How to Kill Two Stones with One Bird, Part 1

THE essential word in entrepreneurship is leverage.

It means, “To increase the rate of return from an investment.”

And it’s not just something you do.

Leveraging is an attitude.

A lifestyle. A pattern of thinking. An approach to business.

Always thinking about what’s next.
Always creating with the end in mind.
Always transforming your thoughts to things.

AFTER ALL: Ideas are free. But execution is priceless.

That’s what makes entrepreneurs successful — they learn how to transform even the smallest events, situations, experiences or ideas into breakthroughs.

IN SHORT: They always kill two stones with one bird.

That’s right. You read it correctly. Two stones, one bird.

So, today will be the first in a series of posts about leveraging. I’ll do my best to write a new one (roughly) once a week.

NOTE: For future reference, you can keep up with this post series at

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Now, in my experience, I’ve found leveraging to be a function of QREATIVITY; that is, asking yourself constant, creative questions.

So, here’s your list of Leverage Questions for today:

1. Where can you create the most leverage? This basic question lays a foundation of expansion and growth that will help you kill two stones with one bird with every idea, situation or experience.

Again, the word leverage means, “To increase the rate of return on an investment.” So, whether it’s an investment of time, energy, capital or attention, there’s always SOME way you can leverage it.

REMEMBER: Ideas mean NOTHING without leverage.

2. Are you recognizing when life is giving you a gift? Part of being the luckiest person you know realizing that you’ve been lucky. Paying attention. Plucking from the world around you. Noticing when opportunities are presenting themselves and immediately responding to them.

So, from ideas to people to situations, never forget to give thanks for all these great gifts life gives you! That way, life gives you more of them! See, the universe is participative. That which you appreciate appreciates.

REMEMBER: Success doesn’t come unpartnered. Recognize that you’re not alone and show appreciation for the gifts you’ve been given.

3. Are you saving your bad ideas for later? Bad doesn’t mean always “terrible.” It COULD simply mean “bad timing.”

Keep your unused ideas around, just in case. Revisit them regularly. You never know, something that sucked five years ago might be GOLD today!

REMEMBER: Even bad ideas have their place.

4. Did you buy the domain first? The word domain comes from the Latin dominium, which means “property.”

LESSON LEARNED: The minute you get a great idea, register the website.

Even if you’re totally broke.
Even if you’re not sure if your idea will work.
Even if you’re years away from the final product.

Buy the domain.

Websites are the new real estate.

REMEMBER: He who owns the domain owns the idea.

5. Did you google it first? Before you get too carried away with your new idea, you should probably google it first. Just to make sure someone else hasn’t already thought of it. Cheapest and most effective market research in the world!

REMEMBER: If it doesn’t exist on Google, it’s yours for the taking.

6. How can you do the work once and benefit many times? This is the key to duplication, multiplication and ultimately, replacing yourself.

You need to build a foundation.

Now, maybe that means writing. Or setting up systems. Or making a business process self-sufficient. Whatever you do, constantly ask yourself, “How can I do the work once and benefit many times?”

REMEMBER: Take yourself out of the equation.

7. How can you make this into your own? Because there’s nothing new under the sun, the key differentiator is process.

Delivery. Voice. Medium, not message.

That’s why you need to “notice things and give them names,” as Seth Godin explains.

Observe, watch, read, pluck and listen to your environment. Content is just BEGGING to be captured! You need to create names, designations and titles for the things you notice. They must be original, creative and consistent with the branding of your content and philosophies.

REMEMBER: Don’t copy, don’t imitate – put your own spin on it.

Read part two of this series!

What’s your best Leverage Question?

Share it here!

* * * *
Scott Ginsberg
That Guy with the Nametag

…tomorrow goes ON AIR!

Everything you do should lead to something else you do

The most important TWO WORDS in your entrepreneurial lexicon are:

What’s next?

Because everything you do should lead to something else you do.

Everything you do should:

Set yourself UP.
Set yourself APART.
Set yourself AHEAD.

So, in order to do so, I suggest asking these Leverage Questions. Let’s take a look:

1. What else can be made from this? The key to leverage is to look at something you’ve created and then play with its potential. It’s called “Movement Value.”

For example, if you’ve been posting on your blog every day for a year, could you combine those writings into a book? Or, if you have a stack of pictures sent in from various customers over the years, what if you created a “Meet Our Clients” slide show and posted it online?

REMEMBER: Accumulation is equity.

2. Now that I have this, what else does this make possible? Best leverage question of all time. At the end of a project, or if you gain a new skill or obtain a new piece of technology, think to yourself, “OK, now that I have THIS, what ELSE am I enabled to?” and “What does this make possible that wasn’t possible before?”

REMEMBER: Springboards, not straightjackets.

3. How else could I deliver this information? If you’re a writer or information marketer, remember that your customers and readers learn via four methods: reading, watching, listening and doing.

So, ask yourself if you’re REALLY appealing to widest audience possible. Consider mixing the medium on a regular basis. This will keep your delivery fresh and maximize your visibility. Even if you hate video, for example, do it because your customers love it.

REMEMBER: You aren’t your customer.

4. Are you saving your bad ideas for later? Bad doesn’t mean always “terrible.” It COULD simply mean “bad timing.” So, keep your unused ideas around, just in case. Revisit them regularly. You never know, something that sucked five years ago might be GOLD today!

REMEMBER: Bad (can) later become good.

5. How can I trickle? Once you get your foot in the door and work with ONE particular client, there are three directions in which future client work can trickle:

a. UP: if you worked with the state office last year, perhaps the regional and district office would want you this year!

b. DOWN: if you consulted with the national office this year, there’s no reason you couldn’t secure work with all seven of the regional offices next year!

c. OVER: if you just completed a municipal contract with the West County Branch, what if you sent a testimonial video to the East, North and South County Branches?

REMEMBER: Work three dimensionally.

So, if you want to set yourself UP, set yourself APART and set yourself AHEAD, you MUST ask these types of leverage questions.

Learn to adopt a “What’s next?” philosophy in every endeavor.

AND NEVER FORGET: Everything you do should lead to something else you do.

What’s your secret to leveraging everything?

Share your best technique here!

* * * *
Scott Ginsberg
That Guy with the Nametag

…only 11 more days until goes ON AIR!

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