Latest / The Billionaire Brain® Podcast / Ep171 - Books, Branding & Building Legacy

Transcript

Ep171 - Books, Branding & Building Legacy · The Billionaire Brain® Podcast

• 0:01
  Welcome
• 0:01
  to
• 0:01
  dawn
• 0:02
  of
• 0:02
  a
• 0:02
  new
• 0:02
  era
• 0:03
  where
• 0:03
  we
• 0:03
  talk
• 0:03
  all
• 0:03
  things
• 0:04
  millionaire
• 0:05
  mindset
• 0:05
  and
• 0:05
  scaling
• 0:06
  strategy
• 0:06
  so
• 0:07
  you
• 0:07
  can
• 0:07
  think,
• 0:08
  feel,
• 0:08
  and
• 0:08
  scale
• 0:08
  like
• 0:09
  the
• 0:09
  top
• 0:09
  1%.
• 0:10
  I'm
• 0:10
  Dawn
• 0:11
  McGrewer,
• 0:11
  the
• 0:11
  business
• 0:11
  growth
• 0:12
  coach,
• 0:12
  Forbes
• 0:12
  mentor,
• 0:13
  and
• 0:13
  serial
• 0:14
  entrepreneur.
• 0:15
  Each
• 0:15
  week,
• 0:16
  we'll
• 0:16
  ditch
• 0:16
  the
• 0:16
  fluff,
• 0:17
  dive
• 0:17
  into
• 0:17
  the
• 0:17
  neuroscience
• 0:18
  of
• 0:18
  success,
• 0:19
  and
• 0:19
  share
• 0:19
  the
• 0:19
  good,
• 0:20
  the
• 0:20
  bad,
• 0:20
  and
• 0:20
  the
• 0:20
  ugly
• 0:21
  of
• 0:21
  building
• 0:21
  wealth,
• 0:22
  impact,
• 0:22
  and
• 0:23
  freedom.
• 0:23
  If
• 0:24
  you're
• 0:24
  ready
• 0:24
  to
• 0:24
  play
• 0:25
  bigger
• 0:25
  and
• 0:25
  rewrite
• 0:25
  the
• 0:25
  rules
• 0:26
  of
• 0:26
  business,
• 0:26
  you're
• 0:27
  in
• 0:27
  the
• 0:27
  right
• 0:27
  place.
• 0:28
  Let's
• 0:28
  go.
• 0:32
  So
• 0:32
  today
• 0:33
  we're
• 0:33
  talking
• 0:34
  about
• 0:34
  one
• 0:34
  of
• 0:35
  the
• 0:35
  most
• 0:35
  underestimated
• 0:37
  and
• 0:37
  yet
• 0:37
  most
• 0:38
  powerful
• 0:39
  moves
• 0:39
  you
• 0:39
  can
• 0:40
  make
• 0:40
  in
• 0:40
  your
• 0:41
  business,
• 0:41
  which
• 0:41
  is
• 0:42
  writing
• 0:42
  a
• 0:42
  book.
• 0:43
  Now,
• 0:44
  I
• 0:45
  did
• 0:45
  my
• 0:45
  first
• 0:45
  book
• 0:46
  when
• 0:46
  I
• 0:46
  was
• 0:47
  21,
• 0:47
  when
• 0:48
  I
• 0:48
  first
• 0:48
  started
• 0:48
  my
• 0:49
  business,
• 0:50
  and
• 0:50
  then
• 0:50
  I
• 0:51
  did
• 0:51
  my
• 0:51
  second
• 0:52
  book
• 0:52
  in
• 0:52
  2019,
• 0:53
  2020,
• 0:54
  I
• 0:54
  published
• 0:55
  with
• 0:55
  Wiley
• 0:55
  Dynamic
• 0:56
  Digital
• 0:56
  Marketing.
• 0:57
  My
• 0:57
  first
• 0:57
  book
• 0:58
  was
• 0:58
  very
• 0:58
  different.
• 0:58
  It
• 0:59
  was
• 0:59
  called
• 0:59
  Character
• 0:59
  Building.
• 1:00
  It
• 1:01
  actually
• 1:01
  had
• 1:02
  37
• 1:02
  different
• 1:03
  authors.
• 1:04
  And
• 1:04
  I
• 1:05
  created
• 1:05
  and
• 1:05
  edited
• 1:06
  the
• 1:06
  book,
• 1:06
  and
• 1:07
  it
• 1:07
  was
• 1:07
  all
• 1:07
  about
• 1:07
  overcoming
• 1:08
  adversity.
• 1:09
  Now,
• 1:09
  character
• 1:10
  Building's
• 1:10
  purpose
• 1:11
  was
• 1:12
  for
• 1:12
  me
• 1:12
  really
• 1:12
  to
• 1:13
  deal
• 1:13
  with
• 1:14
  some
• 1:15
  trauma
• 1:15
  that
• 1:16
  I'd
• 1:16
  had
• 1:16
  in
• 1:16
  my
• 1:16
  life,
• 1:17
  and
• 1:17
  it
• 1:18
  was
• 1:18
  all
• 1:18
  around
• 1:18
  losing
• 1:19
  six
• 1:19
  people
• 1:19
  in
• 1:20
  six
• 1:20
  months.
• 1:21
  It
• 1:21
  was
• 1:21
  kind
• 1:21
  of
• 1:22
  my
• 1:22
  way
• 1:22
  of
• 1:23
  giving
• 1:23
  back
• 1:24
  and
• 1:24
  paying
• 1:24
  forward
• 1:26
  and
• 1:26
  remembering
• 1:27
  those
• 1:27
  people.
• 1:28
  And
• 1:29
  the
• 1:29
  authors
• 1:29
  I
• 1:29
  had,
• 1:30
  they
• 1:30
  all
• 1:31
  shared
• 1:32
  amazing
• 1:32
  stories
• 1:33
  of
• 1:33
  adversity
• 1:34
  and
• 1:34
  overcoming
• 1:35
  challenges
• 1:36
  that
• 1:37
  they'd
• 1:37
  had
• 1:37
  in
• 1:37
  lives.
• 1:38
  It
• 1:38
  was
• 1:38
  almost
• 1:39
  like,
• 1:39
  you
• 1:39
  know,
• 1:39
  every
• 1:40
  cloud
• 1:40
  has
• 1:40
  a
• 1:41
  silver
• 1:41
  lining.
• 1:42
  And
• 1:42
  actually,
• 1:42
  that
• 1:43
  book
• 1:43
  is
• 1:44
  a
• 1:44
  very
• 1:44
  cathartic
• 1:45
  part
• 1:45
  of
• 1:45
  my
• 1:45
  journey
• 1:46
  because
• 1:47
  that's
• 1:48
  the.
• 1:48
  The
• 1:48
  only
• 1:48
  book
• 1:49
  that
• 1:49
  I
• 1:49
  know
• 1:50
  in
• 1:50
  history
• 1:51
  that
• 1:51
  had
• 1:51
  the
• 1:52
  publishing
• 1:52
  rights
• 1:53
  to
• 1:53
  Rudyard
• 1:54
  Kipling's
• 1:54
  famous
• 1:55
  poem
• 1:55
  if.
• 1:56
  And
• 1:57
  obviously
• 1:59
  some
• 1:59
  of
• 1:59
  the
• 1:59
  authors
• 2:00
  who
• 2:00
  contributed
• 2:01
  to
• 2:01
  the
• 2:01
  book
• 2:02
  did
• 2:02
  not
• 2:03
  survive
• 2:04
  their
• 2:05
  journey
• 2:05
  through
• 2:05
  to
• 2:05
  publish.
• 2:06
  And
• 2:07
  many
• 2:07
  of
• 2:07
  the
• 2:07
  lives
• 2:08
  were
• 2:08
  touched
• 2:09
  by
• 2:09
  cancer.
• 2:09
  The.
• 2:10
  The
• 2:10
  book
• 2:10
  was
• 2:10
  to
• 2:10
  raise
• 2:11
  money
• 2:11
  for
• 2:11
  cancer
• 2:12
  research,
• 2:13
  but
• 2:13
  for
• 2:13
  the
• 2:14
  families
• 2:14
  and
• 2:14
  for
• 2:15
  the
• 2:15
  people
• 2:16
  that
• 2:16
  they
• 2:16
  left
• 2:17
  behind.
• 2:18
  One
• 2:18
  thing
• 2:18
  that
• 2:19
  I
• 2:19
  am
• 2:19
  super
• 2:19
  proud
• 2:20
  of
• 2:20
  is
• 2:20
  that
• 2:21
  it
• 2:21
  left
• 2:22
  its
• 2:22
  mark,
• 2:23
  because
• 2:24
  in
• 2:24
  the
• 2:24
  public
• 2:24
  library,
• 2:25
  you
• 2:26
  know,
• 2:26
  and
• 2:26
  the
• 2:26
  National
• 2:26
  Library,
• 2:27
  their
• 2:28
  names
• 2:28
  will
• 2:28
  forever
• 2:29
  be
• 2:29
  recorded.
• 2:30
  And
• 2:30
  it
• 2:30
  was
• 2:31
  almost
• 2:31
  like
• 2:31
  my
• 2:31
  gift
• 2:32
  back
• 2:32
  to.
• 2:32
  To
• 2:33
  them
• 2:34
  and
• 2:34
  their
• 2:34
  memory
• 2:34
  and.
• 2:35
  And
• 2:35
  their
• 2:35
  families
• 2:36
  of,
• 2:36
  you
• 2:36
  know,
• 2:36
  the
• 2:37
  magical
• 2:37
  lives
• 2:37
  they
• 2:37
  lived.
• 2:39
  So
• 2:40
  books
• 2:40
  are
• 2:40
  very
• 2:41
  special.
• 2:41
  My
• 2:41
  second
• 2:42
  book
• 2:42
  was
• 2:42
  different.
• 2:43
  Dynamic
• 2:43
  Digital
• 2:43
  Marketing
• 2:44
  was
• 2:44
  all
• 2:45
  about
• 2:45
  my
• 2:47
  framework
• 2:47
  in
• 2:48
  marketing.
• 2:49
  I
• 2:49
  had
• 2:49
  an
• 2:49
  agency
• 2:50
  that
• 2:50
  I
• 2:50
  started
• 2:50
  when
• 2:50
  I
• 2:51
  was
• 2:51
  21,
• 2:51
  a
• 2:51
  marketing
• 2:52
  agency.
• 2:53
  And
• 2:53
  then
• 2:54
  in
• 2:54
  the
• 2:54
  early
• 2:54
  2000,
• 2:55
  I
• 2:55
  started
• 2:56
  my
• 2:56
  academy.
• 2:57
  And
• 2:59
  again,
• 3:00
  it
• 3:00
  was
• 3:00
  a
• 3:00
  super
• 3:00
  proud
• 3:01
  moment
• 3:01
  of
• 3:02
  my
• 3:02
  life
• 3:02
  because
• 3:03
  to
• 3:04
  get
• 3:04
  to
• 3:05
  a
• 3:05
  status
• 3:06
  point
• 3:06
  where,
• 3:06
  in
• 3:06
  essence,
• 3:07
  I
• 3:07
  had
• 3:07
  a
• 3:07
  private
• 3:07
  university,
• 3:08
  we
• 3:08
  Were
• 3:09
  training
• 3:10
  thousands
• 3:11
  of
• 3:11
  students
• 3:12
  globally
• 3:12
  and
• 3:13
  awarding
• 3:13
  them
• 3:14
  with
• 3:14
  degrees
• 3:14
  and
• 3:15
  you
• 3:15
  know,
• 3:15
  celebrating
• 3:16
  graduation
• 3:16
  with
• 3:17
  them
• 3:17
  at
• 3:17
  Westminster.
• 3:18
  You
• 3:18
  know,
• 3:19
  this
• 3:19
  for
• 3:19
  me,
• 3:20
  for
• 3:20
  someone
• 3:21
  who
• 3:22
  got
• 3:22
  expelled
• 3:23
  from
• 3:23
  school
• 3:23
  or
• 3:23
  asked
• 3:23
  to
• 3:24
  leave
• 3:24
  from
• 3:24
  school,
• 3:25
  who
• 3:25
  didn't
• 3:26
  finish
• 3:26
  college
• 3:26
  conventionally,
• 3:27
  who
• 3:28
  did
• 3:29
  degrees
• 3:29
  and
• 3:29
  diplomas
• 3:30
  and
• 3:30
  qualifications,
• 3:32
  you
• 3:32
  know,
• 3:32
  in
• 3:32
  my
• 3:33
  working
• 3:33
  career
• 3:34
  in
• 3:34
  a
• 3:34
  non
• 3:35
  regular
• 3:36
  fashion,
• 3:37
  this
• 3:37
  again
• 3:38
  was
• 3:38
  almost
• 3:38
  my
• 3:38
  gift
• 3:39
  back
• 3:39
  to
• 3:40
  society.
• 3:40
  To
• 3:40
  make
• 3:41
  education
• 3:41
  affordable
• 3:43
  and
• 3:43
  accessible
• 3:43
  for
• 3:44
  all
• 3:44
  students
• 3:45
  globally.
• 3:45
  I
• 3:46
  wanted
• 3:46
  to
• 3:47
  empower
• 3:47
  people
• 3:47
  to
• 3:47
  get
• 3:48
  a
• 3:48
  degree
• 3:48
  in
• 3:49
  digital
• 3:49
  marketing.
• 3:49
  These
• 3:50
  people
• 3:50
  could
• 3:50
  be
• 3:51
  the
• 3:51
  first
• 3:51
  people
• 3:52
  in
• 3:52
  their
• 3:52
  entire
• 3:53
  bloodline,
• 3:54
  in
• 3:54
  their
• 3:54
  entire
• 3:55
  heritage
• 3:56
  that
• 3:56
  you
• 3:56
  know,
• 3:57
  had
• 3:58
  got
• 3:58
  a
• 3:58
  degree.
• 3:59
  I
• 4:00
  wanted
• 4:00
  it
• 4:00
  to
• 4:00
  be
• 4:01
  something
• 4:01
  that
• 4:01
  was
• 4:01
  fast
• 4:01
  track
• 4:02
  and
• 4:03
  for
• 4:03
  professionals.
• 4:03
  But
• 4:04
  it
• 4:04
  was
• 4:04
  a
• 4:04
  big
• 4:04
  stage,
• 4:05
  you
• 4:05
  know,
• 4:05
  to
• 4:06
  go
• 4:06
  through
• 4:06
  because
• 4:07
  we
• 4:07
  went
• 4:07
  from
• 4:08
  providing,
• 4:08
  you
• 4:09
  know,
• 4:09
  certified
• 4:09
  courses
• 4:10
  to
• 4:10
  being
• 4:11
  a
• 4:11
  private
• 4:11
  university
• 4:12
  accredited,
• 4:14
  um,
• 4:14
  you
• 4:14
  know,
• 4:15
  we
• 4:15
  were
• 4:15
  off
• 4:15
  ball
• 4:16
  regulated
• 4:16
  and
• 4:17
  the
• 4:17
  qualification
• 4:17
  we
• 4:18
  were
• 4:18
  delivering
• 4:19
  was
• 4:19
  accredited
• 4:20
  by
• 4:20
  the
• 4:20
  Charter
• 4:21
  Institute
• 4:21
  of
• 4:21
  Marketing.
• 4:22
  So
• 4:23
  we
• 4:23
  had
• 4:23
  a
• 4:24
  lot
• 4:24
  of
• 4:24
  things
• 4:24
  to
• 4:25
  do
• 4:25
  and
• 4:25
  we
• 4:26
  had
• 4:26
  to
• 4:26
  jump
• 4:26
  through
• 4:27
  a
• 4:27
  lot
• 4:27
  of
• 4:27
  hoops
• 4:28
  to,
• 4:28
  to
• 4:29
  get
• 4:29
  that
• 4:29
  done.
• 4:30
  So
• 4:31
  it
• 4:31
  was
• 4:32
  one
• 4:32
  of
• 4:32
  the
• 4:32
  most
• 4:33
  challenging
• 4:34
  times
• 4:35
  definitely
• 4:36
  in
• 4:36
  business
• 4:36
  because
• 4:36
  I
• 4:36
  was
• 4:37
  still
• 4:37
  very
• 4:37
  early
• 4:37
  on
• 4:38
  and
• 4:38
  it
• 4:39
  was,
• 4:39
  it
• 4:39
  was
• 4:40
  a
• 4:40
  very
• 4:40
  difficult
• 4:41
  process
• 4:41
  and
• 4:42
  something
• 4:42
  that
• 4:42
  just
• 4:42
  took
• 4:43
  so
• 4:43
  much
• 4:43
  time,
• 4:44
  so
• 4:44
  much
• 4:44
  effort
• 4:45
  that
• 4:45
  it
• 4:45
  was
• 4:45
  draining.
• 4:46
  And
• 4:46
  at
• 4:46
  points
• 4:46
  I
• 4:46
  was
• 4:47
  like,
• 4:47
  why
• 4:47
  are
• 4:47
  we
• 4:47
  even
• 4:47
  doing
• 4:48
  this?
• 4:48
  Now
• 4:49
  I
• 4:49
  look
• 4:49
  back
• 4:50
  on
• 4:50
  it
• 4:50
  and
• 4:50
  I'm
• 4:50
  super
• 4:51
  proud
• 4:51
  because
• 4:51
  even
• 4:52
  now,
• 4:52
  you
• 4:52
  know,
• 4:52
  my
• 4:52
  agency
• 4:53
  is
• 4:53
  thriving,
• 4:53
  my
• 4:54
  academy
• 4:54
  is
• 4:54
  thriving
• 4:56
  and
• 4:56
  you
• 4:56
  know,
• 4:57
  we're
• 4:57
  still
• 4:57
  empowering,
• 4:58
  you
• 4:58
  know,
• 4:58
  students
• 4:59
  and
• 5:00
  helping
• 5:00
  them
• 5:00
  develop
• 5:01
  their
• 5:01
  digital
• 5:02
  marketing
• 5:02
  skills
• 5:02
  and,
• 5:03
  and
• 5:03
  careers
• 5:03
  and
• 5:04
  journey.
• 5:05
  So
• 5:05
  when
• 5:05
  I
• 5:05
  think
• 5:05
  about
• 5:05
  my
• 5:06
  book
• 5:06
  and
• 5:06
  its
• 5:06
  positioning,
• 5:08
  I
• 5:08
  think
• 5:08
  about
• 5:09
  why
• 5:09
  I
• 5:09
  did
• 5:10
  my
• 5:10
  book.
• 5:10
  I
• 5:10
  wanted
• 5:11
  my
• 5:11
  book
• 5:11
  to
• 5:11
  be
• 5:11
  on
• 5:11
  the
• 5:11
  reading
• 5:12
  list.
• 5:12
  I
• 5:12
  wanted
• 5:12
  my
• 5:12
  book
• 5:13
  to
• 5:13
  be
• 5:13
  available
• 5:13
  in
• 5:14
  the
• 5:14
  Chartered
• 5:14
  Institute
• 5:15
  of
• 5:15
  Marketing's
• 5:16
  bookshop.
• 5:16
  I
• 5:17
  wanted
• 5:17
  it
• 5:17
  to
• 5:18
  be
• 5:18
  something
• 5:18
  that
• 5:19
  people
• 5:20
  globally
• 5:21
  bought
• 5:21
  and
• 5:21
  learned
• 5:22
  digital
• 5:22
  marketing
• 5:23
  and
• 5:23
  best
• 5:23
  practices.
• 5:24
  And
• 5:25
  when
• 5:25
  I
• 5:26
  wrote
• 5:26
  my
• 5:26
  proposal,
• 5:27
  I
• 5:28
  was
• 5:28
  really
• 5:29
  passionate
• 5:29
  about
• 5:31
  bridging
• 5:31
  the
• 5:31
  digital
• 5:32
  skills
• 5:32
  gap
• 5:33
  and
• 5:33
  really
• 5:34
  kind
• 5:34
  of,
• 5:35
  I
• 5:35
  suppose,
• 5:35
  bringing
• 5:36
  an
• 5:37
  ethical
• 5:37
  way
• 5:38
  of
• 5:38
  marketing
• 5:38
  and
• 5:39
  a
• 5:39
  regulated
• 5:39
  way
• 5:40
  of
• 5:40
  learning
• 5:40
  marketing
• 5:41
  because
• 5:42
  people
• 5:42
  could
• 5:42
  go
• 5:42
  on
• 5:42
  the
• 5:42
  Internet
• 5:43
  and
• 5:44
  they
• 5:44
  could,
• 5:45
  you
• 5:45
  know,
• 5:45
  try
• 5:45
  and
• 5:46
  learn
• 5:46
  something,
• 5:46
  but
• 5:47
  they
• 5:47
  might
• 5:47
  not
• 5:47
  be
• 5:47
  learning
• 5:48
  the
• 5:48
  best
• 5:48
  practice.
• 5:49
  And
• 5:49
  I
• 5:49
  remember
• 5:50
  at
• 5:50
  the
• 5:50
  time
• 5:50
  hearing
• 5:50
  a
• 5:51
  story,
• 5:51
  I
• 5:51
  think
• 5:51
  it
• 5:51
  was
• 5:51
  like
• 5:51
  BMW
• 5:52
  who
• 5:52
  had
• 5:53
  been
• 5:53
  disqualified
• 5:54
  from
• 5:54
  Google
• 5:54
  because
• 5:55
  they'd
• 5:55
  used
• 5:56
  an
• 5:56
  agency
• 5:56
  and
• 5:57
  tactics
• 5:57
  that
• 5:57
  was
• 5:57
  all
• 5:58
  black
• 5:58
  hat
• 5:59
  and
• 5:59
  you
• 5:59
  know,
• 6:00
  they'd
• 6:00
  face
• 6:00
  this
• 6:00
  band.
• 6:01
  So
• 6:02
  for
• 6:02
  me
• 6:02
  was
• 6:02
  super
• 6:02
  important
• 6:03
  to
• 6:03
  bring
• 6:03
  the
• 6:04
  education
• 6:04
  and
• 6:05
  also
• 6:05
  to
• 6:06
  bring
• 6:06
  this
• 6:06
  amazing
• 6:08
  knowledge
• 6:08
  that
• 6:09
  I
• 6:09
  had
• 6:09
  and
• 6:10
  best
• 6:10
  practice
• 6:10
  to
• 6:11
  businesses
• 6:11
  and
• 6:13
  not
• 6:13
  just
• 6:13
  the
• 6:14
  corporates.
• 6:14
  But
• 6:14
  business
• 6:15
  owners
• 6:15
  and
• 6:15
  empower
• 6:16
  them.
• 6:16
  And
• 6:16
  again,
• 6:17
  that
• 6:17
  was
• 6:17
  the
• 6:18
  essence
• 6:18
  of
• 6:18
  my
• 6:18
  agency,
• 6:19
  to
• 6:20
  allow
• 6:22
  people
• 6:22
  who
• 6:22
  maybe
• 6:22
  didn't
• 6:23
  have
• 6:23
  dedicated
• 6:24
  marketing
• 6:25
  teams
• 6:26
  or
• 6:26
  agencies
• 6:27
  to
• 6:28
  market
• 6:28
  the
• 6:28
  businesses
• 6:29
  successfully
• 6:30
  online.
• 6:31
  So
• 6:31
  I
• 6:31
  wrote
• 6:32
  the
• 6:32
  proposal.
• 6:32
  I
• 6:32
  remember
• 6:32
  being
• 6:33
  in
• 6:33
  my
• 6:33
  hotel
• 6:33
  room
• 6:34
  and
• 6:35
  I
• 6:35
  got
• 6:35
  a
• 6:35
  template.
• 6:35
  I
• 6:36
  downloaded
• 6:36
  it
• 6:36
  from
• 6:36
  the
• 6:36
  Internet
• 6:37
  and
• 6:37
  I
• 6:37
  merrily
• 6:38
  filled
• 6:38
  it
• 6:38
  in.
• 6:38
  It
• 6:39
  was
• 6:39
  really
• 6:39
  thorough.
• 6:40
  I
• 6:40
  actually
• 6:40
  really
• 6:41
  enjoyed
• 6:41
  the
• 6:41
  process
• 6:42
  of
• 6:42
  doing
• 6:42
  it.
• 6:42
  And
• 6:43
  then
• 6:43
  as
• 6:43
  soon
• 6:43
  as
• 6:44
  I
• 6:44
  did
• 6:44
  it,
• 6:45
  I
• 6:45
  went
• 6:45
  online
• 6:46
  and
• 6:46
  I
• 6:46
  started
• 6:47
  researching
• 6:47
  publishers.
• 6:48
  And
• 6:48
  I
• 6:49
  was
• 6:49
  so
• 6:50
  committed
• 6:50
  to
• 6:50
  finding
• 6:51
  the
• 6:51
  right
• 6:52
  publisher
• 6:52
  for
• 6:53
  what
• 6:53
  I
• 6:53
  did
• 6:54
  and
• 6:55
  the
• 6:55
  basic,
• 6:56
  the
• 6:56
  best
• 6:56
  outlet
• 6:56
  for
• 6:57
  my
• 6:57
  book.
• 6:57
  So
• 6:58
  I
• 6:58
  found
• 6:58
  Wiley
• 6:59
  and
• 6:59
  I
• 7:00
  went
• 7:00
  onto
• 7:00
  the,
• 7:00
  the
• 7:01
  website
• 7:01
  and
• 7:01
  people
• 7:02
  always
• 7:02
  say,
• 7:02
  you
• 7:02
  know,
• 7:02
  did
• 7:02
  you
• 7:03
  have
• 7:03
  a
• 7:03
  literary
• 7:03
  agent?
• 7:04
  You
• 7:04
  know,
• 7:04
  how
• 7:04
  did
• 7:04
  you
• 7:05
  get
• 7:05
  your
• 7:05
  contract?
• 7:06
  I
• 7:06
  literally
• 7:07
  downloaded
• 7:07
  a
• 7:08
  template,
• 7:08
  filled
• 7:08
  it
• 7:09
  in,
• 7:09
  went
• 7:09
  online,
• 7:10
  found
• 7:10
  an
• 7:10
  email
• 7:11
  address
• 7:11
  and
• 7:12
  pressed
• 7:12
  submit.
• 7:13
  And
• 7:13
  honestly,
• 7:13
  that's
• 7:14
  my
• 7:14
  journey.
• 7:15
  But
• 7:15
  it
• 7:15
  wasn't
• 7:15
  like,
• 7:16
  you
• 7:16
  know,
• 7:16
  I
• 7:16
  did
• 7:16
  that
• 7:17
  process
• 7:17
  and
• 7:17
  instantly
• 7:18
  I
• 7:18
  got
• 7:18
  a
• 7:18
  deal.
• 7:19
  No,
• 7:19
  it
• 7:19
  wasn't,
• 7:19
  it
• 7:20
  wasn't
• 7:20
  that
• 7:20
  easy.
• 7:21
  My
• 7:21
  email
• 7:22
  went
• 7:22
  into
• 7:23
  spam
• 7:23
  and
• 7:23
  it
• 7:24
  sat
• 7:24
  in
• 7:24
  that
• 7:24
  junk
• 7:25
  folder
• 7:25
  for
• 7:25
  like
• 7:26
  six
• 7:26
  months
• 7:27
  until
• 7:28
  the
• 7:28
  editor,
• 7:28
  Wiley,
• 7:29
  fished
• 7:29
  it
• 7:29
  out.
• 7:30
  And
• 7:30
  I
• 7:31
  got
• 7:31
  this
• 7:31
  email
• 7:31
  saying,
• 7:32
  hi,
• 7:32
  Dawn,
• 7:33
  I've
• 7:33
  just
• 7:34
  found
• 7:34
  your
• 7:34
  email
• 7:34
  in
• 7:35
  my
• 7:35
  junk
• 7:35
  folder.
• 7:35
  Do
• 7:36
  you
• 7:36
  still
• 7:36
  want
• 7:36
  a
• 7:36
  publishing
• 7:37
  deal?
• 7:37
  I
• 7:37
  was
• 7:37
  like,
• 7:38
  hell
• 7:38
  yeah.
• 7:40
  I
• 7:40
  jumped
• 7:41
  at
• 7:41
  the
• 7:41
  chance
• 7:41
  and
• 7:41
  literally
• 7:42
  got
• 7:42
  on
• 7:42
  a
• 7:42
  meeting.
• 7:44
  They
• 7:44
  gave
• 7:45
  me
• 7:45
  the
• 7:45
  terms.
• 7:46
  I
• 7:46
  used
• 7:46
  the
• 7:47
  Author
• 7:47
  Society
• 7:48
  and
• 7:48
  their
• 7:49
  legal
• 7:49
  team
• 7:49
  to
• 7:49
  negotiate
• 7:50
  my
• 7:50
  contract.
• 7:51
  And
• 7:52
  honestly,
• 7:53
  absolute
• 7:53
  kudos
• 7:54
  goes
• 7:54
  out
• 7:54
  to
• 7:54
  them
• 7:55
  because
• 7:55
  I
• 7:55
  think
• 7:55
  my
• 7:55
  membership
• 7:56
  or
• 7:56
  something
• 7:56
  was
• 7:57
  like
• 7:57
  £130
• 7:58
  for
• 7:58
  the
• 7:59
  year
• 7:59
  and
• 7:59
  I'm
• 7:59
  still
• 8:00
  a
• 8:00
  proud
• 8:00
  member
• 8:01
  and
• 8:02
  they
• 8:02
  got
• 8:03
  me
• 8:03
  the
• 8:03
  best
• 8:03
  deal.
• 8:03
  Everything
• 8:04
  I
• 8:04
  asked
• 8:04
  for,
• 8:05
  they
• 8:05
  managed
• 8:05
  to
• 8:05
  get
• 8:05
  and
• 8:06
  Wiley
• 8:06
  gave
• 8:06
  it
• 8:06
  and
• 8:07
  literally
• 8:07
  72
• 8:08
  hours
• 8:08
  later
• 8:09
  I
• 8:09
  had
• 8:10
  my
• 8:10
  publishing
• 8:10
  contract.
• 8:11
  And
• 8:12
  I
• 8:12
  think
• 8:12
  the
• 8:12
  magic
• 8:12
  here
• 8:13
  is,
• 8:13
  is
• 8:13
  that
• 8:14
  when
• 8:14
  I
• 8:14
  think
• 8:14
  about
• 8:15
  my
• 8:16
  book
• 8:16
  and
• 8:17
  I
• 8:17
  think
• 8:18
  about
• 8:18
  why
• 8:19
  my
• 8:19
  book
• 8:20
  kind
• 8:20
  of
• 8:20
  came
• 8:20
  out,
• 8:21
  these
• 8:21
  are
• 8:21
  all
• 8:22
  important
• 8:22
  parts
• 8:23
  of
• 8:23
  the
• 8:23
  journey.
• 8:23
  Because
• 8:24
  people
• 8:24
  think
• 8:25
  that,
• 8:26
  oh,
• 8:26
  I
• 8:26
  can't
• 8:26
  do
• 8:27
  a
• 8:27
  book,
• 8:27
  it's
• 8:27
  too
• 8:27
  difficult.
• 8:28
  I
• 8:28
  had
• 8:29
  no
• 8:29
  prior
• 8:29
  knowledge,
• 8:30
  none.
• 8:31
  I
• 8:32
  self
• 8:32
  published
• 8:32
  my
• 8:32
  first
• 8:33
  book.
• 8:33
  My
• 8:33
  second
• 8:34
  book
• 8:34
  I
• 8:34
  wrote,
• 8:35
  I
• 8:35
  didn't
• 8:35
  have
• 8:36
  a
• 8:36
  Ghostwriter.
• 8:36
  I
• 8:37
  did
• 8:37
  400
• 8:37
  pages.
• 8:39
  I
• 8:39
  had
• 8:39
  to
• 8:40
  Harvard
• 8:40
  reference
• 8:41
  it
• 8:41
  because
• 8:41
  it
• 8:41
  was
• 8:41
  a
• 8:41
  business
• 8:41
  book.
• 8:42
  So
• 8:42
  I
• 8:42
  literally
• 8:43
  had
• 8:44
  to
• 8:44
  then
• 8:44
  get
• 8:45
  all
• 8:45
  of
• 8:45
  the
• 8:46
  imagery.
• 8:46
  I'm
• 8:46
  laughing
• 8:47
  at
• 8:47
  it
• 8:47
  because
• 8:48
  it
• 8:48
  was
• 8:48
  a
• 8:48
  very
• 8:48
  painful
• 8:49
  process.
• 8:49
  I
• 8:49
  had
• 8:49
  to
• 8:49
  get
• 8:50
  a
• 8:50
  graphic
• 8:50
  designer
• 8:51
  to
• 8:51
  take
• 8:51
  all
• 8:51
  of
• 8:51
  my
• 8:52
  hand
• 8:52
  drawings
• 8:53
  and
• 8:53
  make
• 8:53
  them
• 8:53
  into
• 8:54
  images
• 8:54
  all
• 8:55
  the
• 8:55
  way
• 8:55
  through
• 8:55
  the
• 8:55
  book.
• 8:56
  And
• 8:56
  guess
• 8:56
  what?
• 8:56
  I
• 8:56
  had
• 8:57
  four
• 8:57
  weeks
• 8:57
  to
• 8:57
  write
• 8:58
  it
• 8:58
  because
• 8:59
  they
• 8:59
  wanted
• 8:59
  to
• 8:59
  get
• 8:59
  it
• 8:59
  out
• 9:00
  in
• 9:00
  Christmas,
• 9:01
  this
• 9:01
  was
• 9:01
  the
• 9:01
  Easter
• 9:01
  bank
• 9:02
  holiday.
• 9:03
  They
• 9:03
  needed
• 9:03
  it.
• 9:04
  And
• 9:04
  four
• 9:05
  weeks
• 9:05
  later,
• 9:05
  I
• 9:06
  did
• 9:06
  it.
• 9:06
  I
• 9:06
  mean,
• 9:06
  I
• 9:07
  talk
• 9:07
  to
• 9:07
  authors
• 9:07
  now.
• 9:08
  I
• 9:08
  was
• 9:08
  so
• 9:08
  naive.
• 9:09
  I
• 9:09
  just
• 9:09
  thought
• 9:10
  that
• 9:10
  was
• 9:10
  the
• 9:10
  normal
• 9:10
  process.
• 9:11
  I
• 9:11
  was
• 9:11
  like,
• 9:11
  well,
• 9:11
  you
• 9:11
  know,
• 9:11
  four
• 9:12
  weeks
• 9:12
  seems
• 9:12
  reasonable.
• 9:12
  Why
• 9:13
  not?
• 9:13
  Like,
• 9:13
  I'll
• 9:13
  just
• 9:14
  go
• 9:14
  and
• 9:14
  write
• 9:14
  my
• 9:14
  book
• 9:16
  And
• 9:16
  a
• 9:16
  business
• 9:16
  book,
• 9:17
  you
• 9:17
  don't
• 9:17
  write
• 9:18
  before
• 9:20
  you
• 9:20
  get
• 9:20
  your
• 9:21
  deal.
• 9:21
  So
• 9:22
  I
• 9:22
  had
• 9:22
  to
• 9:22
  write
• 9:22
  the
• 9:22
  whole
• 9:22
  thing
• 9:23
  from
• 9:23
  scratch.
• 9:24
  The
• 9:24
  good
• 9:24
  thing
• 9:25
  was
• 9:25
  I
• 9:25
  had
• 9:25
  a
• 9:26
  framework
• 9:26
  which
• 9:27
  was
• 9:27
  the
• 9:28
  dynamic
• 9:28
  digital
• 9:28
  marketing
• 9:29
  model.
• 9:29
  It
• 9:29
  was
• 9:29
  all
• 9:30
  about
• 9:30
  eight
• 9:30
  powerful
• 9:30
  ways
• 9:31
  to
• 9:31
  market
• 9:31
  business
• 9:31
  online.
• 9:33
  And,
• 9:33
  you
• 9:34
  know,
• 9:34
  that
• 9:34
  gave
• 9:34
  me
• 9:35
  the
• 9:35
  structure
• 9:35
  for
• 9:36
  my
• 9:36
  proposal,
• 9:36
  et
• 9:36
  cetera.
• 9:37
  So
• 9:38
  for
• 9:38
  me,
• 9:39
  again,
• 9:39
  I
• 9:39
  look
• 9:39
  back
• 9:40
  on
• 9:40
  the
• 9:40
  process,
• 9:41
  painful,
• 9:42
  joyous,
• 9:44
  scary,
• 9:44
  all
• 9:44
  at
• 9:44
  the
• 9:45
  same
• 9:45
  time.
• 9:45
  But
• 9:45
  it
• 9:46
  just
• 9:46
  means
• 9:46
  that
• 9:47
  if
• 9:47
  I
• 9:47
  can
• 9:47
  write
• 9:47
  a
• 9:47
  book,
• 9:48
  anyone
• 9:48
  can
• 9:48
  write
• 9:48
  a
• 9:48
  book.
• 9:48
  I
• 9:48
  had
• 9:49
  no
• 9:49
  knowledge,
• 9:49
  none.
• 9:50
  No.
• 9:50
  No
• 9:50
  mentor,
• 9:51
  no
• 9:51
  nothing.
• 9:51
  Just
• 9:52
  literally
• 9:53
  pure
• 9:53
  gumption
• 9:54
  of,
• 9:54
  I
• 9:55
  want
• 9:55
  to
• 9:55
  write
• 9:55
  these
• 9:55
  books,
• 9:56
  I'm
• 9:56
  going
• 9:57
  to
• 9:57
  write
• 9:57
  these
• 9:57
  books.
• 9:58
  And
• 9:58
  that's
• 9:58
  kind
• 9:58
  of
• 9:58
  where
• 9:58
  it
• 9:59
  was.
• 10:00
  So
• 10:00
  this
• 10:01
  whole
• 10:01
  episode
• 10:02
  isn't
• 10:02
  about
• 10:03
  being
• 10:03
  a
• 10:03
  writer
• 10:03
  for
• 10:04
  the
• 10:04
  sake
• 10:04
  of
• 10:04
  it.
• 10:04
  It's
• 10:05
  about
• 10:06
  leaving
• 10:06
  your
• 10:07
  legacy
• 10:07
  or
• 10:08
  creating
• 10:09
  something
• 10:09
  around
• 10:10
  your
• 10:10
  passion.
• 10:10
  And
• 10:11
  this
• 10:11
  is
• 10:11
  really
• 10:11
  what
• 10:11
  it
• 10:11
  was.
• 10:12
  It
• 10:12
  wasn't
• 10:12
  about
• 10:13
  a
• 10:13
  book
• 10:13
  for
• 10:13
  me.
• 10:14
  It
• 10:14
  was
• 10:14
  a
• 10:14
  far
• 10:14
  bigger
• 10:15
  journey
• 10:15
  on
• 10:16
  both
• 10:16
  of
• 10:16
  them.
• 10:18
  And
• 10:18
  it
• 10:18
  was
• 10:18
  about,
• 10:19
  yes,
• 10:19
  positioning
• 10:20
  and,
• 10:20
  yes,
• 10:21
  visibility
• 10:22
  and,
• 10:23
  yes,
• 10:23
  to
• 10:23
  a
• 10:23
  degree,
• 10:24
  I
• 10:25
  guess,
• 10:25
  leaving
• 10:25
  a
• 10:25
  legacy,
• 10:26
  especially
• 10:26
  with
• 10:26
  the
• 10:27
  first
• 10:27
  one.
• 10:28
  But
• 10:29
  it
• 10:29
  was
• 10:29
  a
• 10:29
  strategical
• 10:30
  tactic,
• 10:31
  for
• 10:31
  sure.
• 10:31
  There
• 10:32
  was
• 10:32
  an
• 10:32
  essence
• 10:33
  around
• 10:33
  how
• 10:34
  it
• 10:34
  would
• 10:35
  special
• 10:35
  my
• 10:35
  second
• 10:35
  book
• 10:36
  aid
• 10:36
  my
• 10:36
  business
• 10:36
  with
• 10:37
  my
• 10:37
  academic
• 10:38
  academy.
• 10:39
  And
• 10:40
  for
• 10:40
  my
• 10:40
  academy,
• 10:41
  obviously,
• 10:42
  you
• 10:42
  know,
• 10:42
  every
• 10:42
  single
• 10:43
  student
• 10:43
  gets
• 10:44
  a
• 10:44
  copy
• 10:44
  of
• 10:44
  my
• 10:44
  book.
• 10:47
  So
• 10:47
  I
• 10:47
  did
• 10:47
  have
• 10:48
  an
• 10:48
  alignment
• 10:48
  of
• 10:48
  how
• 10:48
  it
• 10:49
  was
• 10:49
  going
• 10:49
  to
• 10:49
  transform
• 10:49
  kind
• 10:50
  of
• 10:50
  like
• 10:50
  my
• 10:50
  business.
• 10:51
  But
• 10:51
  that's
• 10:52
  not
• 10:52
  the
• 10:52
  be
• 10:52
  all
• 10:52
  and
• 10:53
  end
• 10:53
  all.
• 10:53
  And
• 10:53
  I
• 10:53
  think
• 10:54
  the
• 10:54
  thing
• 10:54
  is,
• 10:54
  is
• 10:55
  that
• 10:56
  part
• 10:57
  of
• 10:57
  it
• 10:57
  is
• 10:57
  to
• 10:57
  do
• 10:57
  with
• 10:58
  a
• 10:58
  credibility
• 10:58
  leap.
• 10:59
  And,
• 10:59
  you
• 11:00
  know,
• 11:00
  when
• 11:00
  you
• 11:00
  think
• 11:00
  about
• 11:01
  how
• 11:03
  you
• 11:03
  can
• 11:03
  take
• 11:04
  your
• 11:04
  knowledge
• 11:04
  and,
• 11:05
  you
• 11:05
  know,
• 11:06
  use
• 11:07
  it
• 11:07
  for
• 11:07
  credibility,
• 11:08
  I
• 11:08
  think
• 11:08
  it's
• 11:09
  quite
• 11:09
  special.
• 11:09
  And
• 11:10
  when
• 11:10
  you
• 11:11
  publish
• 11:11
  a
• 11:11
  book,
• 11:12
  you
• 11:13
  instantly
• 11:14
  shift
• 11:15
  in
• 11:16
  people's
• 11:16
  perception.
• 11:17
  You
• 11:17
  definitely
• 11:18
  do.
• 11:18
  So
• 11:18
  for
• 11:18
  me,
• 11:19
  I
• 11:19
  would
• 11:19
  say
• 11:20
  my
• 11:20
  books
• 11:20
  were
• 11:21
  like
• 11:21
  a
• 11:21
  door
• 11:22
  opener.
• 11:22
  And
• 11:24
  again,
• 11:25
  it
• 11:25
  was
• 11:25
  very
• 11:26
  useful
• 11:26
  to
• 11:27
  establish
• 11:27
  myself
• 11:28
  as
• 11:28
  an
• 11:29
  industry
• 11:29
  and
• 11:29
  thought
• 11:29
  leader
• 11:30
  in
• 11:30
  the
• 11:30
  world
• 11:31
  of
• 11:31
  digital
• 11:31
  marketing.
• 11:32
  Definitely
• 11:33
  enhanced
• 11:34
  my
• 11:34
  speaking
• 11:34
  opportunities,
• 11:35
  the
• 11:36
  podcast
• 11:36
  and
• 11:36
  things
• 11:36
  that
• 11:37
  I
• 11:37
  went
• 11:37
  on
• 11:37
  to.
• 11:38
  And
• 11:39
  it's
• 11:39
  not
• 11:39
  just
• 11:40
  about
• 11:40
  the
• 11:40
  perception.
• 11:41
  You
• 11:41
  know,
• 11:42
  you've
• 11:42
  got
• 11:42
  to
• 11:42
  think
• 11:42
  about
• 11:43
  it.
• 11:43
  It
• 11:43
  changes
• 11:44
  the
• 11:44
  way
• 11:44
  that
• 11:44
  opportunities
• 11:45
  present
• 11:45
  themselves.
• 11:46
  And,
• 11:47
  you
• 11:47
  know,
• 11:47
  journalists
• 11:48
  definitely
• 11:49
  seemed
• 11:49
  more
• 11:49
  open.
• 11:51
  I
• 11:51
  had
• 11:51
  more
• 11:52
  sort
• 11:52
  of
• 11:52
  of
• 11:53
  a
• 11:53
  PR
• 11:53
  story
• 11:54
  to
• 11:54
  talk
• 11:54
  about
• 11:56
  again
• 11:57
  with
• 11:57
  speaking
• 11:57
  gigs
• 11:58
  and
• 11:58
  Event
• 11:58
  organizers,
• 12:00
  it
• 12:00
  was
• 12:00
  a
• 12:00
  positioner,
• 12:01
  and
• 12:01
  it
• 12:01
  definitely
• 12:01
  enhanced
• 12:02
  credibility.
• 12:03
  And
• 12:04
  people
• 12:04
  often
• 12:05
  ask
• 12:05
  about,
• 12:05
  you
• 12:06
  know,
• 12:06
  should
• 12:06
  you
• 12:07
  self
• 12:07
  publish?
• 12:07
  Do
• 12:07
  you
• 12:08
  get
• 12:08
  publisher?
• 12:09
  It's
• 12:09
  totally
• 12:10
  down
• 12:10
  to
• 12:11
  what
• 12:11
  your
• 12:11
  objectives
• 12:12
  are
• 12:12
  with
• 12:12
  the
• 12:12
  book.
• 12:12
  There
• 12:13
  is
• 12:13
  no
• 12:13
  right
• 12:13
  or
• 12:13
  wrong.
• 12:14
  And
• 12:14
  don't
• 12:14
  let
• 12:14
  anybody
• 12:15
  tell
• 12:15
  you
• 12:15
  that,
• 12:16
  because
• 12:17
  credibility
• 12:17
  can
• 12:18
  happen
• 12:18
  either
• 12:18
  way.
• 12:19
  It
• 12:19
  doesn't
• 12:19
  just
• 12:19
  have
• 12:20
  to
• 12:20
  be
• 12:20
  with
• 12:20
  the
• 12:20
  publisher.
• 12:21
  And
• 12:21
  the
• 12:21
  thing
• 12:21
  is,
• 12:22
  is
• 12:22
  I've
• 12:22
  done
• 12:22
  it
• 12:22
  both
• 12:23
  ways
• 12:23
  and
• 12:23
  I've
• 12:23
  had
• 12:23
  success
• 12:24
  in
• 12:24
  both
• 12:24
  ways.
• 12:25
  And
• 12:25
  there
• 12:25
  was
• 12:26
  different
• 12:26
  reasons
• 12:27
  for
• 12:27
  doing
• 12:28
  those
• 12:28
  processes
• 12:29
  because
• 12:29
  of
• 12:29
  the
• 12:29
  type
• 12:29
  of
• 12:30
  book.
• 12:30
  So
• 12:31
  again,
• 12:31
  you
• 12:32
  know,
• 12:32
  for
• 12:32
  me,
• 12:33
  yes,
• 12:33
  it
• 12:34
  was
• 12:34
  great
• 12:34
  for
• 12:34
  clients
• 12:35
  because
• 12:35
  it
• 12:35
  was
• 12:35
  a
• 12:36
  natural
• 12:36
  evolution
• 12:37
  for
• 12:37
  students
• 12:38
  that,
• 12:38
  you
• 12:39
  know,
• 12:39
  they
• 12:39
  would
• 12:39
  come
• 12:39
  to
• 12:39
  an
• 12:40
  academy
• 12:40
  with
• 12:41
  someone
• 12:41
  who'd
• 12:41
  write.
• 12:42
  Written
• 12:42
  a
• 12:42
  bestseller.
• 12:43
  I
• 12:43
  had
• 12:43
  a
• 12:43
  podcast
• 12:44
  and
• 12:45
  still
• 12:45
  do.
• 12:46
  I
• 12:46
  have
• 12:46
  Digital
• 12:47
  Marketing
• 12:47
  Made
• 12:47
  Easy,
• 12:48
  which
• 12:48
  is
• 12:48
  in
• 12:48
  the
• 12:49
  top
• 12:49
  50
• 12:49
  globally,
• 12:50
  everywhere
• 12:50
  in
• 12:50
  the
• 12:50
  world,
• 12:51
  which
• 12:51
  is
• 12:51
  amazing
• 12:51
  in
• 12:52
  itself.
• 12:53
  And
• 12:54
  these
• 12:54
  are
• 12:54
  things
• 12:54
  that
• 12:55
  you
• 12:56
  have
• 12:56
  to
• 12:56
  be
• 12:56
  open
• 12:56
  to
• 12:57
  and,
• 12:57
  and
• 12:58
  don't
• 12:58
  let
• 12:58
  people
• 12:58
  put
• 12:59
  you
• 12:59
  off
• 12:59
  by
• 12:59
  saying
• 12:59
  it's
• 13:00
  difficult
• 13:00
  because
• 13:01
  honestly,
• 13:02
  if
• 13:03
  you
• 13:03
  know
• 13:03
  what
• 13:03
  you're
• 13:03
  writing
• 13:03
  about
• 13:04
  and
• 13:04
  you
• 13:04
  can
• 13:04
  create
• 13:05
  a
• 13:05
  proposal
• 13:06
  and
• 13:07
  you
• 13:07
  know
• 13:07
  who
• 13:08
  the
• 13:08
  publishers
• 13:08
  are,
• 13:09
  it's
• 13:09
  as
• 13:09
  simple
• 13:10
  as
• 13:10
  just
• 13:10
  going
• 13:10
  for
• 13:10
  it
• 13:10
  and
• 13:11
  biting
• 13:11
  the
• 13:11
  bullet.
• 13:12
  Because,
• 13:12
  yes,
• 13:13
  you'll
• 13:13
  get
• 13:13
  no's
• 13:14
  and
• 13:14
  you
• 13:14
  have
• 13:14
  to
• 13:14
  be
• 13:14
  resilient
• 13:15
  to
• 13:15
  it.
• 13:16
  I
• 13:16
  didn't
• 13:16
  actually
• 13:17
  submit
• 13:17
  my
• 13:17
  second
• 13:18
  one
• 13:18
  to
• 13:18
  more
• 13:18
  than
• 13:19
  one
• 13:19
  publisher.
• 13:20
  I
• 13:20
  was
• 13:20
  just
• 13:20
  damn
• 13:21
  lucky
• 13:21
  there
• 13:21
  that
• 13:22
  it
• 13:22
  was
• 13:22
  the
• 13:22
  right
• 13:22
  book
• 13:23
  at
• 13:23
  the
• 13:23
  right
• 13:23
  time.
• 13:24
  So
• 13:24
  when
• 13:24
  I
• 13:25
  published
• 13:25
  Dynamic
• 13:26
  Digital
• 13:26
  Marketing,
• 13:27
  it
• 13:27
  wasn't
• 13:27
  just
• 13:27
  about
• 13:28
  sort
• 13:28
  of
• 13:28
  sharing
• 13:29
  this
• 13:29
  framework.
• 13:31
  It
• 13:31
  was
• 13:31
  about
• 13:32
  opening
• 13:32
  the
• 13:32
  doors
• 13:33
  to,
• 13:34
  like,
• 13:34
  international
• 13:35
  speaking
• 13:35
  gigs,
• 13:37
  media
• 13:37
  features
• 13:38
  and
• 13:38
  collaborations
• 13:39
  that,
• 13:40
  to
• 13:40
  be
• 13:40
  honest,
• 13:41
  would
• 13:41
  have
• 13:41
  taken
• 13:41
  a
• 13:41
  lot
• 13:42
  longer
• 13:42
  to
• 13:42
  land.
• 13:43
  And,
• 13:43
  you
• 13:44
  know,
• 13:45
  for
• 13:45
  me,
• 13:45
  it
• 13:45
  wasn't
• 13:46
  about
• 13:46
  selling
• 13:46
  millions
• 13:47
  of
• 13:47
  copies.
• 13:47
  And
• 13:48
  when
• 13:48
  you
• 13:48
  actually
• 13:48
  look
• 13:48
  at
• 13:48
  the
• 13:49
  stats
• 13:49
  of
• 13:49
  how
• 13:49
  many
• 13:49
  the
• 13:50
  average
• 13:50
  author
• 13:50
  sells,
• 13:51
  it's
• 13:51
  not
• 13:51
  that
• 13:52
  many.
• 13:52
  It
• 13:53
  was
• 13:53
  about
• 13:53
  having
• 13:53
  this
• 13:53
  sort
• 13:54
  of
• 13:54
  tangible
• 13:55
  authority
• 13:57
  and,
• 13:58
  and
• 13:58
  building
• 13:58
  an
• 13:58
  asset
• 13:59
  that
• 14:00
  I
• 14:00
  could
• 14:00
  literally
• 14:01
  put
• 14:01
  into
• 14:01
  someone's
• 14:01
  hands
• 14:02
  and
• 14:02
  I
• 14:03
  could
• 14:03
  deliver
• 14:03
  to
• 14:03
  people's
• 14:04
  doors.
• 14:04
  And,
• 14:05
  you
• 14:05
  know,
• 14:05
  I
• 14:06
  think
• 14:06
  the
• 14:06
  joy
• 14:06
  is
• 14:06
  never
• 14:07
  gone
• 14:07
  that
• 14:07
  even
• 14:08
  now,
• 14:08
  you
• 14:08
  know,
• 14:08
  we're
• 14:08
  still
• 14:09
  selling
• 14:09
  books
• 14:09
  every
• 14:10
  single
• 14:10
  day.
• 14:10
  And
• 14:11
  then
• 14:11
  someone
• 14:11
  sends
• 14:12
  me
• 14:12
  a
• 14:12
  photo
• 14:13
  of
• 14:13
  my
• 14:14
  book
• 14:14
  on
• 14:14
  a
• 14:14
  beach
• 14:15
  in,
• 14:15
  you
• 14:15
  know,
• 14:16
  Singapore
• 14:16
  or,
• 14:17
  you
• 14:17
  know,
• 14:17
  somewhere
• 14:18
  like
• 14:18
  that.
• 14:18
  And
• 14:18
  it's
• 14:18
  just
• 14:19
  crazy
• 14:19
  because,
• 14:20
  you
• 14:21
  know,
• 14:21
  this
• 14:21
  is
• 14:21
  something
• 14:22
  that
• 14:22
  came
• 14:22
  from
• 14:23
  me
• 14:23
  and
• 14:23
  I.
• 14:24
  I
• 14:24
  want
• 14:24
  you
• 14:24
  to
• 14:24
  understand
• 14:25
  that
• 14:26
  if
• 14:26
  you
• 14:27
  have
• 14:27
  the
• 14:28
  compulsion
• 14:28
  and
• 14:29
  you
• 14:29
  really
• 14:30
  know
• 14:30
  that
• 14:30
  you
• 14:30
  have
• 14:30
  a
• 14:31
  book
• 14:31
  within
• 14:31
  you,
• 14:31
  do
• 14:32
  it
• 14:32
  and,
• 14:32
  and
• 14:32
  just
• 14:33
  don't
• 14:33
  wait.
• 14:33
  Just
• 14:34
  like,
• 14:34
  take
• 14:34
  the
• 14:34
  opportunity.
• 14:35
  Because
• 14:36
  when
• 14:37
  you
• 14:37
  do
• 14:38
  a
• 14:38
  book,
• 14:38
  it
• 14:39
  can
• 14:39
  absolutely
• 14:40
  help
• 14:40
  position.
• 14:40
  It
• 14:41
  can
• 14:41
  help,
• 14:41
  you
• 14:41
  know,
• 14:42
  escalate
• 14:43
  your
• 14:43
  business.
• 14:43
  And
• 14:45
  it's,
• 14:45
  I
• 14:45
  guess
• 14:46
  someone
• 14:46
  said
• 14:47
  to
• 14:47
  me
• 14:47
  once,
• 14:47
  you
• 14:47
  know,
• 14:47
  like,
• 14:47
  think
• 14:48
  of
• 14:48
  your
• 14:48
  book
• 14:48
  like
• 14:48
  a
• 14:48
  launchpad.
• 14:49
  And
• 14:49
  it
• 14:49
  kind
• 14:49
  of
• 14:50
  is,
• 14:50
  because
• 14:51
  if
• 14:51
  you
• 14:51
  think
• 14:51
  about
• 14:51
  all
• 14:52
  of
• 14:52
  the
• 14:52
  different
• 14:52
  entrepreneurs
• 14:53
  in
• 14:53
  the
• 14:53
  world,
• 14:54
  they're
• 14:54
  using
• 14:55
  their
• 14:55
  book
• 14:55
  as
• 14:56
  kind
• 14:56
  of
• 14:56
  like
• 14:56
  the
• 14:56
  starting
• 14:57
  point
• 14:57
  of
• 14:57
  their
• 14:57
  ecosystem.
• 14:59
  And
• 15:00
  you
• 15:00
  know,
• 15:00
  it
• 15:00
  could
• 15:01
  be
• 15:01
  like
• 15:01
  the
• 15:01
  entry
• 15:02
  point
• 15:02
  to
• 15:02
  online
• 15:02
  programs
• 15:03
  or
• 15:03
  retreats
• 15:04
  or
• 15:04
  different
• 15:05
  things.
• 15:05
  And
• 15:05
  at
• 15:06
  the
• 15:06
  moment,
• 15:07
  I'm
• 15:07
  in
• 15:07
  the
• 15:07
  process
• 15:08
  of
• 15:08
  finishing
• 15:09
  my
• 15:09
  third
• 15:09
  book
• 15:10
  and
• 15:10
  just
• 15:10
  tweaking
• 15:11
  with
• 15:11
  the
• 15:11
  manuscript
• 15:12
  and
• 15:12
  I'm
• 15:12
  talking
• 15:13
  to
• 15:13
  publishers
• 15:14
  and
• 15:14
  seeing
• 15:14
  where
• 15:14
  it
• 15:14
  goes.
• 15:15
  So
• 15:16
  I
• 15:17
  am
• 15:17
  open
• 15:17
  to
• 15:17
  the
• 15:18
  opportunity.
• 15:18
  But
• 15:19
  I
• 15:19
  know
• 15:19
  exactly
• 15:20
  why
• 15:20
  I
• 15:21
  am
• 15:21
  doing
• 15:21
  the
• 15:21
  book.
• 15:21
  So
• 15:22
  this
• 15:22
  is
• 15:22
  something
• 15:22
  that
• 15:23
  I
• 15:23
  want
• 15:23
  you
• 15:23
  to
• 15:24
  think
• 15:24
  about.
• 15:24
  Because
• 15:26
  every
• 15:26
  chapter
• 15:27
  can
• 15:27
  be
• 15:27
  content
• 15:28
  and
• 15:28
  every
• 15:28
  case
• 15:29
  study
• 15:31
  can
• 15:31
  be
• 15:31
  a
• 15:31
  podcast
• 15:32
  episode.
• 15:33
  You
• 15:33
  know,
• 15:33
  you
• 15:33
  can
• 15:34
  take
• 15:34
  parts
• 15:34
  of
• 15:35
  your
• 15:35
  book
• 15:35
  and
• 15:35
  break
• 15:35
  it
• 15:36
  down
• 15:36
  in
• 15:36
  your
• 15:36
  social
• 15:37
  media
• 15:38
  and
• 15:38
  every
• 15:39
  single
• 15:39
  principle
• 15:40
  that
• 15:40
  you
• 15:40
  are
• 15:40
  covering
• 15:41
  in
• 15:41
  your
• 15:42
  book,
• 15:42
  it
• 15:43
  can
• 15:43
  be
• 15:43
  kind
• 15:43
  of
• 15:43
  like
• 15:43
  your
• 15:44
  signature
• 15:44
  workshop,
• 15:45
  it
• 15:45
  can
• 15:45
  be
• 15:46
  your
• 15:47
  signature
• 15:47
  speech,
• 15:48
  your
• 15:48
  keynote
• 15:48
  or
• 15:48
  whatever.
• 15:50
  So
• 15:51
  think
• 15:51
  about
• 15:51
  the
• 15:51
  brand
• 15:52
  with
• 15:52
  the
• 15:52
  book
• 15:53
  and
• 15:53
  the
• 15:53
  business
• 15:53
  and
• 15:54
  think
• 15:54
  about
• 15:54
  how
• 15:54
  it
• 15:54
  all
• 15:55
  aligns.
• 15:55
  You
• 15:55
  know,
• 15:56
  does
• 15:56
  it
• 15:56
  all
• 15:56
  have
• 15:57
  that
• 15:58
  strong
• 15:58
  correlation,
• 15:59
  that
• 15:59
  strong
• 16:00
  bond
• 16:00
  where
• 16:01
  it
• 16:01
  feels
• 16:02
  congruent
• 16:02
  from.
• 16:02
  The
• 16:03
  book
• 16:03
  talks
• 16:03
  about
• 16:04
  aspects
• 16:05
  that
• 16:05
  the
• 16:05
  signature
• 16:06
  speech
• 16:07
  takes
• 16:07
  key
• 16:07
  concepts
• 16:08
  and
• 16:08
  the
• 16:08
  podcast
• 16:09
  is
• 16:09
  again
• 16:09
  an
• 16:10
  evolution
• 16:10
  and
• 16:12
  an
• 16:12
  iteration
• 16:12
  of
• 16:13
  that,
• 16:13
  that,
• 16:14
  that
• 16:14
  book
• 16:14
  and
• 16:14
  that,
• 16:15
  those
• 16:15
  topics.
• 16:16
  And
• 16:16
  when
• 16:16
  you
• 16:16
  structure
• 16:17
  your
• 16:17
  book
• 16:18
  with
• 16:18
  your
• 16:19
  business
• 16:19
  in
• 16:19
  mind,
• 16:19
  this
• 16:20
  is
• 16:20
  when
• 16:20
  the
• 16:20
  strategy
• 16:21
  starts
• 16:21
  to
• 16:21
  come
• 16:21
  into
• 16:21
  play.
• 16:22
  I've
• 16:22
  seen
• 16:22
  so
• 16:22
  many
• 16:22
  people
• 16:22
  do
• 16:23
  books
• 16:23
  that
• 16:23
  don't
• 16:23
  relate
• 16:24
  to
• 16:24
  what
• 16:24
  they
• 16:24
  do
• 16:25
  and
• 16:25
  they
• 16:25
  struggle
• 16:25
  to
• 16:25
  see
• 16:26
  what
• 16:26
  the
• 16:26
  success
• 16:26
  factors
• 16:27
  are.
• 16:28
  And
• 16:29
  my
• 16:29
  advice
• 16:29
  would
• 16:30
  be
• 16:30
  is
• 16:30
  think
• 16:31
  of
• 16:31
  the
• 16:31
  book
• 16:31
  as
• 16:32
  the
• 16:32
  brand
• 16:33
  and
• 16:33
  bring
• 16:33
  it
• 16:34
  into
• 16:34
  that
• 16:34
  brand
• 16:35
  umbrella.
• 16:36
  Because
• 16:37
  when
• 16:38
  you
• 16:38
  structure
• 16:38
  it
• 16:38
  that
• 16:39
  way,
• 16:40
  it
• 16:40
  becomes
• 16:40
  this
• 16:41
  kind
• 16:41
  of
• 16:41
  like
• 16:41
  marketing
• 16:42
  empire.
• 16:43
  And
• 16:43
  I
• 16:43
  think
• 16:44
  what's
• 16:44
  fascinating
• 16:44
  is
• 16:45
  that
• 16:45
  I've
• 16:46
  seen
• 16:46
  clients
• 16:47
  turn
• 16:47
  their
• 16:47
  books
• 16:48
  into
• 16:48
  multi
• 16:49
  six,
• 16:49
  multi
• 16:50
  seven
• 16:50
  figure
• 16:51
  streams
• 16:52
  without
• 16:52
  relying
• 16:53
  on
• 16:53
  book
• 16:53
  sales
• 16:54
  alone.
• 16:54
  Because
• 16:55
  that's
• 16:55
  another
• 16:55
  thing
• 16:56
  like,
• 16:56
  yes,
• 16:57
  you'll
• 16:57
  get
• 16:57
  royalties,
• 16:58
  yes,
• 16:58
  if
• 16:58
  you
• 16:58
  go
• 16:58
  with
• 16:58
  a
• 16:58
  publisher,
• 16:59
  you
• 16:59
  get
• 16:59
  an
• 16:59
  advance.
• 17:00
  But
• 17:01
  you
• 17:01
  know,
• 17:01
  you
• 17:01
  have
• 17:02
  to
• 17:02
  think
• 17:02
  about
• 17:03
  commercially,
• 17:03
  what
• 17:04
  are
• 17:04
  the
• 17:04
  other
• 17:04
  bits
• 17:05
  that
• 17:05
  go
• 17:05
  with
• 17:05
  it.
• 17:05
  You,
• 17:06
  yes,
• 17:06
  there
• 17:06
  are
• 17:06
  some
• 17:06
  people
• 17:06
  in
• 17:07
  the
• 17:07
  world
• 17:07
  who
• 17:08
  are
• 17:08
  obviously
• 17:09
  just
• 17:09
  authors,
• 17:10
  but
• 17:11
  you've
• 17:11
  got
• 17:12
  to
• 17:12
  think
• 17:12
  about
• 17:12
  the
• 17:12
  type
• 17:12
  of
• 17:12
  book
• 17:13
  you're
• 17:13
  writing.
• 17:13
  And
• 17:14
  you
• 17:14
  know,
• 17:14
  if
• 17:14
  you're
• 17:15
  writing
• 17:15
  something
• 17:16
  that
• 17:16
  is
• 17:17
  in
• 17:17
  line
• 17:17
  with
• 17:17
  your
• 17:18
  business,
• 17:18
  then
• 17:18
  it's
• 17:19
  only
• 17:19
  going
• 17:19
  to
• 17:19
  act
• 17:20
  as
• 17:20
  the
• 17:20
  catalyst.
• 17:22
  So
• 17:22
  think
• 17:22
  of
• 17:23
  your
• 17:23
  book
• 17:24
  as
• 17:24
  kind
• 17:24
  of
• 17:24
  like
• 17:25
  this
• 17:25
  first
• 17:26
  step
• 17:26
  in
• 17:26
  the
• 17:26
  Customer
• 17:27
  journey.
• 17:28
  So
• 17:28
  I
• 17:28
  always
• 17:29
  talk
• 17:29
  about
• 17:29
  the
• 17:29
  fact
• 17:29
  that
• 17:30
  there
• 17:30
  are
• 17:30
  five
• 17:31
  critical
• 17:31
  factors
• 17:32
  required
• 17:32
  to
• 17:32
  scale
• 17:33
  your
• 17:33
  business
• 17:33
  model
• 17:35
  mapping,
• 17:35
  which
• 17:35
  is
• 17:35
  the
• 17:36
  customer
• 17:36
  journey,
• 17:37
  mindset,
• 17:38
  marketing,
• 17:39
  and
• 17:39
  money.
• 17:40
  Think
• 17:41
  of
• 17:41
  those
• 17:41
  five
• 17:42
  aspects
• 17:42
  and
• 17:43
  think
• 17:43
  about
• 17:43
  how
• 17:44
  the
• 17:44
  book
• 17:44
  comes
• 17:44
  into
• 17:45
  and
• 17:45
  how
• 17:45
  it
• 17:46
  feeds
• 17:46
  into
• 17:46
  it,
• 17:47
  because
• 17:47
  you
• 17:47
  don't
• 17:47
  want
• 17:48
  to
• 17:48
  rely
• 17:48
  just
• 17:48
  on
• 17:49
  book
• 17:49
  sales.
• 17:50
  And
• 17:51
  then
• 17:51
  I
• 17:51
  guess,
• 17:52
  finally,
• 17:52
  you
• 17:53
  know,
• 17:53
  the
• 17:53
  last
• 17:53
  aspect
• 17:54
  is
• 17:54
  the
• 17:54
  legacy
• 17:55
  lens.
• 17:55
  And,
• 17:56
  you
• 17:56
  know,
• 17:57
  what
• 17:57
  I
• 17:57
  always
• 17:57
  talk
• 17:58
  about
• 17:58
  is
• 17:58
  that
• 17:59
  when
• 18:00
  you
• 18:01
  are
• 18:01
  writing
• 18:01
  your
• 18:01
  book,
• 18:02
  you
• 18:02
  are
• 18:02
  opening
• 18:03
  yourself
• 18:03
  up.
• 18:04
  It
• 18:04
  is
• 18:04
  quite
• 18:05
  a
• 18:05
  strange
• 18:06
  process
• 18:06
  to.
• 18:07
  To
• 18:07
  put
• 18:07
  all
• 18:08
  your
• 18:08
  inner
• 18:08
  feelings
• 18:09
  out
• 18:09
  there
• 18:09
  into
• 18:10
  the
• 18:10
  world.
• 18:10
  But
• 18:11
  most
• 18:11
  of
• 18:12
  the
• 18:12
  work
• 18:12
  we
• 18:12
  do
• 18:13
  in
• 18:13
  business
• 18:13
  is
• 18:13
  quite
• 18:14
  fleeting.
• 18:15
  And,
• 18:15
  you
• 18:16
  know,
• 18:16
  it
• 18:16
  could
• 18:16
  be
• 18:16
  like
• 18:16
  you
• 18:16
  do
• 18:17
  a
• 18:17
  social
• 18:17
  post,
• 18:17
  it
• 18:18
  could
• 18:18
  be
• 18:18
  an
• 18:19
  email,
• 18:21
  you
• 18:21
  know,
• 18:21
  a
• 18:21
  marketing
• 18:22
  campaign.
• 18:23
  But
• 18:23
  a
• 18:24
  book
• 18:24
  is
• 18:24
  different.
• 18:25
  It's.
• 18:25
  It's
• 18:25
  a
• 18:25
  tangible
• 18:26
  entity
• 18:26
  and
• 18:26
  it's
• 18:27
  something
• 18:27
  that
• 18:27
  lasts.
• 18:28
  And.
• 18:29
  And
• 18:29
  again,
• 18:29
  you
• 18:29
  know,
• 18:30
  your
• 18:30
  words
• 18:31
  and
• 18:31
  your
• 18:32
  frameworks
• 18:32
  and
• 18:33
  your
• 18:33
  ideas,
• 18:33
  you
• 18:34
  know,
• 18:34
  they
• 18:34
  live
• 18:35
  on
• 18:35
  in
• 18:36
  someone
• 18:36
  else's
• 18:37
  minds,
• 18:37
  in
• 18:37
  someone
• 18:38
  else's
• 18:38
  hands,
• 18:39
  in
• 18:39
  someone
• 18:39
  else's
• 18:39
  business
• 18:40
  and
• 18:40
  bookshelf
• 18:41
  for
• 18:41
  many
• 18:42
  years
• 18:42
  to
• 18:42
  come.
• 18:43
  And
• 18:43
  I
• 18:43
  think
• 18:43
  that
• 18:45
  is
• 18:45
  something
• 18:46
  that,
• 18:46
  you
• 18:46
  know,
• 18:47
  should
• 18:47
  make
• 18:48
  everyone
• 18:48
  smile
• 18:49
  because
• 18:50
  that's
• 18:50
  an
• 18:50
  important,
• 18:51
  you
• 18:51
  know,
• 18:52
  transformation
• 18:52
  that
• 18:52
  we're
• 18:53
  giving.
• 18:53
  And
• 18:54
  when
• 18:54
  somebody
• 18:54
  reads
• 18:55
  your
• 18:55
  book,
• 18:55
  you
• 18:56
  know,
• 18:56
  you.
• 18:56
  You
• 18:56
  know
• 18:57
  it
• 18:57
  yourself.
• 18:57
  When
• 18:57
  you're
• 18:58
  reading,
• 18:58
  you're
• 18:58
  creating
• 18:59
  this
• 18:59
  movie
• 19:00
  in
• 19:00
  your
• 19:00
  mind,
• 19:01
  aren't
• 19:01
  you?
• 19:01
  And
• 19:02
  you're
• 19:02
  playing
• 19:02
  it
• 19:02
  out.
• 19:03
  And
• 19:03
  that,
• 19:03
  again,
• 19:04
  I
• 19:04
  think,
• 19:05
  is
• 19:05
  just
• 19:05
  fascinating
• 19:06
  to
• 19:06
  think
• 19:06
  that,
• 19:07
  you
• 19:07
  know,
• 19:08
  your
• 19:08
  words
• 19:09
  go
• 19:09
  into
• 19:09
  someone
• 19:09
  else's
• 19:10
  mind
• 19:10
  and
• 19:11
  play
• 19:11
  out
• 19:11
  a
• 19:11
  vision
• 19:12
  and
• 19:12
  a
• 19:12
  movie
• 19:13
  in
• 19:13
  their
• 19:13
  head.
• 19:15
  So
• 19:15
  one
• 19:15
  of
• 19:15
  my
• 19:16
  proudest
• 19:16
  moments
• 19:17
  was
• 19:17
  obviously
• 19:18
  having,
• 19:19
  you
• 19:19
  know,
• 19:19
  character
• 19:20
  building
• 19:21
  archived
• 19:21
  in
• 19:21
  the
• 19:22
  British
• 19:22
  Library
• 19:24
  and
• 19:24
  the
• 19:24
  fact
• 19:24
  that
• 19:24
  my
• 19:25
  work
• 19:25
  was
• 19:26
  alongside,
• 19:26
  sort
• 19:27
  of,
• 19:27
  you
• 19:27
  know,
• 19:27
  some
• 19:28
  famous
• 19:28
  authors
• 19:30
  that
• 19:30
  are
• 19:30
  no
• 19:30
  longer
• 19:31
  with
• 19:31
  us,
• 19:31
  and
• 19:32
  I
• 19:32
  was
• 19:32
  preserving
• 19:33
  the
• 19:33
  memory
• 19:33
  of
• 19:33
  people
• 19:33
  who'd
• 19:34
  written
• 19:35
  in
• 19:35
  my
• 19:35
  book.
• 19:36
  But
• 19:37
  it's
• 19:38
  not
• 19:38
  just
• 19:38
  about
• 19:39
  building
• 19:39
  a
• 19:39
  business
• 19:40
  and
• 19:40
  a
• 19:40
  brand.
• 19:40
  You
• 19:40
  know,
• 19:41
  there's
• 19:41
  a
• 19:41
  deeper
• 19:41
  sense
• 19:42
  here.
• 19:42
  So
• 19:43
  you've
• 19:43
  got
• 19:43
  to
• 19:43
  think
• 19:43
  about
• 19:43
  why,
• 19:44
  like,
• 19:44
  what
• 19:44
  is
• 19:45
  your
• 19:45
  why
• 19:45
  behind
• 19:45
  the
• 19:45
  book?
• 19:46
  And
• 19:47
  have
• 19:47
  some
• 19:47
  conviction
• 19:48
  around
• 19:48
  it
• 19:48
  and
• 19:48
  get
• 19:49
  clarity.
• 19:49
  Because
• 19:50
  why,
• 19:51
  when
• 19:51
  you
• 19:51
  write
• 19:51
  with
• 19:51
  the
• 19:51
  legacy
• 19:52
  lens
• 19:52
  in
• 19:53
  mind,
• 19:53
  you're
• 19:54
  not
• 19:54
  just
• 19:54
  thinking
• 19:55
  about
• 19:55
  revenue,
• 19:57
  you're
• 19:57
  thinking
• 19:57
  about
• 19:58
  creating
• 19:59
  assets
• 19:59
  that
• 20:00
  work
• 20:00
  for
• 20:01
  long
• 20:01
  after
• 20:02
  you
• 20:02
  know
• 20:02
  them.
• 20:02
  Just
• 20:03
  reading
• 20:03
  the
• 20:03
  book
• 20:04
  and
• 20:04
  assets
• 20:04
  that
• 20:05
  are
• 20:05
  telling
• 20:05
  your
• 20:06
  story
• 20:06
  and
• 20:07
  you're
• 20:08
  sharing
• 20:08
  your
• 20:09
  message
• 20:09
  and
• 20:10
  you're
• 20:10
  inspiring
• 20:11
  action.
• 20:11
  And
• 20:12
  this
• 20:12
  can
• 20:12
  be
• 20:12
  for
• 20:12
  decades
• 20:13
  to
• 20:13
  come.
• 20:14
  So
• 20:15
  my
• 20:16
  final
• 20:16
  thoughts
• 20:16
  on
• 20:17
  this
• 20:17
  is
• 20:17
  that
• 20:18
  if
• 20:19
  you've
• 20:19
  got
• 20:19
  a
• 20:19
  book,
• 20:20
  think
• 20:21
  about
• 20:21
  the
• 20:21
  brand,
• 20:21
  think
• 20:22
  about
• 20:22
  the
• 20:22
  critical
• 20:22
  factors,
• 20:23
  and
• 20:23
  think
• 20:23
  what
• 20:24
  you
• 20:24
  want
• 20:24
  it
• 20:24
  to
• 20:24
  do,
• 20:25
  and
• 20:25
  most
• 20:25
  importantly,
• 20:26
  think
• 20:26
  about
• 20:26
  what
• 20:27
  you
• 20:27
  want
• 20:27
  the
• 20:28
  reader
• 20:28
  to
• 20:28
  think,
• 20:29
  feel,
• 20:29
  and
• 20:29
  do.
• 20:30
  Because
• 20:31
  if
• 20:31
  you've
• 20:31
  been
• 20:32
  sitting
• 20:32
  on
• 20:32
  a
• 20:32
  book
• 20:33
  and,
• 20:33
  you
• 20:34
  know,
• 20:34
  waiting
• 20:35
  for
• 20:35
  the
• 20:35
  right
• 20:35
  time,
• 20:35
  there
• 20:36
  is
• 20:36
  no
• 20:36
  perfect
• 20:36
  time.
• 20:37
  You
• 20:37
  know,
• 20:37
  you
• 20:37
  don't
• 20:38
  have
• 20:38
  to
• 20:38
  know
• 20:38
  anything,
• 20:39
  you
• 20:39
  know,
• 20:40
  apart
• 20:40
  from
• 20:40
  what
• 20:40
  you're
• 20:41
  writing
• 20:41
  about.
• 20:41
  And
• 20:42
  the
• 20:42
  right
• 20:42
  time
• 20:43
  is.
• 20:43
  Is
• 20:44
  honestly,
• 20:44
  like
• 20:45
  when
• 20:45
  you
• 20:45
  realize
• 20:46
  that
• 20:46
  your
• 20:46
  message
• 20:47
  deserves
• 20:48
  this
• 20:48
  bigger
• 20:49
  stage
• 20:49
  and
• 20:51
  your
• 20:51
  business
• 20:51
  needs,
• 20:52
  like,
• 20:53
  I
• 20:53
  guess,
• 20:53
  a
• 20:53
  credibility
• 20:54
  boost,
• 20:54
  you
• 20:54
  know,
• 20:55
  you
• 20:55
  feel
• 20:55
  like
• 20:55
  now
• 20:55
  is
• 20:56
  the
• 20:56
  right
• 20:56
  time
• 20:56
  to.
• 20:57
  To
• 20:57
  use
• 20:57
  it
• 20:57
  as
• 20:58
  a
• 20:58
  position
• 20:58
  or
• 20:58
  a
• 20:58
  way
• 20:59
  to
• 20:59
  kind
• 20:59
  of
• 20:59
  open
• 20:59
  up
• 21:00
  more
• 21:00
  opportunities.
• 21:02
  And
• 21:02
  your
• 21:02
  legacy,
• 21:03
  after
• 21:03
  all,
• 21:03
  is.
• 21:03
  Is
• 21:04
  absolutely
• 21:04
  worth
• 21:05
  documenting.
• 21:06
  And
• 21:06
  never
• 21:07
  kind
• 21:07
  of
• 21:07
  get
• 21:07
  the
• 21:07
  impact.
• 21:08
  Never
• 21:09
  let
• 21:09
  the
• 21:09
  imposter
• 21:10
  syndrome
• 21:11
  get
• 21:11
  the
• 21:11
  better
• 21:11
  of
• 21:11
  you,
• 21:12
  because
• 21:14
  it
• 21:14
  will
• 21:14
  always
• 21:15
  come
• 21:15
  up
• 21:15
  with
• 21:15
  reasons
• 21:16
  why
• 21:16
  not
• 21:16
  to.
• 21:16
  And
• 21:17
  again,
• 21:17
  you
• 21:17
  can
• 21:17
  do
• 21:17
  an
• 21:18
  audit,
• 21:18
  find
• 21:19
  out
• 21:19
  what.
• 21:20
  What
• 21:20
  are
• 21:20
  the
• 21:20
  opportunities
• 21:21
  of
• 21:21
  writing
• 21:21
  this
• 21:22
  book
• 21:22
  over
• 21:22
  not.
• 21:22
  And
• 21:23
  I
• 21:23
  honestly
• 21:24
  think
• 21:24
  that
• 21:25
  there's.
• 21:25
  There's
• 21:25
  less
• 21:26
  risk
• 21:26
  in
• 21:26
  writing,
• 21:27
  but
• 21:28
  there's
• 21:28
  more
• 21:28
  recklessness
• 21:29
  in
• 21:29
  not,
• 21:29
  you
• 21:30
  know,
• 21:30
  so
• 21:31
  if
• 21:31
  you're
• 21:31
  ready
• 21:32
  to
• 21:32
  make
• 21:32
  it
• 21:32
  happen
• 21:32
  and
• 21:33
  you.
• 21:33
  You
• 21:33
  just
• 21:33
  want
• 21:34
  to
• 21:34
  find
• 21:34
  out
• 21:34
  more
• 21:34
  about
• 21:34
  what
• 21:35
  I
• 21:35
  did,
• 21:35
  my
• 21:35
  book,
• 21:35
  reach
• 21:36
  out,
• 21:36
  you
• 21:36
  know,
• 21:36
  and
• 21:37
  I'll
• 21:37
  gladly
• 21:38
  share
• 21:38
  my
• 21:38
  story.
• 21:39
  I
• 21:39
  talk
• 21:39
  a
• 21:39
  lot
• 21:40
  about,
• 21:40
  obviously,
• 21:41
  my
• 21:41
  book,
• 21:41
  my
• 21:42
  journey
• 21:42
  on
• 21:42
  Instagram
• 21:43
  and
• 21:43
  LinkedIn,
• 21:44
  my
• 21:45
  social
• 21:45
  channels.
• 21:46
  So
• 21:46
  make
• 21:46
  sure
• 21:47
  you're
• 21:47
  following.
• 21:47
  And
• 21:48
  yeah,
• 21:48
  again,
• 21:49
  remember,
• 21:50
  if
• 21:51
  the
• 21:51
  book
• 21:52
  is
• 21:52
  something
• 21:53
  that
• 21:53
  you
• 21:53
  really,
• 21:53
  really
• 21:54
  want
• 21:54
  to
• 21:54
  do,
• 21:55
  make
• 21:55
  it
• 21:55
  happen.