1 Focus on your goals. The parties will still be there when you made your dreams come true

Don’t get distracted!

2 When you stop learning, you get left behind. Never stop educating yourself.

If you don’t invest in yourself, don’t expect others to do so either.

3 Discipline, consistency, and perseverance will take you places motivation never could.

Read it again.

4 Two traps you need to avoid:

• Caring what they think
• Wondering if they care

5 Disappear for 6 months, set clear goals, do a ton of deep work… get 1% better each day.

The results will come, it’s a matter of time now.

Want to start making money with your luxury brand? - Check out our best-selling brand building book here

Robert & Alek
CEO Sphere

Want To Elevate Your Brand And Succeed In Any Niche?

Here are my top lessons from working with an 8 figure startup:

1. Watch your competitors and make your product better. 

Even if there's millions of the same product in circulation, doesn't mean they're good. 

Create a product that's better than the current supply and you'll win more customers.

2. Find people smarter than you and get them to work with you.

Admitting that you don't know it all is one of the biggest keys to success. 

Find a team that compliment's your weaknesses and you'll go far.

3. Successful startups = idea x execution x timing

Too many people get stuck on the idea and never execute their product.

When the market is hot for a solution. It's time to take action.

4. Know the difference between building an audience and building a community:

Building an audience is you helping people. 

Building a community is you providing the tools that help people help each other.

5. The most dangerous...

1. Master the art of attraction

People are attracted to brands that add value to their life. 

- Find your charisma.

- Serve a need in your audiences life.

- Help them overcome challenges.

- Advocate for what they care about most. 

2. Always make a great first impression. 

Your first impression on your customers sets the tone of the relationship. 

- Open the conversation with a joke.

- Greet customers when they first walk into your store.

- Make unboxing your product memorable. 

- Make people smile on your first call.

3. Master the art of the last impression. 

Last impressions count just as much as the first.

- Thank customers as they leave your store. 

- Find out if they managed to get what they wanted.

- Do something surprising at the end of the call to stay on your customers mind. 

(example: make your proposals fun to break the ice when presenting the price)

4. Consistency.

The easiest way to be memorable is to always be there for your...

1. Use upsells more often

Add more value to your customers and increase average spend per customer

2. Create psychological ownership inside your customers mind.

- Show what your customers want most in their life in your advertising. 

- Use words like "Imagine" to help your customers visualize owning your product

- Couple this with emotional benefits to increase conversions. 

3. Use Social Proof Everywhere

Customers are skeptical. Prove you can deliver.

4. Stop Selling to Sell More. 

When customers are hit with sales pitches every day, it gets tiring, and looks desperate.

- Lead with Value. 

- Aim for more conversations with customers

- Direct potential customers to a waitlist 

- Sell to a closed off micro-community

This generates more interest and desire in your product leading to more sales.

5. Admit your weaknesses

Rather than try to BS your customers, be transparent, even when customers leave negative reviews.

6. Use gamification to get customers addicted...

1. Luxury brands don't compete.

There is no comparison with luxury brands.

Focus on your own unique identity and the reasons why your customers should resonate with it.

2. Use the price/value bias

The higher the price the more the perceived value.

Focus on the meaning behind your brand, and what it means to use your product to influence the perceived value.

3. Sell to those who want to be rich

Its been proven by social science and psychology that luxury brands don't sell to the rich, they sell to those that want to be rich.

Your price point should be just outside of your target Audience's income.

4. Ignore rising demand.

Luxury brands don't tweak quantity to respond to new demand of consumers.

Set a specific number of units you are willing to produce and stick to it.

5. Target people with low self-esteem

Speak to customers Esteem needs. Make your customers feel like a better person

6. Use the forbidden fruit effect

Luxury brands intentionally keep anyone that is not a super fan...

If I were to start over, grow a 170,000 audience, and work with thousands of customers. This is what I would do:

1. Identify my early adopters

- Identify the key problem I solve

- Identify who struggles with this problem

- Build profiles for different categories of people

- Rank each category

- Define who struggles most

- Conduct a survey to validate high value targets

2. Identify a key network of people to help build my business

1. Public Speakers

2. Lawyers 

3. Investors

4. Finance Advisors 

5. Designers

6. Copywriters

7. Marketing Experts

8. Software engineers

9. Sales experts

Your Network is your Net Worth.

3. Document every process early 

This will help me document every successful operation inside the business to continue generating results: 

- Get a project management software

- Map out what tasks need to be done

- Define clear steps

- Assign who needs to do it

- Set deadlines

4. Develop a Powerful Brand Voice

To do this I'd need to:

- Have a stance.

- Be...

1. Irrational Value Assessment: 

The Starbucks Effect

 When people see a high-priced item, they automatically assume it’s of a higher quality and more valuable than something that’s cheap.

 Example: Starbucks charged more for what used to be cheap and dressed it in a premium customer experience, with nice tables, good music, and friendly baristas.

2. FOMO Keeps Customers Coming Back

 The psychological pain of losing is twice as powerful as the pleasure of gaining something.

 FOMO gets customers into the store and makes them feel like they’re part of something exclusive and special.

 Example: Seasonal drinks that happen only at Christmas

3. Removing Friction: Starbucks Used Psychology to Create a Habit

Remove as much friction in your customer journey as possible. Make it so easy to interact, buy, and gain access to your product. 

Example: Their app removes two of the biggest pains from getting coffee, waiting to pay and waiting to...

1. Focus on a niche

Niching allows you to avoid competing against huge players that already dominate the space

Appeal to a smaller focused market segment

Consider how you can make your product or service more bespoke

Don't compete, infiltrate new opportunities

2. Use Luxury positioning

Positioning is how your brand is perceived in your customers mind.

What makes your product or service different?

What makes the experience different?

What is different about how tou make customers feel?

3. Attach Symbolic Value to Your Products

Expensive brands give their brand meaning. Often in the form of emotional value, or expressing a buyers status/role in society.

Connect your brand to an idea/even a cause that means a lot to you

4. Use Exclusivity

It should feel like a gift to even get the opportunity to buy your product. Expensive brands limit what they have to offer.

Limit quantity to increase perceived value

Limit who you serve to create loyal fans

Limit when you sell an item...

1. Apple Marketing Strategies Appeal to Our Emotions

We use products like iPhones to signal to other people "who we are". 

Psychologists call this behaviour “self-signaling” and it’s an incredibly powerful marketing lever. 

2. Apple Believes in Simplicity

The iPhone is shiny, sleek, and perfectly proportioned.

Its minimalist design and product-focused marketing are a sensory experience created to drive desire for the iPhone. 

It’s down to a psychological principle called the Simplicity Theory. 

3. Masters of Status

The combination of innovation, style, and desire makes the iPhone a status symbol.

Trying to attain status is a powerful driver of human behavior. 

4. We Want What We Can’t Have

Apple knows that the psychological and economic principle of Scarcity is a powerful driver of desire, so they stoke the flames of doubt in their biggest fans.

5. The Psychology of Price

 Price is one of the indicators that something might...

1. People don't like being told what to do. Try asking more questions. 

 Asking questions gives your customers a choice. Meaning your customers are far more likely to take action.