By the Ocean
Sunny 73 Degrees
7:51 a.m.
It’s hard to believe in alchemy if you’ve never seen it.
A few years ago I started working with a guy who had a way for (miserable) dentists to repurpose their skills treating people with sleep apnea using oral appliances.
The details are complicated, but the bottom line is not. This path allowed a dentist to build a truly scalable business he could sell to any qualified buyer. (Dental practices can only be sold to other dentists, so this was a big deal.)
When we started working together, the name he had for the offering was Dental Sleep Masters or something like that. Completely forgettable. The pitch was basically, “come to the training.”
Even worse, he was offering something WAY out of the box for the average dentist. “Is this legal?” was a common question.
So he had an innovative product with a name with no energy being sold to extremely logical, detail-oriented, somewhat fearful people who didn’t want to do anything too “crazy.” That’s where we started.
I came up with something better. Something called the “Dental Sleep MBA.” A new style of advanced education program for dentists who wanted true financial success and freedom. You had to apply. It was a process.
This was a package that was familiar enough to be accepted but still different enough to get noticed.
This is how you can completely reinvent a business simply by wrapping it in a new and more compelling package. It’s real life alchemy where you create VALUE FROM THE INVISIBLE.
From there we sold many millions of dollars of the product.
You can do this same process with your own business. You can reinvent it on your own or with help. In fact, it’s a smart idea to do it on a regular basis.
Why? Because we are trained by the Matrix to be our own worst enemy. Who needs competition when you’ve got that voice in your head telling you that you suck!
When you reinvent the way you show up, you can upgrade your view of YOU at the very same time. The world is waiting for what you have. But it is looking for the right package to show up so it knows that YOU ARE THE ONE to choose.
You don’t have to change YOU to succeed, but many times you DO have to fiddle with how you present yourself to the world before they will really start paying attention.