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Building a High Performance Culture with Wayne Mullins

Hi, Profit Designers! As we at Tap the Potential gear up for a number of special, upcoming projects, we’re taking this time to bring you some of our most popular episodes from the vault! We hope you enjoy it, and we’ll be back with new episodes for you very soon!

Vision, mission, and values. Holding yourself accountable to the same standards of performance as those around us. Differentiating between your normal, and someone else’s. All this, and more, as Wayne Mullins joins Dr. Sabrina and Mike to discuss “Building a High Performance Culture”.

As someone who hates structure, Wayne found it liberating and found that it allowed him the head space to not worry so much once he learned to become more rigid and structured in his personal life. There’s a ton of wisdom to be heard in this podcast, you don’t want to miss any of it! You will probably want to listen to it a few times!

Wayne Mullins is a passionate entrepreneur committed to creating remarkable experiences, and building a team at Ugly Mug Marketing that produces extraordinary results for their clients. He has been called “the guru’s guru,” as he regularly called upon for advice from Inc. 500 CEO’s, New York Times Best Selling Authors, to Silicon Valley startups.  However, his passion is helping entrepreneurs challenge their assumptions, create value from places they’ve never looked, and having more freedom than they previously believed possible.  He has worked hands-on with clients in over 100 different industries, and from every corner of the globe.

Ugly Mug Marketing, which Wayne founded 10 years ago, has won the praises of some of the leading influencers in the business world, such as, Neil Patel (Founder of QuickSprout & Kissmetrics), Chris Voss (New York Times Best Selling Author of Never Split the Difference), and Ari Weinzweig (Co-Founder of Zingerman’s).

Wayne’s work directly influences more than one hundred thousand entrepreneurs annually through his blog, books, and training programs.

Profit by Design is a Tap the Potential Production in collaboration with Small Business Consulting Group.

Show Highlights:

  • Wayne explains the concept of “context switching”, a concept from Todd Herman, who teaches a program called The 90 Day Year. Concept switching is when you’re working on a project to be completed within a specified block of time, but something else comes up that needs to be addressed. So you switch over to that, and when that fire is put out, you jump back over to the project. After a period of time, you realize that you haven’t accomplished anything because you’ve spent so much time jumping back and forth.
  • In the middle of the switch, there’s another concept called “Attention Residue”, as explained by author, Cal Newport in Deep Work. Attention residue is the lag between jumping from working on the first project to jumping into working on the urgent situation. Attention residue takes time, energy, and effort between working on those two contexts, and is detrimental to productivity.
  • Wayne is an avid reader and researcher, and often borrows ideas that he finds particularly compelling, and gives as much credit to the author or originator as possible.
  • Vision, mission, and values: if you don’t prioritize and make time, energy, and effort for these, then it directly impacts and influences the culture that you create.
    • Vision: where you’re going, and where you want to end up at in some point in the future. Looking 3 years into the future helps you set the destination of where you want to get to.
    • Mission: the plan of action. What are we going to do to bring that vision to life? That’s what drives and motivates us.
    • Values: core principles, the things that we believe in and that will stand as guideposts along our path, to ensure that in the pursuit of our vision, we aren’t losing our way. We’re staying true to the course that we have set out.
  • Feeling like you have to go back to the basics, back to square one, is one of the biggest frustrations of the entrepreneur.
  • Very early on, Wayne had the pleasure of coming into contact with Ari Weinzweig, Entrepreneur and Co-founder of Zingerman’s Deli. In a personal conversation, Ari divulged that he considered himself the “CRO” of his company. When asked what that meant, he explained it as “Chief Reminding Officer”, as he considered it his responsibility to constantly remind his leadership and his team about where they were going, why they were going there, and why it was important.
  • Dr. Sabrina explains that not only do they have immutable laws at Tap The Potential, they also have General Operating Principles, as inspired by Josh Fonger, of Work the System.
  • Wayne discusses the Enneagram of Personality profile and the nine different personality traits, as discussed on the Andy Stanley Leadership Podcast.
  • The nine different personality traits are nine NORMALS. Wayne was struck by how what’s normal for him is not necessarily normal for someone else on his team.
  • The difference between intentions and actions, as Wayne heard on another episode of Andy Stanley’s Leadership Podcast, is that we judge ourselves based on our intentions. We judge others around us based on their actions. Where we might give ourselves a pass because we intended to do something but didn’t, we judge others based on they didn’t get it done today, and why didn’t they get it done today.
  • Wayne shares an unsettling story about Dan Kennedy, and the impact it had on him to do what he says he’s going to do, and when he says he’s going to do it. The actions that we take every day, or the actions we don’t take every day, is what builds our lives, our businesses, and our careers. Wayne explains his takeaway from Marshall Goldsmith’s book, Triggers.
  • Measuring performance and bringing balance to opposing forces.
  • “The Field of Play” concept by Charles Coonradt, in The Game of Work.
    • Terminal out of bounds – stealing, lying, cheating, etc
    • Operational out of bounds – things that are more infractions. You’re out of bounds but you’re going to get a warning, and need to step back into bounds
      • Wayne mentions his own “Ugly Mug Expectation Guide”, that applicants review during the hiring process.
    • End zone – where you want the employees to get to
    • RRR (Results to Resources Ratio) – Goal Setting / Performance Measurement System
  • John Doerr outlines another form of Goal Setting / Performance Measurement System, called OKR (Objectives and Key Results), in Measure What Matters. John happens to be one of the first investors of Google!
    • Profit goal
    • Fulfillment or service goal
    • Future work goal
    • Creates a peer-to-peer accountability
  • Wayne outlines his various meetings structures.
  • When you set goals for a year’s period, it’s so far in the future that we tend to delay and put off until it’s too late to make progress toward those goals to actually reach it by the end of that year. In The Twelve Week Year: Get More Done in 12 Weeks than Others Do in 12 Months, by Brian P. Moran, Brian says that you should treat every 12-week period as if it were its very own year. Your question then becomes, what can you accomplish within the next 12 weeks?
  • Here’s why you want to encourage healthy conflict!
  • Considering the costs of hiring A-players – it’s not an expense, it’s an investment.


Links and Resources:

Download Your Free Workbook: How to Make Your Time Worth $10,000 an Hour

Register your A-Player team members for Tap the Potential’s Leadership Bootcamp

About The Author

Dr. Sabrina Starling, The Business Psychologist and international best-selling author of the How to Hire the Best series and The 4 Week Vacation™, is the founder of Tap the Potential and host of the Profit by Design podcast. At Tap the Potential, we work to free business owners from the constant demands of a growing business.

We believe work supports life, not the other way around. Clients in our Better Business, Better Life coaching program have more time for what matters most and more money in their bank account than they’ve ever had. Next, we send them off on a 4 Week Vacation™ to celebrate their hard-earned journey to take their life back!

Dr. Sabrina and her team at Tap the Potential are on a mission to change the story of entrepreneurship from one of long hours, grinding it out, to one of sustainably profitable businesses that support and enhance life. The Tap the Potential Solution™ and our Tap the Potential Family of Business Owners are disrupting small business as usual. We are on our way to making the Tap the Potential Solution™ the mainstream model for growing business.

By 2023, 150 Tap the Potential clients will have taken 4 Week Vacations. These are the trailblazers, role modeling what’s possible for entrepreneurs. In many entrepreneurial circles, it is becoming more and more common for one entrepreneur to ask another, “Have you taken a 4 Week Vacation™?” (as opposed to asking “How many employees do you have?” or “What is your annual revenue?”). Taking a fully unplugged 4 Week Vacation is rapidly becoming the recognized symbol of entrepreneurial success.

Never one to accept the status quo or back down from a challenge, Dr. Sabrina’s How to Hire the Best series grew from her desire to solve the toughest hiring challenges interfering with her clients’ growth and profitability. What sprang from her experience working with entrepreneurs in rural areas catapulted her into becoming the world’s leading expert in attracting top talent in small businesses—no matter what hiring challenges those businesses are facing—and earned Tap the Potential’s reputation as the go-to resource for entrepreneurs committed to creating Great Places to Work with thriving coaching cultures and highly engaged team members working from strengths.

As The Business Psychologist, and with her years of driving profit in small businesses, Dr. Sabrina knows what it takes to find, keep, and motivate exceptional performance out of your biggest investment—team members.