Latest / What is Business Development? / Episode 106: BD Book...Top Tactics from “The Frame”

Transcript

Episode 106: BD Book...Top Tactics from “The Frame” · What is Business Development?

• 0:03
  Speaker 1: Welcome to the Business Development podcast, brought to you by
• 0:06
  Speaker 1: the Global Business Development Association, delivering the strategies and tactics
• 0:11
  Speaker 1: to boost your career and corporate growth.
• 0:21
  Speaker 2: Hello BD pros, and welcome to the Global Business Development
• 0:25
  Speaker 2: Association podcast called What is Business Development?
• 0:30
  Speaker 3: Hey?
• 0:31
  Speaker 2: You ever notice how some people effortlessly command a room
• 0:36
  Speaker 2: and they close deals with ease, and they have others
• 0:39
  Speaker 2: leaning in when they speak, while others they struggle to
• 0:43
  Speaker 2: just get taken. Seriously, that's not luck, folks. That's called
• 0:47
  Speaker 2: the Frame. And today we're going to be talking about
• 0:51
  Speaker 2: the book called The Frame. But before we do that,
• 0:54
  Speaker 2: you know what also looks good in the Frame your
• 0:56
  Speaker 2: Business Development Professional certification from the Globe Business Development Association.
• 1:02
  Speaker 2: And in order to get your certification, all you have
• 1:04
  Speaker 2: to do is go to Amazon, grab your copy of
• 1:07
  Speaker 2: the Business Development Body of Knowledge and read the book
• 1:11
  Speaker 2: and then take the certification at Gbdassociation dot org. And
• 1:19
  Speaker 2: when you're done reading that book, jump right into this book.
• 1:22
  Speaker 2: It's called The Frame Unspoken Laws of Power, Status and
• 1:28
  Speaker 2: Influence by Justin Michael and Johnny Steaker. Folks, if you're
• 1:33
  Speaker 2: a fan of the show, you've listened to our episodes,
• 1:35
  Speaker 2: you know Justin Michael. If you're anybody in business development,
• 1:39
  Speaker 2: unless you're living under a rock somewhere, you definitely know
• 1:42
  Speaker 2: Justin Michael because he's one of the major voices in
• 1:45
  Speaker 2: modern sales and we are so privileged to have him
• 1:49
  Speaker 2: back on the show today to talk about his book. Now,
• 1:52
  Speaker 2: when you go to Amazon and get a copy of
• 1:56
  Speaker 2: Justin's book, folks, I have to warn you, I think
• 2:00
  Speaker 2: this requires adult supervision when you read it, because when
• 2:03
  Speaker 2: I wrote it, read the book on a plane. I
• 2:07
  Speaker 2: left my laptop on the plane. I was so engrossed
• 2:11
  Speaker 2: in the book I lost my mind just reading it,
• 2:15
  Speaker 2: and I got halfway off the plane in my seat
• 2:18
  Speaker 2: mate said, sir, sir, sorry, you forgot your laptop in
• 2:21
  Speaker 2: the seat pocket in front of you. So this is
• 2:24
  Speaker 2: just another fantastic read. I love Justin's books, just his
• 2:29
  Speaker 2: writing style is just It's not your typical nonfiction boring
• 2:35
  Speaker 2: blah blah blah that so many books are out there
• 2:39
  Speaker 2: in the nonfiction business space. Unfortunately, this book reads like
• 2:45
  Speaker 2: the mix between a spy novel and a romance novel.
• 2:48
  Speaker 2: And if that doesn't have you interested enough, this is
• 2:51
  Speaker 2: what you'll learn when you crack open the book. It
• 2:54
  Speaker 2: builds unshakable confidence that shifts how others respond to you instantly.
• 2:59
  Speaker 2: It establishes status and authority without arrogance or insecurity. It
• 3:03
  Speaker 2: reframes power dynamics so you lead conversations, negotiations and the
• 3:08
  Speaker 2: room naturally. It helps spot hidden status games and win
• 3:13
  Speaker 2: them without ever playing, and create magnetic influence that attracts clients, allies,
• 3:19
  Speaker 2: and opportunities. And our guest is Justin Michael. And here's
• 3:26
  Speaker 2: some of the books that he's written in addition to
• 3:29
  Speaker 2: the frame. If you're just listening and you can't see
• 3:32
  Speaker 2: the video, his books include Tech Powered Sales, Cold Call Algo.
• 3:36
  Speaker 2: We did a podcast about that one seven figure formula
• 3:40
  Speaker 2: and Sales, Superpowers, and just a little bit about Justin.
• 3:45
  Speaker 2: You know, his focus is on helping people that no
• 3:50
  Speaker 2: longer need to prove anything. They built the numbers, the reputation,
• 3:54
  Speaker 2: the life. What's missing, it's not skill, it's alignment, identity,
• 3:59
  Speaker 2: catching up to the level they already operate on. Their
• 4:03
  Speaker 2: presence shifts a room before they speak, And let's shift
• 4:08
  Speaker 2: this room with Justin Michael and welcome him to the stage. Justin,
• 4:13
  Speaker 2: welcome back to the show.
• 4:15
  Speaker 4: Well, it's great to be here. What an auspicious introduction.
• 4:19
  Speaker 4: Glad to spend some time.
• 4:21
  Speaker 2: Well, I hope it lives up to everybody's expectations and
• 4:24
  Speaker 2: the quality of your book, because, like I said, I
• 4:28
  Speaker 2: enjoy all of your books, and this one tops the
• 4:31
  Speaker 2: charts for me. So let's just jump into justin You've
• 4:36
  Speaker 2: written a number of books. This one's a little bit
• 4:39
  Speaker 2: different than what you've written the bat in the past.
• 4:43
  Speaker 2: I mean you've written this is written in the same style,
• 4:45
  Speaker 2: the very exciting style that just grabs you. Every page
• 4:49
  Speaker 2: I have practically highlighted in my book, and I just
• 4:53
  Speaker 2: love the way you just you tell a story and
• 4:56
  Speaker 2: it's captivating. But this topic is a little bit different.
• 5:00
  Speaker 2: Can you talk about why you wrote this book?
• 5:02
  Speaker 4: Yeah, the first thing I'll mention you know I've done
• 5:05
  Speaker 4: I think now eleven or twelve books and ten years
• 5:08
  Speaker 4: and six or seven in the past three years. I've
• 5:10
  Speaker 4: been on a tear just doing this. Blair Ends, who
• 5:13
  Speaker 4: wrote the Win Without Pitching Manifesto, got a copy of
• 5:16
  Speaker 4: this early and he really gave the most glowing review.
• 5:21
  Speaker 4: He couldn't put it down even in the shared Google
• 5:23
  Speaker 4: doc and that was really interesting. I'm a huge fan
• 5:27
  Speaker 4: of things like forty eight Laws of Power in the
• 5:29
  Speaker 4: Art of Seduction and thirty three Strategies of War.
• 5:31
  Speaker 3: So there's a.
• 5:32
  Speaker 4: Huge homage to Robert Green here. But I also like
• 5:35
  Speaker 4: things like The Game by Neil Strauss, and I like
• 5:37
  Speaker 4: Pitch Anything by Orang Claff. The first idea was, is
• 5:42
  Speaker 4: there a book that fuses dating in sales? But that's
• 5:46
  Speaker 4: way too pedestrian, because what that is is a high
• 5:50
  Speaker 4: intense situation.
• 5:51
  Speaker 3: How do you carry yourself?
• 5:53
  Speaker 4: So then you kind of go out and look for
• 5:54
  Speaker 4: material on Okay, how do I compose myself before a
• 5:58
  Speaker 4: pitch before it to show up? You can go get
• 6:01
  Speaker 4: pitch anything. You can kind of learn about frame and
• 6:04
  Speaker 4: you can come in boldly, But how do you change
• 6:06
  Speaker 4: who you are, who you're being on a subconscious level,
• 6:09
  Speaker 4: on an identity level, to up level. How you show
• 6:12
  Speaker 4: up for the pitch, for the fundraising, for that tough
• 6:16
  Speaker 4: conversation to hire someone, to let them go to negotiate.
• 6:19
  Speaker 4: And there's so many high stress, intense situations where it
• 6:23
  Speaker 4: is a crossroads where you know, microseconds, nanoseconds can change
• 6:28
  Speaker 4: the course of a deal or the rest of your life.
• 6:31
  Speaker 4: So those were some of the components as I coached
• 6:34
  Speaker 4: about one thousand people one to one over the last
• 6:36
  Speaker 4: six years in my own consultancy and built it up
• 6:39
  Speaker 4: to one of the top solo consultancies. And as I
• 6:42
  Speaker 4: worked with two hundred and fifty startups, I found that
• 6:45
  Speaker 4: it was being at a base level, not necessarily thinking
• 6:49
  Speaker 4: or doing that was holding people back. Like I always see,
• 6:53
  Speaker 4: you can put someone on a polygraph and like, Okay,
• 6:55
  Speaker 4: what kind of earner are you? Two hundred K, three
• 6:57
  Speaker 4: hundred K, four hundred k, and you start just getting
• 7:00
  Speaker 4: lie as you get higher into the incremental incomes. So
• 7:04
  Speaker 4: there's something more intense than just the tactics of sales
• 7:08
  Speaker 4: or just positive thinking.
• 7:10
  Speaker 3: What allows a person that has.
• 7:12
  Speaker 4: Gone from a junior role to earning seven figures a year?
• 7:16
  Speaker 4: And Jim Rohan always said becoming a millionaire is about
• 7:19
  Speaker 4: the person you become, your character along the way, because
• 7:23
  Speaker 4: we can't take it with us, right, And so this
• 7:25
  Speaker 4: book was almost like a preframe like how chield you
• 7:28
  Speaker 4: needed persuasion.
• 7:30
  Speaker 3: The book is a.
• 7:30
  Speaker 4: Lot about resetting yourself with silence, how you show up
• 7:35
  Speaker 4: in a call, what you do when you're in a
• 7:37
  Speaker 4: high pressure situation and it's starting to go south. Right,
• 7:41
  Speaker 4: The pitch is bombing, the date is bombing, the negotiation
• 7:45
  Speaker 4: is not going your way. You get an email, you
• 7:47
  Speaker 4: don't know how to respond right. And so there are
• 7:51
  Speaker 4: ten laws through this book, and we can go through some.
• 7:54
  Speaker 4: I'm sure you took notes, but they allow you to
• 7:57
  Speaker 4: have a prism or template or rubric, almost a lens
• 8:02
  Speaker 4: over everything else in your life.
• 8:03
  Speaker 3: So if you've loved my material.
• 8:05
  Speaker 4: And then a lot of my tactics and strategies, and
• 8:07
  Speaker 4: then you read the Frame, it's just going to change
• 8:09
  Speaker 4: everything you're doing.
• 8:11
  Speaker 3: Think of this, like, how would you.
• 8:13
  Speaker 4: Raise your frame? How would you hold the frame right?
• 8:16
  Speaker 4: How would you own the frame? Even if you don't
• 8:18
  Speaker 4: know what frame is right? Now, it's weird because it
• 8:21
  Speaker 4: kind of clicks. And there was this sociologist named Goffman
• 8:23
  Speaker 4: who came up with this, and actually, you know, Orn
• 8:26
  Speaker 4: really brought that to fundraising. But I thought, wait a second,
• 8:29
  Speaker 4: what about the rest of the high pressure situations in life?
• 8:32
  Speaker 4: So the book moved away from romance and dating that
• 8:35
  Speaker 4: is a subtext seduction, and it turned way more into power, status, influence,
• 8:40
  Speaker 4: and just shaping yourself into the highest version, your highest self.
• 8:45
  Speaker 4: It's a lot more than just be bold be confident.
• 8:47
  Speaker 3: It takes you on a journey on what that recipe is.
• 8:51
  Speaker 2: Yeah, and I like how you took you take the
• 8:53
  Speaker 2: reader on a journey as well your journey. There are
• 8:57
  Speaker 2: elements of vulnerability in this book where you talk about
• 9:00
  Speaker 2: how you and Johnny at points in your career felt
• 9:03
  Speaker 2: like you lost the frame, you know, and in specific
• 9:06
  Speaker 2: deals that you took that you enumerate in the store.
• 9:09
  Speaker 2: In the book, you talk about situations where you just
• 9:12
  Speaker 2: you blew it, you know, because you lost the frame
• 9:14
  Speaker 2: or you didn't have the frame going in. And I
• 9:17
  Speaker 2: really like that because so many books are just puffery
• 9:19
  Speaker 2: and people talking about all the great deals they did,
• 9:22
  Speaker 2: not talking about the failures or the inability to maintain
• 9:25
  Speaker 2: the frame. So let's talk about and give everybody kind
• 9:30
  Speaker 2: of a broad understanding of what is the frame.
• 9:34
  Speaker 4: Well, you know there's a frame because when you show
• 9:38
  Speaker 4: up in front of a person, there's an alpha and
• 9:40
  Speaker 4: a beta. Right, you're at a seven, but you feel
• 9:44
  Speaker 4: there at an eight. You're at an eight, There at
• 9:46
  Speaker 4: a nine, you're at a nine. You're in sales, there
• 9:47
  Speaker 4: at a ten or eleven. Right, they're really aggressive or
• 9:49
  Speaker 4: high dominance. You can feel that you can't really get
• 9:54
  Speaker 4: over the ten. If they're at a ten, this is
• 9:56
  Speaker 4: just an arbitrary number. But if you felt it, like
• 9:58
  Speaker 4: any kind of measurement, you feel this person as an
• 10:01
  Speaker 4: overwhelming force, Well, what do you do in that situation?
• 10:05
  Speaker 4: And I've talked about social ikto or social tai chi,
• 10:08
  Speaker 4: where you let them be powerful and that allow the
• 10:10
  Speaker 4: bigger they are, the harder they fall. But there is
• 10:13
  Speaker 4: an unspoken resonance or tonality or feeling to when two
• 10:18
  Speaker 4: people collide. And like Orrin claff says, there's always a collision,
• 10:23
  Speaker 4: and there's always two frames. But what happens is if
• 10:26
  Speaker 4: you're in a situation where you have to present and
• 10:29
  Speaker 4: you have to persuade, or you have to show up
• 10:31
  Speaker 4: and speak in public, you're colliding now with all the
• 10:34
  Speaker 4: frames in the room, and you're in a moment where
• 10:37
  Speaker 4: you're feeling I could take a couple of mine. I
• 10:39
  Speaker 4: mean when I started Salesforce back when I was thirty two,
• 10:42
  Speaker 4: I'm maybe forty six January twod I U should just pace.
• 10:46
  Speaker 4: I was not comfortable talking to chief marketing officers. I
• 10:49
  Speaker 4: didn't really know the technology.
• 10:51
  Speaker 3: I would heavy breathe. I have no idea what I
• 10:53
  Speaker 3: was doing.
• 10:55
  Speaker 4: And I remember I go to the meetings and I
• 10:57
  Speaker 4: would sit there with a notepad and just be real
• 10:58
  Speaker 4: diligent and quiet. By the end of that training and
• 11:02
  Speaker 4: thanks to tag of money, the frame for me was
• 11:04
  Speaker 4: I'd stand up in front of the boardroom. You know,
• 11:07
  Speaker 4: I wouldn't even need a projector of slides and I
• 11:09
  Speaker 4: would walk around and I would be, you know, upright
• 11:12
  Speaker 4: and confident and powerful in the frame. And it was
• 11:15
  Speaker 4: more of an entertainment thing. But how did I build that?
• 11:18
  Speaker 3: And that's that's why I wanted to do this book.
• 11:20
  Speaker 4: I mean, people have told me they read it one
• 11:22
  Speaker 4: time and they're permanently changed. Which is that even possible?
• 11:26
  Speaker 4: Like double underscore, get psychotherapy, like consult your medical professional.
• 11:30
  Speaker 4: But I mean, we're all in the realm of personal
• 11:32
  Speaker 4: development here, because I think it makes you look at
• 11:34
  Speaker 4: yourself and be like, wow, that was a cheap approach
• 11:37
  Speaker 4: or I really could have come at that from such
• 11:39
  Speaker 4: an elevation. And if you're able to critique yourself in
• 11:44
  Speaker 4: a loving way, you will change your brand and your
• 11:47
  Speaker 4: approach and you'll just discover things about your whole life.
• 11:51
  Speaker 4: Reading this psycho Cybernetics was like that for me. Maxwell
• 11:55
  Speaker 4: Maltz and a lot of books have been like for me,
• 11:57
  Speaker 4: but I've never had a sense where the realizations came
• 12:00
  Speaker 4: so fast.
• 12:01
  Speaker 3: It's also weird.
• 12:02
  Speaker 4: I've done so many books, but I ordered this book
• 12:04
  Speaker 4: myself and I read it myself.
• 12:06
  Speaker 3: So I don't know what that says. You know, Yeah,
• 12:09
  Speaker 3: I hope that's helpful.
• 12:11
  Speaker 2: Well, it speaks volumes to say that you read your
• 12:13
  Speaker 2: own book, and I do the same with mine. I
• 12:16
  Speaker 2: only write books that I think I'll get benefit out of,
• 12:20
  Speaker 2: and I routinely go back to them to go, oh, wow, Okay,
• 12:22
  Speaker 2: yeah I forgot I guess I forgot that part. But
• 12:25
  Speaker 2: and you're right. It is one of these books that
• 12:27
  Speaker 2: you can keep with you because it provides an overarching essence,
• 12:32
  Speaker 2: if you will, to how to engage as a business
• 12:36
  Speaker 2: developer with value and present yourself with value. And you know,
• 12:40
  Speaker 2: you talk about walking into a room and somebody's at
• 12:43
  Speaker 2: an eight and you feel like you're at six, and
• 12:45
  Speaker 2: you know you kind of you kind of have the
• 12:47
  Speaker 2: seismic scale of power in the room. And I think
• 12:51
  Speaker 2: it's easy for people to think, Okay, go in with
• 12:54
  Speaker 2: overbearing confidence, be cocky, try to overpower your way above
• 12:58
  Speaker 2: that eight, in which you say in your book page
• 13:01
  Speaker 2: eleven here, I really like this says power does not
• 13:04
  Speaker 2: seduce through persuasion. Power does not seduce through persuasion. It
• 13:09
  Speaker 2: seduces through stillness. It does not seek to convince, It
• 13:13
  Speaker 2: does not bend, It holds quietly unshaken. I love that.
• 13:19
  Speaker 4: Yeah, I'll run through the laws because it's really powerful.
• 13:24
  Speaker 3: So law one is the law of non neediness.
• 13:27
  Speaker 4: That's kind of obvious. I've called it hunger theory. I've
• 13:29
  Speaker 4: called it principal disinterest in my work. To the law
• 13:32
  Speaker 4: of signal, meaning that right when I show up, I've
• 13:35
  Speaker 4: already signaled whether I'm needy, whether.
• 13:39
  Speaker 3: I'm powerful, whether I'm calm, confident.
• 13:41
  Speaker 4: Three the law of cold command, meaning the true test
• 13:46
  Speaker 4: of your frame is when you go in cold where
• 13:48
  Speaker 4: there's no context, in a deal, where you meet a
• 13:50
  Speaker 4: new person first impression. The law of subtext pretty much
• 13:54
  Speaker 4: everything like ninety percent of communication is nonverbal, and we're
• 13:58
  Speaker 4: doing all these zoom calls and there's tonality. The law
• 14:01
  Speaker 4: of frame collision number five, right frames are colliding. We
• 14:05
  Speaker 4: talked about that. What about law number six, the law
• 14:09
  Speaker 4: of qualification, right turning your life into filtration where you're filtering.
• 14:14
  Speaker 4: The pipeline cures all ills. You have more than enough prospects,
• 14:16
  Speaker 4: and you're just filtering through the ones that are gonna
• 14:20
  Speaker 4: be a good fit versus desperation. The law of scarcity.
• 14:23
  Speaker 4: Scarcity creates value, right exclusivity creates a premium. Eight the
• 14:28
  Speaker 4: law of psychological sequence. People move through sequences. There's system one,
• 14:32
  Speaker 4: system two from the Daniel Condon book Thinking Fast and Slow.
• 14:36
  Speaker 4: We've called it crop brain like Warren Clap. Basically you
• 14:39
  Speaker 4: have two brains old brain, new brain. And how you
• 14:41
  Speaker 4: move people through that is really powerful through storytelling, through
• 14:45
  Speaker 4: understanding their emotions and rationalization. Number nine the law of
• 14:51
  Speaker 4: frame recovery. How do you catch yourself when you're failing?
• 14:54
  Speaker 4: And then number ten the law of and body frame
• 14:56
  Speaker 4: when you become the frame, meaning you read this enough times,
• 14:59
  Speaker 4: you practice the twelve exercises enough times. I have a
• 15:03
  Speaker 4: ton of historical context here. I wanted to share one story.
• 15:05
  Speaker 4: I actually had the chance to go on stage with
• 15:07
  Speaker 4: Kenny Loggins. So most of you won't know who that is,
• 15:10
  Speaker 4: but Footloose top Gun. I knew his son. We had
• 15:12
  Speaker 4: a band, and so he told me this thing. He said,
• 15:15
  Speaker 4: you know, if you hit a wrong note or player
• 15:16
  Speaker 4: on the wrong note behind me, just hit it confidently
• 15:19
  Speaker 4: and move on.
• 15:21
  Speaker 3: They didn't want to draw the audience.
• 15:22
  Speaker 4: To it, but I thought that that's such like catching
• 15:26
  Speaker 4: your own frame. Okay, I hit that note right, and
• 15:28
  Speaker 4: I'm not going to sit there and get bombed out
• 15:30
  Speaker 4: like I bombed the performance. I'm just going to move
• 15:31
  Speaker 4: to the next note, move to the next right, being
• 15:34
  Speaker 4: in and out. I gave my best I missed it,
• 15:35
  Speaker 4: and I'm going to hit the next So it's that
• 15:37
  Speaker 4: kind of philosophy that really, that philosophy gives you power
• 15:42
  Speaker 4: because now you're not so worried about walking on eggshells
• 15:45
  Speaker 4: or the perfection. I talk to sales professionals, who do
• 15:48
  Speaker 4: you know, six dry runs and constant, and you know,
• 15:51
  Speaker 4: you watch the greats make gaffs and mess up. You know,
• 15:54
  Speaker 4: you watch Larry Ellison speak, or even some of the
• 15:57
  Speaker 4: great speakers, and it's that they're so confident and don't
• 16:00
  Speaker 4: care if they make a mistake. It sets the whole
• 16:03
  Speaker 4: audience at ease because they have such a powerful frame.
• 16:08
  Speaker 4: So those are kind of some of the laws that
• 16:10
  Speaker 4: we dive into. And then we give these vignettes and
• 16:13
  Speaker 4: these interesting stories all over the world which have like
• 16:16
  Speaker 4: a James Bond John Lacar's by novel element and then
• 16:19
  Speaker 4: we get into these owning the frame or holding the
• 16:22
  Speaker 4: frame sections every chapter where we give historical context, So
• 16:26
  Speaker 4: what was Napoleon's frame or Cleopatras frame, or we just
• 16:30
  Speaker 4: take all these characters and think about what was it
• 16:32
  Speaker 4: like before going into this massive battle or being a samurai?
• 16:36
  Speaker 4: You know, like there's some crazy global situations that single
• 16:40
  Speaker 4: humans like Winston Church all the kind of decisions they've
• 16:42
  Speaker 4: had to make, and what's their psychology and their bearing
• 16:45
  Speaker 4: and their presence and their posture when they're doing that.
• 16:48
  Speaker 4: So I just wanted to give some some depth and
• 16:50
  Speaker 4: flavor to this.
• 16:52
  Speaker 2: Yeah, that's great, justin thank you. And what I really
• 16:54
  Speaker 2: like is it's grounded in science. You reference doctor Conneman.
• 16:59
  Speaker 2: We talk quite a bit about condoment in the business development,
• 17:02
  Speaker 2: body of knowledge, and fundamentally the neuroscience of engagement with humans,
• 17:06
  Speaker 2: particularly the subconscious brain. You know, we focus so much
• 17:09
  Speaker 2: on the cognitive brain, and you know that that again
• 17:13
  Speaker 2: that's thinking fast and slow. The cognitive brain is slow,
• 17:17
  Speaker 2: and we come up with all these logical analytical reasons
• 17:19
  Speaker 2: as to why somebody should buy. But as we always
• 17:22
  Speaker 2: like to say, people buy based on emotion. But what
• 17:25
  Speaker 2: does that fundamentally mean? And I like one of your
• 17:29
  Speaker 2: chapters here, chapter six, it's called frame the first five seconds,
• 17:33
  Speaker 2: And I loved how you said the first five seconds
• 17:36
  Speaker 2: because I always talk about how if you're doing a
• 17:39
  Speaker 2: cold call, if you're if you're engaging with anybody, in
• 17:42
  Speaker 2: that first five seconds, your tone, that your presence is
• 17:47
  Speaker 2: triggering their subconscious brains fight or flight response. And every
• 17:53
  Speaker 2: living organism on the planet has a biological imperative to
• 17:56
  Speaker 2: survive and thrive, and in so doing, there's four fundamental
• 18:01
  Speaker 2: response fight, flight, freeze, and fuse. Of course, we want
• 18:05
  Speaker 2: the prospect to fuse with us, but you have to
• 18:09
  Speaker 2: imbue that first five seconds with the subconscious in mind
• 18:13
  Speaker 2: and set the tone. Put them at ease, don't trigger
• 18:17
  Speaker 2: their autonomic nervous system, their sympathetic nervous system that's gonna
• 18:20
  Speaker 2: make them fight or flight.
• 18:22
  Speaker 3: Put them at ease.
• 18:23
  Speaker 2: The tone, the presence. And this is what we talk
• 18:26
  Speaker 2: about with the frame that I really love so much,
• 18:29
  Speaker 2: how it's just really grounded in neuroscience. I loved too,
• 18:32
  Speaker 2: the vignettes that you talk about. Yeah, they are kind
• 18:36
  Speaker 2: of a mix between a kind of a romance level
• 18:40
  Speaker 2: and a spy novel, and you just kind of talk
• 18:43
  Speaker 2: about each situation, how you walked into the room and
• 18:45
  Speaker 2: how you engaged with somebody.
• 18:48
  Speaker 4: And I'll add another wrinkle there because we're big fans
• 18:52
  Speaker 4: of like Billions. I've watched the whole show a couple
• 18:54
  Speaker 4: of times, which also is full of musical references, which
• 18:57
  Speaker 4: is interestings. That's my background, not Johnny Steaker. Mike author
• 19:00
  Speaker 4: came from m and a background, and he thirty five
• 19:07
  Speaker 4: when he was young, and so there's scenes in there
• 19:10
  Speaker 4: that are very much like, you know, acts from Billions,
• 19:15
  Speaker 4: you know, or in succession Logan Roy Right. So there's
• 19:18
  Speaker 4: a scene in chapter ten where the guy literally comes
• 19:21
  Speaker 4: in in a helicopter, lands the helicopter, walks into Johnny's office,
• 19:25
  Speaker 4: sits in his chair and puts his feet on the desk,
• 19:28
  Speaker 4: and tells him he's gonna invest less, you know, and
• 19:31
  Speaker 4: then and Johnny basically says, hey, no deal. But he's
• 19:34
  Speaker 4: young at this point and he's just trusting his gut
• 19:36
  Speaker 4: and holding the frame against this very high frame individual.
• 19:39
  Speaker 4: So we've touched here on politics, love, war history, neuroscience,
• 19:48
  Speaker 4: it's really crazy bland, and that's what does sort of
• 19:50
  Speaker 4: telegraph a little bit.
• 19:51
  Speaker 3: Of Robert Green.
• 19:52
  Speaker 4: But we didn't want to do like Law one, Law two,
• 19:54
  Speaker 4: Law three. But we wanted to do something that was
• 19:58
  Speaker 4: really original, really original in its tonality, because that's the thing.
• 20:02
  Speaker 4: I find business books very dry. My mentor, Tony Hughes
• 20:04
  Speaker 4: wrote the Joshua Principle, which was this great parable and allegory,
• 20:08
  Speaker 4: and the go Giver is really an allegory. So there's
• 20:10
  Speaker 4: all this lush storytelling and cinematicness to it, and then
• 20:14
  Speaker 4: you get grounded.
• 20:15
  Speaker 3: In these laws, and then you go into these.
• 20:18
  Speaker 4: Other cinematic flows and it just it relaxes your brain.
• 20:21
  Speaker 4: Is a really fast read. People say it's very digestible,
• 20:24
  Speaker 4: and there's a crazy synthesis to it.
• 20:27
  Speaker 3: So I'm really proud of it.
• 20:29
  Speaker 4: You know, like if my father had lived, it would
• 20:31
  Speaker 4: be the one I would share with him. I always
• 20:33
  Speaker 4: wanted to make a book as good as something maybe.
• 20:35
  Speaker 3: By Teleb or Gladwell.
• 20:36
  Speaker 4: And I don't know if I've touched the veil or
• 20:38
  Speaker 4: could say it's that good, because obviously I wrote it.
• 20:40
  Speaker 4: But I'm really proud of the delivery and people who
• 20:43
  Speaker 4: read it are like, Wow, very few people are going
• 20:45
  Speaker 4: to understand it or be able to accept that this
• 20:48
  Speaker 4: is the reality. I think it's my most commercially viable book.
• 20:51
  Speaker 4: But we're really talking about getting to the one percent
• 20:54
  Speaker 4: and how to get there. And it's not elitist in
• 20:56
  Speaker 4: that it's meaning excellence, right, So you could be ex
• 21:00
  Speaker 4: lens and nonprofits, you could be excellence. It's not monetarily tied.
• 21:03
  Speaker 4: It's just that you're performing at the highest possible level
• 21:07
  Speaker 4: of your dharma and your essence and who you are
• 21:09
  Speaker 4: in this lifetime. It's an exploration of what's happening to
• 21:13
  Speaker 4: you psychologically and subconsciously when that's happening, and gives you
• 21:17
  Speaker 4: a template of how to go there and how to
• 21:19
  Speaker 4: recalibrate toward it.
• 21:21
  Speaker 2: So yeah, I loved I love it. I love the stories.
• 21:26
  Speaker 2: My favorite stories where you walked up to the bar
• 21:28
  Speaker 2: where a CEO has been sitting in your meeting. You
• 21:30
  Speaker 2: have a meeting planned and you're at the top of
• 21:33
  Speaker 2: a building with a beautiful view, and you walk up
• 21:36
  Speaker 2: to the bar and you grab his drink and you
• 21:39
  Speaker 2: drink from his glass of whiskey and say, it's pretty good.
• 21:43
  Speaker 2: It needs a little more smoke and you put the
• 21:45
  Speaker 2: glass back down and the guy doesn't know whether to
• 21:47
  Speaker 2: get upset, but ends up busting out in laughter. And
• 21:50
  Speaker 2: then that just kind of you know, you've established the
• 21:53
  Speaker 2: frame early on with a little bit of pattern interrupt
• 21:55
  Speaker 2: from your previous books too.
• 21:57
  Speaker 4: So yeah, there's just like so much that I could
• 22:02
  Speaker 4: write and explore at this point, but I feel like
• 22:05
  Speaker 4: this one is the crown rule of.
• 22:07
  Speaker 3: The capstone in my work.
• 22:09
  Speaker 4: And bringing Johnny into the folds great because there's sort
• 22:12
  Speaker 4: of any and yang element to that, him coming from
• 22:15
  Speaker 4: startups and fundraising and me coming from twenty years in
• 22:18
  Speaker 4: sales and sort of just slowly grinding my way from
• 22:22
  Speaker 4: the gutter to the stars, you know. So I think
• 22:25
  Speaker 4: you'll find it really captivating book. I've had people tell
• 22:28
  Speaker 4: me they apply this to parenting even you know, their kids,
• 22:32
  Speaker 4: their dog.
• 22:33
  Speaker 3: They're branding every element.
• 22:36
  Speaker 4: Read it and then apply it everywhere else, and I
• 22:39
  Speaker 4: think that'll be fantastic. I mean, something like cold Call
• 22:42
  Speaker 4: Algo or seven Figure Formula is really this strategy and
• 22:45
  Speaker 4: tactics layer.
• 22:46
  Speaker 3: But then if you read.
• 22:46
  Speaker 4: The frame, that's who you're being, and if you adjust
• 22:50
  Speaker 4: your identity, that infinitely changes mindset tactics, the doing execute
• 22:56
  Speaker 4: the things you execute. We have a big bibliography in
• 22:58
  Speaker 4: the back of cool other books. It's all referenced out.
• 23:02
  Speaker 4: It's a pretty short book, man, and this one is
• 23:04
  Speaker 4: like thirty two thousand words. It's the third the length
• 23:06
  Speaker 4: of Tech Powered Sales. You can read it in two sittings.
• 23:09
  Speaker 4: But I wanted to be like that. I wanted to
• 23:11
  Speaker 4: be like something.
• 23:11
  Speaker 3: You can really digest. The beauty is too.
• 23:13
  Speaker 4: You can just skip around, you can just read any
• 23:15
  Speaker 4: chapter alone and you'll get a ton out of it.
• 23:17
  Speaker 3: You don't have to go sequential at all.
• 23:19
  Speaker 2: Yeah, it is.
• 23:21
  Speaker 3: You're right.
• 23:21
  Speaker 2: It is digestible. It is repeatable. I love going back
• 23:27
  Speaker 2: to it and reading it, and most of all, it's memorable.
• 23:30
  Speaker 2: And I think that's the ultimate hallmark of books that
• 23:35
  Speaker 2: will last for generations and influence people for years to come.
• 23:41
  Speaker 2: And yeah, I'm a big fan of it. And I
• 23:44
  Speaker 2: if I can real quickly justin before we end the show,
• 23:48
  Speaker 2: I do want to read one last section here, and
• 23:51
  Speaker 2: it's the final section. It's called coda, and the coda,
• 23:56
  Speaker 2: as you describe it, is the frame that outlives you
• 24:00
  Speaker 2: and everything's ends, yet some presences never leave. You. Felt
• 24:05
  Speaker 2: this before right, its thoughts. It's a mentor buried years
• 24:08
  Speaker 2: ago whose glance still governs your decisions. A single moment
• 24:11
  Speaker 2: when someone still just told you more than your lifetime
• 24:15
  Speaker 2: of words. That is frame at the highest octave. It
• 24:19
  Speaker 2: is not persuasion, it is not sales, it's not even seduction.
• 24:23
  Speaker 2: It's the quiet fact of life lived. And you know,
• 24:27
  Speaker 2: at the end of the day, this is ultimately what
• 24:29
  Speaker 2: we're here for as business developers. We're here to save people.
• 24:33
  Speaker 2: We're not here to sell people. And when you establish
• 24:36
  Speaker 2: a frame with the perspective that I am here to
• 24:39
  Speaker 2: help you know, as they say, a genius only lives once,
• 24:44
  Speaker 2: a teacher lives forever.
• 24:46
  Speaker 4: And yeah, that last part was really influenced by Marcus Aurelius.
• 24:52
  Speaker 4: And like a letter to yourself after death, this was
• 24:55
  Speaker 4: sort of a legacy. I could have gone to the
• 24:57
  Speaker 4: spiritual realm, but this book is sort of a bridge
• 24:59
  Speaker 4: to that. What's your legacy going to be with your family,
• 25:02
  Speaker 4: your children when you're gone? And you know, people always
• 25:06
  Speaker 4: ask me, they're like, man, are you like given six
• 25:08
  Speaker 4: months to live? Because you're writing books at a speed.
• 25:10
  Speaker 4: They're like, what's wrong here? You know?
• 25:13
  Speaker 3: But what it was is.
• 25:14
  Speaker 4: I just felt like this was the real transmission. Is
• 25:18
  Speaker 4: this book's a time capsule. It's completely valid in the
• 25:21
  Speaker 4: year three thousand. It's timeless. You don't know what era
• 25:25
  Speaker 4: this is set in. Most of the references are anywhere
• 25:28
  Speaker 4: from fifty to one thousand years old or five hundred
• 25:31
  Speaker 4: years old, so you know, Alexander the Great like it
• 25:33
  Speaker 4: really goes deep. Yeah, and this will give you a chance.
• 25:37
  Speaker 4: At the end, I mean the end, there's a couple
• 25:39
  Speaker 4: of billionaires talking about their frames and this really funny
• 25:42
  Speaker 4: little sub section and the final chapter is just shaping
• 25:48
  Speaker 4: this into your DNA, you know. And that's kind of
• 25:50
  Speaker 4: where I got I looked over my life at where
• 25:52
  Speaker 4: I'd won and I analyze that and that's kind of
• 25:55
  Speaker 4: how I built up the frame. But yeah, check out
• 25:59
  Speaker 4: the book. Can get it on Amazon. The Frame you
• 26:02
  Speaker 4: find me justin Michael Johnny stake here yet on and
• 26:05
  Speaker 4: reach out to us. Let us know how it impacted you.
• 26:09
  Speaker 4: It would be really interesting. I don't think you've ever
• 26:11
  Speaker 4: read a book like this. I haven't seen one.
• 26:14
  Speaker 2: Well, it impacted me. I'm sure it will impact many
• 26:18
  Speaker 2: for years to come. Your force is felt by so
• 26:22
  Speaker 2: many and it's a force of good for the world,
• 26:27
  Speaker 2: and folks, I highly recommend get a copy of the book.
• 26:31
  Speaker 2: It's available on Amazon, very accessible there. If you get
• 26:35
  Speaker 2: it on Kindle, it's only four ninety nine right now.
• 26:36
  Speaker 2: You can get in a hard cop paperback. And then
• 26:39
  Speaker 2: while you're at it, check out the other books that
• 26:42
  Speaker 2: Justin has on Amazon. They all kind of build up
• 26:44
  Speaker 2: to this, their tactical, strategic in nature. But this one
• 26:48
  Speaker 2: book I think will fundamentally change your life, and it
• 26:52
  Speaker 2: will also change the life of your prospects and your customers.
• 26:56
  Speaker 2: And at the end of the day, this is what
• 26:58
  Speaker 2: we're here for. We're not here to sell, We're here
• 27:00
  Speaker 2: to save. Justin Michael, thank you so much for joining
• 27:04
  Speaker 2: us again at the podcast, and we'd love to have
• 27:09
  Speaker 2: you back when you write your next book.
• 27:12
  Speaker 3: Thanks Tony, good to see you, Happy holidays, have you.
• 27:14
  Speaker 2: Here, Happy holidays, Happy New Years, and happy birthday.
• 27:19
  Speaker 3: Thank you.
• 27:23
  Speaker 5: Thank you for listening to the Business Development Podcast. Join
• 27:27
  Speaker 5: our free community of corporate partners and business development professionals
• 27:31
  Speaker 5: advancing the art, science, and ethics of the business development
• 27:36
  Speaker 1: Profession at GBD Association dot org.