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The Thriving World of Ghostwriting: How to Build a Personal Brand from Scratch with Clifton Sellers

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Each week, I reflect on lessons learned growing my Personal Holding Company — the good, the ugly, and everything in-between in raw, unfiltered, free-form writing.

3 Simple Systems Every Business Needs

I've lived and breathed business for the past decade of my life.

I learned about successful startups. I started 3 businesses. My company grew to almost 8 million in annual sales.

Building a business is like playing chess.

Except that instead of having one enemy, you may have two or three at a time.

You don't know how many enemies you'll have to face at any given time.

Oh, and the wind might cause your pieces to move around at random.

No big deal, right?

Just keep playing the game.

After learning for ten years, I have narrowed down the art of building a business to three simple systems.

What are they?

Let’s dig in…

Here are the 3 systems every business needs:

• Product

• Distribution

• Operations

If you can master all 3 systems, you're guaranteed to succeed.

But I promise you, it's not easy.

I'll simplify the main goals of each system to grow your business.

Product

In a nutshell, the goal of your product is to delight your users.

Seems simple enough, right?

Simple, not easy.

Your product should be so good that your customers will advocate for your product.

They'll spread the word without you telling them.

It's free marketing.

If you create a product so good, your product should grow naturally via word-of-mouth.

So, keep getting feedback, keep iterating, and keep improving your product.

Essentially, you're optimizing for customer retention using as little resources as possible.

That's the job of your product.

Distribution

Distribution is how you find new users for your product.

Here, your job is to find the best new customers for as little cost as possible.

Find the best channels for your highest value customers and acquire them for cheap.

That's the job of your distribution system.

Then, you hand off the customers to your Product system

Again, simple to understand, but difficult to execute.

Operations

Product & Distribution are the two primary systems in a business.

But Operations might be the most important of them all.

Operations oversees both Product & Distribution systems to make sure things are running smoothly.

It's the "glue" that keeps all your systems running without a hitch.

If you think about it, Customer Service is a result of the gap between what was promised vs. what was sold.

Overpromise and underdeliver?

You bet your inbox will be packed with unhappy customers.

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