Categories
Podcast

The WHY Of Contribute: Why Life Is Not About You With David Mansilla

BYW 48 | WHY Of Contribute

 

Whether we’re at our highest highs or lowest lows, we can always find lessons that will help not only our journeys but also others. This episode’s guest is especially passionate about extending his success to others, using his experiences to guide entrepreneurs to reach their full potential. Rightly so, because he moves through life with the WHY of Contribute. Joining Dr. Gary Sanchez is David Mansilla, the founder and CEO of ISU Corp, a custom software solutions company with clients ranging from start-ups to multi-million-dollar conglomerates. In this conversation, he shares with us his story from software consultant to starting his own company, bootstrapping, and growing it. David’s success was never without its own challenges, though. He almost went bankrupt multiple times. But this experience taught him the importance of his why. Tune in as David tells us more about the lessons he learned in his journey, not only to find success but also fulfillment.

Watch the episode here

 

Listen to the podcast here

 

The WHY Of Contribute: Why Life Is Not About You With David Mansilla

I have a fascinating interview for you. His name is David Mansilla. He owns ISU Corp, which is a high-tech IT company. We don’t talk much about IT. We dive more into his life, which is fascinating, the very high highs and the very low lows, the cycle that he goes through throughout the years, what he learned on that journey of being at the top of the mountain and being at the bottom of the valley, and where he is now. You are going to find it fascinating. There will be a lot of great takeaways for you and things that you can use in your own life. I’m excited for you to hear about David Mansilla.

In this episode, we are going to be talking about the why of contribute, to contribute to a greater cause, add value, and have an impact on the lives of others. If this is your why, then you want to be part of a greater cause, something that is bigger than yourself. You don’t necessarily have to be the face of the cause, but you want to contribute in a meaningful way.

You love to support others and you relish the success that contributes to the greater good of the team. You see group victories as personal victories. You are often behind the scenes looking for ways to make the world better. You make a reliable and committed teammate and you often act as the glue that holds everyone else together. You use your time, money, energy, resources, and connections to add value to other people and organizations.

I have got a great guest for you. His name is David Mansilla. He is the Founder and CEO of ISU Corp, a custom software solutions company with clients ranging from startups to multimillion-dollar conglomerates like General Electric and Hines. It is located in Canada’s Silicon Valley. ISU Corp increases entrepreneurs’ net profits with exceptional custom software solutions.

They have been granted many awards such as the Best Innovative High-Tech Enterprise Software Company of the Year from Global 100 and ACQ-5’s Game-changer of the Year. David is passionate about inspiring others. A priority in his life is sharing his experiences in hopes of encouraging a new generation of entrepreneurs to reach their full potential.

David is the host of the Break Free Podcast where he invites a diverse set of guests to bring audiences valuable knowledge on living on their own terms, whether it’s professionally or personally. David is also a number one international bestselling author for his book, Breaking Out of Corporate Jail. David, welcome to the show.

Thank you for having me. It’s a pleasure to be here.

This is going to be great. David, where are you and where are you from?

I live in Toronto, Canada. I have been there for many years. I was born in Guatemala, which is a country in Central America, but South to Mexico. If you position yourself in Central America North border to Mexico on the North.

What was it like for you growing up in Guatemala? How long were you there, and then when did you move out of Guatemala?

I was there for nineteen years. It was a very tough childhood. The country was in the middle of a 36-year-old war. In small countries is where the Cold War was fact. It was capitalism against communism, and thank God capitalism won in Guatemala, but it was a horrible war. The city wasn’t as bad as the countryside, but it wasn’t uncommon to see houses getting bombed with a tank and people getting shot on the streets by different groups, either by the guerrillas or by the army. That’s how I grew up.

I’m living in the US. I can’t even imagine that. How old were you when all of that was going on?

I was born in 1972. The war started in the mid-‘60s. You know the Missile Crisis. When was the Cuban Missile Crisis? That’s when everything got hot in Latin America after that crisis, but I was a baby. My dad used to take me to the school that I was in. It was a Catholic school that was attached to the cathedral, the main church in the whole country, and it’s beside this national palace because it’s a Spanish country.

There is a national square, and then you have the palace on the side, you have the cathedral on the side. You have one of the best Catholic schools in the country, and so I was there. My dad had to come and pick me up at least three times when war broke out in the palace. Under bullets, we have to escape. By then, I was 10 or 11 years old.

How did having a war going on affect your schooling, your childhood, and your ability to have sports? What was it like growing up at that time?

Tough, but you are a kid and your parents tend to shield you from what’s going on. Honestly, if you ask me, I didn’t think I had it that bad until I went back and realized that it was pretty bad. To give you an idea, my older brother died in the war. He was a volunteer firefighter. He saw something he shouldn’t see. He told us about it, and a week later, he disappeared. Since then, he never showed up again. My dad looked for him for years. My dad had good friends in the Army, so they were flying with helicopters all over the country, and we could never find him. It was real.

Did you have sporting events?

It was normal. Like I said, most of the heavy fighting was in the mountains. Sometimes the guerrillas will have little cells that will bring chaos to the city, but that was the exception. Usually, it was in the mountains. That’s what the heavy fighting was.

What were you like in high school? Were you into sports, acting, or computer? What were you like?

Since my brother disappeared, my dad encouraged me to join a military school to become an official in the Army. I went to military school for two years. I wanted to become a firefighter for the army. I didn’t care about the Army. I wanted to become an airplane pilot. That was my desire. My dad took advantage and said, “It’s better to be a trained official than getting killed as your brother got killed with no training.”

I joined the Army for two years, and that gave me amazing skills and incredible insight into discipline. My teenage years were marked by my military training. I thank God for that because I attribute most of my success in life thanks to that discipline. It’s funny. When you come to a country like this like Guatemala, even in this modern age where there is a rule of law and democracy, it has been here for many years.

Schools are more disciplined than North American schools. Kids cannot wear long hair and they have to wear a uniform, and it’s good. I see the difference. If you don’t teach kids discipline, you are getting them a tougher life. When they become adults, their life is ten times tough because they don’t know how to go through something that they don’t want to do, but they have to do. Isn’t life like that?

BYW 48 | WHY Of Contribute
WHY Of Contribute: If you don’t teach kids discipline, they will have a tougher life. When they become adults, their life is ten times tough because they don’t know how to go through something that they don’t want to do, but they have to do.

 

I agree with you. That’s a good point. You have gotten to see both sides. You graduate from high school in Guatemala. Did you stay in Guatemala or did you leave after that?

While I was in military school, back then, to graduate, you had to pass this crazy typewriting exam, and I could never pass it. I wasn’t fast enough. Every time I did a mistake, I had to start the page all over again. I was so frustrated. By then, my dad had already bought a computer, an Apple IIe, believe it or not. It was an Apple that was text-based without a mouse. People don’t even know that they existed, but my dad had one of those. My uncle was a Senior VP of the computer department for a large bank in the country. At a family gathering, I was explaining how frustrated I was with this typewriter.

My uncle told me to come to his office during the week. I went to his office and he showed me how he was using a text editor in a mainframe computer and how he could make mistakes and push a button and print the letter. I’m like, “This is incredible. I want this.” That was the beginning of me falling in love with Computer Science.

Right after military school, my dad put me in the best computer science school in town, which turned out to be the best Math and Physics school in town, and that’s how I got my first Computer Science degree. As soon as I graduated from that, in that school I met my wife who became my sweetheart. We got married, got a kid, and moved to Canada when I was in my early twenties.

Why Canada?

I wanted to continue my schooling. My brother had come to Canada already for his degree in Commerce and Business. It’s funny because I’m in Canadian Technology Triangle, and this is where the best Computer Science universities in the country are. It happens also that our version of Harvard Business School is also in this town. My brother went to that university. I landed there and had three of the best universities in the whole country for Computer Science, so I did my second degree there.

Now, you are done with your Computer Science degree. Now, what happens to you?

I thought I was going to start my own business right after college. I’m like, “I’m going to become a software consultant.” I always fell in love with software automation since I started learning how to write software. In Guatemala, before I came, I was hired to build a payroll system. We are talking about 1988 to 1989. My best friend from university and I wrote a payroll system. They put it in production and they automated it. Running payroll by hand for 300 employees took a week. We made it in four hours. That was the first thing that I did professionally as a computer scientist.

Right after graduating in Canada, I thought I could do my own business. This is 1995 or 1994, the Canadian government saw the internet coming as something new. They had a problem for technologists that were graduating to give them a Canadian-backed loan from one of the banks to promote people to start their own businesses.

I took advantage, I applied, and they gave me a one-year fast-forward MBA paid by the government. After graduating from that program, I got a loan and almost went bankrupt two years after that. I spent the whole loan plus thousands of dollars on my credit card. My wife was sustaining the home. I had two kids back then. I was like, “I have to do something.”

Nobody will trust me with computer software. I turned to creating computers. I started assembling computers. We were doing pretty well until it started to go bad when I had to respect all the warranties. I was making a 5% profit, but then after a year, people will come back, and with one little change, the whole profit will go away, even though I was selling thousands of computers. Little did I know though that my company had a reputation because I had a lot of clients.

One time, a student that was working for me in the summer fell in love with the business and his dad was a very wealthy man. Out of the blue, I wasn’t even thinking of selling. I was thinking of closing. His dad came and said, “I want to buy your business. How much do you want for it?” I gave him the exact amount that I owed. I said, “I just want the government money and I want my credit cards paid off.” I gave him the whole number. He brought his checkbook and says, “Are you sure?” I’m like, “Yes, I’m sure,” and he wrote me the check.

Years later, after I became a businessman, I realized that I sold that business for a fifth of what it was worth just because of the reputation of the client base, but it saved me. It saved me because I was clean and I was able to get a job. It’s funny because I started looking for a job in 1996. It wasn’t easy for a computer scientist yet because the internet was starting up. I remember having to send about 200 to 300 resumes by snail mail. I got five job interviews in three months, and out of those five, I got one job as a computer analyst.

What did a computer analyst do in 1995 or 1996?

I was writing software as a coder. I was writing applications for the Board of Education. I had in charge of 2,000 teachers for the entire school board, and I was writing software automation for them to have classes better instructed. I was also supporting the staff of the school administrations. We had a bunch of schools. I think over 200 schools or something like that. I was writing software for them.

You did that for how long?

I was there for two years. Funny enough, my desire to become a software consultant came through three months after I got my first full-time job. Throughout this whole thing, my older brother became my client. He was the only one that trusted me. He had a chain of stores, and I wrote a point-of-sale system for him. He’s the only one that trusted me, but I left little signs on all his stores that I wrote this software that was running the invoicing.

Three months in, I get a call from a guy in the town nearby. He was building this massive warehouse with a storefront and needed a custom-made point-of-sale system. I had to go back to my director and talk to HR to see if they could change the contract, and they allowed me to work on my business part-time after work. From 5:00 PM forward, I could do whatever I wanted with my own business because it wasn’t competing with what I was doing during the day. I landed that contract, and it lasted for eight years. I was consulting part-time after work for eight years with this large store.

When did you start your own?

From that job, I started moving into larger corporations. The boss of my boss moved to the largest telecommunications company in the country, and I got a job as a leader already. I grew in the corporate lot quickly while maintaining my little tiny consulting gig part-time until finally, I was talking with my wife.

The idea was we were both very cautious about trying out our business again because it was super hard. Those two years were horrible. Horrible in the sense of not having enough money. Talk about being scared of not having enough money to pay the rent for the house the next month. We never wanted to go through that again.

Our plan was that my wife will come back to university. She will get a stable job with benefits, and that will allow me to risk it again. The plan happened, and she graduated in Computer Science. She was a developer too. She got a job as a database analyst for a large company. My kids were a little bit older too, so with that, I decided full-time business in 2005.

What was that business?

ISU Corp. The same one that I have now.

ISU Corp started in 2005, and who was your first client?

That was tough. I was blessed. I didn’t have any clients lined up, but I decided to quit like didn’t care because I knew I could do this. Now I had the business acumen. I knew how to work the corporate ladder and how to play corporate politics. In the beginning, I started looking for a gig, and somebody trusted me with my experience.

They hired me as a single consultant who embedded software for MFP. MFPs are called this large photocopiers that have a computer embedded and you can put on those computers to do multiple things. I wrote software for the Sharp machine. They had thousands of those machines in the corporate connected through the internet already. I was automating their enterprise software. The contract was for two months, and it lasted six months. I started by myself, and in three months, I had two people working for me already in my own business because we grew the contract because I proved to them that I could do it.

Then you kept adding businesses to ISU Corp.

It kept growing and growing. I’m scared to death about the money part. I never spent a penny from the income that I was making. I was building the bank account. I didn’t borrow a penny to open the second business because it went so badly with the loan. I said this is going to be bootstrapped. The $500 that I got to do my own registration in the government back then, that’s how much you pay. I didn’t even hire a lawyer at the beginning.

I went and fill up the funds myself as simple as I could. That $500 was for my consulting gig already. I never raised money anymore. The first year, I never spent a penny. The money was accumulated. It was beautiful because, in six months, I did a whole year’s salary as a Senior Vice President of a large company as consulting firm. I was so scared that we were living with my wife’s salary, but that helped me because I learned how to build a cashflow in the business so that during the downturns, you could leave off the cashflow without having to go and get funding or get a loan or anything like that.

What do you think was the secret to being able to make it this time bootstrapping it versus what you did the first time?

Experience and the support of my lovely wife because she did that first time. The second time, she told me, “You have five years. If in five years you don’t retire me, you have to go get a job.” Exactly in five years, I hired her back, so she came back as a Director of HR with a much less stressful job.

What’s ISU like now? Give us a picture of what it’s like now. How many people do you have working with you? You are outsourcing to different parts of the world and are all over the place now. What’s it like now?

We have 60 full-time senior engineers and expand our network up to 200 to 300 people depending on the client. We do tend to work for larger clients. We call it the SWAT team. We start with a small high-end team that is full-time employees, and then if the company requires us to expand and grow, we have partners where we can grow. That’s how we are in the business, but it hasn’t been easy. I have almost been bankrupt 3 or 4 times. It’s been most of the time when I get to the point of bankruptcy because I get greedy and I lose my why. I love your heart. Once your why is lost, once you just focus on the money or personal gain, that’s the beginning of the end. It took me a while for me to learn that lesson.

Once your why is lost, once you just focus on the money or personal gain, that's the beginning of the end. Click To Tweet

Give us an example of what you mean when you lose your why and focus. When was the time that you lost your focus and how that played out for you? That could happen to all of us and any of us could go through that exact same thing. What happened and how did you get out of it?

It’s greed. I had never been a greedy person until that time, but when you see your bank account getting larger and power through money, you want more, and then you start comparing yourself with other entrepreneurs that have more than you and you want to become like them. It becomes all about a money game, and you forget your employees and clients. All you want to do is increase your bank account and get as much money as you can so you could feel better than other people.

For me, it happened from 2009 to 2011. 2009, I was about 8 or 7 people, and from 2009 to 2011, we grew to 110 or 120. It was fast growth. We became an eight-figure company really fast, and my mind became my partner, but I was working sixteen hours a day and I forgot my family. I was traveling overseas every 2 to 3 weeks. It was all money-oriented. I remember going to the bank. Back then, you still had checks. We were depositing $500,000 checks every two weeks or every week and a half. The more money I gathered, the better I felt better than anybody else. Greed gives you ego and gives you false confidence.

I was overworking myself. I was using alcohol to cope with the stress. One day, my heart told my brain, “I don’t want to play this game anymore. You are crazy,” and I had a heart attack. That’s how I woke up out of that. I thank God for that because if that wouldn’t happen, God knows what person I would have been now. Probably my net worth would have been five times as it is now, but I will be a lonely, miserable, and rich person.

Do you know who was my best psychologist? My doctor. I was 39 or 40 years old back then. When she saw me, she was like, “Your hair is falling off.” I had patches of hair, falling hair all over my head. I had bruises on my tongue from distress. She said, “You are killing yourself. What is it worth the money if you are not going to have the health to enjoy it or your family to enjoy it? I can give you these pills, these opioids. They will allow you to cope with the stress so you can keep the same lifestyle, but my advice is to change your lifestyle. You could get addicted within three months if you have these pills.”

That was like a cold shower. I felt like God gave me a cold shower saying, “What are you doing with your life? You are killing yourself.” The next week, I apologized to my wife and kids. I haven’t seen them for two years. I took a plane to Atlanta where my partner was and told him I went out and left 95% of the business to him. I left everything. I told him, “I need to go out. You take everything.”

I was left with five employees again, and 95% of my income was gone like this. Felix is my VP of Operations and one of my best friends. He’s my best friend. I told him, “I need to take a break. I need to reconcile with my wife. I will leave you the business. I know that we don’t have enough income to sustain even the five people that we are. We cannot even pay the rent, but we are smart people. We can all get jobs if we go under.”

I told my wife, “Get me out of Canada to a place as far as you can find and make sure the kids come with us.” She took these kids out of school and we went to Thailand for a month. It was the first time I didn’t have any plans to come back until I got healed. The doctor also told me to follow a sport that allowed me to breathe because I was having panic attacks all the time. The one panic attack is the one that gave me a heart attack. I was talking on the highway for three hours. I saw helicopters bringing people from three accidents on the ice storm. That’s when I realized I was killing myself for nothing. The panic attack became a heart attack. I decided to learn how to scuba dive.

After you are working sixteen hours a day, it’s all intensive. You cannot stay watching the palm trees. I went there. I got the blessing from my wife and got into a scuba diving course. Thank God it was May, so it was a very low season in Thailand. My diving instructor only had me as a student. He gave me 3 courses in 1. I was diving five times a day. I was living at 7:00 AM coming back at 6:00 PM every day for two weeks. It was beautiful because I learned how to breathe. I learned how to control my panic attacks through breathwork. I took the pills for a week and I never took them again. It was beautiful.

I never checked my email during that month. When I felt a little bit better, when I felt like, “I was monitored by my kids and my wife,” then I said, “It’s time to go back home.” I turned on my computer. I had thousands of emails. All I did was sort emails by name and noticed that one of my old friends was emailing me 150 times.

I finally phoned him. I was in Bali, Indonesia, because we were moving. He said, “What’s up? I got this VP of IT from this company and they are going nowhere. We have lost millions of dollars on this software project. I know you can help me.” To make the lost story short, I talked to the CEO the next day and signed a $1 million contract with this lady two days later. When I landed in Canada, we had a business again. It is just like that.

How were you able then to not overwork or not get back into the sustained rat race, or did you get back into the same place?

I didn’t. My learning didn’t finish then. Me selling that $1 million contract, even though it was nothing to do with me, it was God giving me another opportunity. I evaluated my business partner, client, and employees. Everybody was at fault. I was the good guy. The contract lasted about a year and a half. I was able to gather other contracts, but I kept working the same hours. After six months, I started abusing alcohol again.

I never became an alcoholic. Thank God because I don’t have an addicted personality, but I was drinking a bottle of wine a day. One glass of wine after dinner became a bottle. I didn’t have problems with my heart anymore because it wasn’t as bad as before. By December 2012, I looked at myself in the mirror and I was 40 pounds overweight. I was losing my hair again.

Not normal hair loss from age. I had holes in my scalp. It was a self-wake-up. It’s like, “Again? What are you doing?” I remember December 27th, 2012, I decided to quit drinking and to quit what I was doing. I quit my own job. I called Felix again, “You are not going to see me for one year. I need to fix myself again. This time I know what to do, but I know I can discipline myself.”

I joined a gym membership on January 6th, 2013, the first day of the gym. I joined a three-month transformation program with Kris Gethin, a famous online trainer. I went from 200 pounds to 159. Again, the discipline. I discipline myself to do the exercise. It was supposed to be one hour a day. I was doing four hours a day at the gym all-in.

I’m eating super clean seven meals a day. I couldn’t transform my body, but most importantly, I was transforming my soul. My mind and my emotions were getting transformed. I started to listen to spiritual leaders online and also to business leaders. Instead of working sixteen hours a day, I was working ten hours a week. I was still working.

Also, I joined the leadership course. I realized that I wasn’t a good leader. The business was 110. It went back to 5 or 6 people, then I grew to 20 people with that big contract, and then back to 5 people again. I realized that I was attracting the people that I was, a greedy self-pity person. I changed myself. I got the leadership course and changed my life. It was incredible.

2013 was a year of change. It was the only year that I lost money in the business after eighteen years, and it was okay. I needed to lose that money to recover. 2014 came, and I changed the business to a lifestyle business. I divorced myself from greed. I wanted to focus on culture. That’s what changed everything. I focused on my people. “How do I add value to my employees so that they add value to my clients?” I read every book I could on culture and I dedicated myself to my family. I also read The 4-Hour Workweek book. I never went back to working sixteen hours a day. I was working maybe 20 to 25 hours a week. That happened from 2014 to 2017. I repeated that trip five years in a row.

BYW 48 | WHY Of Contribute
The 4-Hour Workweek

I will take my kids out of school in January and will come back in April and May after the winter was over. It was beautiful. I didn’t make a lot of money. All I wanted is to grow the business 5% per year because I knew that if you don’t grow, you shrink. I was growing 15% to 20% per year. I stopped selling and marketing. It was word of mouth.

The company kept growing, and I was having this beautiful lifestyle business, but there was a problem. After five years in 2017, I got bored. My kids grew out of the house. They went to university. We talked with my wife again. “Either we retire fully or we grow the business.” She told me that, and I said, “I don’t know how to grow the business. The last time I tried, I almost died literally.”

That’s when I joined Vistage. That was the first business group that I joined. I had a business coach, and now it was more systematic. I started growing and growing again just to fall into the same trap in 2021. Isn’t it crazy? In this case, 2021, it was the pandemic too. The business has been very stable growing systematically.

I never lost the part of the culture and adding value to my clients. That’s been great, but what I lost is focusing on everybody else. I started to focus on myself again. I started feeling myself better than everybody else, especially when my net worth grew after eight figures. I’m like, “I’m this millionaire. Very few people get to this number,” and I started getting egocentric again.

I kept my culture beautiful and my clients delighted, but I became my own God. The ones who suffered were my wife and my kids the most. 2022 wasn’t a financially ruined year. I made a lot of money, but I was spiritually ruined to the point that I almost lose what I love the most, which is my family, but I woke up again.

What a rollercoaster ride. We all go on it. All of us, the ups and downs, but you have had some real big highs and some real big lows. Your wife probably almost doesn’t want you to have success.

She realizes that the money was what made me proud again, but we are believers. We were believing in Jesus Christ as our Lord and Savior. I move away from my faith for all those years from 2020 to 2022. To give an idea, I joined a new age cult, and we start with loving everybody with multiple gods down to doing witchcraft and using pendulums to detect your future and stupid superstitions like the horoscope, for example.

After being a computer scientist with two degrees and having done all this, I fell into that stupidity. My wife should have let me go like ten times over, but she’s so lovely. What she did is she started praying for me. Her mom and my kids started praying for me and her whole network. I had at least 100 people praying for me. I woke up one day and realized that what I was doing was wrong. I asked for forgiveness.

We split for two months last 2022 and thought it was over, but I came back to my faith. I came back to God. I repented again. 2023 has been beautiful. It’s been a year of healing and recovery. It’s funny because we decided to read the Bible again, which is one of the things that I stopped doing for many years, and God gave us Psalm 23. January 1st, we opened the Bible and we got Psalm 23. We read it and it’s like, “This is our song. I have it in my heart.”

It’s a very famous song because it talks about, “The Lord is my shepherd. He makes me lie down in green pastures. He takes me to calm waters. He straightens my ways. Even though I walk in through the shadows of the valley of death, I will fear no evil because you are with me.” It’s beautiful, and it’s been our theme the whole year. Now we are on this beautiful path where all we want to do is give back and give an example of what happened to us.

I’m so blessed that the business keeps running. Thanks to the networks that I belong to like strategic coach Dan Sullivan. In the last few years, I already made the business to the point that it’s a self-managing company now, which allows me to run other businesses. I have been blessed to have multiple businesses that I can run, but I don’t do it for the money anymore. My wife makes sure I keep humble. No more pride.

One thing happened. The miracle in all this is realizing that I had ADHD. I had ADHD since I was a kid, and in November, I got diagnosed by three different doctors. When that happened, then everything made sense. My extreme behavior, my compulsive behavior of excessive business traveling, and my success too. It’s a superpower if you use it the right way, but if you don’t know that you have it, you can also use that to become proud and arrogant and to destroy your family, which is what I was doing in the end.

BYW 48 | WHY Of Contribute
WHY Of Contribute: Your ADHD diagnosis is a superpower if you use it the right way.

 

How did knowing you had ADHD help you?

That’s what got used to wake me up. I was so blessed. I had one of the best psychoanalysts in the country. Listen to this. This guy has been practicing psychoanalysis for 40 years. He is a doctor in psychology with clinical psychology with a specialization in analytical psychology, brain functions, and neurotransmitters. He took me in. I was his last patient. He’s the one that told me, “You are heavy on ADHD,” and he had ADHD. That’s why he became a psychologist. He gave me all the strategies to live life in a beautiful way. He’s the one that told me how to bring my wife back.

When I was away for two months, he was the one that told me, “Do you know about the three horsemen of the apocalypse of the marriage?” I’m like, “No. What’s that?” “You blame, you defend, and you hide. If you keep doing those three things, you will never get your wife back. Stop that.” The minute that I stopped that, my wife was able to talk to me and I was able to understand. He gave me strategies to deal with the condition that I have, and then he passed away. I started seeing him in September. My breakthrough was in November. He passed away in January. Isn’t that crazy?

What’s next for you? You got back with your wife and then you guys continued with ISU. Were you continuing to build it, or are you trying to keep it? What’s next on your agenda?

We have a five-year plan to sell it or give it to our employees. We created this plan where we gave shares to everybody. For everybody who has been in the company for over two years and deserves it, they got shares. The idea is either we tire our people or we give them the company and they keep growing it. It was a five-year plan. We want to grow in a way that we can hit $100 million. It is not about the money anymore at all. Most of those profits will go back to helping others in need, and I’m not that involved anymore. I spend my time doing the Break Free Podcast and writing. I’m on my third book now. I open a brand-new podcast called Leaders in Tech.

What I’m doing is I’m acknowledging the leaders that are helping companies grow by multiples. I’m making this world a better place, but nobody’s talking about them. Nobody’s talking about the CTO, CIO, and VP of technology and how they are impacting businesses. I’m going to be talking with senior VPs of Nokia and Disney. I have a senior VP of big hospitals like Bishop Hospital in Orlando. It’s fun. My whole life now is giving back and sharing my story. If I can save somebody a couple of years of deep pain, it makes my life worth it. That’s my why now. It’s giving back and raising the flag of ADHD and how to manage it for your own good.

For those that are reading that know more about the WHY.os. Your why is contribute to a greater cause. How you do that is by finding the right way to get results, and what you ultimately bring is a trusting relationship. I’m curious about how did that work for you when you weren’t being “trustworthy” to your people, family, and kids. How did that work and play out for you in your own head?

When you are on your game and you are helping people by finding the right way to get results and being that trusted source, being that one that they can count on, you are on your game. Things are great for you. When you went down the ADHD route, and you started doing things that didn’t allow them to trust you and didn’t allow them to look up to you, how did that play out for you?

Horrible because I changed my why in the wrong way. This is the common denominator. If you look at the pattern in my life, everything became about me. Everything started to fall off. It’s funny because it doesn’t matter how much success you gain in life. If you are doing it for yourself, you will never be completely fulfilled. You always stay empty.

It doesn't matter how much success you gain in life. If you are doing it for yourself, you will never be completely fulfilled. You always stay empty. Click To Tweet

I remember reaching the next million dollars and thinking, “Now I’m going to be happy,” and then it just became another number on a computer. You don’t even see the money. You have it invested. Maybe we have a real estate portfolio, and it’s beautiful. It gives you a beautiful passive income, but at the end of the day, if you are doing it for yourself and your own comfort and you don’t think of others, you never get fulfilled.

When I was doing it for my people, I wanted to get my people in a better position in the world. When I focused on them having the right feelings and producing the right emotions and the right attitudes, when I saw the benefits that I was giving my clients with the software I was building for them, and when I only thought about them and how I can benefit them and how I can grow their own profits, it’s beautiful, and then you get fulfilled.

The funny part is that when you do that, you get more. It’s inevitable. You know the Law of Gravity. There is another law that says what you give is what you receive, and it doesn’t matter what you give. You will always get it back like a boomerang, and you get it back increased. When you give greed, you receive greed and increase in greed. You receive horrible people and stress.

When you mean that you want your client to prosper in what you are doing for them, then you prosper with them. When you mean that your own employees are growing their careers and they have more time for their families and have a better lifestyle because of you, you get a better lifestyle. It’s incredible, but that’s how it works and then you get fulfillment.

There is no worst failure than being filthy rich and being empty in your heart because there is no money, success, or fame in the world that can fill that. That can only be filled by God, and he does it by you serving others unconditionally, by you thinking of others, and by you making this world a better place. If you read the Bible, what Jesus said is to take care of the poor. Take care of the homeless, widows, orphans, and drug addicts. Take care of them unconditionally. Start doing that and see how your life changes around. It’s beautiful.

BYW 48 | WHY Of Contribute
WHY Of Contribute: There is no worse failure than being filthy rich and being empty in your heart because there is no money in the world nor success nor fame that can fill that.

 

You have hit both sides of it. You have been on the top and you have been on the bottom so you get to see both, and that’s a big part of your story. I had no idea when we were going to have you on the show that this is the direction we were going to go. I thought we were going to be talking about software. I’m glad we got to learn more and go deeper with you because it’s super valuable. It’s way more valuable than anything you could have taught us about software. Thank you so much for sharing your story.

My pleasure. I live for this now. Whenever I can add value, if there is one person that reads this show and avoids making their own choice in their life and they get joy and peace, that’s what we are looking for. We are looking for sustainable joy and peace, not necessarily avoiding suffering. Suffering and pain are unavoidable because you live in a world where anybody can crash in front of your car for a mistake that you didn’t expect and then you are going to be in the hospital probably.

What I have learned is that you can keep your joy and your peace regardless of what’s going on in your life, and that’s what I’m experiencing now finally. 2022 was horrible. I woke up from this terrible cult that I was in. I woke up in July. That’s when my eyes got up, and when I did research, I didn’t even know what New Age was. Unfortunately, I did a lot of psychedelics and stuff like that. That’s what they do and those rituals. I developed acute pancreatitis. I developed anemia because I never ingested drugs before in my life. It was all psychedelic, and they are so popular now, all that stuff. If you start doing that without a prescription or without a clinical doctor prescribing you that stuff, you start doing it for spiritual reasons. I got lost, but now I’m here, like the story of the prodigal son.

If there are people that are reading and they want to follow you, they want to hear more from you, they want to see what you are up to, and they want to learn more about ISU Corp, what’s the best way for somebody to get in touch with you?

You can go to DavidMansilla.com. All my podcasts are there. They can read my story and buy my book. My life story that is there until 2014. This new stuff is another book, but they can also go to ISUCorp.ca if they want our services. We are growing exponentially. We are hiring people now, especially now that I have everything in place.

If you want to run a software project where you are going to be considered top your need first, not our need, come to us. Believe that our last project is our best project, and it’s the only project that matters. My last client finds new clients because they get delighted with us and they are going to get my employees, which are delighted with us because they have a beautiful lifestyle too. Everybody wins.

Last question. What’s the best piece of advice you have ever been given or the best piece of advice you have ever given?

Life is not about you. It seems the opposite, but it’s not. When you make life about you, you lose your life, but when you give your life away, you gain it. It’s contradictory, isn’t it? If you think about it, if you don’t make your life about you, life happens, and it happens beautifully. It’s not about us.

When you make life about you, you lose your life, but when you give your life away, you gain it. Click To Tweet

I had a gentleman on the show who was a gastroenterologist. He was a doctor, and his life was so much about his two daughters that he has. When they grew up and left, he felt lost and said something similar to what you were talking about. He said he meditated for three days. He was lost. He has your same why. It occurred to him during that time. He said, “The joy is in the giving. That’s where you get your joy. It’s not in all the stuff I have. It’s in the giving that you receive joy.”

What money gives you is comfort, and comfort is nice. Don’t get me wrong. Going on a private plane, sure it’s first-class and nice, but that doesn’t make you happier or fulfill you. It gives you little moments of comfort, but if you are willing to live without that comfort and you are willing to focus on helping somebody else, the level of hardship that you can sustain grows so much that nothing touches you.

I feel almost like I have a shield right now where the enemy can throw any darts that he wants and it’s going to melt away. The level of suffering that I was able to sustain and that got me out of is so deep. When you go to hell and you get rescued from hell, nothing scares you anymore. I’m not afraid anymore. I don’t have anxiety anymore.

I call them demons, all those psychological problems. A demon is a thought that torments you because it gives you bad emotions and you cannot do anything to stop it. That’s why people get addicted. White people get addicted. They are not getting addicted because they are bad people. They are in so much pain from their suffering, from these tormenting thoughts that they take something that numbs their brain and their body to get some relief.

Thank you so much for being here and sharing your story. It is totally fascinating. I’m fascinated with it. I appreciate you being here and spending time with us. I’m sure we are going to be in touch with each other.

Thank you so much. Anytime.

It’s time for our new segment, Guess Their Why. I want to talk about Oprah Winfrey. All of you know Oprah Winfrey. She is very famous. She’s had the network, the TV show, she’s written lots of books, and she’s given away lots of different things, but what do you think Oprah’s why is? I often use her in different presentations that I have.

If you go back in her life, she had somebody very close to her break her trust. We see this very often with people with the why of trust that it has happened. I believe that Oprah Winfrey’s why is to create relationships based upon trust, to be that trusted source, and to be the one that others can count on. If you can count on her and she can count on you, the sky is the limit. If you break her trust, you are not going to recover from that one.

I believe Oprah’s why is to be the trusted source, the why of trust. What do you think? You can write it on whatever platform you are reading to. Thank you so much for reading. If you have not yet discovered your why, you can do so at WhyInstitute.com with the code, PODCAST50. You can discover your why or your WHY.os at half price. If you love the show, please don’t forget to subscribe and leave us a review and rating on whatever platform you are using to read our show. Thank you so much. I will see you in the next episode.

 

Important Links

 

About David Mansilla

BYW 48 | WHY Of ContributeDavid is the founder and CEO of multiple businesses. Most prominent among them is his longest-running company, ISU Corp. ISU is a custom software solutions company with clients ranging from start-ups to multi-million-dollar conglomerates like General Electric and Heinz. Located in Canada’s Silicon Valley, ISU Corp increases entrepreneurs’ net profits with exceptional custom software solutions.

We have been granted awards like the “Best Innovative High-Tech Enterprise Software Company of the Year” from Global 100, and ACQ5’s “Game Changer of the Year” to attest to our excellence. Most recently, ISU Corp has been chosen as a recipient of the Canadian Business Excellence Award for the fifth year in a row as a recognition of our outstanding company culture and effective process (2018-2022).

David Mansilla is passionate about inspiring others. A priority in his life is sharing his experiences in hopes of encouraging a new generation of entrepreneurs to reach their full potential. David is the host of The Break Free Podcast, where he invites a diverse set of guests to bring audiences valuable knowledge on living life on their own terms, whether it’s professionally or personally.

David is also a #1 international bestselling author for his book, Breaking Out of Corporate Jail. David’s trials and tribulations will deliver valuable insight into how to leave your corporate job and how to navigate your own business once you take the leap.

 

Categories
Podcast

How Education Helps You Become A Great Business Owner With Brad Sugars

BYW 47 | Great Business Owner

 

No one is born to be a salesperson or a leader. They learn to become one. And isn’t it heartening to know that you have the power to be great? In this episode, our guest believes that the only way you can out earn someone is to outlearn them. Putting that philosophy to work, he shows his WHY of Better Way through business coaching with ActionCOACH. Dr. Gary Sanchez sits down with its founder and owner, Brad Sugars. Brad shares with us his amazing career journey that taught him lessons on the power of education and coaching. He also talks about the franchise model of his business, why it works, and why he finds it better in keeping ActionCOACH relevant, top of mind, and state of the art. Join this episode to learn more about Brad and why he thinks business is a profitable enterprise that works without you.

Watch the episode here

Listen to the podcast here

 

How Education Helps You Become A Great Business Owner With Brad Sugars

For this episode, I have Brad Sugars on the show. He is the Founder and Owner of ActionCOACH. They have 1,000 coaches around the world. They’re franchise owners. He’s going to talk about why he picked that model. He’s going to talk about many of the businesses that he owns and how he uses that experience to continually improve and find better ways to keep ActionCOACH relevant, keep it top of mind, and keep it where it’s state of the art. He writes books on this. He studies it. I was fascinated because I didn’t know how much expertise he has. He is going to dive into it during this interview. You’re going to love it. I can’t wait for you to read it.

We’re going to be talking about the WHY of Better Way to find a better way and share it. If this is your WHY, then you are the ultimate innovator. You are constantly seeking better ways to do everything. You find yourself wanting to improve virtually anything by finding a way to make it better. You also desire to share your improvement with the world.

You constantly ask yourself questions like, “What if we tried this differently? What if we did this another way? How can we make this better?” You contribute to the world with better processes and systems while operating under the motto, “I’m often pleased but never satisfied.” You are excellent at associating, which means that you are adept at taking ideas or systems from one industry or discipline and applying them to another always with the ultimate goal of improving something.

I have a great guest for you. He is internationally known as one of the most influential entrepreneurs. Brad Sugars is a bestselling author, keynote speaker, and the number one business coach in the world. Over the course of his 30-year career as an entrepreneur, Brad has become the CEO of nine-plus companies and is the owner of the multimillion-dollar franchise ActionCOACH.

As a husband and father of five, Brad is equally as passionate about his family as he is about business. That’s why Brad is a strong advocate for building a business that works without you so you can spend more time doing what matters to you. Over the years of starting, scaling, and selling many businesses, Brad has earned his fair share of scars. Being an entrepreneur is not an easy road, but if you can learn from those who have come before you, it becomes a lot easier than going at it alone. That’s why Brad has created 90 Days to Revolutionize Your Life. It’s 30 minutes a day for 90 days teaching you his 30-year experience in investing, business, and life. Brad, welcome to the show.

I like your intros. They’re fantastic.

That was a mouthful, but an amazing mouthful. I loved it. Let’s do this. Where are you? Tell everybody where you’re located.

Home for me is Las Vegas, Nevada. I am Australian by birth. I married a Boston girl, so I ended up in the only city in America fun enough for an Aussie to live in. That’s the way I explain it.

I was thinking about that as I know you have an accent. Are there a lot of Aussies in Las Vegas?

There are. The hospitality industry and the casino industry are very big in Australia. There are a lot of professionals from that sphere that move here, about 600 families all up.

Take us back to what you were like. What was Brad Sugars like in high school, and where was that?

High school for me was in Australia. They were two different high schools, in fact. It was in Adelaide, South Australia, and Brisbane, Queensland. My high school that I finished at Sunnybank State High, we always joked that if you survived high school, you didn’t graduate. It was a big school. It had a lot of kids. For me, high school was pretty easy. Being a student was pretty easy.

I’m auditory by nature. In those days, the school was mostly auditorily taught, and that made it pretty easy for me to learn. Most of what I was like in high school is I tell my kids I was a bit of a nerd. I always loved that Bill Gates quote, “Be nice to us nerds. You’ll probably end up working for us.” That was me. I loved getting good grades. I loved doing well, but always also had part-time jobs or part-time things. I was always trying to make money here and there.

At age thirteen, I remember getting in trouble. We moved from Darwin to Adelaide. I’m going to age myself and maybe you. The cool thing was Levi’s 501® jeans. Do you remember that phase in the world? My mom didn’t understand cool. She understood what we could afford, and that was corduroy jeans from Kmart. I remember when I got into a fight with a kid at school blaming those jeans. It was the noise that they make as you walk. I remember at age thirteen deciding I would always have enough money to do whatever I wanted. I would never be in a position to not have something that I needed again. I went to work for doing things. I was doing whatever I could to make some money to make sure I had 501s at the time.

That’s awesome. Were you into sports?

Sports and boy scouts. They were the two things. In Australia, I played cricket and rugby under Australian rules. I eventually moved into volleyball. Volleyball and beach volleyball became my sport. Also, as a young man, boy scouts was a big thing. It was camping, hiking, and doing all those sorts of survivalist stuff. I enjoyed those things.

You graduate from high school. Were you off to school after that?

Yes. I studied to become an accountant at the Queensland University of Technology. I wanted to be a lawyer but didn’t get the grades to get into law school, so I got stuck with accounting. That’s what my dad did, so I was like, “That’s what I’ll do.” It was luckily a great grounding for being an entrepreneur later in life, understanding the numbers.

I do not see, based on your WHY.os, which WHY being Better Way, HOW being Simplify, and WHAT being Contribute, accounting being a good place for you.

I didn’t last in accounting very long. In fact, I never once had a job as an accountant. I interviewed a couple of new accountants. I’m not going to be an accountant.

Let’s think about this for a second. Had you chosen and been an accountant, how long do you think you could have done it?

I could have done it for my entire life, but I would’ve done it differently than most. That’s the thing. An innovator is an innovator. It doesn’t matter whether you are innovating in accounting, marketing, sales, or boy scouts. If you’re an innovator, you’re an innovator. If you want to make stuff better, you’re going to do it no matter what. If I was in the accounting field, I would’ve found a better way. I might’ve ended up in accounting software and done what the Xero guys have done.

That’s the thing. We sometimes fall into a field or a business and we didn’t plan to ever be in that industry. I never woke up one day and said, “Do you know what I want to do? I want to write business books. That’s what I want to do. I want to be a teacher of business. I want to buy companies, build them, and sell them.” There was no dream of doing that. It’s not like I want to be a firefighter-type thing. I fell into this.

Someone said to me that one of the biggest challenges you have in life is finding where you fit in and finding that place where it’s natural for you. Finding your calling was the word he used. It’s important that once you find your calling, you realize that it is your calling and then go for it. This is why I love what you do. A lot of people spend so much time trying to find their purpose in life, not realizing that they probably are already somehow on that purpose. It’s a matter of recognizing it.

It’s the old saying Buckminster Fuller used to teach us that the Bumblebee never knows its true purpose. It never knows its real job is to pollinate the world but it still gets on with its job-type thing. Sometimes, your calling is given to you. A friend of mine has a young son with autism. His calling was given to him. He didn’t ask for that calling. He didn’t request it, but that was his calling. As a man who represents parents with autism all around, sometimes, you are given your calling. You don’t get a choice in it.

I love that. Let’s go back to when you got out of school. You decided on accounting because your dad was an accountant, and then what happened to you? That’s not where you are.

I went part-time in college about halfway through because I wanted to work. I wanted to do stuff and make money. I went into sales. I tried sales. I was selling, advertising, and all sorts of different things. I tried announcing. I tried being a DJ. I enjoyed being a DJ. I tried radio announcing. I was like, “Good times and classic, it is 4VO. You are in Charleville.” That was the station I worked in one summer in West Queensland, Charleville. I was the guy that shut the station off at 12:00 AM. That’s how small our town was. We turned the station off.

I tried a bunch of different things. I got into a bunch of different businesses, everything from pizza manufacturing to wholesale and beauty salons, and started teaching. I was lucky enough to work with a gentleman by the name of Paul Dunn. Paul is still a legend in the business development world. He runs a very large charity out of Singapore called B1G1 or Buy1Give1. It is phenomenal work he is doing with his partner Masami. I learned from Paul about the whole business development world, the whole area, and that sort of thing. I was running a business and thought, “How do I learn this stuff?” Paul was phenomenal.

From there, I developed the Yearn to Learn. In fact, I was sixteen when I first met Jim Rohn when I developed the Yearn to Learn. I was lucky enough to have won the Rotary Youth Leadership Award in my area. The Rotary Club sent us away for a weeklong training on how to be successful. I came back to town, saw this thing about this guy Jim Rohn, and thought, “I’m sixteen. I might as well go.”

It was $595. I didn’t have that money. I called up, and the guy that answered the phone probably gave me a great lesson. I said, “I don’t have that $595. I’m sixteen. Is there a student price, a scholarship price, or something like that?” He says, “There’s not. You’ll make as much learning by getting the money to get here as you will by getting here.” I had to find a way to find $600 as a sixteen-year-old kid. I sold one of my bicycles that we bought, painted, and done up. My brother and I used to pull our bikes apart a lot, fix them, paint them, and stuff.

I got there and got to do it. That Yearn to Learn is still with me. I don’t get in a car without an audiobook playing. I don’t go for a walk or a run without an audiobook of some sort. I have great earphones that I can swim. I love swimming laps to keep fit. I put the headphones on and they play the book as I’m swimming laps.

When you say you got the teaching bug or you got to teach, what do you mean by that? What kind of teaching were you?

You’ve heard of him because he became pretty famous, Robert Kiyosaki. He and Sharon Lechter wrote the book Rich Dad Poor Dad. Sharon is still a great friend. She’s gone on to become the number one bestselling author in the history of non-fiction books on finance and stuff. Robert brought me to Hawaii to teach. We met when I was 20 or 21, I can’t remember exactly, in Sydney.

BYW 47 | Great Business Owner
Rich Dad Poor Dad

I went down to take Robert’s course on how to present from the stage. At one point during the activity, they’d bring all the guys in. You all have to wear your best suits. I was twenty. I didn’t have a best suit. I had a suit. It was a little bit big and stuff. They stood you around the room and said to all the women in the room, “Go and stand in front of the guy that you would take home to mom, and then stand in front of the guy you’d take home but not to mom.” They then said, “Stand in front of the guy if you had a $100 million a year business that you would want to run that business.”

There was one woman in the room who did have a $100 million-a-year business. She stood in front of me with a whole bunch of other women. It was all these guys that look like me with all the gray heads, no heads. I was a 20-year-old kid or 21, I can’t remember which. Robert pulls me aside, puts me up on stage, and says, “These are the things. If you don’t hurry up, this guy’s coming for you.” Me being the smart ass that I was at that stage in life, I said, “When I finish, Robert, I’m coming after you,” and he laughed. There you go. Here we are.

Is he still alive?

Yes. He’s still out teaching and still doing stuff.

All the ladies lined up in front of you. What happened after that? You can’t leave us there.

That’s when Rob invited me to speak. He asked me to teach because I’d helped one of his promoters in Melbourne and one in Brisbane with the sales and marketing of his events. I tripled their sales by teaching them certain marketing techniques and certain sales techniques. He invited me to speak to all of his promoters. If you teach 50-odd seminar promoters how to increase their business, amazingly enough, they want to put you on stage and teach their customer base. I fell in love with teaching. About a year later from there, I invented ActionCOACH. When you’re on stage teaching, a lot of people are asking you the question, “How do I do that? Can you teach me that? Can you help us with that sort of thing?”

I’m probably a bit of a slow learner. After 100 people asked me to help them with it, I finally said, “Maybe I should start a business doing that.” At the time, I had photocopy shops that I was running. It wasn’t in my mindset to do that as a business. I was still doing speeches and things here. ActionCOACH will be 30 years old this August 2023.

Something popped into my head there. What do you see as the value in learning how to speak? I have a friend of mine that owns commercial real estate in New Mexico. It’s probably the biggest one there. We were talking one day and he said, “The turning point in me going from being one of the many to being one of the few was when I learned how to speak.”

Whether it’s speaking or one-to-one communication, how you communicate is so massively important in leadership, sales, and marketing. In any form of a business transaction, there’s going to be communication. What being a speaker allows you to do is to move to leverage. It means instead of motivating one person at a time, I can motivate thousands at a time. It means instead of educating one person at a time, I can educate tens of thousands, but so does all my books. I write all these books and things. I can educate millions at a time. I can educate them while I’m sleeping. We produce podcasts and YouTube. All of that helps educate people while they’re speaking.

Someone taught me many moons ago that if you’re making money while you’re asleep, that’s wealth. That always caught my mindset of, “How do I create things?” Buckminster Fuller said, “You create models and artifacts.” That’s why every time I teach, it is based on a model. I have the 5 Ways to Multiply Your Profits, 6 Keys to a Winning Team, and 9 Steps to Systematizing a Business. I create models.

The reason I create a model is that it’s easy to teach and easy to learn. There’s no hidden agenda behind it type of thing. Artifacts mean videos, podcasts, books, training courses, and franchises. You create those because then you leave something behind and it’s not dependent upon you. Most people when it comes to their own success in life, it’s dependent upon them and only them.

If we look at some of the best examples of translating great skill into great fortunes, the number one that comes to mind is Shaquille O’Neill. Shaq goes from being a guy that created good money by being a basketball player but all the time studying to end up with a doctorate. Here he is, possibly one of the largest owners of food-based franchises in the United States. He puts his face on the ring cameras and takes a shareholding. He puts his face in front of Papa Johns and becomes a shareholder. It is those sorts of things. You’ve got to take your best skill and turn it into lifelong income, not just a one-off.

You've got to take your best skill and turn it into lifelong income, not just a one-off. Click To Tweet

Who taught you how to get on stage? Was that Robert Kiyosaki? Who taught you how to get on stage, how to present, how to pull the audience’s attention, and how to take them on a journey?

That was the first part of it. From there, I kept studying the art form and watching. One of the great things for me is I get to speak on a lot of stages around the world. I get up there and have Gary Sanchez go in front of me. I sit there, watch, and go, “That’s a good strategy. I like that strategy.” It is by watching all of the great speakers and seeing how they do it. Success leaves clues is not a new statement. If you’re unwilling to study someone who’s successful in your industry, don’t complain. The old joke of, “Don’t complain to me about the results you didn’t get for the work you didn’t do,” is still alive and well.

You talk about Jim Rohn. One of my favorite things that he talks about is setting a goal for what you become in order to achieve it. That’s what I hear you saying.

I reverse that even and say, “The moment you set a goal, it is not possible for you to achieve it.” When I was sixteen, I met Jim Rohn. From him, I set a goal of retiring at age 25. It was a financial retirement because retirement’s not a function of age. It’s a function of finances. When I set that goal, my buddy, Leon, who lived around the corner on Pompadour Street, his dad sat us both down and told us how that was not possible. I told Leon and he told his dad that we’re going to retire at 25. His dad was an engineer in the city, so he knew exactly what that looked like.

The thing was Leon’s dad was right. Sixteen-year-old Brad could not financially retire, but I was willing to learn and grow into that goal. That’s where my formula is with dream-goal-learn-plan-act. You got to have dreams because without dreams, and W. Somerset Maugham said it best, nothing if not at first a dream. It’s not something, but nothing if not at first a dream.

Dreams become goals. Dreams are 10 to 20 years out. You have no idea how they’re going to be achieved or if they’re going to be achieved. Goals are like that from tomorrow to five years type of thing. The most important goal is the daily goal, in my opinion, then it is a weekly goal, and the monthly. Having a five-year goal is irrelevant if you don’t have daily goals. Daily goals make you achieve your weekly goals, which makes you achieve your monthlies, quarterlies, annuals, etc.

From your goals, then you have to determine your learning plan. If I set a goal to double my revenue, I’ve got to go and study ten books on how to double my revenue. I’ve got to go and study ten companies that did double their revenue. I’ve got to go and study ten people that have taught how to double their revenue. It could be podcasts or books. You name it, I’ve got to study that.

From that study, I then write the plan. I set a goal to run a marathon. If I go and get no new knowledge and write a plan on how to run a marathon, I’m not going to be that successful at it. If I set a goal to get a marathon, I got to join a running club. I’ve got to read books on it. I’ve got to read and study. I got to listen to podcasts. I got to study people who’ve run marathons, learn how, create a marathon plan, create a training plan, and all that stuff. That’s where people are unwilling to do the learning work.

The learning work of success or learning work is the hardest work because it involves growth. It involves personal growth. It involves personal knowledge acquisition. The crazy thing is, and Jim Rohn said this in a roundabout way, “I guarantee you if you read a book a week for ten years, you will achieve the life you want.” If I said to someone, “You got to read a book a week for ten years or you got to work a job where what you do is shovel poop for ten years,” people are like, “I might shovel poop for ten years. That seems easier.” It’s crazy to me. I always say if you want to out-earn me, you got to outlearn me. Learn becomes before earn.

If you want to out-earn me, you got to outlearn me. Learn comes before earn. Click To Tweet

Step one was dream. Step two was goal. Step three was plan.

It is learn then plan.

There are four steps?

The fifth is act, so take action. If you build that dream, the dream’s got to be turned into a step-by-step goal at some point. The goals have got to be turned into a learning plan at some point. When I meet someone who wants to do better at business and they want to increase their sales, they make a statement like, “I’m no good at sales.” I’m like, “How many sales training courses have you attended?” They’re like, “None.” I’m like, “How many sales books have you read?” They’re like, “None.”

I’m like, “How do you know you’re bad at sales?” They’re like, “I tried it once and I was really bad at it.” I’m like, “You tried something you had no training in and you are bad at it.” They’re like, “That makes sense.” If you’ve had no training in playing golf, you’re going to be bad at golf. We expect to be good at certain things because it’s like, “You’re born a salesman.” No one’s born a salesperson. You learn to be a salesman. No one’s born a leader. You learn to be a leader.

I remember I was 20 or 21 and running my own business. I went to my dad and said, “I can’t get good people.” He looked me dead in the eye and says, “You get the people you deserve.” I’m like, “What?” He said, “You’re an average manager running an average company. The highest caliber person that wants to work for you is average. If you want great people to work for you, you better run a great company, become a great leader or a great manager, and then you can attract great people.” I’m like, “Thanks.” You can see where I got my motivational streak from, can’t you?

Exactly. It sounds like learning is such a big part of continual learning. I bet you see that over and over in the clients that you worked with as well as the coaches you work with.

My coaches generally are learners because that’s the nature of the person that wants to be a coach if that makes sense. For our clients, in a lot of cases, the reason they are where they are is they’ve given up learning or they never even took up learning after high school-type thing. They learned how to be a great hairdresser, not a great business owner. They learned how to be a great plumber, not a business leader or a business owner-type thing.

What I say we do at ActionCOACH is help people become great business owners. My definition of a business is a commercial profitable enterprise that works without you. If you have to be there, it’s not a business. It’s a job and you work for the idiot. Let’s be clear about that. When I first started in business, and you hear it a lot with the old hustle and grind, I thought my job as a business owner was to be the hardest working one in the room. I wore it as a badge of honor, like, “I worked six days a week. I worked sixteen-hour days. I even sleep in my office. That’s how hard I work.”

BYW 47 | Great Business Owner
Great Business Owner: A business is a commercial profitable enterprise that works without you. If you have to be there, it’s not a business. It’s a job, and you work for the idiot.

 

Little did I realize how stupid that was because me working that hard covered up all the problems in my business. It covered up that the sales systems weren’t that good. Rather than building a business that worked without me, I built a business that if I left, it died. I built a trap. I didn’t build a business. I built self-employment. There is a big difference between the two.

That’s where a lot of the business owners that come to us as ActionCOACH, we sit down with them and explain to them, “Your job is to finish your business. Your job is to build it so that it can work so you don’t have to. Your job’s to build an asset that is saleable, not to build something that means you have to work 60 to 80 hours a week.” Richard Branson used one of my quotes one time. It was this quote that said, “Entrepreneurs are the crazy people that will work 80 hours a week so they don’t have to work 40 hours a week for someone else.”

There’s that badge of honor that we misplace or put towards that like it’s a gift for us to work so hard. I’ve been there. I know what it’s like to work my rear end off, so I get that. I’m sure there are a lot of people that are there as well that are reading this.

It’s where I started because that’s all I knew. I didn’t know any better. I didn’t know that my job was to create an asset, something that ran without me. Here we are. If the business still was based on me, the most we could probably do was tens of millions. Doing hundreds of millions a year is because it’s not based on me. It’s based on my team and based on what they do and how they do things.

How do you get a business owner from the mindset of, “If it’s going to happen, it’s up to me,” to, “It’s going to be up to we. I’m the smallest part of it.”

It’s gradual. It’s step-by-step. The old, “No one can do it as good as me,” and, “You can’t get good people,” all of that stuff has to shift. We’ve got to teach them to let go. That also means there’s a lot of skillset development in that person. When you’re a self-employed business owner, especially if you’re a solopreneur, every job’s yours. Sales is yours. Marketing is yours. You make the sale and do the work. You’re in that seesaw level.

Eventually, you move up to manager. You get on that merry-go-round of you employ the people and think they’re going to make your job easier when, in fact, in the beginning, they make your job a lot harder. That’s because you don’t have systems. You don’t have recruiting systems. You don’t have training systems. You don’t have proper planning systems, cashflow systems, and all of those things that we need to develop. The building of a business owner is teaching that knowledge.

As a business owner, you’ve got to become a great business owner. I then take that one step further and teach people to be investors and then entrepreneurs. An entrepreneur doesn’t own one business. They own many. The millionaire wants to be the CEO of one business. Billionaires want CEOs to run their companies for them. I don’t want to be CEO. I like chairman. I like the title of chairman. I love being chairman. I meet them once a month. I give them all of the things to get done and the way they go.

BYW 47 | Great Business Owner
Great Business Owner: An entrepreneur doesn’t own one business. They own many. The millionaire wants to be the CEO of one business. Billionaires want CEOs to run their companies for them.

 

In fact, most of my CEOs are so strong. I’ve coached them to be strong CEOs. Most of them come to me with all the things that need doing and ask me 1 or 2 questions for advice. I then sound out about 2 or 3 things that I’m noticing and they say, “We need to look at that,” and off they go. I run 11 companies 2 days a week, and I build content on the other day of the week. I work three-day weeks because that’s what I like. I have five kids.

Let’s talk for a minute about ActionCOACH. That started many years ago. How did that start? Why did that start? Take us on the path that you’ve taken ActionCOACH on.

It started back with that story of Rob Kiyosaki when people kept asking me to speak. People were, from there, asking me to help them. I said, “I don’t have the time. I’m running my own thing. I’m doing these speeches. If you call me every week, I’ll coach you through whatever I can.” That was it. I didn’t even charge them for it in the beginning. I didn’t know. Eventually, I built a team around that. We were one of the first-ever white-collar franchises in the world because we wanted to expand fast. At the time, there were only two other white-collar franchises, ERA or Expense Reduction Analysts and a tax franchise group. We evolved across the world pretty quickly with that.

Our franchise has grown to the point where most of our franchise partners around the world have large teams of people delivering the coaching and the education. All business owners are part of our educational membership program. We find a lot of business owners who need the knowledge. They’re willing to do the work. They just need someone to give them that extra bit of knowledge as to how they do that.

When I turned 50, it was COVID. What are you going to do? I built a TV studio. I went into my TV studio and did 30 days for 30 minutes a day on everything I knew on how to grow a business, and then another 30 days on everything I knew about success principles and the theories of success and life. I then did another 30 minutes a day for 30 days on wealth and how to invest and stuff. It was like, “I got nothing else to do. I might as well go and teach everything I know and put it down.” I get messages probably every other day on Facebook or Instagram from someone that says, “We sold our company for this, and this happened. We want to thank you for everything you taught us back then.” That’s the exciting part for me.

Why did you pick the franchise model?

When you look at business, the strategy of a business or the business model is usually flawed for most business people. The strategy of a business has to have four things. 2 of them are business models and 2 of them are industry. The two business model ones are leverage and scalability. There must be leverage. My definition of leverage is to do the work once and get paid forever. In every layer of the business, there must be leverage. If you get a customer once, you keep them forever.

Everything you do has to be about the long-term, not about one-offs. I would never go into a pool-building business, but I would invest in a pool maintenance business-type thing. If you get a customer, keep them for life type of thing. The most expensive thing in business is getting a customer. The most costly thing in business is losing a customer. Repeat business equals profit is what I teach all of my team around the world. If you got repeat business, you got profit. No repeat business, no profit. It is pretty simple that way.

The most costly thing in business is losing a customer. Repeat business equals profit. Click To Tweet

The second part is scalability. My definition of scale is that the next sale costs less and is easier. Franchise number one was a lot of work and a lot of money to get it up in development. Franchise number 1,000 has cost me a lot less and is a lot easier to sell than franchise number one. As we get bigger, it gets easier and less work, not more work.

Back in the day, and I’ve sold out of it since, we had a rental business renting out fridges, freezers, TVs, and white and brown goods or stainless steel goods. If you looked at it, the first refrigerator we rented out took a lot of work. Number 100 is less work, less cost. Number 1,000 is less work, less cost. Number, 10,000 is way less work, way less cost. It’s all about that.

There are only eleven types of business models that have both leverage and scale. Franchising is one of those. Another is the rental business. When you look at that model, you must pick a model that has leverage and scale. You then look at the other two segments of strategy, and this is all in Pulling Profits Out of a Hat. The other two are marketability and opportunity size. Marketability means that the market already buys the product. It sells itself.

I have a commercial cleaning business. Why? It’s simple. If you have an office, a gym, a store, or something, you know it needs cleaning. You don’t have any say in whether it gets cleaned. All you have a say in is who cleans it and how often type thing. You have to get it. You have a budget for it. All we have to do is convince you to buy from us, not to convince you to buy. That’s the marketability side of it.

The opportunity side of it is how big the marketplace for that is. Unfortunately, a lot of people go into business. They might live in a small town and there are twenty restaurants. If the entire annual spend is $10 million in 20 restaurants, the average one’s going to be doing $500,000. You can’t survive on that sort of thing. You’ve got to look at it. That’s why geographically, you sit back and see it.

I find a business that is a great little business in one city, one town, one state, or maybe even one country. I say, “This business here in Melbourne, Australia, should be everywhere in the world.” We had a property management company we built and sold. It was based in Houston, Texas, in one location. We built it up across Texas. We’re about to go to the rest of America. We had a Silicon Valley company come along and want to offer Silicon Valley multiples. We said yes.

Listening to you riff about this, it’s fascinating how much thinking you’ve done versus doing. Do you set up a time every day or every week periodically? How do you do your thinking unless this is what you learned from somebody else?

There are three ways. Number one, I write books. I wrote a book called Raise Your Hand Marketing because the way marketing has shifted around the world. I’ve spent the last few years studying the shift in marketing because it’s so different than it was back when I first started in marketing. The tools are different. The market is different. The way we do it is different. When I’m writing that book, what I have to do is work out, “What is my formulaic methodology? How do I do that?” What Raise Your Hand is all about is how I offer something that gets a prospective buyer to say, “I’m interested.”

BYW 47 | Great Business Owner
Raise Your Hand Marketing: How to consistently & predictably buy lifetime customers

I do eBooks, downloads, podcasts, webinars, and so many different things. I have billboards that offer my book for free if you’re a business owner. They raise their hand and say, “I’m that book.” What does that mean? It’s, “I’m a business owner who’s interested in growing my business.” That is a great prospective customer for us.

We do one where we interview business owners. We say to them, “We’d like to interview you for our business spotlight series on how you grow your business.” If they say no, we know they’re not interested in growing their business. If they say yes, we know they’re interested in being publicized and growing their business, so we interview them. At the end of it, they ask us, “How does this business coaching thing work?” We do a lot of Raise Your Hand and stuff on that sort of thing.

The second thing that I do to learn it is teaching. I put on seminars, webinars, or that sort of thing. I find to teach, I have to think through more to be able to state how I do it. The third is I create a model. I mentioned this one, which is from Pulling Profits Out of a Hat. In that, it’s the five circles of discipline. What are the five circles that create exponential growth? If you’ve got all five of these circles working, you get exponential growth or you don’t get exponential growth.

Those are the three things that I don’t put aside specific time for it. If I was to add a fourth, it’s I buy companies and I do stuff. This isn’t, “Let me sit and postulate in my university office and teach what I think.” This is, “We bought a marketing agency in London last year. It’s scaling at a rate of about 30% quarter on quarter.” We’re sitting there going, “What things do we have to confront in our businesses?”

I’m getting my partner in our catering business and we’re going to a new solid site. He’s asking all the questions about leasing, and I’m having to go, “How long has it been since I did a lease? My CFO does all the leases these days.” You got to think back. Being a mentor to people makes you think more than being a student.

If people are reading this and they’re not familiar with ActionCOACH, tell them a little bit more about ActionCOACH.

It is very simply put. Business ownership is the loneliest job in the world. Owners struggle with either team, time, or money. They’re either struggling with people, working too many hours, or money, or a combination of all 3 or 2 of those sorts of things. What we do is work with those business people to help them become better business owners. We coach them, educate them, and put them into a community of other business owners because we want to get rid of that loneliness factor.

Business ownership is the loneliest job in the world. Owners struggle with either team, time, or money. Click To Tweet

I always found as a young man being a business owner, I couldn’t talk to anyone about my business problems. My friends didn’t understand. They didn’t own a business. My family wasn’t business people. I couldn’t talk to my banker. In fact, I’d probably try and hide everything from my banker. By building that community and that education and giving them the accountability of coaching, we find that builds the results for those people.

No matter what size of business you are in, we have a program for you. We coach the top fortune companies in their executive and their CEO coaching programs. We work with the smallest brand-new startups and young Millennial that are very excited about the business and who have an idea and want to get the education for it. We’ve built programs to go from one end of the spectrum to the other to help the entrepreneur and C-level executive to take the business to where they need it to be.

This is the last question for you. What’s the best piece of advice that you’ve ever been given or the best piece of advice you’ve ever given?

I’ll do both if I can.

Sure.

The best piece of advice I was ever given was from Jim Rohn. It was, “Work harder on yourself than you do on your job. Never wish life were easier. Wish that you were better. If you get better, life gets easier.” It’s the same as sales. If you get better at sales, it gets easier. If you get better at marketing, it gets easier. The flip of that is from me. The best piece of advice I can give anyone is your job in life is to be the best version of yourself. It’s not an average version of you. It’s an okay or a just-get-by version of you. How do you be the best dad, best friend, brother, sister, parent, or leader? How do you be the best version and show up as the best version of yourself? That comes with the theory of creating the best version of you too.

Your job in life is to be the best version of yourself. Click To Tweet

I love it. For people that are reading, if they want to follow you, learn from you, join ActionCOACH, become part of ActionCOACH, or hire an action coach, what’s the best way for them to connect with you?

Go to ActionCOACH.com or BradSugars.com. Go to any of those. If you hit any form of social media or that little thing called Google, you’ll find us anywhere. I don’t try and hide. I’ve even got a Pinterest and a TikTok account. I don’t dance. Interestingly enough, my number one TikToks are me writing out handwritten quotes on a note, putting it to speed, and then leaving the meme of the quotes. Whenever I explain anything on TikTok, I write it out. I do it as a video writing it out. In my Five Ways to Multiply a Business, I handwrite it and away it goes.

That’s awesome. Thank you so much for taking the time and spending it with us. I appreciate it. I look forward to staying in touch.

I love being on the show. I love what you’re doing. For anyone reading for the first time, make sure you subscribe to this thing.

Thank you.

It’s time for our last segment, Guess Their WHY. We’re going to pick Betty White. I wonder how many of you know who Betty White is. If you’re in the 40-plus crowd, you probably know for sure who Betty White is. She’s been around forever. She passed away in her 90s. It seems like she was going to live forever. She was always doing things differently. She was always pushing the limits. She was always reinventing herself. She was always a lot of fun. Sometimes, she would show up serious. Sometimes, she would show up as wacky in a certain way. I’m going to say that Betty White’s WHY is to challenge the status quo and think differently. What about you? What do you think her WHY is?

Thank you so much for reading. If you have not yet discovered your WHY, you can do so at WHYInstitute.com. You can use the code PODCAST50 to discover your why at half price. If you love the show, please don’t forget to subscribe and leave us a review and rating on whatever platform you’re using to tune in to the show. Thank you so much. I will see you next time. Have a great week.

 

Important Links

 

About Brad Sugars

BYW 47 | Great Business Owner

Internationally known as one of the most influential entrepreneurs, Brad Sugars is a bestselling author, keynote speaker, and the #1 business coach in the world. Over the course of his 30-year career as an entrepreneur, Brad has become the CEO of 9+ companies and is the owner of the multi- million-dollar franchise ActionCOACH®.

As a husband and father of five, Brad is equally as passionate about his family as he is about business. That’s why, Brad is a strong advocate for building a business that works without you – so you can spend more time doing what really matters to you. Over the years of starting, scaling and selling many businesses, Brad has earned his fair share of scars.

Being an entrepreneur is not an easy road. But if you can learn from those who have gone before you, it becomes a lot easier than going at it alone. That’s why Brad has created 90 Days To Revolutionize Your Life – It’s 30 minutes a day for 90 days, teaching you his 30 years experience on investing, business and life.

 

Categories
Podcast

Build Your Brand With The Right Messaging And Marketing With Michael Fishman

BYW 46 | Brand Marketing

 

There are just so many things written about marketing that it becomes even more complicated to figure out how best to do it. Great thing that this episode’s guest has the WHY of Make Sense, and he is driven to solve complex situations, especially in marketing. Join Dr. Gary Sanchez as he interviews Michael Fishman, a growth advisor to founders, leader of Consumer Health Summit, and a strategic angel investor. Here, Michael lets us in on how he helps companies with their marketing as well as build their brands through the right message. He wades through the complexities and shares the most important word you need to know in marketing. Hint: it’s not the word “free.” Full of insights on business and psychology, Michael gives us a show full of wisdom to add to our tool belt. Don’t miss out on them by tuning in to this conversation!

 

Watch the podcast here

Listen to the podcast here

 

Build Your Brand With The Right Messaging And Marketing With Michael Fishman

This is a great episode you’re going to love. I get to interview Michael Fishman. He is a marketing strategist. You will find him fascinating. He helped companies like Bulletproof, Athletic Greens, Thrive Market, The DNA Company, BrainTap, and Prevention Magazine to build their brands through the right messaging. His specialty is messaging. In this episode, he shares with us how he does that and the most important word that you need to know in marketing. It’s not the word free. You will see what it is in this episode. I have seven pages of notes from listening to Michael Fishman. You’re going to love it. Let me know what you think. Enjoy this episode.

In this episode, we’re going to be talking about the Why of Make Sense to make sense of things, especially if they’re complex and complicated. If this is your why, then you are driven to solve problems and resolve challenging or complex situations. You have an uncanny ability to take in lots of data and information. You tend to observe situations and circumstances around you and then sort through them quickly to create solutions that are sensible and easy to implement.

Often you are viewed as an expert because of your unique ability to find solutions quickly. You also have a gift for articulating solutions and summarizing them in understandable language. You believe that many people are stuck and that if they could make sense of their situation, they could develop simple solutions and move forward. In essence, you help people get unstuck and move forward.

I’ve got a great guest for you. His name is Michael Fishman. He’s a growth advisor to founders, the leader of the Consumer Health Summit founder community and a strategic Angel investor. From his early twenties after earning a Bachelor’s degree in Environmental Science and Biology from Binghamton University, he knew that helping companies that help people to feel better, perform better, and live longer would be the focus of his professional life. This is his purpose to advise founders for whom the currency of success is impact, with valuation and financial awards, a natural by-product.

For many years, he has been a leading advisor to founders on marketing, positioning, and accelerated customer-centric business growth, helping to grow businesses, many from inception such as Bulletproof, Athletic Greens, Thrive Market, The DNA Company, Suggestic, BrainTap and Rodale Prevention and Men’s Health publishing brands, as well as many of the leading personal brands who serve large online customer communities. Michael, welcome to the show.

I’m honored to be here, Gary. Thanks for the honor.

This is going to be fun. There was a lot more to your bio that we’re going to get into because it was about a page and a half long, but I would rather have us talk about it than read about it. Michael, tell everybody where are you at. What town are you in?

I’m in Paradise Valley, Arizona, which is adjacent to Scottsdale and Phoenix.

Let’s go back to your life. Let’s start with when you were younger. Where did you grow up? What were you like in high school?

I grew up in Queens, which is part of New York City. In high school, I was insecure, shy, tentative, and cautious. I had a bunch of friends but not the cool kids. I was on the tennis team. That was a passion. That sums it up.

You played tennis. Were you much of a problem solver at that time? Did your close friends come to you and ask you to help them with different things that they were dealing with?

I don’t think so. I started to develop a sense of self and the ability to be introspective and to learn what was residing within my heart, my soul and my range of capabilities came early in my college years. I had a few friends in high school. I could see the beginning or the germination of that part of me, but it certainly wasn’t well-developed nor did it have a lot of self-expression.

BYW 46 | Brand Marketing
Brand Marketing: I started to develop a sense of self and the ability to be introspective and to learn what was residing within my heart, my soul and my range of capabilities.

 

When you were young, let’s say 5 to 10 years old, was there a time when you had to grow up fast and solve problems that might be coming that a typical kid didn’t have to deal with?

I think so. I don’t know how well I solved them with your prowess and training. Some of what I experienced, I turned against myself or located or experienced some feelings of insufficiency. My dad is still on the planet. He wasn’t physically hurtful but he was very loud and scary. I learned at around that time to sense people’s physiology, their faces, their voices and all the nuances of how people show up.

I was looking for danger signs, which is something, as you can appreciate, that I still have a sensitivity for. There were some survival skills there handled very poorly or not at all. Every child has something. What I experienced wasn’t tragic but at the same time, it was consistent and hurtful in many ways, and something to dive into and explore later on.

That’s what’s common about people that have the why of make sense. That’s why I asked you that. For those of you that are reading, I didn’t pull that question out of nowhere. It’s very common for somebody good at solving problems and figuring things out quickly. At a very young age, they had to do that. Oftentimes, it was a situation like what you’re talking about where a parent was a challenge in one way or another.

When they come home, you’ve got to quickly figure out, “What’s happening? Are they having an issue or not? What do I have to do? Whom do I have to protect?” It’s all that stuff. The reason I asked you that is that oftentimes, that then translates into how they are in middle school and high school, but you were saying that maybe in high school, that hadn’t come out quite as much yet until you got to college.

It’s interesting because in middle school, I was quite talkative. I was always academically quite strong. In my house, you had to be. That was the focus of everything. I would get very high marks academically and then I would get a U for Unsatisfactory Conduct. There was a talkative and garrulous side to me that was consistent in middle school. It felt like it surfaced in middle school around the time of puberty but then in high school, I went back underground because it resided within me. It wasn’t like I was editing it or containing it. I closed it and threw out the key. It’s that kind of survival tactic.

My mom in high school at 15 or 16 noticed me getting frustrated, tense, or angry. She would see me grip my teeth and stuff those emotions, whatever they were because there was no space to say them. There was no safety or space to express it so I would bury it. I’m always committed to allowing to be open and allowing for that healthy self-expression and not being loud and not disproportionate expressions of anger but allowing myself to feel and to say what I’m feeling in an effective way.

You graduate from high school. You went off to college. Where did you go to college?

Binghamton University, which is one of the state universities in New York.

What was that experience like for you?

That was a great experience. That was my first taste of what we could call freedom being on my own, living in the dorms for two years and then in a rented house in my junior and senior years and making friends, a few of whom I still have. I went to university at seventeen and a half. That was fantastic. At that time, I considered myself to be sensitive, which was a euphemism for a victim.

That was when I began to go inward, feel and express inside of a frame of locating myself as the victim of my childhood and situations. Instead, I later learned to be the effect to be at cause, and also to not interpret or assign different aspects of insufficiency to myself as an outcome of things that had happened. There’s what happened and then there’s the story you tell yourself about what happened. That’s very familiar to you. I later learned about the facts, the story we attached to the facts, and the power of the collapsing of the two.

Do not interpret or assign different aspects of insufficiency to yourself as an outcome of things that had happened. Click To Tweet

What did you major in college?

Environmental Studies with a focus on Biology.

Why did you pick that?

I was always a science student. I was a decent writer in English and so forth, but science seemed to be the natural affinity for me like biology and chemistry. Nobody pushed me there. It was always the focus even in high school. That’s where I did any specialty work that I could. One of the summers during my undergraduate years, I studied at Cornell’s Marine Laboratory, which is about 10 miles out in the ocean off of Maine. That was my academic major but I took as many electives as I could in Shakespeare, jazz history, writing, and other sorts of things. That appealed to me very naturally because I have a right-brain and left-brain bridge in many respects. Art, design, creativity, writing, and music light me up big time.

You graduate from college and then off to your career. What was your first job out of college?

My first job was working in a number of record companies. During my university years in addition to my academic work, I was involved with the radio station. I was on the air for four years with a regular show of jazz programming. I worked for a number of record labels in New York. I was writing record reviews and interviewing musicians for several different music magazines at that time. That lasted about a year.

If I knew then what I knew now about perseverance and stamina, I would have stayed in that field. I certainly have no regrets but when I was 22 and the music business looked even then quite precarious, I pivoted and did something else, which led to where I am, which was to take an entry-level job in a marketing agency in New York.

You’re off to New York from there. What marketing firm was that? Was that one of the larger ones or an entry-level all the way around?

It was a very small marketing. This is pre-internet. This is in the early ’80s in direct response marketing and principally direct mail, which is in many respects a more sophisticated science than internet marketing because of the cost of physical mail. When you mail millions of pieces, you have to know you’re not going to get hurt. This was a firm in the mailing list business that was in a commodity mindset. There wasn’t a lot of thinking going on there. I didn’t have any mentors there but I found my way into marketing by realizing all on my own. It was hidden in plain sight. It was right there to see.

I saw it. It’s understanding what people will do when presented with a piece of mail or an ad online. What is that mechanism? What is that interface? What do the eyes do? What does the brain do? What is that person aware of? What are they not aware of? It’s all the conscious and unconscious dynamics of that moment when that piece of mail comes out of the mailbox at that time. The psychology and the dynamics of that were fascinating to me. When I dove into it on my own, self-taught, it enabled me to develop a reliable predictive power to understand what audiences would respond to what offers. That was the beginning of my work in the marketing world.

What do you mean by what audiences will respond to?

As an example, there are still magazines around although they’re not quite as robust as they used to be. When we open up a copy of Sports Illustrated, Cosmopolitan, or whatever your readers are enjoying, there are ads in the magazine. That’s ad revenue to that publisher. Companies pay money to put ads in magazines. In a very similar way, companies can pay for that same media. Let’s say Sports Illustrated, Cosmopolitan, or whoever. Other advertisers, instead of taking an ad in the pages of the magazine, can mail it to that readership and go direct to their mailbox.

As an example, one of my early clients was Prevention Magazine. It’s still a flagship product in the category. One of my first assignments was helping them to locate new prospect lists to mail and offer for Prevention Magazine. There were many lists of people that were reading other health publications. It stands to reason. If they’re reading this other newsletter on health, they have an interest in health. They might say yes to Prevention but the other thing that I came to realize also is that, unlike a lot of things we could mention like birdwatching, quilting, or woodworking, those are niches.

If you want to sell something in those categories, you need to find people who do it because you’re not going to convince anybody to start by asking them to read your magazine but we all are going to deal with health at some point. You can start taking good care of yourself in your 20s, 30s, and 40s to prevent all the stuff that could happen later or maybe you’re 60, 70, or 80 and you have certain health challenges. Either way, I was able to show them even in my early twenties. I thought, “Health isn’t a niche. Health is everybody sooner or later.” We can mail to other kinds of lists other than lists having anything to do with health.

Health isn't a niche. Health is everybody sooner or later. Click To Tweet

We know that the people on that list are the same set of characteristics that read Prevention. Let’s say they’re women in their 60s or 70s. Let’s say they have been known to purchase something through the mail before, which is an important behavioral precedent. I was able with a high degree of accuracy to help them grow their business and ultimately grew a $400 million book business behind the Prevention flagship brand by understanding, A.) Health is not a niche and B.) What other kinds of prospect lists can we mail to or promote that will say yes in numbers as robust as mailing a list of people known to be reading about their health?

You figured out a better way by thinking outside the box to come up with something that’s going to work better.

They had a number of limiting beliefs. The most suffocating of which was that they had to locate people who had previously expressed an interest or shown an interest in their health. To me, that was unnecessary because I surmised that everybody deals with their health sooner. If you’re in your 30s, for the most part, you’re preventing things. If you’re in your 60s, 70s, or 80, you may have a challenge of 1 or more kinds. That one realization doesn’t mean I’m brilliant. I just noticed what they hadn’t noticed.

Once you did that for Prevention Magazine, did you stay at the same firm? Did you go to another firm or start your firm? What happened to you next?

I was at that firm for another year or two and then I moved over to another competing marketing firm. I was there for about twenty years before going out on my own a couple of years into the internet in the early 2000s. Amazon got cooking in ’97 or ’98 as a benchmark. In the early 2000s, I left the firm that I had been with for a little over twenty years and have been on my own since then.

At that time, I migrated over to eCommerce as well. The tactics and the specifics of the internet are very different from the tactics, specifics, and dynamics of offline marketing but the psychology is the throughline. As long as human beings are constituted the way we are, psychology will always be the constant that we can look at and rely on to communicate clearly, compassionately, and effectively.

What are some of the things that you’ve learned about psychology that are similar to offline and online marketing? Give us an example.

Every field has its lingo and jargon. No matter what field you might be in, there’s the tribal language and the language that the practitioners know. Newcomers are more than likely less fluent. As an example, I have a couple of guidelines for clear and compassionate communication, meaning not being nice to people but speaking in a way that they can understand and appreciate the value of what’s being said. One is to be not easily understood but impossible to misunderstand, which is a huge difference.

Another one is you want your prospects to understand you. You also want them to feel understood by you. It’s a big difference. The way that happens is they can understand you if they understand the words that you use to describe your business or the way you can help them. They feel understood by you when you use the words that they would use.

If you use a lot of words they never use, let’s say the phrase optimal wellness, there’s not a human being that ever went to a doctor and said they wanted optimal wellness but brands use the term all the time because it’s generally used in a desire to sound smart or legitimate to prove something. People might understand what optimal wellness means. They could understand you if you say that but they don’t feel understood by you because you don’t speak the same language.

If you say, “We’re going to help you feel so much better,” I get what that means and that’s how I would say it too. We’re connected because we linguistically are a match. Here’s another aspect of this. When we put words in front of people that they understand but don’t use, there’s a break that can understand you but they don’t feel understood by you because you’re not speaking the same language.

The other piece is if you put a word in front of them that they do not know. They don’t know what the word means. They don’t blame you or the brand that used that word. They blame themselves because that brand gave them a piece of evidence that day to confirm their feelings of insufficiency around their intelligence. If you use a word they don’t know at all, they don’t blame you. They blame themselves. They leave. They’re gone. We can all appreciate that any reminder of our feelings of insufficiency around intelligence and any experience that we’re not smart enough for is not a good feeling. No one would hang out for that.

These are some of the dynamics of language and being clear and compassionate that either engage people where they identify the relevance to them of what is being promised. The prefrontal cortex identifies relevance. The amygdala is where the fight or flight response generates. It tells that human animal, “You’re safe here.” The front of the brain and the back of the brain both give a green light and that brand, coach or person online has earned the right of the next few moments of that person’s life to say a little more but it requires the marriage of a green light in the amygdala and the prefrontal cortex.

It’s relevant. The animal experiences safety. A rattlesnake and a typeface can both be dangerous to the brain. Danger is danger. Consciously, we know a rattlesnake can hurt us. A picture on a website or a typeface can’t hurt us but there still is the amygdala with the fight or flight response to contend with. People don’t sit around conscious of that. They leave websites.

I hear you using the word feel an awful lot. That’s maybe not what is typically talked about or thought about when we’re talking about marketing. A lot of people are like, “How do you get them to take action? How do you get them to buy? Let’s get them to buy.” You talk a lot about feelings. Why is that?

Thanks for noticing. I hadn’t noticed. Most businesses are online or at least have an online component. Whether you’re serving 100 clients or millions of clients, I see that business, not as your property, is a dialogue between the brand or the individual and each person that comes to that web platform. In a relationship, there are feelings of safety, relevance, hospitality, compassion and kindness.

BYW 46 | Brand Marketing
Brand Marketing: Business is a dialogue between the brand or the individual and each person that comes to that web platform.

 

Part of it is feelings because you can ask people, “We got the supplement on time. It helped your headaches. You got it on time. It did what it was supposed to do. How do you feel about the relationship with this business? Did you feel that they took good care of you? Were things happening for you? Were things happening to you? Was there service? Was there hospitality? Did you feel honored throughout that process?”

That’s what creates the continuation and ultimately the longevity of relationships. I would suggest it’s how people feel about it. Even if they don’t sit around thinking about it or say it that way, that’s what’s required. “I feel this is valuable. This product helped me.” I love the question. Thank you for noticing. A lot of the continuation of business relationships is either with consumers or professional relationships in a coach and a client or a lawyer and a client. If we look, people stay in those relationships or don’t because of how they feel.

People care how you make them feel. I don’t think that most people notice that or pay attention to it. I’m sure that I don’t enough because it’s not in the forefront as you’re talking about. It sounds like there are certain questions that you ask before a piece were to go out, publicized or put out to the market. There are certain criteria that it has to pass before. I need your blessing on this, Michael. Are there certain things that it needs to pass to get by you?

I haven’t touched a piece of direct mail in many years. Everything I do is eCommerce but still, the answer is yes. Here’s a very interesting thing. No matter what the offering is, it could be coaching, a health product, a fitness product, legal services, or house cleaning. The special point of differentiation is what I call the flag on the moon. You go to the moon and put your flag down. You’re the only one there. It’s just you. What is your flag on the moon? What is your point of differentiation that makes you special, unique, different, better, or whatever that point of superiority or something in the marketplace that’s different, new, and more effective?

However, if you articulate that point of differentiation in a way that still sounds like all the noise out there, you become dismissible because the newness and the innovation in what you’re describing get missed. The voice of your brand or the board the voice of what you’re saying even as a professional sounds like the rest of the clutter and noise that’s out there. Not only is it important to express the point of differentiation but to say it in a way that stands out and doesn’t sound like the whole chorus that’s out there. You can be different but still, be dismissible if you sound like everybody else. I’m always looking for the point of differentiation. Does it stand out in its category by having contrast to all those voices that are out there that sound similar?

What I heard you say was you need to have a point of differentiation said differently.

You said it better than I did. Thank you.

You said that but I wrote it down. I don’t know if you said that but it’s interesting. It’s a point of differentiation said differently. Would you have an example that you can think of? I’m catching you off guard but is there an example of one that you can think of or a company that was struggling before in standing out and differentiating themselves and then they went through and worked with you and you created a different way to differentiate them?

We’re working with a company in what we call the ready-to-drink space, meaning you can go to Whole Foods and buy a can or a beverage. This uses the ingredient kava, which is a plant product. It’s not a recreational product. All it does is have a relatively minor calming effect. The language we’re working with at the moment is, “Connect at your best.”

You can connect at your worst by consuming all kinds of other things. It’s the contrast to doing anything at your worst, intoxicated, messed up in some way or even disproportionately angry. Connect at your best. It tracks the origins of the product in the South Pacific, what it’s known for and some of its connections to spirituality, at least in terms of its origins from where it comes from.

That’s one example. I have so many. I’m advising a doctor in Florida who treats men. The message there is, “Be your absolute best again.” Any man 40 or 50 at least can point to something even minor, “I used to be stronger. I used to have more stamina,” or whatever it might be. Be your absolute best again. Another great example is no longer in use but it worked and measurably performed for many years for women’s hormones. As we have all heard and hopefully not experienced, when women’s hormones are in dysregulation, there’s a lot of physical and emotional discomfort for her and many times the people around her. This tagline was, “For women, at home in your body, at last.”

For a lot of women in that position, their body feels like an opponent, almost like enemy territory. The words, “At home in your body,” are soothing. “At home in your body, at last.” What did the two words ‘At Last’ mean? They’re acknowledging all the years of frustration, pain, and discomfort when the problem was not handled. Those two words ‘At Last’ are a huge acknowledgment of the months or even years when the problem wasn’t effectively addressed.

I’ll say one last thing if I can about that. A lot of marketers or people in marketing will tell you, “The most powerful word in marketing is free.” I know all about this. I grew up in free in direct response but starting things with free creates an expectation ongoing in that relationship. People have an expectation for more free, discounts and this sort of thing.

Not only individuals but brands have a soul. Brands have a voice. For me, the most important, effective, and powerful word in marketing is ‘Let’s’ because it immediately indicates a partnership, “Even if I never meet you, and I read your blog, or I buy your online course, let’s get you healthy again. Let’s get you all the success you ever wanted. Let’s have your relationship be happier.” Anytime someone sees ‘Let’s’ without thinking about it, they know that we’re going to do it together, “Let’s go skiing. Let’s go to the movies.” There’s togetherness and partnership. It immediately takes away from that person that they were in it alone.

BYW 46 | Brand Marketing
Brand Marketing: Not only individuals but brands have a soul and a voice. The most important, effective, and powerful word in marketing is ‘Let’s’ because it immediately indicates a partnership.

 

When did you realize how powerful ‘Let’s’ is?

I don’t use it every day, but it’s always one of my number one favorite words. I don’t put it everywhere that I go as an advisor. I’m going to say it’s easily a decade. I was working with a woman who’s a founder of a health coach training program. This line is no longer in use either but it was extremely met and measurably productive. Her field or area is nutrition, fitness, and weight loss. The line that we came up with was, “Let’s discover what you’re really hungry for.” Really was in italics, indicating it’s not food.

It’s love, affirmation, and safety. Love, affirmation, and safety pretty much cover it. Acknowledgment. As you can appreciate, those don’t sound like the stuff you run into all day long in those categories. You can’t look away. Once you hit that line if it’s relevant to you, there’s a pattern disruption. You’re not scrolling or swiping. All of that frenetic energy stops because it pierced your heart and soul.

I’ve got six pages of notes that I’ve had since we started.

I’m very flattered. I hope they’re yours to use.

Thank you. How do you go about helping someone discover, develop, create, manifest or whatever word you use for their tagline?

I’m very grateful for the question. It’s a very important question because most coaches, advisors, professionals and brands either sit in a boardroom or go to the Bahamas for three days and brainstorm it on a whiteboard. It’s all well-intended. I’m not knocking it. There’s a better way. Others will pay an agency a lot of money to say, “Please tell me who I am.” In my experience, because I always work with a scoreboard, I want the measurability that what I’m doing is performing mathematically and financially.

I don’t believe taglines are composed. When they’re clever or kitschy or when they sound like they came from a boardroom, they don’t. There’s plenty that came from a boardroom that is out there working but by and large, especially since every company has a voice and a soul, I would suggest taglines are at their most powerful and penetrating to the heart and soul of the reader if they’re not composed so much as they are revealed.

Taglines are at their most powerful and penetrating to the heart and soul of the reader if they're not composed so much as they are revealed. Click To Tweet

If it was you, Gary, I would say it lives inside you. In the next few hours or the next day or two, we’re going to locate it like an archaeological dig. You brush away the sand and the pebbles and then you find the gleaming jewel that was buried in the sand. I’ve done this probably 40 or 50 times in recent years. This isn’t the gospel truth. A fly on the wall would not see this but it’s a way to hold the process. We’re not composing it. We’re revealing it because it’s a deep inquiry into the heart and soul of the founder and why she or he is doing what they’re doing. There’s always a reason. I used the word feel quite a bit. I work with people on their taglines.

When I go through this process, let’s say I’m with someone and I hear a woman use the word freedom in a period of a few minutes. I’ll say, “I want to acknowledge. I’ve heard the word freedom a number of times in the last few minutes. What does freedom mean to you?” What does Feel mean to me? I’ll say, “What does freedom mean to you?” It’s partly hearing that word and noticing the pattern. It’s partly noticing their physiology. Are they joyous or somber? Are they crying? What do I see on their face that’s connected to the words that are coming out of their mouth, especially when there’s a pattern? I’ll say, “What does the word freedom mean to you?” We will go down that path.

I’m always listening and watching for patterns. Usually, the tagline will come out of the person’s mouth. They don’t even know it. They’re in a flow state. They’re speaking. All of a sudden, I’ll say, “What did you say? Say that again.” A lot of times, lightning hits the room. It’s done because it got revealed. It’s a promise to the world. It’s very clearly articulated. It passes every test some of which I shared. It passes every test you could throw at it. It originated in the heart and soul of a human being with a purpose. That’s why it lands so powerfully with the reader. How it reached the eyes and/or ears of the prospect connects as deeply as it originated.

It’s interesting because where we started is almost where we’re finishing. As a kid, you were put in a position of trying to figure out, “What’s going on here? What do I notice? What are the little things I’m picking up on to try to figure out what’s happening here? What are we trying to say here?” That’s what you’ve done your whole life. You’ve got systems and processes for it but you were doing it as a little kid.

Thank you for noticing that. I had not put those together. I’m very grateful for your observation. Thank you.

We do our why our whole life. It’s why I would choose you and what makes you special. For those of you that are reading, Michael’s why is to make sense of the complex and challenging. He does that by challenging the status quo, thinking outside the box, thinking differently, and pushing limits. Ultimately, what he brings is that trusting relationship where others can count on him. Michael, we’re running out of time so I want to make sure that you get an opportunity. If they’re saying, “I want to work with him. I want to follow him and see what he’s doing,” what’s the best way for people to get in touch with you? What kind of people would you like to get in touch with you?

I typically coach and advise founders not limited to but principally in wellness, fitness, or personal development on messaging, positioning, and business growth with some of the tools and things we have discussed. I’m advising a woman who in turn coaches executives and other people who get in front of other people on media and speaking skills. I’m advising an eCommerce site and golf apparel. They’re way up. If anybody feels an affinity for this work, I would invite you to reach out.

You don’t need to be in wellness, fitness, or personal development. If you’re on purpose and you’re passionate about what you do, it is a calling for you, and the currency of success for you is impact, I would be honored to talk to you. Please know that. My DMs are open on both Instagram and Twitter if you’re on either of those platforms. Most people have one or the other or both. That would be best.

Michael, thank you so much for being here. I thoroughly enjoyed this. I have seven pages of notes. You got me thinking differently. The little things or the choice of a word is so powerful that I’ve got to think more about it so that it’s on purpose versus not clear.

Thank you, Gary. I’m honored about this visit, for this conversation, and to have made a difference if I have. I point out things that are hidden in plain sight. Thank you for this honor. I enjoyed it.

It’s time for our new segment, Guess the Why. I’m going to pick Snoop Dogg. I don’t know a ton about Snoop Dogg. He’s a rapper. He has stayed relevant for a long time. He’s in a lot of commercials still. He’s well-liked by a lot of people. He doesn’t seem like he’s a big troublemaker or that he’s caught up in being a gangster and all that stuff, but that’s just my impression. I’m not sure. If I had to go with what Snoop Dogg’s why is, I’m going to go with contribute. It seems like he wants to help, be part of it, and help other people do better as well. It’s not only about him.

That’s my impression, and I may be wrong. I would love to hear what you think Snoop Dogg’s why is. Thank you so much for reading. If you’ve not yet discovered your why, you can go to WhyInstitute.com with the code, PODCAST50. Discover your why at half price. If you love the show, please don’t forget to subscribe below and leave a review and rating on whatever platform that you’re using because that will help get us to more people. I enjoy bringing the why and the WHY.os to the world so that we can have a bigger impact and help one billion people live their life on purpose. Thank you so much for reading. I’ll see you next time.

 

Important Links

 

About Michael Fishman

BYW 46 | Brand MarketingGrowth advisor to founders
Leader of Consumer Health Summit founder community
Strategic angel investor
From my early 20’s, after earning a Bachelor’s degree in Environmental Science and Biology from Binghamton University, I knew that helping companies who help people to feel better, perform better, and live longer would be the focus of my professional life. This is my purpose, to advise founders for whom the currency of success is impact, with valuation and financial rewards a natural by-product.
For over 30 years, I’ve been a leading advisor to founders on marketing, positioning and accelerated, customer-centric business growth, helping to grow businesses, many from inception, such as Bulletproof, Athletic Greens, Thrive Market, The DNA Company, Suggestic, BrainTap, and Rodale (Prevention and Men’s Health publishing brands) as well as many of the leading personal brands who serve large online customer communities.
Harnessing insights into psychology and linguistics, many my own, that enable compassionate communication and committed customer engagement has been my passion and a significant lens through which I view business growth.
Along these lines, how the founder’s origin story and personal work on their trauma history might impact their abilities to lead, articulate and craft work culture, and pivot their model when necessary, are strongly considered.
Also, I created the Consumer Health Summit founder community in 1994 as a private, invitation-only group for leading and early-stage founders who operate customer-centric businesses with both purpose and prowess. I’ve been leading the community and curating the participants and faculty at this annual gathering ever since. Business categories include fitness, supplements,
food/beverage, apps, wearables, health tech, home diagnostic testing, and others.
Members include founders of Bulletproof, Thrive Market, Oura Ring, ChiliPad, The Spa Dr., Jigsaw Health, Microbiome Labs, Upgrade Labs, Equi.Life, and The DNA Company. Revered faculty include partners from Mayfield Fund and Rothschild and Co., as well as psychology academics from Stanford and Harvard universities.
As a speaker, I share how the founder’s origin story, clear messaging, customer care and work culture combine to take companies from merely good to the admired best at what they do.
Categories
Podcast

The WHY Of Simplify: Navigating Towards Midlife Success With Greg Scheinman

BYW 45 | Midlife

 

The world is complicated as it is. Why make life harder? If you are one that makes everyone else’s life easier, then you must have the WHY of Simplify just like today’s guest. Dr. Gary Sanchez is with Greg Scheinman. Greg has more than 20 years of experience launching and leading businesses to success. He takes us into his journey, following a path of the least resistance that led him to create Team Baby Entertainment, INSGroup, and ROW Studios. Currently, Greg is the Founder of The Midlife Male, a media company and performance coaching program helping men maximize middle age. He shares how he is simplifying how they can find success through what he calls the Six Fs. Find out how Greg is living a harmonious life and exploring authenticity. Learn to look at midlife from a much simpler view, seeing age not as something to fear about but something aspirational.

Watch the episode here

Listen to the podcast here

 

The WHY Of Simplify: Navigating Towards Midlife Success With Greg Scheinman

 

In this episode, we’re going to be talking about the why of simplify. It’s a very rare why. If this is your why, you are one of the people that makes everyone else’s life easier. You break things down to their essence, which allows others to understand each other better and see things from that same perspective. You are constantly looking for ways to simplify from recipes you’re making at home to business systems you’re implementing at work. You feel successful when you eliminate complexity and remove unnecessary steps.

You like things direct and to the point, “Don’t give me the fluff, just hit me with the facts. I’ve got a great guest for you. His name is Greg Scheinman. He has twenty-plus years of experience launching and leading businesses to success such as Team Baby Entertainment, INS Group, and Rose Studios. Team Baby was acquired by Michael Eisner. INS group was acquired by Baldwin Risk Partners. He is currently the Founder and face of Midlife Male, a media company and performance coaching program, helping men maximize middle age. His weekly podcast and newsletter reach 15,000 people. He is a bestselling author, coach, athlete, and most importantly, a husband and father to two amazing sons. Greg, welcome to the show.

It’s great to be here. Thank you for having me. That doesn’t sound as simple as you read.

You got to simplify that. Where are you right now? Tell everybody what city you’re in currently.

I’m in Houston, Texas. I have been in Houston, Texas for 21 years now. My wife was born and raised here. I am a born and raised New Yorker who happily has migrated and now has a life as a Texan.

Let’s go back to your life. Take us back to when you were in high school. What was Greg like in high school?

Right up until the end of high school, life was pretty simple. I was born and raised on the north shore of Long Island. We were in an upscale community. Mom and dad were together. I have two younger brothers. We’re privileged, very much so, with no hardship. We went to the school closest to our house. We went away every summer to camp and played ball up in New Hampshire. Life was very simple and good. I was popular in high school. By default, things came pretty easy to me back then.

Were you into sports?

I did sports. I was athletic. I swam and played tennis. Later on toward my sophomore, junior, and senior years of high school, I got very into fitness and lifting weights. I had knee surgery early, so it got me into lifting weights and taking care of myself. I’m always athletic and happy. In my senior year, my father got sick. He got cancer and ultimately passed away not long after. That’s when simple got very hard. Heading off to college was the first real trauma and the first real hardship, losing an actual father figure, the changing of the family dynamic, and going off on my own to college, all at the same time.

Where did you go to school?

In the University of Michigan in Ann Arbor. It was the best school I got into. I wanted a big ten-atmosphere. It’s a great school. I knew a few people there. I had a good experience when I had gone out to visit. That was where the dividing line in the country was set. I didn’t want to be too far away from my mother at that point.

I don’t know if you heard what I said, but I said it’s too bad. The only reason I said it’s too bad is because I went to USC. USC has a big match-up with Michigan. I heard a lot from people that went to Michigan about those rivalries.

You guys are better than us for quite some time. Now we’re starting to get good again. When I was there, we were really good. We hit a rough patch for many years. We’re starting to get back again.

It’s the same with us. We hit a pretty rough patch and now we’re getting back. A lot of money is now being poured into it, good and bad. I don’t know how I feel about that. You’re at the University of Michigan, what did you major in there?

Partying and drinking. That was it for a while. I spiraled out of control while I was in college. I didn’t have anybody looking over me or paying attention to what I was doing. I’m short of making sure that I passed and continued to have school paid for and taken care of. I didn’t over-index in academics. I was a Communications major while I was there. I thought that I wanted to be in entertainment and film. I was gravitating towards anything that did not seem serious, and that didn’t seem like I had to put a lot of work in. I was the guy who was looking for the simple way, the easier way out, or the path of least resistance. Let me do what comes easily and naturally to me.

BYW 45 | Midlife
Midlife: I was the guy who was looking for the simple way, the easier way out, or the path of least resistance. Let me do what comes easily and naturally to me.

 

Did you end up with a degree in Communication?

I did. I also was in a rush for whatever reason to get out of there early. I ended up graduating in three and a half years rather than four, and staying and using the extra time to have more fun. It was always what’s easier. I could take a course that’s less challenging, pick up the credits, and get through it. I always thought I had to have the way. There had to be an angle. I did graduate early. From what I remember, it was a positive experience at school, but I was also dealing with a lot of personal trauma, loss, and grief that I wasn’t addressing.

You graduate with a degree in Communication early, then what happens to you? Were you off to get a job? Where did you go from there?

I guess that’s the path as a young man that you’re supposed to follow, which is graduate college. I come back to New York where I’m from and you’re supposed to get a job. What did I do? I wanted to get a job in the entertainment industry. I thought I wanted to be a film producer and get into that industry. I got an apartment in Manhattan, a shoebox-type apartment. I ended up getting my very first job right out of college as Harvey Weinstein’s assistant at Miramax Films.

I landed on Harvey’s desk right out of college as the number four assistant. I know somebody that knows somebody. The next thing I know, I’m there as assistant number four. When you think about mentorship or father figure or who is the next man in your life post-graduation, dad wasn’t around anymore, this was what I got hit in the face right out of school. I landed on Harvey’s desk as the number four assistant. Within a couple of months, I ended up being the number one guy. They promoted one and fired another that refused to travel with a female. The next thing I know, I’m the guy.

What is he like?

I guess one of my crowning moments was I have the distinction of having told Harvey to F-off 30 years before the #MeToo era. My rationale for that was my father would roll over in his grave if he knew I let somebody talk to me and treat me that way without taking care of the situation.

What do you mean by that?

This comes up a lot. I never saw Harvey do anything illegal. That being said, I believe everything that I’m hearing and everything that he’s doing. When I was with him, this goes back 30 years, he was a prick. He was already on the list of worst bosses to work for in America. All of it was there, but it had not transcended and crossed the threshold into illegal, immoral, or everything that has gotten him exactly where he deserves to be now. It was a completely inappropriate and hostile work environment.

I’m a 21-year-old kid and most people put up with it because they wanted to get promoted within the industry. I was either too egotistical, narcissistic, ego-driven, stupid, immature, or whatever to think that that was the only way I could succeed in the industry, or that could possibly hurt me if I got up and left, so I did it anyway. That’s what I did. I left, but I still ended up producing a few movies on my own. I accomplished my goal of dedicating them to my dad, seeing his name up on the screen, and doing that. It then became a little bit of, “Be careful what you wish for,” because it wasn’t what I wanted. It wasn’t the healthiest lifestyle. It wasn’t what I saw myself doing long-term.

What do you mean by that?

Early on, you don’t know what you don’t know. Because I didn’t have a family business to go into anymore, I didn’t have anybody necessarily advising me or mentoring me and getting great advice. I had this opportunity to try different things, good and/or bad, and wing it and be curious. I believed we’re bought into certain stereotypes, perceptions, or ideas that I thought, “It would be this,” and it turned out to be that once you tried it. I didn’t like the downtime between projects. Do you know what they say about acting and film sometimes, “They don’t pay you for the acting but they pay you for the waiting?” There’s a lot of time in development and waiting around. I’m somebody that requires a little bit more movement.

You leave Harvey Weinstein and you start doing some other movies yourself. Is that when you got into Team Baby Entertainment?

What happened was I thought I was going to get out of the entertainment industry. I made a few movies and sold them to a production company. From there, we had a little bit of runway. Ultimately, around that time, I met Kate, who is now my wife. We decided to relocate to Houston, Texas where she was from. I wanted to get out of New York, LA, and all the other Miami stuff that we had done. Houston was where she was born and raised and we decided to settle down here. That’s where the impetus for Team Baby came from.

When we had our first child, our oldest is 19 now, I’m there like a lot of entrepreneurs. Where do you get ideas and how do things happen? You’re sitting around with nothing to do. In this case, I have nothing necessarily to do but I know I need to do something because I now have a family to take care of. This runway is going to continue to get shorter if I do nothing. Sitting at home as a new dad, what are we watching? We’re watching Sesame Street and Baby Einstein. For reference, I’m 50 years old. Go back, give or take, 25 years at this point.

There’s picture-in-picture on these giant TVs. In one little tiny picture, I got ESPN on because that’s what I want to watch. In the big picture, you got the kid plopped down in front of you glued to Baby Einstein and Sesame Street. I’m sitting there going, “What if we combine these? There got to be other dads at home that like sports and saddling their kids overall. How do we brainwash them into becoming fans of our teams or using the things that we’re into to help our children or do this? It’s a win-win for both of us.” That was the impetus of Team Baby Entertainment. We created this line of sports-themed children’s DVDs that caught fire. If you were a Yankee fan, we had a baby Yankee DVD narrated by George Steinbrenner.

If you were a USC fan, we had Rodney Peete. Rodney Peete narrated our Baby Trojan DVD. Matthew McConaughey did the University of Texas. We created this whole line of children’s DVDs and that’s what blew up. I ended up partnering with Michael Eisner after he left Disney. We were the first acquisition he made. We’re building up the company for a period of years before ultimately selling the rest of it to him. He put it in with the Topps baseball card company, which he had acquired along the way. We saw quite a meteoric rise, and then we saw a collapse when the DVD market was changing and things were becoming app-based and going online. I got to see all sides of that. It was an interesting dichotomy in my identity.

From there, did you switch over to INS group?

I did the exact opposite. I decided to go from risk taker to risk manager. All this risk was making me stressed. I didn’t want to move back to New York. I didn’t have another million-dollar idea. We’re sitting back here in Houston, I have two children, and this rollercoaster of life is happening. I’m like, “What am I going to possibly do next?” This is a theme that has come up in my life a few times. When I don’t know what to do, I typically like to go out and talk to people.

If I don’t know the answers, let me start asking better questions to people that might be able to help me because I’m a simpleton. It’s like, “Give it to me simple.” I knew how to make things and how to produce things. That’s what I had always been doing. Here I am, back in Houston without an idea what to do again so I started a television show. I said, “I want people to talk to me. What’s the best way to get important people who are smarter than me and more successful to talk to me? Let me bring a camera and a microphone.” Typically, people like talking about themselves and want to do that.

If you don't know the answers, start asking better questions to people that might be able to help. Click To Tweet

I started calling very important people in and around the Houston area. I’m asking them if I could spend a day with them, “I have a television show. I interview entrepreneurs and risk-takers. I would love to come and spend a day with you and learn.” They started saying yes. This was Jamey Rootes who ran the Houston Texans. This was Deborah Cannon who ran Bank of America and was the Chairman of the Houston Zoo. The list went on and on. McClelland, who ran H-E-B, the largest chain of drugs store. I made a bucket list of whom you would want to talk to.

I then went to PBS. I said to PBS television here, “I’ve got a 30-minute talk show interviewing the top entrepreneurs and risk-takers in Houston. Can I put it on TV?” They were like, “What do you mean?” I’m like, “Seriously. I’m going to bring you fully completed episodes, 30 minutes long. Here’s the guest list. Here’s who’s on it. All I need is some airtime.” They’re like, “Okay, if you’re telling the truth.” They checked out my background. They’re like, “This guy actually has made some stuff. We’ll give you Thursdays at 7:00.”

I then went back to more people and said, “Now, I’m Greg for PBS. I’ve got 7:00 PM on Thursdays.” We ended up doing 24 episodes of this. Along the way, I joined INS Group which was short for Insurance Group. I was a client of the firm and I knew the principles for years. It felt like the least creative and least entrepreneurial thing I could possibly do after I had done everything I had done, but also seemed responsible as a man, as a husband, as a father, and as a provider.

Remember, this is what we’re supposed to do. We’re supposed to follow this path. I’m like, “Maybe this is the time I’m supposed to follow the path, residual income, build a book of business, and have somebody paying for my benefits and a 401(k) rather than me. These seem to be the right things to do.” We had a conversation. They encourage me to join the firm. They’re like, “You can ensure anything you want, Greg. You can make it as entrepreneurial as you want.” We became partners. I ultimately invested in the firm. That was the best move I’ve ever made in my life. I had been smart enough to work out an arrangement with them so that I could have a seat at the table.

If I achieved this, I could have equity. I was able to invest in the firm and achieve certain benchmarks. That turned out to be the best move I ever made. I used the talk show to interview these types of clients and prospective clients. I didn’t know that at that time, but that’s what it became. That’s how I built my book of business within the firm. I never controlled anything there. I was a smaller partner with incredibly smart people and successful people that surrounded me.

I learned a ton. It never was a great fit for me personality-wise, dress code-wise, office-wise, and everything. There’s a lot in my book about that and what I coach guys on. I work on now about authenticity, being able to differentiate yourself, and working within a system or getting out of it. I spent fourteen years there until the firm was acquired, which is what also allows me to do what I do now. It’s a longer answer than you want. Thank you for listening.

That’s good. For those of you that are tuning in, Greg’s why is to simplify, make things simple and easy to do, and understand. How you go about doing that is by challenging the status quo and thinking differently, and putting on no limits. Ultimately, what you bring is a way to contribute and add value to other people. Your why is simplify. Your how is challenge, and your what is contribute. Once you were done, it’s now INS Group.

I used to represent a slaughterhouse in Corpus Christi, Texas. This is when I knew that this business was not for me the way that I was doing it. I would have to go down to Corpus Christi, Texas, and I represented a slaughterhouse down there. I would show up at the gate to have a meeting there. I would hand them my card and they would see INS on the card.

In Corpus Christi, Texas at a slaughterhouse that employs 2,000 people, the security would radio to the back. You would see people leaving and running out because they thought the INS was there as opposed to the guy who was the insurance agent. The card design was wrong and the pronunciation was constantly wrong. I would’ve to tell them, “Your people could all come back. Nobody is getting deported today.”

You’re out now of INS group and now you’re onto your next thing, which is Midlife Male. Let’s talk about that for a minute. What is that about?

What happened during my time at INS Group was I continued to search for a way to bring creativity to a professional service business. The way I operate and think is different from most out there. While I want things to be simple, efficient, and effective, the manner in which I go after simplicity is hard for certain people to understand. This was always part of the bone of contention, even with my partners and so on. I have a tough time doing “things.” To me, it seems like the normal way to do things the way I want to do them. Habitually, I can do that consistently but that seems a little bit different out there. What happened was I started writing. The TV show became a podcast.

People stopped watching TV and PBS. My book of business got big and podcasts became big. I said, “I’ll start a podcast,” so the TV show became a podcast. Those conversations on the podcast started to transcend business and insurance, and become very deeply personal. I wasn’t interested that much in insurance. I was interested in personal connection, networking, content creation, relationship building, and all of that, That’s where the conversations went. I rebranded under this moniker. I still don’t know who coined the term midlife male. These are conversations with midlife males and it’s like, “That’s like you.” I was like, “Okay,” so I kept it.

I rebranded around the moniker of Midlife Male and the podcast became a newsletter. It started going out every week, which was like a tree falling in the woods for a while. It was therapeutic. It was a way for me to express myself. I talked about redefining and reframing success. What was happening to me was that the metric for success was not salary and title, and what I had been taught to believe in chasing these things. It was a more holistic view of what success looks like in happiness. I was finding myself. I was looking and leaning into what that authenticity was.

When you chase authenticity where it does not exist, it’s exhausting. I found myself exhausted constantly. What salary and title became was what I started to call my six F’s. It was Family, Fitness, Food, Finance, Fashion, and Fun. These were the things that I was interested in. These were the guys I would bring on the show. I would then write about what I learned from these conversations, and how I could aggregate it from everything out there. I curate it down to what landed with me in the simplest ways and then eliminate everything else to create a personal operating system, and a way for me to live that seemed like it simply made sense.

That started getting read by people and circulated around. The podcast started getting listened to. The combination of the podcast and the newsletter, 100 episodes later, became my book. We’re 200 episodes and growing. That became a coaching program for guys reaching out and saying, “Can you help me?” That has gotten into speaking and it’s this combination of this why and how, which is so brilliant with what you do and taking the assessment. Having to take the assessment into the why is so interesting and so fascinating.

We hear so much about finding your why. What I get is they found their why. I get why you want to be a better husband. I get why you want to be a better father. I get why you want to be in better shape. Where a lot of these guys are getting hung up is on the how. That’s a lot of what Midlife Male and what I’m doing is structured for. How can I help men maximize middle age in the how portion? I help you find and identify your why. A lot of the guys I see, they’ll have it or they’ll do something. Now, how do we go from why into how and into implementation? What are the daily positive action steps that are going to get you to realize that why and the outcome that you’re looking for?

We got to get real on this stuff. Can you quit your job and follow your passion? It theoretically sounds great, but it might be the most galactically irresponsible thing you can possibly do in middle age if you don’t have any money and you got kids and an overhead. How can we strategically and tactically make a plan for you to transition or do certain things? There’s a lot of white space between being overweight, out of shape, not moving, and being jacked and physically fit.

How do we make these steps and set them up so that it’s realistic, quantifiable, achievable, and measurable? To me, it’s super interesting stuff that’s out there. That’s what the conversations and the coaching are about. All of this is designed to provide hope and possibility. More importantly, the probability and likelihood of succeeding once you also know what success looks like to you.

How do you define success now?

For a while, I thought it was about needing to reinvent myself. What I’ve learned now is that it’s more about releasing myself than it is about reinvention. It’s about acknowledging and recognizing what fills my tank and what empties it. Back to my six F’s, they are my balanced or harmonious allocation of what my life’s portfolio looks like versus over-indexing in any one area. It’s following the five rules that I created and live under which provide simplicity, structure, and a framework.

BYW 45 | Midlife
Midlife: Success is more about releasing yourself than it is about reinvention. It’s about acknowledging and recognizing what fills your tank and what empties it.

 

Knowing what’s important is the most important. For me, that always starts with family, my wife, and my two boys, breaking the cycle of what I went through with my father, my brother, and other situation, with health, sustainability, and longevity. Finance and money are super important to be successful. How much do you need to do what you want to do, when you want to do it, and with who you want to do it? That is it in terms of success for me.

There’s other fun stuff that is a marker of success. What do you put on your body? What do you put in your body? These things matter. They matter to me. Are we having any fun? What are we doing any of this for if we’re not having any fun? To me, success looks like all of those things. It’s revisiting them every single day to remind myself that it is about what you’re doing and living every day, and not this destination or outcome that is seemingly out of reach or so far ahead. That’s what gets lost so much in the definition of success. It’s defined by outcome, achievement, or a milestone moment, and it’s not.

Success is being able to live your message every day and having those normal days that feel good to you. My wife and I were talking about it because Sunday was a nice day for us and it didn’t involve anything special. It didn’t involve spending a lot of money or we weren’t on vacation at some beach. There were no rainbows and unicorns or anything, but it was just a nice day. We exercised, I got the car washed, we walked the dogs, and had breakfast. She went out and did some of her stuff. I went out and did some of my stuff. We regrouped and had a nice wine. We’re like, “This is a nice day. How many of these can I string together?”

Success is being able to live your message every day and having those normal days that feel good to you. Click To Tweet

I love your take on balance. If you want to accomplish something in your life, does balance exist?

It’s a double-edged sword. It’s a fantastic subject and a fantastic question. I love this area. It’s like consistency. What does it look like? Are we talking about balance in a day? Are we talking about a balance over a year? Are we talking about balance in our overall life? It’s the same thing with consistency. What does it look like? I can say I want to be consistent and work out seven days a week. To me, that’s perfection, not consistency. I’m never going to be perfect. Does consistency look like seven days a week or I’m failing, or does it look like I look at my schedule, Monday off, Tuesday with my trainer, Wednesday yoga, Thursday off, and Friday? I can literally look at it and go, “That’s what consistency and that’s what success looks like.”

It’s the same with balance. Overall balance is BS. Harmony is a better word overall. I think that balance needs to be looked at contextually. If I say, “I’m going to sleep 7 to 8 hours at night. I’m going to spend 30 minutes in my sauna, do three minutes in my cold plunge, eat perfect breakfast, lunch, and dinner, exercise for an hour, do a podcast with Gary, rehearse my keynote, be the ultimate father and husband, and do all these,” there is no way that could be perfectly balanced. I can hit everything, but I’m going to burn out from that. That’s not balance in a day.

If I say, “In a week, here’s what I’m going to do. I’m going to exercise five times a week. I’m going to take two days a week off. I am going to sign in for the cold plunge. I’m going to do it four times a week. I got three days that I can miss throughout. I am going to attend 90% of my son’s games. I am going to record a podcast on Monday. I’m going to do my newsletter on Friday and coach my clients in between.” When you start to stretch it out, back to making it simple, achievable, measurable, and quantifiable, now you can have harmony. We underestimate what we can do in a year, and we significantly overestimate what we can do in a day.

That’s what trips a lot of people up, especially in the hustle and grind 24/7, sleep when I’m dead, and social media pressures of seeing everybody doing so much. I look at some of these guys’ morning routines and I’m like, “I’m exhausted.” Seriously, I couldn’t do that. I look at them going to bed routine or the evening routine. How is this sustainable? Some guys might have bigger engines. Everybody’s got a different bandwidth or capacity, but that’s what the system is set up to do. It is to figure that out. What success looks like for you is different than it does for me, and so on and so forth. The rules still apply. The framework in the system still works. You get to develop your own personal operating system by following these rules.

It gets back to that saying, “What’s the best exercise you could possibly do or the one you will do?”

That’s exactly right. There is no perfect way to eat. There’s no one way to do anything. There’s no one way to be successful. There’s one way to fail when you stop trying and learning. There’s an easy way to fail, but the beauty of this is that there are so many ways to succeed. How do we know that? Look around. At this point, I’ve interviewed 200-plus of the most successful men on the planet. Every one of them does something different.

Fundamentally, they operate very similarly whether that’s morals, ethics, structure, preparation, consistency, and accountability. What they do for a living, their backgrounds, family situation, and financial situation, all of these things are different. I can promise you this. If you put them all in a room, they’re going to get along. What makes them part of the same tribe or like-minded men are these other character attributes that have made them successful. They’re also going to be in there talking about their shortcomings and their failures and not their successes, and sharing and helping the other guy.

Those are almost universally consistent with everybody that comes on. Is there anything I can’t ask you about? I always ask that question too. Is there anything you don’t want me to ask about? Is there anything you don’t want to talk about? I have never got one, “Do me a favor. Don’t talk to me about this.” They’re like, “I’m an open book. Bring it. I’ll talk about anything.”

Greg, last question. What’s the best piece of advice you’ve ever given or the best piece of advice you’ve ever gotten?

That’s good. I need to use that too. That’s a good question. This might be the best piece of advice I’ve ever gotten. It’s to use this question if you want to learn something. I don’t think it’s a singular piece of advice. I’m going to try to answer your question as directly as I can. My dad wrote me a letter shortly before he passed away. In that letter, it said, “There may be men out there with more money than I have, but there is nobody richer than I am when I look at you and your two brothers.” I’ve held onto that as far as what’s important. I thought that was good advice.

The metric for success is not purely monetary. My dad was a successful guy for the majority of his life, but it put things in perspective for me. That letter sits on the side of my bed where I sleep and on the wall, right next to where I am. It has helped me with my two boys and focusing on what’s important. Live your legacy, not wait until you’re gone. That was the best advice. As far as maybe the best advice I’ve ever given, it’s the same. I would take that statement and pay it forward.

I see and work with a lot of men who unfortunately I feel are squandering their time. They’re missing those big moments, the small ones, and the ones that add up with their kids and their wives. They’re choosing to stay in the office a little bit later versus making it to that game. They’re choosing to let the other dad coach because they’re too busy. They think that sponsoring the team is the same as being around the team. They think that it’s a one-week vacation in Mexico when it’s the other 51 weeks that matter. To your point about balance or harmony, we go back to rule number one, “Knowing what’s important is the most important.”

It sounds a lot like it’s being the man in the arena.

It absolutely is. It is about living your message. First, you got to understand who you are and what your message is. My book goes into this a lot. You got to get real, raw, naked, and vulnerable. Take that real hard one look in the mirror and decide what kind of guy you want looking back at you. None of us start with perfect and it’s never going to be, but what are you willing to do each day to get better, have your actions match your words, or get that reflection to feel differently? I love that phrase, “You got to be in the arena.”

None of us start with perfect, and it's never going to be, but what are you willing to do each day to get better, have your actions match your words, or get that reflection to feel differently? Click To Tweet

The man in the arena versus the critique on the side talking about the activity, you’re the man in the arena doing it.

It’s also like the Jim Rohn quote, “The signature of mediocrity is not an unwillingness to change. The signature of mediocrity is chronic inconsistency.” I get that you want to change. I don’t even think it’s the chronic inconsistency. I think you are consistent. You’re just consistently making the wrong choice. How can we take the willingness to change and what you’re consistently doing or not doing and put them in the right order and the right prioritization? You got all the skills to do it.

Are you finding that people are not willing to explore authenticity until they’ve experienced enough pain? Is it related to the amount of pain they’ve experienced or the loss they’ve endured? I don’t know if I’m asking this correctly, but is it an avoidance of pain or wanting to seek pleasure that allows people to explore authenticity?

One of the answers I give most frequently is maybe or it depends. Who’s to say what somebody’s degree of pain or trauma is and what’s real to them? The other saying is, “If you take all your problems and throw them out on the table and we all put them out there, what are you going to want? You’re going to want your own back.” I’ve got death in mind. My brother went to prison. I struggled with alcoholism and body image. Throw it all out there. I don’t know what everyone else is throwing out there, but I do know how to at least handle mine to an extent and work on that.

I do think of a few things on there. I feel like the younger guys that reach out to me, and when I say younger guys, I’m seeing a lot more guys in their 30s that are successful but are looking at 40 and they want to see what’s around them. They do not want to go in down that midlife crisis path. They’ve seen it either in their father figures, their fathers, their fathers-in-law, or their bosses. They’re much more proactive in addressing vulnerability, authenticity, and emotion, asking for help, and looking around, “Can you save me $500,000?” I have a lot of respect for that.

In a lot of those cases, they’re not unpacking a lot of baggage. They’re not saying, “I’m coming to the table with all these problems, trauma, and everything.” It’s like, “This is important stuff to pay attention to. I want to avoid trauma, pain, and loss. What can I do to learn and get ahead?” It’s not a sign of weakness. It’s a sign of strength to talk about these things and to get ahead of them.

The guys right smack in their 40s in a lot of ways are very set in their ways and not as comfortable with admitting, “We don’t have all the answers. We’re not who we thought we were going to be. This is not where I thought how I was going to be living. This is not what I thought I was going to look like.” They struggle with opening up on that. They’re trying to continue to do the same things and expect a different result.

The guys in their 50s are coming out the other side. They’re like, “I’ve weathered the storm in a way. Now what? I do have some money. My kids are out of the house. I’ve been married for many years. What do I do for fun?” On that authenticity side, “What do I want to do now?” That takes work to figure out. “I used to think I like to paint.” “Why don’t you try painting again?” We give up hobbies, passion, and things because we think that’s what we’re supposed to do when time and life get in the way. How do we bring some of those things back authentically? Take some work. Go back and figure out who you are.

Is there such a thing as avoiding a midlife crisis? Is it even healthy to avoid it?

We feel like we have to put a name or a title on everything. I know some very old 30-year-olds and I know some very young 60-year-olds out there. I don’t think that it’s just about a number. I get asked all the time where middle age is. Men’s Health put out an article and they say it’s 37 based on a life expectancy of 75. It’s not as simple. Is it a real thing? Yes. Does it affect guys at different ages and stages of their lives? Absolutely. Can you avoid it? 100%. Can you get out of it and course correct if you’re right smack in the middle of it? Absolutely. Is it a death sentence? No.

Can you start seeing aging as not something to fear but something aspirational? Absolutely. I believe all of these things are true. We just have to embrace possibility and probability. It’s not going to happen by default. It’s going to happen by design, and you have to be willing to do the work. I genuinely believe my best days are in front of me, not behind me. I believe I have more energy at 50 than I had at 30. I feel I know where I’m going now more clearly than at any other point.

All of those take a lot of time. It still takes constant work, constant reinforcement, conversations with men like you, going back and revisiting the why, adopting and working on the how, testing and retesting over and over again, and believing that that’s also where the magic happens. It’s not, “This is where I have to be at 55.” As Jesse Itzler says, “Be where your feet are.” It’s like, “This is where I am right now on Monday at 3:00 in the afternoon. The phone is on Do-Not-Disturb.” Spend some more time being present and engaged. When we get off this, this energizes me versus drains me.

We don’t spend enough time taking our own temperature on things. Don’t you like the way you feel around certain people? Maybe you shouldn’t be spending so much time around them. Don’t you like that activity? Maybe you should cut back on that activity. A lot of those things are scary if we think we got to change our peer group. Maybe, but you can. That’s the other thing. You truly can. My friends, my peers, my lifestyle, and my actions now are very different than they were 10 years ago. It’s very different than they were 5 years ago, and they’ll be different 5 years from now.

Greg, if there are people that say, “I love what you’re talking about and the whole idea of having someone to coach me through this process,” what’s the best way for people to get in touch with you, follow you, and see what you’re up to?

I appreciate it. I am not hard to find. You can go to MidlifeMale.com. All the information is there. A lot of free stuff is out there. My newsletter is free every week, and the podcast is also. I have the No BS Guide to Maximizing Midlife and Getting Back What Matters Most, which is a free eBook that you can download. You can email me at Greg@MidlifeMale.com. You can DM me on Instagram @GregScheinman or LinkedIn to talk about coaching, workshops, speaking, or any of those things. I try to get back to everybody through social or other ways that they reach out.

You can buy the book on Amazon. That’s where everybody is getting their books these days. You can buy your copy of the Midlife Male at Amazon. There’s an Audiobook version. I try to be accessible to everybody out there and understand that we are all in this together. I’m no different than the guys that I am coaching, speaking to, writing to, and working with. We’re just sharing experiences.

BYW 45 | Midlife
The Midlife Male: A No-Bullsh*t Guide to Living Better, Longer, Happier, Healthier, and Wealthier and Having More Fun in Your 40s and 50s (Which Includes More Sex … and What Guy Doesn’t Want That?)

Greg, thank you so much for being here. I appreciate you taking the time to be on the show. I look forward to following you because I am that midlife male. I’m probably a little past midlife male, but it’ll be fun to follow you.

Not by the way you act. As I say, we’re all in this. We’re right there. What are guys like me looking for? We’re always looking ahead too. That’s the awesome part. Thank you so much, Gary. I appreciate it.

It is time for our new segment, which is Guess Their Why. My wife and I have been watching the series, The Crown. If you haven’t seen The Crown, it’s about Queen Elizabeth. At least so far, it’s all about Queen Elizabeth. She took over the reins of England when she was in her early 20s. She recently passed away. I wonder if you know anything about her, what do you think her why is? I can tell you what I think based on what I’ve seen so far. She thinks differently, pushes the limits, and changed things to the way that she wanted and were different than what was typical or traditional.

They didn’t have a woman leading these older men at that time. Here she comes along in her early 20s, has to figure things out, and make some big changes. I believe that her why is to challenge the status quo and think differently. My wife has the same why, challenging. She’s very much similar to her and connects with her, at least on what we’re seeing on TV. What do you think? Does that jive with what you are seeing?

Thank you so much for tuning in. If you’ve not yet discovered your why, you can do so at WhyInstitute.com. You can use the code Podcast50 and get it at half price. If you love the show, please don’t forget to subscribe. Leave us a review and rating on whatever platform you’re using and I will see you in the next episode.

 

Important Links

 

About Greg Scheinman

BYW 45 | MidlifeGreg Scheinman has experienced the highest highs— two seven-figure exits from companies he founded or helped build, success as a high-level executive— and the lowest lows— the loss of his father, panic attacks, depression, and alcoholism.

Through it all, he’s developed a method for maximizing your life to fulfill your potential and start living during a time when too many believe they’re “past their prime.”

 

Categories
Podcast

The WHY Of Trust: The Value Of Trust In Your Career With Michael Chu

BYW 44 | The Value Of Trust

 

When trust is the foundation of your relationship, you will go to great lengths to demonstrate your trustworthiness. Trust is valuable in many aspects of life. In this episode, Michael Chu, the founder of Champion Development Inc., shows the value of trust in his career as a coach and how it helps build the relationship between him and his clients. Michael’s success in still having Health and Wealth Academy is his track record and how he built his trustworthiness. He also invested in mentors to bring value to his career and clients. If trust means everything to you, then you have the WHY of Trust. Find out more and tune in to this episode now!

Do you want to connect with Michael Chu? You can connect with him on LinkedIn and Instagram.

Are you a coach, an expert, or a consultant? If so, get access to Michael’s free giveaway by clicking here!

LinkedIn: https://www.linkedin.com/in/michael-chu-champion/
Instagram: https://www.instagram.com/mike__chu/
Free Giveaway: https://www.champdev.com/free

Watch the episode here

Listen to the podcast here

 

The WHY Of Trust: The Value Of Trust In Your Career With Michael Chu

In this episode, we’re going to be talking about the Why of Trust. If this is your why, then trust means everything to you. You believe that when relationships are based on trust, the sky is the limit. You will go to great lengths to demonstrate that you are trustworthy and do things such as become an expert in a given field so that you can establish that you can be trusted. You look to do things correctly because that is what a trusted person would do.

People with your why often enjoy numbers because numbers don’t lie. If someone breaks your trust, it feels like a knife in the gut and you find it almost impossible to have a relationship with them after this loss of trust. Although you tend to have fewer friends, you build loyal and lasting relationships with those people you can trust.

I’ve got a great guest for you. His name is Michael Chu. He is the Creator and Founder of Champion Development Inc., the premier coaching and support program for executives, fit pros, and entrepreneurs. His background started in direct sales leadership. For years, he has been the CEO of 5 separate businesses that have generated over 7 figures in revenue.

Michael is also one of the only coaching mentors who still has an active and thriving health coaching business in conjunction with his business coaching programs. Mike uses somatic therapy and other mindset techniques to stay in a champion mindset while he runs his companies. He’s very passionate about helping other coaches avoid the burnout that often stops them from serving their clients.

He’s dedicated to helping entrepreneurs scale their business and marketing efforts. Whether you’re starting from scratch or going from 6 figures to 7 figures, Michael teaches his clients how to run their passion into profits and generate massive impact and profit using the maximization model and the LTV method. Michael, welcome to the show.

I’m excited to be here. It’s been a long time coming.

I know. We were talking about that before we started. It’s been quite a while that we’ve been trying to get this to happen. Now we’re here. Tell us, where are you right now? What city are you in and is that where you were born?

I’m in Austin, Texas. I was born in New Jersey, so I’m a tri-state East Coast guy, but I’ve been in Austin now for years.

Let’s go back to when you were growing up. What were you like as a kid? What were you like in high school?

It’s fun to think back to those days. Sometimes I feel like I was still the identity of my version of myself as a high schooler up until I started doing more of the inner work and stuff like that. Nonetheless, to answer your question, growing up, I was pretty serious, even as a kid. My parents even used to joke that I had like worry lines on my forehead as early as 4, 5, 6, or 7 years old because I was the oldest son of an Asian family. I was always trying to be a good kid, get good grades, and achieve. I was naturally a worrier, but also a high achiever and that caused me to be shocked because I was always scared of messing up and scared of not getting things perfect and things like that.

In high school, the achiever side played out. I ended up doing all the things you would want to do in high school that they say you’re supposed to do to get in college grades and academics and athletics and all that type of stuff. Deep down inside, I still had tons of insecurities about where I was meant for the world and things like that. That’s the 1 or 2-minute version, but that was the childhood version of me.

In high school, were you involved in sports? What things did you like in high school?

I started karate when I was three years old. I ended up competing nationally and internationally. I won over ten different national karate championships through my teens and twenties. I also loved basketball. I played basketball throughout high school. Those were my main activities. I was introduced post-high school to entrepreneurship and that’s where I got exposed to sales, entrepreneurship, and things like that, which we can go to if that’s relevant.

Specifically, what you’re asking, in high school, it was mainly sports. Probably partying. I started getting exposed to partying a little too much as early as 15 or 16 years old. I was one of the youngest cousins of almost two dozen cousins who were all already 20, 30, etc. I got introduced to that a little bit too early, but that was me in high school.

The shyness started to go away and you started to develop into a competitor, obviously.

The shyness was still there. I started developing confidence within myself a bit, but in hindsight, it was a bit of false confidence because it was all based on external accolades. The more I won, the more confident I was in myself. The better grades I got and the more I achieved, the more I thought I was confident. There’s a whole story to tell if we get there. As I turned close to 30, I realized how fragile that type of confidence is and was once I hit some low points in my life. To answer your question, yes, there was some confidence there and the shyness went away, but I don’t think it was the most genuine confidence per se.

You graduated from high school and went off to college. Where’d you go to college?

In DC, George Washington University.

What did you study there? Why’d you pick George Washington?

I wanted to go to Georgetown. That was a dream school of mine. I loved basketball so I loved college basketball, the Allen Iverson and Patrick Ewing days. I had a Hoya right above my door in my childhood bedroom. We were at Georgetown touring and I was like, “I don’t know if I like it here. It’s a little uppity for me. It was a little tight.” This was pre-GPS days and everything like that.

My mom and I were driving through DC to try and get back on the highway to go back to Jersey and we ended up lost at a gas station. We stopped and we were like, “Where are we?” They’re like, “You’re on a college campus.” I was like, “What college?” They’re like, “George Washington, GW.” I have never heard of it before. I’d heard of Georgetown in American and Catholic, but I’d never heard of GW.

My mom and I came down here to tour DC schools, so we might as well check it out. I fell in love with it as I was self-touring. I decided I was going to apply early and ended up going to GW. That’s how I ended up there. What did I major in? Sports Event Management and Marketing and probably a little bit of drinking.

Drinking seems to be a common theme here.

Through high school and college. It’s funny. I haven’t touched alcohol in years. My dad was an alcoholic. I grew up in a family with alcoholism, but I tie that in and I’m willing to talk about that openly because it was a part of my identity through high school and college in most of my twenties. I got clear on how it was part of my identity and how it was not part of the identity that I wanted to be stepping into moving forward for the rest of my life. That’s why I haven’t touched alcohol since. Because I haven’t touched alcohol since, I jokingly talk about how much I majored in it during those years.

You finished college and what was your first job right out of school?

I was waitering at Pizza Hut, eating all the free breadsticks that I could possibly get my hands on while in college. It wasn’t paying the beer and gas money here. Drinking comes up again. It wasn’t paying the beer and gas money. In a newspaper, I found an ad for a sales job. This was when I started to realize my shyness was a real thing still. Sales was the first thing that I had found at that point in my life that I admittedly could say I sucked at.

School came naturally. I started karate when I was three and developed. I worked hard at to get good at basketball. Sales was the first thing that I felt like, “I don’t know where to start. I’m not good at this and I stink at it.” The competitor in me was like, “This is exactly why I’m going to get good at it.” I stunk at it, but I stuck with it and I ended up choosing to stay with that company in that role when I graduated college.

It was direct sales, in-home sales, and kitchen products. If you’ve ever heard of Cutco Knives before, I did that through college and I chose to manage a sales organization post-college. I ended up staying with Cutco for eleven years, where some people do that job for one summer but it forced me to grow it exposed me to entrepreneurship, personal growth, sales, and all those things at a young age. I paired that with my college degree of Sports Event Marketing and Management. It didn’t have anything to do with it, but I stayed in business and that was the first thing I did post-college.

I have a whole set of Cutco knives still. My sister did Cutco exactly like you said, for a summer. Of course, you call every family member and your parents’ friends, and do the pitch.

You cut the penny and all the things if you’ve seen it before and they are incredible knives. I always share that I was there for a decade because most people do stay for 10 weeks, not 10 years.

What kept you there?

Two things. The competitiveness in wanting to get good at something.

You could have picked anything. Why that?

The second piece to it is I saw a vision for a life for myself that I don’t think I was exposed to growing up. I grew up with both grandparents on both sides of my family were farmers from China. I did grow up seeing hard work instilled within me, but it was very manual labor, hard work. A lot of my family, my mom, my brother, my sister, and half a dozen of my aunts and uncles are teachers and I love teachers. I think I have a teacher bone within me because of that in my heart.

At the same time, I don’t think it exposed me to the lifestyle that I knew I wanted, especially when I went to college in DC. At the time, GW is one of the top five most expensive colleges to attend. By nature, I was surrounded by a lot of kids whose parents were business owners, in finance, I bankers, experts, CEOs, and entrepreneurs.

I was exposed to a level of wealth at GW that I was not exposed to since then. As I was doing Cutco while in college, it paired with what I was being exposed to and showed me an opportunity to create a higher level of income and lifestyle that I had not been exposed to at that point. Pair the vision with my competitiveness and I was like, “I’m going to figure this out and I’m going to get good at it.”

As I was there, I didn’t fall in love with sales per se. I fell in love with the development of other people because I was developed from someone who had never sold into somebody who was pretty good. The ability to do the same for other people, recruit, train, and them, I fell in love with that process. That was my first exposure to coaching, even though it was a sales role.

What about that did you like?

What part? The coaching others?

Yeah.

As I said, I was around teachers most of my life. I started teaching karate classes at the karate school. As early as like 10 and 11 years old, it tapped into the teacher side that maybe was within me while also pairing to a higher income opportunity than being a traditional school teacher. The thing that I loved still to this day is building tribes. I love building organizations.

As you develop people on your team, they stick with you, and you start building a team, an army, and an organization, I love two things. I love building tribe teams, but I also love building people. People start to tell stories like, “Mike, I wouldn’t be where I am now without you. I showed up ‘at your doorstep,’ hopeless, broke, lost. Here I am now, debt-free, a millionaire, happy, and in a great relationship,” whatever it is.

It’s to be even the smallest catalyst to people discovering the best within them. I was working with a Tony Robbins coach at one point and he helped me develop in my early twenties that my purpose on earth is to develop champions to know their greatest glory and abundance. It doesn’t matter if I’m teaching someone how to sell knives, do a karate kick, lose weight, or whatever it is. To me, all of those things are a vehicle to help somebody else discover within them the greatest glory, abundance, and love that they were put on this earth for. That’s why I fell in love with it.

BYW 44 | The Value Of Trust
The Value Of Trust: Coaching is a vehicle to help somebody else discover within them the greatest glory, abundance, and love they are placed for on this earth.

 

When I was talking at the beginning about the Why of Trust, a big part of that is being the trusted source. Being the one that others can count on. They believe in you. They know if you tell them something it’s going to be true. It’s going to work. You grab their hand and lead them along their journey and that’s an amazing quality to have. You were with Cutco for eleven years. What happened after that?

I love the trust thing when you were talking about that at the beginning. I smiled as you talked about that because you didn’t tell me that was going to be the one of the nine that you were going to pick, but there’s so much stuff we could talk about there and I aligned with that. From there, I left Cutco to challenge myself to apply all the things that I learned in a bigger vehicle. I ended up going to a smart home company that was owned by Blackstone. It’s a billion-dollar company. That gave me an opportunity to take a lot of the skills that I had already practiced up until that point on a bigger playing field.

During that time, I was also introduced to the world of online marketing. I took all the in-person door-to-door sales worlds. I got intrigued and interested about what it would look like to be able to generate business without having to go to people’s homes or having to knock on doors. That’s what the next five years of my career became about. I was still doing the direct sales role, but I was starting to become very intrigued by this ability to build a personal brand online, create revenue, and tribes through social media and the internet. That’s what happened post-Cutco.

You moved in that direction and into creating businesses in that area.

I had turned 30 years old and I had an early midlife crisis, so to speak, but I made decent money through my twenties. I had bought a house by the time I was 24 or 25 years old. I felt like I was one of the youngest promotions to an executive role at the first company I was at and all these things. I woke up at 30 having this, “What is the point of it all?” type of moment. This is a real story. This isn’t theoretical or metaphorical. I found myself on my bathroom floor, unable to get myself up out the door into my office. I’m normally a pretty disciplined, motivated type of guy for martial arts and all that type of stuff. Even when I don’t feel like doing something, I show the F up normally.

It was a weird moment for me to feel no drive or purpose and feel a lot of resistance to showing up. I had a mentor early on when I was still in college who used the phrase oftentimes. He would say, “When you lack it, give it. If you lack money, give money. If you feel like you’re lacking love, give love. If you’re lacking energy, give energy.”

When you lack it, give it. If you lack money, give money. If you feel like you're lacking love, give love. If you lack energy, give energy. Click To Tweet

That quote kept resonating in my mind during this low point. I was lacking passion and purpose. I put a post up on social media that said, “In the last fifteen years, if I have impacted your world or life in any way, shape or form, the way you think, the way you act financially, whatever, could you share in the comments section how that might have been?” It reminded me. I got all these comments and all these stories that reminded me of the impact that I had on people when I was focused on others, not myself.

From that low place, I decided to launch the Health and Wealth Academy, my first online coaching business. It was designed for direct sales leaders and entrepreneurs to stay in the best shape of their lives while working 50, 60, 70 hours a week. I had to figure that balance out myself. Being a national champion, then becoming an 80-hour-a-week entrepreneur, I got out of shape for a while there. I had to learn how to take all the things I knew from being an athlete and pair them together while building seven-figure organizations.

I built three different seven-figure organizations over that span while staying in great shape, 10% body fat, and all that type of stuff. It led to launching the Health and Wealth Academy, which has now helped hundreds of busy executives and entrepreneurs get into great shape physically, mentally, and emotionally while leveling up their confidence, income, and energy as well. That was the root of how to build something online.

How long ago was that you had the Health and Wealth Academy and do you still have it?

Yes, I still do. In my intro, you said I’m one of the few people who coaches other online coaches how to build a business but has my own successful coaching business within itself. That’s what that was referring to. The Health and Wealth Academy started in 2016-ish. That was when I was launching the passion side of that. It was in 2018 I went all in on the business.

What do you think was the key to that business becoming so successful?

The key is to why that business is so successful is three things. Number 1) I’ve been in the coaching world long enough now to see so many people who want to be a coach because they see the possible lifestyle but they’re missing one thing. That is a track record of having created the results that they’re coaching other people to have. The easy one to point to why the Health and Wealth Academy was so successful is what I chose to coach on. I have 10 to 20 years of personal experience myself around. I wasn’t preaching from a soapbox like how to. I was sharing how I went through this and the journey and the struggles that I went through. That’s the foundational piece to it.

Number 2) I invested in a ton of mentors because all my businesses up until that point had been in person. I knew that if I wanted to learn how to grow online, that was a skill that I would have to learn. I could either take ten years and try and figure it out on my own or I could invest dollars to save time and figure that out. That’s the second reason.

BYW 44 | The Value Of Trust
The Value Of Trust: Either you take ten years and try and figure it out on your own, or you could invest dollars to save time and figure that out.

 

Number 3) Fortunately, I had a level of residual income and finances from the other businesses that I had built up until that point. There truly was like, “I want to serve.” I’m doing this from a point of my life where I want to give back. I was growing a business like I want to be paid for it, but I didn’t need the money. There’s something to be said about that, “I don’t need you,” energy but not faked or forced, but true. I truly don’t need this energy. I don’t say that arrogantly. That’s the place I was at and I largely think that’s what allowed that business to grow so quickly early on, a combination of those three things.

Speak to the power of a mentor because you are a mentor for a lot of people and what was it like for you to have those mentors?

It’s funny, I jokingly say, “Growing up Asian, I can naturally be a little stingy, cheap, or frugal.” I can find myself falling into my more scarcity mindset of, “Why would I spend all that money on something that I can learn myself or figure out?” What I’m speaking to first are a lot of my own natural resistance to investing in mentors and coaches. I believe we were connected through my people who, funny enough, I had invested in for mentorship and coaching.

I take action to do so. I have my own resistance almost every time I do. I’ve found that it’s less about what you’re going to learn from a mentor particularly. A lot of times, for me, it’s forced focus. What I mean by forced focus is that if someone’s trying to lose weight, but they’re trying to do it on their own, they’re like, “I could try keto and maybe I should try macros. Maybe I should do 75 Hard.”

They all could work, but the fact that the person’s considering so many different things, they don’t ever commit fully with focus to one thing over a long enough period of time. I find the same thing. Whether it’s losing weight or whether it’s business, there are a dozen different ways you can get an outcome. There are hundreds of different ways you can get a result, but when you invest in a mentor, they say, “This is how it worked for me.”

I also do think that’s the difference between mentorship and coaching. There are a lot of times that debate of, “Do you have to have done the thing that you’re coaching other people on?” Mentorship is, “Watch how I did it.” Coaching is, ‘”Let me ask you the right questions, support, and guide you to figure it out as well.” It’s important if people are investing in something that they know which one they want.

Are they wanting a coach that can guide and direct and help you with the bumpers for them and facilitate or are they not looking for a coach like Phil Jackson, a la Michael Jordan, or are they looking for a mentor a la Michael Jordan to Kobe Bryant? Michael Jordan said, “This is how I built my career.” Kobe Bryant to Michael Jordan is more mentorship. Phil Jackson to Michael Jordan, to me, is more coaching. It’s important to understand the distinction of the two.

Both being valuable.

I don’t think one’s less important. It’s when people think they’re getting a mentor, but they’ve hired a coach and people think they’re getting a coach, but they’ve hired a mentor and you might end up with a disconnect of what you were looking for.

Back in 2018, then you started the Health and Wealth Academy. Since then, you’ve added some other businesses along the journey in tech. What came next?

Health and Wealth Academy with a small social media following because remember, I had no social media presence or expertise. Everything was in person before that. With a small social media following, I grew Health and Wealth Academy from zero to $80,000 a month, the seven-figure run rate in 9 months and to $200,000 a month in 18 months.

By the way, this is all with organic, not paid ads and stuff like that with a small following and in the fitness and health space. A lot of people say like, “You can make that money with business consulting, but not with like fitness, weight loss, etc.” I had a lot of people starting to ask me like, “Mike, what are you doing?” Admittedly I was like, “I’m not coaching coaches. That’s a BS industry.”

It’s a money grab. People who do that couldn’t figure out how to build their own business. Now they’re helping other people grow a business. That’s what I told myself. I was in Beverly Hills, California with two mentors and I was sharing with them how I had built the Health and Wealth Academy and they said, “Mike, we’ve been in this online coaching industry for a decade and the way you’re growing your business fast, but also sustainably built to last. It’s different than anything else that’s out there.”

They said this phrase to me that changed a lot. They said, “If you were to get into coaching coaches, it wouldn’t be about you. It would be about the people you serve and the industry that you can make a difference for.” When they simply said that one small quote and it took my frame off of me and onto others or it got me off self and on a purpose, I was like, “Let me do this.”

I beta-tested my strategies with ten people. All ten had extraordinary success, whether it was $0 to $10,000 a month, or whether it was $50,000 to $100,000 a month or whatever it was. At that point, I decided to launch Passion to Profits, which we were ranked one of Inc. 5000’s fastest-growing companies in America. We’ve grown tremendously fast with that business.

Tell us more about what Passion to Profits does.

There are two levels of support that our students get when they come to us. Number one, there’s the type of person that knows they’re an expert at something. They’re passionate about something, whether it’s sales coaching, weight loss, nutrition, or something like that. They don’t have the system, the blueprint and the tools to turn it into a highly profitable either side income or a full-time business.

Passion to Profit specifically is the launching pad to growing their business, taking something they’re passionate about and turning it into a $10,000, $30,000, or $50,000 a month business online. We’d specialize specifically in online marketing and online coaching. For students that are already running a successful or established coaching business but they’re probably stuck around that $20,000 to $30,000 to $50,000 a month mark, maybe they’ve even broken through seven figures because they have a huge following or they grind and work their tail off, but they don’t know how to build a business that’s built to last or sustainable.

At that level, we work with them on the LTV method. The LTV method is most people in the online coaching industry will keep clients for maybe 3 to 6 months. We show them how to keep clients for on average 3 to 6 years in a way that it builds a base of monthly recurring revenue in their company. When they start every month, they already have $30,000, $50,000, and $100,000 a month in monthly recurring revenue before they even sell something new.

We teach them how to build the team, the systems, etc., the offerings to do that because as Jay Abraham says, “There are three ways to grow revenue. Get more front-end clients, increase how much those people pay, and get them to pay more often.” I found, at least in my circle of the industry, most people were teaching you how to get more front-end clients. Maybe they were telling you to raise your prices. We, at that point, specialize on the third one. That is how to get existing clients to stay and pay more often enthusiastically in a way that gets them incredible results. That’s what we do with our higher-level students that already have established businesses.

Jay Abraham says, There are three ways to grow revenue. Get more front-end clients, increase how much those people pay, and get them to pay more often. Click To Tweet

What does LTV stand for?

The lifetime value of a customer. If they buy one time for $5,000, the lifetime value is $5,000. If they buy again for $15,000, and again for $75,000, that one customer lifetime value, how long they stay, and the lifetime value, that’s what we’re looking to extend. If you think about it, most highly valuable companies at first have to figure out how to get a lot of clients. The highest-valuation companies out there figure out how to minimize churn and increase lifetime value.

Netflix, Amazon, cell phone companies, and some of the most valuable companies find a way to minimize churn turnover of clients and increase the lifetime value of a client. Look at subscription companies, software companies, etc. That’s why the multipliers on the valuation of those companies are so ridiculously high compared to the valuation of other types of businesses.

How did you learn all this stuff? How did you, a Cutco knife salesman, get to talking about LTV, minimizing churn, and all these things that you’re doing now? It’s a mind-boggling path that you’ve been on and where you’re now. It’s pretty darn impressive. What are some of those secrets?

It’s interesting. How did this Pizza Hut breadstick-eating knife salesman understand how to do this thing? You asked me earlier what I fall in love with at that first business. I said I didn’t fall in love with sales per se. I got good at it. I have a massive respect for sales. What I had to figure out at Cutco if I was going to be successful there long-term is they have a ridiculous turnover of their reps.

Turnover in the sense that, like we already said, most people do it for a summer. Most people do it for a month. Most people do it for a week. I said to myself, “If I’m going to stay and do this thing after college, I want to have a consistent income. If I’m constantly needing to hire and recruit new reps and they’re all leaving the next month, how long could I do this thing for without burning out or getting exhausted myself?”

What I had to almost or what I intentionally chose to get good at in that business is how to develop and retain those sales reps. In that business in particular, this isn’t an exactly real stat, but in some regards, the average reps at that company will stay for 1 to 2 months, maybe 3 to 4 months. I’ve gotten to the point where reps were staying for 1 to 2 years, 3 to 4 years.

I haven’t been at that company since 2014 and there are sales reps that are still the top sales reps in the company right now that started with me in 2008 or 2009. People oftentimes stay there for 1 or 2 months and here, I have some reps there for 1 to 2 decades. That’s how I got good at the whole minimizing churn, extending LTV because I had to figure it out and I had to figure out what causes people to commit fully and see a vision for themselves and stick with something more long-term.

Let’s hear an answer to that question. What is it that causes people to stick with it and stay with long-term?

I wasn’t sure if this would come full circle during your introduction when you’re talking about trust and because you shared that as part of the introduction, I found myself asking, “Is there a way to tie in whatever questions you wanted to ask into that theme?” I wasn’t sure if it would come up naturally, but the first answer is trust.

People join companies, but they quit relationships. People join Google. People get a job at Amazon. They get a job at Verizon, but then why does someone quit that job in six months sometimes? They say things like, “They weren’t following through with the things they told me. I can’t trust my direct report. I don’t think my leader has my best interest in mind.”

People join organizations and join companies, but they quit people. That’s a byproduct of leadership, relationship building, and most importantly, trust. If we were to boil it all down, I believe that a lot of retention or churn is a byproduct of a gap in expectations. If someone’s expectations are blank and you continuously are meeting them or exceeding them, the person not only trusts but surrenders in a safe way and goes, “I’m in.”

BYW 44 | The Value Of Trust
The Value Of Trust: People join organizations and join companies, but they quit people. That’s a byproduct of leadership, relationship building, and, most importantly, trust.

 

However, if their expectations are here and you’re only meeting them or falling short of them most of the time, they continue to put their guard up. They’re always questioning, “Is this the place for me?” They’re looking for outs. They’re looking for escape routes. There are a lot of other things that go into retention, don’t get me wrong, but at the foundational piece, it’s trust.

You brought up trust. I assume you maybe have heard of the book or anyone reading has heard of the book by Stephen Covey, The Speed of Trust. Trust is the foundation of so much of what happens when it comes to a client or employee retention or turnover. Retention or churn is a foundation of trust and expectations.

When you work with new sales reps back in the day, did you sit down and set out the expectations very clearly, simplify them so that they knew exactly where you guys were at and then keep revisiting that? How did you go about doing it? What’s the process that you use?

I have a couple of mechanisms that help people understand this concept better, but it breaks down like this. Most people, when you’re first starting something at something, you’re naturally wanting to tell them how awesome it is. If you’re a coach, for example, you’re wanting to tell them all of your best client results. Let’s use weight loss as an example. “Gary, I’m so excited you finally joined my program. We have Johnny who started with us a month ago. He’s already down 15 pounds. We got Sally. She’s been with us for six months, she’s down 60 pounds.”

We naturally want to tell people. We oftentimes don’t mean anything malicious by it, but we naturally want to tell people out of enthusiasm and excitement the great results that we can get people. I believe creating expectations for people is threefold. Number one, telling people what the top-tier results are. What are not typical results, but they’re top.

There’s nothing wrong with telling somebody, “Johnny started with me 30 days ago. He’s already down 16 pounds.” Do you back that up with, “Now, to be clear, Gary, that’s top 5% results. He had 100 pounds to lose. To give you an idea, you only have 30 pounds to lose. He had 100 pounds to lose. He has been the perfect student. He hasn’t missed a single workout and meal we’ve asked of him. I want to be clear while I’m sharing that with you so you know what’s possible, it is a top 1% type of result.”

The other side of that is, are you willing to tell people the bottom 10% of results? If you go on any of my content, one of the things I learned at Cutco was called 10/80/10. That is what’s the top 10% results, the bottom 10% results, and 80% results. The bottom 10% is, “Johnny, I want to be clear. One of my students, Michael lost zero pounds in his first four months with me.” You might be like, “Mike, I invested in your program and you’re telling me somebody lost no weight with you?”

He could have easily told me like, “Mike, your program’s a scam. It didn’t work.” Do you know what Mike recognized? He had developed better habits and routines in the last 100 days than he had in the last 10 years since he had left the Army. He was proud of the traction and the ups and downs that he worked through and he saw the vision of where we were still taking it.

He ended up losing 30-plus pounds in the next nine months and has continued working with us from there. I’m glad he didn’t give up. Here’s what you can expect as a norm. The 80% average results are that most of our clients, as long as they’re following the program, even if they’re not perfect, will lose about 1 pound per week.

Maybe a little bit more, maybe a little bit less, but 1 pound per week. If you’re in a 24-week program, losing 15 to 25 pounds is not out of the question. Yes, Johnny lost 16 in his first 30. Mike lost it in a year. That’s an example of establishing expectations is not telling people the top end results, but telling them all the different tiers of what one could expect because there’s a great quote.

Point number two here, people don’t care what could happen to them. They care more that you told them it could happen to them. There’s something about trust when you told them, “By the way, this is possible. Here’s what we’ll do if that happens. When that happens, I want you to schedule an extra call with me and say, ‘Mike, I thought after 90 days. I’d be making $10,000 already. I’m only making $3,000 a month.’”

BYW 44 | The Value Of Trust
The Value Of Trust: People don’t care what could happen to them. They care more that you told them it could happen to them.

 

Here’s what I want you to do. I want you to schedule a call and we’ll assess what’s going on and we’ll tweak the small things. If that’s you, you’ll be the next Adrian. Adrian was underperforming in his first four months. He went on to make $100,000 in his first 12 months with us, but it took him a little while to get going. Have we had students that made $20,000 in their first month with us? Yes. Imagine if that’s all I told people, $20,000 a month right out the gate, and then they only do $4,000.

For some people, Gary, $4,000 in extra income could be life-changing, debt-free, paying their mortgage, whatever. Now they’re sitting there thinking they’re a failure, I let them down, or I lied to them because I only told them about the $20,000 results. There are proper expectations. People don’t care what can happen to them as long as you told them it could happen to them.

Lastly, number three is expectations on relationships. I love, in any new working relationship, having the what you can expect from me, but what I expect from you conversation. This is what you can expect from me, but I also want you to know what I expect from you. As part of that conversation of what you can expect from me, I oftentimes share the good and the bad about my personality.

Just so you know, I can be very serious and all go business and sometimes forget to slow down and say, “Gary, how are you doing?” I want you to know that’s my nature. I care immensely about the people around me, but I sometimes forget to show it because I’m so intense about let’s get people results. I’ll tell people that. Your more relationship-building type of personality doesn’t go, “Mike’s an a******. He doesn’t care.” I set up expectations that way, 10/80/10. Tell people what could happen to them and what to expect and build expectations on relationships.

Michael, when you took the WHY.os discovery, your why was to create relationships based upon trust, like we talked about. How you do that is by making things clear and understandable first for yourself and then for others. Ultimately what you bring are simple solutions. You simplify it down to a couple of points. You have done exactly that during our conversation. You’ve created trust by clarifying what’s going on and then simplifying it down to 2 to 3 points. Every time I ask you a question, you say, “I got two things to that. I got three things.”

That’s the teacher within me.

It’s a great example of your WHY.os and how you live it because that’s very powerful the way that you do that. If trust is the most important things, being clear and being simple are important for that.

You said something during your introduction that I thought was interesting. I forget exactly how you said it, but you said trust is built when we are the living example of what we’re asking other people to do. That’s why I said earlier, expectations, relationships, and leadership. I love John Maxwell’s concept of the Law of the Mirror. People won’t follow what you tell them to do. They’ll follow what they see you do. That’s part of relationship building and setting proper expectations and trust as well.

People won't follow what you tell them to do. They'll follow what they see you do. I think that's part of relationship building and setting proper expectations and trust. Click To Tweet

One of the things that I talked about in the intro to the Why of Trust, which is your why, was educating yourself to a very high level so that you can be the trusted source. For those of you that are reading, Michael, what is in the background behind you?

It’s a bookshelf. Everybody has a bookshelf. My fiancée gets credit to what you’re referencing. It’s a color-coded, size-ordered bookshelf. It’s color-coded from tallest to smallest book and then back to small. Kayla, my fiancée, said it’s aesthetically pleasing to the eye as well.

How many books are there?

I have another couple dozen on the floor over here and hundreds over here. I don’t know the number, but it’s a good amount.

How many have you read?

I don’t know a real number, but I’ll answer that question with this because I don’t have a real answer. Through my twenties, I was obsessed with the quantity of books I was reading. I studied books a lot. My life changed more in my 30s, though. That’s when I started studying books for quality instead of quantity. I’ll skim books. I’ll Audible the first five chapters and go, “This is good, but not for me.” Once I find a book back to the whole, become an expert at a subject and that’s how you become trusted. Once I find a subject that I’m like, “I want to live this or implement this in my life,” I’ll listen to that book or read that book a couple of dozen times.

In one year, maybe I only read ten books the whole year, but the book Scaling Up, for example, I read it 16 to 25 times over and over again. I probably have listened to Think and Grow Rich three times every year. I know that’s not what you’re asking. How many books? I don’t know the number, but through most of my twenties, it was a bragging game of how many books I read this year. Now it’s much more about what book did I study, implement, and become an expert of.

That’s another aspect of the Why of Trust. You’re not going to answer because you don’t have an actual answer. I’m not going to answer. You’re not going to answer me because I can’t tell you the truth. I can’t tell you a number so I’m not going to say it. Take us through a day in the life of Michael Chu.

I’ll answer that question by bringing you back years ago and we referenced the whole, “I haven’t drank alcohol in years.” I had a dark point in my life. I had made all this money and I was in my early 30s. I told you I was questioning what’s it all for and I decided I had to reinvent myself. It’s funny that you’re talking about trust and here it comes back again because the password to my phone has been Integrity15. How that ties back into the routine is I’m not a big fan of long morning and evening routines, but I do believe that routines or rituals dictate the results we create in our life. A lot of the routines I’m talking about, I do day in, day out and make sure it’s grounded in me.

Routines or rituals dictate the results we create in our life. Click To Tweet

It’s pretty simple. I’m a night out by nature, so I’m not the up at 4:00 or 5:00 AM type. I oftentimes get up and like to get to work pretty quickly. I do something either called a power walk or a power shower. I do my morning routine while walking or showering and I can get it done in 10 or 15 minutes, which is three segments.

It is gratitude. I’ll take 2 to 5 minutes and address some gratitude. I’ll then remind myself what my goals are for the year and then I’ll set my intentions on who I’m committed to being for the day. I can do that in 5 to 15 minutes. I dive right into spending a little bit of time with my daughter and my fiancée before they head off to school. I get into anywhere from 2 to 4 hours or maybe 5 hours of deep work.

At least 4 days a week, maybe 3 at a minimum, 5 at a max, I’m starting off my day with no meetings and deep work, a big project that’s going to move the needle. I oftentimes take a break to reset. I’m a big Brendon Burchard fan. High Performance Habits talks about the first habit is high performers stop to recreate clarity often. I’ll stop and reset in the middle of the day to set my intention for the second half of the day. What are my biggest priorities and things like that?

At that point, I normally dive into either leading my team, coaching clients, or catching up on any other last projects. I try and work out. I either do martial arts or lift weights. During the summer, I like to go out and surf. I like to try and get active most days and then spend time with the family before heading to bed at night. Sometimes I’m at night owl and Kayla will go to bed early and I’ll get some projects done.

I think because of karate when I was like a young age, I wasn’t the kid in bed at 8:30. I sometimes wasn’t out of class at seven years old until 9:00. Sometimes I’m used to everyone goes to bed and from 10:00 PM to 1:00 AM are sometimes my most productive hours. I’d say maybe 1 or 2 days a week, I’ll put it in late night session to finish up some night stuff. Weekends are chilling with family. Sundays are completely disconnected and off and we’ve got a date night every week and things like that in there. That’s the daily or weekly routines in there.

I got about five pages of notes now from our conversation, so that is awesome. Michael, if there are people reading that want to get ahold of you, follow you, or work with you, what’s the best way for them to get in touch with you?

There are a couple of different ways. Instagram’s the easiest way to follow me and all the things going on in my world and my handle there is @Mike__Chu. However, if you are a coach, an expert or a consultant, we have a free resource for people who are in that industry and you could go to www.ChampDev.com/free and there’s a free three-part training on how to reduce churn, increase retention, and extend client LTV.

There’s a high value no fluff three-part training that people could get for free there at ChampDev.com/free. Instagram’s the best way to follow me and be in my world. If you want to get a resource and check out more what we do, you could go to that website and check out the free resource that we have.

Michael, thank you so much for being here. I’m glad we finally got to do this. I know this was way more than I expected and I don’t know why I didn’t expect it, but it was valuable stuff that you talked about. Thank you so much for sharing.

It’s my pleasure. Thank you so much for having me.

 

Important Links

 

About Michael Chu

BYW 44 | The Value Of TrustMichael Chu is the creator and founder of Champion Development Inc., the premier coaching and support program for executives, fit pros, and entrepreneurs.His background started in direct sales leadership and over the last 15 years, he has been the CEO for 5 separate businesses that have generated over 7-figures in revenue.

Michael is also one of the only coaching mentors who still has an active and thriving health coaching business in conjunction with his business coaching programs.Mike uses Somatic Therapy and other mindset techniques to stay in a champion mindset while he runs his companies. He is very passionate about helping other coaches avoid the burnout that often stops them from serving their clients.

He is dedicated to helping entrepreneurs scale their business and marketing efforts – whether you’re starting from scratch or from going from six figures to seven figures.

Michael teaches his clients how to turn their Passion into Profits and generate massive impact and profit using the Maximization Model and the The LTV Method.

Categories
Podcast

Mental Toughness – What It Takes To Keep You Moving Forward With Chriss Smith

BYW 43 | Mental Toughness

 

What would it take to complete a 3,000 mile rowboat race across the Atlantic? It’s way more than just the sheer physical strength and stamina. You have to have the mental toughness to deal with the wave of self-doubt and other negative emotions that will overpower you. And that’s if physical fatigue doesn’t get you first. Chriss Smith joins the show again to share his experience at the Talisker Whisky Atlantic Challenge, dubbed as the world’s toughest rowing race. Chriss is the owner of Trident Mindset. He believes that the psychology of sport, fitness, and fun play a vital role in the success of a healthy lifestyle. His mission is to help others overcome self-doubt and perceived limitations by developing the mental toughness to unleash their warrior within and solve their happiness. His WHY of Better Way fuels this mission to make himself and other people better. Find out how that helped him overcome what would possibly be the hardest thing he had to do in his whole life!

Watch the episode here

Listen to the podcast here


 

Mental Toughness – What It Takes To Keep You Moving Forward With Chriss Smith

In this episode, we’re going to be talking about the why of a better way, to find a better way and share it. If this is your why, you are the ultimate innovator and are constantly seeking better ways to do everything. You find yourself wanting to improve virtually anything by finding a way to make it better. You also desire to share your improvement with the world. You constantly ask yourself questions like, “What if we tried this differently? What if we did this another way? How can we make this better?”

You contribute to the world with better processes and systems while operating under the motto, “I’m often pleased but never satisfied.” You are excellent at associating, which means that you are adept at taking ideas or systems from one industry or discipline and applying them to another with the ultimate goal of improving things.

I have a great guest for you. I’ve been looking forward to this for a while now. This is a revisit of somebody that I had on the show a couple of years back. Since then, a lot of crazy things happened to him. He’s accomplished a lot of things, and we’re going to talk about that, but let me tell you his bio first. His name is Chriss Smith. He is a former Navy SEAL with decades of experience in the SEAL teams and other special mission operations.

He’s the CEO and Cofounder of Trident Mindset, an online Mental Toughness Training Course. He’s the Founder and Co-Owner of Trident Athletics, formerly Trident CrossFit, one of the largest CrossFit gyms in the country. Chriss is an entrepreneur, extreme adventure athlete, husband, family man, and dog lover. He says, “It’s not just about becoming a SEAL but also about the journey once we leave the SEAL teams.” Chriss believes that the psychology of sport, fitness, and fun play a vital role in the success of a healthy lifestyle.

His mission is to help others overcome self-doubt and perceived limitations by developing the mental toughness to unleash their warrior within and solve their happiness equation. Now a competitive ultra-endurance athlete, he completed the Talisker Whisky Atlantic Challenge, a 3,000-mile row boat race across the Atlantic Ocean. He was also part of team Shut Up & Row, the fastest American team ever that beat the previous record by fourteen days. They finished the race in 33 days, 17 hours, and 38 minutes. You are also part of the world’s toughest race as you can see on Prime television. Chriss, welcome to the show.

It is good to see you. It’s been way too long since we’ve talked.

You’ve done a lot of stuff. I was following you on a line when I saw that you were rowing. Let’s talk about that. For those of you that haven’t read Chriss’s first episode interview, please go back and read it because you’re going to learn the fascinating and mind-blowing story of how he went from an engineer to joining the Navy and becoming a SEAL then everything that happened after that. It’s a fascinating story. You went through it twice.

I’m a little bit of a skinny guy, hyped out all the good stuff, but made it through going up to a special missions unit, graduated from that, worked out for a while, back in the civilian sector, trying to change lives and make the world a better place. That’s my mission.

During that interview, you couldn’t talk about what you were doing because it hadn’t aired yet.

Back then, we’re reasonably sequestered for World’s Toughest Race: Eco-Challenge Fiji. It was a race on primetime TV. The Bear Grylls put it on for us. I raced with a team called Team Onyx at that time, which was the first ever all-African American team to ever race an adventure race. It is an eleven-day adventure race in Fiji, and it was incredible. Like most things in life, things don’t go as planned. You have all the ups and downs that came with that as well. The last time we chatted, I wasn’t able to discover that, but the show’s been aired for a little while, the team did okay, and had some challenges, but I’d love to talk about that if you want to.

How long was the race? What was the race? What were the events in the race? I was blown away by what you guys had to do and what it looked like the toughest one was. Tell them a little bit about this race.

If you’re unfamiliar with adventure racing, it is an amalgamation or accumulation of a lot of different sports like running, trekking, rocking, mountain biking, hiking, canoeing, rope climbing, descending, rappelling, and all these different things. What made Fiji exciting is we use a lot of native Fijian craft. The race started with a native Fijian outrigger sailboat, which was by a canoe with one outrigger on the right side, and a sail made of canvas. Local tribes made all 50 or 60 boats for the race. Race started with that. Another exciting event there was called Billy-Billy. Imagine a stand-up paddleboard that is made of bamboo and uses the bamboo stick board. We had 70 or 80 miles to go upriver on a Billy-Billy. That was long and exciting.

What was amazing to me was how far each race was. This was not like jumping in a little outrigger and going a couple of miles, which the person would be mind-boggling to go that far. How far was the first event?

The first event was a beautiful day. Everybody’s got online to see what’s going out. It was supposed to be 50 miles. Remember, I said native Fujian outrigger sail. There was zero wind. It would turn into a canoe battle. That first event took us twelve hours to get to the other island. To put these encounters, it took my team, which is a beginner team, and newer athletes. Part of our mission for that race is to bring this sport of adventure racing to minorities or people that don’t usually do adventure racing. The number one team that finished the race was a team from New Zealand who crushed these events all the time and finished that thing in six hours. It took us a 12-hour battle and took them 6 hours.

Imagine for the readers what it’s like to paddle for twelve hours. That doesn’t even seem fun but doable in any way.

This is an eleven-day race. That’s just the first day you’re paddling for twelve hours. Jump off the boat, do an 8 or 10-hour trek around an island, and back in the canoe for another 12-hour paddle back. Welcome to day one.

What was going through my head as I was watching it is you got a lot of airtime, which was great, but I was blown away by the distance that you did everything. You do the 24 hours of paddling and running, then what?

What was cool about this race also was because of a junction between different events, you had to find treasure. Separate from that, we had to dive maybe 25 or 35 feet down to get a nice little bouillon to move forward. That turned into a traditional inflatable stand-up paddle board, which that event was 12 or 14 hours long, followed by a mountain bike leg that was 27 or 28 hours long, falling into another foot track that was 15 or 16 hours long, which follows the Billy-Billy that was 12 or 14 hours long.

Nothing is short, but everything is exciting. It’s long enough that you feel pressure, fatigue, suffering, tiredness, and all the things that make you not want to finish on that particular day, but short enough that you want to go fast to get it done quickly. There is a lot of team building there, a lot of negotiation itself, mental work, and a lot of finding a better way to get it done quicker. That’s a super exciting race.

You did not mention what I thought at least based on what I saw on the TV what the hardest event was. It was absolutely brutal.

What did you think?

It’s the swim up the river.

It was a freezing river. Here’s the sad part of this journey. It’s an adventure race. Good and bad things happen. Our team didn’t get to that point because we had a massive bike crash. Our team tapped in, crashed his bike, and got a concussion. He didn’t get that far in the race. We didn’t complete that race, but that’s okay because what we set out to do was expand the idea of adventure racing for different types of people. We did that. We went to work on team building. Team Onyx started with five members. Now we have 64 members on teams doing adventure races around the world. That was super hard, but I didn’t get to experience that.

It’s probably a good thing.

It was swimming up a river. After a storm, I heard the water was absolutely frigid. It was the breaker of many teams. The entire team suffered badly on that day. It was super hard.

One of the things we talked about the first time that we had you on and what became evident was your desire to never ever, no matter what, quit. You talked about the one time that you did quit and how it messed with your head. It became obvious when you had to stop. Does that bother you?

Our team captain crashed the bike. Before that, our team captain was also the primary navigator. It’s map and compass navigation, no electronics. He comes to me and goes, “Why don’t you captain right now? I’ll just be the primary navigator,” literally before the bike crash. Maybe 25 kilometers before the bike crash, I was taking over as team captain. I’m super excited to do that for the team. It was awesome.

A bike crash happened. I’m responsible for finding a way to keep the team moving forward after a horrific crash. It was super challenging for me to manage people, try to be safe, and try to make the right decision to do the right thing for the right reasons. All that was on my plate now. By doing the right thing, we didn’t get a chance to finish the race, but it was the right thing to do. Inside, I’m not finishing the race. I’m feeling like I’m quitting the race. In reality, sometimes, we don’t get to finish races.

Sometimes you just don't get to finish races. Click To Tweet

Like you said, “We were doing this. We’re not quitting no matter what.” We can see when you were resigned to the fact that, “If we don’t quit, make it.”

Life over finishing, first and foremost. It’s a super hard decision to make emotionally and physically. Had a super strong race. We had a night’s sleep, super engaged, crushing the bike, and ready for the next day. It was not in our favor at that particular moment. You can always rest on it. Did you make the right decision for the right reasons at the right time? Yes, I was visibly disappointed and in emotional pain that we weren’t moving forward, but it is still the right decision to make. Cliff and I are still friends. We still do things. It’s nice. He’s so much into this growing or expanding the knowledge of adventure racing. He’s doing great. He’s a professional chef, which is crazy.

That gets back to why you guys crashed because the tires were full of mud.

We got new packs on. Literally, we had a couple of hours of sleep, and we were blind. The passing teams were feeling super good like, “We struggled on some of the water events, but we could ride bikes.” We’re catching up making places, road goes downhill real fast, and takes it to a big return, misjudges the turn, and off we went. The bike gets smashed all over the place. His helmet gets a big crack, and it falls off his head. It’s so painful.

Did you stay there to watch the finish?

We did because these kinds of races are not just about how your team does in the event. It’s a community. There are maybe 50 teams. People are finishing all the time. People are still, “Tough break for you, but we’re still part of this whole thing.” We are making the sport nice. We’re putting on a good show for TV and everything. It’s nice to be part of people who want to move forward, get past adversity, and keep doing our things. We stayed until the end. I got smaller bike rides and a couple of walks. We took it easy a little bit. It’s been two days in the hospital. There were a lot of things there, but we’re still there to support the race.

BYW 43 | Mental Toughness
Mental Toughness: It’s really nice to be among people who want to move forward, get past adversity, and just keep doing hard things.

 

What are your interest and excitement? Why the heck do you do these? Why do you do an adventure race? It looks excruciating and a nightmare to be out there. There was nothing that looks fun at all at least from the perspective of somebody watching it on TV.

There’s a lot of suffering involved, but after a while, it takes a little bit more to look inside to see what you’re made of. First, I was an athlete. I remember 5k was a long distance. Now, 5k isn’t a long distance. After the 5k, a 10k was a long distance, half marathon and 100-miler. Three-day race is exciting. I get pushed out a little bit. You can’t go too far, but it’s the excitement of looking in and talking to yourself or having that mental toughness to keep moving forward when everything is trying to tell you to stop.

What’s it take for you to keep moving forward? You have to move forward fast all the time, but keep moving forward. I am a huge proponent. I love these team sports where the suffering isn’t just about you. Can you be a beacon? Can you inspire people? Can you mentor people? Can you galvanize your team to keep moving forward?

When all the things are going bad and nothing’s going in your favor, are you that person that people can lean on? Are you that person that can find a better way to get something done? Are you that person people can count on to keep moving the team forward? I got the chills right now. That jazz’s me up so much to be part of that. Not just being a leader of that, but also being a good follower of that. Being on the team is super important to me.

How do you do that? I’m on your team, four of us on the team, and all hell’s breaking loose. What goes through your mind? Why do you step up?

The good thing about the team is you don’t have to be the only person that steps up. As the race goes on, you may have your high or low days. Not only are you there to support your other teammates, but they’re there to support you as well. It’s understanding relationships and communication, when somebody is crying and whining for no reason, or there’s an actual reason why they’re crying and whining. You don’t have support.

BYW 43 | Mental Toughness
Mental Toughness: The good thing about being in a team is you don’t have to be the only person that steps up.

 

Being able to understand people and to find a better way to make sense of things to understand what their problems are and work through that with them is super liberating. It’s super exciting for me. It’s having the wherewithal to want to communicate, keep that relationship for the right reasons, and move forward there. It’s good listening skills, good communication skills, sometimes not good listening skills, and all the things inside. It’s like, “We’re just going to keep moving forward. Let’s go.”

It’s being part of somebody’s comeuppance. They are in a very low. Their feet hurt and whatever is bothering them. You are in that dark, shallow part with them. You are able to give them and encourage them something that made them come out of that trough. Hours later, they’re feeling good, and whatever’s bothering them is not happening. You have to be a part of that with somebody. You’re talking about deepening relationships and making connections with people. Listen first and talk later.

There are a lot of good lessons in there for us in the business world.

Sometimes we think about ourselves. We forget that the team is as important, if not more important than whatever you’re trying to accomplish. Maybe put all your jazz behind you and say, “What’s important for this person? How can we make this person better so that we all can move forward?”

Let’s go to the next thing that I heard you were doing. You sent me this text, “I’m about to do this row across the Atlantic.” How do you come up with this? Who thinks of these things? Why are you doing this? You love to row. It’s the worst. It’s not even a sport.

Rowing is always challenging. I’m a storyteller. I like sharing stories. I found myself a few years ago being in a place where I felt I was regurgitating past experiences, past stories, and nothing new to contribute. Had I not experienced anything new in my recent time that’s exciting, worth sharing, and inspiring for people, am I talking to talk and walking the walk? Am I sitting back in my rocking chair telling, “Back when I was this, I was that?”

I wanted a test. I wanted to stay engaged and stay involved. I tell people all the time, “Sometimes you got to choose hard things. You have to choose the wrench to do hard things that make everything else easier.” I found myself in a place where I wasn’t doing that. I was doing things, but I knew when I looked in the mirror, I wasn’t doing the things that I should be doing to keep myself spirited and inspired. I was looking for a challenge that was going to scratch that itch. You have to be careful what you put in the universe because it comes back at you fold fast.

Sometimes you have to choose the wrench and do hard things. That makes everything else easier. Click To Tweet

I’m hearing you were feeding others because I’ve seen you at your CrossFit. I know that you are constantly feeding other people. You can’t tell it from reading, but Chriss has a very loud voice. There is nobody that doesn’t know he’s in the gym at that moment because you are encouraging, yelling, and harassing everyone everywhere you go. That’s your thing.

That’s my whisper voice. That’s who I am. I love what I do. It just comes through in races. It’s who I am and what I do. It’s not changing. I love it. I’m looking for stories and experiences and wanting to walk the walk. We give advice to people all the time. Do we listen to our own advice? Do we do the things we ask people to do? I asked you to do hard things all the time. Well then, go do something hard, son. This was it.

What came through your mind when somebody asked you, “How did it happen that this is what you guys chose to do?”

This was a third-party experience. Our team captain, Brian Nicholson, and his buddy, James Hein, work together. They started to do this race a few years ago. It’s very unheard of race. There have only been less than 1,200 people that ever do it. For some reason, that race didn’t go, but it was on Brian’s mind for a long time. Brian was looking for people to make a team of four. I reached out to a friend of mine, Dan Cirilo, and said, “Do you know any person who would want to row the boat across the Atlantic Ocean?” He’s like, “Nobody would even entertain this crazy thing.”

Dan and I have a good relationship. He’s like, “I know the two perfect people.” It was myself and Brian Chontosh. Brian called us and said, “Does it sound exciting?” I’m like, “It sounds exciting to me.” No research, no nothing. I talked to Tosh. He’s like, “If you do it, I’ll do it.” We said, “Yes.” That was a few years ago.

You’re not somebody that rows all the time.

I am 5’9” and 165 pounds. I’m not even built for rowing. You’ve seen rowers. They’re gigantic. They’re 6’7” and 240. They’re huge. This was totally not up my alley. That was also exciting for me. If you asked me to ride a mountain bike, I’ll ride a mountain bike. I can go faster or slower. If you ask me to run, I can run faster or slower and paddle a kayak canoe. I have done all those things before. I’ve never rowed a boat or a rowboat, and never even had a boat in the ocean. Everything was new and exciting. Everything, I had to learn. That jazzed me up. It fired me up so much. I’m like, “This is going to be awesome.”

Was it more excitement or more fear? Was there any fear?

In the beginning or post?

Probably, in the beginning and during. If I was thinking about doing that now, it would be petrifying to me to think, “I don’t know what the heck I’m doing. I don’t even know I have a concept of what I said yes to.”

I felt exactly the same way. That was exciting for me. I’m like, “This is completely new and exciting. I’m capable of many things. Let’s see if I’m capable and can do well in this event that I know nothing about.” That was a few years ago when our training first started. I remember that I broke my neck. I had to get four new vertebrae in my neck. I didn’t get a chance to train for six months but then started training again. I get the two-year mark concept for weightlifting. Our team got a coach to help guide us through this experience of what we’re supposed to be looking for later on. It was nerve-racking. You know me very well. I’m an excitable guy like variety will. Rowing is not variety.

Let’s go to race day. I remember I sent you a text. I said something like, “What are you up to this weekend?” You said, “I’m going to do a little trial run or something for a trial row.” What does that mean? You said, “I’m going to go out and row for twelve hours.” Who rows for twelve hours?

We did some 72-hour rows in a garage. We’ve done lots of rows. We rode from Florida to Georgia. We did a lot of rowing. Other than that, we didn’t even compare to what we experienced on the ocean.

BYW 43 | Mental Toughness
Mental Toughness: We trained in Florida and did a lot of rowing. But all the rowing that we did didn’t even compare to what we experienced on the ocean.

 

That takes us through the start of the race. What was the start? How many boats were there? What was going on? What was going on in your head?

Forty-two boats in this race come in different classes. You have single people doing the whole 3,000 miles by themselves who are still out there rowing. You got singles, doubles, and 4s and 5s. We’re a four-person boat. All the boats are lined up. The Atlanta campaign runs the race. They do a good job of making it seamless from showing up in Spain, to getting your boat prepped up, to starting in the row. All the boats have a two-minute start separation. Our goal was to be the first American team ever to win first place. That was our goal. Our team manager is like, “We’re going to start. We’re going to do three-up,” which is 2 hours of rowing, 40 minutes of rest, and 2 hours of rowing. We’re going to do that for 3, 4, or 5 days.

I’m thinking, “Who came up with that? Is that even possible?”

It is possible. It’s crazy. That worked out well for us. We got out front quickly and maintain that 1st, 2nd, and 3rd place for a long time. We got in the first place. We’re 12 or 14 days into the race right around Christmas time. It was us in another boat, neck in neck, on the big ocean 500 to 600 miles off-shore racing, which is insane to think about.

In my mind, I would be trying to picture, “What the heck does this boat look like? It’s not like a little kayak.”

It’s 26 or 27 feet and has a small cabin in the stern about 6 feet long or 3.5 feet high. You can sit up in it. You can almost lay down flat in it. In the front of the boat, the bow of the boat, you have about a 6.5 to 7-foot cabin about 3.5-foot high. You could almost lie down in it. It’s about 4 or 5 feet wide. In between those two flat halls, there are 3 sliding seats and 6 doors. That’s it. There is some whole space put food and a watermaker on board, poop and piss in a bucket, a full ocean-going electronics package, full electronic navigation AIS, all the things I have, it’s all that was there as well.

It only had three seats because only three people are rowing.

Typically, most people row 2 hours on and 2 hours off, 24/7. That’s the typical way most people are doing the race. You get two hours of rest of which you have to make food, cook food, eat food, and clean your body. Make sure your body was recuperating at that time. Sleep, recover, get back on ore, rinse and repeat, 33 days, all night long, just rowing.

What is the ocean like out there in the middle of nowhere on a little 26-foot boat?

First of all, Mother Nature does not give a heck about you. She is going to do what she is going to do. She wants to give you a storm, and you get a storm. She wants to rain, and you get rain. She wants hot sun, and you get a hot sun. There’s nothing you can do about it. You fill your place in the universe real quick. You are a very tiny boat in a gigantic ocean where as far as you can see, is as far as you can see. There is nothing is in your way. You don’t see any other boats in the race. It’s very awe-inspiring, where you have the entire majesty of the sky, where you see every star that you can see. There’s nothing in your way. You can see through the galaxy. It’s crazy. The nights are dark as dark. The days are hot.

What’s the temperature like out there at night?

It was gorgeous. We roll without shirts on at night and short pants. It was nice. When we got closer to Antigua, it got a little bit hotter. A lot of guys row naked. I wore some sleeves to keep the sun off my skin during the daytime. Some guys had no shirts on. The temperature couldn’t be better. There are storms out there all the time. It’s Mother Nature, with high winds, big water, big seas, 30-foot swells, and 35-knot winds. You’re out there like a little cork in the big ocean floating around, going 3.5 to 4 knots.

The biggest challenge you ran into was what?

We had a myriad of challenges. We had some boat mechanical issues, which other boats didn’t get to experience.

What do you mean by mechanical issues?

There are solar-powered boats. The boats have two lithium batteries run by solar power that allows us to run all of our electronics and watermaker. The water desalinator is on board. We make the water that we use to make our food then all the electronic package is run on solar power. For some reason, we lost our batteries or solar power wasn’t working. The boats are auto-steered. It’s a GPS rudder. Without power, you don’t have a GPS rudder. You have to hand steer. You have to move your rudder with some lines, which is super challenging. That hung us up a lot, not just physically but also emotionally.

You’re in the first place, and all of a sudden, your boat shifts the bed. Now boats are starting to pass you and you’re trying to rectify or problem-solve. Our team did a fantastic job of navigating the 6 or 7 relatively major problem sets that we had on the boat, mechanically fixing things, and managing things. We did a fantastic job with that.

How did you keep going with no water?

Every boat has 15 days of emergency water and 15 days’ worth of food. We were allowed to drink some emergency water. One of our solar panels came back up. We’re able to make 20 liters or whatever for the team during the day. I had to ration stuff a little bit, which is cool. The boat still going to rows to get to Antigua. You make different decisions. If your car has got one wheel flat, don’t drive fast. You have to get to where you’re trying to go and manage that emotionally, mentally, and physically. Keep moving in the right direction. I keep having this thing in my head, “One more stroke closer to Antigua.”

There are some things you can’t control. Mother Nature, you can’t control. You can give the same amount of effort every single stroke. For 2 hours, you’re going 4 knots, and for the next few hours, you’re going 1.2 knots, the same exact effort. You have to manage a lot of emotional and physical management. It’s a lot. It’s a long race.

There are some things that you just can’t control. Click To Tweet

How many total miles was it?

It’s 3,000 miles. We did 2,970-something miles. There’s a point when you’re like, “I am 1,500 miles from the nearest land, and there’s as a bird. What?”

What the heck goes through your mind 1,500 miles in and you got 1,500 more miles to go? Did you ever want to quit?

No, I 100% emphatically never wanted to quit. I can honestly say that I’m not trying to be egotistical or braggadocious or whatever. There wasn’t a time when I didn’t want to get to row. Rowing was way more manageable than the two hours off. You have to manage many things, your emotion, sleep, food, your body, and all these things you have to do in a very short time. When you’re rowing, all you had to do is row. There’s not much else you can do but row. I made a goal of mine. You’re rotating every hour with a partner. You’re like, “My partner’s not going to roll one of my minutes. I’m going to do my 120. They’re going to do 120.” In our team, we did well with that making sure that everybody is participating as much as they could. It was awesome. I took rowing and resting seriously. That was my little idea.

Were you wearing gloves or no gloves? What were your hands like during all this? What was the part of your body that broke down the most during this event?

Me included, but most people have three contact points that wear out. The first one would be your butt. You’re sitting on a seat no less than twelve hours a day. You are sitting on the same bones, the skin starts to shake because you’re wet. In most of the races, either with sweat or salt water. To your skin, it sloughs and erodes off. It’s miserable. You’re sitting in the same spots over and over again for two-hour blocks. Even when you get off the row seat, you go back to your cabin, which is literally half a step away, and you’re sitting again. You’re sitting for 23 or 24 hours a day. Your butt takes massive trauma.

Secondarily, and surprisingly, your feet. I don’t know if you’ve been on a concept to rower with a strap that comes across your feet. Your hands are used to working and being tough, but your feet are always in shoes, and it’s relatively soft. That strap creates a lot of blisters on top of your feet. Unexpectedly, that tricking my brain a little bit is like, “I didn’t expect that to happen.”

The third thing would be the hands. Most people use either gloves, grips, or bare-handed. Bare hands is probably the best choice. Since your hands are in the same position, they blister. The blisters dry out, create callus and your hands are good to go. That takes about two weeks or maybe 10 to 15 days. My wife is like, “Do something with your hands because they are like 60 grit sandpaper. Don’t touch me.”

You rowed straight for 33 days. Did that beat the record by quite a bit?

The American record is by fourteen days. I was doing some research the other day. We wanted to hit first place. That didn’t happen. We took 5th place in the 4-man boats and 6th place in the overall race. Emotionally, you want to row hard. You want to the first place. That was what we were telling our sponsors and everybody. Sometimes that doesn’t happen. When you’re racing things, sometimes they happen, and sometimes they don’t. It was emotional that we didn’t do that, but people kept telling me like, “It’s not being in 1st, 2nd, or 3rd place. You rowed from the overall accomplishment.”

BYW 43 | Mental Toughness
Mental Toughness: When you’re racing, sometimes things happen, sometimes they don’t.

 

I’ve been trying to come to grips and wrestle with not hitting the podium but still what a magnificent accomplishment. On the Talisker Whiskey site, they have every race since 2015. I put our score and our time in there. Before this year, we only lose 7 or 8 boats forever faster than us since 2015. This year was a fast year. They’re obviously 4 or 5 boats faster than us, but still, that’s a huge accomplishment. The last American boat that finished was fourteen days longer than us.

Can you imagine fourteen more days than what you did?

There are still people rowing. I wake up every morning looking at the app that shows people are still rowing. How freaking awesome is that? I’d be bonkers by this. We talked about mindset and different ways to attack the problem. We wanted to race fast, so we didn’t take some things. We tried to stay hard and committed to our goal. Our experience was different. Some of them know they’re going to take two and a half months to finish the race. They’re attacking the beast and the race differently. Maybe not rolling as hard, taking more sleep, eating better, and all the different ways that you can tackle a race.

I’m like, “There’s no way I want to still be rowing.” If that’s what you set out for, it’s probably an amazing experience. Sunsets, sunrises, moonrises, and all the different things that Mother Nature throws at you are mind-blowing. It’s inspiring. You feel your place in the universe. You feel the sense of time and your space in the universe. It’s a gift I want to say thank you for because, before that, I was racing through life, not aware or paying attention. Now I’m like, “I’m going to be me right now.”

Was the hardest part of the race mental or physical?

The hardest part of the race was mental because the physical became routine. I got a row. With the intensity of rowing, how hard I row or how hard I don’t row is modular. It modulates a little bit, but you’re still just rowing. The mental thing of fourteen-hour nights, “I can’t do it again. I can’t eat this food. I need water. My butt hurts. This hurts.” All the things that get in the way of people accomplishing goals are there and don’t go away. They’re coming back every two hours and slamming you in the face, “My butt hurts. This hurts,” or whatever kind of thing is bothering you. They don’t go away, and they don’t get any better. You got to create a different relationship with them.

Take us to the finish line. You’re half a mile from the finish line. What was it like to see the land and then get to the finish line?

I’ll talk about scale for a second. What was it like to finish and see land? You can see land about a day before you hit land. For this race, what I love about what Atlanta campaign is they celebrate every single finish like it’s an awesome finish. You’re in contact with the race coordinators. You’re like, “I’m eight hours away.” They’re like, “Here’s your last bearing. Take this direction.” You are rowing. When you get close, they send out a jet ski and a video boat. Every finish for this race is live on Facebook.

Your last 20 or 30 minutes of crossing the line are filmed. There are flares and all this chaos. The boat is spinning around. You’re videoing. What you don’t realize is that you’ve been sitting down for 33 days, and you haven’t taken more than five steps. They are like, “Stand up and put your flare up.” You’re like, “I don’t even have any legs.” You finally finished. They get the photos and everything in the video. They’re like, “You got to get to the pier.” It’s another mile away.

You do the mile. They pull you up to the dock. The race coordinators are there, announcing your time, and telling it to everybody. Your family’s there. My wife and my sister were there. Other teammates’ families were there. You haven’t seen people in 30-plus days. You see nothing or talk to anybody for 33 days. It’s overwhelming. You hold the American flag. You’re on the boat still. You’ve got your sea legs and stuff. They’ve given you your plaque, you’ve done all the photos, and ask you questions, and then you take the first step off of the boat that you’ve been on for 33 days.

You haven’t stood up. You got no muscle. I’ve lost 17 pounds, and the world is rocking. You’re talking about sea legs. You can barely even stand up. Everything is wobbling around, and people are trying to give you hugs. It’s a lot. You’re trying your best not to man cry, but you do it anyway. Your wife loves you so much. She gives you a big hug. She’s like, “You stink,” but still gives you a kiss and hug. It’s amazing. Talk about eating real food for weeks. There is food and drinking beer. I don’t have the words to describe how surreal it is. It takes you days to realize that when you wake up, you don’t have to row.

You are rowing in your sleep. You can’t sleep more than fifteen minutes because when you’re on the boat, you’re like, “Is it my turn to roll?” You take 15 to 20-minute naps because you don’t want to make your partner wait for you. That doesn’t go away immediately. I didn’t stand up to take pee or poop for 33 days. I couldn’t even stand up and pee. I get out of bed and wobble, hit the walls, try to get to the bathroom, and sit down.

It’s overwhelming that 3 or 4 hours after you finish and all this stuff starts to settle down. We go back to the hotel. I’m taking my first shower in 33 days. Hot water hits me. I broke down, crying, sobbing, and overwhelmed that part of the journey is complete. I literally sobbed in the shower. I couldn’t even stand up and take a shower bath. I had to lie down in the water because it was overwhelming because your emotions were all over on the boat. You find like, “I’m done.”

Are you happy or sad?

I don’t even know if it was happy or sad. It was such a release of something like everything, “I don’t have to row. Look what we did. Could I have done better? Could I have done worse?” All I ever did was, “Was awesome, lifting, demeaning, or all the things?” It floods out of you. I’m speaking for myself. I don’t know about my other teammates. Tolerance for people is very short. Everything is different. Time is different. Everybody is like, “Let’s do this.” I don’t want to do anything, and I want to do everything. It is exhausting. You have no land muscles, all your land and leg muscles. I didn’t push anything for a month and a half. Everything was wobbly. I’d walk five steps and take a nap.

I was trying to get you on the show even sooner, and you were avoiding me.

I couldn’t process it. I won’t stop wobbling. One of the couples is like, “Let’s get on the podcast.” I’m like, “I don’t even know what I even say to the podcast because I can’t even process enough yet.” It’s like the reintegration into the world about all things. We rowed hard, ate food, and we finished. It hadn’t come. I’m still having trouble articulating. There are so many lessons to learn, “What could you do better? Would you do great?” All the things, “You didn’t hit the podium but still did a fantastic race.” It is taking time to intellectually and emotionally bubble to the surface to share.

What was it like walking into your Trident Athletics for the first time?

I secretly came home for two days and didn’t tell anybody because it was a lot. It was overwhelming support. The gym put up two rowers in the back of the gym where people rowed for the whole month, which is awesome. We raise a lot of money for our cause, Big Fish Foundation. There is a two-part story here. I didn’t share this, but I had a bit of a sweet finish because my dog died six hours after I got off the boat. I don’t think he was diagnosed with DCM. I’ve been gone for two months, rowing. He has been taking care of my wife and doing other things.

I laid down that first night, try to get some sleep, popped up and had a visceral conversation with my dog, wobbled to the bathroom sat down, peed, got up, hug my wife, and the phone rang, “Your dog died.” I got a bittersweet thing. Here’s what’s super crazy. Another teammate’s dog died the day before the race. It’s weird how this was bracketed in with sorrow, emotion, relation, depression, excitement, and all the emotions. You put four Navy SEALs in the boat, and what they can do well was row really hard.

Can you handle other stuff that Mother Nature is going to throw at you? It’s been more than a rowing race for me. Personally, it’s been it’s a journey of all these different emotions. You’re talking about coming back to the gym. There is much support. I’m so excited. It’s awesome. It’s hard to receive everything at one time. It’s someone petering in a little bit because I want to show my appreciation for your support as much as you’re supporting me.

BYW 43 | Mental Toughness
Mental Toughness: It’s been more than just a rowing race. It’s been a journey of all these different emotions.

 

I’m doing a little bit. If 1 or 2 people come up, I’m like, “I want to let you know that I’m gracious and grateful for you. I appreciate all the stuff that you’ve helped with my family and my wife when I was gone. I want to show appreciation for that. I’m still taking it slow.” I can do ten push-ups right now in case you wondered.

You’re used to giving so much. You’re used to being such a giver and encourager, and then it’s probably hard to accept it.

It is. It’s new. Everybody is excited. They see some things that I am learning to see now. What a great adventure and accomplishment. Half of me is still like, “We didn’t make it to the podium,” but they helped me with that, which is good. I’m a blessed man. I’m grateful.

At least for me, I’m thinking not a chance in hell I will ever try something like that. I’m happy to know somebody that did. That is never going to be me.

My wife was doing a little research. She’s like, “There’s data out that says over 25,000 people have summited Mount Everest. Less than 1,200 have done this race.” I was like, “That’s pretty awesome.”

What’s next for you now? Have you ever thought of that?

It’s interesting because, in my whole life, I’ve always had something out that I’m struggling with or working for some kind of goal out there, which is one of the reasons I chose this race because I was missing that for a little bit. On the boat, me and my BFF promised each other that we’re never doing anything harder ever again, “I’m never suffering again.” I’m off the boat. I’m like, “I might have lied to him.” I don’t have a specific event in mind, but I know I want to have fun during that event. I want to do it with people I care about.

Now I’m telling myself, “I don’t care about how I finish or whatever.” That’s the truth. I’ve already signed up for 4 or 5-mile trail hikes in my local area here because I need to do something to get my body strong again. I’m going to walk those. I’m pretty excited about that. I’ve got a little small half marathon scheduled at the end of March 2023. I’m going to walk that. I might run and walk that mostly.

I’ll just do it. It’s hard for me to train with nothing. It’s challenging. I love training. I need something to kind of, “That’s on the books. I’ll go and fiddle through that.” In my dark soul, the angry and the dark Chriss you were talking about quitting earlier, I don’t remember but I didn’t finish arrowhead 135-mile, middle of the winter sled pool. That’s on my mind. I don’t know about that yet, but that’s where I’m at. I’m not in a rush to do anything. I’m in a rush to support my family, be a better human, have relationships with people, share experiences, mean my hugs, and say, “Thank you,” and mean it. I’m in a rush to stay in touch with my emotions.

Here’s the last question. When you’re doing all those that rowing and it’s got to have been monotonous, are you guys talking? Are you quiet? When you’re quiet, what are you thinking about?

I can say that our boat had a lot of challenges. Two and a half to three weeks into the row, the two Bluetooth speakers that we brought were destroyed by saltwater before we listen to music on the boat. For the last three weeks, no music. You guys had ear buds or whatever. You have music or you’re listening to a book, but it’s weird on the boat because it’s not like this interaction or this collaboration anymore. Sometimes we did that. While we had music, it was great. You stay in tune and play.

Once that was gone, it added another complex layer of like, “This challenge is not about rowing a boat. It’s way more than this,” but it also gave you a chance to get in touch with self, be open with your teammates and talk about man crap. It gave you an opportunity to be a good listener, encourage when people are down, express your suffering, and not be judged for it. It gave you all these different opportunities that we don’t normally take in alpha males lives. They gave you plenty of opportunities to express yourself.

What’s the biggest thing you learned about yourself during that 33 days?

It’s okay to be quiet.

It is hard for you.

Our team is Shut Up & Row. I’m a better way guy. I like to share my ideas. I stepped on the boat with the intention of doing more listening, contributing, then sharing my better way. We got a team captain. We got four strong alphas on a boat, “You don’t need another chef, but you needed somebody to be the yes man for a while.” I took that role on, which was illuminating for me how much more I heard. It was illuminating for me like, “I have much to say right now, but I’m not.”

It was exciting for me to go like, “I would have done it differently.” This problem happened, “I could have done it faster and better,” but not and be okay with that. That was a big takeaway for me. It is a big learning experience for me. Now in the real world, I’m like, “I don’t have to always share my better way. It’s still better to not get crazy.”

If readers are like, “I would love to have Chriss come and talk at one of our events. I’d love to follow Chriss, learn more about him, and see what he’s doing,” because I know you have a whole program on the mindset. Maybe spend a couple of minutes talking about what you teach in Trident Mindset because you live it on top of just teaching.

Our program is called Trident Mindset. It’s an online education program that helps people develop mental toughness. The rub is this. Most people think that mental toughness is about being physically hard and only doing hard things. It’s not. It’s about being in choice because when you’re in choice, that’s when your happiness starts. Trident Mindset is an app that helps you discover how to be happier, how to remove some anxiety, relieve stress a little bit, and ask for the things that you won’t need so it empowers the mental toughness that gives you an opportunity to be in choice for the things that make you happy. People forget about that.

Most people think that mental toughness is just about doing hard things. It's about being in choice. When you're in choice, that's when your happiness starts. Click To Tweet

We have twelve tactics that have a lesson every single day on how to employ some of our tactics in your normal everyday life. It’s not rocket science but some tactics that you may build upon your life to relieve some stress, reduce anxiety, and increase your happiness. That’s what it’s about. You can reach me at CSmith@TridentMindset.com. I’ll answer every single email, not timely, but I’ll answer it.

What’s your website?

TridentMindset.com is the website for Trident Mindset and the same for Instagram.

I had been looking forward to this. I’m still glad we are talking to catch up. I’m sure we’ll talk more soon. It’s amazing stuff you’re doing. Those are things that the rest of us wouldn’t even consider. Thanks for pushing through, completing those, and making it happen.

It feels good to be home, and thank you.

 

Important Links

 

About Chriss Smith

BYW 43 | Mental ToughnessNavy SEAL, Entrepreneur, Extreme Adventure athlete, Husband, Family Man & Dog Lover. I have the unique ability to relate to people from all walks of life. It’s not just about becoming a SEAL but also about the journey once we leave the SEAL Teams.

Categories
Podcast

The WHY of Better Behavioral Marketing Strategies With David Anderson

BYW 42 | Behavioral Marketing

 

David Anderson was bullied as a kid mainly because of his height, pushing him to keep a low profile. Despite this, he chose to defy other people’s perspectives and look for a better way to live. With enough hard work and perseverance, he found his way to the White House and started a full-service agency focusing on behavioral marketing. He joins Dr. Gary Sanchez to discuss how he finds better ways to influence people in approaching a brand, product, or service. David also explains how marketing strategies are being simplified to cope with the fast-paced digital world, particularly with the rise of artificial intelligence.

Watch the episode here

Listen to the podcast here

The WHY of Better Behavioral Marketing Strategies With David Anderson

Welcome to Beyond Your WHY show, where we go beyond just talking about your why, and helping you discover and then live your why. Every week, we talk about one of the nine whys. We bring on somebody with that why so you can see how their why has played out in their life. In this episode, we’re talking about the why of better way or to find a better way and share it. If this is your why, you are the ultimate innovator. You are constantly seeking better ways to do everything. You find yourself wanting to improve virtually anything by finding a way to make it better. You also desire to share your improvements with the world.

You constantly ask yourself questions like, “What if we tried this differently? What if we did this another way? How can we make this better?” You contribute to the world with better processes and systems while operating under the motto, “I’m often pleased but never satisfied.” You are excellent at associating, which means you are adept at taking ideas or systems from one industry or discipline and applying them to another, always with the ultimate goal of improving something.

I’ve got a great guest for you. His name is David Anderson. David is at the forefront of entrepreneurship, board leadership, and visionary growth. That’s where you will find him. He’s a strategic growth driver, problem solver, synergist, mentor, and quality visionary. His passion for launching, transforming, and scaling a business in challenging economic and crisis situations are evident from the moment you meet him.

David has garnered comprehensive international business experience via working in the White House and serving in several blended roles at Entrepreneurs’ Organization or EO. During his global experience, he has communicated and built strong relationships with leaders from all over the world. He’s the CEO and Co-Founder of Off Madison Ave, an advertising and marketing company.

David seamlessly navigated business survival challenges during the 2007 to 2008 crisis, 9/11, and the death of a partner with intellectual honesty, strategic influence, and deep fiscal stewardship, growing business by 20%-plus in 2021 with consistent year-over-year improvement. At Off Madison Ave, David expertly guided customer behavior by generating big ideas, and constantly perfecting the marketing mix across multiple channels. He identified lucrative market opportunities, inspired a passion for the brand, and drove customer acquisition and retention. David, welcome to the show.

Thank you very much, Gary. I need a copy of that. I sound good there. Who wrote that? I wish I could say so many nice things about myself.

It was impressive. It was very long. We’re going to get to unpack it and dive into that a little bit. Where are you now? Where do you live right now?

I am sitting here in Tempe, Arizona, right by the ASU campus where I also went to school. As we were talking a little while ago, it’s a frigid 61 degrees in Arizona, which for us is brutal. The rest of the US is laughing at us.

No sympathy at all. From most people, you’re going to get none. I was up in Denver during the holidays. It was -14, windshield is -27, so 61 is not frigid.

We’re spoiled rotten here.

Take us back to your life. Where did you grow up? Where did you go to high school? What were you like in high school?

For all the old people on here, I’ll give you the Reader’s Digest version. They know what that means. I was born in Arizona but I lived here for only a couple of years. Interestingly enough, me being an entrepreneur almost my entire life, and my dad was a total corporate guy. He got transferred back to Manhattan. We lived in New Jersey, but all of our family was here in Arizona, so I spent a lot of time here.

I came back and went to ASU. It took me more than four years. We won’t go into how many years or my GPA. After that, I needed a change and ended up back in Washington DC for a little over four years. Those are some of the most fantastic learning and fun times of my life, and then back here in Arizona in the early ’90s where I went to work for somebody for a short time. I started my serious entrepreneurial ventures which I’ve been in for 25-plus years now.

David’s why is to find a better way and share it. How he does that is by challenging the status quo and thinking differently. What he ultimately brings are simple solutions to help others move forward. David, back to high school real quick. What were you like in high school? What was it like hanging out with you?

To translate how you explained a better way, we drive people crazy because we’re never happy with anything. We’re always like, “What if? How about we do this? How about we do that?” To be totally honest with you, I wasn’t like that in high school. I have evolved. I was more fly under the radar. Most people from high school probably wouldn’t even remember who I was.

In a lot of ways, it was, “What could I do to get by? I was taught by my dad who started work in a Fortune 25 company in their warehouse and became a senior vice president. I learned the value of a hard work ethic all through high school work and college work. While I am the smartest tool in the shed, I will outwork anybody. I work harder and do that.

I had the absolute privilege of working for two presidents of the United States. For political reasons, I won’t get into them at this point because of the state of politics now, but I learned some valuable lessons. One of the biggest was the importance of the people you have around you. You’re only as good as the people that you have around you.

You are only as good as the people you have around you. Click To Tweet

I worked in the Executive Office of the President. I got an up-close view of some of the most amazing people you will ever meet, politics aside and all that. I learned a lot. I learned about people who had that why and that vision thing of what it was going for. That’s where my transformation started. I was pretty young when I did that. I was in my mid-twenties. I wish I would’ve paid a lot more attention to the learnings that I’ve had. I was a late bloomer. I didn’t get all of this until later on in life.

Let’s talk about this fly under the radar thing. Why were you a fly under the radar? I would love to hear your perspective. How tall were you in high school?

I am not a tall guy. I’m 5’5 or 5’6 on a good day. Two boys in their twenties both tower over me. I was bullied a bit as a kid too. I changed schools when I was in fourth grade. It was a pretty brutal experience. I talk about that now. Being shorter and being bullied, I know that all had an effect on me being my real self at a younger age.

I had no idea because I can’t tell on a screen how tall anybody is. The reason I mentioned that is because I had a similar experience. I grew late. I grew up mostly after high school. I know that experience of looking younger than everybody. How that can maybe keep you more in your shell, until finally you get out and realize, “I’m just as good, if not better than everybody else here. Let’s go rock and roll.”

In high school, you’re judged in a different way. I am an average athlete at best. In high school, that means a lot. I wasn’t part of the cool crowd and all of that. Life has a lot to do with who you associate yourself with, going back to what I said before of what I learned. It was simpler to keep a low profile.

Otherwise, you get picked on. Off to ASU. What were college years like for you? When you got to college, how old did you look?

I don’t look young anymore. Luckily, everybody can’t see me on screen. Most definitely, if you stand me next to some of the football players with full beards, 6’3” 200 pounds. I looked young going through college. College is where I started seeing some of my potentials. I wrote a book and some other things now. I joined a fraternity and I became president of my fraternity. My journey is from being the president of my fraternity to working in the White House type of thing. I started learning that I had a voice. Don’t let external factors and people judge you. You control your own destiny. It was during that college time that I started and had opportunities for leadership positions. Honestly, people are pushing me into them, not me actively seeking them.

BYW 42 | Behavioral Marketing
Behavioral Marketing: Don’t let external factors and other people judge you. The one who control your destiny is you.

 

You had to find a better way as you went along to deal with what you were dealing with. Whether that was in your own head or anybody else’s head, you had to find a better way. You had to think differently. You were never going to be the 6’5” 250-pound guy. That wasn’t you.

No. I don’t know how much you’ve read or heard Brene Brown speak. Without a doubt, I was a victim of my own stories. The stories we tell ourselves are defining us. I was just fortunate enough to have some people in my life that pushed me and a lot of luck. I’m not going to fool anybody. I ended up working in the White House because I met a girl at a party one night who worked there.

She introduced me to some people there and took me under their wing. They pushed me to be what they saw in me, rather than what I thought of myself. My work ethic had me take advantage of that. Now, I try to do the same thing for people that work for me and others. My mentoring and my coaching are to help other people reach their full potential. My purpose and my why is to help people and companies thrive. That’s what I’m about and what my why is. A lot of that is a better way and helping people realize there are better ways.

You graduated from ASU. What was your degree in?

In Finance.

You never imagined you would go to the White House.

I took one Political Science class in college because I had to or it was an elective. Three years later, I am flying on Air Force One. I’m traveling around the world in the Executive Office of the President. It’s strange how life works, but that’s exactly what happened.

Take us into your very first day at the White House.

On the very first trip that I did my role, I was an elite advance person with the president. I would travel ahead of him and with him wherever he traveled, domestically or internationally. I would go somewhere between a week and three weeks ahead of them, depending. International was more. I never worked directly in the White House because I was always out on the road doing things.

On my very first trip, I had no idea whatsoever. It was close to DC. The next thing I know, I’m standing in a field waiting for Marine One to land, the steps come down, and I’m 20 feet from there. It was just striking, the person but also what it takes to get around, the amount of detail that goes into it, and the behind the scenes stuff. Everybody thinks it shows up on TV the way they see it. It’s always choreographed.

I’m struggling to put this together. You go from a fraternity president at ASU. Your first gig at the White House is working with the president. How the heck does that happen? Versus the other people that start at the bottom, cleaning the toilets or whatever they’re doing and have to work their way up, or working with a senator. You start with the president.

It was sheer luck. There was a stint working in a bar in between there. Just a little bit more background of how it happened. Right before that, I moved to Washington DC with no job whatsoever. It was just a place I wanted to go. I lived in a hotel for my first week until I found a place to live. I was working on Capitol Hill for a United States congressman. There are a couple of things that I did for a senator and a congressman. I had this introduction to DC. Once I was there, I met a person at a party one night who helped give me an opportunity to do the advanced thing in the White House.

You were there for a couple of years, and then decided it was time to get out of DC? How did that happen?

The president I was working for lost. I decided that I didn’t want to be a lifetime politics DC person. It was an incredible adventure for four years, but it was time to go home and figure out what to do there. On my way driving back to Arizona, a friend I worked with in DC called me and said, “I have a PR firm here in Washington DC, but I’m from Arizona. Someday, I might want to live back in Arizona. Would you want to open an office for me in Arizona?”

I didn’t even know what a PR agency was. I got home a couple of days. I went to the ASU bookstore. I remember this clearly. It wasn’t all digital back then. I looked up books, PR 101, 102, and 305. I literally sat on the ground in the bookstore for probably three hours reading through all these textbooks. After a while, I was like, “I’ve been doing PR. PR is politics.”

I’ve been doing it and so I said, “Sure. Let’s get started.” Gordon C. James Public Relations. He’s a good friend of mine. I just talked to him. He’s an amazing guy who gave me a great chance. That’s how I ended up in marketing in PR. After a couple of years working with Gordon, I did a brief stint at another place, and then for a whole variety of reasons, I started Off Madison Ave with my business partner still to this day.

What is Off Madison Ave?

We are a full-service marketing agency with a real emphasis on behavioral marketing. It’s how you get people to change behaviors towards the better way mentality. Back in the older days, there was a saying by a very famous marketing person, “50% of my marketing dollars are wasted. I just don’t know which 50%.” Marketing has evolved. It can be very measured and very focused now.

Marketing is all about changing behaviors. It’s about building awareness and changing consumer behavior to try your brand. Brands are built by how the interaction with your brand is. Brands constantly have to look at a better way. What’s the stat? Thirty years ago, only 25 of the Fortune 250 are even still around, 25 years later. It’s some statistic like that. I butchered that. There is a significant history of brands that don’t keep up, don’t find a better way, and don’t change. They go out of business or get gobbled up by somebody much bigger because they’re not constantly looking for that better way.

Give us an example of what you mean by how to get people to change their behavior. What would be an example of something like that?

There’s BJ Fogg who wrote the book, Tiny Habits. BJ Fogg teaches at Stanford University and is also known as one of the gurus of behavioral marketing. It’s about the messaging and triggers. What motivates somebody to change a behavior? My wife doesn’t let me go to grocery stores because I come back with everything except what she sent me for.

How many people buy the exact same brand every time? “I get that milk. I buy that peanut butter. I always drink Coke, not Pepsi or nothing else.” What do you need to do to change people’s behavior to try a different brand? What is the stimulus that you need to give to get people to try something different and change their ways of doing it?

There is a science behind it. It goes to how you say things and what the motivations are. How do you learn from people’s behaviors with one brand, product, or service? How do you translate that into getting them to use a different brand or service? There’s science behind it and the steps that you take to get people to do that.

Would you be able to give us an example of how you’ve done something like that, or how a company has done something like that, getting people to change a behavior? What would be a product that you could think of that illustrates that?

You can see it a lot. There are some classic brands that do it a lot. The Nikes of the world. Even the Starbucks of the world. They entice you to order larger sizes of drinks that they have just by the points. Loyalty programs are great ways to get people to change their behaviors because you’re incentivizing them. You do so much of this. As of Tuesday, Starbucks added the number of stars for me to get another drink.

That’s a great way of doing it. A loyalty program is a great way to get people to change behaviors and go to places. We do a lot in travel and tourism. Through marketing, people who do the same thing every year can show similar activities that they do. Outdoor adventure people like to do outdoor adventures. What type of things do you message to them to get them to try something different? Does that make sense?

Yeah. Maybe even something as simple as when you go through a drive-through and they suggest with what you are ordering, “Would you like an apple fritter?” You never even were thinking about an apple fritter.

The significant increase in programs where you pay a flat monthly fee entices, “I paid one fee to this company.” My carwash, even though they’re a client of ours, Cobblestone. It’s $30 a month. I can go as often as I want, whenever I want. How many times am I going to go to a different place once I’m tied in there? They’ve locked in my behavior now too. By the way, I get points every time I do it that get me to free polishes and all of that kind of stuff that goes there.

How about Costco? People’s behavior is to go on Saturdays and Sundays to get snacks and food samples. Have you ever seen people go there to get samples? It’s ridiculous. People stand in line to have a little cup of three M&Ms to try to go there. It programs people, “We’ll do that.” You can even get a Coke and a slice of pizza for $1.49 at Costco. People take their whole families. It’s all the behaviors that build on to get that there.

I didn’t realize there was a science to it. I guess it makes sense that there would be, but you got to think it’s trial and error. If somebody gives it a shot and says, “It worked, it didn’t work.” There’s a whole lot behind it that we don’t even know.

With the continued growth of AI, it’s going to become more prevalent. It’s building digital personas for customers. We have another company called LighthousePE, which is a SaaS software product that embeds in any branded app that’s using location and other indicators. It’s all about building an individual’s behavioral patterns to send them the exact right messages at the right time to get them to take action.

Does AI excite you or scare you?

A little bit of both. Some of this is this chat thing where you put a few words in of what you want. I have one son still in college, and I had no idea how prevalent it was until he swears he doesn’t do it. I’m like, “Yeah, right.” Kids are writing their entire papers. “I need a 3-page paper, 1200 words on Roman Empire,” and it does it for you. It’s that kind of stuff.

I also saw a 60-minute story that professors are now like, “How do we make assignments that work around that?” The human mind will always find ways to work around AI. What does it mean for job growth in the future? I don’t know. There are a lot of unknowns as AI continues to be embedded in more parts of our lives.

BYW 42 | Behavioral Marketing
Behavioral Marketing: The human mind will always find ways to work around artificial intelligence. There are a lot of unknowns as AI continues to be embedded in everyone’s lives.

 

It’s the same with me. I am excited but nervous about it. I’m scared of where this is going to take us. What’s the endgame here? Somebody was telling me that when the telephone came out, people were predicting the end of the world. It’s going to change everything. No one is going to have a conversation. Nobody is going to know each other anymore. They’re just going to do it over the phone. The end of the world is coming. Of course, it didn’t. The same thing is being predicted for this. Interestingly, I had an interview with a gal who’s an AI expert. We had this same conversation. You also have been participating quite heavily with EO.

Absolutely. If I could go back a little bit to what you said, I think you’re spot on. We will continue to learn, adapt, grow, and change. Right now, we are in a massive innovation change with the proliferation of social media. How are we handling that? Look what it’s done to our political environment. Look what it’s doing to creating good and bad around the world.

Just like when we went from the agricultural to the industrial revolution. There was a massive change. The growth of urban cities. We figured it out. Going to better way, I would say better way without thoughtful consideration for the ramifications of a better way can lead to a lot of challenges. That’s somewhere where people like me think, “Better way. Do it differently.”

My team here is the one saying, “Dave, that’s interesting but let’s think about the ramifications of that.” Play chess rather than a quick game of checkers. I think we can all do a better job. I’m a better way, but I need a significant counterbalance to that in my personal and professional life. I just wanted to add that in because I agree totally with you. Better ways sometimes get way out in front of themselves. It has led me to get myself in trouble more than a few times going on.

Entrepreneurs’ Organization is a fabulous organization. They have over 17,000 members now in 62 countries around the world. I had the privilege of not only serving on the global board of directors but also as the global chair up until July 1, 2022, when my term ended. Talk about a group of constant better ways. EO has almost 150 global staff around the world. Just think what those poor people go through with all of us better wayers.

There are a lot of people that won’t know what EO is. What is the purpose of EO? What has it meant to you? Why did you get involved with it?

It is the largest community of entrepreneurs in the world, so it’s having like-minded people. One of the core functions, but by no means the exclusive, is our CEO forums. They are founders entrepreneur forums of around 10 members within each chapter in almost 220 chapters around the world now. That’s where our brain trusts are.

There are boards of directors and boards of advisors. That’s where we go and talk about the best of things happening to us and the absolute worst of things happening not only in business but in our professional lives. You can’t separate the two, especially for entrepreneurs. We don’t get to drive home or walk downstairs now in this new world and switch on and off. It’s about supporting, prospering, and doing entrepreneurship in a way that changes the world.

I firmly believe that if we got rid of every politician in the world and put entrepreneurs in place for them, and there are some entrepreneurs in government, we work to solve problems and make it a better place and stop arguing with each other. We don’t have the luxury of sitting around and arguing forever. We have to get stuff done. We move forward. I believe entrepreneurs do this. I’ve been in situations where I’ve been at events with people from Pakistan and India sitting at the same table or from Israel and India. It’s an amazing network of people around the world that are working hard to make themselves better, but also the world better.

When I was speaking at the EO Arizona group, it felt like these are my people. These are the people that are out there doing stuff. They’re taking risks. They’re getting their butts kicked, and they’re kicking butt both. It was fun to see. It’s exciting. These are people that are excited about what they’re doing.

It’s also an extremely authentic group. I can meet an EO anywhere in the world and be like, “How is it going?” They’ll be totally honest, “I’m having the worst year ever right now. Not only is my business down, but I’m also getting a divorce. My son is challenged with mental health and drugs.” It comes from a place of instimacy or instantly being able to be intimate with other people about how life is.

There’s no fakeness. This is how it is. Ninety-nine percent of that time, that person will be like, “I’ve been there myself before. Let me help you. Let me introduce you to such and such. I know some people that might be able to help you.” I’ve met literally thousands of EO’s board members. I can count on one hand the people that I was like, “I would never want to hang out with this person.” It’s good people.

What was your position?

I was the global chair for the entire organization.

What does the global chair do?

Lots of things. It’s a corporate board. We have a CEO. We have 100-something staff members around the world. We have fiduciary responsibilities. The board and especially the chair and all board members were also worldwide ambassadors for the organization. Also, it was very common for places that I went to in other countries to meet with government officials or other significant entrepreneurs to help promote entrepreneurship in those communities.

My viewpoint and many others are if you look at the world, entrepreneurs are the vast majority who create jobs. We create jobs. We provide security to people. We are the backbone of the worldwide economy when you look at entrepreneurship and the number of people that they employ and where they are. It’s a passion of mine of spreading that entrepreneurship and also helps fellow entrepreneurs around the world.

Entrepreneurs are the vast majority who create jobs around the world. They are the backbone of the worldwide economy. Click To Tweet

I’m sure we have a favorite person in common, Warren Rustand.

Yes. I know Warren very well. He lives right here in Arizona, down south a bit in Tucson. I know Warren extremely well. He’s a fabulous leader and a person who also has given his all to help make entrepreneurs better around the world. He’s a very excellent gentleman.

I had him on the show a while back, and it’s one of my favorite interviews. It was interesting. I don’t know how he did this, but no matter what I asked him, he had an incredible answer. It was not a basic answer. I’d say, “What does it mean to be a good leader?” He said, “There are four things to that.” I’m like, “How would you know there are four things to what I was going to ask you?” It was so crazy.

Great, Gary. You just raised the bar for me significantly.

I’ll ask you the last question. What’s the best piece of advice you’ve ever been given or the best piece of advice you’ve ever given?

I said it earlier. Don’t let others define you. Never underestimate yourself. One of my favorite books is Grit by Angela Duckworth. What we do every day in our business life and personal lives requires an immense amount of grit. We’re going to have setbacks. If you don’t think you’re going to have setbacks, you’re delusional. It’s how you respond to them.

BYW 42 | Behavioral Marketing
Grit: The Power of Passion and Perseverance

I have a 23-year-old and an almost 21-year-old. That’s what I tell them all the time. You know what? It’s life. You’re going to have setbacks. It’s how you respond to those setbacks and the grit that you show that will define you. Never let anybody else define you. Never give up. Just have grit because it’ll get you through the worst of times. The good times will come again.

I love it. David, if there’s somebody who wants to get a hold of you, wants to follow what you’re doing, and wants to look at your company, Off Madison Avenue. What’s the best way for someone to get in touch with you?

You could look at OffMadisonAve.com. I also have a personal website for some of the coaching that I do and the board of directors stuff that I do. It’s DWALeadership.com. My name’s David Wayne Anderson. The email is DWA@DWALeadership.com. You could go to the website or email me directly and learn a little bit more. I’m on LinkedIn. There are probably about 3.5 million David Andersons. It’s one of the most common names there is. You could find me, David Anderson, at Off Madison Ave or even in Phoenix, Arizona, you’ll find me.

One last thing before we end because we didn’t get to talk much about it. What kind of coaching do you do? Who would be an ideal client for you?

I work to help build high-performing teams. We all know that you can have the best strategy in the world, but if you don’t have a high-performing team to execute against it, your strategy will never get executed the way to get real results. I work with CEOs, but I also work with managers that have teams and how to make them better leaders.

If you don’t have a high-performing team to execute your best strategy, it will never deliver real results. Click To Tweet

I’m not complete yet, but I’m willing to also become a Marshall Goldsmith certified business coach. Marshall Goldsmith is the number one business coach, rankings many times over. My favorite book which falls exactly in line with the better way is What Got You Here Won’t Get You There. I’m a big believer in that. It takes a team. As I’ve told you early on, you can only do so much as an individual, it’s the team you build around you.

I love it. David, thank you so much for being here. I really enjoyed it. I look forward to staying in contact with you.

Sounds great. Thank you very much, Gary.

It’s time for the last segment, which is Guess Their Why. I thought what we would use is Patrick Mahomes. Patrick Mahomes is the quarterback for the Kansas City Chiefs. If you know anything about him, he’s the next coming of the best quarterback to be. He’s already surpassed so many of the best quarterbacks, including Tom Brady. He’s only been in the league for five years, but what he’s done in five years surpasses what anyone else has done in those five years. Does that mean he’s going to be the best of all time? No. Is he on that trajectory? Yes. What do you think his why is? If you know anything about him, I would love to know what you think.

I think his why is challenge. I think he does things differently. He doesn’t follow the rules. He doesn’t throw the ball like anybody else. He doesn’t play the game like anybody else. He thinks outside of the box. He sees a different world than all the other quarterbacks before him. He’s not stiff in the pocket and just throws a particular one pass. He’s all over the place in what he’s able to do and willing to try.

I believe that his why is to challenge the status quo. Let me know what you think. Thank you so much for tuning in. If you have not yet discovered your why, you can do so at WhyInstitute.com with the code PODCAST50. If you love the Beyond Your WHY show, please don’t forget to subscribe. Leave us a review and rating on whatever platform you are using. Thank you so much. I will see you in the next episode.

 

Important Links

 

About David Anderson

BYW 42 | Behavioral MarketingImmediate Past Global Board Chair at Entrepreneurs Organization (EO), Chair LighthousePE Advisory board, & Many Non-Profit & Profit Organizations

Categories
Podcast

The WHY Of Make Sense In Analytics With Kavita Ganesan, Opinosis Analytics

BYW 41 | Opinosis Analysis

 

Are you someone who seeks to solve complex and challenging situations, even the problems of other people who view you as “smarty pants” or someone who doesn’t listen? Your WHY is of make sense! In this episode, Kavita Ganesan, the founder of Opinosis Analytics, shows how her WHY of make sense allows her to find solutions to AI problems that companies face. Kavita’s expertise demonstrates how AI functions in many businesses growth. Cultivate your passion for making sense of complex situations by tuning in to this episode today.

Watch the episode here

Listen to the podcast here

 

The WHY Of Make Sense In Analytics With Kavita Ganesan, Opinosis Analytics

In this episode, we’re going to be talking about the Why of Make Sense, to make sense of the complex and challenging. If this is your why, then you are driven to solve problems and resolve challenging or complex situations. You have an uncanny ability to take in lots of data and information. You tend to observe situations and circumstances around you and sort through them quickly to create solutions that are sensible and easy to implement.

Often, you are viewed as an expert because of your unique ability to find solutions quickly. You also have a gift for articulating solutions and summarizing them clearly in understandable language. You believe that many people are stuck and that if they could make sense of their situation, they could develop simple solutions and move forward. In essence, you help people get unstuck and move forward.

I’ve got a fascinating guest for you. Her name is Kavita Ganesan. She is an AI advisor, strategist, educator and Founder of Opinosis Analytics. She works with senior management and teams across the enterprise to help them get results from AI. With many years of experience, Kavita has scaled and delivered multiple successful AI initiatives for Fortune 500 companies, as well as smaller organizations.

She has also helped leaders and practitioners around the world through her blog posts, coaching sessions and open-source tools. She holds degrees from prestigious computer science programs, specifically a Master’s degree from the University of Southern California and a PhD from the University of Illinois at Urbana-Champaign with a specialization in applied AI, NLP, Search Technologies and Machine Learning. Kavita has been featured by numerous media outlets including Forbes, CEOWorld, CMSWire, Verizon, SDTimes, Techopedia and Ted Magazine. Kavita, welcome to the show.

Gary, thank you for having me. I am very excited to be talking to you.

Where are you? What part of the country are you in?

I’m in Salt Lake City, Utah. That’s where I am.

Where were you born? What was you like growing up?

I was born in Malaysia. That is South of Thailand and North of Singapore. It is part of Southeast Asia. That’s where I grew up. I came to the US when I was around twenty years old. I was a very quiet individual, observant and reserved but very sharp and smart in academics. I did well in school. After my Bachelor’s degree in Computer Science, which I did well in, I got admission to the University of Southern California in Los Angeles. That’s where I did my Master’s and that’s where I got introduced to this whole world of AI.

I was taken up by the complexity of AI as well as the opportunities that it presents for each new problem. I love problem-solving and algorithm development. AI is a combination of the two. That’s how I got into it. Even back in 2005, they had cutting-edge AI research going on and this was long before AI became the mainstream topic that it is now. At that time, there were no jobs in AI so I went and worked at eBay as a software engineer but I was still very intrigued by AI. I was still attending conferences related to AI. I was publishing papers.

I was still doing AI on the side and I wanted to get deep into AI. I said, “The heck with this job. Whether there are jobs or not, I’m going to do a PhD in AI.” At that time, I was ready to become either a research scientist because that’s where people with AI backgrounds go or an academic professor. I wanted to be a research scientist so I could stay within industry jobs. I had a blast and people think I’m crazy leaving a high-paying job and becoming a graduate student earning only $1,800 a month but I’m okay with that for a while.

Let’s go back a little bit. In high school, you were quiet but interested in problem-solving and learning.

I was interested in learning. I was a good student.

For those that are reading, Kavita’s why is to make sense of the complex and challenging. Her how, how she does that is by seeking mastery, diving in deep, learning all the nuances and learning as much as she can. Also, her what, ultimately, what she brings is a trusted relationship, to be that trusted source. Let’s see how this plays out for her. Your Bachelor’s degree was where? Was that in Malaysia?

It was in Malaysia at a public university. I was good at programming. I did a Computer Science degree and I excelled at it because it came very naturally to me. There was a lot of algorithm development and problem-solving.

You then went to USC, which is where I went. I went to USC as well. Your story sounds very familiar to me because when I went to USC, there was no such thing as cosmetic dentistry at that time but USC was on the cutting edge of all of that. They were the first ones to come up with a dentistry degree, which is what when I was there but similar to AI when you were there. Tell everybody what is AI.

AI is a very specialized software automation that helps you mimic human-like thinking and decision-making problems. Let’s say a doctor uses his years of experience to decide if a patient has lung cancer based on the patient’s data, his experience, his training and a range of other factors like images from their scans and stuff like that. AI tries to replicate this by learning from historical data points. When a patient comes along, it looks at their data and then makes predictions. “This patient may have a high risk of lung cancer.” It’s replicating how humans think and reason. That’s what AI is.

BYW 41 | Opinosis Analysis
Opinosis Analysis: AI is just like very specialized software automation that helps you mimic human-like thinking and decision-making problems.

 

How does it do that? How does it learn? What the heck is it? Where is it? I’ve been using some AI stuff, the ChatGPT. Where is it? What is it? Is it one computer? How does this happen?

It’s algorithms behind the scenes. There are thousands of different algorithms and the way it learns is based on seeing examples in data. I’ve seen thousands of different patients with lung cancer and also thousands of different patients without lung cancer. By mining the patterns with patients with lung cancer and without lung cancer, I know what the underlying factors are that result in a patient having a high risk of lung cancer.

It learns based on the patterns that it sees from there. That’s why data is a very important piece of AI systems. It’s the same thing with ChatGPT. The reason it’s able to generate text that’s so accurate is that it’s seen all this data across the web. It’s putting together words and concepts that answer what you are looking for and generating that with a certain degree of certainty.

AI learns based on the patterns that it sees from data. So that's why data is an important piece of AI systems today. Click To Tweet

It’s not 100% sure what it’s generating but it generates a probability along with the answers. That’s how it works. By looking at data and the different algorithms to learn from that data and what probabilities to compute, what mathematical functions to use and how to generate that data for you, the answers for you.

How does a computer learn?

In statistics, you try to fit a function to data. That’s what it’s trying to do but this function may not be linear. It might be something complex like it is in our brains. We don’t know how we arrive at certain answers but we get to the answer. That’s how it’s learning. It’s creating this internal complex function that helps it make predictions. That’s essentially what it’s doing.

If I gave it 2 plus 2 equals 4, where does it store that? How does it keep track of that? It is like saying, “2 plus 2 equals 4. I’m going to stick that over here. In case I ever get asked 2 plus 2 again, I’ll know where that is and I can spit out the answer.” It seems that somebody or something has to be orchestrating it in the background. Is that not true?

That is true but the thing that’s orchestrating it is the underlying computing unit. Mathematical operations are already supported by computers. Those basic operations like addition or multiplication are already supported. It uses the memory that the computer has to store information and retrieve its data. All that is already there. What AI brings to the table is how we use all these numbers in a way that will generate the answers for the end user. That’s where the function comes in. AI creates this complex function using all those numbers that computers can already generate and compute and spits out the answers for you.

It’s still confusing and I bet it’s still confusing to the people reading. I was a Computer Science major in college and I still don’t get it. Let’s go back to you. You got your PhD in AI. Where did you go from there?

As I was about to graduate in 2013, I was ready to become either a research scientist or an academic research professor but that’s the time that big data science AI started to take off in the industry. Instead of doing all the research stuff, I went on to solving industry problems. I worked at different companies like 3M and GitHub. I solved some of the AI problems at those companies. As I was doing that, I was also getting requests from other companies on a consulting basis to help them implement AI in their organizations.

That’s how I morphed into more being a consultant. I found that a lot more rewarding because I got to learn different domains and problems and I got to impact problems so there was less bureaucracy and politics. I got to work on the AI side of things. That interested me. In 2020, I said, “I’m not going to do employment anymore. I’m going to go full swing into consulting.” That’s how I wrote my book. That’s how I started speaking and a lot more consulting. I like it because it’s an intersection of what I am. It’s problem-solving AI and making the complex simple for the customers.

You said you went in and solved AI problems. What would be an example of an AI problem? I’m still struggling a little bit to understand. Since I’ve used some AI, I get what I can do with it but what would be an AI problem that a company would have?

A very common one is the recommendation systems that you see on Amazon. That’s essentially an AI problem. It understands your browsing history and what you like and then it makes recommendations on what you might buy. It could be books or electronics. It’s trying to understand the customer’s taste and predict what they may buy so it increases revenues for them. One of the problems I worked on was like that. Not in a monetary way but more for discovery and engagement. Its recommendations are to increase discovery and engagement. Another problem was trying to generate billing codes. Have you heard of the ICD-9 and ICD-10 billing codes?

No.

That’s how insurance bills get reimbursed by insurance companies through these codes but a medical coder has to read lots and lots of documentation to get to those codes. I developed AI systems to automatically generate those codes by looking at the data. The medical coder only has to verify, “This one looks right. This one doesn’t.” You’re improving their productivity. Those were the types of problems I worked on, the healthcare side, code side and recommendations. These were the problems.

Is AI something that’s already out there that anybody can use? How do you go about building something like that? If I were to hire you and say, “I want to figure out what people might want to buy on top of what they’ve already bought or purchased,” how do you solve that? How do you create that? What do you have to create?

There are different types of AI systems. There’s AI to understand natural language and images. There’s AI to make predictions. Self-driving cars use a branch of AI called computer vision to help them see where it’s going and how it’s moving. That’s how it avoids obstacles. It’s constantly processing images, detecting objects and making decisions. It depends on the problem. For most problems, we have the tools to solve them using AI but your problem may be very futuristic. You wanted it to think just like you. That type of AI is not there yet. Although ChatGPT seems like it’s there, it’s stringing together text that it already knows so it’s not thinking like you.

I probably already know the answer to this but does AI excite you or scare you?

AI excites me, especially from a business perspective. Businesses have barely scraped the surface of using AI within their business. There are a lot of opportunities for solving productivity-related problems, revenue-related issues or human error-related issues using AI. I see a lot of opportunities and that excites me. It doesn’t scare me at all because AI systems are not humans. We still need humans to do a lot of the other tasks. It’s going to make us more efficient and it’s going to be helpful but I don’t think it can do what we do as a whole.

AI systems are not humans. We still need humans to do a lot of the other tasks. It's going to make us more efficient. Click To Tweet

When will it be able to do what we can do?

There is a prediction that it’s in 75 years but we’ll have to see.

When I started, I didn’t know much about ChatGPT and then I started to play with it. I was at this event and they were talking all about it. I’ve since shown it to some other friends and other people. The first thing I hear is, “That scares the heck out of me.” Everybody seems scared of it because maybe it’s unknown or maybe because of what it can do and whom it’s going to replace. It seems like it’s going to replace so many people.

Tools like ChatGPT have no regulation. People can use it in any way they want. They can use it for disinformation campaigns and plagiarize other people’s content. That’s the problem with ChatGPT. It’s open-ended so you can do anything with it. This is mainly scaring the marketers and people who are on the creative end.

It seems like you can get it to create slides for you. There are so many things it’ll do for you better than you can do it and for free.

Yes, free to a certain extent. You still need to pay for the API usage.

I fed into it an introduction to introduce somebody, “Make this more compelling.” In two seconds, it created something that might have taken me a couple of days to do and redo. It was very good. I was amazed at how good it was. I saw a guy give a whole speech and he started it with a poem. He told everybody that he had been learning poetry. Of course, he hadn’t been. He asked ChatGPT to create a poem for him. His whole presentation was using artificial intelligence. It was fascinating.

Marketers are afraid but they still need to add a layer to check the facts within whatever article it produces. Make sure it’s not plagiarizing content word for word. There are a lot of problems with text generation, I feel.

What do you see as some of the innovations that are coming in the near future? What are you seeing happening and maybe that you’re going to be even part of?

There’ll be more prompt-based automation where you give some text to specify in the form of audio. You say what you want to be done in a series of steps and the AI understands what you want and goes and does it like, “Schedule my newsletter, then create a short email that says something and then track the analytics.” That type of automation is on the horizon or might already be there but that’s going to help us as business owners and entrepreneurs.

It feels like the skill involved in being better than your competitors is going to go away because everyone’s going to have access to everything at the same level. There won’t be a way to determine who does what better because everyone’s going to have the same thing.

We all have access to the same tools. Where you are going to stand out is in how we deliver the service or maybe in the knowledge that we have.

We’ll then have robots in automation that will be delivering everything. That’ll be standardized. I guess it’s a good thing but it does take the human element out of it.

It depends on the type of automation. Even for marketing campaigns, you still need a human to oversee the ads that it generates and make sure the facts are correct. You still need a fact-checker and all those roles. Maybe we will transition from being writers to actual fact-checkers and proofreaders. It’s providing high-level guidance to these AI systems.

I remember reading an article where somebody said that when the telephone came out, there were so many people predicting the end of humans or the end of communication, the end of this or doomsday. Everything’s going to fall apart. It didn’t but that was all the predictors. You hear the same thing now about AI.

The nature of your job will change as a marketer or as an SEO person. Even a physician may be able to use ChatGPT to see what the available options treatment options are. The nature of your work will change.

I had a crazy thing happen to me where I was in the hospital for nine days. I can’t tell you how many times I saw the nurses and even the doctors googling my symptoms or what was going on or what we should do.

They’re already doing it. ChatGPT makes it easier.

The last question for you, Kavita. What’s the best piece of advice that you’ve ever been given or the best piece of advice that you’ve ever given?

“The impossible is often untried,” is something I learn from my dad. If you don’t try things, you’ll never know what’s possible, which is how I’ve lived my adult life. Even though people think I’m crazy, I’m quitting my job and doing consulting, I did it because I don’t know what I’ll miss if I don’t do it. Taking those unnatural parts has been rewarding to me.

BYW 41 | Opinosis Analysis
Opinosis Analysis: If you don’t try things, you’ll never know what’s possible.

 

I’m sure it was scary along the way.

It’s scary. It still is but I’m slowly learning how to navigate this whole entrepreneurship in combination with my technical skills. It’s a steep learning curve. If you’re willing to take the risk, the rewards are high.

What’s next on your path?

I feel like I’m still new in my consulting work so to grow that and do more corporate training at the executive level because that’s where the misunderstanding of what AI is and what it can and cannot do exists. Unless they understand AI and see where they can use it, their business is not going to get into AI the way they should. Unless I change my thinking at that level, I don’t think there’ll be enough progress. I have a big vision to change the thinking of executives when it comes to AI.

If there are people that are listening and want to get ahold of you, follow you and learn more about you, what’s the best way for them to connect with you?

They can visit my website to start to learn about what I do and how I do it and the things I talk about. You’ll also get three free chapters of my book on my website. My book is very high level so anyone can read it and get value from it. If you want to follow me on social media, I’m mostly there on LinkedIn. My website is KavitaGanesan.com and @KavitaGanesan is my handle.

Who would be your ideal client? Who would find the most value in connecting with you?

Data science, team leaders and IT leaders of technology. Those are the types of people I usually work with.

Kavita, thank you so much for being here with us in this episode. I thoroughly enjoyed it. I’m fascinated by AI. I am scared to death of it still probably but I do appreciate you being here to enlighten us with a little bit more about what it is.

Thank you so much, Gary.

It’s time for our new segment which is Guess Their Why. In this episode, I want to use the quarterback for the Cincinnati Bengals, Joe Burrow. Hopefully, you watch sports and you’ve seen that the quarterback for the Cincinnati Bengals who have had the worst team for many years has turned it around. Joe Burrow was a quarterback in college who was supposedly not good enough for his team. I think it was Ohio State.

He transferred to LSU and had what’s arguably the best college football season ever at LSU. He was then drafted into the NFL by the Cincinnati Bengals and he was the number one pick. That tells you how bad the Cincinnati Bengals were because the worst team gets to pick the best player. He turned a franchise that has been a perennial loser into a winning franchise. They were in the Super Bowl in 2022. They almost made the Super Bowl in 2023 and so much of that can go back to Joe Burrow and his ability to bring his team forward.

If I were to guess at his why, I would guess that his why is trust, to create relationships based upon trust, be the trusted source and be the one that others can count on. He’s the guy that everybody counts on and he loves that they count on him. He doesn’t necessarily look for the limelight but he gets it. If you see him on the sideline, he’s not the guy screaming and yelling at everybody’s face. He’s not the one that’s trying to say, “Look at me.” He’s not the one that beats his chest when he does something good. He just goes about his business and he’s very professional. He’s somebody that his team can count on and he’s very precise.

I believe that his why is to create relationships based upon trust. What do you think? If you know who Joe Burrow is, let me know what you think about his why. Thank you for reading. If you’ve not yet discovered your why, you can do so at WhyInstitute.com with the code, PODCAST50, and get it at half price. If you love the show, please don’t forget to subscribe below and leave a review or a rating on whatever platform you use. Thanks very much. I will see you next time.

 

Important Links

 

About Kavita Ganesan

BYW 41 | Opinosis AnalysisWith over 15+ years of experience managing and scaling AI initiatives at Fortune 500 companies such as 3M and Microsoft, as well as smaller businesses, I have developed strong expertise in helping organizations reach their automation goals. I’ve taken multiple AI projects from a fuzzy idea through planning and implementation, delivering meaningful outcomes for these organizations.

As an AI advisor and consultant, I work with senior leadership and execution teams to discover the best AI opportunities, strategize around their AI roadmap, develop a data strategy to enable AI and analytics, and oversee the implementation of AI initiatives. I also teach executives and managers about this fascinating world of AI and how to leverage and manage it for the best outcomes for their company.

Categories
Podcast

Women In Leadership: A Need For A Greater Systemic Change With Belinda Clemmensen

BYW 40 | Women In Leadership

 

Do you find yourself feeling restless in the status quo? Do you have that urge to take things and make them better? If so, then you are like this episode’s guest. An ultimate innovator, Belinda Clemmensen is passionate about the potential positive change when women lead at scale. Having co-created Paddle to a Cure and founded The Women’s Leadership Intensive, she discovered the power in having women work together and doing things differently. In this conversation, she sits down with Dr. Gary Sanchez to share how her WHY of Better Way continues to motivate her work with the feminist movement. She dives deep into the systemic change that needs to happen to encourage more women in leadership roles, equipping us with data and insights on diversity, equality, and meritocracy in the workplace. Find out more about Belinda’s work and let it inspire and empower you to lead the change the world needs.

Watch the episode here

 

Listen to the podcast here


 

Women In Leadership: A Need For A Greater Systemic Change With Belinda Clemmensen

In this episode, we’re going to be talking about the Why of Better Way. If this is your why, then you are the ultimate innovator and you are constantly seeking better ways to do everything. You find yourself wanting to improve virtually anything by finding a way to make it better. You also desire to share your improvement with the world. You constantly ask yourself questions like, “What if we tried this differently? What if we did this another way? How can we make this better?”

You contribute to the world with better processes and better systems while operating under the motto, “I’m often pleased, but never satisfied.” You are excellent at associating, which means that you are adept at taking ideas or systems from one industry or discipline and applying them to another, always with the ultimate goal of improving something.

In this episode, I’ve got a great guest for you. Her name is Belinda Clemmensen. She co-created Paddle to A Cure in 2000. This women-led series of sea kayaking expeditions for people living with breast cancer taught her that there are different ways to build and lead organizations and that women working together do things differently. Many years later, Belinda founded The Women’s Leadership Intensive with the mission to inspire, empower, support, and equip women to lead the change the world needs. Now, she serves as CEO of the organization, a certified B corp.

These two formative experiences drew Belinda to work with women in leadership. Her passion is for the potential for positive change when women lead at scale. Belinda loves her work and feels honored to work and mentor amazing women who make a difference daily through their leadership. She has received the gold Canada Award for Excellence in Training and is a certified professional coach, training provider, and member of the International Coaching Federation. She is also a SheEO Activator and member of the Equal Futures Network and the Canadian Women’s Chamber of Commerce.

Belinda qualified as a finalist for the Canadian Association of Women Executives and Entrepreneurs Extraordinary Woman of the Year Award. She’s published articles in The Journal of Experiential Education, Adventure Kayak Magazine, and Kanawa Magazine, and was a finalist in the National Flare Magazine Volunteer Awards. She is a regular presenter at conferences around the world.

Belinda earned her Bachelor of Science in Biology from the University of Waterloo and her Master of Education in Workplace Learning and Change from the University of Toronto. Any place that takes her to the peace and beauty of nature is Belinda’s happy place, especially when she is in her sea kayak, backcountry camping, or learning to sail. Belinda lives in Ontario with her partner, Shane, and son, Gabe. Belinda, welcome to the show.

Thank you so much. It’s great to be here.

That was a mouthful. You got a lot going on there. Right now, you’re not in Ontario. Do you live outside of Ontario?

I live in Ontario but North is relative in Canada. I am in what’s called the Near North because there’s so much more North of me, but whenever you get North of that band that’s right by the Canada-US border, that’s where all our big cities are. I’m North of that in a little town called Huntsville, Ontario.

Where did you grow up? Take us back to what you were like when you were in high school or even before. What was your childhood like, Belinda?

I grew up in a very quiet, rural place. That’s where my love of nature came from right from the beginning and my love of peace and quiet. I grew up in a small town in Ontario and that worked for me when I was in elementary school for the most part. By the time I got to high school, I was looking for something bigger in my life.

Small-town high school for any of those in your audience who also grew up with a small-town high school, you either love it or it feels a bit like you’re in this small pond and you’re trying desperately to get out of it. That was me. High school for me was a time to rebel. It was a time to look at the systems and structures around me and ask a lot of questions and do a lot of pushing back on those things. I think that set me up pretty well.

For those that are listening, Belinda’s why is Better Way which we already talked about. Her how is to challenge the status quo, push the limits, and think differently. Ultimately, what Belinda brings is a way to contribute, add value, and have an impact on people’s lives. It sounds like you were already doing that when you were very young.

I think so. It’s interesting because having done my WHY.os felt a little bit like telling me back my life story.

You have a high school in a little town. What kinds of things were you into in high school?

I was into theatre and books. I was into anything that took me to the bigger world outside of my small town and my small high school. I was already a feminist in high school and a pretty strong-minded feminist at that. I remember co-writing a feminist magazine in high school with a good friend of mine who felt like the only other feminist in my school.

I’m sure that was not true, but it felt like it way back then. I was a fringe kid in high school and that suited me pretty well. I feel like I’ve always been a little on the margins. I am always questioning and pushing. As you said, it’s the better way. It’s the challenge and it’s the, “What can I do about it? How could I make this better?”

What got you into the feminist movement or consider yourself a feminist? What was that turning point for you?

It was my experience of seeing the differences between my own family and my own community. A big turning point for me was early in my career, I worked for Outward Bound Canada. I did a little bit of work in the US as well, but mostly in Canada. I’m a big believer in Outward Bound. I learned to be an amazing facilitator and expedition leader there. They do great work and the outdoors is a very interesting place to notice gender differences.

For example, we always had instructor pairing. There would be two instructors for any expedition that we were taking out on a canoe trip, a sea kayaking trip, or whatever it might be. Whenever there was a male-female co-instructor pairing, people would inevitably go to the male for all things technical, all things hard skills, and inevitably come to me as the female for all things relational, emotional, and facilitative.

I love both of those things. I love the facilitative conversational stuff, but I also like technical things. I like learning them. I like knowing how to fix things. I like knowing how to navigate and how to tie a knot. I find that fun and engaging too. I always felt in those situations that we had this gender binary and I was always put over here. It’s not that I needed to completely flip it, but I wanted to be the whole thing. I wanted to be able to be a whole person. The downside of the gender binary is it pushes us into these boxes that may not feel like us or it may not feel like the entirety of us.

The downside of the gender binary is it pushes us into these boxes that may not feel like us or may not feel like the entirety of us. Click To Tweet

Define for us what you mean by a feminist. What is a feminist?

I go back to a simple definition, which is a feminist is someone who believes in equal rights and opportunities for all people regardless of gender. We’re thinking now these days of gender as a spectrum, which is healthy. There are shifts that we’re making in our society. We’re moving away from the strictly binary, “You are masculine or feminine,” and saying, “There is a lot of gray area in between these things.” Feminism, although it’s a tricky word because it has a history, the way that I use it and the way that I like to work from it is believing that everybody deserves equal rights and opportunities. Right now, we don’t have that.

Outward Bound showed you that women could do just as much as men and shouldn’t be marginalized or put into the box of, “You’re just a relationship emotional gal and we’ll go to him for everything else.”

Yeah and vice versa. I’m assuming there are probably men who also got tired of only being asked technical questions and might want to have a relational question or be on the other side of it. I’m assuming that maybe there was a longing on both sides to be able to be more of a whole person.

How was that received in your high school?

Small town Ontario, I imagine, is a small town with lots of places. I couldn’t get out of there fast enough in terms of getting out into the bigger world and trying to meet new people. Also, expanding my worldview and wanting to travel. That was my response to it. I knew that I could not continue to learn and grow in that small-town context and a lot of people can, but for me, that wasn’t working.

We are off to college now. Where did you go to college again?

I went to do an undergrad at the University of Waterloo, which is a school in Ontario and stayed in a five-year co-op. I met lots of people. Co-op’s great for getting out and working. That was my next step in moving out into the world.

Did you do some education after that as well?

It’s interesting because I have a Science degree. I’ve never worked a day in science. It was through doing a Science degree that I learned that I probably didn’t want to be a scientist but it was still a good experience. Education, in and of itself, is so beneficial on so many levels but then I realized what I was interested in is more about human systems and human relationships and human dynamics.

That’s where I went in to do a Master’s degree in Workplace Learning and Change thinking that we spend so much of our time, our energy, and the contributions that we make in the world in our work that if I was going to start looking at, “How can we make things better,” that was the place that made sense to do it.

You got your degree there. What was your first job after that?

I worked all throughout my Master’s degree. I come from a history of business people. My dad’s got a construction management business and his dad had a concrete business. When I graduated from my undergrad, it didn’t occur to me to go get a real job. I started building my own facilitation and training company early on and did a lot of subcontracting work to get that off the ground. By the time I did my Master’s, I was looking more at, “What does a leadership development consulting or training firm look like? What would that mean?” That’s where I went from there with my business.

You first business was a leadership training. What was that called?

It was called Clemmensen Consulting. I chose the name so that I had the option to change my mind anytime about what I was doing. I keep it open and flexible.

How did that go for you? How did your first business work out or maybe you’re still doing that?

I’m not still doing it, but it worked out great for me. I love freedom. I love being able to do what I think is best fit at the time. Being a business owner allowed me to do that. I was young. I was in my twenties so I didn’t need to be making big bucks. I was happy to be having experiences and working with great people and great companies. I did that for quite a long time. There came a turning point as I got older where I started to look at that work and say, “I am supporting a system in the corporate world, in the capitalist society that we live in, that I’m not sure I fully believe in.”

That was a bit of a crisis because my business was doing fine and I loved doing the work that I was doing with the people that showed up in my spaces whether it was training programs or whatever but there was this doubt in the back of my mind saying, “Am I doing the right work? Am I helping these people to perpetuate systems that I don’t think are best or that I don’t think are working for a lot of people?”

It took me probably 3 or 4 years of going through a process of wondering and asking myself those questions and having a bit of a crisis to be honest about what am I doing with my life. I’m sure lots of people have that crisis around that point in their life too, in their late 40s. You start wondering, “What’s this all about? What’s the last third or hopefully half going to be like?”

That’s what led me back to my feminist roots and to start asking the question, “If I was going to support leaders, whom do I want them to be? What work do I want them to be doing in the world?” By then, we finally had some good research and data on not only the fact that our numbers are still low in terms of women in leadership, but also when we do have women in leadership, we see incredible benefits, not for women, but for businesses, for communities, and for societies.

All of these things started to line up to the point where I shifted my focus and changed my business to The Women’s Leadership Intensive. That’s where we come in with this mission to inspire, empower, support, and equip women to lead the change the world needs. There you’ve got your better way and you’ve got your challenge and your contribution and they all line up again.

What you said was you didn’t believe in the system that you were in. What do you mean by that? Give us an example.

Even without doing research, I could tell that some people were being promoted over other people. It seemed like some people were being heard at the table and other people were not. I’d look at executive teams and I still do this to this day whenever I’m looking at an organization that I might want to work with. I look at, “What does your executive team look like?”

If that executive team all looks the same, which almost all of them still do, then we know we’ve got a diversity problem. Diversity problems are not accidental. Systems are designed to maintain and uphold what we know as those norms. We can design those systems differently. We can design them better so that they are more inclusive but we have a lot of work to do to get there.

When did you start The Women’s Leadership Intensive?

That was probably 2018.

What’s the purpose of The Women’s Leadership Intensive?

It’s to support women in their leadership development for a couple of reasons. One, so that they are ready to level up in their career. They’re ready to take on the next leadership role. Another is for development in place. How can you have more influence in the role that you’re in because some people aren’t looking to be promoted? They love what they do, but they want to be able to do it with more influence and scope.

Regardless of where you go with that leadership development, one of our core ways of working with people is it’s about leading as you. It is not necessarily emulating the leadership styles or the approaches that you’ve seen in the past, because frankly, those are already outdated even though they’re still everywhere. It’s about figuring out what matters to you, what are your values, and what feels purposeful and meaningful to you as a leader. What conversations do you want to be having?

It’s this idea that if you are in a leadership role, let’s say 50% of your job is the functional stuff. Maybe you’re a finance person, maybe you’re in sales, or maybe you’re in operations. That’s great. In a leadership role, I call that half of your job. The other half of your job is leading people. It’s having hard conversations and vision. It’s understanding the context of the world around us. Also, knowing that, “We don’t exist in a world anymore where we can ignore things like diversity and inclusion or sustainability.” Even if that’s not part of your job, if you’re a leader, it’s part of your job.

I have two daughters and this is interesting for me as well. I have a lot of women on our team here, also. What have you found makes a great leader?

The willingness to know yourself first. Understand your own life experiences and be reflective. The skill of reflection. Can you look back and understand your own life experiences? Can you understand your own privilege?

What do you mean by understanding your own privilege?

We have a bit of a myth of how everyone is self-made or there’s a myth of meritocracy that the best person rises to the top and that’s why they’ve got the job. There has been some interesting research that’s debunked the idea that a lot of the people who have those positions or those roles also have a lot of other things like resources for White skin or they happen to be men or even their name can be predictive of where somebody might end up in a certain organization.

It’s not to say we should necessarily feel bad about that, but it’s to understand that it exists. My starting point to go somewhere is different from yours. It is different from somebody else’s. It’s the idea of that intersectionality. What are the factors where we have privilege in our lives? What are the places where we are marginalized in our lives and start to understand our own picture so that we then have space to understand that others’ pictures are very different from ours?

I can see how this could all become pretty controversial.

This is the leadership courage of the future, which is being willing to have those kinds of conversations.

It’s hard to tell how much of it is true. When I look at my own friends, my own friend group, my father was a dentist, we had all the advantages that you could have. My brothers and sisters have done well but if I look at most of my friends that have done well, most of them came from nothing. They came from working their butts off. Even some of my friends that are doing well now are wondering about their own kids. “Should I not give them what I could give them and have them struggle?” It’s because it seems like the people that had to struggle have risen to the top and the ones that had everything given to them are not at the top. What’s the truth?

It’s this interesting interplay between individual experience and then themes and trends when we look at bigger population groups. Anything that I say in general, there’s going to be individual exceptions to that. Generalities are inherently inaccurate. However, when we look at bigger themes and populations, let’s say, women in leadership, we can look at data that will tell us that Fortune 500 CEOs hit 10% women in 2023. There have never been more than 10% of CEOs of Fortune 500 companies who were women.

We can look at that and say, “We have a disparity here between these two groups of people when we look at it at the population level or those big group levels and CEOs of Fortune 500 companies is only one metric but it’s an interesting metric because those are people who have a lot of impact and influence in the world. It’s interesting to say, “Who’s setting the tone for business culture in North America?”

It’s not women or not at scale. We start to say, “Are there individual women who are being incredibly successful in business?” There are and both are true. It’s not either/or. It’s both. There are individuals who struggled and that’s what made them great. Other individuals had an easier path and that’s what got them to be great because they had all the resources and they were able to use those resources. Both are true.

BYW 40 | Women In Leadership
Women In Leadership: There are individuals who struggled and that’s what made them great. Other individuals had an easier path and that’s what got them to be great because they had all the resources, and they were able to use those resources. Both are true.

 

One of the things that come out for me is looking at the gap versus the gain. You said there are 10% women CEOs in the Fortune 500. What was it several years ago?

Something I talk about in the book a lot is the idea of things getting better and they’re still bad. We want to look at both of those things. We want to look at the progress made and we also want to look at how big is the gap left to go. Again, it is not an either/or, but if we look at progress made, two thumbs up across the board. There are more women CEOs in Fortune 500 now and if there’s a graph that will show that curve and it’s going in the right direction.

This is true almost everywhere. We see some drops in the data where it says, “We had a bad year or we were on a trajectory where we were seeing this progress towards equality and equity, but then something happened and it dipped down.” It’s looking at both. It’s saying, “The trajectory is going in the right direction. That’s progress. That’s the gains,” and the gap is still 40%. That needs to be made up. If we’re going to get to 50/50, women are past 50% of the population and 48% of the workforce.

Is the goal then to have 50/50?

It would be an interesting experiment. We’ve never done it. I would love to see what happens.

What is the goal of feminism? What is a feminist trying to accomplish?

I can’t answer that question for all feminists, but I can certainly answer it for myself. There are two things. Certainly, we want to get to equality, which is where we get the same thing. That would be the 50/50 idea. We’re going on the Fortune 500 CEO things because we’ve got the numbers, but it’d be cool to see 50% of those CEOs be women and see what changes. We know that there’s good research that shows that things do change when we have women in leadership so it’d be cool to see what happens.

That’s the equality piece of getting there but the other interesting thing is when we look at the workplace, for example, it wasn’t built for women’s lives. It’s because women weren’t there in the past when the workplaces were set up and things we’re moving towards parental leaves and acknowledgment that all workers are potential parents in the workplace as well as workers in the workplace. However, in the past, that certainly has been on the shoulders of women.

How can we also create different kinds of systems that take into account different kinds of people’s lives? Now if women are 48% of the workforce, what needs to change about workplaces to make them friendlier as a culture to women and women’s lives? Childcare is an easy one to look at because we can see the impact that a lack of parental leaves has on women’s careers particularly.

Should a leader of a business or an organization have the ability to pick whoM they want as the successor, or should it be dictated to them that they have to pick a woman?

The ability to choose for yourself is important and makes it even more imperative that you do the work to understand your own bias. Interestingly, in this research about the myth of meritocracy, what they found was that the more people believe in meritocracy, the more likely they are to demonstrate bias in hiring.

The ability to choose for yourself is important and makes it even more imperative that you do the work to understand your own bias. Click To Tweet

What is meritocracy?

Meritocracy is the idea that you got there because of your merit alone and because you’re the best person for the job. It’s not because your skin is White, because you’re a man, or because you had the right connections or were introduced to the right people.

It makes it sound like having a White skin color, having a family that’s done well in the past, working hard, having the right school systems, and working your butt off is a bad thing.

Not at all.

How can somebody reading this not believe that based on what they’re hearing right now? How would they not believe that?

It’s not about feeling bad about it or thinking that it is a bad thing. It’s understanding that your starting point’s a little different than somebody else’s or it’s understanding that we tend to hire people who are like us or look like us. That’s well-documented. It takes intention for us to go, “Why do I think that candidate who looks more like me and behaves more like me is the best person? Is it because they are or is it because it’s so familiar to me? It feels right. Can I challenge myself to say, ‘I want someone beside me or with me who is very different, who doesn’t look the same, think the same, and hasn’t lived the same kind of life?’”

Again, I don’t want people to feel bad and it’s not helpful or constructive for us to feel bad about being White or about having had resources in our lives. What’s much more constructive is to be able to say, “I recognize the difference though. I see it in myself.” To be able to go, “Because of that I see the world this way.” It’s important for this day’s leaders to expand that view significantly and say, “How are other people seeing this world? How can we ask that? How can we find that out?” If people around us all look like us, it’s hard to get that information.

I could see that. I have a friend who writes a weekly email newsletter in the finance world. He’s one of the world’s leading economists. I went to an event at his house and it was amazing the diversity in that group. It was just crazy. Every possible walk of life you could imagine was there, even his own kids. He has seven kids. 2 are biological and 5 are adopted by 5 different races.

I asked him one time, I said, “Why do you have such diversity in your group here?” I’ve never seen something like that. He said, “If all I do is look at the world through my own eyes and I don’t get the perspective of everybody else around me, then I don’t know what’s going on. I can’t write or talk about it because all I know is what I know. My job is to tell the world what’s going on, but I can only see it through my eyes if those are the only ones I use.”

If we scale that out a little bit, if all the other people who are telling the world how things look the same way and have that similar life path, then we’re going to get one slice of the story unless we have people like your friend who’s working intentionally to expand the viewpoint, expand the perspective, and have it be a lot richer, diverse, and inclusive of all kinds of threads in this story.

BYW 40 | Women In Leadership
Women In Leadership: If all the other people who are telling the world how things look the same way and have that similar life path, then we’re going to get one slice of the story.

 

I can see it being challenging to get people to even care about what you’re saying because if I’m in a leadership role, it’s worked great. I got a great business. I got great things going on. I’m living the life that I want to live. I don’t care what you have to say. I don’t care about diversity. I don’t care about all the stuff. It doesn’t matter to me because I already know what works. This works. What you are telling me is, “Let’s see what happens.” I’m not willing to go to a, “Let’s see what happens.” I want to know, “This already works. I know it has for generations. Why do I want that?” I don’t.

It works for some people much better than others. I’m certainly seeing a movement here in younger generations coming into the workforce in a lot of the industries that I work in where they are starting to say, “If there’s not real diversity, equity, and inclusion work happening in an organization, I don’t want to work there. If they don’t care about sustainability and it’s only about profit, I don’t want to work there.”

The rubber will start to hit the road as the workforce changes and puts pressure on organizations and other stakeholders start to put pressure on organizations, which is already happening. It’s happening through policy. It’s happening through the court of public opinion. I do think the pressures are there for courageous progressive leaders to be able to start looking at the context and the culture that surrounds us and say, “What’s happening here? What do people care about? What do I need to do differently to not be the leader now, but be the leader tomorrow?”

Tell me the downside to feminism. I want to give you an example. In one of my daughter’s schools that she went to, they hired this diversity expert. There was no diversity in the school. There wasn’t any diversity in the whole area and they made it up. They had to create diversity and it turned such a great school into not a very good school. It had a lot of hate after a while. The whole thing turned negative. I know that wasn’t the intent, but it did go south and it did go sour. I’ve seen that happen as well. What are some of the downsides to that movement?

One thing that I struggle with all the time is, “How do we have these conversations and not be pointing fingers at each other and blaming and creating further positionality?” It’s because I don’t think that’s helpful. If we’re not all on board with doing this together, it’s hard to get anywhere fast. Creating a gender-equitable world is going to take women and men working together who both want it. Both see that there are benefits for all of us and for our children in a world that is more gender-balanced and more equal.

Creating a gender balance, a gender-equitable world, is going to take women and men working together who both want it. Click To Tweet

The same is true for anti-racism work. That work needs to be done together. If we have a bunch of people who are feeling like they’re on sides and they’re positional and they can’t talk to each other, that’s a problem. Hopefully, as we’re learning how to have these difficult conversations about things like gender, race, social class, and wealth, I hope that we’re getting more skilled at it.

A lot of people will say, “We got to call out people who are doing things wrong. I always think of it as, “How do we call people in to have conversations, even if they’re hard conversations?” The idea that we won’t be uncomfortable is not a thing anymore. We’re going to have to be uncomfortable but again, isn’t that part of leadership being willing to be uncomfortable?

It’s an interesting path you’re on. I’m sure it’s had not been without challenges and won’t continue to be with challenges. You’re trying to challenge the status quo to find a better way so people can have a bigger impact.

It’s not the path of least resistance, that’s for sure and I recognize that. I feel it.

How do your husband and son feel about your path?

My husband is an amazing feminist and ally. He’s a high school shop teacher. He teaches construction and woodworking. He’s been a huge advocate for getting girls into skilled trades, and for having girls-only construction classes. He’s 100% on board and it’s great. We get to have these conversations together. We’re learning about it together. Neither one of us is perfect. We make mistakes. We make each other mad but it’s been a pretty cool journey together. My son is a younger generation. They talk about this stuff in ways that we did not when we were kids.

You brought something up right there that I would guess some of the other readers picked up on. You said girls-only. How do girls-only fit in with inclusion?

It’s a great question. I’m so glad you asked that. In certain spaces, you are used to being a minority if you’re one of the few. That could be an executive team. Maybe you’re the only woman or there are only 2 women on a team of 12, which happens a lot. That’s the stats right now. You’re usually 1 or 2 on an executive team or if you’re in an industry like mining or skilled trades, which is a male-dominated space, you’re probably the only woman on the crew.

In those kinds of environments, it is helpful to have some women-only spaces because it takes away the work of being the only one. Imagine you’re the only woman on a construction crew. You’re the only woman at the executive table. I’m telling you, it’s extra work to be that only. Maybe you’re the only person of color, maybe you’re the only LGBTQ+ person. Whatever it is being an only is a lot of work or one of the minority.

BYW 40 | Women In Leadership
Women In Leadership: In those kinds of environments, it is helpful to have some women-only spaces because it takes away the work of being the only one.

 

It’s helpful in those situations to have some, in this case, women-only or girls-only spaces because in that case, you don’t have to do that extra work. It’s like the first story I told about working with a male co-instructor on a sea kayaking expedition. When I’m working with women on a sea kayaking expedition, it takes the whole gender binary dynamic out of it for a little while. I don’t have to worry about it.

The same might be true of men-only spaces. I don’t know because I haven’t been in them, but I’ve certainly seen that magic happen in women-only spaces, whether that’s leadership development, skilled trades, or whatever the environment might be. There are lots of places we don’t need that, but there are some places I think we still do.

How do you feel about men-only groups? They’re frowned on right now. If you have a men-only club, it’s frowned on. If you have a men-only golf club, they are frowned on. If you have a men-only business group, it’s f frowned on. “I want to join.” How do you balance that if it’s supposed to be inclusive? I want to take a second to thank you for answering all these challenging questions because I’ve never had an opportunity to ask these kinds of questions and get answers without all kinds of emotion involved.

It’s so good. I am not saying we don’t need men-only spaces. We need a healthy men-only space where men can be whole human beings including emotions and the whole picture. I don’t know if all men’s spaces are like that. They’re probably a mix. Some are, and some aren’t. The difference is when it is the socially dominant group.

If it’s a men-only space in a society that is male-dominated, which we have now. We still have a more patriarchal male-dominated society, it’s a little different because you have a different goal with your men-only group than you do with your women-only group. The women-only group is trying to move from a marginalized position to be able to be one of many. That’s not the case with men-only groups.

This could also be true of a lot of the people that I work with who are doing anti-racism work. They say, “We need spaces for people of color to gather or we don’t have to explain anything to anybody. We don’t have to explain it to people who have never had that experience. We can talk to each other and it takes some of the weight and some of the pressure off.” Whereas, if we were to say the same thing, “Let’s have White-only spaces,” it would be perceived very differently. It depends on which end of the dominant marginalized spectrum you’re on and what you need from that space.

It’s interesting because you are only looking at it from one perspective, which is the minority perspective but you’re not looking at it from the majority perspective. Let’s say the men’s club, the executive group has 1 woman or 2 women in it. It’s not easy for them either. It’s not easy to have a woman in the group because the dynamics change. An all-guys group is totally different than you throw a couple of women in there. They’ve got to deal with that too. It’s a one-sided affair.

That’s where it’s good to come back to things like human rights law or policy or things like that where we can say, “What’s reasonable here?” It’s reasonable to say that in a business setting, we potentially could have an equal number of men and women in leadership roles or that we would have representative people of color in leadership roles.

In an ideal world, would you say, “It’s 50/50 men to women, so we need to have 50% in leadership, men to women?” I don’t know all the percentages of Black and Asians. Let’s say it’s 30% Black. Now, 30% has to be Black. Do you believe that life should be fair?

It’s a goal. It’s idealistic. I grant you that but I do think it’s an interesting shift in perspective when we start to think about it that way. Why not? What are the arguments not, and I know that there’s some upskilling that might need to happen for people who haven’t had those roles in the past? There’s also some great research that’s showing that this idea that we don’t have enough qualified women or we don’t have enough qualified people of color is being debunked too.

How is that different than a socialistic view? Why would I work hard to get to the top when it’s supposed to be fair and I’m not supposed to be able to get to the top if I’m at the top, then it’s not fair? Maybe I started at a different level and I got here because of my skin color, my parents, or whatever. Why would I bother to work hard?

You’re asking a question that, for example, women and people of color, and other marginalized groups have probably been asking themselves for a long time but they haven’t, though.

They have.

Not at scale.

It won’t ever be at scale.

I don’t know. I am still idealistic enough to hope that it will. I don’t see why it shouldn’t. I don’t see why. If we’re going to use gender math, which is easy math because it’s 50/50. I don’t see a reason why we wouldn’t aspire to have 50% of all leadership roles be women. There are great benefits to it. There are tons of research behind it.

Can you see how confusing what you are saying could be to somebody? It’s because we go round and round. “We got binary, but we don’t want binary. It’s 50/50, but we don’t want to use 50/50 because we don’t want to say there are men and women. We want to say there’s a spectrum of gender. We want to talk 50/50 when it’s to our advantage, but we don’t want to talk 50/50 when it’s not to our advantage to talk that way. We want to talk spectrum.

We still live in a gender-binary society fundamentally. I don’t want to, but I feel like we got to work with what we’ve got. We fundamentally live in a gender-binary society. There’s no way we’ll achieve gender equity unless we level set that and say, “Here’s the gender binary that is inherent everywhere in our society.”

It’s not. You don’t want it that way.

No, I don’t want it to be that way. What I would like is for this is going to happen in steps. First, we can start talking about ideas of equality and equity, and say, “Given that the gender binary is not dissolving anytime soon.” We’re making some interesting movements on the gender binary with things like non-binary trends. We’re starting to pick away at the gender binary, but it’s still alive and well. Working with what we have, which right now is a pretty deep gender binary in everything in our world, let’s move towards equality in that. On the road there, let’s also question the ideas of how binary we need to be. It’s complicated.

It’s very complicated and confusing. I don’t even know what to think about it, but it’s out there and it’s a mission that you have. I think it’s going to continue. Last question for you. What’s the best piece of advice that you’ve ever given or the best piece of advice you’ve ever been given?

The best piece of advice I was ever given was given to me by my mom who’s not an advice giver. This was a rare event and I was struggling to decide what to do next as a young person. She said, “Just do something right. Take a step and then you’ll take another step and you’ll take another step. Nothing is irrevocable. You can change your mind. Just start doing things and see and learn that way.” That stuck with me. We can’t get paralyzed by these things. We got to take a step. It won’t be perfect. That’s okay. Take a step.

Just do something right. Take a step, and then you'll take another and another. Nothing is irrevocable. You can change your mind. Just start doing things and see and learn that way. Click To Tweet

You can’t steer a parked car, right?

That’s right.

Thank you so much, Belinda, for being here and coming to the show. I thoroughly enjoyed our conversation and I love how open you are to talk about everything. You can ask anything and we’ve been able to have a conversation without emotion and drama.

I so appreciated it too. Thank you so much.

If people are interested in what you are doing, what would be the best way for them to get in touch with you?

They can go to the website, WomensLeadershipIntensive.ca because we’re up in Canada and probably the best entry point is there’s a book page there. We’ve published a book about women in leadership and that’s probably a great place to start to get to know the work that we’re doing around women in leadership.

Thank you so much for being here.

Thank you.

It is time for our last segment, which is Guess Their Why. For this week, I want to use Tom Cruise. What do you think Tom Cruise’s why is? He’s part of Scientology and has been in lots of movies. He had a big blockbuster come out again with Top Gun. He’s been in so many different movies even when he was a kid. I’ll tell you what I think it is. I think his why is the same as our guest in this episode which is a better way. I think he’s always looking for a better way. He sees Scientology as a better way and that’s what I’m guessing. I wish I knew.

If you know Tom Cruise, connect me with him and we’ll find out but that’s what I’m guessing Tom Cruise’s why is. Let me know what you think and thank you so much for reading. If you have not yet discovered your why or WHY.os, you could do so at WhyInstitute.com. You can use the code PODCAST50. If you love the show, please don’t forget to subscribe below. Leave us a review on whatever platform you’re using so that we can bring this to more people. I will see you next week. Have a great week.

 

Important Links

 

About Belinda Clemmensen

BYW 40 | Women In LeadershipI help leaders dig into your own leadership potential, learn from other ground-breaking leaders, and gain the confidence to show up as the leader you want to be.

Today’s workforce has changed and traditional leadership models no longer fit. Most of what we’ve been taught about leadership is based on a reality that no longer exists and certainly doesn’t represent the future of leadership.

At Women’s Leadership Intensive we provide leadership development programs BY women, FOR women. Our mission is to inspire, empower, support and equip women to lead the change the world needs.

At Leader Coach Intensive we provide ICF accredited coach certification training for leaders in business and organizations. Our program is built on a set of values that has humanness at the core, while strongly anchoring in a practical application to business.