Tell me about your vision.
So my vision is for a world where people just interact
with each other a lot more.
And to bring it more down to sort of the circle of people
that I interact with the most, which is entrepreneurs.
I see a lot of entrepreneurs who just burn themselves up
with their marketing and they're just,
they have this big vision and they are hampered
and made smaller by the whole mindset issues
around marketing and all the technicalities they have,
they think they need to know, et cetera.
And I've seen so many dreams just sort of die on the vine
because of that.
And so my vision is really to help entrepreneurs
to feel differently about their marketing
and bring the joy that they have
when they're sharing their message with their client
and they're helping their clients
and bring that into their marketing
by basically saying, if you treat your entire audience
like your clients, you can bring that joy of helping them.
And then in the process, lo and behold,
you actually are doing your marketing
and you can bring more people into the fold.
So that's sort of the vision I have
for mission-driven entrepreneurs.
It's huge.
You remind me of one of my absolute favorite business books.
A lot of people haven't read it.
It's by Ken Blanchard and it's called Raving Fans.
And you simplified that in a way that's very, very important.
There's two sides to that coin
that we'll need to explore a little bit
because it's important to simplify business.
And for me, it's also important for people to recognize
that you can simplify it, but it's still hard.
And in a world that pitches everything is easy,
get rich quick, blah, blah, blah.
It's really hard for me to say, okay,
who are the coaches that are simplifying
but that aren't over-promising something
that gets people to stick for a very long time,
but at the end of the day, they're left empty-handed
and that's still one variable in many
that can crush somebody's business and dreams.
What are your thoughts on that?
How do we balance simplifying with the hard
but sincere truth?
96% of businesses lose within 10 years, 4% survive.
Yeah, exactly.
What are your feelings on that?
Yeah, so that's exactly the kind of statistic
that I'm trying to combat with my work.
And I think simplifying is, you're absolutely right,
it's the first step.
And the world is not constructed in a way
to help us with that, honestly, right?
Like there's so many, I call them burrow marketers
just as an envelope, doesn't mean it's all men and women too,
but it's just sort of it's a-
A lot of yes men as well.
Yeah.
Brokers and yes men.
Yeah, exactly.
It's just all this pushing and saying,
well, my formula and this and that.
So we need to combat that.
That's really important to get to the entrepreneurs
early in their journey so that they're not sort of sucked in
by all this media around them.
And just remember to stick with the key principles.
There's only three things, right?
You need an offer, you need a client
and you need to convert them.
So an audience, I mean, and then convert them into a client.
So those kinds of simplicity principles
are super important now.
How do we communicate them?
That's the whole big question.
But you're right.
You have to work hard to keep things simple.
You know how when you say something that is so obvious
and so simple and so compelling and people hear it
and they're like, well, they can't unhear it, right?
It's not something that you just invented.
It's usually something that you've honed.
It's a sentence that you've honed over years, right?
Try on error and all of this.
But the more work there is behind something,
the more you can get to this clean,
like water, like simplicity that is obvious to people.
And that's, I think what you mean by simple but hard.
It's a lot of work to get to that simplicity
that will help others get the message.
There's some things though that make me worry about that
for the entrepreneur.
We're gonna explore it.
Again, I'm trying to take the math equation and say,
okay, I wanna pull the great out of this,
but I also wanna recognize the minute things
that may not align with how a lot of entrepreneurs
need to see this.
You used a couple of words that are, for me,
they're giant red flags out of context.
But in a certain context,
they can be the most important words somebody hears.
At the same time, the overgeneralization
can crush an entrepreneur.
So one thing that I try never to say to clients
is you only need.
Yeah.
You need, right?
One, I don't know what other people need.
It'd be like my doctor saying,
you need this medicine without taking into consideration
who I am, what my allergies are,
what my symptoms are.
And so as coaches,
I think we have to be far more careful
with the word choices that we make.
Need is an absolute word.
And when I'm diagnosing or assigning some to people
and in general, a million people,
I might hurt somebody's business by saying that.
I'm gonna show you something
and I'm curious about your thoughts on it
because I believe that business is complex.
It's not simple.
And so while each one of the mechanisms
that you talked about,
I don't disagree, they're very important mechanisms.
I think you said the client, the offer and the conversion.
The audience offer and yeah, and conversion, yeah.
And yes, entrepreneurship,
to me it's like a book, a recipe book
of simple rest, 300 simple recipes.
But the challenge, the complexity is
you have to make the right recipe at the right time
for the right person at the right temperature
delivered by the right person with the right attitude
or the right cadence.
You have the managers say,
how did everything go at the right time too?
There's a huge complexity of getting the dance moves
right at the right time in order for the show
to be something people appreciate.
So I'm guilty of saying you only need some time
and I try to remind you what I suggest.
Here's something you might look at.
What are your thoughts on that?
Because I know I'm kind of calling you out
on the only need.
Great, those are my favorite episodes
when there's a real conversation and dialogue
not just me spewing out my usual stuff.
So yeah, I agree with you.
Choice of words is super important.
And to me it's more like between you and me,
we are talking about marketing so we can use certain words
that we wouldn't use necessarily with our clients.
But yeah, what else to say about that?
You're absolutely right.
It's that balance, it's what we were talking about.
It's that balance between the simplicity of the principle
that is clear enough and simple enough
that you come back to it constantly.
But the complexity is in how do you apply it?
How do you measure it once you've applied it?
And how do you figure out whether you've really
used that principle and did it work for you?
Did it help you accomplish your goals, right?
So we have these really clear simple principles
to hang on to, which is what I was saying
about avoiding all the recipes.
But at the same time, the work is underneath
in the background by constantly reviewing
and re-centering on that principle.
You're amazing.
It's not easy for, you have to have a certain
degree of leadership to be able to embrace the argument.
Especially on stage.
So I applaud you for that tremendously.
Thank you.
You submitted your vision.
I've got it across the bottom here.
I've got most of it.
The text gets cut off.
But it says, my vision is for entrepreneurs
to bring the joy they have in their client work
over to their marketing.
And I read that and I was like,
she speaks my language.
I was like, that's why we start with vision.
There's so many people out there just shoving products
and services at people.
And not even really thinking about it
or hiring somebody super cheap
who doesn't actually know their vision
to try to promote them with their own vision.
And there's just this massive disconnect
of relationship, of purpose.
And you said so that they can stop chasing clients
and instead they can attract them like a magnet
and finally have a more sustainable and enjoyable business.
You crushed that.
Like that's fantastic.
And it's exactly the type of leadership
that we want for our audience.
Because again, I would say,
80% or more of the show applicants that we get,
maybe towards 95%, they've lost that passion.
Yes, that's what hurts me.
I see that all the time.
I've had hundreds of conversations with entrepreneurs
and that's the heaviness it left me with.
When I was doing that,
I was having a lot of these conversations
and it would leave me depressed.
I was like, why I see these people?
It was incredible in the conversation.
They're talking about their challenge
and what is happening and all this.
And I'm like trying to help them.
And then I asked them, why do you do what you do?
Such a simple question, right?
And then it was almost as if they had shed this other skin
and they became another person.
Like they light up.
It's like, because I can help with this,
I can help with that.
And that's what I mean by the joy of helping.
And if you look at the thing that I said
to bring the joy they have in their client work,
that's sort of the condition.
This is where I've chosen to work
with mission-driven entrepreneurs.
I want to work with people who have joy
in their client work.
It's sort of the first.
So then you can bring that joy over to your market.
If you don't have that joy, then you're not my audience.
You have other problems that other people can solve.
It's amazing.
I know you and I have the same paralleled conversations
all the time with people where we ask them,
what do they do?
And then drives that mechanical robot answer of,
here's my product, here's my service,
here's my business card.
And then you ask that question about the why,
or you ask about the vision, or you ask about,
I love to ask people, so you're an attorney,
where did the desire come from to be an attorney?
And that usually gets them along the same path of,
well, I want to be an attorney because of X, Y, or Z.
And then when I say, why didn't you lead with that?
Or like, why?
That's amazing.
You caught me there with that.
And then, you know what?
They almost inevitably say,
oh, but people told me I needed to talk more
about my product or service.
Oh, other coaches told me that it wasn't clear what I did.
Other investors told me that it wasn't making sense
and it wasn't clear how the stuff worked.
Do you ever hear people say that?
Well, yeah, that's one of the big problems
is when you're an entrepreneur.
You have this, you're at home, you have this big vision,
and then you decide, okay, I'm gonna do this business.
So you go out there, and then all of a sudden you're like,
oh, wait, so how do I do this?
And then you start searching on LinkedIn,
oh, on Google, you start searching.
And then before you know it,
you have all these things you've signed up for,
all these lead magnets, all these other things,
and your inbox is flooded.
And before you know it, you're signing up for programs.
And that's the problem.
There's so much noise in this marketing world,
and it grounds the budding entrepreneur.
It takes years to shed all of that.
First of all, you have to survive, right?
So that's what I mean by sustainable, right?
I'm gonna tie it to this new little thing right here,
because you're hitting a lot of the symptoms right in the head.
I believe that this is driven by a lot of marketers,
as well as founders,
getting distracted by the typical client
versus the ideal client.
They decide that, wow, I'm getting too many nos.
So I better start saying everything
that everybody wants to hear,
not recognizing that, no, no, no,
5% of your market at any given time
is in a position to where they're really gonna understand you.
So if you start molding the way you talk
so that you fit in really well
with the typical person you come across,
you're going to completely be ignored by the ideal client
once they finally come across.
Exactly.
And that's exactly what you're being taught to do
by these people who say,
oh, you wanna make millions,
well, you need a lot of people,
and therefore you need to do X, Y, and Z,
which is all taking you down the wrong path.
Thank you for being here today.
I'm really happy that you tuned in to Vision Pros Live.
I'm looking forward to seeing your reactions
as these episodes continue to move forward.
This is gonna get more and more fun.
We'll have more and more engagement as well.
We'll invite people to participate in the show.
And thank you for giving us your time and attention.
Have an excellent time building out your vision
and becoming a Vision Pro yourself.