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Envelope-to: suzana@digitalaesthetics.org
Delivery-date: Wed, 12 Apr 2023 00:31:49 -0400
Message-ID: <m171.957288270.7449791681273899013.JavaMail.tomcat@web-core2-035>
Date: Wed, 12 Apr 2023 00:31:39 -0400 (EDT)
From: Perry Marshall <google@perrymarshall.com>
To:  <suzana@digitalaesthetics.org>
Subject: =?utf-8?Q?Perry_Marshall_Minute:_Why_=E2=80=9C?=
 =?utf-8?Q?guru_gross=E2=80=9D_tells_you_nothing?=
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              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 0px 0px 13px; line-height: 1.6;">Suzana Vrhovac,</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><b class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">When gurus talk ab=
out Return on Investment they always talk in terms of gross revenue</b>. </=
p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><b class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">The Truth:</b> If =
we only talked about net profit, the conversations would be so tedious, we =
wouldn't be able to have them. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">When you really dig into w=
hat you're actually making on a given marketing campaign or a given product=
 line=E2=80=A6it can be kind of depressing. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">(For an in-depth discussio=
n of this topic, see the March 2019 issue of the New Renaissance newsletter=
 available to all members.)</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">But if you actually bother=
 to find out how many hours and how many dollars you spend serving a custom=
er, you'd be shocked at how few things you do that actually make you money.=
 Most activities just keep the hamster wheel spinning.</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><b class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">The Danger: </b>So=
, when a testimonial says, =E2=80=9CI made $111,352.16=E2=80=9D it tells yo=
u almost nothing. Only sales.</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><b class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">The Balance:</b> Y=
ou could show prospects your best clients=E2=80=99 income statement, cash f=
low and balance sheet, but most people wouldn=E2=80=99t know how to read it=
 anyway. =E2=80=9CGross=E2=80=9D is the simplest thing to communicate.</p>=
=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">My former company presiden=
t Bryan Todd and I once had a big argument. We have all these spreadsheets =
that are super useful, and the projections were all NET not gross. Which fr=
om Bryan=E2=80=99s point of view (the guy who made trains run on time, made=
 sure i=E2=80=99s are dotted and t=E2=80=99s are crossed) made perfect sens=
e.</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">But I was mad =E2=80=98cuz=
 there was no =E2=80=9Cgross=E2=80=9D column in the future projections depa=
rtment. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">I didn=E2=80=99t like it b=
ecause I had to multiply those numbers to figure out what I had to sell the=
 next month.</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Bryan retorted, =E2=80=9CG=
ross doesn=E2=80=99t matter. Only net matters.=E2=80=9D</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">I said, =E2=80=9CALL nets =
get subtracted from a gross, and I=E2=80=99m in charge of sales. So if I do=
n=E2=80=99t have a clear number in mind, I can=E2=80=99t hit it.=E2=80=9D</=
p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">It didn=E2=80=99t matter o=
ne whit to him =E2=80=93 but it mattered a great deal to me. Because I need=
 a lizard brain simple goal to shoot for. I hit goals a lot more easily whe=
n they=E2=80=99re clear and simple.</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">The truth is you need to k=
now BOTH gross and net.</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Read the March 2019 issue =
of the New Renaissance Club newsletter. Figure out what you <i class=3D"bar=
d-text-block style-scope" style=3D"padding: 0px; line-height: 1.6;">really<=
/i> make. Understand that if you lease a brand-new car for $472 per month, =
your business might need to make $10,000 in additional revenue every month =
to cover that $472.</p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Always prioritize net abov=
e gross. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"></p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
51, 51, 51); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">For now, when you <a href=
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C5xqohBVFszUhCHAhpJWjcGY1czDXG2IbRx4R0Un8cnAmWFNdfem_lScwf8nxNE4KDhWh5fdnu6=
up0OB-rUx29lrs45B8cxujmfklXN9L-eVsdyTj-iQYlcf8Z6Z4U6AJMSzUyLoZvrov-C6L1RZb1=
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1aZVKPTgJftYRnCqtM97GGN-SiAeOIWfnDEhzmi9TukrZdARuLejm5ws1DKRoeedh_AIeApQC" =
class=3D"bard-text-block style-scope" target=3D"_blank" style=3D"color: rgb=
(43, 170, 223); padding: 0px; line-height: 1.6;"><b class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">Join New Renaissan=
ce Club</b></a> you get access to over 20 years worth of my New Renaissance=
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              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
51, 51, 51); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><b class=3D"bard-text-bloc=
k style-scope" style=3D"padding: 0px; line-height: 1.6;">We will be removin=
g this access for all NEW members soon.</b> </p>=20
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51, 51, 51); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">But if you join now, you=
=E2=80=99ll retain access for as long as you're a member. </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"></p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Seize the day, </p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">Perry<br><br></p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;">PS: The Perry Marshall Min=
ute is the daily heartbeat of Planet Perry. Short messages about the founda=
tional principles of our world (<a href=3D"https://m171.keap-link009.com/v2=
/click/71f324b5067c981a8c6a0a760ed491cb/eJyNkU9rwkAQxb_LHnoyJhutrYFQRERCrIf=
SnmXZTHTp_mN2YhDxu3eTFk8t9PqbN2_mzVwZgRWWqoYVzPAnziYMQSqvwNLaWRJyrHHOlzx7nj=
Ct7OcWXedZcf2l914eYL7I80XsoYuHKHl_W63rar897Kp9HbVeYBzyDx_Os-XjLJvfnTavq2rHb=
rc_rcEo2pyje2AFYQdDqEbFYPSBOupPRD4Uadr3_dQD4sUIDCeh9VQ6kw6hlRQ6IVTCHjUkCGcF=
ffrSkTkE16GEUtm2C8rZ4Fp6GLiJEzpTghFKj0AK44U62tIbkwRABWHkBGhKjy74uM83kvHScdt=
RORokeZbPkmye8OEawnuwzc87ariwohU6wO0LgxmXjQ=3D=3D" class=3D"bard-text-block=
 style-scope" target=3D"_blank" style=3D"color: rgb(43, 170, 223); padding:=
 0px; line-height: 1.6;">Tactical Triangle</a>, <a href=3D"https://m171.kea=
p-link009.com/v2/click/945011da61373bfebe681e2dae40b5f6/eJyNkU9rwzAMxb-LDzs=
1TZx22RoIo5RSQroexnYuxlFWM__DlhdCyXefk42eNtj16emnJ-lKEDTTWLekJIo-ULIgDriwAj=
TujEbG5xqldEOzxwWRQn8cnAmWlNdfem_lScyLPC-KBcHBQrS8vmx3TX06nI_1qYley1wc8g8Op=
dnmfpWtb6T987Y-knH8Ew1K4P4z0j0p0QWYlmpFXAzfnIz-C6L1ZZr2fb-04NygmPMXJuWSG5Vq=
6JMYjQnvmeaQPgVUZ2-C41AJ3QUvjPamw7tJVxEcVAWKCTkLnCnLxLuurFKJByfAzzqCU5V1xts=
Y41vi8cAx5OycAUme5askWyd0OgKzFnT784UGBlJ2THoYvwAkoJQH" class=3D"bard-text-b=
lock style-scope" target=3D"_blank" style=3D"color: rgb(43, 170, 223); padd=
ing: 0px; line-height: 1.6;">The 7 Steps to Entrepreneurial Freedom</a>, an=
d <a href=3D"https://m171.keap-link009.com/v2/click/8b547ffea7cb350cb22f904=
ff4b8f282/eJyNkMtqwzAQRf9Fi67sWHLSNDGYEkIIxmkWpV0HVR43ItYDaVxjgv-9slvaTQrdn=
rk6mjtXgqC5xqIiGVHsgZGIOBDSStC4NRq5mGaMsTWjq4g0Ul_2zrSWZNcbb3_GI0yXabpcRAR7=
CyHy8rzZlsVxfzoUxzJkLXfhk394GKPr-zn9Ne2eNsWBDMOfalASdx_B7kmGroWxVCVDMXx1Tci=
fEa3PkqTrupkF53rFnT_zppkJo5IVTWn8ZswleWxRnbxpnYBc6rr10mhvarwbuQrKVuWguGwmIL=
iyXL7r3CoVe3AS_MQRnMqtM96GBb6QCKcN603JSRCnNJ3HdBGzsT63FnT1ff8SepLVvPEwfAIEH=
pCk" class=3D"bard-text-block style-scope" target=3D"_blank" style=3D"color=
: rgb(43, 170, 223); padding: 0px; line-height: 1.6;">80/20 Sales &amp; Mar=
keting</a>). Every message will contain a truth, tactic, or testimonial to =
make this the most valuable =E2=80=9Cminute=E2=80=9D you spend every day. <=
/p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px; line-height: 1.6;"><br></p>=20
              <p class=3D"bard-text-block style-scope" style=3D"color: rgb(=
52, 52, 52); font-family: Helvetica, Arial, sans-serif; font-size: 15px; pa=
dding: 0px; margin: 13px 0px 0px; line-height: 1.6;">***NOTE: This email ad=
dress isn't monitored!<em> If you need help, please email: <a href=3D"mailt=
o:support@perrymarshall.com" class=3D"bard-text-block style-scope" style=3D=
"color: rgb(43, 170, 223); padding: 0px; line-height: 1.6;">support@perryma=
rshall.com</a></em></p>=20
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   <div style=3D"max-width: 600px; background: rgb(255, 255, 255);">=20
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       <td style=3D"text-align: center; vertical-align: top; font-size: 0px=
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 center; color: rgb(52, 52, 52); font-family: Helvetica, Arial, sans-serif;=
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"bard-text-block style-scope" style=3D"padding: 0px; line-height: 1.6;">Not=
 interested in this topic?</i><br><a href=3D"https://m171.keap-link009.com/=
v2/click/a539d815daa95df2312c6839cf41d32f/eJyNkU1rwzAMhv-LDzs1TZx2Hw2EUUopI=
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1FZfLTTWg5vVXtHtRsAswLHXQcTF-d13MH5nJF2l6Op2mBM71qJw_qq6bNhZTS5zYwEljTasdKt=
bWpM-Bce9tcA2U2rTBR-hty3cDx2gPWAIq3Y2gUUhKf5iSEBMPToMfOYPDkpz1FGf5QbFL3J_H5=
ChI8iyfJdk8kcNLKCIwh9-vqKEXRas6D5dvIj2WDg=3D=3D" class=3D"bard-text-block s=
tyle-scope" target=3D"_blank" style=3D"color: rgb(43, 170, 223); padding: 0=
px; line-height: 1.6;">Click here to be removed from the Perry Marshall Min=
ute series. </a></p>=20
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            <td class=3D"alignmentContainer" style=3D"overflow-wrap: break-=
word; word-break: break-word; font-size: 0px; padding: 15px; text-align: ce=
nter;">=20
             <div style=3D"margin-left: auto; margin-right: auto;">=20
              <p style=3D"font-family: Helvetica, Arial, sans-serif; paddin=
g: 0px; margin: 0px 0px 13px; line-height: 1.6; color: rgb(153, 153, 153); =
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scribe</a></p>=20
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font-size: 11px;">Perry S. Marshall &amp; Assoc<br>805 Lake Street #295<br>=
Oak Park, Illinois 60301<br>United States<br>(312) 386-7459</p>=20
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