Clay Clark | Start Here | Find The Markets Need And Fill It In A Memorable And Differentiated Way (Continued) + Branding + The Costumer Only Pays For What He Wants

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Audio Transcription

Get ready to enter the Thrivetime Show! We started from the bottom, now we’re here. We started from the bottom and we’ll show you how to get here. We started from the bottom, now we’re here. We started from the bottom, now we’re here. We started from the bottom, now we’re on the top. Teaching you the systems to get what we got. Cullen Dixon’s on the hooks, I’ve written the books. He’s bringing some wisdom and the good looks. As the father of five, that’s where I’mma dive. So if you see my wife and kids, please tell them hi. It’s C and Z up on your radio. And now 3, 2, 1, here we go. We started from the bottom, now we’re here. Started from the bottom, and that’s what we’re about to do. Hey, welcome back to some Thrive Knowledge here. Not brought to you by Chipotle. Chipotle, if you want to not feel good, Chipotle. Also not brought to you by Zappos the place where you go to buy shoes that you don’t want to lose and Brought to you not by Airbnb is it safe to stay there. We don’t know also not brought to you by the folks at Starbucks who say if you’re willing to part with a Buck and a buck and a buck and a buck and a buck and a buck for a total of seven bucks for something to Drink come here Venti. Hey, we’re continuing our conversation in 5.12, find the market’s need and fill it in a memorable and differentiated way. We’re talking about niches in the market, Clay. Niches in the market. Niches in the market. We’re going to take a look at a couple of brands that have found their niche in the market. First up is Chipotle, which doesn’t always make you feel bad. I want to clarify that. This company was founded by Steve Ells, who focused on providing the highest quality and completely organic ingredients He could find he made the experience inside each Chipotle focused around simple high quality ingredients and simple industrial decor Basically his whole deal was he didn’t focus on making the best price burritos in the world He focused on making the best burritos in the world in his opinion. Yeah, and everything about it was authentic I mean great quality chicken, great quality food prepared right in front of you. Everything was like kind of farm-to-table where it was great quality beans, great quality tortillas, great everything was great quality and it’s an urban minimalist design and it was designed for people who thought it was totally reasonable to pay $7 for a burrito. And he unapologetically went to the market and said, people out there, you people, you burrito snobs who want a $7 burrito and you want it to be farmed to table, you want it to be organic, you want to see someone make it right there in front of you, we have the burrito that you need. Now, the previous burrito who had dominated the marketplace, we won’t mention the names. Sure. I mean, we won’t mention the name, but you know what I’m saying? We weren’t going to say the name, but you know what I’m saying? Yeah, I got you. We’ll talk about bells and tacos. Yeah, but anyway, so anyway, but you would go back there and they want to make the food not in front of you. They want to make the food like away from you. You ever notice that? Where you couldn’t, the old school fast food, you wouldn’t see what they were doing or where they were doing it. And jokes started to emerge about people spitting in people’s food or doing weird things because you couldn’t see where they were making the food. There was no transparency to it. So they decided, hey, let’s make this process that’s become non-transparent, let’s make it transparent, let’s make the food right in front of you. So you walk down the line, they ask you, do you want avocado, do you want this, do you want that? And they’re doing it right in front of you. So there’s no way they could do anything unethical or unhonest or they couldn’t use the finest ingredients because they’re making it right in front of you. So it’s a totally different niche. He knew his market. He went for it. He brought it. Unbelievable success. Chipotle, we salute you. Business coaching at its finest right there. I have to say this, though, Clay. I’m a Qdoba guy myself. Are you really? Yeah, you like Qdoba? Qdoba, Qdoba, Qdoba, Qdoba? You feel like you know people, and then they come out of the blue, and it’s kind of like, Hey, Clay, I say, what, what, Josh? You know, I’ve always been a woman. Holy cow. And he’d just say, OK, Mr. Jenner, you just do what you do, Mr. Jenner. Holy cow. You know, I think saying I like Quidoba more than Chipotle is not quite that far, but, you know, whatever. I don’t, I see a lot of times I think that you tend to go into hyperbole and exaggeration, where you just will exaggerate the profundity. You’re trying to downplay the profundity of what you just said. I think for a lot of people, you absolutely took their soul. He’s, oh, is that your soul? It’s just unbelievable what you just did to people all over the world. The next one we’re going to talk about, riots in the streets. Brexit. Zappos. This company, Zappos, was founded by Nick Swinmurn, who focused on building the world’s first major online shoe retailer that was focused on offering free shipping, or free shopping. I’m sure that’s supposed to say free shopping. You watch your mouth. Get a mirror and watch your mouth. Free returns, a huge selection of shoes, and incredibly high levels of customer service. That’s what they’re known for. Yeah, and what happened is now people are saying, oh my gosh, Tony Hsieh, he’s the one who started Zappos. Wow, I know about the company. It’s a billion dollar company. Amazon bought them. And we know that part, right? Right. But no one knows about this guy, Nick, who is just like doing everything he could possibly do to convince people to buy shoes online. And at the time, that was a weird idea. Yeah. Do you buy shoes online? I don’t feel comfortable because I want to try them on. That’s me. But he had to convince people to do it. I’m still not convinced. Right. I’m always the last guy to adapt to something. That’s why it was so funny when I was building Thrive. People who know me are like, you don’t even use apps. You don’t have any apps. Do you remember one guy, he goes, one of the investors, he goes, you don’t have a single app. I know you. I’ve known you for a long time. You don’t even use your smartphone. I’m going, but the future of education for business is online. Dude, you don’t even use an app. But what I’m saying is Zampo, they had to convince us to buy shoes online. Right. And so to do that, they had to have free returns, awesome awesome customer service. But he knew his niche. He knew that if he offered great customer service and you know, the hassle of shipping the wrong thing dude and then worrying about having to ship it back and paying shipping and handling both ways you’re like man I don’t want to get him online so you have to take that fear out by saying free shipping and handling great customer service absolutely super flexible return policy if you’re not happy we’ll just send it right back no big deal right the next one we want to look at is air B&B this company was started in October of 2007 in San Francisco. Now real quick because I want the thrivers, the thrivers, they, they, they deserve what I’m gonna do here for you. Yeah, let’s do it. Here we go. We’re gonna reset it real quick. I’m gonna reset this because I feel like what I’m gonna do for you right now, I’m setting you up right now, this is like a softball. Yes. But it’s on a tee. I’ll love it. I’m gonna put it up there. Airbnb, this company was started in October of 2007 in San Francisco by Brian Teske and Joe Gabbia. Well, he swung and missed on the softball that was on the tee, but he’s still going. His name! You get three swings. They’re focused on offering short-term living quarters for people who would rather stay at someone’s residence or home instead of a hotel. Boom! So here’s the deal. Airbnb. Airbnb was like an absolutely genius thing now. But a lot of people don’t realize in 2007 when they built it, they weren’t doing very well. In fact, they were struggling so much. Do you know the story about the cereal? No. They were struggling so much that they decided, hey, you know what we’re going to do? The Democratic National Convention is in town, and everyone loves Obama. That was the guy. Yeah. So we’re going to take cereal. We’re going to go to the store and buy tons of cereal, like generic cereal, and we’re going to put it into a box that says Obama owes. But we’re just taking cereal that already exists. We’re going to take it out of the box, keep it in the plastic, and put it in our own box that says Obama owes. Yeah. And we’re going to sell them outside of the convention, ObamaOs. And they also sell, I think they were called Captain McCain’s. We’ll put pictures on the screen here. But that’s how they funded the company. That’s how they stayed in business. That’s how they paid the bills, was by selling ObamaOs. Unbelievable. True story. Unbelievable. I mean, that’s the kind of like persistence. And so, but they knew their niche. They kept listening to their target audience. They kept trying to figure out who’s the market, who’s the niche. They knew that there was a market out there for people who wanted to stay. They didn’t want to stay in a hotel. They wanted to stay at somebody else’s house because maybe they could have a more authentic experience, or they could stay in the culture, or they could stay with a host family, or maybe they’re just weird. They don’t know. They knew there’s people like that who are like that. And so they just kept trying to reach the marketplace, kept trying to optimize their website, kept trying to get it up. And then finally, finally in 20… Check this out. Think how long this was though, okay? In 2010, they’re still struggling along and they raised $7.2 million from Greylock Partners in Sequoia Capital while announcing that they finally had booked 80% of their 700,000 bookings in the past six months. So they were going along and then boom! And then they announced their success, they brought in new funding, and now Airbnb is a billion $10 business let me throw up another Another softball here for you. This is I’m making the throw it. I’m gonna set it on the tee here. We go here we go, let me get ready and Starbucks Howard Schultz To join the existing company called Starbucks with a vision to create a third place For people who appreciate coffee and a place to gather with others to connect and enjoy coffee together. He focused on making sure that Starbucks customers came there as much for the experience as they did for the coffee itself. So here’s the deal. He understood this concept that people, in his mind, would fellowship around a cup of coffee. Yeah. Which to me, I don’t get it. So he was a pretty successful guy. Yeah. And he left and he went and moved into Europe. So Howard Schultz, before Starbucks, he moved to Europe, and he’s over there and he’s noticing that people in Spain and different countries sit around and have coffee, and they get to know each other. They fellowship. It’s a communal sort of… And the barista, it’s kind of like the coffee DJ. He says, you know, what kind of music do you want? What kind of song do you want to play? What do you want up next? Hey, we’re going to play. Ladies and gentlemen, up next, the next song goes up to Brian. Brian dedicates this song to his beautiful wife of 10 years, and then they play the song. Well, he starts going, the barista’s like, what do you want to drink? He said, I want a Frappuccino, I want a this, I want a that with a blend, I want a latte with a twist of this, and you can customize your beverage. And they’ll call out your name. Brian, your drink is ready, Brian. And he noticed there was nothing like that in America We were still drinking out of a styrofoam cup remember that mm-hmm you go to the cot you go to like Daylight doughnuts or you go to the gas station you pay 99 cents for coffee. It’s in a styrofoam cup No art to it at all. There’s no baristas. Yeah, and he says if I bring that idea back to the States It’ll work. Yeah, so he teams up with the homies who already own Starbucks and by the way what did Starbucks done its previous decade of existence? Not a whole lot. They sold coffee grinders. That’s right. And beans. They didn’t even have a, like a, the Pike Place location, they didn’t even serve, you know, coffee. That’s wild. And so he was like, here’s the deal, I’m willing to work for free to take on this vision. I need your beans, your coffee’s great, I need your beans, I need your roasters, but I am going to create an experience and people are going to be willing to pay for it. Now check this out. Coffee was 99 cents, dude, for daylight donut coffee or coffee that was at the gas stations. Beautiful. And they’re like, you’re going to charge four times more than anyone else has ever charged, and you’re going to charge them for the third place? I mean, think about how weird that, yeah, I’m going to charge people four times more for their coffee than they’ve ever paid before. I’m going to decorate the place with pictures of beans and kids named Mugwife from South America and Africa and all over the world. Pictures of beans. You’re going to put up pictures of beans? Absolutely. And I’m going to charge people, I’m going to make them all wear like an apron. I’m going to have them name tag. We’re going to call them baristas. Coffee makers? No, baristas. Now what they’re going to do is we’re going to put up a menu board and on the menu board we’re going to get rid of small and medium and large and we’re gonna replace it with you know venti and tall and grande can I order a small sorry I don’t know what that is because we don’t serve small we make a tall is that some sort of spin it doesn’t matter I’m adding sex appeal trust me pay me four times more oh by the way we’re gonna offer little muffins over here we’re gonna get your name gonna write your name on the cup people are gonna get eccentric about they’re gonna start to say I do a frappuccino latte with two pumps of this and a three pumps of that and a little bit Of skim on the top with the wait. What’s the craziest drink you’ve ever heard to an order at Starbucks? I don’t go into Starbucks really yeah, I hate it. Okay. Well. Here’s the deal I went to Starbucks recently with a family member. Yeah, and I said hey, I made the mistake I said what I’ll go to Starbucks and pick you up something. Yeah, what do you want being the nice guy? I’m trying to be a nice guy. I’m really trying to get into this whole nice guy thing. So I’m like, you’re doing great. I’m going to do it. And she says, what I want is I want a venti, yada yada with half it with with skim. If it’s got to be a chai with a yada. And I’m going, it’s like a Wikipedia definition of something. So I’m just like, so I write it all down. Yeah, I bring it back. And the person says, was this with almond milk? And I’m going, I don’t know. So anyway, you go through there and he says, so what we’re going to do is we’re going to play this music, live, we’re going to play music where it’s going to be a chosen music to create the ambiance. So when you walk into Starbucks, you always get that kind of Starbucks, that kind of that wine bar feel, you know what I’m saying? And then, and then, and then, he says, what we’re gonna do is we are gonna make sure that the whole romance, the whole experience, it’s all gonna put one on every corner. That’s a lot, like seven? Oh yeah, like in Seattle alone, we’ll probably have 10 right there downtown. A walkable distance, people are gonna spend like an average of like 50 bucks a month per person there. We’re gonna have people that are coming back all the time. We’re gonna give them rewards cards, rewards points. The whole game’s going to change. People are going to grab a coffee and they’re going to get Wi-Fi. They’re going to sit down for like a day, like three hours, and sit there and just marinate on this. We’re going to have a Christmas blend. And again, everyone has to think, there’s nothing like that. Are you crazy? No, it’s the third place. I wrote a book. It’s called Pour Your Heart Into It. My name is Howard Schultz. Here we go. Boom. Amazing. True story. That’s how it works. I have a place that I’d like to start called Star Burgers. Just like Starbucks, but it serves really cool burgers. If it’s something you want to invest in, talk to me after this. I am, uh, wine burgers? Star Burgers. Star Burgers. Star Burgers. Like Starbucks. It’s called Star Burgers. I love the concept. I think it’s going to catch on. You just got to get a little more eccentric. Yeah. And you got to somehow have some sort of Bostonian accent to really pull off your crazy ideas. Yeah, everybody’s from Boston. Well, I just am in that phase right now. Listen, guys, in order to win in the game of business, you must be the first or second best in something. You got to find your niche. If you’re stumped and you don’t know what niche you can fill, we recommend finding 15 ideal and likely buyers and asking them all the same question. That’s really the best way to figure out what’s gonna work with your ideal and likely buyers is to just get them in a room and start asking them. But don’t ask them in one room, ask them individually, because you don’t want groupthink to step in. Right, right. Groupthink is, you know this as a creative guy, groupthink is terrible. It’s the worst. This is where you’re talking to a group of people and by committee they start to go, well I don’t really agree, but it would be funnier if we did this, and then someone else doesn’t want to argue, so they’re like, and if we also did this, you can see it as a creative guy. That’s why when you come in to work with clients, recently, like last week, I’ll let the customer kind of share their idea. And then I’m like, Josh, what questions do you have? Because once they start throwing in ideas and the committee starts working, it starts falling apart. But you want to sit down with who you believe to be your ideal and likely buyers one by one and pitch it to them. And if you pitch to 15 of them and like three to five of them go, that’s awesome. Then, you know, you have something boom. You’ve got to find a way to generate a product by offering products and services that your ideal likely buyers want in a way that is currently not being served by your competition. I got a great notable quotable here. Give it to me. Jack Welch, legendary former CEO of General Electric. General Electric. General dyslexic. General electric. Good Lord. All right. General electorate. My performance has gone way down. No, no, no, really. I’m going to tee up. I’m going to put it on the softball on the tee. Here we go. OK. Let me get some of that Starbucks music. I got my Starbucks music going. One second. Just one second. It should work. Well, I’ll tell you what. That didn’t work. It gets even more awkward. Keep going. Make sure, he says, make sure that everybody in your company comes to work every day trying to find a better way You have to absolutely look outside Inside and know that somebody is doing it better than you and you’ve got to drive that into every person in your organization There is a better way of doing this Find it you may be number one But you’re only number one for as long as the snap shot in time as long as long as I was I was trying to like you know say that again but you’re only number one for as long as the snapshot in time and somebody is always shooting at you so this is a you’re doing where just keep pushing to that pain it’s like it’s funny it’s what when you get hit by a car you can’t just stop you got to get out of the road or the her you’re just gonna keep getting it so this which this is on the screen so you can all read it way better than I can. But we’re going to finish it out here. So this is a drive that people have to come with. Absolutely. Now, here’s the deal. Here’s the deal. Rock that. Is it everybody in your company has got to have the mindset, the driving concept here is that everyone in your company has to try to make the company and the experience, the product better every day. They’ve got to have that passion, that fiery passion to make it better and better and better. Because if not, you’re going to get beat up by your competition. Somebody’s going to come and make a better mousetrap and you’re going to lose. You have to have that obsession to how can we make the experience better. And I’ll leave you with one more Howard Schultz thought and then we’ll be done here. Love it. Howard Schultz, he decided that the smell of the coffee just wasn’t, like two hours into the workday it didn’t smell right. It didn’t have that aroma. In the morning when they make a fresh brew of coffee, it smelled great. So he did the unthinkable. You know what he did? What did he do? He said whether we’re selling coffee or not, we are going to make a fresh pot every half hour, even if it means dumping out completely good coffee that no one even has. Every half hour we’re going to do it. And he became a stickler about that, and it created that. So now you walk into Starbucks, I love walking into Starbucks, though honestly during the holiday season, it just smells good. There’s a certain atmosphere in the morning, all together before anybody else gets there, it just smells great. And he decided to create that third place, a place where people would fellowship, and guess what? He has done well. Thrive on. Thrive-ers. Hello. Welcome back. We’re going to have another awesome session here with an amazing business coach, Clay Clark. I’ve been business coaching since day one, baby. Hey, here’s the deal. Day one for me started in 2007 when I was first asked to coach a business. At the time, it was an insurance business and a mortgage company. They both reached out to me simultaneously and asked me to do some help to help them grow their companies. We were, in particular, the mortgage company that asked me to reach out to them, they had zero brand at all. There was no, their business cards weren’t consistent, their logo wasn’t good, their website was terrible, and therefore people perceived them to be not very valuable, not very credible, not very trustworthy, and that was something we helped them with. So I’m excited to be talking about branding today. 5.13, 5.13, branding 101. I love branding. Would you say it’s one of the most important parts of your whole company? Well, I’ll go back to this. If you were very, very, very good bottled water, and the water was just great, right? Yeah. So that was what you had. You had a company that had this great bottled water. Yeah. And I had a company that had water that had maybe 85% the purity that yours did. But mine was in a better bottle. Do you have that vitamin water bottle or that smart water? Okay, that’s the bottle. So that right there, in here, I’m going to pass this cup to you. I don’t want to spill. I’m going to get to both of these. But this right here is a cup, Dixie is the brand? Yes. And in here, I have some water and in there you have water if my water in here was super pure and it was the best water but yours was 90% as good as mine is 85 or 85% as good as mine Which one would you be most likely to feel confident if someone said hey? Do you want some water and they handed you this cup or that bottle which one would you feel more confident in I’m taking this bottle Even if I told you this water was more pure you’d still know I’m taking the bottle. Really? Yeah. And see, that’s the whole thing, is that that’s what branding is. Branding is the perception of the value that you see in something. You were telling me earlier about the headphones. They did a test for Beats headphones. Yes. There is a brand of headphones out there that is called AKG. There’s another brand of headphones you have. There’s Sony. There’s all different kinds. Bose. But Beats have been told, you’re told that the Beats are the best. LeBron is wearing them and is now post NBA championship commercial. He’s got the headphones on. Celebrity athletes are wearing them. Kevin Durant, I think, is wearing them. Dr. Dre obviously helped found them. And so people assume, oh, wow, these headphones must be great. But in these tests that they do, consumer report kind of tests, they were able to put different headphones on people, and they discovered that really the highest quality headphones tend to be like Bose, AKG, in terms of where people go, man, those headphones are awesome. I’ve never heard sound at that quality before. But yet, the Beats are perceived to be at a higher level or higher value because of the celebrity megawatt endorsements that are given to it. Because of the brand. Because of the brand. That’s amazing. That’s all been off script, guys. All right. All off script. That was all off script knowledge, and I love it. Beautiful. Okay, we’ve got a notable quotable here from one of the awesome business gurus of the current generation. His name’s Elon Musk. You’ve heard of him. SpaceX, Tesla. PayPal. PayPal. Awesome guy. Boom. He says, brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind, but brand is simply a collective impression some have about a product. Well, I hear all the time people say, I don’t want to over-brand, and I just totally disagree with that concept. I just want to make sure that you get it. Everything about your organization must be first class, and I want to brag on an organization that my wife and I have been a part of in terms of we attend the church. I don’t know that I contribute a whole lot or that I do anything other than just consume. But the Church on the Move is a church that you’ve created a lot of great videos for them over the years. You’ve been a part of the congregation. But the print pieces are great. The website is great. The videos are great. The in-service production is great. The Christmas train they did for years is great. The camp production is great. The videography is great, the photography is great, everything they do is great, it’s excellent. And so therefore, your perception of God, I mean think about that, of God, if you’re somebody who’s your first time going to a Christian church, and you go there, so many of the churches that I grew up in as a kid, the brochures look terrible, the videos were awful. If someone said, hey, my mom used to say, hey, there’s a great Christian movie that just came out. You guys need to watch it. And I’m going, oh, boy, because you know it’s going to be B quality or C quality. You have B actors, but then there’s like C actors. But at Church on the Move, it’s almost like the production quality that’s going on there is actually the same or better than that of industry. And so it makes it where you perceive the value of, in this case, God at a higher, you’re thinking, wow, so the God who made the planets and the universe, he’s in charge of your organization? Yeah. And that’s your brochure? I mean, it’s just, so you want to make sure that you have excellence in everything you do, whether you’re a church or whether you’re a nonprofit or a profit, you want to do it. That’s awesome. Your brand is simply what people think about when they think about your company. And the only way to brand or sear that idea into the brains of your ideal and likely buyers is to focus on the results you provide your customers. Okay, so once you know what your brand is and who your ideal and likely buyers are, it’s very important that you always brand your company properly by constantly doing the following two things. Two things. First, always have your ideal and likely buyers in mind when you do any marketing. Ask yourself what message will resonate most with them. Well, I know at Thrive 15, this is something that I understand, because I’ve been an entrepreneur for a long time, but there’s three quests that we all have. One, we want time freedom. Two, we want financial freedom. And three, we want to do something that we love. And that is essentially what entrepreneurship is. Right. And there’s many entrepreneurs I know who don’t care at all about time freedom. They don’t care at all about financial freedom, but they care a lot about the product. So I have an audio clip ready. I want to play this audio clip for you. This is Elon Musk. I want you to hear this marinade on it. Here we go. I mean, if other people are putting in 40 hour work weeks and you’re putting in 100 hour work weeks, then even if you’re doing the same thing, you know that in one year you will achieve what they achieve. You will achieve in four months what it takes them a year to achieve. Okay, so he’s talking about, he’s advocating right there, a hundred hour work week. I can tell you, I traditionally, I typically start my day at three or four, and I tend to finish at like six. So that would be 12, I don’t even think about it, but it’s 12 and then 3 to 3 would be 12 and then you add 3 more, so it’d be 16. So 16 times 5, it would be, 10 times 5 would be 50, so it’d be 80 and then I typically work on Saturday before my kids get up and Sunday. So I probably work 90 hours a week. And so for me, time freedom, I don’t really care because I love what I do. Financial freedom is a big driver for me. And making a product that I believe in is a big driver for me. But some people really care about time freedom, financial freedom, or product. Every once in a while, people care about all three. But you’ve got to, that’s our audience at Thrive15. We’re creating training for people who want one of those three, time freedom, financial freedom, or to create a product they love. Right. We’re not marketing to people who are just wanting to work at a job to pay the bills. It’s not our audience. We I mean I could tell you we’ve actually had feedback from people who we had one lady she works for a company and she had said I don’t understand you guys. It’s like you’re obsessed with work. When do you ever talk about work life balance? I’m going I don’t really know that’s something I think about. I mean, I love what I do and the Thrivers who we talked to on the site, it’s not that they have work-life balance issues, it’s just they love their work. So it doesn’t feel like it’s work. And for people who punch a clock and go to work and they’re like, oh man, I can’t wait to be done. They don’t relate to Thrive 15 because the idea of thriving is moving beyond surviving, and just the idea of having a job and just something to pay the bills, that doesn’t even resonate. So it’s again, know your audience and everything you do. Think about them. Keep that in mind when you’re making your ads. The second thing is never do any branding or marketing that will cause your ideal and likely buyers to lose trust in you and your brand. It’s really important that you’re just honest. We’re in a very transparent culture, and people just want to know that what you’re doing is honest and ethical, I’ll give you a little fun fact that will blow your mind. You ready for this? Guess who purchased Chipotle back in the day? McDonald’s. It’s true. Boom, you knew that. See, and that was a big worry people had was it would kill the trust. Yeah. Guess who purchased Zappos? Amazon. Amazon. Boom. Unbelievable. So what happens, you know what you need right now? Let’s try that again. purchased Chipotle? McDonald’s! Now who purchased Zappos? Amazon! Unbelievable. The thing is, is that people worried, oh my gosh, Zappos is going to lose its autonomy, its way of doing things, its value, its culture. So they had to be very, very, very transparent when announcing to the employees and to the marketplace, hey, we’re going to operate as our own separate company. We’re just now owned by Amazon, so it allows us to have a little bit bigger distribution. Beats were purchased by Apple, but we’re going to keep making the headphones that you love. It’s super important that they don’t say, hey, Chipotle’s now offering Big Macs. Because the moment they do that, they’ve just lost the trust that people have in that brand. If Apple ever bought a PC manufacturer and said, all of a sudden, hey, now you can buy the Apple. What’s the worst PC kind of, what’s the worst product in your mind that Microsoft has ever made that you just can’t stand? You think that is such a knockoff, it’s so crappy. As an Apple guy, what is a product you can’t stand? The Surface. Okay, so imagine that Apple purchased Microsoft in some weird, like, it’d be like if someone purchases the planet. Apple decides to buy the planet and they say Hey, we now have the Apple surface. It works just like a surface, but got the Apple logo on it I mean how quickly would you lose trust and in the brain wouldn’t be happy? Yeah. Yeah, that’s why a lot of people I’m just telling you a lot of people buy things though. They buy things because they trust them They love the brand they believe in the brand very important. You keep that in mind, okay? So now we want to mentally marinate on the following four examples of great branding at work. When most people think of the following brands, what do they think about? First we’ve got Apple. Okay, here we go. Great products that get it done. They work. Okay. Number two. Innovation. It’s designed with function and style in mind. Okay, okay, okay, doing pretty good. And number three, innovation. Okay, let’s do the next one. Whole Foods Market, number one. Organic? Yes. Number two. Great customer service. Wow. And number three? Hipsters with dreadlocks. Close. They’re focused on quality. OK. Next one. Southwest Airlines. Transparency. Low fares. Low fares. Yes. Number two. You can get anywhere you want inexpensively. I guess it’s the same thing. But no, no, no, no. Bag fees. No hidden fees. No hidden fees. OK. Number three. Funny. They’re fun. Yeah. Oh, you’re dominating the script over there. I got it. Disney. What do people think of? The magic, the magic of most magical place on earth. Magical and happy place for families. Number two. I’m thinking, I’m thinking of a mouse with ears. No, it offers good clean fun, which is a mouse with ears. Okay. Number three. You have to take out a home equity line to afford one day. Close. It is epic and everything about it is always done on a grand scale. Okay. Awesome. I almost said Alligators. And then I didn’t say it. Terrible. I feel bad that that happened, but that honestly has been a branding concern. We’re being real here though. Alligator unfortunately killed a two-year-old? Yeah. Awful. Can you imagine being the parents? That’s awful. What happens is that it’s the most magical place on earth unless you’re getting eaten by an alligator. And so it’s like now that’s in the mind of people, right? Right. And so Disney’s going to have to continue to do, to take all these steps to undamage their brand. And they’re a great company, great people, great company, great product, but they now, their brand for a while, it’s going to be stuck with that idea in people’s head because unfortunately the kid was killed by the alligator. So they’re going to have to find a way to communicate and over communicate and communicate again and again and again. It is now again once again safe. And a lot of times with brands I think I think you can lose focus on what your brand is if you if you steer away from it. If you’re losing what it is. Absolutely and I think that’s again that’s groupthink. So the founders, it’s their job as a founder of a company to keep on brand, on point, on focus. What are you doing? Howard Schultz, he left Starbucks for a little bit. And things started to happen. Problems started to arise. The quality went down quite a bit. There was an avalanche of problems, and he had to actually come out of retirement. Yeah, homeboy had dropped the mic. He’s like, oh, ladies and gentlemen, I’ve built this big company, and now I am out. So he’s up there, I think he bought the Seattle Supersonics there, he’s owning that team, and he’s probably thinking about, maybe I should put myself in as a point guard. If I could just work out a little, I could probably, you know. He’s thinking about that, he’s probably thinking about yoga, he’s running around, having a good time, thinking about just, oh my gosh, I built this billion dollar company, I’m out. I mean, drop the mic. But then, he had to go back and say, the quality here is just not where it needs to be. The quality is not very good. More and more people are complaining. They signed licensing deals with airports. Have you ever had a Starbucks at the airport? No. It doesn’t sound good. The quality is not quite there. They licensed out the brand to hotels. You know, you’re at the Marriott, and they had Starbucks. We proudly brews Starbucks coffee. And the brand started to get to, started to become diluted and so we’ll put the fact on the screen, we’ll put the actual, the date that it happened. But he shut down all of the Starbucks in the world for a day to have an intensive course correction and training. Wow. Going, hey, this is what’s been happening, we’re done with it. If you are somebody who’s been part of this process through lack of training or lack of caring, you will be dealt with either by firing or by replacement, by training, whatever, but you’re going to, we’re not going to do things, we’re not going to drift. We’re going to be the best. We’re going to be focused on innovation, getting back to the third place, getting back to the roots. We’re going to do things the way that we did that got us to where we got to the peak, and I’m taking over again, and I’m back. And this is what he said. We’ve got a notable quotable here Howard Schultz said the damage was slow and quiet Incremental like a single loose thread that unravels a sweater inch by inch yeah, and he just noticed that over time the the excitement level the whole Experience everything about it began to just deteriorate slowly slowly no one noticed it because it was just drifting That’s the danger with drifting. Okay. It’s drifting. You don’t notice that you’re drifting until you’re Over here, right? So you’ve got to make sure that you’re drifting the right way drivers in every area. We’ve got to try to schedule our savings Automate time with family meaning we block out time for family We block out time for saving block out time for things that matter to us because otherwise you’re going to incrementally by default drift to a not good place another another awesome CEO that that made his brand well-known was Steve Jobs, who actually got outed. He got fired, essentially. Yeah. And he came back. When he came back, he basically said, the Apple products suck. There’s no sex in them anymore. What he’s saying is the products used to be awesome at Apple. Yeah. And when he left, the products that were being produced uh… without his leadership were just bad knowing them in the mid nineties apple was it was laughable is bad yeah it was awful meaning people started saying these guys used to be like the innovators they used to be the the rebels think different these guys are terrible they’re actually really doing and the leadership of trying to make tons of products get out there rush amount to market they were terrible. And there’s all sorts of errors. And he just came back and he said, listen, this is what we’re going to do. A lot of people don’t realize he did this. He came back and he said, I want to make a list of all the products that we’re making, and I want to stop making almost all of them and just focus on this small handful of core products and make them the best. And that’s where you saw the new iMac. That’s where you saw the iPod. That’s where you saw these great products that changed the game for technology. And again, it just comes down to staying loyal to your brand. It’s about providing a memorable experience for your customers that’s consistent with the emotions that you want them to feel. Absolutely. And we have you, we actually have something for you. You can turn ideas into a visual that keep your company focused. Take a moment and define the overall experience, the sights, the sounds, the smells, the interactions and emotions that you want your customers to have when engaging with your brand by filling out the Branding Experience Worksheet found at slash branding experience worksheet. I will say this from a coaching perspective. I mean, having been a business coach for a long time, I can tell you this worksheet is absolutely powerful because when you fill it out, it’s going to produce this visual that you can put all around your office. And everyone in your office will begin to become more and more aware of what the brand is, what it stands for, what it means, and it’s really, really going to help your team stay focused on your goal. And in order to make your branding experience worksheet work, to turn it into reality, you’re going to have to have checklists, you’re going to have to have quality control. But guess what? We’ve got that for you. To improve the quality of your life by a good 2%, we’ve made an example checklist for implementing the branding experience available at I said, sir, I’m sorry I didn’t hit the button at the right time. So I’m going to hit it one more time. Okay. Okay. No, but here’s the thing is, is that like the, is a brand, you’ve got to understand that you’re not going to by default, just by accident, get to where you want to go. You have to very, be very intentional about staying on brand. And a lot of people, you know, hire business coaches just for the purpose of holding them accountable. So I’ll give an example of a coaching example. In Bill Gates, he says everyone needs a coach. Bill Gates said that. We’ll put the quote up on the screen. You can see he said that during a TED Talks. But think about the Chicago Bulls. They won 72 games. They had Dennis Rodman. They had Michael Jordan. Scotty Pippen. Scotty Pippen. They had a Sonny Coo coach. They always had a short white guy that could shoot the threes. They always had a tall center who was just ambiguous. It didn’t matter who it was. Luke Longley. Then they had Jordan, who basically the offense ran through him. They had the triangle offense. They had Scottie Pippen, who was basically one of the best forwards in the game. He could be very versatile. He could bring the ball up court. And they had the short white guy hitting the threes. It was kind of the move. They also had to have a rebounder. If you go back to their first three championships, they had what? Scotty Pippen who could do everything. Michael Jordan, the ball ran through him. Triangle offense. An ambiguous center who no one really knew. In this case it was Bill Cartwright and Will Purdue. They had a white guy who could shoot threes. John Paxson this time, not Steve Kerr. And they had a guy who could just grab rebounds. That was Horace Grant. That was their formula. And so they stayed accountable to staying into their roles. And so Phil Jackson, think about it, Michael Jordan didn’t win any championships before Phil and after Phil. Then he teamed up, I mean Michael Jordan was a great player though, but he hadn’t won a championship before Phil Jackson. Then he leaves and he goes down to LA where Kobe Bryant and Shaquille O’Neal had teamed up, Kobe had some great success, Shaquille had had a great success, but they hadn’t won a championship. And you know what he did? He won five championships there. And again, Kobe didn’t win another championship after Phil. He didn’t win one before Phil. It’s amazing how the great coaching and the great leadership can really keep somebody on task. That’s why I encourage every Thriver to have a personal mentor or somebody who can help you stay on task because you don’t want to drift. And I’m just telling you, if you’re not careful in the NBA season, it’s 82 games, you can begin to drift. And one guy can begin to make it a show all about them. They can focus on their points and their stats and their scoring and not focus on the vision of running that triangle offense, distributing the ball. It’s a methodical thing. And in business, it’s the same thing. I mean, you might have… This is an example that I can think of right now that’s very, very, very topical. As a DJ, when I started my first company, I was a DJ, and I’m DJing and I’m loving it and people come up to me and say, hey, can I get your card? And I say, sure. And every once in a while I’d get a call and they would say, hey, we’d like to book you for a party. And at the first, you’re flattered, you’re excited, and so you say yes to all of them. And I found myself, Josh, DJing at the Yucatan Liquor Stand, right? On Thirsty Thursdays, ladies and gentlemen, the Yucatan Liquor Stand. You can get all the adult beverages that you want here, Thirsty Thursdays. Ladies, it’s only a dollar for long necks let me say now fellas you know buy a drink for you and one for her what yours you know it’s buy one get one free kind of thing right and I just I mean just sand volleyball tournaments every Thursday and I’m doing the Club Millennium called Millennium it’s just this whole you know that like the what’s the song okay no not rhythm of the night it’s the one… BAM BAM BAM BAM BADAM BAM BAM BAM BADAM What’s that? What am I doing? And I realized I am not living up to the brand in my mind that I wanted. I wanted to be a successful entrepreneur. I didn’t want to drift into becoming a club DJ who DJ’d every day of my life. And so I had to make a change. So it’s very important. I would say the brand is where you want to go. The brand is not where you are. It’s where you want to go. And then you want to make sure that you’re moving towards it all the time. So set an aspirational goal. Don’t say, we are here, let’s just stay here. But set a goal, saying, we want to be the world’s best what? So for Thrive 15, our goal is to be the world’s best online mentorship and business school. The world’s best business coaching program. That’s what we’re trying to do. We’re not trying to be second, third, fourth, fifth, eighth, we’re not trying to be competitive, we’re not trying to be an online training, we’re trying to be the world’s best business school. And you’ve got to have that kind of mindset because we want to make the world’s best business training experience for you, which means we’re never done. And you move towards it, but if you’re not, you’re just drifting around, what are you doing? Business coaching knowledge bomb right there. Make sure, make sure that you fill out that branding experience worksheet and then the checklist for implementing the branding experience. Branding 101, so much knowledge, so much good stuff. Thank you, business coach Clay Clark. Hey, I have something for you. Do it. This is a little bit of Let It Whip by the Daz Band. Let me tell you what, I choose to believe that in 1980 I was conceived to this song. Aww yeah. November 5th, 1980 I was born. Came to this planet after this song had been played and certain things happened. Boom. Drive on. Drivers, we are back with 5.14. I’m here with business coaching guru himself, Clay Clark. Playing my theme song. That was a song that I believe I was conceived to. Boom, boom, 5.14. The customer will only pay for the experience they want. Okay, so I know it seems like, okay, thank you, Captain Obvious. I don’t know. No, no, seriously. Let’s think of a place where there is the worst experience in the world, but you have to buy it. DMV. What’s yours? What do you think is the worst? I’m right there DMV. I hate the DMV Yeah, it’s awful. I go the DMV and this is this is the DMV ambiance That’s it right there, yeah, there’s no music nothing’s intentional. It’s usually a sign that somebody hand writes It says back in five minutes, and you walk up, and I will please get into your DMV character Here we go Yeah, I’m here to get my license. Get it back in line, sir. Do I need to bring my ID or do I need some cash? Did you guys take a credit card? Fill out the form, sir. Did you fill out the form? That’s the DMV. That’s what the DMV is all about. And I’m saying is that we have to pay for that, though. You don’t have an option. Where else are you going to freaking go? It’s always a little too hot, even in wintertime. It’s always a little too hot in the DMV Let me tell you about the last DMV that we went to my might was Aubrey I don’t know if it was you or if it was my sons in the studio Then I’m not sure it was my son who mentioned it or if it was my daughter But but this the lady working there had purple hair right should purple hair, and I said so how are you and she goes? So I was like are you okay? She goes my back hurts. I’ve been standing all day. You need your ID, sir. What do you need? I’m like, yeah, I need my ID. She goes, you need to get in line. So I get in line, I get back to the front of the line. She goes, do you have a check, ID, insurance? And I was like, I have my insurance. I have my ID. Do you have a state credit card? No. The machine’s not working. So I’m like, well, can you take an imprint of the card or something? Sir, you can bring it back a checkbook. And my daughter and my son were like, that lady looks like she hates her life. They’re like, my daughter’s like, what, nine at a time? I can’t remember what she exactly said, but it’s kind of like, what, dad, she looks like she hates her life. And I mentioned this because we have to buy it. Yeah. Therefore, that’s different than a want. Now a want, no one’s gonna go on a cruise. Can you imagine going on a cruise vacation with that kind of crap? No. I mean if you did you’re not going back. No. So here’s an example. I went to a restaurant, my son, I don’t know if you remember this, but we went to a Mexican restaurant that went out of business right away. Remember how we went there, the lobs, and we sat down, we tried to get some guacamole, and we waited for like 15 minutes for the guy to greet us, and he’s like, where would you guys like to sit? And we’re going, you know, anywhere. So he grabbed a seat. He doesn’t come back for another, what, 10 minutes, dude? It was like 10, 15 minutes. Then he brings out chips, and they’re stale as anything. And the guac was brutal. And you know what we did? We didn’t go back. And you know what happened? Nobody else did either. And they went out of business. So what you’ve got to do is you have to have the mindset in your mind that your brand needs to be the world’s best, even if it’s impossible. Try to be the world’s best. Just that excitement of trying to do anything at the world’s best level, it will fuel you and take every aspect of your life and business to the next level. Boom. So you’ve got to provide a product, service, and brand that your ideal and likely buyers love. There’s a notable quotable here from Sam Walton. Let me tee it up for you. Let me tee it up. Let me tee it up. Tee it up. I’m ready. Of course, Sam Walton, the American businessman and entrepreneur best known for founding the retailers Walmart and Sam’s Club. Love Sam’s Club. Sam Walton says, there’s only one boss, the customer, and he can fire everybody in the company from the chairman on down simply by spending his money somewhere else. Unbelievable. Now what that means, Thrivers, is that you really do have a boss if you’re self-employed. I always tell entrepreneurs this. I was like, you talk to entrepreneurs all the time and you say, why did you decide to start your company? Man, I’ll tell you what, man, I was just tired of working for the man. I went out there and I thought I’d get myself a landscaper, equipment, and I started to get out there and mowing the lawns and British and I had two lawns now I had two lawns working for me I had a two two mowers I got a website and I just want to be in charge you know and you go and then they will call me though I’m not kidding we had people call me about consulting and they’ll go now I want to get out there and compete and with them building companies and for the commercial and you say, what’s your web address? Well, it’s JD’s Mowing. Mowing? Okay, great, you go to the website and it’s just JD and Mowing. And the business card looks nasty. It says like JD Mowing LLC, you know, and it’s just the whole, down the card, it says JD Mowing LLC. And they answer the phone, hello. And their package is, well, how much do you guys charge? Do you have any pricing or anything? We don’t quote prices. We come out there and we’ll just get you a bill. Well, what time will you guys show up to Mo? Anytime between 8 and 7, really. We’ll be there. I mean, you just… I need to know specifically because my business, we’re going to keep the gate open for you. Man, I don’t… You know what I’m saying? Man, I don’t really do that, none. And you’re going, this is why your business is not successful. Your website’s terrible. You don’t have a quoting process. You can’t be consistent. I mean, I’m not kidding. This is a funny story about this. There was a landscaping company that I used to work with. Tell me if this story is not disturbing to you. This is what the guy says. I go, how was this week? We always talk about wins of the week. We coach clients. We always go over the same. We always go over the metrics. OK, so how many new customers came in this week? Where’d they come from? What are the core issues we need to solve this week? What deliverables do we need to do it that kind of thing? And so I’m asking this guy said how is this week and he goes man? And we got customers now now that you guys got us top and Google because we do that We help optimize the clients we coach to get into the top of Google Now we’re top Google man. We got all these people calling and they are just divas and I said well, what do you mean? What may say diva? Well, we got one lady, man. And we got a guy who’s mowing, and nature calls. And he got out there, and he whipped her out and let her fly. He’s peeing out there in the backyard behind a tree. He wasn’t showing anything. And I swear to the street story, wasn’t showing anything. And she comes out and was like, what are you doing? And we’re like, peeing. And she’s like, well, get out of my yard. And we’re like, okay. And then that’s the kind of crap I’m dealing with all week, man. You got these women just judging us. I mean, where else are we going to pee? And I’m going, what? And he’s like, what did you say to her? I told her, if you ain’t good for my business, then I don’t want it. And you’re just like, that is a real story. But this is real. And then the shirts they wore to Moe, just the stuff they wore, just the whole thing. So I was trying to tell these guys, I said, guys, you need to have a standard uniform. Everyone can wear the same polo, even if it’s hot, just the same shirt. It could be all green, or it could all be the same khakis, or shorts, or shoes. It could be unified in some way. The auto detailing business, you’ve worked in that before and Mike find it a great job of really dominating that in Tulsa. But he brought a level of professionalism to the process of auto detailing that wasn’t in existence before. But these guys were literally, I mean I remember talking to them, they said one major company reached out just randomly and they said, asked one of the guys mowing the lawn, said hey can I get a card because they were mowing the neighbor’s lawn. Can I get a card? We’d like to hire you guys potentially. And I remember this guy comes up to me and goes, it’s like they want me to teach my whole staff how to present an opportunity. I mean, it’s like my guy said, I don’t know. You got a call. I just work here. And then she got all emotional with him and told him that I ain’t be a friend. And they want to justify mediocrity. So you just don’t let that happen to you. You’ve got to understand the customer is the boss and you can’t just quit your job and start a business because you want to be self-employed. If you are self-employed, you know it because you run your own thing too. The customer is the boss. Right. You’ve got to wow them or you’re not going to have any more. Exactly. Boom. Man, drop a knowledge bomb. I love it. Unbelievable. The crazy things you run into in business coaching, it’s wild. Dude, on the same story with these guys, they were characters. They had some funny stuff. But one guy, oh my gosh, so funny. But one guy, now this is just to give you a little context, this is a, I’m using a kind of a Hick accent here, they’re kind of northern, they’re a northern based company, they’re northern like Minnesota, Wisconsin-y kind of thing. But super funny, the owner just didn’t show up for like three appointments in a row with us. We have the same time every week for our coaching call. And the other partner did. And so after like the third miss in a row and the fourth week he shows up and doesn’t have any reason for being gone. So the other partner says, hey man, because they’re partners, he’s partnered with a really reasonable guy and the other guy is like a complete redneck. And he’s like, hey, where were you the last three weeks? I haven’t seen you at all. And he’s like, man, I was getting some new ink done. And you know, when it’s peeling back and you’re getting like an infection, you know, and I was getting a whole sleeve, man, look at it. And what you do is you do this and then she moves, you say, because you squeeze and then she’ll like boom. And I’m just like, look at that. And he literally didn’t see any problem. He’s literally got a tattoo of a lady on his arm. He’d flex and certain things would move. And he’s like, see, man, then if you open up the arm, look at that right there. And you’re just and we’re like, and the other guy was like embarrassed by him and he’s like, man, I’m a woman. He shows them. And I remember my assistant and I and everyone was like, I wanted to laugh, but we were like, it’s so sad, but he literally didn’t show up for three weeks and doesn’t respond to voicemails. Just zero accountability there. And you know what? Their business sucks. Yeah. And I just had to tell the guys, I’m like, guys, we can’t help you. If you’re not going to be serious and want to be world class, it’s time to move on. The way I think of this, the customer will only pay for experience they want, is with a theater here in Tulsa. It’s Warren Theater. I don’t know if you’ve been to Warren. The Warren Theater. It is sweet. It is a different movie experience unlike anything else. It’s like you’re walking into the 1950s. It’s beautiful. But they have these theaters on the second floor upstairs, and they call them the Director’s Suite. I’ve never been there. To the director’s suite. And you’re 21 and older, no kids, no teenagers, so you go up there, they walk you to your seat once you get to your specific room, they give you a menu for food, you hit this little button they’ll bring you food, they bring you mints, they have mints for you when you walk out of the theater. I might not ever leave. Oh, it’s great. And you know what? It costs a lot. It’s not. It’s not. Is it $20 a ticket? It’s $20 a ticket. OK. But you know what? I’ll pay it every time because the service is immaculate. The director’s suite at Warren Theater. Yes. I’m going to check that out. Oh, I love it. It’s awesome. Huge. Now, I will say this for Thrivers. I want to give you an example of the customer not paying for what they don’t want. Harley Davidson is a company we all look at today as being very, very successful. But what happened is, in 1969, Harley Davidson was actually purchased by a company that’s called American Machine and Foundry. And when they bought the company, what they did is they wanted to streamline the production to decrease the size of the workforce and to make the bikes that are less expensive to compete with the Asian motorcycles that were hitting the market. And they call those things what? Crotch rockets? Asian motorcycles that were hitting the market. Yeah. And they call those things what, crotch rockets? make they try to introduce this new sound of magic in on a Harley and going to what happened is the Harley Davidson owner started revolting yeah they basically just stopped buying them and hey by the way do you know of anybody who owns a Harley I do not give me a quick in your mind give me a quick description of somebody of what you think a typical Harley owner would look Leather wearing, you know, maybe he’s got a nice goatee. Him and his lady like to get on the bike and cruise on Saturdays. They have the big beard, typically. Wearing a vest, tattoos. All those things, right. And so Harley, though, they understand their customer base. They get it. And so they didn’t get it, though, in 1969 when they were purchased. They went into bankruptcy, bro The company people don’t realize that the company basically fell apart, and it would have probably Never recovered however one of the Davidson’s Willie G Davidson he and 13 investors they basically led a Cut of a coup to take back over the company and when they did they actually came back You know what they did? They brought back this sounding right here. They brought it back. Let me see if I can get this going here for you guys. They brought it back. They brought back that. You know what I mean? They brought back that. See? That’s what you want. And that’s what people wanted was that sound. People didn’t want the ninja bike. They wanted to hear this right here. This whole. Listen to that. That’s what people wanted. They wanted it louder. So, even though people thought they were going to want this more fuel-efficient motorcycle motorcycles. That’s not their niche. That’s not their brand. And they started losing the trust of the customers because they started to deviate from that. Not cool, but anyway, Willie G, save the day. Now Harley again. Is that beard lovers, backpack wearing all weekend. We’re hopping on the hog and we’re driving up to Sturgis. And we’re going to get up there and we’re going to just wear one outfit for like a week we get bugs on the windshield in our eyes. We’ll probably eat some bugs They’re gonna stop and get a huge steak. Yeah Harley give the customers what you want, and they will happily pay for it Harley that’s all we’re trying to say Business coaching right there thrive on boom JT do you know what time it is? 14 it’s Um, 410. It’s T-Bo time in Tulsa, Roseland, baby. Tim Tebow is coming to Tulsa, Oklahoma, June 27 and 28. We’ve been doing business conferences here since 2005. I’ve been hosting business conferences since 2005. What year were you born? 1995. Dude, I’ve been hosting business conferences since you were 10 years old, but I’ve never had the two-time Heisman Award winning Tim Tebow come present. And a lot of people have followed Tim Tebow’s football career on the field and off the field. And off the field, the guy’s been just as successful as he has been on the field. Now, the big question is, JT, how does he do it? Well, they’re going to have to come and find out because I don’t know. Well, I’m just saying, Tim Tebow’s going to teach us how he organizes his day, how he organizes his life, how he’s proactive with his faith, his family, his finances. He’s going to walk us through his mindset that he brings into the gym, into business. It is going to be a blasty blast in Tulsa, Russia. Also, this is the first Thrive Time show event that we’ve had where we’re going to have a man who has built a hundred million dollar net worth who will be presenting. Now we’ve had a couple presenters that have had a billion dollar net worth in some real estate sort of things. Yeah. But this is the first time we’ve had a guy who’s built a service business and he’s built over a hundred million dollar net worth in the service business. It’s the yacht driving, multi-state living guru of franchising. Peter Taunton will be in the house. This is the founder of Snap Fitness, the guy behind Nine Round Boxing. He’s going to be here in Tulsa, Russel, Oklahoma, June 27th and 28th. JT, why should everybody want to hear what Peter Taunton has to say? Oh, because he’s incredible. He’s just a fountain of knowledge. He is awesome. He has inspired me listening to him talk. Not only that, he also practices what he teaches, so he’s a real teacher. He’s not a fake teacher like business school teachers. So you’ve got to come learn from him. Also, let me tell you this, folks. I don’t want to get this wrong, because if I get it wrong, someone’s going to say, you screwed that up, buddy. So Michael Levine, this is Michael Levine. He’s going to be coming. You say, who’s Michael Levine? I don’t get this wrong. This is the PR consultant of choice for Michael Jackson, for Prince, for Nike, for Charlton Heston, for Nancy Kerrigan. 34 Grammy Award winners, 43 New York Times bestselling authors he’s represented, including pretty much everybody you know who’s been a super celebrity. This is Michael Levine, a good friend of mine. He’s going to come and talk to you about personal branding and the mindset needed to be super successful. The lineup will continue to grow. We have hit Christian recording artist Colton Dixon in the house. Now people say, Colton Dixon’s in the house? Yes, Colton Dixon’s in the house. So if you like top 40 Christian music, Colton Dixon’s going to be in the house performing. The lineup will continue to grow each and every day. We’re going to add more and more speakers to this all-star lineup, but I encourage everybody out there today, get those tickets today. Go to Again, that’s And some people might be saying, well, how do I do it? What do I do? How does it work? You just go to Let’s go there now. We’re feeling the flow. We’re going to Again, you just go to You click on the business conferences button, and you click on the request tickets button right there. The way I do our conferences is we tell people it’s $250 to get a ticket or whatever price that you can afford. And the reason why I do that is I grew up without money. JT, you’re in the process of building a super successful company. Did you start out with a million dollars in the bank account? No, I did not. Nope, did not get any loans, nothing like that. Did not get an inheritance from parents or anything like that, I had to work for it. And I am super grateful I came to a business conference. That’s exactly how I met you, met Peter Taunton. I met all these people. So if you’re out there today and you want to come to our workshop, again, you just got to go to You might say, well, when’s it going to be? June 27th and 28th. You might say, well, who’s speaking? We already covered that. You might say, where is it going to be? It’s going to be in Tulsa, Russia, Oklahoma. I suppose it’s Tulsa, Russia. I’m really trying to rebrand Tulsa as Tulsa Ruslim, sort of like the Jerusalem of America. But if you type in Thrive Time Show and Jinx, you can get a sneak peek or a look at our office facility. This is what it looks like. This is where you’re headed. It’s going to be a blasty blast. You can look inside, see the facility. We’re going to have hundreds of entrepreneurs here. It is going to be packed. Now, for this particular event, folks, the seating is always limited because my facility isn’t a limitless convention center. You’re coming to my actual home office. And so it’s going to be packed. So when? June 27th to 28th. Who? You. You’re going to come. I’m talking to you. You can get your tickets right now at And again, you can name your price. We tell people it’s $250 or whatever price you can afford. And we do have some select VIP tickets, which gives you an access to meet some of the speakers and those sorts of things. And those tickets are $500. It’s a two-day interactive business workshop, over 20 hours of business training. We’re going to give you a copy of my newest book, The Millionaire’s Guide to Becoming Sustainably Rich. You’re going to leave with a workbook. You’re going to leave with everything you need to know to start and grow a super successful company. It’s practical, it’s actionable, and it’s Tebow time right here in Tulsa, Russia. Get those tickets today at Again, that’s Hello, I’m Michael Levine, and I’m talking to you right now from the center of Hollywood, California, where I have represented, over the last 35 years, 58 Academy Award winners, 34 Grammy Award winners, 43 New York Times bestsellers. I’ve represented a lot of major stars, and I’ve worked with a lot of major companies and I think I’ve learned a few things about what makes them work and what makes them not work. Now, why would a man living in Hollywood, California in the beautiful sunny weather of LA come to Tulsa? Because last year I did it and it was damn exciting. Clay Clark has put together an exceptional presentation. Really life-changing. And I’m looking forward to seeing you then. I’m Michael Levine, I’ll see you in Tulsa. James, did I tell you my good friend John Lee Dumas is also joining us at the in-person, two-day interactive Thrive Time Show business workshop. That Tim Tebow and that Michael Levine will be at, have I told you this? You have not told me that. Oh, he’s coming all the way from Puerto Rico. This is John Lee Dumas, the host of the chart-topping podcast. He’s absolutely a living legend. This guy started a podcast after wrapping up his service in the United States military, and he started recording this podcast daily in his home to the point where he started interviewing big-time folks like Gary Vaynerchuk, like Tony Robbins and he just kept interviewing bigger and bigger names putting up shows day after day and now he is the legendary host of the EO Fire podcast and he’s traveling all the way from Pluto Rico to Tulsa Oklahoma to attend the in-person June 27th and 28th live time show two-day interactive business workshop if you’re out there today folks you’ve ever wanted to grow a podcast a broadcast you want to get him you want to improve your marketing, if you’ve ever wanted to improve your marketing, your branding, if you’ve ever wanted to increase your sales, you want to come to the two-day interactive June 27th and 28th Thrive Time Show Business Workshop featuring Tim Tebow, Michael Levine, John Lee Dumas, and countless big-time, super successful entrepreneurs. It’s going to be life-changing. Get your tickets right now at James, what website is that? James, one more time for more enthusiasm. Shine, everything rides on tonight Even if I got three strikes I’ma go for it This moment, we own it Eh, I’m not to be played with Because it could get dangerous See, these people I ride with this moment Thrive time show two-day interactive business workshops are the world’s highest rated and most reviewed business Workshops because we teach you what you need to know to grow You can learn the proven 13-point business systems that dr. Zellner and I have used over and over to start and grow successful companies. We get into the specifics, the specific steps on what you need to do to optimize your website. We’re gonna teach you how to fix your conversion rate. We’re gonna teach you how to do a social media marketing campaign that works. How do you raise capital? How do you get a small business loan? We teach you everything you need to know here during a two day, 15 hour workshop. It’s all here for you. You work every day in your business, but for two days you can escape and work on your business and build these proven systems so now you can have a successful company that will produce both the time freedom and the financial freedom that you deserve. You’re going to leave energized, motivated, but you’re also going to leave empowered. The reason why I built these workshops is because as an entrepreneur I always wish that I had this, and because there wasn’t anything like this, I would go to these motivational motivational seminars, no money down, real estate, Ponzi scheme, get motivated seminars. And they would never teach me anything. It was like you went there and you paid for the big chocolate Easter bunny, but inside of it, it was a hollow nothingness. And I wanted the knowledge, and they’re like, oh, but we’ll teach you the knowledge after our next workshop. And the great thing is we have nothing to upsell. At every workshop, we teach you what you need to know. There’s no one in the back of the room trying to sell you some next big get-rich-quick, walk-on hot coals product. It’s literally, we teach you the brass tacks, the specific stuff that you need to know to learn how to start and grow a business. I encourage you to not believe what I’m saying, and I want you to Google the Z66 auto auction. I want you to Google elephant in the room. Look at Robert, Zellner, and Associates. Look them up and say, are they successful because they’re geniuses or are they successful because they have a proven system? When you do that research, you will discover that the same systems that we use in our own business can be used in your business. Come to Tulsa, book a ticket, and I guarantee you it’s gonna be the best business workshop ever, and we’re gonna give you your money back if you don’t love it. We’ve built this facility for you and we’re excited to see you. And now you may be thinking, what does it actually cost to attend an in-person two-day interactive Thrive Time Show business workshop? Well, good news, the tickets are $250 or whatever price that you can afford. What? Yes, they’re $250 or whatever price you can afford. I grew up without money and I know what it’s like to live without money, so if you’re out there today and you want to attend our in-person two-day interactive business workshop. All you got to do is go to to request those tickets and if you can’t afford $250 we have scholarship pricing available to make it affordable for you. I learned at the Academy at Kings Point in New York, octa non verba. Watch what a person does not what they say. Good morning, good morning, good morning. Harvard Kiyosaki 3 Standard Radio Show. Today I’m broadcasting from Phoenix, Arizona, not Scottsdale, Arizona. They’re close, but they’re completely different worlds. And we have a special guest today. Definition of intelligence is if you agree with me, you’re intelligent. And so this gentleman is very intelligent. I’ve done this show before also. But very seldom do you find somebody who lines up on all counts. Mr. Clay Clark is a friend of a good friend, Eric Trump, but we’re also talking about money, bricks, and how screwed up the world can get in a few and a half hours. So Clay Clark is a very intelligent man, and there’s so many ways we could take this thing. But I thought since you and Eric are close, Trump, what were you saying about what Trump can’t, what Donald, who’s my age, and I can say or cannot say? First of all, I have to honor you, sir. I want to show you what I did to one of your books here. There’s a guy named Jeremy Thorn, who was my boss at the time. I was 19 years old, working at Faith Highway. I had a job at Applebee’s, Target, and DirecTV, and he said, have you read this book, Rich Dad, Poor Dad? And I said, no. And my father, may he rest in peace, he didn’t know these financial principles. So I started reading all of your books and really devouring your books. And I went from being an employee to self-employed to the business owner to the investor. And I owe a lot of that to you. And I just want to take a moment to tell you thank you so much for allowing me to achieve success. And I’ll tell you all about Eric Trump. I just want to tell you, thank you, sir, for changing my life. Well, not only that, Clay, thank you, but you’ve become an influencer. More than anything else, you’ve evolved into an influencer where your word has more and more power. So that’s why I congratulate you on becoming. Because as you know, there’s a lot of fake influencers out there, or bad influencers. Anyway, I’m glad you and I agree so much, and thanks for reading my books. Yeah. That’s the greatest thrill for me today. Not a thrill, but recognition is when people, young men especially, come up and say, I read your book, changed my life, I’m doing this, I’m doing this, I’m doing this. I learned at the Academy, at King’s Point in New York, acta non verba. Watch what a person does, not what they say. Hey, I’m Ryan Wimpey. I’m originally from Tulsa, born and raised here. I went to a small private liberal arts college and got a degree in business, and I didn’t learn anything like they’re teaching here. I didn’t learn linear workflows. I learned stuff that I’m not using and I haven’t been using for the last nine years. So what they’re teaching here is actually way better than what I got at business school. And I went what was actually ranked as a very good business school. The linear workflow, the linear workflow for us in getting everything out on paper and documented is really important. We have workflows that are kind of all over the place. Having linear workflow and seeing that mapped out on multiple different boards is pretty awesome. That’s really helpful for me. The atmosphere here is awesome. I definitely just stared at the walls figuring out how to make my facility look like this place. This place rocks It’s invigorating the walls are super It’s just very cool. The atmosphere is cool. The people are nice. It’s a pretty cool place to be very good learning atmosphere I literally want to model it and steal everything that’s here at this facility and Basically create it just on our business side Once I saw what they were doing, I knew I had to get here at the conference. This is probably the best conference or seminar I’ve ever been to in over 30 years of business. You’re not bored. You’re waiting live the whole time. It’s not pushy. They don’t try to sell you a bunch of things. I was looking to learn how to just get control of my life, my schedule, and just get in control of the business. Planning your time, breaking it all down, making time for the F6 in your life and just really implementing it and sticking with the program. It’s really lively, they’re pretty friendly, helpful, and very welcoming. I attended a conference a couple months back and it was really the best business conference I’ve ever attended. In the workshop I learned a lot about time management, really prioritizing what’s the most important. Biggest takeaways are, you know, you want to take a step-by-step approach to your business. Whether it’s marketing, you know, what are those three marketing tools that you want to use to human resources. Some of the most successful people and successful businesses in this town, their owners were here today because they wanted to know more from Clay, and I found that to be kind of fascinating. The most valuable thing that I’ve learned is diligence. That businesses don’t change overnight. It takes time and effort and you’ve got to go through the ups and downs of getting it to where you want to go. He actually gives you the road map out. I was stuck, didn’t know what to do and he gave me the road map out step by step. We’ve set up systems in the business that make my life much easier, allow me some time freedom. Here you can ask any question you want, they guarantee it’ll be answered. This conference motivates me and also gives me a lot of knowledge and tools. It’s up to you to do it. Everybody can do these things, they’re stuff that everybody knows, but if you don’t do it, nobody else is going to do it for you. I can see the marketing working, and it’s just an approach that makes sense. Probably the most notable thing is just the income increase that we’ve had. Everyone’s super fun and super motivating. I’ve been here before, but I’m back again because it motivates me. Your competition’s going to come eventually or try to pick up these tag nets. So you better, if you don’t, somebody else will. I’m Rachel with Tip Top K9, and we just want to give a huge thank you to Clay and Vanessa Clark. Hey guys, I’m Ryan with Tip Top K9. Just want to say a big thank you to Thrive 15. Thank you to Make Your Life Epic. We love you guys. We appreciate you and really just appreciate how far you’ve taken us. This is our old house. This is where we used to live two years ago. This is our old neighborhood. See? It’s nice, right? So this is my old van and our old school marketing and this is our old team. And by team, I mean it’s me and another guy. This is our new house with our new neighborhood. This is our new van with our new marketing, and this is our new team. We went from four to 14, and I took this beautiful photo. We worked with several different business coaches in the past, and they were all about helping Ryan sell better and just teaching sales which is awesome but Ryan is a really great salesman so we didn’t need that we needed somebody to help us get everything that was in his head out into systems into manuals and scripts and actually build a team so now that we have systems in place we’ve gone from one to ten locations in only a year. In October 2016 we grossed 13 grand for the whole month. Right now it’s 2018, the month of October. It’s only the 22nd, we’ve already grossed a little over 50 grand for the whole month and we still have time to go. We’re just thankful for you, thankful for Thrive and your mentorship and we’re really thankful that you guys have helped us to grow a business that we run now instead of the business running us. Just thank you, thank you, thank you, times a thousand. So we really just want to thank you, Clay, and thank you, Vanessa, for everything you’ve done, everything you’ve helped us with. We love you guys. If you decide to not attend the Thrive Time workshop, you’re missing out on a great opportunity. The atmosphere at Clay’s office is very lively. You can feel the energy as soon as you walk through the door. And it really got me and my team very excited. If you decide not to come, you’re missing out on an opportunity to grow your business, bottom line. I love the environment. I love the way that Clay presents and teaches. It’s a way that not only allows me to comprehend what’s going on, but he explains it in a way to where it just makes sense. The SEO optimization, branding, marketing, I’ve learned more in the last two days than I have the entire four years of college. The most valuable thing that I’ve learned, marketing is key, marketing is everything. Making sure that you’re branded accurately and clearly. How to grow a business using Google reviews and then just how to optimize our name through our website also. Helpful with a lot of marketing, search engine optimization, helping us really rank high in Google. The biggest thing I needed to learn was how to build my foundation, how to systemize everything and optimize everything, build my SEO. How to become more organized, more efficient. How to make sure the business is really there to serve me, as opposed to me constantly being there for the business. New ways of advertising my business, as well as recruiting new employees. Group interviews, number one. Before, we felt like we were held hostage by our employees. Group interviews has completely eliminated that, because you’re able to really find the people that would really be the best fit. Hands-on how to hire people, how to deal with human resources, a lot about marketing, and overall just how to structure the business, how it works for me, and also then how that can translate into working better for my clients. The most valuable thing I’ve learned here is time management. I like the one hour of doing your business is real critical if I’m going to grow and change. Play really teaches you how to navigate through those things and not only find freedom, but find your purpose in your business and find the purposes for all those other people that directly affect your business as well. Everybody. Everybody. Everybody. Everyone. Everyone needs to attend the conference because you get an opportunity to see that it’s real. Everyone needs to attend the conference because you get an opportunity to see that it’s real. you


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