The Advantage of Disadvantages

The late Dutch football coach Johan Cruyff had a way of creating his own aphorisms – some of which said little (“The ball is round”- Yeah thanks Johan, we hadn’t noticed that) but others were quite smart:

“Every disadvantage has its advantage”.

Now at this time, when literally every person and every business struggles with a major disadvantage, that goes much further than ‘the hidden advantage is that you can pivot into online services and offerings’.

And yeah, you can – it’s why I created the IP to Profit system, and I recommend you use it. (link goes to a free full training)

But, there’s much, much, much more in terms of advantages.

For example: a lot of your competition has slashed their advertising and marketing budgets (always a bad idea in times of crisis), so you can increase your market share by doubling down when others are slowing down.

And on that note: advertising gets cheaper during a crisis. If you want visibility, now’s the time to get it.

Or: if you’re a hairdresser, you’re currently not making any money – but everybody and their housemate is buying hair clippers. As a barber, you can sell those, along with training videos on how to cut your spouse’s hair, and perhaps personal sessions that address the nature of an individual client’s type of hair. Big opportunity. Big advantage.

Or: there’s going to be a massive increase in learning habits, so anyone who has something they can teach, will suddenly have a much bigger market.

Or: customer needs have changed dramatically – people buy different things, or for different reasons, or for different solutions.

Companies that continue trying to sell the old way, without adjusting to the new circumstances and the changed buyer needs, are going to struggle. See Blockbuster Video – they didn’t adjust, which opened up a large market, and that was a fine advantage for that little startup called Netflix.

And you bet that a lot of your competitors – especially the big boys – are going to pivot and adjust too slowly – meaning, you can suddenly get access to, and a listening ear with, prospects who would normally happily buy from the big boys and not be aware that you exist and that rock your work.

Another advantage?

Especially in the B2B space, there are suddenly a bunch of problems that used to be ‘nice to fix’ and that have suddenly become ‘need to fix’.

I.e. for a lot of the work that you can do, there’s now an urgent need, instead of a someday-need.

If you can spot those needs and adjust your offer and messaging, you can sell faster than you used to.

It all depends on how you look at the situation.

And, to get a good look at the situation, one where you see the advantages and opportunities, it is 100% required that you start with step one: Listen.

(There’s a reason why my LEAP system starts with L for listen, and only then goes into Explain, Ask, Profit. If you don’t listen to your people, you don’t know what they’ll need and want, and want now).

So whatever you do: talk to your people. Get on calls, ask what’s going on for them, what they struggle with most. Don’t go and offer a solution until for each company, client, industry or demographic, you have a good and clear idea of what they need, right now, in these different circumstances.  

Or, watch this training video on turning your unique ability into revenue – especially the first 25 minutes or so, because that goes deep into how to connect, and ask, and listen.

Or, get on a call with your favourite business coach monk (hi!) if you like this kind of thinking, but you want to have guidance on how to go about it all.

Either way: lots of advantages going on. Go find ‘em!



P.s. One final, incredibly big advantage: there’s suddenly a LOT more disposable income available, now that people no longer go on cruises, holidays, to the movies and restaurants, and on and on. Lots of money that people aren’t spending – but maybe, they’d spend it with you, once you find out what it is they need, right now?

Are You Making the Right Case?

If you pay attention to it, you’ll find that your internal dialogue – the story you tell yourself about yourself, the world, and your place in it – contains a lot of negotiation and discussion.

We’re always making a case for something. This is a good idea, that’s a failed experiment, that person isn’t friendly…

On and on, a constant defense of the way we see things. Making a case for our worldview and self-view.

As being human goes, that’s unstoppable. Making a case for things is how we define meaning.

But you can choose what case to argue for.

And more often than we realise, we argue for our limitations. We defend our opinion that things are scarce, or too hard, or not worth it, or – worst of all – that *we* aren’t worth it.

Yeah I know, you’re saner than that.

Except that if you look closely, fearlessly, at the narrative in your head, you’ll find that you too argue in ways that are irrational, illogical, and that set you up to not.

To not have, not grow, not sell, not advance, not get the rewards of accolades.

Always defending a view that says no.

Wait, you don’t do that? Quick, somebody call the Dalai Lama – we have an Enlightened One in our midst!

Seriously though: don’t you think that you too argue against things, when you can just as easily argue in favour?

Painful point in case:

All the people who right now struggle to keep sales and revenue going (hard enough as it is) and who tell themselves, and others: “People just ain’t buying”.

Except people are buying. Just not the same things, and for the same reasons, and for the same solutions. But business goes on, money is still being spent, and things are still being bought.

As a business owner, you have a binary choice:

Either you argue that it won’t work, in which case you’ll find little success.

Or you argue that perhaps it might work, given clear direction and lots of action, and you just might find that it will.

The choice is yours – as is the choice to have a call with me, where I’ll try to help you find that direction, and define which actions to take.

I’m giving you an hour of my time, no expectations or sales pitch, to help – but:

You’ll need to bring two things:

Solution-bias, and action-bias. Oh, and you’ll have to have made the case for yourself that yes, you too, probably, can still keep enrolling clients, even at this time.

Got that in place?

Then book a call here:



No Script? No Good (Bad Example Included)

Got some interesting feedback yesterday from a friend, on a little video I recorded.

It’s three minutes, and if you watch it here, you’ll see that initially, I’m fairly straight in contact with the camera, but halfway through I look away more.

My friend said that I ought to improve that, because it’ll inspire more confidence – and I agree, completely.

Just so happens, looking into the void is what I do when I’m thinking – I know it happens to me all the time, also when I’m coaching people.

Now how come I look at the camera at the start, but not later on?

Because the first section, that’s stuff I’ve talked about over and over – it’s internalised.

The second part, where it’s about the specifics of the video, that’s something I didn’t get to practice a lot yet. So I have to think, to make sure I say the right(-est, if you will) things.

This is exactly why actors learn a script. It’s why musicians play scales until their fingers bleed, or the ears of their housemates. It’s why dancers practice moves until they look effortless.

And, it’s why in the world of business, those who are best at selling – enrolling buyers – use scripts.

And then people rear up and protest “I don’t want to sound robotic, I want to be open and flow with the conversation, I don’t use scripts!”

Perhaps. And that would likely be why you’re not getting higher conversion rates on your sales conversations.

Think of it like this:

If a musician needs to remember which notes follow one another in a scale, he won’t be free to creatively express notes.

If an actor didn’t imprint the script before going on stage or camera, he’ll be thinking about the words to say, not about acting them.

If a dancer didn’t hardwire moves into their body memory, their dancing won’t look natural and effortless.

And, if you’re in a selling situation and you don’t (yet) have your script memorised, you’ll be thinking about what to say (see above), instead of about how to best connect with the other party.

And that’s why we all need scripts, pitches, blurbs – and business messaging that instantly, confidently, tells another “*This* is what I do, for *that* kind of person, and if that’s you, then *this* is why you might care”.

So yeah, I’ll be practicising and re-recording. You bet.

As for you… are you going to do some scripting?

Let me know if you want me to help you with that.



P.s. Does that video make you curious whether or not your IP can be turned into revenue as well?
Book a short conversation here, and let’s find out…

What Is It That You Need From Me?

A couple of years ago, I ran a paid mastermind/coaching group.

And to this day, people write to me, to say that the experience was profound and life-changing.

And, that apparently I’m good at creating a space for growth and chance, and also. that I should start another group.

Which, I tell you, is mighty tempting.

Because no matter what challenge or struggle, it’s community – our social environment – that has the biggest influence on our abilities.

No degree of learning or skills or experience make as much of a difference, as the people we’re with.

And yeah… after 25 years of learning people and managing teams of volunteers, and learning how to communicate and foster healthy communication and relationships, I guess I have some skills there – and that’s not just me saying so:

“Martin Stellar works magic. He’s a facilitator of change. Using wit and incredible insight, Martin helped me figure out who I am, where I wanted to go in life and how to get there.
~ Paula Mould”

And yes that sounds good, and yes a new group could do the same thing for people.


It would be a mistake to simply launch a group offer, without first knowing what people actually need, especially now that everything is different and we’re all figuring out which way is up and where to go next.

And, as with all leadership issues, the fundamental starting question of any leader, is always: what do yo need from me?

So if you don’t mind me asking:

If I were to start a coaching/mastermind group, what would make it a definite ‘hell yes, I want that!’ for you?

What would you want out of such a group… support? Accountability? Learning? Training? Implementation guides and collaboration? Partnerships? Training on implementing the IP to Profit system?

Let me know, because truth be told, I’ve sorely missed group coaching – partially because it’s fun to do, but more importantly because it’s just a DREAM to see ships rising together, and that’s exactly what happens when the right people join together in a group.

So… should I start a new group?

What would you want from it?

What would you want it to bring you, do for you, give you?

What, in short, would be most helpful to you, at this point?



Of Recipes and ‘Spaghetti-Thinking’

Oh sure, I get it: no system ever guarantees a perfect outcome – after all, a system can only get the result it’s built for.

If the system isn’t perfect, neither should we expect the outcome to be.

And so the feedback I got last week – that even my brand spanking new IP to Profit system can’t guarantee to bring in sales for people who use it – was on point.

Especially at a time like these, we just can’t know which system for generating leads, making proposals and creating clients is going to work, or not.


In my – systematic and obviously biased – opinion, it’s better to have a reasonably logical system you can run and optimise, than to practise what I call ‘spaghetti thinking’.

Like a bit of advise I saw the other day, where the instructor had some recommendations for drumming up business.

They were good instructions, but they were kind of like loose tactics – like throwing spaghetti at the wall. Simple actions we can take like calling up clients and former clients and using ‘helping instead of selling’ as a way to find new gigs.

And yeah, that can work, and it’s good advice. But it’s going to work a lot better if you include that kind of tactic, inside a larger, planned, strategy.

Because then you get to make educated guesses. You get to ask the right questions, of the right people. Offer the things they need, not the things you think they need.

You get to aim your efforts, and you get to measure and iterate for continued growth in results, and yes, sales.

When sales are falling you need to take action, sure. But do you want to randomly throw ingredients into a pot and hope the end result will be edible?

Or are you going to use a recipe and have that guide you along the way?

A system, a strategy, all that is like a recipe.

Whether it works or not depends on the cook. Sure.

But even someone who can barely cook, can create something that tastes quite nice, so long as they follow a recipe.

And IP to Profit is just such a recipe.

I do realise that the training last week was way too dense and way too complete, but don’t worry: I’m putting together a simpler, shorter version of the training, along with a PDF that outlines the steps to take and with checklists and everything. Should be ready in the next few days.

Meanwhile: remember that tactics are good, but they’re better when they’re part of a recipe – meaning, a system and a strategy.



Solution-bias (Plus, a Solution For Ya)

Specifically, a solution in case you suddenly have a lot fewer sales than before. Here’s the situation:

Being human means being biased. It is literally impossible to be completely unbiased, because on an evolutionary level, we’ve always needed to make snap-assessments about the world around us.

Otherwise, we wouldn’t have survived this long. If you can’t be biased to assume that fangs = threat, you’ll quickly discover just how threatening and mortal fangs can be.

So if you think that you’re completely unbiased, your lizard brain says no.

The good news here, is that you get to choose your biases. Good and useful ones, or silly and obstructing ones. Up to you.

And choosing them isn’t all that hard, once you start to identify the ones that you already have.

For example: You may be inclined to think that society is going to collapse, which will cause you to spot in your world all kinds of confirmations of that fear.

Or, you can choose a different bias: that amidst the mess and chaos, there are quite a few good things happening. Those may not make the bad things less bad, but looking at positive sides, silver linings, sure does help your state, and thus you help the state of others.

In other words: a positivity bias is healthy for you and a service to others.

Someone this week pointed out that I have a ‘solution-bias’ – which I’d never heard of before, but it’s true: I like building solutions.

It’s why I was able to quickly create the IP 2 Profit system, and launch it in less than three weeks.

Because I saw a problem (people suddenly not selling and earning) and I figured ‘Let’s build a solution’ (take your intellectual property and convert it into a new revenue centre).

Biases are kind of like air: You’re going to be breathing anyway, so you might as well breathe fresh, clean air. Or food: if you’re going to be eating, best eat well&healthily.

And biases: you have them, whether you like it or not, agree or not.

Best choose those biases that enable you to create, solve, grow, serve, and thrive. For me, that includes a bias for solutions.

And if your bias is ‘it should still be possible to sell my work, even now’, than this here recording of yesterday’s IP2P training will give you all kinds of confirmations (and tools) to make selling your work real.

Replay here:

Fair warning: this is a pretty dense and intensive training. If you want to put it to use, and you feel a little overwhelmed, don’t worry. Just watch it again, make notes as you go along, and send me an email if you have questions.

Or, if you want me to help you one on one with implementing it, also send me an email.



It’s the Singer, Not the Song: Your Revenue Needs More Than Just a System

Yesterday I spoke with my coach about the IP to Profit system I launched, and that I’ll be teaching live, today. ( you can register to attend here:

He brought back the memory of that Stones song – It’s the singer, not the song.

“In such uncertain times, how do you know that a system will work?”

And he’s right.

Not just today, but always.

We can’t ever know if a system will work, because any system depends on how you use it.

Everything hinges on how we show up to a task. How we operate, implement, execute.

The song (i.e. the system) might be good, but if it ‘sounds’ good (gets you sales) that because of the ‘singer’ (you, the one operating the system).

And the IP to Profit system is no exception.

Sure it’s really well-built even if I say so myself, and yes it’s got all the steps to go from market research, through the copy you need to write, through selling and optimising.

And yes, you can make a revenue centre around your Intellectual Property, even at times like these…

…but it’ll require the best of you.

Meaning: By itself, the IP to Profit system itself isn’t enough – it’s down to you, and your dedication and attitude.

If you’ve got those in place, then you *might* be able to make your IP earn you money, even if the world right now is in full VUCA (google it).

Point is, if you don’t use some sort of structure or framework or system, it’s hard to know what to do, in which order. And from the actions you take, it’ll be hard to see measure what worked best so that you can iterate and optimise.

And that’s why the IP to Profit system is so useful:
Not because it promises the end-all solution, but because it gives you a framework in which to operate, enabling you to indeed show up as your best self, and get the most out of it.

And, it enables you to get the most out of your single most valuable asset:

Your list, your database, all the people in your world you can talk to and help.

And to leverage that asset in a systematic way and keep your serving and selling going, join me today at 5PM CEST / 11AM EST, for the live training, by signing up here:



Business Struggles? Everything Is Different, but One Thing Will Never Change

I know, it’s tough trying to keep business going when literally nothing is the same. Society, business, mobility, economy: it’s all different now.

In that sense, the world has never seen a situation as wildly VUCA as the one we’re in now.

Where the term stands for Volatility, Uncertainty, Complexity and Ambiguity.

It’s a concept from the military world, designed to help insight and decision making when the playing field we find ourselves in is foreign, and we don’t have a map.

Kinda like what the business world – society at large, actually – is in.

But not everything is different.

And there’s one very important element that can keep a business running, and it will never ever change, not so long as there are people.

What will never change, is people’s needs.

And even if your people aren’t buying your thing like before, they still need your work.

And, it’s on us as business owners, to find out what their new needs are, and what new method, package, or offer they’ll buy, in order to fulfill those needs.

You just can’t afford to rely on methods that used to work, because VUCA. Everything is different, unknown, volatile…

Except needs. Those remain.

And your people need you.

So let me show you a way to find out exactly what they need, what you need to say in order for them to want it and buy a solution from you, and how to build an offer that you already know with a high degree of certainty that they actually will buy – and how to put it in front of exactly those segments of your audience most likely to buy it.

All that in one sentence.

And much, much, much more – a complete training, in fact, so you can implement right away – in tomorrow’s IP to Profit Live training.

Register here:

And, if you please: share the page with your network?



And Now, Let’s Turn Your Intellectual Property Into Revenue

TL;DR: If you’re struggling to keep sales and revenue going, I designed a complete system that enables you to turn your intellectual property into a revenue centre, in two weeks or less. Signup for a free training here:

Because let’s face it: most all of us need to be very strategic, very efficient, and keep our eyes on the prize. Especially now.

So, think like this:

“Huh… that’s so cool!”

Ever had someone say that to you?

Or maybe: “Oh, that’s clever!”

Or: “You’re good!”

Whatever thing you were doing just before they said that, that’s you operating in your zone of genius.

That’s when you apply your intellectual property, and make a difference with it for people. And if right now you’re having trouble in your business because people aren’t buying as often as they used to, or are taking more time, or are not buying the same things, I have something that might help.

It’s useful for trainers, speakers, consultants, of course – anyone who can’t go out and deliver your work right now…

…But it also helps you if you’re, say, a fysio therapist, or an artist, or a cook or tailor or a farmer or photographer.

Basically, anyone who would normally show up to do&deliver, but can’t because we’re all tied home right now.

Because the truth is that each of us, no matter what our work or expertise, have our own ‘zone of genius’, in which we do our work in a way that nobody could copy.

Our unique ability, tied directly to our own intellectual property.

Meaning: what you know, and have built and developed over the years, and do in a way that makes – or rather: made? – people pay for it.

Now that we’re all working from home, we need to adjust. Reinvent, pivot, and develop new ways to keep business rolling, clients coming in & getting served, and revenue coming your way.

Enter IP2P – Intellectual Property to Profit.

It’s a brand new system I’ve been developing over the last two weeks, and it’s designed to quickly extract that IP of yours, package it in a way that your previous buyers will be interested in, and, very important: help you get that puppy sold too.

Because it’s all very good to follow a course-builder training, but if you also want to sell it, the course itself isn’t enough.

Nor are the old ways of selling, with ads and social media and what have you. Those might still work, but it means doing things the hard way, especially now that people are all in a tizzy and there’s a lot of scattered attention.

Doing it the easy way, how I see it, means going out (well…) to talk to your customers, find out what they most need, and have them inform you on what you need to build.

Those people have already paid you, are likely to pay you again if you have the right offer, and so long as you listen to their needs, there’s a good chance that you can create a new revenue centre in your business within a week or maybe two. All depends on what system you use and how you apply yourself.

And as far as that system goes, I’ve got it for you, right here.

The link below takes you to a short explainer video, giving you the basics of the system.

This Thursday I’ll host an online training, where you can learn the entire system and how to implement it, for free.

See the introduction video and signup for the full training on Wednesday, right here:




An average seller tries to reason with people: “Once you understand how good of a choice it is to buy this thing…”

A good seller works with benefits and desires: “You’re telling me you want outcome X, which is precisely what we created this offer for. It looks like this is the thing you’ve been looking for”.

A terrific seller works relationships and service: “I’m here to help you get to the right decision, be it buy or don’t buy – talk to me about any concern you may have, I’m not pushing anything here”.

And someone who sells with a purpose, from the heart, out of sheer desire to make a positive impact?

That person seller sells stewardship. “I’m here to make sure you’re taken care of – by me, and by the product or service you’ll be using. I’m here to be a steward over your outcomes”.

That seller btw is the one who gets the easiest sales, most referrals, and best clients.

Sell stewardship: let people know you’re there for them.



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