Latest / What is Business Development? / Episode 155: “The Genius Code” with Justin Michael

Transcript

Episode 155: “The Genius Code” with Justin Michael · 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 BD Podcast, the
• 0:25
  Speaker 2: official podcast of the Global Business Development Association. And today
• 0:30
  Speaker 2: we're here with our repeat guest, Justin Michael. It's so
• 0:33
  Speaker 2: great to have him back. Now, let me ask you
• 0:36
  Speaker 2: this question, folks. What if the most valuable asset you
• 0:41
  Speaker 2: own isn't your business, your network, but it's the knowledge, experience,
• 0:47
  Speaker 2: and perspective you spent a lifetime building? Now, most people
• 0:52
  Speaker 2: have far more value inside of them than they realize.
• 0:56
  Speaker 2: But you know what also has some great value inside
• 0:58
  Speaker 2: of it? It's the Business Development Body of Knowledge. It's
• 1:02
  Speaker 2: available on Amazon. This is the official guide to our
• 1:06
  Speaker 2: business development profession from the Global Business Development Association. When
• 1:11
  Speaker 2: you read the book, you can then take the online
• 1:14
  Speaker 2: exam for your business development professional certification from GBDA. Just
• 1:19
  Speaker 2: go to gbdassociation.org. And while you're on Amazon, why don't
• 1:25
  Speaker 2: you roll over and see This great new book, hot
• 1:28
  Speaker 2: off the press, published in August. And it's Justin Michael's
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  Speaker 2: newest book. It's The New Genius Code. And let me
• 1:38
  Speaker 2: tell you a little bit about Justin. He has 20
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  Speaker 2: plus years in enterprise tech sales, including Salesforce and LinkedIn,
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  Speaker 2: a thousand plus professionals coached, 250 plus organizations trained, and
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  Speaker 2: 10 plus bestselling books that all help generate a billion
• 1:56
  Speaker 2: dollars in pipeline. And his co-author is another powerhouse publisher,
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  Speaker 2: Jeremy C. Jones. He's a five-time number one Amazon bestselling author,
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  Speaker 2: a military veteran, entrepreneur, and authority-building strategist. Now, the book,
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  Speaker 2: The New Genius Code, discover your unique advantage, package your knowledge,
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  Speaker 2: and monetize your unique genius. Justin and Jeremy, they reveal
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  Speaker 2: the practical framework for identifying your unique genius, turning what
• 2:29
  Speaker 2: you know into intellectual property and building an intellectual enterprise
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  Speaker 2: around the ideas only you can bring to the world.
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  Speaker 2: Because in a world overflowing with information and increasingly shaped
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  Speaker 2: by AI, knowing more is no longer enough. It's about
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  Speaker 2: recognizing what your life has been already prepared you to know,
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  Speaker 2: and finally doing something meaningful with it. So with no
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  Speaker 2: further ado, let's welcome back to the show, Justin Michael. Justin,
• 3:00
  Speaker 2: welcome back.
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  Speaker 3: So great to be here. Thanks for supporting all the
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  Speaker 3: books and your book's incredible too. So comprehensive, really. Yeah.
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  Speaker 2: Yeah. Well, thank you, Justin. I think the last time
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  Speaker 2: we exchanged messages about my book, I said, Justin, I'd
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  Speaker 2: love to get your feedback on it. I sent it
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  Speaker 2: over to you and you sent an email back saying,
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  Speaker 2: this is like an encyclopedia. So I don't think there was,
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  Speaker 2: I wasn't completely revealing in the size and scope of
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  Speaker 2: the book. But still, I appreciate your feedback. I appreciate
• 3:34
  Speaker 2: your glowing remarks about the book. And it's always fantastic
• 3:38
  Speaker 2: to have you back on the show. I know the
• 3:40
  Speaker 2: audience loves always hearing about the innovative sites. I mean,
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  Speaker 2: you're always at the tip of the spear, as we say,
• 3:46
  Speaker 2: really looking at what is coming down the road and
• 3:49
  Speaker 2: you're always about five clicks ahead of everybody. So I
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  Speaker 2: can't wait to really jump into your book. And again, folks,
• 3:55
  Speaker 2: we're talking about the new Genius Code. It's available on Amazon.
• 4:00
  Speaker 2: So Justin, tell us a little bit about, just refresh
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  Speaker 2: everybody's memory, how you got into the BD game and
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  Speaker 2: why did you write the book? Yeah.
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  Speaker 3: So I've been doing sales since 2001 and I started
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  Speaker 3: in telemarketing when I was 21. So that Makes me
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  Speaker 3: 46 going on 47 now and 14 books and 13
• 4:21
  Speaker 3: in my name. I have another coming sequel to tech-powered
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  Speaker 3: sales called AI-powered sales. But genius code was critical because
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  Speaker 3: as I transitioned into consulting or doing side hustles and
• 4:32
  Speaker 3: going and doing advisory, consulting, fractionality, the side hustle, if
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  Speaker 3: you will, when I'm coaching other people to become coaches
• 4:40
  Speaker 3: and consultants, because remember you featured the seven-figure formula all
• 4:43
  Speaker 3: about client acquisitions. solopreneurs really struggle with what am I
• 4:48
  Speaker 3: an expert at? And it's a great paradox and irony
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  Speaker 3: because they typically have 10, 15, 20, even 25 plus
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  Speaker 3: years of experience and they face imposter syndrome or just confusion.
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  Speaker 3: People don't realize that 40% of Americans side hustle. So
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  Speaker 3: even if you have a non-compete or anti-moonlighting clause, most
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  Speaker 3: people I talk to have an LLC, they're on a
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  Speaker 3: board of a startup, they're doing some GTM advisory. People ask, well,
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  Speaker 3: what will I go do and monetize? And I say, well,
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  Speaker 3: take the last five jobs that you had and imagine
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  Speaker 3: that you were devising them all strategically right now at
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  Speaker 3: the same time. That's the reveal. I've also called that
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  Speaker 3: the Matryoshka dolls metaphor, you know, the Russian nesting dolls,
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  Speaker 3: because the skills you have sort of like white belt,
• 5:36
  Speaker 3: yellow belt, green belt, purple belt, they build within, right?
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  Speaker 3: So within the account executive skill set is your SDR
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  Speaker 3: skill set. And you could even argue, at the very
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  Speaker 3: highest level of full cycle selling, is top of funnel, hunting,
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  Speaker 3: and outbound. So there is a uniquely genius skill everyone
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  Speaker 3: on this call has. I believe that's God-given. I had
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  Speaker 3: someone say, well, I don't believe in God. And I said, well,
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  Speaker 3: maybe it's DNA or the Akashic Record. If you have kids,
• 6:03
  Speaker 3: you see this. When I always say, like, you know,
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  Speaker 3: I learned the bridge of Fear Elise, you know, da-da-da-da-da-da-da-da.
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  Speaker 3: It's difficult to play the bridge, though. And I can
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  Speaker 3: sight-read it. But it took me like multiple Christmases to
• 6:15
  Speaker 3: do this, holidays. And then I go to YouTube and
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  Speaker 3: see this five-year-old Chinese kid and he's just like playing
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  Speaker 3: Rachmaninoff by ear and switching hands. And I'm like, I
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  Speaker 3: don't think my gift is music. I think I'm, you know,
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  Speaker 3: Chet Holmes, pig-headed discipline. And I learned it with iron will,
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  Speaker 3: but it wasn't coming to me like that kid.
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  Speaker 1: Yeah, yeah.
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  Speaker 2: We all have that natural genius inside of us. And
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  Speaker 2: I really like what you said about everybody has a
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  Speaker 2: unique history, a unique path. And you not only talk
• 6:51
  Speaker 2: the talk, you walk the walk. In every book I've
• 6:54
  Speaker 2: read of yours, you're very candid about your personal journey and,
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  Speaker 2: most importantly, your failures. And I think that makes us
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  Speaker 2: the most human. And there's no AI out there that had...
• 7:07
  Speaker 2: a life story of failures and trials and tribulations. And
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  Speaker 2: I think that is really such a compelling component to
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  Speaker 2: your book. So I can't wait to jump into your book.
• 7:21
  Speaker 2: Let's talk about the key takeaway number one from your book. Yeah.
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  Speaker 3: So I have this distinction. I just did a workshop
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  Speaker 3: as bonus content. So if you buy the book, I
• 7:32
  Speaker 3: think you'll have access to this. But There is a diagram,
• 7:35
  Speaker 3: and I actually put this in Seven Figure Formula, and
• 7:38
  Speaker 3: the distinction is around gifts and talents. Now, there was
• 7:42
  Speaker 3: a book by Carol Dweck called Mindset. Her argument is
• 7:45
  Speaker 3: you either have a growth or fixed mindset. But the
• 7:48
  Speaker 3: first thing you want to understand is that you are
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  Speaker 3: a razor with many blades. So you have something inside
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  Speaker 3: of you that you do naturally very easily, but you
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  Speaker 3: may not know how to monetize it. So the distinction
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  Speaker 3: between gifts and talents is the way I phrase it.
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  Speaker 3: For me, I played music. I was pretty good academically,
• 8:10
  Speaker 3: pretty good in sports. But when it came to writing books,
• 8:13
  Speaker 3: at 10 years old, I was told, hey, you're one
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  Speaker 3: of the best writers we've ever seen come through this school.
• 8:17
  Speaker 3: And I got that feedback over and over again, to
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  Speaker 3: the point where in my mid-20s, they were saying, well,
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  Speaker 3: your genius is communications. And I would joke and say, well,
• 8:25
  Speaker 3: am I going to be a bartender or a personal trainer?
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  Speaker 3: What am I going to do with this? That's funny.
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  Speaker 3: My grandma would say, well, If all else fails, you
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  Speaker 3: could always type. You type really fast. I'm like, well,
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  Speaker 3: it's the 90s. It's like 2000s. That's not going to
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  Speaker 3: make you a lot of money now. Like machines can
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  Speaker 3: just type, right? Robots. So distinguishing internally within yourself what
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  Speaker 3: you are most gifted at. And let me give you
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  Speaker 3: an example. Client comes to me. He wants to learn
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  Speaker 3: to do a consulting business. I said, well, what are
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  Speaker 3: you best at? Well, you know, I'm really good at
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  Speaker 3: closing deals, selling IT, doing cybersecurity.
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  Speaker 2: Cool.
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  Speaker 3: What else? It's like, well, oh yeah, I do public speaking.
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  Speaker 2: Oh, nice.
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  Speaker 3: Like, have you done that professionally? Made money?
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  Speaker 2: Oh no.
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  Speaker 3: But I mean, what do you mean you're good at it?
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  Speaker 3: They're like, yeah, well I can just, it's weird. Like
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  Speaker 3: I just get on stage in front of 5,000 people.
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  Speaker 3: Like at our last kickoff, I just got up. I
• 9:09
  Speaker 3: didn't prepare at all. And I brought down the house
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  Speaker 3: and everyone loved it and said it was genius. So
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  Speaker 3: some people would rather, you know, be in a firing
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  Speaker 3: squad than do public speaking. But this client, it's the
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  Speaker 3: easiest thing in the world. And he's never turned it
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  Speaker 3: up to 11. He's never, put friction against it because
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  Speaker 3: when it comes so easily to you, you don't really
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  Speaker 3: think to push. So we get weirdly attracted to our
• 9:31
  Speaker 3: talents and things that are hard and we try to
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  Speaker 3: like whittle away at them versus finding the thing that
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  Speaker 3: is innately God-given so easy and then taking that and mastering.
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  Speaker 3: And the last point I'll make is this. It's pretty
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  Speaker 3: easy to be good at things. A lot of people
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  Speaker 3: can sing. A lot of people dance. A lot of
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  Speaker 3: people can sell. But to become elite, top 1%, one
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  Speaker 3: of the best in the world, the best in the world,
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  Speaker 3: at writing, at selling, it's very difficult. It can take 10,
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  Speaker 3: 20 years, 10,000 hours. And so if you're going to
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  Speaker 3: pick something that you want to master effortlessly, it should
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  Speaker 3: fall within that band of your unconscious competence. And there's
• 10:06
  Speaker 3: like five or six levels of genius from kinesthetic and
• 10:09
  Speaker 3: sports too. I don't really get into that in the
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  Speaker 3: book because my book is really about helping people monetize
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  Speaker 3: a business skill. because I want to help people make
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  Speaker 3: money too. Like if you're amazing at claymation and you're
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  Speaker 3: going to sit there with clay, it's a long shot.
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  Speaker 3: Like you could get an Academy Award for making clay,
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  Speaker 3: but I don't know if you're going to make a
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  Speaker 3: half million a year doing that. Maybe a few people do. Claymation,
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  Speaker 3: top 1%.
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  Speaker 2: Yeah, yeah, yeah. That's the key point. I think so
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  Speaker 2: many people talk about, oh, follow your passion, follow your
• 10:42
  Speaker 2: natural genius, but there's no way to... survive off of it.
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  Speaker 2: My grandfather was a genius painter and actually painted in
• 10:52
  Speaker 2: Montmartre in Paris, you know, with some great artists. And
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  Speaker 2: I said, well, why didn't you follow that passion? He said,
• 11:00
  Speaker 2: I needed to eat. So, you know, you have to
• 11:04
  Speaker 2: do that. And I really like what you say. You
• 11:06
  Speaker 2: talk about these ways to kind of discover them, right?
• 11:09
  Speaker 2: Like the one gentleman you mentioned, you know, yeah, I'm
• 11:12
  Speaker 2: good at sales and that sort of thing. but oh yeah,
• 11:15
  Speaker 2: you know what? I got up on the stage and
• 11:17
  Speaker 2: everybody told me I was genius. And sometimes it's a
• 11:19
  Speaker 2: matter of asking others or maybe listening to what other
• 11:22
  Speaker 2: people say about you. Right, Justin?
• 11:25
  Speaker 3: Yeah. So that's a, that's a technique in the book
• 11:28
  Speaker 3: and an exercise in the workshop is, and I basically
• 11:31
  Speaker 3: loved this in the book business of expertise by David
• 11:34
  Speaker 3: C Baker. If you haven't interviewed him, it's a great book.
• 11:36
  Speaker 3: He advises a lot of agencies. He had an exercise there.
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  Speaker 3: It wasn't really formalized, which is to ask five, 10,
• 11:42
  Speaker 3: 15 people, what is my expertise? Well, I'm saying that
• 11:46
  Speaker 3: in this book, like ask people, what am I most
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  Speaker 3: gifted at? What do you think I'm a genius at?
• 11:49
  Speaker 3: And people would joke, you know, somebody like scotch, you know,
• 11:52
  Speaker 3: like someone would just mess with you. But, you know,
• 11:54
  Speaker 3: like actually in the early days of LinkedIn, you could
• 11:57
  Speaker 3: tag people's skills. We call it skill bombing. So you
• 11:59
  Speaker 3: could be, you know, cat wrangling or, you know, licking frogs.
• 12:02
  Speaker 3: You could, you could try for some people. I'm never serious.
• 12:05
  Speaker 3: I have a fun time at all of this. So,
• 12:08
  Speaker 3: but asking the people closest to you and you're going
• 12:10
  Speaker 3: to get weird responses. You're so compassionate. You love seeing
• 12:13
  Speaker 3: other people win. You could ask your kids, your friends,
• 12:17
  Speaker 3: your neighbors. You could ask business people. Part of what
• 12:20
  Speaker 3: I'm doing as a coach is I'm translating those qualitative
• 12:23
  Speaker 3: factors that are kind of oblique, that are kind of
• 12:27
  Speaker 3: amorphous and going, oh, well, you're extremely disciplined at fitness,
• 12:33
  Speaker 3: but that turns into like a mental model for mindset coaching. Oh,
• 12:36
  Speaker 3: that's interesting. Holding people accountable to be more disciplined. Think
• 12:39
  Speaker 3: of like Jocko Willink and he was like this amazing
• 12:42
  Speaker 3: Navy SEAL. But then a lot of what I'm tapping
• 12:44
  Speaker 3: him for is just his mindset of just getting up
• 12:46
  Speaker 3: at 3 a.m. every day, right? So translating your genius, like,
• 12:52
  Speaker 3: I mean, I love to eat. Like, you know, I
• 12:54
  Speaker 3: could have been a food critic because I love to
• 12:56
  Speaker 3: write and I love to eat. But I don't mean
• 12:58
  Speaker 3: like quantity. I mean like seeking out interesting foods, right?
• 13:02
  Speaker 3: Anthony Bourdain style. So, yeah, so that's like the second tool.
• 13:07
  Speaker 3: I'd say a third tool that's just helpful for this
• 13:10
  Speaker 3: podcast comes from Naval Ravikant and comes from some Alex
• 13:13
  Speaker 3: Ramosi videos. And it's called the pyramid of leverage. The
• 13:17
  Speaker 3: reason I want to bring that up is because in
• 13:20
  Speaker 3: the pyramid, you have the ability to write code or
• 13:24
  Speaker 3: the ability to do media, right? Either like, like kind
• 13:28
  Speaker 3: of like YouTube or writing or, or blogs, podcasts, courses,
• 13:33
  Speaker 3: that stuff is free. That is sweat equity. It's your time.
• 13:36
  Speaker 3: So if you don't have capital and you don't have
• 13:39
  Speaker 3: investors and you haven't raised money, what can you do?
• 13:42
  Speaker 3: Exactly what Tony's doing, build a podcast like that, which
• 13:45
  Speaker 3: could lead to clients, which could lead to a book.
• 13:48
  Speaker 3: So the form factors where we flip it, where it's
• 13:52
  Speaker 3: like the razors on the blade or the blade and
• 13:56
  Speaker 3: here are the razors, either way you look at the metaphor,
• 13:58
  Speaker 3: is okay, now you've isolated what it is. So for me,
• 14:01
  Speaker 3: it was communications. So that became... I did sales. I
• 14:05
  Speaker 3: wrote the most comprehensive B2B linguistics model, which I called heuristics.
• 14:11
  Speaker 3: And there's a book called The Science of Selling by
• 14:14
  Speaker 3: Dave Hoffeld. So maybe I saw the word there. So
• 14:16
  Speaker 3: I'd like to credit. I'm big on attribution. Well, then
• 14:19
  Speaker 3: I took it and I did, you know, 14 books,
• 14:21
  Speaker 3: 13 in my name. I've done boot camps. I've done courses.
• 14:26
  Speaker 3: I've done tons of services. So workshops with companies, advising
• 14:31
  Speaker 3: companies on retainer, advising people one to one. I've trained
• 14:34
  Speaker 3: sales teams, SDR teams, AE teams. I've helped other people
• 14:38
  Speaker 3: become coaches, sort of like the dojo model. So that's
• 14:41
  Speaker 3: explored a lot in the book. It's like, where are
• 14:44
  Speaker 3: you going to get your leverage now? Well, then you
• 14:46
  Speaker 3: get enough money that you're making 50 grand a month,
• 14:48
  Speaker 3: 100 grand a month. You're making millions of dollars. Now
• 14:50
  Speaker 3: you can afford to hire the coders. Now you can
• 14:53
  Speaker 3: afford to have a team, even if you arbitrage that team.
• 14:57
  Speaker 3: So the book really goes deep in that, of like, okay,
• 15:00
  Speaker 3: now you've identified the skill. Now how will you monetize it?
• 15:04
  Speaker 3: And there's so many ways to do that. If you
• 15:05
  Speaker 3: think of like Sandler or Challenger or all these different
• 15:08
  Speaker 3: training companies that have licensed, you can license out your IP.
• 15:11
  Speaker 3: So there's a lot of cool models to do that
• 15:13
  Speaker 3: where you can just fly solo, Tim Ferriss style, four-hour
• 15:16
  Speaker 3: work week, which is kind of what I've done living overseas.
• 15:20
  Speaker 2: Yeah, I like how you talk about this pyramid because
• 15:23
  Speaker 2: it's kind of a pathway that builds upon itself. And
• 15:27
  Speaker 2: that foundation is understanding what you're really good at, what
• 15:31
  Speaker 2: your genius is, But then the monetization process kind of
• 15:36
  Speaker 2: builds upon itself, all based on leverage. And as you indicate,
• 15:40
  Speaker 2: there are pathways to be able to leverage that. And
• 15:46
  Speaker 2: it sounds like the first step is really after you've
• 15:49
  Speaker 2: identified what that genius is and that passion is, it's
• 15:53
  Speaker 2: really kind of exploring all of the different pathways with
• 15:57
  Speaker 2: somebody like you, most likely, that can kind of coach
• 15:59
  Speaker 2: them on, okay, well, based on this kind of genius,
• 16:04
  Speaker 2: here are the most likely pathways for you that will
• 16:07
  Speaker 2: incrementally leverage, right? So, you know, because it's got to
• 16:12
  Speaker 2: be customized to each individual, right? If somebody is really
• 16:15
  Speaker 2: good at writing books, but they are horrible at speaking,
• 16:19
  Speaker 2: probably not a good idea to start a podcast. I mean,
• 16:23
  Speaker 2: you're going to be podcasting into the ether for a
• 16:26
  Speaker 2: long time. So how do you coach your clients to
• 16:30
  Speaker 2: kind of really figure out what's that right pathway.
• 16:34
  Speaker 3: What's funny, my dad used to say the world is
• 16:36
  Speaker 3: starving for content. And it's very much true. Like you
• 16:38
  Speaker 3: go on Netflix and you just can't find a movie.
• 16:40
  Speaker 3: You go on Amazon, you can't find a movie. And
• 16:41
  Speaker 3: yet there are millions of options. So productizing yourself, productizing
• 16:49
  Speaker 3: your genius, you first, like there's this great quote, like
• 16:51
  Speaker 3: the world needs people that come alive. I think it's
• 16:53
  Speaker 3: like Howard Thurman. I'll have to get the origin of that.
• 16:57
  Speaker 3: But If you pick a content source that you hate,
• 17:01
  Speaker 3: it's not going to happen for you. Like Seth Godin
• 17:02
  Speaker 3: just did blogs and it got massive. Some people just
• 17:05
  Speaker 3: build these crazy Instagram channels and then you can make
• 17:09
  Speaker 3: it happen in the DMs. YouTube, some people love YouTube.
• 17:13
  Speaker 3: It's not my cup of tea. There's a ton of
• 17:15
  Speaker 3: editing and admin and marketing. So we build these big
• 17:18
  Speaker 3: course hubs sort of based on Russell Brunson and Expert
• 17:21
  Speaker 3: Secrets through the Alex Hermosi type way. What I tell
• 17:27
  Speaker 3: clients is imagine doing something that is media, it's content
• 17:30
  Speaker 3: you're producing, but you're doing this for a hundred hours.
• 17:34
  Speaker 3: So is that flying all over the world and giving
• 17:35
  Speaker 3: speeches in person? Is that blogging? Is that podcasting? Is
• 17:39
  Speaker 3: it a sub stack? For me, I've spent at least
• 17:43
  Speaker 3: 50 to a hundred hours on every book. I mean,
• 17:45
  Speaker 3: it's like thousands of hours promoting and people see that
• 17:48
  Speaker 3: as like a fate worse than death, but I've helped
• 17:51
  Speaker 3: dozens of people write books and I've sent a lot
• 17:53
  Speaker 3: of them to Jeremy Jones to publish them. And he's
• 17:55
  Speaker 3: a great publisher coach as well, because having that platform,
• 17:59
  Speaker 3: I think Michael Hyatt wrote this book called Platform. And
• 18:02
  Speaker 3: I love that idea. And then there's two essays that
• 18:04
  Speaker 3: everyone should look at, which is A Thousand True Fans,
• 18:07
  Speaker 3: which came out in 2005. And then Andreessen Horowitz redid
• 18:11
  Speaker 3: that as A Hundred True Fans. But what's happening in
• 18:14
  Speaker 3: the long tail of the economy is you can write
• 18:17
  Speaker 3: a really powerful book and a hundred people or a
• 18:19
  Speaker 3: thousand people can read it. And you can run a
• 18:22
  Speaker 3: seven figure consultancy off something that niche.
• 18:26
  Speaker 2: Yeah, and I like what you're saying here because so
• 18:29
  Speaker 2: many people, they think they need to rush out and
• 18:33
  Speaker 2: get some sort of capital injection, whether it's through venture
• 18:36
  Speaker 2: capital or friends and family, whatever the case might be.
• 18:40
  Speaker 2: And a lot of what you're talking about is really
• 18:43
  Speaker 2: something that can scale with time and the right channels.
• 18:49
  Speaker 2: And it's kind of the classic quote of how did
• 18:52
  Speaker 2: you get rich? Well, it was really slow in the
• 18:54
  Speaker 2: beginning and then all of a sudden at the end, right?
• 18:57
  Speaker 2: Because what you're talking about is something that is exponential
• 19:01
  Speaker 2: growth where you're spending the time, you're investing the effort
• 19:05
  Speaker 2: to build those 100 raving fans or those 1,000 raving fans.
• 19:10
  Speaker 2: And that takes time. Often, often it takes time unless
• 19:14
  Speaker 2: you already have a massive audience. And those folks, this
• 19:19
  Speaker 2: fundamentally gets down to business development. And why is business
• 19:23
  Speaker 2: development different than sales and marketing? Because sales and marketing
• 19:26
  Speaker 2: are linear. Double the number of ads, you get double
• 19:28
  Speaker 2: the number of impressions. Pick up the phone, double the
• 19:30
  Speaker 2: number of calls, you're going to get double the number
• 19:33
  Speaker 2: of meetings. But if you win customers and those two
• 19:39
  Speaker 2: or three customers that you pick up become raving fans
• 19:41
  Speaker 2: of yours, they're going to tell two or three of
• 19:43
  Speaker 2: their friends. They become raving fans. They tell two or
• 19:47
  Speaker 2: three and it becomes organic. It's exponential. We've talked about
• 19:52
  Speaker 2: this before in previous podcasts. And so I think what
• 19:55
  Speaker 2: you're talking about is something very powerful, but it's also
• 19:59
  Speaker 2: important to have somebody like you, an independent objective coach
• 20:03
  Speaker 2: who can say, okay, you know, maybe you need to
• 20:06
  Speaker 2: tweak your approach a little bit on this channel. You know,
• 20:09
  Speaker 2: you're not, doing what is necessary, and let me help
• 20:15
  Speaker 2: guide you. I think the other important thing for folks
• 20:18
  Speaker 2: that are business developers listening to this, they're thinking, okay, well,
• 20:22
  Speaker 2: I don't have a side gig. Why is it important
• 20:24
  Speaker 2: to me as a business developer? Because your power as
• 20:28
  Speaker 2: a business developer is the network, is your audience. You
• 20:32
  Speaker 2: take that from day one. You start building your audience
• 20:35
  Speaker 2: as a business developer. It doesn't matter what job you're in.
• 20:38
  Speaker 2: Those are trusted relationships you take on for your entire life.
• 20:42
  Speaker 2: I have somebody I worked with 25 years ago. He
• 20:46
  Speaker 2: saw LinkedIn posts recently, and his company needed business development support.
• 20:52
  Speaker 2: He reached out to me after 25 years and said,
• 20:55
  Speaker 2: so great working with you. I love what you're posting online.
• 20:59
  Speaker 2: We need help. So it compounds on itself, and it's
• 21:04
  Speaker 2: so exciting to always have you back on the show, Justin.
• 21:07
  Speaker 2: talking through some of these really amazing concepts. So let
• 21:11
  Speaker 2: me kind of summarize the top three things we discussed today.
• 21:14
  Speaker 2: Number one, find that genius. And, you know, it's something
• 21:19
  Speaker 2: that you are innately good at. And tactic number two
• 21:24
  Speaker 2: is how do you pick it? You know, you don't
• 21:27
  Speaker 2: sit isolated in a room and dream up a lisp
• 21:30
  Speaker 2: and randomly pick something. Ask your friends, your family, your coworkers,
• 21:34
  Speaker 2: because your coworkers probably will see things that your family
• 21:37
  Speaker 2: can't see and really get that diverse view of what
• 21:42
  Speaker 2: people say about you and have fun with it. Listen
• 21:45
  Speaker 2: to what they say and write those down. And then
• 21:49
  Speaker 2: the third thing is really building this pyramid that compounds
• 21:53
  Speaker 2: upon itself on that foundation of a solid genius to
• 21:57
  Speaker 2: understand the different pathways that you can start to leverage
• 22:01
  Speaker 2: And all of those progress over time. And often you
• 22:06
  Speaker 2: don't need a lot of money to implement what Justin
• 22:10
  Speaker 2: talked about today. And folks, again, as a reminder, we
• 22:13
  Speaker 2: talked about Justin's latest book, The New Genius Code. It's
• 22:18
  Speaker 2: available on Amazon. Grab your copy today. Justin, how can
• 22:23
  Speaker 2: folks connect with you and follow your work and buy
• 22:27
  Speaker 2: the rest of the other 12 fantastic books that you have?
• 22:31
  Speaker 3: Yeah. Yeah, I'm just on Amazon, Justin Michael or LinkedIn.
• 22:35
  Speaker 3: Justin Michael is the best way to do it. Reviews
• 22:38
  Speaker 3: save lives. So I appreciate that. And yeah, I appreciate
• 22:41
  Speaker 3: you supporting, Tony.
• 22:43
  Speaker 2: Yeah, well, it's always great having you on the podcast, Justin.
• 22:47
  Speaker 2: And again, congratulations to you and Jeremy for publishing another
• 22:52
  Speaker 2: fantastic book. I can't wait to have you back on
• 22:55
  Speaker 2: the show again, Justin, after you publish your next one.
• 22:59
  Speaker 3: It's coming, man. Yeah, Power of Tales. It's coming soon.
• 23:03
  Speaker 2: Bring it on. Bring it on. We love it here
• 23:05
  Speaker 2: at the BD Podcast.
• 23:10
  Speaker 1: Thank you for listening to the Business Development Podcast. Join
• 23:14
  Speaker 1: our free community of corporate partners and business development professionals
• 23:18
  Speaker 1: advancing the art, science, and ethics of the business development
• 23:23
  Speaker 1: profession at gbdassociation.org.