New Patient Challenge: Day 1 - Why?

Good morning, my friends. I hope you're doing amazing. Welcome, welcome, welcome. Thank you for joining me today for our 5 by 5 by 5 new patient challenge. We're going to be helping you acquire five new paying clients. We're going to help you achieve better prosperity and better reach. And we're going to make sure that you help as many people as you possibly can with your powerful message. So I'm going to see if we can get this streaming on Facebook here. Give me one moment. And while we're doing that, I'm going to ask you to type into the chat what you're most grateful for. So go ahead and type into the chat for me what you're most grateful for. As we get started it. All right. Love seeing all this gratitude coming in. Now, the reason we start with gratitude is because gratitude takes us from a state of consumption to a state of creation. It shifts our physiology into a state physiology of being more parasympathetic. So I'm excited today that you're here. I'm excited that you're engaging and learning how to reach and influence and impact more people. So thank you once again and I am grateful for Facebook. And I'm saying that in the hopes that it gets this streaming live here for whatever reason, it's not working. So you gotta love that when that happens, right? But we stay in our breath, we stay focused. We stay here now. And Aaron, if you could pass this message on to people, I'm going to try one more time and see if this works. But if you could pass this message on and let people know that we're having some technical challenges and we're going to get started and we will post the replay whenever it's available. Okay? So I'm going to try one more time and let's see if that works. Let's see if we can all collectively put our energy and effort together and our minds together to allow this connection to take place. And if not, then we'll just have to get everyone the replay. Thank you. All right, so if you haven't already, type in what you're most grateful for. I learned a very important quote that changed my life a few years ago. And it says, it goes like this. And it's from Steve Harvey. And it said, imagine you woke up one morning and only the things that you were grateful for showed up in your life tomorrow. And since then, I've kept a daily journal of the things that I'm grateful for. I hold gratitude in my heart every chance that I possibly get. And we always have to be grateful not just for the ups, but also for what are seemingly the downs in our lives as well. All right, so let's go. Today, we're going to start with why. Why is is actually where everything starts when it comes to our business and in everything that we do. Why do you do what you do now in business, One of the things that we have to recognize and realize that is that if people don't know why you do what you do and you run a business, the assumption is, the default assumption is that you do it for money. And that's the only reason that people can deduce that you do what you do and why you do it. So we have to make it very clear to people that they know that we are doing this for more than money. You might be wondering, what does this have to do with new patients? Well, every organization that is revolutionary, such as Apple, starts with why, and they carry that why in everything that they do. And everything that they do then has this golden thread that goes through it. And that golden thread is very critical. So we're going to, through this exercise over the next few weeks, we're going to figure out what that golden thread is for you, and you're going to figure that out. We're going to help you with that. And once you figure out that golden thread, then you're going to have the ability to ask yourself, does this tie back to why I'm doing this? And if it doesn't, then it becomes clear that you're not on the right track. Okay? You're not on the right path. And we want clarity in our business because clarity is what allows us to move forward most effectively. So I'm going to share a little bit about my why and so that you can understand why I actually do what I'm doing. So my story starts many, many years ago. Feels like a long, long time ago, when my wife yelled at me from the top of the stairs, are you actually going to get paid today? These are the exact words that she said to me, are you actually going to get paid today? And this is because I was working for a company that owed me $60,000. I had a young family that was just starting. My parents had just lost their business and had moved in with us. And it was a tumultuous time for us, very stressful time for me. And looking back, it was one of the greatest things that ever happened for me, not to me. And so little bit of backstory. My wife, when my son was born due to a medical error, ended up having to have an emergency hysterectomy and emergency C section and an emergency bowel obstruction surgery shortly after that. So the first month of my son's life was very, very stressful for us. And in addition to that, as we were going through this, I was working my butt off for a company that wasn't paying me. So you can only imagine the frustration that she had. Me not being around, not being present as much as I would have liked to have, and then me going to a job that wasn't actually paying me. And that resulted in lots of challenges. It resulted in many sleepless nights. However, I was steadfast and committed to making this work. So I was willing to do whatever it takes to make this work. As many of you are, all of you are here because you want to make this work for you and you're willing to do, hopefully not whatever it takes, but as much as you can give to your business, because you have a strong why as to why you do what you do. So this is one of the reasons. I love coaching practitioners because I want them to spend more time with their families. That's my ultimate why. I want to help you create systems. I want to help you create freedom. I want to help you create gratitude so you can be grateful for the things that you have and be present to the things that you have. And I want to create healthy, vibrant, mission driven entrepreneurs and practitioners that are out there to truly change the world. Now, I've made it up to my wife over the years. I've made it up to my son over the years, and he thinks I'm the best dad ever, which to me is the most important accolade amongst the other accolades that I've had. And we have a amazing, healthy family. And my son inspires me to be a better version of me every single day. And my wife and I get to work together alongside our amazing team to make the world a better place. So that's my why. And my why is really designed to create the entrepreneurs of the future, the practitioners of the future that truly can have it all. Thanks to technology, thanks to the Internet, thanks to tools like Facebook and Instagram and email marketing, and of course, grassroots guerrilla marketing. We have a very powerful tool that the world needs to hear more about. And my mission is to help you get that message into more people's homes so you can serve more people the most efficient and effective way as you possibly can. So that's a little bit about me. You'll hear a lot more about my story because I Use my story as an exercise to help educate you so that you could be better informed on how to help and service people. All right, so Simon Sinek has a very famous talk that he gives called Start with why. And in that talk he talks about the Golden Circle. So the Golden Circle is very important for us to understand because it's an ingenious way for us to look at our business and focus on the right element of how we're going to market what we do. So great leaders and great businesses and great organizations always start with why. And when you compare companies like Apple to a company like Samsung. But what he realized is that those companies started with what. And I find functional medicine practitioners and coaches and wellness practitioners are extremely guilty of this. I know I was until I understood how this whole formula worked. Now, this graph is great because this infographic is great because it shows us the difference between the parts of our brain that are part of the decision making process. So all purchasing decisions, as you may know, and either be a benefactor of or a victim of, are related to the limbic brain. So we actually don't decide from our neocortex, we decide from our limbic brain who we're going to work with, what products we're going to use. And this is why marketing is very emotionally driven. This is why when you purchase products from a company like Apple, you're driven by emotion as opposed to being driven by logic. Apple doesn't make the best phones from a hardware standpoint. They don't make. Well, now they do, but they didn't always make the fastest and best and most powerful computers. What they did was they appeal to your limbic brain and, and really shared with you why you should buy their products. Their products are designed for game changers. Their products are designed for people who just don't want to be more productive. But for people who want to change the world, kind of like me, I don't want to work with people who want to necessarily. All they want to do is make more money, more money, more money. I want to work with practitioners who want to change the world and do it in such a way that that allows them to be amazing stewards of this planet. That allows them to be present to their families, that allows them to be focused and healthy and vibrant as we all should be, because that's what we do. We help people get healthy and achieve healthy and live healthy. And it's hard for us to do that authentically if we're not doing it ourselves. So that's my big why. Okay? I want to understand a little bit better about what your big why is as well. Okay, so go ahead and type into the chat for me. What's your big why? Why is it that you do what you do, aside from obviously putting food on your table? What drives you, what makes you passionate about what you do? What makes you jump out of bed every morning and do what you do? What makes you continue to do it despite perhaps feeling like you're failing or coming up against the storm or trying to climb this mountain that you have to scale, that you've never scaled before? Why is it that you do it? So go ahead and type in to the chat why you do what you do. And if you're not clear on this, that's okay. You know, I don't want. I don't expect you to shoot from the hip and just type in something for the sake of it. I want you to really give this some thought because this is going to be one of the most important, important aspects of building any business, whether it's a computer or whether it's a wellness brand or business. And this is the part that people forget. And this is actually your competitive advantage. Because all of us are going to have different whys. We might have similar hows and similar what's. However, our whys are going to be different, and the why is going to be what people connect with. Okay? So if you connect with, you know, being more present to your family, if you connect with being more healthy, if you connect with having systems which help you achieve freedom, if you connect with, you know, being the best version of you, then our whys are going to connect. My why is going to be attractive to you, and you're going to want to work with me. Okay? Now, if all you care about is making more money, then maybe my why isn't going to be attractive to you because I didn't even talk about that. That's not part of why I do what I do. Okay, so what is your why? Let's see some of these answers and responses that are coming in. And Aaron, if you, if you could, I would appreciate if you could just leave a note in the Facebook group. I keep trying, but this stream isn't working there. So if you could just let people know that there's a bit of a technical error and we will share the replay with everyone so everyone has it. Okay. All right, let's see. I do it because it's my calling to help people heal. I do it because I want people to wake up and show them an alternative Way to living. All right, that's a great why. And that's from ibi. David says if I haven't got. If you haven't got your health, you haven't got anything. By giving others their health, I am giving them everything. All right. Awesome. All right. Sarah says to save someone the possible frustration, confusion and isolation from dealing with a broken medical system that tells them they are okay when they know different. Yeah, that's a great why. All right. I love these. Okay, now this is something that has to come through clearly in your message. So whether you're talking to somebody on a phone call, whether you're presenting in a live audience, or whether you're presenting in an audience online like I am right now, or whether you are streaming something like a live video on Facebook or Instagram, people have to know why you do what you do. This is your competitive advantage, this is your purpose, this is your motivation, and this is your belief system as well. We want to work with people who have the same belief system that we do. Okay. Now the how is your process. Your process is specific actions taken to realize your why. So for me, how do I do that? How do I help you spend more time with your family? How do I help you achieve better health? How do I help you be magnetized by your mission? Well, some of the ways I do that is I create systems, I help, I actually try and test, battle, test everything that I share with my clients so I know it's working before I share it. So I'm not wasting your time or your money. Okay? So that's how we do what we do. Now what we do, what we do is the results that you help people get. So we help people have more streamlined businesses. We help people have more self awareness. We help people build scalable solutions for their market. Okay? And we have lots of evidence of doing that. We've coached hundreds of clients along the way. Now here's the thing. Many of us start with what? So when we're promoting our business, when we're promoting the results that we get, when we're out there sharing what we do with the world, we talk about the results, we talk about the outcomes, we show the before and afters. Now that's important. But what's more important in connecting with the limbic brain of the person that you're trying to reach, to reach out to is why, okay, before and after, while it's logical, right? And you might show before and after lab results, you might show before and after images, you might show before and after testimonials it's not the result that gets people to take action. It's the why and the how. Because we make decisions from our limbic brain. So it's important that we understand how decision making takes place so that we can understand how to put our message out there in the world. Now, some of you might be wondering, you've been putting your message out there, appealing to the neocortex and thinking, wow, it's so logical. Functional medicine is the most logical decision for people to make. Why aren't they choosing functional medicine? It's because their limbic systems are being hijacked by all the other messages that are out there. I think it's pretty clear to everyone right now more than ever that people's limbic systems are being hijacked by fear. And people are making so many of their health decisions right now. And I won't name names or say exactly what that is. You can figure that out on your own. But people are making so many decisions based out of fear. And you wonder, why are people doing things that don't make sense? And it's because they're making a decision not from the neocortex, not from their higher faculties, but they're making decisions from their limbic brain. And the powers that be know this, right? They know that if we hijack people's limbic brains, we can get them to make decisions based on fear instead of rational thought. So we have to know this ourselves so that we can hijack their limbic brains in a positive way, in a good way, and show them a better solution. Now, you're competing against this limbic hijacking, so you really have to have a strong why, okay? That why has to truly resonate and appeal to that person. All right? Now, another way that we want to help build a connection is with trust. And I say that trust is a time machine. You can collapse timelines by building trust with your audience. Now, one of the ways that we want to build trust is by sharing and being vulnerable and, you know, laying all the cards out there, right? The more we can do that, the better we are at doing that. The more vulnerable we can be, the more trust we can actually build with people. We attract exactly who we are. So the goal and the objective is to create as much trust as you can. You know, they say no like and trust. And I would say no love and trust. You want to get people to love us, and we want to get people to trust us as well. Okay? So trust is very important in building your business, because when People trust you. They don't look at the spec sheet, right? If I buy a product from Apple, I trust that they've done all the work to create a product that is superior and going to meet my needs. When somebody works with you, when they buy a product from you, when they buy a service or a package from you, it is because they trust you. People are trusting you with the most important asset that they have, which is their health. There is nothing more valuable than people's health. So we can't expect people to blindly just make decisions when it comes to their health. We have to honor the process. And that process requires that we build trust with them. Okay, so what are some ways that we can build trust? Here's a few ways. One is proximity. So think about this VIP group, for example. Okay, we can build more trust because we're in proximity with one another. We can see each other, we can chat with one another, we can communicate back and forth with one another. So proximity in the digital world can be in meetings like this. Let me ask you a question and I'm going to always ask simple questions. Okay, so what do you think has better proximity, A meeting room or a webinar? Go ahead and type into the chat. Which one do you think has better proximity, a meeting room or a webinar? Okay, see, we all know the answer, don't we? Right? So doing a webinar is. Has less proximity. So perhaps you might consider, hey, instead of doing a webinar, which is a one way communication where you can't see the other participants, how about we try doing meeting rooms instead? I've always found that when I can see people and they can see me, then I get neurofeedback, right? I get feedback from people nodding their heads. I get feedback from people typing and communicating and I know they're more present. Now on a webinar, I don't know if they're present or not. I don't know if they've got up and they're cooking their dinner or whatnot. But in a meeting room, if they're sitting in front of their camera, then we have proximity. Okay, so think about that for a moment, right? Some people might say, you know, my webinars aren't working. Well, how about you try a meeting room so you could build a deeper connection with people. The next way we build trust is frequency. So frequency means that we are consistently putting our message out there. We're consistently putting our why, our how and our what out there on a consistent, frequent basis. I always say that Consistency carves canyons, right? It's not the one storm that came in and the one, you know, flow, one, you know, one storm that came in and built the Grand Canyon. It's been carved out over millions and millions of years. It's that consistent flow of water that slowly continues to build that canyon. Now, frequency. You might be wondering, Sachin, how frequently should I be putting my message out there? Here's the thing. If your message is valuable, you should be putting it out there as often as you possibly can. Now, the magic formula is not once a week, it's not once a month. The magic formula as often as you can. If your message is valuable, people will want to hear and see it. Now, there are times that people are more likely to be on Facebook. There are times where people are more likely to be on Instagram. And we can get super complicated. However, in the beginning, because you're not spending millions of dollars on ad spend, it may not matter as much. So I would suggest, you know, you should be putting your message out there three to four times a day, whatever that is for you. You know, if I say, hey, you've got to put it out there at 9am Then you're going to come up with an excuse and say, well, I got to drop my kids off at 9am and then guess what? It never happens. Okay, what works for you? The more frequently you can put your message out there, the more people are going to see it, the more eyeballs are going to see it. Now you might be wondering, satchin, aren't people going to get annoyed with me? No. There's way more annoying things on Facebook. There's way more annoying things on Instagram that don't add value to people's lives. So if your message is valuable, people will appreciate it. If it's annoying, then you shouldn't put it out at any frequency. Right. It's actually working against you because exact opposite of marketing. But if you have a powerful message, then you have to assume, you know, that most people aren't going to see your message. You just put it out there once a week. That's a great start. But it's like farting in a hurricane. No one's going to smell it. So we've got to be consistent throughout the day whenever that thought comes up for us, whenever that story comes up for us that we want to share and put our message out there. Okay. Now you could hire, you know, experts and they'll tell you exactly what time to put your message out there. And then of course, it may or may not happen. So frequency is huge. And I like to go with the flow. I'm a go with the flow kind of guy. I like to take the path of least resistance. When somebody tells me what to do and when to do it, for me, that creates resistance. So I share. When the idea or the thought comes up, I just go to my iPad or I go to my computer and I share my thought. The next one is service. Okay, so if you have great service, then that's going to help build trust. How do we give people a glimpse of our service? Well, we can be responsive to their messages. We can be responsive to the comments that they might write in our posts. We can make sure we answer in a timely manner. Write this down. People do not refer based on results. They refer based on experience. So you could create amazing results for people. But if it was a frustrating process for them, they're probably not going to refer others to you. Why would they? Right. If I have a frustrating experience with a vendor, I don't want to put my reputation on the line and refer somebody to a frustrating process, do I? Because who is that person going to blame? They're going to blame me. And now I'm going to lose rapport. I'm going to lose the trust that I've built with that person. The next thing is a sample. All right, how do we give people a sample of what it is that we do? I mean, this challenge is an example of that. You're getting a sampling of our coaching. You're getting a sampling of how we work with clients. You're getting a sampling of what it's like to be part of a community that's on a similar mission as you are. And you'll see value in that, of course. Okay, so how can you give people a sample of what it is that you do? And number five is results, right? Share results. Give people some small wins. You know, many of us are afraid to give away our knowledge. Many of us are afraid to, you know, share some of our best tips and tactics and strategies. But if people don't get results, then how will they ever build trust? So this challenge, for example, is designed in the hopes that you get at least a few new patients out of this process, not just during this week, but forevermore. Because we might change a thought process, we might change a technical process. We might change a way you do or run your business. So my goal is to show you some results so that we can build trust so we have proximity, frequency, service, sample, and results. Now, another way that we can build trust is get people to say that they're just like me, she or he is just like me. Because we like to surround ourselves with like minded individuals. So I recently listened to a talk from Ed Hollowell as part of Genius Network, which I'm a part of. And one of the cool things about it is that I realized that I probably have ADHD now. What he taught me to do is to turn that ADHD into a superpower. Okay. So I shared this book yesterday and I realized that there is many other people that have this as well. So books are a great way for us to build trust. What book are you reading right now? You know, if you went to somebody's home and you saw their bookshelf and you saw that, you know, 80% of the books on their shelf were the same as the ones on your shelf, would you instantly have a deeper connection with that person? Of course you would. Imagine you were reading the exact same book that somebody else is reading. They're like, oh my God, that's my person. Right? We have something in common. Imagine you're listening to the same podcast. Imagine you like the same musician or artist, right? So there is a multi prong approach to build connections with people besides just sharing technical facts about the mitochondria. People expect you to know those things, right? When I hire someone to help me with my health, I expect them to know how to help me with my health. But what makes me choose one person over the other is do I feel a connection with this person? Do I feel like this person gets me or understands me or has similar values as me? Because that's the person I'd want to work with, right? So even something as simple as like, you know, what car do you drive? What phone do you use? What are some of your favorite brands of clothing that you wear? What foods do you eat? Right? I mean, there is. There's so many different ways that we can connect with each other. So think of it like Velcro, okay? Building a relationship is like Velcro. So Velcro works really well because there's so many loops. So we want to think of each of these connection points with our clients like a little loop of Velcro. If you only have one loop of Velcro connected, that's not a very strong connection, right? But let's say you're, we're into the same car. Maybe we're into the same team and I'm just giving examples, right? You can think of your own. Maybe we wear the same or enjoy the same Brand of clothing. I had a story of a. Of a gentleman that I sat next to on a plane, and we had the exact same glasses. So instantly we struck up a conversation. Now, the glasses I have are, you know, custom designed. So it led to a very interesting conversation. Okay. Instantly, we had rapport because we had the same taste in something that we're interested in. So we want people to say they're just like me. How can you do more of that? Okay, is this resonating? Type in? Yes, if this is resonating, giving you some new ways of looking at your business. Okay, great. Awesome. And I hope you're finding some opportunities. Maybe you're. And this isn't to say you've been doing it wrong all along, but it's showing you a different way of approaching this ability to create a connection with people. All right, now, one of the most important lessons that I've learned along the way is that we want to put education in. In front of your offer. How can you educate people so that they realize that when they're working with you, you are the absolute best choice for them? So we want to build a connection, and then we want to educate them so that you become the most obvious choice. The way you are going to help them becomes the most obvious choice. There's nowhere else that they're going to go. So many of our clients, it's so fascinating. Jim Rohn says it's not our job to really figure out why people decide now or why they decide 10 years from now, because we could rack our brains and probably lose even more hair than I've lost over the years trying to figure that out. But what we can do is not think about that and continue to educate the marketplace so that we become the ultimate choice. Now, the reason I'm sharing the story is because we have some people that have been following us for almost 10 years since we started our business. They've been following us, and they refuse to work with anyone else. They refuse to work with anyone else over those last 10 years to do something about their health. And it saddens me because they finally. We finally made an offer that made sense for them. So they were educated, and when we made the right offer, they jumped all in with two feet. Okay? So it's because we've continued to educate them and they've resonated with our why. So there's that connection there. But then we educate them so they realize that there's nobody else that I want to work with. Okay. And that's totally okay. People save up for the things that they want, don't they? Right. So if somebody wants to go to Hawaii, they're going to save up. It might take them weeks or months or years to save up for that vacation, but they know exactly where they want to go. They don't want to go somewhere else. This is where they want to go. So we always want to put education in front of our offer sometimes, and I've been guilty of this is I'm so convinced, right, that I have the most logical solution for them, that what do I do? I put the offer before I fully educate them. Now, another simple question. Do you think an educated consumer is willing to pay more or less for your services? Much more. Right. So I'm actually okay with people waiting as long as I'm educating them along the way, because they're going to see much more value in what I have to offer. So when people say, like, you know, I'll just be totally transparent, you know, when people say, I'm going to wait, okay, great, you'll pay more. And guess what? You'll want it more, too, because I'm going to keep educating you. I'm going to keep nurturing you. I'm going to keep loving on you and showing you value so that when you do take that plunge, when you do make that decision, you're going to feel good about it. So an educated consumer is also willing to spend more with you. Okay? So when somebody says, not now, that's okay. Keep educating them. Keep educating them. Keep nurturing them, keep showing them love, keep showing them value so that when they are ready to make a decision, as long as you've continued to educate them, they're going to choose you. Does that make sense? All right. So we always want to put education in front of our offer. The next thing I want to share with you is that marketing is storytelling and sales is persuasion. Marketing is storytelling. Sales is persuasion. And this comes from my dear friend, Joe Polish. And one of the things that I learned over the years is Joe is. He's one of my mentors, and he's actually an advisor for me and an investor in our company now. And he's been just phenomenal at connecting. He's the most connected human being on the planet. And you have to wonder how he does it, and it's because he's an excellent relationship builder. So this is me at a conference that I spoke at for Charles Poliquin. I was teaching his neurotransmitter course, and it was in Arizona, and Charles invited Joe to be There, Joe heard me speak and he enjoyed everything that I heard because he's really big on solving addiction for entrepreneurs. And he gave me some great advice. He actually gave me access to all of his last three years worth of trainings in his Genius network program. And we built this amazing friendship over the years. And what he said is that if you're really, really good at telling a story, then you don't have to be that good at sales. So when somebody says I suck at sales, what they're really saying without realizing it is they, quote, unquote, suck at storytelling. Okay, write this down. A compelling offer is far more effective than a convincing argument. That's from my friend Dean Jackson, who is literally the inventor of the landing page. So every time you go to a website, enter your name and email address. That's courtesy of Dean Jackson. He invented that process. And so he says that a compelling offer is far more valuable and important than. Than a convincing argument. When people are sold on you, you don't have to sell them anything. They're already sold on you. You just have to make the right offer that appeals to them. My speaking coach, Majeed and I both agree that storytelling is one of the most powerful tools to build a relationship. So you've got to really get good at telling a story. Good place to practice is with your kids. So my son, every night I still put him to bed, he's 11. And he tells me, dad, can you tell me a story? And I've actually, I've had to start making up stories now because I can't repeat them. He remembers all of them, so he's like, dad, it's okay. Just make it up. And when I tell him a story, I practice using the Hero's Journey framework. So you haven't looked this up. We'll do some coaching on this throughout this week. But the Hero's Journey is the framework that Joseph Campbell describes. And it is a 12 step process of telling a story. So we can practice on our kids, right? We can tell them a story every night before they go to bed, and we can make it up if we want to. However, we can think back to our memories and use the Hero's Journey framework. So this is a way that I practice storytelling each and every single night. I try to follow this framework. And the better you get at telling a story, the more people want to work with you, the less selling you have to do, the less persuasion and arm twisting you have to do. All right, so a hero has two things. A hero has empathy. So here's here's my. Don't feel sorry for me, because these are the greatest things that have ever happened to me in hindsight. So this is a document. I was donating my car, so I had to find my pink slip. And my wife and I were going through all the paperwork that we've compiled over the years, and we found this bank statement. And it really was very grounding for us to find this. So this is a statement all the way back from 2009. And this is when you can't see it. I know it's kind of small, so I'll describe to you what it says. Hopefully none of you have received notifications like this from the bank. Maybe you have where. This is an insufficient funds notification. This is when, if you've never experienced this, your account goes into arrears, you don't have enough money, they let you run the card, and then they charge you a $37.50 fee. And when we factor in inflation, that's like a hundred dollars today, right? So imagine buying something for $300, which was a course, a nutrition course that I took, probably a Michael Dobbins standard process course, if I remember correctly. The course was $314, and they charged me $37.50 as a overdraft fee. Don't you wish the bank would just decline the transaction instead of letting it run and then charging you a fee? So there's actually three overdraft fees here. And what I realized is that there was more month than money. Okay, how many of you ran into that where there is more month than money? Okay, so this was my rock bottom or one of my rock bottoms, aside from my wife asking me if I'm actually going to get paid today. So I, you know, I just want you to know that I know what it feels like. I know what it feels like to, you know, to be almost, I want to say dead broke, but to be in a tough situation. And I don't come from wealth. I don't have. I don't have a good, you know, financial net to fall back on. My parents, as I mentioned, lost their business. They lost everything. And thankfully, you know, they taught us the value of hard work. They taught us the value of believing in yourself. They taught us the value of having faith. And, you know, things have turned around significantly. Right? In fact, this past year, we, me and my brother bought my parents a house. So, you know, there's so much that can happen, and we can connect the dots. This was one of the best things that ever happened to Me, because it took me out of my comfort zone. And many of you may experience situations like that where you feel like you're down and out. And what's really funny is I remember finding $20 in my one of my drawers one day and I was like, so happy. I was over the moon. And just the other day, I was taking some clothes to get them washed and hand them off to my wife, and I found $20. I'm like, wow, this feels so different now than it did 11 years ago finding this $20. Okay? And since then, a lot's changed. So I've spoken on some amazing stages. And again, you don't get to speak on certain stages unless you practice speaking. I'll tell you a story about how I got on this stage. So literally to be at this event, each participant paid, including myself, paid $10,000. Okay? So there's a three day event. In fact, it's actually happening later today. So after I jump off this call, I'll be going into this event for the next three days. I'll be online. This was in person. And the last event that was in person, I was, you know, asked to speak there. The question I asked of Michael, who runs this event, is I didn't say, hey, I want to speak on your stage. I asked him, I said, michael, who do I have to become to be able to speak on this stage? Okay, So I had to become an excellent speaker. I had to become a great storyteller. I had to build confidence, right? I had to build rapport and relationship. I had to have humility. There's so many things that allowed me to speak on this stage. So some of the people there you might recognize. James Maskell on the left there. Dave Asprey's in the audience here. There's Kellyanne Petrucci. You see there in the front row, see Jason Campbell, a Grammy award winning artist. There's like so many amazing people in this audience. Jim Kwik was there. They're all listening to me talk about mindset. And literally this speaking engagement set the stage and a cascade of events took place that resulted in massive, massive opportunities. But we had to build up to that. I had to have a strong why. I had to hire the right coaches. I had to have a vision. And this is all possible for each and every one of you. We all come. Many of us come from humble beginnings. But when we have a strong why and a strong passion for what we do, nothing can stop us. Okay? There's absolutely nothing stopping you from achieving great success. And I want you to know that I've won an award, many awards along the way, including doctor of the Year. We run an award winning business where we've won multiple 2 comma club awards. And we also build clinics, orphanages and schools along the way. And recently we just signed a major contract where our company is actually going to be one of the first functional medicine companies that will be publicly listed on the Canadian securities exchange. So in 10 years, I went from being in the negatives to running one of the first publicly traded functional medicine organizations. So a guide has to have two things. They have to have empathy, right? So I know what it feels like. I know what it feels like to have an empty book. I know what it feels like to go to a workshop and only one person is there in the audience, right? I know what it's like to have 80 people in the audience or more in the audience. I know what it's like to have people, you know, give you a standing ovation. Like there's all those ups and downs along the way. So we need to have empathy so we can understand the challenges that our clients are facing. And we also need to have authority. And that needs to come through in our story. So what makes you ordinary? What makes you extraordinary? And then what is your big why? Why do you do what you do? Do people know that? Is it clear to people that you're just like them? Is it clear to people that you've done some deep work to become an authority in the space? And is it clear to people why you do what you do? If that isn't clear to people, then they might not choose you. They're going to choose somebody else who has that level of clarity. Okay. All right. One of my friends, Patrick Gentempo, says that your brand is your stand. What does your brand stand for? Does it stand for truth? Does it stand for personal autonomy? Does it stand for freedom? Does it stand for root cause resolution? Does it stand for creating a community of like minded people? Does it stand for speaking your truth? No matter what does it stand for finding the root cause? No matter what does it stand for finding practical and affordable solutions for people? What is it that your brand stands for? This is important for you to know. And if you can clearly identify this and it comes through in your marketing, comes through in your messaging, then people can and will want to work with you. People don't say, you got to check out Zach. He's. He shares some amazing facts, right? They can get facts anywhere. They can get a book, read a book and get facts. They can go online and get facts, right? They could do a simple search and get all the facts that they want. But people choose you because of what you stand for. So Steve Jobs, who's, you know, worth studying in so many ways, they did not want to put out inferior products, right? So what they stood for was sophistication and simplicity. That's why a two year old knows how to use an iPad, because it's so simple for them to use. It's so intuitive for people to use. So what does your brand stand for? This needs to be very clear. All right, One of the things that we're going to do, and I'm going to share, we're going to do this tomorrow as part of our VIP training is we're going to do something called a brand script exercise. And the brand script exercise is going to help you create the right messaging and the right storytelling and the right journey so that it will, in literally in half an hour, you'll be able to figure out exactly how to position your brand. When we do this part right, then you will have patient after patient after patient after patient wanting to work with you, okay? Because they connect with you. They know your why, they know what you stand for. They know that you've drawn a clear line in the sand and they want to stand on the side that you're on. And they're going to choose you no matter what. They will suffer for months or years, but no matter what, when it's time for them to make a decision, they're going to choose to work with you because of that alignment. Okay? So the brand script exercise looks like this. We have to identify our character. So I'm going to give you a preview of tomorrow. We have to identify our character. That's our potential client. We have to identify what problem they have and then they meet a guide that's you. And we'll dive a little bit deeper into the attributes of the guide. The guide gives them a plan, calls them to action, which leads to success and helps them avoid failure. Okay? So as we go through this story brand exercise, you'll in within 45 minutes or so, 30 minutes to 45 minutes, have so much clarity on how to better serve your brand and your audience as well. Okay, so we covered a lot today. We covered some powerful mental exercises, branding exercises, and the key takeaway from today is start with why build trust? Okay, there's five ways to build trust. I'll review that with you really quick so you can start thinking about that. One is proximity. Two is frequency. Three Is service superior service. Sample. How can we give people a taste? Right. And results. How can we give people, you know, a taste of victory in their own small little way? All right, now what I'd love to do is open up the floor for any questions or discussion. And if anyone has any questions, feel free to raise your hand with the hand raising tool and I will call on you. Or if you have a big takeaway or aha moment that you'd like to share, then by all means you can go ahead and do that. If you enjoyed today's session, then you can also let me know. My love language is words of affirmation. So you don't have to buy me any gifts or anything. You can just say thank you or tell me what you enjoyed about today's session. And that fills my love bucket. Okay. Kerry says, wow, Carrie, you're the most grateful person I know. I love, I love your attitude and perspective on life. Thank you. I appreciate that. Natalie says, great session today. Okay, so who has a question? Go ahead and raise your hand. If you have any questions about today or if you have a breakthrough that you think would be helpful for people to listen to or you'd like to share anything that you learned today, I'd be happy to bring you to the front. Hey Anna.

Sorry, Sachin. Hi everybody. Sorry, I couldn't figure out where to raise the electronic hand so I raised my physical hand.

That's okay.

Thank you so much. Lots of insights actually from today's hour. I appreciate, I took, taken lots of notes. I have a question which is quite general but maybe you can give a couple of tips. I actually the person who does not enjoy social media, Facebook is extremely draining for me and I feel, I don't feel good when I'm on Facebook. Pretty much same applies to Instagram. I'm more comfortable on LinkedIn, but I guess it's becoming more and more Facebook these days. So maybe any tips that you have for people like me. Obviously I'm assuming I will need to be on the social media to get connected with my clients and to transmit the story, but maybe a couple of tips that you can give to somebody who's very highly sensitive towards social media streams like myself.

Yeah, absolutely. So what we talked about today, just just for clarity for everyone and, and I'm not suggesting that you're saying this, but what we talked about today applies regardless of the platform that you're using. So whether you're doing in person workshops, whether you're talking to somebody you know at a restaurant, whether you're reconnecting with some of your friends or you had a dinner party or something like that. Everything that we share today applies across the board for your brand. So this is like, the bedrock upon which you want to build your brand from. Now, I look at social media like the icing on the cake. Okay, so there's actually seven energy centers in your business, and we might get to that this week, but I'll just give them to you now. So the first one is relationship capital. So we always want to build relationships first and foremost, and those relationships, hopefully we already have. Right. None of us were born yesterday. So we all have friends, we all have family. Some of us may actually have clients that we've worked with in the past. So how can you double down on those existing relationships that you have and make sure that as many people that know like and trust you know what you actually do? Right. So somebody may know, like and trust me, but they may not actually be able to articulate what it is that I do. And some of the greatest source of referrals for me are, frankly, not our patients. It's people that know, like and trust us from a different context. So do people in your life that you connect with on a regular basis, do they actually know what you do? Because chances are every single person that we know knows people who are unwell, who are looking for some sort of solution when it comes to their health. And so the greatest tool that we have is not Facebook. The greatest tool that we have is other people's reticular activating systems. So when somebody knows what you do, guess what? Now their brain at an unconscious level, is scanning every conversation that they're having, and they're saying, oh, and I can help with that. Okay, so we want to leverage our existing relationships. Think of Facebook and social media like the icing on the cake, not the cake itself. The problem is when people think of it as the cake, then and they don't like, you know, they don't like it, then they're like, oh, my God, there's. There's nothing for me to work with here. So relationships are the cake. And that could be friends, family, business acquaintances. It could also be, you know, past clients that you have. I would rather. And this is something that we're going through in our business as well, is I would rather give my community. I would rather pour back into my community than give Mark Zuckerberg my money. Right. I mean, if I'm going to spend $10,000 a month on Facebook ads, let's say, hypothetically, what if I just spent $10,000 a month on giving out prizes to my community? What if I spent that money on giving small gifts or tokens of appreciation to people? What if I did things like that, and then that money stays within my ecosystem? So that's just. I know it's not answering your question, per se, but I don't want you to think that it all has to be based on social media. Social media could be a great place for you to scale and continue to grow. And I feel that every business, most businesses these days have some sort of presence on social media. And if it drains you or it doesn't light you up, then you don't have to build a business on social media. But you cannot build a business unless you have a clear why to start from. Right? And if you're not, and you have to be really good at telling stories, you have to be really good at articulating the why that it is that you do what you do. Okay.

Thank you.

Awesome. Samantha, you had a question. Hang on. You got. You got to unmute yourself.

Thanks.

I think I probably have ADHD, too. And I think younger people today are stereotyped as having very short attention spans. Is that really true?

You're excellent at keeping things really short and sweet.

I'm still working on that.

How do we work with this context of short attention spans?

Well, so here's the thing. So we are actually being conditioned and trained. So the way you destroy any society is you shorten their attention span. Because people who have short attention spans are consumers, okay? They're not creators. Because creating something requires focus and it requires attention. And so what we call adhd, it's really not an attention deficit disorder. If you read the book, you can dive deeper into this, and maybe I'll share a video on it with you. I'll share it in our mentorship group so you can watch it. But one of the things that Ed Hollowell talks about is that it's a mismatch in our environment. For me, if you were to say, I have adhd, I think that would be a misdiagnosis if you take it as a literal term, because I can get really focused on something and nothing takes my attention away from it. And you can ask my wife that. The same thing happens for kids. So what we think is hyperactivity is actually curiosity. So when a kid can't pay attention, it's because they're curious. That distractibility that we describe, it's because they're actually curious. We're designed to be Curious. Okay, so next time you watch tv, if you watch it, or if your kids watch tv, just do a mental exercise or you can even have a stopwatch and see how long it takes for the scene to change. It's like literally every three to five seconds, the scene changes. Okay. So we're actually conditioning children and people and humans to have short attention span, so it's hard for them to focus. And we're never teaching people how to focus. So that's where meditation comes in. That's where mindfulness comes in. That's why we start with gratitude, because it switches us out of our consumer brain and switches us into our creation brain. You can use breath work to become better at focusing on. That's something that we literally have to practice daily in order to get better at it. What we describe as ADHD is actually a superpower and is having a conversation with my wife. And to me, it almost feels like school is a system that's designed to identify the entrepreneur in all of us and destroy that entrepreneur in all of us. Because most of the people that you know, don't like, don't do well in school. Like, I did well in school. Cause I had to. Cause my parents were very academically inclined and so I was kind of an anomaly and never paid attention in school. I don't even remember doing homework in school. But I got great grades and always found a way I could pay attention when I needed to. It's funny, my. My roommate in college would study for like weeks for a test and I would study the night before and I would beat him. The other thing that eight people with ADHD do is they procrastinate. So they do things very last minute, last second. Which to the non ADD or ADHD person can seem like chaos. But for me, that's where my focus actually comes from, is a sense of urgency. I don't know if I answered your question, but, you know, I'll share some more information about his ed's talk and have a listen to that and see if that makes sense and applies to you or not, because.

Thank you.

Yeah, you're welcome. And you know, one thing about being short and sweet is I think that's a valuable tool for us to have. But we want to mix our content. So some of our content is going to be longer form and some of it's going to be shorter form. So we want to mix things up a little bit as well.

Love that.

Thank you. You're welcome. All right, we'll take one more. Any other questions or comments? Okay. Ibi. Hey, Ibi. Did I pronounce that correctly? Okay, awesome. Yes. Yes, you did.

Thanks. I think the struggle for me is how do you know that balance when you're telling a story, like, you know, you want to be vulnerable, but not too vulnerable because people want to know about you. But at the end of the day, what I've been told through sessions with people for marketing is people want to know what you can do for them. So how do you find that balance when you're telling a story to share enough of yourself but still make people engage that they get what you could do for them out of it?

Yeah. So you, you want to, whenever you're telling a story, you think of your story like an accordion. Okay. So depending on how much time you have, depending on the audience, depending on the format of how you're presenting your story, we'd want to keep it relevant to that, you know, situation. So I could, you know, I told my story in a few minutes, right? Because this, today isn't about me necessarily. But if I wanted to spend an hour telling that story, I could, I could go into a lot more detail. So you always want to, you always want to pay attention to who your audience is. You know, how much time do you have to present to them and really, you know, what you can do for them should come through in your story. Right? So we can tell the story in such a way that as we're telling the story, we're also telling people how we solved the problem that we had. And so then that's the solution that we're offering, Right? So for me, the problem that I had was I couldn't be at home with my family and I was spending a lot of time away from home at the office. So I created systems in order to allow me to be able to work from home. Right? Allow me to do something once and then not have to do it over and over again, but create processes and systems in order for the technology to do that work. For me, we want to tell our story in such a way that it also positions what we have to offer. So you're telling the story and the climax of the story is the solution that you're offering as well. Great. Thank you. Yep. You're welcome. All right, well, thank you all for tuning in today. I hope that was worth your while and your attention. Lots, lots we covered today. But the key is the foundation, which is why, right? That's the bedrock upon which you build a world class business. And when people know our why, then they're magnetized by it. Cool. Well, have an awesome day. We will see you back here tomorrow. And tomorrow I want you to come with a pen and pad handy and make sure you've got your coffee. We're gonna. We're gonna get right into the brand script. I see Anna's got a remarkable just like I do. Awesome. And we'll. We'll start right at 10 o'. Clock. Okay, Lots of love, everyone. Have a great rest of your day. Bye.