Writing a business plan is the easy part. You add up how much it costs to run your business, then you set targets of how much more you want to make each month. You separate your many income streams and figure out how many units of each thing you need to sell each month.
The math will always math. But the person who executes this plan? That’s the unpredictable factor. This month I’m sharing my go-to books to keep me motivated and build the business of my dreams - on my terms.
Relentless, by Tim S. Grover
I don’t follow sports, but I do love a good sports story. I find inspiration in the behind-the-scenes anecdotes of how athletes and teams of athletes work together to push their own physical limits. You can take the story arc and lessons and apply them to any area of your life.
“Relentless” is the gift that keeps on giving. Tim S. Grover is a world-renowned coach, guiding the sports performance of legendary players: Michael Jordan, Dwayne Wade, Kobe Bryant among others. This book is a reflection of what can take an athlete from good, to great, to unstoppable.
He describes three personality types, all present and necessary for a successful team: cooler, closer, cleaner. Throughout the book he describes how each type approaches the same event differently. For example:
Coolers avoid taking the winning shot
Coolers take the shot if they know they have a good chance of making it
Closers just trust their gut and shoot; they don’t have to think about it
Without fully realizing it, I’ve created a business where I help people achieve their “moonshot goal”. I help them reach new levels of visibility they never thought possible. In the beginning I thought I could do this by sharing my pitches and contacts. I intuitively knew there was more to it than sending the right emails to the right people.
The journey I take people through is guiding them from being a cooler to a closer. When people start working with me they have a dream, but haven’t taken action. I’ve heard all of the excuses:
I don’t have the right contacts
I don’t have good pitches
I don’t have time to think of good ideas
Do I really have what it takes?
Whatever reason you might have, it comes down to the same thing: you’re avoiding taking the winning shot. You have the potential; you have the ball. But you’re not risking the one thing that will make a difference. You’re not sharing your full self and your ideas.
The reason why I have a six-month coaching program is to guide people from being a cooler to being a closer. Each month we go through some action or project to boost your visibility - either on social media or on TV. And each month I build your confidence in what you have to share and how you want to connect with an audience.
Mid-way through the course, you have some wins. Maybe you stuck to a 30-day content plan. Or you sent out a round of pitches. Maybe you even appeared on TV. Great! At this point, you’re still thinking about the process. It doesn’t feel natural. You still need the comfort of the program to give you the confidence to hit “send”.
This is why there’s another three months. Those next three months are where you finesse those creative muscles. It becomes second nature. You don’t need external validation. You still share because you know people need your message, regardless of any likes or accepted pitches. You follow your intuition and share content because it feels right.
Closers create innovative, thought-provoking content.
Closers pitch ideas even when a show doesn’t respond - and they’re ready when the shows do respond.
Closers take their message to any stage, finding larger audiences, because they know more people need to hear their message.
I am relentless with my business. I am relentless with my clients.
I am a Closer and I create Closers.
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