CXFormula Customer Experience Formula

Customer Focused Storytelling: The Profit-Driving Sales Strategy with Jason Friedman

Forget features and benefits! This episode unlocks the secret weapon of exploding sales: customer-focused storytelling. Join Jason Friedman, a storytelling powerhouse and CEO of CXFormula, LLC, as he reveals how to craft narratives that resonate deeply with your ideal customer. Learn how to tap into their desires, address their pain points, and guide them on a journey of transformation – all through the power of story. Discover how to ditch generic sales pitches and ignite genuine connections that lead to higher profits, increased sales, and a community of raving fans. This episode is packed with actionable storytelling techniques you can implement today to watch your business soar.

Customer-Focused Storytelling: The Profit-Driving Sales Strategy With Jason Friedman
Welcome to this moment in time when you get to chill out tune in and extract wisdom you could use to grow your business with your first 1,000 clients. If you’re a coach, you’re going to love what I have for you today. It’s my own software platform called Client Folio and has helped hundreds of coaches save time on admin and get better results for their clients while generating powerful client testimonials for the amazing work that you’re doing. How? By tracking accountability and holding clients to it.

No other platform provides you with the power to access a library of custom accountability questions and then places to control your clients’ hands to keep track of their most critical stats and goals. With Client Folio, you could do all of that and more including perfect session homework, client reports, and everything you can imagine including reminders. Want to give it a try? How about a dollar? Why don’t you go to Client Folio? That’s and give it a spin. Now on to my amazing guest in his incredible story. I am very excited to welcome our guests.

A former theater enthusiast who’s now a Serial Entrepreneur and Coach dedicated to helping entrepreneurs and small business owners grow and scale their businesses. That sounds a lot like what I do. Wait a minute, what’s going on here? Without flair for the dramatic and master of storytelling, he founded and exited just five successful companies. Now as CEO of CX Formula, he’s teaching businesses how to captivate their audience using his proprietary kinetic customer formula. Now, I am very excited about hearing him describe all of this.

He’s also at the helm of spotlight brand services guiding eCommerce brands to success on Amazon and beyond. Now, join us as we dive into the insights of a leader whose strategies have earned him accolades like Ernst & Young’s Entrepreneur of the Year and propelled multiple companies to the top of the Inc. 5000 list. Welcome, Jason Friedman, to the show.

Thanks for having me. I’m excited to be here with you.

After what? Six years? Yeah. Every six years, we try. I’m kidding. We’ve hardly ever had anyone come back. Why? It’s because we have so many people we want to talk to and we have only really done about 400 interviews and we still have a lot more to go.

I appreciate being part of that very special group. I’m excited here.

Start At Theater

My pleasure, Jason. More importantly, Jason is a leader in every way, and that’s another reason why I’m excited to have him today. Jason, let’s go back to the beginning. You said something about being in the theater in your intro. Tell me more about how all this started for you.

As a young boy, I went to summer camp and got struck by the theater bug. A buddy of mine was auditioning for a show. I went there for moral support and found myself in the back helping out the guy building the set and playing with lights and the sound. My friend, Bill, got into the show and I got onto the stage crew and one thing led to another. Years later, I ended up going to college to be a lighting designer and technical director for theater. Went on to tour with some music groups like Rush, Flee with Mac, and Peter Gabriel.

Then went on to do some more legit theater shows with Man of La Mancha, Jesus Christ Superstar, Fiddler on the Roof, and Mitch. The equal sign of all of that was it was like a Mr. Miyagi wax on wax off experience. All through doing this my whole life, I kind of grew up with this unbelievable training that I didn’t know what it was teaching me and one day I learned.

What it was was I understood about an audience. I understood about customers who are distracted, have crazy lives, and have crazy days. They come to the theater and they forget about everything. They tune in. They get engaged. They have a transformation because everything that’s happening on stage is designed to help them have that transformation. It’s designed for them. We use all the senses, the sights, smells, texture, taste touch, and everything to try and move them in some way. I got a real dose of how to do that over 20 years. That’s what I learned. That’s my that’s my journey.

Everything that’s happening on stage is designed to help the audience have a transformation.

I think it was the lead guitar player for Lynyrd Skynyrd many years ago was confronted by a journalist who said, “Actually, your music isn’t very good,” and his response was, “I don’t really care what you think because the people who come see me they get to forget the problems for two solid hours and I think that’s where the price of admission.”

That’s why I love to go, not that I’m sitting around thinking about my problems in general, but I just love to be transported in the theater environment. I think I told you I go to concerts all the time, going tonight, and I go sometimes two or three times a month because the venues are so close to me because they’re always a celebration. They’re very special. They’re just great and I don’t need expensive seats either sometimes I’m in the back. What I love is the immersion. I love the energy of the crowd and of course, I love the music as well. You’ve obviously learned a lot about this. Help me understand how this applies to coaching or other coaches or coaching programs. Give me a feel for the translation of this.


Yeah. My first business when I left the theater if you will, was helping, at the time, businesses mostly retailers and entertainment-type venues create an intentionally designed experience for their customers. How do we bring that amazing experience that people have when they go to the theater they go to the rock concerts into the store into the company into the fundraising efforts of a university or a hospital or Healthcare institution. How do we start to take the customer audience and bring them on a journey? Where they get bigger results.

Where they engage more. They buy more products and services. They leave more positive feedback and reviews. I built a business doing that. We ultimately ended up doing nine figures in sales over the duration. Sold that business and I helped Fortune 1,000 entrepreneurial businesses. You name it of all shapes and sizes do that. Fade out, fade in after my non-compete expired after I sold that business, I started CX Formula and I’ve been working with only entrepreneurial small business coaches, authors, and speakers.

You name it. Online marketers, whatever whoever it happens to be in that space. Understand how to grow and scale their business by focusing on the way that they show up for their customers. The way they help their customers get results. The way they support their customers. I’m sure you’ve seen this, as well as all the gurus out there. Everyone’s showing you how to get more people to your business. Right? What I found is we spend so much of our energy on strangers and trying to turn our strangers into customers.

Once they become customers, we don’t focus as much on how to help them get massive results. How to help them have success. What we’ve uncovered over the years and kind of what perfected at this point is a methodology that helps you figure out how to obsess over creating value for your customers. That in turn gets more customers feeds the funnel makes all the money you spend bringing people into your business actually have bigger better results as a compounding effect.

Your First Thousand Clients | Jason Friedman | Customer-Focused Storytelling


Customer-Focused Storytelling: We spend so much of our energy on strangers and trying to turn them into customers. Once they become customers, we don’t focus as much on how to help them get massive results.

Let me see if I understand this. There are a lot of companies out there that have sort of perfected the launch model if you will. They have the tech. They have the webinar scripts. They have Facebook ads and templates. Basically, they’ve done it over and over and over again and the average coach who says, “Well I’d like to grow my business,” might go to one of those people and say, “Okay, here’s a pile of money. Help me set this up so customers will say yes, come to my door knock on my door and I get to enroll them.” That’s not what you do. Is that right?


What you do begins at the process when they have the customer signed up and committed to working with either that coach or in that program. Is that right?

I wouldn’t say that. Our work begins before they even know about your business actually, but our focus is really on making sure that once they do become your customer, they have the most friction-free, smooth effortless experience that is enjoyable, that is pleasant, that is positive, that helps them get those results. If your customer bought your product bought your service had your coaching, right and they got to the end of that engagement and it was amazing. Everything that they wanted and then some right?

What would you want them to tell other people? We call this the ideal customer script. We talk about what that ideal testimony would be. We write it out with lots of detail, and juicy words, like where they started from the beginning. Where they ended. What are all the amazing moments along the way that they remember that were memorable for them? We engineer a journey that has the clues in place for the customers to have those authentic experiences so that they will feel the desire and almost the compulsion to share that story at the end. We don’t leave it to chance. It starts in the sales process more often than not because we start setting expectations and bringing people into that Journey.

I get that. I want to compare it to something that I’ve been doing a long time maybe not correctly and I could certainly learn from this experience with you. Normally what I do is before I start either a new program or a new client, that first thing after they say yes. By the way, I want to ask if I over-deliver in every way, would you be willing to leave me a video test and a short video testimonial?

Well, no one has ever said no. Everyone says yes, but they forget about that until the end of the engagement. That’s one I remind them I said, “Remember you said yes that you would do this.” Then I send them the testimonial formula. I’m going to basically read that real quickly. State who you are. What do you do? Explain the problem you had when I showed up.

Explain how we started working together. Share how you felt when you watched as your new systems came to life. Share how I helped you solve the problem. Describe the end result in detail. Describe any feelings you had about your problem being solved with my help. If you like, a statement of endorsement. That’s what I normally do sure. How can I improve that?

That’s great. I’m not suggesting that that’s not what you do. I want you to actually write it from their perspective. What you just did is you just gave them a whole bunch of work to think about. What I want you to do before you even put them in that position is I want you to write it as what you think they would say. What you hope they would say. I want you to manifest it for them. Right? I want you to talk all woo, right but like I want you to literally figure out what they would say in the most Ideal world. Actually, throughout the journey.

You’re going to say, “Okay listen, like I know that right now, we’re going to go through this training this module,” and it’s going to be a little bit uncomfortable. It’s going to take some hard work, but on the other side of this I think you’re going to say, “Blah blah blah blah,” and I know that because every other client that’s been through this has said that buckle your seatbelt fasting in and it’s going to be amazing. You’re telling them like it’s going to be a little hard.

You’re giving them a little boost of momentum to get them through the rough patch. At the end of that, they’re probably in their head thinking, “Holy crap Mitch, you were right like this was hard, but I feel great,” and so now they have that moment. They’ve captured that memory in their journey. When they go to the end, they’re going to share that in that way because we’ve done it along the way. We’re not asking them at the end to retroactively go back and start thinking of all of it. We’re pulling it out throughout the journey if that makes sense.

Steps To Writing Your Script

Jason, this is a little bit of a mind-blown moment for me because everything I’ve done with the way I did it was half the job. I got half the job right. I pat myself on the back for that. I like what you’re doing so much better. Could we break it down into individual steps?

Yeah. Actually, I want to go back to one other thing that you said before we do. In the beginning, you said that if I over-deliver and every way. I want to come back to that because I don’t want you to over-deliver and every way, okay? I parked that before I forgot. We’ll come back to that maybe. When we’re writing that script, what I want you to do is I want you to think about going back to my theater. I want you to think about if you were like Matthew McConaughey and you were going to play your customer on stage. How do you get into character so that you understand them?

I want you to think about your customers and I want you to get in their shoes. When think about it. If I had to be my customers and speak the language that they speak. For breakfast, what they had for breakfast? Have the problems in my life that they have. Have the positive and the negatives and everything in between the chaos. I want you to get into character. While you’re in character, I want you to say what is it that you’re looking for when you found Mitch. Then I want you to say, “Okay great.

Think about your customers and get in their shoes.CLICK TO TWEET

Now, I’m feeling stressed. I’m feeling over I want to scale my business and I forever wanted to have a certification program right? I wanted to bring on certified consultants, but I’ve never done it. It overwhelms me. It’s confusing. It’s complex. I don’t know how to do it.” I want you to start there. You’re that customer and then you’re like, “Okay,” and so you found Mitch. “Well, I met Mitch and like all of a sudden, I started to see clarity out of chaos,” like he had this very specific plan for the first time it was organized in a way that I understood.

When he made an offer to me, I was like this is my guy I got to learn from it. I bought his program and instead of getting an email with like four billion bits of information when I first joined his course, he actually gave me exactly what I needed when I needed it. I didn’t feel overwhelmed even for a moment. It was amazing. What happened is over the next eight weeks or 10 weeks like every week it was like peeling onion like it was like a new layer of information came out in a way that I understood.

I felt so excited like I brought my team in like we were all so excited about what we were going to do that together we went through it. We are clockwork, we carved out all the time on our calendars. We showed up. We did the homework. We did everything exactly how he said. Everything he said would happen actually happened. It was unbelievable. Have you ever like had an experience where everything they said actually happened? If you have not checked out Mitch’s program, you have to because here we are 12 weeks after it’s over and we’ve already got five consultants signed up and we are just so excited about what the future holds. You can write that or whatever your version is, right?

Frankly, that was perfect. Here’s the question. Do I create that in advance of the program and share it with the members of the program? Maybe I’m getting ahead of myself here. Help me understand where, sequencing-wise, these steps come into play.

The answer is yes both right? I would share them with people and say listen my goal for you is that at the end of this program, this is how you feel. You feel belief. You feel a lack of like it’s we know it’s confusing. We’ve spent so much time and energy trying to make this simple. Here’s how it’s going to work for you right? You’re going to come in and blah blah. You tell them that upfront. You tell them what you want to happen and what you want them to say at the end.

Then throughout the course, you mile market for them. You put up a big post saying, “We’re here. This is what’s happening. This is what’s going to go,” and at the end, you check in with them. Like how did that feel? Are you excited? Like are you good like blah blah and you keep moving them through that and reminding them of those things. You’re giving them the words you want them to say, but you’re also giving them the experience that backs up those words. It’s not inauthentic, it is absolutely authentic.


Now, just listening to you for the last 10 minutes describe this process. I am so excited. I am more excited than I was before about launching my program. More importantly what I what I like about what you just did is the clarity of how to do it. Let’s go even deeper. Let’s say I’ve run a bunch of ads. I have a bunch of social media posts and all of a sudden now, much of this is pre-recorded already.

Most funnels go into the studio. You shoot your videos. Then our plan I think as I mentioned to you is we’re going to go live for 30 days before the beginning of the webinar every single day with the tip. Every day and another one to two-minute tip. Where do I start injecting your process? Is it in the before stage or is it at the very beginning of the webinar?

First of all, this is like one little piece of our process, right? This is one little piece of a much bigger process. It’s not overwhelming. It’s a very clear stage, but this is one piece. Let’s assume that your business has been in business for a little while and you’ve been doing this. All of those testimonials that people will actually give you because you helped them write them in the beginning. Those are the things that become your marketing in the front end.

Your First Thousand Clients | Jason Friedman | Customer-Focused Storytelling


Customer-Focused Storytelling: All of those testimonials that people will give you are the things that become your marketing in the front end.

Those are the parts of the pick that become your Facebook ads. If you haven’t yet gotten all those testimonials, you are just starting out, right? You’re launching for the first time. What you’re doing like in your webinar, you might say like listen I don’t want you to think that my program doesn’t take work. It takes work. In fact, it takes hard work, but we also know that it could be overwhelming anytime you go into a new program like this. What we’ve worked painstakingly to take that away like I want you to say, this is blah blah blah. We designed this course with that in mind.

Once you’re inside, when you’ve become part of our team, our community and you’re inside, I want to hear the feedback from you along the way. If we are not doing that, I want to hear about it early on so that we can keep adjusting it because my goal for you is that in the end, you are having that success. You’re basically opening the kimono if you will, you’re exposing it. This is what we did. This is how we designed it with you in mind. Like everything has been designed around your getting results.

I must say if I were to take this interview and the information that you just shared and apply it to anything I’m doing it would automatically increase the value of what I’m doing. I know that. As you have been, I’ve been coaching for a long long time and I have a lot of great testimonials and again, this is the part that I think emotionally I needed to get past and maybe some of you out there may need to get past this too.

Did you ever feel like sharing a testimonial is a little bit self-serving or like you’re pounding your chest and bragging or something like that? That is the feeling a lot of coaches have about sharing their testimonials. I don’t want to bother my clients. They left me a great video. I don’t want them to think I just did it to make myself more money or something. How do you react to how somebody might feel around those topics?

First of all, I think sharing success and celebrating the success of our clients is one of the most honorable things we could do as a coach, a business owner, and entrepreneurs. If you think about all this as celebrating the success of your clients and sharing that, I think it changes the dynamic, number one. Number two, I truly believe that most of the people that are going to come into your ecosystem that what you’re having, what you’re selling, what you’re serving, what you’re offering.

Sharing success and celebrating the success of our clients is one of the most honorable things we could do as a coach, as a business owner, and as an entrepreneur.CLICK TO TWEET

One of the biggest obstacles to them having success is I’ll say at the itty bitty committee inside their head did it on their own way. You showing them people who have had the transformation that have walked the walk before that have overcome those demons or whatever the situation happens to be. It helps them take action towards getting where they want to go. I think it’s actually selfish not to share those success stories of other people because you’re not helping unlock people. We look for social proof.

We look for others and telltale signs that something might work and when we cannot see ourselves in someone else and see familiarity that’s just like me. If they did it, I can do it, right? It’s the four-minute mile story, Mitch. Before someone saw the four-minute mile, nobody did a four-minute mile. Then a few weeks later, everyone’s doing the four-minute mile. It’s that whole thing. It’s your job as a coach as an entrepreneur, if you truly want the impact of helping these people get results, I believe that you need to fight for it. If one of the best ways to do that is by showing them success stories with your program with your process with your coaching, then it’s incumbent upon you to do it.

I would actually say that if you’re a coach and you have these types of testimonials, it’s your moral obligation to share them.

Amen. Hundred percent.

Journey Mapping

That really makes sense to me and I hope it makes sense to you too if you’re listening because I’ve felt this myself and I believe I’m old. I’m experienced. Still, I’ve had those feelings. At this point, pay much attention to them, but I know they’re there and I also know and I’m sensitive to them that other people might have them too. The way you just put that, Jason, the way you just explained that changed my thinking in that one moment I go, “Really? Wow.” I was mechanically doing it before but now I’m excited about doing it. Again if you’re listening, I hope you are too. This whole process starts at what point in the cycle. Does it start in the beginning when you’re promoting or take us through where the insertion of this brilliant begins?

I think thinking and asking the right questions is the key. Right? A good portion of our program and what we bring people through is we’re asking them different questions that they’ve been asked before and it unlocks the different levels of awareness of things and it reignites people. Some people have gone through our program hearing on they drop a testimonial. Some people have gone through our program a very specific person I’m thinking of just recently went through and he said to me, “Jason, I have been in this business for 20-plus years. I gotta be honest.

I kind of hate this business and I am so excited. You have reignited the whole reason why I started this business in the first place. I can’t wait to get back to the office to start putting this in place.” It gets us out of all the mess, right? We’re thinking about the success. If all of your clients sent you an email saying, “Thank you. I am so grateful for you.” How would that make you feel about what you do? It would make all the drudgery and the administration and the things you don’t want to do more worthwhile. It’s like it’s such a culture builder and such a shift and all that.

For you, it begins wherever you start thinking about this and asking those questions right now. Where you started inserting it is that any moment that you think will have an impact on the customer. You might have a blog post about something where you have like a content upgrade or a lead to kind of join your webinar or something like that. You might actually find that you’re putting a couple of quotes from customers in there because it helps people take action. Why should I join this webinar? 4 or 5 quotes might actually help someone take action to get on the webinar.

If you believe in your course, which I’m sure you do, you want them on that webinar because you know you’re going to help them transform their lives and their business. You have to help them. You look for opportunities and how you can help people make good decisions. How can I give people more information? How can I set expectations? How could I create breakthroughs or epiphanies for people right? Moments like that. I think you’ll find them all over the place. We have people like we map their entire journey, right?

One of the proprietary tools that we use is a journey mapping process that we have that we’ve developed. Again, before people know that you exist all the way through to after your client, and I’ve talked about this a bunch of times, right, and we literally dissect every moment that they go through. Do that and you have a picture with 1000 words. You see the blind spots are illuminated and you start finding these opportunities and it’s always based on the customer. It’s not based on what’s convenient for us the business. It’s based on how they are perceiving it.

Like a quick cheat moment for you, like a cheat code would be like looking through your journey. Look at the key moments, the beginning like anything that is hard or difficult, and look at that moment and say, “What are they feeling at that moment? What could I do? How could I share something that would help them get through that moment? If it’s a hard moment, how can I get them some encouragement from other people who have walked that path before?” Those are great moments to introduce pieces of testimonials and not every moment you share every word of someone’s testimony. You share bits and pieces that are relevant to that moment.

That makes a lot of sense. By the way, something you said I have to go back to. I don’t have an administrative judgury with my coaching business because I use Client Folio.

There you go. Perfect. That’s a great way to remove a friction point.

What you’re saying now makes a lot of sense but it makes the experience for the people who are participating better. That’s the part I’m most excited about. I mean truthfully, if I can make the experience better while they’re still getting the result they would have gotten either way, then that’s a super win, win, win, because I know that they’re not enjoying it more. They’re probably sticking to it when some might stop. I mean you and I have had this conversation. We both paid for expensive programs and did not finish them. In some cases, not even start them.

I didn’t start it, yeah, exactly.

I don’t want that to happen. In fact, the reason that I’m doing a mentorship program is supposed to be a coaching program is because we’re going to be live every single week and we’re going to be live and the community every other day. Anyway, a few several times a week. We have coaches on staff that are going to reach out to people maybe randomly and check in and make sure that they’re not missing anything that they have with what they need. We want people to finish. We want them to accomplish the goals of the program. We want them to make money.

That’s the whole point of this. If they do, not only will I be happy but I’ll get one of those great testimonials again, which I can then of course use to enroll more people down the road when I run the program again. All this is so important and I keep thinking about it from the person who just happened to tune into this show and is hearing our words. I’m thinking out loud by saying if you heard what Jason said and took 10% of it and applied it, your whole program would be better immediately.

Just shifting your perspective of how you think about it of the amount of attention that you pay to the mindset of wanting and guaranteeing that the people who buy your system and your programs and your services absolutely win and the value that brings to them into you. It’s enormous, it’s amazing. I know, because I know we’re working together that we’re going to get to go much deeper and this as well, but I do have one of the questions.

I don’t know if you can mention the person’s name, but there is a very well-known individual who runs an amazing I would say eight possibly nine-figure coaching business that helps others get their amazing products out into the marketplace. He has 100, 000 masterminds as well and he hired you to take him through this experience. If it’s inappropriate to mention his name. That’s fine.

I’m going to keep away from the names and stuff, but I’ll answer questions about it for sure.

Tell us what he got out of it after all these years of scaling this amazing company.

Finding Friction Points

Think about this let’s say that everybody takes action in your program, right? They do work and they get the result. What if every time they have to attend something they’re feeling resistance and they don’t want to show up? If you’re a coach and you have coaching clients that come weekly, let’s say for one-on-one coaching, and let’s say that they’re getting results but each week, it feels harder and like they feel less like they want to. What does that do? At some point, they’re going to stop, right? They’re going to slow and they’re going to stop.

Even if they got some results, they’re probably not going to talk about it because there was resistance. Think about that. With this program, we got people to start. Then we got people to engage and then we started thinking about how do we have people have more fun. How do we make it easier for them? Part of that is the celebration of the winds all along the way. Too often, it’s just about the result. What are the wins that people are having all along the way and how do we celebrate them? How do we recognize them? Because success leaves clues.

As we’re starting to see those clues, we want to recognize those clues and that builds momentum, right? A big part of what we do in our business and what we’ve done with that example and every example is we find friction points. Parts where it gets harder. Parts where we’re making it difficult because in fact any of us, if we look at our business through the lens of our customer, it is hard to do business with us, all of us. There’s always a way to make it easier. We do is we identify those friction points and then we either eliminate them or we reduce them.

When you do that, then you can find the parts that are left and we can find ways to boost momentum. How do we help people get over those humps? How do we celebrate their wins? I think one of the biggest opportunities that we all have is in onboarding right? We’ve talked about this as well at length together, but onboarding is not logistics in housekeeping. The first time someone says yes to us. We bombard them with so much information because we think, “Wow, we want to give them everything they need to know. Turn off the fire hose. That’s too much.

Your First Thousand Clients | Jason Friedman | Customer-Focused Storytelling


Customer-Focused Storytelling: Identify those friction points and either eliminate or reduce them. When you do that, you can find the parts that are left and find ways to boost momentum.

What did I get myself into?” Right? Just in that program, it’s like, how do we bite-size it? How do we chunk it up so that things are showing up at the right time so people now, feel like, “Yeah. This was the right decision.” Because when people first buy from you, it’s an intention, it’s not a commitment. We want their commitment and we have to earn that commitment. I think a big part of what that was selling people into the program was not an issue for this person. If they couldn’t fit more people at it if they want. It was not the issue.

Having people renew after going through it one time, is a major issue. Having people stay in it and actually make all their regular payments that they’re supposed to make, is a major issue. People are just not getting the results and they’re not sharing, right? If you work so hard to sign people up the first time, what if we could keep them and then send them to our next level program in our next-level program? The lifetime value goes through the roof. We really look at the lifetime value of your customers and say how do we help them get more of that value and make a model for all these clients, right? Whether it’s the big ones, the little ones, or everywhere in between. It’s the same challenge.

For Other Types Of Businesses

I hear you. Wow. People who are listening to our conversation might not have a coaching or consulting business or a program. They may have a retail store or they may be like a rep or a distributor. How would you apply this to that type of business?

Yeah, great question and we’ve been talking a lot of like of that kind of model. Thanks for renting this back in. It’s the same thing. We have customers that work with us, whether it’s they’re coming into our retail store or in whatever. One of my first clients ever when we started doing all this was Footlocker, right? They sell sneakers. We created an in-store experience if you will for them that 400% increase in same source sales. They’re like, “Wow. That’s amazing.” Can’t do it again. I bet you. We did a second one, the same results.

Third one, the same results are like, wow, we’re going to roll this out. We ended up doing a thousand-plus locations all around the globe. What it was was about understanding, again the lens of the customer, I walked into the store. How do I make the experience more enjoyable? How do I get them to spend more money and better time and tell other people about it? How do we make this place where they come? It was all about how we structured everything within the store, the flow, the design, the media, the audio, the video, and the lighting.

All the different things were telling a story that connected so deeply with the customers that they really had a good time while they were there and they enjoyed it. As a result, they bought more stuff. They spend more money. They told other people about it. Regardless of what your business is, you have customers who feel a certain way out of their interactions. You have to look at the journey they’re on you. You have to look at each of the steps and you’ve got to understand most importantly each of those steps.

How are they feeling? It’s an emotional roller coaster ride, like when people come in because you don’t know where they’re starting. They could have had the worst day ever. They could have the best day ever. That’s the same same day. Nothing’s changed in your world. They’re coming in with different packages different things. Look at your customer journey. Look at the segments of the avatars of customers that you have who are coming in. Understand what’s going on for them and how we can positively influence that experience and help them get the results that they want.

Rapid Fire Questions

If you’re listening to this show, this is the first time you’ve heard about this. I’ve been around a long time and business a long time and I know, Jason. I kind of had an idea of what he did but this is the first time I truly understood it and I’m thinking that if you’re listening to us speak right now, I bet you that you probably haven’t considered the depth of which the skill that Jason has in his company can help people with is available. I didn’t even know about this really and I think it’s it’s kind of an amazing thing. Jason, we’re going to segment to the next portion of the show, which is where I ask you a couple of very very important but very silly questions. If you’re ready, here we go. Here’s the first question, and this is my favorite question of all. If you had one hour to take a walk in the park or involve yourself in a deep conversation with anybody at any time, who would that be?

That’s a great question. There are a lot of people on that list. At the moment, my answer to that is Napoleon Hill. I’m a big fan of Napoleon Hill. Love his thinking. Love his teachings. Love his books. The quote that I most cherish from him and there are a lot of things that come from Napoleon Hill masterminds, like all these different things that I love and I partake in, but he has this great quote, “Whatever the mind can conceive and believe, it can achieve.”

That has served me well over the years of my life. I think it’s helped me think bigger than other people, think differently than other people, question things a little bit differently, have a quiet confidence about my thoughts, and give me hope in certain times when I didn’t when it was difficult. Love the guy. I wish I got a chance to talk to him in person. That’s what I probably spend an hour with.

If I can arrange that for you, can I be a fly on the wall and listen in?

If you’re going to arrange it with anybody, then I would love to be anytime. I love that.

That would be great. I’m just going to go off the rails here for just a minute and say this. Well, you’re really talking about human consciousness. The reason I say it that way is because we are using our self-awareness to change our actions. Now, someone who invests in their well-being and feeds their consciousness with positive information and affirmation has the opportunity to shift the way they behave. For me, Napoleon Hill was just about the best of all when it came to doing that. Tony Robbins does a pretty good job of it too, but he has a very narrow band that he works under.

We are using our self-awareness to change our actions now.CLICK TO TWEET

He changes people’s states. In a changed state, you have the ability to influence how they think in a positive way. Well, also you can change someone’s state and make them more susceptible to being sold to as we know. With Napoleon Hill, you have this opportunity to change your state in a natural enjoyable way because anything I read of his just naturally makes sense. There’s never like I have to figure that out or think about it. It’s just there it makes sense. That was a great answer. Thank you.

I appreciate that. I’m curious who yours is. I don’t know if we have time for that now, but I’d love to know who you’d spend an hour with.

Very few people actually asked me that, but the truth is that unfortunately, it’s a common answer. I would want to spend an hour at Elon Musk. I’ll tell you why, not because he’s a great entrepreneur, but because he’s a multi-billionaire. I want to understand how he looks at and assesses risk. Now, I just finished his biography and I loved it. It was a little dark in places which I think you know Walter Isaacson writes that way which, again, I love.

I love Walter Isaacson.

The reason I would want to talk to him is because I want to see the inflection points in his thinking and the thing I like about Elon Musk is I don’t see any. There are none. I mean the guy never stops going forward in the face of monumental challenges. I mean spaceships blowing up in the middle of the sky three times in a row still doesn’t stop him. I love that. I just love that. If I could be in his presence and ask those questions. For heaven’s sake man, that would be a peak moment in my life.

If you go by the teachings of our friend Napoleon Hill, if you conceive it and believe it, that will happen. The challenge to you, my friend.

Thank you. I accept. Full disclosure. I’ve reached out to his company several times to see if I can get them on an interview. They’re very nice. They always say, “We’ll let you know if that becomes available.” That’s fine. I still don’t buy a Tesla but thank you anyway. The reason I won’t buy a Tesla, Jason’s because I have no place to plug it in. I live in a condo. Grand Finale, this is the changed the world question. Strap in. This is serious now. What is it that you are doing or would like to do that truly has the potential to literally change the world?

That’s a great question too. Listen, I wholeheartedly believe in entrepreneurs as a force to change the world. I believe that we as entrepreneurs, and small business owners have so much influence. We create jobs for people. We create freedoms for people. We create economies. We create wealth. We create so many things for our families. We create freedom. We create so much. My mission is to help entrepreneurs. I feel like I’m not going to change the world by myself, but if I help other entrepreneurs and we can all do our piece, we will be changing the world as a group.

As you know, I exited a bunch of different companies I’m in what I call retirement, which is the freedom to choose what I do. What I choose to do is to go to work every day and work with entrepreneurs on how to scale their business and I love it. I think it’s the most rewarding stuff I’ve done together. As people like to take any of the ideas that we share in this podcast and start implementing them, I think that’s going to start to change the world. It’s going to help them have more wealth more jobs create more impact on other people. Helping people get coached. Helping people have a better retail experience. Have people have better products and services across the board.

I love it. Mine too. That’s my change-the-world formula. I know I can’t reach a billion people on my own but if I could reach 100 people who could reach 1,000 each and they can reach 1,000 each, then through that network and those tentacles, I have an effect on the world. That’s what my certification program is all about.

I love what you’re doing man. It’s amazing and we are very aligned in all that.

Absolutely. Well Jason, I left the cliffhanger and open loop if you will. At the beginning of the show, I said that if listeners pulled on, they might get a chance to get something from you to help them understand you better, and understand your work better. Is there a place that we can send them that they would love to visit or possibly a free download or anything at all like that?

You know, there might just be. Thank you for asking that. Thank you for giving me the opportunity to share a gift with everybody. What I have is an undisclosed free PDF. I’m going to tell you what it is, but I’m going to tell you what it will do for you. Again, we talked about like a way to think differently. It is going to give you a question that is going to change the way you fundamentally think about your business, your customers, and your employees. It’s going to give you some actionable strategies that you can put in place right now that will help you make more money.

It will help you make more impact, which will give you more fun and more gratitude. It’s less than 10 minutes to go through, big idea, little investment of time, little investment of money. All I want is your email address and then when you go and you download it, I ask two things. One is please actually look at it. Don’t download it and leave it on your hard drive. It’s one of those things that you never start because I want it to help you. That’s why we created it, designed it, and sharing it.

Number two, if you’re so inclined, I have an email address in there, which is my personal email address. It’ll go to me. I’d love to know what you think about it. I’d love to know if you’re going to do it. What are you doing? How did it help you in some way? Because my hallucination is that if you do this, you’re going to be like, “This has been one of the most impactful things I’ve ever done in my business,” I want to hear about how that’s helping you. It helps me on my mission. It lights me up. It gives me more fuel to keep doing what I’m doing. That is that

This is going to be on Jason’s show page. This man has spent a fortune and a lot of time investing in what he knows, and he’s giving it to you for a 10-minute investment of your time. I don’t know about you, but I’m going to download it and look at it because I know I will get value from it. I have a feeling you will too. Jason, thanks so much. This was amazing. I loved every word you said. I think we started to do some world-changing today just with this interview alone.

Thanks for the opportunity, Mitch. It’s always a pleasure to talk to you. I hope you get to sit down with Elon.

I’m working on it. I’ll talk to you soon.

“Let's stop making it hard for our customers to do business with us!”



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