scaling systems & launch beards 🧔‍♂️

Remember when you thought that one brilliant idea would dramatically improve your business to success? Yeah, me too. 😅 ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ No longer interested? [Remove yourself here from all my emails.]( Hey , Remember when you thought that one brilliant idea would dramatically improve your business to success? Yeah, me too. 😅 For years, I was convinced that creativity was crucial to scaling. I'd spend countless hours brainstorming the next big thing, searching for that one strategy, tactic, or hack that would help my business expand. I thought I needed to discover something no one else had found yet. Spoiler alert: I was wrong. Don't get me wrong, creativity is crucial. You can't scale a business without it. But after scaling multiple businesses to multi-seven figures and selling them, I've learned it takes more than just big ideas. The real game-changer? Systems. Let me tell you a story that really drove this point home... (By the way, if you're curious about my journey of selling two businesses in two years, I recently shared my startup story on YouTube, see ) Back in the day, every product launch was pure chaos. My girlfriend (now wife) used to joke that I had a “launch beard” because I wouldn't shave for a week straight. 😂 It got so crazy that I'd sleep on the couch with an alarm going off every 30 minutes. Why? Because affiliates needed updates on their stats and leaderboard positions during the final hours of a launch. (Midnight EST is 6 AM here in the Netherlands - talk about dedication!) Then everything changed. I developed a launch system, and boy, did it make a difference. The moment I realized it truly worked was during a launch for one of my products. As the launch was about to start (usually my cue to glue myself to the laptop), I received a call. A stranger's voice: “Your wife has been in an accident.” My world stopped. I rushed to the scene, completely abandoning the launch. For the next few days, I focused solely on helping my wife recover. She was in pretty bad shape, and recovery took quite a while. And you know what? The launch went smoother than ever, even breaking some of my records! All because I had a system in place. Something that would have been unthinkable in the past suddenly became possible. This experience taught me that systems are the backbone of a scalable business. They're not just nice to have; they're essential if you want to scale beyond a certain point. So, what exactly do I mean by systems? I'm talking about playbooks, SOPs (Standard Operating Procedures), or even just a series of steps in your head. The key is that when you follow these steps, they produce a predictable outcome. You don't have to reinvent the wheel every time you do something in your business. Here are a few examples: - Hiring: Instead of figuring out how to find and onboard new team members from scratch each time, you have a proven system. You can follow it yourself or hand it off to someone else on your team. - Product Launches: As my story shows, having a system for launches can be a game-changer. It turns a stressful, chaotic process into a smooth, predictable one. - Promotions: Whether you're running a special offer or a full-blown marketing campaign, having a system ensures consistency and efficiency. - Daily Operations: From bookkeeping to customer service, systems can streamline every aspect of your business. - Personal Productivity: Even things like getting your motivation back or finding inspiration can benefit from a systematic approach. (I'll share my personal system for this later in the email.) Now, here's an important caveat: Systems shouldn't be rigid or inflexible. When I first discovered the power of systems, I went overboard. I turned everything into SOPs and playbooks and followed them to the letter. But that doesn't work either. You need to see your systems as guidelines, not hard and fast rules. The market changes, customer expectations evolve, and new technologies emerge. If you blindly follow the same routines without adapting, you'll eventually lose. For example, if you had a system for running promotions and never updated it, you might miss out on leveraging new tools like AI in your marketing efforts. The key is to have systems in place but to regularly review and update them based on new information and changing circumstances. So, here's my challenge to you: Pick one area of your business that's always a bit chaotic. Maybe it's your content creation, customer onboarding, or even your daily routine. Now, start creating a simple system for it this week. To help you, I'm going to share two examples of systems I use: My Hiring Playbook (Summarized): Let's say I'm hiring for something like a customer support agent, my system can be summarized like this (the exact process is different for other roles like developers or leadership positions). - Craft a compelling job offer that sells the vision and includes team testimonials. Add a “secret” instruction (e.g., "Say you're 99 years old") to filter attentive applicants. - Post the job on specialized platforms (e.g., onlinejobs.ph for Filipino talent) - Create a Google Form for initial applications, including: - Basic personal information and relevant questions for the role you're hiring - Request for a 2-minute video/audio explaining why they should be hired - Review applications after 1-2 weeks: - Filter out those who didn't follow instructions - Score answers based on quality and effort - Send top candidates to round two: - Another form with in-depth, role-specific questions - Include challenges requiring research (e.g., using our knowledge base) - After another week, score round two responses - Invite top 3-4 candidates for video interviews (which has its own playbook with questions to ask etc.) (Hit reply if you want my hiring sheets and forms) Remember, this system is flexible. Adjust it to fit your specific needs and the role you're hiring for. The goal is to create a repeatable process that consistently helps you find the best talent for your team. My Motivation System: Whenever I'm not "feeling it" (resulting in procrastination),  I execute my "motivation system": - Set an exciting but attainable goal - Implement a rhythm of positive impulses:  - Read for at least 20 minutes, 4 days a week (tracked with a habit app) - Listen to inspiring podcasts during commutes or exercise - Surround yourself with like-minded entrepreneurs:  - Meet with another entrepreneur at least once a week for a walk, lunch, or coffee - Exercise 3+ times a week (e.g., running, squash) - Establish a strict morning routine:  - Remind yourself of your vision and goals. - Journaling - Set the priority for the day - Work on the main priority for the first two hours every day AKA build confidence through consistent action. Remember, these systems might not work exactly the same for you, but they can serve as inspiration for creating your own. You might be surprised at how much easier (and more successful) things become when you have solid systems in place. They allow you to focus on the big-picture, creative thinking that truly moves the needle in your business. Talk soon, Wilco P.S. Want to dive deeper into this? I have something special for you. Reply to this email, and I'll send you the actual worksheets and forms I use for hiring. These are the tools that have helped me build successful teams across multiple businesses. Just hit that reply button! P.P.S. Remember when I asked if you'd be interested in following my journey as I start something new? Well, you spoke, and I listened! I've just uploaded the first video in this series: "2 Exits in 2 Years (my Startup Story)". It's the starting point of my new adventure, and I'd love for you to join me. You'll find the link earlier in the email ☝️ [Wilco de Kreij] Thanks for reading ! 🙏 My mission is to give small businesses the marketing power of giants. Inside my emails, you’ll get proven best practices, innovative strategies and real-world tactics that I’ve learned in my businesses. Prefer not to receive these emails? No problem - you can [unsubscribe]( at any time. This email reached you at {EMAIL} because you signed up for my newsletter or purchased one of my products. You can always [unsubscribe]( or [change your details](. Emarky B.V., Gageldijk 21, 3602AG Maarssen, The Netherlands