PRAISE

FOR
“Pulling Profits gives you the measure of your company - because
what gets measured improves. Brad Sugars and Monte Wyatt
have crafted a deeply insightful process for building sustainable
success, and for creating an organization where people are
engaged, empowered and committed.”
Robert G. Allen, New York Times bestselling author of Creating
Wealth, Multiple Streams of Income and The One Minute
Millionaire
“Profit is not just money left over from sales and operational
costs - it's the reward for a job well done and a plan well
executed. It's where hard work meets team-work. And it's the
value you create that adds to your growth and legacy. Pulling Profits
Out of a Hat - Adding Zeros to Your Company Isn't Magic is a gem. A 10-
carat diamond in the rough. All you have to do is take it for
yourself and craft your own jewel. Monte Wyatt is a world class
business coach and profit generator. Brad Sugars is a world
class entrepreneur and wealth generator. Learning from these
two you can't go wrong.”
Jeffrey Gitomer, author of The Little Red Book of Selling and
The Sales Manifesto
“In Pulling Profits, Brad Sugars and Monte Wyatt show how every
single person in a company is vital to its success. Pulling Profits
provides a disciplined and exciting approach to build on the
untapped potential of a business. Brad and Monte take us
through their customized steps to ensure that all constituents of
an organization - the company, the customer, the team member,
the stakeholder and the community - understand and
contribute to creating magic to add zeros to the bottom line.
Everyone who wants to achieve exponential business growth
needs to read this book.”
Dr. Ivan Misner, founder of BNI
“Pulling Profits reveals how to identify new income streams by
pulling enormous wealth out of overlooked areas of your
business. Using their vast experience as two of the world's
leading business and executive coaches, Brad Sugars and Monte
Wyatt offer a system to help you achieve sustainable,
exponential growth in all levels of your organization. They
provide definitive action steps to fix what needs help, and even
to vastly improve what's already working well. Pulling Profits is a
handbook for building a sustainable business.”
Sharon Lechter, CPA CGMA, author of Think and Grow Rich
for Women, co-author of Outwitting the Devil, Three Feet from
Gold, Rich Dad Poor Dad and 14 other books in the Rich Dad
Series
“Pulling Profits uses Brad Sugars' and Monte Wyatt's vast
experience and deep insights from their work with ACTION
Coach to create a handbook for continual improvement at all
levels in a company. Pulling Profits offers tools for finding the
magic that leads to positive change - including powerful self-
assessments that will prepare you for strategic planning. You'll
learn how to focus on the job at hand as well as future goals -
and create balance in your organization. It's a real breakthrough
among business books - wise and inspiring, with clear-cut action
steps for measurable results. I can't recommend it highly
enough.”
Dr. Tony Alessandra, CEO of Assessments 24*7 LLC, NSA
Speakers Hall of Fame & Legends of the Speaking Profession
“We live in a tumultuous age, with business owners everywhere
looking for a way forward. Brad Sugars and Monte Wyatt
provide a roadmap. Pulling Profits focuses on what makes a
successful business: the people in it and how they work together
and serve others. Through their insights into human nature and
profound understanding of society and community, Brad and
Monte have created a surefire classic on building a thriving
business.”
Michael R. Drew, bestselling author of Pendulum: How Past
Generations Shape Our Present and Predict Our Future
“Brad Sugars and Monte Wyatt know that leaders don't build
businesses - leaders develop their people and it's the people
who build businesses. But how do you get that to happen? Brad
and Monte know - and they're sharing their insights with
readers. As two of the world's leading executive and business
coaches, Brad and Monte have taken their proven strategies for
finding hidden value in all aspects of an organization, from the
bottom up, and they've created a step-by-step method for
exponential growth. Pulling Profits is that rare book: a truly
practical guide to creating a stronger, more profitable business.”
Mark C. Thompson, bestselling author of Admired - 21 Ways to
Double Your Value, Success Built to Last and Now, Build a
Great Business!
“When a business knows its people, and understands its clients
at a personal level, the business will grow. It seems simple, but
execution takes discipline and a well-thought-out strategy. That's
what Pulling Profits provides: a plan of action for exponential
growth, thanks to its focus on people. It gives business owners
the tools to make detailed assessments of their companies and
the part that everyone in an organization plays in its success.
Only when you truly understand every stakeholder, from
customer to colleague, can you start the strategic thinking you
need to build a sustainable and profitable company. Pulling Profits
will get you there.”
Bryan and Jeffrey Eisenberg, partners in Buyer Legends, and
authors of New York Times bestsellers Call to Action and Waiting
for Your Cat to Bark?
“I've witnessed Brad Sugars, Monte Wyatt and their brilliant
team of coaches deliver exceptional value to their business
owner clients for decades. Pulling Profits is a stellar step-by-step
guide to sustainable success.”
Deborah Torres Patel, author of Speak Like a Superstar - How to
Communicate with Credibility, Charisma and Confidence
“How do you build a sustainable company? How do you create
exponential growth? Brad Sugars and Monte Wyatt know how.
In Pulling Profits Out of a Hat, these topnotch business and
executive coaches have turned their wide-ranging experience
into an extraordinarily detailed program for business success. It
all starts by placing people over profit, and building from there.”
Aaron Scott Young, CEO, Entrepreneur, Creator, The
Unshackled Owner Program
“Pulling Profits will open up your eyes to the greatness you've got
in your business - but that you don't yet appreciate. Brad Sugars
and Monte Wyatt have combined their awesome business-
coaching talent and experience to create a handbook for
exponential growth. They give you tools to sharpen your insights
so you can take advantage of the potential you've already got in
your organization. You'll find steps to develop the people, the
talent and the potential of everyone who works with you. Pulling
Profits is chock full of wisdom, humor and the kind of practical
information that will make you say, "Now, why didn't I think of
that?" Well, Brad and Monte did - and thanks to their book, you
can start pulling profits right away.”
Trav Bell, founder & CEO, Bucket List Coaches
“Pulling Profits Out of a Hat shows why it's so important to look at
the small stuff that businesses usually ignore: emotional
connections, employee engagement, employee retention, and
community. By focusing on these and other overlooked areas of
your business, Brad Sugars and Monte Wyatt give you
exceptional tools to build exponential growth.”
Craig Handley, CEO of ListenTrust, author of Hired to Quit,
Inspired to Stay
“This really is a magical book. Using fantastic analogies that
make the content so easy to grasp, you learn how to create real
magic on and in your business and make it perform wonders in
our world. It's brilliant!"
Paul Dunn, Chairman B1G1
“Adopting the culture of an abundant mindset creates manifestations,
some call MAGIC. Brad and Monte's resource guide will help spread this
mindset at your workplace.
Law of Attraction at work - literally!"

Michael J. Losier, bestselling author of Law of Attraction, Law

of Connection and Your Life's Purpose
“Never stop learning - so your company can always grow. That's
one of the powerful lessons of Pulling Profits Out of a Hat, a killer
book about creating exponential growth. Authors Brad Sugars
and Monte Wyatt have given business owners and entrepreneurs
a real handbook for sustainable growth, with action steps that
will change how you do business. Their 5 Disciplines will enable
you to create a truly engaged company for your employees, your
customers and your community.”
Chris Rawlings, CEO of Judolaunch
“In Pulling Profits Out of a Hat, Brad Sugars and Monte Wyatt show
you how to be fearless in uncovering the best way to run and
improve your business. Their in-depth methods begin with a
positive mindset, a powerful process - and an emphasis on
people. Their book pulls no punches in revealing what creates
exponential growth, and it's all the more inspiring for that.”
Cathy Greenberg, author of the New York Times bestseller, Fearless
Leaders: Sharpen Your Focus - What Are You Capable Of?
We thank our families, the ActionCOACH Business
Coaching community, our business-owner, CEO,
and executive clients, and all of the business world
thought leaders we have learned from.

We do what we do because of you.

Copyright © 2018 by Brad Sugars and Monte Wyatt

Published by Cranberry Press

Distributed by National Book Network

All rights reserved. No part of this publication may be reproduced, stored

in a retrieval system, or transmitted in any form or by any means,
electronic, mechanical, photocopying, recording or otherwise without the
prior written permission of the publisher. Printed in the United States of
America. For information and inquiries address Cranberry Press, 110 E.
Houston Street, 7th Floor, San Antonio, TX 78205, or call 210-753-
1999.

Cover Design: Emily Paige Vincent

Internal Design: Emily Paige Vincent
Editorial Production: Robert J. Hughes
Set In 8-16 Baskerville

Cataloging-in-Publication data for this book is available from the Library

of Congress.

ISBN-10:1732049726
ISBN-13:978-1732049727

Cranberry Press is available at a special discount for bulk purchases in

the U.S. through its distributor National Book Network (NBN). For more
information, please contact the special market department at NBN
15200 NBN Way, Blue Ridge Summit, PA 17214, or call 1-800-462-
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Table of Contents
Marshall Goldsmith Foreword

CHAPTER 1
Something Out of Nothing:
The Miser's Dream

CHAPTER 2
Believe in Magic:
The Power of Exponential Growth

CHAPTER 3
Master the Magic:
The Five Disciplines of Adding Zeros

CHAPTER 4
How the 5 Disciplines Add Zeros

CHAPTER 5
Wowing the Crowds:
Satisfying your Constituents

CHAPTER 6
What's Up Your Sleeve:
Take a Self-Assessment

CHAPTER 7
Sustainability:
The Fountain of Youth Adding Zeros Through the Discipline of
Strategy

CHAPTER 8
Predictability:
The Crystal Ball Adding Zeros Through the Discipline of Business
Development
CHAPTER 9
Stability:
The Sorcerer's Apprentice Adding Zeros through the Discipline of
People

CHAPTER 10
Consistency:
The Incantation Adding Zeros through the Discipline of Execution

CHAPTER 11
Emotional Connection:
The Love Potion Adding Zeros Through The Discipline of Mission

CHAPTER 12
Putting It Together:
Strategic Thinking & Execution Planning

CHAPTER 13
SHOWTIME!

Glossary
 MARSHALL GOLDSMITH FOREWORD

Building a Happier, More Profitable Business

Business leaders and entrepreneurs often ask me how to define
success, and how to build an environment that combines business growth
with opportunity for employees to be at their best.
They want to know the best way to ensure exponential growth in their
business, with their teams, in their community and in their personal life.
Developing as a leader is a difficult endeavor. Today, leaders have many
more demands placed on them — and less time to focus on change.
 The more that's expected of leaders, the less time leaders have to
improve their skills and move their companies forward. They need to
know how to efficiently build supportive teams and create an engaged
workplace.
Brad Sugars and Monte Wyatt have found a way to do this. They have
also developed a system where companies can build explosive growth -
and make it look easy. Of course, Brad and Monte know, as leading
executive coaches, that mastering anything requires constant attention.
Above all, it requires discipline. Here, they will share with you their
powerful system for change. They've created what they call the five
disciplines that help leaders achieve sustainable, predictable, stable, and
consistent success with an emotional connection.
They'll tell you it may look like magic when a company succeeds, but
we all know it isn't simply a matter of tricks.
They make a point of focusing on the future — rather than
looking for feedback on what has gone wrong. Brad and
Monte emphasize a dynamic and expansive way forward,
 rather than a static look at what happened in the past.
We all realize how much effort goes into making things
look easy, and this is true of successful companies. It also
requires effort for leaders to instill confidence in their teams
and to grow their businesses.
Here, Brad and Monte show you how companies succeed
when their leaders have a clear idea of where they want their
businesses to be, and a sound strategy for getting there. You'd
be surprised at how often business leaders lose track by not
having a sense of where they want their businesses to be.
Brad and Monte provide a clear path to success by
exploring a multifaceted strategy of decisive action, conscious
choices, and disciplined leadership. They show why their five
disciplines will lead to continuing success through strategy,
business development, people, execution and mission.
Brad and Monte have also developed a new concept that
discovers and refines the potential in your business and
your team. They show you how to implement new ideas
and actions in your enterprise. They believe in forward-
thinking over scarcity — and have found a way to build a
business culture that ensures that everyone in the business
thinks in terms of growth rather than loss.
They make a point of focusing on the future — rather
than looking for feedback on what has gone wrong. Brad
and Monte emphasize a dynamic and expansive way
forward, rather than a static look at what happened in the
past.
What's more, they show how to give employees the motivation that will
allow them to grow from within. Creating a great environment is a key
factor in building engagement, and everyone has the opportunity to take
responsibility for their own lives and to do their best to build engagement
— regardless of what the company is doing. Brad and Monte show how to
instill in employees a sense of self-ownership, where they take personal
responsibility for their own engagement, and thus make a positive
contribution to the success of the enterprise.
 So, Pulling Profits Out of a Hat isn't just a blueprint for corporate growth —
but a plan for corporate engagement from the inside out, where
employees, managers and business leaders can contribute to creating
something truly great and truly successful.
CHAPTER 1
SOMETHING OUT OF NOTHING
THE MISER'S DREAM

In the middle of an empty stage, a man reaches out and plucks
something from mid-air. He holds it up so everyone in the audience can
see he's caught a coin that was invisible to them. With a clink, he drops it
into a container on stage and then snatches at the air again, grabbing
another coin. He repeats this several times; soon the audience can hear a
growing number of captured coins rattling and clinking in the container.
The man reaches in and lets the coins slide through his fingers: there
are far more in the bucket than anyone might have thought!
He then moves through the audience, discovering
coins everywhere he looks — in people's hair, behind
their ears. Each time he finds one, h throws it to his
assistant on stage, who catches it in the bucket with
another clink.
He returns to the spotlight
and pours the coins into another container,
much larger than the first ... and yet, this more
significant bucket overflows with coins that have
somehow come from the smaller container. This
bucket, almost too heavy to lift, is used to fill a
barrel, and it, too, overflows, spilling coins onto
the floor. The man holds the now empty bucket
up to his assistant's face to catch a cascade of
coins from her nose. Wine barrels are scarcely large enough to capture all
the wealth flowing on stage. By the end of the illusion, the stage is knee-
deep in riches as the magician takes a bow.
This illusion, The Miser's Dream, has been performed in one form or
another for nearly 150 years. Its roots are practically timeless, for this
story of creating gold out of nothing is as old as Midas.
 Obviously, it's a trick. C'mon, if you could produce a stage full of
wealth, you wouldn't need to perform. The wonderful thing about this
trick, though, is how it delights people to see a fantasy come to life:
there's a magical way to make money from nothing.

The true magic of The Miser's Dream is that no one suspects how much
hard work goes into making it look like, well, MAGIC.
There's the magician himself, who has trained for thousands of hours
to develop the sleight of hand that makes it look like he can snatch a coin
out of midair. There's the army of backstage people and onstage
assistants moving like clockwork into the right place at the right time
without a single wasted motion so that the audience never notices what is
actually happening. And behind the scenes there's a squad of technicians
whose skills include hollowing out coins to conceal things inside them.
This team works toward the shared goal of making an audience believe
an outrageous idea: it's possible to create something of value from
nothing! An entire array of simple effects, like palming a coin, or building
boxes with false bottoms, is woven together to unite an audience in a
single happy idea: life can be better than it is.
Stage magic is magical because it's designed to be. Its point is to create
situations where it's easier to believe in mystical occurrences than in all
the painstaking work and intricate details that go into the presentation.
For example, when a blindfolded magician precisely describes an item
belonging to a member of the audience, we're much more likely to label it
ESP than to imagine that the magician and his assistant have memorized
hundreds of specific phrases to describe any item an audience member is
likely to have brought to the theater.
Who works that hard? Effective magicians. And the harder they work
behind the scenes, the more successful they become because it's easier to
believe in magic than in the labor it takes to make something look
effortless. The subtle lesson here is that a person with extraordinary
powers has a value that the rest of us don't.
This belief holds true in business, too. Think of Apple's co-founder
Steve Jobs, often referred to as a magician who pulled off miracles no one
else could accomplish.
 There's a reason people call such feats magic. Magical thinking makes
us feel good: Hey, I can't do what Steve Jobs did! He had superpowers no
other mortal could hope to have! Let's face it — if Steve Jobs were just a
regular guy who worked super hard, the rest of us would have no excuses
for failing to achieve the success that we say we want.
We believe Jobs actually was a magician — though not one with
supernatural powers. Jobs was a magician like the one in The Miser's Dream,
whose showmanship concealed a lot of very hard work. And like
successful stage magicians who string together a bunch of minor tricks to
create major illusions, Jobs very carefully combined the business
disciplines found in any company into a single integrated idea designed
to astonish audiences. And we're not just talking about the home
computer, the iPod, and the iPhone. Jobs and Apple worked their magic
into every factor of their business.
A while ago, we were in the middle of a
city on a trip and discovered we had left
our iPhone chargers at home. With time
before our train, we walked to the Apple
store. Arriving before it opened at 10 am,
we noticed something important about
retail stores in general. Naturally many
retailers have them, and they all pretty
 much have the same basic components,
including limited square footage, windows,
employees, and stockrooms. After all, how
different can you make a store?
Well, this trip caused
us to challenge that
conventional thinking.
Through the Apple
store's giant glass doors
and windows, we were
able to admire its
pristine layout of long
tables set with row after
row of Apple products. That was it. No merchandise on
the floor. No sales counters, nothing extraneous.
Everything on view was a subtle reminder of the
effortlessness that Apple promises its customers.
At 9:45 am, the Apple store wasn't yet open, but
there was an Apple employee outside, using an iPad to set up tech
appointments for the small crowd of customers who were already waiting.
Through the windows of other stores, we could see other employees, on
the clock, waiting to open their shops precisely at 10.
Once inside Apple, as everyone else went to their tech appointments,
an employee immediately greeted us and took us to a wall of accessories.
As we talked with him about our trip and favorite places to travel, he ran
our credit card through his iPad and the receipt spat out from a hidden
printer. There were no counters to come between us and there were no
slamming cash register drawers. The effect was that we were having a
conversation, not conducting a monetary transaction.
We were on our way in no time; yet, for the rest of the day, our minds
kept returning to our Apple experience and how it felt like a magic show,
where all the technology, practice, planning, support, and mess of modern
commerce was invisible. In its place was a company focused on a single
message for its audience: buying technology from Apple is the most
human interaction you're likely to have all day.
 USE THIS BOOK TO ADD ZEROS TO ACHIEVE
EXPONENTIAL GROWTH
This simple trip to an Apple store is a perfect
illustration of what this book is about: adding zeros is our
term for how it's possible to take what's in front of you
and increase its value by adding a zero to it. Consider the
times you've gotten a check and wished that there were
just one more zero added to the left of the decimal point.
Think how much more that check would be worth.
Now think about any aspect of your business and how
adding a zero to the end of it makes it that much larger.
For example, if you added a zero to the return on
investment (ROI) you get from your marketing efforts, and
a zero to your average lifetime customer value, those two
increases would multiply each other, and the resulting number would be
large. Exponentially large. Now imagine that every aspect of your business
— team morale, revenue, margins, customer loyalty, sales, everything —
has a zero added to it. The result is ginormous.
In The Miser's Dream, a single coin — let's say it was
a dollar — becomes two, then nearly a dozen. The
magician has added a zero to his first coin: 1 + 0 =
10. He adds another zero, and now 100 coins fill a
bucket. Another zero, and another, and the stage is
filled.
Think about how Apple added zeros to its store.
An employee already on the clock makes
appointments for people so that the moment the
doors open, the store wastes no time in making
money. Glass doors and windows are as large as
possible and clutter is removed to emphasize
Apple's streamlined approach to life. Technology is
used to increase an employee's ability to engage with
a customer. Like a magician finding a coin in midair
where the rest of us saw nothing, Apple has taken
the ordinary and found value in it. Every one of their investments
(windows, employees, inventory control, technology, etc.) has had zeros
added to it, increasing its value. More importantly, each zero-enhanced
investment multiplies the value of the others, creating exponential growth.
And this is just a single store, just one of the many opportunities Apple
has for adding zeros. Is it any wonder they're the largest company in the
world?
As you think about your company, ask yourself if you're adding zeros or
if you're adding zero.
ADDING ZEROS IS AN OPERATING SYSTEM FOR
EXPONENTIAL GROWTH
We like to look at Apple, not just because of its impressive exponential
growth but because of the computer connection. We believe that just as
we have operating systems on our computers, businesses should have
operating systems, too: a series of logical instructions that are coded into
the DNA of a company and direct its operations. The business operating
system we've created is an exponential growth operating system. It's a
process for fast-growth companies — those we call exponential
companies — to follow.
Everyone in your company, from CEO to stock clerk, needs to read this
book. They all influence your business, and they'll benefit from the clarity
of understanding how and why everyone contributes to the magic your
company creates for its customers.
We bet you're reading this book because you're a business leader. You
know that developing your business is more than just coming up with
leads and selling to them.
 And that growing your business requires more planning, organizing and
executing than anyone thinks ... and that includes some of your
employees and customers.
Consider the size of the marketplace in which you operate. Does a
scarcity mindset — there's barely enough, and I must keep fighting for
what I have — prevent you from seeing your potential exponential
growth?
 We believe that with a change of thinking, you and your team could
start aiming for exponential increases. Instead of 10% growth, you could
be shooting for ten times or a hundred times that much.
This resource guide shows you how to make exponential gains by
adding zeros to every aspect of your company. Like The Miser's Dream, it's
possible to pull vast wealth out of places where it looked like there was
nothing. We'll show you that you're surrounded by many more
possibilities than you realize and teach you how they can help you
achieve sustainable, exponential growth of morale, employee engagement,
employee retention, and impact on your community.
 This book provides you with a sharp level of awareness, enabling you to
see things about your businesses you could not see before (or perhaps
were unwilling to acknowledge). And once you've seen your potential for
adding zeros, it's a handbook you can regularly use to build and maintain
what you need to achieve exponential growth.

First, in Part 1, we describe the 5 Disciplines that will add zeros, and
we also detail the 5 Constituencies that every business must satisfy. This
will help you understand how they all integrate and depend on each
other: you need to develop all of them to create exponential growth.
 Second, in Part 2, we help you assess your competencies in the 5
Disciplines. Are you serving your constituents as you should? Are you
adding zeros? In what areas do you excel? Which areas need help?
 In the heart of the book, in Part 3, we provide you with specific action
steps to help you improve what's working well and to build up what needs
help.
 And finally, in Part 4, we give you the tools you need to put these steps
into practice, including guidance on running annual and quarterly
strategic thinking and execution planning meetings.
 This book is about more than just ensuring that your business operates
very much in the black. It's about a powerful new and ground-breaking
concept that celebrates all the untapped potential in your business and
your team. This book will become a trusted resource for implementing
new ideas and actions in your enterprise that will wow your constituents ...
and yourself.
CHALLENGE YOURSELF WITH SOME QUESTIONS
We're going to challenge your assumptions about how business works,
so let's establish a baseline for comparison's sake. Please take the time to
write down your answers so you can track your progress as you move
forward.
1. How do you define business success?

2. What process do you follow to make business decisions?

3. What's the possible impact of exponential growth on your business,

your team, your community, and your personal life?