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Hello, ladies, welcome to

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this week's episode of the

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hourly to exit podcast.

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I recently had the pleasure

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of being interviewed

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by Scott Ritzheimer.

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He's the host of the secrets

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of the high demand coach

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podcast, and it was such.

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A fun, fast paced interview.

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It was almost like

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whiplash, but so much

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good stuff in there.

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As soon as we finished

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recording, I immediately told

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Stacey, I want to release this

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as an episode of the hourly,

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the exit podcast as well.

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So enjoy.

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Thanks.

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Scott Ritzheimer: Hello.

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Hello and welcome.

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Welcome once again to

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the secrets of the high

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demand coach podcast.

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And I'm here with high

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demand coach, which she's

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actually an attorney and

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a strategic consultant.

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This is the one and

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the only Erin Austin.

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She's a graduate of Harvard

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law school, and she uses her

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25 plus years of practicing

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law to help female founders

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of expertise based firms to

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build and protect saleable.

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Assets so that the business

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is ready to sell when the

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founder is ready to exit.

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And Aaron's experience as a

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lawyer and as an executive

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at the intersection of

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business and law informs the

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elevated legal and strategic

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business advice that she

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provides to her clients.

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Her expertise includes roles

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as COO and general counsel

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for, MGM Teaching Strategies

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and M3 USA Corporation.

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Well, Aaron.

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this feels like it's been

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forever and coming, but I'm

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so excited that you're here

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with us now on the show.

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before we get into how

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you're helping particularly

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female entrepreneurs,

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I'd love to just hear a

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little bit of your story.

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What were you doing

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before helping, founders

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build saleable and

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scalable businesses?

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And why did you

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ultimately make the leap?

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Erin Austin: Yeah,

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well, I thank you

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for having me, Scott.

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So I've spent a career

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helping big businesses

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get bigger, frankly.

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And, that's probably way

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a lot of lawyers start.

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We come out, we go to

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big firms, we end up in

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house at big companies.

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And, obviously, you it's.

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It's a great way to make a

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living, of course, but there

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came a time when one, as

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my career matured and I was

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looking for something just

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a that was more, a little

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bit more aligned with my

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personal goals, as I have a

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son who's getting older, I'm

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about to be an empty nester.

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and have a little

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more time on my hand.

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And I'm like, well, what can

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I do that has more impact?

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I think all of us kind of get

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there eventually about how

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we can, use our expertise to

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have greater impact and trying

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to figure out like how to.

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Translate my big company

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experience into working

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with a different population.

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And it took me a bit to

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figure it out, frankly.

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And then I realized, you

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know, a lot of my big clients,

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they are in the IP space

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and I work on, protecting

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their intellectual property.

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And a lot of it

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is with services.

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And so I'm like,

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well, wait, there's.

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Other populations who

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have service based

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businesses that they have

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intellectual property

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that they need to protect

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and that I can translate.

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It's not, the same scale,

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but also use my IP based

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experience working with

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service based businesses

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to help them protect their

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IP and in particular,

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with respect to women.

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I mean, it's no secret.

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I don't think that wealth,

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Has a voice in this country

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and in order to kind of,

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spread some of the wealth,

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spread some of the influence

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that comes with it, to more

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people to work with, women

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in particular, I believe

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that wealth in the hands of

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women can change the world.

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And so helping them turn

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their businesses, not just

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into income, providers,

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but also wealth builders.

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So that's how I got

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Scott Ritzheimer: here.

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I love that.

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I love that.

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And, I was telling you

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before we hit record here

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that I have no idea how to

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get all the questions that

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I have for you down into

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about a 20 minute block.

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So we're going to try and

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do this as best we can.

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but, I just want to

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start off and say.

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Head over to Aaron's site.

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We'll put the link in the

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show notes, and we'll talk a

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little bit about it at the end

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here, but there's so much good

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stuff on there, so go check

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that out, you're not going to

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regret it, but I'd love for

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you to just unpack a couple

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things for me, you make some

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pretty profound statements

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on your site, I'm going to

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read them back to you, and

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then I want to hear your

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thoughts on them, so One of

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them is owning and controlling

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intellectual property is the

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prerequisite to scaling your

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B2B expertise based business.

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There's not a lot of people

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saying that right now.

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So tell us what

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you mean by that.

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Erin Austin: Yeah,

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that makes me insane.

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That a lot of the day, if

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we want to stop selling

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our time, as an expert,

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so to speak, and, instead

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sell our expertise, then

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we have to have an asset

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there, either we're selling

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our time or we're selling.

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An asset.

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And so if we want to build

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assets, when we're experts,

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it's not something that's

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patentable, like a, you know,

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a car or pharmaceutical, it's

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not something that's like a

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trade secret, like Coca Cola.

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Our expertise is saleable

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in the form of copyrightable

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intellectual property.

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And so if it's a book or a

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course or the, workshops that

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you provide, the trainings

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you provide your clients.

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All those things are

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copyrightable assets and we

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can't copyright something

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if we don't own it.

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And so I keep kind of

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like, people like, well,

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I get lots of questions

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about, registering stuff,

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like, well, do you own it?

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just because you worked

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on something doesn't mean

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you own it just because

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you created something

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doesn't mean you own it.

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so we have to be aware

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of the whole life cycle

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of, from creation.

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Ownership, utilization,

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registration of our IP assets.

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And so you don't want to

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create, a course using, stuff

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that you got off the internet

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or materials that you got

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from a certification program

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or something that you took

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from your corporate job.

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you can't create

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courses out of that.

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So you need to make sure

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you own your own assets

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in order to do that.

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Scott Ritzheimer: Yeah.

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Oh, that's so good.

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you made another

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statement here.

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It's a little bit

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longer, but again, I

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want to read it because

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I think it's fascinating.

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And that is that the biggest

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threat to your expertise

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based business isn't AI.

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AI might be able to

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write a cookbook, but

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it can never be a chef.

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The bigger threat, is failing

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to build a business that can

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run without you failing to

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build your business so that

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your income is decoupled

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from your time and failing

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to adapt to the changing

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market forces, such as low

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cost competitors or micro

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learning, learning on demand.

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In other words, you

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need to build a business

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with multiple revenue

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streams that can scale.

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so, some people, especially

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with how trendy AI is

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know, that's probably

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pretty drawing for them.

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So.

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Again, what do you

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kind of mean by that?

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And what can we

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actually do about it?

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Erin Austin: Yeah.

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I mean, obviously AI is at

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the top of everyone's, mind

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and I do get a fair amount of

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inquiries about it, but the

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end of the day, AI is just

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another way of accumulating.

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Already known information

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and so, it's just a better

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version of Google, frankly,

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if you have your intellectual

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property, your expertise,

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your, publishing it.

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you should be publishing it.

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So you're developing

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your thought leadership.

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Every single human with

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an Internet has access,

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whether they use chat, GBT

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or whatever other AI, they

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have access to it right now.

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They can go on Google and get

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00:07:00,229 --> 00:07:02,039
it right now and copy it right

294
00:07:02,039 --> 00:07:03,809
now and steal it right now.

295
00:07:03,819 --> 00:07:04,149
Right.

296
00:07:04,337 --> 00:07:07,017
So that's not going to change.

297
00:07:07,017 --> 00:07:08,287
and someone can, you know,

298
00:07:08,287 --> 00:07:09,477
does it make it easier for

299
00:07:09,477 --> 00:07:11,057
them to take your materials

300
00:07:11,057 --> 00:07:12,877
and stick it in the AI

301
00:07:12,917 --> 00:07:14,207
and change it enough.

302
00:07:14,409 --> 00:07:16,440
But at the end of the day, you

303
00:07:16,440 --> 00:07:18,430
can't stop copycats because

304
00:07:18,430 --> 00:07:20,160
we can't protect ideas.

305
00:07:20,480 --> 00:07:22,620
So the way we protect our

306
00:07:22,770 --> 00:07:23,780
position in the marketplace

307
00:07:23,820 --> 00:07:26,140
is through our expertise by

308
00:07:26,140 --> 00:07:27,799
providing the Michelin, level

309
00:07:27,819 --> 00:07:29,599
service to your clients,

310
00:07:29,599 --> 00:07:31,479
becoming the go to person

311
00:07:31,509 --> 00:07:32,779
in your space, becoming the

312
00:07:32,779 --> 00:07:34,169
leader, the thought leader.

313
00:07:34,519 --> 00:07:35,349
And so.

314
00:07:35,719 --> 00:07:37,399
That's how you combat,

315
00:07:37,571 --> 00:07:38,481
whether it's Google or

316
00:07:38,481 --> 00:07:40,831
AI or other bad actors.

317
00:07:40,831 --> 00:07:43,081
It's not, by somehow keeping

318
00:07:43,081 --> 00:07:44,151
everything secret because

319
00:07:44,151 --> 00:07:44,721
it's not going to help you.

320
00:07:44,721 --> 00:07:45,271
You can't keep it.

321
00:07:45,468 --> 00:07:46,848
If you keep your stuff secret,

322
00:07:46,858 --> 00:07:47,868
you're going to stay secret.

323
00:07:47,868 --> 00:07:48,148
Right.

324
00:07:48,440 --> 00:07:49,737
but if you want to scale,

325
00:07:49,773 --> 00:07:51,343
on the other hand, if all

326
00:07:51,343 --> 00:07:52,433
you're doing is kind of,

327
00:07:52,473 --> 00:07:53,343
selling your time, doing

328
00:07:53,373 --> 00:07:54,633
custom work that you don't

329
00:07:54,673 --> 00:07:56,103
own, you're not developing

330
00:07:56,103 --> 00:07:57,103
processes, you're not

331
00:07:57,103 --> 00:07:58,783
developing your own solutions.

332
00:07:59,149 --> 00:08:00,625
You're not, Creating assets

333
00:08:00,625 --> 00:08:01,855
that you can use to put

334
00:08:01,855 --> 00:08:03,045
leverage into your business.

335
00:08:03,195 --> 00:08:04,857
you will obviously top out.

336
00:08:04,857 --> 00:08:05,377
That's why you're here.

337
00:08:05,377 --> 00:08:05,918
You that's going to be the

338
00:08:05,938 --> 00:08:07,008
end of, you know, that's it.

339
00:08:07,208 --> 00:08:08,158
That's all you want then.

340
00:08:08,438 --> 00:08:09,258
But if you want to grow your

341
00:08:09,258 --> 00:08:10,338
business, then you have to

342
00:08:10,348 --> 00:08:11,778
be creating assets and you

343
00:08:11,986 --> 00:08:13,126
can't be obsessing about AI.

344
00:08:13,496 --> 00:08:13,608
That

345
00:08:13,608 --> 00:08:13,848
Scott Ritzheimer: some of

346
00:08:13,858 --> 00:08:14,828
the advice that I'll give,

347
00:08:14,828 --> 00:08:15,808
especially to those in

348
00:08:15,808 --> 00:08:17,028
the coaching profession.

349
00:08:17,068 --> 00:08:17,748
and so I want to

350
00:08:17,758 --> 00:08:18,308
have a fun little

351
00:08:18,308 --> 00:08:19,228
conversation around this.

352
00:08:19,433 --> 00:08:21,643
I think that, for a lot of

353
00:08:21,683 --> 00:08:24,164
coaches, maybe not as much

354
00:08:24,164 --> 00:08:25,604
writing a book, but creating

355
00:08:25,664 --> 00:08:27,764
courses or other kind of

356
00:08:27,774 --> 00:08:29,934
lower market engagements is

357
00:08:29,994 --> 00:08:31,544
oftentimes a distraction.

358
00:08:31,681 --> 00:08:33,608
here's, why I think one of the

359
00:08:33,608 --> 00:08:34,568
things that happens if we're

360
00:08:34,568 --> 00:08:36,282
not careful, we do it for

361
00:08:36,282 --> 00:08:37,512
the value of leverage, right?

362
00:08:37,512 --> 00:08:38,412
Because it doesn't take

363
00:08:38,412 --> 00:08:40,023
my time, but it takes

364
00:08:40,023 --> 00:08:40,803
a long time to do it.

365
00:08:40,803 --> 00:08:42,063
And we do it so clumsily

366
00:08:42,083 --> 00:08:42,923
that it actually takes

367
00:08:42,943 --> 00:08:44,817
more time for the value

368
00:08:44,817 --> 00:08:45,977
that we get back out of it.

369
00:08:46,187 --> 00:08:46,577
Right.

370
00:08:46,864 --> 00:08:49,044
And so for me, I've always

371
00:08:49,104 --> 00:08:50,564
encouraged folks to go after

372
00:08:50,564 --> 00:08:51,624
the thing that provides

373
00:08:51,624 --> 00:08:53,424
the highest value for time.

374
00:08:53,434 --> 00:08:54,494
Don't sell your time,

375
00:08:54,524 --> 00:08:55,404
agree with you there,

376
00:08:55,589 --> 00:08:56,574
but provide the highest

377
00:08:56,574 --> 00:08:58,620
value for your time.

378
00:08:58,782 --> 00:08:59,972
And so how do you

379
00:08:59,982 --> 00:09:01,222
help folks navigate?

380
00:09:01,240 --> 00:09:02,265
are you creating courses

381
00:09:02,265 --> 00:09:03,115
just because someone told

382
00:09:03,115 --> 00:09:04,275
you to create courses or

383
00:09:04,275 --> 00:09:05,675
are they really a strategic

384
00:09:05,695 --> 00:09:06,855
step in the right direction?

385
00:09:07,224 --> 00:09:08,094
Erin Austin: Yeah, I'm using

386
00:09:08,124 --> 00:09:09,574
courses as a kind of just a

387
00:09:09,634 --> 00:09:11,751
cheap example, it also apply

388
00:09:11,781 --> 00:09:12,991
to productized services.

389
00:09:13,121 --> 00:09:14,896
even if it's not packaged as a

390
00:09:14,896 --> 00:09:16,306
productized service, if you've

391
00:09:16,386 --> 00:09:17,836
systematized your services,

392
00:09:18,130 --> 00:09:20,040
so you created, so you can

393
00:09:20,070 --> 00:09:22,180
expand, as an agency, you need

394
00:09:22,180 --> 00:09:23,480
to have processes in place.

395
00:09:23,480 --> 00:09:24,760
It just can't be your genius

396
00:09:25,150 --> 00:09:26,420
sitting down every day,

397
00:09:26,580 --> 00:09:28,500
genius saying, and order to

398
00:09:28,860 --> 00:09:29,740
improve your business, there

399
00:09:29,740 --> 00:09:31,480
has to be processes in place.

400
00:09:31,730 --> 00:09:32,550
So you can either,

401
00:09:32,610 --> 00:09:33,660
delegate those.

402
00:09:33,895 --> 00:09:35,125
Less expensive pieces so

403
00:09:35,125 --> 00:09:36,485
that you can just operate

404
00:09:36,485 --> 00:09:37,385
at the genius level.

405
00:09:37,565 --> 00:09:38,575
And then you have less

406
00:09:38,575 --> 00:09:40,115
expensive resources doing

407
00:09:40,115 --> 00:09:41,215
some of the groundwork.

408
00:09:41,658 --> 00:09:43,930
So  can be either things that

409
00:09:43,930 --> 00:09:46,030
you sell literally or assets

410
00:09:46,040 --> 00:09:47,460
that use within the business

411
00:09:47,470 --> 00:09:48,710
to make your business more

412
00:09:48,710 --> 00:09:49,810
efficient and profitable.

413
00:09:49,881 --> 00:09:50,161
Yeah.

414
00:09:50,420 --> 00:09:50,830
Scott Ritzheimer: And that

415
00:09:50,830 --> 00:09:52,540
I could not agree more with.

416
00:09:52,540 --> 00:09:53,710
One of the biggest things that

417
00:09:53,710 --> 00:09:54,880
I've found in, in doing this

418
00:09:54,890 --> 00:09:56,870
podcast and in an interviewing

419
00:09:56,890 --> 00:09:58,880
near about a thousand coaches

420
00:09:58,880 --> 00:10:01,160
now is the number one thing

421
00:10:01,160 --> 00:10:02,270
that what I would call like

422
00:10:02,270 --> 00:10:04,360
a high demand coach from

423
00:10:04,410 --> 00:10:05,450
kind of your average coach

424
00:10:05,470 --> 00:10:06,470
that neither of them is

425
00:10:06,470 --> 00:10:07,940
a bad person, but some of

426
00:10:07,940 --> 00:10:08,790
them have figured it out.

427
00:10:08,810 --> 00:10:09,890
They've unlocked something

428
00:10:09,890 --> 00:10:11,090
and some haven't yet.

429
00:10:11,786 --> 00:10:13,206
the thing to unlock that

430
00:10:13,206 --> 00:10:13,886
something is what I call

431
00:10:13,886 --> 00:10:15,036
a structured offering.

432
00:10:15,486 --> 00:10:16,286
And I think this is where

433
00:10:16,286 --> 00:10:17,436
you and I are on exactly

434
00:10:17,436 --> 00:10:18,366
the same page that if

435
00:10:18,416 --> 00:10:20,006
you're just making it up as

436
00:10:20,006 --> 00:10:21,726
you go, I would go so far

437
00:10:21,726 --> 00:10:22,776
as to say, it's not just

438
00:10:22,776 --> 00:10:23,616
that you haven't built a

439
00:10:23,616 --> 00:10:25,156
scalable saleable business.

440
00:10:25,391 --> 00:10:26,306
I would actually say you're,

441
00:10:26,361 --> 00:10:27,201
doing a disservice to

442
00:10:27,201 --> 00:10:29,228
your clients, Because it's

443
00:10:29,288 --> 00:10:30,678
completely dependent on

444
00:10:30,678 --> 00:10:31,938
how you show up that day.

445
00:10:32,008 --> 00:10:32,388
Yes.

446
00:10:32,893 --> 00:10:33,253
And you're going

447
00:10:33,253 --> 00:10:34,003
to have good days.

448
00:10:34,003 --> 00:10:34,373
You're going to have

449
00:10:34,383 --> 00:10:35,703
bad days, right?

450
00:10:35,733 --> 00:10:37,493
And so what I did love about

451
00:10:37,493 --> 00:10:38,613
the way that you laid this

452
00:10:38,613 --> 00:10:40,567
out and the idea of creating

453
00:10:40,567 --> 00:10:41,767
these processes one, so

454
00:10:41,767 --> 00:10:43,347
people can help, but I think

455
00:10:43,467 --> 00:10:44,800
a bigger part of it and

456
00:10:44,810 --> 00:10:45,630
what's really helpful for

457
00:10:45,630 --> 00:10:46,320
a lot of coaches, because.

458
00:10:46,600 --> 00:10:47,370
They want to know that

459
00:10:47,370 --> 00:10:48,590
what they do matters and is

460
00:10:48,590 --> 00:10:50,260
helpful is the biggest thing

461
00:10:50,260 --> 00:10:51,220
that I've seen to generate

462
00:10:51,220 --> 00:10:52,810
higher ROI for your clients

463
00:10:52,820 --> 00:10:53,620
is to actually do what

464
00:10:53,620 --> 00:10:54,690
you're talking about here.

465
00:10:55,100 --> 00:10:56,320
The really cool thing that

466
00:10:56,320 --> 00:10:57,240
you bring to the table

467
00:10:57,260 --> 00:10:58,660
is that it's not just for

468
00:10:58,660 --> 00:11:00,060
the ROI for your clients,

469
00:11:00,366 --> 00:11:01,430
but that it actually can

470
00:11:01,430 --> 00:11:02,400
end up being an asset

471
00:11:02,400 --> 00:11:03,450
for you for the long run.

472
00:11:03,950 --> 00:11:04,650
Erin Austin: Absolutely.

473
00:11:04,933 --> 00:11:06,153
And what you mentioned, it

474
00:11:06,153 --> 00:11:08,109
reminds me, frankly, of the

475
00:11:08,109 --> 00:11:10,020
legal industry, where we

476
00:11:10,180 --> 00:11:12,300
typically build by the hour.

477
00:11:12,573 --> 00:11:14,923
And so we are disincentivized

478
00:11:14,933 --> 00:11:16,273
from finding really efficient

479
00:11:16,273 --> 00:11:17,953
ways to deliver services.

480
00:11:18,323 --> 00:11:19,863
But as a consequence,

481
00:11:19,878 --> 00:11:20,878
a lot of times we are

482
00:11:20,878 --> 00:11:21,898
kind of just starting

483
00:11:22,008 --> 00:11:23,528
from the beginning with.

484
00:11:23,668 --> 00:11:25,288
Each engagement, every time I

485
00:11:25,568 --> 00:11:26,928
pick up a services agreement

486
00:11:26,928 --> 00:11:29,478
to review it, I, have, and

487
00:11:29,478 --> 00:11:31,434
I will confess, just kind of

488
00:11:31,464 --> 00:11:33,104
read through it by my lines.

489
00:11:33,104 --> 00:11:33,804
I do have to read

490
00:11:33,804 --> 00:11:34,234
the whole thing.

491
00:11:34,234 --> 00:11:35,154
I can't skip through it,

492
00:11:35,408 --> 00:11:37,178
but I have put in place,

493
00:11:37,215 --> 00:11:39,155
checklists and sample

494
00:11:39,155 --> 00:11:40,935
language and things like that.

495
00:11:40,945 --> 00:11:42,375
So that every time I go

496
00:11:42,375 --> 00:11:43,978
through it, another, a hundred

497
00:11:43,978 --> 00:11:45,778
page services agreement that

498
00:11:45,798 --> 00:11:47,178
I don't miss anything because

499
00:11:47,418 --> 00:11:48,498
these things can happen.

500
00:11:48,528 --> 00:11:49,508
And so you take some

501
00:11:49,508 --> 00:11:50,918
of the risk out for you

502
00:11:50,948 --> 00:11:52,158
and your client when you

503
00:11:52,158 --> 00:11:52,158
Scott Ritzheimer:

504
00:11:52,158 --> 00:11:52,758
have these things.

505
00:11:52,776 --> 00:11:53,698
And I think there's

506
00:11:53,698 --> 00:11:54,538
something again, this

507
00:11:54,548 --> 00:11:55,708
really cool that happens.

508
00:11:55,768 --> 00:11:57,377
And, amazing thing about

509
00:11:57,377 --> 00:11:58,747
doing this, really approaching

510
00:11:58,747 --> 00:11:59,927
it this way is one.

511
00:12:00,197 --> 00:12:01,247
If you just want to do your

512
00:12:01,247 --> 00:12:02,407
own thing and you just want

513
00:12:02,407 --> 00:12:03,457
to increase the, what you

514
00:12:03,457 --> 00:12:04,607
can build per hour, right?

515
00:12:04,607 --> 00:12:05,787
By increasing your value

516
00:12:05,787 --> 00:12:06,739
and, optimizing your time,

517
00:12:06,739 --> 00:12:07,809
this is the best thing to do.

518
00:12:08,038 --> 00:12:08,988
the biggest thing that

519
00:12:08,988 --> 00:12:10,634
I've seen accomplish is the

520
00:12:10,634 --> 00:12:11,704
amount of time you spend

521
00:12:11,714 --> 00:12:13,794
between sessions, right?

522
00:12:13,804 --> 00:12:14,844
So for coaches, you don't

523
00:12:14,844 --> 00:12:15,694
typically build by the

524
00:12:15,714 --> 00:12:16,524
hour you build by the

525
00:12:16,544 --> 00:12:18,243
session and where a lot of

526
00:12:18,273 --> 00:12:19,703
coaches get really stuck.

527
00:12:19,703 --> 00:12:20,473
And a lot of service

528
00:12:20,473 --> 00:12:21,523
providers, just in general,

529
00:12:21,523 --> 00:12:22,273
I just happen to work with

530
00:12:22,273 --> 00:12:23,999
a lot of coaches, but, is.

531
00:12:24,116 --> 00:12:24,946
They're not billing

532
00:12:24,946 --> 00:12:26,486
for the two thirds of

533
00:12:26,486 --> 00:12:27,776
their time that's not

534
00:12:27,776 --> 00:12:28,746
in the session room.

535
00:12:29,092 --> 00:12:30,772
And you can dramatically

536
00:12:30,772 --> 00:12:32,092
reduce that with, things

537
00:12:32,092 --> 00:12:33,532
like checklists and processes

538
00:12:33,532 --> 00:12:34,552
and following the same

539
00:12:34,552 --> 00:12:35,522
thing the whole way through.

540
00:12:35,712 --> 00:12:36,952
The other really, really cool

541
00:12:36,952 --> 00:12:38,369
thing about it is that it's

542
00:12:38,369 --> 00:12:40,249
a very incremental step to

543
00:12:40,249 --> 00:12:41,619
moving towards certification.

544
00:12:41,994 --> 00:12:42,914
and allowing other

545
00:12:42,914 --> 00:12:43,944
people to step into that.

546
00:12:43,944 --> 00:12:45,304
So tell us a little bit

547
00:12:45,304 --> 00:12:46,834
about, how does this idea

548
00:12:46,834 --> 00:12:48,735
of certification plan one?

549
00:12:48,735 --> 00:12:50,415
What are the IP considerations

550
00:12:50,485 --> 00:12:51,415
just quickly that we

551
00:12:51,415 --> 00:12:52,225
might want to consider?

552
00:12:52,225 --> 00:12:53,585
And then two, how does that

553
00:12:53,585 --> 00:12:55,513
play into this idea of, moving

554
00:12:55,513 --> 00:12:57,153
from your hourly to exit?

555
00:12:57,813 --> 00:12:59,033
Erin Austin: Yeah, so just

556
00:12:59,033 --> 00:13:00,303
quickly on the IP side,

557
00:13:00,303 --> 00:13:02,263
it goes back to owning the

558
00:13:02,273 --> 00:13:03,613
elements that you're using.

559
00:13:03,710 --> 00:13:04,790
when we are providing one

560
00:13:04,790 --> 00:13:05,660
on one services to our

561
00:13:05,660 --> 00:13:07,530
clients, we may have 3rd

562
00:13:07,560 --> 00:13:08,540
party materials that we're

563
00:13:08,540 --> 00:13:09,970
using there and it's fine.

564
00:13:09,980 --> 00:13:11,420
We have right to use it.

565
00:13:11,470 --> 00:13:12,480
Say we got it from a.

566
00:13:12,915 --> 00:13:14,045
Another certification

567
00:13:14,045 --> 00:13:15,125
program or continuing

568
00:13:15,125 --> 00:13:16,245
education or something.

569
00:13:16,495 --> 00:13:17,215
We can use it with our

570
00:13:17,215 --> 00:13:17,965
one on one clients.

571
00:13:18,149 --> 00:13:20,055
Well, we can't license

572
00:13:20,085 --> 00:13:21,825
that on to a 3rd party

573
00:13:21,825 --> 00:13:23,415
certification is a license.

574
00:13:23,640 --> 00:13:24,025
So that would be

575
00:13:24,025 --> 00:13:24,945
a sub license.

576
00:13:24,945 --> 00:13:26,195
So we had to make sure that

577
00:13:26,195 --> 00:13:27,859
anything that we're proposing

578
00:13:27,859 --> 00:13:30,099
to certify, we own it 100%.

579
00:13:30,475 --> 00:13:32,315
and then it helps us move to

580
00:13:32,315 --> 00:13:33,885
the exit because it helps us.

581
00:13:34,083 --> 00:13:35,765
We take our expertise instead

582
00:13:35,765 --> 00:13:37,055
of, you know, you can grow

583
00:13:37,095 --> 00:13:38,495
either internally by What

584
00:13:38,670 --> 00:13:40,270
Adding experts internally,

585
00:13:40,320 --> 00:13:42,120
or you can grow externally

586
00:13:42,346 --> 00:13:44,190
by licensing other experts

587
00:13:44,190 --> 00:13:45,360
to use your expertise.

588
00:13:45,610 --> 00:13:46,260
And so that's what

589
00:13:46,260 --> 00:13:47,440
certification would be.

590
00:13:47,633 --> 00:13:48,653
without kind of the

591
00:13:48,653 --> 00:13:49,693
certification part, it could

592
00:13:49,693 --> 00:13:51,056
just be a license, but the

593
00:13:51,056 --> 00:13:52,216
certification part usually

594
00:13:52,216 --> 00:13:52,906
comes with some kind of

595
00:13:52,946 --> 00:13:54,246
training element and some

596
00:13:54,246 --> 00:13:56,066
kind of proof of competency.

597
00:13:56,066 --> 00:13:57,306
So depending on the nature

598
00:13:57,672 --> 00:13:59,472
of what your expertise

599
00:13:59,472 --> 00:14:00,622
is, you may want to go

600
00:14:00,632 --> 00:14:01,692
the certification route.

601
00:14:02,048 --> 00:14:03,017
But that also helps kind

602
00:14:03,017 --> 00:14:05,527
of extend your own, brand

603
00:14:05,537 --> 00:14:06,457
because people like, Hey,

604
00:14:06,457 --> 00:14:08,460
I was trained by, Scott and

605
00:14:08,460 --> 00:14:09,800
that's why I do what I do.

606
00:14:09,820 --> 00:14:10,450
So yeah.

607
00:14:11,330 --> 00:14:11,330
Scott Ritzheimer:

608
00:14:11,330 --> 00:14:11,830
That's awesome.

609
00:14:12,097 --> 00:14:13,117
I had a guest on a few

610
00:14:13,117 --> 00:14:13,967
episodes back, his name

611
00:14:13,967 --> 00:14:15,087
was Mitch Russo, and he

612
00:14:15,087 --> 00:14:15,747
talked about this idea

613
00:14:15,747 --> 00:14:16,787
of certification as well.

614
00:14:16,787 --> 00:14:18,207
But I would imagine when

615
00:14:18,207 --> 00:14:18,957
you're working with, it

616
00:14:18,957 --> 00:14:21,386
probably blows them away what

617
00:14:21,415 --> 00:14:22,376
they're sitting on and they

618
00:14:22,376 --> 00:14:23,396
don't even know they have it.

619
00:14:23,856 --> 00:14:24,686
Would you agree with that?

620
00:14:24,790 --> 00:14:25,520
let me say this way, would

621
00:14:25,520 --> 00:14:27,610
you say that most, especially

622
00:14:27,610 --> 00:14:29,350
female entrepreneurs are

623
00:14:29,350 --> 00:14:30,668
sitting on more value than

624
00:14:30,668 --> 00:14:31,508
they even know they have?

625
00:14:31,954 --> 00:14:32,239
Yeah.

626
00:14:32,239 --> 00:14:32,639
Erin Austin: I mean,

627
00:14:32,639 --> 00:14:33,759
what is it that your

628
00:14:33,759 --> 00:14:35,529
clients come to you for?

629
00:14:35,703 --> 00:14:36,793
you're doing something

630
00:14:36,793 --> 00:14:37,373
that's providing

631
00:14:37,373 --> 00:14:38,829
value to your clients.

632
00:14:38,829 --> 00:14:40,069
They're choosing you instead

633
00:14:40,069 --> 00:14:41,269
of choosing somebody else.

634
00:14:41,663 --> 00:14:43,102
And so if they're willing to

635
00:14:43,102 --> 00:14:45,732
pay you for that, outcome,

636
00:14:45,999 --> 00:14:47,115
then, there's only so many

637
00:14:47,115 --> 00:14:48,485
people that you can service

638
00:14:48,713 --> 00:14:50,092
that there are other clients

639
00:14:50,182 --> 00:14:51,302
that you couldn't service

640
00:14:51,576 --> 00:14:53,646
that could have benefit from.

641
00:14:53,871 --> 00:14:55,081
Whatever the transformation is

642
00:14:55,081 --> 00:14:57,131
that you provide and you can,

643
00:14:57,163 --> 00:14:58,723
extend that reach either, you

644
00:14:58,723 --> 00:15:00,033
know, through other experts

645
00:15:00,063 --> 00:15:01,720
or through some, products.

646
00:15:02,060 --> 00:15:03,440
and so there's more than one

647
00:15:03,440 --> 00:15:05,050
way to get, to leverage your

648
00:15:05,050 --> 00:15:05,650
Scott Ritzheimer: expertise.

649
00:15:05,650 --> 00:15:05,930
Yeah.

650
00:15:06,193 --> 00:15:06,973
Oh, that's so good.

651
00:15:07,333 --> 00:15:07,833
so good.

652
00:15:07,833 --> 00:15:08,993
So, there's a question I

653
00:15:08,993 --> 00:15:09,863
like to ask all my guests.

654
00:15:09,923 --> 00:15:11,033
It's this, what is the

655
00:15:11,033 --> 00:15:12,673
biggest secret that you just

656
00:15:12,673 --> 00:15:14,286
wish wasn't a secret at all?

657
00:15:14,513 --> 00:15:15,563
What's that one thing you're

658
00:15:15,563 --> 00:15:17,113
sitting there and you just

659
00:15:17,113 --> 00:15:18,420
wish everyone listening,

660
00:15:18,420 --> 00:15:19,440
you're watching today, new

661
00:15:19,865 --> 00:15:20,365
Erin Austin: Yeah, well,

662
00:15:20,398 --> 00:15:21,708
it's going to be about IP.

663
00:15:21,738 --> 00:15:22,958
So I like to say

664
00:15:23,038 --> 00:15:24,518
IP is everywhere.

665
00:15:24,548 --> 00:15:27,098
It's literally all day, every

666
00:15:27,098 --> 00:15:28,558
day when every time we sit

667
00:15:28,558 --> 00:15:29,798
down as experts sit down at

668
00:15:29,798 --> 00:15:31,048
our desks, we're creating

669
00:15:31,058 --> 00:15:31,968
intellectual property.

670
00:15:32,204 --> 00:15:33,138
We're using our intellect.

671
00:15:33,393 --> 00:15:33,838
We're creating

672
00:15:33,848 --> 00:15:34,868
intellectual property.

673
00:15:34,878 --> 00:15:35,968
We're talking here.

674
00:15:35,968 --> 00:15:37,718
We're posting on LinkedIn.

675
00:15:38,052 --> 00:15:39,498
We're, creating deliverables

676
00:15:39,508 --> 00:15:40,558
for our clients.

677
00:15:40,558 --> 00:15:42,240
We're training people online.

678
00:15:42,716 --> 00:15:43,876
All that that's intellectual

679
00:15:43,876 --> 00:15:45,326
property, people think

680
00:15:45,336 --> 00:15:46,686
IP is just software and

681
00:15:46,686 --> 00:15:47,876
books, you know, external

682
00:15:47,876 --> 00:15:49,456
things, but it's all the

683
00:15:49,456 --> 00:15:51,266
things that we create that

684
00:15:51,266 --> 00:15:52,872
are the way we express our

685
00:15:52,872 --> 00:15:54,134
intellectual property, way

686
00:15:54,134 --> 00:15:55,564
we use our expertise, all

687
00:15:55,564 --> 00:15:56,594
that stuff is intellectual

688
00:15:56,594 --> 00:15:58,544
property and issue isn't.

689
00:15:58,554 --> 00:15:59,824
Do you have any.

690
00:15:59,979 --> 00:16:01,254
The issue is, are you

691
00:16:01,314 --> 00:16:02,504
owning and controlling it.

692
00:16:03,039 --> 00:16:03,379
Scott Ritzheimer: Yeah.

693
00:16:03,499 --> 00:16:03,839
Wow.

694
00:16:03,989 --> 00:16:04,759
Well, yeah, that's

695
00:16:04,759 --> 00:16:05,519
a great point.

696
00:16:05,819 --> 00:16:07,289
So, another question here.

697
00:16:07,335 --> 00:16:08,928
we've talked a lot about, you

698
00:16:08,928 --> 00:16:09,938
know, kind of how you help

699
00:16:09,938 --> 00:16:10,944
your clients, but want to

700
00:16:10,944 --> 00:16:11,944
turn things around a little

701
00:16:11,944 --> 00:16:13,044
bit, take off your kind of

702
00:16:13,044 --> 00:16:14,654
attorney consultant hat for

703
00:16:14,654 --> 00:16:17,049
a moment, put on your, CEO

704
00:16:17,079 --> 00:16:18,519
hat, kind of jumped down into

705
00:16:18,519 --> 00:16:19,349
the ring with the rest of us.

706
00:16:19,545 --> 00:16:20,719
What's the next stage of

707
00:16:20,719 --> 00:16:21,669
growth look like for you

708
00:16:21,669 --> 00:16:22,699
and your business and what

709
00:16:22,729 --> 00:16:23,419
challenge will you have

710
00:16:23,419 --> 00:16:24,389
to overcome to get there?

711
00:16:24,889 --> 00:16:25,419
Oh, boy, well,

712
00:16:25,419 --> 00:16:25,819
Erin Austin: this has been

713
00:16:25,819 --> 00:16:27,065
a tough one for me, because

714
00:16:27,105 --> 00:16:28,834
as a lawyer, I do have like

715
00:16:28,834 --> 00:16:30,224
confidentiality issues.

716
00:16:30,244 --> 00:16:32,184
So group programs are tough.

717
00:16:32,204 --> 00:16:33,934
And, if I do products,

718
00:16:33,944 --> 00:16:35,384
well, can I disclaim,

719
00:16:35,384 --> 00:16:36,654
liability for our products?

720
00:16:37,103 --> 00:16:38,963
but nonetheless, I am

721
00:16:38,963 --> 00:16:40,623
working on some group

722
00:16:40,663 --> 00:16:41,723
programs regarding

723
00:16:41,753 --> 00:16:42,853
copyright registration,

724
00:16:42,853 --> 00:16:43,493
because people have a lot

725
00:16:43,493 --> 00:16:44,523
of questions about it.

726
00:16:44,902 --> 00:16:46,223
And so to be able to do that

727
00:16:46,233 --> 00:16:48,080
in a group context, not just

728
00:16:48,080 --> 00:16:49,640
templates, but, developing

729
00:16:49,640 --> 00:16:50,920
some negotiation guides,

730
00:16:51,318 --> 00:16:52,458
it's one thing if you're,

731
00:16:52,662 --> 00:16:53,802
an online business, so to

732
00:16:53,802 --> 00:16:55,282
speak, but when you have

733
00:16:55,312 --> 00:16:57,045
corporate clients, templates

734
00:16:57,085 --> 00:16:58,535
don't really help you because

735
00:16:58,535 --> 00:16:59,685
your corporate clients

736
00:16:59,725 --> 00:17:01,245
send you their agreements.

737
00:17:01,725 --> 00:17:02,745
And so you need to know

738
00:17:02,765 --> 00:17:04,185
what to do when your clients

739
00:17:04,195 --> 00:17:05,035
send you their agreements.

740
00:17:05,045 --> 00:17:05,725
So that's what I'm

741
00:17:05,755 --> 00:17:06,575
going to help people do.

742
00:17:06,745 --> 00:17:07,465
So, well,

743
00:17:07,895 --> 00:17:08,165
Scott Ritzheimer: Wow.

744
00:17:08,175 --> 00:17:08,945
Fantastic.

745
00:17:09,199 --> 00:17:11,008
again, love, love, love the

746
00:17:11,008 --> 00:17:12,208
way that you approach this.

747
00:17:12,345 --> 00:17:13,575
and it's very rare

748
00:17:13,575 --> 00:17:14,075
for those listening.

749
00:17:14,075 --> 00:17:14,835
It's very rare to

750
00:17:14,845 --> 00:17:16,475
have an attorney who's

751
00:17:16,535 --> 00:17:18,205
able to enter into the

752
00:17:18,205 --> 00:17:19,225
business world like this.

753
00:17:19,255 --> 00:17:19,995
It's one of the things that's

754
00:17:20,015 --> 00:17:21,285
so profound about you, Aaron.

755
00:17:21,285 --> 00:17:22,015
And so.

756
00:17:22,230 --> 00:17:23,537
For folks who need that

757
00:17:23,537 --> 00:17:24,817
legal advice, who, maybe

758
00:17:24,837 --> 00:17:25,497
sitting there thinking,

759
00:17:25,497 --> 00:17:26,527
Hey, I probably have

760
00:17:26,527 --> 00:17:27,937
more IP than I thought.

761
00:17:28,191 --> 00:17:28,854
and they want to know

762
00:17:28,854 --> 00:17:29,904
what the next steps are.

763
00:17:29,904 --> 00:17:30,344
They want to know

764
00:17:30,344 --> 00:17:31,004
how you can help.

765
00:17:31,263 --> 00:17:31,843
can they find more

766
00:17:31,843 --> 00:17:32,913
out about what you do

767
00:17:32,933 --> 00:17:34,023
and connect with you?

768
00:17:34,313 --> 00:17:34,713
Erin Austin: Yeah.

769
00:17:34,833 --> 00:17:36,193
Well, you can find me at

770
00:17:36,193 --> 00:17:38,533
my website, thinkbeyondip.

771
00:17:38,883 --> 00:17:39,383
com.

772
00:17:39,793 --> 00:17:41,333
And there I do have

773
00:17:41,383 --> 00:17:42,803
a free assessment.

774
00:17:42,813 --> 00:17:43,193
That's.

775
00:17:43,344 --> 00:17:44,844
Called is your expertise,

776
00:17:44,844 --> 00:17:46,734
copyrightable, and you can

777
00:17:46,734 --> 00:17:48,414
take that and it can give you

778
00:17:48,424 --> 00:17:50,744
an initial analysis of, kind

779
00:17:50,744 --> 00:17:52,509
of what requirements are to

780
00:17:52,509 --> 00:17:54,489
have copyrightable, material.

781
00:17:54,709 --> 00:17:56,349
And from there, look at

782
00:17:56,369 --> 00:17:57,309
the other ways that you

783
00:17:57,309 --> 00:17:59,389
can work with me online and

784
00:17:59,389 --> 00:18:00,629
then you can always find

785
00:18:00,629 --> 00:18:02,369
me at LinkedIn as well.

786
00:18:02,399 --> 00:18:03,379
I've been on there.

787
00:18:03,999 --> 00:18:04,549
Forever.

788
00:18:04,579 --> 00:18:06,149
So I am the only Aaron, well,

789
00:18:06,159 --> 00:18:07,119
the original Aaron Austin.

790
00:18:07,119 --> 00:18:07,899
I imagine there are others

791
00:18:07,899 --> 00:18:09,479
that came after me, but,

792
00:18:09,499 --> 00:18:11,099
just my name, Aaron Austin.

793
00:18:12,749 --> 00:18:12,749
Scott Ritzheimer:

794
00:18:12,749 --> 00:18:13,969
The OG Aaron Austin.

795
00:18:15,029 --> 00:18:15,509
That's right.

796
00:18:15,509 --> 00:18:16,459
Oh, that's so good.

797
00:18:16,489 --> 00:18:18,049
So again, Aaron's,

798
00:18:18,099 --> 00:18:19,269
, website is fantastic.

799
00:18:19,269 --> 00:18:20,349
Think beyond ip.

800
00:18:20,359 --> 00:18:20,619
com.

801
00:18:20,629 --> 00:18:21,309
It's in the notes.

802
00:18:21,309 --> 00:18:22,009
We'll put her LinkedIn

803
00:18:22,019 --> 00:18:23,039
profile there as well.

804
00:18:23,039 --> 00:18:23,979
So you can click right to

805
00:18:23,979 --> 00:18:25,659
it and Aaron, thank you

806
00:18:25,659 --> 00:18:26,749
so much for being here.

807
00:18:26,799 --> 00:18:28,129
and it was just an

808
00:18:28,139 --> 00:18:29,029
honor having you.

809
00:18:29,029 --> 00:18:30,199
And for those who are watching

810
00:18:30,199 --> 00:18:31,149
or listening today, you know,

811
00:18:31,149 --> 00:18:31,779
your time and attention.

812
00:18:33,009 --> 00:18:34,279
I hope you got as much out

813
00:18:34,279 --> 00:18:35,269
of this conversation as I

814
00:18:35,269 --> 00:18:37,019
know I did, and I cannot

815
00:18:37,019 --> 00:18:38,579
wait to see you next time.

816
00:18:38,749 --> 00:18:39,189
Take care.

817
00:18:39,492 --> 00:18:39,902
Thank you.