16 Perspective Shifts That Made Me Over $16,000,000

Einstein Eat Your Heart Out

You can change anything if you change your perspective. Einstein even proved that the tick of a clock can be slower depending on the frame of reference from which you observe it.

I use perspective shifting all the time in my marketing. It's a secret weapon that I think helps us set records and sell hundreds of millions of dollars of stuff.

Below are the 16 most common ways I apply perspective shifting to help solve problems (mine and others) as well as sell products.

First Person ↔ Third Person.

Switching from an internal/external frame of reference: "He always means to me" → "How can you be kinder to yourself?" or "I can't do it" → "Who can help you do it?"

I've noticed that it's hard to feel sorry for myself when I focus on helping someone else.

Positive ↔ Negative

What hits harder - "80% survival rate" or "20% fatality rate"? What's more impressive - 93% employment or 7% unemployment?

We tend to default to our own attributes - either positive or negative - so it's good practice to look at a stat from both sides when you hear it.

Present to Past

When in the past have you encountered and solved a problem greater than the one you're currently facing?

It's good for you to start developing a list of all these amazing challenges you've overcome, because when things are tough in the present, you'll find that you can't recall past wins. That's when you whip out your list.

It's amazing how quickly we can forget the miracles in our lives.

Present to Future

Once the problem is solved, what are you going to do with all that extra free time?

Or - What’s the problem you’ll have to solve after you’ve solved this problem?

Too often, we become too consumed with the current major problem on our plate, and we feel "stuck" and overwhelmed. By looking back at the problem as if it has already been solved, it frees us up to think more creatively about solving the current problem.

Constraint

If my book could only be 10 pages long, what would I write in it?

Ironically, imposing strict parameters around our problems tends to stimulate more creativity. Necessity is the mother of invention.

Often, we feel we lack control of a situation, which makes us believe we are powerless. By imposing certain limits, such as time or resources, we can actually take some control back over the situation. And often, we become overwhelmed because we’re trying to do too much at once.

If you can’t say it in ten pages, you won’t be able to say it in a thousand.

Timeline Shift

What are the consequences of staying this way for 30 years?

Our hardware prejudices us toward short-term thinking. I have more than one client insist that they need to make money within 30 days, or their life will go to hell. Then, I run into those clients three years later, and they still tell me they need money ASAP. Then, a decade later, I run into them again, and they STILL need money in 30 days.

Since these clients approach the problem from the SAME timeline focus, they end up getting the same result. You either have to chunk it down (e.g., instead of writing a book, write just 100 words 40 times) or expand it out over a long time horizon (e.g., how long are you willing to lose money before you take action?).

Identity Shift

“Who would you have to be to solve this?”

We tend to behave consistently within the confines of the identities we take on. If we think of ourselves as entrepreneurs, we tend to take more risks. If we think of ourselves as artists, we tend to be more creative. Often, I approach business as a scientist running experiments. I know most experiments will fail, but I ALWAYS learn something and can invest it into the next experiment.

Once, I had a client who was scared to call manufacturers to try to close deals. I had him pose as an intern instead. “My boss didn’t give me much info and just threw me into the job, so can you help me out?” It turned out that he could negotiate much better deals when he stepped into his lack of experience.

Polarity Flip

You'd be surprised how often the opposite of something is true, if not more true, than the current limiting belief. "How do I find myself?" → "How do you lose yourself to get an even better result?" Or "How do I succeed?" → "How do you fail your way to $10,000 a month?"

I've made more money by going even longer on webinars in the age of the supposed short attention span.

Utility

Every behavior, whether limiting or not, has some sort of positive function. I love to procrastinate on negative self-talk - I'll get around to it later. If you're just starting, you're fresh. If you've been at it for a while, you're experienced. Afraid? Good, we'll use it. Within fear lies massive energy.

Distraction

Break the preoccupation with the problem by offering a bigger, better problem to worry about. Instead of worrying about whether you can make money or not, the real question is how do you plan on spending all that money you want to make?

Child

Children are the best learners in the world. If we can tap into a child's curiosity, we can solve problems more easily. When you learned to ride a bike, did you worry about what people would think if you fell?

Presupposition

Take the assumption that the problem is always solvable given the right circumstances. When will you know you have succeeded? How soon before your first breakthrough? Before you brush your teeth, write those 500 words.

Language

Word choice can dramatically change the emotions associated with the information being presented. What are the most effective and accurate words or phrases you can use?

Project vs. Experiment. Failure vs Setback. Stubborn vs persistent. Unfocused vs improperly stimulated. Broke vs. Limited resources. Problem vs. inconvenience.

Taking Metaphors Literally

Take symbolic language literally and enhance it. "Sitting on the fence is uncomfortable. It'll hurt your back and may cause hemorrhoids. I just want you to choose a side, either yes or no. But don't stay undecided!"

Directionality

Ask the average person what they want, and they will answer with what they don’t want. The direction is moving away from something. So reframe: “I don’t want to fail!” “What I’m hearing is that you want to find the easiest path to success!”

Absurdity

Magnifying the limiting belief to the point of silliness, causing it to self-destruct. "The world is out to get me." "Yes, I even saw that dog eyeing you suspiciously, plotting your demise."