WHAT I LEARNED WHEN I READ THE BOOK TRACTION (EOS)
Here’s what I picked up from reading Traction (EOS).
Recently, I was helping a big-money company with their marketing plan. Yes, we do that too—pretty wild, huh?
So, we set up a meeting with the sales and operations team to start our partnership and make sure we were all on the same page.
While discussing what they were currently doing, we figured out about 23 new things they could start doing or improve. These changes could make them super successful in their efforts.
After the meeting, the company owner approached me and said, “Dan, I really like what you’re doing—leveling the playing field for smaller businesses by assisting them in various ways, just like the big guys. If you’re interested, I’d be happy to share some advice with you.”
If you know me, I’m always open to advice. Whether I follow it or not is another thing, but I enjoy hearing what others have to say. That’s when he hit me with this bombshell: “Dan, you should read the book Traction! It transformed how I did business, and I think it can do the same for you.”
Traction? I never heard of it.
But you know what? I’m a good listener. When someone gives me advice, I like to check it out. And you know what? This advice wasn’t just good; it was fantastic!
I got the audiobook and dug into it right away. I finished it in a few days, squeezing it into my No Extra Time routine (I should write about that!). After finishing, I made a plan to apply the teachings to my business.
The following week, I headed to San Diego for an event and, of course, some family beach time.
During my free time that week, I began shaping our vision. You can check out the details in my articles about it.
I won’t go into all that here.
What I want to share is how following the book’s advice led to a mental breakthrough for me. No breakdowns, just a good laugh!
We’ve been trying to tell everyone about our DOT Docs software, but we haven’t gained as much interest as we hoped, especially in getting new clients to sign up for the DIY option.
Honestly, before I read that book, we had zero success in spreading the word. People were buzzing about our ready-made DOT compliance service like it was a great deal at a winter cattle auction, but that’s not what we really wanted to emphasize.
Also, some of the things we were focusing on didn’t help us spread the word about DOT Docs. Honestly, they were actually hurting our efforts to share this amazing tool with the world so that everyone could use it.
The main issue in business today is thinking that if we create something, people will automatically be interested. That’s not true! If we build something and nobody knows about it, if we don’t encourage others to spread the word, and if we don’t promote it a lot, then no one will even know it exists!
You can really trust that statement!
After reading a few chapters of the book, I asked Jenna and my entire team to make me a promise.
Are you ready for this wild promise?
I made them promise that every time I suggested a new idea for the business, it was their job to ask me one question.
“Will this help spread the word about DOT Docs?”
If the answer is no, we jot down the idea and set it aside for now.
This year is all about making sure everyone knows we have a fantastic DOT solution for every kind and size of company using trucks or vehicles in their business.
We’re putting extra effort into this focus this year, and later on, we’ll broaden our brand and services to help others achieve the same success we’re experiencing.
All of this happened in the initial four chapters of the book. Do you understand why I’m saying that if you’re in business, you should get the book “Traction”?
Another thing I want to share is how it altered our company’s mission. I hadn’t looked at our mission statement since before we created DOT Docs.
Eclipse DOT used to have a mission: “To Take the Complexity Out of Compliance!!”
Though it’s a strong mission, in the end, it was restricting where we wanted to go and what we wanted to do as a company.
After reviewing this, we changed DOT Docs’ mission to exactly that: to take the complexity out of compliance. That’s why we call it the “Turbo Tax” of the DOT world.
Eclipse DOT has a new mission to serve our current and future clients even better. It is “to give companies the tools they need to grow and scale efficiently!”
Our new aim as a company is to assist our clients in various ways.
Whether you’re a $20 million company aiming to grow to $50 million, we can help.
Or if you’re currently making $500K and want to scale up to reach your first 7-figure year, we can help there too!
The main lesson from the book Traction that really hit me is that I should stop running after exciting but distracting things, which many entrepreneurs tend to do. Instead, I need to identify the one thing that will push our business ahead, put all my attention on it, and keep making progress until it’s moving forward smoothly on its own.
If you’re curious about how we expand our business and make the most of this opportunity, keep watching us and taking notes on what we do and how we do it. I can assure you that someday people will be talking about how we did it.
Maybe there’ll even be a movie about it, and for sure, people will write books about our success.
I am excited to help you and your company take bigger steps toward ultimate success!!!
Dan Greer
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