0:00 I'm going to walk you through a
0:03 four-step process that I think puts
0:05 business on easy mode. And so whether
0:06 you're just getting started or you're
0:08 already making tons of money and are
0:10 just trying to make more, this process
0:13 just works. And I've done it in tons of
0:14 different portfolio companies and
0:16 companies we've advised. Um, and just to
0:18 give you a little bit of context, um, as
0:20 of last year, our portfolio at
0:22 acquisition.com did over $250 million in
0:24 aggregate revenue. And I say that not as
0:26 a promise that if you do this, you're
0:27 going to get that outcome, but that this
0:29 works. All right, so that being said,
0:29 let's dive in.
0:31 >> And the fundamental reason why this
0:33 process works has less to do with the
0:35 ads, the clicks, or the specific
0:38 software you use, and everything to do
0:40 with a single powerful force that
0:42 governs all significant human decisions.
0:45 Certainty. We often get lost in the
0:46 mechanics of business, the perfect
0:49 headline, the ideal targeting, the
0:51 highest converting funnel. But these are
0:53 merely the visible gears of a much
0:55 deeper psychological mechanism. The true
0:58 engine that moves a person from a state
1:01 of passive skepticism to a confident yes
1:03 isn't a clever persuasion tactic. It is
1:05 the systematic deliberate elimination of
1:07 doubt. It's the gradual construction of
1:09 a feeling of absolute assurance that
1:11 they are making the right choice for
1:13 themselves. What Alex has just outlined
1:17 is not simply a series of steps. It is a
1:19 psychological blueprint. It is a machine
1:22 meticulously engineered for one purpose
1:24 to manufacture that feeling of certainty
1:26 in the most direct and compressed time
1:28 frame possible. Over the next few
1:30 minutes, we won't just look at the what
1:32 of this system. We are going to dissect
1:34 the why. We will explore the core
1:36 philosophy that makes this machine so
1:39 effective and how you can use these deep
1:41 principles to build not just a process
1:43 but a genuine fortress of trust with
1:46 your audience. truly appreciate why
1:48 certainty is the ultimate currency. We
1:50 must first immerse ourselves in the
1:52 world of the person we seek to serve. A
1:54 world defined not by clarity, but by a
1:57 thick, persistent fog of information.
1:59 Every single day, your potential
2:01 customer is bombarded by a cacophony of
2:04 conflicting advice. One expert on social
2:06 media tells them to go left, while a
2:08 dozen articles insist the only path is
2:10 right. They scroll through an endless
2:12 feed of options, each promising a
2:14 slightly different version of their
2:16 desired outcome, leaving them paralyzed
2:19 by choice. The digital landscape is no
2:21 longer a helpful library of knowledge.
2:23 For many, it has become a disorienting
2:25 maze where every path looks plausible,
2:27 and every choice feels like a
2:29 significant gamble. This isn't just
2:31 about the risk of losing money. It's
2:33 about the far greater risk of wasting
2:35 their most precious non-renewable
2:38 assets, their time, their energy, and
2:40 their hope. Every failed attempt, and
2:42 every wrong turn only reinforces a
2:44 deep-seated skepticism. Their natural
2:46 default state, therefore, is not
2:48 openness, but a guarded and weary
2:51 uncertainty. This is the fundamental
2:53 dilemma. The core problem your business
2:55 must solve is not simply how do I sell
2:58 my product, but rather how do I become
3:00 the single trusted beacon of light that
3:02 safely guides this person through their
3:04 fog? Faced with this fog of customer
3:07 uncertainty, the default response for
3:08 most businesses is not one of
3:10 engineering, but of accident, they
3:13 attempt to become that beacon of light,
3:15 but they do so without a blueprint,
3:17 relying instead on what can only be
3:20 described as poke marketing. This is the
3:23 strategy of the scatter gun. A random
3:25 piece of content is published on Monday.
3:26 A different thought is shared on
3:29 Wednesday. A promotional post appears on
3:31 Friday. Each action is an isolated flare
3:34 shot into the darkness with the faint
3:36 hope that a potential customer happens
3:38 to see enough of these disperate flashes
3:40 in the right order over a long enough
3:43 period to piece together a mosaic of
3:45 trust on their own. The fundamental flaw
3:47 in this approach is that it treats the
3:49 most critical element of the entire
3:51 relationship trust as an accidental
3:53 byproduct rather than the primary
3:56 intended outcome. It leaves the journey
3:58 of building certainty entirely to
4:00 serendipity. This is the very definition
4:02 of a passive, inefficient and
4:05 unpredictable way to build a business. A
4:07 system that works only for the lucky
4:09 few. Because as a mentor once said, hope
4:12 is not a strategy. If hope is not a
4:15 strategy, what is the alternative? It is
4:17 to shift your entire mindset from that
4:19 of a passive observer to that of an
4:21 active engineer. It is to embrace a new
4:24 philosophy best understood through a
4:26 powerful analogy. Think of any
4:28 significant customer decision as a heavy
4:30 airplane preparing for takeoff. A small
4:32 low-risk purchase might be a light
4:34 aircraft needing only a short strip to
4:36 get airborne, but a significant
4:39 investment in their time. Their money
4:41 and their trust is like a fully loaded
4:43 jumbo jet. It requires a long, smooth,
4:46 and clearly marked runway to build the
4:48 necessary momentum and lift to safely
4:50 take flight. That runway is paved slab
4:53 by slab with pieces of information with
4:55 answered questions and with demonstrated
4:58 proof of competence. The hope marketing
4:59 approach leaves that jumbo jet on a
5:02 bumpy field, wishing the pilot good
5:04 luck. The profound philosophical shift
5:06 is recognizing that it is your job to
5:08 build the runway. You don't hope they
5:10 find the path. You proactively engineer
5:12 it for them. And the four-step process
5:13 we are dissecting that is the
5:15 architectural blueprint for constructing
5:18 this very runway. Doso, how do you lay
5:20 the first slab of this information
5:22 runway? This begins with the first step
5:25 in the process, the lead magnet. And to
5:27 understand its power, we must first
5:29 discard the common view of it as a
5:31 simple bribe, an exchange of an email
5:33 address for a checklist. Its true
5:36 function is far more profound. A truly
5:38 great lead magnet is a micro
5:40 demonstration of competence. It doesn't
5:42 try to solve the prospect's entire life
5:45 problem at once. Instead, it isolates
5:48 one single tiny nagging sub problem and
5:49 solves it for them completely and
5:52 elegantly. As Alex illustrated, you
5:54 don't teach them how to build a lasting
5:56 marriage on day one. You solve the
5:58 immediate specific uncertainty of a
6:00 single moment. By delivering this small
6:03 but perfect result, you make the first
6:05 significant deposit into their trust
6:07 bank. You move from the realm of
6:09 abstract promises to the world of
6:11 tangible proof. You are no longer just
6:13 claiming you can help them. You have
6:15 actually helped them in a real and
6:18 memorable way. This single act creates
6:20 powerful psychological momentum. The
6:22 prospect's internal monologue shifts
6:24 from who is this person to that was
6:26 surprisingly helpful. I wonder what else
6:28 they know. You have now earned their
6:31 attention not through hype but through a
6:33 genuine delivery of value. Having earned
6:35 their focused attention with a valuable
6:37 first step, the next stage of the
6:39 process is to channel it into the most
6:42 powerful part of this entire machine.
6:45 the video sales letter or VSSL. But once
6:48 again, we must reframe its purpose. A
6:49 VSSL is not a lengthy commercial
6:52 designed to persuade. It is a time
6:54 compression engineered to build
6:56 certainty at an accelerated rate.
6:58 Consider the journey of a customer who
7:00 builds trust organically over 6 or 12
7:02 months. They might consume dozens of
7:05 your videos, read articles, and see
7:08 posts. Diva's function is to take the
7:09 sum total of all the potential
7:11 information the corp leaves. the case
7:13 studies, the key arguments, and
7:16 meticulously condense it into a single
7:18 focused and uninterrupted session. Its
7:20 primary job, therefore, is not to
7:23 persuade. Persuasion implies pushing a
7:26 belief onto someone. Instead, its job is
7:28 to systematically eliminate doubt. It's
7:30 a methodical process of unearthing every
7:33 potential question, every hidden fear,
7:35 and every skeptical thought the prospect
7:37 might have, and addressing each one with
7:40 honesty and clarity. Transforming the
7:42 process from a battle of wills into an
7:44 act of service. This act of addressing
7:46 questions and doubts before they are
7:48 even fully formed is where the system
7:50 elevates from a clever process to a
7:53 profound philosophy. This is not the old
7:55 world defensive tactic of objection
7:57 handling which treats the customer's
7:59 concern as a problem to be defeated.
8:01 This is the practice of proactive
8:03 empathy. It is an act of profound
8:05 respect for the prospect's intelligence.
8:07 Instead of waiting for them to voice a
8:10 concern so you can counter it. You honor
8:12 them by anticipating it. You step into
8:14 their world and acknowledge their
8:16 legitimate fears. Would this take too
8:18 much of my time? What if it doesn't work
8:20 for my specific situation? Is this
8:22 really worth the investment? These are
8:25 not attacks to be deflected. They are
8:27 valid questions from a thoughtful person
8:29 carefully evaluating a decision. By
8:31 addressing these points hit on honestly
8:34 and without evasion, you send a powerful
8:36 meta message. I see you. I understand
8:39 your concerns and I am not afraid of
8:41 them. This is the cornerstone of true
8:43 influence. It isn't about having the
8:45 cleverest arguments. It's about
8:47 demonstrating such a deep understanding
8:49 of someone's world that they feel safe
8:52 enough to follow your guidance. This
8:54 leads us to a deeply counterintuitive
8:56 principle in a world obsessed with
8:58 making everything frictionless. The
9:01 systems latest steps requiring someone
9:03 to watch a long video or fill out a
9:05 detailed application are not design
9:07 flaws. They are not barriers intended to
9:09 keep people out. They are in fact
9:12 respectful filters. Their purpose is to
9:14 filter for the one quality that cannot
9:16 be faked. Genuine intent. In any
9:18 significant decision, there are those
9:21 who are merely curious and those who are
9:23 truly committed to making a change. A
9:25 small amount of structured friction is
9:27 the most effective and dignified way for
9:29 people to self- select which of those
9:31 two camps they are in. This process
9:33 honors everyone's most valuable asset
9:35 time. It honors the business's time by
9:37 ensuring its experts only speak with
9:39 individuals who are serious and
9:42 informed. But just as importantly, it
9:44 honors the prospect's time by preventing
9:46 them from entering a sales conversation
9:48 they aren't yet prepared for. The result
9:50 is that the final conversation is
9:53 transformed. It ceases to be a pitch and
9:55 becomes a collaborative strategy session
9:57 because the foundation of information
10:00 and intent has already been firmly laid.
10:02 This entire engineered process provides
10:04 clear path for those with immediate
10:06 intent. But what about the vast majority
10:08 who are not ready to make a decision
10:10 today? This is where we see the full
10:12 elegance of the philosophy which
10:14 operates at two distinct speeds. The
10:16 four-step funnel is the microwave. It is
10:18 designed to rapidly heat up a prospect
10:21 who is ready now. Taking them from cold
10:23 to hot in a compressed period by
10:25 delivering a massive amount of value up
10:27 front. But for everyone else who enters
10:30 your world, you employ the slow cooker,
10:32 your email lists, your free communities,
10:34 your consistent content. This is where
10:37 you patiently and systematically build
10:39 certainty over months or even years,
10:42 providing steady value without immediate
10:44 expectation. Crucially, these are not
10:46 two separate strategies. They are simply
10:48 different speeds of the same fundamental
10:51 engine. Both the microwave and the slow
10:52 cooker are powered by the exact same
10:55 fuel, the delivery of information to
10:58 create certainty. One simply does it in
10:59 a sprint while the other runs a
11:02 marathon. And this ultimately is what a
11:04 powerful brand truly is. A brand is not
11:07 a logo. It is the accumulated result of
11:09 building certainty at scale over a long
11:12 period. Ultimately putting your business
11:14 on easy mode is not about finding a
11:16 magic trick. It is the natural result of
11:18 moving from hope to engineering, of
11:20 systematically building certainty for
11:23 the people you seek to serve. If this
11:25 deeper insight into the psychology of
11:27 certainty resonated with you, subscribe
11:29 for more analyses and share in the
11:31 comments how this principle shifts your
11:33 perspective on building a sales process.
11:35 To get the full original context and
11:38 tactical breakdown from the source, make
11:40 sure to watch Alex's complete video
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