MC40 – Doing Instead of Asking How the Top Earners Launch

The room was under NDA. The company hadn’t launched. The website didn’t work, and wouldn’t for another week. Most people in that situation would wait for instructions. Lawrence was closing people from that room the moment the door shut behind him.

This short session from the Classic Masters Course is Dave Wood and Lawrence retelling what actually happened during the Empower Network pre-launch, and it exists to make one point: the difference between the people who launch big and everyone else is not strategy, information, or timing. It’s that they act while everyone else is still asking how.

What did taking action actually look like?

Dave had watched Lawrence a year earlier in another network marketing business, working his tail off all month for almost nothing to show for it. So when the pre-launch came, Lawrence didn’t treat it like something to evaluate. He decided it was going to be a massive thing and started telling people so: you’re joining the team, this is going to be a big deal, and I’m going to walk you through it personally, over Facebook messages, texts, and phone calls. He had a day job, so he made all his calls during lunch.

He followed along with the pre-launch himself, sending updates to a list of about two hundred people, being honest about the mystery: me and Dave have got this secret thing going on, I’m so secret I don’t even know what the heck it is. He segmented out the people who said “give me the link the second it exists.” When the launch slipped and there was still no website, he took paper order forms, and built a stack of them. At the event, he’d flip to the back of his notebook and say, I don’t have your information, give me your info, I have a theory about something and I’ll shoot you a video. He didn’t ask anyone’s permission to do any of this. He improvised first and tidied up the details afterward, and in that launch month he personally brought in around a hundred people.

Dave’s commentary cuts through the mythology: it wasn’t because of the launch, folks. He went crazy, believed it would happen, and made it happen, and when people got on the phone with him, they got in, because nobody wanted to sit out a moving train. I can be lazy later, as Lawrence put it.

What’s the commonality behind every launch story like this?

Dave ties it back to the very beginning of the weekend.

In a launch, when you’re getting moving, there’s no lily-dallying around. People aren’t questioning what to do. They’re not asking what the strategy is. They’re selling and recruiting all day and night.

That’s the entire lesson, and it’s why the session is called doing instead of asking. The strategy Lawrence used was nothing exotic, updates, urgency, personal contact, relentless follow-up. What was exotic was the posture: total focus and energy, no waiting for the website, no waiting for the tools, no waiting to feel certain. Dave is also honest that it was probably some of the hardest work Lawrence had ever done, and that Lawrence’s expectations going in were far more modest than what the month became. The outcome was his own, produced in a specific moment. The posture is the transferable part.

The session ends with a challenge to the room that works just as well on you: commit to a thirty-day promotional cycle. Follow the lead, copy and paste what’s working, join the frenzy, make a whole lot of noise, and build a story you can carry into your next event, aiming at the biggest day of your business so far.

This is the shortest session in the Classic Masters Course, and it lands harder after the launch-mechanics lesson that precedes it. If you’re new to it, the entire Classic Masters Course, this lesson included, is available for $99 at the Classic Masters Course.

Pick your next thirty days. Act like the door just closed behind you, and there’s a stack of paper forms waiting to be filled.