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Hello., ladies.

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Welcome to
the Hourly to

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Exit podcast.

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I am so excited
for today's guest,

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Betsy Jordan.

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Erin.

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I'm so happy to
have you here today.

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Lots for us
to talk about.

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But before we get
started, can you

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introduce yourself

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to the audience?

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Sure.

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My name is
Betsy Jordan.

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I am a business
mentor and a

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brand messaging
and positioning

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strategist
for remarkable

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consultants and
coaches and their

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unique strengths
and experiences

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and passions.

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Very nice,
very nice.

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So who is your
typical client

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and how did
you upon them?

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Did they choose
you or did you

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choose them?

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So my ideal client
is usually somebody

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who's either like
one or two phases

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in their career.

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They're either
at a corporate

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kind of job and
they're like, okay,

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I've had enough.

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I've hit the top.

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I wonder What
is this for?

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I wanna have control
over my career in

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my life, and I have
more significance,

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and I'm not sure how
to navigate that.

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So that's one set
of my clients and

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they know they wanna
start a business

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that relates to
their knowledge and

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their expertise.

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Like a consultant,
coach, speaker

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kind of person.

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Or it's somebody
who they built.

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The wrong business
and it's not the

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business that they
are loving and it's

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not the right one.

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I work with them
and we use basically

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the same processes
for both of them.

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I think they find
me because of my

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content, which
is how you and

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I got connected.

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Very,

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very nice.

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So I've heard,
you reminded me of

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this term boomer
preneur, but maybe

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that doesn't apply.

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Like we're people
who had this

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whole career and
now they wanna Do

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this consulting or
things like that?

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Is that a term that,
am I the only one

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who uses that term?

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I don't know if I
would use that one.

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I use more like
corporate refugee

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or somebody who's
like a mid-career

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professional.

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Like there's other
people like Marie

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Folio who's out
there and I think

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there's a huge
difference between

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somebody who's
an entrepreneur

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and that's their
first career.

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Mm-hmm.

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Versus what it
takes for somebody

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who's mid-career,
who's got, a certain

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amount of perk
status in their

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job, in their.

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Corner office,
their status.

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Everybody's
expecting so much

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from them and for
them to leave that

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kind of golden
handcuff kind of

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situation mm-hmm.

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Into starting
a business

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is completely
different.

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And those are the
people I really love

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serving the most.

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that is a shocker.

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As well as just
the way are staffed

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has changed.

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Like when I
started my career,

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everyone had.

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What was then as
secretary, but then

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became an assistant.

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And then I remember,
this is maybe 10

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years ago, I was
working with a

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client and I'm like,
well, you know, just

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have your assistant
send it to me.

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He's like, and this
was the c e o And

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he is like, I don't
have an assistant.

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Like, cause everyone
just, you know,

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kind of, and they
just kind of do

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things differently,
you know?

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Mm-hmm.

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And, so to stop
having that, support

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and becoming an
entrepreneur, that's

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gotta be quite the
shock to the system.

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Well, that will
actually feed

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into part of
what we're gonna

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talk about today.

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I mean, there's
many things that we

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could talk about,
but that's corporate

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to entrepreneur
transition.

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And in particular
in the consulting

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space where we're
experts, we're using

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our brains, we're
gonna talk about

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profitability, I'll
let you talk about

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what the differences
are, but really

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about profitability.

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Because when we're
in corporate and

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we think about, you
know, okay, you have

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revenue, and then
you got all these

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overhead pieces.

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rent and payroll
and office supplies

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and vendors and
maybe when we are

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solopreneurs, we.

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Don't have any
of those things.

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So we think it's all
profit, you know?

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and we're not really
thinking about

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the big picture of
making sure what

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we're doing really
is profitable.

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Does it really
make sense for us

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to do this versus
going back to the

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corporate job.

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And so I'd love for
you to start big

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picture about, what
profit is versus

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things like income
and revenue and

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how that applies
the problems that

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you see among
your, clients

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kind of wrapping
their heads around

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these things.

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one of the biggest
things I think

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when people are
leaving a corporate

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job and starting
a or any sort of

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job and starting
a business is

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understanding that
your relationship to

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money has changed.

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So when you're in
a job, you're in a

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compensation model.

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what that means
is I do work.

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And then I get
paid for, I don't

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even have to
get paid for it.

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I get paid.

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And I get
compensated for

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the work that I do.

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And so it's a
compensation model.

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And I think a
lot of times when

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people leave that
compensation model

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and they go into a
business, they don't

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make that shift
of saying, "Wait a

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minute, I have to
create a business."

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And business
is different.

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So business is
about, I invest

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money first and
then I get a return.

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And so that's like
the first big shift

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like, any one of
my clients were

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advising their
clients or going

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to a company,
they would say,

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"Well, you have
to spend money

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to make money."

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Mm-hmm.

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But when they leave
and they start their

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own business, they
think, well, I don't

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need to spend money.

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I could just go
out there and

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find clients.

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And I'm like, well,
if you're gonna

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just go out there
and find clients,

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you're actually
recreating your job.

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In a business, and
you're gonna wind

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up in that trading
time for money

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trap because that's
what you know.

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Mm-hmm.

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And that's what
other people are.

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So we think, oh,
okay, well I'm

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gonna go look
for other busier

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consultants and
take their carryover

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work, or I'm gonna
sign up for this

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coaching form and
they're gonna bring

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clients to me.

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you're still in a
compensation model,

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so there's no profit
potential in a

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compensation model.

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Because you don't
have a business, you

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have to think about
money completely

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different when
you are starting

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a business.

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That's why it's
important that you

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invest properly
in a really

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great website.

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You get clear in
your messaging,

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you figure out who
you're going after,

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and then you figure
out like what are

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different ways that
you're going to

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provide products
and services that

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are scalable?

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And so that first
mindset is you

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have to go first.

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And it's interesting
with, expert

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knowledge workers
as I always use,

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the example of
the hotdog cart.

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Because I did
research one time

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around how much
does it cost to

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set up a cop dog
cart, and it was

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like something like
$50,000 you have

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to invest to buy
a hotdog cart, get

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it up and running,
find your corner

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and all of that.

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People would get
that like, I have

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to spend money on
my hotdog cart.

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I have to spend
money on hotdogs.

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I have to
spend money on

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condiments in
order to get sales.

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But when you're
dealing with

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knowledge, it's
like, well, I

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don't need to do
that because I've

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been doing this
for a long time.

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So it's the mindset.

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Is the first thing
before we could

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even talk about the
difference between

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profitability,
trading, time for

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money, and all
that kind of stuff.

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Thank you

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for that.

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Yes.

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Well, that's
the danger of me

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trying to set up
something without

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being the expert.

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So thank you
for that.

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That is so
important.

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I, have been a
victim of exactly

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what you talked
about and, some

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lawyers never
leave that.

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Money, mindset.

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but it is something
that I see again

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and again on the one
hand, the ability

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to go straight
from our corporate

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job to quickly,
creating income, so

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we can keep paying
the mortgage and

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things is one of
the benefits of

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it, but also one
of the traps of it,

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because you can get
stuck there, right?

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you can't scale.

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Mm-hmm.

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And it's not
sustainable.

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Mm-hmm.

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when you're in a job
and you're going the

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job search process,
you only have to

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find one job and
you're kind of done.

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Mm-hmm.

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You know, nobody
wants to be

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perennially out
of work constantly

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on that hustle.

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looking for the next
gig and the next gig

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and the next gig.

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That's exhausting.

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Mm-hmm.

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And at some point,
some of it's gonna

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say, well, forget
it, I'm just gonna

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go leave and get
a corporate job

267
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Because it is
a lot easier.

268
00:06:56,590 --> 00:06:57,876
And the other thing
that you do when you

269
00:06:57,906 --> 00:06:59,526
recreate that kind
of role, like, I

270
00:06:59,526 --> 00:07:00,636
hate subcontracting.

271
00:07:00,636 --> 00:07:02,010
It's like, it makes
me crazy because

272
00:07:02,273 --> 00:07:04,303
if you give control
over how you set

273
00:07:04,303 --> 00:07:05,593
up work to somebody
else, like you

274
00:07:05,598 --> 00:07:07,033
really don't have a
business and you're

275
00:07:07,033 --> 00:07:08,353
not even really
being a strategic

276
00:07:08,353 --> 00:07:09,823
partner or whoever
you're helping.

277
00:07:09,828 --> 00:07:10,045
Mm-hmm.

278
00:07:10,045 --> 00:07:11,435
you do all of
this where you're

279
00:07:11,435 --> 00:07:12,725
actually making
less money.

280
00:07:12,725 --> 00:07:13,835
It may feel like
you're making

281
00:07:13,835 --> 00:07:14,915
more money, but
you're not, or

282
00:07:14,915 --> 00:07:16,325
you think you
have more freedom.

283
00:07:16,385 --> 00:07:17,405
You're working
the same amount

284
00:07:17,405 --> 00:07:19,438
of hours without
any colleagues.

285
00:07:19,686 --> 00:07:20,946
really that are
your colleagues.

286
00:07:20,946 --> 00:07:21,036
Mm-hmm.

287
00:07:21,236 --> 00:07:23,036
without any career
opportunities.

288
00:07:23,121 --> 00:07:24,531
and without all of
the other stuff.

289
00:07:24,531 --> 00:07:25,611
So it's like,
it's the worst

290
00:07:25,611 --> 00:07:26,361
of all worlds.

291
00:07:26,361 --> 00:07:26,421
Yeah.

292
00:07:26,426 --> 00:07:27,551
From my perspective.

293
00:07:27,556 --> 00:07:27,611
Yeah.

294
00:07:27,791 --> 00:07:28,661
Other people
might like it.

295
00:07:28,661 --> 00:07:29,501
If you like
it, cool.

296
00:07:29,501 --> 00:07:30,971
Like, I don't judge
you, it's awesome.

297
00:07:30,971 --> 00:07:32,655
But from my
standpoint, I

298
00:07:32,660 --> 00:07:33,955
didn't leave my
corporate job.

299
00:07:34,305 --> 00:07:35,505
I was a senior
leader at Walt

300
00:07:35,510 --> 00:07:36,075
Disney World.

301
00:07:36,080 --> 00:07:37,065
I had a
great career.

302
00:07:37,211 --> 00:07:38,261
I had many
opportunities I

303
00:07:38,261 --> 00:07:39,491
could take in my
career anywhere

304
00:07:39,491 --> 00:07:41,111
If I wanted
that, I would've

305
00:07:41,111 --> 00:07:41,681
stayed there.

306
00:07:41,681 --> 00:07:43,391
But instead I wanted
to have control

307
00:07:43,391 --> 00:07:45,011
and freedom and all
those other things.

308
00:07:45,433 --> 00:07:46,055
Yeah, there

309
00:07:46,060 --> 00:07:47,405
is that illusion
that will get

310
00:07:47,405 --> 00:07:49,475
control and freedom
from going out on

311
00:07:49,475 --> 00:07:50,225
our own, right.

312
00:07:50,225 --> 00:07:52,265
But if we really
think about, if we

313
00:07:52,265 --> 00:07:53,285
don't have some of
the things you're

314
00:07:53,285 --> 00:07:54,965
gonna talk about in
place, that we just

315
00:07:54,970 --> 00:07:57,755
have created a job
without benefits and

316
00:07:57,760 --> 00:07:58,835
without add upside.

317
00:07:59,050 --> 00:07:59,775
So, all right.

318
00:07:59,775 --> 00:08:02,865
let's get to how you
help clients make

319
00:08:02,925 --> 00:08:04,665
that mindset shift.

320
00:08:05,008 --> 00:08:06,445
well, the first
things first is we

321
00:08:06,445 --> 00:08:07,645
really talk about
like, what kind of

322
00:08:07,645 --> 00:08:09,671
business you really
wanna start, and get

323
00:08:09,671 --> 00:08:11,111
clear that you're
starting a business,

324
00:08:11,201 --> 00:08:12,760
you to me, the way
I help my clients

325
00:08:12,760 --> 00:08:14,020
is it's more of
an action learning

326
00:08:14,025 --> 00:08:14,560
kind of thing.

327
00:08:14,565 --> 00:08:15,700
It's not like I
just sit there and

328
00:08:15,700 --> 00:08:16,810
say, all right,
well your mindset's

329
00:08:16,815 --> 00:08:17,410
gonna shift.

330
00:08:17,410 --> 00:08:18,490
It's like, your
mindset's gonna

331
00:08:18,490 --> 00:08:19,640
shift as we do
certain things.

332
00:08:19,660 --> 00:08:20,080
Mm-hmm.

333
00:08:20,130 --> 00:08:21,630
as we clarify
who your ideal

334
00:08:21,630 --> 00:08:22,350
client is.

335
00:08:22,620 --> 00:08:24,066
that's a starting
point because then

336
00:08:24,066 --> 00:08:25,416
you're gonna get
clear of like,

337
00:08:25,446 --> 00:08:26,706
oh, okay, I have
a business that's

338
00:08:26,706 --> 00:08:29,290
supporting somebody
specific rather than

339
00:08:29,493 --> 00:08:30,663
here's my expertise.

340
00:08:30,663 --> 00:08:32,316
Like, that's where
the flip is, when

341
00:08:32,316 --> 00:08:33,606
you're looking
for a job like the

342
00:08:33,606 --> 00:08:35,256
spotlight, it is on
you and all of your

343
00:08:35,261 --> 00:08:36,576
expertise when you
build a business,

344
00:08:36,581 --> 00:08:37,786
the spotlight's on
your ideal client,

345
00:08:38,283 --> 00:08:39,358
for you when you
were making this

346
00:08:39,358 --> 00:08:41,608
shift is you are
a corporate person

347
00:08:41,705 --> 00:08:43,205
you had all this
legal IP advice,

348
00:08:43,205 --> 00:08:45,215
but you decided I
wanna help women

349
00:08:45,215 --> 00:08:47,555
experts, and there's
a bigger why.

350
00:08:47,555 --> 00:08:48,845
So you get really
clear on that

351
00:08:48,845 --> 00:08:50,495
and that starts
creating that shift,

352
00:08:50,710 --> 00:08:52,840
And then I work
with my clients

353
00:08:52,840 --> 00:08:53,860
through like, no,
how they're gonna

354
00:08:53,865 --> 00:08:55,540
stand out in the
marketplace and

355
00:08:55,540 --> 00:08:56,860
then we work on
their website.

356
00:08:56,865 --> 00:08:58,030
When you have
your website, that

357
00:08:58,030 --> 00:08:59,140
helps you start
thinking about

358
00:08:59,140 --> 00:09:01,060
like, okay, I have
to really work on.

359
00:09:01,366 --> 00:09:02,476
marketing system.

360
00:09:02,686 --> 00:09:04,130
And I have to start
thinking about

361
00:09:04,130 --> 00:09:05,450
bigger picture, like
what's my online

362
00:09:05,500 --> 00:09:07,486
platform that's
just like a brochure

363
00:09:07,486 --> 00:09:08,236
kind of website.

364
00:09:08,236 --> 00:09:09,766
So the mindset
changes, like I'm

365
00:09:09,766 --> 00:09:12,263
not a believer of
mindset changing.

366
00:09:12,268 --> 00:09:13,618
I just sit there
in isolation.

367
00:09:13,618 --> 00:09:15,778
My mindset changes,
and then I could

368
00:09:15,778 --> 00:09:16,288
do actions.

369
00:09:16,708 --> 00:09:19,108
I believe that as
you do actions with

370
00:09:19,108 --> 00:09:21,038
intentionality,
here's my mindset

371
00:09:21,038 --> 00:09:23,188
gap, like if I have
a money issue, we're

372
00:09:23,193 --> 00:09:24,688
gonna have an actual
tangible thing.

373
00:09:24,693 --> 00:09:25,618
Like, okay,
let's talk about

374
00:09:25,618 --> 00:09:26,158
your website.

375
00:09:26,483 --> 00:09:27,713
and how do you
wanna set it up

376
00:09:27,713 --> 00:09:28,733
and what's the
money you're gonna

377
00:09:28,733 --> 00:09:29,603
leave on the table?

378
00:09:29,603 --> 00:09:30,653
And we work on
it from that

379
00:09:30,653 --> 00:09:31,253
standpoint.

380
00:09:31,476 --> 00:09:32,976
there's like the
action learning

381
00:09:32,976 --> 00:09:33,696
kind of things.

382
00:09:33,858 --> 00:09:35,026
And then there's
advice I might

383
00:09:35,026 --> 00:09:35,836
give along the way.

384
00:09:35,841 --> 00:09:37,720
Like number one,
there's many ways

385
00:09:37,720 --> 00:09:38,950
that you could set
up your business,

386
00:09:39,150 --> 00:09:40,450
but I think you need
to have business

387
00:09:40,450 --> 00:09:42,496
money separate and
personal money, a

388
00:09:42,496 --> 00:09:44,303
wall between the
two so that you

389
00:09:44,308 --> 00:09:45,953
start thinking about
the profitability

390
00:09:45,953 --> 00:09:47,833
of your business
and thinking about

391
00:09:47,833 --> 00:09:49,723
like, I'm gonna get
a salary out of it.

392
00:09:49,840 --> 00:09:51,543
and that's gonna
go over here, but

393
00:09:51,548 --> 00:09:52,893
sometimes people
kinda like lump

394
00:09:52,893 --> 00:09:53,523
it all together.

395
00:09:53,523 --> 00:09:53,613
Yes.

396
00:09:53,613 --> 00:09:54,986
Like I have, have
a client who sent

397
00:09:54,986 --> 00:09:56,710
me a, a spreadsheet
from a different

398
00:09:56,710 --> 00:09:57,850
form that she
was working on,

399
00:09:57,850 --> 00:09:59,050
on how to figure
out how much to

400
00:09:59,050 --> 00:10:00,250
charge different
than weight that

401
00:10:00,250 --> 00:10:01,000
I would set it up.

402
00:10:01,120 --> 00:10:01,210
Mm-hmm.

403
00:10:01,293 --> 00:10:02,853
And they included
like, here's all my

404
00:10:03,021 --> 00:10:04,816
personal expenses
and here's all

405
00:10:04,816 --> 00:10:05,866
my other things
and this is how

406
00:10:05,866 --> 00:10:06,886
much money I
have to make.

407
00:10:06,886 --> 00:10:08,326
I'm like, no, your
personal expenses

408
00:10:08,326 --> 00:10:08,956
are over there.

409
00:10:09,141 --> 00:10:10,490
you have to put
a wall, like

410
00:10:10,490 --> 00:10:12,110
there's a wall
between the two.

411
00:10:12,110 --> 00:10:12,230
Mm-hmm.

412
00:10:12,560 --> 00:10:14,030
So that you can look
at your business

413
00:10:14,030 --> 00:10:15,740
profitability
separately from

414
00:10:15,740 --> 00:10:16,580
here's my income.

415
00:10:17,120 --> 00:10:18,320
Well, let's stick
into that cuz I

416
00:10:18,320 --> 00:10:20,090
do think people
get really hung

417
00:10:20,090 --> 00:10:20,720
up on that.

418
00:10:20,966 --> 00:10:23,703
And, first decade
of my business,

419
00:10:24,573 --> 00:10:26,403
freelancing
everything that

420
00:10:26,763 --> 00:10:29,540
I collected from
my clients was

421
00:10:29,540 --> 00:10:32,406
errands and that's
how I paid the

422
00:10:32,411 --> 00:10:33,936
mortgage and sent
the kid to school

423
00:10:33,936 --> 00:10:34,866
and that was it.

424
00:10:34,866 --> 00:10:37,415
And there wasn't,
This business in

425
00:10:37,415 --> 00:10:39,125
the middle with me
getting payroll.

426
00:10:39,381 --> 00:10:41,365
tell us about how do
you work with your

427
00:10:41,365 --> 00:10:43,893
clients to, when you
have someone like

428
00:10:44,103 --> 00:10:46,943
an Erin who just has
their money come in

429
00:10:47,203 --> 00:10:49,113
and is not thinking
about whether or

430
00:10:49,113 --> 00:10:50,820
not it's profitable,
whether or not

431
00:10:50,910 --> 00:10:52,530
actually have a
profitable business,

432
00:10:52,863 --> 00:10:54,603
do my offerings
make sense?

433
00:10:54,773 --> 00:10:56,693
Is the way on
building make sense?

434
00:10:56,913 --> 00:10:58,477
would I be better
off just going

435
00:10:58,477 --> 00:10:59,527
back in house?

436
00:10:59,767 --> 00:11:01,627
what are the steps
to, helping them

437
00:11:01,869 --> 00:11:02,243
think through

438
00:11:02,243 --> 00:11:02,543
that?

439
00:11:02,927 --> 00:11:04,877
First off, I would
never suggest if

440
00:11:04,877 --> 00:11:06,197
somebody really
feels like next

441
00:11:06,197 --> 00:11:08,800
step in their big
calling is to be

442
00:11:08,800 --> 00:11:09,370
a business owner.

443
00:11:09,370 --> 00:11:09,460
Mm-hmm.

444
00:11:09,700 --> 00:11:11,350
I would never say
you need to burn

445
00:11:11,350 --> 00:11:12,490
those bridges.

446
00:11:12,707 --> 00:11:13,877
the only way that
you're gonna be

447
00:11:13,877 --> 00:11:15,707
successful over
the long term is

448
00:11:15,712 --> 00:11:17,297
to be committed to
being successful.

449
00:11:17,297 --> 00:11:18,312
Well over the
long term.

450
00:11:18,342 --> 00:11:18,432
Mm-hmm.

451
00:11:18,508 --> 00:11:19,798
And you're never
gonna figure it out

452
00:11:19,798 --> 00:11:20,578
right at the gate.

453
00:11:20,578 --> 00:11:21,718
So the first thing
I would say to

454
00:11:21,718 --> 00:11:23,248
you is like, of
course you approach

455
00:11:23,248 --> 00:11:24,538
it that way, no
harm, no foul.

456
00:11:24,617 --> 00:11:26,373
the secret to your
long term success

457
00:11:26,373 --> 00:11:27,843
is like you try some
things out and you

458
00:11:27,843 --> 00:11:29,967
kind of pivot and
you go, it's not a

459
00:11:29,972 --> 00:11:31,640
problem, if you're,
depending on how

460
00:11:31,645 --> 00:11:32,420
you set things up.

461
00:11:33,088 --> 00:11:34,888
To, if you wanna
have it mixed, like

462
00:11:34,912 --> 00:11:36,592
some people like to
have it mixed and

463
00:11:36,708 --> 00:11:38,228
that is a way to
do it, I believe,

464
00:11:38,228 --> 00:11:39,278
in the firewall.

465
00:11:39,472 --> 00:11:40,938
But the key would
be is like I would

466
00:11:40,938 --> 00:11:42,563
be asking you how
are you investing

467
00:11:42,563 --> 00:11:44,522
in your business and
what kind of return

468
00:11:44,522 --> 00:11:45,422
are you looking at?

469
00:11:45,586 --> 00:11:47,022
And there's other
ways that you would

470
00:11:47,027 --> 00:11:48,192
price your services.

471
00:11:48,192 --> 00:11:49,273
Like if you're not
making enough money,

472
00:11:50,049 --> 00:11:51,549
From your services,
like, well, we

473
00:11:51,549 --> 00:11:52,539
need to look at
your products

474
00:11:52,539 --> 00:11:53,469
and services
and how you're

475
00:11:53,469 --> 00:11:54,316
framing ' em up.

476
00:11:54,559 --> 00:11:55,519
are you setting up?

477
00:11:55,660 --> 00:11:57,520
a lot of coaches
do this is they set

478
00:11:57,520 --> 00:11:59,020
up their business
in this hourly

479
00:11:59,020 --> 00:11:59,710
type of thing.

480
00:11:59,856 --> 00:12:01,056
where it's like,
okay, well I have

481
00:12:01,193 --> 00:12:03,416
my one hour package,
that's a couple

482
00:12:03,416 --> 00:12:03,816
hundred dollars.

483
00:12:04,106 --> 00:12:05,736
I have my eight
package, one where

484
00:12:06,036 --> 00:12:08,636
it breaks it down
$150 a coaching

485
00:12:08,636 --> 00:12:10,233
session, and that
kind of thing.

486
00:12:10,233 --> 00:12:11,163
Like, well,
you're never gonna

487
00:12:11,163 --> 00:12:12,033
scale that one.

488
00:12:12,183 --> 00:12:12,363
Right.

489
00:12:12,363 --> 00:12:13,683
And that's not
interesting.

490
00:12:13,683 --> 00:12:15,123
I would probably
say, all right,

491
00:12:15,123 --> 00:12:16,438
Aaron, Let's talk
about your ideal

492
00:12:16,438 --> 00:12:18,785
client and let's
talk about what

493
00:12:18,785 --> 00:12:20,135
the problem that
you're solving.

494
00:12:20,135 --> 00:12:21,630
Let's talk about
who they're turning

495
00:12:21,630 --> 00:12:23,340
to, to solve those
problems and where

496
00:12:23,340 --> 00:12:24,030
the gaps are.

497
00:12:24,245 --> 00:12:26,100
And let's frame up
a very interesting

498
00:12:26,105 --> 00:12:27,150
signature program.

499
00:12:27,410 --> 00:12:27,675
Mm-hmm.

500
00:12:27,711 --> 00:12:29,316
That would have a
variety of different

501
00:12:29,321 --> 00:12:31,186
elements that would
be of more value.

502
00:12:31,872 --> 00:12:32,946
So it's like, we
wanna look at it

503
00:12:32,946 --> 00:12:34,626
from that angle and
we wanna look at

504
00:12:34,626 --> 00:12:36,216
like, well, what are
your profit goals?

505
00:12:36,439 --> 00:12:37,956
So if you wanna
make, let's say,

506
00:12:37,956 --> 00:12:39,426
a hundred thousand
dollars a year

507
00:12:39,602 --> 00:12:41,345
and you think your
average price per

508
00:12:41,345 --> 00:12:43,299
client is X and
it's like, okay,

509
00:12:43,299 --> 00:12:45,812
so I need to create
a $5,000 program.

510
00:12:46,142 --> 00:12:47,102
It's like, well,
what would we

511
00:12:47,102 --> 00:12:48,752
need to include
to make this a

512
00:12:48,757 --> 00:12:50,042
$5,000 program?

513
00:12:50,329 --> 00:12:51,979
It could include
X number of

514
00:12:51,984 --> 00:12:52,789
coaching sessions.

515
00:12:52,794 --> 00:12:53,889
It can include a
membership forum.

516
00:12:53,949 --> 00:12:56,009
It could include
an online, Course

517
00:12:56,232 --> 00:12:57,809
it can include
on-call access,

518
00:12:57,809 --> 00:12:59,929
which by the way
is high value that

519
00:12:59,929 --> 00:13:00,739
people undervalue.

520
00:13:00,879 --> 00:13:01,299
Mm-hmm.

521
00:13:01,384 --> 00:13:02,954
And people don't
do this  “on-call

522
00:13:02,954 --> 00:13:04,624
trusted advisor”
because they're

523
00:13:04,644 --> 00:13:05,689
worried that people
are gonna take

524
00:13:05,689 --> 00:13:06,379
advantage of you

525
00:13:06,379 --> 00:13:06,389
Mm-hmm.

526
00:13:06,632 --> 00:13:06,709
Mm-hmm.

527
00:13:06,949 --> 00:13:08,089
But it's high value.

528
00:13:08,089 --> 00:13:09,469
Like I could call
you when I need

529
00:13:09,474 --> 00:13:11,559
to, maybe you
include office

530
00:13:11,564 --> 00:13:13,049
hours or maybe
you include live

531
00:13:13,049 --> 00:13:16,119
retreats, and all
of that is $5,000.

532
00:13:16,179 --> 00:13:17,619
So, for example,
I worked with a

533
00:13:17,619 --> 00:13:18,309
girl named Rachel.

534
00:13:18,309 --> 00:13:19,209
She's a
dating coach.

535
00:13:19,884 --> 00:13:21,414
She was initially
starting off with

536
00:13:21,414 --> 00:13:22,884
like, I'm gonna
kind of do this, and

537
00:13:22,884 --> 00:13:24,324
it's like, no, let's
create your program.

538
00:13:24,847 --> 00:13:26,647
and her program
includes an upfront

539
00:13:26,647 --> 00:13:28,877
assessment, and
a certain kickoff

540
00:13:29,087 --> 00:13:30,437
in-depth coaching
session around

541
00:13:30,437 --> 00:13:31,337
X, Y, and Z.

542
00:13:31,552 --> 00:13:32,837
Then she has
X number of

543
00:13:32,837 --> 00:13:33,437
coaching calls.

544
00:13:33,437 --> 00:13:35,645
Then she has the
dating profile

545
00:13:35,779 --> 00:13:38,235
review included in
the program, and

546
00:13:38,240 --> 00:13:39,465
then of course,
adding in those

547
00:13:39,465 --> 00:13:40,605
special bonuses.

548
00:13:40,605 --> 00:13:41,955
And it's all about
how you frame

549
00:13:41,955 --> 00:13:44,325
it, and that's a
scalable offer.

550
00:13:44,415 --> 00:13:45,435
That's interesting.

551
00:13:45,729 --> 00:13:47,265
Now people are
gonna be like, oh,

552
00:13:47,265 --> 00:13:49,449
okay, I'm willing
to pay more because

553
00:13:49,449 --> 00:13:50,229
of the return.

554
00:13:50,584 --> 00:13:50,944
Okay.

555
00:13:51,064 --> 00:13:51,574
Got it.

556
00:13:51,632 --> 00:13:53,042
And so when you
use the term

557
00:13:53,042 --> 00:13:54,642
investments, like
what does that

558
00:13:54,642 --> 00:13:55,452
mean specifically?

559
00:13:55,452 --> 00:13:58,315
I mean, in coaching
and, other types

560
00:13:58,315 --> 00:13:59,335
of human resources.

561
00:13:59,335 --> 00:13:59,665
Like what,

562
00:13:59,665 --> 00:14:00,205
what does that mean?

563
00:14:00,210 --> 00:14:00,715
Investment.

564
00:14:01,080 --> 00:14:02,610
I think everything
that you do for

565
00:14:02,610 --> 00:14:04,020
your business, you
need to think about

566
00:14:04,020 --> 00:14:05,477
it as so, so you
could look at the

567
00:14:05,477 --> 00:14:07,757
profit equation and
say there's revenue

568
00:14:07,817 --> 00:14:09,947
minus expenses
equals profit.

569
00:14:09,952 --> 00:14:10,167
Mm-hmm.

570
00:14:10,200 --> 00:14:11,460
But when I think
when you're a

571
00:14:11,460 --> 00:14:12,570
business owner,
there's some

572
00:14:12,570 --> 00:14:14,310
things that are
just like expenses

573
00:14:14,310 --> 00:14:15,030
you might say.

574
00:14:15,030 --> 00:14:15,917
It's like for
example, I

575
00:14:15,917 --> 00:14:18,577
use Cajabi as
my platform.

576
00:14:19,222 --> 00:14:20,512
And I could look
at it as a straight

577
00:14:20,512 --> 00:14:22,402
cost, or I think
about like, well,

578
00:14:22,402 --> 00:14:24,712
what does Cajabi
offer that allows

579
00:14:24,712 --> 00:14:25,312
me to scale?

580
00:14:25,312 --> 00:14:26,992
So Cajabi is
like a all-in-one

581
00:14:26,997 --> 00:14:27,862
kind of platform.

582
00:14:28,089 --> 00:14:29,662
So I get my website,
I have my email

583
00:14:29,667 --> 00:14:31,342
marketing, I have
my landing pages,

584
00:14:31,552 --> 00:14:33,532
I have my courses,
and all of this is

585
00:14:33,532 --> 00:14:35,469
in one place, So if
I'm spending like

586
00:14:35,474 --> 00:14:39,130
150 bucks a month on
Cajabi, I'm spending

587
00:14:39,130 --> 00:14:40,870
less if I were gonna
do all of those

588
00:14:40,870 --> 00:14:41,860
things separately.

589
00:14:42,125 --> 00:14:43,840
But I'm also
spending less time

590
00:14:43,840 --> 00:14:45,190
because everything's
all in one place.

591
00:14:45,190 --> 00:14:47,080
But then I have
all my tools that

592
00:14:47,080 --> 00:14:48,964
are there, if I can
master, like getting

593
00:14:48,964 --> 00:14:51,917
into Cajabi allowed
me to go from just

594
00:14:51,917 --> 00:14:54,587
mentoring people to
creating websites.

595
00:14:54,592 --> 00:14:54,697
Mm-hmm.

596
00:14:55,127 --> 00:14:56,898
And to working
on pipelines and

597
00:14:56,903 --> 00:14:58,877
helping people with
courses because

598
00:14:58,877 --> 00:15:00,347
I learned how to
do this myself.

599
00:15:00,347 --> 00:15:01,937
So every time I
get a bill from

600
00:15:01,937 --> 00:15:03,790
Kajabi, every time
I see it, every

601
00:15:03,790 --> 00:15:04,870
month, I feel happy.

602
00:15:05,075 --> 00:15:05,825
Like, yes.

603
00:15:06,255 --> 00:15:07,875
because I know
I'm investing.

604
00:15:08,020 --> 00:15:08,085
Mm-hmm.

605
00:15:08,325 --> 00:15:09,825
Or you might
invest in a virtual

606
00:15:09,830 --> 00:15:10,990
assistant, you
so, you think

607
00:15:10,990 --> 00:15:12,100
about the time
you might spend.

608
00:15:12,100 --> 00:15:13,180
So here's an
example with a

609
00:15:13,180 --> 00:15:14,020
virtual assistant.

610
00:15:14,020 --> 00:15:15,489
So I wound
up, signing up

611
00:15:15,489 --> 00:15:16,799
for, Working
with different

612
00:15:16,799 --> 00:15:19,102
organizations and
if you think about

613
00:15:19,102 --> 00:15:20,732
like how much they
might charge so you

614
00:15:20,732 --> 00:15:23,642
can get some VAs
from other parts

615
00:15:23,642 --> 00:15:25,772
of the world for
like $9 an hour,

616
00:15:25,772 --> 00:15:27,512
I don't know what
the US prices are.

617
00:15:27,572 --> 00:15:27,662
Mm-hmm.

618
00:15:27,794 --> 00:15:29,439
so just do the math
let's say you're

619
00:15:29,444 --> 00:15:31,479
gonna work on a P D
F, like in Canva or

620
00:15:31,479 --> 00:15:33,239
something, it might
take you 10 hours,

621
00:15:33,339 --> 00:15:35,169
but if you think
about it from your

622
00:15:35,169 --> 00:15:36,849
salary standpoint
and how much you're

623
00:15:36,849 --> 00:15:38,795
worth per hour,
this could be like

624
00:15:38,795 --> 00:15:40,865
a $10,000 P D F.

625
00:15:41,120 --> 00:15:43,755
if you have a va,
it's like way less.

626
00:15:43,785 --> 00:15:43,875
Mm-hmm.

627
00:15:44,145 --> 00:15:45,285
So When you're a
business owner,

628
00:15:45,285 --> 00:15:46,455
you have to
think about money

629
00:15:46,455 --> 00:15:47,985
differently and your
relationship with

630
00:15:47,985 --> 00:15:50,049
money is different
and you have to

631
00:15:50,049 --> 00:15:51,609
spend the money
first in order to

632
00:15:51,609 --> 00:15:52,359
get the return.

633
00:15:52,675 --> 00:15:52,789
Got it.

634
00:15:52,789 --> 00:15:54,979
Everything that
you do, it's so

635
00:15:54,984 --> 00:15:55,880
if you're thinking
like, oh my gosh,

636
00:15:56,149 --> 00:15:57,025
I don't have a
lot of money.

637
00:15:57,182 --> 00:15:58,645
Like when I first
started my business,

638
00:15:58,872 --> 00:16:00,249
I was going through
a horrible divorce.

639
00:16:00,874 --> 00:16:02,454
I lost all my
money, all of it.

640
00:16:02,484 --> 00:16:04,614
I had $200 in
the bank and my

641
00:16:04,614 --> 00:16:06,594
grandmother had
passed not that

642
00:16:06,594 --> 00:16:08,724
long ago, not long
be around that same

643
00:16:08,724 --> 00:16:10,774
time, and she left
me, I don't remember

644
00:16:10,779 --> 00:16:12,154
exactly how much,
but it was like,

645
00:16:12,445 --> 00:16:14,919
It was enough to
cover my initial

646
00:16:14,919 --> 00:16:16,029
business expenses.

647
00:16:16,212 --> 00:16:16,299
Mm-hmm.

648
00:16:16,539 --> 00:16:17,829
I could have taken
that money and

649
00:16:17,829 --> 00:16:19,822
lived for like six
months, you know,

650
00:16:19,822 --> 00:16:21,112
and I could have
lived off of that,

651
00:16:21,329 --> 00:16:23,575
or I took that
money and I paid for

652
00:16:23,575 --> 00:16:25,555
mentoring so I could
learn the skills I

653
00:16:25,555 --> 00:16:27,145
needed to learn as
a business owner.

654
00:16:27,205 --> 00:16:27,295
Mm-hmm.

655
00:16:27,535 --> 00:16:29,335
I invested in a
website and you'd

656
00:16:29,335 --> 00:16:30,925
dep appreciate this,
and I invested in

657
00:16:30,925 --> 00:16:32,335
content creation
from the get go.

658
00:16:32,575 --> 00:16:32,665
Mm-hmm.

659
00:16:32,905 --> 00:16:34,045
So I invested in.

660
00:16:34,202 --> 00:16:35,862
getting articles,
and I invested

661
00:16:35,862 --> 00:16:37,932
in learning how
to create videos.

662
00:16:38,185 --> 00:16:39,989
And from that
standpoint, I

663
00:16:39,989 --> 00:16:41,009
grew my business
at that point,

664
00:16:41,009 --> 00:16:42,359
literally from zero.

665
00:16:42,359 --> 00:16:43,739
I mean, I guess
you could say 200

666
00:16:43,744 --> 00:16:45,299
s, not zero, but
let's just say zero

667
00:16:45,525 --> 00:16:47,832
to 300,000 in the
first 18 months.

668
00:16:47,862 --> 00:16:47,952
Mm-hmm.

669
00:16:48,002 --> 00:16:49,312
And it's like my
mindset changed,

670
00:16:49,622 --> 00:16:50,792
like when I was
standing in front of

671
00:16:50,792 --> 00:16:53,149
my first opportunity
I had right after I

672
00:16:53,149 --> 00:16:54,109
launched my website.

673
00:16:54,687 --> 00:16:55,947
I had a client
who really wanted

674
00:16:55,947 --> 00:16:56,547
to work with me.

675
00:16:56,719 --> 00:16:58,287
Like they handed me
a proposal and say,

676
00:16:58,287 --> 00:16:59,937
meter beat this,
this job's yours.

677
00:17:00,267 --> 00:17:01,257
And it's like,
you know what?

678
00:17:01,257 --> 00:17:02,747
I, I saw myself
differently.

679
00:17:02,747 --> 00:17:04,690
I took a step back
and I said, again,

680
00:17:04,740 --> 00:17:06,690
I was like really
in the hole, and

681
00:17:06,690 --> 00:17:07,980
I was a single
parent at the time.

682
00:17:07,985 --> 00:17:07,990
Mm-hmm.

683
00:17:08,297 --> 00:17:09,407
I looked at their
proposal, I'm

684
00:17:09,407 --> 00:17:10,697
like, Nope, this
is not what's in

685
00:17:10,697 --> 00:17:11,478
the best interest
of the client.

686
00:17:11,957 --> 00:17:13,397
I gave a different
proposal.

687
00:17:13,397 --> 00:17:14,777
It I had to think
like five times

688
00:17:14,777 --> 00:17:16,517
more than what the
competitor did.

689
00:17:16,817 --> 00:17:18,234
And the clients
were freaking out.

690
00:17:18,234 --> 00:17:19,284
They're like, oh my
gosh, we're gonna

691
00:17:19,284 --> 00:17:21,120
have to break the,
to work with Betsy.

692
00:17:21,150 --> 00:17:21,830
And I'm
like, mm-hmm.

693
00:17:21,955 --> 00:17:23,324
And something
came over me and

694
00:17:23,324 --> 00:17:24,614
this is a phrase I
use all the time.

695
00:17:24,614 --> 00:17:27,237
Like, " No, that
other person, that

696
00:17:27,237 --> 00:17:28,137
is an expense.

697
00:17:28,227 --> 00:17:29,487
It's an expense that
you're gonna have.

698
00:17:29,547 --> 00:17:30,887
I'm not an expense
to be managed.

699
00:17:30,907 --> 00:17:32,577
I'm an investment
that will deliver

700
00:17:32,577 --> 00:17:33,227
a return."

701
00:17:33,537 --> 00:17:34,617
And they were
like, "Whoa."

702
00:17:34,764 --> 00:17:35,664
Then they signed
immediately

703
00:17:35,664 --> 00:17:36,294
on the spot.

704
00:17:36,534 --> 00:17:38,574
So it's about the
mindset around like,

705
00:17:38,604 --> 00:17:39,834
I'm an investment.

706
00:17:40,294 --> 00:17:41,824
And so I have to
invest in myself.

707
00:17:41,854 --> 00:17:43,927
I'm the product,
I'm the product,

708
00:17:43,927 --> 00:17:44,587
I'm the service.

709
00:17:44,587 --> 00:17:46,417
I have to invest
in myself and then

710
00:17:46,417 --> 00:17:47,287
I'll get a return.

711
00:17:47,527 --> 00:17:48,957
That's the key
is, and then

712
00:17:48,957 --> 00:17:49,917
you're gonna
think about things

713
00:17:49,917 --> 00:17:50,607
more creatively.

714
00:17:50,697 --> 00:17:51,537
I don't know if
that answered your

715
00:17:51,537 --> 00:17:52,227
question or not.

716
00:17:52,287 --> 00:17:53,437
Well, it did that,

717
00:17:53,437 --> 00:17:54,037
more than that.

718
00:17:54,037 --> 00:17:54,967
It was great.

719
00:17:54,967 --> 00:17:56,222
I mean, that is
so interesting

720
00:17:56,222 --> 00:17:58,772
to me cuz I like
to, talk about

721
00:17:58,772 --> 00:18:00,379
things like, law.

722
00:18:00,759 --> 00:18:02,359
You know, investing
in lawyers and

723
00:18:02,359 --> 00:18:04,099
they're thought
of as expenses.

724
00:18:04,099 --> 00:18:05,002
Like, okay, this
is something

725
00:18:05,002 --> 00:18:05,812
I have to do.

726
00:18:05,812 --> 00:18:07,912
I don't wanna do it,
but I gotta do it.

727
00:18:07,912 --> 00:18:09,862
And it's risk
avoidance and

728
00:18:09,929 --> 00:18:12,429
versus like, if
you use lawyers

729
00:18:12,434 --> 00:18:15,619
strategically, to
help you, put pieces

730
00:18:15,619 --> 00:18:18,202
in place that build
that foundation so

731
00:18:18,202 --> 00:18:18,642
that you can grow.

732
00:18:18,992 --> 00:18:21,002
it is an investment,
you know, investing

733
00:18:21,002 --> 00:18:22,802
in contracts,
investing

734
00:18:22,802 --> 00:18:23,759
in content.

735
00:18:24,305 --> 00:18:27,005
and I have
noticed in.

736
00:18:27,534 --> 00:18:28,824
Like proposals,
like if you see

737
00:18:28,824 --> 00:18:30,344
something online and
they'll have their

738
00:18:30,344 --> 00:18:32,294
prices and they'll
say investment

739
00:18:32,294 --> 00:18:34,634
as opposed to
price or cost.

740
00:18:35,040 --> 00:18:37,380
And I like that
because it really is

741
00:18:37,380 --> 00:18:39,870
just thinking about
it from, okay, this

742
00:18:39,870 --> 00:18:42,644
is something that
will have a return

743
00:18:42,644 --> 00:18:44,055
on investment if
I do my job right.

744
00:18:44,264 --> 00:18:45,164
You do your job
right, it's a

745
00:18:45,164 --> 00:18:46,884
return on this
and will help your

746
00:18:46,884 --> 00:18:47,604
business grow.

747
00:18:47,844 --> 00:18:49,104
I like that
you used.

748
00:18:49,349 --> 00:18:50,549
Just the term
investment instead

749
00:18:50,549 --> 00:18:51,179
of expenses.

750
00:18:51,179 --> 00:18:52,169
Things that we
could think of that

751
00:18:52,169 --> 00:18:53,159
way, but I think
it's the wrong way

752
00:18:53,159 --> 00:18:53,789
to think about it.

753
00:18:53,945 --> 00:18:55,295
I really like
that explanation.

754
00:18:55,295 --> 00:18:56,165
That was fantastic.

755
00:18:56,165 --> 00:18:56,645
Thank you.

756
00:18:57,385 --> 00:18:58,904
Well, speaking of,
attorneys though,

757
00:18:58,904 --> 00:19:01,304
like you're an
unusual attorney,

758
00:19:01,354 --> 00:19:03,827
who's also a coach
and so you, are a

759
00:19:03,832 --> 00:19:04,937
strategic partner.

760
00:19:04,997 --> 00:19:05,087
Mm-hmm.

761
00:19:05,087 --> 00:19:06,627
the problem that
you might have is

762
00:19:06,627 --> 00:19:09,357
that your field on
the whole is very

763
00:19:09,357 --> 00:19:11,347
much by the hour and
very much commodity.

764
00:19:11,407 --> 00:19:11,827
Mm-hmm.

765
00:19:12,082 --> 00:19:13,152
and it's like you
get into the legal

766
00:19:13,152 --> 00:19:14,782
situation and they
don't have like a

767
00:19:14,782 --> 00:19:15,832
big picture plan.

768
00:19:15,832 --> 00:19:16,009
Mm-hmm.

769
00:19:16,312 --> 00:19:17,272
So the same things
that I would

770
00:19:17,272 --> 00:19:18,592
recommend to my
clients who are

771
00:19:18,592 --> 00:19:19,969
coaches is like, you
need to have some

772
00:19:19,969 --> 00:19:20,869
sort of defined.

773
00:19:21,235 --> 00:19:23,054
Value that you're
gonna create for a

774
00:19:23,054 --> 00:19:23,834
client at the end.

775
00:19:23,834 --> 00:19:24,944
Like, so if I were
gonna work with

776
00:19:24,944 --> 00:19:27,200
you in, maybe in a
previous iteration,

777
00:19:27,200 --> 00:19:28,430
it's like, "Okay,
I wanna protect

778
00:19:28,430 --> 00:19:29,570
my intellectual
property."

779
00:19:29,850 --> 00:19:31,275
it might be you
would charge me

780
00:19:31,275 --> 00:19:33,595
$500 an hour,
boom, boom, boom.

781
00:19:33,625 --> 00:19:35,345
Now my money's up
in three hours.

782
00:19:35,555 --> 00:19:35,905
Right?

783
00:19:36,235 --> 00:19:38,670
Or you would say,
"I'm gonna help

784
00:19:38,670 --> 00:19:40,170
you create a body
of work that is

785
00:19:40,170 --> 00:19:42,210
monetizable.",
And let's say your

786
00:19:42,210 --> 00:19:44,640
package is $10,000,
but it's capped.

787
00:19:44,790 --> 00:19:44,909
Mm-hmm.

788
00:19:44,960 --> 00:19:46,290
And it's a value,
and I'm gonna

789
00:19:46,290 --> 00:19:47,520
create a different
kind of outcome.

790
00:19:47,525 --> 00:19:48,660
Now, I could
think about it

791
00:19:48,660 --> 00:19:50,747
differently, but
most lawyers don't

792
00:19:50,747 --> 00:19:52,877
operate like as
strategic partners.

793
00:19:52,997 --> 00:19:53,087
Yeah.

794
00:19:53,117 --> 00:19:55,337
They set themselves
up because the legal

795
00:19:55,342 --> 00:19:56,628
field, that's why
burnout is so bad.

796
00:19:56,633 --> 00:19:56,917
Mm-hmm.

797
00:19:57,195 --> 00:19:58,845
it's like by the
hour, by the hour,

798
00:19:58,965 --> 00:19:59,892
and the client
gets to the end.

799
00:19:59,892 --> 00:20:00,942
Like, I never.

800
00:20:01,362 --> 00:20:03,192
Ever, ever charged
by the hour?

801
00:20:03,312 --> 00:20:03,552
Yeah.

802
00:20:03,942 --> 00:20:06,492
Maybe very rarely
for like a one-off,

803
00:20:06,492 --> 00:20:08,192
like, If somebody
needs like a one-off

804
00:20:08,197 --> 00:20:09,392
kind of thing, it's
like, okay, before

805
00:20:09,392 --> 00:20:10,652
I sign up for this
whole big program

806
00:20:10,652 --> 00:20:11,822
with you, like,
can I just do a

807
00:20:11,827 --> 00:20:12,752
90 minute session?

808
00:20:12,752 --> 00:20:13,502
It's like,
okay, fine.

809
00:20:13,502 --> 00:20:13,592
Yes.

810
00:20:13,785 --> 00:20:14,615
Yeah, I'll do that.

811
00:20:14,852 --> 00:20:16,529
But never charged
by the hour.

812
00:20:16,769 --> 00:20:17,309
Ever.

813
00:20:17,314 --> 00:20:17,549
Yeah.

814
00:20:17,739 --> 00:20:18,029
Ever.

815
00:20:18,029 --> 00:20:20,292
Because if you are
by the hour, first

816
00:20:20,292 --> 00:20:21,642
off, I haven't been
an hourly worker

817
00:20:21,642 --> 00:20:23,479
since I was, 21.

818
00:20:23,479 --> 00:20:24,559
Like, when was the
last time I was

819
00:20:24,559 --> 00:20:25,699
an hourly worker?

820
00:20:25,879 --> 00:20:26,149
Right.

821
00:20:26,749 --> 00:20:27,769
You know, like,
I'm not gonna go

822
00:20:27,769 --> 00:20:29,329
back and be an
hourly worker ever.

823
00:20:30,019 --> 00:20:31,882
But when you're
talking about, your

824
00:20:31,887 --> 00:20:33,961
mindset, it's your
mindset influences

825
00:20:33,966 --> 00:20:34,471
the clients.

826
00:20:34,471 --> 00:20:36,168
Like, I'm an
investment and

827
00:20:36,173 --> 00:20:37,788
therefore I'm gonna
encourage you to

828
00:20:37,788 --> 00:20:38,208
be an investment.

829
00:20:38,751 --> 00:20:40,199
the thing that
gives clients

830
00:20:40,199 --> 00:20:42,059
happiness is like,
oh, you're promising

831
00:20:42,059 --> 00:20:43,229
a, transformation.

832
00:20:43,591 --> 00:20:45,511
that's different
than I'm going

833
00:20:45,511 --> 00:20:47,371
to do X, Y, and Z
and methodology.

834
00:20:47,376 --> 00:20:47,801
Methodology.

835
00:20:48,361 --> 00:20:48,451
Mm-hmm.

836
00:20:48,979 --> 00:20:51,108
So you help people
think about the way

837
00:20:51,108 --> 00:20:52,998
that they're pricing
they're offering

838
00:20:53,308 --> 00:20:55,768
in terms of outcome
versus inputs.

839
00:20:56,043 --> 00:20:57,213
I help them think
about the value

840
00:20:57,213 --> 00:20:58,713
that they create so
they can own their

841
00:20:58,713 --> 00:21:00,213
worth and they can
price properly.

842
00:21:00,363 --> 00:21:00,469
Mm-hmm.

843
00:21:00,723 --> 00:21:02,163
Based on the
transformation that

844
00:21:02,163 --> 00:21:03,393
they're gonna create
for the clients.

845
00:21:03,393 --> 00:21:05,103
That's meaningful
to the clients.

846
00:21:05,108 --> 00:21:05,133
Mm-hmm.

847
00:21:05,493 --> 00:21:05,583
Right?

848
00:21:05,588 --> 00:21:05,793
Yeah.

849
00:21:05,913 --> 00:21:07,156
And then they
invest themselves

850
00:21:07,156 --> 00:21:09,166
in themselves
properly in order

851
00:21:09,166 --> 00:21:10,246
to deliver on that.

852
00:21:10,591 --> 00:21:12,166
I have a good story
about the hourly.

853
00:21:12,166 --> 00:21:14,356
So, I worked
with, IP-based

854
00:21:14,376 --> 00:21:15,996
businesses for
many, many years.

855
00:21:16,223 --> 00:21:17,863
And, one of my
big clients is

856
00:21:17,863 --> 00:21:19,063
in the market
research phase.

857
00:21:19,326 --> 00:21:21,246
and then someone
had gone over to

858
00:21:21,246 --> 00:21:22,446
another market
research place and

859
00:21:22,446 --> 00:21:23,531
they're like, "Oh,
I've worked with

860
00:21:23,771 --> 00:21:24,971
other lawyers, I
have to explain

861
00:21:24,971 --> 00:21:26,141
everything to them,
takes them forever

862
00:21:26,141 --> 00:21:26,711
to figure it out.

863
00:21:26,711 --> 00:21:28,511
I know that you
know exactly how

864
00:21:28,511 --> 00:21:29,464
to do this well."

865
00:21:29,464 --> 00:21:30,124
I did.

866
00:21:30,478 --> 00:21:32,166
And it took me no
time to, like, I.

867
00:21:32,234 --> 00:21:33,134
I can do this
in my sleep.

868
00:21:33,134 --> 00:21:35,174
I can fix your
problem completely

869
00:21:35,234 --> 00:21:35,924
in an hour.

870
00:21:36,254 --> 00:21:37,981
And I was charging
by the hour, you

871
00:21:38,031 --> 00:21:41,588
and I fixed the
problem immediately

872
00:21:41,678 --> 00:21:43,418
because I'd been
doing what they

873
00:21:43,423 --> 00:21:45,944
needed for 10 years
so my reward for

874
00:21:45,944 --> 00:21:47,984
that was, getting
almost nothing.

875
00:21:48,134 --> 00:21:48,461
So

876
00:21:48,461 --> 00:21:50,051
So if you were a
more junior person,

877
00:21:50,051 --> 00:21:51,251
it would take
you in 20 hours

878
00:21:51,251 --> 00:21:52,361
and you would've
made more money.

879
00:21:52,366 --> 00:21:52,451
Right.

880
00:21:52,796 --> 00:21:54,931
So you're penalizing
yourself rather

881
00:21:54,936 --> 00:21:57,001
than if you can get
it done an hour.

882
00:21:57,091 --> 00:21:57,391
Right.

883
00:21:57,564 --> 00:21:58,814
I just did an
interview with

884
00:21:58,814 --> 00:22:00,223
an executive
on my podcast.

885
00:22:00,823 --> 00:22:01,813
I knew he was
saying like a lot

886
00:22:01,813 --> 00:22:03,373
of consultants
are looking at

887
00:22:03,603 --> 00:22:05,006
like, here's the
economic value.

888
00:22:05,006 --> 00:22:05,996
And he is like, you
gotta understand

889
00:22:05,996 --> 00:22:07,046
the return on time.

890
00:22:07,326 --> 00:22:09,499
so in some ways is
like, well I can

891
00:22:09,499 --> 00:22:11,089
take five hours to
do this and it's

892
00:22:11,089 --> 00:22:13,521
gonna cost a less
price, I'll get it

893
00:22:13,521 --> 00:22:14,031
done in an hour.

894
00:22:14,846 --> 00:22:15,986
And you could
charge the premium

895
00:22:15,986 --> 00:22:16,496
for the speed,

896
00:22:16,586 --> 00:22:16,746
right?

897
00:22:17,096 --> 00:22:17,336
Right.

898
00:22:17,336 --> 00:22:18,086
Exactly.

899
00:22:18,146 --> 00:22:18,866
Exactly.

900
00:22:19,071 --> 00:22:19,419
Yeah.

901
00:22:19,651 --> 00:22:20,859
No, it, it is
a tough one.

902
00:22:20,859 --> 00:22:22,736
And, you work with
men and women, but

903
00:22:22,876 --> 00:22:24,911
for many women have
trouble feeling like

904
00:22:24,911 --> 00:22:27,131
they're overcharging
for things like

905
00:22:27,131 --> 00:22:29,081
this, like, I know
that I could get

906
00:22:29,291 --> 00:22:31,354
that done, like, and
be done by, time for

907
00:22:31,354 --> 00:22:33,184
lunch and how can
I charge for that?

908
00:22:33,388 --> 00:22:34,971
but at the end of
the day, what is

909
00:22:34,971 --> 00:22:36,981
the value to the
client is really

910
00:22:36,981 --> 00:22:38,031
what matters there.

911
00:22:38,121 --> 00:22:38,511
So,

912
00:22:38,541 --> 00:22:39,876
I think men
and women both

913
00:22:39,876 --> 00:22:41,436
struggle with,
like, especially if

914
00:22:41,436 --> 00:22:43,256
you're a knowledge
worker, and you're

915
00:22:43,478 --> 00:22:44,676
getting paid for
your expertise,

916
00:22:44,706 --> 00:22:46,476
it's very hard to
put a price tag on.

917
00:22:46,506 --> 00:22:46,596
Mm-hmm.

918
00:22:46,836 --> 00:22:47,076
I see.

919
00:22:47,076 --> 00:22:48,696
Men and women
equally struggle

920
00:22:48,701 --> 00:22:49,836
with that
whole thing.

921
00:22:50,141 --> 00:22:51,191
But I think what
women struggle

922
00:22:51,191 --> 00:22:53,251
with more is if
somebody doesn't

923
00:22:53,251 --> 00:22:55,343
have money, then
they feel bad for

924
00:22:55,343 --> 00:22:56,438
'em, where men don't
care that much.

925
00:22:56,631 --> 00:22:58,231
women are like,
oh, okay, well I,

926
00:22:58,231 --> 00:22:59,701
guess I'll discount
it because I like

927
00:22:59,701 --> 00:23:01,001
you and I wanna
help you, or Yeah.

928
00:23:01,001 --> 00:23:02,231
Let me do this
for you for free.

929
00:23:02,231 --> 00:23:03,851
Like, we're much
more codependent

930
00:23:04,031 --> 00:23:04,121
mm-hmm.

931
00:23:04,391 --> 00:23:05,321
From that
standpoint.

932
00:23:05,321 --> 00:23:06,836
And men are really
good at like, this

933
00:23:06,836 --> 00:23:08,493
is part of my paid
program, and men

934
00:23:08,493 --> 00:23:09,933
are more aggressive
in asking for the

935
00:23:09,933 --> 00:23:12,084
sale, more than,
than women could be.

936
00:23:12,089 --> 00:23:12,483
Mm-hmm.

937
00:23:12,623 --> 00:23:13,433
Oh, interesting.

938
00:23:13,698 --> 00:23:15,822
do you, do you group
coaching or are

939
00:23:15,822 --> 00:23:16,382
they all individual?

940
00:23:17,445 --> 00:23:17,595
I

941
00:23:17,595 --> 00:23:19,365
just launched a
group coaching

942
00:23:19,395 --> 00:23:20,145
experience.

943
00:23:20,145 --> 00:23:21,768
So I take people
like through that

944
00:23:21,768 --> 00:23:23,958
whole transition,
from like, I have an

945
00:23:23,958 --> 00:23:26,478
idea, I wanna launch
it, I wanna move

946
00:23:26,478 --> 00:23:27,768
into this thought
leadership space.

947
00:23:27,768 --> 00:23:29,318
So I do, there's
some stuff that just

948
00:23:29,318 --> 00:23:30,968
requires one-on-one
kind of stuff.

949
00:23:30,968 --> 00:23:33,412
So I do a lot of
v i P days, like

950
00:23:33,417 --> 00:23:35,072
brand messaging kind
of stuff, wording,

951
00:23:35,072 --> 00:23:37,017
copywriting and all
that kind of stuff.

952
00:23:37,017 --> 00:23:38,007
that's more
like one-on-one.

953
00:23:38,007 --> 00:23:38,097
Mm-hmm.

954
00:23:38,397 --> 00:23:39,657
And it's not really
something that

955
00:23:39,657 --> 00:23:40,827
lends itself to
a group, but I've

956
00:23:40,827 --> 00:23:42,027
been very passionate
about bringing

957
00:23:42,027 --> 00:23:42,897
groups together.

958
00:23:42,957 --> 00:23:43,047
Mm-hmm.

959
00:23:43,047 --> 00:23:45,507
Because of the
power of being with

960
00:23:45,507 --> 00:23:46,917
other people who
are in the same

961
00:23:46,922 --> 00:23:48,897
place that you
are, the learning,

962
00:23:48,897 --> 00:23:49,977
and it's been
really powerful.

963
00:23:49,977 --> 00:23:51,087
So I started
this Purpose to

964
00:23:51,087 --> 00:23:52,587
Profits Academy,
is what I call it.

965
00:23:52,852 --> 00:23:54,620
And the promise
here is like, we're

966
00:23:54,620 --> 00:23:56,687
gonna get into
really actionable

967
00:23:56,687 --> 00:23:58,877
kind of training
to help you develop

968
00:23:58,877 --> 00:24:00,137
all the skillsets
that you're gonna

969
00:24:00,137 --> 00:24:00,977
need over time.

970
00:24:01,232 --> 00:24:01,883
Because as.

971
00:24:02,128 --> 00:24:03,418
a consulting, a
coaching business

972
00:24:03,418 --> 00:24:05,428
owner, you have to
learn the skills.

973
00:24:05,428 --> 00:24:06,488
You didn't learn
it, you know?

974
00:24:06,488 --> 00:24:06,648
Mm-hmm.

975
00:24:06,728 --> 00:24:08,188
If you were in
corporate and

976
00:24:08,188 --> 00:24:09,358
how do you learn
these skills?

977
00:24:09,363 --> 00:24:10,408
How do you learn
copywriting?

978
00:24:10,408 --> 00:24:11,902
How do you how to
write a headline?

979
00:24:11,992 --> 00:24:12,048
Mm-hmm.

980
00:24:12,267 --> 00:24:14,452
Or a sales page,
or how do you

981
00:24:14,452 --> 00:24:15,412
price yourself
or how do you

982
00:24:15,412 --> 00:24:16,192
create a proposal?

983
00:24:16,192 --> 00:24:17,032
All those things.

984
00:24:17,282 --> 00:24:18,362
And it's been
really powerful.

985
00:24:18,362 --> 00:24:19,672
I just launched it
a few weeks ago.

986
00:24:20,362 --> 00:24:21,877
And it's already
been amazing.

987
00:24:21,877 --> 00:24:24,223
Like the clients are
able to bring the

988
00:24:24,223 --> 00:24:26,960
specific things to
the table that they

989
00:24:26,960 --> 00:24:27,830
have questions on.

990
00:24:27,830 --> 00:24:29,475
And don't just trust
my opinion, like

991
00:24:29,475 --> 00:24:31,065
hear all the other
support and the

992
00:24:31,065 --> 00:24:32,565
transformations that
are really cool.

993
00:24:32,625 --> 00:24:32,985
I love it.

994
00:24:32,990 --> 00:24:34,485
Does, is that
open enrollment

995
00:24:34,485 --> 00:24:35,936
or do you have
like a, cohort

996
00:24:36,325 --> 00:24:37,645
that goes together
at the same time?

997
00:24:38,035 --> 00:24:39,265
No, it's an
open enrollment.

998
00:24:39,265 --> 00:24:39,295
Okay.

999
00:24:39,295 --> 00:24:41,062
I decided it,
this was like a

1000
00:24:41,062 --> 00:24:42,532
passion project
I just launched.

1001
00:24:42,532 --> 00:24:44,215
It's, only like
2 97 a month.

1002
00:24:44,575 --> 00:24:44,665
Mm-hmm.

1003
00:24:44,905 --> 00:24:46,580
And it's weekly
coaching.

1004
00:24:46,585 --> 00:24:47,840
Like right now
the price is gonna

1005
00:24:47,840 --> 00:24:48,650
be at that point.

1006
00:24:48,710 --> 00:24:48,772
Mm-hmm.

1007
00:24:49,045 --> 00:24:50,930
I wanted to keep the
price low because

1008
00:24:50,930 --> 00:24:52,430
I wanna have like
purpose-driven

1009
00:24:52,430 --> 00:24:54,110
consultants and
coaches together.

1010
00:24:54,290 --> 00:24:55,850
And so I
deliberately kept

1011
00:24:56,150 --> 00:24:58,008
the price low and
building those

1012
00:24:58,013 --> 00:24:58,938
actionable skills.

1013
00:24:58,938 --> 00:25:00,498
So we have weekly
masterclass where

1014
00:25:00,498 --> 00:25:01,848
it's like we have
a content and then

1015
00:25:01,848 --> 00:25:03,948
we have hot seats
and conversations.

1016
00:25:03,948 --> 00:25:04,728
More content.

1017
00:25:04,733 --> 00:25:04,972
Mm-hmm.

1018
00:25:05,102 --> 00:25:05,552
It's pretty cool.

1019
00:25:06,208 --> 00:25:08,145
So people
self-select in as

1020
00:25:08,145 --> 00:25:09,825
purpose driven, like
what if you just

1021
00:25:09,825 --> 00:25:10,575
wanna make money?

1022
00:25:10,615 --> 00:25:11,965
is that an opt
place for you?

1023
00:25:11,965 --> 00:25:12,235
Or,

1024
00:25:12,595 --> 00:25:14,782
I'm not really the
best fit because my

1025
00:25:14,782 --> 00:25:17,002
belief is that the
most sustainable,

1026
00:25:17,002 --> 00:25:18,562
most scalable,
most profitable

1027
00:25:18,562 --> 00:25:19,852
business is the
one that's aligned

1028
00:25:19,852 --> 00:25:20,602
to who you are.

1029
00:25:20,657 --> 00:25:21,267
and your passions.

1030
00:25:21,267 --> 00:25:22,697
Like it's, if
you're a mid-career

1031
00:25:22,697 --> 00:25:23,807
person, like
what's the point?

1032
00:25:23,807 --> 00:25:24,917
If you just wanna
make money, go

1033
00:25:24,917 --> 00:25:25,457
somewhere else.

1034
00:25:25,457 --> 00:25:26,553
Like, I'm not
your girl.

1035
00:25:26,603 --> 00:25:28,347
If you wanna make
money doing what

1036
00:25:28,347 --> 00:25:29,937
you love, I'm your
girl, but I don't

1037
00:25:29,937 --> 00:25:30,837
really wanna help.

1038
00:25:31,150 --> 00:25:32,387
I feel like it's
unethical in the

1039
00:25:32,387 --> 00:25:34,187
consulting coaching
space, to be honest.

1040
00:25:34,187 --> 00:25:34,188
Mm-hmm.

1041
00:25:34,240 --> 00:25:35,290
like, I'm not
trying to be judgy

1042
00:25:35,290 --> 00:25:36,613
on other people,
if that's the way

1043
00:25:36,613 --> 00:25:37,393
they wanna do it.

1044
00:25:37,453 --> 00:25:37,517
Mm-hmm.

1045
00:25:37,517 --> 00:25:39,497
when you think about
the sacred role of a

1046
00:25:39,497 --> 00:25:41,537
consultant or coach,
like we help ignite

1047
00:25:41,537 --> 00:25:43,397
transformation in
either organizations

1048
00:25:43,397 --> 00:25:43,537
or people.

1049
00:25:44,268 --> 00:25:45,947
So let's say
I'm a consultant

1050
00:25:45,947 --> 00:25:47,297
and I go into an
organization that

1051
00:25:47,297 --> 00:25:48,137
might be struggling.

1052
00:25:48,351 --> 00:25:49,710
If I'm just in it
for the paycheck,

1053
00:25:49,710 --> 00:25:51,150
I'm not gonna take
all of the issues

1054
00:25:51,150 --> 00:25:52,050
seriously that.

1055
00:25:52,348 --> 00:25:53,900
Employees and
customers are gonna

1056
00:25:53,900 --> 00:25:55,973
tell me, and I'm
not doing justice.

1057
00:25:55,973 --> 00:25:57,383
Like you can't
invite people to

1058
00:25:57,383 --> 00:25:58,911
focus groups and
ask them to bear

1059
00:25:58,957 --> 00:26:01,117
their souls and not
take what they're

1060
00:26:01,117 --> 00:26:02,980
telling you with,
reverence it would

1061
00:26:02,980 --> 00:26:04,330
be saying, do you
wanna go to a doctor

1062
00:26:04,335 --> 00:26:06,340
who's just in it for
money without caring

1063
00:26:06,340 --> 00:26:07,660
about the patient?

1064
00:26:07,680 --> 00:26:08,100
Mm-hmm.

1065
00:26:08,327 --> 00:26:10,252
do you wanna hire a
coach who just wants

1066
00:26:10,252 --> 00:26:11,722
to get famous, or
do you wanna have

1067
00:26:11,727 --> 00:26:13,252
a coach who cares
about helping you?

1068
00:26:13,482 --> 00:26:15,388
To me, the
purpose-driven is an

1069
00:26:15,388 --> 00:26:18,028
alignment with the
client-centric, like

1070
00:26:18,033 --> 00:26:18,818
a purpose-driven.

1071
00:26:19,138 --> 00:26:19,228
Mm-hmm.

1072
00:26:19,508 --> 00:26:20,948
Client-centric
service, they're

1073
00:26:20,948 --> 00:26:21,758
all the same.

1074
00:26:21,998 --> 00:26:23,888
You cannot have
a purpose-driven

1075
00:26:23,888 --> 00:26:25,178
business if you
don't have somebody

1076
00:26:25,178 --> 00:26:26,648
that you actually
care about helping.

1077
00:26:26,678 --> 00:26:28,508
Like when I talk
to you on my

1078
00:26:28,508 --> 00:26:29,675
podcast About.

1079
00:26:30,055 --> 00:26:31,435
Intellectual
property, you

1080
00:26:31,435 --> 00:26:32,035
are right away.

1081
00:26:32,035 --> 00:26:34,085
Like, I wanna help
people who are

1082
00:26:34,090 --> 00:26:36,275
experts and I wanna
help women because

1083
00:26:36,275 --> 00:26:38,945
I believe that
women are all about,

1084
00:26:39,015 --> 00:26:41,038
wealth in the hand
of women, hands of

1085
00:26:41,038 --> 00:26:42,268
women is going to
make a difference

1086
00:26:42,268 --> 00:26:43,228
in society.

1087
00:26:43,369 --> 00:26:44,799
And so of course
if I have all

1088
00:26:44,804 --> 00:26:46,418
these options,
like why would I

1089
00:26:46,418 --> 00:26:47,988
go to someone who
just like, oh, I'm

1090
00:26:47,988 --> 00:26:48,798
a really smart.

1091
00:26:48,885 --> 00:26:50,298
intellectual
property attorney,

1092
00:26:50,488 --> 00:26:52,795
please, here's my
$500 an hour rate.

1093
00:26:52,915 --> 00:26:54,225
Or do I wanna have
someone that's

1094
00:26:54,225 --> 00:26:55,515
like, wow, you
really care about

1095
00:26:55,515 --> 00:26:57,165
me, you care about
my intellectual

1096
00:26:57,165 --> 00:26:58,455
property, you care
about me having

1097
00:26:58,455 --> 00:27:00,015
wealth so that I
could give back

1098
00:27:00,020 --> 00:27:00,735
to the world.

1099
00:27:00,825 --> 00:27:00,915
Mm-hmm.

1100
00:27:01,061 --> 00:27:03,306
and even planting
the seed around

1101
00:27:03,306 --> 00:27:04,606
how am I gonna give
back to the world?

1102
00:27:05,203 --> 00:27:06,286
why would I
ever wanna go

1103
00:27:06,286 --> 00:27:07,096
to anyone else?

1104
00:27:07,186 --> 00:27:07,308
Yeah.

1105
00:27:07,308 --> 00:27:07,398
I

1106
00:27:07,398 --> 00:27:08,388
agree that, and
that's nice.

1107
00:27:08,388 --> 00:27:09,915
and they'll coming
at it from that

1108
00:27:09,915 --> 00:27:11,781
point of view
as a group  that

1109
00:27:11,781 --> 00:27:13,461
they're all on the
same page about

1110
00:27:13,472 --> 00:27:14,841
that and making
sure that they're

1111
00:27:14,846 --> 00:27:15,501
helping people.

1112
00:27:15,561 --> 00:27:16,101
I love that.

1113
00:27:16,539 --> 00:27:19,974
So is there anything
new in 2023 that

1114
00:27:19,974 --> 00:27:20,904
you're seeing this
different, you've

1115
00:27:20,904 --> 00:27:21,894
been doing this,
I think you said

1116
00:27:21,894 --> 00:27:23,744
15 years, what's
on the horizon in

1117
00:27:24,015 --> 00:27:25,648
who's coming outta
corporate now and

1118
00:27:25,708 --> 00:27:26,758
how is it different
from the people who

1119
00:27:26,758 --> 00:27:28,108
are coming outta
corporate  pre

1120
00:27:28,108 --> 00:27:29,008
pandemic, maybe.

1121
00:27:29,391 --> 00:27:30,531
actually, those
are two different

1122
00:27:30,531 --> 00:27:31,911
questions that are
kind of related.

1123
00:27:32,661 --> 00:27:33,741
For people who
are coming outta

1124
00:27:33,741 --> 00:27:35,481
corporate right now,
I think it's just

1125
00:27:35,481 --> 00:27:37,761
we're seeing the
residuals of the

1126
00:27:37,761 --> 00:27:40,784
whole pandemic, post
pandemic and people

1127
00:27:40,784 --> 00:27:42,314
wanting more balance
in their lives

1128
00:27:42,314 --> 00:27:43,801
and, organizations.

1129
00:27:43,806 --> 00:27:45,216
I've seen a
difference

1130
00:27:45,276 --> 00:27:46,416
in the past.

1131
00:27:46,575 --> 00:27:49,002
I would say there
was a shift in 2008

1132
00:27:49,002 --> 00:27:51,689
and there's a shift
now, before 2008.

1133
00:27:51,839 --> 00:27:53,085
you had like this
many customers and

1134
00:27:53,085 --> 00:27:54,645
this many employees
in it kind of match.

1135
00:27:54,645 --> 00:27:54,735
Mm-hmm.

1136
00:27:54,885 --> 00:27:56,455
2008 with a
recession's, like

1137
00:27:56,455 --> 00:27:57,775
okay, customers
dropped off,

1138
00:27:57,780 --> 00:27:59,442
then they dropped
employees, and

1139
00:27:59,447 --> 00:28:00,852
then when customers
started coming

1140
00:28:00,857 --> 00:28:02,472
back, they kept
employees like this.

1141
00:28:02,477 --> 00:28:02,632
Mm-hmm.

1142
00:28:02,802 --> 00:28:04,122
And so now employees
were working

1143
00:28:04,122 --> 00:28:05,132
2, 3, 4 jobs.

1144
00:28:05,635 --> 00:28:06,275
in the past.

1145
00:28:06,275 --> 00:28:07,535
And there was
no time to think

1146
00:28:07,535 --> 00:28:07,866
and all of that.

1147
00:28:08,338 --> 00:28:09,955
And then I think
with the pandemic,

1148
00:28:09,955 --> 00:28:12,481
it accelerated
that whole thing

1149
00:28:12,481 --> 00:28:14,308
the workloads are
crazy, but then

1150
00:28:14,308 --> 00:28:15,898
it's like companies
are navigating

1151
00:28:15,898 --> 00:28:17,248
the virtual
workforce versus

1152
00:28:17,253 --> 00:28:18,298
the live workforce.

1153
00:28:18,298 --> 00:28:20,138
And I think that
there's a shift from

1154
00:28:20,138 --> 00:28:20,798
that standpoint.

1155
00:28:20,798 --> 00:28:21,518
So I think
that people

1156
00:28:21,518 --> 00:28:22,008
are coming out.

1157
00:28:22,794 --> 00:28:24,248
Are a little
bit like battle

1158
00:28:24,248 --> 00:28:24,848
fatigued.

1159
00:28:24,878 --> 00:28:27,404
They're a tight,
like in 2020, a

1160
00:28:27,404 --> 00:28:28,724
lot of people are
really energetic.

1161
00:28:28,724 --> 00:28:29,654
Like, okay,
I'm gonna take

1162
00:28:29,659 --> 00:28:30,164
charge of this.

1163
00:28:30,164 --> 00:28:31,334
I'm gonna invest
in my website,

1164
00:28:31,334 --> 00:28:32,841
all of this Right
now, people have

1165
00:28:32,841 --> 00:28:34,871
more economic
uncertainty, there's

1166
00:28:34,871 --> 00:28:36,431
more fear, and
I think there's

1167
00:28:36,431 --> 00:28:38,031
just a collective
soul exhaustion.

1168
00:28:38,211 --> 00:28:38,631
Mm-hmm.

1169
00:28:39,011 --> 00:28:40,111
That's at a
different level now.

1170
00:28:40,221 --> 00:28:41,698
Like, so I think
that from that

1171
00:28:41,698 --> 00:28:43,848
standpoint, as it
relates to business

1172
00:28:43,848 --> 00:28:46,083
development, My
favorite obsession.

1173
00:28:46,113 --> 00:28:47,883
I'm obsessed
with ai.

1174
00:28:48,123 --> 00:28:49,173
I'm obsessed
with chat.

1175
00:28:49,173 --> 00:28:51,243
G P T I just
discovered it

1176
00:28:51,243 --> 00:28:52,083
yesterday, like

1177
00:28:52,083 --> 00:28:53,313
literally yesterday.

1178
00:28:54,453 --> 00:28:55,923
Like I've made
it my, little

1179
00:28:55,923 --> 00:28:57,064
assistant, you
you know, my

1180
00:28:57,069 --> 00:28:58,414
husband walks by
and he's laughing.

1181
00:28:58,414 --> 00:28:59,764
He is like, watching
me, with chat

1182
00:29:00,033 --> 00:29:01,653
G P T, and it's
like, no, that's

1183
00:29:01,653 --> 00:29:02,373
not what I want.

1184
00:29:02,413 --> 00:29:03,876
I want this, you
and I'm learning

1185
00:29:03,876 --> 00:29:05,886
how to make chat,
G B T B, my junior

1186
00:29:05,886 --> 00:29:08,826
copywriter, oh, and
my junior content

1187
00:29:08,826 --> 00:29:10,326
creator, like
talking about ip.

1188
00:29:10,326 --> 00:29:11,826
that's actually
an issue for you.

1189
00:29:12,126 --> 00:29:13,656
it's like if people
are creating a body

1190
00:29:13,656 --> 00:29:16,013
of work, how do
you differentiate

1191
00:29:16,018 --> 00:29:18,683
between what chat
cheap PTs creating

1192
00:29:18,683 --> 00:29:19,623
versus what
you're creating?

1193
00:29:20,093 --> 00:29:21,023
But it's
fascinating.

1194
00:29:21,023 --> 00:29:22,403
I could say, I could
write something,

1195
00:29:22,403 --> 00:29:23,393
I'm like, Hey,
could you rewrite

1196
00:29:23,393 --> 00:29:25,713
this in the voice
of Betsy  And it,

1197
00:29:25,763 --> 00:29:27,826
does my voice, I'm
like, This is weird.

1198
00:29:28,106 --> 00:29:29,096
how do you
know my voice?

1199
00:29:29,096 --> 00:29:29,256
So you

1200
00:29:29,261 --> 00:29:30,806
fed it like your
past writings,

1201
00:29:30,806 --> 00:29:31,706
and then it kind
of goes, okay,

1202
00:29:31,706 --> 00:29:32,936
this is the way
she generally

1203
00:29:32,936 --> 00:29:33,176
write.

1204
00:29:33,176 --> 00:29:33,686
How does it.

1205
00:29:34,128 --> 00:29:35,461
It knows my
writings.

1206
00:29:35,511 --> 00:29:36,771
I did something,
I played around

1207
00:29:36,771 --> 00:29:37,491
with it once.

1208
00:29:37,491 --> 00:29:38,421
It was like I
took something I

1209
00:29:38,421 --> 00:29:39,141
was working on.

1210
00:29:39,361 --> 00:29:40,496
I'm like, can
you rewrite this

1211
00:29:40,496 --> 00:29:41,696
in The Voice of
Betsy Jordan?

1212
00:29:41,876 --> 00:29:43,256
And then I did
that, and then it's

1213
00:29:43,256 --> 00:29:44,756
like, you and I
both know Carol Cox.

1214
00:29:44,929 --> 00:29:45,986
So I'm like, can you
rewrite it in The

1215
00:29:45,986 --> 00:29:46,916
voice of Carol Cox?

1216
00:29:46,916 --> 00:29:48,036
So speaking your
brand and then

1217
00:29:48,096 --> 00:29:49,856
rewrote it in
Carol's language.

1218
00:29:50,113 --> 00:29:51,713
And I was like, oh,
that's so weird.

1219
00:29:51,713 --> 00:29:53,123
I was like, little
shifts between

1220
00:29:53,123 --> 00:29:53,963
the two of us.

1221
00:29:54,266 --> 00:29:55,826
like, this is
fascinating.

1222
00:29:56,226 --> 00:29:57,186
it's very
fascinating.

1223
00:29:58,266 --> 00:30:00,126
Even little things
like, Hey, can you

1224
00:30:00,126 --> 00:30:01,896
give me a script
on how to confront

1225
00:30:01,896 --> 00:30:03,756
my adult daughter
who's living with

1226
00:30:03,756 --> 00:30:06,073
me now and, how to
ask her to help me

1227
00:30:06,073 --> 00:30:06,584
know, clean up more.

1228
00:30:07,076 --> 00:30:08,716
it's like, oh,
well, and then it

1229
00:30:08,716 --> 00:30:09,736
would just gimme
a little script.

1230
00:30:09,736 --> 00:30:10,576
I'm like, ah,
this is pretty

1231
00:30:10,576 --> 00:30:11,034
good, Mm-hmm.

1232
00:30:11,303 --> 00:30:12,708
I think that that's
gonna be a trend

1233
00:30:12,708 --> 00:30:14,028
that we need to be
paying attention to.

1234
00:30:14,028 --> 00:30:15,318
I think that's gonna
really shake up

1235
00:30:15,318 --> 00:30:16,698
the marketing world
and the content

1236
00:30:16,698 --> 00:30:18,138
creation world in
a very big way.

1237
00:30:18,348 --> 00:30:18,618
Yeah.

1238
00:30:18,971 --> 00:30:21,281
the reason it even
came across my,

1239
00:30:21,508 --> 00:30:23,191
desk, so to speak,
because I To me,

1240
00:30:23,221 --> 00:30:24,631
AI was just way
outside of, I'm

1241
00:30:24,631 --> 00:30:26,551
like, ah, I can't,
after I was doing

1242
00:30:26,561 --> 00:30:28,421
a legal M C L E,
you know, training

1243
00:30:28,451 --> 00:30:30,221
about the impact
of ai, like the

1244
00:30:30,221 --> 00:30:32,098
legal implications
of ai, and they're

1245
00:30:32,098 --> 00:30:33,148
describing all the
things it could

1246
00:30:33,148 --> 00:30:34,198
do, I'm like, it
could do that.

1247
00:30:34,684 --> 00:30:35,134
It could do that.

1248
00:30:36,004 --> 00:30:37,984
So immediately had
to go on like, yeah.

1249
00:30:37,989 --> 00:30:39,427
And so now I'm
obsessed too.

1250
00:30:39,666 --> 00:30:41,286
I spent the
afternoon, on

1251
00:30:41,316 --> 00:30:42,446
chat, G P t.

1252
00:30:42,866 --> 00:30:43,166
Oh my God.

1253
00:30:43,166 --> 00:30:45,086
I asked Zach
chat, g b t before

1254
00:30:45,086 --> 00:30:45,986
our interview.

1255
00:30:46,206 --> 00:30:47,586
I'm like, what are
some good questions

1256
00:30:47,586 --> 00:30:49,006
I could ask Aaron
on my podcast.

1257
00:30:49,859 --> 00:30:51,119
And it's like,
Aaron Austin

1258
00:30:51,124 --> 00:30:52,684
is an attorney
and a business

1259
00:30:52,689 --> 00:30:54,424
strategist who
does X, Y, and Z.

1260
00:30:54,554 --> 00:30:56,204
and so he gave me a
bunch of ideas like,

1261
00:30:56,209 --> 00:30:57,554
you what inspired
you to become an

1262
00:30:57,559 --> 00:30:58,754
an intellectual
property attorney?

1263
00:30:58,754 --> 00:30:59,474
Have you always
worked for

1264
00:30:59,474 --> 00:31:00,644
yourself or did
work for a firm?

1265
00:31:01,088 --> 00:31:02,678
what is intellectual
property?

1266
00:31:02,818 --> 00:31:03,478
what's the best way?

1267
00:31:03,478 --> 00:31:04,648
It had all kinds
of questions.

1268
00:31:04,648 --> 00:31:05,908
Like I didn't
necessarily ask you

1269
00:31:05,908 --> 00:31:06,448
those questions.

1270
00:31:06,448 --> 00:31:06,449
Mm-hmm.

1271
00:31:06,508 --> 00:31:07,648
But it's like, that
was an interesting

1272
00:31:07,648 --> 00:31:08,338
starting point.

1273
00:31:08,674 --> 00:31:09,884
one of the things
that came out during

1274
00:31:09,884 --> 00:31:11,564
this training is
because lots of law

1275
00:31:11,564 --> 00:31:13,274
firms have already
started using it,

1276
00:31:13,274 --> 00:31:14,909
and Before we even
really heard about

1277
00:31:14,909 --> 00:31:16,289
it, cuz they use
it for document

1278
00:31:16,289 --> 00:31:18,156
production and,
doing due diligence

1279
00:31:18,156 --> 00:31:20,026
and all this stuff
what it will be is

1280
00:31:20,031 --> 00:31:21,796
like, you know, will
it replace lawyers?

1281
00:31:21,796 --> 00:31:24,213
It's like, well
no, but lawyers who

1282
00:31:24,213 --> 00:31:26,163
don't use it will
be at a massive

1283
00:31:26,168 --> 00:31:26,653
disadvantage.

1284
00:31:27,434 --> 00:31:29,766
And that it may even
be that it could

1285
00:31:29,766 --> 00:31:31,231
be, you malpractice
not to use it.

1286
00:31:31,231 --> 00:31:32,371
Because what if
you miss something,

1287
00:31:32,371 --> 00:31:34,161
if you've got a
thousand documents

1288
00:31:34,161 --> 00:31:36,081
to look at and you
use people instead

1289
00:31:36,081 --> 00:31:37,948
of AI and you miss
something, it's

1290
00:31:37,948 --> 00:31:38,788
at malpractice.

1291
00:31:38,788 --> 00:31:40,158
So, and I imagine.

1292
00:31:40,334 --> 00:31:42,793
In other industries,
because you can

1293
00:31:42,793 --> 00:31:45,069
be more efficient
and maybe, perform

1294
00:31:45,069 --> 00:31:47,079
more quickly, more
accurately, maybe

1295
00:31:47,079 --> 00:31:49,518
charge less, that
if you're not using

1296
00:31:49,518 --> 00:31:51,078
it, that it will
be a disadvantage.

1297
00:31:51,078 --> 00:31:52,428
it's like someone
not having a website

1298
00:31:52,663 --> 00:31:53,984
if you're not
using ai, you know?

1299
00:31:53,984 --> 00:31:55,271
I think that
that's interesting,

1300
00:31:55,431 --> 00:31:56,651
because there's
two flip sides.

1301
00:31:56,651 --> 00:31:57,941
Like you can't
really replace the

1302
00:31:57,941 --> 00:31:59,381
expertise, but I
worry that it's

1303
00:31:59,381 --> 00:32:00,071
gonna make us dumb.

1304
00:32:00,492 --> 00:32:01,662
I spent a lot of
time thinking about

1305
00:32:01,662 --> 00:32:02,352
like our interview.

1306
00:32:02,357 --> 00:32:02,562
Mm-hmm.

1307
00:32:02,642 --> 00:32:03,852
And what I wanted
to talk about.

1308
00:32:04,079 --> 00:32:05,099
obviously I
approached you in

1309
00:32:05,099 --> 00:32:06,269
the beginning to
say, I want you

1310
00:32:06,274 --> 00:32:08,099
on the show for a
particular reason.

1311
00:32:08,362 --> 00:32:10,447
But the creative
process of trying

1312
00:32:10,447 --> 00:32:11,587
to figure like,
okay, what is it

1313
00:32:11,587 --> 00:32:12,128
that I wanna say?

1314
00:32:13,099 --> 00:32:14,179
is a risk factor,
but that's

1315
00:32:14,179 --> 00:32:14,839
a big thing.

1316
00:32:15,134 --> 00:32:15,824
that's coming up.

1317
00:32:15,954 --> 00:32:17,329
the initial point
of this particular

1318
00:32:17,329 --> 00:32:18,529
podcast is all
around like,

1319
00:32:18,529 --> 00:32:19,759
thinking about
profit and how

1320
00:32:19,759 --> 00:32:21,209
to, think about
profit from a

1321
00:32:21,209 --> 00:32:23,842
scale standpoint
is it does create

1322
00:32:23,842 --> 00:32:24,982
more efficiencies.

1323
00:32:25,012 --> 00:32:25,102
Mm-hmm.

1324
00:32:25,342 --> 00:32:27,232
So that allows you
to scale and if you

1325
00:32:27,237 --> 00:32:29,242
don't have money to
invest in assistance

1326
00:32:29,242 --> 00:32:30,412
or if you are
using assistance,

1327
00:32:30,412 --> 00:32:31,972
it allows you
to do that.

1328
00:32:32,162 --> 00:32:32,732
I like that.

1329
00:32:32,906 --> 00:32:35,649
Well, you did touch
on like the AI.

1330
00:32:36,054 --> 00:32:38,184
And IP and the
conflicts there.

1331
00:32:38,402 --> 00:32:39,697
But when you're
working with your

1332
00:32:39,697 --> 00:32:41,257
clients, and I
know, developing

1333
00:32:41,257 --> 00:32:43,207
thought leadership
and content is

1334
00:32:43,207 --> 00:32:45,307
part of what you
help them do.

1335
00:32:45,497 --> 00:32:46,979
do explicit
questions about

1336
00:32:46,979 --> 00:32:48,359
intellectual
property come up?

1337
00:32:48,359 --> 00:32:50,069
Like what are they
thinking about

1338
00:32:50,189 --> 00:32:51,959
building IP assets?

1339
00:32:51,964 --> 00:32:53,939
Are they thinking
about that journey

1340
00:32:54,299 --> 00:32:55,299
from hourly to exit?

1341
00:32:55,369 --> 00:32:56,879
what, happening
around those issues?

1342
00:32:57,254 --> 00:32:58,539
I look at everything
like in a five

1343
00:32:58,539 --> 00:32:59,789
step, you and I
are process people.

1344
00:32:59,809 --> 00:33:00,102
Mm-hmm.

1345
00:33:00,102 --> 00:33:01,569
so To me, there's
like five phases

1346
00:33:01,569 --> 00:33:02,209
of your business.

1347
00:33:02,392 --> 00:33:03,384
First, it's you
gotta start the

1348
00:33:03,384 --> 00:33:04,614
right business, then
you gotta figure

1349
00:33:04,614 --> 00:33:05,839
out your brand
messaging position

1350
00:33:05,839 --> 00:33:07,666
and your website
and getting your

1351
00:33:07,666 --> 00:33:08,746
website situated.

1352
00:33:09,062 --> 00:33:11,116
And then you need
to be in some sort

1353
00:33:11,116 --> 00:33:12,016
of process where
you know how to

1354
00:33:12,016 --> 00:33:12,426
convert clients.

1355
00:33:12,426 --> 00:33:13,906
And then the
ultimate place

1356
00:33:13,906 --> 00:33:15,136
is that thought
leadership.

1357
00:33:15,166 --> 00:33:15,256
Mm-hmm.

1358
00:33:15,306 --> 00:33:17,016
Because that is
where you scale

1359
00:33:17,302 --> 00:33:18,889
and there's no
other way to scale

1360
00:33:18,889 --> 00:33:19,789
without content.

1361
00:33:20,059 --> 00:33:20,836
there's no way
that you're gonna

1362
00:33:20,836 --> 00:33:22,126
be a premium
brand position.

1363
00:33:22,126 --> 00:33:23,626
You can't raise your
fees because without

1364
00:33:23,626 --> 00:33:25,186
content you're
not gonna look

1365
00:33:25,186 --> 00:33:26,146
like that expert.

1366
00:33:26,146 --> 00:33:27,256
if without
content, you can't

1367
00:33:27,256 --> 00:33:28,696
really show up
on social media.

1368
00:33:28,696 --> 00:33:29,956
You can't really
stand out.

1369
00:33:30,205 --> 00:33:31,775
I have some clients
who are naturally

1370
00:33:31,775 --> 00:33:33,125
inclined in that
way, but most of

1371
00:33:33,125 --> 00:33:34,095
my clients are a
little bit afraid

1372
00:33:34,095 --> 00:33:36,098
of intellectual
property of the

1373
00:33:36,098 --> 00:33:37,508
vulnerability, you
this is where the

1374
00:33:37,508 --> 00:33:39,398
whole transition
from corporate to

1375
00:33:39,595 --> 00:33:40,462
this kind of stuff.

1376
00:33:40,462 --> 00:33:41,242
It's like,
well, I put my

1377
00:33:41,247 --> 00:33:41,975
ideas out there.

1378
00:33:41,975 --> 00:33:43,325
Like, I remember
the first time I

1379
00:33:43,325 --> 00:33:45,177
was creating videos,
it was like, I

1380
00:33:45,177 --> 00:33:45,897
was overwhelmed.

1381
00:33:45,897 --> 00:33:47,583
Like my first video
guy, I'll never

1382
00:33:47,583 --> 00:33:49,343
forget this whole
thing I went to, his

1383
00:33:49,343 --> 00:33:51,657
place and I wound
up staying with him

1384
00:33:51,657 --> 00:33:53,628
and his wife, and
before I left, he's

1385
00:33:53,633 --> 00:33:55,205
like, okay, you're
be doing scripts.

1386
00:33:55,205 --> 00:33:56,135
you're gonna be
doing scripts to

1387
00:33:56,140 --> 00:33:56,795
the teleprompter.

1388
00:33:56,795 --> 00:33:57,665
I'm like, no,
no, no, Chad, I

1389
00:33:57,665 --> 00:33:58,175
don't do that.

1390
00:33:58,175 --> 00:33:59,385
Like, I'm just gonna
be on the cuff.

1391
00:33:59,445 --> 00:34:00,345
You know, I'm gonna
be on the flight.

1392
00:34:00,345 --> 00:34:01,065
And he's like,
no, no, no, you're

1393
00:34:01,065 --> 00:34:01,247
gonna do that.

1394
00:34:01,635 --> 00:34:02,677
I'm like,
Okay, fine.

1395
00:34:02,935 --> 00:34:04,407
So I got there and I
wrote some scripts.

1396
00:34:04,575 --> 00:34:06,117
So I go downstairs
and I read my

1397
00:34:06,117 --> 00:34:07,677
script to him and
he records and

1398
00:34:07,677 --> 00:34:08,817
he is like, Nope,
this is terrible.

1399
00:34:08,817 --> 00:34:09,417
Go back up.

1400
00:34:09,417 --> 00:34:10,257
I'm like, ah, okay.

1401
00:34:10,257 --> 00:34:11,750
So I go back up
and then I write

1402
00:34:11,750 --> 00:34:12,140
another one.

1403
00:34:12,140 --> 00:34:13,430
He is like, no, this
is still terrible.

1404
00:34:13,435 --> 00:34:14,060
Go back up.

1405
00:34:14,263 --> 00:34:15,103
And then I
come back down.

1406
00:34:15,108 --> 00:34:16,033
He is like, okay,
this is good.

1407
00:34:16,033 --> 00:34:16,963
And I wrote
like seven

1408
00:34:16,963 --> 00:34:17,503
different scripts.

1409
00:34:17,508 --> 00:34:18,823
We were hoping
for three videos.

1410
00:34:18,828 --> 00:34:18,833
Mm-hmm.

1411
00:34:19,213 --> 00:34:19,784
But once I
got three.

1412
00:34:19,955 --> 00:34:20,413
Videos up.

1413
00:34:20,413 --> 00:34:22,423
I was able to get
like seven that day.

1414
00:34:22,780 --> 00:34:24,430
I learned something
at that particular

1415
00:34:24,430 --> 00:34:25,570
point, like
how to quickly

1416
00:34:25,570 --> 00:34:26,865
manifest the ideas.

1417
00:34:27,045 --> 00:34:28,447
when my website
launched, like I

1418
00:34:28,452 --> 00:34:30,183
was landing clients,
from other parts

1419
00:34:30,183 --> 00:34:31,413
of the world, like
people, I never

1420
00:34:31,413 --> 00:34:33,013
met six figure
engagements because

1421
00:34:33,013 --> 00:34:34,353
of the power
of my content.

1422
00:34:34,593 --> 00:34:34,653
Wow.

1423
00:34:34,683 --> 00:34:36,243
Because I had
videos, because I

1424
00:34:36,243 --> 00:34:36,933
had all of this.

1425
00:34:36,933 --> 00:34:38,703
So my whole global
business is built on

1426
00:34:38,703 --> 00:34:42,528
content, so, Content
is essential, but

1427
00:34:42,528 --> 00:34:43,878
the questions that
I would ask like

1428
00:34:43,885 --> 00:34:45,452
first, people have
to be ready for it.

1429
00:34:45,767 --> 00:34:47,092
But where the
source of your

1430
00:34:47,092 --> 00:34:49,092
content is, it's
not even just in

1431
00:34:49,092 --> 00:34:50,938
your formal business
experience mm-hmm.

1432
00:34:50,977 --> 00:34:52,167
Is in your personal
experience.

1433
00:34:52,172 --> 00:34:54,220
So we work on
what's your story

1434
00:34:54,225 --> 00:34:55,690
and like, what's
your big idea?

1435
00:34:55,903 --> 00:34:57,883
I have a client
who is a cancer

1436
00:34:57,883 --> 00:34:59,448
survivor, and at
the same time when

1437
00:34:59,708 --> 00:35:01,088
she had cancer,
her dad had cancer

1438
00:35:01,088 --> 00:35:01,928
and he had passed.

1439
00:35:02,155 --> 00:35:03,958
And so she's already
been a productivity

1440
00:35:03,958 --> 00:35:04,708
kind of person.

1441
00:35:04,798 --> 00:35:04,948
Mm-hmm.

1442
00:35:04,998 --> 00:35:06,690
But this experience
ignited her.

1443
00:35:06,690 --> 00:35:08,617
It's like, We don't
have time to waste

1444
00:35:08,617 --> 00:35:09,547
with inefficiencies.

1445
00:35:09,547 --> 00:35:10,537
We need to get
our work done

1446
00:35:10,537 --> 00:35:12,007
fast so we can go
live our lives.

1447
00:35:12,267 --> 00:35:13,887
And so when she
works on content,

1448
00:35:13,887 --> 00:35:15,087
it's not like, okay,
let's just talk

1449
00:35:15,087 --> 00:35:16,107
about productivity.

1450
00:35:16,167 --> 00:35:16,257
Mm-hmm.

1451
00:35:16,527 --> 00:35:18,223
It's talk about
let's say somebody

1452
00:35:18,223 --> 00:35:19,603
might say well, what
are five ways that

1453
00:35:19,608 --> 00:35:20,623
you can maximize?

1454
00:35:20,973 --> 00:35:22,413
how the service
delivery or

1455
00:35:22,413 --> 00:35:23,043
something like that.

1456
00:35:23,043 --> 00:35:23,133
Mm-hmm.

1457
00:35:23,133 --> 00:35:24,637
Like, and the reason
why this is so

1458
00:35:24,637 --> 00:35:26,947
important is, just
keep reinforcing

1459
00:35:26,952 --> 00:35:27,727
this big idea.

1460
00:35:27,727 --> 00:35:27,817
Yes.

1461
00:35:28,027 --> 00:35:29,857
There's a story
behind why wealth

1462
00:35:29,857 --> 00:35:31,537
in the hands of
women is important.

1463
00:35:31,567 --> 00:35:31,657
Mm-hmm.

1464
00:35:31,847 --> 00:35:33,077
if you're creating
content, there's

1465
00:35:33,077 --> 00:35:34,662
always like that
reiteration of this

1466
00:35:34,662 --> 00:35:35,532
bigger picture.

1467
00:35:35,782 --> 00:35:37,042
it's not just
about creating a

1468
00:35:37,042 --> 00:35:38,272
body of work, it's
about creating

1469
00:35:38,277 --> 00:35:39,862
wealth so that you
can give back to

1470
00:35:39,862 --> 00:35:40,642
the world, right?

1471
00:35:40,912 --> 00:35:41,062
Mm-hmm.

1472
00:35:41,302 --> 00:35:42,713
And keep bringing it
back to that point.

1473
00:35:43,012 --> 00:35:44,059
That's what I, I
didn't do when I

1474
00:35:44,064 --> 00:35:45,769
started my content
and now my content

1475
00:35:45,769 --> 00:35:46,759
is really clunky.

1476
00:35:46,986 --> 00:35:48,426
So with my clients,
I call it your

1477
00:35:48,426 --> 00:35:49,446
controlling idea.

1478
00:35:49,906 --> 00:35:50,806
Kind of like
your thesis

1479
00:35:50,811 --> 00:35:51,646
of your paper.

1480
00:35:51,766 --> 00:35:51,886
Mm-hmm.

1481
00:35:52,126 --> 00:35:54,136
Have clarity on
your thesis so that

1482
00:35:54,136 --> 00:35:56,206
everything that you
write about supports

1483
00:35:56,206 --> 00:35:57,106
that main point.

1484
00:35:57,563 --> 00:35:58,523
That's very nice.

1485
00:35:58,623 --> 00:36:00,783
Well, this is a
very meta podcast,

1486
00:36:00,783 --> 00:36:01,413
I like to say.

1487
00:36:01,413 --> 00:36:03,808
So it is about for
female founders

1488
00:36:03,808 --> 00:36:05,818
of F businesses
who are building

1489
00:36:05,818 --> 00:36:07,258
a business that
they can hopefully

1490
00:36:07,258 --> 00:36:08,188
sell someday.

1491
00:36:08,348 --> 00:36:10,172
So do you have
future plans for

1492
00:36:10,172 --> 00:36:11,882
your business
that may include

1493
00:36:11,882 --> 00:36:12,362
selling?

1494
00:36:12,865 --> 00:36:14,105
Yeah, my husband
keeps talking

1495
00:36:14,105 --> 00:36:14,555
about this one.

1496
00:36:15,008 --> 00:36:16,428
I would love
coaching on that

1497
00:36:16,428 --> 00:36:17,513
one because it's
hard for me to

1498
00:36:17,513 --> 00:36:19,605
visualize, like,
how would I sell?

1499
00:36:19,845 --> 00:36:21,405
my business when
it's so tied to

1500
00:36:21,405 --> 00:36:22,455
my personality.

1501
00:36:22,545 --> 00:36:22,725
Mm-hmm.

1502
00:36:22,775 --> 00:36:24,488
So that would be
like, of course,

1503
00:36:24,488 --> 00:36:26,228
who wouldn't want
that at some point?

1504
00:36:26,228 --> 00:36:27,818
I don't see myself
retiring ever at

1505
00:36:27,848 --> 00:36:29,945
a point, but the
idea of having that

1506
00:36:29,945 --> 00:36:31,745
opportunity, but I
can't visualize it.

1507
00:36:31,745 --> 00:36:33,425
So that's where
I would refer to

1508
00:36:33,425 --> 00:36:34,085
someone like you.

1509
00:36:34,085 --> 00:36:35,076
Like, paint a
picture for me.

1510
00:36:35,255 --> 00:36:36,035
What would
that look like?

1511
00:36:36,555 --> 00:36:37,005
Well, I like

1512
00:36:37,005 --> 00:36:38,475
to say that the
things that help you

1513
00:36:38,475 --> 00:36:40,425
scale your business
are the same things

1514
00:36:40,425 --> 00:36:42,075
that would help you
sell your business

1515
00:36:42,105 --> 00:36:42,825
in the future.

1516
00:36:42,825 --> 00:36:44,805
So things that
are decoupling the

1517
00:36:44,805 --> 00:36:47,265
income from you,
Betsy, you know,

1518
00:36:47,265 --> 00:36:48,588
putting in the work.

1519
00:36:48,748 --> 00:36:50,438
So developing
frameworks,

1520
00:36:50,443 --> 00:36:52,538
developing courses,
having maybe

1521
00:36:52,748 --> 00:36:55,218
additional coaches
on, you know, who

1522
00:36:55,218 --> 00:36:57,318
could, run the
business after you,

1523
00:36:57,598 --> 00:36:59,238
or having something
that, if an.

1524
00:36:59,473 --> 00:37:01,153
Bigger coaching
company, Johnny, you

1525
00:37:01,153 --> 00:37:02,593
know, tiny Robbins
came over and said

1526
00:37:02,593 --> 00:37:04,670
he wanted to buy
your, framework to

1527
00:37:04,670 --> 00:37:05,840
have something that
you could sell.

1528
00:37:05,840 --> 00:37:07,520
But those are the
same things that

1529
00:37:07,520 --> 00:37:09,860
you are doing
anyway to grow your

1530
00:37:09,860 --> 00:37:10,850
business today.

1531
00:37:11,148 --> 00:37:13,550
So, You're laying
them foundations

1532
00:37:13,550 --> 00:37:14,657
for that already.

1533
00:37:14,747 --> 00:37:14,927
That's

1534
00:37:14,927 --> 00:37:15,107
it.

1535
00:37:15,335 --> 00:37:16,937
That's a such an
interesting picture.

1536
00:37:16,942 --> 00:37:17,047
Mm-hmm.

1537
00:37:17,228 --> 00:37:18,308
that would be an
interesting, this

1538
00:37:18,368 --> 00:37:20,258
thing to see is
more like how do

1539
00:37:20,263 --> 00:37:21,248
you paint that
picture of what

1540
00:37:21,248 --> 00:37:22,058
would it look like?

1541
00:37:22,252 --> 00:37:22,342
Mm-hmm.

1542
00:37:22,582 --> 00:37:25,162
For to sell a
personal business.

1543
00:37:25,337 --> 00:37:26,597
Franklin Covey
did it, you know?

1544
00:37:26,647 --> 00:37:27,877
they're not
alive anymore.

1545
00:37:27,997 --> 00:37:29,377
I'm sure Marshall
Goldsmith's gonna

1546
00:37:29,377 --> 00:37:30,217
have the same thing.

1547
00:37:30,217 --> 00:37:31,567
He's got a
legacy business.

1548
00:37:31,567 --> 00:37:32,797
Brene Brown
probably has a

1549
00:37:32,802 --> 00:37:33,697
legacy business.

1550
00:37:33,697 --> 00:37:34,207
Oh, I'm sure.

1551
00:37:34,297 --> 00:37:34,327
Uhhuh.

1552
00:37:34,387 --> 00:37:35,887
But it's like how
to see yourself

1553
00:37:35,887 --> 00:37:36,907
in that same way.

1554
00:37:36,912 --> 00:37:37,177
Yeah.

1555
00:37:37,667 --> 00:37:38,447
you're a parent.

1556
00:37:38,842 --> 00:37:41,242
So we can look at
our businesses as

1557
00:37:41,242 --> 00:37:42,952
raising children
that are going

1558
00:37:42,952 --> 00:37:44,332
to be independent
from us someday.

1559
00:37:44,337 --> 00:37:46,292
Like how can this
kid possibly be

1560
00:37:46,292 --> 00:37:47,012
independent from us?

1561
00:37:47,012 --> 00:37:49,392
But if we're raising
them correctly then

1562
00:37:49,397 --> 00:37:51,762
they will go on and
succeed without us.

1563
00:37:51,762 --> 00:37:53,182
think of it a little
bit that way too.

1564
00:37:53,352 --> 00:37:55,722
So, Interesting.

1565
00:37:56,065 --> 00:37:58,048
All right, so
you've mentioned

1566
00:37:58,048 --> 00:38:00,132
your new, group
coaching, program

1567
00:38:00,482 --> 00:38:02,162
that you have
launched Evergreen.

1568
00:38:02,162 --> 00:38:04,797
So where can people
find you, and if

1569
00:38:04,797 --> 00:38:06,553
there is, freebie
or something that

1570
00:38:06,553 --> 00:38:07,272
you like people to

1571
00:38:07,272 --> 00:38:10,180
sign up for, so
my website is www

1572
00:38:10,180 --> 00:38:11,860
dot Betsy Jordan
and Jordan's with

1573
00:38:11,860 --> 00:38:13,390
an Y, not an a.

1574
00:38:13,395 --> 00:38:14,920
There's, you'll
have Be People.

1575
00:38:14,980 --> 00:38:15,280
Yes.

1576
00:38:15,280 --> 00:38:15,670
Thank you.

1577
00:38:15,760 --> 00:38:17,200
There's a Betsy
Jordan with an A out

1578
00:38:17,200 --> 00:38:19,110
there who gets all
my emails, dot com.

1579
00:38:19,283 --> 00:38:21,083
so that's my website
so you can find out

1580
00:38:21,083 --> 00:38:22,043
more of my services.

1581
00:38:22,048 --> 00:38:23,813
So if you go to
that same U R L,

1582
00:38:23,813 --> 00:38:24,683
but add services.

1583
00:38:24,993 --> 00:38:26,893
So I have my
signature coaching

1584
00:38:26,893 --> 00:38:27,823
program, which
is like my

1585
00:38:27,823 --> 00:38:28,603
brand messaging.

1586
00:38:28,603 --> 00:38:30,073
That's the one
that everybody goes

1587
00:38:30,073 --> 00:38:31,543
through if they're
working with me

1588
00:38:31,548 --> 00:38:32,653
more extensively.

1589
00:38:32,853 --> 00:38:34,257
And that's really
getting clarity

1590
00:38:34,257 --> 00:38:35,927
on your, ideal
business model, how

1591
00:38:35,927 --> 00:38:37,157
you fit into the
marketplace, how

1592
00:38:37,157 --> 00:38:38,597
you stand out in
the marketplace.

1593
00:38:38,773 --> 00:38:40,873
And to me, that's
the part where I've

1594
00:38:40,873 --> 00:38:42,193
leaned in where
other business

1595
00:38:42,193 --> 00:38:44,073
mentors like gloss
over, that's the

1596
00:38:44,073 --> 00:38:45,993
really important
foundational thing.

1597
00:38:46,250 --> 00:38:47,570
and if you wanna
find the academy,

1598
00:38:47,570 --> 00:38:49,610
you just, betsy
jordan.com/academy.

1599
00:38:50,317 --> 00:38:51,257
Super fun.

1600
00:38:51,307 --> 00:38:53,137
this is like my
fun play area, you

1601
00:38:53,137 --> 00:38:54,157
the other part's,
like it's hard

1602
00:38:54,157 --> 00:38:55,717
work, you I make
my clients work

1603
00:38:55,717 --> 00:38:57,157
cuz it's like a lot
of contemplation,

1604
00:38:57,157 --> 00:38:58,027
pulling stuff out.

1605
00:38:58,250 --> 00:39:00,080
but I got a ton
of freebies, so if

1606
00:39:00,080 --> 00:39:02,607
you go under free
resources, I have

1607
00:39:02,607 --> 00:39:04,707
free templates,
tools, I have a

1608
00:39:04,712 --> 00:39:06,383
script on, how
to articulate

1609
00:39:06,383 --> 00:39:07,313
what you do.

1610
00:39:07,653 --> 00:39:09,793
I have a, eCourses
for free where I

1611
00:39:09,798 --> 00:39:12,940
collected some of my
content on, Imposter

1612
00:39:12,940 --> 00:39:14,350
syndrome, like a lot
of people deal with

1613
00:39:14,350 --> 00:39:15,160
imposter syndrome.

1614
00:39:15,160 --> 00:39:16,300
So I have the
cure for imposter

1615
00:39:16,300 --> 00:39:16,660
syndrome.

1616
00:39:16,660 --> 00:39:17,740
It's a little
mini course where

1617
00:39:17,740 --> 00:39:19,930
I've collected my
podcasts and some

1618
00:39:19,930 --> 00:39:20,980
interviews and
stuff like that.

1619
00:39:20,985 --> 00:39:22,890
So that's a starting
place there.

1620
00:39:22,895 --> 00:39:24,270
So there's lots
of freebies

1621
00:39:24,275 --> 00:39:25,050
on my website.

1622
00:39:25,050 --> 00:39:26,070
You can go to my
YouTube channel.

1623
00:39:26,070 --> 00:39:27,146
There's a ton
over there.

1624
00:39:28,225 --> 00:39:29,845
Or my Enough
already podcast.

1625
00:39:29,845 --> 00:39:31,105
That's another
passion project.

1626
00:39:31,105 --> 00:39:32,545
my two fun things,
like obviously

1627
00:39:32,545 --> 00:39:33,595
I still love
Mike branding.

1628
00:39:33,718 --> 00:39:35,155
I love branding so
much because it's

1629
00:39:35,155 --> 00:39:36,405
like, bringing
in the inside

1630
00:39:36,405 --> 00:39:37,305
of somebody out.

1631
00:39:37,305 --> 00:39:37,395
Mm-hmm.

1632
00:39:37,725 --> 00:39:38,685
But it, it is
a lot of work.

1633
00:39:38,685 --> 00:39:40,905
So my play areas
is my podcast The

1634
00:39:40,905 --> 00:39:42,915
Enough Already
Podcast and the

1635
00:39:43,122 --> 00:39:44,572
Purpose to Profits
Academy is more

1636
00:39:44,572 --> 00:39:45,772
like my play areas.

1637
00:39:46,208 --> 00:39:46,295
Well,

1638
00:39:46,300 --> 00:39:48,095
since you brought up
imposter syndrome,

1639
00:39:48,095 --> 00:39:49,575
I'm just gonna
ask this quickly.

1640
00:39:49,825 --> 00:39:51,275
So I have this
theory that

1641
00:39:52,455 --> 00:39:53,945
consultants,
experts, don't

1642
00:39:53,945 --> 00:39:56,255
think that they
are ready for ip.

1643
00:39:56,255 --> 00:39:57,555
Like, the
big people.

1644
00:39:57,575 --> 00:40:00,375
and to think that
I'm ready for IP is

1645
00:40:00,612 --> 00:40:02,925
maybe an imposter
syndrome issue.

1646
00:40:03,085 --> 00:40:03,621
do I have
anything there?

1647
00:40:04,640 --> 00:40:05,180
Oh, for sure.

1648
00:40:05,370 --> 00:40:07,020
I think imposter
syndrome hits

1649
00:40:07,020 --> 00:40:09,060
every single time
you're hitting

1650
00:40:09,060 --> 00:40:10,590
a step change
in your career.

1651
00:40:10,713 --> 00:40:12,663
So to me, imposter
syndrome is like,

1652
00:40:12,663 --> 00:40:13,743
okay, do I have
what it takes?

1653
00:40:13,743 --> 00:40:14,673
Do I have
what it takes?

1654
00:40:14,868 --> 00:40:15,873
Well, that's because
you're really

1655
00:40:15,873 --> 00:40:17,283
dealing with the
fear of the unknown.

1656
00:40:17,283 --> 00:40:18,123
I've never
done it before.

1657
00:40:18,767 --> 00:40:20,387
it's like I don't
really necessarily

1658
00:40:20,387 --> 00:40:21,863
know how to do
it, but I think

1659
00:40:21,863 --> 00:40:23,603
what, I like what
you say that is a

1660
00:40:23,603 --> 00:40:25,583
good cure for the
imposter syndrome.

1661
00:40:25,643 --> 00:40:26,423
Well, first
off, you have

1662
00:40:26,423 --> 00:40:27,293
to normalize it.

1663
00:40:27,293 --> 00:40:27,383
Mm-hmm.

1664
00:40:27,623 --> 00:40:28,673
And you have to
say like, imposter

1665
00:40:28,673 --> 00:40:30,820
syndrome is actually
the part that makes

1666
00:40:30,820 --> 00:40:32,305
you wanna crawl
under bed and never

1667
00:40:32,305 --> 00:40:32,705
come out again.

1668
00:40:33,548 --> 00:40:35,095
If you flip it
into the light

1669
00:40:35,095 --> 00:40:37,535
attribute, it's your
integrity saying,

1670
00:40:37,775 --> 00:40:38,945
I don't wanna make
a promise that

1671
00:40:38,945 --> 00:40:39,695
I can't deliver.

1672
00:40:39,695 --> 00:40:40,805
I don't wanna
do some of that.

1673
00:40:40,835 --> 00:40:42,762
Like, it's not just
about the fear of

1674
00:40:42,762 --> 00:40:44,442
rejection or the
vulnerability,

1675
00:40:44,442 --> 00:40:45,492
but it's also
like there's an

1676
00:40:45,492 --> 00:40:46,242
integrity element.

1677
00:40:46,768 --> 00:40:48,832
So, from imposter
syndrome standpoint

1678
00:40:48,832 --> 00:40:49,912
is like first
off, you have to

1679
00:40:49,912 --> 00:40:50,692
acknowledge it
and you have to

1680
00:40:50,697 --> 00:40:51,072
appreciate it.

1681
00:40:51,680 --> 00:40:53,090
it's just trying
to keep you safe,

1682
00:40:53,190 --> 00:40:54,420
it's not a bad
part of you.

1683
00:40:54,420 --> 00:40:56,613
Like I'm absolutely
not a fan when

1684
00:40:56,613 --> 00:40:57,843
people would say
all the chatter

1685
00:40:57,848 --> 00:40:58,263
in your head.

1686
00:40:58,268 --> 00:40:59,773
It's like, it's
a gremlin, you

1687
00:40:59,778 --> 00:41:00,883
need to eradicate.

1688
00:41:00,883 --> 00:41:01,483
I'm like,
well, that's

1689
00:41:01,488 --> 00:41:02,353
a part of you.

1690
00:41:02,810 --> 00:41:04,360
And if you
eradicate, if you

1691
00:41:04,360 --> 00:41:06,185
try to suppress the,
bad part, you're

1692
00:41:06,305 --> 00:41:07,595
gonna suppress
the good part.

1693
00:41:08,048 --> 00:41:09,833
And the good part
is, I still have a

1694
00:41:09,833 --> 00:41:11,740
vision for something
bigger than where

1695
00:41:11,740 --> 00:41:12,460
I'm at right now.

1696
00:41:12,465 --> 00:41:13,450
So if you're
worrying about

1697
00:41:13,450 --> 00:41:15,090
intellectual
property there's

1698
00:41:15,090 --> 00:41:16,620
some part is like
you normalize

1699
00:41:16,620 --> 00:41:17,830
it, and you
understand, well,

1700
00:41:17,830 --> 00:41:18,460
what does it need?

1701
00:41:18,460 --> 00:41:19,210
And it's like,
well, maybe it

1702
00:41:19,210 --> 00:41:21,387
needs someone like
you who can help

1703
00:41:21,387 --> 00:41:22,407
draw out of them.

1704
00:41:22,412 --> 00:41:23,727
Or someone like
me, we could draw

1705
00:41:23,727 --> 00:41:24,757
out of you what
your intellectual

1706
00:41:25,047 --> 00:41:26,983
property is
invalidate that.

1707
00:41:26,983 --> 00:41:28,033
This is interesting.

1708
00:41:28,038 --> 00:41:28,423
Mm-hmm.

1709
00:41:28,423 --> 00:41:30,917
and the thing is me,
with ip, Is, I know

1710
00:41:30,917 --> 00:41:33,837
I'm doing good IP
or is when I'm the

1711
00:41:33,837 --> 00:41:35,507
learner, there's a
lot of times like

1712
00:41:35,507 --> 00:41:37,787
I'm not creating ip,
I'm channeling ip.

1713
00:41:37,787 --> 00:41:38,033
Mm-hmm.

1714
00:41:38,033 --> 00:41:39,213
and it's like when
I'm channeling

1715
00:41:39,213 --> 00:41:41,283
the ip, that's the
interesting stuff.

1716
00:41:41,403 --> 00:41:41,493
Mm-hmm.

1717
00:41:41,733 --> 00:41:43,353
So then it's like,
I just did a podcast

1718
00:41:43,353 --> 00:41:44,870
on decoding the
profit puzzle.

1719
00:41:45,310 --> 00:41:47,317
You the difference
between stable

1720
00:41:47,317 --> 00:41:49,327
profits, sustainable
profits, and

1721
00:41:49,327 --> 00:41:50,347
scalable profits.

1722
00:41:50,347 --> 00:41:51,067
And they're
different

1723
00:41:51,072 --> 00:41:51,633
kind of thing.

1724
00:41:52,160 --> 00:41:53,490
And it hasn't
really gotten like

1725
00:41:53,490 --> 00:41:54,930
huge hits cause
I think people

1726
00:41:54,930 --> 00:41:56,100
like hearing more
from me about like

1727
00:41:56,100 --> 00:41:57,540
strengths and how to
communicate value.

1728
00:41:57,540 --> 00:41:57,630
Mm-hmm.

1729
00:41:58,042 --> 00:41:59,720
But still I have
that mindset, but

1730
00:41:59,790 --> 00:42:01,315
even though if it
didn't perform as

1731
00:42:01,315 --> 00:42:02,785
well as maybe all
the other ones, like

1732
00:42:02,845 --> 00:42:04,315
I learned something
very different.

1733
00:42:04,315 --> 00:42:04,405
Right.

1734
00:42:04,410 --> 00:42:05,395
That really
prepped me for

1735
00:42:05,395 --> 00:42:07,457
our conversation
is I'm very clear

1736
00:42:07,457 --> 00:42:09,180
on the difference
between this the

1737
00:42:09,180 --> 00:42:10,020
scalable thing.

1738
00:42:10,020 --> 00:42:10,440
Mm-hmm.

1739
00:42:10,550 --> 00:42:10,580
Okay.

1740
00:42:10,837 --> 00:42:12,487
That I never really
thought about.

1741
00:42:12,487 --> 00:42:14,667
Like I was all about
the sustainable, I

1742
00:42:14,667 --> 00:42:17,417
want predictability,
stable profitability

1743
00:42:17,417 --> 00:42:18,587
is one, but
sustainable.

1744
00:42:18,587 --> 00:42:19,727
Like, I wanna be
in this over the

1745
00:42:19,727 --> 00:42:21,317
long term, but
it's like having

1746
00:42:21,317 --> 00:42:22,217
that new vision.

1747
00:42:22,390 --> 00:42:23,350
so it's like
creating that

1748
00:42:23,350 --> 00:42:24,970
podcast, it's
like, okay, fine.

1749
00:42:24,970 --> 00:42:25,311
it's not my best.

1750
00:42:25,700 --> 00:42:26,990
It's not gonna be
like my seminal

1751
00:42:26,990 --> 00:42:28,970
one, but I
learned something.

1752
00:42:29,060 --> 00:42:29,300
Yeah.

1753
00:42:29,360 --> 00:42:30,530
And I think if I
were gonna talk

1754
00:42:30,530 --> 00:42:32,615
to anybody, Who's
listening about the

1755
00:42:32,615 --> 00:42:34,558
imposter syndrome
is, I would go back

1756
00:42:34,558 --> 00:42:36,673
to what you say is
you have stuff in

1757
00:42:36,673 --> 00:42:38,024
your head, you just
have to manifest it.

1758
00:42:38,029 --> 00:42:38,173
Mm-hmm.

1759
00:42:38,253 --> 00:42:39,133
In order to make
intellectual

1760
00:42:39,133 --> 00:42:39,643
property.

1761
00:42:39,643 --> 00:42:39,733
Mm-hmm.

1762
00:42:39,973 --> 00:42:40,036
Right.

1763
00:42:40,036 --> 00:42:41,393
But I think that
the other thing

1764
00:42:41,393 --> 00:42:43,043
is, is that you're
the first learner.

1765
00:42:43,396 --> 00:42:44,836
It's interesting
for you, it'll

1766
00:42:44,836 --> 00:42:46,246
be interesting
for other people.

1767
00:42:46,533 --> 00:42:47,896
And if you just
go and put stuff

1768
00:42:47,896 --> 00:42:49,246
out there, like
the beauty about

1769
00:42:49,246 --> 00:42:50,416
intellectual
property, especially

1770
00:42:50,416 --> 00:42:52,359
if you do a blog or
a podcast YouTube

1771
00:42:52,359 --> 00:42:53,319
channel, like
there's always

1772
00:42:53,319 --> 00:42:54,429
another day, right?

1773
00:42:54,609 --> 00:42:55,029
You know?

1774
00:42:55,029 --> 00:42:56,679
Or it's like, okay,
well that one was

1775
00:42:56,684 --> 00:42:58,479
a bust, or like
that one was a hit.

1776
00:42:58,479 --> 00:42:59,559
You never know
what's gonna

1777
00:42:59,564 --> 00:43:01,136
be a hit, but
go with what's

1778
00:43:01,166 --> 00:43:03,136
interesting, you
And you'll learn,

1779
00:43:03,316 --> 00:43:04,729
say, the fastest
way to continue

1780
00:43:04,729 --> 00:43:06,559
to develop your
expertise is to

1781
00:43:06,559 --> 00:43:08,629
create more content
around it, doing

1782
00:43:08,634 --> 00:43:10,099
research around it,
putting it out into

1783
00:43:10,099 --> 00:43:11,599
the world, getting
feedback on it.

1784
00:43:11,813 --> 00:43:13,909
not only the
perception of your

1785
00:43:13,914 --> 00:43:16,249
expertise, but the
actual increase

1786
00:43:16,309 --> 00:43:18,189
of your expertise,
from continuing

1787
00:43:18,189 --> 00:43:18,639
to create.

1788
00:43:18,863 --> 00:43:20,113
there's like
a book I would

1789
00:43:20,113 --> 00:43:22,303
recommend is, I
would recommend Big

1790
00:43:22,303 --> 00:43:24,853
Magic by Elizabeth
Gilbert, if you

1791
00:43:24,853 --> 00:43:25,783
wanna get over it.

1792
00:43:26,056 --> 00:43:27,856
so what, Elizabeth
Gilbert says

1793
00:43:27,856 --> 00:43:29,476
is, ideas are
energetic forms

1794
00:43:29,476 --> 00:43:30,656
that are waiting
to be manifest.

1795
00:43:31,113 --> 00:43:32,303
And they're
looking for a human

1796
00:43:32,303 --> 00:43:34,039
collaborator to
make it manifest.

1797
00:43:34,316 --> 00:43:35,816
if you don't say
yes to the idea, the

1798
00:43:35,816 --> 00:43:37,176
idea's gonna move
on to somebody else.

1799
00:43:37,176 --> 00:43:37,456
Yeah.

1800
00:43:37,829 --> 00:43:39,786
And so it's like
at the ideas.

1801
00:43:39,936 --> 00:43:41,406
Is like almost a
separate entity

1802
00:43:41,406 --> 00:43:42,906
that you could do a
little dance with,

1803
00:43:43,159 --> 00:43:43,849
then it's fun.

1804
00:43:43,849 --> 00:43:45,139
It's like I'm having
a relationship

1805
00:43:45,139 --> 00:43:46,039
with my ideas.

1806
00:43:46,044 --> 00:43:46,149
Mm-hmm.

1807
00:43:46,279 --> 00:43:47,809
It's not like, oh,
it's so attached

1808
00:43:47,809 --> 00:43:49,009
to me, and it's
like, oh, okay,

1809
00:43:49,009 --> 00:43:50,179
this is my ideas.

1810
00:43:50,184 --> 00:43:50,359
Mm-hmm.

1811
00:43:50,359 --> 00:43:51,756
It's like, no, the
idea is separate

1812
00:43:51,756 --> 00:43:53,659
from me and I'm
having fun with

1813
00:43:53,659 --> 00:43:54,979
it, and I'm just
bringing it to life.

1814
00:43:54,979 --> 00:43:55,789
Like again, I.

1815
00:43:55,979 --> 00:43:57,619
The best content
is gonna be the one

1816
00:43:57,619 --> 00:43:59,479
that you channel not
necessarily create.

1817
00:43:59,629 --> 00:43:59,703
Mm-hmm.

1818
00:43:59,913 --> 00:44:01,323
So the more you're
in your head, the

1819
00:44:01,323 --> 00:44:02,553
less interesting
it's gonna be

1820
00:44:02,553 --> 00:44:04,173
for you and for
your audience.

1821
00:44:04,178 --> 00:44:04,393
Mm-hmm.

1822
00:44:04,583 --> 00:44:04,873
Yeah.

1823
00:44:05,283 --> 00:44:05,733
Agreed.

1824
00:44:05,927 --> 00:44:06,287
All right.

1825
00:44:06,287 --> 00:44:07,607
Nice little bonus
at the end there.

1826
00:44:07,607 --> 00:44:09,017
Thank you so
much, Betsy.

1827
00:44:09,746 --> 00:44:10,549
Thank you, Erin.

1828
00:44:10,549 --> 00:44:12,499
It was so much fun
being on your show,

1829
00:44:12,616 --> 00:44:14,446
and I'm so excited
about what you do.

1830
00:44:14,526 --> 00:44:16,386
I'm fascinated by
everything that you

1831
00:44:16,391 --> 00:44:18,790
say and I cannot
recommend you

1832
00:44:18,790 --> 00:44:20,740
enough to anybody
who's working on,

1833
00:44:20,956 --> 00:44:22,576
really monetizing
their body of work.

1834
00:44:22,576 --> 00:44:23,926
You have the right
heart, the right

1835
00:44:23,926 --> 00:44:25,006
mind, you've got
the whole package.

1836
00:44:25,496 --> 00:44:26,516
So thank you
for having me

1837
00:44:26,516 --> 00:44:27,146
on the show.

1838
00:44:27,326 --> 00:44:27,866
Well, thank

1839
00:44:27,866 --> 00:44:28,076
you.

1840
00:44:28,076 --> 00:44:29,006
This has been a joy.