um talk me through the Capstone pitch structure because that fits in sort of fits in next doesn't it sort of um there comes a point where you need to start going to groups so when you're launching a business initially you tend to be communicating people with with people one-on-one even when you're sending direct messages it's onetoone communication um so there's a lot of like just interacting with people one at a time um once you want to scale up by definition scale is where you start talking to groups of people it's where you're trying to communicate to large audiences of people and and have a message that resonates with a lot of people um so entrepreneurs have to do a few things that are a little bit hard when they're scaling they have to uh communicate with groups of people rather than on to one they also have to enroll people into new ideas by virtue of the fact that you've got a new business there's some sort of a new idea that you're presenting people with you're presenting people with something they haven't thought of or that they haven't had access to before so this is called pitching where you're pitching people you know to to do something so you know you you want uh the beauty of Entrepreneurship is that our big primary weapon that we have as entrepreneurs is our pitch so if you think about like how often entrepreneurs use the pitch they use it to raise money they use it to get employees to join the team um you know we pitch for what we want it annoys me people kind of think there's some sort of you know secret to entrepreneurship largely we just go out and pit for what we want it's like oh how did you get the money to get started I pitched for the money to get started I talked to you know 140 investors and 12 of them went ahead um how did you get that person to join your team I said quit your job and come and join my team they're like like what do you like do you expect that people just magically show up like of course you're going to have to pitch people so if our weapon as an entrepreneur is the pitch we have to have a sharp weapon we got to sharpen that weapon up so it's ready for battle so a great pitch is sharp so how do we sharpen it up there's there's a few key areas that we sharpen up so we call it Capstone uh Clarity right can we clearly Define what is the idea Authority why the hell should I listen to you why the hell should why should you listen to me um you know what gives me any business talking about this what's my authority problem what problem are we trying to solve in the world solution how have we approached this solution how do we solve it then the T can stand for one of two things it can either stand for the why which is the big Vision or the traction which is what have we done so far what have we achieved so certain pitchers need a big Vision they need a this is the big why other people that you pitch to they need to know where are you at in the road map traction right so I make a choice do I want to pitch the y or do I want to pitch the traction um and then opportunity what's the opportunity for the person come and join the team invest your money into this become a supp fire become a distributor do a joint venture partner with it partnership with it so that's the opportunity next steps is what do we need to do next and then the emotion or the essence uh at the end is leave people on a high make sure you leave people feeling the reconnected with the essence of what you do or the emotion of what you do don't finish with next steps don't finish with a to-do list finish with uh you know a big uplifting end of the pitch so I always build my pitches pitches around the Capstone method um and you know that way I've got a very sharp well produced pitch um and this is for everything if I'm pitching someone to quit their job and come join my team I I mentally I Capstone that um and if I'm pitching a product I Capstone pitch it if I'm pitching for investment I do a Capstone pitch for that and I I like the way actually you just dropped in there as well you know it works for things like suppliers and Distributors and franchisees and you know anybody you want to get on that Journey it's still within it's still within that pitch process isn't it it really is um one of the differences between a real deal entrepreneur and someone who's just running a business is how often are you pitching so I see people who have been in business for 20 years but the last time they pitched was 19 years ago and I go well you know why do you think why do you think you deserve to earn more than just a manager like let's just take a a traditional business in most traditional businesses I can hire a manager for 30 grand £30,000 um three or four grand a month I can buy a hire a manager if I have a pub down the road that is open till 2:00 in the morning and is full of nightmare problems every single day the person running that might be on 36,000 a year um so when people say oh you know I'm not earning enough in my business it's like you're not behaving like an entrepreneur you're not behaving like a CEO you're not behaving like some high futin person you turn up and do the work every day if I objectively if I wanted to hire someone to replace you it cost me about 3540 Grand a year um so why should you earn more than 3540 Grand a year what because you started the business 10 years ago who cares so one of the ways that we know that we're in entrepreneur mode is that we're out pitching for stuff we're pitching pitching pitching that's the high value work right it's pitching things into existence it's enrolling people into a movement um you know it's it's I love that movie Braveheart where he has to ride his horse across to all the Clans and he has to unite the Clans and he has to pitch them into joining him and then they go onto the battlefield and they all say oh no we're not having this and they decide to R it ride away and he he says hold up one second sons of Scotland you can run and you may live or you may fight and you may die right but he gives them the pitch he says you know he says you you you you're better off dying on this battlefield this is what you want to do you don't want to be laying in your bed regretting this moment um so he gives them in that moment he gives them a pitch he enrolls them into a new Behavior he gets them doing something they wouldn't have otherwise done it's a great kind of illustration of pitching you know your job as an entrepreneur is to roam around enrolling people into your battle uh and um and keeping them on the battlefield [Music] n [Music]