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Howard Partridge Part 2 | The 10 Principles that Lead to Phenomenal Performance

Cheryl McRae
Josh Smith
Howard Partridge is an internationally recognized business coach, best-selling author, and experienced business owner. Originally from Mobile, AL where he grew up on welfare with six siblings, Howard shares the principles and components behind phenomenal business performance.

Josh Smith (00:03):

Hello. And welcome back to the sharpest tool where we take the sting out of marketing. My name is Josh Smith. I am your host and we're back in the booth this week with Howard Partridge, who I'm really fired up to continue our conversation on failure to implement, which is something that plagues a lot of business owners today. So, Howard, welcome back. Thank you

Howard Partridge (00:21):

For having me back.

Josh Smith (00:23):

It's so good to have you back in here. So just for those of you who didn't listen to episode one, aren't familiar with Howard. He's an international business coach. Number one, amazon.com best-selling author and he's conference speaker. He started out his first business out of a trunk of his car and he turned it into a multimillion dollar turnkey enterprise. He has owned nine small businesses and helped other business owners for the past two decades. He's been coaching and mentoring for 22 years, just all around great guy to have great guy to learn from. So I'm really fired up to have him back in here. Um, Howard, why don't you, uh, give our listeners a bit of a bird's eye view a little bit about your background, your story for those who haven't listened to episode one, you bet.

Howard Partridge (01:02):

I want you to listen to episode one stone to make it a little bit shorter. This time, uh, grew up on welfare and mobile. Alabama got kicked out of the house at 18 years old. I grew up on welfare by the way, and robbed in Houston, Texas with 25 cents in my pocket became a waiter married my beautiful bride, Denise Congetta Antoinette Panella from New Jersey.

Josh Smith (01:23):

I think that we got

Howard Partridge (01:25):

To say, right, right. And we've been married 35 years. I started the business with our wedding money. I started the business with our wedding money. My wife was not thrilled about that at the time you dead. What? And anyway, for 13 long years, I became a slave to that business and I worked 24 hours a day, seven days a week. I had some breakthroughs in 1997, learned a few secrets and then took that business with the systems that I've developed into a multi-million dollar business. It is turnkey. Got a great staff over there. Started coaching. I became the exclusive small business coach for Ziglar. I have my own company called phenomenal products, and we have clients in 109 different industries in 20 different countries currently. And I've written eight published books.

Josh Smith (02:15):

There you go. There. You have it. Howard Partridge. Welcome. Thank you. So last episode, we talked a bit about, uh, diving into your new book. That's coming out in February failure to implement one of the biggest challenges for business owners today is their ability to actually implement on the things that they want to do to achieve the goals and outcomes that they want to achieve. Right? So I want to pick it up today with 10 principles you discuss in your book, potential picture, purpose, people, planning, priority, process, productivity, progress, and patients. Very good. I love the alliteration there. You also founded your own home service business 35 years ago. So what principles do you see home service, business professionals, struggling with the most out of all those?

Howard Partridge (02:58):

Well, they call these principles work together. So just to recap the philosophy behind MTI, one of the things that I realized along the way and building my own business and then coaching small business owners and individuals and leaders, frankly, that they could be more, do more and have more if they just did simple things. And I was teaching at a seminar one time I was speaking to a group and I was talking about what is that about? People have all these ideas, but they never actually do anything about it. And my buddy who was there with me was sitting on the front row and he goes FTI. And I was like, what did you say? He said, FTI is like, what's that he's like failure to implement. So I came to learn that the number one reason that small businesses don't grow or do as well as they could.

Howard Partridge (03:47):

And the number one reason that people don't reach their biggest dreams and goals is what I call FTI failure to implement. And I got it from my friend Kirby. And so over the years, as I've been coaching, people are a community. And everything that we do is all about implementation, right? Cause you can know what to do. You can even know how to do it. You can be an expert at it, but if you don't do it, if you don't execute, just not going to work. So again, to just recap, I learned from my mentor, the late Zig Ziegler, and I'm so blessed to be involved with, uh, Ziglar and beyond their team. Zig Ziglar said that the secret ingredient of success is desire. Desire comes from a vision, but most of us don't have a compelling vision for our life and for our business.

Howard Partridge (04:35):

And I call that belief, if you don't have that vision and you don't believe that that vision as possible, you're not going to have the desire. So this is a very logical book. Okay? So the principles of what I call phenomenal performance to perform in life and business. And I think everybody here would agree that there are things that you could do. I love how Zig used to open a lot of his speeches. He said, how many of you believe that there's things that you could do in your personal life and your professional life that would make things worse. And everybody's like, okay, everybody's awake. Yeah. So then it stands to reason that there are things that you can do to make your life or your business better. And the choice is yours. Yeah. Tom Ziglar just wrote a book called choose to win. You got to choose to win.

Howard Partridge (05:24):

So I outlined in this book 10 principles, and the reason I call them principles is because the principles we live by and the principles we operate our business by come from our belief systems. Right? So the first one is the potential principle and the potential principle states that understanding your potential impacts phenomenal performance, right? Because Mr. Ziglar said that most human beings suffer from a poor self image to one degree or another. And the thing is this, maybe I think, well, I'm not a leader. I can't have employees. I I'm not that smart. So how could I know all this about finance and all of this? So you got to understand that what one man can do another can do what one woman can do another can do you got a rock star in here earlier, Ellen Rohr. I mean rock star, people who can't believe all the things that she's done, that she's implemented, you got to understand your potential.

Howard Partridge (06:23):

And so that's one reason that people don't reach their goals. They don't know what Mr. Zig Ziglar says that you're born to win, designed for accomplishment engineered for success and die with the seeds of greatness. My company is called phenomenal products. Why is this man that I know my early mentor came to speak at my conference? And he said, you know, Howard's products are phenomenal because when I started out, I had manuals and CDs and DVDs and things like that. And he said, but I'm here to tell you that you are the phenomenal product. I was like, Ooh, that's good. I got to ride that one. And then I finally realized why I actually named my company phenomenal products. So you are phenomenal. You're created to be phenomenal, to do phenomenal things, to have a phenomenal life. So you got to believe that's principle. Number one, principle.

Howard Partridge (07:04):

Number two is called the picture principle. If you don't have that compelling vision that really moves you, that really compels you. Then you're not going to do the things that you need to have phenomenal performance. So that principle states that a compelling picture, imagines, phenomenal performance. You have to believe it. And then you have to say, okay, what would this look like? Right. So this is when you start creating your vision. What if I was able to make X amount of dollars? What if I did have someone that could do this part of the business that I hate doing like accounting? What if I did have a rockin operations manager? So I'm not in the weeds every day, right? And this is what we help people do every single day. The third principle is what I call the purpose principle. And in this principle, you got to understand why you're in business.

Howard Partridge (08:01):

What void in the marketplace would exist. If your company didn't exist. In other words, what would your customers miss out on? Not just the service. There's plenty of people that can do this service. There's plenty of people that can show up on time, but how do you make them feel? What are your belief systems? How are you making a difference? And this is what you need to also share with your team is not what we do. And not even how we do it. That'll take you to another level, but why we do what we do most business owners, don't ask me why we do this. Just do it big mistake. Always, always, always share the why. This is why you need to always be sharing client success stories with your team and testimonials, give everybody a big hand clap because it's making a difference in their life, right?

Howard Partridge (08:53):

You're helping them avoid what I call uneducated uninformed and sometimes downright and scrupulous service companies. Right? So you got to understand that you can do this. You can do anything you want to do. If you want to go build a franchise like Yellen roars doing, if you want to walk on the beach, like I do whatever it is. And you can make a difference both in the lives of your clients and your team members. Yeah. Which brings me to people. The fourth principle is the people principle and the people principles states this, by the way, the purpose principle, the one right before that, knowing your purpose inspires phenomenal performance. So you and your team will be inspired when you know that you're really making a difference in people's lives, right? You're not just fixing their stuff. You're making a difference in their life. The people principle, having the right people around you influences phenomenal performance.

Howard Partridge (09:48):

See when I have people that believe in me, when I have a coach that says, I'm here to support you, I'm here to encourage you and maybe even kick you in the pants. When I need to, that inspires me. Ellen Rohr inspires me. I've had so many great coaches and people, you know, you don't perform at a phenomenal level. Nobody does athletes. Entertainers, uh, landed at Hollywood, Burbank, Hollywood, Hollywood, or Burbank. They're dizzy, different places. Yeah. And Burbank. Right? But that area bank, it says Burbank, Hollywood, I guess that's the name? It's on Hollywood Boulevard. Is that what it is? Okay. All right. Anyway. So you know, I'm from the other LA lower Alabama. Okay. So anyway, the thing is, is out here in LA entertainers have coaches, they got voice coaches. One of the guys here at the facility was telling me he'd gone to voice class last night.

Howard Partridge (10:42):

And so there's so much talent around this place. You got to have coaches in your life. You also have to have phenomenal team members, people that you can trust, people that you can try and, and people that are going to take care of your clients better than you will. And now I, might've just lost a few contractors right there. And they're like, well, nobody can do it as good as I can. They can do it better than you can because you're thinking about forty-five million things and you haven't followed up. When you needed to follow up, you didn't collect the invoices that you needed to collect. You didn't FTI. So your people can do all the things that you're not good at that you shouldn't be doing anyway, stay in your strength zone. And then of course you got to have phenomenal clients. So the main thing here is the people around you that are in your ear that influence you, whether it's family members, whether it's faith members, whether it's coaching members, whether it's team members, whoever you have around you.

Howard Partridge (11:42):

Jim Rohn said that we're the sum total of the, I think you said five or six people that we hang around the most. So get around people who are already where you want to, and that know how to get you where you want to go. All right. So number five is a planning principle and the planning principle states this a proper focused plan, initiate phenomenal performance. If you want to go somewhere, you've never been before you got to have an itinerary, you can't even get started. My wife, I've taken my wife to Italy a few times. She's Italian. So, okay. You know, and anniversaries went on, our 20th, went on our 35th and man, there's a lot of planning involved in that, right? Yeah. Same with your business. Look at the next five years, where do you want to be? Where do you have to start?

Howard Partridge (12:33):

What's the vision? What are the steps and what are the components of that business plan? I know Ellen talked a little bit about that also. So spend some time planning, you know, take that business planning process and every quarter, get away from your business. Think about where you are, where you want to go and then do annual business planning. Seriously. I know a lot of people don't like to do planning, but honestly, this is my favorite thing to do. And the reason is, is that it gives me time to dream. It gives me time to think, because see, I believe I know that if I sit down and I create that vision and I work on that vision, I create that plan. But if you're just like deflecting all day, right? If you're just taking care of problems all day and putting out brush fires all day and you don't have a plan, you're not going to get to where you wanna go and you're not gonna perform as well as you could.

Howard Partridge (13:24):

And your people aren't going to perform as well as they could. Yeah. Makes sense. Makes sense. Okay. Perfect. All right. The next one is number six is called the priority principle and the priority principle states that living by priority ignites phenomenal performance. By the way, there's a question behind each of these principles. So when people get this book or they go through our training that we're going to do on phenomenal performance, there's a question behind each one of them. The question behind this one is what's important right now. You could go all the way back to Stephen Covey's book, the seven habits of highly effective people. And he talked about the urgent. Non-urgent the important non important. You have to discipline yourself. You can do anything you want, but you can't do everything. I'm a student of Gary Keller who built Keller Williams Realty. And he wrote a book called the one thing.

Howard Partridge (14:20):

And there's a focusing question in that book. And the focusing question goes like this. What's the one thing I can do, such that by doing it, everything else becomes easier or unnecessary. You can apply that to every area of your life and every area of your business. So let's talk about business. What's the one thing I can do. If I'm not profitable. If I have money in the bank, I was coaching a guy the other day and he has a hundred thousand dollars in receivables that he's not collecting, not really doing much about. I know. And that's, you know, my hybrid, you know, I was in the same boat. I had lines of credit that were maxed out and I was like, ah, don't worry about it. We're a man. We got all kinds of business coming in and it's going to be fine. And we're going to get no.

Howard Partridge (15:05):

And like, I think he didn't appreciate the fact that I like got on him about that because the fact is, is how does that make everything else? Either easier or unnecessary? Well, first of all, without money, you could hire somebody to do all this stuff for you. Number one, number two, you don't have to run to the bank or get on and transfer money from here or delay this. And you're having to physically handle all of this stuff and manage that when you could be doing other things, building your business, right? Maybe the priority as we need more prospects, maybe the priority is we need more people. And so living by priority ignites phenomenal performance because like Gary Keller said in his book, it's a domino effect. If you live by priority and you get that one major thing knocked over first, now you're set up for the next domino and the next domino and the next domino, it's a phenomenal thing.

Howard Partridge (15:59):

The next one is the process principle. And that principle states that a simple process improves phenomenal performance. Ellen Rora says the simpler. You make it the farther you can take it. Checklist, flow, flowcharts. How about this? My people won't do what I tell them to do. I've told them a million times, have you ever created a job description? Have you ever created what we call a PRD, a performance results description. It's a checklist. When you get here, you do this. Yeah. After that, you do this. And then you do that and you do this a checklist first. And I have what I call the five components of a phenomenal system. And so one of my other books, the five secrets of a phenomenal business. So once you have that checklist, then everybody knows what their job is. Then there's some training that's going to come.

Howard Partridge (16:55):

You know, if you don't know how to grade the invoice and send it out, collect the money, do the job in the field, whatever it is, obviously there's training there, but you gotta make it simple. This is the checklist. This is what you're responsible for right there. And so having just simple systems in place will improve phenomenal performance. The eighth principle is the productivity principle. You got to take action. You've got to do something produce. You've got to produce. I mean, you got to, once you have your priorities, we have four. We call them the phenomenal four. And every single day you take that daily time capsule that I talked about in the last episode, just an hour a day, you got your four phenomenal projects and you just take a little action, just kick the ball down the field a little bit, every single day, just five chops a day that tree's coming down, right.

Howard Partridge (17:48):

It's just as simple as that. It's not easy necessarily, but it's simple. Then number nine is the progress principle. And the progress principle says that tracking your progress, illuminates, phenomenal performance. How are we doing? How are we tracking? This is what Ellen stub is so good on. You know, you can't do anything about your income statement for this past month after the month is over the game is over for this month. So consistently tracking your numbers, your on time rates, your customer satisfaction rate and those kinds of things, it's like going on a trip, right? So you ever seen a flight tracker on a plane go on an international flight or any flight really? But mostly on the international you're checking. I was like, how many more hours do we have? You know, and you, you got the GPS there. And then finally, a number 10 is what I call the patients principle, which states exercising great patients.

Howard Partridge (18:47):

It's a hard word for me to even say exercising, great patients increases performance. Entrepreneurs are in such a hurry. Yes, we have the urgency that we got to implement, but you got to let things develop. You got to let this person get up to speed on that training. You got to give your processes some time to work. I love Mr. Zig Ziegler story about the pump. I'm sure most people probably, if you haven't heard of Zig Ziegler, you gotta get Zig Ziglar, but Zig Ziegler traveled around with this, a water pop. And I'm one of the few people in the entire world that I actually own my own Chrome plated pop. And you know, I believe that all of business knob life is about relationships. And I love Zig Ziglar so much. I just served and served and served. And finally, they were like, well, you're hanging around us so much better put you on staff didn't actually happen that way.

Howard Partridge (19:42):

But yeah, they were like, listen, we want to go into small business coaching. Would you be willing to go into that business with us? And I was already a successful coach adding Ziglar to my business. I was like, uh, yeah. So anyway, the pump, he tells a story about he's also from LA lower Alabama. And he said, you know, there's a couple of boys down there in south Alabama and it's hot it's August. And one of them spots and oh, water pop and they were thirsty. And, and he says, Hey, uh, Bernard, let's go get some water out of the pop out there. He said, oh, there's nothing in that Polish. Oh yes, there is. He said, let's go get us a drink of water out of there. And so they went out there and they started pumping on, of course not came out. He said, wait, you got to get a little bit of water.

Howard Partridge (20:26):

Grab that bucket right there. Put a little bit of water in this pump because you got to prime that pump, you got to put something and before you get something out, you know, and you know, say out of this whole story, I said, then you got to pop like crazy. Don't stop Papa. Because see here on south Alabama, the water is deed, which is a good thing because it's cooler, it's cleaner, it's sweeter and this gotta be worth the effort. So yeah. Pop like crazy. And then once you get the flow going, is that all is you need is just a little easy, steady pressure on that thing. And that's what getting your business systematize is really all about. That's what all these principles is about. That if you will practice these and give them time to work, pump like crazy, you gotta pop like crazy. Nothing's going to happen, right. But if you keep on pumping at the right pump and you get that flow, don't let that system just go by the wayside, keep it in play so that you just have a constant steady flow of clients, employee growth, profit production. I mean, it's just a phenomenal thing. It just is.

Josh Smith (21:43):

I talk about systems. What's kind of the first step that you coach business owners and to establishing a system, maybe somebody hasn't done systems before, and that's a new concept to them. What's kind of the first step for somebody to get started.

Howard Partridge (21:57):

Well, there's actually five components that might sound a little complicated at the start, but you need a simple vision. So this is what we're about. I call it MVP that your mission, this is what we do every day to serve our clients, uh, values. This is who we are. This is how we operate. This is our code of conduct and purpose. This is why we do what we do then of course a part of that mission is your sales goals, right? So you have yourselves goes out there, you got your production goals. So let's set up the vision first. Where are we going? Secondly, lead set up the org chart, right? So who does what here? And let's organize that. And of course there are five systems that I talk about in my book, the five secrets of a phenomenal business, Michael Gerber said that the secret of a business is the system.

Howard Partridge (22:50):

The question is why, well, the why question is your life goals. The secret is the system and you need five. You need a systems and leadership. That's acquiring people. That's training people. That's leading people, that's coaching people. That's communicating the vision. That's my definition of leadership is leadership is effectively communicating your vision. The second one is marketing. You need to have systems. In fact, I was coaching a coach the other day. She's a Ziglar legacy certified coach. And she was telling me about what she does when I coach somebody. I said, okay, tell me where you're at now. And where do you want to go? I'm looking for the gap. Right? And she was telling me how she does everything. And I was like, okay. So what's your process of lead generation? What's your process of onboarding those people? What's your process for serving those people?

Howard Partridge (23:40):

And she was like a year kind of busted my bubble right now. Yeah, she's busy, but busy is not what you want. What you want is long term sustained success. So vision org chart and the five systems, our leadership marketing, how you get prospects, sales, how you close that sale operations or service that's client fulfillment and administration are tracking the results. And so that creates the org chart. And then I have three layers of leadership, implementation manager and directors. So I have an org chart that has 12 hats on it. What business owners need to understand is, are wearing 12 different hats right now. And that's one of the reasons they're overwhelmed. And one of the reasons this message is so important as we got to organize this stuff, okay? So now I can see my business. Now I've got all these functions. Now I put together my job descriptions, that checklist.

Howard Partridge (24:37):

So what needs to happen in lead generation? You know, what are the steps right there? And then we apply that to whoever's on our staff who does that, right? Who does the podcast here? Who does the interviews? Right? What are the steps? Josh does that and here are the steps. And then you have to have policies and procedures. And that's what takes a long time. So I talked to them about their vision and I say, let's get your people. Let's talk about the people you have. And then let's start creating some policies and procedures. Let's first create that checklist of what needs to happen here. Who's going to do it. And then we have the framework really for taking it to the next level. So do you have any

Josh Smith (25:22):

The specific examples of how you've seen a process, like dramatically improve someone's business that you've helped coach. They didn't have a process in place. You helped them implement it. And then you saw some crazy results, some phenomenal results,

Howard Partridge (25:36):

Tanya, but I'll tell you one, that's like, give me one better than phenomenal over the top. That just came to mind. When you said that early on though, is a guy by the name of John Torres. And John Torres came to me and I did a little seminar, had just first started and he hadn't even started his business yet. And so we taught on the procedures for, I teach a process called referral marketing, and this is how you go out and get business. So I started doing that. And next thing you know, he realized that, you know, I'm not going to do this consistently, so, okay. Let's hire somebody. So we hired somebody and he went through two or three people and they got a rock star that just did the system, just like, so he had a process for referral marketing. So I had so much business common as, okay, now we need a process for managing your team, right?

Howard Partridge (26:32):

You need a leadership system, you got the marketing, you got the sales. Now we need to work on the operations, had a lot of issues just because he wasn't paying attention processes were there. He just wasn't using them. It was funny when you guys, I was out there listening when you're interviewing Ellen Rohr and they were talking about where'd this band go, you know that somebody lost a band it's on the balance sheet, but we don't know. Did we sell it? Did we give it away to somebody still is in the backyard? Well, John Torres called me up one day and he said, I think I need a policy, like a driving policy and said, okay, we have that. Why do you need it? He said, well, I had a guy getting an accident and one of our bands and it just disappeared off the radar.

Howard Partridge (27:19):

He didn't know what to do with, to have a policy for it. We didn't have a procedure for it. So I just hid the rec van behind his house. And it was just holed up in his house. Like, I guess hoping nobody would find him. I mean, it's like, okay. And not the first place you're going to look, you know, anyway, John Torres, because he simply learn the systems and implemented the systems went from zero to $20 million a year. Wow. That guy makes so much money. It's incredible. And get this. His leaders are like, Alan was talking about young people that are just hungry, man. They want to make their mark. And it's just the most beautiful thing ever. So that's one of many, many examples. And the people who are most successful with us simply learn the proven systems and they implement them. And they do that by being inspired and organized, getting trained and being part of a community.

Josh Smith (28:17):

Well, this has been awesome, Howard. I really, really appreciate the insight here. Where can people find out more about you

Howard Partridge (28:22):

Howard partridge.com? Just like the Partridge family, or if it happens to be Christmas time, Archer again, a pair through,

Josh Smith (28:32):

Ah, well, Howard, thank you so much. We'll have to have you back in and learn more about all the other amazing tools that you have at your disposal to share with our business owners under

Howard Partridge (28:41):

One condition. What's that lunch,

Josh Smith (28:43):

Lunch, and lunch and dinner. We were planning it to be a full day event. Awesome. Howard, thank you so much. Appreciate you.

Howard Partridge (28:51):

Thank you for what you guys are doing. It's really making a difference out there.

Josh Smith (28:54):

Absolutely. And for everybody listening definitely hit that subscribe button wherever you might be at. So you can get more of this awesome content. And from all of us here at the sharpest tool, we'll catch you next time. Thanks.

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