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Hey there - it's Brian 👋

I hate fluffy.

And if you’re reading this you do too.

You have a business to make a real impact in the world.

So to do that you need to let only the smartest 0.1% of people into your business.

And get them fired up to change the world… EVERY DAY.

➟ Let only the right people in.
➟ Set their expectations.
➟ Motivate.

Without those 3 things you get people who clock out at 4:59. People who are just there to collect a paycheck.

Those 3 things are also another way to say “culture.”

Culture = fluffy.

But this fluff will make or break your business. And it doesn’t have to be fluffy.

Let’s make this super tactical.

I stole this framework from Leila Hormozi (co-CEO of Acquisition.com) on how you only get the best people in your business.

Let’s get you the best marketers, fired up to change the world.

Let’s make your business an outlier: 👇

Do you need marketers? But don’t want to pay expert US prices?

You need your time back.

You need to craft culture. Design strategy. Talk to customers. Motivate teams.

If you’re spending time doing mindless stuff: updating CRMs, managing email, managing content etc.

Let’s get you that time back.

Get global marketers at 50% the cost of US talent:

Let’s chat.

I had to make SOPs or get fired

A few years ago I had to get $300M (or our client lost his job).

If they got fired? We got fired.

So I parachuted in and made a bunch of rules.

Then bonked people over the head to tell them to follow the rules.

And it worked.

But here’s the interesting part - they had strict, step-by-step rules to follow.

But our 300,000 employee company didn’t.

What was the difference?

Culture.

One example | A rough rule of thumb we had:
Just to be seen as an “average consultant” - if a client had to replace us they’d need to find THREE people to replace our output.

But on the client side…
➟ They showed up late
➟ Left at 4:59
➟ Didn’t think things through

Their culture created this dumpster fire.

So we fixed it with SOPs.

But there’s one HUGE problem with SOPs.

SOPs don’t scale

SOPs are just a recipe.

Step-by-step instructions on what to do.

But what if the people reading it aren’t motivated?

What if the instructions change?

Do we need to hand hold our people though everything?

Building the right culture is the difference maker.

Here’s how we did it:

Carefully craft who’s let in the door

Our interview process was grueling.

Our performance process was intense.

And culturally we were all competitive (while also wildly supportive).

So in other words:

• Our culture was carefully crafted

• Theirs was not.

So they had to make up for it with rules and SOPs

But rules don’t scale.

Values + culture do.

So as fluffy as that is. I care about it.

A lot.

That means there’s nothing more important than our hiring process.

If you let in the wrong people your culture suffers. People are de-motivated. It’s terrible.

We’ve designed our hiring process for our marketing talent placement agency meticulously because of this.

Our hiring process is influenced by my consulting hiring process and by Leila Hormozi’s framework:

Our 4-step hiring process

1. Quick phone screen:
Are they excited to be here? Is their resume true?

2. Test:
I build a test for each role. Just like we had case studies in consulting

3. Case study:
Review test results. Ask some behavioral questions. Cover basic scenario questions/case studies

4. Culture fit:
Match expectations. Tell them the bad parts. Find out if their long-term goals fit the companies long-term goals, value, mission, culture.

Letting the right people into your business is the most important thing you can do.

Your business is a group of people.

Let in duds and your business deteriorates.

So we have a more intense interview process than most. We need to make sure the right people are on board who support our mission.

Keep building.

See you next Thursday 👋

Brian
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P.S. Whenever you’re ready, I’ll get you your time back:

Need people? Not sure where to find them?

Want good quality but don’t want to pay $75,000 for a US marketer?

We’ll get you expert global marketers at half the price.

Let’s chat

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