Austin Netzley is a bestselling author, investor and entrepreneur. He is the Founder and CEO of 2X, a company specializing in helping busy entrepreneurs implement the systems and strategies necessary to get their time back, systemize their operations, and double their business in 90 days.
How did you get into the industry?
I had a few businesses before I got into consulting others on their business. In my first businesses, I was trying to figure it all out on my own and definitely stumbled most of the time.
It was stressful… and often NOT profitable. Even though I was putting in the hours and work, I wasn’t getting very far.
After having burnout and anxiety attacks, causing me to have to call 911 (thinking I was going to die), I learned that there just HAD to be a better, simpler way to becoming ’successful’ in business.
So, I went on a mission to figure that out, and applied those principles to then create much stronger, simpler, better businesses. Then, once I started to get more traction myself, I saw the opportunity to start helping others do the same, as the right way I found to build a business wasn’t talked about nearly enough.
Any emerging industry trends?
I’m seeing that Systems are becoming more popular in entrepreneurship, which is great, because Systems are the key to scaling and most importantly being able to build a company that can thrive without the entrepreneur/CEO driving every aspect of the business.
Most small businesses that we work with are heavily built around one person, and Systems are what allow that person to best delegate and get free from working so much “in” the business.
Plus, people as always want a great work-life balance and the ability to take time off from work, so the increase in popularity of systems is a really important thing to make that happen.
Any industry opportunities or challenges?
The big industry opportunity is to teach people that the order of things they focus on is crucial. We start clients by really dialing in their business model and strategy first and foremost, because if these are wrong it doesn’t matter how hard you work.
Most entrepreneurs want to go to sales and marketing activities right away, but as I learned from a mentor a long time ago, “The best way to success is the long way around.”
So, we start out growth by going to the foundation of a successful business and dial in the model and strategy first. From there, then we can get into specific marketing and sales activities, but not before then.
This is a big mentality switch for entrepreneurs and is a great opportunity.
Inspiration for the business idea, and your vision for the Business?
I invested a lot of money into my business via coaching and training before, and didn’t get anywhere near what I expected. So, with a lot of pain and frustration, I decided to make something that was actually valuable and would provide a strong, tangible ROI for small business owners.
So, we designed the program specifically for our target audience to help make sure we have an industry-leading success rate, and that’s proven true so far with over 83% success rate (vs. 5-20% for other similar programs).
What's next for the Business in the near future?
We have only one service available now, but will soon take our Business Accelerator program and add a higher-end program helping companies grow quickly by being more hands-on and helping implement the strategies directly instead of just via consulting. This will allow some of the companies we work with to scale even faster than they are already, which will be an exciting opportunity for all involved.
Your key initiatives for the success of the Business?
We built this company to provide great cash flow, and it’s doing just that. With low overhead, high profitability, and great cash flow production, the focus of having the model built around this has proven to work really nicely.
This is something we talk a lot about with clients too, is designing the business model from the start so that you’re doing well from a cash flow standpoint. Most don’t think about this, yet there was a comprehensive study that showed that 7 out of 10 businesses fail because of cash issues. So, needless to say, it’s important!
Your most difficult moment at the Business? (and what did you learn?)
The most difficult moment we’ve had so far in this business is shifting from clients that were aware of me and our brand to then change and go to ‘cold’ audiences that have never been exposed to us, and how we can convert them at the fastest level.
So, we needed to go deep into our new prospect indoctrination to lead them quickly into the “know, like, trust” factor and get an opportunity to work with them. This transformation took awhile to get working, but is now working really nicely.
I learned about the importance of nurturing and really connecting emotionally with prospects in our marketing to drive them more quickly to a sales opportunity.
Ideal experience for a customer/client?
One of the biggest things our clients get is their time back. There are so many things to do in a business that it is overwhelming. And as a small business owner, you wear so many hats. So to get back control of your time and calendar, simplify things down, and set the entrepreneur up for success, this is a priceless thing.
We like to say that yes we grow businesses, but what we really do is give clients their best life back. With more time and more money, that’s easy to be the case. 🙂
How do you motivate others?
One of the biggest ways we motivate others is to get them to lead.
A-Players like to have ownership over things, and empowering our team to step up and lead things, big or small, motivates them and has them feel even more a part of the mission and team. Letting go and empowering others are keys to building a great, highly motivated team.
Career advice to those in your industry?
Some career advice I’ve learned is that it start and ends with your Vision.
Where do you want to go? Who do you want to be? What does your ideal day-to-day look like?
Being able to see and feel this will have you seeing things from a long-term perspective. So many get caught up in the day to day that we forget where we’re headed and what we really want.
It’s not going to be all easy, and sometimes you’re going to have to roll up your sleeves and get stuff done you don’t want to do. BUT… Spending some time to get clear on your Vision will be a great guide to staying focused on creating the life and business you dream of within a short period of time. We’ve seen it over and over again, and I hope these answers help more entrepreneurs realize those goals!