WEBVTT NOTE This file was generated by Descript 00:00:00.000 --> 00:00:03.510 Hey, this is Mark Butler and you are listening to a podcast for coaches. 00:00:04.289 --> 00:00:05.010 A few months back. 00:00:05.010 --> 00:00:08.219 I released an episode talking about my significant concerns with 00:00:08.219 --> 00:00:10.020 the launch based business model. 00:00:10.560 --> 00:00:11.130 And. 00:00:12.030 --> 00:00:14.850 My friend and client, Kristen boss happened to listen to 00:00:14.850 --> 00:00:16.440 that episode and she told me. 00:00:16.920 --> 00:00:20.610 That she was on a walk while she was listening to the episode and she was 00:00:20.730 --> 00:00:23.580 agreeing with me so enthusiastically that she was pumping her fists. 00:00:24.180 --> 00:00:25.350 And kind of shouting. 00:00:26.370 --> 00:00:28.530 Into the neighborhood, which I thought was very funny. 00:00:29.250 --> 00:00:31.140 And she said, when we were talking about this. 00:00:31.769 --> 00:00:35.430 You know, you really are sharing some important truths with people and 00:00:35.489 --> 00:00:39.330 I'd be happy to come on your podcast and share my personal experience 00:00:39.570 --> 00:00:41.190 with the things you were teaching. 00:00:41.879 --> 00:00:42.960 Which is very generous of her. 00:00:42.960 --> 00:00:45.210 She's had some very high highs in that model. 00:00:45.210 --> 00:00:46.560 She's had some very low lows. 00:00:47.340 --> 00:00:49.320 And she's been in the trenches. 00:00:49.419 --> 00:00:52.150 I've been an observer of the launch based business model. 00:00:52.990 --> 00:00:53.769 She's been. 00:00:54.519 --> 00:00:56.740 On the front lines for almost five years. 00:00:57.430 --> 00:00:59.049 It's paid off in some big ways for her. 00:00:59.049 --> 00:01:00.669 And it's also cost her a great deal. 00:01:01.240 --> 00:01:04.930 So I'm really grateful that Kristen would come on the show and be so open 00:01:04.930 --> 00:01:06.910 and so vulnerable with her experience. 00:01:07.359 --> 00:01:09.009 And I'm very happy to share with you. 00:01:09.039 --> 00:01:09.490 So. 00:01:10.509 --> 00:01:13.660 Without further ado, let's get into a conversation between me 00:01:13.750 --> 00:01:15.609 and my friend, Kristen boss. 00:01:17.794 --> 00:01:18.084 Mark Butler: Okay. 00:01:18.084 --> 00:01:21.184 So, what was causing you to pump your fist? 00:01:21.964 --> 00:01:23.354 Kristen Boss: Okay, I think it was a couple things. 00:01:23.364 --> 00:01:29.124 It was it was when you talked about when we develop an unrealistic reality 00:01:29.154 --> 00:01:35.614 based on one big successful launch and like forgetting that what you've 00:01:35.614 --> 00:01:37.484 actually done is emptied the auditorium. 00:01:37.834 --> 00:01:40.584 And realize like you've capitalized on the auditorium that you've 00:01:40.584 --> 00:01:45.154 been filling for however long by giving value, adding to people. 00:01:45.154 --> 00:01:50.854 And so when you make an offer that the auditorium empties but you know 00:01:51.414 --> 00:01:52.504 and I think this is so important. 00:01:52.834 --> 00:01:59.604 You talked about like the insane flooding of dopamine that happens in your brain. 00:02:00.119 --> 00:02:04.499 When that happens and you and I, you have actually seen me come off of a 00:02:04.499 --> 00:02:09.049 massive dopamine high where it's it's almost like an adrenaline crash. 00:02:09.069 --> 00:02:10.149 Like it's so bad. 00:02:11.749 --> 00:02:17.729 And so talking about the idea of We develop these unrealistic expectations, 00:02:17.729 --> 00:02:19.529 but then especially when you talked about 00:02:21.749 --> 00:02:26.009 you start, you talk to a market and then the, you get used to talking 00:02:26.009 --> 00:02:28.969 to that market and then you expand into the cold market and you're 00:02:28.969 --> 00:02:31.579 still talking to that cold market as if you're in the warm market. 00:02:31.969 --> 00:02:33.279 And they don't resonate with you. 00:02:33.299 --> 00:02:34.459 And that person's well, why? 00:02:34.499 --> 00:02:35.529 Why do people hate me? 00:02:35.569 --> 00:02:36.519 What's going on? 00:02:36.709 --> 00:02:39.229 Well, it's because you don't realize you're talking to a completely 00:02:39.229 --> 00:02:42.859 different market of people that they could care less about you. 00:02:42.899 --> 00:02:45.089 In fact, they're probably hostile towards you. 00:02:45.899 --> 00:02:51.299 And so just the idea of like realistic expectations on filling your auditoriums 00:02:51.299 --> 00:02:53.334 or creating demand for your offer. 00:02:53.354 --> 00:03:00.554 How often is a sustainable to put, you know, to make an ask of your audience. 00:03:02.684 --> 00:03:07.914 And protecting your mindset in between and developing, you know realistic 00:03:07.914 --> 00:03:13.324 expectations and all the things with like our dopamine and adrenaline and cortisol. 00:03:13.324 --> 00:03:16.684 And I think I said this to you once that my therapist said to me, 00:03:16.684 --> 00:03:19.044 she's adrenaline or what you call it. 00:03:19.054 --> 00:03:21.884 She's adrenaline is for novices in business. 00:03:23.234 --> 00:03:25.824 Learning to work without adrenaline is when you become pro. 00:03:26.034 --> 00:03:27.324 Mark Butler: Your therapist said that? 00:03:27.574 --> 00:03:27.744 Yeah! 00:03:28.404 --> 00:03:29.594 You might have told me that. 00:03:30.084 --> 00:03:30.294 Yeah. 00:03:30.304 --> 00:03:32.254 Does she work with a lot of business owners? 00:03:33.364 --> 00:03:33.774 No. 00:03:33.974 --> 00:03:34.894 I mean, it's pretty. 00:03:34.894 --> 00:03:35.247 She just 00:03:35.247 --> 00:03:35.775 Kristen Boss: worked with me 00:03:35.775 --> 00:03:36.128 Mark Butler: long enough. 00:03:36.128 --> 00:03:37.544 It's pretty spot on. 00:03:37.884 --> 00:03:38.114 Yeah. 00:03:39.524 --> 00:03:43.184 And the launch model is so adrenaline fueled. 00:03:43.184 --> 00:03:43.754 Kristen Boss: Oh. 00:03:45.164 --> 00:03:45.364 Mark Butler: Yeah. 00:03:45.364 --> 00:03:46.244 She's pretty spot on. 00:03:48.594 --> 00:03:49.964 Maybe we can give some color to this. 00:03:49.964 --> 00:03:51.884 So you started your business in 2019? 00:03:52.374 --> 00:03:53.594 Kristen Boss: Yeah, at the end of 2019. 00:03:54.454 --> 00:03:57.424 Mark Butler: Did you start with a one to many offer? 00:03:57.909 --> 00:03:59.339 Did you start with one on one? 00:03:59.709 --> 00:04:00.729 Kristen Boss: I started with one on one. 00:04:00.729 --> 00:04:01.839 You weren't there for 00:04:01.849 --> 00:04:02.299 Mark Butler: long though. 00:04:03.159 --> 00:04:03.589 Kristen Boss: Nope. 00:04:03.609 --> 00:04:08.899 Well, when I offered paid, I was coaching people for free to get proof of 00:04:08.909 --> 00:04:11.569 concept for a year leading up to that. 00:04:11.669 --> 00:04:12.109 Mark Butler: A whole year? 00:04:12.169 --> 00:04:12.599 A 00:04:13.069 --> 00:04:13.679 Kristen Boss: whole year. 00:04:14.319 --> 00:04:16.509 Mark Butler: How much coaching were you doing for free in that season? 00:04:17.064 --> 00:04:21.424 Kristen Boss: Not many, I think three to six people that I was just working 00:04:21.424 --> 00:04:26.254 with closely to, I was testing concepts and I'll never forget. 00:04:26.274 --> 00:04:29.274 It was one girl I saw trying to launch a course on Instagram and 00:04:29.274 --> 00:04:30.554 her marketing was just terrible. 00:04:30.864 --> 00:04:33.479 And it was like a, Course for postpartum moms. 00:04:33.479 --> 00:04:34.759 And she was crying in her stories. 00:04:34.759 --> 00:04:36.519 And I was like, I feel really bad for this girl. 00:04:36.549 --> 00:04:38.509 And I reached out, I was like, can I help you? 00:04:38.599 --> 00:04:39.759 Can I help you sell her course? 00:04:39.759 --> 00:04:40.939 And she's I don't have any money. 00:04:40.939 --> 00:04:41.919 I'm like, I don't want your money. 00:04:41.919 --> 00:04:43.249 Can I just help you? 00:04:43.619 --> 00:04:44.889 And we're going to help each other. 00:04:44.919 --> 00:04:47.449 I'm going to help you make money and I'm going to learn from you as I coach you. 00:04:47.449 --> 00:04:48.919 So I had a few of those people. 00:04:49.009 --> 00:04:49.479 It's so fun. 00:04:49.479 --> 00:04:51.169 She's making six figures now, but 00:04:54.014 --> 00:04:58.754 Mark Butler: How did you know, how were you confident, you're a confident person. 00:04:58.754 --> 00:04:59.644 That doesn't surprise me. 00:04:59.984 --> 00:05:03.854 But how were you confident to reach out to her to talk to her about online marketing? 00:05:04.334 --> 00:05:05.054 Had you done? 00:05:05.984 --> 00:05:06.094 Kristen Boss: Yeah. 00:05:06.474 --> 00:05:09.374 I mean, I had done, well, because I had experienced network marketing. 00:05:09.474 --> 00:05:14.004 So I understood this is how you talk to an audience, but also I'm the weirdo 00:05:14.004 --> 00:05:15.744 that was reading marketing books for fun. 00:05:16.069 --> 00:05:16.309 Okay. 00:05:16.569 --> 00:05:16.869 Yeah. 00:05:17.309 --> 00:05:21.949 So for me, I was like, but also because I was a hairstylist for 15 years, 00:05:22.139 --> 00:05:24.209 you understand human psychology. 00:05:24.519 --> 00:05:27.579 Like when you hear people verbally processing how they think, how 00:05:27.579 --> 00:05:29.309 they feel, how they make decisions. 00:05:30.169 --> 00:05:31.139 I'm a very 00:05:33.239 --> 00:05:38.379 I read people very well, so I could see how her messaging wasn't relating 00:05:38.899 --> 00:05:41.459 on a human psychological level. 00:05:41.489 --> 00:05:42.319 And I'm like, listen. 00:05:42.789 --> 00:05:44.459 I'm bored reading your stuff. 00:05:44.489 --> 00:05:45.659 This is why it's not resonating. 00:05:45.669 --> 00:05:46.239 Let me help you. 00:05:48.259 --> 00:05:48.869 So yeah, 00:05:49.199 --> 00:05:52.469 Mark Butler: that's, I did not know that you'd been, , I knew 00:05:52.469 --> 00:05:56.829 you'd been a hairstylist, a hair person for a long time. 00:05:56.829 --> 00:06:00.449 I didn't know that you had an interest in marketing that predated 00:06:00.729 --> 00:06:02.209 your launch into your business. 00:06:02.439 --> 00:06:03.359 Kristen Boss: Yes. 00:06:03.419 --> 00:06:06.489 And I think that is what was a helping hand. 00:06:06.539 --> 00:06:08.209 Why it grew so fast. 00:06:08.549 --> 00:06:08.869 Part of it. 00:06:08.879 --> 00:06:10.329 There's a few, there's a few factors there. 00:06:10.699 --> 00:06:10.889 Mark Butler: Yeah. 00:06:11.209 --> 00:06:11.999 A few factors. 00:06:12.549 --> 00:06:14.919 So you work with these people for free for a while. 00:06:14.919 --> 00:06:16.209 You're developing your concept. 00:06:16.209 --> 00:06:19.309 Are you starting to publish content in this season? 00:06:19.569 --> 00:06:20.009 Kristen Boss: Oh yeah. 00:06:20.119 --> 00:06:22.129 I'm already, I'm just sharing content. 00:06:22.949 --> 00:06:26.674 There was a season where I was getting really good at creating content 00:06:26.684 --> 00:06:28.774 just because I enjoyed social media. 00:06:28.794 --> 00:06:30.064 I was figuring it out. 00:06:30.524 --> 00:06:31.974 I was following some people. 00:06:31.974 --> 00:06:37.744 And so when I was in network marketing, it was like, tired mom, brand and 00:06:37.744 --> 00:06:40.514 like people could scroll back on my Instagram and watch the evolution. 00:06:41.514 --> 00:06:46.374 And yeah, I was just and then I remember I made the pivot being 00:06:46.374 --> 00:06:49.044 like, I want to talk about mindset and I want to talk about marketing. 00:06:49.244 --> 00:06:51.974 So I just started sharing content Hey, here's why people 00:06:51.974 --> 00:06:52.894 aren't paying attention to you. 00:06:52.904 --> 00:06:54.664 Hey, here's what you could do differently. 00:06:54.984 --> 00:06:56.264 And people started to resonate. 00:06:57.024 --> 00:07:01.644 But no one was really, I would get a lot of you're so inspiring, but 00:07:01.644 --> 00:07:03.504 no one I want to work with you. 00:07:03.854 --> 00:07:07.004 It took a like four to six months for people to be like, Hey, can you help 00:07:07.004 --> 00:07:08.054 me, can you help me look at this? 00:07:08.314 --> 00:07:10.134 So I was like helping people for, for free. 00:07:10.134 --> 00:07:14.244 And then I think I started like low cost, a hundred dollar. 00:07:14.634 --> 00:07:17.404 as you want sessions, like 90 minute sessions where I 00:07:17.404 --> 00:07:18.854 would give you some strategy. 00:07:18.854 --> 00:07:20.034 So I did that for a while. 00:07:20.694 --> 00:07:22.934 And then when I built the confidence where I'm like, I have the proof 00:07:22.934 --> 00:07:24.414 of concept, I know it works. 00:07:24.854 --> 00:07:29.284 That was when I put together my first six month, 5, 000 weekly 00:07:29.334 --> 00:07:30.684 coaching with me for six months. 00:07:31.364 --> 00:07:33.634 And that was my first paid coaching. 00:07:33.934 --> 00:07:37.514 Mark Butler: Was all your content on Instagram or were you actually started 00:07:37.514 --> 00:07:38.244 Kristen Boss: on Facebook? 00:07:38.304 --> 00:07:43.144 I started on Facebook and I grew a Facebook group that was a 00:07:43.144 --> 00:07:45.484 niched group for online business. 00:07:45.504 --> 00:07:47.254 And I just talked about it in there. 00:07:47.854 --> 00:07:51.424 So I did a monthly workshop in there and was like , Hey, apply to work with me. 00:07:51.424 --> 00:07:52.684 If you like this, work with me. 00:07:53.284 --> 00:07:54.494 So that was my funnel. 00:07:55.154 --> 00:07:58.154 That was how I made my first like 300 K I think. 00:07:58.154 --> 00:08:00.734 What? 00:08:01.494 --> 00:08:01.874 Mark Butler: I don't know. 00:08:01.874 --> 00:08:02.844 I don't know any of this. 00:08:03.084 --> 00:08:03.364 Okay. 00:08:03.364 --> 00:08:09.859 So You were posting on Facebook and then from your post on Facebook people 00:08:09.859 --> 00:08:11.189 are landing in a Facebook group? 00:08:11.819 --> 00:08:14.699 Kristen Boss: I would just I would talk about a problem and be 00:08:14.699 --> 00:08:17.939 like, hey this resonates with You should be over in my Facebook 00:08:17.949 --> 00:08:19.469 group where I talk more about this. 00:08:19.699 --> 00:08:22.739 So it's kind of using my personal feed That's like a funnel being 00:08:22.739 --> 00:08:24.299 like, Hey, hang over in this group. 00:08:24.299 --> 00:08:27.979 And anytime I was going to do a workshop, I'd be like, Hey, I'm doing this workshop. 00:08:28.229 --> 00:08:29.189 I'm going to serve you in this way. 00:08:29.199 --> 00:08:31.039 If you want to be a part of the workshop, it's over in this group. 00:08:31.849 --> 00:08:35.009 So I was trickling people over and I was networking in groups 00:08:35.009 --> 00:08:38.009 and Networking in groups, other 00:08:38.009 --> 00:08:38.419 Mark Butler: groups. 00:08:38.969 --> 00:08:39.229 Kristen Boss: Yep. 00:08:39.289 --> 00:08:42.299 And other Facebook groups, but just being a person of value, like just answering 00:08:42.299 --> 00:08:45.659 questions, not pitching myself, just being like, Hey, have you tried this? 00:08:45.659 --> 00:08:46.469 Hey, have you tried this? 00:08:46.479 --> 00:08:49.059 It's amazing what happens when you decide to just be a person of value. 00:08:50.134 --> 00:08:50.434 Go figure. 00:08:51.074 --> 00:08:54.384 Mark Butler: How much were you, if you remember, how often 00:08:54.384 --> 00:08:55.604 were you posting on Facebook? 00:08:55.684 --> 00:08:56.334 Were you 00:08:56.734 --> 00:08:57.534 Kristen Boss: I think every day. 00:08:58.014 --> 00:08:58.424 Every day. 00:08:59.244 --> 00:08:59.734 Five days a week. 00:09:00.024 --> 00:09:00.644 Mark Butler: Was it video? 00:09:00.644 --> 00:09:01.194 Was it just 00:09:02.444 --> 00:09:03.894 Kristen Boss: It was a lot of still images. 00:09:05.594 --> 00:09:09.914 And I would say this is before, I'm going to call it, and maybe 00:09:09.914 --> 00:09:14.214 it's not a fair thing to say, but I feel like this is before we 00:09:14.214 --> 00:09:16.304 had an oversaturation of coaches. 00:09:16.649 --> 00:09:21.769 On the Facebook space, applying the same principles where I was, 00:09:21.839 --> 00:09:24.279 I had this is where's my book. 00:09:24.589 --> 00:09:28.659 I read Ray Edwards, , copywriting, pro book in 2019. 00:09:29.179 --> 00:09:30.459 And I did something radical. 00:09:30.469 --> 00:09:33.719 He did the copywriting for email marketing and for paid ads. 00:09:33.789 --> 00:09:35.729 But I took the principles of copywriting. 00:09:35.769 --> 00:09:38.819 I was like, well, if I could just apply the same principles to organic marketing. 00:09:39.419 --> 00:09:41.689 Just how I post on my socials, this'll work. 00:09:41.979 --> 00:09:44.599 But that was before other people were doing that and teaching that. 00:09:44.609 --> 00:09:46.319 So I was getting great traction. 00:09:46.759 --> 00:09:47.129 Yeah. 00:09:49.269 --> 00:09:49.599 Mark Butler: Okay. 00:09:51.659 --> 00:09:52.339 Super interesting. 00:09:52.409 --> 00:09:56.529 So you're posting daily. 00:09:56.539 --> 00:09:59.539 You're applying marketing principles in the content that you're producing. 00:09:59.549 --> 00:10:00.449 You're networking groups. 00:10:00.449 --> 00:10:01.609 You're being a person of value. 00:10:02.319 --> 00:10:05.539 Define, define a person of value by its opposite. 00:10:05.579 --> 00:10:08.839 What's the opposite of a person of value in that context? 00:10:10.509 --> 00:10:11.459 Kristen Boss: Person of need. 00:10:12.264 --> 00:10:16.484 Somebody that's coming with need, , Gary Vanderchuk has this 00:10:16.484 --> 00:10:20.664 thing where he calls it like, the jab hook, it's like the give ask. 00:10:21.094 --> 00:10:22.934 The opposite of that's a person of value. 00:10:23.354 --> 00:10:26.094 The opposite, a person of need, is ask, give. 00:10:26.804 --> 00:10:27.604 Ask, give. 00:10:27.654 --> 00:10:30.424 And so it's like you're constantly pitching, selling. 00:10:30.744 --> 00:10:35.859 For me, it was just like a person that's not a value is it's very, 00:10:35.889 --> 00:10:37.539 actually, it's very transactional minded. 00:10:37.589 --> 00:10:39.879 They're very much thinking, I make a post. 00:10:40.039 --> 00:10:41.489 What do I get out of this post? 00:10:42.889 --> 00:10:46.819 They struggle to zoom out and see the holistic picture of relational marketing. 00:10:46.839 --> 00:10:51.759 And it's very much if I do 10 posts,, eight out of the 10 should look like 00:10:51.759 --> 00:10:53.749 this and this post should yield this. 00:10:53.759 --> 00:10:58.659 It's like they're more formulaic and less holistic and relational. 00:10:59.889 --> 00:11:03.919 Mark Butler: You wouldn't consider your approach formulaic back then or ever. 00:11:03.919 --> 00:11:05.299 Kristen Boss: I still don't, I still don't. 00:11:05.499 --> 00:11:05.889 Yeah. 00:11:07.929 --> 00:11:08.469 Mark Butler: Fascinating. 00:11:08.789 --> 00:11:13.899 So you experienced growth on Facebook primarily. 00:11:14.829 --> 00:11:20.589 And then after a season of growing that audience, you said how long 00:11:20.589 --> 00:11:25.209 passed before you made a multi thousand dollar group offering. 00:11:26.179 --> 00:11:26.469 Kristen Boss: Okay. 00:11:26.469 --> 00:11:29.179 So when I made that, I'll never forget this. 00:11:29.179 --> 00:11:31.839 So I was like helping people for cheap or free. 00:11:32.569 --> 00:11:36.699 And then in August of 2019 is when I launched, I'll never forget it. 00:11:36.699 --> 00:11:39.929 I think it was called like, gosh, what was it called? 00:11:40.799 --> 00:11:42.469 It was either burnout to boss babe. 00:11:43.459 --> 00:11:43.729 No. 00:11:43.789 --> 00:11:47.709 It was called reset and reclaim speaking to people who were feeling burnt out 00:11:47.929 --> 00:11:50.029 in their business and how to reclaim. 00:11:50.249 --> 00:11:52.279 It was like, so cliche jargon. 00:11:52.279 --> 00:11:54.039 I look back and I still laugh and 00:11:54.039 --> 00:11:56.019 Mark Butler: burnout to boss babe is that's all time. 00:11:56.049 --> 00:11:56.579 Oh, that was my 00:11:56.579 --> 00:11:57.059 Kristen Boss: first one. 00:11:57.069 --> 00:12:00.599 It was my burnout to boss babe Academy for eight. 00:12:00.919 --> 00:12:01.889 Mark Butler: It's so good. 00:12:03.389 --> 00:12:04.529 Oh, I love the boss. 00:12:04.529 --> 00:12:06.499 Babe is anyway, that's amazing. 00:12:07.809 --> 00:12:09.859 Kristen Boss: So it was like the reset and reclaim. 00:12:09.929 --> 00:12:11.819 I might still have the printout somewhere. 00:12:12.559 --> 00:12:14.399 And this was when I was still doing hair. 00:12:14.399 --> 00:12:17.629 And the only time I could go live was I think it was like 6 AM. 00:12:17.899 --> 00:12:20.159 So I went live at 6 AM in this Facebook group. 00:12:20.434 --> 00:12:20.974 I'll never forget. 00:12:20.984 --> 00:12:23.644 I think I'm still wearing, I think I wore my PJs and I was 00:12:23.644 --> 00:12:25.054 like, come on, I'm going to do it. 00:12:25.054 --> 00:12:25.284 Yeah. 00:12:25.284 --> 00:12:29.284 And I made like a five, I made a really robust work workbook. 00:12:29.334 --> 00:12:31.204 And I was like, I'm gonna do an hour training each day. 00:12:31.204 --> 00:12:32.364 And here's the workbook. 00:12:32.364 --> 00:12:36.644 And I think I got 250 people to that group just from promoting 00:12:36.674 --> 00:12:40.234 organically on my socials and actually, Oh no, I know how I did this. 00:12:40.654 --> 00:12:42.244 I did a call on my Facebook. 00:12:42.244 --> 00:12:46.014 I said, are you burnt out, tired, exhausted, and whatever? 00:12:46.054 --> 00:12:49.104 So put out like a pain call to be like, who's in pain? 00:12:49.514 --> 00:12:51.374 And I said, I'm doing this special project. 00:12:51.434 --> 00:12:54.554 I don't know if it could work still today because people have done it a lot now. 00:12:55.104 --> 00:12:57.674 If that's you know, message me. 00:12:57.714 --> 00:13:02.304 And I actually got on a call with, I got on a phone with 30 people. 00:13:02.679 --> 00:13:06.119 And I interviewed them through a questionnaire and I asked 00:13:06.119 --> 00:13:07.429 them, what have you tried? 00:13:07.489 --> 00:13:08.469 What's frustrating? 00:13:08.489 --> 00:13:09.349 What do you need? 00:13:09.789 --> 00:13:14.329 And so after interviewing 30 people, I put together okay, I now have 00:13:14.329 --> 00:13:17.519 a concept of what I'm gonna do for this workshop, 250 people. 00:13:17.629 --> 00:13:19.059 And I'll have a picture of me. 00:13:20.054 --> 00:13:23.894 Posted in front of my mirror saying, and this is it, this is my 00:13:23.894 --> 00:13:25.394 actually first one to many offered. 00:13:25.404 --> 00:13:26.704 Now I totally forgot about this. 00:13:27.134 --> 00:13:32.654 It was like eight weeks, six weeks for 4. 00:13:32.654 --> 00:13:32.864 99. 00:13:32.914 --> 00:13:36.274 So six weeks for, it wasn't 4. 00:13:36.274 --> 00:13:36.364 99. 00:13:36.364 --> 00:13:36.724 It was 2. 00:13:36.724 --> 00:13:37.634 99. 00:13:38.394 --> 00:13:41.414 And I have this little note on my mirror and a dry erase marker. 00:13:41.844 --> 00:13:46.104 Congrats on your first 20, 000 launch. 00:13:46.929 --> 00:13:49.869 And so how many spots is that me thinking I was going to sell? 00:13:50.199 --> 00:13:57.049 Like 299 wait, 20, 000 divided by 299. 00:13:57.354 --> 00:13:57.614 Okay. 00:13:57.654 --> 00:14:00.744 I thought it was going to sell 65 spots out of the 250 people. 00:14:00.924 --> 00:14:05.584 Mind you, never done a webinar, never pitched to a group before, but Hey, I'm 00:14:06.184 --> 00:14:09.334 believing I'm going to manifest 20, 000. 00:14:09.334 --> 00:14:11.244 I was really into the manifesting language at the time. 00:14:12.214 --> 00:14:13.434 That's a whole nother conversation. 00:14:13.814 --> 00:14:16.914 So then I was like, I have this little picture of me and I had, so I did 00:14:16.914 --> 00:14:18.954 this thing, got up at 6am every day. 00:14:19.454 --> 00:14:22.954 Five big old robust workbook made a call and be like, let's do this. 00:14:22.954 --> 00:14:25.414 I'm like 20 K and this is it's coming. 00:14:26.244 --> 00:14:31.464 And five people bought two of them were my close friends. 00:14:31.724 --> 00:14:35.274 One was my sister, but here's what I did. 00:14:35.294 --> 00:14:39.004 And I maybe six people bought and then three were close 00:14:39.004 --> 00:14:40.154 friends or something like that. 00:14:40.154 --> 00:14:42.544 And I was like, and my ego took a real hit. 00:14:42.574 --> 00:14:48.459 It was like, well, I made 1, 600, not quite 20, 000, but I decided 00:14:48.679 --> 00:14:49.519 I'm going to see this through. 00:14:49.669 --> 00:14:50.729 I'm going to coach these people. 00:14:51.089 --> 00:14:53.509 I could have chosen to refund and be like, let's try that again. 00:14:53.509 --> 00:14:54.459 I was like, no, I'm going to see him through. 00:14:54.459 --> 00:14:54.869 I did it. 00:14:56.484 --> 00:15:01.194 And then that was when, so that group that I launched that five day in is 00:15:01.194 --> 00:15:05.264 when I created content for that group consistently starting in August. 00:15:05.274 --> 00:15:09.534 So August, September, October, I'm still doing training. 00:15:09.544 --> 00:15:11.034 I'm dropping value in there. 00:15:11.044 --> 00:15:13.054 December is when I decide to offer. 00:15:13.284 --> 00:15:16.774 I do a, I did a holiday hot leads workshop and I'm like, I'm going to 00:15:16.774 --> 00:15:22.714 show you how to get your next 100 leads over the holidays and whatever else. 00:15:22.764 --> 00:15:27.744 And Did that and then I made my first offer like to work 00:15:27.744 --> 00:15:29.714 with me 5k for six months. 00:15:29.744 --> 00:15:37.264 I think I got 40 discovery calls and That meant and my goal was 20k and I was 00:15:37.274 --> 00:15:41.904 like I just need four people to say yes to me out of 40 and I got five people to 00:15:41.904 --> 00:15:46.274 say yes And it blew my mind and we went and bought a TV at Costco the next day 00:15:48.399 --> 00:15:54.819 I was like, so yeah, and then I kept in that Facebook group and then I kept doing 00:15:54.819 --> 00:15:59.169 that like the rinse and repeat month workshop once a month, getting people 00:15:59.169 --> 00:16:03.749 to the group, incentivizing people to come to the group selling one on one. 00:16:03.769 --> 00:16:07.829 And then I think I closed the group when I launched the social 00:16:07.829 --> 00:16:09.799 selling Academy later that August. 00:16:10.209 --> 00:16:13.039 But but yeah, that I just kind of kept that. 00:16:13.039 --> 00:16:17.789 And I would say I made my first, yeah, like 300, 400 K from that Facebook group. 00:16:20.049 --> 00:16:25.909 Mark Butler: And it had, when you made that first 5, 000 offer, there were a 00:16:25.909 --> 00:16:27.419 few hundred people in the Facebook group? 00:16:27.729 --> 00:16:29.579 Kristen Boss: Like 400, 400 people, I think. 00:16:29.629 --> 00:16:31.789 Mark Butler: But I missed, where did you offer the 2. 00:16:31.789 --> 00:16:32.679 99 thing? 00:16:32.709 --> 00:16:34.109 Was that just like on a Facebook live? 00:16:34.469 --> 00:16:37.549 Kristen Boss: That was in the reset and reclaim five day 00:16:37.549 --> 00:16:38.989 workshop in the Facebook group. 00:16:39.029 --> 00:16:40.879 That was what I offered on the back end of that. 00:16:41.604 --> 00:16:45.714 Mark Butler: How much time passed between the 299 offer and the 5, 000 offer? 00:16:45.924 --> 00:16:46.344 You might have said. 00:16:46.604 --> 00:16:47.334 Kristen Boss: About 90 days. 00:16:47.354 --> 00:16:48.124 About 90 days. 00:16:50.074 --> 00:16:50.614 Mark Butler: Fascinating. 00:16:50.684 --> 00:16:51.044 Okay. 00:16:52.564 --> 00:16:56.174 And then from there we know , there's, , kind of a meteoric rise. 00:16:56.194 --> 00:17:02.524 Now we're into 2020, which was as crazy in the network marketing world as it was. 00:17:02.814 --> 00:17:03.594 Kristen Boss: In the coaching world. 00:17:03.604 --> 00:17:03.694 In the 00:17:03.914 --> 00:17:04.754 Mark Butler: coaching world. 00:17:05.474 --> 00:17:10.744 I wonder if people know, I think people know, but I wonder if 00:17:10.744 --> 00:17:13.854 people know what a boon COVID was. 00:17:14.224 --> 00:17:16.064 to online business. 00:17:17.654 --> 00:17:19.324 Kristen Boss: If they didn't know, they know now. 00:17:20.114 --> 00:17:20.484 Mark Butler: Yeah. 00:17:21.234 --> 00:17:23.894 Kristen Boss: They know now because we're dealing with a market correction now. 00:17:25.454 --> 00:17:25.814 Mark Butler: Yeah. 00:17:26.344 --> 00:17:30.984 Kristen Boss: I think I, I've likened it to the when the housing bubble burst. 00:17:32.669 --> 00:17:37.079 I feel like we're having the online we're having a little bit of that. 00:17:37.169 --> 00:17:39.249 It's happening in the network marketing industry. 00:17:39.249 --> 00:17:41.129 There's a massive market correction happening. 00:17:41.349 --> 00:17:44.069 There's a market correction happening with the demand for coaching. 00:17:45.129 --> 00:17:46.599 I think there still is a demand for coaching. 00:17:46.629 --> 00:17:49.249 I think the demand for good coaches is higher than ever. 00:17:49.309 --> 00:17:53.219 I think we're just weeding out the money grabbers from like the people that 00:17:53.219 --> 00:17:54.499 truly want to serve and have talent. 00:17:54.769 --> 00:17:56.329 Another conversation for another time, but 00:17:56.509 --> 00:17:56.909 Mark Butler: yeah. 00:17:56.949 --> 00:17:57.189 Yeah. 00:17:57.749 --> 00:17:59.199 Kristen Boss: Or we can have that conversation. 00:18:01.009 --> 00:18:04.249 Mark Butler: As you know, I do accounting for a bunch of coaches, the place where 00:18:04.249 --> 00:18:11.589 I've seen demand shrink not to zero, but not far from zero is the demand for 00:18:11.589 --> 00:18:13.379 multi thousand dollar group experiences. 00:18:15.389 --> 00:18:18.269 In other words, the thing that you sold that we're just talking about. 00:18:18.899 --> 00:18:19.449 Kristen Boss: Oh yeah. 00:18:21.124 --> 00:18:24.054 Mark Butler: I don't see those being purchased these days. 00:18:24.604 --> 00:18:29.004 Kristen Boss: No, I think it's because people I think people 00:18:29.014 --> 00:18:31.414 want more for their money. 00:18:32.074 --> 00:18:34.469 I think the one on one That's doing great. 00:18:34.549 --> 00:18:36.509 I think there's still like value there. 00:18:36.519 --> 00:18:41.339 It's still the high attention, the high touch, but the group factor. 00:18:42.149 --> 00:18:46.419 It's either super scaled in a program level where there's, or high 00:18:46.419 --> 00:18:47.819 touch one on one is my thought. 00:18:48.979 --> 00:18:50.489 It's almost like the middle class offer. 00:18:51.419 --> 00:18:51.939 It's gone. 00:18:53.409 --> 00:18:53.689 Mark Butler: Yeah. 00:18:53.719 --> 00:18:53.869 There's 00:18:53.869 --> 00:18:56.389 Kristen Boss: just there's like offer disparity happening now, 00:18:56.389 --> 00:18:57.779 even stronger offer disparity. 00:18:58.739 --> 00:19:00.289 Mark Butler: Oh, that's pretty insightful, actually. 00:19:00.329 --> 00:19:01.189 That's super interesting. 00:19:01.619 --> 00:19:05.219 So I want to, where I think you have amazing insight. 00:19:05.249 --> 00:19:09.709 You have a lot of insight to offer in a lot of areas, but I want to 00:19:09.709 --> 00:19:15.279 talk about this adrenaline fueled launching and you're to whatever 00:19:15.279 --> 00:19:16.849 degree you're comfortable sharing. 00:19:17.249 --> 00:19:17.689 Kristen Boss: Oh, I'm 00:19:17.689 --> 00:19:18.389 Mark Butler: pretty vulnerable. 00:19:18.389 --> 00:19:19.339 I can share it, man. 00:19:20.769 --> 00:19:22.889 We started working together. 00:19:22.949 --> 00:19:25.829 I don't even remember exactly when, but. 00:19:26.454 --> 00:19:32.664 It was in the season in which you, we can cut this out if you, cause I 00:19:32.664 --> 00:19:35.734 don't know what you want to do with numbers, but it wasn't the season in 00:19:35.734 --> 00:19:39.984 which you were probably having your first like seven figure launches. 00:19:40.044 --> 00:19:42.284 Kristen Boss: It was, I was going to say I had my first, I'll never forget, 00:19:42.284 --> 00:19:44.194 I had my first seven figure launch. 00:19:44.244 --> 00:19:47.559 And that was when I was like, I talked to Mark, but that was when 00:19:47.559 --> 00:19:49.129 I brought you on for numbers. 00:19:50.479 --> 00:19:53.139 But really you just served on a much better level than just numbers. 00:19:54.709 --> 00:19:57.739 Mark Butler: Talk about your psychology, your mindset leading up 00:19:57.739 --> 00:20:03.004 to And then going through and then after generating a million dollars 00:20:03.004 --> 00:20:05.094 in sales in a very tight time window. 00:20:08.314 --> 00:20:09.524 Kristen Boss: You know, it's interesting. 00:20:10.644 --> 00:20:13.824 , the coach that I was working with at the time wouldn't let me have this 00:20:13.824 --> 00:20:17.154 thought or experience, but it was my experience of what was happening. 00:20:17.544 --> 00:20:20.584 It was like, it felt like it was happening to me. 00:20:21.584 --> 00:20:26.454 Because I didn't set out to have a million dollar launch. 00:20:26.484 --> 00:20:28.624 Like my brain didn't even know that was possible. 00:20:29.014 --> 00:20:29.754 It's just. 00:20:30.484 --> 00:20:36.114 Was it did like I had so so it was just kind of like it blew my mind It 00:20:36.114 --> 00:20:40.264 was like it was a surprise and maybe that's unfair to say but that was 00:20:40.264 --> 00:20:44.354 my experience of It was just like alright, I'm gonna do this again. 00:20:44.384 --> 00:20:47.974 I'll never forget my first multi six figure launch and my nervous system 00:20:47.974 --> 00:20:51.984 actually collapsed That was my first ever panic attack and it was I did 00:20:51.984 --> 00:20:54.234 a three day training at the end of the year I'm like, well, I've already 00:20:54.234 --> 00:20:56.829 hit my income goal for the year. 00:20:57.879 --> 00:21:01.589 But you know, it'd be really fun to do a year end goal and I'll just sell 00:21:01.599 --> 00:21:03.299 the Academy and we'll see what happens. 00:21:03.299 --> 00:21:07.349 And I'll never forget my COO was like, Hey, how many workbooks should we order? 00:21:07.349 --> 00:21:08.529 I was like, I don't know. 00:21:08.539 --> 00:21:09.709 30 seems like a lot. 00:21:09.729 --> 00:21:10.609 Let's do 30. 00:21:11.459 --> 00:21:14.619 And at the end of that, we had 250 people join. 00:21:14.974 --> 00:21:18.024 It was a 250, 000 lunch because it was a 1, 000 offer. 00:21:18.584 --> 00:21:23.514 And I couldn't breathe when I was in bed that night. 00:21:23.584 --> 00:21:27.924 Like it felt like an elephant had sat down on my chest and really it 00:21:27.924 --> 00:21:33.424 was because I went from having, I think 60 people in a program, in the 00:21:33.424 --> 00:21:36.974 program to now 315 or however many. 00:21:37.514 --> 00:21:39.994 And what happened was my perception of control. 00:21:40.599 --> 00:21:44.899 Was ripped out from me overnight being like there because I think with 70 people 00:21:44.899 --> 00:21:50.449 I had the at least psychological Delusion I'm thinking there was enough of me to 00:21:50.459 --> 00:21:54.789 still go around still touch enough people to ensure they had results Baby, then 00:21:54.789 --> 00:21:58.819 make sure they're okay, but then suddenly having 250 people on board overnight. 00:21:58.859 --> 00:22:00.689 It was like my nervous system was like, Oh my gosh, what 00:22:00.689 --> 00:22:01.869 if they all ask for a refund? 00:22:01.869 --> 00:22:03.109 What if I can't help them all? 00:22:03.799 --> 00:22:05.179 Does this actually work in volume? 00:22:05.179 --> 00:22:07.419 Does this actually work if I can't give them all high touch? 00:22:07.739 --> 00:22:08.949 So it was very scary. 00:22:08.999 --> 00:22:10.929 And then we started seeing a lot of people with results. 00:22:10.929 --> 00:22:11.989 I'm like, okay, great. 00:22:12.009 --> 00:22:14.769 So in may we did this other event, another three day event. 00:22:15.289 --> 00:22:16.229 It was a thousand dollars. 00:22:16.229 --> 00:22:17.619 And I knew the program was worth 2000. 00:22:17.619 --> 00:22:19.659 I was like, well, we're going to increase in June. 00:22:20.309 --> 00:22:21.029 So I just announced it. 00:22:21.029 --> 00:22:22.319 I was like, Hey, come to this. 00:22:22.489 --> 00:22:23.329 I'm going to do this. 00:22:23.559 --> 00:22:26.409 I think we had 5, 000 people come to the live training. 00:22:26.889 --> 00:22:32.629 And I think I thought, man, it'd be really cool to do 250 again, but I don't know. 00:22:32.789 --> 00:22:36.029 Well, I think it was 893 people. 00:22:36.544 --> 00:22:37.044 joint. 00:22:38.534 --> 00:22:42.564 And then the next month we were like, all right, the social line Academy 00:22:42.564 --> 00:22:46.114 is going to go up to 2, 000 by the end of this month, jump in while you 00:22:46.114 --> 00:22:47.804 can and another 400 people joined. 00:22:48.144 --> 00:22:51.194 So in a four week period, I made 1. 00:22:51.194 --> 00:22:51.724 2 mil or 1. 00:22:51.724 --> 00:22:52.514 3 mil. 00:22:54.154 --> 00:22:58.844 I just remember it being like, holy crap, this is wow. 00:22:58.844 --> 00:23:00.214 It felt like winning the lottery. 00:23:00.214 --> 00:23:05.199 It didn't feel like you know, it wasn't like, The goal is 800. 00:23:05.209 --> 00:23:07.449 It was just like, let's see what happens. 00:23:08.489 --> 00:23:10.219 Then the psychological game really happens. 00:23:10.229 --> 00:23:16.209 So there's adrenaline and, I'm not gonna even, is it adrenaline? 00:23:16.249 --> 00:23:17.579 It's excitement. 00:23:18.389 --> 00:23:25.759 And then, I wanna say, I had a massive adrenaline hangover, and then there was 00:23:25.779 --> 00:23:33.514 the I remember I I, do you remember when I had drama buying a purse, buying 00:23:33.514 --> 00:23:35.034 my first designer purse after that 1. 00:23:35.034 --> 00:23:38.814 3 million dollars and you're like, I mean, do you want me to coach you on this? 00:23:39.104 --> 00:23:43.514 But it was like, I had this like thought because it felt lucky. 00:23:43.849 --> 00:23:48.559 I felt like my luck would run out and I felt like I was on borrowed time. 00:23:48.749 --> 00:23:51.329 So I was like, I can't buy a designer purse because this could all go away. 00:23:51.559 --> 00:23:52.069 I don't know. 00:23:52.359 --> 00:23:58.729 So, I really operated within this is one big giant fluke for a while. 00:24:00.269 --> 00:24:04.999 And then that Christmas, because I was, I did these launches six months apart, 00:24:05.029 --> 00:24:11.659 so I would have this massive surge of insane amount of dopamine and adrenaline 00:24:11.689 --> 00:24:15.249 and ride that for a while and then it starts to deplete and then your thoughts 00:24:15.249 --> 00:24:18.674 start going to What if it all runs out? 00:24:18.694 --> 00:24:19.234 That's it. 00:24:19.274 --> 00:24:22.884 I, and you talked about this in that podcast episode of the auditorium. 00:24:22.914 --> 00:24:25.964 Like what if the auditorium is completely empty and I have no one 00:24:25.964 --> 00:24:26.984 to sell to, no one's going to buy. 00:24:26.984 --> 00:24:28.884 I kept waiting to hit the bottom of the well. 00:24:28.884 --> 00:24:30.664 I'm like, the well's going to run dry. 00:24:31.084 --> 00:24:37.009 So that thought it was like I was creating my own very scarce adrenaline. 00:24:37.019 --> 00:24:38.529 Strike while the iron's hot. 00:24:39.339 --> 00:24:40.679 Keep going while I can. 00:24:40.689 --> 00:24:44.369 And I have this deep fear of becoming irrelevant in the world. 00:24:44.389 --> 00:24:48.809 And so, you add that to the well is gonna run dry. 00:24:48.829 --> 00:24:52.609 And so, you just have me as like a , launch junkie. 00:24:52.659 --> 00:24:59.014 I'll never forget wh What I needed to work on is that December, 00:24:59.054 --> 00:25:00.520 it was now a 2, 000 offer. 00:25:00.520 --> 00:25:01.964 I'd never sold the 2000. 00:25:01.964 --> 00:25:06.674 I had evidence that it would sell 900 people at a thousand and 00:25:06.674 --> 00:25:07.744 we're coming up on this launch. 00:25:07.764 --> 00:25:09.614 And I remember my thoughts very clearly. 00:25:09.634 --> 00:25:13.084 It was like, I don't think at this point there was a 00:25:14.094 --> 00:25:15.934 pressure yet with the launches. 00:25:16.134 --> 00:25:20.604 I think I was still gamifying it in my mind and therefore it was still fun. 00:25:20.934 --> 00:25:21.324 So I was like,. 00:25:21.384 --> 00:25:22.294 It's double the price. 00:25:22.629 --> 00:25:25.779 If I can get, not the people to enroll this time, 400 00:25:25.779 --> 00:25:27.639 people, that'd be really cool. 00:25:28.279 --> 00:25:30.999 So I was kind of in like the, that'd be really cool mentality. 00:25:31.489 --> 00:25:34.039 At this point, my team is still fairly lean. 00:25:34.289 --> 00:25:36.909 There's not massive operational expenses at this point. 00:25:37.079 --> 00:25:39.049 So everything is just gravy. 00:25:40.019 --> 00:25:41.219 At least it feels that way. 00:25:42.404 --> 00:25:48.114 So then that was the year where I was like, I did so much mindset 00:25:48.154 --> 00:25:51.624 with myself with like, all right, I was selling 2, 000 just as good. 00:25:51.634 --> 00:25:54.914 And then we had, I think we had the same amount of people. 00:25:54.974 --> 00:25:59.134 So this is I believe, right around the market correction turning point 00:25:59.564 --> 00:26:06.354 and right around when iOS 14 software started changing the game with ads. 00:26:06.414 --> 00:26:10.014 And so and we would put a lot of money into ads and it would be great. 00:26:10.014 --> 00:26:10.554 Blah, blah. 00:26:10.874 --> 00:26:14.609 I'd get I think we had 15, 000 people come to that live event. 00:26:14.639 --> 00:26:16.909 I've still never seen that many people since. 00:26:17.969 --> 00:26:19.839 And that event was a 1. 00:26:19.839 --> 00:26:20.769 3 million dollar event. 00:26:23.069 --> 00:26:28.629 I think that is when I started feeling deeply unsafe. 00:26:29.239 --> 00:26:34.094 And launches felt like, again, it, I was, my goal was 400. 00:26:34.124 --> 00:26:34.994 We did 800. 00:26:35.004 --> 00:26:40.214 So again, it's exceeded my expectations, flood of adrenaline, flood of this. 00:26:41.224 --> 00:26:46.484 And that is when I think my mental health really started to suffer. 00:26:47.614 --> 00:26:48.714 After that launch. 00:26:51.324 --> 00:26:56.894 And then it started to become, I can only feel safe and you would notice this as 00:26:56.894 --> 00:27:01.714 you were coaching me I would start to develop, I'd feel good for a while until 00:27:01.714 --> 00:27:03.614 about 90 days leading up to the launch. 00:27:03.694 --> 00:27:06.674 And then I'd start to feel very anxious, very scared. 00:27:06.714 --> 00:27:08.104 What if I can't do it the same? 00:27:08.964 --> 00:27:10.154 A lot of pressure. 00:27:10.634 --> 00:27:11.154 And 00:27:13.534 --> 00:27:20.464 it was like I was holding my breath and I like, and no matter how, like you coached 00:27:20.464 --> 00:27:25.094 me well, but I had a nervous system that was conditioned to only believe 00:27:25.094 --> 00:27:27.904 it was okay after a successful launch.. 00:27:29.604 --> 00:27:33.984 You mentioned it like a junkie and I don't think you're wrong in it. 00:27:34.634 --> 00:27:36.744 I talked to my therapist about this, about 00:27:38.434 --> 00:27:42.394 there's a ritualization that happens with addiction and that was absolutely 00:27:42.394 --> 00:27:43.744 what was happening with my launches. 00:27:43.774 --> 00:27:46.954 There would be this ritualization that I didn't even know it was happening until 00:27:47.504 --> 00:27:49.414 I've been forced to detox from this. 00:27:50.564 --> 00:27:55.474 But it's like the, my ritualization was playing with numbers and I 00:27:55.514 --> 00:27:58.974 think you called me on this once and you're like, remember, you're like, 00:27:58.994 --> 00:28:00.464 you just like to play with numbers. 00:28:00.604 --> 00:28:01.484 Sorry to laugh, but 00:28:01.494 --> 00:28:05.304 Mark Butler: I would, you know, when we'd, oh, it's weird to talk to a client 00:28:05.314 --> 00:28:06.804 about their sessions in a public forum. 00:28:06.804 --> 00:28:10.094 I'm feeling really like hesitant to do it, but I appreciate 00:28:10.374 --> 00:28:10.514 Kristen Boss: you. 00:28:10.544 --> 00:28:12.484 I'm giving you permission because I'm how 00:28:12.514 --> 00:28:13.354 Mark Butler: open you're being. 00:28:13.354 --> 00:28:15.924 It was so hard. 00:28:16.219 --> 00:28:21.119 To watch and I it's funny because as you're talking now, I'm feeling don't 00:28:21.119 --> 00:28:24.259 worry I'm not gonna burst into tears or something But i'm feeling like i'm 00:28:24.259 --> 00:28:29.669 feeling emotional about the fact that it was really hard to watch and we 00:28:29.669 --> 00:28:36.809 would coach together and I would say Hey this thing where you loop on the 00:28:37.669 --> 00:28:44.569 spreadsheet the mental spreadsheet where I could watch you shifting numbers 00:28:44.569 --> 00:28:49.209 around a spreadsheet in your mind constantly in this Kind of frantic loop. 00:28:50.399 --> 00:28:54.429 It was hard to watch and we would talk about it You were always a 00:28:54.429 --> 00:28:57.859 great client and you would get these moments of like I it's like I could 00:28:57.859 --> 00:29:01.129 watch Literally and metaphorically I could watch your shoulders relax. 00:29:03.559 --> 00:29:07.539 It seemed like it would last not long Hours? 00:29:07.579 --> 00:29:07.769 Days? 00:29:08.729 --> 00:29:09.409 Kristen Boss: Maybe days. 00:29:09.479 --> 00:29:09.899 Maybe. 00:29:11.139 --> 00:29:15.489 And that was just how my nervous system, it was like what my brain was just 00:29:15.489 --> 00:29:18.599 seeking safety and we talked about this, like the only way I could seek 00:29:18.599 --> 00:29:22.349 safety was in numbers that I could predict in my mind or spreadsheets or, 00:29:22.799 --> 00:29:24.739 and I would strategize to feel better. 00:29:24.779 --> 00:29:27.129 I would just sit there and strategize and being like, okay, if I can 00:29:27.129 --> 00:29:29.859 get this and then the conversion rate of this, and then we do this. 00:29:29.859 --> 00:29:35.269 And again it was It was a compulsion, but really it was just 00:29:35.319 --> 00:29:39.489 my nervous system trying to find a way to regulate and I had not yet 00:29:39.499 --> 00:29:41.829 taught my nervous system how to do so. 00:29:42.839 --> 00:29:45.019 And so then it would be like, I'm not safe. 00:29:45.019 --> 00:29:45.509 I'm not safe. 00:29:45.509 --> 00:29:46.059 I'm not safe. 00:29:46.059 --> 00:29:51.159 Spiral, spiral, spiral, ritualize launch performed. 00:29:52.189 --> 00:29:55.129 And only because the launch performed can I believe I'm safe in the world. 00:29:55.809 --> 00:29:59.179 And so then I'd relax and be like, it's okay. 00:29:59.179 --> 00:29:59.899 It's okay. 00:29:59.909 --> 00:30:00.699 It's okay. 00:30:01.524 --> 00:30:04.584 And the window of feeling okay started to shrink. 00:30:06.204 --> 00:30:12.654 It used to last me like five months and then it was 90 days and it 00:30:12.654 --> 00:30:16.084 was 60 days and it was 48 hours 00:30:18.444 --> 00:30:20.374 the fix wasn't fixing anymore. 00:30:21.414 --> 00:30:24.384 Mark Butler: I don't remember exactly, but the episode you heard me talking 00:30:24.384 --> 00:30:30.334 about, my sort of anti launching episode, it wasn't just about you 00:30:31.284 --> 00:30:31.474 Kristen Boss: because 00:30:31.474 --> 00:30:33.544 Mark Butler: I've had this experience with so many. 00:30:34.144 --> 00:30:37.634 clients, but it might've even been recorded on the heels 00:30:37.634 --> 00:30:38.694 of one of our coaching calls. 00:30:38.734 --> 00:30:39.474 I don't remember. 00:30:40.274 --> 00:30:40.484 I wouldn't be 00:30:40.774 --> 00:30:41.244 Kristen Boss: surprised. 00:30:41.274 --> 00:30:42.604 I'm like, I think I was 00:30:42.604 --> 00:30:43.174 Mark Butler: mad. 00:30:43.224 --> 00:30:45.504 I think I was just like, this is, I wasn't mad at you. 00:30:45.504 --> 00:30:46.284 I was like, this is 00:30:46.304 --> 00:30:47.044 Kristen Boss: intervention 00:30:47.444 --> 00:30:48.284 Mark Butler: is lie. 00:30:48.344 --> 00:30:51.744 This lie is killing people that I care about. 00:30:51.914 --> 00:30:54.914 And that's dramatic, but it felt kind of true. 00:30:56.354 --> 00:31:00.714 But one of the, one of the things that was hard to watch you go through was that. 00:31:01.874 --> 00:31:08.614 You just said, the launch would perform, but the feeling of safety wouldn't last 00:31:08.624 --> 00:31:10.904 very long after the performing launch. 00:31:11.884 --> 00:31:19.374 My memory of it is the launch would perform, but with after the launch at 00:31:19.374 --> 00:31:23.664 the first 2, 000 price point, even though launches after that still brought in. 00:31:23.889 --> 00:31:29.159 A lot of new people and a lot of money from that point, they didn't, 00:31:29.279 --> 00:31:32.729 they started to not reach the numbers that you had expected or hoped 00:31:32.729 --> 00:31:34.499 for, or envisioned in your mind. 00:31:35.369 --> 00:31:40.889 And that's where I start started to see the toll, really the mental 00:31:40.889 --> 00:31:44.349 emotional cost really increased because it's this crazy phenomenon. 00:31:44.369 --> 00:31:48.719 These are made up numbers, but if you watch somebody bring in 500, 000 in 00:31:49.199 --> 00:31:54.829 48 hours, but they thought they were going to bring in 700, 000 in 48 hours, 00:31:55.744 --> 00:31:59.374 Suddenly 500, 000 feels dangerous. 00:31:59.694 --> 00:32:02.194 It's this safety danger thing that you, I think, are 00:32:02.204 --> 00:32:03.474 articulating really beautifully. 00:32:04.004 --> 00:32:07.704 So to watch somebody bring in half a million dollars, but feel 00:32:07.754 --> 00:32:10.524 even less safe having done it. 00:32:11.759 --> 00:32:12.169 Kristen Boss: Yes. 00:32:13.949 --> 00:32:15.809 Mark Butler: Brutally difficult to watch. 00:32:16.319 --> 00:32:18.749 Kristen Boss: Well, and then, but what was also happening, what was creeping up at 00:32:18.749 --> 00:32:21.529 the same time was I was growing my team. 00:32:21.539 --> 00:32:22.779 I was Yes. 00:32:22.879 --> 00:32:26.069 So now I have operational expenses creeping up. 00:32:27.129 --> 00:32:30.789 And so now it's like a, it went from the launches being like, wouldn't it 00:32:30.789 --> 00:32:32.989 just be a delight for us to make this? 00:32:33.029 --> 00:32:38.529 Now it's we have to make at least this so I can pay for this company. 00:32:38.529 --> 00:32:41.719 And that is when I started deeply resenting this. 00:32:42.129 --> 00:32:45.919 Thing that I built because it just was like, it felt like it 00:32:45.919 --> 00:32:47.589 was just robbing me of so much. 00:32:49.149 --> 00:32:52.499 Last year I still had another insane launch. 00:32:52.909 --> 00:32:54.279 I'm launching my new offer. 00:32:56.189 --> 00:32:56.309 Yeah, 00:32:57.169 --> 00:32:58.059 Mark Butler: such a good offer. 00:32:58.509 --> 00:32:59.989 Kristen Boss: I'm still proud of that offer. 00:33:00.519 --> 00:33:02.629 And that was my biggest launch ever to date. 00:33:02.639 --> 00:33:04.929 That was my 2. 00:33:04.929 --> 00:33:05.659 3 million launch. 00:33:08.029 --> 00:33:09.369 Mark Butler: Let's pause for one second there. 00:33:09.369 --> 00:33:12.379 I don't want you to lose that train of thought, but I want to tell 00:33:12.379 --> 00:33:14.399 people how I think that happened. 00:33:15.329 --> 00:33:15.779 Kristen Boss: Oh, yeah. 00:33:15.829 --> 00:33:17.219 We can talk about that for sure. 00:33:17.469 --> 00:33:20.249 Mark Butler: Because I think what happened there was, it's the 00:33:20.249 --> 00:33:22.549 same principle of pent up demand. 00:33:22.679 --> 00:33:23.119 Kristen Boss: It was. 00:33:23.129 --> 00:33:23.799 Stored up demand. 00:33:24.939 --> 00:33:28.269 Mark Butler: You had created this demand and then you'd launched and launched 00:33:28.549 --> 00:33:30.539 different offers very successfully. 00:33:31.879 --> 00:33:35.299 But the trust that you had in this large community was still as strong as ever. 00:33:36.219 --> 00:33:40.129 And as soon as there was a new compelling offer to make to the larger 00:33:40.129 --> 00:33:43.129 community where the trust was still present, maybe stronger than ever. 00:33:43.549 --> 00:33:43.769 Kristen Boss: Yes. 00:33:44.614 --> 00:33:48.274 Mark Butler: That's the auditorium being not only full, but it's the, it's a 00:33:48.284 --> 00:33:50.874 bigger auditorium and completely full. 00:33:51.404 --> 00:33:53.144 And then you launch the new offer. 00:33:53.514 --> 00:33:54.584 Kristen Boss: To my raving fans. 00:33:54.584 --> 00:33:54.804 Yeah. 00:33:54.804 --> 00:33:55.874 It wasn't to a cold market. 00:33:55.884 --> 00:34:00.164 It was to my existing students and it was an Ascension offer. 00:34:00.434 --> 00:34:00.844 Mark Butler: Yes. 00:34:01.934 --> 00:34:07.344 So in a sneaky way it's just the same thing happening again. 00:34:08.624 --> 00:34:09.214 Kristen Boss: Yes. 00:34:09.394 --> 00:34:09.874 Yes. 00:34:11.114 --> 00:34:13.624 Mark Butler: But people in your position, very understandably, I 00:34:13.624 --> 00:34:19.564 think, sometimes don't view it as the same thing that happened the first 00:34:19.564 --> 00:34:20.774 time they launched successfully. 00:34:20.814 --> 00:34:23.934 They view it as, yep, this is just what we do. 00:34:23.934 --> 00:34:24.222 We're 00:34:24.222 --> 00:34:25.086 Kristen Boss: going to do 00:34:25.086 --> 00:34:27.644 Mark Butler: it today, and then we're going to do it 90 days from now, and 00:34:27.644 --> 00:34:28.894 we're going to do it 90 days after that. 00:34:28.894 --> 00:34:32.054 But the auditorium did empty. 00:34:32.624 --> 00:34:32.944 Kristen Boss: Yep. 00:34:33.024 --> 00:34:36.244 And I think I had awareness from that last summer. 00:34:37.824 --> 00:34:42.564 I feel like I was way less naive, like now it was an insane emotional high. 00:34:42.564 --> 00:34:42.604 Yep. 00:34:43.109 --> 00:34:47.019 And I was able to go off, go on to a sabbatical after that and I got some rest. 00:34:48.839 --> 00:34:55.169 But I knew, I had cashed in or monetized on stored up demand and 00:34:55.169 --> 00:34:56.829 the auditorium was likely empty. 00:34:57.069 --> 00:35:03.109 And the following launches have proven that it is not even close. 00:35:03.249 --> 00:35:06.109 And my good friend Pete Vargas was like, Oh, Kristen, this 00:35:06.119 --> 00:35:07.509 is the new offer phenomenon. 00:35:08.829 --> 00:35:10.129 You'll never see. 00:35:10.454 --> 00:35:15.584 money like you do with a new offer to a diehard audience. 00:35:15.754 --> 00:35:16.854 , you'll never repeat it. 00:35:17.074 --> 00:35:19.054 And I was like, all right, you know, thank you. 00:35:20.734 --> 00:35:28.214 But this is when maybe it was fall of last year when I was sensing, 00:35:28.254 --> 00:35:29.624 I was watching my industry. 00:35:29.684 --> 00:35:30.434 I was shifting. 00:35:30.474 --> 00:35:31.834 I was noticing things in the industry. 00:35:31.874 --> 00:35:33.434 I was noticing things on our ads. 00:35:34.014 --> 00:35:36.894 And that is when I, and I'll never forget this. 00:35:36.914 --> 00:35:41.734 It was summer of last year when I decided I have to get off this rollercoaster, 00:35:41.854 --> 00:35:45.154 this horribly toxic launch rollercoaster. 00:35:45.294 --> 00:35:47.234 And I can't believe I'm going to say this, but the best thing that 00:35:47.234 --> 00:35:52.234 ever happened to me this year was a failed launch because I'm shocked 00:35:52.244 --> 00:35:54.994 to say this, but here's the thing. 00:35:56.104 --> 00:36:01.214 So long as the launches kept launching, so to speak, there was, I never 00:36:01.214 --> 00:36:04.804 felt the pressure to actually fix it and change my business model. 00:36:05.249 --> 00:36:10.839 Because the cash infusion would just put a band aid on the thing 00:36:10.839 --> 00:36:11.979 that was actually hemorrhaging. 00:36:12.109 --> 00:36:16.889 Where it was just like, no, what the most, I would so much rather have 00:36:17.964 --> 00:36:24.204 monthly recurring revenue that's automated through how we serve 00:36:24.204 --> 00:36:25.734 and how we utilize our content. 00:36:25.734 --> 00:36:28.054 And this is the big shift we're making and the shift that I think 00:36:28.054 --> 00:36:29.484 the industry is about to do as well. 00:36:31.034 --> 00:36:34.644 So I was like, I have to get off this horrible rollercoaster, but it was always 00:36:34.644 --> 00:36:36.414 like, yeah, I should stop launching. 00:36:36.424 --> 00:36:37.324 That'd be nice. 00:36:37.664 --> 00:36:41.794 But then I'd launch and then, you know, all the cash would come in and 00:36:41.794 --> 00:36:43.024 it wouldn't be an emergency anymore. 00:36:43.034 --> 00:36:44.454 I'm like, someday we'll stop launching. 00:36:45.414 --> 00:36:48.954 And it was this year, you know, spending an obscene amount of money 00:36:49.074 --> 00:36:52.264 at my live event and the launch not going in the way I thought. 00:36:52.334 --> 00:36:57.154 And there was a lot that went behind that, but that is what finally 00:36:57.154 --> 00:37:01.249 forced me to be like, All right, we have to change our business. 00:37:01.309 --> 00:37:05.459 And I'm literally rebuilding my business from the ground up to get us 00:37:05.529 --> 00:37:08.349 out of a launch based business model. 00:37:08.519 --> 00:37:10.709 And it is the hardest thing I've ever done. 00:37:12.099 --> 00:37:17.759 And you and I have talked about this, where it's I am detoxing so hard from 00:37:18.439 --> 00:37:23.909 the adrenaline, dopamine, cortisol rollercoaster that I was on and 00:37:26.189 --> 00:37:28.639 , It's amazing I'm not a fat alcoholic. 00:37:29.239 --> 00:37:35.199 Because you take a substance, and mine was launches, and you take 00:37:35.199 --> 00:37:39.589 it away from somebody that that is how they feel safe in the world. 00:37:40.559 --> 00:37:44.179 We tend to run to other coping mechanisms. 00:37:44.189 --> 00:37:44.399 Right. 00:37:44.899 --> 00:37:47.674 And I've been on a health journey. 00:37:47.674 --> 00:37:52.784 And so I'm still, I'm walking, I'm counting my macros or whatever. 00:37:53.324 --> 00:37:58.704 And I've decided to not drink and I'm like, what a time to be sober. 00:37:58.874 --> 00:37:59.804 This is awful. 00:38:01.224 --> 00:38:05.424 All the feelings, like I'm not getting my fix from my launches anymore. 00:38:06.004 --> 00:38:08.714 If, you know, to be totally transparent because we're having 00:38:08.714 --> 00:38:12.414 to rebuild our business, we're having to lean out our machine. 00:38:12.434 --> 00:38:17.944 And thankfully because We didn't increase our lifestyle to match what 00:38:17.964 --> 00:38:20.004 our top cash flow seasons were doing. 00:38:20.434 --> 00:38:23.594 My husband was very conservative and we put a lot of money away. 00:38:23.594 --> 00:38:26.664 And so, it's given our business , a long enough on ramp. 00:38:27.219 --> 00:38:32.629 to sustain and survive while we are rebuilding the machine. 00:38:32.969 --> 00:38:34.909 And it is taking so much patience. 00:38:34.929 --> 00:38:37.129 There is no dopamine happening here. 00:38:37.159 --> 00:38:40.749 There is I'm having to find dopamine everywhere else in my life, but my 00:38:40.749 --> 00:38:43.719 business, who'd have thought, but it's probably the best thing I could do. 00:38:43.719 --> 00:38:46.219 And I even told you that I think I shared this in one of our sessions when 00:38:46.219 --> 00:38:52.844 my therapist said only, Those of us that are lucky and fortunate enough to 00:38:52.884 --> 00:38:57.464 eventually have our systems fail us so that we do our real work in the world. 00:38:57.854 --> 00:39:00.044 And so my system failed me. 00:39:00.424 --> 00:39:06.844 This longed addiction that brought me high highs and the lowest lows. 00:39:08.264 --> 00:39:09.234 I'm glad I'm off it. 00:39:10.304 --> 00:39:14.264 , I think I'm still detoxing, but I'm having to like, I'll give you an example. 00:39:14.264 --> 00:39:15.464 We have a 1. 00:39:15.464 --> 00:39:16.484 97 offer right now. 00:39:16.494 --> 00:39:17.574 And we've talked to you about this. 00:39:18.349 --> 00:39:21.319 I'm celebrating the hell out of 250 people joining. 00:39:21.319 --> 00:39:23.997 I'm like, this is amazing. 00:39:23.997 --> 00:39:24.909 40 K. 00:39:25.609 --> 00:39:25.879 Yeah. 00:39:27.509 --> 00:39:31.889 You know, I'm celebrating when we're in the red by only 10 K instead of a hundred 00:39:31.889 --> 00:39:33.769 K instead of a hundred K launches. 00:39:33.769 --> 00:39:35.029 I'm like, but we're not a hundred K loss. 00:39:35.649 --> 00:39:36.689 Woo hoo. 00:39:36.699 --> 00:39:40.149 Look, we have eight months of runway to rebuild this instead of three months. 00:39:40.149 --> 00:39:46.139 And so it's a season of, maybe business maturity. 00:39:46.409 --> 00:39:50.919 You know and learning that and I told you that one of my mentors, 00:39:50.989 --> 00:39:53.639 John, who works for me, said this was like, Kristen, I was like, 00:39:53.649 --> 00:39:55.219 Oh, my self concept is so shaken. 00:39:55.219 --> 00:39:56.689 I used to be so good at selling everything. 00:39:56.689 --> 00:39:58.129 Everything I touched turned to gold. 00:39:59.079 --> 00:40:04.009 And he's well, maybe you were just good at selling when everyone was buying. 00:40:04.749 --> 00:40:08.479 Maybe you're not, you're like, he said that to you. 00:40:08.599 --> 00:40:10.179 I'm like, yeah, it's so 00:40:10.249 --> 00:40:10.449 Mark Butler: good. 00:40:11.089 --> 00:40:11.729 Okay. 00:40:12.369 --> 00:40:12.639 That's 00:40:13.549 --> 00:40:16.269 Kristen Boss: I have to surround my people, myself with people that 00:40:16.269 --> 00:40:17.839 are willing to tell me the truth. 00:40:18.989 --> 00:40:21.769 I don't want people blowing smoke up my butt and telling me what I want to hear. 00:40:21.769 --> 00:40:24.729 And do you remember when I, when we first started working, I told you, I wanted to 00:40:24.739 --> 00:40:29.019 have a board of character advisors, people that cared more about my character than 00:40:29.029 --> 00:40:30.459 about what was happening with my business. 00:40:30.759 --> 00:40:32.879 I got people saying hard things to me in my life. 00:40:34.079 --> 00:40:35.999 Mark Butler: Well, I wondered in the moment. 00:40:35.999 --> 00:40:41.339 And since then I've wondered when you had the launch that it's funny because by 00:40:41.339 --> 00:40:43.369 the way, folks, the launch that failed, 00:40:45.204 --> 00:40:45.534 Kristen Boss: Yeah. 00:40:45.824 --> 00:40:46.454 Mark Butler: It didn't. 00:40:46.494 --> 00:40:49.574 Kristen Boss: With a, with a 500, 000 live event, right? 00:40:49.764 --> 00:40:49.954 Yeah. 00:40:49.954 --> 00:40:51.224 And actually it didn't break even. 00:40:51.224 --> 00:40:52.644 We were so profitable. 00:40:53.024 --> 00:40:56.974 Mark Butler: Oh, so there's a little bit of profit but it's such an important 00:40:56.974 --> 00:41:02.634 story because the failure was, as is always the case, entirely perceived. 00:41:03.274 --> 00:41:03.694 Kristen Boss: Correct. 00:41:04.314 --> 00:41:07.444 Mark Butler: It was just perceived, but I was so, we had 00:41:07.444 --> 00:41:09.204 coached on the way into that. 00:41:10.744 --> 00:41:14.104 you were giving me no signals whatsoever that it was going 00:41:14.104 --> 00:41:15.884 to go the way that you hoped. 00:41:17.184 --> 00:41:19.774 And so I was waiting for it to disappoint you. 00:41:19.824 --> 00:41:21.134 I don't think I told you this. 00:41:21.864 --> 00:41:24.244 And then when it did, I was so relieved. 00:41:24.944 --> 00:41:25.394 Kristen Boss: I know. 00:41:25.704 --> 00:41:26.594 Mark Butler: And I remember that. 00:41:26.814 --> 00:41:30.064 Were you, because you reached out to me after that and we talked and 00:41:30.064 --> 00:41:31.904 I said, I'm so glad this happened. 00:41:31.964 --> 00:41:32.904 Kristen Boss: I remember. 00:41:33.104 --> 00:41:33.544 I remember. 00:41:33.544 --> 00:41:34.019 I remember. 00:41:34.359 --> 00:41:34.789 Yes. 00:41:34.989 --> 00:41:35.669 I was. 00:41:35.669 --> 00:41:35.989 I'm mad. 00:41:36.489 --> 00:41:36.699 Yeah. 00:41:37.269 --> 00:41:38.109 No, not at all. 00:41:38.109 --> 00:41:39.629 Because I knew Mark. 00:41:39.639 --> 00:41:44.409 Cause I knew I had to face the thing I was most afraid of. 00:41:45.289 --> 00:41:52.569 And I was most afraid of a launch that had fallen so far beneath my expectations 00:41:52.569 --> 00:41:54.279 that I would perceive it as a failure. 00:41:55.059 --> 00:41:55.779 And 00:41:58.359 --> 00:42:03.069 I knew on our next call, I was like, Mark's going to be glad 00:42:04.399 --> 00:42:08.669 that the launch didn't rescue me. 00:42:09.529 --> 00:42:10.059 From. 00:42:10.684 --> 00:42:14.484 The work, the real work I had to do because that was the problem. 00:42:14.794 --> 00:42:19.614 So long as the launch met my expectations, it kept me from having to do the work. 00:42:20.924 --> 00:42:21.934 So I'll never forget. 00:42:23.814 --> 00:42:29.214 It was the morning after my event and I man, I like chest 00:42:29.214 --> 00:42:33.654 heaving, sobs, just ugly cried. 00:42:35.724 --> 00:42:37.984 And I remember my husband being like, what do you need? 00:42:37.984 --> 00:42:42.889 I was like, What I need is to feel all of this because this feeling I'm feeling 00:42:42.889 --> 00:42:47.739 now is the thing I've been running from every single launch And I actually 00:42:47.739 --> 00:42:51.719 have to know that it's not killing me. 00:42:51.839 --> 00:42:55.869 It feels absolutely horrible It felt so bad. 00:42:56.859 --> 00:42:59.379 And I just had to remind myself like, all right, we're experiencing 00:42:59.379 --> 00:43:01.109 really intense physical sensations. 00:43:01.299 --> 00:43:04.279 This is known as grief and disappointment and shock and 00:43:04.279 --> 00:43:06.169 anger and embarrassment and shame. 00:43:06.479 --> 00:43:10.839 Like I just had to process so many emotions that I had been running from 00:43:10.909 --> 00:43:13.569 every single launch where it was like, once the launch performed, it was like, 00:43:13.569 --> 00:43:14.969 whoo, I don't have to feel those things. 00:43:14.969 --> 00:43:15.859 And now it's okay. 00:43:16.689 --> 00:43:17.259 But I. 00:43:17.884 --> 00:43:23.484 And I had that moment where I'm like, I sat with myself, I am facing 00:43:23.814 --> 00:43:25.514 the thing I was most afraid of. 00:43:26.844 --> 00:43:28.194 And I knew that was my work. 00:43:28.194 --> 00:43:29.604 So when you're like, I'm so relieved. 00:43:29.604 --> 00:43:30.494 I'm like, I knew you would be. 00:43:30.494 --> 00:43:31.134 I wasn't mad. 00:43:31.134 --> 00:43:32.384 I was like, of course you would be. 00:43:32.704 --> 00:43:33.574 That's why I hired you. 00:43:35.734 --> 00:43:39.484 Mark Butler: Well, there's I really am grateful that you would share that 00:43:39.904 --> 00:43:45.259 because Not a lot of people are going to experience the thing you experienced, 00:43:45.269 --> 00:43:49.439 the way you experienced it, because they're not going to have ever a 2. 00:43:49.439 --> 00:43:50.239 3 million launch. 00:43:50.279 --> 00:43:53.919 I don't think I'll ever in my business life do that. 00:43:55.019 --> 00:44:00.789 But there's a universality to your experience because the 00:44:00.789 --> 00:44:03.159 pain of unmet expectations. 00:44:04.304 --> 00:44:06.684 And the shock to our psyche and to our identity. 00:44:08.164 --> 00:44:11.544 I know you experienced with the people that you serve, but watching coaches or 00:44:11.544 --> 00:44:16.654 watching people even make little tiny offers or have little tiny successes 00:44:16.654 --> 00:44:17.924 and have it not go the way they hoped. 00:44:17.924 --> 00:44:20.814 And to see that just sort of break them 00:44:21.884 --> 00:44:22.024 Kristen Boss: and 00:44:22.024 --> 00:44:23.144 Mark Butler: cause them to stop. 00:44:23.234 --> 00:44:24.324 It's the same thing. 00:44:25.054 --> 00:44:26.664 Your situation is in some ways. 00:44:26.964 --> 00:44:30.064 In my opinion, more difficult because the thing you were doing 00:44:30.474 --> 00:44:33.514 invites so much external validation. 00:44:33.994 --> 00:44:34.514 Kristen Boss: Oh, 00:44:35.214 --> 00:44:37.504 Mark Butler: that just compounds the difficulty of it all. 00:44:38.644 --> 00:44:43.574 Whereas if I'm that new coach and I asked someone if they'll do a coaching 00:44:43.574 --> 00:44:45.114 session with me and they say no, that 00:44:47.314 --> 00:44:51.684 I don't, the come down off of that or the disappointment from that is, 00:44:51.704 --> 00:44:54.304 is frankly nothing like I made 2. 00:44:54.374 --> 00:44:56.524 3 million this time. 00:44:56.714 --> 00:44:57.804 And the next time I make. 00:44:59.484 --> 00:45:02.074 And everyone tells me how smart I am and everyone tells me how great 00:45:02.074 --> 00:45:06.384 I am and everyone it's this sort of perpetual standing ovation. 00:45:07.054 --> 00:45:07.584 Kristen Boss: Oh, yeah. 00:45:08.024 --> 00:45:09.474 Mark Butler: And then it's gone. 00:45:10.054 --> 00:45:10.624 It's not gone. 00:45:10.624 --> 00:45:10.844 But 00:45:12.324 --> 00:45:16.374 Kristen Boss: Yeah, it's just when you having to find my worth. 00:45:16.744 --> 00:45:21.269 I know it sounds so cliche, but having to find my worth outside of my launch 00:45:21.269 --> 00:45:27.499 worth, my business worth, my productivity worth is, you know, it's the good work. 00:45:27.519 --> 00:45:29.859 It's the hard work, but I'm glad it's the work. 00:45:31.159 --> 00:45:34.169 But I always there's that phenomenon with this is what 00:45:34.169 --> 00:45:36.219 happens with musicians and actors. 00:45:36.219 --> 00:45:38.579 Like they get the, you're only as good as your last film. 00:45:38.649 --> 00:45:40.149 You're only as good as your last Oscar. 00:45:40.759 --> 00:45:46.269 I can't imagine the pressure that maybe Taylor Swift feels with Like her next 00:45:46.269 --> 00:45:53.529 release she she's almost created the self concept that she can never fail. 00:45:53.809 --> 00:45:56.619 I'm pretty sure she's in Enneagram three and I'm just like, Oh God, I 00:45:56.649 --> 00:46:02.449 just don't, I don't envy, I don't envy the immense pressure that she 00:46:02.449 --> 00:46:07.139 probably psychologically feels herself of okay the next best song, the next 00:46:07.139 --> 00:46:11.039 best album, the next best chart topper, the next best tour, the next best, I'm 00:46:11.039 --> 00:46:13.809 like dear Lord, you know it's hard. 00:46:15.539 --> 00:46:15.859 So 00:46:16.089 --> 00:46:20.769 Mark Butler: it's hard, but you've, I was going to say you've come through it. 00:46:21.604 --> 00:46:23.914 And maybe that, maybe we don't know that yet. 00:46:24.314 --> 00:46:25.164 I'm pretty confident. 00:46:25.184 --> 00:46:32.334 The reason I was, the reason I was relieved to have it the old world view 00:46:32.354 --> 00:46:37.254 finally get broken was because, and I've told you this and I've said this on the 00:46:37.254 --> 00:46:38.594 podcast and I'll continue to say it. 00:46:38.614 --> 00:46:45.004 I think that there are people like you, like other clients who I've 00:46:45.004 --> 00:46:48.894 mentioned on the podcast who are leaders, they're movers of people. 00:46:49.474 --> 00:46:50.304 And I. 00:46:51.514 --> 00:46:53.714 I can't have the people movers. 00:46:53.774 --> 00:46:54.704 I can't have the leaders. 00:46:54.714 --> 00:46:56.384 Stop leading or moving. 00:46:56.904 --> 00:47:04.649 So because that's what you do and People like you, if they're caught 00:47:04.679 --> 00:47:11.699 up in this this junkie cycle of launching and whatever, that it 00:47:11.739 --> 00:47:16.219 makes you fragile for the work that I actually hope you'll do in the world. 00:47:17.109 --> 00:47:19.539 But you've come through it now and I'm watching you. 00:47:19.539 --> 00:47:22.859 And even just yesterday we were on our call and I haven't told, I didn't 00:47:22.859 --> 00:47:27.649 tell you this in the moment, but when you were describing your 197 offer 00:47:28.839 --> 00:47:35.289 and what you teach in that, I was just thinking, oh that's timeless. 00:47:36.804 --> 00:47:38.454 Universally applicable. 00:47:38.474 --> 00:47:41.504 And I was going to say to you, I was like, Oh, I would, I want to tell new 00:47:41.524 --> 00:47:43.294 coaches to go through that program. 00:47:43.914 --> 00:47:46.844 Kristen Boss: Oh, they probably could and see fantastic results. 00:47:47.114 --> 00:47:50.444 Mark Butler: And I and I mean it because there's the way you were 00:47:50.444 --> 00:47:54.754 describing people's first days and weeks in their new project, whether 00:47:54.754 --> 00:47:57.094 it's coaching or it's a network marketing business, I was thinking. 00:47:57.144 --> 00:48:03.234 You've made systematic the pieces that everyone has to, 00:48:05.344 --> 00:48:12.094 and I'm looking to leaders like you to keep doing that for people, but 00:48:12.124 --> 00:48:16.344 outside of that adrenaline fueled cycle and more just as a like a 00:48:16.344 --> 00:48:18.169 day job, like this is what we do. 00:48:18.539 --> 00:48:22.899 We show up, we teach people correct principles that are timeless. 00:48:23.169 --> 00:48:24.849 We inspire them to take action. 00:48:24.859 --> 00:48:29.829 We support them when they're struggling and repeat and repeat forever. 00:48:29.849 --> 00:48:31.669 And it will help. 00:48:32.179 --> 00:48:34.259 So I've never worried. 00:48:34.704 --> 00:48:39.724 Never one day worried that you were going to really fail, 00:48:39.734 --> 00:48:40.934 whatever that would even mean. 00:48:42.064 --> 00:48:47.494 I just wanted to see you get out of the launch chaos because I viewed it 00:48:47.494 --> 00:48:52.414 as the only obstacle to your long term ability to help people in the way that 00:48:52.414 --> 00:48:54.234 you are capable of helping people. 00:48:54.634 --> 00:48:56.054 Kristen Boss: Oh, I fully agree with you. 00:48:57.744 --> 00:49:03.094 , it's interesting having to rebuild this machine and ensuring we have 00:49:03.094 --> 00:49:05.314 enough, you know, we have a runway. 00:49:05.314 --> 00:49:08.314 And I remember when I told you, I was like, hey, you know when we're 00:49:08.314 --> 00:49:11.804 told that we can, our company can operate at a loss for X number of 00:49:11.804 --> 00:49:13.724 months and for quite some time. 00:49:15.594 --> 00:49:17.084 You know, I'm, it's funny. 00:49:17.094 --> 00:49:17.574 Because of cash 00:49:17.634 --> 00:49:18.424 Mark Butler: reserves, you mean? 00:49:19.224 --> 00:49:19.384 Kristen Boss: Yeah. 00:49:19.384 --> 00:49:23.154 It's a weird thing to be proud of, but I'm like, I'm really proud that we've, 00:49:23.254 --> 00:49:27.714 A, leaned out our business, made some different decisions and that we have 00:49:28.244 --> 00:49:31.854 bought enough time to write the ship. 00:49:32.894 --> 00:49:36.974 Because we kept money in our business and we're rebuilding and someone's 00:49:36.974 --> 00:49:37.944 like, how long do you think it is? 00:49:37.944 --> 00:49:41.384 I was like, I, you know it's probably a six month to year long project. 00:49:41.384 --> 00:49:46.544 So it's interesting because I'm launching gives you that dopamine hit. 00:49:46.544 --> 00:49:49.774 And I'm like, again, I'm having to find dopamine and other places of 00:49:49.774 --> 00:49:52.774 my life and business is the place where I'm like, it's interesting. 00:49:53.064 --> 00:49:54.454 It's where I'm coming to work. 00:49:54.544 --> 00:49:56.324 It's not where I'm coming to get worth. 00:49:57.509 --> 00:50:00.329 Whereas like now it's the opposite and this is still my work and 00:50:00.329 --> 00:50:05.019 it's going to be hard and but it's, yeah, it's been a ride. 00:50:05.889 --> 00:50:06.669 Mark Butler: Can I ask you a lot 00:50:06.669 --> 00:50:06.969 Kristen Boss: of it? 00:50:07.589 --> 00:50:09.949 Mark Butler: You've been really generous with your time today. 00:50:09.979 --> 00:50:14.689 I want to ask you a last question and I hope it's a 00:50:14.709 --> 00:50:17.059 short enough question to answer. 00:50:18.239 --> 00:50:23.399 Knowing what you now know and experiencing what you've experienced,, would you say 00:50:23.399 --> 00:50:26.619 that you are just black and white against? 00:50:26.999 --> 00:50:33.469 A launch based model, or do you see a way that launching can be done in a way that. 00:50:34.559 --> 00:50:37.519 The person who's launching can still have mental and emotional health and 00:50:37.519 --> 00:50:39.789 success and create value and et cetera. 00:50:39.789 --> 00:50:45.309 Or because I tend to be very dogmatic anti launching but I hold that loosely 00:50:45.429 --> 00:50:47.529 because I don't think I'm right. 00:50:47.849 --> 00:50:48.229 Go ahead. 00:50:48.479 --> 00:50:51.919 Kristen Boss: So I'm moving into a hybrid is so I'm still going to be 00:50:51.919 --> 00:50:57.989 doing my three days, but what we're doing is we're creating profitability 00:50:58.069 --> 00:51:02.989 between the launches where there are avenues to nurture support. 00:51:03.574 --> 00:51:05.794 And care for people between the launches. 00:51:05.814 --> 00:51:10.334 Cause before it was like, I would have this three day event, very intense. 00:51:10.424 --> 00:51:13.094 You pay me 9 send you a 2, 000 offer. 00:51:13.424 --> 00:51:19.544 And then if not you, they'd kind of bounce around with my podcast with, you know, 00:51:19.614 --> 00:51:21.574 those things., and what I noticed was. 00:51:21.614 --> 00:51:21.634 Yeah. 00:51:22.759 --> 00:51:26.079 There, there was unnecessary struggle and hurt and pain 00:51:26.089 --> 00:51:27.699 happening between the launches. 00:51:27.699 --> 00:51:29.309 So I'm like, well, how do I bridge this? 00:51:29.309 --> 00:51:34.249 So the 197 offer is the bridge offer where it's like, all right, instead of, you 00:51:34.249 --> 00:51:36.679 know, asking them to suspend their belief. 00:51:37.194 --> 00:51:39.484 in their ability to make money with this business. 00:51:40.114 --> 00:51:43.104 I'm going to prove to them that they can make money in this business, 00:51:43.114 --> 00:51:45.924 help them make money in this business with a very accessible 00:51:45.924 --> 00:51:48.934 offer of 197 in there for 90 days. 00:51:49.194 --> 00:51:53.014 And then they could choose to ascend to our 2, 000 offer. 00:51:53.134 --> 00:51:53.984 It's going to be different. 00:51:53.984 --> 00:51:55.464 It's going to be 1, 497. 00:51:55.754 --> 00:51:56.584 Ascend to that. 00:51:56.584 --> 00:51:59.384 And then where we're nurturing them between,, and we're opening 00:51:59.384 --> 00:52:01.344 enrollment, you know, once a month. 00:52:01.754 --> 00:52:03.694 It's more of a hybrid. 00:52:04.054 --> 00:52:06.134 So I'm going to call like our launches are going to be more 00:52:06.134 --> 00:52:07.824 gravy than bread and butter. 00:52:07.924 --> 00:52:11.524 So we're building a bread and butter machine with launches being like a 00:52:11.524 --> 00:52:16.114 community fun aspect, getting back to what I, how it used to feel for me of 00:52:16.664 --> 00:52:20.294 this is fun, whatever, like whatever we can get from this, that's fantastic. 00:52:20.294 --> 00:52:26.724 But what I'm trying to solve for right now is like, how do I have all of my, 00:52:27.129 --> 00:52:33.409 Operational expenses as a business covered by monthly recurring revenue so that 00:52:33.409 --> 00:52:36.789 our launches are just additional gravy. 00:52:37.029 --> 00:52:37.639 That's it. 00:52:38.159 --> 00:52:41.144 And that could be like Dividends or whatever, you know, 00:52:41.394 --> 00:52:44.964 Mark Butler: yeah, that's really compelling I have one other client who I 00:52:44.964 --> 00:52:48.964 think in the launch episode or in a follow up I talked about this how and you just 00:52:48.964 --> 00:52:56.014 said the same thing She said we actually believe our launches are pro community. 00:52:56.454 --> 00:52:56.654 Kristen Boss: Yeah, 00:52:56.664 --> 00:52:57.214 Mark Butler: and 00:52:57.474 --> 00:52:57.654 Kristen Boss: Yes, 00:52:58.014 --> 00:53:03.054 Mark Butler: pro brand and there's great energy in them and that if we were 00:53:03.054 --> 00:53:07.604 to stop launching something Important would be lost from the community 00:53:08.014 --> 00:53:08.364 Kristen Boss: Yes. 00:53:08.554 --> 00:53:09.594 Mark Butler: So, and I love that. 00:53:09.624 --> 00:53:13.064 It's very, what you've done is you've essentially given your, you've given 00:53:13.064 --> 00:53:15.294 launching a different job in your life and your business instead of 00:53:15.304 --> 00:53:18.584 being pressure filled and being the thing that has to pay the bills. 00:53:18.984 --> 00:53:22.414 We pay the bills other ways, and this is a way of increasing the positive 00:53:22.414 --> 00:53:27.924 energy and the trust and the community for the people who engage with us. 00:53:29.034 --> 00:53:29.174 Kristen Boss: Yeah. 00:53:29.364 --> 00:53:29.554 Exactly. 00:53:29.554 --> 00:53:29.824 Very 00:53:29.824 --> 00:53:30.774 Mark Butler: different approach. 00:53:31.054 --> 00:53:31.744 Kristen Boss: Very different. 00:53:31.764 --> 00:53:32.774 It even feels different. 00:53:32.774 --> 00:53:35.954 I'm like, oh yeah, we're going to do that at the end of this year, but because 00:53:35.954 --> 00:53:40.754 I'm solving for what's happening on a monthly basis right now there 00:53:40.754 --> 00:53:42.814 isn't that pit of dread in my stomach. 00:53:42.904 --> 00:53:43.024 Yes. 00:53:43.044 --> 00:53:45.374 I mean, there's, I mean, the pit of dread is more like, 00:53:46.214 --> 00:53:47.574 when's this going to work out? 00:53:48.884 --> 00:53:51.554 It's not even, maybe not, and it's not as catastrophic. 00:53:51.554 --> 00:53:55.384 It's like we're solving for, and my husband said this, he's I really like 00:53:55.729 --> 00:54:01.414 That we're now in a model where we can keep solving the problem instead of We 00:54:01.564 --> 00:54:04.924 can only solve the problem six months at a time, like once every six months. 00:54:06.294 --> 00:54:09.014 So we can constantly refine the machine and make it better. 00:54:09.014 --> 00:54:13.084 So in some ways I think it's, I think it serves better to be like, how can I 00:54:13.084 --> 00:54:17.304 have a smoothly operated machine where I'm constantly honing and refining? 00:54:17.659 --> 00:54:21.339 Instead of I have to get this one thing to perform this one time. 00:54:22.479 --> 00:54:26.039 So yeah, but I'm also going to be like, if you don't have to do the one to many, 00:54:26.049 --> 00:54:28.829 don't it's over glorified, overhyped. 00:54:28.959 --> 00:54:29.889 It's not great. 00:54:31.099 --> 00:54:32.789 If I could do it all over, 00:54:32.799 --> 00:54:35.309 Mark Butler: I just, you're just going to drop that at the 00:54:35.309 --> 00:54:37.379 end, as I'm about to sign off. 00:54:37.779 --> 00:54:41.829 Kristen Boss: We can do part two conversations, Kristen and Mark. 00:54:42.139 --> 00:54:43.889 Kristen telling people. 00:54:44.324 --> 00:54:45.194 Don't do it. 00:54:46.834 --> 00:54:49.544 Mark Butler: I mean, maybe that's sufficient right there. 00:54:49.954 --> 00:54:50.574 Yes. 00:54:51.334 --> 00:54:54.484 The one to many is just such a different game. 00:54:55.534 --> 00:54:59.584 So many more moving parts, but hearing it from me, people may 00:54:59.584 --> 00:55:06.314 believe it, but hearing it from you, you've been in that war and so, 00:55:06.894 --> 00:55:07.164 Kristen Boss: yep. 00:55:09.894 --> 00:55:11.214 Mark Butler: i'll probably link from the show notes. 00:55:11.484 --> 00:55:14.644 I would like to send people into The funnel of the hub. 00:55:14.664 --> 00:55:15.204 It's so funny. 00:55:15.204 --> 00:55:19.074 I never would say I want to get people into with this funnel But 00:55:19.524 --> 00:55:22.704 when you describe to me what's in the hub, I thought to myself I should go 00:55:22.704 --> 00:55:26.104 through that I think it would really benefit me You probably should. 00:55:26.354 --> 00:55:31.794 You probably love it because the way you talked about how you structure some of 00:55:31.794 --> 00:55:35.864 the early days of a person's business, I think is really really genius. 00:55:35.864 --> 00:55:38.194 So thank you so much for spending an hour with me. 00:55:38.194 --> 00:55:39.864 And this is such generous use of your time. 00:55:39.894 --> 00:55:42.884 And I know that this is going to be so useful to so many people. 00:55:42.884 --> 00:55:43.154 So 00:55:43.924 --> 00:55:44.324 Kristen Boss: you're welcome. 00:55:44.644 --> 00:55:46.444 Mark Butler: We'll talk to you on our next coaching call. 00:55:46.794 --> 00:55:47.024 Kristen Boss: Yep. 00:55:47.114 --> 00:55:47.724 Sounds good. 00:55:47.794 --> 00:55:48.334 Thanks, Mark. 00:55:48.524 --> 00:55:48.814 Mark Butler: See ya.