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Income School: An Interview with Ricky Kesler About Making Money with Niche Blogs

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One of my favorite channels to watch on YouTube is the Income School channel by Ricky Kesler and Jim Harmer. These two guys have made it their business to teach others how to create online income, mostly through niche websites/blogs.

In my opinion, they are truly geniuses when it comes to content marketing through blogging and YouTube!

Not only do they share invaluable SEO tips but they share how they have created a large number of very successful niche sites themselves, how they have made it work for them, and how you can do it too! 

I was fortunate enough to have the opportunity to interview Ricky. 

income school

In this interview he shares about:

  • How income school came to be
  • What success means to him
  • How you can profit most from an online business
  • How to handle the inevitable criticism that comes along with having an online business
  • How to avoid business growth failure
  • His best business growth strategy
  • His goal setting strategy
  • His productivity tips
  • And much more!

Let’s get started!

INCOME SCHOOL: AN INTERVIEW WITH RICKY KESLER

income school

RICKY KESLER:
Ricky Kesler is a co-founder of Income School. Income School is a company dedicated to helping all types of people build an online business and improve their financial situation. Ricky earned his MBA from the University of North Carolina Kenan-Flagler Business School. He and his business partner Jim have been teaching entrepreneurship together since 2015. Ricky is married and is a father of 5 awesome kids!

0:00 PLEASE TELL US A LITTLE BIT ABOUT YOURSELF AND YOUR WORK

Hey everybody, my name is Ricky Kesler. I am one of the founders of Income School along with my business partner Jim Harmer. What we do, what Income School is all about is helping people, all people, to be able to build an online business for themselves to become online entrepreneurs, whether that’s through building a blog, or through a YouTube channel. Those are the primary ways that most of the members of Income School, Project 24, are becoming online entrepreneurs. It’s been our pleasure to help many, many, many people to be able to achieve a level of financial security that they didn’t have before. And that’s really what Income School’s all about, it’s helping people achieve that financial security, again, for the most part through online business.

0:50 PLEASE SHARE YOUR STORY 

My story starts a lot like a lot of other people’s. 

I went and got a degree. I was a chemical engineer. I got a job as a chemical engineer, moved across the country with my wife, started working and just had a good career. 

Later on, I went and earned an MBA and continued working for that chemical company in a business role, following a normal career path. But that never really completely fulfilled me. 

In every position that I’ve had I’ve had so many days, so many even weeks, where I would do work that didn’t feel like it actually impacted anything. It often felt like busy work. It was important for me to be there. It was important for me to be busy. 

But in terms of actually achieving outcomes, as long as I did what my boss told me to do, it didn’t matter if it benefited anyone. 

And that has not been fulfilling for me and so from the beginning I always had something on the side, something I could do that would help with my financial situation just to improve it, to take more control over that myself. But also to do something that I could be interested in, where every bit of work I did had some beneficial outcome. 

I had a paintball rental company. I know, what’s the benefit of that, but really I hosted a lot of kids birthday parties. There wasn’t another place in the area that could provide that or that was providing that. And so I did and it was awesome. So a couple friends and I did that. 

Later, when I earned my MBA and I moved to corporate headquarters, a friend and I started multiple little businesses, little ventures, none of which really took off. 

And then it was one day when I was there, living in Texas actually, that I got a phone call from my old friend Jim. We were really good friends in high school and he said ‘hey, I’m working on this project, Income School’, and he told me what it was all about. 

And I had seen the work he had done in blogging before and he had, by this point, was a very successful blogger earning his full-time income online. And honestly, I was thrilled to be able to just be a part of that and learn from him. 

So, he invited me to work with him on Income School. He recognized that by himself Income School would never be able to become what he hoped it could become someday. And he did have some vision for what it could become. 

It’s become something far greater than what I think what either of us thought we would achieve with Income School but he knew it would be tough to do on his own. One, because he’s only one person and he had his other website to work. 

But, two, because each of us have different skill-sets.  Jim and I make great business partners because we have complementary skill-sets. We’re both really good at different things and so he helps to bring me forward and to work on things that maybe put me outside of my comfort zone. And he’s the creative, who helps us come up with  awesome ideas and how to help people. And I’m the guy who makes things happen. I’m the guy who can see the path. I can break it down. 

Both of us have strengths and weaknesses in different areas that, together, we’ve been able to form what we have today. 

So that’s kind of the back story of where Income School came from. 

We started off blogging, podcasting and then we got working on our YouTube channel. And the YouTube channel is really what drove Income School to the success that it’s had today. 

We created our initial products. Our first course was on podcasting. We offered consulting. We created a course on how to build a blog from zero to earning an income in 60 steps. 

And every iteration, every different product, things have just taken a step up. We’ve been able to see something that was greater than what we had and to work with that and to achieve more than what we could before. 

And every time you reach a new level, it’s easy to look up and see there’s the next level. But when you’re in the early days it’s hard to look way up there and think ‘I’m going to achieve that someday’. And so for us it has been that process of kind of line upon line, day after day, making small improvements to where today we have Project 24. 

Project 24 project is our membership platform. It is a library of courses that teach us how to build a blog to success. The 60 steps is all in there but it’s been updated and improved regularly every year. There’s improvements made to that. 

There’s YouTubing, how to build a YouTube channel and to grow it to earning you a good income. 

There’s email marketing. There’s how to monetize your website with ads. All sorts of different courses that we were teaching on how to be an internet marketer. 

And that’s basically what Project 24 is about. 

We have all sorts of tools that every time that we’re like ‘what’s something that we could create that would help people, that would solve a problem for them, to help them be more successful’ and we create those tools. 

So we’ve created a theme, a WordPress theme, that allows you to set up your website and make it look good in a matter of minutes without being an expert. It’s designed to be lightning fast so that you don’t have to worry about optimizing your website for page load speeds. It’s optimized for you. 

Managing affiliate links is a problem for a lot of people and tracking the data of who is clicking on what. That’s a struggle for a lot of people and so we have created a plug-in that will do all of that for you. It will manage all of your affiliate links and it will track what things are being clicked on, in what articles. You can look at all of your clicks by which authors on your website, which category on your website, what’s doing well. And so you have a lot more granularity of data then what you normally get through the reporting end of the affiliate platforms you work with. 

So again, every time we sort of identify a pain point we create a tool for it. 

I think one of the biggest benefits that we have in our Project 24 course is the community. 

We have a private community for Project 24 members where these are some of the best people I’ve worked with in my entire life. People are celebrating each other’s successes. They’re happy for each other when they achieve. They’re helping each other. Somebody’s like ‘hey, I’m having a hard time with this’ and somebody says ‘you know what, I was there six months ago, here’s how I overcame that. And it’s just been phenomenal. 

So there it is. That’s what Project 24’s all about and that is really the flagship centre of what Income School is. It’s all about teaching people and helping people to achieve that. And Project 24 is the place where people are getting those resources and tools that they need to accomplish their financial goals and their entrepreneurship goals.

8:09 WHAT DOES SUCCESS MEAN TO YOU?

So what does success mean to me? 

Success is just something that people kind of have to define for themselves, right? 

So for me I have a lot of different goals in my life. Things that I want to become and my success is tied to those. 

I have financial goals and so I do have some parts of my personal internal measurement of success that is tied to my financial success. 

But there’s also a lot of other things. 

I’m a father and so for me success includes raising good kids. Not just disciplining them so they’ll become the best people but also being a good dad, being somebody that they know loves them, that takes care of them but that teaches them in a way that they can have the skills and the tools that they need to face life and whatever life throws at them. 

So there are a lot of different areas of my life that impact whether or not I feel like I’m being successful.

In my business, success includes meeting financial targets but it also includes meeting other targets.

In our business we have set goals related to outcomes for our members. We want a certain percentage of our members to achieve certain milestones and certain objectives within their own projects. And so for us, success includes helping them to succeed with their goals and to achieve certain milestones.

So that’s what success is, is in whatever area of my life I’m seeking to improve, having those targets, those objectives and achieving those objectives. And those are moving targets. Every year of my life I’ve set new expectations for myself and my success is really tied to all of those things.

10:10 HOW HAS STARTING YOUR OWN BUSINESS AND BECOMING YOUR OWN BOSS CHANGED YOUR LIFE?

How has starting my own business and becoming my own boss changed my life? 

Wow. I’ve mentioned before how it’s never been fulfilling for me to work in a job where I had to do things that didn’t seem to have a real impact on anything, right? And being my own boss, I don’t do that anymore. 

Everything I do, even some of the little minoot things that I have to do, keeping the books, those things have an impact. By keeping the books, I’m able to better track things. I’m able to, you know, when the year ends and I need to do taxes, cool, I can do that. But on top of that I can track performance. I can see how the business is performing. And by being able to track that, it is beneficial to the company. 

Every action that I take, no matter how big or how small, has some impact somewhere. Otherwise, I don’t have to do it and I think that’s one of the things that’s been most impactful to me. 

Again, the financial aspect of it’s amazing. I definitely make a lot more money now then I ever made working for someone else. Because my finances are tied to the value I’m able to create in my business. Whereas when you work for somebody else, you can create a lot of value and they still only pay you what the market dictates they have to pay you.

But above and beyond that, being able to have that sense of accomplishment, of setting the objectives that I want to set for myself, that aren’t tied to what somebody else thinks is important for the company. And then to be able to work to achieve those objectives, to work on things that matter all the time. And to allow myself the flexibility to take time off, to celebrate, to go be with my family and not worry because I’ve set up a business that is succeeding.

12:11 WHAT IS THE MOST PROFITABLE ASPECT OF YOUR ONLINE BUSINESS? 

What’s the most profitable aspect of my business online? 

Honestly, in any industry that we’ve worked in, whether it’s with our students and members of Project 24, whether it’s been on our own sites, both Income School as well as our many other sites that we have owned along the way. When we create informational products, specifically for the most part, course content, whether that’s in the form of a membership or whether that’s in the form of a series of videos, a series of emails, an audio course, those tend to be extremely profitable. 

One, is the marginal cost of every additional sale is basically zero. Once you’ve created the information, it’s there, it’s done. And so there is no marginal cost. And because of that the entire revenue almost is profit. 

But also because, if you can do something that will help somebody else to learn, something in a far simpler way, far faster, far easier than they could learn it on their own, they’re willing to pay for that. You’re creating value for them. 

And so you can create a course that is full of the same information that you would put in an eBook but it’s a course and it helps people more than the eBook would because it gives them that step-by-step, lays it out for them. Maybe it’s in a video format, whatever, and because of that somebody’s willing to pay substantially more because the course format has so much more value than an eBook format or than the blog format or even a YouTube video format. 

We find courses to be highly valuable, highly beneficial to people but also to be extremely profitable. And if your business is in any industry where you can conceivably think of a course, that’s going to be a great way to go to be able to make a really good income for yourself.

“We find courses to be highly valuable, highly beneficial to people but also to be extremely profitable.” – Ricky Kesler

14:16 WHAT DOES A TYPICAL WORK DAY LOOK LIKE FOR YOU?

What does a typical work day look like for me? 

It’s hard to say a typical work day. 

We film a lot of video, for YouTube, for courses. Lots and lots of video. We record a lot of podcasts. I do some writing, not a ton now. 

There’s also a lot of time that I spend with Jim, my business partner, and we sit down and we meet and we talk about what’s coming up and what we need to do. And once you start hiring employees, you can spend a lot more time strategizing and planning. And then allowing them to execute on those plans. 

And so a typical workday might look like me coming to the office. I don’t check email, I’ve outsourced that. I receive things that need to come to me and so I might check those at some point. 

I try not to check a lot of other analytics, the income for the day, any of that kind of stuff. That on a daily basis, I think you can get obsessed and it can lead you to make bad decisions especially if you’re like ‘shoot, sales are down today, what’s going on?’ And really it’s just normal variability. Maybe it’s just cause it’s a Wednesday and people are kind of down, I don’t know. So that’s something I don’t do. 

I do spend a fair amount of time strategizing with Jim. I spend some time meeting with all of my employees. I spend time on camera. I spend time behind the microphone. That’s a lot of it. 

And then there’s a fair amount of time that I spend doing this sort of thing, you know outreach. People reach out to me looking for help and information and I spend a fair amount of time helping out with that the best I can. 

So that’s kind of it. There’s not really a typical day and so it just varies so much from day to day.

16:10 WHAT IS THE BEST ADVICE YOU HAVE RECEIVED? WHAT’S YOUR BEST ADVICE FOR HANDLING CRITICISM?

What’s the best advice I’ve received?

Some of the best advice I received, as a kid I was a major worrier and I’m still naturally kind of am. But some of the best advice I received was what you can control, what you can change, go do it, go change it, make it better. But what you don’t have control over, you can’t change so don’t try to change it and don’t worry about it. It’s easy to say, a little harder to do if you’re a worrier like I am. 

But there are a lot of things I don’t have control over. 

I don’t have control over trolls. You might ask about criticism, how to handle criticism. If you’re going to be in a public space you’re going to receive criticism and most of it’s going to be very, very mean. 

And so if it’s something you have no control over, if there’s nothing for you to change to improve, and it’s just there, ignore it. Don’t worry about it. 

If it is something you can change, let’s say somebody does criticize you and it’s a legit criticism, maybe they’re mean about it but it’s legitimate, I’m going to reply in a positive way, ‘hey, thanks for the feedback’. I’m always open to learning new things. 

I had one person who wrote me a scathing email once about how stupid our approach was about something and I was like ‘hey, you know what, you clearly have some expertise in this field, what would you do differently?’. And he was very surprised and he wrote me a very, very, very long email back explaining exactly what he would do differently. And some of the things he said had merit, a lot of them did not, and it’s because we just have two very different perspectives. 

Other times we’ll receive criticism where there’s a real critique there, but it’s just wrong. It’s something you just disagree with. And in that case you do have some control over the situation. You can decide whether or not you want to reply to that. And in many cases I will, and I’ll stand up for my position, I’ll make my case but then I’m done with it. I can’t control whether that person is going to keep trying to debate me or not. So at that point I can control whether or not I debate them and I move on with my life. 

It’s just not worth it to deal with trolls that just want to be mean for meanness sake. 

So that was kind of two pieces: dealing with criticism but also the best piece of advice I’ve received and just don’t worry about things you have no control over but things you do have control over go take control of them.

“But some of the best advice I received was what you can control, what you can change, go do it, go change it, make it better. But what you don’t have control over, you can’t change so don’t try to change it and don’t worry about it.” – Ricky Kesler

18:38 WHY DO YOU THINK MOST PEOPLE FAIL TO GROW THEIR BUSINESS? WHAT ADVICE WOULD YOU OFFER THEM TO KEEP GOING, DESPITE THE SETBACKS?

Why do I think most people fail in their business? 

The number one reason people fail is they give up too soon. 

I have seen many, many people who are this close. They’re really close to achieving a first level of success and they don’t know what to expect, they don’t how long it should take, they don’t have that experience yet, and so they think they’ve failed before they’ve actually failed and they were on the cusp of at least achieving a first level of success. 

For me, a piece of advice I can give is you’ve got to find mentors, find somebody with some expertise in your area, some experience and find out how long should I give myself, how much work is should I be willing to do before I should consider throwing in the towel. And then commit to that. 

If you do that, then you’ll be able to make good decisions. And sometimes you hit a wall that’s not really a wall, it’s just a little hurdle and you can jump over  or go around it. Sometimes you hit a wall and you just need to pivett a little bit so when it comes to business don’t get too stuck to your original idea.

“The number one reason people fail is they give up too soon.” – Ricky Kesler

19:52 IN ADDITION TO INCOME SCHOOL WHAT RESOURCES DO YOU HAVE AVAILABLE FOR OTHERS?

So I’ve talked a little bit about Project 24 and the resources we have there. We have that. 

Our YouTube channel, the Income School YouTube channel, is also so full of advice coming out every single week. 

We have an email list where we’ll send you updates on SEO, changes that are coming down the path, Google updates, things like that. As well as we’ve come up with a list of over 1000 ideas for websites that you can use, take that as just a brainstorming idea to get the juices thinking. That’s something you receive as part of the email newsletter. 

We do have a lot of resources like that. 

Within Project 24 though, we just open the gates. Anything that we know, anything that we are trying right now, it’s something that we talk about, it something we share. 

We have a private podcast for Project 24 members where every week we’re talking about things we’re working on today, things we’re talking about in our office that are coming down the pipeline. So some really, really awesome resources for Project 24 members and really good resources for everyone else as well.

20:57 HOW DOES INCOME SCHOOL STAND OUT FROM THE CROWD?

In terms of standing out from the crowd, I think what sets Income School apart is that we take an extremely authentic and genuine approach to SEO. 

Most people that teach SEO are teaching very, very technical SEO. And for the most part, those tactics are aimed at manipulating the Google algorithm. And because of that, whenever the Google algorithm changes, those tactics, some of them, will stop working. 

And so if you can take instead a very genuine approach like ‘what is it that Google’s trying to accomplish, what is it that other search engines are trying to accomplish’. And if the main objective is to help people find the most relevant and most helpful content for what they searched, then create the most helpful and relevant content for what people are searching. 

And so we give tools, we give tips for exactly how we go about doing that.

One of the best tips in Project 24 is we don’t use a lot of the keyword research tools or any of them, really, because they’re wrong. The data that they use is inaccurate. It’s based upon a sampling. 

And so we will write blog posts that according to those tools have no search volume. No one on the Internet is searching for that term. And yet we get thousands of page views a month. And it’s because instead, we’re using Google. We are using their auto suggest feature. We actually have some YouTube videos that walk through exactly how to do this. But we let Google suggest the search terms for us. And then we go write the content based on what Google tells us people are actually looking for.

“In terms of standing out from the crowd, I think what sets Income School apart is that we take an extremely authentic and genuine approach to SEO.” – Ricky Kesler

22:35 WHAT IS YOUR FAVORITE SUCCESS STORY FROM ONE OF YOUR INCOME SCHOOL STUDENTS?

One of my favourite success stories of one of my students. We’ve had a lot of really good ones.  

We had a student, who in about a year from starting his website, was able to go full-time, left his full-time job. We interviewed him actually pretty early on when he was at more like the 6-month mark. It’s on our YouTube channel. And great interview, great guy. And I really, really like his story because he just achieved so much in such a short period of time. And he’s continuing to do it, he’s continuing to grow.

One, though, that stands out to me poignantly happened very recently. I was fortunate to get to sit down with a member of Project 24, who told us, Jim and I both, that if he could just reach $1,000 a month it would give him the financial security that he desperately needed for his family.

 And a few months later, recently, he sent me a text and said ‘last month I made $2,000 on my website and I’m set to continue growing from here’. And he said ‘that financial success is thanks to you guys and what you’ve taught’. 

I know that’s not true. What we taught gave him the tools he needed. It gave him the resources he needed. He put the work in. 

But I love that success story because it hits the foundation of what Income School is all about. It’s helping people achieve that financial security, that financial success that they’re looking for to be able to live a more fulfilling life and were able to help people do that.

24:15 WHAT HAS BEEN THE BEST BUSINESS GROWTH STRATEGY YOU’VE USED?

The best business growth strategy that we’ve used at Income School. Honestly, it’s hard to have just one but, realistically, it’s just being completely genuine and authentic. 

I know that sounds kind of rosie a little bit but we go out on YouTube and we just be ourselves. And we say what’s working for us and we’re really open about what we do. We’re not cagey, we’re not hiding stuff. 

Nobody is able to catch us in a lie because we just don’t, we just don’t lie on our YouTube channel. And so that has helped us to grow tremendously because every time that something happens that causes people to lose trust in you, to see that you don’t have the Integrity that they thought, you lose a lot of people. 

And so if that never happens, because you never lied to them, because you never tried to trick them, because you never tried to sell them something that wasn’t as good as you said it was. If that’s what you do then success actually comes pretty easy. 

It doesn’t necessarily come as fast in the initial days but I’ll tell you what, in Project 24, overwhelmingly I have members tell me: ‘Wow, you tell me all the stuff that’s in Project 24 and I’m like, cool, maybe it’s worth it. I go buy it and I’m blown away at the resources available here. I cannot believe this. Any comparable course on the internet is going to cost me at least $1,000. But that’s not true either because I haven’t found a comparable course at all.’ 

That’s the thing, if you can sell something that you can sell it because it’s good and you really sell it. But then people get in and they’re delighted because it’s even better then you said, you have no problem growing. 

We have YouTube videos where we’ll talk on the YouTube video and then somebody will post a comment ‘hey, you know I’m torn about buying Project 24, what do you guys think about this?’ or ‘here’s my question’. And we don’t even have to answer because five members of Project 24 will jump on and say ‘no, like really, this is what you should do and here’s the answer to your question’. 

That social proof has been the greatest form of growth that we could ask for, even if it means that because we’re not using some shady tactics, we grow a little slower in the beginning, we never have to worry about having horribly disaffected members who go about saying negative things about us.

“That social proof has been the greatest form of growth that we could ask for, even if it means that because we’re not using some shady tactics, we grow a little slower in the beginning, we never have to worry about having horribly disaffected members who go about saying negative things about us.” – Ricky Kesler

26:57 WHAT IS YOUR BEST MARKETING TIP?

My best marketing tip is actually to come at things from an angle. 

Too many salesmen, too many people, too many marketing campaigns are all about coming at you head-on. 

It’s like ‘I have a vacuum to sell, I’m going to sell you a vacuum’. They come to your door, right? ‘I sell pest control’ or ‘hey, did you know that solar panels do well here’? Okay, for what, like half the year? I live in Idaho. 

Anyway, they come at you head-on and what happens every single time, you immediately feel defensive. You put up walls that they have to break down over the course of hours, in many cases, to be able to break you down to the point you’ll buy whatever product they have to sell. 

I’ve let in door to door salesman many times because I’m too nice to turn them away. And everytime, by the end, I just feel so worn down. I still never buy. 

I’ve still never ever ever bought something from a door to door salesman but I feel so worn down. I’m like ‘you have not sold me on this product, you’ve worn me down’. 

Don’t do that. Too many blogs do that. It’s like ‘hey, this is a post reviewing this product and I’m going to slam this product down your throat enough times until you think it’s the only one on the market’. That’s not effective. 

If instead, you provide someone with help, somebody searching something on the Internet because they have a question, they have a need. And you fulfill that need. Somewhere along the way, as a helpful friend, you say ‘also, here’s a tool, here’s a resource that can help you further with this, if you need that additional help’. 

Suddenly, you’re not coming at them head-on. Suddenly, you’re helping them. You’re holding their hand and walking them down the path toward something that’s going to help them with whatever it is they’re looking for. 

Both people may have the same motive in mind, to sell a product to somebody. And both people may even have good intentions to sell someone a product that they should buy, that they need but one of those people is an adversary and the other one of those people is a friend, is a mentor and is a helper.

This strategy is used and works very well in sports, it’s used and works in battle, it’s used and works in marketing and psychology. It’s about taking the indirect approach.

29:20 WHAT IS YOUR FAVORITE PRODUCTIVITY TIP?

My favourite productivity tip is to write things down in a way that they’ll be reminded to me later. 

I use the reminders app on my iPhone for everything. I’m constantly telling my phone ‘hey, remind me to do this tomorrow at 10 a.m., remind me to do this in a month, remind me to do this every month on the first of the month. 

And when I set those reminders, all of those things that I have to do can stop swimming around in my head. 

One of the worst things you can do for productivity is to have a lot of things that need to get done and to be carrying that on your shoulders and trying to remember and keep them all in the forefront of your mind. 

If you do that, you’ll never be able to completely focus properly on one thing. It’ll be very, very difficult for you to accomplish all those things that you need to  do. 

But as soon as you lay out all those in a schedule, whether it’s on a calendar, whether it’s handwritten, or whether it’s using a schedule reminder, like what I like to do, that is what allows me to take things one at a the time and to accomplish all the things I need to do. And I still end up with a lot of free time to work on other things.

30:30 HOW DO YOU PLAN AND SET YOUR GOALS? 

When it comes to planning goals, the approach that I take is I start with the end in mind. 

And this is what we’ve been doing a lot here at Income School. If we’re looking at this year and we’re saying what needs to change between now and the end of the year for our business to be in a more secure place or for us to achieve some level of financial success or for us to help a certain number of people. And maybe all three of those things. 

And so we’ll set an objective for each of the things that we need to improve over the course of this year for our business to keep progressing in the way that we need it to progress or that we want it to progress. 

And based on those outcomes we set objectives, what you would call goals. 

The only problem with goals, for the most part, is that they’re often outside of our control. We can control what we do to try to achieve them but I can’t control how many people buy my course. I can influence that but I can’t control it. 

And so what then we have to do is create a plan that should achieve or exceed each of our objectives, each of our goals. And if we achieve each of those objectives then the outcome, the overall outcome that we’re looking for for our company, again, should be met. 

And so then what we do is we restructure our employees’ plans and objectives for the year based on completing those plans. And if they complete the plan, if they do what they were supposed to do, they’ve met their goal, whether or not the actual objective was met because that’s not totally in their control, is it? 

And so when you set a goal or an objective that’s outside of your control and then try to hold yourself to, to a timeline and to set that smart goal, if you do that but you don’t have complete control over whether or not that’s achieved then you set yourself up for failure. 

A certain percentage of the time you won’t achieve it because you can’t even control it. 

And so we set outcomes and objectives and then we create plans and the plan is more like what a goal should be. The plan is ‘if I do these things, if I create this new YouTube channel and create this many videos per week,’ there’s a whole list of things that we would do on that YouTube channel, ‘then I should be able to achieve this outcome, this certain level of income, or this number of subscribers or whatever it is. And if I achieve that outcome then maybe the outcome for the company should be met.’ 

So it’s not all that different from the way a lot of businesses set goals and the way a lot of people set goals. Only that we focus our efforts on the plans that should achieve those objectives, that we believe will achieve those objectives. 

And if those plans are not achieving those objectives then it’s time to revisit the plan. But we don’t hold ourselves or our employees terribly accountable for not achieving the objective if they achieved the plan, if they did everything they committed to doing and more. 

So that’s the way we do it and it allows you to succeed even if things are outside of your control. 

You can succeed at completing the plan and you will be closer to your objective even if you fell a little bit short, whereas the traditional goal setting method, if you don’t achieve the objective you kind of failed at the goal.

So that’s it for me today. I hope that some of the things that I shared were helpful for you. I wouldn’t take any of it as gospel, more like the opinion of Ricky Kesler. But there’s a lot that I’ve been able to learn in entrepreneurship and a lot that I still have left to learn. I appreciate this opportunity to come and share a little bit of what I’ve learned with you. 

CONCLUSION

Thanks so much to Ricky from Income School for taking the time to share his insight with us.

passive income with niche websites

If you would like to learn more from Ricky visit the Income School YouTube channel or visit here to learn more about Project 24.

Also, if you are wondering about the income potential of a niche blog or website you can check out 64 blogging income reports (including a blogger that makes over $200,000 per month)!

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