121 minutes | Jan 5th 2021

162: From MTV Show to YouTube Star to Course Creator (Featuring Mike Greenfield)

Welcome to the very first episode of the year! Here’s to hoping that 2021 is one where the days are a bit brighter. And I’m feeling great about starting off the year with today’s interview: Mike Greenfield and I had a great conversation about how he’s helping home cooks up their game at a time when more people than ever are making their meals at home.

“Don’t listen to anyone who says there is one perfect way… Trust yourself. Do it.”

– Mike Greenfield

In This Episode, We Talked About:
    • (0:39) Gearing up for the new year with a book recommendation I’m very excited about
    • (9:05) Our take on New Year resolutions
    • (10:26) Reading goals
    • (12:16) David’s first virtual lunch-and-learn and the importance of live feedback
    • (15:50) Setting the stage for today’s interview
    • (17:21) Introducing Mike Greenfield and thinking about modern “celebrity”
    • (21:22) When courses came into the picture for Mike
    • (24:55) His business structure and timeline
    • (27:45) Talking sponsorships
    • (30:10) How Mike created his first course
    • (33:09) Mindset and why his approach resonates with me
    • (37:55) Cook vs. chef
    • (38:59) Launching and learning lessons along the way
    • (45:22) Where he crossed paths with people who could help
    • (47:07) Pricing and revenue decisions
    • (50:49) Thoughts on social media
    • (51:55) Mike’s upcoming launch
    • (54:14) Why I’m interested in his course offerings
    • (57:12) What he’s doing differently this time
    • (59:37) Funnels and email lists
    • (1:02:46) Talking Active Campaign
    • (1:03:53) Teams and evolving work responsibilities
    • (1:08:43) Our roles as course creators
    • (1:13:04) Risk and entrepreneurship
    • (1:16:12) The one thing that made the biggest difference for my business
    • (1:18:24) Talking parenting, balance, and creating space for breaks
    • (1:21:47) Being in the right place at the right time
    • (1:24:40) Mike’s advice for new and aspiring course creators
    • (1:26:46) License to do things
    • (1:28:11) Where to find Mike outside of YouTube
    • (1:28:43) Why I appreciate hearing David’s perspective on interviews
    • (1:29:22) Who gets a pass on marketing?
    • (1:30:36) Building assets
    • (1:32:26) Am I still doing personalized coaching?
    • (1:34:14) YouTube revenue
    • (1:35:51) The best way to contact celebrities
    • (1:37:35) Takeaways from Social Dilemma
    • (1:39:43) Transitioning a community from one platform to another
    • (1:43:24) A rabbit hole that led David to my long-defunct music podcast
    • (1:48:48) Our potluck dishes of choice
    • (1:50:02) Why I now have a full-time transcriptionist
    • (1:52:54) Email lists, funnels, and design inspiration
    • (1:56:02) Enjoying different stages of life and business + teasing for an upcoming episode
    • (1:58:57) Wrapping up with how you can help the podcast

That’s all for now, folks! See you on the next episode of The Online Course Show.


Links Offers and Tools: Guest Links: Resources and Recommendations: Jacques’ Courses: David’s Courses: Transcript Email Download New Tab

Jacques Hopkins  00:02

Regular people are taking their knowledge and content, packaging it up in an online course, and they're making a living doing it.


Jacques Hopkins  00:12

But not everyone is successful with online courses. There's a right way and there's a wrong way. And I'm here to help course creators actually succeed with online courses. Hi, I'm Jacques Hopkins, and this is The Online Course Show.


Jacques Hopkins  00:33

And off we go, welcome aboard!. Glad you're with us. I'm your host, Jacques Hopkins. And right over there is our co-host. What is going on Dr.K.?


David Krohse  00:41

Oh, I'm better than I deserve. How are you doing?


Jacques Hopkins  00:43

2021, man. We made it out of the craziness of 2020. Well, not that there's not still craziness going on but here we go, first episode of hopefully 52 in 2021. Welcome to the new year, sir!


David Krohse  00:58

Thank you. Yeah, I'm excited. I feel totally confident that everything is going to be perfect in 2021. So, glad we made it through 2020.


Jacques Hopkins  01:07

I sense a little bit of sarcasm.


David Krohse  01:10



Jacques Hopkins  01:10

So, I read a good book recently. I want to tell you about it, and I actually made a couple posts in The Online Course Community, our Facebook group, which is right at about a thousand people now. So, if you haven't checked that out, if you're listening to this, a lot of podcast listeners are there, search up The Online Course Community on Facebook, go to TheOnlineCourseGuy.com and click on Community at the top and you can join the conversation there. But... I read an awesome, awesome book. From 6 To 7 Figures: that's the name of it. And I've made a couple posts, you've seen me talk about it. Man, did you pick up a copy yet? Have you dived in?


David Krohse  01:50

Yeah, I did dive in. Let's see here. I... Well, I got a Kindle copy. And then, within five days, you put out and you said, "Hey, it's available on audiobook now." So, I returned the Kindle copy, and I'll get the audio book within the next few days.


Jacques Hopkins  02:03

Nice. Man, I love audiobooks. That's my primary way of consuming a book content. I do appreciate Kindle versions, as well. I've got one of those really nice Kindle Oasises. Man, I'm struggling with, like, plurality today. Maybe it's an Oasii. But it's a really nice one, and so I read this book on my Kindle Oasis. It was really nice, very quick read, pretty short, very succinct sections. The subtitle is "Simplify Your Business, Gain Your Time Back, Scale Faster Than Ever.” So, you haven't read it yet. This isn't like a fiction book where I could be possibly spoiling something. Let me just give you my synopsis and why I enjoyed it so much. The core concept is that the things that you do in your business... and look, we probably have a lot of six-figure course creators that listen to this podcast, very few seven-figure course creators, if I had to guess. So, the point of the book, the overarching point is - the things that you did to take you to build a six-figure business, are not the same things that you need to do to go from six-figures to seven-figures.


Jacques Hopkins  03:17

To get to six figures: there's a lot of grit, there's a lot of working long hours, just brute force. And the things that the author, Austin, has found that work best to go to seven figures are systems. Like, that's the big thing: systems and then also team. And in the book, he actually walks you through very specific systems that they recommend, why systems are so great, like they systematize as much as possible. And then they also talk about how important a really, really great team is. And they even go so far as to walk you through their exact hiring process. And just to give you an example of that, which they do differently is when they go to hire somebody, they don't just post your standard stuff on a ZipRecruiter or whatever they go about hiring much like we as course creators think about going about like, selling a course. They'll make a landing page, they'll put a sales video why somebody would want to come work for them, they'll have a one call to action button to apply, and then that whole process is very automated in terms of getting applicants' responses, like onto a spreadsheet to make it so you can easily review. They'll even run ads! They'll pay for ads, to run ads to that landing page where they're advertising the job. That's how much importance they place on actually hiring and finding the right people for them. What do you think about all that?


David Krohse  04:48

Well, I mean, it sounds great. Obviously, I read books like The E-Myth Revisited. And some other ones that kind of highlight these same things, but yet, I respect your opinion enough to say like, "Okay, this must frame it in a different way or have specific steps,” that I'm like, "Okay, I'm intrigued."


Jacques Hopkins  05:07

I love short and simple, like, straight to the point, right? And that's what this book is. It's not a long book, it's to the point, and it's not that any one thing is like crazy revolutionary, but when you put it all together, to me, it just makes sense. It's like, okay, I've got this high six-figure, on the edge of seven-figure, online course business, and I totally resonate with what they're saying, and going into 2021 I really want to do a better job of the systems, for sure. We're pretty good at it. We're getting better every day and reading this triggered some new ideas there. And then the team as well. And I want to go through this hiring process and see how it works. You know, I haven't mentioned yet, but the reason I read this book is because of, I think it was Episode 160 - Abbey Ashley, right? - pretty recent episode, this company, 2X, is who Abbey's uses for her coaching.  Like, who she's using to help scale her business, and she's already $2 million per year. So, they have a coaching program that Abbey mentioned, but they also have a $10 book, you could start there because not every - I think she said was like $3,000 a month, which for her, it's totally worth it - but not everybody can afford that for sure.


David Krohse  06:24



Jacques Hopkins  06:25

Man, I'm excited for you to get into because I think you could even apply this to your in-person chiropractic business.


David Krohse  06:31

Oh, for sure. Yeah, systems are huge, growing the team - it's everything.


Jacques Hopkins  06:35

There was also something in there called their 72 Hour Rule. That was really cool. So, I measure a lot of things. We talked about something called KPIs - Key Performance Indicators - that's important as a business owner to look at KPIs every now and then: course sales, for me, I look at podcast downloads, I look at, you know, how much of my traffic comes from SEO. There's like 15 different KPIs I look at and one thing in the book was they actually look at reactivity as a KPI metric, meaning that their team should be working very proactively and not reactively. And so, what this 72 Hour Rule is, is that as a team, like, you should never request something for somebody else, and need it back within 72 hours. Right? You got to plan better than that. I thought that's really cool. And they measure that. If somebody needs something within 72 hours, that's something they measure as the reactivity within the business.


David Krohse  07:37

Wow. How do they measure that?


Jacques Hopkins  07:38

It's powerful. Well, I think if they just... I don't know specifically, but in my head, I'm thinking, "Okay, if somebody does need something within 72 hours, then they'll do it, but then that's a demerit or whatever you want to call it, and it's like how many times did we break the 72 Hour Rule this week, this month, this year, and so on? That's my understanding.


David Krohse  08:00

Yeah, and just getting everybody on the team to constantly be thinking like, "Okay, we had this thing [that] didn't go quite right. How can we develop a system where it doesn't happen again? And that's constantly something I talk about with my in-person team is like, "Here's the thing that went wrong. I'm not like, not blaming you on any level for what went wrong in the past. I just want us to get into collaborative mode to figure out the system where we get it right in the future."


Jacques Hopkins  08:23

Yeah, exactly. And so, if somebody is constantly coming to you needing things last minute, and you can be like, "Look, I need you to stop asking for things so last minute." That's a very vague request. But they have a system in place where it's like, "Look, if instead, you could be like, we have this 72-hour rule. And as a part of the team, I need you to abide by this rule." And it's not a vague request. It's like, literally to the hour, don't request things within this. And I think that's just one example of the system and the team working together. I haven't really implemented much from this book yet, but as we go into the new year, I feel like it was just the right message at just the right time for me and my business.


David Krohse  09:06

Very nice.


Jacques Hopkins  09:06

So, speaking of the new year, and whatnot, did you make any resolutions?


David Krohse  09:10



Jacques Hopkins  09:11

Or the better question: How do you feel about resolutions? Is that something you're for?


David Krohse  09:16

Oh yeah, I'm for it in the sense of, yeah, just anytime that you get a chance to really be in the mindset that you're going to improve your life, you should. But no, I haven't chosen any specific ones just yet.


Jacques Hopkins  09:27

Learn piano?


David Krohse  09:28



Jacques Hopkins  09:31

And January is usually...


David Krohse  09:31

I've been playing guitar. So...


Jacques Hopkins  09:33

Oh, good. January is usually the best month for my online piano course business I would assume because of New Year's resolutions, but I'm not a huge fan, in general. I don't think we need to wait until a new year to try to make better habits for ourselves. I usually try to set yearly goals, but I haven't actually read this book yet, but have you heard of The 12 Week Year by Brian Moran?


David Krohse  09:56

No, I haven't heard of that specific book. I have heard of the Ninety Day, kind of, Goals.


Jacques Hopkins  10:01

Yeah, yeah, same concept. The point of that is simply that a lot of times it's more effective to break things down into quarters instead of years. I think we've talked about that on the podcast even. And I want to be doing more and more of that, thinking in terms of what are we going to accomplish this quarter versus this whole year? And so, that's going to be one of my focuses, but overall, I mean, one of my things is, I would like to read more books. I think there are just so many people out there that are so much smarter than me, that I can learn from, and I haven't been reading a ton, but reading this book was awesome. I'm reading more, as well. So, other than that, just keep chugging along into 2021.


David Krohse  10:47

Nice. Yeah, you sent me a message yesterday that you said that you were going to have a goal of reading 52 books. You're considering setting that goal and then talking about one each week. And I was a little pessimistic over here, I was like, I want to set a goal for 12 to actually talk about on the podcast, but maybe land somewhere in between.


Jacques Hopkins  11:07

There's a fine line between pessimistic and realistic. And that's why I came to you and I was like, I was proposing, and I wasn't saying here, David, this is exactly what we're doing. Because I would love, I love the idea of reading 52 nonfiction books in 2021, but can I do that with all the other stuff I have going on? It's very hard to commit to right now. I've read basically one, we've talked about it. Let's find out next week, if I've read another, if not, maybe it'll be an every few weeks type of a segment where I just get my little book review.

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