1 00:00:00,520 --> 00:00:03,920 Speaker 1: I'll get a Champs. It's me. Who else would it be? 2 00:00:04,000 --> 00:00:07,240 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 00:00:11,920 --> 00:00:15,400 Speaker 1: I don't script, you know, I don't script, but I've 5 00:00:15,440 --> 00:00:18,079 Speaker 1: got what I think is a good idea for some 6 00:00:18,120 --> 00:00:22,239 Speaker 1: of you. So I'm going to preempt this with this 7 00:00:22,320 --> 00:00:25,880 Speaker 1: is me talking about so that the topic is turning 8 00:00:25,880 --> 00:00:28,800 Speaker 1: an idea into a reality. So that is taking a 9 00:00:29,000 --> 00:00:34,160 Speaker 1: theoretical construct something in your head, an idea, a plan, 10 00:00:34,280 --> 00:00:40,400 Speaker 1: an intention, a dream, a goal, something that you can 11 00:00:40,520 --> 00:00:44,040 Speaker 1: create theoretically that you want to take out of your 12 00:00:44,040 --> 00:00:49,159 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 00:00:54,480 --> 00:01:00,480 Speaker 1: more about something in the commercial space. It might be business, 15 00:01:00,560 --> 00:01:02,240 Speaker 1: or it could be a brand, or it could be 16 00:01:03,240 --> 00:01:05,399 Speaker 1: it could be a project, it could be a product. 17 00:01:05,440 --> 00:01:08,360 Speaker 1: It could be a book you want to write, It 18 00:01:08,360 --> 00:01:11,920 Speaker 1: could be a podcast that you want to launch, It 19 00:01:11,959 --> 00:01:16,040 Speaker 1: could be a program that you want to run, an event, 20 00:01:16,560 --> 00:01:19,559 Speaker 1: a service that you want to develop. But it's about 21 00:01:19,680 --> 00:01:23,840 Speaker 1: taking that idea, that that intentional, that desire or that 22 00:01:24,000 --> 00:01:29,960 Speaker 1: drive and figuring out how do I move that out 23 00:01:30,040 --> 00:01:33,280 Speaker 1: of my head and into something that the world can see. 24 00:01:33,319 --> 00:01:35,600 Speaker 1: Not only I cannect see and not only can the 25 00:01:35,640 --> 00:01:39,720 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 00:01:44,240 --> 00:01:47,200 Speaker 1: So most of you know that I stopped working in 28 00:01:47,240 --> 00:01:53,920 Speaker 1: inverted commas for somebody else thirty five thirty five years ago, 29 00:01:53,920 --> 00:01:57,680 Speaker 1: when I was twenty six. That's not a recommendation, that's 30 00:01:57,680 --> 00:01:59,040 Speaker 1: not a good thing or a bad thing. But it 31 00:01:59,080 --> 00:02:01,200 Speaker 1: was a good thing for me, and it was a 32 00:02:01,200 --> 00:02:03,639 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 00:02:06,680 --> 00:02:11,480 Speaker 1: to build something for me personally, going and working for 35 00:02:11,520 --> 00:02:15,160 Speaker 1: somebody else and being part of their vision rather than 36 00:02:15,960 --> 00:02:18,760 Speaker 1: part of my own vision, or creating something for myself, 37 00:02:18,840 --> 00:02:25,000 Speaker 1: Building something that I wanted to grow and inhabit and 38 00:02:25,160 --> 00:02:27,480 Speaker 1: literally take out of my head and push out of 39 00:02:27,520 --> 00:02:30,680 Speaker 1: that theoretical nest into the real world. That was what 40 00:02:30,760 --> 00:02:33,040 Speaker 1: I wanted to do. Not everyone has suited to that, 41 00:02:34,720 --> 00:02:37,320 Speaker 1: and a lot of the things that I did, a 42 00:02:37,360 --> 00:02:40,760 Speaker 1: lot of the things that I tried didn't work initially. 43 00:02:41,800 --> 00:02:45,080 Speaker 1: There were many many failures, many fuck ups, many problems, 44 00:02:45,080 --> 00:02:50,600 Speaker 1: many hurdles, many embarrassing moments, many two out of ten results. 45 00:02:50,639 --> 00:02:53,280 Speaker 1: But you know, for me, that was all part of 46 00:02:53,320 --> 00:02:57,480 Speaker 1: the learning and growing and developing and building skill and 47 00:02:57,520 --> 00:03:00,800 Speaker 1: competence and resilience and awareness and understand of what would 48 00:03:00,800 --> 00:03:05,800 Speaker 1: work and what would not. So I'll share a few 49 00:03:05,960 --> 00:03:08,800 Speaker 1: of my experiences just to give you, I guess, some 50 00:03:08,840 --> 00:03:12,680 Speaker 1: real world practical examples. I guess we could start with 51 00:03:12,760 --> 00:03:16,000 Speaker 1: this show. As most of you know, this wasn't my 52 00:03:16,120 --> 00:03:19,800 Speaker 1: first podcast. I had three podcast attempts before this, three 53 00:03:19,840 --> 00:03:27,360 Speaker 1: different shows, and while they didn't turn into a commercial 54 00:03:27,400 --> 00:03:30,840 Speaker 1: success any of them, for me, they were great training. 55 00:03:31,120 --> 00:03:32,920 Speaker 1: They were like putting on my l plates and then 56 00:03:32,960 --> 00:03:36,320 Speaker 1: eventually my PA plates in the world of podcasting, and 57 00:03:36,520 --> 00:03:40,080 Speaker 1: it was for me an opportunity to begin to understand 58 00:03:40,120 --> 00:03:43,480 Speaker 1: how the industry and the science and the art of 59 00:03:43,600 --> 00:03:49,440 Speaker 1: podcasting worked. And from those first three I really learned 60 00:03:49,680 --> 00:03:57,120 Speaker 1: a lot about having conversations with people, having meaningful exchanges, 61 00:03:57,280 --> 00:04:01,640 Speaker 1: doing a deep dive, being a better interviewer, being a 62 00:04:01,680 --> 00:04:10,280 Speaker 1: better active listener, understanding my audience, understanding my show in 63 00:04:11,000 --> 00:04:15,600 Speaker 1: contrast to and context of the other millions of shows 64 00:04:15,600 --> 00:04:17,560 Speaker 1: in the world, and trying to figure out what was, 65 00:04:17,680 --> 00:04:22,920 Speaker 1: if anything, my unique selling proposition my usp if not unique, 66 00:04:22,960 --> 00:04:27,039 Speaker 1: then somewhat different selling proposition. Why would people listen to this? 67 00:04:29,279 --> 00:04:31,520 Speaker 1: And trying to figure all of that out? And I think, 68 00:04:31,600 --> 00:04:34,240 Speaker 1: if we're going to build a business or brand or whatever, 69 00:04:34,279 --> 00:04:37,279 Speaker 1: a project or a product, or push some new service 70 00:04:37,720 --> 00:04:40,560 Speaker 1: out into the world, or write a book or build 71 00:04:40,680 --> 00:04:45,680 Speaker 1: something of which there are already many similar things existing. 72 00:04:47,000 --> 00:04:48,880 Speaker 1: If we just want to do it as an exercise 73 00:04:48,960 --> 00:04:52,880 Speaker 1: to do something and create something and turn a theoretical 74 00:04:53,560 --> 00:04:56,479 Speaker 1: idea into a real world thing, then that is fine. 75 00:04:56,520 --> 00:05:00,240 Speaker 1: But if we want it to become a successful version 76 00:05:00,320 --> 00:05:04,680 Speaker 1: of something that is potentially even commercially viable, then we 77 00:05:04,720 --> 00:05:07,320 Speaker 1: need to understand the context. We need to do research. 78 00:05:07,360 --> 00:05:09,440 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 --> 00:05:14,320 Speaker 1: Why are they doing it, what are they doing well? 81 00:05:14,360 --> 00:05:16,239 Speaker 1: What are they not doing well? Are there any holes 82 00:05:16,320 --> 00:05:19,200 Speaker 1: or gaps in the market as I see it? So 83 00:05:19,279 --> 00:05:22,520 Speaker 1: for me doing the U Project, my idea was to 84 00:05:22,640 --> 00:05:24,599 Speaker 1: step out of radio, which I've done for quite a 85 00:05:24,600 --> 00:05:28,479 Speaker 1: long time and basically have now. Remember I started my 86 00:05:28,560 --> 00:05:31,520 Speaker 1: first show about probably nine years ago. Now the You 87 00:05:31,680 --> 00:05:35,080 Speaker 1: Project about six six and a half years ago. But 88 00:05:35,200 --> 00:05:38,920 Speaker 1: my first show around nine years ago, and so it 89 00:05:38,960 --> 00:05:43,600 Speaker 1: was almost like to me, having a podcast was almost 90 00:05:43,640 --> 00:05:47,160 Speaker 1: like having my own little radio show that I could 91 00:05:47,200 --> 00:05:49,720 Speaker 1: just pop up on the Internet and people would listen to. 92 00:05:50,240 --> 00:05:54,040 Speaker 1: And I didn't need to run anything by you know, 93 00:05:54,120 --> 00:05:58,800 Speaker 1: a program director or you know, any kind of authority. 94 00:05:58,920 --> 00:06:01,760 Speaker 1: I could talk about whatever I wanted to. I could 95 00:06:01,760 --> 00:06:03,800 Speaker 1: talk for as long or as short as I wanted to. 96 00:06:03,839 --> 00:06:06,640 Speaker 1: I didn't need to worry about ads because I had none. 97 00:06:06,720 --> 00:06:09,320 Speaker 1: I didn't need to do station IDs or time checks. 98 00:06:10,360 --> 00:06:12,200 Speaker 1: I could talk to whoever I wanted, and it gave 99 00:06:12,240 --> 00:06:14,279 Speaker 1: me a lot of flexibility and freedom. But I also 100 00:06:14,400 --> 00:06:17,279 Speaker 1: needed to which I wasn't very good at the start. 101 00:06:17,320 --> 00:06:23,840 Speaker 1: I really needed to understand the listener experience. So obviously, 102 00:06:24,080 --> 00:06:27,240 Speaker 1: all of my experience, one hundred percent of my experience 103 00:06:27,720 --> 00:06:32,080 Speaker 1: of the U Project is from this side. And I've 104 00:06:32,120 --> 00:06:35,479 Speaker 1: never once been you know, yes, I've listened to my 105 00:06:35,600 --> 00:06:39,920 Speaker 1: own show, but I've never been truly a listener, you know, 106 00:06:40,680 --> 00:06:43,760 Speaker 1: in that everything that I listened to of mine, I've 107 00:06:43,800 --> 00:06:46,400 Speaker 1: already heard it out of my own gob And so 108 00:06:46,560 --> 00:06:50,120 Speaker 1: for me to try to get an insight into the 109 00:06:50,160 --> 00:06:52,960 Speaker 1: experience of the listener, that for me was really important. 110 00:06:54,600 --> 00:06:59,200 Speaker 1: I remember when I developed my first gym, or more accurately, 111 00:06:59,279 --> 00:07:03,960 Speaker 1: personal training facility, the same thing I needed to figure out. 112 00:07:04,279 --> 00:07:06,080 Speaker 1: I was lucky in that I got in on the 113 00:07:06,080 --> 00:07:11,240 Speaker 1: ground floor. I literally had literally had zero competition in 114 00:07:11,360 --> 00:07:15,720 Speaker 1: terms of other personal training facilities. If there were any 115 00:07:15,800 --> 00:07:18,040 Speaker 1: in Australia, I had never heard of them. There were 116 00:07:18,040 --> 00:07:21,640 Speaker 1: definitely none in Melbourne or Victoria, not in the late eighties. 117 00:07:21,760 --> 00:07:23,960 Speaker 1: In I think eighty nine to ninety. I set up 118 00:07:23,960 --> 00:07:26,240 Speaker 1: my first one, So you know, a quarter of a 119 00:07:26,280 --> 00:07:29,840 Speaker 1: century ago. Oh no, it's more than that. Suck thirty 120 00:07:29,840 --> 00:07:34,800 Speaker 1: five years ago. So old, thirty five years ago. And 121 00:07:34,840 --> 00:07:39,320 Speaker 1: so I already understood that there was that there was 122 00:07:39,360 --> 00:07:41,280 Speaker 1: a need, that there was a market because I was 123 00:07:41,320 --> 00:07:44,400 Speaker 1: already training people. I already had clients. I was already 124 00:07:44,440 --> 00:07:48,560 Speaker 1: doing this thing for which there was actually no qualification 125 00:07:48,680 --> 00:07:51,080 Speaker 1: at that point in time. There was no registration, there 126 00:07:51,120 --> 00:07:55,960 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 00:08:05,360 --> 00:08:10,000 Speaker 1: commercial premises, and I turned that into essentially what would 130 00:08:10,080 --> 00:08:14,920 Speaker 1: be a private gym, so there would be no memberships 131 00:08:14,960 --> 00:08:20,160 Speaker 1: there would be no classes, there would be no most 132 00:08:20,160 --> 00:08:22,040 Speaker 1: of what you normally get in a gym. What there 133 00:08:22,080 --> 00:08:25,880 Speaker 1: would be would be one on one training. Obviously it 134 00:08:25,960 --> 00:08:29,360 Speaker 1: developed more than that into different things, but my initial 135 00:08:30,360 --> 00:08:34,920 Speaker 1: ground zero was appointment based one on one and periodically 136 00:08:34,960 --> 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 00:08:39,960 --> 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 minutes and sixty 140 00:08:44,600 --> 00:08:48,079 Speaker 1: minute sessions, and you know, it kind of morphed into 141 00:08:48,120 --> 00:08:51,760 Speaker 1: a bunch of versions, but it was all essentially appointment 142 00:08:51,800 --> 00:08:56,840 Speaker 1: based exercise with a fitness professional, that professional being me, 143 00:08:57,559 --> 00:09:00,280 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 00:09:04,440 --> 00:09:06,640 Speaker 1: I ended up writing the first course with a friend 146 00:09:06,640 --> 00:09:09,840 Speaker 1: of mine and getting that certified through I think it 147 00:09:09,880 --> 00:09:12,480 Speaker 1: was called vic Fit then and so on and the 148 00:09:12,480 --> 00:09:15,720 Speaker 1: rest is history. But but that you know, for me, 149 00:09:15,920 --> 00:09:20,720 Speaker 1: that first three four five years between the time when 150 00:09:20,800 --> 00:09:23,800 Speaker 1: my first client walked into the public gym that I 151 00:09:23,880 --> 00:09:27,640 Speaker 1: was managing. When he walked in, we met, and then 152 00:09:27,679 --> 00:09:30,320 Speaker 1: I started training him in a one on one kind 153 00:09:30,360 --> 00:09:34,880 Speaker 1: of capacity, and he gave me one hundred bucks a 154 00:09:34,920 --> 00:09:37,560 Speaker 1: week for three sessions, which was thirty three dollars, give 155 00:09:37,640 --> 00:09:41,160 Speaker 1: or take. I thought that was fucking incredible, because I 156 00:09:41,200 --> 00:09:43,200 Speaker 1: think I was making about twelve dollars at the time. 157 00:09:43,240 --> 00:09:45,440 Speaker 1: Some of you heard this story, I apologize, but the 158 00:09:45,440 --> 00:09:48,480 Speaker 1: bottom line is that was my starting point. My idea was, 159 00:09:48,559 --> 00:09:52,080 Speaker 1: I'm going to do this thing. I rented the space, 160 00:09:52,160 --> 00:09:55,800 Speaker 1: I bought the equipment, I got counsel approval, I chatted 161 00:09:55,840 --> 00:10:01,439 Speaker 1: with real estate people and accounting people, finance lawyers and 162 00:10:01,520 --> 00:10:04,160 Speaker 1: so on and overtime, the thing that was an idea 163 00:10:04,200 --> 00:10:07,000 Speaker 1: in my head, the thing that in fact I kind 164 00:10:07,000 --> 00:10:10,000 Speaker 1: of gave birth to for one of a better term 165 00:10:10,160 --> 00:10:14,080 Speaker 1: in my head four years before become Australia's first personal 166 00:10:14,080 --> 00:10:17,000 Speaker 1: training facility. I guess the same when I wrote my 167 00:10:17,000 --> 00:10:18,360 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 00:10:20,720 --> 00:10:23,120 Speaker 1: didn't know anything about publishing. I didn't know anything about 170 00:10:23,120 --> 00:10:26,360 Speaker 1: branding or marketing. I didn't know anything about distribution. I 171 00:10:26,400 --> 00:10:29,239 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 00:10:33,920 --> 00:10:36,440 Speaker 1: to people in terms of what people might pick up 174 00:10:36,440 --> 00:10:39,480 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 00:10:42,320 --> 00:10:45,480 Speaker 1: the back of the book really mattered. There were so 177 00:10:45,559 --> 00:10:47,800 Speaker 1: many things that I knew that I had an idea 178 00:10:47,840 --> 00:10:52,120 Speaker 1: and a message, but that initial, that very very raw, 179 00:10:52,760 --> 00:10:57,199 Speaker 1: fundamental concept. I've got some knowledge, I've got some stories, 180 00:10:57,520 --> 00:10:59,760 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 --> 00:11:06,320 Speaker 1: put it into a book, versus down the track one 183 00:11:06,440 --> 00:11:09,040 Speaker 1: two years later, where that's now an actual book in 184 00:11:09,080 --> 00:11:13,440 Speaker 1: bookstores and selling, and we've got distribution and and it's 185 00:11:13,600 --> 00:11:19,040 Speaker 1: actually becoming mildly I will say, commercially viable. There's a 186 00:11:19,080 --> 00:11:21,839 Speaker 1: lot of space between the original, the initial idea, the 187 00:11:21,840 --> 00:11:24,520 Speaker 1: theoretical or something, and then now I can walk into 188 00:11:24,559 --> 00:11:26,440 Speaker 1: a shop and that thing that was an idea in 189 00:11:26,480 --> 00:11:28,959 Speaker 1: my head that is now a book on a shelf 190 00:11:29,000 --> 00:11:32,880 Speaker 1: that people are buying. But that that initial to that 191 00:11:33,080 --> 00:11:37,640 Speaker 1: final that is many steps, That is many peaks and troughs, 192 00:11:37,679 --> 00:11:41,120 Speaker 1: that is many new lessons and so on. And so 193 00:11:41,200 --> 00:11:44,320 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 --> 00:11:53,559 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 00:11:55,920 --> 00:11:58,880 Speaker 1: I had an idea, I want to do radio, and 198 00:11:59,000 --> 00:12:00,520 Speaker 1: I'm like, I don't even know how do you get 199 00:12:00,520 --> 00:12:03,560 Speaker 1: into radio? So I got a meeting with a program 200 00:12:03,640 --> 00:12:07,400 Speaker 1: director called Mark Johnson. Shout out, if anyone knows John 201 00:12:07,400 --> 00:12:11,640 Speaker 1: O from what was then SCN is still SCN. I 202 00:12:11,679 --> 00:12:14,840 Speaker 1: had a meeting with him, which was just I don't 203 00:12:14,840 --> 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 00:12:23,080 --> 00:12:27,080 Speaker 1: the exercise science guy on this sporting network. They had 206 00:12:27,120 --> 00:12:29,560 Speaker 1: a lot of sporting people, but they didn't really have 207 00:12:29,679 --> 00:12:33,800 Speaker 1: a regular exercise science person to come on. He was 208 00:12:33,840 --> 00:12:36,520 Speaker 1: a bit dubious. He said, send me a proposal with 209 00:12:36,600 --> 00:12:40,760 Speaker 1: the first twelve episodes. I literally went home. I wrote 210 00:12:40,760 --> 00:12:43,360 Speaker 1: it all up. I spent six or seven hours writing 211 00:12:43,400 --> 00:12:47,160 Speaker 1: this concept, this proposal. I sent it to him, and 212 00:12:47,200 --> 00:12:50,160 Speaker 1: within two days I got a response from him, and 213 00:12:50,200 --> 00:12:52,440 Speaker 1: I got a green light. I had no idea what 214 00:12:52,480 --> 00:12:55,400 Speaker 1: I was doing. I was so underdone, I was so 215 00:12:55,480 --> 00:12:59,320 Speaker 1: ill prepared, I was so unskilled. I was so unaware. 216 00:12:59,360 --> 00:13:03,000 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 --> 00:13:10,240 Speaker 1: so unaware of what I don't know that it's kind 219 00:13:10,280 --> 00:13:12,920 Speaker 1: of a gift because if I realized how hard it was, 220 00:13:13,559 --> 00:13:17,240 Speaker 1: if I realized sometimes how ill prepared and ill equipped 221 00:13:17,280 --> 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 00:13:24,600 --> 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 00:13:29,880 --> 00:13:35,679 Speaker 1: so for me, that kind of initial idea, that theoretical something, 226 00:13:35,720 --> 00:13:39,480 Speaker 1: the dream, the vision, the hope, the desire, the intention, 227 00:13:39,640 --> 00:13:42,640 Speaker 1: the plan to be able to take that out of 228 00:13:42,640 --> 00:13:45,120 Speaker 1: my head and breathe life into that, so that would 229 00:13:45,120 --> 00:13:47,360 Speaker 1: be a real thing in the world that people would 230 00:13:47,360 --> 00:13:50,720 Speaker 1: intersect with. I've literally been doing that for the last 231 00:13:50,800 --> 00:13:52,960 Speaker 1: thirty years. And I'm not saying I'm the high watermark 232 00:13:53,000 --> 00:13:55,440 Speaker 1: as an example here of what to do or what 233 00:13:55,559 --> 00:13:59,920 Speaker 1: not to do, but it's how my career has developed. 234 00:14:00,640 --> 00:14:03,319 Speaker 1: Have an idea, figure out how to turn that idea 235 00:14:03,840 --> 00:14:07,600 Speaker 1: into something that's more than an idea. So I want 236 00:14:07,640 --> 00:14:09,960 Speaker 1: to give you kind of a bit of a guide. 237 00:14:10,880 --> 00:14:13,880 Speaker 1: Some of this will be a no brainer to you. 238 00:14:13,960 --> 00:14:16,440 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 00:14:21,760 --> 00:14:24,160 Speaker 1: topic is relevant, you might want to take notes and 241 00:14:24,200 --> 00:14:28,680 Speaker 1: revisit it. But first, my first piece of advice is 242 00:14:28,720 --> 00:14:36,480 Speaker 1: to clarify your idea, your vision, your goal. So get 243 00:14:36,560 --> 00:14:41,520 Speaker 1: really clear about what it is that you're going to do, create, be, sell, 244 00:14:42,000 --> 00:14:47,800 Speaker 1: offer and why it matters, Why it matters, Why does 245 00:14:47,840 --> 00:14:51,800 Speaker 1: the world need this, what's already out there? And what 246 00:14:51,840 --> 00:14:56,960 Speaker 1: will I add? What problem am I going to solve 247 00:14:57,480 --> 00:15:01,640 Speaker 1: for the world, Either what problem am I solving? Or 248 00:15:01,680 --> 00:15:06,520 Speaker 1: how does this add value to what is already there? 249 00:15:06,880 --> 00:15:09,280 Speaker 1: What is already there. It's like, if you live in 250 00:15:09,320 --> 00:15:14,240 Speaker 1: Hampton Street or you live in Hampton where I live, 251 00:15:15,000 --> 00:15:17,440 Speaker 1: and you decide you're going to set up another fitness 252 00:15:17,720 --> 00:15:22,320 Speaker 1: based business, it better be fucking incredible, because there's already 253 00:15:22,320 --> 00:15:27,239 Speaker 1: too many. It's there's if you take into account stretching 254 00:15:27,440 --> 00:15:33,480 Speaker 1: and PT studios and mainstream gyms and group exercise centers 255 00:15:33,720 --> 00:15:41,400 Speaker 1: and a plethora of other fitness options exercise options, there's 256 00:15:41,480 --> 00:15:49,760 Speaker 1: probably something like twenty within either direction of my house. 257 00:15:49,840 --> 00:15:52,800 Speaker 1: Definitely within a kilometer of my house. There's probably twenty 258 00:15:52,840 --> 00:15:56,680 Speaker 1: different or fifteen to twenty different fitness type businesses. That's 259 00:15:56,720 --> 00:16:00,120 Speaker 1: not say there couldn't be sixteen. That's to say, if 260 00:16:00,120 --> 00:16:03,800 Speaker 1: you're going to come in with something new, you would 261 00:16:03,800 --> 00:16:08,040 Speaker 1: want to be really adding value to what is existing, 262 00:16:08,160 --> 00:16:10,640 Speaker 1: or you would want to be filling a hole that 263 00:16:11,280 --> 00:16:13,760 Speaker 1: a gap that exists in the market in this area, 264 00:16:14,280 --> 00:16:17,760 Speaker 1: or solving a problem that isn't currently being solved by 265 00:16:17,800 --> 00:16:22,240 Speaker 1: what's already here, Which brings me to point number two, 266 00:16:22,240 --> 00:16:27,080 Speaker 1: which is research, research and validate. I guess, So do 267 00:16:27,160 --> 00:16:31,600 Speaker 1: some research. Who's your target audience, who's doing a version 268 00:16:31,640 --> 00:16:36,560 Speaker 1: of what I want to do. Identify similar ideas or 269 00:16:36,560 --> 00:16:39,880 Speaker 1: similar businesses or programs or whatever it is that you're creating, 270 00:16:40,680 --> 00:16:42,880 Speaker 1: and have a look at how they're going, analyze their 271 00:16:42,920 --> 00:16:47,280 Speaker 1: success or failure. And also, this is probably a good 272 00:16:47,280 --> 00:16:51,320 Speaker 1: idea at about this time to bring somebody in that 273 00:16:51,360 --> 00:16:54,880 Speaker 1: you trust, a peer, a friend who's got some knowledge 274 00:16:54,880 --> 00:17:00,760 Speaker 1: and skills, an advisor, somebody professional perhaps to give you 275 00:17:01,080 --> 00:17:09,000 Speaker 1: some I guess, unbiased feedback or input or advice, especially 276 00:17:09,040 --> 00:17:11,760 Speaker 1: if this is going to be something that you envisage 277 00:17:11,800 --> 00:17:18,800 Speaker 1: being a significant part of your life moving forward. So 278 00:17:18,920 --> 00:17:22,920 Speaker 1: research and validate that. Who's out there? What are they doing? 279 00:17:23,480 --> 00:17:26,880 Speaker 1: Does the world need what I want to bring into it? 280 00:17:26,920 --> 00:17:29,880 Speaker 1: Is it already being done? If it's already being done, 281 00:17:30,000 --> 00:17:31,639 Speaker 1: how can I do it better? How can I do 282 00:17:31,720 --> 00:17:35,960 Speaker 1: it different? Is there a gap? And so on? Number 283 00:17:36,000 --> 00:17:41,280 Speaker 1: three is short term goals and objectives. So what is 284 00:17:41,320 --> 00:17:43,720 Speaker 1: it that you want to achieve in the first let's 285 00:17:43,800 --> 00:17:47,560 Speaker 1: even say one to three one comma three, comma six months? 286 00:17:47,960 --> 00:17:50,239 Speaker 1: What do you want to do? What are you what 287 00:17:50,280 --> 00:17:53,040 Speaker 1: are your kind of outcomes, your practical outcomes? What do 288 00:17:53,080 --> 00:17:55,520 Speaker 1: you want to see happening? How many bums on seats? 289 00:17:55,840 --> 00:17:59,320 Speaker 1: How many people through the door? What's your turnover? What 290 00:17:59,400 --> 00:18:02,520 Speaker 1: are your cape? How do you know what success is 291 00:18:02,560 --> 00:18:05,359 Speaker 1: for you? Is it only about money? Is it only 292 00:18:05,400 --> 00:18:08,600 Speaker 1: about people coming through the door? Is it about some 293 00:18:08,800 --> 00:18:11,280 Speaker 1: other kind of metric that you can use which is 294 00:18:12,000 --> 00:18:16,159 Speaker 1: pertinent to your business model and your business product or 295 00:18:16,200 --> 00:18:19,240 Speaker 1: the service or whatever, or the book that you're writing 296 00:18:19,359 --> 00:18:23,359 Speaker 1: or the program you're developing. So short and then eventually 297 00:18:23,400 --> 00:18:26,880 Speaker 1: some longer term goals as well. Around that. AS always 298 00:18:27,040 --> 00:18:30,320 Speaker 1: created a plan, so break it into manageable steps at 299 00:18:30,320 --> 00:18:34,399 Speaker 1: a timeline. Accountability, all those things I always talk about 300 00:18:36,200 --> 00:18:42,880 Speaker 1: and the plan needs to be something that is ultimately doable, 301 00:18:43,480 --> 00:18:48,520 Speaker 1: not so complicated, not so overwhelming that you get back 302 00:18:48,680 --> 00:18:51,960 Speaker 1: into a corner where you do not know where to start. 303 00:18:52,320 --> 00:18:55,000 Speaker 1: My experience is that some people create plans that are 304 00:18:55,040 --> 00:19:01,760 Speaker 1: so multi dimensional, so complicated, so hard to manage, that 305 00:19:01,760 --> 00:19:05,680 Speaker 1: that's almost the problem. Not their talent, not the potential 306 00:19:05,720 --> 00:19:08,280 Speaker 1: that's out there in the market, but just that they 307 00:19:08,320 --> 00:19:13,560 Speaker 1: have an overly complicated strategy to operationalize whatever it is 308 00:19:13,600 --> 00:19:18,720 Speaker 1: that's in their head and around that. Obviously, set some 309 00:19:18,800 --> 00:19:22,520 Speaker 1: timelines with deadlines for each kind of particular phase or 310 00:19:22,560 --> 00:19:27,000 Speaker 1: stage of the thing that you're developing. Right, So the 311 00:19:27,040 --> 00:19:31,679 Speaker 1: next one is about resources, So gather resources. What do 312 00:19:31,720 --> 00:19:34,600 Speaker 1: you need? Identify the skills and tools and materials that 313 00:19:34,680 --> 00:19:39,040 Speaker 1: you're going to need. It could be financial stuff, so 314 00:19:39,160 --> 00:19:41,959 Speaker 1: budget for financial needs. Maybe you need to go and 315 00:19:41,960 --> 00:19:49,320 Speaker 1: get some finance. Maybe maybe not. Perhaps you need some 316 00:19:49,400 --> 00:19:53,040 Speaker 1: other humans, You need some collaborators and or supporters. You 317 00:19:53,080 --> 00:19:56,240 Speaker 1: need a network or a team of people around you 318 00:19:56,280 --> 00:19:58,560 Speaker 1: that have got skills and knowledge and experience that you 319 00:19:58,600 --> 00:20:03,119 Speaker 1: don't to support you through this process. If I didn't 320 00:20:03,160 --> 00:20:05,560 Speaker 1: have the team of people around me that I do 321 00:20:05,720 --> 00:20:09,800 Speaker 1: with certain skills and knowledge and abilities that I do 322 00:20:09,920 --> 00:20:12,080 Speaker 1: not have. I would not be I wouldn't even be 323 00:20:12,119 --> 00:20:15,320 Speaker 1: doing this right now. I wouldn't be doing this right now. 324 00:20:15,400 --> 00:20:19,480 Speaker 1: So find the people, find the tools, find the resources, 325 00:20:20,080 --> 00:20:24,000 Speaker 1: find all the things that you practically need so that 326 00:20:24,080 --> 00:20:29,000 Speaker 1: when you press the trigger, you're good to go. So 327 00:20:29,080 --> 00:20:31,879 Speaker 1: my next step is to develop a prototype or draft 328 00:20:32,119 --> 00:20:35,520 Speaker 1: or create a minimal viable product an MVP or a 329 00:20:35,560 --> 00:20:39,800 Speaker 1: conceptual model, a conceptual model of what you want to 330 00:20:39,840 --> 00:20:42,200 Speaker 1: bring into the world. What does that look like, how 331 00:20:42,240 --> 00:20:46,119 Speaker 1: will that work? Like I said, run that by different people. 332 00:20:46,760 --> 00:20:50,879 Speaker 1: So you're going to test and refine or execute and iterate. 333 00:20:51,200 --> 00:20:54,760 Speaker 1: You know, you're going to keep building on the idea. 334 00:20:54,840 --> 00:20:56,399 Speaker 1: You're going to take things for a little bit of 335 00:20:56,400 --> 00:20:59,159 Speaker 1: a test drive and see what happens. But you're going 336 00:20:59,200 --> 00:21:02,800 Speaker 1: to start small. You're going to start small, but you're 337 00:21:02,800 --> 00:21:06,000 Speaker 1: going to keep taking action because as long as we 338 00:21:06,040 --> 00:21:08,560 Speaker 1: do something, as long as we're making a decision and 339 00:21:08,640 --> 00:21:13,120 Speaker 1: taking some action and creating some momentum, then we're getting data, 340 00:21:13,119 --> 00:21:17,200 Speaker 1: we're getting feedback, we're getting information which speaks to what 341 00:21:17,240 --> 00:21:19,679 Speaker 1: we need to do and what we need to stop 342 00:21:19,760 --> 00:21:27,960 Speaker 1: doing moving forward. So the next stage is execute and iterate, 343 00:21:28,040 --> 00:21:33,520 Speaker 1: which means launch the idea, launch the thing. So you've 344 00:21:33,560 --> 00:21:36,399 Speaker 1: now opened the door, you're taking action. So in the 345 00:21:36,440 --> 00:21:40,000 Speaker 1: case of typ that would be episode one, or even 346 00:21:40,200 --> 00:21:44,440 Speaker 1: before that, episode one of the first show ever. So 347 00:21:44,800 --> 00:21:49,520 Speaker 1: that's launching me into the world of podcasting, my first 348 00:21:49,560 --> 00:21:54,800 Speaker 1: ever show and getting in getting feedback and getting data 349 00:21:54,840 --> 00:21:57,080 Speaker 1: from that and realizing, wow, we only had seven people 350 00:21:57,080 --> 00:22:00,199 Speaker 1: listening to that episode, or I said too much, or 351 00:22:00,240 --> 00:22:03,919 Speaker 1: I overtalked and under listened, or I can't remember what 352 00:22:04,000 --> 00:22:08,560 Speaker 1: my feedback was all these years later. But where we 353 00:22:08,800 --> 00:22:11,879 Speaker 1: just keep iterating, you know, we repeat the process, the 354 00:22:11,920 --> 00:22:16,639 Speaker 1: action with the goal of improving it. So in the 355 00:22:16,680 --> 00:22:20,960 Speaker 1: context of creating something out of nothing or turning an 356 00:22:20,960 --> 00:22:26,119 Speaker 1: idea into reality, iteration just involves refining the product, the 357 00:22:26,160 --> 00:22:31,880 Speaker 1: idea of the process based on testing, retesting, feedback, new 358 00:22:31,920 --> 00:22:36,280 Speaker 1: insights and outcomes. And each kind of cycle of iteration 359 00:22:36,480 --> 00:22:41,560 Speaker 1: brings hopefully incremental improvements, helping you get closer to where 360 00:22:41,600 --> 00:22:43,800 Speaker 1: you want to be with a final product, a final result. 361 00:22:43,960 --> 00:22:46,959 Speaker 1: And that's exactly what I've done, you know. I like 362 00:22:47,000 --> 00:22:50,000 Speaker 1: when I started radio, I didn't start in commercial radio. 363 00:22:50,800 --> 00:22:53,600 Speaker 1: I started in community radio, and I knew no one 364 00:22:53,640 --> 00:22:55,600 Speaker 1: was listening or virtually no one was listening. But I 365 00:22:55,640 --> 00:23:00,560 Speaker 1: also knew that by me stepping into any kind of radio, 366 00:23:00,800 --> 00:23:03,280 Speaker 1: that would give me skill and time in front of 367 00:23:03,280 --> 00:23:09,240 Speaker 1: a microphone and confidence and competence to when I would finally, 368 00:23:09,400 --> 00:23:11,520 Speaker 1: if I would ever finally get a chance to do 369 00:23:11,600 --> 00:23:14,760 Speaker 1: some kind of commercial radio as a host, which I 370 00:23:14,800 --> 00:23:18,800 Speaker 1: eventually did, then I already had I actually had probably 371 00:23:18,880 --> 00:23:22,199 Speaker 1: three or four years sitting behind a microphone doing a 372 00:23:22,240 --> 00:23:25,359 Speaker 1: community version of that, which still using all the same 373 00:23:25,359 --> 00:23:29,359 Speaker 1: stuff and developing the same skills and getting miles on 374 00:23:29,400 --> 00:23:33,520 Speaker 1: the old clock, so to speak. All Right, so we've 375 00:23:33,520 --> 00:23:36,200 Speaker 1: got three more. Third last one is promote and expand. 376 00:23:36,320 --> 00:23:38,399 Speaker 1: So whatever it is that you're doing, figure out how 377 00:23:38,440 --> 00:23:40,160 Speaker 1: you're going to share that with the world. How you're 378 00:23:40,160 --> 00:23:42,199 Speaker 1: going to get bums on seats, how you're going to 379 00:23:42,200 --> 00:23:45,680 Speaker 1: get eyes or ears on your product using social media, 380 00:23:45,800 --> 00:23:50,919 Speaker 1: using email, mailouts, marketing, or whatever platforms that you're going 381 00:23:50,960 --> 00:23:56,760 Speaker 1: to use for your audience. For me early days, of course, 382 00:23:56,800 --> 00:24:01,119 Speaker 1: it varies depending on what it is. But for a 383 00:24:01,119 --> 00:24:03,520 Speaker 1: lot of what I did, it was really just about 384 00:24:03,560 --> 00:24:06,840 Speaker 1: testimonials and people talking about my business or my brand 385 00:24:06,920 --> 00:24:12,080 Speaker 1: or my podcast. It was about people out there saying 386 00:24:12,119 --> 00:24:15,080 Speaker 1: I'm training with this guy. He's good or we get 387 00:24:15,119 --> 00:24:17,320 Speaker 1: great results, or he's funny, or he knows his stuff 388 00:24:17,400 --> 00:24:19,399 Speaker 1: or whatever it is. And then people reaching out to me, 389 00:24:19,800 --> 00:24:21,880 Speaker 1: not because I had a business card or a website 390 00:24:21,960 --> 00:24:25,199 Speaker 1: or not because I advertised, because I did not, but 391 00:24:25,680 --> 00:24:30,159 Speaker 1: my first one hundred clients, in fact, all of my 392 00:24:30,280 --> 00:24:33,879 Speaker 1: clients over the years, I'll be absolutely honest. I once 393 00:24:33,960 --> 00:24:38,560 Speaker 1: I got told by somebody that I should advertise, and 394 00:24:38,600 --> 00:24:41,080 Speaker 1: this is twenty five years ago, and I remember I 395 00:24:41,160 --> 00:24:44,840 Speaker 1: paid some obscene amounts to put a quarter of a 396 00:24:45,600 --> 00:24:48,760 Speaker 1: quarter of a page ad in the Yellow Pages. That's 397 00:24:48,800 --> 00:24:52,280 Speaker 1: how long ago it was. It was essentially pro the internet. 398 00:24:53,800 --> 00:24:57,040 Speaker 1: So I spent I don't know why, but the figure 399 00:24:57,080 --> 00:24:59,320 Speaker 1: twelve thousand dollars just came into my head. I think 400 00:24:59,359 --> 00:25:02,480 Speaker 1: I spent twelve one thousand dollars. I think it was 401 00:25:02,600 --> 00:25:09,040 Speaker 1: around the mid nineties. And to my memory, I don't 402 00:25:09,080 --> 00:25:12,879 Speaker 1: think I ever got one client. I probably did, but 403 00:25:12,960 --> 00:25:16,960 Speaker 1: I definitely got somewhere between zero and five. I can't 404 00:25:17,000 --> 00:25:21,480 Speaker 1: remember one, but there probably was one. So my entire 405 00:25:21,600 --> 00:25:25,000 Speaker 1: business of harp as the personal training facility, which for 406 00:25:25,080 --> 00:25:27,040 Speaker 1: a period of time was the biggest business of its 407 00:25:27,119 --> 00:25:29,639 Speaker 1: kind in the country. That was all through word of mouth, 408 00:25:30,119 --> 00:25:33,159 Speaker 1: that was all through doing a good job. And of 409 00:25:33,160 --> 00:25:36,560 Speaker 1: course it's different times now, but we got to the 410 00:25:36,560 --> 00:25:39,280 Speaker 1: stage where we over the years, employed hundreds and hundreds 411 00:25:39,280 --> 00:25:42,840 Speaker 1: of trainers, We had thousands of clients. We had three 412 00:25:42,840 --> 00:25:46,159 Speaker 1: different centers. At one stage we had Hampton and Brighton 413 00:25:46,200 --> 00:25:49,720 Speaker 1: and Corefield. We were doing over a thousand sessions a 414 00:25:49,760 --> 00:25:53,679 Speaker 1: week between the three centers. They're all profitable. It was 415 00:25:54,480 --> 00:25:56,600 Speaker 1: for a small business, it was a big business, if 416 00:25:56,680 --> 00:25:58,560 Speaker 1: you know what I mean. And none of that was 417 00:25:58,600 --> 00:26:03,520 Speaker 1: through media or marketing or advertising. So I am not 418 00:26:03,640 --> 00:26:07,600 Speaker 1: saying that advertising is bad, of course, especially in twenty 419 00:26:07,640 --> 00:26:10,840 Speaker 1: twenty four where we've got so much leverage or potential 420 00:26:10,920 --> 00:26:16,119 Speaker 1: leverage through the Internet and through websites and social media 421 00:26:16,200 --> 00:26:19,840 Speaker 1: and Instagram, Facebook and all of those things. But also, 422 00:26:19,920 --> 00:26:22,960 Speaker 1: I know, depending on the product, depending on the service, 423 00:26:23,000 --> 00:26:25,680 Speaker 1: depending on the thing it is that you are selling, 424 00:26:26,720 --> 00:26:30,680 Speaker 1: if you are really fucking good at that thing, you'll 425 00:26:30,680 --> 00:26:33,040 Speaker 1: get busy. You'll get busy. And I know that's a 426 00:26:33,040 --> 00:26:38,600 Speaker 1: little bit two thousand and three, that advice, but especially 427 00:26:38,640 --> 00:26:41,879 Speaker 1: in the server space, I still see it in twenty 428 00:26:41,880 --> 00:26:44,520 Speaker 1: twenty four, somebody that's great at what they do. They 429 00:26:44,560 --> 00:26:48,080 Speaker 1: could be a massage therapist, they could be an architect, 430 00:26:48,640 --> 00:26:52,439 Speaker 1: they could be a guy that I know. I'll give 431 00:26:52,440 --> 00:26:55,080 Speaker 1: a shout out to Chris. Chris builds fences and he's 432 00:26:55,119 --> 00:26:58,720 Speaker 1: fucking awesome at it. And he's always busy. And he's 433 00:26:58,760 --> 00:27:01,440 Speaker 1: always busy, not because he's got marketing and branding and 434 00:27:01,480 --> 00:27:04,720 Speaker 1: a website, and he's always busy because he's great at 435 00:27:04,760 --> 00:27:09,280 Speaker 1: what he does. So if you were good at what 436 00:27:09,320 --> 00:27:13,600 Speaker 1: you do, people will sell you. People will sell you. 437 00:27:15,880 --> 00:27:19,200 Speaker 1: Second last one, monitor and evaluate, So track your progress 438 00:27:19,240 --> 00:27:22,480 Speaker 1: against your goals. That's having some kind of assessment along 439 00:27:22,520 --> 00:27:28,400 Speaker 1: the way, make sure that you're reaching those intended KPIs, 440 00:27:29,240 --> 00:27:32,359 Speaker 1: And based on your data, based on your outcomes, you're 441 00:27:32,400 --> 00:27:36,719 Speaker 1: going to adjust your strategies and your protocol as needed 442 00:27:37,080 --> 00:27:41,000 Speaker 1: to work through the peaks and trusts and to refine, 443 00:27:41,400 --> 00:27:44,199 Speaker 1: to refine the thing that you're doing to make it 444 00:27:44,240 --> 00:27:49,159 Speaker 1: the most effective and the most successful. And then the 445 00:27:49,200 --> 00:27:52,920 Speaker 1: last one is just scale and sustain. Scale and sustain 446 00:27:53,480 --> 00:27:57,719 Speaker 1: so to expand reach and functionality based on demand. But 447 00:27:57,800 --> 00:28:02,359 Speaker 1: also I think with this there is a point I'm 448 00:28:02,400 --> 00:28:05,480 Speaker 1: going to put a little asterisk next to this. You know, yes, 449 00:28:05,560 --> 00:28:08,440 Speaker 1: we want to develop a plan for long, long term 450 00:28:08,520 --> 00:28:15,160 Speaker 1: sustainability and growth. But also I think there's a point 451 00:28:15,280 --> 00:28:22,680 Speaker 1: with many businesses and many services where it goes from 452 00:28:22,760 --> 00:28:28,960 Speaker 1: being ideal in lots of ways, where it's producing really 453 00:28:29,000 --> 00:28:34,400 Speaker 1: good income, it's not killing me, we've got a really 454 00:28:34,400 --> 00:28:37,879 Speaker 1: good brand, we're busy. There's not a huge amount of 455 00:28:37,920 --> 00:28:42,840 Speaker 1: stress and anxiety wrapped around it. And so I'm not 456 00:28:42,880 --> 00:28:47,800 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 00:28:52,080 --> 00:28:53,760 Speaker 1: you're in the middle of it what you think might 459 00:28:53,800 --> 00:29:00,160 Speaker 1: be about the right size and capacity for you in 460 00:29:00,240 --> 00:29:04,480 Speaker 1: terms of that business. For example, when I had three 461 00:29:04,560 --> 00:29:08,120 Speaker 1: gyms and I had two other businesses, and that were 462 00:29:08,320 --> 00:29:11,120 Speaker 1: also bricks and mortar businesses, so I have five different 463 00:29:11,280 --> 00:29:15,440 Speaker 1: lots of rent every week, and I was doing a 464 00:29:15,480 --> 00:29:18,400 Speaker 1: million things, and I had other things. I had corporate speaking, 465 00:29:18,440 --> 00:29:22,720 Speaker 1: I was running other programs, I was consulting. I had 466 00:29:22,760 --> 00:29:26,320 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 --> 00:29:32,080 Speaker 1: only about money and business and turnover and revenue and 469 00:29:32,120 --> 00:29:37,520 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 00:29:44,640 --> 00:29:48,640 Speaker 1: I think I should have or I could have potentially 472 00:29:48,680 --> 00:29:51,680 Speaker 1: stopped a little earlier in terms of figuring out what 473 00:29:51,880 --> 00:29:54,320 Speaker 1: was the best fit for me, in terms of the 474 00:29:54,400 --> 00:29:58,000 Speaker 1: size of the business, the number of staff, the things 475 00:29:58,000 --> 00:30:01,320 Speaker 1: that we offered and I've but again, that's just me, 476 00:30:01,640 --> 00:30:04,600 Speaker 1: that's just me. You might you know, sometimes the business 477 00:30:04,680 --> 00:30:08,719 Speaker 1: that's got three employees and it's turning over four x 478 00:30:09,560 --> 00:30:12,320 Speaker 1: is better than the business with one hundred employees that's 479 00:30:12,400 --> 00:30:17,360 Speaker 1: turning over two hundred x because the juice just ain't 480 00:30:17,400 --> 00:30:19,120 Speaker 1: worth the squeeze, if you know what I mean. Because 481 00:30:19,160 --> 00:30:22,040 Speaker 1: you get to the point where, yes, I'm making a 482 00:30:22,080 --> 00:30:26,000 Speaker 1: lot more money or we're much busier, but that's not 483 00:30:26,160 --> 00:30:31,320 Speaker 1: my only determinant of success and or wealth. Again, nothing 484 00:30:31,360 --> 00:30:34,880 Speaker 1: wrong with you know, I've got friends who are absolute 485 00:30:35,560 --> 00:30:38,680 Speaker 1: super duper entrepreneurs and they've got more things going on 486 00:30:38,720 --> 00:30:40,280 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 --> 00:30:47,800 Speaker 1: the ever expanding empire, they're good. They're good, and for them, 489 00:30:48,440 --> 00:30:51,600 Speaker 1: that model works. But there are people like me and 490 00:30:51,760 --> 00:30:54,800 Speaker 1: maybe you, for whom that model won't work. And it's 491 00:30:54,800 --> 00:30:58,160 Speaker 1: not that it won't necessarily work commercially, off financially, but 492 00:30:58,400 --> 00:31:03,200 Speaker 1: perhaps emotionally, psychologically, and even potentially from a health point 493 00:31:03,200 --> 00:31:07,800 Speaker 1: of physical health point of view anyway, Some thoughts on 494 00:31:07,880 --> 00:31:10,200 Speaker 1: turning your idea into reality.