A deep dive between host Frank Kern and marketing strategist Dean Jackson. They discuss the psychological and operational shifts required to scale a business from seven figures to the next level by focusing on "Who" rather than "How"
When entrepreneurs look to reach their next million, they often hit a "ceiling of complexity".
The "How" Path: This involves the entrepreneur trying to learn and execute every new task themselves (e.g., learning Facebook ads, writing copy, building funnels). Jackson describes this as writing a "blank check" with your time—a non-replenishable resource.
The "Who" Path: This involves finding a person who already knows "how" to do the task. By hiring the right "Who," the entrepreneur pays with money—a replenishable and multipliable resource—to protect their time.
Jackson introduces the concept of the Self-Milking Cow to illustrate the entrepreneur's true value:
The Cow's Role: In a dairy operation, the cow's only unique job is to produce milk. It does not pasteurize, package, or market the milk.
The Entrepreneur's "Milk": In business, your "milk" is your core ideas, intellectual property, and strategy.
The Dilemma: Many entrepreneurs spend their time acting as the processor and delivery driver rather than focusing on producing more "milk".
Dean Jackson explains his Moo Method (Multiplied Oral Output) used for his podcast and email marketing:
The Input: Dean simply records himself talking (the fastest way to get ideas out of the brain).
The Team: A team of "Whos" takes that raw audio and handles everything else: transcription, editing, distribution, and even turning it into books and email series.
The Result: By only doing what "the cow" can do (talking), Dean generated over $1 million in revenue from his content in a single year while spending minimal time on technical execution.
Focus on Multiplication: Business is not about selling products; it is about multiplying capital through leveraged assets.
Embrace Your "Bovinity": Focus on producing the highest-quality ideas and let a system of "Whos" handle the rest.
Recurring vs. Promotion: Aim to build models where customers recur (like Paul Mitchell or Patron Tequila) rather than one-off promotions that require constant starting over.
