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Jason Friedman, tell me about your vision.

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Yeah, so, you know, my background, I was a theater person growing up.

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I was a backstage guy.

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I was a lighting designer, set builder, the whole nine yards.

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And I learned like the Mr. Miyagi way, wax on, wax off, like how to tell stories,

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how to bring audiences to this place of transformation.

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And I didn't know it until I was kind of at the end of my journey.

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And I kind of left the theater world.

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I got tired of doing shows night after night.

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But I brought all of that into my businesses and every business I ever had,

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every client I ever worked with, we brought some of that show business,

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learning and experience to it.

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And as I started learning more and more about how we can really impact people,

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my coach, who was Dan Sullivan of the strategic coach for over 14 years,

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in that program said, you know, who do you most want to help?

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Who do you want to be a hero to?

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And the answer was this resounding entrepreneurs.

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Like it was like this like download from the heavens for me.

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So whether you're kind of religious, spiritual, whatever your thing is,

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it was like, I love working with entrepreneurs.

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I love when they have that breakthrough moment,

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when I can take all the experience, all the learnings,

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all the trials and tribulations that I have and kind of give them a leg up

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so that they can create the freedom that they want.

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They can create the jobs in their communities.

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They can help their audiences and their clients.

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And so bringing what I learned in the world of theater

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and the kind of ethic that goes into that show must go on.

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And how do you tell the story?

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And that the focus is always on the audience.

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Whenever you're in theater, you play to that audience.

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It's been like the focus of my life.

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And so my life's work now is helping entrepreneurs

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really connect deeper with their customers,

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learn how to really keep their customers at the center of what they're doing

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and learn how to deliver value in a more like a deeper way.

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And a more kind of authentic way.

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And so my vision is to have the world be a better place

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through the interactions that people have with entrepreneurial businesses.

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I want entrepreneurs to create better employee environments,

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better customer environments.

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And I just see the ripple effects of that every single day of my life.

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And I couldn't be happier doing anything else on the planet.

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I love that.

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All right, Jason.

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So you mentioned Dan Sullivan as part of the path.

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You also mentioned your background in broadcasting and being...

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Is that... Did I use the right term for that?

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In theater, like liturgical theater, yeah.

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Okay, so more legitimate theater aspects.

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And there's a couple of things that really caught my attention on your website.

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Sure.

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That really make you stand out in my eyes.

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One, the branding is very on point.

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What I really like is this catchphrase right here.

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It's time to stop the random acts of marketing.

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I love what you did there with that statement.

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And then it was years ago, I just moved back to San Antonio

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and went to this little boot camp.

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And one of these small business development people

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talked about the unfair advantage.

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And I hadn't heard that before.

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I had heard the unique selling proposition and having your USP,

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but she did such a good job of breaking down the unfair advantage and what it was.

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This was back, I don't know, it was 2015 maybe, when that finally came across my radar.

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And I was like, wow, this is powerful.

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So I see you have these super powerful elements on your brand.

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How did you go about get started?

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What does that process look like?

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Bridge some of those gaps for me.

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Yeah, well, first of all, thanks for the kind words.

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We spent a lot of time trying to figure out what's the best way to tell our story

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that's impactful, that gets people to pay attention because we know in our hearts,

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we believe for all entrepreneurs, for you, for me, for everyone,

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we have this fiduciary duty to help people take action.

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If we know something, we want to help them and do everything we can

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to support them and challenge them and hold them accountable to making it happen.

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And so it's been a labor of love for sure.

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And so connecting the dots, it's really about understanding.

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We are all taught to chase strangers.

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Like every course that's out there, it's how to fill your funnel,

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how to get more leads, how to sell more advertising,

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how to bring more people into your world.

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And we chase these strangers and we wine them, we dine them, we build rapport

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and we make an offer, we offer to buy them, sell them something

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and for them to buy something or engage in a relationship of some sort with us.

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And then once they say yes, we immediately rush back to,

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oh my gosh, I got to feed the beast.

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Let me get more customers.

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Let me get more strangers.

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Let me do that.

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And we're constantly in this cycle of focusing on what I think is strangers.

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And we have this asset, we have this unbelievable, untapped, hidden resource

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in our business and it's the people that said yes to us.

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Our customers are such an invaluable asset.

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They stepped up to the plate.

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They liked what we said.

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We had a connection and we need to learn how to help them really

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get the results that they signed up for.

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And that's whether you're a brick and mortar, an online business,

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offline business, hybrid, between lines, I don't care what it is.

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We have this duty.

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Like we brought them in and now we have to help them.

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And so like the through line in my life is that it's like,

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how do we make it better so that they get better results?

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How do we make it better so that they feel more excited and stay motivated?

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How do we make it better so that they're so excited about what they've achieved

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and what they've accomplished and the relationship you've created?

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They want to tell other people and not just tell them,

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but recruit other people to come to your business.

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And so we our whole my whole life, it's about really learning this craft

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and honing it.

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And we really have like built this operating system that will allow you

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to do that consistently and get those results by loving on your customers,

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by obsessing over helping them get results.

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And they will fill the funnel for you.

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And so the through line of my life is all of them.

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Yeah.

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Yep.

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I'm going to hit that.

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And I think I have a feeling we're both you might be jarred by this,

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but you might also be really excited by this.

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I see a lot of SAS programs out there doing what you're talking about,

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but they're following the tactic process really well.

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And so they create these affiliate programs

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and these affiliate programs have such high potential residual incomes.

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And it's almost like pseudo multi-level marketing that's happening.

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And they get people excited to sell their brand

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and tell people all about how exciting the SAS is,

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even though nobody's actually winning with that SAS product.

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There's zero reason to love the product outside of this glorious

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potential residual income that comes in.

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That's not the same as building raving fans.

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Right.

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That's not the same as true.

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If my cereal box literally tells me share this cereal

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because you'll make X amount of money, if you do,

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I'm not sharing that cereal because I liked the cereal.

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For sure.

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I'm sharing it because I'm being incentivized to sell the snake oil.

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Absolutely.

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What are your thoughts on that?

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That's not what we're talking about.

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I love that you brought that up. That's beautiful.

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And it's happening all over the place.

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Fantastic Food Show.

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And so I think what comes across, right?

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So we have a technique, if you will, that we use.

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I will. I like techniques.

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I like techniques.

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I like principles.

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I like tying them together.

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We have the whole thing, right?

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So I believe that if you...

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I'm going to go back in time.

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Cause you didn't wanna see

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I was working on a theatrical show.

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The Technic.

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boom, boom.

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I was hair dying in that Studio, right?

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Yeah.

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right? And so I was the chief electrician, so I was the guy that was in charge of all the lighting

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on the tour, and we were in the production stage. So we had the designers, the director, the producer,

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the stage manager, and all the key department heads were all there. And we were talking about,

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how are we going to tell this story? What's it going to look like? How do we want the audience

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to feel? We went through the script page by page. And we started to think about how we would tell

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them? What were they feeling at each step along that journey? What was going to make them laugh?

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What was going to make them cry? All that kind of stuff. And we staged the show. And I remember,

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every single time we had a different audience, it might be in the same city, might be in a different

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city, they would laugh at the same moment. They would cry at the same moment. They would jump to

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their feet and applause at the same moment. It was intentional. It was by design. And it was an

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authenticity. It was an authenticity, like they felt that message. And so that was scripted and

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designed to evoke that emotion. When you create an experience for your customers, that has them go

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on that emotional journey, and it is about how they're feeling and how they're motivated and

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how they're inspired, the authenticity that they share that story with will be so different than

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anything you've ever heard from an affiliate that's just getting some dollars for that. The

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authenticity of how it's impacted their life will come out now. And so one of our techniques or

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tactics or whatever you will, we call it an ideal customer script. So I help our customers script

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that amazing reaction. What is the journey? Tell us what you want your customer's journey to look

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like. And then we help them reverse engineer that into the pathway that their customers go on, so

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that when they are sharing that story, it is so authentic because they had the experience. You can

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distinguish the difference between that empty suit and that raving fan through that customer

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journey. And we call it a kinetic pathway because what we want to do is we want to turn your

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customers with potential, like the old physics lesson, potential energy is energy that has the

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ability to work. Kinetic energy is energy of action in motion. And I want your clients to go

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from potential to kinetic. And so on that kinetic pathway, it's like a water slide. It's like the

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perfect water slide where there's plenty of water and they're able to go up and down and it's

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fluidless. We want you to remove all the friction out of that journey so that they're able to get

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those results. And that's how we help clients do that. And there's no better feeling for a

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customer and for the company. Imagine that your employees were just getting raving like,

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I love you guys. You helped me all day long instead of this didn't work. That was a problem. I hate

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this. It's not what you said. It changes the culture of your business. 100%. Yeah. Dude,

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I love your passion. Jason Friedman, it's going to be such an honor to have your full vision on the

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show. The customer journey, what you're talking about with it, the frictionless slide. I often

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talk about the wooden slide and how most businesses are like the wooden slide. And if there's even one

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splinter on that wooden slide, it's going to ruin it for the entire community. Nobody's going to

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want to go down after somebody gets a splinter in there. And there's so many businesses out there

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that haven't even bothered to try to sand it down. They just got it and they're moving to get people

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onto it versus making sure the experience is frictionless. This book, Moments of Truth,

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it's actually better to YouTube. The zero moments of truth these days, thanks to Google,

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they put a lot of investment in that. This book, Raving Fans by Ken Blanchard, another phenomenal

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resource for those of you who are looking at building your customer journeys. And this is

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also one of my favorite books in the subject, Peak by Chip Conley. Those three books, phenomenal

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resources to help you double down and prepare to listen to Jason Friedman further from CX Formula

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about how we can improve the customer journey experience. Because as he mentioned,

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once you have somebody go from, hey, I'm around and hey, I bought to, oh, I'm in this. I'm excited

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and I can't wait to share it with others. The whole game for business changes, both internally

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for your operation and for those who come in contact with your business. 100%.

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Well done. We got those set. Harder questions. Why do you think leaders hide from funding their vision?

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That's a great question. I think what I've seen most often, because I coach a lot of entrepreneurs,

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it really comes down to two things I think that I've seen. So the first thing that I see a lot

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is this, we call it the itty bitty shitty committee inside their head, this imposter

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syndrome that comes up for them. And they just don't, they're afraid. They're afraid. They're

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afraid that they may, just like our customers are too, right? Like they're afraid, they've tried

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something before, they may have had some trials and tribulations, they may have had some failures,

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and they're just kind of afraid of taking that next step and making that jump. And the second

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piece, which is related is faith. And I'm not necessarily talking religious faith.

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I'm just thinking general, right? Yeah. And so, you know, I think when you have a vision,

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the clearer you can make it, the more that you can share it, the more that you can articulate

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it in a way that puts a picture in people's minds, the more likely you are going to get there. And

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the more excited that other people are going to be to join you and help to co-create and execute

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and make that vision come to life. For those who are scared of the word faith real quick,

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the definition that we're looking for, you got to know the definition of this word, action in your

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belief. Faith is action in your belief. It means taking action in what you believe, not just

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believing it blindly. So, you know, that applies to science as well. If I believe that these two

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chemicals will make this thing happen, then I've got to have the action to test it in order to

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know if it works or not. Go ahead, Jason. No, amen. I love that. I actually, I said to

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someone earlier today, it's funny that we're having this specific conversation today,

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you know, there's a great quote from Napoleon Hill, who I fashion as a mentor of mine, you know,

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if you can conceive and believe, you can achieve, right? And I think it really is that like we all,

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like a lot of these leaders, they conceive, right? They have the vision, they come up with this great

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idea, and they're excited about it. But then that believe part doesn't show up for them. And there's

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a really great thing that I learned this from Dan Sullivan, he calls it the four C's, right?

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You know, but people, they're expecting that confidence to show up first to take the leap,

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to take the step forward. And confidence actually comes at the end, confidence is a result of taking

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the action and getting the momentum and doing all those. And so I think it's one of those things,

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it's like, we're looking for that sign, that confidence to show up first, to then fund it or

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go in and share it more broadly. And the opposite is, I think, what's going to help get you there.

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Yes, I agree with that. Sometimes I think a lot of them don't want people to see their dirty laundry,

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for instance, and they worry that if people see their dirty laundry, like in my case, just now,

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that oh my gosh, nobody's going to want to work with that person. Nobody's going to work with me,

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my brand will be doomed. When in reality, your customers are as imperfect as you are, right?

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It's not about being perfect. The more you try to pretend to be perfect, the more likely people

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won't dive in. So let's combine this with how do leaders then lean into funding their vision?

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Confidence is a part of it, taking the actions is a part of it. What else? What is it that

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business owners and entrepreneurs are doing that drives you crazy in this regard?

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Let's say you've got past prospects, Jason, who said, yeah, let me take some time to think about it.

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You've got past prospects who say, and then they just disappear. Or they say, yeah, no, this isn't great.

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It's everything that I need. I can't wait to move in. Or maybe they say, I'm just not sure.

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There's lots of spectrums, right? People getting to the point where they might move forward on

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whether it's working with you or investing in software or hiring somebody, or maybe they're

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not going to hire somebody or even signing a really big deal. Maybe they come across their ideal

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prospect and they get nervous and they don't move forward. How do we help them overcome that fear

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of success, fear of failure, or that analysis paralysis when it hits?

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Yeah, I mean, I think first and foremost, to me, it comes down to your why. What is your mission

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on this planet, right? Mission and vision are so aligned, they go hand in hand with one another.

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And I think that for many entrepreneurs, as we kind of lean into funding our vision, to use your language,

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we get stuck because we're not committed. We're not all in. We're not sure and it's not connected.

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We don't have this reason why we're doing it that's really powerful. And so we give up.

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We give up very early, very quickly. And sometimes we don't even start. And so I think it's in my

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experience that when we find our why, we find our way. And when you can get really clear on that,

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like clarity equals energy. Clarity allows you to move forward. Clarity gives you power and confidence

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in just in that. And I just think also, you know, the more we share our vision, the more we share

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our why, the more we articulate it and have conversations around it, the more people

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start to become part of that movement. A movement is not you don't create a movement. It's the first

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follower. I'm sure you've seen that great TED Talk. And so, oh, it's a great TED Talk. If you Google it,

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it's like, how do you create a movement? It's a short one. It's amazing. And it's that first

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follower. And so watch that video. Maybe we can chat about it next time we talk. But like, it's,

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if we don't share it, if we don't put it out there, and we don't make it in a way that people can

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understand it, it's not going to move forward. And we're going to keep holding back. I'm going to

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agree wholeheartedly with the first step. I'm going to bring in a different perspective for

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the second step. And I'm probably the third one right where it's at. So the first one you mentioned,

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man, if I can remember it, you talked about the why in there. And always the first one was finding

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that passion. That's what reminded me of his passion, at least. You got to have that conviction

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that this is what you're meant to do, that purpose. For those of you out there looking for that,

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passionpro.org. That's my free website, free assessment. It takes 15 to 20 minutes.

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Go and check yourself on that. And I mean that in the most respectful of ways. Go and make sure

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that your strengths and weaknesses, opportunities, and threats align. It's actually a pretty awesome

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assessment. It's free to do. And it can help you make sure that you are on the right track for what

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your purpose is in life. Then the second step, the why. I'm a big fan of what I heard quoted to

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Les Brown. And I believe he and I, I'm going to butcher it. But he said, there's so many great

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songs, great movies, great novels, classics, et cetera, that made it that we never got to hear.

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Because the person died before they released it. And the why doesn't get you there fully.

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It's certainly part of the process. But I would say so many people end up burying that why because

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of fear, because of a lack of mentorship or an environment that has fought against them, or they

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just didn't exercise the courage to move it forward. There's a lot of reasons why we may not hit it.

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And so if you're listening right now, and you have your own ideas of how the leaders lean in to

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finding their vision, definitely share that with us. We're always looking for how do we double down

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and move forward our visions when we have it? And how do we not shy away when that imposter syndrome

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or analysis paralysis or the little bitty committee in the head tells us, you know, hey, no, no, no,

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this isn't something you should do. There's lots of tools to fix that. And I think that's

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one of the biggest opportunities to overcome that. So Jason, thank you for sparking that.

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This was awesome. And man, the audience is going to be in for a huge treat when we talk about the

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fullness of your vision. Thank you for being here today. I'm really happy that you tuned in to Vision

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Pros Live. I'm looking forward to seeing your reactions as these episodes continue to move

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forward. It's going to get more and more fun. We'll have more and more engagement as well. We'll

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invite people to participate in the show. And thank you for giving us your time and attention.

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And I hope that you'll have an excellent time building out your vision and becoming a Vision Pro yourself.