Value of Process vs. One-Off Event

Introduction

• Speaker: Shannon Waller with Dan Sullivan
• Topic: Importance of having a process rather than one-off events
• Application: Both within the Strategic Coach program and in coaching clients

Processes vs. One-Off Events

• Entrepreneur Trap:
  • Focusing solely on transactions/product sales
  • View each sale as an isolated transaction

Personal Experience with Processes

• Farm Life: Annual cycles and repeatable processes
• Education: Yearly academic cycles (Grades 1-12)
• Catholicism: Multiple repetitive rituals
• Army: Structured routine processes
• Four Seasons Hotel:
  • Consistent, high-quality experience worldwide
  • Reliance on a curated, secret process
  • Process includes over 200 steps ensuring uniformity and quality

Strategic Coach and Processes

• Strategic Coach Program: Built on processes to ensure consistent output
  • Workshop creation: Clear steps
  • Backstage activities: Food, materials, organization
• Coaching Clients: Highlight importance of process over product/service
  • Financial services as an example

Process in Financial Services

• 1970s Coaching:
  • Life insurance agents focus on product
  • Recognized top agents understood processes
• Processes Provide Predictability: Transformation vs. transaction
  • Process-based advisors create better client relationships

Real-World Examples of Effective Processes

• Disney: Extensive processes for customer experience
• Amazon:
  • Transactional to transformational customer experience
  • Personalized engagement and feedback loop
• Tesla:
  • Continuous software updates for cars
  • Enhancing customer experience

Entrepreneurial Insights on Processes

• Shiny Object Syndrome: Entrepreneurs’ tendency to chase new ideas
• Balance:
  • Finding personal enjoyment and client satisfaction
  • Examples from personal life (vacations, favorite places)
• Importance of Familiarity:
  • Repetition brings comfort, allows for creative innovation
  • Jazz as an analogy: Structure with room for improvisation

Practical Advice

• For Entrepreneurs:
  • Design processes incorporating personal preference and client joy
  • Repeat and refine to discover new insights and improve
• Success Indicators:
  • Consistency in producing great experiences
  • Building a reputation for quality and reliability

Conclusion

• Key Takeaways:
  • Avoid one-off events; focus on creating and maintaining processes
  • Balance personal and client satisfaction in processes
  • Processes lead to innovation and better customer experiences