Codifying your knowledge into intellectual property (IP) is a crucial step for scaling any business, but what my guest Mo Bunnell shared in this episode completely changed my perspective on how to do it and the incredible impact it can have. Mo, author of Give to Grow and founder of the Bundle Idea Group, has built an astonishing career training professionals at some of the world's most prestigious organizations. He walked me through the evolution of his IP, from humble beginnings to the sophisticated materials he uses today to secure multi-six-figure contracts. This isn't something he typically breaks down publicly, and I was genuinely surprised by the tangible examples and actionable steps he provided for transforming a service-based business into an IP-driven powerhouse.

Timestamps:

00:00 Introduction

02:29 Codifying your system in a weekend

05:07 From intuition to framework: creating IP

08:00 The evolution of training materials

11:20 Essential elements of effective IP

18:30 The economics of B2B and corporate clients

21:00 How to get your first pilot clients

26:00 Overcoming B2B objections

29:00 Translating B2C IP to B2B corporate world

31:00 Identifying high-leverage industries and roles

34:00 Lowering the bar on perfection for B2B

37:00 Lead magnets for decision-makers vs. users

41:40 Advanced lead magnet strategies

45:20 The power of public workshops

49:40 Scaling beyond yourself: travel and certification

52:45 Michael Hyatt's Business Accelerator growth

56:00 The annuity effect of corporate training

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Kit: https://www.kit.com

Follow Mo:

LinkedIn: https://www.linkedin.com/in/mobunnell

Bunnell Idea Group: https://bunnellideagroup.com

YouTube: https://www.youtube.com/channel/UCd0dvX8kfxF_MMz6IZT17kw

Give to Grow: https://bunnellideagroup.com/givetogrow

Featured in this episode:

Kit: https://www.kit.com

The Snowball System: How to Win More Business and Turn Customers into Raving Fans: https://www.amazon.com/Snowball-System-Business-Customers-Raving/dp/1640950343

Unreasonable Hospitality: https://www.amazon.com/Unreasonable-Hospitality-Remarkable-Giving-People/dp/0593418193

Highlights:

01:04 – How Mo started codifying his IP

04:08 – The power of IP to scale a business

11:22 – Four components of world-class IP

18:49 – The "this changes everything" B2B opportunity

37:04 – Lead magnets for buyers versus users

43:09 – James Clear's strategic review request

56:00 – The annuity model of B2B corporate training