Christie JungeA Plus Solutions Inc. · CEO | Profit First Professional

Surge by Mike Michalowicz (for TMT Robin Robins)

20 Jun 2016 · 2 min

Watch on YouTube

1:45

In this video, Mike Michalowicz addresses the Technology Marketing Toolkit / Robin Robbins Group audience to announce his new book, Surge, released on June 20. Building on the concepts from his earlier bestseller The Pumpkin Plan, Michalowicz introduces the SURGE framework – a five‑step process for accelerating business growth. He walks through each acronym letter: (S) Separating out a market – identifying rich niche opportunities; (U) Unifying with the need – creating a rally‑cry that aligns customers and staff; (R) Rally cry – a clear, compelling message that drives consistent action and shields against resistance; (G) Gather – borrowing a surfing metaphor to collect real‑time data and insights once momentum is gained; and (E) Expansion – replicating and scaling the proven model across the organization. Throughout, he emphasizes practical application, uses vivid analogies, and urges listeners to purchase the book immediately, noting that early sales will boost Amazon’s algorithm and, more importantly, deliver massive impact to their businesses.

Chapters

You know what I love about the Technology Marketing Toolkit, Robin Robbins Group? You guys have drive. You actually get things done. I don't know if you remember me visiting maybe 2 or was it 3 years ago now and talking about this little book, The Pumpkin Plan. I am still taken aback by how many of you implemented the process and have grown your business as a result. I want to tell you I am now taking The Pumpkin Plan to another level, wrote a new book. It is released June 20th, depends when you're watching the video, but that's today. This book is about driving your business forward following 5 steps. SURGE is actually an acronym for it. Separating out a market, that's the riches in the niches. I talk about that extensively in the Pumpkin Plan, but that's only phase 1. Phase 2 is unifying with the need, so the UR is. R is rally cry. What is the message that is getting that unified group moving towards you consistently and also protecting themselves from people that are resistant to this change. G is the gather phase. It's actually a technique from surfing. So once you're up on a wave, you have to find the pocket. You have to gather information about the wave through the balance you're experiencing and just from pure eyesight and identify where the heart of the wave is. We need to do the same in our business. We must gather knowledge once we get momentum. And then E is the expansion phase. Once you figure out what's working, you start replicating it over and over. It's the manufacturing brought to your business where once you have something that works, you do more of it and you scale it up. Surge is the perfect complement to the Pumpkin Plan. It takes it to the next level, and it would be an absolute privilege if you get a copy of it today. Selfishly, the more copies that move right now, Amazon will kick in its engine and market it. But most importantly, I promise you it will have a massive impact on your business. Surge on.