Confidence Classic: How to PIVOT Fast and Turn Uncertainty Into Opportunity with Dean Graziosi

25:24And just a little bit, but just a little bit to know is I've been through four shifts in the economy. I've been through 9-11. I was in business for all of them. And I know how it can feel. I mean, listen, I just want to say if you feel uncertain, if you feel a little scared, if you feel like, oh, what am I going to do next? Congratulations for being human. I mean, I was there for the dot-com bust in the late 80s and a little recession in the 90s and then 9-11 and then 2007 when they call it the Great Recession. All of them were very unique. All of them, you had to have the skills to be winter-proof, and I want to go through some of those today.

26:00But that combined with the fact of stay inside, don't be social, you don't know if it's really going to get people sick or not, you worry about your family. It is uneasy times, but I want to tell you, in these uneasy, uncertain, unprecedented times, this really is, and I'm not just saying this, and I don't want to think I'm dismissing the fear, the worry, the stress you might have with your business or your career, but these really are the times that those that dig in, those who get innovative, those that find a way to be creative, those that can shift and pivot, will exponentially grow. because at the end of this, Heather, this too shall end, right?

26:35Every world war ended, everything that's been tragic, the Spanish flu, even before there was tech, it all ends. And I guess the biggest question you could ask yourself before we get into kind of more tactical stuff is, who do you want to be when this ends? Do you want to be someone that waited and hoped that someone else fixed it? That, you know, the president or the head of your government or country, you know, solved your problem or you're waiting to see when things open? Here's what I know. I don't know about you, Heather. I never had a Prince Charming come and save me. I never had money deposited into my bank account.

27:07And we have to be in control of where we're going. And I truly believe this is a great time to plant seeds. So you can look back in three or six months and say, during that shift, during that downtime, I filled myself with capabilities. I armed my toolbox. I got more powerful. I navigated new territory. And that's the people who will create innovation and shift. So again, I know that was kind of broad, but I just, I love sharing that because I have friends right now that are hustling and they found a new sense of energy and there's no money coming in and they're laying people off, but they found this innovation like our company has done and we're creating breakthroughs and we're actually doing better now than we were two months ago.

27:46And I have other friends that are literally sitting around Heather and waiting and complain like, what's this president going to do? Oh my God, what's our governor going to do? And I didn't get any of the PPP money. I'm not being a jerk. I just mean there's two ways to approach this and one is not going to come out so good and I think one's going to come out exponential and be on a whole nother level and not feel left behind. I agree with you wholeheartedly I think the challenge I know the challenge for me when we went to quarantine my number one revenue driver was my speaking business and to sit on the couch and really deal with the impact of what was happening financially there is that tendency to freeze for a minute and just saying, I can't believe this is happening.

28:27But then when you unfreeze, okay, how do I reboot and redirect? And, you know, for me, it was wondering, is this virtual speaking world a real world? Does that pay the same? You know, there's all these unknowns, no matter what your skill set is and what value you're bringing to the world, that transition to try to reinvent and to try to innovate under this time crunch and pressure, it's challenging. It is. I agree with that completely. but here's the thing the way I look at it again maybe having a few more years in this and I watched what happened in 9-11 and I watched what happened in 2017 and I realized there's only a limited amount of time you could pause and freeze like you just have to shorten that distance it is normal it is average I believe at least me I was born a pessimist who had to work really hard to be an optimist right my brain wants to tell me I'm not good enough I'm an imposter it's never going to work oh this is the one that finally it's going to pull the carpet out and you're done right My brain wants to tell me that, but you just got to overcome that as fast as you can.

29:23Because when a pendulum swings so far, like this shift in the world, you know, we have completely different, in the last two months, we're not in the same world as we were two months ago. Look at, we just, when we first got on, I said, are you sick of Zoom? Like, this is my, you know, fifth Zoom today, right? But the world has shifted so far, Heather, that when it goes back, it's never going to go back to where it was. And if you realize that now, instead of feeling like in the book, Who Moved My Cheese, going, I'm going to sit here and wait until my cheese is back. We got to get up and hustle.

29:53We have to go find new cheese. Like we've converted all of our training. I traveled the world. This is the longest I've been home in 24 years. My partner, Tony Robbins, longest he's been home in 38 years. But what we have to realize is no Prince Charming coming. The world has shifted. You got to take uncomfortable action. And I think that's the way we pivot. And one thing, again, I can go in a lot of directions, so feel free to reel me in. But I think this one thing is really important, is when a shift like this happens, Heather, our brain tells us, I can't believe we have to start over. Like, I was doing so good speaking, now I got to start over?

30:28And it's the biggest lie we could tell ourselves, because starting over feels heavy as crap. It's like a mountain on your back. Like, I've done all this work, and it's never starting over. You can't take away your wisdom, Heather, your capabilities, your ability to impact lives, to persuade, to negotiate, to be an extrovert, to light up an audience. All of those things are there. You overcame your fear to start your own business in the first place. We all have to remember the truth is no matter how hard things seem right now, we're all on third base. We're alive. We're healthy. We have life experiences.

31:00We're here to fight another day. And what we're doing is if you can visualize that no one can take away your experience, no one can take away, they might take away your resources, but the most successful people in the world didn't have resources, they're relentlessly resourceful. So this is your time to invoke your courage muscle. Courage isn't like taking action in the absence of fear. Courage is taking action when you're scared to death, right? So we have to invoke our courage muscle. We have to realize that we're already on third base. And the pivot is nothing more than figuring out the pendulum went way over to this side.

31:34How can I fit into where things are now, right? I don't have the answer for every different business. If I was with you face to face, maybe possibly, but some industries are struggling or going out while others are absolutely booming. So how can you take the being on third base, take your capabilities, invoke your courage muscle, take uncomfortable action, and then look to where things went and see how you can get a piece of that or alter your business to fit into that. So for you, the first thing that you did, I mean, you already had established a really strong sales funnel. You have this whole program that you've created.

32:12So I feel like for you, it was a little, was it easy to pivot during this time? One of our big revenues is that we do workshops in our office and I speak, I was on the road at least twice a month speaking someplace and we do high level workshops in our office. We can put 70 people. We made a custom place just for that. And there were people from a hundred plus countries. So all of that went away and we just sat down and pivoted and said, how can we make a virtual experience that doesn't feel like it's just a Zoom call when you're sitting in your living room? So like we just, I mean, for us personally, we obsessed on how do we play the right music?

32:46How do we do challenges? How do we mail them something in advance? If we're going to do a cocktail hour, you know, if you drink or not, let's send them a little mixer and a shaker so we can all have a cocktail hour together, have lunch delivered to their house. Like we came up with all of these creative ways to create an experience to shift and pivot because, you know, we had millions of dollars collected for events that we couldn't hold. We wanted to sell moving forward. So yeah, I mean, that's just in my own personal business, but I see a lot of people innovating like crazy. And I also have other friends that are, like I said, sitting around and waiting for it to go back to where it was.

33:17You know, you brought up the 2008-09 recession. And for me, I was in corporate America at the time leading a company. And I was so overcome by fear and this sense of gratitude, ill position. I took it as gratitude as I'm so grateful I have a job during this time. I'm so grateful that they're giving me three other jobs to do because they fired a third of the workforce. And I'm grateful to take that work on. Instead of thinking, wow, I'm a really talented person who is, this company is lucky that I'm in a leadership position in order to turn things around and improve, you know, and take advantage of opportunity.

33:54I didn't think like that. So I didn't look at real estate as an opportunity. I didn't pick my head up to look around outside of my bubble and stop saying, oh, I'm just so lucky I'm getting paid right now and look beyond that. What are some of the things that you see when you pick your head up right now and look beyond as opportunities in this new virtual world? I think, I think this is really important. If you, you know, take what serves you from this interview and throw the rest away. But if we are going to be socially distanced, right? And even when they say you don't have to be socially distant, it's going to take a long time for people to feel comfortable.

34:25I might feel one way, Heather, you might not care, but I see when you go out right now, people, I walk down my street, I take a walk and a run almost every day. And if I pass somebody, I can see them a quarter of a mile up, they'll cross to the other side of the street. Right? I mean, so if we're socially distancing, what are some of the things you can do in your life and your business that would create a virtual connection? I think if you want to give one of the trends right now is self education. It's one of my passions. It's what saved my life. There's two thirds of the world home right now learning on computer when my daughter wants to learn a, you She's into art and she was looking to take an advanced training.

35:01She didn't look at local college courses. She didn't look at her high school. She didn't look for a teacher. She went on YouTube and found a woman in the Midwest teaching art. People are just learning from other people. So we know the self-education industry, the knowledge industry is exponentially growing. How do you create virtual connections? I see our Facebook groups. We have three or four Facebook groups. They were always really highly engaged. Now they're off the charts. There's people posting in one of my Facebook groups that used to average, say, 10 ,000 posts a month. Last month, 138 ,000 posts in the Facebook group because people need connection.

35:35We are, we're humans. We need to be around people. So we're looking for virtual connection, but we're not just looking for a group. We're not just looking to scroll on Instagram. We want to be a part of something bigger than yourself. I know this sounds, this is going to maybe sounds gross, but someone said once, we're born with our umbilical cord and it's cut. and then we spend the rest of our life walking around looking for a place to plug it back in. I've never heard that analogy. It's a really kind of gross analogy, but it really makes sense. We're trying to plug into something where we feel a part of something bigger than ourselves.

36:06As entrepreneurs, being an entrepreneur is one of the loneliest things in the history of the world. Like when I wanted to do something different when I was young and my parents thought I was an idiot and my sister thought I was crazy, like my parents weren't that close to me because it seemed weird. My sister sat down with me and gave me an intervention like I was a gambling addict, like telling me I was crazy for want to do this. I didn't go to school. I didn't have the money. I didn't have the resources, didn't have the education, didn't have the business experience, like everything possible.

36:31I remember friends going, oh, Dean's a dreamer. And I guess remember feeling more distant and distant. And you listening right now, you might feel a little alone in your dreams, right? So how do we find this place where we, it's like cheers, the old show, like everybody knows your name and they're glad they came. I would say to you, Heather, and anybody even in possibly your profession, How do you take, or in any industry, how do you take what you're currently doing and take your community that you may already have? And how do you take it to a whole nother level? And now that you're home, like some of the communities I barely went in, I'd go in and read, but now I'm going live in these communities every week.

37:04And it's literally exponentially growing my business because someone's over in a dead community or it's just them. And they bounce over to mine like, oh, my God, this guy's in here every week. He's delivering free value. I'm going to buy whatever this guy has. right? So we have these opportunity pockets that you just have to be, I keep using a silly word of an investigative reporter, like be obsessive. What are the trends? What are some of the things you're doing right now as a habit that wasn't a habit two and a half months ago? Eating my son's M &Ms. Oh my God. Listen, I'm not a big sugar person, but I have to tell you this quarantine because there's not much else.

37:42I'm fighting not to have, you know what? All right. I'm going to just get out of character here for a second and say, I haven't had like sugary cereals since I was a kid. I grew up on Lucky Charms, Captain Crunch, Fruit Loops. I haven't had it in decades. We were at the store about a month ago and I brought my son. We had masks on and our gloves and there was nobody there. We went like six in the morning. He's like, dad, can we get cereal? I'm like, oh my God, I used to have all these. We bought Frosted Mini. I'm now completely upset. I can't go to bed without a bowl of cereal. I'm like, I have to go to therapy now to get rid of cereal.

38:11You and the rest of the world, we are all in that same challenge together. And our friend Ed Milet even posted something the other day that he's gaining a little bit of weight too. So I think we're all in that part together. Ed's such a good dude. He's such a good dude. Meet a different guest each week.

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41:32I think no matter what it is you do, and maybe, you know, again, I'm not sure what you do and your concerns, and maybe you might be thinking, well, it's easy for you, Dean, or easy for you, Heather, you're online, but every industry and everything you're thinking about doing, or you're currently doing, if you can find a way to virtually connect people, they just want to be a part of something. And I'll give you three other things, and this might be too specific, but people want live, not pre-recorded, right? If you're online and you got a Facebook group and you dumped a video in every day, it's completely different than if you went live in that Facebook group three days a week.

42:06Everybody's home, right? The internet usage right now is double what it was three months ago around the world, right? People are sick of going and just watching a rehashed video and they've watched all their Netflix show. They want live interaction. They want to feel you. They want real. They don't want the perfect you with the polished video. They just want the real you. So I'm finding real, raw, transparent, open community, virtual connection is really an unfair advantage that most people aren't taking advantage of. Are you doing that with your employees virtually too, to keep them engaged? That's one of the questions I hear from a lot of leaders right now as they're struggling with that disconnect with their team and sense of camaraderie?

42:42We have two things we've done. We all do a Zoom meeting, but we're all on Voxer as well. And I communicate with my team all day on Voxer and I have different buckets. So I have Voxer for the entire company and Voxer is just an app to communicate. If you don't, if you guys don't know, it's just easy to do voice memos and stuff. And then I have a Voxer set up for each department, marketing, production, customer service, accounting. So if I want to inspire each one, and I don't go a week without at least one message to each of them and get updates. So we weren't virtual. We were 87 people in my one company.

43:15We were all together in one room, one big building. And then overnight we were virtual. So I think it's imperative that you keep connection. You have to paint the vision now more than ever. The biggest sales job we ever have to do to achieve success is a sales job on ourselves. So I would say whatever it is, your goal is for your company, you got to get up in the morning and you got to put your big boy or big girl pants on and you got to sell yourself on where you want to go. You can't focus on what could go wrong if this stays. Believe me, I do that and we cripple ourselves and it never helps me.

43:45Not in the history of my career has thinking of what could go wrong brought me forward. Never once. So we got to find a way not to do it. You got to sell yourself on where you go and when you get in that state, you got to sell your team. That reminds me of a point that you made in one of your earlier books where you create that image of that negative person that you can be and where that was taking you, what that looked like and name that person and then create that new upgraded image of speaking positively to yourself, the words that you choose and that vision for your future and comparing those very stark differences.

44:17Yeah, Heather, I don't know about you, but I still, listen, personal growth is my life. I've been in it for 20 plus years. I have two New York Times bestselling books on personal growth. and still, I still have that voice that tells me it's not gonna work out, that I'm an imposter, that this is the big one, like I'm not gonna get through this one. I still have that and I just know if that voice is even a little bit louder than the positive voice, I cripple myself. I don't get in flow state, I don't create innovation, I don't think it could work. I go into more of like savings, like how can I save and I'm looking to play defense.

44:48And listen, we all know we can't save our way to success. It's impossible. It's like a football team playing defense only and not going out when it's offense time. Like you can't become wealthy. You can't create freedom in your life. We have to have innovation. We have to play offense. So we have to protect that. So I do everything in my power to observe those thoughts of that. I call it my inner villain. If you read that book, I think it's this inner villain that's crippled me way too much. And I try to awaken my inner hero that shuts that voice down. And if it was a game, the inner hero usually wins about 51 to 49.

45:22Like it's still a close game, but that's all you need. Yeah, I talk a lot about firing the villains in your life and how you set yourself up to take off when you do that, when you get rid of that negative person. And I like how you spoke about the villain too. Sometimes that villain is ourselves. And sometimes villain is a harsh word for people to really correlate. I had seen an interview that you did last year or the year before when you had just gotten divorced and talked about how your business really started accelerating after you had gotten yourself out of a situation where you weren't at your best.

45:52You weren't, you know, your happiest. And then as you made some changes and evolved, things really started taking off even further. And I love this conversation, by the way. It's a pleasure to meet you in person here. Well, Zoom, right? The new in person. And I have to tell you, I always realized this in business that our next level of life lives on the other side of the thing we fear the most. But it never really hit me at the depth it did. Like it was almost intuitive or unconscious. I did that in my business. Like I climbed this mountain, but I got to climb that next mountain. I know it's brutal, but I got to like business.

46:23It was like built in my DNA. I don't know why, but it was. And then all of a sudden, and some people face this in business. And why I want to share that is when it came to my relationship, I did go through a divorce and I had two children and I was a product of divorce, many divorces. My parents were divorced like eight times between them, nine times between them and married and divorced nine times. And it hit something inside of me that made me so fearful that I was going to do to my kids what I never wanted done to me. And it caused this crippling, like I had anxiety, I'd never had anxiety before.

46:52I was having like crazy anxiety. Like I was popping Xanax twice a week just so I could sleep. And I'd never take, I don't even take aspirin. I take Xanax twice a week. I'd have a glass of wine once a week. I didn't want to be alone. I needed music playing like I was going because I wasn't facing it. I wasn't like addressing it and I wanted it to go away. And it was, it was just this craziest time in my life. And I have to be honest, I didn't realize that it affected my relationships with dear friends and business partners. It was affecting my business. And I thought I'm a man, I got this, I'm strong.

47:24I can, I can handle this. But it was on my mind every day. And when I finally made the commitment, when I finally made the commitment and said, Hey, we've been trying for a long time. My ex is a dear friend now, but I needed it to go. It's like, I finally turned my ship into the storm. Like I was afraid for my kids. I was afraid for all these things. And that's, can't that be when we want to start or scale our business? Like we had the comfy job. Like last time you were happy that you took on three different roles and you're like, I don't want to start my own thing. That's the thing I fear. I'm looking like, I want it, but I look away.

47:53I'm not sure. Right. But one day you, you still, I don't know if it was an epiphany or a day where you had enough or a day where the someone pulls the carpet out and you lose your job and you go enough of this I'm taking my ship through the storm and I'm prepared to see what's on the other side and that's what I did in my in ending my relationship and I can't even tell you how afraid I was like the most fearful in my life and I've had some crazy things happen in my life in my childhood we all got stuff but this was crippling to me until it wasn't and I made a decision no matter what was going to happen in my life I was going to face this and I would end up better friends with my ex than before we started.

48:30And that was my two, I was going to replace anger with compassion. And I have to tell you, when I got to the other side, like I have these crazy metaphors, like my ship was in a bay and it was calm and there was other nice ships, but I wasn't happy in that bay. And I was miserable in that bay, but maybe I should have felt happy. I was making money. I'm successful. I have two kids. And then one day I was like, enough. And again, that metaphor, I turned my ship into the storm and it was brutal, sleepless nights, Xanax, friends. I flew to my buddy Tony Robbins house and spent two days by buddy, Dr.

49:00Amen. I'm blessed to have all these great. And I went through kind of like hell for a while. And then one day it was over and I was on the other side. And again, this silly metaphor, but my ship was out of the storm and I was in a whole different world. I navigated new territory. And I have to tell you, it was like 4 ,000 pounds were lifted. My kids started thriving on a whole nother level. I built a real friendship with my ex. I made a list of the kind of man I needed to be to attract the woman I wanted. And I remember I'm like, I'm not going out to look for dates. I'm going to be a better version of me.

49:30And I like had all this energy. My business started to flourish. My team's like, you're on fire. My videos were different. And I attracted the love of my life. Now I'm three years in. We have a seven week old baby. I'm beyond happy. My kids are thriving. My ex is on fire. But it never would have happened, Heather. And if I went too deep on that, I'm sorry. But it never would have happened if I didn't face that fear. And maybe if that's what you get out of this today, there's something you're avoiding. There's something you might be afraid of. There's something you're uncertain of. There's something that you think you need more confidence to do.

50:01I'm gonna tell you, your life will never grow unless you face it. Oh, that's such a great story. And thank you so much for getting into that detail because I know for sure you just helped a lot of people. And even for myself, just hearing you say that, that is, you explained, when I was sitting in corporate America, I wasn't happy and I knew that I could do more. And I believed in myself so much, but I couldn't look at that opportunity because, and then there was a list of excuses why, a list of reasons why I couldn't look, a list of why I'd be selfish or I'd be crazy or it wouldn't work. All these self-doubts that came up would keep me looking away.

50:36And going through that storm is never easy. And I get so frustrated when people say, you know, Gary Vaynerchuk is a big fan of saying, enjoy the journey, F you. I've been through the journey. The journey is hard in the beginning. Yeah, the journey's great once you're established, you've got your blueprint to success, right? and you built up your strategies, your funnels, whatever. But that beginning, when you really go through that storm, it's difficult, but it's so worth it. It's so funny you said that. I agree the same thing. That journey sucked. It was the worst six months of my entire life.

51:07Like I'm telling you, I didn't know what to do with myself. I've never been claustrophobic. Like I was going through, I get on a plane. I'm like, I can't sit in this plane. It's too small. It was the weirdest stuff ever. It was a terrible journey, but I am a better human being. I'm a better dad. I'm a better man. I have more empathy, more compassion. I want to serve at a higher level because I went through that journey. And I have to tell you something. You said something that's really kind of a part of my DNA. I met a guy named Dave Keckage and he was jogging at a younger age and he got hit by a car and he was paralyzed from the neck down.

51:37And such a positive guy. And I meet this guy and he's got Keckage credos. He's got this little pamphlet that folds out and it's all his one-liners that he lives by. And one of them has always stuck out. And it said, living the hard way is easy and living the easy way is hard. And it just, like, think about it. It's easy to order pizza and, you know, fried food at McDonald's and sit on the couch and binge on Netflix. That's easy. But it's really hard when you're 60 years old and you have diabetes and you're out of shape and you can't play with your kids, right? It's really easy to neglect a relationship, go out and be unfaithful, drink, party, forget about it.

52:11But it's really hard if that causes the end of a marriage or split of a family, right? And it's the same thing in business. sometimes it's easy to say, ah, you know, I'll just stay with this job. I get a paycheck every day. And while the economy shifted, I still have a job. That's easy, but it's really hard when you're older and you don't have the freedom and time control and go to little league games or games with your kids or vacation with your family or, or do the things you always dreamed of or, or explore the world or retire and actually have money in the bank and not relying on social security or a little bit of a pension that you put together.

52:45So when I think about that, it makes me want to work hard now to plant seeds, right? Silly analogy. Farmers, when they got to clear land and get rid of the trees and plow it up and plant seeds, you plant this little tiny seed and you got to wait months. But when they plant the seed, eventually they harvest and have a crop. There's so many people staring at the field going, oh, I'd have to cut the trees. Then I'd have to plow the field. Oh, then I got to water those seeds. Nah, that's hard. But life is hard. Having a boss telling you what to do and you're not happy, that's hard. Not having control to do what you want when you want to do it, that's hard.

53:18Not living into your full potential that God or whatever you believe the universe gave you, that's probably the hardest thing in the world. So why not live a little harder now so you can live easier for many lives, you know, many generations to come.

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55:01Refresh your wardrobe with quince. Don't wait. Go to quince.com slash confidence for free shipping on your order and 365 day returns. Now available in Canada too. That's Q-U-I-N-C-E dot com slash confidence to get free shipping and 365 day returns. Quince.com slash confidence. I ask you to try to find your passion. What just came to mind for me when you were explaining that is this realization I didn't think about a lot when I was in corporate America, which is that if you aren't making money when you're sleeping, you're going to be working for the rest of your life. And when you're in that corporate America mentality, you're in this well-lit space and no one's talking about stuff like that.

55:48You know, those conversations aren't had and having side companies and finding ways to find real wealth. Those conversations don't happen. And as an entrepreneur, those are the things you start realizing, wait a minute, I need to create a product that can sell 24 seven, I need to create a product that can be automated that doesn't take so much hand holding, I need to transfer my value, my skills and assets in a unique way, and different deliverables that can produce revenue for me long term. And that's a real shift in thinking. And I know that that's something that you've been doing for a really long time.

56:20Yeah, you know, I'm going to put a little thorn on everybody's side right now. If you're a part of the time and effort community, you can never get ahead. It doesn't matter if you're an attorney who gets$2 ,000 an hour, you still have to work an hour to get$2 ,000. You'll always be measured by the time and it's the time and effort community. And you're right. Sometimes I forget that, you know, you're thinking, oh, I can get the raise. Like, oh my God, the raise is still just a raise on your time and effort where you can't have exponential results, right? Again, remember I was saying about being an investigative reporter.

56:51Maybe this is a time to finally, and maybe you're already in the digital economy. Maybe this is a time to stop thinking about it. You already see other people getting ahead. You already know that the world is online. You already know that people are buying products, services. They're buying information now more than ever. The knowledge industry is heading towards what Forbes said, a billion dollars a day, Heather, like a billion a day. You already know that technology has been simplified through things like Kajabi and ClickFunnels and great sources out there. You already know that people are saying no to going back to college.

57:21They're saying no to trial and error. They're saying yes to learn from people who've already been there, to learn from a Heather who was in corporate America and now has done their own thing, or the regular person who's just been through an experience and came out on the other side. So all I'd say is this is a time to not look back and say, yeah, I watched every Netflix series that there was, or I got sucked into the news. Be obsessive and find something you can do that when you're asleep, you could make revenue. And listen, if you're not there, it's gotta sound really difficult. Like, where do I start?

57:52Just keep digging, find someone who's been there, find someone who's sharing their knowledge and has real experience. It's not too crowded. I don't think we've even seen the surface of what you can do online. I think there's a whole nother level of self-education, knowledge industry, information age, whatever you wanna call it, but you just gotta be hungry. And like I said, do a little bit of the hard work now. If it took you two years from today to have whatever revenue you feel is amazing coming in on a monthly basis, no matter what you did, would it be worth the next two years? You're going to work hard for the next two years anyway.

58:25Like you're going to deal with people letting you down. You're going to deal with bad days. You're going to deal with people being sneaky behind your back. You're going to deal with disappointment. It's all going to happen anyway. So if it's going to happen anyway, then maybe it's time to shift that mindset like you did, Heather, from corporate thinking to entrepreneurial thinking. You know, the more that you do that too, the more that becomes your new norm, which I find really comforting. When the pandemic hit, I thought, okay, how can I pivot? What's a new revenue stream digital only? And I decided to launch my first ever mentoring program.

58:57Never done it. I've never taken one. Oh,

59:09I'm proud of you. People didn't know how to price it. Didn't know how to outline the curriculum. Didn't know how to automate it. Nothing. I did not know. And it's so important for people to hear that because I made mistakes and I'm way too high touch and I charge way too little. And it's been crushing me this month because the time commitment I made was overwhelming. However, all these mistakes taught me there's a better way to do it. And now I've been spending my time researching. How can I automate? How can I connect this app to that app so they can speak to each other and send the email without me ever being involved?

59:42How can I set up the online video course to connect to my calendar? It's just so interesting how, for me, it's like reinventing a wheel because I didn't have the blueprint that somebody out there has that you have. But you know what? You can create it on your own and maybe you're going to create it a little bit better and different. And here's the thing. This is when your back's against the wall is when innovation happens. When things are fat and happy and money's coming in and everything's good, it's like, oh, I'm just going to leave it the way it is. Don't mess with it. It's like, don't mess with it.

1:00:09You had to mess with it, Heather. And here's the thing, you're gonna figure out the nuances and the goods and the bads, and you're gonna find a software that helps solve this problem, and you're gonna help find a new way to communicate. And by the time you're six months in, you'll have a dialed-in program that'll generate revenue while you're impacting lives. I'm proud of you. I'm so glad that you're doing it because the world needs it. And did you enroll people into it? Of course, I sold it out, Dean, come on. Okay, that's what I thought. That's what I thought. Yeah, so I, well, because I had undervalued the program, but I'm a big believer in my background in sales and that the testimonials that I get and the recommendations and reviews of my work are everything.

1:00:46That's my best sales tool. So I needed to ensure for myself, number one, a money back guarantee. And number two, that I was going to get great deliverables on the end on the testimony side so I could advertise it moving forward. Absolutely. And so I'm halfway through the month. These guys are so happy. They're, you know, I'm exhausted and going crazy, but I can get through the month. And now I've already raised the prices for my next month's offering. I'm tightening up a number of different things. So next month will be so much easier. And then I want to continue to evolve it in that regard. And the whole key to it was just getting started, just doing it, even though I didn't have the blueprint.

1:01:20Yeah, and just think about, again, the pendulum swings, right? So let's just say over the next six months, you are going to completely master it. Plus, I'm going to send you a gift when we're off. I'm going to have my team send you something that'll help you so many. Take what serves you from it, throw the rest away, but you're going to love it. But the pendulum swings so far, let's forward six months. what I was saying before. This is dialed in. You're charging what you should be charging. You're getting massive impact for your team or for the girls and the guys that are learning from you. If you found it where it wasn't an inconvenience, in fact, it lit you up because you knew you were changing lives.

1:01:51It didn't feel overwhelming anymore because you figured out the nuances and you had Calendee and you had Zapier sending over your pieces and you had ClickFunnels collecting the money and Stripe was putting the money in your bank account and the girls and the guys were absolutely loving it. Would you ever stop doing this in seven months if it brought you that kind of revenue and that kind of impact? Okay. And sometimes maybe this is just me, but we get asked to speak someplace and you're like, oh, I got to go there. It's going to take, you know, I got to go to planes and I don't know. Oh, maybe I can.

1:02:21In six months when that changes, you might go, I'm not taking any speaking gigs unless I double my revenue and it's going to a place that I love. And I did that a few years ago. I just, whatever I charged to speak, I doubled it. And I I said, I'm only going to places I love. And nobody said no. But I had the confidence to do that because I had ongoing revenue like you're creating right now. If I didn't speak that month, I still had great revenue coming in from my automated processes. That's where wealth compounds. When you have the courage to say no to certain things and you have revenue coming in, you could raise your prices, be more selective.

1:02:55And it's the confidence muscle, right? We start with courage. It takes courage to get started. but then once you start learning the capabilities and the capabilities turn to wisdom, then you start getting the confidence. Wow, what you just described is total freedom and I'm so excited because I feel like I'm along that path and for anyone that's listening right now and hasn't started this path, this is the wake-up call to do it right now. Everyone should have that freedom. Yeah, if you haven't started yet, when is the perfect time to start? When your kids are older, when you have more confidence, when your spouse supports you more because they think you're crazy or like, there's never a perfect time.

1:03:32Like, is there ever a perfect time to have a baby? Like I was just telling you before we started, Heather, I got a seven week old. I had complete baby amnesia. I totally forgot every two hours you're up. You know, my wife's handling most of it, I have to say, but I'm up with her every two hours, right? Completely forget. There's never a great time to have the baby. Well, simultaneously, it's the greatest gift in the history of the world. I don't like anything more in the world than being a dad, right? But it's never convenient. You feeling uncomfortable about starting or scaling your own thing is never convenient, but when is it gonna be, right?

1:04:03So why not start now? If you know you gotta get through the uncomfortable, take uncomfortable action, we might as well start taking uncomfortable action now. While in quarantine, because God knows it's uncomfortable enough. Let's add a little bit more on. We can do it. All right, so not only do you have a new baby, but you actually have a new book, Underdog Advantage. Can you tell us a little bit about it? Yeah, you know, it's so funny. I wrote this book. It's my sixth book. My previous book was Millionaire Success Habits, and I loved that. I kind of went upstream to give people the habits for success.

1:04:32It didn't teach people how to get rich. It taught people the habits so they could create sustainable success. And then the underdog advantage was I wanted to go upstream even more. I use that terminology, right? It's like people are always looking for the way to get rich overnight. I'm like, how many times does that work? The six figures in six days kind of thing. Like, has it ever worked? You had the wrong habits. And so I was thinking, what's next? And I looked back in my own life and I looked at some of the most successful people in the world. And I geeked out on successful people throughout history from George Washington, Abraham Lincoln, from athletes.

1:05:04And all of them had this thing in common. They were underdogs. And I realized what most people still will DM me, and Heather, you probably see this too. People DM me, dude, I got this great idea. If you give me a hundred grand, I'll make millions. Like I always get people say, partner with me. And what I realized is most people think they need resources to be successful, right? They need the money. And if you think about it, how many people hit lotto and go broke, right? All of them, I think. Yeah, right? And how many people are trusts, I don't know about you, but I know a couple of trust fund people.

1:05:34I've never met a trust fund kid that had all, or adult that had the money and had happiness or had joy or had success in their life. I know a lot of them that have substance abuse, but it's like the resources didn't do crap for them. I also know people that are obsessive with raising money for new companies. They're on their fifth one. They raise the resources, but the companies fail. And it just, this correlation is, We think we need resources and we don't. We're born with gifts and they could be unlocked through resourcefulness. If I could leave my kids money or resourcefulness, I would pick resourcefulness 100 % of the time.

1:06:07And that is a gift that I think we all need to unlock. So I went through and said, man, I was an underdog. Most people feel like an underdog. I'm not an underdog anymore, but I keep an underdog mindset. Heather, I still play like I'm 10 points down. I do. And everything I attack, I attack it like I'm going to lose, like I'm going to go broke, like I'm going to be homeless. Like when I was a kid, I was, right? But I still feel that. And it gives me a competitive edge. So one day about two years ago, my nephew, who is just this amazing kid, he's 27 years old. He works for me. My sister, neither one of them, we didn't have money when we grew up.

1:06:42We lived in a trailer park and all that. My sister went on to be incredibly successful. She was the best mom ever. Her husband's a great guy. My nephew just comes from this perfect family, came out and moved here. And one day we're sitting around and I'm thinking, I'm literally thinking about writing a book called The Underdog Advantage. Teach people how to turn disadvantages in their life into their superpower, right? And my nephew who, you couldn't have a better childhood and he says it all the time. He says, wow, Uncle Dean, I feel like I'm an underdog because I didn't have a crappy childhood like you.

1:07:10So I don't have as much desire as you do. So he literally said to me, he felt like an underdog because his childhood was too good and he wasn't that hungry. Now he's shifted that mindset. He's a monster right now. But it just at that moment. I'm like I'm writing a book called the underdog advantage because we all feel like an underdog. So too many people use it as an excuse that it's holding them back. And I wanted to just give people the breakthrough and go no, that's actually your gift from God. You just need to know how to turn it into fuel, not an anchor. Wow, that is really empowering. Because first of all, it makes you feel like in good company, because all these different people that you're noting and all this research that you did into history, but I find it thoroughly entertaining that your nephew felt that he was an underdog as well.

1:07:52Because his life was too good. That is unbelievable. So where can everyone find the book? It's on Amazon, of course, or you can go to deansbook.com. Deansbook.com. It's a really great read. Everybody's enjoying it. I think it's going to outperform Millionaire Success Habits. We're about in a million copies right now. I think this one's going to pass it. It's a really solid book. And at deansbook.com, if you pay the shipping and handling, I paid for the book. So I think you get a copy for like seven bucks compared to Amazon is 19. But either way, it's a great read. It's perfect for what's going on in the world right now.

1:08:23I didn't write it. I didn't know this was coming. But I think we all feel like underdogs right now. So it's the perfect read. Dane, thank you so much for all that you do. I just have to let people know your energy is so good. And you're so real. And I'm just so grateful for you making time today for all of us. We appreciate you. Oh, thank you, Heather. It's a pleasure spending time with you. If there's anything I could do for you, let me know and everybody listening listen just remember that this will end and who are you going to be at the end of this so start today we'll be right back i ask you to try to find your passion i hope you loved meeting dean as much as i did i'm a super fan of his now i told him off air that he is such the real deal and such a nice and kind person which i think is the biggest compliment i could ever when you're real and kind and heartfelt.

1:09:08What else can you say? You're amazing. So he is the real deal. His energy comes through crystal clear. I'm so grateful to have met him. I'm following him now on all social media and I'm in touch with his assistants and I'm super happy I got to meet him. I really hope you got a lot of value from him. I certainly did. He's extraordinary. Okay, so quick pivot and this is one of the longest podcasts ever because I'm going off on rants, but real quick, I just want to close here with a little bit of info for you on what's happening with my main mentoring program because I have been receiving a lot of questions about it.

1:09:44People want to know what's happening with my mentees, my team, my team OG, my original gangsters. So I have one person that quit a job and got hired for another one. Heck yeah, things are happening in the pandemic, people. I have another person that is launching a business and gave herself 100 days to code and create the product and she is killing it showing up on social media which she had never done before the motivation and momentum this woman has is sick i'm so proud of her we have a therapist that's launching a whole new online business which she had never done and i'm super grateful to watch all of her success so there's so many different people achieving so many different layers of success one woman who's really fascinating have been sitting on an idea for years and we went through the business plan and what she needed to do to launch it.

1:10:37And through that process, she realized that's not her passion. And instead her passion was interior design. So we gave her a deadline on that. And now she's pivoting everything to go all in. So here's the thing. You don't have to do my course, but you need to do something, right? If you're not happy, if you're not achieving your potential, if you're not holding yourself accountable, tap somebody and enlist them to hold you accountable. Tap somebody that's been there, that's light years ahead of you now and get in their program or work with them or just partner with them. But hold yourself accountable to achieving your goals and reaching your flipping potential because there is nothing bigger of a waste than never realizing your true value, finding your purpose and reaching your potential.

1:11:24That's my message today. I hope you are doing great, staying safe and creating confidence in every decision you make, at least most of them, because I'm certainly not perfect. Can't wait to see you next week. And as always, subscribe, rate, and review. It means the world to me. Till next week, keep creating confidence.

1:11:58in a while, you could miss it. I'm on this journey with me.