IAM2695 – A Simple Formula for Execution: Defining Your Who, What, and How

The Problem with Complexity

Gresham Harkless argues that a major pitfall for entrepreneurs growing from “zero to one” is overcomplicating their strategy. He suggests that if a marketing plan resembles a 20-page thesis or a heavy homework assignment, it is being done incorrectly and will likely kill momentum. Instead of massive, complex plans that look good on paper but are never used, business owners need a simple, clear roadmap that can be executed on a daily basis. By simplifying the approach, entrepreneurs create the opportunity to actually follow through and achieve consistent results.

The Who, What, and How Framework

To combat complexity, Harkless introduces a “CEO hack”: a marketing plan that fits on a single sheet of paper using three specific columns: Who, What, and How. The “Who” requires naming a specific person or avatar to serve, noting that trying to target everyone results in reaching no one. The “What” focuses on identifying the core problem being solved, which Harkless believes is the heart of entrepreneurship. Finally, the “How” involves choosing just one or two channels—such as social media, email, or podcasts—and committing to them consistently.

Turning Ideas into Impact

The ultimate goal of this one-page plan is to move a business from a mere idea to a tangible impact. Harkless emphasizes that success in this stage doesn't require fancy templates or industry buzzwords, but rather an intense focus on execution. He reinforces his core success equation: Visibility plus Resources times Connections equals Success. By stripping away the “noise” and focusing on the foundational principles of the three columns, entrepreneurs can save months of wasted effort and build a meaningful business by running their own race.

Previous Episode: https://iamceo.co/iam2694-impact-over-hours-how-the-80-20-rule-redefines-productivity/

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Audio Transcription:

Gresham Harkless 00:00
I've got news for you. If your marketing plan feels like a 20 page homework assignment or a thesis, you're doing it all wrong. Now, when you're growing from zero to one, complexity can kill momentum. You don't need a massive plan. You need a simple, clear roadmap that you can actually follow and execute on.

If you're building something meaningful, you're in the right place. This is the I Am CEO Podcast. I'm gresh, and for over a decade I've had the honor and the privilege of Learning directly from CEOs, entrepreneurs and business owners just like you on how to build. After recording more than 1600 episodes, one thing has become clear. Success isn't about following someone else's blueprint. And as I like to say on the show, if you run your own race, you can't lose. Even when we feel the journey should be a straight and linear path. What I've come to find out is success is a lot more like a plate of spaghetti. So in this special segment and episode, I'm starting to curate and share some CEO hacks and CEO nuggets that I've been dying to share. Drawn from thousands of episodes with phenomenal guests that have provided awesome value on the show, but also my 10 years of business experience as well too. These lessons are designed to strengthen the foundational principles that every business is built on and guided by a simple equation that we always go back to with our content. Visibility plus resources times connections equals success. This is practical wisdom you can apply almost immediately. So be sure to check out the show notes for more resources and next steps on how to level up. And of course, enjoy this special episode of the I Am CEO Podcast.

I've got news for you. If your marketing plan feels like a 20 page homework assignment or a thesis, you're doing it all wrong. Now, when you're growing from zero to one, complexity can kill momentum. You don't need a massive plan. You need a simple, clear roadmap that you can actually follow and execute on. Now, here's a CEO hack. Your first marketing plan should fit on one page. Start simply with three columns. Who, what and how. Now for who? Who are you serving? Be specific. Paint that picture. Create that avatar. Whenever you say my target audience is everyone, your target audience automatically becomes no 1. Name the exact person that you want to help. Now what? What problem are you solving? This is the core message behind every post, email or advertisement. I think it's at the heart of entrepreneurship as a whole. I believe truly great entrepreneurs are problem solvers. So how are you solving that problem? The clarity here. Save you months and months of wasted effort. And last but not least, how. How will you reach them? Pick one or two channels, as I like to call them. Ingredients. Maybe it's social media, maybe it's email, maybe it's partnerships, maybe it's podcasts, maybe it's LinkedIn, maybe it's Facebook. And commit to these one to two showing up there consistently and providing value on an everyday basis. Does it sound simple? That's because it is. That's completely it.

No fancy templates, no buzzwords. Just focus and execution. And you know why? Because the best marketing plans aren't the ones that look good on paper. They're the ones that get used on an everyday basis. And when you simplify, you allow that opportunity for you to be able to execute that on an everyday basis. So don't hesitate. Right now, take out a sheet of paper, draw those three columns and start writing. Your one page plan is ultimately your first step from turning to idea into impact.