Your Dream 100 List – The Most Important Tool to Grow Your Business

𝗥𝗲𝗮𝗱 𝗧𝗶𝗺𝗲: 4 minutes

Hey friends,

The other day someone asked,  “What are your most important tools for networking in business?”

To which I replied:

“Build Your Dream 100 List”

And someone else said, “What’s that?”


It’s only the most important tool you’ll ever create for your business.

If you don’t have one, it’s probably the biggest reason why your business is struggling to grow.

It was originally developed by a man named Chet Holmes.  And if I had to guess, I’d say he’s at least partially responsible for the major shift away from high pressure sales tactics in business.

Thank you Chet.

Now, the actual number is less important than the quality of your list.

You could have a Dream 5 or a Dream 500.

The important part is that you actually build and use it.

What’s a Dream 100 List?

Your Dream 100 List, is a list of leaders, colleagues, and ideal clients in your niche.

Last week I wrote about the importance of building interest based communities in a world where location is no longer a limitation.

And this is one of the best ways I know to go about doing that.

Here’s why:

  1. Working with other leaders can help you get in front of large groups of people.
  2. Connecting with colleagues will inspire you to do great work, and
  3. Determining your ideal clients makes your marketing easy and obvious.

So pull out a spreadsheet and get started now.

First, Imagine All The Leaders In Your Industry

There are the heroes you’d like to meet one day.

People you’re dying to have an awesome conversation with, or people you’d love to share a stage with.

And don’t be shy!

You might be thinking, “I’ll never get a chance to meet someone like this!”

But that’s only true if you continue to believe it.

A few years ago I applied to present at The Embodiment Conference.  I was ahead of the curve when I found out this would be happening, so it was on my dream 100 list for two whole years before I had a chance to apply.

And the first time I applied I was totally denied!

Actually, I wasn’t even denied, they just never got back to me.  And at some point it became clear that they weren’t going to.

But in the end, an off-handed comment in a Facebook group landed me a spot right after Alanis Morissette on the trauma and social change channel.

I couldn’t believe it.

I was rubbing digital shoulders with many of my heroes in personal development like: Dr. Gabor Maté, Paul Chek, Jack Kornfield and more.

So don’t be afraid to dream big, and be persistent.

Next, Meet Your Playmates

Other people in your industry, at your level, are not your enemies.

And they’re not your competition either.

Some might view you that way when you reach out, but that’s okay.  Most likely they’ll just ignore you until they can’t.

You’ll eventually win them over with either your persistence or your success.

I remember when I was invited to speak on the Men’s ADHD Podcast by an amazing community leader, Marc Almadovar.

On the surface, we did similar work with a seemingly contradictory approach.

Marc embraces his ADHD diagnosis and works to empower others who have it.

While I reject it and argue that it can be healed.

After recording our conversation, Marc admitted that he was hesitant to release it because he thought it would be controversial.

He went on to build a massive support group and I got several enrollments in my group coaching programs from that interview.

As far as I know, there was never any controversy.

Win, win.

Thanks Marc.

And Lastly, Find Your Dream Clients

If you only do business with people (who are not other businesses).

Here you’ll list your best clients.

These are the kind of people you’d like to find more of.

And these are the folks you’re most likely to get the best referrals from.  So you should continue to surprise and delight them long after you’ve worked with them.

They’re likely to want more of whatever it is you do or make in the future.

And they’ll also serve as an archetype of the future dream clients you’re looking for.

Now, if you also plan to do business with other businesses, experts or brands.

List them here as well.

Even if you’re not sure in what capacity you might work together yet.

Years ago I had MovNat in my Dream 100.

I had no idea in what capacity I might work with them, but since they were in my Dream 100, anytime I had a chance to attend one of their training sessions, I did.

Then one day I found myself riding in a car with their Chief Operating Officer and two of their future gym owners.

They told me they needed help developing some at home fitness equipment.

As a result, my first dropshipping product was born.

Bottom line, if you’ve got brands on your list, buy their stuff and attend their events.

You never know what might happen.

How To Get Started Now

The Dream 100 List is probably the most important tool you will ever use to grow your business.

Even if you don’t have a niche.

Even if you don’t have an offer.
Even if you’re not sure what you’re best at.

By building it and putting it to good use, all your future marketing efforts will begin to seem more effortless.

And most people who read this letter will never do it.

That’s because this is the difficult, low visibility work that it actually takes to be successful.

It’s not like posting on social media, no one sees you doing it.

That’s why people with huge followings seem like such a mystery.  They’re doing the invisible work that most people don’t see.

And if you put it off because you don’t think you’re ready, that’s a big mistake.

If you wait until you need or want something to reach out to your dream network, you’ll be ignored.

So dig your well before you’re thirsty.

Build strong relationships now and give value to well connected people.

Show people that you’re interested in their work and that you want to see them succeed.

Then, when you see a gap you can fill or have an offer to promote, they’ll be happy to hear what you have to say.

Here’s your invitation to start:

  1. Open up a spreadsheet (seriously, do it right now.)
  2. Title it “Dream 100”.
  3. Enter at least ten names off the top of your head.
  4. Then put it in your calendar to work your Dream 100 for at least one hour later this week.

In addition, you should start treating your social media accounts like a dream 100 networking platform.

Follow all your dream contacts and unfollow all distractions.

Stop using social media impulsively and start using it as a way to network, do market research, and learn how to get attention so you can educate the people you seek to serve.

That’s it for today.

All the best,