Suzy Batiz, founder @ Poo~Pourri and Supernatural

Whoo! I can feel your energy back there. I'm just jumping. My God, what a beautiful, beautiful group. And it hasn't been 3 years, it's been 12, but you know, those numbers don't matter. You know, it's one of those one-hit wonders that happens overnight that you've been working for about 12 years on. So I just wanted to clarify that. So you guys, I'm gonna do something that's really vulnerable and I hope that you're willing to be with me here. About 2 months ago I downloaded this spoken word. Like I was sitting at the office and I went, "Shit is the through line of my life." Like I'd been in shit, you know, I sell something that covers up shit and you know, so this shit thing and I, this spoken word a spoken word came through and I would like to perform that for you guys today. Are you willing to hear? Woo! Okay. Here we go. People always ask me how to get rich. Well, I'm gonna tell you how and believe you me, this shit is gonna keep you on the edge of your seat 'cause you cannot make this shit up. I grew up in Arkansas, poorest shit, with parents that did some good shit, some bad shit, some crazy shit, and some really weird shit. Dad left us in a pile of shit, so Mom completely lost her shit, and she married this asshole who molested me. And that was some really messed up shit. So messed up that I actually started believing I was worthless as shit. And I actually let that man walk me down the aisle into deeper shit. Married, bankrupt, and divorced by 20 years old. I tried to kill myself just to get out of that shit. But then I met a rich man who I thought was the shit. But he beat me and told me I was a piece of shit. And I believed him. And still, we made 2 kids that shed a lot of light on all that dark shit. I mean, they were some holy shit. So holy I had to get them out of that shit. Because we all know you can't survive that shit. Homeless and scared shitless, I felt hopeless as shit. Then I met a drummer who had little money, but he offered a song away from that shit. And we had a little girl, and she was truly the shit. And we grew a family that was funny despite all the shit. But I still thought money was a ticket out of that shit. So I pushed through, I sold out, and I clawed for that shit only to find myself bankrupt again. Yeah, broke as shit. Like I literally didn't have shit. So I screamed to God and I said, "I'm done with all that shit." And there was nothing left to do but face my shit. Like I had to clean up that shit and I knew I had to change that shit. I had to flip that script, break out, and finally own my shit. And I realized what I was taught about life was a big crock of shit, that I was the one who attracted and created all that shit. And I discovered happiness comes from inside and not from outside shit. And finally I was happy. And no one could take away that shit. And that in itself was a miracle. Holy shit. Now here's where the shit gets really good. See, I had an idea that was alive as shit. I didn't like the smell of shit. So I had to solve that shit. Now everybody thought I was crazy as shit because I'd follow my family around the house asking when they were going to take a shit. No joke. I'd say, "Please spray this before you take a shit." or you shit. And guess what? It turned out to be the shit. But I didn't have experience or even know jack shit, but I was creative as shit. See, I'd followed a hunch that seemed crazy as shit. Then I got it. Energy is the real shit. And following energy was the only shit I needed to know. And I did not have time for bullshit, so boy did I practice that shit. So much so that now I am happier than shit and alive as shit and I've made a shitload of money while being turned on as shit. All by following what's resonant as shit. And yes, sometimes I still get scared as shit, and I still lose my shit, but that shit does not stop me because my gut knows more than all that other shit. And I can honestly stand here and tell you, yes, I am rich as shit, but I mean rich in every way you can mean that shit. Surrounded by aliveness and being turned on as shit. And I know following what's alive is the only thing even worth a shit. So do you really want to be rich as shit? I mean, do you really want to be rich as shit? Then get your shit together by dropping that shit that's dragging you down. And stop worrying about outside shit. And trust that only you know your shit. Trust that only you know your shit. And dive into the shit that turns you on. I mean, focus on shit that lights you up. And when that shit is resonant, for God's sakes, go for that shit and do not hold your shit back. Because you are worthy as shit and you are powerful as shit. And you can change this shit because you are the shit. Did you hear me? You are the shit. And there is shit alive inside of you that holds the key to all that shit you desire. And if you just tune in and follow that shit that turns you on, then you're gonna be rich too. No shit. So there's my story in a nutshell. So you guys know me as the CEO of Poo-Pourri, right? And I've been in deep shit, I've been in good shit, I've experienced the whole gamut of shit. And what you don't know is that I, after my second bankruptcy when I was 38 years old, I was done. When I said I screamed to God and said I'm done with that shit, like I literally was done. I was like I never want to go back into business. I do not want to be a part of that world because it's painful. This is my second damn bankruptcy. I keep falling on my face. I don't want any part of that. So I went on a spiritual sabbatical, and I found peace within myself. I had no desire for business, and I'll never forget the day I was at a dinner party, and my brother-in-law said, "Can bathroom odor be trapped?" And I felt this like zing up my arm and like everything went to high def, and I'm like, "Yeah, it can be, and I can do that with oils." And of course he said, "Really, you think so?" I was like, "Yeah, I know so." So I started moving towards this idea to today you see Poo-Pourri, we've sold 40 million bottles or even more. We're a household name. It's a breakthrough category creator, but I never intended any of that. All I was doing was following an alive idea. So we're trucking along and I'm having a good time because remember I told you when I was back there I said I am not going back there. I had the luxury of losing everything. And I say luxury because we rarely have that time when we have a clean slate. Like I was wiped out, wiped clean, so I was able to rebuild on something different. So when I came back into business, I said, "I'm gonna do fun shit." Because what I know is you don't know when you're gonna lose all the shit. And what's worse than losing everything? Is losing everything and realizing that you didn't even have a good time. No, I'm not joking. Like, that's what really sucks, okay? So I was like, I'm not doing it. Like, literally, if it doesn't feel good, I'm not doing it. And it wasn't any strategy. It was literally like, I am not gonna go back there. I'm not gonna sell out. I'm not gonna push through. And I'm not gonna claw through that shit anymore. Like, I'm done. So I did it different. There was sort of like this intuition that came in. It's just I'm just not going back there, so I don't care. So I had this luxury. And one day my friend calls me and he wanted to do a video of me. He said, "What do you want to talk about?" I said, "I don't want to talk about success. Like, it's boring." Here I am talking to you guys about it. He goes, "Yeah, me either." He goes, "How do you know which idea to follow?" And I'm trying to tell him in my body. I'm like, well, you kind of like you're pulled towards and, you know, and you feel excited but you don't. He goes, I don't know what you're talking about. I was like, yeah, me either. So I started using my company as a petri dish. I started going in and kind of really, when we started making business decisions, I was like, how did we know to go make this viral video? How did we know how to do that? So I sort of was observing as we were operating. And what I realized is that it seemed that the ideas we followed, we were all excited about and passionate about, seemed to work out. They had some sort of weird resiliency. And I was like, why is that? And whenever we tried to do something because that's what you do when you're in this category or that's what you do in business, you know, what everybody says you're supposed to do, like it rarely worked out for us. So I wondered if we were an anomaly. And then I had a theory. Are ideas alive? A question. So I called Dr. Bruce Lipton. He's a cellular biologist. And I said, "Are ideas alive?" And he said, "Why do you ask?" I said, "Because it seems like some ideas that I have are actually— they work out more." And I said, "And I have a theory that those 75% or whatever that number is now of businesses that fail It's because that was a good plan. It wasn't an alive, passionate idea inside of them. I said, "Also, I think viruses are considered living." I've since found out they're not. I go, "But how can that travel from person to person, but an idea or a meme or a thought that travels isn't considered living? Where does life begin and where does it end?" And he said, "These are really great questions." And he said, "There may be something to teach you here." in physics. First of all, he said everything is a living vibration. Everything is an energetic vibration and every living thing is seeking more life force energy. I was like, who knew that? Then he taught me about resonance and dissonance. So we're gonna go into a physics class. I know y'all thought I was just gonna tell shit jokes all day. But we're not. We're gonna talk about physics real quick. As soon as they change the slide, yeah. So he taught me about dissonance, and he said dissonance is when you take two energy waves that are traveling at different speeds and different wavelengths, those two together create less energy than they do apart. Now did you hear that? You have energy, you're going along, you hook up with someone that's like this, you literally have less energy than when you started. That's called dissonance. Then he taught me about resonance. He said resonance is when you take two energy waves and they're traveling at the same speed and the same wavelength. You put those two together and they actually have more energy together than they do apart. I know, like what? Like, do you hear that? They literally have more energy together than they do apart. Somehow they're amplified. So I started thinking back to my life prior, you know, the bankruptcy when I was 38. And I started realizing about dissonance. Oh, it went away. And I started noticing whenever I would make decisions they were literally from my head up. There was no alive feeling in my body. It's literally like, what, you say I need to do this? I need a mentor. I need to go around and what do I have to do? I have to do this? Okay, great, great, great. Everything was outside myself and it was extremely cerebral. What happened is I was victim, right? I blamed everybody. Life was against me. It ended up in bankruptcy. It was heavy, tense, and I was always protecting. Like I was just worried every single second. And I realized that that's what happens when I'm making decisions not from my full body and not worried about what becomes alive. If everything's so strategic, I end up like this. And I'll tell you, in our business, we practice this so much that whenever we're in dissonance, we call it struggle or wonky world. Like we notice it and we'll kind of do like a Zen painting and scratch it. And I'll tell you one example. We were going into the UAE and my attorney calls me and says, "We're gonna have to give the formula up to the government of Saudi Arabia." And I'm like, "Why?" And he said, "It's just legal, we have to. Don't worry, I'm gonna find you an attorney." And we found a female attorney, which I was super excited, right? I'm like, "You go, girl." So we found a female attorney, we have the call all set up, I'm gonna have to give away my formula, which my formula is my trade secret. Kind of like Kentucky Fried Chicken. I'm in my car, I'm driving to work, my assistant, 10 minutes after the call was supposed to take place, the call's not happening. And she calls me panicked. She goes, "I don't know what happened. I mean, I literally called the hotel before the call. I got through. I've tried every number. I've tried 3 phones." And I go, "Just calm down. Settle down." She goes, "The call will not go through." I go, "Something's not right. Just stop." I said, "Call the attorney and tell him to find us another attorney." She's like, "What?" And I said, "Yeah, something's not right here. Something is dissonant. Like I can feel it. Something's not right." So my attorney knows me. He goes, finds another attorney. 2 months later he comes in and he's like, "Susie, you're not gonna believe this." He said, "You know," he said, "we got the new attorney and we don't have to give up the formula. Had we given up the formula, it would have been public knowledge." But what I did is I realized that there was struggle in this phone call, and whenever there's struggle, I stop and go, "Hold on. Something's not quite right." This is how intuitive I'm talking. And then the opposite of that is resonance. Resonance is constructive interference. And what I realize is when we are going about ideas that feel resonant, like things just feel alive. Like remember there's two energy waves. We're sitting here and all of a sudden we get an idea and it's like, "Oh my God!" You can feel the energy in the room raise. Have y'all felt that before? You know, and everybody's like buzzing and we're on fire and we're like, "Woo!" Everybody's working and you're working night and day and night and day and it doesn't matter because you're pulled towards that what I call an alive idea. You felt it. Have you felt it? Yeah, see? There's something to that. This is the physics. So what happens is before the alive idea, you're just trucking along. That alive idea comes and whoa, like I am amplified. It's the same thing with people within groups. If you're in struggle within a group, watch that. Get the group together that is amplified together because they're creating a field of resonance. What I've discovered is whenever I'm in a resonant situation and doing something that turns me on, like life is for me. Like it feels like I've got a skip in my step. Everything just sort of works out. The first example I have of that is Girls Do Poop. The company was about 8 years old. Competition was coming in and I felt something inside of me and I'm like, We gotta get this show on the road. Like, what are we doing? We've been sitting around in boutiques. Like, we got a truck. And I find these guys. We go camp out for 2 weeks. And in 2 weeks, we wrote a script, built a website, cast, cast for the video, and we filmed a 4-day video in 4 different locations. And that became the viral hit, Girls Do Poop. The reason that's so exciting is because we did all of that work that you think is pretty impossible in a 2-week period. We did it because of resonance. Another situation is we had a video, a music video, I don't know if you've seen it, it's called Imagine Where You Can Go. And this was a music video. Have you seen it? What, did she just get the joke? It's funny as shit. It's funny as shit. Yeah. Well, that's what happened. So I take my team, I always take them off site. So I took them off team, we're in Hawaii, we're there for about a week, we're writing and writing and writing, we don't come up with a song. I tell my team, I want to make a music video. Nobody's made a consumer goods product with a music video. They're like, you're crazy. I'm like, it's fun. Hell, Virgin did it with their, you know, thing, like we can do it for a poop spray. So we go to Hawaii, we camp out. My team comes home a week later and they're like this. I'm like, what's going on? And they said, we don't have a song. I go, we have 10 pages of rhymes. What's a song? It's a rhyme, right? Like, don't worry, dude, we got it. So I was filming in LA and I'm on site at NBC Studios and I'm sitting with the producer because it's an all-day thing. And I said, you know, I need a songwriter, one that should be signed that's not. 'Cause you start dealing with all that, it's, you know, it's dissonant. And he goes, you know what, I'm a producer of The Voice, I know the perfect guy, his name is Jeff Lewis. I said, Jeff Lewis, this is awesome. He goes, yep. 2 hours later we're in the elevator, NBC Studios. The producer's like, Susie. I went, what? And he goes, Jeff Lewis. I'm like, what? What are you talking about? Right there's Jeff Lewis. So I meet Jeff Lewis, we end up, we make the video, it's another viral hit, it's amazing. But what happened is it was fun, you know what I'm saying? There wasn't all this strategy like we have to do this and we have to pull these numbers and we have to do this. We're literally working through synchronicity and magic. It's an experiment. It's vibrant. It's a startup energy all the time. It's endless upload. Creativity is just going. We get Cameron Dutty, they've just done Uptown Funk, you know, what is it, 4 billion views. He did it for like a fourth of his price. He's probably gonna kill me right now. But anyway, he was like, this is a dream job. Everything just sort of worked out. So what I've discovered, I started going, okay, resonance and dissonance, resonance and dissonance. And I was like, how do you know whether you're in resonance? And I figured out there's 4 signs for me, and I want you to try these on for yourself, that tell me if I'm in a resonant situation. And the first one is I'm turned on and lit up. Remember how I said that energy increases? Like that's where you see yourself researching every night, you become with Poo-Pourri, I was obsessed. No one, I didn't want a business. I never ever ever thought about it being a business. Everybody thought I was crazy, but I was obsessed about whether I could do this thing or not. Once I figured it out, Then I knew it had to come into the world, but I wasn't thinking of that. I was literally like, oh my God, I can make this happen, I can make this happen. That's where you get on these rolls where you're just into the work and nobody— and you are lit up. You don't need caffeine, you don't need coffee, you don't need sleep. You are just rolling and going. The second one is body sensations. What I've noticed— have you been around people And they go, "Oh my God, I've got chill bumps." Right? You tell an idea or something, they're like, "Oh my God, I've got chills." Like, yeah. That body sensation, mine comes zing up my arm. I don't know where yours go. Sometimes they're at the front of my legs. So sometimes I'll be sitting there, we'll be in a meeting. And when I'm in meetings, I'm gauging the room like a shaman from energy levels. Going, "Yeah, I don't feel it. I don't feel it. I don't feel it." And the idea will pop up, I'm like, "Ooh." Oh, okay, hold on. Let's lean into that. Like, I felt something right here. I felt something in my arm and legs. There's also a pulling towards. Everybody can jump on to that. The third one are signs of synchronicity, right? People used to call this Susie's world. Of course that happens in Suzy's world. Of course it is. Like, no, it happens in your world too. So what happens is when you're in resonance, things just kind of work out. It's— I don't know, you guys are probably all too young, but do you remember Mr. Magoo? How many people remember Mr. Magoo cartoon? Yeah, we have like 10. Okay, good. Well, Mr. Magoo, he was so amazing because he would be driving down a highway. He had these big glasses where he couldn't see. He'd be driving on a highway, he couldn't see see anything and you're thinking he's gonna go off the bridge and then a boat would come underneath him, right? And he would land right on it. So that was the whole Mr. Magoo cartoon. So what happens is you need a writer, you need a song producer, and all of a sudden he's in the elevator or he's sitting on the plane next to you or like, oh my God, my cousin did that, or you know, that happens. There's no exhaustive searching. Like it's just, it's like it'll literally come to you if you say open and look. And the fourth thing is that idea keeps knocking on your door. It does not leave you alone. How many times have you heard somebody say, oh my God, I've had this idea for 6 years. I haven't ever done it. Or 10 years. Or somebody will finally come out with it and they're like, oh my God, you know, I thought of this idea 12 years ago and it hasn't left me alone. That's another sign of resonance. That idea and you are a perfect match, so it's gonna stick with you. Now here's what's cool about all this. Do you remember when I told you about resonance and that the energy wave has to match? It has to have the same wavelength and the same speed, but when it matches, it creates more energy together than it did apart. Okay, hold on for a second. I want to explain to you what that means. My interpretation is that means if you were not able to pull that idea off, then it would have never in the first place been a resonant match. Do you hear? I mean, like, I feel chill bumps with that. Like I feel it. That's the truth because it would not be attracted to you. So all those ideas you have and you dream up and people tell you all this stuff, you know, don't worry about it because literally if that idea came to you, you have everything within your power to bring that into the world because that idea is resonant with you. Here's another thing that I think is freaky. Freaking cool. Do you remember how I said the two wavelengths, you've got one separate, then you've got the other one, so it's like two people. What we forget about is we're bringing 50% of the energy to the party, guess what that idea is bringing? The other 50% of the energy. So it's not all up to you. Do you guys get that? Yeah. So we always think, "I have to do it. I have to pull it off. I have to make this happen." Right. What you don't understand is that idea, if you allow it, is also bringing its own energy to the party. If you just be open and follow the signs and follow the resonance. This is where trust your gut comes in. We don't hear a lot about intuition. We're starting to hear a little more about intuition in business. Some people call this intuition. Intuition, I explain it as physics or that I saw it in physics because I think that helps our Western mind because we're so in our head. But really you are born with an internal GPS system that we abandon when we're young. We're taught, "Don't listen to that. Oh, you're silly. You're crazy. You're crazy." My toss to you is that you start doing anything to clear away whatever is keeping that from being alive in you because that right there is your power source. That is 100%, that is going to guide you better than any fucking mentor in the world. Now that's the truth. The mentor can give you advice and when they give you advice you You get into your body and either it feels good or it doesn't. And if it doesn't feel good, you turn around and run. You go, "Thank you so much. I'm gonna go over here." Because you can trust yourself. So I'm gonna ask you one more time. Do you really wanna be rich as shit? Do you? I didn't believe you. Do you really, really want to be rich as shit? Yeah! Who's this guy? Bring him to your party. Then get your shit together by dropping the shit that's dragging you down. Stop worrying about outside shit and trust that only you know your shit. And dive into the shit that turns you on and focus on shit that lights you up. Focus on shit that lights you up. And when that shit is resonant, for God's sakes, go for that shit. And do not hold back because you are worthy as shit, you are powerful as shit, and you, you alone can change this shit because you are the shit. You are the shit. And there is shit alive inside of you that's the key to all of that shit that you desire. And if you just tune in and turn on and move towards that alive shit, then you're gonna be rich too. No shit. Thank you. I think they said we got a couple of questions or something. Was there a situation in which the resonance didn't quite work for you? Why do we have to spray before? Okay, that's an easy one. You don't have to, but it actually works best before because it's actually trapping the odor on the surface of the water. Okay, so you're actually handling the situation before it begins, but it'll still work after. Just It's not as effective. You're as fun as shit. Oh, thank you. How do you find best pick your team to increase resonance with certain idea and project? What I do is what I told you. I literally sit around in meetings and I am very vocal. I say, you know, I'm not feeling the energy here. I'm not feeling this in the room right now. And then we just keep tossing out more ideas and in our environment you don't We don't have to have the great idea. We are literally playing. But once we get something, it's like literally hooking onto a jetpack where we start riding. When it is, I go, oh my God, I feel it. Like I feel chills. Everybody's like, I feel chills. We feel excited. And that's when we start riding that idea and going deeper. Before that, we're just playing and we're just tossing. If there are a lot of shits light you up, how do you choose which one is the best shit? I like that. I would, you can have a lot of shits. You know, you can be working on, you know, my mentor says you can work on 5 major things at one time. And I literally would bounce back and forth to which one's turning you on in the moment. Right? Like, oh my God, I got this idea for this one. You work on that project. And oh my God, I have this idea for this one. You don't have to do it in such a linear fashion. That's the way artists do. If you look at painters, they're painting several paintings, you know, all over the place. They're not necessarily sitting down working on one. So I would continue doing it. Okay, I don't know how many we— okay, we're done? Okay, did you bootstrap? Oh, I bootstrapped. I've never had a loan, never had an investor, completely self-funded. Spray before you spray. Ah, that's a good one. Okay. Anyway, I think we're done. Thank you so much. I appreciate it.