1 00:00:00,000 --> 00:00:03,680 Tell me about your vision so others can hear. 2 00:00:04,800 --> 00:00:08,760 Yeah, so my vision in a real simple way 3 00:00:08,760 --> 00:00:13,760 is to help business owners, particularly, 4 00:00:14,800 --> 00:00:18,340 or anybody in business or concerned with their careers, 5 00:00:18,340 --> 00:00:19,700 help them grow. 6 00:00:19,700 --> 00:00:21,120 So I'm all about growth. 7 00:00:21,120 --> 00:00:26,120 My vision is to present practical, simple, proven ways 8 00:00:26,120 --> 00:00:30,820 to help people grow in whatever context that growth is. 9 00:00:30,820 --> 00:00:34,260 And so whether you're a CEO of a startup 10 00:00:34,260 --> 00:00:36,220 looking to get going and monetize 11 00:00:36,220 --> 00:00:38,180 this great idea you've had, 12 00:00:38,180 --> 00:00:40,300 whether you're an employee sitting in the middle 13 00:00:40,300 --> 00:00:43,740 of a corporation saying, I'm done, I'm stuck, 14 00:00:43,740 --> 00:00:47,820 I need to get unstuck, anything that's related to growth, 15 00:00:47,820 --> 00:00:51,860 I can help because my world has been a how-to world. 16 00:00:51,860 --> 00:00:54,020 I know how to do it because I've done it. 17 00:00:54,020 --> 00:00:57,300 I'm not one of these textbook-driven theoreticians 18 00:00:57,300 --> 00:00:59,660 that says, well, in theory, no, no, no, no, no. 19 00:00:59,660 --> 00:01:02,580 Theory is useless if you can't translate it 20 00:01:02,580 --> 00:01:05,820 and prove that it actually proves results. 21 00:01:05,820 --> 00:01:10,700 So I'm a results visionary looking to help people grow 22 00:01:10,700 --> 00:01:13,380 in whatever context that makes sense for them. 23 00:01:13,380 --> 00:01:14,660 Yes, yes. 24 00:01:14,660 --> 00:01:17,220 What's the most important leadership lesson you've learned 25 00:01:17,220 --> 00:01:19,660 in the last 40 years of your experience? 26 00:01:19,660 --> 00:01:24,660 Wow, so there's no silver bullets, first of all. 27 00:01:25,420 --> 00:01:27,060 Okay, and I wanna make that point. 28 00:01:27,060 --> 00:01:28,860 It's a really great question 29 00:01:28,860 --> 00:01:31,460 and I've been asked it a million times and I cannot. 30 00:01:31,460 --> 00:01:35,240 It's all about doing a whole bunch of little things 31 00:01:35,240 --> 00:01:40,060 that add up to being this great big vortex of action, 32 00:01:40,060 --> 00:01:41,620 to move forward. 33 00:01:41,620 --> 00:01:46,620 And so it's okay to do a goose bump, a dumb rules, 34 00:01:46,820 --> 00:01:49,500 a line of sight, a service strategy, 35 00:01:49,500 --> 00:01:52,060 a dazzling, a rave-worthy moment. 36 00:01:52,060 --> 00:01:54,020 It's okay to do a bunch of those things 37 00:01:54,020 --> 00:01:56,460 because as long as they're all aligned 38 00:01:56,460 --> 00:01:59,620 and ending to go to the same end, 39 00:02:01,100 --> 00:02:02,100 it's okay to do that. 40 00:02:02,100 --> 00:02:05,060 In fact, it's a must because as I say, 41 00:02:05,060 --> 00:02:07,140 the Hail Mary doesn't exist. 42 00:02:07,140 --> 00:02:09,740 Okay, from a purely personal point of view, 43 00:02:09,740 --> 00:02:12,780 I think the big breakthrough for me was coming up 44 00:02:12,780 --> 00:02:17,180 with this notion of line of sight as a leader. 45 00:02:17,180 --> 00:02:19,580 Like one of the biggest things from an execution point 46 00:02:19,580 --> 00:02:24,580 of view is that if you don't clearly articulate 47 00:02:24,580 --> 00:02:27,260 everybody's role in the organization 48 00:02:27,260 --> 00:02:29,080 in terms of the new strategy you've got, 49 00:02:29,080 --> 00:02:30,860 normally you get dysfunction 50 00:02:30,860 --> 00:02:32,340 because you leave it up to people 51 00:02:32,340 --> 00:02:35,460 to invent their own definition of what they should do. 52 00:02:35,460 --> 00:02:37,900 And it's not that they're crazy, whatever, 53 00:02:37,900 --> 00:02:40,060 it's just that they lack the perspective 54 00:02:40,060 --> 00:02:41,020 that the leader has. 55 00:02:41,020 --> 00:02:45,100 And so what I would do is translate the strategy 56 00:02:45,100 --> 00:02:47,260 for every employee in the organization. 57 00:02:47,260 --> 00:02:49,260 And I had thousands of people in the organization. 58 00:02:49,260 --> 00:02:51,380 This was not a five person organization. 59 00:02:51,380 --> 00:02:55,820 It was five, 6,000 people that we built it to, it's huge. 60 00:02:55,820 --> 00:02:59,660 And so the translation process was extremely arduous 61 00:02:59,660 --> 00:03:00,580 and I did it. 62 00:03:01,500 --> 00:03:04,700 Over time, my direct reports got it 63 00:03:04,700 --> 00:03:06,460 and I trusted that they would do 64 00:03:06,460 --> 00:03:09,620 the right kind of thing with it, but initially it was me. 65 00:03:09,620 --> 00:03:12,660 And the whole idea was if everybody got direct line of sight 66 00:03:12,660 --> 00:03:16,180 from what their role was into that growth strategy, 67 00:03:16,180 --> 00:03:18,540 then wonderful things would happen. 68 00:03:18,540 --> 00:03:19,900 And it did, okay. 69 00:03:19,900 --> 00:03:21,940 And so for you leaders out there 70 00:03:21,940 --> 00:03:24,180 who think your job is to sit in your office 71 00:03:24,180 --> 00:03:27,760 and pontificate on strategy, get out of it. 72 00:03:27,760 --> 00:03:29,460 Get out of your office, right? 73 00:03:29,460 --> 00:03:31,940 Get in the execution mode, go get dirty, 74 00:03:31,940 --> 00:03:33,820 get dirt in your fingernails 75 00:03:33,820 --> 00:03:35,940 because that's where results are 76 00:03:35,940 --> 00:03:39,620 and start getting involved, embed yourself 77 00:03:39,620 --> 00:03:42,180 with your organization, help people understand 78 00:03:42,180 --> 00:03:45,540 what their role is, ask the simple question, 79 00:03:45,540 --> 00:03:47,060 how can I help? 80 00:03:47,060 --> 00:03:48,660 How can I help? 81 00:03:48,660 --> 00:03:50,340 People would often say, well, yeah, 82 00:03:50,340 --> 00:03:52,460 that sounds kind of flimsy. 83 00:03:52,460 --> 00:03:53,940 I go, no, it's not. 84 00:03:53,940 --> 00:03:56,760 Cause this isn't about how are you feeling today. 85 00:03:56,760 --> 00:03:59,540 This is about how can I help remove the barriers 86 00:03:59,540 --> 00:04:01,300 that are preventing you from executing 87 00:04:01,300 --> 00:04:03,220 our strategy even better? 88 00:04:03,220 --> 00:04:05,860 And so it's extremely strategic, 89 00:04:05,860 --> 00:04:08,220 but it would be that notion line of sight, 90 00:04:08,220 --> 00:04:11,380 embed yourself, ask the question, how can I help? 91 00:04:11,380 --> 00:04:15,060 Subordinate yourself to your people. 92 00:04:15,060 --> 00:04:17,660 There's a quote and I've never used that before. 93 00:04:17,660 --> 00:04:19,340 You need to subordinate yourself. 94 00:04:19,340 --> 00:04:20,580 You need to suck it up 95 00:04:20,580 --> 00:04:22,860 cause it's not about you leader. 96 00:04:22,860 --> 00:04:26,180 It's about the people who choose to follow you 97 00:04:26,180 --> 00:04:28,380 and you need as many as you can get. 98 00:04:28,380 --> 00:04:30,180 Absolutely. 99 00:04:30,180 --> 00:04:32,300 One other question, what's your why? 100 00:04:33,860 --> 00:04:34,900 What's my why? 101 00:04:34,900 --> 00:04:39,260 My why is, why is it taking so long 102 00:04:39,260 --> 00:04:42,900 to get people on the be different or be dead bandwagon? 103 00:04:42,900 --> 00:04:44,260 And I know what the answer is. 104 00:04:44,260 --> 00:04:49,260 The answer is that we are so driven by an education system 105 00:04:50,060 --> 00:04:53,140 and a traditional business planning system 106 00:04:53,140 --> 00:04:54,820 that it's hard to break away. 107 00:04:54,820 --> 00:04:58,100 We are bound by traditional practices. 108 00:04:58,100 --> 00:05:00,140 We shun being different. 109 00:05:00,140 --> 00:05:02,340 You said earlier, it's okay to be different. 110 00:05:02,340 --> 00:05:04,060 I would go one step further. 111 00:05:04,060 --> 00:05:07,700 It's absolutely essential to be different. 112 00:05:07,700 --> 00:05:10,660 If we're to have a society, right? 113 00:05:10,660 --> 00:05:13,580 And a business environment where we growth 114 00:05:13,580 --> 00:05:15,140 and we all prosper, 115 00:05:15,140 --> 00:05:17,940 that's not gonna happen when we're part of tribes 116 00:05:17,940 --> 00:05:19,820 unless they're different tribes. 117 00:05:19,820 --> 00:05:21,300 It's not gonna happen. 118 00:05:21,300 --> 00:05:23,780 Sameness gets you nothing. 119 00:05:23,780 --> 00:05:26,020 It may make you feel good, right? 120 00:05:26,020 --> 00:05:27,460 It may make you feel good 121 00:05:27,460 --> 00:05:29,700 but it really doesn't contribute 122 00:05:29,700 --> 00:05:32,140 what it is we need as an environment 123 00:05:32,140 --> 00:05:34,260 and a society to survive. 124 00:05:34,260 --> 00:05:37,700 And so the biggest why for me is that 125 00:05:37,700 --> 00:05:40,860 and my days are spent trying to knock down 126 00:05:40,860 --> 00:05:42,820 those barriers of tradition 127 00:05:42,820 --> 00:05:45,900 and momentum management created by textbooks 128 00:05:45,900 --> 00:05:48,140 that promulgate stuff that doesn't work 129 00:05:48,140 --> 00:05:49,700 in today's environment 130 00:05:49,700 --> 00:05:51,380 and promulgated by people 131 00:05:51,380 --> 00:05:54,620 that have never run a billion dollar a year business. 132 00:05:54,620 --> 00:05:56,220 Why do people listen to people 133 00:05:56,220 --> 00:05:59,420 with three or six letters after their name 134 00:05:59,420 --> 00:06:00,940 and they've never run a business? 135 00:06:00,940 --> 00:06:03,660 Why do they trust them to give them business advice? 136 00:06:03,660 --> 00:06:05,340 I know I'm getting a bit passionate on this 137 00:06:05,340 --> 00:06:07,780 but it really pisses me off, okay? 138 00:06:07,780 --> 00:06:08,620 It does. 139 00:06:11,220 --> 00:06:15,300 So that brings me to my most favorite question. 140 00:06:15,300 --> 00:06:17,900 What are the greatest joys of what you do? 141 00:06:19,020 --> 00:06:20,540 Having conversations like this 142 00:06:20,540 --> 00:06:24,260 and watching you smile when I give you a crazy answer 143 00:06:24,260 --> 00:06:28,100 and watching your face light up over hiring for goosebumps 144 00:06:28,100 --> 00:06:29,500 and being able to relate to that 145 00:06:29,500 --> 00:06:31,700 and tell your version of the story. 146 00:06:31,700 --> 00:06:33,780 I mean, that's what it's all about. 147 00:06:33,780 --> 00:06:37,780 I mean, look at growth is a function of relationships. 148 00:06:37,780 --> 00:06:38,620 It just is. 149 00:06:38,620 --> 00:06:40,500 And so we need to build more of those. 150 00:06:40,500 --> 00:06:42,660 And so, like I said earlier, 151 00:06:42,660 --> 00:06:46,540 I've done well over a hundred podcasts as a guest 152 00:06:46,540 --> 00:06:49,940 and every one of them is based fundamentally 153 00:06:49,940 --> 00:06:52,300 on the kind of thing that we're talking about now. 154 00:06:52,300 --> 00:06:54,180 And it's an opportunity for me 155 00:06:54,180 --> 00:06:58,260 to kind of like change the conversation a lot with why, 156 00:06:58,260 --> 00:06:59,100 right? 157 00:06:59,100 --> 00:07:01,140 And I just love them. 158 00:07:01,140 --> 00:07:05,340 I just love them because I get pushback in certain areas 159 00:07:05,340 --> 00:07:09,020 which makes me think even more about my context 160 00:07:09,020 --> 00:07:10,220 and would be different. 161 00:07:10,220 --> 00:07:12,020 I mean, the whole notion of narcissism 162 00:07:12,020 --> 00:07:14,060 and a conversation around that 163 00:07:14,060 --> 00:07:17,100 didn't come until I started podcasting. 164 00:07:17,100 --> 00:07:20,620 Or I realized there's a story here that I haven't told. 165 00:07:20,620 --> 00:07:23,940 I need to tell a story about this is not narcissism. 166 00:07:23,940 --> 00:07:26,900 Being different is not about the color of your hair. 167 00:07:26,900 --> 00:07:28,660 And that was a huge breakthrough for me. 168 00:07:28,660 --> 00:07:32,020 And so that's what I enjoy about these conversations. 169 00:07:32,020 --> 00:07:35,660 It makes me do a better job in terms of what I do. 170 00:07:35,660 --> 00:07:39,260 And hopefully I don't have that many years left, 171 00:07:39,260 --> 00:07:40,300 I guess to keep doing this, 172 00:07:40,300 --> 00:07:43,100 but hopefully I'll see some more progress 173 00:07:43,100 --> 00:07:44,900 as more and more people join me 174 00:07:44,900 --> 00:07:47,420 in that be different or be dead journey. 175 00:07:47,420 --> 00:07:48,780 That would be it. 176 00:07:48,780 --> 00:07:49,620 Yes. 177 00:07:49,620 --> 00:07:54,100 And it's crucial because I realized the more and more 178 00:07:54,100 --> 00:07:57,140 I speak to individuals on my podcast. 179 00:07:57,140 --> 00:08:01,220 And that question is asked, how are you different 180 00:08:01,220 --> 00:08:06,220 from X, Y and Z company or not even mentioning a company? 181 00:08:06,700 --> 00:08:09,420 There's so many entrepreneurs or business owners 182 00:08:09,420 --> 00:08:12,100 I believe they're already different. 183 00:08:12,100 --> 00:08:16,540 And so I'm sure that's like there's a wake up call 184 00:08:16,540 --> 00:08:19,020 to those that are owned businesses 185 00:08:19,020 --> 00:08:22,540 to really see if they are truly doing things differently 186 00:08:22,540 --> 00:08:27,540 and maybe scaling as to why they're not making it 187 00:08:27,820 --> 00:08:29,220 to where they desire to be 188 00:08:29,220 --> 00:08:31,380 because they really aren't much different. 189 00:08:32,540 --> 00:08:33,380 Yeah. 190 00:08:33,380 --> 00:08:35,940 So like I presented the problem of differentiation 191 00:08:35,940 --> 00:08:38,620 but I also have the solution of course, you knew that. 192 00:08:38,620 --> 00:08:40,860 Cause I had to develop my own process 193 00:08:40,860 --> 00:08:43,860 or my own planning process that would allow people 194 00:08:43,860 --> 00:08:46,740 to create their, what I call the only statement 195 00:08:46,740 --> 00:08:49,140 which is basically we are the only ones who 196 00:08:49,140 --> 00:08:51,220 because that is the ultimate manifestation 197 00:08:51,220 --> 00:08:52,180 of differentiation. 198 00:08:52,180 --> 00:08:55,620 If you can claim and truthfully deliver 199 00:08:55,620 --> 00:08:57,060 on being the only one 200 00:08:57,060 --> 00:08:58,980 then you have established differentiation. 201 00:08:58,980 --> 00:09:03,060 So I've had to create my own process of taking people there. 202 00:09:03,060 --> 00:09:05,340 And so I do a lot of consulting 203 00:09:05,340 --> 00:09:08,940 with small business owners and CEOs. 204 00:09:08,940 --> 00:09:12,020 After our first meeting, what you said is obvious. 205 00:09:12,020 --> 00:09:13,060 They aren't different. 206 00:09:13,060 --> 00:09:15,060 They're relying on technology, et cetera 207 00:09:15,060 --> 00:09:15,900 and blah, blah, blah. 208 00:09:15,900 --> 00:09:17,780 And you know, unique selling propositions 209 00:09:17,780 --> 00:09:20,860 as read in marketing 101, which means absolutely nothing. 210 00:09:20,860 --> 00:09:24,300 And I have to, I tell them, I said, stop spending money. 211 00:09:24,300 --> 00:09:27,260 I built a process, a 48 hour process 212 00:09:27,260 --> 00:09:30,260 that will allow people to develop a strategic game plan 213 00:09:30,260 --> 00:09:31,100 from them. 214 00:09:31,100 --> 00:09:34,060 You can read that in my books and it's so simple. 215 00:09:34,060 --> 00:09:36,140 It's based on answering three questions. 216 00:09:36,140 --> 00:09:37,540 How big do you wanna be? 217 00:09:37,540 --> 00:09:38,860 Who do you wanna serve? 218 00:09:38,860 --> 00:09:40,540 How are you gonna compete and win? 219 00:09:40,540 --> 00:09:42,700 You will have a strategy in 48 hours 220 00:09:42,700 --> 00:09:45,940 that will establish you as the only one 221 00:09:45,940 --> 00:09:46,940 that does what you do. 222 00:09:46,940 --> 00:09:49,060 And I try and get people into that. 223 00:09:49,060 --> 00:09:51,180 Now with small business, as you know, 224 00:09:51,180 --> 00:09:54,580 trying to convince them to take time off their business 225 00:09:54,580 --> 00:09:56,940 to do some planning is a challenge. 226 00:09:56,940 --> 00:09:58,940 But given that it's only 48 hours 227 00:09:58,940 --> 00:10:01,180 and it's not a three week commitment, 228 00:10:01,180 --> 00:10:02,980 I've been pretty successful getting people 229 00:10:02,980 --> 00:10:04,300 leaning into that. 230 00:10:04,300 --> 00:10:08,380 And so I've had real estate companies. 231 00:10:08,380 --> 00:10:12,740 I've had landscaping companies, small businesses go through 232 00:10:12,740 --> 00:10:14,740 and trust me to help them on this. 233 00:10:14,740 --> 00:10:16,860 And you should see the kind of planning 234 00:10:16,860 --> 00:10:17,820 that they've come up with 235 00:10:17,820 --> 00:10:19,900 and the kind of results that they're producing. 236 00:10:19,900 --> 00:10:23,580 30 to 40% annual growth and top line revenue. 237 00:10:23,580 --> 00:10:25,460 And they can't believe it, cause it's so simple. 238 00:10:25,460 --> 00:10:27,660 In fact, that's their typical responses. 239 00:10:27,660 --> 00:10:31,100 Roy, I can't believe how simple that is. 240 00:10:31,100 --> 00:10:33,140 Why isn't everybody doing it? 241 00:10:33,140 --> 00:10:35,620 And then I go back to my why. 242 00:10:35,620 --> 00:10:37,140 Absolutely. 243 00:10:37,140 --> 00:10:38,100 I love that. 244 00:10:38,100 --> 00:10:42,060 Roy, how can the guests or the audience get ahold of you 245 00:10:42,060 --> 00:10:44,300 and what are your social media handles? 246 00:10:44,300 --> 00:10:47,700 Yeah, so I've got, just Google me at Roy Osing 247 00:10:47,700 --> 00:10:48,980 and you'll get all my social media, 248 00:10:48,980 --> 00:10:53,340 but my website come visit me is be different or bedead.com. 249 00:10:53,340 --> 00:10:57,020 And I've tried to put as much resource in there as I can. 250 00:10:57,020 --> 00:11:00,020 Look at, I've been blogging on this stuff since 2009. 251 00:11:00,020 --> 00:11:01,780 So there's a ton of content. 252 00:11:01,780 --> 00:11:04,100 If you wanna find out more about goosebumps 253 00:11:04,100 --> 00:11:05,660 or killing down rules, 254 00:11:05,660 --> 00:11:08,500 you can search my blogs on my site 255 00:11:08,500 --> 00:11:09,860 and you'll get all the content. 256 00:11:09,860 --> 00:11:10,740 So visit me there. 257 00:11:10,740 --> 00:11:13,620 I've also got a page that talks about my seven books. 258 00:11:13,620 --> 00:11:16,620 There's also what I'm calling a be different quiz. 259 00:11:16,620 --> 00:11:18,740 And so if you're ever wondering where you sit 260 00:11:18,740 --> 00:11:20,980 on the be different or be dead scale, 261 00:11:20,980 --> 00:11:23,020 in terms of how different you really are 262 00:11:23,020 --> 00:11:26,500 in your business or career, go take my quiz. 263 00:11:26,500 --> 00:11:27,660 It's fun. 264 00:11:27,660 --> 00:11:30,940 It will show you where you need to do a little more work 265 00:11:30,940 --> 00:11:34,020 and it will also show you where you've really got 266 00:11:34,020 --> 00:11:35,780 some good traction going in achieving 267 00:11:35,780 --> 00:11:38,380 some of the be different stuff that I talk about. 268 00:11:38,380 --> 00:11:43,380 And lastly, my email address is roy.osing at gmail.com. 269 00:11:44,020 --> 00:11:46,540 And I'm really happy to have a conversation 270 00:11:46,540 --> 00:11:47,540 one-on-one. 271 00:11:47,540 --> 00:11:50,420 I have people emailing me their draft only statements. 272 00:11:50,420 --> 00:11:52,420 Roy, hey, I did this, check it out. 273 00:11:52,420 --> 00:11:53,580 What do you think? 274 00:11:53,580 --> 00:11:55,460 And I've done some planning work online 275 00:11:55,460 --> 00:11:56,900 with people that are interested in, 276 00:11:56,900 --> 00:11:59,460 wow, what is this strategic game plan all about? 277 00:11:59,460 --> 00:12:02,020 And so take advantage of me, use me. 278 00:12:02,020 --> 00:12:03,740 I'm here to be you. 279 00:12:03,740 --> 00:12:05,060 Thank you for being here today. 280 00:12:05,060 --> 00:12:07,540 I'm really happy that you tuned in to Vision Pros Live. 281 00:12:07,540 --> 00:12:10,180 I'm looking forward to seeing your reactions 282 00:12:10,180 --> 00:12:12,460 as these episodes continue to move forward. 283 00:12:12,460 --> 00:12:14,180 This is gonna get more and more fun. 284 00:12:14,180 --> 00:12:15,980 We'll have more and more engagement as well 285 00:12:15,980 --> 00:12:18,100 and invite people to participate in the show. 286 00:12:18,100 --> 00:12:20,460 And thank you for giving us your time and attention. 287 00:12:20,460 --> 00:12:23,180 Have an excellent time building out your vision 288 00:12:23,180 --> 00:12:46,180 and becoming a Vision Pro yourself.