Latest / None of Your Business Podcast / They Built Their Businesses from Nothing… Here’s How

Transcript

They Built Their Businesses from Nothing… Here’s How · None of Your Business Podcast

0:00
Kind of takes guts to say here's a brand I just did.
0:03
What are your thoughts? Am I willing to welcome negative
0:06
comments in the feed? Oh, you could have done this
0:09
better. You could have done that better.
0:10
But it's Gary. Do the negative comments get to
0:12
you it? Was a train wreck.
0:15
If you look back, you know, if that, if that's the the better
0:18
way to say it, I couldn't focus, I couldn't learn.
0:21
And if you look at the minute of those successful people within
0:26
our industry. They were probably failure.
0:28
Failures. They were the failures in
0:30
school, I'm sorry to say. Now I'm not patting myself in
0:32
the back that I'm the most. Successful out there are much
0:33
bigger failures. None of your business, Oshi.
0:40
None of your business, Michael. It's the None of Your Business
0:43
podcast hosted by Michael Anoshi.
0:48
Our next good looking guests. Oh, thank you, Michael.
0:52
Well, it was the first time you used that introduction.
0:54
You know, either way, you you should have seen the way he was
0:56
looking at me is none other than Ellie Bosh.
1:00
Ellie, I have to just first start off by thanking you for
1:03
this beautiful design of the none of your business podcast.
1:06
I don't know if the world knows this, but you know, coming up
1:09
with the idea of a podcast is one thing and coming up with the
1:13
concept of a name is another. But putting it the graphics
1:15
together and the design. I've, I, I, I feel like I'm a
1:19
pretty creative guy. And when you meet someone that's
1:23
like the next level creative, it's, it was exciting for me to
1:27
be honest. I think it was a huge
1:28
collaboration and I would say that I'm always excited to team
1:34
up with other creative minds. That gets my juices flowing.
1:38
And I would say that, you know, having yours and Stephen's
1:44
creative direction in the process definitely added a lot.
1:47
And knowing that I had the opportunity two years into this
1:51
business to work with somebody who's been a marketing genius
1:54
for 20 years was very exciting. So compliments joking about
1:59
Michael. 20 year. Yeah.
2:04
I mean, prime source has been going on for 20 years.
2:07
Thank you. He's the chief marketing
2:08
officer. I mean, so Chief Entertainment
2:11
Officer I. I do second that.
2:12
Oh yeah, yeah, another compliment from both sides.
2:14
You know, if you want to go a night out in the city, if you
2:17
want to go on a vacation and you're looking for things to do,
2:20
Michael's always been. Someone called me yesterday at a
2:22
conference call. Ari Landau called me yesterday
2:25
and you know, I was available. I picked up he was on conference
2:28
with somebody. Michael Sweet 16 give us ideas
2:32
what to do Go go. It just went.
2:34
Attack mode. I'm like, oh, you want karaoke?
2:38
What is she like what? You know, the first question I
2:40
asked is, and you know, we've, we've done this before is well,
2:42
tell me what's on your mind. Like tell me a little bit about
2:44
yourself. Tell me a little bit about the
2:45
birthday girl and let's take it from there.
2:47
But Ellie, you, you're doing a lot of creative things.
2:50
I've been watching you and you're very active on LinkedIn
2:53
and I've been watching you there.
2:54
When did you start on LinkedIn? So I started January 15th, 2023.
2:59
How do you know that? Because I know that.
3:02
Because I remember. Are you a dates person you
3:04
remember? Dates.
3:04
No, I'm actually terrible at that.
3:05
But LinkedIn I'll never forget. Because the anniversary date
3:08
keeps popping. Up this post in the world.
3:10
What was it? Oh my God.
3:11
And I was like waiting. I'm like, I just started a
3:13
business like 15 days ago, January 1st and I'm like, how am
3:16
I going to get my name out there?
3:17
And I'm like, I, I guess I'm just start on posting on
3:19
LinkedIn. I've been watching people post
3:21
for six years, but what am I going to post about anyways?
3:23
I find this like it was freezing.
3:25
It was like 0° outside and I find this like old flannel Ralph
3:28
Lauren shirt in my closet and the collar's just all messed up,
3:33
right? And I'm like, how am I going to
3:35
wear this? Like do I take out an iron?
3:37
And then I start just like pressing it with my hand to kind
3:41
of even it out. So I go wear it because it was a
3:42
cold day. And then I get on to LinkedIn
3:45
and I'm like, you know, you can have a really bad habit.
3:48
You can have something that's this shirts been stuffed in the
3:51
closet for three years. But if you get in there and you
3:53
start pushing yourself and you you really have the willpower to
3:58
change yourself, then you can make a shirt flat.
4:02
And in life when you have a bad habit, if you put your mind to
4:05
it, then you could change it. And I've been enjoying watching
4:09
your status, just watching your life journey and just the
4:13
positivity in how you meet people and how you bring out the
4:16
best of them. So I have to say thank you to
4:19
you because your podcast has been a real inspiration.
4:23
You know, going into business, you're all excited.
4:25
Fluffy eyes. Podcast is you too by.
4:27
The way, and is it fluffy eyed, is that you're the English
4:30
professional. I kind of feel a little bit left
4:32
out of these kind of things. Puppy eyes right you I feel
4:34
like. We compliment them on something.
4:36
No, no, no, it's OK. I just I feel like the two of
4:38
you are having like this little love.
4:39
Yes, we're having a creative love affair.
4:41
I I, I do love, Michael. I I do love.
4:43
I don't consider myself to be a creative mind, so I don't quite
4:47
understand, you know, what you guys are are talking about.
4:49
I can I can respect it, but it's I like it.
4:52
It's I'm just curious on this LinkedIn thing, you you put a
4:54
video or it was just no, I just put a picture of my shirt
4:57
really, and not even of myself. I'm too scared.
4:59
How did that post to? It actually did like 40 likes
5:02
and I'm like, hey, LinkedIn works.
5:04
So I started posting like every other day and slowly built my
5:07
business through there and eventually built a website.
5:10
Eventually at first I it was hard getting clients.
5:14
I started giving away projects for a lot less money than it
5:18
would be worth. But then I was able to share the
5:20
projects and when people saw the projects, they're like, I want
5:22
to work with this guy. So, you know, started out
5:25
charging $1000 for a logo, then 3000.
5:27
And when people see the $3000 logo, I'm like, yeah, how much
5:30
do you charge 5000? Once people see the $5000 logo,
5:33
I say it's 7000. And then slowly you build from
5:35
there. So I, I've built the, the
5:36
business off LinkedIn. And I would say that in the
5:39
beginning of my business journey, everything like looked
5:41
like it was going to be easy. And then you like kind of hit
5:43
like this dark moment where you're like, how am I going to
5:45
do this? Like it was fun doing it once or
5:47
twice, but now I have to build a team.
5:49
And now I'm not exactly involved in marketing all day.
5:51
I'm running a business and and just like I was saying before,
5:56
before you interrupted me, has she sorry, I I got a lot of
6:00
inspiration from Michael and I I, you know, we've came friends
6:04
through business, which is another awesome thing about
6:06
LinkedIn you can make real. Friends.
6:08
Oh, is that where you met on LinkedIn?
6:11
We met you posted on LinkedIn. I'm looking for the best
6:14
creative minds out there and I told you up we met in your
6:16
office and we work together. So yeah.
6:19
I interviewed three people. Yeah, honestly, I mean, I think
6:23
that's something worthwhile telling a story about.
6:25
You built your business on LinkedIn.
6:27
Yeah, it's it's really cool. That's amazing.
6:29
I mean, people need to know this.
6:31
It's something that's you should be proud of and it's something
6:33
that I think people need to recognize that when you're
6:35
starting a business, you don't have to think that you're going
6:38
to start your entire business on LinkedIn, but definitely a
6:40
portion of it. Yeah, 100%.
6:42
So for me, I have a certain like like now I'm going to compliment
6:49
you or she. You have like a, a way with
6:52
words, right? You have a way with words, the
6:54
English professor. Right, he's going to take
6:56
attention. I have a way with words also and
6:58
I and I have a talent to write, you know, rapping in the shower
7:02
at a young age, right? So I'm I'm good with words.
7:04
Is that a true story? Yeah, you can write.
7:06
Freestyle. Get out of here.
7:08
Come on, I'm not great. None of your biz.
7:14
I'm not good. I'm not thinking.
7:15
I'm not good on the spot. You started real good.
7:17
That's Yeah, that he started real.
7:18
Yeah. I could spit a little, but it
7:20
has to be in the moment. When I'm in the shower.
7:22
That's my zone. All right.
7:23
We'll join you there, then I guess we'll be lurking somewhere
7:27
in the stomach. Yeah.
7:30
No, no, I I like it. You were a compliment.
7:31
I think you should go back to that.
7:32
I we like none. He was saying about words.
7:34
Yeah. And he started, but how?
7:36
What does that mean? You started your business on
7:38
late tonight, Ben. I just started posting my
7:41
thoughts about what what branding is, what the power of
7:44
branding is, what the power of website is You see I came in
7:49
from doing sales for six years across the hall at next
7:52
Millennium. So my experience, the next
7:54
Millennium, yeah, I Co found the next Millennium, yeah, so.
7:57
Really. Yeah, and then I went on my own.
7:58
Wild prime source. Was there in the office or
8:00
before? Yeah, I was doing COVID.
8:02
You guys were like non existent. Everybody was working from home
8:04
when I was right. You, you when we moved in, it
8:07
was basically around COVID time and there were maybe like two
8:10
people from prime source that showed up to like Mintra and
8:12
all. And you know, we didn't see any
8:14
of you. I never saw any of you.
8:15
We. We let everyone work from home.
8:16
That was good. Yeah, so I didn't get to meet a
8:18
lot of you guys, but yeah, some of the guys I, I knew from
8:21
Mintra or hopping over across the hall, Ezzy Weiss actually
8:25
worked there. We used to.
8:26
Yeah. So he used to come in.
8:29
So you had experience in this design business from before,
8:32
this wasn't a brand new? There's, I had, I had a lot of
8:34
exposure to, you know, digital advertising and to we were
8:40
brokering ad space. So we weren't actually creating
8:42
the ads, but we were brokering the space between the brands and
8:46
the websites that had the ad space online.
8:49
So I was very familiar with it and you know what it meant to
8:51
create an ad campaign from side of that business, different side
8:54
of it, right, right. So I was doing consulting for a
8:57
year after I left there and then I realized there's a big gap
9:00
between strategy and implementation.
9:01
And that's when I decided to open my own business and, you
9:04
know, deliver the actual and product.
9:07
Did we? Have any money to start this
9:09
business? So honestly in the beginning it
9:13
was very light overhead working from home and if I got a job I
9:18
would like sub it out and find a freelancer and then eventually
9:22
with time I got enough clients where I was able to bring things
9:25
in house. So very very light overhead and
9:28
I had saved up money from my other job so did not need.
9:32
Entirely on your. Own.
9:33
Yeah, I mean, no. Partners, you're gonna bring any
9:35
investors in? Nothing.
9:36
No marketing budget, nothing. So it's just living on savings
9:40
and trying to build up a. Business.
9:42
Yeah, that's the right. Way we're I'm very proud of you
9:44
by the way I have to I have to say I mean because I speak to
9:46
people all the time who are afraid to post they're afraid to
9:51
go on camera and they're afraid to you know put out a message
9:53
and like watching you is just amazing so.
9:55
It's kind of funny. It was kind of freeing going
9:57
away from a company that was, you know, getting looked at from
10:00
private equity. And we had eyes on us.
10:02
And, you know, if I would say something slightly political, I
10:06
would, you know, get a message from the head of HR.
10:09
And I kind of like, felt a little trapped.
10:10
And like the second I left and I exited, it was like, OK, OK, now
10:15
it's just like that. Let's go.
10:17
Let's. Go baby, keep typing.
10:19
Here's what I really. Think Yeah, exactly.
10:20
I'm curious about one of your posts that didn't do well and
10:24
you know it didn't do well and you're like wondering why did it
10:26
do well? When I'm lazy to come up with a
10:27
good hook, it's probably going to bust.
10:30
When you don't attach media to it, it doesn't do as well,
10:32
you're saying? Part of the key of a good post
10:34
is a hook and media. I've learned this from.
10:38
Media is huge. A good hook is huge.
10:40
Give me give me an idea of a hook.
10:41
I want to talk about this actual, you know, experience
10:43
here. We're sitting at the sat at a
10:45
podcast today with Ellie and oh, she had a great time.
10:47
We spoke about LinkedIn. It was amazing.
10:49
Where would I put a hook? How would I orchestrate that?
10:53
You know, paragraph and. I would say I don't know.
11:00
For example, last week I basically we implemented a new
11:06
process for our websites and our company.
11:09
And one of the ideas that I had a designer didn't like and I was
11:13
like insisting on doing it. So instead of being insistent on
11:16
putting my foot down, I said, you know what don't you like
11:19
about this part of the process that I implemented?
11:21
And she gave me a whole story that, you know why it's not
11:24
good. And I heard her.
11:25
And the hook on the post was I got shut down, right?
11:30
I got shut down. I got shut down and everybody
11:32
clicked and read and they thought that I lost the sale.
11:35
They, they wanted to see what happened.
11:36
Like what do you mean you got shut down, right?
11:39
So everybody was saying good hook.
11:42
Like, you know, basically you want to like create, you're good
11:46
at this. You want to create like a get
11:48
people intrigued, like what the story is.
11:51
Right, right, right. That's awesome.
11:52
You you do a really good job at it.
11:54
Besides, I would say also the posts that really stink are the
11:57
ones that are all about yourself.
11:59
Nobody gives a damn about you. You have to, you know, there has
12:03
to be some education. People call it value there.
12:09
It has to be about about the users engaging them, like asking
12:13
them for their feedback. Kind of takes guts to say here's
12:16
a brand. I just did.
12:17
What are your thoughts? Do are you are you am I willing
12:21
to welcome negative comments in the feed?
12:24
Oh, you could have done this better.
12:25
You could have done that better, but it's scary.
12:27
Do the negative comments get to you?
12:31
They don't get to me. It just only inspires me to be
12:34
better. Any any criticism is just a
12:38
learning experience and a learning moment to have just a
12:40
way to improve. So I don't really take it as
12:43
criticism, I take it as advice. You know, Oshi and I had this
12:45
discussion a few months ago when I was saying I think you should
12:48
post, you know, quantity and quality, which is a very
12:51
difficult thing in LinkedIn, right?
12:52
So like post everyday. We're discussing about posting
12:55
everyday versus posting once a week, right?
12:57
What's your advice on people when it comes to posting?
13:00
You know, I was very into posting every day to the point
13:04
where like I would start getting tight in my chest.
13:06
It was 3:00 PM and I had them posted and I had that, so much
13:09
of that pressure. But some people say it's better
13:12
to post every three days and let your post pick up steam through
13:16
those days. Everybody has their own way.
13:19
For me right now, it's just a matter of timing.
13:21
It's a matter of have something creative that comes to my mind.
13:24
So I, I don't get so crazy, but I think in the beginning you do
13:28
have to be out there and more of the most underrated things is
13:31
commenting, right? Because you have your own little
13:33
audience, right. But if you could tap into 25
13:36
other people's audiences every single day by commenting on
13:39
their posts. So all the, all their audiences
13:40
are seeing, seeing your comment. So that really amplifies and
13:44
helps you grow a lot, a lot faster.
13:46
So putting in that time to commenting is, is huge.
13:50
It's underrated. I like that advice.
13:52
By the way, did you put a post up yet today?
13:54
I did. In the morning, right when I
13:57
woke up, I put up a branding project.
14:00
OK, Yeah. What about still in bed?
14:02
Yeah, yeah, it was just like something I wanted to get rid of
14:05
and just get on with my day. So I'm curious, anything
14:08
happened throughout the day today that you're like, oh I
14:10
want to post about this. When I was on the way to the
14:13
show, yeah, I, I took a video in the car.
14:16
I didn't know the posting it. I don't know, tell me what I
14:18
posted. It was just like day in the
14:20
life, like, hey guys, I'm on the way to this architect show, done
14:22
an architect show. I'm going to be on the none of
14:25
your business podcast. The reason why I'm going is
14:28
because so and so I'll post it so everybody sees it.
14:32
But the reason I'm going is because I feel like designers
14:34
would appreciate, you know, our design.
14:36
So that's why I want to go meet them and and make connections.
14:39
That was the that was the idea of the post kind of random.
14:42
I there's a lot of people that have content structures like
14:45
Tuesday I post about this. And everybody's waiting for
14:49
their post on Tuesday. Exactly, I I just posted over
14:52
comes to my mind yesterday I I wrote a funny post.
14:56
I just I'm finally able to spell entrepreneur without spell
15:00
check. Does that make me an official
15:01
entrepreneur? That was the post and that's it.
15:04
That's good. And whatever comes to my mind.
15:06
I don't know, I feel like people want to just spell entrepreneur.
15:08
Absolutely not. OK.
15:09
It's E NTRE entre PRENEUR. And then you can, yeah, entre I.
15:22
Can call Mississippi by the way. Now my next thing is
15:24
connoisseur. Oh boy, connoisseur.
15:26
If you can get connoisseur, then you're a connoisseur. 2S S.
15:29
Right. And it's E i.e.
15:31
UR or something like that. Yeah, you should know that.
15:34
Yeah, the English language is complex.
15:37
It's funny too. You know what look, I we had a
15:39
great day today. I appreciate you coming.
15:41
The idea of thank you for having me.
15:42
Thank you. And by the way, just shout out
15:45
because in the next few months we're going to be dropping
15:48
senior care events another day three project, which I'm really
15:51
excited. The healthcare industry is
15:52
waiting for it, yes. We're all waiting for it.
15:56
We're very excited. We're excited about that.
15:57
It's all about that red dot. The reason why I love that is
16:00
because when Ushi was proposed to you, this red dot, I'll never
16:05
forget. He looked at you and he's like a
16:07
red dot. That's what we.
16:09
Paid you for to come. Up with a red dot.
16:12
That red dot? Is going to change the interest
16:14
and then Stefan was, you know, he's the marketing brain.
16:17
He's like, guys, this is, you know, that guide in the mall
16:21
like you are here, where are you going?
16:24
And he came up with that concept and then everybody bought into
16:26
that. So Stephen saved that, actually.
16:28
Thank you, Stephen. Stephen, before you go, Ellie, I
16:30
just want to ask you who are people that you follow, that you
16:32
look at and you're like, oh, I like this.
16:34
Guy other than Michael Greenfield.
16:35
Michael, number one, who do I follow?
16:39
First of all, Kyle Kaufman has been like very instrumental in
16:42
my growth. So early on, whenever I needed
16:44
advice, I went to her. She ended up becoming my client,
16:47
but I always can turn to her. She's like a 20 year industry
16:50
veteran, so she's been very instrumental.
16:53
I love following her Charna Ambers label.
16:57
Schwartz. Haven't been scrolling the feet
17:02
as much lately, so my mind is not fresh.
17:04
Those are good. Those are?
17:05
Yeah. Really good.
17:07
Who else? Yeah.
17:09
Yeah. Oh, she.
17:10
Why don't you post on LinkedIn? So I post more seldomly.
17:15
I believe in quality over quantity, but I'm not posting
17:19
enough even for what I'm doing. I should be posting more, but
17:23
I'm not a big fan of LinkedIn overall as much as a lot of
17:26
other people are, especially as much as you guys are.
17:29
And I'm not knocking LinkedIn. I'm not saying that I don't
17:32
think it works. I just I don't think it's as
17:33
great for me at least. I don't get the major use out of
17:36
it that other people are saying they're getting.
17:39
I. I feel you're a very people's
17:41
person. You're like very good in person.
17:44
You need that like the connection face to face.
17:46
Yeah, right. We're more marketers.
17:48
We want to get ourselves out there.
17:49
Yeah, I see that with you. So, but I'm starting to see it
17:52
on other platforms. Like I think there's a lot of
17:54
merit to YouTube. I think that a lot of people,
17:57
everybody is on YouTube. Not everybody's on LinkedIn, but
18:00
everybody's on YouTube. Everybody's checking out YouTube
18:02
and checking out their shorts of it's checking out clips.
18:04
I mean. LinkedIn just added shorts, so
18:06
if you. Start yeah they're shorts are
18:07
very lame I've seen their shorts there's shorts the.
18:10
Content that's going to improve, people are going to realize that
18:12
they need to invest. In but they're never going to
18:14
they're never going to compete with YouTube shorts because the
18:17
content on YouTube has been, you know, for for hundreds of years.
18:21
I mean they're they're way more advanced.
18:22
So I don't know. I just, I don't see the merit
18:24
of. Honestly most YouTube shorts are
18:26
like tik toks reposted to YouTube right?
18:28
Yeah, yeah. And some that and some, yeah.
18:32
I just want to ask you, people who are starting off, they're
18:35
creative, they want to get into a business from a creative
18:38
standpoint. I mean, you're here today.
18:39
We're talking to designers, people that are naturally
18:41
creative. We had a couple of creative
18:43
people on the podcast that say, Oh yeah, it's a God-given gift
18:45
and you have to know how to, you know, channel that.
18:48
So what would be your advice to the young people that are
18:50
starting off? They're creative people.
18:52
You know what to do, how to channel that creativity.
18:55
So I would say First off, surround yourself with people
18:58
more talented than you are. Good one.
19:01
Because you don't want your company to grow as as as much as
19:07
as big as you are, as good as you are.
19:09
You want your company to grow more than that.
19:11
So start by taking on lower cost projects and really deliver like
19:17
over deliver, over deliver. Because if you take a logo over
19:22
$1000 and you over deliver and you make it look like a $5000
19:24
brand, when you show that to people, you'll be able to start
19:27
charging $5000. Beautiful.
19:29
So that's the first thing over deliver and then surround
19:32
yourself with people that are more talented than you.
19:35
Now it yeah, those are the two things that I would I would tell
19:39
them and also get into nature whenever you're feeling like
19:42
you're stagnant. I came up with the name day
19:45
three on the top of a mountain. And day three represents the
19:49
third day of creation where all the growth and transformation
19:51
happened. All the trees, all the grass,
19:53
everything started growing and I was on top of a mountain and I
19:55
was thinking like, when was this created?
19:57
Oh, on day three. So I me and my company day
20:00
three. So get out into nature.
20:01
If you're creative, get out into nature whenever you're feeling
20:04
stagnant, strain yourself with good people, learn from others,
20:07
right? Like I was saying, I I look up
20:09
to people like Charna Ambers, Kyla Kaufman, the big designers
20:13
in the industry. And yeah, they've paved the path
20:16
and I'm just trying to do it a little.
20:17
Different. Those are stellar pieces of
20:19
advice, by the way. Yes.
20:20
Well. Dropping some Nuggets over here.
20:23
Yeah. All right, poppers.
20:24
Yes, All right. Thank you, guys.
21:09
And I learned that the Serenity Center is a clinic that provides
21:12
a service for therapy that's led and supervised by Mordecai
21:17
Weinberger. And I see why they're so
21:19
successful. And it's just something that,
21:22
you know, we need to mention more of.
21:24
And I want the community of Rockland County and even beyond
21:26
to know that if you need therapy.
21:28
Don't wait and push it off because it might be too
21:30
expensive or you may not be aware of the perfect therapist.
21:34
Go to Serenity center, try them out.
21:37
Insurance will most likely cover most if not all the charges and
21:41
you will get top level service. Sounds like a no brainer to me.
21:45
I've recruited one of my really good creative friends, Ellie,
21:49
here to join me and we are sitting here with none other
21:54
than Ellie Goldring. Ellie.
21:56
With an eye at the end. Ellie with you're the.
21:59
Ellie with the I he's the. Ellie, I'm with the E, sorry
22:02
with the IE. Sorry with the E at the.
22:03
Oh, Ellie with the E, right? Yeah.
22:05
What's with the EFT? What is with the E?
22:06
Was it Eliezer? So what is it?
22:08
So yeah, let's go. Let's talk about that for a
22:10
minute. So Eliezer is my full name.
22:12
Eliezer Zussia, for all those listening.
22:14
Yeah, no. The highly guessed Glennedeber.
22:17
And when I went into the secular world, I was called Ellie,
22:22
meaning that the spelling is Ellie, but the pronunciation is
22:26
Eli. And I just ran with it for about
22:29
18 years and I got a little older, as you can tell, and I
22:32
got a little sick of that. You don't like the?
22:34
Eli. I didn't like the Eli no,
22:36
because I wasn't Eli Manning and I don't have his arm or his
22:39
pocket. So I'm like, I just don't like
22:40
that name anymore. So I decided.
22:42
One second, I think I'm a genius here with my dyslexia.
22:45
I never understood the longy, the Shorty, the vowels, the
22:47
whole thing. But someone told me just add the
22:49
E in. It's beer.
22:50
It's Pot of Eliezer. So it's Eli but then.
22:52
It almost looks like Ellie, which is a girl name, girl's
22:55
name, ELL i.e. If you add one more L, it's like
22:57
a girl's usually the girl. When I go to Starbucks and I
22:59
order a, you know, a drink, they'll write ELL i.e.
23:04
Right. Yeah.
23:05
So it could be spelled that way or with the Y at the end that
23:08
would make it the female name. But so far nobody thought that
23:11
I. Why do you care to be called
23:12
Eli? Their issue.
23:14
I just don't like it. You don't like it?
23:15
That's not you. You want to feel like it's you.
23:17
That's it. That's weird.
23:18
And have people continue to make a mistake calling you Eli with
23:21
an E at the end. So actually.
23:23
What happens is that people actually ask me how So how do
23:27
you pronounce it? Because it's definitely not Eli,
23:29
right? So how do I pronounce it?
23:31
And people are very respective about it.
23:33
They actually want to name you or call you by the name.
23:36
Yeah, that you're. It's funny, how do you spell lie
23:39
L i.e.? Taking over for Oshi with the
23:42
grammar right? So it could still be Eli, but I
23:45
guess they get the message. OK good, I'm just.
23:46
Curious, I know you read a lot of books or you I guess listen
23:50
to a lot of books. You said you're this correct,
23:52
dyslexic. So let's talk about that.
23:54
For 36 years of my life, I haven't read or listened to a
23:59
book. And I labeled myself as being
24:03
dyslexic from the sense that I am street smart.
24:05
So I learned everything the hard way or absorbing it from someone
24:10
else. Just listening and understanding
24:13
it and tweaking it in my own creative way as I call myself a
24:17
visionary today. It's called driven.
24:21
Those that have ADHDADD and all the other initials after them,
24:26
Those that were thrown out of class in childhood.
24:29
You're the unique people of the world.
24:33
You're the driven people of the world, which from Doctor Douglas
24:37
Brackman, it's 8% of the world, are those driven people.
24:40
And we're not going to name all the big ones, but think about
24:43
Jeff Bezos and other Elon Musk and Apple and all those other
24:48
great iconic people that the world's been gravitating from.
24:55
Wow, that's who we are. So.
24:57
How many books do you go through now?
24:58
Like a year? So right now we're on a book a
25:00
week. A Book a week A.
25:01
Book a week, we're at 1.75 on the speed.
25:04
So I'm a speed reader it's called.
25:06
It's not about understanding every single word and every
25:08
concept. It's about just being broad
25:11
minded and open minded from the sense of knowledge, just mass
25:16
knowledge. So I'll give you an example, Dan
25:18
Sullivan from Strategic Coach, It's got about 20 books out
25:21
there collaborative with other people.
25:23
I've gone through the entire series.
25:25
Collins, Pat Lynchione, Geno Wickman and many others, just
25:31
from going through a series of different pieces from psychology
25:35
to people about delegation leadership.
25:37
Start with why Simon Sinek. I've watched probably 100
25:41
podcasts of him. So between books and podcasts,
25:45
I've been a little drunk over the last three years, but it's
25:49
feeding my brain the perfect. Dose that I was looking for
25:54
because actually in one of the podcasts I learned that the
25:56
brains that have 0 alcohol in them are very very sharp.
26:02
So I reflect back and I never ever drank.
26:05
I don't drink kiddush wine. Nothing.
26:07
No wine, no what. Do you do at a kiddush?
26:09
I just have a good piece of herring.
26:13
So that's it. My brain is still fresh and
26:15
young. You're not overwhelmed.
26:16
You're not overwhelmed with all these books.
26:18
Like, you know, it's just like there's a concept of like you go
26:21
to sleep, you put something in, you listen to it and your
26:23
cousins are your subconscious. I feel like it's it's you're
26:26
making up your new DNA, so to speak, of who you are based on
26:29
all this information. Very good.
26:31
So I'm actually tapping into all the uncovered wisdom, I call it,
26:35
and all of the things that were baked in, or they call it
26:38
stacked in the closet. I'm actually getting the chance
26:42
to be able to take all that and uncover it.
26:45
Those that say, you know, peeling away from the onion, so
26:48
to speak. A lot of hidden talent, believe
26:52
it or not, with a lot of people out there.
26:54
Within US. Within us, yeah.
26:56
Yeah. And I, I say it all the time,
26:57
it's about having the right people sitting in the wrong seat
26:59
in your organization. OK, That comes from a Jim
27:02
Collins. Expanded that a little bit.
27:05
Yeah, so he talks about having the right people on the bus
27:08
sitting in the right seat. So I'll give you a little
27:11
analogy on that. I flew once to Troy, OH little
27:14
town, and we were eight people on a 42 seater plane and some of
27:21
us were in the front, some of us in the back.
27:23
And before take off, the pilot says, gentlemen, I need you all
27:26
to go in the back. And we're thinking, Oh my God,
27:29
he couldn't take off. He had too much weight in the
27:31
front. From the heavier people, sorry.
27:34
OK, Sitting in the front and as soon as we put all that weight
27:38
to the back, he was able to lift up for landing.
27:42
It was OK no matter what. I always thought that was a
27:43
myth. By the way, do they actually?
27:45
They can't take off without they.
27:47
Were not going to be able to take off.
27:48
The balance of the weight was a major factor from eight people.
27:52
Yeah. Yeah, what?
27:53
What'd you learn from? That.
27:54
So what I learned from that is that there is this concept
27:57
that's not just a theory, it actually really matters.
28:00
What seat are you sitting in? And then you can think about it
28:03
like you get on a plane. OK, so you have the aisle seat.
28:05
What's your preference aisle? A window in the middle.
28:08
You want to sit in the back. You want to sit in the front.
28:09
Everyone has a preference for a certain reason.
28:11
That's part of your DNA, I'm going to call it, in the sense
28:13
of where you most comfortable. Well, if I don't have a choice,
28:16
I could sit in the back. But if I have a preference, I
28:19
like sitting in the front, by the window, by the exit,
28:23
whatever that preference seat. Is can there be people that are
28:26
just the Jack of all trades in their company, not necessarily
28:28
one particular seat? So I'm going to phrase that
28:32
question a little bit differently.
28:33
The question is, can you have multiple hats and can you have
28:36
the ability to sit in different roles?
28:38
And the answer is yes, that all small business owners,
28:42
entrepreneurs specifically, are those that have in their DNA the
28:46
ability to multitask and sit in multiple seats at the same time.
28:52
However, at some point. You want to see yourself not
28:56
involved in certain pieces because you're better off being
29:00
in a better seat. So for myself, most of the world
29:04
knows me as being in the business development seat today.
29:07
Thank God I sit much more in a visionary seat.
29:09
That allows me to do things that I was not able to do while I was
29:13
in the business development seat.
29:14
Doesn't mean that I wasn't a rock star in the business
29:16
development seat, which happens to be the visionary, also does
29:19
great in business development, but it's a different type of
29:21
business development, different venues.
29:24
When you're implementing the EOS, what are some of the
29:26
biggest? Obstacles that you find with
29:30
business owners trying to implement it.
29:31
What are the biggest problems that come up and what sorry.
29:33
Before you get into that, what's?
29:34
EOSEOSEOS is the entrepreneurial operating system.
29:37
There's a book out there called Traction by Gina Wickman, and
29:40
it's a simple, practical set of tools to be able to, in order to
29:46
be able to systemize your business in three words, clarify
29:51
your vision. Have traction in your business,
29:53
understand that you're working day in and day out on that
29:56
vision and there's accountability and discipline
29:58
without with within the entire organization and healthy from
30:03
the sense there's a cohesiveness, there's open and
30:05
honest. It's a healthy environment.
30:07
People are excited to come to work, they're productive, it's
30:10
profitable and it's a fun environment.
30:13
So it's a holistic set of tools that go into the human aspect of
30:17
people. It's not software, it's not a
30:19
math, it's not a if it's a system, it's a set of tools.
30:23
And it's really, really simple and it works best.
30:26
For companies that are typically between 10 and 250 employees.
30:30
Like what are the biggest problems when it comes to
30:32
implementing? What are the biggest challenges
30:34
that you face when you're implementing the system and why
30:36
doesn't it work sometimes? So it doesn't work for people
30:39
that are not open minded and willing to change that.
30:41
A lot of people that are very happy with the status quo, OK,
30:44
they built a business, they're in a comfortable spot.
30:47
Nothing's really. Urging them to go somewhere
30:50
else, then EOS is not needed for someone like that.
30:54
EOS is here to help those that are in pain in a certain sense.
30:58
They're not growing or they're growing too fast and they don't
31:01
have a grip on what's going on within their business.
31:04
And then it's all about being very open minded.
31:08
You got to be willing to change. You got to be able to take the
31:10
risk. You got to be willing to let go.
31:13
You got to be able to delegate. You have to understand how to
31:15
set up the right structure. You have to be able to take time
31:18
to reflect. If you ask me the number one
31:20
reason why people are hesitant about it, I think it's the time
31:24
putting in the time. People today want everything
31:27
instant. I pay you for your fee for the
31:30
day. I want the results at the end of
31:32
the day. It doesn't work that way.
31:33
Get in the quarterly meetings. You got to do the yearly
31:35
meetings. You got to implement.
31:37
The L 10s. Weekly L 10s, rocks, scorecards,
31:40
accountability, people analyzer. You got to do it with the right
31:43
system. You got to take every piece of
31:45
it, understand which pieces of it you're missing from your
31:48
business. Double down.
31:51
Implement it. And how did you get into this?
31:53
How did I get it? I was just thinking of the same
31:55
thing. I'm listening all these letters.
31:56
I'm in KPIs, Rois, Abcs, defs. Yeah.
32:00
How did I get into it? Yeah, how does it push?
32:02
It and my second question to that is before you got into it,
32:05
were there any other operating systems, we'll call it business
32:09
operating systems that you considered?
32:11
As a as another option EOS? Or is EOS the only one out
32:15
there? No, EOS is not the only one out
32:17
there. We're very unique and we know
32:19
exactly who our target market is and we're very focused on our
32:23
brand. That's number one.
32:24
Number two, how did I find it? So going back to 2019, Steve
32:29
Schwarz, a great friend of mine, which I met.
32:34
In his office by meeting his boss had a trade show.
32:37
So here we had a trade show. Let's talk about the that works
32:40
out. Then everything comes to the
32:41
South of the Shamaya. But that's without saying that.
32:44
OK, that's that's first. Yeah.
32:46
Without that, if if you're missing that, nothing's going to
32:48
work. It's a given.
32:49
You got to wake up in the morning.
32:50
Instead, you need it. That's what you rely on.
32:53
That's what it you know, that's what that's that's the secret
32:56
sauce. Anybody wants to know what the
32:57
secret sauce is? It's a lot of it's got the
32:58
Shamaya, but Sweet Schwartz was a great friend of mine.
33:02
And was a donor of my non for profit called Hope.
33:05
I'm not going to get into that. And when he became an EO
33:09
implementer FD implementing it within a company that he worked,
33:14
he came over to my non for profit and said, I want to help
33:16
you grow out of this seat that you're stuck in.
33:20
At that point, I was sitting in all five seats, as we call it.
33:23
I was the director of sales, marketing, operations, finance,
33:28
COO, everything, everything. And he said read his book and
33:33
it's going to change your life. And he actually demonstrated the
33:35
90 minute meeting. And you listen to the book.
33:37
I did not listen to the catch. So as a visionary, as someone
33:41
who's driven, we also procrastinate.
33:44
It's one of our strengths because we have no weaknesses.
33:49
All right, I'm illusional. No.
33:50
So he did the presentation. I said, this is awesome.
33:53
Sounds great. It's like the perfect fix to all
33:57
of my problems. I took the book.
34:00
Put it on my window sill and I never looked at it again.
34:04
Fast forward, I went to a trade show.
34:05
Back to. The trade show.
34:07
A summit, the J Boss Summit. And there was a presentation
34:11
there of an implementer and a friend of mine, yes, Sir, Jacob
34:16
Woods, He was sitting through that presentation and I went to
34:20
that show. It was right after COVID, let's
34:22
call it at the end of 2020. And he comes into the car and he
34:27
says, Ellie. You need to become an EOS
34:30
implementer. That was his statement.
34:33
I picked up the phone coming out of Connecticut and I called
34:36
Sweet Schwartz. He said, Sweet, I want to become
34:39
AES implementer. And he's like, you didn't read
34:42
the book yet. Back to the book.
34:45
Back to the book, The basics. That was the very first book
34:48
that I listened to. I downloaded it right then and
34:51
there. I got home, I started the book
34:53
at 10:00 at night and I finished at 4:30 in the morning.
34:57
And I didn't stop. And every word that I heard from
35:00
that book just made sense and more sense and more sense.
35:03
What was the whole dyslexic thing then?
35:05
So dyslexic. There's a fact that I couldn't
35:06
read. Yeah, I never had an appetite or
35:09
a will do. You listen to it.
35:10
I listen to it inaudible and from there today I'm a little
35:15
past 68 books and right now this year for 2025, on track for one
35:20
book a week. Tell you the last time I started
35:22
something at 10:00 at night and it went on till 4:00 in the
35:25
morning was the second season of the show called 24.
35:28
I got this and I just kept going and going and going.
35:33
Where do you get this stamina from?
35:35
That's that. You know what I want to tell
35:36
you? That's one of the hidden
35:37
talents, I'm going to call it, of a visionary.
35:40
Get laser, laser focused when they're have interest in
35:44
something. Yeah, OK.
35:46
When when I'm excited about something, the world around me
35:50
is dead. And I can stay laser focused and
35:52
then take that away from me and everything else hits me in the
35:56
face in a second. Like I could see 20 things at
35:59
one time and I can figure out what I want to get busy with.
36:02
Have you ever heard of the SCN News?
36:05
No. So there's a guy Doctor Nachi
36:07
felt he was featured in the Mishmatto recently.
36:09
I don't know what it all stands for, but S stands for
36:12
stimulating. People that are ADHD need
36:13
something stimulating. C is competitive.
36:16
They're competitive. They want to be at the top.
36:20
N is new novel needs. If something new, they'll be
36:23
interested. So if something's not new,
36:25
there's no competition, there's nothing stimulating.
36:29
Boom boom, shut down. What's EU, by the way?
36:31
You know what EU is? It's SENUSI think it's.
36:34
All about you, Alan. Let me tell you, real Fast
36:37
forward, it's from 4:30. I finished the book.
36:40
I went to sleep for a couple hours.
36:42
I woke up about at 10/30, 11:00, let's call it.
36:45
I went to Davin. And I started the next book
36:47
immediately, Rocket Fuel. And when I read Rocket Fuel,
36:51
that talks all about the strengths and the weaknesses of
36:54
the visionary and integrator and the duo and the importance of
36:58
having a partner of that level and a high level.
37:01
And man, was I drunk. In EOS, we call it.
37:04
I drank the kool-aid. Back to Schwartz.
37:07
He didn't believe it. At 2:00 I said I finished both
37:10
books. Sign me up.
37:12
And that's exactly what you just said.
37:13
It's stimulating. It was new.
37:15
Competitive. It's new, so I I.
37:17
Was a competitive. Because it's, it's about always
37:20
learning something new and taking on a challenge and
37:22
providing real, real impact for people.
37:25
That's what driven people are very, very.
37:27
How are you as a kid? I'm you were in school.
37:30
What do you what do you do? I graduated 4th.
37:32
Grade and based of English and then I was the copy boy.
37:34
I mean, I was the copy boy before then too.
37:36
That's a position that was a. Position An official position.
37:39
For the to get out of class. For the ADHD kids.
37:41
That the teachers don't want to put up with.
37:44
Let's keep it at that. I still have kids in school, so
37:47
I got to be careful. My kids are not the ADHD or
37:51
dyslexic, but I have good kids and good schools.
37:55
But I was a train wreck. If you look back, you know, if
37:57
that, if that's the the better way to say it, I had a very hard
38:02
time. I couldn't focus, I couldn't
38:06
learn. Let's let's simplify it, OK?
38:09
But you look at the kids that were successful in school and
38:12
not successful in school, it has no correlation to their future
38:16
success whatsoever. And if my kid ever has a bad day
38:19
in school, I tell my wife I promise he was not going to make
38:21
a difference in his life. Trust me, just chill.
38:24
It won't. And if you look at the.
38:26
Minute of those major success successful people within our
38:31
industry. They were probably failure
38:32
failures they were. The failures in school, I'm
38:35
sorry to say now I'm not patting myself on the back that I'm the
38:37
most successful out there, that people that are much more
38:39
successful are much bigger failures.
38:43
But I'll tell you in my. Family genes, actually, we don't
38:48
take risk. So that's the part of the
38:50
entrepreneurial visionary that was part of the package of Ellie
38:54
Goulding. That's why I did so well as
38:55
sitting in the seat of business development, because I had that
38:57
stability out of finance and I was able to take the leap and
39:01
become an AUS implementer and follow my dream.
39:04
My dream is to fulfil my why. It's a Simon Sinek.
39:10
Teaching of find your why, understand what your why is, and
39:14
my why is to inspire people to tap into their uniqueness, to
39:17
feel fulfilled, to be able to help others.
39:19
So every single day and every action that I do fulfils a piece
39:25
of my why through A cause. So EOS implementation is a
39:29
'cause my momentum, peer-to-peer group is A cause.
39:32
The hope organization is A cause.
39:34
Some other projects that I'm working with, they're all
39:37
different causes. But at the end of the day, it's
39:39
all about fulfilling that passion in regards to how many
39:43
people did I help tap into their uniqueness?
39:45
Did I help someone feel fulfilled?
39:47
Were they able to help others? Were people inspired today?
39:50
And for those that see me a lot of trade shows, and I understand
39:52
why I go to trade shows. I just get to meet a lot of
39:54
people at one time under one roof.
39:57
Yeah, but. There was no risk involved in
39:59
all that opening an organization, becoming an EOS
40:02
implementer. Good.
40:03
So we take mitigated risk, OK. So when we're very, very certain
40:09
did a lot of research you. Didn't seem to do a lot of
40:11
research with the EOS thing. Somebody told you at a
40:14
conference you should become an EOS implementer and you said
40:16
that's it. I read the book and I was
40:17
excited and I was dyslexic and it met a lot of my wish list
40:23
items in regards to how do I really tap into my uniqueness.
40:26
Visionaries are usually more of the risk taper taker type.
40:30
So you're a visionary. That's not a risk taker,
40:32
correct? Is that unique in itself?
40:34
It it is very unique and that's why.
40:36
I feel like I'm more visionary. That's not a risk taker.
40:38
I don't take a lot of risks either.
40:40
OK. Is there a way to maybe get
40:42
yourself to take more risks? That's what I'm working on.
40:45
Yeah, the more comfortable I get with what it is that I'm doing
40:49
will allow me to be able to take bigger risks because like back
40:53
and say, OK, that wasn't too bad.
40:54
So I'm, I'm piling on, let's call it from the action or the
41:00
journey that I took a few months ago or whatever it was.
41:04
It's really a pot. Educating yourself.
41:05
I'm educating myself, yeah. I'm not taking a full blown new
41:08
race, going into a new territory and, you know, putting out
41:12
finally. Doing You're also doing
41:13
something that you're very passionate about and something
41:15
that you've been living and it's amazing.
41:18
I'm I'm loving watching your journey.
41:21
I'm excited to what it's going to turn into and I want to be
41:25
part of it some capacity. And I think that we're already
41:28
part of it by you being on the program.
41:29
So I thank you for coming on the none of your business podcast.
41:33
Do you have any questions for us?
41:34
So I don't have any questions other than Michael, thank you
41:37
for allowing me to come on. We've known each other now 18
41:41
years. Believe it or not, we should
41:43
celebrate just that on its own. Do you implement EOS in in your
41:47
house? Like how?
41:48
How has EOS implement impacted your family?
41:51
That's a great question actually, so that.
41:53
Happens to be. For those that do know a little
41:55
bit of the terminology, there is a family VTO which is a vision
41:58
traction organizer to be able to implement.
42:01
Like we want to have 2000 kids by 2050.
42:04
You know, for the deities. Yeah.
42:05
Yeah. Wow.
42:06
I'll share a quick story. Hope my son will forgive me for
42:09
this. I became an implementer.
42:10
I come home, I'm excited. I'm like, you know what, Mushy.
42:13
Let's create a vision traction organizer.
42:15
So we sit down and say, OK, what do you want to accomplish?
42:17
Year end? Like give us some goal.
42:19
Sorry. How old was he?
42:20
I have to ask, he was 16 at that 1516.
42:24
It's like Tati again, a new thing, a new thing.
42:28
Get something else like so. Thank God he is extremely.
42:31
Driven, but he's not dyslexic and he's got a lot of talent.
42:35
So I sit him down in my office and we're we put together, we,
42:39
we, we pull out the VTO and we go straight to the one year
42:42
planning and we say, OK, just think for a few minutes.
42:46
Where do you want to see yourself year end?
42:48
Write down three goals. I'm not going to get into the
42:50
three goals. He wrote down three goals for
42:51
there. He put down three rocks for the
42:55
quarter. He actually painted his picture
42:58
for Roblox or things that like. Must get done at all cost at
43:02
any. Cost.
43:03
Right to your best ability. At at whatever.
43:06
Yeah, OK, good. So puts his three-year picture
43:09
together. We put a 10 year target where he
43:11
wants to see himself buying a house, getting married and so on
43:14
and so on coming from a 16 year old.
43:17
And we decided that much of Shabbos will be our L10
43:19
meetings. We're going to have a meeting
43:21
one-on-one so I can help him make sure he stays accountable
43:24
and that he moves along and wherever he feels stuck, I could
43:27
coach him and and give him the pathway to fulfill what he wants
43:30
to get done. Wow, that's really cool little.
43:33
Did I realize that? I messed up.
43:35
I didn't show up much of Shabbos to the first L 10 meeting, so I
43:38
wasn't that disciplined at that point.
43:40
So you know what he tells me the next month of Shabbos?
43:42
You failed, you missed one, you're out.
43:46
And we say when we teach the L10 meeting, the only time you miss
43:50
it is vacation and death. Maybe you can go out of the
43:54
boundaries a little bit. But the point is, I missed the
43:56
first one. He gave up on the VTO.
43:58
He's doing OK without it as well.
44:00
But there is the concept of family, and it's a fun story
44:03
that I tell my clients. That's really cool.
44:04
All right, this needs to be explored.
44:06
More I'm not sure if I subscribe to this whole world, but I'm
44:09
definitely definitely intrigued and interested.
44:11
I just feel like too many systems is sometimes can be a
44:14
little bit overwhelming to find what works for you and how to
44:18
create that balance. With that being said, I'm happy
44:20
that it works for you and I'm happy that you're able to
44:22
influence so many others around you to implement hearts of the
44:26
program of life and you know, things that help you grow and
44:31
may we continue to grow in our journey each individually and
44:33
affect one another. Awesome, Thank you very much,
44:35
Michael. Thank.
44:35
You Ellie. Ellie, this is awesome.