WEBVTT 00:00:00.000 --> 00:00:03.020 okay yeah other side of the world um not that 00:00:03.020 --> 00:00:04.740 side other world perfect so you're over in the 00:00:04.740 --> 00:00:09.939 uk and um you had a bakery is it still open or 00:00:09.939 --> 00:00:14.400 or do you sell it or or what it i closed it so 00:00:14.400 --> 00:00:19.219 i closed it in two years ago really it was quite 00:00:19.219 --> 00:00:22.160 a because obviously we had i don't want to let 00:00:22.160 --> 00:00:24.440 me let me tee up more fairly than that because 00:00:24.440 --> 00:00:27.949 it's a really cool story right and you corporate 00:00:27.949 --> 00:00:29.890 from what I understand or from like employment 00:00:29.890 --> 00:00:33.649 to launching this bakery, winning some pretty 00:00:33.649 --> 00:00:35.950 big awards regarding it. You know a lot about 00:00:35.950 --> 00:00:38.409 strategy and marketing, which is one of our favorite 00:00:38.409 --> 00:00:40.689 subjects because a vision without strategy and 00:00:40.689 --> 00:00:43.350 marketing is like a haphazard waiting to explode 00:00:43.350 --> 00:00:46.149 in people's face or never take off. So what you 00:00:46.149 --> 00:00:49.530 have is such a gift. And so I went right for, 00:00:49.670 --> 00:00:51.670 well, wait, do you still have it or not? Now 00:00:51.670 --> 00:00:54.729 you guys all know watching in, like we have real 00:00:54.729 --> 00:00:57.609 raw authentic conversations as we go. So Naomi, 00:00:57.710 --> 00:01:00.049 tell me about the bakery, because that is one 00:01:00.049 --> 00:01:02.070 of the hardest business models, restaurants and 00:01:02.070 --> 00:01:04.750 bakeries that there is. And you succeeded quite 00:01:04.750 --> 00:01:08.629 fast with it. And yeah, where'd it go? Oh, do 00:01:08.629 --> 00:01:11.450 you know, it was quite a roller coaster. So I 00:01:11.450 --> 00:01:13.150 used to, like you said, I used to work in the 00:01:13.150 --> 00:01:15.290 corporate. I also worked in charity and nonprofit, 00:01:15.510 --> 00:01:19.090 which is a really interesting industry to be 00:01:19.090 --> 00:01:20.829 in from a marketing perspective, because you 00:01:20.829 --> 00:01:23.189 have to be very creative with very little budget. 00:01:23.430 --> 00:01:28.069 But it taught me an awful lot. Often the things 00:01:28.069 --> 00:01:30.629 I was trying to get people to support were quite 00:01:30.629 --> 00:01:32.810 tricky things. So I'd have to turn very technical 00:01:32.810 --> 00:01:36.530 data into something that would appeal to a wider 00:01:36.530 --> 00:01:39.769 audience on social media and in emails and tell 00:01:39.769 --> 00:01:41.430 that story. So that would be what I was doing. 00:01:41.790 --> 00:01:45.170 And I like my team. I led digital teams. So I 00:01:45.170 --> 00:01:46.969 did everything from brand and marketing, but 00:01:46.969 --> 00:01:49.329 it was a nine to five job. And I'm a creative 00:01:49.329 --> 00:01:52.129 by nature. I love data. I love analytics, but 00:01:52.129 --> 00:01:54.980 I also like. being able to go off and just do 00:01:54.980 --> 00:01:58.079 my own thing. And I really want to do something 00:01:58.079 --> 00:02:01.879 that I love, and I love baking. So an opportunity 00:02:01.879 --> 00:02:06.340 came up to open initially a cafe and a bar. A 00:02:06.340 --> 00:02:09.699 local building came available that had this incredible 00:02:09.699 --> 00:02:12.900 history, but had been left derelict. It had formerly 00:02:12.900 --> 00:02:15.360 been a nightclub, but originally it was opened 00:02:15.360 --> 00:02:20.000 as a, it was called the Bedford Hunts and Cams, 00:02:20.020 --> 00:02:22.960 which was my local district. electricity company 00:02:22.960 --> 00:02:25.360 showrooms it was where electricity had come into 00:02:25.360 --> 00:02:28.539 the town i'm like how do i not know this story 00:02:28.539 --> 00:02:30.539 i've lived here for like six years but i didn't 00:02:30.539 --> 00:02:32.580 know what this building did and it was the perfect 00:02:32.580 --> 00:02:35.319 building for a cafe bar and i'm a musician that's 00:02:35.319 --> 00:02:38.439 my background and that's where i started and 00:02:38.439 --> 00:02:41.520 i'm like the show we could put on here would 00:02:41.520 --> 00:02:44.780 be incredible and my mind just kind of ran and 00:02:44.780 --> 00:02:47.280 the idea ran away with me at that point and i 00:02:47.280 --> 00:02:49.340 kind of got myself into a point where i committed 00:02:49.340 --> 00:02:53.159 so i quit my job and did this it was kind of 00:02:53.159 --> 00:02:55.120 like an opportunity that was like i don't want 00:02:55.120 --> 00:02:58.199 to be that person at 90 sat in my chair thinking 00:02:58.199 --> 00:03:00.280 about the shoulda coulda with us so that's how 00:03:00.280 --> 00:03:03.699 i did it and i thought okay i haven't really 00:03:03.699 --> 00:03:05.159 got any experience of running a business and 00:03:05.159 --> 00:03:07.039 i'm certainly not a professional baker But I 00:03:07.039 --> 00:03:09.080 know how to plan. So I'm going to put a plan 00:03:09.080 --> 00:03:11.879 in place to get me there. And I mean, the plan 00:03:11.879 --> 00:03:13.879 obviously went well and truly out the window 00:03:13.879 --> 00:03:16.020 because I didn't know what I was doing. But it 00:03:16.020 --> 00:03:20.259 gave me that direction. Motivation. Exactly. 00:03:20.300 --> 00:03:22.840 And I saw the vision. I had that vision of what 00:03:22.840 --> 00:03:24.939 I wanted to create. I know how I wanted people 00:03:24.939 --> 00:03:28.979 to feel. And I knew what I wanted the place to 00:03:28.979 --> 00:03:31.539 be. And that was really the driving force. It 00:03:31.539 --> 00:03:34.719 wasn't really about... what i was selling it 00:03:34.719 --> 00:03:36.300 wasn't about i didn't know the menu until about 00:03:36.300 --> 00:03:39.099 two weeks before if i'm completely honest i certainly 00:03:39.099 --> 00:03:41.840 hadn't been sitting there practicing baking um 00:03:41.840 --> 00:03:45.400 but i knew i needed a team i needed a team of 00:03:45.400 --> 00:03:47.240 people that were friendly i wanted people to 00:03:47.240 --> 00:03:49.080 feel welcomed i wanted them to feel belonged 00:03:49.080 --> 00:03:51.439 and it was really about what i wanted people 00:03:51.439 --> 00:03:53.340 to feel rather than what i was going to sell 00:03:53.340 --> 00:03:55.759 and that was a vision i saw and it was named 00:03:55.759 --> 00:03:58.520 after my grandmother because of she always wanted 00:03:58.520 --> 00:04:02.199 a tea room but mainly because her attitude was 00:04:03.039 --> 00:04:06.020 about solutions so she saw solutions rather than 00:04:06.020 --> 00:04:09.360 problems so she went blind at 87 she also looked 00:04:09.360 --> 00:04:11.620 after the elderly until she was 87 so she was 00:04:11.620 --> 00:04:14.539 older most of them but because she lost her sight 00:04:14.539 --> 00:04:17.339 she couldn't continue to do that but she loved 00:04:17.339 --> 00:04:19.360 baking and wanted it because she wanted to tea 00:04:19.360 --> 00:04:22.639 them that was always her dream but it didn't 00:04:22.639 --> 00:04:24.040 stop her from baking because she hadn't got any 00:04:24.040 --> 00:04:26.019 sight she just found ways around it so that was 00:04:26.019 --> 00:04:28.620 how i wanted to build my business was on that 00:04:28.620 --> 00:04:31.600 ethos but being able to be welcoming and warm 00:04:31.600 --> 00:04:36.480 so that was how it got created and then obviously 00:04:36.480 --> 00:04:39.339 this was about 15 months before the pandemic 00:04:39.339 --> 00:04:41.779 hit so no one could see that one coming right 00:04:41.779 --> 00:04:44.279 so that was a really interesting from a strategic 00:04:44.279 --> 00:04:46.360 point of view i mean it was fascinating watching 00:04:46.360 --> 00:04:48.500 the changing customer behavior from a kind of 00:04:48.500 --> 00:04:52.100 business point of view not so great for my financial 00:04:52.100 --> 00:04:55.759 bottom line but i had to have a completely flexible 00:04:55.759 --> 00:04:58.259 strategy it completely changed the way i worked 00:04:58.259 --> 00:05:03.220 and What I learned of how people behave, their 00:05:03.220 --> 00:05:06.319 buying patterns, the way to market was out the 00:05:06.319 --> 00:05:08.139 window. It didn't matter. There was no plan. 00:05:08.339 --> 00:05:10.500 It was a day to day plan. It had to be like that 00:05:10.500 --> 00:05:12.339 because the rules kept changing here in the UK. 00:05:13.160 --> 00:05:15.339 And then I realized there was this opportunity 00:05:15.339 --> 00:05:22.040 to have a bakery. And that's when I got this 00:05:22.040 --> 00:05:24.540 idea and started making the bread in the cafe 00:05:24.540 --> 00:05:27.560 because we only had a small. we had a home oven 00:05:27.560 --> 00:05:29.600 so we had a very small space in our kitchen it 00:05:29.600 --> 00:05:32.420 wasn't massive for the cafe and i started making 00:05:32.420 --> 00:05:35.980 bread for the bakery for the cafe because we 00:05:35.980 --> 00:05:38.920 didn't have a reliable local supplier they were 00:05:38.920 --> 00:05:41.079 having staffing problems and had done for a long 00:05:41.079 --> 00:05:43.620 time so we'd get bread like midway through the 00:05:43.620 --> 00:05:45.600 day which is no use when people want breakfast 00:05:45.600 --> 00:05:49.120 so i thought well i'll just start making it because 00:05:49.120 --> 00:05:51.500 i like baking bread it was a passion but obviously 00:05:51.500 --> 00:05:54.060 running a full -time cafe and bar didn't give 00:05:54.060 --> 00:05:56.680 me time for that so i brought that in And people 00:05:56.680 --> 00:05:58.459 kept saying, oh, where do you get your bread 00:05:58.459 --> 00:06:00.699 from? I'm like, well, we make it. Can I have 00:06:00.699 --> 00:06:03.660 some? I'm like, well, not really because I haven't 00:06:03.660 --> 00:06:07.139 got a big enough oven. But then I realised I 00:06:07.139 --> 00:06:11.040 created this side hustle. So I thought, I haven't 00:06:11.040 --> 00:06:12.920 got the cash flow because I haven't been long 00:06:12.920 --> 00:06:15.899 in the business. The bank who were giving out 00:06:15.899 --> 00:06:18.439 loans at the time to help support businesses 00:06:18.439 --> 00:06:21.149 only wanted to... support businesses that were 00:06:21.149 --> 00:06:23.709 profitable and i was breaking evening which in 00:06:23.709 --> 00:06:26.069 the hospitality world in the middle of a pandemic 00:06:26.069 --> 00:06:31.050 two and a half years in was incredible and the 00:06:31.050 --> 00:06:33.170 fact that i kept all my staff employed was even 00:06:33.170 --> 00:06:35.949 more incredible oh my gosh and they still said 00:06:35.949 --> 00:06:37.790 no so i couldn't get that i was like well what 00:06:37.790 --> 00:06:40.470 my other option so i went to crowdfunding that 00:06:40.470 --> 00:06:42.860 was where someone said well have you thought 00:06:42.860 --> 00:06:44.639 about that I'm like why haven't I thought about 00:06:44.639 --> 00:06:46.699 that it's like the ultimate marketing campaign 00:06:46.699 --> 00:06:49.920 because not only does it give me investors so 00:06:49.920 --> 00:06:52.879 people invest in crowdfunding but it also gives 00:06:52.879 --> 00:06:57.259 me a customer base from day one and it also makes 00:06:57.259 --> 00:07:00.759 people feel part of a community if it fails I 00:07:00.759 --> 00:07:03.019 know it's the wrong business offer so from a 00:07:03.019 --> 00:07:05.720 marketing perspective if I if it fails it's wrong 00:07:05.720 --> 00:07:08.800 so I put together a whole marketing plan And 00:07:08.800 --> 00:07:11.360 it was completely, I didn't expect the response 00:07:11.360 --> 00:07:13.959 I got from it, but I had over 300 people support 00:07:13.959 --> 00:07:18.779 it, which raised 17 ,000 UK pounds, which was 00:07:18.779 --> 00:07:23.139 well over our target. And then it was incredible. 00:07:25.740 --> 00:07:28.100 After I'd done that and we opened the bakery, 00:07:28.360 --> 00:07:30.800 three months later, I'd entered the team without 00:07:30.800 --> 00:07:32.920 them knowing into Britain's Best Local Awards. 00:07:33.000 --> 00:07:36.180 So I put them into awards, which are national 00:07:36.180 --> 00:07:38.319 awards, partly because I just wanted to see how 00:07:38.319 --> 00:07:41.500 we compared and to also go to a food event. Because 00:07:41.500 --> 00:07:45.040 why wouldn't I want to hang out with the UK's 00:07:45.040 --> 00:07:48.420 best bakeries? And then we won it, which completely 00:07:48.420 --> 00:07:51.750 blew our minds. We're like, we're three months 00:07:51.750 --> 00:07:54.850 in. We're not professional bakers. We were literally 00:07:54.850 --> 00:07:57.449 making it up as we go along. And then we won. 00:07:57.829 --> 00:08:01.410 So it was really rewarding to be able to give 00:08:01.410 --> 00:08:03.069 that back, not only to the team because they'd 00:08:03.069 --> 00:08:05.149 worked so hard, but to the community that had 00:08:05.149 --> 00:08:08.629 invested in something. And it was just really 00:08:08.629 --> 00:08:12.649 incredible. But going on to the I don't have 00:08:12.649 --> 00:08:16.370 the bakery now, we had the cost of living crisis 00:08:16.370 --> 00:08:20.579 hit in the UK where. after covid and after the 00:08:20.579 --> 00:08:23.819 pandemic having got through that we one had we 00:08:23.819 --> 00:08:25.680 were massively affected by the war in russia 00:08:25.680 --> 00:08:28.019 and the ukraine so like getting supplies of things 00:08:28.019 --> 00:08:31.120 like flour went from three daily 14 days overnight 00:08:31.120 --> 00:08:35.100 so i couldn't get flour and the cost of living 00:08:35.100 --> 00:08:37.299 just sent our energy prices through the roof 00:08:37.299 --> 00:08:41.779 and running bakeries is expensive so even though 00:08:41.779 --> 00:08:45.409 you sell like loaves i had sourdough loaves so 00:08:45.409 --> 00:08:47.269 they would go to like four or five dollars in 00:08:47.269 --> 00:08:49.789 the us that's how much i'd sell them for but 00:08:49.789 --> 00:08:51.570 the amount of work that would go in to get that 00:08:51.570 --> 00:08:55.210 on the shelf was quite a lot um and it just became 00:08:55.210 --> 00:08:57.970 financially unviable and it was really heartbreaking 00:08:57.970 --> 00:09:00.450 to have to go through that but i had to be really 00:09:00.450 --> 00:09:03.769 as a leader and at the time it was that i fought 00:09:03.769 --> 00:09:07.379 tooth and nail to keep it open but the customers 00:09:07.379 --> 00:09:09.600 had changed their behaviors it wasn't anything 00:09:09.600 --> 00:09:11.720 I could have done without a lot more investment 00:09:11.720 --> 00:09:13.659 to completely change the business into maybe 00:09:13.659 --> 00:09:16.299 going online but then the location wouldn't have 00:09:16.299 --> 00:09:19.080 been right so I had to make that really difficult 00:09:19.080 --> 00:09:21.259 decision a year after going through all of that 00:09:21.259 --> 00:09:23.679 to close it and sometimes that's just the reality 00:09:23.679 --> 00:09:26.120 of business of we there are some things inside 00:09:26.120 --> 00:09:27.919 our control there are some things outside our 00:09:27.919 --> 00:09:31.639 control that one I had to go for all the options 00:09:31.639 --> 00:09:35.830 so it was such an incredible experience having 00:09:35.830 --> 00:09:39.090 done that. And it's got me a little bit to where 00:09:39.090 --> 00:09:41.549 I am now, really. It's helped me with that journey, 00:09:41.669 --> 00:09:44.570 but it's sometimes that's the nature of business. 00:09:44.610 --> 00:09:46.789 Not everything works. You said a little bit, 00:09:46.809 --> 00:09:49.009 but that is a lot of bit of help. Oh, I'm right. 00:09:49.070 --> 00:09:51.009 Everything that you did there that built up the 00:09:51.009 --> 00:09:53.330 muscles, right? The strength, the emotional, 00:09:53.529 --> 00:09:55.769 the resilience, like there's so much there. You 00:09:55.769 --> 00:09:58.690 just give a masterclass on strategy, marketing, 00:09:58.850 --> 00:10:02.250 and leadership. which is so often overlooked 00:10:02.250 --> 00:10:05.169 when it comes to these realities that was just 00:10:05.169 --> 00:10:08.470 beautiful for those of you wondering 17 000 and 00:10:08.470 --> 00:10:12.769 uk pounds is about 21 000 us dollars uh what 00:10:12.769 --> 00:10:15.330 an injection for a brand and and it's not easy 00:10:15.330 --> 00:10:17.649 to launch those campaigns either i know because 00:10:17.649 --> 00:10:20.330 i've been involved in them and so the all of 00:10:20.330 --> 00:10:22.169 the t's that have to be crossed the eyes that 00:10:22.169 --> 00:10:24.090 have to be dotted the pieces that have to come 00:10:24.090 --> 00:10:27.330 into play to that and the fact that you have 00:10:28.039 --> 00:10:30.320 All the capacity that you have as an individual 00:10:30.320 --> 00:10:34.019 visionary, yet you also have a complete respect 00:10:34.019 --> 00:10:37.200 and admiration for the team. Like that's huge. 00:10:37.480 --> 00:10:41.100 You're going so far in so many ways, Naomi. It 00:10:41.100 --> 00:10:44.019 is so exciting to have you on Vision Pros Live. 00:10:44.159 --> 00:10:46.480 So we're going to dive into a few resources real 00:10:46.480 --> 00:10:48.000 quick and we'll come back and dive into this 00:10:48.000 --> 00:10:50.220 vision even further. But for the other visionary 00:10:50.220 --> 00:10:54.340 leaders out there listening in. Along this whole 00:10:54.340 --> 00:10:56.919 journey and path, what are three of the best 00:10:56.919 --> 00:11:00.100 resources that you've come across that have helped 00:11:00.100 --> 00:11:04.120 you get to where you are today? There are so 00:11:04.120 --> 00:11:07.899 many things I think that have helped. And I think 00:11:07.899 --> 00:11:09.840 it's about finding the right ones for you. One 00:11:09.840 --> 00:11:13.139 book I've read quite recently, actually, and 00:11:13.139 --> 00:11:16.759 in a way, it helped me realize that there is 00:11:16.759 --> 00:11:19.460 so many ways to run a business. I knew this anyway, 00:11:19.620 --> 00:11:22.440 but it kind of reiterated that was. shoe dog 00:11:22.440 --> 00:11:25.580 by phil nike phil knight so he is the founder 00:11:25.580 --> 00:11:30.139 of nike brand nike if you it's well worth reading 00:11:30.139 --> 00:11:33.519 that book because you realize what some people 00:11:33.519 --> 00:11:36.100 will go through for their vision of their business 00:11:36.100 --> 00:11:40.500 and what he went through is incredible how he 00:11:40.500 --> 00:11:43.840 got it to where he did is just there were times 00:11:43.840 --> 00:11:45.779 where i was like i don't know if i could my heart 00:11:45.779 --> 00:11:48.659 was in my mouth from him living on the edge of 00:11:48.659 --> 00:11:50.659 literally there was sometimes where he was on 00:11:50.990 --> 00:11:53.590 edge of financial ruin in the blink of an eye 00:11:53.590 --> 00:11:57.169 that was 20 years of his career so it's an absolutely 00:11:57.169 --> 00:12:00.929 fascinating book but it also is really powerful 00:12:00.929 --> 00:12:03.289 because if you've got that really strong vision 00:12:03.289 --> 00:12:07.149 and that really strong drive it shows that you 00:12:07.149 --> 00:12:09.549 will find solutions and you'll find ways around 00:12:09.549 --> 00:12:11.590 it because that's what you really want to do 00:12:11.590 --> 00:12:15.330 so that is definitely a brilliant resource so 00:12:15.330 --> 00:12:17.710 go have a read of that book and if you've ever 00:12:17.710 --> 00:12:21.610 if you've watched the film air as well um this 00:12:21.610 --> 00:12:23.929 is the pre -log to this so this is the pre -log 00:12:23.929 --> 00:12:25.909 so read that and then watch the film because 00:12:25.909 --> 00:12:27.429 the film is also very good i'm glad you said 00:12:27.429 --> 00:12:29.529 that i'm glad you framed that for those of us 00:12:29.529 --> 00:12:31.970 who are like i saw the movie i'll be fine but 00:12:31.970 --> 00:12:34.820 no it's a totally different story totally it's 00:12:34.820 --> 00:12:37.419 before it's before Michael Jordan so this is 00:12:37.419 --> 00:12:41.360 from the 60s onwards this is from the very very 00:12:41.360 --> 00:12:43.840 very beginning stages of Nike when he used to 00:12:43.840 --> 00:12:45.659 go around in the back of his car to run meets 00:12:45.659 --> 00:12:49.500 so and he's written it himself so it's completely 00:12:49.500 --> 00:12:52.759 come from his perspective in a really honest 00:12:52.759 --> 00:12:58.519 way so really good to see that yeah not Not a 00:12:58.519 --> 00:13:00.659 way I could run a business. It would be pure 00:13:00.659 --> 00:13:02.659 panic for like the whole time. And I think he 00:13:02.659 --> 00:13:07.320 was some of it. But again, a great story. Number 00:13:07.320 --> 00:13:11.840 two. Number two. Another book. I think this was 00:13:11.840 --> 00:13:14.759 I read and this person is now my mentor as well. 00:13:15.000 --> 00:13:18.220 I read this book when I came out of having closed 00:13:18.220 --> 00:13:19.860 the cafe bar and bakery because I was at quite 00:13:19.860 --> 00:13:21.980 a pivotal moment and also quite a low moment 00:13:21.980 --> 00:13:25.159 because. I was feeling like I'd really failed. 00:13:25.320 --> 00:13:27.340 It was something that I had not set out to do, 00:13:27.360 --> 00:13:29.100 was failure wasn't an option for me, but that 00:13:29.100 --> 00:13:31.799 was the cards I had been dealt at the time. And 00:13:31.799 --> 00:13:35.740 after having worked 80 -hour weeks on my feet 00:13:35.740 --> 00:13:38.100 for a little while to keep the business going, 00:13:38.379 --> 00:13:40.799 I wanted a business that then worked for me. 00:13:40.980 --> 00:13:43.279 I wanted to change the way that I did business 00:13:43.279 --> 00:13:45.080 because I'd learnt a lot about what I didn't 00:13:45.080 --> 00:13:48.169 want to do. this book helped me realize that 00:13:48.169 --> 00:13:50.049 there is more than one way to do your business 00:13:50.049 --> 00:13:52.970 and it was called make money online by my mentor 00:13:52.970 --> 00:13:56.830 lisa johnson she is the queen of passive income 00:13:56.830 --> 00:13:59.429 so she's done a lot around passive and semi -passive 00:13:59.429 --> 00:14:01.309 income i don't like the term passive income there 00:14:01.309 --> 00:14:05.779 is no such thing but what it teaches you is you 00:14:05.779 --> 00:14:08.899 get to choose how much you earn you just need 00:14:08.899 --> 00:14:11.220 a plan to get there and you can do it in the 00:14:11.220 --> 00:14:14.000 way that works for you and a lot of the games 00:14:14.000 --> 00:14:15.740 that we play with ourselves is to do with mindset 00:14:15.740 --> 00:14:17.820 so it's a really great book and she's really 00:14:17.820 --> 00:14:21.019 she's really good at being quite structured and 00:14:21.019 --> 00:14:23.840 very process led to make business simple because 00:14:23.840 --> 00:14:26.120 we over complicate as human beings we like to 00:14:26.120 --> 00:14:27.779 over complicate and overthink things particularly 00:14:27.779 --> 00:14:30.169 when it comes to business So she gives really 00:14:30.169 --> 00:14:32.809 simple solutions as to how to do that. I'll play 00:14:32.809 --> 00:14:35.210 devil's advocate on that. You and I are the types 00:14:35.210 --> 00:14:37.350 of people that like to overcomplicate things. 00:14:37.429 --> 00:14:39.470 I can see that and tell that most people who 00:14:39.470 --> 00:14:41.730 hear us can, can understand it too. There's a 00:14:41.730 --> 00:14:43.509 whole subsector of human beings. I should say 00:14:43.509 --> 00:14:45.509 subsector. There's a different lie aside that 00:14:45.509 --> 00:14:48.149 I think is far more prominent that loves to oversimplify 00:14:48.149 --> 00:14:51.389 things. Right. And the key is finding the balance, 00:14:51.629 --> 00:14:54.470 right. Not doing either of those realities. What 00:14:54.470 --> 00:14:58.220 was her name again? Lisa Johnson. Lisa Johnson. 00:14:58.340 --> 00:15:01.879 And what's your third resource? So my third resource 00:15:01.879 --> 00:15:06.059 is a podcast, actually. And this is an Australian 00:15:06.059 --> 00:15:09.779 money mindset coach called Denise Duffield -Thomas. 00:15:10.340 --> 00:15:15.399 She wrote a book called Chill and Prosper. But 00:15:15.399 --> 00:15:18.000 she talks a lot about money. And I never really 00:15:18.000 --> 00:15:20.539 understood my relationship with money until... 00:15:21.100 --> 00:15:23.580 I came out the cafe I didn't really know what 00:15:23.580 --> 00:15:26.059 mindset was if I'm completely honest I worked 00:15:26.059 --> 00:15:28.840 in hospitality it was like it's a world and particularly 00:15:28.840 --> 00:15:31.840 in the world of music is you get stuff done regardless 00:15:31.840 --> 00:15:34.100 of who you are and what you do you know it's 00:15:34.100 --> 00:15:36.240 kind of like you power through because there's 00:15:36.240 --> 00:15:40.120 a show to put on and and the most of music is 00:15:40.120 --> 00:15:42.820 emotional not that it all is but a lot of it 00:15:42.820 --> 00:15:45.080 is extremely emotional and so that's what carries 00:15:45.080 --> 00:15:50.129 you day to day absolutely so you I when I came 00:15:50.129 --> 00:15:52.909 out of that and the reason why this podcast really 00:15:52.909 --> 00:15:54.710 resonated with me partly because she is quite 00:15:54.710 --> 00:15:56.529 straight talking and she talks very realistically 00:15:56.529 --> 00:15:59.750 about her life and what she wants but being a 00:15:59.750 --> 00:16:03.049 musician the choice I had as a child was you 00:16:03.049 --> 00:16:05.210 choose passion you choose profit but you can't 00:16:05.210 --> 00:16:07.669 have both right there you can't have them together 00:16:07.669 --> 00:16:10.909 because that's pretty universal because in the 00:16:10.909 --> 00:16:13.860 US they taught us the same thing yeah and it 00:16:13.860 --> 00:16:16.820 and it's not true and I followed my heart I did 00:16:16.820 --> 00:16:19.279 music I'm still like I'm still a musician now 00:16:19.279 --> 00:16:23.860 it's not my main business but it it was so wrong 00:16:23.860 --> 00:16:26.919 and I've had to do a lot of unpicking of my beliefs 00:16:26.919 --> 00:16:30.539 around money and what I feel about that and I 00:16:30.539 --> 00:16:32.919 talk a lot about I don't talk a lot about money 00:16:32.919 --> 00:16:34.759 on my social channels but I talk a lot about 00:16:34.759 --> 00:16:37.759 money outside of that and I talk about being 00:16:37.759 --> 00:16:39.539 comfortable with having money and being able 00:16:39.539 --> 00:16:43.009 to do that because It's okay to earn what you 00:16:43.009 --> 00:16:45.190 want to earn. It's your choice of what you earn. 00:16:45.649 --> 00:16:50.149 And that's what she helps with and being able 00:16:50.149 --> 00:16:52.529 to kind of put things into very practical perspective. 00:16:52.809 --> 00:16:54.549 So it's a really great, they're really short 00:16:54.549 --> 00:16:57.009 podcasts as well. And she's quite fun. So she 00:16:57.009 --> 00:17:00.929 vibes with me. Absolutely. Visionaries, law of 00:17:00.929 --> 00:17:03.330 attraction, big, big time here. Same thing with 00:17:03.330 --> 00:17:07.440 religious beliefs too. Money's a resource. Right. 00:17:07.500 --> 00:17:09.819 And however we treat our resources, if we disregard 00:17:09.819 --> 00:17:11.940 the water we have, that's not going to be good 00:17:11.940 --> 00:17:13.920 for our life. Right. If we disregard the food 00:17:13.920 --> 00:17:16.119 that we have, same thing. If we disregard the 00:17:16.119 --> 00:17:18.440 money we have, if we take care of our resources, 00:17:18.519 --> 00:17:21.299 though, then they have an opportunity to to help 00:17:21.299 --> 00:17:24.220 us have more of what it is that we want. So also, 00:17:24.359 --> 00:17:26.279 that was a huge shift for me. And I think most 00:17:26.279 --> 00:17:29.519 visionaries are like the two of us. Right. If 00:17:29.519 --> 00:17:32.160 I had to choose, which is just such a dangerous 00:17:32.160 --> 00:17:35.440 game anyway, but of like passion or profit, I 00:17:35.440 --> 00:17:38.059 choose passion. Like I wouldn't go the other 00:17:38.059 --> 00:17:41.740 route. And so I'd rather know that I live my 00:17:41.740 --> 00:17:43.799 life passionately and live under a bridge than 00:17:43.799 --> 00:17:46.420 live my life with a ton of riches and completely 00:17:46.420 --> 00:17:48.980 like turn my back on the things that are most 00:17:48.980 --> 00:17:51.839 important to me. You know, that that just I can't 00:17:51.839 --> 00:17:55.079 see a world where I would I would do that. And 00:17:55.079 --> 00:17:57.779 so the good news is. We don't have to choose. 00:17:57.960 --> 00:18:00.319 Nobody's asking you to choose between one or 00:18:00.319 --> 00:18:02.460 the other that's healthy and that's successful. 00:18:02.700 --> 00:18:04.180 They all know that. So thank you. These were 00:18:04.180 --> 00:18:07.220 phenomenal resources. This has been a wild on 00:18:07.220 --> 00:18:09.380 fire episode. We're going to take a quick break 00:18:09.380 --> 00:18:11.839 so I can clear my throat. We'll be right back 00:18:11.839 --> 00:18:15.259 and dive into Naomi Rose's vision further. We're 00:18:15.259 --> 00:18:16.720 going to be talking about strategy and marketing 00:18:16.720 --> 00:18:19.319 as well for your visions. Unfortunately, my friends, 00:18:19.380 --> 00:18:23.579 the best vision almost never wins. It's the best 00:18:23.579 --> 00:18:25.440 strategy and the best marketing that typically 00:18:25.440 --> 00:18:28.740 does. And so if you're hanging on to vision and 00:18:28.740 --> 00:18:31.240 hoping for luck to be the thing that drives your 00:18:31.240 --> 00:18:34.039 success or just a little bit more oomph, there's 00:18:34.039 --> 00:18:36.059 more variables to pay attention to. And we're 00:18:36.059 --> 00:18:37.519 going to try to unpack as many of those as we 00:18:37.519 --> 00:18:40.460 can to help you have the most rock solid path 00:18:40.460 --> 00:18:42.380 possible for the vision you want to bring to 00:18:42.380 --> 00:18:44.359 life. And we will see you on the other side. 00:18:44.460 --> 00:18:47.759 All right. Welcome in to Vision Pros Live with 00:18:47.759 --> 00:18:50.019 Jackson Callum. I'm your show host. We'll be 00:18:50.019 --> 00:18:51.759 doing interviews for visionary entrepreneurs. 00:18:52.039 --> 00:18:54.559 and guest leaders who are building fantastic 00:18:54.559 --> 00:19:06.250 visions out there. What's up, Vision Pros? It's 00:19:06.250 --> 00:19:07.990 so good to be back. My name is Jackson Callum, 00:19:07.990 --> 00:19:10.289 the founder of First Class Business and one of 00:19:10.289 --> 00:19:12.210 the hosts of Vision Pros Live. I'm so excited 00:19:12.210 --> 00:19:15.690 to have Naomi Rose on the show today. We're going 00:19:15.690 --> 00:19:18.269 to be diving into two of my most passionate subjects, 00:19:18.609 --> 00:19:21.529 and that is strategy and marketing. And it's 00:19:21.529 --> 00:19:26.170 so important to discover the vast reality of 00:19:26.170 --> 00:19:28.630 what is strategy and marketing because marketing 00:19:28.630 --> 00:19:33.109 cannot be limited down to... a gal or a guy. 00:19:33.289 --> 00:19:36.450 It is called a department for a reason. And if 00:19:36.450 --> 00:19:38.650 you have a vision that you are hoping to scale 00:19:38.650 --> 00:19:41.210 at some point, then getting ahead of the curve 00:19:41.210 --> 00:19:43.250 and understanding that will really, really help 00:19:43.250 --> 00:19:45.990 you on your journey to establish a great vision. 00:19:46.069 --> 00:19:49.730 Before we dive into details of, and again, Naomi's, 00:19:49.730 --> 00:19:51.890 what she's brought to the table is the wisdom 00:19:51.890 --> 00:19:55.089 of having gone the corporate route. having opened 00:19:55.089 --> 00:19:59.569 a bakery and also shut that down and understanding 00:19:59.569 --> 00:20:02.369 the value of the long -term vision and her demeanor, 00:20:02.470 --> 00:20:05.029 her cadence, her value of team. She's showing 00:20:05.029 --> 00:20:07.730 all of the greatest signs of the greatest leaders 00:20:07.730 --> 00:20:10.049 that I interview. So this is a true treasure 00:20:10.049 --> 00:20:12.789 and treat to have her on today. A couple of other 00:20:12.789 --> 00:20:14.829 value points for you guys right up here in the 00:20:14.829 --> 00:20:17.950 sponsor section. We've got Operaciones de Trabajo 00:20:17.950 --> 00:20:20.230 para Latinos. That's opportunities for work. 00:20:20.269 --> 00:20:22.190 And I said Latinos, but we've now launched this 00:20:22.190 --> 00:20:24.549 in Pakistan. We've launched. this in the Philippines. 00:20:24.710 --> 00:20:26.849 We've launched this in India and we continue 00:20:26.849 --> 00:20:29.410 to expand and grow. This is an opportunity to 00:20:29.410 --> 00:20:31.509 help Latinos and other people throughout the 00:20:31.509 --> 00:20:34.690 world find work. And we do this all for free, 00:20:34.690 --> 00:20:37.009 by the way. We bring them in, teach them about 00:20:37.009 --> 00:20:38.829 becoming virtual assistants. You're welcome to 00:20:38.829 --> 00:20:41.170 hire any of them on your own accord. You're also 00:20:41.170 --> 00:20:44.190 welcome to see how we go through the 90 day training 00:20:44.190 --> 00:20:46.670 program to help them become great leaders. The 00:20:46.670 --> 00:20:49.890 whole thing is just. It's my heart and joy. That's 00:20:49.890 --> 00:20:51.690 what I love to do. So we just went to Panama 00:20:51.690 --> 00:20:53.970 and did a huge thing down in Panama. I'm headed 00:20:53.970 --> 00:20:55.930 to Puerto Rico this coming month and I'm headed 00:20:55.930 --> 00:20:58.210 to Columbia the month after to do the same thing 00:20:58.210 --> 00:21:00.609 in person. This has been 14 years in the making, 00:21:00.650 --> 00:21:02.650 my friends. Thanks for letting me. put it out 00:21:02.650 --> 00:21:04.250 there and help the world understand. If you're 00:21:04.250 --> 00:21:06.369 a Latino who would love to be on that show, or, 00:21:06.410 --> 00:21:09.069 you know, a Latino who would be inspiring, please 00:21:09.069 --> 00:21:12.750 send them to be a guest on opportunities for 00:21:12.750 --> 00:21:16.930 Latinos. And they can be a guest to tell their 00:21:16.930 --> 00:21:19.329 inspiring story. We've got so many millions of 00:21:19.329 --> 00:21:20.990 people in the world to inspire with that. And 00:21:20.990 --> 00:21:23.710 Cynthia and Louisa do an excellent job as hosts 00:21:23.710 --> 00:21:26.450 of that show. Then we have learn and grow rich, 00:21:26.569 --> 00:21:30.299 which. Ironically, Zach Ullman lives in Colombia, 00:21:30.559 --> 00:21:32.859 in Medellin, even though he doesn't speak Spanish, 00:21:33.000 --> 00:21:36.359 but he is now our chief financial officer. And 00:21:36.359 --> 00:21:38.779 I want his program to continue to grow, but we 00:21:38.779 --> 00:21:41.599 invest in him for both our brand and Effortless 00:21:41.599 --> 00:21:44.079 Vitality, and we'll continue to do so for other 00:21:44.079 --> 00:21:46.359 brands that we work with. He's got the financial 00:21:46.359 --> 00:21:48.660 version of pretty much everything we've built 00:21:48.660 --> 00:21:51.619 on the CEO, CMO, and COO side of things. And 00:21:51.619 --> 00:21:54.559 it's been so cool to see how our bridges are 00:21:54.559 --> 00:21:56.299 coming together and what we're up to. I've loved 00:21:56.299 --> 00:21:59.140 working with him. His structure is amazing. It 00:21:59.140 --> 00:22:00.960 is so important to have somebody by your side 00:22:00.960 --> 00:22:04.599 who can help you forecast. Plan, see over the 00:22:04.599 --> 00:22:06.640 hill, have all the tax stuff figured out as well. 00:22:06.740 --> 00:22:09.279 And also the diversification of income opportunities. 00:22:09.759 --> 00:22:12.059 Zach is an amazing soul. Go check his community 00:22:12.059 --> 00:22:14.000 out. It's free to check out and learn about as 00:22:14.000 --> 00:22:15.980 well. If you feel inspired, feel free to work 00:22:15.980 --> 00:22:18.240 with them directly or through First Class Business. 00:22:18.660 --> 00:22:20.880 Then there's the Water Project. The Water Project, 00:22:20.920 --> 00:22:24.279 we do not have any affiliation with, but it captured 00:22:24.279 --> 00:22:27.000 my heart, mind, soul, everything when I learned 00:22:27.000 --> 00:22:29.700 about it because I've never been thirsty in my 00:22:29.700 --> 00:22:32.190 life. like most of you have never been truly 00:22:32.190 --> 00:22:35.230 without when it comes to hydration these kids 00:22:35.230 --> 00:22:38.549 these people they do not have access to even 00:22:38.549 --> 00:22:40.750 a local water well there are people who have 00:22:40.750 --> 00:22:43.769 to walk sometimes three to five miles in order 00:22:43.769 --> 00:22:45.750 to find a source of water that may or may not 00:22:45.750 --> 00:22:49.690 be safe and the you can imagine the disasters 00:22:49.690 --> 00:22:51.650 so that creates you can imagine the challenges 00:22:51.650 --> 00:22:53.529 that creates and the risks for the family it 00:22:53.529 --> 00:22:56.490 also limits their ability to get a stable job. 00:22:56.670 --> 00:22:58.470 It limits the ability for the kids to stay in 00:22:58.470 --> 00:23:00.849 school. So when I saw that the water project 00:23:00.849 --> 00:23:05.029 allows us to literally pick which community we 00:23:05.029 --> 00:23:07.109 want to help and how many people will be helped 00:23:07.109 --> 00:23:09.309 by that. And then when you contribute, you know, 00:23:09.309 --> 00:23:12.069 even five to $20 to this, they will send you 00:23:12.069 --> 00:23:14.329 the social media update or rather pictures, proof, 00:23:14.410 --> 00:23:17.809 social proof of. What happened? Was the sand 00:23:17.809 --> 00:23:20.190 dam built? Was the borehole well constructed? 00:23:20.569 --> 00:23:22.670 And you get to see these individuals celebrate 00:23:22.670 --> 00:23:26.049 water the way my kids celebrate Christmas Day. 00:23:26.569 --> 00:23:29.269 And my hope is to continue to bring that to more 00:23:29.269 --> 00:23:30.750 and more people. I hope you join me on that. 00:23:30.950 --> 00:23:33.309 If there's another cause that is near and dear 00:23:33.309 --> 00:23:35.450 to your heart, then please don't hesitate to 00:23:35.450 --> 00:23:38.390 add the cause in the comments so that we can 00:23:38.390 --> 00:23:40.450 look at it and contribute to it. You never know 00:23:40.450 --> 00:23:42.309 the ripple effect of what you do. Maybe you're 00:23:42.309 --> 00:23:44.539 not in a financial position to help. But maybe 00:23:44.539 --> 00:23:46.440 you can share this with a couple of friends over 00:23:46.440 --> 00:23:48.539 dinner. And you never know, maybe one of them 00:23:48.539 --> 00:23:51.519 ends up donating 10 ,000 and opening more than 00:23:51.519 --> 00:23:55.259 100 of these different communities up to access 00:23:55.259 --> 00:23:57.700 to clean water. So we got 8 billion people to 00:23:57.700 --> 00:23:59.519 help in this world, my friends. Let's get after 00:23:59.519 --> 00:24:01.559 it. It's a lot of opportunity there. And I'm 00:24:01.559 --> 00:24:02.980 going to get right back to that with each of 00:24:02.980 --> 00:24:05.700 you by diving into strategy and marketing for 00:24:05.700 --> 00:24:09.539 your visions with Naomi. Naomi, welcome to Vision 00:24:09.539 --> 00:24:14.940 Pros Live. Hello. All right. Tell us, Naomi, 00:24:15.079 --> 00:24:17.559 we talked about the past. We talked about the 00:24:17.559 --> 00:24:20.079 journey and almost even a little bit of the present 00:24:20.079 --> 00:24:22.759 that you work on strategy and marketing to help 00:24:22.759 --> 00:24:25.319 small businesses with their growth. What's your 00:24:25.319 --> 00:24:29.000 vision? Where are we going with all this? Well, 00:24:29.119 --> 00:24:33.220 I think for me, having had my own business that 00:24:33.220 --> 00:24:36.519 didn't quite go to plan, it didn't end the way 00:24:36.519 --> 00:24:38.970 I wanted to. But the one thing I did know was 00:24:38.970 --> 00:24:41.309 strategy and marketing. And I see so many people 00:24:41.309 --> 00:24:45.069 going into business feeling quite isolated, feeling 00:24:45.069 --> 00:24:47.630 like they've got an idea of what to do, get a 00:24:47.630 --> 00:24:49.690 couple of years in down the line and think, I 00:24:49.690 --> 00:24:51.809 don't think this is going in the right way. I 00:24:51.809 --> 00:24:53.250 don't really have a clear plan. They come in 00:24:53.250 --> 00:24:55.890 with an idea. They have got a vision. They've 00:24:55.890 --> 00:24:57.210 got an idea of what they want to do. They've 00:24:57.210 --> 00:25:00.990 seen an opportunity, but actually where they 00:25:00.990 --> 00:25:03.920 miss that knowledge. And it is knowledge and 00:25:03.920 --> 00:25:06.539 skill because I have been doing this for 20 years. 00:25:06.640 --> 00:25:08.240 I have been training for this for a very long 00:25:08.240 --> 00:25:11.279 time. They then don't know how to do that bit. 00:25:11.380 --> 00:25:14.779 And it's hard. It is not easy. Running a business 00:25:14.779 --> 00:25:18.000 isn't all sunshine and day. It can be really 00:25:18.000 --> 00:25:21.640 challenging emotionally, mentally and actually 00:25:21.640 --> 00:25:24.640 physically doing the work. So for me, that's 00:25:24.640 --> 00:25:27.819 what I want to be able to do is take everything 00:25:27.819 --> 00:25:29.700 I've learned from my career and from running 00:25:29.700 --> 00:25:32.849 my own business and use that to help. other people 00:25:32.849 --> 00:25:36.789 get the businesses that they want they can have 00:25:36.789 --> 00:25:38.509 a business that works for them that they love 00:25:38.509 --> 00:25:41.210 we shouldn't have to work in a world where we 00:25:41.210 --> 00:25:44.269 go to work because we just need to earn the money 00:25:44.269 --> 00:25:46.509 I don't want to be that person and I don't want 00:25:46.509 --> 00:25:49.450 that for other people so for me that's what I'm 00:25:49.450 --> 00:25:52.049 trying to do is help give people what they need 00:25:52.049 --> 00:25:55.269 so they can get to where they want to be and 00:25:55.269 --> 00:25:59.190 a lot of that A lot of it, the strategy and marketing, 00:25:59.289 --> 00:26:01.190 business strategy and marketing overlap in so 00:26:01.190 --> 00:26:04.769 many ways. You need both. You absolutely need 00:26:04.769 --> 00:26:06.849 both. I see a lot of people have an idea. They 00:26:06.849 --> 00:26:09.049 might have a bit of a plan, but then they don't 00:26:09.049 --> 00:26:12.650 do the marketing bit, which is actually 100 % 00:26:12.650 --> 00:26:16.200 essential to do in your business. Word of mouth 00:26:16.200 --> 00:26:18.559 is lovely, but it's not going to get you a consistent 00:26:18.559 --> 00:26:21.039 business. And we want sustainability. We want 00:26:21.039 --> 00:26:23.119 to be reliable. We want to build businesses that 00:26:23.119 --> 00:26:25.619 are strong, that can help us get to where we 00:26:25.619 --> 00:26:27.579 want to be so we can have the lives that we want. 00:26:27.700 --> 00:26:31.180 And we are fortunate to do that. So I often help 00:26:31.180 --> 00:26:35.539 people figure out what it is that need. And often... 00:26:35.539 --> 00:26:39.099 Here's a secret, Rose. I'll give you a secret. 00:26:39.200 --> 00:26:40.960 All you visionaries out there, if you ever hear 00:26:40.960 --> 00:26:43.740 somebody, even yourself... You're going to hate 00:26:43.740 --> 00:26:46.380 me. Those who hear this say, well, we grow through 00:26:46.380 --> 00:26:49.160 a word of mouth. We grow through referrals. That 00:26:49.160 --> 00:26:52.339 is somebody whose blind spot is marketing. They 00:26:52.339 --> 00:26:53.799 are terrified of marketing. They don't want to 00:26:53.799 --> 00:26:55.519 talk about marketing. They're just using that 00:26:55.519 --> 00:26:57.700 as a buffer to escape marketing conversations. 00:26:58.299 --> 00:27:03.140 And that silo is going to 100%. uh, stranglehold 00:27:03.140 --> 00:27:06.160 and cinch their ability for growth. Um, it is 00:27:06.160 --> 00:27:08.700 not saying that it's not important, but most 00:27:08.700 --> 00:27:10.619 of the time when people bring that phrase up, 00:27:10.759 --> 00:27:13.240 it's because they're trying to shut down or avoid 00:27:13.240 --> 00:27:17.180 conversations about marketing tactics or marketing 00:27:17.180 --> 00:27:19.940 campaigns that they don't want to pay for, don't 00:27:19.940 --> 00:27:21.799 want to do because they've been burned too much 00:27:21.799 --> 00:27:23.539 in the past, or they haven't figured out in the 00:27:23.539 --> 00:27:25.819 past. I feel like the waste of money and stuff, 00:27:25.880 --> 00:27:28.500 but while word of mouth is important, if you're 00:27:28.500 --> 00:27:31.750 using that as a shield, To get yourself out of 00:27:31.750 --> 00:27:35.009 conversations regarding growth, that only exposes 00:27:35.009 --> 00:27:38.230 your weakness. So I'm with you 100 % on that 00:27:38.230 --> 00:27:41.369 reality. No, business is not easy. As an optimistic 00:27:41.369 --> 00:27:45.960 realist, 96 % of businesses fail. within 10 years, 00:27:46.079 --> 00:27:50.200 4 % barely survive. And we can get to the strategies 00:27:50.200 --> 00:27:53.079 of growth that work, but we have to be able and 00:27:53.079 --> 00:27:55.319 willing to talk about it. So I love that you 00:27:55.319 --> 00:27:57.480 serve people on that niche. You've got a theory 00:27:57.480 --> 00:27:59.160 on this. You've got not just a theory, you've 00:27:59.160 --> 00:28:02.259 got a very simple map. The tech people will love 00:28:02.259 --> 00:28:04.079 this. The non -tech people will still love it 00:28:04.079 --> 00:28:05.519 too. They just won't understand it as much, but 00:28:05.519 --> 00:28:07.640 I think what you did here at API. Let's talk 00:28:07.640 --> 00:28:11.900 about your version of API audit plan and implement. 00:28:12.119 --> 00:28:13.900 What a brilliant reality. Let's walk through 00:28:13.900 --> 00:28:17.160 that. Yeah, well, I came out of it because my 00:28:17.160 --> 00:28:19.140 background, I've been doing marketing. I also 00:28:19.140 --> 00:28:21.619 went into digital. It was kind of by accident 00:28:21.619 --> 00:28:25.700 because when I first went into marketing, I was 00:28:25.700 --> 00:28:28.480 the only person that understood online and tech. 00:28:28.880 --> 00:28:31.700 And it was also at the era where social media 00:28:31.700 --> 00:28:33.940 was just appearing on the scenes. I'm not showing 00:28:33.940 --> 00:28:36.380 my age, but that was when I started. So I started 00:28:36.380 --> 00:28:39.460 at a very infinite stage of when social media. 00:28:40.089 --> 00:28:42.089 and i could see the opportunity social media 00:28:42.089 --> 00:28:44.549 had for marketing because it changed it was going 00:28:44.549 --> 00:28:47.109 to change how we did marketing suddenly it became 00:28:47.109 --> 00:28:50.230 from broadcast to conversational and we had to 00:28:50.230 --> 00:28:53.049 learn how to listen and communicate in very different 00:28:53.049 --> 00:28:55.849 ways with our customers to understand their needs 00:28:55.849 --> 00:28:58.130 and wants which was a massive resource because 00:28:58.130 --> 00:29:00.829 we could get smarter with our marketing so that 00:29:00.829 --> 00:29:04.069 was where i started so hence the did so i then 00:29:04.069 --> 00:29:05.910 got everything to do with digital basically from 00:29:05.910 --> 00:29:08.190 there on in so whether it's website email anything 00:29:08.190 --> 00:29:10.200 like that it came through me And I ended up heading 00:29:10.200 --> 00:29:13.539 up digital teams, which as a digital leader, 00:29:13.660 --> 00:29:16.200 you tend to manage everything from content through 00:29:16.200 --> 00:29:18.500 to brand, through to training staff, through 00:29:18.500 --> 00:29:20.759 to digital transformation. So you do an awful 00:29:20.759 --> 00:29:23.559 lot. That's where the API method came from. So 00:29:23.559 --> 00:29:26.299 that was the play on the words of API, which 00:29:26.299 --> 00:29:30.660 is a system within digital. So API stands for 00:29:30.660 --> 00:29:34.859 audit. So this is. We've always got to know where 00:29:34.859 --> 00:29:37.180 we are right now. Where are we now? Because unless 00:29:37.180 --> 00:29:39.079 we know where we are, we don't know where we're 00:29:39.079 --> 00:29:41.579 going to get to. So we need to be real honest 00:29:41.579 --> 00:29:44.279 with where we are right now. So that is the first 00:29:44.279 --> 00:29:46.339 part of our method. So when I work with people, 00:29:46.440 --> 00:29:48.799 I start with right. Let's get into the nitty 00:29:48.799 --> 00:29:51.059 gritty. What's going on right now? Let's get 00:29:51.059 --> 00:29:52.920 it all out on the table because once we know 00:29:52.920 --> 00:29:55.680 where we are. I can get an idea of where we can 00:29:55.680 --> 00:29:58.900 go. Auditing is huge. And if any of your marketing 00:29:58.900 --> 00:30:01.319 strategists, your agencies are skipping that 00:30:01.319 --> 00:30:04.099 step, you are diving in with the wrong type of 00:30:04.099 --> 00:30:06.640 yes man or yes woman. And auditing is critical. 00:30:06.740 --> 00:30:09.380 Give one tiny example on that. Nautical Dental 00:30:09.380 --> 00:30:11.900 back in the day, I went in, I audited what they 00:30:11.900 --> 00:30:15.259 were up to. They had billboards, they had snail 00:30:15.259 --> 00:30:17.579 mail newsletters, and they had a social media 00:30:17.579 --> 00:30:20.430 manager who was doing custom posts. The social 00:30:20.430 --> 00:30:23.789 media manager's personalization and custom posts 00:30:23.789 --> 00:30:26.670 when looking at that report led to a whopping 00:30:26.670 --> 00:30:30.609 three new likes and a grant in a month. No, it 00:30:30.609 --> 00:30:32.349 was two new likes, two new likes and a grant 00:30:32.349 --> 00:30:34.029 in a month. There was three others who were part 00:30:34.029 --> 00:30:35.529 of the team who were continuing to like. And 00:30:35.529 --> 00:30:38.029 I said, look, I can go around this office building 00:30:38.029 --> 00:30:42.259 right now and gather you likes. All you got to 00:30:42.259 --> 00:30:45.779 do is pay me $350 per like, because that's what 00:30:45.779 --> 00:30:48.099 you're paying right now for these social posts 00:30:48.099 --> 00:30:51.740 that are absolutely wonderful looking, but garbage 00:30:51.740 --> 00:30:54.759 from a strategy standpoint. And so auditing, 00:30:54.839 --> 00:30:58.880 they then had $700 they could commit to other 00:30:58.880 --> 00:31:03.400 important growth mechanisms. And notice everybody 00:31:03.400 --> 00:31:06.819 is listening. I'm not crucifying digital marketing, 00:31:06.980 --> 00:31:09.680 but I'm also not hanging out to dry traditional 00:31:09.680 --> 00:31:12.210 either. The traditional. components that they 00:31:12.210 --> 00:31:14.970 were using were massively producing great results 00:31:14.970 --> 00:31:18.869 for this company as well we can't over simplify 00:31:18.869 --> 00:31:20.670 this we've got to work with people who understand 00:31:20.670 --> 00:31:23.630 how to audit who understand how to evaluate and 00:31:23.630 --> 00:31:25.690 then understand how to plan and implement so 00:31:25.690 --> 00:31:28.369 i love that you start with audit i wish more 00:31:28.369 --> 00:31:31.049 people naomi would focus on that please continue 00:31:31.049 --> 00:31:33.069 on with audit or feel free to jump into plan 00:31:33.069 --> 00:31:36.509 yeah well with the audit the other big thing 00:31:36.509 --> 00:31:40.779 that i spend more time talking about is who the 00:31:40.779 --> 00:31:43.019 people are we're talking to who are the customers 00:31:43.019 --> 00:31:45.759 who are going to buy from us this evolves over 00:31:45.759 --> 00:31:47.880 time so you'll probably start with one ideal 00:31:47.880 --> 00:31:50.619 customer in mind or ideal client and it will 00:31:50.619 --> 00:31:52.839 probably evolve as you grow that's just a natural 00:31:52.839 --> 00:31:55.779 attrition of business but you need to know who 00:31:55.779 --> 00:31:58.160 they are because if you don't you're talking 00:31:58.160 --> 00:32:00.960 to nobody you are putting you're going in the 00:32:00.960 --> 00:32:03.319 wrong places you can't get a real clear idea 00:32:03.319 --> 00:32:06.319 of what you should be doing and a bit like you're 00:32:06.319 --> 00:32:10.279 saying you you've got two likes but that's probably 00:32:10.279 --> 00:32:12.099 because they were talking to the wrong people 00:32:12.099 --> 00:32:16.000 in the wrong places so well they weren't understanding 00:32:16.000 --> 00:32:18.880 that facebook does not have a reach mechanism 00:32:18.880 --> 00:32:22.180 for businesses and it's not designed to um it's 00:32:22.180 --> 00:32:24.819 meant to retain an existing audience that already 00:32:24.819 --> 00:32:28.000 loves the brand um and so the reach out mechanism 00:32:28.000 --> 00:32:31.880 is advertising um and advertising has its own 00:32:31.880 --> 00:32:34.160 reality of like people don't want to talk about 00:32:34.160 --> 00:32:36.700 it but in reality it's like the Kickstarter campaign. 00:32:37.000 --> 00:32:38.559 If you want to know if you have a good offer, 00:32:38.660 --> 00:32:40.059 put it in front of people who are supposed to 00:32:40.059 --> 00:32:42.819 hate the offer. If they like it, that's a really 00:32:42.819 --> 00:32:44.859 good sign that your warm market will like it 00:32:44.859 --> 00:32:48.279 too. I do want to touch on your point here. So 00:32:48.279 --> 00:32:51.559 there's this thought process of who and who you're 00:32:51.559 --> 00:32:54.779 reaching. I agree with it. We use this as a big 00:32:54.779 --> 00:32:58.359 piece of what we did at VideoPower .com and running 00:32:58.359 --> 00:33:00.339 some of the most viral video ad campaigns of 00:33:00.339 --> 00:33:03.490 all time. However, I will caveat that with we 00:33:03.490 --> 00:33:06.630 never ran campaigns for companies that weren't 00:33:06.630 --> 00:33:09.529 already incredibly well established at Video 00:33:09.529 --> 00:33:12.390 Power. And the reason why I mention that is a 00:33:12.390 --> 00:33:15.269 lot of you have opened business models where 00:33:15.269 --> 00:33:18.009 you're not really fully committed to the business 00:33:18.009 --> 00:33:20.730 owner or business model yourself. You're doing 00:33:20.730 --> 00:33:24.329 it because of some cerebral reality. And yes, 00:33:24.430 --> 00:33:26.549 you can find the demographics and the psychographics 00:33:26.549 --> 00:33:29.450 of that. But my hope is that as you get ready 00:33:29.450 --> 00:33:32.259 to. audit the audience that whoever's working 00:33:32.259 --> 00:33:35.900 with you also audits are you in the right business 00:33:35.900 --> 00:33:39.480 um right are you actually fully dedicated to 00:33:39.480 --> 00:33:42.359 this process and we can talk more about the uh 00:33:42.359 --> 00:33:47.720 the audit of who if we want to but the uh i'll 00:33:47.720 --> 00:33:50.940 also lead with nick therio uh facebook ad uh 00:33:50.940 --> 00:33:54.299 guru uh he spent 10 million last year on facebook 00:33:54.299 --> 00:33:56.859 ads made 100 million i'm a huge fan of his work 00:33:56.859 --> 00:34:00.180 him and i both believe very strongly that don't 00:34:00.180 --> 00:34:02.819 outsmart the AI algorithm or your own intuition. 00:34:03.099 --> 00:34:06.059 You know who you're designed to serve, and the 00:34:06.059 --> 00:34:09.059 AI algorithm will get you in front of the right 00:34:09.059 --> 00:34:12.139 people if you have the right ad. If you do not 00:34:12.139 --> 00:34:14.360 have the right ad, you will not reach the right 00:34:14.360 --> 00:34:17.940 people. But I'm definitely open to psychographics, 00:34:18.360 --> 00:34:20.780 demographics, and other things, Naomi. If you 00:34:20.780 --> 00:34:23.260 have some pieces you want to put into that, if 00:34:23.260 --> 00:34:26.280 not, we can move to plan. your call yeah no completely 00:34:26.280 --> 00:34:28.480 because when you understand your client you know 00:34:28.480 --> 00:34:30.159 what's going to resonate with them you know what 00:34:30.159 --> 00:34:32.760 stories to tell them and you know how to connect 00:34:32.760 --> 00:34:35.699 ultimately people buy from people or they buy 00:34:35.699 --> 00:34:37.539 from brands that they resonate with they connect 00:34:37.539 --> 00:34:41.360 with so they aren't looking for products or services 00:34:41.360 --> 00:34:43.599 they're looking for solutions and outcomes so 00:34:43.599 --> 00:34:45.219 we have to understand who the people are and 00:34:45.219 --> 00:34:47.920 the problems they have or the needs that they 00:34:47.920 --> 00:34:51.380 want to be served so that we can get there 95 00:34:52.489 --> 00:34:56.110 by based on emotion 95 of the decisions decisions 00:34:56.110 --> 00:34:58.389 we make are based on emotion and then we back 00:34:58.389 --> 00:35:00.289 them up with logic that is the key thing when 00:35:00.289 --> 00:35:03.409 it comes to understanding how we market we're 00:35:03.409 --> 00:35:07.110 not selling ideas we're selling feelings so it's 00:35:07.110 --> 00:35:09.309 about what we make people feel not what we're 00:35:09.309 --> 00:35:11.190 selling to them so that i would agree with that 00:35:11.190 --> 00:35:14.730 with general pop general pop for sure 100 however 00:35:14.730 --> 00:35:17.309 those of you who are visionary leaders leading 00:35:17.309 --> 00:35:19.969 other leaders i would actually say it's it's 00:35:19.969 --> 00:35:23.389 dead wrong but here's why Um, we don't, I don't 00:35:23.389 --> 00:35:25.949 buy things based on pain or pleasure because 00:35:25.949 --> 00:35:28.170 I have an elite mentality. That doesn't mean 00:35:28.170 --> 00:35:30.050 that I'm an elitist. It doesn't mean I'm better 00:35:30.050 --> 00:35:32.849 than people, but LeBron James, if somebody comes 00:35:32.849 --> 00:35:35.170 up to LeBron James and says, Hey, uh, don't do 00:35:35.170 --> 00:35:36.769 that workout. That's going to hurt you. You know, 00:35:36.789 --> 00:35:38.150 you're gonna feel a lot of pain regarding it. 00:35:38.250 --> 00:35:40.550 He's not going to want them in his life too. 00:35:40.650 --> 00:35:42.530 If they come to him and say, Hey, have the pleasure 00:35:42.530 --> 00:35:45.170 of ice cream today. He's going to say, no, I 00:35:45.170 --> 00:35:47.369 don't need the ice cream right now. Why? Because 00:35:47.369 --> 00:35:50.960 he's driven based on. purpose. And people who 00:35:50.960 --> 00:35:53.800 are driven based on purpose, they have an automatic 00:35:53.800 --> 00:35:56.820 red flag sensor for anybody who's manipulating 00:35:56.820 --> 00:36:00.559 pain and pleasure in their life. And so feelings 00:36:00.559 --> 00:36:02.539 then, you know, if you want to, if you want to 00:36:02.539 --> 00:36:05.300 offend a doctor in your advertising and you're 00:36:05.300 --> 00:36:08.260 trying to get doctors to your workshop or something, 00:36:08.380 --> 00:36:12.079 put one exclamation point. in your ad. You put 00:36:12.079 --> 00:36:14.119 one exclamation point in your ad, you're toast. 00:36:14.420 --> 00:36:16.880 You ask one leading question, you're toast. You're 00:36:16.880 --> 00:36:20.079 not going to get into their heart and mind. So 00:36:20.079 --> 00:36:24.219 the tactics, the emotional intelligences that 00:36:24.219 --> 00:36:27.400 exist, they're a little bit more vast than just 00:36:27.400 --> 00:36:30.840 the idea of pain and pleasure. I highly recommend 00:36:30.840 --> 00:36:32.760 considering purpose and perhaps there's other 00:36:32.760 --> 00:36:34.940 mechanisms as well. But I think it goes back 00:36:34.940 --> 00:36:37.659 to your bigger point, Naomi, which is we've got 00:36:37.659 --> 00:36:40.599 to do enough to connect with that audience right 00:36:40.599 --> 00:36:44.179 and no well wait a second what does that audience 00:36:44.179 --> 00:36:47.219 actually look for and i love that you turned 00:36:47.219 --> 00:36:50.019 for instance in your story to the bread competition 00:36:50.019 --> 00:36:53.539 because that was a brilliant way of getting in 00:36:53.539 --> 00:36:56.199 front of the whole audience and your competition 00:36:56.199 --> 00:36:59.480 at the same time and like i was like oh my gosh 00:36:59.480 --> 00:37:02.599 that is such a cool idea for market research 00:37:02.599 --> 00:37:06.539 first yeah absolutely and sometimes it is about 00:37:06.860 --> 00:37:09.980 thinking outside the box as well and how we kind 00:37:09.980 --> 00:37:11.880 of get out there so that kind of leads on to 00:37:11.880 --> 00:37:14.980 the plan section that that's where from audit 00:37:14.980 --> 00:37:18.019 we go into plan so once we know where we are 00:37:18.019 --> 00:37:20.239 and we get an idea of who would who we want to 00:37:20.239 --> 00:37:22.710 help and what we want to do or where who you 00:37:22.710 --> 00:37:24.570 want to serve we need to put that plan in place 00:37:24.570 --> 00:37:27.170 to get there so we kind of covered this a little 00:37:27.170 --> 00:37:29.610 bit by talking about some of the tactics but 00:37:29.610 --> 00:37:32.590 this is about the plan you need a plan i mean 00:37:32.590 --> 00:37:35.010 it doesn't have to be a long plan it could be 00:37:35.010 --> 00:37:37.210 on a post -it note but if you don't know where 00:37:37.210 --> 00:37:39.309 you're going then you're never going to get there 00:37:39.309 --> 00:37:42.010 that's the thing we'll end up floating without 00:37:42.010 --> 00:37:45.809 really any parameters so having that plan gives 00:37:45.809 --> 00:37:49.519 you a framework and the majority of the time 00:37:49.519 --> 00:37:51.500 the plan you set out the start isn't the plan 00:37:51.500 --> 00:37:54.300 you end with but it's the start of your framework 00:37:54.300 --> 00:37:56.360 it's being able to accept that not everything's 00:37:56.360 --> 00:37:58.599 going to go right if i'd stuck rigidly to my 00:37:58.599 --> 00:38:01.019 plan opening my cafe bar it would have never 00:38:01.019 --> 00:38:03.480 opened because there were so many things i didn't 00:38:03.480 --> 00:38:05.300 know there were so many legal things i didn't 00:38:05.300 --> 00:38:08.239 know and it kind of grew as i went along but 00:38:08.239 --> 00:38:10.900 i knew the timelines i had that framework and 00:38:10.900 --> 00:38:14.280 that's what i help what when i see really successful 00:38:14.280 --> 00:38:16.619 businesses they all have plans they all have 00:38:16.619 --> 00:38:19.570 a plan to get to where they want to do and they 00:38:19.570 --> 00:38:22.550 know quite clearly but they also monitor what 00:38:22.550 --> 00:38:24.650 they're doing so this kind of goes then into 00:38:24.650 --> 00:38:26.510 the next section i'm going to support you on 00:38:26.510 --> 00:38:28.829 this though real quick because they all all those 00:38:28.829 --> 00:38:31.929 businesses have plans but the key is the person 00:38:31.929 --> 00:38:34.989 who hates plans is not the one who created the 00:38:34.989 --> 00:38:38.539 plan So Henry Ford did not need to create the 00:38:38.539 --> 00:38:40.940 plans for the growth of his company. In fact, 00:38:40.940 --> 00:38:43.639 he needed his mind free to be a visionary. And 00:38:43.639 --> 00:38:46.480 most of you as visionaries need that somebody 00:38:46.480 --> 00:38:49.139 by your side who's going to help with the planning 00:38:49.139 --> 00:38:51.559 and who's also going to help with the management 00:38:51.559 --> 00:38:54.420 of the past things that have happened. And they 00:38:54.420 --> 00:38:57.460 need people too. You're not going to be able 00:38:57.460 --> 00:39:00.519 to win at scale in most cases as a solopreneur. 00:39:00.559 --> 00:39:03.260 I've never met a solopreneur who is successful. 00:39:03.670 --> 00:39:05.889 Ever. I've met a lot of pretenders. I've met 00:39:05.889 --> 00:39:07.909 a lot of people who say they're doing well and 00:39:07.909 --> 00:39:10.510 then fizzle out and fail. But I have not met 00:39:10.510 --> 00:39:12.769 that unicorn who can do it all by themselves. 00:39:13.170 --> 00:39:15.829 And so if planning is something that intimidates 00:39:15.829 --> 00:39:18.070 you, all the more reason to pick the phone up, 00:39:18.210 --> 00:39:21.449 talk to Naomi, talk to me, talk to Nick Theriault, 00:39:21.469 --> 00:39:23.610 like whoever you gravitate towards and usually 00:39:23.610 --> 00:39:27.440 interview three to 10 different people. for that 00:39:27.440 --> 00:39:30.559 process and then get somebody in charge who loves 00:39:30.559 --> 00:39:32.320 the idea of implementing plans but i'm a big 00:39:32.320 --> 00:39:35.420 fan of the saying if you fail to plan you plan 00:39:35.420 --> 00:39:38.699 to fail we've got to have plans it's it's super 00:39:38.699 --> 00:39:40.460 important so then you're going to go on to i 00:39:40.460 --> 00:39:43.320 believe implementation but don't let me yeah 00:39:43.320 --> 00:39:47.179 i think you're right i mean i'm going to kind 00:39:47.179 --> 00:39:51.159 of reiterate that point because recognizing our 00:39:51.159 --> 00:39:53.800 skill set is so important we need to know as 00:39:53.800 --> 00:39:56.000 our role as a leader what we play in our business 00:39:56.699 --> 00:39:58.860 what is it that we are going to do and what is 00:39:58.860 --> 00:40:02.000 the things that only we can do as leaders we 00:40:02.000 --> 00:40:04.719 have to think like a ceo we have to think like 00:40:04.719 --> 00:40:07.880 that leader position and recognizing where we 00:40:07.880 --> 00:40:10.960 are where our weaknesses are is the strength 00:40:10.960 --> 00:40:13.760 in your business so knowing if something takes 00:40:13.760 --> 00:40:16.960 up your time and capacity or there is something 00:40:16.960 --> 00:40:19.699 that you can't do like tech tech is one of the 00:40:19.699 --> 00:40:22.260 biggest holdbacks in business yes it is someone 00:40:22.260 --> 00:40:24.780 else how many people do we talk to that are trying 00:40:24.780 --> 00:40:27.019 to fix their darn calendar settings right it's 00:40:27.019 --> 00:40:29.320 like what are you doing like you're not a technology 00:40:29.320 --> 00:40:32.239 officer why are you playing with that so go ahead 00:40:32.239 --> 00:40:35.780 i know and it but the thing the reality is though 00:40:35.780 --> 00:40:38.900 you are costing your business money by doing 00:40:38.900 --> 00:40:41.239 it when someone can do it in half the time and 00:40:41.239 --> 00:40:44.800 at half the cost you're still a cost even your 00:40:44.800 --> 00:40:47.539 time is a cost and we have to think like that 00:40:47.539 --> 00:40:49.139 that's where we've got to be different with our 00:40:49.139 --> 00:40:52.460 business it's you think well it's free it isn't 00:40:52.460 --> 00:40:54.760 it's your time you could be working with clients 00:40:54.760 --> 00:40:56.480 that you actually need to work with or finding 00:40:56.480 --> 00:40:58.039 the clients that you need to work with in that 00:40:58.039 --> 00:41:01.340 point so work out what you need to do to delegate 00:41:01.340 --> 00:41:04.420 i also will iterate that for people particularly 00:41:04.420 --> 00:41:08.389 starting up having the budget Often it comes 00:41:08.389 --> 00:41:10.130 down to financials, isn't it? I can't afford 00:41:10.130 --> 00:41:12.550 to do that. That's often, it's money confidence. 00:41:12.570 --> 00:41:13.829 That's a mindset, not a budget though. That's 00:41:13.829 --> 00:41:16.150 a mindset, not a budget problem. Yeah. There's 00:41:16.150 --> 00:41:18.610 a solution. There are always solutions to this. 00:41:18.730 --> 00:41:21.510 There are ways around it. You did it. You kickstarted. 00:41:21.510 --> 00:41:24.429 You found a crowdfunding opportunity. You found 00:41:24.429 --> 00:41:27.110 a way. When there's a will, there's a way. When 00:41:27.110 --> 00:41:29.730 there's an excuse, I wish I had something funny 00:41:29.730 --> 00:41:31.550 to say about the opposite of that. But when there's 00:41:31.550 --> 00:41:36.199 an excuse, good luck. You're going to... You're 00:41:36.199 --> 00:41:39.619 going to get exactly what you feel is your reality. 00:41:40.019 --> 00:41:42.880 And you have to be able to come up with ways 00:41:42.880 --> 00:41:46.320 to find the budget. Yeah. Please, please. This 00:41:46.320 --> 00:41:49.000 is all yours. Go on this one. Yeah, absolutely. 00:41:49.619 --> 00:41:52.300 Not having the money is an excuse. It's not a 00:41:52.300 --> 00:41:55.300 solution. So let you know, if you're determined 00:41:55.300 --> 00:41:58.000 to get there, figure out the ways of what you 00:41:58.000 --> 00:42:01.780 need to do to get there. It's there are so many 00:42:01.780 --> 00:42:04.400 options out there. There is more than one. So 00:42:04.400 --> 00:42:07.099 take. Have a look, work out what the solutions 00:42:07.099 --> 00:42:09.760 are and get that plan in place. Those of you 00:42:09.760 --> 00:42:13.179 who truly do not have the money, because there 00:42:13.179 --> 00:42:16.300 is the truth on that, stop with the whole entrepreneur 00:42:16.300 --> 00:42:19.780 thing and go to a church and ask for help financially. 00:42:20.260 --> 00:42:23.019 If that is where you are at, if you literally 00:42:23.019 --> 00:42:27.440 do not have the money, then go get help. Entrepreneurship 00:42:27.440 --> 00:42:30.030 is not for broke people. It is not something 00:42:30.030 --> 00:42:32.449 that is easy. It is something that is incredibly 00:42:32.449 --> 00:42:35.030 hard. And you either have to have the backing 00:42:35.030 --> 00:42:37.070 and people who can give you the money. Other 00:42:37.070 --> 00:42:39.550 people's money is how most entrepreneurs grow. 00:42:39.849 --> 00:42:44.429 You need that or you need to go get help. Right. 00:42:44.530 --> 00:42:46.869 That is so that there is. But most of you are 00:42:46.869 --> 00:42:48.949 just using the mindset because, again, you want 00:42:48.949 --> 00:42:50.949 to escape the marketing conversation. You want 00:42:50.949 --> 00:42:52.829 to escape talking to consultants. You want to 00:42:52.829 --> 00:42:55.489 escape actually putting resources towards it. 00:42:55.550 --> 00:42:57.550 You got fear of success or fear of failure going 00:42:57.550 --> 00:43:01.250 on. All of that is mindset reality. Again, unless 00:43:01.250 --> 00:43:02.849 you're in a position where you need money, go 00:43:02.849 --> 00:43:06.469 get help. Please. One caveat. Yeah, absolutely. 00:43:06.750 --> 00:43:10.150 I would agree with that. And I think on that 00:43:10.150 --> 00:43:13.349 point, it's about being really realistic on where 00:43:13.349 --> 00:43:16.250 you are. Business is not a quick win. You're 00:43:16.250 --> 00:43:19.530 not going to get the journey from getting clients 00:43:19.530 --> 00:43:21.650 is longer than you think. You might get lucky 00:43:21.650 --> 00:43:25.119 and get one very quickly. business growth is 00:43:25.119 --> 00:43:28.340 a long -term game we're not we're not here for 00:43:28.340 --> 00:43:31.420 the short -term wins sometimes yeah we can get 00:43:31.420 --> 00:43:33.639 those they are great but they're also the problem 00:43:33.639 --> 00:43:36.900 with the luck right is the downfall is tragic 00:43:36.900 --> 00:43:40.409 oh i'm right and it's like And we've seen that 00:43:40.409 --> 00:43:43.110 in the last 12 months where people were able 00:43:43.110 --> 00:43:45.570 to ride high on the online world of COVID and 00:43:45.570 --> 00:43:47.690 the pandemic where business has changed. And 00:43:47.690 --> 00:43:50.369 then everybody had this slight dip where the 00:43:50.369 --> 00:43:52.610 world started to kind of try and normalize itself 00:43:52.610 --> 00:43:56.349 again. I feel so bad because I want to do like 00:43:56.349 --> 00:43:59.429 three hours of conversations about A and then 00:43:59.429 --> 00:44:01.449 P and then I, like completely separate three 00:44:01.449 --> 00:44:03.130 hours because you just, you got so much greatness 00:44:03.130 --> 00:44:05.389 to unpack. So let me move you on to implement 00:44:05.389 --> 00:44:09.820 because I keep interrupting you. we have kind 00:44:09.820 --> 00:44:12.199 of so the implement bit is a bit which we find 00:44:12.199 --> 00:44:14.460 hard it's doing the plan it's actually sticking 00:44:14.460 --> 00:44:17.960 to it and doing it being consistent showing up 00:44:17.960 --> 00:44:22.039 monitoring putting in those strategies so you 00:44:22.039 --> 00:44:24.480 can see what is and what isn't working one of 00:44:24.480 --> 00:44:26.199 the biggest things that i see business owners 00:44:26.199 --> 00:44:30.500 not doing is not looking at what's going on not 00:44:30.500 --> 00:44:32.480 seeing the results really understanding what 00:44:32.480 --> 00:44:35.420 it is because that will give us more information 00:44:35.420 --> 00:44:37.679 that we can learn and grow from I'll challenge 00:44:37.679 --> 00:44:39.159 that, though. I got to challenge that because 00:44:39.159 --> 00:44:42.039 it's I don't want the business owners doing that. 00:44:42.139 --> 00:44:45.119 I want the business owners to have somebody who 00:44:45.119 --> 00:44:47.539 does that because they need they can't be looking 00:44:47.539 --> 00:44:49.219 in the rearview mirror and driving forward at 00:44:49.219 --> 00:44:51.460 the same time. All right. But you have to have 00:44:51.460 --> 00:44:53.840 somebody who does it. I see a lot of. A lot of 00:44:53.840 --> 00:44:56.599 entrepreneurs, they move forward on the marketing 00:44:56.599 --> 00:44:59.099 plan, but then they turn around and spend their 00:44:59.099 --> 00:45:01.219 whole time looking at, well, wait, what has the 00:45:01.219 --> 00:45:03.239 team done? Why hasn't the team done this? And 00:45:03.239 --> 00:45:06.139 they lose their leadership capacity. They lose 00:45:06.139 --> 00:45:08.739 the ability to inspire the team because now they're 00:45:08.739 --> 00:45:11.659 micromanaging versus allowing the plan to move 00:45:11.659 --> 00:45:13.699 forward and flow. And they're not paying attention 00:45:13.699 --> 00:45:16.659 to where they're going anymore. So I'm going 00:45:16.659 --> 00:45:19.320 to go back to the delegation principle of if 00:45:19.320 --> 00:45:21.880 you've hired a team. and you feel they are the 00:45:21.880 --> 00:45:25.000 right team, then for heaven's sake, trust them 00:45:25.000 --> 00:45:28.840 to do their job according to the timeline. And 00:45:28.840 --> 00:45:32.159 if you jump in in mile nine of a 10 -mile race, 00:45:32.380 --> 00:45:35.059 throwing a fit and saying we're never going to 00:45:35.059 --> 00:45:38.539 make it, you just ruined the ability for them 00:45:38.539 --> 00:45:41.559 to finish their race. We have to have more discipline 00:45:41.559 --> 00:45:44.340 than that in the implementation phase as entrepreneurs. 00:45:44.619 --> 00:45:48.440 So either commit to it and do it and fail, or 00:45:48.440 --> 00:45:51.360 commit to it, do it, and win. but stop trying 00:45:51.360 --> 00:45:55.219 to get in get like ruin the process so what are 00:45:55.219 --> 00:45:56.840 your thoughts on that naomi am i wrong on this 00:45:56.840 --> 00:46:00.880 or is this something i absolutely agree that 00:46:00.880 --> 00:46:03.739 delegate and let people do their jobs but be 00:46:03.739 --> 00:46:07.739 what i would say is think about how you're going 00:46:07.739 --> 00:46:10.679 to check the data so when i'm talking about seeing 00:46:10.679 --> 00:46:13.719 what's working you need to know what's not working 00:46:13.719 --> 00:46:15.539 and what is working because you are the visionary 00:46:15.539 --> 00:46:19.360 so if something is working then you need to figure 00:46:19.360 --> 00:46:22.059 out what what's the next step so api kind of 00:46:22.059 --> 00:46:23.920 goes around in a circuit we need to keep doing 00:46:23.920 --> 00:46:26.800 it quite regularly yes so we don't need to do 00:46:26.800 --> 00:46:29.460 it daily we need to put it in so when you're 00:46:29.460 --> 00:46:31.900 looking when i'm talking about monitoring i'm 00:46:31.900 --> 00:46:33.960 not talking about the nitty -gritty every single 00:46:33.960 --> 00:46:36.559 day i'm talking about the what's the top level 00:46:36.559 --> 00:46:39.630 report what does that tell us what's not working 00:46:39.630 --> 00:46:42.010 what is working what do we need to refine let's 00:46:42.010 --> 00:46:44.510 evaluate and then we can get it better that's 00:46:44.510 --> 00:46:47.030 where i come that's what i think so delegation 00:46:47.030 --> 00:46:51.090 absolutely let people do their jobs also newsflash 00:46:51.090 --> 00:46:53.050 you might not be the best person to know how 00:46:53.050 --> 00:47:00.389 to do that job correct i'm not yes so let the 00:47:00.389 --> 00:47:03.590 biggest mistake i've ever made is interfere and 00:47:03.590 --> 00:47:08.050 what my team are really good at yes I love that. 00:47:08.190 --> 00:47:10.769 And I know a lot of you starting out were like, 00:47:10.849 --> 00:47:14.409 well, it's just me. Why not start it by changing 00:47:14.409 --> 00:47:17.429 that mindset? Instead of saying, oh, I have to 00:47:17.429 --> 00:47:20.010 start this alone. You have an opportunity to 00:47:20.010 --> 00:47:24.489 say, wait, I can start this with people. You 00:47:24.489 --> 00:47:26.449 don't have to go to McKinsey & Company and pay 00:47:26.449 --> 00:47:29.030 $20 ,000 for consultation. I'm not saying you 00:47:29.030 --> 00:47:30.730 shouldn't. They're probably good at what they 00:47:30.730 --> 00:47:33.050 do. I'm not saying you can't go to Virgin Startups. 00:47:33.480 --> 00:47:35.199 All right. And feel free to look it up. So at 00:47:35.199 --> 00:47:37.239 least you know what paths are available to you 00:47:37.239 --> 00:47:39.420 and see, OK, they take on 100 applicants every 00:47:39.420 --> 00:47:42.679 quarter. Maybe you qualify for Richard Branson's 00:47:42.679 --> 00:47:44.940 team to work with you. I mean, I would do it. 00:47:45.280 --> 00:47:47.619 You know, like that's a great team to potentially 00:47:47.619 --> 00:47:51.260 work with. So but you have Naomi. Again, you 00:47:51.260 --> 00:47:53.039 got you got to get all sorts of opportunities 00:47:53.039 --> 00:47:56.039 out there. And if you evaluate well on the front 00:47:56.039 --> 00:48:00.440 end. Right. If you if you audit. the person that 00:48:00.440 --> 00:48:03.440 you're trying to work with, and then you plan 00:48:03.440 --> 00:48:05.719 well with them and they come up with a great 00:48:05.719 --> 00:48:07.920 implementation plan, then of course, let them 00:48:07.920 --> 00:48:10.440 implement. And that's where I see so many entrepreneurs 00:48:10.440 --> 00:48:13.340 go wrong is they bring somebody in who had a 00:48:13.340 --> 00:48:15.719 yes man nature and they didn't audit well. They 00:48:15.719 --> 00:48:18.820 create some haphazard plan with some fake forecast 00:48:18.820 --> 00:48:20.780 of we need three months for this SEO thing to 00:48:20.780 --> 00:48:22.719 work out and the entrepreneur within a month 00:48:22.719 --> 00:48:24.969 and a half. It's already freaking out and saying, 00:48:25.010 --> 00:48:26.429 well, wait, we didn't get the results and we're 00:48:26.429 --> 00:48:27.849 not there yet. What? It doesn't look like we're 00:48:27.849 --> 00:48:29.630 on the right thing. Well, that's not how it works. 00:48:29.710 --> 00:48:31.809 And so I won't work with companies like that, 00:48:31.849 --> 00:48:34.050 by the way. You won't even pass our interview 00:48:34.050 --> 00:48:37.269 process on our end. But what Naomi's talking 00:48:37.269 --> 00:48:39.949 about, her brand presence as well, the energy 00:48:39.949 --> 00:48:42.289 that you bring, Naomi, I'm super honored by. 00:48:42.389 --> 00:48:44.690 I absolutely love it. So those of you who want 00:48:44.690 --> 00:48:47.989 to connect with Naomi, you can go to Google and 00:48:47.989 --> 00:48:51.409 search up Naomi C. Rose. And we've got the website 00:48:51.409 --> 00:48:54.690 right here, too, which is. Naomi, N -A -O -M 00:48:54.690 --> 00:49:01.349 -I -C -R -O -S -E dot C -O. So NaomiCRose .com. 00:49:01.469 --> 00:49:03.949 Just forget the M. Leave the M off of that and 00:49:03.949 --> 00:49:06.670 you'll get there just fine. And you can have 00:49:06.670 --> 00:49:08.809 a strategist helping you in this process of building 00:49:08.809 --> 00:49:11.849 a vision. Where there is no vision, the people 00:49:11.849 --> 00:49:15.170 perish. The same thing is true for brands. And 00:49:15.170 --> 00:49:17.130 there's no reason to do that. Start with people 00:49:17.130 --> 00:49:19.469 who can help you take things to the next level. 00:49:20.049 --> 00:49:22.130 Naomi, is there any final thoughts, anything 00:49:22.130 --> 00:49:23.789 that you'd like to share at the end of the episode? 00:49:25.070 --> 00:49:28.829 I think one of the things that I found really 00:49:28.829 --> 00:49:30.989 hard when I first went into business is I compared 00:49:30.989 --> 00:49:34.349 myself to everybody else. I completely suffered 00:49:34.349 --> 00:49:39.150 from comparisonitis. I was obsessed with reviews 00:49:39.150 --> 00:49:42.210 of everybody else and how I compared. And I was 00:49:42.210 --> 00:49:44.230 like, but how are they doing well and I'm not? 00:49:44.309 --> 00:49:46.829 And then I realized, well, people don't come 00:49:46.829 --> 00:49:50.469 to me because of... what i'm selling they come 00:49:50.469 --> 00:49:54.210 because of me because of my story so what i would 00:49:54.210 --> 00:49:58.409 say is if you are starting out there is there 00:49:58.409 --> 00:50:01.349 is room for everybody in this big world whatever 00:50:01.349 --> 00:50:03.289 your idea is you're probably not going to be 00:50:03.289 --> 00:50:05.250 unique someone would have already probably done 00:50:05.250 --> 00:50:07.650 what you've done and that's great but people 00:50:07.650 --> 00:50:09.269 aren't going to buy your services they're buying 00:50:09.269 --> 00:50:12.030 you they're buying what you do so just be confident 00:50:12.030 --> 00:50:16.409 in that and just keep your vision your business 00:50:16.409 --> 00:50:19.679 is not cookie cutter so just create the business 00:50:19.679 --> 00:50:23.000 that works for you i love that i love it so much 00:50:23.000 --> 00:50:26.860 um i got stuck for many years trying to be the 00:50:26.860 --> 00:50:30.079 best it was a problem way back in high school 00:50:30.079 --> 00:50:32.920 probably middle school i wanted to be the best 00:50:32.920 --> 00:50:36.960 and it made me justify when i was the best to 00:50:36.960 --> 00:50:40.380 just rest on my laurels to sit back i was never 00:50:40.380 --> 00:50:43.820 aware of the reality of being my best Right. 00:50:43.980 --> 00:50:46.619 And just being the best that I can and allowing 00:50:46.619 --> 00:50:48.579 the right people to gravitate towards me and 00:50:48.579 --> 00:50:51.880 appreciate me at my best. And that same principle 00:50:51.880 --> 00:50:53.559 applies exactly what you're talking about with 00:50:53.559 --> 00:50:56.159 business. If you can go out there and serve people 00:50:56.159 --> 00:50:58.280 to the best of your ability. you will find and 00:50:58.280 --> 00:51:00.679 attract the people who will support you for your 00:51:00.679 --> 00:51:03.260 brand, for your vision, for your business. And 00:51:03.260 --> 00:51:05.280 you have people like Naomi and I in the world 00:51:05.280 --> 00:51:07.920 who are constantly looking for people like you 00:51:07.920 --> 00:51:11.139 who want to be your best and want to create amazing 00:51:11.139 --> 00:51:13.039 things in the world. We are here to help and 00:51:13.039 --> 00:51:15.460 support that. We hope that if you have a vision 00:51:15.460 --> 00:51:17.539 that you join us as well on the show in the top 00:51:17.539 --> 00:51:19.320 right corner, you're going to see a button that 00:51:19.320 --> 00:51:22.599 says, be our guest. If you've got a vision, even 00:51:22.599 --> 00:51:25.420 if you're not an award -winning baker. Even if 00:51:25.420 --> 00:51:27.739 you're not an incredible strategist and marketer 00:51:27.739 --> 00:51:30.820 like Naomi, even if your vision is local and 00:51:30.820 --> 00:51:33.300 smaller, if your vision is to serve and help 00:51:33.300 --> 00:51:35.420 others, we would love to hear it on this platform 00:51:35.420 --> 00:51:37.280 and on the show. And we will see you guys all 00:51:37.280 --> 00:51:39.320 on the next episode of Vision Pros Live. Take 00:51:39.320 --> 00:51:41.269 care, everybody. Thank you for being here today. 00:51:41.449 --> 00:51:43.429 I'm really happy that you tuned into Vision Pros 00:51:43.429 --> 00:51:46.389 Live. I'm looking forward to seeing your reactions 00:51:46.389 --> 00:51:49.030 as these episodes continue to move forward. This 00:51:49.030 --> 00:51:50.929 is going to get more and more fun. We'll have 00:51:50.929 --> 00:51:52.750 more and more engagement as well. We'll invite 00:51:52.750 --> 00:51:55.150 people to participate in the show. And thank 00:51:55.150 --> 00:51:57.110 you for giving us your time and attention. Have 00:51:57.110 --> 00:51:59.489 an excellent time building out your vision.