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You were taught a myth.
The myth is that competition is a good thing—it’s not!
When people say, “Competition is a good thing,” they mean that it’s good for consumers.
As a business owner, you don’t want to compete, you want to DOMINATE your market. It’s a weird concept to wrap your mind around at first because you’ve heard the opposite said so many times.
If the word “dominate” scares you, you’re going to get run over. You may have an averse reaction to the word, but it’s not about practices that aren’t above board. It comes from a place of wanting to serve your customers in the very best way possible.
Right now, someone else is serving your customers and doing so to a poorer degree than you. Are you satisfied with that?
You know you have the best product (this is the dominating mindset): you know it’s the very best and if people went with you instead of your competition, they would be better off. It would be great for them!
Why then are you satisfied with someone else serving these people poorly?
When you don’t dominate, you allow someone else to serve these people to a worse degree. You have to see it as your duty to serve people better and dominate your market.
Take massive action!
This episode is entirely inspired by The 10X Rule. It’s the best book I’ve ever read. I buy it for all of my team and family members.
If you haven’t read this book, you’re making a huge mistake. Go buy the book, read the book, and listen to this episode.
If you’ve already read the book, read it again. Then buy the audio book.
If you’ve listened to the audio book already, listen to the audio again, then buy the book and read it.
It will change your life.
If you’re still not convinced, listen to today’s episode.
Highlights, Takeaways, Quick Wins
- Don’t let your competition set the pace.
- Contrary to popular belief, the way to quality is through quantity.
- Want to feel more comfortable with your voice? Record 300 podcasts. Want to be a better speaker? Record 500 videos. If you want to get to quality, go all in on quantity.
- The only way to get out quantity at levels that will allow you to reach quality is massive action.
- Your competition’s weaknesses could be your competitive advantage.
- You either do work that matters and have critics or you’re unknown and irrelevant—there is no in between. Expect to be hated if you want to do work that matters.
- If you are uncomfortable with the idea of domination, it’s because you’re thinking about yourself. You should be thinking about serving people better than your competition does.
- To get your potential customers to switch from a competitor to you, where they can be served better, you have to dominate.
- Source your energy to dominate from your desire to serve people and make their lives better.
- Competition can be community if you don’t see them as the enemy.
- You’re either going to be the one dominating or you’ll be dominated.
- 07:07 Sean: Ben, you and I had a good conversation about you and your future stuff. We should make that conversation into a topic. It was about content marketing vs. relationships. A lot of people are starting with content marketing when, really, they should be starting with relationships.
- 07:27 Ben: I was feeling really hesitant about getting into content marketing. I had topics, but a week would go by, the next week would go by, and I wasn’t getting started on it. Intuitively, I knew what we ended up talking about, which is that content marketing is great—but you have to do it once you get your business established and you’re at a place where you can afford the time and/or money it takes to do it.
- 08:04 Sean: It takes time to see a return on it. It was a really interesting conversation, and I wanted to give people a little bit of a teaser because that’s a show we’ve got coming up. Today, we’re talking about dominating. Don’t compete—dominate!
Myth: Competition is Good
- 08:36 Ben: I’ve talked before with other people about their businesses, and I’ve talked about how competition is a good thing.
- 08:47 Sean: Here’s the greatest myth ever. I have to preface all of this by saying that this episode is entirely inspired by The 10X Rule, Grant Cardone’s book. I’ve been talking about this book a lot lately because it’s a life-changing book. It will change your life. You’ve got to go get the book. It’s called The 10X Rule. Buy the book. The point of this episode is to bring one message from one chapter of this book to you, and I want you to think about this message. The point is for you to go buy the book, because the book will change your life.
- 09:32 I buy this book for my employees. I buy it for my family members. It’s great. You have to get this book. So many have asked questions about today’s show, and this book will set all of it up. I’m going to try and give you a little bit of context about this today, but you have to get the book. While I’m on it, be sure to site your sources. There are a lot of people, not just in my audience but certainly also in my audience, who take my words and pass them off as their own. They don’t site their sources, and they think that’s how they’re supposed to make it in the world. Always site your sources.
- 10:13 This “don’t compete, dominate,” thing is from Grant Cardone. He’s the author of The 10X Rule. He also talks about “don’t compete, dominate” in his book called If You’re Not First, You’re Last. This is the mentality he’s operating with. We’re going to talk about why and the problems with that. If you get an idea from someone, credit them. If you thought of something, feel free to put it out there. Don’t worry that someone in 1836 also thought of that. That’s okay. But if you got an idea from someone, credit them. There’s nothing new under the sun and it’s okay to have your own thoughts.
If you know where you got an idea from, site the source.
- 11:02 Ben: It’s a good idea to do that, too, because if you site the source of what inspired you, the great idea you brought into your message, there’s value in pointing people to another valuable resource. Now, not only are you more credible because of your unique message around something you’re siting from someone else, but you’re also credible in your taste of what is valuable information. People credit you for what you say, but they also credit you for the resources you point them to.
- 11:50 Sean: In the book, Grant talks about this. It’s one of the biggest myths ever. People are taught growing up that competition is a good thing. “Competition is a good thing,” and then you get into business, and you hear this phrase ringing around in your mind. You think competition is a good thing. What you don’t realize is where this comes from. This message comes from people talking to consumers. They’re telling consumers that it’s good for other people to compete against each other, because you will get the lowest price.
- 12:29 As a business owner, it’s in your best interest to dominate. This is a quote from The 10X Rule: “One of the great lies perpetuated by mankind is the idea that competition is good. Good for whom, exactly? It might help people provide customers with choices and compel others to do better, however, in the business world, you always want to be in a position to dominate, not compete. If the old saying is, ‘competition is healthy,’ the new saying is, ‘if competition is healthy, then domination is immunity.'” If being healthy is to be more or less of good health and not sick, he’s saying that domination is immunity.
You’re not only in good health, but if you dominate, you’re immune to anything that is less than perfectly healthy.
- 13:25 Ben: It’s like if someone’s looking for a specific service, say, logo design. There are a handful of different choices. Maybe you do a web search, and your goal is to show up on the first page. That’s a competition mindset. A domination mindset is, “When someone is looking for a logo design, I want my brand to be the obvious choice, the only choice.” Why would I do a web search? I already know where I’m going to go. That’s the target, the goal.
- 14:07 Sean: It’s a complete mindset shift to no longer think in terms of competition, but domination. Today, I want to talk about taking massive action, something Grant talks about, being proactive, setting huge goals, and dominating your industry, your sector.
Find Your Advantage
- 14:26 Sean: I’m going to continue to quote Grant. This is from another thing that he wrote, and he’s actually referencing someone else. He says, “The great Jack Welch is famous for saying, ‘If you don’t have a competitive advantage, don’t compete.’ Find a way to dominate a space and be original. How? Make a list of what your competitors aren’t doing and then do it.” He says, “The companies who fully own their space traded competition for domination.”
- 15:00 He’s saying that you need to exploit what others can’t or won’t do. Maybe that’s doing the unscalable, and we talk about this—replying to every message, writing hand-written notes, sending videos to customers, things you can’t do indefinitely and you can’t do forever. Find those things. What are your unique advantages? What are your strong points? What are the things you can do better than anyone else? Go all in on those. It’s not just “better than anyone else,” but better than anyone else, if you can, in places where they’re the weakest.
If you want to dominate, exploit the weaknesses of your competition.
- 15:44 Ben: That’s kind of what competition looks like, in some cases. Everyone talks about how you need to have your unique advantage, but it’s all in the spirit of differentiating yourself from other companies. There’s a difference between differentiating yourself and dominating. When you’re competing and that’s your mindset, it’s limiting. You’re saying, “I’m doing as much as I can to differentiate myself.”
- 16:23 That leaves the potential for other areas of weakness in your business, because as long as you can be unique enough, you’re okay. You can sit in there with the rest of the results. Domination is saying, “I’m going to find the areas that they’re weak. I’m going to be strong in those areas, and I’m going to be strong in all of the other areas. I’m going to be the obvious choice for my industry.”
- 16:50 Sean: The reason you don’t want to compete, the reason you don’t want to think in terms of competition, is that you’re letting other people set the pace. This is something Grant talks about in the book. If you haven’t read the book, you need to go get it. For the rest of you who have already read it, because I’ve been talking about this for months—some of you are even thinking, “I read it and I listened to the audio book,” I’m here to say that’s not enough. Read it again. You didn’t get all of it in one sitting. You didn’t get every single nugget because of the place you’re in. You’ve got to go through this multiple times. Get the book, read the book, read the book again.
- 17:47 Ben: We’ve talked about the importance of surrounding yourself with people who have the kind of mindset that you want. The magical thing about when someone writes a book is that it’s kind of like they poured themselves into something you can hold in your hand and spend time with. If you read The 10X Rule for 30 minutes a day, maybe it takes you a few weeks to get through. Think about that. You’re spending 30 minutes a day for two weeks with Grant Cardone, this guy who has the kind of mindset, or at least some aspect of the kind of mindset, that you would like to have. There’s something really powerful about that.
- 18:31 From experience, every time I sit down with this book, I could be going through a funk and feeling down on myself, when I start reading this book, it doesn’t matter where I pick it up—his energy comes through. It reinvigorates me, and I think, “I do need to take massive action. I can do this.” There’s something really powerful about having that as a resource, and not just thinking about it as something you should read through once. It’s something you can spend time with, that you can go back to for inspiration if you need to.
- 19:08 Sean: I lent Cory my copy and I asked him to bring it today because I needed to refer to it, and he left it at home. He says he forgot, but I really think he just really wanted to keep it. I have to assume it’s just that good. Maybe the book wanted to stay home. I bought an eBook version of it so I could read it on my computer. If you bought the book and you listened to the audio book, read the book again.
- 19:44 Listen to the audio book again. I’m saying that you should go through it multiple times. If you’re telling me that you read it and you listened to it, I’m saying that you should go through both again. Keep going through it. Someone else said, “You promote it more than your own book.” I hope that says something. Think about this. I’m promoting someone else’s book more than my own. I have a book, OverlapBook.com, and I’m promoting someone else’s book. That’s how much of an impact this book has. It’s life-changing. Trust me and go read it.
Take Massive Action
- 20:17 Sean: This is one of the concepts in the book. Take massive action. I’ve talked about this before. You’ve got a big goal. You’re doing the things you think are required to reach that goal. That’s 1X action. You’ve got to take ten times the amount of action that you think it will take to reach your goal. No one is operating at this level. No one has what it takes to operate at this level, including your competition. When you’re competing, you’re letting your competition set the pace. You’re measuring your own success by whether you’re outpacing the competition. Ben, you were talking about running in the preshow. If you see another runner, when you’re out in the morning, you start comparing your pace to theirs. If they’re going faster than you, you think, “I hope they don’t look over at me.”
- 21:08 Ben: I had this idea. I’m sure someone else has thought of this, too. Once they figure out the technology and make the whole augmented reality thing practical, it would be really cool if there was an app where you could have a ghost runner. Did you ever play Super Mario Kart?
- 21:28 Sean: Yeah, I know what you’re talking about. Any kind of racing game—you’ve got the ghost car.
- 21:34 Ben: Super Mario Kart is the only one worth talking about. You could do time trials, you know, and you could go back and do it again. Your previous version of yourself is racing with you, and it’s like the ghost version. I want to see that when I’m running. Then it’s like you’re competing with yourself.
- 21:53 Sean: If you see another person and you’re running faster than them, you think, “I’m doing pretty good.” That’s where the competition is pricing things? They’re putting out one show a week? Two shows a week? We’re doing five. We’re doing great. You’re letting them set the pace! That’s not domination mentality. That’s competition mentality. That’s one problem—letting them set the pace.
If you compete, you’ll be thinking in terms of levels that are too small.
- 22:28 That’s nowhere near your potential. You’re trying to just be a good option in your city? You should not only try and be dominating your city, you should think in terms of dominating your state. Yeah, there’s country and world beyond that, but stretch yourself one level. Instead of saying, “I want to be a good option in my city,” skip being the best in your town and go for best in your state. That’s the level you want to operate at. That’s how you want to think. Jen says, “If you already dominate most of your local competition (work/skill/quality wise), but potential clients don’t know you…” Time out.
- 23:16 If you’re dominating, they know you. Trust me. If they don’t know you, you’re not dominating. You’re not taking massive levels of action. I’ll read the rest of the question, “It feels horrible not to let them know you can do the work better. I could dominate now, but I don’t want to rush the process. Can domination be sped up, or is it a really long game?” Jen says, “I don’t want to rush the process.” This is something that I’ve dealt with. Any time I get harsh or fiery in the show, I’m doing that because of my past self.
- 23:56 Any time you hear me get fiery, it’s because I did it the wrong way. Just know that. I will always tell you when I find that something I did didn’t work and how I’ve changed it. You have to listen. You have to pay attention. But I will share those times of humility with you. One of those times, of many, is being crippled by my perfectionism, yes, and believing that quality is what you should be focusing on first. I believe quality is very important, and I always believed that it was what you should be focusing on. Quality over quantity. It’s a cute little phrase. It took me many times of hearing the other message to actually have it resonate, Magic of 7.
Quantity Then Quality
- 24:52 Sean: This is a combination of things. One is the clay pots. I’ve told this story. Two study groups were given two different goals. One group was given the goal of, “Make as many clay pots as you can in the allotted time.” The other group was told to make the best pot that they could. Both groups worked through, and they judged the final result of both groups. The very best pot, the pot of greatest quality, came from the group that was focused on quantity, not the group that was focused on quality. They were paralyzed by their perfectionism.
- 25:35 They wanted to spend so much time getting it perfect that it held them back. The people who iterated and cranked out the pots, they were making so many pots, they improved and their product got better. There’s that, and then there’s Grant, who says, “The only way to quality is through quantity.” For some people, this is the first time they’re hearing it, and it’s from me. If this doesn’t resonate with you today, don’t feel bad. I understand. I don’t expect it to. It took me years to internalize this, and now I get it.
As Grant Cardone says, the only way to quality is through quantity.
The only way to get out quantity at levels that will allow you to reach quality is massive action.
- 26:26 Ben: I think in terms of practicing and rehearsing as a band. Going into a music metaphor here, it’s the difference between saying, “Let’s spend six months practicing on our own and getting our show perfect before we ever get in front of an audience,” but getting in front of an audience is what introduces you to people and helps your brand grow. That’s vs. the band who says, “Okay, let’s practice for a few weeks, and then we’ve got our first show, and then our next show, and then our next show.” When you’re performing live, you learn to do things and you become tighter in a way you can’t when you’re practicing and rehearsing.
- 27:10 You put the two bands against one another. Six months out, one started performing two weeks in and one has just started performing. I guarantee you, the band that has been performing for those six months is going to be better. They’re going to put on a better show.
- 27:32 Sean: “I don’t want to rush the process.” I feel like he’s holding back because he’s thinking that he’s not good enough. He says, “I want to let them know that I can do the work better. I could dominate now, but I don’t want to rush the process.” Domination is going to take a lot of time. You can try and accelerate it, but anyone who’s dominated has taken years, if not decades—Starbucks, Apple, any example you want to put out there. It takes a really long time. We’re talking about total saturation, total obvious choice.
- 28:10 There’s no question. You’re not even competing with other people. Look at Apple! Look at the iPhone! It’s like they don’t even care. Everyone’s saying, “We’ve got retina scanners on these phones and dual cameras… What’s the deal?” And then the phone catches on fire. Apple goes, “Do you understand now? We’re going to do this right.” It’s like they’re on their whole own schedule. They come out with a product that’s completely different from everyone else and what everyone else is doing. They even seem to fall behind when other people are pushing the envelope, doing cutting edge things, and have overheating phones.
- 28:57 Apple is just dominating. They’re like, “We’re in our own space. We do our own thing.” That’s what I’m talking about.
You want to be quality? Go all in on quantity.
- 29:11 I always say that the secret hack to being comfortable on camera when you haven’t done it a lot is to do it 300 times. You’ll feel super comfortable. I promise. You don’t like your voice? You’re not a good podcaster? You have a bunch of filler words? Record 300 podcasts. Super simple, in concept.
- 29:31 Ben: I feel like that speaks a lot to some of the concerns people have about getting into their market too early. If you’re a member and you’re able to go all the way back to the first episode of the seanwes podcast, don’t do it, first of all. You can hear the difference. Without diving into it, without getting started, you’ll never get to the level you want to be at. The question might be, “Is my work good enough to start taking on clients?” I get that that’s a legitimate question. If you’re at the level of a stick person artist, maybe you need some more time.
- 30:39 If you could pitch somebody and they would take you on based on the work you have, then yeah, you can get clients. You may not be doing your absolute best work ever in the beginning, but you have to work with clients. You have to work through processes, and you have to do it over and over again before you can become stellar.
What Does Dominating Look Like for You?
- 30:58 Sean: What does dominating look like for Cory McCabe?
- 31:07 Cory: I don’t know. I honestly don’t know what domination could look like for me, with what I do in the film industry. I’ve thought about things like, maybe I’ll make an interactive film one day, where you can make choices about what the character does. I haven’t seen a lot of that. There’s stuff like that at Disney World or something crazy, but I’ve thought about how I could be different, not just competing and doing what everybody else is doing, because everybody in my industry thinks that’s making it is when they finally make that explosion like Hollywood does it, or when they finally do something like someone else does it. I think, “But you’re doing what they’re doing!” I’m trying to think outside of those levels, but I’m still working through it.
- 31:53 Sean: I think the whole curation and niche thing ties in here. People ask, “How specific should I go?” Go as specific as you need to to be the best. If you look and you think, “I don’t know if I could dominate this space,” first, look even further. Then ask yourself again and audit your life and the time you’re spending. Ask yourself, “If I 10X what I was doing, could I do this?” If the answer is still no, get slightly more specific and more clearly define the thing that you do. Be the best in that thing that you do.
- 32:39 Don’t redefine it until you’re already the best. That defeats the point. If you’re already the best, you need to be expanding. You need to be dominating more. You need to be growing. You’ve got to be taking action. Allison says, “What do you do if you are not competing with others but other people are always competing with you?” That’s the point. When you’re dominating, everyone wants to say that they’re competing with you. You’re like, “That’s nice. That’s cute.” As the saying goes: winners focus on winning, losers focus on winners.
How Much Should You Pay Attention to Competitors?
- 33:35 Sean: Scott says, “How much time should you spend studying your competitors?” Gary Vaynerchuck says that he doesn’t give a crap. He doesn’t look at all. He’s like, “I’m in tune with my audience. That’s all I consume. I just listen to my audience. I look at my market and my business, and I don’t care.” It seems to work for him.
I study my competitors enough to know what their weaknesses are so I can find my competitive advantage.
- 34:23 Do we just, live on the air, tell people what ours are? Why not? What does it matter? We wouldn’t say weaknesses. I think we have incredible production quality. That’s something I’ve always prided myself on. That’s very important to me—audio, video, lighting, writing, design, development… We have top-notch quality. We have a unique perspective and a unique set of values. It’s polarizing, which some people don’t like. That’s fine. That’s how it is. If you want to resonate, you’re going to upset people. Aaron shared a link to a Seth Godin post from a few days ago.
- 35:20 Seth said, “It’s this paradoxical thing where you want to do work that matters and you don’t want to be criticized.” It’s not going to happen. Whenever you want to do work that matters, be ready to be criticized. Don’t start doing work that matters until you’re ready to be criticized. There is no sweet spot between being unknown and being so known that you’re criticized, where you can make the kind of money you want to make and make the kind of impact you need to. It’s not there.
You either make a difference, do work that matters, and have critics and haters, or you’re unknown and irrelevant.
There is no sweet spot.
- 36:09 Sean: If you’re thinking, “I don’t want to dominate. I don’t want to talk about myself so much. I don’t want to be all big and bragging, promoting my thing.” That’s not the point. That’s not even what I’m talking about. A lot of people think that because they project their own selfishness. They think, “If I had that kind of power…” They think about everything it could do for them. If you don’t like this concept of dominating, listener, you’re projecting your own selfishness onto the concept. Let me explain what it means.
- 36:44 It means knowing your product and your service, knowing the person you’re serving, and believing that you are improving their life and making their life better. If you believe that, if you’re sold on your own product, then you know it’s your duty to sell. You know you have to go out there, and you have to be the one to sell. You have to be the one to sell for someone to buy to get value out of the thing that you provide. You can’t sell to someone you don’t know. You first have to establish that rapport, even if it’s cold.
- 37:17 You have to build a relationship right there to sell from. You can’t go in cold. People have to know you. If they don’t know you, you can’t sell to them. That’s why the awareness part is so important. That’s why you have to dominate.
- 37:34 Ben: Another danger you run with competition is the idea of somebody else selling your product or service. Let me explain what I mean by this. Someone is in the market for a specific thing and there are a lot of competitors who sell that item. You happen to be one of those people. If you’re not dominating, setting yourself apart, and making your product the obvious choice, if people encounter your product, they think about it in the context of what they’ve seen from other competitors.
- 38:14 It’s shaping their view of what you have to sell. You don’t want that either. When you look at an iPhone, you don’t think about the iPhone in the context of other smartphones. It’s its own thing. It’s so set apart that you don’t make those comparisons. Most people don’t make those comparisons.
- 38:41 Sean: That’s exactly right. That polarization makes a bunch of people upset, a bunch of people happy, and Apple a lot of money. What can they do with that money? They can make their happy customers happier. They can continue investing in them. If you are uncomfortable with the idea of domination, you’re thinking about yourself. You’re not thinking about the other people. If you’re not willing to dominate, take massive action, and sell, it’s because you’re not sold on your own product. You don’t believe in what you sell.
- 39:22 If you make the best pianos in the world, would you not want them in the studios of the best artists, the best pianists? If you make the best software in the world, why would you not want that software on the computers of every organization that would benefit from it? If you have the best membership in the world, why would you not go out of the way to sell it to people who would benefit from it, who’s lives would be changed? You have to believe in that. That’s where the domination comes from.
You have to source your energy to dominate from your desire to serve people and make their lives better.
- 40:01 It’s not about you. If you’re uncomfortable with it, you’re thinking about yourself. That’s not how you sell. You can’t sell until you stop thinking about yourself and you start thinking about other people.
- 40:13 Ben: I would argue, based on that, that competition is not good for consumers. I think we’ve established that it’s not good for people who run businesses, but I think it’s not good for consumers, either. Competition drives prices, but it also drives value lower.
- 40:34 Sean: But it also drives innovation.
- 40:37 Ben: But domination does, too.
- 40:39 Sean: That’s arguable. That’s true.
- 40:42 Ben: If everybody was trying to dominate instead of trying to compete, there would likely be the same number of people trying to be in the same space. I would argue that there would be more innovation, more value.
- 41:00 Sean: I get what you’re saying. Here’s the thing, though: Comcast. In areas where they dominate, they don’t innovate, because they don’t have to. What you’re saying is right if the leaders are dominators. A domination mentality. “I’m going to push forward no matter what. Okay, we’re good here. I’m going to expand even further.”
Competition is good for consumers, but it’s not what you should focus on as a business owner—rather, focus on domination.
- 41:37 Ben: I’m thinking of it in terms of competing dominators.
- 41:41 Sean: Which is maybe not as common as we would like.
- 41:48 Ben: Why not be somebody who dominates? Think about it this way. If people are competing with you because you’re dominating so much, that means that, in your industry, you’re driving your competitors to add more value. Otherwise, they won’t be able to keep up.
- 42:16 Sean: There’s innovation in your wake. That’s very true. In the case of Apple, though, it’s very polarizing. Ben, you said, “People don’t look at an iPhone and compare it to other phones.” A lot of the listeners are like, “Yeah, I do!” Here’s the thing. Apple has created such a distinct ecosystem that it’s a very serious decision to buy an Apple device. They’ve made it that way. Like I said, they’ve upset some people and they’ve made other people really happy. Everything works together very well. If you’re not in the ecosystem, if you’re not bought in, it’s not as good for you.
- 42:58 When you’re choosing between the two, Ben’s right. You’re not comparing the iPhone to other things. You’re comparing the iPhone to not being bought into the Apple ecosystem. If you’re naive, you’ll think, “I’ll just not buy into the Apple ecosystem,” and that’s great. There are tons of people like you, but there are way more that aren’t, who are in the Apple ecosystem. It makes them way more money than not being polarizing and not being very closed with their ecosystem. They are dominating, and that’s why they’re successful.
Dominating & Community
- 43:39 Jared says, “I’m sure you’ll hit on this, but I’m curious about how we differentiate between dominating and being hostile. I’ve always heard to befriend competition, and I’ve also experienced businesses feeling threatened and being openly hostile in the name of ‘dominating’… so I guess the question is what does dominating look like when it comes to actual interaction with competition?” I say, “They’re welcome to work for me whenever they want to.” Anytime! We’re always hiring great people.
- 44:11 You’re welcome to come to the party I’m throwing that all of your customers are at. Let’s do this. Let’s collaborate. I’ll speak at your conference, I’ll be on your podcast, but I’m going to serve those people. I’m going to make things available for those people that I believe is actually better for them.
- 44:35 Ben: Sometimes we consider this to be a given, but one of the points I know he makes in the book when he’s talking about dominating is that you’re doing this ethically. You’re not doing anything that’s harming other businesses. The result of your hard work may mean that they have fewer customers because you’re willing to do things that they won’t do, but not illegal things. This doesn’t require you to be hostile or mean-spirited to other business owners. You’re recognizing that these are things they’re not willing to do or can’t do, and you’re willing and you can do those things, and you’re going to.
- 45:29 Sean: Very true. We’re not talking about being unethical. Aaron in the chat says, “Domination is not about taking advantage of people.” People think that. Enough people think that way that you don’t have to worry about dominating. There are so many small-minded people who are so timid and so afraid to put themselves out there, who are so afraid to step on toes, saying, “But what about…” that you will have no problem dominating if you put your mind to it. I guarantee it. Like Ben said, there’s a lot of context in the book, The 10X Rule, that this episode provides color to, so please go get the book.
- 46:11 Listen back to this episode once you’ve read the book. You’ll get a lot more insights out of it. You’ve got to come from this place. This is me adding context to what Grant is saying in his book.
Domination is not about being hostile, harming people, or doing something wrong.
It’s about knowing that your product or service is the best.
- 46:37 Because you’ve put so much into it, believing in that so much, you will go to great lengths to get it in front of other people to serve them. That’s how I see it. That’s how I approach it. To me, that’s not mutually exclusive from community. Competition can be community if you don’t see them as the enemy. If you don’t think in terms of competition, you can have community. Let’s go back to the race at the Olympics. The second through the sixth place guy hate number one. They’re like, “I’m competing against him. I want to win.” They’re focused on the winner. The losers are focused on the winner.
- 47:27 The winner is focused on winning. The winner doesn’t have competitors. He’s dominating. So, when he wins, he’s like, “Let’s go get waters, man!” They wouldn’t get beers. They’re athletes. “Let’s hang out.” When you’re focused on domination, you’re in your own lane, you’ve got the blinders on, you’re competing against yourself, and you can have community. When you’re focused on competition and you see people as the enemy, you don’t have community. Domination is not mutually exclusive from community.
- 48:03 It’s like, “Hey, let’s party, man! Let’s do this! Let’s pull together, pool our resources together, and invite all of our audiences. Let’s put together a conference. I’ll speak at your conference. You speak at my conference. I’ll promote your book, you promote my book. I’ll be on your podcast, you be on my podcast.” Community! Let’s have a community. When you’re dominating, you don’t have to worry. You’re not losing your people to the competition. You’re getting the competition’s people because you’re dominating.
- 48:37 Ben: Thinking about the race thing, it really is more of a mindset than it is a position thing. Those people who came in second through sixth could think differently. They could be about running their best race, about dominating, and they happen to not come in first in this race.
If your mindset is about dominating, even if you don’t end up being first place, it changes your level of activity and you stop seeing people as threats.
- 49:22 You can experience that community. I want to be careful not to say that domination is the absolute end all, be all target. It’s the kind of action and level of activity that reaching for that goal brings you into. That’s really what you’re after.
Are You Satisfied?
- 49:47 Sean: Domination simply means that you are on the top of the stack. You’re at the top. You’re in charge. You’re either going to be the one dominating in your market or you’ll be dominated in your market. Those are the only choices. If you’re uncomfortable with that, what you’re left with is being dominated. That’s the only other option. If you’re content with that, that’s fine. Be the support. Be the person underneath the person who’s dominating. But to everyone else, you’ve got to go all in. It comes back. I look in the chat, and people still aren’t getting it.
- 50:38 It’s not about being hostile. You’re thinking so small. “What about my competitors? They’re not going to like me. They’re not going to want to work with me.” So small! Here’s the level you should be thinking at. Are they serving your customers? I’m talking about the people who haven’t even worked with you yet or bought from you yet, the people who haven’t joined or registered for your thing yet, preordered your thing yet—they’re in someone else’s audience, someone else’s CRM, client relations management, someone else’s database. I’m calling those people your customers. They just haven’t bought from you yet.
- 51:22 I have a question for you. Is your competition serving your customers, and are they serving them better than you can? Are you satisfied with that? Maybe the answer is yes, they are serving people and they’re serving them better than you can. Good. The people are in the right place. Are you satisfied? If you’re satisfied, get out of business. Quit. If you’re not satisfied, step it up. Make something better. Find it within you to say, “I’m going to dominate because I believe I can do something better than the competition, which is a better product/service for the end user. I’m going to serve them more.”
- 52:08 You’ve got to find this within you. If it’s not within you, get out of the game, because the rest of us are going to run you over. This is business. It’s not lolligag and lollipops. It’s business. Someone else is serving your customers. Are you satisfied with that? Are they serving them better than you could? Let’s say the answer is no. We went down the first path, yes. Now we’re going to go down the second path, no.
If your competitors aren’t serving your future customers better than you can, it’s your duty to go get them.
- 52:58 Go get them and go serve them. Give them a better service for the same price. Charge them more and give them ten times more value. Do a better service. You’ve got to go out there! How can you be satisfied that people are getting subpar service? How can you be satisfied with that? I hope I’m fueling your domination fire here. That’s the reason you’ve got to get out there. If they don’t know who you are, they will never buy from you. You’re so scared of being known, of being so known that some people don’t like you! Some people hate Apple.
- 53:38 Who cares? Of course they hate Apple. They’re the richest company in the world. You’re going to be hated. If you do work that matters, you’re going to be criticized. The end. Now, get past it and go out there and help people.
Once You Dominate
- 54:02 Sean: Katherine says, “I might not have earned the right to think this far long game yet, but what happens once you’ve dominated your industry? What do you have to do to keep staying on top?” I think this question is a distraction in and of itself. You shouldn’t be thinking about once you dominate. You’re just thinking yourself out of action. The time you spent writing that question, Katherine, I wish you would have gone and started dominating.
- 54:33 You’re thinking about it, over-thinking it, and thinking, “What if I do this? What if I do that?” I’ll come back to this question, but one more thing about competition. I said that you’re thinking small with competition. You need to think so big that you say, “My competition is not serving my customers,” they’re not even customers yet, they’re your future customers, “they’re not serving them well enough. I’m going to serve them better and I’m going to grow the business so much because I’ve helped so many people that I’m going to open up new jobs to hire the competitor and buy them out.” Who wins? Everybody wins.
- 55:12 Everybody wins! That’s what I mean when I say, “Think big.” “Oh no, what are the competitors going to think of me? They’re not going to like me. They’re not going to come to my parties.” Then dominate so much that you take all the customers, serve them better, buy out their company, and they can come to all of your parties because they work for you. That’s why I say, “I love competition. They can work for me any time they want to, because I’m going to dominate.” Back to the question.
- 55:38 I don’t like this question because you’re not there yet. If you were dominating, you would not be asking what it takes to stay on top, because you would know what it takes. When you’re asking this question, all it’s doing is promoting inaction. Don’t overthink this. “If I dominate… Once I dominate…”
By the time you dominate, you’ll know what it takes to stay on top.
- 56:06 It’s to do more of the same. 10X everything. Grant talks about this in his book. He says, “I would post so many messages on social media, people would complain. So I told my office, ‘Do ten times more.'” The people who loved it loved it. Polarize.
- 56:30 Ben: Domination is a goal. Maybe there’s some idea that you have of what that looks like, when you finally have dominated your industry, but another great way to think about it, on a daily basis, is to ask yourself the question, “Am I dominating?” Then it’s less about some idea you have of what that looks like and more about your own activities. “In the things I’m doing today, in the activities I’ve chosen to take on, am I dominating?” I like that question as an answer to, “What does it take?” If your goal every day is to be dominating, some days you’ll answer yes to that and some days no, but you’re going to be exercising that muscle that’s going to get you where you want to be in terms of dominating your industry.
- 57:50 Cory: When I think of domination, I think of examples. “I need a tissue.” Nobody says that. They say, “I need a Kleenex.” Or, “I need a small camera for my bike ride…” No, GoPro. Google something, that’s a great example. Or, “Hey, I’m thinking of starting a vlog.” Casey Neistat. Or, “Yeah, we’re going on a backpack trip and I’ll need some water. I’m thinking about getting a camelback.” That’s a brand. The device is a backpack with a water tube built into it. Kleenex. GoPro. These are brands, but people say that. People don’t say, “I need a small camera. I need a tissue.” That’s what I’m thinking of. Those are dominating brands.
- 58:42 Sean: Something happens at that level. When your brand name becomes so ubiquitous, when it’s used so much, it enters into the common vernacular. You have to defend that trademark to keep it, and if you don’t, the word gets generilized. You don’t even think about it, but Band Aid is actually a brand.
- 59:19 Ben: What is a band aid then?
- 59:23 Sean: It’s a medical adhesive strip.
- 59:31 Cory: You’ve got to be those brands.