Install the Business Operating System

Key Points:

0:00 – Opening and Courtney’s Welcome
Courtney opens the call and introduces Karl, who is joining from Turks and Caicos.

1:51 – Checking In With Rick
Rick shares that his father passed away at 95, and the group offers support and encouragement.

4:09 – Brindy on Grief and Value
Brindy shares a thoughtful reflection that sadness reflects the depth of love and value in a relationship.

6:00 – Presence Matters
Brindy connects personal presence to business ownership, explaining that when an owner knows their purpose and plan, their presence becomes stronger.

7:13 – Michael Jordan and Presence
Karl reinforces the idea of presence by referencing Michael Jordan’s personal superpower of being fully present wherever he was.

8:06 – Focus Creates Distance
Karl uses the metaphor of arrows around a circle to explain that eliminating distractions helps someone get further faster.

8:53 – Cheryl’s Follow-Up Prospect
Cheryl shares that she has a follow-up meeting with a corporate refugee who is trying to figure out his next consulting business.

9:49 – Helping People Start Businesses
Karl explains that coaches are not only helping existing businesses grow, but also helping people start businesses.

10:23 – Non-Franchise Franchise Preview
Karl previews the upcoming non-franchise franchise concept, designed to help people start service businesses with franchise-level systems without traditional franchise limitations.

11:24 – Franchise Frustrations
Karl explains that many franchisees pay large upfront fees, sign long agreements, pay royalties, face restrictions, and later want out of the franchise model.

12:00 – Launch System Coming Soon
Karl explains that coaches will soon have a step-by-step system to help people launch businesses such as landscaping, roofing, dog grooming, and other service businesses.

12:45 – Website, CRM, Offers, and Assets
The upcoming system will help build the website, CRM, offers, marketing assets, packages, and core business launch materials.

13:16 – MDP Setup
Karl transitions into Market Dominating Position and asks Cheryl to share how she helps clients create stronger positioning.

13:31 – USP vs. MDP
Karl explains that a Unique Selling Proposition separates a business from competitors, but a Market Dominating Position solves the biggest problem for the ideal client.

14:23 – Daycare MDP Example
Karl gives the example of a daycare using a web watch so parents can check on their children during the day, solving the emotional problem of missing and worrying about them.

15:54 – Cheryl’s MDP Audit
Cheryl shares that she created an AI-supported MDP audit to help her diagnose and prescribe positioning during sales calls.

17:07 – Four Parts of the MDP Audit
Cheryl says she focuses on the offer, who it is for, the innovation behind it, and the bold promise.

17:57 – Bold Promise and Proof
Cheryl explains that the bold promise builds confidence when it is backed by proof, client results, and transformation.

18:29 – Close Rate Improvement
Cheryl shares that one client improved from a 33% close rate to an 83% close rate after changing her MDP and approach.

19:10 – MDP Changes How You Show Up
Cheryl explains that the MDP affects how clients target prospects, sell, and present themselves.

19:39 – MDP Takes Iteration
Cheryl reminds coaches that the MDP may take multiple rounds and can evolve over months or even years.

20:10 – Hypnotherapist Package Example
Cheryl shares how she helped a hypnotherapist move from single sessions toward packaged transformation programs.

21:43 – MDP Statement Evolves
Karl explains that strong MDP language often starts as a paragraph, then becomes two sentences, then one sentence, and eventually a concise phrase.

22:16 – MDP Statement Is Not the MDP
Cheryl emphasizes that the statement is not the full MDP. The full MDP is the actual market position, offer, innovation, and category separation.

23:03 – Be the Only, Not Just the Best
Karl reinforces that there is more profit in being the only than in simply trying to be the best.

23:33 – PAS Strategies Support the MDP
Courtney connects the MDP to PAS, explaining that the strategies inside PAS help create the unique and superior value behind the positioning.

24:28 – Joint Ventures and MDP
Avanee points out that specific JV partners can strengthen the MDP because partnerships can expand what a business offers.

25:30 – VA Agency and Coaching Example
Avanee gives the example of a VA agency offering business coaching assessments as part of its service, creating a stronger and more differentiated offer.

26:44 – Accountant JV Example
Courtney explains that an accountant who helps clients grow revenue, profit, and cash flow becomes more valuable than an accountant who only handles books and compliance.

27:28 – JV Partners Expand Reach
Brindy adds that joint ventures can add reputation, skills, geography, and expanded market reach.

28:29 – Full-Stack Coaching
Karl compares strong coaching partnerships to full-stack development, where the coach can connect clients with accountants, VAs, bookkeepers, brokers, and other resources.

29:39 – Social Proof Through Trusted Partners
Karl shares how his father used known local institutions as social proof when selling advertising, then connects that idea to using an accountant as a credibility-builder.

31:04 – Accountant as Authority Builder
Karl explains that having an accountant as a client or JV partner can increase authority because business owners see accountants as careful and analytical.

32:08 – JV Test Drive
Karl recommends approaching JV relationships as a test drive: ask the partner to send three clients, create measurable value, then expand from there.

35:11 – RJ’s Family Office Question
RJ asks about JV opportunities with family offices and how they could support higher-level strategic advisory clients.

36:23 – Family Office Context
Karl explains that family offices manage assets for high-net-worth families and are not for the faint of heart.

38:16 – Business Coach Inside a Family Office
RJ shares that he could become the selected business coach inside the family office structure.

39:44 – Paul’s Franchise Background
Paul shares his experience as both a franchisee and franchisor in the temporary staffing industry.

40:59 – Franchisee View vs. Corporate View
Paul explains that franchisors often focus on percentage return, while franchisees focus more on cash in the bank at the end of the month.

42:16 – Staffing USP Example
Paul shares that his staffing company differentiated through onsite drug testing and criminal background checks.

42:55 – Staffing Margin Strategy
Paul explains that large staffing firms chase volume with thin margins, while smaller operators can focus on smaller companies and higher-margin relationships.

44:05 – Smaller Clients, Better Margins
Paul says he preferred smaller manufacturers and companies because they allowed 30% to 35% margins instead of skinny large-account margins.

45:22 – Profitable Sales vs. Sales
Paul explains that business owners often focus on making a sale rather than making a profitable sale.

46:44 – John’s Operating System Frame
John says one of his biggest takeaways is to avoid simply selling coaching and instead sell the JS12 business operating system.

47:56 – Install the Operating System
John explains that an operating system is easier for business owners to understand than abstract coaching or software language.

49:16 – Pest Control Owner Example
John shares a story about a pest control owner going door to door and asks whether better systems and procedures could help him work on the business instead.

50:04 – Hiders, Wingers, and Installers
Karl repeats the three levels of coaches: hiders, wingers, and installers.

50:37 – Wingers Lose to Installers
Wingers may get clients but wing their opening, close, and fulfillment. Installers use a repeatable operating system.

51:37 – Studying vs. Training
Karl reminds coaches that studying is reading, learning, and certification. Training is repetition until the process becomes instinctual.

52:13 – Ideal Client Is You Five Years Ago
Karl explains that the ideal client is often someone like you five years ago, because you recognize their problems faster.

52:55 – Hunger Matters Most
Karl says the main quality he looks for in a client is insatiable hunger.

53:35 – Unique Mechanism
Karl connects the Jumpstart 12 operating system to a unique mechanism that competitors do not have.

53:40 – Two to Five Percent Improvements
Karl reminds coaches that small improvements of 2% to 5% can often be made without new staff, major training, or capital expenditures.

54:13 – Randy’s Tom Brady Quote
Randy shares a Tom Brady quote from Brady’s Ring of Honor speech about success requiring consistency, determination, and no shortcuts.

56:03 – Consistency and Discipline
Karl agrees that success does not require being special as much as it requires consistency, discipline, and not giving up.

57:22 – Chris on Chris Evert and Martina Navratilova
Chris shares a documentary example about competition, transformation, and trying harder when you are number two.

58:36 – Happy Hour Reminder
Courtney and Karl remind coaches about monthly Happy Hour and the importance of community.

59:32 – Loneliness Is an Epidemic
Karl reinforces that loneliness is a real issue for coaches and entrepreneurs, and community helps address it.

1:01:00 – Sean’s Networking Insight
Sean shares that business coaching is not a spontaneous decision and cannot be replaced by low-quality lead vendors promising appointments.

1:02:00 – Parking Lot Conversation
Sean explains that staying after an event for a 20-minute parking lot conversation created a stronger future opportunity.

1:03:16 – Client Pipeline Reminder
Sean shares a reminder from a friend’s business downturn that coaches need to keep adding clients and not take existing clients for granted.

1:04:33 – Three Meaningful Conversations
Karl reinforces the importance of having three meaningful conversations a day.

1:05:05 – Conversations Pay Later
Karl explains that conversations today often show up as results 30 to 60 days later.

1:05:41 – Three Bombs
Karl again encourages coaches to have three “bombs” ready, such as profit math, exit positioning, or “a real mentor shows you what not to do.”

1:06:56 – Stories Create Connection
Karl explains that stories, examples, and metaphors help prospects place themselves inside the idea being shared.

1:09:24 – Coaching Example From Lacrosse
Sean shares a conversation with a former professional lacrosse player and reframes business coaching by comparing it to athletic coaching.

1:11:25 – Second Business Eats the First
Karl gives Sean another potential “bomb”: the second business eats the first unless it feeds the first.

1:14:17 – Michael’s First Week
Michael shares that this is his first week and he is learning from the conversations and stories.

1:15:12 – Onion Learning Metaphor
Michael says learning is like peeling an onion, with new layers of growth appearing over time.

1:16:03 – Bike Trail Metaphor
Karl shares the bike trail story: the trail does not change, but you do through repetition and practice.

1:17:02 – Learn vs. Earn
Karl explains that people are one letter away from greatness: do not only focus on what you earn, focus on what you learn.

1:19:12 – Work to Learn
Courtney shares his personal motto: work to learn, not just to earn.

1:20:16 – Don’t Compete, Dominate
Avanee gives Michael the phrase “Don’t compete. Dominate.”

1:21:17 – Stay Involved in the Community
Karl encourages coaches to join the calls, while also spending enough time with ideal clients and prospects.

1:21:56 – You Can’t Transfer What You Don’t Own
Karl reminds coaches that they must own belief in the system before they can transfer that belief to prospects.

1:22:29 – Train With the Tools
Karl closes by encouraging coaches to use the simulator, PAS, and AI Business Coaching Dojo until the process becomes instinctive.

1:23:30 – Closing
Karl wraps the call and notes that there will be no Friday call because of Independence Day.

Five Key Takeaways

• Coaches are not just selling coaching. They are helping business owners install a business operating system.
• A true MDP is more than a statement. It is the offer, the audience, the innovation, the bold promise, and the actual delivery that makes the business different.
• Joint ventures can become part of the MDP by expanding credibility, capacity, reach, and the value clients receive.
• The best clients are often hungry, coachable, and similar to who the coach was five years ago.
• Coaches need repetition, community, and daily conversations. Studying helps, but training is what makes the system instinctual.

Notable Quotes

“A market dominating position solves the biggest problem for the ideal client.”

“The MDP statement is not the same thing as an MDP.”

“There’s significantly more profit in being the only than being the best.”

“Don’t sell coaching, sell software.”

“We have an operating system that can be installed into any business.”

“The wingers lose their clients to the installers.”

“Your ideal client is you five years ago.”

“The second business eats the first.”

“Stories, examples, and metaphors.”

“You can’t transfer something you don’t own.”

“Don’t concentrate on what you earn. Concentrate on what you learn.”

“Don’t compete. Dominate.”

Action Steps from the Call

1. Practice explaining Market Dominating Position clearly.
2. Separate the MDP itself from the MDP statement.
3. Help clients define the offer, who it is for, the innovation, and the bold promise.
4. Use proof and transformation to strengthen the bold promise.
5. Keep improving MDP language over time instead of expecting it to be perfect immediately.
6. Look for JV partners that can strengthen your offer or your client’s offer.
7. Approach accountants, bookkeepers, VAs, business brokers, and other trusted advisors as potential JV partners.
8. Use a small test drive with JV partners before asking for large-scale referrals.
9. Ask JV partners to send three clients first, then prove measurable results.
10. Think about how to become a fuller-stack solution for your clients.
11. Frame your offer as installing a business operating system.
12. Use Jumpstart 12 as the core operating system.
13. Explain small 2% to 5% improvements as practical and achievable.
14. Look for clients with hunger and coachability.
15. Use “you five years ago” as a way to identify ideal clients.
16. Prepare three strong “bombs” for meaningful conversations.
17. Have three meaningful conversations a day.
18. Use stories, examples, and metaphors to make ideas easier to understand.
19. Stay active in community calls without using them as a substitute for prospect conversations.
20. Train with the simulator, PAS, and AI Business Coaching Dojo until the process becomes natural.

Resources & Tools Mentioned

• Joint Ask the Expert
• PAS / Profit Acceleration Software
• Jumpstart 12
• Deep Dive 40
• AI Business Coaching Dojo
• Market Dominating Position / MDP
• MDP Audit
• Unique Selling Proposition / USP
• Non-Franchise Franchise
• Business Launch System
• Website
• CRM
• Offers
• Marketing Assets
• Packages
• Joint Ventures
• Accountants
• Virtual Assistants
• Bookkeepers
• Business Brokers
• Family Office
• Strategic Advisory
• Staffing Franchise
• Drug Testing
• Criminal Background Checks
• JS12 Business Operating System
• Profit Acceleration Simulator
• Happy Hour
• Three Bombs
• Business Coaching Secrets Podcast
• AI Startup Example
• First Three Clients
• Independence Day Schedule