WEBVTT

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So, no, it's already ultra wrong with my hair.

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It's how we do it here in Ecuador. So, Angela,

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where are you based right now? I am in England.

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So, northwest England is where I'm based. So,

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in between two big cities, one's called Manchester

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and the other one's called Liverpool, which people

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might know for football. They're like two big

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football cities. You know it. It's right in my

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post for LinkedIn at the same time. almost literally

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on the opposite side of the world from each other

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this is yeah that's so fun and so yes as as we

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have promised we are going to be talking about

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branding growth and priorities we're both going

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to bring our experiences together on this vision

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pros those of you out there who are building

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this is a unique and amazing opportunity we also

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want to be real and raw so we while we're setting

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this up you know angela and i have done one interview

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in the past we've gotten to know each other pretty

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well i have a lot of respect for how she builds

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a business and the different opportunities that

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she's built with in the past. And I was like,

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you know what, do you want to go live and do

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this as we go? And she's like, sure. So let's

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go live while we post on LinkedIn and while we

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just handle like the nuts and bolts of how we

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want to move things forward. And entrepreneurs,

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I think that's one of the greatest lessons that

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we can all learn. Progress is far better than

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perfect. You're not going to reach perfection.

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And so it's so important to just get out there

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and do things sometimes. um yet you still want

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to be aware of the dangers that can exist and

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what we're doing right now this this isn't that

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dangerous so i'm okay with flying by the seat

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of our pants a little bit um but we are going

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to spar today um you know we're gonna i hope

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that you will look for opportunities to kind

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of poke holes in some of my my theories angela

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or things that i bring up and i'll of course

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be doing the same we'll play devil's advocate

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and really i call angels advocate for each other

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on this so um anything you want to add before

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we continue to like i don't know more official

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segments i guess i think just to add that you

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know you said that you know we can it's easy

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to kind of just go on and do these things as

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business owners but the reality actually it can

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be a little bit scary you know the thought that

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people could potentially be watching you right

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now as somebody might walk in the door or you

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might sneeze or you might whatever you know all

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of that authentic kind of piece is actually really

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real the way that we are as business owners is

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we are that as people and that's what i think

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is nice to show that sneak behind the curtain

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of what it actually is to run a business because

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it's not all the bells and whistles and the glamorous

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bits that you post online all the time yeah absolutely

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it's uh something i take for granted because

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i've been in the digital space you know since

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i've been working for a startup since 2010 um

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but i've been working heavily with video and

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video interaction since 2016 or so with video

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power marketing and oh my gosh just jumping on

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a zoom call was scary back then Um, you know,

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like showing my face on that call and it's easy

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to forget to have empathy for people who haven't

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done that before. And then going live on podcasts,

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it's so much harder for me to record a VSL, by

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the way, like a static video that you have to

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get right. And that you can edit. It's harder

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for me to do that than it is to go live. I don't

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know if that's weird or not, but what's harder

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for you to recording pre -recording a video or

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going live. pre -recording is harder and the

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reason for that is because I overthink it and

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then I really start thinking about the words

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and what my face looked like and did my hands

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look okay at that point and was I breathing in

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enough it's a big one but you know when you're

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live you're just authentic and it's just you

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you just I think you're more involved in the

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conversation as well when you're live because

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you can't edit what it is that you're saying

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and that manar and the thought process is actually

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nice for people to see that you're not always

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polished you don't always have the answers you

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know to come out I love it. I love it. I got

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the huge advantage here because I get to lead

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like the direction we go. And there was no question

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provided. You know, there's like there was no

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direction that we're going to be talking about

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vision. And so and then we came up with the conversation,

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the two founders sparring. literally like right

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before we hit live. So Angela's coming in fresh.

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So I'm going to, I'm going to take the lead on

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this and I'm going to plant the seed for you

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to have a little bit of time to think about this

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Angela. But if there's a concept that business

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owners are kind of unaware of or not participating

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in that can make a big difference for their brand,

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what would that concept be? What's something

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that you can give to the world that will make

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people go like, dang, I I'm excited to dive into

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that. Or I really need to verify that with chat

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GPT or like, I should probably see if my business

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is doing that. I'll lead the way. on that thought

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process. So one of the big concepts that I've

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been teaching clients over the last year that

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is just blowing everybody's mind because nobody

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in the world is teaching it and it's so fundamental.

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It will literally change everything about how

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you think about the business. It's called the

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seven avatars of business. The seven avatars

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that we need to prepare for as a business. Nobody's

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teaching it. It will change the game for you.

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It's one of those things that we're going to

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talk about. On your side, Angela, is there a

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concept like that, something that you want to

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bring up today that will help people get centered

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around what's most important for them, for their

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branding, for their growth, or for their priorities

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of their business? For me, it's about personal

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branding because people buy from people, right?

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So if you have your business brand, it's always

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the polished version of that. It's the thing

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that you publicly put out there on social media

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and in your marketing channels. But personal

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branding, there's been a massive rise in that

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in the last couple of years, and particularly

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I'm seeing it this year. And I think it's because

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people want to show their own stories. They want

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to show their own passions, their own purpose,

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their own sneak behind the brand of what is the

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kind of glamorous, glossy version that goes out

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there. And I'm really engaged with that. And

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I'm really into it now. I started that journey

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of personal branding in January this year. And

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I was really quite scared. Like, oh my gosh,

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I'm going to crash record. Oh my gosh, I've got

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to do 14 version or something. Oh, I need to,

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I want to post something on social media, but

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I don't know what to post. And now I just post

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anything and everything that comes into my mind

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because I think then you get in the actual real

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version of me. So when they do come working with

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me and they do become my client, they kind of

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know what to expect by that point because they've

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already known, like, and trusted you by that

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stage. Oh, I really like that. And I love that

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you add some context in that personal branding

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that takes it in an even healthier direction.

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And I see most people taking that. So that is

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something that we're definitely going to spar

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on for the sake of the audience. We're going

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to we're going to dive into and there are goods

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and bads and ugly signs of that. So I definitely

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want to. And like I said. If you think of things

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when we talk about the seven avatars of business

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too, where you're like, Jackson, let's poke some

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holes in this theory. Let's do it. This, this

00:06:32.540 --> 00:06:34.579
is like two mathematicians, my friends going

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on chalkboards and we're like looking at each

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other's notes and seeing what's there. While

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we're also allowing any of you other nerdy mathematicians

00:06:43.490 --> 00:06:46.290
to come along and play with us. So, you know,

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this is this is all about business nerdship and

00:06:48.670 --> 00:06:52.009
trying to create even greater visions for all

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of us. So we'll see you guys on the other side.

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We'll be right back with a short break and then

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we'll dive right into our visions of how do we.

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do a better job with our branding, how do we

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create more growth for ourselves, and how do

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we prioritize as business owners. All right,

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welcome in to Vision Pros Live. With Jackson

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Callum, I'm your show host. We'll be doing interviews

00:07:10.769 --> 00:07:13.290
for visionary entrepreneurs and guest leaders

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who are building fantastic visions out there.

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Hey, what's up, everybody? Welcome into another

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episode of Vision Pros Live. I'm your show host,

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Jackson Callum, founder and CEO of First Class

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Business, and I'm super excited to have another

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phenomenal business owner on stage today, Angela

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Hodgson. Between her and I, we've got 44 years

00:07:39.199 --> 00:07:42.639
of business experience. The glory, the gory,

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the good, the bad, and the ugly, all of the above.

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I'm going to start out humbly with a very, very

00:07:48.060 --> 00:07:51.639
important request. Please, if you see this. subscribe

00:07:51.639 --> 00:07:54.399
on youtube we recently changed our youtube channels

00:07:54.399 --> 00:07:56.860
up we had first class business youtube channel

00:07:56.860 --> 00:07:58.360
growing quite well and we decided you know what

00:07:58.360 --> 00:07:59.959
let's go ahead and make this harder for ourselves

00:07:59.959 --> 00:08:02.959
divide our content so that it's easier for you

00:08:02.959 --> 00:08:05.509
guys to access and know what you're getting But

00:08:05.509 --> 00:08:07.569
let's start the Vision Pros Live channel. So

00:08:07.569 --> 00:08:09.269
we've got like, I don't know, 60 subscribers,

00:08:09.610 --> 00:08:11.149
maybe six on there. I don't know. It's not very

00:08:11.149 --> 00:08:13.230
big, but if you can go and subscribe on that,

00:08:13.310 --> 00:08:15.089
we're going to continue to provide content that

00:08:15.089 --> 00:08:17.550
will help you clarify your vision, connect with

00:08:17.550 --> 00:08:19.910
some of the world's best leaders, and see behind

00:08:19.910 --> 00:08:22.009
the scenes of how they're creating their visions

00:08:22.009 --> 00:08:24.689
to inspire you on your way. This has been such

00:08:24.689 --> 00:08:26.529
a unique and awesome opportunity. I don't know

00:08:26.529 --> 00:08:29.319
if you'll know, we're at a... We're a top 5 %

00:08:29.319 --> 00:08:31.899
global show at this point. And apparently on

00:08:31.899 --> 00:08:35.019
Podmatch, we're one of the top ranked interview

00:08:35.019 --> 00:08:39.259
shows out of over 11 ,000 shows. You know, we're

00:08:39.259 --> 00:08:42.720
on the list of 300 top shows, but we've also

00:08:42.720 --> 00:08:45.299
cracked the top. 10 lists on that several times

00:08:45.299 --> 00:08:47.919
so it's been a real big honor to talk to the

00:08:47.919 --> 00:08:49.360
the wonderful leaders that we have and again

00:08:49.360 --> 00:08:51.559
your subscription helps us reach more people

00:08:51.559 --> 00:08:53.899
who are like you and who might might need some

00:08:53.899 --> 00:08:55.480
better leadership might need some mentorship

00:08:55.480 --> 00:08:57.120
might need some ideas for how to move their brands

00:08:57.120 --> 00:08:59.360
forward so before i bring angela on stage i do

00:08:59.360 --> 00:09:01.340
want to give you a few more tools and opportunities

00:09:01.340 --> 00:09:04.870
and ideas Junaid Ahmed of Home Studio Mastery.

00:09:04.909 --> 00:09:07.529
He builds world -class podcast studios. He's

00:09:07.529 --> 00:09:10.629
also a top 2 % global podcaster with Hacks and

00:09:10.629 --> 00:09:13.049
Hobbies. He's a friend of mine. And we love to

00:09:13.049 --> 00:09:14.769
talk about what he does because he's able to

00:09:14.769 --> 00:09:16.789
help people set up their podcasts from a successful

00:09:16.789 --> 00:09:19.289
standpoint, well, from an infrastructure standpoint

00:09:19.289 --> 00:09:21.730
for success. The right microphone, the right

00:09:21.730 --> 00:09:23.710
backgrounds and stuff. As you guys noticed, Junaid

00:09:23.710 --> 00:09:25.690
did a great, just kidding. He didn't do my studio.

00:09:25.789 --> 00:09:27.889
I'm down in Ecuador on a humanitarian mission.

00:09:28.049 --> 00:09:30.450
I love to help out. I'm not too big into like

00:09:30.450 --> 00:09:32.679
the fancy studio aspects. but I am into quality

00:09:32.679 --> 00:09:35.440
audio. I am into making sure that my audience

00:09:35.440 --> 00:09:36.860
get what they want out of the show. And it's

00:09:36.860 --> 00:09:38.779
really nice to be able to mastermind with what

00:09:38.779 --> 00:09:40.700
you need and make sure that, again, our podcast

00:09:40.700 --> 00:09:42.500
studio is taken care of. And I hope that you

00:09:42.500 --> 00:09:44.019
have the chance to do the same with us or with

00:09:44.019 --> 00:09:46.889
him. Then there's Dr. Danny Brassell. Any of

00:09:46.889 --> 00:09:49.110
you who have kids or have friends that have kids,

00:09:49.210 --> 00:09:51.450
I hope that you're striving to find the best

00:09:51.450 --> 00:09:54.149
coaches and trainers and teachers for them. Danny,

00:09:54.190 --> 00:09:57.789
he teaches parents how to inspire their children

00:09:57.789 --> 00:10:00.850
to love to read. And specifically, he works with

00:10:00.850 --> 00:10:03.029
struggling readers and is able to help them turn

00:10:03.029 --> 00:10:04.570
into passionate readers. And he's one of the

00:10:04.570 --> 00:10:08.190
world's best educators. He's got over 300 testimonial

00:10:08.190 --> 00:10:10.090
videos from educators out there. And I've seen

00:10:10.090 --> 00:10:12.250
him on stage. He's become one of my best friends

00:10:12.250 --> 00:10:15.409
over the last year. And I can't say enough about

00:10:15.409 --> 00:10:17.850
Dr. Danny. what he's able to do. He does also

00:10:17.850 --> 00:10:20.470
help corporations and help business leaders with

00:10:20.470 --> 00:10:23.549
their growth. As one of the few speakers out

00:10:23.549 --> 00:10:25.730
there who gets paid, again, I'll say that again,

00:10:25.850 --> 00:10:28.409
and it looks like everybody gets paid to speak.

00:10:28.490 --> 00:10:31.110
I promise you they don't. There are very few

00:10:31.110 --> 00:10:33.389
people who are actually that highly qualified

00:10:33.389 --> 00:10:36.070
who get paid on a regular basis to speak. That

00:10:36.070 --> 00:10:38.289
speaks very highly of Danny's credentials as

00:10:38.289 --> 00:10:40.070
well. The market truly does appreciate and know

00:10:40.070 --> 00:10:42.490
what he's valued at. At the end of the day, my

00:10:42.490 --> 00:10:44.539
friends, i just want you to know the resources

00:10:44.539 --> 00:10:46.500
that i find best neither one of these people

00:10:46.500 --> 00:10:49.320
pay me to be up here as sponsors i put them up

00:10:49.320 --> 00:10:51.139
there because i love what they do and i believe

00:10:51.139 --> 00:10:53.399
in it then there's the water project same thing

00:10:53.399 --> 00:10:55.039
i do not have a personal connection with the

00:10:55.039 --> 00:10:57.940
water project but what i do have is a connected

00:10:57.940 --> 00:11:00.019
heart to it now that i learned that there's millions

00:11:00.019 --> 00:11:02.279
of people out there who don't even have access

00:11:02.279 --> 00:11:04.899
to clean drinking water My friends, I've never

00:11:04.899 --> 00:11:07.120
truly been thirsty in my life. I've never had

00:11:07.120 --> 00:11:09.139
to face that. And as I looked at these projects

00:11:09.139 --> 00:11:11.759
and saw that there's people who need access to

00:11:11.759 --> 00:11:14.179
what's called a sand dam or a borehole well just

00:11:14.179 --> 00:11:16.679
so their kids can stay in school and not have

00:11:16.679 --> 00:11:18.480
to go find water for themselves, just so they

00:11:18.480 --> 00:11:20.940
didn't have to leave work. I really allowed that

00:11:20.940 --> 00:11:22.740
to hit me and thought through what would my life

00:11:22.740 --> 00:11:24.360
be like, what would my children's life be like.

00:11:24.480 --> 00:11:26.399
And these kids, when they get the water, they

00:11:26.399 --> 00:11:28.759
celebrate that water like my kids celebrate Christmas

00:11:28.759 --> 00:11:30.700
Day. And it's very humbling that we have the

00:11:30.700 --> 00:11:32.559
opportunity to contribute to that. So we contribute

00:11:32.559 --> 00:11:35.080
monthly to the Water Project. And my hope, too,

00:11:35.220 --> 00:11:37.460
is that you will at least talk about this message.

00:11:37.500 --> 00:11:39.200
Talk about the Water Project with your friends

00:11:39.200 --> 00:11:41.679
and family. Show them what they do and how the

00:11:41.679 --> 00:11:43.659
project's come to fruition. It is really neat

00:11:43.659 --> 00:11:45.340
to see the stories of these people transition.

00:11:46.439 --> 00:11:49.299
from extreme poverty that I've never related

00:11:49.299 --> 00:11:52.259
to, to an opportunity to focus more on moving

00:11:52.259 --> 00:11:54.080
their lives forward. And this can have a generational

00:11:54.080 --> 00:11:57.120
impact for people that can last for decades.

00:11:57.759 --> 00:11:59.960
And so I hope you get involved with us on that.

00:12:00.139 --> 00:12:02.000
Now, last thing before I bring Angela back on,

00:12:02.100 --> 00:12:05.179
if you know of another project or cause or opportunity

00:12:05.179 --> 00:12:07.440
for us to get involved and help, my hope is that

00:12:07.440 --> 00:12:10.120
you will share it in the comments. I'm a big

00:12:10.120 --> 00:12:12.480
believer that even if it's not connected, the

00:12:12.480 --> 00:12:15.139
more we give, the more we get. I've just seen

00:12:15.139 --> 00:12:17.480
it over and over in life. And so I hope that

00:12:17.480 --> 00:12:19.379
if you don't have a cause that we can get back

00:12:19.379 --> 00:12:21.799
to, if you put it in the comments, I will personally

00:12:21.799 --> 00:12:23.580
take a look at that. I will probably share it

00:12:23.580 --> 00:12:25.320
with my team as well and have them take a look

00:12:25.320 --> 00:12:27.419
at it. And we will try to evaluate how we can

00:12:27.419 --> 00:12:29.159
get involved. And that's just another way we

00:12:29.159 --> 00:12:31.820
can help out the 8 billion people in this world

00:12:31.820 --> 00:12:33.779
who really need it. So let's get back to helping

00:12:33.779 --> 00:12:36.220
each one of you. I'm going to get into sparring

00:12:36.220 --> 00:12:38.000
with Angela. Maybe she's supposed to hate me

00:12:38.000 --> 00:12:40.399
right away when we bring her on. But Angela,

00:12:40.519 --> 00:12:43.190
welcome back to Vision Pros Live. Well, thank

00:12:43.190 --> 00:12:46.070
you very much. That was a very nice haymaker.

00:12:47.549 --> 00:12:49.470
I don't know what a haymaker is. I've never heard

00:12:49.470 --> 00:12:52.169
the phrase. What does a haymaker mean? Haymaker

00:12:52.169 --> 00:12:54.389
is a giant punch. Like you come in swinging.

00:12:54.610 --> 00:12:58.289
Oh, I had no idea what it meant. There we go.

00:12:58.409 --> 00:13:00.429
Cool. We learned something new today. We can

00:13:00.429 --> 00:13:02.250
wrap up. Everybody have a good day. Nope, just

00:13:02.250 --> 00:13:05.250
kidding. All right. So we're going to dive right

00:13:05.250 --> 00:13:07.509
back in. And we're talking about this idea of

00:13:07.509 --> 00:13:10.309
personal branding and the personal branding,

00:13:10.350 --> 00:13:12.659
just like everything in life. There's a good

00:13:12.659 --> 00:13:14.600
and a bad to all resources, right? And it's not

00:13:14.600 --> 00:13:18.000
the resource that's bad. So water, it can drown

00:13:18.000 --> 00:13:22.279
us and kill us. But it's also something that,

00:13:22.299 --> 00:13:23.940
like we're talking about with the water project,

00:13:24.000 --> 00:13:26.799
it can provide a sense of security and safety

00:13:26.799 --> 00:13:30.200
for an entire village. And so personal branding,

00:13:30.399 --> 00:13:36.539
I have heard rumors of stats, I will call it

00:13:36.539 --> 00:13:39.139
that, from doctors. I didn't do the actual research

00:13:39.139 --> 00:13:43.320
myself. I've also seen this firsthand. So many

00:13:43.320 --> 00:13:45.960
people are getting caught up in the Instagram

00:13:45.960 --> 00:13:50.039
life, right? And the fake reality, fake it till

00:13:50.039 --> 00:13:52.440
you make it. I actually fired a client a while

00:13:52.440 --> 00:13:56.580
back who had over 500 ,000 followers and she

00:13:56.580 --> 00:13:59.059
was lying to her followers about her lifestyle.

00:13:59.740 --> 00:14:02.679
She was literally attending events where they

00:14:02.679 --> 00:14:05.980
would. In four days, take a year's worth of photography

00:14:05.980 --> 00:14:10.019
with clothing, with fake money, with with, you

00:14:10.019 --> 00:14:12.679
know, all sorts of glamour stuff to showcase

00:14:12.679 --> 00:14:15.539
that she's living, you know, like a god, basically

00:14:15.539 --> 00:14:18.480
a goddess. And she was making less than a janitor's

00:14:18.480 --> 00:14:22.360
salary. She was about to lose her home. And there

00:14:22.360 --> 00:14:25.000
was there was nothing authentic or true about

00:14:25.000 --> 00:14:27.139
this situation. And she was a poster child for

00:14:27.139 --> 00:14:30.659
Kajabi. So it's really sad, too, that sometimes

00:14:30.659 --> 00:14:34.309
even the giant. programs they don't do their

00:14:34.309 --> 00:14:37.610
own research on credibility and worse there's

00:14:37.610 --> 00:14:40.549
a lot of these these these people that then turn

00:14:40.549 --> 00:14:43.889
suicidal and they then go depressed and they

00:14:43.889 --> 00:14:47.190
feel like they have to be the brand and i don't

00:14:47.190 --> 00:14:50.950
know too many brands that have um done very well

00:14:50.950 --> 00:14:53.889
over hundreds of years of period that are built

00:14:53.889 --> 00:14:55.990
on the backbone of one individual look no further

00:14:55.990 --> 00:14:57.970
than david sandler of sandler sales institute

00:14:57.970 --> 00:15:00.590
the institute is a shadow of the man at this

00:15:00.590 --> 00:15:02.590
point they did not do a great job of building

00:15:02.590 --> 00:15:05.730
the infrastructure for long -term success versus

00:15:05.730 --> 00:15:08.950
the universities that stand the test of time.

00:15:09.049 --> 00:15:11.830
So I'm not anti -personal branding. We're obviously

00:15:11.830 --> 00:15:14.450
here. I've got a brand to run and maintain and

00:15:14.450 --> 00:15:19.169
build as well. But I do want to pose, take that

00:15:19.169 --> 00:15:21.490
conversation in both directions. What do we do

00:15:21.490 --> 00:15:24.950
to maximize our personal brands? How do we do

00:15:24.950 --> 00:15:27.129
so in a healthy fashion? And what are some of

00:15:27.129 --> 00:15:29.029
the downsides that maybe people don't realize

00:15:29.029 --> 00:15:31.740
when they're getting into it? that may create

00:15:31.740 --> 00:15:33.820
a disaster for them. So it may create a monster

00:15:33.820 --> 00:15:37.220
instead of a legacy. I think it's interesting

00:15:37.220 --> 00:15:39.320
that you reference all of those kind of stories,

00:15:39.379 --> 00:15:40.759
particularly about the client that you fire,

00:15:40.840 --> 00:15:43.179
because that's the opposite to what I perceive

00:15:43.179 --> 00:15:45.179
personal branding to be. So it's a really interesting

00:15:45.179 --> 00:15:48.480
take because for me, personal branding is all

00:15:48.480 --> 00:15:51.220
about you as an actual authentic individual.

00:15:51.220 --> 00:15:55.320
So you're giving people insight into your actual

00:15:55.320 --> 00:16:00.490
world, because if it is just the, you know, really

00:16:00.490 --> 00:16:03.169
structured really polished really glossy post

00:16:03.169 --> 00:16:05.450
then that's not a sneak behind the curtain that

00:16:05.450 --> 00:16:07.870
isn't a glimpse into your world that's a curated

00:16:07.870 --> 00:16:10.710
experience that you're giving to people whereas

00:16:10.710 --> 00:16:13.169
on my social media or my personal branding I

00:16:13.169 --> 00:16:16.090
talk about my burnout I talk about how you know

00:16:16.090 --> 00:16:19.289
I've struggled parenting my children I talk about

00:16:19.289 --> 00:16:21.129
the failures and the massive mistakes that I've

00:16:21.129 --> 00:16:24.070
made in my career because I want people to feel

00:16:24.070 --> 00:16:26.330
inspired and to learn from that and to feel like

00:16:26.330 --> 00:16:28.230
I really do connect with Angela and I really

00:16:28.230 --> 00:16:29.629
do want to work with Angela because I kind of

00:16:29.629 --> 00:16:31.990
feel like I know her rather than me trying to

00:16:31.990 --> 00:16:34.570
pretend to be somebody who I'm not. And then

00:16:34.570 --> 00:16:35.730
they start working with me and they're like,

00:16:35.830 --> 00:16:37.210
I don't really connect, you know, I don't really

00:16:37.210 --> 00:16:39.730
understand who this person is. But the main reason

00:16:39.730 --> 00:16:42.350
I do that is because when I was in the corporate

00:16:42.350 --> 00:16:44.590
world, I wore a mask for a very long time and

00:16:44.590 --> 00:16:46.850
pretended to be something that I wasn't. And

00:16:46.850 --> 00:16:49.149
I felt really uncomfortable and it led to a burnout

00:16:49.149 --> 00:16:51.529
and it led to breakdown. And since that point,

00:16:51.549 --> 00:16:53.110
I've always said I will never do that again.

00:16:53.480 --> 00:16:55.899
So every client I work with, I talk about mistakes.

00:16:56.279 --> 00:16:58.539
Well, guess what happens? They talk about their

00:16:58.539 --> 00:17:00.779
mistakes. Guess what happens? We have a good

00:17:00.779 --> 00:17:03.700
conversation. They learn from that. If I pretend

00:17:03.700 --> 00:17:05.819
to be this amazing person who's never made a

00:17:05.819 --> 00:17:08.680
mistake in my life, well, it's lies because I've

00:17:08.680 --> 00:17:13.460
made a lot. Yeah, huge. I really appreciate you

00:17:13.460 --> 00:17:16.299
honing in on that. So I would say, especially

00:17:16.299 --> 00:17:19.019
for the younger people in this audience, you

00:17:19.019 --> 00:17:21.460
have such a great opportunity, an important opportunity

00:17:21.460 --> 00:17:25.240
to. develop and establish your authenticity first.

00:17:25.779 --> 00:17:28.839
If we don't do that, we do box ourselves in.

00:17:28.920 --> 00:17:31.619
And then later our authenticity has to be built

00:17:31.619 --> 00:17:36.000
around showing that we weren't authentic. Or

00:17:36.000 --> 00:17:39.140
picking what you said online. You get stuck in

00:17:39.140 --> 00:17:41.940
that world of being fake. I'll pick on somebody

00:17:41.940 --> 00:17:44.400
publicly. I think Johnny Manziel is stuck in

00:17:44.400 --> 00:17:49.039
that. And that's a real tragedy. here's where

00:17:49.039 --> 00:17:52.259
this came up last year. So Johnny Menzel, who

00:17:52.259 --> 00:17:54.180
was supposed to be, you know, I think he was

00:17:54.180 --> 00:17:56.720
the number one pick in the NFL and he'll go down

00:17:56.720 --> 00:17:59.619
and history is probably the biggest bust of a

00:17:59.619 --> 00:18:02.539
draft pick ever. And he doesn't like that story.

00:18:02.660 --> 00:18:05.319
I'm pretty sure. I'm sure that's not the legacy

00:18:05.319 --> 00:18:07.319
that he wants to be remembered for as being the

00:18:07.319 --> 00:18:11.119
cocky and football player who is Mr. Money to

00:18:11.119 --> 00:18:14.339
then not making it all in the NFL. And so I saw

00:18:14.339 --> 00:18:17.960
him bounce back last year, but. The bounce back

00:18:17.960 --> 00:18:20.900
made me even more sad because as he told his

00:18:20.900 --> 00:18:24.519
story about how, you know, he made some mistakes

00:18:24.519 --> 00:18:27.160
and how he's learning from those mistakes. What

00:18:27.160 --> 00:18:31.579
did he transition to? Sports gambling. And his

00:18:31.579 --> 00:18:34.299
story is not about, oh, look at what I did and

00:18:34.299 --> 00:18:36.380
look how I'm improving. It's, hey, come join

00:18:36.380 --> 00:18:38.940
me on this sports gambling venture. You could

00:18:38.940 --> 00:18:41.019
see and feel it. It was like, dang, there's almost

00:18:41.019 --> 00:18:44.779
no authenticity baked into this whatsoever. Again,

00:18:44.920 --> 00:18:47.480
if we don't, if we're not careful with our lives

00:18:47.480 --> 00:18:50.619
about how do we position ourselves as a personal

00:18:50.619 --> 00:18:54.019
brand, we can get stuck in an endless loop of

00:18:54.019 --> 00:18:56.079
never really figuring out who we are, but just

00:18:56.079 --> 00:18:59.180
trying to be what the world wants us to be rather

00:18:59.180 --> 00:19:01.579
than being authentic. And so there's a lot, I'll

00:19:01.579 --> 00:19:03.019
actually dive into some of my personal stuff

00:19:03.019 --> 00:19:05.839
too in just a minute. But Angela, what are your

00:19:05.839 --> 00:19:07.960
thoughts on that process even further? Let's

00:19:07.960 --> 00:19:09.640
double down further on this because it is such

00:19:09.640 --> 00:19:11.980
a, I think it's such a misunderstood concept

00:19:11.980 --> 00:19:16.410
of like, how do you, uh utilize the personal

00:19:16.410 --> 00:19:20.190
brand and how do you do so authentically well

00:19:20.190 --> 00:19:21.430
it's interesting actually because i wrote an

00:19:21.430 --> 00:19:23.589
article on this and i'm a columnist for a business

00:19:23.589 --> 00:19:26.069
magazine called the female boss and i wrote a

00:19:26.069 --> 00:19:30.009
column exactly about this about how you are successful

00:19:30.009 --> 00:19:32.730
without having just the curated real behind the

00:19:32.730 --> 00:19:35.450
screens behind the scenes sorry and i wrote this

00:19:35.450 --> 00:19:37.910
whole thing around how even in business you know

00:19:37.910 --> 00:19:39.529
in your family life you look at instagram or

00:19:39.529 --> 00:19:41.210
you look at facebook and you see these amazing

00:19:42.209 --> 00:19:44.190
children who look amazing and you know the lovely

00:19:44.190 --> 00:19:46.529
stage photos like pumpkin picking was a big thing

00:19:46.529 --> 00:19:48.509
recently everyone's pumpkin picking and they

00:19:48.509 --> 00:19:50.970
look just beautiful in these pictures then I

00:19:50.970 --> 00:19:52.710
look at the pictures of me and my children pumpkin

00:19:52.710 --> 00:19:54.630
picking and they don't look anything like that

00:19:54.630 --> 00:19:56.609
because the kids are screaming it's really cold

00:19:56.609 --> 00:19:58.789
you're trying to do the s'mores and there's blooming

00:19:58.789 --> 00:20:01.009
marshmallow everywhere and there's chocolate

00:20:01.009 --> 00:20:03.190
everywhere and people's hands are dirty and they're

00:20:03.190 --> 00:20:04.569
crying because they didn't get that particular

00:20:04.569 --> 00:20:07.150
pumpkin and then the knife won't work and But

00:20:07.150 --> 00:20:09.410
that's the reality that, yeah. So what, you know,

00:20:09.410 --> 00:20:10.769
the reality, if you think I really want this

00:20:10.769 --> 00:20:13.630
really lovely hay bale pumpkin type picture is

00:20:13.630 --> 00:20:15.529
not the reality of how you get to that picture.

00:20:15.769 --> 00:20:17.769
It's the one snap that you managed to get. So

00:20:17.769 --> 00:20:20.410
I think when you show up online from a business

00:20:20.410 --> 00:20:22.650
sense and actually show, do you know, things

00:20:22.650 --> 00:20:25.769
aren't great every single day. Like I've delivered

00:20:25.769 --> 00:20:28.269
a training course last week and I was talking

00:20:28.269 --> 00:20:30.289
about, in fact, yesterday, I think it was, and

00:20:30.289 --> 00:20:32.750
I was talking about how. to be authentic in your

00:20:32.750 --> 00:20:35.170
business and to grow your business you have to

00:20:35.170 --> 00:20:37.769
change as an individual to do that and there'll

00:20:37.769 --> 00:20:39.730
be things that you look at and you think it's

00:20:39.730 --> 00:20:41.450
not kind of you know how I wanted to be and I

00:20:41.450 --> 00:20:43.569
was talking about how to be really structured

00:20:43.569 --> 00:20:45.289
and have this really good rhythm in your business

00:20:45.289 --> 00:20:47.750
and how you can be successful from that and I'm

00:20:47.750 --> 00:20:49.930
teaching that and then I'm saying to them well

00:20:49.930 --> 00:20:52.009
this week has been chaotic for me because this

00:20:52.009 --> 00:20:54.109
this and this you can still know the things and

00:20:54.109 --> 00:20:56.450
not apply it but then that makes them feel a

00:20:56.450 --> 00:20:58.130
bit better as business owners because then otherwise

00:20:58.809 --> 00:21:00.250
I don't want them looking at me thinking I'm

00:21:00.250 --> 00:21:02.150
doing it in this perfect way because I'm not

00:21:02.150 --> 00:21:04.769
every single time. But with intention, I'm trying.

00:21:05.130 --> 00:21:07.049
And I think the more you show that publicly,

00:21:07.289 --> 00:21:08.829
the more you're giving other people permission

00:21:08.829 --> 00:21:11.950
to try. Otherwise, you're going to be so far

00:21:11.950 --> 00:21:14.650
elevated compared to where they are. They're

00:21:14.650 --> 00:21:16.250
never going to feel like they can reach it. So

00:21:16.250 --> 00:21:18.769
it's not aspirational. It's actually off putting.

00:21:19.430 --> 00:21:22.430
Yeah, absolutely. And I want all you business

00:21:22.430 --> 00:21:24.329
owners who are not big on the personal branding

00:21:24.329 --> 00:21:26.109
side to realize that while it's an opportunity,

00:21:26.390 --> 00:21:28.930
it's not for everybody. It's not something that

00:21:28.930 --> 00:21:31.289
you have to do for growth. We are, when we get

00:21:31.289 --> 00:21:32.789
into the seven avatars of business, we're going

00:21:32.789 --> 00:21:34.970
to talk about dynamics of business and actually

00:21:34.970 --> 00:21:37.769
like the, the tactical and the infrastructure

00:21:37.769 --> 00:21:40.049
side of things that are going to help every single

00:21:40.049 --> 00:21:42.490
person who's listening to this. But I still think

00:21:42.490 --> 00:21:45.349
it's so important to not bury the hatchet on,

00:21:45.450 --> 00:21:47.670
on the personal branding. Don't, don't turn yourself

00:21:47.670 --> 00:21:49.869
against it. Don't turn yourself for it, but just

00:21:49.869 --> 00:21:51.630
continue to see and look and see like, okay,

00:21:51.670 --> 00:21:54.009
how does this work? Because people like Walt

00:21:54.009 --> 00:21:57.920
Disney. and steve jobs um you know and uh michael

00:21:57.920 --> 00:22:00.819
hyatt t harvacker robert kiyosaki they can keep

00:22:00.819 --> 00:22:03.779
going dr eric berg they have built such a dynasty

00:22:03.779 --> 00:22:07.460
for themselves by making sure that they are getting

00:22:07.460 --> 00:22:09.519
their own personal brand out there i'll also

00:22:09.519 --> 00:22:11.920
throw stephen bartlett with the diary of a ceo

00:22:11.920 --> 00:22:14.039
in there as well like there's so many people

00:22:14.039 --> 00:22:18.519
that have been able to build with that aspect

00:22:18.519 --> 00:22:20.940
of personal branding. And there's so many tools

00:22:20.940 --> 00:22:23.140
available to us now that 10 years ago weren't

00:22:23.140 --> 00:22:24.839
available to leaders of the past. That's why

00:22:24.839 --> 00:22:27.500
Phil Knight's book came out recently, you know,

00:22:27.519 --> 00:22:30.140
on shoe dogs. Like they didn't have those opportunities

00:22:30.140 --> 00:22:32.819
decades ago to be able to dive into personal

00:22:32.819 --> 00:22:35.299
branding like we do today. So there are amazing

00:22:35.299 --> 00:22:37.519
opportunities there. I want to hit on this Halloween

00:22:37.519 --> 00:22:42.019
idea. Just because you have great family photos

00:22:42.019 --> 00:22:44.700
during the holidays doesn't make you a bad person

00:22:44.700 --> 00:22:46.680
either. It doesn't make you inauthentic. I know

00:22:46.680 --> 00:22:50.160
you're not saying that, Angela, but I also know

00:22:50.160 --> 00:22:52.480
some of us have that inferiority complex, that

00:22:52.480 --> 00:22:54.380
worry and fear, and it's so easy to get in our

00:22:54.380 --> 00:22:57.359
heads. I had that Instagram family, you know,

00:22:57.380 --> 00:22:59.579
my first, my first attempt at being a family

00:22:59.579 --> 00:23:02.319
man. and uh having a marriage we made it eight

00:23:02.319 --> 00:23:04.980
years we we are divorced uh we had three blonde

00:23:04.980 --> 00:23:07.420
hair blue -eyed kids um you know they're very

00:23:07.420 --> 00:23:10.519
photogenic so we had a great life and it was

00:23:10.519 --> 00:23:12.059
there was a lot of awesome things that were going

00:23:12.059 --> 00:23:14.359
on with that and i still had a lot to learn about

00:23:14.359 --> 00:23:16.680
authenticity i don't think i'll ever stop learning

00:23:16.680 --> 00:23:19.279
about how to truly be my full self and accept

00:23:19.279 --> 00:23:21.720
my identity fully i think that's a part of this

00:23:21.720 --> 00:23:25.400
life but i can say that when we were in that

00:23:25.720 --> 00:23:27.960
position where we were kind of like everything

00:23:27.960 --> 00:23:31.019
looked wonderful on the surface um no not everything

00:23:31.019 --> 00:23:33.160
was wonderful on the surface and we never tried

00:23:33.160 --> 00:23:36.099
to portray that but the grass looked greener

00:23:36.099 --> 00:23:40.180
and everybody else's photos right and it looked

00:23:40.180 --> 00:23:42.480
like everybody else had it better than us and

00:23:42.480 --> 00:23:46.140
we got into this this like shameful act of comparison

00:23:46.140 --> 00:23:48.400
too um you know and i guess i should only speak

00:23:48.400 --> 00:23:51.740
for myself on that but um you know it's something

00:23:51.740 --> 00:23:54.599
where we have to be careful about, can we still

00:23:54.599 --> 00:23:57.059
maintain our sense of gratitude? Can we be grateful

00:23:57.059 --> 00:23:59.039
for what we do have? And when we're trying to

00:23:59.039 --> 00:24:01.180
have those pictures and one child's sick, you

00:24:01.180 --> 00:24:03.119
know, or one child's upset, you know, there's

00:24:03.119 --> 00:24:05.019
all sorts of challenges that exist in life. And

00:24:05.019 --> 00:24:08.059
I think sometimes we, we almost want to look

00:24:08.059 --> 00:24:10.240
past or move past or fast forward past those

00:24:10.240 --> 00:24:12.200
moments, like in the, like in the movie, um,

00:24:13.299 --> 00:24:14.599
and it's like, well, wait a second. No, those,

00:24:14.680 --> 00:24:16.380
those are all part of the elements that contribute.

00:24:16.990 --> 00:24:19.549
to the holistic good and beauty of life itself.

00:24:19.809 --> 00:24:23.569
And so, again, I want to just triple down on

00:24:23.569 --> 00:24:25.190
exactly what we've been talking about, which

00:24:25.190 --> 00:24:28.809
came from Angela, not me. Authenticity comes

00:24:28.809 --> 00:24:31.710
first, right? That's the core of this personal

00:24:31.710 --> 00:24:34.369
branding process. And so if you're younger, I'll

00:24:34.369 --> 00:24:37.390
share what Ali Abdaal shared about the experience.

00:24:37.549 --> 00:24:39.390
He said, you know, just speak from, he said,

00:24:39.410 --> 00:24:40.970
I'm a doctor, but I don't ever leverage that.

00:24:41.029 --> 00:24:43.950
And I never would. I just speak from what works

00:24:43.950 --> 00:24:46.640
for me. and what things have what things have

00:24:46.640 --> 00:24:49.339
transpired from my life and if we stay rooted

00:24:49.339 --> 00:24:51.779
in that as we strive to build our personal brands

00:24:51.779 --> 00:24:54.539
then we don't run the risk of being inauthentic

00:24:54.539 --> 00:24:57.920
we don't run the risk of being a faking until

00:24:57.920 --> 00:24:59.900
we make it we don't run the risk of imposter

00:24:59.900 --> 00:25:02.880
syndrome being able to do overpower us as much

00:25:02.880 --> 00:25:05.259
because we know in our hearts of heart that like

00:25:05.259 --> 00:25:08.980
no this is this is just who i am so another vulnerable

00:25:08.980 --> 00:25:11.980
side i've never shared this before um in the

00:25:11.980 --> 00:25:15.349
last year though i actually went homeless um

00:25:15.349 --> 00:25:19.250
and it's like what um you know yeah first class

00:25:19.250 --> 00:25:21.650
business is a beast of a of a business and there's

00:25:21.650 --> 00:25:23.309
a lot of cool things about it and vision pros

00:25:23.309 --> 00:25:24.809
live has done awesome we get a lot of things

00:25:24.809 --> 00:25:27.210
but you learn things and now i've learned that

00:25:27.210 --> 00:25:29.650
these articles where these uh billionaires talk

00:25:29.650 --> 00:25:32.970
on forbes subtly about like it doesn't get easier

00:25:32.970 --> 00:25:35.730
you just have more to lose you have you have

00:25:35.730 --> 00:25:38.109
more expenses there are bigger challenges that

00:25:38.109 --> 00:25:41.160
exist and so Um, I've never been able to get

00:25:41.160 --> 00:25:43.640
to a point where the full sense of security,

00:25:43.880 --> 00:25:47.039
um, you know, is like permanent and where the

00:25:47.039 --> 00:25:49.160
sustain, our, our business slogan, a first -class

00:25:49.160 --> 00:25:52.039
business is sustainable revenue growth. You know

00:25:52.039 --> 00:25:54.900
how embarrassing it is to go homeless with that

00:25:54.900 --> 00:25:58.900
as your, as your, uh, tagline. It's like, Whoa,

00:25:59.079 --> 00:26:03.079
I had to really evaluate like, okay, how, how

00:26:03.079 --> 00:26:08.710
do I relate to this line now? When. i myself

00:26:08.710 --> 00:26:11.910
my business model ended up becoming unsustainable

00:26:11.910 --> 00:26:14.089
um and those types of challenges like do you

00:26:14.089 --> 00:26:16.470
talk about it do you not do you wait till after

00:26:16.470 --> 00:26:20.049
i just said you know what no i'm i'm actually

00:26:20.049 --> 00:26:22.430
willing to be open and real and it was a it was

00:26:22.430 --> 00:26:24.349
a weird day to call some of my clients and be

00:26:24.349 --> 00:26:28.269
like uh hey uh can you sell me can you sell me

00:26:28.269 --> 00:26:31.089
something because i got nothing um right now

00:26:31.089 --> 00:26:35.200
and uh that That process, that walk of shame,

00:26:35.220 --> 00:26:37.480
if you will, or that walk of I'll call it ownership

00:26:37.480 --> 00:26:40.819
of saying, here's where we're at. Here's what

00:26:40.819 --> 00:26:42.559
we need to learn from this. Here's where I can

00:26:42.559 --> 00:26:45.000
go from here. Do I have to give up? Do I have

00:26:45.000 --> 00:26:48.519
to throw in the towel? Do I have to let go of

00:26:48.519 --> 00:26:52.440
everything? No, but I do owe it to myself to

00:26:52.440 --> 00:26:54.400
be authentic with it. So again, thank you for

00:26:54.400 --> 00:26:56.380
bringing it up, Angela. I think it's so valuable

00:26:56.380 --> 00:27:00.210
to be able to do that. my friends be very careful

00:27:00.210 --> 00:27:01.890
with what you share and who you share with when

00:27:01.890 --> 00:27:04.529
you share it how i don't want to be i want to

00:27:04.529 --> 00:27:06.809
inspire you all to go and expose all your dirty

00:27:06.809 --> 00:27:08.549
laundry to the world that's not what my statement

00:27:08.549 --> 00:27:11.990
is about as much as it is like no it's very important

00:27:11.990 --> 00:27:14.369
to establish who you are as an individual and

00:27:14.369 --> 00:27:16.210
how to be authentic in the process so angela

00:27:16.210 --> 00:27:18.789
let's end with your words on personal branding

00:27:18.789 --> 00:27:22.190
and how to go about it what what else on the

00:27:22.190 --> 00:27:24.769
on the positive side or i guess just on the open

00:27:24.769 --> 00:27:25.990
nature side what else would you like to talk

00:27:25.990 --> 00:27:27.309
about for personal branding before we switch

00:27:27.309 --> 00:27:29.809
gears Well, before we do that, I want to just

00:27:29.809 --> 00:27:31.289
come on to what you just said about the homelessness,

00:27:31.410 --> 00:27:34.210
because I don't want to go into personal branding

00:27:34.210 --> 00:27:36.490
when you've just revealed such a big, significant

00:27:36.490 --> 00:27:38.750
thing about yourself. So first of all, I want

00:27:38.750 --> 00:27:41.009
to say well done you for being so brave and honest

00:27:41.009 --> 00:27:43.769
and open about those issues and experiences that

00:27:43.769 --> 00:27:46.130
you've had in your personal life. But secondly,

00:27:46.269 --> 00:27:49.230
well done you for actually making the choice,

00:27:49.230 --> 00:27:51.670
if it was a choice, to go homeless, because you

00:27:51.670 --> 00:27:53.450
talk about sustainable revenue. If you'd have

00:27:53.450 --> 00:27:55.450
continued on the pathway of having whatever those

00:27:55.450 --> 00:27:57.859
assets were around you. you'd have been even

00:27:57.859 --> 00:27:59.880
more unsustainable because you'd have ended up

00:27:59.880 --> 00:28:01.779
racking up a load of debt. And then you'd have

00:28:01.779 --> 00:28:03.920
possibly ended up impacting other people's businesses

00:28:03.920 --> 00:28:05.839
because you'll have suppliers, you'd have had

00:28:05.839 --> 00:28:07.500
customers or clients that you couldn't cater

00:28:07.500 --> 00:28:10.099
for. So actually, I think you have stuck to your

00:28:10.099 --> 00:28:12.140
core value and your mission of sustainable revenue,

00:28:12.319 --> 00:28:14.940
but you've put a plug in, this was not working

00:28:14.940 --> 00:28:16.519
and now I need to change and pivot and do it

00:28:16.519 --> 00:28:18.460
in a different way. And you've done it at the

00:28:18.460 --> 00:28:20.640
ultimate sacrifice because you've become homeless.

00:28:21.180 --> 00:28:23.500
So I just wanted to frame your mind around what

00:28:23.500 --> 00:28:27.609
you just said. Now you do. Yes, perfect. But

00:28:27.609 --> 00:28:29.509
I just meant kind of reframing your thoughts

00:28:29.509 --> 00:28:31.650
around how you've described the homelessness

00:28:31.650 --> 00:28:35.269
and that mission, you know, that feeling unauthentic.

00:28:35.269 --> 00:28:36.670
I don't think you were unauthentic. I think it

00:28:36.670 --> 00:28:39.250
was the ultimate authenticity. Oh, thank you.

00:28:39.349 --> 00:28:43.269
And yeah, it was definitely a very humbling experience

00:28:43.269 --> 00:28:46.470
to go through that. And I think most of us, in

00:28:46.470 --> 00:28:49.549
some relation, in some parallel, we have that

00:28:49.549 --> 00:28:51.690
opportunity to face. how are we going to go through

00:28:51.690 --> 00:28:55.710
this experience? I'll learn from it. And I don't

00:28:55.710 --> 00:28:57.190
think I, you know, it would have been an eternal

00:28:57.190 --> 00:29:00.089
punishment to shift gears and find a new path.

00:29:00.789 --> 00:29:03.529
But only, only you know that for yourself with

00:29:03.529 --> 00:29:05.410
your vision and with your plants. And do you

00:29:05.410 --> 00:29:08.029
pivot? Is your pivot permanent? And it was a

00:29:08.029 --> 00:29:10.769
temporary, are you homeless in the sense too

00:29:10.769 --> 00:29:13.049
of, of I'm Lewis Howes and I'm sleeping on my

00:29:13.049 --> 00:29:16.430
sister's couch, which to me is not quite homeless.

00:29:16.769 --> 00:29:19.269
You know, that that's a different level of nature

00:29:19.269 --> 00:29:21.849
or. are you rock bottom? And like, no, you got

00:29:21.849 --> 00:29:24.089
nowhere to go. And you got to find somebody who

00:29:24.089 --> 00:29:26.630
can, who can help you in the process. Those challenges

00:29:26.630 --> 00:29:30.849
exist. And you know, if you, if you watch enough

00:29:30.849 --> 00:29:32.829
stories like Martin Luther King's documentary

00:29:32.829 --> 00:29:35.589
or Nelson Mandela, I mean, he wasn't just homeless,

00:29:35.710 --> 00:29:39.230
Nelson Mandela spent years in prison. That is,

00:29:39.230 --> 00:29:42.369
that is some rough stuff, but you know, I, I,

00:29:42.369 --> 00:29:45.509
I can't speak for him, but I can tell you in

00:29:45.509 --> 00:29:48.630
my most difficult and darkest of experiences

00:29:48.630 --> 00:29:51.740
of life. i have often learned some of the greatest

00:29:51.740 --> 00:29:54.039
pieces of wisdom and the greatest moments of

00:29:54.039 --> 00:29:57.079
like dang this is going to help me forever now

00:29:57.079 --> 00:29:58.859
whether it's through empathy through compassion

00:29:58.859 --> 00:30:01.700
through the sacrifice realizing the resilience

00:30:01.700 --> 00:30:03.819
that's available to us there's so much that's

00:30:03.819 --> 00:30:06.900
there so again be careful my friends as you consider

00:30:06.900 --> 00:30:09.910
how are you going to dive into your personal

00:30:09.910 --> 00:30:11.650
brand experience authentically and just know

00:30:11.650 --> 00:30:15.150
that it can pay off huge dividends for doing

00:30:15.150 --> 00:30:17.390
just that. And Angela is a shining example of

00:30:17.390 --> 00:30:19.730
how to go about that. Before we move into seven

00:30:19.730 --> 00:30:22.349
avatars of business, anything else that you would

00:30:22.349 --> 00:30:24.769
like to propose we bring up related to branding

00:30:24.769 --> 00:30:28.569
growth or prioritizing as business owners? Let's

00:30:28.569 --> 00:30:30.670
go fast. The other thing that I actually, yeah,

00:30:30.750 --> 00:30:32.349
the other thing I would actually like to bring

00:30:32.349 --> 00:30:37.170
up is as a small business owner is Don't be put

00:30:37.170 --> 00:30:39.730
off by the big brands. Don't be put off by having

00:30:39.730 --> 00:30:41.789
to have an actual brand to start off because

00:30:41.789 --> 00:30:43.849
I never had a brand literally up until about

00:30:43.849 --> 00:30:45.450
five months ago when I've been in business for

00:30:45.450 --> 00:30:48.269
five years. I didn't have a brand. I had a logo

00:30:48.269 --> 00:30:51.329
that my friend created for me. and I had that

00:30:51.329 --> 00:30:53.509
I had a color palette and on reflection I had

00:30:53.509 --> 00:30:55.569
this color palette it was blue and blue and yellow

00:30:55.569 --> 00:30:56.809
and I always thought I wonder where I got that

00:30:56.809 --> 00:30:59.029
from and then I looked at my son's school uniform

00:30:59.029 --> 00:31:00.730
and it's blue and yellow and because I see it

00:31:00.730 --> 00:31:02.529
every day and they were literally this exact

00:31:02.529 --> 00:31:05.349
same tone as my son's school uniform so up until

00:31:05.349 --> 00:31:07.970
literally a few months ago I never had a brand

00:31:07.970 --> 00:31:10.829
so don't be put off about starting a business

00:31:10.829 --> 00:31:12.630
because you think oh gosh I've got to get a brand

00:31:12.630 --> 00:31:14.109
I need to you know I need to have all of this

00:31:14.109 --> 00:31:16.529
stuff and any brand guidelines and I need you

00:31:16.529 --> 00:31:20.339
know you don't you need a presence you need authenticity

00:31:20.339 --> 00:31:22.880
you need something that is something people want

00:31:22.880 --> 00:31:25.339
to buy you know you don't need a brand behind

00:31:25.339 --> 00:31:28.880
it so i've created i've renamed the business

00:31:28.880 --> 00:31:31.359
as i say i think it was august this year that

00:31:31.359 --> 00:31:33.579
i did it and it used to be called elite business

00:31:33.579 --> 00:31:35.200
improvement which was just a name that i just

00:31:35.200 --> 00:31:37.660
kind of plucked out of a hat really And this

00:31:37.660 --> 00:31:40.319
Ignite improvement was more about me. And by

00:31:40.319 --> 00:31:42.619
that stage, I really learned about who I wanted

00:31:42.619 --> 00:31:45.019
to be and what I wanted to deliver to my clients.

00:31:45.059 --> 00:31:46.779
And my husband and I own the business together

00:31:46.779 --> 00:31:49.180
and want to deliver all this momentum and all

00:31:49.180 --> 00:31:51.559
of this energy. So then this blue and yellow

00:31:51.559 --> 00:31:54.400
school uniform we branded didn't really sit for

00:31:54.400 --> 00:31:56.759
that. Then I've got an amazing graphic designer

00:31:56.759 --> 00:31:59.180
who I work with. So shout out to Louisa. And

00:31:59.180 --> 00:32:02.740
she's created this brand that I. really, really,

00:32:02.759 --> 00:32:05.339
truly now believe in. So that's two things really.

00:32:05.460 --> 00:32:07.279
One is don't be put off and scared to start a

00:32:07.279 --> 00:32:08.920
business because you don't have a brand. And

00:32:08.920 --> 00:32:10.920
two, when you do invest in it, invest properly,

00:32:11.000 --> 00:32:13.200
get a proper graphic designer to do it. I'll

00:32:13.200 --> 00:32:17.519
spark back on it. Big time, big time. We do branding

00:32:17.519 --> 00:32:19.319
guides for free at First Class Business. For

00:32:19.319 --> 00:32:23.079
free. 100%. It is not about the monetary investment.

00:32:23.299 --> 00:32:26.359
And please don't wait on that process. But I

00:32:26.359 --> 00:32:29.000
will spark back in a way that if you did, and

00:32:29.000 --> 00:32:31.700
if you do, it's not the end of the world. But

00:32:31.700 --> 00:32:34.559
let's not turn our blind eye to either side of

00:32:34.559 --> 00:32:35.960
that. So if you feel the need to move forward

00:32:35.960 --> 00:32:37.619
without a brand, move forward out of brand by

00:32:37.619 --> 00:32:39.819
all means, just know that 96 % of businesses

00:32:39.819 --> 00:32:43.240
lose within 10 years and 4 % survive. And you're

00:32:43.240 --> 00:32:45.720
putting yourself in a position to where you may,

00:32:45.759 --> 00:32:48.559
you may sacrifice opportunity. I would say the

00:32:48.559 --> 00:32:51.119
better opportunity on that. And we're both, I

00:32:51.119 --> 00:32:53.599
think we both back this is work with mentors

00:32:53.599 --> 00:32:56.480
that you trust people who've been there and done

00:32:56.480 --> 00:32:58.460
it and made it happen. But I can tell you right

00:32:58.460 --> 00:33:01.490
now. My first couple of brands had horrific branding.

00:33:01.890 --> 00:33:04.329
We suffered the hell out of those situations.

00:33:04.769 --> 00:33:06.990
I'm not going to lie to you. Don't follow that

00:33:06.990 --> 00:33:09.049
five -year path that I was on. Don't do that.

00:33:09.309 --> 00:33:11.190
If you've got somebody in front of you who can

00:33:11.190 --> 00:33:14.450
help you on that process, then have an open mind.

00:33:14.509 --> 00:33:17.130
Have an open idea like, okay, maybe they can

00:33:17.130 --> 00:33:19.750
help me learn from their mistakes in the process.

00:33:20.170 --> 00:33:25.109
And as Angela was getting at, don't overdo it.

00:33:25.750 --> 00:33:28.170
Don't just go and invest in something and don't

00:33:28.170 --> 00:33:31.049
force the issue. But I would say that have an

00:33:31.049 --> 00:33:33.069
open mind to find the providers who can help

00:33:33.069 --> 00:33:35.609
you build things the right way. That would be

00:33:35.609 --> 00:33:39.170
the caveat. And that is you survived it without

00:33:39.170 --> 00:33:44.750
the brand. Other people may not. I'll add one

00:33:44.750 --> 00:33:46.430
more final thing on that and I'll pass the mic

00:33:46.430 --> 00:33:48.269
back to you. And that would be. The Twice the

00:33:48.269 --> 00:33:50.829
Ice company, you know, I helped a franchise owner

00:33:50.829 --> 00:33:53.349
of Twice the Ice, a machine that produces ice

00:33:53.349 --> 00:33:54.730
with their brand, and they wanted a website.

00:33:54.869 --> 00:33:57.269
I said, you don't need a website. I said, what,

00:33:57.329 --> 00:33:59.890
how many gas station websites have you ever been

00:33:59.890 --> 00:34:03.089
to? And they're like, none. Again, nobody goes

00:34:03.089 --> 00:34:05.309
to a website for a gas station. You have an ice

00:34:05.309 --> 00:34:07.029
machine. Nobody cares about your, but you do

00:34:07.029 --> 00:34:09.900
need a Facebook page. And we can run Facebook

00:34:09.900 --> 00:34:11.780
ads through that and drive a ton of traffic.

00:34:11.820 --> 00:34:14.960
And we crushed it. I mean, no pun intended. They

00:34:14.960 --> 00:34:18.099
had an amazing campaign, an amazing opportunity.

00:34:18.280 --> 00:34:20.159
We did some local things with local restaurants

00:34:20.159 --> 00:34:22.440
and local entities that could also come in and

00:34:22.440 --> 00:34:25.619
buy in bulk. But there was no need for a website.

00:34:25.739 --> 00:34:27.980
So are there places and entities that don't need

00:34:27.980 --> 00:34:30.099
it? Of course there are. But again, this is where

00:34:30.099 --> 00:34:32.079
it's like, okay, consult with somebody like Angela

00:34:32.079 --> 00:34:33.920
who has 25 years of experience or Jackson who

00:34:33.920 --> 00:34:35.840
has 19 years of experience. Don't make that decision

00:34:35.840 --> 00:34:38.969
by yourself. That would be my next piece of advice

00:34:38.969 --> 00:34:41.230
for all you entrepreneurs is stop deciding by

00:34:41.230 --> 00:34:44.110
yourself what to do. Get a team of brains and

00:34:44.110 --> 00:34:45.829
hearts that you trust around you to help you

00:34:45.829 --> 00:34:48.869
build. Angela, your turn. Yeah, so it's a really

00:34:48.869 --> 00:34:50.309
good point that you've just kind of sparred back

00:34:50.309 --> 00:34:51.530
with. And I'm glad that you did because I want

00:34:51.530 --> 00:34:53.989
to provide a bit more clarity. My points were

00:34:53.989 --> 00:34:57.170
around inertia of thinking, oh, I've got this

00:34:57.170 --> 00:34:58.809
idea for this business and I want to do something.

00:34:58.989 --> 00:35:00.690
And then the inertia that comes with, I don't

00:35:00.690 --> 00:35:01.929
understand branding, don't understand marketing.

00:35:02.090 --> 00:35:04.570
I can't do it. So then it becomes that they just

00:35:04.570 --> 00:35:06.989
don't do it because it becomes a blocker. Mine

00:35:06.989 --> 00:35:08.670
was more about just get yourself out there and

00:35:08.670 --> 00:35:11.969
do something. The other side of that, on my side,

00:35:12.090 --> 00:35:13.750
as I said, I didn't have the branding for five

00:35:13.750 --> 00:35:16.550
years, is because I'm very well connected at

00:35:16.550 --> 00:35:18.389
this stage in my career. I've got really good

00:35:18.389 --> 00:35:20.269
networks of people who I've worked with in the

00:35:20.269 --> 00:35:22.550
past who didn't need to have a shiny brand and

00:35:22.550 --> 00:35:26.050
a logo to work with me. They wanted me. So it

00:35:26.050 --> 00:35:29.389
worked because I already was known, liked and

00:35:29.389 --> 00:35:31.719
trusted by a lot of different people. Whereas

00:35:31.719 --> 00:35:34.900
now the new side of my business is a new industry

00:35:34.900 --> 00:35:36.699
that I'm entering into and it's a new set of

00:35:36.699 --> 00:35:38.960
clients and it's a new, it's all about kind of

00:35:38.960 --> 00:35:41.599
online and it's all about semi -passive income

00:35:41.599 --> 00:35:43.920
and passive income. They don't know I can trust

00:35:43.920 --> 00:35:45.380
me because I've never been in that industry before.

00:35:45.460 --> 00:35:47.619
So now I do need the branding. So everything

00:35:47.619 --> 00:35:50.440
you said, I 100 % agree with. And it's interesting

00:35:50.440 --> 00:35:52.420
because my business is kind of established on

00:35:52.420 --> 00:35:55.000
one side and then on the other side, it's brand

00:35:55.000 --> 00:35:56.940
new. So I've got two bits going on at the same

00:35:56.940 --> 00:35:59.500
time. And I'm kind of struggling with both camps.

00:35:59.820 --> 00:36:02.940
Both require different sets of principles and

00:36:02.940 --> 00:36:04.980
leadership and thought process. One's very mature,

00:36:05.119 --> 00:36:08.099
one's very new. So in terms of that branding

00:36:08.099 --> 00:36:10.699
piece, I think sometimes you can get a bit overwhelmed

00:36:10.699 --> 00:36:12.820
with what you're trying to do. And sometimes

00:36:12.820 --> 00:36:15.079
that stops you doing something. So my thing is

00:36:15.079 --> 00:36:17.460
just do something, even if it doesn't look pretty

00:36:17.460 --> 00:36:20.000
at this particular stage. The main thing is about

00:36:20.000 --> 00:36:21.679
trying to get the revenue, trying to build your

00:36:21.679 --> 00:36:23.840
clients. If you need the branding to get the

00:36:23.840 --> 00:36:26.570
foot in the door, then it might be. it might

00:36:26.570 --> 00:36:29.010
be a what you call it connected piece or it might

00:36:29.010 --> 00:36:32.050
not you don't know yeah and i'll play i'll continue

00:36:32.050 --> 00:36:34.289
to play angels advocate on that and in relation

00:36:34.289 --> 00:36:37.050
to these blockers a lot of times my friends the

00:36:37.050 --> 00:36:38.889
blockers are necessary they're they're healthy

00:36:38.889 --> 00:36:40.909
boundaries they're things that it's that it's

00:36:40.909 --> 00:36:43.510
that feeling like i'm in a dark and a mountain

00:36:43.510 --> 00:36:45.809
and i don't know which way to go and you got

00:36:45.809 --> 00:36:47.570
a blocker that's telling you not to move forward

00:36:47.570 --> 00:36:49.130
and then all of a sudden you know you're able

00:36:49.130 --> 00:36:50.670
to get your flashlight on or whatever you find

00:36:50.670 --> 00:36:53.300
out you're on a cliff's edge um right that is

00:36:53.300 --> 00:36:56.619
entrepreneurship 99 % of the time. You are basically

00:36:56.619 --> 00:36:59.219
napping cliff's edge. And if you don't realize

00:36:59.219 --> 00:37:00.780
that and you turn a blind eye to that, you're

00:37:00.780 --> 00:37:02.480
going to fall off and it's going to hurt badly.

00:37:02.860 --> 00:37:05.159
And the bigger you grow, the harder you can fall,

00:37:05.239 --> 00:37:07.139
the further you can fall in the experience. So

00:37:07.139 --> 00:37:09.260
I don't mean to scare all of you as much as just

00:37:09.260 --> 00:37:11.199
validate the reality that you got an internal

00:37:11.199 --> 00:37:14.219
instinct to trust. And the opportunity is to

00:37:14.219 --> 00:37:16.980
figure out, okay, well, what do I do when I feel

00:37:16.980 --> 00:37:19.599
that sense of like blocking there? What is it

00:37:19.599 --> 00:37:21.519
that I need to learn from this experience or

00:37:21.519 --> 00:37:24.280
move on? Odds are, if you've got one coach by

00:37:24.280 --> 00:37:26.639
your side, if you find yourself saying, I have

00:37:26.639 --> 00:37:28.900
a coach, then just realize you have a poor mentality.

00:37:29.420 --> 00:37:31.159
Because the greatest people in the world, the

00:37:31.159 --> 00:37:32.699
ones who are really crushing it, they have lots

00:37:32.699 --> 00:37:35.079
of coaches. They have entire teams around them

00:37:35.079 --> 00:37:37.139
to help them and support them. And so one of

00:37:37.139 --> 00:37:38.639
the greatest things you can have by your side

00:37:38.639 --> 00:37:40.960
is people who are willing and able to guide you

00:37:40.960 --> 00:37:43.920
without stealing your vision, without manipulating

00:37:43.920 --> 00:37:45.800
you, without coercion, without pressuring you

00:37:45.800 --> 00:37:48.500
to follow what it is that they do. You know,

00:37:48.500 --> 00:37:51.179
think people like Grant Cardone, who have a bunch

00:37:51.179 --> 00:37:53.059
of sheeple that follow them. If they're telling

00:37:53.059 --> 00:37:54.500
you what you should do, what you have to do,

00:37:54.539 --> 00:37:56.420
what you need to do, odds are that's not the

00:37:56.420 --> 00:37:58.840
type of leader that you want by your side. It's

00:37:58.840 --> 00:38:01.119
more of the people who are willing to hear you

00:38:01.119 --> 00:38:03.099
out with where you are, ask better questions

00:38:03.099 --> 00:38:05.699
and figure out what could be possible. What are

00:38:05.699 --> 00:38:08.360
your opportunities? What feels right? That will

00:38:08.360 --> 00:38:11.039
expose the cliff's edge without pressuring you

00:38:11.039 --> 00:38:13.400
forward or pressuring you away so that you can

00:38:13.400 --> 00:38:16.079
then make a more collectively sound decision.

00:38:16.239 --> 00:38:18.179
So we're going to dive in. to this other side

00:38:18.179 --> 00:38:20.039
of the seven avatars of business. This is something

00:38:20.039 --> 00:38:22.059
that I've talked to about a hundred people now.

00:38:22.400 --> 00:38:25.159
And I teach it from a humble standpoint of like,

00:38:25.219 --> 00:38:26.880
please, if you guys have heard this in the market

00:38:26.880 --> 00:38:28.380
somewhere, let me know the resource. Cause that

00:38:28.380 --> 00:38:31.360
guy's a genius or that gal's a genius. And it

00:38:31.360 --> 00:38:35.230
is so logical that it makes you go like. Why

00:38:35.230 --> 00:38:37.269
the heck are we not talking about this more often?

00:38:37.309 --> 00:38:40.030
And I'm going to put you in the guinea pig seat

00:38:40.030 --> 00:38:41.869
on this, Angela. And if Angela surprised me,

00:38:41.889 --> 00:38:43.010
she's like, oh, these are the seven avatars.

00:38:43.070 --> 00:38:46.329
Great. If not, what we're exposing is not somebody

00:38:46.329 --> 00:38:48.449
who doesn't know what they're doing. What we're

00:38:48.449 --> 00:38:51.889
exposing is a reality that somehow we continue

00:38:51.889 --> 00:38:54.329
to tolerate a 96 % failure rate in the market

00:38:54.329 --> 00:38:56.869
and a 4 % survival rate. And we aren't putting

00:38:56.869 --> 00:39:00.210
together these super simple pieces. that are

00:39:00.210 --> 00:39:01.829
a little bit complex to build out, but they're

00:39:01.829 --> 00:39:03.530
necessary for us to understand as businesses.

00:39:03.610 --> 00:39:05.869
So today, Angela, you and I opened a brand new

00:39:05.869 --> 00:39:07.969
restaurant in three and our restaurant, let's

00:39:07.969 --> 00:39:10.909
call it Angela's Pizzeria. And there's seven

00:39:10.909 --> 00:39:13.329
different avatars. There's seven different types

00:39:13.329 --> 00:39:16.989
of people who are going to walk into our doors

00:39:16.989 --> 00:39:20.969
and we got to figure out how to serve them. And

00:39:20.969 --> 00:39:23.119
so. I'm not going to lead the witness on this.

00:39:23.199 --> 00:39:25.139
This makes me a bad teacher right now so that

00:39:25.139 --> 00:39:26.900
you guys know. Normally you give people context.

00:39:27.079 --> 00:39:29.420
No, we need to see. Because if I were to say

00:39:29.420 --> 00:39:33.920
there's six different levels for marketing and

00:39:33.920 --> 00:39:37.079
marketing influence. Oh, unaware, aware, considerate.

00:39:37.139 --> 00:39:38.780
That stuff's already known in the market. So

00:39:38.780 --> 00:39:40.800
it's possible. I don't think that these seven

00:39:40.800 --> 00:39:43.019
avatars are out there right now. I mean, I've

00:39:43.019 --> 00:39:45.679
never heard of them. We're going to see. Maybe

00:39:45.679 --> 00:39:47.679
there's some other definition or name for it.

00:39:47.699 --> 00:39:50.760
But somebody opens our door to Angela's Pizzeria.

00:39:52.039 --> 00:39:55.340
What's the avatar, Angela? Make mistakes on this.

00:39:55.400 --> 00:39:56.840
You could say it's like a Lego man or something.

00:39:57.039 --> 00:40:00.739
We'll play with it. But who might walk into that

00:40:00.739 --> 00:40:04.280
door? What type of avatar? A family man with

00:40:04.280 --> 00:40:07.699
his family who comes every week to have a pizza

00:40:07.699 --> 00:40:09.460
with his family. It's like a little treat and

00:40:09.460 --> 00:40:12.619
a ritual. Very good. So that would be a demographic

00:40:12.619 --> 00:40:16.320
and a psychographic combined for the family man.

00:40:16.440 --> 00:40:18.179
But you said something key. You said this guy

00:40:18.179 --> 00:40:21.480
comes in. Every week, like a ritual. What do

00:40:21.480 --> 00:40:24.699
you call that avatar? The person who's purchasing

00:40:24.699 --> 00:40:26.900
and coming over and over again. What are they

00:40:26.900 --> 00:40:29.679
called? I don't know. Loyal customer. Very good

00:40:29.679 --> 00:40:32.519
customer. You nailed it. So that is one of the

00:40:32.519 --> 00:40:34.780
avatars that walks in the door is you've got

00:40:34.780 --> 00:40:37.760
a customer, somebody who purchases and somebody

00:40:37.760 --> 00:40:42.159
who purchases on a repeat. And so sometimes in

00:40:42.159 --> 00:40:44.960
other markets, that's called a patient or it's

00:40:44.960 --> 00:40:48.440
called a client. It's called a consumer. there's

00:40:48.440 --> 00:40:51.179
a number of different a patron a resident those

00:40:51.179 --> 00:40:54.059
are all fall fall into that exact same category

00:40:54.059 --> 00:40:57.340
number one of avatar so customer business owners

00:40:57.340 --> 00:41:00.139
are really good at paying attention to the reality

00:41:00.139 --> 00:41:02.800
that they want customers um they need to prepare

00:41:02.800 --> 00:41:05.679
for their customers the door opens again in walks

00:41:05.679 --> 00:41:08.739
another person what avatar is person number two

00:41:08.739 --> 00:41:11.559
somebody who's an office lady and she just wants

00:41:11.559 --> 00:41:13.480
to grab a quick a quick snack because she's working

00:41:13.480 --> 00:41:15.929
late on that night So that would be a customer

00:41:15.929 --> 00:41:17.829
as well. Very good, though. Different type of

00:41:17.829 --> 00:41:19.610
customer, but she's coming in as a customer.

00:41:19.730 --> 00:41:21.809
So door opens again. Third person walks in. What

00:41:21.809 --> 00:41:23.349
might they be? What might their intention be

00:41:23.349 --> 00:41:26.269
or what might they sell me something? So they're

00:41:26.269 --> 00:41:28.369
going to sell me some equipment or they're going

00:41:28.369 --> 00:41:30.650
to sell me some boxes or some ingredients. I

00:41:30.650 --> 00:41:33.389
love how many people dive into this. This person's

00:41:33.389 --> 00:41:37.150
going to take my money. This person's, you know,

00:41:37.150 --> 00:41:41.150
probably going to be some type of of dog eat

00:41:41.150 --> 00:41:44.429
dog world. We also call these people vendors.

00:41:45.090 --> 00:41:48.809
We call them providers. We call them distributors.

00:41:49.110 --> 00:41:52.010
We call them, I call them strategic partners.

00:41:52.610 --> 00:41:55.070
I'm not looking at these individuals as people

00:41:55.070 --> 00:41:57.789
who are trying to sell me. I'm looking at these

00:41:57.789 --> 00:41:59.969
people. Again, I'm going to use the word vendors

00:41:59.969 --> 00:42:02.929
more commonly here. Small businesses have a bad

00:42:02.929 --> 00:42:05.909
tendency to, when that door opens and John comes

00:42:05.909 --> 00:42:08.090
in, John says, hey, my name's John, and I have

00:42:08.090 --> 00:42:10.449
a POS company. Do you guys already have a merchant

00:42:10.449 --> 00:42:12.510
service provider? And what happens in the small

00:42:12.510 --> 00:42:15.929
business? A small business goes, oh, you guys

00:42:15.929 --> 00:42:17.710
are always coming in here trying to sell me a

00:42:17.710 --> 00:42:19.730
bunch of bull crap. I already have a POS provider.

00:42:19.929 --> 00:42:22.110
Why don't you go away? And they don't realize

00:42:22.110 --> 00:42:25.269
that John's a family man who lives three blocks

00:42:25.269 --> 00:42:28.630
away. John doesn't have a family of six that

00:42:28.630 --> 00:42:30.630
would have been coming in regularly. He also

00:42:30.630 --> 00:42:33.769
goes to the local church and his kids go to local

00:42:33.769 --> 00:42:35.949
school. And every time somebody asks him about

00:42:35.949 --> 00:42:38.769
Angela's Pizzeria, his response is, you know,

00:42:38.829 --> 00:42:42.230
maybe it's good, but they were so, they just,

00:42:42.309 --> 00:42:44.670
it felt like I was just coming in as some snake

00:42:44.670 --> 00:42:46.869
oil salesman and I didn't really get a good vibe

00:42:46.869 --> 00:42:48.929
from this culture. And so what are we getting

00:42:48.929 --> 00:42:52.110
at with that? Vendors, they have a different

00:42:52.110 --> 00:42:55.869
need than customers have. And we need to have

00:42:55.869 --> 00:42:58.010
team members trained up with the right procedures.

00:42:59.019 --> 00:43:01.420
with the right resources, the right templates

00:43:01.420 --> 00:43:03.820
and the right assets in order to honor the vendors.

00:43:04.400 --> 00:43:06.320
Because if we don't, we're just like everybody

00:43:06.320 --> 00:43:08.300
else in the world, fighting over stuff that we

00:43:08.300 --> 00:43:09.400
don't even understand what we're fighting about.

00:43:09.579 --> 00:43:11.239
And all these LinkedIn messages we get from people

00:43:11.239 --> 00:43:13.440
saying they want to sell us stuff. If we see

00:43:13.440 --> 00:43:14.699
that as a threat, we're never going to get to

00:43:14.699 --> 00:43:16.440
Tony Robbins level. We're never going to get

00:43:16.440 --> 00:43:18.199
to Taylor Swift level because how many times

00:43:18.199 --> 00:43:20.239
do vendors go to Tony Robbins and Taylor Swift

00:43:20.239 --> 00:43:21.679
and try to sell them? I tell them because they're

00:43:21.679 --> 00:43:24.460
pre -qualified for everything. And so if we as

00:43:24.460 --> 00:43:26.280
an operator, as we recognize the opportunity,

00:43:26.960 --> 00:43:30.000
to service these individuals, they truly become

00:43:30.000 --> 00:43:31.800
strategic allies in the market. So we've got

00:43:31.800 --> 00:43:33.539
customers and vendors, the door opens again,

00:43:33.599 --> 00:43:36.000
and in walks avatar number three. What could

00:43:36.000 --> 00:43:38.679
that avatar possibly be? Somebody wants to learn

00:43:38.679 --> 00:43:41.159
about the business. He wants to learn they're

00:43:41.159 --> 00:43:42.820
interested in setting up a pizzeria themselves

00:43:42.820 --> 00:43:46.300
in another town or further down the road. Interesting.

00:43:47.679 --> 00:43:49.420
I might box them into the strategic partnership

00:43:49.420 --> 00:43:51.340
opportunity as well because they might be able

00:43:51.340 --> 00:43:53.679
to franchise with us. Let's say that person who

00:43:53.679 --> 00:43:55.179
wants to learn about the business, though, starts

00:43:55.179 --> 00:43:57.019
to ask about, hey, do you guys have multiple

00:43:57.019 --> 00:43:58.820
locations? Are you a performer? Are you guys

00:43:58.820 --> 00:44:01.119
planning on expanding nationwide? What's that

00:44:01.119 --> 00:44:04.420
avatar called? An investor. Very good. There's

00:44:04.420 --> 00:44:07.320
an investor avatar. And again, small businesses

00:44:07.320 --> 00:44:10.210
often never even think through the reality. of

00:44:10.210 --> 00:44:11.929
what it's like to talk to investors what it might

00:44:11.929 --> 00:44:14.530
be like to potentially expand or sell or have

00:44:14.530 --> 00:44:16.590
somebody come in and so that's the one that people

00:44:16.590 --> 00:44:18.170
are terrified of so much that we're just going

00:44:18.170 --> 00:44:20.230
to skip that for now but ultimately they need

00:44:20.230 --> 00:44:22.929
some resources too the door opens again we tell

00:44:22.929 --> 00:44:25.110
that investor hey feel free to send us more information

00:44:25.110 --> 00:44:26.690
on or let us know what information you need you

00:44:26.690 --> 00:44:28.750
know bam we move on so who's the next person

00:44:28.750 --> 00:44:30.610
that might walk in the next avatar somebody wants

00:44:30.610 --> 00:44:34.829
to work for me very good and we call those candidates

00:44:34.829 --> 00:44:39.940
right so in walks timmy and timmy goes hey Are

00:44:39.940 --> 00:44:43.699
you guys hiring? And the host team member at

00:44:43.699 --> 00:44:46.619
the front goes, yeah, go apply online just like

00:44:46.619 --> 00:44:50.360
the rest of us did. How's Timmy going to feel?

00:44:50.960 --> 00:44:52.820
He'll probably never come in again and he probably

00:44:52.820 --> 00:44:54.639
won't have the confidence to go and apply elsewhere.

00:44:55.239 --> 00:44:58.920
And that's so sad because Timmy, we only apply

00:44:58.920 --> 00:45:02.460
as candidates at places that we actually like.

00:45:03.280 --> 00:45:05.539
We were already probably an ambassador of this

00:45:05.539 --> 00:45:08.340
establishment. But now you've just kind of crushed

00:45:08.340 --> 00:45:10.460
little Timmy's hearts and dreams. And while he

00:45:10.460 --> 00:45:13.360
may not be great at representing the company

00:45:13.360 --> 00:45:15.579
front facing, he might be the best dishwasher

00:45:15.579 --> 00:45:18.440
there is. He's willing to stay for 10 years and

00:45:18.440 --> 00:45:21.599
maybe he's the best delivery driver you'd possibly

00:45:21.599 --> 00:45:24.519
have. We don't know. But if we don't train our

00:45:24.519 --> 00:45:27.840
team members how to support those candidates

00:45:27.840 --> 00:45:30.239
that come in. And again, what's the asset they

00:45:30.239 --> 00:45:33.469
need? Imagine your team members like, hey. yeah,

00:45:33.550 --> 00:45:35.530
if you eat some pizza first, then maybe we'll,

00:45:35.530 --> 00:45:38.210
we'll give you a chance. Like what are we training

00:45:38.210 --> 00:45:40.010
our team members to do in these scenarios? We're

00:45:40.010 --> 00:45:43.150
often not training them at all. And so the great

00:45:43.150 --> 00:45:46.610
ones don't end up coming in. Who do you end up

00:45:46.610 --> 00:45:48.869
with in that case? You end up with the most desperate

00:45:48.869 --> 00:45:51.230
candidates, the ones who are going to be the

00:45:51.230 --> 00:45:53.389
worst to work with because they're the ones that

00:45:53.389 --> 00:45:55.489
are willing to put up with that bull crap. And

00:45:55.489 --> 00:45:58.030
most of us aren't willing to do it. So candidates

00:45:58.030 --> 00:46:00.409
is another, the door opens again and walks, John.

00:46:00.469 --> 00:46:03.329
Hey, sorry, I'm late guys. You know, what avatar

00:46:03.329 --> 00:46:11.110
is that? He already works there. Yeah. Yep, so

00:46:11.110 --> 00:46:12.630
I already work there. What do we call that avatar?

00:46:13.590 --> 00:46:16.550
Employee, staff, colleague. Most of the time,

00:46:16.550 --> 00:46:18.730
you know, and so if I really want to create a

00:46:18.730 --> 00:46:20.610
bad culture, I'll call them staff. I'll call

00:46:20.610 --> 00:46:22.670
them employee. I'll treat them like they're not

00:46:22.670 --> 00:46:25.690
important. But I prefer to use the word team

00:46:25.690 --> 00:46:29.280
member. So when we have these team members and

00:46:29.280 --> 00:46:32.179
we treat these individuals more like equals and

00:46:32.179 --> 00:46:34.760
we start to realize, wait a second, for them

00:46:34.760 --> 00:46:38.360
to do well, we need procedures. We need resources.

00:46:38.539 --> 00:46:40.739
We need templates. We need handbooks. We need

00:46:40.739 --> 00:46:42.820
to help them understand the value of the different

00:46:42.820 --> 00:46:45.039
pizzas that we have and the ingredients and all

00:46:45.039 --> 00:46:46.860
that. We've got a whole culture to build internally

00:46:46.860 --> 00:46:49.800
that completely gets overlooked while we're desperately

00:46:49.800 --> 00:46:51.679
planning for one of the avatars that you haven't

00:46:51.679 --> 00:46:53.239
mentioned yet, Angela, which you've gotten close

00:46:53.239 --> 00:46:56.900
to. Let's pretend we just opened. The only other

00:46:56.900 --> 00:47:00.039
one that's in my head is the innovator. So the

00:47:00.039 --> 00:47:01.840
one who come up with the original pizza recipe

00:47:01.840 --> 00:47:04.460
or the original pizza topping kind of unique

00:47:04.460 --> 00:47:06.699
thing for that pizzeria. That's the only other

00:47:06.699 --> 00:47:08.980
one that's in my head. I would add them to team

00:47:08.980 --> 00:47:11.500
because we want to create a team hierarchy where

00:47:11.500 --> 00:47:13.880
everybody's equal. And so even if I'm the genius

00:47:13.880 --> 00:47:16.260
behind the pizza, I'm still the idiot who doesn't

00:47:16.260 --> 00:47:19.260
know how to run the place. I'm still part of

00:47:19.260 --> 00:47:21.360
the process. And if I make myself too important,

00:47:21.539 --> 00:47:23.460
then we're going to end up in a situation where

00:47:23.460 --> 00:47:25.940
absolute power corrupts absolutely. And I'm not

00:47:25.940 --> 00:47:27.340
going to create a great team environment culture.

00:47:27.579 --> 00:47:29.440
But I do love that you mentioned this, the founders

00:47:29.440 --> 00:47:33.960
aspect of it as well. But before somebody becomes

00:47:33.960 --> 00:47:39.340
a customer, what are they called? A prospect.

00:47:39.699 --> 00:47:42.980
Very good. So another avatar, because we can't,

00:47:42.980 --> 00:47:45.420
we can't, I can treat my prospects just like

00:47:45.420 --> 00:47:48.159
my customers. But that would mean that every

00:47:48.159 --> 00:47:49.980
time you come into my restaurant, instead of

00:47:49.980 --> 00:47:52.519
addressing me as a customer. I'm just going to

00:47:52.519 --> 00:47:54.599
treat you like you're some other random guest.

00:47:55.039 --> 00:47:57.420
And I'm not going to ever create a personalized

00:47:57.420 --> 00:48:00.159
relationship with you. So we call it a prospect

00:48:00.159 --> 00:48:04.219
or we call it a lead. And most businesses get

00:48:04.219 --> 00:48:06.340
trapped in this mindset of we need leads, we

00:48:06.340 --> 00:48:08.280
need leads, we're desperate for leads. And they

00:48:08.280 --> 00:48:10.420
never even develop what's going on for the customer,

00:48:10.480 --> 00:48:12.280
but they certainly never learn about all these

00:48:12.280 --> 00:48:15.300
other avatars. And so because they're so desperately

00:48:15.300 --> 00:48:18.340
high strong on impressing the leads that they

00:48:18.340 --> 00:48:21.110
want to take money from. Rather than serving

00:48:21.110 --> 00:48:23.030
those individuals and helping them have a great

00:48:23.030 --> 00:48:25.949
experience, sushi restaurants are notorious for

00:48:25.949 --> 00:48:31.269
this. As are most Indian -style restaurants.

00:48:31.590 --> 00:48:34.550
Most of them don't know how to relate with the

00:48:34.550 --> 00:48:36.449
market that doesn't understand how to behave

00:48:36.449 --> 00:48:38.829
in their restaurants. And the greatest of those

00:48:38.829 --> 00:48:41.289
restaurants, they train you. They help you understand

00:48:41.289 --> 00:48:43.750
the culture and the food and the dynamics. But

00:48:43.750 --> 00:48:46.269
if I don't know how to eat sushi, And I'm worried

00:48:46.269 --> 00:48:48.190
about, do I have to use the chopsticks? And I

00:48:48.190 --> 00:48:50.510
don't really want fish that's not cooked. If

00:48:50.510 --> 00:48:53.170
I'm worried about that experience, I'm not going

00:48:53.170 --> 00:48:54.989
to have a great experience with that brand. So

00:48:54.989 --> 00:48:58.289
preparing for prospects and leads is extremely

00:48:58.289 --> 00:49:00.289
important for getting people to feel safe and

00:49:00.289 --> 00:49:02.289
like they belong. And there's one final person.

00:49:02.369 --> 00:49:04.289
So I walk into the restaurant and I say, hey,

00:49:04.369 --> 00:49:06.670
my name is Bill. I'm with the San Antonio Express

00:49:06.670 --> 00:49:10.650
News. You guys have a new restaurant. Who can

00:49:10.650 --> 00:49:12.250
I talk to about this place and interview them?

00:49:12.250 --> 00:49:14.530
I want to feature you guys. What is that prospect

00:49:14.530 --> 00:49:18.329
or that avatar? Media and PR. Very good. So we

00:49:18.329 --> 00:49:22.849
got PR, media, press. And if that hosting member

00:49:22.849 --> 00:49:24.630
or team doesn't know what to do, they start calling

00:49:24.630 --> 00:49:26.989
the owner. Hey, hold on. Just wait. I got the

00:49:26.989 --> 00:49:29.190
owner on the phone or the owner doesn't have,

00:49:29.309 --> 00:49:31.429
you know, nobody knows where the media kit is

00:49:31.429 --> 00:49:33.349
that you need to have a media kit and how that

00:49:33.349 --> 00:49:34.969
asset works. They don't know how to do the interviews.

00:49:35.289 --> 00:49:37.530
You're going to end up lucky to be a footnote.

00:49:38.170 --> 00:49:40.289
In the San Antonio Express News, they're definitely

00:49:40.289 --> 00:49:42.250
not going to feature your brand or your business

00:49:42.250 --> 00:49:45.230
because you didn't know how to pull together

00:49:45.230 --> 00:49:47.190
the assets necessary and you didn't train your

00:49:47.190 --> 00:49:49.489
team members on. And so we have these seven different

00:49:49.489 --> 00:49:52.190
avatars that the world is ultimately ignoring,

00:49:52.449 --> 00:49:55.789
not preparing for when in reality, Michael Gerber

00:49:55.789 --> 00:49:58.329
of the E -Myth or Gina Wickman with Traction.

00:49:58.879 --> 00:50:01.099
Or Patrick Lincione in Five Dysfunctions of a

00:50:01.099 --> 00:50:03.079
Team. And all these phenomenal business leaders

00:50:03.079 --> 00:50:05.420
that have helped us. Dr. Peter Drucker with the

00:50:05.420 --> 00:50:07.340
Effective Executive tried to open our eyes to

00:50:07.340 --> 00:50:09.880
help us see there's so much more to this business

00:50:09.880 --> 00:50:11.960
stuff than the Get Rich Quick world wants you

00:50:11.960 --> 00:50:14.659
to believe. And the Get Rich Quick world is constantly

00:50:14.659 --> 00:50:16.539
telling you how easy it is, how simple, and how

00:50:16.539 --> 00:50:18.840
they're one little solution. They are selling

00:50:18.840 --> 00:50:21.460
all of you vision pros. They are trying to help

00:50:21.460 --> 00:50:23.300
you make quick gambles so that you will invest

00:50:23.300 --> 00:50:25.949
in them. So they can get an MRR monthly recurring

00:50:25.949 --> 00:50:27.710
revenue from a thousand different people. And

00:50:27.710 --> 00:50:29.929
they never have to think to truly serve your

00:50:29.929 --> 00:50:31.730
needs. But if we're going to be responsible business

00:50:31.730 --> 00:50:34.010
owners, we're going to scale. And it's so important

00:50:34.010 --> 00:50:35.769
to realize that every single one of these seven

00:50:35.769 --> 00:50:38.489
avatars. Needs different procedures, needs different

00:50:38.489 --> 00:50:40.309
resources, needs different templates, needs different

00:50:40.309 --> 00:50:41.949
training, needs different workflows, needs different

00:50:41.949 --> 00:50:43.929
pipelines, needs different email sequences. My

00:50:43.929 --> 00:50:45.369
sequences, by the way, you can't just write one

00:50:45.369 --> 00:50:47.289
email for a prospect. You have to have a series

00:50:47.289 --> 00:50:49.210
of it. Same thing for an onboarding of a client.

00:50:49.369 --> 00:50:51.170
Same thing for an onboarding of a team member.

00:50:51.389 --> 00:50:53.550
You've also got automations baked into that as

00:50:53.550 --> 00:50:55.210
well. Then you've got pipelines to build out.

00:50:55.349 --> 00:50:57.789
Pipelines from awareness all the way through

00:50:57.789 --> 00:51:00.590
loyalty. There are six different levels in relation

00:51:00.590 --> 00:51:02.889
to that. And then there's the actual marketing

00:51:02.889 --> 00:51:05.809
influence of going from awareness to wanting

00:51:05.809 --> 00:51:08.070
to purchase. If you were to multiply all those,

00:51:08.110 --> 00:51:11.690
I've got a breakdown of these, all those elements

00:51:11.690 --> 00:51:14.590
times each other, you're talking over 11 ,000

00:51:14.590 --> 00:51:19.409
variables. And if you in your own mind as a solopreneur,

00:51:19.469 --> 00:51:22.389
as the successful world calls a wantrepreneur,

00:51:22.489 --> 00:51:24.510
believes you're going to figure out how to pull

00:51:24.510 --> 00:51:28.010
that off all by yourself. One, I congratulate

00:51:28.010 --> 00:51:30.849
you. That's a level of self -assuredness I cannot

00:51:30.849 --> 00:51:35.130
possibly attain. If you do it, like hats off

00:51:35.130 --> 00:51:37.070
to you. Amazing. You're the one unicorn in the

00:51:37.070 --> 00:51:39.510
market who's able to pull it off. But three,

00:51:39.610 --> 00:51:42.170
if you have the realization that I had, oh crap,

00:51:42.369 --> 00:51:44.789
I should probably have a team of people help

00:51:44.789 --> 00:51:49.289
me stuff out. Maybe I don't know as much as I

00:51:49.289 --> 00:51:51.460
think I know. And maybe I need other people to

00:51:51.460 --> 00:51:54.000
help me. My hope is that you will use this as

00:51:54.000 --> 00:51:56.099
a gift. I hope you've mapped it out and thought

00:51:56.099 --> 00:51:57.659
through what do we do as a team. You can use

00:51:57.659 --> 00:51:59.380
this on your own. You do not have to work with

00:51:59.380 --> 00:52:01.219
me in order to unpack that. You can ask Chad

00:52:01.219 --> 00:52:03.559
GPT as well to take what I just said and try

00:52:03.559 --> 00:52:05.920
to build out something for it. But my hope is

00:52:05.920 --> 00:52:08.079
to inspire more entrepreneurs, more visionaries

00:52:08.079 --> 00:52:10.699
to realize that you have seven relationships,

00:52:10.940 --> 00:52:13.940
types of relationships that if you plan for and

00:52:13.940 --> 00:52:15.719
you start preparing for and you start automating

00:52:15.719 --> 00:52:18.289
around, it will save yourself time. You will

00:52:18.289 --> 00:52:20.389
create income for yourself. You will create a

00:52:20.389 --> 00:52:22.170
stability for yourself. Nobody else has. Angela,

00:52:22.250 --> 00:52:24.130
have you ever heard these seven avatars talked

00:52:24.130 --> 00:52:26.010
about? Do you have any additions to it or any

00:52:26.010 --> 00:52:28.489
thought process on? Is this just crazy and overwhelming

00:52:28.489 --> 00:52:31.730
and confusing and wrong? Or does that make a

00:52:31.730 --> 00:52:35.619
lot of sense? And I'm obviously in my world,

00:52:35.639 --> 00:52:37.860
they're called stakeholders as opposed to avatar.

00:52:38.139 --> 00:52:40.800
And they are the kind of fundamental types of

00:52:40.800 --> 00:52:42.780
people that you interact with within a business

00:52:42.780 --> 00:52:45.119
environment. So, yes, I'm aware of them from

00:52:45.119 --> 00:52:47.440
a stakeholder perspective, but not in the context

00:52:47.440 --> 00:52:50.739
of marketing as you've applied it. For me, when

00:52:50.739 --> 00:52:55.099
I use the words client avatar, the version that

00:52:55.099 --> 00:52:59.099
kind of I. more familiar with is a singular one

00:52:59.099 --> 00:53:01.960
where you really go into the detail of the preferences

00:53:01.960 --> 00:53:05.400
the needs the wants the desires the pain points

00:53:05.400 --> 00:53:09.039
the you know this the 28 years eight years years

00:53:09.039 --> 00:53:10.599
old and they're called jimmy and they live in

00:53:10.599 --> 00:53:13.219
san francisco and they that type of avatar so

00:53:13.219 --> 00:53:14.519
you're really building out the understanding

00:53:14.519 --> 00:53:16.400
of the type of person that you're trying to attract

00:53:16.400 --> 00:53:18.420
so that then you niche down and then you focus

00:53:18.420 --> 00:53:20.639
all of your marketing efforts and then you end

00:53:20.639 --> 00:53:23.840
up with a thousand gimmies But then you end up

00:53:23.840 --> 00:53:25.920
with a thousand of that one tiny avatar come

00:53:25.920 --> 00:53:27.960
your way, but you've only got the ability to

00:53:27.960 --> 00:53:29.599
provide for four, even though you thought you

00:53:29.599 --> 00:53:31.940
could provide for 400 of them. Now you don't

00:53:31.940 --> 00:53:34.820
have to attract more jimmies. You have to figure

00:53:34.820 --> 00:53:37.360
out, well, what am I supposed to do? And nobody's

00:53:37.360 --> 00:53:39.340
talking about these other avatars. So stakeholder

00:53:39.340 --> 00:53:42.099
wise, you said you, you let, did you have all

00:53:42.099 --> 00:53:44.619
seven of these labeled out as stakeholders or

00:53:44.619 --> 00:53:46.659
are there any of these levels that didn't fall

00:53:46.659 --> 00:53:49.750
in your stakeholder process? No, I think they're

00:53:49.750 --> 00:53:51.289
all in there. There's other stakeholders as well

00:53:51.289 --> 00:53:55.329
from a business perspective. We've talked about

00:53:55.329 --> 00:53:56.849
investors in your business, but other stakeholders

00:53:56.849 --> 00:53:59.110
would be like the government or legislators or

00:53:59.110 --> 00:54:01.030
things like that. So they are also people who

00:54:01.030 --> 00:54:03.389
have an influence on your business. But stakeholders

00:54:03.389 --> 00:54:06.110
are different to avatars in this sense because

00:54:06.110 --> 00:54:09.010
maybe the government will buy from your business.

00:54:09.829 --> 00:54:12.769
On the government side, I'll add that as an eighth

00:54:12.769 --> 00:54:15.809
avatar. That makes sense. What else did you have

00:54:15.809 --> 00:54:17.739
as stakeholders? What was the other one? Oh,

00:54:17.739 --> 00:54:19.380
legislators. I think I said like regulators,

00:54:19.400 --> 00:54:23.159
because in your industry, if you know, you could

00:54:23.159 --> 00:54:24.940
be, you talked about monthly recurring revenue,

00:54:24.980 --> 00:54:27.639
talks about revenue in your business, sustainable

00:54:27.639 --> 00:54:29.880
revenue. You could have all of these great, great

00:54:29.880 --> 00:54:31.619
bright ideas or something that you want to build

00:54:31.619 --> 00:54:33.679
out. But if there's a new regulation coming in

00:54:33.679 --> 00:54:35.780
or a new legislation coming in, it might prevent

00:54:35.780 --> 00:54:38.579
you from doing it. So understanding the needs

00:54:38.579 --> 00:54:40.659
of those individuals is actually quite important.

00:54:41.360 --> 00:54:43.239
One of my favorite things about what you just

00:54:43.239 --> 00:54:46.000
did is you didn't just validate the seven. you

00:54:46.000 --> 00:54:49.059
added another layer so this is even harder than

00:54:49.059 --> 00:54:52.239
jackson's trying to simplify it down too good

00:54:52.239 --> 00:54:54.340
you were able to add one layer and i'm going

00:54:54.340 --> 00:54:56.079
to use that so there are eight avatar layers

00:54:56.079 --> 00:54:58.260
is there another layout of stakeholders that

00:54:58.260 --> 00:55:04.739
that is being overlooked i don't see one i assume

00:55:04.739 --> 00:55:07.260
no the only i mean just like franchise isn't

00:55:07.920 --> 00:55:09.300
franchisees and stuff like that. We talked about

00:55:09.300 --> 00:55:11.880
investors, but franchisees will be people who

00:55:11.880 --> 00:55:13.539
you're trying to replicate all of those standards

00:55:13.539 --> 00:55:16.900
and protocols and licensing and templates and

00:55:16.900 --> 00:55:19.420
tools that you referenced, the playbooks. Well,

00:55:19.440 --> 00:55:22.039
depending on their level, right, of where they're

00:55:22.039 --> 00:55:24.280
at with things, that would either fall under

00:55:24.280 --> 00:55:27.679
vendors and distributors or team or potentially

00:55:27.679 --> 00:55:30.340
investors, right? It depends on the asset level.

00:55:30.900 --> 00:55:33.760
But I can see that as somebody that you might

00:55:33.760 --> 00:55:36.739
consult with or build with. And so that's awesome.

00:55:37.050 --> 00:55:39.610
Well, good. Then those of you listening in, the

00:55:39.610 --> 00:55:42.150
nice thing is we have a 25 -year veteran in business

00:55:42.150 --> 00:55:47.010
who was able to add a layer to our avatars. And

00:55:47.010 --> 00:55:52.369
for the other seven layers, what percentage of

00:55:52.369 --> 00:55:53.690
businesses that you've worked with have done

00:55:53.690 --> 00:55:56.110
a phenomenal job of building procedures, resources,

00:55:56.230 --> 00:55:58.929
templates, workflows, pipelines, emails for all

00:55:58.929 --> 00:56:02.809
seven of those? And it's not even it's not even

00:56:02.809 --> 00:56:04.949
avatar based in terms of the volume that how

00:56:04.949 --> 00:56:07.429
many kind of do that. A lot of entrepreneurs

00:56:07.429 --> 00:56:09.409
and business owners that I work with, they don't

00:56:09.409 --> 00:56:12.150
like processes and standards and structure. They

00:56:12.150 --> 00:56:14.829
like flying by the seat of the pants and, you

00:56:14.829 --> 00:56:18.389
know, navigating the course of change. No, they

00:56:18.389 --> 00:56:20.550
like it and they embrace that. And that's the

00:56:20.550 --> 00:56:23.030
world that they love operating in. And then I

00:56:23.030 --> 00:56:24.650
come in and I always talk about simplifying the

00:56:24.650 --> 00:56:27.420
complex. Because I try to simplify all those

00:56:27.420 --> 00:56:30.139
ideas that you have instead of having 15 things

00:56:30.139 --> 00:56:31.800
that you do at the same time. Let's simplify

00:56:31.800 --> 00:56:33.820
that. So you're actually making tangible impact.

00:56:34.280 --> 00:56:36.199
You're getting the right resources and team behind

00:56:36.199 --> 00:56:39.880
you to deliver on the things. It really intrigues

00:56:39.880 --> 00:56:41.559
me. The ones who are flying by the seat of their

00:56:41.559 --> 00:56:44.139
pants because they like that. Yeah. How many

00:56:44.139 --> 00:56:46.460
of those ones have made it to the 10 year mark

00:56:46.460 --> 00:56:48.980
and are thriving, not just surviving? What percentage

00:56:48.980 --> 00:56:51.730
would you say? A high percentage, and I think

00:56:51.730 --> 00:56:54.630
it's because a lot of them have got ADHD. I've

00:56:54.630 --> 00:56:56.889
got to ask you, for our audience's sake, you

00:56:56.889 --> 00:57:00.849
get to provide the resource of proof. I'm serious,

00:57:01.110 --> 00:57:04.349
because if there's not public proof for that

00:57:04.349 --> 00:57:06.489
reality, then I can't trust it. I can't take

00:57:06.489 --> 00:57:09.070
that. What I will provide is on my side. I said

00:57:09.070 --> 00:57:12.010
I don't know any, but that's not true. Laserway,

00:57:12.269 --> 00:57:17.369
SpyTech Inc., Dr. Eric Byrd, Lewis Howes, Michael

00:57:17.369 --> 00:57:20.380
Hyatt, T. Harv Eichert. These are all entities

00:57:20.380 --> 00:57:23.820
that somehow, geniusly, were able to uncover

00:57:23.820 --> 00:57:27.659
the reality of the needs for these opportunities

00:57:27.659 --> 00:57:29.719
because there's no way they would have been able

00:57:29.719 --> 00:57:32.139
to scale. If they had to constantly reinvent

00:57:32.139 --> 00:57:33.780
the wheel or the team had to constantly reinvent

00:57:33.780 --> 00:57:36.320
the wheel for all the messaging they get from

00:57:36.320 --> 00:57:38.880
all these types of people, they may have weaknesses

00:57:38.880 --> 00:57:42.699
in relation to some categories. Like I know Dr.

00:57:42.880 --> 00:57:44.780
Berg, as far as I know up until now, he's not

00:57:44.780 --> 00:57:47.960
scaling a big team. So I have a feeling his resources

00:57:47.960 --> 00:57:51.239
for team development are probably less than his

00:57:51.239 --> 00:57:53.380
resources for his existing customers who absolutely

00:57:53.380 --> 00:57:59.119
love him. But I can't think of too many of those

00:57:59.119 --> 00:58:02.480
individuals that are thriving past the 10 -year

00:58:02.480 --> 00:58:05.760
mark that are like, oh my gosh, I can't wait

00:58:05.760 --> 00:58:07.980
to fly by the seat of my pants today and not

00:58:07.980 --> 00:58:12.510
know what I'm doing. Well, to spar back the context

00:58:12.510 --> 00:58:16.110
around that is because of two things. One is

00:58:16.110 --> 00:58:18.670
that they get the dopamine hit from operating

00:58:18.670 --> 00:58:20.869
like that, but they've normally found an amazing

00:58:20.869 --> 00:58:22.869
partner who they work with, who does all of the

00:58:22.869 --> 00:58:25.110
behind the scenes processes and standards in

00:58:25.110 --> 00:58:27.010
there. It's actual clients, so I don't really

00:58:27.010 --> 00:58:31.050
want to say people's names. But they are people

00:58:31.050 --> 00:58:36.909
who... They like to operate in that crazy world.

00:58:37.010 --> 00:58:40.250
They like to operate as the flying by the seat

00:58:40.250 --> 00:58:42.630
of the pants because they are so visionary. But

00:58:42.630 --> 00:58:44.289
the reason why they can operate like that and

00:58:44.289 --> 00:58:45.949
bring all of this knowledge and bring all this

00:58:45.949 --> 00:58:47.510
energy actually into the business is because

00:58:47.510 --> 00:58:49.730
they work with someone hand in hand who then

00:58:49.730 --> 00:58:52.150
does all of the processes, procedures, compliance

00:58:52.150 --> 00:58:54.710
systems and all of that type of stuff. So then

00:58:54.710 --> 00:58:57.250
you find your effective partner who enables you

00:58:57.250 --> 00:58:59.809
to still continue to be like that. That's the

00:58:59.809 --> 00:59:01.849
type of conditions when they've got that backup

00:59:01.849 --> 00:59:04.900
behind them. But the other side that I see is

00:59:04.900 --> 00:59:07.639
the business is thriving, but they're burnt out.

00:59:07.760 --> 00:59:09.519
So the business is still here 10 years down the

00:59:09.519 --> 00:59:11.860
line, to answer your question before, but they

00:59:11.860 --> 00:59:14.420
are burnt out. And it's at that point when they

00:59:14.420 --> 00:59:16.179
normally kind of come to me and then I can help

00:59:16.179 --> 00:59:18.659
them to not be burnt out but still have a great

00:59:18.659 --> 00:59:20.880
business. So there are caveats to what I just

00:59:20.880 --> 00:59:24.139
said. You either need the partner or you need

00:59:24.139 --> 00:59:26.119
to have something that's going to support you

00:59:26.119 --> 00:59:28.280
from not burning out, from operating at that

00:59:28.280 --> 00:59:31.820
high dopamine, high CT. I love that. That's been

00:59:31.820 --> 00:59:33.500
the challenge that I've seen too with, you know,

00:59:33.519 --> 00:59:35.500
Wickman's theory on US and the integrator is

00:59:35.500 --> 00:59:37.920
that out of all the relationships I've seen that

00:59:37.920 --> 00:59:41.360
do that, yes, that person can thrive on that

00:59:41.360 --> 00:59:43.639
dopamine and that energy, but there's almost

00:59:43.639 --> 00:59:45.539
always somebody they're abusing in the process

00:59:45.539 --> 00:59:48.639
to take care of all the integrated details. Very

00:59:48.639 --> 00:59:51.380
rarely do those people actually have a sense

00:59:51.380 --> 00:59:53.960
of like gratitude. And a sense of full appreciation

00:59:53.960 --> 00:59:56.719
of the team members that they're moving forward

00:59:56.719 --> 00:59:59.639
with. And I just, I don't want to be that type

00:59:59.639 --> 01:00:02.239
of visionary. And I don't want to, there's another

01:00:02.239 --> 01:00:03.820
great movie on that, now that you mentioned it

01:00:03.820 --> 01:00:06.840
too, called The Aviator with Leonardo DiCaprio.

01:00:07.280 --> 01:00:10.539
And that movie exposes this exact reality we're

01:00:10.539 --> 01:00:13.449
talking about. He was literally sacrificing people's

01:00:13.449 --> 01:00:16.409
lives trying to get the aviation industry to

01:00:16.409 --> 01:00:18.130
move forward. And there are people dying and

01:00:18.130 --> 01:00:20.050
he did not care about other people's opinions.

01:00:20.210 --> 01:00:22.409
And he just kind of moved. He's like the poster

01:00:22.409 --> 01:00:24.690
child of the extreme side. And so I don't mean

01:00:24.690 --> 01:00:27.489
to say that everybody who operates that way is

01:00:27.489 --> 01:00:31.349
a direct reflection of the gentleman who ran

01:00:31.349 --> 01:00:34.389
that. But I think it's very wise for us as visionaries

01:00:34.389 --> 01:00:37.570
to think through what type of leader do I want

01:00:37.570 --> 01:00:39.690
to be known for in the process? What's all my

01:00:39.690 --> 01:00:42.280
legacy to be? Do I want to go down? as the next

01:00:42.280 --> 01:00:45.300
aviator um you know who kind of punishes and

01:00:45.300 --> 01:00:48.880
is cruel to individuals in the process or do

01:00:48.880 --> 01:00:52.460
i want to have a stronger balance um you know

01:00:52.460 --> 01:00:56.639
and one where my team members 10 15 years when

01:00:56.639 --> 01:01:00.059
we're talking about growth are able to honor

01:01:00.059 --> 01:01:01.920
the type of environment i was able to create

01:01:01.920 --> 01:01:05.059
for those that i worked with and um so visionaries

01:01:05.059 --> 01:01:07.320
that's where i lean towards that's my bias my

01:01:07.320 --> 01:01:10.409
bias is i want a team that loves me And I want

01:01:10.409 --> 01:01:12.510
to know that I've done everything I can for my

01:01:12.510 --> 01:01:14.230
team as well as for the market in the process.

01:01:14.489 --> 01:01:18.369
And what transpires typically with that is the

01:01:18.369 --> 01:01:21.150
reason why the movie The Aviator is so cool and

01:01:21.150 --> 01:01:24.630
so dramatic and so like attractive is because

01:01:24.630 --> 01:01:27.849
he's like the one exception who made it successfully

01:01:27.849 --> 01:01:29.949
to that area where it's going to be hard to make

01:01:29.949 --> 01:01:32.250
a movie about it. Whereas most people who attempt

01:01:32.250 --> 01:01:35.789
life that way never make the history books and

01:01:35.789 --> 01:01:38.610
they're never worth talking about. burning their

01:01:38.610 --> 01:01:41.329
own legacy to the ground in the process. And

01:01:41.329 --> 01:01:45.389
so branding, growth, priorities. At the end of

01:01:45.389 --> 01:01:47.329
the day, my friends, your priorities will come

01:01:47.329 --> 01:01:49.329
through your own prayer, your own meditation,

01:01:49.409 --> 01:01:52.369
and what it is that you want to look at and how

01:01:52.369 --> 01:01:53.869
you may want to move things forward. Angela,

01:01:54.050 --> 01:01:56.349
I love that you started me on this. I'm super

01:01:56.349 --> 01:01:58.590
grateful for your thoughts on personal branding

01:01:58.590 --> 01:02:02.659
and what we're able to uncover for people. in

01:02:02.659 --> 01:02:05.800
terms of the eight avatars as well and the new

01:02:05.800 --> 01:02:07.840
gift of the eighth level that you added to that.

01:02:08.440 --> 01:02:10.420
Would you like to share any final thoughts of

01:02:10.420 --> 01:02:13.739
wisdom for those who are listening today? My

01:02:13.739 --> 01:02:15.639
final thoughts of wisdom are around just coming

01:02:15.639 --> 01:02:17.420
back on what you were just saying, actually,

01:02:17.460 --> 01:02:20.159
around the flying by the seat of the pants and

01:02:20.159 --> 01:02:21.699
the kind of visionary lead. That's me as well.

01:02:21.760 --> 01:02:25.239
I am quite visionary. I like the imagination,

01:02:25.280 --> 01:02:27.619
creativity. I like all of that, coming up with

01:02:27.619 --> 01:02:29.260
new opportunities, building new relationships.

01:02:30.090 --> 01:02:32.010
But it's like me and my husband. If you think

01:02:32.010 --> 01:02:33.349
of the book that we were just talking about with

01:02:33.349 --> 01:02:35.050
traction and the visionary and the integrator

01:02:35.050 --> 01:02:37.510
and we talk about Disney in the book, it's also

01:02:37.510 --> 01:02:39.429
in your personal life as well that you need that

01:02:39.429 --> 01:02:42.710
partner who is the stability. So if you are the

01:02:42.710 --> 01:02:44.989
visionary person like I am, my husband would

01:02:44.989 --> 01:02:47.250
be the integrator using that book as the method

01:02:47.250 --> 01:02:50.030
because I can go off and do all of these things

01:02:50.030 --> 01:02:52.389
to build our life and build all these new opportunities

01:02:52.389 --> 01:02:54.329
in our life. But I wouldn't be able to do that

01:02:54.329 --> 01:02:57.119
if he wasn't the one sorting out. everything

01:02:57.119 --> 01:02:59.500
else you know he does everything to keep our

01:02:59.500 --> 01:03:02.099
family stable so I might be the one booking the

01:03:02.099 --> 01:03:03.739
holidays or looking at the next thing that we're

01:03:03.739 --> 01:03:05.440
going to be doing but he's the one who's making

01:03:05.440 --> 01:03:07.320
sure we've got bread and milk and you know the

01:03:07.320 --> 01:03:09.719
kids are fed and they've got the school lunch

01:03:09.719 --> 01:03:11.739
box packed for school and all that type of stuff

01:03:11.739 --> 01:03:14.219
I don't do any of that stuff because I do this

01:03:14.219 --> 01:03:16.679
and he does this it's the same in business you

01:03:16.679 --> 01:03:18.539
have to have that partner who you implicitly

01:03:18.539 --> 01:03:22.059
trust and also who value the contribution that

01:03:22.059 --> 01:03:24.880
you're making because if he didn't value me doing

01:03:24.880 --> 01:03:26.840
that and I didn't value him doing that A, the

01:03:26.840 --> 01:03:28.880
marriage would break down, but businesses break

01:03:28.880 --> 01:03:30.960
down because of the same reasons because they

01:03:30.960 --> 01:03:33.000
just don't see the valuable contribution. So

01:03:33.000 --> 01:03:37.099
that was my closing thoughts. Okay. That's just

01:03:37.099 --> 01:03:41.480
huge wisdom all around on it. I want to be able

01:03:41.480 --> 01:03:43.559
to honor all of it because these are the things

01:03:43.559 --> 01:03:46.760
that took me too many years, my friends, to figure

01:03:46.760 --> 01:03:49.559
out and to fully pull together and realize how

01:03:49.559 --> 01:03:53.460
it all comes together. So while I love that you

01:03:53.460 --> 01:03:56.239
condition the reality that The people who fly

01:03:56.239 --> 01:03:58.699
by the seat of their pants benefit from having

01:03:58.699 --> 01:04:01.599
a team that they appreciate. And vice versa,

01:04:01.639 --> 01:04:03.559
the team has to appreciate the reality of the

01:04:03.559 --> 01:04:06.500
strengths that you bring to the table. And to

01:04:06.500 --> 01:04:09.820
be fair for all of us, all of us in some form

01:04:09.820 --> 01:04:11.719
or fashion fly by the seats of our pants in life.

01:04:11.880 --> 01:04:15.320
We're all spontaneous creatures. Nobody just

01:04:15.320 --> 01:04:19.119
comes out routinely brushing their teeth. There's

01:04:19.119 --> 01:04:22.280
processes that exist. And so I do want to caution

01:04:22.280 --> 01:04:24.750
on both sides. I know you well enough already,

01:04:24.929 --> 01:04:27.369
Angela, to know that while you fly by the seat

01:04:27.369 --> 01:04:29.050
of your pants in some areas, you're extremely

01:04:29.050 --> 01:04:32.269
pragmatic. Oh, yeah. About a lot of balance.

01:04:32.429 --> 01:04:36.010
Yeah, you have. Exactly. You have built that

01:04:36.010 --> 01:04:38.329
incredible balance. And so whether it's waiting

01:04:38.329 --> 01:04:40.730
to get your logo and branding in place for five

01:04:40.730 --> 01:04:42.630
years, deciding having the discipline nature

01:04:42.630 --> 01:04:44.070
of knowing I'm going to do this and I don't need

01:04:44.070 --> 01:04:46.489
that. That is not fine by a seat of your pants.

01:04:46.730 --> 01:04:50.610
That's preparing methodically. to prioritize

01:04:50.610 --> 01:04:53.429
on. And so again, I don't mean to challenge your

01:04:53.429 --> 01:04:56.510
identity as much as recognizing that the actions

01:04:56.510 --> 01:04:59.530
that you take while you, you probably do a lot

01:04:59.530 --> 01:05:01.849
of great things by the seat of your pants. You're

01:05:01.849 --> 01:05:04.130
also really, really responsible in how you build

01:05:04.130 --> 01:05:06.429
too. And then I've got the vice versa going on.

01:05:06.690 --> 01:05:08.829
But there's a reason for that for me. And that's

01:05:08.829 --> 01:05:11.030
because I massively burnt out by continuing to

01:05:11.030 --> 01:05:13.469
be the fly at the seat of the pants. So now I

01:05:13.469 --> 01:05:15.389
have to have discipline on myself. Otherwise,

01:05:15.510 --> 01:05:18.130
I know I will end up burnt out again. So it's

01:05:18.130 --> 01:05:20.070
from going through trauma, basically, that's

01:05:20.070 --> 01:05:22.170
made me completely change my style. So now I

01:05:22.170 --> 01:05:25.489
really value structure and I really value discipline

01:05:25.489 --> 01:05:28.420
and process. But I still also really enjoy this

01:05:28.420 --> 01:05:32.219
world, the visionary and the thing. But I think

01:05:32.219 --> 01:05:34.179
I've become actually quite a balanced person

01:05:34.179 --> 01:05:36.300
over these last five years post that burnout

01:05:36.300 --> 01:05:38.480
because I've recognized I can't operate only

01:05:38.480 --> 01:05:40.840
in that world. So I've become my own kind of

01:05:40.840 --> 01:05:42.800
balancing act. But my husband makes it even more

01:05:42.800 --> 01:05:45.760
balanced because he is the ultimate stability

01:05:45.760 --> 01:05:47.900
and all of that stuff. And that's never really

01:05:47.900 --> 01:05:51.829
going to be me. Huge. And that's hopefully what

01:05:51.829 --> 01:05:54.269
we've just gifted to the future visionaries who

01:05:54.269 --> 01:05:56.070
are listening to this is the ability to realize,

01:05:56.230 --> 01:05:59.769
dang, okay, maybe I can learn from their experiences

01:05:59.769 --> 01:06:02.869
on this and start to achieve that from the get

01:06:02.869 --> 01:06:04.710
-go or from the point that you're at. So Vision

01:06:04.710 --> 01:06:06.329
Pros, if you've got anything else to add, if

01:06:06.329 --> 01:06:08.289
you've got any comments, any questions that you

01:06:08.289 --> 01:06:10.329
have, feel free to drop those in the chat. Of

01:06:10.329 --> 01:06:12.730
course, I highly recommend catching up with Angela

01:06:12.730 --> 01:06:15.909
Hodgson and seeing what she's up to with Ignite

01:06:15.909 --> 01:06:17.670
Improvement and seeing how she might be able

01:06:17.670 --> 01:06:19.750
to help your brand. I know. i will be doing the

01:06:19.750 --> 01:06:22.050
same um as long as she's able to tolerate my

01:06:22.050 --> 01:06:24.969
my contrarian nature of oh wait i want to look

01:06:24.969 --> 01:06:29.550
at this too being a phenomenal ally by our side

01:06:29.550 --> 01:06:32.130
as we continue to build back to that avatar of

01:06:32.649 --> 01:06:35.170
strategic partners, vendors. I'm always looking

01:06:35.170 --> 01:06:37.989
for and open to who else can I find? How can

01:06:37.989 --> 01:06:39.829
we include? How can we create a win -win? How

01:06:39.829 --> 01:06:42.130
can we produce more results together than apart?

01:06:42.329 --> 01:06:44.070
And Vision Pros, that includes you. We'd be happy

01:06:44.070 --> 01:06:45.650
to get to know you. And at the top right corner

01:06:45.650 --> 01:06:47.449
of the screen, you'll see a button that says

01:06:47.449 --> 01:06:49.230
Be Our Guest. If you'd like to come share your

01:06:49.230 --> 01:06:51.829
vision with us, please do. We'd love to see how

01:06:51.829 --> 01:06:53.510
you're impacting the world. We'll see you guys

01:06:53.510 --> 01:06:54.889
all in the next episode of Vision Pros Live.

01:06:55.210 --> 01:06:58.030
Thanks, everyone. Thank you for being here today.

01:06:58.210 --> 01:06:59.969
I'm really happy that you tuned in to Vision

01:06:59.969 --> 01:07:02.590
Pros Live. I'm looking forward to seeing your

01:07:02.590 --> 01:07:05.389
reactions as these episodes continue to move

01:07:05.389 --> 01:07:07.329
forward. This is going to get more and more fun.

01:07:07.349 --> 01:07:09.210
We'll have more and more engagement as well.

01:07:09.250 --> 01:07:11.170
We'll invite people to participate in the show.

01:07:11.289 --> 01:07:13.329
And thank you for giving us your time and attention.

01:07:13.630 --> 01:07:16.250
Have an excellent time building out your vision

01:07:16.250 --> 01:07:17.610
and becoming a vision pro yourself.