Latest / Beyond Fulfillment Podcast / Messaging Was More Important Than The Product: Aurora Winter and Her Journey

Transcript

Messaging Was More Important Than The Product: Aurora Winter and Her Journey · Beyond Fulfillment Podcast

• 0:00
  we changed seven words in our marketing.
• 0:02
  And those seven words made three million dollars in one week.
• 0:08
  But you know what I wasn't ready for,
• 0:10
  I wasn't ready for them to say yes.
• 0:12
  hey, how can we communicate in a way that AI also picks it up?
• 0:17
  the right words to the right people at the right time can change
• 0:20
  the trajectory of your life and your business forever.
• 0:30
  All right, Aurora Winter, welcome to Beyond Fulfillment.
• 0:34
  It's great to be on the show with you,
• 0:35
  Dave.
• 0:36
  Yes, thank you so much for being here.
• 0:38
  So, Aurora, you are a serial entrepreneur.
• 0:42
  You're a best selling author multiple times.
• 0:45
  You've written ten books actually,
• 0:47
  ~ and you've had quite quite a long,
• 0:50
  successful, illustrious career.
• 0:52
  ~ just to set the stage for our listeners,
• 0:55
  can you talk about how you became an entrepreneur and how it all got started?
• 0:59
  Absolutely. Well, I've got many entrepreneurial stories because I've launched
• 1:03
  multiple businesses, but I'll take you back to the beginning.
• 1:06
  So just freshly graduated from university.
• 1:10
  My husband and I started a business because we were madly in love,
• 1:13
  which is not the best plan for starting a business necessarily,
• 1:16
  but I did have what I thought was a million dollar idea.
• 1:19
  Unfortunately, the market didn't see it that way.
• 1:23
  And we were looking at our credit card debt,
• 1:25
  we're looking at how much more runway do we have before we have to
• 1:28
  Admit defeat and go back and get regular jobs.
• 1:31
  And then we changed seven words in our marketing.
• 1:35
  And those seven words made three million dollars in one week.
• 1:41
  We didn't change the product, we didn't change the team,
• 1:44
  we didn't change the price. The only thing that changed
• 1:47
  was the million-dollar message.
• 1:50
  So that was the first time I realized how important words are to create.
• 1:56
  prosperity for a business. You might have you might be sitting
• 2:00
  in this same situation yourself with a business or the listener might be,
• 2:03
  you know, maybe you don't need to change your team or your product or your pricing,
• 2:08
  but maybe your message is just not catching the imagination of the listeners.
• 2:13
  And to make this to drive this point home,
• 2:15
  I will explain that it's often the smarter,
• 2:18
  more educated people who have the worst messages.
• 2:21
  And in fact, while our business was on the verge of bankruptcy,
• 2:25
  I was giving people like a phone book size document that could answer
• 2:29
  all their questions that they could take to their lawyer and their accountant.
• 2:32
  And that did nothing to move the needle on sales.
• 2:36
  But when we changed the message to five weeks of Sun,
• 2:41
  fun and tax shelter, people leaned in and said,
• 2:45
  Tell me more. What? Sun, fun and tax shelter.
• 2:48
  It's kind of like a stand-up comedy.
• 2:49
  Like you don't expect
• 2:51
  tax shelter to come after five weeks of sun fun and tax shelter is
• 2:55
  not where your brain is going.
• 2:57
  And so that was the same thing that I was offering before,
• 3:00
  which was basically how to ~ turn a a boat into a business and keep
• 3:06
  10% personal use, which was five weeks,
• 3:09
  and write off the boat with accelerated depreciation.
• 3:13
  But the accelerated depreciation message did not work.
• 3:17
  But the five weeks in Sun Fun attack shelter got us on the cover of magazines.
• 3:21
  It had radio hosts calling us and it generated a lineup of people eager
• 3:25
  to find out about what we were doing and three million dollars of sales in one week.
• 3:29
  So that was the first time I'm like,
• 3:30
  you know what, this message thing,
• 3:31
  we gotta pay attention
• 3:32
  Yeah.
• 3:33
  to that.
• 3:34
  Okay. So so you had this business where you're basically teaching people
• 3:39
  how to use their boat like a tax shelter and obviously right?
• 3:42
  We
• 3:42
  were basically selling brand new boats into our charter fleet in Granville Island,
• 3:47
  Vancouver, BC, Canada. Or we were attempting to sell boats into
• 3:51
  the charter fleet before we had the right message,
• 3:54
  but after we had the right message and you know,
• 3:57
  the each boat was eighty to a hundred thousand dollars,
• 3:59
  so didn't take that many sales to make three million dollars.
• 4:03
  Okay. All right. And so prior to that,
• 4:05
  what was the message? Do you remember even what it was?
• 4:07
  Prior to that,
• 4:08
  yeah, prior to that the message was very academic 'cause
• 4:11
  I'd basically just graduated from studying economics at the University
• 4:15
  of British Columbia. So the message before that was ten percent personal use.
• 4:19
  Then you can write your boat off at thirty three and a third straight line
• 4:24
  depreciation, except in the first year,
• 4:26
  it's the half year rule, and then there's a seven percent investment tax credit.
• 4:30
  So it was very ~ intellectual and academic and you know what,
• 4:36
  when you bury people with too much information too quickly,
• 4:39
  they just zone out. And you also,
• 4:42
  from a neuroscience point of view,
• 4:44
  people buy with emotion and then justify with facts.
• 4:48
  They don't actually buy with facts.
• 4:51
  They
• 4:52
  Mm.
• 4:52
  justify with facts. So it's important to lead with the benefit
• 4:56
  or capture attention with something surprising like stand-up comic,
• 5:00
  sun fun, and tax shelter, boom boom,
• 5:02
  boom, you're not expecting that.
• 5:04
  And that's what I do now at Same Page Publishing.
• 5:06
  We help people design million dollar messages.
• 5:09
  So I've dealt with a lot of startup founders who had raised zero capital,
• 5:13
  helped them nail their message and also ~ get comfortable delivering their message
• 5:19
  on podcasts or as keynotes. And everyone that I've helped has raised seven
• 5:23
  or eight figures. And I also work with entrepreneurs to help them write books
• 5:28
  or launch YouTube channels, but really it all comes down to what's your message?
• 5:33
  And what is going to attract attention and capture emotion,
• 5:38
  not just data?
• 5:41
  Mm. Okay. So you have this,
• 5:44
  you know, you're on the verge of bankruptcy,
• 5:46
  you make this slight tweak and three million dollars in sales in one week.
• 5:49
  So what happens next?
• 5:53
  What happened next is we're two kids in our twenties and we had
• 5:55
  a million dollars cash in our bank account.
• 5:57
  We my husband and I looked at each other and we're like,
• 6:00
  hmm, shouldn't we run away? Like,
• 6:02
  of course not. But it was ~ i i it was mind blowing to me because
• 6:08
  I think like most entrepreneurs and probably most of the listeners,
• 6:13
  you don't pay enough attention or I didn't pay enough time and attention
• 6:17
  to the message. I was working hard on the
• 6:19
  product, working on the service,
• 6:21
  working on the pricing, working on the team.
• 6:23
  But what I wasn't working on was the message.
• 6:25
  And now I've discovered, I think most people are familiar with the 80-20 rule that
• 6:30
  20% of the things that you do create 80% of the results.
• 6:34
  Well I would argue that practicing communication,
• 6:38
  gathering your stories is in that top 20% of things that you do that generate
• 6:44
  80% of results. In fact, I would say it's in the 20% of 20%.
• 6:47
  So it's
• 6:49
  If you spend four percent of your time working on your message,
• 6:53
  nailing your message,
• 6:54
  And in fact I've launched, you know,
• 6:56
  multiple businesses and and
• 6:58
  That's been the case every time.
• 7:00
  It was always the message that really mattered.
• 7:04
  So after the yacht sales business,
• 7:06
  which was very successful, we grew to the largest yacht sales business
• 7:09
  in Western Canada. Then I had ~ enormous hiccup in my life.
• 7:15
  To call it hiccup is an understatement.
• 7:17
  ~ my husband died suddenly. He was only thirty three,
• 7:20
  our son was four, and as you said a minute ago,
• 7:24
  Dave, you know, he was my best friend,
• 7:25
  he was my business partner, and he was
• 7:27
  the father of our son. So that totally derailed my life.
• 7:31
  But once again, it was communication that got things back on track.
• 7:38
  I was actually invited to pitch,
• 7:39
  I'm a screenwriter, and I was invited to pitch the movie that I was working
• 7:43
  on at the Banff Media Festival.
• 7:45
  I pitched the movie script that I was working on.
• 7:48
  There's a whole fun story about that,
• 7:50
  but I won't go into those details of how that happened.
• 7:53
  And the result was it sparked a bidding war.
• 7:57
  and I my agent was fielding offers from Hollywood producers,
• 8:00
  from Canadian producers, from British producers,
• 8:03
  and all of a sudden I realized again
• 8:07
  That the right words to the right people at the right time can change
• 8:11
  the trajectory of your life and your business forever.
• 8:14
  So I had my like 15 minutes of fame there in the Canadian film business,
• 8:19
  and the result was six figures of revenue.
• 8:22
  And I, you know, then worked as an executive in film and television.
• 8:26
  I went to the Cannes Film and Television Festival.
• 8:29
  I walked the red carpet in the Oscars,
• 8:31
  you know, fast forward, started another business,
• 8:35
  raised five million dollars for a film and television.
• 8:38
  Production company that I launched with a partner in London,
• 8:40
  England, and we made eight films.
• 8:42
  And so again, a lot of practice with communication.
• 8:46
  I oversaw over 250 hours of film and television programming.
• 8:50
  So I have a lot of love as well as expertise with what makes a compelling story,
• 8:56
  whether it's entertaining, and it should,
• 8:58
  all messages should be entertaining and should grab the heartstrings
• 9:03
  at least to some extent. I think a movie is an idea.
• 9:07
  Wrapped in an emotion. So anytime you are filtering your marketing
• 9:13
  messages or the title of your book,
• 9:15
  can you make it an idea wrapped in an emotion?
• 9:20
  Or can you add a little bit of surprise?
• 10:04
  Okay. All right. I wanna go back to something you said at the beginning.
• 10:07
  The right words to the right people at the right time can change
• 10:12
  the trajectory of your life. Did I say that right?
• 10:14
  Absolutely. The right words, the right people at the right time
• 10:17
  can change the trajectory of your life or business forever.
• 10:21
  Okay. All right. And you experienced that it sounds like several times.
• 10:25
  Several times. Exactly right. Shall I tell
• 10:28
  Okay.
• 10:29
  you another story? Have you got a question instead?
• 10:31
  Yeah,
• 10:31
  yeah. Well, I have a qu so like again,
• 10:33
  right? You weren't obviously husband dies suddenly.
• 10:36
  That turned your whole world upside down.
• 10:38
  And then you go and you pitch this film script that you're working on.
• 10:42
  And it like you
• 10:43
  huh.
• 10:43
  said, you get your fifteen minutes of fame and it turns into all this other work
• 10:47
  inside the film industry. Like prior to that you were selling yachts and
• 10:51
  you had the largest yacht dealership in Western Canada and then
• 10:54
  seeing that success in film, like what's going through your head when that's
• 10:57
  happening?
• 10:57
  like when it took off, like when you get in your fifteen minutes
• 11:00
  and there's a bidding war on this script,
• 11:02
  right? going th
• 11:02
  Well, I actually wrote
• 11:03
  about I wrote about that in ~ in my book Turn Words into Wealth.
• 11:09
  Which is here, by the way, for the people watching on video,
• 11:11
  Turn Words Into Wealth. Seven Ways to Make Seven Figures as a Thought Leader,
• 11:15
  which I I'm giving away as a gift for the listeners.
• 11:18
  If they go to TurnwordsIntowealth.com,
• 11:20
  they can get a lot more information for free.
• 11:22
  They just cover shipping, but they get that free hardcover book.
• 11:25
  ~ what I confessed, I'm glad that you asked this question.
• 11:29
  I'm gonna just be authentic and tell a story on myself.
• 11:33
  It doesn't make me look very good,
• 11:34
  but it's part of how I learned.
• 11:36
  So I realized that I
• 11:39
  I had done a good pitch. I had practiced that pitch.
• 11:42
  I had paid a lot of attention to the story.
• 11:44
  I was very engaged in making a powerful story and making a powerful pitch.
• 11:49
  But you know what I wasn't ready for,
• 11:51
  Dave? I wasn't ready for them to say yes.
• 11:54
  I
• 11:56
  Mm.
• 11:56
  didn't have my ask ready.
• 11:58
  And I think this is very common,
• 12:00
  especially with creative entrepreneurs.
• 12:02
  You get so excited about what you're doing,
• 12:04
  but then you don't think it through from a business standpoint.
• 12:08
  So thank goodness I had my agent there to field offers on my behalf,
• 12:12
  but I hadn't prepared for a a yes,
• 12:16
  and I certainly hadn't pre prepared for competing offers.
• 12:20
  I just wanted them to love me and love my story.
• 12:23
  And that
• 12:25
  I achieved that. But did I have in my back pocket,
• 12:28
  hey, I want X dollars as an option,
• 12:31
  or I want to be an executive producer,
• 12:34
  or here's the package, you know,
• 12:36
  that I had one page of like five points of here's what I want.
• 12:40
  I want, you know, screenwriter credit,
• 12:42
  I want executive producer credit,
• 12:43
  I want a hundred thousand dollars,
• 12:45
  and I didn't have any of that ready.
• 12:47
  I hadn't thought it through. And so one of the things I encourage people
• 12:53
  to do in the book Turnwords into what
• 12:55
  wealth
• 12:55
  is plan on success. I think I think I'm an ordinary person and probably
• 13:00
  the mistakes that I have made and continue to make others make as well.
• 13:05
  And I think it's very common for people not,
• 13:08
  especially when they're writing their first book or they're launching their first
• 13:12
  YouTube channel or their first podcast or even if they're going
• 13:16
  in a pitch competition and they're pitching their idea to not really prepare
• 13:21
  for well what if it goes well and people say yes.
• 13:24
  Then what? So, for example, in the book Turnwards into Wealth,
• 13:28
  I really encourage people yes,
• 13:29
  put everything you can in your book.
• 13:31
  If it's a nonfiction book, you know,
• 13:32
  solve a problem for a specific kind of person and solve that problem.
• 13:36
  Don't have to withhold anything.
• 13:38
  Do your very best to completely solve that problem.
• 13:41
  But then understand that a certain percentage of people will want more.
• 13:45
  They'll want to hire you as a consultant.
• 13:47
  They'll want to have you ~ come and do a keynote speech.
• 13:50
  They'll want, you know, to engage you to help them do the same process
• 13:54
  ~ and get your support as a coach or maybe even do it with you.
• 13:58
  So prepare for a yes and have a plan.
• 14:01
  of what is the next step that some people will want and how can they
• 14:05
  get in touch with you. So have you know a link to your calendar or let people know,
• 14:10
  hey, I do this. I am a keynote speaker or I am a consultant or I am a coach
• 14:14
  or in my case at Same Page Publishing,
• 14:16
  I help people design their million dollar message
• 14:19
  and create best-selling award-winning books that really launch them
• 14:23
  as a thought leader so they can become recognized and rewarded as
• 14:27
  the leader in their industry. That's what we do.
• 14:31
  But most people,
• 14:31
  Mm.
• 14:32
  you know, also make that mistake ~ about not thinking through if they get a yes.
• 14:37
  I don't know if you have ever experienced that,
• 14:39
  Dave.
• 14:42
  it's interesting. So you're saying that people like in your case,
• 14:46
  right, you weren't re you're pitching this story or this screenplay,
• 14:49
  but you didn't even study kind of well,
• 14:52
  what's it like to negotiate a a after you sell a screenplay or what should
• 14:56
  I ask for? You didn't know any of that.
• 14:58
  Thank God you had your agent, right?
• 14:59
  ~ to to kind of save you. Okay.
• 15:01
  ~ I wasn't
• 15:03
  prepared. I wasn't prepared for yes,
• 15:04
  I'm I'm telling a story on myself there.
• 15:06
  So ~ I'd love to share another story about launching another business,
• 15:12
  unless you have a question about that.
• 15:13
  Sure. No, go ahead.
• 15:16
  So ~ fast forward here, we're bouncing around to different times in my life.
• 15:21
  but basically I took it I took an MBA in 2015 in Italy,
• 15:26
  so that was fun.
• 15:28
  But after the MBA was finished,
• 15:30
  I'm like, okay, now what? Now what?
• 15:32
  Do I want to, you know, get a job in the film and television industry again?
• 15:36
  Do I want to work for Netflix?
• 15:37
  Do I want to start my own company again?
• 15:39
  Do I want to go back to what I was doing previously?
• 15:41
  What's next? So one of the things I challenge people to do and invite people
• 15:46
  to do is a 90 day challenge. So instead of you know hiring
• 15:53
  a huge team and spending a lot on a huge office,
• 15:56
  can you test your
• 15:58
  idea for a new product or service in 90 days and get some results so that
• 16:04
  you know that you've got product market fit before you go crazy.
• 16:07
  So at that time I was known as the founder of the Grief Coach Academy.
• 16:12
  but people kept coming up to me and asking me,
• 16:14
  you know, how did you write so many books?
• 16:16
  How did you get on radio and TV and podcasts?
• 16:19
  And could I do the same? So I had a little indication that maybe some people would
• 16:23
  want help with their messaging and marketing from me.
• 16:27
  And I wanted to do a quick 90 day test.
• 16:30
  So I had a friend who was the director of coaching for Tony Robbins.
• 16:35
  He had previously interviewed me about grief coaching,
• 16:38
  and I asked him if he would.
• 16:39
  Like
• 16:39
  to interview me about marketing.
• 16:41
  He's like, Absolutely, I know that you're a serial entrepreneur.
• 16:44
  So he interviewed me for about an hour about marketing,
• 16:47
  and I talked about the three marketing mistakes that even smart people make.
• 16:52
  I liked the interview and I turned it into a short book.
• 16:55
  Here's the little book. It's called Marketing Fast Track.
• 16:58
  And I used this little book, Marketing Fast Track,
• 17:02
  And I sent out the
• 17:05
  Offer for people to get the printed book from me and they just covered shipping.
• 17:10
  So some people got the book and then I sent a series of videos adding value,
• 17:17
  building connection, building know,
• 17:19
  like and trust, and then said,
• 17:20
  hey, if you'd like help with your marketing,
• 17:22
  sign up here and we'll jump on a call and I'll see if I can help you with your with
• 17:26
  your marketing, your messaging,
• 17:27
  or maybe publishing your book.
• 17:29
  And that little book, this little short book,
• 17:31
  it's under a hundred pages, generated two hundred and fifty thousand dollars
• 17:35
  of new business in ninety days.
• 17:37
  So I just republished the book a month ago.
• 17:41
  So and it it has the front matter and the t and the back matter talks about this
• 17:44
  is what happens after, and this would happen you know after I launched
• 17:47
  the book and explains how it generated $250,000 of new business in 90 days.
• 17:52
  Now I wanna be clear, it's not like I sold $250,000 worth of books.
• 17:58
  The book was used as a lead magnet that had people put up their hand and say,
• 18:02
  Yeah, tell me more about that Aurora.
• 18:04
  And then they jumped on a call,
• 18:06
  and then I had an irresistible offer that people liked,
• 18:10
  and so that generated $250,000 of new business.
• 18:13
  So that's a very short book. Turn words into Wealth is a much longer book that's
• 18:18
  much more detailed. And I updated that book for the age of AI,
• 18:22
  and that was also published this year,
• 18:24
  March 2026. But my challenge or my invitation
• 18:28
  Is to the listeners, could you write a short book and
• 18:34
  use that as a lead magnet to help people go,
• 18:38
  yeah, I'd like to hear more from Dave,
• 18:40
  or I'd like to hear more from Tammy or whoever the case is.
• 18:43
  I'd like to hear more from Aurora,
• 18:44
  because that has worked very well for me in the past and in the present.
• 18:50
  So cle it c clearly you
• 18:53
  learned from your earlier mistake.
• 18:54
  with this one, you were ready for the yes.
• 18:56
  You had the offer lined up, you had the whole marketing plan,
• 18:57
  Yes.
• 18:59
  right?
• 19:00
  You were ready for the yes.
• 19:02
  I was ready for the yes. And in fact I'm doing this same process.
• 19:05
  So yes, I did the ~ I used the little book marketing fast track to pivot
• 19:10
  after I got my MBA, but I'm still using books as a way to identify people
• 19:15
  who would like to to find out more.
• 19:17
  And I think that most people don't understand that Amazon is the number three search
• 19:22
  engine. I know you've got your podcast on Amazon,
• 19:24
  so I'm sure that's helping your profile,
• 19:27
  Dave. But if you have a nonfiction book on Amazon,
• 19:31
  you can reach people around the world who have the problem that you
• 19:35
  or your business solves. And then the number two search
• 19:38
  engine is YouTube. So I have a YouTube channel,
• 19:41
  it's called Strategic Basics. And I think that combination of being
• 19:46
  on YouTube with showing your face so that people go,
• 19:49
  okay, this is not AI, this is a real person.
• 19:52
  So people can see your face now.
• 19:53
  Dave, if they're watching us on YouTube,
• 19:54
  they can see my face on YouTube.
• 19:56
  And then having a book or a series of books is the way to become the expert that
• 20:02
  AI quotes, not the one it replaces.
• 20:05
  Most people don't understand that AI
• 20:08
  Looks for verified sources such as Goodreads and Goodreads pulls,
• 20:13
  of course, from books on Amazon.
• 20:15
  So if you have a book on Amazon,
• 20:17
  Chat GPT and other LLMs will notice that,
• 20:20
  and they will then be more likely to cite you than if you don't have
• 20:25
  a book on Amazon. If you have a podcast,
• 20:27
  again they're more likely to cite you.
• 20:30
  So I think we can all stack the deck in our favor by communicating
• 20:34
  yes to human beings, to our prospects and our clients,
• 20:37
  but also communicating
• 20:38
  keeping an eye on,
• 20:39
  hey, how can we communicate in a way that AI also picks it up?
• 20:44
  Yeah, absolutely. Right? Because we've seen the shift go from the search
• 20:48
  the SEO really to now it's the AEO and the LLMs
• 20:52
  Exactly.
• 20:53
  are are so prominent in terms of of getting noticed in this competitive field,
• 20:58
  whatever industry you're in.
• 21:36
  So I think there's like four four things that we can do as human beings that will
• 21:41
  really help us stand out in this age of AI.
• 21:44
  And I really urge people to jump on this right now in 2026 or 2027.
• 21:49
  I think there's a huge window of opportunity right now,
• 21:52
  but it's going to get filled by the early adopters who jump on it early.
• 21:57
  So the four things that AI can never replicate ~ that are uniquely human
• 22:02
  are your stories. Like I've told a couple of stories.
• 22:05
  Confessed a couple of things on this show already.
• 22:07
  ~ nobody else has those stories.
• 22:10
  Those are my stories because they're my experience.
• 22:13
  And if you're willing to share your own stories,
• 22:17
  your challenges, your triumphs,
• 22:19
  and the stories of your clients or the people whose lives you have changed,
• 22:24
  these are things AI can never compete with.
• 22:26
  The other thing that is very human is your smile.
• 22:30
  And by that I mean, you know, human beings actually need,
• 22:33
  we don't just need
• 22:35
  information. We need connection.
• 22:37
  We thrive on connection. And so I say your smile because I wanted it to
• 22:41
  be all S's so it will all match.
• 22:43
  But when you connect with another human being and you give them a smile whether it's
• 22:48
  you know live in person over a coffee or lunch or whether it's like this
• 22:52
  on Riverside or on Zoom, that's a human to human connection and that
• 22:56
  is really meaningful and precious.
• 22:59
  The third thing is your style.
• 23:01
  So in the past people tried not to
• 23:05
  To be the tall poppy with a different point of view because we probably only knew
• 23:09
  about 150 people, but now we're living in the global economy.
• 23:14
  So I lean into this myself,
• 23:17
  and even though it's a little bit uncomfortable at times,
• 23:20
  have an opinion. Take a stand,
• 23:23
  decide what you think, and declare it.
• 23:26
  And yes, probably some people will disagree with you,
• 23:29
  but it's better to have an opinion and have 50% of people disagree with
• 23:34
  you and have the
• 23:35
  The other 50% say, you know what,
• 23:36
  I like what Dave just said. I like what Aurora just said.
• 23:39
  That's my I want to find out more.
• 23:41
  That person's on my same page.
• 23:43
  And I think it's very common for people to make the mistake of trying
• 23:46
  to be all things to all people,
• 23:47
  which means that you're not for anybody.
• 23:50
  And then the fourth thing that's very human and is a great human superpower,
• 23:54
  is ~ because again we want all S's,
• 23:58
  is Socrates. What?
• 24:01
  Socrates? How does
• 24:02
  Ha ha ha.
• 24:03
  how does he fit in this? Well,
• 24:05
  I think it's very human to ask questions.
• 24:07
  And Socrates is still well known,
• 24:10
  thousands of years after he died.
• 24:13
  For asking questions. And what I do as a coach,
• 24:17
  and what great coaches do, is they don't give the answer,
• 24:21
  they ask a powerful question, and then they wait for the person to think about
• 24:26
  it and discover the answer. And when you're willing to do that
• 24:30
  and ask powerful questions of your team,
• 24:33
  of your employees, of your clients,
• 24:35
  of your prospects, you're actually helping them grow new neural pathways
• 24:40
  in their brain. Because if I just give you the
• 24:43
  Answer, you probably forget it a day later or a minute later.
• 24:46
  But if you pause and discover the answer for yourself,
• 24:50
  you've actually made a new neural pathway and you're very likely to remember that
• 24:55
  a month later. So asking powerful questions is key.
• 24:59
  And I think I want to sound the alarm bell that if you're just always passively
• 25:04
  receiving answers from other people or from LLMs,
• 25:08
  you're not growing your brain,
• 25:09
  and this is not the way to go.
• 25:11
  So those four human
• 25:13
  Superpowers, I think, will really help people become the expert that AI quotes,
• 25:18
  not the one it repl replaces. So your stories,
• 25:20
  your style, your smile, and Socrates,
• 25:25
  and then the superpower, the one ring to rule them all,
• 25:28
  is what is your vision for your massively transformative purpose?
• 25:34
  How do you want to leave the world a better place because you were here?
• 25:39
  So those five things together,
• 25:41
  I think, make you
• 25:43
  irreplaceable as a human being.
• 25:46
  Love that. Love that. Okay. And Aurora,
• 25:49
  you you've had such a such a diverse career,
• 25:52
  right? From kind of you got out of school,
• 25:55
  you got an MBA. I don't know what your plans were initially,
• 25:58
  but that the you got into the yacht cells and kind of massive success right away.
• 26:03
  And then the Hollywood or the the film stuff,
• 26:07
  and then you've written books and you've done coaching.
• 26:09
  So you've had diverse background ~
• 26:13
  various different industries. looking back on your whole journey,
• 26:15
  what would you say has been the best part of it for you?
• 26:19
  ~
• 26:21
  best part of it for me is the creativity.
• 26:24
  So one one of the things you see is I'm launching different companies,
• 26:29
  I'm writing fiction and nonfiction books.
• 26:31
  I wrote a fantasy trilogy. And so
• 26:35
  My perspective is that, you know,
• 26:37
  we were all created by the great creator and when we express our own creativity,
• 26:43
  e even if it's in a a little drop in the bucket or a little spark here and there,
• 26:47
  or it's a book or a video or podcast,
• 26:50
  that that is ~ part of living into our divine mission on this planet.
• 26:56
  So for me anyway, whenever I'm expressing my creativity,
• 26:59
  ~ I feel alive, I feel joyful.
• 27:02
  And as an entrepreneur,
• 27:04
  I think entrepreneurs are fundamentally creative.
• 27:06
  We need to solve problems at a profit.
• 27:10
  So when I ever when every time I see a problem,
• 27:12
  I'm like, hmm, can I solve that problem?
• 27:14
  And then if I can solve that problem,
• 27:17
  I may choose to offer that solution to my clients.
• 27:21
  So for example, you know, I'm not a ghostwriter.
• 27:23
  I don't just simply interview people and then help them create a book because that's
• 27:28
  that's not the biggest problem that I can solve.
• 27:30
  So at same page publishing, we look
• 27:33
  Launch Thought Leaders, which means your million dollar message,
• 27:36
  your book, your YouTube channel,
• 27:39
  your media train, you get on podcasts,
• 27:41
  you're ready to keynote, it's the whole package,
• 27:44
  and you get a best selling award winning book.
• 27:46
  That has solved ~ over a dozen problems and then put them together in
• 27:51
  a package so that it all works together.
• 27:53
  It's engineered to work together.
• 27:55
  So at the moment, that is the most complex problem that I solve,
• 27:59
  and I do that every day, and I love doing that.
• 28:02
  And it's joyful for me to help people because most people are most people
• 28:07
  are really amazing, but they don't even see their own greatness.
• 28:11
  And most people have kind of buried some of their disasters,
• 28:16
  so to speak, earlier in their life or earlier in their business ~ trajectory.
• 28:22
  And I love bringing those to light and helping people like look at that and say,
• 28:26
  well what did I learn
• 28:27
  and how did I change and how did I grow?
• 28:29
  And maybe there was a blessing in that after all.
• 28:32
  And when we put all that together in a book or use that to create
• 28:35
  a YouTube channel or a video or a keynote speech,
• 28:38
  it just becomes so profound and meaningful to my clients and a joy
• 28:45
  for me to help them with it.
• 28:47
  Okay. All right. And Aurora, if people want to find out more,
• 28:51
  they'll they can go to is it Turnwords into Wealth dot com?
• 28:55
  They can go to Turnwords into Wealth dot com to get the gift hardcover book
• 28:59
  Turnwords into Wealth. If they want to find more about me,
• 29:03
  they can go to same page, publishing dot com and you can learn more about
• 29:08
  our services that same page publishing.
• 29:10
  Or if you just want a little bit more,
• 29:12
  ~ you can go to YouTube and check out strategic basics.
• 29:17
  We ~ share a video or two a week with breaking news to business breakthroughs,
• 29:22
  so that can be another way to to keep in touch.
• 29:26
  All right. And we will link all that in the show notes for everyone.
• 29:29
  Aurora, thank you so much for taking the time to be here and sharing
• 29:31
  all this incredible wisdom from your journey with our listeners.
• 29:35
  We greatly appreciate it.
• 29:37
  Thanks, Dave.