If we think about what the product of this business is, when you're in a service business, the product is the service, meaning the people who deliver the service are the thing you sell.

And the margin of the business is the difference between what you have to pay them and what you to charge for their work, right?

And so our acquisition process to scale the business doesn't have to be customer facing because you've got phones ringing off the hook there's already tons of demand there's insufficient supply

the top 1% of business owners aren't smarter than you they do things differently and that's

what i'm explained in this video i'm alksramozzi i own acquisition.com it's a portfolio of companies

that generate hundreds of millions of dollars per year and revenue and And so I've seen a lot of different patterns across businesses

that we both invested in scaled in or some that we turned down. And so if you feel stuck,

it's because what got you from zero to $100,000 or $100,000 to $1,000 to $1 million, or $1, going to be the thing that gets to the next level and you're probably working on something that was once very important but is no longer and so the first

we're going to do is share some examples of real businesses that I built right to learn this

lesson the very very hard way and then I'll show you how to correctly identify the core

problem for your business today not what it was last year or two years before. And finally, how to confront it

and break through it. So to make this real, I'm going to give you three examples of my own

business experience of what I thought the business I was in versus the one I was actually in.

So in the very beginning, I was into fitness. I got into it thinking that my life was going to be

about what workouts we were going to be and the puritization and how it was going to be about what workouts were going to be and the periodization

and how it was going to structure the weights and the intensity and what cardio we were going to weigh in

and that's what i thought all of the business was going to be about and then as soon as i actually got

into the business i realized that the biggest issue is most people don't even show up to the gym and so

periodization means almost nothing and so all of my attention was like, oh, my God, I have to get people first in the door. And how do I get them to stay? And how do I run this profitable when I've got rent? I've got trainers. I've got equipment that breaks. And all of a sudden, I was like, oh, my God, I thought I was going to be in the scientific fitness business when in reality, I was in the sales and marketing business. And so one of the easiest ways to identify what business you're really in is to zoom all

the way out to the people who are already 100 steps ahead of you.

All right, not just one or two steps, but like 100 steps.

And the reason for that is because if I said, if you just look at someone who's one or two

...