, 156
Gandhi, Mahatma, 115
growth
fun aspects of, 222–23
s-curve of, 4–6
guide (in StoryBrand Framework), 89–92
Guiding Principles Worksheet, 31, 226
Critical Actions on, 64
Key Characteristics on, 57
Mission Statement on, 54
“happily ever after” endings, 102
help, hiring, 19–21
hero(es)
making the customer the, 9, 14, 90, 115
in stories, 89
high-water marks, 209, 211, 213–18
homebuilding company (example), 72
honest, being, 113
hook, story, 122
human transformation, 55–56
HVAC company (example), 95
injustice, counterattack against an, 50
inspiring action, with your Mission Statement, 46–47
installing your business plan, 8–10, 219–23
integrity (as core value), 56
inventory, 150
Investment Holding Account, 209–10, 244
Jones, Jerry, 133
The Karate Kid (film), 89, 129
Key Characteristics, 29, 55–61
“core values” vs., 56
determining your, 58
number of, 58–61
“kill your darlings,” 154
landscaping business (example), 140
language, using simple, 80–82
launching new ideas and products, 159, 162
layoffs, 170
as area for professionalization, 7
and Critical Actions, 63–72
job of, 12
and Key Characteristics, 55–61
lack of, as reason for failure, 9
and mission, 27–54
and Mission Statement, 29–54
primary job of, 28
and the team, 28
types of leaders, 184–86
Leadership Meetings, 179, 188–89, 238
Leadership Off-Site Meetings, 195
lead measures, 43
left engine, airplane’s, 13–14, 229. see also sales
looking successful, without being successful, 22–24
The Lord of the Rings (series), 89
magazine company (example), 45, 49, 51
making money, as customer desire, 155–56
Management and Productivity Made Simple Playbook, 177–96
benefits of using, 195–96
Department Stand-Ups in, 189–90
meetings in, 178–83, 187–89, 194–95
and Personal Priority Speed Checks in, 190–91
quarterly performance reviews in, 191–94
types of leaders in, 184–86
manufacturing company (example), 68
marketing, 75–108
as area for professionalization, 7
and building your brand with words, 79–80
and clarifying your message, 77–78
and helping your customers survive and thrive, 80
as reason for failure, 9
role of, 12
simplicity in, 80–82
StoryBrand Framework for, 83–106
using stories in, 82–83
marketing collateral, 108, 115
marketing initiatives, 162
marketing person, hiring a, 20
market saturation, 153
Mary Poppins (film), 89
mattress business (example), 128–29
measurability, of economic priorities, 44–45
meetings, 7, 8, 178–83, 187–89, 194–95
All-Staff, 178, 187–88, 197, 237
Department Stand-ups, 179–80, 189–90, 199, 239
Leadership Off-Site, 195
Personal Priority Speed Checks, 180–81, 190–91, 200, 240
Quarterly Performance Reviews, 181–82, 191–94, 201, 241
reading through the Mission Statement at, 53
revenue, 194
reviewing your Guiding Principles at, 73
time taken up by, 184
War Rooms, 194–95
memorizing your call to action, 140–41
message, clarifying your, 77–78
Michalowicz, Mike, 210–11
million-dollar sales pitch, 112, 119, 120, 140–41
mission, 27–54
Mission Statement(s), 29–54
“because” included in, 38–39, 50–51
deadline included in, 37, 47–49
economic objectives included in, 36–37, 40–47
formula for creating a, 39
inspiring action with your, 46–47
narrative traction in, 34–35, 39
reasons for failure of, 32
remembering your, 52–53
specificity of, 33–36
story included in, 32–33
vague, 35
narrative traction, creating, 34–35, 39
National Treasure 2 (film), 130
negative consequences, drive to avoid, 101–2, 132–33
negative feedback, receiving, 161
network marketing product rep (example), 60
new products or services, adding, 155–58, 162, 166
numeric objectives, in Mission Statement, 36
“obligatory scenes,” 130–31
Operating Account, 208, 211–13, 215, 244
“the operator,” 185–86
overhead and operations, 167–202
as area for professionalization, 7
Management and Productivity Made Simple Playbook for streamlining, 177–96
and management/productivity, 174–77
need for control over, 15
as reason for failure, 9
as seemingly unsolvable problem, 172–74
overwhelming challenges, dealing with, 58
package deals, 158
“painting the stakes,” 104–5
payroll
cutting, 170
meeting, 213
perceived value, 104–5, 124–25
Performance Reviews, Quarterly, 181–82, 191–94
personal assistant, hiring a, 19
Personal Checking Account, 208, 244
Personal Priority Speed Checks, 180–81, 190–91, 200, 240
pet food business (example), 157
the plan in
Customer is the Hero Sales Framework, 126–29
in StoryBrand Framework, 92–96
playbook, business, 24. see also Small Business Flight Plan
price, value vs., 103–4
the problem
in Customer is the Hero Sales Framework, 122–24
in StoryBrand Framework, 86–88
problem(s)
identifying the customer’s, 122–24
overhead and operations as seemingly unsolvable, 172–74
solving, as human need, 123
spending time managing, 4–5
product briefs, 158–66
Product Brief Worksheet, 162–66, 233–35
productivity. see Management and
Productivity Made Simple Playbook
Product Profitability Audit Worksheet, 152, 232
products or services, 143–66
adding new, 155–58
as area for professionalization, 7
as determinant of progress and profit, 166
function of, 15
and installing product briefs, 158–66
letting go of unprofitable, 154
optimizing your offering of, 145
positioning, as the solution, 124–26
rating, for profitability, 149–54, 166
as reason for failure, 9
testing, 162
words used to describe, 79–80
professionalizing your business, 3–9, 160
profitability
products as determinant of, 166
rating products or services for, 149–54, 166
Profit First (Michalowicz), 210–11
proportion, rule of, 18–22
pushback, 161
putting out fires, 4–5
Quarterly Performance Reviews, 181–82, 191–94, 201, 241
rainy-day fund, 176
raises, 192
raw materials, 150
real estate business (example), 66–67, 94, 130–32
reducing frustrations, as customer desire, 156
rejection, handling, 138–39
remote workers, 172
repeat business, creating, 78
revenue goals, 193
revenue meetings, 194
Reviews, Quarterly Performance, 181–82, 191–94
right engine, airplane’s, 13, 227. see also marketing
risk, in making a purchase, 93, 126–28
rule of proportion, 18–22
“run-and-gun,” 161–62
Rusing, Steve, 116–17
salary, your, 208
sales
as area for professionalization, 7, 111–42
Customer is the Hero Sales Framework for, 116–42
and lead measures, 43
as reason for failure, 9
role of, 12–13
sales letter, writing a, 113, 142
sales pitch, million-dollar, 112, 119, 140–41
sales rep, hiring a, 20, 141–42
saturation, market, 153
saving money, as customer desire, 156
s-curve, 4–6
services. see products or services
shoe retail business (example), 94–95
simplicity
as customer desire, 157
in marketing, 80–82
Small Business Cash Flow Made Simple Playbook, 205–18
accounts in, 208–10
high-water marks in, 217–18
installing, 212–17
Small Business Flight Plan
creating a, 24–25
installing, 219–23
worksheets, 224–44
social media, 146
solopreneur’s online learning platform (example), 68
solution, positioning your product as the, 124–26
solving problems, as human need, 123
Soundbites, 81–83, 87, 91–92, 100–103, 108, 115. see also StoryBrand Framework
specialists, hiring, 173
specificity, of Mission Statement, 33–36
stakes (in StoryBrand Framework), 99–102
status, as customer desire, 156
stepping-stones, providing, 93
StoryBrand Framework, 83–106, 115
call to action in, 97–99
the character in, 84–86
the guide in, 89–92
the plan in, 92–96
the problem in, 86–88
the stakes in, 99–102
success in, 102–6
story(-ies)
inviting customers into a, 13, 14, 121–22
in Mission Statement, 32–33
using, in marketing, 82–83
see also StoryBrand Framework
story loops, 34–36, 43, 122–24
stress, alleviating, 156
subscription services, 157
success (in StoryBrand Framework), 100, 102–6
successful, looking vs. being, 22–24
Sutherland, Kiefer, 47
swag, 77
systems and processes, developing, 6
taking your profit first, 210–11
talking about yourself, 91
team(s)
acknowledging members of the, 53
and Critical Actions, 65
discussing economic priorities with your, 41–42
leadership and the, 28
and product briefs, 160
Tempur Sealy International, 116–17
Teresa, Mother, 115
testing
product, 162
your Critical Actions, 67–69
three-step plans, 93–96, 127–28
ticking clock, having a, 47
transformation, roots of human, 55–56
trust, creating, 78
unprofitable products or services, letting go of, 154
value
as determinant of which products to carry, 155
price vs., 103–4
vendors, 169
War Rooms, 194–95
wedding planner (example), 147
“we don’t care about money” mentality, 41
weekly Leadership Meetings, 188–89
“why,” in Mission Statement, 38
Willis, Kyle, 185–86
wind tunnels, 162
Winfrey, Oprah, 115
wings, airplane’s, 14–15, 231. see also products or services
words
branding with, 79–80
of your call to action, 140–41
Zoom, 118