We help [specific customer] struggling with [expensive problem] achieve [desired outcome], especially when [trigger] happens, using [credible mechanism].
Ikigai — where the business should sit
Is there a market?
List of skills
What will they pay for?
List of passions
5NAPO & the Awareness Triangle
Niche → Avatar → Problem → Offer, then match the message to what they already know
Niche
Avatar
Problem
Offer
Coldhigh information needed · difficult sale
Warmlow information needed · easy sale
Awareness
What they believe
Message job
Next step
Unaware
I do not see the problem
Create relevance and recognition
Attention
Problem aware
I feel the pain
Name the cost and consequences
Explore
Options aware
I know solutions exist
Teach mechanisms and comparisons
Evaluate
Product aware
I know your offer
Proof, clarity, risk reduction
Engage
Most aware
I trust the path
Give the offer and a genuine reason now
Buy
Eugene Schwartz awareness levels
6Wealth, Value & the Compelling Offer
Package outcomes, certainty and ease. Never just features.
Wealth = MoneyEffort + Time
Value = Dream Outcome × PLAEffort & Sacrifice × Time Delay
PLA = perceived likelihood of achievement · Alex Hormozi
IncreaseDream outcome: solve a more valuable problem Perceived likelihood: proof, process, credibility, demos
ReduceTime delay: early wins and milestones Effort & sacrifice: simplify, support, install, do it for them
Educate → Inspire → Convert → Transact, running down the side of the grid.
Metric
Formula / decision
Lead-to-sale
Sales ÷ total leads
CAC
Total acquisition and sales cost ÷ new customers
Gross profit per customer
Revenue minus direct delivery cost
LTV : CAC
Gross-profit lifetime value ÷ CAC (aim 5 : 1)
Payback period
Time to recover CAC from gross profit (aim under 60 days)
Delivery capacity
Max customers you can serve at the promised standard
9Stages of Scale & the Next 5 Moves
From cash generated by effort to cash generated by systems, leverage and leadership. There is an order. Don't skip it.
Testfind proof
Cash + Effortmanual hustle
Cash + Automationsystemise
Paid Adsscale the winner
Leveragesystems · content · partners · team
Leadershipowners · standards · scorecards
Next 5 Moves — the 90-day plan
90-Day Goal
Define
Action
Who
Measure
Move 1
Move 2
Move 3
Move 4
Move 5
The few moves that solve the main constraint. Named owner. Evidence, not opinion.
10Wealth Dynamics & the Wealth Lighthouse
Roger Hamilton · use natural strengths to allocate roles, then build what the next level needs
Creatorideas, products, possibility
Starbrand, communication, visibility
Supporterpeople, culture, connection
Deal Makerrelationships, opportunities
Tradertiming, transactions
Accumulatorassets, evidence, patience
Lordcash flow, control, margin
Mechanicsystems, optimisation
The Lighthouse — 9 levels
InfraredVictim
RedSurvivor
OrangeWorker
YellowPlayer
GreenPerformer
BlueConductor
IndigoTrustee
VioletComposer
UltravioletLegend
Diagnose the current reality, not status or turnover. What got us here, what limits us now, what must be built next?
2 · Attention & Leads
Whoever controls the flow of leads controls the flow of cash.
11The Lead Attraction Framework
How we make sales. The four-word version and the full machine.
Attract
Qualify
Convert
Upsell
Attracthoney pot · content · ads · DM bots
QualifyCRM · filter who's serious
Opt Inmeeting · assessment · quote
Converttransaction offer
Upsellascend to high ticket
Retainannuity income
Score each stage out of 10. The lowest score is your current constraint.
12The Honey Pot Framework
A place so packed with value that the right people are drawn in, stay, invite others and click the links
Call-outwho recognises this is for them?
Problemcostly, urgent, frustrating
Valueinsight · tool · audit · quick win
Opt inthe simple hand-raise
Nurturebelief before the ask
Qualifyneed · authority · urgency · fit
Meeting / offer
Drawn to it
Stay active
Invite others
Click the links
What goes in the pot
Foundationspinned start-here
Swipe files
AI & automation kits
Mini-courses
Behind-the-scenes
Challenges
Resource library
A honey pot does not attract everyone. It attracts the people most likely to value the core offer.
13Leads Framework & the Lead Score Pipeline
Know who, why and what. Then move people on observable behaviour, not guesswork.
Who · Why · WhatActivities · Interests · Desires · Obstacles Where they hang out · Where they go to Content they consume · Platforms they use Social media channel · What will they pay for
CaptureRole, business, industry, stage Pain, desired outcome, urgency Offer or topic of interest Replies, clicks, calls, meetings
Value stacklist every component that removes an obstacle
Anchor"what would this cost separately?"
Bonusremoves the last objection
Guaranteeremove the fair fear
Price drop"instead of R[X], today R[Y]"
CTAone action, one real reason
Core offerR ______
+ Component 2R ______
+ Component 3R ______
+ BonusR ______
= Total valueR ______
"Would it be worth it if all this did was…?"
Guaranteemoney back · we keep working · risk 0%
Not R45k… not R25k… not R15ktoday R ______ · first 20 people
Ethics: anchors must be believable, bonuses useful, guarantees and urgency real. Silence after the price.
28Sales Call Framework — Six Moves
Adapted from Hormozi's CLOSER · a guided diagnosis, not a pitch
1 Clarify"What made you book this call today?" Let them state the problem. Whoever describes the problem owns the frame.
2 LabelReflect it back sharper than they said it, in their language. A labelled problem feels half solved.
3 Overview past attempts"What have you already tried?" Confirms the gap and kills the "we'll do it ourselves" objection.
4 Sell the vacationThe outcome and arriving there, not the aeroplane food of features. Two minutes max on mechanism.
5 Explain away concernsSurface objections yourself: "money or time, which is louder?" Proof, process, fit. Silence after price.
6 Reinforce the decisionCongratulate, restate the smart move, agree owner, action and date within 24 hours.
Them 60 · You 40
Ask what would stop them. Resolve only the true concern.
29Sales Framework, K.L.T. & C.D.I.
Straight off the whiteboard
C.R.the prospect
The Blockwhat stops them
D.O.dream outcome
K · L · TKnow · Like · Trust 1 Trust → 2 Connect → 3 Certainty → 4 Inspire
C · D · IComplexity · Duration · Intensity score 1–10 each ÷ 3 = lead score A (8–10) · B (4–7) · C (1–3)
A · C · Qas drawn on the board
30Learn → Diagnose → Decide → Build → Commit
The implementation rhythm that turns training into measurable progress
Learnprinciple, model, example
Diagnoseapply to the real business with evidence
Decideone direction, remove distractions
Buildthe asset, in the room
Commitowner · measure · deadline · review
Definition of done: a usable asset exists and the person has committed to what happens next.
4 · Delivery & Scale
Every stage needs a standard and a number.
315-Star Brand Journey
Score each stage 1–10 every month. Fix the lowest before adding traffic.
Aware
Opt in
Transaction / meeting
Show up
Proposal
Upsell
Satisfy
Refer
Stage
Key success factor
Measure
1–10
Aware
Right people notice and recognise the message
Reach / relevance
Opt in
The value exchange is compelling and simple
Opt-in rate
Transaction / meeting
The first commitment fits the awareness stage
Conversion rate
Show up
Reminder, expectation and perceived value are strong
Show rate
Proposal
Recommendation connects to the diagnosed problem
Acceptance
Upsell
The next offer solves the next relevant problem
Upsell rate
Satisfy
Delivery produces an outcome worth talking about
Score / retention
Refer
Invited and rewarded at the right moment
Referral rate
32Two-Star to Five-Star Audit
Clear, dependable, thoughtful and appropriate to the promise
Touchpoint
Two-star
Five-star standard
First improvement
First impression
Confusing or generic
Immediate clarity and relevance
Rewrite the first message
Enquiry
Slow, unclear next step
Fast, helpful, sets expectation
Set a response SLA
Qualification
Repetitive or intrusive
Relevant questions, useful direction
Create a short form
Buying
Uncertainty and friction
Simple decision, payment, confirmation
Simplify checkout
Onboarding
Customer chases information
Welcome, timeline, owner, first win
Launch welcome sequence
Delivery
Inconsistent updates
Visible progress and standards
Progress cadence
Problem recovery
Customer repeats the issue
One owner, empathy, resolution
Escalation standard
Follow-up
Silence after delivery
Relevant check-in and next step
7 / 30-day follow-up
Repeat / referral
No invitation
Celebrate outcomes, ask at the right moment
Referral trigger
Choose the weakest touchpoint, the highest-emotion moment and the fastest high-trust improvement.
5 · Mindset & Performance
Protect the state required to execute.
33Skills Framework
How any skill gets installed
1 Get the infofind the expert · study the model
2 Break it downto the simplest version
3 Practise it 100 timesreps before polish
Repetition
Confidence
Certainty
You don't need to feel confident before you act. Act, get reps, then certainty follows.
34Thought → Emotion → State → Energy → Cash
If cash is under pressure, don't only change the tactic. Trace it back.
Thought
controls
Emotion
controls
State
controls
Energy
controls
Cash
Change the thoughtinterpretation creates the feeling
Change your energy firstshoulders back · breathe · "I'm all in"
Kill the lie"I'm not a salesperson"
Execute the moves
35The Valley of Despair
Alex Hormozi · the entrepreneur's cycle of informed optimism
Excitement
Reality
Valley
Consistency
Evidence
Momentum
Most people quit in the valley. The ones who make it have a SYSTEM.
Leader's response: shrink the next action, keep the cadence, measure leading indicators, celebrate evidence, don't change the whole strategy before the system has had time to learn.
