Let me start this entry with one core principle: ideas are meaningless.
They’re at the bottom of the totem pole of value creation. They take little time to make and more times than not; we don’t follow through with them to create any actionable progress or meaningful change in our lives.
What Is A Value Ladder
One day, I was working with my team on some marketing strategy for a new product launch. We were working on a value ladder for our products — essentially a map of our products in ascending order of concept, price & value. Solution selling is all about giving your customer a transformation by providing them with a tool or service that will help facilitate that change.
For me, my customer’s problem stems from inefficiency because of a lack of the effective habits, systems and mindset needed to be a top performer. Our solutions all speak to these issues and focus on giving our clients a transformation of their mindset, habits and personal systems. And with those tools and a dedicated time commitment, our success rate in helping clients achieve their goals is high.
As we organized our products in this way, trying to connect the flow of our products organically to create the most impactful customer experience, an idea hit me like Tyson in the third round: what if we looked at our ideas in high performance similarly? Ideas are products in our minds and we have to “buy in” to ideas to create any lasting change in our mindsets.
My team and I started to compare — we thought of ourselves as marketers selling to the customer of our own mind(s). The highest level product in the CHAMP framework) is transformation. When you achieve transformation, you’ve invested time and resources into successfully taking an idea (the starting point of the CHAMP framework & essentially the first product) through the process of habit building.
In other words, we began to map the process of taking something from idea to transformation.
Why Is A Value Ladder Important?
A value ladder is important in the marketing space because it shows you an effective way to build on a sale with a slightly more valuable & expensive offer proportional to the buyer’s place on the customer journey. Often, marketers lose customers on potential up-sells by offering a big-ticket item too ea
For instance, if you get a free checklist from my site and I immediately try to up-sell you on a $2,000 course, you’ll more than likely reject the offer and leave my page for good. This not only lowers conversion rates but also destroys customer retention rates because now I have lost the element of trust with the customer.
Value ladders are important to the establishment of an exemplary marketing model because it helps marketers build momentum with a customer through value adding transactions while taking into account the customer’s level in the buyer’s journey. When the two sides of your marketing plan correlate, you can see powerful results from your marketing execution.
Relating The Value Ladder & Customer Journey To High Performance
Bringing that model to the area of self-development, we thought “How do I sell myself on an idea in a way that will not scare me away from the next step in my buyer’s journey?” This is no simple task and requires one to understand how ideas turn into actionable moments, consistent habits and ultimately transformative qualities in our lives.
The customer or “buyer’s journey” is essentially the customer experience you take your customer through to go from introduction or “awareness” to conversion or “purchase”. Defining the buyer journey is something that a lot of marketers and businesses fail to take the time to do, which is why so many product launches fail — if you don’t know your target and don’t have a systematic method to gauge where your customer is, there is no way to effectively provide the right content for your customer at any given stage.
When we think of ourselves as customers and think of our transformative process as a journey, I believe we treat ourselves & the process in a more effective way. After all, if you treat yourself like a customer, you will do everything in your power to ensure that you have a good customer experience.
My theory is if we can come up with a system that will get us to buy into concepts that will make us better, we will be more willing to take our ideas from theory to transformation and also become better at screening ideas that do not fit into our intended life.
Luckily, we have the CHAMP Framework in place and all we need to do is break this model down into its key parts.
When examining a high performance value ladder, there are two key metrics I like to use: time & success rate.
Time is the single most important resource (and opportunity cost) that comes with pursuing transformation. Whenever you have an idea or thought you would like to create an outcome for, time is the number one asset you will need to use to either develop the habit or develop the system that will get you to your end goal.
Success rate directly correlates to time. As you put more time into an idea, you get more actionable and when this happens; you create higher chances of success for yourself. That’s not to say that time & success are causally related — one does not cause the other (unfortunately).
The two do however correlate and as one metric rises, you are more likely to find that the other has too. Think of it as putting the odds closer in your favor.
Ideas are thoughts that lead to a workable course of action — meaning any thought we have that is even SLIGHTLY actionable is an idea. To reiterate, ideas by themselves are MEANINGLESS. Without structure and dedication they are low in value and opportunity cost — which is why we do not buy into our own ideas most times!
The time spent on these ideas initially is low, which is probably why we have so many of them and possibly explains why success rates on ideas are also very low. This is the awareness stage of your personal buyer’s journey and is the first step toward becoming an indoctrinated customer of your ideas!
With a solid idea in hand (or one you believe to be worth pursuing), the next time commitment is creating a plan to achieve the outcome you’re looking for. A plan creates structure for your idea and acts as the engine to bring it to life. It’s more time consuming than the idea, but now that you’ve bought into the concept, you’re more willing to invest in the manifestation of that idea.
Just like in marketing, it’s still a low-ticket offer, but it shows a willingness to advance toward your transformative goal. At this point in your buyer’s journey, you’re in the awareness stage — you’ve taken a vested interest in the idea and are looking for solutions to manifest the idea.
Once we’ve identified a plan, our next step is an even bigger time commitment: action. It is also the mechanism that will invariably get a person closer to his/her goals and raise your success rate exponentially. As you can see, the action step puts you at about 50% on both the time commitment and success rate axises.
You’ve bought into the idea enough to take the first step toward actualization. And that is what we call the consideration phase of the buyer’s journey — you’re willing to at least engage with the concept and see if it’s something you’re truly interested in pouring more time into.
“The universe doesn’t give you what you ask for with your thoughts – it gives you what you demand with your actions.”― Steve Maraboli, Life, the Truth, and Being Free.
This is where the correlation between time & success rate makes a big rise. Habit formation, the development of consistent habit, is where action starts to hit its stride. You’ve bought into the idea almost completely and have now made a “purchase” through your vested interest and time commitment to this thought or idea.
By consistently acting on your plan, you’ve decided to see your initial idea through. Your time commitment is relatively high — and so is your success rate.
Once you’ve bought into the manifestation of your idea and commit to consistent habit, you will realize that your first course of action may not be the best course of action for you to get the job done. Making adjustments to your habit where necessary is imperative to manifesting your desired outcome & seeing your idea through.
Your time commitment is almost at its peak and the success rate at this level is high. Again, time & success does causally relate so there’s no way for us to know whether our time commitment and action will cause success, but they correlate, meaning the odds are evermore in your favor.
In the buyer’s journey, we’d call this the post-purchase phase. In this phase, you’ve seen results and have become an indoctrinated advocate of the idea. You embody the idea and have a vested interest in seeing this idea through.
Manifestation is an event, action, or object that embodies an abstract idea. When we manifest an idea, we undergo a transformation. We create something new that not there before or realize a part of ourselves that wasn’t previously there. That my friends, is the ultimate buy in.
In the buyer’s journey, we call this phase the repurchase stage. You have invested in the idea and have created change through that dedication. You would adopt this process again because of the outcomes that result from it. This is the moment you have been waiting for since the idea sparked inside of you.
The Bottom Line
Ideas are the easiest part of any process. The true manifestation of those ideas, however, takes an immense amount of work and action to produce the desired result. When we treat our ideas like products and sell ourselves on them, we can gain an immense amount of benefit. By patiently allowing ourselves to go through the process of indoctrination as we do in the selling process, we give ourselves the structure we need to pursue transformation in an organic, digestible and intentional way.
For me, this value ladder is just another way to look at becoming a top performer. I believe we all have a champion inside of us — the only difference between high performers and people who haven’t realized their potential is the mindset, structure and habits they have (or lack).
I’ve spent years studying this and the Champion’s Academy program breaks this method down into its smallest components. I highly encourage you or anyone thinking about the steps you need to take to become a high performer to check it out.
My goal is to help you manifest your vision of your best life — your Championship Lifestyle. Let’s build that together!