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Well, I'm not used to that.
OK, let me go ahead
and share my deck here.
There's we're going to do a
little work together today, OK,
so where's my share option?
There it is.
Am I not the host?
Yes, you should be the host.
Unfortunately, we're going to
share the time multiple, ok?
Oh, there it is.
OK hit the wrong button.
The little triangle.
Fooled me.
OK, here we go.
OK welcome to call
number one, eight seven.
We're talking about the
one thing today it's June.
I believe it's June, may, June.
Yeah, June 21.
I just want to go through a
brief brief, just introduction
and some quick
announcements, ok?
Some of you are new to here
to this group, and some of you
are like OG original
gangsters here.
But I just want to
let you know who
the official team is and are.
So first off, we
have Emily Hansen.
She's our ambassador.
She's a she's our shield
maiden from Sweden.
She's a brand strategist.
And you've probably heard
her a lot on clubhouse,
but she's the one just kind
of making sure we're all
having a good time.
The heart of the group?
OK, that's Emily Hansen.
She was the one who
was just speaking.
And so if you have
concerns or questions,
please address them to Emily.
Next up, officially
making, I guess
today is the second
day at work is on.
He's he's our community manager.
He's going to be helping us a
lot with the behind the scenes
just to make sure
everything's moving smoothly.
You should start to
feel the difference
as he gets into his role.
We've never had a person
do this for us before.
Full time dedicated Andres.
He's a member of the
community, but now he's
also officially joining the
Dark side of the good side.
Depending how you look
at it, it's Andres.
OK, Louise, she's here.
I saw her earlier L money.
What incredible name L money.
My name should be.
Crespigny weights Christo.
OK, anyways, L money is here.
She has done a lot of
different things for us,
but she's mostly involved in
the social media management
of our Instagram
account, so she's
the one responsible for growing
that account to the size
that it is today.
She's young, she's
smart and she's
just really intuitive and
great at writing content.
We hope to have her more
involved in this group,
so she's kind of shifting
roles a little bit.
Last but not least in
a full time freelance
contractor position
is Stephanie Owens.
She's doing a lot of
the writing for us now.
So if you're seeing these
email blasts that we send out,
I think that's her
who's writing it
and maybe some of the other
copy that you're seeing.
So Stephanie Owens, she's also
been a clubhouse moderator
with me.
And speaking of
moderators, I don't
know if they're on the call.
Mo Ismail, you guys know
him as a freestyling,
lyric lyrics lyrical list, or
I don't know how to say that,
but he he's adds a lot
of color commentary.
He's also big, fuzzy
Teddy Teddy bear.
If you ever get a chance
to meet him in real life,
his signature pose is,
he points, that's it.
He just points.
And then Alec miller,
he's kind of our archivist
soon to hand over
those reins to Andre.
So, OK, so Alex, not often
on the calls, but when he is,
he usually will know every
single episode on YouTube
and also on the protocols.
So if you need some
help, he's your person.
OK all right.
Some quick announcements,
quick announcements.
I'm still working on some
new clubhouse badges.
Ok? the top one is if
you're a moderator,
and in order to be a
moderator, you just
have to let it be known.
Anyone who's officially
completed their first 30
days of moderation can
then bring on two or three
other moderators
and work with them.
It's reserved for
people who have done
like media training with us.
And then you can
have that badge.
But I'm working on
a new special badge,
and I don't know if this
is one I like just yet.
But some suggested that
moving the future pro icon
from the bottom right to the
left side because the mute icon
is usually covering it up.
But I'm still working
on some things
to make it look super official.
I think this one's a
little bit complicated.
You guys let me know in
the chats if you like it,
if you had any
suggestions or not.
But I was really
kind of inspired
by the content creator program
that rich got accepted into.
So I'm like, oh, we can work
on our badges a little bit more
than the way we have.
OK, now some of you may
have seen this recently.
If you look on the
left nav bar, you'll
see something under pro library.
Under the pro
library, you're going
to see these six things
get stuff done goal
setting and marketing
the art of sales,
build expertise,
content creation there.
Carry over from
our Facebook group,
and I'm going to
continue to add to this.
Ok? you can't write in here,
so it doesn't get too messy.
I'm trying to include
different exercises and things
that you can do self-study.
So that you can make
progress towards your goal.
And they're broken into six
categories if we need more.
Let me know if you think
things should be moved around.
Let let Andres know and
he'll move them around
so they make more sense for you.
But they're really prompts
for you to do stuff.
Ok?
there's other things going on.
You're going to see things
like the daily dose, which
is your daily challenge and
all these leading that front.
So she's writing
those challenges,
and I hope you guys participate.
Since our last call, we did the
big brother sister initiative,
and I just want to make sure
that you guys understand
what's going on here.
Now, my team got a
little carried away.
They started
assigning white belts.
We're going to assume
everyone's a white belt.
We're just going to assume
unless you otherwise designate
to us, this is where you're at.
So this is the amount of
money that your company,
in terms of annual buildings,
is hitting your company, not
you specifically.
I mean, if it's you,
that's even more amazing.
But OK, so if you're an
independent contractor,
it would just be
if you're running.
A company of three
or four people,
you would total your
annual buildings together.
Why are we doing this?
First of all, you don't have
to do this only if you want to.
But we think it would be
wonderful for a person
to get help for someone
just one rung above them
and then to help somebody
one rung below them.
And it should be a one to one
thing I know at the beginning
everybody just it's a mad dash
and grab for a big brother
or a big sister.
But the idea is just
help one person.
And when you help one person
move from, say, the 200 100
the orange belt to
the purple belt,
you need to let me
know because there
will be some kind of ceremony
that we'll do together,
and I might have to actually
have belts made or something.
I'm not sure yet,
but we'll do this.
We'll do a full ceremony
like graduation or something.
And not only does the
student get something,
but the teacher
gets something too.
And I think that's a
wonderful way to kind of help
build the community because it's
not always about getting stuff.
Sometimes it's about
helping other people.
OK, something new
that's coming real.
Soon we're starting another
social media challenge.
I think this is the brainchild
of our team between L Stephanie
and Annalee.
I'm sorry if somebody else
was left out of this list
here, Stephanie.
Stephanie, Stephanie
and Stephanie Pell.
And me and you and
Andrew, it's all people.
Yeah, Yeah.
So here's the bingo.
So you guys know how
bingo works, right?
Every time, you're able
to check one off the board
and you're able to
connect it diagonally.
No, this doesn't work.
They should be 5 by 5.
Now 5 by 4.
Doesn't make a full bingo card,
so maybe we can add one more
or we can do blackout.
We can do blackouts.
We do blackout, I think.
Yeah, I haven't
played bingo in ages,
so you got to do all of
them to get blackout.
Yeah, Yeah.
The future blackout.
We're going for blackout.
That means you have
to hit all of them.
Yes OK.
All of them.
Yeah all right.
Something like that, OK, Yeah.
Anyways, maybe we
get on with it.
Yeah, let's get
on with the call.
So here's the call.
So this is called seven.
Like I said one thing,
so I have a quick story
to share with you.
Somebody please hit mute.
I can hear you OK.
This takes me back to
Art Center and something
that you guys don't
know about me.
I'm going to just
reveal something here.
I was not a great student, and
when I mean, great student,
I wasn't a great student by
the standards of Art Center.
Let me hit Skype so you
guys can see my face here.
OK because Art
Center wanted to test
each and every single student,
so each instructor kind of
took it upon themselves to give
every student in their class
more work than humanly possible.
And so what we saw
were we everybody
has a certain unit of time.
And they would
break it up evenly
to each and every single class.
Made a lot of
sense, but early on,
I kind of figured something out.
Not all instructors
were created equally.
Therefore, I should not treat
every single class equally.
So every semester I would look
at my instructors and say,
these are the two
or three classes
I want to Excel
in the other ones.
I'm going to give it my minimum
effort, my minimum effort.
I know it seems a
little bit weird,
so I would just do
enough not to get a C.
So an A or B would be fine.
I wasn't really
concerned about my GPA
and I saw like a
distinctive difference
between how I move through class
and how some students were just
grinding away at
every little thing
and not doing really well.
In fact, this is how I
met my wife, by the way,
that she was my first
friend at art center,
and she wound up doing
the homework for me
as a friend for classes
that didn't matter.
So if you guys have
ever gone to art school,
you know, like
there's color theory
and you have to paint
little swatches.
And so when she
painted her swatch,
she just walked over my
board and paint my swatch
while I was out
playing volleyball.
So, yeah, I was not
a great student.
I'm going to reveal this to you.
But what I did was I
chose just a few things
to focus on and put all my heart
and energy and Excel at that.
OK, so this brings me up.
OK, I'm going to
hold this book here.
So today's call is
called the one thing,
and there's no coincidence
there's a book.
The book is also called
the one thing, some of you
have read this book some people
have recommended, I read it.
I'm about 3/4 of the
way through this book,
so I'll share some things
I've learned from this book.
But the book asks
this question why
do some people seem to get so
much more done than others?
You ever notice that, it's
almost like they're cheating?
Like if time is currency, they
feel like they have more money
than us in terms of their time?
What are they doing?
How is it they're able
to do so much more
and achieve more and earn
more, have more and be more?
What is it about them?
Well, let me go back
to sharing here.
Share screen to.
And then conversely, why
is it that some of us
do few things, well, feel
like we're doing too much
and not getting
where we need to be?
What's going on there?
OK, so we're asking ourselves
this question of productivity.
But the author, his
name is Gary Keller.
He posits this thing, it's like
productivity is the byproduct
of having clear priorities.
Now, I can't tell you
how many times I've
answered this question,
and some of you
have sent me this
recently, which
is how many social media
accounts should I have?
I do a little bit of design,
I do a little bit of web.
I do little branding.
I do a little strategy.
Should have four counts.
And generally
speaking, my default
is my default answer
is just pick one.
Just pick one like, do
you have that much energy
to manage four accounts?
Do you have that much
content and things
to say on a consistent
basis across four things?
Probably not.
So by focusing on
one thing, it's
counterintuitive you can
actually accomplish more things
and by focusing on more
things, you probably
won't accomplish anything.
And this is true just
about every single thing,
and we'll dive deeper into that.
OK and underneath
priorities purpose.
So when you have
a clear purpose,
why you exist beyond
money, why you exist,
it allows you to figure
out your priority
and by having clear
priorities, you
could increase your
productivity, your success,
your relationships, your
general happiness, your health,
your fitness, all
those kinds of things.
And so from the
book, Gary is really
saying not all things
matter equally.
I'm tying it to my
Art Center story.
So I saw some, some
of my classmates
get A's and minuses and
all that kind of stuff.
And on paper, they were
better students than I was.
They're going to
graduate magna cum laude.
And I was just going
to do whatever I did,
it didn't matter.
But I'll tell you something.
I got a higher portfolio
review score than them.
I got a bigger
scholarship than them.
I got more job
opportunities than them.
So I want you to
let this sink in,
not all things matter equally,
and you're spreading yourself
way too thin across too many
different tasks and things.
And you found that
there's this thing that
links successful people, that
extraordinary, extraordinary
results are directly
determined by how narrow you
can make your focus.
So this is not a call
about generalization
or specialization, it's just
about where you put your focus.
OK, there's another story that
he shares inside the book.
It's called, well, it's not
called it, but the domino
effect, and then there's linear
versus geometric progression.
Now, if you've ever had
a set of dominoes before,
there's no doubt that you
stocked them up and created
a little chain reaction.
When you knock one,
it hits another one.
But it's a transference of one
energy to another thing that's
called linear progression.
But you may not realize
this, but a domino
is capable of knocking
something over that's
50% bigger than its size.
And that creates something
very, very different,
so that means that instead
of the dominoes being
the same size, the next
domino can be 50% bigger
and it continues
this way and this
is called geometric progression
or maybe exponential scaling.
OK and another way
of looking at this
is the compound effect
written by Darren Hardy
is that if you consistently
do something, apply your focus
to something and don't give up.
It can have a
compounding effect.
OK, so let's take a look
at this as an illustration.
There was a commercial
here in the United States
for a telecom company,
I think or know
it was an investment company
for retired four people
who are considering
retirement, and they set up
a tiny little domino and it
looks something like this.
So domino.
I didn't know this is
only 2 inches tall.
OK, but if you knock over the
next domino on that domino
is 50% bigger than
the previous domino.
It gets really amazing
really quickly.
So by only domino
30 one, that domino
was would be as tall
as Mount Everest.
And that's incredible
if you think about that.
31 dominoes later, you are
now at the height of Everest.
And then domino, 50
seven, it's a distance
from the Earth to the moon.
So in 56 moves from
your original domino,
if you were consistently stay
focused on something where
you're clear about what
it is that you want,
you can accomplish
great things in the book
opens up with this
Russian proverb that
says if you chase two rabbits,
you will not catch either one.
If you chase two rabbits,
you won't catch either one,
it's impossible.
You got to pick one thing and
there's another quote here
from Stephen Covey.
The main thing is to
keep the main thing.
The main thing.
This is all about focus
and doing one thing today.
So how do we apply this to
something like lead generation
brand building?
Because that was the
Promise based on that
poll that I put out there.
OK and and so you've heard
this expression, too.
It's not what you know, it's who
you know, you heard this right?
Because who are your connections
and how opportunities are going
to manifest themselves to you.
But then maybe the better
question or a statement
is it's not who you
know, but who knows you.
So that's just one
level above that.
OK, so we already know this,
everybody here in this room
knows this and this diagram I
will share over and over again.
So people hire people they know,
like and trust in that order,
in order for me to trust you.
I have to start to like
you before I can like you.
I need to know who you are.
So a lot of this is just
about building up awareness.
Developing authority
and hopefully
being seen as an expert in
the eyes of the audience
that you hope to attract.
So we're going to spend
a lot of time on this.
No part.
OK and this is going to be
determined by how clear you are
about what is your one thing.
OK, so when do a
small breakout group
in one second, OK,
what we're going to do
is I want you guys
to make a list.
Just make a list.
I want you to write
down 25 things
you want to be known for.
I'm send you off to
a breakout group.
It's going to be totally random.
You can work in silence,
you can turn on music,
you can do whatever
it is that you want.
I want you to come
up with exactly 25.
No more, no less.
20 five, now I think you'll
get started off really strong
and then you start to fade.
So instead of telling
you, do your one thing,
I'm actually telling
you the opposite.
Tell me how many things
you want to be known for.
Let me escape out of
this stop share escape.
All right.
Is everybody clear?
You're going to make a list?
However, you want to make
your list analog or digital.
You're going to make a list.
Hi, Phyllis.
Is that your husband
behind you there?
He's checking it out.
OK hi, Phyllis, husband.
OK, so what I'm
going to do is I'm
going to do a breakout room.
Where's my breakout room?
There it is.
How can we just come?
And just it was a
little bit faster.
How many minutes.
And what is happening
in the breakout room
if people never been
in a breakout room?
Oh, OK, thank you for asking.
I'm going to give you
how many minutes do
we think we should get?
I was thinking seven minutes.
Yeah, that's enough.
Seven minutes.
I'm going to send you
to a breakout room
when the notification
comes up, you just
go into just accept
it and go in there
and you'll just see this
exact same Zoom thing.
Except for it'll
only be a few people.
OK, Jake Jacobus.
Hi, Chris.
Just a quick question.
Is this?
Yeah is this just professional
or is this, you know,
everything?
The works?
Everything ok?
Gotcha all right now,
I know it sounds crazy
because usually I'm
telling everyone focus,
focus, focus and people
don't want to focus.
So today I'm going to
do I'm going to take
the exact opposite strategy.
I'm like, go crazy, everyone.
Write down everything.
You think you're good at what
you want to be known for.
Whatever the world's
greatest father,
mother, son, daughter,
cousin, whatever it is you
want to be known for.
It could be about your skill.
A hidden talent.
I don't really care.
I just want you to get to 25.
OK OK, great.
Is that clear, so when do
this for seven minutes?
I'm going to send you
into groups of four.
So is for OK for social anxiety
and/or is that still too big,
I think for us.
OK, and we work in
silence first and then
share or how do you want
us to do with four people?
However, you want to do it OK,
but I need every single person
to come up with 25.
Mm-hmm It's important.
OK, come up with 25.
And we're going to do
this a couple of times.
So you know, I would say
that the very beginning just
work on it for just a
little bit by yourself
so that the quieter
people have a moment
to think themselves without
being influenced by you.
You have seven minutes, six
minutes into the seven minutes.
I'm going to send you a
message saying, wrap it up,
you have 1 minute left.
You're going to
see the countdown.
If you're done, rejoin us.
If not, you have until the
end of the countdown, the room
will close.
So I have to create 23 rooms.
And even if you can
talk, even if you're
in a noisy background, you
can still join the room
and just be there and be quiet.
That's correct.
You have to say anything.
You don't have to
have your camera on.
Yeah so here we go.
I'm going to create.
And open all the
rooms, are you guys go?
Are you seeing the invite?
Oh, OK, beautiful.
Oh my gosh.
It is, it is.
OK, so here's what we're
going to go back to the deck
and then I have some
prompts for you, OK,
so I'm going to share
the screen again.
I hope everybody,
everyone got to 25.
Can you OK, those of you,
I see people saying 17 and.
And 19, OK, we got to get to 25.
I need you to get to 25.
That's the goal.
Shoot Stanley, are
you still here?
But I can't send you a
message, Stanley send.
Whenever OK, get to 20 five,
I'm going to give you a few more
seconds here to get to 25.
I'll talk through this part.
Just get to it.
It'll make sense in one second.
I promise you to make sense.
OK, so many of you guys have
heard of the 80-20 rule,
but it's also known as
the Pareto principle named
after perito, an Italian
mathematician, I believe.
And it goes something like this.
And the 80
of causes what you
do creates most
of the results what you get.
So 20% of your
clients will account
for 80% of your revenue,
20% of your effort
will lead to 80%
of your success.
And it's not just a theory.
This has been tested against
many different things.
So 20% of your
social media posts
will account for 80%
of your followers.
And so oftentimes we're
busy working on the 80 part
and not on the 20 part.
So if you want to apply this
to your clients, try this.
Go back and look at your
10 clients, your 10 most
recent clients and break them
down by the category type.
And how much total
revenue it generated
and the percentage of profit
and what that percentage
looks like.
And you'll start to see that
they're not all created equal.
And you might even look
at time spent on account.
And you might find
and be shocked
to discover that the
accounts are bringing
the least amount of money tend
to take up most of your time.
I don't know the
least profitable yet.
You want to keep working
with those types of clients.
Hence, the vitriolic responses
that I get on our YouTube
videos where I say, you know,
I don't want to work with you.
You can't afford me.
And they're like, well,
who's going to serve them?
Well, I guess you can.
You like working with
low budget clients that
don't treat you fairly, that
don't allow you to drive.
I don't.
So back to the
book, the one thing,
so we overthink over plan
this shouldn't say overplay
and overanalyze our careers,
our business and our lives.
So if we want to apply
the Pereira principle,
which is to just
focus on the 20%
So you guys came up
with a list of 25.
What we want to do is
reduce that list down to 5
and then ultimately
reduce that down to one.
So I'm going to
stop the share here.
OK and what I want
you to do is I
want you to look
at your list of 25
and I want you to
pick five things.
And when I prompt you to, I
want you to just break the chat.
Right, the five
things the hit return,
but don't do it until I tell
you, don't do it yet, everyone.
All right.
So I want you to write
all of your five.
Your your five most important,
most relevant to you and what
you want to get out
of your life today.
OK, I'll give you a few seconds.
And so even if you didn't
come up with 20 five,
it'll still work.
I need you to explore
every single idea.
So if you want to be known
for content marketing,
if you want to be known for
sales negotiations, you.
Those are five things, so
write all your five things,
and when I tell you to
hit, send, you get hit,
send and I want us
to do this in unison
because I don't want
anyone to be persuaded up.
Everyone slow down.
I want you to write
your five first
because I want to see what
you all are thinking about.
Slow down, Jamie.
OK and if everybody looks up
at the screen that I know,
you're ready.
OK is this professional only?
It could be anything
that you want?
Amy oh, don't call
me, it's the protocol.
Most literally trying
to call me right now.
OK OK.
Is everybody ready?
It looks like most
everyone's looking up at me.
A couple more seconds.
You know, I just have
to take one minute,
one second here to
acknowledge how many people
have their cameras turned on.
It's a far, far cry from
when we started this in 2014
when it would just be me
looking back at me and Jose.
That was it.
Nobody would turn on
the camera, and now I
see a whole full screen
of people looking at me.
So the peanut gallery on
page two, like half of you
have your cameras turned
out, but that's OK.
We'll wait for you.
We're patient.
I will outlast you.
I'll be here whenever
you're ready.
OK all right, everybody.
You ready?
Oh, people are
already typing it in.
Let's do it.
Ooh!
well, so and you're
still here, right?
Yes, you are.
It'll do me a favor.
You want me to read everybody?
No, no.
That would save me from
now until Christmas.
No, what I would like for you
to do is just scan through them
and just write down like six
or seven interesting odd ones.
I'm looking for the odd ducks.
So I'm sure brand strategy is
going to be all over the place.
So if you find one that's
really weird and different,
I just want you to
make a note of it
because I want to
know this weird group.
OK, so I'm not
looking for practical.
I'm just looking for weird.
So, OK, so we're going
to keep moving on.
All right, so now
the rest of you
guys can just sit
here and start looking
at this list of how many
different things you
want to be known for.
OK, so this is a professional
development group.
I'd like to help you with life.
But I am not equipped
to do that yet.
OK, so we'll look at some
of the business things,
so knob will take you to your 5.
I know it's really hard.
We'll pick one.
OK, so now go ahead
and write your one.
I apologize to anybody that's
directly texting me right now.
Please do me a favor
and message only
because I can't read the chats
while I'm trying to do this.
OK, so I'm going to turn off
the chat for me personally,
I can't do that too many
things to look at on my screen.
All right.
So we're going to go back to it.
So now when you're ready, go
ahead and write your one thing.
And hopefully that
wasn't too bad for you.
You got it out of
your system, you
felt like somebody heard you,
at least the internet heard you.
You're able to go through
this very long list.
And then you're able
to reduce it down to 5
and then you can reduce
got enough for one.
I'm just going to randomly
pick on some people just
because, you know,
I haven't talked
to them face to face
like this in a long time.
Heather krank, what's
your one thing?
I put creating an
experimental beauty.
What does that mean?
It sounds wonderful, by the way.
Experimental beauty.
Yeah well, it gives me
some room to create things
without being too narrow.
It means creating things
that are inspiring.
Where do these things live?
How would one see this
experimental beauty
on the interwebs now?
You know, the way
I see that is sort
of like an immersive
installation kind of thing.
Would this give you
a great joy if this
is all you did for
the rest of your life?
Yes OK, so the
trouble right now is
I imagine getting paid for
this experimental beauty.
True, that's an interesting
name for a company, by the way.
Experimental beauty.
Oh, I don't know.
OK very interesting.
All right.
Let me pick someone else.
Is it sakinah?
What's your one thing?
And my one thing was
authentic brands.
You want to be known for.
Authentic brands, Yeah.
Creating one or being one,
I know, creating, creating
truly authentic brands.
OK can you give me an example
of an inauthentic brand?
Present, say, the future.
Yes no, I won't.
I actually can't think
of one right now.
You've put me on the spot.
OK Yeah.
OK because one assumes this
is how my brain works, right?
I'm going to tell you
a little secret how I
debate whatever somebody says.
I just ask them the
opposite question.
Well, you know, I
like hot things.
Well, what are some cold things?
And if they can't tell me
that they have to go back
to the drawing board?
OK OK.
There's a lot of people say,
I want to be more authentic.
I'm like, well, tell
me who's not authentic?
And then it becomes like, Oh.
So we want we
don't want it to be
one of these true
but useless things.
OK, so let's think
about that, right?
OK, sounds good.
OK I think it's and Lockwood.
Ewan, yeah, Yeah.
Hey, Chris, what's
your one thing, buddy?
Be curiously creative, so
similar to have a broad enough
that, yeah, it's probably good.
It's very interesting group.
OK, OK.
Hang in there with me.
Curiously creative.
Are creative people not curious?
I think it's having a
specific mindset that
is just so explicitly
curious within that, Yeah.
One of the things I
try to get people to do
is instead of finding two words
that are almost anonymous,
like you would say,
creativity requires curiosity
and courage and commitment.
All those keywords.
So I would say try to find two
words that aren't overlapping.
Yeah, unless you want to
call your company very, very,
then it's like, OK, I get it.
OK, so let's move on.
Zara, Zara, right next
to you and on my screen.
Zara, what's your?
One thing.
Hi, is it OK if it's not
related to what I'm doing,
like, yes, future, OK, like
aspirational, OK, yeah, I
would like to have a brand of
shoe that is very stylish, very
beautiful, especially
for women who
have very flat feet like myself,
and there's not enough of them
out there.
So so that's one thing I just
want as few words as possible,
what's your one thing, ok?
The oh, god, I didn't think
that through shoe designer
for flat feet,
people with glass.
Are you an industrial designer?
No, I'm not.
I'm actually a graphic designer.
That's why I ask.
I love this.
OK, watch.
OK shoot it.
If this is not good enough,
I have something else.
No, there's no such
thing as not good enough.
It's whatever you want it to be.
OK I think four people here
are going to form a company.
It's going to be
a company that's
going to create authentic brands
that are carefully created
for people who have flat feet
and do it in a way that has
experimental beauty involved.
I think that's it.
You guys all for you.
Start a company today.
You're done.
Ok? these are some
really oddball answers,
and I guess you don't
have to write things down.
They're just going
to tell us what?
They're crazy answers.
I love it.
Yeah, I have.
I have.
I have at least a little
bit weird ones as well.
Tell me a couple of weird ones.
Yeah, I found them.
We have.
We have.
Keegan is the mastering,
mastering distraction.
And then we have
Marcelo agile waterfall.
I have no idea what that is.
It's a contradiction.
OK agile is a man.
Yeah, I know.
Yeah, that's a waterfall.
Like, ok?
And then Jason is
a savvy negotiator.
OK and Dave taalas,
it's educator
of the Mars generation.
Oh, yeah, like that.
All right.
Savvy negotiator.
I assume you have to be savvy
to be a negotiator again.
I was like, is that weird?
I'm already like, I have
a 20 year sales career,
so that's not the one thing.
I want to be the motion
designer for the music industry,
but you need to be
a savvy negotiator
to be able to do
that sort of stuff.
Yeah Jason, for some reason, you
have a lot of background noise.
It sounds like you're on a next
to a jet engine or something.
My my laptop fan is blasting,
you're busy mining for Bitcoin.
No, I don't mind, man, but
I've got a render going.
So, so yeah, I can feel it.
I can feel the render
going on right now.
OK, let's pick up a
couple more people.
Tell us what your
one thing is now.
Let's just recontextualize here.
Your one thing can
be aspirational.
It can be in the near to distant
future in the next five years
or so.
But the same question to
ask heather, which is,
is this something
that would give you
joy to do for the
rest of your life?
The quicker we can
find that, the more
that we can begin picking
the right first domino.
So you remember the story
about the domino effect, right?
So it's not about pushing
all kinds of dominoes.
It's finding the first
one, the right one to push.
And that one starts
the chain reaction
of things that move you
towards where you want to be.
OK, I'm going to go
to the peanut gallery,
let me switch to
the back page here
and see who's so let's
I'm going to pick Bianca.
Bianca, what's your one thing?
Am I the only Bianca,
I'm guessing me?
I think it's.
Bianca that's.
I'm very new to design, but
this is what I want to be.
I'd want to be a
customer driven designer.
I want to hear people
and let that reflect
in the designs
that are produced.
So that makes sense.
So what's the one thing?
It's to be a customer
driven designer customer.
Driven designer.
OK what's the opposite of
that, what's the alternative?
To not listen to people and just
to create something pretty OK.
If you don't listen
to people, I imagine
you won't have very
many customers.
Yeah, fair enough.
OK, so everybody, let's
just work on these,
these phrasing a little bit.
I think I saw Mo earlier.
I think he realized he's calling
me while I'm on a Zoom call.
OK, let's skip over to Arkema.
Arkema Kim, what's
your one thing?
You would call on me, right?
Hi, there.
OK all right, I'm sorry.
This is unlike clubhouse,
where you don't even
get to raise your hand.
I just call people.
Ok?
so what did I put in here?
I want to be known as the
ultimate special event.
Creative director and producer.
Put that down for it.
That's a lot of adjectives.
Can you take away some
of the adjectives?
So it's a lot of
adjectives, right?
It is.
It's special event.
Celebratory creative
director at an event.
Creative director.
Is that does that help?
No, I hate that.
OK, let's just get another one.
I've got 27.
OK, so I want to be known to
be a culture change agent.
You know, this is I
sounds so schizophrenic.
I know.
Cultural change agent.
I just write that down.
Change agent.
Now you guys don't know this,
but every time on clubhouse,
I think Arkema is sending
me nonstop text messages.
That is, you write a keema?
That's me.
Yeah yeah, it is.
It's like she's like giving me
color commentary on the side.
I love it.
OK, let's jump over to
ken, ken, Ken Brathwaite,
what's your one thing?
Hey, chris!
I wrote down, helping
people think differently
about how they solve their
complex business problems.
OK can you help to make
that statement less complex?
Uh, can you help to make
that statement less complex?
Well, that's what you
help people do, right?
Sometimes can you just remove
words, just remove words,
and it'll be less
complex, try it again.
Helping people think differently
about solving problems.
OK, that's almost the
same amount of words.
I think you just helped to
make things simple, right?
So you turned the complex
to the simple maybe,
except in this case
where I did the opposite.
Right?
it's OK.
All right.
Let's keep working on that.
All right.
All right.
So I'm going to jump
over to Muhammad faraz.
Which is one thing within
a spreadsheet created.
OK, say one more time.
Visionary, spiritual,
creative, visionary, spiritual.
Creative, Yep.
OK OK.
This is one of
those things again.
Can you be a creative person
without having vision?
Creative people need to
see the future right.
Yeah, and creative people
need to be curious, so again,
look for these overlapping words
and eliminate one or the two.
So he could be a spiritual
visionary if he wanted.
Yeah, that would.
Maybe maybe that's too
self-important, I don't know
what I'm finding
out so far is you
guys are a little
all over the place.
OK the it's going to
become very apparent.
What's about to
happen to all of you?
OK there's a whole
bunch of people here.
I want to talk to
so many new faces,
so many beautiful people.
But let's just hang in there.
I'm going to get
back to the deck
and then we're going to
keep talking about this.
Are you going to find
a problem really soon?
And I didn't mean to trap you.
I just wasn't expecting these,
these very creative responses.
OK, so if we apply the
parental principle,
we came up with a
list of 20 five,
we're going to reduce that down
to 20 percent, which gives us
the five.
And then we need to reduce
that down to one thing.
So here's a quote
from Mark Twain.
The secret of getting a
head is getting started.
The secret of getting
started is breaking
your complex, overwhelming task
into small, manageable tasks.
And then starting
on the first one.
So the secret to success
is just getting started
and knowing which is
the first step to take,
and that's where a lot
of us are paralyzed.
And that's why people came
up with the idea of an MVP,
the minimum viable product.
And so instead of
building an overbuilding,
we just need to get something
out into the market.
As a proof of concept when
it comes to marketing,
Seth Godin talks about the
smallest viable audience.
Do you see the pattern here?
The MVP and the sva?
It's just to help you
get focused really quick
and make something
and see if this
is moving in the
direction of what it
is that you want to accomplish.
So finding your one thing, ok?
Funny one thing, and so the
first rule of real estate
is location, location, location,
you've heard this before.
So as you guys have mentioned
things like, for example,
experimental beauty.
Creating truly authentic brands.
A curiously creative.
Shoe designs for flat feet.
Customer driven design.
Culture change agent
making the complex simple.
Being a visionary,
spiritual creative.
Well, how somebody on the
internet going to find you
so this is the test now.
What are the three
words someone's going
to have to type in to find you?
Are they literally going to
have to type in visionary,
spiritual, creative?
And so what I want you to do
now is I want you to test this.
Whatever you one thing is.
How are we going to find you?
OK, I'm going to assume
this is for business, ok?
So if this is her personal,
it's going to be very different.
So let's put the
personal aside, if you're
one thing is personal, just
put that aside for right now
and go back and pick one from
that glorious list of 25 things
you want to be known for.
And pick one thing, and
then let's reverse engineer,
so let's just say,
for example, you
want to be known as the
world's best logo designer.
OK, that's really simple,
it's very concrete.
What three words
is someone going
to have to type in to
find you on google?
So we're going to
test this right now.
So everybody go onto
whatever browser you have.
Turn it on to incognito
mode, so you can't it's
not biased towards the results
that you look for in the past.
You don't know how to
do that Google incognito
mode for your browser and
it'll tell you how to do it.
Some browsers may not
have this, and that's
when you go ahead
and download Chrome.
Now, here's the test.
Type in the three words.
And look at who shows up.
So when I talked about
the secret to real estate
is location, location, location
is if you type in three words
and everybody that
shows up has nothing
to do with what it is that
you want to be known for.
Those are not the right
3 words, and there's
a difference between what it
is and what people search for,
very different.
People who have inside
industry knowledge
know exactly what to type for.
But Google is not driven
by industry experts.
I one could argue, if
there were an expert,
they wouldn't be
searching for it.
So you have to look for the
terms that normal people.
The masses group intelligence.
What they're searching for.
OK and so today we
want to walk away
with a clear idea of what
our one thing is going to be.
And the three words
that people are
going to have to use to
find us, for one thing.
So I'm going to send you out
back to your breakout group.
And you guys can talk and chat
and make fun of each other
if you like in a kind,
open hearted way.
I'm going to send you
back into your groups.
OK, I'm going to give
you seven minutes.
I need you to find
your one thing
and and you know how
I ask people like,
what's your one thing?
And they would say
something, and then you
can ask them a question back.
Just ask them a question
back, so if they
say carelessly creative.
And if you think that
that's needs some work,
you would just ask
them, are there
people who are creative
and not curious?
OK and I would love for
you to all practice using
non-violent language,
nonviolent communication
to leave the judgment aside, OK.
All right.
I see some people have to run.
That's totally OK.
We have four people in the room.
Even if there's two
people, it'll still work.
I'm going to give
you seven minutes.
I want you to now narrow
it down to your one thing.
And figure out what the
three words are, and they
might influence each other.
So if you started
off like Heather
crank saying experimental
beauty and you're not
able to find that you might
have to change that one thing.
So, heather, I suspect you might
have to change your one thing.
Because I don't know what
one types in for that,
and it could be just a clue
through the application.
So immersive installations
is probably what you really
want to be known for.
Right, immersive
installations like the I
know it's boring, just
the non creative way
of describing what it is that
you want to be known for.
OK so, OK.
Go ahead.
No, I just if people
want to leave,
you don't have to write
it if you don't want it
because it doesn't matter if
it's 2, and one group or three
or four, you know?
Yeah and if you bounce
into room and nobody
joins you, just return here.
Just come back to home base.
OK, I'm going to open
up all the rooms again.
The rooms are open, I
believe now you can all
go back to your rooms.
Recording back on.
All right.
Do we do we change anything?
Let's see what happens here.
Can we type in our new one thing
just as a point of reference
here?
Wow David Goggins of design.
And you kind of look
like David Goggins a bit.
OK, I take it.
Have you typed in your
three words into Google
and you know, no excuse me.
You now know what
the three words are.
Yes OK.
So that's part of the plan.
This is good.
We're going to make some
progress here today.
OK so I don't want to
continue the debate of
should you specialize or
should you generalize?
I just want to
help you make sure
that people who are looking
for you can find you.
And it starts with
having clarity of focus,
and now we have to
take some steps now
that's just the beginning.
So it's very
important that we know
what the beginning
steps are and so
for us to take those
steps facilitating
meaningful connections.
Yes, Lee, I feel that.
OK all right, all right, so
we'll go back to the deck here.
And I'm going to have a
discussion with you guys
in a second, so I'm going
to share the screen.
Here we go.
So we want to take
our one thing,
we want to put it into
action and the way it looks
is something like this.
Now, of course, I said in the
beginning, right down 25 things
and it's totally OK,
whatever you wrote down
because in the book.
You know, it says you can
apply this question, what's
the one thing I can do to
or for my spiritual life
or my physical health,
for my personal life,
for my key relationships,
for my job, for my business,
for my finances.
So whatever it is, you
start to ask that question.
What's the one thing that I can
do such that when I do this,
my life is easier?
Another things are not
necessary or unnecessary.
So we're going to focus
on the business part,
because that's
what I'm here for.
So you could phrase the
question now like this,
so if it's for your business.
And I'm going to help you
out, but you can write it any
which way that you want.
So what's the one thing
you can do for my business?
OK, so I wrote it out like this?
What's the one thing I could
do in the next three months?
So there's some time
limit here to make sure
that clients who are looking
for me will be able to find me.
So what's the one thing I can
do in the next three months
to make sure that the clients
who are looking for me
will be able to find me?
And so this gives you the
clarity of prioritization
and the focus now
if this is really
what you want,
because ultimately,
if we want to be more confident,
according to David baker,
we need to have more
opportunities than capacity,
which means more people need
to call you then your ability
to service them.
So whatever it is that
you're doing, whether it's
about immersive installations
like heather, crank or shoe
design for flat footed
people, whatever it is,
if more people are
knocking on your door,
it's going to make you really
confident because you're
going to have to say no.
And so it's going to
force you to become a lot
choosier with who you
want to work with,
and you can decide it
on many different axes.
You can measure it
against budget willingness
to allow you to
lead the engagement.
A creativity or because you're
connected to their cause
and their purpose.
So in order for us to
become more confident
and to be able to look at
our business relationships
differently, we just need
to have more opportunities.
More opportunities come
from lead generation.
I'm really confident
right now because AI
have zero capacity
to do freelance work
or creative work, and I
have more opportunities
than I can deal with them.
Would that be nice
for everybody here?
OK, so what you want to do
is, before you get overwhelmed
and you over plan everything.
We just want to chunk it down.
And chunking is a very
useful concept for something
like this as especially
so we take our big goal,
we want to be known in
the next three months.
So if somebody were to
type in those three words
to find you currently today,
you do not rank on those top 10.
Presumably, if you
do congratulations,
you can do your next one thing.
So you break down
your big goal, which
is to be a top 10 Google
search for these three words.
Into what you need to
do every single month,
and you change that down to
weekly goals, daily goals, even
hourly goals.
So that you can figure out
what your one thing is.
OK, now, if you
haven't done so, I'm
going to encourage you all
to listen to episode 48
with Ryan Robinson.
He talks about
content marketing.
He's a content
marketing consultant.
It's episode 48.
A screen captured this and
then just listen to it.
He'll break down
this entire process
that I'm talking about
in really great detail.
So you need to learn how to
play the CEO and the SIEM game,
which search engine optimization
and search engine marketing.
His recommendation is the right
medium to long form blog posts.
My addition is to also
make a video of that
because the two together make
a very powerful combination.
I don't know if you've noticed,
but about I think about a year
ago or so when you type in,
for something, if the video has
the description in it, it
will show it under the search
results under video.
Video is a big part of
a Google search engine.
And if you have video, it
drives it, it will rank higher.
Relevant video, I should say.
OK, so this should be
your focus, in my opinion,
is to do some content
marketing to write really long,
not really long, long form
articles and blog posts
on your website rich with data.
Make sure you tag
every single thing.
All the images are
labeled correctly
and then to make a video.
And I think you should
do maybe two per quarter.
So that's one every
month and a half.
And if this is what you
want to be known for,
you're going to have
to start to right
and you have to create so
that people can find you.
Another thing that
he recommended doing,
which is to run a Facebook ad
campaign, spend about 25 $50
a day and test five
different headlines.
I many years ago, am a
neophyte to Facebook marketing,
but even I could set
up an ad campaign.
I take the same image.
I write the headline and
I run the ad campaign,
and during middle of the day,
you should have data already.
Inevitably, one
of those headlines
will pull to the front and
you could retest it again
with another four headlines
and keep doing this
until you find the
headline that gets the best
click through rate.
And it's not going to
sell anybody anything,
it's just to get them
to land on your site.
Now that you have a
great headline, hopefully
that's what people
are going to click on.
Change the title of your
article or blog post.
Change the title of your
video to match that.
That's what people
want, and that's
what they're looking
for, theoretically.
So you just want to find
the best click through rate.
The highest engagement.
OK so far, so good, everybody.
I just want to make this easy.
There's a lot of talking,
yes, who's talking?
The question you
said to do this?
How long should you run this?
You'll need to run it
until you have enough data
to tell you that you're
confident to move forward
with this.
OK OK.
Now, I want to tell you,
when we switched over
from being a service provider
to advertising agencies
and we wanted to become
a brand strategy firm.
We sat around literally
in a conference room.
The team and I, we
just sat there all
on our laptops and the computer.
We started typing words until
we found our three words.
It didn't take that much effort.
I don't remember
exactly, but I think
it was brand, design,
consultancy or agency,
and you type those
three words in.
You're going to find all of
our competitors, everybody
we'd like to be like.
And they're all probably
10 to 20 times our size.
So is aspirational, but
within three to six months,
we are already top 10, all
organic unpaid traffic.
There's a couple
of reasons why I
do want to disclose this in
case you think, Oh my gosh,
it's that easy.
Well I've had the
blind Earl since 1995.
And we have a lot of backlinks.
So Google considers us a
relative, reliable subject
matter expert on something,
we have literally hundreds
of sites that we don't own
that point back to our site
because back in the
day, we did a lot of PR
and a PR firm would
blast out these,
these press releases and then
a bunch of digital outlets
would pick us up and they
would write a blog post.
And then we started
having fans and then
so we have very high search
authority, relatively speaking.
But you can do it
in 3 to six months.
You can do this and I want
you to figure this thing out.
OK, Daniel has a question.
Daniel, what's your question?
So I was just
wondering, like, how
do you determine the
video's relevance,
like is it in the
description or like when
you say, like a relevant
video to just embed it,
how can they tell?
Great question,
Daniel Daniel, what's
the one thing you
want to be known for
would be video production.
Video production ok?
Now, if you want to make a
video about video production
to be known for this,
look, what would you
have to call this thing?
Make a video about
video production.
Well, you want to be known
for video production, right?
I like cars.
I like shooting cars.
Oh, OK.
You like shooting cars?
OK, I'm sorry.
No, I didn't say that.
Now your fault, man.
OK, so shooting cars
using video, right?
Yeah OK, so high Na car.
Like what kind of cars?
OK dude, there's so many cars.
I know you got high end cars.
Let's go hire high end cars.
What kind of high end cars are
still a lot of high end cars?
Old school like.
Remember, like the
Lamborghini quintiles,
like those, Oh yeah,
childhood, those things,
those like that era, OK, like
eighties, the 80s hotline
Miami.
I'm all, I'm right
there with you.
Yeah, right.
You're speaking my
language right now.
I had a lamborghini, Lamborghini
Countach poster in my bedroom
as a child.
I'm like one day, one day.
Yeah, yeah, right.
And it's all your
life in Beverly Hills.
I'm like, Oh my god, that
thing is a beast, a beast.
It can't.
It can't drive over a speed
bump, but it is a beast.
It doesn't matter.
It'll jack up the car.
OK, all right.
So you're going.
So you see, like, we take
something that's really big,
and I saw a little stress
there from you just
for half a second.
But we make these decisions.
And then we start to make
it smaller and smaller.
It's so now you're talking
about probably high end car
collectors of exotic
sports cars, supercars.
Yeah OK, so yeah, true.
You've got to use
the language right
because you've
got to keep asking
to dig deeper and deeper.
So they're supercars
or sports cars,
and might call that
vintage '80s is not
old enough to be ventured.
So would it be considered?
Retro, now you find out
that collecting collectible.
Yeah, classic
classics, yeah, they're
now considered classics, guys.
They're considered classic cars.
OK, look, see,
Ashley is a car nut.
Maybe I don't know.
Yeah OK, so this is
what I mean by relevant.
Yeah, OK.
Because if you start
it off, look how broad
we started off with Daniel.
I'm glad we did this together.
Really broad in
video production.
Like what?
Yeah, totally.
Just cars.
No, no, no.
Hi end cars.
No one Lamborghini.
Not today's Lamborghini.
Yeah, that went like five times.
Yeah so that's what
you all want to do.
So now when somebody
is looking for that?
Hopefully, when Daniel
makes that video.
Haiti's Lambo kuntar, so
I want to see it show.
Yeah I got to find one.
First Yeah right, right, so
now we see what happens there.
OK, so this is perfect.
I mean, it's almost as if he and
I were scripting this together
when super broad
went very narrow
and now he's not thinking
any other kind of car.
He's got a super
focused in his mind,
like, what's the one thing?
So in order for you
to make this video,
you've got to find someone to
shoot the car for it, right?
Mm-hmm OK do you have anything
in your portfolio in this era?
In this era, yeah, this genre
like 80s classic, all I got
is like a Nissan
skyline, like Facebook,
OK, from like Fast and Furious.
Now here's what I
know about people
who have fancy cars they love
to show their fancy cars off.
Yeah should not be that hard
for you to find someone.
OK where do you live, man?
Thank you, very DC.
OK it's an expensive area.
Yeah, yeah, I mean, if you
were like in the middle
of the country here
in the United states,
it might be a little harder
here where I live there
like a dime a dozen,
it's like, Oh my god,
it's car parade every day.
OK Yeah.
Yeah wait, where are you?
Sorry, emily?
Yeah, Los Angeles
in the Pacific.
Oh yeah, yeah, man.
Yeah, it's like a supercar.
Every other day is
driving down the street.
I'm like, OK, yeah,
I might move there.
Yeah, same time zone.
All right.
So now the focus is,
let's pretend like this
is what Daniel wants to do.
So he has a clear idea as
to where he wants to be.
So he needs to
make these videos.
So eventually somebody is going
to pay him a God awful amount
of money to do this.
Do you know that
guy with dreadlocks
who restores porsches?
No, you should want to.
Yeah, he's done a Ted Talk.
He's got a fascinating story.
He's a white man with
dreadlocks and he just
works on vintage porsches,
and he's actually
really well known.
He's here in La.
That's said, look, if
you're into portions,
you know, this guy, I'm not into
him, but I'm like, whoa, OK.
Beautiful films, by the way.
Beautiful, gorgeous cinematic.
Everything all right.
All right.
So that's Daniel.
All right.
So, Daniel, go ahead
and lower your hand.
Yep Rachel.
Hey does anybody else have one
where they have now clarity
on their one thing, in the three
words and any other questions
about this?
Anyone, you can raise your hand.
Peter Peter.
Hey, hey.
All right, so my
one thing, do you
want me to go to the
one before or just jump
straight to the one I only
want to know the one that you
care about, the one
that I care about?
Ok? so the one thing that
I want to be known for
was being a strategic mentor
for creators in gaming.
A strategic mentor.
Yeah and none of those produced
really good search results,
right?
And the interesting issue
is because the reason why
I use creators instead of
influencers or content creators
is because of the
creator economy.
And so the words are
starting to shift,
but it hasn't shifted
completely over yet
where it would yield
good search results.
So I have to
probably just tell me
what you want to do like you
want me to pay you to do what?
Help concentrators grow
their brands in the gaming.
Talk to me.
Talk to me like I
got some interest
in your gaming services.
Oh, OK.
Me let would help
you grow your brand.
Grow your business.
What do you mean,
do I have a brand?
What business?
Oh like you do, so
I know these words,
I don't know these words
at all, because I'm 17.
Uh-huh but my clients
aren't going to be 17.
OK but I'm going to be OK.
Then you wouldn't be for me.
How do you know?
Most likely, you wouldn't
be making the type of money
to be able to afford me.
That's where you
make it this wrong.
what if I'm a 17-year-old
kid in the hype house?
OK I'm just telling you, if
you just dance with me here,
I'll tell you where
this is going to go,
you got to dance with you.
All right.
I'll dance with you.
Just talk to me in
plain language, man.
What do you do?
I'm going to help
you grow your stream.
Already have millions
of people watching.
I'm going to make
sure you're going
to be able to continue doing
what you're doing sustainably,
what is that?
I don't even know what
sustainable means.
We have millions
of people I'm going
to make sure you can keep those
millions of people watching
you.
How?
I'm trying to use plain words.
By making sure everybody
knows who you are.
I already have millions
of people watching me.
Now you stay relevant.
How?
wedding, I am OK.
This is how this works.
OK, let's pause.
OK OK, a couple of things here,
like I mentioned to you before.
If somebody knows
what to search for
and they already
know all these terms,
they already have someone.
Mm-hmm So I'm going
to imagine right now
that you're not a superstar
agent for gamers right now,
I'm just going to imagine I'm
not saying that you're not,
you could be.
I just don't know about it yet.
And so if that's
the case, you're
going to get somebody
in transition.
I need you guys
to know this, ok?
Everybody chases after
Nike, but what you want
is Nike before they were Nike,
because once it become Nike,
it's impossible
to work with them.
All right.
This is really critical.
They're in transition and
people in transition need help.
So they're not through
the bubble yet,
and that's why I would
strongly encourage you not
to discredit 17-year-olds.
They're probably the ones
driving the gaming industry,
as far as I can tell.
My son, who's 15 and
every one of his friends
are deep into this culture.
And they have money.
Rocket pro players tend
to start render like 18,
and the only reason
don't start earlier
is because rules say
that they have to be 18.
I see.
Yeah so those are you're right
there, you're on the cusp
right there.
You got the game.
They are our kids.
Yeah, the pony on the internet.
OK a couple different
things here.
Do you guys know the
story of Justin Bieber
and how he became a superstar?
I should write
usher third YouTube.
YouTube videos.
His agent found him
because his video
was blown up on the internet.
I think his name is scooter
or something like that, right?
Yeah so he's from America.
He finds them and he
contacts his mom and his mom
thinks he's a creep, and
he tells the whole story.
And so imagine if you're
scooter right now saying,
I don't want to
talk to that kid.
Peter, You want those
people in transition.
Yeah, you're going to
go through the bubble
so they don't yet
know these terms,
and there's a good chance
that they don't know him
and their parents most
definitely don't know him.
And so you have to
start to think about
if I'm the parent of a
superstar gaming prodigy.
And they want to start a career
streaming and making money,
getting brand deals.
So don't use things
like sustainable,
just like make money,
playing video games, work
with large corporations,
et cetera, sponsorships,
people understand that become a
pro athlete, become a pro gamer
and I will show you how.
So you could start to write
things like Peter seven steps
on how you could
become a pro gamer.
OK just do me a favor and
hit the mute on the mic,
I can hear every
single keyboard clack
that you're my bad, my bad.
Yeah, no, no worries.
Ok?
so you see, like when we started
off with Peter strategic mentor
gaming creators, I'm like, what?
The fudge is that?
Make it simple, everybody.
OK Thanks for playing
with me, Peter.
Thank you.
So we're going to go
to izakaya or kayak.
It's key like the car.
You got it.
Yes, Kia.
All right.
What's your one thing?
Cooking you want to
be known for cooking.
Being the best,
the best teacher,
like most efficient
and effective.
OK as a teacher.
Yeah there are a lot of cooking
classes and cooking spaces,
but they take time to learn.
So what people
need is efficiency.
They need the shortcuts,
tips and tricks.
OK, what kind of
style of cooking?
I can teach them any style.
Well, that's the problem.
One style, please.
And what kind of food?
Chris, that is the
problem, the problem is,
is that I'm going to teach
them the fundamentals
and they can cook any cuisine.
OK, I see.
So cooking fundamentals, Yeah.
Like knife work.
That's a part of it, but
that's not the whole.
Right, right?
Tell me all the tell
me the top three parts.
So each cuisine has
some core ingredients
that they use, like Mexican
chilies, cumin, cilantro, lime.
So I just want to teach people
the basics, knife skills
and how to incorporate.
The main ingredients from
one region to Dane cook,
that kind of cuisine, so
it's a map, it's easy.
It's not hard.
OK, typekit doesn't matter.
Coconut milk,
lime, shrimp paste.
You can make me really
hungry, and a lot of people
here know more ingredient talk.
Good I've had it matter.
Why does it?
Why does?
Why did why do we
need to learn to cook?
I don't know how to
cook, by the way,
because we all have to eat.
We're bored of the same foods.
We want to live better.
OK, I'm going to help you here.
Many years ago, I was at
a conference in Portland
and there was a
gentleman he was talking
and he had a very clear idea.
And he's a decorated
chef himself.
And he said that there is a
link between obesity and disease
and our lack.
Or are the fir- the further
we get away from actually
our food preparation,
the more likely
it is that we're going
to be out of shape
and have all kinds
of health issues.
Right?
and he talked about it in
almost a spiritual way,
and we need to reconnect.
He said so Hunter gatherer
days, you killed an animal,
you foraged and then
you prepared that food
and there's a whole
process in preparation.
He says, look at this, he says.
Like when you cook the
smells, the aroma sounds.
It starts to prepare your
mouth and your body to eat.
So there's a whole
process that your body
goes through is this
you order a pizza,
it arrives, you open a
box and you just eat it.
So the kind of all
the triggers that are
happening inside your body?
It's this is a very foreign
concept that something
can arrive and that for
you not to know that food
is being prepared.
And so his whole thing
was no celebrities,
no, no big personalities.
I just want to teach
people how to cook.
So he showed these videos
and they're amazing.
He has all these rules about
how the videos are made.
It's excellent close up shots,
nothing like none of them.
Master chef like throwing
salt and like flame, you
know, like, really basic.
And he taught like
even how to heat a pan.
In the short time I spent
there, I'm like, wow,
I didn't know that's
how it's supposed to be.
Right he brought a little
science, and he it's
like anybody can
cook and we need
to learn to cook because
we need to be reconnected
to that process of cooking.
So the whole philosophy there,
so if I can find that person.
But I bet you, you're
pretty good at searching.
You'll be able to find
who this person is.
OK you might be talking
about Michael pope,
but here's the deal.
Nobody wants to hear that shit.
Really overweight.
We're sick.
Nobody wants to hear that.
Nobody wants to know
that they're fat.
They're sick, that
they're not eating well.
We already know that.
How do we fix it?
So that's why I come in that you
get people a little at a time.
You can't give them
that big philosophy.
Nobody wants to hear it.
Nobody wants to read it.
We know we eat too much beef,
pork, chicken and potatoes,
and we get it, but we
don't want to hear.
OK, OK.
So I'm going to teach them
slowly in pieces and a little
at a time, and I give
them dogma and philosophy
up front because that's
only one group of people.
Those are tree hugger
Californians and New York
people.
I am in California.
No, the rest of the country
is overweight and suffering.
So, OK, OK, fair enough.
Fair enough.
What will people search for you?
Three words.
I had best cooking
classes, but I'm
getting this is a new space
for people since the pandemic,
so really nobody is nobody
is clear at the top,
I searched cooking
membership classes
and there are a few people,
but they don't look so good.
I think it easy to
get in that space.
OK, so you think cooking
membership classes?
Is I want people to dominate.
Yeah, I can dominate.
I'll tell you why.
I'm efficient, and I
already know all the excuses
that people have in their head.
We don't, we don't.
We don't need to tell
people what to do.
We need to tell people how
to improve their life based
on what they're already doing.
So I want to change people.
I just want to teach
you some tricks
and show them a
different kind of way.
And slowly, slowly, slowly,
they can incorporate this
into the routine that
they already have it.
Take time.
You can't beat people
over the head with it.
OK, OK.
You don't have to
beat me over that.
I'm with you.
I'm here with you.
Now I'm just telling
you how it worked.
If you want people to
really model behavior.
You can't give them a lot.
OK, I have a book
coming out, too,
and that's the core of the book.
It's not recipes, it's
only like 12 recipes.
But what I'm really doing is
with visuals and placement
is teaching them that
the repetition of it
all and the ideology.
So I'm convinced if they do
half of the recipes in the book,
they'll have a good
understanding and start.
So this is like 40
pages, super simple.
What's the title of the book?
Building soups.
We say one more time.
Building soups.
Building soups.
Yes is that going to be part
of your search strategy?
RCO so with all
of these pieces, I
don't know how to incorporate
the different pieces,
but yeah, I need to.
I need to.
Hunker down and
figure out the CEO.
I haven't even thought
about that CEO yet.
OK, very good.
So we don't have to
figure it out today,
but we'd like to figure it out.
Yes soon, ish.
I like to figure it out.
Yeah, any time, but Yeah.
Yes so unless you have a lot
of money, not you specifically,
but everybody just spend
it on paid marketing.
Organic earned media is
way better, in my opinion.
It's sustainable,
it's evergreen,
and you're going to
develop a skill because we
can spend money to get
traffic, but it's better for us
to build it.
So the first part
is figuring out
what the heck people are
looking for to find you.
And you're right, sometimes
you can come into a category
where, like, none of
these people are right,
but this is where I want to be.
And if you know your audience
that well, it'll probably
be pretty easy for you to just
dominate, be the number one
search result. And it doesn't
take that much effort,
you guys.
It really doesn't, because
most of the market leaders
there are asleep at the wheel.
They're not focused
on content at all.
They're just taking it
for granted that they win
because they're the biggest.
So with some persistence
and some consistency,
if you continue to create
content around what it is
you want to be known for.
You should be able
to outrank someone
who's 1,000 times your size.
This is a David and
Goliath strategy.
OK, so I'm going to move on.
So moving on is Connor.
And then we're going to
catch and then Emily.
Thank you very much, Connor.
What's your one thing?
I don't know how I
can follow that man.
That was amazing.
Yeah, so don't beat me up.
All right.
Yeah, yeah, I'll be
way more awesome, ok?
My one thing is
virtual architecture.
And my three words are
beautiful virtual spaces.
Are you working with mason?
Yes, you are.
Yeah, yeah, yeah, Yeah.
OK virtual architecture.
OK that seems
pretty clear to me.
What happens, what are
your three search words
beautiful virtual spaces?
Beautiful virtual spaces.
OK, so I'm wondering
if the goal is
to do the blog thing
and the SEO stuff,
or is it to just blast
articles on linkedin?
Um, you could do both.
Right?
so, yeah, that like
list of like know,
what's the one thing I could
do in the next three months
to make sure
clients can find me?
I don't know whether that's
blasting articles on LinkedIn,
doing the Facebook ads,
things for the right click
through rate or setting up my
own blog posting to ArtStation
getting on Behance.
Like which one of these?
I mean, I can do all
of them, but then
I'm not building virtual
spaces anymore, you know,
like, I'm deviating
my time away.
Yeah so I don't I don't know
which one is the strategy.
OK, so you've tested beautiful
virtual spaces, and that's
where you want to be, right?
Yeah, I typed it into Google
and there's not really anything.
It's Yeah.
Hold on, hold on.
So you guys need
to be careful here.
If you type in something Google
and nothing good comes up,
nobody's looking for it.
And we're talking about
the entirety of humanity
typing into Google, and
nobody's interested in it.
You're going to own a
very small market that's
so small that nobody cares.
Just be careful that corner.
It's growing, though, so
it might be just that.
It's early, you know, because
virtual spaces is something
that a lot of people
don't even know exist yet.
Yeah so it might be inside of
the next year that is going
to be a more relevant term.
Right?
OK, I'm going to tell
you a little story.
Ok? please.
All right.
I used to work.
I used to elcfreelance@estee.com
this place called Nova.
Com and they run in Hollywood
on sunset, I believe,
or in Santa Monica.
I mean, they're in
Hollywood, but on the street
called Santa Monica.
OK, so I used to
work there, and it
was considered one
of the top five 10
post production design
companies in the world.
They had so much work
there, it was incredible.
And then there was a rumor that
Steven Spielberg was starting
up dreamworks, and he
was going to create
a place in Marina Del Rey.
So everybody in the industry
is like Spielberg, Katzenberg
and Geffen sg,
DreamWorks SKG, we're
going to start a new movie
studio in Marina Del Rey.
So what do these guys do
like, you know what, we've
got to be ahead of this move.
And so we have a
theoretical site where
DreamWorks is going to be.
And so they move their
entire company out
to this massive space
in Marina Del Rey.
Two years later, they
were out of business.
Do you know why?
Dreamworks never moved their.
Uh, Yeah.
You understand this story.
Mm-hmm So if you're a gambler.
Go for it.
I'm not a gambler.
I don't need to be the first in.
I want to make sure there's
enough movement there,
enough interest, so you may
need to just look at something
adjacent to what you're typing
in so people can find you
and then you can move
them over once you have
the eyeballs and the traffic.
I would spend a little bit more
time looking for your three
words, where there's really
decent traffic and really
high quality content.
The reason why I said
location, location, location is
need to be next to the people
you want to be next to.
Right, look, you could have
a mansion in the desert
and be worth very little.
And you can have a tear down
next to a bunch of mansions.
Which one would you pick?
I would have the tear down
next to a bunch of the mansions
because the dirt is expensive.
You're buying the dirt, not
the wood, that's on top of it.
So just try to keep
working on the three words
until you think
you hit pay dirt.
OK OK, getting back to
more specifics here.
I'm not sure.
Does Google index
Facebook and linkedin?
Uh, I don't I
don't know, I don't
think it does as
organically, I mean, yeah,
you can get LinkedIn
articles and stuff,
but I don't think it's
prioritizing them.
Yeah, I didn't think so either.
I think they do
index Facebook now.
But so if part of being
found is through search,
you can't rely on LinkedIn
as your main driver.
Right? so we're
going to call home
base your website where the
full unabridged version,
that's with great content, great
writing, everything is there.
And the other
platforms are going
to point towards this thing.
So, for example, with
peter, for example,
how to make money being
a professional gamer.
Seven ways to do it.
He'll post two or three
things on LinkedIn
and linking back
to the full article
plus on LinkedIn
the post, they're
pretty short in Word count.
I think it's like 700 words.
It's not a lot of
words to write with.
OK or characters,
I'm sorry, not words.
It's not a ton, so your main
article, the big, beefy article
is on your site and then pieces
micro content is elsewhere.
Got it!
OK OK.
Yeah the reason why I said
create two pieces of content
every quarter or three pieces
of content every quarter,
something like that or two is
they have to be substantive.
You're going to write
the definitive guide.
You have to do research.
You might even have
to hire a writer
to write some of this with you.
You might have to render
some really beautiful images.
Make interactive demos.
It's going to take
work because if you
put in 10 minutes of
work, you can eat about
10 minutes worth of results.
It's going to be hard work.
OK, so I have another
question then,
because my expertise is in like
the technical side of light
baking and doing all this like
really, really nuanced stuff
which may attract people
that are trying to build
virtual spaces or
learning about this space
or to work in this space, but
not necessarily customers.
So like I could, I, you
know, I'm a teacher as well,
so I could do like a 4 4 minute
videos or five five 5, 4 minute
videos on how to do light
baking and 3D modeling
and unwrapping and texturing
and all that stuff.
But that's and I would be really
good at it to it all the time,
but that's not really my
customer, right or right?
Your question?
My question is,
should I be doing
this where my expertise
lies, videos and articles
and writing around
where my expertise lies,
because that's where I
have the most expertise?
Or should I be targeting
writing for people,
for customers that have
no idea about anything
in 3D art, which is not
something I'm really good at?
So let me ask you
that question, ok?
Connor, should I write
and create content
around my expertise or
write about something
I have no idea about?
Of course.
Yeah, Yeah.
So I should write
around my expertise.
But those aren't our those
aren't the customers, though.
Yeah so here's the thing.
This has come up before.
Everyone thinks that
this is possible.
I have yet to find
someone who can
do this where you can write an
article and only your clients
find it.
And they're not that
many people that can.
They can buy these
services, right?
So my strategy is
to build an audience
and allow my expertise to
bubble up within the community.
And so when anybody
searches for this,
they're going to find me because
there are 10,000 people reading
this thing all the time.
Got it.
OK otherwise, you
can have six people
and Google will say, what?
You're an anomaly, you're
a statistical error,
and they're not
going to show you.
Ok?
I don't think I
post design work.
I rarely post design work
on my feed on Instagram.
But you know what?
People say, you're the
most amazing designer.
I'm like, I don't
even post design work.
And now, as you guys can see,
they're sending me job leads.
Why would they do that, connor?
Yeah, because you're the expert.
I'm not yeah, I'm not
even the expert, but.
Well, I mean, the
audience, you know,
so social proof plays a lot
in how we make decisions.
So you can have two comparable
artists in any given field.
One has 200 followers,
one has 200,000 followers.
Without knowing
anything about the art,
you're going to make
some assumptions because
of social proof.
Somebody won an award.
There have been, I don't know,
their James Beard recipient,
their Michelin star restaurant.
It's like you don't even have
to eat there and you're like,
this is better.
It's superior.
OK, got it.
So build your authority.
Don't worry too much about
which kind of client show up.
It's not that easy to do that.
If you're a sniper,
maybe you can do it.
I just don't know anybody
that's been able to do it.
Very difficult. OK, so
castano, what's your question?
What's your one thing first?
Hi, my one thing is
illustration, ok?
It's pretty broad.
What kind of illustration?
Right now, I'm exploring
character illustration
for children's book,
character Illustrator
for children's books.
OK have you have you done
this kind of work before?
OK Can you just do
some quick research
to find out how much people
pay for character illustrations
for children's books?
The minimum salary
that I found when
I started doing the
research was about 25,000.
OK are you looking for a job
or are you running a business?
A business?
OK, so we're not talking
jobs anymore, right?
No salaries.
Well, that's how much that
would make for one book.
Oh, OK.
25 k.
And how many illustrations
did you have to draw?
I don't know.
Do the average length
of a children's book?
These are picture books.
Picture books?
Yeah 10 to 10 pages.
I think it's more than that.
Any four pages in
any four pages.
24 pages.
Wealth spreads, total spreads.
Beautiful Ashwin.
How much do they pay to
illustrate a 24 page book?
It varies based on the
contract, so if you're
the author illustrator,
you'll get a higher Royalty.
But if you are just
the illustrator,
you're splitting the
Royalty with the author.
And then again, the contract for
your to get paid ahead of time
is again.
Yeah, the advance changes
based on the publisher,
but it's usually a few
thousand, maybe 3,000 to 5,000
unless it's a really
big publisher.
OK, now you have ashwin, you
also have Ari Chang Knizner.
Do you know Ari and ashwin?
No, I just joined yesterday.
OK, well, first of all, welcome.
OK Ari Cheung has published
several children's books,
and some of them have won awards
too, so he writes and draws.
And so you need to
connect with him.
You need to connect
with Ashwin and find out
a little bit about the industry
that you're potentially
getting yourself into.
So here's what we want
to do whenever we're
getting into
something new, we want
to do just enough research
to figure out like there's
golden in the hills,
you know, before you
start sinking all of your
energy and effort into this.
OK, Krishna.
OK.
In the world of
illustrators, there
are a lot of
children's children.
Book illustrator, so you're
moving to a very crowded space.
If you have a unique
style like ashwin,
maybe you'll fare better.
But it's going to be tough
not to discourage you.
It's just going to be tough.
A lot of competition took a
long time to get where I'm at.
And how long have
you been doing this?
Ashwin over 10 years.
There you go.
So if you guys don't
mind, can you guys
connect offline
exchange information
and just have a little dialogue?
Give her a primer.
OK, ashwin, let her
know what she's in for.
OK beautiful.
OK all right, so let's move
on, let's move on to Lee.
Yeah, and it's not my question,
but I asked in the chat
if someone had a question that
they wanted to ask through me.
So this is me asking a
question for someone else.
You know, OK, I'm struggling
with breaking down
the one thing into monthly,
weekly and daily goals.
Can you explain that
a little bit more?
Let's have a question.
Yeah, that's a list
more, but that he doesn't
understand how to do it.
OK who is this you?
You don't.
You don't know.
You don't need.
OK OK.
OK all right.
Hi, Roy, how are you?
Hi, I'm doing OK.
OK OK, Roy, I hope that was OK.
OK yeah, OK.
OK, so Roy, what's
your one thing?
My one thing is branding
for tech startups,
OK, branding for tech
startups, any specific region?
No, any kind of tech fintech.
Actually, it's purpose
driven tech startups.
So purpose driven.
Is that narrow enough yet?
Not sure.
I'm not sure, either.
It's not only telling us
it's not so pick a vertical,
they're outside to
pick a vertical before,
but I never enjoyed
one specifically.
But I've done work in
fintech, so fintech is OK.
OK, so branding for purpose
driven fintech startups, ok?
Are these series A pre-funded
like seed, pre seed precede?
That sounds like just money.
Reseat has no money.
Actually, I'll tell
you right now, no.
OK, so I'll move
to series and see.
Series is that
enough money, ashley?
Yeah, that's enough money
that's getting into.
We're starting to spend
some money series A as we've
been told to spend some money.
OK, so the higher you get,
the more money and the yeah,
you're good.
OK where do these
people hang out?
Um, clubhouse, some do.
I was thinking about
creating content
that you could search for,
like, for example, if someone
searches for branding money,
fintech, startup or pop out.
But I'm not sure how many
what I could do every day
to reach that goal.
Yeah OK.
So the reason why I
had to do what I just
did and I know you were
trying to be a shield for,
but he was OK with it.
He was, yeah, he
volunteered himself.
Yeah, yeah, yeah, yeah,
yeah, it's totally OK.
The reason why we need
to do that is almost
always the first
step isn't clear
when the one thing isn't clear.
Mm-hmm That's the problem.
So we're going to
have this conversation
to tell until I'm 90 years old,
if I lived that long, which
is people will come
like, oh, I want
to do branding for startups.
I'm like, Oh my god,
it's like everybody.
Oh, tech, no, no.
It's perfect surfer.
No, no, no.
Fintech, OK, but pre-seed
don't want go see,
we're going to keep doing this.
You'll see a pattern here.
We got to just keep getting
narrower and narrower
until we can get into a
place where we understand it.
So Roy, oftentimes the
symptom of unclear first steps
is because the one thing
wasn't clear to begin with.
OK OK, now, do you know
who your competitors are?
OK That's another sign
that we're unclear.
And so I recently been
talking about this everyone.
So positioning, I think it's
one of the most important facets
of marketing and
positioning is the space
you occupy in your customer
or your audience's mind
relative to your competitors.
If you need to write this
down, everyone positioning
is the space you occupy
and your customers mind
relative to your competitors.
So there's only two things you
need to remember about that.
Who is your customer and
who are your competitors?
If you can define who
your customers are
and your competitors,
you have no positioning.
It's really that simple.
So when you know who
the competition is,
you have to figure out how you
fit in there, because if you're
the same, if you overlap
with someone else in there,
if they have more money, more
experience, more clients,
you're going to be doomed
because nobody remembers number
3 and you're lucky
if you're even
number three in that category.
That makes sense.
So, for example, the future
is an education company
that teaches creatives
business skills.
Who's a competitor?
It sucks.
But there's another company
called the future Academy.
Look, what the hell.
There are a couple of other
and they're all like future
related for some reason, I
just can't figure it out.
Ideal teach teaches some things,
you know, but other than that,
I mean, who are competitors?
And if we're not number
one, we're going home.
We have to be number one.
OK, so I want you
to start thinking
about who your competitors
are and your competitors
will teach you a
lot Because why.
You just go to
their landing page.
You look at their marketing,
you look at their social media
accounts, you go on
all the little forums
and you find out what
anybody saying about them.
You're like, oh, there's an
opportunity for me to exploit.
And it's like that.
So Heather krank, with your
immersive installations,
who are your competitors
who's bigger than you?
Oh, there are lots of
people bigger than me.
There's I'm blanking
on the name.
There's a company coming
out of London right now
that's doing some amazing
work that I watch a lot.
Yeah, I'm aware of many of them.
OK, good.
So that tells you something.
Having competitors is
a good thing, everyone.
It means the market can
afford to pay someone
to do what it is
that you want to do.
And if they're
like sitting there
in their lambo, lamborghini,
kuntar, you're like, ooh,
this is a lucrative market.
I mean, obviously people are
doing all right in this space,
so those are all good signs.
The lack of competition
is a scary sign to be.
OK and so you can
say, well, who's that?
Well, traditional schools.
Mostly design schools because
they don't teach what we teach.
So we're going to
steal their lunch.
So we're going to do.
We are.
That's my strategy.
The people you ignore
serve, I will serve
and I'll win the
hearts and their minds.
OK, so back to Roy
Roy, where are you?
There you are.
OK, so Roy, find out who
your competitors are.
Make sure you have clear ideas.
Ok? this is a space.
I want to be in.
Also a highly competitive space.
I'm going to encourage you
to connect with Ashley.
Ashley smithers, she's the one
with the not the bun up here.
So reach out to her.
She works a lot with what do
we call these kind of companies
actually startups?
Startups are not going to use
like a really technical term,
though.
I'm like, yes, startups.
She works with a
lot of rich people.
Yes high net worth individuals.
Ultra high net
worth individuals.
Hi net worth individuals.
Yes or wise and wise.
I even know what you said.
OK, we're good.
We're going to move on.
So, Monica, you're back.
Monica, you have your hand up.
You've had your hand up.
Thank you for your patience.
We're going to just,
oh, more hands.
Guys, I have to slow
down here because we
have to do introductions
that I'm already almost
like two hours into this call.
So Monica, what's
your one thing?
Badass truth teller.
Bad ass.
Truth teller teller, who?
That's kind of big.
Yeah, what does that mean?
I offer Creative
Leadership solutions
for top tier executives.
And the spin?
Is stemming from a.
A visual artist, a
Fine Arts background.
And there's no one
in my space doing
that in terms of accessing
one's creativity.
As a top tier executive
for innovation and energy
management and creativity.
But there is something called
Creative Leadership solutions.
There are huge global company.
But it's the old paradigm.
I'm the new paradigm.
OK so are people looking
for the new paradigm?
They don't know they
need to look for it.
But it's common.
Whether ready or not,
change never sleeps.
It doesn't.
So, so I'm here to glean
some information and rebrand.
OK, sorry.
OK, so Creative Leadership
for top tier executives.
Yes you manage it.
I'm sorry.
What are you for them?
It's really about setting clear
boundaries and self-awareness
and self-care.
Those three things aren't
really part of there.
You're not going to study
that when you go to the 0 2
the Wharton School of MBA isms.
You're not going to get that.
So I talk about it a lot
about emotional intelligence
and self-awareness.
And OK, so that's
the right path.
Are you are you well-known
to this space already?
No, that's why I'm here.
I'm four years in the
game and I need to be OK.
Beautiful All right.
So I have a challenge for you.
Go ahead.
I want you to find
your book on Amazon.
Yeah literally, I
want you to do this
like almost like right now.
All right, you go
to Amazon, I want
you to search for the
book that talks about what
it is that you think you do.
It could be a couple of books
or it could be one book,
and I need you to find that
book it needs in my mind.
It needs to exist.
Well, I did.
I wrote one last year you wrote
a book, what is it called?
Creative leadership
for modern leaders.
OK How's it doing?
Yeah not well, I just I guess
I'm, you know, I'm stuck on,
how do I market it?
OK, here, Chris.
OK, so Creative Leadership
for modern leaders.
OK, well, let's assume you
didn't write that book.
OK because the exercise, I need
everyone else to hear this.
Ok?
go to Amazon, look
for your book.
Find two or three books
that talk about the thing
that you want to talk about.
OK because usually
books have great titles.
Books that hook people and
then read, read some of it,
like the table of contents, kind
of find out what is the juice?
Find out what people are
saying about it because it's
going to inform you of the
language about how people
are talking about this thing.
And it could be two different
books like one on teaching
and one on design, and you
just put those two together.
Those two books had a baby.
That's me.
I need to know that people
need this right now.
I see, OK.
And it might not be exactly
what you're thinking about,
so you might be
looking at books on IQ
about the right brain
thinkers from Daniel Pink.
I don't know yet something.
And so, you know, I
shared this last time.
There's a person in
Hollywood, and all
they do is pitch log lines.
You don't log lines
are in movies.
They're like, it's like road
Warrior butts on the ocean.
That's World.
They just sell
concepts like that.
This meets that.
So we have to find concepts
we're familiar with
or that we understand
it start with why.
But for creative leaders,
I'm like, oh, I get it.
I see.
See, that's a hook.
Yeah so you've got to be able
to reduce it down to a hook
that people understand people
like things they already
are familiar with.
Ok?
Simon.
Thank you.
Yes OK, thank you
very much, Monica.
All right, Phyllis.
And then we're going
to end with Kia,
and then we're going
to do introductions.
Then I'm out of here.
OK, Phyllis.
OK you're one thing
I want to be known
for creating hot
brands for restaurant
independent restaurant owners.
OK well, if you were to say
the majority of restaurants,
are they independently
owned, would you
say a good portion of them are?
Yes Yeah.
Like, how many
percentage do you think?
When I did the research?
Roughly 70, 80 percent, I would
say, closer to like 60 five,
60 five, OK, yeah,
split in 5% with me.
All right.
All right.
Yeah so 65% of restaurants
are independently owned.
So do we need to even
include independently owned?
Yes because I don't
want I don't want
to be bothered with franchisees
because there's nothing.
OK, well, I guess, you know,
because franchisees will have
their own version up for you.
Yeah, they're not even
looking for you, right?
Yeah, they don't even need.
Yeah but that means you're
working with restaurants now.
Yes so it's too broad.
What kind of restaurants?
OK I was trying to stay
away from BBQ restaurants,
but that's what I know.
First, and a lot of them,
I love that, you know,
it's such a great
visual language.
Have you seen the master
chef barbecue edition?
Have you seen that?
I'm sorry, it's called.
It's not called
master chef, it's
called Chef's table barbecue.
Oh, my god, this story, he
hasn't made you to watch this,
like right now, it's Netflix
chef's table barbecue.
You're the second person
who told me about that.
I guess I've got
to go check it out.
The language, the history.
It's oh, it's amazing.
You go do that.
OK but because I
don't know, I guess
I'm kind of trying to stay
away from that industry.
Because I know how
those guys are.
I know a lot of
people in barbecue
and and they think it's
all about their food.
It's not about the brisket.
It's all about the ribs.
It really, yes, it is
to a certain degree,
but a lot of them, they
start, but they never brand.
They never create a brand.
They figure everybody's
going to show up for my ribs.
But then when your business
dies, you don't know why.
So now you start adding
fish to your meal,
and now you start adding
all this other bs.
It has nothing to
do with barbecue.
OK OK.
OK yeah, I get kind
of heated, I'm sorry.
Yeah OK, let's turn the
volume the heat from like Max
to like mild simmer.
Everybody's been so heat.
Like I said, I did
something wrong.
So this one here, so I
don't know what you did.
You didn't.
I was just very
passionate about it.
Just like, cool down here, ok?
I think it's an
excellent place to start,
and I think what
you're talking about
is the problem
with small business
owners, not even in the
restaurant industry.
Small business owners don't
know how to grow a business.
They don't, they?
Is what happens?
Right yes, and so it's going to
be a hard thing for you to do,
but I would love for you to take
on maybe a not so hot barbecue
place and start to design their
menus, the aprons, their sauces
to go bags, all kinds of things
and just give them a million
worth of design and branding
and just talk the hell out
of that thing.
So you're going to do this as
a marketing expense to you.
OK yeah, we worked
with a small brewery.
I know Hamilton, I saw it.
I loved it.
We tried to make it
look as sexy as possible
and we wanted to get
something from it ourselves.
Yeah, and you could do that.
You know, when we did that,
other breweries called us up.
Go, figure.
Everyone, when we did that,
that series breweries called us
up and like, we got
money, you want to do this
or we don't do client work.
It's kind of weird
how that works.
You show people
what you want to do.
And Lo and behold, they
call you is weird, Phyllis,
would you imagine that versus
like when you just think
about it and you don't show it?
No one calls you.
It's kind of weird.
This is sarcasm.
There's this one
guy I wouldn't mind
working with because he thinks
he he's still over the top
now because he was on
some recent barbecue
show on the Discovery Channel.
And so every time I see in a
clubhouse room, he's typing up.
Now he's the TV personality.
And it's like, OK, I know.
So I guess, like I
said, because I know
the arrogance of that industry.
I kind of shy away from it.
That's why I was like, OK,
let me go up here and help
the other restaurants.
OK, I'm going to say this bit.
Please don't yell at me.
I won't.
Yeah, OK, I'm going to
say this, and then I'll
move on because I really
do need a wrap up here.
Ok? is this ok?
OK the chefs have egos.
If we're going to work
with chefs and restaurants,
we have to learn how
to play nice with egos.
Or you will be out
of business, just
want to let if you're
a cinematographer.
You have to know how to work
with ego driven directors.
Period every director has
a ginormous frickin' ego.
And the best ones know
how to talk to directors.
They know how not to
overstep their boundaries.
They know how to prop them
up so that they feel good.
They feel like they're in charge
when in fact, most of the times
the cinematographers are the
ones really running the crew.
And everyone respects
cinematographer, not
necessarily the director.
So here's what I would do if
I was getting to the barbecue
scene, I'm like, you
know, Jimmy Johnson,
whatever your name is,
this is the best ribs.
You don't need branding at all.
People come here, you
put this in a dirt bag
and people will buy it.
It's like line out the door.
Am I right?
You right?
Ok?
what are we going to do
to expand nationally?
I'll hold a minute now.
What were you talking about?
Yeah, what are you
doing in stores?
Oh, in stores.
What are you doing to make
this like the world beater?
Let me help you.
You play in today, you go.
You give them what they want.
So they can give
you what you need.
Which is money and opportunity.
OK, Phyllis, think about it.
You've got to learn, don't live.
HMM, don't do it on the free.
I would do one for free first.
No, you know what?
Don't do it for free.
I want you to do it for trade.
Four years worth of barbecue.
Now you're going to put on
400 pounds when you do that,
but I would just do it in first.
My husband is a pit master.
There you go.
I don't need barbecue.
He doesn't listen to me.
No, we closed down
two restaurants.
That's why the barbecue we
had to barbecue restaurants.
OK OK.
OK I don't want to get into
your whole business right now.
I get it.
All right.
You know what?
We can't look at every
door and then close.
Two more doors as
soon as the door
opens, but we'll figure it out.
No, no, no.
Like I said, I'll do it for
someone else, but no shut
down the restaurants, but I
will do it for someone else
and I trust me.
I'll take your advice.
I just say, where do
you live by that person?
Huh? where do you live now?
I live in Medford, Oregon.
We moved from Long Beach
about three years ago.
You live in oregon?
Yes.
Does your husband
still barbecue?
For me.
You know, yeah, for
you, just you, just me.
All right.
Maybe we need to do a meet
up in Oregon, has a barbecue,
should be some ribs.
He made me stuff
for my birthday.
I should put some ribs
so you don't feel so bad.
I think we usually
hang out at your house
is what we need to do.
OK, I'm going to move
on Bourbon and cigars.
Go help somebody else.
Yes, OK.
Kia, you have the last one here.
What's your one thing?
Yeah, so I actually
wrote for my one thing.
Yes, grave video creating queen
and I have my little crown
here just for good measure.
But what I did?
Oh, sorry.
My heart.
My heart is beating
really, really fast.
Take a deep breath.
So, yeah, I'm just battling
with anxiety right now.
So, OK, so we do social
impact videos, social,
a social impact video agency.
And that's what I put
in my the Google search
because we're actually known
as a social marketing agency.
But when we do, when I try
to type in social marketing
agency, it always shows up.
Social media
marketing agency Yeah.
I don't think everybody's
typing impact.
Yeah, so but our
80% of our revenue
came from clients who search
for social marketing agencies.
So I mean, my question
is, since there
is a discrepancy in
the term, is it OK
for me to go for social
impact video agency
because it's kind
of the synonym.
It's kind of anonymous for that.
No, no.
Don't do that.
OK you're the person
who's going to say,
I don't care what
the world says,
we're going to do it my way.
It's kilos, you know, is
queen of the world and Kia
calls the shots.
So far, nobody's Yeah.
Unfortunately, there was
no ceremony and nobody
made you the queen.
So you just do what
people are searching for.
Yeah OK.
OK I noticed something.
I saw a pattern here.
All you guys got really, like,
really amazingly creative
with your description.
And then when I
asked, you like what
you do, you just boil back down
to like social media marketing
agency now all the
flowery language,
all the creative writing.
Save it for the article.
Save it for what
people think about.
Like, Oh my god, she's
got so much SaaS.
Then they are like,
oh, she's like a queen.
She's a diva.
Wouldn't come.
OK, whatever the
word might be, right?
But you don't just
put that out there.
Like, that's what
people think of you
when they consume your content.
OK, but right now, people are
in desperate need for people
to make video related content
for their social channels.
OK OK.
So instead of
describing what you do,
you might want to add the
impact that you create when
you start writing these things.
So video content that
converts for social channels?
No, it's actually
social marketing,
so it's marketing
for social impact.
So, you know, it's not
like commercial marketing.
So we work a lot with
cities and develop.
I see what you're saying.
So that's kind of my
question because it's
kind of synonymous
to social impact.
So social impact messaging,
so when social media marketing
comes up, so it kind of buries
what social marketing really
is?
Ok?
is that such a thing?
Social marketing?
Yes yes, there is.
Actually, there's a National
Council for social marketing
and this is what we do.
We do social marketing trainings
for cities and development
agencies, and it's something
that it's something that we do.
I mean, we were in a city
that was bombed by terrorists
and we created a social
marketing campaign for them.
So that's actually the specialty
that we decided to see.
OK so when I type
in the three words,
what would I type in to
find exactly what you're
talking about?
You won't be able to find
it, but social marketing.
So I'm not you're not going
to be able to print it,
but social on leading me
in circles, you're like,
this is what it is,
but nobody can find it.
And then we talk
about something else.
But it's not that
it's back to this.
This thing exists, right?
This is the real thing.
Yes, it is called it is
called social impact,
so you are right there like
it is called social impact.
If you Google it, OK,
and then you can find.
Like companies that do this.
No articles on it.
Well, you can, actually.
I think it comes up
now, social marketing,
if you can search
social marketing.
Yeah OK, I'm a little confused.
Yeah, so social marketing is
the use of commercial marketing
principles and techniques.
OK, so social marketing,
yeah, that'll be your thing.
Yeah so, I mean, but if I do
like social marketing, video
or video for social
marketing, then it
comes out as social video
for social media marketing.
So that's like that's
where the confusion.
Yeah so without me getting
under the behind the wheel here
and just figuring it
out, you're going have
to figure out the phrasing.
So take out the
word video until you
can figure out the right word.
So it doesn't become something
that you don't want to do,
or it can create confusion.
So social marketing is
really what you're doing.
Yeah right.
Yes OK.
All right, let's work on that,
then you'll figure it out.
Yeah OK.
OK all right.
Oh, and Lee, we're here.
I can't believe it.
We're done.
Two hours.
Yeah you know you're so into
clubhouse right now, Chris.
You can't do calls
under two hours.
You know what you mean?
Oh, you love you.
Love doing those long
calls two or three hours.
You know that's great.
You give it that value.
Whatever little.
I have another clubhouse call.
So, you know, I need to do this.
I'm going to hit Stop.
Yeah, OK.
Before I hit stop, I
want to just tell you
what Josh billing said,
Josh Billings said.
Be like a postage stamp.
Be like a postage stamp.
Stick to one thing
until you get there.
That's it.
Yeah so right now,
it's the hard task
of finding the one thing what
your one thing is going to be.
I think we found a pattern
here, just like my little call
summary, which is
I think we think
of ourselves as like this,
this magical unicorn,
the purple cow.
And nobody's looking for
the purple cow right now.
So we need to use the
language that people
are using to find you don't
make it so hard for people
to find you people.
That what we need to do is
once we figure this thing out,
the way that we verified is
we need to have competitors,
we need to have search traffic.
And it seems like this is a
good place for us to be in.
And I would rather
be in a place that's
a little bit more crowded,
not overwhelmingly crowded,
but a little bit more crowded.
And I'm going to push my
way through there versus one
where nobody's searching
for this at all.
It's very problematic.
It's why some of
our YouTube videos
don't get any views at all
because nobody is searching
for it right now, sadly.
OK, so you need to
check that everyone now.
It's three months,
sounds like a long time.
But I will tell you right
now, it's June, July, August,
September by the time
September rolls around,
you're going to
say to yourself, I
haven't made any progress
on this goal at all.
It'll just be like, that
happens all the time.
I need you to figure out your
thing and start to work on it,
so if it were me,
the first thing I
would do after this call
is listen to episode 48
with Ryan Robinson
on content marketing.
Listen to a top to
bottom take notes.
Figure out what he's doing.
He gets paid to do this.
And in fact, if you love him
so much, you can hire him.
I think when I talked to me
is 20 something years old,
and he was making over $100,000
a year as a solopreneur.
He's figured it out.
Maybe you want to chat
with him, he'll help you,
or at least you just
learn the concepts
and start creating the content
that builds your authority so
that people can find you.
This is really, really critical.
You have to use words.
Google doesn't do so well,
just purely on images.
OK you've got to use
words and you might
want to work with a writer.
There are writers in
this group that you
can lean on to get some help.
OK, I'm going to
stop it right now.
Stop the recording.
A