In this promotional talk to the Robin Robbins Group, author and entrepreneur Mike Michalowicz announces his new book Surge, released on June 20. Building on the success of his earlier work The Pumpkin Plan, he presents the SURGE framework—a five‑step system for accelerating business growth. He walks through each acronym component: (S) Separating out a market to focus on rich niches; (U/R) Unifying with the need and creating a rally‑cry that aligns and protects the team; (G) Gathering information and momentum, likened to a surfer finding the pocket of a wave; and (E) Expanding by replicating successful processes at scale. Michalowicz emphasizes that Surge complements the Pumpkin Plan, urges the audience to purchase the book immediately, and explains that early sales will trigger Amazon’s marketing engine, promising a massive impact on their businesses.
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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 two, or was it three 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 on you're watching the video, but that's today. This book is about driving your business forward, following five steps. S U R G E is actually an acronym for it. Separating out a market. That's the riches and the niches. I talk about that extensively in the Pumpkin Plan, but that's only phase one. Phase two 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 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 in 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 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 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. Sir John.
