Industry

Rockstar:
Become a Highly Paid,
High Profile Person
in Your Industry

Kane Minkus
Copyright © Kane Minkus 2011
Kane Minkus asserts his moral right to be identified as the author
of this book. All rights reserved.
This book is dedicated to:
Jeff Slayter, my colleague, esteemed friend and prime inspiration.
His commitment to helping people is unparalleled and keeps
me going. His integrity with people and in business has been an
inspiration to me. He reminds me that good people do finish first,
and that success is built out of one great relationship at a time.
Love you like a brother, man.
All the global promoters and people who believed in our work,
even when we were just getting started, and had very little actual
ability to speak and present our topics well. Thank you.
My family, Mom and Dad, for all their endless confidence and
support in all the crazy adventures I take on. Mom, don’t worry,
I’m still eating well. Also: my brother Kirk and sister Korie for
being huge inspirations around love and support. I love you all.
Gitta for being an incredible support and always loving me through
the ups and downs of Entrepreneurship.
My son Arijan for continuing to teach me about true and unbridled
expression; as that is what really makes business move forward at
light speed: communication and true expression.
Alessia, for helping me connect with my passion, heart and people
at the deepest level possible. Reminding me that romance exists
everywhere in the human spirit. I am a better coach, trainer and
man because of you.
All the hundreds of thousands of fans, participants, clients and
Entrepreneurs that have come through my events and applied
my models and concepts for greater business results – you are an
inspiration.
Special thanks also to Emily Gower for editing and working with
me on making this book readable for human beings.
Also special thanks to Pat Chan, whose artistry in photography
helped us capture all the best moments.
 Rave Reviews for
Industry Rockstar
“Kane’s teachings resonate to the heart for leaders of businesses big
and small. His commitment to bringing the best strategies globally and
human dynamics for Entrepreneurs has been heard around the world. I
recommend listening to his strategies and approach, because the more
you can surround yourself with great leaders, the more you can grow
into your highest abilities to succeed. I personally use these leadership
strategies to drive teams and produce breakthrough results on a daily
basis.”
– Rick Belluzzo, Former President & COO of Microsoft,
Author of “Hard Headed & Soft Hearted”
“Kane was just on my stage, he was fantastic, people loved him!”
– T Harv Eker, Best Selling Author and creator
of The Millionaire Mind Intensive
“If you’re looking to transform your life and to live your dreams I highly
recommend Kane Minkus. He’ll give you methods and techniques that
will allow you to reinvent yourself. Remember those two names, Kane
Minkus. They mean double dynamite!”
– Les Brown, Rated the Worlds #1 Motivational Speaker
“I was working with Kane and the work he does is classic. If you get an
opportunity to work with him, pick it up fast! He’s very good. He’ll
show you how to make the shifts that you have to make to get the result
you really want to get.”
– Bob Proctor, Star From The Movie ‘The Secret’
“Every so often I come across a really exceptional leader in this field
of educating and inspiring and transforming lives. His name is Kane
Minkus. He like myself has been dedicated for many years to studying
and researching what makes people magnificent.”
– Dr. John Demartini, Human Behaviour Expert,
Star From The Movie ‘The Secret’
“I’m not new to business. I’ve built and sold five of my own companies
for multiple millions. I’ve invested in over 200 Start-ups including
Google and some other names you’ve heard of. I’ve seen a lot of people
and I’ve been around the block and Kane Minkus is a fantastic business
coach. He coached me recently and really helped me achieve some
transformation in my business and I’m not an easy customer. I found
sustainable results from Kane. He’s the real deal, he’s great at getting
business transformation in record time and sustainable benefits. So if
you’re thinking of working with Kane, I say right on! Do it!”
– Christine Comaford, Venture Capitalist, Serial
Entrepreneur & Best Selling Author
“Understanding a business inside and out is critical for success. Kane
continues to share his proven Industry Rockstar formula globally to help
business owners and entrepreneurs succeed faster.”
– Keith J. Cunningham – International Business Speaker &
Author, Creator of the CFO Scoreboard Software®
“I’m an entrepreneur, a Psychologist, an author. I’ve been on the Oprah
show several times and for about 12 years, I was the psychologist for the
Good Morning America show on ABC, I worked for the NBC Today
show, for CNN, I’ve hosted my own nationally syndicated show “Can
this marriage be saved” and in all those years of television, I never had a
plan on how to get my books, my CDs, my DVDs, my products into the
hands of the people for whom I had written them for and created them.
Then I met Kane and everything changed.
“From my very first coaching session, I had a speaking engagement and I
sold every single product I had on my name. I am so grateful that I now
go around telling everyone “Oh my God, you gotta meet my new secret
weapon – Kane!”
– Dr. Brenda Wade, Author & Psychologist for
Good Morning America, Today Show, CNN
“I’ve been doing online marketing for over a decade now. I’ve spent over
100 million dollars buying advertising online. I built companies that
have been over 100 million dollars, and I’ve consulted with some of the
leading experts in direct response. Guys like Frank Kern, Eben Pagan,
and I tell you, there are very few guys like Kane Minkus. This guy has a
time tested, amazing system, which allows you to build great business
relationships fast and create important joint venture partnerships. The
second thing that I love about Kane is that he actually walks the walk.”
– Scott Rewick, The “$100 Million Dollar Man”, Serial
Entrepreneur and Experienced Media Buyer
“We work with folks like Mark Victor Hansen, Bryan Tracy, Les Brown,
John Gray and help them grow their businesses. If you think about
partnering with someone that can really help you take your business,
your idea to really map the plan, understand the entire sales negotiation
process, how to truly grow your company, you want to partner with
Kane Minkus. He does it consistently.
– Bill Walsh, Venture Capitalist & Serial Entrepreneur
“I’ve been a professional basketball player for over 16 years. I played
in the NBA, I played in the NBL. I transformed from a professional
basketball player into becoming a professional speaker. I travelled the
world; I’ve been to ten countries. I’ve spoken to over two million people
and in that entire time, I have never met anyone like Kane Minkus.
They have helped me with my platform speaking. They have helped me
increase my bottom line. Aside from that, at the largest event in Australia
this year, I was able to get 1,000 people to get out of their seats, go to the
back of the room and get involved in my program. This guy is amazing!
If you want to change your life, if you want to change your bottom line,
if you want to have success in your life, in your industry, whatever it is,
he will teach you how to be a Rockstar! Whatever it takes, go and spend
time with him.”
– Eric Bailey, Ex-NBA/NBL Star & International Keynote Speaker
“I personally cannot say enough good things about this guy! The most
impressive thing about him is the speed of implementation of the stuff
he knows. I think you should pay close attention to what you are about
to learn.”
– Frank Kern, Highest Paid Internet Marketing,
Direct Response Consultant in The World
“The work Kane has taught me over the years has not only been invaluable
to my sporting career but also my business!”
– Natalie Cook, Olympic Gold Medallist & 5 X Olympian
“Sloppy success is better than perfect mediocrity. Kane Minkus has
always focused his clients on becoming “Progressionists” instead of
Perfectionists!”
– Alex Mendossian, Internet Marketing
Guru, $223M in online sales
“I’ve been peak performance coaching for about 20 years now and I’ve
worked with Olympic athletes and businesses all over the world. I was
really impressed by how much substance there is to Kane’s coaching
abilities. If you’re really serious about getting peak performance out
of your life then get yourself a coach, I couldn’t recommend this guy
enough. All the best!”
– Steve Anderson, 4 X Olympic Gold Medal Coach
“I am an Olympic swimmer – I swam in the 1988 Seoul Olympics for
Germany. Kane Minkus boosted my business confidence, but the most
important part was, that I found my inner peace and what was holding
me back in achieving my goals in the future. He has enlightened me and
it was the best thing I’ve ever learned in my life. I would recommend
Kane to anyone.”
– Stephanie Bofinger, World Championship & Olympic Athlete
“Spending a lifetime focused on helping people create the wealth
they want, I know there is no greater gift then a proven system and
great mentorship to follow to that end. Kane and Industry Rockstar is
dedicated to truly helping people learn and apply strategies they need,
in order to get the best things out of life - and eventually have wealth as
a platform of security to take care of their families and enjoy all that life
can offer them.”
– Bill Bartmann, Billionaire, Nominee for the 2014
Nobel Peace Prize & Author of Bounce Back
 Contents
Foreword ................................................................................ xv
Build Your Passion, Make A Difference, Leave A Legacy Now .1
I’m Talking to You..................................................................2
What Stands In Your Way? ....................................................4
Fear, Uncertainty & Doubt .....................................................6
The Reality Is... ....................................................................18
My Story .................................................................................21
For the Love of Music ..........................................................22
The Forming of Industry Rockstar .......................................34
The Entrepreneurial Hierarchy of Focus .................................41
The Hierarchy of Focus .......................................................42
Which Level Are You At? ....................................................50
The 8 Essential Domains of Major Change ............................55
Personal Branding Strategy...................................................56
Internet Marketing Strategy .................................................70
Globalization Strategy .........................................................75
Packaging and Positioning ....................................................79
Distribution Method of Your Message .................................86
Information Division ...........................................................90
Global Partnership Strategies ...............................................95
Knowledge and Growth Strategy .........................................99
Achieving What You Want: The Results Chain .....................107
Owners vs. Players .............................................................108
 Ideas Are Worthless ...........................................................111
The LSF Model ..................................................................113
The Mindset Of A World Class Business Owner..................119
Risks Worth Taking ............................................................121
Your Value .........................................................................124
Confidence ........................................................................135
The Power of Focus ...........................................................139
The 6 Most Influential Positions in Business ........................151
1: The Industry Rockstar ....................................................152
2: The Messenger ...............................................................154
3: The Internet Marketer ...................................................156
4: The NLP Guru...............................................................158
5: The Coach & Consultant ...............................................160
6: The Social Entrepreneur ................................................163
1: The Industry Rockstar.......................................................169
The Industry Rockstar Formula .........................................172
Step 1: Perspective .............................................................174
Step 2: Personal Branding ..................................................188
Step 3: Packaging ...............................................................194
Step 4: Positioning .............................................................196
Step 5: Presenting ..............................................................200
How The 6 Revenue Streams Work Together ....................215
The Ascension Model ........................................................216
Releasing Your Inner Rockstar ...........................................223
2: The Seminar Leader & Speaker ........................................229
Leader vs. Speaker .............................................................234
Increasing Your Influence from the Stage...........................237
The Income Opportunity ..................................................239
Step Up and Take Centre Stage .........................................241
3: The Internet Marketer.......................................................245
Concepts of Internet Marketing .........................................249
The 7 Core Components of Internet Marketing ................256
4: The NLP Guru ..................................................................263
NLP (Neuro Linguistic Programming) ...............................263
A Quick History Of Our NLP ...........................................269
The Three Reasons to Engage NLP ....................................271
5: The Coach & Consultant ..................................................293
The Most Valuable Level of Coaching ...............................296
The Art of the Highly-Paid Coach: 4 Specific Structures ...305
Consulting .........................................................................312
Your Ability to Lead ..........................................................314
6: The Social Entrepreneur ...................................................317
The Power of Being a Social Entrepreneur .........................321
The Advantage of Being Socially Responsible ....................324
Be the One Who Changes the World .................................327
Get There First .....................................................................331
About The Author.................................................................335
 Foreword
by Dr. John Demartini
Of the years of my pursuit of being an educator and teaching
others how to unleash their inner most potential, to fulfil their
most inspired missions and bring their most unique contributions
and impacts to others throughout the world, I have not witnessed
such an opportune time as we presently have upon us. Today there
are major psychological, socio-political and technological shifts on
the planet and we are at a significant pivotal point for the growth in
our overall leadership as individuals and collective human beings.
Each of us has a magnificent contribution to offer from within
and an unbridled ability to impact others in a purposeful and
transformative way; and now is one of the most convergent times
in history for the opportunity for us as Entrepreneurs to share
who we are authentically with the world and not only create social
impact, but also create economic wealth in return.
On my travelling journey around the world over the last 40
years, researching, educating and inspiring others, I have rarely
come across such an astute individual that engages human hearts
and enlightens human minds to embrace modern day business
challenges as does Kane Minkus. His intentions, abilities and love
for using business principles as a vehicle for empowering individual
entrepreneurs and in turn solving world problems is a force to be
reckoned with.
Today it takes a true understanding of oneself, as well as modern
business strategies and tactics to be economically viable and
socially responsible. In your hands you hold one of the most
revealing business books available that shares where the world
xv
is headed and how leading entrepreneurs will be able to achieve
massive socioeconomic results and impact through their inspiring
professional journeys.
As new social entrepreneurs become multidimensional and more
fully equipped as business leaders so will the demands of our
modern economic environment necessitate new strategies and
tactics for them to achieve their competitive-cooperative edge.
Kane and the work in this timely book will give you a sophisticated,
yet easy to understand road map of the future business landscape
and how to navigate with it.
To make an even bigger difference, today’s business professionals
and game changers will need to integrate and embrace their
spiritual side with their practical business side. They will have
to engage in an entirely new form of business involving personal
branding, videos, social media, internet marketing, global business
partnerships, community development and new forms of packaging
and positioning for themselves in each of their marketplaces. This
is precisely what Kane has spent the last decade obsessed with, not
just for himself but also for every existing and future entrepreneur
around him.
Having spent personal time with Kane, and getting a sense of his
deep love of connecting with people, sharing his vast business
wisdom (even though he is still very young!) and seeing the way his
attendees and clients take to his message and caring personality, I
am inspired to see a new generation of leaders, thinkers and trainers
continuing their causes to further the evolution and advancement
of life on this planet.
This book is a treasure chest of knowledge and offers a new school
of business thinking that can take anyone, from any walk of life,
and any set of current circumstances, to become an internationally
known business messenger – impacting the lives of millions around
the globe.

xvi
Whether you are a new or seasoned entrepreneur, beginning or
old hat professional, you are going to satisfy your desire to grow
and expand your repertoire of dynamic business concepts and
leadership abilities through the wisdom provided in this book.
Kane is on the precipice of inspiring discoveries through his work in
neuroscience, modern business practices, interpersonal leadership
perspectives and multidimensional thinking. His focus on social
entrepreneurship holds the key to the future of businesses that
will direct and change the world.
It’s time to listen intently to the wisdom of this young man, and
consider his insightful business strategies intently. It’s time to
connect to your own inspired business mission from within and
use it to drive your endeavours forward in your life now and for
years to come. It’s time to set aside your circumstances, become
bigger than you presently imagine yourself to be and lead your
family, community and nation into an even more productive and
empowered future.
This book will show you how to do all those things, and Kane will
be there in the pages, with his heart and solutions to help you
achieve the results and impact you desire and deserve. And to help
you leave your inspiring legacy that will transform the world.
Dr. John Demartini
Founder of the Demartini Institute, human behaviour specialist,
educator and international best-selling author, and Star of the
movie and book: The Secret.

xvii
Industry Rockstar in Nuremberg, Germany presenting to 3K
Business Owners, Entrepreneurs & Experts

xviii
 Build Your Passion,
Make A Difference,
Leave A Legacy Now
“They say !ere are two great
days in a person’s life – !e
day we are born and !e
day we discover ‘why’.”
William Barclay

T
here is a major movement in the world today that is allowing
people and entrepreneurs to globalize their businesses and
their brands, and help people all over the planet like they
never could before. We are now a global society. Never before have
we had so much access to millions of people to be able to do
business together, and help, learn from and impact each other. The
power of the internet increases on a daily basis, making it easier
than ever to connect to people all over the world. You can virtually
travel to people, provide them valuable products and services,
and make money from anywhere in the world. Buzz words like
‘personal branding’ and being ‘a messenger’ have become common
in our society now, but very few people really know or understand

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Build Your Passion, Make A Difference, Leave A Legacy Now

how to put all the pieces together to make their businesses reach
the heights they want.
Ultimately all of us want the same thing: A life we can call our
own, where we make the rules and call the shots. We want to be
able to wake-up when we want, earn the money we want, travel
when we want and help as many people as possible along the
way. That’s what this book is about. It is our mission to empower
heart-centered Entrepreneurs/Business Owners and start putting
major wealth in the hands of those who love openly and have
their intentions set on bettering the planet. This book is about
how to harness your knowledge, ability and experience to change
the planet, earn millions a year doing it and leave the legacy you
want to leave on the planet. It’s about becoming a Rockstar in
your Industry and reaching the top of the industry you are most
passionate about. It is about taking what you love to do (and what
you have probably been doing for free or have been underpaid for
years), and turning it into a six, seven or even eight figure business.
Most people spend their lives trying to figure out how to fit into
the structures around them in order to make money and have the
freedom and impact they want. This book is how to be the person
making the structure that others want to fit within.
At some point in my life, I had to choose whether I was going to
become an expert playing in someone else’s structure, or design
my own. Guess which one I chose? It’s time for you to choose that
too so you can start playing a bigger game and be part of the global
movement rapidly sweeping the planet.

I’m Talking to You

If you want to leave your job, start your own business or build your
current business into a bigger empire and leave a legacy, this book
is for you. It is for you if you are already in your own practice –
particularly if you are a coach, consultant, freelancer, contractor or

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 Kane Minkus

rebel entrepreneur – and you are ready to help a lot more people
more effectively and earn significantly more money than you are
now. It’s for you if you are already successful (maybe you are
already earning six or seven figures) but you feel that you have lost
your passion for what you have been doing, and you are ready now
to move into another stage of your life where you are passionately
delivering your talents to the world in the exact way you want to.
No matter who you are (you might just want to use the lessons in
this book to accelerate your status in your current job, company or
industry), I am certain you can raise your profile, position yourself
at the top of your industry and achieve the professional success you
want. I’m certain you have expertise, knowledge, wisdom or advice
that you can package up into products and services and distribute
globally to sell or use to market your current business; all along
helping people who don’t know what you know. If you’ve made
mistakes and can prevent others from making those same mistakes
then you can have one of the fastest-growing types of businesses
globally: an Expert’s Business (also known as an “Information
Business”). I will show you how to take your knowledge and
package it up into products and services that you can distribute
online and offline. I will also show you how to expand your current
business by using your knowledge to market your products or
services more effectively all over the planet. Finally, I’ll show you
how the fastest growing businesses are using all this together to
expand, reach more customers and ultimately become more of an
impact globally.
This book also shows you how to “position” yourself at the top
of any industry, because money always flows towards the “sure
thing”. Today you must be seen as the Expert, Authority or “Go
To” source for something. There is a lot of noise in the marketplace
today with people calling themselves experts. It’s only going to get
worse and more competitive as more people discover how possible
it is to position themselves as the only logical choice and create an
incredibly fulfilling and financially rewarding business out of their
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Build Your Passion, Make A Difference, Leave A Legacy Now

knowledge and expertise. I am going to teach you how to package

and position yourself and become recognized as the leader of your
field.
If you’ve never created a business before, you can use the
techniques and frameworks presented here to start your first one.
If you own your own business or run your own practice, you can
use the frameworks to reach the success you want now. You could
even use the techniques in this book to start a new division of your
already existing company – that is, if you already own a company
that has nothing to do with selling information. Imagine adding
another six or seven figures to your existing business by packaging
up your knowledge into easily consumable products and services
for existing or brand new customers (that you could be reaching!).
You might also be reading this book because you consider yourself
successful and happy but you are ready to be a greater global
impact personally. Maybe you have already achieved the career
and business success you dreamed of and you are ready to utilize
your accomplishments to “pay it forward” and help people all over
the world to raise the quality of their lives. My mission, when I
travel and train business owners in my seminar rooms, is to find
those global leaders that are ready to use their talents and their
businesses to change the planet.

What Stands In Your Way?

I have presented to and personally worked with literally hundreds
of thousands of people internationally in our seminars and
trainings (and reached millions of people online with our message
and training products). From seminars and stages to coaching and
engaging with teams and top leaders from Fortune 500 companies,
governments and sports, I have had a chance to see what is working
and what is not working for top achievers and leaders globally.
As of the writing of this book, I have personally presented multi-

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 Kane Minkus

day workshops over 1,200 times and done business in 22 different

countries. So, I have also had the opportunity to see many different
cultures, and the differences, incredible genius, and potentially
fatal blind-spots of each culture.
Through getting up close and personal with the lives of so many
business people and entrepreneurs around the world, we have
decoded several glaring patterns, beliefs and behaviors that stop
people from turning their ideas into a successful reality. As I cover
these with you, take note of which ones you relate to most closely.
By the time you finish reading this book, you will have gotten many
insights on how to overcome anything you’ve ever been concerned
about in regards to achieving your professional dreams. Plus, we
are going to layout a repeatable and proven system, techniques
and set of characters you need to master in order to take your
genius and start making an additional seven figures (or more) a
year in the new business culture.
I have noticed that if I teach a group of people all the same
techniques, that each one will have different results. If we set
the thinking framework first, then the techniques become more
effective. If you prefer to jump past the mindset conversations
then you can skip ahead to later chapters.
There are more millionaires under the age of 25 today than there
has ever been in the history of the world. After years of mentoring
under extraordinary business titans of industry that were much
older than us, we started listening to the youth and combining the
two schools of business – the old and new. At 34 years old, I am
often told I represent the “new school of business” and the next
generation of leaders. I have had participants and business owners
as young as 11 years old to as old as 85 in our trainings and events.
Let’s dive into the most common concerns that stop people from
creating the business success they want.

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Build Your Passion, Make A Difference, Leave A Legacy Now

Fear, Uncertainty & Doubt

Let’s get these out of the way now so we can calm down the chatter
that might be going on in your head at the moment…
First of all, you may simply not be confident that you can start
your own business, expand your current business to the size
you want or that you can position yourself as a top brand in the
marketplace. Many people repositioning themselves or re-branding
themselves as an “Expert” have this concern. Every big brand and
successful company starts out small and unknown (and unproven).
Everything must start somewhere! That is exactly the reason why
you want to get started now building, expanding or repositioning.
It will take time to build your brand and business or reposition
your brand in the market. With the techniques you will learn in
this book, you will be able to do it in record time (when you follow
our techniques you can, from scratch, create an additional 6 figure
revenue stream within 12 months and 7 figure revenue stream
within 36 months. It takes real daily action).
Starting from scratch, I literally went from my bedroom to the
biggest stages in the world, and to being one of the biggest brands
in the world in Business Coaching & Training, within three years. I
knew no one in the industry, didn’t use any money from our other
existing businesses, nor did I have any momentum at all! I had only
three things:
1. A passion to help people
2. Some wisdom and knowledge from all the stupid decisions
and mistakes I had made in my past businesses
3. The willingness to be in action
If you have these three things, then you can be where I am now –
in fact, you can do even better than I did and maybe even faster! I
mean, I would have LOVED to have had this book in my hands, as

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 Kane Minkus

well as the training courses and online products that we (Industry

Rockstar) now provide people on how to build their brand and
businesses. That would have saved me years of embarrassing
mistakes! Let’s be honest: if you do not have a passion to help
people, or if you have no willingness to be in consistent and
dedicated action, then do us both a favor and put this book down.
Or better yet, give it to someone that does have the passion and
willingness to be in action.
Owning your own business and designing your own life is not for
everyone. It’s for those who are willing to be of service to others,
and dedicate their life to the actions it takes to be successful. If
that’s you, read on…
Now, many people we meet also don’t think they have any real
marketable wisdom or knowledge… They couldn’t be more wrong!
You might not know it yet, or be immediately connected to your
gift, your brilliance or your genius, right now. In fact, you could be
saying to yourself “I don’t have any genius! What is this guy talking
about?!” But I will challenge you directly and tell you: you are not
valuing yourself enough. You are sitting on a gold mine there…
Between your brilliance, experience and your relationships, you
have a multi-million dollar business that you are sitting on and you
may not even realize it yet. You will by the time you finish reading
this book.
I’m speaking to you if you haven’t started a business yet, but
you have been thinking about it. I’m also speaking to you if you
have a business and you KNOW it should be 10 times the size!
With all my companies, I always thought we couldn’t grow it any
bigger, until my coach helped me continue to dig deeper for my
own brilliance and wisdom to create yet an even more ingenious
product or service to sell.

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Build Your Passion, Make A Difference, Leave A Legacy Now

The 6 Big Myths of Business

Many Entrepreneurs and Business Owners buy into 6 Big Myths
that prevent them from reaching their real potential.

MYTH #1: Certain businesses can only grow so big (or

people get lucky)

That’s such BS! (A Belief System ). A business will grow

exponentially as great as the expanded thinking of the founder,
so this book is about expanding your thinking on multiple levels
so your business, finances and personal life can also continue to
expand (or continue to experience exponential growth)!
In every industry there are people struggling and people doing
great. It’s never about the industry, the business or the idea – it’s
about the Owners and execution.
This means you should do what you are most passionate about and
focus on your own growth as a business owner and execution of all
your business activities.
I remember how many people told me there was no money to be
made in the music industry and it was a stupid idea to try. And
then I made my first million dollars in it. When the money starts
rolling in suddenly you go from idiot to genius!

MYTH #2: It takes a lot of time to start making money in

a new business.

Every business I have ever run (except the ones that didn’t work out
well) were cash flow positive from the first day. This book is about
building a business that is overflowing with money and opportunity.
It can start now. Industry Rockstar, my global, leadership training
company, has become the #1, training company in the world for
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 Kane Minkus

client results. Most people make back their price of admission for
the training, during the training itself. We work hard to prove that
you can create a business from scratch in minutes and start making
money immediately. And we regularly have people clear tens of
thousands of dollars, while in our trainings, some of which have
never had a business before. How is this possible? Because there is
so much money and opportunity already floating around you that
once you understand this you can start reaching out and having it
flow into you – instead of past you.
Our participants have done most of the work for us. They have
spent their lives preparing for the moment when we teach them
how to take their life’s work and turn it into a massively thriving
business that churns out cash daily. This was the same way our
coaches saw how talented we were and helped us put the structure
around our genius. I was a broke, homeless musician at 23, and then
by 26 had built one of the largest multi-media companies in the
world by using the information we are teaching you in this book.
If you think it takes years, you just haven’t learned the Industry
Rockstar style of business building yet.
How much money is there in the world? Infinite! So why isn’t it
in your bank account? You will learn how to make sure it does end
up in your bank account throughout this whole book.
This leads us to the next myth people often believe about business…

MYTH #3: You have to be lucky to have a successful

business – it’s like winning the lo!o!

You might think having a successful business is like winning the

lottery. You may not feel confident enough to step out and speak
about yourself, or to take the risks you need to take in order to
drive your business and elevate your success to new levels. Every
successful person I have met attributes some sort of luck to their

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Build Your Passion, Make A Difference, Leave A Legacy Now

success. But, it’s the age-old saying by Samuel Goldwin: “The

harder I work, the luckier I get!”
Success has some serendipity naturally involved in it. But if you
don’t show up, nothing lucky can ever happen to you. Having
worked on over two dozen of my own companies before I was 30
years old (some built from scratch, some purchased), having been
self-employed since I was 13 years old (as a contract pianist for a
Bridal shop close to home), I can tell you there is a system and a
set of specific actions you can take to increase your luck so high,
that it is inevitable that you will be lucky. How would you like that
system?! You are lucky – you’re going to get it here!

MYTH #4: You must provide value to people.

Um, excuse me; am I responsible for your life? Are you responsible
for mine? No, you are responsible for yours and I am responsible for
mine. So whose responsibility is it to get value out of something?
It is the person using the product, or buying the service. In other
words, the client is responsible for getting the value out of the
purchase. Later on, we will really debunk this myth because it is
not your responsibility to create value for your customers; it is your
responsibility to be clear. Just like in this book, our responsibility is
not to create value for you; it’s to be clear. Clear about our ideas,
concepts, perspectives and lessons. Your job is to derive the value
from this book.
If you don’t agree with this, then just put the book down –
otherwise you will get no value from it. Stay tuned for how you
can give-up having to prove your value to your customers. This
will lift a huge weight off your shoulders and dissolve one of the
main reasons people hate to promote and sell themselves: they feel
like they have to “convince”.
Entrepreneurs who are struggling are doing so because they are
undervaluing themselves. Yes! I mean you! I don’t care whether
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you are making six, seven or even eight figures; the truth is that
you could be doing even more. You could be making 10 or 12
figures. There is no limit. Most people are simply undervaluing
themselves. Other than the obvious impacts this has on your life
– such as not earning the money that you know you can earn and
that you deserve – the real problem with undervaluing yourself is
that by doing that, you give the people around you the permission
to do the same. No $100 an hour coach has ever coached someone
to become a billionaire. By design, if you are cheap then you are
unconsciously telling your clients/customers and colleagues they
should be too. One of our influential mentors, Keith Cunningham,
once said, “Pick the price you want to earn and never compromise.”
I live by this. Pricing is determined by you – pulled out of thin air –
and is a component to how the world interacts with you. We will
cover this in detail later as it is a key to success. Just know now that
it is never about price, it is always about perceived value.
By the way we will look at the 5 types of value later on: Perceived
Value, Discovered Value Guaranteed Value, Accidental Value &
Final Value.

MYTH #5: I’m not credible enough to be a Rockstar

(Expert/Authority/Go-To Person) in my industry, starting
tomorrow.

You are more than credible enough to start positioning your

expertise and doing the things top industry people do to position
themselves there. How do you even know how good the top people
in your industry are? Have you ever hired them one-on-one and
seen for yourself? Or have you just decided you are not perfect
enough to be among the best? It’s time to tell a different story.
When the bullshit meter goes off in your head and says, “What do
you mean you are just going to start calling yourself an expert?”
You can respond with, “Yes, just like you are telling me I’m not
one!” You just have to choose the story you want to believe. The
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Build Your Passion, Make A Difference, Leave A Legacy Now

fact is that your position in the marketplace has nothing to do with

how good you are at your job. It has to do with how clear you
are with your ideas and communication, how well you package
yourself up and how you are marketed. In fact, being at the top is
a total perception!
That being said, if you are unable to deliver good results, then
you will destroy your brand quickly. It will be critical to deliver
the expected value of your client. Just be “clear” with your clients
about what they get (set good expectations), and then make sure
you deliver that.
If you are selling your knowledge – you will always be an “Expert”
to the person who knows less than you. So remember there is a
market for you.
There are all different forms of Rockstars, humble ones, flamboyant
ones, those that live lavish lifestyles, and ones that are quiet in their
personal life and keep to themselves when off the public stage. You
get to decide what kind of Rockstar you are going to be in your
industry. I know people in industries at the top that are considered
a Rockstar – and they are extremely humble. Take Sir Richard
Branson, for example. I have never met a more humble, grounded
Industry Rockstar. Yet he is brilliant at branding, creating valuable
exposure and building global companies positively contributing to
the world. Then there are the very flamboyant Industry Rockstars
like Donald Trump. Known for his quirky behavior and aggressive,
direct nature – his brand thrives on controversy. Regardless of
their style, Industry Rockstars are following the techniques laid
out in this book to build a global brand presence, and position
themselves at the top of their industry.
So, if you are not going to start as a Rockstar tomorrow, what will
you start as? Look, it’s not unusual for highly talented, highly-
skilled professionals to be in our trainings sitting with the same
concern that they can’t go from nothing to calling themselves an
Expert overnight… except you didn’t get to where you are now
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overnight. It’s like that famous song by Dire Straits, “Money For
Nothing” where the whole song makes fun of the fact that people
think musicians haven’t worked hard to be a big success – as though
it happened in the blink of an eye:
“Now l"k at !em yo-yo’s !at’s !e way you do it
You play !e guitar on !e MTV
That ain’t workin’ !at’s !e way you do it
Money for no!in’ and your chi#s for free
Now !at ain’t workin’ !at’s !e way you do it
Le$e tell ya !em guys ain’t dumb
Maybe get a blister on your li%le finger
Maybe get a blister on your !umb”
- Dire Straits

You are not an overnight success even today. Everything in your

life has brought you to a place where you are now, knowledgeable
and experienced in whatever way you are. If you compare yourself
to the most experienced person in your field, then yes you will
always feel less than.
I was a touring and performing musician (piano and singer)
throughout my teenage years, and I used to always put on the records
of my idols – Billy Joel, Ray Charles, Stevie Wonder, etc. I felt like
I could never be that great. I compared myself against the best and
decided if I wasn’t that good, I could never be successful. Except
that is ridiculous! It wasn’t until later in business and working with
coach’s and mentors that I let that whole silly comparison thing go.
If you spend time comparing yourself against the worlds greatest
and beating yourself up, then give yourself permission now to really
experience your expertise. Move past your need to put yourself
down, so that the people who need your knowledge and wisdom
actually get the help they want. Stop deciding for people whether
they are buyers or not; let them decide for themselves.

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Build Your Passion, Make A Difference, Leave A Legacy Now

An expert is an expert to anyone that doesn’t know as much as

he/she does. Let your audience choose you – your job is to just
put your stuff out there and let your audience decide who wants
to buy it. A great sales coach of mine taught me to stop deciding
for the customers that there are no buyers – let them prove to you
there are no buyers. And you know what? Every time we would
put it out there, people would buy. Stop being so arrogant that you
think you know what’s best for your customers! Just put your best
stuff out there and let the right people buy it. Your job is not to be
perfect. Your job is to be clear!
So, when does one become an expert? Simple: when you declare
it. If the word “expert” freaks you out – then call it your “area
of expertise”. Start letting people know that you have an area
of expertise and then they can decide whether your level of
experience and expertise adds value to them or not. If it does,
“boom!” you have a new client, and if not… oh well, you look for
someone else. There are enough clients and customers in the world
for everyone at every level.
I mean – let’s look at Keith Cunningham again. When I first started
giving seminars I had this “brilliant” idea to call our program Masters
Business Academy, or MBA. I thought it was a nice play on the
traditional education letters, for a continuing education program.
I was teaching entrepreneurs about sales, marketing, negotiation
and leadership skills. One day I presented on the same stage as
Keith Cunningham (where I met him for the first time), and low
and behold he was talking about his program called MBA!! I was
like, “OH NO!!!” I mean here you have Keith, a brilliant man and
experienced business person, easily 20 years older than me, and
more experienced than me in life and in business. So, who is the
real expert in business?
The answer? We both are. We both have expertise and there is a
need for both of us in the world. Over time people need different
mentors, trainers and coaches. At a time and level of experience in

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 Kane Minkus

someone’s life they will completely ignore me and love Keith and
his work, and others will completely take to me, and decide they
want to study with me for a time period. The point is: there is an
audience out there for you.
Your audience will self-select based upon who you are, your
experience over theirs and your packaging and positioning in the
market.
People ask me all the time, “Who are your competitors?” Honestly
I have never felt like I have any, and neither should you. If someone
has good personal affinity with me, and finds my work awesome,
then he or she will work with me. You have a unique approach on
how to solve the problems in your life and we all need each other
to learn different angles and approaches to solve our problems. This
means you are an expert to anyone who doesn’t know as much as
you in that domain. This also means you can start tomorrow talking
about your expertise and developing your clients and customers
online and offline.

MYTH #6: The more degrees you have, the more money
you make. (More General Business Myths Will Follow
Throughout The Book!)

There are two types of education: traditional education (university,

college and so on) and results-based education. Results-based
education is an education that thrives on the amount of real
results that you have from that education. Examples of this would
be any workshop, seminar, training, or training with coaches and
consultants whose job is to have you achieve goals, outcomes,
intents and results.
Traditional education is great – but it only gets you so far before
you require other skills, especially when it comes to succeeding
in business. The most important thing you can have to accelerate

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Build Your Passion, Make A Difference, Leave A Legacy Now

your results is to surround yourself with people who are genuinely

successful in the fields you want to play in – and play at the top.
One very great secret we were let in on early on, from a top
executive mentor of ours, was: “Always partner with best in class”.
If you want to be successful you need to be around those that are
doing it and are able to teach it. This combination is important.
Often the most highly-paid people in the world are actually sales
people, not academics. I have stopped being surprised to find out
how many successful people have no degrees, struggled in school
or have no formal education in the area in which they are working.
However, they have the most important form of experience:
logged hours on their passion, self-education, and results with real
customers and clients.
There is actually no official connection between being book-smart
and how much money you can make in business. In fact, some of
the smartest and most successful people in the world dropped out
of school or made their own way from a traditional education.
Traditional education is great, but alone, it is not enough. I am
an education junkie. I still research, learn, seek out mentors and
attend workshop after workshop, because I love to learn and
apply what I learn. But I also know it is in the application in the
real world where it all makes the difference. (I realize that for
some technical professions – like medicine, etc. – that traditional
education is essential. I’m merely talking about the success rate of
the business).
What “Success” is, is determined by each individual of course.
However, a business is in business for a profit – so a more successful
business creates more profit. It’s like saying a surgeon is a surgeon
to save lives – therefore a more successful surgeon will save more
lives.
I have coached or trained some of the most brilliant people on
Earth (some of which you would know by name) who were
financially struggling, broke, or frustrated that they weren’t making
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 Kane Minkus

more money considering how smart they were... which is further

proof that there is no connection between wealth and smarts. It
might seem that way, because it would be logical that the more
you educate yourself the more money you make. However, in my
years of working with people all over the planet, I have met super
smart, broke people, super uneducated, rich people and everyone
in between.
We do draw a correlation between willingness to take emotional
risks and wealth, however.
Successful people follow the new laws, mindset and techniques
of business, which I will explain in this book. They are willing to
take the emotional risks necessary to succeed. Do we encourage
traditional education? Of course! Being educated can’t hurt you.
However, if you think that being more educated will equal more
money, then you are someone that has bought into the traditional
mindset, and you will only be able to use that when getting
a higher paid job. The downside is that you will always have a
ceiling on how much someone is willing to pay you to work for
their company. This book is not about how to be smarter at what
you do; this book is about how to build the structure around your
already smart-enough brain so you have a money machine that
sells your smartness.
Being smart with no business structure is like pouring water
through your hand – it will all seep out onto the floor. Don’t make
the mistake of undervaluing the hours you have logged in your field
of business or area of passion and expertise. I would rather work
with someone who has logged 1,000 hours of real time experience
with customers, than someone who has learned about it in school
for 1,000 hours. All the people I have ever talked with about this
feel the same way.
Please note this: your mistakes are your biggest asset. People will
pay you to avoid the same mistakes you made. Isn’t that a beautiful
thought?! I always get a chuckle out of that. “Pay me to make sure
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Build Your Passion, Make A Difference, Leave A Legacy Now

you are not as stupid as me!” In any business, people want to avoid
pain, reduce lost years, and rise to success as fast as possible. If you
package up your mistakes into systems and techniques that can
help others, then you will have incredibly valuable products and
services.
In today’s world, where there is a complete over saturation of
experts and options, the winners are those who get the results for
their clients. Most people think that getting results for their clients
is about how good they are, but actually, that is one small part of
the puzzle. Your clarity, packaging and positioning of your work
in the world is actually what causes most of your client’s success.
For example: a contractor who is vague on who his perfect
customer is, will likely have customers who aren’t having good
results. Regardless of how good they are at their job, if they are not
right for the customer then the result will be mediocre. Getting
clear about who your perfect customer is will increase your
success – NOT how good you are. This is why someone who is
not necessarily as good as you at their actual job, may be getting
better results with their clients or a better market response. By
the end of this book (and when you choose to join us in our live
Industry Rockstar trainings) you will understand exactly how to
make yourself as successful as possible.

The Reality Is...

Every day is slipping by you. You could be impacting more people,
making more money to leave a bigger legacy for your family and
children, hanging out with amazing individuals and leaders, taking
more adventures and living a more fulfilling life. If you are not
doing this and you want to, then you are missing out – and it needs
to stop.
You may be sitting there thinking that this book is for other people,
or that we haven’t written this for you – but this opportunity is
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 Kane Minkus

here for anyone that wants to take advantage of it. Most people
allow their fears and others around them to limit their experiences
of life. They let their fears of not knowing what to do next stop
them in their tracks and end up doing nothing. You need to become
unstoppable and know that decisions you make now affect the rest
of your life and generations of your family after you.

Industry Rockstar in San Jose, California presenting to 6K

Business Owners, Entrepreneurs & Experts

19
20
 My Story
“Anyone who !inks my
story is anywhere near
over is sadly mistaken.”
Donald Trump

O
ne of the things you will learn in our Industry Rockstar®
Branding system is how important your life story is. Your
story is literally the glue that will bond your customers to
you and your company. It is part of what will build your personal
brand and it is what gives you the MOST credibility in your work
with people. They want to know you have lived what you teach
– not that you have just intellectualized it. You have many great
stories about your life: everyone does, without exception. It just
depends on whether you are willing to start to see them as great
and inspiring. Your life story will inspire people and it must be
told. Here is mine.
As we reveal all parts of this journey, start noticing all the finer
details of what I am sharing with you – as you are going to do the
same in your books and products, on your websites and in your
presentations. This was the beginning of the Industry Rockstar
brand…

21
My Story

For the Love of Music

Music was my first love. I started playing piano and singing when
I was about five years old. My older brother who was a musician
wanted me to be one also. My love for music created a struggle
between my father and me, as he wanted me to be a lawyer, and I
wanted to pursue a path I could pour my heart and soul into. We
argued throughout my youth, and I became very good at crafting
an argument and putting evidence together to make a point. It was
a little bit like the movie The Jazz Singer, where his father wanted
him to be a rabbi but Neil Diamond wanted to be a musician.

Me at 5 years old with my first passion

One thing my parents were adamant about was how important

education was. And specifically alternative education. During my
kid years, my parents were so adamant about education they had
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 Kane Minkus

me enrolled in special enrichment programs at Universities by

the time I was eight years old. Growing up in the Chicagoland
Area in the United States, I was a frequent on the Northwestern
University Campus (a top university) by the time I was nine years
old! I was studying at major Universities during the summers
and on weekends with kids much older than I was, about things
like creative writing, science, probability and math. At the time, I
resented it, but as I got older, I noticed that alternative education
was something that could set one apart. My parents taught me
that one of the most important things you can do is learn to love
learning and make it a lifelong habit.
But still – I just wanted to Rock!

Me at 8 years old with my first performance

I played piano anywhere from 4-6 hours a day until I was 17 years
old. Practicing and learning songs religiously, I wanted to be the
best in the world. It was so much more than a hobby for me as
23
My Story

I dedicated myself to learning songs from my favorite musicians

by ear and absorbing it all I could. When I had my bar mitzvah at
age 13, my parents asked me if I wanted to have a huge party, or
invest the $15,000 in music equipment... easy choice! I decided to
buy a whole series of keyboards and recording equipment, which
kicked off my formal career in music. I started working with other
musicians and touring with bands and being considerably more
involved with the music industry.
I began to throw huge charity concerts at my high school where
we would bring together anywhere between 500 to 2,000 people
to raise money for charitable causes. I performed solo and in the
bands in these events in large auditoriums and on stages throughout
my teenage years.

Me at 15 on tour

Between ages18 to 21, I became a record producer and worked for

SONY Music in Artist Development where my role was to develop
new talent. I had the opportunity over the years to work with
high profile artists like Mariah Carey, Daren Hayes from Savage

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 Kane Minkus

Garden, Joe Satriani, Faith Hill and her writers, and numerous
other smaller names. It was while I was attending Berklee College
of Music at age 21 to study Music Productions and Music Business
that I met my future business partner Nick Thomas.

Me at 18 in the recording studios in Boston

After completing my education at Berklee, I began working for

recording studios in a range of different lower-level positions in
New York and Nashville... and I ended up going completely broke
working for other people and developing other people’s talents. I
was in Nashville when I hit rock bottom. I went $40,000 into debt
with no cash to my name, and I basically had to borrow money
from my own parents in order to rent a U-Haul moving truck.
I called my friend Nick, who was working in California at the
time, and packed-up my whole life to move out to San Francisco. I
lived homeless on Nick’s couch at age twenty-two throughout the
summer, while we started our own media business together.
My parents loved me and worried about me! But my dad was firm
that I had to figure my life out now and start taking care of myself
like a man. It stung to be so broke – I couldn’t do anything! I
25
My Story

barely knew how I was going to eat, and I often fantasized about
magically having someone drop money in my lap to relieve some
of the pressure. I would miss paying my mobile phone bills because
I had no money, and my phone was shut off for days at a time until
I could figure out ways to make more money.
One day, in San Francisco, I literally ran out of gas on the Golden
Gate Bridge (in a car my brother had given me) and a police car
had to push me, in my own car, across to the other side of the
bridge. There I was, being pushed across the bridge by a police car
in the middle of rush hour traffic, with all these cars going by me.
Life became like a slow motion film. Kids and people were looking
out their windows at me with concerned expressions. I felt like I
really had hit rock bottom in my life.
I decided something had to change. I was not willing to go on like
this forever, and I had spent so much time devoted to a talent that
was doing nothing for me. For a moment I thought – my dad was
right – there is no money in the arts! In order to earn something –
anything – I started playing piano and singing at a very flamboyant
bar in the Castro, a notoriously gay part of San Francisco. The
owner felt badly for me, and thought I had pretty good talent, so
he let me take over one night of performing in this crazy cabaret
bar.
It wasn’t long before I had built up a following there and had the
room packed with a few hundred people all singing songs along
with me from Billy Joel, Elton John and lots of cheesy 80’s pop
rock songs! But again, there I was, feeling super talented, having had
over ten years of experience and abilities in a field, and still getting
paid so little – just enough to barely survive. It felt like enough
was enough and I really wanted to know why some people made
so much money with their talents while others always struggled.
At the same time my friend Nick, from music school, and I decided
to start a media company out of our bedrooms that focused on
creating audio soundtracks for Internet websites. We were ahead of
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 Kane Minkus

our time as the Internet had just started using audio on websites to
differentiate the experience for a user. It was new, but we wanted
to be first to the field. Except there wasn’t much of a field there
yet! So again, we were both heavily trained, really experienced
audio professionals and were making barely any money!!
Let’s add another interesting part into the story: A few years earlier
at age nineteen or twenty, when I was at Berkley College of Music, I
had fallen in love with a girl who was from Los Angeles. She would
constantly listen to my phone arguments between my father and
me over whether I should be a lawyer or a music producer. It was
through this that she suggested that I go to this seminar called
the Landmark Forum. I looked into it and it sounded weird to
me – like a cult – but she really pressed that I should go and do it.
Literally to have her stop hounding me about it, I just went and
did it... and I loved it. It was awesome. I walked away knowing and
believing that I actually am authoring my own life. The idea that I
was a victim of my circumstances or my life story hit the ground
and fell to pieces around me.
The idea of being a seminar leader, helping people shift their
mindset, change their lives and achieve new results with themselves
and others was very powerful for me. I saw a future in that, but for
now I had a mission to be a big name in music. And so, there I was
a few years after, homeless, lying broke on a friends couch in San
Francisco in a completely windowless room that we were using
as a studio (and my bedroom). I knew then that one of the most
important things I could do was be in environments with people
who were successful and who would talk about how to be more
successful and influential. I was too broke to afford any training to
help me, so I went and volunteered at a Landmark Forum in San
Francisco – just so I could be immersed in the atmosphere.
I ended up being at a seminar with a guy slightly older than me,
named Bryan, who was an Executive Coach. As fate would have
it, it turned out that his mother was one of the top Executive

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My Story

Coaches in the Silicon Valley. She was one of the key people
responsible for bringing Stephen Covey’s work into the corporate
world. Bryan not only understood leadership, but he had just sold
his own media company in Los Angeles, that was just like the one
I was starting up with Nick in San Francisco. I asked him if he
would help me. He normally charged tens of thousands of dollars
for coaching every year, so I knew it was out of the question for me
to pay him. However, he felt sorry for me, and he also understood
in detail what kind of business I was in. I had run a few events that
had produced average results, but I had never understood how to
build and run a profitable, successful business.
Bryan met me at my office/bedroom, which was like a dungeon
studio (which we were using to start up this new business). Nick
had put a couch there for me to sleep on; it was a love seat actually
that was too tiny for me to sleep on. I had awakened every morning
with kinks in my back. Bryan agreed to help me out in return
for some equity in the business. I had nothing to lose. He saw
something in me that I don’t think I saw in myself: determination,
persistence, and aggressiveness. I had the willingness to take risks
that other people wouldn’t. He realized that I knew how to ‘do’
within the business and that I had a talent, but I didn’t know how
to think like a CEO. He was planning on showing me how to do
exactly that: how to run a business, not just do business.
We ended up going on an adventure together. Bryan came in twice
a month from there on and worked personally with Nick and me,
coaching us on how to run our business. In the first month, Nick
found out that he was going to have a baby. He came in that day
and said, “We’ve got 6 months to make something of this business,
or I’m out.” This was a tipping point. We got serious. We began to
take our work with Bryan to a whole new level. I spent as much
time with Bryan and his parents as possible learning every single
thing I could about thinking and living like a CEO. I not only
wanted to learn everything that they were doing, but I also wanted
to learn what they had learned. It sent me on a mission of about
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 Kane Minkus

seven or eight years of exploring mentoring and coaches that

they had worked with for the past twenty years. I learned Neuro-
Linguistic Programming (NLP), getting my Masters Certification
over a period of three years. I did every kind of self-development
and leadership work possible (which in San Francisco, there is a
lot available!) including psychology, neuro-science, and somatics.
I attended a training every other weekend from the time I was
twenty-two years old until I started leading my own trainings at
age twenty-nine.
At that time, I wanted to tie all those skills back into building
a music business. I was looking for competitive advantages and
it seemed like the most successful CEOs in the world either
understood that stuff, or had someone on their team who did.
(This is why we are teaching you all this: even if the best CEOs in
the world don’t have certain skills themselves – they have people
on their teams who do. And that’s because they have big budgets
to be able to afford it. But we figured, why should they be the only
ones who get access to this information?!)
I have a core belief that you should have fun in life. I had the most
fun in music, so I wanted that to be my financial centre as well.
Most people don’t know or believe that they can make tons of
money doing what they love...I spent that entire period of time
proving it’s possible. Earning six figures doing what you love to do
in life is an absolute no-brainer. I can teach anyone to earn (and
actually get them earning) six figures doing anything regardless of
how weird that profession might seem within 6-12 months. If you
do exactly what we teach you in this book, six figures is inevitable.
To earn seven figures requires a bit more strategy and action, but is
also quite easy. It’s the eight figures or more that (to me) requires
a deeper level of strategy, planning and execution. In the first three
years that I was leading my own seminars, and working with our
participants (business owners, entrepreneurs, coaches, consultants,
contractors, freelancers and professionals), we had helped people

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My Story

create more six figure incomes per year than any other training
organization on the planet.
So, just because I had a real talent for the piano and keyboards
(in fact, I was considered as one of the best in my school, and
even in the country) didn’t mean that I was masterful at creating
money out of that talent. Bryan saw my talent with no structure,
something I see every single week in the trainings I run. So many
people, who are smart, talented and bright, don’t know how to get
clear, get packaged and get positioned in their own industries.
One of the big themes in our work is that you must have a coach
and you must work in groups of people who are better than you at
what you do. That is exactly what I did with Bryan and his family
throughout my twenties.
About three to four years after Nick and I started our music
business – a media company called SomaTone Interactive – it grew
to be among the top five companies in the world in its field. Our
company focused on applying audio sound tracks and animation to
film, TV, and video games globally. We started with nothing – no
contacts, no relationships, no understanding or knowledge about
the media industry. It was just a passion blended with a dream
to create a successful company. That alone didn’t do it of course.
Passion and good intentions are great, but they are meaningless
without understanding how to package up and position yourself
into an industry to have money flow to you.

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 Kane Minkus

Soma Tone Interactive Awards & Projects

People in the industry, our friends, and our family were stunned
at how fast we grew the business, especially as it was a service
business in a field that was over-saturated and over-commoditized.
We moved our business from commodity-based (“how cheaply can
I get your music and sound efx?”) to value-based (having people
say they “had to work with us” because we were “the best”). In five
years we had worked on over 1,500 video games, a half a dozen
major motion picture films, two top rated TV shows, and dozens
of award winning ads. In fact you have probably heard our music,
sound efx or voice-over productions (without knowing it). I also
got to fulfill my lifelong dream of working with an orchestra to
record songs I had written. I hired the Berlin Film Orchestra in
Berlin, Germany and spent two weeks recording three magnificent
soundtracks with them for video games, and a handful of songs I
wrote on my keyboards in my bedroom years earlier, to be used for
business projects.
So, not only can you create the career you want, but you can also,
choose the quality of the career you want to have and how you want
to contribute to the world. Our company specialized in providing

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My Story

soundtracks for media directed towards women and children. We

went from being in an industry that everyone laughed at, to being
leaders in a global industry that was the fastest growing industry in
the world: Casual Games (this was where the Way, DS and many
other game systems went as the industry grew).
Lesson: if you want to become really rich – figure out where the
world is going and get there first. This is what we are teaching you
in this book – this is where the world is headed for the next decade
in business.
Look, people laughed at us because of the industry we were in
– said we were crazy, and called us names. Who cares? Do you
know how many people have told me I’m crazy? Stupid or doing
silly things? Except those people are not running businesses, have
never built global brands, and are feeling stuck and frustrated in
their own lives. Many people who told me I was nuts along the
way, now work for me. You must surround yourself with positive
people that encourage you to take emotional risks and learn from
your mistakes. It is the only way to go. Remove the negative people
from your life – yes, even if they are family. You are here to change
the world, and as much as I love my family, and encourage people
to be close with their families, there have been times when I have
had to step away from family to do what I needed to do to build
my business. Everyone will have an opinion – make sure you listen
to those who have been the success you want.
While building SomaTone, I started to decode how business occurs
(since I had NO idea how it worked before hand, I had to learn it
through mistakes and modeling). I worked with venture capitalists
in Silicon Valley to learn how to invest, where they invested and
why (I had a crazy idea one time to build a technology for the
video game space. I studied with VCs to learn how to raise capital
for a tech business). San Francisco and Silicon Valley really are an
amazing blend of personal development/leadership devotees and
uber brilliant entrepreneurs. I often joke how in LA everyone that

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serves you in a restaurant is an aspiring actor or model, where as in

San Francisco it seems like everyone that serves you in a restaurant
is an aspiring tech start-up entrepreneur!
It didn’t take me long, while studying with top executive coaches,
going to an endless stream of personal development seminars (NLP,
Landmark, Avatar, etc.), before I became antsy to see what I could
do in other businesses. With my coach Bryan, turned friend, turned
business partner, we began going on a rampage together, starting,
building, buying and developing more and more companies.
Within about eight years, we started, bought, developed and in
some instances sold 24 companies in all sorts of different sectors.
Some went really well (five of them we built into international
leaders in their field), and some… well… they didn’t go so well.
But what’s success without failures?
It was then we really learned that there are no losses there are only
lessons. Of the 24, 19 were incredible learning curves anywhere
from disaster to medium success. We took risks and learned a lot,
including an internet business that we bought for $250,000 and
was worth nothing two days after we bought it.
It became very obvious for me that you learn most from your
mistakes. I now seek to make bigger and bigger mistakes every day
because I know inherently that they bring me bigger and bigger
learning’s. If you don’t step outside your comfort zone, you don’t
grow. My real commitment and drive is to learn, something that
was ingrained within me as a child growing up in a household
where education was highly valued.
By age twenty-five, I was running my own consulting business on the
side, while we were building SomaTone and these other businesses.
Having now run more then two dozen companies myself, and
having coached hundreds of executive teams personally around
the planet, doing business in 22 different countries, and having
coached hundreds of thousands of Entrepreneurs worldwide in our

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My Story

trainings (and millions online), I have had the opportunity to be

part of many, many business opportunities and learn from so many
people’s mistakes. I get to bring all that knowledge and perspective
to my participants and clients and you will too as you continue to
action the system we are putting together for you in this book.

The Forming of Industry Rockstar (& Jeff & Kane)

Four years after we started SomaTone, it was generating a lot
of cash (I know – a terrible problem to have). Yet, I decided to
maintain my incredibly humble financial life until I was earning
passive income, so I could never end up broke on a couch again.
I, in fact, made a personal promise to save and invest 70% of my
income… I have stuck to that every day since I made that promise.
So, when I was around twenty-six years old, I wanted to learn about
investing and knew I didn’t know anything about it. A couple of
friends introduced me to this investment guy named Jeff, and
when we met each other, we actually didn’t like each other much
at all! We both thought the other one was too cocky. We probably
were! Ha!
About a year later, as my income had continued to grow, I was
re-introduced to Jeff. Jeff came in and pitched to me about his
portfolio management – and I thought he was great! Along with
his business partner, they were young, energetic and very clearly
successful. I was in. Jeff began to help me buy properties. It was
through investing millions of dollars together in real estate that we
formed our friendship and later our training company.
Lesson: Pick your business partners well. I have always had
business partners in my businesses, mainly because I don’t like
to work alone. But one of the key tenets I have always followed
is know your business partners for a while before you go into
business with them. You must do some business together for a
while with someone, before you go about owning a business and
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getting financially “married” to them. Whenever I have broken that

tenet I suffered from it. Business partners are great, just make sure
you date them for a while (like six months to a year actually doing
business with them in deals) before you put a business together
with them.
My partnership with Jeff proved to me that working with the right
person in business exceeds the right idea in importance. If you
have brilliant people who know how to sell, you can take any idea
and turn it into success.
After investing for many years together – we decided to start helping
other Entrepreneurs have the success that we were experiencing
by giving business training events and seminars.
In the first year out of the gate, Jeff and I did almost $1 million
as seminar leaders, coaches and consultants – doing this as a side
business. I was 30 at the time (still running SomaTone Interactive
full time and managing a few other smaller side businesses), and
Jeff was 27.
Together we launched Industry Rockstar® Global Business
Training Seminars and started leading events as “Jeff & Kane”. We
went from leading seminars of 75 people to having seminars of
500 people within about 6 months. It kept on growing from there
to delivering trainings in stadiums to over eight thousand people,
sharing stages with Sir Richard Branson, Bill Clinton, Tony Robbins,
Donald Trump, Robert Kiyosoki, Tim Ferriss, Dr. Demartini, Bob
Proctor, John Grey and countless other celebrities and amazing
thought-leaders.

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My Story

Industry Rockstar in Sydney, Australia presenting to 6K

Business Owners, Entrepreneurs & Experts

Founding the Jeff & Kane brand and the Industry Rockstar Brand
in 2008 (teaching people how to position themselves as an expert,
personally brand themselves and package up their knowledge into
products and services), we began traveling internationally in 2010
together running our seminars and trainings. First going abroad to
Europe and then beyond. Our first trips to Australia was in 2011
before we rapidly expanded the growth of the Industry Rockstar
brand to the countries of New Zealand, Canada, UK, Germany,
Amsterdam, and the South-east Asia region in Singapore and
Malaysia. In early 2012 we had the privilege to do a five city tour
through India to rooms packed full of 500+ Indian entrepreneurs
completely excited to learn how to take their talents and skills and
position themselves globally.
In 2013, we started recruiting trainers to lead our events globally
and now have a dozen trainers that travel globally leading our
business trainings in 12 different countries.

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(In 2013 Jeff stepped out of Industry Rockstar to pursue other business
and personal ventures of his own. Today he continues to lead some
events globally for Industry Rockstar when timing permits.)
Through all of the trainings and workshops Industry Rockstar trainers
give the ultimate goal of our work is Social Entrepreneurship.
Industry Rockstar trainers and methods teach people how to
become Rockstars in their Industry; how to position, package and
productize themselves in such a way that they can earn the money
they want to with their passion. Then, we empower heart-centered
people, who want to make a massive contribution to people of the
world, to achieve what they want professionally so they can give
back. We give up time with our own families to get out into the
world and help people. The reason we do this is because we feel
we make the most impact directly on people’s lives when we can
work with them in person. We want people to run their businesses
connected to the idea that they are helping other people. You can
use your money and more powerfully build your business and
network when you are engaged in contributing to others in the
world – whether that’s funding other charities and causes or even
businesses in countries and locations in the world that need it most.
As part of our seminars we support global charities like Amnesty
International, Virgin Unite and UNICEF by playing business games
in our training rooms where owners choose to donate portions of
the new money created to charitable causes globally. It’s a powerful
way to combine business, talent, money and community.
The most successful entrepreneurs in the world are all involved
in this conversation. The more successful they become, the more
they ask, “How can I give and help other people?”
Passion, talent and team are the three things I always rely most on,
in building a successful business. This brings us to the next most
important thing you can do – which is to partner with people that
are massively successful. When we say “start at the top” – we mean

37
it – and one of the best ways to do this is to partner with the top
people right out of the gate.
Most people would think that’s ridiculous – “Why would the world’s
most successful people want to partner with me?” you might say.
Except, be careful about what questions you ask yourself – because
it is what gives you the quality of life you have. A better question
is “What can I give the world’s most successful people so they
will find me valuable enough to partner with them?” Ask better
questions and you will get better results. Your brain is magnificent
in answering the questions you ask it. If you ask it questions that
lead to success, then success becomes inevitable.
I knew from the very start of being in the training, seminar, speaking
industry (or any industry for that matter) that I wanted to partner
with the top. When I started SomaTone – I wanted to be partnered
in with Electronic Arts, Disney, Pop Cap, Zynga, Warner Bros. and
Dream Works – and that’s exactly who we partnered with – in
the first couple years of starting our business. In the speaking and
training world, I again started by not knowing anyone, or having
any contacts AT ALL! But I wanted to partner with the largest
in the world – the biggest promoters, the biggest brands and the
biggest speakers. So that’s what I set out to do. The first thing I did
was made a list of everyone I wanted to work with and meet in
the industry. That list included people like Tony Robbins, Robert
Kiyosaki, Frank Kern and more.
I found ways to be at conferences where these celebrities on my
list were going to be, and found ways to meet them and talk about
how I could be of service or value to them. One of my secrets to
success is finding top people and finding out how I can help them.
Always ask other Industry Rockstars how you can help them first
– before you ask them to help you.
Top people want to help others who are action takers and are
determined to create a massive and positive impact. All top industry
performers need great people on their team and are always on the
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lookout for new, fresh, creative and incredible talent to add to our
friends, colleagues, JV partners, vendors, and so on. It’s time now to
make sure you get clear about who you want to partner with in the
world and start finding a way to get to them to talk about doing
business together. This leads us to our first framework of success to
build the business you want.

Industry Rockstar in Berlin, Germany presenting to 5K

Business Owners, Entrepreneurs & Experts

39
40
 The Entrepreneurial
Hierarchy of Focus
“Life is not about what it is now –
it is about what it can become.”
- Anonymous

I
often ask people in our rooms, “who would like to triple their
rates?” Naturally, everyone raises their hands. I say, “OK! I’m
going to give you the secret. Get your pens out and write this
down…” They all diligently get their pens. Then I usually get on
a chair and scream, “Triple your rates!” Everyone has a chuckle at
me, and we get to the reality that YOU set your rates. Earning more
money is not about setting new rates. That part is easy! Seriously,
if you want to raise your rates – do it now. What’s the hard part?
Being in circles of people who can afford them.
I remember when I decided to raise my rates to $100K a year
for private coaching. I decided that that was what I wanted to
charge to work with people. It was a good price tag for filtering
only the most serious and high earning private clients. But it wasn’t
hard to declare that! (You can declare that right now if you want,
and you should! Raise your rates right now! Double them right
now!). The real challenge was being in conversations with people
that could afford those new rates. Ah ha! This is when we started
to notice that different levels of people are in different types of

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The Entrepreneurial Hierarchy of Focus

“conversations”. If you are not in their type of “conversation” then

they won’t consider you as a possible colleague, friend or vendor.
If you are in their “conversation” then you will immediately occur
worth talking to about working together. Let’s explore the way
you network into higher network circles now.

The Hierarchy of Focus

What I have noticed over the years of training entrepreneurs and
interacting with all different levels of people in business is that at a
core level, most people would simply like to earn more money for
the same work they are doing now. If you are a massage therapist
who wants to charge $1,000 an hour instead of $100 an hour,
then you need to find the people who can afford $1,000 an hour
based upon their own cash flow. I was looking for ways to help
people network their way to the wealthiest and highest-leveraged
individuals and acquire them as clients.
It’s true that your network creates your net worth. The people you
surround yourself with will absolutely define your success. This is
all very well and good to know, but the real question for you now
is, “How do I actually get to higher net worth people?”
Here’s the first tip: put yourself in the path of successful people –
go where they gather. Spend time there or interact with them. (I
found an amazing relationship between meeting highly successful
people and being where they hang out! Wink, Wink) I mean this
is sort of like business right? How can you have any customers if
no one knows you exist as a business? The same is true with highly
successful people. They have to know you exist to even become a
part of your life. So, go where these more highly successful people
hang out. If they are at certain business conferences, sporting clubs,
airport lounges, and other places, then go there and be around
them.

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Smile at everyone. Say hello to everyone and meet people. Make

conversation. This is so simple, but most people don’t do all three
of these things, consistently every day.
The first question I always ask our participants, if they don’t have
enough wealthy people in their phone book is, “When is the last
time you networked in a group of successful people at the top of
your profession?” Normally I get one of two responses: 1) I don’t
like them when I network with them or, 2) why would they want
to talk to me? Or what do I have to offer them that would make
them want to talk to me now?
Let’s look at both of these questions in detail. By the way, if you
are saying, “I’m fearless and can approach anyone,” then you are
not thinking big enough. If you are fearless, then you need to be
approaching Tony Blair, Sir Richard Branson, Nelson Mandela and
talking about doing business.
Ok, so number 1.) “I don’t like successful people when I network
with them…”
Here’s the thing I noticed over time networking at the top of any
industry. I don’t like everyone either. I only really bond with a
handful of people at the top of any industry. You are not likely going
to like everyone in a group, and no one wants you to pretend to
be their friend just to do business together (it’s super inauthentic).
Spend time with people that you actually like on a human level
and with whom you would want to become friends: there are
plenty of successful people with whom you can resonate. Besides,
a successful career is one in which we spend time with people we
love being with, both our customers and our colleagues.
The first thing I noticed about Sir Richard Branson when we had
dinner with him is he was pretty cool just as a person. He was
super humble, a total adventurer, completely cared deeply about
people and how he could help them. I was like, “Cool, I could hang
out with this guy and talk about life.” When we had dinner with

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The Entrepreneurial Hierarchy of Focus

Tim Ferriss, the same thing happened. He is really knowledgeable,

pretty chill, really interesting, and working on some cool projects.
I thought, “Here’s a guy I could go see a movie with, or jump on a
plane and talk to for hours.”
Now that doesn’t always happen. There were plenty of times in
the music industry where I was around famous people (who shall
remain nameless), and I honestly felt I would never trust my wallet
or my girlfriend with this guy. I didn’t care how famous they were,
or how much I was ‘supposed’ to like them – I just didn’t. And
therefore, I didn’t want to work with them.
This might sound ridiculous, but I’m going to say it anyway, because
no one ever said it to me and it took me years to figure this out. In
case no one ever gave you permission to be yourself, and be true
to your morals and values in business (and life for that matter),
you can – and be wildly successful. It seems like so many people
are looking for the one road to success… as if there is one! There
are some common traits to success. As Tony Robbins always said,
“Success leaves clues” (an awesome quote). But, give me a break if
you really think that there is just one system to success! There are
infinite systems to success and while they do have common traits,
you will ultimately create success the way you do it, not the way
anyone else has done it before. This means there are infinite roads
to success and infinite people you can be working with to create
success. In fact, success is not so much about the pieces or players
on the chess board; it’s how you make-up the rules around the
players.
I’ll give you a little metaphor. I have always loved the game of chess.
I wasn’t necessarily that good at it, I just loved the game. A couple
years ago my friends invited me to a night of what was called “Bug
House Chess”. I had no idea what to expect but thought it was
pretty dorky that I was being invited to a night of chess playing on
a Friday night. But, I trusted my friends and they were guys who
knew how to throw a good party so I went with it. If you have no

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idea what Bug House Chess is I’ll share briefly how it works as it
became all the new rage in America over the last decade.
You play Bug House Chess with two independent chess games
going on next to each other (so there are two couples playing each
other simultaneously next to each other). Except the person next
to you, becomes your partner. Every time they take a chess piece
off their opponents table, they can hand it to you and you can
place it anywhere you want on your chessboard. This constantly
changes the dynamic of the game, and it can shift the power in a
split second.
There are other dynamics that make the game exciting, but here’s
what I noticed. As soon as the rules changed from the traditional
game of chess, I was awesome at it. I don’t know what it is, but
changing the rules of how the game worked suddenly made the
whole thing work better for me and I was like the reigning champion
of Bug House Chess that night! (Yes I know, not something you
write home about).
Here’s the point: it’s never about the players, it’s about the way
you use them. A great leader knows that there is no such thing as
bad employees, only bad leaders. Every person you meet can be a
huge asset to you and can be a partner with you in changing the
world, if you know how to position them in your life.
So what does this all mean? It means that you should work with,
network with and spend time with people that you actually like
on a human level (that are already successful). There is never a
need to do business with someone, just to do business with them.
But beware if all your friends are low achievers or having financial
problems. It means you need a new network. I don’t mean to sound
cruel, but there is a harsh reality in who you surround yourself
with and the opportunities you will have as a result.
I have found every time I thought I would just schmooze with
someone because there was some professional advantage to

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The Entrepreneurial Hierarchy of Focus

knowing them and I didn’t really click with them, that it never
really worked out. The same applies with the top players. There
are some that do click with you on a personal level, and some that
don’t. Write off the ones that don’t and spend time with the ones
that do. I see so many people working hard to prove themselves to
some successful person, or trying to fit in. It reminds me of high
school where everyone was awkward and trying to figure out how
to fit into the different social circles. Build the world you want and
then choose the people that you want to fit into your world.
Number 2.) Big concern: “Why would they want to talk to me?”
Great question! If you ask yourself this question, change it to
something more useful – because this question doesn’t help you at
all. But more importantly, this leads us right into our Hierarchy of
Entrepreneurial Focus…
I successfully networked my way to the top of several industries,
and along the way we noticed that the people at the top were in
different conversations then the ones at the bottom. Naturally this
shouldn’t surprise you (nor did it surprise us). But before we were
there, we didn’t realize what conversations they were in.
I don’t know about you, but I found it exhausting and time
consuming to have to start at the bottom of an industry and work
my way up through networking. When I started in the speaking
and training industry, I made a conscious decision to start at the
top – by using the techniques in this book.

MYTH #7: You need to be at the top in order to engage in

successful, high level conversations.

Actually anyone can engage in the conversations people are having

at the top. If you engage with successful people on the level of
conversation they are in, they will resonate with you. And more

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than likely, they will also be interested in doing business with and
being involved with you.
People often do business with people they have relationships with,
like their friends. This means that there is a common conversation
and common ground occurring. One of the biggest mistakes I see
with Entrepreneurs who want to accelerate their success, is: when
networking with high-profiled individuals, Entrepreneurs often
engage the Rockstar in the Entrepreneurs “level of conversation”
Instead of engaging the Rockstar in the Rockstar’s “level of
conversation”.
Here’s an example. If you are someone who is a year into running
your own practice, and you want to know how to make more
money or more clients, your conversation will likely be about how
to get more clients. You will be seeking out courses on marketing,
and you might be talking to friends about how they get clients.
This is very different than if you are running a $5 million company
now, for example. You are then likely to be in a totally different
conversation – probably about leadership or how to help more
people. The point is that different people at different levels of
success are having different conversations about different issues.
If you want to rise up the ladder, charge higher rates, and work
with higher profile clients, then you need to know how to be in
the higher level conversations. We refer to this as the Hierarchy
of Entrepreneurial Focus, and this model is essentially the levels
at which entrepreneurs put their attention, as they grow in status
and success.

The Entrepreneurial Hierarchy of Focus:

The Four Levels of Conversation
The first level of conversation is of someone who wants to leave
their job and become an entrepreneur. The conversation they are

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The Entrepreneurial Hierarchy of Focus

in, is “how to structure and start their own business”. If you are in
this conversation and you have little or no experience on how to
start it up, your dialogue will be focused around that.
The second level of conversation is someone who has been in
business for awhile, and who is running a practice or business.
This person is engaged in the conversation about how they raise
their rates and change their positioning to be at the top of their
field. They are interested in increasing their profile and reach, and
improving their brand and significance in the marketplace.
The third level of conversation, once you have reached the top of
your profession or have made the money you want, is how you buy
your life back. This is about how you extract yourself from your
work by scaling out your service company, put your knowledge
into products, systematize your business and reduce the amount
of time you have to work in order to make the same amount of
money. Here the term “leverage” becomes key. Leveraging your
time and your talents.
The fourth and final level of conversation, once you’ve been able
to buy your life back and you make the money you want, is how
you can help more people. There are people in our training rooms
who have the belief that money corrupts you. However, money
actually magnifies what’s in your heart. If you love people, the
more money we give you, then the more ways you will find to
go and love people. If you are feeling worthless or feeling like
a fraud, the more money I give you, the more you will feel this
way. This is why people can make a lot of money but still feel
unfulfilled – because they haven’t worked out their deeper level
identity around whom they are, so the money only magnifies that
unfulfilled feeling. (More on this later)
The most successful people in the world that I have spent time
with have all been in the conversation of how they can help
more people. In fact, until we completely got engaged with this
conversation for ourselves, we were coming from the perspective
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of how to position ourselves at the top with them – and that

reduced the connection between us and them.
There was an experience I had where I was introduced to one
of the top CEO’s in India (during a tour in India) – a $400-500
Million USD company. He asked us what I do, and we had a quick
30 minute conversation with him in his office. He was trying to
find out where the value was in the relationship, and I was sharing
with him what I did – that I consult and coach CEOs and leaders
of organizations on personal branding, marketing, sales, leadership,
packaging and positioning strategies, and so on. I was throwing
everything at him to impress him. Soon I noticed he wasn’t very
engaged in that conversation...in fact, he looked bored.
I was at a bit of a loss as to what I should do to create the energy
and synergy we were looking for, as it was a meeting someone had
set-up for us. After a long moment of silence between us – that felt
like an eternity – it dawned on me to ask him what was important
to him outside of work.
Although we all have hobbies and things we like to do in our
downtime, very often high powered people are using some of
their free time and talents to help people. For anybody who thinks
that people at the top are greedy and selfish, I have some bad
news: it’s often the other way around. People at the bottom are
often focused on themselves and how to survive, whereas people
at the top are trying to help as many people as possible. I’m not
going to say everyone is a saint at the top, but most people who
complain about wealthy people being greedy or selfish have not
spent time with enough wealthy, successful and powerful people.
When you actually interact with them, nine times out of ten, they
are massively engaged in helping people in some way. Sir Richard
Branson spends something like 80% or more of his time on his
Charity, Virgin Unite. Although he is very visible in the world
because of his branding and success, other executives and CEO’s
in the world who are successful have a very similar story.

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The Entrepreneurial Hierarchy of Focus

Back to our story about the Indian CEO: as soon as I started talking
to him about what he does outside of work, he opened right up.
He told me that he has a charity that donates to young girls in
India who don’t have the right clothes or books – so they skip
school, because they are embarrassed to attend. This CEO was
fully engaged with providing supplies so these girls could feel they
fit in, and could receive an education to help them achieve more
in life. When I became engaged in talking about what I do from a
charitable perspective in the world, we suddenly had the synergy
and engagement that I wanted with him. Naturally, this led to the
relationship I was hoping to have with him. We started discussing
how we could help him help more people. Then the conversation
took off and a relationship was forged!
Where most people approach successful people with requests about
how the successful person can help them, often the successful are
not really interested in having that discussion but entertain it out
of politeness. Ultimately that kind of conversation goes nowhere.
If you approach successful people in their conversation, you will
have a higher probability of creating a relationship with them.

Which Level Are You At?

So, we have looked at how to network into higher net worth circles
and build relationships:
1. Put yourself around more successful people
2. Seek to find genuine connections and friendship
3. Engage them on the level of conversation that they are in
(not the one you are in)
This is a recipe for networking into higher net worth circles, but
there’s one other thing to do with this Hierarchy for your own
benefit. Just notice where you are at the moment. Many people

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often spend time in a higher level of conversation then they really

should be. For example: some people are looking to “Buy their life
back” (Level 3 Conversation) when they have never successfully
run a business before. So they should be in a Level 1 Conversation.
We have met many people that are in a Level 4 Conversation: how
they can help more people, when they are completely struggling
in their own career with money. We help them shift their focus
from Level 4 back to Level 2: raising their profile, packaging and
positioning their talents so they can actually earn what they want.
We helped a woman recently who came through our four
day business training called Industry Rockstar Intensive, who
ran a company that was focused on making a difference in the
community. It wasn’t a not-for-profit company, but just a company
focused on services and products to help people in the community.
She helped groups come together for the benefit of learning, and
networking but she was really struggling financially making the
money she wanted. She was in a full Level 4 conversation – how
to help people – and had totally skipped over Levels 1, 2 and 3!
She was frustrated, broke and on the verge of giving her business
up when we met her. We quickly helped her refocus her attention
back onto Level 2 conversations. This means, we helped her get
clear about what business she was in, then helped her raise her
profile, package up her services better and start selling them to the
public and corporate groups.
She went from being broke to generating over $200K in new
business in about 4 months working with us. The best part is this
enabled her to start creating events and opportunities for her
database that she could do for no charge, build a bigger community,
help more people and continue to earn her money doing what she
loved to do.

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Sharing the Industry Rockstar Formula in Vancouver, Canada

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54
 The 8 Essential
Domains of
Major Change
“The best way to get rich is to
figure out where !e world is
going and get !ere first.”

T
here are eight essential domains of major change currently
occurring in the world that relate to the major movement
and shift in the way business is being done globally.
These eight domains are completely widening and increasing
the possibilities of people and entrepreneurs around the world
– and they are happening all around you right now. These eight
domains are the way the world is going, and it is where business is
headed for the next ten years or more. Some of the most successful
businesses in the world are already functioning inside these eight
domains, and they will continue to. Your ability to understand
the opportunities and take action on implementing these eight
domains into your current business is crucial for you to forge
ahead of your competition, raise your profile in your industry and
have the success you want now. As you read on you will find an
explanation of these 8 Essential Domains of Major Change.

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The 8 Essential Domains of Major Change

#1 Domain of Major Change – Personal Branding

Strategy

“Customers buy !e emo&on

!ey have wi! you.”
Personal branding is literally about branding yourself. It is taking
yourself, your personality and who you are and branding that
instead of branding the personality and culture of your company.
It works in cooperation with the brand of your company. We’re
not saying don’t brand your company separately, but instead we’re
suggesting that personal branding is an opportunity to accelerate
the brand of your company. This is because nowadays people want
to do business with people who are behind the logo – not just
machines, systems, structures or protocols.
With the global adoption and use of social media, like Facebook,
Twitter, YouTube, LinkedIn, and the eight million other social
media platforms that seem to emerge daily, people are getting used
to doing business with real people, not with logos.
Some major industries have been completely built on personal
branding – like the music industry, film industry, book industry
(publishing), coaching industry, specialty practitioner industry
(like a doctor, lawyer, accountant, or chiropractor), and the
speaking industry. Today, CEOs of major corporations are stepping
out from behind the corporate logo to connect personally with
their customers. The companies that resist this trend will simply
be left in the dust to their competitors.
Although, Personal Branding has become a buzz word at this
point, most of where we gathered our concepts is from years of
working in the Entertainment industry. The entire music industry
is built on personal branding – the personal brand of each artist

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is essentially what is being marketed. (I remember when I was

talking about Personal Branding in my private coaching meetings
and trainings around 2007, and people looked at me as though I
had two heads, because it was such a new concept.)
Below are a few ways Industry Rockstar trainings have been helping
people use their personal brands to accelerate their success:
Personal branding offers an opportunity to go in a few different
directions. You can either:
• Build an entire business around your own name. For
example, you use your own name and build an entire
business or practice around that name as the go-to person
for solving specific problems or achieving specific results.
This has become referred to as the Guru or expert business.
You can literally take all your own expertise/knowledge
and put it into products and services to help people around
the world. This is actually the fastest growing business you
can be in these days, and this is a powerful revenue stream
and marketing engine that all businesses can engage in.

In our training called Industry Rockstar Intensive, which

we have been presenting in America since 2008, we work
first hand with our participants to step them through how
to create a business around their passion and knowledge.
I can’t tell you enough how much fun this is to take your
own skills and passions and turn them into a business that
helps people globally and pays you six or seven figures a year.

I have personally developed eight figure businesses around

this concept and helped millions of people worldwide use
our techniques to literally create a new or additional revenue
stream through their own knowledge and passions. Usually it
is something that people have been doing for years for free,

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The 8 Essential Domains of Major Change

that can be turned into a successful business. Stay tuned for

more on how to do this later in this book!
• Use your personal brand to accelerate your business.
Different than building a business where the product
or service is literally you, or your knowledge, you can use
your personal brand to bring more awareness to yourself,
increase the relationship you have with your customers, or
increase your own visibility in an industry. This is where you
become the face of the brand that represents your business.
Richard Branson, Donald Trump and Steve Jobs are all
great examples of this. They were all brilliant at marketing
and specifically used their own personalities and charisma
to accelerate their business and create a brand for their
products. Notice they were not selling themselves (or their
knowledge) as the product or service. They were simply
taking the actions that a Personally Branded celebrity takes to
drive more exposure and business to their product or service
business.
Whether you want to, or already own your own business, or if
you want to use your personal brand to raise your profile in the
company or industry you work in, personal branding, hands down,
will accelerate your success the fastest.
Personal Branding is (and will be) one of the most powerful
marketing techniques businesses are going to use over the next
decade. With Social Media changing the way we do business, we
have all become more accustom to doing business with people and
individuals. When CEOs hide behind their corporate logo, there is
a significant decrease in trust, acceleration and overall customer
satisfaction.

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 Kane Minkus

Case Study: Personal Branding Versus Corporate Branding

Online

Although we had been teaching CEOs for years about how to

step out from behind the company logo and better connect with
the people in their company and customers, we recently had an
incredible opportunity to test this ourselves with our own online
landing pages.
We posted two landing pages online with exactly the same content,
except on the header of one page we used our Industry Rockstar
logo, and on the other page we used our Personal Brand (Jeff &
Kane at that time), including pictures and our personally branded
logo. We drove 5,000 people to each site separately, through ad
buying online (Google ad words, Facebook campaigns, etc.). On
each landing page (which were both exactly the same except one
was personally branded and the other was corporate branded)
there was a database capture or “opt in” box for the exact same
newsletter.
The conversion of people opting into the Personally Branded
landing page was 300 times higher than the corporate one. Since
then, I have repeated this with many of our Industry Rockstar
private consulting clients and Group Mastermind clients, and every
single one of them have had the same experience with the higher
converting pages being the ones that are personally branded. As of
the writing of this book, I have spoken in 12 different countries
globally and engaged over three million people in my award wining
5Ms Personal Branding formula, and yet only a few territories in
the world are actively pursuing this opportunity to increase their
business. This leaves a massive opportunity for those that are ready
to take action now.

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The 8 Essential Domains of Major Change

Winning a prestigious award for Industry Rockstar being recognized as a top

Global Brand. This award given to me in Singapore was previously given to Steve
Jobs, Hillary Clinton, Mark Zuckerberg and other top Brand Builders

This concept will not be new for long though (I can’t wait for you
to reread this book in five years time and say, “Ha! I remember
when personal branding was unknown! Now it is everywhere!!”)
We always say that if you want to make a lot of money then figure
out where the world is going and get there first! At the moment
this is where the world is heading. This will also be a timeless
business principle from here on out, as the whole world shifts to
working more personally with each other through social media.
People all over the planet are coming together and doing business
in almost exactly the same way, using the same online platforms.
The world truly is smaller than it ever has been thanks to the
internet and social media. The first thing people do, when they
meet you and think they might want to do business with you, is
look you up on line and see what kind of personal brand you have.
They start Googling you, looking you up on Facebook, LinkedIn

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 Kane Minkus

and other social media and internet sites. You will hear me say in
our presentations that, “The only two ways someone knows about
you is from what you tell them and what’s online!”
If you do not have a good personal brand established online, then
you are communicating to your customer now, “I don’t want to be
known and you will have a hard time reaching me.” This doesn’t
work anymore.
Today people want to be served and connect to real people (no
more call centers, automated phone lines, six layers to get to the
top, etc.) – so using your personal brand is one of the best ways
to demonstrate that willingness to connect with your customers,
create a personal relationship with them (since it is obviously not
possible to personally connect with every customer) and increase
the market’s trust for you and your service or product. I realize
there is a scalability problem with being so personally accessible,
and productivity experts would slap my hand for saying this. But,
sorry, there is theory and then there is practice. Using your personal
brand and doing a great deal more with your personal brand –
like personal marketing videos, live appearances, interviews, social
media pages, blogs about your life, etc. – will help your customers
have the experience of getting you personally even when you
cannot connect to them one-on-one.
Essentially, a brand is only a promise kept. The promise is a promise
of an experience you will have when you interact with the brand.
Like luxury, reliability, fun, etc. It’s time to start thinking about
what you want your brand to be experienced as. Kane-Maybe a
better way to say this is “It’s time to start thinking about how you
want your brand to be experienced” When I started leading business
trainings, I wanted to be known as the “real deal”. No seminar or
training fluff. When you work with Industry Rockstar trainers or
coaches you get results. But we also wanted to be known as SUPER
fun. So, if you catch our videos – sometimes we are super playful
– just to have fun, but then focus on presenting very compelling

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The 8 Essential Domains of Major Change

content. Look, Personal Branding is not a new phenomena, it is a

trend that is getting massive focus these days. I mean Steve Jobs has
been doing it since the 80s, actors and actresses have been doing it
since the beginning of movies and television (Anyone know who
Charlie Chaplin is?), musicians have been doing it since the 1920’s
(Anyone know Ella Fitzgerald and Louis Armstrong?), and in fact
there was a particular gentleman that is about 2,014 years old in
fame (as of the writing of this book), that kicked off an entirely
new religion! I think you know who I’m talking about?!
So, personal branding has been going on since the beginning of time
(literally!). We love celebrities, and we all want more exposure for
our talents, abilities and skills… Personal Branding is the way to do
that now.

Scaling Your Personal Brand

Since Video has become the main mode of communicating with
people online, you must be able to cultivate a Personal Brand
along with your corporate brand, otherwise, you will fall behind
your competition. Some people get all funny at this point in our
trainings when we put so much emphasis on the Personal Brand
by asking, “Well, how would I scale out a business based upon
myself?” “Great question”, I say. Another great question that is
asked is, “How would I sell my business if it is completely built
around me as the brand?”
Here’s the answer to both of those questions: If your business and
products and services are you, good luck trying to sell it. Many
well-known brands have sought out my advice on how to sell
their information division or business (which is built around their
personal brand). They say they want to sell their business, catalog
of products, intellectual property and trainings to another owner,
but they can’t find anyone who wants to buy it. No kidding, right?
That’s not a big surprise! I mean, really, what is Tony Robbins

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without Tony Robbins? What is a company without their brand

and their product? Pretty much nothing, except their hard assets
(like their computers and customer database, etc.).
I do like to think about the end of a business when I start it so, if you
are getting into the guru business, (which is an awesome business to
be getting into these days, even if you are adding another revenue
stream to a completely different type of business), then how you
are going to exit is an important question.
The typical end to a Guru business is to build the brand, build
the products and services and automate as much of the business
as possible (not to plan to sell it – and even licensing the content
sounds good, but is quite hard to find a licensee in many cases).
Once you systematize the business, you can scale it by achieving
more exposure for your products online, and hiring trainers to lead
your trainings, consultants to do the private meetings – except for
the clients or workshop that you love to lead yourself.
I realize this is probably down the road for you a bit if you are just
thinking of getting started now. But I just want you to know, as
your coach in this book, that I have the end in mind, while you are
getting started: which is to basically have money pouring into your
accounts, and having others doing the delivery for you (excellent
trainers mind you –I’m talking about only hiring great people), so
you can focus on the life you want, and deliver the programs or
products that you want to deliver.
So with a Guru business, you are going to either end up licensing off
your product and service catalog for others to lead and sell (which
is possible but often harder to make a success), or automating the
company so that you are receiving mainly “passive-ish” income
from the work you put in. It is pretty much guaranteed that no
one will buy your Guru business that is branded by you and is
about you. However, they might buy your database off you. There
is actually about a hundred other ways to make money in the
Guru business, which we talk about in our programs. But, before
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The 8 Essential Domains of Major Change

we get too far ahead of ourselves here is the only thing you need
to remember: Your database is the most important thing you have
in (any) business.
Another way of saying it is: your customer list. This list of people
you have a relationship with is the most important asset your
company will have. Treat it like gold, take care of your customers,
give them good information to help them, love them, be good to
them, and you will build a very valuable asset for your company.
Now on the flip side, if you use your Personal Branding to simply
accelerate your business or profession (even if you have a job),
that’s awesome and this will help your business and status grow.
Your business can one day be acquired (if that’s important to you),
even though you have used your personal brand to develop it.
Look at Apple for example. Steve Jobs used his own personality
to build Apple’s brand in the market place (and his own at the
same time), but he was fired from the company once and it kept
going. Naturally his personal brand was so powerful that it did
affect Apple’s profits, but (in my humble opinion) they made a
huge mistake never replacing him with anyone else that used their
personal brand as well. And naturally, Steve’s unfortunate passing
is separate to the fact that Apple is a running and functioning
company separate from him. The success or the growth of Apple
with or without Steve Jobs is a separate conversation and is really
a Leadership conversation. But the use of his personal brand
accelerated the success of Apple, while still allowing it to be a
separate functioning company that could be run or sold.
If you use these personal branding techniques to raise your status
at your company, you will build a separate brand for yourself in
your industry and often end up the way many of our participants,
who attend Industry Rockstar Intensive (our three day course on
Branding, Packaging and Positioning). They get multiple offers that
pour in year after year for them from other competitors, offered

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large bonuses to stay at their current employer and get massive

promotion opportunities.
The bottom line is that there are two ways you can use your
Personal Brand – one is to build a company around you and your
knowledge (called a Guru business), and the other is to use your
personal brand to accelerate your business – which may have
nothing to do with you as a product. You can also use your Personal
Brand to become the “well-known” professional if you work for
a company. The more exposure you have as the “Brand” and the
“Brains” behind the success, the more opportunities you will be
given. The more opportunities you are given the more success
you can create. Success cannot happen without opportunities, and
opportunities do not occur without exposure.

How to Personally Brand

Personal branding requires an understanding of:
1. How to identify the most marketable characteristics of
yourself
2. How to accentuate those characteristics, tie those into
greater purpose as a company, and
3. How to position those characteristics in the marketplace
so that they essentially create a deeper level of connection
between you and your customers.
This includes elements like personal stories of your life, your
mission and why you do what you do, in your business, pictures
and videos, content that deals with your personal mistakes, the
processes and systems by which you do things personally in order
to produce results in certain areas, etc.

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The 8 Essential Domains of Major Change

MYTH: Personal branding is something that you are

naturally good at, because it is all about you.

Personal branding is not just about suddenly deciding to put yourself

out there – it requires crafting, positioning and understanding. You
don’t just wake up one day and decide you are good at it. It is a lot
like public speaking or any skill or talent. You might appear to have
a natural talent or ability, but there is a whole science and world
to having it work, refining it for the right market positioning and
turning out the results you want. Done incorrectly it can actually
lower or damage the status of your current success or brand.
In order to master the domain of personal branding, you must have
an understanding of which characteristics and components of who
you are will work best when you position and package yourself
for the marketplace. Combined with the products and services
that you offer, your personal brand is a powerful way to position
yourself in the world as the Expert behind all the product, services
and systems at your company.
Let me give you two quick examples.

CASE STUDY – Personal Branding

Recently we had a woman, named Pauline, come into our four day
Experts Business Bootcamp called “Industry Rockstar Intensive”,
which trains our participants in everything they need to know
about personal branding, packaging and positioning themselves
for success. Pauline was struggling. The reason she attended our
seminars was because she was tired of struggling to get clients,
and then when she did, she found she could only charge them
about $60 per hour for relationship advice. She wanted to charge
more, have more clients, reach more people globally, create passive
income from online, leverage her time through workshops, and

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group coaching programs, etc.… She really wanted the Industry

Rockstar Makeover!
The first place we started with her was her Personal Brand. She
did not have anything cultivated, no focus in her marketing and
when you looked her up, she essentially had pretty lame pictures
of herself, a low quality video she put together, and a website that
did not scream expert. Naturally, one of her big concerns was,
she felt like a fraud just calling herself an expert, because she was
not really charging expert rates. We completely worked up her
personal brand. We noticed that she loved dancing, and had spent
her whole life being a “closet” dancer. We created a personal brand
for her to be the Dancing Relationship Coach: Dance your way
back to romance in your relationship. All the graphics on her site,
the metaphors, and images she used on her website and social
media were focused around Dance, and she positioned herself as
the expert in how to use body communication and movement to
reignite a powerful connection in your relationship.
We also raised her rates, had her create a couple eBooks (for lead
generation – we will explore this more later), helped her structure
her coaching and consulting practice with our specific structures
and techniques and got her to create a seven session, audio product
(that cost her practically nothing to create because she recorded
it on her laptop computer). Within three months she went from
earning around $50K a year to earning over $180K through new
clients, new structures and new packages she was selling. Naturally
she was floored.
Even though she came to us with so much doubt about whether
she could be seen as an expert, or if she was really credible
enough to be the “go to” person around relationship coaching, she
ultimately let the market decide and followed the system that we
taught her…the one that millions of people are using worldwide
now to build their businesses and create the money and lifestyle
they want.

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The 8 Essential Domains of Major Change

CASE STUDY – Personal Branding #2

The second example is an American gentleman who was part of

a corporation. He literally wanted to use his personal branding to
just become better known in his industry. In essence, he wanted
to make more money, and seemed to keep getting passed over
for a promotion and for important opportunities at the company.
Darren was an IT professional, and he really wanted to have
faster mobility up the corporate ladder. It turns out Darren new a
great deal about Agile Management (a particular way of building
products with a team). We helped him create a brand for himself
called: “The Agile Man, The most flexible man in IT”.
He branded himself on a small website, internally and with all his
colleagues at work. Naturally at first everyone laughed at him (the
usual response in a non-Entrepreneurial environment. People who
are not Entrepreneurs usually laugh and ridicule others that want
to take Entrepreneurial risks). Except no one was laughing when
Darren landed his first big speaking gig at one of the largest Agile
Management conferences on the globe. He gave a workshop to 50
other Senior IT managers. Because of his brand and training with
us on how to present from a stage in a massively engaging and
non-sales way (while still selling yourself and/or services to your
audience), he not only was a huge hit, but started getting more job
offers in one week then he had gotten in the previous 10 years in
IT!
He decided to accept one of these job offers which almost doubled
his income. About two years later, Darren called us up out of the
blue to enroll in our Coach’s Masterclass Course – a course that
we teach on how to be a seven figure Coach & Consultant. When
I saw him in our course again I asked him what he was doing there
now, and he said that he had built his profile so big that he was
working on building his own consulting business in Asia to help IT
companies there. He had gone from an $80K USD job a year, to

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now earning $150K in Australia, and he was moonlighting doing

some consulting work that picked him up another $80K a year –a
total of $230K a year. That’s a massive change going from a job in
which he had previously spent seven years earning between $50-
80K USD, slaving away and was a huge change in his lifestyle.
Now he has more notoriety, more appreciation for who he is and
his brilliance, and he is getting more fun opportunities then he
ever thought he would (not to mention one of those opportunities
is to simply make more money). He is currently on his way now
to earning seven figures running his own Consulting practice. And
this is a man who was concerned he would not be able to provide
enough value to his customers and managers in his business! It was
only until he was willing to get his Personal Brand in the market
place and take new actions, that he was able to achieve these great
results.

Industry Rockstar in Singapore presenting to 1K business owners

on how to share your message more powerfully

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The 8 Essential Domains of Major Change

#2 Domain of Major Change – Internet Marketing

Strategy
Although the internet has been around for 20 years, it’s one of the
fastest-changing types of marketing tools that we have available to
us today. There are some core foundations to internet marketing
which have shifted since social media has taken over, and will change
the way that we market for the long term. Although, it will keep
changing and shifting and might have changed radically even since
the time this book was published! There are new core elements to
internet marketing that still appear to be misunderstood by a large
portion of entrepreneurs. You must be at least aware of the new
fundamentals so you can use them for your benefit and growth.
There has never been a better time in history to do the following
3 things:
1. Acquire a database of potential customers
2. Nurture that database of potential customers
3. Make offers to that database of potential customers
Now is the best time in history to be able to establish a relationship
with a customer over the internet, nurture that relationship
through giving valuable information on an ongoing basis and offer
those people solutions to problems they are trying to solve, (i.e.
sell them products and services that they both need and want).
Business is about helping people and the recent changes in the way
people are using internet marketing lets us all help more people all
over the world.

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MYTH: You start a business and making money by helping

people locally.

If you want to make money globally, you must think globally. And
you can start a global business right now on the internet. The way
we are using social media, splash pages, email drip systems, opt-in
databases & double opt-in email, CRM’s, and opt-in email forms is
completely different in not what they are but how they are being
strung together. We will take a look at some of the core concepts
as to how we and our colleagues (who happen to be some of
the most successful Internet Marketers in the world), are most
effectively reaching people, building relationships with them, and
then offering products and services to customers in order to help
them.
If any of the terms I listed in the first sentence of the last paragraph
are unfamiliar for you (social media, splash pages, email drip
systems, opt-in databases & double opt-in email, CRM’s, and opt-
in email forms), then this is the perfect book for you to start to
understand the essentials and some of the lesser known techniques
to sourcing people online, building relationships with them and
effectively making offers to them. If you are already a seasoned
Internet Marketer you will also find lots of juicy approaches to
refining your online marketing system.

The Core Essentials of New Internet Marketing

There are just a few core areas I want to present to you in this book:
concepts that you should understand so you can put all the pieces
together on how this all works. There are only five concepts you
need to be thinking about when it comes to internet marketing:
1. Where do I get lots of people to market to in the first place
– known as traffic? (I’ll share the ways to get this soon).

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2. How do I get those people that I am marketing to – to look

at my “initial” stuff?
3. How do I get those people that look at my stuff to want
to spend more time looking at more of my stuff (known as
building a relationship with them)?
4. How do I get people that have a relationship with me to
buy from me?
5. How can I automate the entire process, so I can sip a Piña
Colada from the beach and never talk to a human being
again, while I make millions of dollars?
Here’s our take on this whole thing. Having built many businesses
and having personally worked on and owned over a dozen internet
companies, we can say that internet marketing is a whole world
of technology and infrastructure that you do NOT want to deal
with. Learning the ins and outs of internet marketing and online
product distribution, in my view, is a total waste of your time,
unless you are really gifted at it, and love to do it. Then maybe
it will be worth it. 99% of the people that come through our
rooms and our trainings want to learn enough to manage others
(like a good CEO!). They don’t want to actually do things like Ad
Buying, Splash page design, Copywriting, Database Setup, Email
Marketing Campaigns, Product Launches, etc. They just want the
results of those things.
I highly encourage that you hand this off to experts that do this.
You need a good team to take care of all this infrastructure stuff
so that you can focus on what you love to do. It is shown that
when a person veers from what they are good at and what they
are passionate about, they have a very low likelihood of making it
a success. So do yourself a favor and just focus on getting a good
team around you.

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The 10 Most Important Things About Managing Online

Services That You Are Outsourcing

1. Always pay your vendors full price for their services – every
time we have ever done a “deal” or swapped services for
services, it has NEVER, NEVER, NEVER worked out well.
2. Have regular meetings with them throughout the project
to keep them accountable and on schedule – high amounts
of communication are essential. You CANNOT just hand it
off.
3. Pay in milestones so that the vendor is motivated to get the
work done. Give a small deposit to let them know you are
serious and then pay as they deliver the work.
4. Have a back up vendor – Vendors in the internet space are
notorious for being difficult, getting very busy with other
clients, and dropping the ball. Always make sure you have a
back-up vendor or the company you are working with has
multiple vendors they use.
5. Always get all the assets – in case you need to jump ship
mid-stream with a vendor, make sure you get all the original
asset files (like Adobe Photoshop files, Adobe Premier Files,
Dreamweaver files, etc.)
6. Try to find someone in your time zone and highly referred
– If you are not used to outsourcing off shore, or don’t
have any experience with it – you could end up throwing
away a lot of time and money. Everyone loves the fact that
you can “outsource to India, China or the Philippines” for
a fraction of the price than the Western Countries, but
realistically, there are great vendors in every country. There
are expensive and inexpensive vendors in every country
and you want to hire good ones and pay appropriately. By

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the way – the aforementioned countries have extraordinary

vendors, but don’t blindly just work with any vendor in
those countries because it is “cheap”. You get what you pay
for in either time or money.
7. Try to work with a place that consolidates everything – look
for one-stop shops because it makes it easier to deal with
one person.
8. Make sure YOU actually own the assets, and they are not
allowed to reuse them, so you don’t find your website
design – that you fell in love with – is getting used for 20
other experts in your industry as well.
9. Get together in person with them at least once during the
project. You learn a lot about how to communicate with
people and what they are like when you meet them in
person at their office. (I realize this is not always possible
– but it is optimal for best results. Video Skype chats is the
next best thing for location challenges.)
10. Makes sure they have done the work before in your
industry. We see people rush into vendors all the time who
have no experience in their industry, just because they are
cheap or slick. Make sure your vendors have a track record
of doing successful things with what you are looking to do.
There’s lots more content to come for Internet Marketing later on
in this book.

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Industry Rockstar in Mumbai, India with 1500 focused

Entrepreneurs doing a live Business Intervention

#3 Domain of Major Change – Globalization

Strategy
Globalization strategy speaks to the fact that the world is becoming
smaller and smaller and smaller over time. We are becoming
increasingly connected, reaching out to access networks we have
never accessed before, and opening up brand new possibilities.

MYTH: You are in competition with people in your own

territory or country.

By being in business today, you are no longer competing with people

locally anymore, you are competing with people globally. I mean
just notice for a second how many friends you have on Facebook
from another country? Likely a large number, and if not, ask your
friends, who likely have a bunch. We had thousands of friends and
fans on Facebook from over 20 different countries, before we even

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started to travel and tour extensively with our programs. In fact

mostly the way we realized there was huge opportunity in other
countries for us, was through connecting to people from other
countries through Social Media first!
Opening yourself and your business up to a global market is one
of the best ways to grow fast, build a more stable business, reach
people who value your services and products at a higher level, and
overall make more money. It’s not always the people in your own
culture that value your content the most and by not tapping into
the global marketplace, you are leaving a lot of golden opportunities
on the table. You are also missing out on the fulfilling opportunity
to make a difference in other cultures that may need you and
your wisdom even more than the people with whom you may be
currently working. We say, if you can reach more people globally,
then do it!
Creating a Global strategy is important because it also gets
you connected to new resources and potential partnerships
that weren’t available before. If you are doing business in other
countries, you are naturally going to meet people in those locations
who are doing business differently than you are locally. If you are
someone that loves to travel (either physically or virtually), and
loves new cultures then this is probably music to your ears. If you
are someone that has not traveled much, you don’t understand
many other cultures then the one you were brought up in, or the
thought of going to or marketing to a country where you don’t
know the language feels daunting… Then check this out: I am very
heavily traveled, have lived in four different countries, have done
business in 22 different countries and speak five languages (some
better than others!). Here’s why I’m telling you all this…
I had no idea that there were so many highly proficient English
speaking countries all over the world! So, I did a quick search
to find out the global extent of English being spoken in other
countries. Here are the stats:

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There are 88 Countries and territories globally that consider

English their first, primary or official language. This is a total
English speaking population of over 1 Billion people worldwide
and this doesn’t even include countries that are proficient in
English but it is not considered their main language (like almost
all of Scandinavia, where on average, if someone is under 40 years
old they are probably completely proficient in English). I can also
confirm this from my days of living in Sweden, and working in
Denmark and Norway. Or take Germany, where I have tried to
hold business meetings in German, and have been asked to stop
speaking German and only speak in English, because there were
people who worked for the company that didn’t even speak
German! And it goes on and on…
The point is there are so many English speaking people and
countries in the world, that your opportunity to reach people
who speak English is SO massive, that you would never run out of
customers or clients for your business. If you are reading this book
in a language other than English or looking to target non-English
speaking customers, naturally you will have to check out your
market. But, I have never met someone that didn’t have a massive
market once they opened up their business to a worldwide market,
and started designing their products and services to service people
internationally. People and entrepreneurs – and particularly the
younger generation these days in every country – love to grow, and
globalization makes this more possible than ever.
When you build your brand and business, start to think beyond
your current environment. Think about getting products translated
into other languages. Think about other marketplaces and niches
in other countries and how you can adapt your business to serve
more people internationally.
On a human level, we are more alike than we realize. We all want
exactly the same thing when it comes to the bigger picture of life,
despite cultural differences in what we want or are conditioned

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to believe is important (from our peers and our community).

Essentially, everything we all want is a strategy to provide the
experience of life we want… And we all tend to want similar
experiences: security, freedom, and the ability to give to the people
we love. Each culture has something incredible about it from
which we can learn, just like each person has something incredible
about them from which we can learn. When Jeff and I traveled
through India in early 2012 doing an Industry Rockstar tour, we
were floored at just how much there is for Western culture to learn
from Eastern culture, and vice versa.
The reality is that the most successful and fastest growing businesses
are getting turned on to a larger perspective of the world to expand,
serve and profit. Especially if what you deliver is primarily over
the internet (and there is no actual logistics to the fulfillment of
your products or service) then you MUST be looking globally to
really get the most opportunity out of your products and services.
I mean you can coach and consult worldwide on Skype –Jeff and
I do it all the time with clients all over the world. You can even
deliver live trainings through things like gotomeeting.com and
tele-seminar calls through instantteleseminar.com or any other
high quality website that does the same thing. By the way, if you
like paid holidays and vacations, then this is the way to do it!
When I wanted to get paid to travel to locations that I wanted
to go see (like Australia), we sent a set of eBooks to people in
that territory, built-up a relationship with them, then set-up a free
seminar in their neighborhood. When we delivered the training
we offered them a set of trainings in which they could engage
with us, and those that felt it was the right time for them, did
exactly that. This generated hundreds of thousands of dollars and
helped dozens of business owners in these regions, while providing
a chance for us to stay extra time and vacation. You can do this too!

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#4 Domain of Major Change – Packaging and

Positioning
Many businesses that are struggling are essentially having packaging
and positioning problems. This means that the product or service
packages they have for their customers are not enticing their
customers with enough value, or it’s simply not what people want.
In fact, a lot of businesses are trying to sell what their customers
need, not what they want.

MYTH: People will buy what they need.

Unfortunately, people do not buy what they need– they buy what
they want (which is not always the same thing). Make sure you
are packaging up your products and services into the things people
want, NOT what you think they need.
In this book I’m going to talk about how to most effectively package
up your products and services so that they are more saleable and

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desirable in the marketplace today. A lot of people think that their

products and services sell because they are high quality or higher
quality than their competition. However, this is not so. Having
a good product or service is undoubtedly important, but that’s
not actually the reason why they sell. A product sells because
it is properly packaged and well-positioned in the marketplace
according to what the target market wants. Think about it: no one
knows anything about your product or how much it can actually
help them until they have consumed or experienced it. That means
they already bought it!
“What about testimonials of people who think it’s a high quality
product!”, you might scream! Well, that’s word of mouth
marketing!! And is a positioning and marketing technique! So,
we need to package up your products and services in a way that
it is easy to market and sell them. Of course, you can give your
best work in a product or service, just note that a good product is
not what makes it sell or makes millions. I’m sure you can think
of many products, off the top of your head, that are either not
necessarily very good, nor good for you, that sell like crazy because
of great marketing, packaging and positioning in the marketplace.
Packaging is the form in which you actually offer your products
and services. This relates to the distribution format (not
distribution method) and what a customer actually “gets” when
they buy your product or service. Is your product a set of videos,
teleseminars or webinars? Is it a book, audio recordings, manuals?
Tools? Templates? Is your service live in-person (Kane should this
word be personal?) training? One-on-one, or in a group? Does
it get delivered over weeks or all at once? Or any other creative
and appropriate variation you come up with to package up your
ideas and deliver them to your customers. Your packaging can also
include other products and services that are grouped in together
(either yours or other experts).

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In essence, packaging is essentially what a customer receives

whenever they buy something from you. A lot of people who go out
and sell a service, with little attention to great packaging, become
over-commoditized (meaning they are seen as nothing special and
everyone wants to do business with them for the cheapest price).
Many times this happens because there are so many people selling
the same thing, in the same way. Your packaging, when done well,
solves this problem, helps you to stand out, and has customers find
you and refer other people to you.

MYTH: People always want to pay very li!le for things.

One of the most important lessons I ever learned from my mentors

is that it is NEVER about price, it is always about value. When
you MUST have something, you will pay ANYTHING FOR IT!
Or you will at least have that feeling. Then there will be a reality
about how much you CAN pay for it. But when you MUST have
something, you never ask for the rock bottom price and then walk
away from it if they won’t give it to you.
If someone you loved needed a kidney transplant or they would
die, you would create ANY amount of money for them to make
sure they could live. When it becomes life or death, all stories
about scarcity disappears and people get massively resourceful.
That means that when your packages serve the customer in just
the right way to solve MASSIVE pain points in their life, you could
sell it to them for practically any amount of money. If you are
having trouble getting people to pay higher rates for your products
or services, you are not packaged up in the way that works best for
your marketplace.

CASE STUDY:

Consider this as an example: We had an accountant come through

our Industry Rockstar Intensive Program. He was offering his
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accounting services, just like every other accountant. We helped

him create a personal brand for himself, which helped him get
some traction, but on Day 2 of the four-day event we did an
exercise where he was to go out and sell a package of his. It
could be a product, training, one-on-one consulting, and so on –
it didn’t matter as long as he got out there and sold something!
He immediately approached me and said, “I feel like I need a
makeover on my packages, can you help me?” “Of course,” I said.
I started to tear apart his packages and naturally he was doing the
classic accountant thing, and was struggling with getting new leads,
clients and closing clients.
By the way, this guy was an awesome accountant with a very
personable demeanor and about 10 years of experience behind
him running his own practice. So, there was no logical reason for it
to be tough for him other than the fact that he was commoditizing
his own services by offering the same old type of packaging. To
complete the picture, he was looking to target small businesses
that were grossing $1-5M in annual turnover. We worked out the
following process of courting and meeting new clients in order to
charge more money per client. He was very excited about this:
1. 60 Minute strategy session with a new client + New Ebook
on the 10 things you MUST know to save on taxes this year
(updated Annually with changes in the new tax code)…
2. Then he sold them on his services as a 1 year trial program
together, with an opt out at 3 months if things were not
working together.
3. BONUS: Once a month he came to their business, and
worked with their CFO or in house accountant to help
improve their accounting systems, and sat with the CEO to
help him/her learn how to better read his/her financial docs
every 6 weeks for no additional charge.

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4. He also switched his rates from an hourly rate to a per

month, flat rate retainer of $2K (he noticed that based upon
his past 5 years of clients, that this was the average of what
his clients usually paid him for a year of accounting work
for their businesses).
He had a few other stipulations on how to work together, but
that’s the main gist of his package changes. We could have gotten
more creative if we had more time as well, but he was so inspired
by the changes, he rushed out on the lunch break to go start calling
new clients to sell them on this new package.
The client ended up closing $128K USD in new business over the
lunch break, which was more than he had done in the entire year
of business the year before. He was ecstatic!!
Now, one could say that it was all because of the Industry Rockstar
techniques on packaging, but that’s only part of the picture. See,
most people have all the emotional equity with people in their
lives to start making a lot of money right away. You are sitting on
hundreds of thousands of dollars, possibly millions and/or maybe
even tens of millions of dollars a year (depending on what industry
you are in and what you sell), that you are leaving on the table, or
letting go by you every year.
How much money is there in the world? Infinite. So why isn’t
there an infinite amount in your bank account? There can be…
This is what we are talking about here. When you follow these
techniques in this book and/or work with us in our trainings, we
are going to connect the final dots for you between your brilliance,
experience and abilities, and the money that is waiting out there
for you!
Do you know how many people we have empowered with the
right brand, helped them design easily consumable packages for
their business, and position themselves in their customers mind at
the top only to have their close friends say to them, “Why haven’t

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you asked me about working together!! I have been waiting for

you to help me!” There are people right now in your life, in your
phonebook (and maybe even in your house) that want to hire you
to do what you are brilliant at for them. You are leaving money
on the table every year that’s waiting for you if you do not have
packaged up products and services.
Let’s make sure you take all the money you deserve this next year,
because people want to pay you and work with you. If you don’t
have any packages to sell them – you are making it hard for them
to pay you the money they want to give you.

What’s Positioning & How Do I

Make It Work For Me?
Positioning is the way a brand, product or service is experienced
by the marketplace as a credible and unique solution to their
problems. It can also relate to the way a company is seen among
its competitors or the consumer’s options. At the time this book
is being written, the world is going through what is being called
a global financial crisis, but the truth is that regardless of what
time it is in history, people are always looking for a good deal –
and there are always going to be economically present situations
going on. Money will always flow to the ‘sure thing’ – the real
deal – especially when money is tight for the consumer. The more
effectively you are positioned as the credible one, expert, sure
thing, go-to source, the more people will come to you for business
and to get the job done.
Again, most people think positioning is all about having a quality
product, yet it is actually the perception of the product that counts.
Except really poorly positioned great products are what we refer to
as a “best kept secret”. Imagine being known as the “Expert” in your
industry, using the same exposure and positioning techniques that
the celebrities use, and innovate at the top of your field. You will
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then be seen by your market, as an Industry Rockstar. Positioning

includes things like your marketing (offline & online) and your
partners – who you are “aligned” with (in the media, JVs, etc.).
We will dive more into positioning techniques later on in this book,
but essentially everything you do in your marketing and with your
partners, “positions” you in the mind of the customer.
Positioning always reminded me of the meetings we would have
at the record label (when I was working for Sony Music in Artist
Development) where the senior execs and all of us, the record
producers, would sit around and say, “Well what ‘bin’ will this
Artist be put in?” (This was when we had record stores and “bins”
to put the records into!).
Basically we were asking – how do you label/market them, so the
consumer knows where to find them. Are they Reggae? Classical?
Rock? Fusion? We had to make sure that the consumer could
start to classify the new artists through positioning them in the
right way for the right consumer. Then we could start to get more
specific and look at how this artist (if they were a Classical Singer)
could be differentiated and seen as unique from the other sea of
artists in the same category.
More detail on this to come in later chapters!

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In Rimini, Italy with 3.5k Business Owners all ge8ing the Industry
Rockstar Formula simultaneously translated into Italian

#5 Domain of Major Change – Distribution

Method of Your Message
There has been a distinct transition in the world relating to how
people are getting their message out there. The “message” in a
business used to be just a mission statement on a website, but now
because of the presence of Personal Branding, it’s becoming more
essential to show up as the person behind your business – and a
messenger with a message.
The top ways people are getting their message out there now
includes things like keynote presentations (public speaking),
webinars, teleseminars, workshops, videos, email marketing
campaigns, and several other powerful ways that we will keep
unfolding for you in this book.
The way that people are distributing their message and the
skills needed in order to effectively distribute their message has

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changed. For example, public speaking used to be a skill that some

people would pursue, especially if they were looking to climb the
corporate ladder. Today, speaking and presenting is an essential
component of succeeding in your business and industry – not just
an option or a choice. I cannot stress this enough – if you want to
be competing and be among the most successful people in your
industry you MUST learn and master the skills of a top public
speaker. And don’t worry: these skills are all completely learnable,
no matter how you currently feel about public speaking or how
much experience you have had.
If you don’t understand how to speak and present from stage to
audiences, in videos, teleseminars, then the people who do know
how to do this are going to blow you away in your industry. I have
seen it a thousand times (literally) and it will always be this way
(and has been since the beginning of time – the best story tellers
and presenters always became more well known). You will notice
now that there is a huge increase in the number of professional
speakers, trainers, live events and seminars that are focused on
educating, informing and connecting people.
I personally think this is awesome, because that is really the way
to change things. All of the multi-million dollar and international
companies that I have built have integrated and incorporated
professional speaking as a marketing and/or sales channel. In this
book, you are going to find out about the distinction between
public speaking and profit speaking – and how to do profit-
speaking effectively.
Whether you want to be a keynote speaker (getting paid to present
for an hour or two on your Expert topic) or master the specialized
art of selling from the stage, or whether you just want to be able
to make videos/run webinars from your home (in your pajamas)
to make money, we are going to share some of the most important
things you need to know in order to be someone who can sell your
products and services anytime, anywhere.

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Currently, I rank in the top five sellers from the Platform in

the world, and that is measured by the amount of people that
are willing to take action in a room and take the next step for
themselves. I’m not telling you that to impress you, rather to
impress upon you, that selling from the stage is an art that gives
you the highest leverage for your time to help as many people as
possible. I started out knowing literally NOTHING about selling
from a platform or stage and, after 280 days a year of practice for
5 years, I made enough mistakes to know what to do and not do
to cause people to take action immediately. I’ll be sharing more of
those distinctions with you (throughout the book) on how to be
effective selling from a stage, during teleseminars and webinars. I
will also take into account the times you are needed to be “selling
without selling” – because making a formal offer at an event and
asking for a financial commitment might not be appropriate (like
a business conference, or a breakfast or a keynote for which you
are paid). When I built three of my own international consulting
businesses (with different business partners), we would speak to
high level executives and used the techniques we teach, about
how to sell without selling.

MYTH: You can only sell when you clear it with the person
se!ing up the event and make a formal offer.

There might be times when you give a presentation, but making

a formal offer of a product or service is not appropriate (although
you should start asking the event coordinator or promoter every
time, because you will be amazed by how many people initially
say “no selling” and then change their mind with a revenue split). I
will show you how you can speak and be “selling” without actually
making an offer. I call it “selling without selling”. (Hint: you are
usually selling your high priced one-on-one consulting services
then.)

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Ultimately, every time I see someone stand up in one of our

presentations and get themselves enrolled in a live event or
home-study (from us or any other presenter with high integrity
in their products and services), I know they are going to have the
opportunity to not only change their life, but also change their
children’s lives, and generations after them. They are going to set
a new bar for their family and their life, and that decision in the
moment, in spite of whatever fears and concerns they are having,
takes massive courage.
Industry Rockstar is the #1 Business Training company in the
world, for producing client’s results. Our clients make more
money and create more sustainable business transformation than
from any other trainer or organization in the world. We are proud
of that, because when people buy your products or services,
they are investing in themselves through you. And we take that
very seriously. People want results now-a-days, not just a lot of
information, and like we have said before and will say again, focus
on your clients results, and give to them until they think you are
crazy!

In Bangalore, India 1500 Entrepreneurs, discussing social Entrepreneurship

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#6 Domain of Major Change – Information

Division
An Information Business/Division is the fastest growing type of
business and division people are engaging in today. It’s pretty
straightforward: it essentially says to take your brilliance, advice,
knowledge, gift, wisdom or message and turn it into consumable
books, CD’s, DVD’s, eBooks, audios and other forms of product.
When you package up all your knowledge and wisdom, including
all the mistakes you made in a given area, you are going to save
other people years of making the same potentially costly mistakes.
People would rather invest in your knowledge then waste years and
tons of money learning on their own. If you think it is expensive to
buy a good education, you should try the cost of ignorance – it will
cost you a massive amount to do it alone.
“I have heard my friends say time and time again. I thought I could
save some money doing it myself, but then ended up spending
more in the long run.” I hear this ALL the time. Essentially you
can do things two ways in life: your way, or with someone that
has done it successfully before. Although it is usually expensive to
hire a real expert, it is always more expensive in time AND money
to do it on your own and learn from YOUR mistakes. The best
CEOs globally know that you always bring in an expert, mentor
and coach, and pay them well so you can save years of time and
tons of money on costly mistakes.
In an information division you could sell your information to
generate revenue and create income streams from it, which is often
called an “Expert’s or Guru business”. We refer to this as “Selling
Your Knowledge”.
You can also use your valuable information to just give to your
customers to nurture the relationships (We refer to this as “Use
Your Knowledge For Marketing”). You can package up your
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information into any of the before mentioned types of products

(books, audio, CDs, DVDs, Reports, eBooks, Seminars, etc.). As
you’ll see later, people don’t actually buy just information, they
buy systems. In our Industry Rockstar Trainings, we teach you how
to develop systems out of what you do best.

A Super Cool Way To Use Your Info

For Acquiring Customers
Even if you don’t want to build an entire business out of your
expertise, knowledge and wisdom, I’m going to teach you a super
awesome way to get paid to get new leads for your business by
using an information product. If you get nothing else out of this
book except this, it will have been worth you spending the time
and money on it…
You can get paid to get new leads for your business… Want to
know how? Cool – I’m going to tell you. Here’s what we do…
We spend money on ads (online mostly, but some offline too).
Those online ads link to a splash/landing/squeeze page (a one page
website) with a highly valuable information product that covers
the cost of the lead clicking through (this information product is
SUPER inexpensive to produce). So if we have 100 people click
on our Google Adword for Industry Rockstar and each click costs
us let’s say, $1 then we just spent $100 on getting 100 people to
go to our splash page.
Next, those 100 people land on a splash page where we have an
inexpensive product on the topic they are interested in – let’s say a
set of 3 eBooks for $15 total. I only need seven of those 100 people
to buy a set of the eBooks for all those leads to have been for
“free”! If I’m not getting enough people to buy, I just keep upping
the value of the product (with no additional cost to me other than
my time of creating the product on my laptop) until I get seven
people to buy at $15.
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Once I get that formula right (with enough people buying), I

have an engine for free leads all day long! Now we crank as much
money through that system as possible (meaning we raise the daily
limit on the Google Ad Campaign to whatever we want) because
we are getting paid to get leads!! (Disclaimer on the last part: If
that wasn’t that cool for you, then read on and something else is
BOUND to be super cool in the rest of this book for you.)
An Information Division is essential. If you don’t have it, you need
to build one. You need to spend time decoding and modeling out
how you do what you do – your “Super Power”. I know you have
at least one (if not a handful of them), you just need to be willing
to see your Super Power.
If you don’t see it, ask your friends, “What is my super power? What
am I the best at, of the people you know?” I don’t care if that’s
making popcorn, finding loose change in your sofa, or designing
space ships – there is something where people want to know how
you do what you do (in whatever area of your life you excel in).
This could be your info product.
If you really don’t know what you do well, or you are not passionate
about anything these days, then it’s time to get connected to your
brilliance. You are brilliant in something. If you don’t think so, check
in with your local five or six year old. That child will immediately
reveal to you what you know a whole lot more about than they
do… And that’s your market globally for selling your information.
People often compare themselves against other experts in their
industry and think, “Oh! I’m not as smart as this other person, or
as accomplished, so I have nothing to offer.” Except you are not
training the other experts in your industry silly! (Well not yet at
least).
You are training adults (or maybe kids depending on your area of
passion) who are essentially like 5 or 6 year olds in your domain
of experience or expertise. You have areas of your life that you have
learned a great deal about, either as a hobby or as a profession, and
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for someone who has not spent the time there… they have no
idea, and you can be an expert to them, and sell your information
to them.
Doing this will bring innovation and inspiration to you when you
start to break down what you are so masterful at, into a format
that is so simple that other people understand it. It’s during this
process that even you will gain a deeper appreciation for the skills
and knowledge you have inside the products and services you are
providing your customers.

CASE STUDY:

I had a gentleman run up to me one time in a seminar and say,

“What the heck am I an expert at? I have no idea! What am I
passionate about? I have no idea!” So I asked him, in the same
exasperated voice, “Well what do you love learning more about?
What do you stay up late at night researching on the internet?”
He shouts back, “Oh I can’t talk about that!” So I said, “Well what
do you know about and enjoy talking about?” Turns out he is in
his 60s and he has spent the last 15 years raising his grandkids.
He loves them and has three of them that he basically takes care
of, because their parents are working all the time and in constant
turmoil. So, we branded him as the Grandpa’s Grandpa and he is
now writing books, giving local seminars and doing products on his
perspective about how to be a great grandparent.
As he says, “There’s no owner’s manual that comes with being a
Grandparent!” He wasn’t really looking to make a huge financial
win from this business, but, he ended up creating about $75K a
year by selling his information to people in the various delivery
forms (stay tuned for what those delivery forms are)!! Not to
mention there are a lot more happier Grandparents and Grand
kids… And honestly, that’s what we do this for anyway.

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You know there are a million ways to make a lot of money, and
before I even got into an Experts business, I was making tons of
money in other businesses. I could close up shop tomorrow on
Industry Rockstar training company and be set for life. I do this
business, because of the people we meet, and the ability to impact
so many people in such a positive way. And so will you.
If you are someone who needs to make more money, we will teach
you how to do that. And one day when you are earning enough,
you will be amazed that you ever worried about money. Then
you will also notice how much of your attention is on helping
people and earning money as a by-product of that. That’s when
work becomes play and you never stop working, because who
ever wants to stop playing? We need more people in this business
helping others globally. It’s our only way out of all the darkness
our planet and communities have put us into. I could go on forever
about the importance of you taking on this approach to business.
People ask us all the time why I share all this information instead of
keeping it for myself. As you can probably see from this book (and much
more to come), I am very transparent about how to create success, how
to successfully do this business, and how to become the best in the world
at it, because the world needs your knowledge and advice right now
more than ever. People everywhere need access to knowledge, advice
and systems that will help them be more successful. Money does move
mountains and I want you to be empowered with it so you can help
more people (more on this in our Social Entrepreneurship section).

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San Francisco, 2006 – one of the first Industry Rockstar Events

#7 Domain of Major Change – Global Partnership

Strategies
The way people are aligning themselves with each other (locally
and globally) and are creating partnerships and joint ventures in
business has also altered. This is an area to really watch for if you
are after rapid growth.
First of all, we all need each other. We need each other because
no one who was ever successful was an island. People that don’t
reach out in business don’t reach their full potential in business
simply because partnerships (particularly global partnerships) are
an accelerated way to grow your database, your customer base and
your overall leadership. Instead of selling one-on-one to people,
why not plug into a partner who has thousands or even hundreds
of thousands of people who are your perfect customers?
One really successful JV or partnership could easily create the
doorway to a stadium full of clients (this has actually happened
to us many times that’s why I say it like that) – and it will happen

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for you. We are all more powerful together. There is no faster way
to expand your message and your database than working with
people who are already established. First of all in the market you
are headed into, and next, in the global market, where you should
be getting a piece of the action.
When you build a relationship in business with a global bank
or international company, for example, you can accelerate your
business and reach a greater number of people. Later in this book,
I’m going to give you exclusive insights about how to position
yourself and create an infrastructure, so already established brands
will find it attractive to partner with you.
A quick question to get you thinking now about how to find the
right global partners for you is, “What companies service a customer
that could benefit from the use of your product or service?” In the
end people partner together globally to bring each other valuable
resources, reach more people and make more money. Start asking
yourself right now: who do you know that could bring valuable
resources to you and your company to help things move faster?
I have noticed that the most successful people in the world are
often frustrated by one thing in particular: things are not happening
fast enough! When you become ultra rich, the first thing you will
notice is that you can do anything you want with your day and time.
The next thing you are going to notice is that you have unlimited
opportunity to create and help people and a VERY limited amount
of time in which to do it.
If you are already financially successful, you know what I mean. If
you are building your pathway there now, or just getting started
– let me say that the day will come, where money is really not a
conversation, but it is really about your time, and how precious
your time is. I ask people all the time, what is more valuable, time
or money and they say time, but for many people the answer is
cerebral and they haven’t really experienced in their body about
how precious time is.
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There are two crises that I have gone through in my life that
literally changed my perspective on life forever, and therefore I
wish that everyone has these two experiences… I always say I hope
that everyone goes through a Financial Crisis (that they survive!),
and a Health Crisis (that they survive!!). These two types of crises
completely change your perspective on life in a very kinesthetic
way. It’s not like it’s a theory any more about how life can change
so dramatically in a moment, but it is a real experience. And once
you experience it, you never want it to happen again, and your
outlook on how precious time is comes completely into view.
Now is the time to get going on your business, now is the time to
pursue what you have always dreamed of: getting paid for loving
what you do and working with the people you want to work with.
Now is the time to get partnered up with people globally so they
can help you spread your message and wisdom to those that need
it most.
I had a great teacher at Berklee College of Music where I went
to school to study music business and production. His name was
Livingston Taylor. Livingston was the brother of the famous James
Taylor and musically brilliant in his own way. He taught a class
at Berklee called “Stage Performance”. And I will never forget the
resonance of him saying over and over to us throughout the years I
spent there, “Someone has to be the star in your industry, why not
you? Someone has got to do it… There is an audience for you if
you let there be one. The only people that don’t have an audience
are the ones who don’t get started. Someone has to be the star,
why not you?”
It’s time you start getting the attention of people around the world,
and partnering up with others that already have the resources that
you need, whether that’s exposure, expertise, or relationships. It’s
time to make a list of the things that are holding you back now,
and start finding partners that can supply you with those things, or
help you in return for some mutual benefit.

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I always loved the story that Jeff would tell on stage about his
Father, who was one of the founders of oDesk, a Global brand in
the outsourcing space. Jeff grew up in an environment where his
father really understood outsourcing, in fact so well, he built a very
successful business out of helping other people achieve it. Because
of that, Jeff grew up always thinking that it is better left to someone
who is an “Expert” in that field. He suggests this is how he made it
through college – by outsourcing everything! I mean Jeff is Dyslexic,
ADD (actually HDADD – High Definition Attention Deficit
Disorder), and still became a multi-millionaire in his early twenties.
As it turns out, Sir Richard Branson, Charles Schwab, and many
other famous people are also Dyslexic. But that’s not all they have
in common. They also didn’t let that stop them from becoming
the success they knew they should be. They partnered with people,
outsourced and hired people to help them fill in the gaps. If you
position yourself in the marketplace, get clear about who you serve,
what problems you solve, and partner with good partners that have
the resources that you need (in exchange for some mutual benefit),
and you will be on your way to building a very successful business
for yourself.

Brisbane, Australia – Private Client event on public speaking

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#8 Domain of Major Change – Knowledge and

Growth Strategy
A Knowledge and Growth Strategy is one of the most overlooked
secret weapons and categories for the fastest growing companies
worldwide. The most successful CEO’s, executives, founders
and professionals put themselves into a structure for continued
knowledge and growth. However, it’s not just any structure. It’s a
structure with someone or groups of people outside of their own
system and thinking.
This means, someone who is outside of their world. They are
not within their company, circle of friends, or close family. Top
professionals, executives and athletes worldwide engage trained
coaches, consultants or mentors, educators, facilitators or trainers
that have studied the art of helping people change their thinking
and their behaviors.
By design, as a human being, we must create the rules of our
lives and how we think things work, to be more successful. These
“rules” of life or things we “think” are right are the pathways we
journey on through life. Many people work with coaches, trainers,
and facilitators on revealing their own blind spots. Although,
discovering blind spots is important work, Jeff and I actually think
that our blind spots are not necessarily the highest leverage point
to change our lives and create more success. It’s the areas where
we are certain we are right about how things work, that really are
distracting us from the most direct path to success.
It’s not the roads we don’t know exist that are the biggest
challenges, it is the roads we are certain are the right roads that are
the most dangerous to our journey. In fact, I notice a large number
of entrepreneurs running into brick walls over and over again, but
continuing to ask me, as their coach, what are they not seeing.
I usually say, “Let’s stop running into the brick wall, before we

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worry about what you are not seeing”. We will talk more about this
concept later as we dive into Coaching, one of the most growing,
powerful and misunderstood professions in the world today.
The most successful people in the world have a structure and a
strategy in place for how they are going to continue to grow and
challenge their limits every year (after all that’s one of our most
core human desires: to grow, expand and deepen our soul). I am
100% driven by the desire to expand myself on a daily basis, and
therefore I specifically strive to make mistakes. Why? Because I
know that I am not playing a big enough game if I’m not making
mistakes. Growth requires making errors and learning from those
errors so you can improve in the future.
Later in this book, I’ll outline the essential distinction between
coaches, consultants and mentors. The lack of understanding of
how each one differs from one another causes a commoditization
of each profession. In other words, coaches think they are
consultants, consultants aren’t sure if they are coaches, and mentors
are trying to do every role. This prevents each professional from
harnessing exactly what they do and help others to do their best.
It also prevents them from properly targeting the right clients
for themselves, and therefore ultimately sacrifices real long-term
fulfillment in their business.
The age-old saying is that all top athletes have coaches. Top
executives also have coaches. I personally have five different
coaches, consultants and mentors that I rely on, as well as boards of
advisors and boards of directors for different companies. I attend
countless workshops each year for my own growth and learning,
and conduct my own trainings in excess of 280 days every year
(which is the best way to grow by the way: teach others).
Since I was in my late teenage years, I have been heavily immersed
in personal development work, continuing education work,
completely out-of-the-box explorations in Social Dynamics®,
Neuro Linguistic Programming (NLP), human psychology,
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neurological and brain development, movement trainings and

movement analysis, childhood development, archetypical thinking,
family psychology, and dozens of other forms of physical and
psychological development programs. I am a proud seminar junky,
simply because I understand the power that lies within participating
in group seminars, workshops and educational environments.

Our Thinking Doesn’t Just Create Our Future – It Creates

the Future for All the People Around Us Too

I grew up as the last born of three children, and my older sister

– the middle child – was diagnosed with learning disabilities at a
young age. The story goes (in my family) that her teachers called
my parents into the school and told them that she had learning
disabilities, and that they should just love her and support her
because she would never be able to compete at a university level,
and probably have a very mediocre career and life. “She simply
won’t be able to compete”, they told my parents. “Yes”, my father
replied, “She won’t be able to compete…with idiots like you telling
her that.” He was very angry that anyone would create a future like
that when he knew the future is what you decide it to be.
That night they went home and my parents started searching out
products, books and learning materials that were matched with
my sister’s learning style, would help her compensate for her
weaknesses and help develop her strengths. My parents used these
materials to excite her, motivate her and engage her in learning.
Ok… so she would need a bit more time to learn a subject or
topic – so what?! They decided if she needed to spend more time
on the topic then they would keep her entertained with stories
and games so she would put more focus and time on each subject.
For math, they found her books that had horses in it with great
stories about counting. For reading, they found her books on figure
skaters (which was a sport she was wildly into and in which she
later became a champion).
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My mother and father worked with her for years engaging her in
learning materials that kept her interest and taught to her learning
style in fun ways. Years later after high school, not only did my sister
get accepted into top Colleges and Universities, but she also ended
up as a stellar student, ranking on the Dean’s List of top students.
She then went on to become a very highly paid and successful
executive in the fashion and book publication industries. She’s not
only brilliant, but she’s also powerful and assertive. Why? Because
my parents would not buy into a future of someone else’s tiny
view of what was possible for her.
Are you buying into other people’s predicted future for you?
Or are you putting yourself in an environment of positive and
successful thinkers? This is one of the reasons people who want to
be successful (and are successful) surround themselves with other
positive, successful people. Success breeds success – and misery
breeds misery. I have one rule about people around me – if you
are not saying something positive, useful or actionable then I don’t
want you to talk to me. Unless we are exploring the problem, risks
or negatives in an attempt to shift them, I don’t want to hear about
them. I train people in my life that they will not be in my life
unless they follow this rule. I realize this is aggressive, but this is
how I want to live: with positive energy, people and conversations
in my life. I’m not saying I never discuss anything negative, but it
is always in service of moving towards a positive outcome quickly.

There are two ways to get into circles of positive people around
you:
1. Buy your way in: why not? Hire a coach, be part of an
organization with successful people, pay for a seminar, and
build a network of powerful thinkers. Do you want to know
how to become important to a successful person? Become
their number one client. I have done this many times.

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2. Contribute: Find ways to contribute to groups of people

that you want to be around, whether you are a partner,
assistant, connector, etc. What can you contribute to highly
successful people that would be of value? Exposure?
Knowledge? Resources?
The most successful people in the world have themselves in a
structure for success – which means they are surrounded by other
successful people, coaches, consultants, mentors and this is their
knowledge and growth strategy. After my father helped my sister
take her so called “learning disabilities” and leave them in the dust,
he built an entire company out of the knowledge and resources
he amassed to help her. Today it is called Kids Dads Moms, and
is a global leader in helping parents match their kids to the right
books, toys, learning materials, and games that help teach to their
learning styles.
Entrepreneurs don’t see the world for what it is or for what people
say it is, they see it for what it can be. In fact, they create a world
that exists only in their head, and turn it into a reality that everyone
else can play within. This is why I love entrepreneurship and I
can’t get enough brilliant people around me (my coaches, mentors,
or consultants) all pointing out where I am thinking small, inside
my own box, or how I can see something for what it can be, not
for what it is. (This is also why Entrepreneurs will occur “nuts” or
“ridiculous” – because they are creating worlds that don’t exist and
enrolling people into that vision and action.)
It is human nature to look in the mirror and see what we are not,
what we have failed at, or what we are not good enough in. But
a great coach, consultant, mentor or team is able to see you for
what you can be. If you have ever been in the presence of another
individual or team of people that is unwilling to see you as anything
more then infinitely powerful, resourceful and magnificent, then
you know how powerful it is to be surrounded by that kind of
energy.

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The 8 Domains Alive In Your Business

Now that you have read through this chapter, take these Eight
Domains of Major Global change and get them into your business
and life now. The best approach is to take one at a time and start
to shift your company to be aligned with them. If you don’t have
an information division, it’s time to get cranking on one. If you
have not developed your Personal Brand, guess what? Time to
get started! Don’t have a knowledge and growth strategy? Hire a
coach! Find a seminar near you that is right for the next step in
your life: get into a group coaching program or mastermind group,
and make a move!
Just one at a time though – please let’s change only one thing at a
time… Something I learned a long time ago in my businesses about
creating success (we learned this through making this mistake), is
to only change one thing at a time in your business. Then step back
and watch your business flourish as you start adding additional
components one by one!

A9er an event with Sir Richard Branson in Melbourne, Australia

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 Achieving What
You Want: The
Results Chain
“Big results require big ambi&ons.”
Heraclitus

T
here has never been a better time in history than now to
start your own business or expand your business rapidly. As
a side note, by the way, there has also never been a better time
in history for a woman to start her own business. The next decade
has been coined as the “Decade of the Woman Entrepreneur” (by
the Ewing Marion Kauffman Foundation – the world’s largest non-
for-profit foundation devoted to Entrepreneurship). We see more
women than ever finding the right opportunity through our work
to take their knowledge and wisdom and turn it into a practice or
business that brings income into their households and lives.
There are not enough female speakers on stages who know how to
sell, and, there are not enough women leaders and business owners
in the marketplace in general. I’m speaking globally because you
might be in a country where there are many women in positions
of leadership and owning businesses, but globally, women leaders
are a massive minority. There is a huge opportunity for the woman
entrepreneur that is going to take action right now before the

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space becomes overly saturated or the window of opportunity

closes. Now is your time to build a business or brand out of your
life experiences and skills.
Often people get so caught up in doing tasks or little stuff that
their business never goes anywhere or doesn’t reach the highest
level that it can. We are programmed as a society to work hard and
to work for somebody else. By design, this is how our educational
institutions train us.
Like I said earlier, there are two types of people in the world; the
people who build the structures for others to play in, and the
people who play in those structures – you must decide now which
person you are going to be: a Builder or a Player. If you haven’t
noticed, all of the wealthiest people on the planet are builders.
They either build buildings, businesses, products or some other
kind of structure/package. More importantly than the fact that
they build, is the fact that they also own the structure they have
built. If you want to be wealthy, you have to start thinking like a
builder and an owner.

Owners vs. Players

Expanding on this further, there are just two positions in business
that people take on: owners or players. This is just like in a sports
team. The owner of the team is always more sustainable, makes
more money over the long term, and decides how the game is going
to play out. Now is the time to decide whether you are going to be
an owner or a player. The main difference between an Owner and
a Player of a company is that the Owner has cultivated a Brand,
owns a relationship with the customers, and owns a product or
service to sell that effectively solves the problem the customer
is experiencing. The Players within a company are essentially the
people who do things and fulfill tasks or roles for the owner.

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People who come into our trainings experience a shift in their

mindset from being a player (or what’s referred to as a “Doer”:
someone doing stuff) to an Owner mindset – because simply put,
Owners make more money and have a more sustainable career.
Players ALWAYS get rotated off the team at some point, with
nothing left but memories and maybe some cash. Owners own an
asset and can have a much longer, professional life than a player –
when done right.
I want to make a quick mention to those of you who are highly paid
professionals: who have your own practices, but essentially have
really just built yourself a good, paying job. This might include, but
is not limited to: specialty doctors, accountants, physical therapists,
chiropractors, graphic designers, lawyers, etc. If you have built a
successful practice but you are the one doing all the work, then
essentially you don’t have a business… your business has you. It’s
time to leverage your knowledge and your talents and apply what
I teach you to build a business that not only provides you with the
chance to do what you love, but also that makes real profit.
I, personally, know this one well, as the founder of one of the
largest media production companies on the planet. I started out
as a bedroom composer of our little company called SomaTone
Interactive, only to grow it into a thriving little practice where my
business partner and I were the main “Players” of the business. We
were doing everything. Every piece of music that needed to get
written, I wrote it! Every sound efx that needed to be made, my
business partner made it! It was great, we were making tons of
money… and we were completely exhausted! When we weren’t in
the studio creating, we had to be on the phones selling.
We were covering all positions and our business “had us”. Then we
started hiring people, but we were very certain that no one could
ever do “our” jobs. So we couldn’t scale. We could only get more
expensive – having to support more assistant staff – until we were
the most expensive we could get. Finally, we decided to concede

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and just start hiring and training other talent and systematizing our
business. I began doing everything I am sharing with you in this
book, and it was only then that we took that company to multi-
international success and top five in the world in its category. More
importantly for me, at that time, was that I got to just do what I
loved to do all day long: speak, create, share, teach and lead.
It is a crucial mindset shift that the most successful entrepreneurs
make. They start to believe that someone else should be doing
things for them to help them grow their business. Their first
question becomes, “How do I stop doing this task and get someone
else’s help so I can leverage my time?” I call this moving from
Artist to Owner mindset (or from Player to Owner).
As an owner, you get to design your life. In taking on the mindset of
an owner, you move from being at the effect of your own business
to being at the cause of your own success. You engage the power of
delegation in all areas of business, from social media and marketing
through to video production, accounting, administration, and
more. The best advice I ever received from an executive mentor
I had was, “Notice that almost everything you are doing can be
done better by someone else; so why not hire them and leverage
your own time?” Jeff and I know we have areas of strength and we
have areas of weakness when it comes to skill-sets. So, we surround
ourselves with a winning team to take on the roles where we are
weak, to help us succeed.
Here’s the point: so many people are out there learning social media
marketing strategies, web design principles, marketing techniques,
and more, when they really hate that stuff. If that’s you, then let
it go! Learn to say our favorite phrase from one of our mentors:
“It’s somebody else’s problem!” All the doing in the business, all
the stuff outside of what you are really good at should be someone
else’s problem. More on this soon…

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Ideas Are Worthless

People often confuse having an idea – especially if it’s a good one
– with being successful. I can’t say how many people have come
into our rooms who have had ideas for starting a business for
days, weeks, months or sometimes even years. When we ask our
audiences “Who has an idea for a business?” every single hand goes
up. In fact, there was a man in our trainings once who had held a
business idea in his mind for 30 years who had not taken action to
create it in reality. Ideas in themselves are a dime a dozen.
Execution is everything! Without execution, ideas are worthless. If
you have an idea, that’s great, but until you put it into action and
start building a business and structure around it, it remains as just
an idea... and ideas that have no action make no money. From our
experience working with our Venture Capitalist friends in Silicon
Valley over the last 10 years, they would always say the same thing.
They don’t invest in ideas, they invest in people. They look for
proven management teams and emerging leaders that seem to
have the communication skills, positioning, wit, track record and
personality to take an idea to fruition. If you are someone that has
a lot of ideas, that’s great, but a business becomes a business only
when the idea is sold to someone else.
As an owner, it is essential that you understand sales and you can
at least put a sales hat on in an effective manner. In fact, if you are
earning under $500,000 a year, the biggest thing you need to do
is market and sell more. For most people, they have never been
trained in how to market or sell, and they have even developed
a really bad relationship to marketing & sales (especially sales) –
like its evil or wrong – or they just haven’t believed that they can
do it. They decided that selling is a combination of characteristics
that they don’t have; like being confident, dynamic, influential,
extroverted, attractive or convincing.

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MYTH: Sales requires a certain type of personality

characteristics.

Actually, if you are someone who is absolutely convinced that you

don’t like sales, then congratulations! You have just sold yourself
the belief that you are not good at sales. Whoops! Actually, it looks
like you are incredible at it then. If you carry any beliefs that you
are “right” about or that you’re “certain” about (which I’m sure
you have some), then you are innately an incredible sales person.
How do I know? Because you have sold yourself on a specific set of
beliefs. The mechanics of how that happened is exactly the same
set of mechanics used by great sales people who know how to
convert people into a product, line of products, or a service.
The first space that you want to occupy in your business and start to
become extraordinary at is the space of the CEO (Chief Executive
Officer), or the Owner of a small business. The typical roles of a
CEO in a small business are roles like designing the overall strategy
of the business, identifying the target or niche market, deciding
on the products and services that the company is going to sell,
creating the relationships the company needs, recruiting people,
finding help to achieve outcomes, and many other tasks of a similar
nature. (Commonly referred to as setting the corporate strategy).
Notice now that all of these roles exist within the domain of
decision-making, not in the domain of doing; or in other words,
actually running the business. Most people get caught up in the
doing instead of the marketing & selling, and they get caught up in
the delivery of their products or services, which slows them down
when it comes to selling more to increase profit and revenue. They
spend their lives trying to get better at what they do, however (as
we have said before) there is very little correlation between how
good you are at what you do and how successful you will be in
business. This is a very hard one for people to swallow.

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The LSF Model

Your business grows 100% based upon your marketing and sales.
Essentially your job in order to successfully grow and develop your
business is to wear three different hats. The first hat is the CEO
(Chief Executive Officer), and that is the person who decides
the overall, big picture, and strategic direction of the company.
The second hat is the CMO (Chief Marketing Officer). This is
the person who creates all the curiosity and opportunities within
the marketplace for the company. The third hat is the CSO
(Chief Sales Officer). This is the person who closes the leads and
opportunities and turns them into money. To explain this more
clearly, all businesses are made-up of three stages:
Consider this model:

L→S→F
1. Lead Generation (L) – Marketing

The “L” stands for “Lead Generation”, which includes any

task that involves generating exposure or new opportunities
for you and your business. You have two jobs in marketing;
simply to get people’s attention and generate curiosity.
For potential customers, clients, promoters or joint venture
partners, if you get their attention and generate curiosity,
you will be finished with Marketing. This moves us
immediately into a Sales Process after that…
2. Sales (S)

The Sales stage of your business involves closing the

leads and opportunities that you developed (in the Lead
Generation stage) into buying a product or service from
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your company. This is where you sign the deals with

promoters and joint venture partnerships, and receive
payments from clients and customers. Money gets made
when you sell something. The ultimate purpose of sales is
for the customers to have an experience of being “Right”
about the choice they make. Yes or no, once the customer
has made a powerful choice and feels good and right about
that choice – the sales process is finished.
3. Fulfillment (F)

In the Fulfillment stage of your business, you will now

get into action to fulfill on the product and/or services
that you sold to your customers. Fulfillment includes
the other executive roles in a typical company, including
financial officers (CFO), technicians (CTO), research and
development teams (CIO), and other executive roles. It is
important to note that all of the roles involved with the
actual delivery of the product and service come under the
third stage, not the Lead Generation or Sales stage.
It is my view that approximately 90% of your time needs to be
spent in the Lead Generation and Sales sections of your business.
When you are really good at what you do, it doesn’t grow your
business; it simply keeps your customers happy. It keeps your
business sustained, not growing. Being good at what you do keeps
customers from going away and finding a competitor to solve their
problems.
Now, even though we talked about this earlier we will point it
out here again… You might be saying, “But what about referrals?
Doesn’t being good at what you do help you grow your business
when people talk about you?” The answer is, “No”. Why? Because
if you think about it, when you receive referrals, your customers
are marketing for you, which comes right back into the areas of
Lead Generation and Sales. I’m not saying it is not important to be

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good at what you do. But I am saying that being good at what you
do does one thing only: maintains happy customers. If you do not
have a “Refer a friend marketing program” or you don’t actively
ask for referrals, the odds of you having a high refer rate goes way
down. In fact it becomes chance that it happens, and I don’t want
you to build a company on chance.
Referrals are awesome and definitely the least expensive way to get
a customer. And they are coming in through the marketing stage of
your business. The best clients in the world to work with are those
who are loudest – make them happy and they will be permanent
walking billboards for you! I love to work with emotionally loud
people and then make sure they are 150% fulfilled with our
trainings, products and services.
So, the most important positions (or hats you can wear) in your
business are those of the Owner (Brand, Relationship & Product
Owner, the CEO (Leader of teams and strategic thinker), the
CMO (Opportunity Gatherer) and the CSO (Closer). If you just
wear these four hats for 90% of your day and put 10% of your
attention on becoming better at what you do, like reading books,
attending courses, increasing your skill-level and adding to your
qualifications, your business will grow in leaps and bounds.
By the way, would you rather work with someone who has a long
line of certifications and degrees in their field but has had very
few clients, or would you rather work with someone who has no
degrees but who has worked with thousands of clients and had
great results?
A majority of people would choose the second person, because
put simply, they want the greatest result possible and the greatest
return on their investment. The second person, the one who has
worked with thousands of people, has very likely learned a lot along
the way because you learn so much when you work with every
client and customer. The more clients and customers you serve,
the more skilled you become, the more targeted your products
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and services become, and the more credibility you build for your
brand.
So if you are the kind of person who is trying to get it perfect
before you get out there in the world and make money, give
yourself permission to stop that and get out there. Instead of being
a perfectionist, become a progressionist. As we say in our trainings
all the time: “Be willing to take imperfect action.”

CASE STUDY:

Our training rooms are packed full of people focused on becoming

better fulfillers in their careers. School did a great job brainwashing
us that the smarter we are the more money we make. Recently, I
toured through India, and had an amazing time learning about
the culture, meeting incredible industry leaders and politicians and
eating, literally, some of the greatest food on Earth!
My experience in India was a more exaggerated version of other
places in the world we have been, but it was very, very similar to
what we are seeing globally. I started to notice a trend. And now
that I have toured and had speaking engagements throughout the
USA, Canada, UK, Europe, Asia, India, Australia, New Zealand
and almost a dozen other countries in the world, I see a common
thread.
In India, almost 95% of the people that lined every presentation
of ours in 5 different cities had a Masters Degree. Almost 50%
of every room we were in, people had their PhDs. And almost
100% of them were frustrated with the economic return they
were seeing for the investment in their traditional education. This
is very common globally. These incredibly brilliant people were all
there to learn how to really make money from all the hard work
and education in which they had been invested for years.

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Now, you may not have a Masters or PhD, but you are likely over
educated! (I’m sure you don’t hear that much, but I’m here to tell
you like it is!). You are probably over educated or educated enough,
and what there is to do is get yourself packaged and positioned, and
mostly get out there and start selling your products and services –
to and through better networks of people, for more money, and for
less work. (In fact, consider that your “smarts” are actually getting
in the way of you making more money!) Most people who are in
our rooms have taken all the courses, read all the books and they
are ready to take all that knowledge and turn it into products and
services and sell them for high prices.
In fact most, if not all, of the fulfillment-oriented roles in your
business – from website design to copywriting, accounting to social
media – are roles that should be another expert’s tasks in your
business (maybe everything except where you need to personally
show up as the product).
Every successful executive throughout history says that you need
to identify your passion and strengths, and hire people who are
better than you at everything else. The only two things you need
to really have your attention on, to hyper-grow your business, is
ownership (building more products and services to sell) and selling
(creating new opportunities to close new clients). No one has ever
come back to me upset that they were closing more customers
every day and making more money.
On the flip side, I have thousands and thousands of people walk
into our rooms that have spent hundreds of hours trying to learn
how to use social media or master their website creation – when in
their hearts, they just want to be the artist and share their wisdom.
It’s like a singer trying to play all the instruments in the band
because he doesn’t want to hire someone else to play them! A
lack of cash flow to hire the right people to take on roles in your
business, and being a perfectionist or ‘control freak’ are the two
biggest reasons why small businesses never grow to their potential.

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Don’t let these stop you from achieving what you would ultimately
love to achieve.
I am focused on training more entrepreneurs to think like the top
CEO’s and owners in the world. When you engage with me, in
our products or our seminars, I train you to become a master of
creating opportunity in your business. I do this through training you
to become an unstoppable marketer, a world-class sales person and a
brilliant brand builder. Then you will be able to take these skills and
build such a cash-cow practice or business that you will have all the
money you need to hire the right people around you. These people
can take care of the accounting books, social media campaigns, PR
releases, etc., so that you can stay focused on being the Rockstar
– speaking, teaching, building relationships and helping people. So,
maybe there is a lot of mindset to this equation of success? The
Owner Vs Player mindset is an important one to shift.
Let’s explore a bit more of this to get to the core of the most
successful people. But, we know, you have heard all the mindset
stuff before – so let’s look at it from a completely different angle.

Palm Springs, CA sharing influence tips with 1800 Business Owners, Experts & Entrepreneurs

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 The Mindset Of
A World Class
Business Owner
“If you !ink you can do a
!ing or !ink you can’t do
a !ing, you’re right”
- Henry Ford

T
ony Robbins and many successful, personal development
training companies, have established since the 1970’s that
it really is our mindset and our beliefs that set the entire
foundation for everything that we do, which is what gives us all
of our results. Before I dive directly into what you need to do in
order to become an Industry Rockstar, it’s essential that we work
together to align your thinking with the people who are Industry
Rockstars.
If you are reading this book, then you have probably done a lot
of personal development work. You may have done workshops or
seminars, or listened to CD’s, tapes or read numerous books. You
may even have a very robust self-help section on your shelf or
computer right now. This chapter is not going to be your run-of-
the-mill mindset conversation. This is a look at some of the most

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common debilitating mindsets that people carry that stop them

from becoming a real Rockstar in their Industry. Even though we
know our beliefs and mindsets are the core to this, they often go
unnoticed about what is actually making the real difference for
these successful people.
I am 35 years old now and have been involved in transformational
self-development work non-stop, since I was 19 years old. This
means I have done close to 16 years of self-development work and
study.
What I have noticed is that personal development and self-
development is very important, however sometimes you just have to
move beyond exploring yourself and simply get some stuff done. We
absolutely encourage and endorse a lifelong journey of discovering
who you are (where you head towards a full awakening and get in
touch with your own personal spiritual evolution) because that is
the journey we are on as well.
However at the end of the day, we simply didn’t want to have to
wait until we were fully awakened or evolved in order to make
money or help people! And neither should you! We also know
that you are reading this book, because fundamentally you want
to help more people, and we all know that the greater our incomes
become, the greater influence we can have with our message in
business.
I encourage all of my clients to fully engage in a combination
of taking the right actions with finding out what beliefs and
mindsets are limiting them from achieving what they want now.
Having personally worked with hundreds of thousands of people
worldwide (in trainings and seminars) and having reached millions
of people around the globe with our teachings, here are some of
the most common things we noticed – on a mindset level – that are
stopping people from charging more for their services, influencing
more effectively, helping more people and overall, just making
more money.
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Risks Worth Taking

“If you’re not living on !e edge,

you’re just taking up space.”
Unknown

The most successful people in the world understand risk. They

know that there are three domains of risk:
1. Physical
2. Financial
3. Emotional
The first risk is physical risk. Just to set things straight for you: I will
never encourage you to take physical risks unless it is inherently
a part of the job you do or the business you want to run. For
example, you may be a karate instructor, a boxer, a sky-diver and
so on. Obviously here, you will be taking a higher level of physical
risks than someone who is a financial accountant or a computer
technician. I do not believe that you are going to be more successful
the more physical risks that you take. So breathe, and relax!
The second type of risk is financial. People often think that the
most successful people have taken huge financial risks, but this
is usually not the case. It usually is the case that we hear these in
tabloids and newspapers because they sound exciting: “Ex-CEO
takes $400 million risk”. What most entrepreneurs don’t get to see
is that these financial risks are either not really that big of a risk
for the risk-taker (because $400 million may be small change for
that person), it is not their own money, or they are well-calculated
risks. And, if they really are huge financial risks, it’s not uncommon
for them NOT to go well. If you think that you have to take huge

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financial risk in order to be a successful entrepreneur, then you

have bought into the tabloids.
Yes there are some fun stories throughout history of those
Entrepreneurs that risked it all and it turned out great. But usually
you only hear about those stories and not about the Entrepreneurs
who risked it all and went broke. No one is inspired by that story,
so no one tells it.
Considering I have sat with hundreds of top executives all over
the planet in corporations you would know the names of, you will
have to take our word for it, that successful people hate huge,
blind financial risks. Risks-at-large companies are often researched
and calculated through the roof, and even if they don’t work out,
there is normally a contingency plan on the line. At the end of the
day, what I have noticed is that the biggest financial risks tend to
get done with other people’s money. Read on for more:

MYTH: You need to raise capital to start a new business

If you think you need to raise capital to start a business, nine times
out of ten you are wrong – more often than not, you don’t need it.
You are just terrified of selling. We are going to make the assertion
here that raising capital to start your business is likely the wrong
way to go (especially if you are a first time business owner).
If you have a track record of successful businesses and entrepreneurial
activities, and/or are creating a specific piece of technology (yes
technology companies often need funding more often than other
companies do), then maybe funding is appropriate..
There might be some other cases where you could convince me
funding is necessary – but it is very rare. Most companies that are
successfully funded are not starting from scratch. They have a
proven system, market and product or service that is already selling
in a market place. Then they are seeking funding for expansion.

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If a specific technological infrastructure is required or if you are

looking to enter a market that is already a developed market and
improve on a technology or process, I understand. Just be very
careful, because it’s always better to be consulting and generating
cash from your ideas first, to get the very inside scoop on where
money is actually flowing to solve a problem in an industry.
The most important thing to know is that people can be easily
stopped by thinking they need to raise capital before they can get
started. The fastest way to get started in a business is to go and
sell a service. One of the fastest ways to cash up is to start selling
packages as a consultant or coach.
Many large Silicon Valley companies started as consulting
companies, which gave them great visibility into a market to
see what the real problems were. Not just the problems they
thought that were there, but the ones that businesses and people
were actually willing to spend money on solving. See there is a
difference between people complaining about a problem and
actually spending money on a problem to solve it. An amazing
thing happens when you actually sell products and services – you
get to see which ones are actually selling! This helps you refine
your business before you start pumping huge amounts of funding
into it to scale or market.
I will discuss the difference between coaching and consulting later
in the book. In our Industry Rockstar Formula – just ahead in this
book – we will show you how to put together a practice and get it
off the ground right away so you can go start making money today.
Every business that I started has been cash flow positive from day
one (with no funding). We got out there and sold our consulting
skills in that area and then reinvested a high percentage of the
cash we were making back into the infrastructure of the business
so we could keep growing it to larger levels. By infrastructure I
mean building websites, technology and so on. We went out there,
got opportunities to sell, and then closed clients. If you are sitting
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there going, “I know, I know, I know”, but you are still looking to
raise capital for your company then you are missing the point. The
better you become at sales, the more interested people will be in
giving you money to help you with your initiatives.
Even businesses that really need capital to get going because of a
need for assets – like a logistics company, building/construction
company, or restaurant, etc. – you can bring in partners that have
assets, access to capital, etc. You can put together the deals and
have no financial risk. Honestly, if you have never run a successful
business before, be very careful about taking in any capital –
because it is very high risk.
Moving on to the last type of risk you can take… The most
valuable risks that you can take and the ones that make the biggest
difference in business are the emotional risks. An emotional risk
might be calling your friends and contacts and telling them about
your new business. It might be approaching successful people to
talk to them about becoming part of a joint venture. It might also
be about selling something. Entrepreneurs who succeed and scale
up fast are those who are continuously taking emotional risks. The
principle that I live by is that if something feels a little emotionally
risky, then I generally head towards it to explore it and often take
the emotional risk. The only shots we regret in life are the ones
we don’t take.

Your Value
Value is another big mindset issue that we notice in people with
whom we work. My private consulting/coaching rates are in excess
of $100,000 USD a year for my personal one-on-one time with
a client. To date, that is at the top end of coaching as leadership
coaches. When my clients engage with me, usually one of the first
things we do is raise the rates they are charging, because they are
too cheap. Or if they are in a product business, we develop a real

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high-end expensive product for them to sell. And they are ALWAYS
freaked out by this – until they close their first sale (which is often
quickly). Then they kick themselves for having been so cheap!
Most of the time people spend time trying to convince us why their
rates should be low to compete. I believe the exact opposite. If you
really want to compete, then your rates should be high. Experts
charge expert rates. If you are not expensive you will never be
perceived as an expert. It is hard wired into people’s consciousness
that expensive things are higher value – whether they are or not –
all humans believe this.

MYTH: You must start at the bo!om and work your way
up (with credibility, exposure and prices.)

You may have been trained in school to start at the bottom and
work hard to move up to the next level. I mean that’s how it
works in school: as long as you work hard in each grade, you pass.
That’s fine, except that’s not how the real world works. And don’t
think I am talking to the recently graduated college student here!
I have been training Entrepreneurs all over the world, that have
been in their professions for 30+ years and struggling to raise their
rates any higher than the industry standard. As soon as we get our
hands on them, they are able to double and triple their rates (if not
more). Naturally, being successful does require a certain amount
of work; however success is not about where you start, it’s really
about where you are now. So, why not start at (or closer) to the
top?
There are two differentiators for people at the top. That is they
have used the positioning techniques we will be teaching you in
this book, and created relationships to be there. So start creating
relationships with people at the top. I really got this when I was
working in the record industry under a very famous record producer
in New York. He will remain nameless for his own sake. I was

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working on big artist’s records and primarily assisting in editing the

vocal recordings, as I had just gotten out of music school at Berklee
College of Music.
I noticed that everything he was doing, I could do as well. There was
nothing that marvelous about it (in fact, I have noticed this many
times about high positioned people in the world. Mainly they are
great at putting their ideas into action, building relationships and
putting super smart people into positions around them). At some
point I was even cutting bagels and running to get food for him
and the clients and I just thought, “This is ridiculous!”
I called up my friend, Nick, in California that week and said, “Look,
we are just as talented and know just as much as these top guys,
so let’s stop slaving away for them and start our own business.” He
agreed as he was having a similar experience with someone he was
working for in California. This was the start of our media business.
I had no idea how it was going to happen or how we were going to
be successful, but I just had enough and was willing to sleep on a
floor, be homeless or whatever it took to figure it out.
This, as I learned later, is one of the key traits of successful people:
a willingness to sacrifice their pride or preferences until they
achieve the success they want. You don’t have to know how it is
all going to work out when you take emotional risks – you just
have to keep surrounding yourself with successful people and the
magic will happen.
What I learned, as I moved to California at 22 years old and
realized I was completely broke, and had no idea how to start a
company, was that I made a major decision that day – which was
to be an owner and not a player. The only difference, between me
and that top producer in New York, was that he had cultivated
relationships and was asking people for money to do his trade.

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Years later, I worked with a client in our workshops who was

struggling as an artist. He was selling his photographs for a few
hundred dollars per piece, and he was tired of it.
I asked the photographer what he really wanted to earn per
painting, and he said, “I want $50,000 for each one.” So I asked
him, “Have you ever asked for $50K for a photograph?” He replied
meagerly, “No.” So I said – well how do you expect to make $50K
for a photograph if you don’t ask for it?”

MYTH: You get what you deserve in life.

You do NOT get what you deserve in life you get what you ask
for in life. I always say to people in our workshops, “Ask for twice
as much as you expect to get, because you just might get it!” With
some coaching around his own relationship to his self worth, the
Photographer was willing to take a risk and take on our advice,
which for him meant changing the price.
Are you curious to know what happened? Well, it took him 167
sales conversations to sell the first photograph at that price – and
then he did it (it took him three months). He sold it for $50,000.
The next photograph took him 112 sales conversations to sell it.
The one after that took him just 75 conversations to sell it. To cut a
long story short, the same photographer who was struggling when
we first met him is now selling hundreds of thousands of dollars
of his own photography every year (to magazines, film, collectors,
etc.). The important thing to note here is that if he hadn’t shifted
his own perception of his value – and been willing to take action to
follow that up – nothing would have ever changed for him.
There is no inherent value on any product or service. You cannot
go to the library and find me the “book of values” on you and how
much you should cost for your products or services! All products
and services are inherently valueless, and invaluable. Valueless to
the people who don’t care about them and invaluable to the people
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that do! If I tried to go sell Business Coaching to a Professional

Surfer, it’s likely that person would have no interest. Therefore,
I would have no value to him. However, if I went to sell a new
surfboard wax that could help him surf better, that could have
massive value to that person. The value is not determined by the
value to the person who sells or delivers it. The value of a product
or service is determined by the purchaser or the consumer.
There are five (5) Types of value:
1. Perceived Value
2. Discovered Value
3. Guaranteed Value
4. Accidental Value
5. Final Value
Perceived Value is used in marketing – where we need to pitch
someone on something that resonates close to their core values –
so they get curious about the potential value for themselves. The
person gets curious – and will engage in a conversation, but is not
ready to buy anything yet.
Next is Discovered Value – and this value is the value that you
“Discover” during a sales process. The customer or client needs to
be involved in this process. So the “pitching” phase – the job to
create the perceived value is on you. However, with Discovered
Value, the job is to “Discover” it together with the client.
Guaranteed Value is something that is certain to provide value to
a client. Often services must be sold on a leap of faith experience
or an intangible feel of value. It’s a concept when they buy it. Like
when an accountant sells his/her accounting services, there might
be money paid (like a deposit), but what the customer is buying
is future services, and they don’t have any real idea whether it will
work out or not. Guaranteed value would be offering something
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that the client is guaranteed to get value from, when buying

something.
An example would be like an add-on software product. Let’s say
an accountant sold his services, and when you gave him a deposit,
you also got a 1-year license for an online accounting software
system. Since you need an accounting system anyway to track your
business, the accountant does a deal with a software company (like
Quickbooks or Xero, etc.) that he can give away 1 year licenses to
his clients which saves them $2K anyway. The software company
is happy, because guess what is likely to happen in year two? Right,
the client will renew the license, and the software company has
another person being added to its database, that they can market
other offers. In the mean time – the client loves it, because even
if things don’t work out with the accountant, he/she still has the
license. This is called Guaranteed Value.
We also use this with seminars as well – when people buy a ticket to
a seminar of ours, we often give them a book, some other learning
programs and maybe lunch – that way, even if they don’t like the
seminar – they still get something of value guaranteed.
Accidental Value is value that you never intended the customer or
client to get, but they happen to stumble over a great lesson while
working with you or using your product. They got a real “Ah-ha
moment”, but it was unexpected for both of you.
It’s wonderful, when that happens, just make sure you remind the
client or customer that would not have happened if they weren’t
working with you or using your product.
Final Value is where I have a client reflect back on a certain time
period or the use of a service or product and ask them what was
the “real, tangible and measurable value they got”? When they tell
me, we anchor this to the use of the service or product.

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Physical Activity
Do me a quick favor right now…
Extend your right arm now fully in front of you with the palm up
until it is parallel with the floor and perpendicular to your body.
Now, bend at your elbow until your hand is facing you and your
arm makes a big “L” shape. Next, rotate your shoulder so your arm
stretches behind your head and down to the upper part of your
back. Now pat yourself on the back between your two shoulder
blades.
Nice job!! You just congratulated yourself for working so hard
for all these years trying to convince people of the value of your
product or service. And now, let all the weight of that lift off your
shoulder as you pat yourself on your back and say to yourself now,
that you will never have to do that again. The value is determined
by the buyer. Your job is to go on a discovery with them and help
them discover the value.
The only value you are responsible for is the initial Perceived Value
– the pitch that gets them curious. This takes just a few seconds
and something specific we help people craft up when they work
with us.
To one person, what you do and what you sell is completely
worthless. To another person, it’s the most valuable product or
service in the world. The question of where to set your rates
essentially comes from what you want to earn. Remember it’s
never about money – it’s about value for the buyer (which they will
determine).
All people pull their rates out of the thin air and decide in a
heartbeat what they are going to sell their product or service
for. Often they look at others in their industry and use them as a
starting point. So, if you are going to create them out of thin air –

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why not charge a LOT for what you do? Like way more than your
contemporaries. I do! And you can too!
The question is not how much you charge – remember it is never
about the money it is always about the value. And the challenge
is not doubling, tripling or quadrupling your rates, the challenge is
how to find the people who will pay that. So the real deal is not
about your value, the real deal is about the network you’re part of.
It’s time for you to be increasing the financial status of the people
you surround yourself with, if you want to increase your rates.
A million dollar tip for you is that if you are in the personal
development or holistic field, or some sort of consulting or
coaching field, then people are generally willing to invest 10-15%
of their annual income on learning, growing, trainings, coaching and
consulting. This is why if I am selling someone leadership coaching
or consulting, and I want to charge them $100,000 a year, then I
know they need to be earning somewhere from $650,000 to $1
million per year, to be able to afford my services. It’s not that other
people wouldn’t find it valuable; it’s that it is not sustainable for
them financially to engage services at this rate.
Some people will be willing to spend more if they know that it is an
essential step for them to get out of some massive pain (which could be
a boring life, or could be some real pressure).
If you want to charge $100,000 a year for your private clients,
then you need to be networking with people who are earning
this much. In our Rockstar Trainings, we teach you how to be in
those conversations (refer back to the Entrepreneurial Hierarchy
of Focus about how to network in higher circles). This is another
reason why people say that your income tends to be an average of
the five or six people who you surround yourself with on a regular
basis.
If you are reading this and thinking, “I have no interest in working
one-on-one with private clients consulting or coaching,” then just

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know you are leaving massive revenue on the table, as well as a

massive opportunity to engage personally with incredible people
in your industry (not to mention build really personal relationships
with other leaders in your field). Even if you are a business owner or
a CEO, why not moonlight as a consultant to some large potential
clients of yours on a specific issue they are having?
If you are predisposed towards the consulting or coaching
profession but are feeling burned out… Ask yourself, if someone
paid you $100K to consult with them over a year, would you feel
exuberated to be a consultant? If the answer is yes, then let’s look
at who is earning $500K-$1M+ in your industry and then go after
them to be working together!

Financial Sustainability
By the way, I feel very strongly about our clients being financially
sustainable, when they engage with us. We rarely encourage anyone
to go into debt to invest in themselves through us, unless we are
absolutely certain that it is the right answer to their problem.
There is another perspective on debt and when it can be appropriate
however having people constantly going into debt is simply not
a sustainable approach. This is also why Jeff and I have created
different tiers of training, products and services, including this book,
so that more people can invest with us. You can do the same. Your
job is to serve as many people that you want with your services
(who can afford your new high rates) – while being sensitive to
the different financial capabilities that come along with all your
interested clients.
Build an array of products at different price points to allow anyone
to buy from you. We call this “Covering Your Market”. We go into
great detail on this topic, in our Industry Rockstar Intensive event,
where we help people design and build their products and brand

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and position themselves in the marketplace so anyone, at any

financial level, can engage with them.

Here’s a million dollar tip that sounds funny but is super

true: Stop working with people who are broke.

There is nothing wrong with people who are broke, however, they
can’t help you to raise your income because they can’t afford you.
Earlier in my life, I wanted to help artists take the “starving” out
of the “starving artist”. I ended up feeling burned out, and it just
wasn’t sustainable for me to be working for little or no money.
I encourage our participants to create products for people who
can’t afford your higher end services (or who want to get to know
you before they invest in your trainings or one-on-one services).
If you do want to help people, personally, who have no or little
money, give them scholarships that can be used toward purchasing
your products or services, while you make money serving plenty of
other people who can comfortably afford your rates.
By the way – if you haven’t already noticed this, the more you
charge the better results your clients get. Just think about it: if
I charged you $500 for this book, would you value it more? It
would be almost impossible not to! We always value what we pay
more for. What I have noticed over the years, is that when I coach
people that pay me “little” money, versus when I coach people
that pay me lots of money, the people that pay me lots of money
have better results (quicker) – regardless of what background or
network they come from.

MYTH: Desire is enough for people to have results.

False! No matter how much desire people have, it only gets them
to a financially comfortable place. When we work with clients
that are super successful, regardless of how much drive they have,

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if they are not committing with real money and lots of it, they
lose focus. When we are working with people who are completely
broke (occasionally I have been asked by completely desperate
celebrities to help them out of their rut, and I agree to do a pro
bono client in exchange for a % of the results) – as soon as they
get some success and get comfortable, they slow down massively.
I have seen it hundreds of times and our clients have too. I always
find a way for someone to have real skin in the game through a
financial investment. When people pay a lot, they pay a lot of
attention. It’s time for you to charge your clients and customers a lot
of money too. I don’t even care where the money goes: sometimes
we just have our clients donate money to charity initiatives that we
support. We might not even have them pay us our or companies
directly. The money is about the client having skin in the game.
The point of this little section is for you to get that some of the
actual results of the clients is proportionate to the amount of
investment they make. The financial pain the clients puts themself
into to work with you, is an important ingredient to the success
they achieve. If you knew that your clients would get more by
paying you more, would you be okay charging more for your
products and services?!

Commodity & Value Markets

You can play in two different markets – the commodity market
where people are making decisions based on the cost, and the
value market where people pay based on the Discovered Value
they think they will receive. When you apply our strategies, you
will start to move away from charging time for dollars, to charging
value for dollars. So, since all rates are made up anyway, make up
ones that inspire you. When you are asked for your rates (by your
clients), you should feel slightly emotional about asking for it (a
little concern or doubt might come up – this is great).

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When I went from charging hundreds of dollars a month to

charging tens of thousands of dollars a month for coaching, at first
it felt scary and I felt like a fraud. Then I realized that as long as
my clients were getting value out of it, there was no issue. In fact, I
learned that the more I charged people, the more results they got.
The more pain people are in, the more action they will take, and
the more willing they become to invest themselves in changing
their situation.
When you charge your clients a lot, you give them the unconscious
right to charge their customers and clients a lot. You basically start
a chain reaction of them getting better results with their customers
and clients as well.
So just remember that value is determined by the purchaser. I
have written this book because I would love for you to get massive
value out of it. However, I understand that you are the one who
is responsible for getting the value out of it. Some people will say
they would pay tens of thousands of dollars for the systems and
information in this book, and others wouldn’t pay more than a few
dollars. There will be people who love it and people who receive
no value from it. I have no control over that, as I know all I can
do is simply put what I believe to be valuable content into your
hands and let you, as the reader, determine where the value is for
yourself. (Hint: All the value in this book is in the application of
the lessons into your life and the money you will make by taking
action. It’s in the Final Value.)

Confidence
Confidence is the number one trait of successful people. See how
confident I am in saying that?! LOL! Most people are out there
trying to gain confidence, except there is really nothing to gain,
as you can’t go and buy confidence from the store. Confidence
comes from the inside, and it’s generated by an appreciation of

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where you are at, instead of making yourself wrong for it. People
who are or appear to be very confident are simply saying “yes” to
everything that is happening and everything they are experiencing
in that moment.
A lot of people are afraid to pick up this book, come through
our trainings and then call themselves a Rockstar in their Industry
because their self-confidence is low. But, being an expert is a total
perception. How do you really ever know that you are an expert?
You could say that you are never an expert! Here is what I do to
help our audiences to shift their confidence level quickly:

Stop worrying about the label of what you call yourself

Who cares about whether you’re an authority, an expert, leader,

or Rockstar? Put your attention on the fact that you have some
expertise. You’ve spent (x) amount of years becoming good at
what you do. Notice that you have put lifelong work, thoughts
and energy into becoming the person you are today. I don’t mean
you have to have put 20, 30 or more years into your expertise, I
just mean that you already have a lot of life experience regardless
of how old you are. You may actually have 20+ years experience
in a field; in which case, you absolutely have expertise in that area.
People come to me all the time in our seminars and trainings and
say they don’t know how they can call themselves an expert, and
then they go on to explain their background in their field of study.
I’m standing there thinking, ‘I haven’t had one minute of expertise
in that area, and so to me, in that area they are absolutely an expert.
Too often, entrepreneurs compare themselves against the world’s
greatest experts (which is mostly slick marketing and positioning
techniques anyway). They have a fantasy-vision in their mind of
the expert with 15 different degrees, 3 Nobel prizes, 400 magazine
and newspaper articles, and numerous national TV appearances,
etc. Of course, that isn’t the real story, because that’s nobody.

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The expert is just someone who knows more about a topic than
someone else. Maybe the people who you follow and learn from do
have the experience and background – they’ve been an expert in
the field for more years – but I would just call them an experienced
expert. It’s all about marketing anyway! You need to start digging
into your life and looking at how to position your experience and
expertise in the most credible way possible.
Look at it this way: my four year-old son takes tennis lessons from
a nineteen year old tennis competitor. Her name is Bonnie, and no
one reading this book would ever know her. To my son, she’s an
expert, and therefore she gets our money. Why? She decided to
call herself a tennis expert and market herself in line with this. To
Andre Agassi, I’m sure Bonnie is far from an expert.
If you’re concerned about what an expert is, it’s because you’re confused
about what an expert is.
Anyone can be an expert so long as the people working below them
don’t have the same or more expertise. If you look at this more
closely, what I’m saying is that if you can help somebody, then you
are their expert. If you take someone’s money and then help them
solve a problem, then I don’t care what you call yourself! You’re
in business!
Here are seven ways from which you can quickly draw credibility
and therefore gain confidence that you have what it takes to be
“positioned” at the top of your industry:
1. Ever had any results with clients? That’s the most important
thing – results. If you are getting started or haven’t had a lot
of results read on…
2. Your story of your life gives you credibility – your story
includes your mistakes, and those mistakes will save
someone else years of wasting time and money. That’s
important!

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3. Have you spent time researching or learning about the

topic? Get it into a system!! (We will talk more about this
later) As soon as you have a system you instantly increase
your credibility – so MAKE ONE UP!!! Create a system
and get it on your marketing materials.
4. Social proof – who have you worked with, been around,
spent time with, in any area, that would have some
notoriety.
5. What positions have you held in the world? Like actual
labels – CEO? Founder? Partner?
6. Do you have any degrees or certifications? Those are a good
start for credibility!
7. Have you had compelling ideas or concepts that you
want to share? Start documenting them and share them.
Regardless of who you are, if you have some good ideas,
people will listen. Put them into products (we will discuss
this more later). Products also give you instant credibility.
But seriously, to get started just sit down and write and
eBook, or record some audio and start offering it to people.
It wouldn’t take you more than a few hours to knock
something out, so that you can start to organize your own
ideas into something.
The “expert” positioning has become an exciting trend, but
really what it’s about is taking your personal knowledge and
turning it into a brand. Stay tuned because we predict that by
the time this book is published, the “expert” thing will have
become a saturated concept in the marketplace and everyone
will be trying to figure how to compete in the sea of experts!
Being an Industry Rockstar is about leaving the other experts
behind, and we will show you more about how to do this
later in this book.

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2. Know that there is no such thing as failure, only

feedback.

An accountant friend of ours in India said once that, “There is no

such thing as losses, only lessons.” Every mistake you think you are
making is actually the next step on the journey of where you are
headed. If you walk around trying not to make mistakes, then you
are essentially avoiding the pathway to your own accomplishment.
I realized a long time ago that if I just expect to make a lot of
mistakes, then life occurs more easily, because I’m going to make
them anyway. One of my piano instructors when I was younger
told me that if I was going to make a mistake on stage, that I ought
to make it a big one! “No wimpy mistakes anymore – only juicy
ones!!” He would scream this playfully, during piano lessons.
When our participants in our workshops get clear that anything
they are doing is just teaching them new lessons, which they will
end up teaching and presenting about later on, they raise their
confidence right away. Your mistakes are helping other people
to avoid their mistakes, and that is what they are paying you for.
You’re helping them to get to their end goal faster! The people
who are most successful in the world today are those people who
are relishing their mistakes as huge opportunities to learn, grow
and teach back to others (and get paid for all that!).

The Power of Focus

The last mindset that really stops people from becoming a
Rockstar in their Industry is their unwillingness to focus. I see this
commonly with people’s passions. They are unwilling to focus
on one business. I often meet people who are running two or
three different businesses that are all running poorly or at a very
mediocre level. These people have a false sense of security that
they need multiple streams of income, which actually backfires

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and ends up reducing their productivity and results. Having run up

to six businesses at once, I can tell you that even when they were
working well, it was exhausting.
The model I am going to be presenting you in the second half
of this book is the best one I know for leveraging yourself and
incorporating all of them together most powerfully. Stay tuned for
real multiple streams of income.
The most successful people in the world practice the “power
of one”. This means one business, one market, one niche, one
product, one rate. It doesn’t mean that you never have more than
one business – as I currently own many very active, successful,
money-making companies – it just means that you focus on one of
these at a time.
I built one company at a time and put my full attention on it,
then systematized it and hired a CEO to run it (or gave it to the
business partner I started it with and retained equity in it). People
who are trying to get many things going at the same time are often
just really busy having very little results in anything.
Since I know you have heard about the importance of focus your
whole life, I’m going to paint a whole different picture for you.
Having worked with so many people worldwide, I know as a human
being you are not really willing to focus. I call it the ‘shiny object
syndrome’. It’s not uncommon for highly creative people to have
a new idea every five minutes – it’s part of being creative. Most of
my friends who are geniuses like this keep an “Idea Journal”. They
call it a parking lot for their ideas until they know which idea they
want to focus on and for how long.
People don’t focus for two reasons:
1. Their adventures in business (or life) are not time bound.
This means they think if they focus on one thing that it
will be the only thing they focus on for the rest of their life.

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Instead of saying they are going to focus on something for

3 months. The most successful people focus on one project
for a defined period of time. Without a defined period of
time, we feel our life is going to be one flavor of ice cream
forever. And that scares people to think they will have no
variety, so then they resist focus.
One of my side passions is health. I have researched health
almost as much as business and maybe at some point will
spend more time in that field teaching. Many times with my
private clients we start with Leadership, and tactical business
things, but at some point, they need to focus on their diet and
health to achieve what they really want from their day.
Here’s what I notice about helping people shift their diets.
Having someone remove something out of their life that they
really love or have gotten used to, seems daunting if it is not
time bound. When I ask my clients to completely remove
sugar, wheat, dairy or something else out of their diets I
encounter so much resistance until I say, “Let’s just do it for
two months.” Then it seems manageable.
So if you know you need to focus on one business, or sales
(to bring in more revenue), set a definitive ending time to
that focus, and notice the resistance disappears. As soon as
your brain knows that it has a start and an end (what we call
a “Phrase” in dance or movement analysis), it will let go of
the resistance to it. Most people try to shift into a focused
state without an established ending time or date, and this
causes the brain to freak out about having to abandon other
interests – which leads us to the second reason people don’t
focus.
2. They feel they will miss out. People are oriented towards
opportunity. As a practice, you should start saying, “No,”
more often. There is a time to say “Yes” and a time to say
“No” and it’s up to you to recognize which one is best for
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an opportunity. One of the biggest issues for people in

our workshops is that they are not clear about what their
passion is, or what they want to do. They are either in a
state of apathy, or denial. If you are wondering what your
passion is, and in a holding pattern in your life because of
that – it’s time to get over yourself! People that are feeling
passionless or do not feel like they understand the place
for themselves in the world, have sold themselves on the
concept that they can’t do anything they want and make
money at it or that they have to leave everything else
behind to actually do what they are passionate about.
Both are complete fallacies. I have shown hundreds of thousands of
people all over the world how to take anything they are passionate
about regardless of how ridiculous it is and create at least six figures
a year doing it.

MYTH: Only certain passions can make you good money.

Please know this: there is an audience for you. I don’t care how
nuts you think your hobby or passion is – there are people all over
the globe that like that too. And will pay you to learn more about
it (yes, at whatever level of expertise you are currently at).

PARTICIPANT STORY
I remember a woman that was in our training who was in her late
60’s. She loved adventure, but was not sure what to do with her life
at this point. She was feeling passionless and came to our training –
primarily to be entertained for the weekend. She just wanted to be
around all these other inspired people. However, what she found
is that there were also a handful of others that were clueless about
what their passion was, or what they could do as a business. This

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was the perfect conversation for her when we started talking about
how to identify your passion and turn it into a business.
We have seen people become apathetic because they don’t believe
they can make money doing what they really love. Except that’s
a lot of silly talk! I had one woman in a training saying she loves
dancing but she knows there is no money in it as a performer.
She was apathetic and slightly depressed. So we whipped up some
concepts for her, and now she runs a very lucrative dance school
where she gets to dance and get paid (and she doesn’t even run
the classes).
So back to our story about this lady who was in her late 60’s: she
put her hand up when we asked who was feeling like they didn’t
know what their passion was, and that’s what was stopping them
in life. We brought her up onto the stage and worked with her for
about 10 minutes asking her what she was really passionate about.
Suddenly she lit up and said, “I love to jump out of airplanes and
bungee jump!” Now this knocked everyone over in the room.
I asked her if she could take other people who wanted to go on
adventures in their life, out to jump out of planes and bungee
jump – specifically maybe an older clientele that wanted to be
adventurous in that stage of their lives. I asked her if she would like
to do that. So guess what she is doing now? She runs a boutique
practice where she takes older couples on major adventures. And
she loves it. But mostly the problem was that she wasn’t willing
to allow herself to consider doing exactly what she loved to
do and make money at it. We helped her create a brand, some
services (which were adventures she takes people on) and got her
positioned in the market as the “Go-To Grandma for Adventures!”
How cool is that!
There is a business in everything you love to do. This is really my
gift to the world – to help anyone see the business possibilities
in what they love to do, and help them create it to make money,
so they can experience the most freedom and play in their work
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everyday. If you are not connected to your passion – it is likely

because of your concern about having to focus or give up other
things in your life that you like to do. Yet this is totally not the case.
In fact, you can combine passions to create the career you want.
That’s what I did, and that’s what people who walk out of our
workshops do everyday.
Years ago I combined my passions, because I loved music, but
performing alone was not working for me – and I was not making
money at it. I also loved business and selling. When I was creating
music in my studio all day long, I didn’t feel fulfilled, because I
didn’t get to express my other passions – connecting with people,
influencing others, solving their problems, and more. So, I combined
the two into a music business, where my job was to create those
relationships and then, if I wanted to, provide the music as well.
You can do the same thing – combine your passions, hobbies or
interests into a fulfilling career that you create.
Another example is a man who came into one of our trainings who
loved to snow ski, loved cooking and loved writing books. After
we coached him to allow him to get connected to the activities he
truly loved, letting go of all guilt and shame around his interests
and passions, he decided he was going to move to the mountains,
and he ended up opening a restaurant with just a few tables, where
he could cook, and then began writing books about food for people.
The number one regret, people have at the end of their lives, as
documented recently by a nurse who helped hundreds of people
pass away, was that they lived their lives as someone else had
thought they should. It’s time for you to start living your life the
way you want to now.
It’s time to start experiencing the value you were innately born
with – the invaluable value, the confidence you have always had
inside of you, that you were gifted with when you were born, the
one you have been pretending not to connect to, – and get your
focus onto the passions and desires you really want to use right
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now to create the next phase of your life. You have a long life
full of lots of opportunities and choices. Right now is the time
for you to choose the things you enjoy most and look at how you
can bring your talents and gifts to the world. By the way, if you
haven’t already noticed, all businesses do the same thing: help
people. These days it’s about connecting with your customers on
a personal level.
One of my coaches always said the only thing that happens of
value in business, happens between people. If you are not clear
about your passion, you have taken your attention off of the
difference you make for people and the interpersonal connection
you get when you do business. When it comes back to helping
people, facilitating them in having an amazing experience in life,
and connecting with them on a daily basis, does it really matter
what you do anyway? In every business I’ve owned and run, it
never made any difference what we were doing (as a daily activity
or what we were selling) as long as people were getting served,
helped and the planet was becoming a better place.
Try on that concept for yourself (that what you are actually
“doing” doesn’t matter), and then get your butt out there to help
the world. It needs you now. The vehicle of what you choose is
really insignificant, so choose the one you have the most fun at –
and charge a lot for it! This is what it means to become an Industry
Rockstar.

145
 Hanging out with Sir Richard Branson An evening with Bill Clinton
discussing Charity work with Virgin Unite discussing philanthropy

Spending time with Tony Blair With Bob Proctor discussing human potential
on the topic of Leadership
Photo shoot with Dr. John Demartini just Sharing the stage with Les Brown
before a tour together through India and ge8ing motivated!!

Dinner with Tony Robbins a9er

sharing the stage with him

Discussing strategies with T Harv Eker

a9er presenting at his events
 Together with Dr. John Grey at an Dinner with Tim Ferris (Best Selling Author of
event where we spoke about publishing the Four Hour Work Week & Four Hour Body)
books for Expert positioning (2006)

Spending time with Robert & Kim Kiyosoki a9er

sharing the stage with them on a global tour

With Bill Bartmann a9er sharing

the stage in 2007 together
 Big handshake to the one and only Frank
Kern (Highest Paid Direct Response Market in
the world – and just a top notch nice guy!)

A9er a business strategy meeting with

one of my Private clients – 5 Time Olympic
Champion & Gold Medalist - Natalie Cook

My friend and talented Business Man, With Mariah Carey on Tour - while contracting
Richard Belluzzo – Former President of with Sony Music in my early 20’s!
Microso9 – a9er sharing the stage in Asia
150
 The 6 Most Influential
Positions in Business
“Formula for success: rise
early, work hard, strike oil.”

O
ver the years of working with top executives, high
performing entrepreneurs and top practitioners on their
businesses and lives, I noticed that there were several
similar patterns occurring between them. I noticed that they were
able to occupy different professional characters in the world (at
different times) in order to be maximally influential (and flexible)
in business. What I’m about to reveal is not individually new to
business, but what is happening is that different personalities and
individual character roles have become more important or more
prevalent than they used to be in the past.
More people are occupying more character roles in their professions
(i.e. wearing more hats), and the most successful are becoming
excellent at six specific characters or positions in the world.
The most successful entrepreneurs are undoubtedly those who are
becoming the most effective at putting all of these 6 characters/
positions together. The six positions are:

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The 6 Most Influential Positions in Business

1: The Industry Rockstar

The Industry Rockstar is a person who knows how to use the
power of his personal brand and position himself effectively in any
industry or marketplace. The Industry Rockstar understands how
to package up his knowledge, expertise and wisdom to accelerate
his business.
The Industry Rockstar moves through a simple 5 Level Formula.
I have been teaching this formula all over the world to over
3,000,000 professionals for over 6 years now (online and offline).
It was the first of its kind helping people understand a process
to become a Highly Paid, High Profile person in their industry.
This formula will be explored in greater detail later but here’s the
essence of the 5 Levels:

Released in 2006, revolutionized business all over the world – simple but
very powerful when used in sequence - and deep when you dive in.

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1. Perspective – Industry Rockstars have clarity on their

market, their expertise and their business (what it does,
what problems it solves, etc.).
2. Personal Brand – they develop their profile so they have
an Identity online and offline as a Rockstar/Expert in their
Industry
3. Packaging – they develop products and services to
deliver their knowledge and expertise as an individual
or as a company. Writing a book – which is an important
commodity for boosting ones profile – is included in this
category. We will talk more about publishing and books
later, but it’s a unique and important product that an
Industry Rockstar must consider producing.
4. Positioning – they market themselves and develop
partnerships that put themselves in front of others, gives
them exposure and Expert positioning.
5. Presenting – they understand how to sell in 1:1 and 1:Many
Environments. This includes sitting down one-on-one with
someone, but also being able to sell their concepts to the
media, pitch for investment capital, and speak in front of
groups to sell a product or a concept.
An Industry Rockstar could be someone who wants to make a
business out of their own knowledge and advice (sell their knowledge
thorough an “Experts” business) or someone who wants to
accelerate their business through industry exposure and essentially
position themselves at the top of the game (market their knowledge
and Personal Brand). This could also be a professional/corporate
leader who is using the power of personal branding, positioning
and packaging to become invaluable to their company or highly
visible in their industry. I am always really excited when I have non-
entrepreneurs show up at our events (in the sea of business owners
who participate in our events), because I know that they get it…

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that “Entrepreneur” is a state of mind… and anyone, whether you

enjoy your job or not, can use Entrepreneurial techniques to get
ahead at their company too.

2: The Messenger
The messenger (or Seminar Leader & Speaker) specifically uses
the power of public speaking to accelerate the power of their
message. People who use public speaking, or profit speaking
(platform selling, Webinars, teleseminars, etc.) are quickly moving
their companies and their careers forward.
They use their ability to speak to carry their message to people
both online and offline. Since videos are the primary mode of
marketing these days – public speaking is essential to be effective
in marketing and selling. In a study of 600 top executives world-
wide, the number one thing they claimed as the reason they were
successful was due to their ability to articulate their ideas and
influence groups of people.
If it terrifies you to speak in front of people – you are not alone.
Public speaking is the number one fear of human beings. However,
it’s time to get over it. I know that’s not very good coaching,
but here’s the real deal: I have done over 1,200 trainings, in 12
different countries. I have spoken to crowds as large as ten thousand
people at a time, and as small as fifty. Want to know a little secret?
I’m always nervous. Even after 1,200 times. I probably will always
be nervous. I was easily the world’s worst public speaker when I
started. I would easily bore my audience to death and put them to
sleep.
It makes me smile to think about those days. The thing to realize
is that all successful people have fears and concerns. We just bring
them along for the ride, and little by little over time they get
less and less loud in our ears, until they are really just a tiny dull

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sound in the very back of our minds. I’m not sure they ever really
disappear, but they certainly stop being so annoying!
Since I am a certified Master Practitioners of NLP (Neuro-Linguistic
Programming), and have spent over a decade studying with top
NLP gurus internationally, there is a much more sophisticated
solution for concerns and fears, through the use of NLP. But my
really quick suggestion right now is, “Have your emotions, don’t
let them have you.” Most of the time, we fear what we don’t
understand or what we do not have a process for. If you haven’t
studied really top grade public speaking with someone, it’s time
to get started, because the people that are on top are working on
becoming more articulate in front of groups.
You can hide and ignore it, but if you look at the trend of people
showing up in public speaking trainings these days, you will find a
massive upswing in attendance. Industry Rockstar has specialized
trainings for participants that want to become world-class
presenters, trainers and platform sellers. It’s a set of techniques I
developed over the years of doing it wrong so many times, on so
many different stages, in front of hundreds of thousands of people.
I love leading trainings and workshops, facilitating meetings and
getting people to take action in front of me, therefore changing
their lives. After having led personal development seminars, NLP
and intervention type seminars for major seminar companies and
Industry Rockstar for over a decade now, I have fused personal
development work into our business seminars for a very powerful
experience and results. This is one of the reasons Industry Rockstar
seminars are regarded as being so different. And we train our
participants to do the same. There are public speaking techniques,
which are different than, facilitating a transformational experience
in a room, which is different than Platform Selling – all three
are different arts. The more you understand all three the more
powerful of a presenter you will become.

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We, at Industry Rockstar, believe that the next round of messengers

in the world, that will really stand out from the rest, will be people
who are not just a bunch of talking heads (there are enough of
those in the world – a speaker that speaks at you), but people
who are able to artfully facilitate transformation in their meetings,
workshops and gatherings.
This is what we teach in Rockstar Trainer (our 4 day speaker,
facilitation and platform selling training) – the art of facilitating
transformation and then having people take action and change their
minds in front of you. That’s the messenger of the future. Now if
all that sounds like way too advanced… well then, let’s just reel
it back to this point: it’s time to sharpen up your ability to spread
your message through public speaking, webinars, teleseminars and
videos.

3: The Internet Marketer

The internet marketer understands how to harness the power
of the internet, in order to not only generate exposure but also
to really impact people and have them take action in the online
world. Now, we all know the internet is not going away – it’s only
growing bigger and stronger everyday. And, although most people
who train with us groan when they think about having to tame
the internet beast, it is essential to understand at least enough to
be savvy on the internet. You might be someone who loves the
internet and loves to dive into designing web pages, or coding
things, or using off the shelf products to get the job done. Either
way, if you are clueless on Internet Marketing techniques, then you
are really going to struggle into the future.
There are more millionaires today under the age of twenty-five
than ever before existed. And most of these kids are using the
power of the internet to make that money. At 35 years old now,
I marvel at how brilliant young kids in their late teens and early

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twenties are these days. Yes the internet is woven into the fabric
of their society, so it is easier for them. But that’s how it goes.
You had things in your generation that your parents didn’t. Most
professionals know they can’t ignore the internet, but they are not
yet, really taking an aggressive interest in understanding how it all
works.
Granted, I realize that it’s mostly because there is so much
information out there that it is just plain overwhelming. However,
it does turn out that there are only a handful of concepts you
really need to know to be able to manage others to execute well
online. Whether you want to get more leads for yourself, fill up
workshops, sell products, build your database, or create a following
or a community, effective internet marketing will get you there
quickly.
The scope of this book is not to teach you about internet marketing
but, I am going to layout the essentials for you to understand so
you can manage the people to whom you outsource. You must
continue to learn what you can do on the internet and put the
pieces together enough to be able to know what questions to ask.
Personally, I’m not a big fan of internet and internet marketing.
I have owned over a dozen well performing internet businesses,
some of which I bought and others I started (always with tech
savvy partners). I always hired a team around me of others that
could really advise me and get the actual detailed work done. At
the end of the day, I just don’t personally find fulfillment in the
internet marketing side of our businesses, but I realize that it is a
powerful tool and set of concepts to help accelerate your message
and exposure.
Whether you want to do the internet marketing yourself, or you
just want to be able to manage a group of professionals around
you, you must understand the core principles to be successful. It’s
kind of like building wealth: you must know how to manage your

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money, or manage those managing your money… otherwise it is

going to be a wild ride.

4: The NLP Guru

The NLP Guru understands how to utilize language to be a top
influencer (in business) or change-agent (in coaching or therapy),
depending on which position he/she wants to occupy. Where NLP
use to be an unknown science or an underground science, today
it’s becoming one of the most important sciences to understand
for business, when it comes to communication.
You could be in one of three places around NLP.
1. You may have never heard of NLP before – in which case
it’s time to learn about it,
2. You have studied it (and maybe you use it or maybe you
don’t), in which case now is the time to start applying it
and learning how to get it into your sales, negotiations,
leadership and influence activities, or
3. You have heard about it and it has a bad reputation in your
world, in which case it’s time to get over that.
Here’s why… since I was nineteen years old, I have been in an
intensive personal development training every other weekend
of my life. I submerged myself in every major and well-known
personal development company throughout the USA and San
Francisco that I could find (even while building my businesses),
I knew I was going to have to work on myself continuously, if I
wanted to really achieve major things in the world.
After all, a company is 100% a reflection of the CEO or the person
holding the steering wheel. Of all that training – and there was
a LOT of good trainings and enlightening weekends – one of

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the most profound times I spent were the three years I formally
studied NLP.
I studied at a little school in Marin, California called NLP Marin
– with two of the world’s foremost geniuses on NLP, named Carl
Bucheit & Michelle Masters. Now, I’m sure you have never heard
of them before – because they haven’t been the most well-known
people in the world, unless you are in the NLP world. But Carl and
Michelle devoted thirty years of their lives to bring out the most
gorgeous, loving and incredibly masterful side of NLP for people
to have change and achieve whatever they wanted in their lives.
This is the NLP myself and the Industry Rockstar trainers practice
and teach in the world – and has been the most important body of
work I studied.
In every room across the world I always ask who has studied NLP.
The amount of hands have been increasing over the years to where,
often more than two-thirds of the room have their hand up. Then I
ask those who have their hand up, to keep their hand up if studying
NLP was one of the most life changing things they did, and every
hand stays up. This is not a book about personal development – it’s
a book about business. Although you cannot really separate the
two, we are going to keep you focused on making money right now
utilizing all your knowledge.
So, NLP is one of the most powerful studies of how the brain
works to create the experience of life that we have. If you could
be extraordinary at understanding how human beings create their
internal reality, and then be world class at being able to influence
or shift someone’s reality, then you really have some of the most
powerful tools on Earth for influence. Even if you have studied
NLP before – consider that you are being introduced to it for the
first time now – because my style of NLP is very, very different
than typical cookie cutter NLP taught.
NLP stands for Neuro Linguistic Programming or Patterning. It’s
also not in the scope of this book to go through a whole history
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or training on NLP (can you tell I have more books to write?!),

but you should know, if you don’t already, that NLP is a science
designed out of modeling some of the best therapists who were
getting change with their clients, and looking at the language
patterns they were using.
Essentially today, in business, NLP is used in sales, negotiation,
leadership, marketing and anywhere influence and communication
is important. So pretty much everywhere! Basically we are all
going around all day long looking to influence each other the best
we can, and NLP is this set of tools that practically decodes how
to do that at the deepest level. So to get back to the topic at hand
here: people who have been studying NLP are emerging as some
of the top influencers in the world of business. You need to get
yourself connected to this body of work, and (of course!) I am
going to bring it to you. Since all business people must market,
sell, negotiate, lead and communicate effectively and powerfully,
becoming an NLP guru will set you miles ahead of your peers.

5: The Coach & Consultant

This is a profession to really keep your eye on, as I believe these
positions in business are going to grow extensively over the next
ten years (especially Coach). Although these are professions, they
are actually characters that use a set of tools to be masterful at
solving problems. The tool-boxes of coach and consultant are
incredibly useful for being a top leader, and if you wanted to, you
could turn them both into a career.
Coaching is a fairly new phenomenon (mentoring is not), and it
has become a career possibility in the last 20 or 30 years, as the
respect for the position has been increasing over time. Coaching
is one of the most misunderstood professions out there, and it is
also one of the most commoditized. This is partly because there
is no core governing body for coaching, and there is no barrier to

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entry. So, anyone can call themselves a coach. It’s kind of like being
a musician.
The proof is in the pudding, or in the results you can create with
your clients, and the top coaches are like gold for their clients. I got
lucky in that I had some of the top people in the world as coaches
throughout my twenties, while I grew and built our companies
(and ourselves for that matter). I actually only got to experience
magnificent coaching. And I really mean magnificent coaching.
People think they have seen coaching and then they usually check
out our material and content in our six-month coaching course
called The Coach’s Masterclass, and their jaw usually drops. I can
rave about it, because there was a lot of contribution to it from our
world-class coaches.
Whether you want to be a professional coach or consultant (or
not) is irrelevant to the power that you have when you understand
things from a coaching and consulting viewpoint. My coaches were
like magical beings to me and the more I studied about the coaching
profession from them (and the other top consultants I was around)
the more I applied those tools and experienced rapid growth in
my businesses. In our Industry Rockstar Coach’s Masterclass, we
train coaches and consultants to be among the most highly paid
in the world. But here’s the fun part: half the room is not actually
interested in being a coach or consultant. They are entrepreneurs,
professionals and leaders who just want to understand the powerful
tools and techniques we are teaching them.
While I was building my media business throughout my twenties
(and a handful of other businesses), I was coaching people at night
and on the weekends. First it was on how to manage and grow
money then it was on how to manage and grow their businesses.
Either way I loved it, and when I was back in the saddle as a CEO
by daytime at my media business, I found myself using the same
coaching and consulting conversations I was having with my after-
hours coaching clients. As a coach I was trained to focus on the

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bigger picture, leadership, and psychology of the person with

whom I was doing business. This would lead us to deeper, more
engaging conversations and my clients would see me as someone
really interesting to talk to and engage with on a daily basis.
Although, I didn’t want to be their therapist on every call with
them, it wasn’t uncommon for us to talk about their deeper feelings
on life, family, business and their careers. I ended up informally
coaching two major industry executives into new jobs as they left
their jobs at a company that was a big client of ours at my media
company. Naturally, these people became close friends and we
always got their business.
Coaching as a dimension to my personality really moved me away
from having customers and into having relationships. It was then
I discovered that my entire day could be filled up with personal
connections with people and meaningful conversations, and I could
get paid for it! It was like a dream – no overhead, no employees,
and great connecting conversations all day, helping people move
through difficult decisions, times and issues in their lives. Awesome!
Later on we will get into what coaching really is and how it differs
from Consulting and Mentoring, but for now, just consider that
learning more about the tools and techniques of a coach, could
actually improve your career, life and business. As I was training
in consulting modalities, I started to be able to engage my clients
on their bigger picture strategy in their businesses. It was on more
than one occasion, that I would be talking to a senior leader at
a major client (like Electronic Arts, or Disney) and we would
wander from the topic of media to the bigger picture strategy
for their department or business. I would offer some perspectives
on strategy from my recent consulting modules, and this would
significantly increase the quality of the relationship.
Over time, I chose to make this my entire profession: there was
nothing I enjoyed more than the flexibility to walk in and out
of people’s businesses all year long and help them with their
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leadership and strategy. However, you do not need to consider it a

business for yourself to know that the most powerful ways you can
influence people are engaging them in the deepest conversations
of their life. If you are willing to go there, you will be the one they
always come back to, to spend time with.

6: The Social Entrepreneur

Social Entrepreneurship used to be a theory; however for the
younger generation (15-25 year olds in particular) it has been woven
into their culture. Social Entrepreneurship is where you devote a
portion of your resources to help other people who are in need and
help solve world challenges. This is one of the most powerful ways
to align teams, direct companies and attract customers to your
business. Social Entrepreneurship is now becoming an extremely
powerful position and mindset to occupy in business.
There is not too much to say about this one – other than, this is
actually a mindset I implore you to take on fully. In fact, we (the
Industry Rockstar trainers) pretty much request a promise from
people in our workshops and in our private mentoring groups, that
as we help them become rich and successful, that they promise to
use part of that wealth and power to support the community and
world around them.
Business needs to be the engine for helping more people in the
world and giving more back. The greatest business leaders of our
time have been major philanthropists too, Sir Richard Branson, Bill
Gates, Sam Walton, Oprah Winfrey, and the list goes on and on.
The common misnomer is that those people got rich first and then
gave back. Actually they were giving back the whole time. The
media loves sexy angles, and a massive amount of money being
donated is definitely sexy.
But that means nothing really. I have always given back a percentage
of what we earn recycled into direct contributions to initiatives
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around the planet. Industry Rockstar and my portfolio of companies

have supported groups like: underprivileged kids, women
entrepreneurs, teens, animals, and more. Sometimes it’s through
directly giving money, donating our own time, scholarships to our
events or using our resources to help people in need. I remember
when the Earthquake in Haiti happened, and the accountant that
was working for me at my media company wanted to raise money
for private planes to bring in wheelchairs. We gave her the week
off to raise $50,000 USD to pay for fuel for private planes to get
doctors and supplies into Haiti. Sure it slowed down the business
a bit, but we all pitched in and got caught up. We even personally
donated money into the cause.
This goes without saying about needing to utilize your wealth
and power now to support others. This should also make things
clear that you need to focus on becoming as financially well off as
possible so you can help more people. It’s funny how many times
I hear that people are afraid of getting rich and arrogant – because
they think rich people are selfish and arrogant. I guess there are
people out there like that, but most of the really rich people I have
always known have been obsessed with how to use their success
and wealth to help others less fortunate.
I say, let’s get you rich and worry about not becoming arrogant
later! The point is, along the way, you are responsible to continue
to use your power, success, money and exposure to help the planet
become a better place. This is why I am personally so devoted to
this business (Industry Rockstar). I could easily be hanging out
under the radar, making millions without ever being in the public
spotlight. But I feel overly compelled to do two things:
1. It is time that people who are incredibly heart centered and
have highly good intentions to serve others in the world,
connect that intention with massive amounts of money – so
we are traveling the planet training huge rooms full of good
intentioned people who want to take their skills, make more

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money and give back to others. We need your help with

this!
2. I feel obligated to give back the knowledge that I was given
by my mentors, coaches, consultants, friends and colleagues,
that has made my life abundant and rich (in ways greater
than money) – so that anyone who wants to step-up and
have the same opportunity can do that.
Another important part about social responsibility is that it really
is the conversation the top people in the world are in. If you want
to really play a big game in the world, then the question stops
becoming about how to feed or nourish yourself or your own
interests. It becomes about how we help millions of people in need
and solve major world problems. You don’t need to wait to use
your business as a vehicle to help people. Right now, and every year,
you can both find ways to be helping people in your community,
city, country or another country and benefit personally and
professionally from the act of engaging in Social Entrepreneurship.
The cool thing is that the younger generations of today have this
concept already woven into their lives. It’s all about community
and it’s all one big planet to them and us. I would say that my
generation was just starting to get this concept, but the generations
underneath us are growing up in the most globally connected
world ever (the internet has certainly played a huge part in that).
That is super cool, and if you want to be recruiting great, young
people into your company, staying at the top of your game and
really experiencing massive fulfillment with all your hard work,
then build in a socially responsible part of your business, career
and life now.
Each one of these six “Most Influential Positions in Business” is a
deep well when it comes to what it is, how to make it work, how
to do it, how to use it, and of course, how to be successful at it.
And so following on from this, I am dedicating the remaining six
chapters of this book to explain each one in far more detail so
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that you can be in a position to start incorporating them into your
business now.
Just before we get there though, let me say that this is how
business is going to get done from this point forward. People
will be using the internet to market their businesses, becoming
powerful sales people, running teleseminars, becoming socially
active and involved in solving world challenges, and using their
personal brand, knowledge and information to build their business.
You could ignore this reality, however this is a very powerful trend
that has already started, is heading upwards rapidly, and it will only
continue to grow.
Learning this will mean understanding the core essentials about
not only how to do business more powerfully, but also how to
be a leader in the world. If you are looking to lead a practice, a
company, an organization or even the world in a new direction,
you need to be connected to these six positions and be adept at
executing on them. The more adept you become in each of these
six positions the more you will have a competitive advantage over
your peers and the greater the impact you will be able to make
with your business.
This includes achieving your goals financially and in other areas
of life that are dependent on you increasing your income. Every
single one of our companies – especially those that are the most
successful – reached the level they are at within a space of a few,
short years. We deftly incorporated each of the six positions in
the businesses in different ways, and this is literally how we went
from our bedrooms to world stages, engaging millions of people
worldwide in just over two years. Reading through the upcoming
chapters will dispel the mystery behind these six positions and
leave you empowered to start acting on each one.
By the way, in regards to the comment about beating your
competition – that has never sat well with me, in regards to the
mindset of abundance and Social Entrepreneurship. So my motto
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in regards to competition is, “beat ‘em – just to say you did – then
help ‘em build something awesome.” That’s how I have always
played it.

Masters of Influence event – (2007) – On stage presenting to 2500 Entrepreneurs

discussing how to put their knowledge into products and services.

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 1: The Industry
Rockstar
“Be !e Industry Ro#star and
leave all !e expe's behind.”
Kane Minkus

T
he Industry Rockstar is someone who is seen as being
at the top of his/her industry. He/she is someone, who
is extremely influential, well-known and has access to
resources, opportunities and connections that other people in the
same industry don’t have. The Industry Rockstar is someone who
is an innovator and a thought-leader in his/her respective industry.
In summary The Industry Rockstar:
• Is positioned as an expert in his/her industry
• Has celebrity-like exposure and branding
• Is seen as an innovator in his/her field
People who are already in the position of being an Industry Rockstar
have an endless supply of the right clients. They get invited to
participate in unique opportunities globally like: traveling the
world for presentations, participating in interesting business deals,
investing in special opportunities and being involved in special
events and gatherings that impact communities. They have the

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power to charge what they want for their time (and get it), they
get to contribute to people at the level they most desire, and they
get to be more focused on the world than on themselves.
Industry Rockstars associate with amazing people doing
extraordinary projects and business in the world. They design their
day how they would love to live – in finer details. This includes
things like where they want to live, when they want to wake up,
and how they spend their valuable time, etc. By being an Industry
Rockstar, you also get to own your time on Earth. Being an Industry
Rockstar means that you get invited into business partnerships,
promotional openings, speaking gigs and other opportunities that
can radically enhance and change you life and the people you care
about most.
This might seem like a long way away for you, if you’re just getting
started. You may be leaving a job or working on your first business
or start up company, or you may have already established a small
to medium size practice as an entrepreneur. You may feel daunted
by the idea of becoming an Industry Rockstar. Your first thought
might be, “How am I ever going to be at the top of my industry
when I already have so much work to do, just to get by?” or “how
could this be me when I’m just getting started?” or “How can I
become an Industry Rockstar when there is so much competition?”
All those concerns are perfectly natural and they are concerns you
must just take along for the ride.
You may have been seduced into thinking you need to become
better at what you do, but that is a definite dead-end. Building
your profile and being perceived by your market as being at the
top is a set of specific actions and ongoing positioning techniques
that we are going to be teaching you in this chapter.

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MYTH: The people making the most money (and having

the most industry impact) are the best at that profession.

There absolutely are people in your profession that are making

way more money than you and having a greater impact than you,
who are not any better (or are even sometimes worse) at what they
do than you are. You could be the best in the world at what you
do, but if you are not positioned and packaged for the marketplace
then you will be the world’s “best-kept secret”. Where most people
feel like it’s a very big distance between where they are and being
an Industry Rockstar, this chapter is going to bust that illusion and
show you that it’s not as far away as you think.
Jeff and I were the founders of a movement that went world wide
called the “Experts” Movement. Starting to teach our formula on
how to be an Industry Rockstar and positioning yourself as an
expert in your industry since 2006 in San Francisco and around the
US, we revealed a secret formula that we have used on all of our
businesses and, to date, have trained over 3,000,000 professionals
worldwide online and offline.
We called this formula – The Industry Rockstar Formula. We
designed it specifically to assist people in identifying where the
gap is between where they are at and their status as the Rockstar
in their Industry.
If you are someone who has not even started a business yet, this
will show you how to get started. If you are someone who has been
in business for a while, but you want to build your status, profile
and earn more money, this will show you how to get packaged
up properly in the marketplace for maximum revenue. If you
are someone that is already successful and you want to massively
expand or take your business from 6 or 7 figures to 8 or 9 figures –
this will show you how to get the exposure and the infrastructure
you need to get there.

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It is a step-by-step process that we personally have followed in

building over two dozen businesses for the last ten years. It breaks
down the mystery of how to successfully create and accelerate
a new or existing business to a continuous six or seven figure
income. This all stems from what you are passionate about in life
and would love to spend your days doing, and shows you how to
make endless money from that through products and services.
I grew up believing that there was no money in music, and through
putting all these pieces together, I proved the “nay-sayers” wrong
and built one of the most thriving music and media companies in
the world. That was the passion I chose at the time to build into a
business. So, it’s time to take yours and build your business, your
profile and your product line into the thriving empire you know
you deserve. Regardless of how silly, quirky or weird you think
your passion might be there is an audience and successful business
waiting for you.

The Industry Rockstar Formula (In Detail)

The Industry Rockstar Formula has 5 phases to it. Although I laid
out the formula briefly before – we are going to break down the
5 Ps here:
1. Perspective
a. Who is your ideal customer/niche?
b. What is your expertise?
c. What problem do you solve and what solution do people
get?
2. Personal Brand (Including the Award Winning “5M”
Formula)
a. The 5 M’s of personal branding: Make up, Message,
Method, Moments, Metaphors

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3. Packaging
a. 6 Revenue Streams of an Industry Rockstar
b. The Ascension Model
4. Positioning
a. Marketing Online & Offline
b. Partnership Strategies
5. Presenting
a. Selling 1:1
b. Selling 1:Many

A FUN room of excited Malaysians in KK, Malaysia. Discussing how to be dynamic on stage.

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The Industry Rockstar Formula: Step 1:

Perspective
The first level is Perspective. In order to master the art of the
Industry Rockstar, perspective is an absolutely essential starting
place. Perspective gives you clarity and clarity gives you immense
power. So many entrepreneurs have so little clarity and perspective
on their business. Most Entrepreneurs start a business because
they want to work for themselves and they have a talent, skill-set
or trade. But they have no idea how to build a business or powerful
brand around their talent.
Most business owners I meet globally are unclear about important
aspects of their business (like who do they serve, what problems
they solve and what results they provide people). That lack of
clarity holds them back from expanding their business to new
levels. I can’t tell you how many people come through our Industry
Rockstar Trainings, and when I talk about getting them clear – they
scoff – thinking that’s so beneath them. Yet as soon as they try to
articulate what they do, the audience is confused and falling asleep
listening to them try to explain it with any degree of clarity.
I also go into large corporations and work with CEOs and Senior
Executives to help them get clear on their message, product
positioning, the copy on their websites, and marketing campaigns.
It’s funny, but everything is always so clear to us in our heads,
but it’s when we turn it into words and look to communicate to
others that it gets so complicated! I am going to help you simplify
all that now so you cannot only be clear to yourself, but clear
to the marketplace. You cannot imagine how much money and
opportunity will start to flow your way when you show up as clear
and articulate to people around you, about your business, products
and services. Clarity is essential everywhere in your business, but
here are the two first places you must be clear to start having the
success you want:

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1. Who is your ideal or perfect client/customer

“The narrower your niche, !e

more money you make.”
The mistake many entrepreneurs make in their business is being
vague about who they work with, casting too big of a net or aiming
at the wrong type of customer/client for them. In fact, many
entrepreneurs have never taken time to define who they work
with currently, let alone who their ideal client is.
Take note: If you work with everyone you work with no one.
When you are truly serving your perfect customer, it feels like play
all day long with your clients and customers. They pay you what
you want and you get more energy from working with them. The
more specific you are on who your ideal client is, the more you
are able to focus on serving those people efficiently. When you
know who your ideal client is, you are able to build your brand
and position yourself to work with those people, enabling other
people to clearly identify those clients – and refer them to you. It
is also a key to you adding the most value possible by doing this.
Some questions you can ask yourself in order to clarify your ideal
client are:
• Are they male or female?
• How old are they?
• Where do they live?
• How much money do they make?
• What are their biggest problems?
• What are their core qualities and characteristics?

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• How do they spend their time?

• Who do you love to work with?
• Who would you want to help?
• Who would you want to spend your life serving all day long?
• Who do you enjoy spending time with in a social setting –
describe what that person is like?
• What are the typical demographics of the person you could
spend all day with and not have it feel like work?

Participant Story

In our Industry Rockstar Intensive Business Bootcamp in London,

England a woman stood up one time to share a concern of hers.
She was a business coach and says “I just moved to this city and
I’m feeling insecure that I don’t know if I really can compete in the
London market.”
I said to her, “Well London is not a market. It is a city. Service
company owners, is a bit more of a market… Male executives of
service businesses that turn over 1-5M Pounds a year is a market.”
She got it immediately and a huge release for her happened. She
realized that she had no market defined – which is why it seemed
like it would be such a huge challenge for her to compete in
“London”.

The Do-It-Yourself and Done-For-You Client

There are two types of clients in the world you can work with, and
many Entrepreneurs miss one or the other market. The two types
of clients are the DIY (Do-It-Yourself) and the DFY (Done-For-
You) clients.

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The DIY clients are those clients who want to be taught how to
perform a task or learn a skill so they can become independent
and literally do it themselves in the future. Essentially you are a
teacher/consultant to these types of customers.
An example of this would be a person who wants to add an
addition to their home like an extra room, a shed, or an office out
in back of their house. And let’s say this person would like to build
it themselves. Well if you are a builder or know anything about
construction, you could put together training materials (either
Videos, manuals, workshops, etc.) to teach them to do this and
make a fortune selling training products to people who want to
build or renovate their homes themselves using your knowledge.
Another example would be websites. Everyone needs a website,
right? Let’s say you are someone who knows how to design
amazing websites, and I am a customer who wanted to design a
website for myself. I would buy information products from you –
videos, templates, tools, and maybe webinars – training me on how
to build my own website, etc. This is called the DIY, or the Do-It-
Yourself Market.
The second type of customer or client is called DFY or Done-For-
You. The Done-For-You client is the type of client who has no
interest in learning the skill or task for themselves, and is interested
in paying to have someone take it off their hands and complete
it. The Done-For-You client has little or no interest in how it has
been completed – they just want it done!
Let’s step back to our home improvement example just a few
paragraphs earlier. If I wanted to have an extra room built onto my
house, and I had no interest at all in building it myself or learning
how to do it, I would just hire someone who knew how to do it –
to build it for me.
This is a great case and point with my business partner, Nick, and I
from our media company (SomaTone Interactive). Nick loved the

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world of construction. When his wife gave birth to their first son,
he was home for several weeks with her. He needed something to
do when everyone was sleeping throughout the day. So, he built a
deck on the back of his house! It was pretty awesome, so I asked
him how he did such an awesome job (because I know very little
about construction), and he showed me a handful of books and
videos he used to learn how to do it step-by-step. For half a second,
I was inspired to do that myself…then I got over it! And when
I wanted to have a deck built off the back of my house, I hired
someone to do it for me. That way I could keep doing what I love
to do, which, at the time, was running my media business.
Start to notice in your world where there are clients that want to
be educated by you (DIY), and where there are clients that you
could just do things for (DFY), because of your knowledge. Here
are a few examples to get your idea juices flowing:
Knowledge/Passion:
Healthy Cooking
Possible DIY Customers
Moms with children between the ages of 0-14 where they
cook a great deal for them

Possible DFY Customers

Busy professionals that want meals prepared for them or
their office personnel
Knowledge/Passion:
Traveling to great places
Possible DIY Customers

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Video series or books on the best places to travel in each city

you have been to – pictures and guides to the best restaurants,
museums, etc.
Possible DFY Customers
A tour guide division of your company that books people’s
travel and arranges the places they go to see and experience
Knowledge/Passion:
Accounting/ Financial Systems
Possible DIY Customers
Small & micro business owners that manage their own
books, business school students, business owners that need
to manage their accountants and need to know how best to
manage them.
Possible DFY Customers
Business owners that do not want to manage their own
internal, accounting records. You could have a division of
your business that actually does the books and taxes for
business owners.
Knowledge/Passion:
Dance or Movement

Possible DIY Customers

Women who want to do yoga at home, and/or have more
dance ability with their partners. Mothers who have babies
who want to keep movement alive in their life, while they
are with their child so much of the day. Athletes that need
to be more graceful in their sport (there was a famous study

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about a football coach that had all his players take ballet and
yoga to become a better team!)
Possible DFY Customers
Anyone, who wants to go to a dance or yoga class where they
will receive instruction from a teacher. Someone who wants
you to choreograph a wedding, or an important dance. Event
companies that need dancers for their events to spice up the
atmosphere.
The possibilities are endless. I have never met a passion that can’t
be turned into a thriving, 6 or 7 figure business. It just comes down
to your willingness to think creatively and follow the formula we
are laying out for you here.
It starts with just getting clear about who you want to work with,
serve or help all day long and laying out the possibilities in these
two different markets (the DIY and the DFY crowd).

How DIY & DFY Work Together

Notice both these types of customers and markets have different

needs (they sometimes also require different marketing messages
and different sales processes), but they can support each other by
the results you create with both of these types of clients. I’ll give
you an example of how this works.
I started consulting and coaching companies on leadership, sales,
and business strategies (DFY). Often the executives or board
wanted me to come in and help them build the businesses and
train their leaders. This was a Done For You client. They hired me
to come in and train their staff in sales, leadership etc., because they
didn’t know how to (or didn’t want to take the time themselves)
and they didn’t want to know how. They just wanted it done so
they could keep doing what they were best at in their lives.

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Separately I started giving public workshops to entrepreneurs on

how to build their businesses and how to be better leaders. These
clients were the people who wanted to achieve what I had done in
my life. They wanted me to mentor, coach and consult them, so
they could go back to their own businesses and do it themselves
(DIY)!
These two types of customers lent credibility and acceleration to
the other. The more I consulted with big businesses (DFY clients),
the more credibility I had with the clients in our workshops (DIY
clients). The more people I trained in our workshops (DIY clients)
the more the big companies (DFY clients) saw me as experienced.
Naturally when I went to sell our first book – the size of the DIY
market allowed us to have huge success with the book and leverage
that Best Selling status back to the DFY market of our private
clients.
This is how you can leverage the two markets against each other
to create faster success. Play in both markets. Have private one-on-
one (DFY) clients, but also do public (DIY) events and work with
both markets.
Just by utilizing this one concept from this book – you could
completely expand your business, (or start a new business) with a
massive market of potential customers.
So first you must decide who your perfect customer is (regardless
of whether they fit into the DFY or DIY category). Start with who
you would love to work with, love to spend time with, and love to
help. Get clearer and clearer and more and more specific.
This is called a niche and is essential for fast growth, effective
marketing and a possible way to have real differentiation from your
competition that provides similar skills in a larger marketplace.
Part of knowing you are choosing the right “perfect customer” is
that you can really experience a great “love” and excitement for
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working with this “type” of person. Why would you want to work
with or serve anybody else?
Stop trying to serve everyone. Focus on the people you would
have the most fun with and love to help. There will be someone
else out there to serve all the other ones. The highest paid people
in the world get paid because of the value that their customers
experience from their products and services. You cannot achieve
that serving people that you don’t have a real love for on a human
level and a passion to help.

The Evolution Of Clarity In Your Business

Will the customers/market that you serve in your business change

over time? Absolutely! Will the message that you share through
your products and services change over time? Absolutely! Even
your products and services themselves will change over time. In fact,
if they don’t, and you neglect to refine them and add new products
and services, you may be missing out on huge opportunities to
serve a greater number of people more effectively, raise your prices
and get paid more for what you do. The bottom line is that you
must start somewhere; you must get clear on the here-and-now,
and evolve from there to create results.

2. What is your expertise?

In order to have you seen as an Industry Rockstar, you must
determine an expertise that you will eventually position in the
market place. Here’s the reality – people want to go to the expert.
If someone you care about were to start having heart troubles, you
would not want to take them to Bob’s Barbeque and Heart Center.
You would want them to go to the #1 Cardiac Specialist in your
city.

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This means you need to also determine what is your “expert

positioning”. What are you an expert at?
This usually starts a whole conversation for people about whether
they are good enough to position themselves as an expert in
something. Let’s put that conversation aside for now – because
I have never met anyone that didn’t have something they were
better at than others. And by the way, – this is the definition of an
Expert – you know more, or produce better results than someone
else.
That definition sometimes offends people or makes them angry, like
I’m belittling people who have spent their whole lives becoming
more educated, more sophisticated or spent decades achieving
recognition. They cannot believe or fathom that someone who has
a year or so of experience could call themselves an Expert.
Well if I might be straight for a minute. The answer to the question:
“Who is the real expert?” is an unanswerable question. At the end
of the day – an expert is someone who knows more than someone
else.
If you can contribute value to people by helping them avoid
mistakes, achieve results faster, or simply add valuable information
to their tool box, that saves them money and time – they will pay
you as an “Expert”.
Expert positioning is a declaration. You declare your expertise –
and you declare that you are an expert, and you let the market that
is right for you emerge. Some people will think you are nuts, and
some people will think you are a genius.
In my opinion, if your intention is set to truly help people, and you
do the best you can with the tools, knowledge and experience you
have (and you know your limits so you can be honest with yourself
and your clients) – then rock and roll.

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So let’s go back to the original question – what kind of expertise

do you have?
• What do you love to talk about?
• What are you heavily studied or researched in?
• What do you love to learn about?
• What seminars, books, CD’s do you have on your shelf?
• Where do your friends ask you for your advice in their life?
• These are all areas in which you can start to look for the
answer to the original question – what kind of expertise do
you have?
If you couple this answer with what you are passionate about, you
have the magic to kick-off your business, expand your business in a
new exciting direction, or restructure your daily business activities
for greater fulfillment.

Re-expertise
You could look at this conversation for someone starting a business,
but as it turns out, most business owners who want a radical
breakthrough or shift in their existing business need to identify a
deeper, more specific expertise that cuts through current market
saturation they are experiencing.
For example – perhaps you are a Business Coach and you, at first,
say your expertise is helping people grow their business.
That’s not specific enough to create new shifts in your business
and differentiate yourself from your competition. Something
more specific would be that you are a specialist in turning around
businesses that are failing. Or maybe your expertise is in analyzing

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Financial Statements and finding the key issues to address with the
business.
You can play around with the level of specificity that you use and
test it out on people. If they get excited – then you have the right
one.
This is, of course geared towards Personal Branding. If you wanted
to position your company’s expertise (or teams expertise), then
you could use the same concept but refer to the company or team.

I Don’t Know if I Have Expertise (Or Expertise That

Anyone Would Pay For)!!

Don’t feel like you have any expertise? Bring in other experts and
be the conduit to the world for other experts. This is how Oprah
made her fortune – interviewing other “Experts” and bringing great
people to the world.

Problem Solver: The answer to “What do you do?”

If you want to have a successful business then you need to solve

people’s problems. If you want to have a REALLY successful
business then you need to solve a lot of people’s problems. All a
business is, is:
1. A Target Market
2. With A Problem
3. You Have A Solution
Naturally you can use a service or a product to solve that problem.
The “Expert’s” business is a type of business where you use your
knowledge and wisdom to solve people’s problems (a low cost,
low investment, high yielding type of business).

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To clearly understand your business and clearly articulate it to
others, you must be able to identify the target market, the problem
that market has and the solution you provide.
There is a very powerful language script we use to network and
articulate what our business does when meeting others:
Typically, my clients are (Target Market),
Who are having the challenge of (Problem of market),
I help them get (X Result).
Fill in the blanks and you have a business.
Example: Typically my clients are Mortgage Brokers, who have
the challenge of finding more clients and I help them identify the
right markets to go into and reach new potential customers for
themselves.
Whip one up for yourself and start using it around town. See how
it goes and adjust until you get people asking you, “How do you
do that?!”
Now you know you have a business that can work.
Which moves us to the next step in the formula: Personal Branding
(Quick note – that script above is really a positioning strategy and
really should belong in the positioning section. However, after
personally guiding hundreds of thousands of participants through
the Industry Rockstar Formula, I have noticed it is helpful to create
it at this stage – to get clearer about what you do. Otherwise the
next levels of the formula are harder to execute.)

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Presenting in Singapore on sales and influence to 6K

Singaporean Entrepreneurs and professionals.

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Industry Rockstar Formula Step 2: Personal

Branding
Personal Branding is one of the most powerful ways to accelerate
yourself, your business and your success.
Due to the amount of personal relationship building we have
gotten accustomed to from the emergence of Social Media,
knowing about people on a deep personal level is common place
now. Your personal brand is a brand built around you as the person,
professional or business owner.
It is imperative that you develop a strong personal brand these
days. If your business is yourself – or you deliver a service yourself
– then your Personal Brand is the business. If you sell a product
or have a professional services company, then you must have a
Personal Brand to quickly accelerate your success.
Executed poorly your Personal Brand can hurt the credibility of
your company. If you do nothing – your competitors will overtake
you if they develop their Personal Brands in the marketplace.
Personal Branding done well is very powerful and one of the best
ways to differentiate yourself from your competition. There is
nothing more unique in the world than you, and why not capitalize
on one of the most powerful (and inexpensive) techniques to
quicken your success.

The 5 Ms to Personal Branding

I have taught the Award Winning 5Ms Branding System around
the planet to business owners of practically every size business, and
every stage. From startup to hundreds of millions, CEOs, business
owners, and executives have learned and applied my 5Ms to their
careers to achieve greater recognition and success.

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Each of the following 5 Ms is part of what makes up a Personal

Brand:
• Makeup
• Message
• Moments
• Method
• Metaphors (Brand Theme)

Makeup

Makeup is all of the external stuff. Your Picture, Full Name, Your
Label, and the “physical” way you show up (your clothes, colours
etc.).
Your “Label” is the one that needs a little explanation. A professional
label is something that you normally reserve for explaining what
you do quickly. For example if someone asks you your profession
or what you do – normally people will answer with, “Coach”, “Real
Estate Agent”, “Teacher”, etc.
We are going to create a label for you that will rebrand you for your
Expert position. Your label is made up of the following formula:
• Territory
• Qualifier (a word describing how people relate to you),
• Results You Produce (or professional label)
Examples:
London’s Premier Property Investment Trainer

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Australia’s #1 Internet Coach

#1 Global Business Coach
Europe’s First Woman Empowerment Expert

Message
Your Message is the overall statement you are making in the world
with your work. It is the summed up piece of advice of your entire
body of work. It should be short (like 4-8 words) and is easily
remembered by someone who is hearing it for the first time.
Your message gets created out of the following structure:
You can Be/Do/Have (X Result)…
Examples:
• You can create a passive income engine
• You can be a successful entrepreneur
• You can have a passionate relationship
Once you establish this – often the final form of a “You Message”
is without the “You”. So the final version of the above examples
would be:
• Create a passive income engine
• Be a successful entrepreneur
• Have a passionate relationship

Moments

The Moments in your life are a major part of your Brand. The
stories you tell about yourself and your customers create a lot of

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the bond that customers have between you and them. Many very
successful marketers have noted how it is always the story of the
product that sells – not the product itself. You will use your life
stories and learn to tell them in an entertaining and profound way
– so that you can extract the lessons you have learned and share
them with your audience.
EVERYONE has stories, and the difference between the entertaining
and profound stories and the ones that are boring is how you tell
them. Story telling is an art to itself, but everyone has stories from
their life that can be vibrant, engaging and full of great lessons.
Human beings have been teaching each other through stories since
the beginning of time. And people love to listen to stories – that’s
how they learn the best.
There is a specific story called a Defining Moment Story – which
is the story of how you got to the place you are now with your
business. This story needs to be crafted and ready to be told
over and over and over again – in the media, in your videos, in
presentations, etc.

Method

Your Method is your formula, blueprint, process and also your

“System”. Each and every person needs to have a formula (can
also be called a blueprint/method/process) designed around his/
her talents, expertise and product/service. The formula is the
way you help customers go from where they are at, to the results
you promise. Your formula is what has been tested and tried and
produces results. Your formula is what people are actually buying
from you when they invest in themselves through your products
and services.
Your “System” might be a bit different in that – it might string
together several formulas to create a “system”. For example we have
the Industry Rockstar Formula (which you are going through right
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now), which helps you understand how to package and position

yourself in the marketplace. But we also have an Industry Rockstar
System – which is a combination of many different programs (each
with their own success formula for that topic).
To get started you just need one formula per service you offer, or
per product. Over time – you will have more to build an entire
“System”.

Metaphors (Brand Theme)

The Metaphors (Brand Theme) and imagery are the visual

associations that you make with your brand. If you use pictures
of animals on your website, or nature – then people will associate
your brand with the imagery you are painting for them. The reason
imagery is so powerful, is that images already contain a lot of
emotional triggers for people. If you use a picture of a sunset over
a beach on your website or in your marketing campaigns, that type
of picture already carries a LOT of emotional response for people.
You get to decide what you are going to have associated with your
brand through visual images. Visuals are very powerful.
A rule of thumb with visuals is pick a theme and stick to it. If
you like the nature theme – don’t suddenly put in a futuristic
set of artwork on your site. Stick with the theme so people can
experience a consistency of experience with your brand.
By the way – another reason why your Personal Brand (online and
offline) is so important. Here’s some research from a gentleman
named William Thorough that discovered that this is what people
are judging about you in the first 30 seconds of interacting with
you or your personal brand.

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What people assume about you in the first 30 seconds:

1. Your economic level

2. Education level
3. Trust worthiness
4. Social position
5. Level of sophistication
6. Economic heritage
7. Your social heritage
8. Your educational heritage
9. Your current success
10. Your moral character
William Thorough

A focused group of Business Owners and starting Entrepreneurs in

KL, Malaysia for an Industry Rockstar Intensive Event.

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Industry Rockstar Formula Step 3: Packaging

The third level of the Industry Rockstar Formula is Packaging. As
I mentioned before packaging relates directly to the products and
services that you offer in your business and how you offer them
for consumption.
There is the packaging of your “ideas or knowledge” into products
and services (called Info products): Whether you want to “Sell
Your Knowledge” or package up your knowledge into products
and services for marketing, lead generation or recruiting, products
need to be built for easy consumption. Info products typically take
on product form as DVD’s, CD’s, online home-studies, eBooks,
books, etc. Services can be things like 1:1 coaching or consulting,
seminars, group coaching, webinars, teleseminars, etc.
Your packaging is essentially the tangible thing that people are
buying from you when they invest in solving their problems
through your solutions. It can be one product, or a bundle of
products… or products and services. It can be your products alone
or a combination of your products and other people’s products/
services. It can be a certain amount of time they get with you.
Outside of an Information business or Expert business, your
package would be your products – like a technology software,
clothing, home-wares, vacuum, computer, etc. Anything tangible
is considered the package.
There is one Product that is particularly important and necessary
to build your credibility. It’s a book.
Now you might have a real desire to write a book and share your
wisdom and information (that’s why I wrote this one). And if so –
write the best book you can. However, if you are not so inclined to
write a book – you need to know that it is relatively important for
expert positioning.

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As it turns out, humans have a relationship to people that write

books on a subject as the “Expert”. Naturally a “Best Selling” book
is really the ultimate goal.
However, expect that your book is primarily written and released
as a way to boost your perceived credibility in your industry. It’s
essentially a very fancy business card, and it is used mostly to get
you profile boosting opportunities: speaking engagements, media
opportunities, and interviews.
In this book I’m not going to go into the process of creating a
book (that could be a book all to itself!), just know that it is a
relatively essential product to create for greater profile building
and to secure important opportunities.
Another important reason to publish a book is to establish your
intellectual property as yours. Once your ideas are published –
they are documented as yours. Since protecting information is
pretty hard these days, a published book is an important step in
boosting your credibility, securing your ideas as yours and creating
important opportunities for lead generation and sales.
You can create multiple streams of income and increase your
profits significantly by packaging up your ideas in products and
services and getting them out to the public. Our Industry Rockstar
Intensive 4 day live event has been teaching people all over the
world how to package up their products and services (especially
in the information space) and distribute them globally. If you just
remembered one thing out of this section it is that people don’t
buy information anymore – they buy systems, formulas, blueprints
and guides. This is why you see so many people developing their
own system of How-To get the job done. You can do the same and
tap into the audience that is ready and waiting for you.

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London 2010, ExCel London Convention & Exhibition Center – 9K

Professionals and Entrepreneurs discussing Personal Branding

Industry Rockstar Formula Step 4: Positioning

The Fourth Level of our Industry Rockstar Formula is Positioning.
Positioning at its simplest form is about how you get yourself in

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the hearts and minds of others. It is the art of getting yourself

in front of people (Partnerships) and then creating an experience
(Marketing) when you are there.
It’s also about who you associate with (often shown through
endorsements and testimonials from other Industry Experts), who
you do JVs (Joint Ventures) with and how often and how well
you position yourself in front of audiences (online and offline).
Positioning yourself at the top of your field will instantly and
drastically increase your income because:

“You are what you declare

you are to !e world”
- Tony Blair

Positioning Is Marketing
All labels and positions are marketing. I mean I know CEOs of
companies that are worth $10 USD and I know CEOs of companies
that are worth billions of dollars. You can call yourself whatever
you want for starters, and then it is the substance behind the labels
that makes the final difference. What this all means for you is, if
you feel like an expert in your area, then start calling yourself one.
If you feel like a Rockstar in an area, then start calling yourself one.
There is no official licensing board of information experts, where
you need to pass an exam to be certified as an information expert!
It’s not just about the label of course – but it does start with you
declaring that you are some position in the industry. This might be
a bit of a mind-bender for you, but you can just start at the top by
declaring it. You can see if your peers agree over time. Someone
will ALWAYS laugh at you, and someone will always call you a
phony or a fraud or whatever. Get used to it. It is usually those
people who are frustrated with their own life. Those people will
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make fun of you until you are rich, and then suddenly you will go
from dumb and weird, to genius. You must declare who you are in
the world, and then stand behind it.
Let’s also be clear here: I’m not saying just declare yourself the
world’s greatest and then never do anything interesting. I’m not
saying label yourself something and never live up to it. I have seen
many so-called “experts” come and go on the internet over the last
few years. They are excited to call themselves the world’s best and
then disappear three months later into oblivion. I am saying if you
want to be the world’s best, start calling yourself the world’s best
and then start acting like it, start creating those results, and start
being and living it.
By the way, I always ask this question to my audiences in our
trainings, “How do you know you are not the world’s best already,
in what you do? How can you be absolutely certain that you are
not the world’s best?” I really was completely against calling myself
the world’s best at anything until I got a chance to travel all over
the world and get a sense of what is really going on in the world.
And then I thought, “You know what?” Many times we devote our
lives to something at which we become extraordinary. But because
we do it every day, and we hold ourselves up to perfection as the
bar, we always think we are nothing that special. It’s like when we
see our children or family grow every day, it seems like nothing
really changes with them. Then someone who hasn’t seen them in
years comes in and says, “My how you’ve grown!” and you think, “I
hadn’t even noticed!”
This is how it works with our own talents. It’s time to start getting
yourself positioned in front of people, positioned in the world and
appreciated for your brilliance and genius, that you might not even
realize you have. My advice is to start calling yourself world class,
and then doing everything, every day to live into that. Some people
struggle to take that advice, and those people will often spend the
rest of their lives waiting for the perfect moment for them to be

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perfect enough to actually hang out their shingle as great and as the
expert. In the mean time, they have been surpassed by people half
as good as they are, using better positioning techniques, making
more money, having a better life and helping more people than
they do. It’s time to take ownership of how great you are, and get
yourself positioned in the world as the genius you are. It’s time to
get the exposure in magazines, TV, radio, online, in front of groups
with one-on-one clients and anywhere that your perfect customer
is paying attention and your message can reach.
Marketing has two primary functions:
1. Get someone’s attention
2. Get them curious about you and/or your product/service
Once you get someone’s attention and they are curious about your
work, you have finished marketing.
Great partnerships and others that already have paved roads for
marketing you is the best way to go for fastest acceleration. When
other people have databases, fan pages, events, or built in exposure
platforms and can help you get your product or service to more
people they become a valuable partner of yours to help you get
more exposure.
There are several different types of partners you can have – and
this is by no means an exhaustive list – but here’s a partial list of
some ideas of where you can find good partners to work with you
and help you:
1. Individuals with good sized databases or robust social media
pages
2. Other Experts & small business owners – they will have a
relationship with their customers and can market to them
effectively

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3. Clubs and Associations – who have members and lists

of people that they can promote to. They will also have
“foot” traffic coming through their buildings that they can
advertise to. Also they are a great place to look for speaking
engagements to get exposure.
4. Charity Partners
5. Media Partners – PR from newspapers, TV, radio, etc. or ad
buying partners that focus on offline and online buying to
promote your products and brand.

Industry Rockstar in Mumbai, India

Industry Rockstar Formula Step 5: Presenting

The last stage of the Industry Rockstar Formula – is Presenting.
(Remember the 5 steps are designed to move through linearly.)
Presenting is a fancy word for selling, because once you have the
exposure (attention) and you have a market’s curiosity then you
immediately step into a sales process.

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Selling takes place in two types of environments: one-on-one (1:1)

and groups (1:Many).
Although, these two environments have some overlap of skill-sets
on influence, primarily they are very different animals and require
different types of skills and abilities.
You could be simply sitting down with a person one-on-one to sell
them a high price coaching package, or you could be in front of a
group of people making an offer/selling a product of yours.
Remember exposure does not equal money. Many people make
this mistake and they get stuck in Step 4 continuing to make more
and more opportunity for themselves, without ever closing any
deals or earning money.
Money gets made when you sell something. And I realize that
“selling” in general has a “bad” reputation, but that’s because most
people spend their time trying to “convince” others to do something
– and that energy feels really yucky.
Consider that “Convincing” and selling are completely different
things. Once we train our participants in a handful of core
distinctions around selling, their resistance falls away and they
become incredible influencers and confident presenters of their
products and services.
There are a few different outcomes of selling even though they
always fit into the 1:1 or 1:Many environment:
1. Close a deal – sell a product or service. This is simply a
meeting with an intention to have the purchase of your
product or service. Final call to action is that someone
commits time and money to your life’s work.
2. Concept/Message – in the media. Whenever you are
speaking in the media, getting interviewed or writing an
article for a publication, you are selling a set of beliefs, ideas

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and concepts. You also must have a call to action to some

free, database collection tool otherwise it is really a wasted
opportunity. Your job is to sell the concept and the message
that you carry to move and inspire people to take action.
The action in this format though is not to for someone to
buy something – it is to buy into something and then “do”
something about that inspired energy.
3. Raising capital – often referred to as pitching for money,
when you are selling your company idea for capital, you
will often be presenting in both a one-on-one and then
eventually a one-on-many environment. Pitching for
capital is a bit of a mixture of the first two – but to me is
its own animal because the intention is to gain a partner in
financing a term project with you.
When you become adept at presenting in these formats and moving
people to action both 1:1 and 1:Many, you become unstoppable in
growing your business.

The 6 Revenue Streams of an Industry Rockstar

Speaking of making money from your knowledge and expertise!
There are six areas where Industry Rockstars are earning their
revenue, when they choose to “sell their knowledge”. These are
also areas that help Business Owners proliferate their message into
the market, and recruit and get new clients – even if their business
is not selling their information.
You can chose to use all six of these Revenue Streams of an Industry
Rockstar at the same time, or focus on one, two or three of them.
Whichever ones you choose, just do them well! However, you will
find that using them all provides you the highest leverage, with
actual multiple streams of income because they all work together
and feed each other’s success. Read on to find out more:

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The 6 Revenue Streams of an Industry Rockstar 1/6:

Keynote Speaker

The Keynote Speaker is someone who gets paid to speak and

either teach, inspire or entertain. He/she can get paid a flat fee
to deliver keynote presentations to audiences, ranging anywhere
between $1-$5000 USD to start, $5-$15,000 USD for established
and experienced Keynote Speakers, and $15-$25,000 USD for
achieved brands, athletes or accomplished CEOs. Then beyond
$25,000 a speech is usually for Celebrity Industry Rockstars
with a strong current brand in the marketplace. These rates are
just to provide a rough estimate for you – naturally they differ
from culture to culture. However, we have noticed that it’s pretty
consistent worldwide, with some small variances.
There is a difference between Public speaking and Profit speaking,
and there is no reason to ever speak again for free. In our course,
Speak To Sell, we teach you how to navigate the business of profit
speaking. If you really dedicate yourself to it, you can become
very effective at presenting on a platform or stage, webinars,
teleseminars or any group environment and get people to take
some sort of action.
Even if you just want to add some revenue to your bottom-line, then
learning and applying the skills on how to deliver a presentation
in a group-selling environment will completely revolutionize your
revenue capabilities. It is not always possible to be selling overtly
on a stage, and for some people the art of selling a product or
service in front of a group of people is not their cup of tea (which
is too bad because it is the highest paid profession in the world).
However, if it is only your interest to use your presentation skills
to get exposure, then you need to learn the art of ‘selling without
selling’, which we also go into in great detail in our 4 ay Rockstar
Trainer program.

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Here’s a quick tip though for you to try out in your next presentation
if you cannot sell. Tell lots of stories about how your clients or
others have worked with you and how they have succeeded. That
will get people engaged in talking to you about working with you
or your company.

The 6 Revenue Streams of an Industry Rockstar 2/6:

Seminar Leader or Trainer

This is one of the fastest-growing opportunities for speakers

and business owners – to be delivering trainings, workshops and
seminars where they charge people to teach them for hours or days
at a time. I love to teach people how to facilitate a transformational
experience (versus just deliver a speech), simply because
delivering information in a workshop is just not that interesting
anymore. People recognize now that information alone will not
change their lives. When you can become a masterful facilitator of
transformation in a room, you can both teach people “how” to do
something and shift the beliefs they need to shift in order for them
to actually take action and get results.
Leading seminars could also be leading events for free for an
opportunity to offer your services or products from the stage or
to get 1:1 client meetings. Building a workshop component to
your business is literally one of the fastest ways to add millions to
your bottom line. I have personally helped hundreds of companies
add some sort of workshop or paid training component to their
business and therefore dramatically increase their revenue.

NOTE: EVENTS ARE ONE OF THE BEST WAYS TO

BUILD YOUR BUSINESS (ANY BUSINESS)

In fact, we once helped a gentleman who was a pretty well known

brand in the Hair Styling industry in the US. He was struggling
to sell a line of hair care products that he had just created, so we
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guided him to develop a whole set of training workshops that not

only gave him an extra $2.5 million USD a year in income, but
also became a massive opportunity to sell products to other stylists
(that took those products into the salons). Through his events he
realized he could also recruit more stylists for his own company.
He not only added a lot more money to his bottom line – but he
also quickly expanded his company by opening new salons with
stylists he met and trained through his events. He was getting paid
to teach what he loved while growing his business! Ultimately his
company grew by $5 Million USD within three years of us working
with him on this and implementing the workshop component into
his initially struggling business.

The 6 Revenue Streams of an Industry Rockstar 3/6:

Consultant

Consulting is essentially getting paid to give someone your advice

or expertise on an area of their life or business. If you have some
specialized knowledge, experience or wisdom (including all the
mistakes you have made) you can get paid to help someone develop
a better system or set of decision making criteria in that domain
of your expertise. Besides consulting being a great way to just earn
money for your gifts and talents, it is also a great way to package up
your expertise and get the exposure you want with clients.
This was one of the ways I expanded our Media business so
quickly. While everyone in our industry wanted to land the big gigs
at Disney, Sony, Warner, etc., the competition was so fierce that I
wanted a different way in. While every one of our competitors was
commoditizing each other and undercutting each other on price
to get the gig, we didn’t want to play that game (the race to the
bottom, as we used to call it). So, I started offering a set of paid
consults to senior leaders at these companies in the departments
we were looking to penetrate. I came in to teach them how to
better work with external vendors, especially media teams. As I
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was consulting with these leaders, I was naturally developing

relationships with them – and of course, I was revealing the process
by which we worked and how they could better work with teams
outside of their company through our process. What do you think
happened? We began getting all the gigs from the companies with
whom I was consulting!
Now the distinction between a consultant and a coach is often
misunderstood. Which is one of the reasons coaching has
become such a commoditized industry. I’m going to give you a
brief distinction between the two, but we will explore coaching
and consulting differences in greater detail in a later chapter. A
consultant is paid for what they know. If you are working with
someone where the value in the relationship is based on what you
know, then you are a consultant. A consultant, to us, is essentially
a fancy word for an educator or teacher. A consultant trains other
people in a set of actions and behaviors to take, in order to have
consistently better results than they are currently having.

The 6 Revenue Streams of an Industry Rockstar 4/6:

Coach

The coach is the exact opposite of a consultant. We are going to

explain the coach in much further depth, later in the book under
the six most influential positions in business, as it is a powerful
modality that is often misunderstood. To start off, for a consultant
their greatest asset is what they know. For a coach, what they know
is a liability. This always gets a wrinkled, confused brow from our
participants when we say this. Let me explain why.
A coach works more with the psychology of the person looking
to get results, not so much with the tactical side of what to do. A
coach is looking more at the “quality” of what is getting done and
how do we increase the quality of the results, the quality of the
person’s life and the overall game the client is playing. Essentially,

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the coach’s job is three things and three things only: 1) To decode
the framework of thinking that their client is stuck inside of (and
share their assessment with the client), 2) To assist their client in
having a short term perspective shift, to be able to move through
resistance and 3) To assist in re-patterning long term behaviors
(remove sabotage patterns) and help allow for new experiences to
be sustainable in their client’s life. This may sound existential, but
the coaching frame is one in which reality really starts to dissolve
and we start to begin thinking in an almost paradoxical sense.
The core belief that we have as coaches, is that the client already
has everything they need to be successful. However, the desired
outcome is actually not OK for them to have and sustain in their
life – otherwise they would already have it.
Again, we will really break this down later, because coaching when
done really well, is one of the most magical professions on the
planet, and we have had the opportunity to have some outrageously
magical coaches in our lives. Ones that we would practically call
mad scientists, geniuses and some of the world’s greatest change
agents.
What is cool is that all of who you are was programmed into you,
and it is possible to reprogram it. If the game you are playing of life
is one where you feel like $100K is a lot of money, then you could
work with a consultant to help you earn $100K a year by looking at
what to do to earn that. Or, you could work with a magical coach
who helps you recode your reality to experience $100K as being
a very small amount of money. Once you recode that reality, your
behaviors will automatically change for you to get the resources
you need to create that now. If you are reading this book, then you
are probably someone who has attended a lot of workshops, read
a lot of self-development books and heard it all around mindset
and coaching. That’s great – because that’s exactly who we train
to become world-class coaches. Those that have heard it all and
want to get better results with their clients and earn what they
are worth. If this is a new conversation to you about Coaching,
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stay tuned as we dive into the wisdom, models and concepts the
mad scientists, gurus and geniuses we studied under imparted to
us. These conversations allowed me to do the deepest and most
profound change work possible with global leaders including on
myself and was one of the reasons for my early successes in my
twenties.

The 6 Revenue Streams of an Industry Rockstar 5/6:

Author

The next domain of an industry Rockstar is an Author. This is

essentially a content-creator or product developer. As I sit and
write this book, I am occupying this domain. But, being a content
designer is more than just writing. It is about creating products and
designing Intellectual Property, or assets from your thinking.
Being an Author is about becoming a content creator of all types
of products. Books, CD’s, DVD’s, eBooks, audio programs manuals,
templates, tools, online programs, etc., also come under this
category of being the Author. When you are creating products, you
are essentially authoring content. As long as you are the creator of
the original, authentic content, that means you are the Author.
Products add to your credibility, and immediately raise your status
(so let’s get you creating some and talking about them!).

NOTE THIS THOUGH: Content for

content’s sake is not interesting.

It’s essential that you create compelling content that actually

changes people’s perspective on the way they think about and
perceive your topic. Not every entrepreneur is best-suited to write
a book. It is important to focus on the products that will have the
most impact for your audience and your business, and that you are
most capable of creating.

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Practically speaking, Industry Rockstar (and myself as the Personal

Brand in front of it) became one of the biggest brands in the world
in training, coaching and public speaking before I even thought
to work on a book. A book, to me, is essentially a fancy, business
card, or a “business card on steroids” as I heard it put once. We train
our participants to think bigger picture than a book and become
a content creator. Whether that is writing your seminars, creating
eBooks, scripts for videos, sales scripts for yourself, copy that you
are writing for your marketing campaigns, etc., you need to start
thinking like a creator of content in all forms.
NOTE: I am not saying anything bad about writing books. Naturally
– you are reading one I wrote! However, I have had endless
participants come through our trainings with some ridiculous
belief that they are going to write a book and get rich. It is not
likely to happen. We know dozens of best-selling authors – some
of which have ENORMOUS, large selling titles globally. They still
make more money in almost every other area of their business
than their book. Their book was primarily for more exposure,
credibility and because they were inspired to write it.
This is the same way I used to guide artists in the record industry.
Few artists made much money off their records. And if you compare
it to the money they made off of live performances, endorsements,
merchandising, sponsorship, licensing, speaking, TV appearances,
etc. – their income from records was practically, financially nothing,
compared to the rest of their revenue streams. It is essentially like
this with books. Many books become a negative revenue product
– meaning everything done and said, books often net the author a
bigger loss than a profit. Not always of course – but I see it many
times like this for authors.
In our Industry Rockstar Intensive we talk about how to use your
book for the maximum return on the investment that you have
put into it. For now, when you think of being an Author, start to
think of yourself as a full-on content creator that has hundreds of

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products in you to author: online training programs, board games,

workshops, iPhone applications, home-study courses, etc. A book
will just be one part of that list.

The 6 Revenue Streams of an Industry Rockstar 6/6:

Internet Marketer

Internet marketing is hands-down the best way to acquire more

customers, create deeper and more wide-spread relationships and
distribute your message, wisdom and advice to help people. Internet
marketing is constantly changing, but the core elements of a good
internet marketer is one who understands how to use the internet
to drive traffic (potential customers), convert the traffic into action-
oriented prospects, and then turn those prospects into customers.
The power of the internet is just beginning to be understood by
global business people, even though at the point of this book’s
release, it is already well-developed.
There is this unfortunate fascination with fast money on the internet,
because of the sheer size and access that everyone has to millions
of people. Let’s just say this. Having worked with some of the
top internet marketers in the world, having owned many internet
companies, and having owned companies with some of the top
names in the world in internet marketing, it is absolutely possible to
make a lot of money online.
I have made millions at it for years. And if you think you are just going
to pick it up and strike gold over night, you are living in a fantasy.
Even for top internet marketers in the world, it takes focused time,
specific knowledge, calculated testing and lots of hard work (but fun
work!) to get it right. I pity those that get sucked into the vortex of
the dream of getting an ATM machine suddenly spewing money out
of their computer by chance.
I’ll tell you that I had grand visions at first of hanging a website,
doing a few tricks and having cash fly into our accounts passively.
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Because this is how I heard so many successful internet gurus talk

about it. This was so far from the truth it was ridiculous. I think I
lost about $300K on my first few internet businesses doing so many
things wrong, I could write a whole book about it… (maybe I will
someday!) So the success has, again, come from the mistakes, and I
am going to attempt to save you from all those mistakes and shave
years off your learning curve here. However, being successful on the
internet will take real understanding, patience and dedication. Like
anything you have became good at.

Sydney Australia, Private VIP event on Sales & Negotiation (2009)

Exposure Does Not Equal Money

Internet Marketing is exactly that: it is marketing products and
services through the internet. Jeff and I have worked with many
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companies, and individuals (several that you would know by brand

name), that had massive exposure, but skipped right over the
clarity and packaging part of the Industry Rockstar Formula. This
left them getting amazing results with exposure, and driving traffic
to their websites and pages, but having almost no money coming
out of it.
You can learn to harness the power of the web, but it is going to
take diving into some specific skill-sets. For those of you who’s eyes
roll into the back of your head when you think about spending
hours upon hours learning how things work, like splash/landing
pages, opt ins, databases, drip systems, social media, copy, ad
buying, email swaps, shopping carts, web design, and the hundreds
of other components that go into successful internet marketing, I
have some good news for you… There are others who eat this stuff
up and love it. And they are the ones that should become your
partners or contractors.
It is essential to understand some of the core basics (like what you
need and what each piece of technology does), but devoting your
life to becoming an awesome Internet Marketer, when you really
don’t care about that – seems ridiculous to us. Considering I have
personally trained hundreds of thousands of people in person, in
business and personal development trainings, it has become clear
that you are not alone if you would prefer to have others manage
the internet marketing component for you.

How Can I Make It Work For Me?

You can make some good headway yourself getting to know about
these things and actually getting them present in your business.
I mean, look – if you don’t use the major places that people are
doing business and getting exposure these days – like Linked in,
Facebook, YouTube, Twitter, and more, then it is time for you to
logon, get an account and start to get a sense of what is going on

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out there in the web world. However, if you have grand visions of
making millions online, it will take dedication and relationships.
When we teach our students internet marketing techniques through
our Internet Rockstar trainings, we present the expectation for
results very realistically and ask them to take it one step at a time.
It is like learning a new instrument. Well actually, it’s like I were to
take you into one of my recording studios around the world and
show you the room with all the equipment and say, “You too can
make millions in the record industry. You just need to first learn
how all this gear works… Actually, first you need to learn how
each piece of technology works individually, and then you need to
experiment with what happens when you put them all together.”
I chuckle at internet marketing people who talk about how simple
it is for anyone to make tons of money online. Look, that’s total
BS. But again, you can have some real impact learning a couple of
things that can help you advance your business.
Want to create more leads online for your business? Cool. Just learn
how to properly buy a URL, design an effective landing page, hang
it online, optimize it, get yourself a simple database management
system, hook it up to your landing page, shoot a video (we won’t
even start to talk about what it takes to shoot an effective video),
write an eBook (or design a free product), learn how to do a little
ad buying, optimize your ads so they convert, write a set of auto-
responders, make sure your content management system delivers
the eBook, then have a good call to action in the copy of the email
that carries the eBook… and then make sure you have some way of
getting those that want to talk more about your product or service
to contact you. Now, that’s a basic scenario. See what I mean?
So, here’s the deal – because I’m not trying to scare you off from
Internet Marketing – after all it is one of the major ways Industry
Rockstars are doing business these days. You need to think of this
domain as a longer-term investment and revenue source.

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How we train our clients is to get them to start consulting and

coaching to generate fast cash – because this is the fastest place
to cash when either starting a new business, or accelerating your
business. Then set-up and deliver a few of your own workshops
and start getting some revenue going from your workshops,
speaking engagements and trainings – the second fastest place for
cash. Next, use some of that money coming in from those areas
to reinvest in outsourced internet marketing solutions (these are
external contractors that you can rely on – who are experts in
internet marketing components).
Now, if you really, personally love the internet marketing world,
then you can invest your own time in building the internet
marketing components of your business. In my opinion, if you are
looking to earn lots of money right away, this will not be the best
place to start, unless you are coming in with expertise, capital or a
real love of this domain. I hope I have sufficiently convinced you
to outsource your internet needs – and focus on what you love to
do – which is to connect with people and educate, train, create or
sell your products and services. Having said all of this, we are going
to break down what you need to know about making money on
the internet, in a later chapter, so you can effectively manage the
people you need to bring on to help you make millions online.

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Perth Australia, Private Event on Digital Marketing Strategies – Industry Rockstar Intensive

How The 6 Revenue Streams Of An Industry

Rockstar Work Together: The Rejuvenation Cycle
When all six of these Revenue Streams are done simultaneously,
they work well as true multiple streams of leveraged income. We
call it the “Rejuvenation Cycle”, because activity in each revenue
stream rejuvenates the other.
Imagine this scenario: You are getting paid to speak publicly at
an event. While you present, you sell your services and products
in front of hundreds of people by moving people to make new
decisions and take new actions to invest in themselves; when you
are speaking, you are being filmed by a professional video team
(that you hired) to create a product for yourself online. After
the event is over, you hand the video content over to an editor
who splices up your speaking engagement into a whole series
of videos. From these videos, you create an online evergreen
membership fee on your website – let’s just say $97 a month for
six months. This means that while you were on stage speaking,
you simultaneously created a line of video products that you now
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sell online to a database. You can also take the video footage from
your events, strip the audio files from the video content, turn them
into transcriptions and send the content to an editor to have them
produce a published book for you.
While you are presenting, someone in the audience asks you if they
can consult with you privately; now you have a new consulting
client. Then a charity comes to you and asks you if you would be
willing to help them raise money for a project they are doing in
South Africa. Because you actively engage groups of people online
and offline you can literally raise tens of thousands of dollars
overnight because of your influence and reach. You take the
initiative or cause that you are supporting, and the press becomes
aware of it. The press then distributes your name as someone who
is making a contribution, which gives you more exposure, which
drives more traffic to your website, which brings more people to
your events. People then come up to you at your next speaking event
and present you with a new business idea, (as presenting in front
of rooms gives you access to a whole range of new opportunities).
By this stage, you are literally inundated with people wanting to
attend your events, purchase your products, consume your content,
and invest their finances to come and learn and receive value from
you. The cycle keeps going on and on as your success and income
gets bigger and bigger, and you become more and more influential
in business. The point of the Industry Rockstar model is to leverage
– this is how you make the most money!

The Ascension Model: Increasing The Value Of

every Customer
A specific part of packaging that we really want you to understand
and implement now into your business is a concept called the
Ascension Model. One of the main reasons that business owners
are not making the money they want, is because they don’t know
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the most important numbers they need to know in their business:

Customer Acquisition Cost & Life Time Value of a Customer.
There are undoubtedly other expenses and revenue figures that
are important to know to run your business; however by paying
particular attention to these two numbers, you can radically
transform your business.
This section is going to be a little ahead of you if you are just
getting started on your first business, but it’s important for you to
know the road ahead so you can plan out your business well. If you
have already been in business for a while, or are highly successful
in business, you should love this section to help you expand even
further.
The first critical number to know about is Customer Acquisition
Cost – which is essentially the cost of acquiring your customers. This
is really important to know because it drives all of your decision-
making around how much money to spend on each customer that
comes through your door. Time invested and all the hours spent
talking on the phone all add up to a dollar value. Whatever it costs
you via your marketing (online and offline) to get a customer to
buy is what Customer Acquisition Cost is all about.
The second most important number to know is the Lifetime
Value of Your Customer. This represents the entire value of each
customer that comes through your business. Over the lifetime of
the client buying from you – there is an average value that your
customers spend with you. This is a critical number to understand
as well.
These two numbers (Customer Acquisition Cost & Lifetime
Value) are essential to know because if you know how much it
costs to get a customer and how much each customer is worth
to you, then you can design your business to properly serve this
financial equation.

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It’s easy to track a lead coming from the internet when you can
know exactly how much you invested (cost-per-click) or how
much it costs to send out of a database (i.e. if you do a paid direct
mailer to a database), but in the service industry almost no one I
have ever worked with ever tracks these two numbers.
The cost of acquiring a customer in a service industry can be
really high (especially, if your primary marketing is offline – like
networking and speaking engagements). That means that your one-
on-one client work must be expensive in order to counter-balance
the cost of you acquiring a new client. No one seems to talk about
the cost to you for networking, sales meetings with perspective
clients that don’t close, multiple meetings, calls or emails with
possible clients, gas driving to and from meetings, time creating
proposals, signing contracts, etc. This is all a very intangible cost to
most service providers, and yet it is a potentially HUGE cost that
no one ever talks about, let alone tracks.
In a service model the following is a Meeting routine that I stick
to, to keep my CAQ (Customer Acquisition Cost) low. It’s called
a Three Meeting Close and it goes like this. Three Meeting Close:
1. Meet the client: somehow I would be introduced to or
happen to meet a client at a gathering, networking meeting
or speaking engagement.
2. Sales Meeting/Strategy Session (done on the phone or
Skype only – not in person): we would agree to one
(1) 30 minute phone call to see if we were a match to
work together. During this call we are in a sales format,
discovering whether we are the right match to work
together with this person. Either we would close the client
into our one-on-one (or group coaching services), or we
would go to step 3…
3. Final meeting: Sometimes clients for high priced services
need to meet in person to make a decision. We would either

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do one more call/Skype meeting for about 30 minutes, or

meet in person where we tell them that the expectation is
that we will move forward working together.
That’s it! If the client has not made a decision in those meetings, I
would move on to the next prospect. This book is not about sales
per se, but this is really important if you are providing services to
keep the meetings and decision making process to a minimum. I
have found that any projects or deals that go much past this Three
Meeting Close have a very low actual probability of working out.
One thing that I learned from some of my most successful mentors
is that they did NOT spend a lot of time courting clients. They
met with them one time on the phone, got clear with them about
whether it was a match or not and then said, “Let’s do business!”
only if it was. Although, I initially thought I didn’t have the clout
or brand to do that, as soon as I adopted this model, I lowered
my own cost and time courting a client significantly. There is the
occasional potential client that I go past three meetings on, but
I am always conscious of the fact that once I go past this three
meeting structure, it’s heading into wasting my time and raising
the customer acquisition cost massively. Use this model when
courting one-on-one clients and notice the more you keep to this,
the easier it becomes to close clients.
NOTE: If you are used to chasing clients for weeks or months and
feel weird about using this shortened model – just do a “Split test”
where you use this on 10 clients, and then where you do your
version on 10 clients, and track which ones become paying clients,
and how long it takes.

Ok, tell me about the Ascension Model!

So, we just gave you a quick and poignant way to greatly reduce
your customer Acquisition cost for high priced services. So let’s
look at how to increase your Lifetime Value of Your Customer.
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Essentially, Industry Rockstar’s charge Rockstar rates. However, as

we discussed earlier “raising your rates” is not the hard part. If you
want to raise your rates, just raise your rates. The real challenge
is in changing how you are positioned in the marketplace so that
people perceive the value in the rate that you are charging, and
secondly, in having the network of clients/customers that can
actually pay the rates.
Most companies and individuals miss this key concept which is
called An Ascension Model.This model is the pathway that customers
go through from the beginning to the end of your business. And
yes, in a perfect world there would be no end, however customers
do want to at least have the experience of a possible beginning and
end to working with you. In fact, if you show customers a linear
way to work with you – you will have them often commit and stay
through until the process is complete.
Customers will maintain their relationship with you if you continue
to add value; however they also want to have a pathway, especially
when they like to follow a process. Some people are predisposed to
love to follow processes. Normally this pathway starts with lower
time and financial commitment and ends with very high time and
high financial commitment. It feels good to enter into a company
and move through the company at different levels and through
stages, to more and more expensive services and products that
become more personal the more you spend. Naturally each greater
investment must help the customer become more successful in
the area they came to you in (or it could expand them out into
other areas as well). But essentially they are investing more time
and money, because the higher levels of products and services are
better solving their problems.
The Ascension Model is a pathway of your products and services
where a customer can enter at a low commitment of time and
money (for example, a $7 eBook) and ascend upwards to a high
level of commitment of time and money (for example, $100,000

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or more in private coaching). Essentially, the higher the customer

goes through the process, the more time they get with you at the
top of the business – and essentially the more results they should
get themselves.
I mean it would be a little weird if everyone could buy a $7
eBook on how to build a business and become a multimillionaire,
wouldn’t it? So, we all know that the most valuable time is to get
to be one-on-one with the genius of the work we love and follow.
And we all know that we will get the best results the more time
we get to spend with the Rockstar directly on our problems in
our business or life. I don’t care what kind of company you own –
when someone buys a $3 or $4 product from you, they are going
to be a different type of customer (and get different results) than
when they invest $100K dollars with you.
I remember when our media company was buying a few thousand
dollars of music equipment from a local music equipment store per
year. We basically got the same service as every other regular who
walked in off the street. However, as soon as we started spending
half a million dollars a year on new gear at this local store, I started
getting calls from the founder and owner to see how he could
better help us with our shopping needs. They still didn’t get the
idea of an Ascension Model (as we will describe it in a moment
here), but it does illustrate the point that when you start spending
a lot of money with a company, the leaders of the company should
be taking note specifically. (Naturally every customer is important
and should be treated as important.)

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Showing how to ascend your customers from products to 1:1 services in Penang, Malaysia

The Ascension Model starts with products, which (especially in

the Information Business or Expert’s Business) are normally priced
anywhere between free and up to roughly $2,000.
The next level up on the Ascension Model is group experiences.
Group Experiences are essentially seminars and workshops,
teleseminars, webinars, and group coaching.
The top of the Ascension Model is your one-on-one time.
Most people think they want a large number of customers for
their business. However, you don’t. What you ideally want is as
many as possible at the bottom level of your business (buying your
products), and fewer and fewer as you head towards the top.
I only take on 10 clients a year personally (although, Industry
Rockstar has a global consulting company called IR Private
Coaching that can scale to accommodate for market need). And,
although that was what I set as a limit, actually I usually end up
being too busy to take on more than five or six a year. That’s why

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my rates are as high as they are, and you should be the same. If
you are working with someone one-on-one, they should be getting
incredible results purely because of the personalized attention.
This is also because that one-on-one time is taking away from time
that you could be leveraged into teaching and speaking to groups,
building more products and running your team at your company.
Your rates are part of what pre-qualify your perfect customer with
you: someone who is willing to pay a large sum of money to work
with you is someone who is willing to demonstrate a high level of
commitment in learning from you and willing to actually do what
it takes (face whatever fears it takes) to really have change in their
life in that area. Your high rates are also a part of what causes the
client to really have the results they have (it lights a fire under
them!).
There are people all over the world who will pay you that money
because they are really committed to learning specific content from
you. Not everyone is the right client for you personally, and this is
the point of having very few people at the top of your Ascension
Model, as you get to charge higher rates and make yourself more
exclusive in your field.

Releasing Your Inner Rockstar

As I mentioned earlier, it takes about twelve months for you
to make an extra six figures or six figures in your new business
doing what you love as an Industry Rockstar. In two to three years
(starting from scratch), you can make seven figures. By following
all of the necessary steps, you will be able to achieve this. To be
real about this, your level of success in positioning yourself as an
Industry Rockstar will depend on many factors – such as how
many seminars you run, how many speaking gigs you do, how
many products you successfully create and sell, and overall how
dedicated you are to the process.

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You can easily work quicker and make more money, and in fact
most of our clients do. It does depend on how much momentum
and resources you are starting with, but really comes down to how
committed you are to having what you want. Committed actions
make everything happen.

CASE STUDY:

I worked with a woman one time that was working a dead end job
in the military. She enjoyed the service, but she was miserable with
the job. She came to our Industry Rockstar Intensive event feeling
disillusioned with life and work. We helped her get clear about
what she could do to help other people and what she would really
enjoy turning into her very first business from her knowledge and
wisdom.
She decided that she knew enough about sales to really help other
people who needed to advance their sales skills (like independent
contractors, coaches, consultants and small business owners). We
helped her get clear about who she wanted to serve, what her
message was, how to package up her products and services (she
started with one-on-one consulting, but quickly created group
coaching programs, teleseminars and some training videos and
eBooks on the topic of sales).
She created a brand for herself (The Princess of Sales) and put a
date in her calendar and started filling her first workshop through
calling people and a bit of Facebook ad buying. Using the Ascension
Model, she packaged and positioned herself at the top in her
industry – even though this was her very first business right out of
work… and she was only 24 years old. Results? She did $200K in
the first six months of working with us. She was so overwhelmed
by the possibility of what her life could offer that she came back to
one of our seminars to share with the other participants and broke
down crying about how her life had changed. Her clients were

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getting awesome results as well – because she was willing to take

all the actions we asked of her.
Even if you have never started a business before, now is the time
to get out of your job – the place you are building someone else’s
legacy, and start building your own. It’s time to change the future
of your own family and generations of your family to come.

Hard Work Is Part Of The Equation

This is about as “get rich quick” of a model as we could find for
business that is teachable, repeatable, sustainable and legal! Let’s
be honest though. You are going to have to work. The path to
success involves fun work, and every successful person has earned
their right to be successful. The difference with this path, is that
you love what you do, decide when you do what you do, and decide
when you want to ramp up your business for more success or tone
it down for time off.
We have several close friends and colleagues who are Industry
Rockstars including some you would know like Frank Kern, one
of the most highly paid direct response copywriters in the world,
Dr. John Demartini, human behavioral specialist, prolific speaker
and international best-selling author, Keith Cunningham, Serial
Entrepreneur and one of the Lead Instructors for Tony Robbins’
Course called Wealth Mastery, Roger Hamilton, business coach
serial entrepreneur and founder of Wealth Dynamics. They all
enjoy their craft and work either for the love of working or for
making a contribution to the world. We have all put in our time,
had mentors and made mistakes. You will too, and then you too
will be able to call the shots on your own life. It’s all about being
willing to take action, change things and take the emotional risks
that it takes.

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MYTH: Successful Entrepreneurs are lucky.

I’ll tell you that one of the biggest myths that I wish I could erase
from the Earth is that successful Entrepreneurs are lucky. I hear
this more often than I can count. It’s just plain silly. Although,
every Entrepreneur will point to the Universe helping them out,
and putting some lucky plays in their cards, every successful
Entrepreneur works hard to create those opportunities and
relationships that it takes.
Mentors, opportunities and relationships are all it ever comes
down to. You have a lot of control over your life – more than
you are probably willing to admit at the moment. In the areas of
your life that you are not achieving what you want, it’s time to
be accountable for those too. If you are ready to leave your job,
take your business to that global level you should be at, create the
impact you know you can, free up more of your time by earning
more money for less time, or simply contribute to more people
globally with your talents, resources and abilities – now is the time.
By being an Industry Rockstar, you will get to give yourself, your
children and other people around you more opportunities to have
the life they would love. You will get to take care of yourself, your
family and the people that you love in a higher capacity and on a
higher level than ever before. Now is the time for you to make it
happen.

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 2: The Seminar
Leader & Speaker
“Success is a science; if you have
!e condi&ons, you get !e result.”
Oscar Wilde

I
am now among the top presenters in profit-speaking in the
world. I earn more money public speaking than pretty much
anyone on the planet other than a handful of our mentors. I
tell you that to impress upon you that you can create a massive
amount of wealth if you take this particular art seriously. Believe
me; I had no idea it would be like this when I started – as I was about
as far from understanding how to make money in this business
when I started as anyone. I basically got here by being willing to
make so many mistakes. I have made more mistakes public and
profit speaking in the last five years than most people are willing
to make in their whole life! These days Industry Rockstar trainers
teach the formats, formulas and presentation techniques I use and
create for myself to effectively present in any situation. Rockstar
Trainer – our 4 day training on how to be effective in front of a
group of people (no matter how big or small), came from endless
stupid things I did and cataloged them as “do not do again!” And
the handful of things I got right, sequences of presentation order,
content and language patterns I tested over and over again until

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they reliably worked to move mass audiences to take action and

learn powerfully together. Online and offline.
Remember public speaking is both live and, these days, on videos,
teleseminars, webinars and online formats (like Skype, etc.)
We are proud to transparently share with you about how you can
get to the level of success you are looking for in this domain much
faster than I did and with less effort! Apart from the money (which
honestly really doesn’t drive me), I have gotten a chance to meet
and spend time with a whole host of amazing characters around
the world that are brilliant and inspiring men and women (this was
the real driver).
I have shared stages, time, meals, engaging conversations and in
some cases done business deals with people like Sir Richard Branson
(Founder of the Virgin Group), Tony Blair (Former Prime Minister
of England), Bill Clinton (Former US President), Tony Robbins,
Tim Ferriss (Best Selling Author of The Four Hour Work Week &
The Four Hour Body), Dr. John Demartini (Star of the Movie The
Secret), Les Brown (Rated one of the world’s top motivational
speakers), Frank Kern (The highest paid direct response copywriter
on the planet), Christine Comaford (Serial Entrepreneur and VC),
Harry Dent (Famous Economist), John Grey (Best-Selling Author
of Men Are From Mars, Women are From Venus), Keith Cunningham
(The Rich Dad from the Rich Dad, Poor Dad series), Robert & Kim
Kiyosaki (Best Selling Author of the Rich Dad, Poor Dad series), T
Harv Eker (Best Selling Author of The Secrets Of The Millionaire
Mind), and it goes on and on.
When you are in the public speaking world or business, you will
get to meet, and start doing business, with many amazing people.
Although, many of these aforementioned people are in my industry
(the training and coaching industry), as you present and speak more
and more, you will get a chance to hob-nob, network, spend time
and do business with the people you admire most in your industry.
I personally speak around 200+ days a year (and have been for the
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last several years) and – to this date – Industry Rockstar Trainers

have personally led over 1,200 multi-day trainings, in 12 different
countries globally. I have now personally trained over 300,000
participants and entrepreneurs in our live trainings, and our
message has reached more than 3 Million people and professionals
worldwide, through our online and offline products and videos. This
has all been possible because I was willing to publicly speak, make
videos (which is the same thing!), and record audio programs. All
things you will do as you take on this world of public presenting
and speaking.
I do travel nonstop – and you might or might not want to travel for
your work like I do. Everyone who comes through our trainings is
committed to changing the world. However, some people prefer
not to travel because of their families or because of their need to
have the comfort of being at home present in their life. That’s not
a problem and something that the internet has solved for all of us.
You can post a video on your YouTube channel or Facebook page
and have people all over the world learn from you without ever
having to leave the comfort of your home. I just happen to prefer
the in-person relationship more and love to travel, so I do it. I want
to be really clear though – you do NOT have to work or travel like
me to create extraordinary results in public and profit speaking.
The choice is up to you and when you are in this business, you can
choose how much or how little you want to travel.
If you have even had the slightest thought about how public
speaking is not for you, as you read this book, then I hope you
will toss that thought away right now. The mere reality is that
as video has become the number one medium for marketing and
Personal Branding is becoming the way people do business (using
themselves as the brand that accelerates their business) there is no
way around how important it is to have the skills of a great public
speaker. And those skills are 100% learnable no matter where you
are starting from in your comfort and skill level. You can ignore this
area all you want, but you are going to see a younger generation
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who is naturally comfortable with being authentic, exposed and

engaged in videos and public presentations all around you, taking
their businesses to huge heights.
It’s time to take public speaking on, head on, and become adept at
it – or at least comfortable with it. Even if you don’t want to make
it a major part of your business (which I think is a huge mistake if
you were to say that), you must be able to present well to groups
of people, or you will sorely hinder the growth of your business.
I happen to think this is awesome because public speaking forces
you to grow immensely as a leader and a person. I believe that the
next generation of business consciousness will literally push the
evolution of people to a new level of personal development. This
is because everyone must become a more multidimensional leader
than earlier generations, just based upon how we do business
together.
If this conversation is starting to make you sweat, because public
speaking is either scary for you or sounds like an entirely new realm
for you, then it might help you to know that I was terrible at it
when I started. Really, I was not an experienced public speaker at
all. In fact, part of my opening sequence to my presentations was
to apologize for how bad a public speaker I was! I was really just an
Entrepreneur, CEO and Executive Leadership Coaches, that felt
compelled to share my knowledge with others that wanted it. Let
me tell you how bad I was when I started: I could regularly put my
audiences to sleep and fill them up so much with content that they
would be stunned and exhausted. It even pains me to think back
that far… but here’s the deal: I survived, and so will you. You have
one thing I didn’t – someone that put all this training information
together for you: a proven system that works if you just follow it.
I would have done anything to get my hands on this information
when I started leading trainings, but there was nothing like this
available. I had to go out and put in the hard yards – the thousands
of hours, make the mistakes, invest the hundreds of thousands of

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dollars in mentors and trainers – so I could piece all this together

for you and save you the time and money, so you can get it right
(closer to) the first time. That’s what this is all about isn’t it?
You will be saving people time with your knowledge, experience,
mistakes and wisdom. This is why people will pay you, because
you will help them avoid making the same mistakes you made!
As a quick reminder, this “public speaking” in business is not
just about speaking in front of people. We are talking about
teleseminars, webinars, videos and more – it is any time that you
get an opportunity to get leveraged in front of a group of people
by sharing your message. The value of knowing how to sell from
a stage or to a group of people is about being able to really create
the change you want for people over longer periods of time. People
that want to really learn your expertise must spend time with you
to have massive and sustainable change. If you spent an entire year
with someone, you could greatly change their world much more
than if you only spent an hour or two with them. This is why
learning to sell in group formats is so powerful, because people get
committed and take action to invest in themselves through your
coaching, training, seminars or products.
Short presentations (2 hours or less) are dedicated to getting
people inspired to spend more time with you, buy your product or
immerse themselves into your mentorship. When you have a short
time to be in front of someone – you need to be answering these
three questions that the audience is asking themselves:
Trust: Can I trust this person?
System: Does this person have a system that works for other
people/anyone?
Me: Will this person’s system work for me?
When someone in your audience can answer yes to all three of
those questions, he/she will take action right away.

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A typical reaction when Participants realize the power in the

Industry Rockstar Formula for their own success

The Seminar Leader vs. Speaker

The difference between a Seminar Leader and Speaker is that in
speaking you are performing keynote presentations or presenting.
This is where you get paid to show up and deliver your wisdom,
advice or message in an engaging and entertaining way to your
audience. By doing this, there is a general acknowledgement that
the “content” you are delivering is important. You are paid a flat
fee to present for anywhere between 1-2 hours. This is still a type
of Profit speaking.
You can get paid starting right now by giving a presentation to
any group you know that exists that needs a speaker for their
next function –these opportunities are literally EVERYWHERE.
Mostly, people just don’t take advantage of them. Do yourself a
favor and start asking to be the keynote for someone or some group
right away! What you can deliver in that 1-2 hour presentation is
either content that you are teaching about (if you want to leave
them with the ability to do something), or you can tell your story
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of your life and offer lessons you learned along the road relating
to where your audience is heading. There is a whole science to
speaking for profit, and this is part of what we teach in our four
day Rockstar Trainer training, but I just want you to feel at ease
about what you might be required to do.
Keynoting is different from leading seminars or selling from the
stage (referred to as Platform Selling). Seminar leaders are running
workshops anywhere from three hours to multi-day workshops
where you train people with the intention of integration of a
subject area. In these workshops you obviously have content in
which you want to deliver and train your participants, but when
facilitating a really powerful workshop you must be willing to
throw your pre-planned content out the window in service of
people actually getting the content into their brains.
A workshop should be all about actually getting the participants to
successfully use the system you are teaching. This will require you
to teach your system, but you must also make sure participants are
psychologically ready to handle the changes that are necessary in
their life. A seminar or workshop without a Personal Development
edge will often fall flat and be a boring technical training experience.
I’m not suggesting everyone try to become Tony Robbins, but I am
suggesting you need to consider that your workshops need to run
deeper than just teaching people new tactics. Examples of ways to
go “deeper” in your workshops are:
• Facilitating exercises where participants engage your new
concepts and get a chance to bump up against their own
limitations
• Give challenging meal break assignments to be in the “real
world” using these new skills and bump up their own
limitations for real results
• Have open discussions in the room that facilitate people
sharing their concern, fears or issues with these new concepts

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• Perform live interventions if you are skilled at coaching

• Work with visualizations or guided closed eye imagery for
better integration
There are countless ways to facilitate an experience, but here’s
the bottom line: people don’t want knowledge alone anymore,
at seminars and workshops, they really want an interactive and
enlightening experience around the topic.
People want real results today, and when they invest in your
workshop, they will only get these real results if you are willing
and able to transition back and forth between tools and techniques
and the human issues around successfully implementing those
techniques.
For example, I facilitate Sales trainings for companies all the time
(this is a pretty conservative environment). One of the reasons
I get great results with the teams is because I spend time on
teaching a world-class sales system, but I also spend a majority of
the time, discussing issues the participants have been unwilling
to express to each other and themselves. This could be concerns,
fears, frustrations, etc.
Yes, this is personal development conversation (touchy, feely stuff)
– but there must be a component of your workshops and trainings
that addresses this and creates a space for an engaging conversation
on this level. This is really where the real juice is anyway. Most of
the time your clients don’t really need more tactics or tools, they
need to work through some of the deeper level human concern that
is going on for them. No one usually takes the time to handle this
with them in their life. Be that person, and you will be massively
successful.

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Myth – People need to be taught how to do things.

Actually, most of the people that come through your workshops,

either somewhat know how to do what you are teaching them,
completely know how to do what you are teaching them, or know
others that they could be outsourcing to (with the exception of
a highly technical training of course). Make sure you spend some
time on the things that are psychologically holding them back in
using the new techniques you are presenting them. Otherwise, you
will just give them new info to think about. They will tell you how
smart you are, how much they enjoyed the workshop and never
really have any significant results.
I don’t believe it takes long to learn a new technique, apply it and go
have results using it. So, in our trainings we focus on people actually
making money in front of us (imagine going to your next workshop
and making money – and lots of it – while you are there!). If you
haven’t been to one of our trainings, then you should come to one
– to make money! Making money is not only a regular occurrence
in our trainings for participants; it is the result for a high majority
of the participants in the room. Essentially it’s anyone who takes
action during the exercises and on the breaks. Make sure in your
seminars that you are focusing on people applying techniques in
the room with you and having shifts in front of you.

Increasing Your Influence from the Stage

As entrepreneurs, we each have a message inside of us to give to the
world. Your heart connected to your voice is the biggest tool you
have to influence the minds and inspire the people around you.
Being able to deliver a message in a clear, concise and effective way
can inspire and motivate people to change. If you have products
and services that accelerate them in making that change, as a
Speaker or Seminar Leader, you have the opportunity to provide

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them with solutions after you show them the path to getting more
of what they want and desire in their lives.
Speaking and leading seminars is the fastest way to leverage your
time, to be seen by the outside world and your customers, and
to be seen by your team, as carrying the flag of your products
and services. Imagine that at every business conference you last
attended, instead of being amongst the audience or simply having
a booth there, you were a presenter (or the keynote speaker) at
that event. How many more opportunities and joint ventures
would you have received? How much less work would it have
required for you to convince others to work with you? How much
more respect and credibility would you have earned in the eyes
of your audience and other key players in your field? When you
speak, you position yourself at the top of your industry almost
instantly. Do you think if you traveled around the world and spoke,
that more thought-leaders would connect with you? Do you think
you would receive more invitations to be interviewed on radio,
television and in the media? Absolutely!
If you are a CEO or an entrepreneur, the best investment you
can make is in improving your level and ability to communicate
effectively. The fastest place to grow this is by being in front of
a room, and being tested by your marketplace and customers.
Practice, practice, and more practice.
The skill set it takes to be in front of a room of people is different
than the one that is best for one-on-one sales. However, there are
many very powerful principles that you can bring from profit
speaking into one-on-one. The more I studied Platform Speaking
the more my one-on-one meetings got easier to close.
When you can handle a room of 100 to 10,000 people, handling a
boardroom meeting or conference with company leaders is a walk
in the park. So why not test yourself on the toughest challenges,
like being in front of large audiences, delivering a message and
seeing if how your delivery of that message uplifts them? After
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all, you are in the business of helping people achieve more results
through inspiring them to take action, aren’t you?
Take a look at the most accomplished business people. Whether
they are comfortable on stage or not, they get out there and do
whatever it takes to share their message, because they know how
important it is. Steve Jobs and Bill Gates are examples of this.
Warren Buffet was actually terrified of public speaking, but even
he overcame his fears to make sure his mission in business (and as
a successful investor) in the world is fulfilled.

The Income Opportunity

Profit Speaking and Seminar Leading is one of the only businesses I
know where you can make a million dollars in 90 minutes without
giving anything but your time and your wisdom. Profit Speaking
(not public speaking) is generally known as the highest paid
profession in the world (when you know how to navigate it). Ever
notice politicians, athletes, and other well known personal brands
all use speaking (and get paid large keynote fees)? This is because
it pays so well, and you can either use it for your business profit
or to have people donate to your charity. I have several successful
friends where the payment is just made to a charity and many
times we have done projects, trainings or events and just had the
funds donated to a charity of our choice in our name.
Speaking gives you optimal leverage... The same skill set that allows
you to travel all over the world and speak, also applies directly to
your video techniques online. This enables you to position yourself
and your brand to your customers in the way that gets you the
greatest response and action. It’s simple – why would you work
with one person, when you can work with 50, 1,000, or 10,000
all at the same time? The more people you have in a room at one
time, the more people you can impact with your message.

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And, as long as you have an accessible, pre-prepared product or

service that you can sell to multiple people at one time, you can
make more money. THIS IS KEY: otherwise the opportunity will
just be a feel good event. You must have a way of monetizing the
event and getting people more engaged in your work for their own
benefit! Otherwise it’s a lot of hype and talk about people having
real change. Real change happens when people commit to some
new decision and new action in their life.
We are not just talking about workshops and trainings, we are
also talking about small group coaching where you might have
anywhere from 10-50 people and you are coaching them in that
small group format. Small group coaching is actually one of the
highest earning forms of group service on the planet (group
coaching and masterminds are massively profitable group events).
Imagine having ten of your favorite clients in a room together
paying a monthly fee of hundreds or thousands of dollars to not only
glean from your wisdom, but also be part of a group/community of
people that connects and combines resources to help one another
be more successful. It easily multiples your income and leverages
your time, not to mention, it’s a great way to do business and have
fun in groups.

MYTH: Group experiences diminish the personal

acceleration one can have in a learning environment; one-
on-one is be!er.

Sometimes. However, groups are very powerful to help people

connect with resources, experience different perspectives and feel
part of a community of peers that are in a similar place. We put all
our private one-on-one clients into our group coaching programs
as well, to help them thrive. Working with groups of people
provides your participants a very powerful opportunity to be in

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a community of like minded individuals and exponentially gain

talents and resources they need in order to be successful.
The difference with one-on-one clients is that you will get paid a
lot more simply because you can tailor the content and attention.
But you will be able to leverage your time and make more money
in group environments and still have a profound impact on each
person in the group. Plus, directly selling group coaching is proven
to work from the stage, whereas directly selling high priced one-
on-one coaching from the stage rarely ever works (you have to
move them to a 1:1 discovery meeting first).

Step Up and Take Centre Stage

Public speaking has been categorized as the number one fear of
human beings… it’s even higher than death. That means that the
person giving the eulogy at the funeral would rather be in the
casket. This also means that if you want to stand out, then you can
do exactly what other people think is scary and hard, and master it.
You have the choice to be willing to do what other people are not,
and have the success that other people won’t and don’t have because
they let their fears get the better of them. Your competition is slim,
and your opportunity is massive. Speaking and leading seminars
is about reaching from the inside to the outside. It’s about deeply
moving the people around you. For powerful examples of this, log
on online and watch TED talks.
Einstein once said if you can’t explain something simply, then you
don’t understand it good enough. Speaking and seminar leading
enables you to learn how to deliver your message simply, so that
you can sort through and find out who you would most love to
serve and to whom you would like to add the greatest value. By
mastering this influential position in business, you will also be able
to handle the media and public exposure for your business more
effectively. You will be able to confidently engage in high stakes

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meetings (like raising capital) and easily handle Q&A sessions

from tough customers, board members, investors or media.
Ladies, also take note… the world needs more female speakers
who can truly lead and influence people from stage. We need more
people in the world empowered with their hearts and their ability
to move massive amounts of people and make massive amounts
of money. This is the next evolution of business on the planet –
the movement of heart-centered entrepreneurs who know how
to make money so they can make a bigger difference in the world.
Presenting in front of audiences will show you what your gifts are
in the world, one presentation at a time. You can stand out from
the crowd and be seen so that you are seen above your competitors,
or you can hide out behind the logo or the brand of your company.
Be vulnerable, get on stage, talk to and work with more audiences,
and increase your power and skills in influencing audiences.

BONUS MATERIAL!
Just because I couldn’t resist giving you more structure, on how
to get started in speaking, here are…The 4 Key Areas to Profit
Speaking Success:
There are four key areas you need to start putting attention on
to really be successful in the public speaking, profit speaking, and
workshop industry. They are:
1. Pro Media Kit: Your pro media kit is going to be something
that every group asks for when you talk to them about
speaking at their event. So do yourself an early favor and
just get one put together. Here are the key elements of your
Pro Media Kit:
a. Pro head shot – get yourself a real professional
photograph so the viewer knows you mean business.

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Photos of you in action speaking would be preferable.

Pictures can make a great impact – so use lots of them
b. Welcome letter – this is pretty straight forward, but
it’s just a letter addressed to the receiver getting them
excited to do business together
c. Testimonials
d. Places you have spoken
e. 3 polished talks
f. Bio
2. 90 minute signature talks – those polished talks I just
spoke about…These are them – you need to have a few 90
minute presentations that are ready to go. They educate,
and offer your product or service, and you know these talks
backwards and forwards.
3. Platform presentation skills – this is an art unto itself and
you will need to understand the art of being a dynamic
presenter, as well as the art of selling from the stage or in
group environments.
4. Knowing how the speaking and workshop business works:
Most speakers actually don’t understand how the business
works. You would be shocked at how many speakers that
you know by name, don’t really understand the business.
They just want to show up and be the star and leave. You
will be far more successful if you understand how the
business works.
If you just start to get these things put together and start digging into
each of these four areas, you will begin to create nice momentum
in building your speaking and presenting business.

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You might be asking yourself right now, “What Do I Say When I’m
Speaking?” This is the biggest concern of every starting presenter
and speaker. Let me put your mind at rest… What will you speak
about when you present? Yourself, silly!! Your story, your life,
your mistakes, your systems, your formulas and how they can
be successfully used in your participants’ lives if they avoid the
mistakes you made and follow the step by step system you have
put together for them.

Rome, Italy 2800 Entrepreneurs, sharing ways to identify your

gi9s, talents and expertise to bring out to the world

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Marketer
“The real secret to success is to
get out !ere and work like hell.”
Frank Kern

T
he Internet Marketer has become one of the most powerful
positions in business. It is essentially the person who
understands how to successfully leverage the power of
the internet to help more people and get paid to do that online.
Internet marketing changes and moves so fast that it’s changing
almost on a weekly basis. So, it would be futile to get into the
specifics of internet marketing tactics in this book, as it will be
outdated by the time this book goes to print.
It’s important to understand the fundamentals of internet
marketing, the mistakes that too many people make, and then
integrate this as an inherent part of your business and daily
activities. Internet Marketing is really something you are going to
either have to become good at yourself, or develop the capability
to manage someone who is doing it for you.
Since I already spent time scaring you in earlier chapters about
the reality behind Internet Marketing, I am going to dedicate this
chapter to laying out the concepts you need to know to dive into
internet marketing, or manage other great marketers for you to
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get the job done – under your supervision and decision making. I
recommend highly that you use internet marketing experts around
you (unless you truly love the internet and want to do a deep dive
into how it all works).
There are two components to internet marketing. There is the
quality of the online content, and then there is the infrastructure
to support it. The infrastructure includes all the technology like
splash pages, shopping carts, video campaigns and more – and it’s
constantly changing. The flavor of the month of how people are
communicating to one another, through Social Media, is changing
all the time. One month it’s Facebook, and then the next month,
it’s Pinterest. By the time you’re reading this, Pinterest may have
overtaken Facebook, or it might be wiped out completely.
More importantly than the technology side of internet marketing,
is the need to grasp the essence of internet marketing so regardless
of what tools are the most popular at the time, you will be able to
integrate those tools into your toolbox and know when to use or
not use something – or again, when to hire another person to use
something to achieve a desired outcome.

MYTH – You just need to know a few things to get rich on

the internet.

Let’s be honest: not only are most people reading this book,
and attending Industry Rockstar workshops heart-centered
entrepreneurs, but they as well as you, probably border on the line
of being an artist at heart (in their profession). This means that
you have a real passion for a topic or subject and really just wants
to share, teach, speak, give advice, and coach people about it, as
well as create products on that topic and be recognized for being
great at it. The online “infrastructure” content and conversation
probably bores the heck out of you.

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I know it did for me. My interest was to be with people in workshops

and in trainings, and work with them face-to-face because I believe
that the most powerful way to help someone change, shift or get
results, is to be physically present with them. Content is great, but
people ideally want human interaction. I see all of our content
and internet marketing as strategies to bring people to events so
that we can work with them personally. Don’t get me wrong: I
understand the power of products and the importance of using the
internet to reach millions of people. I wouldn’t be able to be live,
in person, everywhere all the time, because it’s just not feasible for
me to travel to every country worldwide every year... although, if
you have noticed the Industry Rockstar online events calendar you
would know we certainly try! If you maintain the most important
human connection characteristics in your internet marketing, then
you will be able to continue to impact people through your videos,
teleseminars, webinars, marketing campaigns and other online
avenues, even though you haven’t worked with them in person
yet.
We often train our clients and participants to understand the
concepts of internet marketing, but to hand off the infrastructure
and the day-to-day operational tasks to someone who has a
business in it, loves to do it, or is an expert in it. I see too many
entrepreneurs trying to spend their lives chasing technology or the
newest internet marketing technique and losing the opportunity
to focus on their art and passion. This leads them to frustration,
having smaller results than what they desire, and ultimately
performing a lot of unwanted tasks – thinking it ‘should’ be done.
What I want you to do is focus on learning, researching, and
educating, while others who are passionate about internet marketing
and are experts at it, handle your marketing and infrastructure.
Essentially, I want you to be the CEO of your company, the CSO
(Chief Sales Officer) and the CMO (Chief Marketing Officer).
This means I want you to be able to see and make decisions on the
bigger scale perspective of your company, such as the marketing,
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but not actually be the one doing the marketing. This might come
with the exception of designing a portion of the content for the
marketing (but even a hired copywriter can do most of that for
you). What I’m talking about is becoming great at delegating and
outsourcing, and more importantly being able to finance that
outsourcing by selling your talents as a consultant, coach, keynote
speaker, seminar leader, author and selling products in seminar
rooms.
I see many people rushing to the internet to get exposure and
because they think they are going to get this magical, passive
income happening overnight, there is nothing magical about it
– you still have to go through the processes of establishing the
background systems and setting up the content and platforms
to make this a reality. Not to mention having good relationships
with other online marketers– so that your product actually gets
exposure when you launch it!

MYTH: Exposure equals money

Just because you are on the web doesn’t mean you will be making
money. You must have good JV relationships and understand how
to project product launches and online marketing to cut through
the noise online. One of the biggest things I learned, through
growing over a dozen, internet marketing businesses in the last ten
years, is that if it doesn’t work offline, it is not likely to work online.
You are best to spend your time designing, selling and presenting
your workshops, because not only can you leverage your workshops
by filming your presentations and creating products, but you will
also understand best what will have the most impact for your
customers. For example, what are the real problems people want
to have solved? Until you have a solid business, all the internet
marketing exposure in the world is not going to mean anything.
I have seen hundreds and hundreds of experts – or people who

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call themselves experts – come and go on the internet. I see their

advertisements for awhile, and then after they have blown a whole
lot of money on the internet on ad-buying, media and more, they
disappear. They go home with bigger debt and no sustainable
business because they skipped the most important parts of
developing a business, which is to structure it in a proven way that
works and find out what their customers really want.
With that being said, I want you to use the internet in the way it
can be most effectively leveraged. This next section of the book is
about what the core concepts are that I have learned from our own
successes and mistakes, and also from friends like Frank Kern, Scott
Rewick (who has done $100 million in media-buying), Austin
Walsh who is making millions of dollars online at 19 years old,
Sam Bakker, our webinar guru who does hundreds of thousands
of dollars a month in webinars at 22 years old, and many other
close internet marketing guys that are actually making tons of
money online. Of course, guys like Eben Pagan and Ryan Dice,
Dan Kennedy and other masterful internet marketers fit into this
category too.

Concepts of Internet Marketing

There are only three basic concepts to internet marketing. The
first one is to acquire a database. The second one is to nurture that
database and create a relationship with those customers. And the
third one is to make offers to that database.
Each one of these concepts has its own set of techniques, tools
and strategies, but essentially everything you are doing on the
web is involved with these three concepts – to either meet,
build relationships with, or offer products and services to your
customers. For example, information businesses are set up very
specifically to attract customers through (often) giving away some
free offers.

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Splash pages (or opt in pages), media buying and ad banners are
about acquiring a customer.
Databases, drip systems, email campaigns are all about nurturing
the relationship with a potential customer.
Sales pages and shopping carts are all about offering to customers
and giving them a pathway to buy.
Start looking at the web in terms of “What do I classify this web
page as?” Is it trying to acquire you, nurture you or offer you
something? You’ll notice that every web page fits into one of these
three categories. Even websites that are not set up to sell anything,
like just information websites, are people looking to share and
connect with other people and create a relationship (nurture). To
make money online you must:
Acquire: find a way to entice someone to give you their information
(usually through giving away cool, free stuff), then
Nurture: Give them more cool stuff for them to get to know you,
then
Offer: Provide them a solution to their challenges (it comes back
to what problem are you trying to solve for them?)
Until you have this chain of web pages and technology going on,
there is no use talking about anything else. Additional conversations
after that are for someone who is in action with those technologies
in place. If you don’t have those things in place, the rest will
become information overload.

The Online Chains Of Success

The more chains of pages that you have online that acquire
customers, build relationships, and offer solutions to customer
challenges, – the more money you will make online. Shortly, we

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will break down the seven specific requirements you need, to

make money online, but there are still a few concepts to cover first
to make sure you understand. There are two really key issues you
need to pay attention to in all your internet marketing:
1. The amount of doorways you have into your business.
How many avenues or doorways do you have for potential
clients to find you online and move through this three stage
process (Acquire, Nurture, Offer)?
2. What is the effectiveness of these doorways? A little tip is:
the more focused the Acquisition pages are on a specific
opportunity, the higher the Acquisition rate is and the more
qualified lead you get.
We mentioned earlier in the book about Customer Acquisition
Cost and the Lifetime Value of a Customer. Where internet
marketers spend most of their time is rebalancing this system for
the proper numbers. This would mean that the amount it costs you
to acquire a customer is an appropriate amount relating to how
much the customer ends up spending. For example, if it costs you
$1 to acquire a customer, and on average your customers spend
$1,000 at your business, then you can do that all day long. A good
internet marketer could probably achieve this; however you might
have to pay to have 100 potential customers see your product in
order to have one customer buy something. So naturally, you just
need to make sure the math works.
If it costs you $1 per click on the web to get someone to see your
web page of your products and you have a 1% conversion into an
actual customer then you can spend $100, to have 100 people see
your site. If only one person buys something, your product must
be at least $100 if you want to break even. As soon as your lifetime
value of your customer is higher than your customer acquisition
cost, you will have a passive online cash engine. This is basic Cost-
Per-Click theory. If you are a more advanced internet marketer you
might want to skim down to further sections.
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Tracking Effectiveness
The internet allows you to effectively track what is working and
what is not working so you can invest more in what is working. For
example, it’s difficult to track how many clients came from seeing
a roadside billboard of you. However, an email blast that links to
a squeeze page of yours is easy to track the origin, the behavior
of the client on your site, and the conversion upon viewing your
product.
The best internet marketers always test their ideas on small groups
before they open the flood gates. Always make sure you are testing
your ads, splash pages, sales pages, etc., – frequently, on very small
groups or with small amounts of money before you open the flood
gates.
You can also discover what the most effective approaches are by
“split-testing” (this is a great concept for discovery everywhere in
your business!). Split-testing is simultaneously testing two different
strategies, on two different groups of people (with demographics
that are as similar as possible) in order to compare the data. This
allows you to confirm which one is giving you better results. It’s
the best way to identify which new decision is working with your
internet marketing campaigns, and this concept in general is one of
the best strategies you can employ in your business relating to any
change you want to make.
For example, you may have a restaurant and you decide you want
to alter a recipe for a menu item. You want to find out how much
salt is the right amount for a dish. You could test the dish on ten
people with increased salt, and test the original dish with ten
other people. Then you would need to survey the two groups to
determine who liked the amount of salt in the dish. Your results
would give you data upon which you could make your decision.

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If there is one thing I learned from owning and building over a

dozen internet companies, it is this: change one thing at a time and
test. Let me say that again, because I broke many working internet
companies that I built by changing too many things at one time.
Always change one thing at a time and test what works!
Let’s dig back into those ever important three reasons you are
on the internet: Acquiring potential customers, nurturing the
relationships and offering them solutions to their problems:
Acquiring a database is so important. Your database is everything
in a business. Before the internet was around, this was referred to
in business as your Customer List. There has literally never been
a better time in history than now to acquire your own database
through the internet. The internet is fast! The difference between
offline and online customer acquisition is that on average you
are going to have to spend money on the internet to acquire a
customer, whereas in public speaking you use your personal time
and talents (also valuable but not a cash outlay).
Although public speaking involves your valuable time, you don’t
have to spend money daily to acquire customers (depending on
where you are in the infrastructure of your online business, it might
make more sense for you to be acquiring your customers offline
for a while). Before you rush out and start acquiring a database of
customers online, there are components that you want to have in
place.
NOTE: I strongly advise you to hire professionals to have this done
for you so that you can have it done right the first time. Work with
someone who understands the bigger picture, otherwise it can
become very complicated to do it right, (specifically the interlinking
of the database, affiliate programs, shopping carts, splash pages,
etc.). If you feel overwhelmed in this conversation, don’t worry
about it – you are not alone – almost everyone who hasn’t devoted
massive amounts of time to this process feels overwhelmed. You
just need to hire a good source and have them do it for you. This is

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why you’re reading this book, so you can get trained on hiring and
managing experienced internet experts.
It’s essential for you to drive traffic to your internet website and
splash pages. If you don’t have traffic, you don’t have eyes to view
your websites. Don’t plan on the theory that “If you build it they
will come”. It’s not going to magically happen.
There are four main ways we use to generate traffic for your
websites. Although, there are probably a hundred others, these
are the main ones that we use to build our businesses. The first
is through ad-buying such as Facebook ads, Google Ad-words,
banners on other people’s websites where you get a cost-per-click
(meaning anytime someone clicks on your advertisement, you just
paid to have someone see your advertisement). This could also
relate to any ads you take out on radio shows, in newspapers and
magazines. However, it has been shown that this offline marketing
is less effective than online marketing. This is mostly because the
time and distance between the person seeing the ad and buying
the product or service is longer – and that reduces the emotional
feeling needed for customers to make a purchasing decision. When
Tony Robbins was successfully using TV infomercials to sell his
audio programs (in the 1980s), people had not been trained in the
‘internet experience’ yet; one where people are able to see, buy
and receive something within seconds.
The second way we get traffic to our website is through affiliate
marketing. This is where other people are actually selling and
promoting your products or services for a commission. Building a
large set of affiliates is a marvelous way to make your empire grow
fast. It’s essentially a commission based incentivized sales team for
you! This means people are selling your products or services all
over the world, while you are doing something else.
The third way is through Joint Venture (JV) email lists. The
difference between affiliates and joint-venture arrangements is
that in affiliates, people are earning a commission off of directly
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selling your products or services. Joint Ventures make money off of

usually promoting an event or product and getting a commission
from a specific product launch or event. In other words, you might
JV with a company to help you on bringing awareness to a specific
product or service (for example, a workshop or product launch
you are doing). But the JV is not out there selling your product
for you.
Usually JVs are people that have a good database and you have
a complimentary product or message to theirs. Often doing a JV
can result in what we call ‘reciprocal email swaps’, where you use
your database to promote another person’s product or services,
and the other person is doing the same to promote your products
and services. Joint ventures often do have a commission involved,
but they might also just do an email swap and call it even.
The final way we promote is through doing what we call a Paid
EDM (Electronic Direct Mail). That means you can pay someone
to just send out an email or two for you to their customer database
and you have no further obligation to them for commissions.
The essence of this book is not to necessarily teach you how to
do ad/media buying, affiliate acquisition, Joint Ventures or Paid
EDMs; it’s to have you become aware that this is a part of internet
marketing that gives you the exposure you need (when you are
ready for it). Be very careful with exposure before you are certain
you are ready. Exposure before you are ready is like the person
who stands on a bench at a busy train station and screams for
everyone to stop and listen to them. People will stop and listen,
but if the message is not really valuable the brand will be damaged.
Just remember exposure does not equal money. It only equals
exposure. Product and services sales equal money.

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From Acquisition To Offer

Now you understand how to get eyeballs for your websites, but
ultimately once the people look at your ads, they need to be
motivated to buy. This is where a cool reward like a free product
is a great motivator to achieve this. One of the first things you
need to do right away in your business is to create your first free
product. It could be whatever you want – a free eBook, audio series,
or anything that your target market would find really valuable.
Whatever it is, it must motivate the people viewing your web
page to give you permission to market to them. As soon as you
have captured a person into your database and given them a free
product, you have entered the nurturing phase where your job is
to build a relationship with them over time.
This starts a series of auto-responders and drip-systems where you
are giving valuable content on a weekly or monthly basis to your
customers in order to increase their connection and relationship
with you. The final stage of making money online is to now offer
those customers and their friends something to buy from you.
What you are selling helps them with a problem they have. They
now see you as an expert in solving that problem from all the
cool stuff you have been sending them. The buying process, from
a technology standpoint, leads into a series of sales pages and
backend infrastructure to handle sales and product delivery.

The 7 Core Components of Internet Marketing

Essentially, when you break it down, there are seven things you
need on the internet, linked together in this order:
1. A source for traffic
2. A splash page that captures data (usually called an “opt-in”
page)

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3. A page that provides the potential customer a free product

that adds some value
4. A set of emails called a drip-system that continues to give
valuable content
5. A sales page offering a product
6. An up-sell down-sell page where you offer to up-sell
them into product or down-sell them into something less
expensive (because they can’t afford the first offer)
7. A shopping cart page to collect their credit card details and
process the order
The more of these full chains you have on the internet (pathways
into your business for potential customers) the more money you
will make online.
In essence, the position of the Internet Marketer is an influential
position to be in because people from all over the world can be your
customers. You are no longer restricted by plane rides or geography.
You can reach people and earn profits from other countries if you
want to (use the currency differences in your favor!!). You can
utilize the power of a video to reach millions of people. Internet
Marketing breaks down barriers, cuts the red tape, and allows you
to distribute a global message more powerfully than ever before.
Side Note: Although, I’m sure I don’t have to convince you about
how valuable it is to have an online component to your business (to
be a global business person), one of our favorite things we always
hear when we would go into a new country with our trainings is,
“But you don’t understand how it works here! There is so much
red tape with the government and bureaucracy!” Before the person
would have a chance to say another word, I would just say, “Cool –
then do business on the other side of the planet.” Part of the power
of the internet arm of this type of business is that you can escape
the structures and way business is transacted in your country if
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you want to. If you don’t like the way business is done in your
country, or you think it is too hard to make money where you live,
get online and sell things to people in other countries. Do business
globally and find the right market and community for you to serve
with your knowledge and information. There is an audience out
there for you, and sometimes, the people who appreciate you the
most are not even within your own society or country.

BONUS MATERIAL
Here’s an up to date list of who are the trained, skilled people
and what technology you will need (at a minimum) on your team
to get this done for you. These are the roles of the people we
currently have working on our team, and what technologies we
use to keep our online product sales running smoothly:

Who: Web designer

• Web programmer/developer /ecommerce integration

• Graphic designer (InDesign / Photoshop / Adobe)
• Database/CRM manager or specialist
• Affiliate Manager
• Campaign Manager
• Copywriter
• Add/Media buying expert
• SEO, Metatag, Adwords
• Social Media Expert (Facebook / LinkedIn /YouTube /
Twitter / Pinterest / Instagram / Google +)
• CMS Manager (Wordpress / Magneto / PHP / .net / SQL )
• Photographer
• Video Production / Editor / Motion Designer / Animator
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What: Technology

• Affiliate tracking system (such as JROX / Idevaffiliate /

• CRM/Database Capture Tool (Such as Infusionsoft / Sugar /
Salesforce / Zoho /iContact
• Email Marketing Program (AWeber or Mailchimp)
• Domain Name AKA DNS (Domain Name Server)
(crazydomains.com/godaddy.com)
• Hosting (Where your website will be hosted)
• Intranet/Server/File Server (Backing up your work/Box.net
and Yousendit and Dropbox)
• Shopping Cart (Pay Pal)
• Payment Gateway (Eway)
• Merchant Account (Through relevant bank or Pay Pal)
• API Integration (A type of computer language that is
important for systems speaking to each other)
• XERO – (Online Accounting Software)
• Eventbrite (Event Management Tool)
• RSS Feed
• Internet Tools (Google Translate Text)
• Basecamp – (Project Management System)
• Zen Desk – Web base customer support software
• Reporting (Google Analytics / Heat Mapping / Backlinks)
• Pay-Per-Click Campaigns
• Video Creation for Promo Videos (Animoto/iMovie/Final
Cut/Adobe Premier)

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O
k! I am going to switch gears for the next two character
positions here – so be ready to head into another part of
your brain. Just as I noted that you must start to think
more multi-dimensionally to be a top leader in the world these
days, I am going to present to you how to do that specifically
– in the next two Character positions: The NLP Guru and The
Coach & Consultant. Be ready for a completely different type of
conversation now. Where before I have talked very tactically about
how to be at the top of your industry, I am now going to look at
the softer technical skills and the thinking-skills that are required
to get there. Although, each of these positions has clear tool sets
and techniques to be effective, I want you to start unwinding the
thinking that has limited you from achieving what you want. I will
do my best to be non “woo-woo” – but I am from California after
all!

NLP (Neuro Linguistic Programming)

NLP is one of the most sophisticated studies in the world when it
comes to how people create their internal experience of life. The
value in understanding how someone’s mind works is that if you
want to be able to influence someone’s actions – which top leaders
do – then you need to understand how to access their world at the
deepest levels – as well as reach their hearts at the deepest levels.
NLP stands for Neuro-Linguistic Programming or Neuro-
Linguistic Patterning – it’s known as both. It is a field of study and
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set of techniques that allows you to understand “how” someone

might be able to create the results they do. We reveal everything
we are thinking and all of our beliefs through our language, which
is why NLP has ‘Linguistics’ as a component. The ‘Neurological’
component has to do with the origin of the NLP field, which was
sets of techniques that allowed people to rewire (and therefore
revise) their neurological patterning. A simpler way of saying
it is that we can reprogram/repattern our minds from what we
originally had grown-up thinking and believing about life.
When you understand NLP, you can gain a massive, powerful
understanding of someone in their relationship to themselves, the
world, where their limitations are and what they are capable of,
from the way they talk. Someone who is adept at NLP is able to
help another person to rewire the neurons in their brain to fire
in sequences that help them to create what they want instead of
sabotage what they want (which is how most people are living
their lives – in a state of sabotage).
NLP has officially been used and adopted into fields of therapy,
sales, coaching, transformational work, stage presentations,
negotiation, leadership, communication, etc. Essentially it is
everywhere, because anywhere there are humans interacting, there
is Neurology and language at play. NLP literally changed my life
and was one of the major reasons I went from being homeless and
broke to owning one of the largest multi-media companies in the
world, within five years. Anyone that has studied NLP extensively
usually says it is among the most profound work that they have
ever studied and incorporated into their daily lives. The scope of
this book is not to give you a full background on NLP, but to give
you a sense of what it is, how you can use it, and why it is so
important for you to take it seriously now.
NLP started in the mid 1970’s in Santa Cruz, California by two
gentlemen named Richard Bandler and John Grindler, and was
a set of linguistic tools that were then contributed to by several

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other professionals over the years, including Robert Dilts, Lesley

Cameron-Bandler, Johnathan Rice and many others. A lot of
the earlier work was based on the work by Milton Erickson and
Virginia Satir. Although Grindler and Bandler were the originators,
there have been a lot of amazing people who have contributed to
the NLP toolbox over the years, which has created a set of many
different lineages of NLP.
Because of this, not all forms of NLP are equal.
I personally studied NLP extensively throughout my twenties until
today. And I repeat: extensively. NLP is something you can spend
a lifetime mastering. I initially learned it over an intense period of
three years, and have been using it and diving deeper into it for
almost a decade. Just about every single month, for three years, I
was in a three day NLP course with one of the major contributors
to NLP in Northern California.
We met in a small group of 30 people or less. We had study
groups in between on a weekly basis where we would practice
deep intervention work, and then I did years of one-on-one
sessions with my trainers to keep learning and integrating. NLP is
an endless rabbit hole of exploration and an amazing study. I was
tested multiple times, and there is no doubt it was one of the most
powerful educations I have ever received.
The style of NLP that I studied was a unique style. I studied at a
school called NLP Marin in Northern California under the Founder
Carl Buchheit and his right-hand woman Michelle Masters. The
reason I note them here is because they are possibly the best (and
busiest) NLP practitioners in the world. Essentially, not only did I
study with them, but all of our best mentors and coaches did also.
They are so phenomenal that we are literally devoting this section
of our book to their work. Today I use the deep and masterful
intervention techniques on stage with business owners to do what
I call “Leadership Interventions”. These are where we shift their
relationship to their ability to lead their life, create success and
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recode the limiting frameworks they have been operating in side of.
Finally, those participants that go through Leadership Interventions
are able to play the bigger game their heart has desired
I certainly didn’t make up NLP, nor the multitude of layers Carl and
his colleagues developed over 30 years. But I have now successfully
(and uniquely) adapted my own unique business version of it into
sales, leadership, marketing, branding, profit speaking and live
intervention work in our business seminars.

Auckland, New Zealand – Private Industry Rockstar Event – Sales & Negotiation Rockstar

Wired For Success

I noticed over the years that people who want to learn how to
earn more money are often looking for new “strategies” to do this.
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However, most of the game is the wiring we are living with inside
our heads. You can build a beautifully designed box around an old
radio wired-up from the 60s and you are still going to get an old
sounding radio with a nice new shiny box around it. I can teach
anyone what they need to do to build a seven and eight figure
business: I’ve done it myself five times with many more to come.
I can teach anyone how to build a six figure business: I’ve done it
over a dozen times. But all the strategies in the world will fall on
deaf ears if that person is not wired to have success.
Now, most of the people that we work with in our trainings
have been “mindsetted” to death. They are sick of hearing all the
mindset talk because they have been going through it for years (in
books, audio tapes, workshops, etc.), and, regardless of how much
they talk about their mindset, they are still not earning the money
they want. There are times when you really do need to just stop
talking about it and get your butt out there and sell your product.
But, putting together great strategies with a full understanding and
continuous look at yourself (and the way you execute on your
strategies), creates a world-class combination.
Also – having spent about ten years doing every deep dive, personal
development seminar I could find in San Francisco and in the US
(and there are a LOT of them), I noticed something very different
was going on in the way we were learning NLP. People were actually
having long-term sustainable shifts, without having to remember to
be different. This was intriguing. It wasn’t just your cookie-cutter
personal development course repeating a typical breakthrough
to breakdown cycle. There was something very magical that was
happening to the students and with my clients as I continued
to study and apply the unique NLP and business psychology
models we were using. And that is what we have been bringing
out to the world in the Industry Rockstar events. (NOTE: we (at
Industry Rockstar) are not licensed therapists or official Doctors.
Everything that we use, study and apply from NLP, psychology or
neuro science, is from our own studies, interviews, research and
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testing. That means we have often gone way off the typical path
of most psychology professionals to find systems, theories, models
and strategies that are working more powerfully then anything I
have seen before.)
I started our seminar business not as a seminar business. I was sick of
all these seminars where no one got any real, long-term sustainable
results. As a consequence, Industry Rockstar was formed on the
idea that we were going to optimize our presentations and events
for real change during our trainings and really help people have
long-term change. Our events are about both providing the best
strategies around for business growth, and then the best coaching
to allow your mind to take it in, allow it to be OK to use those
strategies and actually become the success you want.
What is predominantly going on in the areas of your life where you
are not having what you want, is it is simply is not “OK” for you
to have it. This very statement was what intrigued me. It led me
down the rabbit hole of NLP and allowed me to go from talented
but broke, to talented and a multi-millionaire within a period of
a few years. Naturally I know I had something to do with it, but I
truly attribute the real magic of my success to my great coaches,
a proven system to follow and NLP allowing my brain to be OK
with being massively successful.
If you do not completely understand what I mean yet, about how
your mind (and safety patterning) are what allow you to reach the
level of success you want… then let me put you on stage in front
of ten thousand people and give you a loud microphone and 90
minutes to sell a million dollars of something. Or, let me put you
next to Sir Richard Branson at dinner and give you two hours to
figure out how to build a future relationship with him where you
do business together. If those things don’t get your internal alarm
bells of safety going off, then this one might. Hire a coach for $100K
USD and wire all the money now, then get on the phone and start
selling $100K of products to your friends and family. If you had no

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emotional experience to any of what I just said then you are either
not really stepping into the possibility of doing that… or you have
been through that before and successfully worked through your
own personal rewiring around it.
Those are just a few examples of the mind-altering growth I
needed to go through in the last decade of building my businesses.
It required continuous rewiring, re-patterning and time with my
coaches and NLP trainers.
This is the real stuff we actually bump up against in our trainings
with our participants. It’s not long after I start teaching a new
branding or “positioning” technique before most of the participants
start to bump up against their real concerns about their “value”,
being seen in the marketplace, being judged, making more money
than their family members, losing friends, and more. Since we
know this, I have designed our seminars to both be strategic and
have a personal development edge: because you cannot separate
the human from the actions. You will need to do this too, and
learning NLP will be the best set of tools for you to use to help
your clients get real and sustainable change.
If you are truly committed to people having long-term sustainable
change in their life out of your work, it will be absolutely imperative
for you to study NLP. If you want to accelerate your career to the
top at the fastest level possible, then it is imperative you study NLP.
If you want to understand human behavior and have the matrix of
Social Dynamics® (interactions between people) unravel in front
of your eyes, then it is imperative to study NLP. Seriously it is like
getting a manual for what it is to be a human being.

A Quick History Of Our NLP

To give you more perspective on where our NLP came from,
Carl studied under Johnathan Rice and Leslie Cameron-Bandler
(Richard Bandler’s wife). Leslie has sometimes been cited as the
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woman who put the heart into NLP. The type of NLP I studied
was a very heart-centered strand of NLP.
While mastering the basic tactics of NLP, I also learned how
to achieve the most sustainable level of change for people in a
therapeutic sense. It merged things like Bert Hellinger – who
specialized in family constellation and family dynamics work
– traditional psychology, transactional analysis, and more. The
important thing to note is that the intention of our type of
NLP, which is really what makes it so masterful, is a deep level
of heart-connection to your clients in order to fully appreciate
and understand them at a level at which they don’t appreciate
themselves.
There are many forms of NLP in the world. NLP in itself is a set of
linguistic tools and techniques to facilitate change and influence.
Some people have charged NLP with being a manipulative science,
but the only difference between the manipulative type of NLP
and the heart-centered NLP is the intention the person has who
uses NLP. Words can be used to start wars, or to inspire people
to create positive change. Of course, like NLP, it comes down to
the intention you have. We encourage those who we train in NLP
to use their power of persuasion to raise the value of people’s
lives and experience of life. If your intention is to make a positive
impact, then you will.
When I ask my audience who has studied NLP, a small portion of
the room puts their hands up. When I follow up and ask them if
NLP has significantly changed their life, all the hands stay up. NLP
is like getting a handbook for the brain. If you’re not interested in
having a handbook like this, then skip this chapter. And of course,
if you are interested, read on!

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The Three Reasons to Engage NLP

There are three reasons I encourage you as an entrepreneur to
engage in the power of NLP in business. They are:
1. Modeling
2. Advanced Communication Skills
3. Understanding Yourself and Others
I will cover these in depth for you now, starting with: Modeling

1. Modeling
NLP allows you to model excellence. In fact this is how this science
was born itself – by modeling the most persuasive and effective
therapists and “change agents”. NLP has tools and techniques that
allow you to take what someone is extraordinary at, like sales,
wealth or marketing results, and decode the process into the
detailed steps. This means you can turn another person’s excellent
abilities into a repeatable formula for ANYONE to learn, master
and create similar results. Does this sound like it would be useful
for you to decode your own brilliance into formulas?
You can relate to this like the movie The Matrix when Neo starts
to really “get” the system and all the code of the computer system
starts to be revealed. Suddenly, he can use the inner workings of
the system for his greatest influence over it. NLP gives you the
distinctions you need to crawl inside the mind and patterns of
someone that does exceptional things, and decode how they do it,
so that you can do it too.
For example, if you want to become a successful Entrepreneur,
“sales” is an essential skill to master. There are certain things that
successful sales people do that unsuccessful sales people do not do,

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and if you do not know these, it makes it much harder to sell your
product or services. By using NLP effectively, you can model out
what works in an expert sales person’s world -so you can do more
of what works. People that are extraordinary at sales don’t always
necessarily know NLP, yet they unconsciously do things that, if
they were pointed out, could be identified, replicated and taught
to someone else who was just learning sales.
I have been hired many times to come into a company where the
CEO is the main driving force (and a bit of a control freak), model
out what he or she is doing so well, and teach it to the rest of
the team so they can help the CEO not be a bottle neck for the
company’s growth. This is all capable through the NLP Modeling
Tools. Modeling someone’s talents enables you to save time in your
learning curve. NLP is THE tool that allows you to do this. I’m
not saying it’s the best tool, I’m not saying it’s the most influential
tool, and I’m not saying it’s something that you need. I’m are just
saying that without integrating it into your daily business practices,
including your speaking and presenting skills, you are leaving a lot
of success (and money) on the table.

2. Advanced Communication Skills

Hands-down, the people who are the most influential in the
world are those who have the best communication skills possible.
People have found that the level and quality with which someone
communicates is directly proportionate to how much money
they make. Hint, hint! NLP gives you a set of linguistic tools that
gets you right to the heart of the matter with other people. This
means you can spend more time at the core of the problem rather
than spending time on the surface. It’s the difference between
snorkeling and scuba diving. NLP allows you to scuba dive into
the interrelated web of stories and beliefs that create the deepest
challenges for people (and yourself).

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If you are a coach, NLP helps you discover more profound issues
with your clients and help them find solutions that are more
sustainable. If you are in a leader position NLP allows you to more
deeply understand and influence your team. If you are a sales
person, it allows you to better serve your customers, understand
their needs and help them make better decisions. And on and
on for any position that requires you to use your brain and your
mouth. NLP helps you develop the aptitude to communicate on
such a deep level that you become simply irreplaceable to your
clients and colleagues – and friends and lovers… ha ha. And, they
are willing to pay significantly higher fees to work with you.

3. Understand Yourself
Naturally the deeper you understand yourself the more successful
you can be. A company is a direct reflection of the business owner/
CEO. The more you understand who you are, what motivates you
and how you can shift and change your patterning to achieve more
of what you want – the quicker you can get to the results.
There are unique components that make the style of NLP that we
studied and adapted particularly powerful, which is why our clients
get massive results in their lives. In fact, if you look through our
testimonials online you will notice that people are experiencing
unusually fast and life-changing results: such as making thousands
of dollars (and sometimes hundreds of thousands of dollars) within
weeks of working with us. NLP also allows you to incorporate a
Personal Development component to your workshops, seminars
and leadership. This will set you apart, and deepen the work you
do with your customers, clients and participants.

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Melbourne, Australia - Live Leadership Intervention identifying challenging pa8erns to shi9

The Logical & Not So Logical Levels of NLP

Our NLP is particularly different because of three specific elements
and these are:
• The logical levels of change – in traditional NLP there are
five Logical Levels – in ours there are six.
• Social systems and family dynamics – This adaptation into
our NLP changes the whole game, and it’s what Founder
Carl Buchheit so beautifully added into traditional NLP to
get sustainable change.

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• ‘Think you know but don’t know’ – This adaptation lights up

why we (humans) are so good at being stuck with the things
we don’t want while we struggle to have the things we do
want.
As I share the distinctions of each of these, start to notice how
these can play a role in your life of moving you closer to what you
want. Imagine that you were masterful with these conversations:
how would that change your perceived value with your clients and
colleagues? It dramatically changed mine and that’s why I want
you to know about it.

The Logical Levels of Change

Let’s start with the first one of the three differentiators: logical
levels of change. Traditional NLP has five logical levels of change.
The reason you are reading this book is because you want to have
some kind of change in your life. The reason you would come to
one of our trainings is the same reason. The logical levels of change
are NLP’s relationship to the places where we can actually have
change.
The first one of these is Environment: this means that you can
change/move rooms, offices, houses, cities or countries to change
your life, but your parents are still nuts . In other words you
can change your environment physically around you, but that’s
about all it changes. You might experience an emotional state shift
when you change environments. This is where the saying, “Let’s
get outside and clear our heads,” comes from. Moving to a new
location literally just changes your physical environment.
The second logical level of change is Behavior. Behavioral changes
are any change where you adopt a new behavior around something.
Things like diets, New Year’s resolutions to go to the gym, quitting
smoking are all behavioral changes. Behavioral changes are often
not sustainable. Why? Because change on this level tends to ignore
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higher levels of psychological pressure in the rest of your life. For

example, if you wanted to stop eating desserts in order to lose
weight, but you connect best with your friends when you hang
out and eat cookies, or your family had dessert after every meal
when you were growing up, then there is no way your psychology
is going to support you to eliminate that behavior from your life
without feeling significant pressure (which shows up as guilt and
shame).
Over the years, when participants have asked me about time-
management in our training rooms I have always given a little giggle.
Why? Because this is on the level of behavior, and we actually
know it’s a shallow level of change (I jokingly ask them – “Did you
really come to this training and spend thousands of dollars to ask
me how to manage your time better?” They usually smile and say
“No”. There is always something much deeper behind it).
Behavioral changes usually last for a few weeks (or months), and
then slowly revert back to the old style. You may be sitting there
thinking there have been some behavioral changes that you’ve
made stick in your life. Perhaps you have made a behavioral change
a new sustainable habit over time. If that’s the case then it is either
immense psychological work for you to maintain it, or it was
totally OK for you to have that new result anyway. If it wasn’t OK
for you to have the new results, your behavior wouldn’t have been
sustainable.
This starts to get us into the conversation on higher levels of change.
If someone doesn’t have something in their life, it’s because it’s not
OK with them to have it. Identity coherence is the number one
priority for the psychology of the brain. In other words, knowing
who we are is very important for our brains.
This is why being unclear about your purpose or place in the
world is very disconcerting. There are two terrifying things for
people: 1) to lose everything, and, 2) to get everything they want.
This is where the old saying comes from, “I’m not afraid of failure,
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I’m afraid of success.” Although we have all adopted that saying

into the seminar world, nobody really understands why we would
be so terrified of success! It doesn’t make any sense! (at least not
logically). Hold this thought as we keep moving through the logical
levels.
The third level of change is Capability. This is where you acquire a
new skill or ability, such as speaking a new language. For example,
I love foreign languages and learned several over the years. When
I learned each of these, I learned a new skill. Here is the thing
that you will notice: when you acquire a new capability, such as
learning a new language, you will change your actions and start
speaking that new language. This is also a new behavior, and then
you will find that your environment will change also, as you will
probably visit the country the language is from.
As another example, let’s say you learn how to invest in real estate
(Capability Change) and learn the language that comes with that.
You would probably adopt new behaviors like looking at real estate
(Behavioral Change) on the web, and the next thing you notice
you are doing is visiting new houses – which is a new environment
(Environment Change). When you change on a higher level of
change, then you automatically affect the levels below it. This
might start to make you curious, if you’re going to create the
lasting change, then you’re going to want to go to the highest level.
Hang in there for the highest level of change!
The fourth level of change is Belief. Beliefs are simply the rules you
have made up about the world or other people. All your rights and
wrongs, should’s and shouldn’t’s, do’s and don’t’s about yourself,
others and the world make up your beliefs. Your beliefs determine
your actions, and your actions determine your results.

Beliefs → Actions → Results

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It’s good to know this, and part of the reason all of us should be
engaging coaches is because the set of beliefs (especially limiting
ones in a certain area of life) that we all carry are invisible to us.
Our beliefs have become so ingrained in who we are since early
childhood – we don’t even notice anymore that they are impacting
our decision-making and actions as an adult. For example, most
people believe that when you are asked a question, you should
answer it. We learned this from early on in school – as we were
called on by our teachers to answer a question. It wasn’t like
we felt we had the option to just not answer. If we chose to not
answer we got in trouble, right? So we learned early on that when
someone asks you a question, you answer it… or else there is
trouble. Except, if you apply this belief to sales, then whoever is
asking questions in the sales process is the one who is controlling
the process, which means that if you follow that belief in sales, you
will be less effective as a salesperson. However, if I train someone in
sales to not answer questions they have the immediate experience
they are being rude, disobedient and there is going to be trouble.
Where do you think that belief came from? Right! Childhood!
If you want to be extraordinary in sales, then you will learn to
navigate the conversation and questions in such a way that you
influence your clients to a sale, while also leaving them satisfied.
If your client is asking all the questions and you are answering
all of them, then your client is generally controlling the ‘sales’
conversation, which is often reinforcing to them that they can’t
have what they want. To help someone who wants to be great in
sales, to “not answer the questions their potential customer asks”,
requires them to revise earlier beliefs that they coded in from
childhood. Our beliefs that we carry from childhood are invisible
to us, but completely impact the way that we do business in our
adult life.
The fifth level of change is Identity. This is essentially your beliefs
about yourself. For example, any statement that starts with “I am...”
is an identity-related statement. And we love to spend most of our
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day, internally telling ourselves about how we are. We have the

most amount of negative judgment usually reserved for ourselves
all day long. What I have noticed is that one major perspective
that empowers entrepreneurs is that they don’t see things as they
are: they see things as they can be. Consider that if you are really in
your Entrepreneurial mindset, then you will see yourself for what
you can be.
Identity level beliefs could be things like, “I am valuable, I am
important, I am loved,” or on the negative flip-side, “I’m not good
enough, I’m incapable, I’m a fraud”. People make the fundamental
error of attributing their beliefs about themselves as truths about who
they are. Yet they are only observations, usually from a very young
version of themselves, who was trying to figure the world out, without
any real maturity to do so.

QUICK RELEVENCE NOTE:

If you are wondering how this is relevant to business, notice that

everyone you are doing business with is going through this all day
long. This means if you understood that your clients were having
internal conversations about their identity all day long, what might
be possible about you interacting with them on a different level?
When I started listening to people’s language through the filter of
NLP, and started hearing their beliefs, Identity level, behavioral
issues, and more come out in their speech, I could recruit better,
influence better, and discuss more core issues for them in a sales
meeting.
Where most NLP focuses on doing Identity level change work and
working within the five logical levels as we have just covered, our
teachers noticed that they were doing this and still weren’t getting
the sustainable results they wanted. So my teachers went in search
of higher level change work, and that was when they discovered
the sixth level of change – the Systemic level.

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The Systemic level of change work deals with what ecosystem you
are in and how that ecosystem keeps you sustained in a certain life
that feels safe and helps you feel like you belong. The strongest
ecosystem you are in is your family system. Some of your other
important ecosystems are your friends, your colleagues at work,
the community you live in, any religious or sporting clubs you
belong to, business networks and so on.
Your family system is a special one however, as it takes you back
to the formation of your entire existence psychologically and was
essentially a pre-fabricated box of beliefs that you were born into
that already started creating your world before you were even
there. We also refer to this in our work as family entanglements.
Many participants in our Industry Rockstar Intensive seminar
(our 4 Day Business Building Bootcamp) come in on the first day
and share that they can’t fathom leaving on the last day calling
themselves a Rockstar or expert in their field – even if they are
far beyond expert status already. Many of them are sitting there
saying they know they are an expert, yet if they go and tell their
family and friends they are an expert, they feel embarrassed or
ashamed. I could teach that person a million different ways to
make a million dollars, but if they live inside of an ecosystem
or they stay “entangled” in a family system that doesn’t support
feeling successful or important, then they will either never reach
that level of experience in their career or they will reach it and
sabotage the success once they have it. Each of us will continue to
eagerly avoid what we say we want, or sabotage it once we have
it, in an unconscious attempt to stay in rapport with our family
and ecological comfort zones.
While I am teaching techniques and tools at our seminars, I am
also constantly working with my participants on disentangling
themselves from their systemic entanglements. Only then can they
feel empowered to use these powerful skills/techniques. Otherwise

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they will learn a lot of new information and do absolutely nothing

with it.
NLP helps us understand why different people can sit through
the same course material and have completely different rates of
success with applying it. The more you can understand NLP and
help your clients integrate your strategies and tactics – the better
results they will get and the more your company will thrive. This
goes for all industries and all leadership positions.

The Second Differentiation of Industry Rockstar NLP:

Social Systems and Family Dynamics

Imagine this for a moment. Imagine that you are sitting in a

theatre of completely empty seats – maybe your favorite local
movie theatre. You are sitting in the front row. Now, imagine your
parents sitting behind you – your real blood mom and dad. Now
behind them imagine each of their parents, so now you have your
mothers’ parents and your fathers’ parents sitting behind them.
Now imagine behind them all their parents. Continue to do that
for seven generations of people in your family system. There are
now 127 people sitting in the theatre arranged on the seats by
generations. This is your family system of seven generations back.
Family systems research, by Bert Hellinger, has shown that we can
be handing down the same patterns and issues of our families for
up to seven generations. This means seven generations of children
trying to work out the problems that are going on in their families
and solve their elders problems inappropriately (meaning it is not
the children’s responsibility to fix their parents or grandparents
issues). This means that if you’re struggling with money or success,
it could have originated with Grandpa six generations ago, and you
are actually working out something that has nothing to do with
you. In fact, you’ve taken on this problem for the family, in an
unworkable effort to say, “I love you” and “I belong” to your family.

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Now in every family there is a whole lot of pain, struggle and

suffering somewhere – every family has it (and yes there is love
there too, but this is not what is holding you back). If you just
put your attention there, imagine that in your family system that
“working hard for your money” is a core value or belief in the
family system. Now imagine you are working on creating a passive
online business where passive income is constantly pouring in and
you have all the time in the world to leisure. When you actually
achieve this, suddenly who you know yourself to be is peaceful,
easy going, someone who doesn’t have to work hard for lots of
money to come pouring into your bank account.
Who you are as an identity to yourself and the world would change
to “peaceful, easy going around money – someone who doesn’t’
have to work very hard to have an easy life. Which would put you
completely out of rapport (or resonance) with your entire family
who believes you should be working hard for your money! The
consequence for you is that you would either live feeling really
guilty and shameful, or destroy it all to fit back into the family set
of beliefs. This is called being entangled in the family system, and
seeking to be in rapport with your family ecosystem.
This is exactly what happened to my business partner Jeff. Jeff
came from a poor Hawaiian family where for the first ten years
of his life, his parents were so poor his Grandmother was bringing
over groceries. His family was “people of the land”. They worked
hard and didn’t make much money. Around the time Jeff was
about 12 years old, his father created a company that ended up
getting purchased and even though they created a lot of money,
his father continued to work really, really hard because that
foundational belief of working hard for your money was in the
family system. Jeff’s father became one of the Founders of oDesk
(one the largest global outsourcing companies), which made him
even more successful – and Jeff remembers his father continuing
to work really, really, really, really hard! (Just for the record, Jeff’s

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father is one of the smartest, sharpest and sweetest men I have

ever met. I am just demonstrating family entanglements.)
So working hard is a core value in the family system and is one
that will feel weird if someone in the family is not experiencing
“working hard”. Now here comes Jeff, who by 24 years old had
amassed tens of millions of dollars in real estate, flying around in
private jets, driving Porsche 911’s and partying in wealthy people’s
houses and not working hard to make his money. Jeff even shares
that, despite it being a great way to live, there was another part
of him that felt very guilty (this is one of the primary emotions
of a person who is living outside of the family systems values into
which they were born).
There is a quote by Bert Hellinger, a very famous family psychologist
that outlines this perfectly, “In a family of thieves, the child who
doesn’t steal will feel guilty.” Jeff had literally stepped outside his
family’s beliefs around working hard, and he swears that it was his
unconscious impetus to choose just the right investment to help
him lose all of his money – so that he had to work hard again.
When he lost it all, he said he actually remembers a sense of relief
where he could comfortably belong back in his family system.
In order for Jeff to ever really be able to have the sustainable
success he wanted (and simultaneously) the experience of success
he wanted, he had to go to work on setting himself free from the
family beliefs of having to “work hard”. After recognizing and
shifting this in the work Jeff did in NLP, he was able to quickly
bounce back and create millions of dollars a year within a few
years – without the guilt and shame and the sabotage patterns.
You will essentially know something is NOT okay for you to have,
through two indicators (you will also notice these same things
going on with your clients in the areas they have been stuck in for
a while…):

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1. You continue to find obstacles to put in your way of

achieving what you “really” want.
These obstacles will occur like they are real for you (like you
don’t have enough time, money, ability, etc.) but they are not.
People complain all the time they don’t have enough money
for things – but that’s not a real obstacle and everyone knows
it. It occurs like a real obstacle.
With enough motivation and pain, anyone would figure out
how to make money appear at any moment in time. It’s the
drive to make it happen that one needs to get connected to…
if you are driven to get something done. You are infinitely
resourceful – it just depends on whether you are willing to
step into your real power as an individual.
Notice I say “individual” – this is because if you are after
something that is not OK to have for your family system then
you can “power through” your own discomfort or emotional
risk to get it – but you will end up doing number two below…
2. You destroy it or sabotage it. If you have enough will power,
and smarts you can create what it is you want. But if the
experience of having it is not resonant with your family
system (or congruent with your sense of identity), then you
will likely destroy it or sabotage it.
For example, imagine a person who is from a long line of family
generations of people who do not feel loveable or important.
That person will be “certain” they are not “loveable” and carry
the identity of “I am not loveable or attractive” from being
entangled into their family’s beliefs.
How do you think things will go when they are in a relationship
of someone giving them massive love? They deflect it, or don’t
experience it until that person goes away. Then the person carrying
the “I am not loveable” identity says. “See! I knew it – it’s true – I’m

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not loveable”…except they created that result by being consistent

with their identity and their family system. If you are wondering
where this stuff plays itself out in business and leadership – then
notice that every time you walk into a sales meeting, meeting
with a client or stage presentation that you are bringing all of your
entanglements with you. (At this point you might be having some
real aha’s about your own life – but check out the next section…)
Really smart people like to specialize in both (more obstacles
and sabotage)! We are all human beings and so we all do this on
whatever level we are currently at, as we are trying to achieve the
next level of our life. For example, if your goal is to create a $1
million a year company, and you are only earning $100K a year in
your practice right now, then you’re dealing with it at this level.
Let’s say you then created this $1 million a year company. Now, if
you’re then looking to create a $10 million a year company, you
are dealing with new limitations again. And so on. You are always
dealing with what is systemically safe for you to have within the
ecosystems you live within. The saying “Your net worth is your
network,” is fun and cutesy, but the real question is, how did you
establish that network?
People always think that if you want to become a billionaire or
millionaire, then you need to think like them – but you don’t.
You need to let go of all the things sabotaging you from your
innate ability to be a billionaire or millionaire. Being a billionaire
or millionaire is about having an infinite relationship to money.
You don’t become more infinitely resourceful, you become more
willing to tap into the infinite resources without the guilt and
shame and be the resourceful person around all the people in your
life who are not resourceful. This is usually when people around
you start saying things like, “You’re crazy for thinking like that…”
How many times have you had people around you tell you that
your idea is crazy! And how you shouldn’t be wasting your time
on those ideas? That’s because they have no idea how to turn it
into a success.
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Tell a good idea to a successful entrepreneur and they will grab a

napkin and sketch out an entire business and revenue model for
how you are going to get there. If you want to be a millionaire you
must surround yourself with them (change your ecosystem) – and
then be willing to tap into your infinitely resourceful self. Here’s
the really interesting thing and maybe one of the best ah-ha’s for
you out of this information:
What is not “ok” for us to have… is an “experience of ourselves” or
an “identity” that is contradictory to the family values and beliefs.
In other words, you will have a very unsustainable time experiencing
yourself as ultra rich, if you come from a family that is ultra poor
and believes that money is evil. In that ultra-poor family is one of
the core identity beliefs that have probably been running around
for generations: “I am worthless” or some variation on that theme.
If someone comes from a family that has that identity in the family
system (meaning mom or dad feel that way, or Grandma and
Grandpa feel that way), then you will carry that as well.
I hope you might be having some insights not only about yourself,
but perhaps why your clients do the things they do, sabotage
themselves in the way that they do, and feel stuck the way they
do. What we do as humans is we create physical world results as
the solution to our identity problems. For example we often think,
“When I am rich I will be valuable and I will have proof”. This is
fine, except we all know that physical world stuff does not change
our relationship to our core identity. But, if you have those two
things connected together: Being Rich, and Being Valuable, then
your mind, system and body will not let you become rich, simply
because it is NOT ok for you to experience yourself as valuable
now.

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Live Hot Seat – re-strategizing a participants business in the Industry Rockstar Intensive

How I Use This and How You Can Too

One of the ways I use NLP with our clients and participants is to
disconnect the connection that being rich has anything to do with
being valuable. Once a person’s brain can truly get that getting
rich will having nothing to do with changing their identity from
valueless to valuable, then they will actually immediately start
making money (since they had been sabotaging this process until
this new point of reference was established in their brain). This is
how we get such fast results with our participants. They have done
90% of the work, but I help them wire up and access the other
10% of resources they need to achieve the wealth they want.
Now, this lets them make money, but it does not deal with their
feeling of “worthlessness”. This, which (I think) Tony Robbins has
noted for 30 years, is the point at which people reach their goals and
then say “Is that all there is?” I believe shifting your core identity
to feel complete and full in regards to your life could easily be a
lifetime of work. This is great work to do, and I encourage everyone

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to spend their life’s journey working on the expansion of their own

consciousness and psychology but in the mean time I make sure
our Industry Rockstar clients are making tons of money along the
way, so they can keep funding their personal development journey.
If you spend all your time transforming who you are, in order to
create money, then you might notice that at some point you need
to rebalance. Sometimes you just need to actually sell, negotiate,
market, build products, brand, and get grounded into the world
of business. Otherwise you could go or stay broke your whole
life trying to transform yourself first. On the flipside, if you have
immersed yourself in only business trainings to make money, it
might be just the right time for you now to start spending time
on your psychology, mindset, identity creation and other personal
development type conversations. I strongly believe it is the marriage
of both Personal Development and Business Strategies that is
paving the way for the next generation of successful entrepreneurs.
The consciousness of the world is progressing. And as economic
times rise and fall, more people are turning towards doing things
they are passionate about on a daily basis, and refocusing on the
truest form of real value: connection with each other. The paradox
is that you can’t take all the riches with you when you die, and
the more wealth you build, the more you can help people and
leave a dynasty to your children. As I raise my four year old son, I
explain to him that he is here to help people, and that he will be
very fulfilled, as long as he is in service of others and helps people
as much as he can. I will talk more about social responsibility in
business later in this book, but ultimately, when it comes to NLP,
the more you understand human psychology through the study of
NLP, the more you can influence and help others actually achieve
what they want.

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The Third Differentiation of our NLP: Think You Know but

Don’t Know

The third and final element that separates how I utilize NLP, from
the rest, is in the concept of blind-spots. The conversation that
everyone has been so enamored with for decades is noticing our
“blind spots”. Although there is a lot of value in knowing what
your blind spots are, this is not actually what I notice is the primary
area holding people back. There are traditionally three areas that
people look at for knowledge in the world: First, there is the area
of what we know we know; such as how to speak, drive a car, walk,
etc.
Then secondly, there is the world of things you know that you
don’t know how to do; such as speaking another language, doing
brain surgery, or flying a plane if you’re not a pilot. However, you
know if you did want to know how to do those things, then you
could take classes to learn. Most people spend their life trying to
reduce the area of what they know they don’t know, by learning
and expanding the area that they know they know. Despite this,
these two areas have nothing to do with being able to create major
change. If it did you would already have figured out how to do it.
The third traditional area that all us personal development junkies
talk about is, the stuff you “don’t know that you don’t know”, also
referred to as your blind spots. However, again, this is not the most
dangerous area from which people operate. The area that I work
on that is even more potent, is the area where you think you know,
but you actually don’t. This is where we have collapsed two areas
of life inappropriately together. I call this Collapsed Domains!
For example, if you believe that what you’re passionate about is
not necessarily something you make a lot of money in, then you
have two areas of life inappropriately collapsed together. One is
called ‘money’ and the other one is ‘passion’. They have nothing to

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do with one another. And as long as you are “certain” you are right
about that, then nothing will ever be different.
Naturally, it is more than possible to do what you are passionate
about and make an infinite amount of money at it. I and millions
of other people are solid proof of that. When someone has those
two beliefs/domains collapsed and they are “certain” they are right
about it, then there is no changing that. This belief is mostly what
we notice we are coaching on in our workshops. Beliefs that people
hold that are not invisible to them, but that they are certain are
right. There is no point in training anyone in any skill or technique
if they are certain that they cannot have the result that they want.
What I have noticed over the years of working with so many people
worldwide is that we as human beings tend to flip back and forth
between:
1. Being hopeful about having some result (by putting
obstacles in our way or sabotaging it)
Or,
2. Deciding that we are right about it not being able to work
out for us.
I can easily watch people go from hopeless (in number one above)
to apathetic (in number two above). Either way, it doesn’t have to
be like this. NLP allows you to (if you’re a coach) become one of
the most sophisticated change agents in the world and help people
escape this cycle – including yourself in the areas where you feel
stuck. Anywhere that people are stopped in their lives is an area
where they have inappropriately collapsed two or more domains
together and decided something they are certain about.
One of the most unbelievable and freeing experiences I had was
when I started working with my first business coach, and realized
that practically everything I had bought into as “right” about how
the world worked was “wrong”! Everything I was “certain” about in

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regards to success, making money and life had to get revised so that I
could actually start creating success the way the Universe intended
– the path of least resistance! I realized I was literally blocking
my own success by being “certain” about how the world worked
instead of being in a constant state of discovery and questioning.
Our race to certainty as human beings so quickly creates the cage
we are trapped in – not the platform that will set us free.

Collapsed Domains
If you are feeling underpaid and overworked, then you have collapsed
two domains and believe that making money and working hard go
together. In fact, we noticed this over the years: making a little bit of
money is hard. Making a lot of money is easy. Start to notice the areas
of your life that are potentially collapsed inappropriately like this.
(I’ll give you a hint – wherever you feel like you struggle to achieve
things is an area that has a collapse going on).
For example relationship experts often help people who want more
fulfilling relationships to un-collapse ‘love’ and ‘sex’, because they
are different domains even though they can impact each other. As
humans we often confuse domains that impact each other with
domains that are directly linked to each other. For people who are
often struggling with money in our rooms, selling their services and
products is collapsed with hard work. For them, making a lot of
money is very hard because of this.
I learned from my first coaches that the more you understand
yourself, the more successful you become in business. Whether you
become an NLP guru to understand yourself more, or apply NLP in
your business, it is one of the most profound things you will study
and learn in your life. We, at Industry Rockstar would love to be the
ones to teach it to you as we have a very distinctive approach. But
either way, get yourself involved now.

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Consultant
“Winners who want even
more out of life.”
Chicago Tribune – Chicago’s Largest Newspaper

T
here is an unfortunate blurring in the world of distinctions
between consultants, coaches and mentors. The reason that
it is unfortunate is because each one is a valuable position in
and of itself. When one is thinking they are occupying one position
but they are really in another, they can’t actually have their client
receive the full value of what they are delivering. This leads to
them and their services becoming commoditized and lowered in
value by the client.
For example, if you are a coach acting as a consultant, you won’t
be able to earn as much as if you are a coach acting as a coach. The
same applies in reverse – if you are a consultant, trying to coach
– your clients will be unhappy. This happens all the time though
– and mostly with coaches and consultants not even realizing they
are doing it. The highest paid coaches and consultants in the world
clearly understand the distinctions of what it means to be a coach,
consultant or a mentor, and they can powerfully switch in and
out of the roles as necessary in order to help their clients move
forward.

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In my opinion, “consultant” is a fancy word for teacher. A consultant

comes into an environment, assesses what is not working – based
upon their expertise and then adds a new strategic or tactical
approach (or action) that wasn’t taking place. Sometimes as a
consultant you might guide the client on how to implement a new
action or solution.
My definition of occupying a consultant’s role is when “what you
know is the biggest value or asset in the relationship”. In contrast,
a coach is the exact opposite: what a coach knows is actually a
liability to their client.
If you are occupying the opinion space of “I know”, and are sitting
in the experience of knowing something, then you are a consultant.
If you are sitting in the experience of “I don’t know” or “What I
know doesn’t matter,” then you are a coach. If you are sitting in
the space of “I have done it before,” then you are a mentor. I define
a mentor or advisor as someone who has been there before and is
doing what you are trying to do now.
So, to get clear about where there is value for you in these
three areas: if you have some good expertise, advice or wisdom
(theoretical or in the field experience) – you could be a consultant.
Please note: you do not need to have created the results that your
clients want yourself, to be a consultant. I have noticed this stops
a lot of people from leaving their jobs or starting a consulting side
to their life or business.
For example: If you know a handful of cool things about sales, and
there is a company down the road that has a turn over of $1M a
year, and they want to train their sales team to gross more money,
you do not have had to own a company producing more than $1M
a year to train the sales team. Most people have a belief that they
must have created massive success in their own lives before they
can consult. This is where the confusion between consulting and
mentoring comes into play. You can consult and teach anyone that

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is behind you in skill level, or capability in a particular area that

you know a lot about.
If you are an MBA student, you could be helping business owners
who don’t have a lot of business background understand their
financial systems better, or look for higher grossing markets. If you
have a background in communication between people, you could
help couples deepen their relationship through communication.
You might even be single, but are helping couples have better
communication by teaching them, for example, non-violent
communication skills. If you think you need to be happily married
to work with couples on their communication skills, then you are
confusing consulting with mentoring.
The point is that people get hired all the time – and paid tons of
money – to share their expertise and their knowledge with others,
regardless of what their personal results have been. Having clients
with great results helps in the sales process for sure – but you
personally do not need to have created the result your clients are
looking for when you are hired to consult.

The Coach
As a coach, you are not hired to teach or give advice. This might
be a real shocker for you. If you are hired as a coach and you are
giving advice, then you just changed roles to a consultant. Now,
I’m not saying that offering advice in a coaching session might
not be very valuable for the client. I just want you to be crystal
clear about which role you are taking on (when you advise you
are always being a “consultant”). If you advertise as one type and
then occupy another, it will usually turn out very poorly for you in
terms of results.
One of the reasons the coaching profession has gotten a bit of a
bad reputation over the years, is because many coaches give advice
and think they are coaching. That is NOT coaching. . When you
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are coaching, – nobody cares about what you know – and you
shouldn’t care either.
As a consultant, you will stop getting paid when “what you know”
runs out. This is why even great consultants will have a shorter
lifespan with the same client than a great coach. As a coach, you
are helping the person with their human being side. As I refer to it
– Consultants often work on the more technical skills (capabilities,
strategies, tactics, etc.) where coach’s work on the softer skills
(communication, leadership, team interaction, etc.). We will get
more into this in a moment…
You might be asking – where does that leave a mentor? What does
a mentor do then? The only distinction of a mentor to me is that
they have been there before in doing nearly exactly what you are
doing. When I was broke and on my couch in my office and I
met my first awesome business coach, I saw that he was really a
consultant, mentor and a coach. He would teach me (consulting)
how to sell, by training me in selling techniques. Then he would
help me distinguish where I was afraid to take action in sales
(coaching) and help me work with those fears so they did not
sabotage my ability to sell. Finally, he could strategically help me
guide the company, because he had just sold a company that was
roughly identical in nature to the one I was building (mentor).
If you use these three distinctions and are clear about which
position you are in at which time – then you will be able to greatly
raise the success rate, value and longevity of your customer and
client relationships. (By the way – as I asserted that last sentence
to you, I was consulting!)

The Most Valuable Level of Coaching

I have a particular love of the field of coaching because it gets into
a very personal level of life for people. Although I get hired all the
time to consult on strategy and design of businesses, I really love
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getting down to the human stuff with people. I feel like there are
lots of good strategies and strategists out there for any problem.
There are always lots of ways to solve a business problem. So,
ultimately the thing that really excites me is getting a strategy that
works integrated into the person’s life who wants results. As soon
as we integrate the strategy into their life, that’s when the human
stuff shows up – like fears, concerns, doubts, and so on. Those are
also the most powerful issues to work on with people… or at least
I love it. I realize it is not for everyone. However, understanding
the tools and techniques of top coaches is essential for massive
growth in your business and professional life.
One of the most unfortunate concerns of people, who want to be
top coaches, is that they have not achieved enough to be a good
coach. This is ridiculous, because you don’t hire a coach because of
what they know. You hire them because of a completely different
reason.

Why Hire A Coach: It’s Not What You Think

A coach gets hired for two reasons. The first one is because
they are not the client. I know that sounds funny, but really, we
cannot see the areas we are convinced we are right in… that are
screwing up our life. We (people) often don’t see our own sabotage
patterning and how we consistently run from success. So if you are
not your client, then you can coach – and you have passed criteria
number one (this means no more “self coaching” – it’s not truly
effective. It’s great to learn skills to manage your mind better, but
top performers know they MUST have a good coach). The second
reason the coach is hired is that s/he is willing to experience the
parts of his/her client that the client is unwilling to experience.
You might be asking, “What on Earth does that mean, Kane?”
This means that if you want to coach someone, they are going to
have areas that they don’t want to deal with about themselves.

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They essentially avoid these areas at all costs. If you are willing to
be engaged in conversations about those areas, dive into the fears,
emotions and concerns related to those areas, take your client on
an exploration of those areas, and actually sit in the shame and guilt
they hold in those darker areas of their life – then you can be an
incredible coach. As it turns out, most coaches do not do this. They
are not willing to go there, and do not get long-term sustainable
change with their clients because of avoiding these areas.

Your clients will hide in your own shadows.

The areas, conversations, emotions, and experiences that you are

not willing to experience yourself is exactly where your client
will go to avoid facing their own stuff. This is why the coaching
profession is so exciting for leaders and for people who are addicted
to self-growth – because to become better at it, you must continue
to explore all areas of yourself.
As an example, I was just recently working with a client who is
very accomplished globally (I’ll leave the details out for brand
protection). Every time we started talking about selling or earning
money, she would start telling me stories and getting side tracked
into another story. She would then become confused before
becoming frustrated and, finally, angry. After a few times, I could
tell this was the perfect sabotage pattern for her. This woman had
massive exposure, with endorsements being thrown at her, a huge
possibility for financial success, and more. But she was very adept
at making sure she never made a lot of money out of all her success.
It was literally amazing to watch her go through this process so
reliably every time.
You will begin to marvel at how masterful your clients are (and
humans in general) at working hard to make sure they don’t get
the very thing they say they want. As a coach, when the matrix
starts deconstructing, you start to see human behavior from a very

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different place. In order to make a difference with her as her coach,

I needed to discuss this head on. If you are not willing to dive right
into the areas people use to manipulate the world around them
(and themselves to sabotage their own success) you will have a
hard time getting great results with your clients.
I pointed out that a confused, angry side/character really comes
out of her when we talk about making money. I asked her what
would happen if we switched characters when we discussed making
money. She agreed to try a different character. So we tried a fortune
teller character. She immediately stepped into this character play
and started creating a future for herself with products and services
she would have as this character. It was marvelous and changed the
game completely for her. She really got a chance to step outside of
herself and the next day after the session she closed her first new
client.
The more you personally develop and the more of your dark/
shadow* side you are willing to explore, the better the coach you
become. So if you are someone who is looking to peel back as many
onion layers on your consciousness and your evolution while you
are on Earth, this is the best job in the world for you. Regardless
of what you actually do as a job all day long, the skills of a coach
are essentially the skills of the top leaders, influencers and change
agents in the world.
(*“Shadow Work” is a whole body of work exploring the areas
of our life and personality we typically hide, from ourselves and
others. Although we will not explore shadow work in this book,
if you are a coach or leader, it is imperative to look at this body of
work for greater success).
Now, there are four levels of coaching and I will list them from
lowest perceived value to the highest perceived value. These are:

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1. Motivational Coaching
This is where the job of the coach is to keep you motivated.
This is the lowest level of perceived value of coaching, however
I’m not saying this isn’t valuable coaching. Motivation is very
important for success. It’s hard to be successful if you are
not motivated. However, in regards to the other areas of
coaching, this is the lowest level of perceived value. Here’s
why: because inherent in this conversation, as soon as you
go away as the coach, so does the motivation for your client.
If the source of motivation is from you or the coach, then
as soon as the coach isn’t there, the motivation leaves – and
people aren’t as willing to pay high rates or a lot of money for
a result that is temporary.
2. Accountability Coaching
Accountability coaching is a style of coaching where you are
hiring someone to help you stay on track with what you’re
supposed to get done. It is someone that you check in with
– usually on a weekly basis – to help keep you accountable.
Essentially, the consequence is that you have to tell someone
else that you didn’t get your tasks done – and that usually
keeps people “more accountable”.
This style of coaching inherently has issues because as
human beings, we don’t really like to be held accountable. It
also reminds us of the humiliation we experienced in school
when we didn’t complete our work. It can be embarrassing.
I also don’t really believe that other people want to hold us
accountable, because there is nothing less fun than calling up
a client who you’re supposed to be having a good relationship
with, and acting like their parent. It tends to generate a weird
power struggle in the relationship where clients are hiring
you to essentially discipline them.

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Having an accountability “partner” is a great idea – someone

that is a friend of yours who you call up once a week and
talk about what you are promising to get done. A lot of
successful people have this, but I’ve actually found there is
more success in doing this with a friend than there is in hiring
an accountability coach. I’m also not saying it’s not valuable
– you have to be able to be accountable. And, having a coach
that will act as an accountability partner as one part of their
work can be valuable to a client.
However, I know that people who come to our trainings
want to be among the highest paid coaches in the world –
and therefore must go beyond this level.
If I might use a metaphor here for a second, many clients
confuse their coach with being the engine of the car, and
they’re not – they are actually the steering wheel. A coach
can only help you steer your moving car. You cannot steer
a parked car, which means that if you are an Accountability
Coach then part of your job is to be the mechanic looking
at why the car stopped is stopped from moving. I personally
find that conversation boring with clients – and I usually fire
clients if they stop moving for too long.
It should be obvious that it is very difficult and not sustainable
long-term to be in a leadership position, without being
highly accountable yourself. The most successful people in
the world, who come to us in our trainings, are people who
already have a very high level of accountability – this means
this form of coaching (for highly accomplished people) is not
very valuable to them.
3. Execution Coaching
This type of coaching is when someone is doing what they
are supposed to be doing (the car is in motion), but they
aren’t doing it well enough. They are following the steps, but

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they want to raise the bar on their actual results. I love having
conversations about raising the bar on execution – because
it means things are happening and they are on the verge of
changing.
For example: When a client comes to me and has been out
in the world having meetings but is unable to close clients
on their one-on-one services – this necessitates an execution
conversation.
Taking action will always lead you to somewhere great,
even if you’re not having the results you want to right now.
Execution coaching is all about action, and how you can
work with clients on what they are doing, and what they can
do to improve their actions for results.
I say this so often in our trainings, but only a handful of people
get it. If you just take action you will have some results. They
might not be the level you want at first, and they may even
be bad results. But, if you just get some results, then a good
coach can help you quickly get to the level of results you
want. Without any results, if you never pick-up the phone to
call people, if you never ask for twice as much, and so on, not
even the world’s best coach can make a difference with you.
4. Leadership Coaching
Leadership Coaching is the highest level of coaching available.
It deals with who you are in relationship to yourself and other
people to produce results. It includes who you are perceived
as in the world, and your ability to influence people and
create followers.
Leaders are obsessed with achievement, having huge reach in
the world, and an ability to mobilize followers to take action.
Leadership Coaching has the highest perceived value, and
what I have noticed over the years, of coaching everyone from

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start-up’s to Fortune 500 company Executives and CEOs, is

that companies over $1 million (USD) a year in turnover
start to become obsessed with the topic of leadership.
This magic number seems to be the point at which leadership
of the senior management and emerging leaders actually
becomes a real obsession. It’s too bad it seems to start there,
because what I learned on my couch, at 22 years old from my
coaches was that the whole game is leadership.
Being effective in Leadership coaching is essential to work
with the wealthiest and most successful people in the world.
It is the entire conversation that is occurring at the top –
their ability to lead, and their ability to create and train their
emerging leaders. This is one of the reasons I have always
guessed why Tony Robbins has said he’s not a motivational
coach. It’s because he’s not – he is a leadership coach. In
many of his courses which I have attended, he often says,
“This is a leadership course” because that’s the top level of
work that will make a difference in your life. And he is clearly
one of the greatest leadership coaches in history. A company
rises and falls on leadership – in fact a company is a direct
reflection of the senior leaders (often mainly the CEO).
Investors/Venture Capitalists invest in good management
teams (not ideas). Good leadership is essential at the top.
That means when you specialize in leadership coaching, you
will always be positioned to work with the top people in an
industry.
In regards to other types of coaching such as Life Coaching,
Relationship Coaching, or Health Coaching, these four levels
will fit nicely right into those topics. For example, if you are a
Relationship Coach, you can work on what they are actually doing
in their relationship and how to shift it to get a different outcome
(“Execution Coaching” in Relationships). Or, you can help them
examine who they are being as a leader in their relationship, which

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inherently contains accountability (“Leadership Coaching” in

Relationships). You cannot be successful in any area of life without
embodying leadership characteristics and traits.
It’s not in the scope of this book to train you how to actually be
a top coach; we do that in a six month course called the Coach’s
Masterclass. The reason we are writing about this now is to get you
oriented in the direction and conversations you need to be in so
you can change the perceived value of your coaching (or consider
getting started as a coach!). This is also for you to understand how
valuable coaching can be, and even if you have no interest in being
a coach, you can understand how valuable the skill-sets of top
coaches are, which I highly recommend that top entrepreneurs
study. This includes having a top coach for yourself.

Coaching People Inside Of Your Ecosystem Is A “No, No”

Many top executives have gotten wind of how important and

valuable a top coach is to them on their team. They are essentially
as valuable as a Board of Directors or Board of Advisors, who to
be clear, are not your coaches. These are your advisors, which is a
completely different resource.
As a coach, you cannot coach anyone inside of your family,
business or circle of friends; in other words, anyone who is inside
your ecosystem. The reason for this is that you will not be willing
to be “ejected” from that system. As a coach, you will need to be
truthful, potentially confrontational (if that’s useful for the client
to move forward), and this will naturally be hard to do with people
you care about, you are close to or you are dependent upon for
your income or life. You have to be willing to do, say or have
anything happen in service of the client getting the results he/she
wants – and the dynamic of having a personal or other entwined
relationship somehow reduces your effectiveness with that person.
You can be a mentor or consultant – but true coaching is off limits

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for people in your ecosystem. This includes trying to coach or

change: mom or dad, husband or wife, lover, business partner, etc.
Just get an awesome third party coach to help them with the real
stuff that needs to get changed.
I even travel the world with a performance coach in every event I
deliver so that I can get impartial coaching from him to continuously
improve the way I am interacting with the participants. We, at
Industry Rockstar, are always looking at how to be more effective
in creating deeper change in the training rooms.
You also can’t coach someone who has not asked for coaching, just
like you cannot change someone who does not want to change.
A coach helps people to move their steering wheel to go in the
direction they would like to go. In other words, the better the
coach you are, the better the influencer you are. As a coach, what
you are after is to help people (that want help) have sustainable
change in their results or in their experience of life without having
to remember to be different. If they have to continue to go through
a break-down and break-through process, then the coach is not
properly utilizing the powerful tools that are available today. A
top coach helps people have sustainable shifts and changes in their
behavior and in their results.

The Art of the Highly-Paid Coach: 4 Specific

Structures

MYTH – The be!er the coach you are the more you get
paid.

There are a few core distinctions that we think every coach should
have right now to shift their ease of meeting and courting new
clients, closing clients, and setting up a long-term relationship
with that client. Remember how we spoke earlier about raising

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the lifetime value of your client? Once you raise your rates to the
highest possible, the next way to raise your lifetime value of your
client is to work with them a long time! The longer you work with
your client the more you earn from that client.
Many coaches think that that their ability to maintain a paid
relationship with their clients over the long term has everything
to do with how good of a coach they are. As it turns out, it has
everything to do with how they set-up the relationship from the
beginning. The following structures were things we noticed our
coaches were doing, and when we changed our own coaching
structure, it made a huge difference to the length of time we
worked with each client (and therefore, the effectiveness of the
relationship):

Structure #1 of a Highly Paid Coach:

Charge Per Month or Per Project
When I am training people who want to become top coaches, the
first thing I have them do is stop charging their clients per hour
or per session. In other words, they stop charging clients for their
time and they start charging for their value.
What that looks like is charging per project or per month. I don’t
know about you, but I personally hate paying people for their time.
It feels like I’m dealing with my lawyer or my accountant – and
you don’t want to get me started talking about how I feel about
them! When I’m paying someone for their time or by the hour, the
constant thought I have in my head is “How quickly can I get rid of
them?” This is a bad arrangement for coaching people on intimate
topics and issues. So if you normally charge by the hour, it’s time
to start charging by the month or by the project.
Also, if you charge by the session then switch this, because you will
find people miss less sessions, stay with you longer, and won’t be

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deciding every session if that was worth what they just paid. That
per session thing also feels icky. It feels like every time I get a service
and pay for it per session, that essentially I’m done. Then I have to
resell myself into the next session. There is no commitment from
the client. Just like you don’t pay “per day” or “per hour” to rent an
apartment or house, it should be the same for your services. You
are on a retainer with them and you are there to help them win.
As it turns out, people prefer this. It’s cleaner, when it comes to
dealing with money, and it puts everyone at ease so you can work
with them more effectively.

Structure #2 of a Highly Paid Coach: Contextualize

The Engagement For At least A Year
Next, we usually contextualize our coaching to tell our clients that
we would like to plan to work together indefinitely. This happens
either until they sell their company or one of us dies… It’s a little
joke, but it is to set up the framework of working a long time
together. The same applies to other areas outside of business. Even
if you are a Health coach, tell them you want to work with them
indefinitely on their health (maybe leave out the dying part if you
are a health coach ).
So, we start with indefinitely, but then we continue to chunk it
down into a smaller time frame and ask the client to commit for a
minimum of a year. Here’s why…we have found there is something
that really goes on for people around the three to six month mark.
This is that it usually takes about three to six months for their real
patterning and long-term sabotage issues to come up. Where most
coaches end up with their clients leaving them in about three to
six months, we have already contextualized the relationship to last
longer than that and gotten a commitment.
There are a few other tricks in the bag, (around deposits, and opt
out periods) but right now I just want you to contextualize the
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relationship for the client for a year. When you tell them you are
going to work with them forever, it’s not tangible enough. So they
need one more concrete chunk of time to get their minds wrapped
around. When you tell them you’re going to work with them
forever but you are going to have them commit for a year to start,
you have now contextualized the relationship.

Structure #3 of a Highly Paid Coach:

Charge Rockstar Rates
Coaching that is based upon value rather than time will always
have an element of a “leap of faith: for the customer when they are
signing up. There is no reason to ever give your clients guarantees,
since no guarantees exist in life anyway. In fact, we have already
established that the clients are the ones responsible for extracting
the value out of their relationship with you. This is exactly why
you don’t need to be “giving them value” as a coach. The client
needs to be extracting that from you and the relationship with
you. In fact, the more that you charge your clients, the more value
they will magically extract from your meetings and relationship.
Remember: When people pay a lot, they pay a lot of attention.
Therefore, charge your clients “a lot of money”. This is sort of
par for the course of being positioned at the top. You cannot be
positioned at the top, if you are charging rock bottom rates! So
make sure you charge a lot of money for what you do. Whenever I
have started a new career in a new field, I always went and found
the most expensive people in the market and then priced myself
just below them to get started. Now, I’m not talking about the full
on celebrities, I’m talking about the high achievers and top of the
industry just under the superstar celebrities. (Super celebrity rates
are usually from years of investing in brand building and exposure,
not because they are any better than anyone else at what they do.
It’s just brand and marketing!)

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So, do yourself a favor and start your rates at the top of your
profession or just under the top. Rockstars charge Rockstar rates.
If you are not expensive, then you can’t command the perceived
value in the marketplace of you being at the top.

Structure #4 of a Highly Paid Coach: Reduce The

Risk (For The Client To Take The Leap Of Faith)
Don’t give your private clients any explicit guarantees, but have
them feel that you are the one taking on the risk (because you
are). It is your risk that they may not actually do anything they say
they are going to do during the relationship. I am very upfront and
clear with my clients by saying, “The only thing that will make this
relationship not work is if you don’t do anything. As long as you do
something, our relationship will be awesome for you.”
Since buying coaching has the customer experience a “leap of
faith” (and since you don’t give guarantees), you can reduce their
financial risk by doing two things:
1. First, let the client know that you are going to be tracking
progress monthly. Invoice them monthly, and let them
know that if they ever get the invoice and they are not
happy with your service, they don’t have to pay your
invoice and the relationship is over. This eliminates the
client’s doubts about the risk they are taking by investing in
coaching with you.
2. Second, put your client’s attention on their results. Your
client is buying results. The more you talk about the
process, the more commoditized you are going to get. One
of the biggest mistakes coaches do during the selling process
is talk about the coaching process; no one cares about the
coaching process, they care about the results.

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BONUS MATERIAL!!!

I can’t help myself from sharing this with you. It has been so
valuable for our coaching participants over the years – so you
MUST know this now!
There are three levels of results. You must address all three levels
or you will get less for coaching than you should:

Level 1 – Tangible Results

These are the tangible results that a person gets, from working
with you: For example: manuals, money, ability to travel, weight
loss, increasing his/her net worth, etc. If you are having trouble
closing more clients, focus more on these!

Level 2 – Emotional/Experiential Results

These are the emotional results that a person gets from working
with you: For example: excitement, enjoyment, playfulness,
vitality, energy, fun, etc. Anything that’s emotional, that someone
gets from working with you lives in Level 2.

Level 3 – Spiritual Results

These are the highest level of results a person can experience,

working with you. It deals on the highest level of human wants
and experiences. For example, freedom, safety, love, appreciation,
fulfillment, power, abundance, etc.
What we have noticed is that people who spend too much time,
on level 2 and 3, leave their customers with little sense of what
they are “actually getting”. People who spend too much time on
Level 1 (And ignore level 2 or 3), have people that take a long time

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to decide because there is no emotional engagement in the sale for

them. Make sure to evenly discuss and engage your clients in all
three levels of results in order to have them take faster action.

Shi% & Succeed!

Shifting a few of these small structures will literally change the

amount of money you make in your coaching practice alone.
You will make more money as a top coach than a consultant or
mentor (in fact it’s not uncommon for mentors to do it for free or
a percentage of the results in business). In our Rockstar programs,
our Industry Rockstar trainers continue to teach you how to
package up your products and services and how to deliver them at
a world-class level.
***A quick note about guarantees: I will offer guarantees of “money
back” in a group training program or workshop, especially when
I present and sell from the stage (or webinar, etc.) – but never in
one-on-one coaching or consulting. I do this because I am often
requesting people to make decisions quickly for promotions we
(Industry Rockstar_ are running when I present at an event or in a
workshop. It’s rare, but occasionally, someone who really shouldn’t
be in a program finds their way in. In a group selling environment,
naturally, you cannot interview every person (like you can for one-
on-one coaching) and you always want to make sure your clients
are taken care of. Offer a guarantee when you sell your group
coaching or workshops. You will find that it’s rare anyone ever asks
for their money back as long as your promises are aligned with
what you deliver. Selling is all about setting up proper expectations
and then, at least meeting them (if not exceeding them).

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Private board meeting in Thailand with one of my Multi-international 4 Billion Dollar

Company Clients. Presenting Leadership, Branding and Sales Strategies to the team.

Consulting
On the flip side of the coach’s role, your job as a consultant is to
train people in your expertise. You can choose an area to focus
in on where you have advice and wisdom – usually where your
expertise lies. Consulting is about three potential areas:
1. Assessing what someone is doing in your area of expertise
and helping them understand what they are doing wrong.
2. Teaching a new technique, tool or strategy from your area
of expertise.
3. Done For You: Applying your personal time and skills to
produce some result for your client.
In this section, I am talking about one-on-one consulting. You may
have one individual, one couple, one company or one entity hiring
you. The thing you have to decide in order to create a consulting

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practice is what your area of expertise is, how you want to deliver
that in a time-bound fashion (in a one day training, 1-2 hour
trainings), and what you want to charge.
In trainings, I actually dive into how to formulate, execute on
and deliver assessments in all domains, but essentially one of the
most important things to take from this chapter is that consulting
is always easier to sell than coaching (but has a shorter lifespan
than coaching). This is because consulting or skills training, often
feels more concrete to people (so we will often lead or sell our
consulting services while we just mention our coaching to people).
It’s easier to track ROI (return on investment) to capabilities or
skills based trainings. Unless you are entered into a conversation
where someone specifically wants to talk about coaching (or
“leadership coaching” is an accepted form of discussion in their
world), lead with consulting. When you lead with a conversation
about strategic or tactical changes one can take (i.e. working
together in a consultative fashion), the client knows they are going
to invest money and receive a certain concrete (Level 1) result. It’s
easy to track a “cause = effect” result.
Take this example: if I said I was going to come in and train you
in sales skills and then we could look at how your sales have
increased each week, that’s very concrete for a measurement
of success of ongoing consulting (essentially sales training). It’s
much easier for the client to decide to pay for that versus when it
comes to Leadership Coaching, the client has no idea what that is
specifically. It really requires more of a leap of faith.
Leading with consulting sells faster. If you are a coach, you want
to consider adding consulting to your business. On the flip side,
coaches have a longer life-time relationship with their clients.
Leadership is something you can explore for the rest of their lives,
however if you were teaching sales skills as a consultant – for
example, then once they know what you know, your value runs
out.
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If you are a consultant, you want to consider adding a coaching

component to your business so that you can increase the longevity
of your clients. An average, consulting contract can last from three
to six months (with some more technical ones lasting longer –
maybe even years – but it is much less typical in the small and
mid-sized business arena), whereas high-end coaches can work
with their clients for years in any industry or any domain.

Using All The Skills Of A Coach,

Consultant & Mentor
Now that I have explored different distinctions of the coach,
consultant or mentor – to be transparent – at any one time I might
put one of these hats on in a meeting. The most successful people
in the world in this domain are skilled in the skill-sets of a coach,
the skill-sets of a consultant, and have the experience of a mentor.
For those of you out there who are saying that you don’t have the
experience, what you should know is that you do have knowledge
that others don’t have (and that they value). You can help people
to avoid mistakes, save time and shave years off their own learning
curve. It’s extremely valuable to people, because no one wants to
make mistakes. You can teach them so they don’t have to make the
same errors.
Regardless, of who you are, you can start a consulting and coaching
practice teaching what you know and helping others to create
meaningful, lasting results. If this interests you, I want to work with
you to teach you how to become a highly paid coach or consultant.

Your Ability to Lead

The reason people would want to study coaching or understand
coaching even if they don’t want to become a coach is because

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of the leadership component. As business people, we are each

interested in leadership, and there is no doubt that successful
leadership is an inherent part of being an Industry Rockstar.
When I was leading my companies, through my twenties, I couldn’t
get enough leadership coaching programs, content or material to
help me look at my own leadership and interpersonal skills. It
was literally one of the differences that resulted in providing me
with the knowledge I needed to take my companies past all my
competitors in different industries. I thought differently, interacted
differently and therefore got different opportunities than others.
That came from employing each of these six characters we are
explaining, and definitely through understanding how a top coach
sees the world.

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 6: The Social
Entrepreneur
“A business absolutely devoted
to service will have only one
worry about profits – !ey will
be embarrassingly large.”
Henry Ford

T
he sixth and final of the most influential positions in
business, is that of the Social Entrepreneur. The Social
Entrepreneur’s definition is simple: it is a person who uses
part of their business resources to enhance the quality of life for
others in a community. Again remember, entrepreneurialism is
a mindset, not a position. This means you could have a job and
still be a socially responsible entrepreneur by using some of your
resources in your life – time, money, exposure, relationships, talents,
etc. – to help other people improve the quality of their life.
This doesn’t always have to be the ultra-underprivileged of the
world. Although I love to fund and support initiatives to help
those most physically and emotionally suffering in the world, I
also enjoy just doing socially responsible activities with those that
have a great life and want to take that to the next level. It is all
about contribution. I am a big fan of variety, so I like to support
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initiatives in all sorts of domains. And in fact, I really have the

belief that it is my duty in life to give back now.
It doesn’t matter what religion, faith or set of political beliefs you
have. This is about helping fellow human beings. Putting aside our
differences and calling everybody brother, sister, mother and father.
You get to decide which communities you want to help, but we
see it as one of the most essential positions to occupy for business,
in order to really grow a successful company and life.

University Presentations (Wellenker Institute) while on tour

in India with Dr. John Demartini and Jeff Slayter

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You Can Solve The World’s Biggest Problems Now

Being in the position of the Social Entrepreneur means right now,
(not someday – when you are uber successful) you use part of
your creativity, resources, people, persistence, drive and the ability
to solve bigger problems than you have, in order to find solutions
to the world’s challenges. Big or small – it doesn’t matter – every
bit counts. One life, one animal, one living thing that has a better
existence than before, is just as marvelous and noble as 1,000.
Naturally we are all out to help as many people as possible, but
wherever you are at, there you are.
The majority of truly successful entrepreneurs who have pursued
their goals with relentless persistence and who have created tangible,
real results in business are engaged in a specific type of conversation.
The conversation that we’re talking about is a conversation of global
change, of real movement, of creating a ripple effect that raises the
quality of life for humanity as a whole. It is the conversation of the
Social Entrepreneur.
The successful high-flying global entrepreneurs that I have met
and done business with, spend most of their time discussing how
they can positively help more people (and the planet). They are
focused on solving the challenges that stop underdeveloped nations
and countries from having access to proper, traditional education
so they can maximize their opportunities and brighten their
futures. They are focused on changing and improving health care
systems in third world countries and even in their own. Reforming
educational institutions so that they continue to serve us in the
way they are most needed. The end goal of all of the seminars
and trainings Industry Rockstar runs is to see more empowered
entrepreneurs from several countries all around the world – both
men and women – engage in this global conversation.

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University Presentations (Indian Business School) while on tour in India

It’s time now that everyone starts to take on the position of the
Social Entrepreneur. Most people think that “one day”, when they
are successful, rich and maybe famous, that then they will be more
socially responsible. Except that day might or might not ever come,
and people need your help now.
What I am seeing in the younger generation today is that social
responsibility is woven into the fabric of their DNA and they feel
it is not only important – it is just how life should go. Companies
that engage in socially responsible activities have higher retention
of better talent, report better morale at the office and acquire more
customers because of their community involvement.
Having tens of thousands of people come through our multi-day
Industry Rockstar events globally every year, we have designed
and play business games to raise money for initiatives around
the world. This means new money is created in the rooms, and
people are able to donate amounts of money like they never have
before. We have raised hundreds of thousands of dollars in week-
end trainings and given it to initiatives that we research and invest

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in. The best part is you get to decide where to put that money!
Industry Rockstar has funded initiatives like under-privileged kids
going to summer camps, underprivileged Entrepreneurs getting
funding for new businesses, animal protection, human rights and
on and on. What will you do with your success and how will you
be socially responsible this year?

Super Camp Australia Project! Raising Money for a wonderful Teen Leadership
Camp – Industry Rockstar funded 40 under-privileged kids through the camp.

The Power of Being a Social Entrepreneur

Social Entrepreneurialism is an extremely powerful position in
business because it enables you to test your true skills as a business
person and entrepreneur. Through business you will be tested and
you will solve many, many problems. In fact, business is simply
solving problems. You will get good at it over time, the way that a
child learns to walk and becomes masterful at it. They don’t think
about it, they just do it. In business it is the same.
Being a Social Entrepreneur is the difference between being in
the major leagues or the little leagues. If you want to get good,
start playing in the big leagues. This means making money while
solving problems in the world. Those are challenges worth solving
because of who you must become through doing that – it will be
unrecognizable.

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Time To Play A Bigger Game

You will be required to ask bigger and bigger questions of yourself.
Are you asking enough of yourself? Are you becoming who you
want to in your business? If you’re not, then you’re not asking a
big enough question and you’re not solving a big enough problem.
Ask yourself right now how you can make millions of dollars while
simultaneously feeding, educating or inspiring people who are in
need – and teach those people you help to do the same. You have
the chance to turn your business into a path of not just profits but
also of enlightenment as you stretch yourself to think on new, far
expanded levels and seek bigger solutions.
So will you start taking part of your resources every year and using
them for community or global help? If you’re upset by this question,
you’ve got work to do. Yes, I’m asking you to raise the bar. This is
because as I am asking you this question, I’m constantly asking
more of myself, my team and the trainers at Industry Rockstar. This
way we can play a bigger game for ourselves and the people we
care about.
The questions that you ask yourself and others on a daily basis
are directly proportional to the quality of life that you will have.
Business is the practice court and Social Entrepreneurialism is the
real game. Start asking greater questions of yourself, and bigger
questions of the people around you. You will be surprised what
will turn up. The biggest entrepreneurs in the world today are
answering tough questions like this – of themselves and the people
around them – and they are making big requests for assistance.
When you play the game of the Social Entrepreneur, your business
will flourish but it will become a secondary priority. This is like
Richard Branson and a long line of other famous entrepreneurs
who are continually asking how they can contribute more and give
back on greater scales. The old model of “take care of your family
and put food on your table and then think about the world around
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you” is gone. The new model is, “how do I do both?” This is where
you get to do what you know in your heart is right. Don’t ever let
politics, or the thoughts of others, get in the way of an initiative
that could make a difference on this planet. As a business man or
woman, you are blessed with the gift and opportunity to be an
entrepreneur.
Even if you don’t run your own business (yet ) if you are driven to
be the best in the world, or even the best in your industry, this is the
ultimate pathway. At Industry Rockstar believe it is entrepreneurs
who are going to solve the world’s greatest problems – like water
problems, health issues, and educational challenges. After all, you
got into business not for the business you chose, but because of
who you are becoming by being in that business – right?

Raising money for Heart Kids – a powerful project helping kids with heart
issues get the funding they need to have operations and transplants

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The Advantage of Being Socially Responsible

As the Social Entrepreneur, you will have access to advantages that
other entrepreneurs do not have. Entrepreneurs can go to places
where politicians can’t go (like riskier initiates in regards to the
public eye) without attracting bad press. We can have meetings
with people on the high end and low end of the world from the
richest to the poorest. We can say things that government officials
and politicians can’t say because it might upset their voters.
A Social Entrepreneur has the ability to bring together statesmen,
politicians and other heavy weight business entrepreneurs into
a room to solve a common problem together. A well-trained
entrepreneur, who has generated profits and has happy customers,
has naturally been seasoned and sharpened to solve bigger
problems in the world. If you want all of your problems to go away
in business, create a bigger problem to focus on, like world hunger
or dissolving cultural and racial inequality.
I’m are not saying that you should stop your business: Keep it
flowing. It is literally the gas to your Socially Responsible activities.
What I’m saying is that there is really another level to be playing
at and the real purpose of your entrepreneurial activities. Add this
into your business and let the world know that you are supporting
others with your success to encourage them to do the same.
By the time you have made the choice to be a Social Entrepreneur,
making money will become your second priority and serving
people and helping people will become the focus. If you don’t
feel that you are connecting with the hearts of others, or capable
of making a large difference, then it might be time to take a ride
through the streets of India. Look into the eyes of people when
you are in peak-hour traffic and the endless children that walk up
to your car and ask you for money. Then ask yourself, “What am I
really in business for?” Being in business is two dimensional, being
a Social Entrepreneur is three dimensional.
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These are big challenges we are describing, and now more than ever
we are seeing leaders and entrepreneurs taking their own resources
to support their local and global family. As a Social Entrepreneur,
you will have more reach, you will meet wealthier and wealthier
people, and you will really get “why” you are in business… and
then you won’t be able to stop. It gives you the energy and the
inspiration that you need to keep producing results and an endless
source of motivation to grow your business to help more people
each year outside of your business. I have talked a great deal in
this book about helping people inside your business (meaning
your customers). Social Entrepreneurship is about helping people
outside of your business.
If you want to engage with top executives and world influencers,
find out where they are contributing and find out how you can
personally and professionally help them to contribute more. So
many people approach us (and other world leaders) for business
deals. Be different and unique, and find out how you can help
world leaders to fulfill their own mission to help the world. Actual
business deals will happen later if they are meant to. Entrepreneurs
that we have surveyed in our trainings have always said the incentive
to help people is underneath the surface the entire time they are
running their business. Sometimes they just get preoccupied with
making money.
Engaging the previous five of the most influential positions in
business gives you the freedom to open up and step fully into this
sixth position of the Social Entrepreneur. Sometimes it takes a bit
of a shift, but get used to setting aside a portion of every dollar to
engage in some socially responsible initiative.

This Is Not Just About Giving Money Away

I want to note that I am not really talking about giving money
away to a charity (although that’s fine too of course). What I’m

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talking about is being the leader in the community for socially

responsible activities. Organize events, go spend time with people
that need your help, and use your resources for a specific cause and
a specific result that enriches the lives of other people.
As you know Industry Rockstar events and trainings are focused on
seeing results. That means that when myself or Industry Rockstar
trainers are involved in an initiative we are usually personally
involved in creating money or other resources for it. We then want
to witness the use of those resources even if we are not going to be
the ones leading the initiative. Get involved and bring your talents,
skill, money and people to initiatives that need your help now.

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At the Amnesty International Offices in London. One of Industry

Rockstar’s closest Charity Partners since 2012

Be the One Who Changes the World

Successful entrepreneurs who give back to the planet in meaningful
and massive ways are the same entrepreneurs who go down in
history for making the biggest impact and leaving a well-known
legacy for others to receive the benefits of in the mid and long
term future. Steve Jobs, Bill and Melinda Gates, Richard Branson,

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Oprah Winfrey, John D. Rockefeller and countless other massively

successful entrepreneurs fall right into this category.
Being a parent to a beautiful, little boy, I want my child to grow
up in a world where the money is in the hands of the people who
have the world’s needs as their priority.
As I write this book, I am personally on a mission to regularly bring
together at least a dozen of the most influential thought-leaders,
entrepreneurs and political influencers annually to use all of our
ingenuity and resources to bring more compassion and quality of
life to the planet for both people and animals. No one can solve the
world’s problems alone, and I understand the power of gathering
the most brilliant minds to solve significant world problems.
So, what social cause makes your heart sing? What social causes
would excite you to wake-up in the morning and participate?
To what causes could you donate a portion of your profits? Who
could you give to, that is in need? Let the world know that you are
doing it. Take a public stand for a cause that tugs at your heart. You
will get good publicity and you will get good PR for your business,
but more importantly, you will inspire future generations to walk
in the footsteps of contribution. As you scale up your own success,
you also scale up your capacity to achieve this.
One day you will be on your death-bed, and you will look back
and the question that will probably be on your mind is “Who
did I serve? How did I contribute?” It’s very likely you won’t be
thinking about profits. Instead, you will be seeing the faces of the
people who you love and have built relationships with along the
way. And the impact you had on their families and loved ones. The
world needs more Social Entrepreneurs. We need to be a culture of
Social Entrepreneurs. Just like the importance of profits has been
woven into the culture of business, the importance of contributing
needs to be woven into the culture of business.

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Start opening your eyes wider and look into the world around you
to see what world problems you can find solutions for, or help in
doing so. Do business globally and consider the challenges that
countries beyond your own borders are facing. Find out how you
can contribute.
If you are reading this book, you are one of the few people in
the world who is blessed with the ability to read. If you bought
this book (assuming you did ), then you probably make more
money than 99% of the people on this planet. This in itself gives
you a social responsibility to raise our fellow human beings quality
of life around you. Your children, your business and the future
generations are depending on it. This may sound airy-fairy, but
don’t call it airy-fairy until you have sat down with today’s top
business entrepreneurs and have had a conversation with them
about what they would most love to see happen in the world.
Then you will see and hear that where their attention goes is on
serving the population of our planet – people, animals and the
environment included.
I want you to make as much money as possible, buy all the things
you want, take all the holidays you want, and design your own
lifestyle exactly the way you want. Along the journey of acquiring
all that, think about how to help others have what they want in
their lives – and take action to make it happen with your resources.
As Zig Ziglar said, “You can have everything in life you want if you
just help enough other people get what they want.”
When you engage in the influential position of being a Social
Entrepreneur, you will find it impossible for the contributions
you make to the lives of those less fortunate, not to impact your
own life. Being a Social Entrepreneur will raise your own quality
of life. As an entrepreneur it will open you up to even greater
possibilities and opportunities for meaningful exposure not just
for your business, but for who you are and who you choose to be
as an individual in business.

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 Get There First
Steve Jobs was given up at birth.
He dropped out of college.
He was fired from Apple and his second company failed.
He made a major comeback 11 years later...
And forever changed how the world communicates.
What’s your excuse?
Having read through this book, you now understand where the
world is heading, how business is now being done, and how to
get there first. You have a solid understanding of some of the core
models that you can integrate into your business for bigger results.
The people who are already leaders in your field, understand
these principles and tools (consciously or unconsciously). They
are engaged in the six most influential positions in business to
leverage their time and generate success. You can too now. Make
Me Proud!!
This book is an entire waste of your time, and our time, if you
do nothing else other than tell your friends that it was a good
read. In fact, you’ll notice that in all of our Industry Rockstar in-
person trainings and workshops that we have much less interest in
educating people, and far greater interest in people taking action
and getting instant results. We feel the world is way over-educated,
and not in action enough. There are a lot more people that know
what to do, than are actually doing it.

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The most I can do as your coach is help you steer the car that you
are driving in the direction you want to go – but you can’t steer a
parked car! You can turn the wheel all you want, but you won’t
get anywhere! This book is a steering mechanism for the moving
car that you call your business, profession or practice. Whether you
join us in a live training or not, the very next action to take is to
record (on paper) each ‘ah-ha’ (light bulb moment) that you got
while reading this book. Action each great idea you had about how
to build your business, your life and your wealth.
I have two parting pieces of advice for you before you turn the
final pages of this book:
1. Take one piece of advice from this book every day and apply it –
for example, close a new client, set up a new splash page, or create
a new product. Success is made in daily increments. We often hear
about the huge wins or big successes people had, but there are
always many steps to the final success. One of my favorite sayings
is: “The journey of a thousand miles begins with a single step,” from
Lao-Tzu. This is completely true and so your job now is to take
the steps to change your business, build your first one, or take your
existing one to the heights you know it should be.
2. Get a Coach – Having a coach is a powerful tool, so make sure
you are working with a Coach you really feel is the right person
for you to help you get maximum results. People often think they
don’t need to have a coach, yet I have consistently had several
coaches for the different domains of my life since I was in my
late teens. I also have had several coaches I engaged in the same
domain at the same time! Great coaches, consultants and mentors
have easily been one of the biggest reasons for my success. People
who you talk to casually about your life and business, who give
you advice, are not coaches, they are conversationalists. Have a
structure, have a commitment, and invest in yourself through a
top coach.

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Industry Rockstar is particularly focused on live events because

we genuinely believe that although a product, book or piece of
information can help you get started, ultimately you will get
greater results when you are involved in in-person time with us.
Come join us in training in your country (or nearby territory) –
we would love to spend time with you in person. As you build
your businesses, brands, internet products and make more money
selling online and offline, remember to continue to do one-on-one
consulting/coaching and run live trainings. It helps to sharpen your
own skills and gives you another dimension in which to develop
and innovate new ideas.
I love live trainings, group and personal coaching and consulting.
I am on a mission now as a trainer and presenter to help as many
entrepreneurs as I can to shift, change and grow in their lives. It’s
time for you to step-up and do the same. I hope that you will join
us in a live event one day soon, so we can get a chance to work
with you on your business and your life. I also hope to join you in
your live event one day so that I can learn from your advice, your
wisdom, so I can keep growing my life just like I am helping you
to grow yours.
Kane Minkus
Founder of Industry Rockstar, the #1 Global Business Training
Company
Creator of the Industry Rockstar Formula & System
Best Selling Author
Award Winning Entrepreneur
Business Growth Expert

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 About The Author

K
ane Minkus is an International Awarded Winning
Entrepreneur, #1 Best Selling Author & Globally
Recognized Business Growth Expert.
Before Kane was 30 years old, he had started over 2 dozen different
companies from scratch. 5 of these companies reached multimillion
dollar, multi international status. Two of which reached global
brand recognition, producing over $20M in turnover.
In 2006, Kane founded the global business training company
Industry Rockstar®, which has since become recognized as the #1
Global Business Training Company.
He is the creator of the globally used Industry Rockstar Formula™,
a five step formula (originally released globally in 2006) about how
to become positioned as the Expert in your industry and build a 6
or 7 figure business that you are passionate about.
The release of his second book “Industry Rockstar®: Become A
Highly Paid, High Profile Person In Your Industry” in 2010, kicked
off a global series of events that have helped Business Owners
clarify their talents (and ideas) to bring to the market, relate
powerfully to their true value and achieve success they didn’t
believe was possible.
Having now offered 1200 training events, in 12 different countries
(training over 3 Million professionals online and offline) on how
to Brand, Package and Position themselves as Experts in their field,

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the Industry Rockstar methods and techniques have championed

small to large businesses globally.
Kane, Industry Rockstar® & the Industry Rockstar® Formula have
been featured in top magazines (BRW, Entrepreneur Magazine,
The Time Of India, etc), TV (CBS, Channel News Asia, Channel 7
News, etc) & on stages in 12 different countries sharing the spotlight
with thought leaders like Bill Clinton (Former US President), Tony
Robbins (#1 Peak Performance Coach), Sir Richard Branson (the
Founder of the Virgin Group), Robert Kiyosoki, Donald Trump,
Bob Proctor and Dr. Demartini (Stars from the Movie the Secret),
Tim Ferris (Best Selling author of the Four Hour Work Week) &
Dr. John Grey (Best Selling Author of Women Are From Venus &
Men Are From Mars), and many other well known celebrities.
Kane has personally coached, consulted and contracted to executives
and teams at some of the largest business names and brands active
today: Apple, Sony, Warner Bros, SanDisk, Dreamworks, Lucas
Arts, and other large corporations.
Originally from Chicago, Kane and his family now call Silicon
Valley, San Francisco their home. Currently he travels the world
close to 200 days a year speaking and teaching Business Owners,
Entrepreneurs and Experts about how to be seen and rewarded
for their gifts, position themselves more powerfully in their
marketplace, think like top CEOs and help more people with their
knowledge and experience.
Kane, and his portfolio of global companies are known for practicing
Social Entrepreneurism - consistently using resources and profits
to support charities, organizations in need and community oriented
projects globally.

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