246: Authority Content: Document Your Magic, Delegate Your Business, and Get Off the Hamster Wheel with David Jenyns

Robert Plank 0:00 Robert Plank Show, episode 246, authority content, document your magic, delegate your business, and get off the hamster wheel with David jenins. Hey everyone, and welcome back to the program. Our guest today is David Jennings. And David's entrepreneurial journey begins back in his early 20s when he sold Australia's most loved sporting ground, the Melbourne Cricket Ground. Since then, his business experience spans from developing and branching real estate retail stores to founding one of Australia's most trusted digital agencies, Melbourne, SEO and video. He's an Amazon Best Seller. He's a lover of processes and procedures, and the founder of system hub. He's recognized as a high achieving entrepreneur, and you'll find many of David's keynote presentations on YouTube, including TEDx word camp and pro blogger, awesome stuff. Welcome to the show, David.

David Jenyns 0:50 Thanks for the introduction, Robert. I'm very happy to be here.

Robert Plank 0:54 I'm happy that you hear it. So just right off the bat, reading your bio, you sold the cricket stadium or the cricket ground. Can you tell us about that story, and what the heck happened there? Yeah,

David Jenyns 1:05 I was actually reading a book called The One Minute Millionaire, and it talked about this guy in the states that sold the Brooklyn Bridge. His name was Paul hartunian, and it was sort of back, I think it was in late 90s. They were doing some renovations on the Brooklyn Bridge, and he got his hands on a whole bunch of the discarded wood, chopped it up into pieces and sold it off as memorabilia. And then I just read that idea or that story, and then was driving past Melbourne Cricket Ground here in Melbourne, Australia. And for those who don't know, we're obsessed with sport over here and Melbourne Cricket Ground is almost like a religious icon. So it's everybody knows it on everybody's lips. And I was driving past they were doing some renovations on one of the stands. And they have really recognizable green wooden, wooden seating, or they used to. And in the renovations, they were getting rid of all of this wood. So I went to the Wreckers, got my hands on that wood, chopped it up into little pieces modeled off what Paul hartunian had done, contacted the media and let them know that a Melbourne man was selling me McG for 1995 and yeah, the rest was history. I just I became the man at the moment, and was on TV, radio, newspapers, magazines, doing interviews. And that was kind of my first foray into the entrepreneurial world. That was kind of my big break. And that was back when I was, yeah, just just out of school. I was about 2021, and that kind of launched me on my journey to be an entrepreneur. Awesome.

Robert Plank 2:40 And what's cool about that is that, you know, you didn't, I mean, you sort of breeze blaze the trail where you were at, but you didn't have to completely blaze the trail because you found this, this, you know, already existing story, this already proven way of making money, and you just sort of tweaked it to your own kind of kind of situation there. And so I think that's the what sort of goes through my head as you were explaining that story is that, you know, there's always all these marketing lessons all around us, and I think that, you know, a lot of people, at least, that I come across, not sure about you, David, but sometimes I'll kind of, I'll kind of talk about some random stuff, or all kind of just, you know, read like non business or non marketing books, or just kind of get myself out there and, you know, just check, just check out something random, and then get some little marking nugget, or get some idea that I wouldn't have gotten if I just kind of stayed in my own in my own space. And so that's sort of what, what I'm hearing from listening to that story that you kind of just picked up on something else that was successful and then adapted it towards what was right there in front of you. I

David Jenyns 3:42 feel like that's the way that I approach a lot of things in business, especially if it's something that I'm not familiar with, or it's something that I'm learning about just getting started about I find someone in that space who's already doing really well at what it is that I want to do, and then you try and, you know, emulate that and model that. But probably the most important thing that a lot of people miss is miss is that the bit of them making it your own. You don't want to just completely copy and follow someone's method. The reason for customizing it and tweaking it and then making it your own is because then you end up owning the success or the failure of it as well. So it's like a really important step, but it's a great way to get started, and looking for those sorts of breakthroughs in different industries from where you operate, and then bring them back to your industry. Is also another really great way to innovate, because some people have done some really great thinking in other spaces, and then you bring that into your industry, and then people your competition, they just haven't seen that before, so it's a really great way to innovate.

Robert Plank 4:43 Yeah, and I've seen all the time, and that's like, like some of us, and I'm sure you've seen this where, like, we take some of the marketing things that we take for granted, like retargeting or an autoresponder, and then go and apply it to some other niche, or even, like, I guess a lot of the innovations we had with men. Sites like, you know, trial payments, or like, you know, re billing, or things like that came from the porn industry. And so it's like, if it's working in one kind of thing, take it and, like you said, Don't copy it exactly, role model it make your own. And that way you're sort of taking that risk that if it doesn't work and it's on you, but you can figure out what you did wrong, and if it does work, then guess what? Because you kind of took that risk and made it your own. Now you have total ownership of that. And so you sold the Melbourne Cricket Grounds. And then what happened in your journey? Like, what was the next thing that kind of the next big life event there? Yeah,

David Jenyns 5:33 I just got out of school around that time, and I was wanting to make as much money as I could. So I thought I'd go where the money was, and I wanted to learn about the stock market, so I took out a really big loan, or at least it was big for me at the time, 5000 because I'd just come out of school and didn't have any money. And I did one of those weekend learn how to trade the stock market courses. You know, you'll be a warren buffett by Monday morning. So that's how I thought I was going to get started. And then I very quickly found that to make money in the stock market, you really needed to have a trading float, you needed to have money to trade. And all I had was this big debt, and I was living at home with my mom in a two bedroom flat, so I went to work in a supermarket to pay back that debt. And I continued to be involved in that trading community, and realized that I was quite good intuitively with a particular charting package that a lot of people seem to have trouble with. So a friend and I, we teamed up and we wrote a study guide for that particular software package, and then we started selling that, and I sold it well to our immediate community. And then the other lesson that I had is just because you've got a great got a great product or service doesn't necessarily mean that the world is going to beat a path to your door. Sure, it sold well to our immediate community, but beyond that, no one really knew it existed. So that's when I kind of recognized, well, I've got to learn more about marketing. And that's kind of really what set me on my journey, and my path was to learn marketing so I could learn how to sell this particular home study course that we'd written on this stock market education course. So that's kind of where I got started.

Robert Plank 7:12 Awesome. And I like that story a lot, and I think it reminds me of a lot of other entrepreneurs where it's like they didn't just learn marketing, just for the heck of it. They learned it because they they had a little bit of success, and knew when they were hitting a barrier and sort of had this specific problem that they had to solve. And I think that there's a lot a lot of really cool stuff in that, in that story there, that, like number one, you got a job at the supermarket to pay down this debt. You did something practical for now that paid the bills for now, while you were, while you were building, building that business and that, that makes a lot more sense to me. Like you always hear about, you know, people, they'll have a job they don't like, and they'll just kind of quit the whole thing and then go all, all in on the business. And, I mean, what are your thoughts on that? Like, what, which method do you prefer? Do you prefer? Like, someone should quit and go all in or kind of keep both paths going until one pays off.

David Jenyns 8:06 It depends on the individual and depends on if you've got, you know, the basics covered. At the time, I was living with my mum. I had a roof over my head. I had food on the table. I didn't really have much downside risk there. So it was easy for me to go all in, and if things didn't quite take off like there wasn't that far to fall. If I was, you know, married with kids, and I had a mortgage and I had obligations, then it would be different. So every set of circumstances, you kind of have to weigh it up on where you are, there's definitely something to be said for burning your bridges, but which can't be stupid, stupid about it otherwise as well. So that's one thing. I actually enjoy reading biographies of different entrepreneurs, things like the Jobs book and losing my virginity with Richard Branson. A lot of these biographies, when you read them, they all have their own path. Not. None of them are exactly the same. There might be things that they've picked up and learned on the way, and they've, you know, customized it and made it their own and and that's kind of been part of their journey and their story, but, but it's always very unique. So you do have to find your path, and it's quite hard to give, you know, very prescriptive things. I can tell things that have worked for me, but that's through my lens and my model of the world, and comes with all my biases as well,

Robert Plank 9:31 right? I mean, and fair enough. So everyone needs to choose their own path, basically, depending on your personality, where you are in life, your age, other commitments. So it's, it's like, then that's really good to hear that like, we can't, we can't necessarily find someone we like and try to, like, ride their coattails or try to exactly copy it. We're all sort of on our own, on our own pastor, and we kind of pick up what there is to sort of pick up. And so, so you, so you mentioned that. Okay, so you have this initial six. And you made you sold the cricket ground, and you and your friend sold the study guide and all that kind of stuff. And so then you realize you had to learn marketing. And so what was kind of the next step for

David Jenyns 10:12 you there after I started to realize that I looked into some of the classic direct mail type marketing stuff, so I studied from your Dan Kennedy's, Jay Abraham, some of those early pioneers in there. And then that kind of evolved into the online space. And then I started to learn about online marketing. And you know, some of the early people that I was looking at when I got started with, like the Corey rudol and Yannick silver, some of those guys that have been around the traps for a very long time, and then I haven't defined for me an opportunity. I felt like, oh yes, he's something that I could do really well, which was Search Engine Optimization. There's that window for opportunity when Search Engine Optimization was really easy and it was you give an SEO $1 and it's like he was an alchemist. He could turn it into five. And I got really good at that space. And, you know, we started to dominate in a very competitive industry like the stock market, education space is really competitive, and then we've had to evolve and adjust over time, like there were actually some changes here in Australia, with the Australian financial law and my business partner headed in one direction, and I headed in the other because you they required you to have a certain level of licensing to sell some of the products that we were selling. But I built up a pretty significant team at that point, a marketing team of SEO and graphics and video that we were using to market our different products and services. And then that's when we pivoted and started up a digital agency, and it started off with SEO, but in the digital landscape, you really do need to be able to quickly adjust and see what's happening. And you know, we became really strong in web video. And I try and look for these opportunities where there are these windows of, hey, you know, we've got a rising tide here, and you can jump on this particular thing, and whether it was SEO or video or Facebook advertising, in those early days, being a pioneer in those spaces, you can actually get some attention very cost effectively. So you start off getting your attention, and then you you deliver great content, and that's enough to get people to engage with you and your brand, no matter what it is that you're selling. And then, if you do that long enough, over a period of time, they start to trust you, and then it becomes much easier to, you know, introduce products and services and things like that. So I take this, this mind frame, no matter how I'm looking to market something, it's about thinking about getting attention. And to do that, you have to think about where is your target market actually hanging out and where is the most cost effective way for you to get your message in front of that audience and something that's really easy for them to jump on board with, something that they want to find out more about, that they want to, you know, not saying it directly, but they get into your funnel because, because it's something that they want to find out more about. They they opt in, they give you their name and their email address, and then you can continue to engage with them. So now I see that's what we do as a digital agency, is identifying the most cost effective places to get that initial message in front of the audience, to get them into the funnel.

Robert Plank 13:38 And you know what, as you're explaining that it's sort of making me, is making me think back to when, when you and your friend had the studying, the study guide, about the the charting package, where it's like there was some of those same ingredients there, just as far as, like, the rising tide and knowing what's going to be big and and, you know, finding that need and drilling down and becoming a specialist In this sort of area, and not being like a one size fits all, but saying, like, okay, out of out of all these things that are happening, all these things that are new, where are people getting stuck, let me get really good in one specific kind of area, and then, and then sort of solve that, that problem, whether it's that specific charting package or it's web video or whatever it just it seems like this is a pattern with sort of your thought process.

David Jenyns 14:20 Yeah, it's good to get that outside perspective. Sometimes, when you're in the thick of it, and I look back across that entrepreneurial journey, it almost looks like it at the in the moment, it felt linear, but looking back now, it actually, you know, the different businesses I've been involved in it looks quite non linear, but the thought process, you know, you're stuck in the thick of it, and you don't get that perspective. So it's good to get that outside perspective, to get kind of the insights that's that's one thing that I try and do now as a business owner and involved in different businesses every time I get. Into a new business. Now it's like each previous business has taught me something, and I've come up with almost like a set of rules now that I look for or that I have when, when moving into a new business that increases the chance of me having success in that business. So making sure that you know the business has recurring revenue, making sure that I'm not dealing with big government agencies or schools that are very slow moving, making sure that the target market actually has money to spend on your products and services. And it's almost like, yeah, you pick up these different rules, and that then enables you, when you move into business, to actually start to identify what are the good opportunities and what are the ones worth following, and when does it make sense to pivot awesome,

Robert Plank 15:50 and I can completely relate to that just that, when you're sort of in the moment, when you're dealing with the day to day stuff of, you know, trying to get some customers, or trying to, like, you know, perform the service or run some ads or whatever, day to day, it just kind of feels like the same stuff. But then you look back and you realize, oh, there was, like, a bigger picture here. There were some things that I did that didn't go so well, other things that I did right that I should kind of keep going. And even as you were listing out those sort of rules you have, they almost sound like common sense. But then it's like, well, like it sounds common, like common sense in hindsight, but it's like a lot of us, I think, sort of get get too drawn into maybe we get too emotional about something, or we think like, oh, well, this is going to be like this, this big, huge payoff, even though we kind of let emotions take over. So that's really interesting to me, that out of you know, all these business adventures you've had, you sort of develop these kind of rules in your head so that way you can make, you can make these better decisions. And so, so you have this, this SEO agency. And then one thing that you and I kind of talked about before we started rolling on this, on this episode, was that you have some sort of interesting case studies, and what, uh, one company that I recognize that you've worked with is called WP Elevation. So can you kind of tell us about, you know, that particular client, a particular case study, and then how you made their business super awesome?

David Jenyns 17:13 Yeah. So one thing I've been developing in all of these different businesses is a method I call authority content, and I used it and kind of stumbled into it in that stock market education niche way back when, and it's been evolved and chiseled away each different business. And so the way that we ended up working with Troy Dean and W elevation was actually very early in the authority content, like I was applying it, but I didn't necessarily have a name for it yet. And he was speaking at a word camp event, and so was I, and they had a speaker's dinner, and I sat down next to him, and we started talking. And I talked through this idea of taking content like batch recording, capturing a whole lot of content in one sitting and then taking that, chopping it up into little pieces and repurposing it. Now we're kind of going back well over six years now. This is kind of early days before anyone was kind of really talking about this sort of repurposing and taking, you know, splitting out the audio, getting something transcribed, giving the transcription to a ghost writer, getting that turned into articles. And we talked about this idea with Troy. And then he, you know, ruminated on it for a while, and then did a presentation. I can't remember the exact name of the first presentation he did. It was around, like, 101 ways to improve your WordPress consulting business or something to that effect. And he created this presentation and then chopped that up into little pieces. And the little pieces, you know, became little one and two minute type videos that helped, you know, just, just one of those. And then he turned them into blog posts and repurposed them. And it actually became the front end, sort of driving of, you know, and converting leads into his business. And he ended up sticking on that, that one particular method for, like, I think it was, it was, it was well over a year. It would have been a couple of years that that was pretty much his sole lead magnet, and just repurposing of that content. So he got some wins that way, and we kind of kept in touch. And as I started to develop this idea of authority content, and turn it into because my mind is very systems driven, like that comes from my stock market education days, I always think about, you know, trading systems and how do you break things down into a process so it's replicatable. So I developed authority content further and keeping in touch with Troy, we ended up running a one day master class for his WP Elevation people. We did. Here in Melbourne, where he ran a one day event, and we batched all of that content creation. He sold enough tickets for that event to cash, have it cash flow positive from my team at Melbourne video production to come in and record that event. He his whole purpose wasn't necessarily to create a whole lot of cash off that first event, if he covered his expenses, that was fine for him, because on the back end of that we then created a product. Now that product, he turned into a home study course and became the, you know, a real it was the first master class that he had run for WP Elevation and helped him document his processes and procedures for the way that, you know, he delivers his service through to clients, and then that became a real foundation of what he sold. Now, he after he created that product, or we got the recording, we turned it into a digital product, and he went back to his audience and all the people who couldn't attend the event, he sold them the digital recordings of that now on that second sort of phase of authority content, he then ended up selling because he did one of those little like a five day cash machine, or a four day cash machine type thing, where he just did a little promo for it. He made 11 grand off selling that product. And then he went on to then take that product and then chop it up into pieces, you know, repurpose it, you know, audio, video, and then syndicate it around the web so, and now that becomes a massive traffic generator. So the authority content process. It's a three step process. It's present product and promote you first think about how to batch create a whole lot of content that helps to answer your prospects biggest questions and things that are going on in their brain, things that are interesting to them, particularly at the moment, just prior to them making a person purchasing decision for your product or service service. So you you create that that content right up front. And the reason you do it in like some sort of event format is it just forces you to do it in one take. It gives you a positive constraint that forces you to actually do it. You kind of pass the point of no return when you know you're going to have a handful of people in a room. So that's kind of that step one. Then you move to step two is then you might turn that into some product that you sell, or maybe it becomes an upsell or a down sell, a cross sell for people who you know either want to work with you or aren't quite sure, and really puts a value on that information that you're putting together. And then the final stage is then to take that, chop it up into little pieces, and the Promote stage is then we repurpose the heck out of it, and one day's worth of content can very quickly turn into, you know, 160 200 pieces of content that could then be dripped out over a period of three or six months. Not only that, the entire process beyond the presentation component, can be systemized. And that's what we've done, where once an event is run, the actual chopping up and syndication actually can happen hands off from the business owner. So for the competition, looking at this business, they go, how the heck are they creating so much content and doing it so consistently? When most business owners struggle to get one blog post out a month. You know you can be putting out a few content pieces a week and do it consistently over a period of time. That's the way to really dominate in content marketing, where most people struggle. And that's that's really what authority content is about. And it's, it breaks down that process into a very step by step, actionable steps.

Robert Plank 23:42 Awesome. I mean, there's, there's a lot of good stuff in there. And what I like the best about the way that you've laid out that whole system where you know, if they, if they present this content at a live event, and then, as you said, they can, they can hand it off and have someone else chop it up. It's like, it's like, the that content that gets marketed, that stuff that gets chopped up is in that business owners real voice. It's not just something where they, like, bought some articles or hire some ghost writer. It's like saying the stuff that they actually said. It's in their voice. It sounds like them. It matches up with their own marketing and their own products and stuff like that. So I mean, and pretty cool stuff. And I like also that it's part of a live event. And, I mean, can you maybe talk about that a little bit that just like, there's like, there's something, I don't even know what it is, and I'm sure you do, just like, there's something about, like, presenting something live, whether it's on a webinar or on stage, like, for whatever reason, it's like you're more, like energized, or your content is somehow better. So, I mean, why is that? Do you think? Yeah, so

David Jenyns 24:39 there's a few things there for running the live event. There's actually quite a lot of unintended or you don't necessarily recognize the benefits that you get from doing it until you've done it, because you can be capturing testimonials on the day, you'll be getting photos of you up there. Helps with your positioning. If you're in a you know, if you're educating, you're automatically seen as an authority. So, so the type of content that we're creating is that authoritative positioning, and as you mentioned, it retains the voice. That's one big thing we found with our digital marketing agency. The further that the content creation got from the business owner, it lost the voice. And you see this all the time, where people are getting low quality articles written off in countries where English isn't their first language and it just doesn't mesh. Sure someone might come across it, but it actually probably does more harm than good, because it's a bit of an embarrassment if anybody actually does read it, whereas this particular method. It really maintains that. And when you're up there presenting it, most people, a lot of people, they say, you know, will fear public speaking more than they do death, and for that reason, a lot of your competition won't do this. And that's a big opportunity, and that's what creates that opportunity for you to kind of step up? And if you're speaking about subject matter that you know, if you're doing this day in, day out, you're delivering your products and services through to your clients, you know the questions that are going on. You're talking about this stuff. And while you might not recognize the knowledge that you're sitting on, there's actually quite a lot of information that you just know intuitively or without even thinking about, because you do it day in and day out. So if you set up the frame right, and you plan out what you're going to present, and it doesn't need to be a big event with, you know, 100 people in a room. It could be literally five or 10 people. It could be your staff. You could do a staff training day. And it doesn't need to be like a traditional workshop, in the sense that everybody's sitting down in lined rows with notepads. It could be like the cosmetic surgeon that we worked with here in Melbourne, where it was in the doctor's studio. They were sitting on one of the chairs. They had a little PowerPoint up, and they were talking about, you know, what are some of the considerations for cosmetic surgery? What are some of the risks and what do you need to be thinking about, so that that presenting through to an audience really, actually causes you to rise up because you you're I don't know exactly what happens, but there is a different sort of energy when you're presenting to someone. I've seen it time and time again, where I'm trying to do a webinar with someone, and, you know, it's just you talking to the webinar. Or, because we've got a video production company, I have people who come into our studio, book out a studio for half a day, and it's just them and the camera, and they're trying to do talking head, and they'll spend a whole day to create two videos because they're trying to get it just right. And it's very different when you're doing it in front of the audience, and then that different energy out of a full day, you might get 30 or 40 videos, and you just roll with it, because you're in the moment. So it's, yeah, it's something that you can't really articulate until you experience it. And once you do, you just have that light bulb moment, and you get it. And now for me, that's probably one of the best ways that I try and create content

Robert Plank 28:15 awesome. And as you're describing that, it sounds to me like, like, if you're, if you're on camera or you're, you're actually helping people like you said, even if it's just like a few staff members, it's like, you're, you're in like, performer mode. And then it also makes me think back to, like, sometimes on on TV and things like that, they'll do, like an interview of someone, and they'll cut out the questions, so it's just like, you have this person answering things. And you can tell it's very clear, like, what the question was and what they're answering, but it's like, they're, they're more like, they're more lit up or something, they're more, you know, awake, because they're, they're answering these questions. So I mean that that makes a lot of sense. And then so, so, so far, we've talked about Melbourne SEO services.com, and authority content.com before we, you know, wind down and send people someplace. I'm really curious about this other company you've created called systemhub.com so in these last few minutes, can you kind of tell us what system hub is all about?

David Jenyns 29:10 Yeah, so you know how, at the start, I was talking about some of these big breakthroughs that I have every time I start a new business, and when I find a competitive advantage, I actually make it part of the way that we do business. So for example, okay, I identified SEO as an opportunity. Okay, well, let's build a company around SEO, because then it forces me to get really good at that, and then we dominated in that space. Okay, now I recognize that video was a competitive advantage for us, because most people wouldn't get behind it, get in front of a camera and make that type of content so and I knew now, seeing where things were going online, that you needed to have content to have an SEO strategy. So it kind of went hand in hand. So we set up a video production company. Now, most recently, my biggest breakthrough is around. Systems and processes. I realized, and this comes from my stock market education days, that every business really is just built on a collections of systems and processes, whether they're documented or not. There is just a way that you do what you do, and if you can document that process and start to plug people behind you and be able to delegate certain tasks and responsibilities in your business to other team members. That's actually the way to get off the hamster wheel. As the business owner, we start a business thinking, I'm going to start a business because it'll give me freedom, and I'll be able to, you know, build up a business that works without me. But the reality for most business owners, they find that they're just working harder than ever. They're doing, you know, 60, 7080, hour weeks, just because they're stuck on this hamster wheel, doing, doing, doing, doing, doing. And for me, I found the breakthrough to get off that hamster wheel. And it's kind of intuitive. You go, Well, I can't do it all myself. I'm going to need other team members to help me out. And so people have that breakthrough, and they think, Oh yeah, well, I'm just going to go hire more staff. And anyone who's done that then really quickly recognizes that sometimes just hiring more staff, all it does is create more problems, because now you've got more fires to put out as you're fixing their problems, so that the step actually that has to happen before that, or around that same time, is you need to start to document the way that you do, what it is that you do those systems and those processes. Because with that in place, then when you hire staff, they know how to deliver to a certain standard, and you can have the confidence that you're delivering consistent results and consistent value through to your clients. And once you do that, that that is actually the secret, the step to remove yourself from the day to day operations of running your business, and actually gives you the space to start to do what Michael Gerber, the author of the E Myth, talked about, which is working on your business rather than in your business. And for me, I had that light globe moment. And this was going back probably about four or five years ago, when we went all in on systems. And now I just view business as a collection of systems. And if anything ever goes wrong in business, it's not a the fault of the person. It is the fault of a system. Okay, maybe you've got an average team member, okay, well, that means that you have a bad recruiting process. Okay? You have a client who's not paying their invoice, okay? That means you have a bad process for the way that you're following up debtors you. You have a, you know, clients expecting too much when they start working with you. Okay? You have a bad client onboarding process that outlines the expectations of what they can expect. So now I always look at business and problems that are going on as just problems with systems that can then be solved with systems, and this is the same across the board with every single business under the sun. So we decided to build a business around systems and processes as a way for for me to get world class at systems and processes. So we developed a software as a service company, and we built a software platform that houses businesses standard operating procedures in the cloud. It's called system hub, and really authority content, which is the book that I wrote, is just one of our systems, one system that's our marketing system. That's the way that we generate a whole lot of leads and help to pre sell them and convert them, so by the time they chat with a sales person, they're ready to actually go so but, but you need to have those types of systems and processes in every part of your business. You should have systems and processes around your accounting practices. You should have systems and processes around your HR practices, you should have systems and processes around just the way that you handle technology. So there's a lot of different things, and that's really the new direction that I'm heading in, and it's actually become my focus because I built up Melbourne SEO and Melbourne video to be systems run businesses. So they now run without me, and it enabled me to free me up to work on this, which is a bit more of a passion project, and I'm working on this business while my other businesses are running themselves. So that's kind of like my center focus at the moment. Awesome.

Robert Plank 34:35 So there's lots of good stuff in there, but I completely agree with with your philosophy there, that at first there might be, like, some of the those intangibles, or some of that own magic, or people might be not really knowing what's really making the money. But once you have, once you're scaling, and once you figure out, like, you know what's making money, then it's time to sort of document those systems and figure out what you're doing right that way, you can repeat them consistently and sort of remove yourself. And then. Move on to whatever the next sort of, sort of passion project is. So, man, we covered a lot of ground today and talked about a lot of fun stories and a lot of interesting life and business lessons. And so if everyone wants, if people want to know about you know who this Dave Jennings guy is? Where is the site, or the sites or the books, or, like, just where in general, should people go to find out more about you. Yeah, look,

David Jenyns 35:22 there's probably two places I'll recommend. One is authority content.com, and from there, you can just head over to Amazon and get yourself a copy of the book that'll really help to outline my marketing process. And more than that, it'll kind of give you a deep understanding of the way that you want to be developing these systems and processes in your business, and if you want to kind of see what I'm up to currently, and then you can head over to systemhub.com that's kind of where I'm creating all of my newest content, and that's where a lot of my new thinking is going. And then on both of those sites, you'll find links to my YouTube channels, and if you've got questions, you can hit me up on Twitter, you know, just at David Jennings, and I'll do my best to help or at the very least, I'll point you in the right direction.

Robert Plank 36:07 Awesome. Very generous of you. So everyone should go right now to authority content.com, once you're there, don't even think about it, just grab the book. And that's a great starting point. And then to see what David is up to lately, also head on over to systemhub.com, and then from there, and from those websites, you can find David's YouTube and his Twitter and all that cool stuff, but the main sites are authority content and system hub. So thanks so much, David for stopping by the show and sharing what you had to share with us. And I had a lot of fun. I hope you did too, and I hope our listeners got a heck of a lot out of today's episode. So

David Jenyns 36:39 thank you, perfect. My pleasure. That was fantastic interview. Really appreciate it.

Robert Plank 36:43 Check out all of David Jennings websites and companies at Robert plank.com forward, slash, 246, I'll see you. There. You.