Kelly Fedio: Mom Of Two Shares How She Built A Multi-Million Dollar Business On Amazon

Foreigners. Ryan Daniel Moran here. Welcome to Freedom Fastlane. Today we're going to be interviewing one of our own. Kelly Fidio is one of our standout tribe success stories. And Kelly is a mom of two. She has a legal background and a few years ago she decided she wanted a better life. She had always toyed with the idea of being an entrepreneur, had tried her hand at bunch of different things, but nothing had really clicked for her until we started working together. And Kelly in the last couple years has built a multimillion dollar business by launching good physical products using Amazon.com as her starting point. And now she's starting to pivot into some other channels as well. Kelly is absolutely killing it. I am really, really proud of her and I wanted to bring her on to talk a little bit about what, what has gotten her to the multimillion dollar level, what got her to that first all important hundred thousand dollars per month mark and where she plans to go next. Kelly's really honest in this interview about the fact that her business has grown bigger than what she really expected. And probably the thing that takes up the most amount of her brain power right now is deciding where to take that next. One of the things as entrepreneurs that we tend to ignore is this idea that there's always gotta be more, there's always gotta be the next thing. And part of that is really healthy. What I really admire about Kelly is the fact that she takes intention to pause and say, wait a minute, do I really want to do this piece of the business? Do I really want to implement that new cool strategy that I heard about? Does it really add to my life to do that? Because I'm in this for a better life. I'm not in this to be a slave to my business. I really admire that about Kelly and we talk about this on this interview. We, we also talk a lot about Amazon pay per click and how she leveraged that to get to her first hundred thousand dollars per month. We talk about fear and what it looks like and how to deal with that fear of losing it all. And we even talk about someone named Donald Trump. I think you'll enjoy my thoughts on that individual. Hey, by the way, you've heard me talk about the Tribe many different times. The Tribe is our incubator. It's our shark tank. It's where we teach people to be entrepreneurs, how to invent new products, how to bring products to the marketplace, how to leverage Amazon to get their businesses off the ground, get it to that million dollar point. We partner them with investors. If they need it. We put them into accountability groups. We cap it all off with a yearly summit where we bring in people who are just absolutely killing it to invest into our other students. We create retail relationships so that you can get your products out there as quickly as possible. It is our incubator for entrepreneurs because I believe that entrepreneurs are the way that we create the change that we want to see in the world. We put on a free presentation about how to get to that all important million dollar point@freedomfastlane.com million just sign up for that training class. You'll see the high level view of what it looks like to start the business, get it to the million dollar point, what it will take, how much work it will require, and exactly the steps that you need to start doing now in order to get started once again. That's@freedomfastlane.com million now let's go hang out with Kelly Fedio. Kelly Fedeo, welcome to Freedom Fast Lane. Thanks for hanging out with us.

Thanks, Ryan. It feels fantastic to be here. I'm quite honored.

Well, Kelly, you have had an amazing journey for the last two years or so and I know your life looked very differently than it looks now. I want to do it in reverse order. I'd like to hear a little bit about where your business is now and anything you're comfortable sharing about that business. And then I want to reverse engineer it. I want to see what your life looked like two years ago and talk about how we got to that point. And then we'll wrap up by talking about what's next for you. So first I want to hear where is the business now? Where are you taking it? And tell us as much as you feel comfortable sharing about the business that you've built.

Absolutely. Well, to get started, I would say now I really am poised at a crossroads. Where do I want to build an everlasting brand that's going to have, as you teach, rabid followers and build that out to something that's going to last for a long time or do I continue to increase and drive my cash flow? That's been a struggle for me, I would say over the past six to eight months is where I want to take it, where I want to pivot. Because the way I look at it, I've built a pretty incredible pseudo brand. I'm primarily using Amazon as a sales channel, but I'm now venturing off of that and slowly devoting more and more of my time to build what I would consider to be a sellable company. At some point that's where I'm headed now.

Is it fair to say I know you're past the million dollar level. I don't know if you're in the multi millions yet, but you're kind of, you're in the clear at this point. Your business is profitable, spitting off cash and it's more like you've got some flexibility to decide where this company is going to go next. Is that accurate to say?

That is accurate to say. And actually I love the way you just put that. So it's a good position to be in. I can't complain.

Yeah, we were talking beforehand. There's always challenges as an entrepreneur. You will always have money problems. You're either worried about where you're going to get it, how you're going to protect it, or how are you going to make sure you don't lose it. And when you're growing a business, it's the same thing. How do I make sales and now what do I do with myself? And it's an interesting pivot point. I want to address that in a couple minutes. But first, you did not have a multimillion dollar physical products business a couple of years ago. Your life, I think, correct me if I'm wrong, looked a little bit differently two years ago or so. Is that fair?

Just a tad.

Okay, tell us a little bit about that.

Well, I joined a popular Amazon training course called asm. Through yours, Trul.

And through the tribe, I met and collaborated with some wonderful people. And I really do credit a majority of my success to the folks that I've met within the tribe and under your leadership and mentorship as well. It's been life changing. So I thank you for that.

Yeah, thank you for the compliment.

And you know, some of those folks have gone on to create their own multimillion businesses, both within the context of selling products, physical products and brands on Amazon and off Amazon, but also just other business ventures. And it's been wonderful to just kind of grow in the ranks with them and continue to share and inspire one another and constantly using them as a measuring stick to which I try to live up to myself. So it's just been a great place to collaborate with folks and to really learn and grow and thrive, quite frankly. But yeah, just about a little over a year and a half ago, I was just getting started, so it's, it's pretty amazing. I'm pretty happy.

Well, all I really know about your background, it was some sort of a legal background, which I feel like I need to take a nap just thinking about Law and legal stuff.

Me too.

So tell us a little bit about what your life looked like a year and a half ago.

Well, a year and a half ago I was pretty much just dabbling in Internet marketing. I would say that I gave it about a year. I tried a lot of different things. I mean, pretty much chasing every shiny object that was out there. And, and when I kind of got exposed to the whole physical products world, that really intrigued me because I felt that it was a way that I could create a brand, but something that I didn't have to be necessarily public facing, which isn't something that I particularly enjoy. I mean, we all like being in the, in the limelight once in a while and I certainly have no fears of public speaking or, you know, sharing what I know, but I'd much rather kind of be behind the scenes and running my little empire and living my life with my family. That's really my dream. And so with the physical products based business, I felt that I could do that rather than trying to build a personal brand, which is what I kind of started out doing at first. And I just, I kind of was going in too many different directions. So prior to that I was a stay at home mom. Prior to that I practiced law for about 10 years. I was a civil litigator and it was a grind. I loved it. But after having children, just my whole focus and life changed. So I quickly realized that there were ways to make money working for home.

And here I am now going from I want to make money as a stay at home mom to I run a million dollar plus physical products business and I'm not sure if I need to sell it or grow it into the billion dollar sphere. Follow the Sarah Blakely from Spanx model. That's kind of a big change, right? I mean, most stay at home moms, and forgive me if this sounds like I'm patronizing, but the typical stay at home mom who wants to work from home would say 25, 30 bucks an hour. Sounds pretty cool. You just went and built a million dollar business. So that had to kind of challenge some beliefs or challenge some, some limiting ideas of what you thought was possible. Did you run into any of that and has it exceeded your expectations and what has that done to your brain and your mindset? I know that's a meaty question.

It is. And it's, it's all of the above. And I still str with that on a daily basis. Ryan. But the bottom line is that for several years after stopping working as an attorney, that was Quite a lifestyle shift going from two incomes to one. And I really was very fortunate to be able to enjoy those formative years with my children. I mean, they're still young, they're 9 and 12 years old, but being able to be with them for every little moment, being able to volunteer at school, do all of those types of things, was very rewarding. And I found that that was enough to fulfill me. But financially we weren't as a family building our wealth or getting ahead. And I always knew that someday I would find my thing. I would find some way that I could really contribute to the wealth of our family besides just the income of my husband. And I have been bound and determined ever since to now pretty much work my tail off for the next 10 years to build a life and a legacy for my children and do something that I can enjoy and I thoroughly enjoy every single day in this business. So that to me is priceless.

From what I know about your business, I know you've crossed that all important $100,000 a month threshold. I don't know if that's stable or what level it's at, but I want to talk about the build up to that process. My understanding is you did quite a bit with some paid traffic sources. And I think it's specifically Amazon pay per click that I've had people tell me that everything they knew about Amazon pay per Click they learned from Kelly Fidio. So I'd like to hear what were the major things that you focused on when building up to that first hundred thousand per month?

Well, in large part it was just a relentless pursuit of trying to rank my products within the Amazon, you know, environment. And that, you know, at present has become a lot more daunting. And you know, there's still tools out there that work very well. I attribute my initial success in launching to a service called Zongblast that was very instrumental in me kind of making my mark. But after a while the landscape and the competition just flooded on Amazon. And so to stay ahead, I knew I needed other competitive advantages. So I pretty much enslave myself to learning Amazon sponsored ad platform Amazon pay per click. And I really do think that that has really allowed me to maintain my competitive edge and also, you know, slowly but surely starting to outsource some of the more tedious tasks in my business. I still pretty much consider myself to be a one woman show, but I do have a right hand person and she's growing into the role of operations manager and so that's allowed me time. Now to, you know, look to other opportunities and to keep it growing. So you know, you had asked about the income figures on a monthly level. They stay stable. I've had some of my best sales days ever these last few days. You know, I'm doing over 2,700 units a day, so I can't complain. It's going quite well.

Yeah, congratulations. Tell me a little bit about the Amazon pay per click process because the old way of doing things, of just blasting things to high heaven still has its place. But I agree that there needs to be a more concerted effort in order to establish yourself now. And you've done that with pay per click. What specifically has driven that? Is it just pure aggressiveness, being willing to lose money, or is it some strategic advantage that you have of really understanding the platform? What has given you the advantage by using Amazon pay per click as your superpower?

That's a great question. And I think a lot of people look at pay per click or any other form of trying to have success on Amazon as being a purely tactical thing and a silver bullet. And pay per click is not any of those. I like to tell people that I'm consulting with that in order to convert you have to have a good converting listing. It doesn't matter how much ad spend you throw at it. We all know that Amazon is query based and so search term ranking is really where it's at. Unless you really want to devote your time to driving outside traffic, which is now my focus. But I basically went after it balls to the wall, just super aggressive and learned everything I could and did a lot of monitoring and analyzing and that's really what it takes is just to know your numbers and to know what's converting and what's not working and to really devote that time. Now fortunately there are some software tools out there that are coming out. I'm not ready to recommend any specific one, but that help you with analyzing the data. And you know, I'm in talks with some folks to start developing something, you know, a little bit more automated. But it really does take a human eye to be able to analyze the data and to know what to do with it.

What would you recommend that most people pay attention to when they're looking at their data? Are you looking at mostly conversion rate? Are you looking at overall spend? I self admittedly do not manage this on my team. So you can talk to me like an idiot because I am.

Well I would say that the first thing that I like to look at is just what's converting before I even look at the conversion rate, I like to look at what's actually converting in terms of keywords and then after that try to optimize that so that it's profitable. But I'm not looking, nor do I preach for anybody to look to make money with pay per click itself. It's driving your organic rankings. That's where most of your sales are going to be made, not through pay per click advertising.

Cool. So are you okay losing money on the pay per click side in order to drive up rankings?

Absolutely, and I do it all the time. But I'm proud to say that my overall account level is below break even and that's what I always strive to have. But I have no problem with losing money to not only drive rankings, but to maintain my rankings against competitors.

They below break even or they're above break even?

Below break even.

Oh, wow. And you're cool with that? Like on a, like across the board, you're okay being at. Oh, I see what you're saying. The overall costs are below break even. Okay, so you're. You're just profitable, barely profitable in order to maintain your spend on Amazon, is that right?

Exactly. Although like I said, the organic rankings is really what I see as being the main reason for putting this type of effort in.

Do you experiment with any other pay per click channels or do you mostly just go with Amazon?

I have experimented with it all. So I am a. What's the term? A master of nothing. But.

I basically, I've tried every traffic source out there. I've tried Pinterest, I've tried Facebook, I've tried Google, and I haven't quite nailed that yet. What I'd like to do is I have somebody that's running that traffic for me, just doing some testing and I'm also doing some SEO. So I'm just dabbling right now in a few different things because I think that there is a point where you do maximize, obviously your traffic within Amazon. And I'm at that point now where my things are so highly optimized and my campaigns, I've scaled those to the extent that, which I feel like I've maximized the traffic within that platform. So I dabble with driving traffic not only to Amazon, but to my own website as well.

Yeah, great. So I've experienced personally where something is just completely bombing, not working at all on a different platform. But then as soon as I change something on the listing, like I could bump those conversions up. Like you said, you have to have the conversions there as soon as that switch is made I'm able to make Google work, Bing work, I can make Amazon pay per click work. And all of a sudden we've got a completely new business because you're, you can actually profitably buy ads, which changes everything. But I could nerd out on you about that all day. What I want to hear about is, okay, you, so you've built it up through organic rankings and using pay per click. Now you're at this point where I think you said you're doing 2700 units a day, which is phenomenal. And gosh, that's almost a million units a year.

That's this week. That's this week, Ryan. It is Monday.

Okay. It's still awesome. It makes me excited for you. So based on that, I know you're navigating the waters of where to go next.

How do you position this company? Do you sell it, do you grow it, do you automate it? And I'd like to hear more about your thought process, about how you're making those decisions and how it is that you're navigating kind of the next transition in your business.

Well, right now I'm really having to do some deep soul searching because my brand that I've created is, I represent it as a lifestyle brand and I want to be able to live this lifestyle that I'm preaching. So, you know, a little bit of everything, to be quite honest, a little bit of automating and training others to take over some of the day to day tasks. Also expansion, expanding my sources of cash flow. I am really firmly entrenched in Amazon. I actually have cultivated a relationship with folks that work at Amazon and I'm actually going to be going to the Strategic Sellers conference in June.

Great.

So I have a sense of security with Amazon. I guess that's, you know, most people don't have. And I'm not a doomsdayer when it comes to Amazon. You know that the sky's gonna fall and we're all gonna be kicked off or the Chinese manufacturers are all gonna come in and sell direct. Do I think that those things could happen? Absolutely. But I certainly don't think they're gonna happen in the next two or three years. So I'm gonna agreed. I'm gonna work as hard as I can to maximize my profits on that platform. While I'm spending slowly in the wings, building the business outside and you know, I've got my external channels, I am working with a design firm now to come up with some unique and innovative products, potentially patentable products. I'm going to be expanding internationally with Amazon's FBA centers in the eu. So even though I'm taking on a lot more, I see that the returns on those time and financial investments will. Will hopefully compound and allow me to then really see the light as to is this a company that I want to sell in a couple years? Is this a company that I want to completely outsource and continue to run and use the cash flow to invest wisely and build my wealth that way? I mean, right now it's just kind of an open playing field and I'm kind of hedging my bets.

What is the ultimate goal? And that's not the right word, but more like.

What is the driver or the.

End point? It sounds to me like maybe that's not in place and that causes a little bit of confusion around where to pivot. And forgive me for getting personal with you, I'm just curious if you know where that end point is and if you're driving towards something or if it's still like, I've got this thing that's working and I'm not really sure where it's going to take me, but I'm going to work like hell and then I'm going to be able to see the next step. Which one is it?

I think it's the latter.

I'm going to work like hell and the path will illuminate itself.

Yes. I mean, I have a certain trajectory that I'm following and I'm leaning towards the sellable business.

But bottom line, what drives me, Ryan, is to create wealth for my family. I want to retire in 10 years, whether that means actually physically being off on an island somewhere and working a little bit for my laptop. But I want to be able to have the peace of mind to know that the financial well being of my family for the next generation is well taken care of. That's what drives me. And I will follow any path that gets me there with the least resistance.

Yeah. So would you agree that the business that you've built is more the vehicle towards that than saying it's your life's mission? Has it been more? A few years ago you said, I want to make leave a legacy for my children, I want to have wealth for my family, and whatever vehicle will get me there is an okay vehicle for me, or is it more strategic, like, I'm gonna build a business no matter what because I'm called to be an entrepreneur?

I think it's a little bit of both, if that's fair to say. Yeah, I think so, yeah, absolutely. It's both. I mean, you know, I can't deny that I do have pride in what I've built, and the fact that I do it from my kitchen table on most days is, you know, it's definitely something to be proud of. And I hope that I can be an example to other, especially women. I don't think we hear enough from the women in this particular business model and moms and dads that are perhaps still working their corporate jobs, like my husband. Fortunately, my husband has a career that he loves, but he and I do have the desire to build another company. We have another company. We just haven't really gotten it off the ground yet to really pursue a whole other brand that we're very passionate about around surfing, because that's what our family is very passionate about. Yeah. So it's, you know, I just feel like I've got so many options in front of me, and I might sound a little bit disorganized, but I know that my, my, my overall goal will, will drive me to the right path.

Kelly, if you are disorganized, you're in good company among a great number of entrepreneurs. I think that's what. What. There's something in our wiring that makes it that. I think you're probably more organized than most.

I appreciate that.

If it's okay with you, I just kind of want to pretend like we're not recording for a second and just hang out with you for a second because I feel. I get this sense about you that I think most entrepreneurs feel, but they don't talk about. And it's that we sometimes have a big success and we outgrow our, our self image or we outgrow what we thought was possible. And for some reason, and I don't know what it is, I should probably call Jesse Elder and ask him and make it a podcast. But. But there's this sense of once I've passed what I was shooting for, I feel like I need to know where I'm going next in order to feel like I'm doing anything productive. And there's times I wish that I could just turn that off and appreciate more where I am. And I self admittedly struggle with that. Of having a business at $10 million a year has passed what I originally thought it would, but I still want to own the Cleveland Indians, but I don't know what that next step is. And that's just me kind of hanging out with you, but I feel like you express that and most people aren't willing to Talk about that feeling of I've got this successful thing, but now what the heck? And it's okay. I think you're probably ahead of most people on this of being okay not knowing, but knowing that you want to go bigger so you're working like hell to plant those seeds to see what sprouts in the next six months.

I couldn't have said it any better myself. Very eloquently put.

Ryan, let me ask you a question based on that, because I know something that goes hand in hand in this is do you ever worry about it all going away?

Absolutely. Every day.

Tell me more.

Well, it's just I think it goes back to what you just mentioned about building something that's exceeded your expectations so you still spend some of your time in disbelief rather than rejoicing and enjoying it. And you know, to be honest, I can't remember the last time that I really rejoiced and lived the moment and celebrated the successes versus just worrying about maintaining it. And that's something that I'm working on. I'm struggling. And one book that's really helped me out, it's actually a book that you gave to me at the Next Level conference by Gary Keller. The one thing is I'm constantly trying to overcome the overwhelm.

That's where I'm at. I'm a type A personality as it is, maybe even a little ocd. I don't have any problem admitting that. So that's just in my nature and my personality and But I think the one thing that I take from my legal career is always analyzing just a heap load of information and always wanting to know the next thing that's out there and want to learn it and know about it and know if it's something that might fit within my business and personal life. And so that insatiable desire to acquire that knowledge and to absorb it, analyze it and then implement it is really my Achilles heel. Oftentimes.

Yeah, forgive me for plugging someone else's podcast on this topic, but there's a great episode on Self Made man, which is Mike Dillard's podcast where he interviews a happiness not a psychologist, but somebody who researched happiness. And basically they found that the brain is it evolved in order to solve problems, but it has to look for problems to solve. So that's how we stayed alive. So even as an entrepreneur who runs a million dollar business or a multi million dollar business, there's it takes this practice of learning how to not see threats everywhere and in some way it gives us a Strategic advantage. It makes me a really good risk player and a really good monopoly player because I'm already always looking for those. Those threats, but in. And it makes me a good business person, but it also makes me. It makes me see threats that might not be there to worry about things that haven't happened yet. And I personally don't know what, like, how to navigate that yet. So I share in kind of what you're expressing, and I actually appreciate you being open about it. And.

I think your approach of, I'm gonna work my way into the next level, even though I don't know what that looks like, is a healthy approach order to deal with that gap. So I want to personally thank you for being open about that.

I appreciate that. And I honestly. That's one thing that I can say is I am honest with myself about that. And, you know, I'm not ashamed of it. So I'm more than happy to share that here today.

I'm curious to ask you about the day you retire. You want to retire in 10 years, whether that be because you've had a business that made a few million dollars and put it into your bank account and you invested it, and now you live on a million dollars a year, or you sold this company for $50 million and now you can just do whatever the heck you want. What do you envision your day or your life looking like if that were to happen? And I ask this because I have no idea what I would do, because I only know how to be an entrepreneur. You came into this as a much more. You were a few years older than me when I started. I was like nine years old when I started. I might have still been a fetus. And you came in with a strategic plan. You kind of were like, I'm gonna work like hell for 10 years. I'm gonna leave a legacy for my family, and then I'm gonna move on. And that's a very different mindset than what I have. So what does your life look like when you hit that pay dirt and you can say, I'm done, or are you still wondering what that looks like?

Well, I know one of the things on the top of that list is travel. I've got a huge desire to travel the world. And obviously, when you have young children, I mean, we've done a little bit of traveling, but to the extent that my husband and I want to. I want to have my kids, they still want to pursue a traditional education, which I understand. So I want them to basically be able to go whatever college they want and enjoy the college life and hopefully learn a thing or two. And, you know, mommy and Daddy will be off vacationing and we'll have a home base where we'll get together for when they come home from school. And basically at that time, if I still have the business, if my kids want to take it over, I would love it. Right now, they have absolutely no desire. They think what I do is rather boring.

So I'm going to take one long vacation, Ryan. Let's put it that way.

Cool. So tell me about balancing both being a mom who is. Spends time with her kids and is present with her kids and also runs a very successful business mostly by herself. How do you manage that? And do you ever feel guilty spending time in one or the other? Meaning are you ever with your kids going, I really should be working, and then vice versa, working me like, I really wish I was with my kids. How do you manage that? Does that ever come up for you?

It comes up daily. And you put it very succinctly there. I have to say that whenever I do feel guilt, because I tend to feel that I'm. My mind is more focused on business a lot of the time than it should be, especially when I'm at, like, a surfing competition or doing something with my family, my mind is still always kind of on business. But then I have to remind myself that basically the first eight years of their life, I was in mom mode 100% all of the time. And at that time, my husband, his career at that time was also a lot more demanding in terms of the geographical area that he had to cover, and he was not around. And now we've recently, within last year, relocated to Redondo Beach, California, and we live a couple blocks from the beach. And his work schedule is a lot more manageable. And so he has really kind of stepped up and been able to spend all the time with them now that he wasn't able to back when they were really little. So our roles are kind of reversed a little bit. I still handle everything that comes with the household, everything from cooking and shopping and cleaning and finances and all of that. But I'm really able to work this in and for it to be a manageable part of our lives. So I'm very, very grateful for that.

You mentioned women in business and how you feel like there needs to be more of either an outspokenness of women in this industry or at least more encouragement for women to succeed there. And I'd like for you to talk about what the heck your friends say. About the business that you have. And do they even know that it's been this successful?

You know what? I'm pretty sure, you know, closed off in that respect. People ask what I do, and when you kind of explain it to them, oh, I, you know, I sell stuff online, basically, is what I tell them, and they just don't quite get it, you know. So I would have to say that I've become a lot closer to the folks that I've met through this business. And I consider those friendships to be the place that I can share this kind of stuff with my friends that are outside of this world. You know, we really tend to not get into it too much. It's just. It's just something that. It's difficult. We live and breathe this stuff every day. And, you know, most moms I know, quite frankly, are, you know, they might be working, but they just don't have the entrepreneurial mindset. And there's nothing wrong with that. But, you know, I'm just on a different trajectory right now. And it's. So it can be hard to relate at times.

I would say, okay, that's fair. Tell me about the.

In the business, when you're scaling up and you're using pay per click and your ranking for these keywords, I'd say, you know, I've said fairly publicly, I think that stage one, I think that stage one of the businesses is getting it ranked, getting Amazon turned on, or Amazon pay per click turned on, getting your conversions up. Being at that point where you can scale up to 100,000amonth, you've gone beyond that. You've got. You're having some of the best sales days you've ever had. Are there any other major leverage points that you started to pull after you had. After you were in the clear, you were profitable, you're maintaining your rankings. Was there anything you did differently in order to go from that point where you're doing okay to now you've got a breakthrough business and.

You'Re just killing it? Was there anything that you added in there or was it just more of the same stacked on top of one another in order to get to the point where you are now a little bit of both.

And I would say that I'm now finding a lot more value in attending live events and networking and hearing from other people on how they're growing. And to me, that's the hugest leverage point. I mean, I can sit here and learn new tactics every day and, you know, I'm kind of done with that. I don't need any more tactics. I know the formula, like you said, and it's time now to really branch out and.

Go that next step. And I've taken certain measures to get there, don't get me wrong. I mean, I do focus quite a bit of my time on these other things, but I think that there's still a lot for me to learn. And so, you know, I'm just looking forward to the next challenge.

And when you say next challenge, is that the next breakthrough that you have that grows the business?

Yes, exactly, exactly. You know, like I said, I'm working with a design firm now to start developing some unique products, very unique products that could potentially be patentable. And that's not going to be something that happens in a couple months. I mean, we're talking a few years plan. And so I really want to start putting my heart and soul into that and building the brand. And if I find that I'm going against the grain, that it's just not something that's working, then I'll pivot then. But I've got to give it a fair shot.

Tell me a little bit about that. Because that is a common pivot point for entrepreneurs. Once they have their cash flow position taken care of, there is a desire to go do something really different in the marketplace. We call that a disruptor. Tell me a bit about how that process has been different than the buildup of cash flow. What was different about you going in and looking at maybe some new cool things you could do in the, in the business rather than just seeing what would sell and selling that.

It's refreshing as hell for one thing.

Tell me why.

Just because you just, you do, you get very complacent and very, just kind of numb to the, you know, that being, being in the Amazon atmosphere is so much different than, I like to say, the real world retail atmosphere. And one of these days I would like to have one of my products on a retail storefront. And I know that can't happen with the types of products I sell now. And I make no bones about that. I think so many people that are selling on Amazon are trying to fit a square peg in a round hole and the products aren't just going to lend themselves to.

Building a huge brand and something that can be on a retail shelf. So it's been very refreshing and I'm just at the beginning of that journey and I'm really looking forward to it. And we've got some ideas, my husband and I, for our other company as well, to come up with some new and innovative products. So we're just getting started.

Very cool. Congrats on that. Kelly, I want to ask you a few standardized questions that I'd like to get your feedback on. Can you tell me three to five books that you've read in the last 10 years that have had a measurable impact on your life?

Well, I mentioned earlier the one thing by Gary Keller that's something that I kind of go back to from time to time. And more recently lately, Another dad that really. Another dad. Another book that was really impactful for me was Rich Dad, Poor Dad. That was probably one of the first books that, that I read.

And that still haunts me a little bit because even though I don't come from a super traditional background and that my parents were super successful professionals, they still ingrained in me, going to school, getting a good education, and that was the road to success. And as I started out in my legal career, when I realized how much money that I was actually going to be making for the time Blood, Sweat and tears I was putting in, it didn't really seem to be the road to success for me. And you know, to be quite honest, I can't even come up with any other books right now that I've read recently because I haven't been doing a lot of reading, which is terrible. I'm a podcast person.

So we got to work on your E Point. For those of you who are familiar with the Tribe 5, we've got to work on your daily E Point. Kelly, tell me, what does the word capitalism mean to you?

Freedom. The freedom to do and to. And to contribute to society and to not be penalized for it.

Very cool. I agree. Are there any thought leaders, CEOs or business leaders that you find particularly compelling right now?

Oh, boy. I don't know if I want to get into this. I might get into some political.

Oh, let's do it. Let's go. Bring in Califidio.

I have to say, talking about the. The up and coming presidential election, I am a Trump fan. I love the fact that he's not a career politician. I love what he's done in business. And I think talk about having a disruptor, it's just something that I really hold out hope that he will come into office, but I hope I don't get any hate mail after this.

So I am not a Trump fan.

We could talk about that. But. But I am very. I have found myself just absolutely fascinated with the process through which he has built up the following in order to have critical Mass to do something like run for president. So I, from a political standpoint, am not a Trump supporter, but have found a lot of really compelling business lessons in just watching the entire process roll out. And I feel kind of stupid because I thought that there was no way that this was going to happen. But I have actually found business and life lessons in just watching it, watching it play out.

Me as well. It's been very fascinating to watch indeed.

Are there any other business leaders or entrepreneurs or thinkers that you follow?

Ryan Moran?

I like this answer.

I'm a big Mike Dillard fan. I actually, you know, I probably got on one of his email lists, oh, gosh, way back when, when I first got started. And I dabbled, I'm ashamed to admit, but I dabbled in network marketing for a small time period. And so, you know, and I recently listened to his interview on your podcast, so I really have huge admiration for him as well.

And finally, tell us a little bit about your experience in the tribe. I know that there's everybody kind of has a different story of what they experienced there. And there's also people on the outside who don't quite know what happens on the inside. And you were, you were, you've gone from probably not having any idea what you were in for to coming in, going through some coaching calls with me, building this business, getting plugged in with movers and shakers. And now you're one of our faculty that has made content for our boot camp. So would you share a little bit about your experience inside?

Well, as you just mentioned, getting plugged in with the movers and shakers, I mean, there is, you know, I'm in a lot of online communities and there's really not a lot out there that can compare to the tribe.

The openness with which folks share ideas and collaborate. And like I said at the beginning of the interview, that's where I've met the folks that I attribute so much of my success to because of the masterminding that we've done together. And there's just something magical that you did about forming this community and growing it to the level that you have that just is very unique, I think.

Well, Kelly, thank you so much for the kind words. Thank you for sharing your success. Thanks for hanging out with us here at Freedom Fast Lane. Keep on keeping on and keep on changing the world. I appreciate you. Thank you.

Thank you, Ryan.

I am so ridiculously proud of what Kelly has done and how she's helping other people enjoy success as well. Kelly is one of our instructors inside of the tribe. She teaches some of her pay per click strategies and she's active in the community over at the tribe. Hey, if you're listening to this episode and you're going, how the heck do people do this? How the heck do people get started? We put on a free class over@freedomfastlane.com million that will show you my strategy for building a million dollar business in as little as 12 months. I go through the examples of businesses that I have built. I have gone through all of the different tactics and strategies that you'll need in order to build that foundation. I believe that entrepreneurship is the way that we create change in individuals, in families, in communities and the world. So it's my mission to inspire, educate and empower people to be creative entrepreneurs and to live extraordinary lives. And that's why we teach this stuff. So if you're listening to this going, how the heck do people do this? And how do I, how do I have the same type of results? I can show you the entire blueprint for building a business that is both scalable, sellable and has the potential to change your life and your entire family tree. Just sign up for the free training class over@freedomfastlane.com million. As always, if you enjoyed this episode, please share it with someone that you think would find value in it. I appreciate you and I'll see on the next episode of Freedom Fastlane.