Last week, I visited the place I used to call home for 2 years.
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Dubai.
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It’s been 6 months since my last visit.
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When I lived there, I would follow the same ritual every Saturday: sauna & icebath, lunch and gaming.
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In that order.
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So of course, now that I was back, we didn’t have to argue on the agenda.
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Me and Anton sat down at our usual table and we didn’t even get to scan the QR code before the waiter asked: “just the same as usual?”
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It’s been 6 months, and yet, they still remembered.
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Impressive.
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The most sticky thing in this world is memory.
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Me, Anton, Jeppe and Alex always visited that one restaurant because they remembered our orders, eggs benedict and a cappuccino.
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You go to the same coffee spot because they remember you like decaf (weirdo)
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My girlfriend gets happy when I remember she doesn’t like marzipan (more for me)

“The usual” gives us a sense of calm and care.
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It’s familiar.
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We as humans crave the familiar.
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Unfortunately, most coaching and consulting businesses aren’t designed for familiarity and there is little to none memory involved in the process.
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A video course doesn’t remember anything about you.
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The appointment setter that booked you in is already onto the next lead.
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The closer who sold you got fired last month because he kept showing up to calls shirtless (he will never learn)
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You’re just one of many. A unit in the spreadsheet.
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1on1 calls on the other hand, holy moly those are awesome for memory and familiarity.
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(except one of my mentors who started every 1on1 call with: “remind me please, what did we go through on our last call?”)
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Lucky for me, he only charged $3k for every call XD
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Well, 1on1 calls are awesome, but it’s the lowest form of impact.
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You help 1 person exponentially, but that’s not really the big vision for most coaches and consultants.
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So what do you do?
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You stick around for the 1st of April and then i’ll show you the future.
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It will apply to everyone with a skillset and good intentions.
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EXCEPT people who drink decaf coffee and the people that don’t like marzipan. Nothing can save them.

All the love

Fred