Lisa Nichols┃Why Your Story Is Your Greatest Competitive Advantage

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Moto Casino, America's social casino. People make millions selling the sizzle when the steak ain't even that good. You got one job, Lisa. Make it sizzle and then make it good. And so I've created a life of selling integrity-based selling, transformational selling, right? Heart-centered selling. And then make sure that what they, what they say yes to is even better than they thought.

What if your greatest competitive advantage isn't your business strategy but your story? Today I sit down with bestselling author, entrepreneur, and world-renowned speaker Lisa Nichols to explore how confidence, authentic communication, and purpose-driven selling can transform your business. From overcoming self-doubt to building movements instead of simply making sales, Lisa shares What It Really Takes to Become Unforgettable.

And I'm absolutely thrilled to be here today with none other than Lisa Nichols. Welcome, Lisa.

Thank you so much for having me. I'm honored to be here.

Oh, we are absolutely thrilled. So I'm going to share your bio and then we'll jump right into the conversation. Sound good?

Sounds wonderful.

Okay, so Lisa Nichols is a globally recognized speaker, coach, and empowerment leader known for her transformative approach to personal and professional success. Rising from a struggling single mother on public assistance to the CEO of a multi-million dollar company, she has inspired millions through her company Motivating the Masses, which delivers life-changing programs that help individuals and businesses reach their full potential. As a best-selling author and key contributor to The Secret, which has sold over 35 million copies, Lisa has captivated audiences on platforms such as Oprah, Larry King Live, The Today Show, Dr. Phil, Steve Harvey, and Tamron Hall. She also made history on Broadway with a sold-out one-woman show that showcased her powerful storytelling and stage presence. Beyond her work in personal development, Lisa has made a lasting impact through her nonprofit, Motivating the Teen Spirit, which has helped over 270,000 teens, prevented thousands of suicides, and reunited families. Honored with numerous awards, including the Humanitarian Award from South Africa and the Heart of Learning Award, her influence continues to grow. Lisa lives in Los Angeles with her husband and children. Came forward, her mission to ignite the human spirit. Wow. Okay, so, you know, I always hesitate to, you know, ask someone to sort of encapsulate your origin story in just a couple minutes, but we do have a lot to cover today, so I am going to ask you to do it. But maybe we can highlight maybe a pivotal moment. So I know you've said before that your story isn't just about survival, but it's really about transformation. And, uh, You know, I wonder if you could talk about that one pivotal moment, not maybe the kind of way we describe it in our bio, but that one that really hurt or scared you and made you just about to hang it up, but you kept going. And that led to who you are today and the incredible impact you have on millions around the world. So I wonder if there's something like that you could share with us just so people get a sense of who you are and where you came from.

Yes. So Lots of those.

Yeah, I'm sure.

Um, and the condensed version of one moment, um, which I share— I've shared before because it was, it's, it was that, that decision. And that was when my son was 8 months old and I ran out of Pampers and I went to the ATM to get $20 out. And it said insufficient funds, uh, balance $11.42. And, uh, in that moment I realized that I had a problem. My son was out of Pampers and I didn't have the money to get him Pampers. Uh, I went to 7-Eleven and I asked, can I buy 4 Pampers and not the box, hoping that the limited funds that I had— I think I had probably about $15 on me, $14 on me— could get a few Pampers, and versus the box that was $21 that I, I didn't have enough for. And I remember going home because they wouldn't sell me the Pampers individually. I wrapped my son Jelani in a series of towels. And I felt like at the moment, at that moment, Dr. Fleet, that that was my rock bottom. And I cried for day 1. And on day 2, I remember putting my stomach on— my hand on Jelani's little stomach. Laying on his back. And while I knew he couldn't understand me, I needed him to hear me. And more than that, I needed to hear myself tell my son, "Mommy will never be this broke or broken again." Something happened in that moment. I was willing to confront my fears, my hesitations, my judgments, my traditional limitations that were attached to my faith, to my culture, or to my gender. In that moment, Fleet, I was willing to forfeit everything that I've ever learned that stood in the way of who I could become. I was willing to confront anything that would cause me to be here at this uncomfortable moment, this broke and this broken again. And so that was the moment when I wasn't attached to anything that was formerly Lisa. And as a woman, as a Black woman, as a Christian woman, as a single mom, as a whatever label you want to put me on, I wasn't attached to it. I was willing to forfeit any label and what that label calls me to not be in order to become— dot, dot, dot.

Wow, wow, it's incredibly powerful. And, um, it's amazing, um, when you get the opportunity to meet or know really successful people personally and you realize there's a powerful moment like that in almost everyone's life.

And So, um, and if I could just add this, that powerful moment doesn't come with confetti and balloons, right?

Exactly.

The powerful moment is the wounded healer's journey. It's the moment of so much pain or so much darkness that we want to rebirth ourselves so that not only do we not touch it again, but we can help others. I just have to add that.

Sorry.

Yeah. Well, I'm so, so We're all so blessed that you made that decision, you know. And, you know, putting yourself out there and creating a business, uh, we're selling, we're marketing. And, uh, you know, we can't really be in business if we're not willing to sell. And selling kind of gets a bad rap, but it's really just about bringing value to the world and bringing it into the way in which people understand the value and appreciate the value. And, and a lot of it has to do with our own value. And valuing ourselves. And you've said that, you know, you can't really sell if you don't value yourself and develop that self-worth so that your message is a roar, not a whisper, not a whimper, right? And so I wonder how, you know, starting off as a single mother who was in the situation you described to us, how you developed that faith in yourself, that belief in yourself and the self-worth to put yourself out there in the way that you have. I mean, you are the product of the Lisa Nichols business, right? It's your message, it's your— I am watching it, your inspiration, and you've had to put yourself out there again and again and again. So how have you developed that sense of self-worth and confidence? And I'm sure it wasn't a one-stop deal, or it's a journey, but if you could describe it a little bit.

Yeah, so first of all, I have to thank you for that question. I love it because I not only hated sales, I was mortified of sales. I was horrific at sales, and I avoided selling. For years as an entrepreneur, and I realized that I was going to have a big passion and very low results had I not figured out how to build the muscle of invitation. So first, I want to give the distinction of what sales is in this formula. So if you're in transformation or if you're in personal development or if you're in the business of helping people's lives in whatever way that is, whether it's technology, whether it's mechanics, whether it's mindset, whether it's physicality, then to me— and press replay on this several times until you can write this definition down— not because I think it's so wise because I'm saying it, it's because it turned everything around for me. Because I was— I'm the product of what I needed and what I created. Like you said, sales For me, is creating such a new possibility in someone's life that it causes them to take radical action to create change. Sales is creating such a new possibility, opening up such a new possibility in someone's life that they're willing to take radical action, mean purchase from you to open up a new opportunity in their own lives. And when I got it like that, like, hold on, let me create the possibility so big, so powerful in your life that you're willing to take radical action, put your credit card down, swipe your credit card for what's possible on the other side. And then what Suzanne dePasse said to me, the former president of Motown Records, she said, People make millions selling the sizzle when the steak ain't even that good. You got one job, Lisa. Make it sizzle and then make it good. And so I've created a life of selling integrity-based selling, transformational selling, right? Heart-centered selling. And then make sure that what they, what they say yes to is even better than they thought. And so I say all that, sorry, You, you asked me for the details and I had to so get the mindset down. I had to get the mindset to transformational sell, integrity-based sell. I had to do that by proving to myself over and over and over again that I can create the outcome that I promise. So when you talk about the worthiness to sell, to me, reverse engineer it and create the outcome so many times that now selling to the outcome becomes easier. I know that I can produce the outcome in people's life. Now, what I did initially was I produced the outcome for free. I needed to do that. I produced the outcome for free, and then I saw the evidence of what I was offering, and then I simply changed it from free to fee. But I already had the evidence in the world that I could do that. So that helped my worth. I didn't want to sell possibility and theory without evidence. For me, I needed to be sold out on the change that I'm making, not sold out on the program. The program is the process. The outcome, that's the magic. So when I saw enough people's lives changing on the other side of the program, Then I was sold out on the program because I saw the outcome. So I say, become, become sold out on what you are offering because you saw the outcome. Even if you have to give the outcome for free one or two times, that conviction is contagious. And my conviction was contagious, and my certainty of the outcome was so contagious that it opened up such a possibility in people's lives that they took radical action. That's the credit card sliding. They took radical action to buy that outcome.

And, and the next step, hopefully they'll take radical action to actually do the work and get to that same outcome. And you are— your life is the proof of concept here. Your life. I mean, you've been able to create it for others. That's the second proof of concept. But the first proof of concept is your life.

Yeah.

Yeah.

That's— that is so What you said, uh, Moto Casino, America's Social Casino.

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I'm gonna go back to the transcripts of this interview and I'm gonna write that down. I'm gonna frame it and put it up on my wall.

Yeah.

'Cause that's so powerful. That is really the essence of everything. So what, what, you know, a lot of entrepreneurs, I'm sure we have a lot of entrepreneurs in our audience who, maybe there's some natural salespeople in our audience, but I'm sure there's some folks out there that struggle with marketing, struggle with sales. They just, they're focused on creating a great product or service and they wish somebody else would sell it for 'em. But, you know, that, that often doesn't work so well. And so, and, you know, often when they, when we do put ourselves out there, then we struggle with the imposter syndrome and all that kind of stuff. So what can they do on a daily basis to kind of build it? I think you were already describing it, but how can they build that on a daily basis?

Yeah.

Not give into that imposter syndrome and not give into the idea that selling is, that there's something wrong about selling. Yeah.

Yeah. God, I love these questions. This is like the juice of, of what keeps the wheels churning to keep your gift giving, to keep your contribution becoming available. This is the, this is the engine, you know. So often we spend so much time building the body of the, of the machine, making sure that the website is glossy, which we need, making sure that the, the video is right. Which we need, but the engine is sales. It's marketing. It's the oil, the engine. It's the, it's the thing. And it took me enough years in business struggling without this, without this being my focus, to understand that this needs to be a major part of the equation. So I appreciate this conversation. It's a responsible conversation. And while most of us in this industry, we want to focus on the technique, we want to focus on the program, we want to focus on the layout, we want to focus on the things that's in our jam, that's in our wheelhouse. We want to build a business based on our strengths when in fact you grow a business by making sure that you are strong and aware across the board. You don't have to master everything, but you do have to manage everything. So I appreciate this conversation of responsible, dutiful entrepreneurship. Saying we need to understand it all. So what I did, because again, I didn't— you talk about wanting someone else to sell for us. I literally paid someone to never put me in front. And, and quite honestly, because I thought people wouldn't take me serious as an African-American woman, single mother, I put an older white man in front of everyone because that's what I made to be I'm gonna be quite honest with you. I made that to be the validation and what people would believe and what people would buy. Now, I went from that— I love him very dearly. He, he was willing to sell for me. He was willing to work it out for me. He sold decently because it was my IP. It was my promise. It was— I was the product. So how could someone else sell this product when the product is a person? I went from him doing about a 30% conversion of a room when we had people in front of us to now I sell and my conversion is about 86% in front of a room into something. And all it says, you can start out at 10, you can start out at 20. All it says is when I got the courage to learn how to make the offer, to be passionate about the offer, to extend the offer, to follow through with the outcome, I surpassed him over and over and over again because something happens if you are the product. If you are the product or your intellect's the product, then your job is to get confident about the outcome. One of the ways you do that is that people are trying to find sparkly ways to sell the process. And while you do need to be market marketing creative. The juice is in the W-I-I-F-M— what's in it for me? So what do I do on a daily basis? I get very clear on what the pain point is of my client that I'm eliminating or I'm reducing, and I get very clear on what are the desires of the heart of my client that I can bring forth. Neither one of those— I'm focusing on the process, I'm focusing on the outcome. We have a technique on my campus called SNAP, Super Networking at Accelerated Pace. S-N-A-A-P, Super Networking at Accelerated Pace. And the formula of SNAP is to start the sentence with, as a result of working with me, my clients— what are 3 outcomes that your clients experience? Now, if you've never offered it before, what are 3 outcomes, not processes, but What are 3 outcomes that you can promise? So I focus on my outcomes. How is life different? How is the challenge eliminated? How is the challenge, uh, reduced? And how is life because that challenge is gone? What's the, the desire? How is life when that desire is fulfilled? How do you feel? It takes a minute to get in the mindset of the outcomes, not the process. I get sold out and excited about living with that challenge eliminated or that desire created. And then I market from that place. So I begin with the end in mind and I market the end and what happens when we've hit that mark. So that's a part, a part of the process that I take myself through and my team and my students.

Well, that's incredibly helpful. And the outcome is so much more exciting than whatever the process is or the product is, you know, and so many of us, I think, get out there trying to sell the process or sell the product and all the bells and whistles. That's not what anybody cares about. People care about reducing that pain or creating that possibility. They care about the outcome, right?

Yeah.

And I love what you're focusing on, developing your confidence in that outcome because it does take sizzle to sell, but there are a lot of people out there trying to sell the sizzle and there's no beef. There's no beef to be found, right? You got to have, you got to have the substance. And so you got to be able to create that outcome for yourself and others. And then you get competence in that and then you can get really good at putting out there. And following up on that, I know you said that getting your offer out there isn't so much about pushing the offer, but about positioning your purpose. Yeah, it's about, you know, getting your purpose in front of people. It's something about you're really, you know, the first person you have to sell, I think, is yourself, right? You get enrolled in yourself, and if you're that enrolled in yourself, you're going to be magnetizing to people, right? I know you are on stage, obviously. So I wonder if you could talk about thinking in terms of our purpose, if that's what we're putting in front of people. It's the outcome, it's purpose.

It's—

yeah, yeah. Um, I appreciate that question, and I, I want to expand purpose or go a little further than purpose and get a little nitty-gritty, down to the gritty, with it. And that is even if you don't sit in your purpose, what's your conviction? What's your conviction? And my grandmother would say, your conviction and your convenience don't live on the same block. Dare they even live in the same zip code. So what are your convictions around this kind of transformation, this kind of elevation, this kind of life, this kind of mind? What are your convictions? Because convictions can be contagious, and your conviction is what's enrolling. Your Conviction is what's engaging. Your conviction might be a little messy. Your conviction is what's inspiring. People will choose what you are focused on after they've chosen you. I'll say it a different way. People choose you first, and then they choose what you're sold out on. So how are you a magnet to, to make people choose you? Choose your story. The technique that I want to use here is an awareness that— and I'm excited because we're going to give a— we're going to make available an assessment to you. So don't try— don't, don't get frazzled brain with remembering everything I'm gonna say, because we, we've created a way where you can have some of this in what we are off— what we, we want to give to you for free. But in your valley, your story— there's a unique way that I do your story, and that your story builds up your big you for your credibility. You did I did that when you read my bio. And then you take people to one moment of a low point. I did that when I talked about $11.42. And then coming out of that, it's a valley, big, low, big. And the last part is what's my why? My why is to help as many people transform their future as possible into something barely recognizable.

Why?

Because I did that. Now, how I tell you that is so important. And so often, Fleet, people don't spend enough time curating how they tell their story, where they use their verbal highlights, where they use their pregnant pause, where they use their alliteration and cadence, how they use their body language. So the things that I'm doing with you now, most people don't spend time on how they tell their story, how they offer their intellect. They just spend time on the it, not how they deliver it. So I would recommend that as entrepreneurs, though you may not be a stage speaker, you don't ever have to want to be a motivational speaker, but understand that communication is the gateway. Communication is the bridge between you and your market, you and your tribe, you and your consumer, that no matter what you're offering, you want to build a community, you want to build a tribe, you want to build an ecosystem of people who choose you. And when they choose you, they just ask one question: what's next? What are we doing? Where are we going? What's next? They become emphatic about all things you, and then you guide them to the things you believe will help eliminate a pain or bring forth a desire. So it lives in the way you tell the story. It lives in your ability to speak effectively and powerfully, to be impactful, and dare I say, in this noisy world, to be unforgettable. And so I say that the, that the magic, the juice, the, the magneticness lives in your language and how you curate your story your expertise and your invitation. Three separate things, all with attention independently to themselves and then interdependently as you begin to deliver your marketing message and invitation.

And when we— before we wrap up today, we're going to let people know about that free gift you have to offer people to help them do just that. So, you know, and you mentioned that it's gotten harder than ever to break through all the noise.. And whether we're, whether we're selling on video or through copy, it's gotta break through, it's gotta be compelling. And I think a lot of times when we see someone like you who, you know, you're just such an incredible speaker, such an incredible communicator, and we think, well, they must be a natural, right? They must be. So, so it, but from what you're saying, these are things you've learned, you've actually practiced skills to become that effective of a speaker.

Yeah, I appreciate that because many of the beautiful souls that are part of this, this challenge for years, I've known Jack Canfield for over 23 years, JJ Virgin for many years. And years ago they would say literally at dinner parties, show me how to touch people the way you do, Lisa. And I didn't know how. I'm like, ah, is just kind of a gift. And, and my friends pinned me down, JJ Virgin primarily being one. You can, you can remind her of this. During COVID in 2020, we all have more time. She said, when I speak, I deliver intellect and great content, but when you speak, I can feel your soul. I want some of that. Give me some of that. So JJ was the person who really put me in the closet to go figure out what that thing is. And what I'm excited to say is that With the right skill set, anyone can go from being moderate to unforgettable. You can go from a 1 to a 5, from a 1 to an 8. It'll take more time, but you can do it because now there's a structure that didn't exist before. You can go from a 5 to a 7, a 5 to a 9. So yes, there is an infrastructure, there's a blueprint, there's a system. I'm excited to say I locked myself in my office this for 7 straight days and, and created my version of the blueprint. And then I tested it for 2 years to watch people go from being a, a, a pharmacist to literally being a pharmacist plus a life coach plus a trainer and development, plus people being a botanical scientist to now being a TEDx speaker in the science industry. So yes, there is something that didn't have before that we can take advantage of now. Casino. American Social Casino.

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But let me tell you the common denominator for everyone, no matter what field you're in. Number one, people want to know your hero— your hero's journey. So how do you curate a moment, not your entire life, but a moment when you struggled? Think of Batman, Spider-Man, Superman. Every hero— Rocky— every hero we've ever watched on the big screen, they show us a shadow moment and then we climb with them. How do you curate that? How do you connect that shadow moment to a climb to your content without compromising your expertise? Then how do you naturally and organically invite me to find my hero's journey through your world. Wow. It's a, it's a, it's a piece of work. It's a masterpiece when you get it. And then when you get it, you can rinse and repeat it as many times as you want. And I just have to say this. This was my unconscious competence for years. I got to tell you, when I was on Oprah, I didn't know what I was doing. When I was on Larry King, I didn't understand my superpower. It was through great friends like John Assaraf and Jack Canfield and JJ Virgin and Marcy Shimoff, who shined a light on my gifts to say, can you make your gift our skill set? Will you do that? So yes, we all can get extremely stronger in our messaging, our marketing, and our dignified invitations.

So incredible. And the importance of storytelling was— you've already been telling us all about it. And it's that hero's journey, you know, every Every one of us has a hero's journey. It's no small thing being a human being, and especially in today's modern world with all the pressure. So we're all on our own hero's journey. We all have a story to tell. And so what you're telling us, there's frameworks that we can use to learn how to do that well in a way that's going to break through and be compelling for others.

Finally. Yes. I searched and I searched and I searched. For what was already out there. And I found some few things, but I didn't find enough that gave me one, the ability to curate my own story. That's mine, unique to mine. And by the way, every hero's journey isn't full with death or saga or destitute or depression. Some are just doubt and just confusion. And you can craft it in such a way that the listener can see it. Now, I didn't find anything that took my story blended it with my intellect. So you got to be willing in the right messaging. You're able to be a genius at what you're genius at and learning at what you're learning. You got to— it has to allow those juxtaposed to live together and then the ability to, to extend a dignified invitation and then close me with a charge that leaves me wanting to be a better person because I crossed your path. When you put all that together, wow, are we change agents. So yes, there is an opportunity for us to take your story, your story that you have, and curate your story inside of your expertise, put them together, add to that a dignified invitation, and then a closing that leaves me wanting to be a better person. Guess what? You can deliver that in a 3-minute message or a 5-minute message, and all you need to learn is the blueprint so that you feel comfortable and what you said earlier, more confident to actually deliver that message. And in this current climate, there can't just be one of us or 10 of us. In this current climate, we need the Gladiator Force, we need the army, and we need the army of changemakers to look different. We need the men, the women, the white, the Black, the Asian, Latino. We need all ages, all cultures, and all genders. So if you are hearing this message, there's a calling on your life that's probably greater than you've ever known, and you could be prepared to make it happen in your business or in your, in your, um, philanthropy. Either way.

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That's absolutely the case, you know. And I think sometimes people think, well, there's already all of these amazing people out there, amazing people like Lisa Nichols, and where— who's going to listen to me? Where's my— there are— what we have to keep in mind, that people who have heard the message of transformation and awoken to the message of transformation is a very, very small percentage of all the people out there that need to hear that message. And a lot of people are They're not gonna hear that message unless one of us gets out there with our voice. We're the one they're gonna hear. You know, not that I don't wanna make this all personal about myself, but you know that thing, and I just hope this is a benefit to people in our audience because, you know, I have a backstory that probably a lot of stage presenters might die for. You know, people may not be familiar with it yet, but you know, some, was it 25 and 40 years ago now, I was sitting facing a life sentence, sitting in a prison cell. And I did end up serving 14 and a half years in prison. And I made some decisions way back then that changed my life and have changed a lot of other people's lives. And it was a long journey to mature that. But, you know, I've struggled with my, my story and telling it in a way, you know, I've always been amazed. I've heard you tell your story and many others. I've heard Dean Grassiosi, who I know is a friend of yours, tell his story again and again. I've heard Tony Robbins tell his story probably 100 times, either on video or in person or in audio, and every time they're able to tell it with complete conviction and complete genuineness. And for me, I've always struggled with, like, I don't know, maybe almost being bored with my own story or discounting my own story, or, you know, you know, how can I again and again get out there like this is the first time I ever told it? And I know that's a learned skill as well, and it's one I'm working on, but I just throw this out there in in case anybody in our audience is listening and has that same struggle.

Yeah, that's a beautiful awareness. And you're right, I was in an interview once and someone said, Lisa, every time you tell that story, your eyes kind of tear up. Are you manufacturing the tears now because you've told the story so many times? And really, it's emotional accessibility. This is what I call it as, as a, as a coach of people who speak. And I'm at— I often am asked by a lot of 7, 8, and even 9-figure income earners who are really at the top of their game. Lisa, can you help me take my speaking to the next level? My business is doing great, but I want to take my speaking to the next level. And so I'm working with world-class people who have already been on stage for many, many years, and probably many of them have done more keynotes than me. Um, and what we work on is emotional accessibility. I have a, a retreat that I created because of J.J. Virgin and what she said, and it's actually called When My Soul Speaks. And just to sum it up really fast, is the first is to give your soul access to your story again. To give your soul access to your story again. And that is a moment, and probably something you should be facilitated through, or if you can facilitate yourself to. And then the moment your soul has access to your story for the first time or again, and requires is for you to tell yourselves and your emotions that you are safe. You are safe. And we're through this. And we simply want to access it so that we can serve up the emotional experience with authenticity to someone else. So give your soul access to the story. And then once you give your soul access to the story, then give your soul the microphone. I do this event. Matter of fact, my one-woman show on Broadway was called Uh, actually it's this one, When My Soul Speaks. And the— and it all came from J.J. Virgin. She gets all the credit. She said, give your soul— can you help us give our souls the microphone? And so I'd love to invite you, brother, that, um, the journey is giving your soul the microphone, not your— not your— not your mouth and not your head, but giving your soul the microphone when you tell that story again. And it could be disruptive because it requires a level of surrender, um, so that you feel it again. And then you remind yourself while you're feeling it again, I'm safe and I'm good, and I'm serving this up to the person who needs to feel it with me.

And so the very first time you said that, give your soul access to your story again, it completely penetrated. Thank you so much. That is so— that is so, so powerful. So So you've often said as well that sales can be a lot like dating, and we don't want to put the offer out there too soon, right? We got to develop rapport. We got to develop a relationship. I wonder if you could talk about sales in that way a little bit.

Are you sure you want me to go there?

Yeah.

So if I were very candid and raw, like I often can be, I think that in sales, the reason why there are not many people aren't working, their sales aren't working is because you go from introduction to groping me too fast. You go from introduction to kissing me too fast. If I likened it to sales, too much, too fast without my permission. And so there's a, there's a courting process. There's a courting process. That ends in 25% conversion or 60% conversion, or dare I say 80% conversion. That's not by accident. That's because the process opens up the door for the yes. And so it's not I got lucky, nor is it that the person who's getting 50% of their room saying yes, it's not necessarily that their program is better than yours. Course, their process might have felt better than your process. And so what is that process? So number one, all that stuff you're hearing on the internet— I had a six-figure launch instantly—

I, I—

you may have gotten lucky one time, but it's not sustainable. Nothing instant. My grandmother says— you can appreciate this, Fleet Maull— my grandmother says everything that you love of that comes out of my kitchen comes out of the oven, not the microwave. So, so you can't, you can't microwave long-term sales. And I'm going to— I'm of the old school, so I'm gonna say build it on cement, not sinking sand. No one wants to be a one-hit wonder. And what that requires is, first, give me what you say you can do with me and for me. Give me some kind of small sample of or a big sample of that, which is why we have this experience right here that you're having right now. What Fleet is saying is, here's what I could do for you. Here's what you can get. You can feel this good ongoing. We're giving you some of that. And so we're in the sample— sampling days. If you think about the mall and you go to the mall and you go to the food court, there's that one restaurant in the food court or fast food in the food court that they're giving samples and it's on a, on a toothpick, and it often tastes like orange chicken. I'm just saying. And if you ever go to the mall, look and notice that that fast food has the longest line, always. I'm fascinated that in all these years no one else has figured out to give samples. So number one, give me a taste of what you are offering to me so that I could see and sample if I like it. We're just in that climate. Number 2, honor the fact that I get to make the decision in my time. Don't rush me immediately. Give me time. Nurture me. Build a relationship with me. Earn my trust. I so appreciate this gentleman who wanted to do business with me. He said, may I fly to wherever you are and earn your trust? He didn't ask for my business. He asked for my trust. I went, wow. It felt like he had me. Our first dinner meeting, I was I was actually looking for a way to do business with him because I like the fact that he want to earn my trust. While your clients don't need to fly to you, how can you earn their trust in their living room through social media, through your marketing campaign? How do you earn their trust? And then in a dignified way, how do you ask for their business? Ask for their yes. It's a process. And then here's the thing, and I teach this technique in my workshops: how do you what we call open the back door? Most people don't do this. Now, opening the back door is a technique of allowing everyone who's not a fit for you to opt out. But what happens is, because you're that confident that everyone's not a fit for you, and what it looks like is Not everyone is a fit to step on my campus. In order for you to be a fit to step on my campus, you need to believe in transformation, be coachable, be willing to do the work, and live in radical action. If that's you, then you are fit for my campus. If it's not you, then I've enjoyed this moment. What I just did there, Fleet, is I opened the back door. I qualified my consumer. I qualified my right fit client. If this feels like it's a yes for you, and if I feel like I'm a fit for you, then please click the link and let's jump in and let's transform your life. What I did was I qualified— not everyone's a fit, you might not be a fit, you choose in. What happens is if you feel like you're a yes, you are even stronger yes now because I gave you the option to walk out the back door and you stayed in. That right there, now that's an NBA move. So do it.

That, that's not just gold, that's platinum. I hope people are watching that, you know. That's why, folks, you're going to want to come back to this again and again, because that right there, that was platinum, right?

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So, uh, you know, and you built a brand around nurturing people over time, right? You built a brand. It's a long-term game, right? And you nurturing people over time, and people become Lisa Nichols people, right? Um, and, and you built that brand. So that takes some patience. You got to be in it for the long haul. It can't be— you can't just be in it for the quick sale or the quick win.

Yeah. And so we have a joke around my team that we call our community the LI Squad, the, the LI, the LI Squad. And that comes after the the, the beast, the beehive from Beyoncé. Like Beyoncé has the hive, all the people that follow her, fanatical fans. And I never thought that I had a raving community until in 2020 when the George Floyd situation happened and all that around there. I was being very quiet because my son was traveling 20 hours across the country to build his life in Washington. And he needed to drive at certain times of the day to be safe. And so I, as a mom, I— all my energy was just, can I get my son across the country through prayer? So I was relatively quiet, and people had an opinion about me being too quiet. They thought I should be louder, and they begin to come after me online, and then this tribe began to go after them, and then I had to step in and go, God Guys, we're okay. I'm okay. And I saw the passion of my community. And so to your point, Fleet, your job is to build a safe space. If you're writing anything down, write this down, to build a safe space for gladiators and unicorns and change agents to come and to deposit their dreams, their desires, and their uncertainty. And when you can create a safe space for someone to sit, they want to sit there often, and, and they'll protect the space. And so you want to curate a culture. Now, the reason why I knew that early on is because early on I didn't look at great speakers. I didn't look at the speakers in front of me that had years in front of I looked at change agents of the world. I studied Mahatma Gandhi, I studied Mother Teresa, I studied Nelson Mandela, I studied Dr. Martin Luther King. I studied people who, instead of creating a moment— write this down, please— instead of creating a moment, you want to create a movement. And then once you're in that cycle of a movement, we all can do better together. A movement is never a movement of one person. A movement is a movement of the community. And so you create this movement of possibility. You gotta create enough evidence so people know that it's real. And then you make the movement theirs, not yours. It's ours. I'm simply doing my role with holding the microphone today. And then you get out of the way and you let them see themselves. And so you do this magnificent job of leading until you can lead from behind. And now it's no longer your journey, it's their journey. And then what happens is you can do what one of my mentors said, Lisa, you no longer have to lead the parade when everyone has the vision. You can sit on the sideline and enjoy a box of popcorn and watch the parade go by. 'Cause you know where it's gonna go. And our job is to create as many parades as possible and to lead until we don't have to lead anymore so that we can sit down at some point and everybody else knows the direction. So community is a long-term investment. You wanna play for the long game, play for the fourth quarter when you start the first quarter. Don't think all your results will even come in the first quarter. You will plant seeds. Plant seeds and plant seeds knowing that there is a harvest in the future. You might not see all the trees. You just may be the person who put the water on it. That's still an important job. Matter of fact, it's the most important.

Well, I think our audience is getting convinced right now why they need to own this summit and have this as a resource going forward. There is so much gold and platinum and silver and everything else down there. Diamonds in there. It's just incredible. And, you know, a lot of us, even if we think about our customers as other than numbers, and even if we think about the customer journey and, you know, but do we really think about creating a culture? Do we think about creating a tribe? Do we think about creating a movement? That is so powerful and something more, so much more exciting to be part of, right? Yeah. Than just numbers on a spreadsheet, right? Real people, a real movement, a real following, a real culture. And that's just so, so completely inspiring to me. And part of that, I think, you know, we often talk about, you know, that we got to, we got to keep in front of people. We got to, we got to stay top of mind. We need all these touches. I think you talk about staying top of heart. And what I just heard you saying was that we're, that we're in touch with people's hearts. And, you know, it's not just that We're one more of a million marketing messages they're seeing often enough to maybe come back and buy something from us. But we've actually earned a, earned a place in their heart.

Yeah, yeah, yeah. So the reality is people don't care what you know until they know that you care.

Mm-hmm.

People don't want to be sold. They want to be served. They want to have the invitation to take radical action in their own lives from someone that they know know, love them, trust them, and is invested in them. I remember a few years ago, it dawned on me in December that not everyone is excited about the holidays. I am. I have a great big family. We get together, we, we all talk at the same time, we, we eat way too much, and we make great memories every year. But it dawned on me in December, this is not everyone's experience. As a matter of fact, there are some people that this is the most challenging time of the year And I, out of nowhere, I dropped in front of my fireplace. I sat on my rug. I turned on the camera and I talked to her. I spoke to him. I said, this might not be an easy time for you. If it is, then hold space with me for the brother or sister that's struggling. If that's you, I'm going to sit with you right now. And hold your heart through this moment. I went on and went on for about 5 minutes, and oh my God, what happened on the other side of that— I didn't do it for that. I didn't do it for the buy-in. I didn't do it for the growth. I didn't do it for that. But what happened when I sat with her in her dark time, when I aligned with him— I didn't offer, I didn't sell a thing. I just said, let me sit with you. So you know, Yana, Y-A-N-A, you are not alone. Yana, that right there— people care about you when they know that you care. They care about everything you care about when they know that you care. And so often we're trying to build relationships in the microwave. They're trying to Google download trust. And, and, and trust is not downloaded, it's created. It has a foundation, and it doesn't take necessarily 10 years or 10 months, but it does take consistency. It does take me— you looking in my eyes and seeing consistency in how I show up, and knowing that I don't just show up when I want something. I show up at times just to deposit, just to contribute. And by the same token, for those of us who are teachers, you gotta also remember it's not just showing up to teach. I, I use that example, Fleet, about the Christmas holiday video because I didn't teach anything. I said, I just want to be with you. I don't know how to— I don't know what the solution is, but I can tell you, you won't sit here alone. It's been 9 years now since I did that first video, and every year I do that video again because of what happened in that first year. I don't look for the conversions, I just look for the opportunity.

Wow, that is so powerful. This, this has really been amazing, and, um, um, I'm almost speechless with, uh, with what you've shared with us today. And, uh, I want to make sure that our audience can can learn all about your work. And I know you've created a free gift for our audience today, so tell them. We got the link right down below, folks, so take action on that. But tell us about what it is and how people are going to access it and how they can find out about the rest of what you do.

Yeah, so I'm really excited about this gift because I created it myself. No one on my team created it. I sat on a plane international flight for about 7 hours, and I created every little nuance. And what it is, is I ask myself, what would, what would I do if I wanted to become more impactful, uh, and engaging as a communicator? No matter whether you're communicating to 1 or 100 or 1,000, whether you're communicating on a stage or on video or in a boardroom, uh, What would I want to know? And so I begin to curate the questions that create strong impact, and you get to gauge yourself on where you are on each one of those. And at the very end, it tells you these 3 categories that you show up in. But what's most exciting about you gauging yourself in the categories is that I give you recommendations of what to focus on. On in each category. And it's so great. My friends who are running multi-million dollar businesses, they all did it immediately. Like, what do I focus on, right? What am I already strong at and where should I focus? And so I love the detailed— I'm a very detailed teacher because I am functionally dyslexic. It's my superpower. Because I'm functionally dyslexic, I'm very thorough as a teacher. Does that make sense? I to me. I teach to the person who needs to hear it in every direction possible. And so this is— this assessment, self-assessment, allows you to see where your strong points are, and it allows you to see where your gaps are, what you might not be seeing. And then it gives you just, I think, 3 things to laser on and focus on. And then most importantly, if you want to do it yourself, I give you some guidelines. But if you would like our support, then we give you a link to how you can see how we can support you as well in both the personal development part and the, the professional development part as a communicator and how they overlap. When you want to be at the highest level of your communication game, there is a cross-section between personal development and speaker development because in order for you to give more of you, you need to have access to more of your soul. So I love the fact that we also can support you, whatever degree. And if nothing else, it's a good blueprint for you to go work off of. That was the opening the back door.

Exactly. And I can't, I can't wait to do the Assess Myself. And it's right down there, folks, right below the video here. Do it now. And, and I'm sure a lot of people are jumping into that because I know I want to do it it as soon as we get off here. So, uh, I love that kind of thing, and I love to follow through on ways that I can continually uplevel what I'm doing so I can reach more people and create more positive benefit in the world. And that's what this is all about, and that's what inspires all of us. So thank you so much, Lisa Nichols, for who you are, for your journey, for everything you shared with us today. Such generosity. And, and again, there were just— there's so many jewels in there. Uh, it's incredible. So thank you so very much.

You're welcome. Thank you for having me. I truly believe that I'm in my legacy years and I'm 28 years in this business and all I want to do is help good people strengthen their superpowers so that they can go out and do more good in the world. That's, that's the season. So thank you for allowing me to uncover a couple of diamonds for those who are ready to to pick those up and run with them and serve more. So thank you so much for what you do.

Thank you, Lisa. Be well.

You as well, my friend.

Thank you for joining me on the Radical Responsibility Podcast. Remember, real change happens when we commit to our growth, face our challenges with compassion, and stay open to transformation. If you found this episode helpful, I encourage you to subscribe and help us spread the message of healing and personal empowerment. Until next time, stay grounded, stay present, and stay true to yourself. Take care.

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