How to be a Leader in Business—Rather than Merely a Business Leader with Arthur Samuel Joseph

0:01Boom! Shake the room, Fire Nation. JLD here and welcome to Entrepreneurs on Fire. brought to you by the HubSpot Podcast Network, the audio destination for business professionals with great shows like This Old Marketing. Today, we'll be breaking down how to be a leader in business rather than merely a business leader. To drop these vibe bombs, I brought to Arthur Samuel Joseph into EO Fire Studios. Arthur is a global thought leader on communication, has authored several books, including Vocal Leadership, Seven Minutes a Day to Communication Mastery, and is the founder of Vocal Awareness Institute.

0:32And today, FarNation, we'll talk about empowerment through voice, the power of the little black dot, how to make voice visual, and oh, so much more. And a big thank you for sponsoring today's episode goes to Arthur and our sponsors. The Next Wave, your chief AI officer, hosted by Matt Wolf and Nathan Lance, is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. AI technology is transforming the way we do business, and the media landscape is fragmented. The Next Wave strives to be the leading podcast on AI technology and how you can apply it to growing your business.

1:04Listen to The Next Wave wherever you get your podcasts. Are you looking to start or grow a successful business? Attend the world's highest rated business growth workshop taught personally by Clay Clark and featuring Robert Kiyosaki and Eric Trump at thrivetimeshow.com slash EO fire. Again, request life changing tickets today at thrivetimeshow.com slash EO fire. Arthur, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with? Claiming our power. We're taught, oh, you shouldn't act like that. What will people think? Oh, you sound arrogant.

1:45Don't say that. So if I say, John, vocal awareness is extraordinary work versus John, vocal awareness is extraordinary work. That's my truth. So where am I going with this, the concept of hubris means blaspheming the gods. But as you know, I teach great artists, I teach great athletes, and in their performance mode, in their athletic competition, they are totally self-focused, totally hubristic on being and doing their very best. But that is scary for most of us out here in the lay world. And so the greatest challenge is claiming my power and not being afraid of what you think of me while I'm simply being myself.

2:30Fire Nation, I think you can already hear the power of voice and how Arthur uses it. I mean, it's a masterclass in motion. So we're going to be talking about how to be a leader in business rather than merely a business leader. And I do want to focus on voice, Arthur, because as I mentioned in the intro, like that's you. I mean, you are a master. And I want to talk specifically about the empowerment through voice. So take it away. I'm here in Amsterdam working with the CEO of a global tech company. And he is next week is getting ready to do a keynote at Web Summit in front of 70 ,000 people. He's 37 years old, never done this at that level in his life.

3:13And yesterday at his team meeting with about 60 of his executive team, he was going to present this speech, and he wanted to do it from memory, but he wasn't quite ready to do it from memory. So I taught him about solitude quite recently. I said, to give him a quote from Thomas Mann's Death in Venice, where he says that solitude gives birth to the original in us, to beauty unfamiliar and perilous, to poetry. And then he went outside on the balcony at the hotel we were staying in for 15 minutes, walking back and forth, which is his nature, memorizing this speech. And before he went up in front of his team, I said, remember two things, please.

4:00The third ritual of vocal awareness, which is to allow a slow, silent, conscious, loving breath and enjoy it while we do so. That takes five to seven seconds. And the sixth ritual a vocal awareness of the seven rituals. Be in your deeper listening. Listen to the inner voice within yourself, capital S self, two words, and just observe you. So he used his conscious loving breath to take the time he needed because he's also learning what I've shared with you in the past, that space has value. I'm a classically trained singer, and a song without a rest is not the same piece of music. So he was using space to gather his thought, to listen within himself, and to hold the power of who he is in this hubristic nature that I was just speaking of.

4:59And afterwards, with this big beatific smile on his face, all six foot three of him bent over and hugged me and said, CLB is really cool. And it was a tender moment of a powerful, empowering moment for him. And as you know, my whole vision is to help all those I work with to achieve their own enlightenment and enjoy their own empowerment. And there was a moment of helping a human being tap into what was possible and was glorious. Arthur, I want to talk about the little black dot. You believe in the power of the little black dot, and I want to know, what is this power? Say this phrase, voice is power.

5:49Voice is power. Now see that little black dot circled, and we're going to breathe five seconds deeper, deeper, when you're ready. we're going to speak on the exhale in three deeper deeper deeper and the statement one more time john voice is power you feel that of course yes now the power of that little black dot there's a trademark piece of vocal awareness called visceral language all of my speeches i write from my clients, including my client yesterday, they're all annotated in visceral language. As a singer, I look at music and it tells me everything to do. But those of us who give talks, PowerPoint presentations, whatever it may be, we just have words.

6:46And words are just words, like I'm speaking with you right now. These are just words. I've taken all my work out of my voice. Now, visceral language brings these words alive. I annotate a letter. I put a stress mark on a consonant or a syllable. And the rule in vocal awareness is every time I stop, and I'm using visceral language right now, you can see me seeing my language. every time i stop the s was just underlined the word was underlined and there was a circled period every time i stop breath even if it is not a complete thought i see that little black dot when i see that little black dot my inflection goes down more authority i even ask questions with that little black dot.

7:45Do you understand? There's a question, but it sounds like a period. And then whenever I see that little black dot, I underline the word in front of it. So it is complete because as you may know, I train a great number of elite athletes in virtually any sport you can think of, including motorcycle, motorcycle dragsters. Wow. And which I never even knew the sport existed until I trained the world champion. And so the point is that I want you to be in this conscious awareness of seeing this at all times. So we underline that last word because in sport, I started to say, an athlete, of course, learns to run through a target, run through a target, never at.

8:42But when we speak, we speak to the end of the thought and the energy diminishes like I'm doing right now because speech is habit, John. We never think about it. We just babble. But I'm turning this in, of course, to an art form because I'm not just teaching communication mastery. It's actually a metaphor, John. I'm teaching mastery through communication so that we own our power. So once again, when I see that little black dot and underline that last word, it encourages me to speak through the end of the thought, not simply to the end of the thought. Then when I see that little black dot, I breathe.

9:27And now there's melody in my voice. And I'm not simply streaming data. so obviously as you recall i never come up for error and i hope i'm not overstaying my welcome or not letting you say what you want to say but i get so excited speaking with you because you really listen it is literally impossible for you to overstay your vocal awareness because it's just fascinating for me as somebody who's interviewed over 4 500 individuals 99.9 % of whom do not have your skills, probably 100 % if I'm being honest. So being able to sit back and just listen to somebody who is a master at their craft, at the thing that I do, which is have conversations, is such an amazing and enjoyable thing.

10:11So please remember, I'm sitting back, Fire Nation is sitting back, we are listening, we are learning, we are loving, and we will be right back after we thank our sponsors. Picture this, you're at a party and someone asks you what you do as a marketer. How do you even begin to describe it? Not only do you brainstorm new campaigns, create compelling copy, dream up landing pages that will actually convert and generate leads, you also have to gather all the data to make sure it's even working. And tomorrow, you'll do it all again. Marketers are spread way too thin, but HubSpot has a better way. With the help of Breeze, HubSpot's collection of AI tools and features like Content Remix, you can turn one piece of content into a whole suite of assets.

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11:27See thousands of success stories and testimonials from real people just like you who Clay Clark has mentored and coached into prosperity at thrivetimeshow.com slash EOfire. Clay's proven business coaching program is month to month and it costs less money than hiring a minimum wage employee. Yes, it's month to month and it costs less money than hiring a minimum wage employee. schedule your free personal 13 point assessment with clay clark himself today at thrivetimeshow.com slash eofire because clay only takes on 160 clients and only allows 300 attendees to each business conference you will interact with clay directly see thousands of real success stories and learn about attending the thrivetimeshow two-day in-person workshop featuring robert kiyosaki and eric trump today at thrivetimeshow.com slash eofire become the next success story schedule a free consultation, and request tickets to join Eric Trump and Robert Kiyosaki at Clay Clark's next business conference today at thrivetimeshow.com slash EO fire.

12:26Arthur, we're back. And man, do I love speaking to those who are masters at their craft. That is you, my friend. You are just a dream to talk to, a dream to listen to. And you also believe that breath is fuel. What does that mean? We just talk, as I said. Speech is habit. We have never thought about it. In vocal awareness, once again, if I say, John, please take a nice deep top of the morning breath. Great to be alive. Yes. And say, I am an extraordinary man at the apex of that breath. I am an extraordinary man. Great. Now, John, I don't want you to do that this time. Instead, I want you to allow a slow, silent, conscious, loving breath.

13:12It will take five seconds. I will talk you through it. And at the peak of that, the sentence once again, I am an extraordinary man. I'm going to breathe slowly, not rushing. Think of your beautiful son, deeper, deeper. Feel the love for your son. And the sentence, I am an extraordinary man. I am an extraordinary man. And you both feel the difference, hear the difference. The pitch is different. The resonance is different. And in your inner self and within the space where you're sitting, things are subtly quieter. And so I teach that breath is fuel. If we don't put gas in the tank of our car, we're not getting to our destination.

13:59So right now I'm speaking without breathing and I just run out of gas wherever I run. out of gas, and that's not necessarily strategic. But in vocal awareness, we use breath strategically. Again, because it supports the understanding that voice is power. And I want to own this in full conscious awareness at all times. Not to present me, but to embody me as sovereignly as possible. I don't need your permission. But you see, we all reach adulthood, John, thinking this is us. And we've been filled with these messages for years of, oh, don't sound boastful, as I said a moment ago. Oh, don't say that, you sound arrogant.

14:49And so we end up presenting in business. I was just talking with my client about this the other day, and we took it out of his speech. He's looking for people who are competent. I said, I hate that word in business. If you're not competent, you don't have the gig. So how about looking for people who aspire to excellence? And that's in the speech now. So our breath being fuel, years ago when I was teaching Tony Robbins, he would refer to my seven rituals as pattern interrupts. would always say, as you probably know, to establish a new behavior, you have to exaggerate to break the old one. And so in vocal awareness, the pattern interrupt is the breath.

15:35And it's not just a breath, John. It's the quality of the breath. You felt what just happened in that moment right there. I did. And feel what I've done to the space right now over the telephone.

15:52So that's beautiful what you're doing, John. Thank you. I'm just letting a master be a master, giving you your space to do what you do, which again, not to repeat the same word, but it's masterful. And I love that part of it because you've trained champions, you've coached champions, and you believe a champion does it differently. Tell us more, Arthur. I don't believe a champion does it differently. A champion does it differently. It's empirical truth. In the NFL alone, I have 30 students in the Pro Football Hall of Fame. My latest student was inducted this past August, and now in his signage it says Mr.

16:34378, because he was the 378th football player to be inducted in the Pro Football Hall of Fame, less than 400 out of the thousands of men who have played this sport over the decades. now there's a smaller more finite number of what are called first ballot hall of famers and there might be 50 40 and i've trained a fourth or fifth of those and so it's one thing for example to become a professional football player where the average life expanded some span of something like three years in the NFL, but then to become a Hall of Famer and then to become a first ballot Hall of Famer. And so the theme and the understanding is it's not just the gift or the talent, but it's the work ethic.

17:31And no one will ever outwork this level of player. No one will work smarter than this level of player, and no one will sustain it over time better. They may not actually be the most physically gifted or the most talented, but they have those other three attributes, and that makes the difference. Emmitt Smith, who's the all-time leading rusher, before he even ran one down, the first thing he wrote in his journal, his first goal, he's 20 or 21 years old, was to become the all time leading rusher. Not great running back. He was already setting that intention because then he could make a plan. And the plan was longevity.

18:18For longevity to take place, I have to be healthy. So now he has a whole structure, a roadmap. So focus is the other component. One of my inductees a couple of few years ago was an offensive tackle for the Pittsburgh Steelers. And he came into the league and every year he carried a notebook with him throughout the year. And on the front of the notebook said, it said, I will be in the Hall of Fame. And a few years after he retired, he was inducted into the Hall of Fame. and so I bring this ability, this knowledge to us out here as in whatever our field of endeavor is, whatever our life vision is, I don't simply want us to do our best, I want us to give ourselves the opportunity to truly be our best and so in this concept of a champion doing it differently, one of the other ethics connected to this is the concept of serve, soar, surrender.

19:31Surrender meaning to yield or to give back, to be in service to my vision, to be in service to my calling, my vocation. And when you know you've been called, as I often say, John, you can't simply say, sorry, wrong number and hang up. In vocal awareness, we don't allow ourselves to be the cork in our bottle because we're in service to something much higher than ourselves. Does this make sense, my friend? The way that you say these things, Arthur, makes it make so much sense. And I think the best way to end is by talking about identifying our persona statements. Oh, you're so brilliant, John. I want to just say to your listeners, I do a gazillion podcasts, but this is a privilege because this is going to school for anybody who's listening.

20:26John does his homework, and he speaks with integrity. He listens with integrity. And integrity, integration have the same root source for everyone who is listening. They mean wholeness. This is John Lee Dumas, a complete person. So to end with an answer to your question, ask me the question one more time, please. Talk about identifying our persona statement. The root of the word persona means through the sound. It's an ancient Etruscan word, fursu, P-H-E-R-S-U, which literally means through the sound. We have an exercise that has four parts to it. one, you answer the question, how do I believe I am presently perceived?

21:15How do I believe I'm presently perceived? And the second question you answer is, how would I ideally like to be known? How would I ideally like to be known? And then there are drawings that accompany each of those. And it raises a really interesting thought. something we never thought about before, perhaps, that we actually have a choice. For you see, every single thing in life revolves only around two things, to choose to do something or to choose not to. And because I am teaching empowerment through voice, all I care about is, does that choice empower me or disempower me? Even in abdication, I make a choice by walking away.

22:06But I want us to claim what is possible. And little by little, each and every day, go to the mirror and say, I love you. And then step into the embodiment of that persona statement. And little by little, you will believe it. Little by little, you will become it. Arthur, you have put on a master class in vocal awareness. And I know there's a lot of people listening right now that want to learn more, that want to connect with you. What is your call to action for Fire Nation today? Call to action would be if you do reach out, you reach out at support at vocalawareness.com. And my colleague, Genesis Castillo, will set you up to have a one-on-one with me.

22:54if you so desire, send an email, send her a text. But I really, this is my life's work. My birthday is in January. I turn 79. I will begin my 61st year of teaching. So this work is important. And so if you really want to do the work, go to my website, look at my TEDx talk, look at one of the courses. But if you do want to reach out, be prepared. And it's like nothing you've experienced. This is my passion. And John Lee Dumas, you are an extraordinary teammate on this journey. Thank you. Arthur, I receive that coming from you. It means so much. And Fire Nation, having the opportunity and the ability to speak with Arthur one-on-one, as he mentioned, that is a true gift.

23:51So please, those people who feel called right now, if you're resonating with Arthur's words, take action, make it happen. You will not regret it because you are the average of the five people you spend the most time with. You've been hanging out with Arthur and JLD today, so keep up the heat. And for everything that we need to talk about here today, Fire Nation, go to eofire.com, type Arthur in the search bar, and the show notes page will pop up with links to everything that he mentions. And Arthur, I want to say thank you. Thank you for sharing your truth, your knowledge, your value with Fire Nation.

24:24For that, we salute you and we will catch you on the flip side. It is a privilege, John. Hey, Fire Nation, a huge thank you to our sponsors and Arthur for sponsoring today's episode. And Fire Nation, are you ready to rock your very own podcast? Check out our free podcasting course where I will teach you how to create and how to launch your podcast for free, freepodcastcourse.com. I will catch you there or on the flippity flip side. The Next Wave, your chief AI officer hosted by Matt Wolf and Nathan Lance is brought to you by the HubSpot Podcast Network, the audio destination for business professionals.

24:59AI technology is transforming the way we do business and the media landscape is fragmented. The Next Wave strives to be the leading podcast on AI technology and how you can apply it to growing your business. Listen to the next wave wherever you get your podcasts. Are you looking to start or grow a successful business? Attend the world's highest rated business growth workshop taught personally by Clay Clark and featuring Robert Kiyosaki and Eric Trump at thrivetimeshow.com slash EO fire. Again, request life changing tickets today at thrivetimeshow.com slash EO fire.

25:39Thank you.