The Best of Mindvalley Entrepreneurship Summit 2025

Left everyone buzzing. The ones that truly shifted the way we think about building business, the way we think about leadership, and of course, legacy. And here at mindvalley, we believe that most entrepreneurs don't fail because they're not working hard enough. They stall because they're trying to do it all themselves. And that is exactly why this summit was created for you. To give you access to the step by step frameworks, systems and of course, the mindsets that help founders and visionaries scale their business and their impact. So today you are going to hear from some of the world's most influential entrepreneurs and thinkers. Dave Asprey, Vishen, Daniel Priestley, Naveen Jain, and Shade Zahra. They're all sharing their wisdom and mindset and identity that it takes to thrive as an entrepreneur. You're going to learn powerful frameworks such as how you can use use your soul to scale, how you can attract opportunities effortlessly and of course, build something that lasts. And here's something special. This highlight experience also gives you guys a preview of Mindvalley's entrepreneurship Mastery program where you can continue learning directly from these incredible teachers for the next five months. This only happens though, once a year. And so I want you guys to know this. There's no replays, so make sure you stick around until the end. Plus, at the end, Vishen is going to be joining us here live to answer your questions and go even deeper into what's next for you and your business. So to kick things off today, part of our highlight experience, we will begin with someone who is an incredible visionary entrepreneur who's built multibillion dollar companies across different industries, from technology to health care to even space exploration. He's the founder of Viome Transforming of how we approach health. He's created Moon Express, the first private company approved to land on the moon. And he's famous for saying it's not about making money, it's about making a difference and the money will follow. So everybody please welcome a true moonshot thinker who proves that no problem is too big to solve. Everybody, Naveen Jain.

This decade of my life, I am focused on one simple thing. What can I do to help people live healthier at 100 than most people live at 50? You know, most people think that longevity is about how long can you live? And I think really that's a bad way of looking at it is because no one wants to live to be 200 years and spend the last 100 years in ICU. What people really want to do is to live healthy as long as you live and that means you really want to be able to die on Mount Everest. Because you were able to climb Mount Everest on your last day of your life. And that means able to do things that you absolutely love every single day until the last day of your life.

Right?

And it is quite possible today I just turned 66 two weeks ago. So here I am. And I can tell you that at 66, I am healthier today than I was 25, 26 years ago. If you go back and look at my pictures from 40, I was overweight, I barely could do anything. Now I climb two stairs at a time and God knows I don't need more energy. And here's the best part. I take zero fat pharmaceutical drugs. I have no single disease. I am at thought, you know, I've never worked, used to work out. I started working out, give or take about a year ago. And I would say last Wednesday when I was working out with my trainer, I was pushing 200 pounds on my squats. And I'm thinking, amazing, right? So it is, it doesn't matter. When you start in your life, you can actually be healthy and you can actually reverse your chronological age. Essentially whenever you start a company, start a project or start anything that's going to take a significant amount of your time, you have to ask yourself three basic questions. Why this, why now, why me? Why this is very simple. Ask yourself whatever it is that you're trying to do, God forbid you are actually successful in solving that problem. Would it help a billion people live a better life? Because anytime you can build any product, any service that helps a billion people live a better life, you can create $100 billion company. But you never wake up in the morning and say, how do I create a hundred billion dollar company? Making money is simply a byproduct of doing things that improve people's life. Every day when you wake up, ask yourself, what can I do to make other people's life better? Making money is like having an orgasm. If you focus on it, you're never going to get it. So people who focus on making money always stay poor, right? And that's trick is always, always focus on doing things that make people's life better. Because that's, that's who becomes your loyal customer. And this is really how you create a great company. The second part of it is really looking to make sure that your timing is right, whatever you're doing. And that means look and ask yourself, what had changed in the last few years? What do you expect to change in the next few years? That will allow you to solve the problem at scale in the next three to five years. And this problem could not have been solved five years ago. That means really intercepting tomorrow's technology to solve tomorrow's problem, rather than using yesterday's technology to solve tomorrow's problem. Because by the time you're ready to scale, somebody comes along, uses the cutting edge technology and disrupts you because they can get a better price performance. The last part is the most important part, which is why me, what questions are you asking that are different from what everyone else in the industry is asking? Because the questions you ask are the problem you solve. And this really boils down to is looking at the problem from a completely different perspective. So for example, if someone were to say, look, there are going to be someday 20 billion people on planet Earth, how are you going to solve the world hunger and feed these 20 billion people? Every expert will tell you that means growing more food, increasing the productivity of the crop, reducing the wastage during the transportation of the food, because there's so much food that gets wasted in the transportation. But no one will ever ask the question, why do we eat food? But plants get energy from photosynthesis, which is radiation. Now can. And there are, by the way, bacteria that are growing and thriving in radioactive nuclear waste. What does that mean? That means these bacteria have figured out how to protect their DNA from radiation and how to use radiation as a source of energy. And what that really means is what if we can take the genetic material from these bacteria, use CRISPR to modify ourselves, and now we can get using the radiation as a source of energy. Honey, do you want to go out and get some radiation as opposed to honey, do you want to go out and get some pizza? So about eight years ago, as you were mentioning Kaitlyn here, I was running Moon Express. We became the first company ever to get permission to leave Earth orbit. We in fact President Obama signed into the law, it's called Space resource Act of 2015, where he said, anything we bring back from the moon, we get to own it personally and it won't be a property of the country. And we became one of the few companies to get $2.6 billion NASA contract. And I was on top of the moon. And then my dad was diagnosed with stage four pancreatic cancer. And my world completely changed. I didn't even know he was sick, let alone stage four cancer. And it got me thinking that why am I wasting so much of my time really colonizing the moon, when I barely even understand when my loved ones are actually Sick and dying. And I realized that I'm going to go solve the problem. And the problem wasn't just simply that he had cancer. I had taken it for granted that as he was aging, of course he's going to have diabetes. He's going to take his metformin. Of course he's got a high blood pressure. He's taking his blood pressure medicine. Of course he has got a, you know, plaque in the arteries. He got to be taking his statin. And the point was, I just assume as people get older, they're going to develop these diseases. And then I started to think about it. There's nothing in the human body that says once you turn 40, you're going to gain weight. Once you turn 50, you're going to have diabetes. Once you turn 60, you're going to have heart disease. You turn 70, you're going to start having Alzheimer's, and you start to get depression, it's going to get anxiety. It turns out there is nothing. In fact, in the last hundred years, we as humans really haven't changed yet. More and more of us are getting sick, sicker and sicker every single day. And I wanted to change that. And we said, and this is my why. Why this? I say, what if. What if we can understand what changes in the human body before people develop any of these chronic diseases? So essentially, so we said, look, what if we can actually understand what is changing in the human body? We can actually help 8 billion people live a better life. And that means the first part is solved. The second part was to solve this problem, we needed to know actually what. The timing is good, because the cost of digitizing the human body is coming down, cost of processing is coming down, and AI is becoming so much more powerful. We can actually solve this problem at scale in the next three to five years. And the why now was the why me was the most important part. While everyone in the industry was focused on understanding your genes, I realized the people's genes don't change when you develop these diseases. So if you do my DNA test today, and God forbid I gained 200 pounds, I still have the same DNA. Then I become diabetic. My DNA still hasn't changed. Then I have a heart disease. My DNA still hasn't changed. And then I die. And even 100 years after I die, you will notice that my DNA still hasn't changed. That means DNA can't even tell you you're dead or alive, let alone are you healthier or sicker. And the only thing that's changing is your gene expression and your rna. And we realize, what if we can measure your gene expression? What if you can measure your microbiome?

What would be your advice for the average entrepreneur here with us today? The average entrepreneur here with us today is at the 500k a year in revenue. In revenue. So with EBITDA they are probably taking home between 50,000 to 80 to 100,000. What level of thinking do they need to ascend to break past their ceiling and get to the next level?

Very good question. So vishen, it's not about what is it that you do today. You have to start on day one thinking about what if you are actually successful. So if you say on day one, even before you start your company and says, oh my God, if I want to serve a million people, whatever that is that you're doing, I want million people to benefit from what I'm doing, then suddenly the things you will do and how you will do them will completely be different. You can actually do anything 10% better. But when you put a constraint and say I want to be 10x or 100x better, it changes how you actually do things. And I can give you an example of what I mean by that. So there was a very famous person, they were building a course and they thought if they can teach meditation and some type of mind mind calming exercise, the people's productivity will go up. And and they went to different schools and had a teacher start to do what they call mindfulness break. And they showed the tremendous amount of success in that and they thought, oh my God, now that we have a proof point, I want to really go big. So they went and this person went to the head of army and said, what if we can actually help the army actually be more productive and have better things? And he said great, I love the idea. Here are 100,000 people, go do it. And she said, are you kidding me? I can't do that. Because she had built her business by having a person going to each class and teaching this stuff. She never thought that she was going to get to 100,000 people. So even while she succeeded, she failed. And that's the thing, what I'm saying is what if on day one she thought I was going to help a million people? She would have built a program which was going to be online and proved that online program can actually be implemented in a school and proven that it works. Then she could have gone out and helped a million people or 100,000 people. But the fact that she never believed it was going to, she was going to build a massive business, actually ended up failing while she succeeded. When you define your business based on what is it that you do, you have limited yourself and in fact have restricted to what you're going to be doing. So you have to fundamentally ask yourself, what problem are you actually solving? So if you say, for example, I am in a trucking business and it is a great business to be in the trucking business, but what if one day we are going to have different modalities? We are going to have planes, we are going to have these hyper transportations, right? And then suddenly you are out of business. So if you define yourself, the business I am in, transporting goods from one place to another place, then it doesn't really matter what happens next because you are actually going to be able to teleport one day because that's the business you are in. You are no longer in a trucking business, you are in transporting the goods business. And teleportation is just a mechanism doing it and could be anything else. So now if you go back and says, I am in the business of say, coaching, it's not. The coaching is a means to an end. You have to ask yourself, what is it that you're trying to change? Who are you helping? What is the problem you're solving? And if you do that, the modalities will continue to change. As modalities involve, it may not be coaching, it may be something else, as long as you're solving the problem that you set out to do. So give me a couple of. Now we can pick any one of these examples.

Let's go with Rana's example. Rana, thank you for sharing. Rana says, I'm a real estate broker and want to expand more.

Yeah. So again, remember, what is the purpose of a broker? If so we start and say, what is the problem am I solving? I'm trying to find a marketplace where a buyer who wants to actually find a place to stay and any seller who says, I have a place to stay. Now, it could be temporary or it could be permanent.

Right.

So you could be a real estate broker where you're finding a person's rent, or you could be a real estate broker that you're actually selling your home. Now the question really comes down to is if that is your business is to actually trying to get two people to meet, what are the different, different ways can you do that? Airbnb, for example, is really is a real estate brokerage business for short term rental.

Right?

Right. So if you start to think about that, anything you want to build it doesn't need to be just the fact you can only do that in the local area that you are in. You could be virtual and you can still build that business. And you can start to in fact create a mechanism where you can bring buyer and sellers using the technology. That means you can now have the people to have a virtual walkthrough as opposed to actually having to go physically and walk through the space. So what if you can now show people, whether it's Apple provision or in the metaverse, you can actually be walking through a home and you create the set of technology where every seller simply takes your tools, create this stuff and have people in any world, any part of the world can actually be as if they are in your place, visiting the home, and may be able to see surrounding areas, maybe in fact even be able to talk to the people who are neighbors, right? So point is, every one of those things are possible. You just have to say, if this is my business, how do I scale to massive quantity? And not just 10%, not just 40%, not 50%, because that you can do simply by doing more of what you are doing. So if you want to increase something by you know, 10, 20%, 30%, 100%, you can just do more of the current thing. But you say if I want to be 10x or 100x, you have to rethink how you're doing it. Ask yourself, why do you want to do something if it is something that drives you? Because it is your personal obsession, because this is something you care so much about it you're willing to give your last drop of blood. If this is something you're willing to die for, then you say, this is what I want to solve. Because once you find something that really drives you so far, that the hurdles that come in your way, you are able to get around them, go over them, go under them, because you're willing to solve that problem, because it matters.

A lot to you.

Now obviously it's not about loving something, it's about having that obsession to do something. And I think as you and I were talking about it, this love your job, or job your love. And I think the different ways that I normally would say that is, many people spend their life trying to find the meaning of life. What is the purpose I'm here on earth for? Rather than finding the meaning in life, and the meaning in life is very simple, that means the thing that you are doing, you find meaning in that. Just because you have a very large vision, you don't boil the Ocean, you say, my goal in life is to create this for 100 million people. And this is how I'm going to, if I succeed, I'm going to build things that are going to help 100 million people. But I'm going to start out now here to helping 100 people or thousand people in my community where I live. And I'm going to prove that it works right here. But I'm going to use the technology that can scale 200 million people. And once it works here, I take it to the second county, I take it to the second city. And now I've proven the three cities. Now I go completely national. I mean this is literally how every company starts. So let's look at Uber. Uber started as simply a company in San Francisco and they said, oh my God. It took us one year but we finally figured out how it works. Now we're going to take the second city in Chicago and they say, oh, this is just not San Francisco. This is a replicable problem I can do in Chicago and then say, now I can go raise tons of money to become national. And literally every company you look at Waymo, you look at all the self driving car, they take one thing, they say, all right, I can prove it now. Now I can go national. So the point is, even it doesn't matter what you're doing, you need to think, what if I succeed? How would I skip?

And Naveen, there was a very powerful technique that you mentored me once. You taught this to me and it's called, I believe it was how if you're pitching to talent, you're pitching to an investor. You start with a bold vision that you say, imagine a world. Dash, dash, dash dash dash. Okay, I want you to share that technique for everyone here who's looking to attract talent or looking to attract investors. Absolutely.

So first of all, anytime you're talking to someone for looking for investment, if you tell them what you do, and most people say it's too small for me to really spend time investing in this business. Right. Because when you invest, you're actually investing a lot of your time and energy into it. So what you want to show is not what you are today, but what is the, what is it that you can be when you're successful. Right. So always focus on at the end, what is the end goal of when you are successful? What would that look like? And then you tell people this is where you are and this is how you go from here to there. Right. And having that clear vision where you are able to show with clarity. And so I always just start imagine a world. And this is where interesting thing happens is vishen most people will tell you things that cannot be visualized. The idea of a vision is something when you tell someone they can visualize it very clearly. That means it has to be so vivid, so clear that anyone actually listening to it can visualize it. So if you say my vision is to become a largest company with largest market share, people say they can't visualize that. What they can visualize is like Martin Luther King says, imagine a world where the black man is holding the hand of a white girl. Now we can close our eyes. We can visualize that so clearly right now. That is what you want to say. So you say imagine a world like I define where people at hundred people at 100 are healthier than people who are living today at 50. And the difference between an entrepreneur and a cult leader is as the company grows, the cult leader keeps the loyalty to themselves and entrepreneur actually transfer the loyalty to the vision and to the mission. That means they no longer say it's not about me even if I leave, the mission must go on.

Naveen Jean is one of my favorite teachers to learn from because he doesn't think in a box. And he, he will even tell you that the bigger the idea that you have and I saw so many of you putting them in the chat, some beautiful things, your visions. The bigger the idea, the more you can get people on board with it. And I love this idea of getting people to think. It's kind of like our subconscious mind. We have to, to be clear, we have to be specific, we have to be able to visualize it. And just some key takeaways there that I love are it's something that we must be obsessed with and that's not just loving it but really as Naveen said that we would spend our last amount of time here and understanding why this, why now, why me and what problem are you actually solving. Naveen Jain is going to be one of the teachers in the Entrepreneurship Mastery program. So you'll have an opportunity if that's something you choose to do for to learn from him more. But we're going to move on. This is the highlight. Some of these are pre recorded. Vision will be live here at the end. So if you do have questions, I know some of you are asking specifically about your business, stick around. He will be here to answer questions and to help. But as we move on today, we're going to go into how you can go from invisible to visible and Influential even more. And our next speaker, her talk was absolutely incredible. She's a behavior strategist, a researcher, award winning peak performance educator to Fortune 500 companies. She was a former lawyer turned consultant and she now runs Influence CEO Global with her husband, working with some of the world's top organizations from Microsoft to J.P. morgan. And I'm telling you, her talk has real actionable strategies, how you can go and get yourself to be seen in this world, get your message, your product, your vision out into the world. So everybody please help me welcome here back with us, Sade Zalrai.

Thank you. Thank you, Caitlin. What a pleasure it is to be here with you all. Now, I'm going to ask you a question and I want you to pay attention on the screen. I'm going to show you some images, but I want you to specifically pay attention to what you see first. What you see first. We ready? What do you see first? Let me know in the chat. Did you see A, the tree or B, the faces? Okay, I'm getting a lot of trees. A few of you saw the faces. Well, if you saw the tree, you tend to have a strong attention to detail. You are skilled at reading other people's moods. You are tactful, you're sympathetic. And if you saw the two faces, you tend to be more logical, rational and calm. You have an ability to rationalize and reason with others, especially if they're anxious or agitated. Let's move to the next one. What did you see first? Let me know in the chat. A, did you see the duck? B, did you see the rabbit? Okay, there's a lot of ducks. There's a few rabbits coming through. Well, if you saw the duck, it said that you tend to be more artistic and creative. You have a very strong intuition. And if you saw the rabbit, you tend to be more analytically talented. You are appreciated for your logical thinking. Now, can anyone not see the rabbit? You might see it now. All right, let's move to the third image. Are we ready? What did you see first? Did you see, A, the woman's face or B, the saxophone player? Oh, we're getting a pretty good split here. Not sure. Okay, well, if you saw the woman's face, you tend to have high emotional intelligence. And if you saw the man on the saxophone, you tend to have strengths in logical thinking, possibly skilled in languages. Now, I want to ask you this. Based on these images that you just saw, how accurate was what I just shared about you? Your personality, your traits based on what you saw out of 10, rate yourself how accurate. Was that 10 being? That's exactly me. One being. Okay, so this is exactly what we see when we run this exercise with organizations, with leaders. We generally find that on average people rate it about a 7 or an 8. But here's something I also need to share with you. I hate to break it to you, but I made it up. I completely made it up. There is not a shred of accuracy in what I just shared. But look at how you were able to take something that was completely fabricated, pay attention to what related to you and suddenly it feels like you're being told more about yourself. You're gaining all this self awareness when it was just made up. So why am I sharing this with you? Because there's a very important reason. Well, actually before, let me just tell you, you might have come across things online that will say something like, if you see this, then this is who you are. If you answer these questions in this way, this is what it means about you. There is not a shred of evidence that supports that. All research does tell us is that if you can switch between the two images, like the rabbit and the duck, the tree and the two faces, you tend to be more empathetic, you tend to be more adaptable, you tend to be better at perspective taking and creativity. So just drop a yes in the chat. Can you see the two images now? Now that you know what they are, can you switch between them? Brilliant. So this is a classic example of perception, mental models. But what the real message here is, other than doing something fun at the beginning of this, is that, you know, when it comes to ourselves, we're often very bad at switching perspectives. So we lock ourselves into one view of ourselves, which is usually how we are now, how we are today, our flaws, our weaknesses, our inadequacies. And we miss the bigger truth of who we actually are. We're going to come back to this theme right at the end, but I want you to keep that in mind. How clear are you on who you want to be and are you allowing who you are now to prevent you from getting there? Because we see it too often, the view of who you are now, your self image limits what you're able to achieve. So we'll come back to this as we move on. It's really important to start to become aware of these things because as Carl Jung once said, until you make the unconscious conscious, it will direct your life and you will call it fate. Too often we work with high achievers, entrepreneurs, people at the peak of what they do, but they're blocked by something and they're not aware of what that something is. And so they just conclude, well, this is my limit, this is as far as I'm going to go. This is just who I am. But that's fundamentally flawed. It just means there's something you're not aware of and if you're not aware of the block, you can't overcome the block. And this is important for us because what we're exploring during our time together is all about you and your ability to influence, specifically building authority, gaining visibility. Because who you show up as repeatedly becomes the reputation you create. It's the personal brand that you create. So the theme of our session is all about from invisible to influential. What does that mean? And the very first part is all around exploring the idea that life is a stage. We are constantly stepping onto stage, whether that is in our business, whether that's at home and a big part of that is making sure that you're cultivating a brand that is authentic to who you are. Now, what is personal brand? Let me know in the chat. How would you define the concept of personal brand? Let's see how you might define it. Because everyone has their own understanding, their own definition. How would you describe it? Your values? Chantel says authenticity. Sachin personality. I think it's about perception. From Inala Anastasia. What other people think of you. One of the most beautiful phrases that I've heard and I think Vishen actually has shared this on stage once. Your personal brand is what people say about you when you're not in the room. It's how people feel about you when they think of your name. It's what you're associated with in their minds. So in a way we have zero control about how other people actually perceive us, but we have absolute control in how we show up and what we're projecting. Now if we self sabotage by choosing that narrow perspective of who we are, focusing on our limitations, our gaps, our inadequacies, we're never going to consistently show the version that we want other people to see us as and we're completely limiting ourselves. So I want to share with you a personal brand framework that I share with leaders and I share with business owners that I think simplifies it. It's going to sound a bit confusing, but it's a formula. Let me take you through it, then I'll explain what this is. So the way that I describe personal brand in this formula is that it's your affective presence. I'll explain what that is in a second. Plus Your competence times your consistency. Okay, so let's break this down. What is affective presence? It's the term used in the literature to refer to how people feel in your presence or when they think about you. It's that subjective feeling. We all have a feeling about people when we think about them. Is it positive, is it negative? In this case it builds connection. That plus your competence, which relates to your credibility. So this is what you can do, what you can actually do, what you're capable of doing, or rather how other people see that in you. And then consistency is how reliably you show up. Do you have integrity? Do you show up the same way in every single environment? Are you putting in the work all the time? Now these things lead to something really important, which is authority. Right? And authority is the recognition that emerges over time when people have a positive feeling about you and towards you and they know what you can deliver. And then you do that consistently. And this whole framework rests upon consistency. Now what is one thing that can get in the way of us being consistent or starting at all? Let me know in the chat. What is often the biggest blocker that we face that prevents us from taking that first step? And if we're not taking the first step, then we can't consistently take the next steps. Okay, we've got self doubt. We're seeing a lot of fear coming through. Inadequacy, insecurity, procrastination, all of these things. But there's fundamentally one thing that we see that essentially is like an umbrella to all of these, and it's what we call it the confidence fallacy. We tend to have a belief that I will take action when I'm confident. Right? So the confidence comes first and it leads us to do something. That's why you hear people say, oh, I'll do it when I feel ready. Has anyone ever said that to themselves? I'll take action when I feel ready. I know when that will be. Just drop a yes in the chat if you've done this. This is a form of self sabotage. Because what we know from the literature, what we know from the research, decades worth of it, is that this is not how it works at all. You don't actually feel ready or confident before you start something. You have to start something first, trust yourself that you'll figure it out, and then the confidence naturally increases. So this is actually what happens. It's not the confidence that precedes the action. The action comes first, you just do it anyway, which then increases your perceived competence, which is what can I do. What am I capable of? You show yourself, hey, I'm developing these skills. I'm doing this thing. When that increases, that boosts what's called self efficacy, which is this trust that you can get things done, trust that you can do the doing when it needs to happen. And then what do you think that leads to? Confidence. You feel more confident, which means you're more motivated to take action. And then you've just created your own momentum cycle. And then this is what creates the consistency. It is so much easier to be consistent when you are working through this loop. If you wait for confidence, you will not start, you will not be consistent. Now, this beautiful quote that I keep coming back to, it's from William James, the father of American psychology, and he captured this idea almost a year ago. Just listen to this. If you want equality, act as if you already had it. Don't wait until you feel ready or wait until you develop it. You actually need to act like you have it, show up like you have it, align your behaviors behind that, and then naturally it will come organically, authentically, sincerely. So remember, it's the action first, the feeling comes next. Don't wait to feel ready. It won't come. You want to start acting as if you already have the quality, as if you're already that business leader, that entrepreneur who is successful. And then through repetition, you're creating the consistency that other people will see and you're building that personal brand. Amy Cuddy. Amy Cuddy is an incredible psychologist, researcher. She has this beautiful quote. It says, don't fake it till you make it, be it, until you become it. And the idea behind this is the more consistently you do something, the more you start to believe that you can do that thing, the more courage you have, the more you internalize it, and then you become that way. Classic manifestation, as one of you said. So where a lot of people actually get stuck is that we obsess over the to do's of our life, of our business, of our social media growth, of our visibility, the to do's, what do I need to do? And we see this all the time with business owners, entrepreneurs, the goals, the deadlines take priority. So they're busy in the doing. Now, I love to do lists, I'll tell you that much. But there's something I actually find even more powerful that helps you build authority over time. And it's to be really clear on what your to be list is. So where a to do list will map your tasks and what needs to be done. A to be List maps the type of person you want to be seen as and the type of person you want to become. What type of qualities, characteristics, virtues, attributes do you want? I'm not talking about. Well, my to be list is to be a billion dollar entrepreneur. No, it's what are the attributes that are going to get you there? Because we don't have control over the outcome, but we have control over the input. So I'd like to ask you right now, just have a think. How do you actually want to show up? What values do you potentially already possess that you want to be leading with? And what do you want people to experience when they interact with you? What do you want them saying about you when they leave the room? When you have this level of intentionality, it allows you to grow into someone that other people trust, respect and remember. But so many people don't do this exercise. So let's actually explore what this is a little bit more. Your to be qualities have two elements. The first one is what you stand for, what you stand for. And then importantly, what do you want to be known for? What do you want to be known for? What do you want other people to recognize in you? And here are some examples that people have shared with us. Considerate, compassionate, honest, courageous, optimistic. Pushing boundaries of what's possible, bringing out the best in others. When you do this consistently, you align your behaviors behind this. Every single time you're interacting with anybody online, in person, with the barista down the street at your cafe that you go to every morning, that's how you start to build an authentic brand. Now let's pause for a moment here. Let me know in the chat what is okay. One to three doesn't have to be, you know, any more than that. Just one to three of your to be qualities. What do you want to be known for? If we were to meet right now and I were to leave and speak to someone else, what do you want me to say to that someone else about my interaction with you? Write it in the chat. Isabelle says authentic. Kaz says empowering. We've got optimistic from Cherita. Janit says real. I love that. The energy dealer from AD Christine says authentic, fearless, compassionate, authenticity. Now, I know that this may seem fluffy and not necessary as a business owner, as an entrepreneur, as someone who wants to change, fundamentally change your life, but this is so fundamentally important. Otherwise you might end up creating a business, creating a life that is not aligned with the person that you truly want to be. And we see this all the time, people who actually are incredibly successful financially Materially, and yet they don't like the person they've become or what they've had to sacrifice to get there. So on your journey, make sure that you're aligning behind these qualities at every single stage and at the end of every day, bring yourself to account. Did I align behind that? If all the people I interact with today say that yes, you aligned behind it, fantastic. If not, what can you do to change tomorrow? This is how we build a habit of self improvement. This is beautiful. I love what you're coming through with. I'm going to share with you a story which is so important on this journey because on this journey especially, you know, we're here to talk about from Invisible to Influential. One of the reasons why a lot of us prefer to stay invisible is that it's safe. It's safe. There's no risk of failure, there's no risk of rejection. There's no risk of criticism from other people. Even those who do move forward and do gain that visibility and do become incredible in their fields in terms of success, in terms of their personal brands, that doesn't necessarily protect them from the things that we think they will be protected from. I want to share a story that illustrates this. Your brand may not always be recognized. So I'm going to take you back to the year 2007. 2007 in Washington D.C. it's a morning at the Metro station and there are people, hordes of people walking by. It's very busy now. There's a violinist, a young guy, street performer, wearing a baseball cap and a hoodie. And he pulls out a violin. And he sits, stations himself at the corner of the Metro station and he starts playing the violin. He's playing it for 43 minutes now 1,100 people walk by, 27 people throw in some change. And he made about $32 in total. Now what's fascinating about this story is that it's not just about some street performer. This person was no ordinary person. This was Joshua Bell. Now, Joshua Bell is one of the world's greatest violinists. The violin he was playing was $3.5 million. Now, just two days earlier, he sold out a concert at Boston Symphony hall. Tickets were $100. But in the subway that morning in Washington D.C. he was invisible. No one recognized him. He was just another street performer. So what is the message here? The lesson here is that your brand will not always translate everywhere. And that's the reality. Context matters, audience matters. Sometimes. Timing matters. But what matters more is that you keep showing up. You keep Showing up, you need to just do it anyway. Because your value doesn't disappear just because someone else fails to notice it. Don't allow someone else's perception of you and what you're capable of or what you do to influence your ability to just be consistent. Now, there is something to be said here. Thank you, Gabrielle. That's very sweet. She said love her sending love to you back. There's something really interesting here, though. What if Joshua Bell were not famous? He was just an insanely talented violinist and he's playing on the street and he's not getting any cut through. What then? Should he just give up violin altogether? This happens in business. You might be so talented at what you do, but no one is recognizing it. No one is seeing it. And if you keep being consistent, okay, there's value in being consistent. But also if no one's seeing it, maybe you need to ask yourself, okay, where else can I take this talent where it might be recognized? Which other spaces can I go to? Which other people can I meet? My husband, Faisal, always says, go where you're treated best. And sometimes that's not where you currently are. So this is just something to think about. What really drives your desire to be successful, to build that business, to be the entrepreneur? Is it that you will gain the credibility and the validation from other people? Because there's no guarantee that will happen. But you need to be aligning yourself behind those to be qualities. You need to be showing up consistently and then making sure you're in the right spaces where that is recognized. So I'm going to pause here and does anyone have any thoughts or questions on this? Is this relevant to what you're experiencing? Someone said, great husband. Yes, he is a great husband. Okay, A lot of you are saying, yes, I love this. Go where you're treated best. I love what you're saying. True. When you're around those who don't appreciate it, it harms your spirit. It absolutely does. Not only your self esteem, your self efficacy, but even you know, I'm a big believer in the fact that we're all energy sources. And when you're around people who don't recognize the energy that you're emitting, your state can deplete. And so that's why it's so important to have people in our lives, whether they're mentors, whether they're family or friends, or people that we proactively seek out who can give us the energy that we need. Again, entrepreneurship, being a business owner can be a very lonely journey. Being A leader can be a very lonely journey. So you need to be aware of who you're spending time with because they influence you more than you realize. Great. Someone said yes, you're speaking to me. Consistency matters low. Moral people bring me down. Absolutely. All right, let's move on. So that was part one. Part one was essentially understanding who are you? What is your brand? How do you want to be seen by others? And making sure that it's not contingent on other people recognizing that within you. Part two, we're moving into the realm of big trust, which is focused on self trust over self sabotage. Now, the truth is, and you will all know this from your experience, we all have moments where we doubt ourselves. We sabotage our own progress because of self doubt. We don't trust that we are worthy, that we have what it takes, that we will make it. And so we stay safe. We don't try, because if we do not try, we cannot fail. If we do not try, we cannot be rejected. But then in staying safe, we keep ourselves stuck. I want to share another story with you because I'm big on stories. I think they're very memorable. This one is about George. I'm going to tell you George's story. So George is a doctoral student at Berkeley University. He was running late to his statistics class, his graduate level statistics class. He was late, he overslept. He finally arrives and he discreetly opens the door and creeps inside. Now, as he takes his seat, he notices on the board there are two questions, two equations that are written down, and he assumes their homework. So he quickly writes them down in his notebook, sits there for the rest of the class, and then he gets to work. Now, as he was trying to tackle these equations, he discovered they were extremely, extremely difficult. Harder than anything he had done before. But he was embarrassed that he came late, so he put his head down. He spent the entire weekend working on it, and finally he finished it and he handed it into his professor. Now, what he didn't realize was that these were not ordinary problems. These were not even homework problems. What he had seen on the board were two unsolved and unproven theorems in statistics. The professor had just written them up as examples of things that are unsolvable. But George had no idea. He thought they were homework, wrote them down, got to work, and solved something that was before that unsolvable. Now, his professor was completely stunned, but he didn't know any better. He thought that was the homework. He submitted it. So the really fascinating message here comes out when George was reflecting so he's many years later, he's now a Stanford professor and he reflected on this and here's what he shared. He said, if I had known that the problems were not homework but were in fact two famous unsolved problems in statistics, I would have become discouraged and would not have solved them. Had he known, he wouldn't have tried. But because he didn't know he solved them, he tried, he kept at it, he persevered and he was able to get to a solution. Now think about that. It wasn't his genius, it wasn't his capability, it was just the fact that he trusted his ability to solve them because he thought that they were solvable. Now the lesson for us to take here is that this is the power of self trust. And it raises a bigger question here. What are you labeling as too hard? What are you labeling as too hard? And what goals have you quietly given up on because of how impossible they seem? Because how you interpret something, how you perceive something before you start, determines what you experience it as. It determines whether you persevere, it determines whether you keep at it or whether you determine too hard, unsolvable. I'm not even going to try. I think this is so incredibly valuable, this lesson, because from a lot of the highly successful people I've come across, those who are achieving amazing things, they always believe there is a way to solve any problem, to resolve any issue. They believe it in their bones. And it's not just a belief, it's a trust. I trust that I will get there. So I love this story. I think it was so important to share this breakthrough of the day, says Tammy. We're only just starting. I'm sure there'll be lots of breakthroughs. So lesson again. Our belief about what's possible is often the greatest barrier to our success, to us achieving our goals. Now, most of the time, the limits that we experience come down to one of four hidden scripts. I want to share a little bit of background on myself. So the last five years I've done a deep dive into self doubt. I've just completed my PhD. That was a whole challenge in itself. Just written a book about all the insights. But over that five years I was investigating and exploring how does self doubt show up for people? How does it affect us? What does it look like, what does it sound like? And when I looked at over decades, probably 50, 60 years worth of insight, resources, literature, research, and then conducted my own studies with over 4,000 people, I found there's actually four things that self doubt will come down to every experience of self doubt you have ever had in your life, come down to one of these four things. And this creates what's called your big trust profile. Where you land on each of these four things determines how much trust you have in yourself or how much self doubt you have in your life. So let's explore them. I mean, what do you think is the greatest blocker when it comes to success, especially visibility, because that's one of the themes of what we're exploring. What do you think is one of the greatest blockers? Okay, fear, our self image, what others might think, old belief systems, not believing in ourselves. The first and foremost blocker, which is often one that we're not even aware of, is this. I'm not enough. It's perceived worthiness. I don't deserve success. If I fail, I'll internalize it. It'll mean I'm a failure. Everything must be perfect or else it's a mess. This idea of not feeling like you're enough, it relates to self esteem and it's one of the deepest blockers that we have because it's developed in the earliest years of our lives. But that doesn't mean we can't change it. So that's the first one. There's a second one which is a really obvious one and it's a belief of, well, I can't do it, I cannot do that thing. I cannot post on LinkedIn, I cannot post on Instagram, I can't start the business. We fixate on everything we do not know how to do. Remember that image I showed you? Or the images at the beginning? We're locking into one version of that and forgetting to acknowledge that we're not fixed. We can change, we can evolve, we can grow, but we have to allow room for the future version of ourselves. Which means we might need to learn new skills. We might need to get resources from other people, help support. This relates to perceived capability. And what the term is in the literature and the research world is self efficacy. We touched on this a bit when we were looking at that confidence loop. The third one is one that again, not a lot of people recognize that this relates to self doubt. It's I have no power here, even if I try, nothing's going to change. And it relates to perceived control. If you tend to focus on everything outside of your control, you're going to feel like you have no power because you do not have any power over the things you have no control over. And this relates to autonomy or locus of control. Now the fourth one I can't handle what it feels like. And this relates to that, that emotion that you experience when you think about something not working or failure or rejection or any of these things. What will they think of me? What if I can't? There's an emotional element to that and sometimes we discount ourselves. We don't try because we're trying to avoid whatever that's going to feel like. Now, quick one with you. Which of these four resonates most? Which one are you aware of that is affecting you? Because I can guarantee if I gave you our little diagnostic right now, there would be some that you're not even aware of. But let's see, 1 to 4, what is it? Okay, a lot of you are saying one, I'm getting a lot of threes, a lot of fours coming through. Some of you say I have them all. Okay, so in order to move through these things, I mean this is like a whole other day that we would need to explore on this. So I'm just going to give you one simple idea to think about to help you move through. The first thing you need to know is that you're not alone. Every person I've helped, engaged with, supported, has struggled with one of these things. That said there's probably 5 or 8, 5 to 8% of the population that I have either interacted with in a research sense that says, nope, none of them, I'm fine. So there is a small portion of people. I do think though, if I gave them the diagnostic, we might uncover some interesting patterns, some self sabotaging patterns, but regardless, you're not alone at all. But then what do we do about it? Because these things shape so many. It's not just what's in your head, it is shaping your choices that you're making, how you are showing up, how you're interacting with people, the reputation you're creating, the personal brand. So what I want to share with you is what we call our self sabotage map. It's very simple and I think it helps you recognize one action you can take regardless of where you're struggling. Now this matrix or this map here at the bottom, we're going to have discomfort that you are willing to feel. So your tolerance for uncomfortable situations, things that don't feel quite great, things that are stressful, things that are challenging. And then on the vertical axis here we have visibility, how much visibility you have, how comfortable you are with other people seeing you and how many people actually do see the work that you're doing. So let's have a look when you have low discomfort. Sorry, low willingness to experience discomfort. So you prefer to stay safe. And then you don't want to be seen by other people, so you struggle with visibility. Yes, you may stay safe, but you do not grow. You're safe, you're comfortable, but that's not where growth lies. That's not to say this is a bad space all the time. Sometimes we need to go here in that protective space to build up our energy stores. If we're grieving, if we've had a difficult day, totally fine, totally get that. But if you stay here forever, you will live a life that is mediocre, and you'll get to the end of it and think, what did I do with all that time? So this is not where we want to be if we have high visibility. So some people are really comfortable with the spotlight, but only when it's easy. They don't want to experience discomfort. They want everything to work out as they want it to. And, okay, so it's a comfortable spotlight, but it's limited opportunity because people are not seeing what you're capable of and you're not pushing yourself. I'll tell you this much. Most people live here, they don't want to experience discomfort. They see discomfort as a sign that they're not meant to be doing that thing. They see it as a verdict, oh, I'm not built for this. This is just who I am. Too hard, and they go for the easy option. Now there's another mistake. And I see this all the time. And I'm going to ask you if you ever experience it or if you've seen it. There are a number of people who are very, very comfortable with discomfort. They have an extremely high level of tolerance for. I don't want to use the word pain, because discomfort is not always pain, but. But I will in this case. They're doing the work. They are working so hard, and no one sees it. They have very low visibility. These are the people who you think, how on earth is that person working so hard and not being recognized? And then if it's yourself, just drop a yes. If you have experienced this, you feel like you are giving it your all. You're doing everything. You should be seeing some progress, and nothing is happening. And I mean progress in terms of external progress. Because these people are incredible in terms of their drive, their tenacity, their determination, their perseverance. They've often achieved great things, but they're not getting opportunities because other people don't see it. We do a lot of work in companies in Fortune 500s and we hear this all the time when someone says, I show up to work early, I'm doing everything I need to do, I'm exceeding my targets. Why is it that that person got a promotion? They're not working nearly as hard as I am. Haven't delivered nearly as much as I have. But people see what they have done and that's the key difference, visibility. People need to see what you're doing. Okay. Christine said, this is so me. Ah, don't worry, it was me too. You can change it. So where do we want to be? We want to be in a state where we're experiencing discomfort. That doesn't mean pushing yourself to the limit every single day. But you're not afraid of something that is uncomfortable and people are seeing you do it. This means being on stages, it means being on social media, it means going to those events, meeting people, rubbing shoulders, being out there. And that in itself is uncomfortable. But people will see you. Opportunities will come because your luck increases in direct proportion to your tolerance for discomfort and the visibility that you're experiencing. So your opportunities in life, in business, will exponentially increase when you learn how to improve these things. So what does this mean for us? Regardless of the blockers that we have in our lives, regardless of where we're starting from, you just need to take that first step. You need to lean into that discomfort. Of course, find your tribe, find the people that support you, the mentors, whatever that is, but still take the step. Again. A theme that came up yesterday from Naveen's session, he was saying that, and I think Naveen and Vishen were talking about how if you're not embarrassed by what you do today, the first iteration, that first post on social media, if you're not embarrassed by that in three years time, then you haven't done it right. You have not done it right. We've been on social media now for about five years and I am so incredibly embarrassed by what we started with. We have an audience of 5 million cumulatively, just through consistency and wanting to be of value. And I'll tell you this much, it doesn't get easier. In my view, posting is still cringeworthy. You know, when a, when a post doesn't do particularly well, I start thinking, is this the wrong line of business? Have we lost our spark? You just have to do the work. You have to deal with the discomfort and know that that is how you're growing. That is how people are going to see it, see your work, see what you're doing, see what you're capable of, and then the opportunities increase. Talk about a mic drop, said Denise. A very insightful session. I'm so happy to hear that. All right, now we're going to move into part three, which is the becoming, and then I'm going to leave a little bit of time at the end for questions. Now, I'm just going to quickly check with the team. Team. So I'm looking at some of you here. Questions. Do we get them through the Q and A or do we just get it through the chat? You can just nod. I can see your faces. Okay. No, they're actually having a conversation elsewhere. Never mind. We'll get them through the chat. Questions through the chat, and then I'll address some of them. But part three is very short, and it's something that we need to be really cognizant of. You need to give yourself permission to evolve. What does that mean? That means that as you're evolving, there are going to be people around you who are not evolving. What is one of the most common things that people close to us, our family, our friends, might say to us if we're operating in that stretch zone? So remember on the previous slide, the stretch zone is high visibility, high tolerance for discomfort. We're in that zone, which means we are changing, we're growing. We're exposing ourselves to challenging things. We're evolving. What do they say to us? Yeah, Venice has it. You've changed. This is the most common phrase or common idea, most common idea that people will share that stops them from wanting to grow. It's because someone in their life, close to them, will say, you've changed. And how does it feel to us in the chat? Let me know. How does it feel when someone that you love, you admire, you trust, says to you, you've changed? How does it generally feel? Bad. Hurt. Disconnecting. Someone said, I love it. I love that. And we'll come to that. Disappointing. It can feel like rejection. A little scary, because when they say you've changed, generally it doesn't come from a positive space. It's not like, wow, wow, Olga, you have changed. It's more like, olga, you've changed. And what are they reflecting? They're reflecting discomfort with the fact that we don't fit that little mold that we used to. They're expressing discomfort with that image they had of us. So remember how we started with those? The perception image where it was the rabbit or the duck. They see you as the duck and you're now the rabbit. And they can't Create space for the two of you. It's more comfortable for them for you to just be who you always were. But if we do that, we don't change. So what is the best response? When someone says you've changed, let me know. Elena said, what is the name of the speaker? I'm Sade Zaray, everybody. Wonderful to meet you all. So what is the best response? Oh, I love this audience. Thanks for noticing. Thank you for noticing. You take something which wasn't necessarily intended as a compliment, and look, we need to be compassionate to these people. Your growth might shine a spotlight on the fact that they're not growing, that they don't have the courage to grow, that they're blocked by one of those four areas that we touched on earlier. So have compassion for them, but don't allow that to bring you down. Flip it into a compliment. Thank you for noticing. I've been focusing on change. It's wonderful that you're seeing evidence of that. You have just completely reclaimed control of the conversation, reclaimed control of that situation and lifted yourself in the process. Because if you're on a journey of growth, if you're here, change is the point. If you have not changed in a year, I'm sorry to tell you this, but something is not working. We want to be on a constant journey of growth, of improvement, of developing ourselves, of aligning behind those to be qualities. And that means we need to do things differently. We need to think differently, act differently, change the brand that we have. Yes. Anna says I am growing and evolving lots of internal progress. Yes, exactly. So really fundamentally important when someone says that to you, see it as evidence. Granted. I do want to add a caveat here. Sometimes we might have changed in a direction that is not a positive one. And if that's the case, we need to have the humility to take a step back and reflect and ask ourselves, am I truly aligning behind my to be qualities, or have I sacrificed who I wanted to be to make more money, to grow on social media, to build this business? Am I actually comfortable with who I'm becoming? So something for you to keep in mind, change is a good thing when it's aligned with those TIBI qualities. Now, do you remember right at the start? I've been mentioning this throughout. We started with this little exercise, and the idea behind this was that you can have both a rabbit and a duck in an image. You can have the tree and the two faces. The idea is that both images are true. They coexist. You don't have one and not the other. They're both there. And again, your ability to move between them reflects a huge amount of empathy and adaptability and perspective shifting. But growth works the same way because you have to be able to essentially see both the person you currently are. We can't ignore that. And who you want to become. They're going to coexist. And if that person of who you want to become is conflicting with who you are now, that is okay. Don't disregard it. Just tell yourself, okay, I need to align behind these two equalities. What is the one single smallest act I can take? The action. The step going back to that, the confidence loop. It starts with action. Make it as small as possible. Don't allow that vision of who you want to be to be so big that it scares you from taking that first step. You can hold these two in your mind. Don't allow the gap between where you are now and where you want to be to make you afraid. Allow it to inspire you. And take the step. Go into that growth zone. High visibility, high tolerance for discomfort. Because your current self and your future self are as important as one another. Your current self gives you a checkpoint so that in a year you look back and go, that's where I was. Here is where I am. Am I changing? Great. And your future self gives you that destination of where you're moving towards. So fundamentally important to hold both of those in our minds at all times. The final parting message I want to end with, before I move to some questions, I just actually want to read this from Anri. It says you are the architect. You get to build your own bridge and make it as powerful and as personalized as you choose. That's such a beautiful message. Very empowering. Okay. Oh, Zohar, notice the logo on the top, right? That's our company logo. It's the fish out of water. It's how can you be different? Can you see it in the corner? How can you be different? How can you stand out? How can you get that visibility? Okay, final parting message before we get to some questions. It's not how good you are right now, it's how good you're willing to become. That is the measure of who you will be in the future. Allow both your current self and your future self to coexist and then align yourself behind the person you want to be. Put yourself in situations that allow you to feel a little bit uncomfortable, because that is how you grow because of what's going on in the brain. So brain derived neurotropic factors are triggered, activated when you're doing something uncomfortable, do you know what that means? They are proteins involved in learning and growth and neuroplasticity. The more you do things that are uncomfortable, the more you are literally creating new pathways in the brain, new neural connections that make that easier. And that's why something you tried the first time a year ago, suddenly if you've kept at it is a lot easier. Now it's about that repetition, that consistency. But you need to take the first step.

I love seeing your guys comments. Sade is such an incredible speaker. I agree. Such an unbelievable presentation and she is part of entrepreneurship Mastery program. So unfortunately she's not going to do questions with us today, but she will be in there. And if you love this presentation, you will love this program. Some of the things. Let's just, let's just re reiterate what we just learned and it kind of goes into our next speaker. I love this idea of our to be qualities and it really just I was watching the comments and so many of you saying what you stand for, what you want to be known for, anything that it's about getting outside of the fish out of water, stepping outside of your comfort zone and bringing that light. I saw somebody in the chat say, do you remember who we were when we were children? And it's that, it's that imagination, it's that creativity, it's that light that every single, every single one of you have that desire inside of you that is being called. And I love this idea too of don't worry if nobody notices it at first. Like could you imagine this violinist, how phenomenal he is and he would just stop. So it takes some time of people not understanding you, people not getting you. But that's just because they can't see the way the creator is speaking to you and the dreams and desires that you have. And just again this reminder of the importance of building a personal brand and being visible. And so I love her teaching so much on this. One more takeaway from this, what are you labeling as too hard. And if you could just switch it, like seeing that math equation, that example. How incredible that you know, he didn't know it was impossible. He didn't know it was improbable. He just believed it was easy. And if we can just shift our perception, as Shade was, as she was saying, shift our perception of how we're seeing things, shift the story that we're telling ourselves to be different, that this is easy, that these gifts come to me, you know, genius is something we can all tap into into. It's not something that we're just born with. And you know, as we move into our next speaker, this is something that he embodies so much. He is known as the father of biohacking.

Right?

So think about that. Nobody's talking about biohacking except for this guy. And a lot of times people think we're delusional or we're crazy until it becomes mainstream. And so for him, of course, it has gone mainstream. He created bulletproof Upgrade labs. He's a four time New York Times bestselling author, and he's built a powerful global brand that has redefined entire industries. And today he's here to teach you guys how you can build a brand that commands attention. We want to make sure that all of you, every single one of you that has, whether it be coaching or a business or a product, that you can command attention, that you can really bring people to you. So no better person to talk to than this gentleman. So please everybody, welcome. Dave Asprey.

What I wanted to share with you today was like how, how do you make a brand? And in terms of context, I kind of built a few really big things. The biohacking movement that I started.

That.

Was a very careful naming exercise. I'm going to talk about why and how I did what I did there. This is now a $36 billion industry that I started with an idea. What you want to do is imagine instead what do you want people to feel, not think. And this is the biggest thing. This can save you, your whole company, to be honest. It's not about what people, it's not about what they, they are going to think before you think you feel. And so if I was to say a word like yellow, if you're paying really attentive, good attention, what's happening inside your head, there's a picture or an image that comes with that. This is why you'll find things like Orange Theory. Like what? Because everyone knows orange and there's a picture of orange, right? So if you look at any of these things, there will be an emotion and an image associated with it. And I work with some of the top marketing people in the world, like Jay Abraham, who's a legend in it. He'll call me with tough naming problems because maybe I've done a lot of neurofeedback or meditation or something, but there's always a picture that comes through and it has to be a positive picture or a curiosity picture without a negative picture. And so many of these things you'll, you'll hear it, and what pops into your head is maybe negative. And so, like, you want it to go in. No friction emotionally. And some people will say, bulletproof. Dave, you're insane. Like, why would you ever call a company bulletproof? Especially Europeans. There you go. Yellow ducks. Enjoy yellow sunflowers. Yellow is actually kind of a cool name. You know, you call it yellow something. Yellow brick. But bulletproof, that's violent. In fact, my wife at the time, mother of my children, who is from Stockholm, she said, you can't do that. It's violent, but bullets are violent. But bulletproof is different. So when I say bulletproof, that actually means safe. It means protected. It means invulnerable. Or maybe it means Superman, which is what I was looking for. Strong, says Denise. Strength. Tough, right? Bulletproof doesn't make you think about guns, right? So that's why it worked. Here's what happened with this. They sent me a normal picture of a Zen person, and I'm like, it doesn't work. Make him more buff. Give him some muscles. So this isn't a bodybuilder, but this person's in shape, right? But not too crazy in shape. And I put a missile launcher on him. Now, what do you think those orange things in the middle are? D says bullseye. And Nicola says he has a target on him. This was an accident. Those spinny things on the Mac operating system, at the time when you were waiting for it to load, that's what you would see. And I did that on purpose because those little dots, we've all seen them a billion and a half times, just for each of us, because you're waiting for your computer. So it had some sense of familiarity that we didn't really know. Loading spiraling into the heart. But here's the funny thing I wanted it to be. He's radiating this from his heart. He's radiating good energy, right? So that was my perspective. But I also meditate a lot. And then I noticed there was another group of people who would say, in fact, I heard this comment a lot. Wow, that's so. That's so amazing. He's got a target painted on his chest, but he's still peaceful. Like, I never thought of that. And then you get to, like, the Joe Rogan crowd. I've been on Joe Rogan three times, but they're like, dude, that's so metal. He's full of bullet holes, but he's still sitting. And like, okay, you can interpret it, whatever. But there was no negative interpretation you could have here. Except I didn't think about going to international markets. When I started looking at bringing this into Singapore and Dubai, everyone said, oh, they're going to think it's a religious thing because it could be Buddhist in parts of the world where people aren't Buddhists. Ah, I didn't think about that because in the US we don't really interpret it that way as much. So I had to go back to the drawing board, and this one was much harder. And I'm showing you this because I want you to feel it when it first comes up and then look at it. So from this to the next one, which is here. Now, the brand color I chose was orange, and I chose that based on chakras. I want people to feel grounded. This is a second chakra color, but what you see there is a dove. Now, dove is also a religious icon, but it's not one that is so strongly associated with one faith. But it's. It's peace. I wanted inner peace. Again, it's buff, it's strong, and it's wearing Roman armor. Protected. Strong, peaceful. Those are the things I want you to feel. Now, you might not know that when you bought the coffee. By the way, I don't run Bullbrew. I have nothing to do with the company. And they have kind of slaughtered the logo since then. But that's someone else's company now, so interesting. I knew my brand values up front. How do I want you to feel before you think and then I get you to think. Right. And if you just run that operating system in your brain every single time, how do I feel? What image does the name evoke? If you get this right, you will save yourself so much pain. Right. And since the bulletproof time, I went to my new company for coffee, which is this one very different vibe. So this is my current coffee. But when you look at that, what do you feel like? I would love to see. Yeah. Coffee is dangerous. Intrigued. Deadly Danger. Tempting.

Fear.

Warning. Poison. Radioactive curiosity. Okay, so you're getting this. The cool thing is, see how coffee is very, very low. I chose the colors of a poisonous snake or a black widow. Right. And this on a shelf captures your attention. You have to look. I'm treating your survival instinct. Right? So now I've got my hook, and it's very strong. But as soon as you look at it, you go, wait, that's a coffee bean. What? So I got your curiosity and I set your expectation, and I pulled the fast one on you because then you look and then little blacklist is coffee at the bottom. You See how that works. So, yeah, Stephanie, coffee doesn't destroy your adrenals, but that's a whole different thing. We'll have to teach you some biohacking principles, but that's a different talk. So do you see how the feeling is different on this one? But it's got the hook and it's playful. Because with this brand, it is also about power. But the tagline, who knows what you might do? Oh, wait, it's the good kind of danger. I might ask that girl out. I might start a company. I might create an amazing logo. That's what we want, is to be able to get your attention and to not be repellent. And so it's interesting. Jonah Lynn says unhealthy. And it's possible that you get that because it has, you know, poisonous spider colors. It is very arresting. And I wanted to look like a sign. How many times have you driven and seen a triangular warning sign? We've all seen this so many times. So what you might find is if you incorporate shapes or imagery that we have seen that are so familiar, and the yellow warning signs or the these things are in every country I've ever been to, they use a triangular sign to tell you something important. So now I've got warning colors of a poisonous animal and I've got a warning sign. I have to look. I don't have a choice about it, right? But as soon as I look, I've got your attention. You go, oh, coffee. And it's. So this is how I build these brands. And what I did that was very risky with this brand, but it's worked out nicely was the word danger itself. I chose that because right now there's an over emphasis in society on safety. Right. Well, what if I wanted to do something risky? I wanted to have a pocket knife. And right now I was like, you have to be safe. You have to be safe even if it's not what you want. So I feel like people are missing a little bit of healthy danger in your life. I might want to go for a run. I could sprain my ankle, but I'm going to do it anyway, kind of danger. So I put that in just based on where we are in society. So this is disruptive marketing, but this is playful and it was a little bit risky. Calling a product danger is unprecedented, but because it's so playful, the curiosity is what is what extinguishes danger. So this is risky, but it's worked. Do not do that. Know who you are. If you pick neutral, there's a Few. I should have downloaded this. I didn't think of it. There's a famous song made before AI where researchers went out and they said, what kind of music do people like? And they made a neutral song that has all the things that people like. And you know that song, you couldn't listen to it. It was so bad because it was perfectly average. So if you want a brand that stands out, do not do that. Now, when I was running Bulletproof, Forbes named Bulletproof one of the top 20 most innovative brands in the world. That's a huge award. And that happened because I did not go neutral. I could have been tan and brown. I don't want to offend anyone. No, offend the 20% of people who are not going to buy your product so everyone else will pay attention. This is my 40 years of Zen company where we do neurofeedback for executives and we reprogram the triggers in your mind. One of the reasons I can do the what's the emotion associated with this is I spend a lot of time with electrodes on my head to really feel how my body shifts. And if you're doing any kind of somatic meditation or breath work, listen to your body, not your mind. When you check out a logo from your designer or from your AI to see how does it feel, the very first feeling is one that matters. In the case of 40 years of Zen, what does that look like, that white and blue thing there? That is a power button, right? And a power button is something we have all seen forever, and we're talking about turning on your brain, right? There you go. You guys got it. Power button. So without you even knowing it necessarily, it already looked familiar and useful, because that's what you do. So be playful, but incorporate common objects. It's got to be iconic. It's got to be relatively simple. And if you want cool decorations on your packaging, you can do that as well. Now, one of the things when we talk about branding versus just logo design or something like that, it's important to look at what are you doing that's different if you want to build a movement around your brand. But I'm also just going to tell you, you probably don't want to build a movement around your brand. The reason I was able to build biohacking into this global force that it is Today, I raised $90 million in venture funding and grew the business to $140 million a year in revenue from scratch. So if that's how much it takes to build a mood map, what I did that a lot of people don't know about. When I'm starting the company, I'm probably more like where you were. I just moved to Canada. I'd immigrated from the US I had used almost all of my cash to do that. In terms of liquid assets, I didn't have enough money to start a company, so I took a consulting job on top of my very nice vice president at a tech company salary. And I made $50,000 flying around the world teaching hedge fund managers how to raise their IQ. So I used that $50,000, that was all I raised, to grow to 27 million in revenue, which is insane, but you can do it. And so the principle is, I always stuck to how do I want people to feel when they do this? And the definition of biohacking, I'm talking about branding a movement, building a movement. The definition of biohacking there was.

The.

Art and science of changing the environment around you and inside of you so you have control of your own biology, Control. I want everyone to know you get to make decisions around your health, how powerful, how you want to feel, whether you want to be peaceful and calm, whether you want to be, you know, strong, or whatever. You get to pick. So that works really, really well if you know how you want people to feel. And I always stuck to that with every single thing I said. And I'd like to offer a couple more principles to build your brand into something that is authentic. And when people see me on stage or we get to interact, I hear this quite a lot. Wow, he's so authentic. In fact, I've had big companies like Coke and Pepsi say, how do you do authenticity? You can't fake authenticity. You can't signal authenticity. Authenticity comes from congruence, which is when your inner state matches your outer state. So you actually have to do the work as an entrepreneur in order to build that for yourself. And if you can show up so your brand's interstate, your team culture, the way you show up as the founder, that actually matches with what you say your brand means. People feel it. We're not dumb. We can all feel it. So many people now want to be influencers. Being an influence is an influencer is absolutely toxic. And you better, like, have a therapist if you're going to do that. In fact, I interviewed someone on my podcast about the toxicity of fame. Had worked with so many famous people and just seen them all, Seen so many people crash and burn. And we've all seen celebrity meltdowns. So it's okay to be the face of your Brand understand it'll take 20% of your time. Today, 70% of my time is being the face of my brands, not operating them. So if you're great at marketing, great on stage, great on social, and that's what you want to do and you love it, cool. Just know you got to hire an operating person. But if you're an operating entrepreneur, you probably don't need a big face. You show up once a week and be like, hey, this is me. This is what I'm doing. Just be authentic. And you can be a nerd. You can be whoever you are, but be, be cautious around putting the brand around your face. I think Vishen would agree with this as well. You know, if he walks down the street, if I walk down the street, there's probably someone who knows who I am and they may say, hi, it happens a lot. They may also just like, oh, look, there's Dave. So I'm always in the spotlight. And when you have a successful business and no one really knows about it, you have maximum freedom. So understand, if you are the founder, as a brand, you spend more time, but you also earn the right to print multiple companies. On my Instagram, if you follow me, it's Dave Asprey. By the way, there's a video from three or four days ago. Five days ago, I went to Paris Hilton's housewarming in la, and Paris and I had this great conversation in Dubai a few years ago when we were on a panel. And she's saying, the personal brand that I built allows me to start this business and start that business. So if you want to be a entrepreneur for generations, you can build a personal brand. But every dollar you spend promoting you. Every dollar I spent promoting Dave is a dollar I didn't spend selling coffee. Right? But it could be building trust. So you've got to make a decision, and you should talk about this with your partner if you're married or dating someone. And understand there is a great cost to being an influencer that no one talks about and include that. So if I was starting over, I would still do what I did because I had to be the spokesperson to make biohacking a global movement. There wasn't another choice. If I could have done it with an AI person who looked vaguely like me in my voice, I probably would have done that. Because then you can do what you want to do and just understand the desire for publicity. It's more expensive than you think, is all I can say there.

I'm curious to understand what is Dave Asprey's? Day schedule like, like, what do you do when you wake up, what are you eating, what are the non negotiables, what do you do before going to bed and where in between that do you fit in all the business stuff?

This is a big question vision because I didn't mention at the beginning of this I was 50% heavier than I am now. I'm around 6% body fat. And by the way, this is the caffeine molecule. It's the only tattoo I have. They're not really that healthy for you, but I just had to do it. What you've got to understand as an entrepreneur is that your inner state, like the state of your energy will be reflected in your company. And the younger and smaller your company is, the more your inner state affects this. It's kind of like if you have a new baby and you're stressed, the baby will get stressed and when it's a teenager, maybe they will, maybe they won't. So you've got to spend more time and attention on like, how do I show up with my team or am I regulated? And the easiest thing to do there is make sure that you are feeding yourself properly, that you're sleeping, you're doing the core biohacking techniques. I could not have done all the things that I do had I not done lots of 40 years of Zen and if I didn't know how to increase the energy available in my body. And by the way, Colette, I'm 52, I turned 53 in another month. So what I would say is non negotiable is sleep. Except I'm on my fourth city. I was in one city every day for four days, including an international trip and I'm flying to Ecuador from Romania tomorrow, so it must be that sleep isn't it? But maintaining my energy is. So I am militant about my jet lag protocols and I've published them multiple times. I have glasses over there I'm going to put on in a minute that change my light in my eyes. And managing my energy comes first. It's the single most important thing and I tell my team not to. The other thing that's non negotiable is that my health comes first. It is more important than anything else. If you're working with an ea, they will burn you out if you let them. So health and energy come first, family come second and business is a close third. I've had dinner with my kids more times than any other CEO at my scale that I know of. Every night I was at home I did that if I was on the road. And now my kids are older. We don't do that. We live in different cities. But those are the most important things. Know your priorities. The other thing that I would say is non negotiable is I assign a value to my time and it's absurdly high, like at least $5,000 an hour. And I tell my team, you're going to spend an hour of my time, you're spending $5,000. And that also means dumb things like when I go to the airport, not going to track down an Uber, I'm successful enough, there's a dude waiting there with a little sign. It cost me an extra 50 or $75, but I don't have to think. I go, he's there, we walk to the car and I can be on a call. And that saves me because I fly sometimes two, 300 times a year. It's saving me a whole week of productivity. So if you're in the $50,000 a year, $100,000, working on your way to a million dollars, the single biggest sin you can commit is washing your own socks. Have someone help you with the basic tasks, that time and energy. You cannot waste your time. Your time is so precious. Every drop of energy is so precious. And you put it into things that matter. Being human and showing your team that you're human and that you make so mistakes and you apologize and that you have a life, it's really good. And I think it, it makes everyone more relaxed. And I know you really value work, life, balance as well.

So, Dave, we have some questions coming in from the audience. Edward here is asking a really good question. Edwards question is how should I build a brand when as an operating founder I need to be my client's secret weapon and to keep complete confidentiality about what I'm doing for them. So I guess this is very classic for people who are consultants, behind the scenes advertising experts. How do they do this?

So I have this problem with 40 years of Zen people. Sometimes very, very wealthy people are coming in and spending $20,000 for five days to upgrade their brain. So we have a full on. We do not ever talk about you. But I use a company called Share one and what they do is they will conduct a short video interview with people who are, who go through the program if they want to do it. And then they automatically format that into little testimonial videos that they give to the person who can then post them if they want to. And then later we say, would it be okay if we had one of those. And sometimes people are very happy to do it. In fact, usually they are. Sabrina K. Who's a self made billionaire who moved to the US when she was 17, didn't even speak English when she moved here and was on the board of the Louvre. And it's just been so successful. She went through it and it's like, heck yeah, I want to do a testimonial. This was so good. So I can mention her name. But some of the people, you'll never hear them. So ask. And sometimes you'll be surprised at who says yes. You can always ask. And you just have to ask in the right way. And you can then say like I do more than a thousand high level, this, this and this. I was working with another friend, she's an executive coach and she's coached 25% of Fortune 100 female CEOs. So you put that up, you get statistics about the people. My average client is doing $107 million or whatever. The thing is in specifics, 107, not 100 things like that. So it just sounds and feels real. But don't lie. The reason you don't lie is because people can tell there's an integrity thing about it. And also there's this thing in the US called the ftc. If you lie, they can destroy your business way more than the FDA or something. So you must be truthful in everything you say.

So I think Edward's question is Edwards clients. So share one, right? So that's a good recommendation. So share one will interview your clients and get stories. But if Edward, let's say now Edward, didn't share his career, but let's say Edward is one of the world's top YouTube advertising guys. But he has committed to be behind the scenes. So he's lifting up his client, but he's behind the scenes. How would he build his brand for his agency?

So he has to decide are you building your brand or building the agency brand? If it's an agency brand, you have one path, which is like Gary Vee, where he's like, he builds his own, but he talks about his wine store and trading cards. But it's in, in the context of running an agency with a thousand people in it. So he started with personal brand sharing a lot of value. And what I would do in any of the situations, give the value away first. And I did that same thing with Bulletproof. Every single post. 3000 posts, nine books, 1377 episodes of the show. There's like a two year college degree worth of biohacking info and it's all free, so you pay it forward. Don't write dumb little AI white papers. Write a white paper that actually matters and is short and pithy. And at the end, after you've delivered value, you say, hey, you should probably follow me or why don't we set up a call? Because this is just the beginning. Too many people ask too soon. Do not start selling. When I interview people who come onto my podcast, people spend a substantial amount of money to have an extra. If you have a product in my space, I'm going to help you grow your business to a million dollars. You're going to pay to be on the podcast, and I'm very open about that. And you're going to bring in a PhD or someone who's very knowledgeable, top in the field. But some people come on and in their first sentence, they're selling. And I will stop the interview and say, stop selling. You're not allowed to say anything about your product or your company until we're in for a half hour. And when they do that, then they sell sometimes half a million dollars or a million dollars in a podcast episode. But if they start going, blah, blah, blah, that just all the self promotion. No, you give away the info, right? You give away value and you show people that you care. And one hint that is so important. You may have heard me say this. Most of the time, I'm going to say you. I'm not going to say you guys, I'm not going to say everyone. I'm going to say, is everyone happy today? I'm going to say, are you happy today? Because even though you might be talking to, in this case, you know, 5,000 people, I'm talking to you because you matter. And that's how we hear things. When I'm on stage, I'll talk about you. And so I actually make my team with every piece of copy at the top. Tell me the ratio of times that we say I, me, mine, ours, versus the rest of the words there, and it better be the lowest. So unless I am telling you a story about my life, I'm going to say I the rest of the time. Can we say you? And something that I do on Instagram that makes me go viral, and there was a question in here as well about that is, you know, what about being controversial? If you don't have a stance on things and you're trying to please everyone all the time, you're not going to stand out. There's too much of that. And Vishen, I've seen you do this when you really believe in something like, look, you can unfollow me, right? I'm stand for what I stand for. I'm the same way. And you know, some people get really angry. Like recently I did a post that said if we live in a world where it's okay to kill people who disagree with you, that means that they could kill you. So let's not kill anyone, even if we don't like them. Like, let's let people just talk about stuff. I lost 1600 followers that day. And I celebrated. And one of them is that people genuinely want to help you. And I was raising that if I accept help, it's a sign of weakness and then it creates debt. I'm gonna have to pay that person back. It's not how the world works. If someone has suffered to learn something like you have as an entrepreneur, as I have, most people never know how much we've been through. They just want you to not suffer the same way. And that's why it's okay to walk up at a conference and ask Vishen or ask me a question or something like that. Vishen, you don't get angry when people do that. You're like, oh, this is great. There's someone who actually cares. And all we want, if you ask a question of us, is, please go do it. Don't waste our time and then not, you know, not take action. If you take action, it was an investment of our time and we love it. And if you get this really good advice and you go home and keep doing the same stuff, well, why did it wasted your time and ours? Like, we just want to help. And every entrepreneur I've ever worked with who's helped lift me up, they want. They did it not because I was paying them, they did it because, like, oh, look like they're getting joy from it. So learn how to receive help and how to ask for help with integrity.

I love this advice from Dave. Learn how to ask for help and to receive help. And I love this. I love when we talked about having people on the podcast and not selling right away. You know, it makes me think of Shade's presentation where it's like, what do you want to be known for? How do you want to make people feel? And it's that genuine connection that we have with people that we can understand their values, but their to be list all of these things that we've learned so far that that makes us want to support them and to help them. But it's so interesting always to learn from Dave Asprey. Obviously he's built many phenomenal brands and really pushes the boundaries or what he calls this like radical marketing. But it's just this reminder that we, that whoever you are and however you want to show up and express yourself, that it's okay to do that. That it's actually, you don't want to fit in to hear that they made a song that everyone would love and it was actually boring. We hear a lot of times being polarizing because the truth is that not everybody's going to get you. Even just watching some of these talks, I watch the comments and it's like, I love it, I don't like it. So it's just, you know, how, how do you see your brand? How do you see your product? How do you see your message and how do you shine and show that to the world? And so I'm excited for our next speaker because there's us marketing, right? There's us speaking about our products or there's about creating offers. This is another way to think about it and something that you'll learn in the Entrepreneurship Mastery program. You can actually create offers that are so compelling that people literally want to line up to buy from you. And that is what our next speaker is here to talk about. He's incredible entrepreneur, globally respected, best selling author of the book Key person of influence and he is a leading 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 is actually the most featured guest on the Diary of a CEO with Stephen Bartlett. He is doing amazing. Amazing. Not just companies that he's growing, but I love how he's always advising and always giving back, talking about the success, talking about the strategies and talking, like I said, how to create a compelling offer. So please everybody, welcome. Up next, 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've got people, we've 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 and 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 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 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 cover 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 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 decisions. 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 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, 1 person has 15 grand to spend, 9 people would have 5 grand to spend, 90 people would 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. 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 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 on, 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 net worth, she would happily spend $250,000 a year and think that that's cheap. 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 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 Chat GPT 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 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 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, 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? 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 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 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 tires and 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, you know, 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 tent 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, 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. 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 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, 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, 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 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 got to 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 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 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 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 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 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. 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 Admidis, 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 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 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. 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 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 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. The one 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 of 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. 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 Edmidis, 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 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. 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 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, 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 exhausting. 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 step by steps, right? So you do have to create step by step. So whereas your principles looked 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, you know, I help people with their diet, exercise and health. You know, I guess I'm gonna have to develop an online calorie tracking app. No, you're not. Right. Just package in a calorie tracking app. Oh, I guess I'm gonna have to package in, you know, some. I'm gonna. I guess I'm gonna have to develop some sporting equipment. No, just buy the sporting equipment equipment and send it to them. So think about an Italian restaurant. You go to an Italian restaurant and in the 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, 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 shots 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 package in 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, right? 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 self first and then build, right? Self first, then 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 off a 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. 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 one tenth 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 multimillion dollar 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 if I 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 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 Persona. So it makes. 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 free 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. 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 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, creates the sponge cake and then you ice the cake. You, you make it special. You, you bring your person 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 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. 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, 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. Sense from a value perspective. Here's another prompt for you. Prompt. Calculate the value of what I can deliver to my ideal customer Persona. 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. 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. 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 and 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. 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 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 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, 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 it. Stay in touch with me and I look forward to hearing about how your business has succeeded all the best.

Again, for anybody asking, that is Daniel Priestley. Learning from him, learning from all of these teachers is so incredible. Daniel will be part of the entrepreneurship Mastery program as well. Some takeaways that I saw you guys say too. Self first, self first, then build what an idea.

Right?

And the old school notion of having a brochure that actually shows. And I love that because Daniel's presentation has a little bit of both. It's like we want to be human. We want to be able to show person a brochure. We understand that people feel before they think or before they buy. But then he also has all of these incredible prompts that he shared with you guys. And I want to say thank you to everyone in the, in the community that is sharing these prompts. Please continue. You too. It's so great to see you guys help one another. Really keep all of this information documented because I know that it is a lot at once. And because there is no recording to this, I want to make sure that you guys have all of this. I know that a lot of these talks so far have been recording. Some of you have been a little confused or questioning that. But I want you to know right now, I am live. And up next, we have such an amazing entrepreneur. He has built multiple eight figure businesses, scaled movements that have absolutely redefined modern entrepreneurship. And he's helped thousands of founders grow companies that merged profit with purpose. I love this. Profit with purpose. He is the founder and CEO of Mindvalley and he is here live now. He's going to be answering questions with you guys. But before that, he's going to teach you how you can double your business in just 30 days with six powerful principles that every entrepreneur can apply to accelerate growth, innovation, and of course, impact. Everybody please welcome. With me now live. Vishen.

He's coming.

Don't worry, guys. It creates the tension.

Welcome everyone. Hi, Caitlin. Can you hear me? Okay?

We hear you. Vision. Thank you.

Perfect. So it's dark around me right now because where I'm at, which is Kuala Lumpur, Malaysia, it's 1:30am What I'm going to do over here because we have close to 2, 500 people live with us. I want to honor your time. I'm going to go through a really rapid presentation. Now this presentation is normally about 60 minutes. You're going to have to think fast, you're going to have to write fast because we have 48 minutes. But what I'm going to teach you in this presentation is a simple idea that led to the birth of mindvalley. So we surveyed the people who are showing up for this event. Many of you are entrepreneurs. And where you are in your career right now is your take home salary is about 50 to 100,000 a year. Okay, now that's pretty good. It's really good. But what if we could double that? Now what I'm going to share with you is a framework. And I've shared this framework with multiple people. It's a way to think about how to convert on your website. Because no matter what type of entrepreneur you you are, you have a website. That website could be Instagram page, It could be a simple landing page leading to a video. It could be a YouTube channel. These are all websites. But what are six principles that across the board, if you put them on these websites will lead to a bump in conversion? Would you guys like to know? Because this is what we're going to be talking about today. Okay, so I'm going to to quickly share my screen and we're about to begin. This started for me very early on. You see, I didn't start out as an entrepreneur. I started out as an engineer and I borrowed $30,000 from my dad. I moved to Silicon Valley way back in 2002 and I invented a new type of community platform software for blogs. Blogs were a thing back in 2002. But my timing sucked. You see, what happened is that I moved to Silicon Valley in the middle of the dot com bubble bursting. And so I lost everything. I lost the 30 grand from my dad, and worse than that, the economy was so bad I couldn't get a regular job. So I basically was sleeping on a French couch. Now, long story short, after passing my resume out to every company that would hire me on Craigslist, I finally got a job where I had to pick up the phone, call up American lawyers and pitch them on legal case management software. So this was a really hard job because a I had to interrupt lawyers in the middle of their day. And baby lawyers, especially the territory I was assigned, which is Texas, they have a really beautiful, artful use of language and when you bug them in the middle of a busy day, they know how to tell you to f off in the most elegant, poetic unbelievably caustic sense. So I got stabbed in the heart every single day. But I also had so much admiration for the wordplay of lawyers. Now I ended up taking a class that caused my sales to accelerate. That class was Silva, the Silver ultramind system. And you know it because Silver Ultramine, the program to this day, it's now 22 years. Last year, Silva Ultra Mine did 30 million in sales 22 years later. Okay, now let me tell you what happened in. In the span of that 22 years, I learned how to use my mind to achieve goals, to tap into intuition. This made me unbeatable in sales because I would know intuitively what to say. The lawyers could no longer trap me with a wordplay. I could visualize sales targets and hit them. I became the number one salesperson in the company. And I was only 26 years old. But after 18 months, I had an intuition to leave to start something more meaningful that started my entrepreneurship journey. And honestly, after I left, it's not like I started making money right away. In fact, I was losing money the first couple of months. But I want to tell you the story of a simple method that changed my life and caused my website to take off. And this is the six pillars of influence by a University of Arizona professor called Robert Cialdini. So Cialdini was a very brilliant man and he developed this model after studying the psychology of influence. So I started a website selling meditation CDs. Nothing was moving. When I applied this model, sales started growing and growing and growing. Within about 12 months, I was making more from my website than my job as vice president of sales of a Silicon Valley company. That gave me the confidence to quit and start the business that today would become Mindvalley. So I'm going to teach you these six pillars because you can apply these to your website. So again, we're not going to get into the specifics of this is what you do on an Instagram. This is how you tweak your YouTube. No, we're going to look at six psychological tools that you can apply across the board. Now, if you happen to do sales through the phone, through webinars, if you happen to be on stage, if you happen to be, if you happen to be providing any service or product, if you understand these, your sales can grow. Okay, but first, I hope you guys have enjoyed entrepreneurship mastery. What you are experiencing right now is the highlights recap of our event that happened two weeks ago with all of these amazing teachers. We launched Entrepreneurship Summit as a three day event to celebrate the birth of entrepreneurship Mastery, which is the new entrepreneurship degree on mindvalley. So super grateful to all the teachers to teach us that whose videos we replayed today with the teachers that our community, our audience, gave the highest votes to, including the presentation, this one, and the subsequent one that I'm about to take you through. Okay, now, first, before we go to the six triggers of influence, I want to share something really important that people said meant a lot to them. This is a slide from a famous TED talk by Bill Goss. Bill Goss was a Silicon Valley veteran. I had the pleasure of doing dinner with him maybe about 12 years back. And he was an investor who built up many incredible companies. If you've ever seen Google AdWords, he helped invent the technology behind AdWords. So search Ad placements. So Bill Goss had his team in idealabs, which was his incubator. They invested in companies, they spun off companies. He had them examine what were the success factors of all of these companies that they were spinning out, that they were investing. And the results were actually quite shocking because this was in Silicon Valley, and you would have assumed that it was a hot idea or it was funding, but it wasn't. In fact, the number one thing was timing. 42% of the success was just timing. 32% was team and execution. This means that even if you don't have a hot idea, if you can execute fast, if you have a good team, your odds of success go up considerably. Now, third was idea Truth Outlier. So this really has to do with the. The idea. Okay, the. The idea, the problem that you're solving. Fourth is the business model. It's how you sell the idea. And last is investors. So if this gives you hope, that even if you don't have investors, that even if you haven't figured out your business model, that even if you don't know what the hot idea is, if this gives you hope that you can do this, if you nail timing and execution, please put a yes in the chat, because this gave me hope. It's beautiful to see all of these yeses. So I want you to understand this. If you combine 42 with 32, that's almost 75%. That's three quarters of your success, is two things in your entrepreneurship journey. And this is counterintuitive. It's the right timing. So Airbnb, okay, Right timing. It started in 2008, right in the middle of the pandemic. People were at a loss for money. They couldn't afford hotels. They wanted to rent rooms and save money. Timing matters. Uber. Now, what happened with Uber? Well, Uber launched at a really interesting time. The iPhone had emerged. Now, when the iPhone came out, people wanted to be on their phone. The phone became a portable device. You could use it for emails, you could use it to get work done. Now, if you're using a phone, you don't want to be driving a car. You can get an extra hour of productivity. If you're commuting for an hour a day, you can get an extra hour of productivity using your iPhone, your smartphone. Uber came at that time. So, for example, I have a. I have a really nice car here in Malaysia. I don't drive it because I prefer using Uber because I get work done. See, again, it's timing. Now, the second thing is team and execution. So this is really important if you're a team of one and the vast majority of the entrepreneurs here, we did a survey. You're solopreneurs. Don't worry. When I started mindvalley, I was a solopreneur for two years. So solopreneurs can do a lot of. It's the execution. So here it's the team of yourself and it's how fast you can execute. And execution today is a different scale because of AI. Okay, we'll come to that in a moment. Now, so someone said, why did the values not add up to 100? I got to look at the original TED talk. You can find this online. Bill Goss. Okay, now let's go on to doubling your business in 30 days with these six principles. I want you to give yourself 30 days and I want you to think, how can you apply these six principles to your website? So this is a simple meeting that led to a 100 million app. I was fascinated by Silva and Jose Silva, the guy who had created these amazing meditation protocols, had passed away in 1999. So I went to his family and I said, I would love to sell Silva CDs. And they said, why would we believe you? So I just studied these six principles. So I showed them their website and I said, listen, this is my plan. I'm going to do A, B, C, D, E, F. And I explained these six principles. They were so convinced, they gave me a deal. And sure enough, that deal was able to convert into a multi million dollar business within two years. Now these are the six principles. Cialdini calls them the six principles of Persuasion. Reciprocity. Social Proof. Liking. Commitment and Consistency. Authority. Scarcity. I know this chart looks complex, but stay with me for a second. I'm going to show you how to Use them, okay? And I'm going to show you how to apply them. Whether it is your Instagram or whether it's your YouTube channel or your website or your email, or even if you just do face to face selling. And I'm going to teach you a simple method to remember these six. Now this is the website I first launched. So I told you I got the deal to sell silver and I told them I was going to put up a website. So they gave me good terms, so I became officially a reseller. This is the website I launched. And on this website, even if you don't see it, these six principles are there. And as I added each principle I would see boosts sometimes 20%, sometimes 40%, sometimes a hundred percent just from the application of these principles. For example, do you see something, something there called user experiences. So that user experiences tab basically links to one long scrolling page of testimonials. That's the principle of social proof. Adding that one page, not with five testimonials, with a hundred testimonials that caused sales to spike 40% on an e commerce website. That's just one principle. Now there's another principle on this website which converts like crazy. Do you see the section called did you know? And below that it says Silva's work has influenced many world renowned writers, doctors, Olympians, sportsmen and success stories. Then I mentioned Wayne Dyer, Shakti Gawain, opera singer Margarita Piazza, Richard back and so on that do sales by about 15%. That's called authority. Authority matters. And in America there's a certain scale for how authority is perceived. So that website went on to grow and grow and grow. Eventually it became the mind value is featured in every single play store in the world. So until recently when the iPhone 17 came out, so when the iPhone 16 came out, our app was a demo app. And it is crazy hard to be a demo app. Only a handful of apps get to be used as demo apps on the iPad or the iPhone. In Apple stores we were a demo app. 200,000 Apple stores. We so appreciate you, our community, we appreciate our team. But this is where that little website got us to becoming the platform for human transformation. Okay, so I want to show you that you can start sucky, you can start embarrassingly bad. I mean that website's embarrassing. But over time, as you add these principles, you build up revenue, you invest in more design, you invest in the, the experts that you need and you build, build, build and scale your revenue. Okay? So again, these are the six principles and I want to give you A simple word to remember them. Class, here you're removing the I and E. I get that. So classer. Class, sir, make your websites classer. Okay, so what is the C? That's the first principle. The C is commitment and consistency. Now I want to show you a little secret here. This simple trick doubled revenue by 96%. So revenue grew exactly 96% in 24 hours from applying this. Okay? It's called commitment and consistency. And I'll tell you what it is. But first I got to explain. The science studies show that before you get someone to take a big step, you get them to take a small step. Okay? So for example, on our website before we ask people to buy our online course, which back then in 2002 is about 120 bucks. So that's like maybe $400 in today's money. Okay, maybe. Maybe anywhere from 250 to 400. Before we got them to buy the home study course for Silver, we got them to instead subscribe for a free email series. Do you see that girl in the blue meditating? It says download your free audio and ebook training. Click here. Okay, so they would click on that, they'd come to a landing page and on that landing page they'd put in their email and first name, they'd get an autoresponder. So the book wasn't delivered in one chunk, it was delivered in nine emails. So this is a really good tool. I've used this many times to scale businesses. Take a book, divide the book into nine chapters. Could be 10, could be 11, could be 12. Our book was about 75 pages and it was a well written book. And it came with a demo meditation track, an MP3 that they could play. So you gave them chapter one. The PS line says, if you enjoyed this lesson, buy a home study course. Then day two is a reminder. Did you read lesson one? By the way, if you enjoyed this lesson, get a home study course. Day three is lesson two. You it's no sales, it's just clear content. The PS line is, if you enjoyed this lesson, buy a home study cost. That's it. And we repeat that. So how long does it go for? About 18 days. Sales increase 96. But not only that, you end up with emails prior to this. If someone came to the website and didn't buy, I lost them. Now I got emails. Today our email list is 2.5 million people. So emails add up. That and emails are your own, your own platform. It's not Mark Zuckerberg, it's not Instagram. Instagram can Throttle you. So people love free stuff, and this free stuff is activating the commitment and consistency principle. Because they take a small step to give you their email, they're more likely to then buy. So there was another study done. If you have Instagram, right, and you have people following you, people are three times more likely to buy from you if they leave a comment on one of your posts. Again, commitment and consistency. If they leave a simple comment, if they put in an email, they are odds of buying increase. It's like the human mind is saying, okay, I've interacted with this person. It's safe. So now we come to idea number two. Likability. Okay, so likability is where you use humor. It's where you use. It's where you use humor. It's where you use free content. It's where you are vulnerable. And in today's world, customers love businesses that are real. We love shopping from mom and pop stores because we know the founders. We love buying from companies that have a mission, where the founder is, you know, the founder is visible. It's not a corporation. He's not behind the wall. So we just launched a supplement company. And today, literally 30 minutes ago, we released a new ad. And I want you to look at this ad because this ad and you will learn how to create ads like this. It was created and scripted in one hour and then filmed in one hour. Then the editing took some time, but the entire time for this ad was two hours. And I want you to check it out. We just launched 30 minutes ago, so I can't say how it's doing, but this ad is based on the principle of likability. I'm making fun of myself and our product, although our product is incredibly good. Check this out. This is coffee. And this is why your to do list looks like a graveyard of broken promises. And this is Focus. The pill that turns your brain into. And somewhere in here, the pill that turns your brain into a weapon of mass production. I know coffee smells good. I know coffee tastes good. But guess what? Coffee keeps you up at night. Coffee gives you the jettison. Coffee can also age your skin. Check this out. This is what we found as cafes have been booming in New York. Guess what else is booming? Botox treatments. This, my friends, is a smoking gun. I used to be as addicted to coffee as you were, but today I use this focus. And you know what? This is Coffee 2.0. It is great for your skin. No jitters. Look how still my hand is. Look how still my hand is. And you get to sleep soundly at night. Focus is made in America, mostly by Americans with legal immigration visas. We also ship to Canada, Britain, Europe, but we do not ship to Asia. Why? Because Asians are just smarter. They don't frankly need this. We especially do not ship to China because if we did, China would win the AI race. And we're all about America, baby. Yeehaw. This is Leo Merida from Italy. Leo, tell us what happened when you took focus. When I took mind body focus, I think I'd accidentally discover a new color.

I call it emotional focus.

Listen, adhd, neurospicy. Stop collecting symptoms like badges of honor. What if you don't have adhd? Maybe you can stop blaming your mom for smoking during pregnancy. Maybe you just need the right brain supplement. The first is paraxanthine. Paraxanthine is just like caffeine, but with the 20% of the molecule of coffee that keeps you up at night and gives you jitters, sliced out. All the smooth focus and flow and creativity of coffee, none of the side effects. Thank you, modern science. Then we have L tyrosine. It builds your brain chemicals so you don't flatline during your fourth zoom call of the day. Then peak ATP. This is like the Tesla charger for your neurons. Pure fuel, zero burnout. Alpha GPC turns your brain from three browser tabs, open to 37 and you actually remember what each one is for. And L theanine increases alpha brainwave states, disrupts you into flow. So you stop sounding like ChatGPT and start sounding like you actually read books. All our supplements are made by real scientists who went into crushing debt to get their degrees and now have to work non stop to for a livable wage. They're too educated to quit now. This isn't our real scientist. This is Leo, our film editor who discovered the new color. Our real scientists are in the usa. We just didn't have the budget to fly them over because we have been focused on making the best supplements for you. So ditch the coffee, ditch the chaos, upgrade your brain, become a freaking intellectual superwoman. Okay, so you guys get the idea. You see how likability can work now there are formulas for this. There are formulas where you can bring in vulnerability, you can bring in authenticity, you can bring in humor, you can bring in. So these are things that generate likability, okay? Authenticity, just being real and then having standing for something. So you know, people who stand for the environment, stand for saving dolphins, whatever it is you stand for, having a stand makes you likable. Humor, especially self Deprecating humor, not making fun of other people, making fun of yourself, that makes you likable. And then doing good things in the world, charity work, whatever. So that's why so many companies might advertise or talk about how the good that they do in the world. Think of many great brands, consumers and multiple surveys showed that they buy from brands that have a stand from brands that where the founders of the company do charitable work and so on. Okay, so likability is a very important thing. But now we come to authority. So authority is this. Now, when I wrote my book, the Code of the Extraordinary Mind, I was a first time author and basically I was giving a talk and there was an editor in the audience. And my talk was so good, the editor signed me and I got a massive check. One of the biggest ever first time author checks for a book. And that was because the content was really good. But people who had seen me speak, knew what I spoke about, but the wider world, they did not know. So how could I get in the first 11 pages? And this is what happened, because the book established authority in just the first 11 pages. What happened is the book went on to become number one on Amazon. Now I'm not talking about number one in the meditation category. No, I'm talking about number one book in the world of every category. I briefly went on to become the number two author in the world. That means I overtook Hillary Clinton. Her book had just come out, this was 2016. And then I overtook JRR Tolkien and his combined works and I overtook the combined works of J.K. rowling. So my book overtook all of the Harry Potter books combined. Can you believe that? For five days now what happened? Like how, how did this happen? So apparently Amazon prime, what they do every now and then is they take a handful of books and they make them free for their users. So my book was among a thousand books that was free for that particular week. Now, most people will take a book, they read it, they put it back. Take a book, they read it, they put it back. But in my book, I did something different. Amazon counts the book as read. If you go to page, do not get to page 11 because the books are boring or the author doesn't establish why you need to read the book. In my case, for the first 10 pages, all I did was establish authority. I establish the research, I establish how I wrote it, I establish why the book was written. So I, I, for example, here's an authority story. I spoke about how I was on Necker island with Richard Branson and What Branson said to me was after we were, we were talking, he said, my God, you have so much knowledge, you should write a book. So I established authority using Richard Branson's name among many other tools. And so people had to read to say, okay, like wow, this guy seems to know what he's saying. Let me figure out what he's saying. Book became number one book in the world. Okay, so that's how important authority can be now. And yes, Ivan, name dropping can be authority. It's actually called borrowed social proof. Okay, now we go on to social proof. So social proof is stories, testimonials. We are crazy about this in Mind Valley. So my book, the Code of the Extraordinary Mind, the greatest social proof I got for this book was that one of my students, Bianca Andrescu, so she attended a mindvalley event when she was 16 years old in Toronto. She learned visualization. She started practicing visualizing for three years. She would visualize herself every morning winning the US Open. She turned 19. It was September 2019. Bianca Andrescu wins the US Open and beat Serena Williams. And she's so optimistic, she's so positive. I mean she's just this 19 year old kid from Canada. And the press go up to her and they say, well, what's the deal with you? Like where did you come from? How did you learn this stuff?

Stuff?

And she goes, and, and by this stuff they meant positivity. She goes, well, where's my phone? Where's my phone? And she opens it up and she shows them my book. And this gets talked about all in the press. Millions upon millions of views. This is social proof. So you can see what I did. I screenshotted it. I invited Bianca to come. I interviewed her. So I got a little video of her talking about the creative visualization technique in my book, Powerful social proof. You have to go out there and collect these stories and sometimes they're unexpected, but guess what? Get these stories later on. So today I got an incredible story about our Entrepreneurship Mastery program. I'm going to share it with you in a bit. I got it this morning. Immediately I reached out to the person who left me the story. I asked for their permission. I stuck it. I'm going to stick it in the opening slide. And when we talk about Entrepreneurship Mastery later, for those of you who want to join, you will see this crazy opening story. Okay, now we're so crazy about stories, we're on the way to getting 25, 000 stories. You can go to stories.mindvalley.com you'll see. We're now at 25 and of course if you have a Mindvalley story, if you enjoyed this event, I'd love for you to get a story. So collect stories. Stories sell in the health and wellness industry. I remember reading an interview with the CEO of Beachbody, which is 100 million plus health and wellness company like Mindvalley. He said 70% of fitness programs. Basically it's all about the story. It's not about anything else you say on the page. People just need to see social proof. 70%. So are you collecting stories? Do whatever it takes to get customers to submit stories. Now if you go to stories.mindvalley.com you'll see how we collect these stories and you can submit your own. And our stories are all cataloged. We have a whole system. You can organize them by country, by product. You can see under the mastery category itself, we have collected because Masteries is really high and it's about $5,000. But we've just collected some of the most amazing stories. Okay, so collect tons of story. Okay, so now we've gone through commitment like commitment, likability, authority, social proof. There's two more. Scarcity and reciprocity. Okay, so let's go on to scarcity. Now I want to show you something. Okay, this is our event page. And when we announced our new event, Mindvalley University 2026 happening in Tallinn, Estonia. So you can see this page is basically a beautiful video. And then the word reinvent yourself and the date. Now when we announced it, we sold out 55 of all our tickets in three days. But here's the crazy thing. Look at the date. The event was one year ahead. So we sold out 55 of our tickets one year in advance. This is great. Cash in the bank right? Now do you see how we are using scarcity on this page? Simple line. Get your ticket before Sunday, August 31, 11:59pm PST. We are super specific. After that the price will go up. That's all. And look, it's only $150 off. Look at the ticket price, right? Two thousand, three thousand, two thousand, fourteen, fifty nine. Eight thousand. Eleven thousand people bought one year in advance to save a hundred and fifty dollars. So firstly, it's because the event is incredible. If you've been there, you know, you can put it in the chat. The event is incredible and so many people want to make sure they get in. But that is the power of scarcity. The ticket. Look, our highest price ticket is $11,000. The saving is 150 people still bought one year in advance. Can you believe that? So scarcity is something incredibly important. Now again, you cannot fake scarcity. Our prices do go up, just like airlines. And of course this is an event. And we have a capacity of 1500 people because that is how much the auditorium can hold. And so we can't just infinitely sell. Even in Mindvalley Mastery programs, we have a capacity because the programs are very, you know, we bring up students, we interact with students, we even have student meetups. And so we can't just put an infinite number of students in our mastery program. So you gotta have real scarcity. But scarcity is important. Bake it into your product. Now the final one is reciprocity. Reciprocity is this. You give me something good, I give you something good. You do good for me, I do good for you. So reciprocity is triggered on our website by the same principle that triggers commitment and consistency we give people. So in our Silver Ultramind program, this is the crazy thing, right? The full CD set is 120. There are eight meditations there. The best meditation, which is called the centering exercise. We give people free. We give it free in lesson one of the the newsletter. Now you may be wondering, holy wait, I just came to you when you gave me your best meditation free, why would I buy the rest? Well, people buy because of reciprocity. Because people, you, me, people are ultimately good. And when someone does something good for you, you want to return the favor and so do good for your customer. Now notice Mindvalley Entrepreneurship Summit. Something like 50,000 of you registered for it. And we gave all of this training for free. And we know it's going to come back to us in the end because a large chunk of you are going to sign up for our entrepreneurship Mastery program program. This is the principle of reciprocity. Mindvalley works on this quite a bit. We give free, good, free stuff. That's why we do so many free summits. And in turn, people buy a mastery degrees. We took our Mastery university program to 30 million in revenue in year three through this model of reciprocity. So my question to you is, how can you apply it? Okay, so commitment and consistency. Let, let now let's talk about you. If you just have an Instagram page and you are building your business on an Instagram page, how would you use these six triggers? Let me give you an example. Okay? Commitment and consistency. Have a little link on your Instagram page to where people can download, can, can do something, can take a small step. You're not asking them to buy, you're asking them to download a PDF. Sign up for a free newsletter. The newsletter must add value. Likability means sharing your content, sharing who you are, sharing insights Authority. This also comes from Sharing insights. Authority can come from interviewing someone having a great guest on your podcast. Authority can come from sharing a testimonial from a doctor, a professor, a celebrity, social proof. Share stories of your customer Scarcity product launches saying I'm going to be for this week only. I'm going to be doing xyz but only for this week. And reciprocity giving good content to your Instagram audience so they in turn value you and come back to you. Okay? That's how you can apply this. But it's not just Instagram anymore. You can apply it to any website. So thank you. I'm going to hand the floor back to Caitlin. And remember, Classer Commitment and consistency Likability Authority Scarcity Social proof Reciprocity. I hope you guys enjoyed this presentation and can use this on your sales funnels and websites.

Thank you so much. Vishen. That was incredible. Just loving it. Making notes with all of you guys too. Vision will be back in just a few moments. So I know some of you guys have questions about things that you've learned today in the summit. He might be addressing some of those and also he's going to talk more about the this Entrepreneurship Mastery program which is going to encompass all of these incredible teachers. But I'd love to hear from you guys in the chat. We have seen some of the best highlights from the summit that of course there were many great other talks. But what have you learned so far? Let us know in the chat. What is resonating with you? What are you able to do right now? I love this idea of class or of what Vishen just taught us and the ability to actually, you know, so so often we give value to people and we help people, but then we forget to say can I get a testimonial? Or we meet people and we don't use that authority or that social proof that borrowed authorities he talked about. Let's see some of these things that you guys are loving though. Self first, build later. Yes, yes. There was such an incredible this was back during our AI summit that we had and we had one of the authors teaching us how you can could actually help AI use AI to help you build a prototype. And before you even had it, you could show people kind of as Daniel Priestley was talking about having a brochure, having the ability to show somebody, help them picture it in their mind of what this, what this dream looks like. If you go back to what Naveen Jain talked about, this idea of really helping paint a picture with your words. Imagine a world. Imagine a world and this idea of really going to the end. Maybe you're not that version yet. I know Daniel talked about this, this gap and Shade, I talked about this as well. The gap and who you are and where you're going. But to really show people what it is you're building, get them attached to your vision, literally by showing them through images of vision. So I really love that. Timing, right? Timing and expectation. I don't know if it was expectation or execution, how fast we can do it, but. But 70%, three quarters of what you are building has everything to do with this is timing in Airbnb. What a great example. Who knows if it wasn't during 2008 and if people weren't going through this housing crisis and needed to make money, if that would have done well. And it kind of reminds me of what Shade is saying about when you, when you have an idea and when you're really focused on building something, maybe nobody notices you at first, but just continue because the right timing can come, right? The right investor can come. You can help paint that picture and then how fast you can execute it. I really, really love that as well. Social proof. Yes, absolutely. Pricing. Ask your audience what they need and how much they're willing. Yes, I love that. That idea that Daniel said too. Who has the most to gain from what you do? And his example, although comical, is true. You can't sell to a cat. You have to figure out who your ideal audience is, that it's the owner. And really niching down, as Daniel put it, this idea of like, okay, you can be mass market. I think this is something that we kind of saw even with Dave Asprey's talk as well. You know, you can, you can be polarizing, you can, you can use these marketing tactics and really niche down in your area and really, really, really ideas to add stories. Ideas for an interesting website. Yes, I love that too. And how important stories are. And it's so incredible to see how mindvalley has all these testimonials. And I know even when I was new to mindvalley, I was like, I want to go, what do people say? What are their experiences? What do they have? And stories are so powerful because nobody likes to be lectured at. Right. Stories. We remember, we'll remember the violinist story that Shade told us. We'll Remember the story of the mathematician. Stories are such a great way to really, really, really be able to do it. Cats don't have credit cards. Exactly.

Believe.

Let's talk mindset for a minute, guys. Absolutely. Just the ability to believe. And I love this idea. Let's go back to what Shade said. Your B list, right? Just as we have to get an investor on board, we have to get our own subconscious mind on board. We have to believe in what we're creating. Naveen talked about the woman who was just going. She didn't act, she was just selling it like one on one. And then when the opportunity presented herself, she didn't believe. So she never built the foundation. And this is why I love a program like this with mindvalley because it's different than other entrepreneurs and there's amazing entrepreneurs that exist out there. But if you guys are here, you understand that we are more than just, just this body, right? We can use, we can use meditation, we can use visualization to be able to see Vishen's example of Bianca who beats Serena Williams. And when they were saying, how did you do it at 16 years old? She said, oh, let me show you this book. I was visualizing. So all of these tools and these tactics are so important when we're building our businesses, when we're becoming entrepreneurs, right. That we can really believe in ourself, believe in our vision and people can feel that confidence. They're like they're doing something and I want to be a part of it. People can feel your energy. Even as Shade was talking about how energy like that, this is really a key part of it and really making sure that we spend just as much time on that as we do building our business. Let's see what else? Yeah, that's a. Yeah, yeah, of course. Joe Dispense. I love that. What else really resonated with you?

That is.

And then in just a minute, stick with us because Vishen is going to be back with more. We're just giving him a break. Our vibe attracts our tribe. Trust it. Yes. Learn how valuable is the waiting list. These are really, really great takeaways that you guys had. I love, I love this so much, truly. So many, so many things I think we can learn is that there's many different ways and that's what's really great about this summit is you get, get to learn and you get to get into their, into the minds. You know, there's a really great quote that says if I think like you, will I be like you? And it's True. If you could expedite, if you could learn just as Vishen taught us in this classer.

Right.

Just taking these six principles. Commitment and consistency, likability, authority, social proof, scarcity, reciprocity, and to be able to say, okay, this weekend, how can I integrate this into my business?

This.

Or even as he did an example, how can I integrate this into Instagram? What if I just had a little something free there, download this PDF, sharing something, even this idea of giving, something Dave Asprey talked about as well. Is there something that people can download, something that's free, something that you're showing value to them that they can just get to know you, get to see what it's like, what your business is, understand it even more. So I really, really, really love that as well. Should people be. I'm just looking at people pay amount to buy the dream they have roughly through their own heads. Yeah, I love that. This is great. Storytellers. Yes. Prompting, right? How great were those prompts? How great were those prompts? And understanding the pricing.

Right.

And really understanding that there's these different tiers. I love Daniel's explanation of this, of understanding that, you know, you can have gold and you can have bronze and you can have silver, you can really price things differently. And you using. Is anybody. I'm curious in the chat, is anybody through this summit, use some of those AI prompts that Daniel gave us and, and have you guys created anything? You've gotten clarity on anything yet? I'm just, I'm interested to see anybody in the chat. Curious. Yes. Use them already. Awesome. Steve. Yes, Christine. Yes, live. Okay, love that. Try Vision AI too. Yep, Vision has that as well. You're using them now. I love this. Remember, execution and the speed is so important. Vision talked about that briefly, but timing, yes. But then how fast can you execute when you get the information? How fast can you be it as. As Shade was telling us? You know, it's really about becoming that version of you being that, putting it into action immediately. So I love that some of you are already doing that.

This.

Okay, well joining us back again, we're going to bring Vishon back. But guys, thank you so much for your engagement in the chat. We're so happy that you're here with us. And now everybody will welcome back for more Live with us, it's Vishen.

Okay, thank you, Caitlyn. First, a big round of applause to Caitlyn. She is incredible. All right, now, if you've been with us this far, I know many of you would love to know about entrepreneurship mastery. And so that's what I'm going to do. I'm going to show you guys our new mastery program and how it works. But. But I'm not just going to tell you about a mastery program. I'm going to share with you some powerful lessons from entrepreneurship that shaped my life. And I'm actually going to give you some clues on new ideas, new things you can. You can look at. Okay, now, before we begin, a friend of mine recently saw, came to visit the company, and he is Peng Joon. He's one of the top Internet marketers in the world. So I was hanging out with him today, and you may have heard of him, he's probably one of the top 50, 50 top digital marketers. So I was showing Peng Joon Aura. Aura is my. Is our company's AI buddy. So mindvalley is recognized as. As one of the. The few private companies that have really used AI in an incredible way. We just became a case study for a university in Italy. We're about to be spoken about at a conference on AI in Hawaii. I just spoke in front of 4,000 people here in Asia on the future of AI. And part of the reason is because I'm a computer engineer. I graduated from one of the top electrical engineering and computer science schools in the world. So we created this culture where AI does everything. And as a result, we went from 400 people to 230 people in 24 months with no loss in productivity. And of course, it meant shedding people. But we gave people really generous severances, like way beyond what was recommended because we believe in treating our people well. Well, but part of the reason was because we had to become lean. The world is changing really fast, and you cannot run companies in the same way anymore. So what you're seeing over here is Aura. Aura is an advanced AI that taps into. So this is called multimodal true Aura. We can go into Gemini or GPT or Claude. This is a system called a rag. Okay. RAG is a system that lets you grab all of your data, feed it into an AI and customize it. Now, what's interesting over here on Aura is that you can see my workflow. I'm using Aura here to create new advertising ideas for new advertising Here. I'm using Aura to help me with the lesson for quantum jumping here. I'm using Aura to help rethink how we classify and name our entrepreneurship categorization systems. So it's a really advanced AI, but I want to show you some of the really cool things that's going on in the background. Okay, we can go to Aura and we can ask it. Hey, Aura, I'm looking for a great story from Europe of an entrepreneur who transformed their business. And what Aura can do is Aura's pulling up names of actual customers and linking to their story. So Aura has access to everything in mind Valley, literally everything we put into Aura. Now on Aura, we can also build assistance. So Aura can now script a podcast or I can write like Vision. Aura can help me. Right now, it's helping me create a bending reality guide, which is a book I'm writing on manifesting. And this is where it gets interesting. Aura is able to grab info from a wide variety of different sources. So this is all. It's called structured data. And Aura can read the entire Google Drive, or I can read our Jira, our Slack it. She can read airtable. And you learn about airtable in AI mastery or entrepreneurship mastery. But as a result, we're getting to a level where what used to take me five days, I now do in one day. So let me repeat that. Five days of work is now done in one day. And it's created just absolutely new levels of freedom in my life. But you got to be structuring it well, you got to understand it. And there are a couple of principles that, that I think are worth noting. Jump on AI fast. If you can spend like a good 30 minutes to an hour a day just playing around with AI tools, that's how you get acquainted. What's happening in the world right now is there's a new type of entrepreneur that's coming in. And this is the type of entrepreneur that mindvalley we want to play a role in helping develop and teach. Okay? And it's the entrepreneur that is at the confluence of using smart tools related to AI plus other technologies. The entrepreneur who understands that hustle is it. It's not about hustle, okay? If you're building a business that's going to consume your life, you might as well build it right so it doesn't destroy your life. You might as well build it in a way where your health is managed, where you aren't breaking connection with your kids, where you are in the right emotional states. And the third thing is the actual building of the business itself. The rules are changing how we do marketing, how we hire. The rules are changing so fast. We used to think hiring was just interviewing humans. Now we don't just interview humans. Now we run an algorithm to decide if we should hire a human or hire an AI assistant. You think marketing is the same. It's changed. Within one year, you will not. Many marketing roles are going to disappear. Mark Zuckerberg has announced that AgentIC AI will understand your business and then create your ad campaign for you. Everything is changing, and so the old ways of running a business no longer applies. Even the concept of reading books, book reads, podcast reads are going down. Because instead, smart people are learning how to get the information out of. Out of AI. So how we start a business is dramatically different. And what I want to take you through here is a new entrepreneurship mastery program that is designed to train entrepreneurs for the world of 2026 and beyond. Okay, so first I want you to see if these frustrations resonate with you. The first one is this. I know the world is changing. I don't feel ready to be an entrepreneur. Okay, you can put a yes in the chat if this resonates with you. Number two is I'm great at what I do, but I don't feel good at business. So now instead of putting a yes, put a one to five. If it doesn't resonate with you, it's a zero. If it really resonates, it's a five. Okay. Three, I want to share my value with the world, but I don't know how to package it. And you can see what everyone else is saying. So you can see, you know, if you're in. In similar company, three is a really big deal for people. I was at number three for a really long time. 4. I'm great with people in the room, but I wish I could deliver value globally at scale. Listen, listen. This is possible in today's world. I'm here in Malaysia. I built this whole company from Kuala Lumpur. We're an American company. I 98% of our team is outside the US if you do it right, you can build global companies at scale. Number five, I've tried multiple approaches. Nothing works. I feel stuck at a wall. Whether it's 200k, 400k or even 4 million in 6, I can generate revenue, but not profit. The money comes in, but there's nothing left in the bank. This is becoming a big problem for many people because ad costs are going up. So you got to learn how to bypass that. Nine, I spend in the right things, but it never creates the growth I want. And 10, my family just doesn't get it. Okay, now I want to show you what happens when you have the right learning. So I shared with you the importance of social proof. This was a social proof story I got today from a Lady called Nora. This is what she learned from me and Daniel Priestley. Okay, so Nora attended a class at Mind Valley University. So we have. We have an entrepreneurship day at Mind Valley University. Me and Daniel Priestley are the main speakers. And again, you guys know Daniel. You heard him speak. Speak earlier. Wasn't he amazing? So this is what Nora said. Four hours, she goes back to her business. She completely restructured her business, and two months later, her sales have increased 300% while her ad spend is down by half. Okay, imagine that. Would you like your ad spend down by half and your sales up 300%? That's what happened in Nora. Now, who is Nora? Nora is the CEO and founder of Alba Health. She's not some beginner entrepreneur. She won an Award in 2024, I believe. Actually, I think that that's a typo. European Female Founder of the Year at Web Summit. Okay. European Female Founder of the Year. So these ideas could help Nora imagine what these ideas could do for you. Okay, now, you may be wondering, what did Nora implement? So I know some of you might be thinking, what. Wait, what Dropped her ad cost by half and increased her sales by 300. Okay, four things. So I asked her. First is the webinar model. So Mindvalley developed a webinar model. I've sold $400 million worth of products through this webinar model. Model. It's the webinar model. How to use webinars. Number two, email marketing. Remember that thing on Silver? She emulated that. What I just shared with you of what we did in the Silver website where you sign up for a newsletter. That was strategy number two. Three, she followed Daniel Priestley's advice and created a quiz funnel. Daniel said, don't sell the product. Sell a free quiz that reveals the product. It's called Educating the reader. And fourth, she built a custom AI GPT. Those of you who attended our summit saw me demo that. I had to do it really fast. 30 minutes. But she built a custom AI GPT. And so her content production became significantly faster. Four things done in two months. 300% increase in revenue. What would that mean for your business if you did that? That's how fast results multiply when you have the right teachers. So this is what the power of mastery is about. Now, this is another story. Just got this today. This is an entrepreneur, and you can read what he's saying about our mastery programs. He got. He was struggling. He got. He now came out of that struggle. He said the Community in Mind Valley Mastery program was amazing. He got the seed money for his app and he's now setting forth spot on a new journey. This person, monaj, he utilized the learnings from mastery to to do everything from customer engagements developing new AI products and services to AI for personal productivity. Lisa saw her revenue rise by 71%, her contact database grew by 200%, and so on. All because when it comes to entrepreneurship, you are not beating a new part through a jungle world. They are tested methods tested templates, tested methodologies. But it's not what you learn at school, education, MBA programs. They teach you a lot of theoretical stuff, but they don't advance fast enough based on what's happening in the world today. The way webinar models work has now changed because of AI. The way advertising work has evolved rapidly because of new policy changes on platforms like meta and YouTube. You so with entrepreneurship, the fastest way to grow is to copy. And I know that sounds odd because we take so much pride in being original, but I can tell you the fastest growth I got came from copying. And I'm going to share some of the most precious things I copied with you. So mind of the entrepreneurship mastery, I went to some of the greatest trainers in the world, like Naveen Jain, the billionaire Dave Asprey, who built Bulletproof proof. Kim Perel, who sold a company for a quarter billion dollars recently. Daniel Priestley, the most frequented guest on Diary of a CEO Podcast, the number one podcast in Europe, in the Middle east, number three in the world. Number one entrepreneurship guest Vern Harnish, who founded the biggest entrepreneurship organization in the world. Mickey Agrawal, that badass woman who started 300 million dollar companies. These people have done it over and over and over and over and over again. Yet many of them has built multiple hundred million dollar companies. Why? Because there's a method to the madness. So if you've ever felt like your business is stuck at a ceiling no matter how hard you work, there's an answer. Learn and copy. If you feel like instead of running your business, your business is running you, there's an answer. Learn and copy. If you feel. If you're wondering how would your life look like if you could scale rapidly while working a reasonable 35 to 40 hours a week week. Learn and copy. If you're ready to step out of operator grind, start leading like a true founder, Learn and copy. That's it. Okay, so who was entrepreneurship mastery for? I got all of this brilliant talent to come and share their biggest tools. But again guys, we're not just making you copy. Because if you just copy right now, what happens when there are different technology changes and so on? We're teaching you that background knowledge. Did you notice what I did when I showed you the six principles of Cialdini? Now, if I give you a master, if I give you a webinar script, if I show you an advertising, you know what's going on. You see patterns that other people are blind to. We are helping you see. So yes, you're going to copy, but the learn part is equally important. Okay, so this program is for founders, solo entrepreneurs, small business owners, coaches, CEO speakers and authors, influencers, C level executives. If this is you, this program is for you. Now these are the top fears that you, our community, said they felt when they were trying to grow their business. Okay, so 34 said it's marketing visibility, 27% of you said it's over. And in two to three years, that system will be able to run the company as I go down to maybe 10 to 15 hours a week, if I even want to work that much. So it's about staking land right now and building businesses that are AI powered. And you don't have to be an engineer, you don't have to be fluent at AI. You can learn all of this. Now, entrepreneur Mastery is also designed for a world where time is no longer an issue. We're going to give you back, it takes three hours a week for six months, but we're going to buy you back that time by teaching you how to build AI employees to get rid of unnecessary stuff that you're already doing. And money is not going to be an issue because at the end of this program, you decide if you want your money back. This is the new type of guarantee that we have never done at Mindvalley before. So if you decide at the end of this program after putting in just the bare minimum, the bare minimum work work that you want your money back, no problem. We are that confident that we've created the best entrepreneurship training in the world and being an entrepreneur is enough risk for you. We're going to take this risk on ourselves. Now, one more thing. When we surveyed our list, we found that a large chunk of you are coaches, hypnotherapists, consultants, solopreneurs. Will this work for you? If you want to just be a business of one, and that is absolutely great. That's absolutely okay. So yes, we are creating a special extra weekly module to take everything and apply it to coaches, consultants, hypnotherapists, because Mindvalley certifies 6,000 of you a year and we Want you guys to succeed. Okay, you guys ready to go? Let's go. So first, some history. I want to share some entrepreneurship lessons with you. So rather than just take you through the program, I want to actually give you some useful ideas here. Why am I doing this? I understood this learn and copy model too late. First five years of my business, I was trying to figure it all out by myself. And at the end of five years. So I started in 2002, 2008, I found myself getting to a level where we were making a quarter million a month in revenue, but we were losing $30,000 a month. So our bank balance was going lower and lower and lower. And in my mind, I was going to, oh, damn, I'm gonna have to lay off my employees if nothing changes. But a couple of things did change, and one was I met great mentors, and two of them are in here. So one is Michael Drew. So Michael Drew is a book advertising expert. It was through some of his wisdom that I managed to get my book to the top. But I want to talk about the second guy. Alex Mendocia. Alex Mendocian, okay. He was a webinar expert. Back then, webinars were called telesummits. He came to Malaysia to do a seminar on telesummits, which is how to teach online, and then sell a product at the end of your webinar. And I couldn't, for whatever reason, maybe I couldn't afford it. Maybe the tickets were sold out. I couldn't get in. But I really wanted to meet Alex Mendocian. So what I did was I took a piece of paper, and because it was. I knew if I met him, I was going to be too nervous. I was going to slur my words. I said, dear Alex, I'm a big fan of what you do. If you are willing to coach me and my team on webinars, I noticed you have a website, and we have great website builders. We will renew and build your entire website for you for free. Okay? And all I asked is for him to give me, like, you know, just coach me. So I went to the event where he was teaching, and I waited for him by the toilet because I knew he's an amazing teacher. But just like every man I know, he has a bladder. He's going to have to pee eventually. So I waited. He went to the urinal. He came off the urinal. He went to wash his hands. He dried his hands. I go up to him with the letter, and I'm like, Mr. Alex, I have a proposal. For you. And that's how I connected with the guy. So Alex comes and there's a four hour webinar on. On, Sorry, a four hours Skype training. Back then we use Skype, not zoom, to teach our team how to do webinars. And this was in October. He did two hours of training in October. Two hours of training in November 2008. December 2008, we did our first million in webinars. We launched a new product called Quantum Jumping, our first million dollar webinar. All because I learned and what copied same thing, number one book, learned and copied. So since then I've done 400 million in webinars. And I in the term masterclass that you see all over the web, I pioneered that. So my first webinar, I don't want to call it a webinar. I wanted a unique name. I called it a Mindvalley Masterclass. Today everybody uses that word, masterclass. So I decided in 2022, when Mindvalley was well past 100 million, I decided, you know, I want to teach entrepreneurship like I want to give back. It was such a struggle getting to a hundred million. So I launched a $9,500 program where I shared my greatest templates, my greatest practices with the world. And it was limited to 200 people because we actually gave away mindvalley models like our webinar secret, our video sales letter script writing secret, and so on. Our hiring protocol, how we get great talent, how we measure goals, how we build some of the AI we built. Now people paid $9,500 for basically just 24 classes. 24 classes. By the way, entrepreneurship mastery now is 50 classes. We've doubled it. But was 9,500 for 24 classes worth it? Well, these were some of the classes. Okay, Managing data building, AI team members. We're going to go into this later. Now look at this chat on our WhatsApp. Okay, this is just from one person. Just want to express. I've highlighted it in yellow. If someone is still questioning this 9,500 investment and complaining things might not go. Perfect fact, today's call with vision open to us and, and he brought in his VSL guy is was worth every single dollar. Isn't that crazy? Like so one class worth the entire 9,500. That's how powerful it is to have templates that you can copy. So then that was 2022. We then tried a new program, a $30,000 program this combined entrepreneurship with health and wellness. It was limited to about 100 people. That was a Meetup we did in Istanbul. Then we tried and we had great feedback from this program, but this was focused on entrepreneurship as well as wellness. Then we launched a new program and that was a hundred thousand dollar program. And I want to tell you the story why. So in 2016, I went to Necker Island. I believe it was 2016. I joined a $40,000 mastermind and was quite a lot of money. But on Necker island, you know, we, we, we got to be mentored by Richard Branson. There were about 40 of us in this mastermind and I was doing maybe 20 million that year. And I sat in front of a guy over dinner, on that long dinner table there that was doing a hundred million. And this guy, like he was just so cool, he was so healthy. He had his wife with him. They had the most beautiful relationship. And he told me that he ran an airport logistic company and was doing a hundred million a year. Year. And I was shocked because in my mind I thought if you get to 100 million, your health breaks down, you don't have time for your relationships. Because I was at 20 million then. I had barely any time for myself. This man dismantled that belief in my head. I realized, wow, getting to 100 million isn't going to damage your health, isn't going to hurt your relationships, isn't going to take away your freedom. I mean, this guy is here with freaking Richard Branson. And I asked him, doesn't it get harder? And he goes, no, because as you learn and learn and learn, you get wiser, you build systems, you hire the right people. He said, a hundred million is easier than 10 million. Now he implanted something in me because a rule was removed from my head and in seven years, six or seven years, I reached 100 million. Didn't happen overnight, but it happened in six or seven years. That's a 5xing of the business. Does that story relate to any of you? Are any of you actually mentally holding yourself back because you have some story that you're going to create complexity or hurt yourself as you go up? This is a classic manifesting block. I want you to know the bigger it gets, the easier it gets. Okay? So because of that, last year we launched our third experiment with an entrepreneurship program. So we did a lot of experiments because we really wanted to perfect it. This was a hundred thousand dollar program limited to 20 people. And here we experimented with the idea of learning from icons. So it was me, Dave Asprey, Naveen Jain, and 100k was very fine for people if they made 1 million in the next 5 years. And this program did really well as well. Now, we decided this year to combine the learnings from all of this to create entrepreneurship mastery. So imagine one decision that shifts your revenue, your impact, your legacy, the legacy you leave forever. It could be joining this program. And I want to tell you what this program is about. It's about transforming your business, business and transforming your life. Entrepreneurs don't fail from laziness. They fail from getting stuck in the hamster wheel of chaos. Unclear offers unpredictable revenue, $20 tasks. They work on their business, in their business, not on it. This is designed to break the cycle and it's not designed to do it in the following way. First, with really powerful templates that you can follow. Second, with an understanding that your wellness, your health, your peace of mind matters. And third, that icons will open up your field of possibility. So we bring in icons. Okay, so it's a six month program. World class mentors who are iconic entrepreneurs. And of course on mindvalley, one of the world's most effective transformation models. Now, one of the things that happened between the summit and now is that we got a lot of feedback from you guys. At first we had focused a little bit more on transformation, but when we surveyed you guys overwhelmingly, what you guys wanted was sales and marketing. Help me sell my product, help me build my product, help me create funnels, help me grow my list. So we decided to swap the agenda, tweak the program a bit and make other than me, our core teacher, Daniel Priestley. He was the highest rated teacher. Okay, highest rated based on your feedback. Our community feedback. So Daniel originally had a smaller role. We expanded it. 20% of this entire program. You're learning from the one and only Daniel Priestley. The greatest entrepreneurship teacher in the world today. The most frequented guest on Stephen Bartlett's Diary of a CEO. Why? Because this man is Matt Brilliant and has started 700 million doll netback. We also wanted to add a bonus. So our mastery programs are five months. You, you'll notice that if you follow us. Why is this six months? Well, remember I told you I was selling my templates for 9500? Okay, we're going to give you all of those templates, but to do that, we need to add it sixth month. Because I'm not just giving you notes. I want to show up live for you guys, take you guys through it, teach it. I'm going to spend 90 minutes with you per template. So you're going to get all of my templates. 15 years. Over 15 years. I use these methods to scale a small coaching company. Remember I started solo, I had no employees for the first two years. Got to 140 million at its peak. Okay, so you're going to learn how I do employee branding, how I've been able to attract so many amazing people to come to Malaysia to work for mindvalley. You're going to learn how we optimize revenues with upsells and down south. They should see a 30 boost in your pipeline. You're going to learn how to build AI team members that actually take away so much of your work that just from this lesson you could possibly save an hour, a day, a week. You're going to learn how to manage your data so you can Prepare it for AI. AI's like aura that I showed you that are coming in the next one year. You're going to learn how to own your audience, how I built a 2.5 million person list. You're going to learn how to use webinars that sell, how I've sold $400 million worth of webinars. You're going to learn how to write copy in lightning time that converts. You're going to learn triggers of influence and sales. We're going to go deeper into these psychological models. You're going to learn objectives and key results, how to keep your team on point tracked. You're going to learn how to create healthy company culture that magnify profitability. You're going to learn how to build lead magnets, funnels, how to to how to get clicks to convert. You're going to learn concepts called OODA looping which helps you minimize meeting culture so you have more free time. You're going to learn founder operating systems to keep your mind sharp. You're going to learn by coding how to build your own app. I'm going to show you a world class app I built in 15 hours with no experience as a programmer because my programming tools that I learned when 1999, they don't apply anymore. So, so I got on Vibe coding platform replit, built an incredible app that we're about to launch in the app Store and I'm going to teach you how to do the same. And you're going to understand why the best Vibe coders are English literature majors, not engineers and therefore you can do it too. So all of these, these are templates that you're going to go through. So in the six months you learn from the iconic entrepreneurs, you go through one of the world's most effective transformation models and we bring in Daniel Priestly with his brilliant mind. And I'm going to give you all of my secret templates. So it is a lot, right? But that is entrepreneurship mastery. Okay, so we divide this program into 12 different steps and we made them neatly spell out entrepreneur for simplicity. So it starts with the E. It starts with mindset identity. Then nailing your product. Then offer and pricing. You can have a great product, but you got to know how to price it and how to offer it. Then revenue models. Revenue models means that people don't buy what happens next. You got to understand upsells, downsells, conversion funnels, email funnels, how to go from lead to buyer, then how to elevate your marketing. Elevate your marketing is, you know, example, that humorous ad I showed you why if you can do great brand ads, your regular conversions go up 30%. You're going to learn personal brand and storytelling. This is basically how to, to build yourself as a founder, how to tell your brand, your story. You're going to learn how to recruit and lead teams, how to get exponential growth with AI, how to nurture boldness and execute fast. And how to create continuous innovation so your business doesn't go obsolete. Then how to unlock wealth and cash flow so you're paying yourself handsomely and how to recode identity and rituals. What this means is that that you have the mindset of great entrepreneurs. Okay, so the program looks like this 6 month transformational journey. 5 months plus one bonus month. The bonus month is, you know, the best practices I'm teaching you, but it's not. We're just going to just pile it into month six. We want to give you results in advance, so we're going to scatter that throughout the entire six months. It's two sessions per week for 24 weeks, three hours a week. You get access to exclusive app and global community. You learn from icons, you go through a transform transformational curriculum. Plus Daniel Priestley, you get my secret templates. Okay, so we'll go through bit by bit. First six months, journey with icons. It's 50 classes over six months. Okay, so two classes a week. And it's an easy three hours a week. And the teachers are so fun. You are going to love this. There's an amazing community. So all our students are connected to each other. I personally love meeting our students. This is a meetup I did with Mastery students in London and I definitely want to do another. I don't know how many of you are in London, but our students are just such amazing people. Now we create a Platform where our students can see, you can see other students connect with them. Let me go back. You can browse profiles and you can create these meetups. Okay, so we are going to create that. Now, somebody asked, is Eric at midi's part of the panel? We didn't. We, we originally were going to have Eric teach the transformational part. Eric still is a mastery lecturer on mindvalley. He teaches speaking mastery and he teaches learning mastery. However, from the feedback we got, people really wanted more marketing. And so we replaced many of Eric's classes with classes from me and Daniel Priestley. Because we looked at the feedback and overwhelmingly, overwhelmingly the students who signed up, the people in the audience said they number one. They rated Daniel Priestley number one. And then I was the. Shadi was the number two speaker. I was the number three. But overwhelmingly, what people wanted was marketing and AI. Marketing and AI. Marketing and AI. Marketing. Marketing and AI. So we spoke to Eric and we said, you know, we'll use Eric for a different program. But for this particular community, people wanted more marketing, more AI, Lessen the mindset. They said, listen, vision. I already got so much mindset stuff in mind, Valley. Okay, so that, that's why we make that change. Okay, now here's the live call schedule. First session is happening October 21, 2025. Originally was October 14. We just pushed it back by a week to give you guys more time. Okay, and then we have the classes happening at the time you see there. So if you're in London, which is where I am, it's 3pm 6pm Dubai, 7:30pm New Delhi, 7am, LA, 10am New York. So very manageable. Okay, and then there's the curriculum overview. Now let's go through the curriculum. Okay, so each of each of these is about two to three weeks. So we start with E, evolve your mindset. And you can see the exact classes here. Now, by the way, we've locked in 90% of the classes. The balance 10% we keep open for your feedback because we are actually speaking to some other major teachers right now. But we want to get your feedback because as we do this, we may certainly get feedback that you guys want to go deeper on a certain concept of AI or a certain new concept marketing tool. So all our masteries, when we start, we have 95 of the classes mapped out. That's what I'm going to show you. 5% you will help us create so we serve your needs. Okay? Is that fair? Okay, so we're going to start with 10 million vision map. We help you Design a plan and a vision for what your company looks like at 10 million. We bring in Cameron Harrell to teach you how to establish a vivid vision. Vision. This is a powerful protocol to help you attract investors, employees. But it also gets your thinking right. To build confidence in your abilities, you're going to learn vibe coding. You're going to build your first app in record time with me. We bring in billionaire Naveen Jane to help you define your mission. Next product market fit. Okay, so you help understand how to ensure that your product fits the market. And you can read this. Magnetic messaging offer storytelling, transformational blueprint. Actually you know what guys, let me show it to you. On this it's easier. Okay, so you can see it here, it's easier to read. So here you can see the full thing. So evolve your mindset. Then we go to nail your product. So in nail your product. One of the things that we bring in in addition to to to vibe coding is cloning businesses. So Gali Nouriel was one of our speakers at Mindvalley university. He started 20 businesses and he clones existing businesses so you can look at the business and say Singapore, that is not available in say France. You clone it and you make money. And I have friends who have built billion dollar companies just from cloning. So you're going to learn the secrets of cloning businesses which is a very powerful way to become wealthy. Then you go to transform offer and pricing. This is just me and Daniel Priestly. You're going to learn all the powerful marketing stuff. Upsells, downsells, copywriting, designing websites that convert high value offers, monetization frameworks. This will make a transformative effect on your wallet. Then you go to revenue models. Okay so marketing is good but you got to understand pricing. Pricing upsells, downsells. This is where all of this comes in. Webinars to sell. Let me zoom in so you can see it. Lead magnet Authority, content systems, asset leverage and repurposing. This is turning one idea into content for 10 platforms. Then we bring in Dave Asprey, Brendan Cain, some new teachers. Dave Asprey is brilliant at branding. Brendan Cain is the guy who wrote the textbooks on social media marketing. A big request that we got from you guys was on LinkedIn. So we have a special class on LinkedIn marketing. Then we come on to personal branding and authority Build scaling your social presence again with Brendan Cain who's one of the top social media lecturers around. Mastering PR with Nikki Agrawal. 300 million dollar companies and she will teach you how to get incredible PR branding from Jeffrey Perlman. He built Zumba, the biggest health and wellness company in America. And then Daniel Priestley. Daniel Priestley, Shade Zarai. Okay, and you guys learned from Shade. Then we go on to Vision and Naveen Jain recruiting team and partners, me and Nick Sonnenberg on exponential growth and scaling. So Nick is Tony Robbins AI guy. Brilliant. He's going to show you how to build an AI that will, that will clear your inbox for you. It's mind blowing stuff. Imagine never having to deal with email again. The AI understands all your voice, writes all your emails for you. You open up your Gmail and you see the AI has really written a response and you just click on send or edit. Then you go to boldness execution. Here you learn negotiation from Kwame. Boldness principles from Naveen, Okrs from myself. Then you go to excellence and innovation. Okay. Then unlocking wealth and cash flow. Then recoding founder identity. So there's a lot of really amazing stuff over here. Okay, let me go through the rest of this. Okay. Now why learn from Mindvalley? We're the most effective transformation platform in the planet. 25,000 case studies and the case studies don't stop. Alex Echol is one of my entrepreneurship students. You can see his incredible story here on his journey to his first 5 million in revenue. Now also, why Mindvalley? We are one of the few private companies that are truly, truly AI powered. This is an email we got from Stefano Danicolai. And this is where so, so he's a professor. And what's happening over here is we're about to become used as a case study at the university level for AI adoption in private enterprise. And we're going to teach you this as well. Okay? Now your enrollment fee, is it 100k like our program at Naveen J and Dave Asprey, they're teaching here. But it's not 100k. Is it 30k like that picture you saw of our, our students in istanbul? No, not 30K, is it 9500? Because you're getting the templates from the $9500 program. You're actually getting double what was in the $9500 program at half the price. So we've increased our value by 400% for you because we want to scale this and we want to be a dominant name in entrepreneurship trade journey because we're so excited about where the world is going. And as a truly AI enabled company, we can see what's going on. There's a lot that other companies are not doing, which is just frustrating because I can walk into any company right now and instantly, in about eight hours, save the founder a day of his life every week. And that's why we really want to make this program accessible to as many people as possible, because you are our first class in a program that's designed to create a new model of entrepreneurship for 20, 26 and beyond. Now, if that's too much, you can pay in four installments. But of course, there's more. Okay, you get a certificate of accreditation, and you also get 120 CPD credits for those of you who are in continuing education. You get access to our community platform and the ability to see other community members. We're also going to give you advanced AI to help you. So this program is unique. When you go through a class or whatever, we don't just leave you hanging. There's an AI that you get access to that can answer your questions, brainstorm with you, and you can talk to it in your car. So we're most likely going to model this on my mind and my voice, or maybe Daniel's, we don't know. But you'll be able to talk to it. You'll be able to say vision, you know, based on that class you were just teaching on authority triggers and then copywriting and then market positioning. I'm thinking about this headline. What do you think of it? And the AI will answer based on my knowledge and based on the knowledge of all of the other teachers. Can you believe that? So this is a new type of education model. We call it digital vision. Now, extra bonus. So this is a big one. This was very expensive for us to deliver, but we really wanted to get it out there. Now, there's a lot of you who are coaches, and what we want to do is make this program so useful to you. So if you're mindvalley certified coach, if you're a solopreneur, every Friday, we're doing a bonus class with Ajit Nawalka on how to take all of the core lessons from the week and apply it to coaching, hypnotherapy, and other businesses. Okay? This is the bonus level for coaches. Now, initially, when we first announced this, this was $4,000 extra if you were not a mindvalley coach. But we decided to just make it free for anyone who's a coach, because if you're a coach, you're a healer. So even if you're not a mindvalley coach, you're going to get this entire thing free. Okay? So that's the time for the bonus coaching session. Same time, 7am LA, 3pm London. Total value of all the bonuses, 11,300. This is everything. You're getting world class weekly training on demand vision secret technique certificate, community bonus, digital vision, AI bonus for coaches and your payment plan option. But we're not done yet. Now it's 3am Where I am, so forgive me if I sound a little bit tired. I'm enthusiastic and excited. It. It's just also 3am and we're going to wrap up soon. But first I want to say if you're in the UK or the US and you see CL on the website, it means you're eligible. You can pay in 24 installments. And finally, if you're a Mind Valley member, you get additional $500 off. How cool is that? Okay, so an additional 500 bucks off if you're a Mind Valley member. Now remember, we run this program once a year only, okay? So we just have a few spots available and we're now saving the best spots last. We are so confident in this program, guys. So confident in the power this is going to be able to give you that we have created a special refund. So the first thing is after you put down the 4999, you can get into this program and anytime in the first 15 days, which is four classes. If you feel this isn't for you, no problem. One click refund. Okay, Just shoot an email to us. And by the way, you can refund yourself. You can go to our platform and just refund yourself. You don't even have to send an email. So no hassle. One click refund. But we want to go further and this is our mind blown guarantee. Basically, you pay only if you absolutely love the program. So a mastery program guarantees an experience that will blow your mind. If you fully participate in Ana Maze will issue a full refund. No hassles. What this means is at the end of the program, if you feel that this did not improve your business, take your money back. You decide. Okay? Now of course we don't want to just have tire kickers come in because it's a community. We want people who are serious. So they are minimum participation rules, but they are super easy. Watch 20% of the videos. This is not 50%. It's 20% of the videos. Sorry, sorry, my bad, my bad. Watch 50% of the videos. 20 of the live calls. Okay, so the live calls are. We do about nine live calls a month, show up for two. That's it. Just Two live calls a month. Now when, if you miss a live call, the recordings are available. Okay? So if you miss a live call, recordings are always there. Just watch 50 of the video. Of the video. You can double speed it if you need to. And then implement one idea. Our smallest idea takes 30 minutes to implement. It's building your own custom GPT. That's it. We take the risk because as entrepreneurs, you have enough risk. But it's important that we have this minimum qualification criteria because we want people who are serious. Otherwise you're taking a seat away from someone else. Okay? Now at the end of six months, you do this minimal stuff like two live calls a month. That's super easy. Out of nine. And then just watch one lesson. Lesson we have. You have two lessons a week. Each is one hour, then a 30 minute Q A. Just watch one and again, you can double speed it, you can triple speed it. You can have it play while watching your dishes. We can see, you know, we can see that you've watched the lesson. That's it. And at the end of that, if you feel this isn't transformative, take your money back. Okay? That's a mind blowing guarantee. So you can step out after the first 15 days if you really feel. So that's called a vibe check. And if not, just go till the end. Okay? Now that's all you have to do to sign up, take that QR code and. And enroll online. I will see you in Entrepreneurship Mastery. We start in a week. We start on the 21st. Can't wait to see you there. Thank you guys. It was lovely to have you. Back to you, Caitlin.

Vishen, thank you so much. And thank you to everybody who joined us. Oh, are we gonna go into questions?

I. I totally support. I forgot I have some. Yeah. Okay, so let me quickly answer.

Guys, we're gonna go to the Q A right now.

So. So just a couple of questions. Okay, so first, firstly, some of you may be thinking, I'm not ready yet. Okay? What this means is you need to fix your offer. Hire a team. I get it. And, and you're right, right? Readiness doesn't come first. This program creates readiness. So if you're not ready, you need this program. We will make you ready. Now, the second one is, will this work for your business? The answer is yes. How I teach. How Daniel Priestley teaches it. It applies to every business and our icons. They've built all manner of companies. Look at Mickey, for example. She built a successful pizza company. Then she built a, a party company with, with basically A portable bidet. Then she built a disposable diaper company when she became imam. Then she built a company for period underwear. These are all completely definitious, right? So it applies no matter what you're building. You could be a school teacher, you could be a coach. And yes, if you are a solopreneur, we have that bonus class on Friday just for you. You next. I've tried courses coaches before. They didn't work. Well, wait till you see our teachers. If a teacher is boring, it doesn't work. But the way we teach and the way we work with our teachers, it is next level. What if I fall behind? I can't keep up. No problem. Recordings are there this. Look, honestly, as our guarantee says, even if you attend just two live calls a month and listen to 50% of the recordings, you are going to have an incredible impact. And if not, get your money back. Six months is too long. I don't want to wait that long for results. Well, look at it this way. Your entrepreneurship journey is going to be a lifetime. Okay, for this six months, we really want to be able to be your partners in transformation. We're not trying to give you a quick fix. Models, new ways of thinking, new practices. They take time. Time. So this program is designed so that we can give you the best transformation for your good. But you will start seeing results in the first week itself. Especially when it comes to marketing. What's going to happen is you're going to probably start seeing really rapid revenue growth. Remember that case study I showed you of nora? I mean web summit? Female entrepreneur, female founder of the year. How much did her revenue grow? 4 hours of training 3 months later revenue 2 months later 4 hours of training 2 months later 300 increase in revenue. Half the ad cost. Now what if I already make over 1 million? Great. Most of our most of our teachers are running businesses doing over 100 million. So you're at 1%. We'll help you scale as much as we can to the other 99%. What if I fail even with this? I hear you. Failure isn't a lack of results. It's a lack of trying. This program is designed to remove failure by breaking everything into step by step. So we will be there for you. Why not just figure this out on my own? No, because great entrepreneurs learn and copy. Great entrepreneurs are too busy to try to figure out everything on their own. How is this different from an MBA accelerator mastermind? Well, it is in a way a mastermind. You get to mastermind with the other students. MBAs are very slow to catch up, especially right now as the world is changing, changing so fast. This is like an accelerator. So an accelerator is a good comparison. What if my spouse business partner isn't on board? Totally get it. Share this presentation with them, share them the training and let them know that it that you have a full unconditional guarantee at the end of six months. Okay, so that's it. Back to you Caitlyn. I'll keep this slide up. All you guys have to do is follow that QR code and I'll see you in the program. And wow, we're ending exactly on time which is 3am Thanks.

3Am Vishen, thank you so much for staying up so late with us and how Sharpie is at 3am in the morning. Spoken like a true entrepreneur. So guys, as you can see this slide is up with the QR code. If you have any questions or any uncertainty about this, you want to learn more, you can always scan it. You can book a call with the Mindvalley team. They are there for you you to answer any questions at all that you have. And I also just want to let you guys know I'm looking at my notes. This program starts on the 21st and I want you to know that this happens once a year. So if you do not sign up or if you do not get into those limited spots then unfortunately you'll have to wait a year to do it. But I hope you guys had so many amazing key takeaways from the highlight summit. Thank you so much for spending your time with us.

Us.

Thank you for saying yes and believing in yourself and that dream and that desire and that idea and that business. Please, please, please. As we learn it does not matter if nobody is noticing you yet you know that you have something that you can bring to the world so try to sell it before you build it. That's something we learned from Daniel Priestley. Understand that stories and borrowing social proof and being able to get get authority from others. We learn this from vision. There are so many tools and strategies that we learn, put together your to be list as Shade told us and really work on the subconscious of really getting this identity inside of you. Thinking about this bigger vision and always going into your pitch as Naveen shared with us, imagine a world. Imagine a world like this really painting the picture. We hope that so many of you guys will join this entrepreneurship mastery program. If you enjoy today, today's highlight summit or if you were with us just two weekends ago for the three day summit, then you know what this is all about. And if you were just here today and got a glimpse, imagine five months of incredible teachers, incredible leaders, incredible entrepreneurs and visionaries that will be with you week after week, answering questions, believing in you, giving you tools, insights, AI prompts, all of it to help you bring your dreams to life. It is so important, especially in today's, today's world, that you listen to your heart, that you listen to that dream, that you listen to that desire and that you truly bring it to the world. Because the world needs your light. It needs your. It needs the way you think. It needs your ideas, it needs your creativity. It needs your products. So thank you so much for joining us again. My name is Caitlin o'.

Toole.

It is such a pleasure to be with you. If you have any questions, remember you can always book a call with the team scan the QR code. But do know that, that this does fill up fast and it only happens once, once a year. So thank you guys so much for joining us. I hope you guys have a wonderful rest of your day, wonderful weekend and we'll see you inside the Entrepreneur Entrepreneurship Mastery Program.

Bye guys.

Thank you so.

Much.