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Tell me about your vision.

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My company's vision spurred after I

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read an incredible book by Cameron

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Herald called Vivid Vision.

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Vivid Vision is a book that kind of a lot of people

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are familiar with the term painted picture.

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You kind of take the painted picture program or strategy

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or execution and just like inject some nitrous

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into the system.

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And then the Vivid Vision allows you to sit down.

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And when you go through the process

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and describe what your company will look like in a three year

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period, but speaking in the present tense,

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acting as if everything has already occurred, right?

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That's the idea.

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And why three years?

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Well, because one year isn't quite enough

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to make a lot of change that many businesses

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and entrepreneurs are looking to.

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There you go.

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You found mine.

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And five years can be sometimes a little too far out.

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So yeah, you literally found my Vivid Vision on my site here.

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That's the organizational chart.

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I'm at the bottom supporting all of the amazing team members

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above me and then via our clients as well.

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And then yeah, it starts from the big hairy audacious goal

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and goes down from there.

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I don't have enough time to review everything,

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but people can learn more about our Vivid Vision at ytera.com.

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Essentially, we use this as a way to truly color

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what the company will look like in a three year period,

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in approximately three years.

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Now obviously, I published this about two years ago.

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So now we're looking at the final push, the final year,

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to see how close we actually attain our goal.

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And we actually use this Vivid Vision,

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and I know I realize you didn't ask me this,

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but we actually use this Vivid Vision in a lot of capacities

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that I highly recommend every entrepreneur, every business

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owner use.

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We use this when we're bringing on team members.

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We want to attract team members who are aligned

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with our vision, our goals.

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We use this with our clients.

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We want to attract the right clients that are also

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aligned with our goals.

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So we actually use this tool quite a lot.

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It's publicly available for anyone to access.

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But we go into extreme detail in a number of pages

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on what our vision is going to look like.

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And I don't think you want me to go through all of those details.

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I don't know if we have the time.

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Yeah, we can definitely schedule another segment for that part.

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But I think it will be fun to go through in that as well.

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But before I go into what you do,

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I want to know you as a leader.

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That would be the focus of today's segment,

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if you're OK with that, Andrew.

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Sounds great.

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Yeah, my origin story is a doozy.

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So six years ago, six years ago, I found myself

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at rock bottom.

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And Harry, have you heard the term burn the boats?

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I have not.

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No, so burning the boats is a term

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that references when you paint yourself into a corner almost,

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when you take on a specific project,

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but you burn the boats, meaning there's no retreat.

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There's no way.

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Like when an army is going to invade another country,

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they burn their boats.

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So there is no retreat.

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They have to move forward.

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That's where the term comes from.

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And about six years ago, I had the boats burned for me.

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I didn't do it.

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The universe did it for me.

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And I found myself in a really, really terrible set

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of circumstances.

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I had ended a toxic marriage, a really terrible relationship

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that I escaped from.

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I was swimming in debt.

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I was physically and mentally just completely out of shape.

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And two things helped me completely turn

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my entire life around.

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Sounds cliche.

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Doesn't make it any less true.

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One of those two things was getting addicted

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to YouTube videos just because really business savvy,

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successful entrepreneur in types took the initiative

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to hit the record button, which allows me to access what

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a lot of people these days call free university, free YouTube

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university, because everyone searches on Google.

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But when you want to learn about a topic,

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when you want to go deep on a topic,

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the vast majority of people go to YouTube,

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because it's the world's resource library.

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And like I mentioned earlier, it's free access.

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So I started binge watching these videos.

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And over time, I was slowly able to get my health and fitness

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right, my finances right.

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But most importantly, I was able to get my mindset right.

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And for me, the writing was on the wall all those years ago.

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Because once I realized YouTube's potential

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in changing my life around, I realized, wait a second.

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I could probably make the world a better place

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with my own YouTube channel.

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Yes, absolutely.

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The answer is yes.

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But I can make the world exponentially better

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if I take over the YouTube strategy and execution

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for businesses.

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But specifically, businesses with products and services

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that make the world a better place.

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When these businesses offer products and services

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that solve the world's most challenging problems around

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health, wealth, relationships, and I help them blow up

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their business via a YouTube program,

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now I'm helping their business attract a lot more

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Andrew Murdoch from where I was six years ago.

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Now we're putting ourselves in a position

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to completely change the way businesses market themselves.

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And we're on a mission to change that exact mission

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for 1,000 businesses so that they

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can reach more of the perfect prospects at the perfect time.

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That's awesome.

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That's amazing.

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Is that what you say is your why as well, the why of what you do?

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Yeah, it is my why.

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And it's so incredibly powerful to have a why that pushes you

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even on the bad days.

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Because everyone's motivated on the good days.

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Everyone's motivated on the happy-go-lucky days.

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It's those tough days where we're pushed to our limit

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when we're challenged with an obstacle,

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a barrier of some kind.

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That why better be powerful.

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It's the old Venn diagram.

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Everyone has their own version.

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The one I like are the three P's.

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When you're picking your thing, your industry, your business,

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the first P I'm going to highlight is profitability.

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Clearly, you better have some competitors out there.

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There better be a marketplace.

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There better be clients and customers

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that are actually paying for what it

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is that you're going to offer.

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And then after profitability, you want some proficiency.

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You want to actually be good at what you do so someone

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will be willing to pay you for what you do.

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And then finally, to hit the nail on the head here for the why

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is passion.

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You've got to have a passion for what it is that you do.

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Not every day is going to be sunshine and rainbows.

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And so you nail it on the head.

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That is absolutely my why.

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That's awesome.

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Thank you for sharing that.

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I have one more question.

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I mean, I have a few more questions.

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One of the questions is, why do you

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think leaders hide from funding their vision?

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And there's a second part to the same question

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is, how do leaders then lean into funding that vision?

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That is an interesting question because I

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haven't been asked that question before

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and I speak on a lot of podcasts.

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I don't know if all entrepreneurs

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hide from funding their vision.

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So I don't know if I necessarily agree with that verbiage.

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But if I had to single out one thing in particular,

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it would be fear, the fear of failure,

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specifically for entrepreneurs.

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I know if we jumped in the way back time machine,

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I was an employee for years and years and years.

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And then I transitioned into becoming more of a consultant

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slash freelancer.

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And then three years ago, I transitioned

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and became a full-on entrepreneur business owner

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and started hiring experts to help execute on our clients

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behalf on their YouTube programs.

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And I absolutely had to deal with a very limited belief

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system when I took the plunge.

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When I did that leap of faith transitioning away

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from being a freelancer and becoming an entrepreneur

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because I had this vision that we could change

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1,000 businesses, change the way they market themselves

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so that we can impact that many more lives.

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And because I was finally able to overcome that fear,

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specifically, it was the fear around no one I bring on my team

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will care about my clients as much as me.

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That was a limiting belief.

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And I was challenged on that belief.

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And I was proven wrong on that belief.

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And since then, we still have a small team.

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I have about 14 people on my team right now, 14,

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15 people on my team right now.

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And we're growing rapidly because businesses

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are realizing YouTube is the new TV.

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So I don't know if hide is the right word.

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But I do believe many entrepreneurs struggle

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with funding their vision, either bootstrapping it

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themselves or going out to the marketplace looking

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for angel investors or what have you.

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I chose not to bring on any investors

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and launched the company myself.

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There is a certain degree of risk

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when an entrepreneur does that.

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However, I believed in my mission.

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I believed in my mission.

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So that's what gave me the courage to move forward.

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And because I had already, as a consultant, as a freelancer,

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I already had a really high degree of confidence.

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Because I already saw the results

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that I was generating for my clients

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when I was still a freelancer slash consultant.

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So I guess you could say I eased into it.

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And so I feel like I reduced the amount of risk

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because I didn't exactly just jump in with two feet

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right away.

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I was able to verify, wait a second,

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there is a market for what it is that I do.

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And I have some really happy clients and customers

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who are generating results from their YouTube channels.

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So I was able to leverage that experience

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into offering done for you services.

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But yeah, I do believe entrepreneurs

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struggle with fear more than anything else.

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Then what do leaders do to lean into the front?

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How do they get over their fear?

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Oh, yeah, great follow-up question

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that I forgot to answer.

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So probably a couple of different ways

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for me to answer that.

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But it's cliche to say this, but again,

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doesn't make it any less true.

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It's vitally important that you pay very close attention

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to who you surround yourself with.

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You are the average of the five people

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you spend most of your time with.

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Now, that's not only the clients that you're bringing on

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because I think when people are starting out,

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they generate cash flow and revenue any which way they can.

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But as soon as you possibly identify

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your exact target audience,

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it's really important to say no

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and make sure that you don't bring on the wrong clients

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at the wrong time,

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because otherwise that could create some problems.

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So identifying who you're surrounding yourself,

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both in terms of who's paying you,

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but then also who are you paying,

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or who are the like-minded individuals

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that you're surrounded by.

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So I own a YouTube marketing company

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where we offer a done-for-you solution, right?

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So I surround myself with other YouTube agency owners

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and other successful business owners and entrepreneurs.

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I also joined a mastermind slash network

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called Genius Network that I highly recommend.

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Surrounded by, I'm coming up to the end of my first year

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being a Genius Network member,

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and joining that community has helped me rewire my brain

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so that I make better decisions.

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I don't, it's not like I don't make mistakes.

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I make mistakes all the time,

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but because I've surrounded myself

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with very, very successful entrepreneurs and business owners,

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I'm learning through just through osmosis

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and spending time with them,

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so I can, the chances of me making a mistake

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are decreasing with time.

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So leaning into, paying very close attention

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to who it is you spend most of your time with,

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I would start there for sure.

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That's awesome.

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Thank you for sharing that.

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It's great that you mentioned,

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your, a lot of times when people come on the show

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and then I have a talk with them later,

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I ask them this question, hey, what's your ideal client?

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And a lot of times they can't answer that question.

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Really?

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Well, that's a problem.

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It's, I mean, they can answer it,

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but they don't answer it the way they should.

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And they struggle with that mentality

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because it's hard for them to imagine an easy sales

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with a great thing coming in,

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just walking through the front door

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with everything being great on top of,

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cherry on top of the sundae and everything.

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It's very hard to do it,

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and people struggle with that mindset.

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So thank you for being that authentic self

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and sharing that, yeah, it's not just getting any clients.

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It's also going through and finding the right client,

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your ideal client per se.

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Exactly, and capturing successful case studies

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of you helping these people

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and capturing positive testimonials.

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And if someone, if you're starting out, starting fresh,

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you don't have any testimonials,

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then depending on what your product or service is,

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it's not a bad idea to just do some work for free.

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Get some reps in, do some work for free

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to get those positive testimonials,

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and then maybe after you get 10 positive testimonials,

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you can spin that into some actual

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revenue generation as well.

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It's one of the easiest things

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any brand new entrepreneur can do.

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Yeah, that's awesome.

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And where do you suggest people go

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to get some free clients?

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To get some free clients.

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Oh, well, I mean, I'm a YouTube expert,

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so what do you think I'm gonna say?

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It depends on some variables, right?

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Identifying who your ideal client is

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and figuring out where they live.

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Marketing, when I say live, I mean that in the general sense,

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not actually where they live,

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but it's marketing 101.

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Meet your people where they're at, right?

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And now I have the unfair advantage

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of being a YouTube expert.

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Why do I say it that way?

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Because YouTube is the number one video platform

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on the planet, the number one streaming platform

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on the planet, the number one podcast platform

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on the planet, and the number two search engine.

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So everyone's on YouTube.

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Last time I was looking up the metrics,

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it was 1.2 billion monthly active users.

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It has a massive unfair advantage

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as compared to all the other platforms.

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So finding out where your ideal clients and customers

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hang out, finding out where they spend their time,

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and then having a presence right where they hang out.

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So that you, I mean, every business owner struggles

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with the same three inputs.

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People, time, and money.

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And if you don't find ways to increase the ROI

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on all three of those, or at least two of those,

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or at the very minimum one of those things,

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then you're just gonna end up spending your tires

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and going nowhere fast.

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But if you can find a way to increase your ROI

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on all three people, time, and money,

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for example, using a YouTube channel allows you

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to increase the ROI on all three of those,

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then you're dramatically increasing your chances of success

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because now your marketing strategy is speaking directly

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to that ideal viewer, ideal speaker, or ideal prospect.

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It's important to think of the four different ways

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that you can market your business, right?

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Now, content creation could be a YouTube channel,

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the blogs that you publish on your website, what have you.

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Okay, that's content creation.

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Number two would be paying for ads.

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And again, identifying which platform your ideal clients

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and customers spend most of their time,

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and then just nail your paid ads on that platform.

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Okay, so number one, create content.

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Number two, paid ads.

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Number three, working with influencers.

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Influencer marketing is a definite proven strategy.

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Find people who have already built a community

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of people that fit the definition

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of your ideal customer and client.

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And then maybe do a joint venture and do a rev share

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and do something that supports them

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and supports their community

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so that they're able to share you with their community.

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And then finally, what was the last one

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that I'm spacing out on right now?

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Oh, outreach.

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Outreach could be cold DMs, cold emails, one to many,

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one to one on one, cold and warm, right?

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Just where you're just DMing people over LinkedIn

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if LinkedIn is the platform where your ideal customers

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and clients hang out or email in your list.

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Those are the only four ways

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any business can market themselves.

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So pick once and master it and dominate that channel.

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Thank you for being here today.

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I'm really happy that you tuned in to Vision Pros Live.

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I'm looking forward to seeing your reactions

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as these episodes continue to move forward.

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This is gonna get more and more fun.

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We'll have more and more engagement as well.

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We'll invite people to participate in the show

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and thank you for giving us your time and attention.

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Have an excellent time building out your vision

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and becoming a Vision Pro yourself.