013: What Successful Scalable Intimacy REALLY Looks Like – And How You Can Do It Too!

Hey, have you heard the news yet? There is a new style of CEO on the block. The modern CEO. And she is changing the way businesses are run. In fact, you might know this person. She's creating a business around what matters most to her. Freedom, family impact. And her corner office looks nothing like what you'd see on Wall Street. It's a kitchen table, your grandma's lake house, a spacious home office, the living room floor surrounded by kids and Legos or the local coffee shop. Your business, your way. Hey, when you embrace your role as Modern CEO, I'm telling you, you will have more freedom, more profit, and more fun. Most importantly, you'll fall in love with your life and your business in a way you only dreamed of before. Trust me, this isn't a pipe dream reserved for only a select few. You. You are the modern CEO. You are creating a business in life you love because a better business means a better life. Well, hello. Welcome back to the Modern CEO podcast. I am your host, Amber McHugh. And yeah, of course I'm back because I love hanging out here with you and I especially love what we have been talking about. Did you listen to the last episode? We were talking about scalable intimacy, and this episode is going to be a continuation of the last episode. But don't worry, I'll get you caught up. If you didn't listen to the last episode, we'll totally get you caught up and up to speed. So you are ready when we dive in to the case study that we have for you today. So in the last episode, we introduced the new concept of scalable intimacy, and we talked about how that came to be. And then this episode is the pickup from that where we're breaking it down and we're going to give you some examples and some ideas and a play by play of how you can bring intimacy into your business model and still scale. Right? So one doesn't have to go away so that you can bring in the other. You don't have to stop talking to people or stop creating and connecting in groups so that you can get scale. And if you want intimacy and you want connection and you want to know your people and you want to be there in a space with them and really, you know, know their struggles. That doesn't mean that you can't scale either. Right? One doesn't have to go away because of the other. And this really gives us an opportunity to reinvent how business can be done, reinvent how you can serve your audience. And I'm really excited about the opportunity that this, this idea of scalable intimacy, the opportunity that this creates for you in your market to be different, to do something different and to really serve your audience in a new and different way and potentially a better way. So let's dive in. Let me first start with giving you a little scoop. For those of you that missed the episode and for those of you that heard it, let's just reset on this idea of scalable intimacy. Right, so let's start with the word scalable. And what's the difference between scale and growth? So growth is when you're growing the business and, and yep, revenue is growing, but cost is growing right alongside it. So take for example my photography business. In our photography business, we expand to a new city, we have to add resources, we add people to take the photos and to be there during the photo shoot. Our shoot stylist is also there and then we have to add editors to help us and then there's team behind the scenes processing all of that. And it's not quite, you know, one to one growth and there is certainly still process profit margin associated with that. But it's not as scalable, for example, as Netflix. Right. So when Netflix adds new members, when new people sign up for a Netflix account and there are new memberships created, they don't have to add a whole new slew of employees to serve those members. They have a model that is set up to scale, scale. So when revenue grows, cost does not immediately grow as well. Bringing this into this sample of the online world, if you have a course, you launch your course and you bring new people in and you have an amazing launch and you have a thousand new people that join the program that you weren't expecting. You are not necessarily going to have new cost associated with those authorities. Thousand additional people joining because it's a course and there's, it's set up on a platform and, and maybe you'll have some additional. Right. If you only purchased enough membership spaces for a hundred people, you might have to expand a little bit. But for the most part it's not going to grow. Your cost is not going to increase as much in a scalable model as it does in a growth type model. So that's where this desire for a scalable model comes in. And compare that to for example, a one on one model where it's you, right? It's all you to grow. It's your time which is super, super intimate and not necessarily scalable and doesn't leave a lot of opportunity for long term growth. So that's where this idea of bringing scalable intimacy comes into play because one on ones are super intimate and there's a lot of value and real time support and transformation that can happen in that space. But if you want to reach more people, you also want that scalability. So when you bring the two together, scalable intimacy, and you create incredible experiences in a container where people can have transformation through experience with you in your programs, through your transformational models, then that's when you will start to see amazing growth and results for your clients and you'll be able to grow with more ease. And I would argue that your clients will see better results results than if you just go through a straight scalable model because you'll be bringing in this intimacy factor as well. You'll be bringing in the connection which fosters greater transformation. So that's a little bit of a summary of what we talked about in the last episode and I committed in the last episode to giving you a case study. And we have used this idea of skill, scalable intimacy, as we built out a program of ours called Freshly Implemented. So how did Freshly Implemented come to be? Essentially, freshly Implemented came to be because I was seeing gaps in the market and I was doing a lot of social listening in groups, having conversations with my colleagues and my peers. And I have a business background and I knew I wanted to work with entrepreneurs. I, at this point when I was considering building Freshly Implemented, I was working with entrepreneurs in my business accelerator and in a program called how to Clone Yourself. And I was seeing an opportunity to serve in a more intimate way. And I was also seeing that people needed implementation support. So I was identifying, you know, what did people need? Who can I serve? And. And what did they want? So, yeah, well, they wanted some training because we all need training to grow. So I'm not for a second discounting that, but I was talking to a lot of really smart people who were doing the work to get the training that they needed. They were doing what they needed to get the knowledge to grow their business, to improve their professional development skills. But what was missing was implementation. We weren't consistently as an entrepreneurial community, following through on the implementation of what we were learning. We weren't consistently following through on the implementation of our ideas. I also saw that real time support was needed. Right. If you needed some help, maybe someone would show up in the Facebook group to help you. Awesome, that's great. Or you had to wait till the next group coaching call was scheduled. Like, okay, sometimes that's great. But business happens real time. And Sometimes I just want to hash it out real time. So could I design a solution that would also bring in some real time support? You know, and for me, intimacy, as we think about this scalable intimacy model, can we have a little bit more fun? Can we build that in? And I also like this idea along the lines of fun, some competition. Because what gets measured gets done and we know we need to get it done if we're going to see results. Because while we can't always control the end result that we're going to get, if we are in action and, and we are implementing, chances are that we're going to see results one way or another. Right? We might not see the results we want, but we will get clues and we will be able to identify which direction and where we need to make tweaks. So those were some of the things that I was seeing and identifying as gaps in the market. Right? Yeah. Okay, we need some training, but we really need a focus on implementation. So some real time support. Because business happened real time. And when people are implementing, we want to be able to support so people can pivot and keep on going in the moment, not having to wait, wait, wait, wait, wait. And then let's have some fun and reward when people are implementing. So these ideas sort of evolved into a hybrid program. So not a course, not a one on one coaching program, but a hybrid experience which we call freshly implemented. And really I'd say it's an implementation incubator where we do have a training element called Power Hour and this is where there is training but it's done live for those that can make it at the live time. It's also of course recorded, but there's a live training session where we're covering topics that that business leaders, CEOs, owners of businesses, you know, we cover topics that you need to know if you are running a business and that you may avoid. Money management, certainly. Marketing, planning, mindset topics just right the gamut Addicted to launching is one of the topics that we cover. Millionaire mindset, who's got your back? Go team go. Related to team building and managing a team. So a variety of topics that business leaders need to be thinking about proactively. We also have something called Open Studio and this was born out of the idea that we want more connection, a little bit more free flowing connection. Not necessarily a coaching call, although it can be that if people have questions. But it more wraps around the idea of co working and we say that anything goes in open studio. So we invite people to just hop on the line and bring their work and bring something that they're going to work on and that they may want to ask questions on, but just something they want to be held accountable to during that co working time. And certainly if you want to bring questions, we can do some hybrid, you know, do some masterminding on that session too. So it's a two hour long co working timeframe and this came to life because Joanna, my business partner in the photography business and I would spend nights when we were starting the business working together on Skype and we were totally silent. I could just hear her clicking on her computer and she could hear me clicking but we weren't talking unless something came up and we needed to check in or ask each other a question. We were just working together and it felt nice to be in that space with her. I felt more connected. I felt like, hey, we are in this together. I wasn't on an island or on the struggle bus all by myself. I had someone there that was doing that with me. So we typically spend the first hour of that call answering questions because people have them. And the second hour I'll give a nice scoop on what's going on in my business. And nice scoops are something I give regularly and freshly implemented on behind the scenes or challenges that I'm facing in my business or even success stories and results that we're getting in our business. Because I don't want to leave you burying it all alone. This is the intimacy piece you are going to be sharing a lot in freshly implemented. I'm not going to leave you hanging. I'm also going to be sharing with you. Not to mention I know that I learn a lot when I'm hearing about like the nitty gritty details and the ins and outs and the what's working, what's not working in someone else's business. I'm going to gift that to others. And if there's a lessons learned or oh my gosh guys, I just messed up or oh I've got some anxiety this week, here's what's going down, here's how I'm processing, seen it, I learned so much when I hear those things from other people. So if someone can learn something or take something from my mess ups or when I'm feeling down or when I'm coming back up or from a result that we achieved, please take those lessons learned, take those successes, take something from our mistakes so that you don't make the same mistakes and benefit from those. So we share nice scoops in our business as well, and you are not left behind bearing it all alone. The other hybrid piece is related to back pocket TLCs. So I talked about something that I was seeing in the market was a need for more real time support. So when people join freshly implemented, they get my cell phone number and I asked them to immediately text me so we can save each other cell phone numbers. And something happens, like on the fly, and you need immediate support. Throughout the year, people are invited to text me me. And once one of my favorite random back pocket TLCs was when I was walking down the grocery store and someone texts, can you talk? Can you talk? It's kind of urgent. Like, oh, yeah, I'm in the grocery store. Do you mind? Like, I can talk. No problem. I didn't have kids. Absolutely, I'll talk. And so we talked as I walked through the grocery store. And then another time someone texted and said, here's what's going down. I just need to pick me up. Absolutely. Because business happens real time and sometimes you don't have a community of entrepreneurs who gets what's going on. We are your people in freshly implemented. And then there are also scheduled back pocket tlc, so you can book one off one on ones. And to do this, I just basically open up my calendar and I have about three spaces a day, so my whole day doesn't get filled with them. But today, for example, I had three back pocket TLCs and I loved them. Yesterday I have two, tomorrow I have one. And then I'm not just sitting in my office all day wondering how everybody's doing, but people can check in with me and I can check in with them proactively in the Facebook group by text message, all of these other places as well. So there's a much more ebb and flow to this. And while it certainly looks like a breakdown of boundaries, right counter to what you may have heard from other people, like, put up your boundaries. Put up your boundaries. I love working with people in this way, and I have not found that boundaries have been crossed because people are people, right? They. I think people are more cautious about crossing boundaries than they are about the other way. So people are like, oh, I don't want to bother you. Oh, I don't want to cross your boundaries. I'm like, girl, you cross my boundaries. Nobody ever crosses those lines. Like, push it, push it, push it. I am pretty good about protecting my boundaries. Now, certainly you have to know what boundaries you need to put in place. But this is what I love to do. I love to support people in growing their businesses. So I would rather someone reach out to me when they need me than sit on the struggle bus on Lonely island and not reach out. This is what I'm here for and. And this is how I can serve and help. Because I know when stuff's going down, business happens real time. That's when we can get some good lessons learned, and that's when we can start to pivot and grow and move things ahead in the business. The breakdown before the breakthrough. So let's make things happen real time. So that's sort of how we've built in some intimacy in our scalable model. Now, here's one thing related to that. In freshly implemented, there are two levels. We've got a VIP level and a regular level. So at the regular level, you get two back pocket tlc. Here at the VIP level, they are unlimited. So that helps us keep it scalable, because I couldn't do probably unlimited back pocket DLCs for everyone. Especially in the first month after people join, it gets a little bit crazy. The calendar fills up a little bit quickly, but then after that, it sort of normalizes, which I need to tell people right when we're coming in, like, hey, guys, look out. It's gonna be busy for the first month. After that, we're gonna be totally good. Or I need to open up more times in that first month. So there's some things that you can watch for and that you'll learn as you start to implement new models in your business. Right when you're implementing systems, you can start to watch for trends and see where you need to tweak and adjust things as you go, which is the beauty of systems. We also, in freshly implemented, have something we call the fresh score process. So at the beginning of the week, everyone states what their goals are for the week in a single post. And then at the end of the week, we report in, how much do we get done? We plan to get these five goals done that align with our goals for the year, our big ticket items. And we got these four things done. So that's our fresh score, four out of five. And at the VIP level, everyone that gets their score in gets nice swag for the month. And then for everyone else in freshly implemented, anyone who gets their score in gets entered to win the monthly swag. And the person with the highest score gets the big prize. A new suitcase or a fascia blaster or a Ringly or a Kate Spade, you know, portable charger. There's all sorts of fun stuff that comes with that. So it's another way that we're building in some fun and some competition and an experience. We're creating something new and different through that. We also have something called Speed Mastermind built into this program. And if at this point you're saying, like, whoa, this is a lot, there are a lot of touch points, and you're right, there are a lot of different elements in freshly implemented. Because sometimes you need different things in your business, and these different elements and these different experiences start to create that intimacy and those opportunities for us to connect in different ways and to touch base on your business throughout the month. So I can always be in the know, and when something comes up, I can very quickly step back in and support you. So there are lots of opportunities for us to stay connected. So scalable Intimacy, again, because each of these pieces are systematized and structured, and systems are going to be key to you being able to scale. Systems and structure can sometimes feel restrictive. I see quite the opposite. Systems and structure let me have freedom. Systems and structure mean freedom. So in speed masterminding, the VIPs hop on the line with me and everyone else hops on the line with a mentor. In freshly implemented, we have mentors as well. And we spend an hour with a small group, a pod, a breakout group, and we're masterminding on the topic of your choice. You're getting feedback, you're reflecting, you're supporting other people as well. And again, intimacy is not only happening with me, but it's happening with the people in that group. So connection starts to happen beyond and transformation and support. Start starts to transcend. Right? So as you're thinking about intimacy, don't just think about you and the client. Think about how you can facilitate connection and collaboration throughout your network, throughout your community. And there are a lot of different unique ways that you can do that as well. As I mentioned, we also have the mentors in the group, and our mentors are also available for back pocket TLCs. We have that structured in a unique way as well. They're in the Facebook group and then they're on Open Studio from time to time. Not always all mentors on Open Studio, but they definitely chime in. Like, Shay is chiming in all the time on Facebook ad stuff. Leanna's in the group talking about marketing strategies. Just a lot of collaboration and support. Again, outside of just me, which supports the scalability model and the intimacy model. Beyond that transcends one person. Then we also have something we call the vault, and there are a whole bunch of bonuses and courses and training and materials that support people. And I'm just gonna call out one of those as an example for you, that anything that I've got going on in my business, if I'm working on a testimonial process or I have a planning calendar that I work on and someone says, hey, I'd love to see that, or I'd love a template for that or, or hey, Amber, do you have anything on xyz? We put it in the vault. So we over the years build this amazing resource library that people can go to to just grab a template for a following up on a proposal process or they can grab the calculator to figure out if they spend this much on Facebook ads, what should their expected return on investment be based on these numbers? So there are a number of ways that you can support people without it being your time so it's more scalable and that it can feel intimate. So that real time support is one of the ways that I love connecting with people. Right? And I feel like, hey, that's where the magic is gonna happen. It's gonna happen in the moment when you are implementing and I so badly want you to implement. Because if we are just sitting here thinking about all of these ideas, we're never going to get anywhere. We are not going to move closer to our results. So if we can get into that space of implementation easier and we can learn while we're implementing and we can keep that train moving, we're going to be in a really good place. So I hope as we walked through this example, you were sort of seeing and hearing ways that scalable intimacy has been brought to life. And yes, scalable intimacy is the way that you can grow your business with ease and help your clients get better results. And I'm notice, I'm not saying faster results, I'm saying better results. And maybe something different for you. Maybe you want fast results, maybe you want quick hits, because quick hits and fast wins are always good. But ultimately, what I want for you is long lasting results. I want sustainability. I want this to stick long term. Right? So that's what I'm going for. That true, true transformation that will be there for you to pull from and use over and over and over again into the future. So why am I telling you all of this? Yes, as an example for sure. And you know, one thing that I didn't tell you that I just remembered now, thinking about intimacy, if you are like, oh man, this is so far beyond me. It's going to be forever till I Launch something, but you're inspired right now to get something off the ground. Listen to this. The first time we launched Freshly Implemented, I launched it with a PDF. And yes, this is in our vault for everyone to leverage and use, but we launched it with a PDF. So if you're thinking like, man, I cannot launch. I don't. I've got to do my sales page. I got all these other things to do. And. And guys, listen to this intimate way of launching. Just yesterday I had someone reach out to me and said, do you want your Akashic records read? And I've been thinking about this. And I said, well, yeah, I do, actually. And she said, okay, cool. And I said, how does it work? How do. How do we get it going? I said, I feel like you kind of read my mind. And she said, well, it's not free. Is that okay? Like, yeah, absolutely. Give me the, the scoop. And she told me how much it was and I said, I'm in. And then wait till you hear this. She did not send me a link to her booking calendar. She sent me a piece of paper that she took a picture of that had times crossed off and then times that were not crossed off that I could pick from. So if you were thinking like, I do not have a system in place yet. I don't have a sales page up, guys. Keep it simple. That sort of intimacy is beautiful in this day and age. I didn't mind at all. It stands out to me. I like her vibe. It's something I've been thinking about anyway. I think we must have divinely been led to one another because that was so random and just so easy. And I'm really impressed that she is just going for it. So don't over think this. What I do want you to think more about is how you can serve your clients. That's what matters. What matters at the end of the day is the results that you are getting for your clients. So I've shared all of this with you, the scalable intimacy concept, because I think there is a way for you to differentiate yourself in terms of scalable intimacy so that you can get better results for, for your clients. And if this example, this case study of freshly implemented has given you some ideas, I love that. That makes me so happy. And if by hearing about it you're thinking, hey, I want in on this thing called Freshly Implemented, I would love that too. Of course. And we'll be enrolling for Freshly Implemented again very, very soon. So you can hop on the waitlist there at freshly freshly implemented.com it's freshly implemented.com and thank you as always, so much for hanging out with us here on the Modern CEO podcast. I'm so grateful to you for showing up in the world, doing what you do. You are changing things for our daughters. You are changing the way business is done for future generations. And more. More now than ever. People are living lives in completely unexpected ways. There is more freedom than I ever could have imagined when I stepped into running my own business. So thank you for being a part of the Be free Get paid movement and I cannot wait to catch up with you in the next episode. Sam.