Eight exercises from the book — interactive calculators you can fill out in your browser, save your answers, and print as a PDF. Work through them in order the first time. After that, come back on your own cadence.
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Your MUST is the minimum financial outcome your business requires to survive, stripped of optimism and everything you'd put on a vision board. Work backward from profit. Every blank is a guess you are paying for.
Four decisions that define your lane. Each is a boundary. Boundaries make compounding possible. A quiet Tuesday where everything on the calendar is right is what a defined lane feels like.
Map every closed transaction to its actual source. 80% of your business comes from 20% of your sources. Track until you know which 20%. Then stop doing everything else.
| Source | # Closings | GCI ($) | Notes |
|---|---|---|---|
| Totals | 0 | $0 |
Your database is the number of people who know you, trust you, and remember you when real estate comes up. Run this check at the start of every quarter. If the referral rate is below 20%, silence is almost always the cause.
Score yourself 1–10 on each function. No sevens. Seven is comfort. Give yourself a six or an eight. The gap between your current score and your target score is the work.
| Function | Diagnostic question | Current (no 7s) |
Target | Explain the Gap |
|---|---|---|---|---|
| Create | Can you consistently generate new opportunities? | |||
| Capture | Do you convert every conversation into data? | |||
| Curb | Do you eliminate misaligned clients? | |||
| Cultivate | Do you systematically nurture trust over time? | |||
| Convert | Do qualified prospects commit to working with you exclusively? | |||
| Close | Do transactions move cleanly to completion? | |||
| Customer Touch | Do you remain present and valued after closing? | |||
| Average | — | |||
Every stage trades margin for scale. That is a trade to be understood and made on purpose. Before moving to the next stage, ask: does this move take me closer to the exit I defined, or further from it?
Every profitable operator needs to think about their money in four distinct layers, each with a different job. If a layer is blank, it is a gap the next market shift will find.
Ninety days. One or two specific gaps. Nothing else competing for that attention. Long enough to see whether what you're doing is working. Short enough that you can't pretend you're still warming up.
Jon and Brittany answer questions live inside the free Facebook group. If you get stuck on an exercise, can't figure out your MUST number, or want to pressure-test your 4Ps — this is where to bring it. The group is full of agents running the same plays. Want deeper accountability? The paid mastermind at thinkbigquestioneverything.com goes further.