Meet Rich Kozak, Founder of RichBrands

It's you, my guests, in the book, and the book is a narrative, so it's not a transcript. Hi everyone, we're live! I know it's weird that it's at 10 o'clock in the morning or 10:15, um, so, uh, so sorry, market domination. I'll be back to work in a few minutes. But, uh, I also am a producer of Podcast Rich, so I do a variety of different things. I've had so many hats on this morning that my hair already— my bangs do not look good, and that's kind of like my brand. But anyway, so welcome everyone. Okay, our guest, he is obviously bright, he's obviously brilliant because he's here with us. He's not bald, unfortunately, because I like my bald jokes, but can't fly with you, Rich. But Rich is totally on brand, very cool. His company is Rich Brands. How cool is that? I wish I grew up and had a name like Rich. Um, not just like, but Adrian, yo, Adrian. So I don't know anything about Rich. He started talking, I'm like, wait, save it for this podcast right here, because I want— I know if there's a piece of my whole, you know, Google me kind of, you know, look who I am, you're gonna be like, clarity? And how do you get clarity anyways if you have doing so many different things? So first, let's have Rich introduce himself because I have no clue who he is, and then we're going to work on and talk about one thing. And it's gonna be me today. Rich, use me as the example of a poorly, not really clear company who maybe herself, the owner, is not really sure on her own clarity and brand. So everyone meet Rich Brands. I mean, Rich Kozak from Rich Brands.

Well, good morning. And thank you for that upbeat setup, Adrienne. My name is Rich Kozak and I am the founder of Rich Brands and Impact Driven Publishing. So for 49 years now, and I'm not done, I have been defining and languaging brands and launching them. What that means is connecting to why an individual starts their business and literally building clarity into the way their brand, either as an individual or an entity, speaks, shows up, promotes, how others respond to them in testimonial or endorsement, and guiding that and the things they do, the stakes in the ground that they place to strategically move forward. Books, programs, products and services. Whatever it is for their particular area of expertise or their business or their calling, whatever they consider it. So today, after most, a large part of my career, I ran, I was the executive vice president and head of new business development at a, what you might call back in the day, a high-tech ad agency. A business-to-business agency that taught big companies what branding is and the process of it, and then guided them through preparing them for the next stage of their strategic success. Today, and for the last 10 years actually, so this is the 10th year, I've been working only with individuals. So, if you're listening to this today I'm talking to you in addition to talking to Adrian, but I'm literally speaking to you and into your heart that individuals are brands. And we'll deal with that very early in this. What is a brand? How do you even think about what your brand is? And I can do that in 2 sentences and you will never see it the same way again. Thank goodness. Okay. What, how do you think about the brand you are and what brand do you get to become to be successful at where you're going? That's what we're going to talk about today. We do it all day long with individuals. And there are wonderful guidelines and tips and steps and language. And it's not jargon language. It's not tricky talk. It's not, well, you need a— and I'll use a term you've never heard or you don't really know what it means. So, you think, oh, I need a guru. You don't need a guru. You get to understand it's just steps. And when you leave steps out, it doesn't work well. So like knowing the steps and doing them put you on a very good path to succeed at what you want to succeed at. So welcome to Rich Brands.

Well, yay! I think I'm putting myself in the hot seat volunteering because hey, Um, this is going to be free therapy for me, so I'm really excited about this. But, but no, it's like, seriously, so, oh yeah, I have a vision, I have a mission, but I really— that's the one thing. And what I hear a lot of times from people is, but I'm doing so many things. Okay, so yes, I have my new book, which is, uh, from the podcast. The logo doesn't match. I'm not using my face. I'm just calling it Unscripted Brilliance. Uh, so unless you're familiar with the show, it's kind of probably not as, uh, you know, what is the word that I'm trying to say?

Congruent.

Yes, thank you.

So welcome.

But it's weird for me because I have professional global etiquette, which I'm a graduate of the Protocol School of Washington with my certified corporate etiquette and international protocol consultation. Um, so I, um, I have that, and then I have 35 years in the logo-branded business, promotional products. Aka swag. So branded merch, I'm very familiar with, right? And then I have— I'm a podcast producer, started with Market Domination. I, I— that brings me passion. I love working with, um, Winey Palooza podcast, Rebecca Green, and Grow Your Business, Grow Your Wealth with Gary Halton, and a couple of other podcasts. I produced a podcast, and that brings me joy. And I, and I love that. I love my own podcast. I am a true crime, uh, host with Joseph, uh, Debate the News True Crime, only podcast where we actually are live with an audience. And so we go live, that we've got ears twice a week. The, the downloads— I've never seen in my life so many downloads, more downloads than I've gotten in my 2 years in less than 4 weeks. Crime is big, crime is big. And I do a true crime hour with Debbie. Where we do true crime news. And then I also have a new podcast I created that's the only first AI-driven debate-style podcast for the etiquette industry. So with all that said, I'm like, okay, obviously I had one client about 6 months ago that said, wow, you are a creator and a creative with a business background. And I thought, oh, that's cool. I wrote one blog about it because I thought that's a cool thing, but even that's not very clear. And so If you were to ask me, I'd say, okay, that's probably the focus, right? I, I have a business experience, 8 years with SCORE, the first chairwoman here of SCORE, s-c-o-r-e.org, a certified business mentor. But I was the chairwoman here for Volusia County, first in years.

I love SCORE, what a great organization they were.

I was— I started as VP of Southern Arizona, came here in Daytona Beach and became the chair. But, but that's what— that helped me to like hone in my business skills, so really tight, right? So I, I have all of this, I have all these different websites, all these different Facebook, everything, um, and the only thing that is, uh, like kind of all together is my face, right? And even that's changed. I mean, some days my face is like this, I'm trying to get like, we're like that, like, so I don't— I feel like, yeah, people are like, I don't even know what she does. And the one thing that helps me in my business is my passion. Just my energy and my excitement and my love for the work. But how can you sell passion? So there you have it. I'm all ears and eyes.

Well, ask me a question.

Yeah. So this is the big thing. So first, let's go into it.

You just want me to just reflect and I can reflect.

I love that. I want to just before you start, want to understand each section. So we've got clarity. Longevity, how long a business has been in business?

Well, so you can do what you love for more decades. Yeah, absolutely. So it has a roadmap and a strategic path and that it grows and, and you can continue doing what brings you joy and what you really love for more decades. So it's a combination of aspects in longevity, longevity for the brand, but also longevity for you. I love the word longevity.

Everyone—

partly from my being a— I'm an organic chef. We grow a lot of our own food here. I'm in the middle of Los Angeles, but I have gardens and I love to cook. And I love to pay attention to truth about what we put in our body and on our body. So for decades, the kitchen has gotten cleaner and cleaner. And our choices of what to eat and when to eat and how to eat have gotten better and better. And I love to eat and I love to cook. So the longevity has to do with a lot of things. I think probably the most excellent— and that sounds a little bit exaggerated— an excellent source to wrap a brain around longevity is Peter Diamandis's book by that name, Longevity. Peter Diamandis is surrounded by companies he owns that are involved in the technologies of managing aging in many, many ways and health. And he wrote a book, said, look, because I'm surrounded by this technology and I have access to it and I can afford anything I want to do, like if he wants injections of stem cells, he can get them at $10,000 a month. But he says, so, I'm writing a book saying, here's what I'm doing so that I last for more decades. Because people ask me all the time, what are you doing? They want to know what I'm doing. So he writes a book. It's a great book and it's very small. And it's Peter Diamandis on longevity. Anyway, I really recommend everybody reads it. He also, to keep your upbeat attitude about the world, you know, instead of, oh my God, the world is going to— you know, you say like, oh, the world is such an exciting place and we're overcoming problems in ways we've never had before. Like, not most people think that. He wrote a book called Abundance in 2014. Read it. It'll blow your mind. Peter Diamandis is Abundance. And I'm not here to sell Peter. He's not my friend. I don't know him personally, but those two literally will help you shift your life, last longer. And absolutely, you know, if you ever get in a, you know, you watch too much news one day or something and you go like, man, It's going to the— we're going to hell in a handbasket. Just grab Abundance and read a chapter and you'll go, oh no, no, it's good. We're on a really good track. You know, it's like the future is bright. Yeah. Okay. So let's talk about how the future can be bright for you listening to this and how you can literally start making your future bright. If you're right at the beginning of doing what you're doing, or you're ding-dang in the middle of it, or you've been doing it for 20 or 30 years and you feel like you want to build the steps to the next level. You know, there's more. You want to improve your impacts, increase your significant presence, build a legacy. But the gate to the next level is locked. You know, it's like, what do you do? Okay. I have a client, Lou Vickrey, who used to pitch for the New York Yankees back in the '60s. And he's from Alabama. And one day he said, "Rich, what do I do?" Okay, well, that is a very common question from human beings. People want to know what to do. And branding is— people really don't know what it is. They have a perception of what it is to them. If they think it's logos or a campaign or a quick line or whatever, whatever, or their face. But so I'm going to start there because it's the elephant in the room. May I? It'll help you. It'll help everyone listening to this. Ready? Here goes. I told you I would do it in 2 sentences. Here it goes. Ready? Your brand. And please write this down. I mean, I know it's just a few words, but write it down.

So wait, wait, wait. Give me a second. I'm going to put it in the comments.

So that you remember to remember it. Okay? My brand is a perception. Period. However, it's not my perception. Period. So a little background. You can talk about your brand for 3 seconds or 3 minutes or 3 hours and tell me all about your brand. It doesn't matter what you say. It doesn't matter what you think your brand is. Your brand is a perception. But it's not your perception. It's the perception in the mind of your most important target audiences. Those individuals, maybe they're companies, maybe they're countries. Okay, it's the perception in the mind of those people whom you most want to impact. And you clearly see the impacts you are going to make on them. And you really want to. It's the perception in their mind. We're not talking about people 25,000 miles away who love to pet giraffes. I don't have any problem with giraffes. But if giraffes don't have anything to do with your business, don't worry about them. It's the people whose minds you get to shape the perception in the minds of those individuals whom you really, you clearly see the impacts you are going to make and you really want to impact them. It's their perception. So, if a brand is a perception and it's not yours, What is branding? Write this down. Branding— now that you know that your brand is a perception in the minds of your most important target audiences— branding is everything you get to do. Parenthetically, none of us have the money or time to do everything. Close parenthesis. It's all those things you get to do that shape a consistent perception in the minds of your most important target audiences. It's shaping a consistent perception in those minds of your most important target audiences. Now, you can have multiple target audiences. I'm not the guy that's going to tell you, you need to narrow down and have one and use fancy language. It's not realistic. One of your target audiences might be about to retire. One of your target audiences might be about to start their career. Those are two very different mindsets. It might be a couple. You know, like we said, it might be a company. It might be an industry. It might be a country eventually. But in doing the work, we start with an individual because it's much easier to conceptualize and it doesn't feel complex. So that's the starting point. Envisioning the impacts you clearly see making. You can close your eyes and do it. Matter of fact, I kind of recommend it. You close your eyes and think about, look, when this is thriving, and I don't mean that to be a jargon word. Thriving means everything is working. In other words, you know, if you, whatever your, whatever activities you're doing, if you're coaching. People love your coaching. If you wrote a book, they love you and they say, 'Well, it changed my life.' You create a weekend retreat, people attend and they say it was masterful, it was transformational. Whatever you're doing in that thriving picture that you imagine is working and you are thriving financially, attitudinally, you're full with joy and fulfillment because you're stepping into the impacts you clearly see making when you're thriving, when your brand is thriving. Okay. So you picture that. That's the first step. Why? Because it focuses on impacts. And it's the impact. It's not just, oh, what impact? Look, it comes from your heart, not from your head. It's not like, what impacts can I make? Oh, I could. No, it comes from your heart. It's the impact you clearly see making and you really want to make. It's not the impact you have to make or the world says you. It's not some predetermined stuff. It comes from inside you. So, when you do that, now you're mining the clarity that is probably missing in your brand. Because most brands lack clarity and most brands fall flat. Fall flat means you say, and people say, 'Oh yeah, what do you do?' And you describe it. And maybe you describe a bunch of things like you did a moment ago. 'I have a book, but I have a podcast, but I'm a book— but you know what, an international— you know, the etiquette industry— etiquette, I didn't even know there was an etiquette—' And they go, 'Oh, I thought— wait a minute, did you do— but you do this?' Confusion, misinformation. Okay. Okay.

Yeah.

Clarity that is lacking. And so here's fall flat. Fall flat is, oh, oh, that's nice. That's it. Yeah. It's almost like they left their cigarette burning across the room and they need to get back to it, but maybe they don't even smoke. They just, you know, they go, oh, that's nice. That's it. Here's a brand. When a brand comes alive, it sounds and looks different. Literally, when you say to somebody what you do, their head tilts on the side and they go, oh, okay. They go, oh, well, wow, you know, I have to go, but can I have your card? You're listening to this, you know what I'm talking about. Like, when you nail it in a way that— and let's make it specific— that's unique They've never heard that before. And it transfers energy. Well, why are your clients so successful in your yoga practice? Well, it's because we do Body Intelligent Yoga. Oh, well, I want that. What is that? Oh my God, I gotta go. Can I have your card? Okay. Body Intelligent, it's only 3 words. But it's language that transfers energy and it's unique. They've never heard it before. So X branding done right starts inside of you with the impacts you clearly see making and really want to make. And the process steps, because branding is steps. And if you leave them out, it doesn't turn out well. When you do all the steps, it always turns out well. And I got to tell you, I know that sounds exaggerative, but I do this all day long. I've been doing it with individuals for 10 years. It always comes out well, congruent with your brain, with your heart. The language is not language that you feel you have to use because it's you. You plug in to your own authenticity.

There. Brain. So the— so you start with here, which obviously I'm all mixed up, but if they're just knowing me, you can see. Oh, you are multifaceted.

You are multifaceted for sure. And many people are.

You know what I am? So when you mention longevity, I first of all, I love the word longevity. I'm thinking, ooh, Everyone uses legacy, legacy, legacy. If I hear that word one more time, and then you mentioned about the organic and I wanted to pop up and say, Rich, I am in the best shape of my life. Yes, it's round, just like a donut. I love round circle. So anyway, so you know what, with my shape, my favorite, my favorite shape, but, um, but seriously, I love the word longevity, and I love how you explained it. I— and this is huge. You know what I would like to do? I'd like to show everyone your website and see, because there's so much more. And I, I was kind of not— I'm actually not joking when I say, like, put me in the hot seat. But I, I do know myself that when I think internally, when you look at your own company and say, oh man, Adrian, you're doing so much, and, and, you know, really what it is that you want to accomplish, or Sheila and I were talking about, like, the 3 things I, I really know Even myself, I have to either take each segment and make it clear. I think it's okay, Rich, right, to, to have different roads that I could go on. So those, those roads, but each road has to be clearly defined. So what happens if you're, you're serving a different set of clients? And I know I'm not the only one out there.

I will give you an example, but first I'll tell you where we're going with it. Where we're going is there's something that most people have never heard of and don't know that exists for them. And it does. And it's called your— let's give it a name. We'll call it your umbrella brand. So all those things that you do, the skills— I don't know what's going on. Anyway, I seem to be flashing or something. That's really crazy.

It's my mom. Don't worry about it.

Wow. Anyway, so I'm usually on Zoom all day long, but this is StreamYard, so I don't know how to interpret that. But so an umbrella brand. So all those individual things you do, the etiquette, the podcast hosting, the teaching people how to do certain things, all the work with SCORE, structuring businesses, you know, all of those. Each of those things is a spoke in the umbrella. If you think about it that way, it's the same umbrella. The question is, from a branding standpoint, what's the umbrella?

Oh, I can't even tell you because I know that professional global etiquette is too confusing.

That's got to be relieving to you because of what you just, you know, streamed us through, you know. Because if you were introducing yourself for the very first time and you did all those things, people might think she doesn't really know what she does. And that would be a mistake because you do a lot of things. And what you don't want to do is create confusion or misinformation or not get credit for your for what makes you outstanding. But in splaying all that stuff without connecting the dots, that's what happens. When there isn't clarity in the way a brand shows up, it creates 6 bad consequences. And you just heard a few of them. I'll mention all 6. Confusion and people don't do anything.

Oh wait, you want to write them down?

Oh yeah, yeah, sure. Confusion. Misinformation. Oh, I thought you said you do that. So, you do that? Oh, it's like, look, I've been married for 49 years as well. And even in my house, I hear, wait a minute, I thought you said that. But you said, you know, it's misinformation. Okay. Third, you don't get— you just put no credit. You don't get credit for what makes you outstanding. What a travesty. Okay. Fourth is you spend a lot of money often on marketing things. Many times, it's because you're sold them because they say it'll be good for your brand. But they don't know what branding is. They just know they sell what they sell. Okay, so you know, oh, and we tried this marketing but it didn't work. It's not the marketing that doesn't work. It's the fact that the brand wasn't clearly defined because marketing is executing a brand, an excellent branding strategy. You have to have the brand before you can do marketing because otherwise, what do you execute? There's no branding strategy. You can go any way you want to and do all the marketing you want. You can hire marketing people and they can use whatever language, you know what I mean? It gets it. Then there you're back to confusion, misinformation. Competitors who have more clarity in the way they show up get ahead, are more successful. and you might run out of time. That's the 6 bad consequences. And time might be— you run out of confusion, misinformation, no credit.

So I want to make sure I got it right. Confusion, misinformation, no credit for what makes you outstanding, spending a lot of money in marketing. Okay, so 2 more.

Wasting would probably be a better word. Oh, you're thinking the marketing doesn't work, but you wasted money because what was missing wasn't leads, what was missing was brand clarity. And then you get leads and, well, we get the wrong leads, you know, the wrong people come to our website. It's like, it's a branding problem.

It's not a marketing problem. That is wasting. Okay. And then what was that last two?

Competitors who are, who have more clarity in the way they show up, get ahead. And the last is you lose time or run out of time. Sometimes that means our time on the planet's over, but sometimes it means you run out of the energy and desire to do it. And so your time's up. You know, these are 6 really bad consequences that you can avoid by defining and languaging your brand so clearly. And I'm going to use an exaggerative word that every— but it's true. It's every— when you define the language of brand so clearly that everything the brand says and does aligns with the impacts you clearly see making when you thrive, that's when it comes alive. I know.

Yeah. No, I was gonna say, sorry. So can a brand— asking for all of you out there— can a brand just be my name? And remove, and that way everything, and then Professional Global Etiquette is just a spoke.

Well, A, you're turning a brand into something that it's not. A brand is a perception. Okay. Stick with that. The brand is the consistent perception you create. That includes, do I trust her? Is she trustable? That includes, is she intelligent? That includes, is she masterful? That includes, is she values-based? Whatever those characteristics are that are part of the brand that you must get credit for in order to make your impacts, those must be part of the perception. And the work you do using marketing gets you credit for those things so that that's the perception.

I'm showing everyone. I want to go through. I just love this. Wow, this is a lot to think about, and it's interesting that I actually need the support. But I want to go through with everyone just exactly— I love this picture of you, by the way. And, and if, if you're watching, I'm down in the garden.

That's a gigantic kale plant behind me. Yeah.

Oh, I wouldn't recognize it unless it was a donut plant, and then I would actually be able to recognize it. And with sprinkles. All right, I love this. I love, love, love this. I love the photo of you. I love— I just love everything here.

Notice the two offers. Talk with Rich for 30 minutes. I've been doing this for 49 years. You know what I should cost to talk to for 30 minutes? Yes, it's free.

People should be using it.

Oh my God, should it be on a beach or a yacht? I'm on Zoom, and if you hear this and you want to talk with me until I turn that off, click it and take advantage of it and talk to me about you, and I will share my perception of possibilities. And I'm a heart connector, so take advantage of it.

Wait, I want to. So I'm on your site. You see me on StreamYard, but I'm actually working on your site. I'm not able to click here. What am I doing wrong?

I don't know, but it's a button and it's live and it goes right to my calendar.

And yeah, well, you— what is this? Is this an event branding you?

Oh, it's a half-day event. Do a half-day event every month and it will change the way you think. It starts to help you understand what it means to define and language a brand so clearly that everything you say and do aligns. And what happens when you do that? And what happens when you don't?

I love this. So what do you mean when you— let me make sure I understand this. So you're saying this is amazing. But are you saying— what is— are you always consistently running this program? Is it a webinar?

Every month. And the brandingyouwithimpact.com.

Amazing, you guys. Look at this. Yes, yes. Or you could get it right off therichbrands.info at half day. Like, I just clicked it.

I love, love, love this. It is a great place to start. And if you work with somebody else in your business, both come, both come, because then you'll be able to share the thoughts and the language that you pick up. Literally, we look at the top 10 things people say that are wrong that they wish weren't wrong. Oh, we need better ways to say what we do. We're not getting credit for what makes us outstanding. We get the wrong people to our website. Hey, what kind of content will work with our target audience? You know, these are very, very common and let's call them issues, problems. And they, they all minimize or go away when you have clearly defined and languaged your brand. That's remarkable. But you know, get yourself in there.

Um, I, um, I didn't know that you were on Sharkpreneur. That's what Seth Green— I did the podcast for his wife, Rebecca, who's absolutely— I don't even know how to— like, her brand, I, I just love everything about her. Um, and I love Seth. I, I said to Seth the other day, I'm like, I may work for you, but I am a raving fan. Like, literally, I am a fan more than an employee because I absolutely love him.

So, you know, I didn't ever think I would witness that or be a recipient of it. But after about the first 3 and a half years of this last 10 years, people who had been through Brand Accelerator Mastery at Rich Brands and had created an umbrella brand— by the way, I said I was going to give you an example. And I want to give you that example. So, you know, let's hold on to that thought just for a moment, but literally hop on that half day out of their own free will and tell one thing about their experience going through the work of Impact Driven Branding. And they make it real for people and they love to do that. That's like, wow, I never, expected that, but it happens. So it's a blessing. Yeah. And what I want you to hear listening to this is, look, it's not intimidating. It is just a process. Branding is steps. It is just a process. And when you have access to it, when you know it, you can do it. You don't need a guru. All right.

I love it. I just put in the notes the half day. So that, um, so that I can—

November, I want to go in. The link is brandingyouwithimpact.com. That's the reg. Branding you, Y-O-U, with impact.com.

Oh, sorry, I put in the link, the, um, the one that's off your website, the info. Um, it's okay. I have—

okay, so now you clicked on it and it came up, so that is the landing page. So it all works.

I love it, I love it, I love it. Okay, so then you are a speaker.

So just make sure everyone's— Indeed. You can click on those little doolies there and download my one sheets, both the speaker one sheet and signature speeches, but also a media guest one sheet of those things that I talk about that I'm expert at and can literally bring perspective on or be on a panel or share with any business group, any group Frankly, any group that has vision of what they want to accomplish because a brand is a perception. I love it.

And then you have the Impact Brand Doctor podcast.

I do. I love, I love, I recorded 72 episodes and I don't record them right now, but I'm about to start again soon. And basically, I have people on and ask them, what did you struggle with in the beginning? You know, with your brand? And what do you struggle with now moving forward? What are roadblocks for you when you think about brand and branding? And then I speak to them and give them rich strategy nuggets that are take-home and help them. Yeah, I love that.

I don't know if I'm on Chrome, just to be transparent here. So I'm not sure if it's me or if it's you, but the button didn't work and I don't see the podcast here. So, but I can go find it. Not a problem, but I'm just an FYI.

Well, YouTube has a lot of them loaded. If you go to youtube.com and do Rich and do Impact Brand Doctor, Rich Kozak Impact Brand Doctor. Oh, here's the— Okay.

So hold on for a second. Okay. Let's just, it's so funny. You wouldn't believe I started incorporating because I'm doing it live anyways, like going out to different people's websites. I've had like, oh my God, my phone number hasn't been that number in 5 years, or oh no, I don't do that anymore. So, okay, so all of— so, okay, so I tend to scroll to the bottom to get to the social media because that just makes my life easier. I love that. I see your talks with Rich. I'm going to come back with that. Um, that was—

and then we put the 3 social media.

Wait, you're— so Rich Speaks, this button right here that we were talking about, it's its own navigation. Yeah, so it's all the way in the bottom. So you guys, if you want to go in the link, the button, but here, go to the bottom. And then— but I don't see any of your social media on your site. Maybe Contact and Connect.

The buttons are right above the calendar.

I just pointed that out. Oh, for the, um, for for social. Yeah, for social.

Wait, hold on, where did I even go? The calendar's at the bottom of the page.

Let me go back to home. Bottom. Okay, so a home page, bottom.

You just passed buttons. There they are.

Oh yeah, got it, you guys. Okay, see right here? Facebook, LinkedIn. Oh, I'm okay. Just— there's no time like now. My father said, just, just do it right then when you can. I'm connecting you with the no message. I am a LinkedIn, as you like, whisperer, queen, whatever you want to call it. Yeah, I do love my LinkedIn. Oh, you promoted this too? That's awesome. Wait, let me just take a second. I just— I love the, um— oh, it was 2 years ago too. Wow. Okay, so fun. Okay, sorry, it's such a small, crazy, amazing world that we have. I do enjoy your energy.

You have the wonder of a child and how you find joy in things. Oh, there you are on my LinkedIn page.

OK, I was on your LinkedIn page. I connected to you with no message. I love this. So next week, I have that 2-day SWOT event with 19 speakers. So it's a lot going on. But in November, you could count me in. And I just put that in writing so people know that I am going to do what I say. I will say one thing about my own personal— not brand, but my own personal intentions in life— is I have never started something that I, I never was on a board or a committee or anything without, um, it didn't, you know, stop or decide to get off unless my time came and I decided to get off at that time. And I'm proud of the fact that I have, uh, I, I've just— I'm so committed, you know, the true crime podcast. I haven't missed a recording since March. Going back, even with Seth, I think at the most of the 4, almost 4, almost 5 years I've worked with him, I literally maybe missed like 3 meetings. I like really— that's like the one thing, it's just like the one thing we have. But that's probably my mom. Okay, I want to go back to your website before we finish up. So everyone, I want to make sure I'm sharing the right tab, so you should see your book right now.

Yeah, and it's about your book. I mean, I have books, but we— when a brand is well-defined in the process of— we do a program that lasts about 3 months. It's individual days, about 7 days in a period of 3 months. And people, all of the work is done with them, for them, all of the languaging, all the 7 steps. And many times during that process, we name books. We create titles and subtitles of books for them as stakes in the ground for them to move their brand forward. And those books are congruent with what they must get credit for. Those books are congruent with the umbrella that overrides everything they do. So, I mentioned that I would give an example of an umbrella brand. Somebody that came to me and said, I do all these things. And, and I'll share with you the Umbrella brand. So, uh, it's interesting. It, it does have to do with health and longevity, but, um, uh, so it'll be even more fascinating to you. But a gentleman named Barry came to me and said, look, um, I don't, I don't really know what my brand— I don't know how to do this. I do a lot of things. Um, I lost my wife to lupus, and it made me wake up that I need to take it control of my own health. I started looking at alternative health modalities and realizing that what we're told, take a pill or pharmaceuticals or surgery, are not the only options. And I started looking at what else is out there, and I became fascinated at how we can literally own our own health in so many ways. We can shift our health style. We can make choices of what we eat, what we do, how we live. And So, I love to help people do that. And it's led me to Dr. Daniel Amen's brain training. So, I understand how we can strengthen our brain and literally have a better brain as we get older. Like, people don't even know. They think it's the opposite, you know. But no. But then, I got involved with a company that is the first nutraceutical company 15 years ago that helped put nutraceuticals in your body that help your body make its own stem cells. Because stem cells repair, rejuvenate. So you can manage your aging in that way. And then I have all— there are other things like there are companies that have hybrid mushrooms and the mushrooms are very, very efficacious against certain kinds of cancer. And you go like, you know, and he just keeps going. And you know what I do? Okay. Like, what's my brand? Having gone through Brand Accelerator Mastery. We named an umbrella brand for Barry, and the umbrella brand sounds like he says today, I'm the founder of the legacy brand Mindful Longevity. Renew, rejuvenate, revitalize holistic health mentoring that empowers lives.

That's an umbrella I am really excited.

It is the highest level impacts in a brand name. And so now when he says, so we were working with these mushrooms, they go, mushrooms? I thought you did brain training. You know, it's like, it's like, oh, that fits. Oh, that fits. And it is waiting for you, Adrienne. You, all of those things you do. From the, from the etiquette to the hosting to what you do with score to what you do with your nephews and nieces, which I don't know, but you must have some. Anyway, it's all part of the umbrella.

What's the umbrella? I'm gonna find out in November. I'm not sure of the date yet. When you load it up, I'm going. $97 is like a wonderful gift.

It's the all of us. November 8th, and it'll be, uh, that's a Wednesday. It's still the same.

No, that's not a November Wednesday.

It's either a Thursday or a Saturday that we do the half day. We do the half day, rock it back and forth Thursday and Saturday because some people have a full-time job and they're working on, you know, the brand they will become. Some people aren't working and this is work, so it's Thursday, but Saturday is for the people that have something to do all day, you know. So, and I love it, or their children are home on the weekend and so they get to come Thursday because then their children are in school, you know, so it doesn't matter.

Either way, I'll be there in November. I am really excited about this. You have opened my eyes, my ears, my head, actually my brain, my heart to understand what you do. Sheila Slick, the founder of Pod to Book, where you turn a podcast episode into a narrative story, which is what Unscripted Brilliance is. After— when I put this up, I'm going to, um, send you a chapter, your chapter, to see what you think, because what you shared is amazing. It's not conversational, it's actually your story written as a narrative, so it's pretty cool. She did a fantastic job, uh, with it. So, so getting rave reviews. Um, but I, I, I, I like— I can't wait to— it's weird because once we did that, now I'm like, every episode I'm like, oh, what's this gonna sound like? Like What's this going to read like? Like a chapter. And I have a feeling yours is going to be fantastic. So I'm excited about that. Thank you so much. So we're live. It's going to be turned into a podcast. I have so many questions. So November 8th, I put it in my calendar while we were talking because, as I said, my father always said, do it now. Or— and I have a little philosophy which I'll share. It's say yes to an opportunity and figure it out later.

So if someone registers like for October 11th and they can't come, they're already pre-registered for November 8th. Once you attend, you can re-attend. I've never charged people another time ever, even for the most expensive things we do. It's just part of my DNA. And I want people to be in the work. If it's their time and they get it and they're open to do branding right, I want them in the work. Even for some of our really expensive programs, I will allow them to make special arrangements if they need to. Just if they're supposed to be in the work, we get them in the work. And I'll tell you why. And I don't mind telling you. I hope you don't mind. When you start with the impacts that are in your heart, who put them there? I don't think you did. I think God did. So, when does branding become God's work? When you bake clarity into the brand focused on the impacts you truly want to make and clearly see making. I believe that's God's work. That's why I enjoy what I do all day long. It feels like love, Adrienne. It doesn't feel like work. Why does a guy who's my age, and we won't talk about my age because because I feel like I'm in my 40s, but I'm not. And I'm not done because I've got longevity on my side. Remember, it's like, and as long as God's got me here. But when people step into their purpose, their life takes on a whole new level of fulfilling. And when work is love, it's not work. So, you're listening to this. I pray that you achieve that. I pray you get there. It is a delightful feeling.

Does that help? I love it. I want to say when it's time. I feel like with everything, it is time. I'm 63 with the energy of a 12-year-old. But I'll tell you, it's because of donuts.

Wonder of a 12-year-old for sure. But yeah, you're definitely in the high energy category. It's the donuts.

It's the donuts. Just kidding around with it. Certainly partly the donuts anyway. I love talking about donuts more than I actually eat them, to be honest with you.

Well, you must have a high burn rate. That's okay.

I, uh, yeah, life is wonderful. I really love this conversation, so thank you so much. I'm gonna stay in touch with you, and I will let you know when this is going to air for, for reals. But, um, maybe it's because I have a 19-year-old daughter that I still stay young, because I have 42, 36, 30, and 19. I have—

nice. Wow, wow, you get to taste all the generations, don't you?

Exactly. And I feel like I'm 19 with her. It's crazy amazing. Anyways, thank you, thank you, thank you. I can't wait to see you. I will sign up. I'm really excited about it because I definitely, I definitely need this. So, so do you guys if you're watching, unless you're going to call Rich and he'll say, no, no, you're perfect, you don't need my class because you've got everything lined up, which I don't.

Chances are Rich will say, hmm, may I reflect, and then you listen.

It's okay. You know what, it's—

we're not after perfection. Okay, it's a hard thing, Rich.

It, you know, even with SCORE, when I would do rooms and, you know, just saying, you know, give me your 10-second elevator pitch, even that was hard. I was— I did a workshop, you know, live workshop on LinkedIn, and often I'll start after I do a little joking around and after I dance on stage, of course, I will start asking, you know, like, okay, someone just tell me what you do, introduce yourself. And I'm like shocked how many people just don't even have. If you, if you don't even have that AKA elevator pitch, we know, then your clarity is not that great either. So that's me. So thank you guys for listening. I really appreciate your watching listening. Click the links and have a great day. Rich, you are awesome.

Now is the time to define the brand you will become. And just remember it's clarity that's missing. So let's put it there. Thank you.

Wait, wait, wait, wait, wait, wait. Isn't it also because right now everyone is kind of going into their own business? What we're seeing, everyone's going, social media is the strongest it's ever been. And when I'm looking at it now, I probably could have gotten away with not being so clear 10 years ago. I really think I could have been. I think of all the clients in my life that weren't as clear as they could have been. But I think now and moving forward, we have to be. So the time is not just right for me, because when you said that, I'm like, yeah, this is my time. But I think it's all of our time. If you're in business, there's just so much out there. It's easy to get lost in the, in the mix, right? We're all little, little, little—

I think the focusing element is this: all of us, every one of us has the same opportunity. We're all made by the same creator. We are given gifts. We have— we're born with unlimited power, and then we find all kinds of reasons to hold ourselves back. Fear, what happened to us as kids, whatever, whatever. But we all have the same opportunity, and that is to make the most significant impact on others whose lives we touch with the gifts we've been given. If you stay focused on that, you'll avoid all the hogwash that is out there that stands for whatever people stand for. When things amount to nothing, Why waste your time? You know, you can waste your entire life bouncing around in social media. Why? Focus on why you're here. That's way better. It's way better for you. It honors your Creator, and it will build a more fulfilling life for you. So it's a choice: hogwash or significance. You decide.

Oh, what a way to end it. I love that. Your words gave me chills, which is interesting. Okay, thank you so much. I'm gonna end this stream now. Thank you guys for watching. I really appreciate it. Wait a second, I have to say my ending because we know Rich is brave because it does take a lot, Rich, to come on brave like live. And I just— a lot of people are like, no, no, I want to fill out a big form and have you know everything about me, and I want to know the questions before you start. So So I love that you didn't care, that you know your stuff so well, that you're brave, bold, not bald, but definitely brilliant. And I think I just fell in love. So thank you, Rich. I will talk to you later. We're definitely going to be in touch and you'll see me. Oh, are we live on camera November 8th? Yes, it's live on Zoom. Yes. Okay. And then I did see that pajamas were okay. So excellent. Thank you. It's your choice. Just kidding around. Thank you. All right. I'm going to end it right now.