Revealing SURREAL’s ONE Sales Special Effect Secret No Ones Ever Told You Before (...LIFE CHANGING)

Ayyy opp shaggers,

Hope you’ve had a stupendously wonderful week?

Jumping straight in.

1. Matthew Mcconaughey’s Two Barbells to Win in Life and Brand Building

2. Founders Please STOP Measure-bating you Type A Tw*t

3. Behavioural Science: Context, Anchoring + Framing and Why Don’t We Eat Gold Fish

4. Revealing SURREAL’s ONE Sales Secret & Special Effect (No Wonder

5. Why David Lloyd is the Greatest Business + Co-working space of All Time

1. Matthew Mcconaughey Two Barbells

Chris Williams’ podcast with Matthew McHononhay is an absolute CERTY BELTAAAAAAA boiiii-sheeeee

My obsession of late is Nassim Taleb’s Barbell strategy.

Barbell Strategy = Anti-Fragility.

What tha fokin’ fok’ is a fokin’ barbell strategy our kidda?

The barbell strategy is an investment concept that suggests that the best way to strike a balance between reward and risk is to invest in the two extremes of high-risk and no-risk assets while avoiding middle-of-the-road choices.

Barbell Strategies is holding two totally opposing beliefs at the same time = Anti-Fragile

Barbell strategies apply to life and brand building.

Matthew Mcconaughey Barbell Strategy One:

On the poddy, Matt says: “Trying to live with less gravity and more back bone is a salty task”

Less Gravity - don’t take it so seriously

More Backbone - take it fucking seriously

A salty task - it’s hard to adopt a barbell strategy.

Matthew Mcconaughey Barbell Two:

In his wallet, Mcconaughey has two notes

1. “You’re going to die Mcconaughey no one cares”

2. “Whatever you say will be remembered forever Mcconaughey”

No one cares, so don’t be scared.

“You’re going to die Mcconaughey no one cares”

Everyone cares, so give a damn, so be prepared

“Whatever you say will be remembered forever McHohonay”

Take things very seriously.
Don’t take them seriously at all.

Other brand building barbells:

Speed <> Direction
Focus <> New Opportunities
Calm <> Aggression
Intuition <> Data.
Intense Action <> Intense reflection

In the words of Aristotle, “we’re hunting for the Golden Mean”.

The golden mean is no mean feat.
It’s a salty task.

Recently I’ve been taking things too seriously.

Maybe I’m turning into a putridly insufferable Clapham fitness influencer who posts their life on STRAVA avec pallid addiction to Gail’s pastries?

Worrying-Washing-Machine rushing through my mind.
Worrying about next year. Worrying.
Worrying.
Worrying.

I need to balance my barbell with less worry and more fun.

Another Mcconaughey quote: I am very serious about having a sense of humour.

This weekend, I’ll do absolutely FUCK ALL and get nice and shit-faced all weekend.

STOP Measurebating - Just Swim

Another lesson

Mcconaughey is in Italy over a long slow Summer. He meets an old lady. She’s happy as Larry.

The old lady says “Everyday. I swim”

Mcconaughey says “How far?”

“How far?” is the biggest issue for Type A Tw*ts people love to measure everything (yup, everyone reading this, including me)

We measure our self-worth on our LinkedIn.
We measure our self-worth hitting our KPIs.
We measure our self-worth on how far we’ve run on STRAVA
We measure our how decimating a pack of choccy biccies has ruined my sleep using Whoop

Measuring is important, don’t get more wrong.
But, we’re infected with a pernicious disease: MEASURbation.

Masturbating over measuring.
Maybe we stop measuring everything.

Like the old lady. Just swim.

Do you eat Gold Fish: The power of context + framing + anchoring

Saw this post on Insta

Do you eat Gold Fish?

You’ll eat Mackerel.
You’ll eat SeaBass
You’ll eat Salmon
You’ll eat Tuna.
But GoldFish?

Absolutely not.
Why?

Context and framing: eating Gold Fish is disgusting because they’re pets.

Context, Anchoring and Framing are Sales Special Effect Superpowers

Another example.

Rolls Royce is incredibly expensive whip.

Context: Rolls Royce purposefully exhibit at Super Yacht Trade shows.

Anchoring: a £200 bag Rolls Royce looks cheap next to a 20 million pound super yacht

Context, Anchoring and Framing are Sales Special Effect Superpowers

Last year, I was hunting for a co-working spot in London or Surrey.

A WeWork sorta jobby.

Co-working was expensive like £300 - £500 quid for a shitty desk.

That all changed when I stumbled across David Lloyd.

Now, David Lloyd as a gym membership is fucking expensive compared to PureGym.

David Lloyd = £220 a month
PureGym = £30 a month

You wid me?
Kapeeche?

However, let’s unleash the Context, Anchoring and Framing Sales Special Effect Superpowers

1. Let’s reframe David Lloyd from Gym to co-working space

2. Let’s change the context of comparing David Lloyd vs. PureGym to David Lloyd vs. co-working space

3. Let’s anchor David Lloyd £220 a month vs. WeWork £550 a month

Suddenly, the sales pitch changes.

Welcome to our co-working space, we’ve got a huge gym, sauna, swimming pool, steam room spa, jacuzzi, cold plunge.

Oh! and we’ve got a bar with Guinness on draft.
Oh! and we’re half the price of WeWork.

Context, Anchoring and Framing Sales Special Effect Superpowers

SURREAL have done a SURREALLY great job of using Context, Anchoring and Framing to get more people to buy their SURREAL.

SURREAL next to CocoPops looks abhorrently expensive.

Change the context: SURREAL vs Protein Bar.

Change the anchoring: SURREAL vs. Protein Bar Price

SURREAL next to a Protein Bar looks fair price.

Context, Anchoring and Framing Sales Special Effect Superpowers

Stay Hungry Fools,

P-Dizzle xx

1. What on earth is Unleashed, I hear you asking?

Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!!

2. Why Unleashed will change your life as a foodie founder?

Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow.

3. The biggest brands in FMCG love love Unleashed?

Your fave brands like Candy Kittens, Tiny Rebel, TRIP, Tarquins Gin, Three Spirit, Minor Figures, The Turmeric Co., Volcano Coffee

4. Do yourself a favour

Feel free to reach out to the utter legends Josh and Bryony at Unleashed, book in a 20 min chat. Even if nothing comes of it, it's worth having a chat. Click this magical link.

Still Hungry? Course you are…

Please feel free to gorge on the most downloaded podcast episodes of all time (these are CERTY: BANGERS)

1. Rory Sutherland: Why Challenger Brands Must Never Follow Logic to Truly Disrupt Categories 

2. Waitrose CEO: How Challenger Food & Drink Brands Can Win and Build Profitable Partnerships with Waitrose - James Baile

3. Spencer Matthews: How Spencer Matthews Built Unshakeable Resilience and Raised + £10m to Launch Clean Co. in Sainsbury's, Tesco and the U.S.A. 

4. How Grenade Exited to Mondelez for £200 Million and Lessons in Unapologetic Authenticity- Juliett Baratt

5. Tyrells Tycoon: How William Chase built and sold Tyrells for £50 million and sold Chase Distillery to DIAGEO 

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