Latest / Respark Your Life / EP357: Deevo Tindall - Creating Your True Brand

Transcript

EP357: Deevo Tindall - Creating Your True Brand · Respark Your Life

0:00
Speaker 1: who we are as humans will show up in our business.
0:02
Speaker 1: And if we're not clear on how we show up in the world,
0:04
Speaker 1: if we don't have a self-awareness and understanding
0:06
Speaker 1: of who we are and how people perceive us
0:08
Speaker 1: and how we perceive ourselves,
0:10
Speaker 1: then that's going to leak into our business.
0:12
Speaker 1: And if we don't do the work, the shadow work,
0:14
Speaker 1: the ego work, whatever it is, to sort those things out,
0:17
Speaker 1: then that's going to eventually bleed into our company
0:19
Speaker 1: and how we show up as business owners.
0:21
Speaker 2: - Hello, this is Raymond Aaron,
0:23
Speaker 2: New York Times top 10 bestselling author,
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Speaker 2: bringing you Respark Your Life podcast,
0:28
Speaker 2: the world's premier podcast to ignite the fire to allow you to live life on your own
0:33
Speaker 2: terms.
0:34
Speaker 2: Every single Thursday I bring you a multi-millionaire world famous celebrity to teach you about
0:42
Speaker 2: the most fascinating ways in order to live a far better life.
0:47
Speaker 2: Every single Thursday you just need to subscribe by hitting the subscribe button.
0:52
Speaker 2: I'll see you every Thursday to re-spark your life.
0:58
Speaker 2: Yes, this is Raymond Aaron, New York Times top 10 best selling author.
1:01
Speaker 2: But enough about me, for God's sakes.
1:04
Speaker 2: You know the podcast.
1:06
Speaker 2: I bring you stealth wisdom, stealth wisdom.
1:09
Speaker 2: Now, these are people who are known, but only in their circle.
1:15
Speaker 2: And if you're not in their circle, you're not in their circle
1:19
Speaker 2: and you don't know them.
1:20
Speaker 2: And I ferret these stealth geniuses out
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Speaker 2: and deliver them to you every single Thursday on ResparkYourLife.com.
1:31
Speaker 2: And who is it today?
1:33
Speaker 2: Today is Devo Tindall.
1:36
Speaker 2: Who is he? Good question.
1:39
Speaker 2: He's a powerhouse in branding, storytelling and cutting through the noise
1:44
Speaker 2: with unapologetic truth. Devo Tindall is a brand architect,
1:48
Speaker 2: speaker and host of the Branding Laboratory podcast,
1:52
Speaker 2: where he helps leaders, creatives and entrepreneurs stop performing and start building from identity.
2:01
Speaker 2: His no-fluff approach challenges the traditional rules of branding, showing you how your own
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Speaker 2: voice, how to use your own voice to tell your story and create brands that are magnetic,
2:16
Speaker 2: not manufactured.
2:17
Speaker 2: and you're factured.
2:20
Speaker 1: - I've done a lot of podcasts.
2:21
Speaker 1: I probably do about a hundred a year.
2:23
Speaker 1: And I have to say that is easily
2:25
Speaker 1: the top five best introductions ever.
2:27
Speaker 2: - Wow. Top five.
2:28
Speaker 2: I'm going to have to pull up my socks.
2:30
Speaker 1: - I love it.
2:31
Speaker 2: Well done.
2:32
Speaker 2: Good to be here, Raymond.
2:32
Speaker 2: - I love high energy.
2:33
Speaker 2: Nobody likes boring.
2:36
Speaker 2: I want to be high energy to pull you up,
2:38
Speaker 2: but I don't think I'm going to have to pull you up.
2:41
Speaker 2: I think you are ready.
2:42
Speaker 2: So I'd like to go way back to when you were a kid,
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Speaker 2: toddler, who knows, high school.
2:49
Speaker 2: When did this first come to you?
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Speaker 2: When you were like six and big people said to you,
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Speaker 2: what do you want to be when you grow up?
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Speaker 2: You probably didn't say a magnetic leader
3:04
Speaker 2: of people using their own voice.
3:06
Speaker 2: You probably said you want to be an astronaut or the president
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Speaker 2: or something.
3:09
Speaker 2: So when did this idea first come to you?
3:12
Speaker 1: >> Well, that's a good question.
3:14
Speaker 1: I think the idea only really came to me in the last few years,
3:17
Speaker 1: to be honest with you.
3:18
Speaker 1: But I have been doing it for about 15 years in the entrepreneurial world,
3:24
Speaker 1: but I wasn't call it branding.
3:26
Speaker 1: And I was doing it for 15 years in the corporate world, but
3:29
Speaker 1: I wasn't also calling it branding.
3:30
Speaker 1: So at the center of what I've always been doing is sort of telling stories for
3:34
Speaker 1: people, whether it was in the corporate life, whether it was in my entrepreneurs.
3:37
Speaker 1: I own a photography agency and a videography agency.
3:40
Speaker 1: And so I've been telling stories through visuals.
3:43
Speaker 1: And it wasn't until I started,
3:45
Speaker 1: I would say around 2000 and really like 15, 2016,
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Speaker 1: I started seeing a shift in the photography world.
3:52
Speaker 1: This was when cell phones
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Speaker 1: started to become really powerful tools for photography
3:57
Speaker 1: and everybody had cameras and everyone was taking content
3:59
Speaker 1: and social media was taking off.
4:01
Speaker 1: And so I started to see a shift
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Speaker 1: because everybody was creating their own content.
4:04
Speaker 1: And I was still doing work for all my clients,
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Speaker 1: But I noticed that they weren't really using it
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Speaker 1: in a capacity to tell their story.
4:11
Speaker 1: So I started asking them,
4:12
Speaker 1: hey, you know, Raymond,
4:12
Speaker 1: I just did a really cool photo shoot with you last month.
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Speaker 1: I haven't really seen any of that content.
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Speaker 1: Did you like it?
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Speaker 1: Or was there something wrong with the photos?
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Speaker 1: And you're like, yeah, man, I just love it,
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Speaker 1: but I don't know what to do with it.
4:22
Speaker 1: I'm not really, like, I'm not really sure
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Speaker 1: where I'm supposed to go with this.
4:24
Speaker 1: I don't wanna, I don't know what I'm supposed to say
4:26
Speaker 1: on social media.
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Speaker 1: So that's where it sort of began
4:29
Speaker 1: in like a very purposeful,
4:31
Speaker 1: purposeful motivation was to help people take the content
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Speaker 1: that I was creating for them
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Speaker 1: and then tell a story with it in a more strategic,
4:37
Speaker 1: purposeful way.
4:38
Speaker 1: And so that's kind of where it all sort of come together.
4:40
Speaker 2: - So instead of just taking pictures,
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Speaker 2: you started asking them more deeply, what's your story?
4:46
Speaker 2: What differentiates?
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Speaker 1: - Well, I was already doing that.
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Speaker 1: That's how I've always done photography.
4:51
Speaker 1: You know, if you were to go back
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Speaker 1: to my early wedding photography days
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Speaker 1: and portrait days going back, you know, 15, 20 years ago,
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Speaker 1: you will see that in every situation,
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Speaker 1: I always sit with my clients before I do photography.
5:02
Speaker 1: And I just get to know them a little bit.
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Speaker 1: I want to understand how they're going to use the photos,
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Speaker 1: How do they show up?
5:06
Speaker 1: Are they shy?
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Speaker 1: Like, what makes them tick?
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Speaker 1: All of these things, right?
5:09
Speaker 1: So that when I'm with them,
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Speaker 1: I can draw out their real personality behind my camera.
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Speaker 1: And so I was always sort of like poking and prodding
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Speaker 1: and like reading between the lines.
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Speaker 1: I just wasn't calling it officially branding at that point.
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Speaker 1: Does that make sense?
5:22
Speaker 2: - But now it's the center of what you do.
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Speaker 1: - Yeah, it is literally the bedrock of everything I do.
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Speaker 1: It's telling people stories with purpose,
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Speaker 1: with soul, with conscience,
5:30
Speaker 1: with kind of coming at it
5:32
Speaker 1: so that they can differentiate themselves,
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Speaker 1: So they're not just like throwing up spaghetti noodles
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Speaker 1: on the wall like everyone else is doing.
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Speaker 1: They're not just creating content to create content.
5:39
Speaker 1: And in the process of really being purposeful about not just
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Speaker 1: your content, your photography, and your visuals,
5:45
Speaker 1: but your story itself, your messaging.
5:47
Speaker 1: Like how do you show up on the web?
5:48
Speaker 1: How do you show up on the social?
5:49
Speaker 1: How do you show up in person?
5:50
Speaker 1: How do you dress?
5:51
Speaker 1: I did a workshop last week, a keynote.
5:53
Speaker 1: And there are all these entrepreneurs and founders
5:55
Speaker 1: in this session for this meet and greet keynote.
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Speaker 1: And half of them were just dressed in casual wear.
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Speaker 1: Some were in shorts.
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Speaker 1: And I just sort of reminded them, like, you are the brand.
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Speaker 1: How you show up is how people are going to receive you.
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Speaker 1: So if this is how you want to show up
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Speaker 1: in shorts and a t-shirt, that's fine,
6:13
Speaker 1: but just know that's how people are going to receive you
6:15
Speaker 1: and create a perception around you.
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Speaker 1: So your brand is everything.
6:17
Speaker 1: It's literally, it is literally everything
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Speaker 1: on your potential customer's journey.
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Speaker 1: Every point they could interact, see, feel, taste, smell,
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Speaker 1: that's your brand.
6:28
Speaker 2: - Right.
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Speaker 2: Well, we are two macho males because I teach branding,
6:33
Speaker 2: but I guarantee that I do it completely different
6:36
Speaker 2: from how you do it.
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Speaker 2: So I am fascinated and I'm sure
6:40
Speaker 2: my subscribers are fascinated.
6:42
Speaker 2: So give me an example.
6:43
Speaker 2: Give me a real example of a guy who came in and said,
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Speaker 2: "I don't have a brand, I don't know anything.
6:49
Speaker 2: "I'm making money, but tell me what brand is."
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Speaker 2: And what did you do for that guy?
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Speaker 1: - Yeah, great question.
6:53
Speaker 1: So this is how I do it for everybody.
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Speaker 1: Everything starts with the discovery
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Speaker 1: And that discovery is a two to three day intensive workshop
7:00
Speaker 1: where you come into my studio or my office.
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Speaker 1: And basically, like a therapist, you lay on my sofa,
7:05
Speaker 1: metaphorically speaking, unless you really want to lay down.
7:07
Speaker 1: And I have a deep dive into everything you are.
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Speaker 1: Who are you?
7:10
Speaker 1: How do you show up in the world?
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Speaker 1: What do you believe?
7:12
Speaker 1: What are your philosophies?
7:13
Speaker 1: What are your values?
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Speaker 1: Where are the gaps between where you are
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Speaker 1: and where you want to be?
7:17
Speaker 1: And that's not just professionally.
7:19
Speaker 1: That's personally.
7:20
Speaker 1: Because if you're an entrepreneur,
7:21
Speaker 1: or you're a solopreneur, or you're a small business owner,
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Speaker 1: there's a very good bet that who you are as a human
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Speaker 1: is going to be imbued in who your business shows up
7:28
Speaker 1: as as well, right?
7:29
Speaker 1: You are going to be-- your leadership style,
7:31
Speaker 1: your philosophies, your customer service, all of that
7:34
Speaker 1: is going to take place in your business.
7:35
Speaker 1: So everything starts with that.
7:37
Speaker 1: And so once the discovery is done,
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Speaker 1: I take you through sort of like a strategy session on how
7:42
Speaker 1: we can create your messaging.
7:44
Speaker 1: So to answer your question-- sorry,
7:45
Speaker 1: I had to get that plug in there just
7:46
Speaker 1: so you sort of had some context.
7:48
Speaker 1: I have an individual right now who's in the real estate world.
7:51
Speaker 1: He is a-- traditionally was a broker for deals between land
7:56
Speaker 1: who want to buy the land and then whether invest in it or build on it, etc. And one of the gaps
8:01
Speaker 1: that he was seeing in the market was it was just sort of a one-to-one relationship, but there were
8:07
Speaker 1: multiple buyers. But he didn't know how to communicate to the multiple buyers and he
8:10
Speaker 1: didn't have a strategy on how to build that out. He didn't have a message that would resonate with
8:14
Speaker 1: the different levels, the different stratifications of his industry. And so what we've done is we've
8:21
Speaker 1: completely re-engineered how he shows up with his messaging so that when he's
8:26
Speaker 1: talking on social media, when he's showing up on podcasts, when he's on
8:29
Speaker 1: LinkedIn lives, whatever it is, his messaging now speaks to the different
8:33
Speaker 1: stratification layers within his business model. Does that make sense? And
8:37
Speaker 1: so now by speaking their language, not just your language, you're able to
8:41
Speaker 1: connect and nothing gets lost in translation. So when somebody hears this,
8:45
Speaker 1: sees this, like that's exactly what I was looking for.
8:48
Speaker 2: Very nice. Give me another example. These are delicious.
8:53
Speaker 1: All right. Let's see. What's another client we're working with?
8:55
Speaker 1: Now, we have a client who is doing—she does injectables.
8:58
Speaker 1: So she does nutrition injectables through IV fluids.
9:03
Speaker 1: And she's a certified nurse and has spent the last 20 years basically injecting medicines
9:09
Speaker 1: and anesthesias and things of this nature.
9:12
Speaker 1: And she wanted to take a more holistic approach and start using vitamins and nutrients
9:17
Speaker 1: and injectables to sort of change people's lifestyle
9:20
Speaker 1: and their natural living style, if you will.
9:23
Speaker 1: And so really we launched her business from the ground up.
9:26
Speaker 1: She had no business or had no experience
9:28
Speaker 1: in running a business.
9:29
Speaker 1: She was a first time entrepreneur.
9:30
Speaker 1: And so sort of the same approach, brand discovery,
9:33
Speaker 1: find out who she is,
9:34
Speaker 1: what's the value that she brings to the world?
9:36
Speaker 1: What is it that she wants to offer?
9:37
Speaker 1: Create an offer if she doesn't have one
9:39
Speaker 1: so that it appeals to the right audience.
9:41
Speaker 1: Do market segmentation so we specifically know
9:44
Speaker 1: who she's speaking to, who she's not speaking to.
9:46
Speaker 1: And then we created an entire brand around what she does.
9:49
Speaker 1: And so one of the things we found out
9:51
Speaker 1: that didn't really exist in her space
9:53
Speaker 1: was the idea of a mobile clinic.
9:55
Speaker 1: And so we built a mobile clinic.
9:57
Speaker 1: Yeah.
9:58
Speaker 1: So we built a mobile clinic around her service
10:01
Speaker 1: where she now comes to your home, your office,
10:03
Speaker 1: and we built all this for her
10:05
Speaker 1: so that she now shows up in your space
10:07
Speaker 1: so you don't have to leave.
10:08
Speaker 1: You can be in your office
10:09
Speaker 1: and we set up all these collaborative partnerships
10:11
Speaker 1: with organizations and corporate offices
10:13
Speaker 1: and buildings and stuff
10:14
Speaker 1: where she'll just show up with the mobile IV clinic
10:16
Speaker 1: and people will just come down on their breaks
10:17
Speaker 1: and get their vitamin B, their vitamin D,
10:19
Speaker 1: whatever it is they want.
10:20
Speaker 1: And so now she's like the mobile IV girl.
10:22
Speaker 1: And so that's sort of like the brand
10:25
Speaker 1: that we've created for her.
10:26
Speaker 2: - Which she would have never expected before your discovery.
10:29
Speaker 1: - She had no idea where she was gonna go.
10:31
Speaker 1: She just knew that she didn't wanna work
10:32
Speaker 1: in the corporate world anymore.
10:34
Speaker 1: She wanted to become a corporate refugee like us.
10:37
Speaker 1: And she wanted to add value in some way, shape or form.
10:41
Speaker 1: So this was her experience, this was her expertise.
10:43
Speaker 1: So we took that and created a storyline around it
10:46
Speaker 1: so that she can now deliver that to a larger audience.
10:48
Speaker 2: - Very exciting.
10:49
Speaker 2: And tell me about the income.
10:52
Speaker 2: What happens to their income in the realtor case
10:55
Speaker 2: and the injectable case?
10:57
Speaker 1: - Well, the realtor case will remains to be seen.
10:59
Speaker 1: We just are in the middle of launching
11:00
Speaker 1: that brand right now.
11:02
Speaker 1: But in terms of the other one I was talking about,
11:05
Speaker 1: she walked away from the corporate world.
11:07
Speaker 1: She's now living fully self-sufficient
11:09
Speaker 1: and her husband is now working with her
11:12
Speaker 1: and just running her own business and making money
11:14
Speaker 1: and living the life of her dream.
11:15
Speaker 1: So yeah.
11:16
Speaker 2: - Very sweet.
11:18
Speaker 2: These are really sweet.
11:24
Speaker 2: So you talk like a big macho alpha guy,
11:29
Speaker 2: but you're really into lifestyle
11:32
Speaker 2: and making sure that your clients love what they do.
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Speaker 2: So you have a huge heart.
11:38
Speaker 2: I love that about you.
11:39
Speaker 2: Very good. - Thank you.
11:40
Speaker 1: Thank you.
11:41
Speaker 2: Obviously. Well, I'm rent. Thank you for saying that. I don't know if I'm a macho guy, but I am a big ex football player
11:47
Speaker 1: So I do probably have that physical stature
11:50
Speaker 1: Played college football. And so yeah, I'm a big guy, but you know, I do genuinely I appreciate you saying that. Thank you
11:55
Speaker 1: I do genuinely believe that who we are as humans
11:59
Speaker 1: will show up in our business and if we're not clear on how we show up in the world if we're not if we don't
12:03
Speaker 1: Have a self-awareness and understanding of who we are and how people perceive us and how we perceive perceive ourselves
12:08
Speaker 1: then that's going to leak into our business.
12:10
Speaker 1: And if we don't do the work, the shadow work,
12:13
Speaker 1: the ego work, whatever it is,
12:14
Speaker 1: to sort of sort those things out,
12:16
Speaker 1: then that's going to eventually sort of bleed
12:18
Speaker 1: into our company and how we show up as business owners.
12:21
Speaker 1: So it's really important to sort of work on both.
12:23
Speaker 2: - Tell me what is the number one,
12:27
Speaker 2: absolutely most satisfying part of your business?
12:30
Speaker 1: - You know, man, that's hard to say number one.
12:32
Speaker 1: I think really for me, I have been blessed
12:35
Speaker 1: with the opportunity to meet people from all over the planet
12:38
Speaker 1: through showing up as a guest on your show,
12:42
Speaker 1: just having the opportunity to meet and help other people
12:45
Speaker 1: build their dreams.
12:47
Speaker 1: I mean, it's a really humbling but satisfying accomplishment
12:50
Speaker 1: to say that I took somebody's idea that was just literally
12:55
Speaker 1: floating around in the ether of their head, we extracted that,
12:59
Speaker 1: we put that on paper, we uncovered it and unraveled it
13:02
Speaker 1: and re-engineered it, we created a strategy for it,
13:05
Speaker 1: and then we implemented and executed it
13:07
Speaker 1: so they could go about living the dream
13:10
Speaker 1: that they had only before that
13:11
Speaker 1: had kind of like locked up in their mind space.
13:13
Speaker 1: And so I think that's probably the best way to say that.
13:16
Speaker 2: - I've been coaching for 42 years.
13:19
Speaker 2: I know exactly what you mean.
13:21
Speaker 1: - Yeah, it's a humbling and empowering experience,
13:24
Speaker 1: isn't it?
13:25
Speaker 2: - Yeah, and I always have a little bit of self-doubt
13:28
Speaker 2: before I enter every single coaching session.
13:31
Speaker 2: I wish I could get over it.
13:33
Speaker 2: And it says, maybe this is the first guy you can't help.
13:37
Speaker 2: Like, how do I know?
13:38
Speaker 2: How do I know I can help all these people?
13:41
Speaker 2: And that brings me to my next question.
13:43
Speaker 2: What is the one skill that is your best skill
13:48
Speaker 2: to ensuring that you help people?
13:50
Speaker 1: - I think my soul and my intuition.
13:53
Speaker 2: - Wow, soul, intuition, man, those are great answers.
13:57
Speaker 1: - Yeah, I'm very empathic in terms of sort of being able
14:01
Speaker 1: to sort of meet people where they are
14:03
Speaker 1: and understand their chemistry and how they think
14:05
Speaker 1: and how they process things.
14:07
Speaker 1: And no two people are the same,
14:09
Speaker 1: so it's really important to sort of understand
14:10
Speaker 1: that chemistry before you get involved.
14:12
Speaker 1: Because yeah, you may not be able to help everybody,
14:14
Speaker 1: but you can at least understand
14:16
Speaker 1: what you're getting involved with
14:17
Speaker 1: and be able to be better prepared
14:20
Speaker 1: to sort of understand the subtleties
14:21
Speaker 1: and nuances of that relationship.
14:23
Speaker 2: - Wow.
14:24
Speaker 2: Now, I think you might face the same problem
14:28
Speaker 2: that I face right now.
14:29
Speaker 2: I've been on stage since May of 1983,
14:34
Speaker 2: well over 40 years.
14:35
Speaker 2: And I love it.
14:36
Speaker 2: I just love it.
14:37
Speaker 2: I speak all around the world, at least before the lockdown.
14:40
Speaker 2: And now I speak all over the world by Zoom,
14:44
Speaker 2: which is a little easier on my lifestyle.
14:47
Speaker 2: And I love it.
14:48
Speaker 2: I don't wanna do anything else.
14:49
Speaker 2: I found the center of the universe for me.
14:52
Speaker 2: And you obviously have too.
14:54
Speaker 2: But is that what you're gonna do when you're 60, 70, 80, 90,
14:59
Speaker 2: you're gonna still keep doing this?
15:00
Speaker 2: Or is there something new ahead?
15:02
Speaker 2: What is it for you?
15:03
Speaker 1: - Yeah, I don't know.
15:04
Speaker 1: I can't answer that.
15:05
Speaker 1: I can tell you where I am right now.
15:07
Speaker 1: I'm trying to remain mindful and present
15:09
Speaker 1: and sort of be able to focus on the things that I'm working on.
15:12
Speaker 1: I do have other projects that I'm also working on.
15:16
Speaker 1: I just launched my first retreat,
15:18
Speaker 1: which is coming out in November.
15:19
Speaker 1: I'm really excited about that.
15:21
Speaker 1: I'll plug that in the end if you don't mind.
15:24
Speaker 1: I'm also working on something that I
15:27
Speaker 1: want to be like you when I grow up.
15:28
Speaker 1: One of the things I started doing new
15:29
Speaker 1: is speaking and really showing up on stages as well.
15:33
Speaker 1: I found out about 20 years ago that I really enjoyed being in front of an audience.
15:37
Speaker 1: I'm not sure if that's my athletic performance background and sort of being in front of a
15:40
Speaker 1: large crowd and stuff.
15:41
Speaker 1: But I like performing and I like helping and sort of showing up in that space.
15:45
Speaker 1: So I'm really working a lot on that.
15:48
Speaker 1: I don't know if this is my end all.
15:49
Speaker 1: I don't really know.
15:50
Speaker 1: Right now I am in the game.
15:53
Speaker 1: I'm still able to serve people.
15:55
Speaker 1: I'm still able to add value.
15:56
Speaker 1: People still kind of like me.
15:58
Speaker 1: So I'll play in this sandbox for a little while and we'll just see where it goes.
16:01
Speaker 1: I just don't know, to be honest with you.
16:03
Speaker 2: - Kind of like you, I love you.
16:05
Speaker 1: - Thank you, I appreciate it.
16:06
Speaker 2: - If we were neighbors, we'd be best friends.
16:07
Speaker 2: We'd be in the backyard right now over a barbecue.
16:10
Speaker 1: - I wanna go to that cabin of yours and chop some wood, man.
16:13
Speaker 1: That thing is cool.
16:15
Speaker 1: I have this like inner cabin fantasy
16:18
Speaker 1: of just like chopping wood in a forest reserve somewhere.
16:21
Speaker 1: I actually do chop a lot of wood out here
16:24
Speaker 1: 'cause I just love like the idea of like slamming
16:26
Speaker 1: into a piece of wood is very cathartic for me.
16:29
Speaker 1: Good exercise too.
16:30
Speaker 2: - I have lots of trees here.
16:32
Speaker 2: - All right, well, I'm waiting for the invitation
16:33
Speaker 2: to come visit then.
16:34
Speaker 2: - You please, whenever you're in Toronto,
16:37
Speaker 2: you just give me a call.
16:38
Speaker 2: - Brilliant, brilliant.
16:39
Speaker 2: - Yeah, I mean it.
16:40
Speaker 2: I would love to spend more time with you.
16:43
Speaker 2: - That's great.
16:44
Speaker 2: - I have a question for you that you are unable to answer.
16:48
Speaker 1: - Okay, thanks for setting me up for failure.
16:51
Speaker 2: - No, you can't fail.
16:53
Speaker 2: But you never prepared yourself for this answer.
16:56
Speaker 1: - I haven't prepared myself for any of these answers,
16:58
Speaker 2: so go.
17:00
Speaker 2: - Okay, here we go.
17:01
Speaker 2: Would you rather be a fortune cookie or a birthday cake?
17:06
Speaker 2: - Birthday cake.
17:07
Speaker 2: - Oh, that was fast.
17:09
Speaker 2: No one's ever answered so fast.
17:11
Speaker 1: - Birthday cake affects more people.
17:12
Speaker 1: There's generally more people in the room.
17:15
Speaker 1: More people are happy.
17:16
Speaker 1: More people are celebrating somebody.
17:18
Speaker 1: You're the center of attention.
17:20
Speaker 1: The cake is next to the center of attention.
17:22
Speaker 1: Everyone's looking at you and like,
17:23
Speaker 1: "Oh my God, this cake is gonna be so good.
17:25
Speaker 1: It's his birthday.
17:26
Speaker 1: We're all gonna sing happy birthday."
17:27
Speaker 1: It's like, "Ah, the birthday cake."
17:29
Speaker 1: - Yeah, so yeah, birthday cake.
17:30
Speaker 2: Plus the fortune cookies always have whacked out messages.
17:33
Speaker 2: - That's true.
17:34
Speaker 2: I think they're getting worse with time.
17:37
Speaker 1: - They've become, they're written by AI now.
17:40
Speaker 1: So it's fortune cookie AI,
17:42
Speaker 1: so there's no soul to them anymore.
17:44
Speaker 1: - Oh, that's probably true.
17:46
Speaker 2: - Yeah, I'm pretty sure, sir, that it is, yeah.
17:49
Speaker 2: - Wow.
17:50
Speaker 2: Well, what is the biggest lesson
17:54
Speaker 2: that you have learned in this business?
17:56
Speaker 1: - Perception is reality.
17:57
Speaker 2: - Tell me what that means.
17:59
Speaker 1: No matter who you think you are, or no matter what value you think you're adding, or no
18:04
Speaker 1: matter how you think you're showing up, if the person you are supposed to be serving
18:08
Speaker 1: and adding value for doesn't feel the same way, then there's a disconnect.
18:13
Speaker 1: And so you need to be able to understand is the disconnect in the fact that we're just
18:16
Speaker 1: – our values are misaligned and we shouldn't be working together?
18:20
Speaker 1: Or am I just completely disillusioned about the value I'm adding and I'm not adding
18:23
Speaker 1: the value I should be adding?
18:24
Speaker 1: So it's really important to have a clear understanding, again, of who you are and how you show up
18:30
Speaker 1: in the world and what it is, the gift, and what is the gift that you want to give, and
18:35
Speaker 1: make sure that the people who you are serving are clear on the value that you're supposed
18:39
Speaker 1: to be giving them so that when you do deliver it, there is a matched expectation to the
18:43
Speaker 1: value that you hope that you are delivering.
18:45
Speaker 1: So I think, yeah, perception.
18:47
Speaker 2: >>JAMES: Very good answer.
18:48
Speaker 2: I had a fascinating example of that in my life.
18:53
Speaker 2: My wife was in a mall and a guy came up to her and said, "You're Karen.
19:00
Speaker 2: I recognize you from Raymond's Facebook post."
19:03
Speaker 2: She said, "Yeah."
19:04
Speaker 2: "You're Raymond's wife?"
19:05
Speaker 2: "Yeah."
19:06
Speaker 2: "I don't like him."
19:07
Speaker 2: Oh, okay.
19:08
Speaker 2: My wife said, "Why not?"
19:11
Speaker 2: Well, he was teaching a group of about 300 people and I waited my time and I finally
19:18
Speaker 2: got up to speak to him in person at a break.
19:21
Speaker 2: And he looked at me and he said, "Oh, you look startled."
19:24
Speaker 2: And my wife said, "Yes."
19:26
Speaker 2: And he repeated, "He told me I look startled."
19:30
Speaker 2: And I said, "Well, what does that mean to you?"
19:33
Speaker 2: "Well, it means he's a big shot and I'm a nobody."
19:36
Speaker 2: And my wife said, "No, that's starstruck."
19:39
Speaker 2: He didn't say you were starstruck.
19:41
Speaker 2: He said you were startled, like, "Wow," or "Oh," or something.
19:44
Speaker 2: That's funny.
19:45
Speaker 2: The guy just walked away and we have no idea whether he accepted the new definition or
19:51
Speaker 2: whether he still doesn't like me.
19:54
Speaker 2: But I was doing my best.
19:55
Speaker 2: I was just saying, I was just responding to a feeling that I got.
20:00
Speaker 2: And because of that, I thought I was being nice.
20:03
Speaker 2: I thought it was being human, that I was creating empathy or emotion between the two of us.
20:08
Speaker 2: And yet I turned him off without realizing it.
20:11
Speaker 1: Hmm.
20:11
Speaker 1: Well, maybe he's listening to this podcast when it goes live and he'll receive it.
20:14
Speaker 2: only hope he'll say, "That was me! That was me!" Oh my gosh, that's fun. I never thought...
20:21
Speaker 1: And that he will be very startled.
20:23
Speaker 2: We can only hope that he knows what that means now. Oh my gosh.
20:28
Speaker 2: That's a cool story.
20:29
Speaker 2: So tell my subscribers about your retreat, about your service. Go ahead.
20:36
Speaker 1: Yeah, I would love to. Thank you for that opportunity. So I've been very purposeful
20:41
Speaker 1: over the last, we'll say, five years to change the trajectory and the community that I'm
20:50
Speaker 1: surrounding myself with.
20:51
Speaker 1: And that's my clients.
20:53
Speaker 1: That's my romantic partners.
20:55
Speaker 1: That's my friends.
20:56
Speaker 1: That's the people that I grow with and learn from and be inspired by.
21:02
Speaker 1: Because one of the things that I've noticed in my own self is that I wasn't really putting
21:07
Speaker 1: myself into sandboxes where there was communities that inspired me, right?
21:11
Speaker 1: So whether it's masterminds, whether it's going to retreats, whatever it was, building
21:16
Speaker 1: a community around myself.
21:18
Speaker 1: And so I've been very, very purposeful about that and sort of behind the scenes been preparing
21:22
Speaker 1: over the last five years.
21:23
Speaker 1: I've been going – I've gone to, who knows, 50 to 100 different retreats from around the
21:27
Speaker 1: world just kind of gathering information and seeing what did I like, what worked for me,
21:32
Speaker 1: what didn't work, what were people's feedback, all this stuff.
21:36
Speaker 1: It was sort of surprising in the, in the, my takeaway from this was that there are a lot of lonely people that are founders, that are CEOs, that are leaders, that are performing at very high levels, but they don't have the community, the bedrock foundation of people around them to support them.
21:53
Speaker 1: And they're, and they're craving that.
21:55
Speaker 1: They're craving connection.
21:56
Speaker 1: They're craving like-minded connection.
21:59
Speaker 1: Right.
21:59
Speaker 1: Because we're typically the doers.
22:00
Speaker 1: We're the leaders.
22:01
Speaker 1: We're the founders.
22:02
Speaker 1: We're the visionaries.
22:03
Speaker 1: Right.
22:03
Speaker 1: And we're leading people.
22:05
Speaker 1: And we're just like, we're always doing that.
22:07
Speaker 1: And so, but we don't have a community around us
22:09
Speaker 1: of other people just like that,
22:11
Speaker 1: that we can lean on and talk to and hang out with
22:14
Speaker 1: and be friends with and be romantic with
22:16
Speaker 1: and all those things, right?
22:17
Speaker 1: And so I set out to create this foundation,
22:21
Speaker 1: this space where people can come for,
22:26
Speaker 1: and it's gonna be multiple times throughout the year,
22:28
Speaker 1: where they can come and engage with each other.
22:30
Speaker 1: And these are founders, these are visionaries,
22:31
Speaker 1: these are entrepreneurs, these are leaders,
22:33
Speaker 1: These are CEOs that can get away for a few days,
22:37
Speaker 1: put everything behind, and just engage
22:39
Speaker 1: with other like-minded people.
22:41
Speaker 1: And so I've got four keynote speakers
22:43
Speaker 1: that are going to be at this retreat.
22:44
Speaker 1: They're going to be doing interactive workshops
22:48
Speaker 1: on mindset shifting and purposeful planning
22:53
Speaker 1: around your business, building relationships,
22:56
Speaker 1: all these sorts of things.
22:57
Speaker 1: And it's all centered in the middle of Mexico,
22:59
Speaker 1: just outside Tulum in this magical Indian Mayan jungle that is thousands and thousands
23:05
Speaker 1: years old.
23:06
Speaker 1: And we're going to be there for four nights, five days, and we're going to be commuting
23:10
Speaker 1: and doing yoga in the morning if you want.
23:13
Speaker 1: There's spiritual work, there's business work, there's community work, there's journaling,
23:17
Speaker 1: there's time on the beach.
23:19
Speaker 1: And every night we're going to have these long table dinners under the lights where
23:22
Speaker 1: we're all just going to be engaging with each other and sitting around a campfire and doing
23:26
Speaker 1: all the things that people do when they're in communities.
23:29
Speaker 1: And it's just sort of centered around the whole idea of,
23:31
Speaker 1: not to get biblical, but sort of this idea
23:33
Speaker 1: that's always stuck in the back of my head
23:34
Speaker 1: when I read it when I was like five years old
23:36
Speaker 1: in my family reading session,
23:38
Speaker 1: my dad used to make us read the Bible every night,
23:40
Speaker 1: was when two or more people are gathered in his name.
23:43
Speaker 1: And I've always just loved that idea.
23:45
Speaker 1: And it's a metaphor for like the power
23:47
Speaker 1: when people come together, right?
23:49
Speaker 1: And the stuff that just compounds and explodes and grows
23:53
Speaker 1: and thoughts and ideas and collaborations.
23:55
Speaker 1: And so my idea is to build this incubator
23:58
Speaker 1: where people like us can go and have these
24:02
Speaker 1: just mastermind sessions with amazing people
24:05
Speaker 1: and then build new friends, new collaborators,
24:07
Speaker 1: maybe new business partners, who knows?
24:08
Speaker 1: Maybe your next partner is there, who knows?
24:10
Speaker 1: And we're gonna be doing these throughout the year.
24:12
Speaker 1: And the first one is November 3rd through November 7th,
24:15
Speaker 1: just outside Tulum, Mexico.
24:17
Speaker 1: - Wow, how do they get there?
24:19
Speaker 1: - You can go to my website, thebrandstoryteller.com,
24:21
Speaker 1: navigate to the little button up at the top
24:23
Speaker 1: that says the Alchemist Retreat,
24:25
Speaker 1: and then bippity bop, bippity boo.
24:26
Speaker 1: Say the URL slower.
24:31
Speaker 1: - It's thebrandstoryteller.com.
24:34
Speaker 1: Thebrandstoryteller.com.
24:35
Speaker 2: - Got it.
24:36
Speaker 2: Dear subscriber, if you're intrigued by what he said,
24:38
Speaker 2: go there.
24:39
Speaker 2: It sounds fascinating.
24:40
Speaker 1: - Thank you.
24:40
Speaker 2: - And you sound fascinating.
24:42
Speaker 1: - Thank you.
24:42
Speaker 1: You're invited.
24:43
Speaker 1: Come check it out.
24:44
Speaker 1: It's a very small group.
24:45
Speaker 1: We're only allowing 40 people in.
24:49
Speaker 1: I think we've got 12 already booked.
24:51
Speaker 1: So the list is growing.
24:53
Speaker 1: But yeah, I wanna keep this small and intimate
24:56
Speaker 1: and very community-based,
24:58
Speaker 1: and so that you'll have an opportunity
24:59
Speaker 1: to meet everybody there and engage with everybody there.
25:02
Speaker 1: And the speakers are gonna be part of the community.
25:04
Speaker 1: They're not gonna be sitting up on a stage somewhere
25:06
Speaker 1: where you can't access them.
25:07
Speaker 1: They're gonna be eating with us and drinking with us
25:09
Speaker 1: and communing with us and all the things, so.
25:13
Speaker 2: - Thebrandstoryteller.com.
25:14
Speaker 1: - Yes, sir.
25:14
Speaker 2: - Wow, thank you, thank you.
25:16
Speaker 2: You're my hero.
25:18
Speaker 2: I love you.
25:23
Speaker 3: - Wow, I sure hope you enjoyed that fascinating episode.
25:26
Speaker 3: Please make sure you subscribe
25:28
Speaker 3: and please tell your friends if you like it
25:30
Speaker 3: that they will probably like it as well.
25:32
Speaker 3: For your information, this experience,
25:36
Speaker 3: this service, this podcast has been sponsored
25:39
Speaker 3: by the Orbit Coaching Program.
25:41
Speaker 3: All of my friends, all my world famous speaker friends
25:44
Speaker 3: all have coaching programs.
25:46
Speaker 3: Mine has been independently rated
25:47
Speaker 3: as the number one high level coaching program.
25:52
Speaker 3: You cannot purchase it, you have to audition for it by me personally.
25:57
Speaker 3: If you're interested, please email me at respark@aaron.com.
26:03
Speaker 3: Respark at A-A-R-O-N.
26:07
Speaker 3: Say that you're interested in being considered for the Orbit coaching program and include
26:12
Speaker 3: your cell phone numbers that I personally will call you back.