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Evergreen Assets with John Lamerton

Evergreen Assets is the name of John Lamerton’s latest book. This is John’s third appearance on The Next 100 Days Podcast.

Evergreen Assets, John Lamerton, The Next 100 Days Podcast

Evergreen Assets – The Book


John wrote the majority of the book in the March 2020 lockdown. John’s clients were concerned to receive his advice. Firstly, he told them to look after cash flow. Secondly, look after relationships. One of the recurring themes in the book is that it is not a numbers game, it’s a relationships game. No one remembers what you did, but they’ll remember how you made them feel. Thirdly, he told people to build evergreen assets.

Noddy Holder – Great Example of Evergreen Assets

Even though Graham got his 70s bands mixed up, Mud and Slade. Noddy Holder was in fact the lead singer and writer of a very popular Christmas anthem. John tells the story…

It is rumoured that Noddy Holder receives £500k royalties, etc for the song every year. That is some return of effort deployed.

John Doesn’t Like “What’s Working Now”

He says the Guru’s like to sell ‘what’s working right now. Why? It’s because Guru’s can say the reason you’re now successful is you aren’t doing what’s working right now. You are using an outdated model. The world has moved on. He says, The Gurus will say, “I’ve got a secret, and that secret is what’s working right now”.

It’s all smoke and mirrors. A sleight of hand magic trick to rob you of money.

Instead, John encourages business owners to focus on what works every single time. It’s the “Merry Christmas Everybody” marketing strategy.

What do you think of Social Media?

“It’s tomorrow’s chip paper.”

The Social Network

John points out that social media used to be known as the social network.

John argues that it is far better for business owners to go deep with a few people, rather than spray stuff to lots of people.

The Evergreen Assets Eco-System

There will be one of the 6 seed classes that your business can most benefit from.

Viral Class – R Rate

John uses the R rate, used to reflect the Replicate Rate of the China Virus. So if you have an R rate of 1.5, for every 10 customers, they’ll bring in 5 free.

The gym wraps up a shareable story that can be put into a referral system, then you’ll have a business that produces a huge number of referral clients. The trade is made with the client to say if I produce the results you are looking for, you will refer me to 5 other people.

The Guarantee

Meanwhile, John has noted his clients like the idea of offering guarantees.

John Lamerton’s The Next 100 Days Podcast Testimonial

The Next 100 Days co-hosts…

Graham Arrowsmith

Graham Arrowsmith, Finely Fettled, Marketing Consultancy, The Next 100 Days Podcast

Finely Fettled helps organisations that want to market to affluent and high net worth customers with direct marketing campaigns and data services.
Meet Professionals – Offers large financial advisory groups with 50+ IFAs a white-labelled lead generation and conversion system.

Contact Graham:
LinkedIn: Visit Graham’s LinkedIn Profile
Twitter: Visit Graham’s Twitter Page
Email:  Email Graham Direct

Kevin Appleby

Kevin Appleby, The Next 100 Days Podcast

Kevin is a Chartered Accountant who has worked as a management consultant for a number of years specialising in finance transformation and implementing business change. Currently, he is COO of GrowCFO. GrowCFO is Where Finance Leaders Grow Together. Becoming a successful CFO requires commitment and dedication towards delivering your full potential. GrowCFO provides both community and CPD accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at