If you want to scale from 6 to 7 figures, you don’t need a coach… you need a mentor!
The problem is, most “programs” you come across focus on coaching, and although these programs can be good at giving you information, they DO NOT allow for transformation.
But transformation is the only way to create true scale.
And I’ve decided I want to only help TRANSFORM people moving forward.
(no more information, training courses or content for content’s sake — that’s all FREE from now on)
Of course, I haven’t always thought this way. Not long ago I was part of the ‘information’ industry, and when we first started to build The Relevancy Engine, I figured it would be a Coaching Program.
BUT… it didn’t take me long to realize this would not help transform our members.
So I committed to building a Business Mentorship Program that would transform businesses and lives, and allow today’s forward-thinking entrepreneurs to apply new, unique methods.
Now, I won’t talk about HOW to create a business mentorship program like this in today’s article, because I wrote a 5,000+ piece about it a couple of weeks ago (click here to read it). If you haven’t read that yet, you may like to start there, because this article looks art How to Have a 6-Figure Launch for Your Business Mentorship Program (in as little as 30 days!)
I know it’s possible to do everything we focus on in this article in 30 days, because back in September 2017 we developed and launched The Relevancy Engine in just under 30 days.
(producing multiple six-figures, and results I could barely believe)
But look, let’s not get ahead of ourselves…
First, let’s break down why you need a business mentorship program (rather than your standard coaching program) and what exactly this looks like.
Because you may assume the role of a coach and mentor is the same, but I assure you it’s not.
- a coach asks you to bring 100% to the table…
- a coach helps you sort through your ideas and creates clarity…
- a coach keeps you accountable…
- a coach tends to have specific experience in a specific area…
- a coach often costs less…
- a mentor asks you to bring 50% to the table, so they can bring the other 50%…
- a mentor guides you toward what you need to do, based on their expert experience…
- a mentor helps you create valuable strategies and visions for your business…
- a mentor has been there and done it, at least 2-3 steps ahead of you…
- a mentor costs a lot more than a coach..
So you see, there’s a big difference between a coach and a mentor, and look, don’t get me wrong, a coach plays a big role in your development (and for your customers, too). I still have coaches that help me grow, but I DO NOT have a coach for the important “big picture” stuff.
For that you need a mentor.
And because I’m all about transformation and helping people scale from 6-figures to 7-and-8-figures… well, coaching doesn’t cut it.
It doesn’t cut it for me.
It doesn’t cut it for our audience.
So right now (before you read any further) you need to decide who and how you want to serve your audience. Because if you want to inform them and scratch the surface, a coaching program may be right for you.
If it is, there’s no point you wasting time reading this in-depth article that shows you how to launch a 6-figure business mentorship program (or this one that shows you how to build one from scratch).
So before I go and waste your time, let me show you who this article is for, because you need this if …
- You have an existing “high-ticket”, transformative product / program …
- You have a high level of expertise / experience that you haven’t fully tapped into yet …
- You want to transform your audience, rather than ‘inform’ them and make a quick buck …
- You have already started (aka: you have an audience and some momentum behind you) …
WHEREAS this article is NOT for you if:
- You have zero audience and are starting in a new niche / from scratch …
- You are not a master / expert at what you do …
- You are not making at least $10,000 per month …
- You haven’t already built a successful business …
This last point is huge to me!
It is not cool to mentor someone (or try to) if you haven’t already lived it yourself.
I repeat… please do not try and mentor someone about something you haven’t done yourself.
You can coach someone to do it, sure, but a mentor is there to guide and teach, and you cannot do this unless you have learned it and “lived” it.
So please-please-please do not take this article and run with it unless you already have some experience and mastery behind your particular skill-set.
To be a mentor is to be the person at the top of the mountain so you can help pull other people up it. That isn’t to say you have to the best in the world at what you do, but you do need to have some mastery and experience behind you…
Again, I talk about this more in the previous article, but it’s so important to build your business mentorship program around MENTORS: experienced and successful people who have been there and done it.
YOU need this, as the person who develops and runs your program, but it’s as important to build your team of mentors with these people, too.
This is what your audience deserves!
So now we have those disclaimers out of the way, the question is… HOW?
- How do you do this?
- How do you create a 6-figure launch?
- (in as little as 30 days?!?!)
This is how we’ll spend the rest of the article, diving into the two main parts:
- OMNIPRESENCE + INTIMACY
I’ll show you step-by-step the process we took to launch ‘The Relevancy Engine’ (and what we’re now doing with ‘Project Nuclear’), as well as how we’ve helped several of our members to do the same.
** side note **
We’re in the middle of creating an amazing case study that shows how two of our members (Ross and Rachel) took this exact process and launched their own Business Mentorship Program. They BLEW UP, and next week we’ll show you how they did it 😉
This is my promise to you… what you’re about to read / watch is a proven process that we’ve continued to evolve and improve over the last eight months. It’s broken down in detail below, but if you prefer to watch, no worries… I recorded a training session that goes through this entire process.
Whereas if you like to read, keep scrolling and go to PART #1: RELEVANCE …
PREFER TO WATCH? I Have You Covered…
To view this video on Youtube, click here (remember to Like + Comment )
PART #1: RELEVANCE
(Target Relevant People and Position Your Offer in a Relevant Way)
If you want to successfully launch your business mentorship program, you must first lay the foundation and make sure you target the right people with the right message in the right way.
This is RELEVANCY!
And it’s the first part of The ROI Method…
There is no point in spending any money on advertising or wasting a bunch of your time creating emails and funnels, if you aren’t targeting the people who need your business mentorship program the most.
This is why this process doesn’t work as well for people just starting out.
<> You need to know who your audience and avatar is …
<> You need to know what to offer them …
<> You need to know how to position yourself as an authority …
<> You need to know how to take all this and create the right message …
This is where you need to begin. Before you think about Facebook ads and landing pages, you NEED to figure out who you’re targeting and how you’re going to target them.
There are four parts to this:
We’ll now overview each, although I recorded a video that breaks down the entire part of this process ….
Like most people online, I used to think you needed a BIG list to have success.
Here’s the truth…
All you need to worry about is becoming the big fish in a small pond.
(not just for this business mentorship program, but business in general)
This means you need to focus on less people, so you can focus on them in a deeper way.
This is how you become relevant. It’s all about being meaningful to SOMEONE, not trying to please everyone. The thing is, this is hard because most entrepreneurs suffer with a lot of fear and insecurity.
Plus, you don’t want to pigeonhole yourself into a specific avatar or industry…
- Fight this!
- You have to!
If you want a six-figure launch for your business mentorship program, you need to hone in on your AVATAR. You need to know WHO you’re serving, because until you know this you cannot create a compelling offer that solves THEIR problem.
Your Offer is what you sell. To craft a compelling offer that your avatar wants, you need to answer this question:
“What is the biggest, most impactful transformation you can provide for your avatar?”
There’s that word again… transformation!
You need to ask yourself how you can deliver this.
- What does your avatar want?
- What is their pain and/or problem?
- What do they need from you?
Until you know this, you cannot serve your audience in a way that helps them. You will be just like all the other people online, creating courses and programs that inform but DO NOT transform.
You need to perfect your offer and build the business mentorship program they need!
Now, I won’t go into how you can do this here, as I already cover it in this article >>
The point is you need to produce a single offer that creates true transformation. It needs to hone into your avatar’s problem and solve it quickly. Because once you have a compelling offer that hooks them, you can position yourself (and your business) as the solution they need.
Your Positioning is how you differentiate yourself from the competition. Essentially, it’s showing your unfair advantage and the proven process you use to get your clients results…
… AND turning this into a specific Method that elevates you as an authority!
Over the last two years I’ve created two methods:
As I write this, we’re working on a new method, because as I’m sure you can imagine, this whole process evolves over time. It’s never set in stone, and I’ve found that one method inspires the next.
This is what happened when I created The SSF Method. I realized it only told part of the story, which lead me to develop The ROI Method (which has inspired what we’re cooking up behind the scenes now…)
So… why a method?
Why do you need one?
A method elevates you above everyone else, because it proves you’re the real deal. It allows you to explain what you do and how you do it, making it easy for people to “buy into” you without YOU having to do all the work.
Having a method also means your business mentorship program doesn’t rely only on YOU!
Again, I go into why you need a method (and how to create yours) in this previous article, but the point I’m making is simple: once you position yourself as an authority with the right offer to the right avatar… you can then share the most relevant message.
Your Messaging is how you communicate your offer to your audience.
It’s the journey you take YOUR prospect on, to show them what your offer does for them, and how they will benefit if they take you up on it.
This is where you start to build true intimacy with your audience, as you only share relevant messages.
This is also the bridge to omnipresence, but more on that in a second…
First, let me bring you back to The SSF Method.
As I’m sure you know, The SSF Method is:
- Sidewalk: those who are not aware they have a pain or problem.
- Slow Lane: those who are aware they have a problem, but don’t know enough about the process to move forward.
- Fast Lane: those who are ready to commit to a solution, but need more information about what the solution is.
Now, even though you have a very specific avatar you’re targeting, doesn’t mean they’re all in the same place. Some are further along the journey than others, so you need to keep this in mind.
<> Those in your sidewalk first need to understand their pain / problem better…
<> Those in your slow lane need to see your process / methodology in action …
<> Those in your fast lane need to see that your offer is relevant to them …
In essence, Messaging brings those previous three aspects together (avatar + offer + positioning), so you can share the most relevant message to the right person, at the right time and in the right way.
Without an on-point message, anything you do next will become nothing but white noise.
It will cost you money. It will waste your time. More important, it will not create relevance, meaning your audience WILL NOT benefit (at least not via true transformation).
Whereas once you understand your avatar + offer + positioning + messaging, you have everything you need to go omnipresent and create a six-figure launch for your business mentorship program.
That comes next, but please do not skip this part of the process!
It does not take long!
All you have to do is escape technology for a day or two and get your “big thinking” hat on.
Once you have, you’re ready to go on omnipresent …
PART #2: OMNIPRESENCE + INTIMACY
(How To Become Omnipresent in Less Than 5 Weeks)
If you’re not relevant, nobody will buy from you. Relevance is the difference between having a lightbulb moment and then turning this into something that changes lives.
BUT… relevance on its own is not enough, because no matter how good your offer is, it means little if you don’t get it in front of the right people, OFTEN!
Look, here’s the harsh reality… nobody is paying attention to you.
At least, they aren’t paying enough attention to you, and the reason is, they’re overwhelmed with messages and content and information every single minute of every single day.
- They see you once, but forget you in seconds…
- They save your post or video, but then never come back to it…
- They make a mental note of you and your offer, but then get distracted…
- They may even reach for their wallet, but then an email or text pops up…
Nobody is listening, which means you have to become “TOP of MIND”!
This is omnipresence.
This is why it matters.
When it comes to launching a business mentorship program quickly, I like to use something I call an Omnipresence Blast.
In essence, an omnipresence blast is a process that re-engages your audience in the lead up to your business mentorship program launch. They already know you and you already have some sort of relationship with them. But you cannot just turn up and sell to them, so you must first “warm” them up.
So… let’s say you’re launching your business mentorship program on July 10th.
Around five weeks earlier (beginning of June), you gather up your existing audience and start to re-engage them with valuable content. We’ll get to how you do this in a second, but the point is before you focus on generating a new audience, first focus on your existing:
- Email List (no matter how big or small it may be)
- Linkedin Contacts (you can download their emails)
- Social Media (Twitter, Instagram, Facebook — pages, profile and groups)
- Pixelled Audience (via your website or previous launch/sales pages)
Will you be relevant to all these people? NO!
Will they all get value from your business mentorship program? NOPE!
At this stage it doesn’t matter.
Your first three weeks are all about building intimacy and reminding them who you are, so whether they fit your ideal avatar right now isn’t important (it becomes important later, but not right now…)
So with this in mind, let’s dive deeper into what these first few weeks look like…
Weeks 1-3: RE-ENGAGE Your Audience
These first three weeks are the most important part of your Omnipresence Blast.
** side note **
Three weeks is the minimum… the longer you spend in this part of the process the better. So if you can plan your launch further out, do so!
At this stage, you share your content with EVERYONE.
Whether you think they fit your avatar or not, if they’re part of your existing audience, they are part of your Omnipresence Blast.
You can get more sophisticated later and segment people, but right now you want as many people who already know you with as much “VALUABLE” content as possible.
- Not sales!
- Not an opt-in!
- Not an invite to a challenge!
Your sole focus is to engage them with valuable content that fits into one of these 13 Content Blocks:
1: Personal Story: something you have gone through that creates transparency between you and your audience (here’s an example of this).
2: Personal Philosophy / Beliefs: a belief you hold that shows your audience what and why you believe in something, and provides context about what you do (here’s an example of this).
3: Lifestyle: a post that shows your audience how you live, and how you practice what you preach (here’s and example of this).
4: Authority / Value: this is where you offer high value that places you in a position of authority, so you can share your expertise and skill-set (here’s an example of this).
5: Results / Training: where you break down how a process works, and provide practical training or help (here’s an example of this).
6: Process / Method: similar to training, this highlights an actual process your audience can use to move from problem to solution (here’s an example of this).
7: Pain / Problem: you highlight your audience’s problem or pain, and link it to how you can help them (here’s an example of this).
8: PR: where you promote a piece of content that’s appeared on an authority site, or possibly an interview on TV / Radio / Podcast (here’s an example of this).
9: Celebrity: where you associate yourself with a celebrity / authority figure, ideally showcasing how your method has helped them — or is relevant (here’s an example of this).
10: Testimonials / Case Study: you highlight how you helped one of your clients, having them record a video talking about the impact you had on them (here’s an example of this).
11: Question: this is where you ask your audience something, in a bid to create engagement and start conversations with them (here’s an example of this).
12: Invite / ASK: this is where you invite your audience to take action, creating a micro-commitment so you can send them more value later (here’s an example of this).
13: Solution / Application: similar to an invite / ask, bit this time you focus more on the solution you offer and highlight how they can apply it and/or take action (here’s an example of this) .
Over the first few weeks you need to share all these types of posts with your audience, giving them a mix of who you are, what their pain is, how you have helped people, etc…
Your aim is to become “top of mind” and again… RE-ENGAGE your audience!
And here’s the best part… a lot of this content may already exist. Chances are you already have the PR and the case studies, and you’ve already written Facebook Posts or Blog Posts or Recorded Videos that touch on one or more of these content blocks.
You don’t have to create everything from scratch!
You’ll have to create some posts, sure, but a lot of it may already exist 😉
Now, I won’t talk about how you can organize this and collect it, because I did this in a previous post (click here to read it). A lot of this relates to Facebook, sharing messages organically and then turning them into Advertising Stacks.
But you can take this and run with it for other platforms like email, Youtube, Instagram, Twitter, and whatever else gets you in front of your audience.
It’s all about creating ‘impressions’ right now, and ensuring you become “top of “ mind”.
Because once someone sees something 12 times, it becomes their reality!
And after they see someone or something 50 times… they decide whether it’s true or false.
They either love you or hate you!
- You magnetize the right people.
- You polarize everyone else!
Achieve this in the first three weeks, and you’ll blow up your launch 🙂
So, what you need to do is take those 13 Content Blocks and create posts / videos / messages / emails for each. Like I say, you may already have some of this but you may have to create new content, too.
Once you have your content, it’s a case of sharing each piece so your audience sees you often, but doesn’t see the same message over and over.
The easiest way to do this is to create an ‘Ad Set’ in Facebook (we like to call them Omnipresence Stacks) that have 15-30 ads set to a single impression each (over a 30 day period).
This means a single person will only see that single ad ONCE over a 30 day period.
But because you have 15-30 of these ads, they see YOU a lot!
You can do the same thing with email, sharing a different email every few days that focuses on a different content block. The same applies to Linkedin and Instagram and other social media.
You can do all this organically, and then supplement it with paid ads
You can advertise via Youtube and Google and Outbrain…
- After a few days, your audience begin to notice you (everywhere) …
- After a few more days, they begin to take notice of what you say …
- After a few more days they start to either “buy into” you or not …
- After a few more, you either built their trust or you don’t …
You’ll magnetize some and polarize others!
Either way, you’ve re-engaged your audience and built intimacy and trust. You’re either relevant or not, and you are starting to become an omnipresent force of nature.
You’re almost ready for Weeks 4 and 5, where you turn awareness into action…
But before that I’d like to touch on Facebook Groups, and how creating a new one is a great asset during an Omnipresence Blast (whether you have an existing group or not).
Here’s why …
The great thing about a Facebook Group is that you get to bring a defined audience into it and share ONLY a certain type of content.
So even if you have an old group with thousands of members, they may know you in a different context.
- Maybe that group has lost some engagement…
- Maybe they don’t engage in the group like they used to…
- Maybe that group focuses on a slightly different topic…
- Maybe it represents an older version of you, rather than this present one…
Unless you have an existing group that aligns perfectly with your new business mentorship program, my advice is to create a NEW one.
This is what I’ve done several times, even though I already had previous groups with 10,000+ members.
Remember, during these first few weeks you’re sole focus it to re-engage them and build intimacy and trust. Every message you post needs to be relevant, and you want to come across in a specific context.
A new Facebook Group helps you achieve this, because it allows you to create ongoing organic content while your online ads work in the background. A Facebook Group means you can speak to and engage with your audience, and keep EVERY discussion on-point (and linked to those 13 Content Blocks).
Doing this has been HUGE for me.
(and one of the main reasons ‘The Relevancy Engine’ has been so successful)
It’s allowed us to create a specific home for our avatar, and deliver specific content to them at the right time. It also allows you to take what you do in weeks 4 & 5 to the next level, so let’s get to that now…
Weeks 4-5: Turn Awareness into ACTION
As you enter week 4, you need to start turning awareness into action.
However… this still isn’t the time to sell.
By now you should have re-engaged your audience and they will either love you or hate you. Those who love you are ready to take the next step, whereas those who don’t… well, they’re not the right fit.
So, what is that next step?
A live training!
You may like to do a webinar, or like me, you may keep everything within your new Facebook Group (via a live stream). I find this both easier and more engaging, and because I’m not focussed on getting their email or having them opt-in to something, a live Facebook stream makes a lot of sense.
During this training, you’re not “pitching” them like you have no doubt seen on countless webinars.
Instead, you provide valuable (actionable) content that illuminates their pain/problem, highlights what life could look like, and shows them the gap (providing a solution of some king they can walk away with).
- Continue to give.
- Continue to add value.
This live training session is where you take intimacy to the next level, and helps you build the trust needed to bring the “right” people into your business mentorship program.
Now, I’ve run A LOT of live training sessions like these.
If you’re in my ROI Facebook Group, you’ve probably gone through the process I’m about to share with you, and although you may not have noticed it before, I imagine you will in the future 😉
This is how I get people onto my Live Trainings, and this is how I keep engagement high throughout:
Post #1: Personal Story
To begin with, you want to share a personal story that links to the live training you’re going to do. Focus on a process, pain or problem you have gone through, and how you turned it around by going through the process you plan to share.
At this stage you don’t need to mention the live training or even go through the process.
The point is to engage them, and a personal story is a great way to do this.
Post #2: Personal Philosophy
Next, you need to focus on your beliefs and WHY you have made the changes you have, and WHY this matters to your audience.
This is a chance for you to showcase your authority and prove you’re an expert in your field. Again, relate this to your live training, but at this stage you still don’t have to mention it.
Post #3: Lifestyle
At this stage you have shared your story and your beliefs behind WHY you do what you do, so you must now show yourself “living” this.
This could be a video or image, or a short piece of text that shows you practice what you preach.
Post #4: Question / Invite (soft)
You’re now ready to ‘test the water’ by ASKING your audience if they would like YOU to show them how to do all this (what you’ve hinted at in the previous messages).
Simply post something like, “I’ve told you about the process I go through to achieve “X”, and I’m thinking of creating a Live Training in a few days that shows you how to do it step-by-step. Would you like me to do this Live Training?”
Ask them to comment “yes”, as this encourages them to make a micro-commitment.
Post #5: Results (Testimonial / Case Study)
At this point you need to share a few examples over the next few days, showing them how your process / method works.
This could be a combination of you sharing your own results, as well as some testimonials or case studies from other people you have helped. You still haven’t told them the live training will go ahead yet, so the aim of all this is to create curiosity by showing them what life could look like.
Post #6: Invite (hard tag)
Finally, tell your audience that you’re running your live training at a certain time and date, and TAG EVERYONE who liked or commented on the previous “Question / Ask”.
Over the next few days… keep mentioning your Live Training.
Mix this up with testimonials and results, and build up excitement. Do this and you WILL have a lot of people show up, and because you’re not selling anything, you’ll take trust and intimacy to the next level!
And don’t worry, this does not take long…
The whole process takes place over 4–6 days!
I’ve used this process for all my live trainings in recent months, and I get more and more people show up and engage each time I do. It’s a gamechanger, so try it for yourself sometime 😉
Okay… so that’s Week 4.
But what about Week 5?
By now, your audience love you or hate you.
Again… this IS NOT a bad thing!
So long as you magnetize the right people, polarising the rest saves you a lot of wasted time and money.
Meaning in Week 5 you can ramp up your messages so they lead to a specific call to action, focusing all your content on a mix of:
- Case Studies
- Pain >> Solution Messages (hero’s journey)
Continue to show them how your offer is the solution they need, and for the first time SHOW them what your offer is — talk about your business mentorship program: who it’s for, what it involves, how it helps…
But please DO NOT spoil this by having a bunch of countdown timers and bonuses!
I hate Scarcity Tactics like this, and even though you may launch your business mentorship program live, everything you do now should be with the aim of an evergreen solution moving forward.
All I will say is this.., scarcity DOES NOT work (not in the long term).
And because you’re creating transformation, you don’t need to worry about this. Those who love you and are still paying attention to you at this stage WILL NOT give a shit about a countdown timer or bonus.
Be real with them.
Keep it human!
Invite them to get on a phone call with you, and have them fill out an application form to see if they’re a good fit for your business mentorship program or not.
And trust me, when it comes to a high-level business mentorship program (I’m assuming you’re creating something high end that costs at least $2,000), YOU NEED a phone call.
Don’t point them toward a sales page.
You need to get them on a call so you can vet them, but also because this is the final piece of intimacy that seals the deal.
I won’t go into what your application page should look like, because that’s a whole different training. But the single call to action should focus on “Apply For a Call”.
Don’t just link to your calendar.
Make them commit and what “this”.
You can use a simple form that grabs some important details (about their business, revenue, budget — basically anything that helps you decide if they are a good fit for your business mentorship program or not), or can take it to the next level and use a Typeform (which allows you to add ‘logic’ and segmentation to your application process).
My advice… in the beginning, until you’ve validated everything, keep it simple 😉
Once they fill in your application form, you can decide whether they are a good fit or not. If they are, arrange a call with them. If not, don’t.
As for the phone call… I have a 4-step close that I use.
Again, I won’t go into that here because it’s a whole training session on its own, but I am planning on doing a live training for that at some point, so if you want to stay in the loop apply to join The ROI Facebook Group (if you’re not already a member) and keep an eye out because that’s where the training will take place…
And that’s it… the step by step process we used to launch The Relevance Engine, and the process we help our clients with when they launch their own business mentorship program.
And not just for us.
We’ve helped many of our members do this, including Ross and Rachel who went from $20k per month to $90k by going through what we’ve talked about today.
Next week we’re showing you how they did it…
Through an in-depth case study, we’ll show you:
- How The ROI Method helped them make as much money in one launch (and in less than 90 days), than they did for the the whole year previously combined …
- How they created a new business mentorship program on the back of our process …
- The impact this has had on their business as a whole, and how it’s changed their plans for the future (in the best way imaginable) …
That’s next week, so keep keep an eye on the website because you don’t want to miss it 😉
Of course, Ross and Rachel aren’t the only ones to benefit from this process.
Dozens have gone through The Relevancy Engine and transformed their business in 90 days…
Including Pat Brewer, who told us ….
Pat runs a marketing and consulting company exclusively for financial advisors. When he started with the R.O.I. Method, he was generating around $20k-$30k a month.
Now, within 90 days of implementing this into his business, he’s cleared multiple $100k months.
Then there’s Wade Walters ….
Wade loved how his personal mentor challenged him to achieve what he had previously seen as impossible, and how this lead to him making back his initial investment within the FIRST WEEK of enrolling!
And here’s what a bunch of people are saying ….
If you’re still reading this, I can only assume you plan to develop and launch your own business mentorship program. Well, by following our process you will blow it out of the water, I’m sure, but I’m sure you can also appreciate there’s A LOT more that goes into than what I’ve had chance to share today.
So if you want one of our expert mentors to guide you up the mountain…
… and you believe you’re a good fit for The Relevancy Engine…
… and you’re ready to become the “GO TO” expert in your industry…
So you can be Relevant + Omnipresent + Intimate, ensuring your transform those you serve…
Book a call with us. If you are a good fit, we’ll make sure you take your business to the next level in 90 days or less, and help transform you into that “go to” expert 🙂