How I Doubled
A 7-Figure Business
In 63 Days

You cannot get to your desired destination until you first understand where you are. This was priority number one when I partnered with Peter. He had several programs, products, and offers — all high quality — but I knew we couldn't focus on everything. So we had to dive into the business, get clear on the numbers, and figure out what worked versus what didn't.

In other words: what was the 80/20? This is where we begin with every client at 2X. There's always a lot you could focus on, but the only way to build success is to identify the 20% of your business driving 80% of your revenue, opportunity, and growth. We have every new client complete an in-depth survey before we begin for exactly this reason — you need that 30,000-foot view before you can hone in on the "ONE thing."

Once you have a 30,000-foot overview, in most cases it will be obvious what your "ONE thing" is. I've yet to work with a client where it isn't clear at this stage. But committing to it is the hard part — because it means dialing back on everything else, including things you created.

I've yet to work with a single client who doesn't have an over-complicated business model. And I have literally helped every single one of them remove parts of it, not add to it. You have to commit to less so you can focus more. Push past the ego and the fear of letting go — you cannot improve your business model without simplifying it.

When I partnered with Peter, it was no different. He wanted to do it all. But it quickly became clear: the answer was the Platinum level of the Game Changers Academy. We didn't delete everything else — we simply made it no longer our focus. All our thoughts, energy, tracking, and numbers centered on one thing: maximizing Platinum sales. With that simplicity came the ability to scale.

No matter what your business is or how tight a ship you run, you will find gaps, holes, and quick-fix issues after completing steps 1 and 2. Individually they may not add up to much, but collectively they can have a major impact. When we dove into Peter's business, the low-hanging fruit included broken links and landing pages, opt-in forms not connected to any funnel, outdated links in email sequences, and articles pointing to dead pages.

On their own, these were minor fixes. But we were burning money in advertising and losing traffic we'd already earned if we didn't address them first. Think of it as a boat with a leak. No matter how incredible you make the rest of the boat, water will keep coming in. Patch the leak first — then build on solid footing.

We saw a temporary dip in both revenue and email subscribers while fixing the low-hanging fruit — we dialed back ad spend and switched certain funnels off to make the necessary technical repairs. But this short-term step back created the foundation for the giant strides that followed. Do not skip this step.

Once the low-hanging fruit is cleared, focus on the key areas within your "ONE thing" that will create the biggest impact in the shortest time. This requires identifying your leading and lagging KPIs.

• Leading KPIs are the front-end metrics you can directly control — the actions that drive results on the back end.
• Lagging KPIs are the back-end results of those efforts — total revenue, close rate, customer count.

Most people track only lagging KPIs. At 2X, we help clients shift focus to leading KPIs, because these allow you to be proactive rather than reactive. And the key is to choose only a few — not every metric you could track. Your job isn't to fix everything. It's to identify and optimize your 80/20.

For us, the key leading KPI was clear: increase applications from 24 to 50 per week. We directed everything we did after this step toward that single goal. Everyone on the team knew what they had to do each day. Everyone read from the same page. As Peter Drucker famously said: "What gets measured gets managed."

There's no point setting a goal like "50 applications per week" if you then forget to track whether you're hitting it. You measure something so you can manage and improve it over time. And when managing a team, one thing defines everything: accountability.

Coming up with a plan is easy. Making it happen requires constant commitment. A tracking dashboard keeps everyone aligned and accountable — regardless of how many people are part of the process. A lack of accountability is one of the main reasons great ideas fail. It's your job as the leader to ensure this doesn't happen.

For us, a simple Google Sheets spreadsheet updated before our team meetings was all we needed — a weekly deep-dive and a daily huddle for immediate actions. That's it. Before each meeting, everyone on the team knew their numbers, their focus, and what they were working toward that week.

This is often the first thing business owners want to focus on. At 2X, we encourage our clients to save it for last — because great marketing cannot fix a broken product, system, or business model. Marketing helps you scale what works. Unless you have something that works to begin with, it achieves very little.

By this stage, you have identified your ONE thing, simplified your model, cleared the low-hanging fruit, identified your key KPIs, and set up a tracking system. Now you're ready to build the walls — and there's a lot to choose from: webinars, sales funnels, blog content, Facebook Live, in-person events.

For Peter's Game Changers Academy, we knew webinars would work — he'd already used them with success. But we knew they could perform far better. So we focused all our energy on a single marketing event: a weekly live webinar. And rather than creating it once and automating it immediately, we spent weeks tweaking the script, slides, call to action, registration page, and sales funnel — measuring every iteration against our leading KPI.

At 2X, we advocate systems and processes as the only real path to scaling a business so you can work on it instead of in it. But you have to know when to flip the switch. Automate too soon and you sabotage your bottom line. Automate too late and you sabotage yourself.

The right time to automate is when your single marketing event turns over a consistent, growing profit — and you can't squeeze any more improvement out of it.

When our webinar reached that point, we moved fast: we created recurring live webinars, ran two per week instead of one, added evergreen replays, significantly increased Facebook ad spend toward the registration page, and converted the sales funnel into an automated evergreen version. This is where you see the biggest spikes. Small early growth, steady improvement — and then automation hits and the numbers take off.

People tend to assume success comes from big ideas and big innovation. It helps — but most success is the result of a compound effect. Small wins create big rewards. Show me a truly successful business owner, and I'll show you someone who found something that worked, optimized it, and kept improving it bit by bit over a long period of time.

We may have doubled revenue with Game Changers Academy in 63 days, but there were still bottlenecks to address. The biggest: a drop-off between people who applied and those who followed through with a phone call. So we improved the funnel leading into the call, fine-tuned the sales script, and invested more in training the sales team. That's what step 8 is — finding the next constraint and systematically removing it.

When you reach this step, fight the temptation to move onto your next big idea. It's far easier to grow an already-successful product than to build something new from scratch. There's always another bottleneck — and it's this final step that separates the best business owners from everyone else.