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ProfitLayer with Timothy Dick - Business building explored layer by layer.

May 8, 2019

“It can often seem like your team is lazy and doing the minimum amount of work. But the fact is, you’re not setting complete criteria.”

Nic Peterson (1:14-1:26)


How do you know when a task is truly complete? Businesses grow and scale when they apply one key concept that most organizations miss. Understanding “complete criteria” can save your business hundreds of thousands of dollars. It eliminates the waste of time that occurs when your organization doesn’t know what “done” actually means.


Parents tell their children to clean their rooms. But “clean” means different things to different people. This results in conflict, delays, and frustration. The same thing applies to your business. You might tell a team member to create a sales funnel or make calls to prospects. They do the task, but you come back to find it’s not complete according to your criteria.

“Alignment happens when complete criteria have been identified, and everyone knows when the task is complete.” - Nic Peterson (1:40-1:49)

Business owners often think employees are being lazy or just not doing complete work. But the real problem is that you’re not setting complete criteria. You have to align the entire team so everyone understands and meets the criteria for completion.


This keeps you from having to do the same things over again, which wastes time and money. It lets you know when tasks are done so you take the next step in the process. Setting complete criteria means doing the task and then having everyone agree on what “complete” looks like.

Complete Criteria Maximizes Profit in Your Business

The few minutes it takes to establish complete criteria throughout your organization can save you time and thousands of dollars. You streamline your workflow when everyone knows they can do X only after Y is complete.


A sales funnel isn’t complete if you leave out automations, split testing, and other important elements. Losing a week to go back and make corrections is costly when you’re spending large sums of money on driving traffic each week.

“Some tasks might be two tasks. But you only know it when you establish complete criteria and a date of completion.” - Nic Peterson (4:16-4:25)

Creating complete criteria means establishing a completion date. This allows you to start making the right decisions at the right times to avoid costly delays.


“This is complete when…” should be the foundation of taking on or assigning any task within your organization. When you create complete criteria, you maximize profits while eliminating the delays that hold businesses back. You gain a leading edge over your competitors and put your business on the path to consistent growth for the future.

How to get involved
If you want to learn more about Nic Peterson and the strategies that help you grow and scale your business, visit


If you would like more information about Timothy Dick, and the success businesses have gained through work with him, visit his website.