Welcome to the building a Storybrand podcast where we believe if you confuse you'll lose,

noise is the enemy and creating a clear message is the best way to grow your business.

I'm your host Donald Miller.

I'm joined by my co-host Dr. J. J. J. J.

Yes. Let's say you wake up in the middle of the night and you are worried because the profit

margin of your business has gone from 58% to 38%.

Hypothetically?

Asking for a friend.

This happened to me two nights ago.

I found out we'd gone from 58% to 38%.

A lot of that was intentional because we were spending enormous amounts of money building a product

that we won't release until November, so we can't make any money building a product that we won't release

until November so we can't make any money on the money that we're spending.

That's a great way to kill your profit margin.

And by the way, people are literally driving off the road going 38% is a problem.

Yes, it's when you used to be 58 it was yes it is and also people ask what I'm doing that money

I write checks to the government it's my charity of choice and that's what I do But sometimes that tension causes really wonderful things. It always has. It always has for this company.

Whenever you kind of hit this rocky road, you go,

okay, what can we do? And we just end up with really fantastic ideas?

What is the first thing, because that's what today's interview is about,

Keith Cunningham wrote a book called The Road Less Stupid.

Yeah. He basically talks about, he buys companies and he doesn't flip them he actually keeps them long term

...