I'm pasting in the feedback as a placeholder until I can incorporate it.  Feel free to edit this page (password, "trust") and put in your own section.

 

Link back to: The More Results, Less Stress Guide To Bootstrapping

 

 

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From Klia Bassing, of www.visityourself.com.  We've talked a few times, and she provided some fantastic feedback here that I plan on incorporating:

 

I looked at the wiki and will comment in a sec. First wanted to tell you 6 things that especially stood out for me from our conversation and have helped me to both relax and shift my sense of direction:

 

• Pushing clients neither feels good nor brings in more clients
  • BTW, after we spoke, I contacted two prospective workplace clients (a federal agency and an international law firm) that had stalled out for a while (despite my emailing/phoning them regularly and my feeling alternately resentful and pushy). I emailed them that I sensed it wasn't a good time to pursue holding meditation classes at their workplaces, but to feel free to contact me if interested in the future. I immediately got back emails apologizing for the delay and that they REALLY wanted classes and would focus on making them happen. I replied briefly and, since last week, haven't heard back again. And it doesn't matter if I ever hear back. It felt SO much better and in alignment with the...universe(?) to just let them go and see what happens. So much better.
• Take the time/financial pressure off - get a job
  • It was shocking to think about taking a part-time job because I had it in mind that that would be "failing"...going backward in a business that used to support me entirely (but in an unsustainable way, with me as the only teacher/service provider). After a bit of grieving, the clouds cleared and going back to consulting at the World Bank--or wherever--a few days a week just felt like self-care of my financial and mental well-being.
• The business will grow on its own
  • Similar to the first point, but more about trusting that word of mouth and other organic processes will bring about a tipping point a year or so from now. My responsibility is to have the groundwork laid to support the demand when it comes.
• Leverage contracted instructors as partners
  • With a small and simple win-win financial incentive, four instructors are now doing marketing to fill up classes sponsored by a large health insurance company for the public (the classes will be canceled if they don't reach a minimum number of registrants).
• Let go of or change non-interesting work
  • This has given me permission to let collaborative partners come up with the strategic plans for ideas that involve me, but I'm not personally invested in. Previously, I'd spend hours trying to figure it out.
  • Two current clients are not lucrative enough. I'm readying myself to propose a different payment model or, if they don't propose something else worth my time, I'm going to have to drop them.
• Provide potential clients different levels of buy-in (haven't enacted any of these, but they're in the mental hopper)
  • Free short meditation on website
  • Short trial class on-site
  • 5-class series

Feel free to use any of the above as examples in the wiki (I love the idea of this becoming a living shared document for entrepreneurs, but I'm not sure what would be appropriate to add at this stage). The points on the wiki were good reminders for me, given that you and I discussed many of them in the context of my own business. Without contexts, however, I think the axioms would be harder to  read without the eyes glazing over and also harder to imagine applying to a real life biz. The few examples grabbed my attention more (i.e., to open a dog care boutique, find a location owned by a dog-lover). Even more inspiring would be real-life examples of biz owners who actually enacted an axiom with positive result. Lastly, an obvious suggestion given that you said this was rough material: refine axioms down to core gems.

 

I really appreciate your help and also your asking my feedback; I look forward to more!

 

Blessings,

Klia

 

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From Mike Davis, cofounder of Wayfair (not launched yet):

 

 

 

Dear Aaron,

 

 

Happy, healthy new year to you and your family.  Likewise, I hope you also had a great vacation in SoCal (if I recall).

 

 

Your message below (and from our meeting) about focusing on _outcomes_ rather than methods was like a bolt of lightning.  I have completely revamped the approach and things are moving at a fast clip.

 

 

WayFair’s desired outcome is to:  Empowering consumers to demand better; products better for them personally and better for all of us as a society.  Since we’re started to refocus on outcomes, we’re starting to hear a lot about how the messages are resonating with the individuals making up our target segments.

 

 

We’re starting to get a lot of feedback and identifying what messages will get people to take the first step through the “Layers of the onion” ( © 2007 Aaron Ross, Inc), and make our exchange a reality.

 

 

So… I’m psyched.  You’re awesome.  I hope I can keep bothering you… …? :) 

 

 

- Mike

 

----------------------------------------------------------------

 

 

From: aaron ross

Sent: Wednesday, January 02, 2008 8:49 AM

To: 'Mike Davis'

Subject: RE: Aaron - great meeting you, I learned a lot...

 

 

Hi Mike - hope you had a great vacation! 

 

 

 

Thanks very much for the note here, and trust me, I get to learn from you too :)  

 

 

 

As far as making progress on wayfair, all my relevant ideas are on the bootstrapping guide...though I want to keep re-framing some to make the intent behind them easier and easier to appreciate... for example, why not get a part-time/consulting job to keep some income coming in while you work on Wayfair half the time?  If you do it right, you can find a gig that would actually complement the wayfair project.

 

 

 

ok, more importantly - your attachment to a single business mode/technology started me on another line of thinking.  in that you (any entrepreneur) should care passionately the strategy vision / intention of the business, but you shouldn't care HOW it takes shape, what the tactical business model is.

 

 

 

i don't remember your intention, but for example, let's say you wanted to "bring integrity to the supply chains of...", or "make it easy for consumers to find and buy fairly produced products / products that match their values..."   whatever.  it's the result you want to create.

 

 

 

the mechanics would be how the business model works - is it a product, service, media company, data provider, etc.  you will always have ideas on HOW /which model will create the intention, but this how will change quite a bit as you experiment with business models.  the WHAT of the intention won't change at all, or very minorly, even over years. 

 

 

 

for example - i have the intention of PebbleStorm posted ("bring integrity back to business...").  i have no idea how that'll end up happening, although obviously i've posted a variety of ideas on what will get the ball rolling.

 

 

 

this is a bunch of stream-of-consciousness, hope it makes sense :)

 

 

 

Aaron

 

 

--------------------------------------------

 

From: Mike Davis

Sent: Tuesday, December 18, 2007 2:56 PM

To: Aaron Ross

Subject: Aaron - great meeting you, I learned a lot.

…from the discussion and from reading your “Layers of the Onion” blog.  That blog is, as you implied, one of the crowning jewels of Pebblestorm.  I will definitely pursue the gradual commitment/value approach you lay out there, and pass it on.

 

Also – I appreciate your feedback about being too lockstep/focused on finding one approach with Wayfair.  We would appreciate any ideas you have on how we could get the concept networked to further develop it or to make a go/no-go decision.

 

 

Thanks again for meeting.  I hope we can stay connected.  Let me know how you’re doing and if there’s anything I can help you with.

 

 

More soon,

 

-Mike

 

 

More thoughts for Pebblestorm:

 

 

“Don’t do it full time” – After some anecdotes I think I better understand what you mean.  Depending on the phase of the startup, it is important to focus to the correct degree on the strategy – the planning for expanding and accreting value in the business – vs. tactics and other day-to-day operational activities.  So for the following scenarios:

 

            Concept development:  Network your concept and develop it.  Don’t just focus on reducing it to practice. (Yes I need to take my own advice here).

 

            Operational business:  In your business operations, make time to focus on the next step for the business.  There will always be pressure to react to day-to-day problems.  Make sure to capitalize to focus on the next step.

 

 

“You are what you say” – make sure people know what you’re looking for and working on in simple powerful messages.  To get a sense of what you need, look at your own experience and find others complementary to yours.

 

 

 

 

 

 

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From: aaron@rossmail.net

CC: caroldirck@yahoo.com

Subject: RE: Thanks Aaron 01-21-08

Date: Mon, 21 Jan 2008 14:09:55 -0800

 

 

And exactly, the "first level" is really just about letting yourself open up to new ideas and your own internal interests and passions.  That will take time, and it's really impossible to know how much.  It all depends on how serious you are about finding "your thing" or "unique genius" (as I wrote about in PebbleStorm).

I wouldn't worry about levels 2 or 3 yet...just know that if you can relax and open yourself up to yourself and your own interests, and if you can be patient, you'll get there. Easier said than done, right?  :)

That's why I believe in making it easier on yourself.  Trying out different projects without making any long-term commitments, and without doing them full-time, helps expose you to new things AND takes the time-pressure off.  Projects could be work, nonprofit, around the house...whatever.   Just be sure to reserve at least 20% of your working time, say Fridays, for anything besides "work" or consulting.  As much as you can avoid work that you're doing solely for the money.  Or if you do some work just for income, be sure to look at it ONLY as a source of income that is funding your next passion/interest-based business...not a future career. 

You can do it if you don't let yourself get sucked back onto the gerbil track, and feel free to reach out anytime!  Please do in fact, as you make progress.

Aaron

 

---

From:

Sent: Monday, January 21, 2008 1:58 PM

To: Aaron Ross

Cc: Carol Dirck

Subject: Thanks Aaron 01-21-08

 

Aaron..thank you...enjoyed our conversation last week( 01-15-08). While i am in transition, still trying to explore avenues/fields/situations and experiences that will provide more meaningful work, your comments and suggestions were appreciated. I guess i really do need to "experiment", yet my classical work history/upbringing/indoctrination makes it harder than it sounds. As you suggested, am probably going to look to find some meaningful projects/activities for self...and as you noted try to "open" myself. The 3 levels you spoke of in terms of timing seem distant ( level 1 -6months...Level2-12/18 and Level 3 24/36) but will pass quickly I'm sure. My biggest challenge now is visualizing where I see myself in 6/12 months..., much like your question on winning the Lotto...I can't at this point give a concise clear answer....so, opening myself up is porbably a good starting point.

 

Thanks for pointing me towards the PebbleStorm wiki site..some very interesting stuff. Again, thank you for your time and hope we can connect again.

 

PS..thanks for the intro Carol

 

 

 

 

 

 

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Aaron's notes:

-trust trust trust

-Forget time (how can you remove time from your head?).  Semler " The key to getting work done on time is to stop wearing a watch."

-Focus on inherent interests and passions / Pebbleranking

-Customer trust is everything

-Plant seeds and focus your energy on improving an environment that encourages them to grow

-There will be a natural rhythym...go with it. Any extra effort to speed it up will either be a waste of energy or could set you back

- 80/20 rule (and decluttering)

 

 

---

 

Conversation with Klia 3/14/08

Situation

* She called to find out about how to get help with VisitYourself - programs, hiring people, etc. 

* Feeling stressed/anxiety

* Some biz improvement, but still erratic/not sustainable yet

* Had looked at getting some side income a few months ago, but then more biz came in

* Sees more stress in the future: more clients = more admin work = more anxiety

* Thinks she needs help, that she can't do it alone (too much admin, esp trying to get all the little tasks done on time, like scheduling, contracts)

 

Suggestions:

* Range of deals is $500-$3000

* She has some collaborators on some projects, and she argues with them - she thinks they should charge more.  This is a big source of wasted energy and time (the arguing).

* Klia creates mental blocks for herself

* What are the top two sources of frustration?  1. Scheduling is a big one.

>> Ideas:

    + First, before trying to hire help to deal with admin...can you eliminate unnecessary work?  Reduce the extraneous workload.

       - Ex: with contracts, look into what is most time-consuming, and how you can eliminate it.  Every contract is customized; can she standardize some?

 

    + Where else can she standardize to reduce custom work?

    + First try to eliminate unnecessary work, then automate what's left, then look into outsourcing.

    + Try Freshbooks for invoicing, Timebridge for scheduling,

    + 80/20 rule - focus on where your main results come (top 20% of your work is 16x more productive than the other stuff)

    + Describe your "Ideal Customer Profile"

    + Practice "Frustration Awareness / Awareness Practice"...what are the little things that irritate you during the day?  Can you rank them, then start picking them off one-by-one and find ways to eliminate/automate/outsource them?

    + "What Works Awareness"... 

        1. what works to generate results?  (money, fun, freedom)  how can you do more of it?  

        2. what doesn't lead to results, how can you do less of it?

 

 

 

 ============================================================

 

Klia Bassing email a month later / 4.19.08

 

Also, I can now report what stuck with me from our last conversation and how it shifted things...

• (i) Eliminate (ii) Automate (iii) Outsource (rather than turning to outsourcing first)
• 80/20 rule - I know you didn't make this up, but it's something that I've really been noticing ever since
• keep track of what's annoying - besides feeling like an empowering thing to do by creating the possibility that doing annoying things is a choice rather than an obligation, I've noticed the following annoyances:
  • scheduling classes and instructors (I've not taken steps to shift this or use online scheduling technology)
  • internal promo of meditation classes within organizations (i.e., getting actual staff to sign up when there's not already someone in the organization who takes on internal promo).
    • Either having an internal marketing person and/or a minimum fee is absolutely critical to success and I need to assess potential client organizations along these lines...or it's just not worth it to offer services to an organization
    • After hearing a bit on the radio about the new technology offered by www.thepoint.com, which can charge people money only when there's a critical mass, I realized that I could leverage that to decrease annoying internal promo at organizations that simply won't pay a minimum fee nor have an employee do internal promo. I plan to start using this by setting a date for classes and letting people sign themselves up and know that it won't take place if there's not a minimum number--which would encourage them to do word-of-mouth.
• get clear on what makes lucrative clients lucrative - this also led to my realization about needing a minimum fee and/or internal promo person
• standardizing prices to cut down on negotiation work - haven't taken action here yet, but it's a great idea and stuck with me

Hope you're super-well.