The #1 Thing That Separates You In A Saturated Market, Q&A at Aspire Tour Live

When you think of things that are saturated, I think the separator is always your individual story and personality. That is our separator, even with AI Right now, I'm just thinking of building my company. Anyone can go and create beautiful branding, create incredible emails, create incredible funnels. With ChatGPT, it is blowing my mind what we're capable of doing. And I think that the separator in everything is going to be. How much of a vulnerable, real community can you create? That will be your separator. Oh, I'm so excited to be here. Has this been, like, the best day ever so far? Okay.

Sounds like it. Well, very good. Well, I'm super excited to have you on the stage today. Lori's been with us a few times. She was in LA with us and I think a few others, but so it's always good to have female entrepreneurs on this Aspire stage. Appreciate you coming out today.

I'm always so crazy inspired. And I'm not gonna lie, this. This, like, levels me up. I'm backstage, like, what am I doing here? Okay. All right, we're gonna do this. Yeah.

So you've been an author, obviously a business owner. You guys have a. You and your husband have a business together. You know, if you don't mind, just so that those that maybe haven't had the chance to meet you or know you can kind of hear a little bit of your story, can you just start back at the beginning? So instead of jumping into the business and all the success you guys have had, kind of take us back to the beginning, like, what started all of this?

Well, I'll go back to the very beginning of just growing up in a really small town, who from here is from a very small town who saw nothing like what we're seeing today. Okay, show of hands. Show me who is like, I can't. I couldn't have even imagined myself here. Okay, so I'm from a really small town in Upper Michigan. I was also raised in a religion where I went door to door every single week. So I lovingly call that now rejection therapy. Because it's weird how people didn't want to buy into Armageddon. But anyway, I converted exactly this many people in 18 years of being in that religion. And through that, I look back on that now, and I'm so grateful for those times, because I swear to you, that is where I built so much resilience, is in all of those rejections. Anybody in, like, a massive rejection period right now, you're just in therapy. It's free life is giving you free therapy. It's wonderful. So when I turned 18, I ended up leaving that religion. Love my family so much. But I knew that there was something more for me. No clue what that was, but I also knew because I grew up from an overweight family, that I really was intrigued by health and fitness. And at the time, you guys, there was no, like, Instagram, There was no Facebook. It was very much if you wanted to be in the fitness space, you were like Jillian Michaels, or you were like, in these, like, fitness competitions. And so that's the route that I went. And I started entrepreneurship because I not only wanted to get fit, but I also wanted to help other people transform. Now, this was a little bit of a barrier considering that I didn't graduate high school. And I actually, one of the reasons I got into fitness as well is it was one of the only industries that didn't ask you for a high school diploma. And so I found this little, like, gateway in. I was like, okay, I can do this. I'll be so good at it. And throughout the fitness journey, I really started that entrepreneurship journey. And from there, when I started a very small business in the basement of the lower level of a chiropractic center of a client who was an LA fitness client, she said to me one day, she said, hey, Lori, I have this unfinished basement. I'm opening a new practice. Would you ever want to train me for free while you get your business off the ground? Because you're always telling me that you want to start a business. That's key. Number one, everybody tell everybody that, you know, that you want what you want to do, because people are the path to make your dreams come true. So tell people in this room. And so because I told her so much, she's like, hey, get started in my basement. Now, this was an unfinished basement. It was like studs. It was the wires hanging down everywhere. And I just told people, I said, oh, we're in construction. This is going to get done. I had zero dollars to put into this basement, but that's really where that started. And from that, what I lear is that when people start on that fitness journey, it's kind of like the initial cracking open to more. Anybody in here had a health journey that all of a sudden, once you get that under wraps, you're like, oh, I think I might want to do more. I think I might want to make money or get into business. And so I just noticed this trend with all of the women that I was training that all of a sudden they start Getting their health in check, that now they want to do more, they want to be more. They're kind of like, whoa. I think that, you know, this made me feel confident. This made me feel like there's more. And so from there, that started me training people on personal, kind of personal development, and then the personal development piece got me into the entrepreneurship piece, because, again, you kind of crack people open with personal development, and then they realize they want to make money.

So for you, coming from, you said, an overweight family into being now someone who's training someone in fitness and then now transitioning into entrepreneurship, what mindset shifts have had to take place to go from being where you are to then being successful in something that maybe you struggled with?

One of the biggest mindset shifts that happened for me is understanding that you don't have to know it all, and you don't have to know it all at once. And so I think that looking back from when I was raised, I had the belief that you had to have a certain education, you had to be a certain type of person, you had to have a certain type of support in your life. You know, your family was a certain way in order to do something. And what I slowly learned is that you can build that network for yourself. I built my entire career. Everything that you saw in those videos from rooms like this, no joke, they started in a room just like this. I went to Tony Robbins, Landmark Forum. Then I started coaching with different people. We did masterminds. I had mentors. I just dove in head first. And I've done that every year now for 15 years. And I can tell you, it is like quantum leaps every year from that.

That's awesome. So good. In your book and in a lot of your podcasts and interviews that you do, you talk a lot about tribe. You talk about finding your tribe. So, you know, you talked about the power of networking in rooms like this. But how important is it to also find your tribe and find that group of people that are going to support you and be there with you as you go on that journey?

I mean, you. You guys know, because you have to be around the people in your industry if you want to get to the next level. You have to be around those people who are doing the really big things out there. You have to get in those rooms. You have to get in the rooms that not only normalize it, but you have to get in the rooms that make you really uncomfortable. Was anybody uncomfortable at all coming here? I would love to just see, like, honestly, does this make anyone uncle thank you. Me too. Me too, actually. Yeah. This is the room that you should be in to grow, and you should seek the discomfort because what happens is your growth will not happen at home. Right? It never happens. When it feels good, it's getting in the rooms, it's seeking that discomfort in that network. But my network has truly been everything, and it's come by way of people in rooms like this because I'll meet someone and it's already leveling the playing field, and it's finding the people who already have the match for you. It's like you guys are in a giant dating app right now. Like, there's so much that you all have in common. Like, if you talk to each other, you would have so many goals that are similar. You might have a background that's kind of similar. Like, maybe there's a lot of you in here who have to, you know, your family doesn't necessarily believe in you. Maybe your partner doesn't believe in you. So you kind of came here because you're like, are you my people? I hope you're my people. And so that's the importance of getting in these rooms is it normalizes what you want to do. I remember when I had started network marketing, I was like, okay, well, is it even possible to make a bunch of money in this? And this was 15 years ago now. And I remember the first event I went to. I watched the whole morning and couldn't spot myself yet. You know when there's a lot of people on stage and you're like, okay, that's cool. But she just said she had this college education. That's cool. But she was a nurse, so she must have used her nursing background to share about the supplements. Okay, that's cool. But that woman is so smart and just rattled off so many numbers, and that is not me. Then the afternoon came and there was a woman who was just like me. It was like, didn't have the educational background, like, really struggled, didn't have support in her family. And I was like, that. That is my proof. And I took that proof and ran with it. I was like, she just proved to me that this was possible. I'm going to learn everything that she did. I'm going to learn from the people in this room. Like, I have to be 100% willing because she just made that possible for me. And so I think your. Your network is. Not only did. She was the one who made it possible, but then what happened is those people who I was like, I'm not necessarily that. I Get to learn from them. It was like, what's the best way to close people? What are the different sales tactics? All of these different things. So your network is everything. I would be exactly zero places without my network because I just learned that you have to ask. You have to ask everything, and you have to be willing to show up vulnerably in those conversations. Because I will tell you what. Once I got into a company where I had to raise money, I had never done that before. Once I, you know, had to even learn how to do a products company, I had never done a product company before, which my company now is a product company. I would get on these phone calls with these different men because that's a lot of who is in the CBG space or that's who knows how to raise money. Because when I first started, I looked around and there weren't a lot of women who were doing that. And so when I would get on these phone calls with these guys, the last thing I wanted to do was be like, I don't understand any words you're using. But I had to do that over and over again. I was like, okay, so what does LTV mean? What does CPG mean? Okay, what does just EBITDA mean? All of these questions that you have to be willing to get super vulnerable in order to grow. And I think that that's been one of the biggest things for me to learn is you can't get to where you want to be without paying the price of embarrassment. You can't get to where you want to be without paying the price of public failure daily. You have to pay that price. But it is so worth it because you are already sitting in worst case scenario. You're already sitting in your worst case right now because you're not yet the person that you see in your head. And that's the most painful spot you can be because you know what you're capable of. And the people in this room are going to be the ones who are going to hold you to that standard and hold you to that, you know, fire of who you want to be. But you have to tell them. You have to tell them what you want. You have to make an agreement. And that's one of the biggest things in networking is you can't just come in this room and expect that you're going to leave with friends or go, you know what they talked about building your network, and these were my people. But I didn't feel that. Like I left and I didn't have that. You have to Be active in these spaces. You have to go up to people and say, hey, I need accountability. Or, hey, did you join that mastermind? Or, hey, are you going to the next event? Let's hold each other accountable in between. Let's make some small goals in between that we do so that we make sure we're showing up as, you know, as the people that we want. So when I'm in these spaces, I am looking for people. I am like, that stalker who's like, okay, who do I think could actually be my friend? Or who's somebody on the same page as me who could exchange numbers and we could hold each other accountable, and that is going to be how you reach your goals. So you have to be really active in these spaces to build your network.

Yeah. So good. I think sometimes we laud people that are innovative and they kind of, like, create success in spaces where no one else, you know, exist. But you create a success in an industry that is extremely overcrowded. Right. Like, you went into a red ocean scenario in health, wellness, fitness, and you crushed it. So what were some of the secrets? Like, what did you do that helped you actually find success in an area that's so overcrowded?

I mean, you're not gonna like it. I just showed up every day, every single day, and didn't take a break. You know, I'm even thinking about the places that I'm really challenged in right now, and I think we're all there. Like, social media is a really. It's always changing. And again, I'm finding myself in a space where I'm like, this, okay, this sucks. Like, we're back to, like, how are we restarting? Trying to figure out how to get even more engagement. And I think that when you think of things that are saturated, I think the separator is always your individual story and personality. Because in the fitness space, I had the realization that there was not a ton of people who were being super authentic about their challenges, and I just went for it. I was reading personal development books, and I was like, you know what? On Facebook, every single day, I'm gonna write a post about how I actually feel this morning. But what I'm going to do instead, like, I have a podcast called earn your happy. And I called it that. I've had it since 2016. But that concept, like, came into my head one day because I used to think that people were supposed to be happy, and that was making me depressed because I was like, wait, are we just supposed to be born happy? And so I dove really hard in the personal development space and the fitness space into being really vulnerable. Like, saying, okay, I know that people think I'm a fitness person, but I actually feel, like, depressed today. I feel really overwhelmed. I'm super, like, you know, me and my husband got in a fight because all I did on the walk was talk about my to do list and I didn't even look at him. And I was such a psychopath on the walk that he was like, I can't walk with you anymore because all you talk about is your to do list and you're driving me crazy. And then I went down a whole path of saying you're not compassionate. And this blew up into this massive fight. Like, I was willing to share those things because I wanted people to know that this is what it really looks like on the path to building who you want to become. It's messy, it's ugly, you feel like a loser, you have anxiety. You might be doing these horrible habits that you have while you're out there. Even when you first start, maybe you're speaking about health and wellness. And then I'm at my fridge binging on cookies. I just got so honest that I think there's a part of us that, that is our separator. Even with AI Right now, I'm just thinking of building my company. In all honesty, anyone can go and get a great formulation now because it's all on the Internet and anyone can go and create beautiful branding, create incredible emails, create incredible funnels. With ChatGPT, it is blowing my mind, what we're capable of doing. And I think that the separator in everything is going to be how much of a vulnerable, real community can you create? I think that's it. At the end of the day, that will be your separator.

You have created a new company, Gloce, and obviously that's still. That's a space that, you know, has some competition in it. You don't mind, kind of explain the brand to the audience. But also, what gaps did you see in the marketplace that like, you know, made you actually want to go into that space?

Great question. Glossy is a skin routine you can drink. So it's essentially a skin first hydration.