1 00:00:00,066 --> 00:00:01,326 Hello everyone. 2 00:00:01,416 --> 00:00:03,126 Welcome to this week's edition of 3 00:00:03,126 --> 00:00:05,149 Scaling Expertise, where we talk 4 00:00:05,149 --> 00:00:07,139 to experts who have scaled their 5 00:00:07,139 --> 00:00:09,402 expertise and also can give you 6 00:00:09,402 --> 00:00:11,832 tips about how you can scale yours. 7 00:00:11,989 --> 00:00:14,265 So this week I'm very excited 8 00:00:14,265 --> 00:00:16,215 for my guest, Jason Van Orden. 9 00:00:16,605 --> 00:00:17,565 Welcome Jason. 10 00:00:17,784 --> 00:00:18,474 Hi, you're in. 11 00:00:18,474 --> 00:00:19,254 So good to be here. 12 00:00:19,254 --> 00:00:19,674 Thank you. 13 00:00:19,903 --> 00:00:21,463 Yeah, I mean, we talk about 14 00:00:21,463 --> 00:00:22,213 a lot of the same things. 15 00:00:22,213 --> 00:00:24,473 We want to help experts, maximize 16 00:00:24,473 --> 00:00:26,003 the volume of their expertise. 17 00:00:26,156 --> 00:00:26,726 I think this gonna be 18 00:00:26,726 --> 00:00:27,956 a great conversation. 19 00:00:27,956 --> 00:00:29,036 Lots of good nuggets for 20 00:00:29,036 --> 00:00:30,795 everyone, and frankly, since 21 00:00:30,795 --> 00:00:32,919 I'm, I. Always in the, process of 22 00:00:32,919 --> 00:00:34,809 trying to maximize my expertise. 23 00:00:35,016 --> 00:00:36,606 You're the perfect person 24 00:00:36,606 --> 00:00:38,076 for me to talk to as well. 25 00:00:38,081 --> 00:00:38,531 Wonderful. 26 00:00:38,531 --> 00:00:38,532 Wonderful. 27 00:00:38,537 --> 00:00:40,432 So I'll, I'll be, trying to get 28 00:00:40,432 --> 00:00:42,082 some free advice at the same time 29 00:00:42,082 --> 00:00:43,042 that we have this conversation. 30 00:00:43,047 --> 00:00:43,307 Perfect. 31 00:00:43,882 --> 00:00:44,272 Perfect. 32 00:00:44,632 --> 00:00:45,202 Let's do it. 33 00:00:45,906 --> 00:00:46,746 know, one of the things I 34 00:00:46,746 --> 00:00:48,366 noticed about you is that you 35 00:00:48,396 --> 00:00:51,306 launched a podcast in 2005. 36 00:00:51,306 --> 00:00:52,116 Is this a true. 37 00:00:52,303 --> 00:00:52,513 Is this? 38 00:00:52,513 --> 00:00:53,233 Yeah. 39 00:00:53,383 --> 00:00:54,133 Yeah, it was. 40 00:00:54,133 --> 00:00:55,663 I launched a couple of podcasts. 41 00:00:55,663 --> 00:00:58,123 In fact, I launched three podcasts in 2005 42 00:00:58,123 --> 00:01:00,253 because I was so curious and fascinated. 43 00:01:00,253 --> 00:01:02,574 Now, the short of the story is that one 44 00:01:02,574 --> 00:01:05,734 of them, took off unexpectedly and became 45 00:01:05,734 --> 00:01:07,414 a top 10 business show within a couple 46 00:01:07,414 --> 00:01:09,744 of years, and, became my primary business 47 00:01:09,744 --> 00:01:11,064 when that was not at all what I expected. 48 00:01:11,064 --> 00:01:12,264 It was just a friend and I. 49 00:01:12,425 --> 00:01:14,015 Getting on and talking about our internet 50 00:01:14,015 --> 00:01:16,115 businesses and how we were trying to carve 51 00:01:16,115 --> 00:01:18,035 our own path as entrepreneurs, former 52 00:01:18,035 --> 00:01:20,405 employees, and I guess it resonated. 53 00:01:20,405 --> 00:01:22,115 that was a huge turning point 54 00:01:22,115 --> 00:01:23,375 in my entrepreneurial journey 55 00:01:23,375 --> 00:01:25,065 was, gaining that audience. 56 00:01:25,070 --> 00:01:25,280 Mm-hmm. 57 00:01:25,365 --> 00:01:27,375 And so, yeah, I'm a big fan of podcasts 58 00:01:27,375 --> 00:01:28,845 as a way to get the word out and grow 59 00:01:28,845 --> 00:01:30,345 an audience and connect with people. 60 00:01:30,495 --> 00:01:31,679 And, don't have an active 61 00:01:31,679 --> 00:01:32,789 podcast right now, but I Sure. 62 00:01:32,789 --> 00:01:34,379 Like going on other people's podcasts. 63 00:01:34,379 --> 00:01:34,709 Yeah. 64 00:01:35,084 --> 00:01:35,714 That's great. 65 00:01:35,854 --> 00:01:38,030 And when I think about 2005, I'm like, did 66 00:01:38,030 --> 00:01:40,950 I even know there were podcasts in 2005? 67 00:01:41,415 --> 00:01:41,765 Right. 68 00:01:42,005 --> 00:01:42,125 I 69 00:01:42,125 --> 00:01:42,805 don't think I did. 70 00:01:43,040 --> 00:01:44,420 Well, the joke that I say is that 71 00:01:44,420 --> 00:01:45,530 sometimes when I first found out 72 00:01:45,530 --> 00:01:46,700 about podcasting at the beginning 73 00:01:46,700 --> 00:01:48,230 of 2005, I searched for it and 74 00:01:48,230 --> 00:01:49,760 Google, I'm like, what is this word? 75 00:01:49,760 --> 00:01:51,080 And Google tried to correct me 76 00:01:51,080 --> 00:01:53,034 because it was like, do you mean fly? 77 00:01:53,034 --> 00:01:54,599 You know, Google used to say, do you mean 78 00:01:54,677 --> 00:01:57,224 like, you mean fly casting or, because 79 00:01:57,224 --> 00:01:58,994 it didn't know what podcasting was yet. 80 00:01:58,994 --> 00:02:00,164 Um, oh, that's crazy. 81 00:02:00,327 --> 00:02:01,467 Very different world now though. 82 00:02:01,717 --> 00:02:02,407 A hundred percent. 83 00:02:02,407 --> 00:02:03,697 I mean, you know, there's so many things. 84 00:02:03,697 --> 00:02:05,890 Frankly, as a, I call myself kind of 85 00:02:05,890 --> 00:02:08,074 a Luddite regarding using technology. 86 00:02:08,074 --> 00:02:09,364 I'm a big fan, just 87 00:02:09,364 --> 00:02:10,204 figuring out how to use it. 88 00:02:10,360 --> 00:02:12,380 for something like, podcasting in 89 00:02:12,380 --> 00:02:14,270 the early days, like I. Right now, 90 00:02:14,270 --> 00:02:16,880 frankly, I have a plug and play kind 91 00:02:16,880 --> 00:02:19,370 of podcast process where all I do 92 00:02:19,370 --> 00:02:21,020 is show up here and talk to the nice 93 00:02:21,020 --> 00:02:23,010 people, and then somebody else takes 94 00:02:23,010 --> 00:02:24,887 it from there and, figure that out. 95 00:02:25,103 --> 00:02:25,613 That's perfect. 96 00:02:25,823 --> 00:02:27,063 We've got all the props. 97 00:02:27,063 --> 00:02:27,118 Me. 98 00:02:27,355 --> 00:02:27,805 All right. 99 00:02:27,805 --> 00:02:29,138 So Introduce yourself 100 00:02:29,138 --> 00:02:29,978 to the people, please. 101 00:02:30,278 --> 00:02:30,938 Oh, yeah, sure. 102 00:02:30,938 --> 00:02:32,288 So, I'm Jason Van Orden. 103 00:02:32,288 --> 00:02:35,048 I'm a business growth strategist. 104 00:02:35,048 --> 00:02:37,748 I work with consultants and coaches 105 00:02:37,748 --> 00:02:39,668 and other kinds of experts like that. 106 00:02:39,761 --> 00:02:41,780 mission simply put is to help. 107 00:02:42,030 --> 00:02:44,160 Smart people with really important, 108 00:02:44,160 --> 00:02:46,410 impactful ideas to reach more of 109 00:02:46,410 --> 00:02:47,970 the people that they are uniquely 110 00:02:47,970 --> 00:02:50,580 positioned to serve in the world. 111 00:02:50,820 --> 00:02:52,650 And speaking of podcasting, all the 112 00:02:52,650 --> 00:02:53,970 wonderful channels we have, like there's 113 00:02:53,970 --> 00:02:56,160 such a huge opportunity these days for. 114 00:02:56,170 --> 00:02:57,610 Experts, people with a message 115 00:02:57,610 --> 00:02:58,780 to reach their audience. 116 00:02:58,780 --> 00:03:01,053 And so, know, more specifically, I'm 117 00:03:01,053 --> 00:03:02,973 that strategist that helps them when 118 00:03:02,973 --> 00:03:04,533 they have reached a point where, like, 119 00:03:04,593 --> 00:03:06,623 what got me here is it is not what's 120 00:03:06,623 --> 00:03:07,838 gonna get me there, I don't think. 121 00:03:07,858 --> 00:03:08,278 Mm-hmm. 122 00:03:08,358 --> 00:03:10,103 And so I don't know what to shift. 123 00:03:10,103 --> 00:03:12,696 And so they need that second person, that 124 00:03:12,696 --> 00:03:14,976 outside perspective and experience to help 125 00:03:14,976 --> 00:03:16,783 them look at it and go, here's where you 126 00:03:16,783 --> 00:03:18,193 should focus to get where you want to go. 127 00:03:18,193 --> 00:03:20,016 But brass tacks, when it comes down to it, 128 00:03:20,016 --> 00:03:21,666 we're often looking at their messaging. 129 00:03:21,813 --> 00:03:23,709 Making their offers more scalable, which 130 00:03:23,709 --> 00:03:25,359 I'm sure as some will talk about mm-hmm. 131 00:03:25,599 --> 00:03:26,679 You know, designing their signature 132 00:03:26,679 --> 00:03:27,879 method and things like that. 133 00:03:28,013 --> 00:03:29,093 what do they need to do to reach 134 00:03:29,093 --> 00:03:30,786 that bigger audience and deliver 135 00:03:30,786 --> 00:03:32,706 value at scale without burning out 136 00:03:32,949 --> 00:03:34,329 and without losing their unique edge 137 00:03:34,329 --> 00:03:35,859 and their, you know, unique voice. 138 00:03:36,003 --> 00:03:37,053 That is fantastic. 139 00:03:37,218 --> 00:03:38,778 just on one more on the podcast, 140 00:03:38,778 --> 00:03:40,638 like how did you monetize that back? 141 00:03:40,673 --> 00:03:42,399 Like, were there ads or what was 142 00:03:42,399 --> 00:03:42,879 Yeah. 143 00:03:43,029 --> 00:03:43,239 Okay. 144 00:03:43,461 --> 00:03:45,171 it's so funny, like I was on a panel 145 00:03:45,171 --> 00:03:47,144 once at a conference in like 2008. 146 00:03:47,144 --> 00:03:48,434 By that time I was monetizing my 147 00:03:48,434 --> 00:03:50,247 podcast and I remember, you know, 148 00:03:50,247 --> 00:03:51,537 it was like five of us and they were 149 00:03:51,537 --> 00:03:53,037 going one by one through the panel. 150 00:03:53,037 --> 00:03:54,597 Like, how do you monetize a podcast? 151 00:03:54,597 --> 00:03:54,957 'cause that's what 152 00:03:54,957 --> 00:03:55,857 everyone wanted to know. 153 00:03:55,857 --> 00:03:57,391 And all of 'em were like, advertising, 154 00:03:57,421 --> 00:03:59,191 advertising, sponsors, advertising. 155 00:03:59,191 --> 00:04:00,151 And most of them had like 156 00:04:00,151 --> 00:04:01,201 ad networks and things. 157 00:04:01,431 --> 00:04:03,107 then it got to me I'm like, well. 158 00:04:03,662 --> 00:04:06,032 Actually, we monetize it indirectly 159 00:04:06,032 --> 00:04:08,666 through courses and coaching and mm-hmm. 160 00:04:08,736 --> 00:04:10,356 our products that we've packaged, 161 00:04:10,356 --> 00:04:11,196 our knowledge that we've 162 00:04:11,196 --> 00:04:12,726 packaged up in ways for people. 163 00:04:12,726 --> 00:04:14,592 And so the podcast of what brought 164 00:04:14,592 --> 00:04:16,452 people in and earned their trust and 165 00:04:16,452 --> 00:04:17,712 eventually they'd end up like on an 166 00:04:17,712 --> 00:04:19,452 email list or somewhere where we could. 167 00:04:19,602 --> 00:04:20,712 deliver value, but also 168 00:04:20,742 --> 00:04:21,794 promote our programs. 169 00:04:21,794 --> 00:04:21,884 Mm-hmm. 170 00:04:21,884 --> 00:04:24,104 And so we had a membership program and 171 00:04:24,104 --> 00:04:26,624 courses that we sold over those years. 172 00:04:26,778 --> 00:04:27,798 and I remember everybody looked 173 00:04:27,798 --> 00:04:29,238 at me funny on that panel, but I 174 00:04:29,238 --> 00:04:30,468 think it's one of the best ways 175 00:04:30,468 --> 00:04:32,358 to like monetize your podcast is 176 00:04:32,481 --> 00:04:33,741 it's kind of that indirect method. 177 00:04:33,771 --> 00:04:34,401 I mean, there's wonderful 178 00:04:34,401 --> 00:04:35,211 way, lots of wonderful ways, 179 00:04:35,211 --> 00:04:36,291 but that's how I did mm-hmm. 180 00:04:36,531 --> 00:04:37,221 Was, you know, it was an indirect 181 00:04:37,221 --> 00:04:38,934 way of bringing awareness 182 00:04:38,934 --> 00:04:40,688 to my, Coaching and courses. 183 00:04:40,908 --> 00:04:42,588 Yeah, I mean, it reminds me of where 184 00:04:42,588 --> 00:04:44,349 people talk about, you know, write a book. 185 00:04:44,596 --> 00:04:46,156 you are not gonna make any money. 186 00:04:46,156 --> 00:04:48,284 And we might, you know, but more 187 00:04:48,284 --> 00:04:50,174 about how it gets you out there 188 00:04:50,174 --> 00:04:52,394 as a marketing tool, as a lead 189 00:04:52,394 --> 00:04:55,317 generator, even as a closer sometimes 190 00:04:55,317 --> 00:04:56,897 depending on, if it's good enough. 191 00:04:57,099 --> 00:04:58,389 and that brings us to the 192 00:04:58,389 --> 00:04:59,499 topic of intellectual property. 193 00:04:59,499 --> 00:05:00,519 I'm going a little bit outta order 194 00:05:00,519 --> 00:05:01,835 here because you started talking 195 00:05:01,835 --> 00:05:04,326 about this, but, I'm always afraid to 196 00:05:04,326 --> 00:05:05,796 use the term intellectual property. 197 00:05:07,053 --> 00:05:08,433 Because sometimes that shuts 198 00:05:08,433 --> 00:05:10,804 people down, but how do you think 199 00:05:10,804 --> 00:05:13,674 about like, creating that asset 200 00:05:13,794 --> 00:05:15,684 that people can help use to scale? 201 00:05:15,684 --> 00:05:17,281 Do you think about it in terms like 202 00:05:17,281 --> 00:05:19,171 directly as intellectual property, 203 00:05:19,221 --> 00:05:21,146 or do you just think about it as. 204 00:05:21,456 --> 00:05:22,556 A tool how do you look 205 00:05:22,556 --> 00:05:23,276 at it and talk about it? 206 00:05:23,396 --> 00:05:25,136 Yeah, I mean this is, it's a really 207 00:05:25,136 --> 00:05:27,001 good question because something we 208 00:05:27,001 --> 00:05:27,901 always have to think about is, are 209 00:05:27,901 --> 00:05:29,461 we using the right words to resonate 210 00:05:29,461 --> 00:05:30,691 with the people that we want to reach? 211 00:05:30,691 --> 00:05:30,991 Right? 212 00:05:30,991 --> 00:05:31,051 Yeah. 213 00:05:31,081 --> 00:05:32,678 And intellectual property 214 00:05:32,678 --> 00:05:33,878 obviously is gonna bring certain 215 00:05:33,878 --> 00:05:34,988 connotations and things, and I 216 00:05:34,988 --> 00:05:36,308 do use that phrase, sometimes 217 00:05:36,308 --> 00:05:38,018 your IP or intellectual property. 218 00:05:38,018 --> 00:05:38,108 Right. 219 00:05:38,200 --> 00:05:39,070 sometimes I'll refer to 220 00:05:39,070 --> 00:05:40,720 it often as body of work. 221 00:05:40,720 --> 00:05:40,810 Mm-hmm. 222 00:05:41,062 --> 00:05:42,772 is another thing that I'll use. 223 00:05:42,772 --> 00:05:43,642 And then more generally, 224 00:05:43,642 --> 00:05:44,542 sometimes I'm just like, you 225 00:05:44,542 --> 00:05:46,222 know, Hey, I'm here to help you. 226 00:05:46,404 --> 00:05:49,404 Package and communicate and deliver 227 00:05:49,404 --> 00:05:51,114 your unique knowledge in a way 228 00:05:51,114 --> 00:05:52,044 that's, you know, and so it's 229 00:05:52,044 --> 00:05:53,274 a little bit more like mm-hmm. 230 00:05:53,274 --> 00:05:53,514 Right. 231 00:05:53,700 --> 00:05:55,560 speaking to exactly what they want to do. 232 00:05:55,640 --> 00:05:56,870 a phrase that I use a lot, that's 233 00:05:56,870 --> 00:05:58,940 not necessarily something that people 234 00:05:58,940 --> 00:06:00,200 right off the top of their heads are 235 00:06:00,200 --> 00:06:01,490 thinking about, but as soon as I bring 236 00:06:01,490 --> 00:06:03,080 it up seems to resonate, at least with 237 00:06:03,080 --> 00:06:04,490 the people that I am trying to speak 238 00:06:04,490 --> 00:06:06,164 with, is, you know, your signature 239 00:06:06,164 --> 00:06:08,384 method or your signature process, like 240 00:06:08,464 --> 00:06:11,224 your unique approach to guiding your 241 00:06:11,224 --> 00:06:13,184 ideal client from, know, where they're. 242 00:06:13,279 --> 00:06:15,499 At when they sign up to work with 243 00:06:15,499 --> 00:06:17,379 you through the challenges and 244 00:06:17,379 --> 00:06:19,449 milestones to get them to those 245 00:06:19,449 --> 00:06:21,219 outcomes that they want the most. 246 00:06:21,249 --> 00:06:22,899 And you know, we all have 247 00:06:23,043 --> 00:06:24,063 that unique approach. 248 00:06:24,063 --> 00:06:26,143 I mean, certainly we might borrow 249 00:06:26,143 --> 00:06:27,433 some of the same principles and best 250 00:06:27,433 --> 00:06:29,143 practices that other experts do. 251 00:06:29,383 --> 00:06:29,473 Mm-hmm. 252 00:06:29,713 --> 00:06:31,838 But in the end, we do have a unique 253 00:06:31,838 --> 00:06:33,218 approach with our perspective and 254 00:06:33,218 --> 00:06:35,648 our values and our vision and how we. 255 00:06:35,648 --> 00:06:37,358 synthesize and present things. 256 00:06:37,358 --> 00:06:37,958 So I don't know. 257 00:06:37,958 --> 00:06:38,618 Those are some of the different 258 00:06:38,618 --> 00:06:40,358 ways I think about and refer to. 259 00:06:40,528 --> 00:06:40,708 Yeah. 260 00:06:40,708 --> 00:06:42,148 This idea of knowledge that 261 00:06:42,148 --> 00:06:44,304 can be turned into, an asset. 262 00:06:44,304 --> 00:06:46,044 But one of the fundamental building blocks 263 00:06:46,044 --> 00:06:47,986 is that idea of a signature process. 264 00:06:47,986 --> 00:06:48,386 Mm-hmm. 265 00:06:48,466 --> 00:06:49,431 Or signature method. 266 00:06:49,678 --> 00:06:49,978 Yeah. 267 00:06:49,978 --> 00:06:50,638 I think that's so 268 00:06:50,638 --> 00:06:51,958 important because so many. 269 00:06:52,376 --> 00:06:54,219 Experts, consultants, know, they 270 00:06:54,219 --> 00:06:56,019 know how to sell their time. 271 00:06:56,254 --> 00:06:59,064 And they're thinking about this process to 272 00:06:59,094 --> 00:07:02,114 build a scalable business, and they really 273 00:07:02,114 --> 00:07:04,484 don't think that they have any assets. 274 00:07:04,994 --> 00:07:07,347 Only as that is their time and 275 00:07:07,437 --> 00:07:09,537 they're kind of starting from scratch. 276 00:07:09,537 --> 00:07:12,061 Like, what do I. Do, like, how do I even, 277 00:07:12,234 --> 00:07:13,854 you know, I was, talking to a group of 278 00:07:13,854 --> 00:07:16,897 people and it was a pretty generic group. 279 00:07:16,897 --> 00:07:18,517 Like it wasn't just experts. 280 00:07:18,517 --> 00:07:19,731 It and the question was like, 281 00:07:19,761 --> 00:07:21,141 how do I know I have expertise 282 00:07:21,141 --> 00:07:23,268 or what is a niche and, not. 283 00:07:23,426 --> 00:07:24,416 Questions for a lawyer, but 284 00:07:24,416 --> 00:07:25,552 you know, I I do my best. 285 00:07:26,002 --> 00:07:26,747 Yeah, yeah. 286 00:07:27,772 --> 00:07:28,012 Right. 287 00:07:28,452 --> 00:07:30,362 But it was definitely about, who 288 00:07:30,362 --> 00:07:31,712 are you talking to all the time? 289 00:07:31,712 --> 00:07:33,452 what are their common problems? 290 00:07:33,452 --> 00:07:34,892 What are the common solutions? 291 00:07:35,112 --> 00:07:35,262 Mm-hmm. 292 00:07:35,802 --> 00:07:38,052 How do you steer people from getting 293 00:07:38,052 --> 00:07:40,075 out of the, okay, I just do what 294 00:07:40,075 --> 00:07:42,865 people need me to do to being 295 00:07:42,865 --> 00:07:44,575 proactive about, okay, this is what 296 00:07:44,575 --> 00:07:46,045 I do and this is how I make the. 297 00:07:46,625 --> 00:07:47,015 Impact. 298 00:07:47,262 --> 00:07:47,652 Right? 299 00:07:47,652 --> 00:07:49,769 Yeah, and it's, I mean, one of the common 300 00:07:49,769 --> 00:07:52,409 frustrations that I'm trying to speak 301 00:07:52,409 --> 00:07:54,329 to, and I'm sure you are as well, is that 302 00:07:54,429 --> 00:07:55,629 People know that it's like, you 303 00:07:55,629 --> 00:07:56,409 know, there's so much more I 304 00:07:56,409 --> 00:07:58,149 could be doing with my ideas. 305 00:07:58,329 --> 00:07:58,419 Mm-hmm. 306 00:07:58,419 --> 00:08:00,099 Or they just wanna grow their income and 307 00:08:00,099 --> 00:08:01,569 help more people, but they're like, yeah, 308 00:08:01,579 --> 00:08:03,710 they've run into that ceiling and mm-hmm. 309 00:08:03,739 --> 00:08:05,449 They're maybe feeling stretched thin, 310 00:08:05,449 --> 00:08:06,799 burned out, and they're like, okay, this 311 00:08:06,799 --> 00:08:08,809 isn't sustainable the way I'm doing it. 312 00:08:08,955 --> 00:08:10,125 and so that's the moment where I come 313 00:08:10,125 --> 00:08:11,621 in and, one of the first principles 314 00:08:11,661 --> 00:08:13,401 to realize is something that I think 315 00:08:13,406 --> 00:08:14,337 you kind of touched on there, and 316 00:08:14,337 --> 00:08:15,927 it's like you need to detach the value 317 00:08:15,927 --> 00:08:18,197 from your time or even your presence. 318 00:08:18,217 --> 00:08:20,030 Hm, to your knowledge. 319 00:08:20,237 --> 00:08:20,327 Yeah. 320 00:08:20,327 --> 00:08:21,407 The intellectual property, whatever 321 00:08:21,407 --> 00:08:22,072 you want to call it, right? 322 00:08:22,072 --> 00:08:22,272 Mm-hmm. 323 00:08:22,352 --> 00:08:23,917 So that, that's like principle number one. 324 00:08:24,115 --> 00:08:26,173 Principle number two, which often people 325 00:08:26,173 --> 00:08:28,393 don't think about, is that you need to 326 00:08:28,423 --> 00:08:31,348 organize it in a way that it can be, need 327 00:08:31,348 --> 00:08:34,337 to be able to deliver it more efficiently, 328 00:08:34,337 --> 00:08:36,337 or, if you're customizing every single 329 00:08:36,337 --> 00:08:37,882 solution that you provide, you're 330 00:08:37,882 --> 00:08:39,472 gonna be spreading yourself too thin. 331 00:08:39,472 --> 00:08:40,132 So that's where it's like. 332 00:08:40,362 --> 00:08:41,760 Actually, maybe principle too is like 333 00:08:41,760 --> 00:08:43,110 being very clear about here's the best 334 00:08:43,110 --> 00:08:45,612 people that I can help the most and here's 335 00:08:45,612 --> 00:08:47,702 that, signature way that I help them. 336 00:08:47,882 --> 00:08:47,972 Mm-hmm. 337 00:08:48,212 --> 00:08:48,332 And 338 00:08:48,332 --> 00:08:49,262 once you've, because some people are 339 00:08:49,262 --> 00:08:50,462 like, oh, I serve all these different 340 00:08:50,462 --> 00:08:52,022 audiences and all these different ways. 341 00:08:52,022 --> 00:08:53,102 And that can be very fulfilling, 342 00:08:53,102 --> 00:08:53,912 but it's also, you just have 343 00:08:53,912 --> 00:08:54,902 to accept the fact that. 344 00:08:55,067 --> 00:08:56,957 You also are spreading yourself very thin. 345 00:08:57,087 --> 00:08:58,580 So then if you're like, 346 00:08:58,580 --> 00:09:00,260 okay, I need to organize it. 347 00:09:00,260 --> 00:09:01,747 And the analogy I use is, you 348 00:09:01,747 --> 00:09:03,247 know, so often we might realize as 349 00:09:03,247 --> 00:09:04,357 entrepreneurs at some point we come 350 00:09:04,357 --> 00:09:05,403 to the, where it's like, okay, I 351 00:09:05,403 --> 00:09:06,783 can't wear all the hats anymore. 352 00:09:06,820 --> 00:09:08,770 I need to maybe hire assistance 353 00:09:08,770 --> 00:09:10,150 and I need to create systems and 354 00:09:10,150 --> 00:09:11,470 standard operating procedures or 355 00:09:11,470 --> 00:09:13,120 whatever lingo you want to use. 356 00:09:13,217 --> 00:09:14,717 and so we think about that in terms of 357 00:09:14,717 --> 00:09:16,427 the admin of our business, but then we 358 00:09:16,427 --> 00:09:18,557 don't apply that same principle to the. 359 00:09:18,710 --> 00:09:20,330 Knowledge or the product 360 00:09:20,330 --> 00:09:21,410 of our, of our business. 361 00:09:21,410 --> 00:09:22,160 So true as well. 362 00:09:22,160 --> 00:09:23,540 So that's like the third principle 363 00:09:23,540 --> 00:09:25,070 is like, it's absolutely important 364 00:09:25,070 --> 00:09:27,074 to have that systemization. 365 00:09:27,201 --> 00:09:28,458 And then the last principle I'd 366 00:09:28,458 --> 00:09:30,221 put in there is that, there's this. 367 00:09:30,421 --> 00:09:32,448 Very basic image I'll put up sometimes 368 00:09:32,448 --> 00:09:33,650 that, makes it click for people. 369 00:09:33,650 --> 00:09:35,580 And that is like, I'll show them no, I'll, 370 00:09:35,580 --> 00:09:37,576 I'll show their client on one side, know, 371 00:09:37,576 --> 00:09:38,896 as like a circle or square, whatever. 372 00:09:38,896 --> 00:09:40,216 And the outcome the client wants to get 373 00:09:40,216 --> 00:09:41,686 to on the other side of the diagram. 374 00:09:41,809 --> 00:09:43,642 then I put them the expert there in 375 00:09:43,642 --> 00:09:44,782 the middle and then said, most of 376 00:09:44,782 --> 00:09:46,312 you're selling yourselves this way. 377 00:09:46,430 --> 00:09:47,870 And so they sign up and they are 378 00:09:47,870 --> 00:09:49,280 expecting you to be on the phone. 379 00:09:49,280 --> 00:09:50,600 They are buying into you because 380 00:09:50,600 --> 00:09:52,960 you've sold as you, your time, 381 00:09:52,960 --> 00:09:54,850 your presence is what you've sold. 382 00:09:54,850 --> 00:09:54,940 Mm-hmm. 383 00:09:55,345 --> 00:09:55,565 Now. 384 00:09:55,775 --> 00:09:58,046 Then I say, okay, I show a second diagram 385 00:09:58,046 --> 00:10:00,116 where they slide out of the way and their 386 00:10:00,116 --> 00:10:02,036 signature method shows up in the middle. 387 00:10:02,066 --> 00:10:03,450 And it's like when that's the thing 388 00:10:03,450 --> 00:10:05,490 that you've branded and put forward, 389 00:10:05,635 --> 00:10:07,433 that's what they are buying into. 390 00:10:07,433 --> 00:10:09,053 And therefore, yes, you might still 391 00:10:09,053 --> 00:10:10,673 be involved and they know that it 392 00:10:10,673 --> 00:10:12,443 came outta your mind and that they can 393 00:10:12,443 --> 00:10:13,823 trust it, but you've branded it as. 394 00:10:14,113 --> 00:10:14,813 That is the thing. 395 00:10:15,268 --> 00:10:15,878 That is gonna get you 396 00:10:15,878 --> 00:10:16,958 to where you want to go. 397 00:10:16,963 --> 00:10:17,183 Mm-hmm. 398 00:10:17,263 --> 00:10:18,998 And so over time, if there are team 399 00:10:18,998 --> 00:10:21,278 members who come in and facilitate part 400 00:10:21,278 --> 00:10:22,775 of the process, or eventually you're 401 00:10:22,775 --> 00:10:25,175 certifying people in your process or 402 00:10:25,175 --> 00:10:27,185 whatever model you wanna go with mm-hmm. 403 00:10:27,455 --> 00:10:27,665 You're 404 00:10:27,665 --> 00:10:29,665 able to, like, that's what people are 405 00:10:29,665 --> 00:10:31,555 okay with and expecting when they come in. 406 00:10:31,560 --> 00:10:31,740 Right. 407 00:10:31,765 --> 00:10:33,775 And so all of those principles add 408 00:10:33,775 --> 00:10:34,615 up to like, hey, those are some 409 00:10:34,615 --> 00:10:36,265 of the key mindset and operational 410 00:10:36,265 --> 00:10:37,848 shifts that you need to make to 411 00:10:37,848 --> 00:10:39,378 have that business that has more. 412 00:10:39,728 --> 00:10:41,276 Capacity, more capacity to 413 00:10:41,276 --> 00:10:42,626 serve, more capacity to make 414 00:10:42,626 --> 00:10:44,590 money, whatever the case, may be. 415 00:10:44,590 --> 00:10:46,346 that's how think of it, making that 416 00:10:46,346 --> 00:10:48,735 shift, to a more scalable, knowledge 417 00:10:48,735 --> 00:10:50,085 based, expert based business. 418 00:10:50,085 --> 00:10:50,115 I. 419 00:10:50,360 --> 00:10:50,600 Yeah. 420 00:10:50,600 --> 00:10:51,650 You are literally just 421 00:10:51,650 --> 00:10:53,525 described my business, so Yeah, 422 00:10:54,500 --> 00:10:54,560 yeah. 423 00:10:54,560 --> 00:10:54,561 Right. 424 00:10:54,561 --> 00:10:55,405 Like serve, and I learned that, 425 00:10:55,405 --> 00:10:56,445 I mean, the before differently. 426 00:10:56,645 --> 00:10:57,980 I mean before, not the after, 427 00:10:57,980 --> 00:10:58,370 just, yeah. 428 00:11:00,388 --> 00:11:02,246 But yeah, so about me, 429 00:11:02,546 --> 00:11:03,596 I mean, it is tough. 430 00:11:03,596 --> 00:11:05,319 I mean lawyers have a tough time. 431 00:11:05,569 --> 00:11:08,239 not selling themselves, this is what, 432 00:11:08,446 --> 00:11:10,819 these are my old clients and as opposed 433 00:11:10,819 --> 00:11:14,049 to selling transformations, and for 434 00:11:14,049 --> 00:11:16,846 me it's been a real challenge to. 435 00:11:17,544 --> 00:11:19,314 Break away from the temptation, 436 00:11:19,314 --> 00:11:20,381 especially, you know, you get 437 00:11:20,381 --> 00:11:22,571 referrals that are anywhere. 438 00:11:22,659 --> 00:11:23,709 like, oh, she's an IP lawyer. 439 00:11:24,039 --> 00:11:25,719 Referrals are all over the place, right? 440 00:11:25,869 --> 00:11:27,605 Mm. I don't do it all, so those are easy. 441 00:11:27,605 --> 00:11:30,638 Some I can do, but should I do it? 442 00:11:31,088 --> 00:11:31,178 Mm-hmm. 443 00:11:32,513 --> 00:11:34,778 Uh, well, that person sent them, so, know, 444 00:11:34,778 --> 00:11:38,318 I wanna honor the referral, so I'll do it. 445 00:11:38,563 --> 00:11:41,563 And boy do I get all over the place. 446 00:11:41,720 --> 00:11:42,980 these are one-offs. 447 00:11:42,980 --> 00:11:45,070 There's no system, and 448 00:11:45,130 --> 00:11:46,900 that is a real frustration. 449 00:11:46,900 --> 00:11:49,566 And that's kind of where I am trying 450 00:11:49,566 --> 00:11:53,650 to, stick to what I want to, help people 451 00:11:53,650 --> 00:11:55,383 with, yeah, be able to say no to the 452 00:11:55,383 --> 00:11:57,810 things that I can do but shouldn't do. 453 00:11:58,346 --> 00:11:59,936 and have that kind of. 454 00:12:00,188 --> 00:12:03,120 Branded transformation as opposed to. 455 00:12:03,417 --> 00:12:04,587 Services for hire, 456 00:12:04,847 --> 00:12:07,397 And part of that is narrowing the scope 457 00:12:07,457 --> 00:12:09,644 of who you think of as your ideal clients. 458 00:12:09,674 --> 00:12:09,764 Mm-hmm. 459 00:12:10,004 --> 00:12:11,684 And which problems you think of 460 00:12:11,684 --> 00:12:14,184 yourself as being best to solve. 461 00:12:14,184 --> 00:12:14,769 And I mm-hmm. 462 00:12:14,774 --> 00:12:15,204 I get it. 463 00:12:15,204 --> 00:12:16,374 That it's, it's really hard. 464 00:12:16,569 --> 00:12:18,129 For us sometimes to make that transition 465 00:12:18,129 --> 00:12:19,059 from, well, I don't wanna exclude 466 00:12:19,059 --> 00:12:20,379 anyone, I don't wanna leave anyone out. 467 00:12:20,379 --> 00:12:21,789 I don't wanna leave money on the table. 468 00:12:21,932 --> 00:12:22,922 I can totally do this. 469 00:12:22,922 --> 00:12:24,836 I could create value and when I help 470 00:12:24,836 --> 00:12:26,276 clients create a signature method, 471 00:12:26,276 --> 00:12:27,626 one of the surprising there's a whole 472 00:12:27,626 --> 00:12:29,006 stack of benefits that come out of 473 00:12:29,006 --> 00:12:30,506 it, and scalability is just one. 474 00:12:30,506 --> 00:12:32,122 But a mutual friend of ours, 475 00:12:32,152 --> 00:12:33,802 Erica Holt Hausen, I think that's 476 00:12:33,802 --> 00:12:34,897 actually how we met, and Yes. 477 00:12:34,897 --> 00:12:35,147 Mm-hmm. 478 00:12:35,147 --> 00:12:36,467 I helped her with her signature 479 00:12:36,467 --> 00:12:37,517 method and one of the. 480 00:12:37,562 --> 00:12:38,462 When I was talking to her, she 481 00:12:38,462 --> 00:12:39,452 said, you know, one of the things 482 00:12:39,452 --> 00:12:40,952 that I didn't expect is that it has 483 00:12:40,952 --> 00:12:43,112 become a strategic filter for me. 484 00:12:43,232 --> 00:12:43,352 Mm-hmm. 485 00:12:43,652 --> 00:12:45,992 Meaning that now that clarified so 486 00:12:45,992 --> 00:12:47,342 well, like who I serve and how I 487 00:12:47,342 --> 00:12:49,472 do it, and what outcomes I deliver. 488 00:12:49,472 --> 00:12:50,879 That when opportunities come up, 489 00:12:50,879 --> 00:12:52,409 when ideas come up, when referrals 490 00:12:52,409 --> 00:12:54,119 come my way or whatever, I run it 491 00:12:54,119 --> 00:12:56,219 through like, does it fit this model? 492 00:12:56,399 --> 00:12:56,609 Right. 493 00:12:56,609 --> 00:12:58,059 And if not, then. 494 00:12:58,252 --> 00:13:00,204 I'm ready to send them elsewhere 495 00:13:00,204 --> 00:13:02,004 or give them an idea to run with 496 00:13:02,004 --> 00:13:03,474 or point them to whatever I can. 497 00:13:03,554 --> 00:13:05,384 but I get it, like that transition 498 00:13:05,577 --> 00:13:06,957 is hard to make and it's completely 499 00:13:06,957 --> 00:13:08,487 natural earlier on in our business 500 00:13:08,487 --> 00:13:10,437 as experts, whatever our model is 501 00:13:10,517 --> 00:13:12,107 to want to try d serving lots of, 502 00:13:12,137 --> 00:13:13,187 we shouldn't, we should like, Hey, 503 00:13:13,217 --> 00:13:14,597 where do I create the greatest value? 504 00:13:14,597 --> 00:13:15,827 Who do I enjoy working with most? 505 00:13:15,827 --> 00:13:17,611 Who do I have the best access to? 506 00:13:17,611 --> 00:13:17,701 Right. 507 00:13:17,761 --> 00:13:19,021 And then at some point, I think 508 00:13:19,021 --> 00:13:21,121 it is important to, yeah, start. 509 00:13:21,266 --> 00:13:24,266 Shoring that in and narrowing that scope. 510 00:13:24,292 --> 00:13:26,849 and then it can really help with that. 511 00:13:26,969 --> 00:13:27,869 And it feels like a 512 00:13:27,869 --> 00:13:28,709 leap of faith sometimes. 513 00:13:28,709 --> 00:13:29,699 'cause you're like, okay, now I gotta 514 00:13:29,699 --> 00:13:31,709 go all in on that and hope it brings in 515 00:13:31,709 --> 00:13:34,852 enough leads and high enough, command 516 00:13:34,852 --> 00:13:36,382 high enough prices to make what I need. 517 00:13:36,382 --> 00:13:37,192 All all the things that 518 00:13:37,192 --> 00:13:37,942 we worry about, right? 519 00:13:38,062 --> 00:13:38,152 Yes. 520 00:13:38,182 --> 00:13:38,272 Mm-hmm. 521 00:13:38,512 --> 00:13:39,267 But, um, so I get it. 522 00:13:39,267 --> 00:13:41,014 But that is a, critical shift to make. 523 00:13:41,171 --> 00:13:41,471 Yeah. 524 00:13:41,531 --> 00:13:41,711 Yeah. 525 00:13:41,711 --> 00:13:43,661 I feel like I'm on the precipice of 526 00:13:43,661 --> 00:13:46,001 something, but I can't quite, yeah. 527 00:13:46,061 --> 00:13:46,271 Like, 528 00:13:47,441 --> 00:13:49,001 do But, I'm getting there, you know, every 529 00:13:49,001 --> 00:13:50,687 time something comes in that's not the 530 00:13:50,687 --> 00:13:52,007 right fit and you're like, I will never 531 00:13:52,007 --> 00:13:54,117 do that again, so I might just be right. 532 00:13:54,207 --> 00:13:55,527 A process of elimination, 533 00:13:56,247 --> 00:13:56,397 right? 534 00:13:56,937 --> 00:13:58,737 I'm like, okay, I'm not doing that again. 535 00:13:58,787 --> 00:13:58,967 Yeah, 536 00:13:59,867 --> 00:14:00,827 and that is some of it like 537 00:14:00,827 --> 00:14:02,057 process of elimination and 538 00:14:02,057 --> 00:14:03,197 like, oh, that wasn't good. 539 00:14:03,197 --> 00:14:05,207 So what are the filter criteria I can 540 00:14:05,207 --> 00:14:07,517 use in the future to get myself to say 541 00:14:07,517 --> 00:14:09,797 no or recognize it when it, it comes up? 542 00:14:09,847 --> 00:14:10,716 but I'll say, you know, from the 543 00:14:10,716 --> 00:14:12,096 outside, you've figured out how to 544 00:14:12,136 --> 00:14:14,386 deliver interesting and valuable ideas. 545 00:14:14,386 --> 00:14:15,886 I tune into your email newsletter 546 00:14:15,916 --> 00:14:17,479 in your live streams and stuff, 547 00:14:17,479 --> 00:14:18,679 so you've got that dialed in. 548 00:14:18,679 --> 00:14:18,889 But Yeah. 549 00:14:18,889 --> 00:14:20,149 Isn't it funny that then sometimes on 550 00:14:20,149 --> 00:14:21,349 the inside there's just still like, 551 00:14:21,409 --> 00:14:23,149 oh, I'm trying to, like, I'm so close. 552 00:14:23,149 --> 00:14:23,689 But what is that? 553 00:14:24,334 --> 00:14:24,754 Thing. 554 00:14:24,896 --> 00:14:26,266 I have no doubt that you'll figure it out. 555 00:14:26,596 --> 00:14:26,986 Very good. 556 00:14:26,986 --> 00:14:27,466 Very good. 557 00:14:27,672 --> 00:14:29,442 So, let's talk about your business. 558 00:14:29,442 --> 00:14:32,582 So we know you started back 2005 559 00:14:32,582 --> 00:14:33,819 with your podcast, but you've 560 00:14:33,819 --> 00:14:35,349 evolved to where you are today. 561 00:14:35,349 --> 00:14:36,789 Tell us about that evolution 562 00:14:36,789 --> 00:14:38,416 and how you have developed. 563 00:14:38,557 --> 00:14:39,822 Your signature method 564 00:14:39,822 --> 00:14:40,742 helping other people. 565 00:14:40,742 --> 00:14:40,942 Yeah. 566 00:14:40,942 --> 00:14:41,822 Like their signature method. 567 00:14:42,787 --> 00:14:43,357 Yeah, sure. 568 00:14:43,357 --> 00:14:44,946 I mean, speaking of trying a lot of 569 00:14:44,946 --> 00:14:45,846 things out, I mean, there've been so 570 00:14:45,846 --> 00:14:47,406 many breadcrumbs over my, like two 571 00:14:47,406 --> 00:14:49,086 decades of being an entrepreneur. 572 00:14:49,086 --> 00:14:50,166 We talked about how I got my start 573 00:14:50,166 --> 00:14:51,743 in podcasting, you know, that was a 574 00:14:51,743 --> 00:14:54,084 good fit for, had technical skills as 575 00:14:54,084 --> 00:14:55,974 a former programmer, and I had audio 576 00:14:55,974 --> 00:14:57,864 skills as a former musician, and I. 577 00:14:57,994 --> 00:14:59,914 have teaching skills in my 578 00:14:59,944 --> 00:15:01,684 DNA and background and right. 579 00:15:01,684 --> 00:15:02,711 And so it's like figuring out 580 00:15:02,711 --> 00:15:03,851 like where you create that best 581 00:15:03,851 --> 00:15:04,811 value and it's like mm-hmm. 582 00:15:05,098 --> 00:15:06,168 From podcasting and that 583 00:15:06,168 --> 00:15:07,398 business that took off for 10 584 00:15:07,398 --> 00:15:08,568 years, like that was wonderful. 585 00:15:08,568 --> 00:15:09,588 And I helped a lot of people. 586 00:15:09,728 --> 00:15:10,954 People wanted to get out of a job 587 00:15:10,954 --> 00:15:12,304 and start something meaningful, like 588 00:15:12,304 --> 00:15:13,834 make that shift and really ultimately 589 00:15:13,834 --> 00:15:15,064 figure out what they wanted in life. 590 00:15:15,064 --> 00:15:15,394 Right. 591 00:15:15,516 --> 00:15:17,139 And then at some point, like that 592 00:15:17,139 --> 00:15:19,719 container for my strengths, my strengths 593 00:15:19,719 --> 00:15:22,399 of like, taking ideas and, organizing 594 00:15:22,399 --> 00:15:23,629 them, whether to teach them myself 595 00:15:23,629 --> 00:15:25,017 or help others do that on their own. 596 00:15:25,157 --> 00:15:26,357 I was like, okay, something needs to shift 597 00:15:26,357 --> 00:15:28,667 'cause this isn't doing it for me anymore. 598 00:15:28,667 --> 00:15:31,324 And so about 10 years ago I started 599 00:15:31,501 --> 00:15:33,181 doing a little bit more exploration. 600 00:15:33,181 --> 00:15:34,831 I went back into consulting to see 601 00:15:34,831 --> 00:15:36,541 where I created the best value and 602 00:15:36,541 --> 00:15:37,801 that's where I made a shift eventually 603 00:15:37,801 --> 00:15:39,601 to work with coaches and consultants. 604 00:15:39,606 --> 00:15:41,066 I wanted to apply all my knowledge 605 00:15:41,066 --> 00:15:42,716 and experience to, again, people with 606 00:15:42,716 --> 00:15:43,946 important ideas that needed to get 607 00:15:43,946 --> 00:15:45,486 them out there and move away from 608 00:15:45,516 --> 00:15:46,926 working with your beginners, which 609 00:15:46,926 --> 00:15:48,696 was fun, but I needed the challenge 610 00:15:48,851 --> 00:15:50,366 and I needed to get out of the like. 611 00:15:50,519 --> 00:15:51,976 You can make money online business. 612 00:15:51,976 --> 00:15:52,516 'cause then that's what 613 00:15:52,516 --> 00:15:53,266 it was turning into. 614 00:15:53,266 --> 00:15:53,986 It was so noisy. 615 00:15:53,986 --> 00:15:54,896 I'm like, I'm not gonna 616 00:15:54,896 --> 00:15:55,826 market in that anymore. 617 00:15:55,826 --> 00:15:56,396 I don't want to. 618 00:15:56,566 --> 00:15:58,066 So I guess, know, one of the 619 00:15:58,066 --> 00:15:59,296 points I'm making is like, yeah. 620 00:15:59,296 --> 00:16:00,466 I think we come in and out of 621 00:16:00,466 --> 00:16:02,280 that exploration at times too. 622 00:16:02,280 --> 00:16:03,630 And so, like, I've had a signature 623 00:16:03,630 --> 00:16:05,393 method for launching a business 624 00:16:05,393 --> 00:16:07,133 podcast and that's for a while I was a 625 00:16:07,133 --> 00:16:08,573 consultant that helped people do that. 626 00:16:08,693 --> 00:16:08,843 Mm-hmm. 627 00:16:09,143 --> 00:16:10,436 Oh 5, 0 6, 0 7, know, and then 628 00:16:10,436 --> 00:16:11,756 I've had signature method for. 629 00:16:11,930 --> 00:16:13,580 How to figure out what your 630 00:16:13,580 --> 00:16:14,630 business is when you've never 631 00:16:14,630 --> 00:16:16,070 started a business before, right? 632 00:16:16,075 --> 00:16:16,155 Mm-hmm. 633 00:16:16,160 --> 00:16:16,170 Mm-hmm. 634 00:16:16,400 --> 00:16:17,960 Well, now I have signature methods 635 00:16:17,960 --> 00:16:19,610 for like, how do you organize 636 00:16:19,660 --> 00:16:21,430 your ip, your knowledge and 637 00:16:21,430 --> 00:16:22,750 how do you communicate it best? 638 00:16:22,800 --> 00:16:24,378 but inside of that, like, you know, 639 00:16:24,378 --> 00:16:25,878 the strengths are the through line. 640 00:16:25,878 --> 00:16:27,378 And whether we're like showing up as a 641 00:16:27,378 --> 00:16:29,328 lawyer who's got billable hours or as 642 00:16:29,328 --> 00:16:31,088 somebody with a podcast who I've learned 643 00:16:31,088 --> 00:16:32,498 over time that where I create really 644 00:16:32,498 --> 00:16:34,808 great value is I'm a good systems thinker. 645 00:16:34,808 --> 00:16:36,338 I'm good at helping people zoom in and 646 00:16:36,338 --> 00:16:38,708 zoom out when they need to pick the golden 647 00:16:38,708 --> 00:16:41,215 nuggets out of what they are creating to 648 00:16:41,215 --> 00:16:42,585 realize, no, this is one of the things 649 00:16:42,585 --> 00:16:43,935 you need to double down on and really 650 00:16:43,935 --> 00:16:46,101 bring forward and highlight, one of the 651 00:16:46,251 --> 00:16:47,421 things I'll say is sometimes, like my 652 00:16:47,421 --> 00:16:49,498 clients show up with this beautiful mess 653 00:16:49,498 --> 00:16:51,468 of assets and by that I mean like they 654 00:16:51,468 --> 00:16:52,668 might have written a book, you know, and 655 00:16:52,668 --> 00:16:54,018 they're proud of that book, and then like 656 00:16:54,051 --> 00:16:55,728 they do some speaking over here and their 657 00:16:55,728 --> 00:16:57,558 site has a bunch of content on it and 658 00:16:57,558 --> 00:16:58,970 they've got different opportunities and 659 00:16:58,970 --> 00:17:00,343 all this stuff, all this content, all this 660 00:17:00,513 --> 00:17:01,743 they just haven't figured out how to like 661 00:17:01,743 --> 00:17:03,753 really snap it together into like mm-hmm. 662 00:17:03,993 --> 00:17:05,673 This is the business model and 663 00:17:05,673 --> 00:17:06,633 approach to your career that's 664 00:17:06,633 --> 00:17:08,118 gonna take you where you want to. 665 00:17:08,178 --> 00:17:08,598 Mm-hmm. 666 00:17:08,878 --> 00:17:09,058 Go. 667 00:17:09,058 --> 00:17:09,148 Mm-hmm. 668 00:17:09,516 --> 00:17:11,500 And so I like bringing that, order 669 00:17:11,500 --> 00:17:13,500 and That shine as much as it can. 670 00:17:13,650 --> 00:17:13,740 Mm-hmm. 671 00:17:13,805 --> 00:17:14,855 And so that's what's always 672 00:17:14,855 --> 00:17:16,785 been inside of, my approach. 673 00:17:16,785 --> 00:17:17,865 Whether my signature method is 674 00:17:17,865 --> 00:17:19,515 called this or that, or, is aimed 675 00:17:19,515 --> 00:17:21,075 at this audience or that audience. 676 00:17:21,231 --> 00:17:21,921 hopefully I'm kind of 677 00:17:21,921 --> 00:17:22,551 answering your question. 678 00:17:22,551 --> 00:17:22,611 Yeah. 679 00:17:22,611 --> 00:17:23,941 But that's one important thing, I think. 680 00:17:23,941 --> 00:17:24,031 Mm-hmm. 681 00:17:24,271 --> 00:17:25,703 Just speaking of my journey 682 00:17:25,703 --> 00:17:26,783 and where I've come and mm-hmm. 683 00:17:27,023 --> 00:17:27,928 The, the most recent iteration, 684 00:17:27,928 --> 00:17:28,763 it's funny, it's like every 685 00:17:28,763 --> 00:17:31,496 decade is now with ai. 686 00:17:31,621 --> 00:17:32,740 It's kind of like when I found 687 00:17:32,740 --> 00:17:34,270 podcasting and dove into that. 688 00:17:34,270 --> 00:17:35,635 There's like a unique 689 00:17:35,635 --> 00:17:36,525 convergence right now. 690 00:17:36,555 --> 00:17:38,055 I think of my knowledge, a Venn 691 00:17:38,055 --> 00:17:39,855 diagram of everything I've been doing 692 00:17:39,855 --> 00:17:42,288 with clients for 20 years now, being 693 00:17:42,288 --> 00:17:44,358 able to infuse AI into that, both in 694 00:17:44,358 --> 00:17:45,798 serving my clients, but helping them. 695 00:17:46,228 --> 00:17:47,835 To leverage it responsibly. 696 00:17:48,055 --> 00:17:48,145 Mm-hmm. 697 00:17:48,385 --> 00:17:49,495 Hopefully, ethically, there's 698 00:17:49,495 --> 00:17:50,875 lots for us to figure out, but 699 00:17:50,875 --> 00:17:53,685 also powerfully, again, to package 700 00:17:53,685 --> 00:17:55,702 and communicate and deliver Yeah. 701 00:17:55,732 --> 00:17:57,022 Their ideas at scale. 702 00:17:57,022 --> 00:17:58,642 And so that's where I'm headed next. 703 00:17:58,642 --> 00:18:00,802 And so my signature methods are adapting 704 00:18:00,862 --> 00:18:03,992 a bit now to like, bring in, AI as well. 705 00:18:04,778 --> 00:18:06,127 now we are converging there. 706 00:18:06,127 --> 00:18:07,773 I mean, as a copyright lawyer 707 00:18:07,773 --> 00:18:09,243 'cause I'm not all the other types 708 00:18:09,243 --> 00:18:11,373 of ip, I'm a copyright lawyer and 709 00:18:11,373 --> 00:18:13,570 with the issues involving using 710 00:18:13,570 --> 00:18:15,385 AI being copyright issues mm-hmm. 711 00:18:15,483 --> 00:18:18,650 It kind of pulled me in and it surprised, 712 00:18:18,650 --> 00:18:20,560 you know, again, I'm a proud Luddite, 713 00:18:20,637 --> 00:18:21,747 but I'm like, there's no light. 714 00:18:21,747 --> 00:18:23,337 When I first heard about ai. 715 00:18:23,559 --> 00:18:25,209 and it was in the context of doing 716 00:18:25,209 --> 00:18:26,499 a continuing legal education. 717 00:18:26,499 --> 00:18:27,879 I just needed some hours 718 00:18:28,059 --> 00:18:29,799 this popped up as available. 719 00:18:29,896 --> 00:18:32,829 I'll listen to this CLE about AI 720 00:18:32,829 --> 00:18:34,896 while I'm checking email, and I'm just 721 00:18:34,896 --> 00:18:36,306 listening just three years ago, I guess. 722 00:18:36,539 --> 00:18:37,589 and then they started talking about 723 00:18:37,589 --> 00:18:38,969 chat, GPT, and I can do this and that. 724 00:18:38,969 --> 00:18:39,743 I'm like, what? 725 00:18:40,739 --> 00:18:42,846 and then I dove in and then that was it. 726 00:18:43,019 --> 00:18:43,919 Originally, I'm like, well, 727 00:18:43,919 --> 00:18:45,269 it's changing so fast. 728 00:18:45,486 --> 00:18:49,626 How can I kind of stay ahead of it? 729 00:18:49,626 --> 00:18:50,569 Like I can't stay ahead of 730 00:18:50,599 --> 00:18:51,868 it, but I can stay ahead of. 731 00:18:52,176 --> 00:18:53,736 Everyone else, like, you know? 732 00:18:53,736 --> 00:18:53,886 Right. 733 00:18:53,886 --> 00:18:54,726 You sure? 734 00:18:55,431 --> 00:18:55,746 Right, right. 735 00:18:55,746 --> 00:18:57,589 Like, I'm not in it, but I can be 736 00:18:57,589 --> 00:19:00,659 the interpreter between, using AI and 737 00:19:00,659 --> 00:19:02,789 the legal issues regarding using ai. 738 00:19:02,794 --> 00:19:02,952 Yeah. 739 00:19:02,952 --> 00:19:04,302 yeah, so that's been an 740 00:19:04,302 --> 00:19:05,922 interesting journey as well. 741 00:19:06,012 --> 00:19:09,012 And falling in love with AI, frankly. 742 00:19:09,244 --> 00:19:09,394 awesome. 743 00:19:09,624 --> 00:19:09,914 Yeah. 744 00:19:09,919 --> 00:19:10,529 Yeah, yeah. 745 00:19:10,619 --> 00:19:11,279 Exactly. 746 00:19:11,439 --> 00:19:13,996 So you mentioned that, know, you didn't 747 00:19:13,996 --> 00:19:16,456 want to work with kind of the beginners as 748 00:19:16,456 --> 00:19:17,716 much anymore, or you're not working with 749 00:19:17,716 --> 00:19:19,709 them what stage of development are your 750 00:19:19,709 --> 00:19:21,329 clients typically when they come to you? 751 00:19:21,536 --> 00:19:22,586 I mean, I typically don't say like, 752 00:19:22,616 --> 00:19:24,386 oh, they have to have been in business 753 00:19:24,386 --> 00:19:25,796 for X amount of years or whatever. 754 00:19:25,796 --> 00:19:27,626 'cause like everyone's, different and, 755 00:19:27,656 --> 00:19:28,706 I've worked with people who are like 756 00:19:28,706 --> 00:19:30,236 recently outta corporate and going into 757 00:19:30,236 --> 00:19:31,976 consulting and like very quickly are in 758 00:19:31,976 --> 00:19:33,626 a place where I can absolutely help them. 759 00:19:33,686 --> 00:19:33,776 Mm-hmm. 760 00:19:34,076 --> 00:19:35,486 Given what they have to work with. 761 00:19:35,486 --> 00:19:37,526 So what I usually tell people is that 762 00:19:37,749 --> 00:19:40,136 the people that I can help best are. 763 00:19:40,272 --> 00:19:41,512 They already have a pretty good 764 00:19:41,512 --> 00:19:42,712 idea of who they serve best. 765 00:19:42,712 --> 00:19:44,032 I mean, there's always some cleanup. 766 00:19:44,032 --> 00:19:45,232 I mean, even people who have been doing 767 00:19:45,232 --> 00:19:46,342 business a long time, there's always 768 00:19:46,342 --> 00:19:47,392 some cleanup, but let's make sure 769 00:19:47,392 --> 00:19:48,562 we're really clear about who your ideal 770 00:19:48,562 --> 00:19:49,852 client is, what's going on in their 771 00:19:49,852 --> 00:19:51,262 mind and what language they're using. 772 00:19:51,402 --> 00:19:53,082 But you need to like, know how to 773 00:19:53,082 --> 00:19:55,183 deliver value and results to them. 774 00:19:55,188 --> 00:19:55,327 Mm-hmm. 775 00:19:55,452 --> 00:19:56,944 Like we all go through our growth period 776 00:19:56,944 --> 00:19:59,394 of like finding our expertise and figuring 777 00:19:59,394 --> 00:20:01,694 out how we can dependably deliver great 778 00:20:01,694 --> 00:20:03,404 results to the clients that we serve. 779 00:20:03,634 --> 00:20:04,941 But yeah, if you haven't crossed 780 00:20:04,941 --> 00:20:06,561 that bridge yet, then I could still 781 00:20:06,561 --> 00:20:07,761 help, but like, you know, I've chosen 782 00:20:07,761 --> 00:20:09,907 where I focus my efforts on, hey, you 783 00:20:09,907 --> 00:20:12,817 already know you deliver great value. 784 00:20:12,967 --> 00:20:14,274 You just know that, again, like the 785 00:20:14,274 --> 00:20:15,774 model needs to shift or you need 786 00:20:15,774 --> 00:20:17,574 to extract yourself from some parts 787 00:20:17,574 --> 00:20:19,344 and focus yourself more on others. 788 00:20:19,344 --> 00:20:20,964 And you're just not sure how to make that 789 00:20:20,964 --> 00:20:22,914 shift or what systems to put in place or 790 00:20:22,914 --> 00:20:25,314 what bottleneck is, needs to be removed. 791 00:20:25,503 --> 00:20:27,033 You're serving clients consistently, 792 00:20:27,033 --> 00:20:28,323 making some, some money. 793 00:20:28,323 --> 00:20:28,653 Yes. 794 00:20:28,653 --> 00:20:29,973 There's still maybe boom and 795 00:20:29,973 --> 00:20:31,413 bust cycles in your business 796 00:20:31,413 --> 00:20:32,823 like we all have going on. 797 00:20:32,930 --> 00:20:34,920 but you're at that precipice, that 798 00:20:34,920 --> 00:20:36,658 inflection point that, um, Maybe a 799 00:20:36,658 --> 00:20:38,158 transition or you just, you're feeling 800 00:20:38,158 --> 00:20:39,455 that ceiling And now you're like, 801 00:20:39,455 --> 00:20:41,105 okay, I need somebody to help shine 802 00:20:41,105 --> 00:20:43,475 a light on which direction to go now. 803 00:20:43,475 --> 00:20:45,778 And so that's, that's how I describe, 804 00:20:45,828 --> 00:20:47,372 it's a little harder sometimes if you like 805 00:20:47,372 --> 00:20:49,142 said in one sentence, who do you serve? 806 00:20:49,142 --> 00:20:50,732 You know, like experience coaches and 807 00:20:50,732 --> 00:20:51,872 consultants who are delivering great 808 00:20:51,872 --> 00:20:53,282 results to their, their clients, but 809 00:20:53,282 --> 00:20:54,602 want to do it at a bigger scale, I guess 810 00:20:54,602 --> 00:20:56,312 would be the short version of that. 811 00:20:56,472 --> 00:20:57,434 but that's how I think of it. 812 00:20:57,628 --> 00:20:57,898 Yeah. 813 00:20:57,898 --> 00:21:00,898 You know where I find trouble is, and this 814 00:21:00,898 --> 00:21:03,905 is from an IP perspective, is coaches who 815 00:21:03,905 --> 00:21:05,825 have a bunch of certifications and they're 816 00:21:05,825 --> 00:21:07,925 using a bunch of third party materials, 817 00:21:08,158 --> 00:21:10,168 and so they don't actually own anything. 818 00:21:10,168 --> 00:21:10,258 Mm-hmm. 819 00:21:10,618 --> 00:21:12,058 And I'm like, I don't know. 820 00:21:12,267 --> 00:21:16,533 How to help you create a protectable work, 821 00:21:16,797 --> 00:21:17,067 right. 822 00:21:17,547 --> 00:21:19,107 If you don't own anything, you know? 823 00:21:19,107 --> 00:21:21,187 And so how do you, like, do you come 824 00:21:21,187 --> 00:21:23,440 across that and how do you help them 825 00:21:23,440 --> 00:21:25,030 kind of create a signature method out 826 00:21:25,030 --> 00:21:27,140 of, a bunch of assessments that they got 827 00:21:27,140 --> 00:21:28,997 from, you know, the other places and, 828 00:21:29,267 --> 00:21:29,957 yeah. 829 00:21:29,957 --> 00:21:30,407 Right. 830 00:21:30,407 --> 00:21:30,707 Yeah. 831 00:21:30,780 --> 00:21:32,274 This is a really, Good question. 832 00:21:32,274 --> 00:21:33,321 And, a couple of things. 833 00:21:33,331 --> 00:21:34,771 I think there are different types of 834 00:21:34,771 --> 00:21:37,171 coaches and some will be happy to, 835 00:21:37,211 --> 00:21:40,258 go and certify in Donald Miller's 836 00:21:40,258 --> 00:21:43,648 story, brand system and just is gonna 837 00:21:43,648 --> 00:21:45,478 be really good at helping apply that 838 00:21:45,478 --> 00:21:47,158 to all kinds of, clients and they're 839 00:21:47,158 --> 00:21:49,018 happy to have learned that and just. 840 00:21:49,154 --> 00:21:51,734 Be a purveyor of that awesome system. 841 00:21:51,864 --> 00:21:53,234 And then I think there are some who just 842 00:21:53,234 --> 00:21:54,794 feel a little more driven to like, nah, I 843 00:21:54,794 --> 00:21:57,254 wanna like add something to my industry. 844 00:21:57,254 --> 00:21:59,354 I want to leave a legacy, or 845 00:21:59,354 --> 00:22:00,614 I want to, you know, whatever, 846 00:22:00,614 --> 00:22:02,324 you know is, is driving them. 847 00:22:02,464 --> 00:22:05,741 And so I think sort of naturally, I think. 848 00:22:05,944 --> 00:22:09,094 I tend to attract, at least the ones 849 00:22:09,094 --> 00:22:10,084 who approach to work me a little 850 00:22:10,084 --> 00:22:11,609 more the the latter and mm-hmm. 851 00:22:11,689 --> 00:22:12,904 And they are realizing, Hey, I've 852 00:22:12,904 --> 00:22:14,074 been doing this for a while and 853 00:22:14,074 --> 00:22:15,754 yes, I've synthesized and learned 854 00:22:15,754 --> 00:22:17,104 a lot, but I really have something 855 00:22:17,104 --> 00:22:19,024 unique to how I'm doing this now. 856 00:22:19,174 --> 00:22:20,791 Now, of course, I mean there's all 857 00:22:20,791 --> 00:22:22,951 kinds of tools that I'll refer to. 858 00:22:23,371 --> 00:22:25,601 I'll talk about, Dan Sullivan's unique 859 00:22:25,601 --> 00:22:27,461 ability, you know, from Strategic Coach. 860 00:22:27,461 --> 00:22:28,571 And that's an amazing, anyway, 861 00:22:28,571 --> 00:22:29,974 but when I'm suggesting that 862 00:22:29,974 --> 00:22:31,684 clients, I'm very much saying like. 863 00:22:31,768 --> 00:22:34,101 Hey, it's his thing and I recommend 864 00:22:34,191 --> 00:22:35,751 getting this book, or I'm gonna buy it 865 00:22:35,751 --> 00:22:37,394 for you and we're gonna gonna, I'll help 866 00:22:37,394 --> 00:22:38,761 you go through the process know, but a 867 00:22:38,761 --> 00:22:41,041 lot of what I'm helping them do is figure 868 00:22:41,041 --> 00:22:43,411 out what have they managed to synthesize 869 00:22:43,411 --> 00:22:45,804 from just what's best practices and. 870 00:22:46,064 --> 00:22:46,154 Right. 871 00:22:46,258 --> 00:22:47,338 I guess common knowledge 872 00:22:47,338 --> 00:22:48,731 maybe for a lack of better. 873 00:22:48,888 --> 00:22:50,358 and where the trick comes in is that 874 00:22:50,358 --> 00:22:51,258 sometimes people feel, well, there's 875 00:22:51,258 --> 00:22:53,088 nothing special about what I do. 876 00:22:53,088 --> 00:22:54,768 Like I think every expert like me 877 00:22:54,768 --> 00:22:56,677 knows that you need to do AB and 878 00:22:56,677 --> 00:22:58,886 C and avoid de and f or whatever. 879 00:22:58,886 --> 00:22:59,097 Mm-hmm. 880 00:22:59,154 --> 00:23:00,444 that might be true to a 881 00:23:00,444 --> 00:23:01,764 degree, but look like. 882 00:23:01,927 --> 00:23:03,787 you still again, have like a different, 883 00:23:03,894 --> 00:23:06,564 perspective approach, set of values. 884 00:23:06,564 --> 00:23:06,654 Mm-hmm. 885 00:23:06,691 --> 00:23:08,471 there are some people that I'm not the 886 00:23:08,471 --> 00:23:10,451 right fit to help them with marketing. 887 00:23:10,451 --> 00:23:12,191 'cause they just wanna be a lot more like 888 00:23:12,191 --> 00:23:13,751 go, go, go and like, whatever, you know? 889 00:23:13,751 --> 00:23:14,687 And, then there's people I 890 00:23:14,687 --> 00:23:15,797 attract 'cause they're like, ooh. 891 00:23:16,057 --> 00:23:17,317 Chase market's different. 892 00:23:17,317 --> 00:23:19,297 It doesn't feel so pushy. 893 00:23:19,297 --> 00:23:20,727 It it feels more organic. 894 00:23:20,727 --> 00:23:21,447 It feels more, mm-hmm. 895 00:23:21,687 --> 00:23:22,737 You know, and so they like to 896 00:23:22,737 --> 00:23:23,937 come and learn marketing from me 897 00:23:23,937 --> 00:23:25,731 because that's how I want to market. 898 00:23:25,731 --> 00:23:28,117 So that's where like knowing who you serve 899 00:23:28,117 --> 00:23:29,527 and what they're looking for and what they 900 00:23:29,527 --> 00:23:31,957 value, and then packaging and delivering 901 00:23:31,957 --> 00:23:33,457 and communicating in a way that's not 902 00:23:33,457 --> 00:23:34,867 only relevant to what they need, but 903 00:23:34,867 --> 00:23:36,537 resonant in a way where they're like, 904 00:23:36,537 --> 00:23:38,607 you're the person that I want to help me. 905 00:23:38,607 --> 00:23:39,927 I don't want just to. 906 00:23:40,077 --> 00:23:42,519 Have a great, website and messaging. 907 00:23:42,729 --> 00:23:44,116 I want somebody who. 908 00:23:44,752 --> 00:23:46,552 Is like steeped in this 909 00:23:46,552 --> 00:23:47,797 philosophy of mm-hmm. 910 00:23:47,882 --> 00:23:49,132 Of doing those things. 911 00:23:49,286 --> 00:23:50,216 and so that's where I like to 912 00:23:50,216 --> 00:23:51,746 try to help pull out like what 913 00:23:51,746 --> 00:23:53,336 is unique about their voice. 914 00:23:53,606 --> 00:23:53,696 Mm-hmm. 915 00:23:53,936 --> 00:23:55,496 What are they doing that maybe others 916 00:23:55,496 --> 00:23:57,806 aren't doing, or how can we position it 917 00:23:57,806 --> 00:23:59,066 because there's something that they're 918 00:23:59,066 --> 00:24:00,656 saying that's not the common knowledge. 919 00:24:00,656 --> 00:24:02,546 They might not be the only one saying it. 920 00:24:02,551 --> 00:24:02,831 Mm-hmm. 921 00:24:02,951 --> 00:24:04,256 But it's not, you know, it hasn't 922 00:24:04,256 --> 00:24:05,426 become the common knowledge in 923 00:24:05,426 --> 00:24:06,806 their industry and they've got like. 924 00:24:07,031 --> 00:24:09,011 A contrarian view or like, Hey, this 925 00:24:09,011 --> 00:24:10,361 is, we really need to go in this 926 00:24:10,361 --> 00:24:12,251 direction 'cause it's not serving 927 00:24:12,251 --> 00:24:13,661 us anymore the way we used to do it. 928 00:24:13,661 --> 00:24:15,071 And that's exciting to help somebody Yes. 929 00:24:15,264 --> 00:24:17,274 Own that message and push it forward. 930 00:24:17,429 --> 00:24:18,629 that's in there if you are that 931 00:24:18,629 --> 00:24:19,829 type of coach that wants to go that 932 00:24:19,829 --> 00:24:21,059 direction and nothing wrong with 933 00:24:21,059 --> 00:24:22,499 being like, I've got my certifications 934 00:24:22,499 --> 00:24:24,566 and I've got my licenses and mm-hmm. 935 00:24:24,806 --> 00:24:26,336 I mean, I got started doing 936 00:24:26,336 --> 00:24:27,476 that kind of stuff too. 937 00:24:27,716 --> 00:24:29,366 Licensing other people's stuff so. 938 00:24:29,631 --> 00:24:29,871 Yeah. 939 00:24:30,021 --> 00:24:30,531 That's great. 940 00:24:30,659 --> 00:24:32,017 Well, speaking of how you work, tell 941 00:24:32,017 --> 00:24:33,997 me how do you work with your clients? 942 00:24:33,997 --> 00:24:35,407 What is your preferred method 943 00:24:35,407 --> 00:24:36,307 of working with clients? 944 00:24:36,531 --> 00:24:38,864 Yeah, so, in terms of like the container 945 00:24:38,864 --> 00:24:41,054 that it takes, it's either I have, 946 00:24:41,084 --> 00:24:43,377 a group program and that's, Built 947 00:24:43,377 --> 00:24:45,154 to be very like directional towards 948 00:24:45,154 --> 00:24:47,414 getting, scaling and fixing their 949 00:24:47,414 --> 00:24:48,914 business model and optimizing it. 950 00:24:49,064 --> 00:24:50,617 And sometimes people, they'll be in 951 00:24:50,617 --> 00:24:52,117 that program for six months, sometimes 952 00:24:52,117 --> 00:24:54,051 two years, not because, you know, I've 953 00:24:54,051 --> 00:24:55,491 made them dependent on me because we 954 00:24:55,491 --> 00:24:56,872 just keep finding more things mm-hmm. 955 00:24:56,878 --> 00:24:57,526 That we can do, right? 956 00:24:57,526 --> 00:24:57,726 Mm-hmm. 957 00:24:57,806 --> 00:24:59,396 And then I'll do a bit of one-on-one. 958 00:24:59,396 --> 00:25:01,016 Now I limit that because, 959 00:25:01,046 --> 00:25:02,696 I want to scale my impact. 960 00:25:02,696 --> 00:25:02,786 Right. 961 00:25:02,786 --> 00:25:04,556 I do like a limited amount of that. 962 00:25:05,073 --> 00:25:06,032 And you know, the cool thing is 963 00:25:06,032 --> 00:25:07,172 like whether you're in the group 964 00:25:07,172 --> 00:25:09,032 container or in this one-on-one 965 00:25:09,032 --> 00:25:10,712 extended or even a like, Hey, I 966 00:25:10,712 --> 00:25:11,672 just need this one thing done. 967 00:25:11,672 --> 00:25:13,142 Can I work with you for a month, Jason 968 00:25:13,142 --> 00:25:15,572 Container that I'm plucking out the 969 00:25:15,572 --> 00:25:18,479 piece of my model and the bits of 970 00:25:18,479 --> 00:25:19,949 my frameworks that are relevant to 971 00:25:19,949 --> 00:25:21,659 them, and I'm able to very quickly, 972 00:25:21,836 --> 00:25:23,516 cause I've got these modules, snap 'em 973 00:25:23,516 --> 00:25:26,026 together in a way that feels, structured 974 00:25:26,026 --> 00:25:27,694 but still, customized to mm-hmm. 975 00:25:27,779 --> 00:25:28,329 To them. 976 00:25:28,329 --> 00:25:29,559 So they feel like I, you know, 977 00:25:29,559 --> 00:25:31,426 we're hanging on a lattice work. 978 00:25:31,817 --> 00:25:33,167 Their vision, strengths, 979 00:25:33,167 --> 00:25:34,577 goals, and so forth. 980 00:25:34,697 --> 00:25:34,776 Mm-hmm. 981 00:25:34,776 --> 00:25:36,471 and that's how I try to help my clients 982 00:25:36,471 --> 00:25:38,791 to think about their work as well. 983 00:25:38,964 --> 00:25:39,054 Mm-hmm. 984 00:25:39,111 --> 00:25:40,101 so I always say, when you come to work 985 00:25:40,101 --> 00:25:41,541 with me, you're getting an action plan. 986 00:25:41,541 --> 00:25:42,731 I. I'm helping you do that. 987 00:25:42,731 --> 00:25:44,111 Zoom in, zoom out, strategize, okay, 988 00:25:44,111 --> 00:25:45,551 here's the thing we need to focus 989 00:25:45,551 --> 00:25:46,751 on to get you where you want to go. 990 00:25:46,977 --> 00:25:48,957 Then I'm like, here are tools and 991 00:25:48,957 --> 00:25:50,817 templates because I've created 992 00:25:50,817 --> 00:25:52,497 these and refined them over years. 993 00:25:52,557 --> 00:25:53,847 This is my framework that's gonna help 994 00:25:53,847 --> 00:25:55,347 you do that thing we just identified. 995 00:25:55,347 --> 00:25:56,552 I. Whether that's a set of 996 00:25:56,552 --> 00:25:57,932 worksheets or a process, whatever. 997 00:25:57,932 --> 00:25:58,022 Mm-hmm. 998 00:25:58,459 --> 00:26:00,572 And then support, and it's like you're 999 00:26:00,572 --> 00:26:01,712 on the phone with me or in these 1000 00:26:01,712 --> 00:26:03,572 group calls or email access to get the 1001 00:26:03,572 --> 00:26:05,162 guidance and feedback that you need. 1002 00:26:05,162 --> 00:26:08,149 And that support piece varies depending 1003 00:26:08,149 --> 00:26:09,709 on like, which container you've signed 1004 00:26:09,709 --> 00:26:11,059 up for and how that's, you know, your 1005 00:26:11,059 --> 00:26:12,719 budget and what you decided you need. 1006 00:26:12,891 --> 00:26:14,859 But it's very easy for me to have 1007 00:26:14,859 --> 00:26:16,556 those different containers because 1008 00:26:16,556 --> 00:26:18,446 it's still all foundationally. 1009 00:26:18,594 --> 00:26:21,457 built around how I have modularized 1010 00:26:21,457 --> 00:26:23,137 my intellectual property, my 1011 00:26:23,137 --> 00:26:24,757 ip, my expert, my expertise. 1012 00:26:24,981 --> 00:26:25,791 That's fantastic. 1013 00:26:25,791 --> 00:26:26,511 I love that. 1014 00:26:26,677 --> 00:26:27,907 another thing that I'm struggling with, 1015 00:26:28,507 --> 00:26:31,147 which is that I've had kind of pieces, 1016 00:26:31,147 --> 00:26:32,958 you know, I have kind of a process to go 1017 00:26:32,958 --> 00:26:34,848 through to get to the point where you have 1018 00:26:34,848 --> 00:26:36,651 all your intellectual property protected. 1019 00:26:36,651 --> 00:26:38,574 and licensed but I found 1020 00:26:38,574 --> 00:26:40,254 ultimately that I needed to. 1021 00:26:40,451 --> 00:26:44,021 Know that they owned and had the rights to 1022 00:26:44,021 --> 00:26:46,241 everything that was part of that license. 1023 00:26:46,241 --> 00:26:46,421 Right. 1024 00:26:46,581 --> 00:26:48,081 And so I'm like, I can't 1025 00:26:48,081 --> 00:26:49,191 really do that part. 1026 00:26:49,191 --> 00:26:51,021 Like to me, someone could do it. 1027 00:26:51,158 --> 00:26:54,084 I can't do that part unless I know 1028 00:26:54,234 --> 00:26:56,081 that you own everything and have the 1029 00:26:56,081 --> 00:26:57,431 rights to license all this stuff. 1030 00:26:57,431 --> 00:26:57,521 Right. 1031 00:26:57,821 --> 00:26:58,691 And unless I, and so I'm 1032 00:26:58,691 --> 00:26:59,681 like, I can't actually. 1033 00:27:00,149 --> 00:27:01,649 Sell them that part without 1034 00:27:01,649 --> 00:27:02,639 selling this other part. 1035 00:27:02,639 --> 00:27:03,825 And so that's something I'm working on. 1036 00:27:03,869 --> 00:27:04,709 There's like a certain 1037 00:27:04,709 --> 00:27:06,029 degree of, discovery that 1038 00:27:06,029 --> 00:27:07,259 you need to do to know that. 1039 00:27:07,259 --> 00:27:07,529 Yeah. 1040 00:27:07,529 --> 00:27:09,599 That it's ethically can apply 1041 00:27:09,599 --> 00:27:11,189 your signature process to 1042 00:27:11,189 --> 00:27:12,239 what they're bringing in. 1043 00:27:12,239 --> 00:27:12,419 Yeah. 1044 00:27:12,424 --> 00:27:13,739 That, that makes sense. 1045 00:27:13,809 --> 00:27:15,063 And so that's where, you know, it's like, 1046 00:27:15,063 --> 00:27:17,253 yeah, either you figure out the filters 1047 00:27:17,253 --> 00:27:19,693 to filter people in and out, or a lot 1048 00:27:19,693 --> 00:27:21,793 of times my clients will have some sort 1049 00:27:21,793 --> 00:27:23,976 of assessment or intake or something on 1050 00:27:23,976 --> 00:27:25,986 the front end that helps them to then. 1051 00:27:26,639 --> 00:27:28,406 Either decide which container's the 1052 00:27:28,406 --> 00:27:30,236 best one to put that person into. 1053 00:27:30,416 --> 00:27:30,506 Mm-hmm. 1054 00:27:30,746 --> 00:27:33,306 Or, know, formulate the path through 1055 00:27:33,523 --> 00:27:35,256 their offer and system that is going 1056 00:27:35,256 --> 00:27:37,386 to match or to tell 'em, it's like, 1057 00:27:37,386 --> 00:27:38,766 Hey, you're not quite ready yet. 1058 00:27:38,796 --> 00:27:39,186 Mm-hmm. 1059 00:27:39,426 --> 00:27:39,751 Here's what I'm seeing. 1060 00:27:39,811 --> 00:27:40,231 Mm-hmm. 1061 00:27:40,356 --> 00:27:41,746 So I recommend this and this and 1062 00:27:41,746 --> 00:27:42,776 this, and then come back when 1063 00:27:42,776 --> 00:27:44,899 you're ready for that next piece. 1064 00:27:44,899 --> 00:27:46,379 And so, yeah, having, yeah. 1065 00:27:46,379 --> 00:27:48,149 Intake assessment filters on the front 1066 00:27:48,149 --> 00:27:50,099 end is an important piece that I'll also 1067 00:27:50,099 --> 00:27:51,739 explore a lot with my clients for that. 1068 00:27:51,811 --> 00:27:53,491 Very reason and many others as well. 1069 00:27:53,651 --> 00:27:54,726 Yeah, not having the right 1070 00:27:54,726 --> 00:27:56,736 intake has gotten me in trouble. 1071 00:27:56,916 --> 00:27:57,516 A hundred percent. 1072 00:27:57,876 --> 00:27:58,176 Yeah. 1073 00:27:58,176 --> 00:27:58,686 All of us. 1074 00:27:58,686 --> 00:27:58,986 Yeah. 1075 00:27:58,991 --> 00:27:59,856 I think that's one of those that 1076 00:27:59,856 --> 00:28:01,146 bites us and we're like, oh, I 1077 00:28:01,146 --> 00:28:02,226 don't want that to happen again. 1078 00:28:02,826 --> 00:28:03,276 Yes. 1079 00:28:03,326 --> 00:28:04,916 that's where it comes in a lot. 1080 00:28:05,126 --> 00:28:06,806 So tell everyone where they can 1081 00:28:06,806 --> 00:28:08,313 find you and if there's something 1082 00:28:08,313 --> 00:28:09,273 new and exciting, you wanna. 1083 00:28:09,524 --> 00:28:10,244 Announce as well. 1084 00:28:10,244 --> 00:28:11,894 I'd welcome that, but I'm sure 1085 00:28:11,894 --> 00:28:13,124 people wanna follow up with you. 1086 00:28:13,404 --> 00:28:14,274 Yeah, sure. 1087 00:28:14,274 --> 00:28:17,034 So, you can find me@jasonvanorden.com. 1088 00:28:17,064 --> 00:28:18,534 I will admit that right now there's a 1089 00:28:18,534 --> 00:28:20,394 bit of cobbler without the shoes where 1090 00:28:20,394 --> 00:28:22,344 my site badly needs to be updated with my 1091 00:28:22,344 --> 00:28:24,954 latest, like stuff that I'm focused on. 1092 00:28:24,954 --> 00:28:25,044 Yes. 1093 00:28:25,188 --> 00:28:27,348 the exciting thing is I am full force 1094 00:28:27,348 --> 00:28:29,058 ahead with a research project that's 1095 00:28:29,058 --> 00:28:31,548 basically asking the question of what do. 1096 00:28:31,704 --> 00:28:33,084 Experts, coaches, consultants, 1097 00:28:33,084 --> 00:28:34,974 need in order to leverage AI 1098 00:28:34,974 --> 00:28:37,548 to deliver impact at scale. 1099 00:28:37,548 --> 00:28:38,658 And so like, what are the 1100 00:28:38,658 --> 00:28:39,708 things getting in their way? 1101 00:28:39,708 --> 00:28:40,878 What are the things they need to know that 1102 00:28:40,878 --> 00:28:42,558 they don't know that they need to know? 1103 00:28:42,558 --> 00:28:43,818 And then what are the systems I can 1104 00:28:43,818 --> 00:28:45,288 create to facilitate all of that? 1105 00:28:45,288 --> 00:28:47,721 So I'm very excited about, and, one 1106 00:28:47,721 --> 00:28:48,593 of the thing I'll mention if it's 1107 00:28:48,673 --> 00:28:49,938 okay, I just have a, a free gift 1108 00:28:49,938 --> 00:28:51,851 here that I can point people to. 1109 00:28:51,951 --> 00:28:53,684 if you go to jason van 1110 00:28:57,768 --> 00:28:59,748 method, all one word, signature method, 1111 00:28:59,948 --> 00:29:01,928 what that'll do is it'll take you to. 1112 00:29:02,194 --> 00:29:03,644 a paired down, but great to get you 1113 00:29:03,644 --> 00:29:05,354 started, version of my Signature 1114 00:29:05,354 --> 00:29:06,944 Method framework to at least get you 1115 00:29:06,944 --> 00:29:08,984 starting to play around with organizing, 1116 00:29:09,044 --> 00:29:10,694 and, giving a taste of that process. 1117 00:29:10,694 --> 00:29:12,234 So, you know, you download this, 1118 00:29:12,234 --> 00:29:13,434 there's a worksheet, give it about, 1119 00:29:13,434 --> 00:29:15,084 30 minutes to an hour Have your 1120 00:29:15,084 --> 00:29:17,124 time to really sit with your stuff 1121 00:29:17,275 --> 00:29:19,160 it'll get you, to a first draft. 1122 00:29:19,160 --> 00:29:19,930 Of course, we we want 1123 00:29:19,930 --> 00:29:20,950 to like prove it out. 1124 00:29:21,010 --> 00:29:22,090 There's lots of stuff we want to do 1125 00:29:22,090 --> 00:29:23,140 to make sure you're really ready to 1126 00:29:23,140 --> 00:29:24,460 leverage that, but it's a great place 1127 00:29:24,460 --> 00:29:25,690 to start if anyone's thinking like, 1128 00:29:25,720 --> 00:29:27,787 oh, maybe I have a signature method. 1129 00:29:27,787 --> 00:29:27,877 Mm-hmm. 1130 00:29:28,117 --> 00:29:30,740 So, jason van orden.com/. 1131 00:29:30,936 --> 00:29:32,585 Signature method, all one word. 1132 00:29:32,687 --> 00:29:34,247 I will make sure that that URL 1133 00:29:34,247 --> 00:29:36,017 is set up correctly as soon 1134 00:29:36,017 --> 00:29:37,397 as we're done, talking here. 1135 00:29:37,560 --> 00:29:37,950 Perfect. 1136 00:29:37,950 --> 00:29:39,210 And we'll make sure it is in the show 1137 00:29:39,210 --> 00:29:41,434 notes that everyone can get access to that 1138 00:29:41,434 --> 00:29:43,840 fantastic resource and connect with you. 1139 00:29:43,840 --> 00:29:45,010 Thank you so much, Jason. 1140 00:29:45,010 --> 00:29:46,884 This has been great conversation. 1141 00:29:46,884 --> 00:29:47,844 Thank you for the free advice. 1142 00:29:48,864 --> 00:29:49,194 Yeah, 1143 00:29:49,254 --> 00:29:49,788 my pleasure. 1144 00:29:49,788 --> 00:29:50,460 Thanks for having me. 1145 00:29:50,460 --> 00:29:51,180 I really appreciate it. 1146 00:29:51,325 --> 00:29:51,475 It.