How to Define, Measure, and Achieve Goals—Will Pemble, Founder, Goal Boss Mastermind

Do you know how to set goals and do them effectively? Or how properly designed KPIs for every team member is the key to driving results?

Our guest today is Will Pemble and he is a goal-setting expert! He has an incredible background having previously built and sold, one of the largest web hosts on earth. He is a serial entrepreneur having built several different companies, including his Goal Boss Leadership System, and is internationally known as the “Coaster Dad” who built a roller coaster in his backyard. You have to hear the story he tells about the roller coaster at the end of the episode.

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Will Pemble built and sold, one of the largest web hosts on earth. As a Top 100 Domain Name Millionaire and serial entrepreneur, Will has been building and growing businesses of all shapes and sizes for over 25 years. Besides, Willbuilt and sold a national technical training company, and one of the first Internet Service Providers in San Francisco. Through GoalBoss Mastermind, he brings his passion for giving back to millions of people in person and online. Known worldwide as “CoasterDad,” Will and his kids have built five backyard roller coasters and been featured on Good Morning America, Discovery Channel, Netflix, Facebook Watch, and dozens of television shows worldwide. Led by Will, Goal Boss Mastermind helps solopreneurs, entrepreneurs, and large organizations define, measure, and achieve success by using the Goal Boss Leadership System.


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Tom DuFore, Big Sky Franchise Team (00:00):

Welcome to the Multiply Your Success podcast, where each week we help growth-minded entrepreneurs and franchise leaders take that next step in their expansion journey. I’m your host, Tom DuFore, CEO of Big Sky Franchise Team. And in the question as we open today is, do you know how to set goals, and really effective goals, and are you tracking and measuring them? And do you know how to build and design KPIs for each and every team member? And is it driving results?

Tom DuFore, Big Sky Franchise Team (00:33):

Our guest today is, Will Pemble, and he is a goal setting expert. He just has a fantastic background having previously built in sold, which is one of the largest web hosts on earth. He’s a serial entrepreneur having built several different companies, including his Goal Boss Leadership System, and is he’s internationally known as the CoasterDad who built a roller coaster in his backyard. And you’ve got to hang on all the way till the end of the episode to hear this story he tells about building roller coasters in his backyard. So let’s go ahead and jump into my interview with Will Pemble.

Will Pemble, Goal Boss Mastermind (01:08):

My name is Will Pemble and I am the CEO and head coach of Goal Boss Mastermind.

Tom DuFore, Big Sky Franchise Team (01:13):

Give us a little overview on the business and what you do, and then I’d love to get into maybe some how-tos or few best practices on goal setting.

Will Pemble, Goal Boss Mastermind (01:22):

Yeah. Happy to do that. Yeah, Tom. Goal Boss started out as a pretty typical high end management consulting firm. We would work with Fortune 1000, Fortune 500, C-suite executive teams and help them manage their organizations and help them grow their organizations. Over the last couple of years, what I realized is, for about 10 years or so, I’ve been working pretty hard to make the world safe for rich people. And in the meantime, what I’ve discovered, because I didn’t start out that way, I’m just like a poor kid from OS New York.

Will Pemble, Goal Boss Mastermind (02:13):

What I discovered about the Goal Boss leadership system, which I’ve developed over the course of my entire career is, it really, really works for any size business. It really, really works for any sized undertaking, because one of the things we do, and then like you in the franchise business, I’m sure you can appreciate this, Tom, is one of the things that we focus real hard on is, we focus on measuring what matters, we focus on key metrics. What are the numbers look like from day to day? What does a customer look like? What does that revenue look like? What are my productivity numbers and achievements?

Will Pemble, Goal Boss Mastermind (02:45):

And when you’re trying to manage an organization that’s large, for like a specific example, if you’re trying to manage as a franchisor, you’re trying to manage bunches of little businesses that are spread around the country or the world, you need to be able to get your hooks into specific things that you can measure and look at really quick so that you can assess the health of an individual unit or a group of stores really quickly, and then move forward to take action to improve what’s working really well and maybe get rid of a couple of things that aren’t working really well. And so that’s what Goal Boss is.

Will Pemble, Goal Boss Mastermind (03:24):

It’s a combination of three things, key metrics goals and team problem solving. And that’s just a little circle that we go around, key metrics, measure what matters, goals, move the needle on the things that matter, team problem solving, solve problems. One, we run into trouble because we always do. That’s what Goal Boss is built to do. Over the last couple of years, we’ve created Goal Boss Mastermind, and that is, my mission for Goal Boss Mastermind is to make this leadership system and all the tools in the book and all of that software available to anybody who wants it.

Will Pemble, Goal Boss Mastermind (03:59):

So, a solopreneur, a subway store owner, just anybody who wants it, we want to be able to help them move forward and break through to whatever the next level of their business success is.

Tom DuFore, Big Sky Franchise Team (04:11):

Great. Well, and one of the things that I was hoping to pick your brain on here a little bit and get some just ideas from you on, you talk about of KPIs and going through this planning process, and you raised a great point about franchisors and franchisees, and it is a unique relationship in the business community. It’s just kind of this unique process.

Tom DuFore, Big Sky Franchise Team (04:34):

So, in your experience, and it’s very vast, how have you found this to work with franchisors, or maybe what might you recommend for franchisors in implementing these KPIs for franchisees and then franchisors, is kind of this unique situation, what kind of process might you recommend in going through that?

Will Pemble, Goal Boss Mastermind (04:56):

Yeah. Well, I think that for a … If I look at it from the perspective of the franchisee, for starters, so as a franchisor, it’s a really great way. It can be a really great way to raise capital, to expand, to make sure that your leaders are deeply invested in the success of each individual store. So there’s a bunch of really strong arguments for franchising. And another thing that I love about franchising is you can dip your foot in the pool a little bit at a time. Right? It’s like, “Well, let’s start out franchising right here in Connecticut, let’s not go nationwide, let’s move forward and do this carefully.”

Will Pemble, Goal Boss Mastermind (05:34):

So franchising, if I’ve got a great business model and I want to do franchising, we may very well do that with Goal Boss, by the way, it’s one of the things that we’ve looked at, is like franchising or licensing so that we can have multiple Goal Boss certified coaches out there delivering our intellectual property, which consists of software and a book and a process and training. And it’s a mile deep. Right? And that’s, how do you get that out there? How do you protect it? How do you grow it smartly? So, that’s maybe a conversation for another time.

Will Pemble, Goal Boss Mastermind (06:12):

But as a franchisee, if I want to start a business, it’s really great. The reason I love that franchisor or franchisee relationship so much, and how I think it ties into Goal Boss really well is when I buy a franchise, we’ll call it a Subway franchise because that’s a pretty accessible example for most people. Right? It ends up being … One of the things that’s awesome about a franchise is, there is an operations manual and there is process and there are documented and procedures, and there are things that we’re all measuring across the boards the same way in every subway store, every whatever franchise unit is, we’re all using a common language, we’re all using the same scoreboard, if you will. Right?

Will Pemble, Goal Boss Mastermind (07:05):

And that’s hugely valuable if I’m … Well, I guess if I’m a bunch of different kinds of business person, if I’m a new business person, this is a great way to learn business because somebody has gone before you and they haven’t just gone before you, they’ve documented the heck out of it, and that documentation and that process and that training and that support fits really well into Goal Boss. It’s a lot like what we do for our clients, because we do figure out what are the key metrics? What matters? We sit down and we talk about those things. What can we do to move the needle on those things?

Will Pemble, Goal Boss Mastermind (07:44):

If you ask a 100 Subway owners, “How do I sell more Italian crunch loaf for whatever it is.” But if you ask a bunch of people with that experience that question, you’re going to get so many great ideas. And the idea that all fell up to the franchise, that’s really awesome to me. I’m not trying to sell franchising, but it is a really great example of how Goal Boss works, because we know what winning looks like. Right? Just like in football or baseball or any sport, there’s a scoreboard, and that scoreboard is the key metrics of the game.

Will Pemble, Goal Boss Mastermind (08:23):

And franchising allows us a scoreboard that is more like sports than any other sort of like business model. So many times, if you’re growing something on your own, we don’t really know what winning looks like. And so franchising shortcuts the new business owner to the point where it’s like, “I know what winning looks like at Subway, and if I don’t know, I can ask 50,000 Subway owners, what it looks like.” And that is a huge, huge value. Then if you go to the other end of the spectrum where you’ve got a sophisticated investor and somebody who really knows business, and they’ve got a lot going on, that same scoreboard is going to be incredibly valuable to them because just out of the corner of their eye, they can know the health of their business.

Will Pemble, Goal Boss Mastermind (09:13):

For every business or any business that wants it, Goal Boss does what franchising does because we build that same scoreboard, we build those same processes, we document things that work. So that’s kind of how I match those two things up, Tom. As you might imagine, I’m a big fan of systems that help businesses grow.

Tom DuFore, Big Sky Franchise Team (09:38):

Yeah. And I love that. And a lot of our audience who are tuning in, they’re either thinking of franchising their business, they haven’t done it yet, they’re kind of contemplating it, “Do I have the systems? Am I ready?” Or really just mentally, “Do I want to go that direction?” Or maybe some emerging for franchise brands that have 5, 10, 50, 100 units, and they’re at that growth phase of their organization. I think it’s interesting.

Tom DuFore, Big Sky Franchise Team (10:06):

Maybe on the other end, maybe for a successful entrepreneur, business owner, they’re doing well, but maybe they’re at that point of piecing some of this together. How might you recommend to just really, maybe any business leader, a few simple things that they could implement for some goal setting, certainly joining your system is one[crosstalk 00:10:30]

Will Pemble, Goal Boss Mastermind (10:30):


Tom DuFore, Big Sky Franchise Team (10:32):

Into that. But for them to implement on their own, may be a couple of nuggets that would help them be more successful at planning their?

Will Pemble, Goal Boss Mastermind (10:42):

You bet. If I’m a franchisor or let’s say I’ve got a good business, I always use the example of Joe’s Screen Doors, which is an imaginary company that doesn’t exist, but I just like the sound of the Joe’s Screen Doors. So let’s say, Joe has this company and his last name is [Spivey 00:10:58] and there’s no Joe Spivey that I’m aware of, but this Joe Spivey is my imaginary guy, and he owns Joe’s Screen Doors. And Joe builds screen doors, it’s just what it sounds like. Right?

Will Pemble, Goal Boss Mastermind (11:06):

He builds them, he ships them, he’s got installers and all that stuff. He’s got an end to end business that works really well, and it’s a local business, it’s right here in town, and Joe builds screen doors in pretty much every house in town. If there’s a screen door, pretty much Joe built it because he’s the best, and we love Joe. Why do we love Joe so much? Well, he’s got a great story. He came from Ireland as a kid or whatever the story is. Right? And so we understand the story of Joe. He’s involved in the community, he’s valuable, and his product is really awesome.

Will Pemble, Goal Boss Mastermind (11:38):

One of the of reasons his product is really awesome is, if I call Joe’s Screen Doors, I’ll always talk to Betty or one of somebody on Betty’s team and Betty will say, “Hey, what’s going on?” It’s like, “Oh, well, I got a hold of my screen doors.” Like, “Oh, well, let’s talk about that.” And then Betty will ask me five questions and she’ll assess what the thing is, and then she’ll schedule somebody and they’ll come out and they’ll say, “Well, we can fix this screen door, we can install you a new one.” And they’ll tell me the information. They’ve got a process that works really, really well, and it’s easy for the customer, it’s easy for the installer who comes out to do that conversation.

Will Pemble, Goal Boss Mastermind (12:11):

It’s easy for Betty who schedules the whole thing, because it’s really clearly documented from one end to the other. Right? And if you want an example of an amazingly really clearly documented awesome franchise, right, McDonald’s did okay. Right? Because every single thing is super duper predictable and excellent. That’s what they do, they do really well. So maybe Joe, because even though he’s a small business, he’s not making it up as he goes, he documents along the way. He finds out things that work, he tests them and he improves them constantly. Right? That’s a company we might want to franchise because every single town has houses and every single house has screen doors. But Joe can only reach so far.

Will Pemble, Goal Boss Mastermind (13:00):

So maybe Joe wants to franchise. If we take a similar company, if we take the process and the documentation out of Joe’s Screen Doors, and they make it up as they go, and they’ve got good intuition and they’re talented and they work real hard and they get it done, but we don’t exactly know how, that’s not as good a prospect. And again, Tom, you know more about franchising than I ever will, but to me, that’s not as strong a candidate as a franchisor, if we’re just relying on Joe’s ingenuity and on the spot problem solving skills. Right. That doesn’t scale.

Will Pemble, Goal Boss Mastermind (13:41):

The thing that we do at Goal Boss is we can work with a company that’s meeting with success and we can work with them, and in a very short period of time, we can help them identify document and measure what works. And then we can do things like make sure everybody in the organization has a written role description, and everybody in the organization has their own key metrics that we can measure on a continual basis.

Will Pemble, Goal Boss Mastermind (14:12):

And before you know it, what you have … I mean, and this is like over the course of a couple of months, not a couple of years, what we end up with is we end up with a business that is deeply duplicatable and processes that you can look at holistically, you can look at the whole thing or you can drill down to how’s the shipping manager doing at his job.

Will Pemble, Goal Boss Mastermind (14:40):

And then we can look in and do problem solving around how to improve those things. And all of it gets measured. That way what we can do is, we can take a copy of Joe’s organization and drop it down in the town next door, couple of towns over it. And so we can duplicate over and over again. And that’s really, really important to any business if they want to grow. We’ve got to be able to duplicate process, we’ve got to know what the important things are. So, Goal Boss might be, for someone who’s considering franchising as a means of growth, they’ve got to be ready to knock on your door.

Will Pemble, Goal Boss Mastermind (15:26):

I guess my question would be, as I’m thinking about these things … What’s the saying? If you’re a hammer, everything looks like a nail. Right? So my hammer is goal setting, key metrics and problem solving. Those are mind nails. Right? But when some business comes to you, what do you want? How can you help a business? I’m not asking the question smartly. How do I best prepare for my first meeting with Big Sky?

Tom DuFore, Big Sky Franchise Team (16:03):

Sure. No, that’s a great question, and I think a lot of what you just discussed is part of it. Certainly, you want to make sure you have a profitable business, have a business that financially is there. And number two, you have something, we say something that you can teach someone how to do, kind of these three broad buckets, something you could teach someone how to do as a second piece.

Tom DuFore, Big Sky Franchise Team (16:25):

Well, in order to teach them, you have to have those processes and systems and things in line. And some most clients we meet with our prospective clients will have some of those things documented, not all of them, but some things and other things have just been transferred through just a general training or knowledge transfer over time.

Tom DuFore, Big Sky Franchise Team (16:47):

And so, those are two of the big pieces of looking to franchise your business. And then lastly, that you have a market ideally, or at least a national customer base for your product or service, minimum regional, maybe an international, wherever your vision may go. So, there’s enough room for this to go. Kind of high level, those are three broad pictures certainly you dig down from there. But that’s generally what we’re looking for.

Will Pemble, Goal Boss Mastermind (17:20):

Cool. So a profitable business, a duplicatable teachable system, and of course, a market similar to whatever market they’re certainly, like other markets out there, places that we can go and put this business.

Tom DuFore, Big Sky Franchise Team (17:35):

Yes, that’s right.

Will Pemble, Goal Boss Mastermind (17:38):

Yeah. We had a company come to us one time and they were in the web hosting business here in the United States. And I know some things about web hosting and I’ve had some clients and all that. One of the guys that we were talking to, he asks, he was like, “Well, okay, I get your consulting business and all of that.” And it’s like, “Well, what makes you the consultant for us?” I was like, “Well, in particular, I know a lot about web hosting because that’s part of my history and I’ve had clients in that business in other countries, but in general, what I can tell you about Goal Boss is I know that as a web hosting company, you’ve got at least one employee whose job it is to build servers, build computers in the back room.

Will Pemble, Goal Boss Mastermind (18:27):

I know you’ve got that person. And what I know also from past experience is, I know the five things that are most important in that person’s job. I know the five measurable behaviors that that person does, and I know what productivity looks like for that person, and I also know what a role description, I know what a job description is for that person because we do role descriptions for everybody at every one of our clients. And so, I can tell you exactly what success looks like at any level of an organization, because we measure all of it. And so, I don’t have to guess what’s wrong with the server builder guy this month. If those numbers start to look wrong, I can just go figure out exactly what his performance is and know it and help him improve in places where he needs it.

Will Pemble, Goal Boss Mastermind (19:21):

And it works at any level. I know what the CEO should be doing. I know what a CFO should be doing. I know what the truck driver metrics are. I know what builds anything, because we measure all of it. And it’s so much easier than people would expect. Right?” It’s like, “Oh my gosh, that sounds so crazy, a big operations manual.” But basically what we do is we create this living breathing operations manual, and whenever we find an opportunity to document or improve something, it’s just part of our natural process. So I would imagine that if a company that was a Goal Boss client came to you and said, “Okay, well we’re profitable, and then here’s our profit numbers because those are the top line key metrics, here’s our numbers, and we could probably learn some ways to get better at that.”

Will Pemble, Goal Boss Mastermind (20:10):

We do have a duplicatable process because everyone in the organization has a written role description. Everyone in the organization has at least five key metrics that are measured on a monthly basis. Everyone in the organization sets at least seven monthly goals and we track the performance and the achievement of those goals, and everybody has about an 80% goal achievement average, and we know what to expect at every level of the organization.

Will Pemble, Goal Boss Mastermind (20:36):

So, if I bring that client, if that company comes to you guys, then really all we have left to answer is, does Joe’s Screen Doors only work here in Brookfield, Connecticut, or would it maybe work in Bethel, Connecticut as well? Or maybe Bethel’s too close, maybe we should go over to like Danbury. Right? But then it only leaves us with a market question, not a profitability or operation’s question. Does that make your life easier?

Tom DuFore, Big Sky Franchise Team (21:11):

Oh yeah, absolutely. Yeah. I’ve said, yes, we should have been talking years ago. I’d love to talk to your … That sounds wonderful. Yeah. But that’s exactly right. Yeah, no, you’re exactly what you described, and to your point, whether that business franchises or not, they’re in a far better position for whether it’s franchising, future sale, investment, whatever they decide to do with the business, they’re geared up because of the system and the processes you’ve put in place with them. I love what you’re doing.

Will Pemble, Goal Boss Mastermind (21:45):

Yeah. Thanks. Well, I mean, as I’m thinking about it, it’s like … And that’s why we do it. Right? So franchising it it’s not my business, my business is business, but it’s an interesting combination because I love to think of these tests, right, a test for something. Right? A test for whether you’re any good at skiing is, do you enjoy it? Right? Because if you don’t like skiing, you’re doing it wrong. That’s just like a straight up effect. Is my business franchisable? Which is another way, I think, of asking is my business financeable or fundable? Right? Can I get what I get somebody else to invest in this in some way?

Will Pemble, Goal Boss Mastermind (22:34):

And if my business is franchisable or if my business is fundable, that’s a pretty good signal maybe that you’re doing it right. Yeah? And if it’s not, I mean, I’m sure you’ve had people come here, “Hey, I want a franchise.” And you look at it and you’re like, “I love you, man. You make the best cheeseburger in the world, but we have no idea how you get there. It’s just like we can’t work with this.” That’s got to be just insanely frustrating for you because you’ll see this beautiful end result, but you’ve got no clue how they got there. Right? It’s just like, “Well, first magic.” And then there’s the great cheeseburger, it’s like, “Well, I can’t duplicate magic, it’s magic.” Right?

Tom DuFore, Big Sky Franchise Team (23:21):

That’s exactly right. That’s exactly right. Well, one of the things I’d like to do, I love the conversation we’re having and I also want to make sure we get in the same questions we ask every guest, so we get those in before we go. The first question we like to ask every guest is about a miss or two you’ve had along the way and something you’ve learned from it.

Will Pemble, Goal Boss Mastermind (23:41):

Oh, well, I mean, I’ve made just so many mistakes. Right? I love the term fail forward. Right? I was talking to a friend of mine, they’ve got some little kids, and you’re like watch a little kid walk across the room. Right? And so they’ll like, “Get up, they’ll fall, they’ll get up, they’ll fall, they’ll get up, they’ll fall, they’ll crawl, they’ll get up, walk a little bit more.” And they make their way across the room and they’re happy and tickled pink and all that sort of stuff. Kids don’t feel like missteps are failures, they’re just missteps. So in terms of misses, you learn all the best stuff from screwing up. Right? It’s like bad decisions make good stories. Right?

Will Pemble, Goal Boss Mastermind (24:27):

I think of my biggest business mistake would’ve been years and years ago, it was a virtual reality company. I think of it as the best company I ever drove into the ground. We wanted to do shopping mall based virtual reality entertainment, and it sounds okay when you first think about it, but like that business has been failing for decades. I feel sure people have brought you that idea, and you’ve been like, “Yeah, maybe not.” But that was one of the ones where I had this vision in mind where there’s this awesome store and it’s in a really big L.A. based chopping mall, and there’s going to be a line around the block. People don’t love the things … and all that. It never came true. Right? It just never, ever worked.

Will Pemble, Goal Boss Mastermind (25:14):

And even though by the end of the first day, like the end of opening day, I knew we weren’t going to be able to do the traffic, we weren’t going to be able to sell the food. We did a whole bunch of things, even though I knew I had a spectacular failure on my hands or an expensively spectacular failure on my hands, I wasn’t quite willing to let go of it. I wasn’t quite willing to listen. I wanted the whole thing to work exactly the way I imagined the whole thing should work. And I dug in a little bit on that, and it costed. Right? It costed money. It was embarrassing. It was a slog. It was no fun. It was all of the things that are like a failing business is. It was that.

Will Pemble, Goal Boss Mastermind (26:02):

What came out of it at the other end of it. Eventually when we finally had to close the store, what came of it was, we had these little internet kiosks that people could go, and what came out of it was, one of the first internet service provider companies in San Francisco. Right? And so we pulled from the ashes the one thing that showed some promise and the thing about it and what I would categorize as a misstep in that adventure was, I could have done that like six months sooner. Right? So I don’t say, give up, you have to love your dream of your business. You have to love it and stick with it long after it makes sense to quit.

Will Pemble, Goal Boss Mastermind (26:44):

But at the same time, it’s important to be able to unpack it a little bit and look at the things that are working, say, “You know what? That game machine over there, that’s not working, but this internet kiosk, maybe let’s lean into that a little bit more.” And Goal Boss helps with that as well, because we can measure what’s working and what’s not and gets us closer and faster to those choices. So the virtual reality store was probably one of my biggest misses. It took me longer to pull some success out of the ashes than maybe it should have.

Tom DuFore, Big Sky Franchise Team (27:15):

Yeah. Thank you for sharing that. What a great learning lesson, a costly learning lesson, but a great [crosstalk 00:27:23]

Will Pemble, Goal Boss Mastermind (27:22):

All the best ones are.

Tom DuFore, Big Sky Franchise Team (27:23):

Yeah. Well, how about on the other side, could you share a make or two that you’ve had along the way?

Will Pemble, Goal Boss Mastermind (27:31):

My favorite intentional success has been Goal Boss Mastermind. This idea that I want to basically give away Goal Boss to anybody who wants it, and of course, it’s like a free model, it’s not really a giveaway, but it’s like a good, fast, cheap, pick two. So, if you don’t have any money and you want to learn Goal Boss, come join the Goal Boss Mastermind at the free membership level. Like the saying goes, if you hang around the barbershop long enough, you’re going to get a haircut.

Will Pemble, Goal Boss Mastermind (28:02):

And so we’ll teach it to you, and then if you need it fast, if you need it like overnight, it’s like, “Hey, I got a meeting with Big Sky on February 15th.” All right, let’s get in there, let’s do some documentation, let’s get you a strategic plan. Let’s figure out the things we want. All of that. So when you walk into Tom’s conference room on February 15th, he is going to be blown away. That’s good and that’s fast, probably not as cheap.

Will Pemble, Goal Boss Mastermind (28:26):

So the thing that I am most proud of is the Global Boss Mastermind System. It really is the best thing I’ve ever done. And then a recent win which was entirely accidental is, I’ve got a side hustle where in 2220 I took a Mercedes Sprinter van, a cargo van, like an Amazon delivery truck sort of a thing. I bought it brand new and I turned it into a very fancy recreational vehicle, a very fancy motor home. And I put a couple pictures on YouTube and Instagram, and I’m a little bit known there.

Will Pemble, Goal Boss Mastermind (29:03):

Then a couple of people started reaching out and saying, “Hey man, can you build me one of those, can you build?” And so now I’ve got this little side hustle company called Hack My Van, and we’re building these $350,000, $400,000, super fancy RVs for people. It’s a total win, it’s a joyful business, and just complete accident. Right? And it’s so much fun. My side hustle. It’s going to probably do about $2 million of side hustle this year.

Tom DuFore, Big Sky Franchise Team (29:36):

Yeah. That’s a great side hustle business to have built. That’s incredible. I love that. I love that. Well, let’s talk about a multiplier. The shows multiply your success, and we get a great diversity of responses and answers here. So I’m curious, has there been a multiplier too you’ve used as you’ve grown the many businesses you have or you personally in your career?

Will Pemble, Goal Boss Mastermind (29:58):

Yeah, I mean, from my perspective [inaudible 00:30:01] I call them the big three business killers, but you could just as easily call them the big three business multipliers, and they are communication, delegation and time management. If you look at any successful person, you look at any successful business, you look at any high growth organization, what you’re going to find is you’re going to find that they’re experts in communication, delegation and time management. And so communication is making sure that people understand you the first time you say it and confirming that that happens. Then making sure everybody else in the organization does the same, because we can’t afford the same conversations twice.

Will Pemble, Goal Boss Mastermind (30:40):

Delegation is knowing when I should do something. Right? So if a task comes to me, my first question is, is there anyone else in my organization who can do this who’s not me? Even if they can do it at like 80% of my skill level, because that’s the next argument against delegation like, “Oh, well nobody can do it as well as me.” It’s like, “I’m Joe can make a screen door like I can.” It’s like, “Okay, yeah.” But can you teach somebody to make a screen door like 80, 90% as well as you?” Because probably that’s enough.

Will Pemble, Goal Boss Mastermind (31:10):

So always delegate. So only do what only you can do. There are things as the leader of an organization, especially there are things that only you can do. And if you’re doing something that somebody else can do, then we’re not getting what we need out of you. Right? It’s when you jump in and say, “Oh, let me handle that.” That’s when we need you the most, step back from that, trust your people, trust your team, learn to live with a little bit of breakage. And then also we’ve written, at Goal Boss there’s a 13 step process to delegating. And if you do those 13 things in order every time, I promise you, 80% of the things you delegate will get done exactly the way they should. It just happens over and over again, and I’ve been measuring that for 15 years.

Will Pemble, Goal Boss Mastermind (31:57):

And then time management is the other thing, you have to be super ruthless about how you manage time. Which means if I schedule a meeting with you, I’m going to show up exactly when the meeting is supposed to start. And I promise you that I’ll be ready to go at the minute the meeting is supposed to start, and I’ll make you another promise, when the meeting is scheduled to be over, I’m going to get up and walk out of the room because you don’t get to steal time from me and I don’t get to deal it from you because time is the only thing we can’t get more of.

Will Pemble, Goal Boss Mastermind (32:29):

So you look at a successful organization, those three multipliers, communication, delegation, time management, you’re going to see them everywhere. And on the flip side, if you see failing organizations, you’re going to see failures in communication, delegation and time management.

Tom DuFore, Big Sky Franchise Team (32:45):

Wow. That’s great summary. Yeah. I love that. Thank you. Will, the last question we like to ask every guest is, what does success mean to you?

Will Pemble, Goal Boss Mastermind (32:55):

Well, success varies for me kind of, over time it changes and evolves. For me, what success looks like is, having the time and the money to do what I want to do, basically. Having the time and the money and the Liberty and the freedom to do the things that I want to do. And that’s going to be different for me than it is for you than it is for anybody else. What I’ve discovered is that if I can manage my time well, and if I can manage my finances well, those are going to be the result of, generally speaking, communication, delegation, time management, setting goals, all of that sort of stuff.

Will Pemble, Goal Boss Mastermind (33:39):

And so to me, success looks like being crystal clear on what I want to achieve and how to measure how I get there. And then the mission of Goal Boss Mastermind, and it’s interesting you asked that question, because the mission of Goal Boss Mastermind is to help people define measure and achieve their success. It’s not a one size fits all thing. Right? Everybody’s different, we are going to find out what yours means and then we’re going to help you get there. And if I can do that, then I feel like I’ve done a good day’s work.

Tom DuFore, Big Sky Franchise Team (34:15):

Well, I love it. One of the, I guess, selfish reasons for starting the Multiply Your Success podcast and asking what success means is I love learning what it means to other people to help define and establish what it means to me, because it shifts and changes over time depending on season of life and things going on. So, I appreciate that. And one of the things, Will, that you had put in your onboarding form here that I just have to ask about before we go, because it just seems fun here, which is, what is a guy like you doing building a roller coaster in your backyard? What is that?

Will Pemble, Goal Boss Mastermind (34:55):

Well, it’s a weird story. Once upon a time, when my son was like 11 years old, we had just come back from a summer vacation, and school was going to start in a couple of days and Lyle was a little bit sad. On our trip we had gone to a couple of different amusement parks and Lyle loves roller coasters, he can name them all and he’s got lists and he’s like a data kid, and we were just sitting in the backyard bemoaning the fact that school was going to start again, and we were both a little sad about it. And Lyle says, “Man, I had so much fun at Six Flags. It was so great. I wish we had a roller coaster in the backyard. Wouldn’t it be great if we had a rollercoaster in the backyard, dad?”

Will Pemble, Goal Boss Mastermind (35:38):

And like any normal human being, would’ve said, “Yeah, that would be really cool.” Right? And he didn’t even ask me to do it. Right? He was like, “Couldn’t you build me?” It wasn’t even an ask really. But I thought about it for maybe a half a second. And I do love to build things and I do have a lot of tools and I like to get more tools if don’t have the ones I need. So, in about a half a second, what I thought to myself was, if I were to build Lyle a roller coaster in the backyard, just like a little roller coaster, if we were to do that project together, he would keep that with him for the rest of his days, and he would tell friends at work in his career as an adult, he would share that story all his life.

Will Pemble, Goal Boss Mastermind (36:22):

And if he has babies, he might do something crazy like that for them. This might be a good thing to do. It might be a cool, awesome thing that Lyle and I could share. That was the first thing I thought of. Then the second thing I thought of, and these were equally weighted considerations. I want to be clear about that. The second thing I thought of was, if I do this, it really will prove just once and for all that I’m a much better father than my brother, Larry, just much better. I thought of those two things. I was like, “Yes, experience with Lyle, last a lifetime, win against Larry. I love my brother dearly and we are very competitive.

Will Pemble, Goal Boss Mastermind (37:03):

So we went about doing it and we made videos of it to show Larry how awesome I am and to show grandma Lois the progress. And the videos started to get a little traction on YouTube, and one day, Good Morning America called and said, “Hey, we’d love to send a crew out there to film your thing and hack a day.” And we’ve been on every bit of news a couple, and then I built another roller coaster for a friend of mine. And then I built another one in the front yard, because there was already one in the backyard. And then we moved to a bigger house because the kids were just too big for the house we were in. There was no roller coaster there. And Liz was like, “Please don’t do it.” I was like, “No, I’m not going to do it. Don’t be silly.”

Will Pemble, Goal Boss Mastermind (37:43):

And then Netflix called and said, “Hey, we hear you make roller coasters, we’d love to do a show about you building a roller coaster in the backyard. And I was like, “Well, that’s funny. You should mention that, because I just moved into a brand new backyard.” And they’re like, “Well, let’s film it.” And so, that happened. The takeaway from the whole thing is, yes, it’s crazy, and they’re like real full size rideable fast monster roller coasters and really cool fun stuff. For me the takeaway is that, because of that, I’ve had experiences and opportunities in business and in life that never would’ve happened if I hadn’t built the roller coaster, if I hadn’t done that silly, crazy, stupid, ridiculous thing.

Will Pemble, Goal Boss Mastermind (38:28):

And so what I always try to tell my clients, my friends, anybody who listen is, say yes to the crazy, don’t be afraid to let your freak flag fly. It’s like whatever craziness you have, get it out there and show people because we’re not looking for a consultant to help us franchise our business, I’m not looking for that. I’m not looking for a coach to help me grow my business, I’m not looking for a person to build my camper van, I’m looking for a relationship. I’m looking for someone I can connect with who’s going to understand me and my dreams and someone who inspires me.

Will Pemble, Goal Boss Mastermind (39:13):

And that’s the guy I want to do business with. I don’t want to do business with a robot. I want to do business with somebody who inspires me. And that always comes from the crazy personal weird stuff that we all have inside us. So, let it rip is my takeaway from that.

Tom DuFore, Big Sky Franchise Team (39:34):

Well, thank you so much for sharing that story, I’m so grateful. What’s the best way for someone to reach out to you, connect with you, connect with your companies, what you’re doing?

Will Pemble, Goal Boss Mastermind (39:45):

The best way to get to us is just go to You can sign up for the free Goal Boss Mastermind membership. It doesn’t cost a single thing. We’ll teach you some awesome things, there’s all sorts of content that’s available. And so you can just go to and join the team. We’d love to have you.

Tom DuFore, Big Sky Franchise Team (40:04):

Will, thanks again for being a guest on the Multiply Your Success podcast and for just being a great guest to interview. So let’s go ahead and jump into our three key takeaways. So take away number one is the actual mission for Will’s company, where he said his mission is to help people define measure and achieve success.

Tom DuFore, Big Sky Franchise Team (40:26):

And then he talked about how every person should have KPIs and measurable goals at every position in the company. I thought this was great and Will said to his company, the Goal Boss setting program and system that he has in place, there’s a free starter version for you to just try it out. So if you heard this interview and you’re listening to it, there’s no benefit for Big Sky or for our podcast here in doing it, but it’s a great offer that he’s making to anyone who tunes in here.

Tom DuFore, Big Sky Franchise Team (40:55):

Take away number two, he shared that communication, delegation and time management, that these three pieces are what he has found to be the three key pieces to every business having success or every business not succeeding in what he has seen in his experience in building his own businesses and consulting others. So if communication, delegation and time management are strong, the business tends to do well. If one or multiple of those areas is weak or failing, the business tends to not be doing well.

Tom DuFore, Big Sky Franchise Team (41:32):

Take away number three is when Will said do the crazy things. I thought that was great, that really stood out. So do the crazy things. He shared about how he started that virtual reality business and turned it into something extraordinary. Despite the business itself failing, he found a component to it that worked, and he started an internet company that he was able to build and grow. Will also shared about building the roller coaster with his son and how it has changed his son’s life and his life, that it’s opened up so many doors and new opportunities and publicity and lots of extras that have come along from that.

Tom DuFore, Big Sky Franchise Team (42:13):

He shared the final one that he talked about, was the luxury RV business that he started as a side hustle now. And it’s a $2 million a year side hustle business for him, pretty incredible with what he’s done. And now it’s time for today’s win-win. So today’s win-win is when Will said he’s looking for a relationship and for someone who inspires him, and really all of us as customers, I think that’s something that we all probably share in common. We want to develop that relationship with that person, with that brand, with that company we’re doing business with.

Tom DuFore, Big Sky Franchise Team (42:56):

And I thought this was just a good reminder. We’re at the first of the year, this is something that we’re doing internally at our company. And for Big Sky, our primary driver is very much in line with that statement. In fact, our mission at Big Sky is to inspire and foster greatness because we believe that everyone not only can be great, but should be at something. Our number one core value at our company is win-win relationships. We’re focused on building and looking to develop and build relationships with the clients and people we do business with. We believe that this is essential for any and all businesses. It’s not transactional in nature.

Tom DuFore, Big Sky Franchise Team (43:40):

Even if you have a transaction type oriented business, don’t treat it as such. You can be developing relationships with people to foster that for the long haul, for referrals, future business, future opportunities that might come from it. That’s the episode today folks, please make sure you subscribe to the podcast and give us a review. And remember, if you or anyone you might know be ready to franchise their business or take their franchised company to the next level, please connect with us at Thanks for tuning in. We look forward to having you back next week.

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