In partnership with

Have you ever found yourself obsessing over a big goal, constantly checking your progress, only to feel discouraged when you're not where you think you should be?

Maybe you're a coach or consultant trying to hit a revenue target, or perhaps you're running ads hoping to achieve a specific ROAS (Return on Ad Spend). No matter what your goal is, I want to share a powerful mindset shift that's been transformative for my business and for the many entrepreneurs I've coached.

The secret? Stop focusing on the goal itself and start prioritizing the process.

As a Reminder, Our Goal with this Newsletter is to Give You the [Highest Level of Value Possible. That's my Promise to you & I intend to Over-Deliver!

Here's a Sneak Peek at What's Inside This Email:

• Why focusing solely on goals can actually prevent you from achieving them

• The counterintuitive approach Olympic champions use to perform at their peak

• How I've applied this mindset shift with my own sales team to dramatically improve results

• A simple framework you can implement today to refocus your efforts on what truly matters

Alright, let's Dive In...

Process Over Outcome: The Game-Changing Mental Shift

I recently had a profound realization while working with my sales team at AdOutreach. Like most sales organizations, we have ambitious targets, and my team members all have individual goals they're striving to reach.

But I noticed something interesting: the team members who were most fixated on hitting their numbers were often the ones struggling the most. They were constantly checking the scoreboard, asking "Am I there yet?" — and getting discouraged when the answer was "not quite."

This observation led me to share a powerful concept that completely transformed their approach and results: The process is the primary target, not the scoreboard.

Let me explain what I mean.

When we focus exclusively on outcomes — hitting a specific revenue number, acquiring X number of clients, or achieving a certain ROAS — we can easily lose sight of the actual steps required to get there. Even worse, we might take shortcuts or make poor decisions in a desperate attempt to reach that goal.

But when we shift our focus to mastering the process — the day-to-day actions and behaviors that drive success — something magical happens. Not only do we perform better, but we actually enjoy the journey more. And ironically, we become much more likely to achieve those big goals we care about.

The Olympic Mindset: A Lesson from Lanny Basham

This concept isn't just something I came up with. It's been proven at the highest levels of human performance.

There's a fantastic book called "With Winning in Mind" by Lanny Basham that explores this idea in depth. Basham's story is remarkable — he went from being voted "least likely to make it to the Olympics" in his school to becoming an Olympic gold medalist in rifle shooting.

How did he accomplish this seemingly impossible transformation? By developing what he calls the "mental management system" — a process-focused approach to achieving goals.

One of my favorite stories from Basham's book involves a professional golfer named Ben Crane who was preparing for one of the biggest tournaments of his career. Instead of telling Crane to focus on winning, Basham gave him counterintuitive advice: forget about winning entirely and make "playing well" his primary focus.

Here's what happened, in Basham's own words:

"I suggested that instead of setting a goal to win, Ben should goal-set to make the process of playing well his primary focus. Process is primary... In the fourth tournament of the year at San Diego's Tory Pines course, Crane found himself just 30 inches from the cup on the 18th hole. The crowd knew Ben needed to make the putt for the win. But Crane had no idea. When the ball rolled in, his playing partner offered his hand in congratulations. Ben did not realize he had won until his wife ran onto the green."

This story perfectly illustrates the power of process focus. Crane was so immersed in executing his mental and technical systems correctly that he literally didn't know he was about to win the tournament. And that's precisely why he succeeded.

How I've Applied This With My Sales Team

When I shared this concept with my sales team, it was like a light bulb went off. Instead of obsessing over their monthly targets, I encouraged them to focus on:

1. Perfect execution of our sales methodology - How well are they following our proven consultation framework?

2. Quality of discovery - Are they truly understanding the prospect's problems, challenges, and goals?

3. Gap identification - How effectively are they establishing the gap between where the prospect is now and where they want to be?

4. Solution mapping - How clearly are they showing how our solution bridges that gap?

The results have been remarkable. Not only has performance improved, but the team is experiencing less stress and greater job satisfaction. They're no longer on an emotional rollercoaster based on whether they're ahead or behind on their numbers.

I've adopted the same approach in my own sales conversations. Instead of going into calls thinking about the potential sale, I focus entirely on executing the process:

• Really seeing what their problems are

• Understanding their challenges

• Identifying what is going wrong

• Clarifying their goals and where they're looking to go

• Establishing that gap between their current reality and desired future

• Methodically walking through how our solution can help them bridge that gap

When I execute this process well, the sales naturally follow. And even when they don't, I know I've done everything in my power to serve that prospect — which is ultimately what matters most.

This Edition of the Marketing Minds Newsletter is Sponsored by:

Are you ready to level up your E-Commerce business?

doola is the ultimate Business-in-a-Box solution for E-Commerce entrepreneurs just like you. We handle all the unsexy yet critical back-office tasks, from entity formation and bookkeeping to business analytics and tax filings, so you can focus on growing your dream business.

We’ve helped over 10,000 entrepreneurs from over 175 countries start, run, and scale their E-Commerce business from anywhere in the world.

Start or Scale your E-Commerce business today

How You Can Apply This Today

So how can you implement this mindset shift in your own business? Here's a simple framework:

1. Clearly define your goal

Yes, you still need to know what you're aiming for. But once you've set that destination, put it aside.

2. Break down the process

What are the specific daily and weekly actions that will lead to your goal? Break these down into their smallest components.

3. Create process metrics

Develop metrics that measure how well you're executing the process, not just outcome metrics.

4. Focus your energy and attention

Direct your focus to these process metrics and daily actions, trusting that the results will follow.

5. Review and refine

Regularly assess how well your process is working and make adjustments as needed.

For example, if your goal is to generate 20 new clients through YouTube Ads:

• Process focus: Creating high-quality Value Ads following our 3-part framework, implementing strategic Alpha-AI targeting, setting up proper OmniPresent retargeting, and optimizing your campaigns daily.

• Outcome focus: Constantly checking how many clients you've signed and getting anxious when you're not hitting your targets fast enough.

The person with a process focus will not only perform better but will also enjoy the journey far more. And paradoxically, they'll be much more likely to actually hit that 20-client goal.

Remember: Process is Primary

The next time you find yourself anxious about whether you'll hit your goals, take a step back and ask: "Am I focusing on the right thing?"

Redirect your attention to executing the process at the highest level possible. Trust that if you get the process right, the results will follow. And even if you fall short of your original goal, you'll know you've done everything in your power to succeed — which means you can adjust your approach without regret or self-doubt.

As Lanny Basham discovered, when you make the process primary, winning becomes the natural byproduct.

So ask yourself: what's that big goal you're looking to achieve? How can you break it down into the individual pieces of the process that you need to execute perfectly? Then shift your focus there, and watch as your results — and your enjoyment — transform.

Complimentary YouTube Ads Strategy Call!

Are you looking to Scale your Business with YouTube Ads?

I want to invite you to a 1-1 Strategy call with my Team to map out a YouTube Ads & Video Marketing Strategy specifically for your Business!

This is a 45-minute call where we’ll dive into your Business, your Goals & map out a Custom Strategy to help you Achieve them through YouTube!

Fill out the Quick Booking form to Schedule your Strategy Call.

More Value Coming Next Friday!

Stay Tuned for More Great Value & Content Coming your Way!

Here’s a Sneak Peak at What’s Coming Next:

• More Free Trainings & Resources — In your Inbox!

• Real Case Studies & Examples of the Marketing Funnels that Scaled Coaching Businesses past 7 & 8 Figures

• The REAL on-the-ground insights into what’s going on in the Online Marketing & Coaching/Consulting/High-Ticket Industry (Based on our Insights working with Thousands of Clients)

• The Latest YouTube Ad & Marketing Strategies as we Discover Them - So that you’re Always on the Cutting Edge

• Guest Articles, Videos & Podcasts from the Top Marketing Minds of Today — Stay tuned for some exciting announcements around this ;-)

• And a LOT More…

I’m serious when I say I want this to be The Most Valuable Newsletter You’re Subscribed to — Look out for us in your Inbox Every Friday!

I’ll see you in the next one!

To Your Success,

- Aleric Heck | Founder & CEO of AdOutreach

This Edition of the Marketing Minds Newsletter is Also Sponsored by:

Cold Email Setup Offer

• Send thousands of cold emails per month

• You own the system

• No agency retainers

• Book 30-50 calls per month

• Sign 10+ clients

• 1/10th the cost of ads

• Completely automated

Get Pricing & Details