An online course launched in 2020 by Tony Robbins and Dean Graziosi
NOTE: There’s an earlier version of the notes that I made for the Knowledge Business Blueprint, which was the first version of the KBB course.
KBB 2.0 is an online program created by Tony Robbins and Dean Graziosi that focuses on teaching you how to become a part of the knowledge business without needing to write a book or create a course.
The knowledge business is on the rise and they want to create the gold standard of self-education. On the program you’ll find literally everything you need in every step of the way to learn how to run your in-person or online event-
This is a training for people who want to make an impact in other people’s lives and earn money doing something they’re passionate about. There are different paths to achieve it, you can be either (or more) of these profiles:
- The expert – If you have knowledge and experience to share with others.
- The reporter – If you have (or can gather) information from experts and shares their findings, best tips, strategies, etc.
- The knowledge broker – If you don’t have the expertise, but want to connect an expert with the people who’s interested in learning from them, organise and run the event.
Since a lot of this training is practical stuff, exercises, step-by-step tutorials I’m only going to share the notes of some of the concepts they teach. Otherwise this article would become a book.
Module 1 – Mastering your mindset
Scaling your success
What does it take to succeed?
Resourcefulness and not resources is the key to success.
The 3 keys to master anything are:
- Get momentum
- To gain momentum, you have to see the results in advance. Certainty comes with repetition. See the results over and over to be certain and get momentum.
- Momentum follows this path that Tony calls “The momentum circle”. It can be neutral, positive or negative. If we want to get better results, addressing the beliefs first, will trigger all the rest.
- Potential 👉🏼 Action 👇🏼
👆🏼Certainty/belief 👈🏼 Results
- Find a why, have a mission
- Reasons come first, answers come later. Find a strong why and you’ll figure out the how.
- Develop hunger
- Hunger is what makes you not settle with less than you can be, achieve, share, etc.
The 3 steps for success
- Get desire, hunger – Don’t make it something you just want
- Take massive action – Find what works, model someone, figure out the actions that will move you forward
- Find grace, luck – Acknowledge what you have and what comes.
The 3 levels of mastery
- Cognitive understanding – You know something.
- Emotional mastery – You feel it enough to start doing it. You’ve linked pleasure to doing it and pain to not doing it.
- Physical mastery – The moment when you don’t have to think it anymore. Your body knows what to do. It comes with many, many, many repetition.
Mindset secrets to scale your business
Life is about adding value to other’s lives. If you’re able to do that consistently you’ll create a brand.
The most successful people usually don’t just master a skill, but improve constantly. That’s why CNEI (Constant and Never Ending Improvement) is essential to your business and you as a professional. Make it a journey, not a destination.
Business is really only two things: Innovation and Marketing.
- Innovation is finding a better way to meet your customer’s needs
- Marketing is getting people to want to do business with you
Entrepreneurs usually fall in love with their product or service. Don’t fall in love with it, fall in love with your ideal customer.
BONUS TIP: Make having energy a priority in your life, otherwise you won’t be able to do anything else.
Module 2 – Extraction and discovery
Your expertise & ideal client
Discovering your superpower
List 3 things that makes you stand out from your competition.
What are 3 skills that you’ve developed that allowed you to be successful in what you do?
What are 2 things you do in your business that make you the happiest, maybe give you fulfilment while simultaneously brings you the most money?
What is your transformational story? What’s your hero’s journey? When did you had an epifany?
Identifying your ideal client
What are your avatar’s top 3 pain points?
What are your avatar’s top 3 desires?
Complete the sentence:
“I am doing a group/workshop/mastermind to help __________ to __________ by showing them __________.”
Story, teach, tool
These are the three pillars of sharing knowledge with people.
- Stories inspire us, they put us in the right mindset because we relate to them
- The teaching is the part where you share the insight of what you know
- And the tool is what transforms the knowledge into something useful for them
Storytelling works best when it’s clearly related to the teaching and shared with honesty. This means making yourself vulnerable, sharing how you felt, what went wrong, etc.
To extract what to teach you can ask yourself (or the expert) these questions:
- If you look back over the last 12 months in your business, in your life, what were the biggest needle movers?
- What are the biggest mistakes you’ve made in the last 12 months that would help warn people what not to do so they don’t repeat it?
- If you could run into your teenage self, what would be the one thing you would teach him?
- Extract the rifts that you already love to talk about. All the things that you could talk for a long time and that are second nature to you.
Your first agenda
Picking a name for your event is important but usually not as important as people think.
The name can be descriptive “How to do _______” or abstract “Elite mastermind”. Whatever you choose, it’s important to keep it real. Avoid names that make false promises or that don’t reflect the content of the event.
Choose the event format that suits you and your attendees best:
- Online: great for connecting people over long distances, cheaper, easier to organise.
- In person: great for networking and bonding, people are usually more committed and less distracted.
Also choose the right length. From half a day, to full or multiple days, the length will depend on the content you want to cover, if it’s a one-time event or a series of events, your budget, etc.
Module 3 – Marketing mastery
Becoming a marketing expert
Marketing and sales redefined
If you build it, they’re not gonna come.
Marketing is a pillar of any business and the best strategy is to create a product that really ads value to other people’s lives. Then, to sell it, you just have to understand that you’re doing a disservice to the people that need it if they don’t have it.
Clients buy what they want not what they need. Sometimes you have to sell them what they want and give them what they need.
Clients buy when they feel understood, not when they understand you. For that, we must be able to complete the conversations already going in their heads.
Mastermind marketing philosophy
When marketing, think of what are the biggest concerns in your potential clients:
- Masterminds don’t cost you time, they have a high Return on Time. You can solve huge problems in half a day.
- Masterminds don’t cost money. They give your results that will get you to the next level of success (financially, personally, in a relationship…)
Think of their objections, and resolve them in advance.
We only want to attract people that are after our superpower. The stronger the message the more successful you’ll be. It’s the only thing that make you unique.
What are the benefits? Make them simple, specific, you don’t need to explain how it works.
Summarising, these are the 4 things to do:
- Squash their concerns and objections
- Explain what you’ll teach (giving specific examples)
- Prove that you’re the authority on that, explain your superpower
- Explain the benefits, what they’ll get from it
Hook, Story, Close
A good way to structure the steps above, is by using the “Hook, story, close” formula.
A hook is something that grabs the attention and connects with your potential clients in a matter of seconds. We live in a fast-paced world and it’s important to let others know what you’re up to before they move away from you. A strong hook will make people who are interested in your topic, willing to listen to what you have to say.
The story is the part where you explain the benefits, add value, overcome their objections and build trust. It’s usually the longest part and the goal is to create a connection and give them what they need to know before buying.
And lastly, the close is the call to action (CTA). This is where you tell them precisely what’s the next step they need to do if they want to take your offer.
Mastermind funnel blueprint
Usually too many choices paralyses people. We must create a landing page that its only purpose is to make visitors become customers.
A funnel goes from the Landing page to pre event training to why they should come to all the details and finally to the event.
Module 4 – Generating the right clients
The wagon wheel
How to get people to your landing page?
- Social media: Facebook, Instagram, LinkedIn, YouTube
- Friends and family
Use all of your free resources before spending money on marketing.
Module 5 – Running your event
Before the event, use every piece of communication to build the ambience you’re looking for: professional, honest, fun, etc.
Preframe them to come in the best version of themselves. Warm them up, ask insightful questions, gather information you/they can use during the event, etc.
- What’s the biggest goal or obstacle you’re having right now?
- What has been the biggest breakthrough in your last 90 days?
- What’s the transformation you’d like to see in yourself after the event?
Think if you can bring in a guest speaker that could help solving many of their problems.
Set the tone of helpfulness from the beginning, collaboration will make your mastermind explode, competitiveness will ruin it.
Prepare yourself before the mastermind. Have your tools, stories and exercises prepared.
Let them know if you’re nervous, you screw up, be open and transparent. Get yourself into state. Be yourself (don’t dress up or act).
Commit to the schedule but don’t ruin a great spontaneous moment if it happens.
This is the end. There’s way more value in the course that comes from the exercises, the tools, the videos themselves, Tony, Dean and their team explaining everything in detail, the Facebook community, the step-by-step for certain lessons, the software itself and tons of bonuses which are impossible to summarise in here.
I hope this helps you get some value and a hint of what the KBB is if you haven’t taken the course and, if you have, I hope it helps you structure and summarise the core concepts of the course.