What I learned when I read the book Traction (EOS)
The other day, I found myself knee-deep in a strategy session with a massive, multi-million-dollar corporation, fine-tuning their marketing game plan. Yes, it may sound surprising, but we don’t discriminate—we’re here to elevate the marketing efforts of big players too. Pretty mind-blowing, isn’t it?
But brace yourself, because this story gets even more extraordinary…
We had this incredible meeting scheduled with the sales and operations dream team to kickstart our partnership and ensure alignment with our goals. As we delved into analyzing their current strategies and charting a course from “good” to “phenomenally successful,” a moment of enlightenment struck.
We uncovered a treasure trove of around 23 game-changing tactics they could either adopt or fine-tune to revolutionize their industry.
Then, in a surprising turn of events, the company’s top executive approached me and casually shared a golden nugget of wisdom: “Dan, I’m impressed by the groundbreaking work you’re doing here—empowering smaller businesses and equipping them with all the tools they need. How about I share a little pearl of wisdom with you?”
If you’ve been keeping track, you’ll know I’m a genuine advice enthusiast. Whether I adhere to it diligently is another matter, but I’m always eager to absorb valuable insights.
And then came the bombshell: “Dan, you’ve got to immerse yourself in the world of ‘Traction.’ It’s a game-changer, my friend, and I’m willing to bet it’ll revolutionize your approach too.”
“Traction.” It hadn’t even crossed my mind, but hey, when someone presents you with a plate of wisdom, you don’t turn it down. If it’s good, you devour it like a hungry lion.
Let me tell you, this advice wasn’t just good; it hit me like a meteor crashing to Earth!
I got hold of the audiobook and devoured it quicker than a cheetah chasing down its prey. And guess what? I managed to do it in my “NET” time (no extra time; trust me, I’ll write a blog about this someday!). Once I finished, I devised a master plan to implement those teachings into my business strategy.
The following week, while jetting off to San Diego for an event and some family beach time, I utilized that downtime to craft our vision. I’ve already covered it extensively in another blog post, so there’s no need to delve into the details here.
What I want to share is how immersing myself in the book’s wisdom triggered a mental breakthrough—not a breakdown, mind you (cue the laughter). You see, we’ve been striving to promote our DOT Docs software for a while now. Yet, for some inexplicable reason, we hadn’t gained the traction I’d been hoping for, particularly in attracting new clients to our do-it-yourself option.
Let’s face it: before diving into that book, our attempts to promote DOT Docs were as effective as selling ice cream in the Arctic at a livestock auction. To make matters worse, some of our other endeavors were hindering our mission to share this remarkable tool with the world.
The greatest misconception in business today is this: “If you build it, they will come.” Well, let me tell you, that’s pure nonsense! You could create something extraordinary, but if nobody knows about it, if you don’t incentivize people to spread the word, and if you don’t market it vigorously, it might as well not exist!
Bank that nugget of wisdom!
After delving into a few chapters of the book, I gathered Jenna and our entire team and had them pledge a rather unconventional oath. Get ready for this; it’s a doozy.
I had them swear that whenever I pitched a new idea for the business, they’d counter with a simple question: “Will this contribute to spreading the word about DOT Docs?” If the answer wasn’t a solid “yes,” we’d jot down the idea and set it aside for the time being.
This year, our mission is crystal clear: to proclaim loudly and proudly that we offer a DOT solution perfectly tailored for every company utilizing trucks or vehicles in their operations. We’re intensifying our focus, gearing up to broaden our brand and services, and aiding others in achieving the same level of success we’re enjoying.
Believe it or not, all this transformation unfolded within the first four chapters of that remarkable book. Can you now understand why I’m emphasizing the importance of getting your hands on “Traction” if you’re in business?
But there’s one more crucial aspect you need to know: how it reshaped our company’s mission. You see, we hadn’t revisited our mission statement since before the inception of DOT Docs.
Previously, Eclipse DOT’s mission was “to take the complexity out of compliance!” It was a commendable mission, no doubt, but ultimately, it was limiting our aspirations and potential.
Therefore, we decided to give DOT Docs its mission: to simplify compliance, earning it the moniker “The Turbo Tax of the DOT World.” Meanwhile, Eclipse DOT adopted a fresh mission that will enable us to better serve both current and future clients: “To Give Companies the Tools They Need to Grow and Scale Effortlessly!”
Our new corporate objective is to support our clients in a multitude of ways. Whether you’re a $20 million company aiming to reach $50 million or a $500K outfit striving for your first seven-figure year, rest assured, we’ve got your back!
The invaluable lesson gleaned from “Traction” boils down to this: resist the allure of shiny objects (a common temptation for us entrepreneurs) and identify the singular focus that will propel your business forward. Concentrate all your efforts on that until it gains momentum on its own.
So, if you’re eager to witness the remarkable growth of our business and seize this golden opportunity, stay tuned. Observe us closely and take note of our strategies, because one day people will be asking, “How did they achieve it?” Who knows, there might even be documentaries or books chronicling our journey.
I’m thrilled at the prospect of assisting you and your company in taking those monumental strides toward ultimate success!
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