Episode 213: Leading with your Soul with Dov Baron

Aren't you fed up with calling a business only to reach a voicemail, phone tree, automated system, or worse, someone who sounds busy, bored, or actually annoyed you are calling. I can't believe how many businesses we interact with spend money marketing to drive phone calls and then completely fail at handling those calls. A full time assistant costs a lot of money, but at a fraction of the cost. Abcony Connect provides businesses with a world class personal, professional and courteous team of receptionists specifically trained to take their calls. Based in the 247 city of Las Vegas, Abby Connect has been wowing business callers for over 13 years. No wonder they are the highest rated live receptionist service for our listeners. Abby Connect is offering a no obligation free trial. And after your trial is over, our listeners will also receive $95 off their first bill, but only when you sign up at our special link. Abby connect.com profit first. That's abbyconnect.com profit first. Sign up today to experience the difference. Kal, do you ever notice that when someone says something, you hear the wrong words? Like, I swear to God, Brian's like, I'll be there this Thursday. And you're like, it's a lie. It sounded like you said, it's a lie.

I was like, that's fine.

That's fine. That works.

Yeah. Maybe you were thinking that in your head. It's like you're projecting.

That's what I think I'm doing. I project a lot. Don't. Do you ever do that? You.

Yeah, I think everybody. It's human nature.

You think someone's gonna say something.

Perception becomes reality. So you create this.

And I think texting makes it worse.

Oh, yeah. In terms of tonality.

Yeah. I got in a fight with my son. Like, so we had. So Jake does some of the tech work here for us, right? And we had that one day the Internet was down, computers were problematic, and we don't have any tech people here and we don't have a tech outsource company.

Right.

Jake does it. And the fallback is me.

Right?

So it's down and I'm like, jake, when you're done with school today, can you come in? Because this is a big project. So I get a text back, says, I suppose I lost my. I suppose.

Like he was just being sarcastic. Funny.

No. So, well, I don't know what he was doing. So I, I said, don't come in. I said, I'll find a kid that wants the work. You're not ordained to get this work because you're my kid. I'LL find someone that actually wants the work. So I went to meet with him at home that night. I said, I gotta talk to you. He's like, I gotta talk to you. I'm like, what? And I'm like, you said, that's not.

The way this works.

Yeah.

I'm your father. He goes, I suppose I offer you work and you're doing out of obligations at your sense, like, I'm actually paying you for this. What you're indicating by saying, I suppose that you don't want to do the work, but you feel obligated to do the work.

Yeah.

Screw it. He goes, no, no. I said. Like, I suppose that's fine. Like, yeah. He said, that's the way I intended. He goes, and you jump down my throat so quick. You're the jerk, dad. And it came a scene out of the. You ever see the Breakfast Club?

Yes.

Where he's like, smoke up. Daddy's like, no, F you. You smoke up. Right. The whole scene broke down over it. Work as opposed to smoking.

Yeah. I think that absolutely true for texting. It's horrible. Especially, like, around this area where you have a lot of sarcastic people. It's very hard to portray that appropriately.

Yeah.

Through words.

So there you go. That's the big takeaway for today. For God's sake, don't text people or anything. Especially when it's, like, an emotional thing.

Whoops.

I kicked off the sound too quick.

On that note, welcome to the Profit first podcast, everybody.

Big episode coming. Is the Dove episod. See how I'm not doing the episode numbers anymore?

Yeah, it's great.

You told me not to do it.

I know.

I think it's better, but I had to give it a label.

Yeah.

So now it's the guest who comes on the episode. That was the big. Aha.

Great. That's great.

It was last episode with Bob.

Yeah.

Now, Dob, the only other thing is to do this. We all have. We can only interview people with one syllable name.

Bob.

Dob.

Mike.

All right. I'm Mike Michalowicz, by the way. I am the host of this blathering abominable disaster of a show. I'm also the author of the Profit first book.

Thank God.

At least that's going for me. And I wrote a new book called Clockwork. It's available in one day from this Going live tomorrow.

Tomorrow.

This is the game changer. Clockwork is a book about how you design your business to run itself, you know, so you're not necessary. You can make yourself work in the business. You can enjoy what you do, but you're not necessary for the business to sustain. It can support you for once. That's what clockwork's all about. And profit first, well, that's all about profitability and that's why we have this show. We're going to discuss how to drive profit in your business. We discuss every part of profitability and today we're going to talk about the necessity to have soul in your business. Dob's going to drive that home for us. That's back to you. That's back to you, Kelsey.

Well, everybody, please find us on itunes, stitcher, TuneIn radio, profitfirstpodcast.com or any podcaster anywhere. And please subscribe. So you get us all the time.

Yeah, subscribe. And it's on Google Play. We just heard there's a, there's a bakery, the Whipped up bakery that's now playing us 24 by 7 at their store. Why not? Why not? If you have a brick and mortar, why not? You have the Proffers podcast going permanently at your store. Yeah, you know, I'm starting to solicit supermarkets and telling them to stop playing the stupid elevator music, start playing the profit first podcast. It's amazing.

Yeah, we should probably talk about food or something if that's the case.

Yeah, you should. Yeah, exactly.

A little applicable.

I do want to thank our corporate partners to make the show a reality. First one is Right Networks. They're the big one. They really stepped up big time. And they can step up for you too, because Right Networks helps entrepreneurs just like you securely transition your accounting based desktop applications and all your legacy applications into the cloud, regardless of the version you're using as a partner. You can trust that Right Networks will take away the burden of it. We just talked about that and you have my son Jake, who I suppose I'll come and fix your computer. No, Right Networks just does it so you've time to focus on your business. You can move your entire desktop and all your legacy applications to the cloud, allowing you to work from anywhere, anytime, any way you want to with the add security of the Right Networks protection. And you know how you, how you use your system?

How?

By picking up the phone. Because you're on old school desktop applications.

Yeah.

Call them at 888-210-0237. That was 888-210-0237. And when you give them a call, tell them you want their system, tell them profit first and they give you a little bonus which is 10% off or against Your knife set. I think you can pay, but you can also go to wrightnetworks.com, but I would give them a call, give them that secret code. Profit first. And finally get your desktop on the web so you can work from anywhere. Also making the show a reality is nexteven receipt bank. We'll tell you more about those fine folks in a little bit. Before we interview our guest, I know we do have a shout out from someone in our community.

We do. This one comes from Mick Kling.

Hey, Mick.

He posted this on our website profitfirstpodcast.com he says, I just finished reading Prophet first for the second time in two weeks and wanted to say thank you for a great read. It was given to me by one of your PFPs, who I barely know but was kind enough to send me the book. I've been implementing a system similar in my business for years, but you really clarified things, especially about why I should be doing it.

You know, Mick, we're going to be talking about why. There's another why. As Dov says, why below the why. Why below the why. And that's what we're going to talk about today. Dov Barron has been speaking internationally for over 30 years. He's the man with a finger on the pulse of the evolving world of next gen leadership. Twice cited as one of Inc. Magazine's top 100 leadership speakers to hire. I don't think I was ever cited in anything. My mom doesn't. My mom has a list of speakers and doesn't even cite me. That's amazing. Dov is a bestselling author of several books. His latest book is Fiercely Loyal, How High Performing Companies Develop and Retain Top Talent. Don't you want your teammates to be fiercely loyal?

Yeah. I love this.

Dov's gonna share how to do it. Dav, welcome to our show.

Welcome, Dov.

Thank you so right away.

It's an honor and pleasure to be here.

Oh, it's an honor and pleasure to have you fiercely loyal. That's the dream of every business owner. What's the secret to that?

Stop pushing people out of the door. We're done. That's it. Good night. Thank you.

Mike. Drop out of here. Well, what do you mean pushing people out the door? I don't feel my business is pushing people out the door, but maybe I am. What do you mean by that?

Well, if you are looking to keep people loyal, but you're treating them like it's 25 years ago, you're pushing them out of the door. What I mean by that is that many leaders today are still trying to lead like it's 20, 25 years ago. We think that what's going to keep people loyal is money. Money matters, but only to a point. And the point that was brought up in the research was about $72,000. However, that's not a true figure. It's a $72,000 lifestyle. So, for instance, if you live in Manhattan, 72 grand is not going to go as far as it would do if you lived in Ohio. So it's that lifestyle. So if you once, once we've got to that lifestyle, we stop thinking about money in the same way. It doesn't motivate us in the same way. So you've got to find out what it is that drives your people, specifically and individually.

And so my corporate goals may not be driving them?

Oh, absolutely not. It might actually be pushing them away.

Interesting.

Unless you've clear. Unless you are very clear about what they are and more importantly, why they matter. The number one thing that's important to millennials. Let me just be clear here. When I say millennials, people often will think of somebody who's 22, 23 years old, but the eldest millennials are now 38 years old. They're already moving into leadership positions. They're the oldest ones.

Yeah.

So the thing that matters most to millennials is meaningful work. Not just going to work on a job, but work that actually has deep meaning.

And so that kind of ties into the topic for today about having a business that focuses on the soul. And I asked you about that off air and you said it's, it's about the why below the why. Yeah, that's a mind blowing statement. But I don't even know if I really have clarity behind that. What do you mean by the why below the why?

Well, we all love Simon Sinek and his work starts with why. Great stuff, Absolutely fabulous. Highly recommend it. And then when you go a little while longer, you'll realize there's something else about it, something deeper, something more profound. And what is that is? So when people, I ask people, do you have your why? Often people will say, yes, we have our why. Okay, that's great. Tell me what it is. And very often what it is is a glorified mission statement. It's not a why at all. Okay, so, okay, so let's say we do some work, we find, you know, oh, yeah, okay, now I've got my why. Great. And we start to talk about what their why is. And I say ask them a simple Question that I'm going to ask everybody who's listening. The first question is, do you have your. Why do you, you know, did you read Simon's book? Have you done that work? Have you done the research on yourself to find that? By the way, if you try to do it on, probably going to fail because of one simple reason. Nobody is objective in their subjective reality. You don't know what's going on. You know, there's a wonderful story, I think you're probably familiar with it, which is two young fish are swimming through a lake, and they pass an older fish, and the older fish sort of nods at them and says, all right, lads, how's the water? And the young fish swim on and then go, what the freak is water?

I've never heard that.

Right. So the fact of the matter is we are not object, we are not objective in our subjective reality. So trying to find your own purpose is challenging. You need somebody who can help you, who can see it from another place.

Interesting.

So when we talk about finding the soul, which is the why of the why, the deeper why, when we talk about that, we look at what is it that you're actually in business for? What is it beyond profit, of course, that's still at the Y level. So, you know, you're going into business for something else. And some of the great why questions around that is, how is the world a better place because your business is in it? What would be missing in the world if your business did not exist? These are great why questions for you to even start the process right now. But my question to you is this. Why did you go into business beyond money? Now, the answer to that for most people is, well, I went into business because I wanted to create a better lifestyle for myself, for my family, for the people that I love. Wonderful, wonderful. Now I say, okay, what did you go into business to heal? And they go, what do you mean, heal? I put it to you, I want to put forward. The idea for you to play with is that we go into business to reconcile the disenfranchised parts of our soul. So I don't expect that to land with everybody. I'm not expecting everybody to get it, But I just want you to think about it for a moment. We live in a world where we are told that we have to be something. So, you know, think about this. Mike, you know, when you go out to a social event and the first thing you do, you go up, you meet somebody, what do you say? So your name, right?

Yeah.

Now what, what do you say?

After that, how you doing?

And then what's the third question?

What do you do?

Exactly. What do you do? So these are a single faceted identities. I am Mike. Yeah, right. And here's what I do. Right, but that's not who you are. That's what you do. But we take on the identity of what it is we do as who we are. And those are very separate things. Who we are is evolving. It's constantly changing. We're not single faceted, we're multifaceted beings. And by recognizing that, we begin to step back and go, okay, well, then maybe I didn't go into business just to make profit. Although that's important. But let's take that as a foregone conclusion. It's a very important conclusion.

But.

But it's a foregone conclusion, otherwise you'll be out of business very fast. And that's why you're listening to Profits first as a podcast. You care about profit. That's important, right? However, what I want to put to you is this. What parts of you were shamed? What parts of. By yourself or by society or by family or by any number of ways that you went, oh, I can't be that. And you put it away, you shamed it, you said, oh, that's not okay. It's not all right for me to be. So maybe it was as a kid you were angry, so that part of you got sort of disenfranchised. Maybe as a kid you lived in a home where people were not very effervescent, they were not very expressive, and you were told that your laughter was too much.

Right?

Maybe you were taught you grew up in a very academic home and you were told that your creativity was too much, that it's no good, it's not going to be useful to you. Maybe you grew up in a very creative home where they told you, who gives a shit about it?

Math, Right?

And so that was shaming you. So there's a million ways these parts of us get pushed away. But what I'm suggesting to you is that you go into business, you go into leadership to bring those parts home to yourself. You've created this business to facilitate these parts of yourself that are disenfranchised. Now, that's the first level of the why of your why. The second level is once you know that, you realize that you're actually in business, to heal that within all of your clients.

I am with you. And this is kind of funny, and I want to ask you a question about your own personal life. My life's mission is to eradicate entrepreneurial poverty. And the reason is is because I destroyed myself financially and my family and really jeopardize our family and decided that day I would fix this myself. But I tell people every book I write, everything I do, I'm really doing first and foremost to fix my own erroneous ways or to heal myself. We were talking Dov beforehand, and you said as a kid, you were the weirdo. The other kids were watching cartoons, and you're the guys watching documentaries, politics. I'm sure, you know, kids are making fun of you like, you're not watching Bugs Bunny, you're watching Churchill or something. Like, did that define your soul?

I don't know that it defined my soul. So when we look at disenfranchised parts of ourselves, So I was shamed around those things. But some of that didn't have a lot of effect. I'm still, you know, my. Still my favorite thing to sit down. When my wife goes out with her friends and she comes home, she wants to know what I've done. Invariably, I've watched two documentaries, so it's still who I am. It's because I've got this massive hunger for knowledge. So that didn't really define me. It wasn't where I got shamed in a way that stuck. We're all shamed around different things. Some of it sticks, some of it doesn't. And one of the ways to know if it sticks is whether you're still doing it, then it didn't stick. If you feel bad about doing it and you still do it, then it was shamed. And if you're not doing it, maybe it was shamed. So those things didn't really have a lot of impact on me. I was just this very different kid in that I had this deep desire to understand why people did what they did. I understood that people. I would look around you, and I had this conversation, Mike. I would look around, and I would see. I grew up in an abject poverty in a ghetto. And I would look around, and I would see poverty, and I would see struggle, and I would see addiction, and I would see violence, and I would see people repeating behaviors that they could tell me were terrible behaviors. So I was like. I remember looking at my aunt and going, you know, she. I was introduced to her new boyfriend and thinking. I think I was probably 11 and thinking, this is the same guy with a new face.

Yeah, yeah. The repeating pattern. Right, right.

And that's true in business. You know this, Mike. It's true in business, it's true in life. So the fact that we know is actually not enough. There is an unconscious driver. When you find those unconscious dr, which is what I'm masterful at, then you can tap into the soul of your business. The reason you went into business is to heal yourself and then heal others. Because as you said, Mike, you write the books for you. Yes, but in fact you understand that by bringing that to the surface, by taking being courageous enough to dive into that place and look at the shitty things, you don't particularly want to look at yourself because I know you don't. None of us do. You know, I'd rather look fabulous and, and just be this guy who's really great.

Right.

But instead you look to this place and you go, okay, I gotta look into this dark place. And as Jung said, if you want to find the treasure, you must enter the cave that you are most afraid to enter. This is where we look into the darkness. When you do that, you then carry the treasure out and you can share it with the world. That is the why of your why. That is the deeper purpose. That is the soulful purpose. And that, my friends, is what creates fetus loyalty.

So you said you're masterful of finding the kind of the subconscious drivers. This sounds so juicy to me. Is there a methodology so that people can bring what's kind of buried away that that dark cave that treasures inside them? Can you give us some strategies to find it?

Yeah. And again I will be clear in saying that first and foremost you're not going to be objective in your subjective reality. So you're probably going to need some help. But I'm very happy to give you some, some guidance in looking to that place. And the first is based very much on that, that quote that I just gave you, which is what is the thing you fear most to look at? What is the question that if you asked it might disrupt your entire life, might disrupt every single part of your life? What is that? That's the question you've got to ask yourself. Because in there, buried in that question, is the answer you've been looking for more than anything.

Are there? Because that seems so hard like you said, without guidance to explore that on our own. But maybe there's categories is do you suggest look at your relationships and where are you triggering the most fear? Where, where do you stand in your health? I mean, do you categories to look at to find that greatest fear?

Yeah, you're absolutely right. I think it's vitally important for us to look at each of the areas of our life. So one of the things I like to do is to separate the areas of your life. So you know, you've got relationships as a generality, then you've got intimate relationships, which is not just your lover but your children, whoever is your best friends. Then you've got your business, then you've got your interaction inside of the business. That breaks up into several categories. How you lead, how you are with peers, etc, etc, look at your finances, look at your physical health, your mental health, your emotional health, your spiritual health, if you like, and ask that same question. What is the question I'm afraid to ask in this category? So for instance, in your marriage, what's the question you're afraid to ask in that category? What's the question that you assume the answer to? So I'll give you an example, Mike. Are you a good husband?

Yes.

Are you a great husband?

Yes.

Do you have the courage to ask your wife her opinion?

Yes.

Good. Then that's not a fearful thing for you. But if it is, you would go and ask that question. Because we have assumptions and you, and you've got to challenge the assumption. You know this in the work that you do, Mike, we have to challenge the assumption. So when I say, you know, when somebody says to me, are you a great speaker? No, I'm a spectacular speaker. Right, I'm certain of that. But you know what? Every now and then I have to question that. Every now and then I want to question that assumption.

And what I heard, Davis, you're asking the other side. So I could go to your audience or I can go to you and say, would you ask your, would your audience? Are you willing to ask your audience if you're a spectacular speaker? Is what I'm hearing.

There you go. Right. So yeah, so there's an internal, there's always an internal and external process to it because again, we do not have objectivity in our subjective reality. So you've got to be willing to be brave enough to be courageous enough to ask yourself the question and then you have to be willing to test it. To test it. And by the way, the answer, and this is invariable, I mean, I've been doing this for 30 plus years, as you know, and invariably I will hit somebody over the head with something that they'll go, oh my God. I have always known that at this deep level. I've had this, this sort of suspicion about that, about myself. But I've never, you know, and oftentimes it will start with no, that's not true. That's not me. And then that person will go away and they'll wait a little while and they'll come back and they'll say, you know what? I've always kind of suspected that. And I didn't have the courage to go there or I didn't have somebody. And this is what's important in the work that I do for me, is that you need somebody to hold you in that space. And by hold you, I don't mean restrain you, although that's part of it, is to keep you there, but to emotionally hold you, to give you a safe place to be with this darkness that you've pushed into the shadows. Because the truth is that when you bring that out of the darkness, it is magnificent. It is the diamond you've been looking for. But the diamond is always buried in a rock. And in order to find the diamond, it must be pushed against the wheel. And life will push you against the wheel. It's not doing it to torture you. It's doing it to reveal the diamond.

So once you reveal it, what do you do with it? Like when that woman came back and she figured out that you were spot on, then where does she go from there?

So then, then we have to look at, okay, so now if you look at that, what's the impact of that on your business? What's the impact of that on your leadership? What's the impact of that on your spouse, how you behave in a primary relationship or how you're parenting or how you are as a friend? So you look at the impact of that and then you just put a pause and go, okay, if this is the impact, what's the impact I want to have? Because for me, your life is about being purpose driven so that you can bring home the disenfranchised parts of your own soul so that you can bring home the disenfranchised parts of other people's soul. And that's called impact. You're actually in business to heal your own soul and heal others with a similar wound. This is, and I hate to use these words like wound because it puts people off, but it's. It's a part of us that's just disenfranchised. Bringing it home is just bringing us back to homeless wholeness. When we do that, when we get that back to ourselves, then we. Then we start looking at our business from a place that's so vastly different. So, for instance, I'll give you an example, gentleman I was working with. Again, absolute denial. That's not true. That's not what it is. Okay, fantastic, Good. They know. Wonderful person, goes away. Actually stopped working with me for a couple of years. Went away, did some personal development, came back and, you know, wanted to work on something else. And I said, great, how's. How's the issue with your mom? And he goes, oh, I'm done with that. That's complete now. I said, oh, really? Good, terrific. What did you do? Tell me where he went. Fantastic. I asked him three questions and he's weeping, right? This is a very high level executive, right? So I said, you know, I'm not here to make you weep. That's not my desire. But I'm here to hold you to the truth so you can actually become whole. And he said, okay, I've been around the houses, I've done that, you know, I've gone over elsewhere and I. The people I work with are courageous. They are leaders among leaders. They're the operational and they're super successful. But they go, another Lamborghini is not going to make me any happier. There's something deeper I'm looking for here. What is it? That's the people who come and talk to me. And they of course, naturally generate massive loyalty out of it. So he comes back and he says, okay, so we got to deal with this. I said, tell me a primary driver. He goes, what do you mean? Tell me something like the ultimate dream for you. What is it that you want to do? He goes, okay, a simple level. He goes, I want to be in the top 1% in my industry. He's a consultant in the, in the high net worth industry. I said, okay, you want to be number one? He goes, yeah. I go, who is your audience? So he describes the audience and I said, no, who are they in the context of you? He goes, I don't know. I said, they're you. You're only here to serve you. They're you. He goes, but they're not. I said, I'm not a billionaire, even though I serve billionaires. I said, I understand, but that's not the, that's not the context. Who they are emotionally is the same place that you got stuck. So we began to look at that work. We did that work. He was already a successful speaker, a successful consultant. He's now in the top 1%. I co. I was one of the co authors on his latest book, which is called Safe Space, because the thing he needed most in his childhood was a safe space to feel safe to himself. Guess what he does for wealthy families now? He helps Them to design and create self safe spaces for every member of that family. And as a result, he's. He's saving billions of dollars for these families.

Yeah. I want to share a quick anecdote and then I want to see how it's ties in a profit. So I was at this event, Kelsey, called Gathering of Titans. This guy Chris Kaplan went up, he's a public speaker. And they're going around, they said, what's the question you're afraid to ask? Which is. It's uncanny. This is what Dov is talking about.

Yeah.

He says, I'm afraid to ask my dad, who's now an elder guy, if he's gonna leave me. And I said, someone said, why is that? He's like, he's my fifth father. He's like, my mother just kept on remarrying. And he goes, I believe that when my mom gets married, that person's gonna leave me. And so I challenged him. I said, you got to write a book said called I will never leave, and this is your call. And he starts crying and I don't know. Chris Kaplan, if you're listening, I hope you are called to do it. I think this speaks to what you're talking about, but there's another element. Chris Kaplan and all of us, we need to support our lives too. He has an established life. He needs to make money. I understand this may be the why below is why. But does this tie back to profit? Can you sustain doing what you're called to do?

Dov, that's a great question. And so here's the thing. There are two kinds of money. The money that makes you rich and the money that makes you wealthy. The money that makes you rich is money you have in the bank. The money that makes you wealthy is the money you have in the bank and the impact you have with it. That's the difference. Okay, so can you become wealthy with it? Absolutely. You can become wealthy with it. But again, you've got to face this fear of speaking that truth. So, yes, I think he does need. Yeah, I think he does need to write that book. I mean, just think for a moment how many people out there. I mean, it was such a great call, Mike. Thank you for sharing that story with us. It was such a great call of you to say, this is what your calling is. Now here's the thing. Does he know how to frame it in a way that might make money? I don't know. Maybe he doesn't. But maybe he does. And if he doesn't, guess what? There are People who do know how to frame it that way. So here's the. Here's the challenge we have. We live in a world where. I'll give you a great example of it. Good buddy of mine, Mike, many years ago, I went over to his house. We've been friends for years and years and years. He worked in a manual kind of job. And over to his house one day in January, and he said, I want to show you something. And I said, what? And he does this beautiful artwork he does with metal, like twisted metal. And I used to collect these candelabras. And he showed me this beautiful coat stand he'd made with twisted iron and. And billiard balls. It was magnificent. And I was like, wow, that is magnificent. And he's like, yeah, I made it for you for your birthday. And I was like, holy crap, man. That's awesome. I go, thank you so much. How much? How much do I pay you? And he goes, oh, nothing, It's a gift. And I go, no, no, I can see there's a ton of hours in this. And he goes, it doesn't matter. I love doing it. And I said, that's the problem with our society. We think we get paid for being miserable. And when we do things that joyous, we do things that fulfill us, we don't feel like we're allowed to get paid. And that's the problem. That's where we get stuck. That's where I've been. I was stuck now for years.

Yes.

So the thing is that sometimes you don't have that ability, and you need somebody who is a money thinker. Nothing wrong with that. Yeah, right. Somebody who didn't get shamed around money, who's a money thinker, who can say to you, you know what? Here is the capitalization of that. Here's the monetization of that. Because people want this. You've just got to let them know how to get it. So, yes, your friend can turn that into a money making process in any number of ways that you and I could sit down with a mic and show him 5, 10 ways to turn that into great wealth and great income and at the same time fulfill his soul and create the wealth, not just the riches, but the wealth that he desires.

Yeah. So this is interesting. It sounds like Gandhi was wealthy, meaning he directed money and had magnificent impact with it. Mother Teresa were wealthy, but in the traditional sense, like, oh, they didn't drive Lamborghinis. Well, I heard Gandhi did drive a Lambo, but.

Because his road would get caught in the door that's why he stopped driving it.

Exactly. Do you start with exploring? When do you get started with this? You know, there's so many business owners right now that have established businesses listening to the show, they're struggling to be profitable. Is this the starting point or do we need to get money in their pocket for them to really explore who they are first?

You know, that's a, that's such a fabulous question because invariably I will meet people who are on either end of that spectrum. So they, you know, I've worked with, often with, with people who are billionaires who've been money driven their entire lives. They've made insane amounts of money and they're so sad, they're so unhappy. And it's. And it's really sad to see and you know that. But they can afford then to dive in. The problem is that they're now 60, 65 years old, 50, you know, plus. And that's very sad because they realize they've missed so much of their life. On the other end of that spectrum, I meet people who become spiritual woos. And I know it sounds disrespectful, but it's not meant that way. What it's meant is that that's been their focus. They've been totally focused on the spiritual, which is not the same as actually bringing home your soul. So they've looked, you know, these are the people who can tell you which way your chakra spins and all the rest of it. And that's great. But if you can't pay the rent and you can't hold down a job, you can't make any money, you know, you can't hold down a relationship. That is a challenge. So the, the fact of the matter is, if I was sitting down with somebody who was in their mid-20s, would I say this is important work? Without doubt, without hesitation, whether this is probably the most important work of your life?

Yeah.

However, it is very hard to be. I've been very poor and I've had money. I've done both. And I can tell you the stress level of having no money and being on the path doesn't allow you to be very spiritual, doesn't allow you to be very present. So you have. So what you boil it down to is being present. So can I be in this moment present with who I'm with? If I'm thinking about how do I pay the rent, I probably can't. If I'm. If I'm feeling so out of, so disconnected from myself, if I find myself standing in front of somebody and I'm not really listening to them. I'm not really present because I'm wondering, what is the meaning of my life? Life. Then I'm also not present. So can I answer that question definitively? No. I can answer it subjectively. And what my question to you is, what keeps you awake at night? If what's keeping you awake at night is, how do we take this business to the next level? That's great. Focus in on that. But then ask yourself the question, all right, if we work out how to take it to the next level and we make more profit, what then? Because I'll tell you, there's a good chance if you live in the western world, what then? Is this? The next goal? And the next goal. And so we live in this, this mentality of I'll be happy when.

Right?

I'll be. Make a million. I'll be happy when it made turns to 5 million. Well, it's great we made 5 million, but I'll be happy when we make 5 million in profit.

Yeah.

Oh, I'll be happy when we go international. And then it's like, you know, I'll be happy when. And it just keeps getting delayed until eventually you're old and decrepit and you're gonna be happy when I'm dead and I don't have to deal with this shit anymore.

Yeah, yeah. You're never satisfied.

Right? So it's not one exclusive or the other. This is my point that I want everybody to get. We, we live in the western world where. Where being whole, being complete, being healed, being emotionally connected to ourselves, being soulful, being purpose driven is one thing and making money is another. It's not. These are twins. And more than that, they're conjoined twins. And you can't starve one and think the other one will flourish. It won't. So the answer is yes. You have to remove the stress levels that stop you from fully engaging in your path. Yes, that is absolutely. At the same time, you've also got to jump off the cliff and decide to grow the wings on the way down because you know your heart and soul is crying out for it. The fact of the matter is, even if you're in business or not in business, you did not get your dreams by accident. They are your heart and soul crying out for expression. And you're using business and that's great. And you're using leadership, and that's great to bring your soul home. So you can do that for others too. And that means you can be more Profitable. If you put soulful into your business, you will be more profitable. One of the ways you'll be more profitable is people will find meaning at work. They'll want to work with you. Do you realize that you spend 1.5 to 2 times the annual salary of an individual training and developing them? A millennial is going to change jobs every 1.2 to 1.5 years. So you don't even get your ROI on it. You've got to. So if you want to be more profitable, you've also got to cut down costs. How do you cut down costs? You train and develop your people. How do you do that? Well, there's all kinds of processes for doing that, but one of the things is to pull them in to the purpose of yourself and your company. We're working with a building company right now, and one of the things that's driving the CEO of that company is his desire to heal people with cancer. He's in the building business. But now when they build things, they look at, how will this impact the health of individuals? How is our buildings helping people to be healthier? Now we're focusing on the health of the individuals. So now part of the purpose of that building company is related to health.

And it magnetizes.

That's what drives him.

It magnetizes the right people to come to you, the employees who say, that's what I'm. That's the mission I'm on too.

You've got it, Mike. See, the thing about being truly purpose driven, the why of your why is that it is a magnet. And what I mean by that is think about that horseshoe magnet.

Yeah.

One site magnetizes, the other side pushes away. You want to get rid of the people who are not right for you. When we go in and work with an executive team, you know, sort of a large company, the executive board. And one of the things I'll say to a founder is it's not unusual for one or two people to disappear once you get this nailed down, but they will be replaced with people who are far better.

Right?

And they go, I've got a great team. And I go, I know, but once you are purpose driven, you see the true alignment, and that is powerful.

Wow. Dov, I gotta get you. I gotta interview Kelsey. Put him in. I gotta interview him for my next book. Because I'm talking about. I'm touching on this. And this is. This is some powerful stuff, Dov. We get going, but before I let you go, I want to learn a little bit about fiercely loyal and how people can Pick up your latest book.

Thank you. Thanks for asking, Mike. Fiercely Loyal is. It is available everywhere, Barnes and Noble, Amazon, etc, so you can find anywhere. You can of course find it.

I'm sorry, the Gandhi gift shop in India.

Exactly. Yes. You know, and it's, it's, it's, it's available in all those kinds of places. You can find it, of course, on my website, fullmonteeleadership.com access to that, my podcast and all the other things that we have are all there. Fullmontyleadership.com as you know, Mike, I write for 15 outlets. We have our own podcast, Leadership and Loyalty. That's the number one podcast in the world for Fortune 500 listeners. So you know, you can find. Just if you Google D O V B A R O N, you will definitely get more than enough information.

And just our listeners know you also host a TV show called Pursuing Deep Greatness, which you can get on Roku.

That's correct, yes. We have a new TV series, 11 part series on Roku TV, pursuing deep greatness. That's there too. And as of yesterday, my new actually ebook is out. It's called One Red Thread and it's directly aligned with this. It's about how to find your purpose. One Red Thread. You'll find that on Amazon. It went on yesterday and there's already a big buzz about it.

Awesome. So, Kelsey, we'll have all the links in here. One Red Thread. Fiercely loyal and his website, Full Monty Leadership. Dov, thanks so much for joining us today.

Thank you so much.

It was my absolute pleasure. Thank you both for having me. It was a pleasure and honor and I want to thank you and your audience for listening and I hope that I added value to you and I please encourage you that if you got something out of this, write to me. Tell me what you got. My email is very simple. It's Dov D O V B A R O N dot com. I know it's crazy to do it, but I'm giving you my private email. Write to me, tell me what you got out of this and what you're going to do with it and if I can help you, fabulous. But I also encourage you to write to these guys, let them know what you got out of this show. They spend their time and their energy bringing on great guests for you. Use it. Let them know that they're having impact on you because this is part of their purpose.

Thank you for plugging us. All right, we got to let you go, Kelsey. Here's what we're gonna Do. We're gonna recap what we learned. I don't know why I tell you what we're gonna do. Because you know what we're gonna do.

No, I don't.

And everything Listener knows what we're doing. We're gonna recap what we learned. We're gonna answer some listener mail, and we want to give some shout outs to our corporate partners. Right. So it's always the same stuff. We should shake it up. We should add something new. Maybe you have a trivia question or something.

I love that.

Okay.

I also like when we do, like, name that sound.

Oh, yeah, we. Okay, maybe next episode we'll do name that sounds. Receipt bank. Scan those receipts you have. For God's sake. Every time I go by your desk, I'm like, what's all this crap on your desk? And it's like, he's lying.

It's perfectly neat. Guys.

There'S a lot of stuff out there.

I know.

It's books. I dropped those candies for you this morning, which I ate. Isn't so funny. I bought those. I'm like, oh, maybe Kelsey would want some chocolates. I ate half of them on the way here. I gave you. You had one. I've eaten the rest. That's how I give treats.

And that's why it wasn't effective in me being nicer to you.

Yeah, okay. If I didn't eat what I got you. Okay, but imagine if those were receipts. If those were all receipts, you could just scan it in with Receipt bank and sync right up with your.

Imagine that.

Yeah. Nextiva VoiceOver IP phone system. Every call we get here for the last, I don't know, 10 years, I guess, has been over the Nextiva phone system. It's flawless. Our Internet went down, and that's the only time the nextiva phone system went down. But we were able to hop on ourselves and make calls over the nextiva phone system through ourselves. So our customers didn't know the difference. That's how powerful nextiva is. Flexibility. And then, of course, last but certainly not least is Right Networks. All those legacy applications you have on your computer. You can now put them on the web. You can become webinazed immediately with Right Networks. And all you got to do is call them, which is. I think I said the number before, but it's 888-2100237. Tell them profit first sent you and you get 10% off.

Yeah, do it.

And ask them to throw in a free bonus skin suit knife set. I wonder if they still make Those things.

Yeah, they do. Oh, I'm pretty sure.

I don't know. What'd you learn from Dave today?

I don't feel like I have, like, one takeaway.

Yeah, there's a lot, I think.

I just. I wish everybody could listen to him. I wish everybody could kind of take away that your life is precious and to really think about what makes it meaningful. And I've never really thought of it in the perspective of using a business to heal yourself or heal your customers, even though I think that you naturally kind of do that. I've never thought of it posed that way, I guess. But I love that, and I feel like that's so true. And, like, for me, I feel like as an employee and as an entrepreneur, I feel like I've done that in both aspects. Like, I started a business because I wanted to heal people, and I. I think I continue to love working for you because in your mission, we're helping people and we're healing people, and I feel like I'm bringing ease to you and to the people who kind of consume. Profit first in all of your books.

Totally. Yeah, you are. Yeah, you are. And we are. I took away the to. To hold yourself in that point of fear. We had a member. We had a session here. I won't share the person's name, but this person, something touched on her or him, and they ran out of the room. And people. Someone ran after and said, you know, everything's fine. You're okay. You know how great you are. And they started to build them up. And following Dov's recommendation, I said to the group, I said, this person is going to rejoin when. When they're settled. Our job is not to tell them how great they are and to avoid it. Our job is to hold them there and say, this is. Something's resonating with you. It's deep. Explore it, and you have our support. We're not restraining them, as Dov said, but we're here to hold them to that so they can explore it, because that's where their greatness resides.

Yeah. And also that's where your growth comes from.

Yeah.

You know, that sort of awareness. And when you're feeling something like that, be aware and recognize where it's coming from and grow from it. Figure out how to grow from it.

The treasures in the cave you got to go in. I love that saying. All right. That's what we learned. We don't know what you learned. Also our friend, so put that on any of the podcasters. Just post your comments. There we come across it and then we'll kind of regurgitate it. That doesn't sound like a good word. But it's the right word. We'll regurgitate on our show. Do we have some listener mail?

Yeah, we do.

Okay, this one comes from pattern Baldness.

Noah Graham was posted on Profit First. Podcast.com says I have 1099 contractors to pay from subcontracting. We do.

I like how you read verbatim. Yeah. Anything else, Kelsey?

Oh, man. Sorry, guys. And they aren't scheduled to as an expense. Do I take the cost of those contractors payroll off the top of paid invoice first before I do my distributions, or do I distribute the income income then pull it from the expense account?

I don't hold you as accountable to the mess ups in the words that you screw up Lies.

You just did.

No, here's what you do. If Your subcontractors represent 25% or more of your total income, then we're going to take it out of your total income and make what's called a real revenue adjustment. And so you would pay them. So income would come in, you deposit, you'd pay the contractors, and then the remainder goes into a real revenue account. And then you follow the profit first methodology of dividing up based upon predetermined percentages, but only if the subcontractors represent a substantial part of your business. That's the delineation. 25% more of your top line. So that's the question you got to answer when you have the answer. Now you know how to do it. Mmm. Fat daddy, fat back. Oh, Ruby. Ten out of nowhere. By the way, I didn't tell Dave offline, but we have a coaching session. I don't know if you know this, Kelsey, but we have a recording crew out. We have recording crew out there. And I don't know if you heard this recording, but DAV was in one of his sessions with an entrepreneur who was saying, I don't know if I'm ready to do this. I have to become sustainable. I need to come profitable before I explore what my purpose is. And here's, here's recording. He said, what should I do?

Do it.

Just do it. Yeah, that's. He got jacked up. All right, Kelsey, anything else to share?

That's it.

All right, take us out.

Thanks, everybody. Do it, do it. Do it.

He gets jacked. He gets jacked. Defective.

It's amazing how many of our guests, they sound similar. Yeah, it's.

You know, they say there's a. An accent for Singers, meaning all singers, regardless. They all sing the same accent. I think there's an accent for shouting. It's like Dobbs here.

Do it.

You know, like all when we yell, we all have the exact same accent.

Yeah. Yeah. Just so passionate. Helping entrepreneurs.

Yep.

Do it.

So take us out.

Don't forget to leave us a comment or ratings on itunes. Stitcher, TuneIn radio, Profit first podcast dot com. We can't wait to hear from you.

And one more thing. Go to profit first professionals.com will find you a profit first expert that will drive profit first in your business using the prop first methodology. But there's one more thing you need to do. And I got. I got pause music for this. One more thing you need to do.

What is it?

Get your copy of Clockwork. It is releasing. This goes live on the 20th. It releases on the 21st. It is out there. When I asked off, should people get this book? Here's what he said.

Do it.

Just do it. Get the book. If you are ready to design your business to run itself, Clockwork will do it. All right. Music's back now. Whoops. I messed it up.

All right.

Now we can go. All right, guys, we're out of here. Wishing you the best and wishing you profitability and a business that runs itself. And find your soul, my friend.

It's there.

Your business is starving for it. Yeah. Okay.

Thanks, everybody. Bye. Bye. Do it.