If you're grappling with the idea that "it's who you know," let’s hit the reset button. Today’s business paradigm has flipped. Referrals have been dethroned, and the age of knowing "what you know" and "who knows you" has dawned. We need to acknowledge this shift if we’re to thrive.

Consider the traditional marketing norms: build it and they will come; shake hands, pass business cards, and pile up the referrals. These notions have faded. Now, it’s about showing expert skill and making sure the world knows you for it.

The Power of Knowing Who You Are

Here's the crux: Every business owner worth their salt must be known for something. Be it creativity, innovation, tenacity, or leadership, what do

you

stand for? More importantly, how does the world perceive the value you bring?

Your reputation precedes you, or it should. In today’s networked world, your expertise and unique contribution to your field should travel far and wide, recognising you as a leader who doesn’t merely follow trends but sets them.

Building More Than Just Business

At Project X, we’re more than just business coaches—we are builders of business tenacity and energy. And we do this through a model called the Cash Mechanic Model—sounds fancy, but it's simple yet profound. Its roots are in teaching clients to find the right cash, the right customers, and how to turn that into wealth.

Our mission is not just profit, but work-life balance. Many businesses struggle not from a lack of effort but from a lack of direction. We impart a philosophy where business ownership is a journey, aiming not just for profit but vitality, balance, and sustainable success.

Meet the Challenge: A Personal Touch

Let me take you back a bit. No hocus-pocus here, just a simple, robust process that has been moulded over three decades. One of my favourite examples? A client turning their operations from a five-day hustle into a three-day-a-week powerhouse, doubling their revenue.

This isn’t just magic; it’s mastery—of your craft, your time, and your market. Our goal at Project X is to shape business owners, teach them disciplined efficiency, and turn work into something they love.

A Vision for the Future

What are we striving for? Our short-term goals are to empower business owners across the Mornington Peninsula to double revenue while enjoying more freedom. Long-term? Transformational growth for a thousand startups, helping them soar to market leadership.

We aim to mentor 1,000 start-up businesses to achieve a life less ordinary, balancing love for work with life. This doesn’t come easy, but I—you, we all know no great thing ever does. It’s about using professions as tools to build the life you envisage.

Building Legacy and Identity

Don’t play it safe. Pursue the unconventional, and build not just a business, but a legacy. Develop the identity that you can craft a life that doesn’t just follow the rules but defines new ones.

Integrate learning as earning, and transform rituals into results. If there’s one thing I keep repeating for my team, it’s that action defines identity, and inaction merely perpetuates the ordinary.