Show Your Value Podcast - Lee Benson

Show Your Value Podcast - Lee Benson

Discover insights on value creation, goal setting, and sustainable growth from the Show Your Value Podcast. Transform your business mindset today!

The ability to create value is not just a skill but an essential ingredient for success. Recently, on the Show Your Value Podcast, premier business coach Robin Waite joins host Lee Benson in a thought-provoking conversation exploring the intricacies of value creation, managing expectations, and nurturing growth. Let's dive deeper into the rich insights and valuable lessons gleaned from their enlightening discussion.

What We Discussed on the Show Your Value Podcast

  1. Full Contact Value Creation: Businesses can profoundly impact clients by actively engaging with them, understanding their needs deeply, and consistently exceeding expectations. It's about transforming lives and businesses for the better.
  2. Understanding Clients on a Deeper Level: Deeply understanding clients' challenges, goals, and aspirations is crucial for tailoring solutions effectively.
  3. Consistently Exceeding Expectations: Going the extra mile to deliver exceptional experiences and outcomes for clients creates memorable moments and lasting impressions.
  4. Managing Expectations and Nurturing Growth: Setting realistic expectations and persevering through challenges are essential for personal resilience and business growth.
  5. From Smart Goals to Nice Goals: Shifting focus from distant outcomes to near-term, input-based, controllable goals fosters sustainable progress and motivation.
  6. Marketing Assets vs. Marketing Activity: Investing in sustainable assets like books, podcasts, and videos helps establish authority and facilitates long-term growth.
  7. The Value of Giving Back: Building a culture of generosity and collaboration creates a positive ripple effect in communities and supports aspiring entrepreneurs.

1. The Power of Full Contact Value Creation

Robin eloquently emphasised the concept of "full contact value creation," a philosophy that underscores the profound impact businesses can have on their clients. Rather than simply providing a service or product, businesses are challenged to actively engage with their clients, understand their needs deeply, and consistently exceed their expectations. This approach isn't just about delivering a solution; it's about transforming lives and businesses for the better.

Understanding Clients on a Deeper Level

At the heart of full contact value creation is the ability to deeply understand clients' challenges, goals, and aspirations. It's about listening intently, asking the right questions, and empathising with their experiences. By gaining insight into what truly matters to clients, businesses can tailor their solutions to address their specific needs effectively.

Consistently Exceeding Expectations

One of the hallmarks of full contact value creation is consistently exceeding expectations. It's about going the extra mile to deliver exceptional experiences and outcomes for clients. Whether it's providing personalised recommendations, offering ongoing support, or surprising clients with unexpected bonuses, businesses can create memorable moments that leave a lasting impression.

Transforming Lives and Businesses

Beyond the transactional aspect, full contact value creation aims to transform lives and businesses for the better. It's about empowering clients to achieve their goals, overcome challenges, and reach new heights of success. By actively contributing to their clients' growth and development, businesses become indispensable partners in their journey towards success.

2. Managing Expectations and Nurturing Growth

Lee shared a compelling story about guiding a friend through the tumultuous journey of venturing into real estate. The transition from initial struggles to substantial success highlighted the importance of managing expectations and persevering through challenges. Helping clients navigate the uncertainties of the early stages can be invaluable, fostering not only business growth but also personal resilience and confidence.

Setting Realistic Expectations

One of the key lessons from Lee's story is the importance of setting realistic expectations, both for oneself and for clients. Starting a new venture, whether it's a career in real estate or launching a business, requires patience and resilience. It's essential to understand that success doesn't happen overnight and that there will be hurdles along the way.

Navigating Uncertainties

The early stages of any new venture can be daunting, filled with uncertainties and setbacks. Lee's friend experienced this firsthand, facing months of hard work without immediate results. However, it was through perseverance and determination that they eventually saw progress. By acknowledging and addressing these uncertainties upfront, businesses can better prepare themselves and their clients for the journey ahead.

3. From Smart Goals to Nice Goals: A Shift in Goal-Setting Strategies

The discussion shifted to goal-setting strategies, advocating for a departure from traditional SMART goals to "nice" goals—near-term, input-based, controllable, and energising. This approach encourages entrepreneurs to focus on daily habits and actionable steps rather than distant, sometimes unrealistic objectives. By prioritising incremental progress and sustainable habits, entrepreneurs can achieve meaningful, lasting success.

  1. Reimagining Goal Setting: The SMART goal-setting framework—specific, measurable, achievable, relevant, and time-bound—has long been touted as the gold standard for setting objectives. However, as discussed, this approach often leads to setting distant, sometimes unrealistic targets that can be discouraging when not met.
  2. The Nice Goals Approach: The concept of "nice" goals offers a refreshing alternative. Nice goals are near-term, input-based, controllable, and energising, focusing on daily actions and habits rather than distant outcomes. This approach encourages entrepreneurs to concentrate on what they can control and the steps they can take each day to move closer to their goals.
  3. Near-Term Focus: Nice goals emphasise the importance of setting short-term objectives that are within reach. Instead of fixating on distant outcomes, entrepreneurs are encouraged to focus on what they can accomplish in the near future. By breaking down long-term goals into smaller, manageable tasks, entrepreneurs can maintain motivation and momentum.
  4. Input-Based and Controllable: Unlike SMART goals, which often prioritise outcomes, nice goals focus on the inputs—the specific actions and behaviours that lead to success. By concentrating on controllable factors, such as daily habits and routines, entrepreneurs can maintain a sense of agency and accountability over their progress.
  5. Energising and Sustainable: Nice goals are designed to be energising and sustainable, providing entrepreneurs with a source of motivation and fulfilment. By aligning goals with their values and passions, entrepreneurs can stay engaged and inspired throughout the journey.
  6. Prioritising Daily Habits: One of the key takeaways from the discussion is the importance of prioritising daily habits and routines. By focusing on consistent, small actions that contribute to long-term success, entrepreneurs can build momentum and make meaningful progress over time.

4. Marketing Assets vs. Marketing Activity: Building Sustainable Business Growth

Robin delved into the distinction between marketing assets and marketing activity, stressing the importance of creating sustainable assets that continue to deliver value over time. Instead of perpetually churning out new content, entrepreneurs can leverage existing assets like books, podcasts, and videos to establish their authority and expand their reach effectively. By strategically investing in assets that resonate with their audience, entrepreneurs can build a foundation for long-term success.

Examples of Marketing Assets

  • Books: Authoring a book not only establishes credibility but also serves as a powerful marketing asset. Books can reach a wide audience, position the author as an authority in their field, and continue to attract readers and potential clients over time.
  • Podcasts: Hosting a podcast allows entrepreneurs to share their expertise, connect with their audience on a personal level, and provide valuable insights. Podcast episodes serve as evergreen content that can be accessed and enjoyed by listeners long after they are published.
  • Videos: Creating video content, whether it's educational, entertaining, or informative, can be a highly effective marketing asset. Videos have the potential to go viral, reach a global audience, and drive engagement and brand awareness.

Benefits of Marketing Assets

  • Longevity: Unlike marketing activities that require continuous effort, marketing assets have a longer lifespan and continue to deliver value over time. Once created, they can be repurposed, shared, and consumed by audiences indefinitely.
  • Authority Building: Marketing assets help entrepreneurs establish themselves as authorities in their niche. Whether through books, podcasts, or videos, entrepreneurs can showcase their expertise and provide valuable insights to their audience.
  • Audience Engagement: Engaging content attracts and retains the audience's attention. Marketing assets provide valuable information, entertainment, or solutions to the audience's problems, fostering a deeper connection and engagement with the brand.

5. The Value of Giving Back: Building a Culture of Generosity

Both hosts expressed a strong commitment to giving back and supporting aspiring entrepreneurs. Robin shared his vision of creating an accelerator program accessible to all, aiming to democratise valuable business advice and resources. By nurturing a culture of generosity and collaboration, entrepreneurs can create a ripple effect of positive change in their communities and beyond.

6. Finding Opportunities in Unexpected Places: Collaborating with Larger Businesses

Lee's insights about collaborating with larger businesses sparked a new perspective for Robin, opening his eyes to untapped opportunities. It highlighted the potential for impactful collaborations with entrepreneurial-minded leaders in larger corporations, expanding the scope of businesses they could serve and the impact they could make.

7. Staying Connected and Continuing the Journey: Empowering Entrepreneurs

Both hosts underscored the importance of staying connected with their audience and providing ongoing value. Through their podcast, books, and other resources, they aim to empower entrepreneurs to succeed and make a meaningful impact. By fostering a supportive community and sharing valuable insights, they encourage others to embark on their journey of value creation.


Mastering the art of value creation is not just about delivering products or services—it's about creating meaningful experiences, fostering growth, and making a positive impact on the world. By focusing on delivering exceptional value, managing expectations effectively, and nurturing collaborative relationships, entrepreneurs can build thriving businesses that leave a lasting legacy of success.

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