Thursday, December 14, 2017
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Authentic Startup: The Concept

Or, Don’t Overthink, Stick To The Model That Works

“Authentic Startup” is a way of creating profitable startups from scratch using personal and business experience you already have, or can easily obtain. It took several years for “Authentic Startup” to be transformed into a system in its present form.  It started as a “cheat sheet” I intended to use to “cheat” on any future exams at my “Experience University.”

In my own example, I was able to launch/co-launch several startups, including graphic design startup, a healthcare startup, a pharmacy (recently acquired by a chain), and even an EMR medical records startup by progressively building on each one of my business and life experiences.

“Authentic Startup” is founded on a concept that all of our experiences have a real cash value and it is up to us to “unlock” it using proper “packaging,” pricing and marketing tools while taking advantage of S.P.I.N. model at its core.

 

Authentic Startup: The Book

Eventually, “Authentic Startup” turned into a book with 40+ illustrations, graphs and inspirational content that takes a mystery out of launching a startup by setting up theoretical and practical frameworks to make your startup (or existing business) successful by keeping you away from overthinking and re-inventing the wheel by focusing on:

  1. How To Become a True Leader Of Your Own Startup and Stop Waiting on Others To Believe In Your Project

  2. How to Be Excited About Your Product

  3. How to Determine When is the Best Time to Seek Financing While Avoiding Traps

  4. How to Define an Authentic Product

  5. How to Package Your Product and Properly Price It.

  6. How to Properly Build a Website and Landing Pages with Conversion in Mind

  7. How to Achieve Explosive Sales Using Online Marketing and “The Nuclear Marketing” Concept

 

addtocart-amazon2

 Contents:

Listed below are the actual chapters of “Authentic SPIN: How To Turn Your Unique Experiences Into a Profitable Startup”:
  1. Authenticity as a Starting Point of Your Startup

  2. The Three Words That Will Make All The Difference

  3. The “Experience Game” Strategy

  4. The Omega Mission Principle & The Two Types of Startups

  5. The Startup Capital Trap 101

  6. “SPIN” Packaging Your Experience Into a Sellable Product or Service

  7. How To Create an Authentic Product or Service The Smart Way: Marginal Authenticity Principle

  8. How to “Tweak” Your Product and Improve Conversion Using 7SP Authenticity Test

  9. SPIN Packages and Pricing

  10. Internet Sales 101: 8 Elements Of a SPIN Website

  11. Internet Marketing: Search Engine Timbuktu Dilemma

  12. Unlimited Customer Leads: Adding SPIN Copywriting and Social Media Components To Your Sales Funnel

  13. Even More Customer Leads: Google Bus Scenario

  14. The Nuclear Sales Funnel

  15. The Spin Gravity Theory

 

addtocart-amazon2

Download it now! I look forward to your reviews and feedback.

When I came to America with just a few hundred dollars in my pocket, I didn’t yet understand the full potential of what it means to build an American dream from scratch. I didn’t know that an average Joe like myself had the capacity to make thousands, and later, tens of thousands of dollars in a single day as a part of my journey of consistently learning from, and building on both positive and negative experiences.

So, How Much Money Do You Need To Start a Startup?

Is it $5,000? $10,000? 100,000? 100 million?

What if I told that the amount of money you need to start your own business equals to, precisely, whatever you have in your bank account + however creative you can be to get the rest of what you need to get your startup going  ($0 in additional costs) + whatever experience you can bring to your business ($0 in additional costs), plus the cost of knowledge you will gain in the process.

I will explain.

A startup with $100MM does not have to be nearly as creative as a startup with only $1,000 to play with.
Similarly, a person with $1,000 in startup money will have to bring a lot more experience to, and be willing to learn a lot more from running a brand new startup:

before

 

10 Startup Courses (and Lessons I have Learned) at My True Alma Mater, “The Experience University”

Of course, the “knowledge” part can be a tricky one. During just the first few years of my startups I racked up a pretty hefty tuition fee payable to my true Alma Mater I call “The Experience University” (disclaimer: “Experience University” is not an actual university :)) The following is a short list of some of my pretty expensive “courses” I took at the “E.U.” while paying to the tune of hundreds of thousands of dollars in lost revenue and unnecessary business expenses (while the lessons below are real, course numbers, of course, are not :)).

1. Being Authentic 101 
A real life lesson where I found out that selling unique, authentic product(s) is the best way to maintain control of my pricing and profit margins. Startup that is founded on a unique/authentic product is, generally speaking, much more likely to succeed. Selling a high priced, unique product is much more rewarding and keeps your anxiety level within the normal range :). In addition, whenever you sell a product that is neither unique nor authentic you run a risk of competing with others over increasingly slimmer profit margins, thus automatically running a risk of losing your business.

2. Don’t Start a Business Just Because Someone Thinks You Should Start A Business 101
You can easily get yourself in a total disaster of a situation by jumping into, let’s say, a social networking project, or a brand new coffee shop business, expecting it to work just because it worked for someone else. Or perhaps because your friend told you that coffee shops in general make a lot of money.

3. Your Product Does Not Have To Be “Disruptive” to be Unique 101
Most of the billion dollar ideas (i.e. Facebook, Amazon.com, Google.com, Chobani Yogurt) are not all that “new” and not all that “unique.” All of them are slightly modified versions of products/services which already existed in the market at the time they were introduced. And yes, it took me a lot of valuable time to determine how much modification is needed for my product to be in demand.

4. Not Waiting On Others 105
Another real life course where I learned not to spend so much valuable time waiting on others instead of taking a lead and proactively doing a lot of the things (sales, etc) on my own.

5. Just Because You Have A Business It Does Not Mean It Will Make Money 201
Strange, but true. Going to work early and staying up late while working on your business does not equate to making money. What I have learned was the fact that one type of businesses is more likely to succeed and make more money than others and, ironically enough, the businesses that are likely to make more (a lot more) money, typically, require less (a lot less) work.

6. Being Your Own Boss Does Not Always Make You Free 205
Pick a business that does not tie you up to one geographical location. If you do not follow this advice, say good-bye to your travel plans and vacations. When planning a business, choose one that can be eventually managed via your phone and a laptop. I call it “The Agency Model.”

7. Many Already Have A Best Selling Product Or Service To Sell. They Just Don’t Know It Yet 305
Most of your business and life experiences can be packaged and sold by turning it into a new innovative service (consulting, graphic design, brokerage, a book, etc) or an innovative product (actual physical or software product). The problem for so many is not the lack of experience, it is the inability to turn experience into sellable packages and eventually into actual dollars. (Read my book, Authentic Spin, to find out more).

8. You Don’t Always Have To Spend Money To Make Money 401
Marketing can be very costly. Or it can be very cheap. It all depends on whether you are willing to spend some time learning how to do it. If you do it properly, you can get unlimited leads at very little cost. Yes, I am talking about online marketing.

9. Nuclear Sales Funnel 405
Don’t spend another dollar on advertisement until you can be sure that the sale of your product to just 1 customer will bring 2 more to your doorsteps.

10. Life Goes By Fast: The “Now” Method 410
From the time we are born util the time we die, only one moment matters. This moment is called “now.” Yesterday cannot be changed and tomorrow is not guaranteed. So if you want to start something. Start now.

 

Authentic Startup: The Concept

Or, Don’t Overthink, Stick To The Model That Works

“Authentic Startup” is a way of creating profitable startups from scratch using personal and business experience you already have, or can easily obtain. It took several years for “Authentic Startup” to be transformed into a system in its present form.  It started as a “cheat sheet” I intended to use to “cheat” on any future exams at my “Experience University.”

In my own example, I was able to launch/co-launch several startups, including graphic design startup, a healthcare startup, a pharmacy (recently acquired by a chain), and even an EMR medical records startup by progressively building on each one of my business and life experiences.

“Authentic Startup” is founded on a concept that all of our experiences have a real cash value and it is up to us to “unlock” it using proper “packaging,” pricing and marketing tools while taking advantage of S.P.I.N. model at its core.

 

Authentic Startup: The Book

Eventually, “Authentic Startup” turned into a book with 40+ illustrations, graphs and inspirational content that takes a mystery out of launching a startup by setting up theoretical and practical frameworks to make your startup (or existing business) successful by keeping you away from overthinking and re-inventing the wheel by focusing on:

  1. How To Become a True Leader Of Your Own Startup and Stop Waiting on Others To Believe In Your Project

  2. How to Be Excited About Your Product

  3. How to Determine When is the Best Time to Seek Financing While Avoiding Traps

  4. How to Define an Authentic Product

  5. How to Package Your Product and Properly Price It.

  6. How to Properly Build a Website and Landing Pages with Conversion in Mind

  7. How to Achieve Explosive Sales Using Online Marketing and “The Nuclear Marketing” Concept

 

addtocart-amazon2

 Contents:

Listed below are the actual chapters of “Authentic Startup: How To Turn Your Unique Experiences Into a Profitable Startup”:
  1. Authenticity as a Starting Point of Your Startup

  2. The Three Words That Will Make All The Difference

  3. The “Experience Game” Strategy

  4. The Omega Mission Principle & The Two Types of Startups

  5. The Startup Capital Trap 101

  6. “SPIN” Packaging Your Experience Into a Sellable Product or Service

  7. How To Create an Authentic Product or Service The Smart Way: Marginal Authenticity Principle

  8. How to “Tweak” Your Product and Improve Conversion Using 7SP Authenticity Test

  9. SPIN Packages and Pricing

  10. Internet Sales 101: 8 Elements Of a SPIN Website

  11. Internet Marketing: Search Engine Timbuktu Dilemma

  12. Unlimited Customer Leads: Adding SPIN Copywriting and Social Media Components To Your Sales Funnel

  13. Even More Customer Leads: Google Bus Scenario

  14. The Nuclear Sales Funnel

  15. The Spin Gravity Theory

 

addtocart-amazon2

Download it now! I look forward to your reviews and feedback.

Content is business. Let’s treat it as such.

We all have read it a million times. Put out relevant content. Use relevant images. Search for what’s trending and try to replicate it. Use content curation. Repurpose popular topics. Occupy a popular niche or no one will ever notice.

Now, here is the bad news.

Last time I checked it’s 2015.

This means that right now, at this very moment all of the above can be increasingly done either through drag and drop applications or through a service such as curationsoft.com, curata.com, repubhub.com or by using any number of similar applications which make the job of a content “curator,” blog “repurpose-or” and post “recycler” increasingly meaningless.

Content is business. Business is about trust. Can you really build it by copying other people’s stuff?

What I find fascinating is that most of the blog posts telling you how to write an effective blog post today are mere copies of some other posts on the subject.

Now let’s take an imaginary trip to, let’s say 2016 at which point dragging and dropping popular content in order to “repost,” “repurpose” and “curate” would be the thing of the past and your presence won’t even be needed. At all.

What would it mean for your “curated” blog, your website or your business?

How will you be able to “compete” for quality content then?

Short answer: you won’t be able to.

So what is there to do? And yes, there is an answer:

Stop Wasting Time on Blogging. Focus on Developing Your “Voice” Instead.

The key word here, of course, is “wasting,” not “blogging.”

So, how do you stop the waste? You do so by focusing on developing your voice.

  1. Don’t Waste Your Time On Blogging Tip #1.

    Start by realizing that by constantly chasing the popular “voices” on the internet, you are losing the only one that matters: your own. And if you don’t spend time developing your own voice you are wasting your time by blogging. Moreover, if you are on the path of copying, organizing, reorganizing and curating content that already exists, you are probably on the path of being replaced by a content curation software in a very, very near future.

  1. Don’t Waste Your Time On Blogging Tip #2.
    Realize that if you are a true entrepreneur (business owner, investor, developer), you will never run out of difficulties, trials and serious obstacles to overcome. And this, in turn, means that you will never run out of quality content to write about. Funny how you can always detect if a person who writes a particular post is really a business person or a free-lance, pay-as-you-go copywriter who knows very little about running a business but tries to make it sound as if he does. Focus on writing about a particular fix in your business, as opposed to chasing the “trend” on how someone else did something for theirs.
  1. Don’t Waste Your Time On Blogging Tip #3.
    Realize that your own content (the one you actually paid for with your own trial and errors) is much more valuable than any content that is currently trending. Especially because chances are, the only reason “trending” content is trending is because it was recycled over and over by a great number of those who cannot come up with any original ideas.
  1. Don’t Waste Your Time On Blogging Tip #4.
    Don’t panic over your next content topic by spending your precious time searching for that next big thing to write about. Next time you are frustrated with something, or whenever something goes wrong in your business, chances are, it will make for a topic others would actually want to read. In addition, if you are a true author of your authentic content, one topic, can easily be expanded to another, which is a difficult task when you spend your day simply copying or “curating” content. In my case, by the time I am done with one post, I already have several new topics to write about. Since I am writing all of the posts myself, my biggest issue has never been about coming up with topics for content, but rather with having enough time to put all the content ideas up on my blog (which will probably be my next topic :)).
  1. Don’t Waste Your Time Blogging Tip #5.
    Don’t sell out. Write for yourself. Build your own business toolbox of concepts, ideas and shortcuts. Understand that even if it takes a bit of extra time to put together content that’s relevant to YOU, the time you spend on it is never wasted, simply because:
    a)      This would be something you can use over and over again for yourself in the future.
    b)      Preparing and posting your own, authentic content is part of your personal and business growth process. It is that “experience” coin (the one I talk about in my book) which can be cashed in for real money as soon as you earn the trust of your readers.

Truly yours,

Max Azarov
Authentic Spin, Author
YoloStartup.com Project Founder

Ah, the social experiments we all so much enjoy.

I was recently a participant at a business networking luncheon with some 120 sales people in attendance. All are sales people (not necessarily business owners) looking to network,  prospect for new business, exchange business cards and contact information. In fact, all paid a fee to get in and to, specifically, develop new business relationships. To gain some traction with the new crowd my company offered a prize in exchange for coming to our table, exchanging contact info and filling out an email form (or, essentially, doing what most of the sales people came there to do). The prize was a brand new iPad mini (the 8 magic letters that, typically, create a stir during various giveaways I have done in the past).

Of course, I didn’t have to do the prize. The assumption was, of course, that everyone at the luncheon was there to network and build new relationships with potential clients anyways.

Now, a question. How many sales representatives do you think came up to my table to share their business card and/or signed up for the iPad giveaway?

The answer is 18. Yes, as it turns out just 15% of all sales people who came to network were actually there to network (and win an iPad along the way). How crazy is that? Let’s look at it visually.

ipad7

 

Now, when the time came to announce the winner, the “winner” was nowhere to be found as she couldn’t stick around for a chance that she just might be the winner. So take that 18 and turn it into just 17. Now, we are down to just 14.16% of people who were willing to show up during the announcement and hear the name of the winner.

Then, of course, as expected a “replacement” winner was pulled out of the proverbial hat and the thunder of applause had exploded to congratulate him with his new iPad mini. No strings attached.

ipad5

Now, Let’s Talk About The Business Side of Things

Needless to say, the 85% of non-participants did not get a chance to win the iPad or to get my company as their client. So what happened within the 15% group?

ipad8

 

A Note on Success and Showing Up

Woody Allen once, famously, said that 80% of success is showing up and you would typically find his quote under “funny” or “humor” category on most known quote websites. However, humor aside, success, in fact, is about showing up, willing to take chances and participate (or create) business opportunities when everyone one else sits it out on sidelines. My social experiment was small but rather indicative. Take chances, go after opportunities and if it seems like there none left, create one for others as more and more doors will unexpectedly open. Don’t be discouraged if not everything goes as planned, don’t stay on the sidelines; simply do, simply act and when the opportunity presents itself, simply show up for a chance at success.

Authentically yours,

Max Azarov,
Authentic Startup, Author

On Google, a cost of 1(!) click for a word “startup” in my geographical preference is $10.

No, this is not a typo it is $10, yes, American, yes, dollars.

This means that if I needed to launch a test version of my marketing campaign in my niche and run it for 1,000 clicks (as I used to back in the days when a click didn’t cost nearly as much), I will have to spend $10,000, yes, American, yes dollars.

Let’s let it sink in: that’s probably enough money to jumpstart a brand new business.

If you are, let’s say legalzoom.com (sorry, guys, for spending your hard earned $10 on frivolous research) that looks to capitalize on incorporating startups, $10 (may) make sense (I cannot tell for sure, since I don’t know their sales funnel). But one thing I can tell for sure, is that a company trying to promote any product for which it will receive less than $10 is,well, out of luck.

How High Does The Cost Per Click Go?

So how high does Google’s price per click go? According to a recent article on wordstream.com it goes as high as $54.91 (for insurance related keywords). The lowest cost per click on their Top 20 list is for the word “cord blood” at $27.80, which makes my “lousy” $10 per click seem almost laughable.

Below is the infographic chart you can find on wordstream’s website.

where-does-google-make-its-money

Now Let’s Take a Look At The Top 4 Most Horrific Places Where Your Clicks May End Up

Yes, of course your Google clicks may end in the right hands clicking on your link moments before reaching for their very special American Express Black card and become your customers. That’s the ideal scenario and yes it can happen. Very often, however, it is far from being the case.

#1. I’ll admit, my heart skips a beat every time I see a 3 year old chasing a digital frog on a free app (with AdWords’ clickable ads at the bottom) her Daddy downloaded last night onto her tablet. Sometimes she catches a frog. Sometimes she catches an ad costing an advertiser more and more of his marketing dollars.

To a little girl clicking on an ad is a minor disturbance in a fun game. To you, it may be a cost of a long awaited pizza dinner after hours of work. Now, imagine not one, but thousands of those little cute 3 year old kids with their cute 3 year old hands clicking your business all the way into the ground, one $54.91 click at a time. Insert  a track to your favorite horror movie music and fade into black.

#2. Let’s think of those “Top 20,” or “Top 30” anything lists i.e. (Top “Photoshop Fails” and the like), where in order to move to the next “Photoshop fail” you have to click on a tiny arrow, surrounded by Google ads. While someone accidentally clicks on a link and quickly backs out of it, to you it may be another $10 dollar expense you simply cannot afford.

#3. Your 2 year old decides to spend Saturday watching funny kittens on YouTube. Non-stop. No one has taught him how to skip or how to not click on ads. Thus, in a matter of just a couple of hours he “earned” $100s of dollars for Google while costing you as an owner more and more resources.

#4.  AdSense scams. While Google claimed at some point that they are looking into the problem, but I do, personally, believe that AdWord scams are out in full force. This happens when a person who signs up for AdSense clicks away on ads AdSense places on his/her websites.

Fine. Some of it, of course is an exaggeration. The 3 year olds, the no-good fraudsters that click their way into riches at your own expense, it may all not be as bad, but the question remains: at what point the risk associated with paid advertisement outweigh the returns?

Content Marketing vs. Pay-Per-Click Marketing

Content Marketing vs. Pay-Per-Click Marketing

This weekend Google “suggested” I spend $2.75 per click for keyword “fashion” for my clothing startup. I said sure, let’s give this another shot. AdWords gives me a pretty good data on traffic I get to my site and that’s great. And yet, when it came down to what mattered most, i.e. signups, the outcome was very much comparable to what our Twitter account brought to us just one week ago for exactly $0.

Yes, of course, you may say that I am not providing you with enough data and that, of course, the number of users I added with Twitter last week ultimately reflected the amount of followers on my specific Twitter account. Sure. But this goes beyond the point I will attempt to make here.

 

Content Marketing + Social Media Clicks vs. Paid Clicks

It is year 2015 and pay-per-click by large search engines become less and less affordable, while their clicks become more and more questionable. Google’s 35 allowable letters for $1-$54 per click in 2015 cannot compare with Twitter’s 140 letters for $0. The idea that your Google dollars can go to a click-happy toddler with no interest in your product may seem to be okay at $.10 per click as it was in the good ol’ days.  At $10 per click, it is no longer reasonable. And just like 10 years ago, when it took everyone to realize that Google was a much more profitable model over, let’s say Excite or Yahoo when it came to ROI, today everything looks completely different and paid clicks today gradually become what billboards became to businesses 10 years ago – an exceedingly losing proposition.

 

An Exceedingly Winning Proposition: Building Your Own Superior Resource of Niche-Specific Valuable Information via a Niche-Specific Blog, One User at a Time 

Google didn’t have AdWords to market itself. It built its customer/user base one visitor at a time, by providing a superior product.

Back in the early 2000s Google won everyone over by being an efficient “content broker” and a hub for all things valuable on the internet. It was better than Yahoo, Excite, HotBot and whatever else we were using back in the days as a search engine. It re-defined the internet by giving us what we wanted when we wanted instantaneously though its unique algorithm of prioritizing more popular websites over less popular ones. It made sense. The AdSense.

However it is 2015 and users are going more and more beyond popular and into a content that is more and more useful within a specific nicheFor example, a particular piece of information may be extremely useful, but not particularly popular outside of its niche and, as a result, Google will not make it readily available on its search pages.

Users Looking For More Useful Content Tend To Find It Outside of Search Engine Results

Today, the technology allows us to exceedingly do away with various non-niche “content brokers” and non-niche resources (i.e. big name search engines). In the past decade or so, we’ve all learned our way around the internet and we now tend to hangout on what I would like to call “tribal platforms,” i.e. twitters, wordpress blogs, and various quality online communities we have learned to love and enjoy. It is those “tribal” blogs, sites and platforms that are gradually taking more and more bites out of Google’s main function of a superior “content broker.”

There lies and opportunity for all of us.

Today, using blogs and community-based platform we have the ability to “build tribes” of like-minded individuals, one user, one fan at a time using WordPress or whatever other content hosting platform of your choosing. Today, anyone can, if you will, become an efficient content hub, as well as content “broker” with a website or a blog  that can provide exceedingly more useful (not just more popular) content for its visitors within a specific niche.

If you are reading this post today, chances are you came here either from another blog, a social media post, or any number of other tribal platforms that have nothing to do with a typical search engine as we know it. Those “mini-content-broker” blogs and social platforms are here to stay for many years to come and I see the advertisers in a very near future moving away from search engines and into individual blogs and social communities within targeted niches.

High volume, high quality blogs in a specific “niche” do not have to pay a penny to search engines and at the same time charge thousands of dollars for ads and blogposts as their audience within their niche keeps expanding independent of any non-niche search engines.

One user, one fan, one blog subscriber at a time. This means that if you woke up this morning thinking that the 1 blog fan you gained on your company’s blog (after spending 2 nights putting together a useful article) is not worth the effort, think again. This is the future.

 

Truly yours,

Max Azarov
Authentic Spin, Author
YoloStartup.com Project Founder

If you have ever started a business you are very familiar with this: a Facebook “Like” button on your page was installed days ago and yet the number of likes has been stuck at 11, seemingly forever. Does this mean no one likes your product?

Not necessarily. But this does, however, mean that your product may need a lot more exposure, and that, in turn, can lead to a lot of stress and unnecessary pressure.

Big established companies have this thing I call “a lot.” They already have a lot of users and, as a result have “a lot” of leverage when it comes to hiring best employees, best developers, best sales people, you name it.

For obvious reasons young startups do not have this type of leverage. A startup may have the most amazing product out there and yet, limited users means, well, limited everything. How in the world are you going to hit your first million users if, as of last Thursday you counted only 32 new user signups in your admin console?

Unless you already have an experience of quickly gaining hundreds of thousands of users, chances are, the idea of gaining, let’s say your first million users may seem like a rather daunting task. On top of that, as a new startup you probably simply do not have the skill to manage this amount of users in any meaningful way. This is why the tool I most often recommend is:

 

Doubling To Infinity

The premise of “Doubling To Infinity” is this.

At any given point you already know how to double (or increase by 100%) the amount of users you ALREADY have, since you have ALREADY done it before, thus you can be pretty certain that you can do it again. For example if, so far, your website has 32 users after you promoted it on Twitter, you can be pretty sure that by doing the same amount of effort you can get another 32 users, thus doubling your number to 64. The number 64 now becomes your new point of certainty and you can now focus on your new goal of 128, without the stress of  getting to a million users, since, chances are, the leap from 128 to a million users at this point may appear unreachable.

Of course, each round of doubling your users will push you to be more and more inventive, while allowing you to always see your user glass as half full as opposed to nearly empty.

“Doubling To Infinity” will allow you to subdivide your goals into 100% doable tasks, the goal setting structure I have often used in the past.

Surprisingly, in my experience, doubling my users to, let’s say, a couple of thousand took less effort than doubling from 50 to a 100 (a task that also seemed impossible at the time).

Thinking in terms of graphs, this is how “Doubling To Infinity” strategy looks visually:

ladder-edited

 

One user, one measurable step at a time, doubling your users from 64 just 16 times will get you to a promised land of milk, honey and over 2 million users.

Don’t let the opportunities pass you by. You are who you are. You do what you do. And if you plan on doing something, I urge you to do it now.

 

Sincerely yours,

Max Azarov
“Authentic Spin,” Author

 

 

 

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Why are we falling behind? Why is it that sometimes it seems like we are stuck and our life is not moving anywhere?

We are used to think of things as moving in a unidirectional fashion. Think of a photograph being printed on a printer. Think of a book being created page by page. Think of a car moving from from Point A to Point B. Everything that surrounds us, on surface, seems to be moving steadily forward, towards some sort of a goal. Why is it that sometimes, it appears that we are falling so far behind?

The Revolutional Destiny Theory states that no matter how things may appear to be moving on the surface, below the surface they have to move in a revolutionary manner in order to create progress. Think of the cartridge ink moving from side to side, filling each line with color before moving onto the next one. Think of an author writing and re-writing  countless number of words and pages before the book is complete. Think of the cylinders built into each car’s engine, creating one revolution after another to propel the car forward. Things that appear to be moving forward on the surface are often propelled by an up an down, a side to side or any other revolutionary motion, often not seen to others.

Now think of your destiny, where all of her ups and downs are nothing but a part of the ever revolving machinery, necessary to complete your life’s masterpiece. Destiny is NOT a non-stop, one-way movement to achieve a hypothetical goal. Desitiny is one revolution after another, a series of ups, perfectly matched with a series of downs, just like an invisible cartridge in your life’s most intricate printer, destined to print your desitny’s ultimate picture in full color!

Authentically yours,

Max Azarov Author, “Authentic Spin”

You can’t sell anything if you don’t have confidence, they say. Fake it until you make it, they say. But can you truly “fake it until you make it”? And how do you “fake” truly authentic confidence? Is it even possible?

The answer is both “No” and “Yes.”

On one hand, confidence cannot be faked because it is either you have it or you don’t. Whenever you are trying to project something you don’t have, it comes off as awkward and unnatural, so even if you try to “fake” your confidence, your inconfidence will immediately be apparent to your potential consumer.

So how do you get confidence? Is there a method? Is there a book I should read?

There are no effective books about confidence. Just like there are no effective books on how to appear smart and knowledgeable. It’s either you are smart or you ain’t. True confidence is a result of accumulated experience. The more of it you have, the more confident you are. So, the only thing I can recommend here is this.

Imagine your confidence in any given situation as a big bottle of a very bitter beverage on that top shelf of your favorite bar and the only way to be completely confident about something is to, everntially, drink the bottle to the very end, one shot at a time. Each shot, of course, being a new experience, new sales call, new contact or that new customer presentation. The more “shots”  in life you will take, the more confident you will get. The very first shot of bitter “Confidence” will not make you much more confident than you last one and yet, all of the shots combined will give you everything you need to be authentically confident!

Authentically yours,

Max Azarov
Author, “Authentic Spin”

 

In a marketing environment where authenticity is gold, one might wonder, how can anyone give birth to an idea or a marketing strategy that is both, highly authentic, and in high demand? And if you are on the verge of something great, is there a way to know it for sure? Thus, we come to

The Authenticity Of Babies Theory

As a consumer of many things of this world, I came to realize that there is a wide spectrum of things I would be willing to give up, provided the proper pricing is set in place. This spectrum, however, has some pretty definite exceptions.

One such exception, is my son who, of course, is not a thing, but has the authenticity value that cannot compare to anything else in this world. As a finished output of a highly superior creator, the babies are designed as a perfect ”product” we, as parents, are willing to pay, care  and work for during a very extensive period of time. Namely, a lifetime. Thus, babies (philosophically speaking) are a perfect product that responds to our basic human needs.

Now, is it possible that to create the most authentic product or design the most authentic marketing strategy all we have to do is to… take a closer look at babies?

The Authenticity Factor Of Babies

Interestingly enough, while we often refer to our babies as being “unique,” it is important to note that most of the DNA of any baby is structured to mirror that of any other animal on earth and the rest is a roughly equal mix of DNA traits of its Mom and its Dad combined. In fact, the “UNIQUENESS” factor of any given human baby comprised of less than 10% of his or her DNA. Now, would it be appropriate to ask:

If the 10% authenticity factor is good enough for people, is it also good enough for a new product or a marketing strategy?

The Authenticy Factor of Successful Products

Nike did not invent shoes, Starbucks did not invent coffee, Monster energy drinks did not invent energy drinks, Facebook did not invent social networking and Groupon did not invent online coupons. When it comes to successful marketing approaches, Aflac did not invent the use of animals on TV and AllState did not invent the use of accidents in commercials and yet, the slight creative difference (of a duck saying “Aflac” or the famous “Mayham” commercial series for AllState Insurance) was all that mattered in making their ads successful.

While each company is unique in its own way, the “Authenticity Factor,” or the way the idea behind the products were different from other products in all cases was only slightly different from the ideas of their predecessors.

Often, all we need as human beings slash eager consumers is something that is just a little bit newer and a little bit better to consider buying a, or buying into a product.

All we need as human beings slash eager entrepreneurs, slash sales people is an Authentic Spin that identifies our products and our marketing approach as different enough to be considered Authentic by others.

And while, sometimes, that difference may appear as a revolution to others, the success, often is a result of a difference that is very small and yet, profound.

Kind of like that very small difference in each of our DNA.