How the OBSESS Framework Fueled the Success of the Full Focus Planner
Using Zenith Labs’ OBSESS framework, Michael Hyatt successfully collaborated to launch the Full Focus Planner, a product that scaled his productivity tools and concepts to a massive audience. Here’s how each step of the framework contributed to the success of the planner:
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Through the OBSESS framework, Hyatt and Zenith Labs not only created a successful product but established a cycle of loyalty, increased sales, and advocacy that amplified Hyatt’s brand reach and long-term impact. The Full Focus Planner became a cornerstone of a thriving community, where brand loyalty, product engagement, and advocacy propelled exponential growth.
The OBSESS framework
Here’s how they applied each
step of the OBSESS
framework to bring their values to life:
Observe
Hyatt and Zenith Labs started by deeply assessing Hyatt’s existing productivity tools, as well as his community’s needs. Through observing his followers’ workflows, challenges, and daily routines, they pinpointed a core friction point: people were inspired by his teachings but needed a structured, tangible tool to integrate them into daily life. This observation led them to conceptualize the Full Focus Planner as a hands-on solution to bridge the gap between learning productivity concepts and applying them.
Benchmark
They then analyzed industry standards and competitor products to identify where current planners and productivity tools fell short. Benchmarking revealed gaps in the marketplace for a planner that was both comprehensive in guiding goal-setting and adaptable to individual needs. By measuring against these insights, Hyatt and Zenith Labs set ambitious but achievable benchmarks for what the planner could provide, from quality of design to practical usability.
Strategize
With this foundation, Hyatt and Zenith Labs co-created a strategy to develop a planner that would serve as a powerful daily companion for users. They collaborated to design features that embodied Hyatt’s productivity philosophies—setting annual goals, breaking them down into quarterly, weekly, and daily steps—while also making the tool visually appealing and user-friendly. They envisioned the planner as not just a product but a catalyst for transformation, designed to help users tangibly experience the benefits of Hyatt’s system.
Scale
Zenith Labs supported Hyatt in creating a practical, step-by-step execution plan, ensuring that each aspect of the planner was perfectly aligned with his productivity framework. Through hands-on teamwork and attention to detail, they maintained Hyatt’s voice and values in every design choice. This collaborative execution allowed the Full Focus Planner to be launched with a robust support structure, making it easy for new users to understand and integrate into their routines.
Execute
Before launching fully, Hyatt and Zenith Labs tested the planner with a select group of users to refine and iterate based on real feedback. This scaled approach ensured that any challenges were addressed before the broader release, preparing the planner for a successful full-scale rollout. This pilot phase built confidence that the planner was both effective and user-friendly, which helped generate excitement and credibility at launch.
Sustain
Finally, Hyatt and Zenith Labs embedded the planner within Hyatt’s brand ecosystem, providing ongoing content, workshops, and community support to encourage continuous use. By incorporating the planner into a broader journey of productivity, they made it a key touchpoint in his followers’ lives. This approach sustained momentum, transforming the planner from a one-time purchase to a tool that followers continued to use, leading them to engage more deeply with Hyatt’s additional products and services.
Outcomes of our framework
This is how our OBSESS framework helped them with some
amazing outcomes
The Full Focus Planner became more than a tool; it represented a commitment to Hyatt’s productivity philosophy. Users who saw real-life changes in their productivity and clarity developed a deep loyalty to Hyatt’s brand. This loyalty wasn’t just built on quality but on the transformative experience that aligned with their values and goals, making Hyatt’s brand a trusted partner in their success.
As users experienced the benefits of the planner, they became more open to exploring other products and services within Hyatt’s ecosystem, from books to workshops to coaching programs. The planner served as a gateway product, introducing followers to Hyatt’s full suite of offerings. This expanded product interest led to higher customer lifetime value, as loyal fans continued to buy new resources to further their growth.
The planner turned users into vocal advocates who shared their success stories and excitement within their own networks. By naturally sharing how Hyatt’s tools impacted their lives, these advocates drove organic word-of-mouth marketing. Their stories became powerful endorsements, boosting the brand’s visibility and attracting new audiences eager to experience the same transformation.
