A deep dive between host Frank Kern and marketing strategist Dean Jackson. They discuss the psychological and operational shifts required to scale a business from seven figures to the next level by focusing on "Who" rather than "How"
The Core Philosophy: "How" vs. "Who"
When entrepreneurs look to reach their next million, they often hit a "ceiling of complexity".
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The "How" Path: This involves the entrepreneur trying to learn and execute every new task themselves (e.g., learning Facebook ads, writing copy, building funnels). Jackson describes this as writing a "blank check" with your time—a non-replenishable resource.
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The "Who" Path: This involves finding a person who already knows "how" to do the task. By hiring the right "Who," the entrepreneur pays with money—a replenishable and multipliable resource—to protect their time.
The "Self-Milking Cow" Analogy
Jackson introduces the concept of the Self-Milking Cow to illustrate the entrepreneur’s true value:
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The Cow's Role: In a dairy operation, the cow’s only unique job is to produce milk. It does not pasteurize, package, or market the milk.
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The Entrepreneur's "Milk": In business, your "milk" is your core ideas, intellectual property, and strategy.
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The Dilemma: Many entrepreneurs spend their time acting as the processor and delivery driver rather than focusing on producing more "milk".
Case Study: The "Moo Method"
Dean Jackson explains his Moo Method (Multiplied Oral Output) used for his podcast and email marketing:
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The Input: Dean simply records himself talking (the fastest way to get ideas out of the brain).
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The Team: A team of "Whos" takes that raw audio and handles everything else: transcription, editing, distribution, and even turning it into books and email series.
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The Result: By only doing what "the cow" can do (talking), Dean generated over $1 million in revenue from his content in a single year while spending minimal time on technical execution.
Key Takeaways for Scaling
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Focus on Multiplication: Business is not about selling products; it is about multiplying capital through leveraged assets.
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Embrace Your "Bovinity": Focus on producing the highest-quality ideas and let a system of "Whos" handle the rest.
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Recurring vs. Promotion: Aim to build models where customers recur (like Paul Mitchell or Patron Tequila) rather than one-off promotions that require constant starting over.
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