Perry Marshall – Rosetta Stone Activate 2021

Curriculum (Google Drive Proof)

THE SHIFT
…the business you truly desire becomes easy to scale, irresistible to your ideal client, and immune to competitive pressure
Dear Marketing Professional:

Last week a stunning insight tumbled out of Joshua Long:

“When I give average business owners an online form and say ‘Describe your business,’ they give me 1-2 pages of rambling.

“But for those who’ve experienced THE SHIFT, it’s 2-3 sentences. Definitive. Unique. Crisp. Clear.

“Not only that…

“Average entrepreneurs work 10-12 hours a day, just keeping their heads above water.

“POST-SHIFT they work 3 hours a day. They’ve transcended ‘the struggle for the legal tender.’

“Average guys are assaulted from every side. Thick competition. Duking it out over price and delivery. Trying as hard as possible to disguise the fact that they’re selling commodities. Taking clients guaranteed to make them miserable… just to pay the bills.

“POST-SHIFT, their business castle grows more immune to competition the bigger they get. Bigger Castle → Fatter Moat.

“POST-SHIFT, I advise ‘em: ‘Get a hobby. Take up a sport. Or start another company. You still need a creativity outlet. But your business is not that outlet. Your biz is so dialed in now, you’d better make sure you don’t ‘fix’ stuff that ain’t broken.’”

The essential part is the moat. Because if your castle isn’t protected by a big fat moat, you will a-l-w-a-y-s be looking over your shoulder. Scuffling with fickle customers, wrangling with skinny profit margins, until the day you die.

Your ticket to freedom is your moat. If your moat is strong… the hobby, the sport, and the new venture are all in the offing.

Just after Christmas, in December, entirely by accident, I literally stumbled upon a real moat at a real castle.

My 16-year-old son Zander and I escaped COVID lockdown to Ireland during our winter break. The Irish had eased travel restrictions, so we seized the opportunity. Six days of un-rushed, father-son Renaissance Time.

One mile from Ventry, we happened on the 1300-year-old Rahinnane Castle as we drove down a narrow road on a cold morning. We glimpsed it completely by accident! This castle was built in the Beowulf era!

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