Jul 28th, 2020
You can't rush history. Hey guys, welcome to another episode of the Sell Your Service Show. I am your host, Mike Killen. I'm kind of enjoying these podcasts, I'm enjoying toning it down a little bit. on camera, I'm really animated.
And frankly, it's exhausting.
The below is a transcript which is why there might be some weird sentences!
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So I'm liking this, this is this is a good format. Wherever you're listening, you're driving in your car, chilling out, doing some work. Sometimes I listen to this kind of stuff when I'm working out. But today I want to talk about the phenomena that you can't rush history.
So this has been sparked by a couple of things that I've seen on good old Facebook and on the internet.
Starting a business challenge. how I'm going to start a business and I'm going to take 30 days to start a new business or, I'm thinking of quitting and starting again.
I want you to cast your mind forward.
Think where you could be in five years’ time. Personally, I really struggle with these types of exercises. I really struggle with thinking forward five years. I know that a lot of entrepreneurs and a lot of very famous entrepreneurs and Influencers, I suppose, media personalities
They say, you need to have a vision for three years or five years for 10 years. And I suppose to an extent that that's true for myself, I have something like that. I think we all do. I think we have an idea of what we'd want to where we'd want to be maybe in five years or 10 years time but maybe you don't and, and I'm going to say right now for the time being, that's fine.
Because if you think forward to five years time and you think “I'll just be glad if I'm still here”. This has been a rough year. Time recording 2020 end of July coming into August 2020. It's been a rough year already. It's been a rough year for a lot of people.
And you might be thinking, in five years time, I'd be glad to keep going, just keep doing what I'm doing.
You might think that in five years time, you'll be glad. If things are better, maybe right now, things are hard.
You have to grind every day. It's hard work. I know that.
I know exactly what it's like to essentially strive every day, and perhaps not really feel like going anywhere. We all feel that we all feel that frustration with the lack of progress, and we see so many people accelerating ahead of us.
And I suppose this is a bit off the back of last week's talk where I talked about the Fresh Start fallacy, or as I call it, the false start, or the false start fallacy. And there's this tendency to want to start again.
To kick started all start with a clean plate. And that might be the attractive option to you right now you might be looking at your business thinking, I've been doing this for a long time. I'm tired, I'm exhausted, I'm grinding away, nothing seems to be getting easier. Nothing seems to be getting better.
And you might think, well, what else is there for me to do? Maybe starting again is the only option that I've got left.
So if you think forward to five years time, presuming
that you're going to stay where you are, stay in your current business.
You are building up without doubt, the single most valuable asset that any business owner could ever have. And that is history.
if you're a little bit older
than I am, and so at the time again, time recording, I'm 33
And just speaking purely objective Lee, I think a lot of people have looked at me and thought Mike's, successful for his age was, very young, especially when I started and I look back and I see 22 year olds and 23 years, I'm like, geez, I've got a colleague of mine cam, when I met him, he was early 20s. And he's just knocking it out of the park everything single day, just smashing it.
And you might look at people like younger than you business owners and think are to have youth again, or to have that chance or, I wish, I wish I had those opportunities when I was younger. And I want to reassure every single person listening today that you are building up history, if you're coming to the table with experience
that is worth 100 times more than a lot of the energy and enthusiasm that youth and frankly, naivety can bring now
Youth and naivety are extremely valuable. They're very important. when we start a business, a lot of the time we don't, we don't want to know truly how hard it's going to be, we need to be naive. And there is that energy that young people bring to a business. But
I used to see this a lot in the kitchens when I was working in kitchens is you'd have a kind of young upstart and at the time, I would only be 2021 so I wouldn't be near their age. But looking back now you see a 25 year old and you think, man, that guy? Wow, can't believe how old that must be when you're 25 when you're 1819 It seems miles away. And looking back now like 25 cars Damn, you didn't know anything. You were a baby.
No offense to the 25 year old 25 year olds out there I mean, according to my my demographics that that's not who listens to me. But if you are that young, you have tons of advantages, but the reality is, you are missing one key component which is
experience, which is history, and you can't rush history, you can't manufacture history. There's nothing you can do,
other than to stick with what you're doing and to keep doing what you're doing.
There's certainly an element of,
I'm going to be pretty ugly, pretty brutally honest. There's a big swathe of middle aged men at the moment starting their own business or starting their own consultancies. And my my stepfather,
Chris, who, unfortunately passed away very suddenly earlier this year, but he he always taught me something really interesting. He was a bank manager, and he got out just before all of the kind of crazy stuff happened around 2008 when banks would default In fact, he got up before them, but he got out before like a really big financial global financial crisis happen because he could see it coming. And he said, I don't want this for my family. I think
morally, what we're doing. So he pretty much cut and dried. And he he took us down to the down to the southwest.
he said he was constantly finding guys around the age of 4550, who would then start up a consultancy. And again, if you're doing that if you are a 4550 year old man, you're stone consultancy. That's not the problem. The problem is I'll come to in a second. He would say, they would come to him asking for a loan. And they say, Look, I've got 20 years experience doing whatever it was tech management, financial management, management consulting, and he would always turn around and say the same thing. And at the time, I never really understood it. And I kind of understand where he's coming from. Now. He would say, you haven't got 20 years experience. You've got one year's experience 20 times. Yes, you've progressed through your career, but you haven't grown anything you haven't truly
And that was always fascinating to me because again, it was kind of this concept of where you can't rush history.
You can either do the same thing over and over and over. Or you can keep starting again.
colleague of mine,
she runs a business that sells and buys other businesses she doesn't she basically doesn't write a check for less than 20 million, right? She's,
it's crazy. The numbers that she deals with.
One of her biggest problems is essentially building trust within the trust and value and a brand, I suppose in the broadest possible sense. in the marketplace. People don't know who she is, and those who do know who she is. don't necessarily know that she's an expert, and she is, but she has to build that authority.
And the problem is, there's no way to fast track that, she's just going to have to stick it out and build authority. And the easiest way to do that the most logical way to do that is to keep doing what you're doing. Henry Ford used to say you can't build
a reputation on intentions, you can't build a reputation on intentions.
Unless you are delivering on those promises, you don't add to your reputation. I think a lot of people fall into the format of thinking Well,
our intention is to be a global leader in eco friendly products or our intention is to be the biggest youtuber in the world. Great. You have to consistently do that every single day and keep building on it.
So there is a blend. I'm throwing a lot at you here. I apologize for that. There's a blend between starting again.
There's a blend between making sure you're not just
repeating yourself year in year out, and growth is uncomfortable. if you remember to be a teenager, how just how awkward and frustrating and uncomfortable the whole process is your body aches, because your bones are changing, your muscles are growing and developing.
growth and change are
violent acts of sheer will, they don't happen just because. They happen suddenly they happen explosively they happen because of sheer determination to get through and to push on to that next level. I often use the mountain analogy.
And I suppose the point of what I'm trying to get across here with
you can't rush history is if you're not feeling that you're growing. If you're feeling frustrated with where you are starting again, sure as hell is not going to get you there.
quicker. As I mentioned, I often use the mountain analogy
you've got a load of people stood at the bottom of the mountain and they know at the top of that mountain them's there's riches, right?
There’s gold in them hills. And
you start at the bottom and everyone tries to climb to the top of the mountain somebody was sprinting up some people walking up
and you along with a few other people decide actually we're going to we're going to carve steps into the side of this mountain. We're going to find a rocky outcrop
start breaking through pickaxe. And if anyone's ever done this, and I have it's it's back breaking. It is truly back breaking labor. Breaking through rock is just exhausting, especially manually.
But you carve that first step and everyone
has long gone by this point, everyone else is long gone. And you might even have someone with you on your team in your business. Who wants to do this with you? And they get excited. They're pumped up great.
Day one, smash out two or three ledges,
two or three steps in Great. Okay, cool. Let's call it a night. And it's not even it's not even your height yet. it's not even your height. And that's exhausting to do all of that work and you just simply haven't really got that far. That's exhausting. And then day two, you wake up early. Have yourself a hearty breakfast
and you start carving. On day two, you will start to see people coming down the mountain. You will start to see people go whoa.
That was tougher than I thought I couldn't make it up there.
What the hell? What the hell are you doing? Why do you always
Well, yeah, where are you going? Oh my god, it's too much work can't be bothered. And they'll happily just for the rest of their lives stick around the bottom of the mountain.
Next year, they might go off, try to climb another mountain. That's what I'm talking about. When I say you haven't got 20 years experience, you've got one year's experience 20 times.
Don't confuse the two.
And day three, you call a few more steps. Now it's above your height right now you think, okay, we're getting somewhere. That's a milestone there. And you keep going. day three, day four day 10 day 20 day 30. You've been doing it a month.
you're certainly you're way off the ground. Now some days are harder than others. But you say every single day minimum we're going to do three steps. We have called three steps into the side of the mountain.
But it's back breaking. And then eventually you come across
people on the SAT there on the side of the hill. And you've been doing this, 60 days, 90 days, that's only three months.
Which can seem like an eternity when you're doing that kind of work.
You keep going, you keep going. And eventually you're going to come across people sat on the side of the mountain, and they're going to say, now we're going to stick it out here. We're going to stay here. We like it here. This is fine. We're fine with this. We never really wanted to reach the top, we would never really want it to get there.
Have you had people start with you not necessarily in your business, but start the same process. They'll eventually drop off. They'll eventually fall away. I can't be this is this is difficult. And I've heard this this other mountain over the other way over yonder, where you can carve steps in you can carve five in at a time
Or it's easier, it's less shallow, it's less tall, there's more riches at the top, whatever.
And you'll as you keep climbing, eventually, those people who are with you in your business, they're going to falter. Now it's up to them whether they stick with you or not. And obviously, that's down to your relationship of how far you can push them, but they're going to quit. They're going to want to quit. Certainly.
It's estimated that when you're about 30%, done when you when you're thinking of quitting, you're actually only 30% of the way exhausted.
Something they teach you in the Royal Marines, not that I am a Royal Marine, but lives Liv’s father is a Royal Marine.
When your body says you're done, you're only 30% done, you've still got 70% left in your capacity.
And it's exhausting keeping doing the same thing for
writing blog content, producing podcasts writing books, networking, sales, pitches, training, rewriting your pitch, rewriting your niche statement, creating new products working with customers.
And it's not even doing stuff that's fresh. I would say for the past four months, probably during the whole of lockdown. I haven't really done too much new stuff. I've been grinding away on the stuff that I No need adding to. I've been carving steps, writing content, shooting videos, recording, podcasts, recording trainings, I haven't done anything new.
And you'll keep going and you'll keep going. And eventually you're going to get there
and it could take years and a lot of people want the benefit
of five years worth of hard work.
Okay, I need the other day.
I have no idea. I've got no idea what my mum and brother talk about. I love them both to pieces, but they've got they've got quite a special relationship between the two of them. And
Sam, Sam, my younger brother said, I really wish I had Mike's legs, which is a weird thing to say. But whatever he said that. My mom was like, Well, that's because he, does he works out every day. And Sam's like, Yeah, I don't know if I can be bothered with that. People want. I mean, who's heard this same before, people want ABS but they don't want to go to the gym.
Everyone wants the benefits of five years of hard work.
But they don't want the work.
And technically, abs they're making the kitchen more than the gym but you get the point.
Everyone wants to benefit of being at the top of the mountain, but they don't want to climb them.
Mountain and the truth
very much that that stoic level is it Ryan Holiday Ryan Holiday. The obstacle is the way. it's the path of carving the steps up to the top of the mountain that ends up being the true reward. Yes, the benefits of being up there are,
fame, recognition, authority, affiliation, status, wealth, maybe health, but actually the steps you took to get there, that is the true value that comes out of it. That's the history. You can't rush it.
You cannot force that.
Another example, I talked about it recently. I think in an email, if I wanted to be known
as the guy who throws a stone off a bridge into a river that
My thing they go, Mike Killen, Isn't he the guy who throw stones off of off of bridges into rivers. I know it's just stick with me here.
Am I killing? Yeah, he's that guy who throw stones off of a bridge into a river. And it's the it's the same time every day, it's 1pm every day,
I would have to go to that same bridge, pick up a stone, throw it into the river, every single day, I would have to do that for hundreds of days, maybe even thousands before I became known for that thing.
I couldn't just walk up there with a bucket of 1000 stones and just stand there for a day throwing them. Because at the end of that they go Well, that was a weird thing to see for a day, but that would fade out of time out of memory.
I can't skip a few days, and then throw three in and then skip a couple more than two and then do three in a row and then skip five and then throw five in. It's got to be consistent.
You can't build a reputation on intentions. You can't build a reputation on promises. Your reputation is built on the actions that you take every single day. You can't repeat sorry, you can't rush history.
But everyone wants the benefit of it. So thinking forward to your business.
Thinking forward five years.
What are you going to have built up over five years time?
What are you going to have repeatedly done? Every single day? For five years? What is that 1500 days, more?
Almost 2000 days,
having done something like that, every single day
by 1800 days
can't rush that. You cannot you can't falsify that. It only comes with time. But it only also comes with sheer force of will, through being the only person who says I'm going to stick with this and keep doing it. And this is why
it would have to, it would have to be pretty extraordinary circumstances for me to start my business again, or to start any business. Again. I certainly liked starting a business, but that actually the problem is it's too attractive and it's too appealing to start a new business to wipe it all away, and to start from scratch.
We love the idea of a clean slate. We love the idea of starting afresh
but it would be
would have to be truly active.
extraordinary circumstances for me to say sell your service has got to fold.
I've got to do something different, because I'm starting from the bottom of the mountain again.
And I'd rather take
the authority and the content. And that's not to say I don't think about it. Of course I do.
Only this morning I woke up and I was tired, groggy. I was obviously dehydrated.
I went downstairs and force myself to do some work to do to do a workout.
I just, I'm tired, man, I can't be doing this right now. But that's the point. When your body says you're done, you're only 30% done. You've still got so much left to offer and one of the advantages of doing this
Same thing to climb that mountain to get up to the top of the mountain. And there's a huge difference right let's let's cover this up. There's an enormous difference by the way of carving one step into the side of the mountain every single day or three or whatever analogy you want to use, right? To get to the top of the mountain producing one blog post producing three blog posts producing a blog post and a video, interacting your Facebook group, whatever, the same things over and over and over
to the same audience
with the same messages,
we value we overvalue novelty, but instead saying no, I'm going to I'm going to keep repeating myself. I'm going to keep saying the same thing over and over and over. It's only recently that people have started truly understanding what I do. Only the other day I had someone say look man in this space, with marketing funnels and the web services, you are top of the sales ladder.
You understand the sales process. 2015 is when I started producing content, it's taken five years for someone to turn around and go, Oh, yeah. Mike Killen is in terms of sales specifically for Web and Digital, and even then they didn't specifically say marketing funnels, which is fine.
So during this habit, repeating the same message sticking to your guns, and building that value to the top of the mountain.
That is five years experience four years experience 10 years experience, quitting.
Quitting building steps, carving steps, quitting that business, starting again, starting a new business, rebranding, changing your business name, all of that kind of shit. starting from scratch, and starting again, that if you did that for another year, that's one year's experience.
If you then quit that, go back to the bottom. That's an another one year experience.
But funnily enough, I'm just trying to have an open conversation here. And I'd be I'd be fascinated to hear your your, your thoughts on this. Email me, Michael is cellular service codit. UK, hit me up in the Facebook group. If you're not a member already, I think it's facebook.com forward slash groups forward slash SBS mastermind, but if you just go to sell your service code at UK, forward slash Facebook that takes you there,
or the sell your service show, calm the website.
I'd love to hear your thoughts on this.
And then you have people in a job who do basically the same job day in day out, but they're not building any assets.
They're not building growth, really.
They're just doing the same thing. In fact, if anything, they're closer to being the blog post.
than the writer.
Whereas if you're if you're the entrepreneur, if you're the business owner, if you're building the business, you have an opportunity to do the same things over and over and over and over and over
to reach the top of that mountain and yet other people are going to call you insane. Other people are going to call you nuts. the definition of insanity is doing the same thing over and over and over and expecting a different result. Yeah, maybe.
Maybe I am insane. Maybe I am a little bit mad. Fine, but the conviction that I'm going to stick with this and there are days when you're not going to love your niche. Some of the good emails I get man.
I'm like, What the hell are you I'm just I I struggle.
Every It's not like I think well committing means I found something I love to do every single day. Not true.
His days right?
I'm not in love with my business. There's days where I'm not in love with my audience.
I think maybe one of the strongest lessons I've learned from my mother, or my mom is
it's not about loving them every single day. My mom said something really interesting to me. She said
it's not even about love said, you will always love your children. You don't always like everything they do.
And it's kind of the same. I am in love with my business, but it doesn't mean I like every aspect of it. I love my audience, but I don't like every single aspect of them all the time. Hell there's some people in my audience who I just plain don't like
there's people in my audience who I would
do absolutely anything for. Chances are if you're listening to this, you're one of them.
commitment. And that's what it means. Right? The commitment is through that
animosity. It's, it's through that dislike, it's pushing past that knowing that will pass this feeling of hating it or struggling with it will pass.
It's not forever.
At some point, things will get easier. And they do. Karl Meltzer
who ran the Appalachian Trail. For those who don't know what that is. It's basically a mountain range in America. It's something mental like
2000 miles or let me let me find out how to
it's on the the name of the film is
made to be broken. I think it's on Red Bull TV, so red bull.us or Red Bull calm and it's a 2001
100 mile run, or walk right, and people take six or seven months a year to walk it. people take a full year long sabbatical to walk it. And he ran it in 45 days, which is again, something insane. It was like three marathons every single day for marathons every single day. And he said, he doesn't love every single step. He doesn't like every single step.
But the commitment to the goal, the commitment to the result is something he has to walk through. He can't rush that.
And in his his mind, he just runs eight miles at a time. That's what he does in his head, and his first eight miles and then the next eight miles, the next eight miles and the next eight miles, doing that for 45 days straight. It's a fascinating film by the way.
Karl Meltzer, Made to be broken on Red Bull TV.
Be redbull.com or whatever.
Because I think he fails the first time. Even if you're not into running.
It's a very good insight into how something like that only happens with a team perspective. It's a team goal. It's a team sport, running by yourself, because he has a support team and stuff.
motion of consistently moving forward, you can't rush that. But the benefits that come with it and I've talked about this in my book, universe, fuel, eventually
it each thing you do each blog post you write each video you create, if you stick to the message, if you allow yourself to be repetitive
eventually it will give back to you more than all of the previous results combined. And I know that
We have videos now that are out there that,
are responsible for 20% 50% of the traffic, the views or whatever.
It's about continuing to move forward and continuing to grind. And it's a ballache. And I certainly don't like the hustle and grind mentality or the hustle and grind culture.
But there's a lot to be said for getting up.
Putting your trousers on one leg at a time.
Getting to work and doing it and committing to it.
And saying, yep, today, all I'm going to do is just one step at all I got to do and I've done it great next step, and the first step is going to be and this is this is the
the Dunning Kruger effect, right you have the trough of despair.
The first few things like this is really difficult.
This is hard work. I don't really get it, but I'm going to engage with it. I'm going to commit to it. Great. The second one. Yeah, I understand why people say this is a grind now. And this is the same for going to the gym, changing your eating habits, changing your lifestyle, saving money, quitting smoking anything. The first few days you think, okay, I can do this. It's hard work, but I can do this. And eventually, you start to think man, the juice is not worth the squeeze my life was actually kind of okay. without pushing forward.
I was I was fine. truth be told, I really don't need this and you're going to hear that from a lot of people coming back down the mountain. You're going to hear that from a lot of people, people saying what, I think I'm being greedy. It's very easy for people to put the spin of bullshit
tissue thin morality like greed on top of something when when the quitting that always always fascinating to me. know people say you
I never really needed to get to the top of the mountain. I don't want to be greedy. All right, and that just so happens to coincide with you quitting, right?
I'm a firm believer that you can really understand what people's goals are and who they are just by examining where they are in life.
I don't believe that the past affects who we are at all. I know this is going to be super controversial, but I don't believe in anything. I don't believe in trauma. Personally, I believe bad things happen, but it's the intention and the meaning we apply to those bad things.
But if you want to see what someone's future is going to be like, look at where they are. Now.
If you see someone walking down the mountain, and saying I quit, it's not because they had a sudden turn of heart on morality. It's because they never wanted to get there in the first place.
They don't truly want it.
And they'll do everything they can to make sure that you also don't want it.
misery loves company
and they would
love nothing more
than to say to you, yes, I told you so isn't this better and you happier settling, stopping?
And then you're going to have people get mad at you. You're going to have people get angry. And so it's come on enough's enough. All right. You've had your fun. You've been doing this for a few years. Right? It's not really, a few years. Do Samuel Jackson, Samuel L. Jackson, the actor.
Not Laurence Fishburne, Samuel Jackson. Later 43 his eight year old daughter found him passed out. I think he was overdosing I can't quite remember. But from heroin as a heroin addict.
and he said, to have my eight year old daughter discover me I think she called the police is just it's harrowing and obviously shook him out
at the time
Speaking completely objectively, despite the fact that Nick Fury might be the best Marvel character, maybe, certainly in the films.
But I'd have looked at that. And I said, You're a goddamn heroin addict. You need to get your act together. I completely believe that you can do but right now you need to get your act together. So many people in his position would start say, No, I've given up as a fresh start, I've changed. I've changed. I'm a changed person, I'm going to change I'm going to stop. He then had to work for another three years before he found his first acting gig.
And then continue to work at Morgan Freeman was the same. He wasn't a heroin addict. But he had to work for decades before he achieved recognition.
The truth is, is when you stick to something for longer than other people could even conceive as not just sensible, but like, bordering on sane.
highlight that they are not willing to put in the work. And you'll make it very uncomfortable for them. And they'll do anything they can. They'll get angry with you.
They'll get frustrated with you. They'll call you names. They'll threaten to leave you. They'll threaten you personally and say, Look, give it up. It's enough. You're done.
You got it. I'm not even close to the top, man. I've got to keep going. I've got to keep building this. I got to keep writing, publishing, producing, making creating, networking, speaking, pitching.
I got to keep training people finding people growing things.
I've got to keep doing it. You've got to keep going.
starting again, starting from scratch. It's cancer to your business.
It's appealing, certainly, but it's cancer.
You've got to keep going. You can't rush history. The benefits
Come with 5, 6, 7, 8, 9, 10, 15, 20 years experience only come when you commit to it for that long.
No one wants someone who's run five businesses for a year
to go forward.
Anyone can do that anyone could do the first year of business. It's easy. It's fun. you have no money. You tell me we start a new business. Everyone tech gives you some slack.
Those new startup deals and stuff.
got fewer responsibilities is cheaper,
because you've only got 100 contacts. So your CRM isn't that big.
$250 a month at the moment, and that's I'm nothing. I'm on the lower end of the spectrum.
In terms of the size of our CRM, I'm like, that's like chicken feed to some guys.
But immediately overnight, I could just sack all that off.
Quit completely eliminate myself.
all those costs,
because you'd be starting again, it's easier. And it's easier going from zero to 100. That's That's easy. Going from 100 to 1000. That is a hell of a grind. That's real hard work. Going from 1000 to 10,000.
well, people say that the first hundred of the hardest. The first hundred was easier than was harder than the first thousand first thousand was hard in the first 10,000.
I certainly understand where they're coming from. But I think most people quit.
Just after the zero to hundred range. They've been doing it for a year, they've grown their first hundred, whatever subscribers, followers, email list members, customers, whatever, and then they give up then they quit and they sack it off.
Even though maybe they're wrong.
But maybe it's only a little bit easier.
And they can't be bothered to do essentially the same amount of work again,
to do it again.
One last point.
We've mentioned this already, repetition is key.
If you want to be known as the person who throws the stone off a bridge into the water, you better goddamn do that every single day, the same time and become a reliable moment that happens every single day, a reliable moment on that bridge.
You can't rush that you can't rush that kind of history.
You can't say that you want to be something and then be it. And I think that's a big problem with a lot of the younger people coming up today is they say, Well, I want to be this thing. I want to be this artist or I want to be this influence or I want to be this business owner, but they're not willing to grind it out. And as soon as the world turns around, says you
Yeah, great, fine, you got to fucking work for it though, they get really, they really want to work for it, I've kind of always just been handed in the past.
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