Eric Edmeades ┃The Entrepreneur's Freedom Formula: Build a Business That Doesn't Own You

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The more successful their business becomes, the busier they get,
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the less time they have for their family. So rather
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than it being a sprint during which they may have
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to sacrifice some of their time with their family and
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that sort of thing in order to achieve a greater
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level of freedom, many of them get stuck in that
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entrepreneurial right and they work that way until their last day.
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What if the real goal of entrepreneurship isn't building a
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successful business, but creating true freedom. Today I sit down
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with entrepreneur and educator Eric Dmedies to explore the mindset, marketing, health,
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and AI strategies that help entrepreneurs build businesses that thrive
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without sacrificing their relationships, wellbeing or purpose. And I'm really
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happy to be here with Eric Edmeads. Welcome, Eric, thanks
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for having me.
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Oh great to have you.
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I've been really looking forward to having another conversation with you,
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specifically in the realm of entrepreneurship, so been excited about this.
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I'm going to share your bio with our audience and
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then we'll jump right in.
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Sound good, great, Okay?
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So Eric Edmeads is an internationally recognized business speaker, serial entrepreneur,
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and pioneer and business education. With a career spanning wireless networking,
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military research, Hollywood film production, and award winning medical simulations,
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he has made significant contributions across various industries. Currently, Eric
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focuses on empowering business owners through his innovative programs including
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Inception Marketing and Business Freedom Traveling. Globally, he offers workshops,
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executive coaching, and mentoring to help entrepreneurs achieve financial freedom
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and a balanced life. His appro temphasizes building businesses that
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allow owners to focus on what truly matters, family help,
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and personal growth. Widely recognized for his engaging speaking style,
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Eric has developed transformative educational products and shared the stage
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with notable figures such as Sir Richard Branson, Jack Campbill
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and John Gray, Robin Sharma, and President Bill Clinton. His
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flagship program Wildfit is celebrated as one of the most
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effective health transformation programs available, highlighting his commitment to improving
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human well being.
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So I think people can understand.
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Why we're excited to include you in our comment on
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Entrepreneurial Mastery. We're going to primarily be focusing on marketing
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and sales strategies today, but you know, we can really
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weave anywhere that I'm sure you can add a lot
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of wisdom and expertise in just about any area of entrepreneurship.
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To me, we might want to explore, you know, and
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I hate to ask you to encapsulate, you know, your
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kind of life story, origin story in just a minute
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or two.
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But we have a lot of.
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Ground to cover today. But I wonder if there's just
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a highlight you could share. There was maybe a pivotal
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moment that brought you into the career, into the business,
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into being a successful entrepreneur and teacher that you are today.
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Was there a moment when things could have gone another way,
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or could have gone awry, or it obsticulearly had to
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overcome or something like that so people kind of get
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to know who you are.
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We jump into the conversation.
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Well, I mean, there were definitely several moments like that
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over the years, But I think what you're probably looking
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at for something rather more formative.
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And I would say that.
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My jump into entrepreneurship is often referred to by others
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as a move of bravery.
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What a brave thing to start a business and what happened,
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But the.
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Truth is, what really happened is that I was working
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for a company that wasn't treating me very well, and
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I decided to resign that position and found myself in
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a really tough situation because when I resigned my position,
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they decided not to pay me the money they owed me.
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And so I found myself in a foreign country with
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no money, no wealthy parents to call and strand it,
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and not legal to work in that country except in
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the job that I just quit.
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So I was.
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Really faced with a significant challenge. And the answer to
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that was to start a business. It was like to
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take control of my own destiny, and so I did that.
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I started my business in a combination of my living
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room in my garage. I still have vivid memories of
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sitting on the carpet floor writing out my business plan
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and designing logos.
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On the on the coffee table.
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And and if if I had not been placed in
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that pressure cooker, I wouldn't be living the life that
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I am today.
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I'm sure a lot of our entrepreneurs out there in
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the audience, or our aspiring entrepreneurs can relate with that story.
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And it may be a few of you who are
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still stuck in a job like that. You're not thrilled
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about a career you're not thrilled about and you've been
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thinking about making that leap or some of you that
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made a similar leap to Derek and and can really relate
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with that story. And uh and and you used an
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expression you were, uh, you want it. You basically wanted
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to put yourself in charge your own destiny, right, Yeah,
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And I think that's an inspiration for a lot of
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us and entrepreneurs. We just want we really you know,
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want to wanted to be in a driver's seat of
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our own destiny.
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We want that freedom. And it doesn't necessarily mean our job's.
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Going to get any Sometimes we can be a pretty
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rough boss when we work for ourselves, but it does
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mean we're in charge brow and destiny. I think that
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inspires a lot of entrepreneurs.
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Yeah.
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One of the ways that I like to look at
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that is that, you know, if somebody starts a business
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and they only have one client, that's a pretty scary
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business to be in, you know. I mean, if you
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lose that client, it's all over right, you know. And
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so many people are like, oh, I'm too scared to
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go in business, But I would put to you that
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everybody is in business, everybody is an entrepreneur. And what
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that means is that if they have a job, they
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have one client, they are an entrepreneur. They have one
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client and all their eggs are in that basket. And
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what I found was that the client I had had
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a you know, tenuous relationship with honesty and an even
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worse relationship with ethics, and what a terrible position to
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be in my business had one client and that client
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was bad news. And really the jump to entrepreneurship is
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partially a jump to having multiple clients and being in
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a situation where you need to fire a client or
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you lose a client, it's not that big a blow,
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whereas for most people to lose their client their employer
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is pretty significantly challenging.
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Absolutely, man, that's a great distinction. You made that basically,
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when you're working for someone else, you have one client,
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and we're all entrepreneurs. We're all investing our time and
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energy and resources for some kind of return in whatever situation.
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So that's a great distinction. So I want to start
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off with your Wildfit program because it's been wildly successful,
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your Wildfit program, and it's.
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So important for entrepreneurs.
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We're going to talk about a lot about sales and
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marketing today, but I want to talk about the importance
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of the energy it takes to be a successful entrepreneur
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and to really you know, one of the messages of
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this summit is to succeed in business and succeeded life.
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So do we really want to create a successful startup
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or successful business at the expense of our marriage, the
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expense of our kids. And it's not that any of
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us ever going to achieve perfectly work balanced, but the
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sense that we do need energy.
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We have to take care of ourselves.
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We have to be physically, mentally, emotionally fit if we're
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going to succeed as entrepreneurs.
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So I wonder if you could.
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Talk a little bit about that aspect and your wellpit program.
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Yeah, I want to approach it from two perspectives. It's
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interesting people often talk about that like, oh, I might
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have to give up my time with my family, maybe
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sacrifice for my health, my relationship in order to start
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my business, blah blah blah. And yet equally, when people
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talk about devoting four, six or eight years to go
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into university to get their career off the ground, which
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is a very similar process, people you know, sort of
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talk about that like it's a noble pursuit, and whereas
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if you start a business and you sacrifice a bunch
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of your time and freedom for the business, that's less noble.
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And what I want to suggest is that the.
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Reason that one of the reasons that I think that
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that's looked at incorrectly is that most people who survive
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in business do it badly. And that is to say,
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the more so sccessful their business becomes, the busier they get,
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the less time they have for their family. So rather
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than it being a sprint during which they may have
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to sacrifice some of their time with their family and
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that sort of thing in order to achieve a greater
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level of freedom, many of them get stuck in that
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entrepreneurial rut and they work that way until their last day.
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What entrepreneurship really should be, in my opinion, is the
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greatest opportunity, the greatest expression of personal freedom that's really
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ever existed. The idea that you can elevate yourself to
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the to the blue blood class, like it's you know,
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you're in a position where you really truly can taste
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what royalty might have been like, only you don't have
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to wait to be born into that family. And so
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that's I think the first thing is recognizing that entrepreneurship
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is the right to work a little harder and a
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little smarter and a little more intensely than other people
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for a short period of time in order to experience
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phenomenal economic and temporal freedom. Now to the second part
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of that issue is you're going to need energy for that.
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You know, I'm amazed that pretty much everybody knows if
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they're going to go climb Mount kilimanjar or going to
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run a marathon, they're going to need.
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To train for it. They're going to need to eat
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for it, they're going to need to hydrate themselves.
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Yet they go to work every day and treat it
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like it's a job that they're not training for that.
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My view is is that if you're going to be
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exceptional in business, then your physiology needs to be no
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less exceptional than that of an athlete.
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You need to be putting the best food in, you
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need to be exercising, you need to all that stuff.
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To be happening as well. And with that, and here's
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the irony is more energy. The joke is that people
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who you know take the convenient food and use caffeine
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as the stimulant all the time. And I'm not against
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a little caffeine here there, but I'm just saying there's
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a difference between using it occasionally and needing.
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It to live right.
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And so many people are living that life and in
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the end sacrificing their health for their business success, which
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is super counterproductive, because what's the point in developing all
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this economic freedom and then dying young? So it's I
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think it really is important that if you're going to
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be a top level entrepreneur, and I don't think there's
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any point in trying to do it if that's not
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your intention. The intention should be to be the best
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version of this you can be. Then having a healthy
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metabolism and being well nourished and taking care of your
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body is actually maybe the single most important aspect of
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being really phenomenally successful in business.
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Absolutely so.
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Yeah, And there's a lot of things that can distract
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us from that or undermine our efforts to really optimize
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our physical, mental, emotional conditioning to succeed as an entrepreneur.
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And part of it may have to do with something
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you've called the evolution gap, where our biology is really not.
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Cut up with the speed of change.
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And you know, I mean, just what we take for
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granted just to stay legal and have an ordinary life
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and pay your bills is really daunting compared to the
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way human beings lived.
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You know, not that long ago.
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And then if you know, if you're really trying to
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succeed as an entrepreneur, so and then with things changing
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so rapidly and especially now with the AI revolution and
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so forth, that our biology hasn't really caught up. I
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wonder if you could talk about that in the ways
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and that it impacts us, and then how we can
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relate with that so it's not undermining our efforts.
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You know.
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One way to look at it is, you know, if
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you imagine a car that was built.
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To drive on regular roadways and you decide to take
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that car and run different kind of fuel through it
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and run it on gravel roads all the time and
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so on, that car is going to suffer consequences for
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being used for a purpose different.
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Than it was designed for.
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Equally, if you leave that car parked in the garage
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and you never drive it, that car is going to
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suffer consequences for never being driven. And that car is
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not an organic and regenerative machine. It's just a machine
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that actually needs to be used in accordance with the design.
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If you use it badly, it'll have problems, and if
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you don't use it at all, it'll have problems. Our
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bodies are very much like that, only exponentially so in
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the sense that our bodies are regenerative, and that is
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to say that when you do use it, it makes
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modifications for the use you're applying for it. So if
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you do a lot more running, you develop longer you
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develop better leg muscles and longer endurance. If you do
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a lot of lifting, you build better muscle density. If
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you do a lot of cardiovascular exercise, your heart and
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lungs are a little healthier. So we're better than the
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car in the sense that our body can adapt to
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some degree to the way we're living to create a
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better result. But at the same time, we have been
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removed from the environment that our bodies resigned for. And
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it's kind of incorrect to say I suppose that our
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bodies were designed for because that makes it sound like
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our bodies were designed for something, But our bodies responded
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to the environment and evolved. Optimal nutrition, optimal neurotransmitters, optimal
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emotional response, optimal instincts and cravings and what have you,
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relative to the environment.
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And we got.
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Extracted from that environment. And so I would put to
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you that almost all of the suffering that we endure today,
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the health suffering, the various different types of suffering that
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we go through, are a side effect of that evolutionary mismatch,
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the being removed from our environment evolved environment and being
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placed in a very artificial one. And by the way,
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one really neat way to look at this is to
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examine what happens to zoo animals. When you relocate an
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animal from you know, it's natural environment you put in
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a zoo, you would be very easily forgiven for assuming
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that things are going to be better in the zoo.
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I mean, after all, you know, you take a zebra
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and take it out of the Crew National Park where
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it has to deal with lions and hyenas and leopards
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and cheetahs and poachers and droughts and bushfires, and put
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it and it has no medical and dental by the way,
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and then we put it in the zoo, where it
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does have medical and dental and regular food supply. It
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would be to assume that zebra is going to live
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a better healthier life, but no, they don't. Animals are
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often living shorter lives in zoos than they do in
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nature because they've been so removed from their natural habitat.
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We are now those animals. We are living in the zoo.
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We are fed by the zoo keepers. We're in our cage.
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Is sure, we can move from one cage to the next,
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but you're in your house, it's a cage. You go
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to your car, it's another cage. You go to your office,
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and you're another cage. And so we are so removed
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from our natural settings at this point that we are.
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We're living in a time that logically should be the
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best time ever to be alive. There is greater food
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security now there's ever been. There's greater personal say safety
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now than there's ever been. It's truly the best time
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to be a human ever. Look, I know there are
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people suffering, Don't get me wrong. I'm aware that there
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are difficulties on the planet at the moment, But on
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the whole, compared to the rest of history, this has
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been the best time ever to be alive, and yet
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there are more people addicted to substances on psychotropic prescriptions,
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committing suicide than there's ever been before.
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Why Because this gap, this mismatch.
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So what do we do about that?
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Well, that is the big question, and I think that
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you know, in a sense, there's a formulaic answer, and
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then you have to get into customization. You have to
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look at the circumstance. So I'll use a very very
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simple example. You and I are clearly not from equatorial Africa.
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We can tell that by looking at the melonin levels
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in our skin.
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Right.
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So evolution evolution is wherein as your ancestors moved away
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from the equator, children with slightly lighter skin were more
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likely to survive because with the lower amount of sun exposure,
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the lighter skin allowed more sun in, allowed better vitamin deproduction,
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and so on.
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The kids with the darker skin couldn't survive.
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In the very extreme northern hemispheres or down in the
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extreme southern hemispheres, and so lighter skin evolved both at
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the extreme north and the extreme south. That's evolution. Lighter
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hair color, lighter eye color, all that stuff. Gap is
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where you now relocate to a place that has a
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level of sun different than your optimal skin. And so
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as an example, we take somebody from Eritrea and we
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put them in Estonia, They're.
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Not going to do very well. They're going to suffer.
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Because their skin is so dark that it's going to
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block what tiny little bit of sun. Because here in
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Estonia they only get sun for twenty six minutes every
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fourth year on a Thursday. I'm kidding, but it's not
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like there's a bright, hot Caribbean sun here, right, So
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somebody with very dark skin is going to suffer in
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that environment. But equally, if we take somebody from Estonia
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with their blonde hair, blue eyes and translucent skin and
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put them in Eritrea, guess what, They're going to have
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a problem with the sun. And so the idea here
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is to take a look and say, well, what is
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the gap. The gap is I'm living in a place
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that has the wrong level of sun for my skin.
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How do I close that gap? Well, first I want
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to look to the best natural solution I can. In
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the case of somebody living in the Northern Hemisphere, I
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would suggest a travel agent would be a good idea,
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or getting it convertible, or just making sure you spend
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the maxi amount of time in the sun. But if
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that's not available to you, you know, if for example,
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you're living in England and there just isn't sunlight, then
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you're gonna have to look at the modern solution to
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close that evolution gap, which might be red light therapy
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or taking vitamin desupplementation or what have you. So the
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idea really is is to look at a symptom or
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an area of suffering, and then to identify where the
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juxtaposition between our paleolithic bodies and our neolithic realities.
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Are and and then and then from that try to
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determine what.
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The solution might be naturally speaking first, and to the
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degree that that's either not available or not successful, to
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then look at a modern or technological solution.
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Yeah, and clearly most of us are not going to
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go back to living in a natural world and a
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natural habitat that our ancestors grew up in. So we
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need to adapt and part of that is taking really
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good care of ours and that's importance of programs like
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your wild Pit program. I think the modern biohacking movement can.
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Be very helpful as well.
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I mean, if we're gonna if we're going to live
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in environments and live at a speed that is somewhat
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foreign to the way we evolved. Then we're going to
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have to kind of work with that and evolved with that.
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And really, you know, the same way.
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Of performance athlete addresses the stress they put on their body. Right,
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if you're going to put a lot of stress on
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your body, heart and mind, then you need your recovery time,
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you need your rest time, and you need optimal nutrition,
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optimal exercise, all these things.
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So that's the.
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Important that I want to touch on something you mentioned
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about biohacking, and I think that what tends to happen
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these days, particularly particularly now in the social media attention economy,
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is that if something works for somebody and they magnify
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that and it suddenly becomes the panacea, it's like everybody
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runs to that solution. And humans are our very core
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energy conservationalists. We try to do the maximum, We try
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to create the maximum result with the minimum effort.
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That's a human instinct to do that.
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And the trouble is is that that also makes us
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be that also pushes us to an inclination towards shortcuts.
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So one of the challenges with the say, you know,
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longevity and and say biohacking technology space is that many
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people are going immediately to the shortcut. They're like, yeah, well,
400
00:19:22.480 --> 00:19:25.559
you know, I don't really, I don't really, you know,
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00:19:25.599 --> 00:19:28.039
get enough sunlight, So I'm just going to take vitamin D. Well,
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what I would put to you is that vitamin D
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is a stop gap if the natural solution is not available.
404
00:19:35.079 --> 00:19:38.200
It really we first have to go out. In my opinion, we.
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Should be doing the best we can to support our
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bodies' natural needs before turning to those and to you know,
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there's more modern solutions, and I'll give you an example.
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You mentioned performance athletes. One of the things that's quite
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interesting is to look at the one hundred meters dash,
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you know, from Olympic and international sport. In one hundred years,
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with all the advancements and running shoes, technology, running surfaces,
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new atrition sciences, sports psychology, and what have you, we
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have improved the world record one hundred meter dash phenomenally
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or not. We've improved it by less than a second.
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In one hundred years. That record is improved by less
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than a second, less than a percent a year.
417
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Like it's a tiny, tiny improvement.
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And in the meantime, what is driving that incredible speed
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human biology. So step one is really deal with the
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body the way it needs to be dealt with in
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natural ways as best possible, and then look to biohacking
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as an optimization path, but not as a replacement.
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In my opinion, Yeah, I couldn't agree more.
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And I think those that really take a very holistic
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and integrative approach to biohacking being one part of a
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holistic and integrated approach to are the ones that.
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Are really getting it right.
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So a lot of things we're referencing here people are
429
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probably willing, well, when are you going to start talking
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about sales and marketing? Well, a lot of peop we're
431
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referencing here have to do with the psychology of sales
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and marketing and and our biological imperatives and how that
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influences our psychology and so forth. Uh, you know, even
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this tendency to uh, you know, to look for the
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shortcut and uh, to always be trying to get the
436
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best result of the least separate all these things that
437
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are human instincts and in some way many ways the
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way our brain is set up to work, and so forth.
439
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They then impact how we respond to sales and marketing.
440
00:21:29.079 --> 00:21:32.559
So I want to talk a little bit about, uh,
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what what you've learned about what really works. Uh, maybe
442
00:21:36.720 --> 00:21:39.119
some of the key principles that you found that really
443
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works in sales and marketing that have been you know,
444
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brought you the success you've earned and and uh and
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you know how to not just a short maybe I
446
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mean we can talk about maybe some of the psychology
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of getting a sale, whether it's a.
448
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Uh, you know, a one to one long longer.
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Sales cycle sale, or it's just B two C online
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or whatever it is, what the but then also really
451
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building a business, creating that customer loyalty, creating you know,
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creating that kind of sales marketing in a sense of
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the longevity of a really quality business. So I wonder
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if you could a lot of places you could go
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with all that, but I'll let you go where you'd
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like to.
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I'll start with a basic idea, and that is that
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everything is marketing. Everything in your business is a form
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of marketing. Everything nothing isn't There's a distinction in my opinion,
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between you know, selling and marketing, of course, and you know,
461
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selling is the transactional process, and you can you can
462
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kind of define selling in two categories. There's selling, which
463
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is to say, taking the order, that is, getting the
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money and taking the order. And then there's the other
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version of selling, which is the influencing, the convincing, the
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manipulating even And what I would say is that what
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you really want in any given business is to reduce
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the nets the necessity for the convincing influence style selling.
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You want to reduce that as much as possible. You
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want the marketing to have handled that so that people,
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you know, look, look, Apple's done a great job of this.
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You don't walk into the into the Apple store needing
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the salesperson to sell you an iPhone.
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You walk in there to buy an iPhone.
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You know, you might want some help with which one,
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but at the end of the day, you know they've
477
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done such a great job that you're walking into buy
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no selling is needed. So if we start with that premise,
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then and then the concept that I mentioned that is
480
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everything is selling. My view is that if you regard
481
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that everything is marketing, everything is selling, everything is about
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you know, driving that further business, then it means that
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you will make a commitment to delivering far more value.
484
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Then you're asking people to invest in the first place.
485
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So I would put to you that with something like Wildfit, sure,
486
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it might cost you fifteen hundred or two thousand or
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three thousand dollars to go through one of our programs,
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depending on how you do it. But at the end
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of that you are going to be incredibly happy that
490
00:24:01.440 --> 00:24:03.119
you paid that money, because you're going to feel like
491
00:24:03.160 --> 00:24:05.440
you got five or ten or twenty thousand dollars worth
492
00:24:05.440 --> 00:24:07.920
of value. And that will be both because of the
493
00:24:08.000 --> 00:24:10.319
quality of the product, but also because of our way
494
00:24:10.359 --> 00:24:12.799
of doing business with you, the way the customer service
495
00:24:12.880 --> 00:24:14.200
is handled, and all that sort of stuff. So I
496
00:24:14.200 --> 00:24:18.599
think that's something really important to consider, is that every
497
00:24:19.240 --> 00:24:22.240
aspect of doing business is part of that marketing process.
498
00:24:22.279 --> 00:24:26.559
If you are, you know, let's say, for example, you're
499
00:24:26.559 --> 00:24:28.440
having to make some debt collection phone calls. You know,
500
00:24:28.440 --> 00:24:30.200
you've got some clients that are paying their bills or
501
00:24:30.240 --> 00:24:33.240
what have you. If you call them and you're nasty
502
00:24:33.319 --> 00:24:36.759
to them in that process, guess what, you're pushing them away.
503
00:24:36.799 --> 00:24:39.160
It's less likely they buy from you. If you call
504
00:24:39.240 --> 00:24:42.880
them and you're compassionate and understanding and supportive, and you're
505
00:24:42.920 --> 00:24:47.519
creative with them about it, then you've created that affects
506
00:24:47.519 --> 00:24:49.839
their entire view of your brand and your business. So
507
00:24:49.880 --> 00:24:53.720
I think that's the first aspect of it, and then
508
00:24:53.720 --> 00:24:55.880
the next aspect of it is people.
509
00:24:57.039 --> 00:24:59.519
In English, the word like is really fascinating.
510
00:24:59.720 --> 00:25:02.000
Like, you know, sort of speaks of a level of,
511
00:25:03.519 --> 00:25:05.519
you know, enjoying to be with somebody, or a level
512
00:25:05.519 --> 00:25:07.799
of adoration or a level of appreciation for somebody.
513
00:25:07.799 --> 00:25:11.680
But like also means similar. It also means similar, so
514
00:25:11.720 --> 00:25:13.920
you can be like something and you can like something.
515
00:25:13.920 --> 00:25:16.279
And the joke is is that we tend to like
516
00:25:16.400 --> 00:25:20.720
people that we're like, you know, so we tell, you know,
517
00:25:20.759 --> 00:25:24.319
it's a maybe call it some kind of bizarre, ubiquitous
518
00:25:24.359 --> 00:25:27.279
human narcissism, but we like people that are similar to us.
519
00:25:27.319 --> 00:25:27.519
Right.
520
00:25:27.920 --> 00:25:29.720
But there's a really powerful clue in that from a
521
00:25:29.759 --> 00:25:32.279
sales and marketing perspective, and that is that people are
522
00:25:32.359 --> 00:25:33.920
far more likely to buy from.
523
00:25:33.720 --> 00:25:34.559
People that they like.
524
00:25:35.640 --> 00:25:38.039
And so you put all that together and what it
525
00:25:38.079 --> 00:25:41.880
says is one of the most important components to selling
526
00:25:41.960 --> 00:25:44.119
really effectively, whether it's one on one or one to
527
00:25:44.160 --> 00:25:48.640
five thousand in an auditorium, is to be likable, and
528
00:25:49.079 --> 00:25:51.799
that is to find commonalities with that with that audience
529
00:25:51.839 --> 00:25:53.880
so that they want so that they like you and
530
00:25:53.920 --> 00:25:54.839
they want to buy from you.
531
00:25:56.079 --> 00:25:58.920
So in some ways what you're talking about there one
532
00:25:58.960 --> 00:26:00.559
way to look at as you're talking about.
533
00:26:00.359 --> 00:26:01.640
Rapport and building rapport.
534
00:26:02.200 --> 00:26:04.599
Yeah, your customers, your audience and so on, one on
535
00:26:04.599 --> 00:26:06.400
one sales. There's lots of ways we can learn to
536
00:26:06.440 --> 00:26:08.599
create greater rapport in a very genuine way. But there
537
00:26:08.640 --> 00:26:12.200
are technologies like neural linguistic programming and things like that
538
00:26:12.200 --> 00:26:14.920
that can apply. But we get in rapport with someone,
539
00:26:15.279 --> 00:26:17.759
uh just speaking from the stage selling one of the
540
00:26:17.759 --> 00:26:20.279
many from the stage, you can get rapport with the audience.
541
00:26:20.720 --> 00:26:22.319
But then there's a lot of B two C and
542
00:26:22.680 --> 00:26:25.039
even B to B marketing that happens you know, through
543
00:26:25.039 --> 00:26:29.240
the website, through email, through through marketing funnels and so
544
00:26:29.279 --> 00:26:33.880
forthwhere there isn't necessarily the direct human interaction to get
545
00:26:33.880 --> 00:26:34.480
that report.
546
00:26:34.559 --> 00:26:35.640
So how do how does.
547
00:26:35.519 --> 00:26:39.680
Your marketing and branding of your company and product focus
548
00:26:39.759 --> 00:26:43.839
on creating that quality of reports so people they feel
549
00:26:43.880 --> 00:26:46.200
I want to do business with this company because they
550
00:26:46.279 --> 00:26:47.200
feel like me.
551
00:26:50.079 --> 00:26:52.160
I think one of the key principles to that is
552
00:26:52.799 --> 00:26:54.680
do what you say you're going to do. You know
553
00:26:54.759 --> 00:26:57.319
that that really helps a lot, even even at.
554
00:26:57.160 --> 00:27:00.160
The very earliest level. Like if if if.
555
00:27:00.079 --> 00:27:03.359
You're making a sales call and you say to the verseon,
556
00:27:03.400 --> 00:27:05.359
oh yeah, I'll drop you an email and follow up
557
00:27:05.359 --> 00:27:07.440
on that, then you better do it. You know, it's
558
00:27:07.440 --> 00:27:10.440
a small thing, but you'd better do it. And you know,
559
00:27:10.599 --> 00:27:14.000
the more often they see you in residence with your commitment,
560
00:27:14.039 --> 00:27:16.240
the more often they see you following through on your word,
561
00:27:16.599 --> 00:27:20.039
the more credibility you're building every single time. Well, the
562
00:27:20.079 --> 00:27:23.400
same applies with your Internet marketing or your copy or
563
00:27:23.400 --> 00:27:24.400
your email, you.
564
00:27:24.359 --> 00:27:25.279
Know, copy or what have you.
565
00:27:25.400 --> 00:27:28.720
Is like if they see a consistency of the message
566
00:27:28.759 --> 00:27:30.759
and they see a consistency of delivery and you do
567
00:27:30.839 --> 00:27:33.480
what you're saying you're going to do, that's that's really helpful.
568
00:27:33.920 --> 00:27:38.000
But there's also there's also some important, you know, sort
569
00:27:38.000 --> 00:27:40.279
of thought process into how you actually write to clients,
570
00:27:40.279 --> 00:27:42.880
whether you're writing landing page copy or an email or
571
00:27:42.920 --> 00:27:45.119
what have you. And one of the best examples I
572
00:27:45.160 --> 00:27:48.079
saw of this was Bill Harris, the founder of Centerpoint.
573
00:27:48.680 --> 00:27:52.680
He was so good at copy. He had a huge list.
574
00:27:52.799 --> 00:27:55.160
He had a huge, huge list of people, and you know,
575
00:27:55.240 --> 00:27:58.319
they sold meditation apps and meditation programs and so on,
576
00:27:58.359 --> 00:28:01.599
and what would happen is that his email would go
577
00:28:01.599 --> 00:28:03.119
out pretty much. I think it was every Monday, and
578
00:28:03.160 --> 00:28:05.359
if he didn't get it out by Monday, no kidding,
579
00:28:05.759 --> 00:28:08.559
people would write into the customer support.
580
00:28:08.319 --> 00:28:09.200
And say, is Bill okay?
581
00:28:10.319 --> 00:28:10.559
You know?
582
00:28:11.759 --> 00:28:14.440
His email didn't feel like spam. It felt like he
583
00:28:14.599 --> 00:28:17.400
was writing them a personal update. And I think that
584
00:28:17.400 --> 00:28:20.880
that's something people lose, is they tend to write a
585
00:28:20.960 --> 00:28:26.079
generic message that is aimed at a broad market, whereas
586
00:28:26.200 --> 00:28:29.359
if instead they really thought about the avatar they're writing to,
587
00:28:29.480 --> 00:28:31.640
I mean named it like, you know, put a picture
588
00:28:31.680 --> 00:28:33.240
on the wall. These days, it's super easy. You can
589
00:28:33.279 --> 00:28:36.160
go to chatz etp and say, hey, my avatar is
590
00:28:36.680 --> 00:28:40.279
a woman between the ages of you know, forty and fifty,
591
00:28:40.720 --> 00:28:44.880
and you know she's recently single, she's got two semi
592
00:28:44.880 --> 00:28:47.240
adult kids, and could you draw and I want to
593
00:28:47.279 --> 00:28:48.640
call her, you know, Susan.
594
00:28:48.680 --> 00:28:50.640
Could you create a picture of her? Well, if you
595
00:28:50.759 --> 00:28:52.119
do that, the.
596
00:28:52.039 --> 00:28:54.400
Next time you write a message to your list, you
597
00:28:54.440 --> 00:28:57.799
should look at Susan and write to her. Write to
598
00:28:57.880 --> 00:29:01.079
her like you're writing to her, and everybody who receives
599
00:29:01.119 --> 00:29:03.480
that message is going to feel a deeper personal connection.
600
00:29:06.400 --> 00:29:10.960
What if transformation isn't just about thinking differently, but feeling differently.
601
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Science shows us that true change happens when we align
602
00:29:14.440 --> 00:29:17.920
not just our minds, but also the neural networks in
603
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617
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618
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619
00:30:26.240 --> 00:30:27.079
Oh that's great.
620
00:30:27.440 --> 00:30:33.039
So you mentioned Centerpoint and the Pounder there, and we
621
00:30:33.119 --> 00:30:35.359
have Marion Million Trivia on this someha.
622
00:30:35.400 --> 00:30:37.599
We're very happy to have her from Centerpoint on our toilet.
623
00:30:38.240 --> 00:30:41.920
And maybe in your own career, the importance of a
624
00:30:42.039 --> 00:30:44.680
founder getting out in front of his own brand and product.
625
00:30:44.720 --> 00:30:44.880
Now.
626
00:30:44.960 --> 00:30:47.480
I know there are some successful companies where the pounders
627
00:30:47.480 --> 00:30:51.920
in the background somewhere, but in many cases we have
628
00:30:51.960 --> 00:30:54.480
to get out and tell the brand story, or in
629
00:30:54.480 --> 00:30:57.000
some ways we are the brand story. So I wonder
630
00:30:57.039 --> 00:30:58.880
if you could talk about how that's played out in
631
00:30:58.920 --> 00:31:02.559
your career and your business centers and the importance of that.
632
00:31:04.119 --> 00:31:06.720
Yeah, I mean, I've done it in both directions, and
633
00:31:06.759 --> 00:31:11.240
there there are definitely pros and cons. I would say
634
00:31:11.240 --> 00:31:16.480
that you could loosely divide your h You could divide
635
00:31:16.519 --> 00:31:22.759
your entrepreneurs into the introverted extroverted camp, and the extroverted
636
00:31:22.880 --> 00:31:25.559
entrepreneurs that find it easy to be the spokespersons of
637
00:31:25.599 --> 00:31:27.759
their companies sometimes aren't the best ones to do that,
638
00:31:27.920 --> 00:31:30.160
and that's because they enjoy the attention too much. And
639
00:31:31.480 --> 00:31:33.559
it's very often the more introverted ones that do a
640
00:31:33.599 --> 00:31:37.720
great job of it because they they are doing it
641
00:31:37.759 --> 00:31:39.720
for a purpose, and they take it seriously and they
642
00:31:39.759 --> 00:31:41.200
want to limit the amount they have to do it,
643
00:31:41.240 --> 00:31:43.559
and they also limit their contact with the public after
644
00:31:43.599 --> 00:31:43.880
doing it.
645
00:31:43.920 --> 00:31:46.720
So it's sort of like they create like Steve jobs
646
00:31:46.799 --> 00:31:46.960
like that.
647
00:31:47.079 --> 00:31:49.599
I don't Steve was a phenomenal speaker and what have you,
648
00:31:49.640 --> 00:31:51.559
but he certainly didn't strike me as somebody who was
649
00:31:51.559 --> 00:31:53.599
like massively extroverted and looking for attention.
650
00:31:54.000 --> 00:31:55.920
He was doing it because it was expeditious, it was
651
00:31:55.960 --> 00:31:57.400
the right it was the right thing to do.
652
00:31:58.000 --> 00:32:00.480
And so I think that's important, is what's your motivation
653
00:32:00.599 --> 00:32:02.359
for being the head of your company. If the motivation
654
00:32:02.519 --> 00:32:05.480
is attention and adolation, probably don't do it. But if
655
00:32:05.480 --> 00:32:08.000
your motivation is you are the best face of the
656
00:32:08.000 --> 00:32:10.119
company and you are the best person to tell the
657
00:32:10.119 --> 00:32:14.960
brand story, then you should do it. I started my
658
00:32:15.000 --> 00:32:17.119
first business in the UK and it was in mobile
659
00:32:17.119 --> 00:32:20.319
computing and logistics management, barcod scanning, all that kind of stuff,
660
00:32:20.359 --> 00:32:23.960
and I was effectively the you know, I was the founder,
661
00:32:24.319 --> 00:32:28.440
but I never really worked on the personal branding aspect
662
00:32:28.480 --> 00:32:31.680
of that. I didn't put myself out there. I wasn't
663
00:32:31.680 --> 00:32:33.759
doing any speaking, I didn't do any of that kind
664
00:32:33.799 --> 00:32:35.960
of thing. But what I will tell you is when
665
00:32:36.000 --> 00:32:38.759
I sold the company, the you know, they do the
666
00:32:38.839 --> 00:32:40.720
due diligence report and so on, and I happened to
667
00:32:40.720 --> 00:32:43.720
be in the car with the buyer when he got
668
00:32:43.759 --> 00:32:46.839
the phone back report from the due diligence in specters,
669
00:32:47.319 --> 00:32:50.000
and they didn't know I was in the car, and
670
00:32:50.039 --> 00:32:51.519
he said, oh, tell me, what do you think about
671
00:32:51.559 --> 00:32:54.440
the company. And the guy said, He goes, well, I've
672
00:32:54.440 --> 00:32:55.880
got good news and I've got bad news.
673
00:32:55.880 --> 00:32:57.359
And I'm like, oh no, I don't want to hear
674
00:32:57.359 --> 00:32:58.000
the bad news.
675
00:32:58.359 --> 00:33:00.720
They've just done a full investigation in my company, and
676
00:33:00.839 --> 00:33:04.119
the bad news might put some price down. But he says,
677
00:33:04.240 --> 00:33:07.640
the bad news is is that we you know, we
678
00:33:08.079 --> 00:33:11.279
asked Eric to send us a sampling of his top
679
00:33:11.319 --> 00:33:14.039
twenty customers, but he sent us all twenty of them,
680
00:33:14.079 --> 00:33:16.920
and unfortunately, our ISO regulations are that we're not allowed
681
00:33:16.920 --> 00:33:18.319
to choose, so we had to call all of them.
682
00:33:18.319 --> 00:33:20.839
We were hoping he'd only send us three, but we
683
00:33:20.880 --> 00:33:23.880
had to call all of them, and so we did.
684
00:33:24.400 --> 00:33:26.680
And the second piece of bad news is that every
685
00:33:26.839 --> 00:33:29.039
single one of them that we.
686
00:33:28.920 --> 00:33:31.960
Spoke to mentioned Eric by name.
687
00:33:33.200 --> 00:33:35.279
Now I was running a company with you know, whatever
688
00:33:35.680 --> 00:33:39.039
at various times between thirty five and fifty employees and
689
00:33:39.240 --> 00:33:41.880
many salespeople, and many of those clients never even got
690
00:33:41.920 --> 00:33:43.799
to know me, never spoke to me. But yet our
691
00:33:43.839 --> 00:33:46.400
top twenty all mentioned me my name. And as he
692
00:33:46.480 --> 00:33:48.720
said this, I was like, oh, this is the worst thing.
693
00:33:48.759 --> 00:33:50.640
I didn't want this at all, and I was like,
694
00:33:50.680 --> 00:33:52.599
why would they even do that, because the truth is
695
00:33:52.680 --> 00:33:54.400
I hadn't even worked in the company for two years.
696
00:33:54.440 --> 00:33:56.319
I've been traveling and what have you? The company ran
697
00:33:56.400 --> 00:33:58.400
without me. Why are these people doing this? And I
698
00:33:58.400 --> 00:34:01.519
feel like they're sabotaging my deal. Well, but then he goes,
699
00:34:01.559 --> 00:34:03.680
But the good news is is that in as much
700
00:34:03.720 --> 00:34:06.759
as they all named Eric, they all acknowledged they hadn't
701
00:34:06.799 --> 00:34:11.320
spoken to him in two years, and they were all
702
00:34:11.480 --> 00:34:14.639
actively seeking ways to do more business with his company.
703
00:34:15.440 --> 00:34:20.000
And so, you know, I think there is something important
704
00:34:20.039 --> 00:34:22.920
about being, you know, a figurehead of.
705
00:34:22.880 --> 00:34:26.360
The company if you're prepared to do it. But it's
706
00:34:26.360 --> 00:34:27.199
also a bit of a trap.
707
00:34:27.239 --> 00:34:29.159
I've spent quite a lot of time with Richard Branson
708
00:34:29.400 --> 00:34:32.639
over the years, particularly this last year, and of course
709
00:34:32.679 --> 00:34:35.199
he has done a phenomenal job of being the face
710
00:34:35.239 --> 00:34:36.519
of his brand and putting himself out there.
711
00:34:36.559 --> 00:34:38.000
But I'll tell you he's not an extrovert.
712
00:34:38.039 --> 00:34:40.599
It's not natural to him like he's actually, in my opinion,
713
00:34:40.639 --> 00:34:43.199
he's quite shy. But he knew that it was the
714
00:34:43.280 --> 00:34:44.239
right path for his.
715
00:34:44.239 --> 00:34:47.400
Brand and he did it unbelievably well.
716
00:34:48.920 --> 00:34:51.360
So and that could be different for different people in
717
00:34:51.400 --> 00:34:54.440
different businesses, as your point, but.
718
00:34:54.559 --> 00:34:57.360
Whether whether we are part of.
719
00:34:57.320 --> 00:35:01.559
The brand story or not, as founders and entrepreneurs, part
720
00:35:01.599 --> 00:35:04.239
of our job is to be storytellers and to create
721
00:35:04.280 --> 00:35:07.039
the brand story and tell the brand story. And I
722
00:35:07.079 --> 00:35:09.079
want if you could talk about that, especially how that's
723
00:35:09.159 --> 00:35:10.400
evolving in the age of AI.
724
00:35:12.000 --> 00:35:16.119
Yeah, jeez, there's there's some change coming there. When we
725
00:35:16.159 --> 00:35:18.199
think of a visionary, you know, somebody.
726
00:35:17.960 --> 00:35:20.440
Starting their own movement, their own business and what have.
727
00:35:20.440 --> 00:35:25.280
You, we we forget that for every visionary there's about
728
00:35:25.840 --> 00:35:30.239
nine delusionists and and and and then the question is
729
00:35:30.280 --> 00:35:33.760
what is the difference between you know, somebody who's delusional
730
00:35:33.760 --> 00:35:34.679
and somebody's visionary.
731
00:35:34.719 --> 00:35:36.960
What is the difference. And I would put to.
732
00:35:36.960 --> 00:35:42.559
You that that at the very edge, the difference is subtle.
733
00:35:42.800 --> 00:35:44.079
The difference really is subtle.
734
00:35:45.960 --> 00:35:50.119
Richard Branson is an example, as I understand The story was,
735
00:35:50.639 --> 00:35:52.719
you know, as a young man getting ready to sell
736
00:35:52.800 --> 00:35:56.039
his you know, student magazine and that he'd built and
737
00:35:56.119 --> 00:35:58.239
he went to go meet with the people who wanted
738
00:35:58.239 --> 00:35:59.679
to buy it, and they wanted him to stay on
739
00:35:59.679 --> 00:36:01.440
and rune it, and he wanted to do that, and
740
00:36:01.480 --> 00:36:02.840
so they asked him, well, if you stay on and
741
00:36:02.920 --> 00:36:03.840
run it, what are you going.
742
00:36:03.760 --> 00:36:04.320
To do with it?
743
00:36:04.679 --> 00:36:06.400
And he's like, oh, I'm going to build that, and
744
00:36:06.440 --> 00:36:07.920
I'm going to start this, and I'm going to start that.
745
00:36:08.039 --> 00:36:09.519
I'm going to create this and I'm going to create that.
746
00:36:10.039 --> 00:36:12.760
And they were like, dude's delusional, and.
747
00:36:12.719 --> 00:36:13.760
They pulled out of the deal.
748
00:36:15.440 --> 00:36:18.559
Only he went and did that stuff and I think
749
00:36:18.599 --> 00:36:20.920
some of those people work for him now, you know.
750
00:36:21.000 --> 00:36:23.440
It's like it was a big, you know change.
751
00:36:23.480 --> 00:36:26.320
Well, so what is the difference, Well, they believed him
752
00:36:26.320 --> 00:36:29.719
to be delusional, but he was visionary. The difference is
753
00:36:29.760 --> 00:36:32.079
he made it happen. And that I would put to
754
00:36:32.079 --> 00:36:35.519
you is often the distinction. So then you know, what
755
00:36:35.679 --> 00:36:37.880
is the step that makes that possible? And this is
756
00:36:37.880 --> 00:36:40.480
really important. We give a huge amount of credit to
757
00:36:40.519 --> 00:36:42.760
the founder. We give a huge amount of credit to
758
00:36:42.800 --> 00:36:45.079
the visionary, the person who started the whole thing. But
759
00:36:45.639 --> 00:36:48.719
what we don't really give enough credit to is the
760
00:36:49.079 --> 00:36:53.159
first followers of that visionary, because you see, without followers,
761
00:36:53.159 --> 00:36:56.719
the visionary is delusional. It's the first people that join
762
00:36:56.800 --> 00:37:00.960
on and catch on and get excited. They they become
763
00:37:01.199 --> 00:37:05.360
the support for his delusion. They they they become the
764
00:37:05.360 --> 00:37:08.280
they become the proof that his delusion has merit or
765
00:37:08.320 --> 00:37:12.159
her delusion has merit. And it is those early followers
766
00:37:12.559 --> 00:37:15.119
that make the difference between delusional and visionary. And I
767
00:37:15.119 --> 00:37:16.559
think that's a really important part.
768
00:37:16.440 --> 00:37:17.079
In this exchange.
769
00:37:17.119 --> 00:37:20.519
So, yeah, you might be the one, uh, you might
770
00:37:20.519 --> 00:37:22.679
be the one at the front of it. But what
771
00:37:22.719 --> 00:37:25.239
you really have to understand is you being able to
772
00:37:25.280 --> 00:37:28.719
tell that brand story really well isn't about the clients
773
00:37:28.760 --> 00:37:31.079
as much as it is about the team. It's like,
774
00:37:31.440 --> 00:37:35.360
you want your team to be so on fire about
775
00:37:35.360 --> 00:37:38.599
your brand story that they're gonna that they're gonna that
776
00:37:38.599 --> 00:37:40.199
they're gonna go out there and they're gonna fall in
777
00:37:40.199 --> 00:37:41.639
love with it. They're going to be passionate about it.
778
00:37:41.679 --> 00:37:43.559
There when they're sick, they're going to come into work
779
00:37:43.599 --> 00:37:47.159
anyway because they're so in And you know, that's that's
780
00:37:47.239 --> 00:37:48.599
the that's the job of the visionary.
781
00:37:48.639 --> 00:37:48.960
I think.
782
00:37:50.079 --> 00:37:50.440
Wow.
783
00:37:51.440 --> 00:37:55.320
So, uh, you know I mentioned H I mentioned AI
784
00:37:55.400 --> 00:37:58.320
and things are changing very quickly, and uh, you know
785
00:37:58.400 --> 00:38:01.280
there's there's a day of it making us a little
786
00:38:01.280 --> 00:38:03.480
bit lazy in terms of I can just go to chat,
787
00:38:03.519 --> 00:38:06.360
TVT or cloud or one of the other ones and
788
00:38:06.360 --> 00:38:08.280
and you know I need a brand to or give
789
00:38:08.320 --> 00:38:10.559
me a brand story or something like that. Right, And
790
00:38:10.599 --> 00:38:13.480
obviously we're not if we if our prompts are that superficial,
791
00:38:13.480 --> 00:38:16.239
we're not going to get great results. But nonetheless, there
792
00:38:16.639 --> 00:38:19.840
can be a tendency to think AI is now going
793
00:38:19.840 --> 00:38:21.599
to create all this stuff for us, and AI is
794
00:38:21.599 --> 00:38:23.199
getting pretty damn good at creating.
795
00:38:22.920 --> 00:38:23.559
A lot of stuff.
796
00:38:23.599 --> 00:38:26.159
So I'm wondering how you're seeing this, whether it's impacting
797
00:38:26.159 --> 00:38:29.159
what you're doing with your businesses, uh, and just how
798
00:38:29.239 --> 00:38:33.320
you see this evolving in terms of, uh, how we
799
00:38:34.559 --> 00:38:37.760
how we create value, how we communicate that value creation,
800
00:38:37.920 --> 00:38:40.679
how we create the brand communicate it, and you know,
801
00:38:40.760 --> 00:38:44.119
the marketing, how everything we're doing can be part of marketing.
802
00:38:44.239 --> 00:38:44.599
Is AI?
803
00:38:44.719 --> 00:38:48.079
Can AI amplify that? Can AI make us more efficient
804
00:38:48.079 --> 00:38:50.400
at that? Is AI going to get away with that?
805
00:38:50.679 --> 00:38:52.440
You know there could be this kind of leveling with
806
00:38:52.519 --> 00:38:55.559
AI that suddenly everybody's got this great tool and the
807
00:38:55.599 --> 00:38:59.679
world's getting flooded with more sophisticated marketing than other people
808
00:38:59.679 --> 00:39:02.559
were doing. Who were you know, didn't have the marketing team,
809
00:39:02.599 --> 00:39:04.039
but now they can't.
810
00:39:04.320 --> 00:39:06.360
They're not doing with AI maybe what a top like.
811
00:39:06.400 --> 00:39:08.559
Marketing team, but they're getting a lot closer than they
812
00:39:08.599 --> 00:39:11.320
were before. Right, So I'm just curious how you see
813
00:39:11.320 --> 00:39:12.159
all this evolving.
814
00:39:13.480 --> 00:39:18.920
Well, I think that almost everybody is woefully behind the
815
00:39:19.239 --> 00:39:23.920
AR curve, the AI curve. They are underestimating the rate
816
00:39:23.960 --> 00:39:26.000
of change that we're about to go through. They're building
817
00:39:26.079 --> 00:39:28.519
their business for what AI is today rather than what
818
00:39:28.519 --> 00:39:30.119
AI is going to be in two or three years.
819
00:39:30.159 --> 00:39:33.840
And it's it's I mean, listen, I hate to be
820
00:39:33.920 --> 00:39:35.679
bleak about it, but it's going to be a blood
821
00:39:35.679 --> 00:39:36.159
bath out there.
822
00:39:36.199 --> 00:39:37.639
It's going to be really, really difficult.
823
00:39:37.719 --> 00:39:41.960
And and you're right in one area, there's the tendency
824
00:39:41.960 --> 00:39:45.440
for some people to you know, to become lazy and
825
00:39:46.519 --> 00:39:51.199
to rely too heavily upon AI for their ideation. On
826
00:39:51.239 --> 00:39:54.440
the other hand, if you use a idea AI as
827
00:39:54.480 --> 00:39:57.719
a idea engine or as a muse, it can be
828
00:39:57.840 --> 00:40:00.519
unbelievably effective. I mean, you know, the idea that you
829
00:40:00.519 --> 00:40:02.400
can turn your phone on right now and say, hey,
830
00:40:03.000 --> 00:40:08.679
uh chatchi tib you are now a creative news designed
831
00:40:09.519 --> 00:40:13.159
specifically for the purpose of helping me develop a brand story.
832
00:40:13.159 --> 00:40:14.719
And you and I are now going to engage in
833
00:40:14.719 --> 00:40:18.519
a conversation during which we're going to do a deep
834
00:40:18.599 --> 00:40:21.639
dive and unpack my deepest values in my company visions.
835
00:40:21.840 --> 00:40:23.880
And we're going to and we're going to explore that,
836
00:40:24.000 --> 00:40:25.599
and then when we feel like we've gotten to the
837
00:40:25.679 --> 00:40:27.360
very bottom of it, you're going to go even deeper
838
00:40:27.400 --> 00:40:29.360
with me. You're going to look up everything you can
839
00:40:29.400 --> 00:40:31.440
about me, You're going to ask me everything you can,
840
00:40:31.519 --> 00:40:33.039
and we're going to get to the bottom of that
841
00:40:33.119 --> 00:40:35.880
brand story. You know, you can have a pretty bloody
842
00:40:35.920 --> 00:40:40.440
compelling conversation. I mean, you're going to get somewhere and
843
00:40:41.119 --> 00:40:44.719
the results can be truly amazing. Unfortunately, what most people
844
00:40:44.800 --> 00:40:47.679
do is go, my company makes widgets, would you write
845
00:40:47.679 --> 00:40:48.360
a brand story?
846
00:40:48.719 --> 00:40:51.679
And you know it's just you end up with this,
847
00:40:52.559 --> 00:40:54.719
you know, bland, vanilla thing.
848
00:40:54.880 --> 00:40:59.039
So I think we do have to be aware that
849
00:40:59.039 --> 00:41:06.599
that that that AI is not a magic bullet unless
850
00:41:06.760 --> 00:41:08.719
you really know what you're doing, in which case it
851
00:41:08.840 --> 00:41:11.840
is and and But then we also have to recognize
852
00:41:11.840 --> 00:41:15.039
that even if we look at how much it's changed
853
00:41:15.079 --> 00:41:19.480
since it first came out, you know, the the it's
854
00:41:19.519 --> 00:41:23.800
intelligence has gone from being a fairly dumb a d
855
00:41:23.920 --> 00:41:27.599
d high school student when it launched to PhD level
856
00:41:27.639 --> 00:41:29.800
thinking and reasoning at this point, and it's it's it's
857
00:41:29.840 --> 00:41:32.000
and and that that curve is not stopping. I mean,
858
00:41:32.320 --> 00:41:34.920
I would say that within the next six months or so,
859
00:41:35.800 --> 00:41:38.840
AI will be smarter than every collective human on the planet.
860
00:41:38.880 --> 00:41:41.280
And at that point it is tough to know what
861
00:41:41.320 --> 00:41:44.360
the next step is. It is tough to know. Uh,
862
00:41:44.400 --> 00:41:47.280
you know, uh, are we going to be slammed with
863
00:41:47.440 --> 00:41:51.519
so much high level marketing stuff that we can't see
864
00:41:51.559 --> 00:41:52.159
through the noise?
865
00:41:52.639 --> 00:41:55.519
It's really that's that's the big mystery, what is next?
866
00:41:56.119 --> 00:41:56.519
M hm?
867
00:41:57.519 --> 00:42:00.480
So you know, our in our audience, I I I
868
00:42:00.480 --> 00:42:03.320
think we have quite a diverse audience, and anywhere from
869
00:42:03.320 --> 00:42:07.840
aspiring entrepreneurs to people with maybe seven eight figure businesses
870
00:42:07.880 --> 00:42:10.440
that they're they're trying to really scale further and they're
871
00:42:10.480 --> 00:42:11.679
they're running in various.
872
00:42:11.440 --> 00:42:12.400
Levels of challenges.
873
00:42:12.519 --> 00:42:15.559
Or we may have solopreneurs that are just thinking about
874
00:42:15.559 --> 00:42:18.320
getting a team or or maybe you know, a solopreneur
875
00:42:18.360 --> 00:42:20.320
with some helpers. They're thinking about getting a real team
876
00:42:20.360 --> 00:42:24.760
and actually growing beyond themselves and and or hitting that
877
00:42:25.119 --> 00:42:27.079
wall at three or four million dollars a year and
878
00:42:27.159 --> 00:42:29.440
really having to deal with all the complexities of scale.
879
00:42:29.480 --> 00:42:32.159
So I'm sure people are all over the place with that.
880
00:42:32.519 --> 00:42:35.159
But for a lot of especially early stage entrepreneurs, marketing
881
00:42:35.199 --> 00:42:41.280
can just seem so so challenging and so complicated and
882
00:42:41.280 --> 00:42:41.920
so mysterious.
883
00:42:41.960 --> 00:42:43.800
And there's a million shining.
884
00:42:43.519 --> 00:42:46.519
Balls out there now, and there's everybody offering this and everything.
885
00:42:46.559 --> 00:42:49.280
There's all kinds of sasses you can use, and then
886
00:42:49.320 --> 00:42:51.719
there's marketing agencies. You don't know what you're going to get,
887
00:42:51.760 --> 00:42:54.320
you know, So it just can be something like a
888
00:42:54.360 --> 00:42:57.880
lot of mean, some founders may be marketers instinctly, or
889
00:42:57.920 --> 00:43:00.639
maybe they're they started a marketing business, but a lot
890
00:43:00.679 --> 00:43:03.239
of them have a product or a service that you're
891
00:43:03.280 --> 00:43:05.320
going in. The marketing could almost be like I got
892
00:43:05.320 --> 00:43:07.159
to learn this marketing stuff, or I got to hire
893
00:43:07.159 --> 00:43:10.599
a marketing I can affoard one, right, So, and again
894
00:43:10.719 --> 00:43:13.280
we don't know where things are going. But I wonder
895
00:43:13.320 --> 00:43:16.440
if there are some like key principles that you've learned
896
00:43:16.440 --> 00:43:19.960
that have that have uh that have you know, kept
897
00:43:20.000 --> 00:43:23.480
you kind of a north star for you in terms
898
00:43:23.559 --> 00:43:27.119
of marketing and which may hopefully we'll stay under the
899
00:43:27.199 --> 00:43:29.639
test of time even with the AI revolution.
900
00:43:29.760 --> 00:43:32.280
That just some sure principles that people.
901
00:43:32.079 --> 00:43:35.960
Can Yeah, I'll come back to something I mentioned earlier,
902
00:43:36.000 --> 00:43:38.400
and that is but I'll phrase it differently, and that is,
903
00:43:38.800 --> 00:43:42.239
you know I'm underpromise and over deliver. What you want
904
00:43:42.440 --> 00:43:45.119
is that every single time somebody transacts with you and
905
00:43:45.199 --> 00:43:47.320
transact with you might simply be watching a video of
906
00:43:47.360 --> 00:43:50.039
yours on the on that is a transaction. You're you're
907
00:43:50.440 --> 00:43:53.440
they're giving you, they're giving you their time and attention,
908
00:43:53.559 --> 00:43:54.679
and you're getting to speak to them.
909
00:43:54.760 --> 00:43:55.599
So it's a transaction.
910
00:43:56.159 --> 00:43:58.840
If you make sure that at every step of any
911
00:43:58.920 --> 00:44:03.639
transaction with Spectra client that you are delivering beyond the promise,
912
00:44:03.719 --> 00:44:06.360
then that's amazing. You should be doing that every step
913
00:44:06.360 --> 00:44:09.239
of the way. I can tell you my clients they
914
00:44:09.360 --> 00:44:13.519
know that if I'm offering them something, they know automatically
915
00:44:13.599 --> 00:44:16.079
it's going to be it's going to be more valuable
916
00:44:16.079 --> 00:44:18.440
than what I'm asking to pay. They know that because
917
00:44:18.480 --> 00:44:20.880
they've bought things from me and it's paid them back
918
00:44:21.000 --> 00:44:22.880
far more than I asked them to pay in the
919
00:44:22.880 --> 00:44:26.800
first place. So if you if you can over promise, sorry, underpromise,
920
00:44:26.840 --> 00:44:29.840
and overdeliver, that is one of the most valuable things
921
00:44:29.880 --> 00:44:32.679
you can do, particularly in the AI age, because you know,
922
00:44:32.840 --> 00:44:37.320
these days, because marketing is like, look, look, let's say
923
00:44:37.320 --> 00:44:41.280
you're a you know, let's say you're a sales trainer
924
00:44:41.320 --> 00:44:43.719
and you you've got a great business as sales trainer. Well, yeah,
925
00:44:43.719 --> 00:44:45.679
but I can just go and grab I can sign
926
00:44:45.719 --> 00:44:48.039
up to your newsletter. I can grab your website and
927
00:44:48.119 --> 00:44:49.920
grab some of your training materials. I can throw it
928
00:44:49.920 --> 00:44:52.119
into the back end of chat EPT, and I can
929
00:44:52.199 --> 00:44:54.880
launch a website, and I can compete directly against you.
930
00:44:55.239 --> 00:44:57.199
I mean, I can take your material and just go
931
00:44:57.280 --> 00:44:59.920
straight at you. Like said, I can figure out what
932
00:45:00.079 --> 00:45:02.119
SEO terms you're using. I can end up on the
933
00:45:02.159 --> 00:45:05.639
same page with you within a week. Like it's unless,
934
00:45:05.719 --> 00:45:07.719
of course, your clients love you so much that that
935
00:45:07.760 --> 00:45:12.039
doesn't matter, you know, And I would say that that
936
00:45:12.679 --> 00:45:14.920
has been a principle that has stood the test of time.
937
00:45:14.960 --> 00:45:17.519
At the end of the day, if your clients trust
938
00:45:17.599 --> 00:45:20.719
you and they know that you always over deliver, then
939
00:45:21.239 --> 00:45:23.320
it's going to be much harder for a competitor to
940
00:45:23.320 --> 00:45:25.719
come along, no matter how powerful their AI is, no
941
00:45:25.760 --> 00:45:29.000
matter what strategy, is going to be much harder for
942
00:45:29.079 --> 00:45:31.719
them to prize the client away from you because you've
943
00:45:31.760 --> 00:45:33.880
created that loyalty. So I think that's that's a very
944
00:45:33.920 --> 00:45:38.800
key principle. Another key principle is stop talking about yourself
945
00:45:38.840 --> 00:45:41.719
and your product and your service. Everybody everybody wants to
946
00:45:41.719 --> 00:45:44.920
talk about the features and benefits of their product or service, which.
947
00:45:45.000 --> 00:45:47.440
Immediately communicates that this is a sales message.
948
00:45:47.480 --> 00:45:51.760
Well, you know, we are all very practiced at this
949
00:45:51.800 --> 00:45:55.199
point at ignoring, deleting, blocking sales messages. So the minute
950
00:45:55.239 --> 00:45:57.440
something sounds like a sales message, we're inclined to turn
951
00:45:57.480 --> 00:45:59.760
it off or turn our attention off. We're we're not
952
00:45:59.760 --> 00:46:02.920
paying attention to it. So the minute you start going, oh, well,
953
00:46:03.199 --> 00:46:05.519
my product or service does this, this, and this and
954
00:46:05.559 --> 00:46:08.960
this for you, the minute you're having that sales conversation,
955
00:46:09.559 --> 00:46:12.480
you are activating their defenses and they're deleting.
956
00:46:12.519 --> 00:46:13.840
On the other hand, the.
957
00:46:13.719 --> 00:46:17.119
Principle I really enjoy about this is give them what
958
00:46:17.159 --> 00:46:21.159
they want better than they expected, and you will earn
959
00:46:21.199 --> 00:46:24.199
the right to give them what they need, you know,
960
00:46:24.559 --> 00:46:27.280
and so I'll give you a really great example. In
961
00:46:27.760 --> 00:46:31.039
the case of Wildfit, we definitely under promise and overliver.
962
00:46:31.159 --> 00:46:34.000
The truth is, if we told people in our marketing
963
00:46:34.119 --> 00:46:36.960
what really is deliverable out of Wildfit, they wouldn't believe this.
964
00:46:37.039 --> 00:46:38.519
There's no point putting it in the marketing because they
965
00:46:38.519 --> 00:46:41.400
would just call it diverbally, there's no way. I'll give
966
00:46:41.400 --> 00:46:44.679
you an example. People will come through Wildfit with a major, say,
967
00:46:44.760 --> 00:46:47.840
chocolate addiction. I happen to know some of those people personally,
968
00:46:48.239 --> 00:46:49.840
and they might come out with it. They might have
969
00:46:49.880 --> 00:46:51.400
a strong shape, yeah, and they might be in the
970
00:46:51.480 --> 00:46:53.960
room with me, but they might have a strong chocolate addiction.
971
00:46:54.719 --> 00:46:57.199
Then they'll go through the program and then they'll afterward
972
00:46:57.239 --> 00:47:00.559
to go, I don't even want it anymore, or I
973
00:47:00.639 --> 00:47:03.199
want it occasionally during the holiday, and that's it.
974
00:47:03.280 --> 00:47:04.320
Like it's now.
975
00:47:04.519 --> 00:47:06.679
When you tell somebody who's been going through the diet
976
00:47:06.679 --> 00:47:09.400
industry all these years that they don't believe that, they
977
00:47:09.400 --> 00:47:11.320
can't believe that they'd ever not want it. What they
978
00:47:11.360 --> 00:47:13.719
need to hear is I'm going to help them resist
979
00:47:13.760 --> 00:47:18.159
it because they can't believe that they can stop wanting it, right, So,
980
00:47:18.159 --> 00:47:20.440
so I don't I don't want to try and sell
981
00:47:20.440 --> 00:47:22.599
with features and benefits. I want to understand what they want.
982
00:47:22.639 --> 00:47:25.480
Here's what they want. The vast majority they want to
983
00:47:25.480 --> 00:47:30.400
lose weight, right like you know, that's the biggest diet asks.
984
00:47:30.719 --> 00:47:33.039
It's search for on Google all day long. Everybody's talking
985
00:47:33.039 --> 00:47:34.880
to chat GTP about how to do it. I want
986
00:47:34.880 --> 00:47:37.320
to lose weight, great, So I'll give you that, and
987
00:47:37.360 --> 00:47:42.039
I will over deliver on an underpromise about that. People
988
00:47:42.079 --> 00:47:44.760
will come into our programs and they will lose weight.
989
00:47:44.800 --> 00:47:48.719
They do phenomenally well. And what happens in that moment
990
00:47:48.960 --> 00:47:53.079
is I've over delivered and I've earned their credit. I've
991
00:47:53.079 --> 00:47:55.719
earned the credibility, and I've earned the respect, and at
992
00:47:55.719 --> 00:47:57.320
that point I can give them the rest of what
993
00:47:57.360 --> 00:48:00.800
they need. I've now earned the right to talk to
994
00:48:00.840 --> 00:48:02.519
them about all the other things that I can help
995
00:48:02.519 --> 00:48:04.559
them with because I've given them the thing they wanted.
996
00:48:05.079 --> 00:48:09.000
And so really, maybe I can say this in it
997
00:48:09.119 --> 00:48:11.920
with a little more brevity. What happens for most people
998
00:48:11.960 --> 00:48:14.360
when they're given an opportunity to sell or market something,
999
00:48:14.440 --> 00:48:16.920
is their inclination is to immediately start talking about the
1000
00:48:16.920 --> 00:48:19.239
thing that they're wanting to sell or market and what
1001
00:48:19.320 --> 00:48:21.840
I'm saying is you should be asking questions and set
1002
00:48:22.119 --> 00:48:24.480
you should be learning everything you can about the prospect,
1003
00:48:24.519 --> 00:48:26.119
and you should be finding out what it is that
1004
00:48:26.159 --> 00:48:28.800
they really want. You should be giving them that thing,
1005
00:48:29.000 --> 00:48:30.840
and you should be giving it to them so well
1006
00:48:31.159 --> 00:48:33.599
that they will then buy whatever else heres you're selling.
1007
00:48:33.960 --> 00:48:35.119
That's a really important distinction.
1008
00:48:35.239 --> 00:48:37.000
I think a lot of this, and I imagine there's
1009
00:48:37.000 --> 00:48:38.559
a lot of folks in our audience, a lot of
1010
00:48:38.639 --> 00:48:41.239
entrepreneurs and audience who are in some form of the
1011
00:48:41.280 --> 00:48:45.440
knowledge industry, and probably a lot of personal evolution folks.
1012
00:48:46.239 --> 00:48:49.199
They are also probably people marketing services and so forth.
1013
00:48:49.239 --> 00:48:53.400
But you know, a lot of times we create online
1014
00:48:53.440 --> 00:48:56.960
offerings or courses or programs based on what we think
1015
00:48:57.039 --> 00:48:57.960
the client needs.
1016
00:48:58.920 --> 00:49:01.079
Yeah, and they're really.
1017
00:49:00.840 --> 00:49:03.840
Looking for what they want, right, and so that there
1018
00:49:03.880 --> 00:49:06.000
can be a real disconnector And I love that distinction.
1019
00:49:06.079 --> 00:49:09.559
You may given what they want, and then you'll have permission.
1020
00:49:09.079 --> 00:49:10.360
To give them what they need as well.
1021
00:49:10.920 --> 00:49:14.719
So one of the challenges though, with building programs that
1022
00:49:14.760 --> 00:49:17.159
are going to improve people's health and well beings, improve
1023
00:49:17.199 --> 00:49:20.519
their entrepreneurial skills, whatever, improve the quality of the relationships,
1024
00:49:20.880 --> 00:49:26.960
any of thepe optimization kind of personal evolution programming and
1025
00:49:27.039 --> 00:49:31.440
services and courses all the rest of that. The sad
1026
00:49:31.519 --> 00:49:35.559
truth is people purchase things and then they don't engage
1027
00:49:36.119 --> 00:49:37.239
or they don't make.
1028
00:49:37.159 --> 00:49:37.599
Use of it.
1029
00:49:38.239 --> 00:49:41.039
You know, the actual statistics can be a little depressing
1030
00:49:41.079 --> 00:49:42.719
when you look at it across now. I'm sure there's
1031
00:49:42.760 --> 00:49:44.960
programs that do a better job with engagement and some
1032
00:49:45.079 --> 00:49:47.559
that do less, but it can be really tough even
1033
00:49:47.599 --> 00:49:50.840
after people invest in a program to get them to
1034
00:49:50.880 --> 00:49:52.760
show up and really engage and use it. So I
1035
00:49:52.760 --> 00:49:55.960
wonder what your experience has been there, because for most
1036
00:49:56.000 --> 00:49:58.639
of us, it's not just if we get higher engagement,
1037
00:49:58.679 --> 00:49:59.119
we're going to.
1038
00:49:59.039 --> 00:50:01.400
Get repeat sales, our business is going to work much better.
1039
00:50:01.559 --> 00:50:03.440
But most of so not just we're not in this
1040
00:50:03.519 --> 00:50:04.039
for the money.
1041
00:50:04.039 --> 00:50:05.239
We're in this to make the impact.
1042
00:50:05.280 --> 00:50:07.199
We got inspired to do whatever we're doing because we
1043
00:50:07.239 --> 00:50:09.679
want to have an impact on the world, and if
1044
00:50:09.679 --> 00:50:11.679
people buy our products but don't use them, we're not
1045
00:50:11.719 --> 00:50:13.599
going to have that impact that we're longing to make
1046
00:50:13.679 --> 00:50:17.039
in the world. So I wonder what you've seen of
1047
00:50:17.079 --> 00:50:20.039
how you address that in your businesses to really get
1048
00:50:20.079 --> 00:50:21.360
that customer engagement.
1049
00:50:23.440 --> 00:50:28.000
When I made the decision to get involved in training, mentoring, coaching,
1050
00:50:28.280 --> 00:50:31.960
and then the development of digital programming. I came from
1051
00:50:32.000 --> 00:50:34.039
a business background, so I approached it like a business.
1052
00:50:34.039 --> 00:50:36.199
And frankly, many of the people that decided to go
1053
00:50:36.239 --> 00:50:38.599
into this yurnity don't do that. They were a coach
1054
00:50:38.679 --> 00:50:41.199
that decided to try to professionalize their coaching business and
1055
00:50:41.199 --> 00:50:42.960
then they build from there, So they didn't have a
1056
00:50:43.079 --> 00:50:46.079
business background. Sometimes I did, so I did a bunch
1057
00:50:46.079 --> 00:50:48.519
of market research and I learned some things, and some
1058
00:50:48.599 --> 00:50:50.599
of those things I found disconcerting. And one of the
1059
00:50:50.599 --> 00:50:54.000
things I found is that when people go to live
1060
00:50:54.519 --> 00:50:57.519
education programs, retreat seminars, and so forth, there's a three
1061
00:50:57.559 --> 00:51:01.199
to six percent continuity rate. Three to six percent of
1062
00:51:01.199 --> 00:51:03.440
those people will report that they took that information and
1063
00:51:03.480 --> 00:51:05.119
put it into action in lives And I was like,
1064
00:51:05.280 --> 00:51:07.760
my god, that's a complete waste of my time. I'm
1065
00:51:07.800 --> 00:51:11.039
not going to go and spend, you know, months designing
1066
00:51:11.039 --> 00:51:13.199
a workshop so that three percent of the people can
1067
00:51:13.480 --> 00:51:16.519
like that. I'm not interested. And then I found that
1068
00:51:16.679 --> 00:51:18.840
the same was true with digital programming. That you know
1069
00:51:18.880 --> 00:51:22.920
that digital programming has a three or four percent completion rate,
1070
00:51:22.960 --> 00:51:25.960
like it's incredible. In fact, I remember hearing this story,
1071
00:51:26.400 --> 00:51:28.159
and it really annoyed me. It was one of the
1072
00:51:28.159 --> 00:51:30.639
famous internet marketers of the time. They had launched this
1073
00:51:31.199 --> 00:51:35.199
you know, zero to ten million real estate investing program
1074
00:51:35.280 --> 00:51:36.400
or whatever it was, you know, the.
1075
00:51:38.239 --> 00:51:41.639
Gimmick of the time. But what was interesting is they
1076
00:51:41.639 --> 00:51:43.039
sold thousands.
1077
00:51:42.599 --> 00:51:45.599
Of these and then one day they got a call
1078
00:51:45.599 --> 00:51:47.079
from a client and the client it's like, hey, I
1079
00:51:47.159 --> 00:51:49.719
just I was just watching the tenth DVD. This is
1080
00:51:49.800 --> 00:51:52.480
back in the days of DVD delivery, right, I just
1081
00:51:52.519 --> 00:51:56.719
watching the tenth DVD and it's blank. And they're like, oh, okay,
1082
00:51:56.719 --> 00:51:58.239
no problem, we'll just send you another one. So they,
1083
00:51:58.519 --> 00:52:00.159
you know, they opened one of their packs grab the
1084
00:52:00.159 --> 00:52:01.880
ten TV. But they thought they'd check it before they
1085
00:52:01.960 --> 00:52:03.199
sent it, just to make sure it's okay, and they
1086
00:52:03.199 --> 00:52:03.920
found it was blank.
1087
00:52:04.400 --> 00:52:06.079
So then they went and opened up another one and
1088
00:52:06.119 --> 00:52:06.599
it was blank.
1089
00:52:06.639 --> 00:52:10.559
And they realized that somehow the tenth DVD had never
1090
00:52:10.599 --> 00:52:13.360
been printed properly in any of them, and they started
1091
00:52:13.480 --> 00:52:16.320
laughing their butts off. This is I was there in
1092
00:52:16.320 --> 00:52:20.159
the room. They're laughing and they're laughing because they're like,
1093
00:52:20.280 --> 00:52:23.119
we sold thousands of these and this is the first
1094
00:52:23.280 --> 00:52:25.760
person that got to the tenth DVD to find out
1095
00:52:25.800 --> 00:52:28.119
it was blank and they thought that was funny.
1096
00:52:28.280 --> 00:52:31.960
I didn't. I thought I thought it was horrifying.
1097
00:52:32.079 --> 00:52:34.800
I was like, you guys should be you guys should
1098
00:52:34.800 --> 00:52:38.280
be like really introspective about that. It means you failed
1099
00:52:38.280 --> 00:52:41.360
them they if they didn't get there. And so, because
1100
00:52:41.360 --> 00:52:43.639
I'd done that research and I developed that opinion, I
1101
00:52:43.840 --> 00:52:47.320
really made the decision to figure out how to how
1102
00:52:47.800 --> 00:52:49.039
to develop super.
1103
00:52:48.760 --> 00:52:49.920
Sticky, engaging content.
1104
00:52:49.960 --> 00:52:53.199
And so when I created my Wildfit program, I was
1105
00:52:53.239 --> 00:52:56.800
really like going after a daunting topic helping people change
1106
00:52:56.840 --> 00:52:57.639
their relationship with food.
1107
00:52:57.719 --> 00:52:58.480
I mean, just.
1108
00:52:58.440 --> 00:53:00.800
About everybody on earth has at some point in time
1109
00:53:00.920 --> 00:53:02.679
tried to go on some kind of a diet and
1110
00:53:02.719 --> 00:53:05.239
failed at it. I mean, it is one of the
1111
00:53:05.400 --> 00:53:09.079
toughest areas to change. The food industry is manipulative. We're
1112
00:53:09.119 --> 00:53:13.719
confused about nutrition. We just it's just a really and frankly,
1113
00:53:13.920 --> 00:53:16.000
the yummiest stuff is the most unhealthy stuff.
1114
00:53:16.039 --> 00:53:17.440
I mean, it's a tough world out there.
1115
00:53:18.159 --> 00:53:22.760
But what I did is I developed a mechanism, or
1116
00:53:22.840 --> 00:53:24.880
call it a methodology called behavioral.
1117
00:53:24.559 --> 00:53:26.679
Change dynamics, and it's a series.
1118
00:53:26.440 --> 00:53:28.920
Of filters and rules and logical progressions for the way
1119
00:53:28.960 --> 00:53:31.960
an educational experience should be designed, whether it's a retreat
1120
00:53:32.360 --> 00:53:35.079
or a digital program. And we put this to effect
1121
00:53:35.119 --> 00:53:38.239
with Wildfit and it worked. We have an eighty five
1122
00:53:38.280 --> 00:53:42.000
percent completion rate on a ninety day health program, and
1123
00:53:42.039 --> 00:53:44.800
I mean it's an order of magnitude more effective than
1124
00:53:44.800 --> 00:53:48.159
anything else. And by the way, we even tell our
1125
00:53:48.199 --> 00:53:50.480
people as they're coming to ending program, please don't go
1126
00:53:50.519 --> 00:53:52.719
tell your friends about this. Don't go how We don't
1127
00:53:52.760 --> 00:53:55.760
want you harassing people. If your friends ask, that's fine,
1128
00:53:55.800 --> 00:53:58.199
but we don't want that, you know, don't do that. Well,
1129
00:53:58.199 --> 00:54:00.639
you know, it's funny. We then pull our clients, our
1130
00:54:00.719 --> 00:54:03.920
clients within a month of completing the program, after us
1131
00:54:03.920 --> 00:54:05.960
telling them not to go out and spread the word
1132
00:54:06.599 --> 00:54:10.039
speak to an average of thirty five people in that
1133
00:54:10.119 --> 00:54:12.599
first month afterward. And that's after we told them not
1134
00:54:12.639 --> 00:54:15.679
to do that, you know. But guess what, it's because
1135
00:54:15.719 --> 00:54:17.599
they stuck with it and they got the results. And
1136
00:54:18.079 --> 00:54:20.440
that's the key to this whole thing. If you again
1137
00:54:20.840 --> 00:54:23.960
can over deliver upon the promise, you earn their respect,
1138
00:54:24.000 --> 00:54:24.800
their credibility.
1139
00:54:24.880 --> 00:54:26.360
You become an authority.
1140
00:54:29.599 --> 00:54:33.639
That behavioral science that you researched and developed, understand how
1141
00:54:33.639 --> 00:54:37.519
to create really sticky content you teach that, Yeah, I.
1142
00:54:37.480 --> 00:54:38.719
Mean, I don't.
1143
00:54:38.960 --> 00:54:41.239
I don't have any courses that teach that at the moment.
1144
00:54:41.280 --> 00:54:43.039
But I do have a program that I've run about
1145
00:54:43.039 --> 00:54:45.519
once every two years called Product Creation boot Camp, where
1146
00:54:45.719 --> 00:54:48.199
I teach people how I created Wildfit and the other
1147
00:54:48.239 --> 00:54:51.000
programs that we've done really well with. Mostly though, I
1148
00:54:51.039 --> 00:54:53.920
do it on a more consulting basis. I'll, you know,
1149
00:54:53.960 --> 00:54:56.920
I'll have an author wanting to develop a high level
1150
00:54:56.920 --> 00:55:00.239
program for you know, that's getting published on some plan form,
1151
00:55:00.239 --> 00:55:01.880
and then I'll help them with the course design and
1152
00:55:02.840 --> 00:55:04.559
in the direction of the videos and that sort.
1153
00:55:04.400 --> 00:55:06.719
Of stuff, or or large corporates.
1154
00:55:06.719 --> 00:55:10.920
So I'm I'm currently engaged to I'm currently engaged to
1155
00:55:10.920 --> 00:55:13.480
do that for mind Value, my own publisher, helping them
1156
00:55:13.719 --> 00:55:16.719
figure out how to design even stick your content.
1157
00:55:16.840 --> 00:55:18.760
And I do that kind of thing with other corporates
1158
00:55:18.760 --> 00:55:19.039
as well.
1159
00:55:19.559 --> 00:55:20.960
M Yeah.
1160
00:55:21.000 --> 00:55:23.119
So, and I'm gonna ask you a little just a
1161
00:55:23.119 --> 00:55:25.039
little bit. We're getting near the end of our interview
1162
00:55:25.079 --> 00:55:27.119
and I'm our time here, and I'm going to ask
1163
00:55:27.159 --> 00:55:29.000
you about where people can find out more about your
1164
00:55:29.000 --> 00:55:31.239
work and so forth, and at whatever level they might
1165
00:55:31.280 --> 00:55:33.079
want to engage with you and your companies.
1166
00:55:33.599 --> 00:55:37.000
So maybe just.
1167
00:55:38.599 --> 00:55:41.039
We've been kind of talking about this with AI and everything,
1168
00:55:41.119 --> 00:55:44.519
but and and as you acknowledge, we kind of don't
1169
00:55:44.559 --> 00:55:48.480
know because you know, we're approaching that point of what
1170
00:55:48.519 --> 00:55:51.239
they call singularity where the machines will be smarter than
1171
00:55:51.239 --> 00:55:53.400
we are, and who knows where that's going to go.
1172
00:55:54.360 --> 00:55:59.079
But I just wonder, you know, in terms of entrepreneurship
1173
00:55:59.679 --> 00:56:02.719
and you know, the ability to take charge of your
1174
00:56:02.760 --> 00:56:08.559
own destiny as an entrepreneur and and really create create
1175
00:56:08.559 --> 00:56:14.039
an extraordinary life where you're adding value and you're receiving value.
1176
00:56:13.880 --> 00:56:16.360
And you and you learn to build, you know.
1177
00:56:16.320 --> 00:56:19.199
You get all the information, Like I hope people are
1178
00:56:19.239 --> 00:56:22.239
really absorbing the summit because the people on this summit
1179
00:56:22.280 --> 00:56:25.199
have all learned how to do this without destroying your relationships,
1180
00:56:25.199 --> 00:56:27.639
your health, and so forth, to really get their freedom
1181
00:56:27.679 --> 00:56:31.880
we all started out looking for. So what's next in
1182
00:56:31.960 --> 00:56:35.480
terms of that journey and that possibility being there for people?
1183
00:56:36.639 --> 00:56:42.239
Well, yeah, I think that AI. You know, so many
1184
00:56:42.239 --> 00:56:45.000
people are afraid of losing their jobs to AI. And
1185
00:56:45.039 --> 00:56:47.679
I think that's a very legitimate concern. In fact, I
1186
00:56:47.679 --> 00:56:50.079
think it's a bigger concern that people realize. And I
1187
00:56:50.119 --> 00:56:52.480
see these days the current fad is to say you
1188
00:56:52.480 --> 00:56:54.159
don't have to worry about losing your job to AI.
1189
00:56:54.199 --> 00:56:56.199
You need to worry about losing your job to somebody
1190
00:56:56.199 --> 00:56:58.519
who's using AI. I think you need to be worried
1191
00:56:58.519 --> 00:57:01.559
about both. But in the meantime, what I would suggest
1192
00:57:01.719 --> 00:57:05.599
is that somebody with a dream or passion at this
1193
00:57:05.679 --> 00:57:13.039
point has at their fingertips pH a PhD level assistant
1194
00:57:13.920 --> 00:57:15.880
available twenty four to seven for free.
1195
00:57:16.719 --> 00:57:19.960
They have a high level copywriter available for free.
1196
00:57:20.400 --> 00:57:24.360
They have a legal consultant that can help them draft
1197
00:57:24.400 --> 00:57:29.039
agreements and evaluate legal situations, can help them figure out
1198
00:57:29.039 --> 00:57:32.599
tax laws in their country for free. They have everything
1199
00:57:33.039 --> 00:57:37.599
at their fingertips. The ability to build a very lean,
1200
00:57:37.960 --> 00:57:40.599
mean team exists in a way today that it really
1201
00:57:40.639 --> 00:57:44.320
never has before. I mean I at this stage, if
1202
00:57:44.320 --> 00:57:48.119
I had a choice, say in hiring a in house
1203
00:57:48.239 --> 00:57:52.159
lawyer or a super sharp kid who understood how to
1204
00:57:52.199 --> 00:57:55.880
communicate with AI, I would take that because that super
1205
00:57:55.960 --> 00:57:56.800
sharp kid.
1206
00:57:56.639 --> 00:57:58.280
Can get the AI to be my lawyer.
1207
00:57:59.000 --> 00:58:01.679
And I'm not saying that I wouldn't, you know, maybe
1208
00:58:01.719 --> 00:58:03.880
still have a lawyer that would review things at the end.
1209
00:58:03.880 --> 00:58:06.599
But I can do that. The drafting can be done.
1210
00:58:06.639 --> 00:58:08.639
The opinions can be done, the research can be done.
1211
00:58:08.840 --> 00:58:12.559
It's there, so there. The opportunity to create a life
1212
00:58:12.559 --> 00:58:15.320
of freedom is stronger now than it's ever been, but
1213
00:58:15.440 --> 00:58:17.320
the runway is shorter than it's ever been.
1214
00:58:17.360 --> 00:58:20.400
And this is what I mean is that we're in
1215
00:58:20.440 --> 00:58:22.119
a place where the.
1216
00:58:24.000 --> 00:58:26.880
Level of job and business replacement that's going to happen
1217
00:58:26.920 --> 00:58:30.840
over the next two years is it's actually frightening. None
1218
00:58:30.840 --> 00:58:33.280
of us have any busy business sleeping at night. If
1219
00:58:33.280 --> 00:58:35.159
we really understood how quickly it's going to happen, it's
1220
00:58:35.159 --> 00:58:36.440
going to be fascinating.
1221
00:58:37.079 --> 00:58:38.880
And if you are not.
1222
00:58:40.760 --> 00:58:43.679
Familiar with AI, if you're not using it effectively, if
1223
00:58:43.679 --> 00:58:48.239
you have not figured out the strategic prompting and really
1224
00:58:48.320 --> 00:58:51.360
communicating with effectively, you are definitely going to be behind.
1225
00:58:51.760 --> 00:58:53.760
And so I think that that is a very very
1226
00:58:53.760 --> 00:58:54.519
important message.
1227
00:58:54.519 --> 00:58:57.360
AT's point is say, look, I mean, look, you and
1228
00:58:57.360 --> 00:58:59.079
I are old enough to remember when we went from
1229
00:58:59.159 --> 00:59:01.480
typewriters to work processors, and there are some people like
1230
00:59:01.559 --> 00:59:03.760
I'm just going to stay with the typewriter. Yeah, that
1231
00:59:03.800 --> 00:59:08.840
didn't work. That didn't work out very well. And a
1232
00:59:08.880 --> 00:59:13.280
word processor is say a ten x of of of
1233
00:59:13.360 --> 00:59:16.360
a typewriter, and an AI is a million x of
1234
00:59:16.360 --> 00:59:21.960
that word processor. And so, yeah, the opportunity is unbelievable
1235
00:59:22.039 --> 00:59:26.440
and amazing right now. And it's also short lived because
1236
00:59:27.039 --> 00:59:30.840
very soon as AI continues to exponentially get smarter and smarter,
1237
00:59:31.400 --> 00:59:33.440
there's going to be less need for our creativity and
1238
00:59:33.480 --> 00:59:35.760
less need for us. So it's better that we achieve
1239
00:59:35.840 --> 00:59:37.920
the success that we can now and the identity that
1240
00:59:37.960 --> 00:59:40.679
we can now, because if you've created an attractive identity,
1241
00:59:41.000 --> 00:59:42.400
at the end of the day, people are still going
1242
00:59:42.440 --> 00:59:43.199
to want face to face.
1243
00:59:43.239 --> 00:59:44.679
They're still going to want human interaction.
1244
00:59:45.920 --> 00:59:47.960
Yeah, absolutely, people are going to want that human interaction.
1245
00:59:48.119 --> 00:59:51.400
And you know there are some things. I mean, it
1246
00:59:51.400 --> 00:59:54.480
may be that you can have your your AI companion
1247
00:59:55.880 --> 01:00:00.360
help you lose weight, but you know still that that
1248
01:00:00.480 --> 01:00:02.639
you know, the diet industry is built on that desire.
1249
01:00:02.679 --> 01:00:04.559
We all have to manage our way to lose weight,
1250
01:00:04.599 --> 01:00:07.119
and AAR may or may not be able to do
1251
01:00:07.159 --> 01:00:07.840
that for you.
1252
01:00:08.960 --> 01:00:11.119
But also even I'm just thinking, you know, with this
1253
01:00:11.760 --> 01:00:17.519
huge displacement that is likely coming, uh, you know, it's
1254
01:00:17.519 --> 01:00:20.000
going to create all kinds of economic displacement, all kinds
1255
01:00:20.039 --> 01:00:21.400
of personal pain and so.
1256
01:00:21.239 --> 01:00:25.920
Forth that could create. You know, one way that may
1257
01:00:26.519 --> 01:00:27.239
in part be.
1258
01:00:27.639 --> 01:00:30.840
That society and governments may try to address that with
1259
01:00:30.920 --> 01:00:33.719
a kind of social services approach or something. But if
1260
01:00:33.719 --> 01:00:38.039
somebody has an more of an entrepreneurial approach to coming
1261
01:00:38.119 --> 01:00:42.000
up with solutions now for that displacement that's coming.
1262
01:00:41.800 --> 01:00:44.119
Our way, that could be hugely advantageous.
1263
01:00:44.519 --> 01:00:47.519
Yeah, there's no question. I mean one area that I
1264
01:00:47.559 --> 01:00:48.320
see as.
1265
01:00:51.119 --> 01:00:53.400
You know, you can go to chattp today and say,
1266
01:00:53.400 --> 01:00:54.960
can you tell me what are some of the jobs
1267
01:00:55.000 --> 01:00:58.079
you think are safe from AI, and you know on
1268
01:00:58.119 --> 01:00:59.679
the top of the list. I was just talking to
1269
01:00:59.719 --> 01:01:02.599
the friend about this and he's like, plumbing, and I go,
1270
01:01:02.840 --> 01:01:05.320
I don't know, I don't know how safe it is.
1271
01:01:05.400 --> 01:01:07.280
I mean, let's say I've got a bit of a
1272
01:01:07.360 --> 01:01:09.199
leak over there. I can go over and take a
1273
01:01:09.199 --> 01:01:11.800
photograph of the leak. I can upload it to GPT
1274
01:01:12.000 --> 01:01:13.400
and say, hey, can you tell me what might be
1275
01:01:13.480 --> 01:01:15.480
going on here. GPT's going to say, well, it's probably
1276
01:01:15.519 --> 01:01:17.920
this washler that needs to be tightened or you need it.
1277
01:01:17.960 --> 01:01:18.039
Like.
1278
01:01:19.719 --> 01:01:21.639
That doesn't mean that I won't need a plumber, but
1279
01:01:21.679 --> 01:01:24.199
it might mean that there's a percentage of things that
1280
01:01:24.239 --> 01:01:25.800
I will figure out on my own and don't need
1281
01:01:25.840 --> 01:01:27.840
to call the plumber for and I think everything is
1282
01:01:27.920 --> 01:01:28.199
like that.
1283
01:01:28.679 --> 01:01:30.719
I had to do some editing of a video the
1284
01:01:30.760 --> 01:01:31.519
other day, and it's.
1285
01:01:31.400 --> 01:01:32.920
Been a long time since I've had done any of
1286
01:01:33.000 --> 01:01:35.840
my own editing, so I couldn't remember quite how to
1287
01:01:35.880 --> 01:01:37.519
do some of it. I was doing a multiicam edit,
1288
01:01:37.559 --> 01:01:40.119
so three camera angles, and I'm like, and I just
1289
01:01:40.119 --> 01:01:40.719
wouldn't do it.
1290
01:01:40.760 --> 01:01:43.159
Final cut wasn't and I couldn't remember. And so what
1291
01:01:43.239 --> 01:01:43.880
I did is.
1292
01:01:43.880 --> 01:01:45.840
I didn't write to Chatty Jen say how do you
1293
01:01:45.880 --> 01:01:49.199
do a multiicam edit? I just took a screenshot and
1294
01:01:49.239 --> 01:01:51.199
I put it in there and said, it's not doing
1295
01:01:51.320 --> 01:01:52.000
multiicam edit.
1296
01:01:52.039 --> 01:01:55.239
What's wrong? And it told me. It just told me.
1297
01:01:55.320 --> 01:01:57.159
They said, well, the setting's over there is wrong. It
1298
01:01:57.199 --> 01:01:58.199
looked at it and told me.
1299
01:01:58.639 --> 01:02:04.599
So I would say, again, we are in this golden
1300
01:02:04.639 --> 01:02:06.880
sweet spot that if you learn to think like that,
1301
01:02:07.000 --> 01:02:09.119
Like nobody told me I could do that, I just
1302
01:02:09.559 --> 01:02:12.639
decided to try it, and as a consequence, I've been
1303
01:02:12.679 --> 01:02:17.159
able to get AI to improve my productivity. I had
1304
01:02:17.159 --> 01:02:19.840
to do something recently. I had to re record one
1305
01:02:19.880 --> 01:02:22.239
of our Wildfare programs. So this is a three month program.
1306
01:02:22.480 --> 01:02:24.320
I had to re record the whole thing I'd recorded
1307
01:02:24.440 --> 01:02:26.280
eight years previously. It was time to refresh it and
1308
01:02:26.360 --> 01:02:29.639
update it. Can you imagine the content curation that would
1309
01:02:29.639 --> 01:02:33.519
go into that daily videos, all of document paperwork. If
1310
01:02:33.559 --> 01:02:35.360
I had done that three years ago, it would have
1311
01:02:35.360 --> 01:02:39.159
been a ninety day project minimum. But today what I
1312
01:02:39.199 --> 01:02:41.679
was able to do is upload the transcripts from the
1313
01:02:41.719 --> 01:02:44.800
previous program, upload the modifications that I want, and then
1314
01:02:44.960 --> 01:02:49.599
ask it to rejig that curriculum and modernize it and
1315
01:02:49.760 --> 01:02:51.679
integrate the changes I want to make, and boom, it
1316
01:02:51.800 --> 01:02:54.440
fit the strips out like that. Now they weren't perfect,
1317
01:02:55.000 --> 01:02:58.119
but they were very good. And that would have taken
1318
01:02:58.199 --> 01:03:01.000
a team, a creative team and me three months to
1319
01:03:01.000 --> 01:03:01.639
do previously.
1320
01:03:01.760 --> 01:03:03.840
Now it took me two weeks on my own.
1321
01:03:04.639 --> 01:03:08.440
And you filmed it with you delivering yep. Were you tempted?
1322
01:03:08.519 --> 01:03:10.440
And I could have replaced me there if I want.
1323
01:03:10.320 --> 01:03:13.000
To have an avatar do that now?
1324
01:03:13.400 --> 01:03:16.119
No, I I I there are areas where I will
1325
01:03:16.159 --> 01:03:20.199
do that. I've just you know, I've just agreed a
1326
01:03:20.280 --> 01:03:23.280
licensing deal where somewhere where my publisher gets to clone me.
1327
01:03:23.880 --> 01:03:27.559
And uh and so that the uh so.
1328
01:03:27.599 --> 01:03:30.760
That the clients going through my digital programs can interact
1329
01:03:30.800 --> 01:03:31.719
with me, and.
1330
01:03:33.400 --> 01:03:35.719
Uh, you know, I don't mind that type of thing.
1331
01:03:35.800 --> 01:03:39.199
But in terms of the program delivery, I I I
1332
01:03:39.639 --> 01:03:44.400
first of all, I enjoy it, and secondly I I
1333
01:03:44.440 --> 01:03:47.159
believe it's too important at this point to hand over
1334
01:03:47.239 --> 01:03:49.920
a machine if people are asking questions and they want
1335
01:03:49.960 --> 01:03:53.159
further clarifications. I think having an AI bought to do
1336
01:03:53.239 --> 01:03:56.840
customer service and and and you know, and and Q
1337
01:03:57.000 --> 01:03:59.280
and A type stuff totally okay. But I'm not I'm
1338
01:03:59.320 --> 01:04:02.119
not yet prepared to actually create programs with an AI clan.
1339
01:04:04.000 --> 01:04:07.599
Well, this has been an illuminating window and both what
1340
01:04:07.719 --> 01:04:12.639
works and what's coming and so this has been incredibly
1341
01:04:12.760 --> 01:04:15.119
enjoyable and I think tremendous value for audience.
1342
01:04:15.119 --> 01:04:16.000
Thank you so much for this.
1343
01:04:16.440 --> 01:04:19.119
Where can people learn more about your work and your
1344
01:04:19.159 --> 01:04:21.159
programs and so forth? And I also think you have
1345
01:04:21.159 --> 01:04:22.360
a pre offer pro audience.
1346
01:04:22.480 --> 01:04:27.559
So yeah, So I'm at www dot Eric dot ee.
1347
01:04:28.360 --> 01:04:31.320
That's my primary website, you know, for general information about me.
1348
01:04:31.360 --> 01:04:32.679
If people are interested.
1349
01:04:32.360 --> 01:04:35.760
In the course creation stuff that we were talking about
1350
01:04:35.800 --> 01:04:37.880
and even public speaking that sort of stuff, they can
1351
01:04:37.920 --> 01:04:41.039
go to speaker nation dot com. Wildfit that we've talked
1352
01:04:41.039 --> 01:04:43.360
about a few times is at getwildfit dot com.
1353
01:04:43.880 --> 01:04:45.679
And yeah, I would like.
1354
01:04:45.639 --> 01:04:47.360
To make an offer to everybody that they can go
1355
01:04:47.440 --> 01:04:50.159
and do what's called our gap Finder test, which is
1356
01:04:50.199 --> 01:04:56.079
a evolutionary mismatch assessment that helps you to identify where
1357
01:04:57.119 --> 01:04:58.679
the gaps are between.
1358
01:04:58.360 --> 01:05:00.480
You and nature that you that you that you can
1359
01:05:00.599 --> 01:05:01.159
use to.
1360
01:05:01.039 --> 01:05:05.639
Sort of optimize your health, nutrition, psychology, home environment situation
1361
01:05:05.719 --> 01:05:06.199
and so forth.
1362
01:05:06.280 --> 01:05:08.480
And they can do that at gapfinder dot com.
1363
01:05:08.880 --> 01:05:10.440
And that link is right below here.
1364
01:05:10.480 --> 01:05:12.840
So I encourage people to take action on that right away,
1365
01:05:12.840 --> 01:05:14.599
because that's just fascinating. We all like to have that
1366
01:05:14.679 --> 01:05:18.119
kind of information right you know, So I encourage people
1367
01:05:18.159 --> 01:05:20.039
to really jump on that. I'm going to do it myself.
1368
01:05:20.400 --> 01:05:22.639
So Eric and Me, thank you so much for this.
1369
01:05:22.800 --> 01:05:25.559
This really has been illuminating. And appreciate all the work
1370
01:05:25.599 --> 01:05:25.880
you do.
1371
01:05:26.559 --> 01:05:28.199
Thanks very much for having me. Keep up the good
1372
01:05:28.239 --> 01:05:29.719
work you doo be well.
1373
01:05:32.000 --> 01:05:35.559
Thank you for joining me on the Radical Responsibility Podcast. Remember,
1374
01:05:35.760 --> 01:05:39.079
real change happens when we commit to our growth, face
1375
01:05:39.159 --> 01:05:43.159
our challenges with compassion, and stay open to transformation. If
1376
01:05:43.159 --> 01:05:45.960
you found this episode help, I encourage you to subscribe
1377
01:05:45.960 --> 01:05:48.519
and help us spread the message of healing and personal
1378
01:05:48.599 --> 01:05:52.639
empowerment until next time, stay grounded, stay present, and stay
1379
01:05:52.719 --> 01:05:53.559
true to yourself.
1380
01:05:53.639 --> 01:05:54.119
Take care,