Uncovering Business Leaks with Ruth Dorsainville

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So then there's nurturing. Hopefully everybody understands the power of having a database. Right? Database is the currency. Database is an asset. Do you remember that one time when Instagram shut down for a little bit? That's when it first came up, and then you had all those Instagram models. So within that one day or whatever, they didn't have a business anymore. But if you had your own database, you know, Instagram can shut down, Facebook can shut down, LinkedIn can shut down. You still have a database that you can nurture.

Now we all have a ton of leaks in our business. And if we don't think we have leaks in our business, we are missing it and we're fooling ourselves. So assuming that's you, I'm so excited because today we're bringing on the absolute, one of the top leak detectives. She is known as the leak detective, the head leak detective out of our amazing Ottawa chapter. I'm so excited to bring into Inside the Speakeasy, podcast, Ms. Ruth Dorsenville. And for those of you who don't know her, she's created and sold a company of over $50 million. She was managing over 1,400 people. She's— company is DNA Social Media Marketing. She's been mentored by Tony Robbins, John Maxwell, Laura Langmuir, Dr. Joe Dispenza, featured in Forbes, MarketWatch, Disrupt Magazine, New York Weekly Magazine.

Wow. Wow. Wow.

Absolute superstar. And I'm so glad I was able to wrangle her to get her on the show today. Welcome, Ruth.

Eric, thank you so much for this humble introduction.

My pleasure. And I know you deserve it and I probably couldn't speak highly enough, but wow. I mean, first of all, I'm excited. I love having Ottawa out there, some incredible people out in Ottawa. I'm getting to know the city better and you have quite an interesting background. And I'm very curious, your entrepreneurial journey, you've done quite a bit of things going, it seems like the corporate side. All sorts of different sides, recruiting and what have you to where you are today to being the leak detective. So if you listen up, you're going to definitely pick up some things on what you could be doing today to fix some of those leaks. Before we go there, how did it get started? Like, were you born and raised out in Ottawa or how did this journey begin?

So fun fact, when I lived in Ottawa, I used to live in Ottawa when I was a teenager. So I was around 15. And, but just before Ottawa, I used to live in Vegas. And before Vegas, I used to live in Montreal, which is where I was born. So Ottawa is a government town. It's a government town and university town. So coming from Vegas, I was in high school. I remember telling my mom, mom, what are you doing? You want to kill me now? Just kill me now. If you're going to put me in a small town, just kill me now. Right. So, and it's funny how, you know, the best way to, to make God laugh is to tell them your plan, tell him your plan, right? Him or her your plan.

Yeah.

So never in a million years would I thought that I would be in Ottawa. because when I did leave Ottawa, I left Ottawa when I was 4 or 5 years later, and I moved to big town like Toronto, Miami, Bali, Singapore, Australia, New Zealand. Like, I really got out. And then where do I settle? Right here in Ottawa, right? So it's funny how things just go full circle. So no, I'm not from Ottawa, but now I actually appreciate Ottawa because now I have a family and this is what this town is for, right? So no, I'm born and raised in Montreal and really just wanted to get out there and see what the world was all about, right? So grew up, my parents told me, as most people say, you know what, they came in immigrants, they came in to work, they worked hard. You know, they came from Haiti and my dad came here and, you know, was a taxi driver. And my mother, my mother raised 5 kids at the beginning. And then of course, well, not of course, but they got a divorce. And because of that, she had to raise 5 kids on our own with the help of the community. So your advice is go to school, you know, get a degree and get married. Right. And what happened is that I did do that and I was actually able to accomplish that at the age of 19. At the age of 19, I actually, you know, went to school and I got a job at the government. So government is like the dream here in Canada because all you got to do is work there for 20 years.

Okay.

That's what everybody told me. Just work there for 20 years. You're going to get your pension and you're going to be all right. Right. But the only thing is that, you know, like most people, we do have a voice inside of ourselves that are telling us that, you know what, you're meant for more. And I was privileged to be able to listen to that voice with the help and guidance of coaches. And, uh, yeah, decided to go to the entrepreneurial route.

It's interesting because I talk to a lot of entrepreneurs, obviously on the show. I mean, almost all entrepreneurs and it's almost like when did that moment of discovery? Because you don't really like, you're not born an entrepreneur. You don't realize that you certainly have the entrepreneur genes, you know, something's inside of you, but it's this, this inside of you. It doesn't, it doesn't come out until a certain thing happens.

Yeah.

And until the realization hits and you're like, wait a second, I'm different than the average, the other people that are around me that are happy in that government job. And they're just, You know, doing it and something inside of you was craving more and it wasn't for you. When did you discover that? Like, this wasn't me. Like, I have to go a different path.

Well, I remember being in a cubicle, right? With that electric fluorescent light just electrocuting my brain. You know, that bright light that they want you to stay alive. And I was like, wait a minute. It's actually electrocuting my brain right now. Right? So I'm there and I'm hearing everybody, you know, the thing is that everybody was happy. Some people were happy. Some people was just. That's, that was their dream. And honestly, looking at the job that I had before, it was actually a dream job. I was making $75,000 a year. That was 20 years ago, right?

Wow.

My job was to work with the ministers of Canada. So when they would come in, you know, they would go to this minister's regional office and I would be there, but I was focusing more on the accounting component. Back then at 19 years old, I couldn't care less who the ministers were. I didn't even know their name. I didn't want to know their name, you know? And also part of my job as well was to also, when I didn't have downtime to wash the dishes, I wanted to die. Like once they asked me sometimes to put the dishes into the dishwasher, I'm like, I didn't, I didn't come here just to do dishes. Right. What happened is inside of me, and at that time I was actually dating a lawyer, right? But then I was complaining, like, I don't want to be here. I feel like I'm dying. And he's like, making more money than me. I don't want to hear any of your complaints.

Yeah. Right.

And everybody around me, they're like, are you crazy? You want to leave the government? I've been trying to apply for years. I haven't been accepted. Right. But I spoke French and English. So not only did I get a job, I got a permanent. So usually people come in on a contract and after years they become a permanent. I came in, got permanent. All I had to do was wait 20 years. Right. So I was feeling depressed and I was feeling alone. 'Cause I'm like, okay, am I being ungrateful? Why am I feeling this way? Like, I don't want to be here and I know it's a good job, but it's just not for me. And the days when you don't want to be somewhere, the days were so long. It felt like 1 minute was like an hour when you're dreading waiting to leave. And I just felt that it wasn't for me. And then what happened is at 3 o'clock in the morning, I've actually heard Tony Robbins infomercial back then.

Okay.

You know, and I'm sleeping and I hear this infomercial all the time, but that day, that day it spoke to me. Right. And as I was waking up, there's always those 3 o'clock in the morning, you know, inspired inspiration. And I woke up and I saw the commercial and he was saying, do you feel like your life is meant for more? And I'm like, yes, waking up. Yes. It's like, do you feel like it? I'm like, yes. You know, and I got in, made my phone call back then. I had a check. So I wrote down the check, you know.

Wow.

And I sent it over and then I got my first cassette tapes, you know, my CDs, they came in and that was the beginning of a journey to really listen to ourselves, listen to our soul. That's always talking to us. What I realized is that my entire environment, have you ever felt like your environment is not the right one for you? Because everybody was nice. They were just not related.

Yeah.

to the feelings that I had inside of me, right? So throughout this transition, I was able to get the best of the world, the best in the world at that time, Tony Robbins, got the program, got the coaching, and I was able to have just one person, just one person believe what I believed in, you know? And that was the beginning of understanding that, you know what, entrepreneur could be a lonely journey. But it doesn't have to be, right? That's why I love the masterminds that we have, but listening to your soul, it takes guts.

It takes guts. I mean, just to interrupt you there, I think I want everybody to remember and the feelings they were in while you're listening to your story and just gives you a sense of the power of Ruth here. I mean, that is lonely. It's tough. You got the whole world looking at you saying you got the dream job, you know, one shot at your shoulder. It's like, shut up. You're crazy. Be happy. Everybody wants this, you know, the guy you're dating at the time, you know, you're making more than me. Just stop being such a spoiled brat, you know, just do your thing. And you're on the other side of you're just like, yeah, but I'm not happy. Like, and then this Tony comes around, the guy, the man on a cassette. I could relate to that because I listened to Brian and Tony when I was from, you know, 21, right out of college. And it was 6 to 7 every morning with my young startup, Breakfast with Tony or Brian Tracy. And ultimately that completely changed my path too. I think it, you know, I always say my give back When I am a lot more successful than I am today and have the ability to retire and give back, my give back is exactly what you talked about. I think it's getting, we need to get that kind of content in the hands of people at a younger age, in my opinion, because they don't teach you that stuff in school.

Yes.

And the power it gives to people like yourself and others is amazing because it was able to pull out of you what was inside. And now you had a voice, you had a friend, somebody that can relate to you. And here you are, you didn't feel alone anymore. And you're like, okay, time to go. Congratulations on that. Well done. So now what's that first step in the entrepreneurial path? You leave your job. Like, how did you start this amazing career?

So one of their, I wouldn't say secret, could be secret, but one of the things that I've done was something crazy that most people would not do, right? So I actually left, not, and I didn't have another job because I didn't know what I wanted to do, but I knew that I did not want to be that, do that, right? So one of the things that I feel that happened is because when I left, I decided, you know what, let me just go to school. So I actually had enough money. I was making enough money to go to school. Right. And I started to do a bunch of different jobs here and there that maybe they, like, they paid well, like they paid, they didn't pay that well, but I was happy. You know what I mean? I was happy. And because I removed the energy that was draining me down, right? And which what most people do right now, that's what most I find is this, you know, there's a mental health crisis because people are stuck in feelings that are making their body you know, in disease, right? So Bob Proctor talks about that. Like, you know, disease is a body that's not at ease, right? Because I was remote to remove that, I create a frequency of attracting abundance. So I did like, you know, selling newspaper, knocking on doors, commercial POS, the POS. So I started to do all those jobs until somebody headhunted me. I was doing a contract job at, um, as an office manager and somebody called me and, you know, she says, oh, you have a great communication skills. Um, and she spoke to me in French. Oh, you speak French as well? And she said, have you ever done recruitment? I'm like, what is recruitment? I didn't even know what it was. And then she says, you know what, let's come and have a coffee. And that was the history of me starting my own recruitment firm after working with them for a few years and building and selling a company. Right. So who would have thought? Who would have thought? Right.

So you started working, you learned the trade and you're like, wait a second, I can do a better job than these guys. I'm going to do it on my own. So then you spun out of being an employee. Slash contractor and said, I'm going to build my own recruitment headhunting job. And that's when you sold your big company.

Yes. But let me make sure that anyone that is inspired to do so that are working at their job, don't make the same mistake that I did, you know, which of course in the recruitment, you know, you make a placement, you see the company make a $20,000 check and then they give you like $200. I'm like, you know, I could do that. However, as you know, when you're in business, it's not just you. Right? It's not just recruitment. You also need to be a marketing person. You also need to do like, you know, public speaking. You also need to look at their legal stuff. You also need to look at their finances, right? So I did that, but again, because I've had Tony Robbins coaching, I knew that I needed to get a coach, right? So in those moments, I had coaches that I would just pick up the phone call and I had mentors and they would tell me what to do. So if you are, so anybody's listening, if you are looking to leave your job, Make sure you get some mentorship surrounding, surround yourself with, you know, a mastermind to be able to help you because, you know, entrepreneurship is much more than just being skilled at one thing.

One of the skills even on that, and I think you're dead on, and a lot of us that are entrepreneurs and not working for others, it's still, I think what's hidden in there is you being good at putting your ego aside and identifying the blind spots in your own way. Like knowing that like, hey, I could either just try to fight through this and figure it out on my own, or I can take a shortcut and spend a little money and invest in a resource that's going to be smarter than me in this one area so I can go faster and do it the right way and learn that way. And I think that's the path that you constantly looks like you decided, which has been working out really well for you. Everything you hear on this show comes back to one idea, proximity. I wrote the book on it, literally Proximity Pays, my bestselling book available now at proximitypays.com.

I feel that everyone should do it that way. Everything other than that, trying to figure it out by yourself is just plain old stupid. Sorry. But if you could actually be sitting on the shoulder of giants, right? So when I'm getting mentors and coaches, I'm removing 20 years of their research, their headaches, right?

Yeah.

We have a certain amount of limit of time here on earth. Let's maximize it. Don't try and figure it out. Somebody has already done it. Find out who they are, emulate them, and personalize your journey. You know?

Love it. Okay. So now you sell your company and I'm sure we could do an entire show just on that experience, but, um, you get through it, you have a nice exit. Is this when you went into the world of, um, and all the things you learned in building it on the marketing side? You have the, your DNA Legacy Group now. I know you've done a lot of things, but, you know, ultimately becoming the Leaks Detector, walk me through this journey and the path. How'd you get to here? And we'll dig into that a little bit more.

So when I sold my, um, company, it was actually by So what happened is growing up poor, right? My definition of success was money, right? So I worked and I loved working and that's all I did. That was my identity. Like even right now, if you go to my Facebook, it's not even my name. It's actually my old company. I was so attached. We were one, right? And what happened is that I was actually working on Wall Street. So my office was actually on Wall Street. And it was a recruitment. We're hiring. We had all the big banks, all the financials, right?

Mm-hmm.

And it was, of course, it wasn't of course, but it was toxic because it was a lot of, you know, Wall Street people that I had to work with. And what happened is that I got sick. I got sick. I got stressed. You know, I ended up in the hospital and you would think that I'm in the hospital, I would relax, but no, while I was in my hospital bed, you know, getting that thing in my vein, I was calling, making phone calls, closing deals until a client told me, Ruth, you're in the hospital. Take it easy, relax, and we'll get, you know, Call us back when you get better. We're not answering any more of your phone calls. Get better.

Yeah.

So that's when I sat down and I had to sit back with myself and actually ask myself, who am I? And I didn't know who I was. My entire identity was work, right? So that led me to a journey of watching the movie Eat, Pray, Love. And I'm like, you know what? Let me do that. And I was 25 at the time. I wasn't ready to get married. Didn't want to settle in that part as well in my life. So I decided to move to Bali. So my goal was to do just like the movie, go to Bali, India, Italy. But I got such a culture shock. I went from having people as a neighbor to cows in Bali. So I'm like, wait a minute, wait a minute. And yeah, their homes in Bali, they don't even have a rooftop. Anybody could just come in. It's mind-blowing. So I was just trying to figure out where the hell I was and decided to live there for the last 2 and a half years. Then Australia. So I was traveling full-time for 4 years and just enjoying life, enjoying my exit money and all that great stuff. So now we're at, I'm in Ottawa because of COVID Um, so during COVID I decided to come to Canada to be close to my family. And of course we have great healthcare here, right? So you don't want to be in a bad country during COVID And that's where I met my husband. I met my husband through online dating. I was in Montreal at the time. You know, staying with my mom, trying to figure out what I wanted to do. And then he was here in Ottawa and we met on a dating app. And yeah, he was in Ottawa. So we've met and then next thing you know, I'm here in Ottawa in a town that I never thought I would be in. And yeah, so now, you know, of course with the marketing, I've been doing marketing since, um, since the beginning throughout with the recruitment. Now I've expanded it to other businesses as well. So I've been doing it for over, over 20 years. Yes. So now I've decided to, after I got married, to really focus on that one thing, right? That one thing, which is systems, you know, especially nowadays with AI. Oh my God. Are you kidding me? It's all about system, all about automating, all about really, again, shrinking the time because time is the only thing that we have that is equal. And what you do with it is priceless. Right. So that's what I specialize in. Yeah.

Love it. Okay. So thank you for that. All right. Now let's get into, you've been doing marketing your whole life. You step back, you're at your new journey now since COVID And you're saying, wait a second, this is an area I've always had this knack for. I've had to do it by brute force my entire career and all my companies to be successful. And now you're recognizing that others are making some mistakes. So, I mean, what's your typical, like your clients you work with, what are you finding? Tell me a little bit more about leaks because I liked how we talked about it.

Yeah. So I have a new book. It's coming out next week. And we have a book launch in person, September 10th. But it's called marketing for business owners, finding the leaks and sealing them so that you could actually use your own time. So we look at the 3 methods. It's called the DNA method. The first is to diagnose, diagnose where the leak is, right? So some of the leak is something as simple as how soon are you responding to your clients, right? So right now, you know, some people could be spending money on ads or whatever they are. But they're just not nurturing, or it could be a referral, right? It could be a referral that somebody gave you, right? And we're all busy, so we don't have time to do this. Some people, a lot of people don't have the time. I'm not saying you should not make the time, but sometimes time is basically everything. So one of the things that we do, we diagnose where the issue might be, and we automate the system. We automate the system. We've got a rule of 5 minutes or less, right? Where you have to be able to respond within 5 minutes. If not, they will go to your other competitors.

Right. Love it. Even that one sounds so simple, but it's just like, how many people don't do a good job of that? I mean, I'll give you an example of my last client that we're literally signing today was because I did follow your rule. Like it was just random. It was a random inbound request from on our website. And we rarely get those. Usually they're spam or something. I'm like, actually, this one looks interesting. And I was running around and I literally picked up the phone and just called the person. And next thing you know, it's turning into a client because I responded as quickly.

Yeah. And what happened is that when you don't respond, this particular person is going to somebody else's website, right? And then somebody else until the person answered. So yeah, if you want to have more clients and that, if you respond within 5 minutes, Harvard, there's a Harvard study that shows that your business will increase by 400%.

Wow.

So just a 5-minute rule, right?

You think about the other side, that prospect Has a big itch they're scratching. They're finally sitting down at the computer to look up who I'm going to reach out to. You're not the only person. They went out there and just reached out to a few people.

Yeah.

And now they're waiting.

Okay.

Who's going to call me? I'm ready. Like, okay. So I like it. All right. So keep going. That was great.

All right. So that's a diagnose. And again, it could be you or it could be an assistant or it could be AI. So AI is another thing that we'll talk about. So then there's nurturing, right? So now you've got all, hopefully everybody understands the power. Of having a database, right? Database is the currency, right? Database is an asset, right? Database is, let's say, those that don't understand the power of having your own database. Do you remember that one time when Instagram, I think Instagram shut down for a little bit? That's when it first came up. And then you had all those like models, Instagram models. So within that one day or whatever, 20, they didn't have a business anymore. Right? Well, they don't have a business anymore, right? But if you had your own database, you know, Instagram can shut down, Facebook can shut down, LinkedIn can shut down. You still have a database that you can nurture. That's right. Well, again, you, how do you nurture? It doesn't have to be sales. You could simply educate them because some people may not be ready right now.

That's right.

You just need more time. So that's what the nurturing is. You educate them. Educate them once a week, once every 2 weeks, once a month. This is what I— not about what you do, but the importance of them to be able to use your service and product, right? So that's the N.

And I'll double down on that too, because you're speaking my language and we always find ourselves messing that. And even again, that's funny because it's so current to me because we're looking at our old list and saying, hey, we need to drum up some more business. What about all these leads we've talked to in the past? And it's just so obvious we're not doing a good job. And even Cobbler Shoe, we teach this to our clients. Like, where's your email list? What are you doing to nurture? Um, are you giving value? You gotta like make 4 deposits before you do a withdrawal, meaning give, give, give, then ask. But, and then I'll summarize it saying the same thing you said, which I always say is oftentimes just because somebody says no today, it doesn't mean it's always a yo. It's just, they're not ready right now. And then when they are all of a sudden ready, whoever's top of mind and familiar, they're going to reach out and call. So if you're nurturing, nurturing, and now they have this need, all of a sudden the person that's nurturing is top of mind is going to get the call. And if you're not doing anything, like you said, then you missed out that opportunity.

1,000%. It sounds simple, but it's like, you don't do it, right? It sounds simple, but if you put things into place, this can be done for you.

Automatically.

Totally. Exactly. And then the A is called amplify. So a statistic that I actually want to add as well is that 80% of the hard work is to actually get— the high percent of the work is to actually get new clients. People that haven't seen you, they don't know about you, they don't trust you yet, right? So how do you do it? You do referrals, you do speaking events, you do ads, you do all kinds of— that's 80% of trying to get people into your funnel, into your world, into your community, right? So that's 80% of the hard work. However, as soon as they go into your database or your— that's where 80% of the revenue is, right?

Uh-huh.

And a lot of people feel like they have to go You don't have to, of course you need to have things out there to be able to bring in new leads or new clients, but your existing clients are your best clients. You know, your existing clients, they already went through all of the marketing that you've tried to bring them in. And they said, okay, I'm coming in. I would like to either purchase something from you. I would like to get this free ebook from you. Or I would like to get this free, you know, whatever I would like to. Get one of those products. So once they're in and you're nurturing them, that's where 80% of the revenue is. So A is to amplify, right? So how can you amplify it? You know, we use, of course, AI as well. We do the reactivation as well, right? And we also believe in creating products and services that are recurring. Another thing that I have in my book that I really want to touch on very quickly is that if you don't have a recurring business model, you don't have a real business. And I'm sorry for those that are listening that have a business and they're working hard.

Yeah.

But what happens is if you don't have a recurring business model, that every single month you have to start finding new clients again. Or whenever you're done with that one-time opportunity, you got to start all over again versus creating a product that is recurring by bringing values on a regular basis. Right. So we'll help you to create that, amplify your growth. And that's what the A stands for in the DNA method.

Yeah. Well, that was actually a double on that, on the amplify. It seemed like, it seems like there's 2 A's within the A. One was to amplify and focus more on your customers versus prospects, because you're going to get a lot more referrals and those are your best leads out of your customers. And the other one is to amplify your revenue by not going into the onesies and dunsies and getting into the more, I mean, and again, I could relate so much to what you're saying. It goes from Me being us poor agency owners who, you know, the other, my other business I had before Speakeasy, or still have, is my marketing agency. And it's very difficult. You're getting these clients on for a 1 month or a small project. And it's like, okay, now you got to keep reselling and get going versus a recurring revenue. And I imagine what you would have coached me on earlier, if I'd known you earlier and listened to you earlier, would have been, Eric, you know, how do you build a recurring something, something within your agency that your clients can buy so that you can retain them if you're done with the other side of the business? Because you need to keep keep going, going with them if they trust and like you. Yeah, obviously it might— what's that?

Sorry, that pays the bill. The recurring pays the bill to give you space to breathe as an entrepreneur. You know what I mean? Because entrepreneurs, we're grinding, we're hustling, we have to get, we have to get clients and clients. But when you have a recurring income, money coming every month, like, I can breathe now. How now you could go into a different state of being creative? How else can I serve my clients? But if you're so busy trying to get clients over it, like day in, day out, month after month, you don't have the creativity space because you're busy just trying to, you know what I mean, get new clients. But once you have your bills paid, your employees are paid, the lights are on, you know, everything's taken care of and you have enough recurring money, monthly recurring income, you could actually serve in a bigger scale, right? Well, yeah, I believe in that.

Yeah, I love it. So those are the biggest. So ultimately your leaks, I like it because you have a good system. I mean, your leaks are all, you gave me a big macro of the D, N, and an A, but then I imagine there's 20 things in each of those, the Ds and the Ns and As that you walk through, whether they read your book or work with you, that people are able to detect and help them fix along the way and just shoring it up. And I like how you really simplified things. Is that accurate?

100%. 100%. Yes, there is a 6-step, but yes, there is many more. Uh, good nuggets in the book, Marketing for Business Owners.

That's regarding those. What would you say? And then, so right now people come to work for you. Do you do like one-on-one or is it your agency? Like, how do you actually serve people?

I don't do one-on-one unless, you know, you want to pay me crazy money. And of course I say yes to money. And now most things are automated and, um, I have communities. So I have a combination of both. So right now I have a DNA Daily Reset, which is a mindset. Program where we study the best of the best. Right now we're actually studying Dr. Joe Dispenza because as you know, as a business owner, it's 80% psychology and 20%, you know, mechanic, right? So we want to really make sure that we are— psychology is great. And how do we do that? And one of the things that I teach is that in order for you to create a business with a different— let's say right now you've always made $100,000 a year. In order for you to make $100,000 a month, you need to create a new you. Like you literally need to like do a prayer, a funeral to that person that has $100,000 for the year and create a new person with new feelings, new thoughts, new behavior, new action that's going to be able to execute the $100,000 a month. Right. And so that's what we're doing. We're actually creating a new you. We're actually creating, but we're doing it with the science and understanding of brain, right? Because education is everything, you know, feeding your mind with, you know, information is everything. So what we're doing, we're studying from the best of the best on how we're creating a new, new us, and then to be able to execute. So some accountability there as well. So that's one of the things that I do. And then I do have a system. So if anybody would like to get the automated system, I've actually got a system and people that's going to be able to help them and teach them. We have daily classes for support. And yeah, and then I do have a mastermind as well that I do, but the mastermind is very specific. It's intensive for business owners that would like to go through the 12 steps. So one of the things that I do as well is that I teach mostly sales and marketing, but I have a lawyer comes in and help them understand the importance of structuring your business so that, you know, the right way. We also have a CFO that comes in and shows them real numbers, right? The worst thing that you would like, we want to do is to have $1 million of revenue and zero profit, right? Which I've seen, by the way.

Oh yeah.

So really understanding your numbers, right? Then we would bring an IT specialist and how to protect your computers and cybersecurity stuff. So we have specialists coming in. to help you to be able to elevate your business. So it's a business foundation mastermind, and that's how I teach as well. I've got some clients here and there, but I don't promote it unless of course people are ready to pay a big fee. I'm more than happy to help them that way. But yeah, I usually promote those things first. And once they get the mindset, then by all means, I'm more than welcome to speak with them one-to-one.

Thank you for that. What are you seeing as, um, I'm going to go back a little bit to the DNA. What do you say is probably the most frequent leak from a lot of the people you work with?

It would be the 5 minutes, 5 minutes rule. I've seen some people do it manually and, you know, more power to them because not just that, but let's say you're doing ads on Facebook, right? What Meta does is that once somebody has filled out the form, your competitor ad is literally Next, right? It's like, and you'll see that if somebody does ads, you'll see when you call them, it could be the next day. They're like, what? I don't remember putting my name on the form. Right. But as you saw today, somebody went into your website, put their information, you call them right away and became a client. So that's the fastest one to be able to seal. If you could seal that right away, that would be the fastest thing that I would suggest that somebody does.

Thank you for that. And I think now The excuses of, well, the expense and the time, I think with AI, I mean, it seems like that is such a no-brainer to be able to figure out how to use AI to shore that up a little bit. Was that what you're finding?

Yeah, of course. AI could respond. First of all, we respond within like seconds. So we don't do 5 minutes, we do seconds. The AI calls and asks, how can we help? And then if the person says they want to speak to a person, a human person, they'll get somebody right away. If, of course, it's after hours, The AI has been trained to respond to their questions, you know, just to keep them warm. I've seen AI have a full conversation, full conversation. The person's leaving inspired. I'm like, I'm not sure, do they know that it wasn't like a real— I'm not sure if they know, but they're like showing, you know, like showing AI, like some, I've seen some emails as well. They're showing AI what they've been working on and AI is cheering them on and giving them some pointers. I'm like, this is great. The AI has been working for me while I've been sleeping, coaching my clients, because of course we give them the information. But I come up the next day and the person is so happy, sharing information, inviting the AI to an event that they're doing. Like, you know, happy and it's just giving them a lot of information. So I find that yes, if it does help, you know, it does help. And some people of course are not comfortable with AI. And for those people, I say, you know what, it's just a matter of time. Just a matter of time before AI becomes the norm. But what I don't understand for those people that don't have AI is that when you call big companies, like, you know, a cell phone company, it's their AI that's responding. So why is it okay for those big companies? We're comfortable with that. But when it comes to smaller firms, there's a problem, right? So definitely AI has been very helpful. Yeah.

Is there a go-to tech on the 5-minute The thing you were just even talking about that you found that you're like, hey, here's a really good AI platform for responding to sales inquiries.

I have my own platform. It's called the DNA Marketing Suite. So that's one platform that I would of course suggest. And yeah, it's actually pretty cheap. It's like $97 a month. You're able to get full DNA system.

More surprises. She's humble. She's got great products. She's not even promoting here. So I'm helping to pull out. So great. So there's the DNA system and you're dealing with your own cobbler shoe issue because you're creating a product that is more than a one-off. You have your recurring product. There. I love it.

100%. Yes, I do speak. I do do what I preach. I do what I—

That's what I'm saying. You do what you preach there. Yeah. Thank you. Wonderful. Well, as we kind of wind down, I appreciate all this. Is there any other things that, any other suggestions, tips, things I didn't ask about you that I probably should have?

No, no. I would say that the only thing that I would leave for people that are currently watching is to, of course, we talk, we've seen this all the time, but to really hone in on your why. Right? Because the entrepreneurial journey is not an easy journey, right? It's not an easy journey. And having a great why and a great community, I would even go in from a why and as well as community, a community that's bigger than you is so important. It's so important for your growth. And you do become the 5 people that you hang around with.

Yep. Yep. Love it. Thank you so much for being in the podcast today. And I can't wait to meet you in person someday soon. And that's a wrap from the Speakeasy Podcast. If something sparked for you, don't keep it to yourself. Share it, review it, and pass it to the one person who needs to hear this right now. Want in on the real mastermind? Tap the link in the show notes to apply. Until next time, keep scaling, stay sharp, and don't be the smartest one in the room. Hello. I've been noticing you've been following along to Inside the Speakeasy podcast, and if the conversations I'm having out there resonates with you, then I'd like to invite you to apply to learn more about becoming a member of Speakeasy.