How To Productize And Systematize Creative Services & Build A 7 Figure Business

The 3 steps to double your client capacity without working more hours. Greg Hickman is the Founder and CEO of AltAgency.com - a coaching and training company that teaches agency owners how to grow and scale their business by getting paid for their knowledge and using technology to simplify their operations.
What Is Productize?
"Productize" refers to the process of developing or altering a process, idea, skill, or service to make it marketable for sale to the public. Productization involves taking a skill or service that has been used internally and developing into a standard, fully-tested, packaged, and marketed product. For example, a consultant might productize their expertise by creating a product or service based on that knowledge. However, productization is not the same as the production of a good or service.
Notes from the show:
www.dropbox.com/s/ov0qubp16z5...
Website: altagency.com
KZbin Channel: altagency.com/youtube
Instagram: / gregoryjhickman
Free Training: How To Productize and Systemize Your Agency: altagency.com/workshop
7:00 - How we are currently doing things with clients
13:00 - Serve more people while working the same amount
15:00 - The capacity progression
18:00 - The fastest way to get to 7 figures is to focus on the 5 ones
20:00 - Productization
25:00 - You’re not an agency
28:00 - Automate the tasks like chipotle*
31:00 - Identify scale factor
33:00 - Focus on the priority of the business versus the last thing
40:00 - Tow to train your client
45:00 - Turning a 3 week delivery into a 3 day delivery
57:00 - The hybrid agency plan. Training (pt 2 train your client)
1:08:00 - How designers can automate their process
1:14:00 - How do you systemize things for the motion design industry? Automate sales process, onboarding campaign, *reusable assets
1:23:00 - How did your creative team handle the change
1:35:00 - Recap
Books mentioned:
Million Dollar Consulting
amzn.to/3aYJnOs
Built To Sell
amzn.to/2yM4QvO
===
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Host- Chris Do
Cinematography- Ricky Lucas, Jona Garcia
Live Editor- Jona Garcia
Editor- Ricky Lucas, Jona Garcia, Stewart Schuster, Mark Contreras,
Social Team: Elle Money, Alex Burlui
Futur Theme Music - Adam Sanborne www.adamsanborne.com
Typefaces: Futura, DIN, Helvetica Now, Calibre, Knockout, Champion Gothic
Futur theme song- Adam Sanborne

[@thefutur]

Check the show notes for access to the whiteboard/notes from Greg in addition to the free resources.

[@dumuniz]

I've been watching The Futur's content for 4 years and this is definitely on my top 3. Great conversation and dynamic!

[@rudeesade]

Super curious what the other 2 are :)

[@wasiuraji5550]

The best duet ever on business automation, totally new perspective to business processing, thanks gentlemen.

[@gregoryjhickman]

🙏🏻

[@dashactivateonline2628]

We agree with you Wasiu! 🙌🏽Chris is FANTASTIC as always, and Greg Hickman has been a fabulous addition with so much great insight.

[@gregoryjhickman]

@@dashactivateonline2628 Thanks!

[@fredricklee]

Another great Master Class featuring Greg and Chris. Note, if you are going to be a presenter, make sure your stuff is 💯 to avoid being clowned by Chris 😂. I definitely liked Greg’s comment about ‘stop selling the yacht and start selling the life raft’. In my line of work (e.g. compliance), it amazes my how many organizations pay an arm and leg for the execution, but not on how to avoid the issues that got them into trouble. In today’s environment, organizations need solutions, not a new shiny toys. Also, Greg mentioning about training the client to be a good client is spot-on. I think this applies to any organization regardless of the industry. This would save a lot of time and money with everyone knowing what to expect. Using Chiptole throughout the presentation was a great example and the Five 1s was something different from the usual noise of blanket clients with everything under the sun. Finally, I think it is a shame that many people spend tons of money for a formal education on areas that have little to no use. Yet, the Futr delivers relevant and real world information for far less. Seems like there needs to be another look at the education system in the United States. Well done the Futr 👍🏾

[@davidmartinez5459]

100% on training clients to be good clients. They need to know exactly what you need to help them in return. It's all reciprocal...

[@sMw89]

Im just in a process for setting up an internal production department in a big company, where automation is key. This is gold.

[@katarineinis9882]

Wow, this was dense! I'll have to watch it at least two more times to absorb everything. Thanks!

[@PlaylistProductions]

It seems like eventually the economy will just be a giant triangle or fraternity of people selling courses on how to sell courses down to new people.. And the robots will do all the work :)

[@thefutur]

Haha 😂

[@gregoryjhickman]

that sounds so depressing! 😂

[@wasiuraji5550]

Yes, because knowledge need to be preserved.

[@thinkmyelin]

Best comment I've read on the internet in a while

[@kevingalls]

Sell me how to sell me how to sell me how to sell me

[@HenriLotin]

Thanks to the whole team at The Futur and to Greg for sharing this framework. Thanks from the bottom of my heart.

[@lauracamellini7999]

When Chris says "I just figured out something" it really reminds me a lot when my painting master said "thanks" to his students "because there's a lot a learn from you", I really like you Chris :)

[@thefutur]

Thanks 🙏

[@gregoryjhickman]

It made me feel good too 😉

[@Kayla-app]

What a great video! After running our agency for about 5 years, we were in the exact same position as Greg described - no more bandwidth as we were growing. We turned to automation and ended up building our own software after months of analysing our process and figuring out the main obstacles. It was really cool to hear you so clearly describe when automation is helpful and how to keep the human connection! Now, we can combine our client work with running the software business which gives us two different kinds of income. Thank you @thefutur for another great video!

[@roshneedesai3771]

Kayla hi - are you guys open to sharing your software or some sort of insights? I run a fairly new company and I’m already struggling with streamlining and would be great to learn from your experience.

[@DuraanAli]

That chipotle example was powerful, gave me ideas on what I need to automate. Also the idea of educating your clients, that's BIG ONE, thanks so much for all the amazing info.

[@RangoIcyCresent]

And now... I have to watch another 40+ more videos after finishing thefutur, that's a lot of work and I love it! Great content!

[@JohnOchuro]

Oh man! I love Greg Hickman! Thanks for bringing these amazing guests

[@gregoryjhickman]

Love you too. :) What was your biggest takeaway?

[@yoverale]

This video has invaluable amount of information. I'm going to watch it again and again for sure. Sincerely thanks to both of you

[@pamelacambuy]

If I could only hit that like button a million times!!!! 👏🏼 this is just what I needed to watch. It's like Greg was transcribing my words in the past few months 😂 I just didn't know there was a solution yet. Thanks The Futur team for yet another value-packed content!

[@faizarmani4009]

Knowledge here can worth hundreds to thousands out there and it’s free. Lucky to be alive in these times

[@timothyadekunle2132]

I really loved the conversation on automation with Greg and Chris. Thanks to you both. Thank you for the futur🙏

[@SuperRadChad]

YES YES YES, love when you get a new filter to look at doing things different

[@user-eb3ec8rg6w]

The Futur in one word - brilliant!💎

[@davidmartinez5459]

I gotta say, I get the value of automation, 100% but I'm also put off by other vendors in adjacent spaces giving me long forms. I'd rather do that kind of work "with them"... reminds me of the questionnaires we "shouldn't" put out, because it leaves the client feeling cold and working alone when they are paying you for a service... there's a happy medium. I agree a lot with what Greg is talking about, but you have to be really smart about what you pick in your company to be "self-service"... I'd rather charge a premium and hold a few people's hands through a process, than scale up and give them all lots of homework. I did love the part about simplifying your offer and being really clear on what it is / productizing everything... that part is GOLD.

[@blackbearcreative]

This the best video I've seen on productisation, in the context of creative services. I've read built to sell, but this gives me more of an understanding of how I can apply this to my business. Thank you so much for this!

[@alystdesign]

37:30 I'd never thought you could train a client

[@waveletsjoshua]

Thank you Chris for slowing Greg down in places and getting him to explain in greater detail. Greg is full of knowledge but I think he struggles with breaking everything down in laymans terms and properly explaining his graphics.

[@ThisDesignLife]

Joshua Boyd I think Greg is possibly used to working with agency owners that get much of the terminology

[@thefutur]

I’m learning with you. So of course I have questions too.

[@gregoryjhickman]

Sorry for that. Definitely some newer lingo for me with your audience. Appreciate the patience and Chris did a great job making sure I broke it down further.

[@gregoryjhickman]

@@ThisDesignLife for sure. Glad Chris dialed me in further so my apologies. I wanted to cover a lot in a short amount of time. :)

[@gregoryjhickman]

@@thefutur And thanks for asking the questions!

[@davidpbennett]

It’s like he’s talking about my business. The perfect video for the perfect time.

[@fernandoortega451]

Amazing content Chris! Thanks again.

[@markthiel]

What a great interview! And ALL resources in the description - thank you!!

[@iscribeonline]

This channel is amazing. Nearly every single video has something new and innovative. Woow!

[@hockinghillsalive3624]

Absolutely LOVE Greg, been following him for a few years now and have learned a lot from him!

[@hockinghillsalive3624]

When he says, "I'm essentially an employee to 4 different clients." That hit me HARD. I feel that, and I don't even have 4 clients right now lol. Oops.

[@ArianeSartor]

Thank you very much for sharing this! I am working on turning what I am learning from my 1 to 1 coaching into an online course and that was really useful!

[@Hamyhamster24]

I use to do process improvements and automations and totally agree with this.

[@olivergilberthorpe6789]

Thank you guys, this was one of the best business videos I have seen. Super helpful and inspiring.

[@ImRhythmusderStille]

Wow, thank you very much.My English is not the best, but what i saw and heard was very inspiring for me. And the Prozess inside this Conversation was Great, too 🙏

[@autumnsuyko3790]

Your content is RIDICULOUSLY valuable

[@hermannsterzbecher5660]

pure gold! thanks for sharing

[@innomindz106]

Thanks for such amazing content!

[@louiscollin5109]

This is probably the most useful video I watched this year.

[@osiris0408]

super meaty episode...my goodness! this is gonna have to take a couple of listens to get it all

[@amberalbergottie2166]

Chris’s idea for logo designers is brilliant! Absolutely brilliant!! I’m going to adopt that to revamp my process! The Futur rules!! Changing my life over here!

[@thefutur]

that's the hidden nugget for designers in this video.

[@angelicamay]

What was the time stamp again 🌸

[@Krisgranger]

Guys this was an outstanding video. Great job. Lots of value.

[@camerongould]

I have been a subscriber since the very start (at least in the first couple of years). Amazing, this has to be probably my favourite video ever from you guys so valuable, especially where my business is ATM

[@thefutur]

Glad to hear

[@mcswagerson01]

this is video is great. im so glad i found this

[@noahcorrea2422]

One of the best episodes :) Thank you!

[@gregoryjhickman]

Thanks, what was your biggest takeaway?

[@noahcorrea2422]

Greg Hickman "automation without losing artistry." :) thanks for this sir Greg :)

[@patrikkepe]

Great stuff! To Sean, a great example of productizing something you never thought was possible is Funnel Scripts by Russel Brunson. They give question WITH answer which are missing 1 or 2 words (that you fill in) and you click a button and the software writes your whole sales copy, based on proven sales copies. It's really genius. Maybe you can do something similar with motion graphics.

[@ThisDesignLife]

Patrik Kepe great example

[@vicsystems]

This video was a life changer for me in my business. I'm glad I came across it.

[@lailanabuaziz]

I love this...I'm gonna have to watch it over and over again!!!

[@thefutur]

It was a good one.

[@lailanabuaziz]

It wasn't just good... it was AMAZING!

[@benjamincherix8105]

Pure gold, thank you for this content 🔥❤️

[@kayaquintana]

I love the idea, but not for my agency. Part of why I like is doing everything from A to Z. I just love making something out of nothing. I also fail to see how I could for instance create an automated social media content product. However, I do like this idea very much for my other business. So I'm most def taking notes❣️

[@tumelonyepela8265]

Always learn so much from your content. Thank you!

[@thefutur]

Awesome, thank you!

[@elmedin26]

This is great content. I already had some stuff automated, but I never thought about a system like this. Thank you.

[@thefutur]

Appreciate it

[@Carlos_Cintron]

Amazing content. Pure gold. 🥇

[@niirceollae2]

Great video! Valuable info 😉... ima put in practice as soon as possible.. thank you 😊👌

[@gregoryjhickman]

I'd love to see what you come up so report back!

[@SansPenser92]

This video found me at the right time!

[@patrick-resendiz]

This is amazing and exactly where I’m at. I love The Futur!

[@NZAgriculture]

I believe Air New Zealand do award-winning inflight videos. They are humorous. The flight attendants also stand and do their bit at the same time.

[@biancadiaconu6286]

I haven't even watched the video yet and I know it is going to be amazing!!! That is how incredible The Futur team and their guests are

[@thefutur]

Thank you. I don’t think you’ll be disappointed.

[@gregoryjhickman]

Let me know what you think when you watched it.

[@biancadiaconu6286]

@@gregoryjhickman It exceeded my expectations. I learned a lot from you. I like the way you approached the whole idea of being time efficient and making the most of it while providing the same amount of value. I watched a lot of your videos after and I will continue doing so

[@gregoryjhickman]

@@biancadiaconu6286 Thanks let me know what else you want to learn about! :)

[@MrJohnnybeeeeeeee]

THIS IS GOOOOLD!!

[@ericquach1]

Literal. Digital. Gold. 10/10 Episode

[@vagotora]

5 mins into this and im sold, wow!!!

[@gregoryjhickman]

What did it for you? :)

[@YourName-dk6oj]

Lol

[@designjourneyofficial]

Awesome video Chris!

[@pretty_things_styling]

I'm a personal stylist (just starting out my own business, so that means I do everything for myself) and I periodically binge-watch The Futur videos because Chris Do is so freaking brilliant and picks brilliant guests. (I also recommend you guys to all my graphic designer and social media marketer friends.) My question: We always hear about how the client doesn't care about the process, just the outcome. How do you go about explaining the process to them, to get them on board (the "training the client" part), when they don't care about it? What do you appeal to?

[@cliffallan8250]

Show them the feeling they will expect to get at the end of your service. People love feeling accomplished, so insted of focusing on the how, Tell them why are you doing it and how will it make them feel. Hope it makes sense😊

[@pretty_things_styling]

@@syncsalesmastery5951 Thanks for your your insight. I appreciate that you took the time to reply. I wrote that comment around 2 years ago, when I was probably only about 1 year into my business. By now, I've learned how to dig much, much deeper during the discovery call, which helps me with the entire process (including getting them interested in the process), and helps me close a lot more clients than before because we're digging down to the deeper emotional value of how I can help them. And now I need to go revisit the entire video to see what new questions it might raise in me, 2 years later. 😁

[@joshfernandez6662]

simple. CONNECT YOUR PROCESS WITH THE DESIRED OUTCOME. M/MISS Business owner. SO we will work like THIS to make sure we/i deliver/give you this outcome/results

[@scareytv]

Excellent video. Thank you Chris and Greg!

[@thefutur]

You're very welcome

[@gregoryjhickman]

Glad you enjoyed!

[@alabcraftsco]

Informative video 👍

[@MoosieTheMaestro]

Anneli recommended this video. This is the best video on the internet.

[@thefutur]

Did you see Greg’s pro call?

[@MoosieTheMaestro]

Up next 🤓

[@ibrahimyener9276]

thank you so much. Great content guys! From Australia

[@thefutur]

Our pleasure!

[@MohammedHassan-mx2qq]

This video/advice/content is potentially worth millions of dollars! Thank you and hope the team at thefutur are keeping safe!

[@thefutur]

But you have to take action

[@gregoryjhickman]

Knowledge without application is wasteful. :) Implement! Glad you found value.

[@MohammedHassan-mx2qq]

@@thefutur Already have!

[@MohammedHassan-mx2qq]

@@gregoryjhickman thanks again! correct you're right!

[@ilamalihilustan22]

@@MohammedHassan-mx2qq Its been a year. How did you took action? What was the action and result so far?

[@brianhollingsworth1640]

Toooooooooooooooo many gems in this video!!!!!!! THANK YOU!

[@thefutur]

Glad it was helpful!

[@gregoryjhickman]

Glad it was helpful

[@mrmufasir8972]

This is one video you have got to watch twice!

[@maecervantes3669]

I can't stop watching your videos.

[@thefutur]

Please don’t.

[@chutinhoo]

Roughly the first half of the video had a curious dinamic to it, where it seemed like both of the people there, Chris and Greg, were uncomfortable talking to each other, with Greg doing most of the talk, and more like a presentation, while Chris was apparenty nodding off cameras and answering monosyllabicly. I'm just grateful that I kept watching the video, for the moment some comments about the illustrations, drawings and diagrams popped up, and the moment Chris had the "eureka!" moment, the dinamic of the video changed for the better. Both of them seemed to be involved after that, and while the content in its integrity is greatly appreciated and infinetely useful for a majority of people, it's a lot more enjoyable and envolving when the people you're watching are also enjoying being there. This is one of the videos that, if had only the first half of it, it would have been a totally different from it as it is: it would have been an okay video, and turned out to be nothing short of spectacular. Thank you for the outstanding content you provide for us. Love from Brazil, from an engineer who fell in love with design, with the help of people like you.

[@thefutur]

Greg was teaching. I was trying to be a good student.

[@chutinhoo]

@@thefutur It seems like I just learned one more thing from you. Thanks for that.

[@AlexandruGolovatenco]

Thank you !

[@thefutur]

You're welcome!

[@kreativemyndmedia]

Thank you - this helps I’m a web developer and specialize in e-commerce stores on Shopify

[@valdisstrautins2635]

Thanks for this video. At this moment I have a similar problem in my agency where we do a lot of jobs, too many services. More stress, useless tasks. Niching down and automatization.

[@arthurhirwa]

Great Content.

[@gregoryjhickman]

Arthur Hirwa 👊

[@xantisant]

this was brilliant

[@gregoryjhickman]

Xanthe thanks!

[@PaulSyng]

Challenge accepted. Great video!

[@YuriRadavchuk]

The future is following me everywhere I go!

[@madness5693]

Appreciate it

[@danielleduring296]

I found this super helpful, even though most of what you are both talking about is pretty new to me (I'm in the very very early planning phase of starting up my own business). It has given me a clearer idea of what I should be aiming towards, which is something I have been struggling with. in other news... I'm still waiting for the avo meme in the comments :P

[@thefutur]

Check Twitter

[@MichaelWilliams-lo3ix]

Awesome

[@AnaMarcu]

I love this conversation. It would be great if you would go into one example with one client who wants to sell one digital product and show what he does. His drawings are great but a bit too abstract.

[@gregoryjhickman]

Check what some of our clients are doing here: altagency.com/client-love/

[@ducksauce123]

incredible

[@kyleshowen3566]

14:30 - Cause I want to remember this and it doesn't look like KZbin has a bookmark feature.

[@thegrantkennedy]

Would love to see a convo with Tim Conley

[@jonijima]

43:35 It took me 3 days to make that potato salad... 3 DAYS!!!

[@matthewvalladao4949]

Mind = Blown.

[@Therealawadh]

One of the most confusing discussions on this channel......but thank you guys for the effort. Watch most of your content good stuff and learned alot. This one hhhhhmmmmmm

[@thefutur]

why was this confusing to you?

[@Therealawadh]

@@thefutur thanks for your reply. Guess it was due to the following 1. The explanation done by the guest was not clear. Like I understood the process but no indepth on how.....the steps 2. The drawings he made was too complicated, not clear. I have noticed Chris tried to even make him explain them clear to make us understand (thanks Chris) 3. Haven't seen much examples or atleast a role play that Chris usually uses for us to understand better 4. Guess also I am uses to having Chris talking and explaining. 80% of this video was the guest. Chris haven't said much compared to the other videos But then again thanks for this amazing content. This is only my point of view comparing this video to the others Thanks again and wish you all the best

[@SOAFProductions]

I feel like you have to be at a very specific place in your career to truly grasp everything Greg talks about. This video resonated with me because I'm very much in the position of struggling to scale my business and trading time for money. Over the last few years I've explored a lot of techniques but most of them have had the same result. Greg explained a flaw that has been the point of my failure. Trying to solve too many different kinds of problems for too many different kinds of clients. In layman's terms: find a client with 1 problem you can solve, or look at 1 problem you have solved for a past client, then create a profile based on the client including how you found them. Then repeat that process and solution again, and again for that type of client. Keep in mind this works best if you have a wide knowledge of client interactions, eg several past clients, to narrow down to just the One. Does that make more sense?

[@Therealawadh]

@@SOAFProductions thanks for your feedback, guess you have summed up the complete discussion into this point you have sent. So basically what he truing to say let us say client A has a problem, keeping in mind that this is a repetative matter with many other clients in category A client. Then I need to create a system that when this happens again I need to deal with it as per how it was done. Is this what you are trying to explain. Like keep a note of let us say 10 issues that usually occurs and then create a system for it

[@SOAFProductions]

@@Therealawadh You're welcome and in simplest terms, yes.

[@jmiscischia]

Annecy poster on the wall! That's where I live!

[@TheBlessingReport]

great

[@ChristianDG21]

Very good info, I have company in Nicaragua but live in Taiwan now underestand Wich way that company should take and how help them to keep improving

[@oakmediahouse5261]

Great video! When you say pick 1 avatar and 1 solution, for something like video production, does that mean for 1 industry as the niche or 1 type of solution like a branded video for professionals for example?

[@marriagepartnersministry5942]

I ran many Facebook ad campaigns and it costs about $1000 bucks in ad spend to get a paying client. The various software systems and crm system even for low volume business will cost $500 up front plus monthly fees. The sales person who closes the hot lead from the lead generation system the Facebook ads generates will get about $300 per closed deal. So the total overhead and costs to get business from Facebook ads is about $1500-$2000. So your product or service has to be at least at this level just to break even on the automated Facebook advertising.

[@alexzeroonenine]

Chris' suggestion on the wedding video templates' pretty much how wedding videos same day edits are done in Singapore😂😂

[@thefutur]

I guess that makes sense.

[@lincranberry8449]

My greatest wish is to work with you guys. I just love you. I wish I could meet you one day. I will visualize that from now! I am 10110 :)

[@bakir.alkhateeb]

Pure Gold. Sincere thanks

[@thefutur]

we don't. been thinking about how to turn this into a full fledge program to help logo/identity designers.

[@bakir.alkhateeb]

@@thefutur that would be really helpful and not only for identity designers. I personally created a 2 weeks to do list for my startup after this video. Since where now providing branding services and digital marketing services (sometimes both)

[@ronaldcuriel4398]

Alan Weiss is great and I made so much money off his consulting process to proposal writing.

[@stimbhoqo]

Hey Chris, thank you so much for your inspirational golden advice!. I'm about to start my Graphic Design company and I'm so nervous. Im thinking of goin Live on TV advert as part of my promotion, am I doing too much? Please advise

[@thefutur]

TV adverts? that seems kind of old school and expensive.

[@stimbhoqo]

Just for the launch. Thanks so much for the advice

[@federov100]

I'm glad people got something out of this... But why use a coaching/training model to illustrate systemization to a creative services audience? It was a struggle to parse relevant insight from his presention.

[@ThisDesignLife]

Would love to know what Greg Hickman's views are on the Design Joy model that you did an episode on.

[@thefutur]

Reach out to him and ask Chris.

[@noelalam8595]

100% sure chris was super high during the entire duration of the stream. He was extra quiet and the "yes"s gave it away.

[@olimpiuandrone7173]

Great as always! Quick question: If you choose to do educational marketing to establish yourself a specialist on a niche market, I believe that will be little left to monetize on the DIY circle, which I believe is fine. What effect has putting valuable content out (basically DIY material for free) on the DWY and DFU clients? I am curios on your opinion as I started doing just this. Thanks in advance! PS. I mean just started, 3 videos so far as the production value kills me... and I am just working in the industry, i do not have a company.

[@gregoryjhickman]

You can share tons of content for free but the organization of it and support without application is what people will pay for. Also, with content, it's powerful to share that you have the "know how" with "no how". ;)

[@chanalan9014]

@@gregoryjhickman Hello Greg, follow. up question here. I don't quite get when you mentioned 'know how' with 'no how', mind breaking down for a lay man like me? 😄

[@olimpiuandrone7173]

@@gregoryjhickman Thanks for the answer!

[@gregoryjhickman]

@@chanalan9014 You can demonstrate that you know what you're doing without teaching the "how". Some content is TOOOOOO educational that you teach your prospects to not need you. I think there is a balance of demonstrating you know how to do something and get the client a result without teaching the step by step (aka the how). Does that make sense?

[@chanalan9014]

Greg Hickman i see. Got what you meant. Thanks Greg for the response! 👍🏼👍🏼