The Secret to Scaling Up Your Business | Vishen Lakhiani

Why are you doing what you're doing? If you're running a company, CEOs, founders, or if you're running a team, you start with an aspirational core purpose. So a lot of people confuse mission, vision, core purpose. Cameron Harrell says it very simply. He says, forget mission, forget vision. They all people toss around those words and people have different definitions. Focus on just one. Why do you do what you do? Call that your core purpose? That's your mission and your vision all bundled into one. I took this photo yesterday. You can see that a lot of people here wrote down, my vision is to increase the energy vibration. My vision is to help people who help people grow. My vision is to give my energy freely to those who need it. My vision is to love the people. My vision is to unify humanity by crossing cultural barriers. Fantastic. But if that is really your vision and that's really important to you, how are you going to execute on it? So our vision used to be fluffy. Our vision at Mindvalley. Our core purpose used to be to help spread enlightened ideas. Awesome. I could start a blog and start blogging and great, I'm spreading enlightened ideas. Big freaking deal. That was a mistake. I had that for about 10 years. And I wish a good mentor had sat me down and said, vishen, Vishen, you're going about this all wrong. And, like, shook me till I adopted okrs. We'll probably be double the size we are right now, but this is our core purpose right now to create the biggest rise in human consciousness our species has ever experienced by 2038, through the transformation of spirituality, politics, education, work, and parenting. Really specific from that. I know I have 20 years, so, phew, no pressure that we literally are talking about creating the biggest rise in human transformation. Right. Simply setting up a blog isn't going to do that. The biggest rise and that. We're looking at these five pillars, which means I got to start figuring out how to reform global politics, how to reform global spirituality, how to reform education and work and parenting, and start finding the right people and the right experts. But it's still only a core purpose. It doesn't tell me what I need to do today. So there's another step, and that second step is you break your core purpose down into aspirational objectives. Now, in the course of this presentation, I'm going to give you time to go deep and emerge with your core purpose. But before we get there, so I hope you guys have your journals. I want to break down the process for you so you See the next and next and next step. Okay, so you have this big core purpose. Now you break it down to aspirational objectives. Now, aspirational means to inspire people, to get people excited about their work. Here is how we break down our core purpose, which is this, into an aspirational objective. So I'm actually openly sharing mindvalley's business plan with you. Feel free to take what you want. Feel free to emulate it. Because, look, if we want to create the biggest rise in global consciousness, we need allies. You see anything here you like and you want to solve this for us, Go ahead, make it part of your company's mission, because we win together. Okay, so we break it down into five primary objectives. And the objectives are this. Number one, scale to a billion users. Thus far, there have been less than 10 companies in the world that have gotten a billion users. Facebook, Instagram, WhatsApp, all owned by Zuckerberg are three of those companies. YouTube is another one. We want to scale to a billion users. Number two, we want to create a platform to accelerate human transformation. Number three, we want to make organizations, which we define as schools and companies, into an oasis of wellness. Because today, work extracts from us. Work makes us sicker. We want to change that. We want to create a global tribe of change makers. By the way, that has to do with you. And fifth, we want to turn mindvalley into a lovemark. A lovemark is a particular type of brand that has such a resonance with its customers that people are tattooing it on their skin. So we're going to go deeper because these five things are aspirational. But again, they don't really tell you if you're on the right track. They don't really tell you what to do. Today, however, what they do is they help us break up our grand core purpose into five steps. Okay, so now we go deeper. You take those five objectives and you break it down into measurable key results. This is really the essence of okr. Core purpose leads to objective leads to key result. So let's look at scale to a billion people. That itself is too fluffy. But when we break it down into these five key results that we are aiming to hit by 2038, it now becomes crystal clear. We need a billion user accounts on the system. We need to reach 200 monthly active users in a given month. That's huge. LinkedIn has 140 million. We want to hit 200 million. We want to grow from 3 languages to 100 languages. We want to grow our reach from 5 million to 500 million. And we want to attain 50 million paying students annually who bring in 5 billion in revenue. So you see now it's super specific, it's bold, it's ambitious. We have no fucking idea how to get there. But that's the point. Your job isn't to look at where you are right now and then figure out, based on my knowledge, based on what I have right now, I should be here. That's a bullshit way of setting goals. Rather, you got to look at where you could be, set that as the goal and then trust that intuition that the right people, that the right opportunities come to you, that you're going to study, you're going to learn, you're going to develop the skills, the connections, you're going to work your freaking ass off, but you're going to get to that goal. You do not need to know the how. You simply at this point need to know the why and the what. The how is gonna come with the right okrs. So we have these five goals and we have some idea on how to get to 1 billion users. For example, we are launching an app platform that allows us to create world class apps in every category we want faster than the competition. So that's one of our hows. But ultimately the thing that pushes us forward is scaling to a billion users, being the same size as a company like YouTube or Facebook, but for transformation. Okay, now here's another example. Create a platform to accelerate human transformation. It's our primary objective, but it's fluffy until you break it down. And we break it down into these three things. So attain quest completion rates from 60% to 80%. Maintain an NPS of 70. Develop a data driven dynamic curriculum for upgrading the human experience. Now we break it down and we define this to our engineers. So as long as our engineers. So it may be unclear to you, but as long as our engineers know what we mean by data driven dynamic curriculum to upgrade the human experience, we can move in the right path. So you're going to go through the same process. You're going to start with a core purpose. You're going to break it down into five objectives. Primary objectives. You're going to further break it down into key results. Now let's look at number three. Make organizations an oasis of wellness. It sounds fluffy until you add the two key results. We want Mindvalley to be embedded in 100 national schooling systems. And number two, we want to be in every Fortune 500 company in the world. Okay, now what you do is as you break it down, you align this across all your teams. So you have your company wide okrs and that is what your leadership team, what your founding team is obsessed with. But you break it down into individual teams. So mindvalley's okrs give a direction to everybody in our core team. But we take those five elements and we break them down further for individual teams. So for example, create a global tribe of change makers. That particular okr, which is OKR number four, which is really the act of creating change makers here through events like Mindvalley, University City Campus and Aphasia. We take that and we break that down further and we have a team that's dedicated directly to that, our Global Campus division. So they have their OKRs and I'll show you what those look like. So create a global tribe of change makers is broken down into these four steps. So what it means is connect 300,000 students globally. This includes, these are people like you retain 99% of our members each year by making the Mindvalley community an essential part of lives, turn members into change makers. You can see that we haven't figured out how to measure that yet. So we put measurable to be set. Develop a MindValley campus in 10,000 cities with 120,000 events annually, including talks, meetups and masterminds. That's coming. MindValley is going to be in 10,000 different cities. Good news is when you hop in that plane and fly back, know that within a few years there will be Mindvalley meetups in your hometown and we're going to be working with you to bring it there. So these become four really powerful key results that the global campus team is working on now. How does that now translate to someone's day to day responsibility? So we take the global campus team, which is a merger of actually four different teams. Let's look at Miriam's role. Right, so you have the global campus division. Now that is broken into authors, campus events, membership, with a leader in charge of each, Miriam Cardi, Laura Agatha. And now you look at authors and that's further broken down into Miriam's okrs. So you see you don't have one set of okrs for the company. You have company wide. This breaks down into teams and this breaks down into an individual okr. So for authors it looks like this. Now you can see how it's becoming day to day. The 20 year goal is broken down into a one year goal. Key results for 1-1-2020. And that's broken down into key results for 1-1-2019, which is what Miriam has to execute in the next 60 days. So you can see she has to sign 10 new quest authors. Super measurable, super specific. She has to move mindvalley into two new mega niches. One will be parenting. We've already decided we have to get 25 authors on our podcast, 24 authors filmed for mentorship. And for 2019 she knows she has to complete a parenting deal and bring on seven new podcast authors. It's super, super super specific. Imagine if everybody in your company had this level of clarity. Now you get to focus like a laser on what truly matters, knowing that what you're focused on moves upwards to a team okr, moves upwards to a company OKR and directly contributes to your core purpose. Thank you for watching. Don't forget to hit the subscribe button and welcome. One more tip. I do a lot of writing. Follow me on Instagram at Vision to get tons of new insights directly on Instagram.