2 builders who never spoke to each other

Collapse the service into one offer for one client

Stop presenting as a generalist who does design, ads and search: find the process that is genuinely yours, promise one outcome measured by one number, and hold that single client type, offer and funnel for a year. Build fulfilment backwards from what you sell rather than assembling it fresh each time, and leave documentation until after the offer stops changing.

The method

1. 01

   Find the process that is genuinely yours and build the offer around that, rather than presenting yourself as a generalist who does design, ads and search.

2. 02

   Narrow to one target client, one solution, one offer and one funnel, and hold that for a year rather than chasing every opportunity you can see.

3. 03

   Collapse a service business down to one promised outcome measured by one number, and build the entire delivery process around that.

4. 04

   Build fulfilment backwards from the product you sell rather than assembling a service from scratch for each new client.

5. 05

   Nail down what you sell and who you sell it to before documenting any internal procedure, since a bespoke product makes the documentation worthless.

What it returned

• His agency previously did many things for clients against many different success measures and cut that to one, with a single sales process, a single onboarding flow, one core way of delivering, and one person wholly accountable for each client.

• Greg wrote hundreds of standard procedures for his own business and never used them, because he customised the product for every sale.

Sources

• S02 Episode 3: How to Value Your Funnel with Greg Hickman - Double Your FreelancingGreg Hickman · doubleyourfreelancing.com · S02 Episode 3: How to Value Your Funnel with Greg Hickman · 2018-05-01
• Operational Minimalism – Jakob GreenfeldJakob Greenfeld · jakobgreenfeld.com · Operational Minimalism · 2023-07-23