Mindvalley Entrepreneurship Summit 2025 | Live Stream | Day 3

Growth systems. We heard from Shade Zahra on how to go from invisible to influential. And she reminded us of our to be list. I hope you guys wrote this down. If you don't remember, it's what do you stand for? And what do you want to be known for? Dave Asprey joined us on building a brand that commands attention. And he showed us that the way to do that is by giving value away for free. Each and every single one of you joining us right now has value to that you can be sharing with this world. And that is a way to command attention. And Verne Harnish was here. He taught us the systems behind scaling. One of my favorite reminders from him was that words cast spells. You see the language we use, it shapes our growth. And when you simply add a few zeros to your thinking, well, you expand what you believe is possible. Ambition closed the day by showing us how to recruit your team and partners, how to leverage AI copilots and. And he introduced us to mindvalley's Entrepreneur Mastery program. This is a way that you can continue working with these incredible teachers long after the summit. And some of you have signed up already. So I'm so excited for you because I know that this is an incredible opportunity that you don't want to miss. And today, as we start day three, here's the question that I want you to think about. What is the impact that you want to leave on this planet? You see, today is all about legacy. It's about identity, it's about long term scale. You're going to be hearing from visionaries. Mickey Agarwal, Daniel Priestley will be here and Bisham will be back to guide us all through strategies for scaling with soul and building a purpose driven legacy. And to start us off today, we have a world authority on negotiation. Kwame Christian is an attorney, he's a best selling author. He's a professor, Senior CEO of American Negotiation Institute. He's also the host of Negotiate Anything, the number one negotiation podcast in the world. His TED talk, Finding confidence in Conflict went viral and has reached millions across the globe. He's divide for he's advised Fortune 500 companies from NASA to Target to Apple. And you may have recently seen him on the Mel Robbins podcast. Here now to teach us negotiation mastery, how you can win deals without losing relationships. Please join me all in welcoming Kwame Christian.

Hello. Hello. Thank you for having me.

Send some love to him in the chat. Kwame, we're so happy you're here.

Awesome. Thank you, Caitlin. Appreciate it. Hey everybody, how's everybody doing? Hope all is well. This is a special presentation for me because it is two days after my 37th birthday, so be kind. So I hope everybody's doing well now. When it comes to negotiation and conflict resolution, this is my jam. And the thing is, for me, a lot of people look at me and they see, oh, Kwame is a confident communicator. That's why he's so good at this. But the reality is that I was a recover, a recovering people pleaser. This was really hard for me. It was hard for me to stand up for myself, hard for me to have these conversations. But I learned that this was a skill, not just a talent. You can learn how to get better at this. So I'm excited to share all of this with all of you and thank you for the birthday. Love in the chat. This is great. And so, so actually, let me tell you a story. So yesterday I was working with one of my clients. They're a law firm and this is my second year working with them. And the big thing that they were struggling with was not the fact that they were like struggling with the practice of law. They were exceptional lawyers, but they said their clients were business people and they were very aggressive. And so they kept on beating them up on the invoices. So they were saying, hey, I do this legal work. The client would say, hey, I don't want to pay the full bill. And then the lawyers were just kind of rolling over and just giving in to the clients. So that was one of the big things that they wanted to address. So now coming back yesterday, they said, hey, we have some good news. So our invoices are getting paid. So revenue is up and client satisfaction is up too. So I want you to think about this. When you learn how to negotiate effectively, not only are you going to get better business outcomes, not only are you going to move the bottom line and make more money, but you are going to do it in a way that gets the other person to like you more during the process if you do it the right way. And I think that is a little bit mind boggling because a lot of times when we think about negotiation, we think about it like a war, a battle, a fight. No, this is, these are just everyday conversations that we're having, but we're doing it with some level of intentionality. That is the key and that's the magic behind all of it. So let me know in the chat if this presentation is coming up. Can you see this? Let me know. So I we are at the Same reference point coming through. Awesome. Great. And hey, listen, as I go through this, use the question and answer function to ask questions throughout. I'm going to try my best to get to them. I know there are thousands of you here, but I'm going to do my best to get you all involved. All right? I think this is the most important question for us to ask. This is your chance for class participation points. How would you define negotiation? This is a very important place for us to start. What is negotiation? I'm going to try to read as many as I can. Compromise comes. It does not take long before somebody says compromise.

Good.

Okay. Creating a win, win solution. Finding common ground. A conversation with purpose. Win, win, mutual benefit. Oh, I like that. This is an important one. Mutual benefit. When we're thinking about the. The negotiation, a lot of times we can be very selfish. We can just focus on ourselves. But if we don't pay attention to the other side, we have to ask ourselves, why would they give us what we want if we're not willing to help them to get what they want too? Right? Finding mutual value. Collaboration. Give and take. Okay, good. Let's. Let's focus on compromise for a little bit. This is an important one because it always comes up. So just put yes or no in the chat. How many of you can get down with compromise as a part of negotiation? Just say yes or no. Compromise is part of negotiation. Yes, yes, yes. I see a lot of peaceful people. Okay. All right, let's see this energy. Now. How many of you woke up this morning and said, man, I am excited to compromise today. Did anybody wake up?

No.

Where's the love? Everybody's saying no now. Okay, so here's the thing. Here's something that's very, very important for us to recognize with the word compromise. So we have to recognize that, yes, compromise can potentially be a part of a negotiation, but compromise itself is not negotiation. And the reason I want to draw this distinction is because a lot of times when we compromise, we do it too soon. That's the problem. So don't just think about compromise by itself. In order to fully understand it, it has to have a partner. So think of it as a reciprocal compromise. So reciprocity means I give something to you, you give something back. Right. So if I'm going to compromise in a transactional business negotiation, then I'm going to say, if I give you this, then you give me that. I'm not just giving away value for free. I'm making sure that I'm not just giving ground without Giving anything up, right? So that's a transactional negotiation. But in our everyday conversations, the we need to think about a compromise in terms of a strategic compromise, where we say to ourselves, the only reason I'm compromising my position is because I know that it serves my strategic objectives. And again, let's dig deeper into this because a lot of people are conflict avoidant. And so what happens is in these conversations, they feel a little bit of pressure. The other side leans on them a little bit and they say, okay, well, maybe I should give up something, maybe I should give up some position. And it's not a strategic compromise, it's an emotional compromise. You're doing it so you can alleviate the pressure that you're feeling in the moment. So always make sure that when you're thinking about compromise, it has a friend next to it. It's a reciprocal compromise where it's if then. Or it's a strategic compromise where we say, I'm sacrificing this position in order to improve my position. Right? So just keep that in mind. Now, when it comes to the definition of negotiation, here's the definition that I love. This is my favorite definition. It is very academic and complex. Anytime you're in a conversation and somebody in the conversation wants something, that's a negotiation, that's it. Anytime you're in a conversation and somebody in the conversation wants something, that is a negotiation. So what you're seeing here is that it is not academic at all. It's very easy to understand, and negotiation is all around us. So one of the biggest challenges people have with negotiation is they cannot identify when they are in a negotiation. So how then can you be good at a skill when you do not know you're engaging in the activity of negotiation? It's not possible to be good at it without having negotiation awareness. Okay? So I want you to think about this. Let's. Let's play a game in the chat. Let's see how many examples of negotiation you could come up with. Personal life or professional life. So when is it that you're negotiating? Let's see how many we have with children. Negotiating Rent. Both with my kids. My salary, Budget. In a meeting. Good family, friends. With your guests. Dinner. See if this is the game I play, peeps. Let me tell you this. It doesn't matter where I am in the world. Doesn't matter where I am in the world. When I ask this question, multiple people always say, dinner. It's never breakfast. It's never lunch. It's never snack. It's always Dinner. Always. Every single time. But look at these great examples. Look at these great examples. We're negotiating all the time. And look at the, look at the consistency here. The people that you're going to negotiate with the most are the people who are closest to us. The people we negotiate with the most are the people who are closest to us. So we have this transactional mentality around negotiation that really holds us back, where we say, oh, when I'm talking about dollars and cents, this is I'm negotiating. I mean, yes, that is one, but it is actually the most infrequent kind of negotiation that we're having. In fact, with this definition, it becomes challenging to figure out a meaningful conversation that does not qualify as a negotiation. So I want you to just keep this awareness in mind. Anytime I'm having one of these conversations, this is a negotiation. And that'll be a trigger for me to use the skills that we're going to talk about in the rest of this presentation. And when we're thinking about our goals regarding negotiation, there are three, three main goals I want you to keep in mind. Goal number one, I want you to think offensively about these conversations. Ask yourself, what can I do to improve my position? What can I do to get more of what I want out of this interaction that's tangible and intangible? You might want psychological safety, you might want trust. You might want a better relationship. Those are offensive things, too, right? So think about how you can use this positively to get more of what you want. Then I want you to think defensively so you can say, what are the things that I don't want? What do I need to protect myself from? What boundaries do I need to set? And so then I'm going to use this as a conversation to avoid things that I don't want. And then the third pillar, the third goal of negotiation is relational thinking. So how can I use this conversation to repair or strengthen this relationship? So when you're thinking about negotiation, think about it through these, through these three lenses. Offensively, defensively, and then relationally. And you can think about it even in these conversations where you might not have any power, you might not have any leverage, you might not have anything to offer. You might not be able to get everything that you want. You might not even be able to stop everything that you don't want to happen. You can still negotiate in a way that advances the relationship to position you well for the next conversation. Because the other thing you'll recognize is that since the people we're negotiating with are the people who are closest to us. That means most likely we're going to have difficult conversations and negotiations with them going on into the future. So even if things are not going well in the specific conversation, that might not be your fault. It might just be the circumstances, but you can still negotiate the relationship in a way that moves the ball forward. This is very, very important. Okay, now I want you to think about your business. Think about it from a business perspective. What are some specific opportunities that you have to negotiate as an entrepreneur as you're building this entrepreneurial journey? What are some of the key negotiations that will come up? The conversations of consequence that matter, where somebody wants something. Sales conversations, profit, contracts, time, office, commodities. Negotiating with yourself. The most important person to negotiate with is yourself. So this is big negotiating, refunds, customers, employees. This is great costs, investors. All of these are negotiation opportunities. So I will disclaim my bias as the CEO of the American Negotiation Institute. I love this. Okay, so I'll stipulate to that. But I truly believe that this is one of the most important and at the same time, underutilized and underdeveloped skills at our disposal. And I want to break down just how powerful this can be. Okay, so when it comes to these negotiations that we're having, here are some things I want you to pay attention to. Think about these. And again, there's an unlimited amount, but I just want to highlight some important ones. Price improvements, better terms, payment schedules, reduced risk, long term stability. You can use negotiation to move yourself in these directions. And again, we're always thinking relationally as we go through this because the stronger the relationship, the better positioned you will be for, for your next negotiations. Okay, the next thing I want to think about is margins. Because a lot of times with these conversations and with these, when we're in business, we often focus on sales. Sales is far more popular than negotiation, and it's a very interesting thing for me. So when I started off the my podcast Negotiate Anything about nine years ago, how many active negotiation podcasts do you think there were on the market? Just guess how many active negotiation podcasts? Remember, they're like 2 million podcasts. Well, you're not supposed to get the answer right at like, that's not fun for me. When I ask some of these questions, you're supposed to be wrong for a little bit and I say, oh, you're close. Okay, yeah, zero. I was the only active negotiation podcast, which is mind boggling. And we've just gone through this and we see that negotiation is everywhere. But how many Sales podcasts are there. There probably four that started. Since this session started, there are thousands of sales podcasts. So this is. This is the difference when it comes to sales. This is about generating interest. Let's look at. Let's look at Shark Tank for an example, or Lion, I think Lion's Den deal. Then there's. There's a British version of it, but it's the. It's the shows where entrepreneurs are trying to pitch to investors to get investment. Right. Dragon's dead. Sorry, man. That sounded super American there. My bad, my bad. Thank you. Dragon dead. So think about this. What ends up happening? What happens to an entrepreneur if they know how to sell, but they don't know how to negotiate? So what happens is they come up and they say, here's my product. These are my margins. This is what I did. This is why it's awesome. So you should buy into it. And then the investors say, this sounds great. I will put in 10% for $100,000. Right? And then the person says, okay, well, you might not have heard me the first time, but this is what it can do. This is. Are some of its features. It was featured in this magazine and everything. They're like, we, we have been sold on this. You've successfully generated interest. That's not the problem anymore. We're talking about negotiation. This is a different skill set. Interest has been already established. And so if you have sales skills but not negotiation skills, you might be closing deals. But are they the best deals you possibly can? Are you figuring out how you can maximize this deal, term, the terms, the financing, all that stuff? Right. So once you recognize this, you realize that if you're in a business that's already making money and making sales, you can increase the margin of your business without selling any more. And anything else, if you just know how to negotiate better deals, you can negotiate longer deals, more security, all of these things. So this is a very important distinction to make. Sales and negotiation, they're part, for me, of the persuasive funnel. We have marketing to generate awareness, and then sales to generate interest, and then negotiation to close deals, but maximize those deals in the process. So, again, just keep this in mind because I want us to have a bit more of a nuanced understanding of how persuasion works in these different situations. Now, when it comes to legacy, too, negotiation is going to be part of our legacy. How people see you, it's going to be your reputation. And what's very interesting to me is that when you develop a really good reputation, a powerful reputation, that reputation will start to do some of that work for you. It will do that work for you. I remember I was doing this media deal recently, and it was going to be one of the biggest that I've ever done. It was with an influencer that I've admired for many years. And so I came in, I did my negotiation prep. I had all my things down. I was going to say, if I ask for this, I might do this. I might say this. And so for the first half hour of the conversation, they just talked about how much they liked me and my work. And then after 30 minutes, they're like, well, what do you think? And I said, well, if I'm being honest, you've given me everything that I came here to ask for. Oh, I'm loving this. This sounds really good. And so that was the negotiation. My reputation did the negotiation for me. Right? And so they know people that know. And so they got their references, they did their research, and the reputation did its work. And so I want you to think about how all of this comes together, because the thing is something that we often mistake, too. Let's think about it from a different perspective. The. Your reputation can be an asset or it can be a liability. We know that. But I want to bring it specifically to negotiation for a moment. So let's say. Let's see if you. Let's see if we can play this little hypothetical out. Let's see what y' all see in the chat. So let's say you have a client. You've done good work for your client. You delivered on your promise to the client. The client has received value from you, and now all of a sudden, the client decides, you know what? I don't want to pay you full value for this. I want a discount. I want my price off. Right? Has this ever happened to you? Does this sound familiar to any of you here? Sue them. Hey, listen, we're not choosing violence instantly, okay? Not going to sue them yet. I'm a lawyer. You can get to that. That's not our first move, okay? Yeah, so we've all been there, right? Now, let's say you give in and you say, okay, fine, I'm busy. I'm stressed out. I need the money. So I'm going to say yes. You're supposed to pay me 100%. I'll accept 85%. Here's a 15% discount. They get exactly what they asked for. Now what happens? What. What have we done? What have we done? Write me a review first. Okay, Zoe? Great. So that's a good move because what you're saying is, I am going to trade value for value. A review would be good. Testimony will be good. Right? Okay. You devalued yourself. This is an important one. So if you don't negotiate anything, you are going to be valuing yourself, right? Devaluing yourself. You've given them the value, and then they said, I'm not going to give you value back. And you said, that's cool, right? You compromised. Now, here's the thing. Think about a toddler. If you have a child, if they break down and throw a tantrum. I want candy. I want candy. I want candy. Okay, cool. Here's candy. What have we just taught this child? What have we taught this child? We taught this child that this is how you treat me, okay?

You.

You pressure me. I give you what you want. What we've done with this client is we have created a brat. We've created a brat. They're going to keep on coming back. They are going to keep on coming back, okay? And that's the problem. But it goes deeper than that. Clients will refer you, clients who are like them. And so they're going to go and get their other aggressive buddy and be like, look at this. They do great work, but they don't fight for themselves. Go take them for what they're worth. They say, that's 10,000. Don't worry. Just beat them up a bit. Give him up right now. You have set the standard. The reputation and legacy. It goes both ways. We see this. This is so important. So a lot of times we don't. We don't think into the future. We don't think like chess players, right? We have to think many moves into the future. And then when we think about it, oh, we're just setting a new standard. That's problematic. And let's talk about devaluing for a moment. See, I knew. I knew I was going to get hyped up and abandon this PowerPoint, but it's all good. Are we having fun? Can we just. Can we. Can we just vibe for a minute? So this is. This is. This is what we have to recognize about value. Perception is reality. Perception is reality. So they did this study where they had people in an FMRI machine so that they can see the brain waves. They can see brain activity. And so what they did was this. They said, all right, go in this FMRI machine, and we want you to taste these two wines, Tell me which one you think is better. They give them one glass of wine. They say, hey, this Glass of wine is $90. What do you think about it? They say, I love this wine. It is so. It's so good. And then they look at the brain scan, the FMRI machine, and they see a lot of activity in the pleasure centers of the brain. So that corroborates the story. They said they liked it. We looked inside their brain. Their brain said they liked it too. Right? Now. They said, now try this wine. This wine is $9. Taste it, tell us what you think. And they're like, yuck, I don't like this wine. The $90 wine is much better. They look at the brain scan, they see the brain activity, and they say, yes, the person said they did not like the wine. Their brain did not like the wine either. Plot twist. It's the same wine, same wine in both cases. So what does this tell us? It's the. The perception is reality. So if you give them the high quality wine, they're going to say. And price it at the value. They're going to say, this is high value. If you say it's cheap, they're going to say it's cheap. So now what do they think about you? What do they think about you and your value, your quality? Now you're a discount operator. It doesn't even matter how well you're performing. That's how they're going to see you. They're going to see you as a discount operator. Cheap, Right? So when we say we are undervaluing ourselves, we don't fully understand how dark that is. It's not just about the fact that we're not getting compensated appropriately. We're not getting paid what we deserve. It's that now, because of our inability to stand up for ourselves and protect ourselves, we've put ourselves in a position where other people see us as less than, regardless of the quality of our work. That should terrify you. That should terrify you, right? So the thing is, it would be much better for you to lose a deal while standing on business and lose perceived value and lose your business at the same time. Right? This is important. So remember this. You don't get what you deserve in life. You get what you negotiate. You don't get what you deserve in life. You get what you negotiate. And I remember one of my mentors, when I was starting off in business, when I was practicing law, I had a law practice for a bit. And he said, hey, Kwame, here's the thing. When your clients are, like, beating you up on price, this is. This is the game that you need to Learn how to play as a business owner. Your clients are going to try to get as much free legal work from you as possible. They're going to say, hey, can you do this research? Hey, can I ask you a quick question? Hey, can you do this right? That's their job. That is exactly what they are supposed to do. They're supposed to try to get as much free stuff from you as possible. And, Kwame, it is your job to stand up for yourself and make sure that doesn't happen. That's the game you play. That's the game you will always play. Right? And so we have to recognize that this is how it's going to be. So don't take it personally. And once you recognize, if you put yourself in their shoes and you say, okay, they're kind of doing exactly what they should be doing for their business. And now it's my job to do exactly what I should be doing in business, too. Right? I should be standing up for myself and defending myself. That's our obligation. That's our responsibility. Right? So this is important. Let's see. We have some questions. Let's do some questions. Because if we have an active chat, let's see what we have. How do you negotiate with a client who has a fixed position? Oh, my goodness. Y' all are throwing me alley.

Oops.

Easy. Because it's my birthday. I appreciate it. So here's what we think about. This is how I want you to think about it. I want to cite my sources as much as possible. This is from the classic book Getting to. Yes. It's very important for us to understand the distinction between interests and positions.

So.

And a position is what somebody says that they want. An interest is why they want it. A position is what somebody says that they want. An interest is why they want it. Let me tell a quick story to encapsulate this. So imagine there is. There's a brother and a sister, and there's one orange left in the house, okay? And so they're fighting over the orange. And then they go to their parents and they say, thanks for the birthday, love. Well, that's not what they said. That's what I said. And they say, what should we do about this orange? And so what does the parents say? What does they say? They say, we're going to cut this thing in half. I don't have time for this. So the brother takes the orange. He takes this piece. He peels it. He throws away the fruit and uses the rind to bake a cake. The sister takes her Half of the orange peels it and throws away the rind and then eats the fruit in the traditional way. So if they would have just taken the time to ask the seemingly obvious question of why do you want this orange? They could have gotten 100% of what they wanted. And so understanding this distinction helps us to get out of what's called positional bargaining, where it is a tug of war. I want this, but I want that. And so now we just make arbitrary concessions and it gets really ugly. It gets really like mean and tense and hostile. But if you're willing to lead with curiosity and start asking some open ended questions to figure out why the person wants what they want now, now we get a lot deeper into this. This is really powerful. Right? And so to your point, when you say, how do you negotiate with a client who has a fixed position? It's just how we would negotiate with everybody else. We lead with curiosity. We'll say, okay, can you help me understand what it is that to accomplish here? What problems are you trying to solve? Tell me about your business. What are the challenges that you're facing? I want to figure out the why that is behind the what. Because once I figure that part out, then I can be a lot more creative because maybe that bullying client who is saying, hey, listen, I can't pay this this full amount. You're, what you're asking for is ridiculous. I'm finding this problem, this problem, this problem, this problem and I need 50% off or I'm not paying anything. And so you do, what do we do? How do we get, we get defensive, we get aggressive, we're like, wait a second, it's, it's fight, flight or freeze or fawn, which is another fear response that is not as popular, right? So we fight back, it gets contentious and now we're positional bargaining, saying, no, I'm going to fight back and protect myself. Or we freeze, we just blank and we just kind of ghost or ignore it, or we run away, which is again avoiding the problem or fawning, which is probably maybe the worst of these. This is the people pleasing response where your job is to where you feel like you need to placate the other side, make them feel good about whatever is happening. And in this case that means giving them what they want. Right? But in this situation, if you get curious instead, you might realize, oh, wait a second, this person just made up a bogus argument because they lost a key employee and their sales are down and so they can't pay everything today. They don't know how to negotiate. So they got super aggressive. And so. And they recognize that the value that I bring is. Is it is. And so if I were to get separate these payments over three months, they would be willing to pay the full amount. Right. It's not an issue of they're not willing to pay, they just can't pay. But they would be able to play if we amort, am amortize it over like three months. Right. Okay. See, now we can be a lot more creative in the outcome, you know, so when somebody comes up with a position, just recognize we understand what's happening here. Your job is to get creative, figure out why they're asking for what they're asking for. And now it's a collaborative, creative problem solving endeavor. We're trying to figure what it is that we can do to move forward. So great, great, great question. What if someone starts the discussion with anger? We should anticipate that. We should anticipate that. Think about, think about. Have, have many of you taken courses on emotional intelligence? Let's, let's see in the chat, how many folks have like taken classes on emotional intelligence? So a lot of people have here. Right? And I want you to be clear on why you do, because this is an exceptional group group. How many of you took a course on emotional intelligence before, before college, like in high school, in middle school, Anybody take an emotional intelligence class in college? Before that, did anybody take emotional intelligence in college? And then after school, do many people invest in their own professional development and personal development? So at what point would somebody be emotionally intelligent to not lead with anger in a conversation? We can't expect this. I think a lot of times our expectations are so skewed because if somebody leads with anger, they lead with frustration. They're being disrespectful. What I say is, so essentially the question is how do I negotiate with a human? Because that's what we should expect with humanity. So if somebody leads the discussion with this, what we're going to do is we'll use my framework. So my framework is called compassionate curiosity. It's a simple three step framework that helps us to flow conversationally throughout the interaction. But we're going to focus on step one, which is acknowledge and validate emotions. So step one is acknowledge and validate emotions. Step two is get curious with compassion. And step three is use joint problem solving. So let's break down why this works with acknowledging and validating emotions. So if somebody is angry, that means the part of the brain that is activated is the amygdala this is the epicenter of emotions. Now, let's juxtapose this to the frontal lobe, which is this big, meaty part of the brain. This is where we have higher level thinking. So emotion management, executive function, logical reasoning. Now, I want you to understand that there is an antagonistic relationship between the amygdala and the frontal lobe, which means that the more emotional you are, the less clearly you're thinking. The more clearly you're thinking, the less emotional you are. It's an either or proposition. So if somebody leads with emotionality, just recognize that they cannot process at a high level what it is that you're going to say. Let's see, in the chat, have you ever had a situation where you knew for sure you had all the facts, data and logic on your side, but the other side didn't agree? It's like they're impervious to truth, right? Yes. If you ever had a significant other at any point in your life, you know this is true. Okay, so what we have to recognize is that there's a difference between being right and being persuasive. So you could be objectively correct and it might not matter. And a big part of that is because we don't manage the emotions at the front end. So what we do when we're acknowledging and validating the emotions is we will label the emotions. In psychology, they say you have to. You have to name it to tame it. And the reason why this works is because the part of the brain that registers these emotional labels is in the frontal lobe. So by labeling the emotion for the other side, you activate the frontal lobe, which then calms them down. So, Khalil, to this point, what I would say in this situation is, hey, correct me if I'm wrong, but it seems like this is a really frustrating situation for you. Or tell me if I'm off on this, but it seems like you're disappointed in the way this project is going. I'm going to label this and then they're going to have to think in their head is disappointed. The right word is frustrated in the right word, which activates the frontal lobe and calms them down. And then they're going to vent a little bit. And then that's a validation. I'm going to demonstrate that I understand. This is where empathy comes in place. And so this is empathy understanding how they see, think and feel about the situation. I'm going to reflect that understanding back to them. That helps to calm them down. And once I recognize that I've taken the Emotional temperature down in the room. Now I can proceed and have a higher level conversation. So when the person leads with anger, frustration, disappointment, some level of emotionality, just recognize that priority number one is addressing that emotionality. Because, you know, if you cannot lower that emotional temperature of the room, then you're not going to get their brains activated in a way that can actually have a higher level conversation. Really, really great question. Very, very important. Okay. Why do we feel so threatened when we have to negotiate? Well, it goes back to our childhoods, he said, half jokingly. So the thing is, when it. Depending on how you were raised, this is going to have a big role in this. But also just think about how our brains operate on a fundamental level. So when it comes to. Let's just think about back in the day when our folks, our ancestors, were living in caves. Tribal, right? Struggling to survive death around every corner. Let's just imagine that. So you're in a little tribe, every day, you're trying to survive. What happens if you get rejected from that tribe? What if they say, kwame, you know what, man, we do not like you. Get out of here. Go live in the woods by yourself. What happens? You die. That's right. You're dead. Right. So we have evolved to create this fear of rejection, because rejection in the past, it quite literally meant death. The thing is, society has evolved faster than our brains. So these rejections that we experience, they will not lead to death, but they do feel life threatening. That's the thing, right? So it is. It's hardwired into us in many ways. And so for me, one of the things I had to do when I was overcoming people pleasing is I had to create opportunities for me to experience rejection so I could become a little bit more desensitized to it. There's a great TED talk called 100 Days of Rejection where this guy would just ask for things that he did not deserve. And the shocking revelation was that he started to get way more than he anticipated. And so I started to do that. And the reality is you have a situation where you cannot lose. So either you ask for what you want and you get it, that's a win, or you ask for what you want and you don't get it. You feel rejection and then recognize that you're still breathing. Everybody in this chat has something in common that I don't think we. I think we often fail to appreciate. And it's the fact that every single person in this Chat has a 100% survival rate for every single challenge that they've ever experienced experience. Not saying that it's easy. I don't want to undermine your experience. But I will say that you are tough enough to have made it to this point. You're still here, right? And as you start to experience more and have these tougher conversations, lean into them, you'll recognize that you can't win it all the time. That's just not possible. But even if you don't get what you want, you get rejected and you realize I'm still here. That makes you stronger in the process. So over. When it comes to negotiation and communication in general, it's half mindset, half skill set. We have to be able to overcome our fears, have the courageous conversations, and then lean in. And so we have to also recognize that a lot of times that anxiety that we're feeling, that tension that we're feeling, we misinterpret that we say to ourselves, oh, I'm feeling this because I'm inferior. I'm feeling this because it's not going to go well. I'm fearing this because I'm not good enough. No, you're feeling this because you recognize that this is a conversation of consequence. This matters for you. Your brain is just telling you that it's important. Right. And so we have to be able to understand that psychology so we can then overcome that psychology. Really, really great question. Hey, thanks for the presentation. How do you get companies to support a nonprofit administrative when they already have everything that you can give them in return? Ah, yes. And what you can offer is visibility. So I think here what we have to do is with. When it comes to those types of scenarios, again, we just have to understand what humans are and they are ruthlessly self interested.

It.

Right. So when it comes to these situations, we have to again look at the interests. What is their interest? What. What is it that they want? We also have to recognize too, using a business term, but I'll break it down, is that we often have the agent principle dynamic where we have the an individual who is representing something or someone else. But we often look at them as a monolith, as like a blob. So we say, I am a nonprofit. I want to get money from this company. But that company is filled with people and all of those people have different interests. So you need to figure out what they want and then dig beneath the surface to figure out what they really want. Right. What is it that they really want? So let's look at. Let's think of an example. Why would a non. Why would a corporation a big Company support a non profit. And be honest here, okay? This is a safe space. Why would a company want to support a nonprofit? Optics, pr, tax benefits, expense. Thank you. Thank you. Okay. That's why we're doing this. That's why they do this. Okay? So we need to figure out what is their biggest problem, what problem are they trying to solve? That's the first thing. But what about this individual person? What is their goal? What could make them look good? Right? Do they want an award? Do you know what an award is? Do you know what an award really is? People just made something up and gave it to somebody else. Make up an award, give it to this person. They could use it to parlay it as leverage for a promotion. Everything in the world is made up. And once you realize that, then negotiation becomes a lot more fun. You think about policies that you run into. Have you ever heard that in a situation where they say, oh, hey, listen, I can't do this because of a policy? You know what a policy is? Somebody made that up. A lot of times when I'm setting boundaries in negotiations, I'm like, sorry, the American Negotiation Institute has a policy against that? Yeah, I just made it up. We all made stuff up. So again, once you just recognize that you could be a lot more creative, figure out what the interests are. Right. And then you negotiate toward that interest.

Right?

Good. Awesome question. This is fun. Okay. I've done work for people that I trust, with the exception of payment, with the expectation of payment. Then something happened where they didn't have the funding. Now I realize I can't operate out of goodwill. They still want to work with me when the funding comes through. Any suggestions on how to approach these situations? Great question. So we have to understand leverage. Yes. So we have to understand the distinction between power and leverage. But let's focus more on leverage. Both power and leverage. When we think about it just generically, these are tools of influence, but they come from different places. Power comes from authority. So if you're a big multi billion dollar company, we can see you have power. If you outrank me in an organizational chart, I can see that you have power. Leverage, on the other hand, is situational advantage. You might not have power, but you can be creative and find leverage. And when you think about leverage, one of the easiest calculations when it comes to power and leverage is whoever needs the deal the most loses. Why do they say that is? Because if you need the deal more, that means you're willing to give up more in order to get it. And so we have to make sure that we're timing certain parts of this agreement in ways that benefit us. So when it comes to these situations, let's analyze what went wrong. You said, all right, I'm going to do this work for you. You're going to pay me, right? And they say, absolutely, you gave them the work. So who has the leverage now? They do, because they already got what they wanted. Now you're the only person left with needs. And so now they say, I don't have enough money. I was supposed to pay you 100%, but can I pay you 50%? And you're willing to concede more because you are in the disadvantaged party in this situation. So going forward, what I would say is this. For this person in particular, make sure this is Lawyer Kwame. Have a contract. Have a contract. This is Lawyer Kwame undermining all of my lawyer friends. Don't tell them I said this, okay? Use ChatGPT to make a contract. It's better than nothing. If you say you can't afford a lawyer to do a contract, you could get form contracts, just something. Right. Even an email confirmation counts as a contract, at least in America. So just get it on paper, lock that in, and then say, I'll deliver once you give me payment, that's it. So for you, you, my friend, yeah. Maybe I could work with you in the past if you pay in the. In the future, if you pay me first. Right. So I think that's more of a sequencing issue. But remember, we can negotiate the sequence. That's. That's important. Great, great, great question. What do you do with those people who will agree and then don't pay, but keep promising that you will. So, again, I think this kind of ties into what we, what we just talked about. It's the sequencing question, too. But I think one. One thing that I realized that a lot of my mentors have told me is that it. It's bad form to. To get to a point of suing clients. It just does not look good. Even if you're in the. Even if you're in the right, just optically, it doesn't look good. So I, What I would do is I would take these situations more as, like, learn learnings, expensive learnings, and say, all right, cool, I'm going to sequence the. The payment terms and everything in. In a different way. But I wouldn't stop asking for the money. Right? I would, I would. But also a big part of this is. And I'm assuming that when people are not paying you, they're trying not to talk to you too. They're probably deflecting via text, via email, those types of things. So I would really try to push to an in person conversation. It makes it harder for people to slither away. And then I would say ask for commitments in terms of time. So some question formats you could use are what would it take for you to be able to pay by the end of this month? Okay. How certain to you? Like, what else would you need to do to make sure that this happens? What obstacles might come up that you haven't considered that could get in the way? Right. Okay, when should I follow up if I haven't received the payment? So you're seeing, you're asking these questions, getting them, trying to nail them down as much as possible. But again, this is a sequencing problem because we should try to sequence our negotiations and our internal standard operating procedures to make sure that we, we don't give away leverage and find ourselves in this position going forward. Good question. Was how do you negotiate in a job interview situation? I would say this. Everybody has. And let me expand this too because I want to be respectful for everybody else in the audience so I can generalize this. Because when it's an interview or you're just negotiating in general, everybody has a decision making matrix. Everybody has a specific way that they like to make decisions in different circumstances. And if you are strategic in the questions that you could ask, you ask them questions to reveal what it is that they utilize to make decisions. So think about this interview situation. You could say in, in the past, what needed to be true for you to feel confident in the decision that you made with an applicant. Right? Now. Let me give an example of what I do with my, with my clients. I would say, let's say after the presentation is done, everything is successful. How would you know that? I did a good job job. And so they would say, well, you would need to have this and this and this and this. Great. Well, that's exactly what I'm going to have. That's exactly what I'm going to do. Right. And so in the job interview or in the negotiation, what we do is we download their, their pathway to persuasion and then I'm going to persuade on their terms, not mine. This is the distinction between egocentric persuasion and empathetic persuasion. Egocentric persuasion is when I think about things that I think are important, that I think are persuasive. And I'm going to say those things to you because obviously you think like me. Right? But with empathetic persuasion, we're Going to take the time to download this information. What, what are their perspectives? What works for them? What are they looking for? And then after I gather all of that information, I'm only going to say things that I know would resonate with them based on the information I got from them. Right? So for me, in these conversations, I follow the 70, 30 rule where I'm giving the other person an opportunity to speak 70% of the time. I'm only trying to speak 30% of the time. Because the thing is, first of all all, you're less likely to say something stupid. You make far fewer mistakes when you're listening. Think about conversations that have gone too, gone poorly in the past. Have you ever said, I, man, I hate negotiating with that guy. He listens too much. That's not a thing. Right? So you kind of dummy proof your negotiation by speaking less. You also trigger trust, because trust, at the end of the day, what you do is you give people the opportunity to talk about things that really matter to them, things that they like.

Like.

And then they feel good when they talk about those things that floods their system with dopamine. And then they associate that good feeling with what? With you. And then the whole time they're saying to your, as they're talking and telling their stories, they're saying, this is what would persuade me. This is what would persuade me. Oh, man, if you said that, I would be really persuaded. I'd be impressed if you said something like this. And so I'm just listening and listening and listening. And then I'm like, you know what? I've gone through my Rolodex of things I could potentially say, and I'm just going to say those very specific things that I know would resonate the most with you. That's it. Right? So understanding the distinction between egocentric persuasion and empathetic persuasion, this is critical. How do you regain your leverage when you have compromised on your position? Now that's a tough one, because in this situation, it's easier to turn a no into a yes than it is to turn a yes into a no. If you've already committed to something, a lot of times it's bad form or could be seen as bad faith negotiation if you try to pull it back. So think about it. For me, as a parent, this resonates. You cannot put the toothpaste back in the tube sometimes if you make commitments, then you put yourself in a position where the toothpaste is out. You cannot put it back in. Right? So that's a tough position. So you Might be able to come in and say, hey, I've learned new information. Unfortunately, I have to. To make an adjustment. That's possible. But I would be thinking long term. I think that would do damage to the relationship. Damage, trust. In a way that would be problematic. But what I would do in the subsequent negotiation, I would be future focused in this. I would say, hey, listen, last time we talked, I agreed to something that I really shouldn't, and I apologize. I did not. I was not doing myself a service, and I did you a disservice by setting inappropriate expectations. Going forward, here's what I'm going need to see. And then they will say, well, that doesn't seem fair. It worked in the past. Why can't you do it now? It's like, you're. You're absolutely right. And the problem is I should have done a better job of advocating for myself after. After moving forward with those terms. I recognize that doesn't work for me. If that doesn't work for you, I completely understand and I respect it. But I want to be transparent. I made a mistake in the past, and I want to make sure that I do it right this time. So you have to kind of own it going forward. But listen, peeps, this is just the sample. Imagine if I used my slides. Okay? So listen, the program that you are in the brink of enrolling in is exceptional. Mindvalley always does a great job. Always gets the best people in here, too. So I appreciate you going on this journey with me today. I hope it was fun. Hope it was enjoyable. Hope you learned something new. And let's keep in touch. And Caitlin, I'll throw it over to you.

You follow me. You're amazing. I'm looking at my notes with you. You don't get what you deserve. You get what you negotiate. Everything in the world is made up. Pathway to persuasion. Every time I listen to you speak, I learn more. And you say it so eloquently, I'm like, I. I hope. I'd love to hear in the chat, because a lot of times when we hear negotiation, like, it's like. But you make it so digestible. And really just this way to have compassion for yourself and the other person and finding the common ground. And Kwame, you're just amazing. I'm so grateful for you.

Appreciate it. And thank you for the love. I appreciate it in the chat and thanks for the birthday.

Best talk.

We love it.

See, I love it so much. And I want to say thank you, too, for going off the slides and really just Engaging with the audience so they could ask you questions. So much value in that talk. And Kwame, you're just the best. So thank you so much. 37. Best year yet.

Kwame.

Happy birthday again, my friend.

Thanks.

Good to see you.

Thank you so much. I love it. You know, this is one of the biggest things that a lot of times we don't talk about, and this is why I'm so grateful that Mindvalley brought Kwame in, is understanding that you can have the best idea, you can have the best team, you can have marketing, you can have branding, but you got to be able to talk about it and get what you deserve in it. But there's many ways to do this and a lot of times we've thought in the past it's forceful. I have to get what I want. I have to take it. And that's why I'm really excited for our next speaker because she's going to talk to us a little bit about how, how there's a soft power framework and she's, she's such an incredible human being. I really love this woman and she just shows me thinking about being creative outside of the box and really finding things that need to be changed in the world and doing those things and making it her mission. She's a unbelievable entrepreneur. She's a speaker two times best selling author. She's the founder of disruptive companies like Tushy and Fantastic Things. She's a world Economic Forum young global leader and one of fast company's most creative people. She truly is so creative. She's had over two decades of boundary pushing business experience and she's going to bring you guys some powerful insights on innovative marketing and just ways that you can really influence without force. So everybody please help me welcome this amazing. So everybody, Mickey Agrawal. Hi, Mickey.

Hello.

Hello, everyone.

Wow, what a beautiful day today is. I am tuning in from Austin, Texas and maybe we can just take like 30 seconds to ground after all these amazing speakers. So maybe we can just close our eyes and just tune into nature consciousness, the beautiful world, world that we have been bestowed to live on. Let's feel our hearts. Let's feel the heartbeat of nature. Ah, the oxygen. The oxygen that she gives gives us the earth we get to walk on. Thank you. Thank you. Thank you. Okay, so today we are talking about soft power. And to me it is a paradigm of entrepreneurship, a new paradigm of consciousness, a new way to build. And I'm going to start right away by sharing my screen. We don't have a ton of time And I have a lot to share, so let's get right to it. Please put your questions in the Q and A. Drop your thoughts. Comments. If something speaks to you, just share it with exclamations and Just stoked to be here. Thanks so much. Team Mind Valley. This is an honor. All right, share. Okay, so this is about soft power, a framework for exponential growth growth. And why this is interesting for me now is that I have built two nine figure businesses in sort of a more hard power consciousness trauma scale at all cost. Just don't, you know, stop until you, you know, you, you're, you're like on your knees, you know. And I've, I've built that old consciousness way and as I'm entering this new Project Hero which is really tuning into nature consciousness, I spent a lot of time just retuning my own compass as to the way I want to build a company. And, and I believe that this framework actually has a hundred x more chance of having exponential impact and exponential return. So here we go. So we'll start by conscious capitalism. Conscious capitalism. I sat on the board of Conscious Capitalism for many, many years. And, and one of the reasons why this speaks to me and I'll share why this relates to soft power in a moment. Conscious capitalism, you know, as you saw, I shared that a little bit on the mindvalley stage. So there's capitalism and there's conscious capitalism. Capitalism is really focused on shareholder growth. Conscious capitalism is focused on stakeholder growth where every stakeholder wins versus just, just the shareholder Capitalism is shareholder growth. Conscious capitalism is stakeholders winning. So who are the stakeholders? The shareholders are a very important stakeholder. Without them you actually can't create the business. So stakeholder the, the, the shareholders, then there's the employees, then there's the suppliers, and then there's the customers of course. And then there's the environment, the planet every stakeholder has to win. It's a win, win, win, win win model. If every stakeholder wins, then actually conscious businesses outperform pure shareholder led businesses by a factor of 10.5 to 1 over a 15 year period. So a conscious business actually outperforms a pure shareholder led business literally by a factor of 10 to 1. So it just makes so much sense to build a conscious business versus just focusing on next quarter growth, shareholder growth, shareholder H. And you know that trauma scale mentality. But if you're really focusing on the true ecosystem, then it will to, it'll 10x your business. So I believe that when you tack on soft power on top of conscious Capitalism I believe that there's a hundred x potential. So soft power is this internal attunement. It's an energetic that you tune in first to yourself, then to a two person dynamic, then within your company, then within your community and then with the planet. So it's this radiating from the inside out. And we'll get into that, we'll get into the actual framework in a moment. So as I said, conscious capitalism plus soft power truly I believe is a hundred X potential for 100X in your impact and 100X in your return. So here's a framework in a nutshell to start and then we'll will, will go, we'll start going quicker. So first it's attuning to yourself like really. And what's so beautiful about the Mind Valley community is the Mind Valley community really, really does deep, deep personal development work. Really learning how to tune your fork to your own compass. So starting with tuning to yourself then. And so it's going from a preoccupied state into a present creative state. Vision talks a lot about meditation, how important that is. There's so many amazing meditations on this platform. Meditation, meditation teachers on this platform. So going from preoccupied to present and creative. So what is that, you know like that, that I got to do to do list to. I'm gonna get present. Present. I'm gonna get present. So many of the ideas I've ever had downloaded. All of my best campaigns came when I was sitting in depths of presence. So going from preoccupied to present that is tuning to yourself. Then the next ring is tuning to a two person dynamic. Going from resenting conflict, resolving conflict. Being in a, a business setting, you know or in a personal dynamic setting. There's just always misunderstandings that are going to happen, conflicts are going to happen. Challenging just stuff that's going to happen. And there's so much like ugh, like I have to now like go and sit with this person and just deal with this, you know, person versus is h. Like I'm so excited to get to know what you know. How to love this person better, how to tune to that person better. So you go from presenting conflict to actually loving resolving conflict. That is tuning to a two person dynamic in a better way then within company. How do you tune your, your, your compass better within your company. So going from a pedestal, top down structure where it's like the leader knows everything and going and you know, which of course a leader doesn't. We're all, all leaders are on a path of growth just like everyone else. When we go from pedestalizing ourselves as leaders or pedestalizing our, our leaders. And then when we see them make a mistake or have a bad day or say the wrong thing, and it's just like g. Like that person is now wrong, bad, and, and you. The fall is much harder. Versus is a leader saying, hey, I'm on a path of growth just like everyone else. We're all in this together. We're all leading together. It creates a much, much more beautiful, energetic within the company and then within the community. You know, within a community, when you're trying to share, when you're sharing what you're rating, your passion, your project, your purpose from the inside out, how are you sharing that idea? How are you sharing your project? Are you projecting like, this is what I think they want me to say versus are you radiating like, this is like what I so deep inside of myself want to share. And this is like, what feels so true to me versus like I just want to project a perfect, exact, amazing look and feel and that's it. And I hope no one else sees my dark side. Well, no, if you radiate your truth, your authenticity, then people will tune to you. But better then in nature. I think we have forgotten to truly include nature in the conversation of building business, especially in this new paradigm of building business. Nature has been literally, you know, solving problems for billions of years. It is the single most powerful technology of our time is nature. Nature has figured out how to create trees. Literally trees were formed 390 million years ago and literally learned how to take in carbon monoxide, carbon dioxide, nitrogen dioxide, and literally transform that magically into oxygen for all of us to breathe. I mean, that is true miraculous technology. And we have just cut them down and wiping our butts with them and doing all this stuff with them. And we've just ignored its power, its magic, its technology, its frequency. And as soon as we tune back into the nature frequency, so much happens effortlessly. Nature grows effortlessly. Nature flourishes effortlessly. How do we tune into this soft power frame of nature consciousness? Nature isn't. When I say soft power, it's not meek. It's not like, oh, cute. Nature can literally destroy you in a sneeze. And when you go into nature, you're hugged by nature. There's this like, magical dynamic between being hugged by nature and. And the ferocity of the power of nature. So how do we tune into that nature consciousness? We'll talk about that today. So once Again, conscious capitalism plus soft power equals 100x impact and return. That is truly what I believe. So now we have 38 minutes. We're going to move quick. I'm going to share my story. So my story is really about tuning into there must be a better way. This can't be the way way we do these things. The and, and I really love and I'm curious about disrupting categories that have yet to be touched in hundreds of years or 50 years or decades. There's lots and lots of stagnant things that are happening in our world that need disruption. And I, I believe that if all of us here focus on what needs to change within our society, with our community, you know, it'll, it'll ripple effect and actually create real business and real impact and real return. So my first business I started was disrupting the pizza space. I created New York City's first gluten free farm to table pizza place. It was started by my own challenging pain point, you know, being very intolerant to processed foods, dairy, gluten, all this processed stuff. And I started New York City's first gluten free farm to table pizza restaurant called Wild. And we opened up a location, you know, several locations in New York, we opened one in Guatemala. And I learned truly the chops of understanding people one to one dynamic, how to challenge the status quo, how to get people from eating Joe's pizza on the corner to trying a healthy version of American's comfort food with gluten free flours, hormone free cheeses, local seasonal toppings. It was a very big shift and I learned a lot about how do you harness the conversation, the soft power, one to one dynamic into getting, you know, really allowing people to move into this new, you know, way to eat. And as a result, you know, you know, we've been in business. This year's our 20 year anniversary for a restaurant and restaurants usually close in their first year or second year. Then I started, you know, my next aha moment came from again another personal pain point. Having my period every month. I just kept leaking into my thing things. All the men sitting here listening to this, you are here because of that very important time of the month. So let's respect it. You're welcome. Thank you ladies. So my next aha moment really came from having period accidents every month and just being just messy with it and forgetting because I was so busy. And so I started the first period proof underwear that has helped women, millions of women around the world, period better. And as a result we've also helped hundreds of millions of, of tampons and pads be diverted from landfills just by using a Reusable product. And I also really believe in the power of give back, you know, creating opportunities for your, your own business, but then for others as well. This is part of that ecosystem consciousness. And so the power of give back, you know, for us at things, we looked at the TOMS shoes model, realized that there was flaws around it. So we, we really updated it to a, instead of a buy one, give one model, we we updated to buy one fund one model for every pair of underwear sold. We fund reusable pads to girls in the developing world. And we've helped this company in uganda grow from 25 employees to hundreds of employees by just, you know, again, empowering a local community company instead of just giving stuff away, which creates a welfare model. And so we really thought about models as well. And as a result, we've helped millions of girls go back to school in the developing world. Again, we've helped, you know, hundreds of millions of tampons and pads be diverted. Then I started a, you know, again, from a pain point. My next aha moment came from having to go to the bathroom and literally learning that we cut down millions of trees every month, 15 million trees every month, to wipe our butts disrespectfully with the thing that gives us oxygen, that gives us life. And my name, Mickey in Japanese means three beautiful trees. I've always loved trees. I've always wanted to protect them and so created a bidet company that has helped millions of people understand the benefits of washing. Instead of wiping your butt, which is so obvious, I mean, you don't wipe anything else. You don't wash anything else in your life that's dirty with paper. You use water. So why would you do that to the dirtiest part of your body? Indoctrination is powerful. And so by helping millions of people learn the benefits of bidet, we have helped helped, you know, save over 10 million trees. When you flush down the toilet, we have funded restoing reforestry projects all over South America and beyond. And I believe that in order to change culture also requires a deep level of artfulness. And so when you look at our, you know, it's a device that goes on your toilet, but we've made it art. And that's also how we've challenged the way people think about something so unique and different. Yeah. And so, and then of course, our give back. We have funded, you know, the build out of clean toilets India. The global sanitation crisis affects over 3 billion people. And we funded the build out of toilets for 60,000 families in India. I'm so deeply proud of that. My father himself didn't have access to clean toilets in India growing up. So this was a huge, huge ancestral healing as well. And my newest aha moment, I know I'm moving very fast right now because I want to get to the, the, the good stuff. My newest aha moment is starting the, this movement around harnessing nature to heal nature, harnessing mothers and babies to literally save our planet. And so this, you know, the whole vision is the idea that breast milk is considered liquid gold. This is art. And this is not, you know, not in a sexualized way. Breast milk is liquid gold, therefore baby poop must be fertilizer gold. And so if breast milk is liquid gold, then baby poop is fertilizer gold. And right now we're wrapping billions of pounds of this mama juju fertilizer plastic and throwing it away and not harnessing it for good. Is there a way to harness baby poop to literally help down diaper plastic? My son at 2 years old gave me this idea, pointed to a book, and in this book, Nature Global Plastic Crisis. Fungi have been breaking down the carbon backbone of trees and animals for hundreds of millions of years. And it turns out that fossil fuel fuels comes from dead trees and animals and, and plastic comes from fossil fuels. So if fungi have been breaking down, you know, the carbon backbone of trees for hundreds of millions of years, of course it knows how to break down plastic too. And so we spent the last four and a half years tuning into, you know, this, the fungal kingdom and looked at hundreds of strains, at thousands of experiments, you know, across, across multiple different conditions. And we have whittled it down to the top performing strains that are culinary grade, they're non toxic, that are healthy, they're like, like, you know, we love maitake shiitake mushrooms. They're like actually good, healthy fungi that are good for your system, good for, for the world. And this is just a moment I want to share. We, you know, after years and years of working on this project, we spent four years working on this project, we finally want to see with our own two eyes. Eyes. The fungi break a diaper down. So we set up a fish tank and we, you know, created control. We put our diapers inside, we lined it with fungi and with our own two eyes, we saw the fungi stuff. This is one month and you can see the. Well, this is really exciting. We're about a month in and we're seeing like full on degradation. The diapers. Wait, that's from the original?

Yeah, that's what's happening? What? Yeah, yeah, we got the. You see how you can still see the one?

I. I thought this was a new.

No, it's being soil.

I have full.

Goosebumps.

Yes.

Wait, I really thought this was a new. A new. No, it's the same one. Oh. So I just set up a. My God. And this is six months. Literally the diapers are. Have returned to the earth. And it was such a huge, monumental moment for us to figure to realize that nature has had the answers all along. We just had to listen. We have to tune in to nature consciousness. It's so obvious and yet it's so close that it's so far. And so it's such a, such a important thing to tune into that nature consciousness. It has all the answers for us. Our vision is landfill biodegradable in under 12 months instead of four to 500 years. It's a really, really, really exciting thing. I don't have much time, so check out hirodiapers.com h I r o diapers.com to learn more. It's super, super exciting. So this is the part that's so, so important that I'm so excited to be sharing with y', all, is that, you know, as I spent the last two decades just in the hustle grind, not necessarily nature consciousness, and just pushing through the seasons, trying to, you know, reap while it's time to sow, trying to reap while it's, you know, time to cultivate. You know, there are seasons for everything. I learned that, you know, bamboo grows, you know, it spends four years underground, cultivating, learning, growing, and then boom, four years later, it shoots up 39 inches a day and then grows and grows and grows and grows and grows. So there is a cultivation period. And that's okay. There are seasons for everything. There is ease and grace in the way you can create and build something. Like seasons again. When you're tasting the delicious fruit, you're not tasting the fruit like prematurely because it's sour. You have to wait for the right time. And so, so it's the same thing in business. Like, how do we tune into this consciousness and not go into this like trauma scale, like fear based old consciousness, next quarter thing. It's just not the way forward any longer. So I spent the last several years attuning myself, like apprenticing myself to attunement, attuning to myself, attuning to others, attuning to the planet. It attuning to the community. How am I showing up? You know, I know that in the past, like I'm a twin. And so the two of us are very excited and very hyper and very ah, you know, take over a space and learned that, you know, there are moments to be excited and there's moments to tune in. There are moments to go and there are moments to really close your eyes and take that time and be quiet and be still. And that takes, that, that takes fine tuning, that takes experience and that takes just sitting in nature and watching and just witnessing the magic and miracle of the flourishing that happens effortlessly. So soft power became my internal north star. And when I tuned in this way, when I became better at listening, when I became better at really learning, like taking in all of the people on my team's like curiosities like pain points challenge, the not being defensive but just taking it and receiving it and composting and finding ways to repatriate the soil and cultivate it better. Wow. Magic started happening. Everything started to flow easier. The, the, the connections, the, the flow, flow state just started happening when we were like actually sitting in our meetings and turning, tuning into nature first. And the fungi were like, we are here to tune into the mycelium consciousness. Like help us tune in with you together. And then we would just. The magic would happen, things would flow in. So energetics are real. I know the mindvalley community really, really knows that. But tuning that in in business is still sometimes like, is that real or not? It absolutely is. To really braid with nature consciousness and seasonal consciousness that flows so beautifully. We don't defending like nature doesn't defend, it just receives. It's like, okay, you, you want to share what's going on with you and even if I don't, you know, my perspective is different. We're going to go into that in a second. But that flow happens and then results, results followed. It's so, wow. Like just all of our, our everything started to flow beautifully. So here's the framework. Let's go through starts from going from preoccupied to present. So let's, let's talk about that for a second. How do we put that in practice? I started decreasing my meeting length time to 15 minutes to just making more creative room room for myself. Because you can just be bogged down by meetings all day. Like, I'm so busy. I got this meeting and that meeting and that thing and that thing. No, most of the meetings are just putzing around and just not really talking about anything. But if you go in and you're just like, okay, we're here, let's tune in let's 10:30 seconds to breathe together and let's go. That is going to create so much more spaciousness outside of that, that meeting time to actually let for ideas to download mode. And from that I create these Friday thinking days where I actually don't even take any calls or meetings on Fridays. It's not a day off. Meditation is actually productive. So Fridays are thinking days where I literally tune in. This is where the idea for Hero came in. This is where the idea for some of our biggest campaigns for Tushy and things and, and Hero have come through. They're just like a daze to allow. They're so, so, so important. And if you can offer a full day day, half a day, two hour blocks, go walk in nature, turn everything off and just breathe. And you'll see. And you say to yourself, you can say to yourself dear universe, I'm pr. I'm present and opening myself up to all creative potential. I'm present and opening myself up to all creative potential. And you will see, you're like, I'm not a creative person actually. Creativity will start to unlock. All these ideas will start pouring in if you give enough spaciousness to that. All these incredible ideas came from storytelling, from giving ourselves spaciousness within our team to tell our stories of Hero, you know the of thanks and then of Tushy and of Hiro thinks. The story was born from talking about the story of like when I'm ovulating I can feel my egg drop. And then this campaign went, went viral because we wanted to do an egg dropping. We tuned in with our community. We said thinks is blank and we asked our community community fill in the blanks. And they said things is Mary Poppins in our pants. We learned all these campaigns came from creating spaciousness for ourselves and for the people that we love. And these creative big swings came from over the last three have much time for it. But you know this is an idea that that came up through some of you have seen this but it's the, you know the campaign that spray really?

Really.

Yes. And so once again, you know as creating, creating things and Tushy and now Hero thinks and Tushy both multiple nine figure businesses is. You know it's funny because I really found myself moving between hard power and soft power. When I would get stressed, I can feel my chest tighten, I'd feel my throat tighten, I feel my belly tighten. And I would want to move quickly and I would solve problems and I would want to make things happen and then I would make mistakes. I would say the wrong thing. I would screw up. I would be too curt or too harsh, and then I would regret, and that would suck. And I would spend so much time beating myself up and being like, ugh. Like, I. I'm just. I just didn't have time to really unopen up that. That moment and just allow it to breathe and take a minute. And so now when I feel that tightness coming, and sometimes I make mistakes, and sometimes I say the wrong thing, and then I go and sit at my altar or I go sit in nature, put my feet in the ground, and I close my eyes and even if it's for, like, one or two minutes and just tune back into the, you know, father Sky, Mother Earth, and just t in, I can breathe. And I go back and I say, hey, I'm really sorry. That was really clunky how that came out. I really messed that up, and I'm here to try again. And, man, that is so refreshing to teammates when they were like, wow, like, you're. You're vulnerable enough to say you made a mistake. You. You know, it came out wrong. You're human. Wow. Okay, Like, I will give you grace and let's try again. And actually, what comes is actually a deeper connection. More loyalty, more. More connection than. More. More barriers and more like, I gotta still show up tough and whatever. And that just. It doesn't work. Nature's vulnerable. Nature, like, hugs, you will cry, will ravage. We'll be like a fire and just go. And then we'll hold you and we'll cry with you, and we'll just be with you. And that's just so important. So this is that same concept of, like, going from resenting conflict to resolving conflict. Resenting conflict to resolving conflict. So much of entrepreneurship is dealing with people. And for the longest time, I'd be like, ugh, I hate dealing with people. This is so my least favorite part. And this and that. It's like I have to waste my time just, like, you know, patting someone on the back or telling them whatever, and just, like, hearing their gripes and, like. And then I would be defensive and. But again, nature, how are you? How can you be like the ocean and just receive and just be the pool and allow for them, you know, to just share their feelings. And you don't take it personally. What they're sharing is coming from their lineage and their traumas and their challenges and their pain points and their experience. And they're all valid. You just. You can receive them. You don't have to take them off Want as truth to who you are and what you are, but you can hear them and help them compost their feelings. Take repeat back what they said. We'll talk about that right now. And then, and then you get to go and share your perspective. So one thing I learned in business about repair and about like learning from your between whether it's employee, employer, whether it's a board, whether it's a partner, investor, anyone that you run into misunderstandings with, it is part of of business, it's part of life, it is dealing with people. And there's just no objective truth in relationship, only subjective reality. There's no object. It's not like, well, this is what happened. It's like, no, this is my perspective of what happened. And this is your perspective of what happened. There isn't. No, this is actually what's happened. This is how I saw it and this is how you saw it. And they're both valid and they're both true to us. So let's just understand each other. And the way I think about it. So first what I do is what I've learned that when I'm excited and about like, yay, excited, I can, I can share with like my excited voice. But when there's repair and conflict, I've learned to like lower my voice and soften and get really quiet. Like when I'm like repairing with my, with my son's tantruming, I'm not like meeting him at his tantrum from. I'm just like, come here, babe. I'm like soothing him. I'm loving him. I'm not, you know, like fighting back or resentful or, you know, like defending myself when my son's like telling me that he's hungry right after he ate, you know, and so soften and decrease your vocal tone when resolving, just like, get quiet, you know, you're just like, ah, Take a breath. Then jump into each other's frame. This is how you do it. Let the more upset person get resolved first. You get points when you resolve first. And so when you let go of being right, freedom washes over you. You get free. So I'm going to quickly again, move quicker. You get to say, I'm a zebra and you're a whale. I don't know how to speak whale and you know how to speak zebra. We come from our lineage. We don't know how to speak. The fact that you're even able to understand what I'm saying right now, now is insane. Like, because we come from such different diverse upbringings, and the fact that my language and are kind of landing is magical. So if you're able to go into a conflict situation where you're like, wow, you're a whale, I'm a zebra. I wonder what it's like to be a whale. Let me try to understand whale better. And what? And then. And then so, like, you're like, okay, wow, whale share what you're. What you were experiencing. Then whale goes. And he's like, oh, wow. And then. Then zebra was like, wow, I didn't even know that's what you. I thought you were, like, thinking about this or defending yourself that way, but you're just a whale experiencing it your way. Let me repeat back to you what you heard, whale. And so then you're like, did I get it right? You repeat back what that you heard. And then the whale was like, yeah, thank you for hearing what I said. Then the whale's like, okay, now it's your turn, zebra. I want to get to know what zebra has to say. So then zebra goes and then shares. And then the zebra. Zebra. And then the whale gets to go back and say, okay, I think I understand. I speak zebra better. And then you get to go and repeat back what zebra says. And yes, it takes a little bit more time, but then things get clear. There's no resentments and stuff gets stuffed under the rug. And then you. Every little thing that you say thereafter now starts to, like. You start to make stories about it, and then it's just over. You now learned each other better. You get to clear the air, and you're like, oh, I thought you meant this. No, no, I actually meant this. And you're like, oh, well, I didn't know you meant this, this, but you actually meant that. Oh, that was it. But you wouldn't have been able to even know what each other's true hearts truth were unless you actually sat and learned each other's language better. So critical in business is to learn conscious communication. And here's a framework. You can probably take a photo of. This. This is just conscious communication. When you shared this thing, I felt sad, hurt. When you were late for this meeting, I felt a little disrespected. My need is that you. You're, you know, here on time so we can, like, start this meeting on time. My request is that if you're running late, if your kid's sick, or if something happens that you just quickly share with me, like, what's happening, that I'm not just waiting here, like, you know, feeling like you're Disrespecting me. So then the person's like, oh, my God, I'm so sorry. Yeah, my kid was late. Like, you don't have to get defensive. The person's, you know, accusing you. Like, when you did this, I felt this, oh, I'm so sorry to meet you, make you feel that way. Super important. This will change the game in business. You know, here's some. Another screen you can share. Here's like feelings and needs. These are some things that you can learn about. You know, how to share your feelings and how you share your needs. Okay, the next ring is within company, going from pedestal to path. And then at the end, I'm going to have time for questions. So I just want to get through this. So within company, going from pedestal to path. Like, oftentimes, as leaders, as bosses, entrepreneurs, nurse, we are put on a pedestal. We're put on a pedestal like, you know, you can't do. And then if we make mistakes because we're human, we're PMSing. We had a bad night, we got into fight with a boyfriend. Something happened in our life, and we come to work and we're not exactly perfect. We get to share as leaders. Hey, like, I'm. I'm a little tender today. Can we all just, like, you know, talk with our tender, our tender hearts today? Just because I'm going through some things and I, I can feel that, you know, for me, the week before my period, period, I'm hormonal. I'm so sorry. And it's true. And I'm not gonna. That's just me. And so I'm just gonna name it. I'm just gonna say, hey, it's the week before, so I'm gonna be a little quieter because I don't want what's going to come out of my mouth to be not cool. And so just know your cycles and part of knowing your cycle as a man, as a woman, as a human, it's okay. That's part of being a human. There's no apologies, there's no excuses. It's just like, hey, I'm on a path of growth, just like you. We are all learning and growing. We're all making mistakes. We're all going to screw up. We're all going to come back and try and repair as fast and as best as we can. And that also might be clunky. And I'm sorry. And I'm going to do the best I can. And I hope we can just meet together over and over again in the dojo of business. Which is, you know, of growing ourselves. So. So I think when you put ourselves on a path, on a pedestal, as a leader ourselves, we're like, I can't make a mistake. I have to be perfect. And you're like, anus gets more tight. You know, you start making more mistakes, you start saying the wrong things, you start doing the wrong thing. It's just take yourself off the pedestal. Take immediately and then take every. Let your team know that you're not. Like, we're all leaders here. Yes, there's, you know, decision making, but we're all in a path of growth, and it'll just take so much pressure off of you. And plus, this top down requires so much external validation. Whereas soft powers on a path. You know, nature is constantly, you know, repatriating its soil, evolving, just constantly growing. So are we. And it's beautiful. And let us celebrate that we're on a constant iterative process. That's beautiful. We're not perfect. Like, there's nothing wrong with that. Ah, doesn't that feel so much better going from a pedestal to just path of growth. I'm not perfect. I'm gonna make mistakes. Like, I'm gonna mess up and I'm gonna come back and say, hey, I messed up. I'm gonna put my ego aside and say, nature has no ego. How am I gonna become like the ocean and put my ego aside and say, I messed up, it's okay. And I'm coming back here and I'm trying again. Forgive me. I'm trying again, again. And by just trying again, they're like, oh, this person's trying again. Like, yeah, excuse my language, you know. So we've done monthly coaching calls at Tushy. We've done, like, coaching calls with our team. We've sat with our, you know, my. I brought my entire executive team to my altar. We've light lit candles at my. My hero team, you know, full of scientists and PhDs, and they're sitting at. At the altar praying to the nature goddess and the goddess Quan Yin. We're lighting candles together and just tuning into divine nature consciousness. It is so important to tune in when we're creation mode. When we're in creation mode. So, so important. And then I did the darkness retreat. I spent five nights in a cave alone by myself. I don't recommend that to everyone. It was one of the hardest things I've ever done. And you can turn all your lights off and put a blindfold on, and that's fine too. Sometimes you get distracted, but going to A cave in the middle of nowhere can help. But it brought up so many of my scar tissue and so much of my trust issues and so much of my stuff. We kind of roll over, we just like move through. We're like, yeah, like that happened but I gotta keep moving. But man, that left a thing, that left an imprint. Let's just sit and just let it, let it just let us feel it all the way through and let us fully compost it before we move forward. I spent. I went through one of the hardest things of my life. Life going through my, My previous. You know, two companies ago where I was, people said some crazy things about me and we grew so quickly. Nine figure business. I didn't have the right protections, I didn't have the. I just was so naive and so I just had. I was like, you know, like a layup when it came to what happened. You know, I just wasn't protected. And so I just was. Was in so much pain. And I remember just like for four years I did like therapy and trauma therapy and I, I did the work and felt all of it went through the humiliation, the pain, the sadness, the anger. The feeling of being misunderstood and betrayed and let down. And no one called me to fact check. And I was like so on this, you know, sad journey for a minute it. But I let myself feel it. And it's always good to have a timeline. That was a huge blow. I was pregnant with my son. I went through so much challenge and it was like a dark moment. But I was also like again protective. My baby hormonal and I didn't have a lot of the tools that I do now. But now it's like I put a timeline. I'm like, okay, something really challenging happened. I'm going to put a timeline on this. The next two weeks, weeks. I'm gonna just like pity party myself or the next this weekend or for a week full straight, go all the way in and just feel the rawr of it all. And then I'm gonna light a candle, I'm gonna let it go and then you let it wash up. That how. That's how cancer gets built. If you hold on to things. I'm. I'm not kidding. You build cancer when you're just like in resentment, when you're in anger, when you're in toxic like pain. The only. It only hurts you. And so it's so important to let it go and move forward and meet yourself and meet yourself in nature and it's okay. Nature will hold you with so much Love and help you compost it. I was able to really, like, slow everything down and sit with all of it. Just receive. To receive all of it. And to hold the little girl, to receive myself with care was, like, special for me. I was able to be less mistrusting and just more like, I can, like, trust my own body to. To take care of myself. Yeah, that was a deep, deep cut. That was a big one. And then going from projecting to radiating, that is, you know, again, like, yeah, when you're projecting yourself to the world, you're like, how do I want people to see me? Selfie generation Instagram being liked. Like, how many likes, how many comments, how many shares? Is like, we're in this selfie generation. It's so crazy. And we're constantly thinking about the way we're perceived by others, and we're projecting more and more and more to sell others on an idea of who we are. And that's just, like, exhausting. It's so draining to project something to someone, to something that we're not. Most people are not even aware of the energy it takes to project a certain image. And so when you move from projecting to radiating, we move from externally driven to internally driven. Externally to internally, we begin radiating. That's. That's the whole soft power radiating our authentic, true nature, our soft power magic. Like, what is true? And radiating gives us energy because it's just endless. It's limitless. And the irony is that we inspire others way more when we're internally driven and when we're radiating our authentic nature, then we're trying to project someone we're not. And being like, the perfect, you know, like all that, the things, you know, it's just. No, just write like you're texting your best friend. I talk about that all the time. Like, we just write, like, love at first shite. Like, limited time partnership. Like, just make it fun and funny. Like, we're not trying to be too serious here. Like, we are who we are. Let's just have fun and be ourselves and just be flawed and be perfectly human. And no two. Two vegetables are perfectly the same. That's when you know it's organic and from nature, when they're like, perfectly the same, that's when you know it's, like, manufactured and it's like, oh, it's weird. Like the. The juice comes from in, like the divinity of the imperfection in nature. This is the final piece. Ignoring nature to attuning to nature. You know, I met. I went to the Amazon rainforest, met Minari Chief Minari, the leader of the sober nation, his entire tribe has never been to the modern world. He's been to the modern world, but his tribe lives in the middle of the sacred headwaters Amazon rainforest. And it's so, so powerful. His mastery of leadership. You know, there's a difference between leadership and mastery. Leaders, you know, I call it 60, 40, you know, leaders, you know, give a hundred percent on the horse, charging forward, sword in hand, giving 100% of themselves. And they're just like ra are, you know, masters. Give 60, they're still like, you know, conducting. They're still, you know, gardening. They're still helping the soil, they're still watering the, you know, they're still part participating, but they create the spaciousness to allow for 40 to come to them. They allow, they receive like nature receives. Nature receives the sun, the planet receives the rain. There's still, you know, like, we can help, we can still, you know, the, the, all the ants and the critters are helping like turn the soil over and bring the, the poop, cow poop, all the way down with the dung beetles to like return the soil over. Like, we need all those things, right? So nature is patient, observant, knows when to hold, when to walk away. It's, you know, it's. Holding requires as much skill as going and doing. Nature trusts itself to move in cycles. So I'm just going to stop here. You know, soft powers attuned to these cycles and honors nature's cycles. Let us apprentice ourselves to nature, to nature, consciousness. Conscious capitalism and soft power equals a paradigm shift. It is a paradigm shift. If you want to learn more about soft power and this regenerative consciousness, I'm sharing a lot more on my Instagram @mickeyagros wall. If you want to share, see here. You know, go and check out hero, my newest project, how we're building HERO from soft power. Check out at Hero Diapers. Do follow us on Instagram. It's such a big moment for us to really build this in a new way. And check out Hero diapers as well. Thank you so much. I love the mindvalley community. I'm so inspired by the mindvalley community and I am here for this final couple of minutes for questions. I'm going to take. I'm going to lower look in here. Do you plan a schedule? Do you plan your schedule according to period, cycle? I actually do my best to now not take as many calls or meetings the week before because I am like, just, just. Yeah, just. It's not the best time for me to be out. In fact, like, your cycles do dictate. You should be, you know, like out in the world doing all your stuff when you're ovulating. And you should be really taking baths when you're on your period. And then when you're coming down from ovulating to your period, you should be starting to like, retreat. And then on your way towards ovulation, you should be taking, you know, making lists and doing that kind of stuff. So, yeah, super, super important. Yeah. As a man using soft power, how to request my family talk and discuss more. As a man using soft power. Yeah. Soft power is nature. Nature is. There's, it's genderless. I mean, you know, know, it's, it's, yeah, there's always making love, but it is both and it's. Soft power is powerful. You're just gentle. You're not, it's not meek. It's just like I'm in this, like I'm tuning into nature consciousness and it's just the stillness is the most powerful and the fire is like, ah, it's all of it. It's like when you're drinking in the, like the juices of the nectar of nature. It's magic, right? How do I embrace masculine. How to embrace masculine energies in, as in hard power. So when you're, when you encounter hard power, it is challenging. And let me tell you, like, I experience it too. And then I. Sometimes my wall comes up and I want to puff my chest out back and then I take a breath and if I make a mistake, because sometimes I do realize, react and then I take a breath and then I come back. It's okay to make mistakes again because then you're like ashamed that you reacted. Then you don't want to, you know, be ashamed that you react. So there's, you know, so it's just like, just come back to the mat. Just come back to the mat over and over and over again and say, that wasn't who I want. That's not how I want to respond. Let me try again and let me try again and let me try again and eventually your reaction will be your are soft power. It's super, super, super amazing when you get to do it in that way the first time. It's like a rewarding experience.

Thank you, Mickey. I don't want to, I don't want to stop you because this has been so amazing but just so beautiful to hear your perspective and, and, and I could see reading the comments, I know if you couldn't maybe the whole time, but so many people resonating with this idea, idea that it doesn't have to be forceful, right. That, that there's power in the present moment. And it had me thinking a lot about ancient Rome and how they believed that genius was something we could actually tap into. And every time you talked about just being still.

Right.

Preoccupied to the present, I wrote down, I just love that. And to see all of these ideas that have really come to you and not just come to you, but that you've actually been birthing them out into this world and just the incredible impact that they're having on our planet, on one another, and to be able to listen to a presentation like this from such a different perspective than we usually hear in business, but somebody that is absolutely, you know, leading in their field, shaking up the world and incredible entrepreneurs. So really, Mickey, thank you so much for just, just a shift in all of our own thinking of, of what is possible and the reminder of nature and the ability to slow down, down to tune into it and to let these ideas come to us. So such, such a pleasure to hear from you as always, always learning so much and just so grateful for your time. So thank you, thank you, thank you, Mickey. We send you so much love. We're so grateful for the impact and the difference that you're making on our planet and we're grateful for your time. So thank you guys. Lots of love to Mickey as we move on. Thank you, thank you, thank you. I'm so excited also. I, I mean this, this day has just been amazing. This whole weekend has been incredible and I'm learning so much with all of you. Truly incredible content and wisdom and insights. And as we continue on, I'm so excited to hear from our next speaker. He is globally respected entrepreneur. He's the bestselling author of Key Person of Influence and he's a leading voice voice in personal branding and business growth. He has built and sold multiple companies. He's been named Business Advisor of the year and Entrepreneur of the Year and he's one of the most featured guests on the Diary of the CEO. I've had the pleasure to meet him in person and, and he's so kind and just continuously, even off stages and off podcasts, shares his wisdom. And so I'm so excited to learn with all of you today how to create offers so compelling that people line up to buy. So everybody please give a warm welcome to this incredible man who is just an unbelievable entrepreneur. Everybody, please welcome Daniel Priestley.

To see you. Good to see you. Welcome. Oh, There I am. I'm there up on the screen. Caitlyn, good to see you. Thank you very much for having me on the conference.

So happy you're here. So many people excited. They're like, Daniel's coming on today.

Well, that is wonderful. And massive respect and massive gratitude for anyone who is taking out their Sunday to explore their passion and to figure out ways to get their value out to the world. It's not everyday kind of people who do that. Most people don't take a Sunday to work on something like their passion or to work on their business or to look for ways to add more value to the world. Most people are kind of, you know, taking a rest day, which is fine, but I just want to acknowledge and respect the people who have taken Sunday to be with us in this group. We got people from hundreds of different countries, we got thousands of different people tuning in live and a lot of people who are watching the replay as well. So it's a great honor, great privilege and thank you very, very much. We're going to talk about irresistible offers today. I have worked personally over the last 20 years on multiple startups. I've had seven startups that went zero to a million in their first 12 months. I've had three businesses that have gone north of 10 million. I've had agencies and groups of agencies. I've had software companies and groups of software. I've got a group of software companies, education and training, coaching and running retreats, all of those sorts of things. So if you do any of that sort of stuff, that is the grounding that my talk today comes from. So essentially I'm drawing from my experience of working in all of those different industries in those fields on constructing a great offer. So today we're going to talk about six different things for irresistible Offers. We're going to talk about selecting the right ideal customer Persona, having radical empathy for that person, constructing an offer that's right for them and then being ready to make sales, getting the pricing correct. Correct and doing some of the fine tuning. So we're going to get into that. But before I do that, I want to just acknowledge what it feels like not to have the right offer. So when you don't have the right offer, it feels like you're struggling to make money. It just feels like you've got all this value locked inside you, but other people aren't recognizing it and the money just doesn't flow. You're putting yourself out there, but just the money just doesn't come back. People are not signing up to what you have. You might feel really frustrated that you're extremely valuable, but only in front of a certain type of person. And you never get in front of that type of person. And you end up in front of the wrong type of people and they just don't recognize the value or they don't recognize the full value. You might feel like that your excitement for what you do gets in the way. So sometimes you might say, I'm so passionate about what I do and I'm so excited, excited for what I do, but that's actually holding me back. Like whenever I get in front of someone, I turn into a Labrador that licks everybody's face and they run away, they run a mile because I'm too excited about what I do. You might struggle to be able to charge your real worth. You might say, hey, look, I'm out there changing lives. I actually do work that impacts people's life and impacts their future. I have situations where a little bit of a coaching conversation and someone gets a massive result, but I'm not able to charge a price that reflects the kind of value that I'm bringing to the world. So all of those things are great symptoms for not having the right offer. And we're going to try and address some of that today. So if you can relate to those symptoms or something similar to that, let me know in the comments, because I can see your comments and it would be great to know that you can relate to some of that. Okay, let's get into our six step framework today because I've only got about 45 minutes with you, so we've got a lot to with these six steps. So the first one is selecting your ideal customer Persona. Your ideal customer Persona. We need to select someone who has money to spend. So I was on the tube the other day in London and I saw there's a new brand of cat food and they have lots and lots of different types of cat food. They have roast chicken, they have salmon, they have pate, they have cod, all these kind of amazing flavors. One thing I noticed that they didn't have and they didn't have mouse flavored cat food. Now, cats love mice. I've got a cat and my cat occasionally brings me a mouse and it's very proud of its mousing abilities. But there's no mouse flavored cat food. So I wonder why is there no mice flavored cat food? And the reason for that is because cats don't actually have credit cards. If they did have credit cards, then they would definitely have Mice flavored cat food food, because that's what they would go online and that's what they would order online themselves if they had a credit card. It's only the cat owner that has the money. So everything that the cat food company creates is not created for the cat, it's created for the cat owner. So the thing that cat food companies do very, very well is that they understand who the real buyer is for their product. They know that the cat is important, but actually the cat owner is the one who makes the decision. So the cat food company targets their mindset towards the cat owner, not the cat. Now, a lot of entrepreneurs don't do this. They are not targeting someone who has a lot of money. They're not targeting the type of person who has money to spend. They're targeting the type of person who may get huge value from what they do. They might enjoy what they do, they might be the ultimate end user for what you do, but they're not the person who's got the credit card, they're not the person who's got the money. So we need to start with the idea that your job job is to target someone who actually has some money. So one of the most useful ways to think about this is the three types of markets that you could be targeting. Market number one is the luxury market, which is the top 1%. The top 1% have about 15% of the budget to spend. Market number two is what we call a niche market or a niche market if you're in the USA and that's 9% of people. And these people are very interested in community and they're interested in passion, and they're very affluent typically. And they have, these are 9% of people who have a total of 45% of the budget. So they really punch above their weight. Then we've got the mass market. And the mass market is the vast majority of people mostly typically focused on price. They like to get as much for their money as possible. They have a fixed budget and then they try and get as much as they possibly can for that budget. But 90% of people share in just 40% of the budget. So one of the first things that I encourage you to do is to not go after the mass market, but to go either after the luxury market, which is the 1% who have 15% of the budget, or the affluent niche market, which is the 9% that have 45% of the budget. So if we were to break it down to price points, one person has 15 grand to spend, nine people would have five grand to spend, 90 people would have have 445 to spend. Right. So this is really, really clear that we need to be up that top end. So for most of you, the affluent niche market is the absolute best place to be going for. So you're looking for someone who shops based on passion, based on being part of a community, based on education and training, based on finding something that truly fits their needs. And that is not a mass market, mass produced thing, thing. Right. We're looking for those types of people. And it's really important to acknowledge that when we look at those numbers of 1% having 15%, 9% having 5% and 90% having $445, what we can see is mathematically 90% of your value depends on who's looking. So if someone in the mass market is looking at what you do, they're going to see you as $445. And if someone in the niche market is looking at what you do, they're going to see you as $5,000. So, so there's like a 10x uplift mathematically on what people view your value to be. So a huge part of your value is being in front of the right person. So we have to get fine tuned onto an ideal customer Persona. Now if you don't have an ideal customer Persona, then the default will be to fall back to the mass market. You will always produce marketing materials for the mass market. You'll have a marketing message for the mass market. We want to make sure that you really get yourself focused, focused on that niche market. A great question that I want you to ask yourself is who has the most to gain from what you do? Who is the type of person who has the most to gain from what you do? If we take Esther Perel. Esther Perel is a relationship specialist, a marriage couples therapy specialist. She knows that if she's talking to single people like Marty, Marty doesn't have a lot to gain from what she does because he doesn't have a marriage yet. So he might buy a ten dollar book and think that's expensive. Kate, she's 41, she's happily married, she has 135,000 a year income and she is happily married. But she wants to invest in her marriage. So she's happy to spend $3,000 and she might think that's a little bit expensive, but she might go for it. $3,000. But Nina, who's 54, considering a divorce and has 60 million dollar net worth, she would happily spend $250,000 a year and think that that's cheap. Cheap, right. So she would think that it's an incredibly cheap deal if it works, to spend quarter of a million dollars with Esther Perel. So this is what I mean by 90% of your value, or at least 90% of your value really just comes down to who's looking. So you need to ask that question, who has the most to gain from what you do? And when you can answer that question, then we go looking, we find our ideal customer. Now, here's a great prompt and some of you, I want you to screenshot this or just take a photo of this, this. And you can use CHAT GPT to help you to develop a, an ideal customer Persona. You literally just prompt, I'm developing a new offer and marketing campaign based on what you know about me because ChatGPT knows a lot about you. Help me to develop an ideal customer Persona who I should be focused on. I want to work with an ICP who has money to spend a clear problem that I can solve and would be energizing to work with. Ask me any clarifying questions and then make some recommendations. Now, if you can prompt ChatGPT something along those lines, ChatGPT is going to start giving you ideal customer Personas that you can start focusing your mind to. So that would be a really great prompt to explore after this workshop or maybe next week. The next thing we need is called radical empathy. So we need to understand what makes our customers tick. We need to understand what is it that makes our customers buy and the reason that every customer buys every service, single thing is one word and it is the word tension. People buy to resolve tension. And I would love it if you would write that down. People buy to resolve tension. The reason people buy anything at all is because they want to resolve tension. So that's a key insight here. People buy to resolve tension. So if we take something simple like an airline seat. Why did someone buy an airline seat? Well, the reason they bought an airline seat was not because they like seats that can fly. It's because they were sitting at home and they were feeling a bit bored and they're a bit frustrated and they started imagining or they started connecting with the fact that they haven't been on a holiday for a long time. Then they started thinking about all the lovely places that they might want to go and then they started thinking about all the things they would have to do to pack and to be ready and to, you know, go, go on that holiday and all of that, thinking about where they are now. Where they want to be and what's in the way created a moment of tension. And the airline seat was actually just a way of resolving that tension. It was a way of actually relieving the feeling of tension. So we need to understand that before anyone buys anything from you, they're going to go and experience this moment of tension. So you need to be an absolute researcher into what causes tension for your customers, your ideal customers. So the way that we research this is that we want to get a clear insight into their current reality and in particular, what is less than perfect about their current reality. So we want to know what type of person are they when you meet them? Because we have to meet people where they are in order to sell them something. So where are they currently? Where do they work? What kind of income do they earn? What's their family situation? Perhaps, you know, what frustrates them, what annoys them, what do they love? What are they proud of? Of what YouTube channels are they already paying attention to? What books are they already reading? What kind of discussions might they have with their friend when they're having a cup of coffee and they're catching up and they're talking about their life as it relates to what you do, the area of life that you help them with. Right? So we need to understand the current reality and what frustrates them about that. The next thing that we need to look at is what is their desired reality. So if they could wave a magic wand, what would they wish would have happen? Right, so here's the funny thing. People actually don't buy products and services. They buy into a movie that they're playing in their head about what life will be like after they buy the, the product or service. So when someone buys something like a Ferrari, let's say they're actually not buying the Ferrari. They're not buying the metal and the, the tires and the, the engine and the gearbox and all of those sorts of things. They've got a little movie about what it would be like to own a Ferrari. And in the movie, they're driving down a highway or they're cruising along with a friend. Maybe someone's looking at them and noticing that they're in a Ferrari. So all of that's part of the movie. Now, if you told someone that they were allowed to buy a Ferrari, but it had to stay in a storage unit and they weren't allowed to drive it and they weren't allowed to live the movie, then very few people would actually buy the Ferrari. The reason people buy the Ferrari is because they want to get to the movie that they're playing in their head. And that's true for absolutely everything that we buy. We buy things because we have a little movie about the desired reality. So we've got our current reality, which is less than perfect. We've got our desired reality, which is the movie that we're playing in our head about where we'd like to get to. And then there's a little bit of a gap between those two. So because there's a gap, we begin to feel moments of tension. We say the current reality is not the same as the desired reality. So it's starting to feel a bit of a tense situation. Now, the tension really ramps up when we add in something called obstacles. Obstacles are all the things that have to happen in order for you to move closer to the desired reality. So as soon as we ask the question, how come you haven't already done this? Or as soon as we ask the question, what have you tried that didn't work in the past? Or what are some of the things that have stopped you from getting the result that you want to achieve? When we encounter the obstacles, that's where we really get the moment of tension. So current reality and desired reality, that creates tension. But current reality, desired reality, and obstacles, that is the real tension that we need to pay attention to, that we need to get into. So one of the things I want you to do is I want you to do something called clipboarding. Clipboarding is where you talk to more customers and you ask them some questions about their reality and their desired reality and what stops them. Before I create an offer, I love to do about 30 to 150 survey responses. I typically present people with a very basic slide deck or a very basic landing page. And I just basically say, you know, here's what we're going to be doing, and I'd love for you to tell me a bit about yourself as it relates to this. Can you give me an expression of interest? Can you fill in a bit of a survey response? Now, a way of doing this that is really powerful if you're an entrepreneur is called a waiting list. It's not actually a survey, but it's a waiting list, which means, are you willing to join a waiting list for this? And as part of joining the waiting list, you fill in a survey. Survey. So recently I have been exploring a new software that we're going to launch, and we just set up a waiting list, and we said, hey, this is a new AI software to help you to script More content and to record more video content. And we said, if you're interested in that, then put your first name, last name and email in here and join the waiting list to create some scroll stopping videos in minutes, not hours. Right? So that was the promise of what we said we were going to to do. Now we put that out on some social media campaigns. 4,000 people began filling that in, but only 3,700 people answered a series of about nine questions. So we got 3,700 people who filled in the waiting list and actually entered the joined the waiting list. But what was really nice is we got them answering lots of questions and telling us a lot of information about themselves. So, so like, one of the questions was this, assuming this technology is impressive and useful, which price point would you be expecting to pay? Now? Of course, $39 a month was a very popular option, but I was quite surprised. 79amonth was quite a lot of people. Even a lot of people said $129 a month. Even quite a lot of people said $279 a month would be fine. We also asked questions like, what's your biggest challenge when it comes to video content? Right now? Now, I was quite surprised to see a third of people really struggle with video ideas and overall strategy. So essentially I'm gathering my picture as to what does it look like to be someone who's struggling with this? What kind of words do they use and how do they think about their situation and how do they quantify, you know, the value of what it is that we could do for them? It's very, very important that we meet people where they are. Because. Because if I go in and talk about recording and camera confidence, only 17% of people are interested in that. But if I go in and talk about video ideas and overall strategy, a third of people are interested in that. So it gives me the guidance to know what to talk about, to capture people's attention. So you gotta meet people where they are. You can't meet people where you want them to be. You've already been on a journey, you already know a lot about your time topic. You've already done coaching, you've invested in education and training, you've read the books, you've watched the videos. You're already 10 steps down the journey and your customers are not there yet. Right? So one of the biggest mistakes that you can make when presenting an offer is you present an offer in the language of someone who's already further along. You present an offer that seems more realistic for someone who's further along and you forget what it's like not to know. You forget how to empathize with the person who's 10 steps behind you, who hasn't read all the videos, who hasn't been on the courses, who hasn't invested the way you've invested. So you're not connecting with these people because you're not being relatable to their situation. You're expecting them to magically be at your point as opposed to going and meeting them at their point. Right. So we've got to meet people where they are. Now, here's my second prompt for you. I'd love it if you take a screenshot of this or take a photo of this so that you can follow up with this next question week. And you might want to prompt ChatGPT after it responds to the first prompt. You might want to prompt like this. I want to better understand my ideal customer Persona. Explain their current situation and why it's less than perfect. Describe their desired outcomes that they want me to assist them with, and what is their dream scenario? Explain their obstacles and frustrations. Why haven't they solved these issues before? What's holding them back? What are the sources of those frustrations? What do they secretly wish that I could offer them? Right. So that would be a really cool prompt that would get ChatGPT to start advancing your understanding and your empathy for your ideal customer Persona and the current situation that they have. Okay, so screenshot that. Take a photo of that before I move on with my slides. Okay. Step three is that we need to create. Create what we call a path of least resistance. So here's the funny thing about what people buy. People don't buy products and services. They don't buy offers. They don't buy stuff. People buy what we call a path of least resistance. They're looking for a way to go from where they are now to where they want to be without hitting any of those obstacles that they're worried about. They're looking for something that feels safe and trustworthy. They're looking for something that's energizing, fun, or uplifting. They're looking for something that gets them there fast. And they're looking for something that fits within their budget where, for them, it represents great value. So that's essentially what people are trying to do. They're trying to go on a path of least resistance. One of the biggest breakthroughs that you can have around your offers that you create is rather than seeing them as products and services, start seeing what you do as offering A path of least resistance from where someone is to where they want to be, be without hitting their obstacles, right? So I want you to just really mentally adopt the idea of a path of least resistance. And you, as the entrepreneur, you are going to be playing a different, a couple of different roles in this whole process. Role number two, not role number one. Role number two could be that you deliver the product and service, right? You might say, I am a coach and I'm great at doing coaching. So. So part of what you do as the entrepreneur is to deliver the work. You might say, I'm a really good workshop facilitator. So part of what you do is facilitate the workshop. That's role number two. But role number one as the entrepreneur is to be the architect of the offer, right? So role number one is to step into the shoes of the person who's going to design and develop the offer in the first place. So rather than just simply thinking of yourself as a delivery mechanism, as a service provider, as someone who's providing the supply of something, I want you to think of yourself primarily or at the beginning as the architect of an offer, the person who's designing the path of least resistance for someone to follow. Now, a really great way to think about this and to kind of mentally take on this role is I want you to imagine that your ideal customer is actually on the other side of the world. They're like, if you're, if you're here in the UK or the usa, your ideal customer, imagine that they're actually in Sydney, Australia. And in Sydney, Australia, they're saying, hey, I'm happy to pay, right? I'm happy to give you my money, but I need you to be able to develop a solution for me that I can execute here on the other side of the world. I want to do this in Sydney, Australia. So I'm going to pay full price, I'm going to pay you a lot of money. But what I'm looking for is for you to develop something that I can basically engage with here in Australia, right? So it kind of the reason I use this is it kind of mentally puts some distance between you and your ability to supply whatever it is that they do. So it helps you to think like the architect of this. So what you're going to do is you're going to go through a few different things to create a solution for them. So here's what you're going to do. Number one, you're going to come up with the three to seven big principles that for you are the Guiding principles that will guide your product or service that you're offering, guide your offer. So a friend of mine is Eric Admittis, who many of you know very well, he's the creator of the WildFit program. So he's the architect of that offer. He created the WildFit offer, and he's got some big principles as part of the WildFit fit program. So principle number one is called seasonal living, that you need to live in accordance with the seasons. Principle number two is that no willpower should be required in order for you to be healthy. Principle number three is you need to be aligned to human evolution. And principle number four is you need to understand the six types of hunger, right? So he has these principles. These are the big guiding principles that are part of his program now. It's the principles that set you apart, right? It's really, you know, a lot of people focus on the actual to do list and the process and all that sort of stuff. But you need to start with the guiding principles. When Steve Jobs created the ipod, he said, guiding principle number one is, I want it to be. I want it to be easy to operate with one hand and just a thumb. Because he loved the Sony Walkman, and he loved how with the Sony Walkman, you could hold it in one hand and you. And you could push play and rewind and fast forward, and you could do all the things with just one hand and a thumb. You didn't have to use two hands. So Steve Jobs said, I want the ipod to be able to be used with one hand and your thumb. And that's what led them to create the thumb wheel. He said, I want people to feel like they've got a thousand songs in their pocket, right? So the principle number two is like, I want it to have this feeling that you've got all the music you could possibly handle, and it's just there in your pocket. So he created the principles for first, and then they looked at how they would build the actual product. So what I want you to do with your offer is start with your principles. Now, it's often the case that your principles will look something like this, right? So this is like the principles of health and wellness. And you might have your five core principles of health and wellness, and you will have your maxims, and you'll have your way of saying it, and you'll have your way of describing it. And what we're looking for is truly unique principles, right? Things that really, really, the combination of those principles make it unique to you. I wrote a book called key person of influence. And I said the principles of building a personal brand is that you have to be good at pitching, publishing, products, profile and partnership. And actually if you can get all five of those together, those are the five big pillars or the big principles of becoming a key person of influence for what you do. So you got to start with the principles. So rule number one is what are the three to seven big ideas that you want people to know about what it is that you do, Right? So those are your guiding principles that you're going to create. Rule number two is that we then create. After we create the principles, we create the process. So what we're looking to do is create a step by step process. So if we go back to Eric Admidis, he's got his principles, seasonal living, six types of hunger aligned to evolution, no willpower required. And then we go into the process and we say, okay, it's a 90 day transformation program. It has this, these points of education and has this group accountability. It's got these one to one check ins, it's got this WhatsApp group, it's got this online portal, right? So now we're into the process. Now we're actually architecting. This is what it's going to look like as a designed product. And we're putting in all the things that people need in order to experience those principles. So this is called having a process. So this is where you come up with a step by step, step. How do you want people to progress through this path of least resistance? Now at this point I want to remind you that the more steps is not necessarily the better. Remember that people love things that are better, faster, cheaper and less effort. People like less effort over more effort. If your customer could, they would love to buy a magic wand, they would love to buy a magic pill. They don't necessarily need, need the 99 steps in order to get the result right. So your customers probably want it to be less than you think. A big mistake that I see a lot of entrepreneurs make is they think that they have to like throw the kitchen sink at their customers. They have to do absolutely everything and they've got to create this really all singing, all dancing, super complex product. And then the customer sees it and they go, oh, this feels so heavy. This is exhaust. You know, I just wanted to go on a holiday. I didn't want to like have to learn a new language or you know, build an airplane or whatever it is. It's like I just want to be able to, you know, effortlessly and you Know, fun and easy and just go on a holiday. Right? So remember, empathize with your customer. They want it to be fun, they want it to be easy, they want it to be uplifting, but they still need steps by steps, right? So you do have to create step by step. So where is your principles? Looked like, like, you know, five pillars or three to seven pillars. Your process will be kind of like a little bit of a spreadsheet that says, this is what we're going to do. We're going to do this and then we're going to do this. We're going to execute this and we're going to execute this. It's kind of going to be a bit of a formula, a step by step formula that your company will know and your team will know how to deliver that. And then the final thing that you can do is you can look at what do you want to package in, right? So you can package things in. Now here's an interesting one. If you package things in, a lot of times people think that they have to have developed everything that's in the package. So, for example, you might say, oh, well, I would really love to package in an accountability app, but I haven't created an accountability app. Well, guess what? Someone created an accountability app. You can just package that in. You might say, oh, I help people with their diet, exercise and health. I guess I'm going to have to develop an online calorie tracking app. No, you're not just package in a calorie tracking app. Oh, I guess I'm going to have to package in some. I guess I'm going to have to develop some sporting equipment. No, just buy the sporting equipment and send it to them. Think about an Italian restaurant. You go to an Italian restaurant and in the restaurant, restaurant they create the pizza. Right? They've got a pizza oven and they create the pizza, but they also package in the wine. They didn't create the wine. They don't have a vineyard. Right. They just went and bought a bottle of wine and they just brought it to the table and they put the bottle of wine on the table. They didn't need to grow the grapes or make the wine. They just package it in. So a lot of you could create a much more attractive offer if you just simply packaged in the things that people need. So, for example, example, a personal trainer that I know increased conversions by creating a gym bag that had everything from the shoes to the resistance bands for when you're traveling, to fitness clothing that felt great, a voucher to get a Professional photography shoot after the fitness transformation, a before and after photo frame where you're going to put the before shot and then the after shot's going to go in the other half of the photo frame. So all of that stuff is just bought on Amazon and just compiled and put together and all of it comes up to about $200. You put all of this, or $250 or whatever it was, you put all of that in the bag and you just package it in and you just add $250 to the, to the cost of the package. However, it does like, you don't have to make it necessarily profitable to packaging that stuff, so long as it makes it more desirable, right? So even if you're not adding things that are profitable, if it's making it more desirable, tangible, real, if it's making it, you know, just easier for the customer, then they're loving the fact that you've just packaged that all together and it's all part of the package. Alright, so you can package things in. Okay, so step four, what we want to do is we want to do step four. We want to sell first and then build, right? Sell first, then build, build. So here's something that's worth knowing. 50% of the brain is dedicated to something called visual processing. The brain is very, very visual. So we take in huge amounts of information through our eyes. And if you don't make your offer visual, half the brain switches off, right? So let's just have a quick look at the brain, right? So let's some, some interesting numbers here. 50% of your brain is involved in visual processing processing. 70% of your sensory receptors are in your eyes. 90% of information that enters the brain is non verbal. The brain can get a sense of a visual scene in less than 1/10 of a second. And the brain processes visual information 60,000 times faster than it would take to decode, right? So you've got to make your offer visual. Now here's what's really wild. What's wild is that every single day of the week, every day of the week, people invest hundreds and hundreds of thousands, if not millions of dollars each buying property that doesn't even exist, right? Happens every single day in every single city. How is it that people part with a million dollars or half a million dollars for a property and the property does not even exist. The reason that people will part with the money is because the brochure exists. So they will read the brochure, they'll go in and they will have a look at the little Plastic model. They will go on the website and they will see the nice pretty website that shows the image of what it's going to look like. And their brain has enough visual information for them to make a million dollar decision based on a brochure, a model, a website, right. Maybe a video, right. A few of those things and people will literally make a multi million dollar decision decision. So what I see a lot of people do is they just think that your customers are mind readers. Your customers are not mind readers. You absolutely have to put it in to a visual document for them. You've got to make it visual or else they just will not engage with it. So once again, the first things that I'm doing when I'm creating an offer is I'm creating landing pages. This is going to freak some of you out, some of you are going to be absolutely like blown away. So buckle up and get ready for what I'm about to say. And don't fall off your chair when I say it. One of the things that I love to create, even in 2025, is a physical brochure for what I do. I know that's crazy, it sounds totally insane, but a physical brochure is so powerful because it gets my entire team on the same page as to what it is that we're selling, what it is that we're going to be offering. When I meet with customers, especially Those first, first 30 to 150 customers, if I can meet them in the physical real world and show them a physical brochure, that always elicits a really positive response. The process of creating a physical brochure also forces me to formalize what I want to say about the product. It forces me to formalize my principles and my process. It forces me to pick the visuals. It forces me to create something that is going to be appealing to my ideal customer, person, owner. So it pushes me down the pathway of making decisions about my product. So that brochure, I know it's so old school, it's such a weird old thing to create. But that brochure is one of the most powerful tools for creating an offer. If you haven't ever created a physical brochure for your offer, I highly recommend it. Now, a fallback position that is still very powerful is the fallback position of creating landing pages. So landing pages are also just beautiful. We want to create some landing pages, right? So putting together a landing page. Now the type of landing page that I want you to start with is called a waiting list landing page. So waiting List landing page is purely and simply, you're going to give some illustrative designs and you're just going to get people to join the waiting list if they're interested. So you don't have to create anything. You don't need a manufacturer, you don't need to spend any money. You can just literally create a waiting list landing page that gives people a general gist as to what's coming next. And then people can opt in if they want to. So here's a waiting list for a tote bag, right? Coming soon. The luxe tote bag is limited edition with only 50 available. Join the waiting list. Right, so it's just a simple page. Here is a retreat in Tuscany, right? So maybe you've had this idea and you think to yourself, wouldn't I love to take 12 clients to Tuscany and we do a special retreat in Tuscany, right? So join us for your business retreat in Tuscany. There's only 12 spaces available. Join the waiting list. Now you can make decisions about what images you want to put on there and what you want to say about the product. All of that can go onto the landing page. Our fantastic new XYZ service is on the way. Do you want early access to that?

Right.

It's the latest innovation. Join the waiting list. You'll be part of the inner circle community who get priority access as soon as it lands. Join the waiting list. Right? Supercharge your XYZ topic, right? Join the waiting list and supercharge your business. Join the waiting list. Supercharge your health. Join the waiting list to supercharge your relationship.

Right?

Get better results with that topic in the year ahead. Join the waiting list. Another type of landing page that's really powerful is an online score. Discover your wellbeing score. That's a great way for people to engage as a pre step towards the offer that's coming. A mini course, right? Join this mini course or take the mini course. You could create five, five minute videos and people could opt in for those and then they get the offer that's coming next. Discover your profile. Secure your spot on the workshop that's coming up. Join the discussion group. Right? All really powerful little landing pages that help you to clarify your offer. Okay, here's my next prompt for you. My next prompt is design a special offer for my ideal customer Persona. I want the offer to be centered. It should say I want the offer to be centered around three to seven big principles. I want the offer to have a clear step by step process. I also want to package in several Products and services, software applications that will make getting their desired outcome better, faster, and or more software safe. Write a detailed offer description that will go into a brochure. Include the marketing copy and product specifications. Now, you don't want ChatGPT to do it all for you, but it's a really good starting point. It's a little bit like if you run a bakery. ChatGPT creates the sponge cake and then you ice the cake. You make it special. You bring your personality to it. You bring your stories and your success and your insights to it. But ChatGPT can help you with the first, you know, 60, 70%. So it's pretty powerful to do that. Take a photo of that or screenshot it and. And away we go. Okay, let's talk pricing. So for starters, remember that there are two types of people. People who love to throw time at a problem or people who love to throw money at their problems. You want to be talking to people who like to throw money at the problems. Remember, cats don't have credit cards. Don't sell to cats. Sell to the cat owners. It's no good having mouse flavored cat food. You must have something that the person with the credit card wants, right? So really important. Okay, so there's a few ways to think about pricing. The first way to think about pricing is called value based pricing. So people pay more when they can clearly calculate the value. So if I was to say that what I'm offering you, let's say I'm going to offer you something and I say this will generate, if I could give you a calculator, I said this will generate a thousand leads. And of those thousand leads, 4% of people will buy and they'll each spend $10,000. And we can calculate that as being $400,000 worth of new business. And I say we can help you generate $400,000 worth of new business. Here's the calculation calculation. Would it be worth spending $40,000 to get that $400,000? And the truth is that if you can clearly calculate it and people can buy into the calculation, then people will happily pay a percentage of that. What I've discovered over the years is that somewhere between 5 and 20% of the calculated value strikes people as being great value. So if you can create some sort of calculator that calculates the upside value of what you do and then price yourself at between 5 and 20% of the calculated upside value, most people immediately think, yeah, okay, that makes sense, right? That makes good value sense. Not always. And I'm Going to give you some other ways to price, but most people say, okay, fair enough. That, that does make sense from a value perspective. Here's another prompt for you. Prompt. Calculate the value of what I can deliver to my ideal customer, person, owner. Take into consideration the value of their time saved, the value of avoiding mistakes, the value of not missing opportunities, and anything else that could be quantified. Calculate an actual value of what the outcome is worth to them over the next one to three years. Not just immediately, but what would it be worth over one to three years? See, the higher you can realistically get that number as to what you're creating for them, the better off you are. Are key idea here is that do it yourself is obviously worth a lot less than done for you because of the value of people's time. Okay, the next pricing strategy is what's called demand pricing. Demand pricing is the idea that people pay more if they have to pay more. And the only reason people have to pay more is because there are plenty of people who want something and not enough people to offer it, right? So when demand is high and supply is low, people have to pay more. When supply is high and demand is low, people don't have to pay more. So they'll just pay at a loss. And unfortunately, there are many valuable people and very valuable services and valuable products and services, but they're in plentiful supply and therefore they're sold at a loss. And there are things that are fairly frivolous, but they're highly in demand and there's a limited supply, so therefore they're sold at a profit. So keep in mind, just purely and simply being the architect of demand and supply tension is a really powerful way to get a higher price. If you limit what you do to 12 or 50 spots, or 100 spots, whatever it is, if you limit what you do and then you can manufacture a lot more demand than that number, you're going to get profit. Then the final way that I want you to think about pricing is gold, silver and bronze, where you actually create three options. And you have a entry level, a mid tier and a top tier offer, right? You can, you know, create those three pricing plans. And also if you're going to do this, this approach, I want you to also do what I would call the VIP tier, which is the platinum, right? For someone who says money's no object, I want the very best money could deliver. Okay? So prompt four, create four pricing tiers for my special offer. Offer bronze at a lower cost option with the basics. Note this option Requires more effort on behalf of the customer. Silver, mid tier option with the basics and a few frills. Gold, a top tier package with frills and exclusive bonuses. Platinum, highly exclusive option with no expense spared. Designed for celebrities and billionaires. Now, if you put that in, you'll get some really good options that come out. Okay, finally, we're on step six. Step six is called fine tuning for something called product market fit. So product market fit is where we actually develop a product that really, really hits the basis for your customers. Now here's what we want to do. When we've got an offer, we want to take it out to 30 customers and we conduct something called a 30 test. And a 30 test is where we sit down with 30 potential customers and we do 30 sales meetings and we record them, we transcribe them and we put them into ChatGPT and we get feedback about those 30 meetings. We want to measure things like conversion rates, objections that people had, suggestions that people made, different hooks, what captured people's attention, pricing plans that people requested or resisted, and guarantees that people wanted to have. Now what I like to do is just when I do those 30 meetings, I either put my notes or my transcripts into ChatGPT so that we can get the collective results back. Here's what we end up testing next. We typically add once we, once we're ready to, we add testimonials, we add expert praise. We do a risk reversal and we do payment plans. In fact, Vishen is coming on next or later this afternoon and he's going to show you an amazing example of how he has reversed risk when it comes to mindvalley Entrepreneurship program. Program. And he's a master at making things risk free. So what he's actually created, and we were talking about it before, he's created a way for people to engage with mindvalley and he takes on the risk and he reverses the risk so that it's risk free for somebody to engage with mindvalley. All right, really brilliant. You wait and see how he does it and you'll be seeing a master in the master's workshop. So you can basically add those and you'll get great results. So here's the problem.

Prompt.

Analyze my notes from 30 sales meetings and then help me to improve my offer and my pricing plans. Suggest ways that I could make my offer even more appealing to my ideal customer. Suggest other ideal customer types that I may not have considered.

Right.

So that would be the prompt there. Okay, so there we have it. We've talked about Six steps for improving your offer. I hope you've really enjoyed that. I would love to see in the chat what has been your best light bulb moment moment from that presentation. So after all we covered in the last 45 minutes, what has been the top light bulb moment that stood out for you? Let's see a few of these light bulb moments. The different approaches to pricing. Having some radical empathy. Doing some more surveys. Cats don't have credit cards. Excellent one. Literally everything you said. Okay, very cool. The whole thing was a light bulb moment. The best talk ever. Amazing value based pricing. Creating the gap that creates the tension. Sell first, then build. Someone said forget light bulb moments. It was a whole Christmas tree of light bulb moments. All right, thank you very much. Very, very cool. Okay, so I'm glad you got some value from that. I'm looking forward to seeing what you're doing with with it. Stay in touch with me and I look forward to hearing about how your business has succeeded. All the best. Back to you, Caitlyn.

Daniel Priestley, thank you so much. What an incredible talk.

Wow.

I'm still seeing the chat going off. I love so many things too. I took so many notes. I've never thought about this brochure and I saw so many people in the chat being like old school. Yes. And it's so amazing to have something tangible to share with you.

You.

I love the beginning of the lab. I don't know who else feels like that sometimes you're just so excited. But we start off with this energy. But I hope everybody took, took photos of everything. So many incredible prompts. And I know we talked about this a little bit yesterday Vishen some of the other speakers were talking about the ability to use AI and this is incredible. So many props that we can use right now to ask chat GPT, ask the AI how to help us simplify the idea of, of taking, you know, your last 30 sales calls and putting it in there. How do we make these, this better? How do we create these tier systems? You guys can see why Daniel is such a brilliant at his craft and I'm so grateful for all of his insights.

So much.

I'm just looking at my notes with all of you. So many, so many incredible golden wisdom nuggets in there. So we, we have a surprise right now, guys. So if you guys have been following along with the schedule, it shows that vision is next. But let's go back to Daniel's presentation. He talked about principles. Everyone remember that the principles. And he used somebody very specific who does a phenomenal job at this Eric Ed Meats Wildfit. He's going to be joining us in just a second. And for those of you if you're not familiar, Eric, Ed Means is such an unbelievable human being. Not only has he built and scaled multiple companies, he's also known for his powerful insights on business, business systems, sales, psychology, and leadership. He's built Wildfit. So many of you have taken Wildfit on this. He's an unbelievable trainer and, and speaker, and he teaches. I know Vishen mentioned yesterday that he's the only person that Vishen recommends to have speaking school with. And he is just such an unbelievable human being. And today he's going to share something really, really cool with us. And it's called inceptive marketing. It's how you can sell without having to sell. How many of you would feel so much more relieved if you just understood the psychology of designing your business so customers can naturally pursue you and make your sales effortless, authentic, and just true to who you are? So joining us now for this surprise appearance, and I know so much wisdom, everybody, please welcome Eric Edmunds.

Hey, hey, hey, Caitlin. Thank you so much. I have to say, like, I generally enjoy doing what I do, but when you introduce me, it makes me feel like I really have to step in. I have to really deliver something because you've made it magical. So thank you so much for the great information.

You always do. We're excited.

All right, guys. So much fun. And by the way, a real honor and just a wonderful opportunity to work with Daniel. Follow Daniel. I'm going to tell you guys something about Daniel. I've known Daniel for many, many years. He arrived in the United Kingdom with a credit card and a dream. And all of our mutual friends say, you guys should meet each other. And we ended up doing that. And some years later, I wasn't doing any speaking at the time, and I had just started doing some speaking in the health space. You know, many of you know, I'm very interested in health. And it was, this is pretty wild fit. And Daniel called me up one day and he's like, hey, would you. Would you come and speak for my. I've got a group of entrepreneurs that I'd love for you to come and speak for. And I was like, yeah, that'd be great. I'd love to do it. I'm kind of cutting my teeth on speaking, speaking, and I'm looking for ways to practice. And, and, and, and so I got there, I drove to London and, and I went there and, and, and then Daniel says, are you ready? And I'm like, yeah, I'm really ready. He goes, can you just give me an idea of what you're gonna. Of what you're gonna share with everybody so I can introduce you properly? And I'm like, yeah, yeah, I'm gonna show them how to have more energy and. And I'm gonna.

Yeah.

Improve their health, and it's gonna be. And he goes, what? And I go, yeah, yeah, we're gonna talk about food and metabolism. He goes, what? No, no, I brought you here to talk about business. And I was like, business? I've never spoken on business. He said, well, but you. You started your company.

My.

My barcode data capture company. My clients were like Debenhams and JD Sports and the military and the airlines. And he goes, yeah. And then you sold the company. I go, yeah, yeah, I sold it a few months ago. And he goes, well, that's why you're here. You're here to talk about the starting a company and exiting. And I'm like, I have 15 minutes to prepare. I'm like, I am totally not prepared. So I don't know if any of you guys know that story, but that's basically what happened. But I'll tell you something else magical happened is I did that talk. I. I couldn't remember what the hell I said, because I had to just. I just had to talk from the heart, and there was no preparation. But then a guy walked up to me and he goes, hey, that was fantastic. Could you do that same talk? Could you do that same talk in Singapore next week? And I'm like, I don't really remember what I said, but, yes, I can do it. We can go to Singapore. Off to Singapore I went, and I did the talk in Singapore, and then another guy walks up to me and he says, kevin. He walks up to me. He goes, eric, could you do that same talk in Australia and New Zealand next week?

Like, what?

Okay.

And here I am on my first ever international speaking tour. No kidding. In Auckland. Kevin walks up to me and he goes, eric, that was amazing. Could you do that same talk in Las Vegas and Neva and Los Angeles next week? And no kidding, from that one talk, I became an international business speaker. So I think it's kind of wonderful, full circle, that Daniel gave me that first platform, and I then invited him here into the Mindvalley community. And I'm just thrilled you guys loved it, right? He's fantastic. Isn't he brilliant? All right, right? Boy, boy, boy, boy. This is going to be Exciting. I have some questions, though. I, I want to ask some very important questions, and I want to play a bit of a game with you. And so what I want you to do is I'm going to say some stuff about you and your business, and if it's true, you. You're just going to write. You're going to write true and, and, and that's it. No false, just true. And, and then we're going to do a few levels. So the first thing that I'm going to say about your business is that you have a business. And by the way, if you have a job, you have a business, you just have one client. So if you have a job, you actually do have a business. It's just you only have the one client. So if I say, okay, you currently have a business, it means, okay, you have a business or a job and somebody's paying you in some way, then you can say true. That's the first level. So everybody give me a true if. If that's true for you, all right? Okay, So a lot of you have a business. I know some of you, it's a job maybe, but it's still a business. Now, now the next one is, is that you or your job pays you your market value. I don't mean your dream market value. I mean that you are currently. That your business is currently paying you what you could earn if you had a job.

Job.

I want you to tell me if that's true. Go ahead and tell me if that's true. And in this case, if it's not, you can say no. You can say no if it's not currently paying you. I see a bunch of no's in there. All right? All right, now here's the next one. Here's the next one. You take. You take at least the right statutory amount of vacation for the country you live in. So if you're in America, you take at least two weeks of vacation every year. If you're in Europe, you take at least four weeks of vacation every year. All right, so let's see what happens here. Lots of yes, no, yes, no, A lot.

Wow.

Wow. A lot of you saying no. Wow, that's really interesting. Okay, all right, now here's the next one. And this is so important, all right, you got to listen to this one. The next one is, is that I, I just told you about the most exciting trip in the history of the world, something you've wanted to do your whole life, something you've always wanted to do. All right? And we're going to leave, leave in about three days and we're going to be gone for two weeks and you will not have access to the Internet. And you, if you can leave and your business would continue to operate, it would continue to operate functionally, then you can write true. But if your business could not do that or you couldn't leave, then you can write no or false. So let's see how many are true, false, true, false. Wow. Wow. Very interesting. Very interesting. Okay, okay, here's the next one. The trip's not a two week trip. Listen carefully. The trip is a one year trip. Yeah, it's a one year trip, but we're not leaving in two or three days. We're going to leave in like two weeks. So you've got about two weeks to put some stuff. You guys don't answer no already. I haven't even finished the level yet. Yeah, you haven't even heard the. Come on, give it a chance. All right, so it's a year. We're leaving in about two weeks. You're going to have two weeks to kind of set things up. And you will only have Internet access once a week for about half an hour just to check on emergencies. The question is, if you took this trip with me, would your business be able to continue to run smoothly and grow as if you were there? Now, I want to see any truths.

And.

By the way, if any of you see somebody who says yes, I've only seen one or two so far, you should network with them. Anybody who passes this level, anybody who can do what I just said, you probably have something to learn from them. But you can see that it's 99% no. And so what I want to tell you, and I just, I want to say this in the most direct terms that I can, the difference between being self employed and being a business owner is that question. If you are saying no to that, that you are not actually really truly a business owner in the real sense, you are self employed. I know that's a little harsh and direct, but sometimes you got to just say it the way it is. What it means is that you've created a job for yourself and you work for yourself and you need to be there and your business needs you to be there. My goal, and I know Vishen's goal and I know the goal of everything that we're doing here this weekend and what Daniel was here doing and everybody else is to transition you from that to proper business owner. Let me describe proper business owner for you. It means you come and Go as you please. It means you generate profitability beyond what you need in your life and beyond even maybe what you want. And it means that you are able to invest your time and your money in the ways that you want to be able to do it. It means that you go on vacations as you want to be able to do it. It means that you live the life that you really want. Because I want you to hear me about something.

Something.

Entrepreneurship is the opportunity to live like royals. You see, in the old days, if you wanted to be wealthy, you had to be born into that. And to some countries, it's still a bit like that. You've got, like, you could be born into the royal family, but entrepreneurship is the opportunity to earn your way into the royal class. It is today's royalty, and it's available to everybody. And so that's one of the reasons I'm so thrilled to be here. Now, I have some really cool stuff that I'm going to share with you today. Life changing. I'm really excited about it. Are you guys excited? I hope you're excited. All right, here's the thing. One of the privileges that I've had in joining the Mind Valley community is bringing some ideas about how to make programs really sticky and how to make sure that people follow through and get them to done. It's one of my favorite things to do. And so if any of you have done any of my programs, you'll understand what I'm about to describe. What I'm about to describe is something that should be true of any programs that you develop, any books that you write, but also of any marketing campaigns that you create. So you'll understand why I'm saying this. How many of you have ever read a book because you had to? And you pushed your eyes down the page of the book.

Book.

And you pushed your eyes down the page. Using your willpower, you pushed your eyes down the page of the book. And then you suddenly realized that you had looked at half a page but didn't read any of it. Has anybody ever had that experience reading a book? I'm curious what book it might have been. But, like, you have had this. All right, now here's the next version then. Have you ever had a book that pulled your eyes down the page that your eyes couldn't stop, that you were falling asleep, but you kept them open? You were like. You're, like, looking at them. People are calling you for the meal. They're like, come on, you got to come to dinner. And you're like, Yeah, I got to.

Read one more page.

That is the way your marketing should be. That is the way programs should be. That.

That.

That is what we're talking about here. And so it's been my life's work to figure that out. Because when I decided to help people with health, I realized that the only way that I could actually create lasting change for them. And by the way, if any of you guys have done wild, let me know how it's been for you. But I can tell you this. The only way I was ever going to be able to change, create lasting change for them is if they were showing up. Are you with me? I'll tell you something, guys. I was at this Internet marketing summit, I don't know, 20 years ago, 20 years ago. And these two Internet marketing guys, they're just talking about all their success, and they're old guard. They were good at all the Internet marketing stuff. And then they started telling the story about this Internet marketing program they created. And then they started laughing and they go, yeah, tell them about the 10th DVD. And the other guy's like, oh, I don't want to tell them about the 10th DVD. He's like, what about the 10th DVD? So it turns out what happened was, and I know some of you aren't old enough to know what a DVD was, but let's just say a disc with the information. And so they'd made this program and they would ship out this pack of DVDs, and it had 10 DVDs in it. Years later, somebody wrote to them and said, said, My 10th DVD was blank and I would like a 10th DVD please. So they went to go get one out of the box, and they grabbed a 10 DVD, and just to be cautious, they stuck it in the DVD player just to make sure it was okay before they sent it off, but it was blank. So then they went and got another one and they stuck it in the player and it was blank. And another one and another. And they suddenly realized, to their shock and horror, that the entire print run had printed the 10th DVD blank back the entire time. And then they started laughing their asses off because they'd sold millions of dollars of this program. And after all these years, this is the first person who got to the 10th DVD. And I didn't find that funny. I didn't find that funny at all. I found that devastatingly painful. I found that deplorable, horrible. You see, I think there are two types of teachers in the world. There's teachers that think that they can just share Information, mentors, coaches, teachers, they can just share the information. And it's your responsibility to do something with that information, to retain it. But then there's another type of teacher. If you're lucky, you had a couple.

Of them in school.

If you're lucky, you've had a lot of them here at Mindvalley. And their job is to make sure the information not only stays with you, not only is in you, not only is unforgettable, but that you actually then take action upon it. And that's, that's my specialty. That's what I love to do for you. And I know I've had the great privilege of doing it for many of you. So today what I'm going to share with you is a really core set of principles that are part of how I do that, but they also work for marketing. So I'm going to be sharing with you now something called inception marketing or inceptive marketing. A method of marketing that means, means that if you do this properly, you will never have to sell again. And I, I really mean that. Remember that sell in English. In English, sell has two meanings. One is to transact, to facilitate a purchase, right? You go to the grocery store and they sell you your groceries. But do they really sell you the groceries? Because the second meaning of sell is to convince, right? It's to convince, to manipulate, to pressure, pressure to influence. I mean, any number of ways you can slice that, right? So you have sell, which is to transact, and then you have sell, which is to convince. And what I want to share with you is that there's a way of setting up your marketing where you can really reduce the convincing part and you can just focus on the transacting part, which is where things are really valuable. If you're having to do a lot of convincing, then it means maybe something about the marketing hasn't been as complete as it could be. So we're going to learn about inceptive marketing. This is what an inceptive campaign or inception marketing is all about. It's about developing marketing campaigns that are so effective that people want to engage with them. They don't realize that it's marketing. And as a result of engaging with the campaign, they subtly come to the realization that they want and need, need, want and need your product or service. And they realize that you're the only one they can get it from. So let me break that down for you again. Inception marketing is a marketing campaign that is so entertaining and valuable that they want to engage with it. They want to. That's Important. Then the next part is that as a result of engaging with it, they come to the subtle realization it's not overt. They weren't pushed there, they weren't influenced. They didn't just, they just suddenly go and they realize that they both want and need. Why want and need? Well, people who need stuff don't necessarily buy it. Logic is not enough. Logic is not enough. I mean, look, if car insurance wasn't mandated, I bet a bunch of people wouldn't have it. You need it. But ah, there's no emotional engagement, so you have to both want and need. If you want something, you're much more inclined to buy it. But if you don't need it, you might return it. But if you can hit the want and the need, then the emotions are high. They want to buy it and the is there. Bam. They stay with it. And then the last piece is, is that they suddenly realize that, that you're the one to get it from. And, and I, I'll tell you that one of the great mechanisms here is that if you can be the point of conversion, if you can be the one that turned them on to the idea, then they will always want to do that with you. They, they will, it will create a degree of loyalty with you. And, and that's so powerful. So does this sound good? Are you guys like excited? Do, do you want to hear this? Am I, you know, should or should I like, I. Oh, you do. Okay, good, good. I, I just wanted to make sure. I wanted to make sure. All right, so let, let's go through the way this works. Step one, Step one in developing an inceptive campaign is that you really need to know your audience. And we start off first with understanding your overall target audience. I know, I know, everybody wants to talk about your niche. Your niche or niche, Your niche. Look, I can tell you, watch this in the chat. How many of you have heard that you should definitely have a niche market and yet you're still trying to market to the wide market? If you're really honest, how many of you heard this over and over again and you're still trying to go to the wide market? Look at this. It's 90% yeses, a few people that are or know they're sticking with their niche. The trouble is, the trouble is, is that we're primates. And, and the idea of, of having a niche market is really quite scary because it's like, you mean I can only sell to those people? I'll tell you a funny thing about primates. If you ever Want to catch a monkey? What you do. What you do is you. You dig a hole in an ant hill in. In Africa. You dig a hole in the anthill that is just big enough for the monkey's hand to go in, and then you hollow it out in the inside, and you put a bunch of nuts inside the hole. And then the monkey comes along and sticks his hand in the hole and grabs the nuts. But now with the nuts in his hand, he can't pull his hand out of the hole, and he's stuck because he wants those nuts and he's stuck. And now you've caught yourself a monkey. I'm pretty sure it was a boy monkey. But the point is, is. The point is, is that when we tell people that they got to have a niche market, there's some very strong truth to that. But what we start with is the overall target market. Who is everybody that you'd like to help? So in the case of WildFit, I can tell you what my overall target market is. People who eat food or people who should be eating food. Okay, that's it. There's my overall target market. It's quite wide in a case like wildfit. So tell me, everybody, everybody, what is your overall target market? Your overall target market? Who is everybody that you want to sell to? For some of you, it's like, if they have a pulse, I want to sell to them. But some of you have more. You know, I want to sell to entrepreneurs or I want to sell to women of a certain age or whatever the case might be. So here's some overall target markets that we're looking at.

Wow.

There's some really interesting ones in there. Geez, that's moving fast. I can't keep up. School districts, NGOs, burned out, entrepreneurs. No kidding. Yeah. Overstressed people. Okay.

All right.

So you've got overall target markets. Now we go into breaking overall target markets up into smaller ideal target markets. You do not have to have one niche. You can have more than one. In WildFit, we have people who would like to lose weight. Then we have menopausal women who are trying to rebalance their hormones. Then we have parents who would like to understand how to raise their children in a more healthy way. We have have peak performance athletes that want to break their best time ever. We have muscle bodybuilders who want to build more muscle. So there's individual ideal target markets. So what I'd like each of you to do now is tell me three, just three ideal target markets that you Would like to go after just three. Just three. Three ideal focused target markets that you want to go after. And I'm going to have a look here. Ideal target market. YouTube. Women over. Over 86.

That's.

Or over 65. Sorry. People that can think better. That's interesting. People with dry eyes. Women, men and leaders, students and technicians. Okay, so here are some ideal target markets. Now one thing I want to remind you about ideal target markets is you shouldn't ever write something like this. People who are interested in, people who are looking for, people who want you shouldn't have that. That's lazy marketing. Because some of your very best clients are going to people that you convert that didn't even know that they wanted it. And it's because of your inceptive campaign that they're going to wake up to the realization that they wanted it. So you don't want a lazy ideal target market. You want the full ideal target market. Now once you've figured out an ideal target market, and if you guys want to do this as an active workshop, pick one of the three that you just came up with. And by the way, if I'm moving super fast because I'm teaching you a three day workshop in half an hour, an hour. Well, you know, that's, that's, that's how something like this is. But you can follow along with me right now and actually take steps. So pick an ideal target market that you would love to sell to. If you could double or triple your lead gen from one ideal target market, who might that be? And so then the next phase, step two. So step one is figuring out your overall and ideal target market. Step two is market research. Market research. Because I'm telling you now, a really good inceptive marketing campaign is not, not about your product, it is not about you. It is not about your company, is not about your product and service. It is about them. The more you know about them, the more you're going to be able to sell to them, the more you're going to be able to attract them. So once you've got your ideal target market, you then do a bunch of research and you try to figure out what's going on with them the next stage. And by the way, I'm running through them once quickly now and then I'm going to case study it for you so you see it step by step. So you really practically get this. I want some of you to go out next week and test an inceptive marketing campaign. And I want you to generate so much money from that that you're ready to invest in the next step of whatever your entrepreneurial journey journey is. So we're going to, we're going to do this right now. Step three is to develop something called an engagement pitch. An engagement pitch is a pitch that makes an offer to them that they really want. This is not features and benefits selling. This is, is making a promise to them that you can keep. That's going to earn you the right to talk with them. That's going to create real value for them. Again, I'm going to go through this step by step in a case study so you really understand. But the engagement pitch is designed to catch their attention. The way one of my mentors described it, he called it a stadium pitch. He said, imagine you've got a thousand people in the room and you have to start your pitch or your presentation with one statement and that statement is going to decide whether they get up and leave the room room or they stay. And so you want to say what it is that's going to keep them in the room. Again, I'm going to come back with practical examples here. Then once you've done your engagement pitch, you're going to develop something and deliver something called an inceptive story. And that is an entertaining and valuable and data heavy story that earns credibility, that earns their trust, that builds your authority so that they wake up to the recognition and the realization that they want to need your product or service. Then inside that inceptive story, you're going to move to the next step. Step five where you're going to develop something called buying criteria. You're going to teach them how to buy from you and not from your competitors. And then after that you can work on a couple of different calls to activate action. Now I know I went through that quickly and I know some of you think too quickly, but now we slow down. You guys up for slowing down? You're up for case study. I'm going to give you three case studies in a short period of time. One is a really quick one, but I'll only share it with you if you promise not to use it on Vishen. You have to promise you won't use it on them.

All right?

You're not allowed to use it on them because I did. So here's the deal. When Vishen joined a mastermind or a private mastermind, mentoring mastermind that I was in called the Transformation Leadership Council started by Jack Canfield, I didn't know much about Mindvalley many, many years ago and I knew that many of the members were very excited about Vision joining, and many of them were hopeful to be published on the mindvalley platform. And so I watched the first couple days when Vishen got there, and I was like, I was amazed at. These are, like, established, bestselling authors, phenomenal speakers, great mentors, great leaders, and they're like, just throwing themselves. Oh, Vishen, I need to tell you all about my quest, all about my program, all about how. And they were just kind of, you know, like they were selling features and benefits. And I could just see he was probably getting a little tired of that approach. And so I decided I'll go a different way. Okay, who's my ideal target market? Well, in this case, Vishen is my ideal target market. What's my research?

What's.

Well, my research is that Vishen is interested in learning. He's interested in great presentations. He's interested in value for his network. Okay, I did a little more research because I saw him and I asked him what he was interested in, and he told me what he was interested in was biohacking. That's what he was currently researching for his book, and he was researching for an event he was producing. So once I knew that, my engagement pitch became quite simple. Oh, you're really interested in biohacking at the moment. That's great news, because tomorrow I'm giving a talk on biohacking. Now, as it turns out, I was not giving a talk on biohacking. The next day, I was giving a talk on evolutionary mismatch. But evolutionary mismatch is the foundation of all biohacking. So all I had to do is change my talk so that I could keep the promise. And I did. Now, I don't know if Vishen would have come to my talk. I wasn't particularly well known. He's very busy. He comes in and out. He watches the talks. He wants to talk. But now that my talk matched the research church, he showed up for my talk. Do you understand? And as a result of him showing up for my talk, he then invited me to speak at his biohacking conference. And the next thing you know, Wildfit is on mindvalley. And together he. We've changed each other's lives, and we changed the lives of millions of other people because I didn't sell, because I incepted, because I worked with market research. I'm going to give you one more example for playful, and then I'm going to give you a real case study. The playful example is I want you to imagine a 12 to 13 to 14 year old child who would like to go to Disneyland. And the parents are not super excited about going to Disneyland. Can everybody describe for me how the child might convince his parents, her parents, that Disneyland is a good idea? What are some of the techniques or things the child might say? How would you get crying, whining, please, begging, manipulating, promising. You got it. That's exactly right. By the way, this is what many of you guys do in your marketing right now. I'm not kidding. This is what we do. We like, oh, please buy. You know, it's all full of features and benefits. We're going to have so much fun. We sell the wrong things. So now let's take a step back. What if the child did inceptive marketing? What if the child was here on this workshop? Then the child would know. Step one, who's my overall target market? My parents. They're also my ideal target market. Let's do some research. What are my parents interested? Notice that the research is not about Disney. The research is not about your product or your service. The research is about the target market. And so I do some research about the parents. And you know what I find out about parents? Parents are really worried about their kids. Kids, when they get into their teens, any of you know what I'm talking about? You're worried about, are they vaping? Are they going to do drugs? Are they going to drink? Are they going to get in jail? Are they going to get pregnant? Are they going to get somebody pregnant? Parents are worried about all this stuff, but they're also worried about their university education. Are they getting grades? Like what's happening? So now the child has done the research. Now it's time for the engagement pitch. Do you guys see how I'm moving through the steps Now? The child says it's time for the engagement pitch. Child comes down. Kids, parents are at the top table and instead of going, hey, mom, Dad, I think we should go to Disneyland. The child says, mom, dad, I've been thinking about university entrance requirements. Does he have their attention? Does he? Of course he does. They're thinking, who kidnapped my child? And who is this? But he's got their attention. Now that he's got their attention, he moves into his inceptive story. Story. Here's the inceptive story. So as I've been thinking about university entrance requirements, I found out that grades are really important. Now I understand why you guys are pushing me to do my homework. But I also found out that universities, the good ones anyway, are not only interested in grades, they're interested in depth of character and life experience and extracurricular activities and all this kind of stuff. And they really, really value creativity. And so I've been. I've been just doing a deep dive. Have you seen what Elon Musk has been doing? He's launching rockets into space and populate. He's trying to revamp the electric car. And then you've got Steve Jobs. I mean, what an incredible creative. And then George Lucas. I was looking into George Lucas, and it turns out that Steve Jobs created Pixar and George Lucas created Star wars. And then Disney bought them both. I mean, it's just incredible. So I started looking, looking into Walt Disney. What? And started with comic strips. What a creative genius this guy was. I mean, he was amazing. So right now I'm doing a whole bunch of research about Walt Disney and everything that he ever built. So if you guys have any ideas or books or recommendations or if you just have anything at all about Walt, then just. Just let me know, because that's what I'm really curious about right now. And then the child leaves the room. How long do you think it is before one parent turns to the other and says, we should take them to Disney? Do you understand? I know it's a heavy simplification, but do you get it? Like, this is not about selling and convincing. This is about incepting. This is about allowing your client to realize that they want to buy your product or service and believe it was their own idea because you allowed it to be their own idea. Idea. And so now I'm going to give you a really practical case study. And I want you to see if we can do this much in 30 minutes. Imagine how much we're going to do together over time. I want you to listen to this. A friend of mine ran a wedding photography company, and it was in Turks and Caicos. And he came to me and he was really kind of struggling. He made massive investments in the business, and he was doing a phenomenal job. But a bunch of people had figured out that wedding photography was a really big business, and they had set up little competitive ventures, but they were just like a photographer with one camera, and he had a full studio and editing suites and rent to pay. So of course his prices were higher. Now, normally when my clients come to me and go, eric, I'm being undercut by the competition, Should I lower my price? I'm like, no, mostly you shouldn't. They will learn the lesson the hard way by going the cheap route. You. You should hold your price. In fact, maybe you should even increase it so people understand that you're adding so much value. But in wedding photography, that doesn't work very well because if they buy from the competition and the competition proves to be lousy, they don't come back and buy from you because, well, they're not getting married again. And frankly, if they are getting married again, I don't think they're getting married at the same location. So we have to, we have to, we have to solve the problem now. And so step one, overall target market. Can anybody tell me what is the overall target market? It's really simple. It's people coming to the Caribbean to get married, right? It's overall target market, market. But now I need to break it down to ideal target market. Who are the individual people that I might need to market to? Now I'm going to ask you guys real quick. Who are the top three influencers in the wedding photography decision? Who are the top three influencers in, in terms of who's going to buy the wedding photography? You guys, come with me. Now. Who.

There it is.

The bride, the dad, and sometimes the, sometimes the groom. And, and the order is bride, dad, groom. This is what I got from doing market research. Bride, dad, groom. Now, now this is so important, you guys. I hope you can stick with me. Now the next part is the market research. Now what we want to do is do the market research. And if we do the market research, we will notice that because the market research isn't about the product or service, it's about the product. It's about the target market. Notice that. We will learn different things if we study the market research for the bride versus the, the groom. Can anybody here tell me what is it that the bride actually wants that day? It's, it's. I'm going to give you a clue. It's. You can describe it in one word. What is the bride looking for that day? No, she's not looking for pictures. She wants pictures. But that's not what she. There it is. Somebody got a perfection. She wants perfection. That day is supposed to be her perfect day. That day is supposed to be perfection for her. And she's about to marry a man. So it might be the last one.

One.

It might be the last day of perfection, but she wants this one day of perfection right now. Let's do this another way. If we do market research about the groom, what is the one thing that the groom wants from that day? What is the one thing? It's not the same. It's a different set. Okay, whoever Wrote sex. No, that is not the one thing. Jeez, guys, come on. Okay, he wants that thing, too. They both want that. That thing. But I'll tell you, you got it. You got it. Happy wife. There it is. A lot of you got it. Happy bride. Now, I'm just pointing out that if you simply know that. Can you now see that the ad that you might write for the bride would look different than the ad you might write for the groom? Do you understand? Like, it's totally different psychology. And yet open up magazines all over the world and the ads look exactly the same name. They don't understand to do this. So I said to my buddy, no, no, no, we're going to do this differently. And he said, what do you mean? I said, well, we're going to advertise where we want the bride to see it. We're going to advertise where we want the groom to see it. And, and, and, and, and so before we do that, the way most wedding photography is advertised is, guess what I mean. You guys know the features, right? There's a bride and a groom. The, the, the, the, the bride is looking up at the groom. Would you guys agree?

Right?

Where, where is the, where's the bride's feet? Can you guys tell me where the, where are the bride's feet? What if one of. What is one of her legs doing? You guys know? What is one of her legs doing? Yep, she's facing him. Yeah. One foot in the air. You guys know. You guys know, right? And then where are they? There's only two or three locations they can be for this shoot. Where are they? Let's see here. Oh, yeah, look. Beach, forest, you know, or in a nice church or something. That's it, right? And you know that she's got the baby's breath. Like, you guys are all amazing ad executives because you can design the same ad that they've been using for 50 years. But let me tell you something. And if you only hear this one thing from me. If you go and look at your competitors, ads to design your own. If you go and look at your competitors landing pages to design your own, what you're trying to design is camouflage. Because if you're designing it to be like their, theirs, that's how camouflage works. You're designing it to look like theirs. And that's what every wedding photography ad looks like. I said, we're going to scrap that entirely. And so suddenly, suddenly what happened was we ran a different set of ads. And how about this? The bride opens up a bridal magazine and there's a quarter page ad. It doesn't even need to be a full page and it simply says brides. There are seven mistakes you're about to make. They're going to ruin your wedding day day. Click here to avoid them.

Now.

How many do we get? How many of them do we get?

It.

It changes everything. You see, we get them even if they're not looking for a photographer right now. We get them now. We get them now and then equally. If I'm advertising in a men's magazine, I don't. If I just put a picture of wedding photography, frankly, they're not even going to see it until the day before the wedding. They just aren't thinking like that. But what if in the men's magazine I have a different headline and the men's magazine says, grooms, there are three dumbass things that you're about to do that are going to make her cry on her wedding day. I'm going to teach you how to avoid them and how to save $10,000 on your wedding. How many of them do I get? I get all of them. I, I get to talk to all them of, of them. And, and, and this is what the engagement pitch does. I, I want you guys to hear me about this. In any given market, 3 to 10% of the market is buying what they're selling. They're looking for it. They're looking for a new phone, they're looking for new coaching service, they're looking for new psychotherapy, they're looking for a new car. They're whatever you're selling, 3 to 10% of the people are buying it. And most of us design all of our marketing to try to get our fair share of that 3 to 10%. That's insane. Insane. There's the other 90% and nobody's even selling to them because they're waiting for them to realize they want the product. But if you run an ad like this, if you use an engagement pitch that gets them early, you get to become the point of conversion. It's literally 90% of the market. It's nine times as many prospects that are not talking to the competitors already. It's a totally different world.

World.

So now that we've got their attention, now we develop the inceptive story. Now this is a little bit more complicated, so stick with me here. There are two types of inceptive stories that I typically work with. One is an actual story. Like I tell you about me going hunting with the Bushman. And many of you will have heard this story in the wildfit context. And I, I talk about wanting to run quietly, so I mimic the way the Bushmen are running. And I realize that my knee isn't hurting. And, and, and oh my God. This change of my running style has changed everything in my life. And this is a true story for me. And then I realized, wait a second, if my knee's not hurting after three hours of running, when I had to stop running after running a London marathon, something's changed. What has changed? I thought I had a bad knee, but maybe I didn't have a bad knee. Maybe I had a bad running style. And I started realizing that by running on the fronts of my feet, I was changing my body alignment and my knee wasn't hurting anymore. And so for the first time in my life, I went and tried those stupid toe shoes. Do you know the ones? The dumbass looking toe shoes. I went and got some and, and I, and I, I tried them on. They're pretty comfortable. I mean, I made sure nobody was in the store when I bought them. I didn't want anybody to see me wearing those things. But I did it. And, and, and, and then I went out for a run. And I am 55 years old now and I still run. I still run because I didn't have a bad day, bad knee. I had bad running shoes. And even now, in a super condensed version of the story, some of you are thinking, it's time for me to try those barefoot running shoes. That's without me talking about the features and benefits. I can talk to you about the heel strike. I can talk to you about the minimal sole. I can talk to you about the spreading of your soul out and the grounding technologies. I didn't go into any features and benefits. I simply relate a story. And the story allows you to go, wow, maybe I'm interested in that. But for our wedding photographer situation, we don't use a story, we use it instructional. And this is the way it would work. Now that I've got your attention, because you want to learn the seven ways not to cry on your wedding day or you want to learn the three ways not to make the bride cry. Here's step number one. Step number one is please make sure that you go to the venue before you book it. You'd be amazed how many brides and grooms don't do this. They look at the brochure, they look at the website, and they book the venue venue. And they booked the venue having never been there. Please hear me about this. This is A tragic mistake. You need to understand, as a photographer, I can tell you that when they designed the brochure or the website, they designed it as a manipulation piece, not an education piece. They took photographs of the location on top of ladders from angles that you will never experience in order to convince you that it's the right place. I can tell you from personal experience, I got married in Whistler, bc, Canada.

Canada.

And I picked a venue exactly on this basis. Beautiful venue. But once we walked in the room, we realized that the whole room was cut up by giant pillars of old growth trees. The room was cluttered and beautiful, but it meant no one table could see the other, and it really wasn't ideal, and we couldn't recognize that from the brochure. So please, before you book the venue, go and visit the venue and make sure that it's the right place for your work wedding. Hey, guys, is this good advice?

Is it?

Is it good advice? Does it have anything to do with photography? No, but it's good advice. Every single time I give her or him good advice, I build my credibility. Your job is first to capture their interest, to stimulate their curiosity. Capture their interest. Once you've got their interest, you're now giving them information that's building your credibility. If you continue to build your credibility, they. They keep listening. And if they listen long enough, you'll earn authority. And once you've earned authority, they will start following your advice. And this is a bit of an advanced class, but if you then make sure that you use that authority responsibly, morally, ethically, and you only advise them the right ways, you make sure that the advice you give them pays off every single time.

Time.

You will build to the next level, which is called reciprocity. And that's where they feel like they owe you because you treat them so well. And you can do that in a single marketing campaign. We go to advice number two and we say, hey, before you book a wedding photographer, you should make sure that they use one of these cameras. You should make sure they use. Because many wedding photographers, they use cheap cameras. You want to make sure that the cameras are Nikon or Canon, that they have at least two memory ports. Like some cameras only have one. They should have two memory ports because, like, look, memory cards hardly ever fail, but when they do, it's tragedy. And once again, I'm giving them really good information. And I give them all seven of these. And each time she feels like I'm saving her life, each time she's like, holy crap, am I Ever glad I'm hearing this. My credibility is to going, going up, my authority is going up. And then finally I say, and the seventh advice that I want to give you is not something you need to do before the wedding, it's something you need to do at the wedding, and that is this. You need to make sure that the photographer you get is not just a photographer. It's not your uncle with a camera. It's not even a professional photographer. It is a wedding photographer who's been in business for at least five years. Here's the deal. A wedding photographer, a wedding photographer understands the rhythm and movement of a wedding. They understand the moments you have to capture. And so that means you want somebody who's been in business for at least five years, you want somebody who uses these cameras, you want somebody, etc. Etc. Etc. You're now giving them the criteria that they will measure all of your competition by. And of course, you set that criteria so that your competition can never, can never overcome it. You have. You make sure that you get certifications they don't have. You make sure that you have qualifications that they don't have. And by the end of this campaign, you've engaged them, you've built loyalty, you've intrigued them, you've built credibility, and you've made them realize that you're the only one. Because even a week later, they start calling the other photographers. They're like, hey, by the way, how long have you been in business? Oh, only one year. Nope. Oh, which cameras use? Oh, those cameras. Nope. And they go through your checklist and they don't buy from them, they buy from you. This is very powerful, inceptive marketing. And if you do it properly, whether you're trying to convince your parents to take you to Disney, or you're trying to get Vishen to publish your quest, or whether you're trying to sell your products and services, it will absolutely accelerate the speed of authority, the speed of trust. And it will mean in the end that you won't have to do much selling at all. You can quite literally double or triple the lead flow in your business and then equally double or triple the conversion. And that doesn't double or triple your sales. It's exponential, it's phenomenal, it's magical, and it can completely change your life. So with that, I hope you've gotten a lot of value from this. I love teaching this, I love sharing it with you, and I hope you guys have learned, go off and test it and put it in practice. And I know that I'll get to do a much deeper dive with many of you on this because we're going to spend weeks on it. It's going to be amazing. I'm absolutely thrilled to have all you guys here. Thank you guys so very, very much for your time, your passion, your commitment, your engagement. And Caitlin, thank you very much for the wonderful introduction and just holding space as magically as you do.

Thank you. Eric, that was incredible. Yes, they enjoyed it. People were like, I'm hanging on to every word. You were engaging. You were loyalty, you were intrigued, you were intriguing.

You made.

You were credible. I'm taking my own notes. You see, you covered them all. It was really, look at them going off. Thank you, thank you, thank you, thank you. And I love that you added so much value to us by, by proving your own points. Like, do you know what I mean? You literally captured every single thing is what you were teaching. That was amazing. I, I, my mom walked up during this and she's like, he's so good. I'm like, I know my, with my notepad, taking my notes. Eric, thank you so much. And as, as he mentioned, Eric is part of the Entrepreneurship Mastery program. So if you enjoy just 45 minutes with him, imagine the weeks and weeks and weeks that you'll be able to learn. So, Eric, thank you for surprising everybody, for sharing all of this wisdom.

My honor and privilege.

Oh, you're the best. We just love you so much.

Brilliant.

I knew it. I've never seen the word brilliant legend used so many times, but that's it. Well, thank you so much, Eric. And guys, to close off this day, we have one more person coming to us to kind of wrap it all together. I hope, though, you guys have had such an incredible time thus far and now joining us to really put all of these pieces together and really help you think about how you can leave a real impact. Because this is what it's all about. It's about really building a business and creating a name and leaving a legacy. And that's what we really, really want you to really remember is it's, it's the impact that you make on this planet, the lives that you're able to touch. And so here to talk to us for our final talk, please everybody welcome such an unbelievable soul human being, entrepreneur, founder and CEO of mindvalley. Please, everybody welcome back. Oh, in just a minute. He's not ready yet. Well, okay. As we wait for division, I'd love to hear because I'm taking so many notes with you. So some of you have been with Us just today. Some of you have been with with us for two days, for three days. What are some of the life changing wisdom that you guys have have been able to experience so far? Oh, Kwame. Kwame's last name is Kwame Christian. So he was with us earlier today. He's a master negotiator. There's a lot. There is a lot, isn't there? But that's the amazing thing about this summit. And for those of you that are considering it, I want you to understand that this summer this is three days of unbelievable teachers. And that's part of the mastery program which I'm sure Vishal will explain more to you guys. But you can be doing this week after week after week to really, just really develop. No, don't be comfortable. Live outside your comfort zone. Eric's last name is Eric Edmeats. How to create the offer. Love that AI was amazing. Yes. It was so incredible and kind of vision to call so many different people to the stage to share their websites to see how AI can be and some of those key things to change. One of the biggest takeaways I was remembering from his talk was the importance of showing yourself on your webpage and explaining your story and really giving people an insight into you.

Hey Caitlin, if I can share kind of a funny story.

Yeah, Eric, please share with us.

No worries, no worries. I don't know how many of you guys know the ladder guy, the career ladder guy. Does anybody know about career ladder on TikTok? So I was walking through London the other day. I was at the house health optimization. Some admission was there. And I'm walking along with my girls and my wife and the girls suddenly go crazy. They're like, crazy. It's the ladder guy. It's the ladder guy. And they're like, what's the ladder? And I go, oh yeah, I've seen him on TikTok. So they go, you got to go up the ladder. And I'm like, oh, you're kidding. So I go up the ladder and this guy's got 7.5 million followers and he interviews you to find out what you do and if he can guess, that's fine. If you can't, you get to pitch yourself to the room. And guys, I'll tell you all this stuff that we've just talked about. You want to be able to do it where you need to whenever you want to. Because what happened was I went up on the ladder, he couldn't guess my career. And he goes, go ahead and tell the camera. I turned Around. I said, I'm Eric Edmies, founder of Wildfit. I help people change their relationship with food so they never have to go on a diet again. Bam. That video has had 4.5 million views in the last 12 hours. My. My TikTok's blown up. My videos have blown up. These skills, they're not just when you're sitting and thinking about it, but they're for every moment of life when opportunity strikes. So I thought I'd share that since Vishen was a little delayed.

I'm not delayed, guys. I'm literally here waiting to come on. But Eric, thank you for that amazing story. I watched that video too, guys. How do I get on screen? I'm waiting to come on. Perfect. There we go. Okay. It's been an incredible day, folks. It's day three and just in the chat. So I'm watching the chat, I'm seeing what you guys are typing out. And what I want to know is what were. Don't share my slides, please take them off. I'll give you a cue. What I want to see is what was your key learning so far from the last three days you've spent 11 hours learning key learning. Type it in the chat. Now I want you to get specific. It may be a nugget, it may be an insight, it may be a tactic, a strategy. Don't just say AI. Say what about AI? Okay, and I want you guys to scan the chat because this is going to be a great refresher for everyone. Leaving legacy. Inceptive marketing taking action says Kim. Tatiana said negotiation. Birgitta said never sell. Wendy said inceptive market. Inception marketing. Wow. A lot of you guys love inception marketing. Wasn't Eric amazing? So he was a surprise guest. Add on teacher. We like to to deliver and bring on a surprise guest. When we did manifesting summit, the surprise guest was Jim Kwik. So we always like to tease you a little and over deliver from what we promised. And weren't all of the other teachers remarkable? So thank you, guys. Now, while you're looking at the chat, what I want to do is I want to now share with you what we have learned about entrepreneurs. And I want to see if this resonates. Slides, please. As we talk to entrepreneurs all around the world, one of the things that we notice is that we all have similar frustrations. So I want to show you some of these frustrations right now. And folks, manning the av, if you could just put my face next to the slide so that they can see me and the slide that would Be amazing. So these are the biggest frustrations that entrepreneurs feel every single day. And I so get this, because when, when I quit my day job in Silicon Valley to start mindvalley, I went through every single one of this. But there's one frustration that is new. It emerged in 2023, and it is right now probably the biggest frustration of all. Okay, so first, let's get started. That first new frustration is this. The world is changing. I don't feel ready. And that's why we put that as number one. Daniel Prepared and I were talking about this. Because of the advent of AI and soon quantum computing, because of the speed of AI development, things are being disrupted crazy fast. You can imagine where I was two years ago when AI came and all ed tech companies saw their valuations cut in half. That affected us too. We had to bounce back from that. The world is changing fast. And no matter what field you're in right now, whether it's law, maybe you're running a law firm, maybe you're a coach, AI is coming in to disrupt, and we have to be ready as entrepreneurs to not be the entrepreneur that gets put out of work by AI, but the entrepreneur that can amplify AI to grow their business, grow their revenue, and absolutely create more time in their lives. Now, second big frustration for many of you is I, I'm good at what I do, but I don't feel good at business. Now, I want you to just reflect, mentally. Say a yes if this frustration applies to you. Now, third, I really, really want to share my value with the world, but I don't know how to package it. By the way, 10 people write to me in my email every single day with this frustration. Vishen, I'm a leading yoga instructor. Vishen, I'm a coach for people who want to, you know, sell on Instagram, but I don't know how to get to a wider audience. And then there are people who create great product. Many people creating AI tools, they just can't get out to a wider audience. Third thought, sorry, I'm great in a room of people, but I can't seem to scale my product delivery beyond my city or from my country. How did you take a team in Malaysia and scale an American company without having an office in America? So this is a big frustration as well. Now, of 1, 2, 3 and 4, which one for you was the biggest? Now, by the way, when you, when you reply in the chat, we actually have an AI analyze it, and after the end of this conversation, we'll be actually able to See what people are labeling their top frustration. We have an AI that's going to be analyzing the entire chat. So when you say something in the chat, it's actually being listened to and read. Okay, let's go on to the second set. I've tried multiple approaches. Nothing works. I feel stuck at a wall. Whether it's 200k, 400k or 4 million, I was there. We were stuck at a quarter million a month, 18 employees, quarter million a month for the longest time, and we couldn't break free. And then one idea, one idea that I learned in four hours allowed me to go from a quarter million to have my first 1 million month. And now, of course, that is multiplied multiple times. I'm going to actually show you what that is in a moment. But how many of you here have been stuck? Maybe you're just waiting for that one idea, that one template, that one blueprint.

6.

I can generate revenue but not profit. The money comes in, but there's nothing left in the bank. How many of you are just spending money on advertising, but your margins are so low and all you're doing is making Mark Zuckerberg and Larry Paul Page wealthier. Then there's I spend on the right things, but it never creates the growth I want. You're buying every course. It's just not working. And the final one is really interesting. My family doesn't get it. They don't get that I'm obsessed about my business, that I have to keep thinking about it, that sometimes even while trying to have dinner, I need to check the stats. And every entrepreneur has been there. But if you don't know how to manage this, the difference between obsession but also having time with your loved ones, that can cause this severe disruptions in your life. But I hear you. I've been there too. So now off the eight, I want you to just put a number. Okay. Off the eight. So this is actually a survey. And we'll share the survey data with you in my upcoming newsletter. So this is 1, 2, 3, 4, 5, 6, 7, 8. Just put a number. 1, 2, 3, 4th, 5, 6, 7, eight. Now, most of you are going to have most of these frustrations. I did. But I just want you to pick the top one right now. Amazing, folks. I'm seeing a lot of twos and threes. I'm great at what I do, but I don't feel good at business. I want to share my value with the world, but I just don't know how. Okay, now one of the things that we created to help Entrepreneurs break out of. This is our Mastery program. And we launched our Mastery School about three years ago. And it's been a wild ride, guys. Like, we. I genuinely believe that what we're creating here is the future of education because we're not focused on the skills that you need for a job. We're focused on the skills that you need to create your own job. And look at these stories. These are from students who have taken mastery programs across the board. This is from AI Mastery. This person completely transformed the entire enterprise. This is. This is from Coaching Mastery, which teaches people how to become a really powerful top tier coach, consultant, hypnotherapist. This again is from Coaching Mastery. And I'm going to show you in a moment why I'm sharing this. But you can see just incredible results. This lady. Revenue up 71%. Databrace grew by 200%. This person. The program didn't just teach me how to grow a coaching business. It gave me foundations to grow any business. This is from social media, Media Mastery. This person doubled their newsletter, doubled their subscriber growth. The point is, our Mastery programs work. In fact, I do want to show you this. Let me just close the screen for a second and show you a different screen on my laptop. Okay? I want to show you this. Could you guys share my laptop screen, please? We collect hundreds of testimonials from our Mastery division. All good, guys. Oh, you have to change it then. Don't worry about it. We'll come to that at the end of the presentation. One second, guys. I threw the AV team in a disarray because I was trying to share something I should not have shared and I lost my screen. So give me a quick second to just get this sorted out. Av, could I get someone in the room, please? Okay, this is what I want to share. One second. Okay, great. Okay. Is that good? Can I get my slides up, please? So this is why we created Entrepreneurship Mastery, which is our newest master. Now, yesterday I did a presentation on this. But I want you to know something. What I'm going to show you now is something we decided to do to completely change the way we're going to deliver this based on your feedback yesterday. Yesterday was a trial run. We had an AI analyze 8,000 comments in the chat. And then based on your 8,000 comments, because we are always listening, we decided to change Entrepreneurship Masters to be something that is so irresistible for you and so safe that you that even if money is an issue, it's no longer going to be an issue. And if you stick with me, I'm going to show you why. So what is Entrepreneurship Mastery? Well, if you've enjoyed learning from all of these teachers, Entrepreneurship Mastery is where we actually take you and guide you for six months to build your dream business or to explain expand your current business. If you're in any of these situations, if you felt like your business is stuck at a ceiling, this is for you. We're going to break that ceiling. If you feel like instead of running your business, your business is running you, we're going to show you how to create balance like all great entrepreneurs do. If you felt like there's no way in heck you can scale your business without burning yourself out, we're going to to show you how to do this in 30 to 40 hours a week. And if you want to step out of the operator grind and truly be an iconic founder, an iconic coach, an iconic consultant, be a brand name, we're going to show you how to get there with ease. So Entrepreneurship Mastery is all about how to transform your business to become the dream business you've always wanted. And obviously it's for founders, solo entrepreneurs, small business owners, CEOs, speakers and authors, influencers, C level executive coaches. But what we're about to do is expand it to a much wider audience. First, let's talk about the biggest fears. Okay, so when we polled our list, when we asked you guys, what are your biggest fears, stepping into entrepreneurship or in your current business, this is what we found. 34% of you said it was marketing, visibility and attracting enough clients. 27% said you were overwhelmed. 23% said it was fear, it was mental blocks, and 8% said you simply lack the systems. You lack the systems to allow your business to run effortlessly. So what if we could do this? What if we could basically in six months, help you over overcome all of these items in six months, what if we could get you in the top 1% of entrepreneurs who actually get marketing, who get operations. What if in six months you're working on your terms, on your hours? In other words, if you're burning yourself out at 50 hours a week, we show you how to eviscerate 10 hours so you're at a comfortable 40 hours or less. What if you had unshakable confidence in yourself and your systems? And what if you have world class systems to emulate? So this is what we are seeking to do, but how we do it is going to be rather unusual. The first thing is some of you are thinking, nah, not another training, I don't have time for this. Okay, Time is not going to be an issue before, before you even start this program, we are going to give you three extra hours a week. I'm going to tell you in a moment how you're going to add at least three extra hours a week. And we're also going to show you how to build AI employees that can start taking away work that you are trapped on. Okay? So time, trust me on this one, time isn't going to be an issue. The next one is, is this money isn't going to be an issue. We have decided to update our guarantee to be what we now call the Mind Blown Guarantee. And I'm going to share this in a moment. Wait till you see this. It's never been done before in Mindvalley. And when I shared this guarantee with my team, my team said that this is basically crazy. You cannot do this. But here's what's going on. I'm living in London now and I'm about to launch a new podcast. And my focus is going to be on entrepreneurs and founders. So I'm going to be creating a ton of content on entrepreneurship. If you check my Instagram today, you'll see that I just. I revealed the new entrepreneurship hub that we're building here in London. We're going to be inviting founders for dinner. Maybe some of you might be there. We're going to be filming special talks and we're going to be broadcasting this to the world. Just had a chat with Daniel Priestley. He's about to fly to spend time with Richard Branson on Necker Island. He's coming back in a few weeks and we're about to do our first entrepreneurial talk here in London with Daniel Priestley, sharing Branson's secrets. So I'm going big in this field because I love entrepreneurs, I love the founder movement, and I want to make sure that everyone here who wants to join the cult of the entrepreneur has availability to get there. And so I spoke to my team. We changed the entire offer from yesterday. So money is not an issue. But you'll have to stick with me to see why now. It also gets better. Mindvalley trains 6,000 coaches every single year. And we have half a million people in our coaching list. And many of our coaches are incredible people. They are healers. I love healers. Healers, because healers go out there and they change the world. But many of them cannot scale to the level that they want to be. Now, I love coaches because I started as one. I quit Silicon Valley to get certified in meditation and I was teaching meditation to small groups of 20 as a facilitator. The difference between me and many other coaches is I figured out a way to scale from making just a couple of thousand dollars a month to building a company doing a hundred million plus in revenue a year. And I want to teach other coaches how to do this as well. So coaches, facilitators, consultants. Maybe you're a business consultant, maybe you're a marketing consultant, maybe you're a solopreneur providing a service. We're going to create a version of this program customized just to you. Okay, so I'm checking the chat and I'm seeing a lot of excitement here. So you guys ready to go? I want you to type in yes without using the word yes. So you can say woohoo. You can say great. You can say see, you can say key. You can say it in your own language. Okay? And just stay with me because what you see is going to be pretty special. And it's different from what we presented yesterday. I looked at 8,000 comments. We looked at everything you put in the chat. We looked at people who said, you know, I don't know if I'm going to have the time. I don't know if I can afford this. And I asked my team, what can we do to make this available to the most number of people in the easiest possible way? Okay, so first, some history. Why am I doing this? Why the heck do I want to make this available to so many people? When I first started out my entrepreneurial journey, I was stuck. And I was so frustrated because I couldn't break a revenue ceiling. And five years into the company, five years into the company, I was earning less than if I had just stayed at my day job. And I watch other students who graduated University of Michigan with me. They were lawyers, they were working for Boston Consulting Group. They were making hundreds of thousands of dollars a year. And I was stuck. And I had all of this risk in my shoulders, and I. I was in Malaysia. I was outside the U.S. now, I discovered something one day, and it had to do with the idea of, well, why am I trying to figure this all myself? What if I can just find great teachers and learn from them? And so there was a really incredible Internet marketing teacher called Alex Mendocin, and he came to do a seminar in Malaysia. I remember it was 500 bucks. I couldn't afford it. So I go to the hotel where Alex Mendocin is doing his seminar. And I know, I peep into the room. There's security there And I can see there's about 200 people in that room. And remember, 500 bucks in Malaysia was a lot of money. And I know something about human nature. Alex Mendocian is eventually going to have to pee. And if he's going to have to pee, he's going to exit that room and go to the restroom. So I had this printed paper ready and I said, Alex, I'm great website builder and if you teach me how to do your. He sold a program called Teleseminar Secrets. If you teach me how to do teleseminars, which is the old name for webinars, I will build your website for free. And I wait for Alex in the bathroom by the urinal. So Alex comes, he's peeing and I, I should have probably waited till he washed his hands, but I hand him the piece of paper and at first he's feeling really awkward, but then he finds it so, you know, like intriguing. With that proposal, we start talking and he agrees to do a four hour training for my team. Just four hours. So Alex does a four hour training for my team. He's in Los Angeles or San Francisco. I believe that he was, he was living in Marin County. I'm in Kuala Lumpur. Four hour training for my team on webinars within one month, because we take action. We launched our first webinar in one month. We went from a quarter million a month to 1 million a month. That first webinar was for a product called Quantum jumping. We broke 1 million a month and Mindvalley has never been the same again. Now I didn't stop there. I then decided to write a book. So now to write a book, I go to a teacher, Michael Drew. And by the way, this is an actual picture. I became friends with them. This is me hanging out with Michael Drew and Alex Mendocian. And you know, everyone just writes a book, but they do not study how to market the book, how to get the book to the top of the best sellers list. And this is the classic problem that so many of you have with your business. You are passionate about the book, the product, the coaching. But you forget, forget that if you follow the right tactic, you could be reaching a hundred times as many people. So I wrote a book, Code of the Extraordinary mind. I spent $10,000, hired Michael Drew to advise me on marketing. This is what happened when I launched a book. See that? The book hit number one on Amazon. That's September 16, 2007. You see that? That's a screenshot. Number one, that's Amazon author Central. Now, I want to stress something. It didn't hit number one in its category. It didn't hit number one in meditation books. It hit number one in all books. Number one in all books globally out of 20 million copies. Now, one more thing. Extra proof. This is the screenshot from Amazon. That day, I became the number two author in the world for five days. I overtook Hillary Clinton. Clinton, whose book had come out. This was 2016. I overtook the combined works of Tolkien. And number five was J.K. rowling. My book was read by so many people. That day, I overtook the combined works of J.K. rowling and all the Harry Potter books. Why? Because I learned the technique and it's called the 11 page technique. And I'll explain it in Business Mastery for those of you who want want to write a book. So I went on to not just have the number one book in the world. I went on to do $400 million in webinars since 2008. That's how people know mindvalley through our webinars. But we didn't call them telesummits. We didn't call them webinars. We understood branding. We call them masterclasses. So today everyone uses the word masterclass. I popularized it from 2008 to 2000, 2016, because I sold $400 million worth of masterclasses. And by the way, in our entrepreneurship mastery, I'm going to give you that masterclass blueprint. So what I decided to do last year was I launched. This was actually 2023. I decided I wanted to mentor entrepreneurs. So I want to tell you how we led to our current entrepreneurship mastery. There were three experiments we did going all the way back three years. The first experiment was business mentoring. This was back in 2002. It was a $9,500 program. And this is what it looked like. It was limited to 200 people. And what I did in this program is I gave them access to all my templates, including my masterclass template. Now, was $9,500 worth it for 12 templates? There were just 12 templates there. Well, here's the thing. A single replicable system can make an entire program pay off. Would you like to know, if you're an author, how I got my book number one on Amazon? Would you like to know if you sell on webinars how I sold 400 million in webinars? Because that's going to make a difference. So these are all the systems that I have put together right now that I think I'm probably one of the best in the world at and these are all the systems that I'm going to teach in Entrepreneurship Mastery and we're going to go deeper into them later. But for those of you who want to take a screenshot, all of these, each of this is worth the entire program itself. Let me give you an example. When I launch my first iteration of this, I sold 12 systems. Each one I delivered as a PDF and then a one hour class, 30 minute Q&A. And this is an actual chat in our chat group. Just wanted to say if someone is still questioning the $9,500 USD investment and complaining things might not go perfect. Today's call with Vishen open to us where he opened to us and brought in his and it goes on to say his advertising secrets was worth the entire program itself. That's how powerful a single template is. You saw what Alex Mendocin's webinar template did for me. Stuck at a quarter million, went on to 1 million, went on to do 400 million master classes. You saw what the book marketing system did for me. Number one book in the world, overtaking J.K. rowling's. So if you say systems don't work, you do not have the right systems. Alright, so that was experiment number one. Now we decided to do a second experiment. I wanted to meet people. So that class was through Zoom. So we decided to raise the price, bring it down to 100 people. So now it goes up to 30,000 people. Sorry, $30,000 limited to 100 people. And people got really amazing results. Their health, their mindset, their business. People transformed their lives through this program. Now this is what we learned when we went to 30,000. Entrepreneurs don't just want marketing. The templates are great, but you want to learn mindset psychological frameworks and you want community. So there was a study done on entrepreneurship training, right? And the study found that if you just teach people marketing, they will grow their business by 12%, which is good. If your business is doing 100k small, you grow by 12%, that's an extra 12,000 a year for the rest of your life. That's a lot of money. That's certainly worth at least 5,000. But if you also teach mindset, the growth is 30%. So what if your business could grow by 30%? That's what we do. Not only are you going to get the templates, we learned that we also got to teach you the psychology, the mindset, the correct thinking of iconic entrepreneurs. So now we decided to expand the program and this is where a really Powerful insight came to me a couple of years ago. This was way before we were at 100 million. We were doing 20 million. And I decided to spend $40,000 to go to Necker island for a mastermind, 30 entrepreneurs with Richard Branson. So anybody can go to Necker island and mastermind with Richard Branson. But there's a cost to it. It's $40,000. Now there in that mastermind, there was a man from Texas who ran a hotel, airport logistics company. He, his wife were there, they flew down in the private jet. They were extremely wealthy. And I asked him, you know, what type of revenues does your company have? And he goes, 100 million. And I go, gosh, you must be really busy. And he goes, no, actually, once you get to 100 million, life is actually easier. Now this blew my mind because in my mind I always thought that if you scale to 100 million, complexity goes up, your working hours goes up, your risk goes up and life becomes harder. And I had two kids and I didn't want to break my bond with my two kids. I did not want to have to give up weekends for those kids. And I didn't understand it. But that belief, that bullshit belief kept me capped at 20 million. Now this mindset shift from this guy who ran this airport logistics company whom I met on Netflix island changed me. Within five, I believe it was six and a half years, we hit 100 million. That's what mindset does. So the next iteration of our entrepreneurship training, I decided I want to be with more iconic entrepreneurs. I want to bring in people who are doing 100 million. So now we launched a hundred thousand dollar program limited to 20 people and we brought in myself. At that point we were doing 140 million in revenue. We brought in Dave Asprey, he had taken bulletproof and upgrade labs to well over 100 million. We brought in Naveen Jain, billionaire, who was a billionaire son, and we created $100,000 program because mindset matters. Now this worked really well. But now what we decided to do is combine all of these. Combine the idea of learning from icons like Naveen, learning from templates and replicable systems that I created for Mindvalley and scaled it to 100 million. And then a guided flow where we also focus on mindset. So you're not just learning marketing strategies, you're actually shaping your manifesting ability, your mindset, your beliefs system. Because studies show that that will take your improvement level from 12% to 30% and all of this comes together in entrepreneurship mastery. Okay, now imagine if One decision can shift your revenue, your impact, your legacy forever. Like that one decision I made to hire a book marketing expert. Like that one decision I make to wait in a restroom and hand that piece of paper to Alex man dossier. And as creepy as that thing sounds, what if one decision could be holding you back from your dreams? So this is what we're doing. Our program is about transforming your business, transforming your life. Entrepreneurs fail not from laziness, but from being stuck in daily chaos, from unclear office, unpredictable revenue and $20 an hour BS task. They work for their business, not have their business work for them. This is about breaking that cycle. Okay? And here's how we're going to do it. Firstly, for six months, we're going to bring in iconic entrepreneurs to guide you. And secondly, we're going to create a guided curriculum flow that is so powerful, you cannot help but transform. Now, I want to show you how we're doing it. We've already identified the icons. You're going to learn from Dave Asprey, who built Bulletproof, from Daniel Priestley, the most featured teacher on Diary of a CEO. So imagine the number one entrepreneurship podcast, Diary of a CEO. Daniel is the most featured guest because of his brilliance. Didn't you love Daniel? Today you're going to learn from the number one trainer of coaches in the world. This is valuable for those of you who are coaches, consultants, hypnotherapists. You're going to learn from Mickey Agrawa, a woman of color who's not even American, who moves to the US and starts three businesses and scales them to 100 million. You're going to learn from Sonia Riccardi, who built a lifestyle business which for 10 years has been the best, one of the best funnels in the industry. You're going to learn from billionaire Naveen Jain. You're going to learn from Kim Perel, who sold her last company for a quarter billion. You're going to learn from Kwame, one of the most incredible communication teachers. You're going to learn from Vern Gal, the guy who started the biggest entrepreneurship organization in the world. You're going to learn from me, the guy who built the biggest transformational organization in the world. And all of that is great. You learn from icons, but I want this program to be effortless for you. By the way, some of you are thinking, you know, I sign up for these programs, I don't show up. Trust me, when you know Naveen Jain is speaking, you show up. But the other thing we do to ensure you show up is I'm bringing in the world's number one transformational architect. This is Eric at Meedis. And I see you guys asking where's Eric? This is Eric. Eric is actually going to be along with me one of the top teachers in this program. Now why am I bringing In Eric number one Eric's program speaking academy has a 100 NPS. Eric designs curriculums that are insanely good. Tony Robbins puts him on stage. 100 NPS. That's a perfect score. If you don't know the NPS methodology, it is the methodology that industries and companies use to rate their product. When the iPhone was released, its NPS was 82. Anything above 50 is considered outstanding. 100 is almost unheard of. Eric's methodology got 185% completion rate. Completion rates in regular programs are 15%. Know that you know that Eric's typical completion rate is 85%. This means those of you who think you know, I don't know if I should join Entrepreneurship Mastery because it's. I don't stick to it. You don't have to. Eric is going to make the. It's going to make you stick. The program will stick to you. You're going to see how we've done this over and over again. 85% is not 100%. But we're going to show you how we're going to mitigate that. So this is what you're to going going to get for six months. World class mentors who are iconic entrepreneurs. Just like that $100,000 program. One of the world's most effective transformational models. Just like a $30,000 program. But one more thing. We wanted to add a really powerful bonus. So in 2023, and this is actual historical data, people paid $9,500 for my templates. We're going to add them here free. So you're going to get my templates and I'm actually going to ask you guys to vote which are the ones you want. It took me 15 years to scale from being a coach to 100 million in revenue. And I want to shortcut it for you. Let me tell you what I'm going to share in these templates, right? I'm going to share the employee branding and hiring secrets that allowed me to become the number one company to work for in Malaysia. Build what Inc magazine awarded in 2012 and 2019 top 10 most beautiful office in the world. I'm going to teach you how I optimize revenue with unique upsells and down sells that led to an overnight 30% boost in revenue. I'm going to show you deeper how to build AI team members. If you loved that session yesterday, wait till you see where we're going to go. I'm going to show you a data management strategy so many entrepreneurs don't get. But 20% of a knowledge worker's time is wasted digging up information. We're going to show you the science of how to use a tool called airtable to organize all your company information so it can easily be fed into an AI and turn your company so that you can build an AI layer on top of your company. That is your second brain. That is wild. We just became a case study in one of the universities in Asia and this case study on Mindvalley is about to be published at a conference in Hawaii. For this I'm going to teach it to you. It's a lot simpler than you think. You're going to learn how to own your audience through list building. I have a million people on my email list and I generate $50 million from my emails last year. I'm going to show you exactly how we're doing it. You're going to learn how to use webinars to sell. Our company has sold $400 million worth of products on webinars. That's almost half a billion. I'm going to give you an exact 40 page webinar blueprint you just have to copy. I'm going to show you our copywriting secrets and I'm going to teach you how to build your own custom copywriting artificial intelligence. I'm then going to teach you the most powerful triggers of influence and sales from all the best copywriting books that will increase significantly your conversion rate. You're going to learn the OKR model that's used by Google and mindvalley to inspire employees to truly innovate. I'm going to teach you a company culture models which has made us win world's most democratic workplace eight years in a row and numerous awards in company culture. I'm going to teach you how to build lead magnets you using AI so you start building a list just like that lady we demonstrated with yesterday who runs the skincare company. You'll be able to build your lead magnet in seven hours flat. I'm going to teach you a concept called OODA looping that I learned in a private class with Larry Page of Google and Google's VP of technology Ray Kurzweil. This was at Singularity University. This model has changed change my life and it will reduce the number of meetings on your calendar by 30 to 40%. I'm going to teach you my founder operating system, which also includes, and this may sound a little bit crazy, but 32 unique supplements I take every single day to keep my mind, my brain, my sleep, my health, my body all optimized as I turn 50. And I'm going to teach you vibe coding, how you can build an app with no programmers in 15 hours. How you can solve any problem that comes your way. I'm going to give you all of these templates each. I designed it to be worth the entire price of this program. So not only are you going to get the world class mentors, not only are you going to get the world's most effective transformation models, all guided by Eric at Meedis, but you're going to get my secret templates. Okay, now what are we going to do together? What will your life look like at the end of six months of first? Now, I'm gonna go faster through this one. But we're gonna shape your entrepreneurial mindset and identity so you bust through the beliefs that are holding you back. Like my stupid belief that getting to 100 million creates unnecessary complexity. You're gonna learn how to nail your product. By the way, our chief Product officer Manandev will bring him in to teach you. He has five inventions in Time magazine. He, for example, invented the Rollie keyboard, which those of you who are music will know. And he just won five awards at the Consumer Electric show for Mercedes Benz Sound Drive, which is the new AI technology that optimizes sound in your Mercedes to match your driving. It's about to deploy in every Mercedes car in the world. He's going to be one of your teachers. We're going to teach you how to transform offer and pricing. You're going to get my secret pricing guide that I use for every pricing we do. And I'm going to to share with you all the pricing tests we've done. You're going to learn revenue models and conversion engines, how to build unique models, upsells down, sells, upgrades that optimize your revenue so your ads start converting. You're going to learn how to elevate your marketing. How is it that I can have one ad on the Silver Ultramind system and do $40 million in revenue from that one ad and have it been seen by a hunt million people? We're going to show you. You're going to learn personal brand storytelling. You're going to learn how to articulate your story as powerful as entrepreneurs like Elon Musk. Like Naveen Jain. You're going to learn how to recruit and lead teams, how to inspire people to want to join you, how to know when to make your first hire, when to fire, when to bring in AI versus a human being. You're going to learn how to exponentially grow your company using AI tools for entrepreneurs. No coding, no AI experience necessary. You're going to learn to nurture your own boldness and ability to execute. Confidence and execution skills are important for an entrepreneur. E. You're going to learn excellence and continuous innovation. And by the way, did you notice all of these spelled the word entrepreneur? And then you, you're going to learn how to unlock wealth and cash flow so you can pass generational wealth to your children. You're going to understand how to pay yourself, when to pay yourself, how to diversify your investments. You're going to learn to record your identity and rituals so that you become an entrepreneur that's unstoppable. Now, how does the program work? Okay, six months Transformational Journey. So our mastery programs are five months. Why is this six? Because I'm giving you that bonus of case studies. Okay, so That's a bonus. $9,500 bonus. But we needed to add an extra month. Now, the case studies are not going to happen in month six. We're going to scatter them throughout. So you'll get case studies already within the first two weeks of this program. Okay, so that's why all our mastery programs are five months. That's why this is six. It's because of that bonus. Now, in total, it comes to two sessions per week for 24 weeks. So that's 50 sessions total. This includes a welcome session by me and Eric and a graduation session where we celebrate your victories. It's three hours a week flexible training, which means show up live. If you can't, recordings are available for you. You get access to our exclusive app. And the three components of the programs are, number one, you learn from icons. Number two, the transformational curriculum by master architect Eric Atmides. And third, vision Secret templates. So, first six months, live Entrepreneurship journey, World class icons. Okay, you guys get that? Number two lead instructors are going to be me and Eric. And someone asked, is it interactive? Yes, it's all on zoom. No recordings. Every single thing we teach is live. Our program structure is 60 minutes of training, 30 minutes Q&A. So three hours a week, two trainings a week, 50 classes over six months, all recorded. And it's all on the Mindvalley app, which you can watch on your iPad or Your desktop. Our app has been featured by Apple. It is currently a demo app in every single Apple store in the world. Go check it out. You do not learn on a crappy platform. And Eric at midis. Really, really excited to bring Eric here. This is Eric receiving the Transformation Architect award for his work in transforming human beings. This is why Eric can teach a diet program, Wildfit. Any Wildfitters here? Put a wildfit in the chat. This is why Eric can teach Speaking Academy a speaking program. It's not because he's the best speaker in the world or he's the best diet coach in the world. No. What Eric is best at is getting you hooked and building habits and creating transformation models. That is his art form. We call it transformation architecture and we are applying that to Entrepreneurship Mastery to make this the best entrepreneurship training you can possibly take. Okay, watch. Number of people over here who are talking about how their lives have changed with WildFit. Okay, next, it's an easy three hours a week. Okay, that's super easy. What is that for the average entrepreneur? Well, entrepreneurs typically work about 45 hours a week. Three hours is 6.6% of that. Can you put three hours a week? Abso freaking lutely. If you say no, I bet you your line. The average American spends two hours a day on social media and two hours a day on television. Our audience is 55% American. All you got to do is just avoid social media or TV for one day. And by the way, the way our teachers teach, it's way more fascinating than TV anyway. And you get ideas for your business. So three hours a week is not an issue. Also, you can watch the recording and double speed it if you want. You can get the transcript, stick it into ChatGPT, summarize it. There are so many ways to make it it work. Amazing community. This is the gift that keeps giving. When you join this, you're going to meet 1000 friends and many of them will all be connected to you on our community app. So you can communicate with them, you can chat with them, you can find allies, maybe even a co founder. I love our community. This is a picture on Monday this week when I invited students of Mindvalley's Manifesting Mastery to help have dinner with me in London. 40 people showed up. It was such a beautiful gathering. And what I noticed is that the level of depth, the quality of people in the community of our mastery students is so good. Like you see that lady next to me? She's in a wheelchair and I was chatting with her And I found out that despite being in a wheelchair, she is the Foster mom for 110 kids in Uganda. How unbelievably cool is that? And the community is so, so caring. The initial place where we were having our dinner was not wheelchair friendly. So this lady in a wheelchair shows up, and then she finds that there's no way for her to access the dinner location, which is in the basement. So what did everyone do? Everyone decided to move locations. That is compassion. That is community. It, like, almost brought tears to my eyes. This is what I love about our community. And, you know, you're going to get to meet many of these people in our MindValley app. This is not an ordinary community. I want to show you what the app looks like so you can also see the quality of what we build.

Yeah. Yeah. Hey. Oh, wow.

Talk of the time.

You ain't seen nothing. I'll show you something. You don't want the m.

Is that. Is that.

Is that new sign? Is that.

Is that. It's that new sign.

New hype, new vibe.

Okay, so that's what I app is like. And you get to meet all of the other community members. Okay. Now we get that some of you are at different levels. And so we designed this program so that even if you're just starting out as an entrepreneur.