Okay, so before we get started today and dive into all the goodness that I have to share in today's episode, I wanted to tell you about something really special. So I've been working on something behind the scenes that I think you're going to be pretty excited about because if you've ever heard me talk about my digital course profit podcasting, or my membership the potty people, well, you might just be interested to know that I'm creating a brand new program that smashes the two of those
together. Yes, we're taking the best pieces of profit podcasting, and the community aspect of the party people and basically we're setting it all on fire and coming in a blazing with a brand new program and I'm so excited. So to learn more, go to KrystalProffitt.com/waitlist. I don't have all the details to share with you just yet. But if you want to get notified as soon as the new program is available, then you want to get on our
waitlist. So again, go to KrystalProffitt.com/waitlist to find out all the details as soon as they're ready. Okay, let's get into today's episode.
Okay, so did you ever have a time where you're like, I just need to get away. Like I just need a long weekend. I just need a vacation to just recharge recharge. I said that really weird, recharge, reenergize myself. That is exactly what I did. This last weekend. It was so much fun. My mom and I actually went away for the weekend with the sole purpose of planning out our 2021 goals. And I gotta tell you, we actually did more than that. We did some 10 year planning. We did some
three year planning. We did some one year planning, we know what we're gonna do for the next quarter. And we just did so many things in this weekend. And it was really cool because her and I don't get to do that a lot. So it was a very fun bonding experience. But also, she lives in like North Texas in the Fort Worth area, and I live in the Houston area. So when we were talking about doing this back in September, I told her I was like we're gonna have a weekend getaway sometime in quarter
four. When are we going to do this? What does this look like? And we looked at Okay, well, where's our middle ground, where is somewhere that we can meet where I don't have to drive four and a half hours to her house. She doesn't have to drive four and a half hours to my house. And we landed on the map. And it was Waco, Waco, Texas is right in the middle for both of us. So we decided to have a girls retreat and go to Magnolia because who doesn't love Joanna Gaines, and all the amazing
things that she does. So I reserved a vrb o for us. And we went with the intention of setting our goals, setting intentions for 2021. And what that was going to look like. So that's what we're going to talk about today. So let's get right to it. Welcome to the profit podcast where we teach entrepreneurs how to start launch and market their podcast. I'm your host, Krystal Proffitt, and I'm so excited that you're here. Thanks for hanging out
with me today. Because if you've been trying to figure out the world of podcasting, think of this show as the time saving shortcut you've been looking for. So let's get right to it, shall we?
Okay, so like I said in the beginning, I am going to talk to you all about the business planning retreat that my mom and I had last weekend. So as of me recording this, it was last weekend. Technically, when you're hearing this, it's like two weekends ago, but you get like it wasn't that long ago. Okay. That's really the important thing here is it wasn't that long ago. My mom and I went off for a girls weekend
getaway. It was so awesome. I left early on a Friday and my dad took the day off and him and my mom went to waco and they kind of walked around. They were gonna go to Magnolia. It was pretty busy. By the time they got there. So they met me at our little cottage cabin that we rented. And then my dad actually took off to come to my house and they had a boy's weekend because I have three boys and my
husband. So he came down here they went to the beach in Galveston and went fishing they had just grandal boys time while my mom and I had a quiet retreat in this little cottage on The brazos river It was so perfect. And we knew that we couldn't go to waco without going to Magnolia and we hadn't been in like two years. So we decided to go get coffee at Magnolia press and go look around. And so much has changed since the last time
we were there. But we said, okay, we got to do it on Friday, because Saturday, we're gonna wake up and hit the ground running, we knew that we wanted to utilize all the time that we had together to really focus on the goals that we wanted to accomplish.
So first and foremost, I want to tell you, because we're going to keep this super high level like, I'm not going to get into all of my goals and dreams for the next 10 years. But I did want to tell you, that we took the book "Traction", so if you've never heard of it, "Traction" by Gino Wickman. I had heard from this or heard about this book from Amy Porterfield. She's talked about "Traction" and
"RocketFuel" before. And I bought "Traction" earlier this year with the intention of Okay, I'm just gonna read it, y'all. This is not a Oh, this is a cutesy book. Let's read it. And that's it. No, no, this is a, I'm gonna buy this book. And I'm gonna take action. Because if you are an entrepreneur, you need this book, if you are, because I went to business school, okay, I went to business
school. And my husband went to business school, like he got his MBA and like, we learned all of these things very high level. But if you're like me, and it's been 10 plus years, since you were in college, then maybe you haven't revisited some of the things that are very crucial to the foundation of your business. And I needed to be reminded of some of the things that we often overlook as kind of like fluffy
ideas. But we really need to pay attention to as business owners or people that are aspiring to have a business with our podcast. So I'm going to tell you again, "Traction" by Gino Wickman, it's going to be in the show notes. KrystalProffitt.com/Episode 205. That's where you're gonna find this. And I just want to kind of walk through like a high level of what it is that this book is all about.
So it's really for entrepreneurs, it's not for a traditional business model. Because there are certain things that you have to do as the CEO, or the CEO or the founder of your business. That doesn't just happen for you. Like if you work for a business, like for example, I used to be in corporate. And there were certain foundational pieces that were laid, probably decades, decades before I was there, my bosses were there or anybody else, like you had to have this vision for what this
company was going to be. But you as the entrepreneur, the founder of your company, you're the one that has to come up with this information to come up with the vision for where you see your business going. So they have what's called and I'm going to get the name wrong. So it's they have and this is their trademark name. And I love it so much. So it's the vision, traction organizer, you've got to go get this book, because this graph alone, it's like, it's golden.
Oh, it's so golden. And I was just like, Oh my gosh, like I've thought about these things. And I inherently know them about my business. But it was really important for me to write them down to get them out of my head.
And another thing I didn't tell you so mom and I, we went off, we knew that we were going to go on this girl's retreats like business retreat, I went to Office Depot, and I ordered the like, the post it like the big post it notes that you like put on the wall, and you can rip off, I don't remember what they're called, it's actually right over in the corner. Like, I should go grab it. And we couldn't figure out what they were called. But I finally found
it. But it's like the ones that you would put up on an easel and you can rip it off and go stick it on the wall. These are fantastic. And this is what we use all weekend. So every time we were like okay, we need to decide on for example, our core values, what are the core values going to be of our business so we would write on the top of one of these papers, core values, and then we would start brainstorming or we would start just writing writing things
down. And once we were done, we would go stick it on the wall and like she had it didn't the cottage didn't really have like two rooms per se like there were separated by door. But I would just I like took over a room. She took over another room and we just had these spaces Papers all over the wall. It was so fun. It was maybe this is just her and I are super nerdy, but we loved it so much, because we could see like, at the end of the day, we started at like 6am. Maybe it was like 630 that
morning. And we went until about eight o'clock that night, like balls to the wall going the entire time to figure out all of these really important pieces of our business.
So one of the things that we figured out was our core values. And I'm not going to share everything with you, just because you're probably not going to be as like excited about all this as I am. But I did want to share a few of the things that we figured out from our 10 year plan for profit media. So my business is profit media. And I have, I am going to share with you my core values because I think that they're so fun. So one of ours is we don't just walk towards fun. We chase
it. Like, I thought this is good. Like I was like patting myself on the back. I'm like that's a good one. Like we always we always got to have fun. And it's not just about like, Oh, I kind of want to have fun. It's like no, no, we chase fun down, we hunt it like a rabid wolf. Because if you are not having fun, it is not worth it to be doing all the things that you're doing. The next one is authenticity is our top priority. Our next one is
empathy. Grace and compassion are how we strive to hold space for everyone. We don't hide problems, we face them and walk through them together. Now this is a really big one, as I am, you know, still in the beginning of building my business. And I want to make sure that the people and the contractors that I work with and people that are onboard onto my team, understand from the very beginning, like we don't hide problems, we don't sweep things under the rug and pretend that they're not there.
We face them. And we walk through them together. Because that's how we get over. That's how we go from a problem to a solution is actually facing them and walking through them together. Another one that we have is we commit to always learning how we can become better leaders. This is really a core value for me, but it's also the type of people that I want
to attract to my company. I want people that are listening to podcast and they're reading business books, and they are just genuinely curious about how they can be a better individual in life. Like not just a business leader, but a life like a life leader in their family in their community, and making a difference and not just kind of floating through a mediocre life like they want to accomplish something and they're very driven. Consistency is the key
to total domination. This one was one that I thought of and I wanted to say to total world domination but that made me sound a little crazy. So I felt like Dr. Evil petting what is the cat's name? Oh my gosh, this is gonna drive me insane. I'm imagining Mike Myers, Dr. Evil Austin Powers version, right. And he's like just petting, petting the cats like total world domination $1 million. Oh my gosh, okay, I just went down a weird rabbit, tangent hole, whatever, is a rabbit tangent
hole. I'm just making stuff up at this point, y'all. But consistency is the key to total domination. And then value service and gratitude makeup, our North Star. So these are some of the things that we have established as a company as our core values. And again, I say this, and I share this with you to let you know, I don't have a whole team of people behind me. I don't have, like 15 people that I have to go back and be like, Oh, we came up with our core values. Here they are. Let
me share them with you. Now. It's more about these are the type of people that I want to attract that have the same types of values or that agree. Oh, yeah, I like I like the sound of this company or I like the way that they operate. I like the things that they focus on. Because I think that that's more important than just saying, Oh, we like to have fun. Yeah, sure. We like to have fun. Yeah, we like to be authentic from time to time. No, like, these are our guiding principles and our core
values. So that was the first thing that we had to establish.
Then we had to talk about our core focus. What are you focused on? What is your purpose? What is your niche? What is your passion? Why are you even doing this? And again, I want you to go Grab this book "Traction" by Gino Wickman. It is so helpful and I'm gonna recommend that you get the Kindle version or a hardcopy. I'm a fan of the hardcopy simply because you can look at it easier. I'm just more of a like tangible books or
audiobooks. But I don't recommend an audio book for this simply because it's so tactical and hands on. I actually listened I tried to listen to rocket fuel, there are other book. And it was too hard for me because I would like listen to something and I want to stop and like go take notes right then. And that's a lot harder to do
with an audiobook. So I would recommend getting the hard copy of this book, go ahead and get "Traction" and "RocketFuel" at the same time like these could be add them to your wish list for Christmas and say, This is what I want you to buy me honey, thanks so much. These are going to help me, you know get more focused on my business. I'm a podcast. But the core focus is really for us for profit media is we help entrepreneurs confidently share their message.
So do you notice I didn't say we help entrepreneurs confidently with our podcast, because my business profit media is more than just about podcasting. Even though that's our main focus here, like you are here to learn about podcasting, what it's all about and everything. But at the core of that, you want to share your message. So that's really what I want to hone in on going into 2021 and beyond is helping people share their message because a message is so much deeper than just a single
podcast episode. A message is your whole podcast a message is how you communicate with your audience in your emails, how you communicate with your audience on social media through other marketing channels. So I really didn't want to kind of box myself into only talking about podcasting. 24/7, although y'all know like, that is my passion, that is my jam. But I also want to look at the bigger scale, like kind of zoom out with a bird's eye view on how I can help people with their message.
So that is our core focus at profit media is to help people with their message Now, what is our niche? Right, like what is the specific thing that I help people with is I help take the overwhelm out of podcasting. I do feel like that is my specialty. That is my like secret sauce is to take the overwhelm out of it and give you a step by step plan a step by step strategy that you can
follow. That makes it easier, because at the end of the day, yes, you could go Google everything, everything that you've learned here on this podcast, you could go Google it and learn from 50 other people. But that doesn't mean you're going to be less overwhelmed. And it doesn't mean that you're going to be more confident after you watch seven different YouTube videos from seven different people and say, Wait, this person was contradicting that one. This one says to do it
this way. This one says to do it that way. And this one interesting, interesting, Lee enough, said to do it a totally different way. I want to take the overwhelm out of podcasting where you don't have to think about it in terms of there's only one way to do it. Because there's not like at the end of the day, there's not just one way to podcast, you will go find
someone else. And they will tell you probably everything that contradicts everything I've shared with you here today, or ever on this podcast, or on my YouTube channel or in my email list. They will say no, no, no, no, we don't agree with what she says. But at the end of the day, my number one goal, my number one focus, my underlying everything of all the content that I put out, is to take the overwhelm out of podcasting. That is my core focus. That is my purpose. It's my mission.
It's my life, and I want to help entrepreneurs with their message.
Now, there's a lot more information, like I said, going into your 10 year goal, your marketing strategy, let me see there's a three year plan, a one year plan, you get to figure out your quarterly rocks and then you talk about issues that would probably come up. I'm not joking. Whenever I say we did this for a solid 12 to 14 hours straight. We did it. It took a long time. And I guess if you were doing this by yourself, maybe it wouldn't take so long because we were kind of like
pitching and catching. She would tell me an idea for her business. I'd tell her an idea for mine. So you know there was a lot of in betweens of ideas and brainstorming and they Like that, but I think that it was so valuable to do it with someone else that understands my business, and understands what I'm trying to accomplish, like long term, not just today, not tomorrow, not in the next year, but long term. What am I trying
to accomplish? And so again, I'm just going to encourage you go grab this book "Traction" by Gino Wickman, and do every step of the process. So there are different paragraphs that tell you, okay, here's some examples of you know, they work with a lot of clients. And I will say in their will, you know, our clients, and they'll give like five examples, these clients core values are blah, blah, blah, and they'll give you all these examples. And then their
core focus is this. And their 10 year target looks something like this. So they walk you through every step of the process, which is why the book is so important. And like I can't just give you like, oh, here's the framework, go do it. Because we had to read like, we were literally reading this book, I have like, note cards, and post it notes, all shoved into this book, because we were reading it as we were
going along. But January is coming up like January is right around the corner, and I don't want you to start thinking about your goals. January one, I don't like it's too late. If you're thinking in planning your goals on January one, then you're you're already behind. And I'm the type of person that I never like to be late. Like if you show up on time, then you're late. I am the like in the school of thought of, I need to be 1510 to 15 minutes early everywhere I go, because that
means I'm on time. And if I show up, I'm supposed to be there at one o'clock and I'm there at one o'clock, I'm late. This is just the way my mind works this way, in my mind has always worked in my husband, it's like a catch 22 for him. Because I feel like so many women get like a bad rap for being late. And he's like, you're always on time, but you're always a real pain in the butt like trying to get everybody out of the house to be on time. So it's definitely a
double edged sword. But when it comes to planning, especially in your business, I think that we should all start sooner rather than later. And if you're in the first one to three years of your business, and you're like, I don't need to do that I need to do that. Whenever I'm more successful. Whenever I'm making more money, whenever I'm making any money. You're wrong. You're wrong. I'm telling you this right now, I wish I would have done this two years ago, whenever I was first trying to
figure out my business. Whenever I was first trying to figure out, what do I need to do? What do I need to focus on a lot of it feels like fluffy staff, right? Everything I share with you my core values, all that feels like, you don't really need that to make money. It's true. You don't you don't need to have a mission statement in order to throw something up for sale and actually make money.
But at the end of the day, what will keep you from burning out is attracting the right customers attracting the right people to work with you attracting the right sponsors, attracting the right everybody to work with you. And you can't do that. If you don't have your core values, you don't have your core focus, you don't know who you're targeting, or what your specialty is. And this is why I believe that this is so important.
So here's my challenge to you. I knew that I wanted to have like an action item, like after this episode was over. I want you to join us if you are not already in our free Facebook group. We have the Proffitt Podcast online community, you can find it in the show notes, KrystalProffitt.com/Episode205, you're going to find a link to join us in the Facebook group. I want you to go into the Facebook group and say, Hey, Krystal told me to you know, to tell you what my passion and my niche are.
That's what I want you to do. I don't want you to go in and say oh my gosh, I have to go buy this book and read it and do all the things. No, no, I do want you to do that. But my challenge for you is to join us in the Facebook group and say, my podcast purpose is my niche is because they are two very different things. Remember, I'm going to share with you again, my purpose is my purpose. My passion. My cause for my business is to help entrepreneurs share their
message. That is my purpose. My niche is take the overwhelm out of podcasting. That is my purpose like and so all of my content, anything that I put out online, the underlying like thread between everything is to help Take the overwhelm out of podcasting. So join us in the free Facebook group, I want you to share your passion in your niche, and I cannot wait to see what you have to say, I'm so excited about this. So, again, I'm gonna say it again,
"Traction" by Gino Wickman. Go grab it, I haven't even finished it, y'all, I haven't finished the book, I only finished this huge, big buck chunk of it that's really helped me I have it in a Google Doc, I have my goals, I have my things that I'm planning for all of 2021. And I feel like it's November. And I'm already excited to hit the ground running in January to work towards these goals and make really big things happen in 2021. And I want the same for
you. But like I said, if you're waiting until January to start planning, you're already going to be behind. So it's why we're having this conversation today. And it's why I hope that you're excited for what's to come in 2021 because we have a lot of really big things planned.
But that's all I have for you today. So if you have not already joined our waitlist, you need to get on it. We are doing some really cool things behind the scenes with my course profit podcasting, and the membership the party people. We're almost there. We're almost there and being able to unveil all the cool things that we're working on, but I am really just, it's gonna be so good. Oh, it's gonna be so good. And I know that you're gonna be excited about
it. I know I've shared a few teasers, but we're gonna have some podcast auditing where I can get my eyes on your podcast and some other fun hot seats and group coaching and tech libraries and just, I'm just I'm really excited. So go to KrystalProffitt.com/waitlist to get on the waitlist. Or you can go the show notes, KrystalProffitt.com/Episode205 to check out all the things that we talked about today, but that's all I have for you today. So remember, keep it up. We all have to start somewhere.