A few days ago I mentioned that I would tell you why I’ve been making some big changes to business recently…

For example, I can’t tell you how many emails I’ve gotten from people wondering why in the world I’d increase the price of our primary product, “Mike Dillard Mentoring”, from $597/Yr, to $5,000 during a crisis.

I agree, it sounds completely counter-intuitive.

So I wanted to take you behind the curtain today and fill you in on why I’ve made the decisions I have.

As many of you have heard me say in my emails or videos recently, this isn’t the first crisis I’ve had to navigate as a business owner. I’ve been through 9/11, the Iraq War, the Crash of 2008, and now this.

I’ve learned some extremely valuable lessons from each of them.

Ironically, I’ve come into this crisis armed with an entirely new set of knowledge and skills that were acquired over the last 1.5 years while healing my brain and nervous system from toxic mold.

During that time, my body was being attacked by an invisible invader.

That infection put my body and brain into “fight or flight” mode 24/7… Dumping adrenaline and cortisol constantly.

As a result of that response, I had to learn how to take back control of my nervous system using tools like breath work, meditation, NLP, affirmations, hypnotherapy, and plant medicines.

It also taught me empathy, forgiveness, and how to recognize people who are reacting from a state of fear and trauma.

So here’s what I’ve observed in the market place, and with friends and peers on social media…

And here’s how I’ve decided to approach this situation as a result…

Simply put, I’ve been strategically working my way up Maslow’s Hierarchy of needs.

At the very bottom of this pyramid, is our need for physiological safety… Food, water, shelter, etc.

Until those needs are met, nothing else matters. Thinking about your business doesn’t matter. Looking for opportunities doesn’t matter. And diving into personal development of any kind becomes irrelevant.

Well this crisis has put people in fear of their physiological safety, where the very act of walking outside of your home or going to the grocery store is perceived as an activity that could put your life in danger.

The accuracy of that statement is irrelevant. The only thing that matters is how people are feeling and perceiving the situation.

The same thing could be said for the response we’re seeing about 5G. Whether the concerns are true or not, many people are responding to this technology as a treat to their physical safety.

So if I want you to get to a place without fear, and into a place of creativity where you can use this event as a way to prosper and grow, then I need to help you take care of your physiological needs first and foremost.

That’s where “Be Prepared” came into play when I promoted it 6 weeks ago.

Be Prepared is the course I created a few years ago on “strategic prepping”.

The entire point of that course is to teach you how to acquire the resources you need to take care of your physical needs… Emergency food, clean water, shelter, and personal protection.

The people who were running around hoarding toilet paper were forced to do that because their physiological safety was being threatened. Their actions were the logical and expected response because their brains went into survival mode.

That state of mind is horrible for business owners.

You can’t think straight. You make rash and emotional decisions, and you can’t operate from a place of creativity because you’re pre-frontal cortex shuts down, and your limbic system takes over.

So my first priority was to make sure you had the resources you need, now and in the future, so you can keep your brain out of fight or flight.

That brings us to the massive shift that took place this past week with Mike Dillard Mentoring…

Phase 2: Mike Dillard Mentoring

Here’s the definition of the, “Self Actualization” phase in the hierarchy of needs…

“This level of need refers to the realization of one’s full potential. Maslow describes this as the desire to accomplish everything that one can, to become the most that one can be.”

This phase perfectly describes the function and purpose of Mike Dillard Mentoring because that’s what it is designed to help people achieve.

The problem, is that we’re jumping from the bottom of the pyramid, to the top, which can’t be done. You cannot skip a level. You have to ascend from one level to the next in order.

People can’t make that jump until the underlying needs of Esteem, Belonging, and Safety are met.

If Mike Dillard Mentoring provided you with a community, esteem, and the ability to make money money tomorrow so you can increase your safety, it would be the perfect fit.

But it doesn’t provide those.

It’s designed to help you bring your dreams to life over a 12 month period. It’s like a Masters Degree in entrepreneurship. A few people are ready for that right now, but most are not.

So I’ve moved that product from our front-end course for the masses, to our flag-ship backend mentoring program, complete with monthly group coaching sessions so I can work directly with a handful of students who are making big moves right now.

That brings us to…

Phase 3.

Right now the majority of the world, (and specifically business owners), are located in these three sections of the hierarchy…  

Safety – Safety can include many categories, but for our purposes, we’re focused on financial safety.

You need a way to keep your businesses open, and your bills paid.

Once you have some financial security, the next level is Love and Belonging.

You need a sense of belonging and acceptance among social groups and like-minded peers. You need a tribe of people who accept you, and where you feel safe and understood.

And finally, that brings us to Esteem.

Esteem consists of the human desire to be accepted and valued by others.

In this particular crisis, esteem is largely tied to your ability to lead, protect, and provide for yourself and your family financially. It is the desire to not fail yourself or the people you care about.

So I’ve been thinking about this chart for over a month.

I have literally been laying in my bed or on the couch with my eyes closed for hours at a time.


I’ve been trying to figure out the most effective, valuable, and elegant way to provide a solution that will give people… (and business owners specifically)… Safety, Belonging, and Esteem.

I’ve concluded that small business owners have three primary needs right now…

  • You need leadership from those who’ve successfully navigated hard times before.

  • You need help and support from a community of people who understand the specific challenges we have as business owners.

  • And you need the ability to QUICKLY generate sales and revenue during difficult times.

Coming up with a solution that can provide all three wasn’t easy.

But we’ve done it.

We’ve been working 12 hours a day for the last month to create something that will solve all three of these problems at once, and it will go live this Tuesday on the 14th.

I’m incredibly proud of my team and the difference this project is going to make in your life in the months and years to come.

If you need help right now, or know someone who does, you can relax.

That help is on the way.

Stay tuned. I’ll be sharing more details with you tomorrow.