BUSINESS MUSCLE 101 | What is the Law of Expansion?
BUSINESS MUSCLE 101
With Dr. Sam Bakhtiar, the $100M Bodybuilder CEO
What Is the Law of Expansion?
And How Do You Use it in Your Business, Brand, Personality and Social Media to Exponentially Become More Influential and Make More Money?
What’s one of the most POWERFUL and effective ways to build an audience of fiercely loyal fans? How do you sell a product or service for far more than your competitors? How do you essentially outperform and outclass your competitor in your field or niche as a bodybuilder or fitness coach?
Let me introduce you to something I refer to as “The Law of Expansion,” and how it will help you exponentially grow anything you touch.
Now, before we dive into the topic of conversation, years as a businessman have taught me many things. Among them, one of the most powerful marketing/selling tools is that of the “Brand.” And this isn’t limited to business brand, either; it also pertains to personal brands.
Take a single, plain mug with no brand stamp on it; how much do you think you could sell it for? Five bucks? Maybe eight? Take that same mug and toss a logo on it, now you’re selling that mug for $15. Take a single leather belt, expertly crafted, and maybe you sell it for $40. Now take that same belt, toss a Louis Vuitton buckle on it and you’re now charging $300+.
Why? When it comes to selling, a product or even yourself, it’s important to remember that people tie their public appearance and self-esteem to the products they wear, use and are seen in. They want to be known as someone who associates with cool personalities and influential people. They want to be known as someone with “fine tastes” and someone who only purchases quality. Clout, esteem, lifestyle— all of the above.
So what are proper “brand-building mechanics”? Let’s first define the brand and how we use it as our secret weapon in business.
A personal friend of mine once shared with me that “a brand isn’t your logo and your brand isn’t your trademark; your brand isn’t even your product. Your brand is what customers feel about you.”
What about a personal brand? Well, the same applies here: “People only remember how you made them feel.” Got a social media presence? How do your followers feel about you? Are your posts all about you? Or them?
So, if you’re too busy trying to be all things to all people, your audience and customers won't know how to feel about you. You’ll make it harder for them to share with their friends and family.
Almost forgot about The Law of Expansion, huh? Here’s where Brand and The Law mix to make a powerful cocktail for success. Your brand and business will grow exponentially, and here’s how.
Don’t try to be all things to all people. Build your brand around the premise that you’re the best at a few things and be better at them than anyone else. Don’t confuse people, and stay consistent with your message and delivery.
Take Apple, for example. It’s currently the biggest company in the world and it still sticks to tech focused on simplicity. They accomplished this by selling a small line of products. One site stated, “In 2010, before he became chief executive officer, Apple Inc.’s Tim Cook said all the company’s gadgets (14 in total) could fit on a table, arguing such focus resulted in better products.”
Today that number is 27. They do those 27 products better than anyone else. They’re masters of Brand and never stray far from The Law of Expansion.
Amazon. The biggest online store that’s wreaking total havoc on big-box retailers, and putting them in an early grave, doesn’t sell ALL things to all people. Sure they have millions of products, but their model is focused on convenience and they do it better than anyone else with two-day shipping.
With our franchise of gyms, we don’t try to be all things in the fitness and health space. We have dumbbells but we’re not a dumbbell company. We have supplements but we’re not a supplement company. We have row machines and squat racks but we aren’t an equipment company.
We’re a transformation company. We’re consistent with that and it’s worked extremely well for us.
Just remember, the jack-of-all-trades is the master of none. Don’t spread your brand thin, don’t expand into markets or sectors where your performance/delivery will be anything less than exceptional just because you want a piece of that pie. It’s more likely you’ll shoot for something too big and become overwhelmed. When in doubt, overwhelm a small niche.
Sam Bakhtiar is a doctor, CEO, author, world-class bodybuilder and multimillionaire entrepreneur. He runs a fitness franchising business, The Camp Transformation Center, with 110 locations and two different supplement and nutrition companies. With a bachelor’s degree from Pennsylvania State University in sports science and life science and a doctorate from Los Angeles College of Chiropractic, Dr. Bakhtiar has helped over 100,000 people transform physically and mentally. He specializes in helping people get to the top 1 percent in any and every aspect of their life. Dr. Bakhtiar is also the author of the popular books The Total Body Transformation Secrets and Becoming a One Percenter.
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