Tell me about your vision.
My company's vision spurred after I
read an incredible book by Cameron
Herald called Vivid Vision.
Vivid Vision is a book that kind of a lot of people
are familiar with the term painted picture.
You kind of take the painted picture program or strategy
or execution and just like inject some nitrous
into the system.
And then the Vivid Vision allows you to sit down.
And when you go through the process
and describe what your company will look like in a three year
period, but speaking in the present tense,
acting as if everything has already occurred, right?
That's the idea.
And why three years?
Well, because one year isn't quite enough
to make a lot of change that many businesses
and entrepreneurs are looking to.
There you go.
You found mine.
And five years can be sometimes a little too far out.
So yeah, you literally found my Vivid Vision on my site here.
That's the organizational chart.
I'm at the bottom supporting all of the amazing team members
above me and then via our clients as well.
And then yeah, it starts from the big hairy audacious goal
and goes down from there.
I don't have enough time to review everything,
but people can learn more about our Vivid Vision at ytera.com.
Essentially, we use this as a way to truly color
what the company will look like in a three year period,
in approximately three years.
Now obviously, I published this about two years ago.
So now we're looking at the final push, the final year,
to see how close we actually attain our goal.
And we actually use this Vivid Vision,
and I know I realize you didn't ask me this,
but we actually use this Vivid Vision in a lot of capacities
that I highly recommend every entrepreneur, every business
owner use.
We use this when we're bringing on team members.
We want to attract team members who are aligned
with our vision, our goals.
We use this with our clients.
We want to attract the right clients that are also
aligned with our goals.
So we actually use this tool quite a lot.
It's publicly available for anyone to access.
But we go into extreme detail in a number of pages
on what our vision is going to look like.
And I don't think you want me to go through all of those details.
I don't know if we have the time.
Yeah, we can definitely schedule another segment for that part.
But I think it will be fun to go through in that as well.
But before I go into what you do,
I want to know you as a leader.
That would be the focus of today's segment,
if you're OK with that, Andrew.
Sounds great.
Yeah, my origin story is a doozy.
So six years ago, six years ago, I found myself
at rock bottom.
And Harry, have you heard the term burn the boats?
I have not.
No, so burning the boats is a term
that references when you paint yourself into a corner almost,
when you take on a specific project,
but you burn the boats, meaning there's no retreat.
There's no way.
Like when an army is going to invade another country,
they burn their boats.
So there is no retreat.
They have to move forward.
That's where the term comes from.
And about six years ago, I had the boats burned for me.
I didn't do it.
The universe did it for me.
And I found myself in a really, really terrible set
of circumstances.
I had ended a toxic marriage, a really terrible relationship
that I escaped from.
I was swimming in debt.
I was physically and mentally just completely out of shape.
And two things helped me completely turn
my entire life around.
Sounds cliche.
Doesn't make it any less true.
One of those two things was getting addicted
to YouTube videos just because really business savvy,
successful entrepreneur in types took the initiative
to hit the record button, which allows me to access what
a lot of people these days call free university, free YouTube
university, because everyone searches on Google.
But when you want to learn about a topic,
when you want to go deep on a topic,
the vast majority of people go to YouTube,
because it's the world's resource library.
And like I mentioned earlier, it's free access.
So I started binge watching these videos.
And over time, I was slowly able to get my health and fitness
right, my finances right.
But most importantly, I was able to get my mindset right.
And for me, the writing was on the wall all those years ago.
Because once I realized YouTube's potential
in changing my life around, I realized, wait a second.
I could probably make the world a better place
with my own YouTube channel.
Yes, absolutely.
The answer is yes.
But I can make the world exponentially better
if I take over the YouTube strategy and execution
for businesses.
But specifically, businesses with products and services
that make the world a better place.
When these businesses offer products and services
that solve the world's most challenging problems around
health, wealth, relationships, and I help them blow up
their business via a YouTube program,
now I'm helping their business attract a lot more
Andrew Murdoch from where I was six years ago.
Now we're putting ourselves in a position
to completely change the way businesses market themselves.
And we're on a mission to change that exact mission
for 1,000 businesses so that they
can reach more of the perfect prospects at the perfect time.
That's awesome.
That's amazing.
Is that what you say is your why as well, the why of what you do?
Yeah, it is my why.
And it's so incredibly powerful to have a why that pushes you
even on the bad days.
Because everyone's motivated on the good days.
Everyone's motivated on the happy-go-lucky days.
It's those tough days where we're pushed to our limit
when we're challenged with an obstacle,
a barrier of some kind.
That why better be powerful.
It's the old Venn diagram.
Everyone has their own version.
The one I like are the three P's.
When you're picking your thing, your industry, your business,
the first P I'm going to highlight is profitability.
Clearly, you better have some competitors out there.
There better be a marketplace.
There better be clients and customers
that are actually paying for what it
is that you're going to offer.
And then after profitability, you want some proficiency.
You want to actually be good at what you do so someone
will be willing to pay you for what you do.
And then finally, to hit the nail on the head here for the why
is passion.
You've got to have a passion for what it is that you do.
Not every day is going to be sunshine and rainbows.
And so you nail it on the head.
That is absolutely my why.
That's awesome.
Thank you for sharing that.
I have one more question.
I mean, I have a few more questions.
One of the questions is, why do you
think leaders hide from funding their vision?
And there's a second part to the same question
is, how do leaders then lean into funding that vision?
That is an interesting question because I
haven't been asked that question before
and I speak on a lot of podcasts.
I don't know if all entrepreneurs
hide from funding their vision.
So I don't know if I necessarily agree with that verbiage.
But if I had to single out one thing in particular,
it would be fear, the fear of failure,
specifically for entrepreneurs.
I know if we jumped in the way back time machine,
I was an employee for years and years and years.
And then I transitioned into becoming more of a consultant
slash freelancer.
And then three years ago, I transitioned
and became a full-on entrepreneur business owner
and started hiring experts to help execute on our clients
behalf on their YouTube programs.
And I absolutely had to deal with a very limited belief
system when I took the plunge.
When I did that leap of faith transitioning away
from being a freelancer and becoming an entrepreneur
because I had this vision that we could change
1,000 businesses, change the way they market themselves
so that we can impact that many more lives.
And because I was finally able to overcome that fear,
specifically, it was the fear around no one I bring on my team
will care about my clients as much as me.
That was a limiting belief.
And I was challenged on that belief.
And I was proven wrong on that belief.
And since then, we still have a small team.
I have about 14 people on my team right now, 14,
15 people on my team right now.
And we're growing rapidly because businesses
are realizing YouTube is the new TV.
So I don't know if hide is the right word.
But I do believe many entrepreneurs struggle
with funding their vision, either bootstrapping it
themselves or going out to the marketplace looking
for angel investors or what have you.
I chose not to bring on any investors
and launched the company myself.
There is a certain degree of risk
when an entrepreneur does that.
However, I believed in my mission.
I believed in my mission.
So that's what gave me the courage to move forward.
And because I had already, as a consultant, as a freelancer,
I already had a really high degree of confidence.
Because I already saw the results
that I was generating for my clients
when I was still a freelancer slash consultant.
So I guess you could say I eased into it.
And so I feel like I reduced the amount of risk
because I didn't exactly just jump in with two feet
right away.
I was able to verify, wait a second,
there is a market for what it is that I do.
And I have some really happy clients and customers
who are generating results from their YouTube channels.
So I was able to leverage that experience
into offering done for you services.
But yeah, I do believe entrepreneurs
struggle with fear more than anything else.
Then what do leaders do to lean into the front?
How do they get over their fear?
Oh, yeah, great follow-up question
that I forgot to answer.
So probably a couple of different ways
for me to answer that.
But it's cliche to say this, but again,
doesn't make it any less true.
It's vitally important that you pay very close attention
to who you surround yourself with.
You are the average of the five people
you spend most of your time with.
Now, that's not only the clients that you're bringing on
because I think when people are starting out,
they generate cash flow and revenue any which way they can.
But as soon as you possibly identify
your exact target audience,
it's really important to say no
and make sure that you don't bring on the wrong clients
at the wrong time,
because otherwise that could create some problems.
So identifying who you're surrounding yourself,
both in terms of who's paying you,
but then also who are you paying,
or who are the like-minded individuals
that you're surrounded by.
So I own a YouTube marketing company
where we offer a done-for-you solution, right?
So I surround myself with other YouTube agency owners
and other successful business owners and entrepreneurs.
I also joined a mastermind slash network
called Genius Network that I highly recommend.
Surrounded by, I'm coming up to the end of my first year
being a Genius Network member,
and joining that community has helped me rewire my brain
so that I make better decisions.
I don't, it's not like I don't make mistakes.
I make mistakes all the time,
but because I've surrounded myself
with very, very successful entrepreneurs and business owners,
I'm learning through just through osmosis
and spending time with them,
so I can, the chances of me making a mistake
are decreasing with time.
So leaning into, paying very close attention
to who it is you spend most of your time with,
I would start there for sure.
That's awesome.
Thank you for sharing that.
It's great that you mentioned,
your, a lot of times when people come on the show
and then I have a talk with them later,
I ask them this question, hey, what's your ideal client?
And a lot of times they can't answer that question.
Really?
Well, that's a problem.
It's, I mean, they can answer it,
but they don't answer it the way they should.
And they struggle with that mentality
because it's hard for them to imagine an easy sales
with a great thing coming in,
just walking through the front door
with everything being great on top of,
cherry on top of the sundae and everything.
It's very hard to do it,
and people struggle with that mindset.
So thank you for being that authentic self
and sharing that, yeah, it's not just getting any clients.
It's also going through and finding the right client,
your ideal client per se.
Exactly, and capturing successful case studies
of you helping these people
and capturing positive testimonials.
And if someone, if you're starting out, starting fresh,
you don't have any testimonials,
then depending on what your product or service is,
it's not a bad idea to just do some work for free.
Get some reps in, do some work for free
to get those positive testimonials,
and then maybe after you get 10 positive testimonials,
you can spin that into some actual
revenue generation as well.
It's one of the easiest things
any brand new entrepreneur can do.
Yeah, that's awesome.
And where do you suggest people go
to get some free clients?
To get some free clients.
Oh, well, I mean, I'm a YouTube expert,
so what do you think I'm gonna say?
It depends on some variables, right?
Identifying who your ideal client is
and figuring out where they live.
Marketing, when I say live, I mean that in the general sense,
not actually where they live,
but it's marketing 101.
Meet your people where they're at, right?
And now I have the unfair advantage
of being a YouTube expert.
Why do I say it that way?
Because YouTube is the number one video platform
on the planet, the number one streaming platform
on the planet, the number one podcast platform
on the planet, and the number two search engine.
So everyone's on YouTube.
Last time I was looking up the metrics,
it was 1.2 billion monthly active users.
It has a massive unfair advantage
as compared to all the other platforms.
So finding out where your ideal clients and customers
hang out, finding out where they spend their time,
and then having a presence right where they hang out.
So that you, I mean, every business owner struggles
with the same three inputs.
People, time, and money.
And if you don't find ways to increase the ROI
on all three of those, or at least two of those,
or at the very minimum one of those things,
then you're just gonna end up spending your tires
and going nowhere fast.
But if you can find a way to increase your ROI
on all three people, time, and money,
for example, using a YouTube channel allows you
to increase the ROI on all three of those,
then you're dramatically increasing your chances of success
because now your marketing strategy is speaking directly
to that ideal viewer, ideal speaker, or ideal prospect.
It's important to think of the four different ways
that you can market your business, right?
Now, content creation could be a YouTube channel,
the blogs that you publish on your website, what have you.
Okay, that's content creation.
Number two would be paying for ads.
And again, identifying which platform your ideal clients
and customers spend most of their time,
and then just nail your paid ads on that platform.
Okay, so number one, create content.
Number two, paid ads.
Number three, working with influencers.
Influencer marketing is a definite proven strategy.
Find people who have already built a community
of people that fit the definition
of your ideal customer and client.
And then maybe do a joint venture and do a rev share
and do something that supports them
and supports their community
so that they're able to share you with their community.
And then finally, what was the last one
that I'm spacing out on right now?
Oh, outreach.
Outreach could be cold DMs, cold emails, one to many,
one to one on one, cold and warm, right?
Just where you're just DMing people over LinkedIn
if LinkedIn is the platform where your ideal customers
and clients hang out or email in your list.
Those are the only four ways
any business can market themselves.
So pick once and master it and dominate that channel.
Thank you for being here today.
I'm really happy that you tuned in to Vision Pros Live.
I'm looking forward to seeing your reactions
as these episodes continue to move forward.
This is gonna get more and more fun.
We'll have more and more engagement as well.
We'll invite people to participate in the show
and thank you for giving us your time and attention.
Have an excellent time building out your vision
and becoming a Vision Pro yourself.