Latest / The Dept. w/ Omar El-Takrori / Sell Your Brain And Build A Dream Business! (Anyone Can Sell This!) | The Dept. #136

Transcript

Sell Your Brain And Build A Dream Business! (Anyone Can Sell This!) | The Dept. #136 · The Dept. w/ Omar El-Takrori

0:00
[SPEAKER_03]: How did you know what you had was valuable to the world?
0:06
[SPEAKER_04]: I don't think there's a simple answer to that.
0:08
[SPEAKER_04]: I think there's a complex answer to it, but the overarching answer to all of it is the market tells you that you get feedback from putting reps out, putting information, sharing with the world, and it tells you your greatest hits.
0:21
[SPEAKER_04]: It tells you what you should do more of.
0:23
[SPEAKER_04]: It tells you like where you should lean in and where you should pull back.
0:28
[SPEAKER_04]: And so the ability to just show up and serve, show up and serve, show up and serve, show up and serve, you start to realize what you got that you should do more of and what you should do less of.
0:36
[SPEAKER_04]: And then you start studying other industries and realize the same pattern as true.
0:40
[SPEAKER_04]: Music businesses the same, movie businesses the same, like sporting businesses the same.
0:45
[SPEAKER_04]: You only see like this much of somebody's body of work and like somebody says, I love so and so as an artist.
0:54
[SPEAKER_04]: and they're like three of their songs, and they know none of their back catalogue.
0:57
[SPEAKER_03]: Yeah.
0:57
[SPEAKER_04]: They just love three of their songs and decide that they love the artist as a whole.
1:02
[SPEAKER_04]: Is you have to put more out in the world to realize you have something of value, and you also have to realize that much of what you ship is just fine.
1:08
[SPEAKER_04]: Hmm, it's not great, it's not awesome, it's not amazing, it's not legacy, it's fine.
1:14
[SPEAKER_04]: But to find the goal, you have to put enough out.
1:16
[SPEAKER_03]: Where do you wrestle the tension between like, okay, I have something valuable and other people telling you it's valuable?
1:22
[SPEAKER_03]: Because I think what's happening based on a lot of the people I'm helping, and I see how it's like, I wanna do this.
1:29
[SPEAKER_03]: This is how I wanna show up for the world, how I wanna serve the world and in the which and way I wanna do it.
1:35
[SPEAKER_03]: You can't decide how you wanna serve.
1:38
[SPEAKER_04]: What's blown my mind up, particularly in the personal brand space, is people have forgotten that this is an active service.
1:45
[SPEAKER_04]: So good.
1:46
[SPEAKER_04]: They felt like it's like, hey, it's the me, my eye show.
1:49
[SPEAKER_04]: People need to hear my story.
1:51
[SPEAKER_04]: I'm like, they don't, people need help.
1:54
[SPEAKER_04]: Your jobs to find what help looks like and then deliver help.
1:57
[SPEAKER_04]: That's a completely different game.
1:59
[SPEAKER_04]: So get yourself into a position that you understand what is helpful to a group of people and the most important part of any business is to understand who are the people you're looking to help and what are the problems you're looking to help them overcome and then how do you do it in a unique way that nobody else is yet, figure it out to be able to do, well how do you do it in the same way as other people better faster cheaper and more conveniently?
2:17
[SPEAKER_04]: That's the gig.
2:19
[SPEAKER_04]: So know your people and then be a service of them and stop making it about you.
2:24
[SPEAKER_04]: You don't get to win if you're the hero of the story.
2:26
[SPEAKER_03]: Where or knowing what you know now, if you, I don't know, I mean, it's so hard to go back in time because like all that stuff really made you who you are.
2:36
[SPEAKER_03]: I wouldn't change much at all.
2:38
[SPEAKER_03]: Okay, but if you're helping someone try to get out there or put themselves out there, what are you kind of advising them to do?
2:45
[SPEAKER_03]: I mean a few things.
2:46
[SPEAKER_04]: Number one is always be better than your fee.
2:49
[SPEAKER_04]: Whatever is your charging somebody and whatever is that you're doing, make sure you're under charging, particularly in the early stage of your career.
2:58
[SPEAKER_04]: There's nothing quicker to kill a career than he or she was pretty good before I paid I expected more.
3:05
[SPEAKER_04]: What you'd be better to be able to do is to steal the show in the early stage of your career and understand that you might be short-changing yourself.
3:12
[SPEAKER_04]: I say this to prospeakers all the time they're like, yeah, but like the audience loved me and I got paid this and they got paid blank and like, ah, it's not found like it's amazing.
3:21
[SPEAKER_04]: If you were the bargain of the event and you crushed it and you stole the show, you've just accelerated board of mouth marketing like one fight.
3:29
[SPEAKER_04]: Because you were cheap and great, rarely does that happen.
3:32
[SPEAKER_04]: Like you can build a career off the back of that.
3:34
[SPEAKER_04]: So always be better than your feet.
3:35
[SPEAKER_04]: Whatever that might be.
3:36
[SPEAKER_04]: And if you're in web design, same deal.
3:38
[SPEAKER_04]: If you're in landscape garden, in same deal, if you're in creating swimming pools, same deal, be better than your feet.
3:44
[SPEAKER_04]: Second thing is to both have an under study and be an under study.
3:50
[SPEAKER_04]: What do I mean by that is if you're looking to grow in any career, you need to have somebody who's ahead of you in the race that you're looking up to that you're learning from that you're like picking up their scraps that you're the person that they look down to and and be able to hand on the opportunities that aren't a perfect fit for them and you also need to be that for someone else and that way you're protecting the lineage in the industry that you're in the business of serving don't do that yourself is
4:19
[SPEAKER_03]: When you were coming up, was there like a moment where you took a big bet on yourself, investment-wise, or did you pay a coach, or was it like a natural mental mental?
4:26
[SPEAKER_04]: And that hasn't mean them all anymore.
4:28
[SPEAKER_04]: I haven't done that.
4:30
[SPEAKER_03]: Where did you learn that concept from?
4:32
[SPEAKER_03]: Because that seems like a fresh concept for people that are really trying to step out and go for it.
4:38
[SPEAKER_04]: I've had mentors before, I knew mentors, we cool mentors.
4:41
[SPEAKER_04]: And they were,
4:44
[SPEAKER_04]: The careers advisor of school that didn't need to give me time wasn't supposed to give me time, but I knocked on the door asked a couple of insightful questions and got wisdom.
4:53
[SPEAKER_04]: There's the, you know, the sports coach when you grow up that is prepared to be able to talk into your life in a way that is beyond the scope of their work and it's helpful.
5:01
[SPEAKER_04]: that you start to realize the borrowed experience, second hand experience, is the most priceless value that you can create.
5:12
[SPEAKER_04]: I think in my personal brand growth journey, I went
5:19
[SPEAKER_04]: the most prolific big investment I made was joining a high-end mastermind group long before I could afford it.
5:26
[SPEAKER_04]: It was like a 40-50,000 pounds product credit mastermind with a really strong leader who I respected in the UK that had helped other people do the same.
5:36
[SPEAKER_04]: I'd really like what he had done.
5:39
[SPEAKER_04]: It was a big lift for me at the time to better do it.
5:41
[SPEAKER_04]: It was a credit card like a new that I could pay off the credit card over a 12 month
5:48
[SPEAKER_03]: Yeah.
5:49
[SPEAKER_03]: No, I had that moment in 2023.
5:50
[SPEAKER_03]: I was in that when I met you and I think there's so much there because it's like the person you respect the person you're investing in yourself through a person.
6:00
[SPEAKER_03]: Yeah.
6:02
[SPEAKER_03]: But also it's like a right of passage.
6:04
[SPEAKER_04]: Yeah.
6:05
[SPEAKER_03]: Like how do you demand a level of value if you yourself haven't even given yourself the permission to experience that level of value?
6:13
[SPEAKER_03]: Yeah.
6:14
[SPEAKER_04]: and you can curate these groups of wisdom as well, you don't always have to be like just right to check out for it.
6:20
[SPEAKER_04]: And I've learned to do a ton of that now as well, easily.
6:22
[SPEAKER_04]: And a lot of people in overlapping spaces that have got value beyond what I do in different areas and I know I can bring value.
6:29
[SPEAKER_04]: So I might be like, hey, I'm putting a dinner together and this person and this person and this person is coming and I wanted whether you want to
6:38
[SPEAKER_04]: I say to those people, like this person, this person, and this person is coming, and I wonder whether you want to join us.
6:42
[SPEAKER_04]: Yeah.
6:43
[SPEAKER_04]: Before I know it, I've got nights around table that have all come together, where they're all coming to meet each other, and I'm like, hi.
6:50
[SPEAKER_03]: Yeah.
6:50
[SPEAKER_03]: Being like a facilitator is underrated.
6:53
[SPEAKER_03]: That's right.
6:53
[SPEAKER_03]: Yeah.
6:54
[SPEAKER_03]: Do you have a process for taking thoughts, ideas, requests, and turning them into valuable?
7:02
[SPEAKER_03]: I mean, creators create, right?
7:04
[SPEAKER_04]: And I think we need to be shipping more work.
7:09
[SPEAKER_04]: And one of the reasons I do things like what we're doing here right now is it, it is a practice for sharpening ideas.
7:18
[SPEAKER_04]: This is a way for me to be able to access potential new valuable insights and information for future content that I may not have got to on my own.
7:26
[SPEAKER_04]: And we have to keep going and keep testing our ways.
7:31
[SPEAKER_04]: So do I have a process?
7:33
[SPEAKER_04]: Probably.
7:35
[SPEAKER_04]: Is it mapped out as a detailed SOP that says step one is and then step two is step three is no.
7:41
[SPEAKER_04]: I don't think it is.
7:42
[SPEAKER_04]: But there is this commitment that says, if you create you find gold, if you create you find gold, you can't just find gold.
7:50
[SPEAKER_04]: Yeah.
7:51
[SPEAKER_04]: And in terms of flops, tons of stuff.
7:57
[SPEAKER_04]: You just haven't seen it because it flopped.
8:00
[SPEAKER_04]: Yep, he doesn't exist in the highlight reel and that's what like blows my mind where people get worried about like launching things that don't work I'm like don't worry about the thing that your launch didn't work.
8:09
[SPEAKER_04]: Nobody saw it 100 right the most thing that happens like you pitch a webinar Or you pitch like a training and you want like a hundred people to show up and like people think the worst that happens is nobody shows up Like nobody's showing up is fine.
8:22
[SPEAKER_04]: You know one person showing up's weird
8:24
[SPEAKER_03]: Yeah.
8:25
[SPEAKER_03]: No, no.
8:26
[SPEAKER_04]: Right.
8:27
[SPEAKER_04]: Four people showing up.
8:28
[SPEAKER_03]: Ooh.
8:28
[SPEAKER_04]: Yeah.
8:29
[SPEAKER_04]: This is funky.
8:29
[SPEAKER_04]: Nobody shows up.
8:30
[SPEAKER_04]: Yeah.
8:31
[SPEAKER_04]: No big deal.
8:31
[SPEAKER_04]: Let's go.
8:31
[SPEAKER_04]: There's got a lot.
8:32
[SPEAKER_03]: Yeah.
8:33
[SPEAKER_03]: Yeah.
8:33
[SPEAKER_03]: Something John Maxwell says is that there are writers who speak.
8:38
[SPEAKER_03]: Mm-hmm.
8:38
[SPEAKER_03]: And then there are speakers who write.
8:39
[SPEAKER_04]: Yeah.
8:40
[SPEAKER_03]: Would you say you're someone who a speaker who writes?
8:43
[SPEAKER_03]: I'm a trainer.
8:44
[SPEAKER_03]: They'll speak some rice.
8:46
[SPEAKER_03]: Okay.
8:48
[SPEAKER_03]: Okay.
8:49
[SPEAKER_04]: What does that mean?
8:50
[SPEAKER_04]: Well, when I speak from the stage, I'm looking to train people.
8:53
[SPEAKER_04]: I'm not looking to be a speaker.
8:54
[SPEAKER_03]: Oh, yeah, yeah.
8:54
[SPEAKER_04]: When I write books, I'm looking to train people.
8:56
[SPEAKER_03]: I'm not looking to be an author.
8:57
[SPEAKER_04]: I like that.
8:58
[SPEAKER_03]: I love that.
8:58
[SPEAKER_03]: Right.
8:59
[SPEAKER_04]: When I hear on a podcast, I'm looking to train people.
9:02
[SPEAKER_03]: Yeah.
9:03
[SPEAKER_03]: Because I think part of putting your ideas out there, if we're wanting to make money or build a business around our expertise, a book is one of those ways.
9:16
[SPEAKER_03]: Sure.
9:16
[SPEAKER_03]: How did you know a book was the next step for you?
9:21
[SPEAKER_04]: I've done 11 books and I think books can be produced for lots and lots of different reasons.
9:30
[SPEAKER_04]: And you get to decide what success is, success could be, you want to see your name on a book and somebody more than your mum buys one, like that can be winning, but I do think you should go into the book process with a very clear example and a very clear understanding of what winning looks like for you.
9:44
[SPEAKER_04]: Don't borrow somebody else's scorecard and call it your own.
9:50
[SPEAKER_04]: There are a few reasons I've shown up in my career of why I needed a book.
9:54
[SPEAKER_04]: And if I share these, I might help you understand some of these examples.
9:58
[SPEAKER_04]: My first book was necessary because my speaking and training business, I was desperately looking to go global.
10:05
[SPEAKER_04]: I was desperately looking to be not just in the UK, and I wanted to be able to get onto some slightly different stages and opportunities, and I was intentionally building my biography.
10:16
[SPEAKER_04]: and my buyer read better when it was best selling author of in Sir Book.
10:21
[SPEAKER_04]: Like that was needed for an intro, etc.
10:23
[SPEAKER_04]: So my first book was I need a book.
10:25
[SPEAKER_04]: So what I do I take everything I knew about sales and business development.
10:29
[SPEAKER_04]: Like crammed it in a book and there you go, got a book.
10:33
[SPEAKER_04]: Where did you call that book?
10:34
[SPEAKER_04]: That was a book called Toolbox.
10:37
[SPEAKER_04]: And it's a bad name of a book and I try to make it like like,
10:42
[SPEAKER_04]: 257 pieces you know like a big toolkit would come out like I had this really clever idea that was actually stupid now on reflection and the book you know did fine it sold everywhere I sold it like it didn't go anywhere that didn't have me attached to it but I took the box got a book my second book started by accident and then that book was called Magic Words.
11:05
[SPEAKER_04]: Magic words show up as takeaways in my speeches.
11:08
[SPEAKER_04]: Magic words were like my little sprinkling greatest hits inside trainings.
11:13
[SPEAKER_04]: Magic words were called out in my first book toolbox.
11:16
[SPEAKER_04]: Taking some signature moves, I just put them all in one book and I gave it magic words as a title.
11:21
[SPEAKER_04]: Now I didn't produce that book properly, but it then started to show up as a ebook download for Lead Capture.
11:27
[SPEAKER_04]: And then would use it as a giveaway at the back of the room and events.
11:30
[SPEAKER_04]: I would then customize the color palette and use it inside corporate clients.
11:34
[SPEAKER_04]: It was part of my arsenal for quite a time.
11:38
[SPEAKER_04]: Fastfall, which around 2017,
11:42
[SPEAKER_04]: Um, maybe 2016.
11:43
[SPEAKER_04]: I'm going through my geographic move from the UK to the US and would like to have something to be able to, like, be on the radar of speaker bureaus and booking companies, etc.
11:54
[SPEAKER_04]: I'm like, I should probably do a new book.
11:58
[SPEAKER_04]: And then I thought, why on earth would I do a new book?
12:01
[SPEAKER_04]: When I've got this lazy, rusty pee that I produced lazily, that has been part of my body of work for quite some time.
12:08
[SPEAKER_04]: Yeah, that if I just went back and did it properly, I probably got something.
12:12
[SPEAKER_04]: So I decided to not do a new book, and I wrote exactly what to say, which is actually the rewrite of the book Magic Words.
12:18
[SPEAKER_04]: It's just the next edition.
12:20
[SPEAKER_04]: Yeah.
12:20
[SPEAKER_04]: What's also interesting is, right up into a pub date, that book was going to be called Magic Words.
12:26
[SPEAKER_04]: I did what many of us should do when you're about to launch something, I did a little a Google search, and up pops a book under the title Magic Words that just published.
12:36
[SPEAKER_04]: I'm like 12 weeks out from being able to commit to this thing called Magic Words, and it's by a guy called Tim David who also happens to be a real magician.
12:46
[SPEAKER_04]: I'm like, oh dang, yeah, I probably don't want to enter this crowded space, so I decided to retitle the book last minute.
12:53
[SPEAKER_04]: wondering what to title the book, I couldn't come up with a better title.
12:58
[SPEAKER_04]: I dug into archives.
13:00
[SPEAKER_04]: Now I had done training events inside MLM direct sales space where I had rented theatres and taught owners of small direct sales businesses about how they can be more persuasive and influential language.
13:12
[SPEAKER_04]: I called those events exactly what to say.
13:15
[SPEAKER_04]: I had a three-dist CD program for that industry.
13:17
[SPEAKER_04]: It was called exactly what to say.
13:19
[SPEAKER_04]: I had a call out of my newsletter subscription product.
13:22
[SPEAKER_04]: that was just a corner of the newsletter.
13:24
[SPEAKER_04]: It was called exactly what to say.
13:27
[SPEAKER_04]: What did people ask me every event that I would come to in questions?
13:31
[SPEAKER_04]: What exactly should I say in these scenarios?
13:32
[SPEAKER_04]: Yeah.
13:33
[SPEAKER_04]: And I'm like, ah, clue, maybe I call this book exactly what to say.
13:37
[SPEAKER_04]: Dude, so yeah.
13:39
[SPEAKER_04]: And we've gone on to build a business around that IP from that point.
13:42
[SPEAKER_03]: Man, there's so much in that.
13:44
[SPEAKER_03]: Just even the fact that you gave yourself the permission to repurpose something you already did, I think we get tired of our own stuff.
13:50
[SPEAKER_03]: Our greatest hits already existing in our body at work.
13:53
[SPEAKER_03]: You just need to be brave enough to keep going with it.
13:55
[SPEAKER_03]: Dude, so good.
13:56
[SPEAKER_03]: And that, did you feel like that was like the success of exactly what to say is what really started building like, I'm making hires.
14:06
[SPEAKER_03]: I mean, we're creating products.
14:09
[SPEAKER_03]: We're creating products before exactly what to say existed.
14:12
[SPEAKER_04]: We were doing CDs and we were doing newsletter programs, we were doing curriculum-based training.
14:20
[SPEAKER_04]: We had franchise part of the business that I bought
14:26
[SPEAKER_04]: It was there from the start.
14:30
[SPEAKER_04]: I think I knew exactly what to say was going to be successful because of its backstory.
14:36
[SPEAKER_04]: But I still give podcast interviews about exactly what to say today in 2026 where I'm talking about my new book that I wrote a decade ago.
14:45
[SPEAKER_04]: Yeah, that's good.
14:46
[SPEAKER_04]: Like you have to commit to the bit for long enough and then keep going, keep going, keep going, keep going, keep going.
14:54
[SPEAKER_04]: People are often looking to be able to replace it with a new idea.
14:56
[SPEAKER_04]: Yeah.
14:57
[SPEAKER_04]: Like I love this business and I love how much diversity we get to be able to go down with different avenues.
15:03
[SPEAKER_04]: But let's look at it.
15:05
[SPEAKER_04]: Some of the greats that exist in this industry, modern world, Tim Varris is famous for what?
15:11
[SPEAKER_04]: Uh, for our work week.
15:12
[SPEAKER_04]: Right.
15:13
[SPEAKER_04]: Go to Giant Buddy of Work.
15:14
[SPEAKER_04]: But you can't shake it.
15:16
[SPEAKER_04]: Simon Sinek, famous for what?
15:17
[SPEAKER_04]: Oh, why?
15:18
[SPEAKER_04]: Mel Robbins, famous for what?
15:20
[SPEAKER_03]: By second rule or... Well, let them.
15:23
[SPEAKER_03]: Like, one of the other, right?
15:24
[SPEAKER_03]: Tony Robbins.
15:26
[SPEAKER_03]: What's his book?
15:26
[SPEAKER_03]: Did I never in a Tony Robbins book?
15:28
[SPEAKER_04]: But it's like, unleash the bow within.
15:29
[SPEAKER_04]: There you go.
15:30
[SPEAKER_04]: Like, awaken the Giant Lake.
15:32
[SPEAKER_04]: You can't have...
15:34
[SPEAKER_04]: Yeah, that much my share inside other people's well.
15:36
[SPEAKER_04]: So if you're lucky enough to get a greatest hit, the sticks, why shake it?
15:42
[SPEAKER_04]: And people like joke about those that have had one hit wonders.
15:46
[SPEAKER_04]: But look at, um, like who's that?
15:50
[SPEAKER_04]: That gang them style guy.
15:51
[SPEAKER_04]: So I like like you're not screaming for new music from that guy.
15:55
[SPEAKER_04]: Yeah.
15:56
[SPEAKER_04]: And, and Rick Astley wrote, produced, sung, never going to give you up.
16:01
[SPEAKER_04]: And gets joke about like it's a Rick role.
16:04
[SPEAKER_04]: but it's doing just fine.
16:07
[SPEAKER_04]: And actually there's a wildly talented musician, headline glass library a couple of years back and stole the show was a replacement front man for a little band called the Fufitis.
16:17
[SPEAKER_04]: But yeah.
16:19
[SPEAKER_04]: It kind of, some of the most talented people in the world have only got like one key market penetration point and they actually lose it when they try to go too wide and they try to diversify into too many different areas.
16:31
[SPEAKER_03]: Hey department fan, pausing the podcast to talk about this life-changing sponsorship.
16:37
[SPEAKER_03]: It's me.
16:38
[SPEAKER_03]: I'm sponsoring the podcast and the sponsor of this podcast is the content to cast challenge, which is a five day live coaching experience.
16:46
[SPEAKER_03]: I put on for creators, entrepreneurs, coaches, consultants, and service providers.
16:51
[SPEAKER_03]: If you feel like you're stuck in business or maybe there's more to business and to revenue, I'm telling you that you don't have an offer problem, you don't have an industry problem, and you probably don't even have a sales problem.
17:02
[SPEAKER_03]: what you have is an awareness problem.
17:04
[SPEAKER_03]: And this is why I have the content to cast challenge because I believe transformation happens on a two-way street.
17:10
[SPEAKER_03]: And how do you know if you're the right person for the content to cast challenge or you're in the right season?
17:14
[SPEAKER_03]: You're listening to this podcast.
17:16
[SPEAKER_03]: This is for you.
17:18
[SPEAKER_03]: This is your moment.
17:19
[SPEAKER_03]: So to take the challenge or jump on the weightless, scan the QR code on the screen or check out the link down in the description below.
17:25
[SPEAKER_03]: Let's get
17:31
[SPEAKER_03]: communication at some point you picked the one thing, even though you probably could have went so many other ways.
17:37
[SPEAKER_03]: I mean communication is everything.
17:39
[SPEAKER_04]: Everything is communication.
17:40
[SPEAKER_04]: And actually it's key that you bring this up right now even in 2026 because I feel like finally what I've been preaching about for years is now got mainstream.
17:54
[SPEAKER_04]: You look at social content now as like who's doing swap this word
18:00
[SPEAKER_04]: the importance of curiosity and relationships and conversations and how we need to have a greater understanding of the other person's perspective before we jump to conclusions.
18:08
[SPEAKER_04]: You look at like modern parenting and its approach of being able to look to truly understand what's going on inside the central nervous system.
18:18
[SPEAKER_04]: Like this is the communication word that we've been preaching about forever.
18:22
[SPEAKER_04]: What's interesting now is now that my topic's got mainstream, I'm going back into where I first started, which is ethical influence in the world of sales.
18:32
[SPEAKER_04]: Because I don't need to talk about how to communicate with the narcissist, or how to overcome an argument, or where the mainstream content pieces gone, I can actually bring it back to being, I want to be in the commercial side of communication and conversations.
18:49
[SPEAKER_04]: Good.
18:49
[SPEAKER_04]: I believe that one of the biggest differentiators for any modern entrepreneur, is knowing exactly what to say when to say and how to make it count.
18:58
[SPEAKER_04]: It's having the ability to be able to communicate with confidence in those commercial high stakes environments.
19:05
[SPEAKER_04]: That's where money is going to be made, and there are only two things I would focus on right now if I'm a modern entrepreneur, and one is personal brand.
19:14
[SPEAKER_04]: and two is having the right words for the moments of the matter, so that what you can do is convince it to come up.
19:20
[SPEAKER_03]: It's encouraging, I imagine, because people in the season of figuring it out and not knowing what they want to, well, they want to be known for many things, but the power being known for one thing, as you just got to.
19:32
[SPEAKER_03]: be okay with it.
19:34
[SPEAKER_04]: I mean we preach you joke before even coming in like I've made famous that the worst time to think about the thing you're gonna say is in the moment that you're saying it even like to the point that you're making a joke about my joke which is amazing.
19:44
[SPEAKER_01]: I love it.
19:46
[SPEAKER_04]: But how many people listening in right now at home are struggling with like one key conversation.
19:53
[SPEAKER_04]: Like every single new entrepreneur on the planet struggles or has struggled at some point with the what do I say when somebody asks how much
20:03
[SPEAKER_04]: Yeah, where's the training for that?
20:07
[SPEAKER_04]: Yeah, I mean, like, just a little bit, but like, that's all we got.
20:11
[SPEAKER_04]: People are just like making it up as they go along.
20:14
[SPEAKER_04]: But this is a known question every entrepreneur is going to be asked, is how much do you charge?
20:18
[SPEAKER_04]: And what most people do is they crumble at that point.
20:20
[SPEAKER_04]: Yeah, because nobody teaches them.
20:25
[SPEAKER_04]: So they say things like, well, what we typically, like normally, or what we'd look to, or like, we could, I mean, what's your budget?
20:34
[SPEAKER_04]: Take it.
20:35
[SPEAKER_04]: That's what they say.
20:37
[SPEAKER_04]: And that costs new businesses an absolute fortune in the early stages of their career because they don't know how to navigate something as simple as the how much do you charge question?
20:47
[SPEAKER_04]: And there are hundreds of other moments that interact in between and like we're thinking about, like you, and there's also another guy that we're looking at is like, can you match their price?
20:59
[SPEAKER_04]: I mean, what differentiates the two of you and people crumble?
21:02
[SPEAKER_03]: That I call it the curse of expert and when it comes to like being paid for something that came easy to us or comes maybe easy to us.
21:12
[SPEAKER_03]: Hard to put a value on that unless you get people
21:18
[SPEAKER_04]: 100%.
21:19
[SPEAKER_03]: I didn't know my own value until somebody was like, dude, no, here's what you actually are doing for people.
21:22
[SPEAKER_03]: I was like, I was like, I've been doing for people.
21:25
[SPEAKER_03]: I've been under charging, you know?
21:28
[SPEAKER_03]: You know what I feel like is very unfair.
21:30
[SPEAKER_03]: Is I feel like what you teach is unfair because everyone needs it.
21:34
[SPEAKER_03]: Sure.
21:35
[SPEAKER_03]: Yeah.
21:35
[SPEAKER_03]: But you get to pick what you teach to 100.
21:39
[SPEAKER_03]: Right?
21:39
[SPEAKER_03]: Because it's so persuasive.
21:42
[SPEAKER_03]: And when you say these conversations that you already have broken down to a science and art form, but I've been obsessing about it for 25 years.
21:50
[SPEAKER_04]: 100.
21:52
[SPEAKER_04]: I've worked in 60 odd different countries with this, you know, 800 different industries.
21:57
[SPEAKER_04]: I've written 11 books on the subject.
21:59
[SPEAKER_04]: Like, catch me.
22:01
[SPEAKER_03]: Right?
22:01
[SPEAKER_04]: Like, you can do it too, but catch me.
22:03
[SPEAKER_03]: Yeah.
22:04
[SPEAKER_03]: No, I love it.
22:05
[SPEAKER_03]: It's incredible.
22:06
[SPEAKER_03]: And if you guys have questions, feel free to raise your hand.
22:09
[SPEAKER_03]: We'll get to some questions.
22:12
[SPEAKER_03]: What has been like, I think, weathering different economic storms, I guess we can call it or circumstances with your own business around, I like to call it a business from your brain, you know, I have a healthy paranoia and maybe I don't want to call it fear, maybe it's wisdom, but I'm like, I don't know how long
22:35
[SPEAKER_04]: I could talk about one thing or okay, there's a few things here that are helpful for sustainability and well the world is focused on scaling.
22:43
[SPEAKER_04]: I'm obsessed with sustaining.
22:45
[SPEAKER_04]: Like how do you sustain not how do you scale as powerful?
22:49
[SPEAKER_04]: So one is to think about your business like a cupcake.
22:54
[SPEAKER_04]: This is weird.
22:55
[SPEAKER_04]: If you give a kid a cupcake, what is the only part they're interested in?
22:58
[SPEAKER_04]: The icing.
22:59
[SPEAKER_04]: Yeah, they want the frost in, the sprinkles, all the sweet sticky stuff on top.
23:03
[SPEAKER_04]: Most people in their business think in the same way.
23:06
[SPEAKER_04]: What we really want to be looking at is to split your business into thirds where what you've got is the base of the cupcake got the frosting and you got the sprinkles and understands what's what?
23:15
[SPEAKER_04]: And spend a ton of time focusing on building a solid base of the cupcake.
23:19
[SPEAKER_04]: We call this the cupcake principle.
23:21
[SPEAKER_04]: Now the base of the cupcake should be how do you spend no more than a third of your time on something that can earn you all of your money?
23:30
[SPEAKER_04]: And by all of your money, I mean the money you need.
23:33
[SPEAKER_04]: Whatever your monthly nut is, whatever you're like, I'm not going to die money is.
23:39
[SPEAKER_04]: So how do you get that base of the cupcakes at a point?
23:41
[SPEAKER_04]: And that's been different things for me through the years.
23:44
[SPEAKER_04]: Is early stage, you know what I said that I bailed out of one business, started something new and I started doing these seminars.
23:52
[SPEAKER_04]: I wasn't living off my seminars.
23:54
[SPEAKER_03]: Yeah.
23:55
[SPEAKER_04]: I did a day a week consulting for another firm that paid me enough money that paid my car paying my mortgage to put some food on the table.
24:01
[SPEAKER_04]: A day a week, do, on a Tuesday, didn't really love the work, it was fine, but it was enough to get by.
24:07
[SPEAKER_04]: Yeah.
24:09
[SPEAKER_04]: And I've taken this principle into everything that they've ever done.
24:12
[SPEAKER_04]: Then what happened is I grow up coaching roster of people paying a monthly fee on a regular basis.
24:17
[SPEAKER_04]: That becomes the base of the cupcake.
24:19
[SPEAKER_04]: Now what can happen is icing and frosting can taste like icing and frosting, sprinkles and cherries can taste like sprinkles and cherries.
24:26
[SPEAKER_04]: I say to people in the speaking business, you have no base of cupcake.
24:29
[SPEAKER_04]: What happens when a 1015 grand speaking gig shows up?
24:33
[SPEAKER_04]: Well, this is oxygen.
24:34
[SPEAKER_04]: You've got no negotiating power.
24:39
[SPEAKER_04]: And there becomes a point that you can't get to fees that are here, or all the time you're saying yes to fees that are here, and you can't say, like, no to fees that are here if you need the money.
24:48
[SPEAKER_03]: Yeah.
24:49
[SPEAKER_04]: So build a predictable revenue engine at the base that takes no more than a third of your time to get you all of your money.
24:55
[SPEAKER_04]: That sets you up for some degree of sustainability.
24:58
[SPEAKER_04]: Good.
24:59
[SPEAKER_04]: It's become other things through the years.
25:00
[SPEAKER_04]: It's been corporate retainers, book royalties, have been base of cupcake, recurring membership revenues have been base of cupcake, but I've never not had a base of cupcake.
25:13
[SPEAKER_04]: That's imperative to be at a weather store.
25:15
[SPEAKER_04]: That's good.
25:17
[SPEAKER_04]: The other thing to look at, to be a continually go the distance, is to remember that you're always actually working two businesses.
25:26
[SPEAKER_04]: You've got the business you're running and the business you're growing, the two separate things.
25:31
[SPEAKER_04]: The business you're running is business is usual.
25:33
[SPEAKER_04]: The business you're growing at any given point in time has no customers and no revenue.
25:39
[SPEAKER_04]: Keep giving birth to new businesses inside your existing business that are the business you're growing.
25:45
[SPEAKER_04]: And then what happens is the business that you're growing, then becomes the business you're running.
25:51
[SPEAKER_04]: And now you're operationalizing at that level.
25:53
[SPEAKER_04]: So what do you now need to do?
25:54
[SPEAKER_04]: You say, well, I got the business I'm running.
25:55
[SPEAKER_04]: What's the business I'm growing?
25:57
[SPEAKER_04]: You've birthed to something that's got a net new in it that's got no customers and no revenue and see if you can disrupt yourself before somebody else disrupt you.
26:05
[SPEAKER_04]: And then keep running at that level on repeat.
26:08
[SPEAKER_04]: That's great.
26:09
[SPEAKER_04]: That's awesome.
26:09
[SPEAKER_04]: Look at who stood the test of time in the music industry.
26:13
[SPEAKER_04]: that the people that haven't got bored of their greatest hits, but have found a thousand new ways to play them.
26:20
[SPEAKER_04]: This is Arjob as creators, et cetera.
26:22
[SPEAKER_04]: We've got to keep finding new audiences, keep finding new ways to package, position our expertise.
26:29
[SPEAKER_04]: And never lose sight of the fact that regardless of how many times you've sung your song, there's somebody that's hearing it for the first time, play for them.
26:38
[SPEAKER_03]: That's it.
26:40
[SPEAKER_03]: Lastly, before we get into some questions, 100k?
26:46
[SPEAKER_04]: Yep.
26:47
[SPEAKER_03]: What did you do to get past six figures?
26:50
[SPEAKER_03]: Okay.
26:50
[SPEAKER_03]: And then what did you do to get to eight plus?
26:55
[SPEAKER_03]: When you think about some of those moments, I mean, 100k, you can do 100 different ways.
27:02
[SPEAKER_04]: It typically comes down to hard work.
27:04
[SPEAKER_04]: It typically comes down to your ability to outwork others in the space.
27:10
[SPEAKER_04]: And you're probably going to find that you're going to be slightly cheaper and slightly better than somebody else who's successful in the area that you're doing.
27:17
[SPEAKER_04]: And you're just going to outwork them to get right sign up.
27:20
[SPEAKER_04]: And you're going to hit a ceiling where you say, I can't do all this by myself.
27:24
[SPEAKER_04]: But your best get really freaking good or whatever it is that you're doing in that space to get past six figures, you know?
27:29
[SPEAKER_04]: And keep showing up, keep showing up, and deliver upon your promises.
27:33
[SPEAKER_04]: Set expectations are here, deliver here, and you can do it.
27:36
[SPEAKER_04]: Stay lean, keep overhead to a minimum, and find the parts of your offering that maximize margin and have capacity in them.
27:44
[SPEAKER_04]: 100K, get after it.
27:46
[SPEAKER_04]: Six figures changes.
27:50
[SPEAKER_04]: Sorry, seven figures, things start to change.
27:52
[SPEAKER_04]: It is at this level, you have to find where your high pay affectivities are and do more of that.
28:01
[SPEAKER_04]: You have to understand where you have leverage in the part of what it is that you can do that brings you over indexing returns.
28:08
[SPEAKER_04]: So in my business, I know if I stand and speak in front of an audience, as I get paid three ways, I'm often paid to be there.
28:14
[SPEAKER_04]: The audience can become customers, you know, typically there's ancillary benefit from a partner organization that I work with as well.
28:21
[SPEAKER_04]: It's like, that's a highly leveraged high pay off activity.
28:24
[SPEAKER_04]: Yes, you've got to find those, and to get from six figures to seven figures, take every part of what you deliver towards your customers, and find somebody else who can help you in your delivery mechanism.
28:38
[SPEAKER_04]: You're probably still the rainmaker.
28:40
[SPEAKER_04]: You're probably still leading from the front.
28:42
[SPEAKER_04]: You're probably like 80% of the revenue engine.
28:46
[SPEAKER_04]: But what you're looking for is people who can help you in fulfillment.
28:49
[SPEAKER_04]: People who can help you get the job done.
28:51
[SPEAKER_04]: People who can help you keep your promises.
28:53
[SPEAKER_04]: That's where your leverage comes from.
28:55
[SPEAKER_04]: And now your greatest enemy becomes a calendar.
28:58
[SPEAKER_04]: is like that's what you're in competition with right now is like you know how to make and create.
29:03
[SPEAKER_04]: You just don't have enough hours in the day to be able to do all of it and your growth hits are ceiling quickly.
29:08
[SPEAKER_04]: That's good.
29:09
[SPEAKER_04]: The gap that comes next is all people and systems.
29:15
[SPEAKER_04]: all people and systems, and this becomes the hardest point, like even in one of our businesses now, this is right the season that I'm in, is you're now needing to create leaders and higher leaders.
29:27
[SPEAKER_04]: You're now bringing leaders in that have been there and done it with other people that have got experience that you don't yet hold and then you're empowering them to be able to help bring value inside your organization.
29:37
[SPEAKER_04]: You're still probably in the role of
29:44
[SPEAKER_04]: and what blows my mind for a lot of business leaders in this sort of jump is the parts of the role that they look to better outsource or often the parts of the role that they're high pay affectivities.
29:57
[SPEAKER_04]: Yeah.
29:58
[SPEAKER_04]: So they want to move out of the high-impact sales function, but actually they're the best in the world of that, and they should just get more time to do that.
30:05
[SPEAKER_04]: Right.
30:06
[SPEAKER_04]: They want to move out of the creation and the fulfillment piece, even though that's the part that they're at their highest and best value, is look to better operationalize the middle.
30:15
[SPEAKER_03]: And that's where that big of growth he's comes from.
30:17
[SPEAKER_03]: I think the word's interesting for our thing when because we're the face.
30:22
[SPEAKER_03]: And it's like we're everything comes from us from a content perspective, speaking, showing up for the clients, and then having to see you.
30:31
[SPEAKER_04]: Yeah, and the bigger growth of the Lofton comes just doing less but better as well is like you get to seven figures you start just adding things on yeah, but the next level is like what can I really operationalize and that becomes less.
30:44
[SPEAKER_03]: Yeah.
30:45
[SPEAKER_03]: The number one question I usually get asked by people like you is Omar.
30:48
[SPEAKER_03]: How the heck does your videos look and sounds so dang crispy?
30:52
[SPEAKER_03]: Well, the reality is it's the equipment I use and you'd be surprised how inexpensive it could actually be.
30:58
[SPEAKER_03]: So I've compiled all my gear and I've updated the list and I wanna give it to you.
31:02
[SPEAKER_03]: So if you're listening or watching this, just hit the description box below and I'll send you my gear guide for every budget.
31:08
[SPEAKER_03]: Now let's get back into the conversation.
31:10
[SPEAKER_03]: You said when you speak to a group of people, many times you get turned them into customers.
31:19
[SPEAKER_04]: Wow.
31:19
[SPEAKER_04]: I mean, there are so many depends on who's in the room.
31:23
[SPEAKER_04]: Some of the ways that you can turn an audience into customers that are not obvious, that are not through a QR code up on screen and say, come by my shit.
31:32
[SPEAKER_04]: Like, um, it's tell stories, the become access points.
31:38
[SPEAKER_04]: Let's say, I got a thousand people in a room.
31:40
[SPEAKER_04]: I can say, like, like, you know, one of the things I've learned from working from one of my long-term private clients is,
31:47
[SPEAKER_04]: and I can tell a story, and what have I just introduced to the audience, incapable, and I work with one-on-one private clients.
31:55
[SPEAKER_04]: It was that an audience recently, and you know, somebody in the world of real estate was there at a conference, and what they shared was not the lessons that they took forward towards their own profession.
32:10
[SPEAKER_04]: It's the lesson they took home to their family, and their wife worked in farmer, and then went just,
32:15
[SPEAKER_04]: You see what I'm doing is I'm seeding a future opportunity into somewhere else just by dropping stories and examples of other types of work that you can do.
32:24
[SPEAKER_04]: Then in a thousand person audience, it might only talk to six people, but you just gave those six people an access point for how they can continue a conversation with you.
32:33
[SPEAKER_04]: other ways you can turn audiences into customers is things that you're brilliant out and it's just the subtle CTA is like you come follow me on social, come shoot me a DM on this yeah and make it very casual and invite them to be able to start a conversation with you that way
32:55
[SPEAKER_04]: And then further ways you can turn audience members into inter-customers is be around after you've spoke.
33:01
[SPEAKER_04]: Yeah.
33:02
[SPEAKER_03]: So I'll have them to come find you.
33:04
[SPEAKER_03]: That's good.
33:04
[SPEAKER_03]: I mean, yeah.
33:05
[SPEAKER_03]: Sometimes we jet and we shouldn't.
33:07
[SPEAKER_03]: What is the most you've ever made from one speaking engagement that where you maybe is the pay for being on and the conversion from the audience?
33:16
[SPEAKER_03]: Ah, not probably $7, probably a million dollars.
33:19
[SPEAKER_03]: That's fire.
33:20
[SPEAKER_03]: All right, let's get into questions.
33:21
[SPEAKER_06]: Let's go amazing conversation.
33:23
[SPEAKER_06]: So far guys.
33:25
[SPEAKER_06]: So I actually just need a little bit advice.
33:27
[SPEAKER_06]: I actually run an agency where we want to extract founders essence and turn it into assets and since you guys are talking all about creating assets books.
33:38
[SPEAKER_06]: What would you suggest is a way to, for founders that have been built their first asset to encourage them to step into that and what sort of words, magic words with you used to be able to attract those sort of clients?
33:53
[SPEAKER_04]: Hmm.
33:55
[SPEAKER_04]: What is an example of an asset that you crave for founders?
33:59
[SPEAKER_06]: Books, courses, merch lines,
34:04
[SPEAKER_06]: We'll say AI video, so pretty much a full creative agency, but I'll top of mine right now is like a full book launch.
34:12
[SPEAKER_04]: Which one of those are you the best in the world at?
34:15
[SPEAKER_06]: Best in the world.
34:17
[SPEAKER_06]: For me, I think right now, I think edging out would be more of like the AI videos or merchandising.
34:24
[SPEAKER_06]: I'm still building up my portfolio more for the book, but I do think for the level of founders that I do work with.
34:31
[SPEAKER_06]: I think I'm able to give them a full agency experience with just a solo entrepreneurs.
34:37
[SPEAKER_04]: So that I would feel pretty comfortable for the AI piece or the merchandise piece, which one of those two is least crowded.
34:46
[SPEAKER_06]: I think they're both pretty crowded.
34:48
[SPEAKER_06]: I'm trying to fill a gap of full agency experience with like the copyright, all those things, but bigger than just a solo per newer.
35:00
[SPEAKER_06]: I think that's where I really fit.
35:01
[SPEAKER_06]: It's people that can pay for the full agency.
35:04
[SPEAKER_06]: I'm not gonna be able to outwork 20 people, but someone who's only gonna hire a graphic designer or one person, I think, pound for pound, all earn my, earn my keep for sure.
35:14
[SPEAKER_04]: Okay, here's my deal, you're a Leatherman, right?
35:17
[SPEAKER_04]: So you are a multi-tool in the what you have as you have all of these different tools that you can help a founder with is, you've got a screwdriver, you've got a pair of pliers, you've got the tweezers, you've got the knife, what I'm looking for is which one of those becomes the tip of your arrow that you go into the market with.
35:35
[SPEAKER_04]: I don't want you to lose the weight, I want you to pick the one that you can get famous for.
35:41
[SPEAKER_04]: So take for example, the merchandise piece.
35:44
[SPEAKER_04]: There are not that many people knocking on my door right now saying that they can help create merchandise that can help differentiate within a marketplace.
35:52
[SPEAKER_04]: Do you know how many people are reaching out offering agency services in my DMs?
35:55
[SPEAKER_04]: It's great.
35:58
[SPEAKER_04]: Hundreds a day.
36:00
[SPEAKER_04]: Like it is no always.
36:02
[SPEAKER_04]: It is annoying.
36:04
[SPEAKER_04]: And even the good stuff is annoying.
36:08
[SPEAKER_04]: The much stuff that you could do could be non obvious.
36:13
[SPEAKER_04]: And also lots of people aren't doing much with it at this moment in time.
36:17
[SPEAKER_04]: So what I would look to do if I wanted to create ins on that is I would go through Friend of Friend.
36:23
[SPEAKER_04]: The mistake that many people make from an outreach point of view Is they try to come through the front door.
36:29
[SPEAKER_04]: The front door is well locked.
36:30
[SPEAKER_04]: The front door is well protected.
36:32
[SPEAKER_04]: The front door is annoying for people to knock on.
36:35
[SPEAKER_04]: You don't like people knocking on your front door unless they're bringing you food.
36:44
[SPEAKER_04]: And I would open that side door with one of three things.
36:48
[SPEAKER_04]: One is a compliment, two is recognition, or three is the request of an opinion.
36:56
[SPEAKER_04]: So what could a compliment be?
36:58
[SPEAKER_04]: Just hit up people that you would like to better do business with and deliver genuine compliments about the way that they do business.
37:07
[SPEAKER_04]: Show up and mean it.
37:08
[SPEAKER_04]: I don't mean fake mean it.
37:10
[SPEAKER_04]: I mean mean it.
37:11
[SPEAKER_04]: Of like, hey, like, the way that you operate, the way that you're in service of your customers, is just really freaking impressive.
37:16
[SPEAKER_04]: I want you to see that I see you.
37:18
[SPEAKER_04]: And make it a specific as possible.
37:21
[SPEAKER_04]: If it's not that it's recognition, again with specificity, show up in their world and help recognize something that they've done that's made a contribution towards the wider impact.
37:33
[SPEAKER_04]: Help them see that they matter, help them see that their work has impact, their words going to create change.
37:39
[SPEAKER_04]: If it's not that, ask their opinion on something.
37:43
[SPEAKER_04]: Now, could you be creating a killer piece of content, like a giant white paper, a big video series, a giant piece of thought leadership about how thought leaders and founders and entrepreneurs stand out in a crowded market and you're looking to be other interview, people that you respect to gain their opinion, and now what you got as a Trojan horse interview.
38:10
[SPEAKER_04]: So what you're doing is then in the pre-game before you interview them for their expertise for the article, you chat with them a little, and then on the post game after you've stopped recording, you're like, what do you guys do for merch?
38:24
[SPEAKER_04]: And it might sound like a long way round to get there, but what you've now got is an in, and if you can get in on that, you can then be like,
38:33
[SPEAKER_04]: are you just did this interview for me that was helpful like how would you feel if I just had our team do a couple of like mockups for you and a you know and a handful of just visuals to show you what some stuff could look like if we were to be able to help you on this side of your brand like I'd be happy to do that for you is a favor and a thank you for your time that you share with me to help on this article today.
38:54
[SPEAKER_04]: So you're now in and you're gonna show them the light like this and you're like yeah, this is just kind of part of what we do It's this little merge thing what we really do is we do AI tools and we do marketing services and full agency stuff like you do who knew That would be my play gold.
39:10
[SPEAKER_06]: Thank you so much.
39:11
[SPEAKER_06]: Appreciate it
39:12
[SPEAKER_03]: I love that like I love that you it's like decide on that one thing and then you can always expand later.
39:20
[SPEAKER_04]: Well, like for an arrow to have its effect, like if you're shooting an arrow at a bullseye, what needs to be true is you need to have some skill or you need to have some practice.
39:30
[SPEAKER_04]: You need to know what you're doing.
39:31
[SPEAKER_04]: You need to have a good aim.
39:33
[SPEAKER_04]: But what is true is that arrow needs to have a shop tip with plenty of weight behind it.
39:38
[SPEAKER_04]: You've got plenty of weight, but no sharp tip.
39:41
[SPEAKER_04]: Most more businesses fail because they're showing up as the generalist in everything and nobody cares.
39:47
[SPEAKER_04]: Pick your sharp tip and then back it up with all the weight.
39:50
[SPEAKER_04]: And you can move this if you get it wrong.
39:52
[SPEAKER_04]: Like you might try the merchandise that hang on me like, ah, don't work.
39:56
[SPEAKER_04]: Let me just shift to something else and try again.
39:57
[SPEAKER_04]: Yeah, no, it's good.
39:58
[SPEAKER_04]: But don't try and sell the whole thing.
40:00
[SPEAKER_04]: You can't sell the whole buffet.
40:01
[SPEAKER_03]: Yeah.
40:02
[SPEAKER_03]: I mean, I've noticed my thing is content and then deeper, I'm teaching how to communicate one to many cell, you know, cell, one to many, yeah, offers.
40:12
[SPEAKER_03]: And but I don't lead with that stuff.
40:13
[SPEAKER_03]: I don't think that would stick, you know, but people love when I talk about you too.
40:17
[SPEAKER_03]: People love when I talk about you.
40:18
[SPEAKER_04]: 100% but like we got, you know, our body knew Dinger as well is is he serves in so many different ways, provides so much value inside of his services.
40:27
[SPEAKER_04]: But people know him as the guy that can help you with Instagram.
40:29
[SPEAKER_03]: You're right.
40:30
[SPEAKER_03]: 100.
40:31
[SPEAKER_03]: Yeah, it's beautiful.
40:32
[SPEAKER_03]: Jason, what's up?
40:33
[SPEAKER_05]: Hey, I got a simple question.
40:34
[SPEAKER_05]: When you're saying you run, you need to run two businesses or business you're in and the one you're going to be running.
40:40
[SPEAKER_05]: How do you differentiate between how much time you should spend between the two with one is behind the other or how do you determine that?
40:49
[SPEAKER_04]: How much time you go?
40:53
[SPEAKER_05]: See, yeah, what's the time you say?
40:56
[SPEAKER_04]: But like the answer as it depends, like you can't drop the glass ball in the business you're running if it needs you.
41:03
[SPEAKER_04]: But you'd best be spending some time on the business you're growing if you want to grow.
41:07
[SPEAKER_04]: Because otherwise what's gonna happen is you're gonna be becoming less relevant.
41:13
[SPEAKER_04]: As relevant as you are today is the most relevant you're gonna be in your industry ever again, unless you innovate and disrupt yourself.
41:21
[SPEAKER_04]: Think about people's bio and their resumes.
41:25
[SPEAKER_04]: But there's a point that your resume is killer.
41:28
[SPEAKER_04]: If nothing changes on your resume over a decade, you're no longer qualified to do the job, you will once qualified to do.
41:35
[SPEAKER_04]: So we're looking to be able to say, how do I get significantly better at something?
41:40
[SPEAKER_04]: So if you want a simple rule, can you spend 80% of the time on the business you're running?
41:47
[SPEAKER_04]: And 20% of your time on the business you're growing?
41:50
[SPEAKER_04]: And then when the business of growing starts to create some momentum, give it a little of extra juice and operationalize the side of your business that you're running to be able to buy some time back, but then you got to remember the business you're running is going to get absorbed by the business you're growing is going to get absorbed by the business you're running and that's going to go back to 80 again, hopefully creating some capacity again for innovation for new 20.
42:13
[SPEAKER_04]: So it's 80, 20 that flexes back to like 37 to you that then boom rings back 20, 20 again once he gets absorbed.
42:21
[SPEAKER_04]: And you want an example of this?
42:23
[SPEAKER_04]: Look at Jeff Bessel's his little business.
42:26
[SPEAKER_04]: Jeff Bessel founded a little like ebook online ebook store way, way back, right?
42:31
[SPEAKER_04]: Selling books online.
42:33
[SPEAKER_04]: That was what Amazon started us.
42:34
[SPEAKER_04]: Yeah.
42:36
[SPEAKER_04]: and then what happened is it said like we're doing okay this books online thing maybe we could start another little thing over here and it started another little disruption over here and that started to become pretty big and gets absorbed by the main business and they say well where do we go next with another little thing and this other little thing over here gets absorbed by the big thing again and they say another thing and and what started as an online bookstore is now in the business of selling what
43:01
[SPEAKER_04]: everything.
43:03
[SPEAKER_04]: But it didn't start in saying like we want to grow to be in the everything business.
43:07
[SPEAKER_04]: But what that business understood clearly is it was actually in the business of convenience.
43:13
[SPEAKER_04]: You study the Amazon story.
43:16
[SPEAKER_04]: They painted the term one clicked a buy back in like 1997 or something ridiculous.
43:25
[SPEAKER_04]: Before the technology existed, they were that committed to having
43:33
[SPEAKER_04]: But now, if anybody else is either going to use the term one click to buy, they have to pay Amazon royalties.
43:40
[SPEAKER_04]: But that's the best example I know of business running, business growing, growing gets absorbed by running, keep going, keep going, keep going, and now they're in the business of being out of sell everything.
43:51
[SPEAKER_04]: So don't view them as two businesses, view it as the disruption of your business inside your business or the growth of your business inside your business that can then be swallowed up again by your existing.
44:01
[SPEAKER_04]: and they're just running mergers and acquisitions in your own business ecosystem.
44:05
[SPEAKER_05]: Yeah, and it's awesome when we get it.
44:07
[SPEAKER_05]: Everything seems like comes back to the 820 rule.
44:10
[SPEAKER_04]: Yeah, but let it swing this way.
44:12
[SPEAKER_04]: You're never 100% and you're always creating capacity for growth.
44:15
[SPEAKER_04]: And that business you're growing piece.
44:18
[SPEAKER_04]: When you view it has having no revenue and no customers, you can play loose.
44:23
[SPEAKER_04]: That's the beauty with it.
44:26
[SPEAKER_04]: When you're like, oh, I'm just going to try and do something different inside my business.
44:29
[SPEAKER_04]: It feels like it's sabotaging because it's risky, whereas if it's like everything the game and nothing to lose, if it works, you can absorb it.
44:38
[SPEAKER_04]: And if it doesn't work, you can cut it loose.
44:42
[SPEAKER_03]: It's really cool.
44:42
[SPEAKER_03]: I think we like we naturally have been doing that because something's working really well.
44:48
[SPEAKER_03]: What's like let's test out this thing and it's actually complimenting the thing that was working really well.
44:54
[SPEAKER_03]: But that had we, I don't know.
44:57
[SPEAKER_03]: I think there's something to say about just growth in general.
45:00
[SPEAKER_03]: you don't want to, uh, my, my business coach says, you never want to outsell your growth, like, if you're not growing even, like, sometimes, in the audience side of things, you could literally tap out who knows you, and, and if you're not getting more exposure, then you've, you've sold to everybody.
45:19
[SPEAKER_03]: You did it.
45:20
[SPEAKER_03]: Yeah, so if you completed the game right video game over exactly Yeah, let's do these three rapid three.
45:27
[SPEAKER_03]: I will go to the first one.
45:30
[SPEAKER_03]: What's your name bro?
45:32
[SPEAKER_00]: Is the boat go was going off out of the side you guys go what's it was up hey?
45:37
[SPEAKER_00]: where we're met now as far as needing a major team, what would be the first three people that you would hire with knowing things need to be delegated outside of your, of course,
45:57
[SPEAKER_00]: Um, the, the, the, the, the CFOs, the CMOs, like, at what point?
46:01
[SPEAKER_04]: What's your, what's your revenue right now?
46:03
[SPEAKER_00]: I'm doing about 10 million.
46:05
[SPEAKER_00]: And this is in, in this bill, this business.
46:08
[SPEAKER_00]: I'm, I, I have my hands on a lot.
46:11
[SPEAKER_00]: Um, but I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I'm, I
46:28
[SPEAKER_00]: And what are your margins in that that's I can't tell you that that's and that's what I mean that's that's where I'm at now I need to know where every dollar is going and I can't tell you I just know I'm I'm throwing money here at ads because This guy tell me pay me five thousand I can take you here I'm doing the webinars, you know, I'm just trying to do all these different things but I have a real business
46:51
[SPEAKER_00]: the, I have a real, you know, party vote that is constantly moving.
46:56
[SPEAKER_00]: So it's like, I could tell you, you know, focus on this or do I try to shoot this content?
46:59
[SPEAKER_00]: It's like, I'm being pulled, but I know if I had a team, the right team, it'll go crazy.
47:06
[SPEAKER_04]: Who's your mentor or your coach?
47:09
[SPEAKER_04]: Okay?
47:10
[SPEAKER_04]: And what advice are you getting?
47:12
[SPEAKER_00]: Um, I mean, when we all hear, go, go all in.
47:15
[SPEAKER_00]: Don't sleep, you know?
47:18
[SPEAKER_04]: how you do one thing, is how you do everything.
47:20
[SPEAKER_04]: I mean, I'm not against that, but you've got to structure problem.
47:24
[SPEAKER_00]: Right.
47:25
[SPEAKER_00]: Right.
47:26
[SPEAKER_04]: And you're asking for simple answer to a complex question.
47:31
[SPEAKER_04]: And I'd say, like, how do you give yourself a week off?
47:35
[SPEAKER_04]: Take a big zoom out.
47:37
[SPEAKER_04]: Where are you making money and where are you just creating business?
47:42
[SPEAKER_04]: What should you actually do more of?
47:44
[SPEAKER_04]: What should you be doing less of?
47:47
[SPEAKER_04]: then look at your schedule, like your calendar, your own personal calendar, and order to it.
47:52
[SPEAKER_04]: Like how much time do you spend doing stuff that somebody else should be doing that they would be better at?
47:59
[SPEAKER_04]: Not that you're not good at, that somebody else better at this than me.
48:04
[SPEAKER_04]: And start cutting limbs.
48:06
[SPEAKER_04]: Like if you're spending eight hours a week on this, but actually you're a six out of ten of it.
48:11
[SPEAKER_04]: Go hire an 8 out of 10 in the thing that you're currently doing this a 6 out of 10 and buy yourself back some time.
48:18
[SPEAKER_04]: But I think firstly you've got to figure out like what do you actually want to be hustling out?
48:23
[SPEAKER_04]: Where do you really want to put your foot to the floor?
48:27
[SPEAKER_04]: Because as the business gets to the size that yours is at right now, you're doing more of the wrong thing could put you out of business.
48:34
[SPEAKER_00]: Well, I've been experiencing it the last few months.
48:37
[SPEAKER_00]: I've taken some some big six figure hits because the structure is not there.
48:43
[SPEAKER_04]: The swing can be big, right?
48:44
[SPEAKER_04]: You're at the poker table without strategy.
48:46
[SPEAKER_04]: That's a dangerous game.
48:49
[SPEAKER_04]: So I had put some breaks on, I'd get some solid financial advice in terms of knowing your numbers, of where to push and what to let go of, and what you've probably done in growth is you've gone too far wide doing too many things and you know your 10 million is 30, 400 gram businesses.
49:12
[SPEAKER_04]: And you've got two, three, four big ones in there.
49:16
[SPEAKER_04]: And I would consolidate internally to find yourself the capacity for growth.
49:20
[SPEAKER_04]: OK.
49:21
[SPEAKER_00]: Thanks, Phil.
49:21
[SPEAKER_00]: I appreciate that.
49:22
[SPEAKER_00]: Oh, my thanks, bro.
49:23
[SPEAKER_03]: Yeah, bro.
49:24
[SPEAKER_03]: I think about if you know you need a higher
49:27
[SPEAKER_03]: would you consider hiring the person tired of that team?
49:30
[SPEAKER_03]: And because I think about that's a lot on this.
49:36
[SPEAKER_03]: If I'm CEO and I'm supposed to like vision cast and I know there's needs to be a team, like who not how.
49:43
[SPEAKER_04]: I mean, these are the scaling locks of every business of what higher to come next.
49:51
[SPEAKER_04]: But what problem are you trying to solve?
49:53
[SPEAKER_04]: Are you trying to solve a revenue problem?
49:56
[SPEAKER_04]: Are you trying to solve a culture problem?
49:58
[SPEAKER_04]: Are you trying to solve an organization problem?
50:00
[SPEAKER_04]: Are you trying to solve a fiscal responsibility's problem?
50:04
[SPEAKER_04]: And you probably don't need to hire somebody to hire.
50:07
[SPEAKER_04]: You need to hire somebody that takes one part of that CEO role that's actually your weak spot.
50:14
[SPEAKER_04]: and let them do that.
50:16
[SPEAKER_04]: Let they can't do all of it, but they can do that.
50:18
[SPEAKER_04]: And I think the mistake many of us make is we try to hire one person that can sit between us and the rest of the team that can do the job that people decided to hire.
50:26
[SPEAKER_03]: It's decided to come work with you for good.
50:29
[SPEAKER_03]: Oh, those Shane and then, what is it, juice?
50:33
[SPEAKER_03]: But yeah, Shane, what's up, my question is,
50:36
[SPEAKER_01]: Thank you so much.
50:37
[SPEAKER_01]: The conversation has been great.
50:39
[SPEAKER_01]: My question is about sustainability.
50:41
[SPEAKER_01]: I love what he said earlier about that.
50:43
[SPEAKER_01]: So on a full time speaker, I'm going from gig to gig and just got to find that sustainability issue, figure that out.
50:50
[SPEAKER_01]: I've got a book, I've working on a course, a membership stuff, interest me.
50:54
[SPEAKER_01]: But yeah, speak more into that, please.
50:57
[SPEAKER_04]: What do you tell chain?
50:58
[SPEAKER_01]: What do I charge per speaking gig?
51:00
[SPEAKER_04]: Yep.
51:06
[SPEAKER_01]: sometimes 3,000 or 5,000 depends on their budget.
51:13
[SPEAKER_04]: Yeah, fix that.
51:14
[SPEAKER_04]: Yeah.
51:16
[SPEAKER_04]: Right?
51:17
[SPEAKER_04]: Is you're going to keep going gig to gig to gig to gig without fee structure?
51:26
[SPEAKER_04]: Because not enough margin in it.
51:27
[SPEAKER_04]: It's a it's a be any different.
51:29
[SPEAKER_04]: and the exposures farm, the feedbacks farm, but there's a big difference between being appreciated and being valued.
51:37
[SPEAKER_04]: And what's likely happening a ton of right now is you are highly appreciated everywhere you go.
51:42
[SPEAKER_04]: People like you.
51:43
[SPEAKER_04]: That fills good for a period of time.
51:44
[SPEAKER_04]: But if you're not highly valued, lost only being highly appreciated, what happens is you run out as usual to be able to go the distance.
51:52
[SPEAKER_04]: It ain't sustainable because what happens is the love and the joy of the craft starts to get eroded when you're not getting rewarded for it.
52:00
[SPEAKER_04]: And if you can move your fee structure on,
52:05
[SPEAKER_04]: So how do you go from 1,500 to 5 consistently to 75 to 10 to 15 to 20 to 25?
52:12
[SPEAKER_04]: You'll sustain.
52:14
[SPEAKER_04]: You get stuck in the 1,500 to 3,500 of speech books.
52:19
[SPEAKER_04]: You're going to burn out.
52:23
[SPEAKER_04]: And you know the easiest way to do that, go surround yourself with people that are being paid 1,700 to 15 grand right now and learn how you can pick up their less
52:35
[SPEAKER_04]: If you're with our conversation earlier, I talked about the understudy principle.
52:39
[SPEAKER_04]: There's somebody today that's in the area of what you speak on.
52:43
[SPEAKER_04]: That would like to charge 10 to 15,000.
52:49
[SPEAKER_04]: and they're being offered a gig at five grand, at 7,500, and they're questioning whether they should take it because they don't have a good person to refer to.
52:56
[SPEAKER_04]: But either good person, they can refer that to, and be good enough at your craft that the $1,500 gigs that you're getting today give them to somebody that was you two years ago.
53:09
[SPEAKER_04]: Now, what you're doing is building an ecosystem.
53:13
[SPEAKER_04]: If you're unsure where to find those speakers, are you a member of the National Speakers Association?
53:19
[SPEAKER_01]: I know, I follow it, but I'm not a member.
53:22
[SPEAKER_04]: Um, come be a member, let Jamie and Corona that I sent you, and when you come to an event like a National Speakers Association influence, come find me, come tap me on the shoulder, I'll introduce you to a dozen to 20 or so people that you need to know that will help you on this journey.
53:40
[SPEAKER_04]: But I think that's where the sustainability comes from.
53:43
[SPEAKER_04]: And then the second piece
53:48
[SPEAKER_04]: Where is there a boring base of your business that you can spend no more than a third of your time making all of your money?
53:55
[SPEAKER_04]: The speaking business is a stupid business model.
54:00
[SPEAKER_04]: Like if you went on shark tank and pitched it, you'd have no investors.
54:04
[SPEAKER_04]: It's highly dependent upon your personal health.
54:07
[SPEAKER_04]: It is not scalable.
54:08
[SPEAKER_04]: You cannot be in two places at once.
54:11
[SPEAKER_04]: You're dependent upon your like personal wellness, like you're feeling.
54:14
[SPEAKER_04]: You have a bad day, you have a tragedy in your world, you'll have some form of drama to deal with.
54:18
[SPEAKER_04]: The audience doesn't care.
54:20
[SPEAKER_04]: Your jobs to perform.
54:21
[SPEAKER_04]: Dance monkey boy.
54:23
[SPEAKER_04]: Right?
54:23
[SPEAKER_04]: Like that's the gig.
54:25
[SPEAKER_04]: So if you're looking to be able to sustain, then needs to also be a sustainable base or the revenue needs to be a high enough level that allows you to be able to invest in other areas that you can support that base from investment, safety net, some form of like higher floor so the ceiling is easier to reach.
54:44
[SPEAKER_04]: The book won't do it.
54:47
[SPEAKER_04]: If you think the book is the answer, it ain't the answer.
54:50
[SPEAKER_04]: The book is part of the story, the book is part of your journey, the book is important, I'm happy for your book, but don't think the book alone is gonna create a change.
55:01
[SPEAKER_04]: And I know this sounds like I'm like, I'm like, ranting at you.
55:06
[SPEAKER_04]: I'm not, I'm like, I'm loving on you because I love this industry, so goddamn much.
55:14
[SPEAKER_04]: the worst it could happen to your sustainability is you get put in the box of being like like you know that shangai he's a brilliant speaker and he's only fifteen hundred bucks like you get put in that box you ain't shaking it for twenty years are you in the church base
55:33
[SPEAKER_03]: Is that right?
55:34
[SPEAKER_01]: Yeah, I am my marketist towards the Christian church audience.
55:38
[SPEAKER_01]: So it's a nonprofit thing that's a bit different from business.
55:41
[SPEAKER_03]: Oh yeah, it's a little different.
55:42
[SPEAKER_03]: A little, I would say a lot of what he's saying still because I know a lot of preachers and it's the same.
55:48
[SPEAKER_03]: It's like, you know, you got us, your nose becomes more valuable.
55:52
[SPEAKER_03]: You realize that there are people that are demanding a higher price point and that's because they value what they have.
55:58
[SPEAKER_04]: But also, you're value,
56:01
[SPEAKER_04]: is to often depend on circumstances.
56:05
[SPEAKER_04]: And within the church space, your ceiling cap might be closer to those fees you're talking about.
56:10
[SPEAKER_04]: But if you take the principles or what you teach over here or you find an audience where those principles are valuable over here, it's value then changes.
56:18
[SPEAKER_04]: Like I don't get paid, like $50, $60,000 to speak, when I'm showing up to my kids middle school, I don't get that fee there.
56:29
[SPEAKER_04]: Omar ain't paying me that money to come and chat with you guys here today, but when you do stuff in other audiences, it gives you permission to be able to do it over there.
56:38
[SPEAKER_04]: So back to the principal I talked about, the business you're running and the business you're growing, keep running your faith-based speaking business, sharing your message to the audiences at the feature living.
56:49
[SPEAKER_04]: Well, I'm giving you permission to do right now as start a keynote speaking business that currently has no opportunities, no customers.
56:56
[SPEAKER_04]: no runway, no prospects in a completely different space where your fee would be appreciated higher.
57:03
[SPEAKER_04]: And you're a $7,500 speaker in a different audience you haven't yet decided upon.
57:07
[SPEAKER_04]: Start today, no customers, no prospects.
57:09
[SPEAKER_01]: Love it, thank you so much, appreciate it.
57:12
[SPEAKER_03]: All right, Jews were set.
57:16
[SPEAKER_03]: This is great, everybody's getting coached.
57:18
[SPEAKER_03]: I didn't know I was going to be free coaching.
57:21
[SPEAKER_02]: Hey guys, thanks.
57:23
[SPEAKER_02]: Okay, my question is like, today I was actually working on this.
57:27
[SPEAKER_02]: So the timing of this is really good, since you're the word, Smyth.
57:32
[SPEAKER_02]: I'm struggling with my, I guess like, I don't know what you call it, but it's like your ideal customer profile, like who you help, what you do for them.
57:43
[SPEAKER_02]: And I'm struggling with it because what I do is provide a transformation that is
57:51
[SPEAKER_02]: people my clients usually come to me because they want to they want to heal and they want to lose weight but they end up having this you know spiritual expansion energetic expansion and that's really what I want to focus on I'm writing a book that's you know the working title spirit juice um and you know it's this very comprehensive by one of your at cleanse program that it's this intermittent rhythm 60 days so it's kind of a
58:20
[SPEAKER_02]: And you know, I want to, like, my clients that have crushed it that I really enjoy serving the most are like driven leaders, you know, because they have the discipline.
58:31
[SPEAKER_02]: But then if I focus on them, I'm leaving out maybe my second favorite little niche demo is postpartum mothers, you know, because they're they're not feeling like themselves.
58:46
[SPEAKER_02]: They also have the motivation.
58:48
[SPEAKER_02]: So I mean, I don't know.
58:51
[SPEAKER_02]: I don't know if you can help me with this or me.
58:52
[SPEAKER_02]: Yeah, I can help a couple of questions.
58:55
[SPEAKER_02]: First of all, is juicier real name?
58:57
[SPEAKER_02]: No, it's Nick Basquitz.
58:58
[SPEAKER_04]: This was like on my phone, I just had to clarify for not just me, but for anybody else here on the Zoom is like, well, it's cool either way, but I wanted to just clarify, so it's Nick, right?
59:11
[SPEAKER_04]: Is this choosing an avatar piece is really hard for many folks?
59:16
[SPEAKER_04]: When you put yourself out in the world, what different modalities do you reach into?
59:20
[SPEAKER_04]: So where are you Instagram?
59:22
[SPEAKER_04]: What do you do with YouTube?
59:23
[SPEAKER_04]: What do you do for email?
59:24
[SPEAKER_04]: Like what different platforms do you play with?
59:25
[SPEAKER_02]: I mean, it's mainly Instagram.
59:27
[SPEAKER_02]: YouTube is really where I want to be.
59:30
[SPEAKER_02]: That's where I want to put the majority of my focus now, long-form content.
59:34
[SPEAKER_02]: I like to go deep.
59:35
[SPEAKER_02]: I like to do podcasts.
59:38
[SPEAKER_02]: I like to, I don't really like doing talking head stuff.
59:42
[SPEAKER_02]: So.
59:46
[SPEAKER_04]: and then play with the different sharp edges of the avatars.
59:50
[SPEAKER_04]: So if you look at this sort of driven leader person, now over here we might look at long-form content on YouTube talking towards that driven leader.
59:59
[SPEAKER_04]: but then on Instagram, instead of just cutting that shorts up or if you do cut it up, your captions now play more towards that that mom post part of mom that you just talked about and that you play to that audience as the 80% on that platform and then jump over to a platform like LinkedIn and pick another sharp edge of an avatar.
1:00:22
[SPEAKER_04]: So what you're doing is you're using the platforms to stretch
1:00:26
[SPEAKER_04]: the sharp edges and you're saying on YouTube I play for the driven leader on Instagram, I'm all out for that, at least 80 with a 20% backlog for this.
1:00:36
[SPEAKER_04]: And you see your facial expression right now, you're like, that makes freaking sense.
1:00:41
[SPEAKER_04]: Like that works, I can do that.
1:00:43
[SPEAKER_04]: And now you can serve those audiences in different arenas.
1:00:46
[SPEAKER_04]: Now you might not know, right?
1:00:48
[SPEAKER_04]: But I'm one of the world's leading authorities on sales, persuasion, influence inside the world from a real estate point of view.
1:00:55
[SPEAKER_04]: But what you probably don't know is I'm also the U.S. is number one authority on sales for hearing aids.
1:01:04
[SPEAKER_04]: You don't need to know that.
1:01:07
[SPEAKER_04]: I'm also wildly famous in the auto finance base with one major organization that I do a huge amount of work with, where I support their independent sales teams that are knocking on the doors of dealerships, helping them to be able to switch allegiance to who they right car alone through.
1:01:22
[SPEAKER_04]: You don't need to know that.
1:01:25
[SPEAKER_04]: because the field of play that I grow my personal brand on is in an arena that doesn't need to be seen by everyone.
1:01:31
[SPEAKER_04]: You can be famous to multiple audiences, just not in the same place.
1:01:36
[SPEAKER_02]: Yeah, I like that, man.
1:01:37
[SPEAKER_02]: That's brilliant.
1:01:38
[SPEAKER_04]: Right?
1:01:38
[SPEAKER_04]: So view your sharp edges as like, fast it's on a diamond and be like, when I'm here, I show that side, but when I'm here, I show that side.
1:01:45
[SPEAKER_04]: I don't want to hear, I show that side.
1:01:46
[SPEAKER_04]: Now, there's a bigger lesson here for all of us, too, is you ever played the game of Darts?
1:01:53
[SPEAKER_04]: And are you any good?
1:01:55
[SPEAKER_04]: Yeah, I think I'm all right.
1:01:56
[SPEAKER_04]: You're all right.
1:01:57
[SPEAKER_04]: So you're good enough to know that if you would have looked to get maximum score with your first start, where would you be aiming?
1:02:03
[SPEAKER_04]: So, Bullseye.
1:02:05
[SPEAKER_04]: Ah, that's how good he is.
1:02:06
[SPEAKER_04]: He doesn't even know the rules.
1:02:07
[SPEAKER_04]: So, triple 20 is in fact maximum score with first start.
1:02:11
[SPEAKER_04]: Dark, Bullseye is kind of there.
1:02:12
[SPEAKER_04]: Bullseye counts 50.
1:02:14
[SPEAKER_04]: Triple 20 obviously counts 60.
1:02:16
[SPEAKER_04]: But anyway, right, you're aiming at something.
1:02:20
[SPEAKER_04]: If your job was to aim at triple 20,
1:02:23
[SPEAKER_04]: How likely would you be to hit it with your first start?
1:02:26
[SPEAKER_04]: Probably not very likely.
1:02:27
[SPEAKER_04]: No, very likely.
1:02:28
[SPEAKER_04]: But if you weren't aiming at Trouble 20, what might you have hit?
1:02:33
[SPEAKER_04]: Something I might have hit?
1:02:34
[SPEAKER_04]: Trouble 20.
1:02:35
[SPEAKER_04]: Maybe is what we think.
1:02:37
[SPEAKER_04]: But what would actually be more likely is if you weren't aiming at Trouble 20, you might have hit the bar made.
1:02:42
[SPEAKER_04]: You might have hit the floor.
1:02:44
[SPEAKER_04]: You might have hit the ceiling, you might have hit the wall, you might have hit your body, you could have hit all sorts of very dangerous things.
1:02:51
[SPEAKER_04]: But when you aimed at treble 20, because you're reasonable at this, you hit the board.
1:02:57
[SPEAKER_04]: You're contributed towards your score.
1:03:00
[SPEAKER_04]: Now, have you made it your profession to play this game all day every day?
1:03:04
[SPEAKER_04]: And you were aiming at triple 20 on repeat how much more likely would you be to hit it?
1:03:08
[SPEAKER_04]: Ily, you get better at this, right?
1:03:10
[SPEAKER_04]: You get better and you get better and you get better because it should job to better do it.
1:03:14
[SPEAKER_04]: This is the same when it comes to like ideal target market, ideal customer.
1:03:18
[SPEAKER_04]: You know what you're aiming at but you're happy to miss, but every time you miss, you still contribute to what you're score.
1:03:25
[SPEAKER_04]: So people go, wow, like he's got this program, but it's really for like, greven leaders in the entrepreneur and the business space and someone's like, wow, I'm not in the business space, but I, you know, I work at a school, like, like, would this do for me?
1:03:40
[SPEAKER_04]: Well, if it's good enough for them, it's good enough for me.
1:03:45
[SPEAKER_04]: You see what happens?
1:03:48
[SPEAKER_04]: It doesn't mean that's all you get.
1:03:49
[SPEAKER_04]: It means that's all you aim at.
1:03:51
[SPEAKER_02]: Yeah.
1:03:52
[SPEAKER_02]: And it's probably better to aim higher.
1:03:55
[SPEAKER_02]: and people aspire to that, then the opposite.
1:03:59
[SPEAKER_04]: Well, we've got to aim at something.
1:04:02
[SPEAKER_04]: I don't mind what you aim at, but on purpose.
1:04:07
[SPEAKER_04]: And then pick a lane and you know, what do you aim at?
1:04:10
[UNKNOWN]: Yeah.
1:04:11
[SPEAKER_04]: It depends on what you're looking to achieve.
1:04:14
[SPEAKER_04]: It blows my mind the number of people that are trying to sell a high ticket offer.
1:04:17
[SPEAKER_04]: The people were no money.
1:04:20
[SPEAKER_04]: Like that would be stupid aiming.
1:04:23
[SPEAKER_04]: You know, people trying to sell a 25 grand mastermind to use somebody with student loans that hasn't made the first 1500 bucks.
1:04:30
[SPEAKER_04]: That's a risky business.
1:04:34
[SPEAKER_04]: Like if I want to get paid, if I want to get paid a million bucks, the first game I'd look at is who's the one person that could give me a million dollars.
1:04:45
[SPEAKER_04]: If I can't solve that puzzle, who are two that could give half a million?
1:04:53
[SPEAKER_04]: Who were 100 that could give 10 grand?
1:04:56
[SPEAKER_04]: Who were a thousand that could give 100?
1:04:58
[SPEAKER_04]: You see, like, you got to math this down.
1:05:01
[SPEAKER_04]: So your target needs to lead also back towards some math that can math.
1:05:06
[SPEAKER_04]: Like, you might have a hope of who you want to be able to serve, but if they can't afford the offer at a level that you know that you can deliver and over appreciating value on, you will not build a sustainable business.
1:05:20
[SPEAKER_04]: So this starts to shape it as well.
1:05:23
[SPEAKER_03]: good.
1:05:24
[SPEAKER_02]: Yeah, it's great man.
1:05:25
[SPEAKER_02]: Appreciate that.
1:05:27
[SPEAKER_03]: I something I make I've experienced and I'm experiencing and I imagine like I'd like to know what you think.
1:05:33
[SPEAKER_03]: I mean there's there's always people you see there like man you should totally spit like buy something from me and they don't and then there's people that buy something from you they're like you probably could have you could have crushed it or you could have crushed it with all me.
1:05:45
[SPEAKER_03]: like I think there will always be the perfect person, but I don't know if it's reasonable to think in a way where we can only reach that perfect person.
1:05:56
[SPEAKER_03]: Sometimes we're part of getting them to become the person we would love to have.
1:06:01
[SPEAKER_04]: That's their two as well.
1:06:03
[SPEAKER_04]: What you're doing is aiming for that, allowing somebody who aspirationly wants to become it, to be able to step in.
1:06:08
[SPEAKER_04]: But what's important again is you have to be better than your feet.
1:06:11
[SPEAKER_04]: Yes, so if you let somebody into your offer and your price point is here and you know that they're going to struggle to see an ROI on that you've got to own that responsibility Sure, 100
1:06:23
[SPEAKER_04]: And there are things that I do a lot of scripting and restructuring conversational work inside of organizations.
1:06:31
[SPEAKER_04]: If I do that for one business that's turning over a hundred grand, there are OI on that.
1:06:35
[SPEAKER_04]: It's not the same as if I do that same exercise in a company that's got a team of three hundred field sales agents that are visiting clients 20 times a day.
1:06:45
[SPEAKER_04]: But the same tweak and adjustment is worth completely different sums of money in different environments.
1:06:49
[SPEAKER_04]: Yes.
1:06:50
[SPEAKER_04]: So look for the environments where the value you're providing is appreciated at the highest of levels.
1:06:56
[SPEAKER_03]: So good, I do appreciate you.
1:06:58
[SPEAKER_03]: Thanks for coming down and we could do part three in other times.
1:07:03
[SPEAKER_04]: We could jam in.
1:07:04
[SPEAKER_04]: Where were we last time?
1:07:05
[SPEAKER_03]: We were at the Resorts World.
1:07:07
[SPEAKER_03]: It was like during the years.
1:07:08
[SPEAKER_04]: It was during the Niels fort event.
1:07:10
[SPEAKER_04]: Yeah.
1:07:10
[SPEAKER_04]: I remember.
1:07:10
[SPEAKER_04]: I remember it was a hotel room.
1:07:12
[SPEAKER_04]: And I was struggling to play sales.
1:07:12
[SPEAKER_04]: I was like, why was I in a hotel room with Omar?
1:07:15
[SPEAKER_04]: Got it.
1:07:16
[SPEAKER_03]: There you go.
1:07:16
[SPEAKER_03]: I had a friend say, like, you should get this guy on your podcast, that's one of the things I was like, it's been two years, but she's like, oh, I should have known.
1:07:23
[SPEAKER_03]: But you're incredible and thank you for the work, your body of work is honestly, I told you, every client of mine, one of the surprise things they get is your book in the mail.
1:07:35
[SPEAKER_04]: One day we'll do a custom book together as well.
1:07:37
[SPEAKER_04]: That'll be fun.
1:07:38
[SPEAKER_03]: Say less, bro.
1:07:39
[SPEAKER_03]: Say less.
1:07:39
[SPEAKER_03]: Appreciate you.