• Intro…
  • Story
    • Introverted…doesn’t get out of his house often
    • Big family…9 of them…moved around a lot…military family
      • His brother was his best friend — he’s the extrovert
    • Freshman in college
      • core curriculum he wanted to learn was not in there
    • In the Navy 95-99…
      • joined to use as a stepping stone
      • machinist…
      • Seal training cut short…
    • Got out of the Navy…
      • wanted to be in business for himself after he got out
      • got into a really bad car accident ==> left Navy
        • got run over by a semi
    • His job is to figure out where to go…
      • …and hire the right people
    • 1st job as a model…?!?
    • 2nd job out of the Navy…
      • sales @ car dealership
      • had to learn how to do small talk
      • worked from 9am to 9pm for a month and made $1.42
      • his manager was his roommate…mad at him for not paying rent
      • 5 other Michael’s that work there…
        • ==> change his name to Mical
        • if they don’t remember you, it doesn’t matter
      • ==> top 3 sales
      • ~1.5 years doing this job
      • started learning internet marketing at dealership
        • SEO, Email Marketing
        • ~1999/2000 — Google wasn’t super big yet
    • Then, wanted to keep growing his skills
    • last real job @ mortgage broker ~2003
      • “how much biz have I delivered to them?”
        • ~$100 million
    • daughter born…holding her in hospital
      • can’t do this working 80 hours a week at a job
      • ==> courage to go out there
    • Started his business ~2003
      • small office in old cigar factory
      • agency —¬†getting clients
      • educating people
      • doing this for customers outside the USA first 2-3 years
      • 1st clients by going to conferences…
        • personal development conferences
        • then getting referrals
    • Next phase of business
      • branded as him…
      • ranking for Tampa SEO
      • Asked himself, “what happens if he wants to sell his business?”
      • changed to a business positioning vs personal positioning
        • ~2007-2008 started this…took about a year
        • ==> starting to pull himself out of the company’s roles
        • take his face and name out of it
    • Then…realized he needed to focus on systems and documentation
      • “What if something happens to me?”
      • no one could fulfill on what he did…
      • brought on a lot of people to try to fulfill
      • ~up to $50k/m
      • was working up to 18 hours a day
      • brought on someone, taught him the business…
        • he walks away and took away half his biz
    • Recovery from getting ripped off…
      • defining roles…
        • To start: 1 person can do multiple roles
        • Eventually: 1 person-1 role
      • built a system to create a system
        • empowered people who worked for him to build system
          • ==> system innovations he didn’t expect
      • hiring contractors…
        • on as an needed
        • but, if entire biz is outsourced, it has reduced value
        • employee base is an asset
    • Moved to Georgia
      • Met now wife…
      • Facebook brought him back to her
    • Get back to Florida
      • start to scale up biz
      • next kid born…wife sick…juggling lots of things
      • started speaking at local events
        • gives you a lot of authority
        • unconference, meetup
        • doesn’t like networking events…
          • …unless speaker or sponsor
    • Person at one of his events he was speaking at
      • Mical was wanting out of his business
      • Approached him…saw documentation he had…
      • Made him “absurd” offer: $2 million & he took it
        • paid out over time…
        • small % paid upfront with monthly installments
        • thinks he structured the deal poorly
          • didn’t listen to knowledgeable¬†people on this
        • $2 million supposed to be paid out over 2 years
      • Took him about 1 year to transition out of the business after sale
        • he wasn’t systemized out of the sales yet…
        • he could have done it faster if his systems/documentation were better
      • Year: 2012
      • If he were to do it again…
        • get a business broker
    • Then tried to figure out what he wanted to do next
      • working in this biz for 15 years…
      • considered doing a course…
      • started looking at legacy
        • do something that is going to last longer
        • leaving his kids taken care of
      • partnered with a mentor…
        • looked for companies in this area to invest in
          • & use his marketing expertise can be leveraged
        • never invested $$ into companies because they couldn’t find the right companies
        • did take ownership in a few companies via advisory roles
    • started another agency…
      • with intent to build and sell
      • crashed and burned with web design partner
    • Then started Cyberize Group
      • More web design vs SEO
      • scaling up…
        • started using a call center for outbound sales
          • predictable 1-2/week new clients
          • paid hourly…
          • in the Philippines
          • Started outbound sales in Dec 2018
          • started call center in Feb 2019
          • makes the business worth
    • Inhouse vs contractor
      • critical positions need to be in house
        • strategy — in house
        • execution — contractor
    • Next 2-5 years
      • Agency —
        • scaling and removing himself from working in his business
        • wants to be the chairman of the board
      • Digital Domination Dojo
        • Operation SEO Agency Empire
          • Putting the documentation from his agency into here
    • need a vision for the business…
      • to spread to your team…
      • vision needs to be able to fit team member’s dreams inside of it
    • set out from beginning trying to learn “critical skills”
      • wanted to build a business…
      • knew he needed to learn how to sell…
        • …because businesses always need sales
      • skill vs talent
        • talent is starting point…doesn’t translate into high performance
        • skills develop on top of the talent
      • break things down into smaller pieces
  • Outro

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