the two things I would offer that really profoundly help in an organization and they they're both religion for me um and it change the course of my life change the course of my business number one I learned to start with why right so I gave you the example before I I didn't tell people what I do I tell people what I believe right so when you're flying home on the flight you know after this event you know you'll probably sit next to somebody on a plane and you have plane conversations where somebody turns goes what do you do and you go I'm a chiropractor and they go and except for the 10% of people who like want to talk to a chiropractor that conversation is over because nobody cares about what you do and by the way if you said what do you do and they go I'm in marketing they go you're going to go cool I I so the two things I did number one I stopped talking about what I did and I only started talking about what I believed right you you heard the hypothetical example I gave a moment ago you say I love what I do every single day I help people find ways to live a more inspiring life oh my God how do you do that believe it or not I'm a chiropractor and I then you can talk about you for the next you know two hours if you want right so number one was I learned to start with why I learned to start with what I believe not what I did the second thing is the law of diffusion of Innovations it became my a religion for me right really really quickly law of diffusion of Innovations all populations sift across the standard deviation the bell curve if you have hyper performers you have low performers you have an average always right like I know in this room there's a percentage of people who are just nodding their head going ah I love Simon I know there's a percentage of people in this room who go he's an idiot right and then I know there's an average who are kind of open-minded right I know that coming in so the law of diffusion tells us that the first 2 and a half% of any population are your innovators these your big idea people Richard Branson Steve Jobs Elon Musk right then you have your early adopters these are the people with a a higher risk tolerance they're willing to try something new be a part of something that reflects their own beliefs they're willing to spend more money make more effort travel further to see you go out of their way because somehow you reflect their beliefs then you have the early and late majority more cynical more practical what's in it for me will I get my money back if it doesn't work out right and then your laggards the only reason they partake in anything because you have no choice they have no choice anymore clearly we all want Mass Market success or mass Market acceptance of an idea in other words we all want the bell and usually what we do is we we throw all of our efforts at the Bell right which is why we have promotions and sales and guarantees we're talking to people with low risk tolerance and what I learned is that in the with the law diffusion if you can get 18 to 15 to 18% Market penetration there's a social phenomenon that happens called The Tipping Point and it just goes if you ignore what I'm telling you you'll always get about 10% % I guarantee you 10% of your patients they love you oh I you love them rather oh I love them they get it right that's not enough to make the system tip and so I got extremely good at figuring out who was an early adopter and who wasn't so people would call me up and they say I heard about you convince me why I should hire you not an early adopter so I would say don't and this is at a time where I needed every dollar I was living paycheck to paycheck I had no money in the bank and I would turn down business with people who were the wrong fits I'd get I'll get you later the people I said yes to were the ones who believed what I believed because I started with why and they would say things to me like you're on to something I don't think it's perfect but you're doing something and I really like it I'd say yes to those and they did more to build my practice than I could because they believed what I believed that they would tell more people about me and my work than anybody else and so my work spread with zero dollars in marketing because I started to get really good at working with people who believed what I believed and they told their friends