A Better Way To Do Business

What makes a business successful?

There are a lot of ideas around this...

And the two most common answers you get...

Are that the business stays open...

And it makes a profit.

Now, I'm not saying that these are incorrect...

You obviously need to stay open to have a business...

And that is allowed to happen by having a profit.

But...

I believe that there is a lot more to it...

And when we focus on profit at the expense of other aspects of business...

It can actually cause a business to fail...

Even before the profits run dry...

And the doors close for good.

See...

We tend to see businesses as ways to extract value...

It is like a machine...

You just push the right buttons to extract faster.

But...

If you extract too much...

Too quickly...

There will be nothing left to extract...

And you are left with a machine that is trying to produce more...

Without anything left.

I like to call these types of businesses "Zombie Businesses" because, like a Zombie, they consume and consume...

Until there is nothing left.

But along the way...

The business will decay...

And this decay mixed with nothing left to consume...

Becomes its end.

But there is a better way...

Which I call Regenerative Legacy Design.

Instead of looking at business as an extractive unit...

You look at business as an ecosystem.

When an ecosystem is healthy...

It will produce...

More and more...

And the fruit will be healthy.

If a part of the ecosystem is in decay...

You look to figure out how to regenerate it...

Make it stronger...

For the survival of the entire ecosystem.

Now, how does this play out in reality?

Let me give you a real example from one of my clients...

Adrian and Maria Salazar, founders of Balcon217.

Now, I have been working with this amazing couple for years...

And they continually astound me with what they accomplish.

Their marketing agency accomplishes amazing growth for clients that are industry-defining.

They have worked in Hollywood...

Public Television...

And also work with some top-tier entrepreneurs.

It's quite possible that you've seen some of their work and never knew that they were the masterminds behind it all.

There is one story specifically that I want to focus on for this.

They were contacted by a potential client who wanted their services.

Now, what this client wanted was not exactly the type of work that they do...

But they liked the idea of working with this client, and so they heard out what the client was looking for...

However...

More importantly...

They were focused on what the client actually needed.

As discussions occurred...

The client revealed to Adrian and Maria that they were currently working with a different marketing agency...

And it was not going well.

This marketing agency was charging a lot of money...

They were not getting great results...

But there was a bigger issue.

There was a specific part of the service that this other agency oversaw...

Customer acquisition.

Essentially...

This marketing agency "owned" the entire customer list...

Past and present...

And if the agency was "fired"...

The client was worried they would lose their entire customer list.

Essentially...

This marketing agency was holding the list as hostage...

And it was making the client extremely stressed...

Worried...

Feeling like they were being extracted of everything...

And if they couldn't figure out how to get new business...

They might have to close shop.

This other marketing agency...

Was a Zombie Business.

They did not care what happened to this client...

As long as they got paid.

Now, this is where Adrian and Maria had an idea...

What this client was asking for...

Was not really what they needed.

And...

They figured out a way for the client to get what they needed...

And provide the types of services they are best at.

They were looking at the ecosystem of the client...

And their own ecosystem.

See..

In Regenerative Legacy Design...

Everyone connected is a part of the ecosystem.

Customers...

Suppliers...

Everyone between the start and the final customer.

If your customer is in decay...

It is only a matter of time before you are in decay.

If you extract from your supplier...

Your supply will suffer...

Either due to being extracted from or due to a decrease in quality.

So, those who seek to design a business around a Regenerative Legacy...

Seek to regenerate everyone within their ecosystem...

And remove anything that threatens the ecosystem...

Not unlike how your immune system will attack bacteria that hurt your body.

Adrian and Maria saw what this marketing agency was doing...

And gave the client a way to fix their ecosystem.

In this particular case...

The client could save a bunch of money by buying their own version of the client list program that the marketing agency was using.

See...

The program was a white-label service.

Anyone can buy the basic program, and then "resell" the service to others.

So, all the client had to do...

Was cut out the middleman who was not doing their work well...

Buy the program directly, saving themselves a ton of money...

Transfer everything to their own version of the program...

Then weed out the part of their ecosystem that was causing them so much harm.

What did this do for the client?

It made them excited about their business again.

It brought them new life.

They were regenerated.

Tell me...

What do you believe that kind of start to a business relationship creates?

Trust.

Gratitude.

And...

Ears that are willing to listen to a bigger picture...

About what is possible.

That is what Adrian and Maria then brought to that client in their marketing.

The result?

They began to help that client get incredible results.

How incredible?

The biggest companies in that industry began to copy the work that Adrian and Maria were doing...

But they couldn't do it effectively...

Because they failed to actually understand what Adrian and Maria were actually doing in their work.

We come into the Zombie Business versus Regenerative Legacy Design Problem again.

See...

What these "Industry Leaders" saw...

Were marketing techniques they believed they could just copy.

They were trying to "extract" the value of what they saw working.

But...

Adrian and Maria were doing something vastly more important...

They were looking at their client...

And seeing how to elevate their strengths...

Cultivate the client...

Put them in a specific type of light...

So that the client could thrive.

That is not something that you can just "copy and paste".

That is not a "template".

But this is what Adrian and Maria understand...

When people start copying you...

You have won the game.

This has to do with Category Design Economics.

See...

Within any category...

There will be someone who stands out and becomes seen as the King or Queen of the category.

When others begin to see their success...

They will attempt to copy that success...

Similar to what your McKinseys and similar consulting firms tend to do.

Except...

In copying...

They are actually defining who the Category King or Queen is...

And it is who they are copying.

Within any industry...

The Category King or Queen will own, on average, 80% of the market.

While everyone else fights for the remainder.

So what Adrian and Maria had done...

Was help their client become a Category King...

Who defines the rules of the market for everyone else.

This becomes a secret weapon within the deepest aspects of Regenerative Legacy Design...

Category Kings and Queens who help create other Category Kings and Queens...

Who are all flourishing together...

Because they have built a healthy ecosystem.

This is a really powerful part of what Adrian and Maria do...

They do not follow the trends in an industry...

They figure out how to redefine the industry by understanding who they are working with and cultivating them to the highest levels...

And making them stand out so that they are undeniable...

Forcing others to follow.

This is one of the many reasons that I love working with them.

They understand how Regenerative Legacy Design works...

They are exemplars of it...

They have become unstoppable because of it.

When you see the power of how this business model works...

Especially in a world that is so consumed in extraction models...

It becomes one of the fastest ways to stand out and gain untold levels of success.

If you actually look at the landscape of business today...

So many businesses are on the brink of destruction...

Even those that "appear" to be successful.

They have profit...

But their workforce is dying from Burnout...

Sometimes literally.

Their clients and customers are running out of money and are panicking.

Their suppliers despise working with them and are looking for any way to get leverage over them.

The only thing that is allowing these organizations to live...

Is that a new Category King or Queen has not been defined.

But as soon as one is...

It is game over for them.

Organizations like Balcon217 are the future...

Led by leaders and sages like Adrian and Maria Salazar, who understand these ideas inherently.

There is a better way to do business...

It is called Regenerative Legacy Design.

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