SCOTT DUFFY
FOREWORD BY DAVID MELTZER, CEO OF SPORTS 1 MARKETINGAn idea can come from anywhere: families, colleagues, friends, or a sign on the side of the road. Entrepreneurs live for that breakthrough moment where you find the missing piece that elevates an idea from “good” to “great.” Scott’s book breaks down what it means to not just find but create the opportunities to catapult your success.
—Jeffrey Hayzlett, Primetime TV & Radio Host, Speaker, Author, and Part-Time Cowboy
This book isn’t just about getting started. It’s about building the foundation for a great company and living the life of your dreams.
—Brian Smith, Founder of UggReal life principles that actually work.
—Frank Shankwitz, Creator and Cofounder of the Make-A-Wish Foundation
Scott Duffy demonstrates that it doesn’t matter how big your dream. If you apply the lessons in Breakthrough, you can go from underdog to leader of the pack.
—Rudy Ruettiger, Notre Dame Football Player & Inspiration for the Movie Rudy
I’m an avid reader of business books and am so thrilled that someone finally wrote this book, which covers business and the (more important) personal side of entrepreneurship. Learning from a seasoned entrepreneur (rather than a professor) makes all the difference. Scott’s been in the trenches, and that makes this book a must-read for all entrepreneurs!
—Kalika Yap, President of Entrepreneur Organization Los Angeles and CEO of Citrus StudiosBreakthrough is a must-read for anyone who wants to achieve more in their life. It’s a perfect roadmap for you both personally and professionally.
—Randy Garn, The New yoRk Times Bestselling Author
The perfect solution for anyone who has ever asked, “How do I succeed in business?”
—Greg Reid, Bestselling Author, Speaker, and Filmmaker
Scott Duffy is a natural storyteller. His entertaining style of delivering a message ignites the “aha” moments needed to break through to the next level.
—Alan Taylor, TV and Radio Host at Entrepreneur Media
Scott’s ability to connect with his audience is unparalleled. His passion for life and to help others is infectious. In Breakthrough, he shares how to harness your passion to create the life of your dreams.
—Jason Reid, Co-CEO of the National Services Group
In Breakthrough, Scott shares how to combine the right mindset, the right team, and the right resources to create the business of your dreams.
—Myles Kovacs, Cofounder of duB Magazine
Scott Duffy’s insights, hard-hitting stories, and power-packed strategies make Breakthrough worth every penny. If you feel like you’re running in circles with your business and running out of ideas to propel you forward, buy this book!
—Kedma
Ough, Innovation Director SBDC and Author of TaRgeT FuNdiNgScott is one of the most positive, dynamic, and creative people I have had the good fortune to know. No one is better at helping entrepreneurs achieve breakthroughs—both personally and professionally—than Scott Duffy!
—Doug Brignole, Mr. Universe and Mr. America Winner, Author, Speaker, and Entrepreneur
It’s not just about starting strong; it’s about finishing even stronger. Scott Duffy shares how to Breakthrough at every stage in your business and build winning companies!
—Jennifer Rulon, MS, Owner and USA Triathlon Level I Coach at jenrulon.com
Taking your business to the next level requires a whole new set of skills. If you have plateaued and you’re ready to crush it, Scott Duffy’s new book Breakthrough will show you exactly what you need to reach that level, scale any new venture, and keep climbing.
—Summer Felix-Mulder, Cofounder of The Draw Shop
ix contents foreword by david meltzer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xv i n t r o d u c t i o n “brace!” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xix Post Launch! xxii “Aha” Moments: Five-Year-Old Fridays and the Power of Asking Why ............................... xxv How I Turned the Worst Day Into the Best Day of My Life .... xxx breakthrough one Unlocking Your Idea c h ap t e r o n e so what’s your big idea? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
x breakthrough • contents The Secret to Turning Your Dreams into Reality .............. 4 Passion 10 Sometimes There’s Oil Right Under Your Feet .............. 11 Are You Sitting on Top of a Billion-Dollar Idea? ............. 15 How to Harness the Power of the Entrepreneur Economy ..... 18 Small Is the New Big: Why Crushing Big Companies Has Never Been Easier ................... 19 Five Steps to Bring Your Idea to Light ..................... 22 Learn to Let Go 23 c h a p t e r t w o what you need to know when getting started . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 The Sure Thing ....................................... 28 The Fastest Way to Lose Your First Million (or Keep It) ...... 31 All for One and One for All: Entrepreneurs and Relationships .. 38 How Do You Juggle All Your Priorities as an Entrepreneur?: Super Balls and Glass Balls 44 10,000 Reasons You Will Succeed ......................... 47 The Power of Visualization: What I Learned from the World’s Greatest Snowboarder .................. 51 Dreaming Big: The True Story of Rudy, Football’s Biggest (and Smallest) Underdog ......................... 54 c h a p t e r t h r e e the most important decision you will ever make: who is your tribe? . . . . . . . . . . . . . . . . . . . . . . . . 57 Crabs in a Bucket: Maybe It’s Time to Change the Circle of People Around You ........................ 58 Your Fab Five ......................................... 59 Personal Branding 101: What Do Those Note Cards Say About You? ............................ 63 breakthrough two Assembling Your Resources c h a p t e r f o u r business planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71
breakthrough xi • contents Goals and How to Achieve Them: Building Biceps and Businesses 73 Let the Numbers Tell Your Business Story: Start with the Last Page First ........................... 77 The One-Page Plan ..................................... 80 Why You Need an Exit Strategy in Place from Day One ...... 81 Not Every Problem Is Meant to Be Solved .................. 83 c h a p t e r f i v e securing your crew . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87 Know Your Strengths (and Theirs): How Having the Right People Can Make a Difference ..................... 88 Identify Your Entrepreneurial Kryptonite ................... 91 Your Role as the Entrepreneur CEO ....................... 94 Talent Assessment Matters .............................. 101 The Perfect Partner? ................................... 106 Outsourcing 101: This Is What You Asked For! 110 c h a p t e r s i x unlocking creativity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115 Culture Is King ....................................... 116 Innovation, Creativity, and Building a Killer Culture ......... 118 What I Learned from Chase Jarvis on Harnessing Your Team’s Creativity ............................... 122 Creating Your Own Work-Life Balance 125 How to Have a Killer Culture ........................... 130 Creative Accountability: Finally, an Award for Screwing Up ..................................... 132 c h a p t e r s e v e n raising capital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135 Bootstrapping 101 ..................................... 135 Where Will the Money Come From? ..................... 141 The “Big Meeting” Mentality: Winning Over Investors ....... 143 How to Keep Your Deal Moving Forward ................. 145 The Callback: The Art of Turning Interest Into Capital 151
xii breakthrough • contents Tricks of the Trade: What You Need to Consider When Striking a Deal 152 breakthrough three Taking Your Idea to Market c h a p t e r e i g h t getting in the game . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159 Find a Way to Simple First 160 The Power of Doing One Thing ........................ 164 Riches in Niches: How to Grow Further and Faster With Far Less Capital ....................... 169 Those Girls Don’t Surf!: Authenticity Is Everything ......... 172 Lessons From Buck’s Pancake House: Building a Business Is Like Following a Recipe ..................... 174 c h a p t e r n i n e speaking to your customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 177 Crickets: How to Leverage Partnerships to Grow and Scale Your Business ......................... 178 How to Build a Business Empire One Bottle of Wax at a Time .................................... 182 Let Social Media Be Your Sales Force .................... 183 Your Buyer Blueprint .................................. 188 breakthrough four Growing and Scaling for the Long Term c h a p t e r t e n the entrepreneur’s road map for lifelong success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193 Training with Navy SEALs ............................. 194 Three Reasons Why Companies Fail 196 Biggest Mistakes Companies Make When Scaling Their Business .......................... 198 Being Brave: Thinking Out of the Box .................... 200 5X Your Company’s Valuation .......................... 201
breakthrough xiii • contents Turn Expenses Into Profits ............................. 203 Create Bolt-On Businesses (BOBs) 204 Become a Brand Ambassador, Social Influencer, and/or Contributor .................................. 206 Pace Yourself: Growth Kills Cash ........................ 208 Not Connecting With the Market? Find Your Core Message .. 211 c h a p t e r e l e v e n what to do when things go sideways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 215 Panic Faster: Before It’s Too Late ........................ 215 17 Days, the Value of a Mentor, and the Importance of Being Brutally Honest .............................. 219 We’re Out of Toilet Paper: Why You Should Never Quit .... 222 Staying Calm During Chaos: Learning How to Crash ....... 226 e p i l o g u e final thoughts: fill your cup first . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231 a p p e n d i x your business breakthrough checklist . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 235 Directions ........................................... 235 1. Get Your Personal House in Order ..................... 236 2. Create Your Plan 236 3. Build Your Team ................................... 237 4. Accumulate Your Resources/Raise Capital ............... 238 5. Leverage Technology ................................ 238 6. Create Your Product or Service—Go to Market .......... 238 7. Partnerships/Distribution ............................. 239 8. Marketing, Advertising, and Public Relations ............. 239 9. Sell! Sell! Sell! 240 10. Accelerate Your Growth and Scale .................... 240 Last But Not Least . . . ................................. 241 acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 243 about the author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 245 index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 247
foreword by david meltzer
Scott Duffy and I live on the same vibration. We’ve worked on all sorts of projects together and have shared so many friends, associates, and business partners that it’s unreal. Sports 1 Marketing is well represented in that shared history, as well as my media company, S1Media House, with various podcasts, and shows like Elevator Pitch and Business and Burgers. Our vibration is attracting more and more like-minded people to make a lot of money, help a lot of people, and have a lot of fun. I’d like to think that we both exercise a consistent and persistent pursuit of our chosen passions, which for Scott, is helping people to live their dreams.
Knowing Scott all these years has given me a unique insight into who he is. Scott has had the opportunity to work with big personal brands like Tony Robbins and Richard Branson, and he was there when early-stage
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companies like CBS Sportsline, NBC Internet, and FoxSports.com became big media brands. But I can tell you that beyond the resume, as a person and as a personality, Scott is the guy who loves a good moment. You know the kind of moment I mean? The kind that takes your breath away. That kind that opens doors to something amazing, something new. When Scott is rocking it as a keynote speaker, interviewing someone for a television or radio program, or working it on the red carpet to amp up a moment, he really makes it giant-sized and larger than life. He knows that this may very well be that person’s one chance at being seen or heard and by elevating others, he elevates himself, because he knows that chance may not come again.
Scott is the Sherpa. He’s the guy who helps people find their way in those moments. He helps them recognize the power they hold in their hands to get their message out into the universe. He helps them find their frequency, share their vibration, and attract and empower more people to be happy. In Breakthrough, Scott puts us in the room with entrepreneurs and business owners as they experience those moments (he calls them “aha” moments) and use them to forge new paths for their businesses.
You’ll see as you read that these breakthroughs are the result of taking those “aha” experiences and instilling them into actionable plans. Scott is a born storyteller, so you’ll see he’s not only given you some really solid directives on how you, too, can achieve business breakthroughs, but he also takes you on a fun and exciting journey. He has done the work, experienced the highs and lows of starting and running a business, and now he shares that lived experience with you.
Something I talk a lot about (and you can read about in my blog) is the spirit of excellence. It’s a mindset, a concept made popular by one of my mentors, the extraordinary Napoleon Hill. Hill utilizes what is called the QQMA formula in his everyday life that pushed him to go to the extra mile in an endeavor. The QQMA stands for The Quality of service you render, the Quantity of people you serve, plus the Mental Attitude and enthusiasm you put behind the pursuit of your potential. This spirit of excellence, the QQMA formula, applies to so much in each of our lives, and you’ll see it in the people you read about in
foreword • by david meltzer
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Breakthrough. Personally, I strive for a consistent, persistent enjoyment of the pursuit of my potential, and I try to infuse the spirit of excellence into everything I do. Of course, I don’t always achieve it, but I always strive for it. It’s so important that you enjoy the journey in pursuing and instilling the spirit of excellence consistently every single day. That’s what I think about when I read Scott’s words. Not only do we need to recognize the “aha” moments in life, but we also need to combine them with that spirit of excellence to truly reach a breakthrough. If we do that, our potential is endless.
—David Meltzer, CEO of Sports 1 Marketing, award-winning humanitarian, international public speaker, and bestselling author foreword
• by david
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