1 00:00:00,520 --> 00:00:03,960 Speaker 1: I'll get a Champs. It's me. Who else would it be? 2 00:00:04,000 --> 00:00:07,280 Speaker 1: So I don't know, this could be a little clunky 3 00:00:07,320 --> 00:00:11,920 Speaker 1: because I've done minimal planning as in kind of well, 4 00:00:11,960 --> 00:00:15,440 Speaker 1: I don't script, you know, I don't script, but I've 5 00:00:15,440 --> 00:00:18,080 Speaker 1: got what I think is a good idea for some 6 00:00:18,160 --> 00:00:22,279 Speaker 1: of you. So I'm going to preempt this with this 7 00:00:22,360 --> 00:00:25,880 Speaker 1: is me talking about so that the topic is turning 8 00:00:25,920 --> 00:00:28,840 Speaker 1: an idea into a reality. So that is taking a 9 00:00:29,040 --> 00:00:34,160 Speaker 1: theoretical construct something in your head, an idea, a plan, 10 00:00:34,320 --> 00:00:40,440 Speaker 1: an intention, a dream, a goal, something that you can 11 00:00:40,560 --> 00:00:44,080 Speaker 1: create theoretically that you want to take out of your 12 00:00:44,080 --> 00:00:49,200 Speaker 1: head and turn into a real world something. And when 13 00:00:49,200 --> 00:00:54,440 Speaker 1: I talk about this for this episode particularly, I'm talking 14 00:00:54,520 --> 00:01:00,480 Speaker 1: more about something in the commercial space. It might be business, 15 00:01:00,560 --> 00:01:02,279 Speaker 1: or it could be a brand, or it could be 16 00:01:03,280 --> 00:01:05,360 Speaker 1: it could be a project, it could be a product. 17 00:01:05,480 --> 00:01:08,360 Speaker 1: It could be a book you want to write, It 18 00:01:08,400 --> 00:01:11,960 Speaker 1: could be a podcast that you want to launch, It 19 00:01:12,000 --> 00:01:16,080 Speaker 1: could be a program that you want to run, an event, 20 00:01:16,600 --> 00:01:19,600 Speaker 1: a service that you want to develop. But it's about 21 00:01:19,680 --> 00:01:23,880 Speaker 1: taking that idea, that that intentional, that desire or that 22 00:01:24,000 --> 00:01:30,039 Speaker 1: drive and figuring out how do I move that out 23 00:01:30,040 --> 00:01:33,320 Speaker 1: of my head and into something that the world can see. 24 00:01:33,360 --> 00:01:35,640 Speaker 1: Not only I cannect see and not only can the 25 00:01:35,680 --> 00:01:39,759 Speaker 1: world see it, but they can experience it, interact with it, 26 00:01:40,000 --> 00:01:43,319 Speaker 1: and maybe even I can make a few bucks from it. 27 00:01:44,280 --> 00:01:47,280 Speaker 1: So most of you know that I stopped working in 28 00:01:47,280 --> 00:01:53,920 Speaker 1: inverted commas for somebody else thirty five thirty five years ago, 29 00:01:53,960 --> 00:01:57,680 Speaker 1: when I was twenty six. That's not a recommendation, that's 30 00:01:57,720 --> 00:01:59,040 Speaker 1: not a good thing or a bad thing. But it 31 00:01:59,080 --> 00:02:01,240 Speaker 1: was a good thing for me, and it was a 32 00:02:01,240 --> 00:02:03,680 Speaker 1: good thing for me because I realized, while I wanted 33 00:02:03,680 --> 00:02:06,680 Speaker 1: to work, I wanted to have a career, I wanted 34 00:02:06,720 --> 00:02:11,480 Speaker 1: to build something for me personally, going and working for 35 00:02:11,560 --> 00:02:15,200 Speaker 1: somebody else and being part of their vision rather than 36 00:02:16,000 --> 00:02:18,760 Speaker 1: part of my own vision, or creating something for myself, 37 00:02:18,880 --> 00:02:25,000 Speaker 1: Building something that I wanted to grow and inhabit and 38 00:02:25,200 --> 00:02:27,480 Speaker 1: literally take out of my head and push out of 39 00:02:27,560 --> 00:02:30,720 Speaker 1: that theoretical nest into the real world. That was what 40 00:02:30,800 --> 00:02:33,080 Speaker 1: I wanted to do. Not everyone has suited to that, 41 00:02:34,760 --> 00:02:37,360 Speaker 1: and a lot of the things that I did, a 42 00:02:37,400 --> 00:02:40,799 Speaker 1: lot of the things that I tried didn't work initially. 43 00:02:41,800 --> 00:02:45,079 Speaker 1: There were many many failures, many fuck ups, many problems, 44 00:02:45,120 --> 00:02:50,639 Speaker 1: many hurdles, many embarrassing moments, many two out of ten results, 45 00:02:50,680 --> 00:02:53,799 Speaker 1: But for me, that was all part of the learning 46 00:02:53,840 --> 00:02:58,200 Speaker 1: and growing and developing and building skill and competence and 47 00:02:58,240 --> 00:03:02,480 Speaker 1: resilience and awareness and understand of what would work and 48 00:03:02,480 --> 00:03:06,360 Speaker 1: what would not. So I'll share a few of my 49 00:03:06,480 --> 00:03:09,360 Speaker 1: experiences just to give you, I guess, some real world 50 00:03:09,360 --> 00:03:13,200 Speaker 1: practical examples. I guess we could start with this show. 51 00:03:13,320 --> 00:03:17,000 Speaker 1: As most of you know, this wasn't my first podcast. 52 00:03:17,040 --> 00:03:20,800 Speaker 1: I had three podcast attempts before this, three different shows, 53 00:03:23,200 --> 00:03:28,239 Speaker 1: and while they didn't turn into a commercial success any 54 00:03:28,280 --> 00:03:31,480 Speaker 1: of them, for me, they were great training. They were 55 00:03:31,520 --> 00:03:33,600 Speaker 1: like putting on my l plates and then eventually my 56 00:03:33,680 --> 00:03:36,920 Speaker 1: PA plates in the world of podcasting, and it was 57 00:03:37,920 --> 00:03:40,440 Speaker 1: for me an opportunity to begin to understand how the 58 00:03:40,920 --> 00:03:45,920 Speaker 1: industry and the science and the art of podcasting worked. 59 00:03:47,040 --> 00:03:50,160 Speaker 1: And from those first three I really learned a lot 60 00:03:50,200 --> 00:03:57,640 Speaker 1: about having conversations with people, having meaningful exchanges, doing a 61 00:03:57,640 --> 00:04:03,000 Speaker 1: deep dive, being a better interviewer, being a better active listener, 62 00:04:04,080 --> 00:04:12,160 Speaker 1: understanding my audience, understanding my show in contrast to and 63 00:04:12,320 --> 00:04:16,160 Speaker 1: context of the other millions of shows in the world, 64 00:04:16,160 --> 00:04:19,560 Speaker 1: and trying to figure out what was, if anything, my 65 00:04:19,880 --> 00:04:23,839 Speaker 1: unique selling proposition my usp if not unique, then somewhat 66 00:04:23,920 --> 00:04:29,400 Speaker 1: different selling proposition. Why would people listen to this? And 67 00:04:29,440 --> 00:04:31,559 Speaker 1: trying to figure all of that out? And I think, 68 00:04:31,640 --> 00:04:34,280 Speaker 1: if we're going to build a business or brand or whatever, 69 00:04:34,320 --> 00:04:37,279 Speaker 1: a project or a product, or push some new service 70 00:04:37,760 --> 00:04:40,560 Speaker 1: out into the world, or write a book or build 71 00:04:40,720 --> 00:04:45,720 Speaker 1: something of which there are already many similar things existing. 72 00:04:47,000 --> 00:04:48,920 Speaker 1: If we just want to do it as an exercise 73 00:04:49,000 --> 00:04:52,880 Speaker 1: to do something and create something and turn a theoretical 74 00:04:53,600 --> 00:04:56,520 Speaker 1: idea into a real world thing, then that is fine. 75 00:04:56,560 --> 00:05:00,240 Speaker 1: But if we want it to become a successful version 76 00:05:00,360 --> 00:05:04,680 Speaker 1: of something that is potentially even commercially viable, then we 77 00:05:04,720 --> 00:05:07,360 Speaker 1: need to understand the context. We need to do research. 78 00:05:07,400 --> 00:05:09,479 Speaker 1: We need to understand who else is doing a version 79 00:05:09,480 --> 00:05:11,640 Speaker 1: of what I want to do, How are they doing it, 80 00:05:11,720 --> 00:05:14,360 Speaker 1: why are they doing it, what are they doing well? 81 00:05:14,360 --> 00:05:16,279 Speaker 1: What are they not doing well? Are there any holes 82 00:05:16,360 --> 00:05:19,240 Speaker 1: or gaps in the market as I see it? So 83 00:05:19,320 --> 00:05:22,560 Speaker 1: for me doing the U Project, my idea was to 84 00:05:22,640 --> 00:05:24,600 Speaker 1: step out of radio, which I've done for quite a 85 00:05:24,640 --> 00:05:28,400 Speaker 1: long time and basically have now. I remember I started 86 00:05:28,400 --> 00:05:31,400 Speaker 1: my first show about probably nine years ago. Now the 87 00:05:31,480 --> 00:05:35,000 Speaker 1: You project about six six and a half years ago. 88 00:05:35,040 --> 00:05:38,680 Speaker 1: But my first show around nine years ago, and so 89 00:05:38,800 --> 00:05:43,159 Speaker 1: it was almost like to me, having a podcast was 90 00:05:43,200 --> 00:05:46,919 Speaker 1: almost like having my own little radio show that I 91 00:05:46,920 --> 00:05:49,320 Speaker 1: could just pop up on the Internet and people would 92 00:05:49,320 --> 00:05:52,200 Speaker 1: listen to. And I didn't need to run anything by 93 00:05:53,839 --> 00:05:57,520 Speaker 1: you know, a program director or you know, any kind 94 00:05:57,560 --> 00:06:00,880 Speaker 1: of authority. I could talk about what whoever I wanted to. 95 00:06:01,440 --> 00:06:03,360 Speaker 1: I could talk for as long or as short as 96 00:06:03,360 --> 00:06:05,760 Speaker 1: I wanted to. I didn't need to worry about ads 97 00:06:05,800 --> 00:06:07,839 Speaker 1: because I had none. I didn't need to do station 98 00:06:07,960 --> 00:06:11,839 Speaker 1: IDs or time checks. I could talk to whoever I wanted, 99 00:06:11,839 --> 00:06:13,760 Speaker 1: and that gave me a lot of flexibility and freedom. 100 00:06:13,760 --> 00:06:16,600 Speaker 1: But I also needed to which I wasn't very good 101 00:06:16,640 --> 00:06:22,000 Speaker 1: at the start. I really needed to understand the listener experience. 102 00:06:22,520 --> 00:06:26,560 Speaker 1: So obviously, all of my experience, one hundred percent of 103 00:06:26,600 --> 00:06:31,640 Speaker 1: my experience of the U Project is from this side, 104 00:06:31,760 --> 00:06:35,279 Speaker 1: and I've never once been you know, yes, I've listened 105 00:06:35,279 --> 00:06:39,039 Speaker 1: to my own show, but I've never been truly a listener, 106 00:06:39,720 --> 00:06:43,599 Speaker 1: you know, in that everything that I listened to of mine, 107 00:06:43,640 --> 00:06:46,160 Speaker 1: I've already heard it out of my own gob. And 108 00:06:46,240 --> 00:06:48,839 Speaker 1: so for me to try to get an insight into 109 00:06:50,040 --> 00:06:53,000 Speaker 1: the experience of the listener, that for me was really important. 110 00:06:54,640 --> 00:06:59,200 Speaker 1: I remember when I developed my first gym, or more accurately, 111 00:06:59,279 --> 00:07:04,000 Speaker 1: personal training facility, the same thing I needed to figure out. 112 00:07:04,279 --> 00:07:06,120 Speaker 1: I was lucky in that I got in on the 113 00:07:06,120 --> 00:07:11,280 Speaker 1: ground floor. I literally had literally had zero competition in 114 00:07:11,360 --> 00:07:15,680 Speaker 1: terms of other personal training facilities. If there were any 115 00:07:15,840 --> 00:07:18,040 Speaker 1: in Australia, I had never heard of them. There were 116 00:07:18,080 --> 00:07:21,680 Speaker 1: definitely none in Melbourne or Victoria, not in the late eighties. 117 00:07:21,800 --> 00:07:24,000 Speaker 1: In I think eighty nine to ninety I set up 118 00:07:24,000 --> 00:07:26,280 Speaker 1: my first one, So you know, a quarter of a 119 00:07:26,320 --> 00:07:29,840 Speaker 1: century ago. Oh no, it's more than that. Fuck thirty 120 00:07:29,880 --> 00:07:34,800 Speaker 1: five years ago. So old, thirty five years ago. And 121 00:07:34,880 --> 00:07:39,360 Speaker 1: so I already understood that there was that there was 122 00:07:39,400 --> 00:07:41,320 Speaker 1: a need, that there was a market because I was 123 00:07:41,360 --> 00:07:44,440 Speaker 1: already training people, I already had clients. I was already 124 00:07:44,480 --> 00:07:48,560 Speaker 1: doing this thing for which there was actually no qualification 125 00:07:48,720 --> 00:07:51,120 Speaker 1: at that point in time. There was no registration, there 126 00:07:51,160 --> 00:07:56,000 Speaker 1: was no insurance, there was no personal training industry. So 127 00:07:56,160 --> 00:08:00,000 Speaker 1: my idea, the construct, the theoretical something in my head 128 00:08:00,240 --> 00:08:05,320 Speaker 1: was what if I hire a space aka rent a 129 00:08:05,400 --> 00:08:10,080 Speaker 1: commercial premises, and I turned that into essentially what would 130 00:08:10,080 --> 00:08:14,960 Speaker 1: be a private gym, so there would be no memberships 131 00:08:15,000 --> 00:08:20,160 Speaker 1: there would be no classes, there would be no most 132 00:08:20,200 --> 00:08:22,080 Speaker 1: of what you normally get in a gym. What there 133 00:08:22,120 --> 00:08:25,920 Speaker 1: would be would be one on one training. Obviously it 134 00:08:25,960 --> 00:08:29,400 Speaker 1: developed more than that into different things, but my initial 135 00:08:30,360 --> 00:08:34,960 Speaker 1: ground zero was appointment based one on one and periodically 136 00:08:35,000 --> 00:08:37,480 Speaker 1: two on one training. Eventually it became two and three 137 00:08:37,520 --> 00:08:39,880 Speaker 1: and four on one and then small groups, and it 138 00:08:40,000 --> 00:08:42,280 Speaker 1: was in the studio and out of the studio, and 139 00:08:42,320 --> 00:08:44,600 Speaker 1: it was half hour and forty five minute and sixty 140 00:08:44,640 --> 00:08:48,119 Speaker 1: minute sessions, and you know, it kind of morphed into 141 00:08:48,160 --> 00:08:51,760 Speaker 1: a bunch of versions, but it was all essentially appointment 142 00:08:51,840 --> 00:08:56,840 Speaker 1: based exercise with a fitness professional, that professional being me, 143 00:08:57,600 --> 00:09:00,320 Speaker 1: and then that developed into me and another train and 144 00:09:00,320 --> 00:09:04,400 Speaker 1: then me and another trainer, still no qualifications, still no course. 145 00:09:04,480 --> 00:09:06,679 Speaker 1: I ended up writing the first course with a friend 146 00:09:06,679 --> 00:09:09,880 Speaker 1: of mine and getting that certified through I think it 147 00:09:09,920 --> 00:09:12,480 Speaker 1: was called vic Fit then and so on and the 148 00:09:12,520 --> 00:09:15,760 Speaker 1: rest is history. But but that you know, for me, 149 00:09:15,920 --> 00:09:20,760 Speaker 1: that first three four five years between the time when 150 00:09:20,840 --> 00:09:23,840 Speaker 1: my first client walked into the public gym that I 151 00:09:23,920 --> 00:09:27,640 Speaker 1: was managing. When he walked in, we met, and then 152 00:09:27,679 --> 00:09:30,360 Speaker 1: I started training him in a one on one kind 153 00:09:30,400 --> 00:09:34,960 Speaker 1: of capacity, and he gave me one hundred bucks a 154 00:09:34,960 --> 00:09:37,600 Speaker 1: week for three sessions, which was thirty three dollars, give 155 00:09:37,679 --> 00:09:41,160 Speaker 1: or take. I thought that was fucking incredible, because I 156 00:09:41,200 --> 00:09:43,240 Speaker 1: think I was making about twelve dollars at the time. 157 00:09:43,280 --> 00:09:45,480 Speaker 1: Some of you heard this story, I apologize, but the 158 00:09:45,480 --> 00:09:48,480 Speaker 1: bottom line is that was my starting point. My idea was, 159 00:09:48,559 --> 00:09:52,120 Speaker 1: I'm going to do this thing. I rented the space, 160 00:09:52,200 --> 00:09:55,800 Speaker 1: I bought the equipment, I got counsel approval, I chatted 161 00:09:55,880 --> 00:10:01,440 Speaker 1: with real estate people and accounting people, finance lawyers and 162 00:10:01,520 --> 00:10:04,200 Speaker 1: so on and overtime, the thing that was an idea 163 00:10:04,240 --> 00:10:06,960 Speaker 1: in my head, the thing that in fact I kind 164 00:10:07,000 --> 00:10:10,040 Speaker 1: of gave birth to for one of a better term 165 00:10:10,200 --> 00:10:14,040 Speaker 1: in my head four years before become Australia's first personal 166 00:10:14,120 --> 00:10:17,000 Speaker 1: training facility. I guess the same when I wrote my 167 00:10:17,040 --> 00:10:18,400 Speaker 1: first book. I know a lot of people have written 168 00:10:18,400 --> 00:10:20,280 Speaker 1: a book, but I didn't know where to start. I 169 00:10:20,760 --> 00:10:23,120 Speaker 1: didn't know anything about publishing. I didn't know anything about 170 00:10:23,160 --> 00:10:26,400 Speaker 1: branding or marketing. I didn't know anything about distribution. I 171 00:10:26,440 --> 00:10:29,240 Speaker 1: didn't know how to have a conversation with a publisher 172 00:10:29,640 --> 00:10:33,880 Speaker 1: or a potential publisher. I didn't know what was attractive 173 00:10:33,960 --> 00:10:36,440 Speaker 1: to people in terms of what people might pick up 174 00:10:36,480 --> 00:10:39,520 Speaker 1: in a bookstore, and look, I didn't realize the front 175 00:10:39,559 --> 00:10:42,320 Speaker 1: cover really mattered. I didn't realize that the words on 176 00:10:42,360 --> 00:10:45,480 Speaker 1: the back of the book really mattered. There were so 177 00:10:45,600 --> 00:10:47,760 Speaker 1: many things that I knew that I had an idea 178 00:10:47,880 --> 00:10:52,160 Speaker 1: and a message, but that initial, that very very raw, 179 00:10:52,800 --> 00:10:57,199 Speaker 1: fundamental concept. I've got some knowledge, I've got some stories, 180 00:10:57,559 --> 00:10:59,800 Speaker 1: I've got some messages that I think might be a 181 00:11:00,000 --> 00:11:02,720 Speaker 1: tell you to people. That initial thought, I'm going to 182 00:11:02,720 --> 00:11:06,400 Speaker 1: put it into a book, versus down the track one 183 00:11:06,480 --> 00:11:09,080 Speaker 1: two years later, where that's now an actual book in 184 00:11:09,120 --> 00:11:13,480 Speaker 1: bookstores and selling, and we've got distribution and and it's 185 00:11:13,640 --> 00:11:19,080 Speaker 1: actually becoming mildly I will say, commercially viable. There's a 186 00:11:19,080 --> 00:11:21,840 Speaker 1: lot of space between the original, the initial idea, the 187 00:11:21,840 --> 00:11:24,680 Speaker 1: theoretical something, and then now I can walk into a 188 00:11:24,720 --> 00:11:26,560 Speaker 1: shop and that thing that was an idea in my 189 00:11:26,679 --> 00:11:29,080 Speaker 1: head that is now a book on a shelf that 190 00:11:29,160 --> 00:11:33,520 Speaker 1: people are buying. But that that initial to that final 191 00:11:34,600 --> 00:11:37,680 Speaker 1: that is many steps. That is many peaks and troughs, 192 00:11:37,720 --> 00:11:41,160 Speaker 1: that is many new lessons and so on. And so 193 00:11:41,240 --> 00:11:44,280 Speaker 1: I could bang on about you know, my first paid 194 00:11:44,360 --> 00:11:49,120 Speaker 1: gig and opening other you know, other businesses that I've 195 00:11:49,160 --> 00:11:53,600 Speaker 1: opened and how I got my first, you know, gig 196 00:11:53,600 --> 00:11:55,920 Speaker 1: in radio. I remember being interviewed on radio and then 197 00:11:55,960 --> 00:11:58,920 Speaker 1: I had an idea, I want to do radio, and 198 00:11:59,000 --> 00:12:00,559 Speaker 1: I'm like, I don't even know how do you get 199 00:12:00,559 --> 00:12:03,600 Speaker 1: into radio? So I got a meeting with a program 200 00:12:03,679 --> 00:12:07,400 Speaker 1: director called Mark Johnson. Shout out, if anyone knows John 201 00:12:07,440 --> 00:12:11,680 Speaker 1: O from what was then SCN is still SCN. I 202 00:12:11,720 --> 00:12:14,840 Speaker 1: had a meeting with him, which was just I don't 203 00:12:14,880 --> 00:12:19,280 Speaker 1: know how I got that meeting, but I clumsily told 204 00:12:19,360 --> 00:12:23,080 Speaker 1: him about my idea, which was to be kind of 205 00:12:23,120 --> 00:12:27,120 Speaker 1: the exercise science guy on this sporting network. They had 206 00:12:27,120 --> 00:12:29,600 Speaker 1: a lot of sporting people, but they didn't really have 207 00:12:29,679 --> 00:12:33,840 Speaker 1: a regular exercise science person to come on. He was 208 00:12:33,880 --> 00:12:36,520 Speaker 1: a bit dubious. He said, send me a proposal with 209 00:12:36,640 --> 00:12:40,760 Speaker 1: the first twelve episodes. I literally went home. I wrote 210 00:12:40,800 --> 00:12:43,400 Speaker 1: it all up. I spent six or seven hours writing 211 00:12:43,440 --> 00:12:47,160 Speaker 1: this concept, this proposal. I sent it to him, and 212 00:12:47,200 --> 00:12:50,200 Speaker 1: within two days I got a response from him, and 213 00:12:50,240 --> 00:12:52,440 Speaker 1: I got a green light. I had no idea what 214 00:12:52,480 --> 00:12:55,439 Speaker 1: I was doing. I was so underdone, I was so 215 00:12:55,520 --> 00:12:59,360 Speaker 1: ill prepared, I was so unskilled, I was so unaware. 216 00:12:59,400 --> 00:13:03,040 Speaker 1: But I think for me, part of part of the 217 00:13:03,040 --> 00:13:07,640 Speaker 1: blessing of ignorance is that I'm so ignorant sometimes I'm 218 00:13:07,679 --> 00:13:10,320 Speaker 1: so unaware of what I don't know that it's kind 219 00:13:10,320 --> 00:13:12,960 Speaker 1: of a gift because if I realized how hard it was, 220 00:13:13,600 --> 00:13:17,280 Speaker 1: if I realized sometimes how ill prepared and ill equipped 221 00:13:17,320 --> 00:13:21,360 Speaker 1: and underskilled I was, I might never have taken the 222 00:13:21,400 --> 00:13:24,600 Speaker 1: first step. But it's like, once you dive into the pool, well, 223 00:13:24,640 --> 00:13:27,600 Speaker 1: now you're wet, you're going to sink or swim, And 224 00:13:27,640 --> 00:13:29,840 Speaker 1: so I always did my very best to swim. And 225 00:13:29,920 --> 00:13:35,679 Speaker 1: so for me, that kind of initial idea, that theoretical something, 226 00:13:35,720 --> 00:13:39,520 Speaker 1: the dream, the vision, the hope, the desire, the intention, 227 00:13:39,679 --> 00:13:42,640 Speaker 1: the plan to be able to take that out of 228 00:13:42,679 --> 00:13:45,080 Speaker 1: my head and breathe life into that, so that would 229 00:13:45,160 --> 00:13:47,400 Speaker 1: be a real thing in the world that people would 230 00:13:47,400 --> 00:13:50,800 Speaker 1: intersect with. I've literally been doing that for the last 231 00:13:50,800 --> 00:13:53,000 Speaker 1: thirty years. And I'm not saying I'm the high watermark 232 00:13:53,040 --> 00:13:55,440 Speaker 1: as an example here of what to do or what 233 00:13:55,600 --> 00:13:59,960 Speaker 1: not to do, but it's how my career has developed. 234 00:14:00,679 --> 00:14:03,360 Speaker 1: Have an idea, figure out how to turn that idea 235 00:14:03,840 --> 00:14:07,640 Speaker 1: into something that's more than an idea. So I want 236 00:14:07,679 --> 00:14:09,920 Speaker 1: to give you kind of a bit of a guide. 237 00:14:10,880 --> 00:14:13,920 Speaker 1: Some of this will be a no brainer to you. 238 00:14:14,000 --> 00:14:16,480 Speaker 1: Some of it might be irrelevant, some you will already know. 239 00:14:17,800 --> 00:14:21,640 Speaker 1: Feel free. For those of you who this idea, this 240 00:14:21,800 --> 00:14:24,160 Speaker 1: topic is relevant, you might want to take notes and 241 00:14:24,240 --> 00:14:28,480 Speaker 1: revisit it. But my first, my first piece of advice 242 00:14:28,600 --> 00:14:35,640 Speaker 1: is to clarify your idea, your vision, your goal. So 243 00:14:36,280 --> 00:14:38,920 Speaker 1: get really clear about what it is that you're going 244 00:14:39,000 --> 00:14:45,800 Speaker 1: to do, create, be, sell, offer and why it matters, 245 00:14:46,680 --> 00:14:50,640 Speaker 1: Why it matters, Why does the world need this, what's 246 00:14:50,680 --> 00:14:55,480 Speaker 1: already out there? And what will I add? What problem 247 00:14:55,680 --> 00:14:59,440 Speaker 1: am I going to solve for the world? Be the 248 00:14:59,520 --> 00:15:02,440 Speaker 1: what problem am am I solving? Or how does this 249 00:15:02,640 --> 00:15:07,960 Speaker 1: add value to what is already there? What is already there. 250 00:15:08,280 --> 00:15:11,280 Speaker 1: It's like, if you live in Hampton Street or you 251 00:15:11,320 --> 00:15:15,880 Speaker 1: live in Hampton where I live, and you decide you're 252 00:15:15,880 --> 00:15:19,680 Speaker 1: going to set up another fitness based business, it better 253 00:15:19,720 --> 00:15:25,080 Speaker 1: be fucking incredible, because there's already too many. It's there's 254 00:15:25,160 --> 00:15:30,520 Speaker 1: if you take into account stretching and PT studios and 255 00:15:30,640 --> 00:15:35,800 Speaker 1: mainstream gyms and group exercise centers and a plethora of 256 00:15:36,040 --> 00:15:44,600 Speaker 1: other fitness options exercise options, there's probably something like twenty 257 00:15:45,320 --> 00:15:51,240 Speaker 1: within either direction of my house. Definitely within a kilometer 258 00:15:51,280 --> 00:15:54,400 Speaker 1: of my house. There's probably twenty different or fifteen to 259 00:15:54,440 --> 00:15:58,400 Speaker 1: twenty different fitness type businesses. That's not say there couldn't 260 00:15:58,440 --> 00:16:00,640 Speaker 1: be sixteen. That's to say, if you're going to come 261 00:16:00,680 --> 00:16:05,400 Speaker 1: in with something new, you would want to be really 262 00:16:05,440 --> 00:16:08,760 Speaker 1: adding value to what is existing, or you would want 263 00:16:08,800 --> 00:16:12,480 Speaker 1: to be filling a hole that a gap that exists 264 00:16:12,480 --> 00:16:15,600 Speaker 1: in the market in this area, or solving a problem 265 00:16:15,640 --> 00:16:20,240 Speaker 1: that isn't currently being solved by what's already here, Which 266 00:16:21,000 --> 00:16:24,880 Speaker 1: brings me to point number two, which is research, research 267 00:16:24,920 --> 00:16:28,440 Speaker 1: and validate. I guess, So do some research. Who's your 268 00:16:28,440 --> 00:16:32,240 Speaker 1: target audience, who's doing a version of what I want 269 00:16:32,280 --> 00:16:38,400 Speaker 1: to do. Identify similar ideas or similar businesses or programs 270 00:16:38,480 --> 00:16:41,080 Speaker 1: or whatever it is that you're creating, and have a 271 00:16:41,120 --> 00:16:44,640 Speaker 1: look at how they're going, analyze their success or failure. 272 00:16:44,680 --> 00:16:48,240 Speaker 1: And also, this is probably a good idea at about 273 00:16:48,240 --> 00:16:52,600 Speaker 1: this time to bring somebody in that you trust, a peer, 274 00:16:53,560 --> 00:16:56,760 Speaker 1: a friend who's got some knowledge and skills, an advisor, 275 00:16:56,800 --> 00:17:04,400 Speaker 1: somebody professional perhaps to give you some I guess, unbiased 276 00:17:04,600 --> 00:17:09,679 Speaker 1: feedback or input or advice, especially if this is going 277 00:17:09,720 --> 00:17:13,920 Speaker 1: to be something that you envisage being a significant part 278 00:17:13,960 --> 00:17:20,960 Speaker 1: of your life moving forward. So research and validate that. 279 00:17:21,400 --> 00:17:24,159 Speaker 1: Who's out there? What are they doing? Does the world 280 00:17:24,240 --> 00:17:27,159 Speaker 1: need what I want to bring into it? Is it 281 00:17:27,200 --> 00:17:30,360 Speaker 1: already being done? If it's already being done, how can 282 00:17:30,400 --> 00:17:32,240 Speaker 1: I do it better? How can I do it different? 283 00:17:32,920 --> 00:17:36,479 Speaker 1: Is there a gap? And so on? Number three is 284 00:17:36,680 --> 00:17:41,560 Speaker 1: short term goals and objectives. So what is it that 285 00:17:41,600 --> 00:17:44,359 Speaker 1: you want to achieve in the first let's even say 286 00:17:44,359 --> 00:17:48,240 Speaker 1: one three, one comma three, comma six months? What do 287 00:17:48,280 --> 00:17:50,560 Speaker 1: you want to do? What are you what are your 288 00:17:50,640 --> 00:17:53,320 Speaker 1: kind of outcomes, your practical outcomes? What do you want 289 00:17:53,359 --> 00:17:56,240 Speaker 1: to see happening? How many bums on seats? How many 290 00:17:56,280 --> 00:17:59,679 Speaker 1: people through the door? What's your turnover? What are your 291 00:17:59,720 --> 00:18:02,800 Speaker 1: cap bies? How do you know what success is for you? 292 00:18:03,320 --> 00:18:06,560 Speaker 1: Is it only about money? Is it only about people 293 00:18:06,600 --> 00:18:09,440 Speaker 1: coming through the door? Is it about some other kind 294 00:18:09,440 --> 00:18:12,720 Speaker 1: of metric that you can use which is pertinent to 295 00:18:13,800 --> 00:18:16,800 Speaker 1: your business model and your business product or the service 296 00:18:16,960 --> 00:18:19,520 Speaker 1: or whatever, or the book that you're writing or the 297 00:18:19,560 --> 00:18:23,920 Speaker 1: program you're developing. So short and then eventually some longer 298 00:18:24,040 --> 00:18:27,760 Speaker 1: term goals as well. Around that. AS always created a plan, 299 00:18:28,560 --> 00:18:31,760 Speaker 1: so break it into manageable steps at a timeline. Accountability, 300 00:18:31,840 --> 00:18:37,560 Speaker 1: all those things I always talk about and the plan 301 00:18:37,720 --> 00:18:44,879 Speaker 1: needs to be something that is ultimately doable, not so complicated, 302 00:18:45,000 --> 00:18:49,840 Speaker 1: not so overwhelming that you get back into a corner 303 00:18:49,880 --> 00:18:53,040 Speaker 1: where you do not know where to start. My experience 304 00:18:53,119 --> 00:18:56,360 Speaker 1: is that some people create plans that are so multi dimensional, 305 00:18:56,880 --> 00:19:04,199 Speaker 1: so complicated to manage that that's almost the problem. Not 306 00:19:04,240 --> 00:19:06,960 Speaker 1: their talent, not the potential that's out there in the market, 307 00:19:07,440 --> 00:19:11,720 Speaker 1: but just that they have an overly complicated strategy to 308 00:19:11,880 --> 00:19:18,360 Speaker 1: operationalize whatever it is that's in their head and around that. Obviously, 309 00:19:18,400 --> 00:19:21,760 Speaker 1: set some timelines with deadlines for each kind of particular 310 00:19:21,840 --> 00:19:26,240 Speaker 1: phase or stage of the thing that you're developing. Right, 311 00:19:26,320 --> 00:19:31,480 Speaker 1: So the next one is about resources, So gather resources. 312 00:19:31,480 --> 00:19:33,879 Speaker 1: What do you need? Identify the skills and tools and 313 00:19:33,960 --> 00:19:38,840 Speaker 1: materials that you're going to need. It could be financial stuff, 314 00:19:38,960 --> 00:19:41,800 Speaker 1: so budget for financial needs. Maybe you need to go 315 00:19:41,840 --> 00:19:49,240 Speaker 1: and get some finance. Maybe maybe not. Perhaps you need 316 00:19:49,280 --> 00:19:52,600 Speaker 1: some other humans, You need some collaborators and or supporters. 317 00:19:52,960 --> 00:19:56,159 Speaker 1: You need a network or a team of people around 318 00:19:56,200 --> 00:19:58,359 Speaker 1: you that have got skills and knowledge and experience that 319 00:19:58,480 --> 00:20:02,800 Speaker 1: you don't to support you through this process. If I 320 00:20:02,840 --> 00:20:05,320 Speaker 1: didn't have the team of people around me that I 321 00:20:05,440 --> 00:20:09,600 Speaker 1: do with certain skills and knowledge and abilities that I 322 00:20:09,720 --> 00:20:12,000 Speaker 1: do not have, I would not be I wouldn't even 323 00:20:12,040 --> 00:20:14,800 Speaker 1: be doing this right now. I wouldn't be doing this 324 00:20:14,920 --> 00:20:18,560 Speaker 1: right now. So find the people, find the tools, find 325 00:20:18,600 --> 00:20:22,439 Speaker 1: the resources, find all the things that you practically need 326 00:20:23,720 --> 00:20:26,680 Speaker 1: so that when you press the trigger, you're good to go. 327 00:20:28,880 --> 00:20:31,480 Speaker 1: So my next step is to develop a prototype or 328 00:20:31,520 --> 00:20:35,399 Speaker 1: draft or create a minimal viable product an MVP or 329 00:20:35,440 --> 00:20:39,720 Speaker 1: a conceptual model, a conceptual model of what you want 330 00:20:39,760 --> 00:20:41,919 Speaker 1: to bring into the world. What does that look like, 331 00:20:42,080 --> 00:20:45,280 Speaker 1: how will that work? Like I said, run that by 332 00:20:45,400 --> 00:20:49,399 Speaker 1: different people. So you're going to test and refine or 333 00:20:49,480 --> 00:20:54,080 Speaker 1: execute and iterate. You know, you're going to keep building 334 00:20:54,119 --> 00:20:55,960 Speaker 1: on the idea. You're going to take things for a 335 00:20:56,000 --> 00:20:58,160 Speaker 1: little bit of a test drive and see what happens. 336 00:20:58,720 --> 00:21:01,560 Speaker 1: But you're going to start small. You're going to start small, 337 00:21:02,520 --> 00:21:05,680 Speaker 1: but you're going to keep taking action because as long 338 00:21:05,720 --> 00:21:07,879 Speaker 1: as we do something, as long as we're making a 339 00:21:07,960 --> 00:21:12,320 Speaker 1: decision and taking some action and creating some momentum, then 340 00:21:12,359 --> 00:21:15,720 Speaker 1: we're getting data, we're getting feedback, we're getting information which 341 00:21:16,240 --> 00:21:18,840 Speaker 1: speaks to what we need to do and what we 342 00:21:18,960 --> 00:21:25,439 Speaker 1: need to stop doing moving forward. So the next stage 343 00:21:25,480 --> 00:21:31,480 Speaker 1: is execute and iterate, which means launch the idea, launch 344 00:21:31,600 --> 00:21:35,600 Speaker 1: the thing. So you've now opened the door, you're taking action. 345 00:21:35,800 --> 00:21:39,280 Speaker 1: So in the case of typ that would be episode one, 346 00:21:39,440 --> 00:21:43,040 Speaker 1: or even before that, episode one of the first show ever. 347 00:21:44,320 --> 00:21:49,080 Speaker 1: So that's launching me into the world of podcasting my 348 00:21:49,200 --> 00:21:54,480 Speaker 1: first ever show and getting in, getting feedback and getting 349 00:21:54,560 --> 00:21:56,800 Speaker 1: data from that and realizing, wow, we only had seven 350 00:21:56,800 --> 00:21:59,920 Speaker 1: people listening to that episode, or I said too much, 351 00:22:00,119 --> 00:22:03,800 Speaker 1: or I overtalked and under listened, or I can't remember 352 00:22:03,840 --> 00:22:08,359 Speaker 1: what my feedback was all these years later. But where 353 00:22:08,520 --> 00:22:11,760 Speaker 1: we just keep iterating, you know, we repeat the process, 354 00:22:11,840 --> 00:22:16,520 Speaker 1: the action with the goal of improving it. So in 355 00:22:16,560 --> 00:22:20,840 Speaker 1: the context of creating something out of nothing or turning 356 00:22:20,840 --> 00:22:26,040 Speaker 1: an idea into reality, iteration just involves refining the product, 357 00:22:26,040 --> 00:22:31,040 Speaker 1: the idea of the process based on testing, retesting, feedback, 358 00:22:31,680 --> 00:22:35,840 Speaker 1: new insights and outcomes. And each kind of cycle of 359 00:22:35,880 --> 00:22:41,320 Speaker 1: iteration brings hopefully incremental improvements, helping you get closer to 360 00:22:41,400 --> 00:22:43,080 Speaker 1: where you want to be with a final product, a 361 00:22:43,160 --> 00:22:46,280 Speaker 1: final result. And that's exactly what I've done, you know. 362 00:22:46,400 --> 00:22:49,080 Speaker 1: I like when I started radio, I didn't start in 363 00:22:49,119 --> 00:22:53,320 Speaker 1: commercial radio. I started in community radio, and I knew 364 00:22:53,320 --> 00:22:55,439 Speaker 1: no one was listening or virtually no one was listening. 365 00:22:55,440 --> 00:22:59,560 Speaker 1: But I also knew that by me stepping into any 366 00:22:59,680 --> 00:23:02,840 Speaker 1: kind of radio, that would give me skill and time 367 00:23:02,880 --> 00:23:07,040 Speaker 1: in front of a microphone and confidence and competence to 368 00:23:08,080 --> 00:23:10,840 Speaker 1: when I would finally, if I would ever finally get 369 00:23:10,880 --> 00:23:13,920 Speaker 1: a chance to do some kind of commercial radio as 370 00:23:13,960 --> 00:23:17,080 Speaker 1: a host, which I eventually did, then I already had 371 00:23:17,720 --> 00:23:20,359 Speaker 1: I actually had probably three or four years sitting behind 372 00:23:20,359 --> 00:23:24,640 Speaker 1: a microphone doing a community version of that, which still 373 00:23:24,680 --> 00:23:27,840 Speaker 1: using all the same stuff and developing the same skills 374 00:23:28,280 --> 00:23:31,240 Speaker 1: and getting miles on the old clock, so to speak. 375 00:23:32,880 --> 00:23:35,120 Speaker 1: All Right, so we've got three more. Third last one 376 00:23:35,240 --> 00:23:37,720 Speaker 1: is promote and expand. So whatever it is that you're doing, 377 00:23:37,800 --> 00:23:39,879 Speaker 1: figure out how you're going to share that with the world, 378 00:23:39,880 --> 00:23:41,960 Speaker 1: How you're going to get bums on seats, how you're 379 00:23:41,960 --> 00:23:44,960 Speaker 1: going to get eyes or ears on your product using 380 00:23:45,000 --> 00:23:50,639 Speaker 1: social media, using email, mailouts, marketing, or whatever platforms that 381 00:23:50,680 --> 00:23:56,399 Speaker 1: you're going to use for your audience. For me early days, 382 00:23:56,440 --> 00:24:00,879 Speaker 1: of course, it varies depending on what it is. But 383 00:24:00,359 --> 00:24:02,560 Speaker 1: for a lot of what I did, it was really 384 00:24:02,920 --> 00:24:06,359 Speaker 1: just about testimonials and people talking about my business or 385 00:24:06,400 --> 00:24:11,480 Speaker 1: my brand or my podcast. It was about people out 386 00:24:11,520 --> 00:24:14,720 Speaker 1: there saying I'm training with this guy. He's good or 387 00:24:14,800 --> 00:24:16,880 Speaker 1: we get great results, or he's funny, or he knows 388 00:24:16,920 --> 00:24:19,000 Speaker 1: his stuff well, whatever it is. And then people reaching 389 00:24:19,000 --> 00:24:21,160 Speaker 1: out to me, not because I had a business card 390 00:24:21,240 --> 00:24:23,679 Speaker 1: or a website or not because I advertised, because I 391 00:24:23,760 --> 00:24:29,560 Speaker 1: did not, but my first one hundred clients, in fact, 392 00:24:29,680 --> 00:24:33,280 Speaker 1: all of my clients over the years, I'll be absolutely honest. 393 00:24:33,400 --> 00:24:38,320 Speaker 1: I once I got told by somebody that I should advertise, 394 00:24:38,480 --> 00:24:41,040 Speaker 1: and this is twenty five years ago, and I remember 395 00:24:41,040 --> 00:24:44,760 Speaker 1: I paid some obscene amounts to put a quarter of 396 00:24:44,800 --> 00:24:48,280 Speaker 1: a quarter of a page ad in the Yellow Pages. 397 00:24:48,600 --> 00:24:51,639 Speaker 1: That's how long ago it was. It was essentially pro 398 00:24:51,760 --> 00:24:56,239 Speaker 1: the internet. So I spent I don't know why, but 399 00:24:56,680 --> 00:24:58,920 Speaker 1: the figure twelve thousand dollars just came into my head. 400 00:24:59,080 --> 00:25:02,160 Speaker 1: I think I spent twelve one thousand dollars. I think 401 00:25:02,240 --> 00:25:08,680 Speaker 1: it was around the mid nineties. And to my memory, 402 00:25:08,760 --> 00:25:12,399 Speaker 1: I don't think I ever got one client. I probably did, 403 00:25:12,800 --> 00:25:16,719 Speaker 1: but I definitely got somewhere between zero and five. I 404 00:25:16,720 --> 00:25:20,879 Speaker 1: can't remember one, but there probably was one. So my 405 00:25:21,200 --> 00:25:24,639 Speaker 1: entire business of harp as the personal training facility, which 406 00:25:24,960 --> 00:25:26,879 Speaker 1: for a period of time was the biggest business of 407 00:25:26,920 --> 00:25:29,280 Speaker 1: its kind in the country. That was all through word 408 00:25:29,280 --> 00:25:31,720 Speaker 1: of mouth, that was all through doing a good job. 409 00:25:32,920 --> 00:25:36,400 Speaker 1: And of course it's different times now, but we got 410 00:25:36,440 --> 00:25:38,840 Speaker 1: to the stage where we over the years, employed hundreds 411 00:25:38,840 --> 00:25:42,400 Speaker 1: and hundreds of trainers, We had thousands of clients. We 412 00:25:42,440 --> 00:25:45,679 Speaker 1: had three different centers. At one stage we had Hampton 413 00:25:45,720 --> 00:25:49,080 Speaker 1: and Brighton and Corefield. We were doing over a thousand 414 00:25:49,240 --> 00:25:53,159 Speaker 1: sessions a week between the three centers. They're all profitable. 415 00:25:53,320 --> 00:25:56,520 Speaker 1: It was for a small business, it was a big business, 416 00:25:56,520 --> 00:25:58,360 Speaker 1: if you know what I mean. And none of that 417 00:25:58,520 --> 00:26:03,440 Speaker 1: was through media or marketing or advertising. So I am 418 00:26:03,440 --> 00:26:07,320 Speaker 1: not saying that advertising is bad, of course, especially in 419 00:26:07,359 --> 00:26:10,480 Speaker 1: twenty twenty four where we've got so much leverage or 420 00:26:10,480 --> 00:26:15,760 Speaker 1: potential leverage through the Internet and through websites and social 421 00:26:15,800 --> 00:26:19,840 Speaker 1: media and Instagram, Facebook and all of those things. But also, 422 00:26:19,960 --> 00:26:22,960 Speaker 1: I know, depending on the product, depending on the service, 423 00:26:23,040 --> 00:26:25,720 Speaker 1: depending on the thing it is that you are selling, 424 00:26:26,760 --> 00:26:30,720 Speaker 1: if you are really fucking good at that thing, you'll 425 00:26:30,720 --> 00:26:33,080 Speaker 1: get busy. You'll get busy. And I know that's a 426 00:26:33,080 --> 00:26:38,639 Speaker 1: little bit two thousand and three, that advice, but especially 427 00:26:38,680 --> 00:26:41,879 Speaker 1: in the server space, I still see it in twenty 428 00:26:41,920 --> 00:26:44,560 Speaker 1: twenty four. Somebody that's great at what they do. They 429 00:26:44,600 --> 00:26:48,120 Speaker 1: could be a massage therapist, they could be an architect, 430 00:26:48,680 --> 00:26:52,480 Speaker 1: they could be a guy that I know. I'll give 431 00:26:52,480 --> 00:26:55,120 Speaker 1: a shout out to Chris. Chris builds fences and he's 432 00:26:55,160 --> 00:26:58,720 Speaker 1: fucking awesome at it. And he's always busy. And he's 433 00:26:58,760 --> 00:27:01,480 Speaker 1: always busy, not because he's got marketing and branding and 434 00:27:01,520 --> 00:27:04,760 Speaker 1: a website, and he's always busy because he's great at 435 00:27:04,760 --> 00:27:09,320 Speaker 1: what he does. So if you were good at what 436 00:27:09,359 --> 00:27:13,639 Speaker 1: you do, people will sell you. People will sell you. 437 00:27:15,880 --> 00:27:19,240 Speaker 1: Second last one, monitor and evaluate, So track your progress 438 00:27:19,280 --> 00:27:22,520 Speaker 1: against your goals. That's having some kind of assessment along 439 00:27:22,520 --> 00:27:28,440 Speaker 1: the way, make sure that you're reaching those intended KPIs. 440 00:27:29,280 --> 00:27:32,400 Speaker 1: And based on your data, based on your outcomes, you're 441 00:27:32,400 --> 00:27:36,720 Speaker 1: going to adjust your strategies and your protocol as needed 442 00:27:37,119 --> 00:27:41,000 Speaker 1: to work through the peaks and troughs and to refine, 443 00:27:41,440 --> 00:27:44,199 Speaker 1: to refine the thing that you're doing to make it 444 00:27:44,280 --> 00:27:49,200 Speaker 1: the most effective and the most successful. And then the 445 00:27:49,240 --> 00:27:52,920 Speaker 1: last one is just scale and sustain. Scale and sustain 446 00:27:53,480 --> 00:27:57,760 Speaker 1: so to expand reach and functionality based on demand. But 447 00:27:57,800 --> 00:28:02,400 Speaker 1: also I think with this there is a point I'm 448 00:28:02,400 --> 00:28:05,520 Speaker 1: going to put a little asterisk next to this. You know, yes, 449 00:28:05,560 --> 00:28:08,480 Speaker 1: we want to develop a plan for long, long term 450 00:28:08,520 --> 00:28:15,200 Speaker 1: sustainability and growth. But also I think there's a point 451 00:28:15,320 --> 00:28:22,640 Speaker 1: with many businesses and many services where it goes from 452 00:28:22,760 --> 00:28:29,000 Speaker 1: being ideal in lots of ways, where it's producing really 453 00:28:29,000 --> 00:28:34,360 Speaker 1: good income, it's not killing me, we've got a really 454 00:28:34,440 --> 00:28:37,919 Speaker 1: good brand, we're busy. There's not a huge amount of 455 00:28:37,960 --> 00:28:42,800 Speaker 1: stress and anxiety wrapped around it. And so I'm not 456 00:28:42,920 --> 00:28:47,840 Speaker 1: saying limit your potential for growth. I'm saying, figure out 457 00:28:48,240 --> 00:28:52,080 Speaker 1: over time what you think, and you'll only know when 458 00:28:52,120 --> 00:28:53,800 Speaker 1: you're in the middle of it what you think might 459 00:28:53,840 --> 00:29:00,200 Speaker 1: be about the right size and capacity for you in 460 00:29:00,280 --> 00:29:04,520 Speaker 1: terms of that business. For example, when I had three 461 00:29:04,600 --> 00:29:08,160 Speaker 1: gyms and I had two other businesses, and that were 462 00:29:08,360 --> 00:29:11,160 Speaker 1: also bricks and mortar businesses, so I have five different 463 00:29:11,320 --> 00:29:15,480 Speaker 1: lots of rent every week, and I was doing a 464 00:29:15,520 --> 00:29:18,440 Speaker 1: million things, and I had other things. I had corporate speaking, 465 00:29:18,480 --> 00:29:22,720 Speaker 1: I was running other programs, I was consulting, I had 466 00:29:22,760 --> 00:29:26,400 Speaker 1: started my first degree and exercise science. I was doing 467 00:29:26,400 --> 00:29:29,160 Speaker 1: way too many things. Business was good if it was 468 00:29:29,200 --> 00:29:32,120 Speaker 1: only about money and business and turnover and revenue and 469 00:29:32,160 --> 00:29:37,560 Speaker 1: profit and loss, then it was amazing. But I truly 470 00:29:37,600 --> 00:29:44,080 Speaker 1: believe that it was not for me the right trajectory. 471 00:29:44,680 --> 00:29:48,680 Speaker 1: I think I should have or I could have potentially 472 00:29:48,680 --> 00:29:51,720 Speaker 1: stopped a little earlier in terms of figuring out what 473 00:29:51,920 --> 00:29:54,360 Speaker 1: was the best fit for me, in terms of the 474 00:29:54,400 --> 00:29:58,040 Speaker 1: size of the business, the number of staff, the things 475 00:29:58,040 --> 00:30:01,360 Speaker 1: that we offered, and I've but again that's just me, 476 00:30:01,640 --> 00:30:04,680 Speaker 1: that's just me. You might you know, sometimes the business 477 00:30:04,720 --> 00:30:08,720 Speaker 1: that's got three employees and it's turning over four x 478 00:30:09,560 --> 00:30:12,360 Speaker 1: is better than the business with one hundred employees that's 479 00:30:12,400 --> 00:30:17,400 Speaker 1: turning over two hundred x because the juice just ain't 480 00:30:17,440 --> 00:30:19,160 Speaker 1: worth the squeeze, if you know what I mean. Because 481 00:30:19,160 --> 00:30:22,080 Speaker 1: you get to the point where, yes, I'm making a 482 00:30:22,120 --> 00:30:26,000 Speaker 1: lot more money or we're much busier, but that's not 483 00:30:26,200 --> 00:30:31,360 Speaker 1: my only determinant of success and or wealth. Again, nothing 484 00:30:31,360 --> 00:30:34,840 Speaker 1: wrong with you know, I've got friends who are absolute 485 00:30:35,600 --> 00:30:38,680 Speaker 1: super duper entrepreneurs and they've got more things going on 486 00:30:38,760 --> 00:30:40,240 Speaker 1: than you can poke a stick at, and then the 487 00:30:40,280 --> 00:30:42,640 Speaker 1: middle of all of the mayhem and the busyness and 488 00:30:43,200 --> 00:30:47,440 Speaker 1: the ever expanding empire, they're good. They're good, and for 489 00:30:47,600 --> 00:30:51,240 Speaker 1: them that model works. But there are people like me 490 00:30:51,560 --> 00:30:54,560 Speaker 1: and maybe you, for whom that model won't work. And 491 00:30:54,600 --> 00:30:57,560 Speaker 1: it's not that it won't necessarily work commercially. Off financially, 492 00:30:58,080 --> 00:31:03,000 Speaker 1: but perhaps emotionally, psychologically, and even potentially from a health 493 00:31:03,000 --> 00:31:06,920 Speaker 1: point a physical health point of view, anyway, Some thoughts 494 00:31:07,720 --> 00:31:10,200 Speaker 1: on turning your idea into reality.