{"id":26659,"date":"2022-02-17T08:03:24","date_gmt":"2022-02-17T08:03:24","guid":{"rendered":"https:\/\/coursemethod.com\/?p=26659"},"modified":"2022-03-08T22:00:39","modified_gmt":"2022-03-08T22:00:39","slug":"mark-oborn","status":"publish","type":"post","link":"https:\/\/coursemethod.com\/mark-oborn.html","title":{"rendered":"How Mark Oborn Went From Working as a Dental Technician to Helping Dentists Market Themselves"},"content":{"rendered":"<ul>\n<li>Who: <strong>Mark Oborn<\/strong><\/li>\n<li>Website: <strong><a href=\"https:\/\/www.markoborn.com\">markoborn.com<\/a>, <a href=\"https:\/\/markoborn.thinkific.com\/\">markoborn.thinkific.com<\/a>, and <a href=\"https:\/\/mysuccessfullife.co.uk\/the-performance-academy\/\">mysuccessfullife.co.uk<\/a><\/strong><\/li>\n<li>Course Topic: <strong>Marketing for Healthcare<\/strong><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"What_market_does_your_online_course_serve\"><\/span>What market does your online course serve?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I&#8217;ve worked in health care (dentistry) the whole of my life, initially on the clinical side of things and later in the business and marketing side of things.<\/p>\n<p>I created two strands for the online courses, both of them connected by a common theme of increasing the performance of individuals and businesses.<\/p>\n<p>The first strand of the business looks at <strong>digital marketing<\/strong>, this gives a series of courses on how to attract more of the right type of visitors to a website and then convert more of those visitors into new patients\/customers.<\/p>\n<p>The second strand of the business looks at the <strong>mindset<\/strong> <strong>and personal development<\/strong>. This gives a series of courses on how to work with and then maintain the best mindset for success, including communicating with patients, team members, and indeed, one&#x2019;s self.<\/p>\n<h2>What&#x2019;s the biggest benefit of taking your course?<\/h2>\n<p>Growing a healthcare business using marketing strategies that work and putting all of this together in a business that has the right mindset for success.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_did_you_get_into_the_market\"><\/span>How did you get into the market?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I was working as a dental technician in healthcare, as with many technical professionals I was very good with my hands and at the technical side of the business. I lacked business knowledge seriously. So I enrolled in an open University course and spent 4.5 years on their MBA program. I graduated with a Master&#8217;s in business and majored in marketing and creativity.<\/p>\n<p>I was using my formal education and knowledge to look at how other people were marketing themselves within dentistry and I could see a gap in the market, I felt that dentists were marketing themselves in a way that was conducive to the profession and so I started the marketing agency.<\/p>\n<p>As part of my MBA, I was also introduced to neuro-linguistic programming (NLP) as a way to think differently and be more creative. I became fascinated with NLP and embarked on a series of courses to become a Master NLP practitioner &amp; Master NLP coach.<\/p>\n<p>The whole idea of putting so many things together to achieve success really appealed to me and so I created The Performance Academy to help others do the same.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-26970\" src=\"https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-1.png\" alt=\"Mark Oborn site\" width=\"1000\" height=\"307\" srcset=\"https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-1.png 1000w, https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-1-300x92.png 300w, https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-1-768x236.png 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_long_did_it_take_you_to_create_your_course\"><\/span>How long did it take you to create your course?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It took over a year from the initial concept through to having some courses online.<\/p>\n<p>I worked on the personal development side of things first and created an initial 3 courses &#8211; around 10 hours of course content.<\/p>\n<p>Then I created a series of presentations, exercises, and tasks for delegates to undertake. I used a green screen and purchased a high-resolution camera and professional microphone with a pro <a href=\"https:\/\/coursemethod.com\/video-lighting.html\">lighting setup to create videos that people could watch within the course<\/a>.<\/p>\n<p>After I had completed the personal development fundamental courses I then moved on to marketing, using exactly the same approach, I broke down everything I do in my marketing agency into a series of courses and then used videos, exercises, and downloadable tasks for delegates to learn.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tell_us_a_little_about_the_process_of_launching_your_course_and_getting_your_first_sales\"><\/span>Tell us a little about the process of launching your course and getting your first sale(s).<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Over the years I&#8217;ve built a fairly wide network of people that looked to me as an expert in dental marketing and also NLP coaching, so I already had a network to put my courses out to. About 6 months prior to launch I began introducing my network on social media to the concept of online learning.<\/p>\n<p>The biggest problem I hit was that I was due to launch in August of 2020, the covid 19 pandemic hit in March 2020. Had I been ready to launch in March it would have been perfect as so many people were at home, the problem was that by the time I was ready in August everyone was &#x2018;zoomed&#x2019; out and not really wanting to take more online courses.<\/p>\n<p>I didn&#8217;t actually do the launch, I just put all of the courses online and started telling people about them&#x2026; In hindsight, this was a mistake and I should have gone through a formal launch including PR. One lives and learns!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Do_you_have_a_lead_magnet\"><\/span>Do you have a lead magnet?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Yes. I&#8217;ve used this kind of lead magnet (free PDF download) for many years. The <a href=\"https:\/\/markoborn.com\/\">marketing PDF download is available here<\/a>. The <a href=\"https:\/\/mysuccessfullife.co.uk\/\">personal development PDF download is available here<\/a>.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-26974\" src=\"https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-5.png\" alt=\"Mark Oborn site\" width=\"1000\" height=\"397\" srcset=\"https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-5.png 1000w, https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-5-300x119.png 300w, https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-5-768x305.png 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What%E2%80%99s_the_traffic_strategy_that_works_best_for_you\"><\/span>What&#8217;s the traffic strategy that works best for you?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>SEO:<\/strong><\/p>\n<p>I spent years working on optimization for both of the primary websites.<\/p>\n<p>These websites have been in existence prior to the course going live and I think this is key to traffic.<\/p>\n<p>People are attracted to the primary marketing of your personal development website, see the good content, and then decide to review the learning platform for more.<\/p>\n<p><strong>Social media:<\/strong><\/p>\n<p>For any direct links on social media, I send people directly to the learning platform, on social media and e-mail most of the education is done in the content of the e-mail or social media, so people are already informed about what the learning platform does, this is why I use of the direct link to the platform here.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_online_course_platform_are_you_using\"><\/span>What online course platform are you using?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I use <a class=\"thirstylink\" rel=\"sponsored\" title=\"Thinkific home page affiliate link\" href=\"https:\/\/coursemethod.com\/go\/thinkific\" data-shortcode=\"true\">Thinkific<\/a> as my <a href=\"https:\/\/coursemethod.com\/online-course-platforms-guide\">online course platform<\/a>.<\/p>\n<div class=\"cg-box-layout-three    cg-blue \" ><div class=\"cg-layout-row\"><div class=\"cg-layout-img\"><div class=\"cg-li-photo\"><a href=\"https:\/\/coursemethod.com\/go\/thinkific\" target=\"_blank\" rel=\"nofollow\" class=\"cg-aff-link \" data-post-title=\"Thinkific Promo\" data-aff-link=\"https:\/\/coursemethod.com\/go\/thinkific\" data-post-type=\"box\" data-post-id=\"66677\"><img src=\"https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/03\/thinkific-promotion.png\" class=\"cg-img-1\" alt=\"Thinkific Promo\"><\/a><\/div><\/div><div class=\"cg-layout-content\"><div class=\"cg-text\"><h2><span class=\"ez-toc-section\" id=\"Take_a_Look_at_Thinkific\"><\/span>Take a Look at Thinkific!<span class=\"ez-toc-section-end\"><\/span><\/h2><p><a class=\"thirstylink\" rel=\"sponsored\" title=\"Thinkific home page affiliate link\" href=\"https:\/\/coursemethod.com\/go\/thinkific\" data-shortcode=\"true\">Thinkific<\/a> is the most popular online course platform used by successful course creators interviewed on coursemethod.com. It&rsquo;s a complete solution for creating sales pages, uploading all course content, taking payments, and more.<\/p><ul><li><strong>Price Range:<\/strong> Free to $499\/month&nbsp;<\/li><li><strong>Most Popular Plan:<\/strong> Pro Plan at $99\/month<\/li><li><strong>Annual Discount:<\/strong> Yes, take 20% off!<\/li><li><strong>Free Trial:<\/strong> Try out Thinkific&rsquo;s core features for free.<\/li><\/ul><\/div><div class=\"cg-lc-button\"><span class='cta-copy'><a href='https:\/\/coursemethod.com\/go\/thinkific' class='cg-one-button cg-btn cg-blue  cg-aff-link ' data-post-id='66677' data-post-type='box' data-aff-link='https:\/\/coursemethod.com\/go\/thinkific' data-style='default' data-post-title='Thinkific Promo' data-extra='' style='' target='' rel='nofollow' >Try Thinkific Free<\/a><\/span><\/span><\/div><\/div><\/div><\/div><div class=\"cg-disclosure\">*Our content is reader supported, which means when you buy from links you click on, we may earn a commission.<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Do_you_like_it\"><\/span>Do you like it?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Yes, I absolutely love it, especially when integrated with Zapier, and then it also works alongside my e-mail marketing system, Aweber.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Are_there_any_features_you_wish_it_had\"><\/span>Are there any features you wish it had?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Possibly more design features so that I can create a better-looking homepage and internal landing pages.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_made_you_decide_to_use_your_chosen_platform_over_others\"><\/span>What made you decide to use your chosen platform over others?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I initially started with another bespoke dental learning management system is my target market were in the dental industry. However, it worked out to be quite expensive so I decided to switch to <a class=\"thirstylink\" rel=\"sponsored\" title=\"Thinkific home page affiliate link\" href=\"https:\/\/coursemethod.com\/go\/thinkific\" data-shortcode=\"true\">Thinkific<\/a>.<\/p>\n<p>Thinkific has a free offering so I could test my concept out and make sure that I liked the platform. I got my first mini-course uploaded at no cost.<\/p>\n<p>I also liked the fact that they took no commission from the first 100 subscribers, again this kept my costs down in the early days.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-26972\" src=\"https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-3.png\" alt=\"Mark Oborn site\" width=\"1000\" height=\"367\" srcset=\"https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-3.png 1000w, https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-3-300x110.png 300w, https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-3-768x282.png 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_other_tools_do_you_use_to_run_your_online_course_business\"><\/span>What other tools do you use to run your online course business?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here are the tools I use:<\/p>\n<ul>\n<li>A social media scheduling system to create posts for marketing<\/li>\n<li>A primary coaching website that offers one-to-one coaching as well as online courses, this acts for S and as a feeder mechanism into the causes<\/li>\n<li>Aweber links into both the coaching website and Thinkific to nurture leads depending on where they are in my sales funnel<\/li>\n<li>Stripe links to Thinkific to take payment<\/li>\n<li>Stripe then links these payments to Xero so that my accounts are all automatically kept up-to-date<\/li>\n<li>The OBS free digital capture software to <a href=\"https:\/\/coursemethod.com\/creating-a-training-video.html\">create the videos<\/a><\/li>\n<li>A Logitech 4K WebCam which enables me to create high-quality videos<\/li>\n<li>Rode microphone ensures the sound quality is high<\/li>\n<li>A Neewer <a href=\"https:\/\/coursemethod.com\/portable-video-lighting.html\">lighting rig ensures the videos<\/a> are well lit<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"What_books_or_training_programs_have_you_found_useful_on_your_journey_to_a_successful_business_owner_that_others_might_find_valuable_too\"><\/span>What books or training programs have you found useful on your journey to a successful business owner that others might find valuable too?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Gravitational marketing by Jimmy Vee.<\/p>\n<h2>Do you have any big mistakes you&#x2019;ve made along the way that you&#x2019;d be willing to share?<\/h2>\n<p>I should have created a launch. Instead, I just put all the courses online and then started to market them and it&#8217;s been quite difficult. I should have done a preregistration offer, gathered lots of people together but wanted to take the courses, and then given them all access at the same time.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Please_share_some_idea_of_revenue\"><\/span>Please share some idea of revenue.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I&#8217;m still in the relatively early days, especially as I didn&#8217;t do a launch (BIG MISTAKE).<\/p>\n<ul>\n<li>Total sales &#xA3;4,296<\/li>\n<li>Monthly revenue &#xA3;132.50<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Please_tell_us_a_little_about_what_the_money_you%E2%80%99ve_earned_from_your_course_has_done_for_you\"><\/span>Please tell us a little about what the money you&#8217;ve earned from your course has done for you.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It&#8217;s made no difference as yet financially. The course is breaking even which is absolutely fine by me.<\/p>\n<p>Primarily, I&#8217;m doing this because I absolutely love the concept of educating. As the covid restrictions lift I&#8217;m able to do more face-to-face lectures and point people in the direction of my courses, this will be my primary marketing mechanism.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-26973\" src=\"https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-4.png\" alt=\"Mark Oborn site\" width=\"1000\" height=\"331\" srcset=\"https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-4.png 1000w, https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-4-300x99.png 300w, https:\/\/coursemethod.com\/wp-content\/uploads\/2022\/02\/Mark-Oborn-4-768x254.png 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"In_addition_to_revenue_are_there_any_numbers_you_would_like_to_share\"><\/span>In addition to revenue are there any numbers you would like to share?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>How I added my first 100 users.<\/strong><\/p>\n<p>The first thing to say is that these are subscribers to the platform, by a long shot, not all have purchased courses.<\/p>\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fcoursemethod.com%2Fmark-oborn.html&#038;text=Thinkific%20has%20the%20ability%20to%20run%20live%20Zoom%20webinars.%20I%20have%20marketed%20these%20on%20Facebook%20and%20offer%20them%20for%20free%20as%20a%20lead%20generation%20initiative.%20-%20Mark%20Oborn&#038;via=course_method&#038;related=course_method' target='_blank'rel=\"noopener noreferrer\">Thinkific has the ability to run live Zoom webinars. I have marketed these on Facebook and offer them for free as a lead generation initiative. - Mark Oborn <\/a><\/span><a href='https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fcoursemethod.com%2Fmark-oborn.html&#038;text=Thinkific%20has%20the%20ability%20to%20run%20live%20Zoom%20webinars.%20I%20have%20marketed%20these%20on%20Facebook%20and%20offer%20them%20for%20free%20as%20a%20lead%20generation%20initiative.%20-%20Mark%20Oborn&#038;via=course_method&#038;related=course_method' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Click To Tweet<\/a><\/span>\n<p>In order to access the free webinar, they need to sign up and create an account, this then introduces them to the learning platform.<\/p>\n<p>Because I&#8217;ve got the platform linked to my Aweber e-mails, they then automatically drop to an e-mail nurture campaign.<\/p>\n<p>I would say running free webinars from within the software has been a brilliant way to encourage people to sign up and experience things.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_has_creating_your_course_done_for_you_personally\"><\/span>What has creating your course done for you personally?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I absolutely love running courses and this is a great way for me to keep practicing what I preach, helping others to grow.<\/p>\n<p>I&#8217;m also a door pusher. I like pushing doors of opportunity to see which opens.<\/p>\n<span class='bctt-click-to-tweet'><span class='bctt-ctt-text'><a href='https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fcoursemethod.com%2Fmark-oborn.html&#038;text=These%20courses%20present%20a%20huge%20amount%20of%20opportunity%20to%20me%20financially%2C%20it%27s%20very%20easily%20scalable%20and%20this%20is%20what%20draws%20me%20to%20it.%20-%20Mark%20Oborn&#038;via=course_method&#038;related=course_method' target='_blank'rel=\"noopener noreferrer\">These courses present a huge amount of opportunity to me financially, it&#039;s very easily scalable and this is what draws me to it. - Mark Oborn <\/a><\/span><a href='https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fcoursemethod.com%2Fmark-oborn.html&#038;text=These%20courses%20present%20a%20huge%20amount%20of%20opportunity%20to%20me%20financially%2C%20it%27s%20very%20easily%20scalable%20and%20this%20is%20what%20draws%20me%20to%20it.%20-%20Mark%20Oborn&#038;via=course_method&#038;related=course_method' target='_blank' class='bctt-ctt-btn'rel=\"noopener noreferrer\">Click To Tweet<\/a><\/span>\n<h2><span class=\"ez-toc-section\" id=\"What_advice_do_you_have_for_people_just_starting_out\"><\/span>What advice do you have for people just starting out?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Create a launch event or marketing stream. Build up a series of courses, give people teasers as to what&#8217;s in these courses, build a list of people that are interested, and then launch to that list, asking those people for reviews.<\/p>\n<p>I would suggest a six-month period of buildup.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Learn_more_about_Mark_Oborn_of_markoborncom\"><\/span>Learn more about Mark Oborn of markoborn.com:<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li><strong>Website: <a href=\"https:\/\/www.markoborn.com\">markoborn.com<\/a>, <a href=\"https:\/\/markoborn.thinkific.com\/\">markoborn.thinkific.com<\/a>, and <a href=\"https:\/\/mysuccessfullife.co.uk\/the-performance-academy\/\">mysuccessfullife.co.uk<\/a><\/strong><\/li>\n<li><strong><a href=\"https:\/\/www.facebook.com\/markobornprofessional\">Facebook<\/a><\/strong><\/li>\n<li><strong><a href=\"https:\/\/twitter.com\/markoborn\">Twitter<\/a><\/strong><\/li>\n<li><strong><a href=\"https:\/\/www.youtube.com\/channel\/UCvQPhQnkdWxAg__Ca4JAHEA\">YouTube<\/a><\/strong><\/li>\n<li><strong><a href=\"https:\/\/www.instagram.com\/markoborn\/\">Instagram<\/a><\/strong><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Who: Mark Oborn Website: markoborn.com, markoborn.thinkific.com, and mysuccessfullife.co.uk Course Topic: Marketing for Healthcare What market does your online course serve? I&#8217;ve worked in health care (dentistry) the whole of my life, initially on the clinical side of things and later in the business and marketing side of things. I created two strands for the online courses, both of them connected by a common theme of increasing the performance of individuals and businesses. The first strand of the business looks at digital marketing, this gives a series of courses on how to attract more of the right type of visitors to\u2026<\/p>\n","protected":false},"author":1,"featured_media":26971,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_uag_custom_page_level_css":""},"categories":[108],"tags":[88],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":5}},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Mark Oborn Went From Working as a Dental Technician to Helping Dentists Market Themselves | Course Method<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/coursemethod.com\/mark-oborn.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Mark Oborn Went From Working as a Dental Technician to Helping Dentists Market Themselves | Course Method\" \/>\n<meta property=\"og:description\" content=\"Who: Mark Oborn Website: markoborn.com, markoborn.thinkific.com, and mysuccessfullife.co.uk Course Topic: Marketing for Healthcare What market does your online course serve? I&#8217;ve worked in health care (dentistry) the whole of my life, initially on the clinical side of things and later in the business and marketing side of things. I created two strands for the online courses, both of them connected by a common theme of increasing the performance of individuals and businesses. 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