Podcast Page

Kendall – Grindation, The Man, The Meaning, The Movement

I have with me the phenomenal Kendall Ficklin. Whether you know or do not know Kendall Ficklin, you will know him after this. I want you to grab your notebooks and pens because he is going to let you know how to change your business into one that is scalable, solves problems, and is community-minded. With no further ado, welcome to the show.

I appreciate it. I’m honored to be a part of the show. Lead and brand like a leader. I’m excited to do it with you, somebody that I know I respect. I’m honored to be here.

I want to set the tone with a little bit of a background for those who may not be acquainted with the Kendall Ficklin brand. How did they begin? Give us the origin story. What is the brand origin story of Kendall Ficklin?

This is funny because nobody has asked me this in a while. That’s a good question. Here’s something that I realized. I might have been about 9 or 10 years old. He was always drinking at the bar around the corner. I went to my father one day, and I said, “Pop, I want to take my shoeshine box around the corner. I want to shine shoes so I can make money at the bar.” He was like, “What shoeshine box?” I said, “I don’t have one. I’m going to make one.” He said, “If you can get a shoeshine box, you can come around with me when I go Friday to the bar.” I went and made a shoeshine box.

I didn’t look like this fancy shoeshine box, but I grabbed some wood and nails. I messed up my father’s whole toolbox. I put together what looked like a shoeshine box. I have no polish, brushes, or cloth. In my father’s bottom drawer in the bedroom, where he kept all his shoeshine stuff, I went and grabbed all his shoeshine stuff. When Friday came, I said, “I’m ready. What time are we going?” He said, “Let’s go now.” We went around to the bar.

That night, I probably made about $55. Back then, it was local. My father was an alcoholic, but I had that entrepreneurial spirit even back then. I’m in there. All my friends were outside waiting for me after I was done. I left out, and I was excited. $55 to a 19-year-old feels like I’m a millionaire at that point.

Here’s what happened. I took all my friends to the corner store. We got those little juices and white diamonds on our street, which is equivalent to a diner. I bought them hamburgers. I cashed out all my friends. We had a great time. I looked in my pocket the next day and was like, “It’s light.” The next day, it was Saturday. I said, “Pop, can I go back again because I wanted to get some more money?” He said, “Yeah.” I went back again, made another $50, and did the same thing. I went back out with all my friends and cashed out.

I got smart. I went to my best friend. His name was Chuck. I said, “Chuck, do you want to make some money?” He said, “Yeah.” We were on 17th Street. There was another bar on 15th Street. I said, “I will help you make your shoe shine box and give you some polish. You go to the bar on 15th Street, and I will do 17th Street. We will meet up at a certain time and cash out. All I want is $0.50 or $1 off every shoe you shine.” He was like, “Great.” He went, did it, came back, and paid me. I stopped cashing out my friends. I went to my other friend, Leon. I said, “Leon, do you want to make some money?” He said, “Yeah.” I said, “I’m going to help you make it. I duplicated it.”

At an early age, 9 or 10, I didn’t know what I was doing, but my mindset was like, “I needed to go out and earn my own money as an entrepreneur. As I was growing it, I got to be careful of how I spent this money. How can I scale it?” I didn’t use those words at 9 or 10 years old, but I was building, growing, and scaling. That concept I took from 9 or 10 years old. We had a bike, skateboard, and other businesses. That mindset has stayed with me.

The story is from 9 or 10 years old. There were no entrepreneurs or businessmen around me. My father and mother worked from 9:00 to 5:00. Everybody in our family worked. It’s been inside of me to go out and create something for myself and put the people around me in positions to make money from it. Not only so that they could have something for themselves, but they didn’t need anything from me.

The friends who you were cashing out, you helped them cash themselves out. You didn’t have to cash them out anymore.

I’m making money. With the money we made from shoe shining, we got into the bike business. We started getting parts for bikes. We were making bikes. We would take the bikes and make the front end long, put the sissy bars on it, and the things on the back. We were tricking off bikes back then. That’s the way we did it. We made money.

We used to do picnics and things like that on the trail. We put all our money together and got a little mini bike that we all share. We would park it at each other’s houses at certain times of the week. We had a football league. We would have our uniforms. We were industrious and entrepreneurial without even knowing it.

That’s a phenomenal origin brand story. We know about the zones of life, 0 to 7, 7 to 14, 14 to 21, and 21 to 28. You gave us the background. You said 17th Street and 21st Street. Where are these different streets?

I grew up from birth to about 12 or 13 years old in Linden, New Jersey. I lived on 17th Street. We had 12th Street all the way up to 21st Street. Each block seemed like it had a different group of young people. We were on 17th Street. From 13 to 20, I lived in Newark, New Jersey. It’s a different concept, more of an urban neighborhood. It was the hood. You aren’t going outside and playing at night like I did in Linden, New Jersey.

I’m familiar. Those are two different worlds.

During that time, I was still industrious, but industrious doing other things. Here’s the crazy thing. This is the part that I loved about what my mom did. When I was 12 and 13 years old from Newark, New Jersey, I still went to school in Linden for the whole set. I would take the train and the bus by myself at 12 and 13 years old from Newark, New Jersey to Linden, New Jersey, every single day, early in the morning until it was late at night.

Sometimes, people will be afraid to take chances to go out on their own. It helped develop. It increased my risk tolerance and helped me to be aware of my surroundings, as well as gave me freedom and independence. She would give me a certain amount of money and I had to make that thing last. I had to be careful of how I spent money. I had to be creative. We would get the candy and sell the candy in school. I sell all these other things in school.

People are afraid to take chances to go out on their own. But by doing so, you increase your risk tolerance and become more aware of your surroundings.

She gave me an independent mindset, which is an entrepreneur, a leader, and a businessman’s dream. When you get that at 9, 10, 11, 12 on up, it prepares you for things in life. I didn’t do work in school, like most of us, not because I was dumb. I was lazy mentally. I graduated high school with straight Ds. On graduation day, my family was there. I walked across the stage. I don’t even think I got the diploma now.

Did you say you graduated with straight Ds?

I was supposed to go to summer school. My English teacher said, “I am going to let you walk because I like you and I know you are not dumb. You are lazy.” I got a better word than I realize now. It’s living on average. Living and eating average. Nobody around me was pushing me. For mom, if I was playing ball, as long as I had a C average, I didn’t have to do any work. If the teachers like you, they are going to let you. My English teacher said, “You fail. I’m going to give you a D so you can walk.”

They gave me a little envelope. I don’t even think I still have my diploma. It wasn’t in there. I had to go do something to get it. I graduated and walked across the stage. My mother came up to me. She said, “I’m leaving.” I was like, “Where are you going? Are you going out somewhere?” She said, “No, I’m with my fiance. I’m going to go move in with him. You have the apartment. The rent was $360 a month, and rent is due next week.”

I didn’t have a job or anything, but I was raised to be that independent of I can make it happen. She left. Luckily, I went to AT&T. They had career days. I got a job at AT&T because I passed the typing test. My mother made me take typing. At that time, I could type 35 words a minute. It took me to the help desk at AT&T. There are some people who are born leaders. We need to be taught characteristics, skillsets, and training in certain areas. Some people are born to be entrepreneurs. You need to learn the different nuances.

BRYO Kendall Ficklin | Character Development
Character Development: Some people are born leaders. They just need to be taught characteristics and skill sets that will help them live out this identity.

I was born to be an independent and entrepreneur. I got the job at AT&T, and it was miserable. I would be in AT&T selling sweatsuits, selling books in my cubicle, doing different businesses, and always looking for a way out. I finally got my first real business at that time, which was a cleaning business, a franchise, bought into it. I blew the franchise up. I had all the Starbucks in New York and New Jersey, every one of them, 71 stores, and 9 sports authorities. I had 25 people working for me, 6 trucks. Do you know what I didn’t have? Money management skills.

How many of you do that? How many of you have 21 browsers up? You are finishing your book. You are doing your thing on Facebook. You have all these different businesses going on. What he said was pertinent. He said he had 25 people working for him, multiple Starbucks, and multiple sports authorities. Money is coming in. However, he has no money management skills.

I believe that some of us are born to be entrepreneurs, but what we don’t do is learn certain skillsets, like the skillsets that you teach. You train people and coach people. I didn’t have that. This is back in the ‘90s. There wasn’t that. I could get business. I knew how to get workers and get the work done, but I didn’t know what to do with the money when it came in.

I was bringing in thousands of dollars every month, but it seemed like every month, I had to call my sister and ask her for money to help me make payroll. It seemed like I would have to leave and go clean some extra carpets to take care of my young family at that time. I knew how to get business and make money, but I didn’t know how to keep and manage it. For a lot of us, it is that piece that is a huge gap because there are a lot of great entrepreneurs and leaders, but we are not taking the time to master the craft. I was able to, inside that cubicle, build multiple six-figure cleaning business.

I made a big mistake, but looking back on it, it wasn’t that big. I said, “Now is my opportunity to get out of this 9:00 to 5:00.” I told somebody this. This is crazy. My manager lived in a different state back then. I had no work to do. He was cool. I would call him up in the morning. He says, “I don’t care what you do. Make sure you check in.” I said, “No.” Back then, I was doing $65,000 at AT&T. I’m a manager. I didn’t have any people reporting to me. I could do whatever I wanted to do.

It sounds like you had what they call a no-show job.

My common sense said, “That’s free money. I want to leave.” I get it. I was young. I wanted to be on my own. When I left, it was difficult. I was married. I had two kids at that time. I was the breadwinner. My family struggled and sacrificed for my dream. Here’s the way I look at it. There are entrepreneurs and leaders, but there are men. I wanted to be an entrepreneur, but I was neglecting me being a man, a husband, and a father at that time. My focus was only on going and making money. It wasn’t what is this going to do to my wife and my kids. That’s a big lesson that I learned.

I learned so much from that time. It taught me a lot of lessons, even to this day. One lesson is nothing comes before your manhood. This is the order. You are a man, leader, husband, father, or however that goes. Everything else comes after that. My business success is a result of my leadership and manner. My mindset is if my wife is happy, I’m happy. If I’m taking care of my family financially and emotionally and protecting them, I’m doing my job.

Nothing comes before your manhood. Your business is a result of your leadership and your identity as a man.

I’m hearing maturity, development, and leadership development by default and by hard consequences. I know you didn’t allude to the consequences, but a lot of times, when you are in flow, or you are in process, we get course corrected by a crisis. The crisis course corrects. Comfort is not a precipitator to change. Your comfort does not predicate transformation. Transformation, a-ha moments, and change usually come on the back of crisis and disruption. It sounds like there was a disruption that took place around where and when was that in your evolution?

The biggest disruption was the same lesson that I learned from not managing the money in the business carried over into my personal life. Financially, I couldn’t keep a place.

I don’t want to interrupt you, but I want to take a note and underline something. When you give someone a book and underline something for them, I want everybody to pay attention to not transferable skills but the transference of the lack of skills. There’s a money management gap in the early onset of business development, but there is a transference of the lack of prioritizing the most important things in early adulthood and the family development piece.

What happened was I would take house money that should have been going to take care of the house bills and put it into the business. I had to put it into the business because I wasn’t managing the money that was coming in from the business.

We go home and give the check to the wife. We came back and took the check out of the house.

Let me add another layer to that. I wasn’t given the check to the wife because of my ego. While I was a leader, I was immature in my leadership. You got to peel back this onion. I was leading, but I was immature in my leadership because I didn’t think that anybody could do it the way that I could do it.

We choose where we want manhood to appear. This is why everybody who’s reading, we focus on fully rounded 360-degree leadership development, not one phase. I was speaking with someone who was doing an event. She was talking about holistic business. The word holistic comes to my mind as I think about holistic leadership development.

Kendall, you are talking about leading on many fronts. You have done many phenomenal things. You have this phenomenal business. You are helping 25 other people who are under your leadership to earn an income and become independent on their own. At the same time, there’s a crutch or gap. Let me ask you this. When you recognized it, what did you do?

I’m going to be honest. Back then, when I recognized it, I didn’t know what to do. You have to remember. It’s not like now. There was no social media. You couldn’t go to a podcast and start listening to stuff. It was that guy that came on late-night cotton sheets selling or Tony Robbins selling something like he said, “You isn’t going to get it for six weeks in the mail.” There wasn’t none of that. There was no mentor because nobody had their own business.

I was hanging around 9:00 to 5:00. This is the other piece. For you to be a true leader, you have to be willing to not only go alone, you have to be a disruptor. While you are disrupting, you have to identify who can mentor me while I’m going down this road. I didn’t do that. I identified it but I didn’t know how to fix it. I kept drinking. I have bad character and habits. I don’t drink now, but back then, yes.

BRYO Kendall Ficklin | Character Development
Character Development: For you to be a true leader, you have to be willing not just to go alone. You also have to be a disruptor and identify who can mentor you along the way.

I heard you say that your father was an alcoholic.

I’m a womanizer at that point. I’m married but I’m womanizing. I’m looking as if I’m going through the stress and the pain of bad character for myself, which means I’m making bad decisions for my business, family, and life. I don’t know what to do. I’m looking for that substitute, like alcohol, other women, and being gone from home. I’m running from something I’m never going to get away from. It wasn’t until it all blew up that years went by, and now I’m divorced.

At that time, when I went through a divorce with my ex-wife, we had three children. I’m breaking up not only a marriage but I am breaking up a family that wasn’t stable in the first place. Why? It’s because my mindset was focused on making money, not entrepreneurship. I’m going to be real. I don’t even necessarily like the word entrepreneurship. I’m not focusing on building a business.

In my maturity, when I work with people, this is what I say, “Let’s design a life that will allow you to build the business.” That means the concept, “Be a whole man. Be a whole leader. Be a whole CEO.” That means physically, mentally, emotionally, and soulfully, I’m pouring into and feeding all four parts of those. Inside all of those, there are different buckets that need to be filled up.

I love what you said about life first. I always tell people, “Start with your ideal life. Set that up, income level, time off, the    code, and the car.” Ideal life and an ideal business model to support that as opposed to how can I make money and make it as fast as possible and try to fit a life somewhere around that if I get around to it, which never happens.

Let’s be honest. Whatever you put energy into, you are going to get something back. I could be an alcoholic and have women all over the country. As long as I’m putting work into building a business, I’m going to make money. That doesn’t mean I’m going to make the right decisions and choices. That’s the difference.

That’s why you can have people making illegal money and making tons of it. For some, it may last until they pass. For some, it doesn’t. It’s not about I got to do this to make money. You can make money as long as you put the work in. How much you make and keep will be determined by the consistency of your character and the choices you make in your decision-making.

Talk to the people, the phenomenal readers, about the importance of character development when it comes to business sustainability.

I can give you a good real-life example. We talked about that first business of mine, the cleaning business, all of the money to people. That folded. I sold it. I didn’t make any money, but I had to get rid of it. I took a big loss. I moved to Atlanta with my ex-wife. She was my wife at the time with my three children.

I didn’t fix the character defects and develop the leadership skills I needed. I came to the same man from New Jersey to Atlanta with the same bad character, bad decision-making, and addictive tendencies. I talked myself into a contract at Georgia Pacific. I told them, “I run a consulting company. We do technical support. I learned all this technical stuff from AT&T. I can take over your whole help desk.” It worked. If you put energy into it, you can get contracts and make money. I got a bunch of guys, and we built the Georgia Pacific help desk from scratch. They were paying me ridiculous amounts of money. I’m making money, but I have bad habits.

You are making money again, and the same guy comes out. What happens now?

I’m tricking off money. They gave me my first corporate card to do whatever. Guess what I’m doing with the corporate card? I’m at the strip club at lunchtime and not even going back to work. I’m buying clothes. Guess what I’m not doing? I’m not taking care of home. What’s happening is I’m developing and making money. I’m making bad choices. I’m still in the same cycle I have been in my whole life up to that point. I’m not realizing that.

There are readers here that will say, “I’m a leader. I’m a CEO. I need to upgrade my position. I’m trying to build a business. I need to do this so I can make money.” The first thing you need to do is not focus on what you need to do but put the emphasis on who you need to be. I’m using the corporate card. They came to me one day. They were like, “Enough is enough.” This is the second time I did this. I did the same thing at AT&T in the ‘90s. I abuse the corporate card.

Do not simply focus on what you need to do. Put the emphasis on who you need to be.

They are seeing the swipes. Where are the swipes?

I don’t even know it. They are like, “I paid an electric bill with the corporate card at the house.” My whole life, I have always had what I call grace, which means even when I make these big mistakes, there’s always something or somebody there to help me come out. As for my ego, bad character, and addictions, I kept doing the same things.

Even when I did the same things in New Jersey, even in Atlanta with Georgia Pacific, I had an out. They said, “We are going to let this slide. You have X amount of time to get yourself together. Don’t let it happen again.” I had racked up about a $5,000 bill. They said, “As long as you pay it by the next billing cycle, you are good.” The money came through my hands, but guess what I didn’t do?

You didn’t pay for it. You didn’t have your responsibilities yet again. What happened with that situation?

They had to let me go. It was a sweet deal. I leave there. The marriage is on the rocks. We separated one sweat. I don’t know what to do. I always knew how to cut hair. I have been cutting hair since I was fifteen years old. I said, “Let me go into the shop and cut hair.” I got into a barber shop. I was okay. I saw these guys making $600, $700, $800, to $1,000 a day. I got my skills up and started generating $400 or $500 a day by cutting hair. I’m making money. I still had bad habits.

I said to myself, and I still go back to the young boy who had the shoe shine box. I was like, “I can only make much money if I’m cutting hair. There’s only so much hair I can cut. I need to open up my barbershop.” I went to the owner of the shop. I said, “I’m about to leave and open up my shop.” He asked me a question I will never forget. He said, “Have you maxed out your chair?” I said, “What do you mean?”

He said, “My chair makes me $2,500 a week. It’s maxed. I can’t do any anymore because of time, capacity, and bandwidth. What does your chair make?” At the time, I was making about $1,100 to $1,200 a week. He said, “How much more can your chair make?” I said, “I could do $2,000 to $2,200.” He said, “I recommend before you leave to max out the chair.” Guess what I did?

You left.

Ego now cried. I opened up my first shot. I didn’t have the money to open it. There is always something somebody did. I wrote the guy a $1,200 check to get in. I knew the money wasn’t in the bank. I don’t think he cashed that check to this day. That was back in 2003. I knew how to make money and cut hair. All my clients came with me because I’m great with people. I’m bad with money and making business decisions. My people came, but I had three other chairs. I couldn’t find barbers to stay in the chairs. We didn’t get traffic coming into the shop.

I had put a sign up out front. We were right on the highway. It is a great location. I had this older gentleman working there with me. On the front of the sign, it was called Xchange barbershop. They used to call me X. A couple of months went by, and I said to the older gentleman, “We are still not getting traffic.” He said, “You know why, don’t you?” He’d been in the retail business for years. I said, “No.” He said, “Nobody is looking for Xchange? They are looking for a barbershop.”

Marketing, branding, and flow. Would it be safe to say that the Xchange piece with you being called X was an ego decision?

It was all ego because I had Xchange in big letters and barbershop in little letters. I had the light on Xchange and nothing on the barbershop. Look what I did. I changed the sign to barbershop. It floods of people coming in. Now, we are making money, but I’m not putting the money away to pay the rent.

The character is showing up again.

I have to leave now. I get a salon suite and build back up. All my clients stay with me because I’m great. I’m good at cutting hair. I’m great with people.

Good on the relationships, bad on the revenue and responsibilities. Let’s look at it.

I get in the salon suites. I got two chairs in there. The older guy came with me. He pays me weekly. I’m paying them weekly. The bad character kicks in. I see a shop across the street to open it. I said, “I’m going to open that shop. I needed $3,600.” Somebody gave me $5,000 and said, “We believe in you. Opened up shop number two.” I’m killing it. I have six chairs. Guess what?

The character shows up again.

I got to leave and sell it to the old guy who was with me. At that point, I could have stayed in the shop and cut hair for free. All of the money would have been mine. Guess what kicked in after that? It’s my ego again. I found another spot right around the corner. It’s $2,600 a month. It’s more than I ever paid. I didn’t have the money to open that. One of my clients said, “I will invest with you. Here’s $10,000.” I open up the shop. Guess what happened?

You got this demon, ghost, thing, and energy. You are trying to run it, outrun it, escape it, drink it away. All of these different things you are trying to do to outrun ourselves. When was the meeting of mind, maturity, and manhood? Where did that happen?

It was always inside of me. When I was drinking, I would get drunk, look in the mirror, talk to myself, and say, “You know that you can do better.” I promise you this is true. I was like, “For you to be the man that you are supposed to be, you got to stop doing this.” I would say it. I would tell myself, “I’m going to stop.” I will never forget one night, and this is where the, you said, in crisis is where what happens?

Transformation takes place in the place of crisis. It’s not going to come from comfort. As long as you are being given grace, you are going to be gracefully forgotten and incomplete. You are going to continue. It’s enabling. There’s a saying, and my wife says this all the time. She does this to me because I have a big heart and I like to help people.

I will stop for somebody on the road. I remember she stopped me a couple of times from doing that. She was like, “No, leave them alone.” I’m like, “What do you mean? They got it flat.” She’s like, “No, you don’t want to get between what they and God got going on.” All of those crises that you came to were positions or whatever you believe in your situations was positioning you for the crisis and transformation on the other end of it. Someone kept getting in between what you and God had going on.

I appreciate it. I’m honored to be a part of the show. Lead and brand like a leader. I’m excited to do it with you, somebody that I know I respect. I’m honored to be here.

I want to set the tone with a little bit of a background for those who may not be acquainted with the Kendall Ficklin brand. How did they begin? Give us the origin story. What is the brand origin story of Kendall Ficklin?

This is funny because nobody has asked me this in a while. That’s a good question. Here’s something that I realized. I might have been about 9 or 10 years old. He was always drinking at the bar around the corner. I went to my father one day, and I said, “Pop, I want to take my shoeshine box around the corner. I want to shine shoes so I can make money at the bar.” He was like, “What shoeshine box?” I said, “I don’t have one. I’m going to make one.” He said, “If you can get a shoeshine box, you can come around with me when I go Friday to the bar.” I went and made a shoeshine box.

I didn’t look like this fancy shoeshine box, but I grabbed some wood and nails. I messed up my father’s whole toolbox. I put together what looked like a shoeshine box. I have no polish, brushes, or cloth. In my father’s bottom drawer in the bedroom, where he kept all his shoeshine stuff, I went and grabbed all his shoeshine stuff. When Friday came, I said, “I’m ready. What time are we going?” He said, “Let’s go now.” We went around to the bar.

BRYO Kendall Ficklin | Character Development

That night, I probably made about $55. Back then, it was local. My father was an alcoholic, but I had that entrepreneurial spirit even back then. I’m in there. All my friends were outside waiting for me after I was done. I left out, and I was excited. $55 to a 19-year-old feels like I’m a millionaire at that point.

Here’s what happened. I took all my friends to the corner store. We got those little juices and white diamonds on our street, which is equivalent to a diner. I bought them hamburgers. I cashed out all my friends. We had a great time. I looked in my pocket the next day and was like, “It’s light.” The next day, it was Saturday. I said, “Pop, can I go back again because I wanted to get some more money?” He said, “Yeah.” I went back again, made another $50, and did the same thing. I went back out with all my friends and cashed out.

I got smart. I went to my best friend. His name was Chuck. I said, “Chuck, do you want to make some money?” He said, “Yeah.” We were on 17th Street. There was another bar on 15th Street. I said, “I will help you make your shoe shine box and give you some polish. You go to the bar on 15th Street, and I will do 17th Street. We will meet up at a certain time and cash out. All I want is $0.50 or $1 off every shoe you shine.” He was like, “Great.” He went, did it, came back, and paid me. I stopped cashing out my friends. I went to my other friend, Leon. I said, “Leon, do you want to make some money?” He said, “Yeah.” I said, “I’m going to help you make it. I duplicated it.”

At an early age, 9 or 10, I didn’t know what I was doing, but my mindset was like, “I needed to go out and earn my own money as an entrepreneur. As I was growing it, I got to be careful of how I spent this money. How can I scale it?” I didn’t use those words at 9 or 10 years old, but I was building, growing, and scaling. That concept I took from 9 or 10 years old. We had a bike, skateboard, and other businesses. That mindset has stayed with me.

The story is from 9 or 10 years old. There were no entrepreneurs or businessmen around me. My father and mother worked from 9:00 to 5:00. Everybody in our family worked. It’s been inside of me to go out and create something for myself and put the people around me in positions to make money from it. Not only so that they could have something for themselves, but they didn’t need anything from me.

The friends who you were cashing out, you helped them cash themselves out. You didn’t have to cash them out anymore.

I’m making money. With the money we made from shoe shining, we got into the bike business. We started getting parts for bikes. We were making bikes. We would take the bikes and make the front end long, put the sissy bars on it, and the things on the back. We were tricking off bikes back then. That’s the way we did it. We made money.

We used to do picnics and things like that on the trail. We put all our money together and got a little mini bike that we all share. We would park it at each other’s houses at certain times of the week. We had a football league. We would have our uniforms. We were industrious and entrepreneurial without even knowing it.

That’s a phenomenal origin brand story. We know about the zones of life, 0 to 7, 7 to 14, 14 to 21, and 21 to 28. You gave us the background. You said 17th Street and 21st Street. Where are these different streets?

I grew up from birth to about 12 or 13 years old in Linden, New Jersey. I lived on 17th Street. We had 12th Street all the way up to 21st Street. Each block seemed like it had a different group of young people. We were on 17th Street. From 13 to 20, I lived in Newark, New Jersey. It’s a different concept, more of an urban neighborhood. It was the hood. You aren’t going outside and playing at night like I did in Linden, New Jersey.

I’m familiar. Those are two different worlds.

During that time, I was still industrious, but industrious doing other things. Here’s the crazy thing. This is the part that I loved about what my mom did. When I was 12 and 13 years old from Newark, New Jersey, I still went to school in Linden for the whole set. I would take the train and the bus by myself at 12 and 13 years old from Newark, New Jersey to Linden, New Jersey, every single day, early in the morning until it was late at night.

Sometimes, people will be afraid to take chances to go out on their own. It helped develop. It increased my risk tolerance and helped me to be aware of my surroundings, as well as gave me freedom and independence. She would give me a certain amount of money and I had to make that thing last. I had to be careful of how I spent money. I had to be creative. We would get the candy and sell the candy in school. I sell all these other things in school.

People are afraid to take chances to go out on their own. But by doing so, you increase your risk tolerance and become more aware of your surroundings.

She gave me an independent mindset, which is an entrepreneur, a leader, and a businessman’s dream. When you get that at 9, 10, 11, 12 on up, it prepares you for things in life. I didn’t do work in school, like most of us, not because I was dumb. I was lazy mentally. I graduated high school with straight Ds. On graduation day, my family was there. I walked across the stage. I don’t even think I got the diploma now.

Did you say you graduated with straight Ds?

I was supposed to go to summer school. My English teacher said, “I am going to let you walk because I like you and I know you are not dumb. You are lazy.” I got a better word than I realize now. It’s living on average. Living and eating average. Nobody around me was pushing me. For mom, if I was playing ball, as long as I had a C average, I didn’t have to do any work. If the teachers like you, they are going to let you. My English teacher said, “You fail. I’m going to give you a D so you can walk.”

They gave me a little envelope. I don’t even think I still have my diploma. It wasn’t in there. I had to go do something to get it. I graduated and walked across the stage. My mother came up to me. She said, “I’m leaving.” I was like, “Where are you going? Are you going out somewhere?” She said, “No, I’m with my fiance. I’m going to go move in with him. You have the apartment. The rent was $360 a month, and rent is due next week.”

I didn’t have a job or anything, but I was raised to be that independent of I can make it happen. She left. Luckily, I went to AT&T. They had career days. I got a job at AT&T because I passed the typing test. My mother made me take typing. At that time, I could type 35 words a minute. It took me to the help desk at AT&T. There are some people who are born leaders. We need to be taught characteristics, skillsets, and training in certain areas. Some people are born to be entrepreneurs. You need to learn the different nuances.

BRYO Kendall Ficklin | Character Development
Character Development: Some people are born leaders. They just need to be taught characteristics and skill sets that will help them live out this identity.

I was born to be an independent and entrepreneur. I got the job at AT&T, and it was miserable. I would be in AT&T selling sweatsuits, selling books in my cubicle, doing different businesses, and always looking for a way out. I finally got my first real business at that time, which was a cleaning business, a franchise, bought into it. I blew the franchise up. I had all the Starbucks in New York and New Jersey, every one of them, 71 stores, and 9 sports authorities. I had 25 people working for me, 6 trucks. Do you know what I didn’t have? Money management skills.

How many of you do that? How many of you have 21 browsers up? You are finishing your book. You are doing your thing on Facebook. You have all these different businesses going on. What he said was pertinent. He said he had 25 people working for him, multiple Starbucks, and multiple sports authorities. Money is coming in. However, he has no money management skills.

I believe that some of us are born to be entrepreneurs, but what we don’t do is learn certain skillsets, like the skillsets that you teach. You train people and coach people. I didn’t have that. This is back in the ‘90s. There wasn’t that. I could get business. I knew how to get workers and get the work done, but I didn’t know what to do with the money when it came in.

I was bringing in thousands of dollars every month, but it seemed like every month, I had to call my sister and ask her for money to help me make payroll. It seemed like I would have to leave and go clean some extra carpets to take care of my young family at that time. I knew how to get business and make money, but I didn’t know how to keep and manage it. For a lot of us, it is that piece that is a huge gap because there are a lot of great entrepreneurs and leaders, but we are not taking the time to master the craft. I was able to, inside that cubicle, build multiple six-figure cleaning business.

I made a big mistake, but looking back on it, it wasn’t that big. I said, “Now is my opportunity to get out of this 9:00 to 5:00.” I told somebody this. This is crazy. My manager lived in a different state back then. I had no work to do. He was cool. I would call him up in the morning. He says, “I don’t care what you do. Make sure you check in.” I said, “No.” Back then, I was doing $65,000 at AT&T. I’m a manager. I didn’t have any people reporting to me. I could do whatever I wanted to do.

It sounds like you had what they call a no-show job.

My common sense said, “That’s free money. I want to leave.” I get it. I was young. I wanted to be on my own. When I left, it was difficult. I was married. I had two kids at that time. I was the breadwinner. My family struggled and sacrificed for my dream. Here’s the way I look at it. There are entrepreneurs and leaders, but there are men. I wanted to be an entrepreneur, but I was neglecting me being a man, a husband, and a father at that time. My focus was only on going and making money. It wasn’t what is this going to do to my wife and my kids. That’s a big lesson that I learned.

I learned so much from that time. It taught me a lot of lessons, even to this day. One lesson is nothing comes before your manhood. This is the order. You are a man, leader, husband, father, or however that goes. Everything else comes after that. My business success is a result of my leadership and manner. My mindset is if my wife is happy, I’m happy. If I’m taking care of my family financially and emotionally and protecting them, I’m doing my job.

Nothing comes before your manhood. Your business is a result of your leadership and your identity as a man.

I’m hearing maturity, development, and leadership development by default and by hard consequences. I know you didn’t allude to the consequences, but a lot of times, when you are in flow, or you are in process, we get course corrected by a crisis. The crisis course corrects. Comfort is not a precipitator to change. Your comfort does not predicate transformation. Transformation, a-ha moments, and change usually come on the back of crisis and disruption. It sounds like there was a disruption that took place around where and when was that in your evolution?

The biggest disruption was the same lesson that I learned from not managing the money in the business carried over into my personal life. Financially, I couldn’t keep a place.

I don’t want to interrupt you, but I want to take a note and underline something. When you give someone a book and underline something for them, I want everybody to pay attention to not transferable skills but the transference of the lack of skills. There’s a money management gap in the early onset of business development, but there is a transference of the lack of prioritizing the most important things in early adulthood and the family development piece.

What happened was I would take house money that should have been going to take care of the house bills and put it into the business. I had to put it into the business because I wasn’t managing the money that was coming in from the business.

We go home and give the check to the wife. We came back and took the check out of the house.

Let me add another layer to that. I wasn’t given the check to the wife because of my ego. While I was a leader, I was immature in my leadership. You got to peel back this onion. I was leading, but I was immature in my leadership because I didn’t think that anybody could do it the way that I could do it.

We choose where we want manhood to appear. This is why everybody who’s reading, we focus on fully rounded 360-degree leadership development, not one phase. I was speaking with someone who was doing an event. She was talking about holistic business. The word holistic comes to my mind as I think about holistic leadership development.

Kendall, you are talking about leading on many fronts. You have done many phenomenal things. You have this phenomenal business. You are helping 25 other people who are under your leadership to earn an income and become independent on their own. At the same time, there’s a crutch or gap. Let me ask you this. When you recognized it, what did you do?

I’m going to be honest. Back then, when I recognized it, I didn’t know what to do. You have to remember. It’s not like now. There was no social media. You couldn’t go to a podcast and start listening to stuff. It was that guy that came on late-night cotton sheets selling or Tony Robbins selling something like he said, “You isn’t going to get it for six weeks in the mail.” There wasn’t none of that. There was no mentor because nobody had their own business.

I was hanging around 9:00 to 5:00. This is the other piece. For you to be a true leader, you have to be willing to not only go alone, you have to be a disruptor. While you are disrupting, you have to identify who can mentor me while I’m going down this road. I didn’t do that. I identified it but I didn’t know how to fix it. I kept drinking. I have bad character and habits. I don’t drink now, but back then, yes.

Character Development: For you to be a true leader, you have to be willing not just to go alone. You also have to be a disruptor and identify who can mentor you along the way.

I heard you say that your father was an alcoholic.

I’m a womanizer at that point. I’m married but I’m womanizing. I’m looking as if I’m going through the stress and the pain of bad character for myself, which means I’m making bad decisions for my business, family, and life. I don’t know what to do. I’m looking for that substitute, like alcohol, other women, and being gone from home. I’m running from something I’m never going to get away from. It wasn’t until it all blew up that years went by, and now I’m divorced.

At that time, when I went through a divorce with my ex-wife, we had three children. I’m breaking up not only a marriage but I am breaking up a family that wasn’t stable in the first place. Why? It’s because my mindset was focused on making money, not entrepreneurship. I’m going to be real. I don’t even necessarily like the word entrepreneurship. I’m not focusing on building a business.

In my maturity, when I work with people, this is what I say, “Let’s design a life that will allow you to build the business.” That means the concept, “Be a whole man. Be a whole leader. Be a whole CEO.” That means physically, mentally, emotionally, and soulfully, I’m pouring into and feeding all four parts of those. Inside all of those, there are different buckets that need to be filled up.

I love what you said about life first. I always tell people, “Start with your ideal life. Set that up, income level, time off, the    code, and the car.” Ideal life and an ideal business model to support that as opposed to how can I make money and make it as fast as possible and try to fit a life somewhere around that if I get around to it, which never happens.

Let’s be honest. Whatever you put energy into, you are going to get something back. I could be an alcoholic and have women all over the country. As long as I’m putting work into building a business, I’m going to make money. That doesn’t mean I’m going to make the right decisions and choices. That’s the difference.

That’s why you can have people making illegal money and making tons of it. For some, it may last until they pass. For some, it doesn’t. It’s not about I got to do this to make money. You can make money as long as you put the work in. How much you make and keep will be determined by the consistency of your character and the choices you make in your decision-making.

Talk to the people, the phenomenal readers, about the importance of character development when it comes to business sustainability.

I can give you a good real-life example. We talked about that first business of mine, the cleaning business, all of the money to people. That folded. I sold it. I didn’t make any money, but I had to get rid of it. I took a big loss. I moved to Atlanta with my ex-wife. She was my wife at the time with my three children.

I didn’t fix the character defects and develop the leadership skills I needed. I came to the same man from New Jersey to Atlanta with the same bad character, bad decision-making, and addictive tendencies. I talked myself into a contract at Georgia Pacific. I told them, “I run a consulting company. We do technical support. I learned all this technical stuff from AT&T. I can take over your whole help desk.” It worked. If you put energy into it, you can get contracts and make money. I got a bunch of guys, and we built the Georgia Pacific help desk from scratch. They were paying me ridiculous amounts of money. I’m making money, but I have bad habits.

You are making money again, and the same guy comes out. What happens now?

I’m tricking off money. They gave me my first corporate card to do whatever. Guess what I’m doing with the corporate card? I’m at the strip club at lunchtime and not even going back to work. I’m buying clothes. Guess what I’m not doing? I’m not taking care of home. What’s happening is I’m developing and making money. I’m making bad choices. I’m still in the same cycle I have been in my whole life up to that point. I’m not realizing that.

There are readers here that will say, “I’m a leader. I’m a CEO. I need to upgrade my position. I’m trying to build a business. I need to do this so I can make money.” The first thing you need to do is not focus on what you need to do but put the emphasis on who you need to be. I’m using the corporate card. They came to me one day. They were like, “Enough is enough.” This is the second time I did this. I did the same thing at AT&T in the ‘90s. I abuse the corporate card.

Do not simply focus on what you need to do. Put the emphasis on who you need to be.

They are seeing the swipes. Where are the swipes?

I don’t even know it. They are like, “I paid an electric bill with the corporate card at the house.” My whole life, I have always had what I call grace, which means even when I make these big mistakes, there’s always something or somebody there to help me come out. As for my ego, bad character, and addictions, I kept doing the same things.

Even when I did the same things in New Jersey, even in Atlanta with Georgia Pacific, I had an out. They said, “We are going to let this slide. You have X amount of time to get yourself together. Don’t let it happen again.” I had racked up about a $5,000 bill. They said, “As long as you pay it by the next billing cycle, you are good.” The money came through my hands, but guess what I didn’t do?

You didn’t pay for it. You didn’t have your responsibilities yet again. What happened with that situation?

They had to let me go. It was a sweet deal. I leave there. The marriage is on the rocks. We separated one sweat. I don’t know what to do. I always knew how to cut hair. I have been cutting hair since I was fifteen years old. I said, “Let me go into the shop and cut hair.” I got into a barber shop. I was okay. I saw these guys making $600, $700, $800, to $1,000 a day. I got my skills up and started generating $400 or $500 a day by cutting hair. I’m making money. I still had bad habits.

I said to myself, and I still go back to the young boy who had the shoe shine box. I was like, “I can only make much money if I’m cutting hair. There’s only so much hair I can cut. I need to open up my barbershop.” I went to the owner of the shop. I said, “I’m about to leave and open up my shop.” He asked me a question I will never forget. He said, “Have you maxed out your chair?” I said, “What do you mean?”

He said, “My chair makes me $2,500 a week. It’s maxed. I can’t do any anymore because of time, capacity, and bandwidth. What does your chair make?” At the time, I was making about $1,100 to $1,200 a week. He said, “How much more can your chair make?” I said, “I could do $2,000 to $2,200.” He said, “I recommend before you leave to max out the chair.” Guess what I did?

You left.

Ego now cried. I opened up my first shot. I didn’t have the money to open it. There is always something somebody did. I wrote the guy a $1,200 check to get in. I knew the money wasn’t in the bank. I don’t think he cashed that check to this day. That was back in 2003. I knew how to make money and cut hair. All my clients came with me because I’m great with people. I’m bad with money and making business decisions. My people came, but I had three other chairs. I couldn’t find barbers to stay in the chairs. We didn’t get traffic coming into the shop.

I had put a sign up out front. We were right on the highway. It is a great location. I had this older gentleman working there with me. On the front of the sign, it was called Xchange barbershop. They used to call me X. A couple of months went by, and I said to the older gentleman, “We are still not getting traffic.” He said, “You know why, don’t you?” He’d been in the retail business for years. I said, “No.” He said, “Nobody is looking for Xchange? They are looking for a barbershop.”

Marketing, branding, and flow. Would it be safe to say that the Xchange piece with you being called X was an ego decision?

It was all ego because I had Xchange in big letters and barbershop in little letters. I had the light on Xchange and nothing on the barbershop. Look what I did. I changed the sign to barbershop. It floods of people coming in. Now, we are making money, but I’m not putting the money away to pay the rent.

The character is showing up again.

I have to leave now. I get a salon suite and build back up. All my clients stay with me because I’m great. I’m good at cutting hair. I’m great with people.

Good on the relationships, bad on the revenue and responsibilities. Let’s look at it.

I get in the salon suites. I got two chairs in there. The older guy came with me. He pays me weekly. I’m paying them weekly. The bad character kicks in. I see a shop across the street to open it. I said, “I’m going to open that shop. I needed $3,600.” Somebody gave me $5,000 and said, “We believe in you. Opened up shop number two.” I’m killing it. I have six chairs. Guess what?

The character shows up again.

I got to leave and sell it to the old guy who was with me. At that point, I could have stayed in the shop and cut hair for free. All of the money would have been mine. Guess what kicked in after that? It’s my ego again. I found another spot right around the corner. It’s $2,600 a month. It’s more than I ever paid. I didn’t have the money to open that. One of my clients said, “I will invest with you. Here’s $10,000.” I open up the shop. Guess what happened?

You got this demon, ghost, thing, and energy. You are trying to run it, outrun it, escape it, drink it away. All of these different things you are trying to do to outrun ourselves. When was the meeting of mind, maturity, and manhood? Where did that happen?

It was always inside of me. When I was drinking, I would get drunk, look in the mirror, talk to myself, and say, “You know that you can do better.” I promise you this is true. I was like, “For you to be the man that you are supposed to be, you got to stop doing this.” I would say it. I would tell myself, “I’m going to stop.” I will never forget one night, and this is where the, you said, in crisis is where what happens?

Transformation takes place in the place of crisis. It’s not going to come from comfort. As long as you are being given grace, you are going to be gracefully forgotten and incomplete. You are going to continue. It’s enabling. There’s a saying, and my wife says this all the time. She does this to me because I have a big heart and I like to help people.

BRYO Kendall Ficklin | Character Development

I will stop for somebody on the road. I remember she stopped me a couple of times from doing that. She was like, “No, leave them alone.” I’m like, “What do you mean? They got it flat.” She’s like, “No, you don’t want to get between what they and God got going on.” All of those crises that you came to were positions or whatever you believe in your situations was positioning you for the crisis and transformation on the other end of it. Someone kept getting in between what you and God had going on.

Somebody was always cutting me a check and giving me an opportunity. My sister was always bailing me out.

They call it grace. Money doesn’t solve money problems. Trying to solve money problems with more money gets people into bigger problems. Sometimes, those problems become too big for money to handle.

When they ask me to borrow money, I always say, “You don’t have a money problem. You have a mindset problem.”

What will happen sometimes is you will float somebody to a place where they can’t be floated anymore. She tells me all the time, “Don’t get in between what they and God got going on.” What happened when you found yourself at a place where it didn’t look like grace, but it was real grace?

As I was drinking and making bad decisions, I will never forget this. This was several years ago. I made a decision. I was out drinking. I had already caught a DUI before, and I would randomly call my new wife. I say, “I’m not coming in. I want to drive.” I have no driver’s license, but I drove every day. In this one particular time, I was at my friend’s house. We were drinking. I wasn’t even doing anything bad. I was drinking. I called my wife and said, “I’m going to stay here until the sun comes up.” It was 11:00. I didn’t want to drive from where I was to the house. She got quiet.

You say something, and they don’t say anything. I said, “I don’t want to drive because it’s late and I have been drinking.” She said, “You shouldn’t have gone there. You should have come straight home anyway. If you weren’t drinking, it wouldn’t be an issue. You don’t even have a driver’s license.” I got quiet, and she got quiet. When I hung up the phone with her, I didn’t know what it was, but I could tell that she was done because I had been doing this for a long time. For me, my new wife was my best friend to this day. It was an energy that I could tell she had had enough.

I kept drinking that night, but I couldn’t get drunk. I kept drinking, trying to find that substitute. My body and mind would not allow me to get drunk. I had to sit in something. 5:00 came, I never slept that night. The sun came up. I got in my car and headed home. As I got on the highway, I threw away because I wasn’t just drinking. I was smoking packs in Newport. I was a closet smoker. I threw away the pack.

Did you say a closet smoker? What is a closet smoker?

At the bar I used to drink at, you could smoke in the bar. I had a two-piece. If I was drinking, I needed a cigarette. If I was smoking, I needed to drink. I could go to the bar because they smoked. The only people that knew I’d smoke were people that were at the bottom. My clients didn’t even know I smoked. I came up in a time when being discreet.

When I got home, I threw the cigarettes out and made a decision. I said, “I’m done.” Here’s the difference between that decision and in the past saying, “I’m going to stop.” I never stop. I felt like the crisis was I was going to lose my best friend. I didn’t tell her or anybody I was going to stop. I took 30 days to get the strength and I didn’t drink. After 30 days, my wife said to me, “I haven’t seen you drink. You aren’t going your usual Sunday and Monday routine.” I said, “Yeah, I’m trying to stop.” I had built up 30 days’ worth of strength. I needed some accountability to go with the strength.

Another 30 days went by, and my kid said to me, we were somewhere, and I was drinking water. It was like, “You haven’t been.” I said, “Yeah, I’m stopping. It’s time. Enough is enough.” I have one layer of accountability with my wife. I created another layer of accountability with my kids to let them know if they see me drinking because I had been drinking around them in the past, check me without saying that.

Another 30 days went by, and I remember my wife asked me, “You haven’t drunk?” I said, “I don’t drink because now the taste has been taken out of my mouth.” I had built up the strength. Internally, I’m already a natural-born entrepreneur and leader. I’m naturally competitive and addicted to things. What I had to do was turn that addiction into an obsession. The obsession was to be the man that I needed to be for her first and my kids.

Let me tell you about this switch. I did an interview, and the guy asked me, “Coach, how did you get to the seven-figure mark and all that?” I said, “I stopped drinking. When I stopped drinking several years ago, what shifted was my character. In my character, I started making different decisions. The man that I was not doing right with the money completely shifted. Now when I’m making money, I’m making better decisions so I’m seeing more clearly. I’m not addicted to anything. I’m now obsessed with maintaining it.”

That 90 days of accountability and me saying, “I don’t drink,” I took it a step further. On my social media, I would always say, “I don’t smoke, drink, do dope, or chase women or men.” I put it out into the world. I got layer upon layer of accountability. Somebody asked me, “How did you stop?” I said, “I can’t tell you how, but I was afraid of losing something more important and powerful than that bottle.” That is my wife.

As I’m making different decisions, when opportunities come, I’m able to keep more. That’s how I have been able to build from 0 to multiple 7 figures. It’s not because I’m that sweet as a businessman. I have learned the strategies because I make better decisions as a true leader and the CEO. First being the CEO of my house, then being the CEO of my children, and then being the CEO of my business.

What I hear is values. I hear values changed. I hear that the values and priorities switched. When the priorities switched, passion was able to kick in because you made something that wasn’t important, like a side project to your main project. Knowing you professionally, I can say that I see personally, and you can see if you look at Coach K or Kendall Ficklin, the man, and the brand, you will see the couples get together. He and his wife are in Milan or Dubai and doing the big things that couples wish they could do. Entrepreneurship and success as a businessman now fuel what the values are.

It gives the value or vehicle to get to the places you might not have been able to go in doing the things you might not have been able to do with the family if you didn’t get the business straight. The business doesn’t become a way to get out of the mess that the lack of character has produced. The business has become a way to fuel the fire of passion and values.

I always knew how to make money. Making money isn’t difficult. Building a business is not about only money. You have to develop people. You can’t develop people in truth if you can’t develop anybody at your house. This is the thing. My ex-wife called me a couple of years ago. We divorced on bad terms. We went through child custody. She called me one day and said, “I need a session.” At first, I was like, “What are you talking about?” She said, “I need a coaching session.”

You cannot develop people in truth if you cannot develop anybody at your own home.

Both of my wives have seen the worst of Coach K. She said, “I always knew that this is who you were destined to be. I couldn’t stay in it long enough. I need you to show me how to get from where I am to where I need to be.” This is what people don’t get. As for the decisions that I make in stopping some things and starting other things, I have been able to not only make money financially and build a financial thing, but I’m now leading people by example and showing them how to become better human beings.

My wife and I quarterly go and take a quarterly break. Once a year, we do a ten-day vacation. Once a month, we do a family day with the kids. Once a month, we do son’s day. I was on the phone with somebody. I started crying. It was a group call. Somebody said, “Coach K, we started implementing the once-a-month family day. We have been doing it.” The father and his son had a major connection shift because of the father’s consistency in doing family day.

Somebody sent me a text that was on the call and said, “You don’t know how much you are changing people’s lives, not by making money. Making money is a byproduct of character, but by what you are doing as a man, as a CEO, as a leader, and as a husband.” With that relationship that gets solid, when they start doing business or working in their career, they are going to make better decisions in their career and business, which means they are going to keep more of what they make.

I was being interviewed one time, and a dude asked me, “You said you are doing seven figures.” I was like, “Yeah, but I’m isn’t on that.” He was like, “What do you mean?” I was like, “I’m not on making seven figures. I’m on, ‘Can I keep seven?’” If I can keep seven figures, that means I’m being a good steward. That means I’m running an efficient business and I can do more for people who need help. I can keep my wife off the job. Once I made the decision and my character shifted, I could tell that my wife was miserable at her job. I said, “You can come off the job.” Now, she works for the company. In the coming years, the goal is to get her out of the company and do whatever she wants to do.

I was able to retire my wife early on. We collectively decided that the best thing for her to do would not be in the business. That was the best-case scenario. She would be up and down on my neck. It’s the leadership thing and the alpha is mixing. It is oil and vinegar. I want everybody to see the character development, the personal development, and the family development. We haven’t gone into the business development. We are going to have to do episode number two with you. I hope you are comfortable with that.

I greatly appreciate the vulnerability and transparency. These are the conversations that people don’t want to have. Everything is perfect. Everybody is doing the cha-ching. Nobody wants to do the real thing. Nobody wants to talk about what they have been through, the mistakes they have made, and how they got here. It’s almost as if people dropped off a ship or got beamed down as millionaires and running phenomenal businesses.

I want to add to that because you said something. I don’t even want anybody to get this thing twisted. I still make bad decisions. You and I were talking about it. I invested in an opportunity. 6 figures in, not 1 opportunity but 3 separate opportunities. I’m talking about $100,000 each. Why? At my core, I’m still an entrepreneur. I love to get a return on investment. Those were not investments. It was bad timing.

There are multiple six figures out in investment sitting out there. My wife is like, “I told you.” I’m like, “I made a bad decision.” My character now, because I have developed, says, “Learn the lesson.” I may or may not come back. It might be a loss. Here’s what I said, “Let me get back what I lost.” Maturity says, “You don’t have to go and make money in the way that you did before. We focused on controlled passive.”

We are not going to go deep into that yet because I want you to come back. We are going to pick up where we left off. The man has made the shift. He becomes clean, a better husband, and a better father. Now, he’s working on people development, business development, and, dare I even say, legacy development.

If you enjoyed this, Coach K, I urge you strongly to reach out to him if you are struggling in any area of what we went over, the family development, the character development, the personal development, or any of the content. Follow him and link up with him. He’s transparent. He’s a go-giver. I can say that because I know it. I’m never going to bring before you someone that I don’t know that I have not vetted inside or outside.

I don’t believe in new friends. I don’t believe in business for business’ sake. I believe in business, for goodness sake. This is a person of high-level character, quality, quantity, and merit. As he said, “Transparently, before you several years ago, you put the bottle down and picked the values up.” You can get a real conversation. That’s what some people need. Some people need a real conversation. Everybody doesn’t need coaching.

This has been another episode. We have a phenomenal time kicking back and reading life lessons and principles with Coach K. Kendall Ficklin, thank you so much for being here. What do you want to close out with? Give them one principle that thumbs up everything that you spoke on and we will come back on a later segment.

It’s something quick that I always say. If you know it’s not going anywhere, you have to stop going there. That can be the bottle, decisions, or anything that is not helping you to accomplish the ultimate goal. Here’s the last thing. Focus on maturity over money.

If you know something is not going anywhere, you have to stop going there.

We will see you next time.

Thank you.

Important Links

How To Express Your Essence And Amplify Your Authority! With Carla Samson And Dmitriy Kozlov

Influex – INFLUENCIAL (BRAND) Expression: How To Express Your Essence And Amplify Your Authority! With Carla Samson And Dmitriy Kozlov

It was imperative that I bring before you one of the teams that I regard very highly and have been highly regarded throughout the entire industry. We are going to learn a lot more about them, a lot more about who they have worked with, and a lot more about their strategy and how they break down brands to build brands back up.

If you are interested in building your brand and building a personal brand, a phenomenal, profitable, visible, credible, reliable, and consistent personal brand, you are not going to want to miss this episode with the phenomenal team from Influex. I have the honor and privilege to introduce you to Dmitriy Kozlov and Carla Samson.

Just a side venture, I want you to know that I eat my food, and I take my recommendation. They say every coach needs a coach, every speaker needs a speaker and coach, and everybody who’s a consultant needs a consultant. You know me as the king of branding and positioning. However, a brain surgeon cannot perform surgery on the brain.

When it became time for me to have a rebranding and dig deep into the king of branding and everything that I had, I had to go to the very best in this industry, whom I regard as the very best besides myself, a phenomenal peer, and I had no choice but to come straight to Dmitriy and the Influex brand. That’s where we met Carla, and it is been a phenomenal experience. Dmitriy and Carla, welcome to the show.

Thank you for the glowing introduction. We are so honored, pleased, and learning so much in the process of the honor of being your brand surgeons.

Introduce yourself. Give us a little bit of background. Where do you come from, what your origin brand story is, how do you get into branding, how do you perceive branding, and what does that look like? Introduce yourself to the people, Dmitri.

I’m the CEO, Chief Expression Officer, and Founder of Influex. I want to introduce Influex in this as our name has so much of our story and our mission and my DNA and vibe in it. Influex is a word that I made up that is the combination of influence and expression, and it’s based on my belief and my stand because your brand is your stand.

What’s based on my belief that your greatest influence comes through your fullest expression. Your greatest influence in impact comes through your fullest expression. On the story, I rewind way back to when I was a kid. I immigrated to this country at seven years old with a single mom. Even though what felt like wealth here compared to what was going on in the collapsed Soviet Union at the time, we were way below the poverty line. We had a lot of challenges growing up.

One of those challenges was getting accustomed to the language after immigrating here and the culture. I found that as a kid, I had so much within me and that I couldn’t express out to the world and, therefore, couldn’t make the connection. I couldn’t have influence and didn’t have power. I got bullied a lot. I found that as I started to feel that pain, I got to turn that pain into purpose and power through my expression, which at the time started to be through rap.

Fast forward more than a decade after I started rapping. I started rapping when I was thirteen years old, and that same skillset turned into how I communicate the depth of something as a message that people can receive. Long story short, that landed in building websites and then in building brands and supporting top influencers with their messaging.

It’s not like I went after top influencers. I was doing the work that I was doing. I started with small businesses. I did the best that I could along the way. I got an introduction to a man named Yanik Silver, who opened a lot of doors for me through his maverick world and masterminds. Before you know it, I was getting referred one to the next of all these top major influencers. Another decade later, after starting that business initially, we have Influex, having built the iconic brands of 200-plus industry influencers and having learned so much from them in the process. I’m still very much a student of the craft and our clients are my and our greatest mentors.

Carla, what about you? Tell us a little bit about your humble beginnings, how you became a part of Influex, and what that looks like.

That story is a long one, but in a nutshell, I grew up in an environment that was heavily pressured. I was heavily pressured to figure out what I wanted to do with the rest of my life, figure out what college I wanted to go to and figure out what it was that I wanted to dedicate my career to. My father is a professor at a university, so that was an important path that I follow a career-driven path and get a great career that would set me up for the rest of my life.

I was an artist and a creator, and I wanted to play all the time. I wanted to dance and make little videos on my camcorder. I wanted to create digitally through all these different platforms because I loved artistry, and long story short, I did. I went to college and I did the Science degree that my father wanted me to do. Deep down, I didn’t feel like it was my purpose.

I ended up going on this big and long journey after college. For years, I traveled. I traveled around the world. I lived out of my car purposefully for a year, trying to figure out what I wanted to do. Driving up and down the coast of California, I was on a spirit journey to figure out what my purpose was because I wasn’t feeling fulfilled by this very logistical, science-driven career path that I had fallen into. As I’m on this journey, finding and looking for my purpose and figuring out what my purpose is, I finally came to a revelation. This is after many years that my purpose couldn’t be outside of myself.

My purpose couldn’t be a career path. It couldn’t be my purpose to be a doctor, lawyer, or business executive. My purpose couldn’t be anything that was outside of myself. What would happen if something happened to me where I could no longer do that career? Would my purpose be gone or missing? Would I be purposeless?

What I realized was that my purpose was inside of myself. My purpose was me, and my purpose was my presence. My mission was my mastery. If I just focused inwards on myself and became a version of myself that was the optimized expression of who I desired to be and how I desired to act in the world, that would be my purpose.

What I started to do at that point was create what I didn’t realize, but now I do. I started to create a brand around who I was and not what I did because social media was starting to become such a big thing at that moment. I started to realize that I could create a brand around who I was offering certain services that I had picked up along the way and offering different ways that I could be of service and offer value to others.

I built a pretty beautiful epic personal brand called Femme Genius that I still run and I still have about seventeen different online courses that I have put out through that particular brand. I have coached and mentored many women, and through that journey, I started to be asked how I did it. It was an organic journey of people asking, “How did you do it? How did you build this brand? How did you get started?”

I started teaching little pieces on that, and before I knew it, branding was my world. Helping people to step into the embodiment of the fullest expression of their brand became my world. A few years ago, Dima and I crossed paths and we were both in our fullest expression when we met each other. I was singing. I was performing. Dima saw me on stage.

We instantly connected through our fullest expression, and it didn’t come out until, over a day later, Dima asked me, “What do you do for a living?” I said, “I help women to design and refine their brands.” Dima said, “That’s what I do with influencers.” Immediately, there was a connection around how we could merge our worlds. About a month or two later, I was the brand director with Influex. Do you want to share any more about this?

Yes. I love that. In sharing your journey, what you and I had in common was that neither of us had a formal education in branding. I got to do it by serving so many others in that process and doing a little bit for myself. You got to fully embody it for yourself, which was unique and distinct because we were looking for a brand director at the time. I was like, “Wow.”

What’s so unique about Carla is that she fully embodies everything that she teaches and does for others around her brand, even to a greater degree than I ever have for myself. We started working together and brought you into a VIP experience with a client without almost any training way level. We have been doing Influex for many years for all these top influencers and way upleveled our process.

Over these past years, I have been more relaxed than ever in the branding part of the work, and our process, team, standards, and the quality of work that we do have continued to elevate. That’s the key quality of embodiment that you have brought into it. It’s such practice for yourself versus theory and then getting to bring that experience in through the clients.

You guys have a phenomenal chemistry as well. I feel like I can give it to you guys and you guys can do the show. For the people who are reading, I want you to pay close attention to what’s being said and what’s not being said. I see patterns, and I want you to see patterns in what you are going to witness. I want you to pay very close attention because what you are reading is that every time we come on here are multiple 7, 8, or 9 figures of branding wisdom. That’s what you are reading.

I don’t want you to take it by slight, even though you may not know these people. I guarantee you that you will know them and you know who they have worked with and will get into their iconic list of influencers and the people whose brands they have brought to light very shortly. Before then, I want you to pay attention to the pieces of the puzzle. I heard three Ps over and over again. I heard purpose, presence, and passion.

If you are paying attention, we always say, “Don’t come to these without a pen.” Take your pen and write those three down and we are going to talk more to them, and we are going to talk more to the phenomenal team of Influex. The mastery behind creating a brand is what we are going to dive into. The mastery of unseen brand.

My father gave me a book called The Unseen Hand a long time ago. We are going to talk about the unseen brand or the brand behind the brands. To do that, I’d like to do a little bit of a segue into the iconic list of influencers that you have worked with. Dmitriy, if you could just rattle off a couple of people that would be very well-known in the pedigree of the people that you have worked with at Influex.

There are a couple hundred and they are in virtually every industry. They are icons in virtually every industry. There are some that are so well-known by the wider market because they are influencers of influencers or personal development. There are some that are at the top of their game or in their world, but if you weren’t, let’s say, in finance, you wouldn’t know who they are.

The first one that comes to mind that almost everybody knows is Lewis Howes. We got the pleasure in 2020 of building and launching the new LewisHowes.com, doing all the branding for his podcast. Lewis Howes. That same year, Dan Lok. A couple of years before that, Joe Polish and we got to brand both him and Genius Network. We have done work for a lot of masterminds.

Ryan Deiss and Roland Frasier were both personal brand clients of ours. They started a new mastermind with Daymond John. We built RiseNationMastermind.com for them and Daymond John, and now we are behind the scenes crafting something special for Daymond as well. I could list off. There are so many.

Health and wellness and biohacking Jim Kwik and Dave Asprey.

People who are just there. They are not just icons in the industry. I would say they are innovators. They are leaders. In many cases, Dave Asprey created the world of biohacking. Joe Polish is the definition of mastermind and network in a way. It’s been such a pleasure getting to work with icons that have essentially created worlds.

I speak to that in branded like a leader, the creation of worlds. Being able to create an entire world where people inhabit that world, and then going on to create another one and having multiple intertwined universes. It’s like a multiverse. It has to be interesting working with Mad men and women on this level of massive science, innovation, design, redesign, rebranding, and branding, and coming up with these innovative ideas. You guys must be some of the richest people on the planet when it comes to internal personal development as a byproduct of working with this level of influencers.

What Dima and I continue to experience, and this is the coolest experience we have ever experienced, is that every single time that we get to work with one of these genius Mad men and women innovators just at the top of leading in their industries. We go through such a deep dive into brand extraction. It’s so deep that we sometimes even call it soul extraction, like essence extraction.

What happens is that we start to almost embody the consciousness of that person. That’s what happens to me when I extract brands. We start to notice that certain themes will show up in our lives as they are in alignment with what that particular influencer teaches. For you, you are branding and your leadership.

What we have been noticing is that stepping into another level of our leadership is being called forth by ourselves. We know it’s because of you and the way that you present yourself in our world. We are so inside of your world that life presents us opportunities to almost level up in any area of whoever we are working with. It’s an interesting experience.

You guys are like time travelers. It’s like traveling from world to world. I respect the people that you have worked with. The people that you have worked with, I have worked with Dan. Lewis, not so closely, but Joe Polish watches behind the scenes. Daymond John, we are connected through the inner city of New York, growing up hardscrabble. His mentor, Jay Abraham, mentioned him to me when I was at Redondo Beach and one of the masterminds of Jay Abraham. He’s also on this series. If you don’t know who Jay Abraham is, you are missing out.

We are doing some work now for Jay and Roland’s new book launch.

That’s what I’m talking about. I know the people who are putting the book together, too. Let me say this, too, on the outside of this, it’s a small world. We talk about the worlds within the worlds. It’s a small world and people know each other. Be careful about the curation of your brand, your relationships, your communications, and the harmony of your coexistence with other people because when you rub one wrong, it besmirches everything else.

I said Jay from Daymond, and they said, “Roland Frasier.” I know the people that are putting the book together, and they are working on launching the book. It’s a small world. This is why I always speak to people like Eric Thomas, Brian Tracy, and those who were instrumental in my upcoming. Bob Proctor and John Maxwell leadership and everything. It’s so important that you pay homage.

I had the pleasure of having Bill Schley on the show not long ago and Bill Schley is one of the original Mad men of the 1960s and 1970s in branding everything back to it melts in your mouth, not in your hands. In that spirit and in that vein, when it comes to influencers in your influences on influence, who originally influenced you?

I want to speak about who influenced me and what, from some of the lenses you shared, it’s been like to build this incredible network of relationships with all of these leaders and influencers. What you spoke to as far as relationships and reputation and how we show up to those relationships regardless of whether everything goes well or there are challenges.

How we show up to those makes the biggest difference. What I learned very early on from my first major business mentor, Yanik Silver, he had an organization called Maverick1000 that still does a major adventure entrepreneur impact group. They go to Richard Branson’s Necker Island once a year. I got to go there three times, all these adventures throughout with different icons.

Tim Ferriss is one. I got to meet John Paul DeJoria and Tony Hsieh before he passed. That hits a little emotional cord for me. Through Yanik, he opened so many doors for me. What I watched about Yanik wasn’t as much what he taught me directly, but what he taught me through his being that impacted my career so much.

Yanika is also a genius at branding. He doesn’t do branding as a service, but he creates brands and he studies brands. He has cosmic creativity about him and he journaled a lot. I learned from that. You said it. To write things down. I was journaling so much self-reflection everywhere I was going. I even got these colored pens that Yanik had and started journaling and doodling in colors and mind maps, and it got to externalize my creativity.

I got the practice. People think, “You are so creative. That must be an innate thing.” We are all innately creative, but it’s finding the practice of how to translate what’s here into the external world consistently oftentimes without anybody looking for years, and then it becomes worth looking at. There’s that piece and what you spoke to about relationships. What I watched with Yanik and the same as I watched with Joe Polish, Roland, Ryan, and the people who run these groups and masterminds is this level of integrity and contribution. Joe says, “Life gives to the giver and takes from the taker,” and it’s being a giver of value and showing.

We’re all innately creative; it’s just finding the practice of translating what’s here into the external world consistently.

Observing, listening, and seeing people’s pain and what they need, and getting people’s stories. Joe also has a book, What’s in It for Them? of having that filter. What’s in it for them? How can I add value? How can I be there for this person even if they are seemingly playing a much bigger game than me, and I don’t think I can add value?

There’s always some unique gift that we have to contribute, and then honoring relationships. There are certainly times with major influencers rarely, but it’s happened when a project hasn’t gone well. Regardless of whose fault it is or how much resources we have put into it, I have always done whatever the right thing is, even if it’s painful. There are only a couple of refunds we have ever had to do in the entire career building an agency because we do such great work and that’s been consistent.

When those have come up, it’s always been like, “Honor it. Give the refund or do something to make it right.” I’d say that if I look back, 99% of every business relationship has gone well, and the 1% who haven’t have transitioned in a way where they would say the most positive things about us regardless. That’s so important for anybody building a career, especially if they want to serve influencers because, as you said, it’s a small world. When you do great work for great people, they refer each other and you get a full client roster and you don’t even have to do a lot of marketing because the service is your marketing.

If I might speak into this a little bit as well. To circle back with what something Dima said about how Yanik Silver was his mentor and how he saw Yanik for his beingness. When we are building brands, this could be important for those of you who are out there reading. Notice when you are inspired by a certain mentor or someone in the industry, that person or that brand they have developed themselves as a brand. They are the main characters in a movie that they have created. That’s what a brand gets to be. It gets to be a character that is put into a marketplace. The reason why you might be so inspired to go work with that particular mentor is because you identify a particular part of yourself in that character of that movie.

It’s like if you were to go to the movies and watch a movie, the movie that you love the most is because you identify or relate with a certain character in that movie. Just want to give this little plug for you out there who are developing and building your brands, what character do you desire to create for yourself that allows you to become the main character of your movie that then others can see and relate to that particular way of being? Which is why Dima chose his first mentor, Yanik Silver.

We got off to an esoteric positioning and place. It is a beautiful thing because of takeaway. Pin moment for you guys. There’s been so many, but I want to remind you of a lot of the things that were said about things that weren’t said. Think about that. A lot of the points that were made were points made about points that were not made.

It wasn’t what Yanik said or did. It was his being. You said integrity and with Joe Polish’s contribution. These are intangibles, if I’m listening correctly. I hope I am. I have a trained ear from listening for so long. Active listening is one of the greatest skills that a person can have. Much better than speaking. The greatest speakers listen and the greatest producers watch and observe. I’d like to fancy myself a great student.

What I’m hearing is the intangibles are responsible for the tangible and that the visible comes from the invisible and it’s the components of what is not seen that transfer so well into what is seen in a concrete reality when we are talking about personal brand. One of the things that you said was integrity and contribution. You also said that the service is the marketing. If anybody missed that, you need to reread it. When your service is so good, it becomes the market.

You get to hold a lot more of your revenue because most people’s most common denominator when it comes to conflicts or things they need to resolve in their business would probably be around service or marketing. Customer service, the service inefficiencies, and the marketing piece to acquire what they call CAC, the Cost to Acquire a Client.

When you provide phenomenal service and you have high levels of integrity and contribution, Tony Robbins and his six human needs speak about growth and contribution. These are also intangibles. Unseen but felt and experienced. Maya Angelou said that nobody remembers what you say. A lot of this you will forget, but it’s what you feel that you will remember and that will stay with you. Hopefully, you felt some things during this episode. When the king of branding was rebranding and looked for people to see what I didn’t see because we all have blind spots and gaps and the people who think they don’t have the most.

The people who think they don’t have blind spots and don’t have gaps are besieged with them and they will become a calamity to themselves and fall victim to that which they can’t see, which sometimes becomes your ineptitude to see, which is obvious. I had to bring in some clairvoyance. I had to bring in some people with some serious third-world sight and perception, and I went to the team of influence like, “I brought it to this level and I’m phenomenal at bringing out the brand and other people, but it’s hard to get up here and perform the brain surgery on myself.” I wanted to bring in the best of the best, and when I wanted to bring in the best of the best, I went to who the best of the best go to and that’s influence.

That’s undeniable and uncontestable. I don’t think there’s any other team that even exists in your space, which is something to be said. I always talk about the ownership of a category. Being able to own a category all to yourself and not having competition because you have separated yourself and you have moved so far away that you own virtual real estate.

When it comes to the extraction of essence as Carla stated, and Dmitriy, your ability to perceive what’s not perceived and to save what hasn’t been said and to formulate the ideas and thoughts of influencers like myself included. When I give you an idea and it comes back to me so polished, it’s like, “Why didn’t I think of that?”

It’s a humble experience and I’m glad to share that experience with the cadre of people, the quality of whom you have served. Let me ask you, when it comes to the components, frameworks, and processes that you enlist, what does that even look like? How do you explain it in your world what it means to help someone, as Carla stated, and you have heard me say all the time, be the brand?

I will start with a few points and then Carla diving into a lot of the brand direction process. Shaan, you said, “Why didn’t I think of that?” The cool thing is you did think of that and we heard you say it. There’s so much brilliance that comes through you, and we experience this with our other brilliant clients as well. There’s so much brilliance that comes through you that oftentimes, your filter may not even see it because it’s organically coming through you. After all, it’s your superpower.

It’s that you are so close to your genius that you can’t even see it, but that’s why we need mirrors and we need reflection points.

You’re so close to your own genius that you can’t even see it. That’s why we need mirrors and we need reflection.

We have the same challenge for ourselves and we do it for each other. We get to take what you say and then we filter off like, “Okay, cool.” Our practice is execution, like, “Now, how do we take this,” and executing something unique and different around it. One of the key components there is that we have got A players in their craft.

A copy director whose life is messaging for leaders and influencers. Designers, artists, and design director who that is their world. They have been doing this for our clients for the better part of a decade. A big part of it has been assembling this team of A players and letting them keep doing the work and then work with each other to collaborate because there’s no one person that can do what we do.

That’s where a lot of us can get lost sometimes in setting expectations for ourselves of being superhuman in all these areas, especially when we are high performers. The best results collectively in building something great come from assembling a team of superheroes. That’s something that we have had the pleasure and privilege of doing. Superhero clients and superhero team members hold that standard.

As far as the process, it’s bringing those superheroes into the right areas and letting them work their magic and craft. While we have an overarching process, let’s say it’s like three phases essence extraction, essence expression, and expert execution. In essence extraction, that’s the extraction of the brand, the essence of the person. We now use the term color-created signature soul brands like diving deep into their soul and bringing that out as well as their audience and the essence of their audience and who they serve and building the bridge between those two.

Understand that deeply first before we jump into essence expression, which is a design and messaging phase. Expert execution, which is development and building things out. That’s part of what makes us a category of one because you go to most people who say, “I want a website.” The first thing they start asking about is, “What pages do you want? What CMS? Are we going to build this on WordPress?”

They will start asking you about what fonts, colors, and photos to use, and we are like, “That’s our job to get the person so deeply that they don’t have to make those decisions.” It’s that essence extraction phase that is so key in that then allows A players to do great execution. People see the result, but behind the scenes is the magic.

Carla, you have stepped in even though it’s a journey of a process that you sit with. You say that you can get somebody’s brand in a day sometimes and as literally as a couple of hours. We’d love for you to share some of your unique magic around that. We talked about creating worlds and you go into people’s brand world, which has been new for us.

I have a tagline, “Your purpose is your presence. Your mission is your mastery. You are the designer of your destiny and the birther of worlds.” I believe that every one of us has this multiverse of worlds inside of ourselves. I call them a constellation or a star system. When I am with a client, it is like I want to go through a four-step process.

INFLUEX: Your purpose is your presence. Your mission is your mastery. You are the designer of your destiny and the birther of worlds.

The first step is called the discovery phase. The discovery phase, which we also call essence extraction, is the phase where, as someone holding someone in a branding process, I want to become what I like to call as clear as a mirror as possible. What that means is that I can take Carla and her identity, all of the things that Carla loves, biases that Carla has, and even the ego that is Carla and I can have her take a bit of a backseat.

I show up as clearly as possible to listen. As a mirror or reflection point for our clients, I’m there to simply be as clear of a listener as possible. If you are out there and you have a friend who could do this for you, you could ask your friend to listen to you. “I’m trying to extract a certain part of myself. I’m trying to get to what my key brand words are. Could you listen and reflect to me what you hear?” As Dima said, Shaan, you are so close to your genius and you are the king of branding. When you come to us, we are not doing anything but simply listening to your genius and getting as crystal clear as we can to extract the purity of your genius.

For me, this discovery phase is about stepping back so that I can become you or I can become someone else. That’s an interesting strategy as a brand strategist and a brand director, as I know that I can become a shapeshifter. I don’t need to be this identity. I can step into someone else’s world for a moment and fully embody and live in their world in my imagination.

As I live in that world in my imagination, I can start to understand your world so much more. I can start to understand what it would be like to grow up in the inner city of New York. Even though I didn’t have that lived experience, I wouldn’t assume that I would know every part of that. There are certain pieces that I can understand and relate to simply by allowing myself to listen to what you are saying. That’s the discovery phase.

We go into another phase, and that second phase is called the defining phase. At this point, we are getting out of more that esoteric meta, like starting to understand your world and get to know you. We start to now give it as a character. We start to choose and be intentional about how we desire to position ourselves based on that essence, who you are, your world, and the world you have inside you.

Now, we start to give it words. We start to give it certain colors, life, and aesthetics. We start to become intentional about how do we want to bring this person’s inner world into their outer world. From there, there are so many pieces to this, but I will give it a short overview. We go into the third phase, which is what we call the design phase.

At this phase, we are taking all of that essence that we have moved into intentional defining, which we now have words and aesthetics. We have colors and motifs. We have an idea of how to bring your inner world to position you and be seen by the outer world in the way that we desire for you to be perceived as who you truly are.

We move into the third phase and we give it life. This is when I start to talk to our artists and I’m letting our artists know, “Here’s the colors, the aesthetics, the mood board, and the vibe.” Here’s everything about this person’s inner world and here’s how we desire to create a perceived character of them in the marketplace. Go do that.”

You call that signature style, and then the messaging version of that is messaging manifesto and collectively being the iconic identity.

At this design phase, we start to create what Dima is referring to as our signature style, which is all of the aesthetics. We designed the logo in this phase. We designed the header of the homepage because now we understand how we want to position you based on the messaging and the branding. We are working closely with our artists so that we can bring that to life to develop the branding and the messaging for social media and the websites. The branding and the messaging for your 24-hour, 7-day-a-week digital footprint on the internet. That phase is the design phase, and then we are working with our clients closely to get feedback.

You are in this phase right now, Shaan, as we are consistently working with you. We are emailing back and forth. We are getting your feedback, your voice, and your eyes back on it, so that then we can finally move into the fourth stage of this process, which is called the refinement phase. The phrase has to do with how we have gotten the feedback. We have collectively co-created with you.

We have gone through all these stages in-depth and now have a masterpiece. A world-class website and a digital expression of who you are from on the internet positioned in the perfect way that is a representation of who you are and what you stand for, and so we go from discover to define, to design, to refine, and to a masterpiece.

That refine phase continues. The idea is that it becomes lifelong because even though your brand has come from the depth of who you are, you don’t have to go back through discover, define, and design. In some ways, you keep revisiting those because as you evolve and refine, if you keep refining, it makes it so you don’t have to reinvent.

That’s something important to mention that I believe that we are, and I believe you guys do too, that we are always constantly evolving. We are always stepping into the next level of ourselves. We are always reemerging and rebirthing ourselves into the next expression of our world. Once we can go through this discover, define, and design phase, those three phases, then you can always stay in that refinement stage where instead of having to go back through all of those three stages, you get to stay in that refinement stage and keep refining.

Every time you level up, every time you evolve, or every time there’s a new offering from you that comes out to the world, that’s a refinement. You can keep building instead of burning everything down and then starting from scratch again. It’s a consistent and always evolutionary process, which gets to be your brand.

I wanted you to go ahead and lean into it and give it all of the expression that it needed because I believe that this is like a clarity clinic and people need a clarity clinic when it comes to branding. I was speaking with Bill Schley and he said, “We need to rebrand branding because they don’t understand what branding is.” I said, “I agree with you.”

We are on that mission with you. We are right here alongside you.

I get it 100%. It’s so good to have such great co-partnerships, alignments, and people inside of this. There’s so much that came to my mind at the beginning with what Dmitriy said about assembling a team. The word that came to me right after that is Justice League. You are creating a band of superheroes and people who are going to do justice to the clients that come before you.

You couldn’t do it yourself. I couldn’t do it myself. I have phenomenal people on the back end. Tyrus Frederick Jr. is our sole extractor when it comes to branding and it puts their brand out and they are doing all of the internal work while people like me and Dmitriy are being the hunters. We are the visionary. There are so many implementers and integrators on the back end that it would be impossible without them.

I heard a lot and I heard so much. I hope everybody is getting this. You are probably going to want to watch this a couple of times. I know I am. Let me tell you what I’m going to do. I’m going to go back and I’m going to dissect this over and over again because there are so many things that you are not going to get. As I’m writing, there are things that I know I’m not getting. If you are going to want to come back to this again and revisit it, and every time you come back, you evolve yourself. Let me tell you a story. Les Brown told me, “Never tell a story without a point and never make a point without telling a story.” Here is the point and the story.

I used to wonder why people read things over and over again. Why do you read the same book over and over again? I have had people say, “I have ordered the same book five times,” and didn’t even realize I was ordering the same book. Every time I read it, I saw something different. I wondered why this is and I dug into it.

What I have come to realize is it’s not that the book changes when you read it, it’s that you have changed as the reader when you see the same thing before. The same thing that you read before at 14 or 24 will not mean the same thing to you at 34 and 44, and it’s not the words that have changed, it’s not the book that has changed, and it’s not the world that has changed. It is you that has changed. That brings me to what Dmitriy said about evolving and evolution because you continue to level up.

People who put out so much personal and professional development were the highest consumers of it. We are the highest consumers of it. There was something else you said or the point you made about the ongoing refinement, and I know with my brand and the website that’s coming. It’s an ecosystem and the whole planet that is Shaan Rais in the home site as I evolved because you guys know, I have brought you a couple of different programs while we have been doing the process. I’m like, “I got this new service, so we got to put that in there. I got this new idea. We got to put that in there.” As that goes on, there’s a conscious creative compatibility.

There’s a conscious creative compatibility of collaboration that you want to be able to find, and you will find it within yourself. When you find it within yourself, you will be able to see that yourself in others and be able to relate to that point. Honestly, I don’t know how long we have been going, but we could probably do this for the next 24 hours.

We are very aligned and very comfortable and it feels like we just started. We feel like we haven’t been going and it pains me to say that I have got to pay some bills. We got to pay some bills. This might be the last segment. Make sure you get your notebooks out and make sure you get ready because we are going to give contact information. We are going to have some last principles. This might feel like the last supper.

I am humbled by the presence of some phenomenal, in Bill Schley’s words, brand titans. People who are phenomenal giants in branding, and that is none other than Influex. I hope that you guys have enjoyed yourself for the last three segments. I guarantee you that this is going to be one of the best. We took a break at the moment on the back end, and when we came back in, I said, “We are like kids in the brand world because we are having fun.” It’s innocent. Just so everybody is aware, I say this over and over again, but I don’t think people get it sometimes. They say, “It’s so perfect. It had to be scripted.” Authentic brands don’t need a script. We are always ready. We wake up ready.

I did an alien call before at 4:00 in the morning for leaders who are a little bit out of this world. This was because I wanted people to show up in their authentic raw expression and their raw selves. How much more genuine can you be at 4:00 in the morning? We wake up like this. A little quirky, obsessed, and passionate about branding.

Not just branding ourselves but branding you as the audience. Let me give this to the people who are reading. Dmitriy, somebody is reading this. They are 14 to 21, and they have these great and phenomenal ideas about what the world needs now and how they can create or impart their passion, purpose, character, gift, and talent into the world, but they don’t have the means or the resources. What is your advice to them?

That’s the exact age when I got into entrepreneurship. Two things. One is there’s always a way to serve and keep leveling up that service, even if it’s not when you start the thing that you are most passionate about, but there’s always some skill you have that you can start giving in exchange for money. Through the cultivation of that service and that gift, you will learn ways to keep building and growing that business. That can be a wide range of areas because even though what I do now is run Influex, in high school, I did all sorts of things on the side. I had a snow shoveling business. I worked side gigs as a personal assistant. I did all sorts of things and I was learning a lot throughout all of that.

That said, even through all the side businesses and services, I was constantly getting in touch with what I wanted to do and holding a vision for my life. My greatest advice is to hold a vision for your life and stay committed to that vision. It doesn’t matter how long it takes you to get there. We will talk about Steve Jobs at the very end here, and Steve Jobs talks about trust. Dots will connect looking forward because they will look backward, but you have to trust that they will look forward and always have the courage to follow your heart and intuition because they already know what you want to become.

Hold a vision for your life and stay committed to that vision. It doesn’t matter how long it takes you to get there. Just trust that.

Trust that, keep showing up, and do your best at what’s in front of you. When I first started building websites at 22, I thought, “I don’t want a job when I graduate college. I want to do my thing in my business.” I know that web designers are a dime a dozen and I’m not even a real web designer. I built stuff on WordPress and I have hacked my way through how to do this, but I’m going to make these $500 to $1,000 websites on the side until I figure out what I want to do.

Over a decade later, this is what I want to do and I found my craft in it. It wasn’t because I was passionate about building websites or even knowing what branding was, but I was passionate about self-expression. I was passionate about connection and deeply getting to know people. I was so passionate about learning and personal development. I was so passionate about business. As we talked about on this show, I got to bring in all of those passions by working with the business leaders or the personal development leaders having this branding and web design agency be my school as Lewis Howes has his podcast as a school of greatness. This has been my school of greatness.

I got to bring in this passion for my own and others’ self-expression and build what we call a beautifully expressed world through the service-based business of Influex as a branding agency. If I look backward, the dots are all connected, but if I look at 22-year-old Dima senior year, figuring out, “How do I graduate and, unlike my peers, not try to go get a job? I don’t know what business to build to support myself. Let me do these website gigs on the side.”

The last thing I imagined was that several years later, we’d have the number one branding and web design agency for industry icons. That was the direction I was going. I thought it was a bridge to something else. I did other businesses along the side and this has turned out through that discovery process to be the fullest expression of my purpose to date.

That was a bible of branding right there. For you reading this, if you think you don’t have the means, become the means. You are the means. Sometimes we slip, trip, and fall over our purpose. I tell people all the time I had a seat outside of the principal’s office for speaking. In kindergarten, I was given that seat for leadership and leading people. They said, “Stay away from Shaan. Don’t sit next to Shaan because he is going to lead you into doing something and he’s not going to stop talking.” I found my purpose very early. The teachers found it for me, but that’s what you said. You said to hold a vision for what you want to do and have faith.

I talk about faith in The 7 Prerequisites to Success as being a higher component of belief because there’s something that you believe, but you can be talked out of what you believe. You can be shown other than what you believe, but faith is that intangible obsession that you will not let go of. If you don’t believe it, guys, try to talk somebody out of their religion. Carla, let me come to you. A young lady, seventeen years old, has a child, doesn’t have the means, and doesn’t know what her next step is, but she has a great passion and a heart to serve people and wants to see some change not only in her life but in the lives of others. What is your advice to her?

Thank you for this question. As Dima spoke about having the vision and holding the vision, something that I discovered at an early age and that I dedicated primarily to my full twenties was the invitation to myself. There’s no better way to put this than to say, “Allow the flow of the universe to move through me.” Allow for myself to be almost an instrument of life.

When I went on that long journey that I discovered or that I talked about around my discovery process of my purpose being my presence, I didn’t necessarily hold any like, “This is what I want to do and this is what I want to be.” I was simply allowing life to use me as its instrument to put me in the right places at the right time to have that be my discovery process.

To go into what you are describing is, yes, this faith. This absolute faith and trust that I would be put into the exact circumstances, experiences, and life moments that would allow me to be of the greatest beneficial presence to life that I could be. I spent most of my twenties doing that. I believe that I did that almost as revolting against the system of being like, “I don’t want to go on that trajectory that was created for me to create some 9:00 to 5:00 job that I go from point A to point B to point C riding the corporate ladder up to the top. That, to me, felt like a terrible future.

I would say, for those of you out there who are seventeen young women and men who are not 100% sure what you want to do with the rest of your life, what would it look like to show up in the knowingness that whatever is made for you will become yours. Whatever you are meant for and made for will become yours without a shadow of a doubt with complete faith, certainty and trust that life will present to you the right circumstances for you to position yourself into who you are.

The work that you can do is work on yourself. Work on yourself through personal development. Work on yourself through mindset development. Work on yourself by learning different strategies to become the best version of yourself, and what would it look like, then allow life to put you in the right places where you trust. Whenever you get that little spark of inspiration, lean in and keep leaning in, and then lean back. Let the universe take you to the next destination point. The next moment you get that spark of inspiration, lean in. We don’t always have to know, but what we can have is complete trust, faith, and certainty that whatever is made for us will be ours.

Have complete trust, faith, and certainty that whatever is made for us will be ours.

That was my social justice. We had to have a social justice segue. I try to do that because so many people come from where we come from. A disenfranchised background. I like to talk about disenfranchisement. How do we come from underserved to over-servicing? Overservicing from the underserved. A lot of times, it’s us who have had the gaps that feel the most fulfilled when fulfilling the gaps of others.

It’s very important that I want people to get that. I want people to get that selflessness and that selfless service that keeps popping up throughout our segments. I want everybody to get the selflessness, the service, and the obedience to the service and the calling, purpose, passion, presence, and all of these things. The alignment here has been phenomenal. I am honored and feel privileged to be able to bring you to an audience that may not know who you are and make that shift and introduction.

I also want to make this point for those of you who are at a certain point where you are trying to break through, you feel like you are trying to break through, or you haven’t broken through. You got something to prove or you feel like you do. You need to be in a certain way. I want you to understand that the people at the top don’t compete. We don’t compete. We collaborate.

We collaborate and compete with ourselves. The constant self-improvement.

Eric Thomas’ last book, he says, “You owe you.” I like to say it’s you versus you. I agree with them 1,000%. You do owe yourself, but at the same time, it’s you versus you, not you versus anyone else. I like to show that and edify that when I bring other people in the same vertical onto this segment and show them instead of telling them that the people at the top are collaborating and cooperating. Not dividing and not trying to conquer one another but trying to conquer ourselves and then show up to collaboration as a better version of ourselves.

I want to say that I have had such a phenomenal experience going through the Influex process of self-discovery, branding, and rebranding, and bringing to the world this next vision. I can’t wait to put it all together and compile it as somewhat of a motion picture or some segue and production for people to see what it looks like from someone who is heralded as the king of branding. They could see what the intricate details and the internal processes look like to excavate and bring out another vision or another evolution in the process, and show them what it looks like because I know what it’s like not to have.

I know what it’s like not to have access and feel locked out of an opportunity without it, because you don’t have the opportunity, but still being worthy of it and having to wait. I know what that feels like. With my service, I try to create the bridge between personal and professional development as well as high-level education, but also between the haves and the have-nots so they can see what it looks like.

I am thankful. I feel honored and privileged to have you on here and share, break bread on branding, and have this time together. It’s greatly transformational. I feel like we need to do this again. I feel like we need to come on and do the website launch and the makings of the brand and the background. Makings of the Shaan Rais brand. I’m sure they would love it.

That would be behind the brand.

Scenes behind the brand. I don’t want to ask you this question. I want to ask you the question that I haven’t asked you that you want to give to the people. What is the question that I haven’t asked you that you want to give to the readers?

What is a brand to us? Brand means something different to all of us and we have been putting language around this after decades of doing this that is finally crystallized. You said the word and the word was bridge. We believe your brand is the bridge between who you are and who you serve. Your brand is the bridge between the soul of who you are and your service.

Your brand is the bridge between your essence, who you are on the inside, and your expression, how you bring that to the world. Therefore, your brand is the bridge between your expression and your influence. That’s what Influex stands for. It’s influence and expression because we all want greater impact, influence, and income. We get that through the fullest expression of our essence. What is a brand? To us, your brand is the bridge between that inner world that you have within you and the outer world with whom you want to share your gifts.

I don’t think I could have said that better myself. I like to consider myself a wordsmith. I know you said that you consider yourself a wordsmith, too. You said something that you were going to give to the people that hasn’t been given to the people yet. Before we ended, you said you had some spoken word. Let’s make this point. This entire show has been harmonious. I don’t know if they felt it. I hope they have. It’s been poetic. It’s harmonious. I hope it’s creating the right vibration for you who’s reading this. Dmitriy is going to take us out of here with some spoken word. What does that look like? Let us know.

This will be a wrap-up. I want to say right before I wrap up that Carla and I are both artists. I’m a spoken word artist. Carla is a musician, DJ, singer, rapper, and producer, and now we are starting to work together in co-creating music together. What we didn’t mention at the beginning of this episode is that we are partners in life, business, love, and music. We get to have it all.

We have each had the exact journeys we have had to be able to get to a place where we get to build the kingdom together and experience it all together. We wanted to share that, so that’s clear. As I go into the spoken workpiece, there’s an essence in this that you asked about the kids. If there’s anything that I want the kids, especially those who have had more of a challenge in or disadvantaged childhood, to know is that you are stronger for what you have been through.

You will have more and you already have more within you for what you haven’t had. Those who grew up with more, not in all cases, but oftentimes grew up with less challenge and less adversity. It’s the challenge and adversity that you have gone through that’s going to have you more ready to live your purpose, to build the life of your dreams, to serve the world, to serve your family, and to get yourself what you deserve in life, which is up to you. Not the cards you were dealt but how you play them because you have learned to play them better because of what you have been through and what you have seen.

Going into the spoken word piece. When I was a kid, one of my biggest heroes was Eminem and it got me through a lot. When I was in my twenties, one of my biggest heroes was Steve Jobs and then Richard Branson. I’d say that Steve Jobs influenced me a lot for me. There’s a 2005 commencement speech that Steve Jobs had at Stanford University that I often like to quote. This is like if we took that 15-minute commencement speech, boiled it down into 90 seconds, and had Eminem write it and spit it. This is that piece. It’s called Stay Hungry, Stay Foolish.

Take a deep breath with me. You never know the last breath you will take. Face death every day because, in the face of death, everything falls away, leaving only what is truly important to you. Your music, your story, your truth, your beauty, and your soul. What you do as unity forms within you and your music is pouring from you until every last bit of your fuel and your courage is used.

Even when it feels like your hustle has been useless, remember that nothing is useless and there’s a reason that you have been suffering through this because it moves you to remember the truth that you have nothing to lose and nothing to prove. Do what you love and love what you do. Have fun at it, too. Trust in your music. Give up your excuses. Stay hungry and stay foolish.

I love music. I grew up in Harlem with an adoration for the microphone. Hip-hop is everything. It’s always has been. There’s been a lot of changes that need to be worked through. I appreciate the old and the new, and I appreciate what you said. That’s everything and that’s why we do this. Thank you, Dmitriy. Thank you very much for being vulnerable, being hungry, and being true to your soul’s expression. Carla, as well. The work that you guys do at the Influex is a phenomenon and you brought so many influencers, myself included, to more wide and robust audiences. I got people much more attention and I’m grateful for it. I’m grateful for the success of Lewis Howes, Dan Loks, and Jim Kwiks.

I’m grateful for their success because their success allows our success and our success will allow the next generation to succeed. Thank you, guys. If you are reading this, drop a like on it. Subscribe to this because this is where you are going to get this passion, energy, and vulnerable, transparent, and raw expression of your best, ideal, authentic, truth, and self. This has been another addition. I’m so happy to bring to you the show where you brand you and not what you do. Thank you and let’s grow.

IMPORTANT LINKS

Brand Titans – The Original Mad Men Of Marketing From Madison

Brand Titans – The Original Mad Men Of Marketing From Madison

I am someone who makes the recipe, and I eat my own food. I always talk about coaching, consulting, and how badly it’s needed, as well as how badly it’s needed that you become a student of the game that you’re playing. You have to know your history because if you don’t know your history, you don’t know where you are, and you can’t set a trajectory for where you want to go.

As I am a student and a proponent of branding, it is only right that I bring who I would consider to be the Godfather of Branding. He’s one of the phenomenal leaders of the branding industry all the way back to the ‘60s and before when branding originated. We have Bill Schley with us, who is the Founder of BrandTeamSix and who worked with the original Mad Men of Marketing from Madison Ave before branding was even a thing. Bill, let me take this moment to thank you. Thank you for being worthy, first, for being a student of your own craft, a master of your own craft, and for being humble enough to grace our readers with your presence.

It’s an honor to be on your show. I would bow and genuflect, but I’m already on the floor after that intro. I’m already down. Thank you very much. That’s great. I want to correct one thing. I am not from the ‘60s. The people I worked for, the guys that I followed around and taught us the forgotten secrets of the greatest branders of all times, the people who created more number-one household names than anybody in history. I followed them around. They were from that. I was a little kid cub cop copyrighter, but I got to write it all down and practice it afterward. I want to be clear on that. I’m not 90 years old. I’m a little bit younger than that.

Tell us a little bit about your history with the Mad Men in Madison Ave. What did that look like? What was that like?

The legendary avenue was called Madison Ave. It’s where all the agency sprang up back in the 1930s, 1940s, and 1950s. They were all in that place, but by the time I got there, they were in other parts of town. Some were downtown. We were in Time Square, of all places, at 1515 Broadway, a place called Ted Bates Advertising.

Even though they’re not the most famous like Ogilvy, Bates, in its day, sold more products, and I mean everything from toothpaste to Wonder Bread to M&M’s candies to Prudential, “Get a piece of the rock,” to everything you could imagine. They sold more than all the other agencies combined. They did that because their chairman was this great copywriter named Rosser Reeves. He wrote the book that was our Bible there.

He invented something called the USP, the Unique Selling Proposition, and they drilled that into us at Bates, so we got there. They looked at it scientifically and artistically and said, “How do we get people? How do we penetrate minds? How do we stay there?” They started doing all the famous taglines. People still remember. If I say, “M&M’s melts,” people will finish it. “It melts in your mouth, not in your hand.” That’s from several years ago.

People say, “Wonder Bread builds strong bodies.” They have all the great, long-lasting forever lines in brands. They did cigarettes in those days, but that’s where it came from. They believe that people remember one thing. You can give them 2,000 bits of information, but afterward, if you ask them about what they heard, they’ll tell you one thing. They figured, find that one thing and make that the most important thing in your commercial or your advertisement, and that’s how you penetrate minds.

You think of the great taglines. Prudential, “Get a piece of the rock.” Where that came from was Prudential was the first mutual insurance company, which meant all the insurance customers were also shareholders which is called mutual Insurance, so they said, “Get a piece of the rock.” The rock was the Rock of Gibraltar, but those famous taglines are stuck in your head. That’s all came out of Ted Bates. All from Rosser Reeves. That’s what we learned.

If I didn’t tell you before to get your pens, get your pens. We do things very organically over here, so there’s been no prep, routine, practicing, or scripting behind here because this man is a river that flows with information and knowledge that you need to have. Make sure that you copy it down as much as you possibly can.

When I met Shaan, I said, “This guy’s a branding god. I better be on his show. There’s no preparation for a god’s show.” Anyway, here we are. I know it’s going to be fun. What I would like to tell people what happened is after all that, we got into the digital marketing age. Digital marketing is a revolution and phenomenal. It does all the things that we see it does. It lets things go viral, and you can start a business with nothing and put your ads up on Facebook.

The problem with that was the truth of branding. The way we described it isn’t what they say it is because it’s not about just page views. It’s about a difference that only you can stand for. What I say is technology changes every day, but the truth never does. The truth of branding is that a brand is not logos, color palettes, signage, mood boards, and spirit animals that some people will say it is. All those things come later, but the brand that Shaan and I talk about is a difference attached to your name.

Technology changes every day, but the truth never does.

With that difference, you stand out from every other competitor. It can be the difference between life and death or success and failure for your business. You need that brand if you want to succeed, but it does magical things. It always did, and it still does, but the digital marketers do not give you that. No algorithm can give you that. It comes from your heart, your soul, and the vision of you as a founder. What you want to accomplish becomes your brand, and that’s what we turn into words that we make memorable. That’s the truth.

We make magic.

I’ve seen magic. I’ve seen 3-person companies be sold for 4 years later for $150 million. The difference was they came out with a difference that people decided they wanted this and that. No lie. It can do that.

I have the phenomenal honor and privilege of having one of the original Mad Men of Madison Ave with me talking about branding, branding you, branding your business, and making the idea the difference into one idea that’s a difference attached to your name. We were talking about four men who came together and created a difference that everybody wanted, then turned around and sold their company for $150 million. Can you tell us a little bit more about that, Bill?

I can. I’ve been an entrepreneur my whole life, like Shaan and a lot of people reading. I had left Ted Bates to go off into the world and become an entrepreneur. I did different kinds of things and had some successes and failures like a lot of entrepreneurs do. What happened is, in the late 1999s, Bill Gates of Microsoft made a speech where he said, “The banks are dinosaurs. We’re going to take over with technology.”

The next day, every banker in America went bananas. They decided, “We’ve got to have technology. We’ve got to do this.” They didn’t even know what it was. Remember, they didn’t have cell phones then. The internet was there but it was phone dial-up. It wasn’t anything like it is now but the banks went crazy, “We have to have software.” They didn’t know what it was.

What they decided was, they wanted to give you software that lets you bank at home and do some banking at home. There were two giant programs. Quicken, at that time, was a huge company and also Microsoft Money. These were the two software you could bank at home on your own PC. You could balance your checkbook. It wasn’t even connected yet.

We went into that. These three guys went in, and I came in to help them to this market. They were going to raise money from investors because they wanted to make this easy. The banks wanted it to be easy so the customers would do it because we knew they knew that no one would do anything complicated. Quicken and Microsoft Money had a manual that was 2 inches thick. They knew that 80% of people don’t even balance their checkbook.

Who was going to even use home banking like that? We created the easiest home banking software there was and I helped them do it. I did not do the software but I was going to help them market it because I was a Ted Bates guy. We figured the banks were all going to buy this thing. We went out to try to get it. We couldn’t get one meeting. Not a single at a bank or any place because big banks did not want to do business with five guys in a taxi.

We learned that the hard way. They like to work with other big institutions and big companies. We came back. We couldn’t get a single meeting until we did this one thing. We came up with an idea of a difference and then we turned it into a few short phrases that everybody could remember and repeat, which are the taglines. Here’s what we did. Remember, it had to be the easiest.

We called the software Home ATM. There’s a name that evokes an image, Home ATM. Everybody got that, then we said, “It’s so easy to use. It doesn’t even have a manual.” Remember those 2-inch manuals? That’s how easy we made it to use. We tweaked it so that on the screen, it looked like they were ATM machines.

We said to each Banker, “Now you can have an ATM in every home. If you know how to use an ATM, you’re already an expert in our software.” I call them micro-scripts, little scripts that we can remember. Microsoft and Quicken were saying, “This is easy.” People didn’t even take it out of the shrink wrap. We started to go to conferences and meet some bankers. We said, “We’ve got something called Home ATM.” They immediately looked up.

They immediately said, “What’s that?” They already got an image, then we said, “It’s so easy. It doesn’t even have a manual.” We said, “Do you know how to use an ATM?” “Yes.” “You’re an expert in our software.” The last thing we said was, “Now you can have an ATM in every home.” They said, “When can you come to see us? When can you come to see my boss?” We never didn’t get a meeting again. Now, what’s the power of four sentences on a piece of paper? The cost of one big pen used to be $0.19. I don’t know if you remember. They always leaked in your pocket.

4 lines, 4 micro-scripts, the name, and those tag lines. We grew, and four years later, that company was sold to a New York Stock Exchange company for $170 million. We got a nice bonus for that, but I didn’t become rich from that. I realized from that moment on that I was going to do this as a consultant because every company needed this. That’s when I started my consultancy and my agency. That was about the 2000s when we were built. That’s the story, but it all came from Home ATM if you can see the power of that.

I bet you, everybody on this show is going to remember that. If I asked you a month from now, “Home ATM is like having an ATM in your home,” because that’s the power. One more thing, everybody says a brand is a story, and it is. The power of a story is that you can tell someone a story, and ten years later, they’ll repeat it word for word, but now you need to be able to tell your story in a sentence or less. How’s that one, everybody? That’s what we did in those micro-scripts. We gave it that name. We could tell that story in a couple of sentences, then they could tell their boss. That’s the power. That’s what the Mad Men taught us to do.

Let me give the reader a little bit of a psychological background and you as well, Bill. Let me tell you why I recognized you as soon as I saw your work. We’ve been known for Branding You, Brand You, not what you do, and go from bland to industry-leading brand and go from crickets to digits in the midst of the pandemic.

These are the things that we’re known for helping leaders become brands so they can make their yearly income monthly, their monthly income weekly, and their weekly income daily. These things didn’t stick. As the originator and the creator, you never know what’s going to hit and resonate with your ideal client until you hear them say it back to you. That’s when I began to hone in and lock certain things like, “This sticks.”

I remember one time I wrote a post on Facebook, and I said, “We went from crickets to digits.” A woman said in the background, she commented. She said, “The brother said crickets to digits, I’m dead.” That’s when I knew I had something, so I kept it, and I stuck it. One thing that I read in this book of yours, The Micro-Script Rulesis where you said you tell a story in 2 words or in 1 sentence. It’s not what people hear. It’s what they back to you, what they repeat. Tell us a little bit more about that and the psychology behind that. How does that work?

My first book on branding was called Why Johnny Can’t Brand: Rediscovering the Lost Art of the Big Idea. That was the first book on branding that I wrote. I procrastinated for years because I had a lot of friends in the business. I couldn’t just write a vanity book. They’d all call me up and laugh at me. I wanted to say something, so I procrastinated so much writing that first branding book. I wrote a book on weightlifting instead. It’s a whole funny story. That’s how much I procrastinated, and it became a bestseller, believe it or not. The good thing about that was it taught me how to write a book.

Anything you ever do with passion, energy, and effort, anything that takes a little risk or you are a little scared to do, but you do it anyway. There’s never a wasted moment in your life. You might not know how it’s going to come back and affect your life, but it will. You learn and teach yourself just by getting in motion. That’s getting in different but getting up and moving.

Brand Building: Anything you ever do with passion, energy, and effort takes a little risk, but you do it anyway.

I wrote a book, and it turned out it taught me how to write a book. That was good, but there was a missing piece. The missing piece was when the guys would come up with these great positions for a company. There was one last thing they did, and I didn’t describe it well enough in my first book, even though I wrote about taglines. I realized that those taglines were little micro-scripts. They were little phrases, 1 sentence, and sometimes 2 sentences that people would remember and repeat and tell stories to others using that and realize that’s what they were doing.

They were making these little tiny scripts for you to say and to think, by the way. When people think about your brand, first, they have a need. That’s called a category need. “I cut my foot. I need a Band-Aid,” then they decide which brand to buy. That little voice will tell them that story in their head. That’s how it works. In 2008, I wrote a whole book about that because we’re so critical. The thing about the little micro-script, even though it was about taglines and micro-scripts, was that was important because if you could make your position so sharp, it meant that you had done everything else right. You need to position yourself.

One of the big laws that we have in doing this is the sharper you focus, the narrower you focus, the wider and more penetrating your message will go. That’s another huge branding lesson. You will see so many people and the readers have done it themselves, “I’ve got ten great things. I want to say them all. What if I don’t say feature number eight, and I miss that customer?” You realize when you say ten things, you don’t have one thing.

What happens is when you focus everything on that big idea, and you become the gold medal winner in one thing. People only remember the gold medal winner. They only remember the winner of the Miss America pageant or the golf tournament. They don’t remember anything else, but when you are remembered for that one thing, then they will attribute all those other things to you because now you like, “This company’s the champion of this. That means they must be awfully darn good at a lot of other things. They must be the most popular. They must give good service and have a great product if they can be the top company in this thing.”

That’s the hardest choice you can make in branding because no one wants to choose. That’s why good companies don’t have good brands. They’re afraid to choose. Branding is about sacrificing all those little things once you find that big thing, but it’s a scary thing to do. What I do now and a little plug for my course called the Brand Titans Master Program, the biggest thing is showing you how to choose that one thing because it’s there. We know how to find it. The hardest thing is showing you how to choose and not to be afraid to choose. The test that we use to know that we’ve chosen the best one, so now we can go out with confidence and say, “Gerber baby food. Remember, babies are our business.” They were the specialists, but that’s how it all works.

When I picked this up, that meant it was a pen moment.

There’s a lot of them.

There were a lot of pen moments. Reread this because what you’re learning here is the Bible.

People have to know how simple this is, how common sense this is, and how good their instincts are. People have to know when some of these agencies come in, I’ve been to meetings, and they always have the creative direct addressed all in black with a black turtleneck, a black tie, and a black everything. They’re showing you how complicated branding is. It’s not. It’s a difference attached to your name. Don’t let them fool you, but it’s a very special difference. We talk about that. It’s got five ingredients. This is what we learned at Ted Bates.

We’re going to call you the Godfather of Branding. I had the phenomenal Godfather of Marketing, Jay Abraham, before. I know you’re very familiar with him and I’m sure he’s very familiar with your work as well. We were about to get into the dominant selling idea. What were those five components you’re about to give us?

By the way, I’m honored to be in any place with Jay Abraham as a guest because he is a godfather. If you’re going to make a difference, it’s great. We used to say to people, “What’s the difference?” People say, “I know a difference is,” but you have to know the difference the way the Brand Titans. I call those Mad Men the Brand Titans. They were the ones that created the greatest brands of all time. The way they thought of how a difference worked.

Rosser Reeves, the original guy, invented something in his book, by the way, called the USP, Unique Selling Proposition. A lot of people have heard of that. He was saying there, “Find that one big thing and put all your wood behind that arrow. Make that the spearhead.” You never do a message marketing or branding message without making sure that USP is front and center. You want people to take that away.

The thing with the USP was I wanted to teach this and show this to the people. Also, I wanted to figure out how to make it work myself because I went out in the world to do this. We called it USP. We changed the name a little bit. We called it a dominant selling idea so that I could break it into five parts and tell others about it, but it’s a USP at heart.

What it says is that if you want that big idea, there’s a test. You’ll know you found it. The first ingredient is called superlative. You have to say you’re the best at something. It has to be something that other people aren’t saying necessarily but something you’re the best at. No one ever went out to buy the 2nd, 3rd, or 4th best thing if they could afford it. If you’ve got a need, you want to go to the best.

No one ever wants to buy from the second or third best. If they can afford it, they will always buy from the best one.

In our psychology, everybody loves the number one in anything. Say your brand is number one in something. If someone has other competitors, maybe they’ve been in business for longer, and they stand for the number one thing in the marketplace, you don’t want to go and try to stand for the same number one thing. You adjust a little left to the right and you can find your own category to be number one and it’s done every single day.

That’s one thing that we explain. It’s so much easier than you think, even though it sounds difficult. First of all, that idea has to be something I can say, “We’re the best in this.” It’s superlative. The next thing has to be important to people. My favorite thing is you can say, “We have the biggest selection of brown ties in New York.” That’s great, but nobody wants a brown tie. You find something that’s superlative but something people want.

The next thing is it has to be believable coming from you. That, again, is important. Some of the big corporate brands get very arrogant, and this is happening. Colgate makes toothpaste. The Colgate people say, “Our brand is so great. Anything we sell, people going to snap up because we’re Colgate, after all.” They came out with something called Colgate Bacon. This is true in stores. There’s a reason why no one’s ever heard of Colgate Bacon. How long do you think it lasted?

Most of the time, when I say Colgate Bacon, they get a reaction like you. They go, “Eh,” and so did people because the brand Colgate means toothpaste to people, and they don’t want it to mean that. Again, it has to be believable coming from you. The fourth greeting has to be measurable, meaning I can see it working. Show me proof of performance in some way.

It’s very helpful. Now, people want to buy it and want to believe you. They need intellectual permission to buy. Show me some proof. That’s easy, too. Snickers has more peanuts than any other candy bar. That’s good for you. It was permission to buy a candy bar. The last one, again, is an ownable. If somebody already stands for that difference, then it doesn’t make sense to try to buttheads with them. You’re going to lose.

The best thing to do is create a little bit of a different avenue for yourself. A new category, we call that, and be number one in that. Again, that’s done every day. Those are the five things, something that you can say you are best at, important to people, and it has to be believable coming from you. If Porsche wants to say, “We also sell racing glasses,” maybe that’s believable. It has to be measurable. I can see it working in some way and, finally, ownable. There are tests for that. That’s what it comes out to.

Bill, I do personal branding. That’s my side. That’s my niche in marketing, personal brand, and personal brand leadership. With that being said, I happened to look to the side of you, and I saw people falling in the sky. I see boats and parasails. Tell me a little bit about the person who brands. Tell me a little bit about you behind the scenes. What does that look like? Are you the one jumping out of the planes there?

One of those is me. That’s a thing I had because I’m so bad at certain things. I started skydiving when I was in my 40s because I took golf lessons. The more golf lessons I took in golf, the worse I got. I was so bad at golf, and I’d be so depressed after playing golf anyway. The good thing about jumping out of a plane is it works every time. It goes straight down, guaranteed.

I promise you, you’ll never fall up. Any one of you can try this out. I have always liked planes and flying. You are a little scared, maybe the first couple of times, but it’s amazing what you adapt. The reason why you could go on a plane is because it feels like jumping into a big swimming pool. I’ve done a few of those. For everybody reading, there’s nothing more important than that personal brand. It follows all the same principles. It’s just a little different. I know you’re the expert in this, but I’ll say my view on this.

A lot of people out there throw that out with people. They’re personal brand people all over the place. We’re going to use the same principles of branding a product. You’re going to do the same thing then you’ll be branded like a product. There are so many people teaching that. The problem is they’re not doing it the right way. They’re not doing it the way Shaan does it.

The thing is that it’s all the same principles except there are a few different ingredients there because, on the one hand, because you’re you, you start out unique. There’s only one Shaan raised in the world. There’s only one Bill Schley and only one of you. That’s an advantage. You have a name. People love to remember names, and you see celebrity brands out there all the time.

Sometimes, I’ll see Martha Stewart or Chef Jacques Pépin. They become celebrity brands, and people love to follow them because they gravitate to people and people are unique. You do have that advantage, but the thing is, this is my opinion now. You can learn how to be a celebrity brand so that you start following the same kinds of principles that we teach.

Even for a product brand, you don’t get branded overnight. You pick that difference. You build toward it, you get better, and more people start to see that brand as that special thing. You become famous, but it’s because someone decided at the beginning, “We’re going to make the world’s safest car.” For Volvo, they decided in 1907. They started that company. That guy’s mother-in-law had been killed in a car crash. Guards were deadly then, too. They went 45 miles an hour. You hit a tree, and you’re gone.

He knew that’s what he was going to stand for. It was his personal mission. His vision turned into a brand. That’s what a brand is. The CEO’s vision turned into something tangible and incarnate. It’s the same with your personal brand, but it takes some time because it takes time to either build that proof of what you’ve done or perhaps you have a talent or something you offer that nobody else does but figure out what you want to give to people.

It’s not about you. It’s about them. Your personal brand is going to be about them, not about you. That’s the paradox. The more I give them what they want, the more they’re going to give me what I want. When you understand those things, you’re not going to be a personal brand overnight, necessarily. You might be. Barbra Streisand did one song on Broadway, and she was instantly famous. Maybe that’s you, but for most of us, we first decide on what our position is, our category, or that thing that we’re going to be best at then we build toward it. We build proof, but every step is a step forward from then on.

Your personal brand takes some time to build. After all, it is not about you but about your target market.

Before that, I’m wallowing. I’m going back and forth. It’s spraying and praying. All of a sudden, when you figure out your vision of where you’re going to go, that can become crystal clear. Now, you can put that in the mind of other people. It’s the same thing, but you do it for your personal brand. That’s why Shaan is the King of Personal Branding. That’s what we do. Don’t be fooled by all these people saying, “It sounds good, but it’s fool’s gold. We will make your personal brand.” Not that way. This way.

I love what you say in this book, where you say, “They sell the sizzle but not steak.” That’s what you’re talking about now. One of the things that I like to do is make everything evidence-based. That’s the proof as opposed to the theory. There’s a difference between theory and practice and idea and concrete reality. This is why I bring people like Bill so he can talk about concrete reality because he has the receipts. He has the proof and the evidence. This is someone who I can feel comfortable bringing in front of you because he’s evidence-based. He’s the person.

Tell us a little bit about the more than $1 billion earned because the last book we did was called Billion-Dollar Brand. We’re always talking about building a $1 billion brand because $1 million is not enough. I know you’re very well to do it, the boat shows and the jump. Tell us a little bit about the billion dollars-plus earned while your tenure was taking place.

Do you mean that one specific example of a company? A lot of times, what happens with branding is your revenues and sales can go up but it’s like owning a stock. When the value of your enterprise goes up and you have an acquisition that someone purchases, that’s when most entrepreneurs make big money. It’s when you have something equity that you can sell. That’s how real estate people make big money. It’s a law of big numbers.

We’ve talked about Home ATMs. That’s because there’s a big company that wants to pay them this big valuation, and that’s when the real money gets made so many times. It works for small companies. I’ve done this at big global companies. One reason this is important is because a lot of people say, “I’m too small. This is for big companies with people with big agencies. People hire people like me and pay them all kinds of money.”

The opposite is true. It’s easier for a small company with a vision. If you’ve got a vision that’s crystal clear, you’ve got an asset that no one else has, and that’s free. It’s your vision. Your job is to get that crystal clear vision of other people’s heads. It gets into their heads, directly proportional to how crystal clear you can make it.

Brand Building: If you have a crystal clear vision or an asset that no one else has, it is your job to get them into other people’s heads directly proportional to how you make them.

Small companies don’t have layers and layers of management, middle managers, and people coming in telling you why it’s not a good idea. Committees report to 17 places in the company, and now you’ve got to get this pass by 30 people. All of them can say no. None of them will say yes to get all the way up to the leadership committee where someone up there with a political agenda is going kill your great idea.

You don’t have that problem. That’s what big companies have. That’s why so many of them end up with the stupidest branding in the world like, “Non-branding: a passion for excellence. A difference you can count on.” That’s what they end up with because it’s mush. You can come up with, “It’s made from sugar, so it tastes like sugar.”

The on-time plumber is one of my favorites. Anyway, the billion example. That was a very big company called Rackspace. You don’t always get a chance to do this that many times in your career as a consultant, but I did. I worked for the guy who own the company who read one of my books. That’s how it all started. He happened to love branding, too. What happened there was they were at the top. Rackspace was the number one independent data center company in the world.

They rented space for computers. Instead of having to have a computer in your office, you could rent servers that were kept in a big data center. This is before the cloud. It was all data centers. You bought servers, and they ran it. They made sure it was up all the time and they had all the engineers. It was a very smart way.

You purchase computing power from a data center company like Rackspace. They were the biggest independent one that was not owned by Microsoft or IBM. What happened was their stock was flying high, and the cloud came along courtesy of Amazon. All of a sudden, Wall Street decided that the data center model was dead because you couldn’t compete with the cloud.

All the cloud does is the same thing. The cloud was 1 million servers like Rackspace, but they were now all connected with software. The reason Amazon invented it back in 2002 or 2003 was so that they could buy cheaper computers to run their store. They used to have the store, and the website wouldn’t go down. They had very expensive, super high-quality computers that were very expensive so that they didn’t fail.

Amazon wanted to figure out how you can run on cheap computers. They figured out with this software if they connect to them all a certain way. If one failed, they didn’t even care because the other ones took over. Amazon’s Cloud was 100 times bigger, and the stock went down to almost around $10 to $15 from $80. It was a real big crisis, and we were there. We realized we had to rebrand them. We had to apply the great principles of the Brand Titans. Nobody in their global marketing department knew how to do this. They knew how to manage brands. They didn’t know how to do what we were going to do, which was create the way the Brand Titans has.

Add two new things together and create a new category. Here’s what we did, and this is a well-documented thing. First of all, we said that Amazon Cloud was great, but there’s a little problem with it for a lot of companies. They didn’t give you any customer support. They gave you hundreds of these services. It’s like dumping a pile of parts in your driveway, and they say, “Here, build a Buick out of that.”

That’s great and it was cheap as can be, cents on the dollar. Not all companies are able to do that because they don’t have big IT departments or they’re not in software and technology. They need someone else to help them. They want to get on the cloud because it’s so cheap. It’s a way to scale, but it’s hard getting on the cloud, and things break.

We said, “There are two categories of cloud. There’s the Amazon Cloud.” They said, “That’s the commodity cloud. That’s the one for everybody. It’s a great revolution.” We said, “There’s another cloud. It’s called the managed cloud.” “Really? Another category?” The managed cloud is the cloud that comes with the experts to run it. See that one sentence?

Now we said, “All it means is one’s not better than the other.” They said, “We don’t compete with Amazon. We’re in a different business, a different category. When you need food, you can go to a supermarket. You get all the food in the world. You can construct your dinner. Sometimes, you need a restaurant because you’re traveling or you want to go out for whatever reason. You want to make a super chocolate souffle. You can learn to do it and buy the ingredients in the supermarket. You maybe you want to go where there’s a chef who’s done that 1,000 times.”

One’s a supermarket, and one’s like a restaurant. They’re not the same business. They’re different. You choose if you want to use a commodity cloud, a public cloud, or a managed cloud. That’s two words. We create a new category. We could say, “The number one managed cloud company.” There we were. Now, that was a $6 billion global company, and in two words, they pivoted. This is how dramatic this is. First, I ran that company and then someone wanted to acquire them. The stock went up. It almost tripled and said, “Those two words were worth about $1 billion to us.” That’s a real story.

That’s the power of branding.

The thing is, again, I’m going to say in any career, you don’t get many of those. It was a perfect example. It’s one of those ones that was a real golden example of what we do. We were able to do it in a big company and point to it very specifically because one day, the tagline changed and I know where it came from.

That’s what I’m talking about. Two words can change your life.

Two words can change the world.

Bill, this is our last segment. What question do you need to answer that you haven’t heard me ask yet? I always ask that question. What question am I not evolved enough at the moment to ask you that our readers need to know? What is that impartible wisdom that you want to give them free and clear?

When I was getting into this, we started realizing it. It was something I called the universal theory of everything. Everything I did was talk about branding. I even met Navy SEALs and people like that when I was doing my entrepreneur book. I went to Israel, and we met people who were some of the bravest operators in the world.

The truth of things always came around to the same thing, even branding. It was always about getting to the essence. It was all about getting to the center in anything that you do. I realized that if you want to learn anything fast and anything that’s important, if you can get 2 or 3 rules that are the essence at the center, then you can teach yourself to do it. The best things you ever learn in life are the things that you teach yourself to do.

Other people’s advice is hugely important, but you learn 3 or 4 key principles. You have to learn that from somebody on the outside, then you start to practice. As you practice, that’s when you get the wisdom and the proficiency. You get good at something. Everything I was learning always came around to the same thing, that center. Branding is the most important thing. It’s all about finding the center.

What is that thing at the heart of your business? That vision that you have, the thing that you want to solve for, and the thing that you’re going to do in a little bit of a different way this faster, better, or more economical than anybody else. There’s something in there you wouldn’t have gotten in business, something you believe. Find that thing and turn it as crystal clear. That’s finding the center. That’s the key.

That’s all we’re doing here. Everything in your life is going to be like this. We amaze ourselves. It always comes back to the same set of principles. I’ve got a few rules called 3 or 4, no less, no more. What I mean is there are always 3 or 4 crystal key things. I can teach you to do almost anything if you learn 3 or 4 fundamentals.

What we teach is the fundamentals of branding. The best people on the planet at anything have simply mastered the fundamentals better than anybody else. Bobby Orr was the greatest hockey player in my generation. He was the greatest skater. When you get down, you’re trying to solve problems. When it gets too complicated, it’s not the answer because the real answer is never complicated. If it’s too complicated, you haven’t figured it out yet. That’s how we teach branding. These few key fundamentals mean everything.

The best people on the planet have simply mastered the fundamentals better than anybody else.

I’ll tell you, somebody said, for example, “The greatest tennis player in the world pauses in the match, and his world-famous coach comes up and is whispering into his ear about some secret thing.” People are like, “The world’s greatest coach stated the world’s greatest player that made him pick up and start to win again.” Do you know what the coach says to him? “Keep your eye on the ball.” He said, “Bend your knees.” I’m not kidding. The fundamentals of branding are about the dominant selling idea that people only remember one thing and these five things.

You can find that if you know what to look for and follow that because all is simple. The simple is the most important thing you can ever do, but it’s not easy, or else everybody would do it. What our rules and principles do is make it as simple as possible to find that and crystallize that vision into a few words and pictures that have become your brand. It’s all about the questions you ask at the beginning, not the answers. Those questions are very simple ones, but you have to ask them over and over.

Many salient points. We say clarify, simplify, and amplify because you can’t clarify what’s not clear to you. Once you clarify, you can simplify it. As you said, you can boil it down to those 1 or 2 words of those 4 sentences, then you can amplify the wazoo out of those 4 sentences and turn around.

You have to launch. The thing is, what’s so brilliant about clarifying is it magically does simplify because the clearer you make it, you realize how you get to the center. You start to see how fundamental and basic it is. It will astonish you as you go through it. The point is to get into the law of motion. Get moving. You’re never going to get anywhere if you still hide behind a rock. When you start moving, it’s a little bit scary, but now you start to see the landscape around you.

You start to see visions and perspectives. You didn’t see when you were behind that rock, and you keep going. The law of motion is the biggest thing, and you have to get started. Go toward this thing. You’re going to make mistakes because we all fail our way to success. We know that. That’s not a cliché, everybody. That’s true stuff. You have to be willing to keep swinging.

You will never get anywhere if you hide behind a rock. You have to start moving to see different landscapes, visions, and perspectives around you.

In the first chapter of The 7 Prerequisites to Success, which is my first book, you’re going to have hard times. The second one is to fail because you’re going to fail. It’s inevitable.

It’s the only teacher.

Tell us one of your failures, Bill.

This is one of those great things I like in the interview, you say, “I work too hard every day. I’m sorry. I should have more, but I just worked right now.” There were things that I thought I wanted to do growing up, but I don’t know if they were failures. There are so many of them. You don’t bat 1,000 when you’re doing anything, including branding.

It’s a funny one. I’ve gotten in trouble in my life for my sense of humor. You have to be careful with that. Not everybody has the same failures. Honestly, there were a couple of early businesses that I tried when I left Ted Bates, and I wanted to be an entrepreneur. I left Ted Bates because, as an entrepreneur, I didn’t know if people were going to promote me to where I wanted to be.

I wanted to be in control. I didn’t want other people above me telling me if I was going to rise or fall. I left and went on my own. I did try different businesses. We did all right, but they never got to this wild success that I wanted. One day, after several years, I was moaning about the fact that I wasn’t getting anywhere in the world. I looked at all my friends, and they all looked like they were more successful than me.

I woke up one day, and I said, “You’ve gotten somewhere. You have to realize that you’re a marketer, a strategist, and a brander. Everything you’ve done and what you learned back then, your original passion, you don’t realize, but you’ve gotten better at that without even knowing it.” I said, “I am an expert. All this failure helped me get there.” I don’t have time to go into it now, but I will tell you some of the adventures that I had with the businesses we started because I kept going, all taught me one day what I was. I’ve certainly had plenty along the way, but we kept going.

Through all of that, you came back to the center. That’s what I heard.

I did. It’s a funny thing. That first impulse was to go on advertising. It was the right thing. That’s who I was. I was right back then. I was right about that first impulse.

There’s a saying that comes from my old days in Harlem, New York, growing up, “If you think long, you think wrong.” That’s so powerful to me, the origin brand story, being the right thought and coming back to the center. You left where you started from and then you had to come back to start.

I had to go out in the world to figure out. Remember the Wizard of Oz? Before the wizard takes off, she says, “I always wanted to see what’s over the rainbow, and I finally realized that the secret of my heart’s desire was right there in my own backyard.” That was what Dorothy said. That’s the wisdom and then she clicked her heels, and away she went.

You had to come back to who you are. What we’re trying to say is that your Education, Experience, and Expertise, the three E’s, will turn into the three I’s if you allow it. The Education, Experience, and Expertise will lead you to the Impact, Income, and Independence that you deserve. It’s been such a phenomenal time. I know the time has eluded us and escaped us. Maybe we’ll have you back because this has been such a fundament volume.

That’s what I want my readers to take away from this, the value and the volume. Honestly, me and Bill could do this all day because he’s batting 1,000 at this one thing. While you read, I want you, and Bill just told you to look at your one thing. What is that one thing? Sometimes, it’s so easy to notice that you missed it.

What I finally did after being a one-on-one brander for so many years was a consultant. I could only do a few companies at a time. My mission became to bring this out to hundreds and thousands of people who couldn’t find it anywhere else anymore that need it. The branding stuff that we teach can make you successful.

We started something called the Brand Titans. It’s a program. It’s a master course, but it’s expanded. You can find it at BrandTitans.com. See about what we do, but that’s what we do now. We’re able to give it out to scores of people and watch them grow their brands or their businesses. That’s the plug for all the people out there who may be reading. Thanks, Shaan, for this opportunity.

BrandTitans.com is where everybody can get in contact with you.

They can get in contact and see the basics of what we do in the program. We do it for CEOs, business owners, and decision-makers because when you run something, you’ve got to be able to make a decision about, “We’ve got to change our course a little bit to the left or the right.” Only the CEOs, owners, or business owners are usually the ones or the decision makers that can make a decision because it’s profound. You’ll see something you might not have seen before. You have to have the power to be able to make some adjustments.

That’s the course. Are you still doing consulting one-on-one?

I do, but I’m putting most of my energies into the Brand Titans program because, again, that’s where we’re able to get out to the most number of people at a price that people could afford.

It’s been a phenomenal honor to have you here. Folks, take this advice, take action, and check out BrandTitans.com. I’m a student when it comes to the best of the best. I eat my own food. This is what I tell you to do. I can vouch for it. It’s evidence-based and will be phenomenal. It will continue to do phenomenal numbers, Bill. Thank you so much for being with us and for being a phenomenal guest.

It’s been my pleasure and to be continued, Shaan. Thank you.

Let’s grow.

IMPORTANT LINKS

ABOUT BILL SCHLEY

His clients have generated over $1 Billion in new Brand value with this proven formula.

Bill Schley is a New York Times Best-Selling Author and Award-Winning Brand Specialist. He has spent his life perfecting the branding formula any business can use to stand-out from everyone else in their market whatever their category.

His award-winning books include “The Micro-Script Rules” and “Why Johnny Can’t Brand”, both of which are considered marketing classics, taught by experts around the world.

ABOUT BRAND TITANS

Brand Titans offers elite Branding programs for CEOs and Entrepreneurs to create their Ultimate, Differentiated Brand.

Founded by NY Times Bestselling Author and award-winning Brander Bill Schley, The Brand Titans reveal the Lost Secrets and the actual formula of the world’s greatest Branders–the real Mad Men and Women who created the most #1 Brands in history. The key is to find the Difference only you can stand for–then tell it in a story only you can tell via “Micro-Scripts” that every customer can remember and repeat. It’s the blueprint for every communication and your ultimate business strategy– because it makes you the #1 Choice of customers every day.

The Maven Of Marketing’s Advice On Growing Fast Profitably And Successfully With Jay Abraham

The Maven Of Marketing’s Advice On Growing Fast Profitably And Successfully With Jay Abraham

I’m joined by none other than the maven of marketing. He’s the godfather, icon, and one that all of the mentors refer to as their mentor. He’s the phenomenal, Jay Abraham. Thank you so much for joining me.

It’s my pleasure. That’s very complimentary. I appreciate that. I am here to serve. How are we going to serve your audience?

We want to run down a little bit about how you became who you are. I’m going to introduce my audience to you. A lot of them know about you but some of them don’t. Those who don’t are in for a treat and for a ride. Before we even get started, I want them to buckle in. Your language is prolific. We know your insights are vast and grand. I referred to you as a mentor before I was able to come and meet you. When I came to Redondo Beach, I was able to touch the hem of his garment. Tell us a little bit about your start and how you began. What does that look like for you?

It was tough, but it turned out to be very propitious. I’ve been married a number of times. I got married for the first time when I was 18 and had 2 children at 20. I had the need of somebody who’s 40. The world didn’t care. I had no education and still don’t. The only people that would give me the opportunity are not jobs. They were crazy entrepreneurs, the very brilliant ones, who saw in me more than I saw in myself. They wouldn’t give me a salary. They would give me an “eat what you earn” share of performance, so much of lead, deal, distribution channel, and profit. When you earn when you eat, you learn what works best and what doesn’t work, and you learn it very quickly.

I was never 8:00 to 5:00 because they didn’t care if I worked 1 minute or 20 hours. They just cared about the results I delivered. I was to do many things at the same time. As luck would have it, and this was the fortunate part, I did many things always at the same time. It’s not at the same hour, but I mean at the same period. I might have 3 deals going this month and maybe have 4 deals next month, but they were always very accidental and fortunately in different industries.

BRYO Jay Abraham | Maven Of Marketing

After about ten unrelated industry observations, experiences, and interactions, I realized that people in one industry didn’t have a clue how people in other industries thought and marketed, and how they differed in strategy approaches, business models, value creation, and lead conversion. I was able to take simple and commonplace approaches from one industry I’d been exposed to. I sometimes added to another one from another industry, combine them into hybrids, and then take them into a third industry that I was operating in or active in at that moment.

It was like the one-eyed man in the land of the blind. It was very basic, but they didn’t know it. The people I was helping exploded. We did Icy Hot when it first started and we grew the company by 20,000% in the first year. We got them 500,000 new users in 13 or 14 months for no fixed expense. We got over $100 million of today’s value of advertising for nothing. We built a 5,000 network distribution channel, all without spending much of anything. I did Entrepreneur Magazine. We grew it by about 900% in less than a year. That was pretty amazing. We dramatically multiplied the profit more than I did. I did about 40 of the newsletters that are still very profitable now, the Agora Group, and all those things.

Over time, as a reference, I’ve been blessed as I evolved in my ability and my maturity. I’ve done people like Tony Robbins, Brian Tracy, Stephen Covey, and everybody. I’ve helped Anthony Scaramucci, Daymond John, and people in over a thousand industries. I’ve helped Success Magazine and Entrepreneur Magazine. The people in Planet Fitness use my concepts. The people that wrote Chicken Soup for the Soul books years ago sold $100 million worth using my methods. We have helped the co-founder of FedEx and the co-CEO of Keller Williams and a lot of people. I’ve had a very interesting career.

That’s one of the reasons why I feel blessed and honored to have you here. I found out about you through a mentorship model. I was looking for mentors. I was young, not knowing what to do, and inexperienced. I was educated but not economically affluent. I went to the gurus or the sages for mentorship and leadership like Tony Robbins, Brian Tracy, Dan Lok, Grant Cardone, and everyone.

When I spoke to them, all referenced Jay Abraham. I’m like, “I need to find out more.” Every time that I saw you come out of let’s say a Business Mastery or 10X Conference, you’re very humble, statesmanlike, and self-spoken but effective. I don’t think everybody gets an understanding of what’s effective in this marketplace. If there was one thing primarily that we could lead the audience into one of the main lynchpins or cinch pins to be effective in marketing in this space, what would that one thing be?

It’s a big gap that became very evident over the years when younger people who understood technology became gurus very quickly and without a lot of depth. It’s that most people don’t try to understand, appreciate, empathize, respect, acknowledge, and grasp what it’s like to be in the mind, soul, and heart of their audience.

The more you can speak to someone because you appreciate and know them, the more powerful, authentic, effective, and profitable you’ll become. It’s not a singular marketing technique, but it’s a very rare business connecting technique. I’m talking abruptly. I have about 90 categories of higher-performing profit and revenue growth that I’ve created over my career. One of them is called The Strategy Of Preeminence. It’s about how to elevate the stature of your company, product, service, people, and yourself.

The more you can speak to someone because you appreciate and know them, the more powerful, authentic, effective, and profitable you’ll become.

If you’re either the focal head, a lifestyle entrepreneur, or an influencer to the point of being the most trusted advisor in the category, and the only viable solution they could turn to for life. One of the keys, because it’s got many elements, is if you want to be preeminent, you reshift your focus. Most people fall in love with making money or they fall in love with their product, service, company, or industry. If instead you fall in love with the audience you serve and you live with a vision of your product or service, when it’s actively deployed in people’s lives, making life better, protecting, enriching, enhancing, entertaining, and whatever it is, you have a greater advantage because it drives an authenticity, a communication power, and a connectivity that your competitors can’t possibly match or mirror.

Let’s get into the psychology of the client. What, in your idea, makes the ideal client? How do you weigh that? What does that look like through your eyes? When we look at you, we are looking through many years accumulated and many experiences that it’s hard for a marketer to understand. You have probably more strategies than most people will ever accumulate. I can remember Dan Lok saying that he had all of the boxes full of your content when it was in cassette tape form and written word.

You’re showing my age. When you talk about clients, are you asking me the kind of clients I want or the kind of clients I tell people they should want because those two are different? Neither of them is good or bad, but I want to answer the question you’re asking.

Let’s talk about the audience first and then we’ll talk about the clients that you want. What kind of clients should they look for? What does that look like?

I believe you should polarize. It’s better to be loved or hated than tolerated. You have to have a differentiation that is not just clear but speaks to the audience you want. You have to know the audience you can best serve. You have to know how you can convey to them what your product service does either better or differently. If the product is no better or different, you have to show the difference between your company, providing the product, or if the company is no different from the person running the company. You have to find that point of not just differentiation but resonate so that differentiation resonates and speaks on a polarizing basis to the people that want what you offer.

First of all, you have to look for people who want somebody who they feel has their best interest at heart. If all you’re selling is a low-price commodity, you’ll never win. That doesn’t mean you can’t sell a very economically priced product or service. It means you still have to command a preeminent positioning for it. If all you do is allow yourself to be rudderless and undistinguishable, even at the low end, you’ll never win. You’ll just be a short-term benefit. You have to be very clear on what you are and what you’re not to your audience.

I always think if you find niches, you’ll be much more successful by and large than trying to be a generalist. When you find niches, then you can own them as opposed to trying to compete in the open water with everybody. You might have a speedboat, but out in the middle of the ocean, you’re competing against aircraft carriers, submarines, and things that are way beyond your navigability.

If you have a niche you own, then you can own that forever and you can be stealthy. Optimally, you should be in a business or you should modify your business so that it has a significant amount of ongoing recurring purchase power to it. It’s not just because you want the biggest and largest lifetime value, but it gives you a lot more allowable cost you can invest to acquire a buyer. You have an advantage over everyone else. If you only have one product or service you sell, and there’s a fair but not an exorbitant profit in it, you don’t have a lot of marketing, selling, or acquisition flexibility.

If you either have a lot of repeats or you can partner, develop, or acquire lots of other products or services that people can buy from you over and over again, you multiply dramatically the value of a buyer. They’re not just buying once and you have a limited profit, but they’re buying many times. If you spend a lot more of the first profit, it’s not important because you’re investing for the repeat purchase. You have a lot more advantages because you can invest a lot more in marketing, sales commission, price reduction, bonuses, or all of the above. There are a lot of things.

One of the things that I learned from you that I have to give you credit for is the power of relationships. You’ve always drilled that into me even vicariously. Before we met, I always heard the relationships, the mastery of referrals, the power of long-term relationships, how you can leverage those, the science of leverage points, how you can intersect through your relationships, and create ongoing never ending lifetime values. With the people that you’ve mentored and the relationships that you’ve built, what is your advice toward our audience as far as relational capital?

If you’re in any business and you try to win, first and foremost, by competing in the open market, it’s very challenging. If you can find partners who already have relationships with the same audience you want and you can get them to put the full force of their credibility, the trust they’ve created, and direct access, you can shorten the timeline, eliminate speculative marketing, and become credible overnight. You can shorten the timeline of the sales cycle.

Wherever possible, figure out who already has a relationship with the same audience you’re trying to reach that has been a hard one. Meaning, they’ve spent a lot of time, effort, performance, credibility, and money resources. Do it and try to partner with them because it’ll be a very faster way to gain enormous rapid success.

As an example, we did a $250 million seminar when I was more like your age. That was a lot twenty years ago. We did it by finding about 40 people, including Tony Robbins, in-flight magazines, newsletters, and authors who all had access to the audiences I wanted. They partnered with me. I spent almost nothing on fixed advertising. I gave them a share of the revenue for their endorsement, promotion, and recommendations. Do that whenever possible.

As far as another aspect of relational capital or relationships, you can use relationships in your business world far more advantageously. You might have a vendor who if you show him or her that if they funded marketing or a salesperson or force that you don’t currently have to generate more sales, and you gave them an oversized compensation for the business that came from that, they would make a lot of future profit. If they wouldn’t do it, you might get a competitive vendor that wanted your business to do it.

You might find that within the list of prospects or buyers, there were people that had influenced large groups you’d never thought about and who might be able to introduce you to their groups for you. In terms of relationships, you might think that your smaller or medium-sized business has limited versus capital money expertise or a limited bench with not as many talented people. If you have relationships with people, companies, and experts that possess what you are lacking, you can almost always get them to provide it in a collaborative way where you only pay for results, revenue, or savings, or you share services. It has an infinite number of applications.

Maven Of Marketing: If you have relationships with people, companies, and experts that possess what you are lacking, you can almost always get them to provide it in a collaborative way.

Another way that relationships are very valuable is most small-medium business owners spend most of their life in 1 or 2 industries, fields, or categories. They’re nose to the grindstone because most of them don’t have a deep team of high-level people. They wear many hats. They have a limited scope of their worldview. Their experience and knowledge base is limited. If you want to use relationships another way, you build mastermind networks, mentorships, and a board of advisors. You’re tapping into other people that have the knowledge you have not yet grasped, people who’ve been through activities, endeavors, experiences, challenges, problems, and opportunities. You don’t even yet know people who have more maturity and who know how to navigate or circumnavigate. There are a couple of other areas.

I’m going to impress upon everybody paying attention, write down everything that you possibly can, and come back to this again because I guarantee you, Jay Abraham has one of those phenomenal books. The Mind of the Marketing Genius is one of those phenomenal books. Trust me from experience. When you listen to it again or you go over it again, you’ll hear something that you’ve never heard before and see something that you’ve never seen before. Jay, I want to give you the opportunity to answer the question, what kind of ideal client do you look for now? Who is your ideal client avatar and what kind of relationships do you create at this stage?

We have four kinds. We have smaller that we offer in the can, education, training, and expertise too, and admirable, growth-oriented, and smaller entrepreneurs, professionals, or startups. I do and you came to one of them. We do some interesting $25,000-a-person makeovers. Those companies can be as low as $1 million or $2 million. They’re usually as large as $70 million. I personally have a portfolio of private clients and profit-sharing partners that I advise. They’re normally going to be very low, $5 million to $10 million. The very high would be $100 million. I help them. I get a base fee against profit sharing for a period of time for the increases that I’m able to provide.

The general denominator is they have to have a prejudice toward action and implementation. They have to be monsters of execution and not be wedded to tradition. They have to have an inherent desire to make a bigger difference in their market. They have to be obsessed with making the experience greater, better, and more enjoyable or frictionless. They have to want to be more, do more, and contribute more. They have to be willing to grow and develop their team so that the team gets more success for themselves and has more capability.

They have to have some advantage that they offer their market or, “I’m not interested in it.” They have to share my ethos, ethical values, and integrity levels because I think you have to have very high integrity and ethos or you can’t be a world-class business no matter what size you are. They have to have the ability to grow significantly and rapidly, and they want to. They can’t be wedded to the status quo thinking. Who doesn’t want to make a meaningful difference in the way they do things? If they want to qualitatively shake up their market, I like that more. If they’re willing to be a little edgy and we can develop that, I like that more. That’s pretty much it.

If your profile fits anywhere within that range, or you can tweak something or pop something to fit yourself in that range, find yourself in the presence of one of the masterminds of marketing. He’s one of the people I have been very pleased with. I consider myself very honored to be around, a person who bears witness and also listens to. He has enacted the strategies and utilized techniques. There are many different applications and frameworks that I have learned from Jay Abraham.

I have applied, applying, and looking forward to applying them. I am benefiting and profiting from them, and disrupting throughout my career. This is one of them. You want to make that fit and switch. You want to make that pivot. You can reach out to us at Support@ShaanRais.com or click anywhere here. We’re going to have all of Jay’s information. Make that connection. Trust me. Jay, is there anything that you want me to speak to specifically? Do you have any new programs or books? I know you always say, “I’m writing a book and it’s not finished yet.”

I have a couple that we can talk about. One is almost ready, one is not ready, and another one is just being framed, but I got some projects that are fun. We still move people to think differently.

Tell us about some of the new projects that you have going on because you are a wizard, in that you always have something under the hat. It’s always going to be phenomenal, illustrious, and surprising. What are some of the new projects that you have matriculating?

I have a lot of them. I am working on three books. One is almost done, one is halfway done, and one is just starting, but they’re all interesting. One that’s almost done is a book I’m doing with Roland Frazier. The title of the book is Creating Business Wealth Without Risk. The subtitle, which is rather provocative, is called How to Earn the Income of a Lifetime Every three Years? It has two premises to it. The first premise is why start a business from scratch when it has a 1 in the 21st-year success rate of only 5%, and a 1 in the 5-year success rate of only 10% when instead you can acquire an already validated and successful but tremendously underperforming business using any one of about 200 different acquisition mechanisms or methods that don’t require out-of-pocket capital of your own.

You can use mechanisms like mine to blow up the profit to make EBITDA many times over, and then sell it in three years for the amount of money you might make in a lifetime. You then rinse and repeat, and keep doing it. It also addresses how you can do that to grow your business instead of merely trying to grow it conventionally, organically, or even through regular marketing or selling. It’s an interesting book and it’s done. We’re just waiting for a couple more parts of it to be finished. It will be on the market sooner.

I have a book I have been working on, which is interesting with Anthony Scaramucci who is well known in hedge fund circles. The working title has been altered. It has two different directions. The first direction of the book, which was cool was called the Alpha Life. The concept is to look at your business, career, relationship, finances, and health in the way a hedge fund looks at investing. They look for what’s called asymmetric upside, which is the outside performance that’s above and beyond average or norm. They look to derisk or minimize the downside. People don’t realize you can do that with a lot of your life. You can make your career less volatile. You can make your business, health, relationships, and investment less uncertain.

Look at your business, career, relationship, finances, and health in the way a hedge fund looks at investing.

Today it’s very difficult, but you can still minimize your downside. The book has taken a turn because we started looking at the insanities of life, the stress, pressures, and craziness. We changed the theme a little bit. The working title is called Enjoy The Process Because We All Know How It Ends. It’s fun. It’s basically saying, “Go for the gusto. Have fun. Appreciate your fellow man and woman. Don’t sweat the things you can’t sweat. Capitalize on the things you can. Minimize the things you can’t. Make the process thoroughly and continually enjoyable. Setbacks are a norm. Don’t let him destroy you. Look for opportunities, not the negative.” It’s a pretty cool thing.

The last one I’m working on is called The Promethean CEO. Prometheus was the titan and ancient Greek mythology who climbed up to Mount Olympus and stole fire from the gods. He brought it down to the populist to forever change humankind. It’s saying, “This is your Promethean moment.” You have the ability. You know what a unicorn is, but you can be a unicorn CEO. You’re not going to maybe a $1 billion hockey stick growth company, but you can use unicorn-type management, thinking, and strategy, which we define. You can become a Promethean CEO who brings some outrageous enlightened benefit to your market that nobody else has.

This is a sea change time in our business lives where this is your Promethean moment. What will you do with it? That’s cool too. We’re working on that. It’s a little slower, but I have all kinds of things like that. I have a lot of masterminds that I’m a part of. I have three masterminds to dentists. I have a mastermind with my partner in France. I have 2 masterminds in Japan and 1 in Spain. I’m not a partner, but I’m a key factor in a $100,000 one that is very specialized to a more spiritual audience. I got a lot of things going on.

I can’t wait to see The Promethean CEO. I can imagine. I see myself in that space just being able to bring you to a certain audience that may not have heard you. I feel like you’re the fire that is being brought down from on high. Let me ask this question to you. It’s the importance of branding. I’ve heard you speak about differentiation before. I’ve heard you speak about delineation, how you stand out, and how you segment the market. Talk to the audience for a moment about the power of branding and personal branding. What does that look like from Jay Abraham’s perspective?

In the very early stages, I wanted to decisively elevate my brand status above the maddening crowd. I wanted to be established incomparably in a positive sense. I could be a little bit mythical and mysterious, and demonstrate that I wasn’t a commodity. What I did, how I did it, the skills that I brought, and the acuity that I possessed were far and away different than anyone else. You can brand your business and products. You can brand yourself if you’re a consultant or an expert or an information seller.

You can brand yourself as the CEO or as the figurehead of a company, which is almost always better than a generic company that they don’t know who’s behind it. Think about Steve Jobs, Bill Gates, Elon Musk, or Richard Branson. Anytime there’s a person behind something that people resonate with and they see him or her as a champion or an advocate, like Gwyneth Paltrow or things like that, then you should always strive to establish a superior brand connection to your market.

You should always strive to establish a superior brand connection to your market.

What would be your advice to someone starting out? They don’t know which way to go. This is a very volatile market. We’ve gone through a pandemic and now we’re going through a recession. It’s almost been one after the next. It’s an interesting market and a very interesting time to be in business. It’s one challenge or one hurdle after the next. What is the power play? Talk to the power play for a moment. How do those strategies apply to this moment and this time?

BRYO Jay Abraham | Maven Of Marketing

If you’re starting out, then the question is, are you starting out with a business? Are you starting out with a job? Are you starting out trying to start a business or buying a business?

Someone with a business, but they haven’t hit seven figures yet. In that volatile space, what is your advice to that individual? They are maybe just touching six figures.

If I were starting out and I wanted to grow as fast, profitably, and successfully, I would seek out people who are either doing the same thing that I’m doing but much more successfully outside of my competitive market. If I’m competing nationally and that’s not doable, I would find people doing something similar but not competitive and get them to partner with me to be not just my mentor but almost my mentor advisor for a share of the success to help me accelerate. I would try to go and license people’s ads, marketing, selling, system, or products.

I would use ingenuity to take advantage of success that was already validated. I wouldn’t try to recreate the wheel or start from scratch because it’s very dangerous. I would see if I could become the backend with somebody else’s business or organization that needed what I have. I would co-brand with people who had an audience that I could be a part of. I would figure out all kinds of ways to mine or tap into existing demand that I could fill so that I didn’t have to try to reach people cold on the outside market and establish for a small business that was starting out with credibility that I didn’t have. I could get instant credibility if I made these collaborations that I just talked about. That’s how I do it.

I want to make sure that you get the best value possible from Jay and the time that he has allocated to us. Jay, thank you so much. I know you’re a man about town. I thank you for your generosity with your time and your wisdom. I don’t take that lightly. I greatly appreciate it. Let me ask you this from a humble perspective, what is the best possible question that I’m not asking you that my audience needs to know right now?

It’s probably, what is the greatest form of advantage that anybody could give themselves who was an entrepreneur? I would say the answer is to be hopelessly curious. My greatest strength has come from my unstoppable curiosity. All my life, early in my life, and including today, I am obsessively interested in learning everything I can about everything I can. It gives you an enormous depth of understanding. Most people stick to where they’re interested, comfortable, and enjoy instead of the things they don’t.

There’s a book that was popular called Range. The premise is that the people that are going to own the next ten years or so in our country and in business are going to be the ones that have the greatest range and the greatest expansive understanding of all kinds of unrelated stuff. The past isn’t the future and you can’t draw on hindsight or insight. You’re going to have to be able to extrapolate and say, “This is what other things I understand,” and try to come up with advantages and breakthroughs.

BRYO Jay Abraham | Maven Of Marketing
Range: Why Generalists Triumph in a Specialized World

I find that my greatest advantage has been when I was able to access all the thousand different industries that I have had the ability to understand and be involved in. Years ago, we did very large and expensive seminars. After people got to trust us, we would do an exercise. We went out and bought thousands of print books or magazines on non-fiction topics, business, skills, and hobbies. We would have our team interview people and access and understand what they’re most interested in.

Let’s say my hobby was golf. We might give you either a magazine or a book about cake decorating and vice versa. If you were into management, we might give you a book on parenting, home birth, or something totally opposite. We would ask you to go back to your room or out in the lobby if you weren’t at the hotel and read either 2 chapters or 2 articles, come back to your table, and share two outrageously surprising insights you got from those that had a direct or indirect benefit to you and your business.

Ninety-nine percent of the people did, but they would never have extended themselves. If they hadn’t done that, then we would have the tables vote on the most universally fascinating insights. They then would present that one most fascinating insight from their table to the whole 800 people in the room. It was pretty amazing. The greatest thing you could do is transcend the limitations of your own interest, what you enjoy, or your hobby. Commit yourself to realize that the rest of the world is who you deal with.

The greatest thing you could do is transcend the limitations of your own interests.

They are your buyers unless you’re only selling one thing that you’re in. If you’re a boxer and you’re selling boxing material, that’s one thing. If you’re selling to a heterogeneous audience representing lots of different types or if you’re buying from vendors representing lots of different types or if people who work for you are people representing lots of different types, the more you understand, appreciate, relate to, respect, and communicate what drives their interest, not yours, the more powerful you will be in terms of success and connectivity. That’s my answer.

I’m inclined to ask you one final question. In all of your years of marketing and the powerful peers that you’ve been around, what is the most powerful thing that you have learned?

Do you know how in the medicine world and the natural healing world, there are wonder drugs or wonder ingredients? Penicillin is a wonder drug. Garlic is a wonder vegetable or whatever it is. Aspirin is an over-the-counter wonder drug. In marketing and in business building, the wonder concept is understanding the phrase, “Everything is tied to the reason why.”

You have to be able to understand and answer that question in every facet of business or life, “What is the reason why I should come to work for your company and not somebody else? What is the reason why I should invest in your startup? What is the reason why I should buy from your business? What is the reason why I should buy this water instead of sparkling water? What is the reason why I should believe your proposition? What is the reason why I should buy right now and not contemplate it?

It is not just business, “What is the reason why I should go out with you? What is the reason why I should get married to you or go to bed with you if you’re being crass? What’s the reason why a child should listen to you? What’s the reason why if you’re an advocate, political, or community?” When you understand the power of reason why, and you are able to incorporate it, address it, and provide it in a compelling way, then you win and your competitors lose.

When you understand the power of why and are able to incorporate, address, and provide it in a compelling way, then you win and your competitors lose.

We feel blessed and honored here. We would be remiss if we did not say that Jay is the embodiment of marketing genius. In the ‘70s, you were doing this. When did you begin?

I began doing this in 1971.

You’ve been doing this for long that anyone who doesn’t learn from this and embodies this as the most powerful information, could possibly behoove them to be spanked. They probably will, by life or business. When you go through the leading so-called titans and giants of this industry, they all bear witness to the myth, the man, and the marketing maven that is Jay Abraham. We are honored and privileged.

Thank you very much. I appreciate it.

Guys, I hope you come back to this revisit one million times. You’ll always be going to find something different. Get in contact with us on the part or behalf of, and get in contact with Jay Abraham, the marketing genius, the man, myth, and maven. Thank you so much, Jay. I greatly appreciate it.

I appreciate it.

Important Links

From Profit To Assets: How To Make Money And Multiply It With Dan Lok

This is the show for you if you’re trying to grow your brand, build your brand, become the most phenomenal person that you possibly can, and personally know that in order to brand you, you are a leader. You’re pronouncing yourself as a leader to the world and you’re laying it bare. You’re becoming vulnerable and you’re using your personal brand to transform lives. It is such an honor for me to have one of my mentors. We call him Sifu. You are in for a treat, in for a delight, and it is my honor, privilege, duty, as well as pleasure to bring to you my Sifu, Dan Lok.

Thank you, Shaan. The pleasure is mine. I’m happy to maybe share some of my hot-learned lessons with your audience and some of the mistakes that I’ve made. Thank you for having me.

First, I wanted to say thank you. We came from a Dragon meeting, which was phenomenal. You taught for about five hours, which is a small amount of time for you. Before we even get into who you are and what you do, I want to talk about your endurance for a moment. There have been meetings that I’ve had to duck out of because they may start at 7:00 or 6:00, and they go on until 3:00 or 4:00 in the morning straight, and you’re standing the entire time. For the entrepreneurs who are reading, before we even get into the story and where you came from, how do you do that? I’m not the only one. Most people who come into a course or training of yours probably tap out around the fifth round. How does that work?

First of all, I am fortunate that I found my passion. Some people say, “You’ve got to do what you love.” Sometimes people say, “I love this so much. It’s the only thing that I would do for money.” The first coaching that I want to share with the audience is I believe instead of, “I love this so much. I’ll do it for free,” it’s, “I love this so much. It’s the only thing that I would do for money.” To be able to combine our passion, purpose, and profit, you can build a profitable business around your purpose and passion. I’m grateful that I can do this. I’ve been teaching now for many years, being on stage, speaking, and on social media. I’m grateful I can do this. I love doing it.

People ask me the question, “Why do you love teaching so much?” I don’t golf. I don’t fish. I don’t have many other hobbies. I love businesses. I love to teach. People love golfing. They can golf for 3, 4, or 5 hours, which is not an issue. People love fishing. They can fish for 4, 5, or 6 hours. It’s not an issue. I love to teach. When I teach, I’m in a zone and time disappears for me. That’s why I could do it. Afterward, my back aches a little bit or my shoulders are a little stiff because I’ve been standing for so long. When I’m in the zone, I forget. Time disappears for me.

That is the highest place for performance.

If someone was to ask you the question, “If you have ten times more money, would you still do what you do?” if you would ask me that question, I will look you in the eyes and say, “Absolutely.” I do have ten times more money compared to what I had before, and I’m still doing what I do. I’m doing it because like I doing it. I’ve got all the other businesses and all the other ventures. I always want to dedicate a part of my time to teaching. This is what I like to do. Someday if I don’t feel I want to teach, I don’t teach. So far, I still very much enjoy doing it. I enjoy seeing you as my mentee and my other mentees seeing their growth. It’s awesome to see. I get a lot of joy from that.

For everyone, this is one of those pin moments, passion, purpose, and profit. Your brand exists at the intersection. Your best and most phenomenal life exists at the intersection of those, your passion, your purpose, and your ability to make a profit. As he said, you’re in a zone and time disappears.

If you have passion without purpose, you’d be doing it. You still will feel somehow a little bit empty. You’re like, “I love this.” It’s like, “You play golf?” “Yes, I love doing that,” but it doesn’t mean that it is meaningful because you’re not impacting others. On the other hand, if you do something purposeful and meaningful, you get a lot of joy and fulfillment from it. Without profit, you won’t be able to sustain. You can help people by being a volunteer. That’s good. With profit, you can be a nonprofit organization and you can help so many more people.

IF YOU DO SOMETHING THAT’S PURPOSEFUL AND MEANINGFUL, AND YOU GET A LOT OF JOY AND FULFILLMENT FROM IT BUT NO PROFIT, YOU WON’T BE ABLE TO SUSTAIN IT.

I look at that as your purpose. That’s great. If you have passion, that means you could keep doing it for a long time and you’ve got a profit center. You can build around that. You can sustain for a long time and you can have more profit to do more things. I wasn’t always this. Going back to the story, let’s say 20 to 30 years old in the business, the first 10 years, I wasn’t this. I was much more money-driven. I was more ego-driven. I was more of a jerk, quite frankly.

Those are expansive. There’s a lot there to unpack. Before you go into those years, I wanted to give the people an a-ha moment to rip it open, something they can get their money’s worth from immediately. That’s what we’re both about. Before we go into the beginning of the business, what about personal life? Tell the people where you came from first and foremost and what your origin brand story is.

I was born in Hong Kong. I immigrated to Canada when I was fourteen years old as a teenager. Shortly after that, when I was sixteen years old, my mom and dad got divorced. I was living with my mom in Vancouver, Canada. My mom and I were living in a one-bedroom apartment. We were renting. My mom would sleep in the bedroom. I would sleep on the floor in the living room. I slept on the floor for many years. I was going through school a year later when I was seventeen years old.

My dad then went bankrupt because his business partner took all the money and disappeared. My dad was the guarantor on everything. He signed all the papers. That devastated him. From then on, my mom and I were on our own. My dad couldn’t send us money anymore to go to school. My mom had a tiny bit of money. I was a teenager. I made a decision and say, “I’ve got to take care of my family. I’ve got to take care of my mom.”

My mom was scared. She didn’t know how to make a living. She’s a housewife. Before then, success, money, and all these things never interest me. Out of necessity, I said, “I’m going to make some money. I got to be successful. I got to take care of my mom.” That’s how I got into the business world. I never thought of becoming a businessman. My biggest dream at the time was to open up a martial arts school and teach. That was a big thing.

Do you do martial arts then?

Yes, because I was getting beat up in school. I was getting bullied so I was learning martial arts. I was thinking to myself, “It’s changing my life because it’s giving me more confidence. It’s making me healthier and maybe someday I could teach this.” What I didn’t know was that planted a seed in my mind that maybe I like to teach but now I’m teaching. Since I’m not teaching martial arts, I’m teaching business, but I’ve always had that teacher’s heart in me at a young age.

One of the things that I picked up from where you are now and from where you started with that not being your thought initially is that your why was a who. A lot of people have what’s your why and your motivating factor and the drive, the cars, the luxury, and the things that people might know you for and might associate your brand with or you as a man. They might associate those things with you and think that you’re driven by this or that or extravagant things and a lot of money. What got you to this point is the origin brand story and the fact that your why was actually a who.

Partially, it’s also that I take responsibility. It’s also my fault because you teach branding, personal branding, and corporate branding. It’s a message that we’re putting out there. This is not what your audience would expect, but I’m being vulnerable here. When I was getting bullied in school, I was the invisible kid.

I was the kid that would sit in the back of the classroom, never put on my hand, and never ask questions. I would usually leave the class before school about ten minutes early. If I leave at the same time as everybody else, when I walk through the hallway, I get picked on. I had to leave early before all the kids come out so I can go home safely. That was what I was going through. I was living in fear every day.

In the beginning, I was driven to support my mom to guide this business. Later on, it is also ego-driven because I want people to know that I’m somebody. I want those kids to know I’m smart. I’m successful now. For the first 10 years of my business career, 20 to 30 years old, I was driven by almost revenge, almost to prove somebody wrong. All that comes from my insecurities because I’m an immigrant. English is not my first language. All those bought up emotions that I wanted to build a business. This is why the way I was doing business was not good.

Even when I went on social media years ago, I wanted to be famous. There’s a shallow reason. I want people to know that I’m smart. I want people to know that I’m successful. I also notice when I show off my wealth, I get more attention. When I show off this, show off my watch, and show them my thing, I get more attention. When I’m teaching in terms of money and sales, it’s always an emotionally-charged subject.

You’re teaching money this and that, and people will associate you with, “Are you a fraud? Are you a scammer?” When you’re teaching that stuff, people associate you that way. You can’t avoid it. That’s why I say I take responsibility because, through the process, I thought that’s what I wanted. I want more attention. I want more fame. I want to grow my business. I want to do all that stuff. Through that, I learned. I’m evolving. I see that even as a mentor, I’m evolving.

You’ve seen me a few years ago. Maybe you can share your perspective. I’m evolving as well. More and more so, I take responsibility for that because maybe people see me that way and they think I’m more materialistic. Actually, I’m not at all, especially now. Money doesn’t drive me at all. A brand is a brand. That’s what people see you. I’m still a work in progress, but now I see that I’m not driven by those things. I don’t care what people see and like. They see that you’re successful, wealthy, and all that. I noticed the content that I do in the last couple of years. I don’t do that anymore.

I’ve seen much more consistency. As a matter of fact, that’s one of the reasons why we connected. When I came, we connected and we met man-to-man or brand-to-brand in person, I could see the humanity, vulnerability, and authenticity. Those are the guiding principles of my brand and my business as well as being highly successful and in a position of leadership that gives back.

I have an upbringing in Harlem myself. I started off with a bad rap, one that was probably legally justifiable. I know what it’s like to have the first stone cast against your glass house and then have to rebuild, fortify, and solidify it, and be judged not as you are but as you’re painted or as you appear to be. I appreciated that much.

Daymond John says, “Your life is a series of mentors.” I was new to the whole mentorship. We’re used to coaching where I come from. Mentorship was a new understanding. When I researched a couple of mentors of yours, Alan Jacques and Dan Peña, you have a third mentor now that you talk about. I’d like to know a little bit about how you got into the business because some people know you for closing and they might not know you as much for the copywriting and the intense scrutiny and the scientific method of closing through print and what that science is.

In this Facebook advertising world where you purchase clients, that science is lost. It’s a science like prehistoric bones that need to be dusted off and brought back to life. If you don’t mind sharing a little bit more, maybe the first segment of your business that you were about to go into, the first ten years, where was Dan Lok and what was Dan Lok doing?

I wanted to provide for my mom. I had these crazy ideas. Maybe I could do different businesses. Nowadays, the kids would say side hustle. I was doing a lot of side hustles. I was trying to deliver packages, fix computers, and do all these things to make a living. None of them were successful. I wasn’t making good money.

In fact, I lost a whole bunch of money. I lost all my mom’s money. I lost my relative’s money. I was about $150,000 in debt when I was twenty years old-ish. To a twenty-year-old, $150,000 is a lot of money. We’re talking about many years ago. It’s a fortune. I was lost. I had the drive. I had hunger. I wanted to build something, and I wanted to be successful. I just lacked direction and some guidance.

Through luck, I met my first mentor. His name is Alan, as you mentioned. Alan took me under his wing and gave me my first high-income skill of copywriting, how to use words to influence and to sell. He took me under his wing for one year. Afterward, I started my own one-man advertising agency, one-man show, one-man band, working from home and writing copy sales letters, at the time, direct mail letters, and campaigns for business owners for different types of businesses.

Shortly after that, I was making six figures a year as a copywriter. Again, for most people, it may not be a lot of money, but I was 21 or 22. That was a lot of money for me. I was able to provide for my mom, slowly paying off the debt. That’s my first little taste of success in business. I was like, “I could utilize my skills and talents to deliver some value, make a living, and provide for my mom.”

After that, my clients who I was writing copy for were asking me, “Dan, this is great. How do I use this? How do I mail? How do I do the marketing and all that?” I’m like, “You do this and this.” They like my answers. I started charging for consulting. If I’m copywriting, suddenly, I have another side business that adds to my existing business. Think about this. I was 23 years old and I was now consulting with all these business owners who are much more successful than me, who have much more money than me, but somehow, I’m consulting with them.

That, in some way, gave me a head start in business because most people are running one business. They solve one set of problems. When I’m consulting, I’m solving business problems on the spot. You’ve seen how I work. Someone can give me a challenge and say, “Do this and this.” I could see, “This is what you need to do.” To be able to stand on my feet and do it, it’s almost like jumping off an airplane with no parachute on because I don’t know what they’re going to ask. To be able to solve complex business challenges and problems within minutes, I got exposure to all these businesses at an early age.

That’s interesting because it brings another titan of the mind. That’s specifically Jay Abraham who consequently happens to be one of Daymond John’s mentors. I’ve met Jay Abraham. He’s a phenomenal individual, a sage, and an eclectic wizard of copy and marketing. They call him the Godfather.

I’m a big fan of Jay.

He says he looked at thousands of industries and verticals within small amounts of time. Over the years, he’s compiled this ability to see in 3D. I don’t know if you’ve ever thought about this, but how many business models have you looked at?

It’s got to be hundreds. I never keep track. Think about it. I’ve been doing it since 20-somewhat years old to now I’m 40 years old. There are so many all these businesses. I don’t know how many. What I notice is most business problems, to the business owners, feel unique. It feels, “Only I got this problem and you don’t understand what I’m going through.”

When I’ve consulted with so many businesses, you notice, “I saw that last week.” What feels unique is not unique. It’s like when we get sick. When we have flu, “I got a headache.” You feel like, “You don’t know what I’m feeling.” Actually, many people feel the same way. It’s the same symptoms, and I started noticing patterns.

It doesn’t take a rocket scientist. When you’ve done this long enough, you’re like, “I see patterns of this is good and that’s not good. You do this, you make money and you do this, you lose money.” It’s almost getting paid alert. I’m consulting all these years. I transitioned from a consultant, then I went online and started my own business, selling online, getting into affiliate marketing, using my copywriting skill online, selling digital products, and selling eCom products. That’s when I made my first “bucket of gold,” my first pile of money to do everything else. Through that process, I recognize how important those skillsets are that I’m able to build my companies. I’m still using the same skills I’ve learned years ago. You think about it.

It’s the high-income skills that have been able to contribute over and over again. It’s the same skillset matriculated, but they’re preferable skills in the business industry.

Here’s what I believe. If they want to become a millionaire, $10 million, $100 million, most people would become wealthy if they focus on one skill at a time instead of Shiny Object syndrome, “Let me have a little bit of this. Let me take this course. Let me listen to this podcast. Let me do all that stuff,” but they’ve got no depth. They don’t understand what the purpose of learning is.

The purpose of learning is not information gathering. The purpose of learning is mastery. What is mastery? Mastery is the ability to execute effortlessly without the use of conscious effort. When I master one skill, over the years, I’ve simply stacked on my skill. First, I have copywriting, then I have consulting. To sell consulting, I need to develop the skill to close on the phone so the clients would pay me and hire me. I have to develop that skill.

I learned how to close on the phone and then I went online and learned about marketing into marketing, how to drive traffic, and how to convert that traffic. Now, I’ve got internet marketing as a skill. I’m stacking on these skills. Part of it utilized my copywriting skill to create those landing pages and those emails. From there, as I’m doing it, I was 26 or 27, making a lot of money. I then have other business owners asking me, “Dan, how do you do that?” We’re talking about many years ago, before Facebook and all that. People were asking me, “Dan, how do you do this?” I opened up my laptop. I said, “Do this. This is what I do.”

They’re like, “That’s too fast. Can you break it down for us?” I said, “What do you mean? Just do this.” “Break it down for us.” I said, “Okay.” Before you know it, “Can you spend a few hours teaching us?” “Okay. Fine.” Before you know it, “This is so good. Can you teach a few more people?” Before you know it, it got a little workshop going on. I’m a speaker. The crowd gets bigger and bigger. Now, I’m like, “I’m doing this.”

In the beginning, I didn’t charge anything. I’m just happy to help. Maybe I can do business. Maybe I can do speaking. Maybe I can do some sort of workshop and charge for it. Now, because I joined the Toastmasters speaking skill, I’m like, “Maybe I could use those skills but now I’m going to do it professionally and turn it into another income stream.” From internet marketing, I stack speaking on top of it. You see my journey.

I see it. The thing that I see is clients always asking for you to develop the next skill so that you can solve their problems on the ground.

Accidentally, over the years, then I’ve got all these skillsets.

Tony Robbins says recognizing patterns. You used it as well. The way he uses this pattern recognition, pattern utilization, and then pattern creation. You recognize patterns and you utilize the same pattern of habit, skill learning, repetition, and mastery of it. You are looking at knowledge the right way, the acquisition of knowledge for the right thing, not just retention or collection, but actual mastery.

You are coming back and creating your own patterns to disrupt industries and be innovative and strategic and create a whole new business model. We can go into an MBA. We can go into the qualitative all day. I want to move a little bit back to the quantitative because I recognize patterns too. This is one of the patterns that I recognize around high-level sages and gurus in this industry. It’s funny because they do this in the high office.

You can’t become a president without a wife. You can’t have a high position in religion if you’re not married. I noticed that all of the cadres of the top influencers, business owners, and people that are making a difference in people’s lives have wives. My wife saved my life literally and figuratively. She spared my life a couple of times, too.

We go to your website and we see something that you don’t see often. We see Jennie’s page and Jennie’s Story. I like to know, for the female entrepreneurs out there, for the men entrepreneurs who may not be married or who are married, what role does that play in the life of an entrepreneur yourself?

Jennie and I have been together for fourteen years now in 2022. We’ve been married for eight years. When we met, I was building but nowhere near the success I have now. From day one, it’s interesting. I have a couple of months of dating like, “This is about to get serious.” I have a conversation with her and I said, “Jennie, we’re a little more serious now. I want to let you know I have certain expectations. I’m not a typical boyfriend. We are going to be together. There are a lot of things.”

“I’m probably not a good boyfriend because I’m a workaholic. I’m driven. I’m career-oriented. There are certain expectations that you have or might have that I will not be able to meet.” I laid that out. “I would probably forget your birthday. I would probably forget our anniversary. I forget my own birthday too. This is who I am. If you have those expectations, we will not be a good fit.” I do all the negative stuff up front.

That’s an interesting statement. Go ahead.

It’s like, “I probably won’t get you flowers. All this stuff you’d expect from a guy, I don’t do any of it. I’m not romantic.” She’s like, “Okay.” “Here’s what I will do,” I said. “Let’s set some goals together. You tell me what your goals are.” We do this exercise. She wrote down an example. She said, “I would love to go to Disney.” She’d never been to Disney. “I would love to go to Japan.” She wrote all these goals that she has. I said, “I may not be able to be a typical boyfriend, but I’m going to make all these dreams come true for you. That’s my proposition.”

That was your value prop.

She said, “Okay.” In return, I said, “I love for you to support me in what I do.” She’s always been, in the beginning, supportive in terms of helping me with little things here and there. Later on, there was one incident. A number of years later, I had to do a conference, a two-day event. The event planner that I hired disappeared. I thought my money disappeared. He didn’t coordinate and organize the event. I was like, “This is going to be a disaster.” I got too much to worry about. Jennie was like, “I’ve never done this before. Maybe I could help.” She stepped in and helped to organize the event and she did a phenomenal job. I’m like, “This is way better than the event planner.”

At the time, because I was traveling a lot, she was like, “If you’re traveling this much, why don’t I go with you? We can spend more time together. Plus, I can know more about what you do.” More and more so, she got more involved in my business. Now, she’s very much involved. For everybody, for my audience, she’s not a trophy wife. She’s not just a wife or she’s Dan Lok’s wife. She’s Jennie. She’s her. She is so important to what I do in my business. She’s super smart. I say this. You will only be as successful as your spouse allows you to be.

You will only be as successful as your spouse allows you to be.

Go a little bit deeper into that.

If you are ambitious, you have certain goals. Let’s say you want to build this size of business, and your spouse is like, “Why do you work so hard? Why do you want all that? When is enough?” If you have a spouse that’s like that, you’re going to have a problem. Both of you need to be on the same page. If you want a lot of success and your spouse wants just okay or mediocre effort like everybody else, you’re going to have conflict at home. That’s a problem.

Jennie and I are always on the same page. She sacrificed a lot because, in some ways, she builds her life around what I do. Her schedule revolves around my schedule. She gives up a lot. If you ever see her life event, she’s helping out. She’s doing everything in the schedule. In the beginning, she was struggling with her identity too until we talked about it. She made a decision, “Dan’s success is my success. Let’s focus on his career. Let’s help him. His success is my success.” When it took on that, here we are. I will not be where I am now without her. It’s not even close.

Thank you so much for that. Me and Dan, we can go on and on. When I met Dan, there were a lot of things that I wasn’t doing that I do now. I had on a white shirt and a red tie. I was getting there, but I wasn’t quite there yet. I met with Dan, and a lot of things changed. One of the things that changed was this guy right here. This guy right here was inspired by that guy over there. I came on to the SMART Challenge. I saw Dan and said, “He’s got a toy icon of himself.” I said, “That’s branding on a whole another level.”

I’ve learned so much from Dan Lok, and my numbers increased. I was able to add a zero to the back of my offers. I’ve learned so much. My ZIP codes, the car, and the watches I wear have changed. The only thing that hasn’t changed is the morals, the values, and the principles. They stay the same, but they have been strengthened. When I bring a person of Dan’s caliber in front of you, I want you to understand the quality and the genuineness of the character and the individual that’s being brought before you. Dan, again, I’m honored, pleased, and humbled to have you do this for my audience. Thank you again.

Welcome.

I want to talk more about the direction now and where you’re headed. There’s so much that you’re doing, and it’s happening so fast. You’re like an alien to regular people. I’ll be honest.

I have 3 eyes and 4 legs.

We talked about how long you can stand and how long you can teach, but everything that you’ve been able to do in such a small amount of time. Most people in specific generations that talk about copywriting and direct response marketing are well into their 50s, 60s, and some, 70s. You’ve been able to do all of this in 30 years, maybe 20 years. How does that happen? Who qualifies to be a mentor to you? Let me ask you that.

I have my personal mentor, Alan, my 2nd mentor, Dan Peña, my 3rd mentor, Dwayne, and then my 4th mentor now, which is Ivan who is in venture capital and is also my business partner. I don’t want to say I’ve done a lot because compared to Elon or Jeff Bezos, I’ve done little or nothing. I look at what Elon has done, but in my little career, over the years, most people have a problem.

Even in this industry, in the influencer space, in the coaching space, in the copywriting space, or the marketing space, most people who get into it get stuck in it. That’s, “I’m a speaker.” They speak for 30 years. The same people that I was studying from many years ago fast forward to now are still doing the same thing. They’re doing the same. The speakers that I was listening to are still doing the same thing. They haven’t been able to break out of that glass ceiling in my mind.

In some way, I always look at what I do. Those are my skillsets, but it’s not necessarily who I am. That’s a big distinction. I have copywriting skills, but I’m not a copywriter. I have consulting skills, but I’m not a consultant. I have speaking skills, but I’m not a speaker. Those are skills that I have, but it doesn’t box me into a certain identity. Fast forward now, if you ask me several years ago, most people would see, “Your teacher is high ticket closing.”

Your skill sets are not necessarily who you are.

People think I’m a YouTuber, which is funny. People are like, “You’re on YouTube. You must be a YouTuber.” That’s how people think. You’re on TikTok. You must be a TikToker. That’s how they see. I see that’s just a platform in my mind. You see all these skills I have and fast forward to now, I’m looking at what I do and where I’m going with all the skills.

If you ask most people, they see probably that I teach closing and coaching and they will see that’s what I do. You are my inner circle. That’s not what I do. I’m the Cofounder of Meetn, which is a direct competitor of Zoom. That’s a SaaS company. I am a Managing Partner of DragonX Capital, which is a venture capital firm that I’m a partner in.

We invest early in C-stage tech companies. Here’s what you don’t know yet, but I also assume the CEO position for a financial service company, FV Vantage, which is a lending company. Financial service is my real business. I do the teaching things because I like doing it, but that’s not where the money is. I’m able to make a lot of money doing it. Don’t get me wrong, but I also impact a lot of people.

I’ve taken a lot of earnings. First, you got to learn how to make the money. Once you learn how to make the money, then how do you actually not spend it? You save that. How do you multiply it? I would save the next 10 or 20 years of my life, not making it, but I’m spending more of my time managing the investments and portfolio more like an investor. I am a CEO but also a CEO/investor. That’s the next 20 or 30 years of my life.

For the audience, while you’re making money right now and you’re looking to become a coach, consultant, speaker, and all that good stuff, he said, “Make the money, save the money, and then smartly invest the money so you don’t have to do it for life.” The skill that you’re using right now to get in, you don’t have to stay there. Use it to get the resources, hold on to the resources, and then apply the resources and other things.

You said, SaaS, a direct competitor with Zoom, venture capital, and then a financial services company so that it turns over on itself. Let me ask you a question because I want everybody who is a professional services provider, these coaches, these closers, and these speakers to know this. I’m going to get into leadership in a moment, but the same level of skills that you’re using here are applicable to those other principals, aren’t they?

You apply them at a higher level like raising capital. They’re still closing. You’re just selling bigger things. You’re selling to a different audience. Here’s what I believe. One of the most common things I see in the coaching, consulting, and speaking space, in which a lot of your audience is, is high-income but underinvested.

They’re speaking. They’re coaching, they’re consulting, and they’re making the money. They’re making a profit. They get a little house. They get a little thing. They go on little vacations. They do all that. What they don’t know is that’s only half the game. Imagine this, Shaan. Pick any sport, let’s say basketball or football. What if you only play half the game, and the other half, you say, “I don’t play,” are you going to win?

Not at all.

They think, “First, I need to know how to get clients, how to make offers, how to grow, and how to scale the business.” They think that now the business is making good money because of thousands of dollars, millions, or tens of millions of dollars, “I’m done.” That’s half the battle. That’s half the equation now because you look at most of them.

I see them, my peers, speakers, influencers, and anyone in that space. Through their careers, they made millions and millions of dollars, but most of them, if you say, “What assets do you have?” they will say little to none besides their home, which is not an asset anyway. You’ve made millions and millions of dollars, but at the end of life, they got nothing much to show for it. I saw that. I won’t name but there’s this certain speaker that’s legendary. If I say the name, you would know. We all know.

Go ahead. I’m loving this.

You would see them. They’re 70 somewhat years old and they still have to go get on a plane, travel somewhere, do a speaking gig, and pick up a $15,000 or $20,000 check. I said, “I don’t want that.” This is a vehicle. It’s my passion, purpose, and profit. Great, but I want to take that money. I don’t want to be income-rich and asset-poor. I want to be income-rich and asset-rich.

If I’m going to get on a plane and speak, I do it because I like to do it, not because I need that speaking gig check. I saw that. I said, “These guys have speaking skills, great. Maybe they have coaching skills, great. They have marketing skills, great. They have copywriting skills, great, but most of them don’t know how to build a business. That’s what I noticed.”

For most of them, it’s one person and then a few staff or a few assistants. That’s not a business. They’re not actual business people. Second, they don’t know how to invest. When I look at that, I don’t want to be a speaker. I’m going to learn the skills that it takes, the leadership skill, the team building skills, all the skills that I need to be a CEO of an organization and also an investor. My money works for me I don’t want to have all this income coming in and then just spend it. Where are the assets? We need to convert that profit into assets. That’s the second half of the game. In other words, we develop skills so we can generate more income. We build a business so it will generate more profits. Getting a business gives us more leverage so we can generate profits beyond our physical presence so we have more cash to invest. Until we invest and convert that into your net worth, you’ll never be wealthy.

They’ll be cash-rich, asset-poor, and have money but not be liquid.

The money’s not working. They’re still working for the money.

They don’t actually have freedom.

They will never have freedom because when they’re not coaching, speaking, or doing the thing, money stops. I’m teaching not because I don’t need the money. I teach because I like to teach. You’re coming from a different place.

There you go. Now we’re talking about authenticity.

Buy my course or don’t buy my course. It doesn’t make a difference to me.

I love it. Dan, we talked about team building. We’re going to dig deeper into that. Before we do, I want to get into this conversation about investing. There are a lot of people with a lot of conversation around investing. They talk about real estate, flipping, money, and what they can do with the cash cap. Can you shed a little bit of light on this thing?

I’ve done a lot of investing. We’re doing internet business. I always like tech and the internet.

In my late twenties, I was an angel investor. For those of you who don’t know what an angel investor is, it’s an individual investor. I would put in a little bit of money. Here’s a young founder. It seems to be a little nice website with little tech maybe. I’ll give you a little bit of money, not a lot. Maybe $30,000 $50,000, whatever. Maybe they’ll turn into something. I don’t know. I made these angel investments not knowing what I was doing. Although I know internet marketing, I didn’t know tech. I wanted to be in tech.

I invested in these companies. All ten lost money. I put all money in all 10, and all 10 lost money. It never stopped me from thinking, “There’s something here.” I do have other investments, but I am simple. I don’t do NFT. I put $0 in crypto. This is why it doesn’t affect me whatever’s going on. I have some real estate. Now, most of my money is in tech. I’ll give an example, Peter Thiel. In 2004, he invested $500,000 to buy 10% of Facebook. When Facebook went public, eight years later, that $500,000 turned into $1 billion.

It’s one single investment. Facebook, as you said, is the alien. It’s 1 in 1 million. I get that. When I see something like this, and you can talk about Uber and all these other tech companies that are in our lives, I said to myself, “That’s what I want to be in. That’s what I want to invest in because software eats the world.” That’s what I believe.

In every single thing we do in our lives, software touches our lives one way, shape, or form. Look at your cell phone. Look at our computers. Look at everything that we use. Look at the Uber that we use. Look at everything that we do. Many years ago, most of the biggest companies in the world, telecommunication and oil companies, you see that. Fast forward now, the biggest companies in the world are Amazon, Apple, Facebook, you name it.

Making Money: Software eats the world. It touches every single thing we do in our lives in some way, shape, or form.

Here’s a question, Shaan. Years later, what companies do you think will occupy to be the biggest companies in the world? Almost all of them will be in tech. I don’t need to be a rocket scientist to say, “There’s a lot of money. There’s a lot of wealth being created. How do I be a part of that?” I cannot build something. I’m not a builder. I didn’t go to Harvard, Stanford, or MIT. I’m a street-smart guy. I cannot build something, but how could it be part of it? That’s when I made a decision I wanted to invest. Now here’s the thing. I haven’t this shared with a lot of people, but I’ll share it with you.

I made a decision. I’m making a lot of money from what I do. Business, I want to put that to work. I don’t want to buy stock or any of that stuff. Here’s the thing. Anyone can go and buy Facebook stock. Let me ask you this. If you have an opportunity to go back in time to 2004 to put $500,000 into Facebook, would you do it, yes or no?

Of course.

Everybody would say, “We would do it.” I said, “It won’t happen.” Here’s why it won’t happen. One, Mark will never call you and me. He will call Peter. We will never see that deal. You will never see that deal. You will never hear about it. By the time you hear about any of these techs, Uber or Airbnb, it’s IPO. It’s ten years later.

Second is, even though Mark does call you, not the Mark now, in his dorm room with the sleepers on, looking like a geek with oily hair, are you going to invest in that guy and give him $500,000? Chances are the answer is no, seriously. Those opportunities never get to people like you and me. When I went into the industry, I was like, “I’ve got this money.” It’s almost like you go to play in the casino, “Can I play?” They’re saying to me, “You can’t play.”

I felt that way myself. I understand it completely. Most of the people reading this have felt that.

It’s a club. Think about it. They say, “You are not one of us.” I have money to invest. Money to them doesn’t mean anything because they have money too. Go to Google. You look at the biggest tech companies in the world and all the names that you will know, it’s all invested by a small group of companies. It’s all the same group of people. It’s a monopoly. They said, “You’re not Harvard. You’re not Stanford. You’re not MIT. I’m sorry, you’re not White.”

Here we go. We’re digging into it now.

I was pissed quite frankly. I was like, “Why?” “You’re not one of us.” It took me years to exhaust my network. I said, “I want a seat at the table. How can I get into the game?” I know what you know. Think about that. I know the US, in San Francisco, in Los Angeles, we know how wealthy the Chinese community is and how many properties they buy out. We know that. I’m like, “How come they’re not investing in tech?” It’s because they can’t get in. I said, “If I can get a seat at the table.”

We have the same conversation in the Black community. Go right in.

That’s exactly that. How come you don’t see African American investing in all these tech companies?

That’s why we’re having this conversation, Dan. Go right ahead.

Why? As I said, would you invest in Facebook? Yes, but they will never call you. I’m like, “How do I get in the game?” I use all my network, and I’m in YPO. Finally, I’m able to meet someone. I said, “How can I get in the game?” After all these years, finally, I met my mentor, Ivan Nikkhoo, who’s got many years of venture capital experience. He used to be the Head of the Tech Division for Wells Fargo. I said, “Can you mentor me? Can you teach me?” I wasn’t even thinking, “Teach me how this game works. I’m a good student. Teach me.”

As he’s teaching me, he can see my vision and what I wanted to build. Finally, I convinced him, “Let’s set up a venture capital fund together called DragonX Capital. Let’s build something together.” Finally, I have a seat. If someone wants to set up a venture capital fund, there are only a few banks, Silicon Valley Bank or the First Republic, that can do it that specialize in fund formation. They don’t set up any new accounts if you are not an existing client. If you don’t have a fund right now, you can’t even set it up.

You won’t get one.

You can’t even open an account.

All money isn’t green, and it doesn’t make a difference how much money you got.

They do not take on a new client. You can’t even get an account. That’s how closed-door this is. It’s ridiculous. Through Ivan’s relationship, we’re able to create the fund. We set up the fund and then now I’m in the door finally. I look at that, and I’m like, “We can help all these amazing founders.” I work with entrepreneurs all my life, you know that. Look at all these tech founders. I said, “This is an amazing opportunity.”

If I can open this up using DragonX Capital as a gateway to your community and my community, where people who would never have the opportunity to invest in these deals now could, what would happen? Think about it. We know that from the Chinese community and the African-American community. It’s the same thing. There’s a lot of money there too. Now you have more influence in the whole tech space. That’s how I see it. Even for African-American founders, it’s hard for them to get funding. You look at my website, DragonX Capital. Do you know who we back? Minority founders.

Come on, Dan. Let’s go.

Our investors are the minority, “You’ve got a good idea. You’ve got a good tech. You’ve got good software. Let us back you. Let’s do it.” That’s why you can see the website. We invest in big taglines. We invest seed in the early stage outside of Silicon Valley. Even if you are in Australia, we can back you.

The 16-year-old Math genius, tech whiz, and software genius can come to Dragon X capital and get funded.

Yes. Contact us. Pitch us your idea. More than that, because of my education and my background, the difference is this. I’m going to take you behind the scenes of how this industry works.

Thank you. My audience appreciates it. Please do that.

Everything I’m telling is a private club. You can’t get in. It doesn’t matter how much money you have. They won’t let you in. They won’t let me in.

They’re making examples of individuals and celebrities as we go on. It doesn’t make a difference how much money you’ve got.

I had money, and they wouldn’t let me invest. I said, “You wouldn’t take my money?” “No.”

Your money isn’t green over here.

It’s almost like, “We don’t let people you invest,” attitude.

It’s not about revenue. It’s about relationships.

It’s nothing to do with that. It’s all relationship.

It’s more relatable that way.

We are brand new. This is the first year of a brand-new venture capital fund. We have no track record yet. Here’s my prediction now. This is 2022 on Branding You declaration to the world.

Where are we going to go? I predict our venture capital fund would be one of the most successful venture capital funds in the world. Here’s my prediction and why I would back it up. Here’s what most venture capital funds do. You need some money. They write you a check. See you in ten years. I said to myself, “You give the founders the money.” I am a business owner myself. Giving someone money without giving them skills doesn’t help.

Giving someone money without giving them skills doesn’t help.

Money doesn’t solve money problems. Come on.

They still have sales issues. They still have lead generation issues. I happen to know a thing or two about that. I’ve got certain skills. The way that most venture capital firms do when they invest money is more like passive investing, “I want to check. Goodbye. Don’t talk to me in ten years.” I said, “What if I do active investing?” I’m giving you the financial capital, that’s good, but I’m also giving you the intellectual capital. I’m also giving you the training. I’m giving you mentorship. I’m giving you support. I’m giving you my network. Wouldn’t those investments do better? Wouldn’t the success rate be higher?

It’s an incubator.

Wouldn’t the founders feel more supportive? What if I also put them together in an advisory group so they could help each other? What if we do that? It’s a platform. The founders do better. The companies do better. Our return would be greater. Our investors would be happier. I am then in control of the rate of return versus if I buy stock, I cannot call up the CEO of whatever stock that I buy, “I don’t like the way you’re doing things.” “Who are you?” Now I know the company I have invested in. I call the founders. We know what they’re going to do. We know what moves they’re going to make. I have much more certainty. This is why I’m not interested in investing in other things. I don’t know how they will do.

You can’t have influence over the outcome.

I can’t add value.

Here in DragonX, you have a founder mastermind?

That’s right, through TIGER Council.

TIGER Council, where founders find a community of other founders. They’re able to speak, decompress, and divulge all of the stresses.

TIGER is an acronym. It stands for Tech, Innovate, Grow, Exit, and Raise capital. That’s what we teach. What do we teach? We teach founders that. Building the software, building an engineer team, growing, and getting traction, all that is good but that’s not the biggest challenge. The biggest challenge is how they get the money. How do they get the capital to do all that?

You got the edge.

Most founders don’t know how to pitch. I do it because I see founders pitching to me every day. I’m like, “This is a bad pitch.”

I’m thinking of Shark Tank. I’m thinking of all the founders there.

They don’t know how to pitch. Sometimes they pitch but they don’t know how to structure the equity, “How much equity should I give away in exchange for this money?” Sometimes they give too much. Sometimes they give too little. Sometimes the valuation is too high. They don’t know these things. No one is teaching them. I say because, on the other side of the call, we are the venture capitalists.

I know how we think. Let me help you to structure your pitch so you get the money that you need, not just from us but from the next level when you get bigger and bigger. I combine the capital side with the education side so I get better returns. Why would I want to help them? When I help them to get to the next level, I could also invest.

It’s a win-win-win.

It’s an ecosystem.

I’m very educated. I have multiple degrees, multiple backgrounds, and multiple different universities. I had the pleasure and the privilege of sitting down with Jack Welch before he passed away. He talked about General Electric and turning GE into a university. He called it a leader feeder. This is why he was the Chairman of the board for so many years and the CEO of the Century because he got a 400% multiple on what GE was when he entered.

They called him Neutron Jack for a long time because he always cut off the bottom 10% but people who were phenomenal, they’re all CEOs of multiple different companies now, whoever went through the leader feeder. What you’re describing to me is TIGER Council and DragonX Capital are the same thing, a leader feeder and a founder university.

It’s simple. If I’m giving them the capital, I want them to use it wisely. I want them to deploy the capital and hire the right people. Let’s teach them how to do that and get them ready for the next rung of funding so that they could go to the next level. If they could do that, our investments do better. If our investments can provide a return that’s exceptional, investors would be so happy. To me, that is an ecosystem, and that’s disruptive.

It’s very disruptive and innovative.

We are already getting investors from investors who may not have an opportunity to invest in these opportunities and deals. On the other hand, I’m providing support to founders who might not get the support in the traditional sense because maybe they’re outside of Silicon Valley, they’re too young, they’re minorities, or whatever it might be. If I can provide that and they’re smart and good, now they have an opportunity to utilize the capital and build something great. I can do this until I’m 80 years old. It will never be boring for me.

If you’re reading this right now, number one, this is Hollywood ground. You’re lucky. This is a blessed conversation that we’re having with Dan Lok. If you are a founder who’s fledgling but has a phenomenal idea, creation, or innovation, and you don’t have the resources, funds, support, people, counseling, advisors, coaches, consulting, solace, and home that you need, it’s here.

If you have discretionary capital and you don’t know what to do with it, you can’t get in, you’re blocked out, your money isn’t green over there, nobody seems to accept you, you don’t know what to do with the nest egg, and you don’t know what to do with the seed, here is fertile soil. Correct me if I’m wrong, but that’s what I’m hearing. Here is somewhere where you can plant it. It can be nurtured. You can be sound and feel safe in your investment.

I was talking with a potential investor a few days ago. I was asking him. This investor is wealthy. I said, “Let me ask a question. Do you have a stockbroker?” He said, “I do.” “When a stockbroker sells your stock, the stock goes up. Stock goes down. Does he care? Does he make less commission if it goes down?” I said, “Do you have a real estate broker?” He said, “Yes.”

“You buy a piece of property. The agent makes a commission. The property goes up in value or goes down in value. Does the person make less commission?” “No.” Your investment ups and downs don’t affect them. The way that we set up the fund during the next capital, first of all, we turn all the principal first to investors before we do any split. 1) We don’t make money until the investors make money. 2) I am the largest investor in the fund.

That’s leadership.

I will always be the largest investor in the fund. It’s simple. Investors and my interests are aligned. It is in my best interest to maximize the return and help the company succeed. It’s that simple. How do I know it’s going to work? It’s because I put all my money into it. If I don’t make money, I work for free. I don’t work for free. When it’s in my best interest to do so, you can trust it. It’s that simple. I would be watching the money more carefully than you watching your money. Believe me, because my money’s all in there too. You don’t need to call the founder. I will call the founder.

Let me ask you this. When someone does that, when someone invests with you, or when someone comes in, do they have access to you? I’m thinking of the questions that might be asked on the outside. When they do make the investment, you’re going to call the founder, but do they have access to you? What does that look like? Does it look like a community?

We have both. I put both founders and investors together. The investors will be able to see the founders, and what they’re doing. Wouldn’t it be nice? You invest in something. What is going on?

That’s something else there.

It’s transparency. When you buy something like Bitcoin crypto, you don’t know what is going on. You know the recent news. The founder’s like, “Here’s what’s going on.” Investors report every quarter. You know exactly what’s happening. Everything is transparent, and you will know. We have an online area. You can see exactly how much we invest. Here’s what’s going on. Everything is transparent. First of all, with the SEC, everything has to be transparent anyway. You know exactly what is going on, what’s happening, how the company is doing, what’s the valuation, and everything. That’s what I would want if I put my money into it.

This conversation has taken a turn to the good, the better, and the best. This was not premeditated. This was not what my idea was. I’m so glad that we got here because it’s so beneficial to the communities that need it. We have been blackballed. We had restrictions and got prohibited. We’re not granted access to the player’s ball or whatever that looks like. I want to thank you for that for all of the communities.

I hope you’re paying attention, guys. I won’t ever bring anyone in front of you that I can’t say is 100% authentic, genuine, and someone that I subscribe to, invest in, and invest with. I’ve been working with Dan for the last few years, and it has done nothing but add a zero to my net worth, my confidence, my community, my intelligence, and my growth as an individual, as a professional, as an executive, and as a leader.

We are coming to a close on such a phenomenal, insightful, narrative-changing conversation with Sifu Dan Lok because he is my Sifu. Dan, I would love for you to expound because everything is leadership from the beginning to the end of it. You will not go as far as your leadership would take you. Leadership is everything in business. It’s everything in branding. Let me know on your side of the world, at your level, how important leadership is.

First of all, I want to say I wasn’t always a good leader. I was a lousy leader for many years of my life. For the first many years, I was a solopreneur. I got some contractors, some assistance, and stuff, but it was a one-person operation because I was a control freak. I don’t trust people. I was micromanaging and doing all that. Sometimes, we’ve hired people and then you get disappointed. You’re like, “I’m not going to hire again ever. I’m not going to trust all these things.” We grow bigger and bigger. I notice I cannot do everything. I need people. I have made so many mistakes.

I’ll give you some examples, the ones I remember. There’s probably a 200-page book on all the hiring mistakes that I’ve made. I could do that. At one point in my career, I have over 40 people directly reporting to me. Horrible idea. Complete chaos. You should never have more than seven. I have had a two-year legal battle with an ex-employee. I’ve had a business partner who took advantage of me and then went out there, badmouthed, and talked crap about me. An employee who I have paid off their debt talked crap about me.

I’ve had to fire my chief operating officer two different times, two different people. I have had my number one media buyer who, in the middle of an expansion, quit in the middle of that and go work for my competitor. We were running the ads and all that. I could go on probably 30 more case studies and some of these things that have happened. I’ve had one of my executives on a project who spent $500,000 with nothing to show for it. I’ve had my horror stories.

Most people would be like, “I don’t know if I want to be a leader. It sucks. It’s so hard.” At the same time, to scale and grow, we have to lead. The problem with leadership is that you don’t get that from a book. You get some ideas from a book, but you need to develop that. You need to earn the respect. It’s not about the title. It’s not, “I am the CEO. You listen to me.” You know that you got to earn the respect of your team. I’m always a student of leadership. I’m always learning. I don’t consider myself a great leader. I’m always learning how to become a better leader. Your company is limited by your management, your vision, and your leadership skill. That’s how I see it.

your company is limited by your management, your vision, your leadership skill.

In order to develop one’s leadership, what are three core principles? Everyone reading will not follow and become a part of what we’re doing. That’s okay. If you could leave the people with the three core principles of leadership that if they take action will transform their personal, professional, and business lives exponentially, what would those three things be?

Let me give you something useful and not what everybody says. The first thing you do, number one, and I didn’t believe this, is culture eats strategy for breakfast. Your people and what forms a culture are your core values. Most people, if you’re running a small business, you’re like, “Core values seem so fluffy, big company, and all that stuff.” I didn’t use to buy into that either until I run a bigger business.

My core values are on my website. It’s UNLOCK. You can go and see it. It’s an acronym for Unity, Next-Level Performance, Loyalty, Ownership, Customer-Obsession, and then Kaizen. That’s my core values. All the people I hire are based on core values. When someone comes in, I say, “Think about core values as your DNA. Here’s the DNA of the company. Do you fit this criterion?”

“Is it a fit?” There we go.

I fire based on core values. When I fire someone, it’s not like, “I don’t like you.” It’s “Whatever you’re doing or the mistake you make, that’s not next-level performance or that is not unity. You don’t embody the core values. Sorry, not a good fit.” I also coach based on core values.

When someone’s not doing a good job, I don’t say, “John, I don’t like the way you do it.” “John, one of our core values is next-level performance. We’re always striving to learn. We’re always striving to do better. It seems in the last few months, you’ve been taking a back seat and you are not all in. Can you tell me what is going on?”

Taking the time to do that, that’s number one. It’s very tactical. It sounds like, “I don’t have time for that. That’s for a big company.” You will never get big when you don’t have this. These are your guiding principles on how you make decisions and how your team performs when you’re not there. How do you free up your time? By having core values. Here are the four types of employees that you have. At the top, we have performance and then culture.

Someone who is, “I’ll do it quickly,” or someone who’s high performance and high culture, I call that A-players. If we have A-players, what do you do? You get out of the way.

You don’t do anything. You leave them alone.

Don’t micromanage because they are high-performance. They’ve got the skill. They’re high culture. They believe in what you do. They fit the culture. If they’re loyal, leave them alone. Don’t try to micromanage. Let them shine. You then have people who are low-performance but high culture. They’re loyal. They’re good people, but they don’t have the skills. They lack some skills.

What do you do with these people? You give them training. You need to train them to elevate their skills so that they could become A-players. They are high culture, loyal, but low performance. You then have C-players. These are the people who are high-performance but low culture. Sometimes I call them buttholes. This could be your number one sales guy who doesn’t show up on time.

This could be your top person who has been around for a long time. They feel like they’ve got special privileges. They don’t need to do certain things. They feel entitled. They’re very good at what they do but low culture. What do you do with these guys? You got to coach with consequences. You got to have a one-on-one with them and say, “We got to talk,” with consequences. If they don’t change, they’re going to be gone. Sometimes you do need to let them go. I know it feels like, “That person is producing 20% of revenue. That person has been with me since the beginning.” I get it, but here’s the problem. If you keep these guys around too long, what is the A-player thinking?

You don’t have the right culture and you’re not leading. They’re more important than they are so they will change into C-player themselves.

They get away with this stuff. They will turn the A -players into C-players. You’ve got the D players. You got to fire these guys immediately, low culture, and low performance.

Get rid of them.

Why are we even having them? They should be gone.

That’s the bottom 10% that Jack Welch was talking about.

Here’s what happens. When I coach business owners, I said, “The first thing you got to do with the existing team, you got to look at your people. Who are these guys? Who are the B-players? Who are C-players? Who are D-players? Percentage-wise, you got to be honest.” You cannot be, “I think it’s A.” No, Come on. Let’s be honest.

The first thing you do, you go back to your business. You fire these guys first. First of all, put the business in a little bit of chaos. That’s not a bad thing. Brace the impact. It’s knowing that it’s going to be a little bit shaky. Rock the boat a bit. It’s okay. When you do that, here’s what’s going to happen. You do that first. Guess what’s the A-player thinking?

“That’s good.”

Guess what the A-players are doing? They’re cleaning up all the messes. They’re deep thinking. They’re like, “Thank God they’re gone. I don’t have to clean up the mess. Finally, I can do what’s productive.” You then have a conversation with the C-players next. They see you fire all these people. They see you were serious about change. I didn’t know you were that serious.

They start wondering if they’re next.

Now they know you’re not monkeying around. This is serious stuff. You are going to fire them. You have that one-on-one. They pay way more attention. You can turn some of them around and turn them into A-players in a number of months, good. Some of them cannot, so then they need to go as well. A percentage will be here, a percentage will be there.

Now, the B-players are watching, “All these people are gone.” You sit down with them and say, “John, Michelle, and Kathy, I love your loyalty. It’s great. I see that you’ve got great potential, but I need to give you some training to elevate your skills.” Now they’re much more motivated. With one single move, these guys free up their time, pay attention, and want to get trained. That would be the second technical thing that you can do.

Last one, John Maxwell said it best. He said, “If you think you’re leading, you turn around and no one is following, you’re not leading. You’re taking a walk. Good leaders have good followers.” Shaan, you teach this. How do someone who’s a good leader? Look at how many followers that person has. No one gets followers without being a good leader. If that person is influential, a lot of people pay attention to what that person says. They have a lot of followers. That’s a good leader. All good leaders are good followers.

No one gets followers without being a good leader, and all good leaders are good followers.

In my CEO position, I’m leading, but then I’m also following my mentor’s footsteps. I’m following people who are better. I’m following people who have more experience than me. We learn to be better leaders by being good followers. Most people don’t know how to be good leaders because they’re not good followers themselves.

I would call myself a good mentor because I’m a good mentee. I know what a good mentee looks like. I behave like a good mentee. The relationship with my mentor is so much better. This is why Alan’s been my mentor for 20 years and Dan’s been my mentor for 15 or 16 years. We have a long-term relationship because I know what a bad mentee looks like. I don’t want to be that. I know what a good mentee looks like. I want to be that. That makes me a better mentor and a better leader as well.

This will be the last question, Dan. Thank you so much for your time. You’ve spent a lot of time and you were teaching before this. There are 10 million to 100 million subscribers already. Subscribe to Dan’s stuff and get in there. Get some more wisdom, knowledge, and understanding of leadership, culture fit, and hopefully, investing. Move over to that side, all of the different influential spaces, the copywriting, and the closing. This is the last one, Dan. How important is mentorship?

I would not be where I am without my mentors. There are three ways to learn in life. The first way is learning from yourself. The advantage of learning from yourself is there’s no tuition. Anyone can start any time, no bear of entry. You can make a mistake and learn from yourself.

There’s no tuition, but it’s their cost.

Pain, time, and money.

Learning from yourself is not really free. It’s free to learn, but it’s not actually free. Here’s the problem with learning from yourself. As human beings, we creatures of habits. I give you an example. Shaan, have you ever made a mistake more than once?

Over and over again? Yes, I’m famous for that.

Until we learn it, sometimes we made a mistake many times. We don’t know. There are two problems with learning from yourself. Number one, either you don’t learn because we repeat a mistake or you learn the wrong thing. I’ll share a quick story. Remember I was sharing with you that I was getting bullied in high school and getting beat up? One night, I was watching a Bruce Lee movie, Return of the Dragon. He was in Rome, fighting with Chuck Norris, and beating all the bad guys. I was getting bullied in school. I was watching cable TV. Bruce Lee came up on the screen. I’m like, “This is my hero.” Instantly, I fell in love with Bruce because of the same thing.

Making Money: Two problems with learning from yourself is that you either don’t learn or repeat a mistake, or you learn the wrong thing.

He couldn’t speak a word of English. I couldn’t speak a word of English, but he’s kicking all these bad guys and doing all that stuff. I’m like, “This is amazing.” I fell in love with martial art. I would watch all the Bruce Lee movies, The Big Boss, Game of Death, and Enter the Dragon. I would get a little pillow at home. I would hit the little heavy back in a pillow, practicing what he does and all that.

I would get a nunchuck, and I was doing a nunchuck at home and all that. I also was taking martial arts classes. I fell in love with martial arts. Anyway, long story short, many years later, I’ve had the privilege to learn from my Sifu, Ted Wong, who is Bruce Lee’s original student. He spent more time with Bruce Lee than anybody else. A lot of photos that you see in magazines and stuff is Ted and Bruce. Ted was training in his backyard all the time. He was the one that’s getting kicked all the time. He had held it back and was holding all that stuff.

I’ve had the privilege of studying with him. I know what he likes, so I was the one that’s spending more time with him than anybody else. I’ll take him to his favorite restaurant because I know what food he likes. He likes barbecue pork, in case you’re wondering. The first time I saw him, he said, “Dan, show me your understanding of Bruce Lee’s martial art.” I was like, “Here we go.”

I was doing the kicks in. I got my nunchuck and did all that stuff. Sifu was like, “What is this?” I said, “Sifu, Bruce Lee’s martial art. That’s exactly it.” He said, “No. That’s what it’s in a movie. That’s not Bruce Lee’s martial art. His martial art is the exact opposite of that. It’s economy of motion. It’s not telegraphic motion. No screaming. No jumping around. None of that stuff. It’s not what it is.”

Here is the problem. I was learning from myself. I learned the wrong thing that I thought was right. The second way is you can learn from your peers. What’s the problem with learning from your peers? Let me ask you a question. Your peers, the people that you know, do they earn far more than you, far less than you, or the same?

Either far less or the same. Hopefully, the same but that’s not the person you need to be learning from.

That’s right. Think about peers. Let’s say you want to learn how to dance. I say, “I want to learn how to dance.” He’s what I won’t do to learn. “Shaan, I don’t know how to dance. Do you know how to dance? You don’t know how to dance. Let’s get together. You don’t how to dance, perfect. Join us. You qualify.” We get a bunch of people together who don’t know how to dance. We get in a room. We still don’t know how to dance.

A pool of ignorance is not wisdom. You get a bunch of people. Think about if they earn the same as you, a little bit more than you earn, or far less than you. That means their business acumen and financial savvy are roughly the same as yours. If you don’t know how to do something and they don’t know how to do something, and somehow you guys get together, you won’t know how to do it.

That’s where a lot of these communities come from. It’s the communities of people that don’t know what they’re doing.

It’s the blind leading the blind, but it feels good. It feels like you have some emotional support. It feels like networking. It lets you talk about it. You don’t know what you’re doing. They don’t know what you’re doing. You’re giving each other the wrong information. Does this work? Not really. The last way is learning from a mentor. Who’s a mentor? A mentor is someone who’s been there and done that and continues to do it. Here’s the difference when you’re learning from a mentor. A mentor has made the mistakes that you’re probably about to make. They have arrows on their back. They have gone through hardships, adversity, and all that. How do you know you’ve got a good mentor? It’s simple. Let’s say you say, “I want to climb Mt. Everest.” Let me ask you a question. Is it a big goal?

It’s huge.

Is it dangerous?

Very.

Here’s a question. Let’s pretend that’s your pinnacle successful business. That’s your goal. You’re going to climb Mt. Everest. Would you say, “I’m going to go grab some gear and go by myself?” Would you do that if you want to climb Mt. Everest?

No.

Why not?

I’ll probably be on one of those small precipices, dead.

Here’s the thing. Would you go get a bunch of friends, and say, “You’ve never done it. I’ve never done it. How about we grab some gears and go?”

They probably got a lot of helicopters for those people that choose to do it that way.

What would you do? If you ever watched someone who ever climbed Mt. Everest, you see these photos online. They would take selfie photos. You got to take the photos. You’re on the top of Mt. Everest. It’s one of the greatest moments of your life, the greatest achievement in your life. You see this picture. You got frozen goggles. You have a runny nose and all that. Maybe some guys take your photo and you would see the reflection of the goggle. It’s a little skinny guy, 150 pounds, carrying 100 pounds of gear, taking the photo.

Sherpa.

It’s the greatest moment of your entire life, “Finally, I’m at the top of the world. I finally accomplished my goal and built the business that I want, or whatever it might be. This is amazing.” To your mentor, it’s just another Tuesday. “You know what? I was here last week.”

They going to do it next week.

That’s who you want. It’s your greatest accomplishment. You finally get there. To him, it’s just, “I take people here all the time. You’re the 200th people that I’ve taken on to the top of the mountain.” You don’t want a guide that’s like, “This is my first time doing it. Let’s see if we can make it.” You want a guide that’s like, “Again. What’s new?” That’s a guy that can get you up there and get back down safely. That’s life. To answer your question along with that answer, that’s how important a mentor is.

Thank you so much for your time, Sifu. I greatly appreciate it. Guys, you read it here, all of it, the origin story, the middle story, the growing through, the bullying, the business development, all of the competencies, different stories, the confidence built, the wife, the life, the culture, the business, the losses, the pain, the agony, the flames, and the fire. Now, the investing to the mentoring to the Sherpa.

Dan Lok, thank you so much for being here on the show. I greatly appreciate it. The readers are going to learn more than they probably can digest in one sitting. My advice to you if you’re reading this is to read it over and over. Every time I read the same thing that I’ve read over and over again from Dan Lok, I always learn something new.

Thank you, Shaan. Thank you for being the leader that you are and impacting so many people’s lives. I want your audience to recognize that it’s not easy to find a good mentor that actually cares. Shaan is someone that cares about your success. That’s why he does what he does and how hard he works, who he represents, and what he represents.

As I said, Shaan’s been with me for years. He knows me. I know him. This is not one of those interviews where, “We don’t know each other. Let’s jump on a show and pretend to know each other.” We know each other. We’ve been working together for years. Here’s someone that truly cares about your success and knows what he’s talking about. You’re lucky to have him. He’s lucky also to have you. That’s what a good mentor-mentee relationship is like. I hope you take this interview as inspiration or even as a little kick in the butt that, “I could do more. I could be more.” If you could do that, I’m happy.

Thank you so much, Dan. Again, this is the phenomenal Dan Lok in this session of Branding You, not what you do. Let’s grow.

IMPORTANT LINKS

ABOUT DAN LOK

Dan Lok is a Chinese-Canadian business magnate and global educator best known for being the founder and chairman of Closers.com – the world’s #1 virtual closer network, which connects companies to closers.

Beyond Closers.com, Mr. Lok has led several global movements to redefine modern education where Mr. Lok has taught men and women from 120+ countries to develop high-income skills, unlock true financial confidence and master their financial destinies. Beyond his success in business, Mr. Lok was also a two times TEDx opening speaker. An international best-selling author of over a dozen books. A member of the Young Presidents Organization (YPO) – a private group of global chief executives whose companies employ 16 million people and generate 6-trillion USD in annual revenues. And he is also the host of The Dan Lok Show – a series featuring billionaire tycoons and millionaire entrepreneurs.

Today, Mr. Lok continues to be featured in thousands of media channels and publications every year and is widely seen as one of the top business leaders by millions around the world.