Entrepreneurs

Aaron Sansoni - Why You Shouldn't Aim For Happy Clients Header

Why You Shouldn’t Aim For Happy Clients
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Some time ago, I was a keynote speaker at a conference that focused on creating happy clients. Obviously, given what I do and how I do it, many people believe that I have a lot to say about that particular topic and the reality is that yes, I do. It may not, however, be what most people want to hear.

I firmly believe that you shouldn’t aim to create happy clients when running your business. Imagine the surprise on the conference attendees face when I said that! It’s certainly not a popular opinion, but I strongly believe it’s an accurate one. You shouldn’t aim for happy clients. You should aim higher. You should aim for tribe members.

What are Tribe Members

Tribe members are individuals that have worked with you and are fully committed to what you do and the way that you get it done. They will do anything for you and they aren’t afraid to tell others about how much they love you and your company. In fact, “not afraid” is perhaps too weak of an impression. They love telling other people about your company and look for opportunities to do so!  

These are the kind of customers you want to create. These are the ones that will provide the most value over time.

Where to Find Tribe Members

Tribe members are created based on great relationships. You build tribe members. You don’t find or create them. It’s a long process, but I promise it is totally worth it to have a group of individuals that you love and that love you when it comes to your business.

The reality of running a business means that tribe members are much more difficult to nurture than happy clients — a fact that is compounded when you take your business to scale. Odds are that, when operating on a large scale, you won’t just have happy clients…you’ll have unhappy clients as well. It’s inevitable. ‘

The key is identifying which of your current clients have tribe potential. Do you have clients that seem ecstatic about an interaction? Beyond happy? Over the moon, perhaps? These are great indicators that you’ve identified a tribe member early on. Nurture these people by going above and beyond for them in return.

In fact, there are four (4) things you can do every single day that will help you create the perfect environment to nurture tribe members. I cover these steps and so much more in my Empire Mastery Course. Visit AaronSansoni.com for more information!

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What You Think You Do | Aaron Sansoni

What You Think You Do vs. What You Actually Do
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Today, the nature of a business can change in an alarmingly quick instant. Innovation, technology, and connectivity have the potential to turn any industry on its head in a heartbeat. That is why it’s absolutely critical that modern business owners truly understand the purpose of their company. They must determine the difference between what it is they think they do, and what it is they actually do.

Many of you are probably asking yourself what the difference is. That’s normal. We have a tendency to think only in terms of what we accomplish short-term and the direct impact it has on our own business. A company that produces energy drinks, for example, might say that what they do is manufacture and sell highly-caffeinated beverages for profit. While this isn’t inaccurate, it also isn’t enough to prevent the company from failing as they fall victim to an unexpected 21st-century invention.

Instead, the company should think in terms of their greater purpose:

  • Who purchases the energy drinks?
  • What do they hope to accomplish by purchasing them?
  • How can the company help their clients accomplish this in the best possible way?

By focusing on the larger goal behind the current product, business owners are better able to invest in the things that will help the company maintain relevance in the future.

Returning to our example above, let’s say that college students purchase the energy drinks in order to study more material, and new parents purchase the drinks to stay awake long enough to check off everything on their to-do lists. It would be safe to say that what the company actually does is help people find additional time to handle life’s challenges. With this knowledge, the company owner can invest in new research or technology that also aids in “finding additional time” for life.

It’s important to remember that merely identifying what you actually do is not enough to prevent your brand from becoming obsolete over time. You need to ensure that you’re communicating your greater purpose to consumers and investors alike. Marketing campaigns should evoke the emotions felt by your target audience when you’ve accomplished your greater purpose, regardless of what method was used to accomplish it. This will effectively allow your company to explore new product avenues while maintaining the public perception of your brand and increasing opportunities for growth over time.

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Aaron Sansoni - Gratitude Header

How Gratitude Can Change Your Business Mindset
560 315 Aaron Sansoni

Let’s take a few minutes to talk about gratitude. We’re all familiar with the concept. Some of us practice it regularly. The question, however, is whether or not we practice it correctly.

If I asked you to create a gratitude list right now, what would be on it? I’d guess your family. Friends. Shelter. Job. But when you’re an entrepreneur you need to take it one step further than that. How many of you are thankful you woke up this morning? How many of you are grateful that you are capable of reading this article? What about the fact that you have an amazing opportunity to change your own situation?

One of the biggest things I am grateful for as an entrepreneur is the chance to pursue opportunities on my own terms. Even if I fail, I will forever be thankful that I failed my way. I didn’t have to lose on someone else’s terms. I’d take that opportunity over the alternative each and every day, so I try to remember that gratitude as I continue to pursue success, because, when you get right down to it, gratitude is all about perspective. As entrepreneurs, it is important to think about gratitude not only in terms of what we have and what we’ve achieved, but also in terms of what we could do.

There’s a common misconception among the general public that to be successful is to be a bad person. Somewhere along the way, making a lot of money became synonymous with being evil. I’m here to tell you that this is an extremely inaccurate generalization. You can make money and be a good person. Take a second to think about those things you are grateful for. Take a few more seconds to think about how you might be able to provide those things to someone else.

Let me demonstrate my point with a personal story. Through my nonprofit group, The Aaron Sansoni Foundation, we were able to donate 50,000 meals to hungry citizens of Australia. 50,000 is no small number. That’s a lot of food and a lot of food requires a lot of money. I am grateful that I chose to pursue and achieve goals that allow me to contribute to such a worthwhile cause. And make no mistake — it was my choice and I made it on my terms, and for that I am thankful.

Looking at your gratitude list has the potential to make you feel a bit more alive. It can change the way you think about your problems or the way you choose to approach life as it comes at you. If you begin each day thinking about all of the things you are grateful for, and all of the things you have the opportunity to be grateful for in the future, would that not impact your decision-making process?

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Business Mentors | Aaron Sansoni

Two Types of Mentors Every Business Needs
560 315 Aaron Sansoni

Have you ever heard the phrase “it’s not who you are, it’s who you know”? You probably know more people than you care to admit, and who you choose to associate with can play a big role in achieving success. There are two types of mentors every business needs to succeed.

Mentors are a crucial part of every personal and professional growth pattern. They serve as sounding boards, educators, and support systems.

“…mentorship makes early stage companies stick around longer (on average, an extra 2 years) and helps make them more successful,” writes Annabel Acton on why you need a mentor. This being the case, it is imperative that you choose your mentor wisely.

If success is your end goal, you should seek mentorship from two types of people: Experts by Results and Experts by Research.

Experts by Results: first type of mentors every business needs

Experts by Results have proven their success in your particular field. They know how to accomplish your goals because they have already done it.

Results-based experts have encountered similar pitfalls, experienced similar hurdles, and emerged (relatively) unscathed. They make extremely qualified mentors for the simple fact that, they’ve walked in your shoes.

If you’re an aspiring CEO, for example, then your go-to results expert should be someone who is or used to be a successful CEO.



Experts by Research: second type of mentors every business needs

Experts by Research are the people that have put extensive amounts of time, money, and effort into studying and understanding situations exactly like yours. They’ve assessed the risks, compiled the best practices, and eliminated the superfluous details in order to come up with the best possible path to your desired destination.

Research experts make good mentors because they have an innate, academic understanding of your current situation and the many viable options you have to move forward.

In real life, they can sometimes be tricky to identify. If we go back to our CEO example, the research expert could either be a trusted advisor or an outside educator.

How Do I Find These Experts?

Sometimes knowing who should be your mentor is the easy part. Finding that person, however, can certainly be more difficult.

There are countless resources out there detailing the various places to find mentors and advisors. Online and in-person networking groups, industry trade shows, and indirect competitors are all good starting places, but they inevitably involve quite a bit of time, and possibly a pitch or two. Luckily, they aren’t your only options.

Friends and Family

Start your mentor search close to home. Did you have an uncle that inspired you to pursue your business dreams? A family friend that dripped success every time he stopped over for supper? If so, reach out to them. Speaking to friends and family is often one of the most beneficial, albeit brutally honest, forms of mentorship you can get.

Check Your Heroes

Occasionally, successful businessmen and women set out to assume mentorship responsibility for those who are starting off in conditions similar to their own. Determine who your business idols are, and then spend some time thoroughly exploring their websites. You might find that they offer educational classes with useful tips and tricks, downloadable books full of their experiences, or even formal mentorship programs with an application process.

Aaron has affected the lives of over 2 million people, in 41 countries from over 100 industries on and offline through his training spanning a decade of mentoring. As a global authority on Activation® he’s authored his best-selling book ‘Think Like’ which explores the millionaire mindset enabling anyone to build an empire of their own.

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