1 00:00:00,000 --> 00:00:02,600 If we are in the middle of a topic, 2 00:00:02,600 --> 00:00:04,760 I'm talking about communication, and you're like, 3 00:00:04,760 --> 00:00:07,360 Jackson, you got it wrong. 4 00:00:07,360 --> 00:00:09,160 You got to do this. 5 00:00:09,160 --> 00:00:13,640 Feel free to bring that to the audience's attention 6 00:00:13,640 --> 00:00:18,440 because I want my audience to have the absolute best 7 00:00:18,440 --> 00:00:20,960 when it comes to communication and understanding 8 00:00:20,960 --> 00:00:25,200 how visionary communication impacts their ability 9 00:00:25,200 --> 00:00:28,300 to succeed and the cleanliness of your website, 10 00:00:28,300 --> 00:00:31,280 the way you show up as a human being, you specifically, 11 00:00:31,280 --> 00:00:36,080 the way that you received us as our link 12 00:00:36,080 --> 00:00:40,120 to be on the show today even came a little bit late. 13 00:00:40,120 --> 00:00:42,340 You've already exercised certain leadership 14 00:00:42,340 --> 00:00:46,640 characteristics that have me saying, whoa, OK, 15 00:00:46,640 --> 00:00:49,440 we've got to extract as much as we can from you 16 00:00:49,440 --> 00:00:50,120 while we're here. 17 00:00:50,120 --> 00:00:52,800 So thank you for being here today, Dr. Michael. 18 00:00:52,800 --> 00:00:53,520 It's a pleasure. 19 00:00:53,520 --> 00:00:55,440 Great to be here, Jackson. 20 00:00:55,440 --> 00:00:56,280 Absolutely. 21 00:00:56,280 --> 00:00:57,760 So you're going to hit hard, right? 22 00:00:57,760 --> 00:00:59,880 You'll banter with me on this, right? 23 00:00:59,880 --> 00:01:02,280 Actually, Rocky is one of my favorite movies. 24 00:01:02,280 --> 00:01:05,200 And it very much looks like we should dig into that 25 00:01:05,200 --> 00:01:09,000 because there's so much to learn for leadership, 26 00:01:09,000 --> 00:01:11,400 but also for communication from that movie. 27 00:01:11,400 --> 00:01:14,240 So it's definitely a match here. 28 00:01:14,240 --> 00:01:15,880 Off to the races. 29 00:01:15,880 --> 00:01:17,440 All right, with Dr. Gerhards, we're 30 00:01:17,440 --> 00:01:20,480 going to dive right in Rocky style. 31 00:01:20,480 --> 00:01:27,320 So Adrian, all right, so let's hear it, man. 32 00:01:27,320 --> 00:01:29,640 Communication sounds so simple and so 33 00:01:29,640 --> 00:01:31,160 rudimentary, so easy. 34 00:01:31,160 --> 00:01:35,960 Visionaries who love this show, you guys know how hard it is. 35 00:01:35,960 --> 00:01:39,480 You know that we are all babies, basically, 36 00:01:39,480 --> 00:01:40,720 when it comes to communicating. 37 00:01:40,720 --> 00:01:42,680 We've got so much to learn. 38 00:01:42,680 --> 00:01:44,160 Let's hit hard, though. 39 00:01:44,160 --> 00:01:46,600 Where do we start? 40 00:01:46,600 --> 00:01:47,240 You know what? 41 00:01:47,240 --> 00:01:50,080 The irony here is that, well, communication is simple. 42 00:01:50,080 --> 00:01:55,120 And the best communication often is the simplest communication. 43 00:01:55,120 --> 00:01:57,760 But somehow, we've been raised to think 44 00:01:57,760 --> 00:02:03,800 like we need to chase the fancy words, the eloquent language, 45 00:02:03,800 --> 00:02:07,120 the complex sentences. 46 00:02:07,120 --> 00:02:11,280 Well, every time we're sitting on the other side of the table, 47 00:02:11,280 --> 00:02:14,520 we dig those people who will find the simple words 48 00:02:14,520 --> 00:02:17,760 to express complex ideas rather than the other way around. 49 00:02:17,760 --> 00:02:22,840 So that's basically, well, we could call it a day at that, 50 00:02:22,840 --> 00:02:23,600 right? 51 00:02:23,600 --> 00:02:25,640 Well, if you're looking for the best ways 52 00:02:25,640 --> 00:02:29,240 to express your thoughts, just say it plain and simply. 53 00:02:29,240 --> 00:02:31,920 Say what you want to say in the plainest and simplest way, 54 00:02:31,920 --> 00:02:34,000 and that's it. 55 00:02:34,000 --> 00:02:34,680 I love it. 56 00:02:34,680 --> 00:02:36,960 I do almost want to wrap up the podcast. 57 00:02:36,960 --> 00:02:39,920 Yet I hope that those of you listening 58 00:02:39,920 --> 00:02:44,480 pay attention to our behavior patterns, just our habits 59 00:02:44,480 --> 00:02:47,560 of doing just that. 60 00:02:47,560 --> 00:02:50,520 It's hard to create that atomic habit sometimes 61 00:02:50,520 --> 00:02:55,400 of being able to keep it as simple as possible. 62 00:02:55,400 --> 00:02:57,880 Great friend of mine, his name's Matt Lytle. 63 00:02:57,880 --> 00:02:58,640 Shout out to Matt. 64 00:02:58,640 --> 00:03:02,600 He owns 5% of Able Health, one of our clients' companies. 65 00:03:02,600 --> 00:03:06,360 And he earned that working with us. 66 00:03:06,360 --> 00:03:08,720 He introduced Able Health to us. 67 00:03:08,720 --> 00:03:11,640 So Matt and I, yesterday, no, on Saturday, 68 00:03:11,640 --> 00:03:13,480 we were in a deep dive conversation 69 00:03:13,480 --> 00:03:19,400 about the avoidant attachment personality disorder. 70 00:03:19,400 --> 00:03:22,040 And I had never heard of this before. 71 00:03:22,040 --> 00:03:24,240 I've researched a lot of psychology. 72 00:03:24,240 --> 00:03:26,040 And I was like, man, I love finding things 73 00:03:26,040 --> 00:03:28,040 I've never heard of before. 74 00:03:28,040 --> 00:03:30,000 And so I went down this super strong path 75 00:03:30,000 --> 00:03:34,200 of learning about the four attachment types that exist. 76 00:03:34,200 --> 00:03:38,800 And he mentioned something else, some fancy word, 77 00:03:38,800 --> 00:03:42,080 and I said, is that the flux capacitor from back 78 00:03:42,080 --> 00:03:42,800 to the future? 79 00:03:42,800 --> 00:03:44,520 I don't get it. 80 00:03:44,520 --> 00:03:46,560 And we had this exact same conversation 81 00:03:46,560 --> 00:03:51,240 about keeping things simple and being able to, 82 00:03:51,240 --> 00:03:53,680 I think the art of an expert is somebody 83 00:03:53,680 --> 00:03:56,760 who's able to take a complex subject 84 00:03:56,760 --> 00:04:01,400 and distill it down for a child to be able to understand it. 85 00:04:01,400 --> 00:04:04,280 What are your thoughts on that? 86 00:04:04,280 --> 00:04:07,480 I couldn't agree more. 87 00:04:07,480 --> 00:04:10,000 I admire the people who find simple words 88 00:04:10,000 --> 00:04:13,400 to express complex thoughts rather than the other way 89 00:04:13,400 --> 00:04:14,120 around. 90 00:04:14,120 --> 00:04:16,640 But somehow there's this misconception 91 00:04:16,640 --> 00:04:21,840 that it makes us appear professional when we use 92 00:04:21,840 --> 00:04:24,240 like the professional jargon. 93 00:04:24,240 --> 00:04:27,840 Or it makes us appear intelligent 94 00:04:27,840 --> 00:04:31,000 when we're able to juggle these complex sentences 95 00:04:31,000 --> 00:04:34,800 with these fancy words that we've picked up 96 00:04:34,800 --> 00:04:38,200 in the dictionary. 97 00:04:38,200 --> 00:04:39,800 Actually, it's the other way around. 98 00:04:39,800 --> 00:04:43,240 When the people who make us feel smart 99 00:04:43,240 --> 00:04:50,080 are the ones who allow us to see things that might even 100 00:04:50,080 --> 00:04:54,120 have been familiar with us in a much more profound and simple 101 00:04:54,120 --> 00:04:59,720 way, who find those brilliant metaphors that somehow click 102 00:04:59,720 --> 00:05:02,200 because we're so familiar with those 103 00:05:02,200 --> 00:05:05,280 since all of our lives. 104 00:05:05,280 --> 00:05:08,880 And it somehow clicks for a thing that we thought 105 00:05:08,880 --> 00:05:11,800 we had already understood, but now it 106 00:05:11,800 --> 00:05:14,360 makes so much more sense, not because they 107 00:05:14,360 --> 00:05:16,760 found more complex, more eloquent words, 108 00:05:16,760 --> 00:05:19,080 they found simpler examples. 109 00:05:19,080 --> 00:05:19,760 I love it. 110 00:05:19,760 --> 00:05:20,720 Absolutely. 111 00:05:20,720 --> 00:05:23,400 And that's really the point of vision prose. 112 00:05:23,400 --> 00:05:26,400 And why we focus so much on vision 113 00:05:26,400 --> 00:05:30,040 is because most visionaries don't know how to clarify 114 00:05:30,040 --> 00:05:31,240 their message to the world. 115 00:05:31,240 --> 00:05:33,280 They understand it, of course. 116 00:05:33,280 --> 00:05:35,920 If you have your own vision, it gets yours. 117 00:05:35,920 --> 00:05:38,240 And then learning how to express it in a way 118 00:05:38,240 --> 00:05:41,640 that other people can then share and adopt that vision 119 00:05:41,640 --> 00:05:45,840 and appreciate it, it can take a little bit of work 120 00:05:45,840 --> 00:05:48,600 to figure out what are the words that will help do that. 121 00:05:48,600 --> 00:05:51,040 We're going to use one other aspect for you podcasters 122 00:05:51,040 --> 00:05:51,360 out there. 123 00:05:51,360 --> 00:05:51,680 Go ahead. 124 00:05:51,680 --> 00:05:54,240 You got a thought before I go into the next aspect. 125 00:05:54,240 --> 00:05:54,960 Yeah, exactly. 126 00:05:54,960 --> 00:05:58,840 Because there's that trap for visionaries, 127 00:05:58,840 --> 00:06:03,080 for people who are passionate about the things that they do. 128 00:06:03,080 --> 00:06:05,680 That they show up with the desire 129 00:06:05,680 --> 00:06:08,000 that people appreciate that brilliance. 130 00:06:08,000 --> 00:06:10,800 They appreciate all the hard work, the blood, sweat, 131 00:06:10,800 --> 00:06:14,640 and tears that we put into crafting that idea 132 00:06:14,640 --> 00:06:16,720 or building that product. 133 00:06:16,720 --> 00:06:20,840 And so we try to explain everything 134 00:06:20,840 --> 00:06:23,920 and go deep down into the details under the surface, 135 00:06:23,920 --> 00:06:25,840 deep down into the complexity. 136 00:06:25,840 --> 00:06:28,760 When that's not at all what the communication is about. 137 00:06:28,760 --> 00:06:31,440 When we first of all need to make 138 00:06:31,440 --> 00:06:34,160 them curious for that thing. 139 00:06:34,160 --> 00:06:38,160 When they don't show up because they 140 00:06:38,160 --> 00:06:39,600 want to cheer for our brilliance. 141 00:06:39,600 --> 00:06:41,680 They want us to cheer for their brilliance. 142 00:06:41,680 --> 00:06:44,760 And so it's not about us well finding all, 143 00:06:44,760 --> 00:06:46,720 explaining everything that we know, 144 00:06:46,720 --> 00:06:49,040 but finding the simplest entrance for them 145 00:06:49,040 --> 00:06:51,720 into our ideas. 146 00:06:51,720 --> 00:06:53,800 Absolutely. 147 00:06:53,800 --> 00:06:58,000 It's funny communication can be done so well without words too. 148 00:06:58,000 --> 00:07:00,640 And there's a couple of great examples of that 149 00:07:00,640 --> 00:07:01,720 that I'd like to highlight. 150 00:07:01,720 --> 00:07:04,800 One, there's a story of an auctioneer. 151 00:07:04,800 --> 00:07:07,880 And the auctioneer is auctioning off an old violin. 152 00:07:07,880 --> 00:07:11,760 And a couple of people raise their hand for a few dollars, 153 00:07:11,760 --> 00:07:13,400 but it's not going anywhere. 154 00:07:13,400 --> 00:07:16,200 This old man walks up to the front of the room. 155 00:07:16,200 --> 00:07:18,040 And he's a master violinist. 156 00:07:18,040 --> 00:07:21,960 And he plays 30 seconds of the most beautiful song 157 00:07:21,960 --> 00:07:23,120 on this violin. 158 00:07:23,120 --> 00:07:24,960 And then he goes and sits back down. 159 00:07:24,960 --> 00:07:28,360 And the violin gets auctions for thousands and thousands 160 00:07:28,360 --> 00:07:29,920 of dollars. 161 00:07:29,920 --> 00:07:32,520 And it had nothing to do with the words that were said. 162 00:07:32,520 --> 00:07:36,040 The communication transcended the words. 163 00:07:36,040 --> 00:07:39,360 In podcasting, we have an opportunity to do the same thing. 164 00:07:39,360 --> 00:07:41,240 And there's a lot of people listening 165 00:07:41,240 --> 00:07:43,240 that are getting into that space, as you should. 166 00:07:43,240 --> 00:07:47,080 I mean, the presidents, the nominations of the United 167 00:07:47,080 --> 00:07:48,840 States, that whole situation, the campaigns, 168 00:07:48,840 --> 00:07:50,880 they went on a lot of podcasts this year. 169 00:07:50,880 --> 00:07:53,880 And that became a big, big hot ticket item. 170 00:07:53,880 --> 00:07:57,520 There's so many opportunities that exist with podcasting. 171 00:07:57,520 --> 00:08:01,320 And I have nothing against fancy studios. 172 00:08:01,320 --> 00:08:03,000 Fancy studios, in fact, I really like them. 173 00:08:03,000 --> 00:08:06,000 Shout out to Junaid Ahmed of homestudiumastery.com. 174 00:08:06,000 --> 00:08:08,640 He builds amazing podcast studios 175 00:08:08,640 --> 00:08:12,280 that communicates a certain depth and presence and power. 176 00:08:12,280 --> 00:08:14,640 And I like my studio setup. 177 00:08:14,640 --> 00:08:16,880 It's my home office. 178 00:08:16,880 --> 00:08:17,800 I've got my books. 179 00:08:17,800 --> 00:08:18,640 I've got my guitar. 180 00:08:18,640 --> 00:08:20,300 I didn't really plan it out that much. 181 00:08:20,300 --> 00:08:22,120 And when I moved in here, you would 182 00:08:22,120 --> 00:08:23,560 see half the books on the shelf. 183 00:08:23,560 --> 00:08:27,400 And you would see nothing was behind me. 184 00:08:27,400 --> 00:08:28,440 It was just a room. 185 00:08:28,440 --> 00:08:29,880 And I've got my microphone. 186 00:08:29,880 --> 00:08:31,120 It's a lot of fun. 187 00:08:31,120 --> 00:08:32,520 And it's like $30. 188 00:08:32,520 --> 00:08:34,520 We've used it for 10 years. 189 00:08:34,520 --> 00:08:38,200 And so those things kind of matter. 190 00:08:38,200 --> 00:08:39,760 But I think a lot of people get caught up 191 00:08:39,760 --> 00:08:41,000 in the false narrative. 192 00:08:41,000 --> 00:08:43,720 And a lot of people get caught up on the vanity of it. 193 00:08:43,720 --> 00:08:47,200 Then comes Dr. Michael Gerhardt. 194 00:08:47,200 --> 00:08:50,360 And you've got a beautiful black background. 195 00:08:50,360 --> 00:08:51,480 You do your hair well. 196 00:08:51,480 --> 00:08:53,000 You show up professionally dressed. 197 00:08:53,000 --> 00:08:55,280 You got your ear pods. 198 00:08:55,280 --> 00:08:56,240 You're ready to go. 199 00:08:56,240 --> 00:08:57,960 You got a great smile on your face. 200 00:08:57,960 --> 00:08:59,800 And it's that simple. 201 00:08:59,800 --> 00:09:01,920 You look like Joni Ivy with a black background 202 00:09:01,920 --> 00:09:05,000 instead of a white background, the old spokesman for Apple. 203 00:09:05,000 --> 00:09:10,360 And there's something amazing about simplification 204 00:09:10,360 --> 00:09:12,360 that, again, transcends words. 205 00:09:12,360 --> 00:09:13,200 Can you talk about that? 206 00:09:18,640 --> 00:09:23,120 I think that hits on a profound truth that has 207 00:09:23,120 --> 00:09:27,920 so many different angles to it, where simple beats complex 208 00:09:27,920 --> 00:09:29,000 almost every time. 209 00:09:29,000 --> 00:09:33,440 But also passionate beats eloquent almost every time. 210 00:09:33,440 --> 00:09:36,280 And tangible beats fancy every time. 211 00:09:36,280 --> 00:09:38,880 I mean, yeah, you can have that fancy background. 212 00:09:38,880 --> 00:09:41,640 But if the things that you're speaking about or talking 213 00:09:41,640 --> 00:09:46,320 to with your guests doesn't kind of resonate 214 00:09:46,320 --> 00:09:49,120 with your audience, if it's not tangible for them, 215 00:09:49,120 --> 00:09:52,400 then your background and all the fancy things 216 00:09:52,400 --> 00:09:56,560 that you've put so much effort in 217 00:09:56,560 --> 00:10:00,000 won't make it any more resonant. 218 00:10:00,000 --> 00:10:01,920 And that's actually the profound difference 219 00:10:01,920 --> 00:10:04,480 between what I like to call wow versus aha effect. 220 00:10:04,480 --> 00:10:10,400 Because I see that so many people in the communications 221 00:10:10,400 --> 00:10:13,960 industry are concerned with the former, with the wow effect. 222 00:10:13,960 --> 00:10:16,440 And well, that has its place. 223 00:10:16,440 --> 00:10:21,280 But it's also kind of low-hanging fruit in a way. 224 00:10:21,280 --> 00:10:24,040 Because wow effects, in a way, are easy. 225 00:10:24,040 --> 00:10:26,240 It's basically a money problem. 226 00:10:26,240 --> 00:10:28,240 You can throw money at that problem and solve it. 227 00:10:28,240 --> 00:10:30,800 So you want some wow for your presentation? 228 00:10:30,800 --> 00:10:32,920 Hire Taylor Swift. 229 00:10:32,920 --> 00:10:35,280 That's about how wow it gets, right? 230 00:10:35,280 --> 00:10:37,760 And many, many businesses do that. 231 00:10:37,760 --> 00:10:40,400 Like, for example, Samsung have often 232 00:10:40,400 --> 00:10:45,880 put orchestras on the stage to wow the audience. 233 00:10:45,880 --> 00:10:48,440 But that won't get you any kind of aha 234 00:10:48,440 --> 00:10:52,480 unless that's built into the way that you speak, 235 00:10:52,480 --> 00:10:54,560 built into the language that you use, 236 00:10:54,560 --> 00:10:57,000 built into the ideas that you've crafted. 237 00:10:57,000 --> 00:10:59,640 And that is something that money cannot easily buy. 238 00:10:59,640 --> 00:11:06,440 Because that takes thought and rigor and time and effort. 239 00:11:06,440 --> 00:11:08,800 You need to think these things through. 240 00:11:08,800 --> 00:11:12,800 But when you have it, they will get you an advantage 241 00:11:12,800 --> 00:11:14,400 that no wow can buy. 242 00:11:14,400 --> 00:11:18,480 Plus, if you now put the wow on top of that, 243 00:11:18,480 --> 00:11:21,040 you're off the charts. 244 00:11:21,040 --> 00:11:22,160 So well said. 245 00:11:22,160 --> 00:11:25,960 It's much like putting together a fireworks show. 246 00:11:25,960 --> 00:11:28,600 And that's what I try to help business owners pay attention 247 00:11:28,600 --> 00:11:31,360 to when they're building their launches, 248 00:11:31,360 --> 00:11:34,800 is you don't want to have the grand finale first. 249 00:11:34,800 --> 00:11:38,320 You don't want to have every single firework 250 00:11:38,320 --> 00:11:40,400 go off at the same time. 251 00:11:40,400 --> 00:11:45,560 The type of explosion is not super productive. 252 00:11:45,560 --> 00:11:50,000 And it doesn't have any type of climax or flow, language, 253 00:11:50,000 --> 00:11:52,320 communication experiences. 254 00:11:52,320 --> 00:11:56,440 It's a lot like participating in a dance or watching a movie. 255 00:11:56,440 --> 00:11:59,200 And having relationships is like that, too. 256 00:11:59,200 --> 00:12:02,240 Walt Disney World does not have the fireworks show 257 00:12:02,240 --> 00:12:05,200 going on all day long. 258 00:12:05,200 --> 00:12:08,120 There's a singular event that occurs. 259 00:12:08,120 --> 00:12:09,680 And there's a buildup to it. 260 00:12:09,680 --> 00:12:12,480 In fact, my daughter, my three-year-old, we were as for, 261 00:12:12,480 --> 00:12:17,360 no, I had kids six, three, and five, my five-year-old. 262 00:12:17,360 --> 00:12:19,040 We went to Disneyland for the first time. 263 00:12:19,040 --> 00:12:22,640 They selected her from the crowd to turn the lights off 264 00:12:22,640 --> 00:12:27,600 at Disneyland for the event to start, the parade to start. 265 00:12:27,600 --> 00:12:29,600 And so she waved her magic wand, and boom, 266 00:12:29,600 --> 00:12:31,080 all the lights went out. 267 00:12:31,080 --> 00:12:34,720 It was the most magical experience for us as a family. 268 00:12:34,720 --> 00:12:36,520 Obviously, for her, can you imagine 269 00:12:36,520 --> 00:12:38,840 what that would feel like for a five-year-old? 270 00:12:38,840 --> 00:12:40,240 It was so cool. 271 00:12:40,240 --> 00:12:44,880 So the theatrics can certainly take their, 272 00:12:44,880 --> 00:12:46,560 they can contribute. 273 00:12:46,560 --> 00:12:51,560 And if that's it, if you don't have a park, 274 00:12:51,560 --> 00:12:53,880 if you don't have other experiences that go along 275 00:12:53,880 --> 00:12:57,080 with it, then it can just, it can fall on deaf ears. 276 00:12:57,080 --> 00:12:58,680 It can look awful. 277 00:12:58,680 --> 00:13:01,640 I'm going to use Larry King as an example for this. 278 00:13:01,640 --> 00:13:05,760 So thank you, Ollie Gardner of Unbounce, 279 00:13:05,760 --> 00:13:07,040 one of the founders of Unbounce. 280 00:13:07,040 --> 00:13:12,520 And he talks about how this is a very powerful slide deck. 281 00:13:12,520 --> 00:13:15,000 It's one of my favorite presentations I've ever seen. 282 00:13:15,000 --> 00:13:18,120 It's about conversion rate optimization. 283 00:13:18,120 --> 00:13:22,240 And what he found was when you look 284 00:13:22,240 --> 00:13:25,040 at that image with the celebrity there, 285 00:13:25,040 --> 00:13:28,920 only 6% of people answered that that website was 286 00:13:28,920 --> 00:13:30,600 about business loans. 287 00:13:30,600 --> 00:13:32,560 And you don't have a long time to capture 288 00:13:32,560 --> 00:13:34,720 the attention of somebody when they go to the website. 289 00:13:34,720 --> 00:13:39,040 But when they removed Larry, 36% answered 290 00:13:39,040 --> 00:13:40,960 that it was about business loans. 291 00:13:40,960 --> 00:13:45,120 And so in this case study, 500% increase 292 00:13:45,120 --> 00:13:48,680 occurred when they got rid of Larry from that page. 293 00:13:48,680 --> 00:13:51,920 Now, that's an oversimplified representation 294 00:13:51,920 --> 00:13:55,360 of how conversion rate optimization works 295 00:13:55,360 --> 00:13:56,800 and what goes into it. 296 00:13:56,800 --> 00:14:01,200 But the point is the variables they can distract. 297 00:14:01,200 --> 00:14:04,200 They can cause people to miss out on opportunities. 298 00:14:04,200 --> 00:14:06,840 There's effective ways to include people. 299 00:14:06,840 --> 00:14:09,160 And there's extremely ineffective ways 300 00:14:09,160 --> 00:14:12,120 to include people like Taylor Swift running 301 00:14:12,120 --> 00:14:15,920 onto a football field during the middle of the fourth quarter. 302 00:14:15,920 --> 00:14:17,200 Not exactly appropriate. 303 00:14:17,200 --> 00:14:19,760 We want to strategically plan things out 304 00:14:19,760 --> 00:14:23,280 like this as visionaries who have 305 00:14:23,280 --> 00:14:25,160 visions to communicate with the world in order 306 00:14:25,160 --> 00:14:26,080 for them to understand. 307 00:14:26,080 --> 00:14:29,760 So we might come back and actually look at some examples. 308 00:14:29,760 --> 00:14:32,040 I want your permission for that, Dr. Gerhart. 309 00:14:32,040 --> 00:14:36,760 If we do, I've got some sizzle reels from past guests 310 00:14:36,760 --> 00:14:38,760 that might be kind of fun to analyze. 311 00:14:38,760 --> 00:14:40,560 Would that be a good use of our time? 312 00:14:40,560 --> 00:14:42,840 Or would that be a distraction from what 313 00:14:42,840 --> 00:14:44,040 you want to talk about today? 314 00:14:44,040 --> 00:14:47,000 I want the audience to get the most out of what we do. 315 00:14:47,000 --> 00:14:49,160 Well, I think you know your audience best. 316 00:14:49,160 --> 00:14:52,600 So if you think that that's what your audience would 317 00:14:52,600 --> 00:14:54,760 love to see, well, why not have some fun with that? 318 00:14:54,760 --> 00:14:55,840 We might play with this. 319 00:14:55,840 --> 00:14:57,400 We might absolutely play with that. 320 00:14:57,400 --> 00:15:00,920 So let's first find out. 321 00:15:00,920 --> 00:15:03,400 Let's make sure to extract some resources from you. 322 00:15:03,400 --> 00:15:05,720 So for the visionary leaders listening in, 323 00:15:05,720 --> 00:15:06,920 you've been on your journey. 324 00:15:06,920 --> 00:15:10,000 I don't think you were born with all the things you've learned 325 00:15:10,000 --> 00:15:11,640 and know today. 326 00:15:11,640 --> 00:15:13,480 So what's gotten you to where you are? 327 00:15:13,480 --> 00:15:14,960 What are three resources that can 328 00:15:14,960 --> 00:15:17,640 help other visionaries along their path that have helped you? 329 00:15:20,240 --> 00:15:25,560 So what certainly has contributed to bringing me 330 00:15:25,560 --> 00:15:30,400 to where I am is writing, writing down and putting 331 00:15:30,400 --> 00:15:31,520 your thoughts on paper. 332 00:15:31,520 --> 00:15:35,280 Because while you're circling them in your mind, 333 00:15:35,280 --> 00:15:38,440 thoughts have that tendency to, well, 334 00:15:38,440 --> 00:15:41,000 stay a little bit fuzzy. 335 00:15:41,000 --> 00:15:42,960 It feels like we have that inner clarity. 336 00:15:42,960 --> 00:15:48,240 But at the moment that we try to articulate them, 337 00:15:48,240 --> 00:15:51,560 well, we feel like it's not that clear. 338 00:15:51,560 --> 00:15:53,960 And when we explain it to our best friend, or even 339 00:15:53,960 --> 00:15:57,640 to a colleague, or worse, a customer for the first time, 340 00:15:57,640 --> 00:16:01,080 somehow it feels like, well, they didn't get that. 341 00:16:01,080 --> 00:16:03,080 They might even respond with a blank stare. 342 00:16:03,080 --> 00:16:08,360 But when we write it down, we have two tools immediately 343 00:16:08,360 --> 00:16:09,200 available. 344 00:16:09,200 --> 00:16:11,720 First of all, we have committed to one way of saying it. 345 00:16:11,720 --> 00:16:14,960 And then our logical brains can analyze that. 346 00:16:14,960 --> 00:16:16,920 So does that really make sense? 347 00:16:16,920 --> 00:16:18,840 And also, our guts can help with that. 348 00:16:18,840 --> 00:16:22,280 Because they can kick in with the feelings and emotions. 349 00:16:22,280 --> 00:16:25,400 So does that feel right? 350 00:16:25,400 --> 00:16:28,640 And more importantly, does it make me feel excited? 351 00:16:28,640 --> 00:16:32,440 Because if I'm not excited, who else would be? 352 00:16:32,440 --> 00:16:35,680 So writing it down is certainly the first resource. 353 00:16:35,680 --> 00:16:36,760 That's huge. 354 00:16:36,760 --> 00:16:38,800 Nobody has said that. 355 00:16:38,800 --> 00:16:40,520 I think we've had over 1,000 guests. 356 00:16:40,520 --> 00:16:42,840 And nobody has ever said writing. 357 00:16:42,840 --> 00:16:46,520 But the person who I remember last saying that over 10 years 358 00:16:46,520 --> 00:16:49,680 ago, John Aserath, who's on The Secret, 359 00:16:49,680 --> 00:16:51,160 he's got his NLP program. 360 00:16:51,160 --> 00:16:54,120 He talked about the neuro thingies 361 00:16:54,120 --> 00:16:57,040 that connect our brain to our physical body. 362 00:16:57,040 --> 00:16:59,640 And it's different than typing. 363 00:16:59,640 --> 00:17:01,920 Because when you draw the letters, 364 00:17:01,920 --> 00:17:05,200 you're registering to your memory and to emotions. 365 00:17:05,200 --> 00:17:07,920 And I was like, whoa, that just felt right 366 00:17:07,920 --> 00:17:08,920 as he talked about it. 367 00:17:08,920 --> 00:17:09,520 So thank you. 368 00:17:09,520 --> 00:17:10,880 Writing, what else? 369 00:17:10,880 --> 00:17:15,760 So the Hitchhiker's Guide to the Galaxy 370 00:17:15,760 --> 00:17:18,680 is certainly a resource that you can't live without. 371 00:17:18,680 --> 00:17:23,280 I mean, first of all, it has that important front page 372 00:17:23,280 --> 00:17:27,960 where it says in bold letters, don't panic, 373 00:17:27,960 --> 00:17:32,040 which is about the most valuable advice you could ever get. 374 00:17:34,520 --> 00:17:37,960 But it also teaches us one of the most profound lessons 375 00:17:37,960 --> 00:17:42,560 that I think any entrepreneur, any visionary, basically anyone 376 00:17:42,560 --> 00:17:44,840 can learn in their lives. 377 00:17:44,840 --> 00:17:47,600 And that has to do with, so I hope I'm not 378 00:17:47,600 --> 00:17:49,440 spoiling for too many people, because I 379 00:17:49,440 --> 00:17:50,800 think it's a very well-known book. 380 00:17:50,800 --> 00:17:53,360 So by now, you probably heard that 42. 381 00:17:53,360 --> 00:17:54,800 You are, and I want you to. 382 00:17:54,800 --> 00:17:55,960 Here's why. 383 00:17:55,960 --> 00:17:58,480 I somehow, one, nobody's mentioned it. 384 00:17:58,480 --> 00:18:01,000 Again, nobody has mentioned that book. 385 00:18:01,000 --> 00:18:05,160 I have not heard about that book in at least 15 years. 386 00:18:05,160 --> 00:18:07,080 I want to say, maybe I'm wrong. 387 00:18:07,080 --> 00:18:09,120 It's that far back in my registrar. 388 00:18:09,120 --> 00:18:10,640 I don't know what it is. 389 00:18:10,640 --> 00:18:13,680 You've got to read it. 390 00:18:13,680 --> 00:18:16,480 It's the most hilarious, most profound book 391 00:18:16,480 --> 00:18:19,880 that you'll read, at least for the rest of this year, 392 00:18:19,880 --> 00:18:23,640 if not for a very long time. 393 00:18:23,640 --> 00:18:25,320 So the Hitchhiker's Guide to the Galaxy 394 00:18:25,320 --> 00:18:30,200 is that brilliant book by Douglas Adams, which 395 00:18:30,200 --> 00:18:34,080 has so many hilarious things happening to the main character 396 00:18:34,080 --> 00:18:38,800 Arthur Dent, but also to Earth, which unfortunately, well, 397 00:18:38,800 --> 00:18:39,680 explodes. 398 00:18:39,680 --> 00:18:43,680 So it's just in the way for an intergalactic highway. 399 00:18:43,680 --> 00:18:45,760 So it's just that hilarious. 400 00:18:45,760 --> 00:18:48,360 But I think the point that I was up to, 401 00:18:48,360 --> 00:18:49,760 and the reason I mentioned this book, 402 00:18:49,760 --> 00:18:53,320 is because of the conclusion of the book, where it leads 403 00:18:53,320 --> 00:18:59,040 to that, well, finally, we get to learn the answer 404 00:18:59,040 --> 00:19:02,600 to the ultimate question about life, universe, and all 405 00:19:02,600 --> 00:19:03,760 the rest. 406 00:19:03,760 --> 00:19:07,960 And it turns out that after millions of years of computing, 407 00:19:07,960 --> 00:19:10,800 that supercomputer that was built to answer that question 408 00:19:10,800 --> 00:19:13,120 replies with a very simple answer. 409 00:19:13,120 --> 00:19:15,160 And it's 42. 410 00:19:15,160 --> 00:19:19,360 So that's the answer to the ultimate question about life, 411 00:19:19,360 --> 00:19:25,480 universe, and all the rest. 412 00:19:25,480 --> 00:19:27,560 Oh, no, I lost you. 413 00:19:27,560 --> 00:19:29,200 I lost you. 414 00:19:29,200 --> 00:19:30,840 I wanted to ask about that. 415 00:19:30,840 --> 00:19:34,560 We'll see if Dr. Gerhardt is back in just a second. 416 00:19:34,560 --> 00:19:38,800 While we're wondering what happened with the technology 417 00:19:38,800 --> 00:19:41,080 here, we're going to actually start the review process 418 00:19:41,080 --> 00:19:43,920 of these sizzle reels. 419 00:19:43,920 --> 00:19:46,240 And we'll start with Pete Saina's sizzle reel 420 00:19:46,240 --> 00:19:47,440 of digital surgeons. 421 00:19:47,440 --> 00:19:50,560 Then we'll go into Misty's sizzle reel. 422 00:19:50,560 --> 00:19:52,400 And then we'll go into Karim's. 423 00:19:52,400 --> 00:19:56,280 So I figure we take a little break on the sizzle reels 424 00:19:56,280 --> 00:19:57,080 while you're out. 425 00:19:57,080 --> 00:19:59,800 But did you say the answer is 42? 426 00:19:59,800 --> 00:20:04,000 Yeah, so and of course, until the point 427 00:20:04,000 --> 00:20:08,680 is that finally, everyone realizes, so wait a second. 428 00:20:08,680 --> 00:20:10,320 What is the question, actually? 429 00:20:10,320 --> 00:20:13,800 So no one bothered to ask the question, right? 430 00:20:13,800 --> 00:20:16,440 So this is the answer to the ultimate question. 431 00:20:16,440 --> 00:20:17,480 But what is the question? 432 00:20:17,480 --> 00:20:22,160 And that is so spot on to the times that we're living in. 433 00:20:22,160 --> 00:20:25,600 I mean, everyone's got an opinion and answers 434 00:20:25,600 --> 00:20:28,920 to basically everything that you throw at them. 435 00:20:28,920 --> 00:20:32,200 But we take too many occasions to take a step back and ask, 436 00:20:32,200 --> 00:20:33,080 so wait a second. 437 00:20:33,080 --> 00:20:35,400 What's the question that we're trying to answer here? 438 00:20:35,400 --> 00:20:38,160 What is actually the problem here? 439 00:20:38,160 --> 00:20:40,360 So we don't take and spend enough time 440 00:20:40,360 --> 00:20:43,880 agreeing on the questions, but spend so much time 441 00:20:43,880 --> 00:20:46,040 on arguing over the right answers 442 00:20:46,040 --> 00:20:49,360 when we haven't figured out the proper question. 443 00:20:49,360 --> 00:20:50,600 So much time. 444 00:20:50,600 --> 00:20:51,520 Such an opportunity. 445 00:20:51,520 --> 00:20:52,640 I can't wait to read that. 446 00:20:52,640 --> 00:20:53,400 And you know what? 447 00:20:53,400 --> 00:20:56,080 I was going to go into the B-rolls, the B-roll for, 448 00:20:56,080 --> 00:20:56,840 what do they call? 449 00:20:56,840 --> 00:20:58,480 The sizzle reels for people. 450 00:20:58,480 --> 00:21:01,440 But you got one more awesome resource. 451 00:21:01,440 --> 00:21:01,920 What is it? 452 00:21:06,600 --> 00:21:07,840 Well, it's another book. 453 00:21:07,840 --> 00:21:11,120 It's The Power of Habit, because that's really 454 00:21:11,120 --> 00:21:13,760 what drives us humans, right? 455 00:21:13,760 --> 00:21:16,840 By Charles Dike. 456 00:21:16,840 --> 00:21:22,240 And where we learn how, where he makes 457 00:21:22,240 --> 00:21:25,880 that brilliant case of how habits work, 458 00:21:25,880 --> 00:21:29,280 how profound an impact they have on our lives, 459 00:21:29,280 --> 00:21:35,640 and where we need to attack these habits to actually have 460 00:21:35,640 --> 00:21:38,400 a shot at modifying them. 461 00:21:38,400 --> 00:21:42,800 It's kind of the prequel to the atomic habits, which 462 00:21:42,800 --> 00:21:46,360 has stormed the bestseller lists. 463 00:21:46,360 --> 00:21:49,520 But I found The Power of Habit to be a little bit more 464 00:21:49,520 --> 00:21:52,680 satisfying to read, because it has a little more background 465 00:21:52,680 --> 00:21:55,040 on why these things are like they are. 466 00:21:55,040 --> 00:21:57,120 And well, man, that author is just 467 00:21:57,120 --> 00:21:58,920 such a brilliant storyteller. 468 00:21:58,920 --> 00:22:02,160 And his new book is also a phenomenal resource, 469 00:22:02,160 --> 00:22:03,360 Super Communicators. 470 00:22:03,360 --> 00:22:06,360 So very, very appropriate and very good match 471 00:22:06,360 --> 00:22:08,240 to today's show. 472 00:22:08,240 --> 00:22:12,200 That is just a brilliant read that helps you understand. 473 00:22:12,200 --> 00:22:13,040 So wait a second. 474 00:22:13,040 --> 00:22:17,640 How do these beasts that we call habits actually work? 475 00:22:17,640 --> 00:22:20,400 And why do they have such a profound impact? 476 00:22:20,400 --> 00:22:21,720 And why are they so hard? 477 00:22:21,720 --> 00:22:23,600 And where can we use communication 478 00:22:23,600 --> 00:22:25,880 to actually counter those? 479 00:22:25,880 --> 00:22:26,800 Love it. 480 00:22:26,800 --> 00:22:30,960 So we are all standing on the shoulders of giants, right? 481 00:22:30,960 --> 00:22:33,680 And that's what these books represent as well. 482 00:22:33,680 --> 00:22:36,760 And it doesn't take away from the current status, 483 00:22:36,760 --> 00:22:38,320 because there is a certain level that 484 00:22:38,320 --> 00:22:41,080 has been achieved through modern ingenuity 485 00:22:41,080 --> 00:22:42,880 and what all of you visionaries are up to 486 00:22:42,880 --> 00:22:46,080 and what we're up to and super grateful for the resources 487 00:22:46,080 --> 00:22:47,920 of the past that make it so much easier 488 00:22:47,920 --> 00:22:49,320 to move our lives forward. 489 00:22:49,320 --> 00:22:52,840 So without further ado, some sizzle reels with Pete Sena, 490 00:22:52,840 --> 00:22:54,920 Miss T, Kareem Abul Naga. 491 00:22:54,920 --> 00:22:57,400 We'll come back after we watch a little bit of each one of these. 492 00:22:57,400 --> 00:22:58,960 I believe that creativity and curiosity 493 00:22:58,960 --> 00:23:00,120 are fundamentally broken. 494 00:23:00,120 --> 00:23:02,440 I think they're broken in the world, but more importantly, 495 00:23:02,440 --> 00:23:03,800 I think they're broken in business. 496 00:23:03,800 --> 00:23:16,280 How do we growth hack our brand into success, right? 497 00:23:16,280 --> 00:23:19,680 In order for us to engineer best in class, 498 00:23:19,680 --> 00:23:21,360 we have to first look at best in class. 499 00:23:21,360 --> 00:23:23,120 We have to deconstruct best in class, 500 00:23:23,120 --> 00:23:25,160 define a stake in the ground as to where 501 00:23:25,160 --> 00:23:26,600 we're going as a business. 502 00:23:26,600 --> 00:23:31,440 One thing I learned a long time ago, I will never quit. 503 00:23:31,440 --> 00:23:33,280 Her name is Tamara Sandberg. 504 00:23:33,280 --> 00:23:34,880 She's a typical entrepreneur who's 505 00:23:34,880 --> 00:23:37,080 just landed on the Forbes magazine. 506 00:23:37,080 --> 00:23:38,800 Typically, when you get on a Forbes list, 507 00:23:38,800 --> 00:23:40,480 it's about how much money you make. 508 00:23:40,480 --> 00:23:42,120 They're specifically pointing out 509 00:23:42,120 --> 00:23:47,720 50 different business owners who are also philanthropists. 510 00:23:47,720 --> 00:23:52,880 There's no such thing as I can. 511 00:23:52,880 --> 00:23:55,200 This is just stuff that it took me years to learn, 512 00:23:55,200 --> 00:23:56,920 but if you can learn it now, you'll 513 00:23:56,920 --> 00:23:59,440 be able to manage a class and pull excellence out 514 00:23:59,440 --> 00:24:01,520 of anybody that you're working with, 515 00:24:01,520 --> 00:24:03,520 which you want. 516 00:24:03,520 --> 00:24:07,720 Standing beside me is governing board member Kareem Abunaga. 517 00:24:07,720 --> 00:24:11,040 Kareem Abunaga is CEO and co-founder 518 00:24:11,040 --> 00:24:13,280 of Practice Makes Perfect. 519 00:24:13,280 --> 00:24:16,880 Kareem was named to Forbes 30 under 30 list. 520 00:24:16,880 --> 00:24:20,040 His TED Talk was named one of the most inspiring speeches 521 00:24:20,040 --> 00:24:21,600 of 2017. 522 00:24:21,600 --> 00:24:25,040 Clap three times if you can hear me. 523 00:24:25,040 --> 00:24:28,200 Seven years ago, I started to reform our public education 524 00:24:28,200 --> 00:24:29,400 system. 525 00:24:29,400 --> 00:24:32,320 What's even more exciting is that if we can prevent 526 00:24:32,320 --> 00:24:35,920 five months of lost time just by redesigning two months, 527 00:24:35,920 --> 00:24:37,400 imagine the possibilities that we 528 00:24:37,400 --> 00:24:40,840 can unlock by tackling the rest of the calendar year. 529 00:24:43,560 --> 00:24:44,560 All right. 530 00:24:44,560 --> 00:24:47,280 So those are three sizzle reels we've 531 00:24:47,280 --> 00:24:49,000 received from people who come in. 532 00:24:49,000 --> 00:24:52,800 And all of them are fantastic leaders, by the way. 533 00:24:52,800 --> 00:24:54,840 They're people I greatly look up to, 534 00:24:54,840 --> 00:24:57,160 who have tackled amazing world problems 535 00:24:57,160 --> 00:25:01,280 and are continuing to contribute to society in great ways. 536 00:25:01,280 --> 00:25:04,040 I want to hear from the art of communication specialists. 537 00:25:04,040 --> 00:25:06,080 What can we learn? 538 00:25:06,080 --> 00:25:09,480 What can we take away from as visionaries who are maybe just 539 00:25:09,480 --> 00:25:13,120 getting started or don't have sizzle reels like that, 540 00:25:13,120 --> 00:25:17,400 that we can pay attention to to have that type of impact 541 00:25:17,400 --> 00:25:18,240 with our visions? 542 00:25:22,120 --> 00:25:26,040 I think one of the most obvious things 543 00:25:26,040 --> 00:25:29,440 that I saw in all three of those is 544 00:25:29,440 --> 00:25:35,960 that they talk about a profound desire in the audience. 545 00:25:39,400 --> 00:25:43,760 And that might bring us back to Rocky. 546 00:25:43,760 --> 00:25:47,640 Because Rocky works basically very much the same way. 547 00:25:51,040 --> 00:25:53,480 The thing with great movies is that we 548 00:25:53,480 --> 00:25:59,080 look at the hero, but what we see is basically us. 549 00:25:59,080 --> 00:26:03,360 So we see ourselves in the hero. 550 00:26:03,360 --> 00:26:06,600 And we could be that guy that, well, we, 551 00:26:06,600 --> 00:26:11,280 I mean, Rocky is that guy that feels like he's got it all in him, 552 00:26:11,280 --> 00:26:13,680 but he just, well, never got the chance 553 00:26:13,680 --> 00:26:15,640 and life's just been unfair to him. 554 00:26:15,640 --> 00:26:18,920 And if only he ever get that phone call 555 00:26:18,920 --> 00:26:21,680 and he would show the whole world how that he's 556 00:26:21,680 --> 00:26:24,080 got the champion in him. 557 00:26:24,080 --> 00:26:28,760 And he's that lucky guy for whom the phone finally rings. 558 00:26:28,760 --> 00:26:31,800 And so when we watch that movie, in a way, 559 00:26:31,800 --> 00:26:35,400 we somehow think like, well, that could be us. 560 00:26:35,400 --> 00:26:41,360 So if the phone rang for us and the New York Times rang up 561 00:26:41,360 --> 00:26:46,320 or let's say Oprah rang up and we would get the chance 562 00:26:46,320 --> 00:26:48,120 to show the world our brilliance, 563 00:26:48,120 --> 00:26:52,680 we would, of course, give it our all just like Rocky did. 564 00:26:52,680 --> 00:26:57,840 And I think that those reels use the same principle, 565 00:26:57,840 --> 00:27:09,520 that they position the three guys as the heroes of the reel. 566 00:27:09,520 --> 00:27:16,640 But they also allowed the viewer a spot in that story. 567 00:27:16,640 --> 00:27:20,440 Like, I could be the one who refuses to quit. 568 00:27:20,440 --> 00:27:25,680 I could be the person who says the sentence I can 569 00:27:25,680 --> 00:27:27,560 doesn't exist in my world. 570 00:27:27,560 --> 00:27:32,480 And that is something that we want for ourselves. 571 00:27:32,480 --> 00:27:36,600 And so what those reels did is that they gave me 572 00:27:36,600 --> 00:27:41,720 a spot on the hero's pedestal rather than kind of claiming it 573 00:27:41,720 --> 00:27:47,480 solely for the person who's advertised here. 574 00:27:47,480 --> 00:27:52,000 We give them, we share with the audience. 575 00:27:52,000 --> 00:27:54,880 And that's so much more relatable for them. 576 00:27:54,880 --> 00:27:55,600 Huge. 577 00:27:55,600 --> 00:27:57,760 The sharing aspect. 578 00:27:57,760 --> 00:28:01,440 As a musician myself, the choice of music, too, 579 00:28:01,440 --> 00:28:05,640 is a massive impact in these types of sizzle reels. 580 00:28:05,640 --> 00:28:08,840 The timing of the impact of the music, 581 00:28:08,840 --> 00:28:13,520 it shifts the emotional importance and perception 582 00:28:13,520 --> 00:28:15,080 of what's being said. 583 00:28:15,080 --> 00:28:18,560 And that can be used to manipulate, of course. 584 00:28:18,560 --> 00:28:21,000 But music is a resource just like anything else. 585 00:28:21,000 --> 00:28:24,400 Water can be used to destroy and drown. 586 00:28:24,400 --> 00:28:26,040 Water can also be used to uplift. 587 00:28:26,040 --> 00:28:28,920 And so we do have a responsibility as visionaries 588 00:28:28,920 --> 00:28:31,960 to combine the right message with the right music 589 00:28:31,960 --> 00:28:33,960 with the right movement with the right video, all that 590 00:28:33,960 --> 00:28:35,040 at the same time. 591 00:28:35,040 --> 00:28:38,560 And if we don't hit it, you won't 592 00:28:38,560 --> 00:28:39,880 have the impact that you want. 593 00:28:39,880 --> 00:28:43,040 You talked about better words mean better business 594 00:28:43,040 --> 00:28:43,760 on your website. 595 00:28:43,760 --> 00:28:45,640 I love that tagline. 596 00:28:45,640 --> 00:28:47,560 And how you might be one call away. 597 00:28:47,560 --> 00:28:49,720 There you go, back to that Rocky reference. 598 00:28:49,720 --> 00:28:53,760 You've also got the new book, The Path to Strategic Impact. 599 00:28:53,760 --> 00:28:57,960 And so do you have a path? 600 00:28:57,960 --> 00:28:59,640 That's a dumb question. 601 00:28:59,640 --> 00:29:05,080 Is there kind of an outline of how do we get from, 602 00:29:05,080 --> 00:29:07,160 I think I've got a vision and I feel good about it, 603 00:29:07,160 --> 00:29:11,760 to I'm ready to share my vision the right way as fast 604 00:29:11,760 --> 00:29:13,880 and as efficient as possible? 605 00:29:13,880 --> 00:29:15,680 What's that framework look like for somebody 606 00:29:15,680 --> 00:29:17,080 who's trying to put that together? 607 00:29:20,800 --> 00:29:24,560 Well, first of all, I think it's important to appreciate 608 00:29:24,560 --> 00:29:26,480 that this is likely a journey. 609 00:29:26,480 --> 00:29:31,160 It's not about having that stroke of insight and just, 610 00:29:31,160 --> 00:29:36,400 well, having it immediately figured out and being right 611 00:29:36,400 --> 00:29:37,960 and once and forever. 612 00:29:37,960 --> 00:29:40,320 It's much more a process about getting it right 613 00:29:40,320 --> 00:29:44,200 eventually, where conversations with your customers, 614 00:29:44,200 --> 00:29:47,120 with your audience play a huge part, 615 00:29:47,120 --> 00:29:49,760 but also the conversations with your friends who 616 00:29:49,760 --> 00:29:51,560 might not get your idea. 617 00:29:51,560 --> 00:29:56,560 They play a huge part in finding those better words. 618 00:29:56,560 --> 00:30:02,480 So one tool that I found very, very useful, 619 00:30:02,480 --> 00:30:05,640 and one question that I will ask you very early on 620 00:30:05,640 --> 00:30:08,680 if you would work with me is, so what's 621 00:30:08,680 --> 00:30:11,400 the pass along of your communication? 622 00:30:11,400 --> 00:30:14,240 So let me explain that concept. 623 00:30:14,240 --> 00:30:19,680 So suppose you're caught on the TED stage 624 00:30:19,680 --> 00:30:24,440 and you get the chance to give that keynote, that TED keynote, 625 00:30:24,440 --> 00:30:28,520 and there's like 6,000 people in the audience, 626 00:30:28,520 --> 00:30:35,200 but also like 2 million people watching it on YouTube. 627 00:30:35,200 --> 00:30:38,320 And now if they come home from the conference 628 00:30:38,320 --> 00:30:42,200 or they meet their friend after having watched the video 629 00:30:42,200 --> 00:30:45,880 and they ask them, so wait a second, 630 00:30:45,880 --> 00:30:47,840 you've watched that talk by Jackson, 631 00:30:47,840 --> 00:30:51,640 but what was it actually about? 632 00:30:51,640 --> 00:30:53,800 And so what are they going to reply? 633 00:30:53,800 --> 00:30:56,360 And that's what I call the pass along phrase. 634 00:30:56,360 --> 00:30:59,960 What are they going to pass along? 635 00:30:59,960 --> 00:31:02,960 And the thing is that this is never 636 00:31:02,960 --> 00:31:07,680 going to be like 30 slides with six bullet points each. 637 00:31:07,680 --> 00:31:13,000 It's never like a 12-page report that they've read from you. 638 00:31:13,000 --> 00:31:16,360 It's always more like one or two sentences 639 00:31:16,360 --> 00:31:18,680 in very simple language, language 640 00:31:18,680 --> 00:31:21,640 that they are familiar with. 641 00:31:21,640 --> 00:31:26,400 And what I observe so often is that so many communicators, 642 00:31:26,400 --> 00:31:29,240 especially those who are passionate about the things 643 00:31:29,240 --> 00:31:33,680 that they do, they delegate the task of figuring out 644 00:31:33,680 --> 00:31:36,960 that pass along phrase to the audience. 645 00:31:36,960 --> 00:31:39,640 They basically throw everything they 646 00:31:39,640 --> 00:31:42,000 are passionate about at the audience, 647 00:31:42,000 --> 00:31:46,080 hoping that something sticks, and basically delegating 648 00:31:46,080 --> 00:31:50,440 that task of what's the pass along here to the audience. 649 00:31:50,440 --> 00:31:53,280 And I think that's almost always a bad choice. 650 00:31:53,280 --> 00:31:55,200 You should take ownership of that. 651 00:31:55,200 --> 00:31:59,840 You should spend a lot of time thinking about, 652 00:31:59,840 --> 00:32:04,480 so what do I actually want them to pass along? 653 00:32:04,480 --> 00:32:09,040 And once you have that, then you can build a path. 654 00:32:09,040 --> 00:32:12,800 You can bridge the gap from where they are today 655 00:32:12,800 --> 00:32:16,920 to what you need them to see so that they will actually 656 00:32:16,920 --> 00:32:18,880 pass that along. 657 00:32:18,880 --> 00:32:20,000 My goodness. 658 00:32:20,000 --> 00:32:21,360 That is huge. 659 00:32:21,360 --> 00:32:24,320 I've never heard anybody teach this before. 660 00:32:24,320 --> 00:32:27,040 Maybe I've had my ears closed. 661 00:32:27,040 --> 00:32:29,280 It's possible that I've just overlooked it, 662 00:32:29,280 --> 00:32:32,040 and I wasn't ready for this type of information. 663 00:32:32,040 --> 00:32:36,760 In fact, I can see how scary that can feel. 664 00:32:36,760 --> 00:32:39,960 Because if, especially for somebody 665 00:32:39,960 --> 00:32:42,480 with an entrepreneurial mindset that's 666 00:32:42,480 --> 00:32:46,320 built around the laws of scarcity, 667 00:32:46,320 --> 00:32:48,760 I'm like, no, my gosh, I don't want people to know about this 668 00:32:48,760 --> 00:32:51,760 because somebody is going to take my concept or take my idea 669 00:32:51,760 --> 00:32:52,920 and run with it. 670 00:32:52,920 --> 00:32:54,760 That's going to limit anybody from wanting 671 00:32:54,760 --> 00:32:56,680 to do this, those people. 672 00:32:56,680 --> 00:32:59,360 And then the second side of it is 673 00:32:59,360 --> 00:33:02,960 that there's a responsibility factor that comes with, man, 674 00:33:02,960 --> 00:33:07,360 if my message gets passed around the world, 675 00:33:07,360 --> 00:33:08,440 what is that? 676 00:33:08,440 --> 00:33:11,800 What's going to happen to my reputation as that takes off? 677 00:33:11,800 --> 00:33:16,840 There's a huge factor of fear of failure, fear of success 678 00:33:16,840 --> 00:33:19,480 that can come along with the responsibility 679 00:33:19,480 --> 00:33:25,480 of this type of thinking and hitting a message like this. 680 00:33:25,480 --> 00:33:29,680 The weight of what that means, we 681 00:33:29,680 --> 00:33:32,320 design irresistible messages ourselves. 682 00:33:32,320 --> 00:33:34,640 I love the title of your podcast, by the way, 683 00:33:34,640 --> 00:33:35,760 Irresistible Communication. 684 00:33:35,760 --> 00:33:37,880 And you got that Keanu Reeves effect going on, 685 00:33:37,880 --> 00:33:38,760 the John Wick style. 686 00:33:38,760 --> 00:33:40,200 So it's a good looking photo, man. 687 00:33:43,080 --> 00:33:46,880 So irresistibility is something that Video Power Marketing, 688 00:33:46,880 --> 00:33:47,600 we learned a lot about. 689 00:33:47,600 --> 00:33:48,920 I learned a lot about it there. 690 00:33:48,920 --> 00:33:51,320 I learned a lot about it at VideoPower.com. 691 00:33:51,320 --> 00:33:53,240 They designed some of the most viral video ad 692 00:33:53,240 --> 00:33:54,880 campaigns of all time. 693 00:33:54,880 --> 00:34:00,200 But I've never thought about combining that aspect 694 00:34:00,200 --> 00:34:01,760 with what you're talking about. 695 00:34:01,760 --> 00:34:02,880 But you make it so clear. 696 00:34:02,880 --> 00:34:06,560 It's like Sir Ken Robinson, I think his name is, 697 00:34:06,560 --> 00:34:10,280 the one that gave the most popular TED Talk of all time. 698 00:34:10,280 --> 00:34:11,600 What's his pass along? 699 00:34:11,600 --> 00:34:13,400 Reform child education. 700 00:34:13,400 --> 00:34:16,040 I saw that 15 years ago or so. 701 00:34:16,040 --> 00:34:20,200 And I remember that, and other people whose TED Talks I've 702 00:34:20,200 --> 00:34:21,720 seen, I may not remember their name. 703 00:34:21,720 --> 00:34:24,160 Johan, I can't remember his last name. 704 00:34:24,160 --> 00:34:26,760 Everything we know about addiction is wrong. 705 00:34:26,760 --> 00:34:27,520 What's the message? 706 00:34:27,520 --> 00:34:29,200 Fix it. 707 00:34:29,200 --> 00:34:31,960 Create belonging. 708 00:34:31,960 --> 00:34:33,920 And get people involved in communities. 709 00:34:33,920 --> 00:34:39,320 Those concepts are so easy to remember and regurgitate. 710 00:34:39,320 --> 00:34:43,600 And you have a framework for helping us do that. 711 00:34:43,600 --> 00:34:44,920 And you just shared it. 712 00:34:44,920 --> 00:34:46,680 And I'm extremely honored. 713 00:34:46,680 --> 00:34:49,160 That's amazing. 714 00:34:49,160 --> 00:34:51,200 Anything you want to add before I cut to a break? 715 00:34:51,200 --> 00:34:54,360 Because I almost don't want to go to a break. 716 00:34:54,360 --> 00:34:56,600 I just want to use your time to find out more. 717 00:35:03,000 --> 00:35:06,120 I think, well, yeah. 718 00:35:06,120 --> 00:35:08,520 But first of all, thanks that you like that so much. 719 00:35:08,520 --> 00:35:14,240 And I hope some of your audience can make good use of it. 720 00:35:14,240 --> 00:35:15,080 But yeah, I think that. 721 00:35:15,080 --> 00:35:17,520 We will use that every day at First Class Business. 722 00:35:17,520 --> 00:35:21,480 We will be using that every day, Dr. Gerhards. 723 00:35:21,480 --> 00:35:25,000 I really think that that's one of the most profound things. 724 00:35:25,000 --> 00:35:31,320 And it helps you swallow a bitter pill in communication, 725 00:35:31,320 --> 00:35:33,080 which I like to call rule number one. 726 00:35:33,080 --> 00:35:37,000 Basically, I think the only real rule 727 00:35:37,000 --> 00:35:38,480 that there is in communication. 728 00:35:38,480 --> 00:35:41,120 And that is if they didn't get it, they didn't get it. 729 00:35:41,120 --> 00:35:43,720 So if your audience didn't get it, they didn't get it. 730 00:35:43,720 --> 00:35:46,040 There's no use in arguing that you meant it slightly 731 00:35:46,040 --> 00:35:49,640 differently or that you mentioned it on slide 13, 732 00:35:49,640 --> 00:35:51,280 bullet point six. 733 00:35:51,280 --> 00:35:52,880 They didn't get that. 734 00:35:52,880 --> 00:35:56,440 And they didn't get your pass along. 735 00:35:56,440 --> 00:36:03,120 And so that's nothing to, well, shy away from or feel bad 736 00:36:03,120 --> 00:36:03,600 about. 737 00:36:03,600 --> 00:36:06,560 That's just what happens at times. 738 00:36:06,560 --> 00:36:08,000 But it's also information. 739 00:36:08,000 --> 00:36:09,040 It's also information. 740 00:36:09,040 --> 00:36:10,960 It helps you find the weak spots. 741 00:36:10,960 --> 00:36:12,120 So digging deep on. 742 00:36:12,120 --> 00:36:14,840 So what exactly did they not get? 743 00:36:14,840 --> 00:36:18,080 Why did they miss that important piece 744 00:36:18,080 --> 00:36:21,440 that I gave with that anecdote that I shared? 745 00:36:21,440 --> 00:36:22,680 Why did they miss that? 746 00:36:22,680 --> 00:36:25,640 And then we can refine it and tweak it and ultimately 747 00:36:25,640 --> 00:36:27,680 and eventually arrive at something 748 00:36:27,680 --> 00:36:30,760 that's way more profound than our first take. 749 00:36:30,760 --> 00:36:32,320 Huge. 750 00:36:32,320 --> 00:36:36,760 I have a dream speech by Dr. Martin Luther King 751 00:36:36,760 --> 00:36:41,600 was not his first speech, as far as I'm pretty sure. 752 00:36:41,600 --> 00:36:42,400 Exactly. 753 00:36:42,400 --> 00:36:45,240 You know, Elon Musk, Model 3, right? 754 00:36:45,240 --> 00:36:48,320 The Tesla Model 3, he was still scrutinized. 755 00:36:48,320 --> 00:36:50,560 The market was bare on what he was doing. 756 00:36:50,560 --> 00:36:53,520 They said he was never going to succeed with it. 757 00:36:53,520 --> 00:36:58,800 And now nobody can even fathom the idea of drug Tesla failing. 758 00:36:58,800 --> 00:36:59,840 And that is so true. 759 00:36:59,840 --> 00:37:02,760 And that's the misconception here. 760 00:37:02,760 --> 00:37:07,400 I mean, that first failed attempt, that scares the hell 761 00:37:07,400 --> 00:37:09,640 out of a lot of people. 762 00:37:09,640 --> 00:37:12,480 But the truth is, you've got to get your worst effort 763 00:37:12,480 --> 00:37:14,160 behind you. 764 00:37:14,160 --> 00:37:17,680 Because, well, that's just the truth. 765 00:37:17,680 --> 00:37:21,040 Your first speech is not going to be your best speech. 766 00:37:21,040 --> 00:37:24,440 At least not if you dare to make a second or a third one. 767 00:37:24,440 --> 00:37:26,960 But you've got to get that first speech out. 768 00:37:26,960 --> 00:37:29,160 You've got to give it. 769 00:37:29,160 --> 00:37:32,040 But if you have the courage to learn from it, 770 00:37:32,040 --> 00:37:35,360 to learn from the blank stares of your audience, 771 00:37:35,360 --> 00:37:40,240 to blank from the polite applause when you expected 772 00:37:40,240 --> 00:37:43,640 the standing ovations, that's where growth happens. 773 00:37:43,640 --> 00:37:46,920 And then when you did your 20th speech, 774 00:37:46,920 --> 00:37:49,720 that's when you start to get good. 775 00:37:49,720 --> 00:37:52,800 And when you're at your 100th, yeah, you're pretty good. 776 00:37:52,800 --> 00:37:56,720 But the truth is that every one of those brilliant keynote 777 00:37:56,720 --> 00:37:59,960 speakers that you've seen at shows, 778 00:37:59,960 --> 00:38:02,440 they give that same exact keynote, 779 00:38:02,440 --> 00:38:05,320 like 100 times a year at least. 780 00:38:05,320 --> 00:38:10,400 So and they've done like 1,000 speeches at least. 781 00:38:10,400 --> 00:38:14,080 That's how they became good. 782 00:38:14,080 --> 00:38:16,760 This is so important. 783 00:38:16,760 --> 00:38:19,200 Let's cover another couple of angles on this. 784 00:38:19,200 --> 00:38:24,080 Imagine being Charlie from Charlie Bit My Finger, right? 785 00:38:24,080 --> 00:38:27,080 One of the first original YouTube hit videos out there 786 00:38:27,080 --> 00:38:29,720 is Brother Finger Gets Bit. 787 00:38:29,720 --> 00:38:31,160 And he's like, Charlie Bit My Finger. 788 00:38:31,160 --> 00:38:35,760 And having to try to carve a legacy out after being 789 00:38:35,760 --> 00:38:37,080 known as that kid. 790 00:38:37,080 --> 00:38:39,240 It's like, how many people are going to walk up to him 791 00:38:39,240 --> 00:38:41,520 and be like, hey, bite my finger? 792 00:38:41,520 --> 00:38:43,680 I'm like, I annoy the heck out of you about that. 793 00:38:43,680 --> 00:38:45,160 This is really a true thing, guys. 794 00:38:45,160 --> 00:38:49,320 Breaking Bad, Jesse from Breaking Bad, if you look up 795 00:38:49,320 --> 00:38:53,040 interviews, he was pretty traumatized and frustrated 796 00:38:53,040 --> 00:38:57,760 with society that they wanted, people wanted him to walk up 797 00:38:57,760 --> 00:38:59,080 and say his famous quote. 798 00:38:59,080 --> 00:39:03,800 It's something obscure and dark, but he hated the fact 799 00:39:03,800 --> 00:39:06,960 that everybody wanted him to come up to him on the street 800 00:39:06,960 --> 00:39:12,040 and say the quote or say the quote to him derogatorily. 801 00:39:12,040 --> 00:39:15,520 And that messes with you. 802 00:39:15,520 --> 00:39:18,720 So the first failed attempts, I'm 803 00:39:18,720 --> 00:39:21,360 grateful that my first failed attempts are not 804 00:39:21,360 --> 00:39:23,520 what I'm known for for the rest of my life. 805 00:39:23,520 --> 00:39:25,320 I've got other things that I need to do. 806 00:39:25,320 --> 00:39:29,760 So sometimes we might have the blessing slash curse 807 00:39:29,760 --> 00:39:32,320 of going famous and viral on day one. 808 00:39:32,320 --> 00:39:34,560 And sometimes we might have the blessing and curse 809 00:39:34,560 --> 00:39:36,680 of it taking a bit longer. 810 00:39:36,680 --> 00:39:38,640 One thing that Dr. Gerhart talked about earlier 811 00:39:38,640 --> 00:39:41,600 that we honor a lot at First Class Business and Vision 812 00:39:41,600 --> 00:39:44,720 Pros Live is the journey, learning 813 00:39:44,720 --> 00:39:48,000 to be present in the moment and enjoy where we're at, 814 00:39:48,000 --> 00:39:54,960 not feeling so drawn to have to focus on the destination, 815 00:39:54,960 --> 00:39:58,120 to be addicted to a destination that controls us 816 00:39:58,120 --> 00:40:01,800 that we aren't even there to enjoy yet. 817 00:40:01,800 --> 00:40:04,000 So let's shift gears. 818 00:40:04,000 --> 00:40:06,720 I'm going to skip the entire break today. 819 00:40:06,720 --> 00:40:08,560 I hope you're OK with that. 820 00:40:08,560 --> 00:40:09,760 This is more important. 821 00:40:09,760 --> 00:40:15,280 So if this was your last chance ever to share something 822 00:40:15,280 --> 00:40:18,800 with an audience, what powerful lesson can other visionaries 823 00:40:18,800 --> 00:40:22,360 learn from your experience? 824 00:40:22,360 --> 00:40:29,160 I think if there's one thing that I can leave a trail with, 825 00:40:29,160 --> 00:40:36,080 then it's that I learned that resonance beats persuasion. 826 00:40:36,080 --> 00:40:40,520 So I'd recommend to stop persuasion. 827 00:40:40,520 --> 00:40:43,120 Don't persuade harder, but resonate stronger. 828 00:40:46,720 --> 00:40:50,960 Because, well, if you're honest with yourself 829 00:40:50,960 --> 00:40:53,920 and you realize that someone, well, 830 00:40:53,920 --> 00:40:56,520 tries to sell you something that you didn't originally 831 00:40:56,520 --> 00:41:02,520 want to buy and he tries to persuade you, 832 00:41:02,520 --> 00:41:04,080 he will probably succeed with that. 833 00:41:04,080 --> 00:41:07,640 And it might even make you happy, right? 834 00:41:07,640 --> 00:41:11,520 But it also never feels like, well, that 835 00:41:11,520 --> 00:41:14,720 was a great experience here, right? 836 00:41:14,720 --> 00:41:22,680 And, well, I might not have a good memory of that exchange, 837 00:41:22,680 --> 00:41:24,120 of that transaction. 838 00:41:24,120 --> 00:41:29,120 While when that same person approached 839 00:41:29,120 --> 00:41:32,320 the same conversation from a point of curiosity, 840 00:41:32,320 --> 00:41:36,600 from first of all listening to, so what matters to me? 841 00:41:36,600 --> 00:41:40,360 So what are some of your struggles? 842 00:41:40,360 --> 00:41:43,680 So where do you want to improve? 843 00:41:43,680 --> 00:41:45,800 Or how does that fit into your life? 844 00:41:45,800 --> 00:41:49,360 And then finds the common ground, the path 845 00:41:49,360 --> 00:41:52,760 that we both share. 846 00:41:52,760 --> 00:41:57,480 So that they might even lead me to the point of no return, 847 00:41:57,480 --> 00:42:01,280 where I've seen something that I didn't realize before in a way 848 00:42:01,280 --> 00:42:04,760 that I cannot unsee anymore. 849 00:42:04,760 --> 00:42:08,560 So that they wholeheartedly can leave the choice of whether I 850 00:42:08,560 --> 00:42:11,320 want to buy from them or not to me, 851 00:42:11,320 --> 00:42:12,840 because they've made their case. 852 00:42:12,840 --> 00:42:18,160 They know that they've listened patiently. 853 00:42:18,160 --> 00:42:21,160 They paid attention to what matters to me. 854 00:42:21,160 --> 00:42:24,680 They've made a great product. 855 00:42:24,680 --> 00:42:26,800 It's a great match for that. 856 00:42:26,800 --> 00:42:30,200 So I'd be a fool not to choose them, right, 857 00:42:30,200 --> 00:42:31,920 if you did that work. 858 00:42:31,920 --> 00:42:35,720 And if more people approach communication, 859 00:42:35,720 --> 00:42:38,000 entrepreneurship, building companies 860 00:42:38,000 --> 00:42:40,760 from that perspective, I think the world 861 00:42:40,760 --> 00:42:43,440 would be a better place. 862 00:42:43,440 --> 00:42:45,720 100%. 863 00:42:45,720 --> 00:42:48,200 Y'all may have noticed, if you are watching me 864 00:42:48,200 --> 00:42:54,560 sinking in my chair, as I pondered, meditated, 865 00:42:54,560 --> 00:43:00,160 fought back tears related to what Dr. Michael Gerhart just 866 00:43:00,160 --> 00:43:00,640 said. 867 00:43:03,760 --> 00:43:07,520 My first marriage and divorce was 868 00:43:07,520 --> 00:43:15,760 a byproduct of me persuading harder, not resonating stronger. 869 00:43:15,760 --> 00:43:20,240 And when you convince somebody to marry you, 870 00:43:20,240 --> 00:43:23,520 when it's about, I don't think this is about, 871 00:43:23,520 --> 00:43:26,280 I want to honor the mother of my first three children as well. 872 00:43:26,280 --> 00:43:28,120 I don't think it was about my eye color. 873 00:43:28,120 --> 00:43:30,320 There's certainly many people who were attracted to me 874 00:43:30,320 --> 00:43:32,120 because of my eye color. 875 00:43:32,120 --> 00:43:35,040 It wasn't about how I played the trumpet or the guitar, 876 00:43:35,040 --> 00:43:36,880 although there's certainly many people who 877 00:43:36,880 --> 00:43:39,800 saw that side of me and wanted that part of me, 878 00:43:39,800 --> 00:43:42,600 and not necessarily the whole Jackson. 879 00:43:42,600 --> 00:43:46,240 And when I faced the opportunity to court 880 00:43:46,240 --> 00:43:49,000 and see who my spouse was going to be, 881 00:43:49,000 --> 00:43:53,120 I had extremely strong skills of persuasion and charisma 882 00:43:53,120 --> 00:43:53,920 and charm. 883 00:43:53,920 --> 00:43:58,240 And I'd worked so hard on impressing people. 884 00:43:58,240 --> 00:44:02,440 That word of impress, it bothers me these days. 885 00:44:02,440 --> 00:44:03,960 Because if you think about it, if you're 886 00:44:03,960 --> 00:44:06,800 thinking about the definition of impress, 887 00:44:06,800 --> 00:44:11,200 it's to make an indent on something. 888 00:44:11,200 --> 00:44:13,800 And if you're impressing others, you're 889 00:44:13,800 --> 00:44:18,560 making an indentation on another human being's free will, 890 00:44:18,560 --> 00:44:19,960 on who they are, their identity. 891 00:44:19,960 --> 00:44:23,960 That's not my right to do. 892 00:44:23,960 --> 00:44:29,200 And in marketing, we try so hard to be impressive. 893 00:44:29,200 --> 00:44:30,760 I say it as a world. 894 00:44:30,760 --> 00:44:31,880 We don't. 895 00:44:31,880 --> 00:44:33,840 Not at First Class Business. 896 00:44:33,840 --> 00:44:37,560 And sometimes to hilarious consequences. 897 00:44:37,560 --> 00:44:44,080 I mean, I've had clients who, when we finally kind of dug out 898 00:44:44,080 --> 00:44:50,360 their diamonds, were blown away by the beauty of that diamond. 899 00:44:50,360 --> 00:44:53,080 Because what they actually did with all their marketing 900 00:44:53,080 --> 00:44:55,560 and with all them trying to impress people 901 00:44:55,560 --> 00:44:58,680 was that they decorated the diamonds, right? 902 00:44:58,680 --> 00:45:01,080 They put stickers on it. 903 00:45:01,080 --> 00:45:06,800 And painted it in fancy colors. 904 00:45:06,800 --> 00:45:08,720 And then they put it on their pedestal 905 00:45:08,720 --> 00:45:11,600 with all these dazzling lights and so. 906 00:45:11,600 --> 00:45:14,000 And when they finally removed all of that, 907 00:45:14,000 --> 00:45:19,640 until they got to the core, polished that core. 908 00:45:19,640 --> 00:45:21,680 Because that's what you do with diamonds, right? 909 00:45:21,680 --> 00:45:22,760 You don't decorate them. 910 00:45:22,760 --> 00:45:24,320 You polish them. 911 00:45:24,320 --> 00:45:28,440 And when you let it just shine with its truest brilliance, 912 00:45:28,440 --> 00:45:32,040 that's what attracts people. 913 00:45:32,040 --> 00:45:35,040 Not that overly impressive thing. 914 00:45:35,040 --> 00:45:37,720 That's what attracts the right people, right? 915 00:45:37,720 --> 00:45:39,600 I'll add that word in there. 916 00:45:39,600 --> 00:45:43,680 It's because you can attract all of the jokers and jesters 917 00:45:43,680 --> 00:45:47,320 who have all of their decorated stickers and stuff, too. 918 00:45:47,320 --> 00:45:49,880 And think that you're winning. 919 00:45:49,880 --> 00:45:51,840 But then there's far more pretenders 920 00:45:51,840 --> 00:45:54,600 in the market who will gravitate towards you 921 00:45:54,600 --> 00:45:56,960 than there are true contenders in the market. 922 00:45:56,960 --> 00:45:59,480 So yeah, not everybody understands 923 00:45:59,480 --> 00:46:00,600 the value of a diamond. 924 00:46:00,600 --> 00:46:02,920 And that's OK. 925 00:46:02,920 --> 00:46:03,600 We're blessed. 926 00:46:03,600 --> 00:46:04,920 Those of you listening in, we all 927 00:46:04,920 --> 00:46:06,480 understand the value of the diamond. 928 00:46:06,480 --> 00:46:07,840 I hope there's somebody who's going, 929 00:46:07,840 --> 00:46:08,920 why is a diamond valuable? 930 00:46:08,920 --> 00:46:10,480 I'm looking that up right now. 931 00:46:10,480 --> 00:46:11,840 Good for you. 932 00:46:11,840 --> 00:46:12,880 Go and find that. 933 00:46:12,880 --> 00:46:16,280 But when it comes to business, people often 934 00:46:16,280 --> 00:46:22,360 value the facade, the material, the vanity, the external. 935 00:46:22,360 --> 00:46:26,520 And you can build a very lucrative business model 936 00:46:26,520 --> 00:46:28,080 going after that type of a market. 937 00:46:28,080 --> 00:46:30,800 Bruno Mars does. 938 00:46:30,800 --> 00:46:33,120 He made a song about it. 939 00:46:33,120 --> 00:46:35,200 Today, I don't want to do anything. 940 00:46:35,200 --> 00:46:36,400 What a liar. 941 00:46:36,400 --> 00:46:40,800 He works 60 to 80 hours per week easily, maybe more. 942 00:46:40,800 --> 00:46:44,040 But he knows how many people will buy that song. 943 00:46:44,040 --> 00:46:46,400 And so he produced a song knowing full well 944 00:46:46,400 --> 00:46:50,560 that a bunch of idiots will buy that song. 945 00:46:50,560 --> 00:46:53,160 Bunch of people who aren't thinking straight 946 00:46:53,160 --> 00:46:55,280 and understanding the value of life itself, 947 00:46:55,280 --> 00:46:57,200 like they're going to dive into that. 948 00:46:57,200 --> 00:46:59,160 And he manipulates the market with it. 949 00:46:59,160 --> 00:47:02,520 And I know, Jackson's rude for using a trigger, 950 00:47:02,520 --> 00:47:04,440 politically incorrect word. 951 00:47:04,440 --> 00:47:06,520 I'm not singling out a demographic. 952 00:47:06,520 --> 00:47:09,280 I'm not singling out an individual. 953 00:47:09,280 --> 00:47:11,240 It's called the agentic state. 954 00:47:11,240 --> 00:47:14,160 If you want to learn more about it, Stanley Mildred, 955 00:47:14,160 --> 00:47:16,240 I think his name was, they got a great movie about it 956 00:47:16,240 --> 00:47:17,960 called The Experimenter. 957 00:47:17,960 --> 00:47:20,240 90% plus of the world, in my opinion, 958 00:47:20,240 --> 00:47:23,760 is stuck in an agentic state following 959 00:47:23,760 --> 00:47:27,280 leaders who are not exactly who, they're not 960 00:47:27,280 --> 00:47:29,000 who I want to follow normally. 961 00:47:29,000 --> 00:47:31,920 So Dr. Gerhard, thank you so much. 962 00:47:31,920 --> 00:47:35,240 This quote and the importance of it, the resonance. 963 00:47:35,240 --> 00:47:36,640 I'm not a doctor. 964 00:47:36,640 --> 00:47:41,520 I don't get to help the world see with a title like that. 965 00:47:41,520 --> 00:47:46,800 And yet, you don't leverage your status as doctor either. 966 00:47:46,800 --> 00:47:50,000 I tell my entrepreneurs, look, the person who says, 967 00:47:50,000 --> 00:47:54,600 trust me because I'm a doctor has lost all credibility 968 00:47:54,600 --> 00:47:55,320 with me. 969 00:47:55,320 --> 00:47:57,480 Because if you have to say you're 970 00:47:57,480 --> 00:48:02,480 a doctor to persuade me that you know something, 971 00:48:02,480 --> 00:48:04,160 what do you really know? 972 00:48:04,160 --> 00:48:06,600 You're already failing in that capacity. 973 00:48:06,600 --> 00:48:09,720 And so you don't do that, but you emulate 974 00:48:09,720 --> 00:48:12,680 and you just bring a gift of knowledge 975 00:48:12,680 --> 00:48:15,560 that I'm super grateful for today. 976 00:48:15,560 --> 00:48:17,800 Those of you listening in, the action steps 977 00:48:17,800 --> 00:48:18,920 will be below the video. 978 00:48:18,920 --> 00:48:21,480 We'll do our best to make sure that the right action steps are 979 00:48:21,480 --> 00:48:24,760 there so that you guys can get in touch with Dr. Gerhard 980 00:48:24,760 --> 00:48:26,600 and the best ways possible. 981 00:48:26,600 --> 00:48:29,960 We'll also have the resources below this episode too 982 00:48:29,960 --> 00:48:33,320 so you can see where all these resources we've talked about, 983 00:48:33,320 --> 00:48:35,160 a follow up with them and use them. 984 00:48:35,160 --> 00:48:37,000 Maybe it will help you on your journey 985 00:48:37,000 --> 00:48:39,960 to speed up the process of finding the paths of most 986 00:48:39,960 --> 00:48:43,120 enjoyment as you continue to move through life 987 00:48:43,120 --> 00:48:46,240 and appreciate the scenery and the circumstances 988 00:48:46,240 --> 00:48:47,000 when it's harder. 989 00:48:47,000 --> 00:48:48,560 That's going to happen. 990 00:48:48,560 --> 00:48:51,480 In the top right corner, we've got one more call to action. 991 00:48:51,480 --> 00:48:53,160 It's going to say be our guest. 992 00:48:53,160 --> 00:48:53,800 Take the chance. 993 00:48:53,800 --> 00:48:54,520 Come on our show. 994 00:48:54,520 --> 00:48:58,000 You don't have to be as well articulated as Dr. Gerhard says. 995 00:48:58,000 --> 00:49:01,160 You don't have to have a phenomenal book 996 00:49:01,160 --> 00:49:02,520 to come on the show. 997 00:49:02,520 --> 00:49:05,240 If you're out there trying to help and serve others 998 00:49:05,240 --> 00:49:06,880 and uplift others, we'll feel it. 999 00:49:06,880 --> 00:49:07,320 We'll see it. 1000 00:49:07,320 --> 00:49:08,600 We'll walk through it together. 1001 00:49:08,600 --> 00:49:10,440 We want you on the show if you're giving back 1002 00:49:10,440 --> 00:49:12,800 and helping others along their journey. 1003 00:49:12,800 --> 00:49:16,640 Dr. Gerhard, I'll let you close out today. 1004 00:49:16,640 --> 00:49:17,640 Any final thoughts? 1005 00:49:17,640 --> 00:49:20,320 Anything you want to share? 1006 00:49:20,320 --> 00:49:25,240 Yeah, I mean, since this is the vision, the vision prose show, 1007 00:49:25,240 --> 00:49:27,880 perhaps I can share mine. 1008 00:49:27,880 --> 00:49:31,000 Because I imagine a world in which those of us 1009 00:49:31,000 --> 00:49:33,560 who have an important story to tell, 1010 00:49:33,560 --> 00:49:36,760 a story that has the potential to change the world, 1011 00:49:36,760 --> 00:49:41,440 that they find the words to make that happen. 1012 00:49:41,440 --> 00:49:45,360 I think we've spoken about a couple of ideas that 1013 00:49:45,360 --> 00:49:46,800 can help you with that. 1014 00:49:46,800 --> 00:49:52,160 And so my wish for today would be that as many of you 1015 00:49:52,160 --> 00:49:57,080 as possible take those tools, find those words, 1016 00:49:57,080 --> 00:49:59,120 and make their ideas happen. 1017 00:49:59,120 --> 00:50:01,400 That will be phenomenal. 1018 00:50:01,400 --> 00:50:01,920 I love it. 1019 00:50:01,920 --> 00:50:03,760 You heard it from Dr. Gerhard. 1020 00:50:03,760 --> 00:50:05,440 And we've all been blessed with wisdom 1021 00:50:05,440 --> 00:50:08,000 on how to share our communication as visionaries. 1022 00:50:08,000 --> 00:50:09,720 We'll see you on the next episode, everybody. 1023 00:50:09,720 --> 00:50:10,040 Bye bye. 1024 00:50:10,040 --> 00:50:11,480 Thank you for being here today. 1025 00:50:11,480 --> 00:50:13,880 I'm really happy that you tuned in to Vision Pros Live. 1026 00:50:13,880 --> 00:50:16,520 I'm looking forward to seeing your reactions 1027 00:50:16,520 --> 00:50:18,720 as these episodes continue to move forward. 1028 00:50:18,720 --> 00:50:20,480 This is going to get more and more fun. 1029 00:50:20,480 --> 00:50:22,400 We'll have more and more engagement as well. 1030 00:50:22,400 --> 00:50:24,440 We'll invite people to participate in the show. 1031 00:50:24,440 --> 00:50:26,800 And thank you for giving us your time and attention. 1032 00:50:26,800 --> 00:50:29,520 Have an excellent time building out your vision 1033 00:50:29,520 --> 00:50:46,880 and becoming a vision.