One Thing: Day 305: Vans Shoes
Day 305: Vans Shoes
Yesterday I told you to apologize to me along with a story about how Queen’s Gambit influenced an insane amount of ‘chess sales.’
A guy emailed me yesterday letting me know that he’s created a cool chess game.
Him: I created a chess game that mimics human conditions.
Me: So, it plays more natural moves?
Him: No, but it blames the government when it loses.
In other news…
If I ask you for directions, please don’t use words like “East.”
Your ONE COACHING THING Today Is:
“The Story of Vans”
I love Vans and it appears you were as shocked as I was to see Vans’ 3 billion dollar valuation.
Me too, so I figured I’d do a little research for you… similar to how I did Burton Snowboards after Jake died.
In 1966, the Van Doren family set out to do something moderately radical for the age, manufacture shoes, and go ‘direct to consumer’.
A novel concept for the time when everything was sold at big-box retailers.
It was going horrifically until they stumbled upon the niche of skateboarding… creating a renegade image of self-fulfillment and creativity for its contrarian clientele.
Reminds me of a little company you might have heard of, Apple.
Here are some of the highlights of Vans incredible success:
1. Subcultures over Mainstream
In the 70’s and 80’s, they honed in on two ‘emerging’ sports – skateboarding and BMX (bicycle racing). Small numbers but the members didn’t see them as sports… they were ‘lifestyles’.
They created good looking shoes… but what they really created was THE BEST SHOES for those sports.
I was into both of them, and a movie you might remember ‘Rad’ was filmed in my high school gym… I knew many of the older kids in the movie.
*Business Coaching is very similar. REAL BUSINESS COACHES… see it as a lifestyle more than a career. We see ourselves saving lives, marriages, and keeping people from addictions… all rampant in the business world. That’s why we’re so insanely PASSIONATE ABOUT BUSINESS COACHING.
**Also why we haven’t just created “business coaching software”… we’ve created THE BEST BUSINESS COACHING SOFTWARE ON THE PLANET and will only, dramatically, improve over time.
2. Adopted the Age of Customization
Vans is a youth culture brand that has adapted and basically becomes ‘the uniform’ for snowboarders, alternative types, street artists, and basically anyone that identities as a non-conformist.
They’ve done this by allowing their audience to feel a sense of control over their products (color, design, material used, and most importantly, functionality).
They stayed true to their roots while embracing innovation and creativity.
*Our primary niche is ‘A Business Coach’ but we also welcome copious amounts of accountants, digital marketers, business brokers, advertising mediums and pretty much anyone B2B. We maintain our roots of “Profit Acceleration” for business owners, but also through these other B2B operators who seek us out with growing popularity.
**We didn’t build our software in a lab and then send it out for everyone to use. We’ve used our business coaches and other B2B operators, like accountants, in the trenches, to tweak, adjust and improve over time. In the last two years, our software has TOTALLY TRANSFORMED, and will continue to for years to come. It’s nothing short of an obsession.
3. Use of ‘Media’
Yesterday, I explained how media drives sales in a big bad way.
The product placement in Fast Times at Ridgemont High, and Jeff Spicoli’s feet, turned them into an overnight counter-culture phenomenon.
Think of your company as a ‘media company’ and you might find you get about one million times further.
Two questions that might make this easier for you and for your high-end coaching clients to get your head around.
1. Does it get attention (think: your head on a magazine cover, voice on radio or you on TV)?
2. Does it influence (does it influence at a higher level when a magazine / radio / TV says it)?
*I’ve created the number one magazine for business coaches and the number one podcast for business coaches. Wasn’t by accident. These are media assets we’ve built up and will continue to build up over time. All of our business coaches have their own magazine that features them on the cover. In addition, we turn them into an author (twice) and give them a word for word radio script so they can record and post a killer interview.
**These are just a few of the many creative ways you’ll start seeing our business coaching software promoted by our clients (some of our coaches have teams of over 80 business coaches under them) and influencers that’ll elevate it.
You heard it here first.
Obsessed with your business coaching success,
Karl Bryan aka King Karl
PS. Ever notice the guys at the bar that danced with the girls all night never left with any of them?
There’s a powerful marketing message in that for you.
PPS. Marriages break up from lack of money… over lack of love X 100.
Business failures lead to destruction, addiction, depression, anxiety, suicides, and unfortunately, far more.
As good business coaches we save marriages, save families, save kids from self-destruction… we save lives!
A true life of purpose.
PPPS. If you’re looking for a proven system to follow for your coaching…. I created business coaching software and high-end step by step training to support it…
It’ll teach you ‘How to find any small business owner $100,000 in 45 minutes without them spending an extra dollar on marketing or advertising.’
Imagine finding your annual $12,000 to $50,000 coaching fees BEFORE you started coaching your new clients?! And a proven coaching system created for you to follow with your new coaching client.
Reply to this post if you want to start following a proven coaching system.
PPPS. Forward this to someone that needs to subscribe to my daily emails and get a limited time, complimentary subscription to my business coaching magazine go here:
PPPPS. They tell me my Podcast is Ric Flair style, Money Makin, Client Getten, Joint Venture Landing, Event Fillin, High-End Coaching Client Findin Gold For Business Coaches.
Entertaining, Informative, Uncensored, Unedited:
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Karl Bryan gets clients for Business Coaches...period. He is the Founder and Editor-in-Chief of The Six-Figure Coach Magazine and Chairman of Leader Publishing Worldwide, home of the largest private community of Business Coaches (24 countries and counting) in the world.
His goal is straight forward… to help serious coaches/consultants get more clients.