In this episode, we go Mystery Shopping with some of our clients, and encourage you to find out the TRUTH about what's going on in your business, rather than what "should" be happening. Our book of the month is "Principles" by Ray Dalio, and as always we've got loads of takeaways from it to help you grow your business. We evaluate risk vs reward from an investment, and business point of view - would you risk £6k to make £30k? How about giving free petrol away to potential customers, or giving them ALL their money back if you don't do what you say you're going to do? We look at how "real" businesses can implement squeeze pages and funnels into their marketing without coming across like a sleazy marketer! Finally, we talk about how we've built up some huge communities in our businesses - from 800 people in a Facebook group to 200,000 on a mailing list, and how you can swipe and deploy what we do. For links to everything we talk about, including the video recording of the episode and transcription of everything we talked about, head over to the show notes at bigidea.co.uk/podcast. And to watch the LIVE recording of each episode of the Big Idea Podcast, join our Facebook Group for FREE - you can then watch our ugly mugs in glorious technicolour every month, as well as get BONUS in-between-isodes, and direct access to both of us to ask any questions about this, or any other episode.