707. Own, Manifest & Monetize Your Future W/ This Training, with Dean Graziosi

We all have shortcuts living inside of us and it's time to extract it and share it. And when you have an elegant way to do that, it doesn't seem daunting or overwhelming anymore.

Welcome to the Earn your happy podcast. I'm Lori Harder, founder of Light Pink, best selling author, three time fitness world champion, and I'm a crazy, multi passionate entrepreneur. My journey has taken me everywhere from being a broke waitress, barista, retails associate and personal trainer with massive anxiety and no belief in myself, to later becoming a multimillionaire in love with my life. In 2007, my husband and I lost everything. We found ourselves hundreds of thousands of dollars in debt. At rock bottom. We had no ideas and I had no education to fall back on. This is when I found personal development and learned everything I could about business. And not by choice, but because I realized no one was coming to save me. The conversations on this podcast are going to let you know that you're not alone and that we all feel like we don't know what we're doing. We're going to give you the tools to help you face your fears, take action, start your business, and grow those massive dreams that are keeping you up at night. It's time to create a life that you can't hide from and put so much on the line that your higher self is forced to come out. You're going to stop waiting for someone to approve of you and you're going to anoint yourself. Because I'm obsessed about building businesses that give women a platform, I want to feature you. So if you text the word podcast to 310-496-8363, you can get your questions answered on our Q and A segment along with a shout out. And if you rate, review and subscribe to this podcast, subscribe. We're choosing someone every month to get coached and featured on our show. It just might be you. So let's get started. Hey everyone, welcome back to the show. I could not be more excited for this guest. I have been wanting to have this guest on my show since the beginning of the my podcast. And you guys, the craziest thing is that when we moved to Arizona we became neighbors. So we've been able to get to hang out, have some amazing backyard chats. And you guys, today my guest is Dean Graciosi. He is one of the most famous success trainers, authors and financial educators of our time. He also happens to be, like I said, our neighbor. He's also Tony Robbins, business partner in a multiple New York Times Best selling author, most recently launching the book Millionaire Success Habits last year. You've seen him on TV every single day for the past 20 years, educating people on how to create a better life. And today he's going to do that for us in our backyard, recording it for this podcast so that you can listen in. Chris and I got to interview him. So Chris and I are on this interview together talking to Dean. I absolutely loved every single, single second. It's so great to be in his energy. I'm telling you, you will shift listening to this. And you guys, we have something so exciting for you that he is committed to and opening up for free for you. It is some crazy free education. I'm telling you right now. I'm going to tell you about it. But go to ownit64.com right now. I'm being serious right now. Like I'm not even kidding. Go to own it64.com that's O W N I T64.com and go sign up for this free five day virtual training on how to monetize your message. So today we're going to discuss the latest opportunities that Dean sees. The current knowledge economy, the future of education and what to do if you're starting all over from scratch. Something that we all know about, especially with this last year. And at the end we get him to discuss, like I said, the newest upcoming act of generosity that he's partnered with Tony Robbins on. And that's the free five day virtual training on how to monetize your message, own your expertise and figure it out no matter how you feel, if you have one or not. And truly, if I were you, I would stop right now and go to ownit64.com and sign up because Chris and I will be taking this right along with you. We get to be a part of it with. We got invited into this and we couldn't be more thrilled. I don't know if you know my story, but a lot of my story started not only with Jack Canfield, Gabby Bernstein, but it also started with Tony Robbins and Dean Graciosi and the people that they have invited in going to their events. You guys, this is mind blowing. So you have to listen in.

Hey everybody, Chris and Lori Harder here with our good friend Dean Graziosi. And we are sitting here in our backyard. And the last time we had great conversation together, it was in your backyard right over there. Now that we're neighbors. Yeah, exactly. And we thought, you know what, we should let other people in on these conversations because we're talking about, like, building life of freedom and taking control of your future. And it doesn't have to be so hard all the time. Those are conversations that we get to support each other in, but other people should get to hear, too.

And the world needs it right now more than ever.

They really do. They really. So expand on that for a moment, if you don't mind. Why right now is it so important for people to decide that they can monetize their own messages and control their future?

Yeah, well, I mean, let's just back up even further, right? Like when I. I think from our conversations, we went from kind of knowing each other and doing a podcast last year, and we had this. We did. We had this amazing conversation in my backyard. We left. My wife and I were like, God, I'm so glad they're next door. And this has just been fun. But let's just say it like it is. When the world shifts, as extreme as it has, and if you're concerned, if you're uncertain, if you're a little fearful, congratulations for being human. I mean, the world completely changed, and it creates. I mean, you guys moved the uncertainty you guys had. And you guys are entrepreneurs and do your own thing, but you had shifts. We all had shifts. Right? But when that happens, I believe, like. And I use this analogy a lot, but I believe it's like the book who Moved My Cheese? Right? When we got stuff going on and we get into not a rut, but a routine, right? A cadence of life, and then all of a sudden, things shift overnight. It's like the who Move My Cheese? Analogy, where the two mice are having the cheese brought to them all the time. They got used to it. It's cool. My cheese is okay. But then it goes away. And I believe most of the world is like the one mouse who just sat there and said, no, no, no, the cheese will come back. Let me just wait. And what you don't realize is, as you're waiting and you're not pivoting, you're not exploring, you're not investigating new opportunities, uncertainty is growing. And you pretend everything's good, but you know that feeling of, like, something ain't right, I'm being left behind. Like, the world is shifting and I'm not there. Like, if new cryptocurrency or crazy things come out and you're not a part of it, it's like, should I be right? And I believe in these times, we must find these conversations. We must have these conversations to have the courage to take uncomfortable action, to even Investigate something new, and then eventually pivot. Because in the fable book, who Moved My Cheese? Right? I mean, it's such a great book. It's been around forever. The one mouse just sat waiting for the world to go back the way it was, meaning the other one took uncomfortable action and went down routes until he found a better supply of cheese. The other one would sit there until he died, waiting. So I think too many of us and too much of the world, when uncertainty happens, we kind of have our arms crossed waiting for it to go back. And I'll say this. Do you really want it to go back the way it was?

That's a good question.

And secondly, it may never go back, but do you really want it? Like what? I think the gift of COVID We've had plenty of things we could talk about. Everybody talks about how bad Covid is and what it did, and it truly has been bad, especially the economic impact around the world and people. So many bad things. But let's talk about the gift. So many people I know, and probably you guys, because you impact so many lives. I love what you guys do. I love watching how much you care and knowing you behind the scenes. You care more behind the scenes than you do in front. You're in the right spot with these guys for sure. But what the gift it gave us was is you really got to look at your life. We've all been asking for time, and who. What did we have? We had time with ourselves. And you think, wow, do I really want to go back to that career or to that life or. Or relying on something that's not consistent? You realize something like Covid could take out not only your business, but maybe your whole industry. And I think when we look through that lens as a gift, then this is the time we must pivot, explore, and find an industry that's exponentially growing. Now, I'd love to talk about a lot of things, and I don't care what you find, but if you're in one that doesn't serve you or it's not gonna grow, if you're in the taxi cab business or Blockbuster and the world is shifting, you better find Uber and Netflix in whatever your industry is. And for me, I love what you guys do for a living. What I've done for 25 years, what my partner, Tony Robbins, has done for 40 years, and what so many people are able to do is share your knowledge, share what you've discovered, share your experience, share your mess that can become your message and allow people to go faster and Monetize at the same time.

It's so true. You know, this happened. Not this past struggle with COVID and everything, but to us, about 12 years ago, in the last recession, I was the primary breadwinner. I was working corporate America. I thought it would last forever. And all of a sudden it didn't. And we weren't taking care of our money. And from the outside looking in, it was the worst thing that could have ever happened to us. Right? Catastrophe. Lost everything. Embarrassing, you name it. But actually, the silver lining was with our backs against the wall and with everything stripped of us, including our ego, of course, including our identity that wasn't serving us and everything else, we got to choose again. And I feel like we're in one of those times right now. For many people that are watching, listening, saying, wait, that's me right now. Maybe this is my chance to choose again and come out with this better version of what I want life to look like and feel like.

Yeah, I think that it's so great to look at the gifts, because this last year, we realized how many things we were doing that we didn't actually enjoy, that we almost either got caught up in, or we just felt like we had to do. And kind of when everything was stripped away or we had the opportunity to start again, we said, what are the things that we really want to be doing online? Or does this event actually have to be in person?

Or.

Or can we pivot things to online? So we've actually switched so many things to being online, and it's given us way more time back. It's given us time with our friends. It's given us just more time in general than what we were doing. Just constantly having to show up in person for different things.

And isn't it like anything in life? It's like your pantry. You keep adding little things without realizing one day you walk in your pantry, it's like, why is this thing filled with stuff we don't even use?

That was our life.

We call it the Armageddon Room.

And we don't realize that we do that in our closet with clothes. You wear like, 10% of the stuff. You keep packing stuff in there. But we do that with life. We collect maybe people that when you could start over, you go, they're great people, but they're not serving. They're not in alignment with us anymore, or collecting habits and routines. And when we collect so much stuff, I believe it really leans into taking away our opportunity to reach our full potential. Right. Dale Carnegie, I love the quote. He had one of my favorite quotes. He said, the biggest plight of the human race is knowing you have more potential and not utilizing it.

That matters.

No matter what level. If you're making 10,000amonth and you want to go to 100, you're making 100 grand or more. Or you have kind of a happy relationship or you're kind of a happy parent. Like, we know that's, that's the one common theme between all of us is we know we have more if we're not utilizing it, it's frustrating. And I think what we've done is we collected so many things, they become a hypnotic rhythm. I heard that from Napoleon Hill. You don't even realize you're in it. Then all of a sudden the world pulls the carpet out from underneath you and you're like, wow, just like you got. Do I really need all that stuff? No. Do I need all those things? And again, if it goes back to the way it was, are you ready to go back? Or is it time to say I'm not going back to corporate America or I'm going to finally scale this business and stop dabbling? Yep.

Right.

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It's funny because not only is that where we were 12 years ago, we also had our version of that. This year you wake up. This is a wake up call. And you say, this is my chance to build a better life than what I had before this incident happened. And you and I have worked really hard to say what isn't serving us. What were we saying yes to? Just because yes seemed easier than saying no. And we've gotten really strong with our boundaries. And I feel like you've gotten really strong. You've always been strong with your boundaries. It appears.

I don't know if always, but they.

Get stronger every year they get right. And you know who else? Jenna, our mutual friend Jenna. She's incredible with how I'm doing.

She's stronger ones than mine for sure.

So this is people, this is everyone's chance to say, you know what, I don't have to keep saying yes to what was. I can say no to what no longer serves me. And I can start creating a brand new future out of what feels like a mess a little bit right now.

Yeah. I think one of the most fun things that we learned from some of our friends, Rob and Kim Murgatroyd. They play something called stupid idea time. And it's like just reimagining your life. And that's what we.

I feel like that's what we did.

This entire last year was like, okay, stupid idea. What would it look like if we just really stayed in the things that we loved? Like, how could we start repositioning and reimagining these things that we're good at, but maybe we're not enjoying them in a certain way? Or how could we maybe potentially even stay in just the things that we love? We started asking those really, the deeper questions based on fulfillment and what are you doing when you're at your best? And why aren't we really focusing and honing in on these things? Can I take the energy coming back?

Can I tell you just because ever since we got introduced by our mutual friend Randy Garn, and we did that podcast, I've been following you guys and I want to tell you what you just shared. I could see it in your faces and your happiness. Like, you guys have a different energy. Not because you moved to Arizona, I think because of some of the choices you made. And simultaneously, you give people hope in a way. I know you know this, but sometimes we forget. And I want to tell you, you're giving people permission to say, why don't I just go with my stupid idea? But it's really not stupid. It's actually the most brilliant ide you could come up with. I mean, do you guys feel lighter?

Feel so much lighter? You just, like you said, I get caught on the wheel. Like, you just get caught in the cycle of this is what I know. And so sometimes it's scary to branch out.

Okay, so I want to ask you guys something. You brought up something, self education, sharing what you know, that sounds like could, you know. But let's just boil it down. Let me ask you something before I ask you, Chris. When you said, like right now you are in the industry of getting other people's knowledge through podcasts and sharing that with people so they could go faster. Yep. There's people listening and watching right now that regularly listen to you guys. They gain knowledge, they gain a skill, they gain a shortcut. You've gone through a mess. You've gone through a mess. You're on the other side. You give them the shortcut to get there or how to make money quicker or how to market quicker. I saw you had an amazing mastermind here. You allowed people, you're in the knowledge industry, the information industry, the upscale industry, whatever you want to call it. You're in the industry where your asset is your experience and your warehouse is your brain.

Yeah.

You don't have. Great analogy, your beautiful guest house over there. It's not full of products that you have to sell. But imagine. I want you to think about this. Imagine if iPhone came out with an iPhone 15 and it was like, oh, my God, 15. They went from 11 to 15. It's amazing. Everybody wants it, and you had a warehouse full of it, and you could never sell out of it and you didn't have to pay for it. How exciting would that be?

I mean, that's exactly the analogy industry.

Because you've been through experiences that someone else hasn't yet. They'd love to live here, have your experience, have more freedom, Take the silly ideas and make it your business. But they don't know yet. And I don't mean this in a bad way. You probably do something amazing in something else. But if you're gonna model in a successful life and you like what they do, they're gonna learn from you, and you're providing an absolute service because doing it on their own might take them four extra years. Come into your mastermind. You and I were in a mastermind together. You watch how fast you could go, right? So what is the knowledge industry? It's unlocking the asset. Instead of a house filled of iPhones, you have a head filled of experience, knowledge, and expertise. And all the knowledge industry is, is unlocking that in a unique way. Pinpointing, like the dot of what you're gonna teach. And you don't have to know everything. You just have to be good at one thing. One swimming lane. And you only have to be one chapter ahead of someone else. And if someone else needs that information in today's world, they're not going, oh, let me go back to college for four years. That's not working. And they're not saying, this is the stuff my father taught me. If you could do it yourself, do it yourself. Don't hire anybody. If you can learn it yourself, figure it out. And that's why my dad, who I love dearly and he lives right next to me, I bought him a house right next to me. He never made more than $35,000 a year his entire life. I retired him when I was 31 years old. I retired my dad, and I still pay him every single week. Oh, my gosh, an incredible man. But he was taught, you gotta learn yourself, do it yourself. And it's the worst lie we ever could have been told, Especially in today's exponentially growing world, if you try to go back to school, you're past. It's unfortunate, but school's not moving fast enough. If you try to learn on your own, by the time you figure out the 2.0 version, the world's on 4.0. So how do you get from where you are to where you dream of being is you find someone who's already. You cut them a check, and they make you go faster. That's what you guys do at your mastermind. That's what you do on your podcast. That's what you do, Laurie. Inspiring so many women to take action. You're just giving them a shortcut, right? But here's the thing. The world has changed so much that we all have shortcuts living inside of us, and it's time to extract it and share it. And when you have an elegant way to do that, it doesn't seem daunting or overwhelming anymore.

So I want to jump in there real quick, though, because.

And I know I went.

People hear you love those answers.

People hear that, and they say, okay, fine. I can see what Dean has inside of him. I can see what Tony Robbins has inside of him. I can see what Chris and Lori have inside of them that they teach. They have a hard time seeing within themselves how their message or their experience or their one area of interest might be valuable to other people. You know, some call it imposter syndrome.

I got a good one. How do they pass that? I'm sorry. And if I go too much, just real. This is the most exciting thing. Like, this is my next 20 years. I feel blessed. I'm in a place in my life where I could check out and just be dad and a husband to my amazing wife, Lisa. But I'm passionate about this because self education, which this is called specialized knowledge, changed my life. I didn't go past high school. I didn't go to college. If I didn't find self education, I don't know where I'd be. So this is my next 20 year mission. My partner friend, Tony Robbins, it's his next 20 year mission is we want to help make self education the new norm. How do we do that? By everybody unlocking their gifts. So here's. I'm gonna challenge you guys, and I want everybody to listen to this. Imagine right now. Can you picture yourself at 20? Yes, I can take a moment, remember how you dressed at 20.

I want you, everybody, humbly, don't pull those pictures out.

Yeah, me neither. I just sold to somebody the other day at 20 I had, I would wear a black mock neck. Oh my God. State New York in Italian with a gold chain on the outside.

Are you sure that wasn't the rock? Cause that sounds, you know, pretty.

You guys were in low rise pants and crop tops.

I feel like this is where the team's gonna put in images of us.

When we were 20 years old, right? So think of, and I want you do, humble me at home or wherever you are right now. Listen, picture your 20 year old self, right? Yep. And picture someplace you'd be at 20, parents, house, park, college, wherever you were at 20. And imagine if you had one week to prepare and you could go spend two hours with your 20 year old self.

Oh wow.

What would that be worth to your life? Wow. Priceless.

Priceless.

Think about this. What if you spent a week creating a whole outline for your 20 year old self to live? Have a better relationship. Maybe if you're listening at home and you don't have what they're fortunate enough to have, or I'm fortunate enough to have and things aren't perfect in your relationship. You said I'm gonna spend this whole week crafting how to. You deserve more. Don't you dare give in to a man because of this. Or don't do like don't settle, don't settle. Cause your parents settle. Don't stay in this religion when you wanna explore other religions. Like think if you had a week to create a kind of a course on relationships or, or you know that you were destined to do more as an entrepreneur and not get sucked into a job cause your family wanted to. And you had a whole week to prepare this course of saying, listen, when it comes to entrepreneurship, you don't have to have money. You could use resourcefulness over resources. I thought you needed money, you didn't and you crafted it. How important would it be if you had two hours to convince your 20 year old self to take that course?

Oh, I mean it'd be incredible.

I mean would you do anything for your 20? And if your 20 year old self was looking away, would you like listen to me like he grabbed me by the.

This is your life.

This is your life.

Like your life depends on.

You're gonna figure it out, it's gonna take you, I know it's gonna take you 30 years where I can show you in a 10 hour course, think how important that would be. Would you wanna, would you say oh, if they wanna buy it, they wanna buy it. Or would you know you're doing them a Disservice if you don't get it. Well, here's the thing to think about. Whatever you've gone through in life, whatever chapter you're ahead, there is somebody on chapter one, you're on three, five, seven or ten, and they need that information as much as your 20 year old self. So that passion, when I get passion, it's because people say, oh, I see, when you do a book, you launch it all over. You run a lot of ads like, yes, because if people don't read my book, they're gonna take years trying to figure out what I learned in 30 years of being an entrepreneur. Or if they don't come to a challenge that Tony and I do, and you try to figure it out in your own or get one of our courses, it's like, no, I'm screwing you over. So when I think about that through that lens, if you think about there's a bunch of people and they don't have to be 20, they could be 60 going through a divorce for the first time, and you went through it and you came out the other side, you could help them go faster, quick. I mean, Tony and I have been doing this now, helping people for two and a half years. We've identified 4700 different niches, share some.

Of the craziest ones, just so people can really get their minds going. Like, wait a second, what I have is valuable. What are some of the craziest things you've seen people monetize?

Painting with wolves. Oh, fun.

That is definitely neat.

Painting with wolves, meaning this girl was crushing it. Painting wolves, meaning she wants to teach people to meditate and get into a space and relax. And she literally has pet wolves and she sets up the painting class and she brings wolves to sit next to him. And like the fear of being next to a wolf while painting, people freaked out about it. That's crazy, right? But I'll tell you things that are, like what people wouldn't think would be something. So this girl, I remember her name, we have so many. We have 6,000 pages. Not six, we have 6,000 pages of comments, positive stories, videos. It's amazing what's going on in the world right now. Seriously, it's a revolution. It's the self education revolution, right? But I know this girl, Cyrene, she was in business, did really well, and she wanted the capabilities to share how she ran business and how she crushed it. And that's what she was gonna teach. And then she got it and realized that wasn't really her passion. She really Wanted to help women, but she didn't give herself enough credit at first. And I'll tell you that I'll tell the story a little deeper. But she went through menopause, and when she went through menopause, she gained weight. She had night sweats, and she said her hormones were so crazy, she's like, my husband's gonna leave me. I look like shit. She said I was literally losing. And she said I felt I could either lose my mind or figure this out. So she geeked out. She read a whole bunch of books. She interviewed people. She found the right supplements, the right meditation, the right people. And she cured it, got through it powerfully. And now she's not teaching women business. She's teaching in a really tiny little niche. She's teaching women going through menopause that want to break this crazy spell. And it's pure fire. Right? So her mess was actually her message, not her life experience. And it's on both sides. We have people who have been in sales for 20 years, even two years, and they're helping new people in sales, accountants, but we have people helping child centered divorces. Woman went through a divorce, and she realized that she was making her kids crazy because she was resentful of her ex. And she said when she saw that and put her kids first, she created a framework to put kids first, and her kids started thriving. Now she's coaching and running masterminds and killing it. Teaching parents who want to put their kids first during a divorce. I mean, this is the revolution that's happening.

It really is so true. I was just sitting here thinking, like, what have I seen people, you know, create a message out of and then support themselves monetarily out of doing it. I've seen people do how to reclaim your finances after divorce. That's super niche. I've seen people monetize how to organize their closets and master bedrooms. Feng shui. I've seen people learn how to monetize.

Oh, gosh.

Oh, right after you have a baby. I think they call it the third trimester.

Right.

Fourth trimester. How to get back in shape after having a baby. I've seen niches within niches within, and they're killing it.

Well, think about this, though. So the world is programmed to lean in that direction, which we never were before, especially my generation. Wasn't even the Internet. But just think about. My daughter loves to paint. Okay. She wanted to learn oil classes, like how to paint with oil. Yeah. So in a typical world, what would you have done 10 years ago? I Don't know, maybe see if there's a class at the local college or a night class or something. But my daughter's like, I want to learn. In five minutes, I see her online, and she's buying a course off of one of the platforms. Actually, Tonya, she's buying a course from a guy, Anthony, who wasn't an art teacher, just a dude who does really well painting oil paintings. And literally that next weekend, I walk into the kitchen, and she's got her phone and she's got a computer up, and she's. Anthony is on there live doing a weekend workshop on oil paintings. And she's sitting there doing oil paintings, right? This guy's. He didn't go to college school for it. He wasn't a teacher. He was sharing what he knew, right? My little boy, Luca, you guys got the chance. Thirteen months old, he has eczema, right? We've gone to a lot of experts, right? I feel blessed that we have access to everything we want, but we still can't cure it. We found my wife online, actually, again, through one of our platforms. But my wife found a mom who had a son with eczema, and she obsessed on curing it naturally from. Eczema is a lot on the inside, right? It's liver and detox and stomach and probiotics and all the things that you have to do on the inside, plus what do you do on the outside to try to heal the inflammation and all that? My wife literally went online, found a mom who went through it. She wasn't a doctor, she wasn't a nurse. She just geeked out to cure eczema, naturally, for her son. And my wife sat in our kitchen for four days straight and went through the entire course. And the woman filmed it in her kitchen on a phone. And my wife thought it was the most valuable information on the planet. That's where we are. Like, that's just where we are.

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So people hear this and they say, okay, I have an idea of what I would teach. Maybe I can start to believe in this. But then imposter syndrome creeps up and I know you've had that before.

Yeah.

Can you shed a little light on imposter syndrome oh, man.

I mean, I don't. And I'd love to hear your take on it too, but I don't think imposter syndrome ever goes away. I think there's always a bit of it there. And I always tell myself, like. Cause I'm definitely with doing something new right now. I'm really in it.

And I always.

I always tell myself that my dream isn't big enough unless I'm feeling imposter syndrome, because then I'm going somewhere new. I'm becoming someone new. I'm trying something new. And I think that we feel that until we just, like, take the leap and try it, and you start getting that action behind you and you start getting that experience. I don't think it's about getting rid of imposter syndrome.

I think it's about harnessing it.

Yeah. Harnessing it and doing it with it.

Doing it anyway.

And, you know, I would love to hear from you, because I think so many people are like, oh, my God, listen to him talk. Listen to how he can just rattle off everything for an hour, two hours, five hours, whatever it is.

They're gonna say, I could never do it that way.

Right.

So how do you deal with it?

Yeah. So first off, think about it. Like, we're always imposters, right? I still feel. I feel like an imposter all the time. When Tony and I launched something together, Tony was a big mentor of mine. And all of a sudden, I'm partners with him, like, oh, my God, am I gonna be able to step up?

And that had to feel intimidating at first.

It was intimidating, right? But think about it. When you first have a baby, and if you guys ever have that amazing experience, you feel like absolute imposter on the first one. But what do we do as imposters? We model other people. We find people who have already done it, but we're kind of imposters when we start until we do it enough, and then we're not. Right. But here's what I think. I think, and I'm so excited that we're doing something pretty cool to kind of pull back the curtain on this industry. And I'll go deeper on it there. But when you think about doing something new, you feel like an imposter when you look at the whole thing as a whole, as a big unit, like, oh, my God, I'm gonna teach people. I went through a divorce, and, yeah, my kids are thriving. Or cyrene, like, oh, my God, I went through menopause. But who's gonna listen to me because what you think about, and I want you to really. I think our brains go, how would I teach millions and billions of people around the world how to go through menopause? But it's not really true. Like, you're not teaching billions of people. There's 7 billion people on this earth. But you're not. You're just really going after women. And then the niche, the dot I call it, the niche gets smaller. But you're not just going after women. You're going after women that maybe just speak your language. And then you're going after women that are just going through menopause. And then you're going after women who just want to go through menopause and cure it naturally. And you want to go to women that speak your language, that are going through menopause, that want to cure it naturally, that want to learn from her. And it becomes this little tiny dot, and it becomes someone you could speak to. Like I said, I remember going through this with her. I'm like, can you speak to a woman going through menopause, dealing with. She's like, oh, my God, in three seconds. But if you think of speaking to everybody, that's when it gets intimidating.

That's when it gets crazy.

And now, like, I remember I'm gonna share one thing. I started in this business 24 years ago, and I taught people my first knowledge product was it's gonna sound crazy, is how to make money with used cars. Cause that's how I started. So it was all because of freaking Tony Robbins. I bought his course off an infomercial. I got all fired up. I'm like, I wanna do what this guy does. It's cool. He took money from me, gave me information, changed my life. I wanna do that. I didn't know that that was a business. I could sell what's in here. How awesome. It's endless, right? Yeah. Yeah. So I get all fired up and I film this course, and I teach people how to match buyers and sellers and find cars on the classified ads. Before the Internet. Yeah.

How long ago was this?

This is 1998.

This is amazing.

1998. And how I made money as a kid when you used to. Did you ever go trade in a car and totally pissed off on how much they tell you they're gonna give you.

You take a gig. This is always right here.

So I used to run ads in the classified paper. This is 1990. I'd run ads and say, try to trade your car in. And they offered you a really low price. And you're aggravated. Call me. And so people would call me nonstop, and I'd say, give me two weeks. And I also run ads in the paper looking for if you want, a car at a great price. So I'd accumulate buyers and sellers. I'd get them a few grand more than they got on their trade on. I'd make a few grand. I'd have no money. It was arbitrage. I'd hand off buyers and sellers.

It's genius.

And I did an infomercial about that, right? So I create the product, I create the course, I do the infomercial, and then imposter syndrome punches me in the face. It's like, right before now. You understand. It's not like today's world. The other amazing piece about today is we have organic ways to find your ideal client. You have cheap online opportunities to pay for ads and, like, things we didn't have when I started 24 years ago. There was none of those. Right. What I had to do is I spent $200,000 on an infomercial when I didn't have it, when I didn't have it. So.

So that's a leap of faith.

I paid every bit of credit card debt. I literally applied for six credit cards at one time, got five approved, hit them all for cash advance at the same time. So I remember this was. There was no email back then. I snail mailed five of them at the same time. So I figured if they hit the same time, they wouldn't see that all the other ones hitting at the same time.

I got five out of six.

I maxed out the limits, got all the cash. You talk about my family losing their mind. Like, my sister sat me down like I was crazy. So it was an intervention. Yeah, Dean, listen to me, Like. And she was probably right, you know? Talk about imposter. So Now I'm in 200 grand when I shouldn't spend 200 grand. I'm in an industry I've never done before. I'm doing an infomercial. I'm gonna be a teacher. I barely got out of high school. I had dyslexia. I didn't go to college. I mean, barely got out with a C minus, right? So now I got all these things against me that those thoughts come up. And right before I'm going, I'm like, you fool. Like, what are you thinking? And I was doing okay by then. I had a car business. I had apartments. And I started thinking, like, who's gonna listen to you about car dealerships? Who's gonna, like, you got people so much more wealthy than me. And I started. I started. This is the part. You asked me how to cure imposter syndrome. And just I started thinking of all the things that people wanted to learn. Like, if my wife taught hair. It's like, all the things about hair. Anything you can think about. But what really saved me is this practice that I'll go deeper on in our challenge, but is to shrink it down. When I started thinking of, oh, my God, there's people with car dealerships. I don't even know how to run a big car dealership. But I said, well, but that's not really who I want to help. And I started thinking, wow, if somebody wants to run multiple car dealerships, that's not my person. If someone wants to do $2 million a month in sales, that's not me. If it's new cars, that's not me. And I started thinking, no, that's not me. That's not me. That's not me. I said, who am I looking for? I'm looking for somebody that wants to make an extra thousand to two thousand a month by flipping one extra car through the paper. Yeah. And guess what? There was millions of people that just wanted that. So my messaging wasn't for the car dealer. The million a month. It was like, hey, I've been hustling cars since I was 15 years old, and I found a way to match buyers and sellers. If you're looking to make millions, that's not me. But if you'd like to make a couple extra thousand a month flipping one car, I. I could show you how to find them, flip them without using any of your own money. That's who I'm after. And when I did that, I'm like, I could teach that person every day of the week, all day, completely comfortable. Thinking of someone in a suit with more money, that intimidated me. Thinking of a slick salesman at a car dealership, that intimidated me. So when I narrowed it down, my confidence shot through the roof. Imposter syndrome went away.

Okay, one, that's an amazing example. Two, that actually also becomes your messaging. Listen to the way that you said that. That was your message to speak directly to the person so they could say, oh, that's for me. Instead of trying to speak to everybody.

Right. And when you try to speak to everybody, you speak to no one.

Yep. Yep. That's brilliant. Okay, so getting over imposter syndrome leads to the next thing. And that is. All right, I'm finally ready to be an expert in this area. Except Dean's doing it so well, Tony's doing it, so someone else is doing it so well. And they think the market's saturated.

Yeah, it's saturated. There's nothing left.

And it's my belief that there's no such thing as a saturated market.

Because.

Because if you do the math and you actually figure out how small of a slice of the pie you truly need to hit your financial goals. So your goal might be just to make an extra $2,000 a month, or your goal might to be make $100,000 to replace an income. When you realize how small of a slice of the pie that is so small, then you realize there's room for not just yourself, not just the existing experts, but anybody else that wants to come in and teach in their way and in their methodology, because they're all needed.

And the cool part is that we're all connected, Chris. That when I did this, I had to do an infomercial to people just in America. Now our market is the world, and we can identify our ideal clients. So the thing is, I'm gonna give you another example and show you why that what you're thinking, saturation doesn't exist. And it never will exist. Because the more we niche down, the more we find our target person. And that little pool could still potentially be millions of people. So you asked me, I'm gonna tell you another one. This woman was an art teacher and she said, so many people teach art. I said, okay, that's true. I said, what kind of art? And she said, well, I do watercolors and I do fun based stuff, and I like to take pictures of outside and make it fun. And she said, but I really love to do it, because my teenage daughter, it's the only time we really get to bond. I'm like, oh, tell me more. And she says, they paint together and it's time to connection. I'm like, okay, so this is what your niche is. Paint with your teenage daughter. Women who paint with their teenage daughter. And she said, yeah, but that's narrow. I said, I don't know. Do the math. There's 7 billion people on this earth. How many women on this earth have teenage daughters? She's like, millions and millions and millions. I said, oh, is that not enough people for you? She's like, oh, my God. And her whole thing went from teaching art to teaching how to bond to with your teenage through water based color painting. Oh, I love that. Right? So now all of a sudden, like, if you think it's saturated, it's like there's a million of those niches and people all want to learn from different personalities. I'm sure I teach some of the same stuff that was taught by Napoleon Hill and Dale Carnegie and Tony Robbins and Wayne Dyer and Eckhart Tolle, but I teach at the Dean Way. You guys, we were both at a Lewis Howes event. I was speaking, you guys were there. Lewis teaches some stuff other people do, but some people you resonate with Lewis. Some people I saw you had amazing group of people here in Arizona. They want to learn from YouTube. Right. So it's not only that you can niche it down, not only it's impossible to get saturated. People want to learn from someone that aligns with who they are, their character, their values, and that is limitless. And the other thing you have to realize too, because of the world shutting down, because we're socially distanced, people are virtually connecting at a bigger scale faster than ever. This industry, I don't know if Forbes says this industry, the self education industry, will be a $1 billion a day industry by 2025. So now you have people niching down, the industry exponentially growing, and you have the ability to share. It's not. This isn't. You missed it. This is the front of the wave.

Yeah.

You know, you jump in in five years, maybe you're a little bit behind the wave right now. You get to ride the wave all the way to shore.

I know you and Tony believe in this so much, that this is the future of education, that you guys bought mastermind.com, you've got the amazing building, you've got the amazing platform, you have all of that. Your bet right now is that we are on the front end of a revolutionary change in how people get educated. College has become prohibitive, too expensive. And by the way, on the note of college, I think you've been mentioning that you didn't make it all the way through high school. I was booted out of college. You didn't take traditional high school, didn't graduate.

So.

So education in the traditional sense is no longer a prerequisite.

And look at all the big companies are hiring based on your self education, your specialized knowledge. Right.

What about people? They're like, okay, I'm getting fired up, I can do this a little bit. But the sound of the feeling of selling or marketing my product, my course, that feels icky to me. I know that in the beginning, when we started this, that was one of your hangups.

Yeah, I mean, in the beginning it definitely. I had serious hangups around money. It was like, money is bad. I should give people the best deal that they can. And even just through experience, I started realizing that the people that I would charge the least or give the best deal to wouldn't show up or they wouldn't put the value on. When I was a personal trainer and I'd give them a really cheap training session, they wouldn't show up to it.

And I was like, what is going on?

And he was the one who actually sat me down and he was like, you have to know your value and you have to know your worth and you have to charge more in order for people to understand that this is valuable and it's worth something. And it was a massive shift for me, but it was something that completely changed even how I showed up, like how I served. When I put a higher value, knowing my value on something, I actually showed up even bigger because I knew that I wanted to provide that value for that price. And it was really challenging in the beginning because I had to let go of the old belief that it was bad and I had to start leaning into the belief that I was just like you said, with it going back to your 20 year old self, like when you really get that, you understand how important it is to have somebody, you know, to charge someone for that information so that they can also show up. I think, you know, charging is transformational. I think asking for money is a transformation. Having them pay the money or have to try to get the money, that was a huge transformation for us. In so many moments where, you know, we couldn't afford certain self education. I actually specifically had this happen before I launched into everything that I'm doing now. And I remember Jack Canfield had put out a program that was all about training trainers. And it was a high ticket price, way more than we had at the time. $25,000, $25,000 ten years ago, we did not have it. We were just coming off of losing everything. And something in my gut was like, I have to do this. This is what I meant to do. And we scraped, we actually scraped to get that money. And because of that, what ended up happening is I was like, I have to show up for this now. Like, I have to do this, of course.

And you have to squeeze every bit of it.

Oh my God. And it was the most, even just the moment I did that transaction, it was probably the most transformational thing I'd ever done.

Yeah, right in that moment.

You probably transformed in that moment. So it was, you know, once in a while I Still struggle once in a while and I'll like, kind of go back to that place of like, okay, let's get rooted in why this is important.

Yeah. And I think such a great point. I'm really happy that you shared that. Because when you really look at it, selling is service, right? And I know we know that, but we have to fundamentally bake that into our DNA. I mean, think about, we had that crazy story about going back to your 20 year old stuff self. If you walked up to your 20 year old self quick and they didn't know it was you in 20, 30 years, and you just said, hey, would you like this course I created about your future or would you like that brand new Lamborghini?

They're going to take the car when they're young.

Two seconds. Right. But what's worth more?

Yeah, the. Worth more, of course. Infinitely more.

Infinitely. Right. So I look at it this way. I had this conversation with Cyrene when it got the girl that I tell you about menopause. I've had this. This is one of my favorite things to teach in the whole world, right. My favorite things is switching the mindset from selling to service. Right? So she said when we got to selling, she's like, oh, you know, I just don't. I just feel weird. And I'm like, okay. So let me tell you, how was the struggle when you went through menopause? How was it? It was horrible. I thought my husband was gonna leave me. I thought I was ugly. I said, okay. I said, then by you not selling, I have to be honest with you, you're screwing over women right this very second who are going through menopause, who don't know what to do, who feel like they're out, they have night sweats, they're gaining the weight, they don't feel good. Do you have a solution to that? She goes, oh, my God, Dean, I do. I said, well, then you need to take the same passion you have for these women and realize if you don't sell them, you can't serve them. If you build it, they will not come. I don't care how good your product is. I said, and I remind people this all the time. I said, did you know Barnes and Noble, hundreds of thousands of books, 80% of the books in Barnes and Noble sell less than 100 copies.

Oh, wow.

Out of the 20%, over 180% of them sell less than a thousand copies. Wow. So think about if you could compound the effort and energy that went into those books, the years and the Valuable knowledge in them. And the knowledge. And all of them thought this, if I write it, they will come. No, they don't come.

Right?

So doesn't matter. Cyrene can help women through this. If she doesn't market, she doesn't get to serve them. And I said, here's the thing you really gotta think about. If you don't put yourself out there and serve these women who need you, only two things can happen to them. They suffer in silence, or they buy some magic pill that doesn't work because someone was a slick salesman. Sell through your heart, impact their lives, create success for you and your family and keep going forward. And I just watched the. I do this hour training on that topic, and I watch hundreds of pounds of like, oh, my God, I have.

To Dean, I'm actually really passionate about this too, this whole idea of sales, because I know it's people's biggest fear, but fear comes from protecting your ego, right? So when they're afraid to market, when they're afraid to sell, what they're really afraid of is people saying, oh, that looks, or that's icky, that he or she is marketing their product or selling their product, and they're protecting their ego by saying, well, I don't want people to say that about me, but I believe that actually, deep down, people are loving enough where if they choose to protect other people's needs instead of their ego, of I don't want people to say that about me, they'll realize that sales is a loving act. Because what you're really doing is you're interrupting people's pattern of decision making that brought them to a point where they don't want to be. And when you market to them and sell them, you're able to reach them and redirect that pattern of decision making into a place that they want to be.

Right.

And that's an act of love, right?

There it is.

I'd say we're obligated to do that.

I agree.

Okay. So picking your niche, serving people, selling all of these things. It's great for someone to watch this and get all excited, but it's probably not enough for them to truly take action and build a real income, build a real service out of just watching this quick video, what you and Tony are doing by. And I know what your schedules are like. I know your other projects, carving out the time that you guys are carving out to build this challenge so that people can actually go day by day by day and start to get into action and get this idea off the Ground. I think it's the most selfless, miraculous thing, you know, that the two of you could do. Would you mind telling us about it a little bit?

Yeah. Thank you for that. I appreciate those kind words. You know, this is really a crazy time in the world. And Tony and I, you know, that guy's schedule. I don't know anybody's schedule. Crazy with mine.

Except both of you. Yeah.

But when the world is open, he's on the road 250 days a year.

Wow.

But he's home right now. And we got together in January. We did a challenge to help shift people's mindset. It's a new world. They have to have a new frame of mind, a new state of mind, a new way to look at things. So who better than him? So we put together a challenge in January called the New World, New youw. We put 837,000 people in the challenge, and it shifted people's mindset. But now we know people need to shift their economic future.

Right.

The world has changed. How do you build your own economy? How do we help the global economy? We help people build the economy in their home on another level. And especially pivoting, shifting, kind of like the who moved my cheese? So we got together, and I said, let's do another challenge. It's May 11th. We're gonna call it the own your future challenge. Cause this is what I've been saying. If you don't own your future in a shifting world, someone else is gonna. I don't want anybody owning my future. I don't know about you guys. Tell me how to dress, when to pick up my kids, when to do like, it drives me crazy. So how do you own your future? Gain new capabilities to be in front of the wave. So we decided over five days, if you liked what we talked about today, we're going deep for five days straight. The challenge is free. Not kind of free. Totally free. And each day, like, day one, we'll anchor in why this industry. Day two, we're gonna go through a process on how to find exactly what you'd be teaching at home. Day three, I'm gonna share my favorite thing to share on how to turn sales into service, how to fall in love with sales, and the process to do it because, you know you're serving. Day four, we'll teach it this storyteach tool model I use on how to teach it and feel confident and how to find people. And then day five is finding it and how to make it mastery. So this is, like, it's not the end of the five days. This is the beginning of a new you. And I don't know if there's anybody better that can do it. I'm not saying. But I've been in this business since 1998. Tony's been in for 40 years. Between us, we're 65 years in. And then we're like, you know what? We have a lot of friends that I think could help. So you guys are coming as well on one of the days. But we got so many incredible people coming up.

The lineup. Amazing.

So there's a Link. We have Ownit64. Ownit64. Com. You have to go to the link and see the people that are speaking. Like, it'll blow your mind if I just mention some of them. You won't believe it. And it just. We're all coming together. I'll be honest with you. All of them are doing it for free. Tony and I asked, and it's cool. Tony's put a lot of reciprocity out into this business. It's changed my life, and I'm blessed that I think I've done that as well. And all of them said immediately, yes. How do we serve? How do we give back? And I'd say three things. And this goes to what you said, Lori. One is, go reserve your spot because we're not doing a replay. This is it. It's live. And then we gotta take it down. We can't.

It wouldn't make sense to do the replay. This is where day by day, we're walking you through each phase so you can get your business off the ground.

Exactly. Two, and I believe this is really important is it's free. And people describe, oh, it's that free challenge. Tony and Dean are doing, like, in your head. When you go, go to ownit64.com when you register, pretend you put in a credit card for 10 grand. Because the fact of the matter is, in another world, you'd pay ten grand to learn from Tony Robbins, myself, Fred Prince, ea, Trent Shelton, Brendan Burchard, Russell Brunson, Jenna Kutcher.

It's the dream team lineup.

Jenna Kutcher. It's Shailene Johnson, Dave Hollis. You pay ten grand minimum to learn from that group. So I'd say is pretend you paid ten grand, because like you said before, sometimes you get at a discount. Like, it's just free, but like, literally anchor it and you spent money. And third, I'd say grab a friend, take the same link and send it to a friend and get an accountability Part so you guys can go through it together.

What you just said there is really important. Bring people with you. It's funny. I released a podcast earlier this week where a rising tide lifts all ships. You can't just build things up yourself. That's no fun. It's lonely. And then there's the awkwardness of leaving other people struggling behind. You gotta take the link. Own it 64. Give it to your friends, give it to your family, give it to other people you care about. And then law of reciprocity says they're gonna help hold you accountable.

Absolutely.

Moving your business.

Did you really allow them to miss that? Because it really, you know this. It sounds like I'm being cheesy here, but it really is a once in a lifetime opportunity because the world's opening back up. I'm not going to be able to. Tony and I, even though our friends can't. You can't get 13 super people, not this lineup all together in one week to just go really deep. And here's the cool part. So I just got on the way here. I was listening. I took my golf cart here because we're neighbors.

Coolest golf cart ever.

I took because Shailene Johnson. I don't know if you know Shailene.

Oh yeah, we love her.

Shailene's amazing. She left me an eight minute message. This is what I want to share, right? And she's like, I used to sell used cars. I was bro. I never thought I'd be in fitness. Like, I didn't think that was for me. And I showed up thinking I was such an imposter. And she's like, she had this whole thing of like, she was scared to death and who would listen to her? And she really wasn't into fitness. And then she tried to model other people and she felt all awkward. And then she's like, I just said the hell with it and decided to be me. And oh my God. People loved just me. And I've just been me through this whole. And she has this great story she's going to share. She's going to blow your mind. She's day two. I can't wait for her story. And then Prince Ea. I just looked. He just left me like, we got all these messages because here's one thing you really gotta hear. People aren't born in this industry. Most people don't go to college for this industry. Our life experience pushes us into this and it is exactly the experience of our life that makes us qualified to do it. So every one of These incredible speakers, you might know them and you're like, oh, I could never be them. They were you scared to death at an event or read a book or went to Jack Canfield or I bought Tony Robbins infomercial or Brendon Bouchard, decided that, you know, his girlfriend was taken and corporate America wasn't working. Like, we all have a story. What will yours be? The moment that you got the capabilities and decided to do it. And that's why Tony and I said, let's just do it for free. Five days. And I think we can change a lot of lives. And our goal is 1 million people.

It's interesting.

I love that.

I feel like when you said, you know, people's struggles turn into sometimes their blessings. When life is. When you think life is kicking you down, many times it's just kicking you into this industry. And I think that's a time that a lot of people are going through right now. And so all they have to do is go to ownit64, totally free, ownit64.com, totally free, and get five days of mentoring and moving your business along day by day by day by the best in the world. The best of the best.

I love it because it has all of the components that I feel like are required for transformation that I've required through the years. It's really shifting your whole environment. It's just like completely immersing them for five days around a different way of thinking with people who are just gonna fill your brain with different beliefs and different ideas and different possibilities. If I can say one thing, it's truly that your environment is stronger than your willpower. So how do you. You get so immersed into an environment that is going to help bring you to the place that you want. I love that for what you guys are doing. It just has, you know, right down to so many people. One of the biggest things right now that I hear is like, I have so much anxiety. I'm just so uncertain. And the way that you can combat anxiety is exactly what you guys are doing. Creating a plan, even if it's just a five day plan of this is what I'm doing. I'm gonna immerse myself in a different way of thinking. I'm gonna immerse myself around people who are. I can borrow that belief and that possibility and maybe something will shift in me during that time. So this is.

I love it.

It's the way that I have transformed as being in groups like this and being around people like you and Tony and Jenna. And Chalene and all of these people who I, you know, just seeing what's possible and, like, really being in their company, which we're gonna be in their company for five days. Plants that seed. It just plants that different question that gets you into action or into a new belief rather than, and I can't do this. I'm an imposter. It's like changing that question. That's what I know you guys are geniuses at doing.

And that's day one. Day one is just stack to shift their beliefs. It's Tony, myself, and Jenna Kutcher. Day one.

So good.

And I don't know if. I mean, Tony does that for me always. He's a dear friend, and I've been listening to him for 25 years. But every time I listen to him, I'm on another level of like, oh, I can do anything. So day one is designed to put people in a state where by day two, they go, okay, Shaleen, bring it. Brendan Burchard, bring it.

I can do this.

I'm ready. Okay, step one. I know what I'm gonna teach. I know I'm teach it to. Okay, day three, who do you got right? Russell Brunson. Jamie Kern Lima is on day three.

Legends.

You know, like, we just got over it. Like, so it's. I'm stoked. And. And thank you guys. I appreciate you guys. You know, the support you guys give is amazing. And we'll. We're gonna rock this for your. For your listeners.

Other way around. I'll tell you what. Thank you for letting us film and record some of our backyard conversations, because this all comes full circle to what we opened with. Not everybody can necessarily have the proximity or ability to hang out in the backyard and lift each other up the way that we should. This is their chance for five days to do that virtually no matter where in the world they are, to get lifted up and poured into and strategically brought along down the set of tracks that might lead them to their future freedom.

I'm so excited, because this is exactly in your lineup. Is all of the people who have actually had the most transformation on me where it wasn't just like, oh, I could maybe do that. It was like a belief was changed forever in a moment. And that can happen. It truly can happen. It didn't make the fear go away, but the belief changed. And that's why it's so powerful.

And I think what it does, it gives you courage. Right? Courage isn't taking action in the action. Absence of fear. Courage is you're scared to death. And you go anyway. Always. Right. Same here. And you go anyway. So, yeah, we're really excited. And here's the cool part. The last two challenges, I did one. And Tony, the last two challenges, and especially in this industry, has been 65% women. And we absolutely love it. So I'm telling the guys right now, you better step up your game because even our success and Jed has been a big part of this, too. Even the success, success are at about 65% women, just crushing it. So it's going to be an amazing event. I love it.

Well, listen, if you're at home and you're excited, do the following. Go to ownit64.com, ownit64.com you have nothing to lose. It's totally free. Even if you get one piece out of each day, it's going to radically change your life because those are seeds that you plant that turns into the crop that will bloom over and over and over again for you. So join us. Thank you for letting us be a part of this.

Thank you so much.

Love it.

Oh, my gosh.

It was so, so good.

It feels so great.

This is great. Now we're going to have to record all our comments.

I know, I know.

All right. Yeah.

More to come, guys. But step one, go to ownit64.com. Thanks for listening.