Steve Olsher is the Founder/Editor-In-Chief of Podcast Magazine, original founder of Liquor.com, and online pioneer who launched on CompuServe’s Electronic Mall in 1993.
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3 Value Bombs
1) You are the solution to someone else’s problem. There are people waiting and praying for you to show up in their lives.
2) Have clarity around what your core gift is, the primary vehicle that you use to share that gift, and who the people are that you’re most compelled to serve.
3) Everything starts with the offer.
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**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: How to Become an ‘Icon’ In Your Niche.
[0:55] – Steve shares something interesting about himself that most people don’t know.
- He’s a 21-year practitioner of Brazilian Jiu Jitsu.
[2:31] – What does it mean to be an ‘Icon’?
- An icon is someone who the public looks at as an expert in a particular area of expertise.
- The idea is being clear on what conversation you want to be a part of – so that your name is always in that conversation.
[3:33] – The importance of achieving this ‘Icon’ status.
- Most of us continually push things out in order to get attention and for people to come to us and see if we are someone they could potentially be interested in. When you become an Icon, it’s the other way around.
- The reality is, things come to you when you become an Icon in your niche – versus you having to chase and make these people come to your world.
[6:49] – The first of 5 fundamental questions that every aspiring icon must be able to answer.
- Know what conversation you want to be part of.
[11:02] – The second fundamental question…
- Be clear on who the people that you are most compelled to serve are.
- You’ll wake up every single day just knowing that you’ve got work to do to help these people who are waiting and praying for you to show up in their lives.
- Start by looking in the mirror. You don’t need to have a PhD to help people. You just have to help them to avoid what you had to endure to get to where you are.
[13:44] – The third, fourth, and fifth fundamental questions on how to become an icon.
- Third is to know where these people you are most compelled to serve gather.
- Fourth is to identify what their biggest problem is.
- Fifth is to know what solution you can provide to help solve their biggest problem.
[15:05] – A timeout to thank our sponsors, ZipRecruiter and The Common Path to Uncommon Success!
[17:36] – The massive mistakes that aspiring icons are making.
- People don’t focus on a particular chakra. You need to pick a chakra, which means that you need to take one particular focus.
- It’s important to create a defensible brand, and create something that is trademark-able.
- You need to understand where your biggest opportunity lies.
[22:23] – Steve speaks about being at the hub of the wheel
- When all of this comes together you’ll earn both what you deserve and desire, and people will clamor for your attention to share your expertise on your topic of influence.
[23:40] – What does it mean to be ‘stepping over dollars’?
- People are stepping over dollars to get the dimes.
- It’s as easy for us to move people from not knowing who we are to becoming familiar with who we are, to wanting to know what it is we do, to then purchasing one of our products or services.
[25:22] – The proven path to becoming an icon.
- It all starts with answering the question, ‘what is your what?’
- Have clarity around what your core gift is, the primary vehicle that you use to share that gift, and who the people are that you’re most compelled to serve.
- You can choose your why, but you can’t choose your what. At the end of the day, your what chooses you.
- Everything starts with the offer.
- The amount of business that your revenue generates is a direct reflection of the number of offers you have, multiplied by the number of times you ask people to invest in those offers.
[30:07] – Steve’s key takeaway and call to action for Fire Nation!
- You are the solution to someone else’s problem. There are people waiting and praying for you to show up in their lives.
- It is easy to be a critic, but really hard to be a creator.
- What Is Your What – Get Steve’s book and discover the ONE amazing thing you were born to do.
- Podcast Magazine – Dive deeper into the world of Podcasting with Steve and get a FREE LIFETIME SUBSCRIPTION!
Boom, shake the room, fire nation. JLD here with an audio master class on how to become an icon in your niche to drop these value bombs. I are brought to Steve Olsher on the mic. He is the founder and editor in chief of podcast magazine, original founder of liquor.com. An online pioneer who launched on CompuServe's electronic mail in 1993. And today for our nation, we'll be talking about what it means to be an icon, how realistic it is to become a recognized icon in your niche in the five fundamental questions that every icon must be able to answer in so much more fire nation. When we get back from thinking our sponsors hiring is challenging, especially with everything else you have to consider today.
But there's one place where hiring is simple, fast, and smart that places zip recruiter try ZipRecruiter for free at ziprecruiter.com/fire that's ziprecruiter.com/fire ZipRecruiter. The smartest way to hire don't you wish there was a proven roadmap to financial freedom and fulfillment that you could share with your customers, clients, or masterminds. My brand new book, the common path to uncommon success is coming out in March, 2021, and we've just finalized our bulk buy packages. These packages include insane perks like a one-on-one weekend in Puerto Rico with myself and Kate visit uncommonsuccessbook.com for all the details. The best packages have very limited quantities.
0 (1m 28s):
So head over there today, uncommonsuccessbook.com. Steve say what's up to fire nation and share something interesting about yourself that most people don't know.
1 (1m 46s):
What's one thing. Most people don't know. Ooh, good question. I'd say that I'm a 21 year practitioner of a Brazilian jujitsu. Not sure everybody knows that. Wow.
0 (1m 56s):
Actually suddenly that's getting pretty big down here in Palmas Del Mar like I'm personally not a practitioner, but we have a buddy who just got a commercial space and opened up his own jujitsu studio. So they're doing some cool things out here in that world.
1 (2m 8s):
Yeah. Now I've been in it for a long time. I mean, I remember when I first saw always Gracie and one of the early UFC's, I was like, whatever that guy's doing, I need to figure that out because I'm not the biggest guy in the whole wide world, you know me, but we've met, I'm not, I'm not the biggest guy in the whole wide world. And I was like, how is this guy doing what he's doing to these huge man? And I was like, Oh man, that's so cool. That's so cool.
0 (2m 29s):
Well, viral nation, myself and Steve actually do go way back. And you know, at least for my standards as eight years is when I launched the podcast. And we'll see, I, I know it came out last time. So we may or may not have a story or two come out from that first experience, which was really, really super cool. And he's been doing some amazing things over the years. And as I was sharing Steve, you know, during your intro about, you know, we're talking about for yourself, CompuServe's electronic mail back in 93. I mean, a lot of people don't realize that things were happening in the early nineties online, but believe it or not, they were fire nation. And that's why we're even talking today about how to become an icon in your niche. And first, I just want to start off by asking you, what does it even mean to be an icon,
1 (3m 13s):
See what it means to be an icon in your niche or just an icon in general. It was really just somebody that the public looks at as being an expert in a particular area of expertise. And so like for me, my goal, and, and for you, I know early on your goal was to be seen as a quote unquote icon in the world of podcasting. And the idea basically is you want to just get really clear on what conversation you most want to be a part of. So that your name is in that conversation when other people are talking about that particular topic, even if you are not there at the table.
0 (3m 49s):
Exactly what was going through my mind when I launched entrepreneurs on fire back in 2012, and I said like, what's going to make my name come up when people talk about podcasting and it wasn't going to be because I was good at podcasting because I wasn't, it wasn't because I invented podcasting cause I didn't. So what could I be different? And was my question. I asked myself and that was where the whole daily podcasting thing came of interviewing an entrepreneur literally seven days a week. And why would you say Steve is more important now than ever for people like coaches and authors and speakers and business owners and everybody of the, like to achieve this quote unquote icon status
1 (4m 26s):
Because it's more crowded now than it was. I mean, look when you and I first started, and even if we just look at podcasting as a specific example, when, when we first did our, our new media summit, our first new media summit back in 2017, I remember putting a stat up on the board that showed that there was roughly about 450 500,000 podcasts at that time. It doesn't seem like that long ago. I mean, now there's 1,000,006, right? And, and actually even just since March has exponentially grown by almost 550,000 new new podcasts just since March and Cove and all that fun stuff. So the reality is, you know, if you're, if you're a coach, you're an author, you're a speaker, you're a business owner, et cetera, no matter what area of expertise you have, no matter what playing field you're, you're, you're looking to just become a player in it's more crowded than it ever was.
1 (5m 17s):
Especially as we look at just everything that's going on now with people deciding, you know what, maybe this nine to five thing really isn't for me, you know, maybe I don't have to go an hour commute this way and an hour commute that way. And I can try to do something for myself here, leveraging the power of what's available in the, in the world of new media. And so becoming an icon the best way to think about it, John is that Mo most of us in terms of when we are business owners or coaches, authors, speakers, et cetera, we, we continually just try to push things out in order to gain attention. And in order for people to come to us in order to see that we are someone that they should potentially be hiring, re read our book, or listen to our podcast, et cetera, et cetera.
1 (6m 0s):
So we're on, we're just constantly on that, on that push on that grind. And when you become an icon in your niche, the opposite happens. So instead of the push, it really just becomes a matter of pulling and turning on and off the faucet, depending on how many leads you want to generate, it might depend on how much visibility you want to generate, et cetera, et cetera. And the reality is things come to you when you were an icon in your niche, instead of you're always having to chase, making these people come into your world somehow.
0 (6m 27s):
And that last point that Steve just made is so true fire nation, and it doesn't happen overnight. Like that was the toughest challenge I have with entrepreneurs on fire is how am I going to get out there? And outbound find 365 entrepreneurs who are successful and willing to talk to me every single year. And that was a challenge for a while. Then I hit a tipping point and now fast forward as we're speaking, I get between four to 600 inquiries per month. And this is for a podcast entrepreneurs on fire. They only now have 12 episodes per month. So think of that four to 600 increase per month. I literally have a virtual assistant. His only job is to go through these inquiries because it is literally a full-time job, but that's the tipping point that what happens when I was able to achieve icon, set us in the podcasting world, where now just like you shared Steve, it was no more push.
0 (7m 16s):
It was more just like sitting back and now I'm able to observe and have this much easier type of poll. And one reason why fire nation, I love talking to Steve is because our brains really are similar. And we really think alike in a lot of ways. And one thing that you've broken down are five fundamental questions that every aspiring icon must be able to answer. And I just love, and we can get super clear on specific numbers with these questions. So take it away, break these five down.
1 (7m 45s):
So to become an icon in your niche, there's definitely five fundamental questions that you have to be able to answer. So the first one is, and we alluded to this a little bit earlier, but let me dive just a, a bit deeper into it. So the first question that you have to be able to answer is the question of what conversation do I most want to be part of what conversation do I most want to be part of. And, and here's how I, I, I would encourage you to think about this, which is if you go into a room where remember when, when people actually used to what's that thing called, Oh, that's where I gathered together. Remember that when people actually used to gather together and gatherings, right? So there was a point in time where that happened.
1 (8m 26s):
Well, assuming that it happens again at some point, just picture yourself walking into a room and there's 100 people in this room, there are 10 tables of 10 people. And let's just say, you can sit down at any of those tables, right? Each of those tables has a particular conversation going on. One table is talking about maybe health and fitness. One table is talking about technology. One table is talking about money. One table is talking about et cetera, et cetera, et cetera, et cetera. So if all of tables have topics, so to speak going on, which table are you going to sit at? Right. Because you can't sit at all 10 tables.
1 (9m 6s):
Okay. So number one, which you know, which conversation, you know what what's going on at that top, at what topic are you going to be like? Oh yeah, I love this particular topic. Okay. So that's the table that you're going to sit at. You're going to talk about that. So let's just say that there's a table and they're talking about podcasting. Well, that's a table that John might sit at. That's a table that I might sit at. Right? Cause they're talking about podcasting now to further that point, how do you get to the point where you become the hub of the wheel so that people who are interested in podcasting somehow connect to your work so that somehow your name is in that conversation without your even sitting at the table.
1 (9m 48s):
And so, John, let me just give a concrete example here, because I'm a living example of this. And I love telling through stories. I know you do as well. So what I knew early on being someone who loved podcasting and I started my first podcast back in 2009 with our first episode of reinvention radio, but I never really gained all the traction. Like I'm so jealous of you JLD and what you've been able to do, man, because you and I started around the same time and all, but you just blew up and I just, I couldn't get that same traction, but I've always had a love for the medium and I didn't want to give up on the medium. So I had to try to figure out if podcasting is the conversation that I most wanting to be a part of.
1 (10m 29s):
And I want to become that hub of the wheel. If you think about a bicycle and how all the spokes kind of connect to the center, what could I do to become that center of the wheel that all the spokes connect to. And that's where the idea for podcast magazine really was, was born from, was that desire to be a part of that conversation for all the spokes of the wheel to connect to what we're doing. But at the same time, recognizing that I wasn't going to be a part of that conversation based on the merits of my podcasts or even our live events alone. It just, it was good, but not great, but I didn't want to give up. And so that's just an example there of, okay, how do I become that hub of the wheel?
1 (11m 11s):
How do I become clear on the conversation? I'm mostly wanting to be a part of, and again, podcasting is a conversation. How do I become that hub of the wheel? And ultimately that's what we found in terms of our success and being a part of that conversation, even when we're not there through podcasts magazine. So just a concrete example of what that actually looks like an act
0 (11m 29s):
Fire nation loves specific examples. That hub to me is such a good visual that I love just being able to picture and just see how that works. Not just in podcasting. This is working in every industry, in every niche and every vertical Steve keyboard.
1 (11m 44s):
Yeah, man. So the second fundamental question, you really have to be able to answer, to become an icon in your niche is really getting clarity on who are the people that you are most compelled serve. I'll say that again, who are the people that you are most compelled to serve? And one of the things that you'll find as you go through the exercise of really honing in on who those people are, is that it will really just put a well using your terminology here. And it really put a fire in your soul. Like you'll wake up every single day, just knowing that you've got work to do, to help these people who are literally waiting and praying for you to show up in their lives.
1 (12m 28s):
And so it's not always easy to figure out who you're most compelled to serve. But what I will tell you is that one of the easiest things to do is to start by looking in the mirror, right? Because you may find that a lot of your own experiences like John could teach a course on what it means to move from the States to Puerto Rico, right? Just like it just takes it for granted. I mean, he just did it. No big deal just picked up and moved. And then of course, 28 million people followed you to Puerto Rico, but that's a whole other discussion. I
0 (12m 57s):
Like to keep the money they make Steve. That's why,
1 (13m 0s):
But the fact is you take it for granted, right? So like, it's just one of those things where it's like, Oh, this is a no brainer for me. Okay. I understand how this works. I understand that. It makes more sense for me to be here. And it's beautiful. And, and, and, and, but to the person in one of the, let me just throw out an expression out here, John, that I love that I love saying, which is a, to a second grader, a fifth grader is a God. Right. And so what does that mean? I mean, if you think back about what you knew when you were in fifth grade, I mean, you didn't know anything. It's kind of laughable, but if you were in second grade and you were looking up at that fifth grader, you were like, man, I will do anything to be that fifth grader to walk the halls, to, you know, have that confidence to know this, that and the other.
0 (13m 38s):
I mean, I'm actually picturing that fifth grade you're talking about right now when I was in the third grade, I was on this basketball team, this fifth grader, to me, it was the coolest person ever, ever,
1 (13m 47s):
And you would have paid good money. You you'd be like here, take my lunch every day
0 (13m 51s):
To say hi to me. But the reality
1 (13m 53s):
Is you don't need to be, you know, a PhD or an MBA, or be one of these letters, saviors to really be able to help people. You just have to help them avoid a lot of the trial and tribulation and brain damage that you had to endure to get to where you are. So as you look in the mirror, you know, you can look at all of the things that you are. You're, you're a father, you're a mother, you're a business owner, you know, you're a cancer survivor, you're a podcast or whatever those things are. And there was a process that you went through to get to where you are. And perhaps that would be one of the places to start.
0 (14m 25s):
We got a lot to get to. So let's go on to number three, four, five,
1 (14m 29s):
Yep. Number three. Where do they gather? Right. So once you understand the people that you're most compelled to serve, the fundamental question you have to be able to answer is where do they gather? Right? Because ultimately you want to take a look at, if you think about it in terms of, if I'm trying to acquire the most highly targeted leads, do you want to be trying to shoot at bats in the dark with, with a shotgun? Or do you want to try to fish with a big net out of a barrel where these fish, right. So, so the reality is you obviously want to be fishing with a net and a barrel. And that's what we're talking about here is your most ideal prospects. The people who are literally waiting and praying for you to show up in their lives are gathering somewhere.
1 (15m 11s):
So figure out where they gather, because then that makes everything else so much easier. As you move on to then number four here, which is identifying what their biggest problem is, is that easy to create the answer to number five, which is what is the solution that I'm going to provide that solves their biggest problems. So what conversation, who are you most compelled to serve? Where do they gather? What's the biggest problem? What solution can you provide?
0 (15m 33s):
Oh, you ended on fire and fire nation. If you think we're even close to done drop in value, bombs. Believe me, we got so much awesome. That's coming up. As soon as we get back from thinking, our sponsors businesses have had to be flexible this year from working remotely to pivoting their business models for long-term survival and growth. Just one example, performing arts companies are streaming. State shows, musicals, and symphony concerts online. If you're in charge of hiring for your business, these pivots have made your job even more challenging, especially if you have to hire for brand new roles. Thankfully, there's one place that you can always count on to make hiring faster and easier. ziprecruiter.com/fire. When you post a job on ZipRecruiter, it can send out to over 100 top job boards with one click.
0 (16m 16s):
Then ZipRecruiter's powerful. Technology finds people with the right skills and experience for your job and actively invites them to apply. It's no wonder that four out of five employers who post on ZipRecruiter get a quality candidate within the first day. See for yourself right now, you can try ZipRecruiter for free at ziprecruiter.com/fire. That's ziprecruiter.com/fire. Let zip recruiter take hiring off your plate so you can focus on growing your business. Visit ziprecruiter.com/fire ZipRecruiter. The smartest way to hire what's up fire nation. I'm so fired up to be announcing the launch of my first traditionally published book, the common path to uncommon success. Right now you can pre-order your own copy and lock in our incredible bonuses, which will be disappearing soon at uncommonsuccessbook.com.
0 (17m 4s):
And if you're a coach or run a mastermind, you'll definitely want to check out our incredible bulk buy packages, which include insane perks like a one-on-one weekend in Puerto Rico with myself and Kate, just visit uncommonsuccessbook.com to check out these insane packages that we put together for all of 2020. I worked tirelessly to create this life changing book. The common path to uncommon success has 17 crucial, yet simple steps that will guide you to your version of uncommon success. To sum it up. The common path to uncommon success is your roadmap to financial freedom and fulfillment. Also I've convinced 17 of the world's most successful entrepreneurs to contribute their genius to these 17 steps. We're talking about entrepreneurial all-stars like how our rod, Jimmy masters, John Morrell, Billy Jean Ryan Laveck Sean Stevenson, Jeff Walker, Andy Porterfield, Russell Brunson, Jill Stanton, Pat Flynn Rameet Satie and many more to check out all of our bulk buy packages in the insane perks that come along with them.
0 (17m 56s):
Visit uncommonsuccessbook.com. There are limited quantities. So make sure you head over there today. Uncommonsuccessbook.com. So Steve we're back and I want to shift from those five fundamental questions now to the massive mistakes that aspiring icons are making. And I know like the previous one, you have five things we're going to go over here. So let's crush these, I think every one of them needs a little explanation and I want to hear it.
1 (18m 25s):
Yeah, I will. I will go through faster so that we can get, I understand what you're saying there, buddy. I got ya. So, so number one, what I see in terms of the mistakes that aspiring icons make that prevent them from really gaining the recognition they deserve and making the money they desire is number one in our world. We talk about pick a FN shocker. I won't say the word here. I don't want to get rid of the explicit raising here, but basically, you know, pick a FN chakra, which means so many people that we see, especially when we look at people who were in the holistic world and spiritual type world type people, et cetera, you know, they just won't focus on a particular shocker. Like they want to be all things to all people. And so one of the terminologies that we use in our world is just, you know, picking F and chakra, right?
1 (19m 9s):
Which just means focus, take one particular shocker, take one particular path. So to speak, take one particular area of focus to a hundred K, take it to a hundred K. And then if you decide, once you get to a hundred K in revenue with that particular specific area of focus, you want to expand outside of that, then by all means have at it. But most people will give up long before they get to a hundred K. And when most people get to a hundred K, they find that they can take it to two 50 to 500 to a million and beyond. And that level of focus really can make all the difference. If you want to become an icon in your niche. The second thing is I would say that it's really important to create a defensible brand and, and, and create something that is trade markable.
1 (19m 54s):
Because ultimately you want to think about what are the assets that I can create here and I can have in my arsenal that ultimately build up the value of what it is that I'm developing so that I can potentially position this to sell. And one of the huge mistakes that I see so many people making is they don't create a defensible brand like entrepreneurs on fire is a great defensible brand. No one else can come in and take that brand, right? Like podcast magazine, believe it or not, we were actually able to get that trademarked. Wow. And so that is, you know, podcasts magazine, you would think, well, geez, how can you get that trademark? Well, we could, and we did
0 (20m 30s):
Talk about this for one second, because to me, this is kind of an important area for people to really understand. And what you kind of mean by that is like, of course somebody could come up and like launch something like, you know, entrepreneur on fire in, you know, whatever. And like, they can do these kinds of things now. But what you mean by defensible brand is that right now, my brand is so strong has been around for so long that everybody's just like, dude, why you just like copying entrepreneurs on fire? Like, why are you trying to be like that? Like, like there's been so many quote unquote like on fire podcasts that have launched post entrepreneurs on fire. And Hey, I've actually given my blessing to all of them, like athlete on fire fireman on fire fitness on fire. Like, I love it all. And I'm just like this, but a lot of people that do those things actually are just like kind of reinforcing my brand and having a lot of people being like, like why you couldn't like come up with your own brand, they get it to kind of piggyback on this thing.
0 (21m 20s):
So that's kind of what we're talking about by building that defensible brand, building that moat around what you're doing. So thanks for bringing that one up, Steve.
1 (21m 28s):
Yeah. And there's definitely a lot to be said for first mover advantage as well. And that flows into the next kind of mistake here that I see a lot of IO aspiring our icons make here is, is they don't, they're not really clear on where their blue ocean of opportunity is. And you, you've probably heard of the difference between the blue ocean where it's just, just you floating and you're happy. And then there's the red ocean, which is just all full of blood in the water. And a lot of people trying to compete for the same attention and so on. And so that blue ocean of opportunity really understanding where your biggest opportunity lies is a huge next step in this process. Because one of the things that I see so often, John is that far too many entrepreneurs are stepping over dollars to get to dimes.
1 (22m 10s):
And especially today, when you see so many people trying to sell a $7 this or a $10, this or that sort of thing, when almost without too much additional work, they can take whatever it is that they're doing. And their $7 with their $10 that, and they can create a $12,000 group coaching program using those exact same teachings, or they can create a $25,000 VIP day or something of that nature where they take someone one-on-one through a particular process. And so the blue ocean is not only of course, where you're going to swim, that that affords you the opportunity to avoid a lot of the competition, but it also means having clarity around where your dollars versus your dimes are, and being really clear on that biggest opportunity
0 (22m 56s):
Category of one, speak to us about that.
1 (22m 59s):
What I know to be true is that in actually writing a book on this called category of one w O w O N is how we're pronouncing that or spelling that one, but category one is really all about, again, combining everything that we've talked about so far, in terms of understanding the conversation, the defensible brand, your biggest opportunity, your blue ocean, et cetera, and then positioning yourself in a way so that just like John did with entrepreneurs on fire, if anyone else comes in and uses Eve, I mean, just get even just the using fire as part of their logo, which is crazy, like to own that word and to own that imagery right, is, is amazing. But John's been able to do that through entrepreneurs on fire and really creating that category of one.
1 (23m 44s):
So it's taking it, taking the blue ocean concept, even a step further. And again, push, just positioning yourself at the hub of the wheel there that all of the spokes connect to. And ultimately when all of this comes together, you'll be able to not only earn of course what it is that you both deserve and desire, but you will literally have people clamoring for your attention and coming to you to be able to share your expertise around this particular niche, this topic of, of influences, we call it.
0 (24m 15s):
Now, this is something, when I was kind of going over our conversation today, I was like, I'm really curious where Steve is going to take this. What does it mean? Your last point here, stepping over dollars.
1 (24m 26s):
This is where we're, we're talking again about people who are stepping over dollars to get to dimes, right? And you see it far too often, especially as younger people come into this space of trying to leverage the power of new media and establish a name for themselves. What we have found in our world is that it is just as easy for us to move people from not knowing who we are to becoming familiar with who we are to wanting to learn more about what it is that we do to then coming into one of our products, programs, and services. It's actually just as easy for us today to have someone come into our year long, 25,000, $30,000 icon maker program, as it is for us to sell a $7 and 99 cent copy of one of my books.
1 (25m 15s):
And I know that sounds crazy, but at the end of the day, if we have the ability to put people into a higher ticket program, where are we going to focus our efforts, right? Trying to sell a $7 99 cent book or trying to move someone to a higher ticket offer. And just far too many people are focused on, on, on the dimes where there's plenty of opportunity to make significant dollars.
0 (25m 39s):
One thing that I really love giving fire nation is just a step by step formula like that proven path. And again, our minds think alike, you've already created this. You've already crafted this. You've already tested this by the way, in multiple different industries. So let's talk about what that formula looks like. What is the proven path to becoming an icon?
1 (26m 1s):
It really all starts with being able to answer the fundamental question of what is your, what, and that is the name of the book that I put in the New York times list way back in 2013. But just being able to understand how you're naturally wired to Excel, really what puts fire in your soul and ultimately having clarity around what your core gift is, the primary vehicle that you use to share that gift and then who the people are that you're most compelled to serve, right? Those are the three fundamental elements of the, what is your, what framework? So understanding that your, what really has chosen you as opposed to looking at it from the standpoint of, of being that, which you have chosen, right?
1 (26m 41s):
Like you can choose your why I don't believe can choose your, what I do believe that your what at the end of the day chooses you and whether or not you decide to do something about that is, is up to you. But, you know, reality is in order to become an icon in your niche, you, you do have to have that level of clarity around what your, what is. And again, that's a combination of your gift, your vehicle and your people next, once you have that clarity, it begins a matter of, okay, great. What, what is the brand? And again, just what we talked about before is that defensible brand, right, is what is that defensible brand that I'm going to hang my hat on. That people are going to know me for, they're going to put out into the marketplace, and this is how I'm going to position myself moving forward. So having clarity on your, what, having cleared on your brand, once you have clarity on your brand, then you need to create a, what we call a profit path, right?
1 (27m 29s):
Which is a step-by-step path that leads people from not knowing who you are to whatever that last step is on the path that someone can take with you and your organization. In other words, your highest priced products, programs, and services, right? So no one's going to, no, one's going to expect every single it'll be unrealistic to expect every single person, every single lead that comes into your world to end up reaching that last step on the path. Some of them will, most of them will not, but having clarity on what that last step on the path is, again, your highest price product program or service will help you then work backwards from that as Stephen Covey once said, you know, start with the end in mind. And so ultimately the five words that we preach are everything starts with the offer.
1 (28m 13s):
And so if you just think about it from that perspective, everything starts with the offer. And then you can work backwards from that. You'll be able to create a path that will ultimately generate the most amount of revenue for you as humanly possible. Of course, you need a core visibility strategy. So no matter what your area of focus is, no matter what your niche is, if you want to become an icon in that niche, you need a core visibility strategy for us, for John, it's obviously podcasts for you, right? For, for you, it might be Facebook for somebody else. It might be Snapchat for somebody else. It might be tic-tac for somebody else. It might be speaking on stages, whatever it is, but you need to have clarity on what your core visibility strategy is going to be, because then I'm sure you've seen people make this mistake, John, but a lot of people try to do too many things.
1 (29m 3s):
Like they're just, they're trying to be great at everything, as opposed to just being really great at one particular visibility strategy and going all in on that. And so once you have clarity on your core visibility strategy, then you gotta have a, you know, a funnel, right? You gotta be able to create an easy automated manner with which to, to be able to collect leads, right? And ideally the most highly targeted leads possible. So once people like today's a perfect example, there are people who are hearing me on the show right now who have never heard of me before. If you want to continue this conversation with me, I have to have a man, just a mechanism with which, for us to continue this conversation.
1 (29m 45s):
So you can get to know me even better. And perhaps down the line end up investing in one of our relevant products, programs or services. So you need to be able to capture those leads. And then ultimately you have to be able to generate revenue. And this ties back to the profit path. And this ties back to making sure that you have various offerings that meet people where they are and what I know to be true, John, is that the amount of business that your revenue generates is ultimately a direct reflection of the number of offerings that you have multiplied by the number of times you ask people to invest in those offerings.
0 (30m 20s):
That equation fire nation has proven true for me for eight years now. And again, I love this formula. I love this proven path. You are, what your brands, your profit path, your visibility mechanism, your leads, AKA, your funnel and your revenue, which is your biggest opportunity overall. And that equation that Steve shared is just so true. So Steve, you shared so much with us today. What's the one thing you want to make sure fire nation really gets and walks away with from our conversation. What's the best way that we can further our conversation and connection with you. And then we'll say,
1 (30m 60s):
All right, man, I appreciate that. And I would just simply wrap it up with this, which is whether you know, this or not, you are absolutely the solution to someone else's problem. There, there are people who are literally waiting and praying for you to show up in their lives right now. And when you hold within this expertise, these abilities, these teachings that you have, you're not only doing a huge disservice of course to yourself, but really perhaps more importantly to those people who need you perhaps more now than ever. And so what I know to be true is that it is really easy to be a critic and it's really hard to be a CRE to be a creator, right?
1 (31m 49s):
And so I just encourage you to, to, to do whatever you can do to create and just understand that whether or not someone looks at what it is that you've created and they accept that, or they deny it or whatever that is, it's, it's, you're relevant because at the end of your life, and Jen, I don't know if you know this or not man, but we're actually in the process of opening a funeral home right now for my wife. Who's a licensed funeral director and embalmer and yeah, man, and she's been working in this industry now for, for many, many years. And the people that she sees show up on on her table, obviously run the gamut from very young, to very old. And what we know to be true is that most people, when they reach the end of their life, they will never regret failing to take action and not realizing their results as opposed to not taking the action.
1 (32m 42s):
They know in their heart of hearts, they had to be taken. So I would just say, you know, put all that to the side and be willing to, to put something forth for the world to judge.
0 (32m 50s):
And what's the best way for us to connect in the
1 (32m 54s):
Yeah, man, thank you for that opportunity. Let you know, we've been talking about what is your, what and the, what is your, what framework and whatnot. So maybe that would be a great place to start. We do give away the entire book at what is your, what.com. And if you are into podcasts and want to dive deeper into the world of the podcast, you should love like JL D who was featured on our cover. Yeah, man in September. And, and so yeah, if you want to dive deeper into the world of podcasts, I'll give you a backdoor link to grab a free lifetime subscription, which is podcast magazine.com/free. Ooh,
0 (33m 29s):
Well, fire nation. Steve gave us a lot of gifts today. One of his gifts that I really enjoyed was maybe his last one, which is you are the solution to someone else's problem. Like, just remember that, no, it's true. And then go out and be that solution and fire nation. You're the average of the five people you spend the most time with. And you've been hanging out with S O and J L D today. So please keep up that heat head over to eofire.com type Steve and the search bar and his shows page will pop up with everything that we've talked about today. These are the best show notes in the biz and two calls to action. Number one, what is your, what.com go check that out.
0 (34m 10s):
Learn more about what Steve has going on at number two, podcast magazine.com yours truly September 20, 20, 2020. So in September of 2020, I was the featured entrepreneur. I was the cover of that magazine, much to the happiness of my mother, father, grandmother, and other people in my family. They're like, Oh my God, this I'm like, but I've been podcasting. You know, they know this is a magazine though. I'm like, okay, I totally get it. So check that podcast magazine on fire nation. It's so well done. It's beautiful. I mean, it's super high quality. I mean the physical version of it that Steve sent over, I was like, dang, this is next level. So Steve, thank you for sharing your truth, knowledge, your value with fire nation today, for that, we salute you and we will catch you on the flip side.
0 (34m 56s):
Hey, fire nation today's value bomb content was brought to you by Steve ans. One thing that I've identified over the years is that successful entrepreneurs are productive. They are disciplined and they are focused. And that's what I created the mastery journal. It's a gorgeous, full other journal. That's going to ensure that you master productivity, discipline and focus in just 100 days. It is my best work ever fire nation. So visits the mastery journal.com use promo code podcast for a $15 discount. And thank you for listening to my podcast and I'll catch you there, or I'll catch you on the flip side. Hiring is challenging, especially with everything else you have to consider today, but there's one place where hiring is simple, fast and smart that places ZipRecruiter try ZipRecruiter for free at ziprecruiter.com/fire.
0 (35m 44s):
That's ziprecruiter.com/fire ZipRecruiter. The smartest way to hire don't. You wish there was a proven roadmap to financial freedom and fulfillment that you could share with your customers, clients, or masterminds. My brand new book, the common path to uncommon success is coming out in March, 2021. And we've just finalized our bulk buy packages. These packages include insane perks like a one-on-one weekend in Puerto Rico with myself and Kate visit uncommon success, book.com for all the details. The best packages have very limited quantities. So head over there today, uncommonsuccessbook.com.
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