Creating Alive Ideas: Connecting to Yourself and Your Business Featuring Suzy Batiz - I Love Marketing Episode #416

What's your perspective on business and how would you define this word success that everyone throws around?

Yeah, my perspective on business. For me, I use business as a creative exploration. It's a creativity. It's not what I am or who I am. Even though I'm known as an entrepreneur, to me it's just an outlet for creative expression. I have an idea. What turns me on is having an idea and manifesting it in the physical world.

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She thinks uniquely, she acts uniquely, and her results are very unique. Plus, she likes tackling taboo topics and reshaping some of what society calls normal. Let me give you a few facts to prove how unique Suzy Batiz is and why I'm so excited for you to be able to meet her, hear her and most of all, learn her amazing experiences as an entrepreneur. Here are some of her life low points in her journey. Poverty, sexual and domestic abuse. Depression, attempted suicide, two bankruptcies. And as you heard that list, just one of those life events is enough to bring any one of us in this room to our knees. How would you respond if all of those happened to you? Fortunately for us, none of those stop. Susie. Now here are just a few of the highs from her life. Finding spiritual awareness, Achieving internal happiness. Starting a business without a single investor, without borrowing a single dollar. Growing that business to be debt free. Oh, and by the way, that business is worth over $500 million. I mean, you told me the story, but I'd love everyone here to know. How did you come up with the idea for Poo Pourri?

Yeah, so I came up with the idea for Poo Pourri. I'll take you back just a little bit. I followed my second bankruptcy in 2001. I was 38. I really swore off business. It was like I thought business was it because the way I did business overrode, sold out, pushed it, did all the stuff you're supposed to do. And then at the bankruptcy, I real, I often say, what's worse than losing everything is losing everything and realizing you didn't have a good time, you know. So I was burnt out, went on spiritual sabbatical and became happy inside myself for the first time in my life. And I really didn't want business. I made business the bad guy. And I'd been a serial entrepreneur all my life. And I Was at a dinner party with my brother in law and he asked a question. He said, can bathroom odor be trapped? We were talking about a small bathroom and I remember feeling like this little zing up my arm and like feeling like I felt alive. And I was like, I can do that. He said, what are you talking about? And I was like, I work with oils. And I just saw it like oil floats on water. And I knew everything in me knew I could do this. But I still didn't think about it as a business for nine months was mixing and stirring and traumatizing everybody. Nobody thought it was a good idea. I'm not joking. When people would come over for dinner, they would be like, I'd be like, do you gotta go to the bathroom? And they'd say, yeah. And I'd be like, number one or number two? And they would just look at me really weird. Why? And I said, because I'm making a bathroom freshener. And they all just kind of look at me like, you're completely nuts. So I brought it to market not because I wanted to be in business. I never even had a dream I would be where I am right now, but because it was so good, I had to share it with the world. I made it funny because of the way people looked at me. I mean, no one wanted to talk about it. There was not a single person in my life thought it was a good idea. So that's what I often say is when you have a live idea, like it doesn't matter if anybody thinks it's good, right? If you have enough compelling energy within you, then I always say, almost put your blinders on. Don't ask anybody if it's a good idea. I believe the opposite.

And I think successful entrepreneurs, so much of it, I see more the really successful ones financially and really accomplish a lot. Most of them are not inspired individuals. Most of it came from adversity and just difficulty. But they have somehow managed to parlay that into pain, into progress, pain into productivity. What's your perspective on business and how would you define this word success that everyone throws around?

Yeah, my perspective on business, for me, I use business as a creative exploration. It's a creativity. It's not what I am or who I am. Even though I'm known as an entrepreneur, to me it's just an outlet for creative expression. I have an idea. What turns me on is having an idea and manifesting it in the physical world. So I have an idea and I'm like, oh, this would be great. Let's make it into a product and then let's share it. That's marketing. Right? And I really look at business and like Poo Pourri, I call her a living, dynamic organism. So we do marketing a little bit backwards. We don't have a target consumer.

Why isn't it she versus a he? Poo Pourri?

Well, that's just where she was. She was a woman. I mean, it was just very clear to me.

So women do poop.

Women poop, yeah. But, you know, so what it is, is we talk about, everyone in our company knows what she would do at any moment, what she would say, how she would act, whether she. So that helps keep decision making. Almost like in a holacracracy environment where people would know, oh, Poo Pourri would never do that. So we look at the brand as an energy within itself.

I mean, what you're saying and doing right now is so interesting. I mean, does that strike you as kind of interesting what you just said? You know, even when people say time management? Because one of my questions for you is that. But it's really energy management. It's energy and it's how you. I mean, it's like time management. Well, you know, everyone here has got the same 24 hour franchise as everyone else. And they're going to eat and they're going to have meals, they're going to have commute time, they're going to have bathroom time, they're going to have sleep. You know, everyone's got these things, but it's what they do within it in that energy and how they contain it and what they generate. Because I don't think success just happens. You generate it, you create it.

So are you guys familiar with resonance and dissonance? So resonance is when you take two energy waves and you put them together and they're both traveling at the same speed and the same height. Those two together create more energy together than they do apart. So imagine that you with the amazing idea, create more energy together. Right. Than you do apart. So I'm going to get back to your question because it's so fun. Dissonance. When you take two energy waves and they're traveling at different speeds and different wavelengths, those create less energy than they do together. That's the reason that job's killing me. My relationship, whatever, it's literally draining your life force energy. So what's really fun about this is I started thinking about resonance and these alive ideas. So if an idea is alive, it's a living, energetic vibration. So what I'm talking about A business being alive is not far fetched. So you put that with me. Those two together create more energy. So what I'm doing as a business person is I'm looking and censoring and sort of going, where are the live ideas? I'm reading the room. Well, and what I love about this when you talk about success. So the way I define success is, is my organ, is my child, my business happy, healthy, and are they thriving?

Yeah.

And they are. Yeah, right. I mean it's so amazing. Whenever I have people come to me and they ask about, you know, should I get investment or whatever. And I really have feel into with each investor. Like you're going into a relationship. It's not about money. There's so many that fail because they make these bad investments. There needs to be resonance. When there's resonance, like it's golden. Those are Those case the 1 or 2% that just fly and make it. The other is not resonance. And I just say walk, get rid, don't take the money. Just like dating, I'm walking around in business kind of going, does this feel good? Does it not? Because what I know is that whenever I lost everything before, it didn't feel good.

Well, were you checking in with those other things also in the past when they failed or were you kind of disconnected?

No, I was super disconnected. I thought from just here up, I had no access to any of my intuition or my body. Yeah, I remember the first time a therapist said, where do you feel that in your body? And I literally said, what body? I think business is the greatest catalyst for your own personal growth because then you can go, what's going on in there? And then, oh, what story do I have and how can I create a different reality and people? You know, for me, success is what I'm constantly opening up to. You know, there's a level of where you have to keep expanding to be.

Able to receive how did you deal with failure? And what advice could you give to entrepreneurs going through difficulties or struggling? Because certainly you've had a shit ton of that.

Okay, I'm going to try to explain this because I had a download about this a couple months ago, one of those downloads. It's one of those things that sounds so simple, yet it's so profound. I know. And I haven't quite the magnitude. Okay. So I saw success and failure, what we consider success and failure, like as a yin and yang, you know, like this energy. And what I saw was that at the same rate you fail, so the amount of failure that you put Into. Let's just say failure is the black part of the yin and Yang. It's the Yang part. And the success is the why that the amount of energy that you put into that failure is the amount of energy that you can have in success. And I suddenly saw why. My life, I'm like, my God, most of my life was failure of what people consider right. So now I've had the success that's so big. And then I thought back to like a concert violinist. Think about how much failure there is and how many years. That's the 10,000 hours. Those 10,000 hours aren't 10,000 hours of. Right. So there's something energetically that I haven't quite figured out. But do you guys understand what I'm talking about? So I think that we should all be aiming for failure all the time. Lots of it. Lots and lots and lots and lots of failure. Because you're going. I believe that we have a natural propensity to learn and that we're not going to. It's just like, you know, oh, fire. Like, we naturally know not to do things. And that is going to actually increase the magnitude of your success.

Every time you're willing to put yourself out there, you're building that muscle. By doing that, you develop an endurance and a stamina that cannot come any other way. You can't just think yourself into successful entrepreneurship. You have to just do shit. You don't build a great reputation by talking about what you're going to do. You build a great reputation by doing shit that ends up leading to a great business or a great whatever.

Yes. And I would say, and maybe, hopefully, that idea was so alive within him. And that's what I tell entrepreneurs. Wait till the idea's alive. We will literally eight months without making a video. And we've had hundreds of millions of views. That seems like a long time in marketing. You would think content, you have to have all this strategic content. But we wait until that idea is so delicious that you can feel the energy and you can feel the aliveness, and then we go towards that campaign. So that's the way we operate. So for me, if everything failed tomorrow, which I've been in that situation before, I'm happy. There was nothing that I didn't go for that I wanted to go for. Money is just energy, and it's not all of the energy. So, for example, my life is rich and I happen to have money. So what I do is I work on my internal state, my internal compass. And when I'm rich, here My experience is it just keeps being richer outside myself. And that's the way I want to live. I don't want money where this doesn't feel good. I just don't. It's not a part of my being. So I focus. I do inside out. I focus here. Yeah. And I want people to be focused on being energy rich. Because there's so many people that may have what we consider success, but they're miserable. They are not rich inside themselves, energetically. They're in relationships that drain them. They're in careers that drain them. They're doing stuff that doesn't turn them on. So I say dive into what turns you on, man. I mean, that's all you gotta do. Then you're rich. And to me, it's a natural occurrence. We can all get into metaphysics here and the way universe works. But abundance is the natural outpouring of that state. Like, it's all a big game. And if it all is a big game and if this all is a big illusion, you know, like, let's just play the best damn game we can. Right? And I'm working on those parts of seeing where I don't step up. And that's like, why aren't you speaking on the big stages, Susie? You know, so I gotta look at those little parts of myself that think I'm not good enough, not worthy enough, not whatever. And I actually need a poo pourri to which is kind of stupid. I mean, all of that really makes sense. So for me, it all is a game, but it's an inside out game. And those are the games that I play in business, if it's a game. So the game is, how did I create this? And then what am I gonna do about that creation?

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