I think of Entrepreneurs as Kingdom Builders – and I don’t think of kingdoms in some domineering, benevolent tyranny sense – but in the sense of the “King’s Domain”. Who is the King? For me the King is our Creator. The Kingdom of God that I know is one of peace and mutual benefit. That describes a good way to live, and it describes a good way to do business.

But hang on – This episode isn’t about the spiritual Kingdom. It’s about the earthly Kingdom I would choose for my business to emulate – The Magic Kingdom in Walt Disney World. I have some incredible, almost surreal memories from there (surreal because there is no other place like it on Earth). So how does such a mega-company provide such an inimitable, fanciful atmosphere full of employees (cast members) who seem genuinely enthused to be part of the experience? Lets find out, shall we?

Today we talk with the former vice president of Disney’s Magic Kingdom, 26-year Disney veteran, Dan Cockerell. He has some fascinating insights about the culture of YOUR kingdom.

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10 X growth is what we discussed last week… and it cannot be additive, it must be multiplicative. Instead of going into specific tactics and techniques, I think it’s important to first focus on the primary driver of everything we do in our company, which boils down to our culture. And I know no one more qualified to talk about “kingdom cultures” in the realm of business than Dan Cockerell.

Dan was, for a very long time, in charge of the Magic Kingdom at Disney. His book is called “How’s the Culture in Your Kingdom?”. Dan took some time off the ski slopes in Breckenridge to chat with me about company culture – how important it is, and how to create “magic” at any size company. I stress “any size” because most of us don’t have the resources that Disney has at their four-fingered white gloved fingertips. Dan’s brilliant advice – Don’t spend time getting your people motivated – hire motivated people and treat them like gold.

Links From This Episode

Dan’s Book – “How’s the Culture in Your Kingdom”

Event that can drastically change your life for the better: The Copywriting Academy Live

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This really could’ve been entitled, “what I have learned after doing 500 episodes of this podcast.” But that seemed like a boring title.

Then I realized that around episode one marked the year my business made just over $100,000. After 500 episodes – a little over 9 years or so – our company revenue is somewhere between 1 million to 1.5 million per year.

That’s roughly 10X. And now we’re looking at how to 10X again. We can’t do it by working harder – we have to do something completely different.

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I will share a few thoughts on that as we go, but there is definitely one Master Skill that is key to every step of your business growth. That Master Skill: Copywriting.

Unless you’re totally new to this podcast, you probably know that writing great copy is my passion. In fact, I wrote this book which is an excellent place to start if you intend to master this skill.

Most of the copy I write is aimed at business growth…pretty much all of it in fact. But how do words make your business grow? If copywriting is the weapon, what is target?

Back in the 90’s, I discovered a book that taught me many valuable (literally life changing) concepts. It taught me there are 3 ways (and only 3 ways) to grow your business:

1. Get more customers.
2. Get each customer to spend more with each purchase.
3. Get customers to buy more often.

You can learn more about this book and the brilliance of Jay Abraham in this video.

Succeeding at any of those three goals will grow your business, but if you succeed at all of them, even just a little (think 10% each), you’re talking exponential business growth.

The key to doing all this is being able to write the appropriate copy for each stage. That’s why we’re having the Copywriting Academy Virtual LIVE Video Workshop, April 8-9. (Tickets are just $197 for a very limited time – price increase January 31.)

If you attend this workshop, you will not only gain some powerful, proven, business growing skills, BUT you will also get your copy finished, polished and ready for deployment. All the details on this are right here.

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