The #1 reason most programs fail isn’t sales or marketing - it’s overcomplexity in business.
In this episode, Tara breaks down the five hidden ways overcomplexity sneaks into your business model and reveals one simple, scalable solution that changes everything. You’ll learn why and how to create a signature framework that simplifies your offers, improves client results, and frees you to finally scale without chaos.
If you’ve ever felt like your business is “too much” - too many steps, too many offers, too much content - this one’s for you.
🧭 What You’ll Learn
- The 5 false beliefs that make your business more complex than it needs to be
- Why simplicity is the highest form of mastery
- How to design a scalable business model that delivers consistent results
- The difference between personalization and over-customization
- Why automation actually creates more connection — not less
- How to use your signature framework to simplify and scale
⏱️ Chapters
00:00 — Why Overcomplexity Is the Real Growth Killer
01:10 — False Belief #1: More = More Value
02:40 — False Belief #2: Simple Looks “Too Easy”
04:00 — Why Simplicity Equals Mastery
06:00 — False Belief #3: Every Client Is Unique
08:00 — False Belief #4: Automation Kills the Personal Touch
10:10 — False Belief #5: You Must Always Add New Content
13:00 — What Overcomplexity Really Costs Your Business
15:00 — The One Solution: Build Your Signature Framework
17:00 — How Simplicity Becomes Your Superpower
18:00 — Closing Thoughts and Next Steps
Connect with Tara
🌐 taralbryan.com 📩 Subscribe for free resources on simplifying and scaling your business
🎧 Listen to more episodes of The Scalable Expert Podcast
Mentioned in this episode:
https://taralbryan.com/step/15-learn-to-scale-call
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Tara Bryan (00:00):
The number one reason most programs fail isn't what you think.
(00:03):
It's not sales, it's not even marketing.
It's over complexity and the scarypart, most business owners don't
even realize they're doing it.
In this episode, I'll show youhow complexity kills results
and what to do to fix it.
Hey everybody.
Welcome to season three of theScalable Expert Podcast, the show for
(00:24):
established expert business ownerswho are maxed out in time and ready to
find the scalable impact of their work.
I'm your host, Tara Bryan, founderof the scalable expert and creator
of the Infinite Scale Method.
If you built a business aroundyour expertise, but feel stuck
in the time for money trap, thispodcast is your path forward.
(00:46):
Each week I'll share stories andstrategies and shifts to help you
step into a new scalable businessmodel by declaring your authority,
packaging your expert framework, andstreamlining your offers and systems
to ultimately become a scalable expert.
'cause it's not about workingharder, it's about building smarter.
(01:07):
All you need is one signatureexpert framework, and you can
deliver an infinite amount of waysto be able to scale your business.
Alright, let's get started.
All right, so let's get into the episode.
One of the things that, causes overcomplexity is some common false beliefs
(01:31):
that a lot of business owners and,creators come to the table with as they're
building their products and programs.
The first one is the beliefthat more equals better, right?
More equals more value.
And the more that you can givesomebody, the better off it is, right?
Feels like it's a lot of stuff, right?
It's like going to McDonald's andgetting the, whatever it's called, right?
(01:54):
Like the mega, mega, soda and,and all the things, right?
You feel like you're getting a betterdeal because you're giving them more.
That's a perception that we have at whenwe are building our programs, as you just
keep layering new and new on top of it sopeople feel like they're getting a deal.
But here's the reality isthat people don't need more.
(02:17):
They need the fastestpath to results, right?
Your job as the expert is toprovide people with a simplified
and fast path to results, right?
That's what people want, is they wantsomething different to happen, right?
They want a result.
They want to, increase something ordecrease something, or make things happen.
(02:38):
That's what they're paying you for.
They're not paying for you togive them more and more and more.
They're paying for that result.
So always keep that in mind islike, what's the fastest and
easiest path you can put someone on?
In order for them to get results.
So more is not necessarily better.
A different way to think aboutit is what do they need to be
(03:00):
able to get to the finish line?
Right?
What are, what's like the absoluteminimum that they need to get there?
But you're providing them withall of the different steps.
So that's the first false belief is moreequals, more value, more wonderfulness,
which is not necessarily the case.
So with that, the kind of the secondaryfalse belief that people have is
(03:21):
like, well, if I simplify it, it'llmake it seem like it's too easy.
And so the, the false beliefis my expertise is really
valuable because it's complex.
If I make it simple, peoplewon't think they need me, right?
So if it looks too easy, if itappears too easy, then you know,
there's no smoke and mirrors aroundmy expertise and what I provide.
(03:41):
This is a really, really commonone, and this is one that people
trip up against all the time.
The truth is, is that your expertiseprovides you with the experience to be
able to really simplify everything becauseyou've already gone through all of the
hoops and hurdles and obstacles that theymay encounter on their path to success or
(04:04):
to the results that they're looking for.
And so that's what they'repaying you for, right?
They're paying for you to simplify it.
So honestly, when you launchsomething, it should seem so simple
to you that you're like, why?
Why would people pay me for this?
Because it's so simple.
That's the level of, simplicitythat you need to lead with, because
(04:24):
here's the thing is because it'ssimple to you, because you are the
expert, you already know the answers.
You already know how the step-by-steppath for how to get there, you
need to distill it down for peoplewho don't have that path, right?
So for them, it's not simple.
For them what they're like, oh wow.
Like they really know how to do thisbecause they're able to lay out a path
(04:47):
that seems like it's realistic for meto be able to get the same results.
So reframe that in your mind, becausethe truth is really that simplicity
is the highest form of mastery.
Think about it.
You don't really know what you'redoing if you're not an expert, right?
You're kind of, you know, doing trial anderror, you're trying to figure things out.
(05:09):
You're going through, all of the, thestarts and stops and trying to figure
out how things, how things work.
When you are able to be, guidedby an expert who has done it,
who has the fast track, then,everything becomes more simple.
So the way that we alwaysrecommend doing this is to create
(05:30):
your signature framework, right?
Create your authority framework whereyou're, you are just taking them on
a journey from point A to point Band providing them the fastest path
to results, which is that where thatframework fits in because it's the
step-by-step path that you've developed.
You've been there, you know how to gofrom point A to point B in the fastest
way possible so that you can getresults, your clients can get results,
(05:55):
and other people can see that you havethe authority, you have the expertise
to be able to guide them down the path.
So that is a really,really strong false belief.
But if you can switch that around to belike, the more simple that I could create
this, the higher level of confidenceand the highest level of success your
(06:17):
people are gonna get because they'reable to follow it, because you've done
the work to make it more simplified.
A lot of times this shows up when I'mworking with people and they just wanna
dump in all of the content, right?
Like all the information,all of the things.
They start with you know, in my youth Idid this and then I went on this and, you
know, all of the, the different, pathsand all the things that went through
(06:38):
or all the information and, and that itis just giving them information so that
they can do something with it, right?
It's not helping them actually get tothat result in the fastest way possible.
So reframe that.
You do the work to simplify your expertiseand then that, is what leads you to be
(06:59):
able to deliver at the highest level.
So the next one is every client isunique, so the program has to be unique.
Everything has to be, you know,you've gotta have something for
everyone because everyone is unique.
And the way to flip that again, is togo back to our signature framework.
Lead from your expertise,lead from your framework.
(07:19):
Take them on the path to pointA to point B, because you
know how to get them results.
When everyone is unique, what'shappening is they're all coming in
with their own ideas of how they wannado something because you haven't.
Set that path in front of themso they don't even know, right?
So they're sort of just making up like,I wanna do it this way, I wanna do it
(07:40):
this way, I want this, I want that, Iwant you to go down this rabbit hole.
And that's not leadingthen from your expertise.
So you gotta flip that around, because thetruth is that 80 and 90% of your client's
challenges follow the same pattern.
Find the pattern.
Figure out how to deliver on that pattern.
(08:00):
And then yeah, you may just have somenuances here and there, but a 10% nuance
is way different than 90% nuance, right?
So lead from your framework.
It will change the game for you, even ifright now you're not actually packaging
your expertise, you are just deliveringservices, this will change it for you.
Figure out what the pattern is.
All of your clients, how are youtaking them from point A to point B?
(08:23):
Put them all on the same path.
And then see how when you lead, whenyou are in the driver's seat versus
your client being in the driver's seat,see how that changes their level of
confidence, your ability to be ableto lead that project or the program
or whatever it is that you're doing.
And it starts to change the abilityfor your people to get results, number
(08:45):
one, but your ability to deliverwithout having to customize everything.
That will be a game changer.
So flip that false belief and see howthat starts to change your business.
And then the other one I think thatis really strong in over complexity
is automation's gonna ruin thepersonalized experience for the
(09:06):
customer, so all my customers haveto have a personalized experience.
They all have to have somethingdifferent based on their unique needs.
Again, if you can flip that and figureout what the experience is, what is
the customer journey, the consistentcustomer journey that you want to
create and you want to deliver, thenagain, the level of confidence that your
(09:26):
customers are gonna have will increasebecause their needs are taken care of.
Right?
They are not asking for thingsthat are ad hoc or random.
And they're not asking you for all of yourtime because you have already designed
and orchestrated that customer journey.
Then the amount of time that you canspend with somebody is so much more
(09:48):
personal because then you can reallydive into their particular obstacles
and hurdles that they have, becauseeverything else is taken care of.
So it is not about aless personal experience.
In fact, I would argue that you couldactually create a better, more consistent
personalized experience throughautomation, but it actually will free
(10:09):
you up to be able to really work onthose higher level problems that you want
to work on with your clients or your,customers that you have in your programs.
So consider, if you are bogged down withall the day to day, right, the onboarding,
the questions and the answers, and justthe general, like helping people all
(10:29):
the time, and you think that the bestpersonalized experience that you can
give is that one-on-one experience,but if you could actually dive into
somebody's business or somebody's problemthat they're having as they're working
through your framework, that elevatesthat personalized experience so much
more because you're able to really getin and help them through their specific
(10:53):
problem versus just sort of like themechanics of all of the details that
they're going to get into, so youdon't get into sort of the 50 First
Dates conundrum, which is that everysingle time you have a new customer,
you're reinventing the wheel, right?
You're repeating the same thing you'redoing all of the experience over and over
and over again for every single customer,it's very hard to scale that way, right?
(11:16):
Like, imagine if you went from tencustomers to a thousand, you can't provide
the same level of personalized experienceif you don't have anything already set up.
So that's part of designingthat customer journey.
What's the experience thatyou wanna create for them?
Consider like the best shoppingexperience that you've been to.
Maybe it's Nordstrom's or somewhereelse, and you walk in and you feel that
(11:41):
you are seen and taken care of, right?
That's a personalized experience that'sactually already designed, right?
So you're not just making itup for every single customer.
There's a method to the madness, right?
So flip that one.
Those are the big false beliefs that,that a lot of times our clients are
tripping up against that, if we canjust shift those, it shifts the game.
(12:04):
So simplify, create your signatureframework, lead from that, and then it
frees you up to be able to really connectand solve problems for your customers.
Okay, so why, why is overcomplexity the hardest thing, right?
Like why is that the thing?
More than sales, more than marketing,more than anything else that makes the
(12:27):
biggest difference in your business.
There's a number ofdifferent reasons for that.
I'm gonna cover a couple of them justto kind of frame out what, like, why,
why is it over complexity, right?
Like, who cares if we just throw abunch of videos in a membership site
and call it a video vault and 400videos for people that provide them
with all of your knowledge, right?
(12:47):
The biggest thing that itdoes is it confuses people.
So, a customer comes in becauseyou've promised a result, right?
Your sales page is wonderful and theyare coming to you to do something
different than what they're doing today.
That's why they're coming to you.
So if you just throw them into anexperience that has lots of layers, lots
of steps, lots of videos, lots of this,lots of like all over the place then they
(13:11):
get confused and a confused customer can'tget through and get to a result, right?
Remember, your job is to give them thefastest path to success so that they
can get the result that they want.
That is the whole goal,and that is the only goal.
And so when you put somebody into anexperience that's not, doesn't have
(13:33):
a clear customer journey, doesn'thave the fastest path to success,
clearly identified then they comein and they're like, oh, this is
great, there's so many things.
This is wonderful.
Then they dive in and very shortlyafter, going through hundreds of
videos, they were like, well, I don't,this isn't giving me what I need.
(13:53):
And then they leave so that you know,you're, you're not engaging them, you
are not retaining them, and you'recertainly not ascending them into
additional offers because you haven'tcreated the experience and a simplified
experience for them to go through.
So confused participants, thesame concept as like confused
prospects don't buy, right?
(14:14):
If they don't know what your offer is,if they don't know, how this is gonna
work for them then they're gonna bounce.
They're not gonna stay.
Same thing with confused participants,especially now in this world
where everyone is inundated with.
Notifications and content and informationand AI and all of the things, it's even
more important to provide a simplified,simple solution for people to be able
(14:37):
to go from point A to point B as fastas possible to get their results.
You think about yourself as a mentorand a guide that's guiding them down
the path, based on your experience.
That's really the way to think aboutit versus like, how can I put all
this content into a membership siteor into some sort of delivery system.
(14:58):
Okay.
Low completion and retentionrates, that's sort of similar to
the confused participants, right?
So they're confused andthen they leave, right?
So you don't have people finishing.
You don't have people getting results,which means you're not getting
testimonials and they're certainlynot buying from you again, which is
very hard to build a business if youdo not have your customers that you
(15:19):
have acquired staying and referringand ascending to your next offers.
So it makes a huge difference.
People are confused.
It requires too much work forthem to actually go through and
do what you want them to do.
They're going to leave and they're notgoing to recommend you to other people.
On the side of the businessowner, it's really hard to deliver
(15:44):
consistently over time, right?
So if you have a membership site andyou've promised to deliver new content
on a regular basis that doesn't fitwithin your expert framework, it is
really hard to continue that process.
Either you're trying to figure outnew content ideas or you feel like
you need to put something else inthere and then people aren't watching.
(16:06):
They're not participating,they're not showing up for
live sessions or whatever else.
It's just really complex to keep thatmomentum going every single week,
every single month, every single year,whatever that looks like for you.
It's really hard to manage, whichmeans it's really hard to scale, right?
It's not a scalable model when youare just trying to continuously
(16:27):
put information in and come upwith new topic ideas that are not
necessarily related to the path thatgets them from point A to point B.
So often when I'm talking to people,they're like, yeah, but I need
to constantly be giving them newcontent or they're not gonna stay.
And here's the way to flip that, thatyou may have thought about before,
but you may not, is that instead ofjust giving them new content, like new
(16:50):
information or topics or random thingsthat you can think of, what you're doing
is you're just keeping them on theirpath to transformation and results.
So if you are trying to get somebodyfrom point A to point B, right, like
that's why they're paying you, theneverything on that signature framework
becomes the content that you're giving.
Then when somebody gets to thatresult, then there's gonna be a whole
(17:13):
nother point A to point B, right?
They're moving to another level wherethen they can keep going, they get to that
next result, and then they keep going.
And so instead of just puttingin new topics and new, you know,
videos, for lack of a better term,consider where they are on the path
and what they need to move forward.
Again, remember we're going with theconcept of simple is better, right?
(17:37):
We're not gonna put in a ton of content,so how do you put content in based on
where they are from a levels perspective,and then simplify everything else?
Even a membership site, people don'twant new topics and content all
the time 'cause they can't keep up.
They can't keep moving forward.
They still want to get a result.
So whatever your reoccurringmembership site is, keep that in
(17:59):
mind as you're adding new content.
It should be strategic content thatcontinues them on the path from where
they are to where they wanna go.
So that's how you end up with lesscomplexity in your business and
you move into being able to scaleyour expertise is by keeping your
customer on their customer journey.
(18:20):
All right.
There you go.
That was a couple of ideas foryou to start thinking about when
you are looking at scaling yourexpertise as a Scalable Expert.
Really think about how youcan simplify your framework so
much that it seems so simple.
The more simple it looks to other people,the more they're like, oh, I can do
(18:43):
that and I have a guide to help me.
That my friends is when you know thatyou have reached that point of being
able to start to scale your expertise.
So that is my message for you today.
If you love this episode, I wouldlove for you to give it a rating and
share it with a colleague or a friendthat you think may benefit from this.
(19:04):
Alright, until next time.
Hey everybody.
Welcome to season three of theScalable Expert Podcast, the show for
established expert business ownerswho are maxed out on time and ready to
find the scalable impact of their work.
I'm your host, Tara Bryan, founderof the scalable expert and creator
of the Infinite Scale Method.
If you built a business aroundyour expertise, but feel stuck
(19:28):
in the time for Money Trap, thispodcast is your path forward.
Each week, I'll share stories andstrategies and shifts to help you
step into a new scalable businessmodel by declaring your authority,
packaging your expert framework, andstreamlining your offers and systems
to ultimately become a scalable expert.
(19:48):
Because it's not about workingharder, it's about building smarter.
All you need is onesignature expert framework.
And you can deliver an infinite amount ofways to be able to scale your business.
Alright, let's get started.
The number one reason most programs fail isn't what you think.
(00:03):
It's not sales, it's not even marketing.
It's over complexity and the scarypart, most business owners don't
even realize they're doing it.
In this episode, I'll show youhow complexity kills results
and what to do to fix it.
Hey everybody.
Welcome to season three of theScalable Expert Podcast, the show for
(00:24):
established expert business ownerswho are maxed out in time and ready to
find the scalable impact of their work.
I'm your host, Tara Bryan, founderof the scalable expert and creator
of the Infinite Scale Method.
If you built a business aroundyour expertise, but feel stuck
in the time for money trap, thispodcast is your path forward.
(00:46):
Each week I'll share stories andstrategies and shifts to help you
step into a new scalable businessmodel by declaring your authority,
packaging your expert framework, andstreamlining your offers and systems
to ultimately become a scalable expert.
'cause it's not about workingharder, it's about building smarter.
(01:07):
All you need is one signatureexpert framework, and you can
deliver an infinite amount of waysto be able to scale your business.
Alright, let's get started.
All right, so let's get into the episode.
One of the things that, causes overcomplexity is some common false beliefs
(01:31):
that a lot of business owners and,creators come to the table with as they're
building their products and programs.
The first one is the beliefthat more equals better, right?
More equals more value.
And the more that you can givesomebody, the better off it is, right?
Feels like it's a lot of stuff, right?
It's like going to McDonald's andgetting the, whatever it's called, right?
(01:54):
Like the mega, mega, soda and,and all the things, right?
You feel like you're getting a betterdeal because you're giving them more.
That's a perception that we have at whenwe are building our programs, as you just
keep layering new and new on top of it sopeople feel like they're getting a deal.
But here's the reality isthat people don't need more.
(02:17):
They need the fastestpath to results, right?
Your job as the expert is toprovide people with a simplified
and fast path to results, right?
That's what people want, is they wantsomething different to happen, right?
They want a result.
They want to, increase something ordecrease something, or make things happen.
(02:38):
That's what they're paying you for.
They're not paying for you togive them more and more and more.
They're paying for that result.
So always keep that in mind islike, what's the fastest and
easiest path you can put someone on?
In order for them to get results.
So more is not necessarily better.
A different way to think aboutit is what do they need to be
(03:00):
able to get to the finish line?
Right?
What are, what's like the absoluteminimum that they need to get there?
But you're providing them withall of the different steps.
So that's the first false belief is moreequals, more value, more wonderfulness,
which is not necessarily the case.
So with that, the kind of the secondaryfalse belief that people have is
(03:21):
like, well, if I simplify it, it'llmake it seem like it's too easy.
And so the, the false beliefis my expertise is really
valuable because it's complex.
If I make it simple, peoplewon't think they need me, right?
So if it looks too easy, if itappears too easy, then you know,
there's no smoke and mirrors aroundmy expertise and what I provide.
(03:41):
This is a really, really commonone, and this is one that people
trip up against all the time.
The truth is, is that your expertiseprovides you with the experience to be
able to really simplify everything becauseyou've already gone through all of the
hoops and hurdles and obstacles that theymay encounter on their path to success or
(04:04):
to the results that they're looking for.
And so that's what they'repaying you for, right?
They're paying for you to simplify it.
So honestly, when you launchsomething, it should seem so simple
to you that you're like, why?
Why would people pay me for this?
Because it's so simple.
That's the level of, simplicitythat you need to lead with, because
(04:24):
here's the thing is because it'ssimple to you, because you are the
expert, you already know the answers.
You already know how the step-by-steppath for how to get there, you
need to distill it down for peoplewho don't have that path, right?
So for them, it's not simple.
For them what they're like, oh wow.
Like they really know how to do thisbecause they're able to lay out a path
(04:47):
that seems like it's realistic for meto be able to get the same results.
So reframe that in your mind, becausethe truth is really that simplicity
is the highest form of mastery.
Think about it.
You don't really know what you'redoing if you're not an expert, right?
You're kind of, you know, doing trial anderror, you're trying to figure things out.
(05:09):
You're going through, all of the, thestarts and stops and trying to figure
out how things, how things work.
When you are able to be, guidedby an expert who has done it,
who has the fast track, then,everything becomes more simple.
So the way that we alwaysrecommend doing this is to create
(05:30):
your signature framework, right?
Create your authority framework whereyou're, you are just taking them on
a journey from point A to point Band providing them the fastest path
to results, which is that where thatframework fits in because it's the
step-by-step path that you've developed.
You've been there, you know how to gofrom point A to point B in the fastest
way possible so that you can getresults, your clients can get results,
(05:55):
and other people can see that you havethe authority, you have the expertise
to be able to guide them down the path.
So that is a really,really strong false belief.
But if you can switch that around to belike, the more simple that I could create
this, the higher level of confidenceand the highest level of success your
(06:17):
people are gonna get because they'reable to follow it, because you've done
the work to make it more simplified.
A lot of times this shows up when I'mworking with people and they just wanna
dump in all of the content, right?
Like all the information,all of the things.
They start with you know, in my youth Idid this and then I went on this and, you
know, all of the, the different, pathsand all the things that went through
(06:38):
or all the information and, and that itis just giving them information so that
they can do something with it, right?
It's not helping them actually get tothat result in the fastest way possible.
So reframe that.
You do the work to simplify your expertiseand then that, is what leads you to be
(06:59):
able to deliver at the highest level.
So the next one is every client isunique, so the program has to be unique.
Everything has to be, you know,you've gotta have something for
everyone because everyone is unique.
And the way to flip that again, is togo back to our signature framework.
Lead from your expertise,lead from your framework.
(07:19):
Take them on the path to pointA to point B, because you
know how to get them results.
When everyone is unique, what'shappening is they're all coming in
with their own ideas of how they wannado something because you haven't.
Set that path in front of themso they don't even know, right?
So they're sort of just making up like,I wanna do it this way, I wanna do it
(07:40):
this way, I want this, I want that, Iwant you to go down this rabbit hole.
And that's not leadingthen from your expertise.
So you gotta flip that around, because thetruth is that 80 and 90% of your client's
challenges follow the same pattern.
Find the pattern.
Figure out how to deliver on that pattern.
(08:00):
And then yeah, you may just have somenuances here and there, but a 10% nuance
is way different than 90% nuance, right?
So lead from your framework.
It will change the game for you, even ifright now you're not actually packaging
your expertise, you are just deliveringservices, this will change it for you.
Figure out what the pattern is.
All of your clients, how are youtaking them from point A to point B?
(08:23):
Put them all on the same path.
And then see how when you lead, whenyou are in the driver's seat versus
your client being in the driver's seat,see how that changes their level of
confidence, your ability to be ableto lead that project or the program
or whatever it is that you're doing.
And it starts to change the abilityfor your people to get results, number
(08:45):
one, but your ability to deliverwithout having to customize everything.
That will be a game changer.
So flip that false belief and see howthat starts to change your business.
And then the other one I think thatis really strong in over complexity
is automation's gonna ruin thepersonalized experience for the
(09:06):
customer, so all my customers haveto have a personalized experience.
They all have to have somethingdifferent based on their unique needs.
Again, if you can flip that and figureout what the experience is, what is
the customer journey, the consistentcustomer journey that you want to
create and you want to deliver, thenagain, the level of confidence that your
(09:26):
customers are gonna have will increasebecause their needs are taken care of.
Right?
They are not asking for thingsthat are ad hoc or random.
And they're not asking you for all of yourtime because you have already designed
and orchestrated that customer journey.
Then the amount of time that you canspend with somebody is so much more
(09:48):
personal because then you can reallydive into their particular obstacles
and hurdles that they have, becauseeverything else is taken care of.
So it is not about aless personal experience.
In fact, I would argue that you couldactually create a better, more consistent
personalized experience throughautomation, but it actually will free
(10:09):
you up to be able to really work onthose higher level problems that you want
to work on with your clients or your,customers that you have in your programs.
So consider, if you are bogged down withall the day to day, right, the onboarding,
the questions and the answers, and justthe general, like helping people all
(10:29):
the time, and you think that the bestpersonalized experience that you can
give is that one-on-one experience,but if you could actually dive into
somebody's business or somebody's problemthat they're having as they're working
through your framework, that elevatesthat personalized experience so much
more because you're able to really getin and help them through their specific
(10:53):
problem versus just sort of like themechanics of all of the details that
they're going to get into, so youdon't get into sort of the 50 First
Dates conundrum, which is that everysingle time you have a new customer,
you're reinventing the wheel, right?
You're repeating the same thing you'redoing all of the experience over and over
and over again for every single customer,it's very hard to scale that way, right?
(11:16):
Like, imagine if you went from tencustomers to a thousand, you can't provide
the same level of personalized experienceif you don't have anything already set up.
So that's part of designingthat customer journey.
What's the experience thatyou wanna create for them?
Consider like the best shoppingexperience that you've been to.
Maybe it's Nordstrom's or somewhereelse, and you walk in and you feel that
(11:41):
you are seen and taken care of, right?
That's a personalized experience that'sactually already designed, right?
So you're not just making itup for every single customer.
There's a method to the madness, right?
So flip that one.
Those are the big false beliefs that,that a lot of times our clients are
tripping up against that, if we canjust shift those, it shifts the game.
(12:04):
So simplify, create your signatureframework, lead from that, and then it
frees you up to be able to really connectand solve problems for your customers.
Okay, so why, why is overcomplexity the hardest thing, right?
Like why is that the thing?
More than sales, more than marketing,more than anything else that makes the
(12:27):
biggest difference in your business.
There's a number ofdifferent reasons for that.
I'm gonna cover a couple of them justto kind of frame out what, like, why,
why is it over complexity, right?
Like, who cares if we just throw abunch of videos in a membership site
and call it a video vault and 400videos for people that provide them
with all of your knowledge, right?
(12:47):
The biggest thing that itdoes is it confuses people.
So, a customer comes in becauseyou've promised a result, right?
Your sales page is wonderful and theyare coming to you to do something
different than what they're doing today.
That's why they're coming to you.
So if you just throw them into anexperience that has lots of layers, lots
of steps, lots of videos, lots of this,lots of like all over the place then they
(13:11):
get confused and a confused customer can'tget through and get to a result, right?
Remember, your job is to give them thefastest path to success so that they
can get the result that they want.
That is the whole goal,and that is the only goal.
And so when you put somebody into anexperience that's not, doesn't have
(13:33):
a clear customer journey, doesn'thave the fastest path to success,
clearly identified then they comein and they're like, oh, this is
great, there's so many things.
This is wonderful.
Then they dive in and very shortlyafter, going through hundreds of
videos, they were like, well, I don't,this isn't giving me what I need.
(13:53):
And then they leave so that you know,you're, you're not engaging them, you
are not retaining them, and you'recertainly not ascending them into
additional offers because you haven'tcreated the experience and a simplified
experience for them to go through.
So confused participants, thesame concept as like confused
prospects don't buy, right?
(14:14):
If they don't know what your offer is,if they don't know, how this is gonna
work for them then they're gonna bounce.
They're not gonna stay.
Same thing with confused participants,especially now in this world
where everyone is inundated with.
Notifications and content and informationand AI and all of the things, it's even
more important to provide a simplified,simple solution for people to be able
(14:37):
to go from point A to point B as fastas possible to get their results.
You think about yourself as a mentorand a guide that's guiding them down
the path, based on your experience.
That's really the way to think aboutit versus like, how can I put all
this content into a membership siteor into some sort of delivery system.
(14:58):
Okay.
Low completion and retentionrates, that's sort of similar to
the confused participants, right?
So they're confused andthen they leave, right?
So you don't have people finishing.
You don't have people getting results,which means you're not getting
testimonials and they're certainlynot buying from you again, which is
very hard to build a business if youdo not have your customers that you
(15:19):
have acquired staying and referringand ascending to your next offers.
So it makes a huge difference.
People are confused.
It requires too much work forthem to actually go through and
do what you want them to do.
They're going to leave and they're notgoing to recommend you to other people.
On the side of the businessowner, it's really hard to deliver
(15:44):
consistently over time, right?
So if you have a membership site andyou've promised to deliver new content
on a regular basis that doesn't fitwithin your expert framework, it is
really hard to continue that process.
Either you're trying to figure outnew content ideas or you feel like
you need to put something else inthere and then people aren't watching.
(16:06):
They're not participating,they're not showing up for
live sessions or whatever else.
It's just really complex to keep thatmomentum going every single week,
every single month, every single year,whatever that looks like for you.
It's really hard to manage, whichmeans it's really hard to scale, right?
It's not a scalable model when youare just trying to continuously
(16:27):
put information in and come upwith new topic ideas that are not
necessarily related to the path thatgets them from point A to point B.
So often when I'm talking to people,they're like, yeah, but I need
to constantly be giving them newcontent or they're not gonna stay.
And here's the way to flip that, thatyou may have thought about before,
but you may not, is that instead ofjust giving them new content, like new
(16:50):
information or topics or random thingsthat you can think of, what you're doing
is you're just keeping them on theirpath to transformation and results.
So if you are trying to get somebodyfrom point A to point B, right, like
that's why they're paying you, theneverything on that signature framework
becomes the content that you're giving.
Then when somebody gets to thatresult, then there's gonna be a whole
(17:13):
nother point A to point B, right?
They're moving to another level wherethen they can keep going, they get to that
next result, and then they keep going.
And so instead of just puttingin new topics and new, you know,
videos, for lack of a better term,consider where they are on the path
and what they need to move forward.
Again, remember we're going with theconcept of simple is better, right?
(17:37):
We're not gonna put in a ton of content,so how do you put content in based on
where they are from a levels perspective,and then simplify everything else?
Even a membership site, people don'twant new topics and content all
the time 'cause they can't keep up.
They can't keep moving forward.
They still want to get a result.
So whatever your reoccurringmembership site is, keep that in
(17:59):
mind as you're adding new content.
It should be strategic content thatcontinues them on the path from where
they are to where they wanna go.
So that's how you end up with lesscomplexity in your business and
you move into being able to scaleyour expertise is by keeping your
customer on their customer journey.
(18:20):
All right.
There you go.
That was a couple of ideas foryou to start thinking about when
you are looking at scaling yourexpertise as a Scalable Expert.
Really think about how youcan simplify your framework so
much that it seems so simple.
The more simple it looks to other people,the more they're like, oh, I can do
(18:43):
that and I have a guide to help me.
That my friends is when you know thatyou have reached that point of being
able to start to scale your expertise.
So that is my message for you today.
If you love this episode, I wouldlove for you to give it a rating and
share it with a colleague or a friendthat you think may benefit from this.
(19:04):
Alright, until next time.
Hey everybody.
Welcome to season three of theScalable Expert Podcast, the show for
established expert business ownerswho are maxed out on time and ready to
find the scalable impact of their work.
I'm your host, Tara Bryan, founderof the scalable expert and creator
of the Infinite Scale Method.
If you built a business aroundyour expertise, but feel stuck
(19:28):
in the time for Money Trap, thispodcast is your path forward.
Each week, I'll share stories andstrategies and shifts to help you
step into a new scalable businessmodel by declaring your authority,
packaging your expert framework, andstreamlining your offers and systems
to ultimately become a scalable expert.
(19:48):
Because it's not about workingharder, it's about building smarter.
All you need is onesignature expert framework.
And you can deliver an infinite amount ofways to be able to scale your business.
Alright, let's get started.
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