October 10, 2026 • 20 mins
Summary
In this episode, Robert discusses the key principles for business growth, focusing on setting ambitious targets, taking massive action, overcoming obscurity, and recognizing success as a duty. He introduces the upcoming 10X Midwest Business Summit, designed to help business owners implement these principles effectively.
Takeaways
- What's the number you are chasing right now in your business?
- Most owners set safe numbers and feel stuck.
- Set targets ten times bigger than what you think you can do.
- Massive action is necessary to achieve big targets.
- Obscurity is the enemy; people need to know you exist.
- Success is your duty and responsibility to others.
- Attention is a volume game; be omnipresent.
- Normal action leads to normal results; aim for massive action.
- Your business impacts not just you, but your employees and customers.
- The 10X Midwest Business Summit will provide actionable strategies.
Join The Elevate Insider:
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Facebook: @robertferriell @elevatespringfield
Youtube: @robertferriell
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Transcript
Episode Transcript
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SPEAKER_00 (00:00):
Welcome to Elevate Springfield, where we will dive
into strategies and stories thathelp you rise to your full
potential.
Each episode, we'll talk abouthow you can take intentional
steps to elevate your life andyour business while making a
meaningful impact on thosearound you.
Along the way, we're gonna bringin the change makers from our
(00:20):
community that are alreadyelevating.
We'll bring the actionablestrategies, you bring the
discipline and follow through,and together, we can elevate
Springfield.
Alright, let's go, Springfield.
Time to 10X your day, 10X yourlife, and all of us.
10X Springfield, hey, you arelistening to the Elevate
(00:42):
Springfield podcast.
Robert Farrell here, certified10X coach, speaker, and mentor.
Here to bring you actionablestrategies.
You bring the discipline andfollow through.
And together, we're in ElevateSpringfield, where we are coming
to you from the big dogconstruction studio in beautiful
(01:03):
downtown Springfield.
You are listening to SeparationSaturdays on Elevate
Springfield, where you canseparate yourself from the
competition every Saturdaymorning now.
We are every day with ElevateSpringfield now, so you can
start your morning every morningwith a new drop from Elevate
(01:28):
Springfield.
And we are looking forward tohaving you.
And we are thankful that youchose to listen to us.
We're gonna get started afterthe break.
Hey Springfield, when it comesto reliable, high-quality
roofing, you don't want to leavethings to chance.
That's why you should reach outto Acosta Angeli Ruffing, your
local roughing expert servingSpringfield and surrounding
(01:52):
communities.
From quick, dependable repairsto full replacement, from
residential to commercial, theyare your trusted pros.
Call them today at 217-993-2748or visit their website to book
your free quote and inspection.
Don't wait.
(02:13):
A little leak now could lead tomajor damage later.
Trust the local experts, protectyour home, and get peace of mind
with Acosta Angeli Roofing.
All right, and we are back.
Hey, welcome in everyone to agorgeous Saturday.
Hey, it was a great week onElevate Springfield.
We started off like we always dowith your weekly battle plan.
(02:37):
Monday, we had Pastor GlennMorrison from Faith Nation
Church.
So much great stuff there.
Tuesday, of course, Ellie cameback in.
We talked about influencerculture.
Hey, that's a big thing rightnow, right?
Then on Wednesday, we had DavidRieger in from VetStock26
talking about this upcomingfundraiser that's going to be at
(02:58):
Izumi's today.
So if you're listening to thison drop date, make sure you head
over there and support thatgroup.
Then on Thursday, we had ShellyClements from the Springfield
Sangamon Growth Alliance.
Such a great group.
They're doing great work to helpone bring businesses to
Springfield and Sangamon Countyand also helping the folks that
(03:20):
are already here continue togrow.
Then on Friday, I talked aboutmy experience with fasting on
the wellness upgrade.
So so much great stuff thisweek.
If you missed any of thoseepisodes, make sure you go back
and check those out.
But today it's SeparationSaturdays, y'all.
So here's a question I want youto sit with for a second.
(03:44):
What's the number you arechasing right now in your
business?
Not the one you tell people atthe networking event, the real
one, the one you set back inJanuary, like most of us do,
right?
Now here is the harder question.
You set that number because itwas what you actually wanted, or
because it felt safe?
Because it felt like something,hey, you could hit that without
(04:06):
anybody looking at you weird,thinking it's way too high,
right?
Most owners I talk to aroundhere set the safe number, and
then they work themselves to thebone trying to hit that safe
number.
And at the end of the year, theyfeel exactly the same as they
did at the start.
A little tired, a little stuck,not broke, not winning, just
(04:27):
there, just average, right?
That gap between the number youset and the number you actually
want is what we've got two daysfor coming up here in November.
And that's what we're gonna talkabout today.
Today's episode is a little bitdifferent.
I'm gonna walk you through fourprinciples right out of the 10x
(04:49):
playbook.
The same ideas Chris Hartsuckand I coach from every week at
Big Dog Business Coaching.
And I'm gonna tie those fourback to what we're gonna do this
November, 5th and 6th, at the10X Midwest Business Summit
right here in Springfield.
Because this summit's not arah-rah event, pep rally just to
(05:10):
get you pumped up, right?
It's two days to get theseprinciples into your business
before 2027 starts.
So let's get into it.
First, I want to tell you whywe're even doing this event.
For years, if you wanted to bein a room with people who think
at the 10x level, you had to geton a plane, go to Vegas, Miami,
Dallas, whatever, right?
One of the bigger cities.
(05:31):
You pay for the flight, thehotel, the ticket, three days
away from the business.
And uh a lot of you looked atthat and said, uh, not now.
It doesn't fit right now, maybenext year.
Meanwhile, business sat exactlywhere it is.
Chris and I got tired of seeingthat happen.
We've been in these rooms.
We brought what we learned backhere and put it to work with the
owners we coach.
(05:52):
And we kept asking the samequestion.
Hey, why can't that room behere?
Why can't Springfield be theplace people drive to?
So that's what we built, the 10XMidwest Business Summit.
Two days, November 5th and 6th,right here in Springfield,
presented by Big Dog BusinessCoaching and this podcast.
(06:12):
The tagline is simple.
Think bigger, sell more, scalefaster.
And I want to be clear about whothis is for.
Because it's not for everybody.
It's for the owner that knowsthey could be doing 10 times
more.
Or maybe they only know theycould do five times more.
We're gonna push that to 10.
It's for the contractor who hastrucks and crew, but still can't
(06:32):
get off the job site.
It's for the founder who has agood product, but no sales
system.
It's for the person who's beensaying next year for the last
three years.
If that's you, I'm gonna spendthe next, oh, about 10 minutes
showing you exactly what you'regonna walk out with, starting
with the first principle, theone that changes everything
else.
(06:53):
Setting 10X targets.
The first rule of 10x is thatyou set targets 10 times bigger
than what you think you can do.
Now, I've talked about thisbefore and I know how that
sounds.
If you're doing 300,000 a year,3 million sounds pretty big,
right?
But that's the point.
Grant Cardone's argument, and Ihave watched it play out with
our clients, is that the problemis never that people aim too
(07:14):
high and miss.
The problem is they aim too low,hit it, and never find out what
they were really capable of,what that true potential is.
Here's why that big targetmatters.
And it's not a motivationalposter thing, right?
It's not something to just getyou pumped up.
It's a planning thing.
When your goal is a 10% bump,you plan like a 10% bump.
(07:36):
You tweak the ads, you raiseprices a little, you hope the
phone rings more, small target,small actions, small result.
When your goal is 10 times that,you cannot tweak your way there.
You're forced to ask completelydifferent questions.
What would I have to sell everysingle day?
How many estimates would thattake?
How many people would I need totalk to?
(07:58):
Who would I have to hire?
What would I have to stop doingmyself?
That's sales target math.
And that's one of the thingsthat we're gonna be working on
at the summit.
You're gonna take your 2027number and we're gonna push you
to make it bigger than the oneyou walked in with.
Then we work it backward, annualto monthly, monthly to weekly,
weekly to daily activity.
(08:19):
By the end of that session,you're not gonna be holding a
wish.
You're gonna be holding a numberof conversations you need to
have every single day, and youknow whether you are currently
having them.
Most owners who do that mathfind out they are running at
about a fifth of the activitytheir real goal requires.
That's not a reason to feel badabout it.
That's actually good newsbecause it means the gap is in
(08:41):
the activity, not the market.
And activity you can fix.
You can increase your activity.
So, principle one out of this,set the target you actually
want.
Then do the math on what itcosts you every single day,
which leads straight into thesecond principle because a big
target with no action behind itis just a big disappointment
(09:01):
down the line.
So, principle two, we're goingto talk about today massive
action in the four degrees.
GC says there's four degrees ofaction.
And I want you to figure outwhich one you are in right now
because most owners are notwhere they think they are.
The first degree is do nothing.
You know who you are, nothing isbad enough to change, nothing's
good enough to celebrate, so youjust ride it out.
Second degree is retreat.
(09:22):
You might be taking alldefensive actions, actually
backing away, cutting costs,holding back, waiting to see
what the economy does before youhire, playing not to lose.
The third is normal action oraverage action.
And this is the biggest trap ofall of them because normal feels
responsible.
You show up, you return calls,you do a decent job, you run a
(09:42):
few errands, normal action getsyou normal results.
And normal results in a marketmean you are always one slow
month away from being stressedout.
So fourth degree and where wewant to live is massive action.
Doing so much that people aroundyou think it's excessive.
Following up five times wheneverybody else stops at one,
(10:03):
putting out content every day,all day instead of when you feel
like it.
Making the calls you've beenavoiding, attacking the day
instead of managing it, right?
Controlling that day.
Here's what I've learnedcoaching with Chris.
Nobody ever got in trouble fortaking too much action.
I've never had a client say,hey, I wish I would have made
fewer sales calls this year.
(10:24):
Not once, but I've had plentytell me they wish they had
started sooner or done more.
And massive action isn'tnecessarily about working more
hours.
Most of you are already workinga lot of hours.
It's about where the hours go.
If you spent 60 hours last weekand four of them were actually
selling, that's the problem, notthe effort, but it's the
(10:44):
direction and clarity of wherethose hours are going.
So we're going to bring that toyou during the summit.
Not lecture style.
We're going to work some of thisstuff out with you right there
live.
Because the fastest way to movefrom normal action to massive
action is to do theuncomfortable thing with someone
watching who can fix it right onthe spot.
(11:06):
So principle two, pick yourdegree of action.
Where are you at right now?
And if you're serious about yournew 10X target, there's only one
degree that gets you there, andthat's massive.
So third principle we're goingto talk a little bit about today
is obscurity is the enemy.
GC always says if they don'tknow you, they can't flow you,
right?
So this is one that hurts a lotof businesses right here in
(11:29):
Springfield.
You might not be losing to yourcompetition.
You're losing to obscurity.
People don't know you exist.
And some of you might be pushingback on me right now.
Everybody knows me.
I've been in business for 10years, 20 years, whatever.
Okay.
Well, have they thought aboutyou this week?
Did your name come up when theirneighbor needed a roof or a
plumber or a new accountant?
Being known is not the same asbeing top of mind.
(11:52):
And top of mind is the onlything that gets you the call.
Cardone puts it this way.
He says, Hey, the biggestproblem in business is not the
economy.
It is not your prices.
It is that not enough peopleknow about you.
And in a market like ours, thatis actually an advantage because
it does not take a massive adbudget to become the name people
(12:12):
think of right here inSpringfield and Sangamon County.
It takes consistency.
It takes showing up every day inthe places people already look.
So here's what that means inpractice posting every day, even
when you have something youdon't think is perfect, right?
Get in front of the camera andtalk about what you do.
Answer the questions customersask you on the job, on video,
(12:32):
and put it out there.
Show the work, show the crew,show the before and after.
Attention is a volume game, andmost of your competitors are
simply playing it part-time.
So don't be that.
The owners who are winning hereright now are not the ones
always with the best product,right?
They're the ones who areeverywhere.
(12:53):
And this is the case everywhere.
So we're going to talk throughsome of that at the summit.
You're going to leave withactionable strategies to help
you become omnipresent, what wecall in the 10X world,
omnipresent.
So the person who has seen mostwins.
Decide today that obscurity isno longer an option for your
(13:15):
business.
Principle number four that we'regoing to talk about today is
success is your duty.
Success is not something thathappens to you.
It's not luck.
It's not timing, and it's notsomething you're allowed to be
casual about.
Cardone's phrase is that successis your duty, your obligation,
and your responsibility.
And here's why.
(13:36):
Your business is not just aboutyou.
There are people on your payrollwho have mortgages.
There are kids at home whoseChristmas depends on whether you
had a good fourth quarter ornot.
There are customers who arecounting on you to still be here
in five years to stand behindthe work.
When you play small, every oneof those people pays for it.
So the question is not whetheryou deserve to be successful.
(13:58):
It's whether you are willing totreat it like something you owe
the people around you.
That shift changes how you showup.
You stop apologizing forselling, you stop feeling weird
about following up, you stopwaiting until things calm down
to make the big move because youfinally understand that things
never calm down and the peopledepending on you cannot afford
to wait.
So we're going to help you with90-day action plans on day two
(14:21):
of the business summit to helpyou hone in and coach you on
what that success looks likemoving forward.
You leave with a plan, not justsome ideas.
So principle four, success isyour duty, and we all need to
act like it, y'all.
So what are the two days goingto look like?
They're going to focus on someof what we talked about right
there, but it is Thursday,November 5th and 6th.
(14:45):
We have three ticket tiers thatyou could take advantage of.
One is the executive tier.
Those are 197.
That gives you access to onlyday one of the event, but every
session we have will be open toyou.
You will also get the workbookthat we will have there and a
number of templates that we'regoing to get out.
(15:06):
This is the base level ticket.
If you want to step up to VIP,this is really where you can get
some massive value.
We have everything that you geton the executive ticket.
This ticket, VIP, is$4.97, butyou have your lunch included in
that, as well as an extrasession during that lunchtime
with me and Chris.
And also the number one salesmanfor 10X for Grant Cardone
(15:30):
himself, a man that averagesover a million dollars in
commissions each and every year.
That's Dave Robards.
He's going to be joining usvirtually during that lunch.
So much great content will bedone there.
He will have a phenomenal timedoing some role play in there
too.
So get everybody's sales chopsready.
And then our top-level ticket isSuper VIP.
(15:53):
That opens up the second day.
So everything included in theVIP on the first day, but then
on the second day, you get abreakfast in the morning, and
you get another half dayworkshop with Chris and I in a
small group setting where we'rereally going to go over those
90-day plans, take everything welearned on Thursday, and make it
(16:14):
actionable for you to walk outon Friday with their next 90
days on what you're going to doto go after that new 10X target
you set by utilizing thestrategies that we helped you
put in place throughout thesummit.
So here's the thing about theroom you're going to be in, no
matter what ticket you choose,you're going to be surrounded by
owners from across centralIllinois who made the same
(16:37):
decision you did, who spent themoney, blocked the days, and
showed up.
Some of the best deals, hires,and partnerships I've seen in
this town started when twopeople sitting next to each
other at an event similar tothis or at a networking event,
right?
You're not going to get thatjust by listening to this
podcast.
You've got to be in thebuilding, right?
And seating is limited onpurpose for this workshop
(16:59):
because we want to make sure wecan do hands-on stuff with y'all
and make it really actionablefor you guys.
So you can head over to MidwestBusiness Summit.com and grab
your tickets today.
So let's bring it back to thebeginning here.
The number you're chasing.
Said that right at thebeginning, right?
Four principles.
Set a target ten times biggerthan feels comfortable.
(17:19):
Take massive action, not normalaction to get there.
Refuse to stay obscure becausethe person who has seen the most
wins and treat your success as aduty to the people depending on
you.
You can take those four things,work on them alone.
Plenty of people do.
Or you can spend two days in aroom with Chris and I and Dave
(17:39):
Robards and a large group ofother business owners in
Springfield and Sangaman Countywho are done playing small and
leave with a plan ready to roll.
So that's November 5th and 6th,right here in Springfield, the
10X Midwest Business Summit.
Think bigger, sell more, scalefaster.
Head over to Midwest BusinessSummit.com, pick your tier,
(18:01):
executive VIP or super VIP, andget your seat.
If you have a question aboutwhich one is right for you, send
me a message.
I'd happy to have a conversationwith you.
So hope that helps today, y'all,and hope to see you at the 10X
Midwest Business Summit.
We'll be back after the break.
Looking for expert tree carewith hometown integrity, look no
further than Sangamon TreeService.
(18:23):
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Call the name your neighborstrust, Sangaman Tree Service, or
(18:43):
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Sangman Tree Service, rooted inquality, built on trust.
Well, thank you for joining ustoday, everybody.
Appreciate you making us a partof your day.
Hey, don't forget while you'reout on social, check ours out.
You can check my personal oneout at RobertFarrell at
everywhere.
Check out those ElevateSpringfield pages, those big dog
(19:06):
business coaching pages as well.
Check us out over on YouTube.
Give us a subscribe, give us alike or a follow on any of those
channels.
We would certainly appreciateit.
So hey, take what you learnedtoday.
You bring the discipline andfollow through and together.
That's right, y'all.
We're gonna elevate Springfield.
(19:27):
Be great.
Looking for personalizedinsurance with hometown care,
David Hilst, American FamilyInsurance Agent's here to help
you protect what matters most: your family, your home, and your (19:34):
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(19:56):
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Call 217 726 6343.
Welcome to Elevate Springfield, where we will dive
into strategies and stories thathelp you rise to your full
potential.
Each episode, we'll talk abouthow you can take intentional
steps to elevate your life andyour business while making a
meaningful impact on thosearound you.
Along the way, we're gonna bringin the change makers from our
(00:20):
community that are alreadyelevating.
We'll bring the actionablestrategies, you bring the
discipline and follow through,and together, we can elevate
Springfield.
Alright, let's go, Springfield.
Time to 10X your day, 10X yourlife, and all of us.
10X Springfield, hey, you arelistening to the Elevate
(00:42):
Springfield podcast.
Robert Farrell here, certified10X coach, speaker, and mentor.
Here to bring you actionablestrategies.
You bring the discipline andfollow through.
And together, we're in ElevateSpringfield, where we are coming
to you from the big dogconstruction studio in beautiful
(01:03):
downtown Springfield.
You are listening to SeparationSaturdays on Elevate
Springfield, where you canseparate yourself from the
competition every Saturdaymorning now.
We are every day with ElevateSpringfield now, so you can
start your morning every morningwith a new drop from Elevate
(01:28):
Springfield.
And we are looking forward tohaving you.
And we are thankful that youchose to listen to us.
We're gonna get started afterthe break.
Hey Springfield, when it comesto reliable, high-quality
roofing, you don't want to leavethings to chance.
That's why you should reach outto Acosta Angeli Ruffing, your
local roughing expert servingSpringfield and surrounding
(01:52):
communities.
From quick, dependable repairsto full replacement, from
residential to commercial, theyare your trusted pros.
Call them today at 217-993-2748or visit their website to book
your free quote and inspection.
Don't wait.
(02:13):
A little leak now could lead tomajor damage later.
Trust the local experts, protectyour home, and get peace of mind
with Acosta Angeli Roofing.
All right, and we are back.
Hey, welcome in everyone to agorgeous Saturday.
Hey, it was a great week onElevate Springfield.
We started off like we always dowith your weekly battle plan.
(02:37):
Monday, we had Pastor GlennMorrison from Faith Nation
Church.
So much great stuff there.
Tuesday, of course, Ellie cameback in.
We talked about influencerculture.
Hey, that's a big thing rightnow, right?
Then on Wednesday, we had DavidRieger in from VetStock26
talking about this upcomingfundraiser that's going to be at
(02:58):
Izumi's today.
So if you're listening to thison drop date, make sure you head
over there and support thatgroup.
Then on Thursday, we had ShellyClements from the Springfield
Sangamon Growth Alliance.
Such a great group.
They're doing great work to helpone bring businesses to
Springfield and Sangamon Countyand also helping the folks that
(03:20):
are already here continue togrow.
Then on Friday, I talked aboutmy experience with fasting on
the wellness upgrade.
So so much great stuff thisweek.
If you missed any of thoseepisodes, make sure you go back
and check those out.
But today it's SeparationSaturdays, y'all.
So here's a question I want youto sit with for a second.
(03:44):
What's the number you arechasing right now in your
business?
Not the one you tell people atthe networking event, the real
one, the one you set back inJanuary, like most of us do,
right?
Now here is the harder question.
You set that number because itwas what you actually wanted, or
because it felt safe?
Because it felt like something,hey, you could hit that without
(04:06):
anybody looking at you weird,thinking it's way too high,
right?
Most owners I talk to aroundhere set the safe number, and
then they work themselves to thebone trying to hit that safe
number.
And at the end of the year, theyfeel exactly the same as they
did at the start.
A little tired, a little stuck,not broke, not winning, just
(04:27):
there, just average, right?
That gap between the number youset and the number you actually
want is what we've got two daysfor coming up here in November.
And that's what we're gonna talkabout today.
Today's episode is a little bitdifferent.
I'm gonna walk you through fourprinciples right out of the 10x
(04:49):
playbook.
The same ideas Chris Hartsuckand I coach from every week at
Big Dog Business Coaching.
And I'm gonna tie those fourback to what we're gonna do this
November, 5th and 6th, at the10X Midwest Business Summit
right here in Springfield.
Because this summit's not arah-rah event, pep rally just to
(05:10):
get you pumped up, right?
It's two days to get theseprinciples into your business
before 2027 starts.
So let's get into it.
First, I want to tell you whywe're even doing this event.
For years, if you wanted to bein a room with people who think
at the 10x level, you had to geton a plane, go to Vegas, Miami,
Dallas, whatever, right?
One of the bigger cities.
(05:31):
You pay for the flight, thehotel, the ticket, three days
away from the business.
And uh a lot of you looked atthat and said, uh, not now.
It doesn't fit right now, maybenext year.
Meanwhile, business sat exactlywhere it is.
Chris and I got tired of seeingthat happen.
We've been in these rooms.
We brought what we learned backhere and put it to work with the
owners we coach.
(05:52):
And we kept asking the samequestion.
Hey, why can't that room behere?
Why can't Springfield be theplace people drive to?
So that's what we built, the 10XMidwest Business Summit.
Two days, November 5th and 6th,right here in Springfield,
presented by Big Dog BusinessCoaching and this podcast.
(06:12):
The tagline is simple.
Think bigger, sell more, scalefaster.
And I want to be clear about whothis is for.
Because it's not for everybody.
It's for the owner that knowsthey could be doing 10 times
more.
Or maybe they only know theycould do five times more.
We're gonna push that to 10.
It's for the contractor who hastrucks and crew, but still can't
(06:32):
get off the job site.
It's for the founder who has agood product, but no sales
system.
It's for the person who's beensaying next year for the last
three years.
If that's you, I'm gonna spendthe next, oh, about 10 minutes
showing you exactly what you'regonna walk out with, starting
with the first principle, theone that changes everything
else.
(06:53):
Setting 10X targets.
The first rule of 10x is thatyou set targets 10 times bigger
than what you think you can do.
Now, I've talked about thisbefore and I know how that
sounds.
If you're doing 300,000 a year,3 million sounds pretty big,
right?
But that's the point.
Grant Cardone's argument, and Ihave watched it play out with
our clients, is that the problemis never that people aim too
(07:14):
high and miss.
The problem is they aim too low,hit it, and never find out what
they were really capable of,what that true potential is.
Here's why that big targetmatters.
And it's not a motivationalposter thing, right?
It's not something to just getyou pumped up.
It's a planning thing.
When your goal is a 10% bump,you plan like a 10% bump.
(07:36):
You tweak the ads, you raiseprices a little, you hope the
phone rings more, small target,small actions, small result.
When your goal is 10 times that,you cannot tweak your way there.
You're forced to ask completelydifferent questions.
What would I have to sell everysingle day?
How many estimates would thattake?
How many people would I need totalk to?
(07:58):
Who would I have to hire?
What would I have to stop doingmyself?
That's sales target math.
And that's one of the thingsthat we're gonna be working on
at the summit.
You're gonna take your 2027number and we're gonna push you
to make it bigger than the oneyou walked in with.
Then we work it backward, annualto monthly, monthly to weekly,
weekly to daily activity.
(08:19):
By the end of that session,you're not gonna be holding a
wish.
You're gonna be holding a numberof conversations you need to
have every single day, and youknow whether you are currently
having them.
Most owners who do that mathfind out they are running at
about a fifth of the activitytheir real goal requires.
That's not a reason to feel badabout it.
That's actually good newsbecause it means the gap is in
(08:41):
the activity, not the market.
And activity you can fix.
You can increase your activity.
So, principle one out of this,set the target you actually
want.
Then do the math on what itcosts you every single day,
which leads straight into thesecond principle because a big
target with no action behind itis just a big disappointment
(09:01):
down the line.
So, principle two, we're goingto talk about today massive
action in the four degrees.
GC says there's four degrees ofaction.
And I want you to figure outwhich one you are in right now
because most owners are notwhere they think they are.
The first degree is do nothing.
You know who you are, nothing isbad enough to change, nothing's
good enough to celebrate, so youjust ride it out.
Second degree is retreat.
(09:22):
You might be taking alldefensive actions, actually
backing away, cutting costs,holding back, waiting to see
what the economy does before youhire, playing not to lose.
The third is normal action oraverage action.
And this is the biggest trap ofall of them because normal feels
responsible.
You show up, you return calls,you do a decent job, you run a
(09:42):
few errands, normal action getsyou normal results.
And normal results in a marketmean you are always one slow
month away from being stressedout.
So fourth degree and where wewant to live is massive action.
Doing so much that people aroundyou think it's excessive.
Following up five times wheneverybody else stops at one,
(10:03):
putting out content every day,all day instead of when you feel
like it.
Making the calls you've beenavoiding, attacking the day
instead of managing it, right?
Controlling that day.
Here's what I've learnedcoaching with Chris.
Nobody ever got in trouble fortaking too much action.
I've never had a client say,hey, I wish I would have made
fewer sales calls this year.
(10:24):
Not once, but I've had plentytell me they wish they had
started sooner or done more.
And massive action isn'tnecessarily about working more
hours.
Most of you are already workinga lot of hours.
It's about where the hours go.
If you spent 60 hours last weekand four of them were actually
selling, that's the problem, notthe effort, but it's the
(10:44):
direction and clarity of wherethose hours are going.
So we're going to bring that toyou during the summit.
Not lecture style.
We're going to work some of thisstuff out with you right there
live.
Because the fastest way to movefrom normal action to massive
action is to do theuncomfortable thing with someone
watching who can fix it right onthe spot.
(11:06):
So principle two, pick yourdegree of action.
Where are you at right now?
And if you're serious about yournew 10X target, there's only one
degree that gets you there, andthat's massive.
So third principle we're goingto talk a little bit about today
is obscurity is the enemy.
GC always says if they don'tknow you, they can't flow you,
right?
So this is one that hurts a lotof businesses right here in
(11:29):
Springfield.
You might not be losing to yourcompetition.
You're losing to obscurity.
People don't know you exist.
And some of you might be pushingback on me right now.
Everybody knows me.
I've been in business for 10years, 20 years, whatever.
Okay.
Well, have they thought aboutyou this week?
Did your name come up when theirneighbor needed a roof or a
plumber or a new accountant?
Being known is not the same asbeing top of mind.
(11:52):
And top of mind is the onlything that gets you the call.
Cardone puts it this way.
He says, Hey, the biggestproblem in business is not the
economy.
It is not your prices.
It is that not enough peopleknow about you.
And in a market like ours, thatis actually an advantage because
it does not take a massive adbudget to become the name people
(12:12):
think of right here inSpringfield and Sangamon County.
It takes consistency.
It takes showing up every day inthe places people already look.
So here's what that means inpractice posting every day, even
when you have something youdon't think is perfect, right?
Get in front of the camera andtalk about what you do.
Answer the questions customersask you on the job, on video,
(12:32):
and put it out there.
Show the work, show the crew,show the before and after.
Attention is a volume game, andmost of your competitors are
simply playing it part-time.
So don't be that.
The owners who are winning hereright now are not the ones
always with the best product,right?
They're the ones who areeverywhere.
(12:53):
And this is the case everywhere.
So we're going to talk throughsome of that at the summit.
You're going to leave withactionable strategies to help
you become omnipresent, what wecall in the 10X world,
omnipresent.
So the person who has seen mostwins.
Decide today that obscurity isno longer an option for your
(13:15):
business.
Principle number four that we'regoing to talk about today is
success is your duty.
Success is not something thathappens to you.
It's not luck.
It's not timing, and it's notsomething you're allowed to be
casual about.
Cardone's phrase is that successis your duty, your obligation,
and your responsibility.
And here's why.
(13:36):
Your business is not just aboutyou.
There are people on your payrollwho have mortgages.
There are kids at home whoseChristmas depends on whether you
had a good fourth quarter ornot.
There are customers who arecounting on you to still be here
in five years to stand behindthe work.
When you play small, every oneof those people pays for it.
So the question is not whetheryou deserve to be successful.
(13:58):
It's whether you are willing totreat it like something you owe
the people around you.
That shift changes how you showup.
You stop apologizing forselling, you stop feeling weird
about following up, you stopwaiting until things calm down
to make the big move because youfinally understand that things
never calm down and the peopledepending on you cannot afford
to wait.
So we're going to help you with90-day action plans on day two
(14:21):
of the business summit to helpyou hone in and coach you on
what that success looks likemoving forward.
You leave with a plan, not justsome ideas.
So principle four, success isyour duty, and we all need to
act like it, y'all.
So what are the two days goingto look like?
They're going to focus on someof what we talked about right
there, but it is Thursday,November 5th and 6th.
(14:45):
We have three ticket tiers thatyou could take advantage of.
One is the executive tier.
Those are 197.
That gives you access to onlyday one of the event, but every
session we have will be open toyou.
You will also get the workbookthat we will have there and a
number of templates that we'regoing to get out.
(15:06):
This is the base level ticket.
If you want to step up to VIP,this is really where you can get
some massive value.
We have everything that you geton the executive ticket.
This ticket, VIP, is$4.97, butyou have your lunch included in
that, as well as an extrasession during that lunchtime
with me and Chris.
And also the number one salesmanfor 10X for Grant Cardone
(15:30):
himself, a man that averagesover a million dollars in
commissions each and every year.
That's Dave Robards.
He's going to be joining usvirtually during that lunch.
So much great content will bedone there.
He will have a phenomenal timedoing some role play in there
too.
So get everybody's sales chopsready.
And then our top-level ticket isSuper VIP.
(15:53):
That opens up the second day.
So everything included in theVIP on the first day, but then
on the second day, you get abreakfast in the morning, and
you get another half dayworkshop with Chris and I in a
small group setting where we'rereally going to go over those
90-day plans, take everything welearned on Thursday, and make it
(16:14):
actionable for you to walk outon Friday with their next 90
days on what you're going to doto go after that new 10X target
you set by utilizing thestrategies that we helped you
put in place throughout thesummit.
So here's the thing about theroom you're going to be in, no
matter what ticket you choose,you're going to be surrounded by
owners from across centralIllinois who made the same
(16:37):
decision you did, who spent themoney, blocked the days, and
showed up.
Some of the best deals, hires,and partnerships I've seen in
this town started when twopeople sitting next to each
other at an event similar tothis or at a networking event,
right?
You're not going to get thatjust by listening to this
podcast.
You've got to be in thebuilding, right?
And seating is limited onpurpose for this workshop
(16:59):
because we want to make sure wecan do hands-on stuff with y'all
and make it really actionablefor you guys.
So you can head over to MidwestBusiness Summit.com and grab
your tickets today.
So let's bring it back to thebeginning here.
The number you're chasing.
Said that right at thebeginning, right?
Four principles.
Set a target ten times biggerthan feels comfortable.
(17:19):
Take massive action, not normalaction to get there.
Refuse to stay obscure becausethe person who has seen the most
wins and treat your success as aduty to the people depending on
you.
You can take those four things,work on them alone.
Plenty of people do.
Or you can spend two days in aroom with Chris and I and Dave
(17:39):
Robards and a large group ofother business owners in
Springfield and Sangaman Countywho are done playing small and
leave with a plan ready to roll.
So that's November 5th and 6th,right here in Springfield, the
10X Midwest Business Summit.
Think bigger, sell more, scalefaster.
Head over to Midwest BusinessSummit.com, pick your tier,
(18:01):
executive VIP or super VIP, andget your seat.
If you have a question aboutwhich one is right for you, send
me a message.
I'd happy to have a conversationwith you.
So hope that helps today, y'all,and hope to see you at the 10X
Midwest Business Summit.
We'll be back after the break.
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further than Sangamon TreeService.
(18:23):
They're your trusted local pros,delivering quality workmanship,
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Whether it's trimming, removal,or storm cleanup, their team
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Call the name your neighborstrust, Sangaman Tree Service, or
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visit them today atSangamantTreeService.com.
Sangman Tree Service, rooted inquality, built on trust.
Well, thank you for joining ustoday, everybody.
Appreciate you making us a partof your day.
Hey, don't forget while you'reout on social, check ours out.
You can check my personal oneout at RobertFarrell at
everywhere.
Check out those ElevateSpringfield pages, those big dog
(19:06):
business coaching pages as well.
Check us out over on YouTube.
Give us a subscribe, give us alike or a follow on any of those
channels.
We would certainly appreciateit.
So hey, take what you learnedtoday.
You bring the discipline andfollow through and together.
That's right, y'all.
We're gonna elevate Springfield.
(19:27):
Be great.
Looking for personalizedinsurance with hometown care,
David Hilst, American FamilyInsurance Agent's here to help
you protect what matters most: your family, your home, and your (19:34):
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Whether it's auto, home, life,business, David and his team are
proud to serve the Springfieldcommunity with trusted advice
and reliable coverage.
Local service, realrelationships, peace of mind.
Call today or stop by theiroffice.
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They can build your dreamprotection plan together.
Call 217 726 6343.
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