How I Test Business Instances and Reuse the Work Behind Them

I call the business at a particular moment an instance: the offer, lead list, outreach script, sales process and VSL all exist in some combination. Changing that combination creates something else to test.

The practical question is how to move through more of those combinations. That takes both the ability to do the work and decisions that let work already completed keep helping the business.

Look at the combination rather than one isolated tactic

An offer tells the buyer what they get. The lead list and script determine who receives the message and what it says. The sales conversation and VSL then help explain the service. Together, those variables make up the operating business I am calling an instance.

In the lesson, I used hypothetical financial outcomes and odds to illustrate why more attempts could matter. The operating action was testing different offers, leads, scripts and VSLs, rather than leaving every variable unchanged and waiting for a different result.

Build the capabilities needed to run the next test

It is hard to test a new offer or funnel if I cannot make the assets it needs. I named offer creation, VSLs, ads and sales calls as capabilities that determine which instances a person can actually put into practice.

I use agency to mean being able to figure things out across a range of tasks and situations. That is different from already knowing the answer to every problem. It means acquiring the skill or finding out how to solve the problem in front of me.

Client Ascension related reading: the operating systems lesson maps the work that a new test needs people or automation to complete.

Reuse existing content on another distribution channel

One example was a business already posting content but wanting more traffic and calls. I suggested distributing the same material on other platforms, such as moving beyond TikTok to YouTube and Instagram, rather than treating each channel as requiring an entirely new production process.

I called this an asymmetrically efficient decision: a relatively small addition to the work could put an existing asset in more places. The example is about distribution of something already made, not a measured promise that every platform will produce the same response.

Record the explanation that keeps repeating on calls

Another example was repeating a long pitch across four or five sales calls a day. I proposed making a VSL that explains that pitch and sending it to each prospect after booking, before the conversation.

That lets one explanation do work repeatedly. The intended change is for prospects to arrive with more context so the call does not need to begin with the same full explanation every time.

Find people who have solved the specific problem

When a business problem is new to me, I look for somebody who has already worked through it. In the lesson, I connected that with being around other agency owners and B2B founders, where a question can be put to somebody with relevant experience.

The framework brings me back to the next operating decision: what combination am I testing, what capability is missing and what existing asset or relevant experience could help me move forward? That is the useful work behind increasing the pace of instances.

Client Ascension related reading: Max’s ecommerce agency account discusses delivery pods, hiring and reporting.

Adapted by Client Ascension with AI assistance from Daniel Fazio's lesson. The first-person narrative follows the source speaker’s account. Watch the original video