13 Forward Thinking Insights from my conversation with Perry Marshall, Best Selling Author and Consultant.

1. How to Get 80-20 to Work for
You
By billfox.co

2. WELCOME
Welcome and thanks for joining us here. I’m Bill Fox, Co-
founder of Forward-Thinking Workplaces 2.0.
Exploring Forward-Thinking Workplaces is an ongoing
global and workplace conversation with top leaders and
executives.
What you’ll discover here is a new type of conversation
for the 21st Century where we create the conditions for
activating new possibilities and uncovering our shared
wisdom.
In this presentation, we’ve carefully selected the most
intriguing insights from our interview with Perry Marshall,
World Renowned Consultant and Bestselling Author.
I invite you to get touch with any questions or comments.
You can reach me at bill@billfox.co or by using the link in
the feedback form at the end of the presentation.
To your great work life & success!
Bill Fox, Co-Founder
By billfox.co

3. What is Exploring
Forward-Thinking
Workplaces™?
Exploring Forward-Thinking
Workplaces™ is a global and
workplace conversation for the
21st Century where we are
distinguishing the forward-
thinking mindset and workplace
to help create a radically better
workplace and world.
By billfox.co

4. Meet Perry Marshall
You might find it interesting to know: I’ve been
a customer and follower of Perry Marshall for
over ten years. He is a bestselling author and
one of the most widely respected and sought-
after consultants in the world.
Recently Perry made known his interest in
having bigger conversations and using
marketing to help change the world. This
clearly aligned with our intention for our work
and resulted in this interview and presentation.
I know you will enjoy and benefit from the
insights Perry shared with us. Don’t miss
reading the full interview at How to Get 80/20
to Work for YOU.
To your great work & success!
— Bill Fox, Co-founder
By billfox.co

5. 13 Forward-Thinking Insights
1. BE VERY SELECTIVE ABOUT WHO YOU HIRE
2. DO AN AUDITION, NOT AN INTERVIEW
3. HELP PEOPLE LEARN HOW THEY BEST ENLIST OTHER PEOPLE’S COOPERATION
4. DEEP DOWN MOST PEOPLE WANT TO LIVE THE HERO’S JOURNEY
5. WHAT DO WE NEED TO SUBTRACT?
6. HOW ARE WE DOING?
7. WHAT IS THE HIGHEST & BEST GOOD THAT YOU CAN AIM FOR?
8. FIGURE OUT THE TOP 1% OR 5% ACTIVITY THAT YOU COULD POSSIBLY BE DOING
9. 80/20 IS NOT JUST A BUSINESS RULE OF THUMB
10. IF YOU HAD PREDICTIVE THEORY OF EVERYTHING, YOU’D NEVER FAIL — THINKING BACKWARDS
11. START LOOKING AT THINGS FROM DIFFERENT ANGLES
12. DO THE THING THAT POLARIZES EVERYONE
13. ALL GREAT LEADERS RACK THE SHOTGUN
By billfox.co

6. Question 1: How can we
create workplaces where
every voice matters,
everyone thrives & finds
meaning, and change &
innovation happen naturally?
By billfox.co

7. FORWARD-THINKING INSIGHT #1
BE VERY SELECTIVE
ABOUT WHO YOU
HIRE
You do that by being very selective
about who you hire. You do that by
being willing to fire people that
don’t match. I think that people
have this idea that it’s their job to
give everybody else a job and that
is not true. That’s Marxism. It
doesn’t work. It’s catastrophic.
You should hire slow and fire fast.
By billfox.co

8. FORWARD-THINKING INSIGHT #2
DO AN AUDITION,
NOT AN INTERVIEW
When you hire people, it should not
be an interview. It should be an
audition. People can say anything
they want. A lot of times it’s not true.
Sometimes because they’re lying.
More often it’s not true because they
don’t understand themselves, or they
don’t know what they’re capable of.
Sometimes they’re nervous, or
they’re just trying to find a job, or
they’re just trying to say what the
interviewer thinks they want to hear.
By billfox.co

9. Question 2: What does it
take to get an employee’s full
attention and best
performance?
By billfox.co

10. FORWARD-THINKING INSIGHT #3
HELP PEOPLE
LEARN HOW THEY
BEST ENLIST
OTHER PEOPLE’S
COOPERATION
But there wasn’t a tool that said this is how people enlist other
people’s cooperation. Some people do it with numbers, facts,
proof, and spreadsheets. Some people do it by telling stories.
Some people do it with graphics. Some people do it by inventing
something in the moment. Some people do it by proving how
incredibly reliable and trustworthy something is. So, I created
something called the Marketing DNA test. It actually comes as
part of the 80/20 Sales and Marketing book, and we also sell it
separately. Now I’m talking this test is particularly helpful in
customer-facing employees. If they’re an engineer working in
the back office, then this particular tool doesn’t really apply.
Well, it doesn’t appear to apply, let’s put it that way.
By billfox.co

11. Question 3: What do people
really lack and long for at
work?
By billfox.co

12. FORWARD-THINKING INSIGHT #4
DEEP DOWN MOST
PEOPLE WANT TO
LIVE THE HERO’S
JOURNEY
There's just this kind of pervasive attitude in our society
that life is sort of meaningless. Life only has the
meaning that you assign to it and that we're just billiard
balls banging around in the universe. Allegedly,
supposedly, that's the scientific view. Well, I would
submit to you in practice that nobody actually believes
that. Nobody acts like they believe that. Perfectly logical
rational people who say they believe that will line up
around the block with movie tickets to go watch Star
Wars, which is an epic story. The reason Star Wars is so
popular for so many years is it's a very well told Hero's
Journey epic story. What people long for and are also
terrified of is living the Hero's Journey.
By billfox.co

13. Question 4: What is the
most important question
leaders or managers should
be asking employees?
By billfox.co

14. FORWARD-THINKING INSIGHT #5
WHAT DO WE NEED
TO SUBTRACT?
One of the most valuable
questions you could ever ask is:
what do we need to subtract? It's
really easy to add and
sometimes easy to multiple. The
really hard stuff in business is
division and subtraction. This is
part of 80/20.
By billfox.co

15. Question 5: What is the
most important question
employees should be asking
management?
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16. FORWARD-THINKING INSIGHT #6
HOW ARE WE DOING?
I think employees need to know what's the scorecard.
How are we doing? Employees really respond when
they know. We have a meeting every week where the
key employees of the company review all of the
product lines we're selling, all of the sales numbers,
all of our sales projections — everything.
By billfox.co

17. Question 6: What’s the most
important question we can
ask ourselves?
By billfox.co

18. FORWARD-THINKING INSIGHT #7
WHAT IS THE HIGHEST & BEST
GOOD THAT YOU CAN AIM FOR?
What is the absolute best thing that you could and should
pursue?
1. What's the highest and best product that we could put out?
2. What's the highest and best employee that we could
recruit?
3. What's the highest and best customer that we could bring
on board?
By billfox.co

19. FORWARD-THINKING INSIGHT #8
FIGURE OUT THE
TOP 1% OR 5%
ACTIVITY THAT YOU
COULD POSSIBLY
BE DOING
I think most of us get caught up in what I call barnacles,
which is work that doesn't really achieve much. It just
happens to be comfortable and easy to react to. I can sit
there and hit refresh on my email inbox 57 times a day. I
could go check social media. I could go answer this email
from this person, but am I really doing the highest and best
thing that I could be doing at this moment? I like to say the
reason that you're checking your email and social media
right now is you don't know what to do. You haven't figured
out what the highest top 1% or 5% activity is that you could
possibly be doing.
By billfox.co

20. Question 7: What is the
number one take away you'd
like people to get from your
book 80/20 Sales and
Marketing?
By billfox.co

21. FORWARD-THINKING INSIGHT #9
80/20 IS NOT JUST
A BUSINESS RULE
OF THUMB
It’s a fundamental law of cause and effect
like gravity and is absolutely everywhere. I
want people to look out the window — any
window, anywhere. I want to be able to say,
“Tell me ten 80/20 relationships you see
outside that window?” and they would be
able to just rattle them off. When you can
see that, you all of a sudden have this new
dimension of problem-solving ability that
you didn't have before. You have an ability
to ask questions that most people would
never think to ask.
By billfox.co

22. Question 8: You say in your
book that the primary skill
that you master in marketing
is thinking backwards. Why
is thinking backwards so
important?
By billfox.co

23. FORWARD-THINKING INSIGHT #10
IF YOU HAD
PREDICTIVE
THEORY OF
EVERYTHING, YOU’D
NEVER FAIL —
THINKING
BACKWARDS
It goes to Stephen Covey's begin with the end in mind. It speaks to the
fact that human beings are intrinsically purposeful creatures. I'm an
engineer. In engineering one of the major, major skills that you acquire
is I want to know in advance how well the bridge is going to work
before I build the bridge and before I drive cars on it. If you had a
predictive theory of everything, you would never fail. So that's thinking
backwards.
By billfox.co

24. FORWARD-THINKING INSIGHT #11
LOOK AT THINGS
FROM DIFFERENT
ANGLES
I remember when I was a brand-new marketer,
it really made my brain hurt to imagine I'm not
the sales guy, I'm the customer, and I'm not
writing this thing. I’m reading it on somebody
else’s computer screen. What do I think about
that? How do I feel about that? What is my
bleeding neck? What are my issues? What
problems do I want to solve? Why am I
kicking my cat when I go home? It hurt my
brain. It was like twisting myself around 180
degrees, and I'm looking at a different
computer screen the opposite direction.
By billfox.co

25. Question 9: A key principle
you talk about in your book
is "Rack the shotgun." What
does that mean?
By billfox.co

26. FORWARD-THINKING INSIGHT #12
DO THE THING THAT POLARIZES
EVERYONE
Really quickly, the rack the shotgun story is the signature story of the whole book. John Paul Mendocha is a good friend of mine,
and he hitched hike from Denver to Las Vegas when he was 17. He dropped out of high school and became a professional
gambler in Las Vegas. He's living by his wits and after a few weeks, he's like this is harder than I thought it was going to be! He
meets this guy in a bookstore who runs a gambling ring, and his name is Rob. John asks, “Rob, do you think you could help me do
a better job playing poker?” Rob says,“For a percentage of your winnings I can help you play better poker,” and so they shook
hands on it.
When they were down shaking on it Rob says, “Jump in the Jeep, John. We're going for a ride.” They're in the jeep and they're
going down the highway. John says, “Alright Rob, how do I win more poker games?” And Rob goes, "You have to play people who
are going to lose, and those people are called marks.” And John says, "Where do I find marks?" He says, "Here I'll show you."
He pulls into the parking lot of a strip club, and he takes John into the club. There are women dancing. There's booze, bikers and
loud music and everything. A lot of distractions. Rob always carried a sawed-off shotgun with him everywhere he went. They sat
down at a table and Rob pulls a sawed-off shotgun out of his jacket. He opens it up under the table and slams it shut. It goes
“click-click” with that racking noise, which is called racking the shotgun. There are a few people in that loud noisy club that turn
around, “Like, hey! Who did that? Where did that sound come from?”
By billfox.co

27. FORWARD-THINKING INSIGHT #13
ALL GREAT
LEADERS RACK THE
SHOTGUN
All great leaders rack the shotgun — courageously. Even
bad leaders do it, but leaders do it. Trump racks the
shotgun all the time. Hillary racked the shotgun all the
time. Gandhi. Jesus. All of them. People are afraid to do it
because it creates who are your friends, and who are your
enemies. It wears you out a little bit. It gets tiresome. I
know. I get it. It's what you have to do. Everything you do
in marketing is racking the shotgun. Everything you do in
leadership is racking the shotgun, so people are afraid to
do it. If you're hiring process is an audition instead of an
interview, then that's a rack the shotgun exercise. Ok, who
can put those screw assemblies together in 15 seconds
or less? And who can't? Who can do 600 keystrokes per
minute on the adding machine and who can't? That's the
essence of it. It takes courage. It takes balls, and you just
have to do it.
By billfox.co

28. WHAT DID YOU FIND MOST INTRIGUING?
What did you find most intriguing in this interview
with Perry Marshall?
Please click the link below to let us know. You’ll be
taken to a form with three quick questions.
CLICK HERE TO LET US KNOW WHAT’S MOST INTRIGUING
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29. JOIN THE EXPLORATION
forwardthinkingworkplaces.com
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