10 Commandments The Best Premium Offer CEOs Live By

The idea of making a premium might be scary. But it becomes the easiest thing to offer when you’re crystal clear on your value. Live by these 10 commandments and you’ll master premium offers!

If you’ve been thinking about creating a premium offer but you’re not sure how your market will respond, this article is for you.

Let me tell you about the story of my client Dona Rutowicz.

There were times when she doubted herself. She had a vision of what she wanted and was seeking the support and motivation needed to keep going. But every time she allowed herself to dream big, her fear of that very dream held her back.

I could sense where she was going.

I also knew that I could help transform her vision into something so grand and so bold that it would transform her life.

Dona needed someone who believed in her and would be there to push her along when she stalled. She knew what she had to do, but there were so many things to incorporate and she could never complete it.

There was always new research that came in and something she wanted to add. That went on and on until there were too many ideas!

Then her shift happened.

Dona let me guide this process of transformation. She trusted me to challenge her to narrow down her ideas.

The result? Dona would go on to create extraordinary change for divorced women around the world and she has just scratched the surface.

Not only that, she’s well down the road to taking her $100k offer to market with confidence and power!

I want you to make your dreams a reality, just as Dona is.

With my ten commandments, you won’t just be a dreamer anymore. You’ll be the brave CEO of a company that can make the premium offers that change lives.

Commandment #1 - I Am the Visionary

Take a look at the marketing of all the luxury brands. What’s common to all of them? It’s two things:

  1. They triggers buying emotions in people
  2. They paint a vision of something extraordinary.

I suggest to all our clients to set their businesses up the same way. That’s because to be the premium brand in your niche you’ll be only seeking to attract top-level clients. The type of clients that have grand visions for their own businesses and lives.

Premium quality clients only want to work with premium companies – the best of the best.

That’s why it’s so important YOU are a visionary. It’s why it’s so important you share your vision openly and joyfully with the world.

Where everyone else is aiming for the moon, be the person who’s shooting for Mars.

Take your stand and commit to who you are!

Commandment #2 - I Am the Expert

This means having absolute confidence in your abilities. It means knowing – with full conviction – that you can achieve extraordinary transformation for your clients.


Because you are the one with the magic. You are the person who can get the breakthrough result.

You are the world class expert that they’re searching for.

Once you truly believe “I am the expert” your clients will reciprocate. They’ll refer to you and post beautiful messages on your social media.

They’ll rave about you… but you need to believe in yourself first before others will believe in you.

Commandment #3 - I am Committed

The going will get tough at some point. So expect it. Plan for it. I won’t tell you that raising your standards and offering $100k offers is easy, or even for the faint of heart.

$100k offers are for the dreamers, the mavericks, the greats in an industry.

You will be challenged and you will get naysayers. Which is why it’s so important to stay committed to your vision and goals. On the days when you feel you’re at the outer limits of your comfort zone, stay true to yourself.

It’s the only way.

And if you do, anything is possible!

In these instances, it’s crucial to stay in action and committed to your goals. You may need to do something that’s out of your comfort zone and that may not feel completely congruent with how you’ve done things in the past.

Show up and don’t waver. In committing to your own brilliance, you will maintain the momentum that is so essential to being a successful premium offer CEO.

Commandment #4 - I am Nimble

The desire to do everything perfect is one thing. But you also need to be open to opportunities. Even more important is to become aware that problems can be opportunities!

That’s why I prefer to think of problems as challenges.

So whenever you get to a new level, expect a new set of challenges waiting for you. But if you’re nimble, you can treat them as opportunities to grow and level up.

Know that your journey isn’t going to continue in a straight line. But if you listen to the market and stay open to change you’ll continue to innovate and stay sharp.

Commandment #5 - I Am the Talent in My Business

Creating and cultivating relationships is incredibly important in business.

It should be one of your top priorities. That’s why your message must be clear and well-articulated. And to do that, you need to make yourself visible!

That could mean going to charity events and staying in touch with a small number of people. For others it can mean a strong presence on social media.

The point is that you are the talent in your business. So find out how to make YOUR talent shine through… and then do that thing consistently.

Commandment #6 - I Invest in the Best “How”

If you’re reading this, your best “how” may be “how to create and grow a premium-offer business.”

If that’s the case, I am able to comfortably stand in my power and say…

…I have the best material in the world on this subject! So you’re in safe hands 🙂

But just don’t forget about your clients. No matter your niche, your business is the catalyst for clients to achieve their goals.

For your clients, you are that “how.” They’ll seek your help so they can level up and continue to grow.

So, keep learning and investing in yourself – find more ways to get to the next level. Then, when you’ve crafted your premium offer, you support your clients to invest their best “how”.

Commandment #7 - I Am the Maverick

All luxury brands are trendsetters. They’re not always fashionable but definitely always mavericks! Why? The mavericks lead a revolution. They have incredible potential and ready to be a pioneer.

Not only that, they stand out and don’t worry about the competition. They do things differently – their own way! And they do it at a standard that nobody else in their industry comes close to matching.

If you’re to establish yourself as a maverick, then you need to offer somebody nobody else in the world can even touch.

So let me ask you a question…

What would you offer – and what result would you promise your clients – if you KNEW you couldn’t fail?

Think about that.

Then do it 🙂

Commandment #8 - I Employ the Best “Who”

You shouldn’t only be a visionary for yourself. You also need a team you can be a visionary leader for.

After all, having a great strategy can only take you so far. You need an exceptional team to implement it.

But you won’t be able to lead a group of exceptional people if you don’t believe you’re exceptional.

It starts with you and emanates out.

That’s the secret to hiring the very best people and bringing them on your team.

Commandment #9 - I Create Exceptional Experiences

Tiffany & Co. is a world famous brand. It’s also one of my favourites.

The history.

The romance.

To die for!

Just walking into a Tiffany’s store for a glass of champagne makes you feel like a celebrity.

And recently the pundits went crazy about a $1,500 paperclip that Tiffany offered on their website.

Of course, it’s 18K gold and it’s pretty. But in a practical sense, there’s no real difference between that one and a standard paperclip at your local stationery shop.

But there’s a world of difference in the packaging and experience for Tiffany’s clients, even for a paperclip Why? It’s because it’s a Tiffany & Co. paperclip. Something no other luxury brand can deliver.


Commandment #10 - I Have Integrity

What’s integrity? It’s about being honest with yourself.

As I see it, integrity is about what you really want and who you are. Then from that foundation you build a business model that’s in line with these values.

It’s just so important to lead from your values. The problem is so many people I speak to don’t know who they are and what they’re building.

They’re not fully aligned within themselves that it comes through in their decisions.

So they have doubt. And hesitation. And fear.

Fear is the biggest bottleneck people have when they think about creating $100k offers.

They have fear of the market. Fear of losing clients. Fear of what others will think. And most of all, fear of their own power.

But fear evaporates when you’re honest with yourself!

The Premium CEO’s Bible

It all starts with your desire to create an ultra-premium service for your clients. But sometimes it’s not easy to get your focus and priorities straight.

You need to be true to yourself and align your business with what you believe in. Create a team you can rely on that’ll help you create extraordinary experiences for your clients. Be the maverick that you know you are and continue to innovate to reach your goals.

Hard work pays off. So does consistency of your effort and your vision. The results are you’ll build an incredible business that clients happily pay $100k… $200k and more for!

Of course, some days the road will be bumpy. You may have doubts. You will definitely have questions. Which is why at Iconic Influencers we’re always ready to lend a helping hand. Watch our latest Masterclass to make a start.

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