Aug. 4, 2025

Position of Market Dominance With Michael Barbarita

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Season 19, Episode 64 of The Adventures of Pipeman. Tune in at 1PM ET 8/4/25 to W4CY Radio at w4cy.com. It's Motivational Monday and Today is our Special Positively Pipeman Segment of Powerful Business Strategies with Michael Barbarita at NextStepCFO.

Subscribe to The Adventures of Pipeman at https://www.spreaker.com/podcast/the-adventures-of-pipeman--941822/support

Dean K. Piper, CST and Michael Barbarita of Next Step CFO discuss the need for Differentiation – I was at a networking group and 2 or 3 business owners were complaining because customers were going to the vendor with the lowest price.

Positively Pipeman is a Motivational, Business, Marketing, Empowerment & Inspirational segment of The Adventures of Pipeman Radio Show (#pipemanradio).

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Hi, you have done to censure fore wow for you

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your This is the pipe Man here on the Adventures

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pipe Man W four c Y Radio in our Positively

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pipe Man segment where we have our very special expert

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guests that comes on with us every week. And man,

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as you know if you listen to my show, I

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don't pick people to come on every week unless they're

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really good at what they're talking about. And this man

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is the man you want to talk to about business.

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And we got an exciting show today because we're going

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to talk about market dominance. But I'm gonna let him

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talk more about it. So let's welcome to the show.

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Michael Barbaria. How are you?

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Thank you, thank you, pleasure to be here, get.

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A pleasure to have you. And you know, I traveled

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like nine hours on plane, two hours on train, half

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an hour on uber so we could do this segment.

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And then I got ton twisted saying your name, so

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I must have met needed I needed some more rest,

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I guess.

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So although a lot of people have problems pronouncing.

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My name, I know and you know I know how

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to pronounce it. Like I was like doubting my I

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was doubting myself for a second is what happened.

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That's all right, all right, so tell.

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Us about you know, market dominance, but most importantly, you know,

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how do you position yourself for that? And this is

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really big with me because it kind of touches a

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nerm how you need to be different, because it seems

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in twenty twenty five, with everybody like being in you know,

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an entrepreneur out there, they're all just copy cutting everybody.

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And you know, when you do that, it's kind of like, well,

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there's no way I'm gonna I'm just gonna pick the

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person that's going to be the least amount of money

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if I think they're all giving me the same thing.

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That's exactly what happens. And it's funny because, you know,

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I just joined a new networking group and I didn't

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want to sound like I know it all or anything.

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I was just like listening and everybody I was speaking to.

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I went from one business owner to another, and every

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business owner I was speaking to was complaining about the

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fact that they have to lower their prices to get

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jobs or get contracts or whatever, whatever industry, whatever business

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they were in. And you know the reason is is

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because because they do exactly they communicate exactly what their

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competition is communicating the same stuff. And there's there's no

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other criteria that a prospect can use other than price

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to determine whether or not they should go with ABC

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or D. And so what we help we guide business

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owners through the implementation of what's called a position of

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market dominance. And this is really the true separator. This

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is what separates you your business from everybody else. And

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what we found in our research when we do research

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for our book, is that you have to enter the conversation.

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And by the way, we went had to go all

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the way back to nineteen thirty one to actually, yeah,

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actually discover what really resonated with us, and what resonated

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with us was back in nineteen thirty one. And I

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forgot the guy's name, but he said that the key

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to successful marketing is entering the conversation that's taking place

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in the mind of your prospect. Okay, I mean, that's

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really sounds good, but you know, how do you do that?

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And but he went on to say that the way

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to do that is that every conversation that's taking place

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in the mind of the prospect is based on two

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emotional issues. Number one, the problem they have they don't want,

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and to the solution they're looking for that they can't find.

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And it's those two emotional issues that establishes the position

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of market dominance because if you remember from our conversion formula,

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there are two there are four components, and the first

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two happen to be the problem the customer has doesn't want,

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and the second one is the solution they want they

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can't find. So that was the captivate the problem and

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the fascinate which is the solution. And so how do

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you the But the question is how do you go

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about establishing that differentiation. Well, one of the first things

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that you do is you go out and you look

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at all of the reviews that your competition has and

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that you have, both good and bad, and see what

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the customer is saying that is so great or so

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rotten about that particular business.

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That's I love that advice. And the reason I love

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that is it's, you know, it's resonating with me. First

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of all, I want to say, yeah, you know, yes exactly,

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like let's not huh, I'm saying, let's boost our you know,

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creativity problem solving instead of lowering our price. And yes,

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you need let's create uniqueness. But in what you were

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saying right there, it's very interesting because as you know,

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I travel a lot, and so in traveling I can

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sometimes drive myself crazy when I'm picking a hotel and

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Airbnb or something like that, and I'll read all the reviews,

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but I won't read them all. I generally don't read

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the good reviews first. I read the bad reviews first,

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and I look for key words, and if there's key

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things that are a pattern, I'm out. I don't even

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need to read the good reviews yet. And then on

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the good side, I also look for certain patterns and

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people saying the same type of things. So it goes

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right along with what you're saying, like somebody may look

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for like me with these different companies that are going

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to look what's the same and what's unique. And usually

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the place that I pick has the most thorough, specific,

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unique reviews. And the only reason they get those type

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of reviews is because they are unique, you know, because otherwise,

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if you're saying as everybody else, it's just like, Okay,

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it was great and that's it, and you don't expand

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on it.

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Right. So what I find it's interesting to go a

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step further with it. It's a little nugget coming here,

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and that is you take those reviews, you copy and

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pastement or word document, and then you give it to

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Claude or chat GPT and you say, Claude and chat GPT.

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I want you to read all these reviews and identify

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the biggest issues that that clients either rave about or

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complain about, and list them all. And what you'll find

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that's fascinating is that most of them are issues that

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they have with the industry. So for example, and they

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in the trades, it's all about do you come on time?

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Do the answer the phone?

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Do you do you?

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Do you leave a mess when you're done? Do you

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even show up for a job when you set you're

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gonna show up? Do you do you start a job?

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Tell tell me at the beginning you're gonna finish it

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in three days and it takes you three weeks? Right,

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all of those issues, no one is really in all likelihood,

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most people are not addressing in a direct manner problem

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solution and so and and some of those some of

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those solutions require things like a risk reversal with a

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seller and the transaction takes the risk. In other words,

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we will show up on time and we will cling

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to your satisfaction, or you can take five hundred bucks

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off the bill, something to that effect. So that's the

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solution they're going to obviously, you know, the customers says,

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the problem is they're gonna you know, no one shows

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up on time and they leave a mess. The solution

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is this company promises to do that and I can

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take five hundred bucks off if they don't. That's probably

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a commitment that they're gonna solve that problem for me.

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I and I love that because you see that in

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a lot of industries, like the thirty day money back

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guarantee thing, and if you talk to these companies, they

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rarely ever have to give money back.

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Right. Well, when I was in the ski business, uh Dean,

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I had a guarantee where you ski the ski three

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no one and no one did this because because skeet

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appreciates dramatically, but skeeth and skip three times, you don't

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like it, bring it back for a brand new pair.

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Right We sold eight thousand pair of skis. Eight came back.

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Yeah, exactly.

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The customer just wants a great experience. It's all what

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it's all I asking for.

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And then instill's confidence too, in sto's confidence because listen,

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if I tell you I'm giving you a thirty day

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money back guarantee, that means I'm confident that I'm going

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to do exactly what I say I'm going to do,

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because no business is looking to give back money.

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That's right, that's right, It's absolutely right, and that makes

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an offer compelling, by the way, totally one of the

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components of a compelling offer. So so so I do

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we do use AI as a tool to help business owners.

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We're guiding helping them, guide that through the implementation of

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creating positions of market dominance. And you know, that was

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just one quick example. The second thing that's really important

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that business owners hate to do but it's but it's

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really really important is developing a customer avatar and it's

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identified and all you have to do is think about

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one customer. I don't care how many products you have.

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You think about one customer and how they're buying one

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particular product, and you go through in great detail. And

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we have templates to identify the level of detail that

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we would like when you analyze a particular customer for

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creating an avatar, because when you give that avatar to AI,

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they can really create and you'll be shot at the

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problems that you come up with that customers have. Where

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you're working on the avatar and your ideal customer and

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you're trying to attract your ideal customer, all the ideas

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start to come out, and then when that goes into AI,

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it's very simple for them to create a position of

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market dominance. Now AI has to understand what a position

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of market dominance is. And so what we do with

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clients is we also give Claude or a chat GPT

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a copy of our book so that they understand all

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the strategies that the compelling off for what a position

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of market dominance is, what the conversion formula is, and

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they can come up with the output. It works famously.

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Well. That's what AI is greatful anyway, like eliminating your work.

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And I believe then when I for stuff, I don't

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have to read everything anymore because AI just basically summarizes

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it for me.

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That's exactly right, and it's you know, what I was

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finding with Strategic Implementation was that business owners didn't want

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to do the work, and AI cuts that work. I mean,

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the most time any business owner has to spend, which

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is strategic implementation with us is creating the avatar. That's it,

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and we have obviously a step by safe framework to

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creating it. But that's the most time that they have

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to spend. Once they got that, the whole everything else

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takes care of itself.

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So to explain people real quick, though, what does the

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avatar do? Because you know so many people they think

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of an avatar it's just some funny looking character of yourself.

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Well, a lot of people think of an avatar as

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a group of people. It's not. It's one person. So

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you know, like an they like people think of an

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avatar as twenty five you know, people twenty five to

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to forty five. It's not that you think of one

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person or couple. A couple is acceptable as well. And

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you name them and you tell us how many kids

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they have, and you tell us where they go on vacation,

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You tell them who their influencers are, You tell us

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who you know what they're looking for in whatever service

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or product or service that you provide. And it's all

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a framework that we have these questions that they that

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they answer about their ideal customer. And many times, many

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times business owners will get confused because they like thinking

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about groups. They want to they want to attract the multitudes.

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But it's amazing if you think about one person, how

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that identifies with a lot of people.

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Yeah, totally you Apple.

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Apple owns eighty percent of a ten percent market So

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their habatar attracted eighty percent of a of a ten

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of a ten market size and that's that's it. And

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by doing that they were able to obviously dominate.

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And what's brilliant about all this is, you know, I

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do sale I do sales training for people, and one

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of the things I always say is the great salespeople

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do not sell people's stuff. They convince them to buy

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something they already wanted to buy. Like, you can't talk

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somebody into buying something they're not gonna buy. So they're

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gonna buy it, is it from you or your competition?

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So to me, what you're talking about in the avatar

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just makes that that job so much easier because you

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know exactly what they want to buy, why they want

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to buy it, and now all you have to do

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is provide that to them.

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That's it. You're right, and we use AI to assist

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because sometimes it feels, it sounds overwhelming to a business owner.

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But AI cuts the time, It diffuses the amount of

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time by a significant.

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Amount, and it does all the work you really don't want.

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To do, all the work that you hate doing, you

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know exactly, all the all the drip campaign emails, all

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that stuff that you can't even conceive of.

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Absolutely, So any other final words on this subject here

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that you want to share, and also if you could

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share all your contact information and these things so they

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can reach out to you and get more of this

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great content.

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So what am I going to do for three lucky listeners?

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And I only have the bandwidth for three. But what

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I am going to do for three lucky listeners is

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I'm going to show them how they can increase their

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revenue by one hundred thousand dollars or more without spending

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any additional money on marketing or advertising. And that's only three.

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I only have the bandwidth for three listeners. And they

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can go to my website. NeXTSTEP CFO dot net forward

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slash contact, fill out the contact form and in the

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message section of the contact form right one hundred K

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one hundred K, and I'll be happy to show them that.

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But it's only the first three because I just don't

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have the bandwidth to do anymore.

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Sure, And that's a smart move too for people anyway,

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because people a lot of times they take on more

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than they can chew, and then everybody's gaining terrible service.

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A posts and knowing what you can handle and everybody

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gets stellar service.

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That's exactly right.

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Well, once again, a pleasure to have you on, as

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you have brilliant ideas that can help people in their

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business and the time that I think they need it

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most and I highly recommend they reach out to you

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and see what they can do to work with you

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to help their business grow.

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Thank you, Dane, I appreciate it.

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Thanks for the time, Thank you for being on the

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Adventures of pipe Man.

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Love It.

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Thank you. Thank you for listening to the Adventures of

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on W four c u I Radio.

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Mm hmm.