Latest / Authentic Living / Diana Lidstone on how to tap into your D.N.A to become more productive and not chase shiny objects

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Diana Lidstone on how to tap into your D.N.A to become more productive and not chase shiny objects · Authentic Living

• 0:01
  Welcome to authentic living with Roxanne, a place where we have conscious conversations
• 0:08
  about things that really matter in our lives.
• 0:12
  And now here's your host, Roxanne Durgesh.
• 0:38
  Hi, everyone.
• 0:39
  It's, Roxanne.
• 0:40
  Thanks for tuning in again this week.
• 0:42
  This week, I have a colleague, Diana Lidsdome.
• 0:45
  Hi, Diana.
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  How are you?
• 0:47
  Hey.
• 0:47
  Awesome.
• 0:48
  Good to see you.
• 0:49
  Good to see you.
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  And, you're in, you're in Montreal.
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  Right?
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  Is that where you are?
• 0:54
  No.
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  Actually, I'm, in the Thousand Islands area.
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  So between around Brockville area.
• 1:01
  Okay.
• 1:02
  Okay.
• 1:02
  Nice.
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  So you, did you have that super cold weather recently, like we did.
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  Not as bad as Toronto.
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  That's for sure, but, yeah,
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  we were struggling here.
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  Because we're not accustomed to that severe kind of, whether our schools were shut down
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  and, we were so we're finally back to about 5 today, so we feel like we're alive again.
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  So, yeah, Niagara.
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  So Dan is a, someone that, I met actually, I think almost, a year ago, and she said, I'm
• 1:33
  gonna say a sales expert, but so much more.
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  And I'm gonna just go right into her bio.
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  And, Dana's gonna add anything that's, obviously, is not covered by the bio.
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  The bio covers certain things.
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  She's has 30 years of expertise as a sole printer.
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  She loves to share her knowledge.
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  And mistakes, not often hear about those with women entrepreneurs, entrepreneurs so they can
• 2:00
  have bigger business breakthroughs to not only earn more but live more.
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  From her experiences, she sees too many entrepreneurs who are overwhelmed and
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  frustrated with all the activities they think they should do.
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  Relatable for sure.
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  Instead, she talks about 3 general types of business activities, hustle, which she she
• 2:24
  calls CRA, consistently the right activity for your stage of business growth.
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  So doing the right things at the right business, stage Dna, which is distinctive
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  natural advantage.
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  When you know your stage of business growth and your own DNA, Then all the activities fall by
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  the wayside, leaving business owners to simplify their business and have time for
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  activities that truly matter to have business breakthroughs.
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  That sounds lovely.
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  It sounds pretty simple.
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  I mean, as I
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  said, so many entrepreneurs are well, they're first of all, they're all busy people, but
• 3:08
  there's busyness and then there's being productive.
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  And, when I first started coaching, people came to me and said, oh my god.
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  I'm so overwhelmed.
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  I'm so frustrated.
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  I just don't know what to do next.
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  And I knew that there had to be a way just to simplify it so that they could focus on those
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  things in their business that actually you know, improve the bottom line, so to speak.
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  And, so yeah, I talk about 3 different kinds of activities.
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  The one is hustle.
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  And that's where I see a lot of people.
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  So hustle, you know, you know, you're in a state of hustle if you Oh my god, I need a
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  website.
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  Then, well, if I have a website, I need a blog.
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  If I have a blog, I need a newsletter.
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  If I have a newsletter, oh, I have to put that on Facebook.
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  And if I put that on Facebook, I need Facebook ads And then maybe I need a live event.
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  No.
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  Oh, it's a webinar.
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  And I take a deep breath and I go, yeah.
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  Then you're in a state of hustle and you're not really moving your business towards any
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  definition of success that you might have.
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  So that's what I call hustle.
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  So that's one, type of activity.
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  The second type of activity is what I call CRA, and no, it doesn't stand for the Canada Revenue
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  Agency.
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  It's really about knowing what stage of business growth you're at, and I talk about 4
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  different stages.
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  And there are certain activities that are appropriate for your stage of business growth.
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  And so some I often tell the story of this lady that I met at a networking event And she told
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  me, so we met at the networking event, then we went out and had coffee.
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  And, you know, when you quote to have coffee with something, you kinda get down to the nitty
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  gritty.
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  Right?
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  So she was telling me how she had written this book and it was on the best seller list, and I
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  was so impressed.
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  A little my needs, but very impressed.
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  And then as we got down to the nitty gritty, she was telling me, well, you know, Diana, I
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  took a year to write my book, and that's all I did.
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  Spent, I'm gonna say, you know, $10,000 was sort of the ballpark figure.
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  And, got it on the best seller, but she says, I don't have a business.
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  And I went, well, what do you mean?
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  And she goes, well, I don't have an email list.
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  I don't have a program to sell.
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  I don't have any of those foundational elements.
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  And so her example is an example of somebody doing the wrong activity for their stage of
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  business growth.
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  And so she was doing something that was perhaps set.
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  You know, maybe the, the 3rd level of business growth instead of having to you know, create a
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  solid core offer.
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  Start building her email list.
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  Start, you know, validating her premise and that sort of thing.
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  So that's just an example of somebody doing the wrong activity at the wrong time in your
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  business.
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  So CRA consistently the right activities, that's another type of activity.
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  The 3rd type of activity, is something that I'm I've developed, and I'm just out there kind of
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  testing it now with amazing results.
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  And it's what I call your DNA.
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  Your distinctive, natural advantage.
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  So out in the marketing world, a lot of people say, you know, it's talking about niching down
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  and who's your ideal client and your avatar.
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  And it's always about the client Well, I've kinda turned that on its head and said, let's
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  look at who you are.
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  And what are your unique skills and talents, your magic?
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  And I say your DNA is made up of, 3 different things.
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  One is what I call your acquired mastery.
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  That's things that you've acquired, learned over your, you know, personal and business,
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  life.
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  The second are demonstrated results.
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  So those are the results that your clients attest to that you've gotten for them.
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  And the third is something I call your effortless talents.
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  And that is the magic that you have that every single person has And your clients, your
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  friends, and your family, they go, oh my god, Roxanne.
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  How did you make that look so easy?
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  So when those 3 things intersect, so when the, demonstrated results, the acquired mastery and
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  the effort was when they all intersect and overlap, that's what I call your primary
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  differentiator, and that's your DNA.
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  And when I'm working with clients very quickly, we can narrow down how they're different from
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  somebody else, how they can stand out from their competition.
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  And it it just sort of all falls into place very easily instead of, oh my god, I gotta
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  develop this client avatar.
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  I don't know what that means.
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  And so that has really, really, really been helpful.
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  And when you know your strengths, when you know your differentiator, your primary
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  differentiator, Well, then you don't focus on the other things.
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  You kinda let them go by the wayside.
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  So an example might be, you know, my good friend Carl Richards, who is a speaker.
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  Right.
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  And Carl's a speaker.
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  So when Carl and I were working together, you know, he goes, well, what should I be doing for
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  marketing?
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  Well, you know, Carl's, is a speaker, but he helps people gain confidence in their speaking.
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  And, you know, overcome that, those terrible butterflies in their stomach or the stuttering,
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  whatever it happens to be.
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  And so I said, well, Carl, you know, it kind of makes sense.
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  You're a radio broadcaster speaking coach.
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  I'm not gonna suggest that you write blogs, like, whether to do a podcast.
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  Right.
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  So it's looking at you as the individual, and helping you sort out what things you don't need
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  to focus on, for your specific DNA or for your stage of business growth.
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  And that has been those 2 things have really helped people shift out of that hustle zone so
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  that they actually start, you know, moving towards that success that they want.
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  And, There's nothing like it to see somebody shift at a hustle and actually start, you know,
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  making some good money in their business.
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  Because I think when I think of, myself and many other people probably that are in the
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  stage where that I'm at, you know, completely very guilty of it.
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  That whole, you know, this is new and that is new.
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  And, oh, so and so is doing a vlog and since it's due to Facebook lives and, you know, it's
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  all coming at you.
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  And, the person that's just stepping into the arena in my case shifting to speaking and
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  training, you're you're taking it all in, but without us, like you said, like that looking at
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  yourself and what you bring, to the arena, you know, you get you do get dizzy at times.
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  Oh, it's so overwhelming advice from so many people.
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  About what the right strategy is.
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  For sure.
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  And what happens is we, you know, we tend to look at other people and We tend to look at
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  these gurus about Facebook Live or blogging or newsletters or live events or whatever.
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  And they're not looking at the whole picture.
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  They're not looking at the whole strategy.
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  Those are only little bits of the strategy.
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  And they're not looking at you as an individual either.
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  What are your gifts?
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  So when you do that, I believe it is a more holistic approach, to building your business.
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  Well, that's a good example with Carl, right, because for him, naturally seeing him, I see
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  him on his Facebook lives.
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  Yeah.
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  And and they're lovely.
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  Right?
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  Like, I mean, because you're you get a gain.
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  I do I will pop on on and off.
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  And now I've I've done one of his his programs already.
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  I've, you know, Last year, I did one of his programs.
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  So that makes sense because if you kind of figure out what comes naturally to you.
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  And I think of mean when I think of what people say to me when you ask that question, and
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  oftentimes people say to me, when you're having a conversation with me, I feel like I'm the
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  only one in the room.
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  Mhmm.
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  So I build connection quite quickly with individuals that I meet because I'm able to do
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  that.
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  So my friends and family will often say that of me.
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  So that's a good thing to think about.
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  Right?
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  So it's like, I bring that versus trying to figure out, like you said, what one of the
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  other gurus are doing because maybe that doesn't come naturally to them.
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  Maybe they have another skill that, you know, is doesn't come as easily to myself.
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  Yeah.
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  And I think we, you know, as kids, whatever, we're trained all through school to work on
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  those things that we're not so good at.
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  So for instance, we get a report card and let's say you're not that great in science and the
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  teacher says, well, you gotta bring up your marks and you gotta do better in science
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  instead of saying, oh my god.
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  You're an amazing writer.
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  Let's see if we can't strengthen that particular skill.
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  And so and it the same happens.
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  You know, we're in school, then we go to university.
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  It's the same thing.
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  And it's the same thing, even when we go out to get a job, right?
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  We are assessed on our job performance.
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  Well, you're not very good at xy and z, so let's bring that up instead of the opposite
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  instead of taking the strengths and making you even stronger in those skills.
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  Which which makes such sense, right?
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  Because, you know, when you go to the job interviews, the the last questions they will
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  often ask you is So, like, you know, what what is one of your main weaknesses that you would
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  bring to, and you you know, it's so true versus like a resource if you were to flip that
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  question, a value would be I could think of a question is, like, what comes naturally to you,
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  how could you enhance that to the position that you might be applying for?
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  Right.
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  Would give you that much more about that individual and how they potentially could add
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  something to the organization.
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  Yeah.
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  Yeah.
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  And, you know, the thing is that we and you know this from talking with people like you do
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  is we are the hardest critics of ourselves.
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  Right?
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  And so if somebody was to ask, you know, you or somebody else, you know, what is your what
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  might be your primary differentiator?
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  How would you differentiate yourself from you know, you'd have a lot of trouble doing that
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  for the most part because we don't look at ourselves with the same objectivity and what
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  comes easily to us.
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  We go, well, it comes so easily.
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  Why would somebody pay us for that?
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  Right.
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  And so, there's a great exercise that I often do.
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  And maybe you'd play along with me here.
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  Okay.
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  Sure.
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  I'm game.
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  Yeah.
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  So I often say, to a crowd, think of one person Just think of them in your mind.
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  They could be famous, dad, living, you know, not famous that you admire.
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  Just one person that you admire.
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  So just I see Roxanne nodding her head.
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  She's got someone in her mind.
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  That's how I do.
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  Now think of 3 qualities.
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  That this person has that you admire.
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  Yes.
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  Okay.
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  So can you share those with us?
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  Do you want the name first or the qualities?
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  Let's go with let's go with the name.
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  Okay.
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  Oprah.
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  Okay.
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  Good.
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  I like that she when she connects with people, it it's on a profound level.
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  Just even if you were to turn down the sound, the connection is very, very deep and real.
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  Right?
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  I like that she is able to when she speak to people, ask the questions that Deep Down and
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  I've it almost feels like it's a soulful question.
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  Something such a deep level that she extracts things that other people may want to know, but
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  maybe she's a couple of steps ahead of them.
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  And I like the fact that she had she is able to zone in on creating things in her life or in
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  her business that are, meaningful for her.
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  Amazing.
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  So, you know, I've had all kinds of people answer this question, and then I usually bring
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  people up to a microphone if it's a live event.
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  And then I say, the thing is that we cannot see in other people qualities that we do not have
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  ourselves.
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  So I'll repeat that.
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  We cannot see in other people, qualities, unless we have those qualities within us.
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  So the qualities that you admire in Oprah, you have within yourself.
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  And, that is always a huge eye opener, for people.
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  And I've had people break down and cry in advance.
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  I've had, you know, people walk out or email me afterwards but it's because we just don't see
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  ourselves the same way that other people.
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  Wow.
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  Well, I'm I'm I'm gonna take that compliment because it but it what a fascinating thing to
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  do to for people to be able to kind of, you know, have them look at it from a different
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  angle.
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  You're right.
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  We're so subjective when we when we, look at ourselves, we don't see it for what it is, but
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  when you go outside of yourself, and oftentimes when I'm coaching with individuals, I will say
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  to them, you know, if if I were to bring someone that you really respected in the room,
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  and ask them to give you guidance.
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  What kind of guidance would they give you?
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  And they and they come up with these pragmatic, you know, phenomenal solutions.
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  And then they'll go, oh, no.
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  No.
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  But that's that person negated it off themselves.
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  So really a really nice, way of having people focusing on what's really laying within them.
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  When you do that, Dana, with someone, and it's mostly do you work mostly with female
• 18:09
  entrepreneurs or or just entrepreneurs in general
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  Entrepreneurs in general, but, for the most part, my focus has been women entrepreneurs.
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  When I do my live events and that sort of thing, it tends to be women entrepreneurs.
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  I think there's two reasons for that.
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  I think that, women are starting businesses faster than any other segment of the
• 18:32
  population.
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  And for women to, when women get together, I learned this many years ago when I was working
• 18:44
  for a financial advisor.
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  There if you have a group of women together and versus a mixed group.
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  The energy in the room, the dynamics in the room is very different.
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  Women are much more likely to share openly amongst other women as opposed to if it's a
• 19:05
  mixed group.
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  So for instance, at my live events, we might have a 100 people there, 95 are women, and then
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  I say there's 5 brave men.
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  So, yeah.
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  So they collaborate in a different way, a female entrepreneurs.
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  Well, they collaborate in a different way, and I think they spawn to different exercises in a
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  different way.
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  So, you know, a real macho kinda guy may not resonate with that exercise that we just did
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  about, you know, the person you admire.
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  Or if we're doing, a visualization or a meditation.
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  I'm not saying that there aren't men that would tune into that, but it's mostly I have found
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  it's been my experience so far.
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  It's mostly, mostly the women.
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  So in your in your kind of business, is there are you see?
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  A lot of women coming to you like the individual you explained where she already has
• 20:16
  a product and she's trying to create a business or do are people do they have a business that
• 20:23
  they're coming to to learn how to kind of, you know, develop the tactical or or things to to
• 20:30
  create different parts of the business?
• 20:35
  Well, there could be, you know, could be 2 different types.
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  There could be someone who just has a dream and doesn't know how to turn it into a reality.
• 20:44
  Mhmm.
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  But most often it's been somebody who's had a business for a couple of years, and they're in
• 20:52
  that hustle mode.
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  They just can't seem to get out of that or get off that hamster wheel, and they're not making
• 21:00
  the kind of money that they want or the kind of impact that they want or they're working too
• 21:06
  freaking hard for the money that they're making.
• 21:09
  And So my real goal is to help them put together well, I guess my real goal, first of
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  all, is to help them see their potential.
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  That's the first thing.
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  The second thing is to put together some sort of strategy or road map a plan And thirdly is
• 21:31
  how to to make that profitable because you know, there's nothing worse than working,
• 21:41
  working, working, and the profit just isn't there.
• 21:47
  So, I do focus a lot on marketing, and I do teach a lot on sales for the solo printer.
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  But a lot of the marketing has to do with basically let's get down to your DNA.
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  And then let's get down to you know, what's your message, your core message going to be,
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  your core offering, and really, really, really simplify it.
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  Entrepreneurs are the most creative people in the world.
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  They can get in their head and they can create all kinds of things.
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  And my job is to go, woah, stop.
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  Simplify it.
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  Simplify it so that you could make more money, have more time off.
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  And as I say, you know, enjoy life.
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  Right.
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  Because a lot of times, and I I can speak to this having kind of, you know, been in it, you
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  know, in the kind of speaking training consulting world since I launched my book.
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  So I probably would be have been a lot like your, your clients you're talking about there.
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  Where I wrote the book and then everything kinda came after.
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  So I probably should have met someone like you upfront.
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  And you know, kinda then trying to figure out, okay.
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  I know I have a message that I'd like to to put out to the world.
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  So that thinking came at after.
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  And then based on that, kind of came the the practice, the coaching, the training, the
• 23:14
  speaking kind of thing.
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  And then you know, like you said, what is it?
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  Like, what is that DNA?
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  Like, what is it?
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  Where do I wanna spend my time?
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  I could spend my time in lots of different areas, but my passion, is more around the
• 23:30
  speaking and training, but the coaching has grown.
• 23:34
  So how do you kind of shift it over.
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  So is it that you look at people and say, what is it that they really liked the most, or is it
• 23:42
  that you look at the what their unique skill is and then directing that way, or is it a bit of
• 23:47
  both?
• 23:47
  It's a bit of both.
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  Like I say, their DNA is this composition of these three things.
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  They're so they're acquired mastery.
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  That's the stuff that you've done, like, in your life.
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  So you've been, you know, you've been this counselor and you've, you know, you've acquired
• 24:03
  all these innate skills.
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  So that's one thing.
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  Then or maybe it's someone who's overcome a huge challenge in their life.
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  So I have a client who overcame PTSD.
• 24:19
  Another client who has, ADHD.
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  And they didn't think of those things as gifts But they are gifts when it comes to their
• 24:32
  business because they have overcome them.
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  And what they have learned in overcoming them they can teach other people.
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  So that's, you know, that's another example.
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  So they're acquired mastery.
• 24:45
  What do they what results do they get for the clients?
• 24:49
  And, you know, the clients will actually say, yeah, working with, you know, so and so, I
• 24:54
  doubled my profits or I whatever it happens to be.
• 24:58
  What results do they get?
• 25:00
  Maybe it's somebody teaches you how to finally get off the dieting hamster wheel.
• 25:07
  You know, whatever it happens to be.
• 25:09
  And then thirdly is this effortless talent, this thing that you do this magic that you have
• 25:17
  and, we try to zone in on that so that, it will help not only you, but it'll help you create
• 25:26
  your message, it'll create your branding, everything so that you are different.
• 25:32
  Than everybody else in the field that you're in.
• 25:36
  Are you talked about stages?
• 25:38
  So stages of the business?
• 25:41
  Correct.
• 25:42
  Tell me about the stages.
• 25:43
  So, like, you have the person that's the beginning that is kind of just formulating a
• 25:48
  plan just figuring out their DNA with you.
• 25:52
  And then you're kind of creating marketing strategies to help them get out the gates if if
• 25:58
  that's correct.
• 25:59
  Sure.
• 26:00
  So, I have a visual that I call my grow meter.
• 26:04
  And so think about thermometer.
• 26:07
  As the stages of business growth.
• 26:09
  In the first stage, I call the employee.
• 26:12
  That's the bottom.
• 26:13
  And we feel like we're an employee because we're doing all the things.
• 26:18
  Right?
• 26:18
  We're wearing all the hats.
• 26:19
  We're skinning all these plates in the air.
• 26:22
  And, yeah, it takes us a while to build the raw foundation of our business.
• 26:30
  We have to go out there.
• 26:31
  We have to test our core offering.
• 26:34
  We have to test our message, test our branding.
• 26:37
  And Unfortunately, a lot of people get stuck down there, but you know you're ready to shift
• 26:44
  to the 2nd stage of business growth, which I call manager when You were actually earning
• 26:50
  good money, but you have no time to spend it.
• 26:56
  So manager level, which is stage 2, is
• 27:00
  well, if
• 27:01
  we think of a manager in a business, a manager delegates things, the manager oversees a team.
• 27:07
  And so that's what happens at the manager level.
• 27:10
  It's about shifting from working either working 1 on 1, which you did at the employee level, or
• 27:17
  marketing 1 on 1, which you did at the employee level, to now leveraging that.
• 27:22
  So speaking is a form of leveraged marketing.
• 27:28
  Group work is a form of leverage coaching, delegating, getting a virtual assistant,
• 27:35
  creating a team around you.
• 27:37
  And so that's what happens in stage 2.
• 27:42
  Stage 3, which I call the CEO level, and the CEO person is the visionary.
• 27:51
  And by now, they have a team, a good sized team, and it's their job to be the visionary
• 27:58
  for the corporation.
• 28:01
  And to only do those things in the business that they are really good at.
• 28:06
  But sometimes they have to learn new skills.
• 28:09
  They have to learn how to be in the same at manager.
• 28:11
  They have to learn how to manage a team.
• 28:15
  And they also have to learn how to stay out of the day to day operations.
• 28:21
  So that's the 3rd stage and the 4th stage is what I call legacy which is, you know, at the
• 28:27
  top of that thermometer And this is where people are really probably thinking about an
• 28:33
  exit strategy, maybe diversification, and keeping ahead of the competition kind of thing.
• 28:42
  So those are the 4 stages of business growth.
• 28:44
  And for each stage, I've got it broken down so that these are the activities to focus on at
• 28:51
  this stage.
• 28:51
  You know, if you're in stage 1 at the employee level, you don't need to start thinking about
• 29:00
  webinars or, you know, anything complicated with sales funnels or anything like that.
• 29:08
  Your focus there is to build a very strong foundation and know that what you're offering,
• 29:14
  that core message, and that your message and your offering is bang on.
• 29:23
  Which I think a lot of people zip over that and just in being around other entrepreneurs like
• 29:30
  And I I know I've been guilty of that at several points also.
• 29:34
  You know, because you then you start to create contents without kind of figuring it out about
• 29:39
  what the actual, you know, what is the message, what is the actual message, you know, And,
• 29:45
  again, when you don't have the guidance, which I had a bit of coaching, but not a lot at the
• 29:50
  beginning, and then, of course, got really smart, really quickly and went, okay.
• 29:56
  You know, I need guidance to be able to kind of create what I was creating, but there are a lot
• 30:01
  of people, and you will you'll see it out there.
• 30:03
  Right?
• 30:03
  That's your point.
• 30:05
  Yeah.
• 30:05
  Where the, you know, they're still at the employee stage.
• 30:09
  You know, but they're trying to do some some big things, like go off into group coaching or
• 30:14
  stuff like that, or and they're not you know, they they can barely kinda get things on the
• 30:19
  first run done.
• 30:20
  Yeah.
• 30:20
  And it's it's sad.
• 30:22
  It, you know, I've been an entrepreneur for, as I said, for more than 30 years.
• 30:28
  I originally started, service based business many, many, many moons ago that was kinda like
• 30:35
  a VA I had a retail store, stand alone store for 12 years.
• 30:41
  You know, I've I've been around business and Over those years, I've seen so many women start
• 30:47
  businesses and either burn themselves out and head to close, go into debt and head to close,
• 30:57
  or just get totally frustrated and say it doesn't work, until they close.
• 31:03
  And it really doesn't have to be like that.
• 31:06
  But the big thing in it is that, like you said, you know, we have to realize that we we have
• 31:13
  have to get guidance to do it.
• 31:16
  I mean, you know, you're a really good counselor but did anyone teach you how to run a
• 31:23
  business?
• 31:24
  You know, the the back end of the business.
• 31:26
  And so often, that's what I find.
• 31:29
  Right.
• 31:29
  And I had been in corporate consulting for 16 years, but I was at the top of consulting.
• 31:35
  So all the other back of the house pieces were taken care of for me, the marketing pieces, you
• 31:41
  know, you know, the accounting pieces, the training analysis, all that stuff was given to
• 31:47
  me as the executive to be able to go out to the front with recent customer.
• 31:51
  So some of the basic like you're talking the the metrics to get certain things done were
• 31:55
  handed to me quarterly or on an ongoing basis.
• 31:58
  The marketing went off monthly on behalf of but the message was that month based based on the
• 32:04
  entire organization.
• 32:05
  So I was, you know, guessing I've had a lot of knowledge but didn't, you know, if you were to
• 32:11
  put me into how do you create a marketing plan and what are the steps like you're talking
• 32:16
  about?
• 32:16
  Well, I I just be given it you know, every month or quarterly when I was seeing the
• 32:22
  clients, those types of things based on the overall strategy, and I would be privy to it.
• 32:26
  But to actually, you know, know how it was being created.
• 32:30
  At times, I wouldn't know, but oftentimes not not so much.
• 32:33
  And that you create for yourself compared to a huge, you know, you know, multinational kind of
• 32:40
  companies.
• 32:40
  It's it's quite different.
• 32:42
  It is.
• 32:42
  It is.
• 32:43
  And and that's where I see the the struggle with, entrepreneurs starting their own
• 32:48
  businesses.
• 32:50
  And especially, you know, I'll see women go out and get some sort of certification in something
• 32:56
  and, you know, it could be anything from a life coach to, you know, massage therapy to real
• 33:02
  estate.
• 33:05
  And that's great.
• 33:06
  That is their, you know, that is their craft, and they spend a lot of time and money honing
• 33:13
  their craft.
• 33:15
  But on the back end, did they spend the time and the money investing in how to run a
• 33:23
  business?
• 33:24
  And so I was listening to a lady the other day, and she was a lawyer.
• 33:29
  And she was explaining how, you know, and it could be a lawyer.
• 33:33
  It could be a bookkeeper.
• 33:34
  It could be any type of business person and how they're going.
• 33:37
  I gotta be a better lawyer.
• 33:38
  I gotta be a better lawyer.
• 33:39
  I gotta be a better bookkeeper.
• 33:41
  A better bookkeeper.
• 33:42
  And they think that is the way to make their business more profitable.
• 33:48
  Not so much.
• 33:49
  You know, you've got to invest as much time in learning about becoming that craft or that
• 33:56
  technician you have to spend as much time learning how to run a profitable business.
• 34:02
  So, there's, you know, you had to wear two hats.
• 34:04
  Right.
• 34:05
  Because every every time you add a product, for instance, when a year ago when I added the
• 34:10
  podcast, What a learning curve?
• 34:15
  My goodness.
• 34:16
  Like, the things that I did not know, that I did not know, that I had no business not
• 34:21
  knowing.
• 34:23
  I could be
• 34:23
  a really good poster child for some of your people.
• 34:25
  Very.
• 34:26
  Yeah.
• 34:26
  But the things that I've learned, you know, I think it this you're probably like my 65th
• 34:31
  podcast.
• 34:33
  My goodness, because, again, I wasn't stepping into something new.
• 34:37
  Obviously, the speaking part of it is is quite easy, but, of course, being a podcaster is
• 34:43
  different from being a consultant or somebody on a stage or training.
• 34:47
  With certain things, but all the mechanics of the business part to have a successful podcast,
• 34:54
  if I were to slice it and dice it 65 session, you know, episodes in.
• 34:59
  My goodness.
• 35:00
  Now I would be able to say to someone, it takes a lot.
• 35:03
  It does.
• 35:04
  It does.
• 35:05
  Right.
• 35:05
  And how much of your time for business does that take out in the average week?
• 35:10
  And and I know somebody like you would probably be able to know, breaking down, you know, based
• 35:17
  on metrics and all those things about, you know, whether you should or shouldn't you know,
• 35:22
  you know, added to your business.
• 35:24
  So I really can appreciate some of the things that you're saying as I've learned and, you
• 35:29
  know, added some of these things along the way.
• 35:31
  Yeah.
• 35:31
  And there's nothing like, failing fast to succeed.
• 35:35
  So, you know, we make all these mistakes going forward.
• 35:39
  And, we learn from our mistakes.
• 35:44
  But I always encourage entrepreneurs to you know, find somebody who you can connect with
• 35:51
  and somebody who has done what you want to do.
• 35:55
  And, you know, get some get some help mentoring, coaching, masterminding, whatever it
• 36:01
  happens to be.
• 36:02
  That is the that is the key to, you know, stepping out a hustle and, actually, moving
• 36:10
  forward and achieving things.
• 36:12
  Don't know if you can answer this question, but I'm curious, how long does it take to get from
• 36:17
  hustle to the other stages.
• 36:20
  And you're gonna say Roxanne, I knew you're gonna ask something because this is the
• 36:23
  entrepreneur's mind just kinda bouncing around with all these ideas.
• 36:27
  Right?
• 36:27
  Like, so how long is there is there a timeline before you can kinda shift up, or is it
• 36:33
  dependent on every individual that you're working with?
• 36:36
  So I'll give you the the coach's answer.
• 36:40
  And it comes like this.
• 36:42
  It all depends.
• 36:47
  And it really truly does.
• 36:48
  It depends on, you know, I can work with someone and I can help them uncover their DNA.
• 36:54
  But what they do with that on a day to day basis, I might not have control over.
• 37:01
  Or, you know, I have a program, a group program called the Achievers Club.
• 37:07
  And, you know, I get people in the Achievers Club, and they come in with great intentions.
• 37:12
  And I'm sure, you know, like you, like myself, we've bought programs with great intentions.
• 37:17
  Mhmm.
• 37:18
  And maybe not finish them or haven't done the work, but I love working with ambitious women
• 37:25
  entrepreneurs who are committed to doing the work who want to follow a step by step plan,
• 37:32
  and you can get out of hustle pretty darn quickly if you're focused on it, if you're
• 37:37
  focused
• 37:39
  So it it really depends on the individual and because a lot of entrepreneurs and, you know, I
• 37:44
  kinda I live in that world.
• 37:46
  They they are very passionate, but sometimes the pragmatic, once they get the message, they
• 37:52
  get the brand, they know they, you know, unique proposition, all that stuff, and then sometimes
• 37:57
  they hit they hit stall.
• 37:59
  Yep.
• 38:00
  And what what would you say are some of the main reasons why people might hit stall along
• 38:06
  the way?
• 38:07
  I am I
• 38:09
  guess you'd have to give me an example.
• 38:11
  I think sometimes that stalling is, I have a great saying.
• 38:18
  It's not my saying, but new level, new devil.
• 38:21
  So sometimes in our business, we get to a new level and there is something there that is
• 38:28
  stopping us.
• 38:28
  Maybe it's mindset, maybe we don't have the systems in place.
• 38:33
  Maybe there's something.
• 38:34
  And that's what I say.
• 38:35
  New level, new devil.
• 38:37
  We've just hit that threshold and we need somebody perhaps to come in and take a look at
• 38:41
  it.
• 38:43
  That's if that's what you mean by
• 38:45
  Yeah.
• 38:46
  Because sometimes, yeah, people might like like you're saying they may have all the intention,
• 38:50
  but they're maybe they're planning to get ahead too quickly based on time, for instance, or
• 38:55
  family commitments, or, you know, the juggle, right?
• 38:59
  Like of maybe they're straddling 2 worlds.
• 39:01
  Maybe they have you know, this is a side hustle and they have a full time, situation still, and
• 39:08
  they're having so that would be mindset, then I would think probably because
• 39:13
  Yeah.
• 39:13
  When it comes to, you know, for instance, if somebody has a a side hustle.
• 39:17
  So I often have in my programs people who are still working full time and developing a
• 39:22
  business on the side.
• 39:23
  So it's really important to look at okay, how many hours a week do you have to devote to that
• 39:29
  side hustle?
• 39:30
  Let's really get down to the practicality.
• 39:33
  And if you've only got 10 hours a week.
• 39:37
  Well, then, you know, that you're not going to move your business forward as fast.
• 39:41
  This is somebody who has 25 or 30 hours a week.
• 39:45
  Mhmm.
• 39:47
  But that's getting down to the real practicality of it or, you know, maybe
• 39:53
  somebody's a mom and they have other, you know, childcare responsibilities or caregiver
• 39:59
  responsibilities again.
• 40:01
  What do you think realistically where, you know, how much time do you think realistically?
• 40:07
  And then looking at that time and saying, okay, where are you putting the effort?
• 40:13
  And the effort must be placed, you know, according to your DNA, according to your stage
• 40:19
  of business growth, what are the revenue generating activities that you can actually do
• 40:25
  that are going to, you know, shift you out of that that place that you're at?
• 40:31
  Yeah.
• 40:31
  And I think you're you're so it would be individual with each person, right, because
• 40:35
  sometimes you're gonna hear saying, you know, they're gonna do it and then they do it.
• 40:39
  And other people have the same intentions, but maybe like you said, they're not looking at all
• 40:44
  the other variables that could standing in their way to get up that level and seeing that
• 40:49
  having that those objective kind of pair of eyes or to say, okay.
• 40:55
  Why is this happening?
• 40:56
  Like, you know, is this realistic?
• 40:57
  Is this growth realistic in a year or 2?
• 41:00
  Is
• 41:00
  it more of a 3 to 5 year plan?
• 41:02
  Those types of things.
• 41:04
  I mean, you know, I've had people come to me and, book a business breakthrough session with
• 41:09
  me and there's a little questionnaire that they fill out And, you know, I one of the questions
• 41:15
  is, you know, if you could wave a magic wand, what three things would you change in your
• 41:19
  business?
• 41:21
  And, you know, some of them go, you know, maybe they're just starting out.
• 41:24
  Maybe they're making very little money in their business and they go, oh, I wanna be making,
• 41:29
  you know, 6 figures in a year.
• 41:31
  And I go, you know, let let's be realistic.
• 41:35
  That's that isn't realistic.
• 41:39
  Or, you know, I've only got 10 hours a week.
• 41:42
  You know, so you really have to get down to the nitty gritty, and it is very, very individual.
• 41:49
  Would you say that mindset, hoping of of an issue is mindset in creating a successful
• 41:58
  business.
• 41:59
  Well, if you could see my arms, I'm holding that.
• 42:02
  She's got her eye arms up to the universe.
• 42:05
  Yeah.
• 42:06
  It's huge.
• 42:07
  It's it's huge.
• 42:08
  And, you know, my My strength is not talking about mindset, but, Certainly.
• 42:19
  I can't even talk about marketing without talking about mindset because if you're not
• 42:23
  willing to be visible, if you're not willing to be seen, You know, well, you you laugh, but,
• 42:30
  you know, I hate to say it.
• 42:31
  There are I have a group now, and we're studying this book.
• 42:38
  And the book is about getting out there and being seen.
• 42:41
  And for so many women, that's a huge thing.
• 42:45
  They just, you know, my god.
• 42:47
  Well, you know, I was taught to, you know, not to be heard.
• 42:51
  You know, children are to be seen, but not heard.
• 42:54
  Young girls or not to speak their mind, etcetera, etcetera.
• 42:58
  There's all kinds of, if I could say the word, SHIT, that goes on in our minds that, keep us
• 43:07
  playing small.
• 43:09
  And mindset is huge.
• 43:12
  So, you know, there's mindset about keeping us playing small, there's mindset about money,
• 43:17
  money issues, asking for the sale, pricing your products.
• 43:23
  I mean, you know, we could go on and on, but, yeah, no mindset is a significant can be a
• 43:31
  significant, barrier, if you will, or challenge.
• 43:36
  Yeah.
• 43:37
  Because, you know, go back to these saying that you've you've all heard, you if you can't
• 43:41
  pursue, you know, if you don't believe it, you can't create it.
• 43:44
  Right?
• 43:45
  And if you've got all these blocks, you may be brilliant.
• 43:48
  And there's You know, you've seen I've seen brilliant people along the way and their
• 43:52
  mindset just stops them and you see sometimes people that are not maybe as gifted, but they
• 43:57
  work really hard and they push and they, you know, and then they they create such results.
• 44:02
  So it's it's such an important thing obviously in my world where I work with, you know,
• 44:08
  clients all the time or, you know, or speaking about that ability to really harness your mind
• 44:15
  so that it's an optimal place all that often as possible is so important because like when you
• 44:23
  talk about, you know, being the CEO or the visionary, and having to recognize that you
• 44:29
  have to you can't you can't be a a triple a and not be able to delegate to be able to make that
• 44:35
  shift up, but A lot of times you'll see it with people that they have to triple check
• 44:40
  everything and, you know, which takes away from adding that layer of the system.
• 44:45
  Sure.
• 44:45
  I mean, one of the, the things that, that I'm developing is, is think like a CEO.
• 44:53
  And even at the employee level, you know, where we're wearing all the hats and we're having to
• 44:59
  do everything.
• 45:01
  I believe that there's a time that every printer needs to take out of their business,
• 45:06
  and they need to think like a CEO.
• 45:08
  So I've even developed, you know, baseball caps.
• 45:10
  Okay.
• 45:11
  Monday morning is time for you to put that CEO baseball cap on and think like the CEO because
• 45:18
  you need to do that visionary stuff.
• 45:21
  You need to do the planning.
• 45:22
  You need to make sure that your books are in order.
• 45:27
  Whatever it happens to be, but that's mindset.
• 45:30
  That's mindset.
• 45:32
  So, yeah, no, it's huge.
• 45:34
  It's huge.
• 45:36
  So for anyone listening and, that's they have a concept or they have an idea or they have a
• 45:44
  passion that they think, you know, I'd like to start a business And I know this is a basic
• 45:49
  question for you, but I'm gonna assume that there are people probably that are listening
• 45:53
  that have businesses that are thinking, wow.
• 45:56
  I'm, you know, I'm stopping myself and I should be at the CEO level and, hopefully, they've
• 46:00
  gained things.
• 46:02
  But let's say someone's just listening and they they have a passion and they know people love
• 46:06
  it around them and they wanna create a business from that space.
• 46:11
  What what kind of things would you suggest that they do?
• 46:14
  You already talked about mentoring.
• 46:17
  So what kind of mentor if that's the direction or if there are other things that you would
• 46:21
  suggest?
• 46:24
  So sometimes I'll suggest that these people, read a good business book.
• 46:30
  You know, I you know, I wrote a book, about business.
• 46:34
  But
• 46:36
  What's the name of that?
• 46:37
  What's the name of that book, Diana?
• 46:41
  I do.
• 46:42
  Shift into Rich.
• 46:43
  So Shift is my word.
• 46:45
  Shift into Rich navigate the 9 roadblocks to small business success.
• 46:50
  And it's it's available on, on Amazon and Kindle or hardcover.
• 46:57
  But that's one thing.
• 46:59
  You know, another thing is there's lots of, mentoring available, through government
• 47:05
  programs.
• 47:07
  If you're just starting out and you don't have a big budget to invest in, I'm not that
• 47:14
  familiar with the, Ontario.
• 47:17
  But I know in Ottawa, for instance, there's Invest Ottawa.
• 47:21
  Start up Ottawa.
• 47:22
  So there's probably similar programs in Toronto.
• 47:28
  Or you know, find a business coach that you resonate with and have a conversation, have a
• 47:34
  conversation, and see, you know, It's important to know how you're going to take this passion
• 47:42
  and turn it into profits.
• 47:44
  You know, get down to be willing to get down to the nitty gritty, as I say, in the the
• 47:50
  practical side.
• 47:52
  Yes.
• 47:53
  So just get the right guidance around you and know Sometimes a passion should just stay a
• 47:58
  passion, and I think Exactly.
• 48:00
  Yeah.
• 48:01
  Right.
• 48:02
  Yeah.
• 48:02
  And, you know, because, you know, being an entrepreneur, like you said, that you've been
• 48:06
  for 30 years.
• 48:07
  It's a lot of work.
• 48:09
  Yes.
• 48:09
  Initially, and you once you set up things, you wanna be able to create the business so that
• 48:14
  you can have whatever passion out there in the world, but at the same time, you you don't want
• 48:20
  it to be that it's you don't have to time off.
• 48:23
  Like you said, like, if you're creating a business because you wanna be able to gain
• 48:26
  certain things is the buzz, you know, eventually at some point, as you move out of
• 48:31
  the employee stage.
• 48:32
  Who's, you know, is the business running?
• 48:34
  Are you or are you running the business?
• 48:36
  Exactly.
• 48:37
  Exactly.
• 48:37
  So it's really important to I also say it's really important to know what kind of lifestyle
• 48:44
  you want.
• 48:45
  And when I'm working with private clients, that's the first thing we talk about.
• 48:54
  What is it?
• 48:56
  What would be your definition of success, for instance?
• 48:58
  And I take them through a whole workbook, you know, in 5 years 3 years, whatever it is for
• 49:05
  you, and you're building this business, what would success look like?
• 49:11
  And that's such an important point.
• 49:14
  You know, we're both members of caps, and you I will will say we actually just recently had a
• 49:20
  month ago, just talk about different parts of the business, and that was something that
• 49:25
  someone came up with they were talking about.
• 49:27
  And you know, my my, focus is here to obviously speak and train more, but I'm at that
• 49:34
  development life developmental life stage when my son is about to leave home.
• 49:38
  Right?
• 49:38
  Prior to that, you know, and I, you know, I can hear some of not just the females, but also the
• 49:44
  men talking about how difficult that has been.
• 49:48
  You know, they may be successful, but they're they're never home.
• 49:52
  Right.
• 49:52
  You know, and and, you know, being able to touch down for, you know, for 48 hours before
• 49:57
  you get back and and you get again, you're going off to some do something you love, but
• 50:01
  then what's happening with the the family end of things.
• 50:03
  And that was one of the guidance, that one of the speakers talk talked about is that make
• 50:09
  sure that whatever you're you're how you're defining success is a holistic approach,
• 50:15
  because this particular person was saying at the point she was achieving at, her children
• 50:19
  were grown and I said good points.
• 50:21
  Right?
• 50:22
  If you still have children at home and they're younger and there's activities and all those
• 50:28
  things.
• 50:28
  You know, how much of that stuff is good?
• 50:30
  Are you gonna miss?
• 50:31
  And if if, you know, that's a a real core need, it may be that you shifted accordingly based on
• 50:37
  how you defined success.
• 50:39
  Yeah.
• 50:39
  I was, listening to I think it was one of your caps members, actually.
• 50:43
  And she was saying how her definition of success as a speaker was that she spoke
• 50:49
  locally.
• 50:50
  And if she spoke abroad or if she spoke at great distance, she got to choose where it was
• 50:55
  and that this it was a place that was suitable for you know, her family could go for 3 or 4
• 51:01
  days or a week and they could go with her.
• 51:04
  So yeah, it's being clear about what you're you want to build and what you want your life.
• 51:11
  As I say, your life and your business should mesh together.
• 51:14
  They they shouldn't be such different, you know.
• 51:17
  So, I mean, I have no great aspirations to be, you know, speaking across North America,
• 51:23
  Europe, or the world, and getting on a plane of 2 days.
• 51:26
  That doesn't float my boat at all.
• 51:29
  So, yeah, be clear about that.
• 51:33
  Well, this has been a very educational and, it's helped me recognize, like, I I could
• 51:40
  relate to some of the things
• 51:42
  that you talk about.
• 51:44
  And but I've also recognized that, the stage of the business that I'm at, you know, what steps
• 51:49
  I need to continue to start, you know, adding systems too so that I'm, you know, not
• 51:55
  micromanaging and not that I am a micromanager, but sometimes when you're starting, and it's
• 52:00
  all hands on deck.
• 52:02
  You may be the only person with the hands on deck.
• 52:04
  Right?
• 52:04
  And it takes a while before you, like you said, you start to feel profit so that you can start
• 52:09
  putting the systems in place.
• 52:11
  And like you you're right.
• 52:13
  Like self care, like, that's so so key.
• 52:17
  That's something that I've always focused on, but even more so now, you know, that I've been,
• 52:22
  working on my business.
• 52:27
  So, Diana, for everybody that reach out to you and chat with you, connect, obviously, the book
• 52:32
  is on Amazon.
• 52:33
  You can or you could just, Google Diana, and I'm sure it'll redirect you to the, her book.
• 52:38
  Diana, for anybody that would like to connect with you directly, where can they reach you?
• 52:42
  Sure.
• 52:42
  My website, as I said, I like to keep things simple.
• 52:45
  So my website is dianalidstonedot com.
• 52:50
  And you know, if anybody would like to book a complimentary business breakthrough session
• 52:55
  with me, they simply go to my website dianalidstone.com/apply.
• 53:05
  And it just sends you, you know, a couple of questions and then it sends you to book a time
• 53:10
  with me on my calendar.
• 53:12
  And I love speaking with entrepreneurs who really want to take their business to the next
• 53:18
  level.
• 53:19
  Well, that's awesome.
• 53:20
  So, hopefully, it'll be coming to Toronto sometime.
• 53:23
  Maybe we'll see at the at the Capps, meeting in Toronto.
• 53:28
  And I know this year we're gonna have our conference in London.
• 53:31
  So I'm sure definitely for sure.
• 53:32
  We'll see you there because I'll be there too.
• 53:35
  So for so everyone, thank you again for tuning in and Diana for all your wisdom today about,
• 53:40
  what we need to go up there and do as, solar printers.
• 53:44
  So I I guess when I when I listen to what she's saying, more than ever and which resonates with
• 53:50
  where I am at is, what are you creating?
• 53:54
  How what makes you unique?
• 53:56
  What skills do you need to develop and what kind of business things do you need to get in
• 54:00
  place?
• 54:01
  And if you can ask answer those questions.
• 54:03
  That would be an awesome opportunity to reach out to Diana, and create that if there's
• 54:08
  passion and you really want a profitable business, to take the right steps at the
• 54:14
  beginning.
• 54:14
  Maybe something I could have done a bit better myself.
• 54:17
  And, if you're needing any additional information on me and I'm a mental health and
• 54:21
  wellness expert, and I can be reached at, Roxanne.
• 54:26
  So thanks, Diana, and we'll talk with you soon.
• 54:29
  Take care, everybody.
• 54:30
  We'll We'll check-in next week.
• 54:32
  K.
• 54:32
  Bye.
• 54:33
  Thanks for tuning in to authentic living with Roxanne creating the space for positive,
• 54:39
  healthy change.
• 54:40
  Roxanne is a keynote speaker, psychotherapist, and coach to work with Roxanne, visit Roxanne
• 54:47
  Durgesh dotcom/blueprint.
• 54:50
  We'll see you next time on authentic living with Roxanne.