Discover Your WHY in Less Than 5 Minutes

You had me at Y. That's the title of a new book by my next guest. Welcome to another episode of Capability Amplifier. Now, think about it. What's the best way to make friends, influence people, be a master communicator, and be the life of the party? Now, I think it would be to be a magician, a mind reader, and maybe even a psychic. You're endlessly entertaining, you're engaging. Plus, it makes you a master persuader. Think about it from a business perspective. If you're looking for an unfair advantage and a better way to attract better customers faster, provide huge value and keep those customers because they feel understood, valued, and their teams are more engaged and you. And they get to spend more time in their superpower, well, that's sort of like the ultimate gift, right? So I'm here today with my friend Gary Sanchez. Dr. Gary Sanchez. He and I met in 2009. He has a really exciting new product I'm absolutely in love with. It's called the yos. It's the world's first and only tool for discovering your why, your how, and your what. And in fact, I'm just going to tell you right now, I'm going to give it to you as a listener or a viewer of this podcast. So to get going, let's say Hi to everyone. Dr. Gary Sanchez.

Hi, everybody.

All right, so let's begin with a little bit about the big problems we'll dive into actually showing off the tool. We're gonna give it away, and we're also gonna hear a little bit about, like, how you invented this in the first place. So what is the yos? Why is it so important?

Man, I sure wish I was a magician after that intro.

I am.

I know. So everybody has heard about this concept of why, right? Simon Sinek has brought that to the business world with his book Start with why. That's a little. That's my story as well. Back in 2008, I was. I was a dentist up until even recently. And I was trying to figure out, how do I stand out in this crowded marketplace of dentistry? There were 600 dentists around me. So if I just talk about, hey, I'm a dentist, I blend in with everybody who does what I do, right? And that's when I heard one of my mentors interviewed Simon Sinek, and I heard about this concept of why, right? But the problem was I didn't know my why. I had a really great. What I had spent 20 years, Mike, building a great practice. I had all the technology, all the stuff, a really well Trained team. But I didn't. My practice wasn't growing like I thought it should. And I felt like the world's best or Albuquerque's best kept secret. That's when I heard about Simon Sinek. Start with why. You got to know your why, your how, and your what. Wonderful. I love that. Totally agree with it. But no one was there to help me discover my why. So I became obsessed with discovering my why. I actually called Simon. I said, simon, I need you to help me discover my why. We spent about eight months together going back through my life looking for clues as to why I do what I do. And I finally figured out my why. My why is to find a better way and share it. And so once I realized that my life made so much sense to me, and I went back and figured out what Simon was trying to do, and I made it better. So instead of taking six or eight or ten months to help me people discover their why, I could help them in about an hour. I developed a series of questions where I could sit down with you in an hour, help you discover your why, and then use that to build your messaging, marketing, and branding, which is what I did. I did that for myself and my practice took off. So other people wanted to know my secret, and that's what it was. So I started doing this with anybody that would let me. So if you remember, I'm a dentist, you're in my chair getting numb. While you're we're waiting for you to get numb, I'm going to.

If I can understand you, you're going to get your why discovered. If you're sitting next to me on an airplane, you're going to get your why discovered. And so I did this all over the world on stages, on Skype. I'd bring people out of the audience, up on stage with me, take them through discovering their why, help them build their messaging, marketing and branding right there on the spot based on their why. Because it became easy when I knew their why. Doing this so many thousands of times, Mike, I started to see patterns and trends and similarities. And I figured out this is the most important thing I figured out is that there's only nine different whys. And once I saw the nine whys, once I figured out there was nine different whys, then I could help someone discover their why in about 15 minutes. Then I could train other people to do what I was doing. And we started to get lots and lots of data. And through that data, we've tested this on over 60,000 people. I've done this with thousands of businesses. We took the. We were able to develop an algorithm, write the software where you can now go online, which is what you did, and discover your why in under five minutes. It's super accurate. There's about 1500 possible question options. But using the software, you're only going to have to answer about eight to ten questions. But it works every time. Takes up under five minutes and very accurate.

And I've got two things to say. Well, the first one is you either became the most annoying man in the world by giving everyone their why or the most interesting man in the world. So. But it turns out it's much more the most interesting man in the world. And I watched it myself. So when you came into town, I brought Vivian to meet you. We had met before, but it was in a different context. And so we sat down, grabbed a bite to eat, and right away you asked Vivian about her why. And she's like, no, what is that? And she was immediately interested because you could predict her why fairly quickly. But you said, well, why don't you take the test? So what you did. And by the way, if you're a listener watcher, what you want to do right now to get one is go to yinstitute.com go. That's where I set up a page for you to get this for free. So you'll get an email, you'll fill in the little form, and then you click on the start why discovery and it brings you to a webpage to discover your why now. And you press the button boop. And then you answer some questions. It takes less than five minutes. So what Vivian did she while she was talking. So she's totally multitasking. She answered the questions, filled it out, and then you dialed in and went into the dashboard and then told her what she was.

So.

So I want you to tell the story before you show everyone, or if you're listening, I'll describe it to you while Gary's showing off his screen. But talk about what happened with Vivian and what you discovered and also what we have in common with one another, because that's kind of a funny story too.

So Michael's why is challenge. So if you know, you obviously know a lot about him. He's somebody who thinks outside the box. Imagines extraordinary helps people build a bigger presence. Right? There's no box, there's no limits for you do something amazing. So Mike's why is to challenge the status quo and think differently. My why is to find a better way and share it. So something that I've noticed is that people with the why of better way seem to be married to people that have the why of challenge. And so I had that because my wife has the why of challenge. And so many of my friends that have the why of better way are married to somebody with the why of challenge. I don't know why this is, but that's just what I've missed.

Well, if you've seen the patterns, you've seen the patterns. And what about the. The how and the what then?

Yeah. So then, as we add, when you know somebody's why, you see them in one dimension. So let's go back to you. Your why. Mike's why is to challenge the status quo. If that's all we knew about him, we would know that he thinks differently and doesn't follow the rules. Right?

Ever.

Ever.

That's growing up. I always said, well, rules, they're awesome for other people.

There we go.

Yes.

So then when we add is how. So how Mike does that is by finding better ways to help people move forward. And ultimately, what he brings, what is, what is, is to contribute to a greater cause, add value, have an impact in people's lives. So let me put it all together. Mike's why is to challenge the status quo and think differently. How he does that is by finding better ways to help people move forward. And then ultimately, what he brings is a way to contrib and add value to them, help them have a bigger impact. So now you see the three dimensions of Mike. So you have a much clearer picture of not only why you would hire him, but how he's going to go about doing it and what he's going to bring for you. So then we have Vivian. Vivian didn't know her why. We had her discover why while we were having a beer, you and I were talking. She discovers her why. And of course, it comes up better way. And so then the interactions between better way and challenging are definitely interesting. Challenge. People want things different. Better way. People want things different, but only if it's better. Different is not.

Not because it's novel necessarily. So as an example, Vivian wants to get to a destination, and she's like, I want to. I want to know that we're gonna go somewhere. Where me, I like to wander. I wander around until I find something that feels right. And because I'm challenged by that thing, which I can tell by your body language that you are clearly having a reaction to that, because I want you to tell a wife's story.

But.

But why don't you Talk about this, because at a minimum, this is a great marriage counseling tool, and you really learn how you communicate so much better, so much faster. But we'll also get into how effective it is in business, and a huge compliment to Colby, by the way. So we'll talk about Colby and how this fits in and works with that, but keep on going with the marital bliss story here.

Well, see, so I started telling Mike and Vivian stories about how my wife and I connect and communicate, and I told that exact story. I said, here's a perfect example. We're driving home, and my wife says, why are we going this way? Why don't we try a different way? And I'm like, well, why would we want to try a different way? I just want to get home. She goes, well, it would be fun to go a different way. I'm saying, that isn't fun for me. I'm trying to get home. That's all I want to do. She says, but we always go this way. So if you don't know that about someone, they can be amazingly annoying. But once you know that, what happens is, now I can just smile at her and we both can laugh about it, because we get what's happening versus wondering, how the heck did you come up with this? Why did I marry this person? This isn't going to be, you know, all the drama and the trauma and the narratives that you can create based upon the story you make up the. From what you saw. And so as I was saying that story, you and Vivian were both looking at each other, shaking your heads like, oh, my gosh, that's exactly what we do.

Yep. If. If we can just get through the day without starting each other on fire. But. Well, let's. Let. Here's what I'd like to do is let's go into the dashboard and also go through the nine whys, and then we've got some case studies and some examples of how to use this. And again, I'm just going to do the shameless plug here. Go to yinstitute.com go. Because you can get your own and see how fast it is. Because, like, while you're even listening to us right now, you can do your why discovery and see the back end of the system for yourself. But also, I think you'll get a really clear vision of how you can use this in your. All of your relationships and your business. So let's go into the back end. All right. The back door, ladies and gentlemen.

Okay, so what you're going to see, once you've Discovered your why is. It'll take you to this page, which is your personal yos page. This will be your own dashboard. There'll be a video of here, over here, of me telling you how this all works. But essentially, if you've just discovered your why, then the why section here will be filled out with your why. So my why is better way, my how is clarify, and my what is simplify. What I what we haven't really shared with you yet is one of the things that we found out is that there are nine whys. One of the nine whys is your why, one of the nine whys is your how, and one of the nine whys is your what. And so that's what the yos discovery will do for you. It'll take you through discovering not only your why, but your why, how, and what. And then this will be filled out for you. If you haven't done that yet and you just did your why, then the why will be filled out for you. And if you click on that, then it will take you to a page that has a lot of detail on on it. And this is what it looks like. So this is Mike's page, and his why is challenge. It has the icon for that why goes into a summary of that why, a video from me with a lot of detail about that why, percentage of the population that has your why. And then a deep dive where you learn the characteristics of the why, the challenges that come with the why, the solutions to the challenges. Personal relationships, work relationships, parenting relationships, career choices. And we didn't give you so much that it's exhaustive. We gave you enough to where it's what most people really want. They don't want novels on this. They want enough. And so that's what you'll get there. And then below that, you'll have phrases that people would say, why can't I.

Do it my own way? Here, click through a couple of those. These are totally mine. Let's imagine the possibilities. Definitely. How can we do something different? Duh. Who says we have to follow the rules? They're for other people. Okay, what rules? That's another good one that's totally right out of the script. Okay. Phrases that describe you. Unique, different, outside the box. Marches to their own beat. Yep. Does his her own thing. This sounds like my kindergarten report card. Creative. Creative, but doesn't pay attention in class. Odd bird. Duh. Okay, most likely to be. Let's see, mine. I got Most likely to be put away and most likely to start his own religion. Just Wants to be different. Okay. Yeah, those are definitely accurate. Okay. Does this feel like you?

And so then here below, we'll have famous people that have your why. So we'll see that there's Steve Jobs, George Carlin, Steve Jobs, Herb Kelleher from Southwest Airlines. They're all people that just think outside the box. But what's great about that why is that they have created amazing things.

Yeah, I have to read that headline. He's got Wild Turkey whiskey and Philip Morris. Cigarettes are essential to the maintenance of human life. That's Herb Kelleher. I couldn't. I couldn't have written a better headline myself. Okay. Did he write that?

Oh, yeah.

Oh, that's one of his quotes. That's awesome. Okay, so I've discovered my why. Let's now what. Can you show the the other nine whys and just have a brief description so folks identify with those? There they are.

Okay, here's the nine whys. I'll really quickly go through those. I mean, we could spend a lot of time on this, but we don't.

Need to do that. We're getting into mind reading.

Mind reading, mind reading. And so these are the nine whys, the one that we're on. We're on the page of challenge. So we already know the why of challenge. You just saw that. That's Mike's why. And then here are the other eight. So there's contribute, which is Mike's. What? Contribute is to contribute to a greater cause, make a difference, add value, or have an impact in people's lives. He wants to help you have a bigger impact. The next why is trust? To create relationships based upon trust. To be the trusted source, to be the one that others can count on to be the dependable source. Then there's make sense to make sense out of things, especially if complex or complicated. These are great problem solvers. I've got it figured out. You can dump all your stuff onto them. They'll figure it out for you. Better way. That's my why. To find a better way and share it. We can improve it. We can make it better. We can innovate it. We can find a better way. Right way is to do things the right way to get results. Predictable, consistent results. These are structure process systems. People. They create the structure around getting things done. Then mastery to seek mastery and understanding. They love to explore things in greater detail. They dive in deep and they look for the nuances that make the big difference. And then clarifies to create clarity and understanding. They want to be clearly understood and they want to clearly understand what you're talking about. So we need to be crystal clear in order for them to move forward. Last why is simplify. And this is let's keep it simple, to the point. They like things direct, to the point, no fluffy, very small wardrobes. They like things simple and easy to understand. So those are the nine whys. And again, one of them is your why, one of them is your how. One of them is your what. So in your case, your why is challenge, your how is better way. And your what is contribute. In my case, my why is better way. My how is clarify. I make things clear and easy to understand. And my what ultimately what I bring is a simple solution. So I'm better way, clarify, simplify. So that is me. We now know you. But so how does this apply to business? Right, that's what we need to go next, your why. If you are the visionary of your company, then the company's why, how and what is your why, how and what. Let me give you an example. Let's deconstruct Steve Jobs.

Let's do it.

Let's deconstruct Steve Jobs. When I speak at big events around the world, I have a bring up Steve Jobs picture and I have the audience tell me what they. They already know about the nine whys. And I have the audience tell me what the nine what they think his why is. So they text it in and then it populates on the screen. Invariably the most common is challenge your why. The second most common is better way. My why. The third most common is simplify. Challenge. Better way simplify. In everything Steve Jobs does, he challenges the status quo and thinks differently. If you know anything about his life, he challenged Carl.

He was a massive pain in the ass and he was horrible to work with. You know, he was like always, it wouldn't matter. I mean, he wanted to fight and he wanted people to fight for what they believed. And if you wouldn't fight as much or for the same causes he did, you lost. And so did your idea. Not always, but most of the time. So keep going.

Okay. And then how he would do that is by looking for better ways to do things. Yep, Decided I'm not going to go to college the way you want me to go to college. I'm going to quit and then I'm going to sneak into the ones that I want to go to. This is better. And then he would simplify that process so that it was easy for him to do. You remember what he would wear?

Always. Black turtleneck and some Jeans. And that was basically it.

And tennis shoes. And tennis shoes, yep. Because it was simple. Think about the glasses that he wore. Two round pieces of glass, three pieces of wire. Was it because he couldn't afford it? No, it's because that was simple. I wouldn't have to make a decision. So better challenge, better way, simplify. Now let's take that and apply that to Apple. In everything Apple does, they challenge the status quo. What was the phone before the iPhone?

It was the BlackBerry.

How many buttons on a BlackBerry?

Too damn many.

Exactly. So if all they were going to do is come up with a better BlackBerry, they could go from too damn many to too damn many. Plus five.

Yeah.

Hey, we got better. We got more buttons. Instead, they challenged the whole phone into the concept of a phone. They went outside of buttons. They found a better way, which was glass. They simplified it to the way all the way down to where a 3 year old and a 93 year old can use the phone with their finger. So they challenged, found a better way, made it simple and easy to use. They do that with everything they do. Apple is a reflection of Steve Jobs, your business. Not just you, Mike, but everybody that's listening. If you are the visionary, if you are the CEO, your business is a reflection of your why, how and what and when. You know that that not only gives you the internal motivation of your company, but it gives you the external messaging that you use to market your business. What is the tagline for Apple?

Think different. Yep. And that's, that's what $2 trillion are made up of. After the dude's 10 years dead, it still has his DNA.

Right.

But keep going and say what you're going to say beyond the think different.

No, but that. So for everybody that's listening, that's how you develop your messaging. So people will say, you know, this why thing, isn't it just like a Colby, isn't it just like a strength finders? It's just like all those others, right? No, those are wonderful assessments. I love Colby. I love strength finders. I love all those. Super helpful. Those are how you take action, but not why you take action. And when you look at how you take action from the perspective of your why, it makes a lot more sense. It fits together. The why. You want to think about knowing your why as that start here button. This is where you start when you're trying to figure you out, you're trying to figure your company out, you're trying to figure your messaging out, you're trying to figure your culture out. Start Here. And the rest makes a lot more sense. If you don't start there, then you're just relying on hope. I hope I take something that's going to get me near it so I can kind of move forward. Start with your why. It all becomes easy.

Very, very good. So I've got a couple mini case studies because there's a few things that pop up for me. One of them is on a functional level. Let's look inside the platform so folks can see how we deliver the messages. And like, if you're a coach, consultant, advisor, it's how to do Y assessments and how you get notified when people do them, that kind of stuff. So that's one of the things I want to do. The other one is I've got too many case studies I want to go down because there's a few people. And full disclosure, you and I have been working together. I had you go out and grab as many transformations as you could. You're an excellent, excellent executor. And I think you got around 20 some testimonials and transformations from your existing clients. And we've together, we've been studying them, transcribing them, and figuring out where the best transformations exist. So we're going to pick a couple. One of them is Lisa Schermerhorn, and she has a really neat perspective on how this actually helped her write her marketing for her. I think that's pretty interesting. And then there's a real character who I really like. It's Michael Johnson, who is an interesting character and how he's using it for team building, but also managing his business. So do you want to do. Why don't we do the back end first? Because folks will see how this works. And again, I will be your.

I will be your interpreter. If you're listening to us right now. All right, go for it.

You know, I started to show you this, but I didn't go. I didn't finish. So I got sidetracked. I can't imagine that with you in the room, how do I get sidetracked? But this was your personal YOS dashboard that you'll get once you've taken the Y discovery. And again, if you've done the why Os, your why, how and what will be filled out. If you haven't, it'll just have the why. And then there'll be a way for you to do the rest. The video I told you about will will teach you about this page real quickly. And then you'll get your simple yos, which is exactly what we just did. So in my case, it's better way clarify, simplify. So then it's my why it says, I believe that success happens when we find a better way and are able to share it. How I do that is by making things clear and understandable. And ultimately what I bring is, is a simple solution that's perfect to put on your resume, that's perfect to put on your door so that people that come in to talk to you know exactly who they're going to talk to. And if you knew this about everyone who worked for you, the conversations and the way you communicate would be so much easier for sure. Below that is a little bit deeper into it. It's, it's. We call it your summary yos so you can learn a little bit more about, you know, not an overwhelming amount, but enough to where you have a little bit more detail into the why of better way, the how of clarify and what of simplify. In my case, yours would be different. And below that, it's how do you apply this in business? So there's videos that go into how do you apply this to my business? How can I apply this in my relationships? And how can I apply this to make sure I'm in the right career? And then below that is next steps for you if you want to do this with your team. How do we do team yos? How do we apply this to our business? To develop our culture, our messaging, our marketing, our branding? How do you get certified? Let's say you want to have this for your organization. That's what a lot of businesses are doing now, Mike, is they're having someone in their organization get YOS certified so that then when they hire people, they can put them in the right place. We can talk a little bit more about that. And then if you want coaching, you want 30 minutes or 60 minutes of coaching where you want to dive deeper into yourself, you can arrange that right here. And then if you want to share it with other people in that are important to you, spouse, you know, partners, that kind of stuff, there's a way to really quickly send this off to them. And so that's what you see on the results side. If you were a certified.

Coach or certified agent, then you. This is how you do that. You just go right here and you pick what you want to send them, the why discovery or the personal yos, which is the why, how and what you put in their first name, last name, email address, and boom, it goes off to them. You know, it was sent to them. You get a Notification. Once they've clicked on it and taken it, you'll get a notification that it was taken and then it'll. You can customize what they see so that they get just what you want. If you don't want them to see anything other than call me to go over it, that'll, it'll do that. If you want them to get all the information I just showed you, it'll do that as well. You can see all your recent Y discoveries. I can't really go too much lower.

I took the screen off. So why don't you get to like anywhere where you can show some like, not detail without an email address. If there's anything that isn't private or if we can't, we won't do it.

Well, I'll just tell you what we're looking at. Yeah. So you'll see your code inventory, which ones you've got. You'll see all the recent ones that you've just done. It'll have the pending ones that are out there and you can resend them or revoke them if you need to. But then all of your client analysis, it'll give you who they are, what they do, what they're, all the information that they filled out, their why, their how, their what, all their profiles. So you can then create, go back and connect with them and tailor your email, tailor your communication to them so that they hear you, so that you're speaking their language. So that's what the YOS does, it tells you the language that person speaks. So let's go back to Steve Jobs. If I had an idea that I wanted to present to Steve Jobs and I didn't show him how it was different and I didn't show him how it was better and I didn't show him how it was going to be simple and easy to use, how do you think he would feel about it?

Yeah, well, he'd, he'd shout, definitely shout, four letter words at you. One of them for sure, rhymes with truck and starts with an F. So he would definitely give you some foul language, kick you out of the, out of the office and you'd be banned for life. That much I know about Steve Jobs.

But if I said to him, steve, let me show you how this is going to be different than anything you've seen. Let me show you how this is going to be better than what's available. And let me show you how this is going to be simple and easy for people to use. Now, what do you think he would say?

Yeah, he definitely I mean, he's going to, it would appeal to all of his values. There you go. Which is, I think to me, what I love about this and the way I'm going to start using YOS is I'm going to give it away to all of my prospects. Just like when I'm working with someone, I get the Colby, but the Colby is more useful for when I'm working. As you said, it's much more how oriented. I need to find a really effective way to communicate and connect with someone up front and create a conversation where.

What I had said earlier to you is he or she who diagnoses the disease is the first to be trusted with the cure. And what this does is gives you the ability to mind reading and spot challenges ahead of time, but also appeal to someone on very, very core levels, including bypassing their wounds and their traumas and that. I can't remember if I mentioned this already, but I know what I said to you and I said to Vivian early on is if I would have had this, I would have had a much easier first decade of my marriage. Okay, so if you're in a new relationship, get this now. If you are in an older relationship, get this now. Oh, by the way, the shameless plug is why institute.com go. I can't help it because I'm just so excited. So I see this as being a tool a before and a during. And now I'm also going to go out to all of my past best clients as a re engagement mechanism. Hey, I'd love to give you this free tool. It's an assessment. I'm super excited about it. I think it'll make a big difference in your life and you're going to want it for your family, for your, your partner and inside your business. Try it out. This one's on me. And, and then I'll create a follow up sequence to, you know, talk to them after. And of course my objective is it's just a front end gift. But if you want to talk further about ways I can help make your dreams come true now that we know what they are together, let's talk about this.

When what you do is in line with why you do what you do, you will have passion for what you do. So if you design your life, if you design your business, if you design your path based on your why, you will have passion for what you do. And passion is the fuel that gives you the energy to pursue your dreams. Without passion, you don't have anything. You don't have energy. You'll give up passion. Is that important. So if you have kids and you want to help them get on the right career path, help have them discover their why first and then help them pick a career where they get to live their why. And they will love it and you will be so happy that you did. I had one daughter go through college without knowing her why, how in high school and college without knowing her why, Because I hadn't developed it yet, and I had one go through that did know it, and it was a completely different experience for them. One was sure and clear and right on track and got done in four years. And one floundered up and down and took her six years. So.

Well, and one of your daughters has her why.

How, and what on her resume, which is really interesting because I'm going to update all my social media messaging to include that as well. And. And so why don't you just talk about what hers are so you can hear the clarity? Because it's like it's three sentences, and it really sums up who you are, what you do, why you do it. And it's easy to determine whether or not you are the who you should do it for or with.

So she graduated from Colorado State University. It's my daughter, Jacqueline, and her degree was in or is in interior architecture. And so now it's time to send out a resume. So how do you stand out from everybody else who does what you do? And so she developed her resume with her why, how, and what at the top. So her why is to my why is to find it says my why is to find a better way and share it. How I do that is by making sense of the complex and challenging. And ultimately, what I bring is a way to contribute and add value to other people. And so then everything below that is now proof of what she believes. And so every time she sends out a resume, people call her in and they're like, hey, we got to talk about this. She gets hired, she gets an offer everywhere she goes, and she got to pick the place that she wanted to go because she stands out and people get her. Typically, a resume is here's my name, this is what I've done, and this is when I did it. What do you think of me now? It's this is my name, this is my why, this is why I do what I do. Here's proof of what I have done. Is this the right fit for your organization? Totally different conversations.

It's. And here's what I love about this. First of all, one thing probably One of the most significant lessons I've learned from a marketing business building perspective is the old way of thinking about marketing is what's the demographic psychographic profile of your ideal customer? And then you target them. That method sucks and I'll tell you why. In Dan Sullivanism language isms. One of the things that he does in every one of the books is he opens up with a scorecard. The scorecard includes eight mindsets. The mindsets are actually just as much values as they are mindsets. This is a way to determine someone's mindset immediately. You can just simply tell if they will be a right fit. And I think based on that, what I'm going to throw out as a.

Something I want to do right now is show two things. One of them is I'm going to show the.

Let's see, should we do the marketing one first or the business team one? So that's the Michael Johnson or the Lisa one?

Let's do the Lisa.

Okay, great. So this is Lisa. I'm going to let her roll because she's got a great story. It's totally relevant to this. We're going to decode it and then, then we'll move on to the Michael. So here we go. Check this one out.

The biggest breakthrough for me was owning my why fully and having a better understanding. But it was also helping me in my business and marketing it. My business partner and I decided we wanted to change up everything. We spent nine months trying to come up with our marketing material and getting our website done. As soon as we both did our wise, we had our website material done in one week. I'm not kidding you. It really helped us identify not only who we were, but who we wanted to communicate with. And that was a huge game changer for our business. I almost didn't start working with the Y Institute because I was a little concerned about the cost of getting trained and I had just taken a bunch of other programs. But what I will tell you is I made that money back so fast.

All right, let's unpack that one because there's a lot there that everyone deals with. Which again gets down to messaging and focus and getting stuff done. And oh my God, how many of us have. We are a label on our own bottle that we can't see what it's. We can't read what it says. And that also makes it difficult to come up with our messaging. So let's deconstruct.

Yeah. So think of how many people. Well there. How many people are on here that are Trying to do the same thing. Hey, I need a new website, and we're doing different things now. So you go out and you hire a web development company, and they're like, well, what's your message? Well, I don't know. Well, you come up with it for me. Well, what do you do? And then all you do is talk about what you do. So if you talk about what you do, you blend in with everybody else who does what you do. I'm a dentist, I'm a chiropractor. I'm in sales. I'm a social media expert. Whatever it is, there's a lot of them. So you just blend in if all you do is talk about what you do. But as soon as you talk about why you do what you do and what you believe, that separates you from everybody else who does what you do. Right. And that's what you do. How you do that is by starting with your why. And how you do that is by first discovering your why, then your how, then your what. Those three become your message. That's the quick, easy way to do it. And you can make it sound a little bit different if you want, but the essence of it is your yos.

So as long as we've done leases, I've got another example here. That is Lisa's, where she used this with a client of hers, and it resulted in charging more money. So let's do that one because it's really short. It's a short clip. And I think there's some more great deconstruction here. So let's bring that up. And here we go, ladies and gentlemen.

Interesting about, you know, utilizing the why in my business was as a coach. You spend a lot of time meeting people and explaining to people what you do. And for me, it's what makes me different than other coaches so that people would want to work with me. The why has opened that door wider. And what I mean by that is that people automatically, I want to see my why. I want to know my why. I want to know my purpose. I want to make sure I'm aligned so it gets people through the door faster. And then once they figure out their why, what I found is then people like, oh, I'm not. I have shame around this area. I haven't fully owned that. I need help with that. I even had a client who had simplify in his why process, and he is a consultant to engineers. And his superpower is that he has the ability to take really complex information and break it down into simple, like, four bullet Points. And he didn't know how to charge for that because he was thinking that he needed to charge hourly. And when I explained to him, it's that the ability to take complex information and bring it into layman's terms so you could market to people and they can understand your process is priceless. And you have that ability to do it. People are paying you for your gift, not your time. Once he owned that because he had a lot of shame around that, he doubled his pricing and doubled his income in six months. I was so shocked at how quickly that happened for him. And I totally attribute it to the why. And he is one of my greatest. And he's brought clients in for me because he's so excited about knowing his why. He tells everyone else about how important it is to know their why.

This is where you get to turn your clients into viral marketing candidates for you. But again, there's a lot to unpack in that story. But talk a little bit about what went on.

To me, the main thing that I got out of that was opens the door wider and gets them through faster. And so prospecting is so different when you know somebody's why. So I don't talk to anybody until I know their why. And that's why. Even when we went to dinner with Vivian, I didn't really want to talk to her much until I knew what her why is. Because what am I going to say? Hope I say something that's interesting versus know exactly who I'm talking to and the words that she wants to hear. So if you have a prospect or prospective client, have them discover their why first, and then you'll have an amazing conversation with them that is meaningful to. You'll know what their gifts are, you'll know what their challenges are, and you'll be able to help them solve that with whatever product or business that you have. Super effective.

Yep. And I think one of the grand lessons here is getting past the what I'm doing in exchange for money. That value exchange is a great way to be and stay broke and be miserable and resentful. And then when you know how to message and deliver that message to the perfect audience in a language they understand that is beautiful music to their ears and to their brains. And, and. And so let's go down one more. There's one more little short example here, and it is the Michael Johnson. And this has more to do with team building. So why don't you just describe who he is? First of all, when I put this clip together, I had to edit Around a couple.

Very, very creative. It was funny. I mean, this guy is so funny. I want him to be my new best friend because he's such a wackadoodle. But lunch is set up, who he is, where he came from, and then we're going to talk about team building.

He's like the badass of badass guys. I mean, he travels around the world training special forces from all over the world on how to do hand to hand combat. So he, I went through his concealed carry and urban defense class and he's. He could have killed me in less than a second many, many times. But what we're going to be talking about here is how he's built his team, the mistakes that he's made versus now how he's doing it using the yos. Let's see what he has to say.

This is awesome.

The biggest impact that the Y Institute had on me was helping understand the right people sitting in the right seats on the right buses. So I would hire somebody. I had a totally different perspective of who they were and they weren't able to fulfill that role because that wasn't their why, that wasn't their purpose in life. So what the Y Institute brought to the table was helping understand. Before I invested funding five, six, seven months and lost all that money, all that time, all that energy, it showed me a simple, effective, fast way to put the right seats on the right bus for the right people that I can surround myself with to get the job done quickly and effectively. And that not only helped us be more productive, but it helped us make more money. So for me, I did coaching a long time ago with a really successful guy and he said, for the rest of your life, don't ever look at what anything's going to cost you. Look at how much it's going to make you. And so for me, this investment was probably one of the greatest investments that I could make in my company. Because what was costing me time, energy, relationships and wasting my productivity, I could now save by taking a quick test and getting the right people around me that I needed for those projects.

Bam. Now there it is. It's time, energy, relationship, aggravation. I mean, he really encapsulates it all. But you know, we're all looking for shortcuts, increased capabilities, but deconstruct that, decode that for us.

Yeah. So it's good to. Great, right? Get people on the bus and get them in the right seat. How do you do that? Great concept. There's a lot of great. That's one of the things I want to stress is there are so many great concepts out there. Get them on the bus and get them in the right seat. Start with why all these things, they're great concepts, but unless you know your why, they remain a concept. And what are you going to do with the concept? Do you need another good concept? Do you want to fricking do it?

No, I'm all about shortcut now. Implementation test. Try it, refine it, and then just get it out there.

Let's go, let's go, let's go. Right. And so that's the essence of this, is if you discover somebody's why. Prospective employees, why? You will know where they fit. Let's go back to you. Your why is to challenge the status quo. Think differently. Imagine extraordinary. Create things and possibilities that people don't think are possible. Right? So if. But you walk into my office, you're dressed nice, handsome guy, you walk in, I know you're good at numbers. And I say, you know what this guy looks like? He'd be a good bookkeeper. So I put you in my bookkeeping department. How's that going to work for you?

Well, let's see. First, I'd gnaw my face off. Then I'd start the place on fire. And then both of us would realize that I am an unemployable human being.

All right. But I wouldn't know that looking at you. I would make assumptions based on how you're dressed, your hair, the whole shebang. And I'd say, seems like a good guy for bookkeeping.

And this is the way I hired for about 20 years. Hey, I like you. You seem like you'd be good at this thing. Do you think you could do? Which is the worst possible question ever. And they'd be like, I think I could. It didn't even dawn on me. What is your history? Are you great at something? Do you have a history of success in this space? And can you imagine yourself doing it? At least five years. You know, but here, again, sometimes people will lie when you ask them a direct question because they're hungry, they're broke, or whatever their circumstance is that will dictate their reaction, their response. But this is one of those context won't lie, and the story won't lie.

I'll give you an example. This business in Albuquerque, in fact, where my office is at, they were hiring somebody for their reception position, receptionist position. And it's a medical practice. And so her why came up as challenge. And so they said, would you interview her for. Because we really like her. We really. She's got a great personality. I think she would be wonderful for this. Okay. So I sat down with her and I said, so how did the why of challenge feel to you? And she goes, man, that is me to a table. And I said, well, how do you feel about showing up on time, following the rules, doing things people tell you, Well, I can do it if I have to. And I said, well, what if you. As you get going with this and you don't feel like coming in and showing up on time? How will you handle that? Well, I probably won't. And I said, okay. So I went back and I told them I don't think that's probably the right one. They hired her anyways. We like her. How long do you think she lasted?

I'm going to just say on the long side, two weeks, but. Okay.

Two weeks later, they come to me and they said, she just wouldn't come on time. She would not follow the rules. We had all these specifics to do. She wouldn't do it, but that's okay. There's places she would be. Wonderful. Put her in the marketing department. Put her in the event department. Put her in the fun department. Oh, you got a winner. Put her in the gotta follow the rules department. You got to lose her. Doesn't mean she's bad. Means you're not putting her where she has passion for what she's doing. Put you in the marketing department. Winner. Put you in the bookkeeping department. No face left.

Best. Best place to put me in is the room where you want a lot of broken toys. It'd be like if. If your job is to break toys, I'd be like, yes, take them apart. Excellent. Oh, yes. Figure out how they work. Fabulous. Put them back together. No, thank you. That's for the rule follower. All right, keep going.

Well, I was talking. I was having a meeting with this lady who is the CEO of a. Of a global company. And I had seen some videos that she did on YouTube. She was very serious in these videos, but I had had her discover her why first, and it came up as challenge again. And so I get her on the phone and I said, you know, I was watching some of your videos online, and you looked very serious, kind of stoic in those videos. But when your why came up as challenge, that doesn't quite jive. I said, how did challenge fit to you or feel to you? And she said, oh, my gosh. She was so animated. And she goes, that is me. I've been that way. My Whole life. I left my home when I was. She starts telling me all these stories about how she thought outside the box and did things completely differently. But I would have had no idea. If I would have just looked at her picture and watched her videos, I would have no idea who I was dealing with. But once I knew her, why, I knew exactly how to connect, how to talk, how to move forward. And we've formed a really great relationship because of that. I know how to talk to her in the language that she speaks. That's when it becomes powerful.

I love it. I love it. So, two things that I'd like to do to wrap this up. First of all, I'm just going to remind everyone again to go to yinstitute.com go try this out for yourself. It's awesome. That one's on me. You also have the certification program, which I'll just tell everyone. The link right now is yinstitute.com cert, C, E R, T. You and I just recorded a video that goes into that and it talks about it through the lens of a coach, consultant, advisor for using this to build and grow their business and deliver great value to an organization. But also it would apply to someone in hr. But can you talk just a little bit about what the certification program's all about, what you get and who the right fit is for it and who is not.

Yeah. So the right fit would be an organization that wants to utilize the Y to build teams, hire the right people. If you're growing, if you're in a growth phase and you're going to be bringing people onto your organization, that would be the perfect time. Whether that's the CEO doing it. Typically not. It would be somebody in the HR department. But we have had a lot of CEOs that say, I want to know this for myself because I know that I'm going to be somebody here long term. So they want to make sure that they're making the right decision. So we have oftentimes the CEO and the HR person go through and get YOS certified. So that'll allow you to dive deep into the nine whys. You'll understand the channel, the. The great things, the challenges, the solutions to the challenges, all the details and the nuances of each of the nine whys so that you can recognize it and you can speak that language. You'll learn how to use the Y dashboard, the YOS dashboard. You'll learn how to use this to prospect. You'll learn how to use this with hiring, with building teams, with creating your why Matrix, which is basically your whole organization, and then their why, how, and what of each person so that when somebody comes in to talk to you, you'll know exactly how to talk to them and help them to move forward faster. So it's basically building your organization, utilizing the YOS so you can use it that way. Or if you're a coach, consultant, and creative and you want to use this in your own business with your clients, then you would be somebody that would want to get YOS certified. There's a lot more to it. We could dive in deep to what comes with it, all the. The different bonuses that come with that. But I'm not sure if that's how deep we want to go.

No, I think the way I would. I would put it is, you know, I was involved in helping develop the offer, and it's. It's everything you need to learn this process. You know, part of, I think, to me, one of the things that I love about this is it's like you get a magical superpower and it's something you can turn on, whether you're walking into a bar to have conversations with people, whether it's in business, whether it's in team, it's in your own personal relationships. And then you've also got these bonuses and tools to help someone use it in an organization, use it to sell. Also you've got PowerPoint so you can teach or deliver this content in from stage.

Yep.

And I think if the way I want to use it, besides for prospecting, for delivering better value for messaging, is also to give it away to everyone who's going to be in a room. Okay, so imagine if you had an opportunity to present in front of, I don't care if it's ten or a hundred or a thousand people, give everyone their why ahead of time. And then you could identify maybe some of the biggest influencers or potential ambassadors, maybe potential partners, and with their permission, do the magic trick. You know, you'd talk about who they are and have them nodding in the audience going, yep, you got me. You got me. You got me. You got me. That kind of proof, and I've watched you do it, is so interesting and engaging. And anytime you tell someone more about their favorite subject, which is them, you're going to win them. And it's the equivalent of a scientific horoscope.

And again, I think mind reading and psychic abilities is magic to most people. And when you can predict them and they're like, oh, my God, no one's ever been able to communicate who I Am that accurately before what is this? And who the hell are you? Exactly.

And so you'll move them from prospect to client very fast.

That's right.

So I know there's a lot of different types of businesses that listen to your podcast. I personally have worked with over 500 companies and so many different kinds that you can possibly imagine. I've worked with country clubs, giant farming, co ops in Minnesota, school districts, cities, country clubs, banks. I mean, I could go on and on taking them through this process of who am I? Who are we? What is our message? How do we expand our reach? This process will allow you to do that, and it's super effective, easy to use, and simple.

Right on. Well, next steps, easy. First of all, time to put your money where your mouth is. Your mouth where your money is. Now it's free. Okay, so go to yinstitute.com go. Normally, the. The initial test is about $50. You're getting it for free. Secondly, if you want this in your organization or you want this capability, the superpower added to your abilities, go to yinstitute.com cert and is there anything else that you want to leave folks with as we wrap this up?

Well, you started by talking about the title of the book.

Mm. Oh, yeah.

You had me at y. Oh, yeah. And that's exactly what we're talking about. And maybe that makes more sense now, because once you know their why you have them, you know who they are, you know how to talk to them, you know enough to be able to help them get where they want to go.

Yep.

That's a wonderful gift to have.

It is. And it is a killer book title, by the way. We came up with that, what, two days ago. I can't believe it. It was like, no way. Awesome. And we registered it. I mean, I was like, boom.

Perfect.

Wow. It really is outstanding. So this has been awesome. I've really enjoyed this interview. I'm really. I've been super excited to work with you and for everyone in the Strategic Coach family. This complements Colby. It complements any kind of a tool that you're using, and it's just going to make you better at everything that you do. That much I can say with certainty. I'm so all in on this. When we decided to start working together, I'm like, there's nothing better than working with someone who has stuff that I genuinely want to use in my own business and every part of my life. And it passed the Vivian test, which is also a very, very important thing. And I can't wait to give it to Zach because it's going to. I think it's going to open up even more depth to our relationship. So that's really. I'll just leave it at that. If you've enjoyed this episode, get inside. First of all, just give us some feedback. Send an email, go on.

Itunes, rate, review, and, of course, pass this along to other business owners. Give them access to this tool. Gary has a big vision that is he wants to help a billion people with this tool. And I want to thank you from the bottom of my heart. This has been an awesome time.

Thank you for having me. It's been great.

All right, well, everyone, there you are. We're going to say goodbye. Thanks for watching. Thanks for listening, and we'll see you in the next episode.