A LETTER FROM: IMAN

97% of the time, I deal in facts.

​
In numbers.

In reality.

I haven’t gotten to this point in my career… in my life… on abstract theory.

But if I followed this approach while building a ship? ​

​
The hull would be made out of a carbon-fibre reinforced polymer, lighter and
stronger than steel and all but resistant to rust.

The wing sails? Rigid. Kevlar. With AI-powered actuators reducing the need for a
crew.

The navigation system would encompass LiDar, Sonar and GPS, eliminating the risk
of collisions.

And…. it wouldn’t sail.

I could build in every single last bit of modern technology and scour the world for the
most cutting-edge materials but if I didn’t account for one, invisible force, it wouldn’t
go anywhere.

The wind.

Company culture is something I really should hate - for this very reason.

It’s intangible. Impossible to measure.

But you know it’s there.

​
With a solid company culture, your team will work harder than you could ever
imagine, innovate, be glad to show up to work, pull all nighters and work towards a
common goal.

Without one, you might as well have hired someone from Fiverr.
In the past six years, I’ve seen my company thrive with it and quickly
course-corrected when anything threatened it.

There’s one reason today why I can work so little on my digital product business and
still enjoy its success.

It’s because I’ve built a team that works.

If you want to remove yourself from your business and build something bigger, you
need the right people in the right place to make that happen.

Let’s build your team.

Welcome to Day 4
Welcome to Day 4 of the 8-Figure Personal Brand Challenge! Today we're diving into
what might be the most important topic of all - building your dream team and
creating the systems that will turn your business into an empire.

By now, you've learned how to create content that attracts your ideal customers,
structure a killer VSL, and position yourself where buyers are already searching. But
the truth is, none of that matters if you're still stuck doing everything yourself.

This workbook will guide you through building a team and systems that let your
business run without you being involved in every little detail. I mean - what's the
point of growing to multiple 7 or 8 figures if you're working 80 hours a week to
maintain it?

Today is about freedom. It's about building something that pays you whether you
show up or not.

Complete these exercises thoughtfully - they're the difference between having a job
you created for yourself versus having an actual empire that grows while you sleep.

Let's build something that runs without you so you can focus on what really matters.
Session Notes

The session notes section will be your dedicated place to take notes during the
session. Make sure you are paying attention to what Iman is saying but remember…
Information retention is 50% higher when writing down notes.
BEFORE WE BEGIN: BUSINESS
DIAGNOSTIC

EMPIRE ASSESSMENT SCORECARD

Rate your current business on each dimension from 1-10:

SCORING KEY:

●​ 50-70: Empire Builder (You're positioned for exponential growth)

●​ 35-49: Systems Creator (Strong foundation with key opportunities)
●​ 20-34: Owner-Dependent (Business relies too heavily on you)
●​ Below 20: Survival Mode (You're running on the hamster wheel)

YOUR SCORE: _______

YOUR EMPIRE-BUILDING GAP

Based on your assessment, what are the 3 critical areas you must address to
transform your business into an empire?

1.

2.

3.

PART 1: BUILDING YOUR A-PLAYER FOUNDATION

A-PLAYER PROFILE BLUEPRINT

Core Principle: "Skills can be taught. Systems can be learned. But character? That's
who someone is at their core."

STEP 1: DEFINE YOUR NON-NEGOTIABLE CHARACTER TRAITS

Select the 5 character traits that are absolute requirements for your organisation:

□ Integrity/Honesty
□ Initiative/Proactivity
□ Resilience/Grit
□ Growth Mindset
□ Reliability/Consistency
□ Attention to Detail
□ Resourcefulness
□ Positive Attitude
□ Accountability
□ Adaptability
□ Intellectual Curiosity
□ Other: _______________
For your top 5, define exactly what these look like in behavior:

Example: Integrity means acknowledging mistakes immediately, never taking

credit for others' work, and doing the right thing even when no one is looking.

1.____________________:

2.____________________:

3.____________________:

4.____________________:

5.____________________:

STEP 2: CULTURE FIT INDICATORS

Define your 3 core values with specific observable behaviors:

Value 1: __________________

What it looks like:

What it doesn't look like:

How we recognise/reward it:

Value 2: __________________

What it looks like:

What it doesn't look like:

How we recognise/reward it:

Value 3: __________________

What it looks like:

What it doesn't look like:

How we recognise/reward it:

STEP 3: ROLE SKILLS MATRIX

For each key role in your business, complete this matrix:

STEP 4: A-PLAYER INTERVIEW PROTOCOL

Design your interview process to identify true A-Players:

Pre-screening Questions:

1.

2.

3.

Character Assessment Questions:

"Tell me about a time when doing the right thing cost you something."

"What's something you've taught yourself recently? What drove you to learn it?"

"Describe a situation where you identified and solved a problem before anyone asked
you to."

Your question:

Your question:

Culture Fit Scenarios:

1.

2.

3.
STEP 5: YOUR CURRENT TEAM ASSESSMENT

For each team member, complete this honest evaluation:

A-Player Development Plan: For B-Players with potential, specify exactly what
needs to change:
C-Player Transition Plan: For team members who aren't
aligned with your standards:

ADDICTIVE CULTURE ENGINEERING

1. MISSION PYRAMID CONSTRUCTOR

Vision (Purpose): What ultimate impact will your business create in the world?

Gut check: Would your team be excited to share this at a dinner party? □ YES □ NO

Culture (Environment): What 3 unique aspects define your working environment?

1.​
2.​
3.​

Gut check: Would people accept less money to experience this culture? □ YES □ NO

Systems (Foundation): What key systems ensure consistency across your

organisation?

1.​
2.​
3.​

Gut check: Could your business maintain standards if you disappeared for a month?
□ YES □ NO
2. THE MOTIVATION TRIFECTA IMPLEMENTATION

For each key role, define how you'll deliver these motivational elements:

Role: _____________________

Autonomy (Freedom):

Decision rights:

Schedule flexibility:

Resource control:

Mastery (Growth):

Learning opportunities:

Skill expansion path:

Feedback mechanisms:

Purpose (Impact):

Direct connection to mission:

Customer impact visibility:

Contribution recognition:

(Repeat for each key role)

3. CULTURE REINFORCEMENT SYSTEMS

Recognition Programs:

Daily wins celebration:

Weekly highlights:

Monthly achievements:

Quarterly recognition:

Team Rituals:

Daily

Weekly:

Monthly:

Quarterly:

Annual:

Values-in-Action Documentation: How will you capture and share stories of your
values being lived?
MANAGEMENT SYSTEMS
IMPLEMENTATION

1. ORGANISATION STRUCTURE OPTIMISER

Current Structure Assessment:

Key Changes Required:

1.​
2.​
3.​

2. MAKER VS. MANAGER PROTOCOLS

For Maker Roles (Creative/Technical):

Deep Focus Time:

Protected hours: _______________________________________________

Communication blockers: _______________________________________

Environment requirements: _____________________________________

Output Measurement:

Quality metrics: _______________________________________________

Quantity expectations: _________________________________________

Review process: _______________________________________________

Ideal Management Approach:

Check-in frequency: ___________________________________________

Feedback style: _______________________________________________

Support needed: ______________________________________________

For Manager Roles (Coordination):

Flexible Availability:

Core hours: __________________________________________________

Response time expectations: ___________________________________

Capacity management: ________________________________________

Process Measurement:

Team output metrics: _________________________________________

Coordination effectiveness: ___________________________________

Resource optimisation: _______________________________________

Ideal Leadership Approach:

Direction clarity: ____________________________________________

Accountability methods: ______________________________________

Development focus: __________________________________________

3. REAL-TIME FEEDBACK LOOP
IMPLEMENTATION

Frontline Metrics Dashboard:

Daily trackers: ________________________________________________

Visualisation method: __________________________________________

Update frequency: _____________________________________________

Access permissions: ___________________________________________

Management Performance Metrics:

Team health indicators: ________________________________________

Process efficiency measures: ___________________________________

Coordination effectiveness: ____________________________________

Update frequency: _____________________________________________

Leadership Key Performance Indicators:

Strategic direction metrics: ____________________________________

Business health metrics: _______________________________________

Future readiness indicators: ___________________________________

Review cadence: ______________________________________________

4. SELF-ACCOUNTABILITY SYSTEM

Transparency Tools:

Team performance visibility: ___________________________________

Company metrics access: ______________________________________

Project status tracking: _______________________________________

Peer Accountability Methods:

Cross-functional review process: _______________________________

Team huddle structure: _______________________________________

Collaboration expectations: ___________________________________

Pride-Based Recognition:

Public acknowledgment approach: ______________________________

Achievement celebration: _____________________________________

Growth recognition: __________________________________________

PART 2: FROM BUSINESS TO EMPIRE

THE BIG 5 SYSTEMS IMPLEMENTATION

1. CONTENT SYSTEM BLUEPRINT

Content Strategy:

Core topics: __________________________________________________

Platform focus: _______________________________________________

Distribution frequency: ________________________________________

Production Machine:

Team roles: __________________________________________________

Creation process: _____________________________________________

Quality control: ______________________________________________

Performance Metrics:

Leading indicators: ___________________________________________

Lagging indicators: ___________________________________________

Optimisation triggers: ________________________________________

2. MARKETING SYSTEM FRAMEWORK

Customer Acquisition Channels:

Primary: _____________________________________________________

Secondary: ___________________________________________________

Exploratory: _________________________________________________

Conversion Architecture:

Entry points: _________________________________________________

Qualification process: _________________________________________

Closing mechanism: ___________________________________________

Scale Triggers:

When to expand channels: _____________________________________

When to increase budget: _____________________________________

When to revise messaging: ____________________________________

3. OPERATIONAL SYSTEM DESIGN

Standard Operating Procedures: Priority processes to document:

1.​
2.​
3.​

Decision-Making Framework:

Decisions that require your approval: ___________________________

Decisions that require leadership team: _________________________

Decisions that can be made at manager level: ___________________

Decisions that can be made at frontline: ________________________

Quality Control System:

Critical checkpoints: __________________________________________

Review responsibility: _________________________________________

Remediation process: _________________________________________

4. INVESTMENT SYSTEM STRATEGY

Profit Allocation Formula:

% to operational reinvestment: _________________________________

% to business expansion: ______________________________________

% to outside investments: _____________________________________

% to personal liquidity: _______________________________________

Investment Categories:

Within your industry: _________________________________________

Adjacent opportunities: _______________________________________

Completely separate assets: ___________________________________

Risk Management Approach:

Diversification strategy: ______________________________________

Evaluation criteria: __________________________________________

Due diligence process: _______________________________________

5. PERSONAL SYSTEM DEVELOPMENT

Your Highest Value Activities:

1.​
2.​
3.​

Time Protection Strategy:

Calendar management: ________________________________________

Communication boundaries: ___________________________________

Decision rights delegation: ___________________________________

Personal Growth Plan:

Knowledge expansion: ________________________________________

Network development: ________________________________________

Skill acquisition: ____________________________________________

THIS WEEK'S HOMEWORK
This is where everything we've learned comes together. Complete these four
exercises to begin transforming your business into an empire.

1. Team Audit
List every role in your business:

Rate each person (A, B, or C player):

Identify gaps and opportunities:

Document what makes your A players special:

2. Systems Check
Map your current communication flow:
Document your daily rhythm:

List your metrics and scorecards:

Find what's missing:

3. Culture Assessment
Write down your current values:

Ask your team what they think they are:

Note the gaps:

Plan how to close them:

4. Growth Plan
Where do you need to be in 90 days?

What roles will that require?

What systems need to be built?

What standards need to be set?

Remember what I told you at the beginning - if you had a $100,000 race car, you
wouldn't let just anyone drive it because they had a license. Your business deserves
premium talent, premium systems, and premium standards.

RECOMMENDED RESOURCES
Here are some books that will help you implement these concepts:

●​ "Good to Great" by Jim Collins

●​ "High Output Management" by Andy Grove
●​ "The E-Myth Revisited" by Michael Gerber
●​ "Traction" by Gino Wickman