172: Maximizing Your Unfair Advantage With Dov Gordon

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Any small business owner knows that entrepreneurship has its highs and lows. Our guest, Dov Gordon is no stranger to this. Dov is the Founder of The Alchemist Entrepreneur, Ltd. He is a business expert who helps other coaches and consultants scale their businesses from small into big. He struggled with his own business for years until he discovered the secret that brought a lot of success for his own small company, and then taught it to others. One by one, they too experienced the success that was elusive for all those years. He’s here to talk about how to maximize your unfair advantage so you don’t want to miss this episode.

Maximizing Your Unfair Advantage With Dov Gordon

I want to remind you that Your First Thousand Clients is now a two-way conversation. You can talk back to me anytime you want. Simply go to YourFirstThousandClients.com and click on the speak now button or Speak to Mitch button, which will record your voice and deliver your message directly to me. I could reply with my voice as well. Go ahead and give it a try. I love to hear what your opinions are on the shows that you have read. All you got to do is go to each individual show page for every guest. There you will find the Speak to Mitch button.

My guest is a business expert who makes other coaches and consultants successful. He struggled with his own business for years until he discovered the secret of a lot of success for his own small company and then taught it to others. One by one, they too experienced the success that was elusive for all those years. He’s here to share a new program with us, something that’s very exciting. Dov Gordon, welcome to the show.

It’s great to be back, Mitch.

This is a second appearance of Dov on Your First Thousand Clients. You probably heard him back in episode 83, which was titled, Making The Sophisticated Simple: Do More Faster. Dov has a way of doing things even faster and more profitably. Before we get into that, give us a little bit of a reminder of how this all started for you, why you’re in business and how did you get to be who you are now.

I was in my early twenties, married and I needed something to do to make a living. From age thirteen, I’ve been interested in business marketing. I discovered the business and personal development sections in the local library. I have read lots of books. I learned a lot. I felt that I had a lot to offer but didn’t quite know what I was doing. I had a lot of chutzpah. I’m willing to go out there and try things, although I was usually terrified and often didn’t quite have the words that I needed. I tried many different things. It took me a long time, many years to figure out what I was doing, what I was trying to do. Why things would work? When they would work? Why they wouldn’t work? When they wouldn’t work? Over time, I was able to turn that into a simple marketing and selling system. Early on, I was targeting larger corporations in the sense of between $10, $150, $200, $250 million in sales. It may not be huge but medium-sized.

What is your unfair advantage and how do you maximize that? Click To Tweet

Several years ago, I shifted to work with other consultants, experts, coaches and small professional service firms to help them create a consistent flow of ideal clients. I came to understand that I was not a natural marketer and salesperson. I knew I had a lot to offer, but it took me way too long to figure out how to package that up. How to find, then get in front of my ideal clients and turn that into a simple repeatable marketing and selling systems. Simple as hard and a consistent flow of ideal clients. It took me a long time. Most people who have mastered their craft and good at what they do, they struggle to get the clients that they want. From what I’ve seen, most people who are good at what they do are not the ones who are looking to build multi seven-figure and scaling businesses. There are other people who were very driven. Maybe those are the 1% at the top in terms of experts. The next 19%, what they want is they want to be doing great work with great clients, making a great income. It could be mid to upper six-figures, low seven-figures. Those are the ones that I’ve been focused on helping.

I know we’ve been there. It takes a while for people to get oriented in a new business with a new message. We know that there are some people that seem to come right out of the gate and succeed very quickly. Seven years is a reasonable amount of time to perfect a process that helps others, which is something you could teach and duplicate through the eyes, ears, and facilities of other people and other companies. Dov, what I have learned from working with you as both informal and formal member of your tribe or your group, is that you seem to stay focused on solving problems with simple solutions.

I remember one of the things you said, you talked about a problem that people have. They don’t want a solution to something else. They want a solution to the problem they have. You nailed it. You are getting more clients. I’ve learned from you about how to phrase what I do in a way that makes it compelling and simple. It is something we all have a little bit of a struggle with. Now, it’s starting to happen as the world and business evolve, what we are finding more is that people enjoy becoming part of groups and solving problems in mastermind, like fashion in groups together. I’m part of one of your groups. Why don’t you tell us a little bit about the groups you formed and maybe the beginnings of how you came up with what you’re about to share.

FTC 172| Maximizing Your Unfair Advantage
Maximizing Your Unfair Advantage: With all the technology and all of the amazing power we have in our pockets, there is a loss of community for so many people around the world.


There’s a number of levels about this group. It’s a community. With all the technology we have and all of the amazing power we have in our pockets, there is a loss of community for so many people around the world. That is unfortunate. I saw some headline somewhere about it’s affecting people mentally. Mental health is being affected by all the social media stuff, but it’s not going to go away anytime soon. It’s fascinating to see how we can be so connected, disconnected and alone. That’s a very related point, but it’s not the main point here. I realized going back when I started transitioning from targeting corporations to working with other experts and consultants. I was going to use the internet to get in front of ideal clients. I was looking for other people who marketed and sold to the same audiences online to do joint venture promotions. It was several years now since I started, I built this small group that I started with a handful of people who I’d never met in person but we’d met online.

We grew it to a couple of hundred good people all around the world. We promote each other, support each other, learn from each other and meet up in person. It’s not just business. We’ve had quite a number of areas when we’re aware of someone’s going through a difficult personal challenge, which everybody has from time to time. We try to figure out how we can help and support them. Some people have talked about that publicly. I can mention, Matthew Kimberley, who your readers might know. He sent an email to his list about it. He had a son who had open-heart surgery in London a number of years ago. He and his wife were stuck there. They have two kids who are there. He couldn’t work for a few months. We all got together and thought of ways we can help him. We sent over a bunch of money to a colleague in England who brought a fat envelope with cash so Matthew and his wife could take some time to themselves, get a babysitter, go out for having a nice dinner and get some toys for the kids.

It’s what we could do. That’s what we were able to do. If you remember, we did the last webinar with Mike Seddon. Mike was suddenly diagnosed and discovered he had three months to live. It was back in 2015. We were wondering what can we do for somebody who is 51 years old and suddenly discovers he’s got three months to live. He was a giver. I had the idea of giving him a chance to give. We made it easy for him. A bunch of us promoted this last webinar. I helped Mike organized it. He shared some good reflections. I think that we were all running through life so quickly that we don’t slow down. We don’t take what he’s started calling a Seddon day. If anyone wants to see the last webinar, it’s on YouTube. Search for the Last Webinar with Mike Seddon or Dov Gordon. Certainly watch that and share it with others. Take that hour out of your regular day to step back, think and reflect.

It’s not just business. It is primarily business, but it’s also personal. I think that the community at first is like, “We were getting together. We were promoting each other. We had different things.” We were like, “I’m doing this. Does anyone wants to help send it and share it with others?” I immediately realized on our very first group conversation that it was not going to work. You have to build a community that’s based on strong relationships and people find ways of supporting each other and doing business together. I do want to emphasize that this is one way of building this type of group. I also built a group previous list of CEO’s that meet this $10 to $200 million a year businesses. I have a client now who’s building a group of what we call these Alchemy Network. He’s building an Alchemy Network that’s comprised of senior executives at $500 million to $1 billion-plus companies. He has about between 45 and 50 people who’ve joined his group.

You have more control over the culture when you're building it a little more slowly. Click To Tweet

He’s working on this for several months. Within a 48-hour plus period of time, he had five senior executives book themselves on his calendar. These are senior executives of five different companies. The two of them are doing $500 million in revenue. The other three companies are doing $1 billion or more. It’s hard to reach these people, but he’s using the approach that I helped him work out over a period of time. Some trial and error, but following the basic plan, the process that I laid out for him. It is a long sales cycle so it is important to get these relationships upstream before they even know that they’re looking for you. That’s a big key here. When they are ready, he helps them see what he can do and what they need. It’s so much easier because all the various different decision-makers are likely to be involved. It becomes a lot easier because they are already under the radar community. The idea as I see it is that you can become an under the radar leader in your industry and you have well-placed people bring you more clients than you can handle. That’s the basic idea.

I want to be clear on several things that you’ve mentioned. These are informal groups that you’re putting together. The first one that I know of was JVMM, which is the Joint Venture Mastermind. It started out as a free membership. I think it goes back a few years even. You evolved that membership. At one point, you must have had about 200 people in the group, of which many were not participating. This is the key. What happened to this group, yes, we were friendly with each other and in some cases became lifelong friends with one another individuals in the group, promoted each other’s products, and did joint ventures. There was no commitment to the group. It was like, “Maybe I’ll check-in and see a big block of emails that I haven’t read in about a week or two.” What you did is you took a risk. You did something very bold. You decided that you would charge for the first time. You asked people to step up and pay a little bit of money, not a ton, but commit to the group in a new way. What happened after people said yes and paid you. What would you describe as the transition between what that group was and what it is now?

It’s important for people to realize that you’ve got to do things that scare you. This absolutely scared me and it was a lesson for me on many levels because some members have been suggesting for several years to start charging. I resisted it. I was afraid of losing good members. I was afraid to lose the people that I had relationships with, people that I could reach out to. Over the years, we’d built a solid network of people that many of you audience know them. I didn’t know if they would all stick around. I had to get to the point where over a period of time, I came to understand that this was the right next step for a variety of reasons. I was willing to give it all and to lose everything. I didn’t think I would lose everything, but I did think that we’d probably go from about 200 members with about 100 are maybe inactive and another 100 were active. Divide that 100 into thirds. Maybe 1/3 were super active, another 1/3 were somewhat active, and last 1/3 were active occasionally. I thought I’d probably lose everybody. Maybe get between 20 and 30 to join us to continue with the modest annual fee. I was pleasantly surprised when we had about 50 or 51 people who decided, “I’m in.”

FTC 172| Maximizing Your Unfair Advantage
Maximizing Your Unfair Advantage: Many people are good at what they do and they’ve mastered their craft, but they’re not necessarily born marketers or salespeople.


What happened was, we saw some people have been quiet on the sidelines. They said, “I had been quiet because I didn’t realize or feel like I had that much to contribute. Now that I’m paid, I’m going to make sure that I participate more. I’ve been wanting to participate more. I’ve hesitated.” We’ve had others who continued because, they said, they got so much value from it over the years that they’re surprised I didn’t charge sooner. I should have charged more. That was very kind of them, but I got to take it in stages. That was a good experience for me having run it for many years for free and then transitioning several months ago to paid. I can say that I’ve seen both. I started guiding clients as I alluded to. I started helping other clients to build their own Alchemy Networks as a way of getting in the back door to their ideal clients. There are different ways of doing it. A group could be comprised of colleagues like the JVMM. It could be comprised of ideal clients like the one I’m talking about, where my client is building the senior executives of big companies. It could be comprised of recommenders. I’d certainly go with one of the first two as a first choice but recommend is also as an option.

I’m going to give you the stage because what I want you to do is teach us how to create an Alchemy Network. If you could go through the steps and what the various nuances are at each step.

I’ve been talking to more people about this because as I shared with my list, what it is, I’ve gotten some positive response from people wanting to learn about it. I’ve gotten some people sign up to work with me to help them build it. The first question is, is it something I should do? It is important to recognize that there are many tactics available. There are Facebook ads, podcasting, webinars, Google ads, SEO, public speaking, writing a book, Instagram, on and on with technology and all the different things we can do. It’s overwhelming for most people. The thing that happens is that for many experts, consultants, and professional service firms, especially if a new client for you is worth $15,000 or more a year, most of your business is probably coming from some kind of relationship. It is not necessarily exclusively, but someone that you met somewhere, someone who heard about you or was referred to you.

The online component creates many more opportunities for people to build relationships. Click To Tweet

The problem with these things is that you can’t cost them when you want to, unless you create an Alchemy Network like this, where you build your own under the radar network. You become an under the radar leader in your industry and you follow a certain template or approach that encourages introductions when you’re looking for them, not necessarily when someone happens to think about you. That’s important. The other thing is that many people who are good at what they do, they’ve mastered their craft, but not necessarily born marketers or salespeople. They bounced from thing to thing when it comes to marketing. What they want is a simple, repeatable plan like when they’re working with a client. They’ve got it down to processes and plans. In every situation, you adapt, you make some changes. They’ve got simple processes. They’ve mastered their craft. They see clarity where everybody else sees chaos. When it comes to their marketing and sales, they see chaos. I want to help them see clarity.

We all need some kind of unfair advantage. I came to understand this a few years ago when someone in our group was talking about how he was building the marketing plan that they’d put into place for a conference that he was a partner in putting on. We heard about who was speaking at this conference. Some real big headliners. We’re all asking different questions. I asked him, “Are you paying all these people to speak? That’s a lot of payment. That’s a lot of cash for that. What does it cost? How does that aspect work?” He said, “My partner is friends with these people and they’re speaking as a favor.” I thought to myself, “This guy probably has $100,000, $200,000, maybe $250,000 speakers coming to his event. That’s a big chunk of cash for any event.” Especially, it’s an event with 200, 250, 300 people. How do others compete with that? I realized, “That’s an unfair advantage. That’s interesting.”

I started looking back and I realized, “What are my unfair advantages?” I realized that as a teenager, for a brief time in the summer, I was performing magic as a sixteen-year-old at an indoor amusement park for adults while the kids are running around and playing indoors. I was making $45 an hour. This was going back in the ‘90s. That was pretty good. I realized, “How did I get there?” I got there because I had met somebody at the magic shop who worked there. He invited me to do some lessons with him. We paid for five lessons, then he says, “You’re good. I’ll work with you for free.” I still don’t know why he offered that. Maybe it’s because he realized that my parents probably wouldn’t have continued forever. I don’t know why. I was quite baffled because they were paying. Over the next couple of years, I’d go to him every few weeks for a lesson. I learned a lot. He helped me prepare for this opportunity. I had an unfair advantage over there.

My mother happened to know the person doing public relations for the Central Amusement Park. She called her friend and said, “My son does magic. Do you think that would be something you would benefit from?” She spoke to the owner. I went in and did a little performance for many of them. He liked it and he hired me. That was an unfair advantage. All this together, I came to realize that relationships are your unfair advantage. Google can’t slap your relationships. Facebook can’t change their algorithms. Suddenly, we have a mutual friend who was spending $10,000 a month on Facebook ads for a couple of years running a multimillion-dollar business. One day, it all stopped. He spent $600,000 over the following eight months, three agencies trying to get it back. Nothing is there.

FTC 172| Maximizing Your Unfair Advantage
Maximizing Your Unfair Advantage: The first principle of a thriving alchemy network is to be valuable to those can be valuable to you. Ultimately, that’s what it’s about.


The relationships that you build, they don’t go away, unless screw somebody or you do something to ruin it. Stephen Covey pointed out years ago when he talked about the relationship bank account. He says, “If you bump into a high school friend. You pick up where you left off many years ago.” Those who we’re in touch with on a daily, weekly basis, our spouse, our children, our close friends. We need to constantly work on the relationship and that’s where there’s an opportunity. If you have a good relationship with somebody, it’s going to be there for years unless you ruin it. This is something. I came to realize that. I didn’t think about this when I was starting my own networks. I realized that I needed a way to get in front of my ideal clients I didn’t have the money at the time to spend on pay per click ads. I realized, “If we did joint ventures, then I pay people after I get paid as opposed to paying out before and not knowing if I will get paid.”

That’s what started it. Looking back and noticing what I did well in the community that we built and seeing how many people join masterminds or start a mastermind. It peters out over time. I came to realize that I had figured something out that was special and important. Now, I’m helping other people build their own Alchemy Network so that they can have their own unfair advantages, especially when they’re competing with the celebrity types. The ones who are very visible. The guru types in their industries. Not everybody is interested in being a guru. Not everybody’s interested in being a celebrity. You have to have your own unfair advantage. That’s how I see this.

 You made a point of saying that these relationships, if you don’t see somebody for twenty years, it’s almost as if time stopped because you’re back in touch. I have found that to be somewhat true and somewhat not true in the sense that my relationships, the ones that I cared the most about require maintenance. It is not quite the maintenance of a wife or a husband, but the type of maintenance that requires an effort to stay in touch. More importantly, not just to talk but to care. To be in a place where you are sincerely interested in the welfare of your friend and/or your associate. You share those types of conversations, if not on a super regular basis, at least on a semi-regular basis so that there is that continuity. Don’t you feel as if what you’re talking about in building a network like this promotes that type of relationship?

That’s absolutely true. The point I was making is that no one can take it away from you. Relationships take time. They take thought perhaps to be thoughtful, to be considerate. This is why you want to be strategic about who you’re inviting into your Alchemy Network. This is one of the first ideas that I can share, if you’re looking for people who can be valuable to you. The first principle of a thriving Alchemy Network is to be valuable to those who can be valuable to you. Ultimately, that’s what it’s about. It doesn’t mean that you’re only valuable to somebody looking for something in return. That’s not at all what I’m talking about. It is being smart. If you’re looking to accomplish certain things in life, you’re going to have to build certain kinds of relationships. A relationship is as much about you investing in somebody else, but it should be the right person. You’re absolutely right. We’re on the same page there.

To build a thriving community and culture, people need to feel a sense of belonging. Click To Tweet

There are five main areas. I’ll give the overview first and then we can maybe go a little deeper into some of them. There are five main areas that they need to go through, to work through, to build out in order to build an Alchemy Network that is comprised of well-placed people who could send you ideal clients on an ongoing basis. The first is you’ve got to have a clear concept. What is the big idea for your Alchemy Network? What’s the clear concept? There are two parts to that. The first question is who is your ideal member? Who are the members that you want? I don’t care who you are, you have options for this. The first question or the first aspect of this is, am I looking to attract colleagues who can help me get in front of their audiences? Maybe an accounting firm that has a large client base of certain types of businesses. It might be somebody as an example of a colleague type. That’s one option. The other is you have your group intended for your ideal clients directly. Like my client, let’s call him Mike. He is building a network of senior executives who are in a position to hire him. He started getting some questions. He started conversations about how he might help people.

The last option is the recommenders. People who may not be the buyers themselves, but they work closely with the buyers. They’re in a position to bring you in, at least, introduce you. They’ll be taken seriously. I recommend the first two wherever possible. If the first two are not possible for whatever reason, I recommend the third one. That’s one side of the coin. The other side of the coin is what’s that big idea that will lead your ideal members to want to participate? You’ve got to formulate that thoughtfully and carefully. At the end of the day, we’re looking for simple. Simple is not so easy. Simple is usually hard. It’s usually harder than complex, complicated. We need to get those things down. It’s important to get this right because they form the foundation of everything else that you do. The first step is to get clear about the ideal member, your big idea or your concept.

The second area is get started filling your group with amazing members. There are a number of different processes that you want to develop over here. The first one is identifying candidates. You’ll probably start with some people that you know, but you will also be looking to find and reach out to people who you don’t yet know. You need a simple process for identifying candidates. Number two, you need a simple process for inviting candidates. Number three, you need a simple process for interviewing your candidates. Number four, you need a simple process for onboarding your new members. Those who pass your interview. It’s important to say that you absolutely do not want to accept everybody. It is important that this is not about, “Let me get a lot of people in here.” I generally recommend that you start off with somewhere between 10, 15, 20 members. You can add maybe between 5 to 10 members a month because that’s how you build a community. If you’re going to build a community, it’s possible to do it the other way around. I think you have more control over the culture when you’re building it a little more slowly.

In terms of business results for you, that could come right away. It’s hard to know. This is a long-term strategy, but it’s your secret advantage. It’s your unfair advantage. Once you build it, you have it for the most part. It’s worth doing. It’s important for people. Sometimes people think, “I don’t know if I have time for this.” You’ll see the benefits immediately. Anybody who’s running after a quick fix either hasn’t been in business very long, certainly hasn’t matured enough or stub their toe enough to know that the quick. There’s no such thing as a quick success. When it’s a super quick success, it usually is an up and down. It’s more luck than the system. It is more luck than skill. Skills and systems are where it’s at for the long run. The second area is to start filling your group with amazing members. I want you to start filling a group even before you have everything in place. The third thing is easy tech setup.

FTC 172| Maximizing Your Unfair Advantage
Maximizing Your Unfair Advantage: You’ve got to create alchemy events, that is, giving people the opportunity to connect with you and to promote you.


This is not a big deal, but there’s a bunch of tools, mostly free that we use to manage the group. I share with our clients a bunch of templates that I’ve used over the years, but it’s some simple tech. One of the things that I forgot to mention that people will want to make that decision at the beginning is if they want this to be online or offline or mix. Most of what I’ve done lately has been online. Initially, when I was running that CEO network, it was completely offline. I’ve done both. I’ve done different versions of this. I have clients doing mostly online, but he also runs another offline group. I’ve got some colleagues who are running offline groups that’s doing well for them. They’re both options. We generally have a bias towards online, but it’s easily transferred or easy to add offline. Even those who started off offline, I’d been recommending them that they have the online component as well because that creates many more opportunities for people to build relationships, not just every six weeks when they meet in person.

I have a question here that might be something you’ve already dealt with. We had talked in some depth privately about culture. You mentioned it briefly in your overview. What happens in an Alchemy Network if somebody ultimately is not a fit? How do you deal with that individual? What are you dealing with when it comes to fixing the problem?

That’s step four which I was about to get to. It is to build a thriving community and culture. We’ll talk about that since we’re bringing it under that umbrella. People need to feel a sense of belonging. At first, you’re going to need to start conversations, whether it’s through email conversations. I personally don’t recommend using Facebook groups or LinkedIn groups for this. I believe in email-based communities because when people are letting you into their email, it’s much more intimate. It’s more of a commitment. There are exceptions but generally. I don’t know about you, but if I ever go to Facebook for some legitimate business purpose to check out something in a group that I may be part of, that’s where I need to go. What usually happens is 30 minutes later I’m shutting Facebook. After I shut it, I’m thinking, “I never did what I went for.” It’s so easy to be distracted. LinkedIn groups at least until now, they’re not that functional. People don’t see it that often. I’d rather be in someone’s inbox every day. When you do it right, they’re happy to have you in their inbox as you have been for many years.

Another guest of yours, Suzanne Evans, who’s been a member for a number of years. I’ve got her on video saying our group emails are the only group emails that she has come into her inbox. That says a lot. When you have a community, there are absolutely issues that could come up. I had to let somebody go from the group. I don’t think he’s a bad guy. I heard some stories about over several years, in various different iterations, he had a tendency to over-promise big things and then not follow through. He did not deliver what he promised. I asked myself, “Could I in good conscience recommend that a friend give this guy money for whatever?” My answer was no. Therefore, I couldn’t have them in the group. It doesn’t matter who’s right. I know that he has explanations. He can explain this or that. At the end of the day, I wouldn’t recommend him to somebody to invests in him in a program he’s running or working with him on this or that.

What makes a group valuable is when people participate because they want to. Click To Tweet

I’ve seen how there’s a pattern for whatever reason, whoever is to blame, but there’s a pattern of him taking people’s money and then not delivering what he promised. He doesn’t belong in the group. It was not pleasant. I’m not sure everybody understood. I don’t think that everybody did. I did get some questions. I did not give details beyond a high level because I don’t think he means it. I think that there’s perhaps a lapse in judgment to some degree. That’s my conclusion. I could be wrong about it, but in this type of thing, you need to be a bit of a dictator. None of us have the time to investigate in depth. All these things, nor is that our place. I think that’s a bit of a tough leadership decision. Sometimes you got to say, “You’re not fit.”

The basic rule is that if you as the leader of your Alchemy Network feel someone’s not a fit, then it’s your job to ask them to either clean up their act or leave the group. That’s what you did in this case and it worked fine. Let me take a brief moment to summarize what you said, an Alchemy Network is a way to bring people who are your best potential clients in a group to share with each other ways of being more productive, making deeper connections or reaching people outside of that immediate network. The structure of the group is similar to mastermind based on email where people get to talk about issues and maybe help one another as well. This is a group run by a leader. That leader is paid a fee for the job of building, hosting and structuring this group perhaps. Ultimately, if it’s valuable to everybody in the group, they’ll stay. If it’s not, they’ll leave. The Alchemy Network is very similar to what I would call a casual mastermind. Would you agree with that?

I suppose. It depends on what that means. This is not rocket science. There’s nothing here that hasn’t been done before, but remember simple is hard. Simple is hard precisely because we get in our own way. That may not be the only reason that it’s hard. You have to make some basic decisions that are like, “I can serve these people. What should the concept be? How should I run this? What about building a thriving community and culture? How do we create a sense of belonging? How do I spark conversations? How do I make this into a place where people feel that they are gaining value so they want to participate?”

For example, we once had somebody a couple of years ago send out an email promoting a paid weekend event of someone else in the group. Both of those people had been silent for at least a year. I got a couple of complaining emails behind the scenes saying, “What was that all about? Where did that come from?” Everybody in our group market things and we sell things. None of us are afraid of that. The thing is that emotional bank account that Stephen Covey talks about. You’ve got to be making deposits. If you just pop up and send something, then you’re going to have some grumbling. I emailed the person and I said to her, “I got some feedback about that email you sent.” She said to me, “I’m sorry. I guess I should be more active. I should participate more.” I said, “I don’t think you got my point. You don’t have to participate at all. I’m not looking for people to participate because they feel they have another chore.”

That’s not what’s going to make the thing valuable. What makes the group valuable is when people participate because they want to. They recognize that they have what to gain from it. If you have people showing up because they want to, because they see, “I gained from doing this,” that creates value for everybody. Not everybody is going to be like that and that’s okay. That’s fine. You have to recognize that. It’s totally normal to expect that people will not participate equally to equal levels. That’s the way it is. That’s part of knowing how to run it.

Dov, I wanted to give you a quick opportunity to mention how people could get a hold of you if they’re interested in this concept of the Alchemy Network. What’s the best way?

There’s a fifth piece, which makes the money flow. That’s an important piece because it’s easier to do all those first four steps and then almost to leave that and hope that it happens. That’s not enough. You’ve got to create what I think of as Alchemy events. That is giving people the opportunity to connect with you, to promote you. That’s important. I put together a page called DovGordon.net/russo in your honor, Mitch Russo. I wrote a manual called How To Systematically And Consistently Attract First-Rate Clients? We sold it for $97 for five years. On this page, you can get it for free. If anybody wants to get in touch with me about anything I talked about, [email protected].

Dov, thank you much for being here and sharing this very new and interesting concept. Let’s schedule another chat in another year or so and find out how this is doing and what your progress has been. Thanks again for showing up.

Thanks for having me.

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