In this episode, Chris and John will interview Cate Stillman, the author of Body Thrive, the founder of Yogahealer and the Worldwide Association of Yoga Health Coaching, and a mom, wife and avid paddleboard surfer, skier, and mountain biker. Cate has been teaching audiences how to create health and wellness through yoga and Ayurveda since 2001 and founded Yoga Health Coaching for wellness experts and yoga teachers to coach their clients into the habits of thrive via integrating Ayurveda with behavioral science and evolutionary group dynamics.
She also hosts the Yogahealer Real Thrive Show, a weekly podcast featuring dozens of experts in the field, and has organically grown Yogahealer.com since 2001 as a hub for a practical, planetary and evolutionary approach to Ayurveda. She comes on to share how she got started in Ayurveda and yoga, and her entire journey up to the point where she at now with her million-dollar online yoga business. She will also share a lot of great actionable advice for yogis who are either starting out in the business or already doing their own thing, on how they can grow and thrive in both their personal lives and their yoga businesses. Stay tuned for that and more.
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This episode was released December 04, 2019
Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors
Cate: 00:00 You have to say no to the yoga students, you have to say no to all of the things that are the old way in order to free up time to develop the next thing. And I did that and it was hard. Some people came with me online, I’d say about 2%, maybe 3%, but as a result, I went from having a small self-employed business that was probably in around 150K a year to scaling over a million-dollar business that’s online and leverageable, and has this huge global impact, and all these yoga health coaches around the world and their communities.
Intro: 00:32 What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.
Chris: 01:04 That makes a lot of sense because it’s the core of what yoga is doing is, changing the individual and how they see themselves, and when you change that, everything else changes. Your whole paradigm changes and then that’s the way like if you look at any big social movements, social changes that have happened in the past, it’s always in the grassroots individual level where it starts. So you felt like you can make more impact on that side of it.
Cate: 01:25 Yeah.
John: 01:26 Was there some pressure point Cate, that you felt was something like, major breaking point, like the last straw, was there like one thing that was like, “Alright, I’m done with this whole TC stuff. I need a…” Was there like one big… you were like, “Alright, I’m walking out on this part of my life.”
Cate: 01:43 It was… Yeah. There was this good… So, I had a… I was pretty divided going into it. Right? Like I knew enough about myself. I’m very driven. I knew I was an impact junkie from my teen years. I knew that my core of like, who I was and what I was here to do from a probably younger age than a lot of people do. And so, part of that though, I also wanted to really have a full life. I already knew that I couldn’t… I grew up on the east coast. I knew I was going to like be a ski bum at some point, in the rockies too, and like, really like, live a very… I’m very athletic and out… kind of adrenaline junky old school style, without like all the motorized stuff, but like, ski fast, bike fast, snowboard, you know, like all that stuff.
Speaker 1: 02:25 And so, it was more of that, of just looking like, if I’m not healthy and thriving in this environment then obviously like my ideas are only going to be so good. And simultaneously, I was also really studying… just self-studying. I’d been studying like diet for a small planet type stuff, and fit for life, and that whole movement of like, how a healthy individual and a healthy planet coincide. I had been self-studying that for over a decade before I went into yoga at all, and then learned Reiki and whatnot. So I think all of those things together, it was just like, I actually… it was cool. It was 1996. My nonprofit, which was a super-effective nonprofit I was working for in Washington D.C. So it wasn’t that frustrating in the bureaucracy side. We were actually getting amazing work done in all these developing countries. At the end of the day, I was like, “Can I just take my laptop? Telecommute?” And that’s what it was called in 1996. It was called telecommuting.
John: 03:16 Telecommuting. Right.
Cate: 03:16 It’s called telecommuting. Cause you were using a phone, like right? You like, plug the internet into a phone line. Yeah, those were the days. So I didn’t have to totally leave that while I started to really explore Ayurveda and yoga, and then ultimately devoted my life to Ayurveda and yoga.
Chris: 03:31 was it through yourself studies that you were like the first glimpse of I or Veda and did it capture you immediately? Kind of according theory
Cate: 03:40 it did, but it was tricky because like I had actually, I was studying energy policy in China and I had studied Chinese language quite a bit. And so like the move to go towards Chinese medicine versus Ayurveda as I had already put in some time, you know, I mean anyone who studied Chinese language knows that like it’s not an easy language for Americans to learn. So it was pretty tough like on this intellectual front. But on an intuitive front, I knew, I like are your Veda what the beauty of it is, is it’s, there’s not what in Chinese medicine has like a lot of, um, like white coat syndrome where you go to a traditional Chinese medicine doctor or acupuncturist in your, you know, like they know and then they treat. Um, and what I love about our, your Veda is it’s, it’s, you know, and we’re going to awaken your ability to know yourself and that, I mean, that really is, to me, it’s like the definition of are your Vedas know this life and part of this life is to know yourself.
Cate: 04:30 And so it basically puts all the empowerment back into the individual if it’s all the responsibility to heal back onto the individual. And if we look at that even in terms of our yards, like are we composting, are we planting plants in our, you know, and those who don’t have a yard. Like are you doing it on the kitchen counter, you’re patio balcony. Like are you creating an ecosystem in which you can thrive, which includes an ecosystem of plants. And this is part of know yourself and know your life. How it’s practiced in India currently today is following allopathy. So anyone who’s seen a more of a, an Indian or your Vedic doctor is going to see it’s practice like allopathy. But the core of the teachings and the philosophy of Ayurveda are very intrinsically around awakening someone to sell feeling.
Chris: 05:16 Yeah, that’s really fascinating. I think there’s a, there’s this natural tendency for humans to want to give their power to somebody else to tell them what is wrong with me. And I think it’s like an on a religious sense. It’s on a like a healthy sense. I mean, and I think people, like our mom, was always raised like you don’t know, find someone who knows and they will tell you how to be. And this is what yoga is really flipping on its head and I Aveda specifically who should know your body more than you, you shouldn’t have stored more than you. And understanding that I think is the key. So it’s like this, it’s the difference in not Carolyn Mesa’s book, the anatomy of spirits. She talks about like true healing versus curing. You can go to a doctor, they can cure you of something. But healing happens on an individual internal basis.
Cate: 05:57 Yeah.
Chris: 05:57 Yeah. So what was that experience like for you going, cause you went to India, you were there and you studied I Veda and you became, I don’t know how the certifying process works. Tell us about that and your experience.
Cate: 06:07 Yeah. Yeah. So I, I went to the California College of Ayurveda and I went to the Iyengar Yoga Institute at the same time. They were both two years of training programs. I anger yoga teacher training. And then are your Veda becoming a clinical or your Vedic specialist? And then I went to India to study with dr [inaudible] who’s like a great or your Vedic doctor in the United States. He has a curriculum program which is like he creates a Kula around Google. I have forgotten the guru, right? So you have the small community, that’s it. Kula means community. The heart guru is someone who’s waiting with light, right. And so he takes a small group to India every year and basically we watch him practice both in the city and in the country and learn and he lectures. It’s a very small group. And so I was in that and I also, I did a few other study with a few other Indian doctors over there and just kind of saw how it was practiced and came back and realized that in, it was really fascinating.
Cate: 07:00 I had started running a, because of my yoga are your Veda overlap? I was constantly going back and forth and I saw what the Iyengar yoga teachers didn’t know about are your Veda that they should know in terms of like the daily routines of a Yogi, which is what has become body fries. My, my first book and has become the core curriculum for the yoga health coaches who are teaching habits of yogis around the world. And behavioral science and like how you actually get someone to change their habits in a culture that’s going counterculture to those habits, but like that. Then what I discovered is I would create these little programs and one of them was the yoga detox and it’s still alive today. We’re actually just on a closing call. We run it every October and every April hundreds of people come together from around the world and go through basically an at-home retreat, but I started running these in a small yoga studio in 2002 and I ran them twice a year at least.
Cate: 07:46 Now we’re down to twice a year and what I realize is in my or your Vedic medicine practice, when I was seeing people one-on-one and going more through the like, here’s a diagnosis from an aggravated perspective or like, here’s the pathogenesis, here’s some herbs, those special formulas particular to you, here’s how it works with your digestion, here’s the yoga routines specific to you. Here’s all these therapies is very personalized specialized program that they would actually not progress towards their desired end results nearly as rapidly as just a group of people going through a yoga detox and that’s where I learned the power of groups and I think any yoga teacher knows this. Like there’s a difference to going to the studio live and practicing with a group than there is at home. Especially with the [inaudible], someone who’s a very good yoga teacher, there’s an experience, there’s a momentum really affects your consciousness and that was just one of the big take-homes coming back from India is like my yoga detoxes were cheap too and they still are. They’re like around two to 300 bucks depending on when someone signs up. That investment and the amount of transformation that can take place versus seeing a practitioner one-on-one and getting this really specialized program. The efficacy is just like sky-high with our group programs.
John: 08:55 Wild Kate, there’s such power in accountability is what I’m getting from that. Like when you move through a process with a group of people, the group holds a higher standard than the individual. And so we want to succeed in our goal with each other and we help each other in that process of succeeding towards that goal, way more than we do as an individual. Even if, like you said, even if what we’re getting is so specific to us and so even given to us by some profound teacher, a lot of times we’ll like I’ll do it a couple of days and I kind of lost my Gusto, but with a group of people, it just drives us to the end goals. That’s really cool. Really cool. They want to hear what you’re experiencing with that.
Chris: 09:35 and it’s how we’re wired biologically, that group connection, we want to belong and we hold each other accountable to each other more so. So in our last conversation, you said you’ve been online for 10 years now, completely online, your business. How did you go from, you’re doing the yoga detox is at a yoga studio to where you are now. Kind of tell us about that path. I think it’s really interesting.
Cate: 09:56 I mean if I look back, there’s so many different, I think this is true for so many yoga teachers and wellness pros is that like you have a number of different income streams and they all work. So like if I go back to 10 plus years ago, I owned a yoga studio. By then I had an herbal product line, I had my yoga detoxes, I was doing private retreats where I’d like fly in for wealthy, wealthy client or two and and do like the a deep [inaudible] detox program. I was a yoga teacher so I had public yoga classes, I was doing some workshops. Aside from all that, like I am naturally [inaudible] curriculum creator. I’ve been a curriculum creator since like started in this field, like the first like optimal weight, optimal energy, your 2000 habits of a Yogi like 2000 and you know like they like for 19 years now I’ve been, and I keep creating curriculum.
Cate: 10:48 I can’t seem to stop doing that. And now the curriculum becomes the books, which is really nice. Like there’s just this really easy. So I had all of these. I’m like, trying to think. I’m sure there were like five other and constraints I had and it was all, everything was working, everything was making money, and then I realized I wanted to be just part of that whole Tim Ferriss four hour work week. That movement. When I read that book it definitely changed it just like overnight. I’m like, okay, I’m going to give myself two years to pivot.
Cate: 11:16 No, so I had all this stuff. I was practicing in sun Valley, Jackson Hole and Teton Valley, Idaho. I mean I had a whole like racket set up and that was earning well way better than most yoga teachers and wellness pros even do now. I was running really well then and I just kinda, and I grew up in a techie household. My dad worked in the computer industry from when it was like mainframes. I mean he talks about like the whole pledge card thing. I mean it was amazing. My sister had her master’s in geographical information systems by the time she’s 23 and we were on email and 1993 1994 as a family. So there wasn’t a barrier entry in my dad put a lot of pressure on me. I was like, look how successful I am as a cause. He was like, what the heck are you doing with your life?
Cate: 12:00 Like you know, always on a track to be a doctor or a lawyer or a stockbroker, you know, and you’re, I am like, I’m going to go into saving the world dad and this is how I’m going to do it. So he just kept saying like, where’s the leverage in your business? That was kind of like super frustrated. Like, look how successful I am compared to all my friends who can’t make a living at this. Like I’m making a living at this. And he was really, my dad’s a tough guy. He’s a, he self evaluates as this tough Jew from Brooklyn. Like his parents were immigrants from Russia and Poland, you know, like just a tough life. And he just like from a business perspective, kept looking at what I was doing and say there’s no leverage anywhere. He couldn’t see any leverage anywhere where I could leverage my time to, you know, for impact or for income.
Cate: 12:46 And you know, when I go back to like was it to impress my dad or was it like just cause he was totally right and I was curious about business and I’ve always had a head for business. I just gave myself two years. I said in two years I will be a hundred percent online and there’ll be leverageable. So every decision I made and they were hard and I just want anyone listening, those of you who are driven, who are, who are ambitious, who have [inaudible] in the mind and you’re attuning that to what end yogas called Tejas or are your Vedas called Tejas this like discriminate power of the mind to say yes to something meaning saying no to, to everything else that’s not in line with that. Yes, it’s a fiery path and it’s not fun. Like just to be super direct. Like you have to say no to the clients that have supported you to get from there to here.
Cate: 13:30 They’re not happy. You’re not happy. You have to say no to the yoga students. You have to say no to all of the things that are the old way in order to free up time to develop the next thing. And I did that and it was hard and it was, I was as gracious and some people came with me online. I’d say about 2% maybe 3% but as a result, I went from having, you know, a small self-employed business that was probably in around a hundred K 150 K a year to scaling over a million dollar business that’s online and leverageable and has this huge global impact in all these yoga health coaches around the world and their communities. So trade-offs, right?
John: 14:11 Totally. Okay. But this is such a beautiful story because this is where yoga teachers, this is what they want right now. Like when people finish training, they’re like, is it possible? Do I have to open up a studio? Do I have to go through the hundreds of thousands of dollars in debt to open up a studio and do that path or, and then they look at the online pattern like, well, there’s so much competition? There are always excuses, right? If there’s so much competition, there’s so much stuff. Like I can’t, how am I actually going to do anything online? And then instead of like you said, you took two years to really study and learn how to shift this to make the pivot. They get crazy know they get these ideas of I just needed to go social every once in a while, go on and do some social stuff online and then they’ll build this huge following and be able to make $1 million in nine but be able to travel the world doing yoga. It’s a challenge because there’s so many, there’s so many reality checks for them as they start to move in that direction. But you hit the nail on the head when it, it takes a person with sex drive because of the whole path of entrepreneurs failure, it’s like I’m going to fail and then I’m gonna get back up and do it again and I’m going to fail. I’ll get back up and do it again. I’m gonna fail. And so it’s, it’s an intense process.
Cate: 15:24 Yeah. And I would just say that to that, like it true Yogi has an unfair advantage to all the other entrepreneurs out there because yoga is the path of fire. Yeah. Yoga is the path where you’re willing to look at your own ego and all definition of the self and drop it for freedom and really pursue who you could be instead of who you have been. And the other unfair advantage that us yogis have is that we understand self-care. I mean when I speak with other entrepreneurs in all different types of industries, I have such an unfair advantage cause I, my whole developmental practice with yoga and our your Aveda is rooted in, in building deep, deep resilience, deep self-accountability, deeper and deeper levels of self-healing and ability to cultivate a much deeper energy. What are your betas called? Oh, just like you guys, if we can’t do it, don’t expect anyone else.
Cate: 16:20 But I also want to say like what yoga teachers often want to is they want, we want to lucrative lifestyle like it. Usually, people come to yoga. What I noticed is that they have a deep level of care and they’re smart, right? Like it’s just, it’s not an [inaudible]. Yoga is not an easy, it’s not the easiest path. If we’re really going to go deep in yoga and what we want to lucrative lifestyle, like we understand the abundance and that’s where the lucrative comes in. And then on the lifestyle component, we get that. If we’re not in sync, then everything we do will be out of sync. W we understand that they like the energy that comes from source perpetuates and that we want to be in alignment with that. And so yoga, health coaching, what we’ve done is created like a very simple system, like a very simple business model for people to have a lucrative lifestyle.
Cate: 17:05 And I think what’s really important for a lot of people listening to realize, it’s like you don’t have to work with that many people and you don’t actually, like, you don’t even have to do, do social if you don’t want to. If you have a higher price point and you have deep care and you have a package where you can get people to their results and you do it in a group like you really only need to work with somewhere between 15 to 50 people a year. It’s just not that many. If you have the right business model.
Chris: 17:30 Yeah. When did you start helping yoga coaches and what’d you start like the yoga health coach?
Cate: 17:37 Yoga health coaching began in 2012 but I started the yoga healer business school somewhere around, I need to go back and look, but it was probably three years before that I started a yoga teacher mentoring program. And that evolved into the healer business course, which we then dissolved as we grew yoga, health coaching, which is really like a wellness pro Academy. So we’ve all different, we have all different types of wellness professionals. 50% are yoga teachers, um, are, are your Vedic medicine practitioners. And then the other 50% are like all over the board from like personal trainers, nurses, doctors, naturopathic bodyworkers. I mean just, you name it. So it’s a very dynamic, diverse community. Lots of mental health therapists come in and we teach them, we teach them this very simple business model in real-time. So they implement it in real-time with us. And it takes, it’s not short, it’s 27 months because there’s so much training that they need in order to have this lucrative lifestyle and in order to get people to results faster, which is we’re more or less after both is it’s not sustainable for you. Your work in the world isn’t going to be that great, but if you’re not getting people the results then like what the heck are you doing?
Chris: 18:45 Yeah, totally. What’s the, I’m really interested, so you have these people in the wellness community coming into your yoga health coaching program. What’s their biggest obstacle initially? Is it like, are they not practicing self-care? Is it a business, a lack of understanding? What do you find the main thing you actually have?
Cate: 19:04 Yeah, yeah, it’s great. Really good question. Cause they, I, we always tell people coming in like you’ll make an amazing yoga health coach like we are and we don’t really care what you’re calling yourself. That like you’ll get people to results way faster than you ever have and they’re so good at that. And that part of it. The like how to create a great coach. Like that’s the easiest part. You don’t, you know what I mean? Like and it’s the funniest part in some for them. Like the funniest part for me is definitely teaching them the business structure and the sales and a little bit of marketing. Cause you know, if you only need to make 15 to 50 sales a year, you’re, it really changes how you might, can even consider marketing and what marketing even becomes. So the real work is like just enough leads to make just enough sales to get just enough people to the desire to results. And once they have that down against traction, but it is, it’s definitely talking to people. Yeah. Having a conversation which really means listening.
Chris: 20:01 It’s just so hard for people these days. [inaudible] will also say I, there’s a lot of introverts in the yoga community where like it’s funny cause I can be on like we do teacher trainings where you know have 20 people and I don’t have a problem speaking, but when I’m one-on-one sometimes I’m like, Oh this is a little more challenging to navigate than speaking one to many. And I wonder if like there’s the people that you find in your community which is more introverted, less inclined to speak one-on-one to people.
Cate: 20:32 We’re super diverse. So I feel like we’ve got all types. That’s definitely a pattern. The person that’s like great on stage but like can do a one-on-one conversation. Yeah. But there’s more of it. What I find is helping them realize that what they know there has to be a process of, of like how someone can come into their knowledge and really gain from it in that it seems intuitive and it’s really not. It’s really not. And so going through a very step by step process for how they can really help people get to results. Like all of the work done in that. It’s a lot. And it, it takes them about a, like the first year they, they earn, most of them are in their tuition back for the whole 27 month course because we force it, we forced them to, like we forced learning in terms of what they have to do step by step so that it immediately highlights the stuff that they don’t want to do.
Cate: 21:30 And it’s different for the different people. Like some people like don’t want to just like reach out and tell people what they’re doing. Yeah. Other people, it’s like, don’t want to speak in front of the group. I want other people. You know what I mean? It’s like so diverse. Other people, like they have the perfect person, like who can, they can really help who really needs their help and that’s really understood and they just can’t actually, they can’t actually charge what they need to charge for the prison to have enough skin in the game to work the process with them. So I mean it’s, and then other people can do that, but then they can’t onboard the person. Like, they can’t deal with the, what happens next and next and next. So we try to help them build a very simple, reliable process around, yeah,
John: 22:11 it’s so great because you’re aligning your business with actually creating success for these people that are going out and changing minds. So it’s like, it’s such, it’s so powerful and so powerful. I mean, people that do teacher training do the same thing, but there’s a level of, once the teachers go out, so many of them, they’ll get into a studio and get and start making a little money that way, but then realize that, okay, I can’t make a sustainable living doing this, so I need to do something else. And that’s something else is when they hit their biggest roadblocks in. And at that point is a lot of times when they go back to they’re not in fight or go back to their other business and kind of give up, don’t have enough time to do yoga anymore, which is, so it’s one of the passions for Chris and I is to help shift that.
John: 22:54 And it sounds like that’s where you are just so, so beautiful. I want to ask part of your mastery, Kate is aligning daily schedules with natural biorhythms. You speak to that a little bit for cause entrepreneurs in general and yoga entrepreneurs where it’s like you described him beginning, you have 10 things going on and yet all these different income streams are, and then family on top of it, all on kids and everything you’re juggling. How do you talk to us about aligning your schedule with the natural buyer then? Little mix. I think that would be a huge takeaway.
Cate: 23:23 Yeah, and there’s images in this embody five.com there’s a workbook, there’s a free workbook and there’s images in there, so if anyone listening could just go there and like print the principle dosha clock and there’s a bunch of worksheets in there too that can really kind of help help people realign. So Dina Charia is the daily, this daily wheels, daily rhythm that is just a backbone of Ayurveda. It’s the backbone of yoga. You can hear, you can see BKS Iyengar writing in a light on yoga. A lot of people have that on their, on their shelves. And if you pay attention in the beginning where he talks about the Sadika, so Sadika refers to and are your Veda Sadika Pitta, which is the in it’s kind of the mind, heart connection of [inaudible] force of transformation in the body. So there is a mental element at each of the doses.
Cate: 24:13 There’s tarp haka, cava, which holds the memory. There’s print of by you, which many of them, which is the hope Pronto feels in the body. And this connection to like, Oh, it gets involves my brain and my heart. Well, the function of Pitta, which is the force of transformation is the Sadaqua and the Sada has to decipher like all the bullshit from the true path. And that’s the that’s the goal. So in that practice, over thousands of years, it became pretty evident that there’s a way to align with the rhythm of the planet for human beings. And it’s different. I’m always like, my cat is a feline is not a primate. Okay. He is a different schedule. He comes in at 4:00 AM and he’s like, I guess I can like go on a bed and I’ve been in bed since 9:00 PM right. So he’s on different paths for primates.
Cate: 24:58 With the yogis discovered is that we digest best when there’s the most [inaudible] file in our body. We digest fast when the sun’s highest in the sky. So we eat during daylight. Like we like my cat does not care about looking at his food. He just doesn’t care at all. Like he doesn’t even care what the food looks like. His food prep is like kill, eat skin. Well, I mean it’s disgusting. He’s really, he’s very vocal eater. It’s gross. We live in the country so he hunts all the time. Whereas like me and, and you like, we’d like to see our food. Yeah, we actually take enjoyment from seeing our food. We need to daylight free electricity. We need daylight to see, to ingest and to digest. So when we eat more of our calories in the daylight hours, what happens is we naturally get tired or earlier in the evening. Now we’re often in a cycle now.
Cate: 25:51 Like Netflix says their biggest competitors sleep. And that’s true, right? A lot of people are in a, they’re wired and tired, they’re staying up too late. But when you do that, you’re burning energy from the next day, which is basically you’re breaking down your immune system over time. If you have that habit, which means you’ll have allergies, you’ll see allergies and you’ll have some sort of like the autoimmune thing or cancer. Like that’s sort of the trajectory is a really great modern book on that written from an allopathic perspective called an elegant defense. Um, it’s all about immunology and the defense, our body is, and what’s going on. And he ends up with the same conclusion that are your betas reach, which is like stuff breaks down when stuff breaks down, you lose resilience. Cells lose their intelligence. So eating earlier, going to bed earlier, there’s a reason in any religious or existentialist tradition, there’s an awaking before the Dawn because there’s more access to, there’s more access to universal energy to the great unknown, to the big odd, right?
Cate: 26:49 That happens before the Dawn. And if you sleep through that, you’re going to have a mundane day. It’d be lessened touch with your own intuition. You’re going to be less in touch with your own body’s buyer or them. But if you wake earlier, there’s a natural impulse to wake up, splash cold water on your face, drink some water. There’s a natural impulse to eliminate [inaudible], which basically like having a complete bowel movement within an hour. These are just very natural functions that align your [inaudible], your whole being for the day and then with the yogis like to do and really is a natural impulse. You’ll see children doing. His move is we move before we eat, you actually open the [inaudible]. We opened the channels of prana in the body before we ingest anything. Right before we add something in, we first just take in oxygen and we actually clear out to music energy or that, that heavy dull energy.
Cate: 27:38 You’ll also see in any kind of yoga textbook where they talk about the three main Gunas. So these little things, you know, I mean, that’s what my first book body is all about. Um, it just breaks Dina chai into 10 really simple habits. It starts with today rather than tomorrow because we can all put off tomorrow and then tomorrow never comes. But we can all take action today just by eating a little lighter later in the day to day, going to bed a little earlier, not using technology after you know, when you’re done with work, like try to be done before six and be done. Like just you get to take a technological break tells till tomorrow. Don’t bring your cell phone to bed. Like, don’t wake up and check email. Like give your chance, your system a whole chance to [inaudible] be aligned. And then you’ll have the power of focus and the power focus.
Cate: 28:20 There’s great books on this. They’ve had a number of podcasts with, with really great people. And this last one was with a Brian Solis who’s an digital anthropologist, his book life scale where he really goes into the science of like what’s happening with humans and technology and how you want to use time, how you want to use technology to live an optimal life. I think there’s a million references to this stuff. You all know them who are listening. Give yourself a chance to really do your deepest most focused work by also not using, you know, technology at certain times of day, not using food at certain times a day and really observing that your body needs very, very depressed that has to happen before 10:00 PM like you’ve got to wind down before 10:00 PM to hit your deepest chance at REM, which is like your body’s biggest ability to rebuild and then you’ll start tomorrow. Right?
John: 29:05 Yeah. I’ve heard that between 10 and 12 are the golden hour is the golden. You want to be asleep at that time because it’s the way you get REM sleep and it’s so, so vital. So I want to just highlight for our listeners, well, Kate’s saying is that this like not only following these natural rhythms, does it give us the ability not to get sick and, and, but also to have focus, but to literally be more productive throughout our day, to be more focused and get better things done, be more intuitive, intuitive with ourselves and understanding. Yeah, you’re out of balance. But in being able put together our, our life literally designs our life. So we’re not rich, we’re not tired, we’re not using caffeine to get stimulated, to try to keep it going and eventually breakdown, but to really follow that natural rhythm of life, a natural rhythm of our bodies so that we are thriving, inductive and can literally build our dreams. So those of you who can’t teach, just drop the mic on that one.
Chris: 30:06 Before we end, I want to ask what’s next level for you? Where do you see your business going? Where do you see your life going? Like if you three years, five years out?
Cate: 30:15 Yeah, I mean it’s, I mean it’s such a cool place in my, in my business and with our global community and with the team and there’s a certain maturation. I started podcasting really back there around 2007 we didn’t have an official show til 2012 and just seeing like things gain momentum and relationships with different people I’ve hosted over the last decade gained momentum. And so we have a book release happening in March master view, which is Dharma. It’s a Dharma book for how to empower yourself with the five elements so that you are continually creating the next chapter of your life in alignment with your potential in alignment with your ambition while also experiencing greater levels of flow and more and more time. So that’s coming out. We’re going to do a big tour next year and the year after we’re going to do a really big event.
Cate: 31:06 So we’ll have a, we’ll have our first like really, you know, large scale event for the greater yoga healer community and some of our, you know from are like network partners and it’s exciting. And this next year what’s happening in yoga health coaching is it’s really started to grow rapidly. And, and I can just mention for anyone who wants to check out the business model, there’s a free email@example.com forward slash master class. And that masterclass kind of gives people an idea of like how the daily stuff, I just talked about how that fits in with the group and how that fits in with the business model. And I kinda just walked through it and then you can talk to someone on my team about it and see if it would work. But that’s getting really exciting to see how the global network of health coaches of our yoga health coaches is just, they’re collaborating and networking and growing in their own communities. And, and I’m excited just to have the, the bandwidth to support the growth of the structure of the organization.
John: 32:02 That’s awesome. Congratulations with all that. Yeah, that’s beautiful. So where else before we, uh, we have two more things before. Where else can they reach out to you if they’re interested in Morris that [inaudible]
Cate: 32:15 yeah, go to watch the masterclass. You guys like there’s a lot like it’s 40 minutes and it’s packed and it’s YogaHealthCoaching.com/MasterClass. And if you watch that, it’ll go right into a chance to schedule a 60-minute career session with one of our coaches. And we really like the way that we do every like we model everything we do for our yoga health coaches and our future yoga health. And part of that is like showing you the community that you’re going to enter before you enter it. So there’s a lot of conversations with people in the community already. And part of that is like, I mean I think we’ve all had that like yoga class where that person’s coming in that like really was in some way, shape or form, like not able to adjust the vibe. Right. And like, and sometimes it’s just not a fit.
Cate: 33:02 And so because this is such a, this is like a, like it’s a big deal to rewire your business model and, and to really look at doubling or tripling your revenue. So we like to get people really assimilative before they come into the [inaudible] before they become a member. And so people get to experience what that’s like. It’s actually interesting. Like I often go back to like if I was going to have a yoga studio again, one of the things that I would do is before a student would come into a class is I would sit down and find out like what, what are their goals? Why do they want to do yoga? Like what’s worked for them in the past? What isn’t working for them? When do they want to reach their goals by, are they like, what’s their ID cards is such a good Sanskrit word of studentship, rent. They mild, medium or hot just so that we can figure that out. And so that’s really where I recommend people start. In any yoga teacher or, or someone who’s thinking about you being a yoga teacher, a wellness pro, um, is going to YogaHealthCoaching.com/MasterClass and you get to have the actually inexperience of onboarding, which you might not come into our community at all. But I promise you’ll learn something for how you want to work with your, your members. Thanks for students or clients. Yeah.
John: 34:07 So we finished every interview with the speed round. So we’re going to do a speed round with you.
Cate: 34:11 I love speed speeding tickets cause I love.
Chris: 34:16 adrenaline junkies. Going back around.
John: 34:20 mountain bike, we serve we snowboard, Brazilian jujitsu, martial arts that we’re right up there with you, but it’s going to start off. We’ll go back and forth and throw a question so you just fill in the blank. Here we go. Ready? My favorite food is
Cate: 34:35 hot water.
John: 34:39 The book everyone must read is
Cate: 34:42 body thrive.
Chris: 34:43 Nice. Teed that one up for you. I feel most alive when.
Cate: 34:50 I go to bed early.
John: 34:53 Money is.
Cate: 34:55 everywhere.
Chris: 34:57 My number one passion in life is
Cate: 35:00 life.
John: 35:02 Freedom means source is
Cate: 35:09 always available.
Chris: 35:10 When people remember me, they’ll say
Cate: 35:13 she inspired me.
John: 35:16 Awesome. Well, Cate Stillman, thank you so much for joining us on our, on this episode is a blessing. It was a pleasure. We enjoyed it very much. Thanks for Mustang.
Cate: 35:27 Yeah, you bet. Dax brothers yaks yoga. I’m psyched and if you guys ever have other stuff that you want to, that I can be helpful to your yoga teachers and communities, don’t hesitate to reach.
John: 35:37 Awesome. We appreciate it. Thanks for listening everybody. We appreciate you being here. Remember, do the work, honor the struggle and make the world a better place. See, you guys do.
Outro: 35:50 Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.
In this episode, Chris and John will be talking about where an aspiring yoga entrepreneur can start their entrepreneurial journey from and how they can grow their yoga practice to great heights.
These topics will be covered in response to two questions that were asked by their listeners.
They will dive deeper into each topic and give us some detailed advice on where to start right after teacher training. They’ll explain some of the ways that an aspiring yoga entrepreneur can start teaching people so they can figure out who their target market should be before they can eventually set up their own yoga practice at a physical location, online, or even both.
If you’re a freshly trained yoga teacher, this episode is perfect for you.
Key Points Discussed:
Join The Facebook Group –> http://bit.ly/yogaentrepreneur
This episode was released November 27, 2019
Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors
00:00 Yes. Welcome everybody to this week’s episode. It is a special one. Chris, what are we talking about? Well, today we’re going to be covering two topics, two questions. The first is, where do you even begin as an entrepreneur, as a yoga entrepreneur, like how do you grow and then in that process of growing, how do you keep the fire lit in your own practice? Some good questions. Let’s dive in
00:23 What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.
00:54 So, this is a cool one cause we’ve been asking you all to rate, review, and subscribe, and, as you do so, leave a question in the review. And so, today what we’re going to cover is two questions that were left in the reviews of our podcasts. So thank you first for rating, reviewing, and subscribing. If you haven’t already, please go to the Apple podcast. Subscribe, rate, and review. We’d love to hear what you have to say, and if you have any questions, cause we’re going to continue to do this, and we want to make it very relevant to you and help you in any way that we can. So the first question comes at us from Peace Bugga @Jane_Highsome. I apologize if I mispronounced that last name. He probably did. So, the question is, where to even begin. How do I grow and flow? Great question.
01:46 How would you answer that, John? So, as a yoga teacher and yoga entrepreneur, which this… I’m going to assume that’s what she’s saying, is like anything, the best way to grow is to cut our teeth. When we finish teacher training, when we finish learning how to teach this stuff, jump in and teach as many people as you possibly can. If that means starting out a studio and teaching classes in a studio, or paying your family and friends. No, I kid a little bit, but not really. We have a… one of our teachers when he finished his training, he actually paid his friends to take his class so that he could cut his teeth with it. So, our point is, teach as much as you can, because in that process there’s two things you’re trying to figure out. Yeah. And that is who do you want to serve and how do you want to serve them.
02:31 So, this is really interesting. So, back in 2005 when we opened up hothouse… so, it’s even before that. So we graduated from our first teacher training, the one that like, certified us to be teachers in 2003. Right? And so in 2003, it was a totally different landscape of yoga. Like, there wasn’t social media. There wasn’t this whole big online presence that you have the capability of serving people. And so, for us, back in the day, it was like you’re either going to teach at another person’s studio, or you’re going to open up your own studio. And that was pretty much it. Yeah. So then… so that’s like, that’s kind of the, “How do you want to serve them.” Right? So, what we’re saying in the cutting your teeth is, during that process… so, really, you just got to get your feet wet. You got to get in the mode. You got to like… you’ve got to put in the reps of teaching.
03:22 And that’s why it’s important right out of teacher training to go at it immediately. And there’s a lot of people who like, you’ll never feel ready if you’re in a position where like you’ve done a teacher training and you haven’t taught yet, like you’re never gonna feel ready and understandably so because you have a high standard, most likely of what you want to offer people. And your ego will keep you from acknowledging the effort, the time, the energy, the money that you’ve put in to acquiring the information you have. Chris, do you remember when we finished training? We threw ourselves into our first class. Did you feel ready? Oh my God. I felt so. I would like to individually call and apologize to everyone who was in my first class. My first class was a 90 minute class. I taught it for 105 minutes. I went over 15 minutes. I didn’t even realize, but I did every single cue that I knew for every single pose, and it was just, it’s Christmas in that I was in that class and it was the worst.
04:21 It was like, it wasn’t that bad. He was a good teacher. He had no, yes it was, but it thought we were better than we were because we had experience in martial arts and teaching classes and martial arts, but it didn’t translate that well guys. It was like, it was a different thing and I just, I wasn’t ready. Yeah. By my third class, I was ready to quit. It was my third one. I was like, yeah, I’m not cut out for this. I’m going back to martial arts. And thankfully I didn’t stop. Right. But so that’s, there’s some value in that. Just like, don’t stop, just continue, but you got to start. That’s kind of the where like where do you start? Start teaching, teach anywhere. Like we said, our one of our teachers paid someone to teach them. Paid them to teach them. Yeah, but I don’t think you need to go do that.
05:03 Like we have people who just graduated from our most recent teacher training and they were going out and teaching at a church. They were going out and teaching at a nondenominational church. They were going out and teaching in the park and like they’re doing the work that needs to be done in the beginning. The point is you got to start. If you don’t start, you’re never going to get to where you want to go. And as in that process, as you’re teaching people, you start to get a sense of who is it that I want to serve? How do I want to express this gift of yoga to the world? For some people it’s they get in, they start teaching, they realize, Oh, I want to teach kids. I want to make an impact in schools and have this as a huge shift in the school system to help kids.
05:37 Some people realize I want to teach the elder. They want to teach people that are in retirement centers that need that mobility to get their lives back on track and so the game it’s wide open. Some people are like, I want to teach wounded warriors, I want to teach veterans. I want to like, but we have to get out there and cut our teeth to get that to actually acquire the skillset and then we decide who is it that we want to serve and a great start point and deciding and figuring out who you want to serve is to start with your own story. We just finished, I think by the time this’ll air, it’ll be a couple of weeks ago. Who is your who? We did a whole podcast. It was actually a live training that we did in our yoga entrepreneurs secrets Facebook group. It really dives deep into figuring out who is your who, meaning who is it that you want to serve?
06:17 But the where we start is with our own story. Like somewhere along the way, you got fired up to practice yoga and in that process to teach yoga and there’s probably some problems, some struggle that you went through. Maybe it wasn’t yours but it was somebody else’s and all of a sudden you got inspired to want to help them. That’s what called you to actually do a teacher training and to become a teacher and so if you didn’t go through that, consciously go back and reflect on your own story, reflect on your own experience or if you didn’t have something that like stands out, figure it out. That’s why the value of teaching is one, you’re going to get better at the skill set that you have, but you’re also going to be encountering a lot of people and you’re going to be able to talk to them and see what problems they’re experiencing and see how you can help them.
06:53 Once you’ve got that, then it’s how do you want to serve them? Now, we started with a story of us back in 2003 when we started teaching and the answer was teach at a studio or open up a studio. Well, we opted for both. We started teaching at a studio and then we opened up our own studio 2005. Now the opportunities that you have are so much more abundant because you can go online and do an online business. You can like create a Facebook group and have people pay you to coach them within the Facebook group. You can become a yoga coach, you can own a studio if you want to. You can teach and become like an independent contractor at studios and teach at a bunch of them. Like we had a student of ours who was just solely doing retreats to Bali. I was like, awesome. I was like, man, how did you figure that out? I want to do that. Um, so the point is then, so who and then how that’s how you begin and that’s how you continue to grow and flow is teach a lot because that’s going to cut your teeth and that’s going to get you better. And then in that process, figure out who it is that you want to serve and how you want to serve them.
07:50 Yeah. The next thing that happens, and this kind of relates to the second question, is that when we get out there and start teaching and we’re consistent with our teaching, we tend to fall off. Our practice. This happens with most teachers, is they start to teach so much that they forget about that self care. They forget about their own practice and staying committed to their own practice. And this is vital in our ability to be exceptional teachers not falling off our practice, continuing to practice. But think about this. We all have those days, especially as we start to teach more where you teach two or three classes in a day and the last thing you want to do is get back into the studio and take a class. You get tired, but our ability to teach in all the emotional States, and this is why we are extremely adamant about teaching, like so when we first opened up our studio, all our teachers had to take five classes a week. That was the policy in order to teach with us. Now, I’ll preface that by saying we didn’t have a wives or kids at the time, so we were practicing at that time, six to seven days
08:49 week. For me it was like six because at that time and in my early twenties I would go hard all the, because the reason I was practicing was different than than the reason I’m practicing now, but what we said was, listen, our standard is six to seven we require of our teachers five. Why? Because we knew that for them to teach and to stop practicing meant they would be ineffective as teachers and they would stop growing and Chris needed a party night too. Yeah, my early twenties I probably did in their 20s we decided to have a party day. Oh my God. Yeah. Yeah, man. It’s trying to find the balance, trying to find the balance. But fast forward, two years later where we got married, we had kids, we started to realizing that we needed to balance life out in order to practice that many days a week in the studio.
09:41 Now we use, you know, home practice and things like that and we’ll, we can talk about that later. But in order to do that practice that much, other things had to take a side and we didn’t and that’s not, we’ve talked about this before in our value ladders, what’s most important in our lives and health is way up there and families right there too. So for all of us, for Chris and I, what we’ve realized is I need to shift this a little bit, right? And so we ended up dropping it down. As we got busier with life and kids and family, we started practicing four to five days a week, right? And we require a teachers to at least teach three to four days a week. So it’s shifted a little bit. And it happens as we get older and we evolve and we start to realize, okay, there’s other things that are in my life that are extremely important to me.
10:21 I need to balance my time in different ways. Right. So we’ve really haven’t answered the question of how do you keep the fire lit as you continue to teach more and as you increase the level of responsibilities. So the real answer, it was kind of embedded in what we were talking about, which is we’ve got to figure out why we’re practicing and then how our practice relates to how we’re teaching. And so, and it’s an evolution. The real answer is like the big takeaway is how do you keep your practice like on fire? How do you keep the fire lit for it is always remember your big why. Like when you started practicing yoga in the beginning there was something that captured you. There was a why that like drove you to practice even when you didn’t feel like it. Right. And then for us it was like, I want it to be the best Yogi.
11:05 Meaning I want it to be able to do press ups into handstands and all the different arm balances and at one point I was like, I want to be able to do like a one arm handstand and that meant a lot to me. That was my big why I wanted to get better physically because I was very performance oriented coming from the martial arts background. Now fast forward to what John was talking about here I am now like that was my early twenties I’ll be turning 40 this coming March at the time this is being recorded and I’ve got a wife, I’ve got two young children, I’ve got two yoga studios and a whole other business AXA concepts and my life is busy and the reason I practice now, my big why I don’t care about the handstands, I don’t care about the press stops, I don’t care about the physicality as much.
11:46 I care about the physicality and how it keeps me feeling good in my life. It keeps me showing up for my wife. It keeps me showing up for my to be the best father, to be the best husband, to be the best brother, the best employer that I can possibly be. So my big why is men, it’s not for the physical, it’s not to do these advanced like all basically like gymnastics type things because that’s what ends up happening when you advance in the yoga Asana, the yoga postures, it’s how the yoga practice affects my life. The real, what’s embedded in that question is at some point you’re like, man, I don’t feel like practicing. I taught two classes today. I taught three classes that I’ve taught 10 this week. I’ve taught 15 this week. Man, I don’t feel like getting back on my mat.
12:26 So how do you get on your mat when you don’t feel like getting on your mat? The answer is remember why you’re doing it in the first place. Go back to why you started it in the first place and that will connect you. It creates the environment mentally for you to show up physically. Yeah, and I know that when I continued to practice day in and day out through all of the emotional ups and downs, when I’m feeling a little bit off energetically, when I’m feeling tired, when I’m feeling energized, when I have so many other things to do, but I prioritize getting on my mat. I realize that when I have those experiences, those are the exact experiences that my students are having to so that I can actually talk about those experiences in classes and relate to my students even more so. So it’s powerful not just for us, right, to get our bodies feeling good, to get our minds clear, but it’s powerful for us as teachers to be able to relate to our students because they are doing the same thing.
13:20 We’re telling them to practice consistently. They’re coming onto their math and every kind of different emotional state and when we can speak to that, we create connection. Yeah. We have a coach of ours who says when a teacher stops learning, they lose their right to teach. That’s what John just described is like when you lose the connection of what it feels like to be a student, you’re not growing and staying, that you’re not leveling up your experience of the practice. So you lose the relatability to people that you’re actually teaching. And what’s so sad is that like the very thing that sparked the desire for you to teach and give back in this way was your practice. And if you look at your practice like throughout your lifespan, of course it’s going to change. I think one of the reasons we lose the fire is because we’re trying to practice with a Y that’s no longer relevant.
14:12 Like today, if I cared about doing handstands and stuff, I wouldn’t fire me up because I don’t care about it. It’s just inside. It’s like, it kinda hurts to say that because I really used to like identify with being able to do some cool stuff. But now I care about like being patient with my kids. Because if our why’s and what Chris is describing is, is that your why has to create emotion, emotion drives behavior. If there’s not enough emotion around your why, it’s not a big enough why because it’s not going to drive you. Like the example he just used is not enough. Why? For him or myself to get on our mats just to perfect our handstands just to perfect some part of our physical practice. There is a huge Y in the
14:52 ability to keep my body healthy, to feel good, to keep my mind clear so that I’m better at everything. I’m a better husband, I’m a better father, I’m a better brother, I’m a better son. It helps me become excellent in all areas of my life and that is a big enough life for me right now. And that’s how my practices evolve just like Chris’s.
15:08 Yeah, and the side benefit of that is then like we said, you get to relate to the students at every level of their practice. Like we’ve been open for 15 years now and we have students who have been with us the entire time, even before we opened up the studio. And because we continue to practice, I can relate to where they are now at their level of experience. And that their level and lifetime of their practice. Super valuable. So the real like what does winning look like for the beginning? It’s teaching and like doing it, doing it when you don’t feel like doing it and practicing when you don’t feel like practicing because you’re connecting to the big why and you’re just putting in the time to stay connected to what’s most important to you in relationship to your practice and in relationship to your teaching.
15:48 I’ll add to that. You’ll also feel that one of your students comes up to you and says, I have been going through the toughest time of my life and coming to your classes has helped me in such tremendous ways. I can’t even describe it. When your students share those victories in their lives, there’s intense experiences they’re having and how coming to your class has helped them in their lives. That is, that’s what winning feels and looks like.
16:11 Yeah. So you want to do lightning round on me? Speed round on you. All right. Let’s finish this episode off and do a speed round on Chris. Listen to a couple of the interviews that we’ve done. We always end with a speed round, and John, just do this at me. So tough. Everybody off the cuff. Here we go. Speed round. Chris, answer the questions as I read them out to you. So my favorite food is a used to be Angela [inaudible] and now it’s Tenpay tacos. I like it. The book everyone must read is untethered soul by Michael singer. It’s part of our required reading for our teacher trainings. I feel most alive when I’m surfing. Whew, man. Ah man. Let me qualify that when I’m inside of a barrel surfing. Oh, and that’s actually the moment that you get spit out of it. It’s like being born again.
17:04 People. Oh my God. So good money is a tool to buy back my time so that I can focus on what’s most important in my life. My number one passion in life is yoga. Come on, dude. Freedom means, Oh, freedom means acknowledging that I have a choice in any given situation. To see the situation in a way that lifts me up or at least gives me insight, or at least very, very minimally does it. Let me fall into this victim mindset, sweet a God or source, whichever word like to use. God is everywhere all the time and is loving. And last but not least, when people remember me, they’ll say he really gave a shit. He really cared. Yeah, that’s it. Amen. That’s it for speed round. All right, Chris, take us out. Thank you for listening to yoga entrepreneur secrets. Please rate, review and subscribe and as you’re reviewing drop a question and you can be featured in the next Q and a section of our, one of our episodes upcoming. So thank you so much. Do the work. Honor the struggle and make the world a better, a place to live. Peace, peace.
18:29 Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.
In this episode, John and Chris welcome Josh Forti, a 25-year-old entrepreneur, and expert in the Facebook group industry. Josh has helped his clients grow and manage over 5 million followers on social media and generate over $3 Million in revenue.
He has a 30,000+ member social media and digital marketing focused Facebook group, is a speaker and recognized thought leader featured in Entrepreneur Magazine, Huffington Post, Buzzfeed, Grant Cardone TV, and Chicago Area Radio.
He is very passionate about sharing the most modern and effective marketing strategies with entrepreneurs and companies aimed at making the world better. He’s a really fascinating individual and he comes on to talk about his journey as an entrepreneur, and share all the actionable lessons he has learned that we can apply on our own entrepreneurial journeys. Stay tuned for all that and more.
Key Points Discussed:
Join The Facebook Group –> http://bit.ly/yogaentrepreneur
This episode was released November 20, 2019
Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors
Josh: 00:00:00 Objective thinking probably changed my life more than anything else ever in my whole life ever, except for maybe my faith. It allows you to see clearly when nobody else can, or nobody else does. It allows you to look at things for what they are, not for what you want them to be, not for what they are positioned as, but it allows you to have the clarity to see facts. And, when you use objective thinking, you can look at any situation and you can remove yourself from it, even if you’re involved in it, and you can look at everything including your emotions as facts.
Intro: 00:00:32 What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.
Chris: 00:01:02 So, welcome to Yoga Entrepreneur Secrets. We are super excited for this episode, because we are interviewing a good friend of ours, Josh Forti. Now, go ahead John.
John: 00:01:12 So, we met Josh at a mastermind event called OfferLab and one of the coolest things is when he sat down in front of… really in front of anybody, but when he sit down in front of us, he broke us down as far as what we needed to do on social media like, like literally like, we just paid him a couple thousand dollars to do it. It was so much information, so good, and so life-changing. And, speaking to everybody at the event, he did the same thing with everybody too. He just loves to give and loves to change lives.
Chris: 00:01:39 Yeah. Loves to serve and like, and so we’ve now… we’ve… we went to OfferMind, and we hung out, we went on a run, we like chilled, we had great conversations for like all hours of the night. So… so we know more about him, and like, he has this really awesome, interesting, like the backstory to his upbringing. He’s accomplished so much already. He’s owned multiple businesses, he’s sold businesses, he has hacked and is an expert on social media, and now he’s like in this process of reinventing himself. So, we’re going to dive into all that, but first, we just want to say thank you so much for taking the time to be on our podcast.
Josh: 00:02:12 Yeah guys, I am so excited for this. And, it has been really quickly that we’d become friends. When was OfferLab, was that like May, I feel like?
John/Chris: 00:02:21 Yeah. 25th. Yeah. End of May.
Josh: 00:02:23 Yeah. End of May. And like, now here we are. You guys came on my podcast, I’m on your podcast. We’re like homies. It’s like… great.
Chris: 00:02:30 That’s right. So Josh, tell us where are like, the… are people who are in like, entrepreneurs, but in the yoga space.
Josh: 00:02:36 Yeah.
Chris: 00:02:36 So, you’re an entrepreneur through and through, and tell us like, how you came to be that, like what… what was your backstory? How did you get to where you are today?
Josh: 00:02:45 Oh man. That’s… I don’t know how people that are like, in their forties, fifties, sixties, that have been entrepreneurs their whole life answer that question, because I’m already like trying to figure out how to answer that question. But long story short, when I was 11 years old, or on my… over my 11th birthday, my family… my dad quit his job, sold our whole house, packed everything that we had in the back of an RV, and we drove from Los Angeles where we were living at the time, to a little itty-bitty farm town in the middle of nowhere in Indiana. And so, from there, grew up on the farm, always had like this entrepreneurial bug. Right? Like, trying to start businesses on the farm, and like, hustling and working, and long story short, after many failed attempts, and going in and out of like serving jobs, and sales jobs, and like things like that, I finally was like, “I’m going to go be an entrepreneur.”
Josh: 00:03:28 I didn’t know what that meant, but I was like, I’m going to do it. And so for me, I didn’t have any money and I always thought that to be an entrepreneur you had to like how tons of tons of money and or take out a loan or something and it was, you know, hundreds of thousands of dollars in overhead. And then I found this thing called Instagram. And you know, at first I thought Instagram was the dumbest thing ever until I watched a little masterclass, little webinar, right? And they were like, you can make money on Instagram. And I was like, no way. This is awesome. And so I got started on Instagram and really just started posting valuable content, actually started in kind of like the motivational space. And then actually ironically moved into the fitness base, which I was not like a fitness person back then at all.
Josh: 00:04:05 Like I had the worst diet, I had the worst habits, I the worst, everything. And uh, but Hey got followers, right? So started growing pages there, started making some money there and that kind of just blew up and led one thing to the next, to the next. So fast forward, gosh, it’s been like three and a half years now. I started an Instagram agency, sold it to my business partner or got out of it, I should say, kind of a sale. Like it made a little bit like a couple of grand, but no, bring them really the sale part of the ways and then learned more marketing side of things and I’m really, really summarizing everything. But through a transition of a bunch of things, I made a good deal of money and had a fair amount of success early. Very blessed. Nothing like earth-shattering or shaking, but earth-shattering or shaving for my life, you know what I mean?
Josh: 00:04:45 Like coming from a farm town, a background of making $25,000 a year, you know what I mean? Like all of a sudden you make like a quarter-million and you’re like, Oh my God, gosh. You know what I mean? Like it’s insane. Right. Um, and so then had a quarter-life crisis, if you want to call it that, like kind of hit the top for me. And then like just [inaudible] tanked because I didn’t know who I was and I was super stressed out. I was working 18 hours a day and that’s when I really started focusing on success in all areas. And that’s what I really started focusing on. My mental health, my physical health, um, my eating habits, my mindset habits, building sustainable businesses, um, and things like that. So that was like a year and a half ago or just over a year, a half when I kind of hit rock bottom in the last 18, 19 months for me has been this process of learning about mental health, learning about mindset, learning about physical health, learning about like everything involved in that, along with business and building a business.
Josh: 00:05:37 I recently just sold my agency and we’re getting ready to go travel and just super, super cool. But what kind of my backstory is social media. My background is social media, social media marketing, 5 million followers, grown and managed on social media. About 3 million in revenue done. Not like, not only personally, but like, you know, for the clients and staff that we’ve served. So the free plan.
Chris: 00:05:54 That’s awesome. Yeah, that’s huge. And so when you got it initially and you found social media and Instagram specifically, was it purely like, man, I just want to make money. That was like the overarching, like this is what I’m doing. I want to make money, I want to make money as an entrepreneur. I don’t want to work for anyone else. Or is there anything else that was there that was like, man, this is why I want to get into this?
Josh: 00:06:11 Yeah, no, it was pretty much just I want to make money honestly. But more importantly though, it was, I wanted to be free. And I think in my early days, the vision was I want to make a ton of money. Right. But the immediate, like the ultimate driving factor, you know, when you look at human psychology, which I mean huge on [inaudible] no, there’s two driving factors in every decision that every human makes. We either want to move away from pain or towards pleasure. And that moving away from pain is a much stronger driving force. And that was what it was for me. The pain of not having money, the pain of not having freedom, the pain of I had to report to a boss and I am not a good employee. Right? Like I clash, I have a strong personality. And so when I first got started, it was Holy cow, I can make money and I could quit my job and I don’t have to have $100,000 to do it. You know what I mean? And that was like this like earth-shaking, groundbreaking moment for me when I realized that I didn’t have to take on debt or go into raise hundreds of thousands of dollars to go start a business.
Josh: 00:07:07 Yeah, yeah. So you were saying like your first message business blew up and you were like rock and rolling and then you kind of nosedive like life kind of news dot nosedive for you. Like, tell us a little about what that, what the struggle was or what, looking back at it now, what was happening at that moment that like kind of forced you into that nosedive and kinda hit you hit rock bottom and have to rebuild again.
Josh: 00:07:29 Yeah. So it was interesting because it wasn’t, so my first, well I don’t want you to say my first company, there was a lot of failed attempts, right? But my first like, excuse me, success was a, excuse me, an Instagram story or I’m an Instagram growth. Hey, with a, an agency. And so we would, you know, people would come in and hire us to grow followers and we would like easy get 10,000 followers a month on an account, right? Like, and this was back in the days when you could do like 80% of stuff wrong and still grow. Now you have to be like 80% of stuff, right. And still hope you grow. And so there’s a little bit different back then, but we would go and do this. And so my business partner and I had two different visions for what the company was going to look like, which is why we split and no animosity towards him whatsoever.
Josh: 00:08:10 He’s gone on to do very well for himself. And you know, I have nothing bad to say about him at all, but he wanted to go more of the agency route and I wanted to go more of the education route. Like some people like want to have courses and do teaching because they think it’s easy. Right? And I’m like, if you think it’s easy, you have no idea what you’re doing, right? Like it looks easy because of, Oh, the profit margins are super, super high, right? And there’s instant deliverables and you have so much flexibility in what you can sell, but like shoots, it create a sustainable education. Business is hard. Like it is not easy, but I’m a teacher at my core, at my, my root. Like I love teaching people and I’ve been blessed through a road [inaudible] plus the amount of trial and error and trying and you know, doing it over and over and over and over and over again.
Josh: 00:08:55 I’ve been blessed to be able to learn how to teach really well and I can connect with people and I can break false beliefs just naturally. Um, oftentimes I don’t even know what I’m doing. Like it comes up consciously because I’ve trained my mind so much to do that and I’m like, I’m just so much more intense and passionate about it then other people are. And like that’s an element I don’t, I don’t think you can teach. I like some people have that gift. And so that’s why I say like entrepreneurship I to a certain extent, I think building a business is training like trainable. Like you can teach someone how to do it and like coaching is important. But there is an aspect of that teaching though. Like some people have that gene and some people don’t, more so than others. Right. And I think that that’s one of my guests.
Josh: 00:09:31 And so for me, I wanted to go that route. And so when I, when I pieced out from him, like I still had this element of like teaching, but I didn’t, I didn’t know what I was doing. Right. And so naturally when you’re a charismatic person that’s putting out content, like I’ve been told many, many, many times that I’m just an interesting person to follow. Right? And so I got people’s attention. I don’t know how I did it at the time, but I just did it. And so I had these big huge clients coming to me like Dave Woodward and Todd Dickerson and Steve Larson and like, like big names that are like, yeah, Hey, we want to hire you. Like, Hey, can you grow an Instagram account? Because it was like this new field. So what I’m going to do, I tell them no, right? I’m like, heck yeah.
Josh: 00:10:10 Like give me no money. Right, right. Let’s go. So that’s what I did and it was, it was super awesome and, and I served them really well and they were happy with everything. And actually I think every single one of them, I was actually the one that terminated the contract and Steve Larson was the single hardest personally then to do that for right? Like, Oh, that one was like a bullet. And I like almost didn’t send the message and almost incented almost incentive because like I love like I really liked working with people like Steve and Todd Dickerson and Dame and like these are like not only clients were, they were friends and so, but I got to this point where I was working 18 hours a day. [inaudible] I didn’t have a team, I didn’t have systems, I was doing everything and I was way too egotistical and way too prideful and way too arrogant too.
Josh: 00:10:51 Ask for help. Right? Like I wasn’t about to go get coaching. I had made it this far. And what are you going to tell it? A 24-year-old blonde shot kid that made a quarter-million bucks. Oh yeah, go get coaching. I mean like did you make a quarter-million dollars 25 or 24 years old? And it was just the worst. It was horrible. And I’m like, I laugh out about it now, but like I was super prideful, right? Like I was super egotistical. And so that would, what evidence inevitably led to my downfall was the fact that I wasn’t willing to ask for help. I was trying to do it all myself and I was not healthy at all. I feel like I grew up on a farm. You don’t really have a choice, you just work, right? And like you just worked so freaking hard. And so you have that in you.
Josh: 00:11:30 And then I’ve always been the go-getter. And once again, I think this is driven by my ego a little bit. Like I like to be the best. I am ridiculously competitive. So when everybody else would work 12 hour days, I’d worked 16 hour days, right when everybody else was clocking out at 8:00 AM working the night shift, I was clocking out at nine 30 right? Like I would just always go and I would push the envelope. And so for me, like I was hustling, hustling, hustling, and I finally got to this point where I’m like, I can’t do this anymore. You know what I mean? Like it’s, it’s not sustainable. And it’s always so funny because I’ll never forget like November, November of 2017 this is right before funnel hacking live, like three months before funnel hiking live of 2018 I remember sitting there thinking, someone’s going to break.
Josh: 00:12:09 You know what I mean? I don’t know. But it’s coming, right? Like, and I knew that and it was three months later, you know, like I pushed it out for three or four more months and like you get through the holidays and it’s nice because like I was away from family, so like I could still stay focused and hustle while all my clients were like kind of taking it easy. And so then all of a sudden like new year’s hit and then it was like the new year and then they’re all hustling again and you’re like, like, I can’t take it anymore. And it broke. And that’s when ultimately, so I broke, I canceled everything. And thankfully I’m the one that canceled it all. So I saved a lot of relationships. I did have to refund money. I did lose a tremendous amount of money. And I told ’em actually you might, you know Colton woods, right?
Josh: 00:12:51 Um, Colton’s awesome. And I told him for the listeners that don’t know, Colton kind of runs in our circle. He’s the brains behind Steve Larsen from like a logistical thing. And I told him, I remember at offer lab, actually when I met you guys, I told them this story, I was like, I blew like tens of thousands of dollars. Like trying to figure out my life then right? Like flying from Vegas to Miami and [inaudible] way too expensive hotels, like just trying to find something right then like just trying to figure the whole thing out. And when I hit rock bottom I was like, I thought I had a good mindset, you know what I mean? And I remember like laying there on the floor of my apartment actually behind this wall, like and like just having the whole weight of the whole world on my shoulders and like going like, now what?
Josh: 00:13:38 And when I canceled everything, I laid in bed for like six days and like just try to figure it all out. And it was this weird, like this weird sense of I don’t know what to do. And it was the first time that I had felt that since I started my whole journey, like I felt like that a lot beforehand, but not since I had started making money. Like I was used to getting up four or $520 paycheck every couple of weeks, right? Like as or every week, like I was used to be really like broke, right? Like, and then I had made money and now that was it’s not, I mean, I had money in a bank, but like when you go from getting $50,000 a month to like two grand a month, like that’s UB radically new idea. And I was just like broken inside. And I was like, what do I like, where do I go?
Josh: 00:14:27 Like what I do? And I remember lying there thinking, if mindset’s the answer, then I don’t have a good mindset. Hmm. And I’ve got to figure out what that looks like because I thought I did right. Like I was convinced that I was killing it and I was convinced that I was on my way to the top and all of a sudden now I wasn’t. And so that led me on this journey to, I mean, I ultimately started the podcast from there. I mean it didn’t for almost no eight months or nine months later. But the podcast, when you do an intro, it’s like w my big question was what does it mean to be successful? [inaudible] all areas of life, health. Well [inaudible] relationships, you know, spiritually like, and that was the big question. The big question that I have now, I’m going to figure it out.
John: 00:15:09 Yeah. So, so it’s almost like hitting rock bottom, Josh forced you to look at all the areas that it wasn’t just about financial success, it was, I need to now look at why am I here and what’s not right about all the other aspects of my life.
Josh: 00:15:24 Yeah.
John: 00:15:24 And that was also the birthplace of the thing. Different theory, correct.
Josh: 00:15:27 Yeah. That’s where it came out of a, huh.
John: 00:15:29 We’re like, okay, now I’m going to make this difference in my life. And I’m going to start teaching people how to do the same. Is that correct?
Josh: 00:15:36 Yeah. Well, and more so with the podcast, it wasn’t even to teach others how to do the same at that point. Like I knew it would eventually blossom into that, but it was just like, I am an attention hog. I get it. You know what I mean? Like I want eyeballs on me. Like having an audience changed my life. Like I’m not gonna lie about it, right? Like, it’s awesome. You know what I mean? But like I had the heart to help people and I was like, I bet you I’m not the only one here and maybe no one else’s has it this bad right now. I’m sure someone does. Right? But like maybe my audience doesn’t, but like they’re asking me what I’m changing and they watched me go through this. No, they don’t know all the details, but they like, they’re watching me of all.
Josh: 00:16:12 And so I’m like, I’m just gonna start a podcast and I’m just going to tell my story. I’m just going to go figure it out. And I haven’t made a dime for my podcast yet. You know what I mean? And like just teaching people what I was doing, like sharing the story like, and I just tell him, I’m like, I hope this betters your life. Like I’m not going to create content specifically for these people yet. Like I’m just sharing what I’m going through and I hope you guys can resonate with it. And it took me, I mean it was six months before I started bringing people on. I did three episodes a week for six months solo, which is a lot harder to do than it sounds.
Chris: 00:16:46 Yeah, no, you’re listening to this and you don’t do a podcast. It’s hard to or like to put your mind in the place that what’s required to be able to fulfill on that three days a week. Now we’re doing right now one day a week and we’re like, all right, it’s manageable. We can do it. Triple that. And we’re like, we’re crashing and burning. There’s no doubt.
Josh: 00:17:06 Right. And so, and like the dynamic of, and I’m not trying to like downplay you guys at all, remember, but like the dynamic is different when there’s two people, right? Like when there’s one person, like I like having other people there. It’s way easier, right? Like I’m the live stream dude. I live-streamed my way to success more or less. Like what put me on the map was I live stream for like, I don’t know, I was like 200 and some days in a row, right? Like every day I didn’t miss a day. Right. And like that really set me apart because people would like, couldn’t get away from me. I was just in their newsfeed all the time.
Josh: 00:17:37 And so for me, like doing that was great, but I was able to have conversations because people could talk to me in the comments and so that was what I was used to. And then all of a sudden I’m sitting in front of a mic and I’m staring at a wall and I’m talking and there’s no feedback coming back. And I’m like, well this is radically too, you know? And so like going through that, it took me six months to really find my voice and I always went back to, you know, Gary Vaynerchuk, what Gary Vaynerchuk said was like, you just keep putting out content and you just keep doing it and you keep doing it and keep doing it and keep doing it. Al will tell you, there were so many days when I’m like, no one’s listening. You know what I mean? Like, yeah, we’re getting downloads, but I’m like, where’s the feedback?
Josh: 00:18:19 Right? I’m promoting this on my Instagram. I’m talking about it, I’m doing it. And like I’ve got followers, right? Like I had 20,000 followers when I’ve started, you know, 25,000 when I started this. And I’m like, why are you guys interested? You know what I mean? Like I would get great feedback in person and every now and then like people be like, dude, I love the podcast when I would ask them, but I was like, why aren’t people resharing my content? Right? Like why aren’t people telling me his stories? And then like, you know, six months into it, that’s when it started happening. And it was like one person would reshare then too and seven and this and now all of a sudden it’s like, Whoa, they’re all starting to come out of the woodworks. Right. And like, Oh my gosh, like my podcasts actually doing something.
Josh: 00:18:53 And it took six months of, it was a hundred episodes, a hundred episodes every I ever, and like that really, really changed and it was just me sharing my journey and sharing my story and I was building a business at the time, right? Like this was not my source of income. So like that on top of the business, which actually I think gave me content, right? Like God, I can just share the struggles of that. But it was like I’m going through these mindset shifts. I’m going through my identity. My brother died during the time of it too. Like that’s a whole like that one mess you up and like so like sharing the story, like trying to be in the Headspace to lead. Yeah. It gave me like my podcast became this outlet of just, I was able to just share my thoughts unfiltered and if people wanted to judge me for it, great.
Josh: 00:19:34 Like just don’t listen. You know what I mean? Like I’m just trying to figure out who I was and because like we have a, a pretty solid group like ever since I started, cause we look at like the metrics and the data and like downloads are going to be all over the place, right? Like some days you’ll get like hundreds and hundreds and hundreds of dollars and then the other day I’ll be like, Oh you got like 170 downloads today. Right. You know, like it’ll be like all over the place. But the one thing that I look at is like unique listeners. Right. And ever since I just started, once we kind of leveled off after the first month, like there’s been this core group of like three to 400 people. And like we’ll go in one week we’ll have like, you know, a couple thousand unique listeners and the next week it’ll be like this. But it kind of stays around that there’s always at least this 400 core group of listeners.
Josh: 00:20:12 When I first got started with it, that straight it has stayed with me like right from the beginning, like right away, like there’s three to 400 and I was like, those three to 400 people get to watch me evolve. And you know what? And like Russell Brunson talks about like your core thousand fans, like a thousand true fans, a thousand true fans. And I’m like, I know you guys are part of it. I thank you for that. And I would tell them that like on the podcast, I’m like, I’m figuring this out so someday we’re going to be big and someday it’s going to be awesome. But right now I’m just trying to figure me out. And that vulnerability allowed me to heal myself and allowed me to go and like I used to high key make fun of yoga. Like I used to like just that was for lunatics.
Josh: 00:20:48 Right? I’m like, you do yoga. Okay. Right. And then my girlfriend, she’s like, she would do it. I would do like yoga practices and I don’t claim to be like a yoga professional by any means, like even remotely, but like the breathing exercise that I would do and the meditation that I would do in the stretch. And I was like this, this heals me in ways that like, you know, medicine would, and this, this brings this sense of calmness that relieves stress and that like I can take so much more stress now. Yeah. Because I know how to just channel it out of me. Right? Like it’s like it takes me, I processes and I push it out. Right. And when you figure out how to do that, like that changed my life. And so this podcast was like my mental yoga, right. And the physical side of things as I was going through and just like sharing my story and sharing my story. So it wasn’t even so much to teach at the beginning. It was just to share and now it’s grown into something. That’s super cool. Yeah.
John: 00:21:44 That’s awesome.
Chris: 00:21:44 I just want, yeah, I want to stop for a second and just highlight for the listeners, like some of the gold. Yeah. That was just like expressed, which is like, one, the struggle is real. You know, like I don’t care. We all have a blind spot into other people’s lives that we don’t see that any successful person, whatever success means to you and to them, like it’s riddled with failures is grit with like waking up and not wanting to get out of bed because you don’t know what you gotta do that day to make it work and make yourself like go for the next mile and have no idea to, to continue to put out the message even when you don’t know exactly what the message is but, but to document the journey allows people to follow you in a way that is authentic and real.
Chris: 00:22:29 Because of the, I think for what’s really, really important is that most people want to present themselves as perfect. And I’ve got it figured out and until I’ve got to figure it out, I’m not going to put my message out because I want to be Bulletproof. And the real truth of what you said is the vulnerability to be willing to say, listen, I don’t know. I don’t even know. I don’t even know if this is for you yet. This is for me right now. And but to still continue to do it is the key to success because in the process of putting your message out of being willing to say, listen, I don’t know, that’s what people are like thirsty for folio, authentic, genuine, like human emotion, not some sugar-coated Polish DS that people are putting out there.
Josh: 00:23:10 Yeah. And I would also say like when you don’t know, cause like I see a lot of people that will, they’ll take that in, they’ll be like, well I just don’t know. And then they’ll go to tell it to their audience. I’ll just be like this emotional mess. Right. And it’s like, okay, that’s right. That’s fine. Like you can be emotional and you can share. But I would also add to that like share the vision. Right. And then when I would get on there and I would, I’d be honest with people and my Instagram stories it, it’d be like, cause um, I don’t know what I’m doing with my life, but like, you know what I mean? Like I know I don’t know what’s gonna make the podcast grow. Yeah. I don’t know where I’m really, but I do know one thing, this podcast is like, the vision that I’m going is we’re building something big and we’re going to go solve life’s big problems. I don’t know what that looks like yet, but this is where we’re going.
Josh: 00:23:55 And when this vulnerability tied with a vision tied with this thing of just like, I dunno where, how we’re going to get there, but I know what I’m after, right? Like, and everyone’s like, well, I don’t know what I want out of life. I don’t know what I want out of life either. But you know what, I, you know what? I know what’s important to me and when it’s important to me is finding truth. And what’s important to me is knowing truth and what’s important to me is making a positive impact in the world and asking big questions in life. And so I just share that. I was like, I don’t know how I’m gonna get there. I don’t know if it’s going to be a podcast forever. I don’t know if it’s gonna be this, but people you’ll buy into that. And it was so cool.
Josh: 00:24:27 Like even just yesterday I made a post in my Facebook group, I have a Facebook group of 30,000 members and it used to be like just this raging Facebook group. Like it was so engaged. Like I would post in there and I’d get hundreds of comments on like every post, whatever. And just through my whole life crisis of everything and whatnot and starting these businesses like that kind of died. And so the engagement isn’t great in there anymore. Right. And so I made a post, an edited, I think it was yesterday, and I was like, should I kill the group or should I bring it back to life? And the amount of comments that people that were just like, well, whatever you do, I don’t care. Just like tell me where I can follow you. Or, Hey, Josh, like I’m just a fan of you.
Josh: 00:24:59 Like I’m not, I don’t care about the hook that you use to get me into this group. I’m like, I’m following you. And I’m like, Whoa, that’s so cool. Right? Like I don’t know why you’re following me. Like I wouldn’t follow me. I don’t think I’m that interesting. But all these people, you know, they, they connect to you emotionally when you have this bigger vision. And for us as entrepreneurs especially, I think that people in the yoga space to like really get it. Like [inaudible] we’re called to a bigger purpose. Like we understand there’s that, there are, that spirituality plays like this huge part in our lives, especially in entrepreneurship, right? Like, what’s going to set you apart from the other businesses out there? The other yoga studio, the other teacher, the other, whatever it is, is like you just being vulnerable and being yourself.
Josh: 00:25:37 Right? And just being like, I don’t know, but here’s where we’re going. Right? Like, and I’m not gonna stop and I’m not going to, you know this and hope you can come with me and I, that’s how I, I mean, I just have, have a sales program, right? Like I teach sales and like in that group, I went in there and I was like, guys, they’re not perfect yet, but I want you to know that like, even though I don’t have it all figured out, I will not stop working until I do and I’m going to commit to serving you no matter what. And I hope that I can earn your trust, right? Like, you’ve given me money and I’m not gonna let you down. Right? And like people respect that, especially in today’s world because in today’s world, like, it’s super easy, simple to get someone to give you money, right?
Josh: 00:26:14 Like, you can connect with anything. So like they have 72,000 options. So when they buy from you, give them a reason to stick around, you know what I mean? Like, give them a B different. And the way you do that is your single greatest differentiation factor. Like is you, and like we all have that superpower. And it’s like, Oh, well if everybody has the superpower, then nobody has it. I’m like, yeah, this is the one thing where that does not actually apply. Every single person is different and they have, nobody has the same story but, and people are like, well, no one’s going to relate to me. Yes they are. You know why? Because we relate in what we relate in emotion and there’s only so many emotions in the that every human being can feel. So like while we all have our own unique story, we all can relate on this human emotion spectrum because we all know what pain feels like.
Josh: 00:27:00 We all know what sadness feels like. We all know happiness and excitement and desperation and inspiration. Like we all know what those things feel like. And so if you can use your unique story and people just buy into that, they’re going to have this emotional connection to you that they’re never gonna want to look away. And if you can just bring that intensity and bring that being like, here’s who I am and if you don’t like it, there’s somebody out there that’s going to, and you do that with just love and passion and just people will stick around for it. And it’s just so funny to me and I don’t, I don’t want to get political here. I mean, unless you guys want it, I’m happy to talk politics if you want, but like if you don’t want to go there, this is not a political statement, but it’s always funny to me because I’m a pretty vocal person.
Josh: 00:27:38 I am pretty open in my support of particular candidates, right? And there have been people that just rail on me. I mean just to the straw. And you know what? When I put out my offers and when I offer my strategy sessions, guess who are the people on there signing up? And like I just recently did a push and I was like, there are three of you on here. Absolutely. Just hate my guts on the internet. But as soon as I’m here to help you, you’re right there. Yeah. People buy into you. Right? And if you’re truly yourself and you’re truly authentic, deep down inside, as much as people will never admit it, they are able to look past differences. [inaudible] follow you. They might hate you, right? But they will come around if you are [inaudible] if you flip flop and you change, they’re not gonna like no one’s going to care. But if you stay the same to say this is where I’m going, this is where I’m headed and yup, here’s how I’m getting there. Now there if they buy into your vision yet, like I’ve flip flopped all over the place. I’ve flip flop from Instagram to Facebook groups to just social media, to podcasting, to sales, to a bottles. But you know, it’s all been the same. My big time vision of where I’m going and that’s what people buy into. So sorry about that little rant there, but like people need to understand
John: 00:28:50 it’s gold. Joshua’s gold. If you’re listening right now, you like go back and listen to that again. Cause that was like, that was brilliant. That was brilliant.
Chris: 00:28:57 So let me ask this though, ’cause it’s true, like to be your authentic self and to present that and hold true to that is like what is the biggest magnet that you can hold up to attract people to eventually follow you, buy from you, whatever it is that your end goal is to help them. Right? But at the same time there’s this big push to model others and to have a framework that you’ve learned from others and then like, so where do you balance the two of like it’s in the entrepreneurial world of like, okay, I want to like I want success leaves a trail. So I want to model the people that are successful and do what they’re doing now. But I’m also like have to be an individual and express myself in my own unique way. How do you balance that? Yeah. So
Josh: 00:29:35 do you guys want football at all? A little bit here and there. A little bit here and there. So like, I don’t know if this is the best analogy, but it’s the one first came to my head, right? There is a set of rules that every team in the NFL must be followed by, right? A playbook, right? You’ve got to field, you’ve got rules, you’ve got guidelines, there’s a framework upon which you run your team, you’ve got 13 P or have you got 11 people on the field right off as defense or whatever. But the Miami Dolphins and the New England Patriots, our two very, very, very, very, very different teams. Right? One is like the most dominant team of all time ever. And the other one, well Cleveland Brown’s Miami don’t like someone just sucks. Right? And they’re very different. Their office looks different, their dynamic looks different.
Josh: 00:30:14 Tom Brady is a different human being than any other court, you know what I mean? Like they’re just different. They all follow the same framework, right? It’s all the same stuff. Like [inaudible] they all have the same materials to work with. But Steve Larsen I think said it best when he’s on, when he was on the offer mind stage. Uh, two years ago, not this past year, but the one he said success is 80% frameworks and 20% you okay. So there is a piece of you [inaudible] you get to be free to express your own creative genius and then there’s like 80% of it that you just follow the frameworks. A skyscraper. All every single skyscraper ever built has an amazing foundation, right? It has to, it all has to have pillars that hold it up. It’s all got to have yeah. Windows and meet all the codes and requirements, whatever.
Josh: 00:30:56 Yet skyscrapers can look radically, radically different inside and out. Okay. All the fundamental foundational principles of how to build a skyscraper don’t change, right? So when you’re being yourself, like there are laws of influence. I wrote a guide called, I don’t want to pitch here or whatever, but like a, it’s a sales framework, right? And it’s called the ultimate sales framework and it talks about the eight principles of influence, right? It’s free. I’m really not pitching you. Okay. But it talks about that and when you understand human psychology, human psychology was the same 3000 years ago. A thousand years ago. It today and will be in 20 years or a thousand years for as long as humans are around. Like human psychology and decision-maker is not going to change. Same principles with business. The principles upon business don’t change the way we deliver those principles, the way that we build the business, the way we use those may, but the core foundation doesn’t.
Josh: 00:31:46 So what you do is you model the framework, you look at it and you go, okay, I know that I need to provide value. Like that’s the thing that we all have to do. How you go about doing that, that’s up to you, right? So I know that I need to go and have a core offer to build my business. How you do that might look very different. Like my core offer may be a $5,000 offer. Why somebody else’s core offer might be a $97 offer and they’re selling to masses and I’m selling to high-profile business owners, right? So like the way that you go about your messaging or whatever, like it has to follow psychology and it has to follow the frameworks of business. But you get to deliver that in a way that’s uniquely yourself. And some people buy into it. Like, remember there’s 7 billion people on the earth, right?
Josh: 00:32:27 You are not unique. All right? Like you are unique because you’re you, right? But so is everybody else, right? So like my point is is like your audience is out there and so when you go and just become uniquely yourself, but model what’s working, then you get to basically build your skyscraper and make it look however you want it to look, but still make sure that it’s not going to fall over when the wind comes. Right? And when the storm comes. And that’s what ultimately allows you to be different than everybody else. I’m really weird. But if you look at my business model and my success, you can draw parallels to every other person that’s had success. It’s just delivered differently.
Chris: 00:33:04 Yeah, that was great answer. So let’s pivot a little bit. You kind of talked about it. You’ve been into positive psychology. You’ve been into like you’re getting quantum physics, you know, number science and like, and you’ve been deep-diving into all of that. Right? So and this is a big question, like all the information that you’ve gathered, what’s like one or two of the lessons within one of those that has been like that? Like I know, I know it’s stuff that is still it because it is a John like one of the things like we’re cut from the same cloth because like we love those topics and then dive deep into it. It’s really all about yoga but that has impacted your life, your business like generally had the biggest, like the biggest impact on me.
Josh: 00:33:42 I wrote a book or a guide called mind shift playbook, like just under 70 pages talking about the five biggest shifts in my life that ultimately led me to where I’m at today. And I would say the two biggest ones there, I’ll start with the one that is less profound sounding but is more of an act and that is objective thinking. Objective thinking probably changed my life more than anything else ever in my whole life. Ever except for maybe my, like my faith objective thinking allows you to see clearly when nobody else can or nobody else does. Objective thinking allows you to look at things for what they are, not for what you want them to be, not for what they are positioned as. But it allows you to have clarity to see facts. And when you use objective thinking, you can look at any situation and you can remove yourself from it even if you’re involved in it. And you can look at everything including your emotions as facts. Okay? So when I look at a situation, I can be like, Aw man, that situation is so depressing. No, it’s not. That’s how you feel about the situation. So when I use objective thinking, instead of looking at that situation and going, Oh, that situation sucks.
Josh: 00:34:51 I look at the situation for what it is. And one of the facts of that situation is that that situation makes me feel sad. [inaudible] so that emotion now becomes a fact, right? That’s how I feel about it. That is simply a fact about the situation. Now I can take a step back. I look at a three-D version or three-step back version of the entire situation in life, no matter how small or how big I can look at the world, I can look at everything through a lens objectively and take myself out of it. Think of it like looking down from outer space, right? Like you’ve ever had an out of body experience. That’s what it’s like, right? You look down and it’s like, Oh, here’s what it is. You look down from a plane and you see all the cars and you know everything moving around.
Josh: 00:35:25 You kind of have a different perspective of how the, that the city works, right? That’s what it is that you’re doing. That single greatest thing freed my mind more than anything else because it allowed me to go, all marketing is crap. All politics suck. Everything that’s out there is literally just a big ploy to make you do whatever it is that they want you to do. Now, are those things bad? Well, look at it objectively. We can say that some people think that those things are bad and some people think that those things are good. But once again, those are simple facts about this scenario. So we look at that and you can now take every situation and flip it on its head and you can go, Oh man, I just lost $100,000 and I’m $20,000 in debt now and my business stocks or whatever.
Josh: 00:36:07 I stepped back and I look at objectively and I go, okay, that is one fact. In the grand scheme of life, how does that fit into all these different pieces? And now I can have a much more clear picture of what I need to do moving forward. And when you look at things objectively, it’s literally, and it’s weird because like it’s actually like this, it’s literally like stepping out of the matrix, right? Right. It’s literally like breaking free and removing yourself from that. So I, everybody else is caught up in their emotions and how they feel and all that. You get to be like, piece, I’ll be right back. Take yourself out of the situation and be like, yeah, those emotions aren’t great and I might want to feel that way, but I shouldn’t look back to reality. Here we go. I’m gonna change my emotion now so that I can get to the result that I want to. I think that is the single greatest skill that I think I’ve learned.
Chris: 00:36:50 That’s awesome. Let me, let me pause. Yeah, yeah. Cause there was a second one there. But yeah, just describe is like yoga one Oh one present moment. Awareness. Being able to detach from the emotional content of a situation to be able to look at it objectively because each moment is called like a decision. It’s called for. And if you can be objective, just like you’re saying, you make better decisions, which means literally the course of your life. So now that it’s great, but how do you do that? And like practically in, in the moment of emotion when you feel like you’re called to be like his dog or angry or you know, like, like, because isn’t there an application to that? The concept. Awesome. But how do you apply that in the emotional moments of your life?
Josh: 00:37:29 You started small. So like I didn’t start like I used to be a PR, I got mad a lot. Like, you know, I grew up and you know, certain like my dad, I love my dad to death, but he used to struggle with anger. Life totally radically transformed human now and he’s one of the nicest, kindest, you know, things, whatever. But like I just struggle with anger too. Like I get super pissed off and upset about stupid things, right? And I’d yell or scream. I’m like, ah, but I didn’t start using objective thinking right then and there in that moment because I didn’t know how. So what I did is I started small and I created a ripple effect. So I asked myself simple questions of like, Hm, why am I doing things? Like why do I eat the way I eat? Let me, let me look at that.
Josh: 00:38:06 Right? Why do I go to [inaudible] bad when I go to bed? Right? Why did I get, and sometimes I had to reflect and look back at things. I’d get super upset and be like, why did I get upset at there? And so then when I’d go into a situation and I’d be like, I wonder if I could predict what I would actually do if something came up. And I’d be like, if so-and-so were to say this, I would react this way, Y right. And I would start to look at like kind of these trigger points, right. And, um, we’re gonna talk about, actually the next one kind of ties into this as well, but like, I started doing that at this very small level. And when I started realize that, yes, I was going to have to go into the next one here, but like when I started to realize that like, we’re kind of preprogrammed to do what we are going to do, right?
Josh: 00:38:42 Like our identity, our subconscious mind, and like we’re, we’re 80% 90% of what we do is kind of preprogrammed, right? Like, you don’t really have a decision about the next one. So if you can rechange change that programming, and that starts by little tweaks, you’re not going to go and beat an elephant. You’re going to take the first bite though, right? Like that’s how you go and do it. It’s not a one big Swallet. So like you go and you start on a daily basis and it takes time. It’s not like you just snap into it, right? Like this was months and months and months into making that I had to do this. You just go and you start to identify these little things of like, man, I got a rail on John here, man. Like, man, not zoom. Zoom was not working when we recorded this. His computers sucked, man.
Josh: 00:39:22 We didn’t have audio then. He wasn’t recording that as [inaudible]. So like I used to get pissed off and stuff like that. I’d be like, Oh my gosh, wasted my time. Bye bye. Why am I getting pissed off at that? Right? Like what would need to change for me? Not, why is that so upsetting? And then I just look at it objectively and go, Oh no, well how can I use this as a teaching moment? How can I use that as a learning moment? And like when you take back and objective thinking and you look at the big picture as a whole, you start to realize that all these little moments make up big moments. So if I can start to change the little moments, then I’m okay. When I get to the big moment, my subconscious mind is going to be programmed to not react in the way that it used to react.
Josh: 00:39:53 Now it’s going to be more programmed to react in such a way that is going to use this as a learning lesson rather than get pissed off and you know, be super upset about everything. So like starting small and it sucks because we all want to change immediately. I get it right like I want $1 million tomorrow and I want to be the perfect human tomorrow and I’m going to want to be the grand yoga master right tomorrow or whatever you call it, right? Like you know what I mean? Like I want to be that person now, but you can’t get there. It’s a little incremental thing just like everything else in life.
John: 00:40:21 And so the programming the mind is the second piece. So excellent.
Josh: 00:40:25 I identity identity identity is the second piece. So like, Hey, identity slash the subconscious mind. So by the time you’re 30 years old, the subconscious mind makes up, depending upon who you talk to, it’s 70 to 90% of everything that you do is subconscious, right? So the way that you think, the way that you act, what you do, how you talk, everything is subconscious where you’re going to live the choices you’re gonna make, everything. You just do it because you’re programmed that way. And I apologize you just program that way. So you look at that and you’re like, okay, well how do I change my program? Like what does that really look like? Right? Like why is my subconscious mind doing that? And it’s doing that because it has been programmed in the way that it’s been programmed. Like what’s causing me to go do something because I know that I will do things that are really, really hard because they are me. Even if I hate them. For example, like I might, and this is a perfect example, okay, it might be negative 20 degrees outside and it be so freezing ridiculous to call it.
Josh: 00:41:22 And I’m all nice and warm, cuddled up, whatever it is. And I want ice cream, right? Like for whatever reason I want ice cream and that’s just part of who I am. I’m an ice cream addict. I love ice cream or whatever. No matter how cold it is outside, I’m going to go get that ice cream, right? Because that’s part of who I am. I am just an ice cream fanatic and every Thursday night I’ve got to have my dairy queen. So I’m gonna bottle up and get warm or never when I would not normally do that, most normal sane people wouldn’t. But now why can’t I convince my mind to go do that same thing when it comes to staying focused on my business, right? Or all these things. And I’m just like, so I started to like study this. I started looking at it.
Josh: 00:41:55 I’m like, what makes somebody, or like, you know, for example, a drug addict, right? They will go to insane links to go get drugs, but they won’t. So stop doing drugs, right? They can’t stay. So why, and then I started looking at that and when I realized that identity, which the definition of identity is your view about yourself, when your identity is wrapped up in something, your body, your mind will go to insane links to get that thing done because you believe it is part of who you are. And when you believe it is something is part of who you are, there’s virtually nothing that can stop you because your mind now says no, that is who you are. You think that some snowstorm is going to stop you. You think that $100,000 in debt is going to stop you. You think any of those things are just heck no, it’s not right.
Josh: 00:42:43 Because that is literally your deep-rooted belief about yourself. And so that’s why like, you know, religion is still powerful, right? Because like for me, like I am a Christian, right? And so like my whole life, you know, I watched my parents or whatever, so like to, to violate something like that or to do that, like that is a huge, massive shift that needs to happen. So I started looking at that and I was like, well, what if I could just program my identity? That’d be pretty sweet. Right? And so when I started realizing how identity works and how identity shifts and how habits will go and change your identity, that fundamentally changed my life. And so when you can understand how identity works and how to change your identity, you can literally become any human being you, you want to be like you can accomplish anything that you want to, you simply have to take the identity of the version of the person that already has what it is that you want.
John: 00:43:34 Hmm. Yeah, that’s gold. We just, Chris and I just finished reading a book called essentialism in that list, essentially. No, it was, I’m sorry, it was a ton of cabinets.
Josh: 00:43:41 Ooh, I’ve heard that. I’m, I’m, I just ordered it.
John: 00:43:43 It’s so good. It’s a game-changer. He said, you will not rise to your goals, you will fall to your systems. And another, you can replace systems with standards or identity. Yup. We don’t rise for our goals. We fall to our identity. It’s exactly what you said. An athlete will always be an athlete, right. They’ll always see themselves as an athlete. So they’ll get up and do the run. They’ll get up and do the workout. They’ll go and do it. And we see people taking on the identity of yogis. The meaning I’m going to practice every day. I’m going to sit and meditate every day. I’m going to eat, right. I’m going to do these things that allow me to thrive. [inaudible] my body and what I’m doing.
Chris: 00:44:16 And the very reason people don’t do things is because it doesn’t align with their identity. Right.
Josh: 00:44:20 And I, this is exactly the right.
Chris: 00:44:22 And so adjusting the identity first, becoming in your mind, the runner is what will then compel you when you don’t want to get up run. Because I’m a, and that’s it. That’s interesting mental jujitsu that has to happen.
Josh: 00:44:35 Yeah. And I think one of the, probably the, yeah, craziest or the most blatant example of that is if you’ve ever been around a mother who has just given birth like their first child. Right. And I got to experience this firsthand. One of my best friends, like she like recently became a mother and like it was cool way cool to watch because the mama bear mode of like just caring and loving. Like she would do it anything for that child because that is her child and her thing went from, I’m an entrepreneur too.
Josh: 00:45:05 I am a mother. Right? Like, and so like when you have that and you see that, you’re like, Whoa, all right, don’t mess with mama bear. Right? Like, because that is her identity. There is nothing in the entire world ever that would stop her from projecting her child. Like until death pulls her away, she would go do anything for that. And like when you take it identity that seriously in business, if you can create that identity for people to buy into, like you look at Russell Brunson [inaudible] the die-hard. I mean, he calls him the die-hard funnel hackers, right? And you look at what he’s done in business and like you know, Steve Larson, probably the most identity field person with click funnels, right? Like if you weren’t a rip open my heart, it would bleed red and blue with gears inside. Like that is an idea density, right?
Josh: 00:45:50 Nike the same thing like arguably probably the biggest identity seller in the world. Right? Like it or at least in America, right is Nike and like the brand that they created, like listen, I don’t wear Adidas, compare it to Nike. Nike is my thing. If Nike puts it out and is automatically assumed to be good in my eyes. Right? Same thing with iPhone. I like that whole thing. I know you couldn’t pay me enough money just which to an Android-like you crazy. No way. Right. And that’s it. So that like when you realize that I will spend disproportionately too much money on these, the stupid thing, right. I will spend $1,200 or whatever it was to pay for the stupid thing. Why? Because even though the Android is cheaper and they say it has better features and they say it was whatever, doesn’t matter.
Josh: 00:46:39 I always laugh when Android users are like, iPhone 10 is caught, finally has the features or whatever is finally catching up to Samsung, whatever, two years ago or whatever. And I was like, and maybe someday Samsung will catch up to Apple when it comes to identity and actually building a brand, right? Like you guys, you know what I mean? Like you think features are stronger than identity. You’re out of your mind, right? Like who cares? Because we’re not just buying features. That’s not what makes the product. That’s not what makes the person, the person. People don’t care. We live in a consumerist society and so when I looked at all those things using objective thinking and I’m like, people do stupid stuff based on their identity. So I needed to figure out how to go out and change it identity and how to become the person that I needed to become, which ultimately happens through habit changes and changing your habits.
Josh: 00:47:23 But that was [inaudible] those two things. Objective thinking and identity shifts are probably the two single greatest that I’ve learned from a practical, normal human standpoint. I mean quantum physics is kinda huge deal, but like that’s the average [inaudible] it’d be like go learn quantum physics. Okay. Like that’s not practical. Right? So rev reality, right, right, right. Just go study the whole creation and design and the entire universe would you right. Like although it’s actually a good thing to do. Heck yeah, it is like it’s awesome. But like everybody can use the objective thinking like that doesn’t cost you anything. It’s very like it’s very practical. You can start practicing objective thinking today, right? You don’t need to take a course on it or anything like that. Like you can just do it. And same thing with identity shifts. Like you can go and learn about identity, you can start to change your identity.
Intro: 00:48:15 Like studying quantum physics is like a life long Trek to understand a fraction of a percent of it. You know what I mean?
Chris: 00:48:22 Yeah, totally. And as far as like we’re talking entrepreneurs now, like that identity shift piece, that one little bit of information is everything in success or failure of business. Yeah. You’re not connecting people on that level of identity. I don’t care what you’re selling, it doesn’t matter because you’re not offering what they really want, which is I want to belong to a group that looks and feels like me and that offers me the things that aligned with my values and my beliefs here.
Josh: 00:48:50 Yeah. And if you don’t like, and I think the interesting thing to is like Korean in the identity and your brand. Like yes, you do have to be intentional about putting it out there and whatnot, but like it just first and foremost starts with yourself, right? Like you ultimately set the tone for the identity of your brand, especially in like a personal brand type deal. Because like people watch what you do. Like people ask me all the time, they’re like, Josh, how’d you just keep showing up every single day? And I’m just like, how do you not? Yeah. Right. Like, you know what I mean? Like, what do you, what are you talking about this, this is my life, this is what I do. So like people would ask like, Josh, how do you live stream every day? I’m like, because I literally can’t fathom not right. Like if I miss a day it would be like missing a day of eating. Do you think about eating? No, you just do it. I live stream every day, right? Like I don’t have any more. But like you know what I mean? And so like that was the identity that I have.
Josh: 00:49:35 I was the live stream guy and so Ty Lopez, I was watching an interview with him with Tom bill billion and he was talking about how a large majority of his target market is 18 to 25-year-olds. Right. And a lot of people thought that in business like the, they’re the people that don’t have any money or like all this stuff and whatnot. And he goes because 18 to 25-year-olds are still figuring out their identity and who they are right after the 25 26 years old. Like you’ve kind of have a set idea of who you think you are as a human right. And the only thing that changes your identity, unless you’re intentional about changing it, the only way that say a 30 35 40-year-olds going to change because they’re in a routine, they’re in a rhythm, they have, they have accepted who they believe that they are, whether they like it or not, they’ve accepted it and now that has been their identity.
Josh: 00:50:19 The only thing that changes that is trauma. The only thing that’s going to change that is a massive trout traumatic event in their life. And you know, recently back in March, I went through a massive, massive traumatic event in my life or the death of my brother and like aye have watched how much that has changed my life and I am 25 right? So like my own identity shifts or like, Oh I can’t imagine someone going through that identity shift yet. 40 right when they’ve been in, in the, in their zone for 15 or 20 years. I’m just accepting things. And so to get someone to change their life to change who they are is very, very difficult. The older that you get, it’s possible. Right? It’s going to take time. But that’s why like I’m always trying to do dramatic things. I just sold my company and I’m putting every penny that I have more or less like into, okay.
Josh: 00:51:04 Camera equipment and editing crews and everything. We’re about to go take this huge world trip. It’s crazy. Like I said, people would realize the behind the scenes of what’s going in and the risks that we’re taking and I’m going to, I’m going to be making posts about it [inaudible] shortly about like some of the investments in the, in the risks that we’re taking with everything. People would be like, Josh, you’re an idiot. Why would you not just take the cash invested into a nice little something and just get your payout and like be safe for the rest of your life. And I’m like because the second that I become comfortable is the second that I be unwilling to change. Right. And if I’m not willing to change, if I’m not willing to shift and adapt, my identity needs to remain that I’m able to adapt.
Josh: 00:51:39 And if I let my identity go into this rhythm, uh, you know what? I wake up, I do my work, I come home, I watch Netflix. Nothing wrong with that, but that’s going to prevent growth. And that’s not who I am. I want to continue to grow. My identity is in growth. So, therefore, I forced myself through my identity to keep taking risks after risk after risk and hope that goes right. And you know what? If I hit rock bottom, you know what my identity says? [inaudible] says, we wake up the next morning and we do it all over again. You know what I mean? Like this is what you do. And so when you, when you take that now, your life is changed forever. And I was just laughing. People were like, what if I fail? I’m like, if you’re worried about it, if you fail you in the wrong business anyway like you’re gonna man, like it was wake up and do it again.
Josh: 00:52:21 Like if you’re worried about that, like yeah, it sucks. Like, yeah, if you’ve got kids like you got to think about them and like making sure that they’re protected and whatnot, but like, yeah, I ain’t going to make $1 million tomorrow and if you do, you’re going to lose it all the next day. You know why? Because what comes fast goes fast and you’ve got to build that up. So just like put your identity into his back, like be okay with you, you’ve gotta be okay with yourself. If you’re worried about what other people think of you and this whole entrepreneurship game, you’re going to either just die and not make it or be depressed the entire time. Because I can look at my buddy and I just did a post on, on Instagram the other day where I was like, winners focus on winning and losers focus on winners, right?
Josh: 00:53:02 Like if I am constantly looking to see what everybody else is thinking about me, it would be like, it’s so easy. Like, I have friends right now that are my age that are making $200,000 a month. I’m making $200,000 a month, all right, I got, I’m not doing that right. So I’m like, I could look at him all day long and be like, well I’ve got to catch him or whatever and as soon as I catch him, then there’s going to be somebody my age making 400,000 a month and as soon as like has to happen. You know what I mean? And so like you just stay in your lane, take your own identity, be okay with you and you should be able to look at yourself in the mirror and if you got 10 million bucks in the bank or if you have $0 million in the bank, basically have the same version of like opinion of yourself, right?
Josh: 00:53:37 More or less. And be like, I’m cool with me and my identity is not going to change based on the amount of money that I have in the bank or the amount of success that I have. And once you reach that point, then it’s all becomes a game and then it all just becomes, how do I build really cool stuff? And when you take this identity of an entrepreneur, of a creator, of a builder, you know my whole thing is I’m a free thinker. I am D free thinker and ever all my people were free thinkers, right? When you take this identity of a free thinker, you go and go like money comes and goes and like you’ve got the internet now. You ain’t got no worries man. Like you know what I’m saying? Like I don’t know why anybody’s worried about anything anymore. I’m like, you lose it all.
Josh: 00:54:09 Who cares? As you got the internet, like you can be in jail and make $1 million as long as you have it. You know what I mean? Like literally though, you know like you don’t have to be anywhere. You can sit in a hut somewhere and make millions. So like once you understand that and you go, all right, cool what I want to go build, then you can just go and do that. But it all comes back from identity, but you’re not able to see that identity. You don’t understand what identity that you need to take. You don’t understand like where you want to head until you learn how to use objective thinking because objective thinking brings clarity and you’ve gotta have clarity. If you want to know where you’re going,
Chris: 00:54:40 man, it’s a recipe for success. Everything just said we could just end it right there.
John: 00:54:45 Chuck people that kind of bring that point home to the listeners, know people that are stuck in nine to fives that are striving for security, they can get fired tomorrow, I think don’t have, is a false sense of security. So this idea that I’m gonna take, I’m going to stay with the 95 because it’s going to give me that sense of security and I don’t have to fail and I don’t have to actually try to build something myself. You don’t have security there either.
Josh: 00:55:08 And like even, yeah, I think that’s so important. And the one thing that I would say to nine to fivers is like, don’t get me wrong. I have done my fair share of hating on people that go to college and people that work jobs. All right. Like I get it. Like I’ve been rude to you guys. I don’t really apologize cause it serves a point. But if you are a nine to fiver, that doesn’t mean you’re a bad person. But if you want to become a nine to five-person that’s successful and you want to have security become a person that is worthy of not being let go. Right. Cause like there’s always the bottom feeders and there’s always the top leaders, even if there are two employees in your company, you know what I mean? Like I have, I have two employees that actually work for me.
Josh: 00:55:43 Right. And you know, like if we were to have a month where I couldn’t pay there, like, like we didn’t make enough month in my business for me to pay their stuff, you better believe that it’s going to come out of my pocket. I’m going to make, you know, pay for them until we get back on track. Why? Because like they’ve proven themselves, right? They’re there, they become indispensable. And so like when you take the identity of a producer, right? Like, yes, you could have a nine to five and still be majorly successful, but like go out there and become the person worthy of that. Perfect example of this is Dave Woodward, right? Like, look at, I mean that dude, he works for click funnels, right? He’s not the owner, but that dude has become so indispensable from ClickFunnels. ClickFunnels wouldn’t run without David. You know what I mean?
Josh: 00:56:23 Like, and so like when you have that, all of a sudden now you become someone of value. So is Dave and entrepreneur. I mean, I don’t technically by definition, probably not right? But it’s Dave and entrepreneur at heart and understands that identity like way better than a lot of people. Yeah. Because Dave has like made himself this person of value. So if you want security in life, become a person of value. Because when you become a person of value, when you become someone that like when people are around you, their life is better. People will always find ways to, to be around you and to, to include you into their, to their lives. So like there’s great depression, 2.0 and everybody’s out of work and you’re like, you know, you lose your job or whatever. If you bet a top producer, if you’ve been someone of value, you have proven yourself over and over and over again, guess what, you’re going to be the first person to be picked back up.
Josh: 00:57:12 Yeah. People are going to come begging for you when times get tough. And that’s why like, like, yeah, I do, I want to see the economy crash. No, but it’s Ghana, right? Like it’s common I guess on point. And so like, do I ever plan on working a job again? Like come on, but like, no, right. Like, no. But at the same time when the economy goes through, you know, crap or let’s say there’s a, I personally think that there’s a chance that it’s gonna be worse than the great depression. Will it? Maybe not. Maybe, but like when that happens, guess who’s going to come running the, the people that have the power. The people that you know are, are in control still. Cause there’s always going to be those people that they’re looking for the smartest, most brilliant people. They don’t care if you were an entrepreneur or employee beforehand. All they care about is can you help me right now? And when you’re that person of value, you’re going to be picked up just like that. And that’s the person that needed to become, whether you’re in a nine to five or not.
Chris: 00:58:05 Yeah, man, that’s awesome man. I had like a thousand more questions, but honestly, at that point, I think everything, if you’re listening to this right now and like you just literally everything, identities, everything, make yourself valuable, make yourself, I don’t care what job you’re in, make yourself indispensable is so, so good. So we’re going to finish this and we’re going to ask you, what is it? Five questions on this? The speed round. Speed round. Speed down. Ready for speed round. Alright, you go first. Brought me an aside. We’ll go simple first. You should have to finish the sentence. Oh yeah. Okay. My favorite food is
Josh: 00:58:41 at stake. I’m sorry.
Chris: 00:58:42 I know [inaudible] entrepreneur podcast, remember it? Could it be like no bullshit?
Josh: 00:58:54 No. Do you want to know what the, the real, the is a medium-rare filet like I’m so sorry. There is not a single food that like I like a lot of food like that. I just, I like, I love pizza and I love like, I like healthy foods too. You know what I mean? Like I love but like there is nothing that is more delicious than just a steak and [inaudible] to, I grew up on the farm where it was a hundred percent organic grass-fed, no grain-free range. Like I eat healthy steak, right? Like I, it’s not like an antibiotic filled that I don’t go to the Walmart and buy my steaks. Right. Like so like it is a much more natural version of it. Sorry. All you people that don’t eat meat but I love it.
Chris: 00:59:45 All right. Number two, the book everyone must read is.
Josh: 00:59:49 the Bible, but if it’s a nonreligious book, I would say Psycho-Cybernetics. Yeah. I think that’s singlehandedly the greatest book I’ve ever read. Non-religious.
John: 00:59:57 All right. Number three. Number three. I’m happiest when.
Josh: 01:00:02 when I’m myself, I dunno. I think I’m, I’m a pretty happy person. I think I feel most alive if I can change that question just a little bit. I feel most alive when I’m teaching on stage.
Chris: 01:00:10 Money is.
Josh: 01:00:11 a tool. It is the bloodline of what makes society works because it speeds up the process of exchange of value. Good answer.
John: 01:00:22 My number one passion in life is.
Josh: 01:00:24 making the world a better place and showing people that they can break free and know truth and literally live their best life that they possibly can ask. My why in life and why in life is to inspire people to break free no truth and live a fulfilled life by going out and doing what they love, making the world a better place.
Chris: 01:00:43 Freedom means.
Josh: 01:00:45 the ability to, how do I want to say this? Freedom is discipline. Freedom is the ability to choose to do something and stick to it and equally choose not to do something and go away from it.
John: 01:00:55 Good answer. Good answer. God or source God. It is.
Josh: 01:01:00 love.
Chris: 01:01:02 All right. Last one. When people remember me, they’ll say,
Josh: 01:01:06 gosh, I don’t know man. There’s a lot of things that give you remember by here’s what I would like them to, to think.
Chris: 01:01:12 Yeah, what’s your legacy? What do you want?
Josh: 01:01:14 Yeah. I would like to be known as the person that thought differently about everything that I did that sought truth above all else and lived in the truth that I knew to live someone that was completely sold out. Four God in whatever aspect, that truth, root God revealed himself through truth and someone that truly served others in a way that was so passionate and genuine because I actually cared not because I had an ulterior motive to do so, and I would also venture to say that that will change slightly when I have a family and I think that I would probably put loved his family as well in there, but I’m not quite at that stage in my life yet.
Chris: 01:02:03 Someone wants to continue to follow you and find you. Where do they do that?
John: 01:02:06 So we’ve got an entrepreneur, we got yoga studio owners, yoga entrepreneurs, other entrepreneurs that aren’t doing yoga and they need your help. How would they go about doing that?
Josh: 01:02:16 Instagram is the best place to stay in touch with me on a daily. I post stories there every single day. I can’t remember last time I missed one, like probably years. Yeah, adjunct, @JoshForti and we’re going to be starting a YouTube channel. Once I go on this world trip, we’re leaving guys. We’re leaving in like 21 days. Oh, I know. 23 days. I’m like, that is crazy. I’m like freaking out. But I would say YouTube, but I would say just Instagram. I have all the updates there, so Instagram @JoshForti and then I ThinkDifferentTheory.com is the podcast. You can check it out, listen on your favorite platform, all that jazz.
Chris: 01:02:49 Yeah, it’s awesome. If you haven’t gone go rate review and subscribe. Yeah, go search for that one and listen to it. That’s awesome. But then rate, review and subscribe and just keep downloading because it’s just like it will literally, it’ll just change how you think about the world. It is so valuable. I follow him on like Facebook on Instagram every single day and it makes my world a better place. Yeah.
Josh: 01:03:12 W we try to, we try to bring on really crazy cool people to like, yes it’s entrepreneurial related and yes it’s but more importantly it’s about like changing perspective and thinking differently. Like today for example, actually you guys might like this one. We brought on a lady who she was told like she’s going to be sick her whole entire life and that basically she’s got to die essentially by like top doctors in the whole world and she healed her whole like she healed herself through holistic medicine and like it’s like normal now again. And so like people like that we bring on like dude, perfect big YouTube people like their manager. We had him on there. I’m Mr B’s manager. We bring out like Ryan Stewman, Steve Larson’s been on there like big, big time freethinkers people that are like really going about things. And thinking differently than the norms. So it’s, there’s some out there podcast for sure. Oh, and [inaudible]. I don’t know if I can say this yet actually yet, but I’m going to say it anyway. We’re working on and it’s not confirmed yet, so don’t hold me to it. We’re in talks right now. Would you have Jordan Belfort on there? Yeah. Well for wall street baby, let’s go. That’s going to be Epic if you got them on there. Yeah, we’re gonna try.
Chris: 01:04:13 Nice. Oh man, thank you so much for being on. It’s been a pleasure and man, I can’t wait to see what Think Different Theory ends up as at the end, what you’re like, what you’re doing, your world trip safe travels and I will definitely stay in touch.
Josh: 01:04:25 Thank you so much. This was so awesome and I appreciate you guys. I love what you’re doing. I can’t wait to come down to the studio sometime when we get over and I get back and thank you for having me on. I really appreciate it. It was an honor
Chris: 01:04:34 for sure. Josh, thanks so much. Right everybody listening. Thanks. And remember, do the work, honor the struggle and the world a better place. So you guys faces.
Outro: 01:04:44 Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.
In this episode, Chris talks about the importance of yoga entrepreneurs knowing the kind of clientele they want to serve. It’s very critical for a yoga entrepreneur to enjoy being around his/her clients because it contributes greatly to the thriving and sustainability of their business.
Chris will share the mistakes himself and John made at the beginning of their studios in regards to sending mixed messages to the marketplace because they felt “Yoga is for Everyone”, and how they got passed that. Tune in as he also shares the framework that will help you figure out who your ideal client is, so you can make money while enjoying serving your students.
Key Points Discussed:
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This episode was released November 13, 2019
Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors
00:00 What we want to really talk about today is understanding that your who, who it is that you want to serve, is like the very first thing we need to figure out as yoga entrepreneurs, whether you’re in a yoga studio ownership role, or whether you’re just like a solopreneur doing your thing and offering yoga and all the different places that you offer yoga. Regardless, we want to get really clear on who it is that we serve.
00:24 What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.
00:55 Alright. Good morning. Friday morning, and here we are, Yoga Entrepreneur Secrets. And, we’re going over… Today I say we because I always say we. I am going over… John is here, he’s just not in the camera. He’s behind the camera and… I’m excited about this one. Because for years and years… so we opened up Hot House Yoga in 2005. Now, in 2005, it was… the whole industry was totally different. I mean, this is now 15 years ago. And so, like, it was so new. What we were doing, yoga studios were still like, it was not super common to have yoga studios in the area, in… like in the marketplace. Like there was… it was beginning, but we were like right on the cusp of like this whole idea of yoga really exploding. And so, we had the benefit of that because it was so new that just saying yoga was like enough of what in the marketing world is called a pattern interrupt for people to be like, “Wait a second. Yoga? Like, what are you talking about? What is this thing that you call yoga? What are these postures? Let me check it out.”
01:57 But, what we want to talk about today is, what we did wrong back then, what we’ve learned since, and the power of understanding you’re who. So the whole training today is about who is your who. And to finish the story, back in 2005 when we started, we thought that yoga was for everybody. Now, it’s going to sound odd, because I truly believe yoga is for everybody. I believe wholeheartedly that there is a style of yoga in this world that’s being taught in some community that people live in, that is perfect for them to achieve the results they’re looking for. I know it’s true because I just believe wholeheartedly in the process, and understand the value of what’s the service that we’re providing as a yoga community.
02:41 Now, what I also understand is, the “what I do” isn’t for everybody. Back in the beginning, when we first started teaching, the way we would message to the market, to the people who we wanted to attract was, it’s for everybody, so hey, if you’re this or if you’re that and if this person or that person, you’ve got this experience or that experience, then we want you to be here, because we can help you. And, what I mean is, in every single message, that’s what we were saying. Whether we were broadcasting that on radio, where we were broadcasting that on TV, whether we were broadcasting that in a local newspaper, or magazine, or rag, it was like, we would list all of the things that we thought we could help, which was basically a list of everybody who’s ever… that we could ever think about who has had any problem ever in their life that we thought yoga could help, and we would list it. And what happened….
03:33 Now, like I said, in 2005 like just by saying we offered hot yoga, it was enough of like, okay, they list all these things. Like I may pick out one of their things for me, but I’m going to try it anyway. Now the market is so mature that doing that people are like, no, that’s not for me. Why? Because when you speak to everybody, you speak to nobody. And so what we want to really talk about today is understanding that you’re who, who it is that you want to serve is like the very first thing we need to figure out as yoga entrepreneurs, whether you’re in a yoga studio ownership role or whether you’re just like a solopreneur doing your thing and you know, offering yoga and all the different places that you offer yoga. Regardless, we want to get really clear on who it is that we serve.
04:13 And there’s a process that John and I have learned that we’re now teaching that has worked for us really, really well. And so we’re going to take you through the process today. Oh, we’ve just done a, an advanced teacher training where we taught this in depth. This is going to be more of a 30,000-foot view. Let me give you some of the ideas. And so there’s just not, I want to keep these, these trainings a little shorter and so there’s just not enough time to be able to dive into the real mechanics of this. But this should give you a good insight into like, okay, how am I marketing now and is it effective what I’m doing now and can I make the tweaks understanding this, that may help it be more effective cause we want to reach the people who we know we want to serve.
04:51 And so it starts by understanding who is your who. Now we’re saying who is your who because it’s kinda catchy. But what we’re really saying and the other way of looking at it is that who is your avatar or your ideal client? Now, why is it so important to figure that out? Because these are the people that you’re going to be spending your time with, that you’re going to be attracting into your world and like they’re going to be the relationships that you form and you want to make sure that the people that you are attracting are the people that you want to be with, that you know, one you can serve and two, that are going to appreciate what it is that you’re providing. Because we’ve been there where we had like those students who they weren’t the right fit. I don’t know how we attract on or what message they heard that brought them in.
05:34 But I knew this was not gonna work out. And there was a period of time where we kept attracting the wrong students and we was, because the message we’re sending was the wrong message attracting the wrong people. So my first point is that why this is so important is that when I’m in business, whether or not a business is a relationship that you’re forming with the people that you’re employing and, or you’re employed by or, and the people that are coming in that you’re servicing. And so we want to make sure that the people that we are servicing are the people that we enjoy hanging out with and that we know we can help. So understanding this is really important because it’s kinda like what I want to be in this for the long haul and I want to make sure that the people that are here, that I’m serving, that I’m seeing, that I’m communicating with and I’m talking to, that I’m helping are the people that I enjoy being around.
06:16 That’s just selfish. But it’s also important for the thriving in the sustainability of your business. Uh, so let’s start jumping into it. And what I want to talk about first is the three markets. The three markets are health, wealth, and relationships. Now, I don’t care like we’re talking about yoga, cause this is yoga entrepreneurs secrets. But anything that you as a service that you provide, what you’re really providing is one of these three things. Is it health? Is it wealth? Is it relationships? Now, what’s interesting when I flipped the page and what you’ll see is that any service or product can be sold within health, within wealth or within relationships, depending on the positioning. And so this is what I mean, that’s the other side. All right? So we have the market, you have HWR, health, wealth and relationships. And for our purposes, because we’re talking about yoga, the submarket.
07:09 So as you go down, you’re like, okay, I’m in health, but my sub-market is yoga. Like you get, start getting more detailed as to what it is that you’re actually providing. And as we go deeper, it’s then who am I actually serving? When I get deeper into this. And so market health market wealth market relationship, the sub market as you go deeper is like okay for us, let’s just say it’s yoga, right? Generally yoga for each one. No this is what’s cool is that we think, and you may think this too and it may be true for you and what you provide that yoga, if you just look at it for the face value of it, it’s health of course people are coming in, they’re getting stronger, they’re getting more flexible, right? They are getting the mental benefit of conscious movement and conscious breath, which is then helping them like the mental clarity that’s created, right?
07:55 You could even say that is helping the relationship with themselves. Cause if you look at the deep and the core of what yoga is, it’s our sense of self that we’re correcting in the totality of what yoga offers. So what’s so cool is that yoga can actually be sold or position in the health market, in the wealth market or the relationship market. And what I mean is when you get to your niche, I may decide that I want to serve people with post traumatic stress disorder, right? And so that puts me squarely in the health market because they are unhealthy mentally from a past traumatic experience. And I want to help serve them so that they can be free of the PTSD. Now we’re still in yoga and I could say, you know what, my niche, I’m a business coach and so I wanna help yoga studio owners or yoga entrepreneurs or online yoga businesses to make more money [inaudible] so you could be in the yoga business because up market you could be a business coach and be totally people make more money in the wealth market.
08:57 I hope this is making sense cause all of a sudden what you think you’re providing, you may realize, Oh, you know what? I have a different niche. I’m pretty sure the people I’m talking to right now is we’re going to be squarely in the health and maybe the little bit in the relationships, but this is important just to understand the framework so that you can find out where your positioning is and then understand who it is that you want to serve. So this is at the beginning framework that’s going to help us get to that hoop. Now I could also say in relationships I teach yoga, but I teach yoga for marriages, right? I am a couples relationship yoga expert and that may be true. You may have gotten your training and it’s all around relationships. You may have been a therapist and then you got years yoga certification.
09:36 You find the blend, this beautiful blend of what yoga can do for relationships and use your therapy sessions and create this beautiful experience for people that helps them with relationships, right? So it’s really cool to see understanding the market, understanding your sub market and where you fit is going to start really getting more, giving you more clarity as to who it is that you’re serving. Now at the, you may be saying like, Whoa, that’s a lot of information. How do I know? Well, what we always say and what we teach is look at the start point is to look at your story. What brought you to yoga? What were you struggling with that you wanted to resolve that yoga? Like then you found yoga and yoga helped you experience it so much so that you’re like, you know what, I’m coming a teacher and I want to serve.
10:22 I want to serve because I want to help people like come, like go through and get past what I’ve gone past. I want to share it with others and then I want to do it so much. So then I’m opening up a yoga studio and I’m gonna get people coming through the doors. Right? And so once you have that story in mind, what’s so powerful about that is then you’re then going to craft who you want to serve around that. Now it may not be your story. So we’re doing that. A thought in the beginning, the advanced teacher training that we were doing like two weekends ago, there’s a woman there who she is serving the PTSD community now. She didn’t have it herself, but she was a member of the military and the people that she saw within the military, her, like her team and her peers within that community, she saw suffering.
11:09 And so what she wanted to do was help those people. And funny enough, there was another gentleman who, who actually had the experience of PTSD, was in the war and came back and was struggling with it and yoga helped them. So we have two people like serving the market of people with PTSD. Now what’s really interesting is both of them are in the military, but as you go into it, so let me finish the point part. One of them was like, this is my story. I use yoga to overcome my struggles with PTSD. And the other one was like, I didn’t have it, but I am called to serve that community because I was part of the community and I see them struggling and now I know what I have as a gift of yoga can help them and so, but my point is still part of your story is going to be the people that you want to serve, whether it is your story specifically or a story of somebody in the community that has called you to serve.
12:02 Now next level, this is where we’re really getting into the nitty-gritty is so let’s just use this PTSD, yoga and health as the example. There’s various types of people who suffer from post-traumatic stress disorder, right? And the example I just gave, part of that demographic is veterans who have been to war and have come back and they’re struggling. Another aspect of that is first responders, who every single day are putting their lives on the line and going into just unconscionable scenarios where their fight or flight system is like fired every single day. And that repetitive experience, whether it’s just one horrible experience or just the repetition of that, it just fires up the brain to be constantly on guard, right? And so they may be the type of person that you want to serve or people that have domestic violence in their past that have struggled to overcome that.
12:55 So even within the post-traumatic stress community of this, this type of niche that you want to serve, there are various types of people. Now this is what’s important as a service, what you’re providing for that specific person, the solution, the yoga, the product that you’re putting together isn’t necessarily going to change between veterans first responders or domestic violence people. But the way in which you attract those people must be different because the message I’m talking to a veteran about is not going to be the same message that I’m talking to someone who’s experienced domestic violence. So understanding your who crafts the message so that you can attract them attracted meaning, Hey, are you struggling with this? I have a solution. I, I’ve either been there or I’ve helped people get past what you’re experiencing. And then they’re like, yes I want to be past this.
13:46 And they say, what can I, what helped me? And you’re like, yes I can help you. And then all of a sudden you’ve attracted your who because you understood where your niche was, where they were, meaning what was their story? And then you told a story in relationship to what they experience, meaning your message to attract them because you related to them in an honest and authentic way. I hope this is making sense. This is so important. And so let me take it back to the yoga studio owners cause we have a lot of those in the group. So the yoga studio example is for most of us, I know there’s anomalies here, but let’s just take, I’m going to take, make a big sweeping generalization and say most of the yoga studio owners, they’re in the health market with the sub-market of yoga. And it’s general terms and like for us, this is our example.
14:34 Our niche is hot yoga. Within that market, we teach hot yoga. Everything we do, we turn on the heat and we do these two styles of yoga. Now, this niche for some of you may be on your Saara, maybe I and Gar, maybe Ashtanga. That may be your thing. Some of you have a studio where you’re like the where I do kind of everything all the time. There’s some challenges to that, but we’ll talk about it. So within that, I then have to know like this niche isn’t enough for me to know who that is. I have to get into saying like, okay, in my story, in my experience of what yoga did for me, who is it that I really serve? And my story is one of, initially it was pain. I was in martial arts physically in pain from the, the intense training that I was doing.
15:20 And yoga helped me alleviate that. And so I look at this and I’m like, Oh, I can speak to people who have body pain and they may not have the relationship of martial arts. That may not be the trigger of it. It may be aging, but I can still speak to the solution. The result that you can get from practicing at our studio in relationship to being out of pain. What I also know is I went through a period, right? Like as a business owner, as a father, as a husband, there are stressors in life that trigger me every single day and I know this practice helps me manage and alleviate that stress. Now the other third part, and I’ll talk about the broader, so this is my example and I, we actually have a, what’s called a funnel right now for our introductory package, and it’s John’s story of his acute stress disorder that happened because of martial arts.
16:10 So not only physical pain, but stress and how yoga helped alleviate from it. And so he tells his story on this landing page that encourages people to hear what he’s saying, to relate to what he’s saying. And then potentially come in and buy a two week unlimited to come in and try out to get the same result. So it’s so important. All of a sudden we have a message that we know who we’re talking to from our own experience or a person that our lives experience who were called to serve. And then we present that message within a story understanding what John talked about last time, vehicle, internal and external, false beliefs that the story helps to alleviate. So what we’ve done, the studies that we’ve found is that there are three big reasons why people come to yoga, right? So in whether it’s hot yoga, whether it’s a new start, when they think of yoga in the broadest terms of what they’re looking to alleviate, the results they’re looking for is stress relief, alleviation of body pain, and they want some type of alternative wellness.
17:07 Meaning the gym isn’t doing it for them anymore. Running’s not doing it for him anymore and they need something different that’s going to help them get the result they want. Whether it’s aging, then fighting the effects of aging, whether it’s just keeping the body in shape or whether like whatever it is, flexibility. So alternative wellness. The other thing is like in that is flexibility. So when I go back to the story I told them beginning in 2005 what we were doing was in every single one of these, Hey, want to get flexible, give back pain. Is life really stressing you out? And if you have one of those, but you see the others, what it says is, well that’s not really me, but when I now say, Hey, are you stressed? Here’s the story of my stress and how this hot yoga experience helped me and that’s it.
17:50 That’s the only message they get because then I know who to target because I know who my who is. My point with this is I then may have a different and different message to people with body pain. Now. Again, it may not be my physical body pain story, but it may be someone who I’ve helped give the result that they’re looking for. We have a friend who we’ve known for a long time. He came in with severe back pain, well he loves to surf and he wasn’t able to surf. It was literally like the passion that he’s most excited about in life. He wasn’t able to do. He’s come in and now he’s surfing. He’s like, he has a house in Nicaragua and he’s like planning on retiring early and going and living there and he was given that opportunity because of what hot yoga gave him the relief of his back pain.
18:31 That’s a powerful story. If someone has that and they feel how back pain is like been debilitating them in their life and it’s taking away the passions that they have, like the joy of living. That story is going to connect with them, but it wouldn’t connect with them if I also added and are you stressed and would you like to be more flexible state? My point is when you understand your niche and you understand your who, your who may be varied. Like in the yoga studio example, that’s why I wanted to outline this is that I’m not gonna devote all of my effort necessarily and say my whole yoga studio is devoted to body pain. You may choose to do that, but what we know is that there are the three types of people, and if I understand there’s three types of people and I understand what they’re dealing with, I can tell a story from people who we’ve worked with or our own story that can help attract them and get them to come in so they can achieve the same result that the story has told them that we’ve experienced.
19:22 So what we’re really saying is like niche marketing. Some of you have that very specific thing. I don’t, my sister who’s in this group, she wants to serve people with special needs. That is a very specific thing where she may not be in this stress, body pain, alternative wellness arena. She knows exactly and it’s a very specific type of person that she’s going to craft her entire studio, her entire business around serving that population. That may be it. But for us as a yoga studio owner, I am not focusing completely on one of these. I’m sending different messages to each one of those people to attract them. And what happens in that meaning I’m like paying for ads is I’m paying for information. Did that message work? It doesn’t mean it’s the wrong message. I may have just relayed it in the wrong way. The story may not have landed right.
20:13 I may have put it in the wrong in the wrong format. The headline may be off. I may be like missing the target within if you’re doing Facebook ads. So what’s really important is you’ve got to test it. And we’ve been doing this for 15 years and we’ve tested a lot and that’s why I can say confidently stress, body pain and alternative wellness. Now who’s got stress? Parents have stress, moms have stress, business owners have stress. So then in that I want to focus my attention on stress related to business owners. I can relate to them because I own a business, right? I can relate to parents because I’m a parent. You see what I’m saying? Like the sudden how even within this there are these little submarkets of people that you can attract. This is so important as as a yoga studio owner because wherever you land within the niche of what you do, understanding who you want to serve and understanding the story that got them to where they are allows you to send messages that relate to them that attracts their attention and hopefully brings them into your, your atmosphere, your orbit so that you can serve them.
21:13 The last thing is whatever this is, you got to make sure you deliver on it. Right? For us, we know that the methodology that we use within hot house yoga and what we teach and the concepts and the teacher trainings, it works. It works because we’ve been doing it for 15 years and we have the results, the social proof of people who have been practicing with for that long. And they’ve given us testimonials as to man, it’s changed everything in how I relate to stress and the stresses of my life. It’s totally like our friend who’s, I’ve got zero back pain. This is the place that’s done it for me. Right. So my point is, if it’s back to if you’re an Institute of yoga, are you sure that the classes that are being delivered to your students are giving them the experience that you’re promising?
21:54 Cause what we’re really saying with these when you get down to your who is your giving them a promise of some result and just make sure that you’re delivering on it. That’s the most important thing. So that was a lot. And I’ll try to condense it and keep it short, but I hope it was helpful. I know there was a couple of questions. John, will you, uh, do you know if that question all right, Karen, you said how to figure out why you’re marketing to a certain type. What makes you want to market to them? It’s a great question. So why you’re marketing to a certain type. It goes back to your story. Why? Like why are you marketing to a certain type of like the bigger why is that’s the only way your marketing is going to be effective. You have to know who you’re talking to.
22:35 If you don’t know who you’re talking to, then you have no idea how to craft the message, which is really just wrapped up in a story of someone’s struggle. They’re the solution for the result and then the achievement in the transformation that they experienced. So the why is this is like how you like broadcast the way in which you broadcast your message. If you don’t know who you’re talking to, then you don’t know how to speak to them. Now as far as that was, why would you choose one person versus another? Well, I would always say just go back to your story. Like why? Like who do you want to serve based on what you feel called to do for them? So for me it’s like I know the power of yoga because of how it helped me experience like a pain-free body and a stress-free mind.
23:19 Right. Funny enough. That’s why that’s like two-thirds of the reasons why people come in. Now I want to serve those people. I may decide I want to serve those people who are stressed, who are parents who I feel super call to because I know that the reality of when you’re stressed, what happens and how you treat your children is way different than when you’re like your mind is free and you feel good and you’re joyful about the experience of living and so the why is really like what do you, who do you feel called to serve and why would you want to serve them? Because you have this heartfelt desire to make real lasting change in their lives. That’s why we start with what is your story? Why did you get into yoga? Why are you teaching it? What was your experience or what was the experience that you had living where you were introduced to someone who is this type of demographic of person who now you want to serve because we feel so-called.
24:05 It’s got a spark. Why is because it has to spark passion if you’re in this for the long haul and so you really want to be like, like have longevity in this business. Who you’re serving has got to resonate with you deeply because at the end of the day, it’s the night. The value that you provide is what causes the money to come in, but that’s not why you’re doing it. You’re doing it because you feel this heartfelt desire to serve this person, to give them a result that they live a more passionate and purposeful life. That’s why this is so important is because you’re like narrowing down and getting super excited and passionate so that you can be within the struggle of what it means to be an entrepreneur, what it means to be a studio owner and all of the fires that come up. And you have this like it’s literally the fuel to keep you going every single day because you feel so passionate about serving that person or that demographic or that group of demographics of the people that you know we’re going to come in and that you can really help. That’s the reason. That’s why. So if there are any questions an after the fact, if you’re watching this as a replay, please put them in. Uh, let’s keep this as an ongoing conversation and we’re gonna keep delivering this the next week. We have another lot of training on Friday and please join us. Thanks
25:13 you so much and we’ll see you soon. Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.
In this episode, John will talk about the art of selling without selling, and dive into the psychology of selling anything, specifically, selling yoga. He will describe the psychology and how the brain processes a potential purchase.
He will also go through the 3 False Beliefs: Vehicle (does it work), Internal (can I do it), and External (do I have the resources), and tell us the best way to break those false beliefs through storytelling. He will then describe a very simple framework to tell your stories so that you can always motivate potential students to sign up to your classes. It’s gonna be a resourceful 23 minutes, so take out your pen and paper.
Key Points Discussed:
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This episode was released November 06, 2019
Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors
00:00 We want to shift people’s belief patterns so they’re not stuck in the vehicle, the internal, the external. We wanna tell people stories that take their belief, and the old story that’s holding that up, and we’ve replaced their old story with the new story. It could be ours, it could be somebody else’s, it could be a testimonial story, but at the moment we shift that story, their belief changes. And that, my friends, is the key to not only storytelling, but it is the key to the art of selling without selling.
00:32 What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.
01:02 Hello. Hello, hello. Welcome, welcome. And so, Yoga Entrepreneur Secrets, people. All you entrepreneurs out there, we are going live, and we’re talking today about the psychology of selling yoga. This is really the psychology of selling anything, but specifically the psychology of selling yoga. And so, what we want to start with is, for any of you who have ever had somebody come up to you and say, “I want to do yoga.” Like, even something as simple as that. Like, “I want to do yoga. What’s yoga about? Or talk to me a little bit about it.” They are essentially… even if you’re not actually offering them a class. Even if you’re… maybe you’re not even in your studio or you’re… they’re asking to actually buy a package from you, or anything like that. They’re just like, one of your friends is curious about yoga, we still approach it the same exact way. So this works for everything guys.
01:53 Even if, like so… cause even then we’re kind of kind of selling it in a way that we want that person, whether it’s a friend or family member, to actually practice, we have to be persuasive enough or get their interest piqued enough, so that they’re willing to step into a studio, step onto their mat, and change their lives. Right? So that’s really the key. And so, regardless of whether it’s… you’re literally trying to sell them a package or sell them into your studio or into your training or whatever, the thing that you’re offering is… or you’re simply just having a conversation with a friend, it’s the same psychology. Like, any time, no matter what it is, anytime we go to make a purchase… so this is yoga, this is buying a car, this is buying an outfit, this is buying whatever it is that you’re buying, we always approach it… if we’re not familiar with it, we haven’t bought it before, we’re not… we’re not…
02:41 It’s new, we approach it the exact same way. Everybody approaches it… approaches it the exact same way. And how they approach it is, they have specific belief patterns around that thing. And it’s three specific belief patterns. The first… this so… how the brain processes potential purchases, is exactly what I was saying. The first A, this is a vehicle. Right? And what vehicle means is when they look at, well, say yoga, when they come in and say, “Hey, I’m not sure about this yoga thing. All my friends are doing it, and I’m kinda interested in it. What’s it about?” The… what their belief pattern is, “Will yoga… does yoga actually work?” Right? Does yoga actually work? So it’s a vehicle belief, meaning, does the thing work? If I’m going to… I’m going to buy an outfit, I’m like, “Does that outfit work?”
03:31 Meaning, “Will I look good in it?” This isn’t going to work if I’m going to buy a car, does this car actually drive? Right? Does this car actually work? Is it gonna? Is it gonna achieve what it says it’s gonna do? And so if somebody is coming into a yoga studio, they’re like, does this yoga thing work? Right? What is this like? Tell me about this yoga thing. Right? And so what we tend to do as people that have practice forever, so your friend comes up to say, Hey, talk, kind of interested in the yoga thing. I know you’re, you’re a yoga teacher and you do yoga all the time. Talk to me about it. What they’re really kind of diving into in the beginning is their belief pattern around the vehicle. Does yoga work now what we do on the other side as teachers, as people that are in it, like we know it works, we’ve done it our whole lives.
04:16 We love it. We start talking about details, about benefits, about we throw technobabble like so if for instance somebody comes into my studio and they say, Hey, mentioned yoga, right? What I did in the past was, Oh, you’re going to love it. The heat is this, and then we do poses that create this and these poses work this and then we do these posters over here and the works this and a bunch of technobabble and I used to even throw out some Sanskrit credit and some other terminology that they’re like, I have no idea what you’re talking about. Right? We tend to miss when we were in the beginning of the emotion that we felt, how amazing we felt, the epiphany we had that, Whoa, this is incredible. And then we get into the logic where we start to study it so much. We dive so deep into it that we understand all the technobabble up dog and down dog in myofunctional methodology and all of the things that are in a class, right?
05:12 All of the things that we love about it, the way it makes us sweat, what it does to the last of the muscle, how the build strength and coordination and balance and blah, blah, blah, blah, blah, blah, blah. All of us. That stuff. When someone’s brand new, that’s like, Oh no, I knew what you’re talking about. All right, I’m going to go over here and keep pushing weights or keep running or doing my other thing. Right. They get, it gets lost in translation and I’ll get to the solution just a minute, but the next thing, so if we get past that vehicle or they get past the vehicle thing where they come in and they’re like, well, all my friends are doing it. I see it on TV. I see it all over the place so I know it works. I know it like yoga is legit.
05:48 Will it works for me? Right? The internal belief is can I drive this vehicle? All right, I know that car that I want to buy actually works drives, right? It’s sporty, it’s fast, it’s, or it’s a truck. It’s tough, but can I drive it right? Looking at Lamborghini, it’s really sports car, but do I know how to drive it? It’s probably a sensitive state, right? The internal belief comes down to there. The belief, uh, that they’re able to do it. Not that it works. I, they’d gotten past the vehicle already. Now it’s an internal belief. Can I do it right? So the next piece of it is if I step into a yoga class, am I actually going to be able to do these poses? Am I actually going to be able to do this practice? Right? Do I have the body type for it?
06:33 Am I strong enough? Right? All of these internal ideas, right? Do I have to be like a dancer and be super flexible and be able to straighten my leg and do all of this, touch the floor and do all of this stuff? I don’t know if I can do that right? That’s the next level. Like am I able to do it right? Do I believe I can do it right? And again, the way we’re going to jump that right, and I’ll get to it a minute is the same as the vehicle. If they get over the, the internal belief, right? The next piece. So that’s who they got the vehicle. They were like, okay, yoga is the legit yoga actually works and I believe I can do it right. I’ve maybe a friend of mine is just like me, is the same body shape and the same thing and he does yoga all the time.
07:15 And, and so I had this, I had the belief, I know I can do it. The next is an external belief. Do I have the time, the resources, the support from a spouse? Am I able to pull the external resources that make this a reality? Right? So the next thing, if I’m coming to the yoga studio, I know that yoga works. I believe that I can do it. Do I have the time to do it? Do I have the money to do it? Is am I going to get the support from my spouse or my friends? Am I as a man? Am I going to get joked by my friends for going into a yoga class maybe 10 years ago these days? No, you won’t. So do I have the resources to do it right? You know, and so for them it’s like, okay, timing.
07:53 What’s my day like? Do I have, do you offer enough class times that I can actually fit this into my schedule? Is how expensive is it? Can I budget it into my budget? All of those pieces like the, is it, do I have the resources? Is it at, can I actually make this thing work no matter what? So again, I’m going to reiterate a point I made earlier. It doesn’t matter if you’re coming to do yoga, it doesn’t matter if you’re buying a car. Doesn’t matter if you’re going to buy an outfit, doesn’t matter what you’re buying. We all go through this process of, through this brain process of a potential purchase. Does it work? Can I drive it? Can I actually do it and do I have the time, the resources, the support from friends and family to be able to make it work.
08:34 Here’s the next piece guys. In order to, for somebody to get through these three beliefs, these blocks, these roadblocks from achieving what they want to achieve to buying the car, to doing the yoga, coming in and practicing. There’s a simple way for us to help people get over those hurdles. There’s three major hurdles. They have a belief. What we’re here is with the vehicle, the internal and external. Those are belief patterns. They have a belief that yoga doesn’t work or they have a belief that I’m not capable of doing it or they have a belief of I don’t have the money or the time to do it right? These are belief patterns. Every single belief that you, that I have that you have is held up. Here’s the belief. It’s held up by a story. Every single belief we have is held up by a story, so the solution here on our size comes.
09:23 Someone comes to you and says, I’m interested in doing yoga. Instead of saying, well, here’s the benefit of yoga. Yoga is so good, right? Do you, it still is the mind. It allows you to, to be, have deeper awareness is, uh, is it allows you to be more skillful in your relationships, allows this and it makes your body feel incredible. Instead of telling the person all the benefits, we just need to replace their story so that the belief changes, right? Every belief is held up by a story. If we changed their story, right? Meaning tell a story, we can change that belief regardless if it’s a belief around there, the vehicle, the internal or the external. Okay? So how to sell without selling. If you’re a Bruce Lee enthusiasts, like Chris and I are in enter the dragon. There’s a scene where Bruce Lee is on a boat and he’s going to the main Island of the bad guy and that’s where he goes crazy and fights everybody.
10:14 He’s on that boat and one guy tries to pick a fight and he was like, have you ever heard of the art of fighting without fighting the whole thing? And he gets the guy to, to sit in a boat. This is the art of selling without selling, right? And this is what’s so powerful about this is if you’re a yoga entrepreneur, you’re in the yoga world. And what we bump up against as yogis is, I don’t want to sell it. I don’t want to be a salesperson. Selling is so it’s hard. It’s like we don’t have to sell. We simply need to be good at telling stories, right? So good at telling stories, storytelling, basic storytelling script. We’re gonna go over this in just a minute, but if somebody comes in and they’re asking, does yoga work? I don’t need to say yes, it does because of X, Y, and Z because of all this feature and this benefit and this feature and this benefit.
11:00 I simply just need to tell the story. Yeah. Well, when I started yoga, I was into martial arts and my brother and I were pounding away. We’re fighting all the time. We were, we were hurt all the time. We were, we’re beat up a lot. And we started searching out something that was going to allow us to heal faster and our sister was huge in the yoga and she was like, you guys gotta do a yoga class, and she taught us our first class and then after that class we were like, Whoa, that was powerful. Let’s start practicing more regularly, and we started getting into it more and we realized that the more we practiced, the faster we healed, the faster we healed, the more we could train, and then we practiced so much we were realizing, Whoa, this feels incredible. This is making such a difference in my life, not just my martial arts, but in my actual, my relationships and how I look at food and how I feel about myself and my ability to stay focused.
11:49 There’s a story, right? Yes. Yoga works. That’s a vehicle story and same thing, internal belief. I would tell a story around that. If somebody comes in, it’s like, yeah, all my friends are doing yoga. I know it works, but I’m not quite sure if I can do it. Then you tell a story about an internal belief. It could be your story. It could be somebody else’s story. A lot of you have worked with so many people in the years. You have a multitude of stories, so many stories that you could pull and say, Oh, well, this is my friend Peter who came in. He’s a little bit heavier set guy, and he came in and he heard me talking about yoga all the time. He knows it works, but he was like, I don’t know if I can do it. I was like, Peter, come on.
12:24 I’ll come into, I’ll go and take a class with you. We’ll do it together. And Peter tried it and he got out of class and he was like, Oh my gosh, this is amazing. I’ve never felt so good in my life, and it changed everything for him. He came a couple more times and he was hooked. He realized you don’t need to have a crazy dancer’s body. You don’t need to do all these crazy gymnastics in class that it’s, there’s a deeper aspect to it that’s so much more powerful. Testimonials. Guys are so powerful. When you talk about other people’s stories, people that you all have worked with, that you’ve changed their lives. People are like, Whoa, he’s not just telling me his story, obviously. Yeah, he, he’s a yoga teacher. He probably grew up being able to do press-ups and handstands and stuff.
13:07 Oh, the someone else’s stories. Somebody that’s like me, they’re coming in and actually getting benefit from it. They didn’t think they could do it and they’re coming in and practicing law. That’s so powerful. Testimonials are huge. Huge, huge, big, big, big. And then obviously external belief. Right? Externally it’s going to be time and resources and you know, it’s a, it’s one of those where you’re like, yeah, my so-and-so didn’t have time either or they didn’t have money and they realize that to not do it, I’ve made there. They had to spend that money later on because their health was deteriorating or something was going on in their bodies and [inaudible] but instead they dedicated themselves to a practice and realize, yeah, over the long run I’m paying for yoga, but it’s making a difference where I don’t have to actually fork that money out to a doctor later on or something like that.
13:49 You know, you also have the stories of the external belief. How have people made it affordable for them and what’s the benefit of them doing it versus not doing it right or, or the time I feel like, well I don’t, I’m so busy, I’m so busy, but like my friend Sarah has three kids and she’s running, running her studio with her mom, a gym with her mom and then, and she’s doing all this other stuff and she’s able to practice on top of it regularly. And that’s where I would start the story. But she also teaches too. So like when, if I were able to tell that story when I would tell that story, feel like, Oh wow, I don’t have any kids. And I just had my job and my dog. Yeah, I can make the time. If Sarah can do it, I can do it.
14:31 You know, let’s say it’s so telling stories and not saying, no, you have the time. You just have to do this and this to say, no, I got a friend of mine that blah, blah, blah, blah, blah. And they’re like, ah. It breaks their false beliefs. So you see what I just do. You move those simple stories and I was just shooting from the hip with it. But even those simple stories, somebody comes in with a belief, a belief that is held up by a story. I’m so busy, I don’t have the time. We don’t have the money, I don’t have the resources. And you just change that story with somebody else’s story or your own personal story and all of a sudden it starts to break their false belief. What they thought was a true belief was actually a false belief. And we’re just breaking it through storytelling, through testimonial.
15:09 Now a simple way. Here’s this and this. We’ll finish with this. I am going along. I like to talk. A simple way of structuring a story is this. So this is basic storytelling script. Chris and I will do another training sometime when we’re going to go, we’ll go deep into storytelling and really break all of these apart because there’s multiple levels to it. But we want to keep this simple for today. So you guys get some good information that you can take right away and say, okay, let me plug this in. Let me start working, storytelling and start making a different. So basic storytelling script number one is the struggle. All right, so when I’m telling a story either about myself or somebody else, I’m going to start with the struggle. The a a master at this as Quintin Tarantino, if you ever see any Quentin Tarantino’s movies, he starts, a lot of times he’ll start it kind of in the middle or at the end of the story where it is crazy high drama, crazy struggle, create like you’re like, Oh my God, how did that person get there and why are they holding the stick of dynamite?
16:01 Oh my gosh, this is so crazy. You know he does a whole high drama and then he backtracks and goes chapter one, chapter two, chapter three, and you start to see the story unfold all the way. That point of high drama, right? He’s a master at it. But you’ll notice in a lot of movies they’ll open up the movie with really high drama or really like the struggle. What’s this? The main character going through. They’re running on a train and they’re like, the cars behind him are exploding. And I’m like, Oh my God, how did she get there? And then they back up and start to tell the story. So you want to go into the struggle immediately, right? Because that catches people like, wow, why are they struggling with that? And then can talk about the search for the solution. The search for the solution is, how do they get to that struggle?
16:40 They got to that struggle, right? It’s the story of like, okay, I’m, I’m in this place and now I gotta figure this out. Like what is the solution to this? You know, I’m bumping up against this wall and there is a way for me to get around this wall, right? My friend had start off the story like, yeah, I have a good friend of mine. He had to compress distance low back. And so he had to get surgery. And when they did the surgery he thought, okay, this is gonna make me feel better. And after the surgery and after he got over and started healing, he realized I’m not, I don’t feel better. I got to find a way to like get out of this pain. Like I am too young to be immobile. I’m too young to be in this much pain. So I gotta start to F I got to find something.
17:21 And so he went on the search, he came to me and he asked, Hey, think about this yoga thing and you know, I just had a low back surgery. Like you think this thing worked for me? And so I’m actually going into it. So that’s the search for the solutions. We find the solution I friend is search for, okay, I’ll try this yoga thing. And they find the result dedicated myself to yoga, had low back surgery. I could not move. Even after I healed, I healed up from the surgery. It was supposed to, I was supposed to not have pain and I still had pain. And I thought, Oh, okay, now I just had this surgery and I went, talked to friends of mine and realize that yoga could really make a difference. And I started practicing and after I got consistent with it and after just a few weeks, I started feeling such relief.
18:06 After a few months I wasn’t in pain anymore and it just radically changed my life. Right? There is the result I, that’s what happened. I practiced a bunch and now I don’t have pain. Here’s a transformation. Along with being out of pain, I realized that what I was learning was to understand myself on a deeper level to move into what yogis call pure awareness. This, this place where you start to be able to see colors are brighter and you start to, to pay attention to your kids and your wife. And, and what I realized after practicing for a few months and doing this, not only was I had a pain, but it radically changed my life. My relationship with my wife is better. My relationship with my kids is better, my work is better. I can focus, I don’t have to drink as much caffeine. I’m I, my body feels on fire.
18:54 I feel better than I did before I even had back pain. So this, it shifted everything. So that’s the transformation of like, okay, that result happen. You did yoga and got out of the pain and your back. But what’s the deeper level? Right? It’s that it’s the shift that happens. It’s a shift that happens that we don’t expect, right? So there’s always a result. We get to the key, but then there’s a deeper level. It’s like Disney movies are really good at this. Or like kids cartoons are really good at this. It’s like where like if you ever seen cars, right? Son loves the movie cars in our cars. Lightening McQueen. At the very end, he wanted to win the piston cup. And so he, he went and got sidetracked. And that was the struggle. And he was like, I got to get to race and the piston cup.
19:37 And he was stuck in a town and eventually he, he made friends in. Eventually, he got a mentor and he taught him how to race differently. And so he went to the piston cup and, and he was going and going and winning and, and then the King, one of the old drivers like wrecked and flipped and flipped. And he was on the, on the side. And then the other, a guy that was racing was right behind him and he, and Quinn was about to win the race. He’s right up on the finish line when he stopped two inches before the finish line and he turns around and he goes pick up and picks up the King, right. And starts to push him across the finish line. The other guy went across the finish line, wins the piston cup, and he pushes the King across. Right.
20:15 So this is like, he almost got the result. He didn’t get the piston cup, but what gives everyone goosebumps at the end was a transformation that happened from it, right? He transformed his entire being because, and this is so, this is what happens with our stories. We want to talk about the struggle, the search for the solution. We want to talk about the result that we, that that happen. But then the deeper part of that is transformation. And it’s important to keep these, you know, obviously, you can’t talk to someone for 20 or 30 minutes unless they’re sitting down and having lunch, lunch or dinner with them and you’re like, no, I’ve got plenty of time. I’ll tell a giant story for, and they’ll get engaged and we’ll have a good conversation. But if somebody is coming into your studio, you don’t have 30 or 40 minutes or an hour to talk to that person.
20:54 So you want to keep your story, your story condensed. Now they’re the key. And what’s cool about this framework, guys, is that you can do this framework in two minutes. I can tell the two-minute story or I can tell that story like I just did a tell, told a story. I think that’s probably a five-minute story. I can lengthen it by simply just popping in details. I can take a two-minute story, make it a 20-minute story or 30 an hour story, a two-hour story. But if I was speaking from stage and I had to tell a story like that, I could lengthen it to 60 or 90 minutes presentation if I needed to. Right? So our stories can lengthen or shrink depending on who we’re talking to them when we’re talking to, but the concept stays the same. We want to shift people’s belief patterns so they’re not stuck in the vehicle.
21:35 The internal, the external. We want to tell people stories that take their belief in their old story that’s holding that up and we’ve replaced their old story with the new story. It could be ours, it could be somebody else’s, it could be a testimonial story. But at the moment we shift that story, their belief changes and that my friends is the key to not only storytelling but it is the key to the art of selling without selling. So I hope that helped plug it in right away. If you’re offering your services to somebody, you’re, you’re trying to make a living doing this stuff and whatever it is, yoga, maybe you have other things on the side. Maybe you want to talk to your employer about getting a raise. Same exact thing. Use storytelling to do that work. So anyway, thanks for hanging with me and we’ll see on the next one.
22:22 Yes, Thanks for listening. We hope you enjoyed this episode and be sure to tune in for the next one. Thanks. Peace. Thanks. Yes, thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks.
In this episode, John and Chris will share the last segment of their 95-minute interview with Brad Gibb of Cashflow Tactics, where they talked about the core four, which are the foundational financial principles that we should run all our decision making on in terms of what and where to invest to get the best odds of the results that we’re looking for.
You’ll wanna listen to Brad on this one, because everything we’ve been taught about achieving financial freedom and building wealth has been very misleading. Enjoy!
Key Points Discussed:
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This episode was released October 30, 2019
In this episode, John and Chris will share the second part of their 95-minute interview with Brad Gibb of Cashflow Tactics, where they talked about the definition of financial freedom, what that really means, and how to attain it.
They’re also going to talk about how to completely change the rules of the financial game while also posing the question whether a ton of money in your retirement account can change your reality tomorrow. You won’t wanna miss this one. We are going to go deep into what financial freedom is, how most people think about it wrong, and how you can still live an enjoyable life while pursuing financial freedom.
Key Points Discussed:
Join The Facebook Group –> http://bit.ly/yogaentrepreneur
Learn more about Cashflow Tactics
This episode was released October 23, 2019
Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors
Speaker 1: 00:00 Hey, we are super excited for this episode. This is the second part of the interview with Brad Gibb. And… and today, what he’s going to reveal. What? Wait for it, wait for it. He’s going to reveal how to achieve financial freedom, and this is the hint; does not take millions of dollars, or multiple decades to achieve it. And then what else Chris? Well, we’re also going to talk about the reality that if I could give you a check for $100 million, $1 trillion, I don’t even care the amount of money, it… unlimited numbers of zeroes, and deposit it into your retirement account, it would not change your reality tomorrow. Last thing, as if that wasn’t enough, is how to completely change the rules of your financial game. We are so, so excited for this. Let’s dive in.
Speaker 2: 00:42 What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.
New Speaker: 01:13 Awesome question. I want everybody to think about that for a minute, pause, and you guys can think about like, define financial freedom, right? Most people tie financial freedom to net worth. Right? The amount of money that they have in their possession, and they can put on a balance sheet. For me, that has zero to do with it. I was financially free before I ever made six figures, and before I ever had a net worth of $1 million, I was financially free. Because for me…
Speaker 1: 01:38 How is that possible? Because in my… like, what I’ve been taught, and what I’ve been like, up till now, literally up until May 25th, my understanding of like financial freedom was, put money away in a retirement plan that is based in stocks, and it will eventually compound, and you will then at some end point be able to take that money and never work again. And when you put it in, it’s tax free, but when you take it out, you’re taxed. Somehow that like, the government still get… like there… so, there’s… it’s what we’re calling…. So I’d love you to unpack that a little bit.
Speaker 3: 02:15 Yes. So it’s… it’s… again, it starts with setting the right target. Let’s go through this thought experiment. If I could write a check again with as many zeros as you want, and like we’re all in our thirties, how old are you guys. 39. I just turned 38. So for us especially, if I could write you guys a check with as many zeros, I can’t. I’d love to, but I can. But if I write a check with as many zeros as you guys need to be totally financially free, but then I deposit that in your retirement account. Is life any different tomorrow?
Speaker 1: 02:48 Not even a little. No. Not a bit.
Speaker 3: 02:50 It feels really good to open up your account balance, but can it impact your life tomorrow? It can’t. Because what do we really want out of that account? We don’t want a big account balance. What we want it to do is to translate into income, and replace the income, because most people want to stop… have the ability to stop whatever it is that’s creating income in our life. So, we don’t want savings, we want income. And we’ve been taught that we need to accumulate, and then we’ll translate it in some magical way. If you want a funny thing… have you ever watched the cartoon South Park? Google’s Underwear Gnomes? And, watch that, because they go through it. It’s like this whole business plan of, we’re going to do step one, and step two is… and then step three, we make a bunch of money. That’s… There is no step two in this process of how does this accumulation of capital somehow turn into income.
Speaker 3: 03:47 So we just cut the whole middle out, and say financial freedom, and I’ll… I’ll bring my screen back up for those that are watching live, or I mean on the… on the video. Financial freedom is when your cashflow from your investments, from activities that are not… we’ll get into this later. There’s no such thing as passive income, but income that is not directly attributed to your current active activity, when that exceeds your expenses, you are financially free. Agreed? Yeah. Yeah. Because and, financial freedom means I’m not reliant on waking up and producing for my income. This has nothing to do with net worth. This has nothing to do with how much money you make. It just we community like these two sides of the equation create more cashflow or manage our expenses. And as soon as this assault, I’m, I don’t have to wake up and worry about money anymore cause it’s take care.
Speaker 4: 04:42 It doesn’t have to happen when I’m 59 and a half years old.
Speaker 3: 04:45 And then to our point, anybody following the right set of principles that are focused on the most effective ways to create cashflow can do this in 10 years or less. This is the mission of Cashflow Tactics,
Speaker 4: 05:01 financial freedom, cashflow, exceeding expenses in 10 years or less. That’s the mission of Cashflow Tactics. Yep. You have to be a business owner.
Speaker 3: 05:10 You do not have to be no. But what we will teach you to do, and this is the cool connection, you have to be entrepreneurial with your mind. You cannot accept the, someone else will come save me. Someone will care more. Somebody is smarter than me. Somebody knows what I need more than I do with your mind. That’s an area that the life you cannot turn over. So we’re teaching you to take control and responsibility of your, of your money in your capital. It doesn’t mean do it all. I don’t do all the things in my business, right? But I understand it. I know it. I control it.
Speaker 4: 05:43 Right? So Brian, let me, let me stop you for a second. Cause I think, uh, some minds just got blown. Um, well listeners, um, so what we’ve all been taught to do, whether you’re an entrepreneur or not, is to invest in either a 401k program or an IRA, simple or golf or whatever, uh, and continue to put money in that until it builds up enough to, I get to the end of this working career time where I can start to live off that, right? It start to take money out of it and use that as my, my income. So explain for our listeners why that is so dangerous by that. So not what you like the opposite of what you guys are teaching and the reason,
Speaker 3: 06:27 Oh man, where do I start? Cause there’s so many reasons why this just fundamentally doesn’t work. Okay, I’ll start with this. I don’t have a problem inherently with 401ks. Okay. And you guys are like heresy cause you just spent yesterday bashing up yesterday. I bashed up a lot. We’ll do 401ks work. I have to say yes because you will have more money. I believe just about everybody that participates in a 401k w at the end of their retirement, they’ll have more money than they put into it. That’s good. That’s irrefutable, right?
Speaker 4: 07:02 Unless the 2007 happens again. But yes,
Speaker 3: 07:04 correct. If you, if you, they CRE they designed, cause if 2007 happened three years saying, well don’t worry about it. You’re in for the long run in no recover. And that’s probably true. Right? So over a 40 year participation in a 401k account, you’ll have more than you put in. But where I have issue with it is does it accomplish our goals and our outcomes? Can a 401k be a vehicle to help us be financially free at 10 years or less? No, never under any set of circumstances is that attainable? So that’s why I dismissed a 401k. Right. Does a 401k make it so I pay the least amount of taxes possible. No, actually pay more taxes when I use the 401k account. So I don’t want to use it from that standpoint. Do I have control over the capital and the investments and the outcome?
Speaker 3: 07:48 If I’m not getting what I want, can I influence it? No I can’t. I’m not going to use that account. Right? So we go back to these sets of principles that we operate in it for those that for anyone that has ever been financially successful enough to be financially independent before the age of 65 has followed a certain set of principles. Then after we teach the 401k violates all of those. Okay. And then the last part about it, and we can get more tactical. You guys just guided me, but the other part about it then I have, the other issue that I have is no matter how much money you have set aside and accumulated, if you have [inaudible], if your retirement has looked like this, accumulating a balance of assets and then you’re supposed to let go of all of everything you’ve done for the last 40 years, all of the programs security you have around a paycheck and then start drying this account down.
Speaker 3: 08:44 You will, no matter how much you managed to accumulate, you will be in scarcity from day one. Cause anytime you are withdrawing and seeing that net worth balance go down. Do, does any of us know how long we have to live or how much it’s going to cost us to live throughout retirement? Yeah. So there will always be a question Mark of will this last, am I not taking too much? And you will be programmed to take the least amount out. So you spent 40 years living in scarcity around trying to spend the least amount possible, defer all of your gratification and live into the future. And then if you’re successful and you do actually retire, you’re going to spend retirement doing the same thing, trying to live out all your dreams that you deferred while you were working on the least amount of money possible just in case so that it lasts long enough. It’s miserable even if you’re successful.
Speaker 1: 09:41 Yeah, totally. It’s funny, like in yoga we talk about like living fully in the present, living fully in the present and what gets set up in the financial world is wait to live until when? Until you retire. So that when life starts like, and what’s so fascinating to me too is when we started getting into the Academy, the training videos, the majority of the videos in the beginning, we’re not tactical. They didn’t tell me where to invest. They didn’t tell me like what you’re gonna do not do. Like what’s all for, okay. What’s like right with real estate. It was like, it was more about self development
Speaker 3: 10:16 and to how we got ya. It’s about self development wrapped in, Hey you need to go and do these poses. But ultimately it’s everything is, sorry I cut you off.
Speaker 1: 10:26 Exactly right. And I guess we loved it because that’s our world. We have our desires to help empower people to live their best lives through this practice of yoga, through meditation, through that conscious movement, through and then first like for people who are listening to this who have now fall in love with that so much that they now want to offer that to others. Right. And it’s not, the whole premise behind it is to be able to live fully. And so what was so like, I have a question that’s coming on this limb, but the first thing is that what was so aligned with us as far as like yoga entrepreneurs is it was giving us the freedom to live and the tools, the tactics, the understanding, the strategies. This literally like we’ve taken a red pill to see this whole new paradigm that brings the present into our grasp in terms of what it means financially to live fully in the present and to regain control over something that has been taught my entire life to give it to somebody else who knows that.
Speaker 1: 11:25 Why would you ever know like the finances and the markets and never learn and why would you ever want to try to figure it out? Because there’s smarter people than you. They’re going to tell you what to do and what this does. It’s very empowering is my point. How did you come, like was it just through you living the process that you realized, wait, we can’t go to why most people want us to go and tell them like, okay, what real estate should I invest in and what is like what are the mechanics of the
Speaker 3: 11:54 cash on cash and was that just born from your own experience or was that like or yeah, what, what point did you realize people need personal development before we jump into the bigger stuff? It ultimately comes out of, and you’re right on all those accounts. Like it’s so interesting that, but you guys are in the world of empowerment and so are we. Your vehicle is yoga. Mine’s money. We’re doing the exact same thing. You’re just using yoga and I’m using mine. Does that make sense? I got hope. Everybody listening really like makes sense of that. And Stephen Larsen with offer. Mine is doing the same thing. He’s empowering you with with business systems and marketing systems. It’s all about empowerment. But the one area of life that still remains very, very protected is, is the area of money that we, we can be empowered with. Money. Money is one of those couple of topics that’s just off the table. Um, so you know, to be able to ever do that and that’s what we’re out to shift and change. How did I get there? I think it’s a combination of a couple of things growing up on a farm and being in a very free environment definitely seeded some of that for those that, I know you guys are into personality tests at all, like [inaudible].
Speaker 3: 13:03 So it seems like every, you know, you’re in a good mastermind group if they give you a personality test first and say you need to bring this so you understand yourself and how you interact with anybody else. Yeah. So getting into, I was in, I’m in Russell Brunson’s mastermind group and they use the disc assessment pretty heavily there and there’s two components to the disc assessments. There’s the ratings on the DIC, but there’s also a values assessment that underlies that. And it wasn’t until I had a deep dive with a discS expert in that group that something really interesting was uncovered and it’s mirrored me, Ryan and Jimmy. So the three founders of cashflow tactics, we all had one value that did not make sense for the business that we rent it rather it pause for a second. Will you close down the share so I can see you better?
Speaker 3: 13:47 Yes, there we go. So the values, like as a money guy, economics should have been my top one like dollars and cents, right? That was one of my lowest. Wow. Political also should’ve been very high where we had Mike authority. I’m in charge. You’re going to do what I say, right? Those two for most money people are the highest driving motivation that leads them into the conversation of money. Those are the lowest for me and Ryan and Jimmy. The highest is whatever one translates to independence or freedom from all of us. So from a very young age, money to me acquainted to freedom, to being controlling, having what I want and the outcomes that I’m pursuing. So as I built, and again it led all the way through, like anytime I got cornered and constrained, I made a shit and I needed to get out of that.
Speaker 3: 14:41 Right. With my education, with Goldman Sachs, with, with the other job that I had all the way here to cashflow tactics. So, but the, as I learned and studied and put the elements of money, I was always looking at it from a standpoint of is this investment, does this analysis, does this opportunity make be more for your less frame? It it, I never asked the question of am I going to make money or not? To me that was a given. If I’m not making money in investment, I’m really bad at this. Like it’s not make money or not make money that it should always be make money or why am I involved? Right? So it was does this get me closer to my outcome of freedom or not? And that’s how I was able to become financially free before ever making six figures or being worth $1 million is I lined up every single decision to move the needle toward being more financially free than I was before and we shortcutted the process and eliminated everything that doesn’t line up all the things that actually move the needle to get us there. And that’s how, that’s how we ended up putting this together to where we can be financially free in 10 years or less if we just do all the things that make us free and none of the things that don’t, it has nothing to do with making more money or not. I ends up that way. And you guys now see it in the process we’ve taken you through, right?
Speaker 4: 15:53 Yeah, absolutely. And this is one, I think this is what we our minds most is is that the common understanding is that to be financially free, you need to make 10,000 a month, 20,000 a month personal take home or $1 million or 2 million or 10 million depending on whatever lifestyle you want to have. And the reality is, and we’ll talk was if you simplify it, what are your expenses? What’s your cashflow? And make one of those bigger than the other.
Speaker 3: 16:21 And the interesting part about it though, and this is where I love coming back into the entrepreneur side and the side of production, like I don’t have to cut my accent. There are people out there that can get you financial grants, tenders in Alaska, they’re your eat rice and beans you’re getting, we’re just going to reduce the expense side. I don’t, we don’t live come out a place of scarcity. Like anything you want to me like you guys already know this from my addiction and this life is horsepower and it’s like, it’s very expensive to have a horsepower addiction. Like I want to start like a foundation for those [inaudible] nonprofits. But to me, those things just become carrots. They become the incentive, not for what they are. But I know that if I want to do those things, I first have to take care of like I have to go through and I, yeah, my family comes first and I have to grow my business.
Speaker 3: 17:13 I have to add value so enough other people that they give me money. And in order to get that I have to add value and not like I have to, I give a lot to charity and I made sure those around me and taking care of him only if after I’ve accomplished all of those things do I then still have money left over and I get to go enjoy those types of things. So I won’t lie in people’s lives out the same way. So it’s not about reducing expenses, it’s about understanding the principles around creating the most cashflow we possibly can. But where I wanted to go with that was once you hit it at a very minimal nominal level, like my first declaration of financial, I look at it and I’m like, I spend more than that in like a day sometimes. Now it’s laugh like it’s, I’m my financial freedom number now is 10 or 20 X that. But once I hit it the first time, the entire rules of the game change because now once I hit it, I was like, I’m gonna have to go to work tomorrow. Do I really want to go to work tomorrow and if I am, what am I going to do on there? Like the entire rules of the game change of where I get to spend my time and thinking and deciding and
Speaker 3: 18:22 have you’ve ever been Kiyosaki’s game of Castro? Like when you exit the rat race, the literal rules written for the board game change, you pull out a different set of rules and you play by a different set of rules. The same happens financially and every time I pull out a new set of rules and see how the world works, it’s like Holy crap now. Now I can create financial freedom at an entirely different level. I didn’t even think was possible, but I couldn’t see it until I created it. I love it. One,
Speaker 1: 18:51 you’ve literally, you’re changing. Like what occurred to me over the last couple of weeks has been I’m not, I’m playing a different game. Yes. I have literally exited out of the game that I’ve been taught to play and which doesn’t give me control. It doesn’t increases my risk. It increases the taxes, I pay it like and all the sudden, but what, so I’m now like, it’s like I literally, I always think I’m like I’m taking the red pill. I’m like I’m seeing inside the matrix I see zero ones everywhere. That’s all I got. But so hearing all that and like hearing like your take on the stock market and would like this different way of looking at financial freedom. It’s so counter to what the mainstream philosophy is. Like how and so [inaudible] not to mention we have advisors, right who are in within the game that they’re playing or giving us sound advice that makes sense for what success and freedom means within that game.
Speaker 1: 19:54 So just a personal story like I’ve been like going through the process and I’ve like I had to talk to my financial advisor and I am like defunding my IRA so that I can be financially free. Harris, Chris going to get some comments on that please. It’s okay. I’ll be fine. You’re, you guys are good. Wait. Yes. Yeah, exactly. And it’s okay for you to think I’m crazy. Just just watch is what I’ll say. Just watch and I’ll, and I’ll just document it the whole way, but it was so in this conversation I had with my advisor, he was aggressive in like, no, the path you’re going down is the enemy. It’s the wrong thing to do. You’re like, this is not, I cannot more strongly advise you against this. And it shook me in my the, in all of the things I’ve been learning, everything that I’ve been, that I’ve, I like
Speaker 3: 20:48 that I see as an example within mentors within you and Ryan and it was Jimmy and all the people that are in the community who are doing it and like they’re successful and they’re becoming like they’re on the path. And I guess my question is how in that situation would you have coached me to handle that situation? Awesome. That is such a powerful conversation because I like this question so much, so much more than Brad. I got $10,000 what should I do with it? Like this is a much more powerful question because I guess said to be empowered, you can’t ask the question, what do I do with my money? If you’re asking the question, what do I do with my money? What’s exposed is that you don’t have enough financial IQ. So the answer is invest in yourself until you know what to do.
Speaker 3: 21:33 Then you start asking questions of how do I get this outcome and who do I need to connect with to give me that outcome. Those are the questions of, of people with a high level of financial IQ but not the, what do I do with my money that’s exposing your level of financial IQ. So this is the powerful question of alignment, right? The first thing I would have asked about this advisor being mr aggressive is I say Chris and John, look at this advisor. Do you want what he has financially? What’s your answer? Nope. Nope. Is he financially where you want to be? No. Is his track that he is personally on one. You want to be following in his footsteps? Okay. So why are you asking this guy advice?
Speaker 3: 22:17 Cause I’ve been conditioned to cause he very been conditioned to, right. We’ve been conditioned and this goes back to the conversation at the beginning of college and degrees and education and the mentality that we have to break away with. Again, college is good. If you walk away with a skill that you can’t be conditioned there. He has more letters after his name than you, right? Yeah. It took more tests that tell him he’s smarter than you. Yes. That’s what he’s holding over you. So he knows the vehicle of a four to one K better than you do. And that vehicle, if you participate in it, we’ll have more money than you put into it. So he could hold inside of that frame, some leverage over, but he is not financially free. Okay. Would you ever take a yoga class from me? Nope. Thank you. Good.
Speaker 3: 23:03 You do yoga and I like yoga. I’m not the one to take honest as yet. There’s some you haven’t told was bad. No. And so, but I would take yoga classes from you because you’ve done it right. So here’s a guy trying to give you advice in an area that he has not played. Is he an entrepreneur? Nope. Has he made an investment in a bet on himself ever since college? No, probably not. Right? Does he have cashflow in his life? What is his tax bill look like? What are the things he’s trying to do with his money? He’s collecting his paycheck and funding his accounts and then that’s it. So he does not have the ability to give you the advice that you’re looking for.
Speaker 1: 23:46 That makes total sense.
Speaker 3: 23:48 Now we can go down the road of all the reasons why what he’s telling you is still not going to get the outcome, but it fundamentally starts with he is trying to [inaudible].
Speaker 1: 23:56 Yeah. This has been the biggest game changer for me. Is the financial IQ increasing that to empower myself to have to actually take part in conversations that I had never taken part in or is that in these previous episodes, John and I, we you’re talking about our money issues, talking about growing up poor, talking about a dad who held strong to his art of like literally like canvas and paint but didn’t understand how to market it and really honestly didn’t have any interest in it and he would always be like there the universe will provide, well it always did at the 11th hour, but that left us in the wake of like poverty. We’re, yeah, we’re broke and I’m short free 10 now. He was, he’s been meditating this whole year his whole life, but it would be down to the wire over and over again. Six kids. We grew up with six kids in our family and it would be normal. So I have hope, okay, be good.
Speaker 1: 24:46 And it would be right about like a week away from Christmas Brad and he didn’t have any money to buy the by presence. Inevitably in that week someone would say, okay, I want to do a commission and here’s a three, pay this money money up front. But it was living a life like that and it’s always down at a lot. Yeah. So I guess my point is like we’ve been having this money conversation and it’s funny cause I’ve understand the scarcity mindset, the poverty consciousness that I’ve actually outgrown. But what also happened in that was I hadn’t taken the next step of leveling up and actually understanding too, cause there’s always expansion, there’s always evolution. And I was like up until very recently it was like okay I’m, I understand the nature of money as energy and like it follows the value that you can provide for somebody and if you saw a big enough problem then it’s going to come to you.
Speaker 1: 25:34 And like if you have the right mindset, you do the work and you all the stuff that I know to be true. But there was this next level of understanding of what is financial freedom. And this is what’s really interesting. And I don’t believe in coincidences only synchronicities is that John and I, when we write our goals down, we’re very clear about what it is that we want to accomplish. And the, the specific phrase that we have had on this goal setting list is financial freedom, financial freedom. And when we saw the tagline, financial freedom in 10 years or less, and you can see that for like three and a half hours to like completely change our reality, it was like, Oh, this is it. This is the direction. But it goes back to having the target, understanding where you want to go and then, and then being willing, two, spend money on yourself to develop yourself as human being as a person so that you can grow into the person and the goals and the reality that you want to live in.
Speaker 3: 26:29 But what I want to point out what you just said is money and finance is a skill set that needs to be learned just like any other skillset, right? You had to learn Joe GHA good first. Now you’re trying to learn marketing good, right? And business skills. Good, but you need to learn money skills good as well. And I’m saying good on purpose. I know that’s not grammatically correct to make the point right. We have to learn this set of skill set to match and increase along with the other places that we expand in our lives. And that’s what like we’re trying to recondition the market or recondition our clients or be conditioned, everybody that comes to us because they just want us to give them the answer. That’s not my objective. That’s easy. That would be the easy route out for me. It would be, don’t ask me any questions, give me your money and let me do my thing and I can make everybody a lot of money.
Speaker 3: 27:14 That’s not what we’re here for. That’s not financial freedom because if I got hit by a bus now you’re screwed. Mm. No matter what I did for you, if you don’t understand what it is and have the skillset to be a high enough financial IQ for it and either I’m hurting you because I’m going to get hit by a bus or I’m hurting you because I’m giving. It’s like I don’t give my three-year-old a pair of scissors, not a smart parenting move. Right. The same thing is I don’t give somebody financial scissors to say, yeah, go do all these things cause their financial IQ is not high enough to gauge.
Speaker 1: 27:48 Yeah. Um, and I got like a thousand questions that I wrote down,
Speaker 3: 27:52 but man, that is very tactical. Are there a couple of tactical things we can give everybody, cause I’m, I hope we did it like financially, but are there a couple of like major questions we know we could just hammer on before again, maybe we do that.
Speaker 1: 28:04 Yeah, let’s do that. I think a huge one is for you to go into core four. Awesome. Awesome. That is something that I routinely go back to over and over again because it’s principles, it’s gotten guide decisions. It’s the guideline follow.
Speaker 3: 28:20 Whoa. Isn’t that amazing. So coming in the next episode, this is going to be a third part of the interview, this interview with Brad Gib, the final part, the third and final. What do we got, Chris? Well, at the final part of this trilogy, we’re going to be talking about the core four which are financial principles to live by. We’re all gonna be talking about the iceberg principle and the last bit is
Speaker 2: 28:43 B, the three best places to invest your money. Yeeees, being an entrepreneur is the best, but it has tons of challenges, right? Two of the biggest are; how to make more money and how to keep more of the money that you do make. Just recently, John and I were at an event called Offer Mind, and we had the opportunity to see Brad Gibb deliver a presentation that just blew our minds. It was called, “How to Turn Business Cashflow into Personal Cashflow.” His whole presentation was designed to teach entrepreneurs like us, the principles of how to make more money and keep more of the money you make. After this interview, we asked him if we’d ever be able to get our hands on his presentation. Well, because he’s awesome, he said yes. And, for a limited time, he agreed to let us give it to you. To get it, all you have to do is join our Yoga Entrepreneur Secrets Facebook group. So, go over to Facebook, and search for Yoga Entrepreneur Secrets. When request to join, you’ll answer three simple questions. Just be sure to leave your best email in the third question, so we know where to send the link. And remember, do the work, honor the struggle, and make the world a better place.
In this episode, John and Chris will share the first part of their 95-minute interview with Brad Gibb of Cashflow Tactics, where they talked about the scariest part of taking the leap into entrepreneurship.
They will also dive into the one thing that holds most entrepreneurs back, what we secretly sacrifice for money, how to find balance in all areas of our lives, and how money can support that.
The Yax brothers attribute a lot of their current life and business trajectory to conversations they’ve had with Brad over the past few months. This series won’t be your typical financial advice so, if that’s what you are looking for, you’re in the wrong place. However, if you are ready to have your mind blown and opened up to a whole new possibility of money and how it works, then this series is for you!
Hang around until the end of the episode to hear what will be covered on part 2.
Key Points Discussed:
Join The Facebook Group –> http://bit.ly/yogaentrepreneur
This episode was released October 16, 2019
Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors
Chris: 00:00 So, what you’re about to hear is an interview we did with Brad Gibb. Now, why we’re saying this, cause you already know that, is the interview went for probably about 95 minutes, so over an hour and a half. And instead of throwing all 90 minutes into one episode, we decided to chop the episode up into three separate episodes. So what you’re going to hear about today, in this episode, is the scariest part of taking the leap into entrepreneurship. The one thing that holds most entrepreneurs back, and what we secretly sacrifice for money, and how to find balance in all areas of your life, and how money can support that. So we are super excited for this episode. We hope you enjoy and give it a listen.
Intro: 00:45 What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.
John: 01:15 Alright. Welcome, welcome, welcome. So, we are thrilled. We are so excited for today’s episode. We have a good friend of ours, Brad Gibb, coming on, and so, a little backstory. We… Chris and I are part of a mastermind group called OfferLab, and back in May, we had the privilege of going to the… to this mastermind, and, during the very last day, they call it the Asset Day, during the very last day, we got a chance to go from table to table, and have a 10 minute conversation with all the coaches that are involved in this mastermind. Well, Chris and I went to one table, 10 minutes later, we were at another table, and then, we finally ended up at Brad’s table. And, when the 10-minute alarm went off, we didn’t move. We are not moving, and another 10-minute alarm went off, and another one, another… we were literally there for an hour, just getting our minds blown. We looked behind us and there are 10 people gathered around us, and listening to the goal that this gentleman was spitting out.
Chris: 02:12 Yesterday, I mentioned they had to stop us, but fortunately, we went to dinner that night, and we got to sit right across from him. And he… like, the reason this podcast exists, was from the conversation we had at dinner that night. And, our trajectory right now is like, is influenced by this gentleman, Brad Gibb. And so, I mean like, I’m so excited for you to hear this, because we are… in full disclosure, we’re a part of his mastermind too, called Cashflow Tactics Acceleration mastermind. And, it is changing our world. And, our hope for this podcast, is that what you hear changes your world. So Brad, thank you so much. Welcome to Yoga Entrepreneur Secrets.
Brad: 02:49 Thanks you guys. I am equally excited to be on here. It’s so cool how when worlds come together, like, I’ve said stuff about like I can’t, you won’t believe how smart the Yax brothers are about what they’re doing, and their business, and in yoga, and just their approach to life. I’m talking about knife throwing and martial arts, and all the school stuff. So it’s fun that we just, we gotta be nerds in the things we’re good at and then exchange with those that are… That are better than us in other places. So I’m.. I’m excited to be on. Thanks man.
Chris: 03:14 Yeah, absolutely. Again, so like, I know you’re humble and you probably won’t admit this, but I know personally like you are the smartest dude. I know everyone in my life and I would just want like to give, like to give the listeners a backstory as to like your education. How did you come to be the guy that you are today?
Brad: 03:31 Yeah, so I’ll, I won’t go. Like in the beginning I was a twinkle far back, right? But back. So I grew up very entrepreneurial but didn’t know that that was a thing I grew up on. Uh, my brother is now our fourth generation family farm in the state of Washington. So my dad, his dad, his dad, and there isn’t a more entrepreneurial place than a farm. There’s no instruction manual. And if you don’t do what you need to do, things die on you. Right? And so it’s just like get it done. And so, so I grew up in that, but then, you know, farms can only support so many people and we knew need a lot of labor when your kids, but then only one’s going to stay and take over the farm. And everybody knew that was my little brother that was like, he was, that was his destiny, not mine.
Brad: 04:20 So packed up and left him and said, well how am I supposed to go out to be successful? And I’ve heard the same narrative told to everybody else, well, you need to, you need to get good grades and you need to go to good school and get a good education and get a good job. And then that’s, that’s what’s going to lay the foundation. So I did those things that I’m, I’m a little bit competitive. You guys know that. We’ll find that out. But, and I’m kind of, if one degree was good, why not get four? Right? So I got into the world at accounting and then so I got a bachelor’s, a master’s in accounting. But while I was there, instead of doing what everybody else did, like I went to summer school, not to graduate any faster, but so that I could take all the classes that they wouldn’t let me take inside of my major.
Brad: 05:01 So I’m actually only a few credits short of an MBA from BYU, from the college. I went to wish BYU, but I also in that process of just taking extra classes because I wanted to, I got a degree in economics and statistics as I went through and did that. So as you can see, I like kind of all things numbers and all things analysis with that anchor in an accounting. So that was my, that route. And then when I graduated I was still making this good job [inaudible] land and really solidify my future. So I fought and fought. I took some pretty massive, at the time we didn’t realize how big of a risk they were in failing hindsight, but I was entering the job market when the economy is nothing down in 2008 and I graduated with no job, no prospects and said I’m going to get a job on wall street. When it was, well he goes a little bit before it was imploding, but so I started with Goldman Sachs in New York city and spent some time there. And so that’s kind of my background from an education and that professional was, I kind of got my start in those two areas.
Chris: 06:01 Gotcha. So when you said you worked for Goldman, Zach’s, yeah. And like you, so you were in Goldman Sachs during the 2007 2008
Brad: 06:14 yeah. So our building, if you remember, like the big tee off to the whole collapse was Lehman brothers bankruptcy overnight. Right. Solid. When they closed their doors, when they open, their nurses were insolvent and bankrupt and sent everybody home. Our building was next door to their building and that morning I still remember getting off the subway, walking out and then floods of people coming out of Lehman building with box cargo boxes in my hands. So we were like at ground zero and so obviously nothing got done for two weeks. We just sat in the lobby hoping they weren’t going to lock the doors on us at Goldman to, because everything and the whole financial world was in upheaval. But yeah, we had a literal front row seat to what was contributing to it, what was going on, what was being done about it. I mean we had, we had policy makers coming in and meeting with our teams and talking through how we’re navigating all this. I mean it was just one of those just sat there and absorbed amazing Lee. Terrible but an amazing experience to sit there and have a front row seat to that.
Chris: 07:17 Yeah, totally. So when you were there, you were an employee for Goldman Sachs and saw the meltdown around you. Did you know the writing was on the wall for you at that point in Goldman or is there some other thing that like
Brad: 07:27 I will, that was, and I knew it pretty early. I just couldn’t admit it to myself cause like I said, I have these entrepreneurs seeds in me. I was suppressing and even while I was at college I was, I didn’t want to just take the list of classes they gave me. I’m like, that sounds cool and that sounds cool. That sounds cool. It’s like I designed my own educational path through there. And then while at Goldman, same thing, I was always the one being like, why can’t I go to that meeting? Why can’t I learn this? I want to take this training, tell me how to do this. And nobody pretty quickly, people didn’t like me there and so there was already tension. But what pushed it over the edge for me to say, dye guy, get out of here. Well first off, just the moral side of it.
Brad: 08:06 I want to get into like everything that’s there, but we, I just couldn’t do wall street. But a bigger thing that pushed me out was I remember very distinctly sitting in these meetings and in the lobby watching the financial news and I was low man on the totem pole. So I knew I was done. Like if they were caught up, you know, layoffs or cutbacks, whatever. Like I knew I was on the chopping block, but I looked at the person next to me who’d been there three years and he was just as scared as I was. And the person there was five years was just as scared as I was. And my manager’s manager who’d been there 15 years was just as scared and worried as affected as I was. And I was like, wait a minute, this whole get a good job and there is no security in my job, in my profession, even at Goldman Sachs.
Brad: 08:52 And so that’s when I was like, well, if I can’t get that out of all of this, then I need to be the one in charge. And at least if I go down, I know that I was, the, my hands were on the wheel. And so that was the shift to say, can I can’t, I can’t stay in a independent of Goldman Sachs. I couldn’t stay in a firm’s structured kind of that way. And so now I’m doing entrepreneur, I need to figure out something. So Brad, with that, that was kind of, so that was the, was that the catalyst, was that like the breaking point when you’re like, I’m going into a my own thing? Or did you, did you after that still search out a quote unquote nine to five or working with somebody or was that, it was, I’m always the kind of person that like I can’t let go of the vine when I’m swinging to the next one.
Brad: 09:37 Like I want both of them. And so I leveraged my contacts and my brother also graduated accounting. And so just like you guys, we’ve sort of teamed up and we joined a firm with a very new startup. And so it was just four of us there. And then we quickly stepped into ownership and then we actually split from that root cause. We developed a little different expertise and then within a year or two we were on our own with our own firm. And so that was kind of the process, how it is. We looked for something that had the seeds of I get to bridge the gap and I mean I had kids and a mortgage, I had stuff I need to take care of. And so it was, it was a bridge into it, but in the interviews it was how does ownership work, how do we get in and how do we contribute and and how do we make this, so we were brought in with that kind of that expectation of it. And then you said within then a couple of years we were in fully into our own thing, my brother and I am and one other partner.
Chris: 10:31 Gotcha. That’s such an interesting transition because you went from employee to employer. Like from I’m working for somebody to, this is now mine. That’s not a lateral shift. That is an entire like paradigm shift that requires more than just a decision to like pay. But I think I’m gonna my own business. Like what was that like for you and what were some of the, like the struggles that you had or and what like the epiphany’s and I mean obviously you had the entrepreneurial spirit that was being suppressed and maybe it just felt natural for you. What, was there something specific about that that made it more challenging than,
John: 11:01 Oh man, like I’ll give credit to my wife on this one. Like she all the way along was the one being like, why are you still here? Like why clearly you’re good at this. You can handle all this stuff. You’ve got to figure out, just just do it already so that you can stop coming home and being miserable and complaining to me like let’s just, we’re in, let’s go do it. So a lot of it was, we laid, we laid a lot of those foundations. But honestly, the scary part about it is the conditioning I had to, I had to get out of my mind around was that one of the most damaging things about a college education, as amazing as it isn’t as important as mine was like I couldn’t have had the technical ability that I needed to start my business because I started my business around my technical expertise in accounting.
Brad: 11:44 So our firm, what we did was we became the CFOs for hire to take a company public. So if you wanted to go public, you hired us, we came in, we played your books out and we interacted with your investors, the sec and the entire process to like launch you and take you. And we did over 2000 companies, two dozen public launches with our clients. I had to have an accounting degree to be able to do that, but the thing I had to unlearn was in college you were taught that there’s an answer in the back of the book and you would do the problem and then check your answer. Stepping into entrepreneurship was like, wait a minute, like where’s the back of the book? Where do I check if my answer’s correct, your bank account was the back of the book of sweat and the answer work tonight, you couldn’t find it.
Brad: 12:24 So that was the biggest struggle of getting okay with how do I make a decision that I then say this is right, right with without anybody else without any back to the book answer. Does that make sense? Yeah, totally. And then one of the reasons I wanted to ask it is because in the yoga world and even in the business ownership, people who actually have yoga studios, there is a lot of them who still hang on to their other job. They’re nine to five ish or whatever side hustle they have going on for fear of going all in on it. And I to articulate that exactly that mind shift that had to happen in that, that willingness to leap to not have the answer but to go forward anyway. And then you find the answer in. That’s kind of like the in the process in the process.
Brad: 13:09 Yeah. It just comes out as you go. And we’ll get to there. And this is why I was so excited to be on here, is a lot of what we now teach with our clients is the process of how does your money match your entrepreneurialness, um, and gives you, cause we’re taught to give away all our money and give away all of our power because we have our job, right? And because that’s the steadfast thing, we flip it around and that’s what I had already started building. So I got to make a transition in a much different position than most people do. I was, I was much more liquid than most people did. I already had multiple sources of income coming in and so it wasn’t going from zero to one on the knots. A lot of what I would teach. So in the transition, now that you’ve got two sources of income and you’ve got a job and you’re still doing your yoga studio, what we need to do is, is just keep that Teeter totter balancing until the value of the job is to where it’s like, you know what?
John: 13:57 This isn’t even that important to me anymore anyway. And a lot of it just comes into how to mirror those challenges of an entrepreneur with the money to support that decision instead of actually make it worse, which is what most financial vice does. So there like what you described as you had this expertise that you had to have, right? You had to have that mastery level to move into the entrepreneur space and start your own thing. But then there’s also like in the yoga world is the same thing as like Chris and I got really good at teaching yoga and breaking down systems and putting frameworks around them. And then, but then when we got into actually running a business, we realized this isn’t yoga, this is running a business. Like we studied yoga, we didn’t study running a business. We got to level up our game.
Brad: 14:47 Was that, what did you bump up against that and did you seek out coaches and like what did you, was part of your training, your education? Did it help with that? Oh man, that’s, so, mine is stretched out a little bit more. So having an accounting firm is like cut and paste as I can attorneys firm as well. Like the business models there, the structures, you know, decision making. I’d already folded into it like it was literally copy paste and now I can do what I was doing over there on our side and it all works out. So a lot of that, the initial challenges of how do I run a business like billable hours was already there. The pay structure, it’s already there because they’re buying a service that already exists in the marketplace. Right? So for that initial transition it was a lot easier to say, how am I going to like put the structure together?
Brad: 15:35 It wasn’t until I left that business behind and started what we’re doing now. A cash was [inaudible] where we’re like, we have to create, I’ll hold something no one’s ever done before in an industry and in a way that is so traditional. That’s where we have run into that over and over and over again. And that’s like every quarter. It’s like you show up to our planning feeling like we just got kicked in the groin. But like taking reframing that as no, these are just opportunities to make our business better. We’re only having these problems be kids coming out of the success we’ve had leading up to this point. But you mentioned that the turning point, like we, the biggest struggle I had in business was not leaving Goldman to start my own because like I said, we had, we had a roadmap for that. That was actually pretty easy.
Brad: 16:23 The harder one was shifting out into what’s now Cashflow Tactics and we got almost zero traction and so we wrote a check, you have a mentor. And that was the first investment directly into ourselves and saying, I see a gap and I don’t have the answers and I can’t get the answers out of reading another, another 300 page business book or a personal development book. Like it has to come from somebody that has experienced, have locked it before. I need a coach. And as soon as that was the shift and I, we’re on video, right? I’m going to grab this, I’m going to show you guys what this led to and you guys will relate to it. I keep this in my closet right here to make this point. But this is every tag or conference or program that I’ve gone to since making that first investment. Like the first one is in here somewhere. I think it’s actually this one. Right. But it led to just constant needing to go and find and invest in myself to, to be able to bridge those gaps. That’s huge. That’s huge cause that it’s the investment in yourself. And so I have one question cause I really want to dive into like the tactical aspect of what we’re going to talk about today and I’ll bring up a spreadsheet. No, I’m just kidding.
Chris: 17:43 A little bit. So when you made the transition from the business, you
Chris: 17:50 quit to start Cashflow Tactics, was it the pool of Cashflow Tactics and this new different thing that you wanted or was it a struggle in the world that you were in? Because I remember talking to, you said you were making a bunch of money. Things were good financially. Was it in good totally. Or was it there was something there going on. You see what I’m saying? Where you,
Brad: 18:07 yeah, I mean I, I hear the stories of like entrepreneurs that rose out of the ashes, right? Like they were at rock bottom. And while those stories are amazing and inspiring, I don’t want to take anything away cause I’ve never been there and I don’t want it like that is like instead of paying your rent, like doing ad spend on Facebook, like I’ve never been in that situation and there’s, there’s that’s incredible and amazing. But the flip side to that that I think is never talked about but equally as difficult and in and in front elements more difficult cause like part of me wants to be like of course you had nowhere to go, you were at the bottom line. What else were you going to do? Quite that’s not that big of a choice because if it didn’t work, you were out of rent and you didn’t have rent money, you didn’t have two months of rent.
Brad: 18:51 So spending this one doesn’t matter like, but again, I don’t want to take anything away from that. Like mine has been constantly looking for, sacrificing the thing that’s good and comfortable. Now for the possibility of what could be better. And that’s that is to me, one of the things that probably holds back more entrepreneurs than burning the boats and saying, I got nothing to lose anyway. It’s how do you get to where you can let go of what’s good? And in my case, like I was, but I, the top dog had the most influence in the organization that I was part of. I had a comfortable half a million dollar a year gig going and I didn’t have to do much, but just show up and leaving that, that letting go of the comfort for the, what I knew was going to be painful was, was the thing that held me back.
Brad: 19:38 But simultaneously I knew I had in me what is now blossom in the cashflow tactics that I was in a box and prevented from expanding. And that’s what ultimately pushed me out when I got called in and said, Hey, I’ve been told you’re doing this, this and this. Is that true? My gap? Well, that’s not what we do here. It was like, actually it is what I’ve always done and I’m going to continue to do. And they said, no, this is the box you get to play in. And that’s what I was like steer to one, I’m out, I’m done. I’m figuring out how to get out of here. And we, and we built that. So it was, it was more the constraints and again the entrepreneurial idea being put in a box. It was constraints being put on there. It didn’t matter how good it was.
Brad: 20:22 I had to be who I am and be able to further develop what now is this message as casual tactics. And it was the best, worst thing that ever happened. Cause we had to burn a lot of relationships in the process. I wish I could go back and do it with the knowledge on now cause maybe we could’ve saved some of those. But relationships were burned. Bridges were burned. That it was difficult to undo that. But it’s all been for what we have now, which is amazing. Yeah. That’s awesome. What are the other Chris about some tactical. What’s his, what’s his, I know he wants to when he has in Texas, but um, but I do want to, I just want to address something that kind of, yeah. One of the things that Chris and I look for in coaches and mentors like yourself is it’s the ones that have kids.
John: 21:03 Like this is such a kid a little bit, but it’s serious. It’s such a big part of like following someone because before kids read it, we, you know, you have an amazing amount of time, but you convince yourself that you’re so crazy busy and then you have your first kid and you’re like, Holy shit, I didn’t all this time and now I don’t have any time. And then you have your second kid, you’re like, Whoa, I had so much time with one now I don’t have any time. You have your six kid coming on the way, right? Number six, six on his way up, which is like, it was just phenomenal in itself. And you just, you’re rocking out such a beautiful business that’s helping crazy helping people and extremely successful. Like, and on top of that we’re crazy enough to homeschool all of these kids. I love it.
Brad: 21:49 A balance. That’s my question. Like what? Where’s the balance with it? How do you find like family balance? Like how is it the instruction with your calendar? Is it, how do you find a balance of like building a business and doing something like following your dream at the same time having kids and a wife you need to support, I mean this is what, you know, a lot of striving entrepreneurs run back to the false sense of security with the nine to five because of this like, no, I have, I have kids, my wife, I’ve got to support. I’m going to just stick with this because that’s safe. Yeah, that’ll be such a good question. Can I draw, I’m going to draw this out. So this is my super power is making things simple enough through diagrams, but the way we look at it, so this is a principle we actually teach on a regular basis as well, is as balanced.
Brad: 22:34 You talk about, we look at it that there’s four areas of life that we’re all seeking. Balance, right? Physical, spiritual, emotional, mental, right? So we want to develop in all of these ways, right? And anytime we’re in constraint in one of these, the what’s going through our mind does not have enough time or I’m unhappy for some reason cause we’re constrained in growth in one of these four areas right now to answer your question of, of balance, I want to ask you guys a question first and everybody listening, if I could write a check with as many zeros as you need on it to be free forever, which one of these four boxes would you give me in exchange? I think they’re all more valuable than that Jack. Right? Yeah, I would because it would diminish my quality of life. I’m going to call BS.
Brad: 23:25 Do you know why? Because this is what’s, this is the reality. Like I don’t remember who said it, but somebody said show me your calendar and your bank account and I’ll tell you where your priorities are, right? Yes. How many of us are like, think about yourself when you graduated from high school versus right now your physical condition. Are you in as good a shape as you were? You were senior in high school. A lot of people would say no, right? Or think about the quality, like how much learning have you done since you graduated from college? Yeah, from a mental standpoint, how much you’ve invested there. Right? A lot of people are sacrificing that and what’s the excuse that they use to say I’m not able to do that. While they’re too busy working. So most people’s life, they think that money is going to get them what they want and as they pursue money, what they find is this box here expands and pushes out one or more or all of those areas pretty accurate to represents.
Brad: 24:25 You’d like the harder we push for success to get things financially, to have our time back, it actually squishes out and we don’t have any time for the things than that. Yeah. Yeah. So to me, here’s the answer. Imbalance is what we teach and what we strive and what I strive to do. And I’ll tell you how I do this in a second. We just want, I need to do this. We take the box of money and it becomes the foundation that we build expansion in these four areas. And if you’re listening, you can’t see this. But if you’re watching it, it’ll make sense. Money is not what we want. We want these four areas, but um, but it requires money to be able to do those things. Okay? We have to have money. We have to control it. We have to understand it, it has to support us.
Brad: 25:07 So as it comes down and now we flipped the script and instead of working for money, money works for us and we’re empowered in that conversation. And using that as a tool to get our outcomes, something opens up that’s been hidden behind it. And it’s this box of purpose. And as we pursue purpose, it does not crowd out the other areas, but it expands the entire box. And so for me, wrapping up purpose into what I do at cashflow tactics, it drives me and allows me time. While, yes, it’s incredibly difficult and demanding to grow a business, it gives me more capacity because I’m driven through purpose to be able to give myself permission to expand in all four of these areas.
Outro: 31:43 It’s gonna be in part two of this episode. So, definitely check out the episode for next week. Yeeees, being an entrepreneur is the best, but it has tons of challenges, right? Two of the biggest are; how to make more money and how to keep more of the money that you do make. Just recently, John and I were at an event called Offer Mind, and we had the opportunity to see Brad Gibb deliver a presentation that just blew our minds. It was called, “How to Turn Business Cashflow into Personal Cashflow.” His whole presentation was designed to teach entrepreneurs like us, the principles of how to make more money and keep more of the money you make. After this interview, we asked him if we’d ever be able to get our hands on his presentation. Well, because he’s awesome, he said yes. And, for a limited time, he agreed to let us give it to you. To get it, all you have to do is join our Yoga Entrepreneur Secrets Facebook group. So, go over to Facebook, and search for Yoga Entrepreneur Secrets. When request to join, you’ll answer three simple questions. Just be sure to leave your best email in the third question, so we know where to send the link. And remember, do the work, honor the struggle, and make the world a better place.
In this episode, Chris is going to share what every yoga entrepreneur can do to increase the value of the services they offer so that they can charge more and make more money. He will talk about how they joined OfferLab and attended OfferMind, and share how implementing the strategies they learned has been the biggest game-changer in their business.
Listen in as he teaches you how to make a better and more valuable offer so that you can completely revolutionize what you’re doing, how you’re offering it, and the results that you’re getting for your clients.
Key Points Discussed:
Join The Facebook Group –> http://bit.ly/yogaentrepreneur
This episode was released October 9, 2019
Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors
00:00 There’s a concept that money follows value. So the real question is, how do you increase the value of what you’re offering so that you can charge more and make more money? Well, that’s what we’re going to dive into today, and there are three simple strategies that will completely revolutionize what you’re doing, how you’re offering it, and the results that you’re getting for people.
00:23 What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets.
00:54 Alright, welcome, welcome, welcome. Christopher Yax here. You are joining us in our Yoga Entrepreneurs Secrets Facebook group. And, today I’m super excited. This is something that John and I have been like nerding out on for probably close to five years. And, so a little backstory. Earlier this year in March, we joined a mastermind group called OfferLab. And in that, the whole intent of this organization, of this mastermind, was to help people, business owners, entrepreneurs, understand like, the core of what marketing is, which is, like a sales message, an offer, and then a campaign. And so, we’ve just been like, brain being… like brain dumped, and like understanding this whole new thing. And so, this year what we’ve been doing is, implementing in our business, Hot House Yoga, a little… and actually, not just Hot House Yoga, but Yax Yoga Concepts, little tweaks here and there to just simply… the message that we’re sending out to people and the offer.
01:57 And what I really want to focus on today is… and this is what’s so interesting to me, is that, in the yoga community itself. I think it’s a blind spot. I think you have a bunch of like wonderful, like heart-centered, like passionate artists who believe wholeheartedly in what they do, and they know the power of it, and they know what it’s done for their lives. But they, and this is where John and I were when we started, it’s like, we thought like that was enough, that being really good, and really talented at something, was going to be enough to bring people through the doors, and to continue that flow of new people and to… for people to sign up to memberships. And, all we realized is that it’s not the case. There’s like, wonderfully talented people in this world, not just in the yoga community, but in like any other entrepreneurial field who aren’t doing well, and they are like the most talented.
02:46 And conversely, there are people who like maybe aren’t the most talented people in the world, but are doing crazy good. Like meaning, they’re making lots of money and they’re impacting people’s lives, and you’re like, “Wait a second. What’s the difference?” And the difference is what the mastermind group that we’re a part of helps us teach is, it’s the marketing. And, not like meaning Facebook ads, not like all the Google campaigns, and the logos, and the branding, and all that stuff, but the… the specific message that you’re sending. The offer, making it irresistible, and then how you bring it out into the world. And so that’s what those people who may not be as talented are doing really, really well. So, back to the yoga industry, I think there is a fundamental blind spot with people, either not leveling up their game, in the… the business end of it, the marketing understanding of it, or just a fundamental blind spot.
03:34 And we had it for years. We had it for years. And so, today we’re talking about yoga offer creation. Yoga offer creation. I’m super excited about it. And the first concept I want to talk about is that money follows value. And so, the question then becomes, if money does follow value. And what we’re saying is that like people have problems. Like if you look at it in the yoga world, like the three main problems that people are coming to yoga to fix our stress are a pain, like low back pain, very specifically in flexibility. And there’s a fourth one that’s like, just generally want to do like a general alternative fitness. And so the problems are like, man, I’m stressed out. And so they’re coming to yoga to fix that problem. Or they have back pain and like they’re coming to yoga to have like to for yoga to fix that back pain or they feel super tight.
04:22 And usually the tightness is what’s creating the pain. So like they’ll come in and get more flexible to be out of pain. And so what we’re saying with money follows value is that the problem that they have is a valuable problem. And if you can solve that problem for them and it’s valuable enough to them and you’re articulating and presenting it in a way that’s valuable to them, then they will pay you money for the solution that you have. So the question then becomes is how do you increase value? Right? So they have the problem and it’s to them the perception of this is valuable in as much as like it’s debilitating and it’s inhibiting what I’m doing in my life. It’s like creating this film in between relationships. If it’s stress, I feel my body breaking down. If it’s pain like so the degree to which they’re suffering over this problem creates the value in their minds.
05:14 What we need to do as yoga entrepreneurs is understand how to frame for them the value of the solution that we’re presenting to them. And so one way of doing it, and this is the way that yoga has done it forever and ever, and it’s crazy to me. I think the like, I don’t know, like when we opened up hot house yoga back in 2005 we didn’t look at other yoga studios to see what is the price points that they’re using because we didn’t like, we cared, but we didn’t care more specifically we looked, but we didn’t model it after them because we weren’t sure if they were successful or not. And I think what happens is like people that are like opening up a studio and looking into the industry, they’re modeling what they’re like, what the industry, the people around them, their competition is doing.
05:59 And then they’re just like basically saying, well, if they’re charging $150 for a 10 card, I’ll charge $140 and if their membership is $99 a month, I’ll do $79 a month. And what happens is what they know under like the intrinsically they understand is they’re trying to increase the value for the people they want to attract. But the way they’re doing it is by decreasing the price. It’s the old way of doing it. And you can see like studios just competing on price and it’s a race to the bottom. There’s commoditization of our services because everyone is just cheapening by lowering the price, which is one way of increasing the value. But what ends up happening is you end up not being able to make enough money to keep the doors open, to pay the teachers, the wonderful teachers that are there teaching your studio.
06:42 So the other way of doing it, and this is what we’ve been like doing in the last year, we’ve been learning about it, but really implementing and understanding on a much deeper level. The past year and it’s increased like we’ve been open for 15 plus years, we’re grossing over $1 million a year, right? We have like the margins are awesome like in the online world, but like it’s still phenomenal. And over that time, this year we’re projected to increase by 20% our revenue. That is not an easy feat to do with a mature studio already doing really well to increase that. And but it’s so funny that it’s just a couple of few tweaks and that’s what we wanted to show you today. So the second way is make a better offer, right? Understand if money follows value and you have this offer that is solving a problem for somebody, how do you make that offer even better so that they’re like, man, I want to go there.
07:37 And what happens when you make a better offer is that you don’t have to then compete on price. By decreasing it, you can actually increase the price, charge a premium and people will like, they’ll appreciate it because here’s the thing when people pay, they pay attention. If they pay more money for something, they pay more attention, they value it more perceptually, right? The commoditization of decreasing price over and over again, it totally kills the perception of the value that they’re going to receive within yoga, within the studio, regardless of what it is. So how do you make a better offer? That’s really the core teaching today. You make a better offer in three weeks. So this is not our, our like information that we came up with personally. This is information that we’ve learned from the mastermind that we’ve been in, that we’ve implemented that has given us crazy success and get the mastermind like the developer, like the man is Steven Larson.
08:31 So I give him credit because that’s where credit is due. So three simple strategies to add massive value to your offers. And look, it’s not like when you see it, you’re going to be like, that seems super simple, but the simplest stuff tends to be the most potent stuff. So, uh, your core product is like the main thing you want to sell somebody. All right, the main thing, whatever it is. So if like a membership to your yoga studio or if it’s like a class package that you’re putting and you want to like emphasize that this month as a promotion or whatever it is, like are you doing a teacher training or like, so there’s a core product that you want to sell, which is solving a very specific problem for a person. Right? So that’s the frame that we’re saying because what I want to go into is you’re always going to have that core product because that’s the main thing you want to sell.
09:22 Now the first way you add crazy value perceptually so that someone will then be willing to pay more for that core product is come up with a awesome sales message, right? The sales message is very specifically the story, whether it’s yours or someone else’s, have someone already succeeding and having gone through the same issues they’re going through now having used the product that you’re trying to get them to buy. And then they’re on the other side of it and they’re experiencing the result of using this core product. And there was a, there was so interesting. So I was listening to NPR the other day and they were talking about foraging. Foraging is like, you’re just like walking around in like a forest or on the beach and finding edible food. Just lying around in nature, not food that phones like thrown out. Like you’re not eating a half eaten sandwich.
10:14 It’s like seaweed and mushrooms and things like that. There’s like a legit, my group of people who are foragers who go out and they collect food. Now there’s a restaurant, I believe it was in France, I can’t remember exactly, but I’m pretty sure it was in France. Their whole niche is selling foraged food, meaning they have people go out, they buy the forge food from the people, they prepare it and then people come into their restaurant and they purchase board’s food. What she said in the interview Ballou my mind, but it correlated with everything that we’ve been learning and that is, as she said, a lot of the food, like we prepare it but it doesn’t taste awesome. And then if he was like, Whoa, Whoa, excuse me, it doesn’t taste awesome, but you’re a restaurant. People come in because they want awesome tasting food and she’s like, no, you know what sells the food is the story.
11:05 It’s the story of how it was brought about and brought to their table of who went out and where they went and saw it and what they had to go through to get it and how it became a dish that they get to now enjoy the sales message, the story behind the product that they’re getting increased the value so they can charge a premium even for food that didn’t taste as good now. So you may ask like, well like, okay, I don’t doubt that I’m a yoga entrepreneur. I’m like teaching classes. I’m going into a retreat and I’m doing teacher trainings, whatever that is. That doesn’t make any sense to me. We’ll then look at it in the terms of like, okay, if you are just trying to get people into your doors as a yoga studio, like how do you create a S, what is the story that people who you want to come into could listen to that would connect to them and relate to their own story.
11:52 So would compel them to say, Whoa, what they’re doing. That’s a whole nother level. I’m willing to pay a premium to go there versus a discount to go there because I already know that what they’re doing connects with me and it’s going to solve this. The problem that I have and the way you do that is through social proof testimonials, right? Adding people like asking your people who are coming in, like what were you dealing with beforehand? And like tell me now, like what, what was it that like really triggered the transformation for you and how does it feel now to be on the other side? And like you just get these testimonials so that you can tell stories wrapped around the core product that articulate the path that someone has already gone through because you’re attracting these people who are having that similar problem and they see someone who has gone before them and has experienced the result that they’re looking for.
12:42 It increases the value simply by telling a better story around it. That’s one. Number two is this one has been like so good. It’s so good, but it takes a little time for you to like sit down and think about it and like interview people if that’s where you’re going to go get some like get some market data and that is, so I kind of talked about it. When someone comes in to buy anything, right? They are buying it to solve a problem. What happens when someone solves that first problem so they say, yes, I’m in. That was an awesome story. I feel connected. I’m coming in and I’m going to, I bought the introductory special that you have. There’s another problem that just came up. If it’s yoga now what we’ll do, I I need water. Maybe Ann or I need, I don’t have a map but I need a mat.
13:28 Like I don’t know what clothes to wear. I don’t know. It’s like do I need, is there any like dietary things I need to know about? Do I need to like eat something specific? So solving a problem creates other problems, which is awesome for us because then we get to think about it and be like, all right, if someone comes into practice yoga, what’s the next problem for them? Now, you may not think of it, it’s not a problem, but it is. It’s an issue that they now have to figure out how am I going to like practice? Now it’s hot yoga. If that’s what you teach, like, do I need a towel? Do I need to bring my own towel? Oh no, no, don’t worry about it. So what you do to add value, crazy value, this is like so, so good is whatever the core product is, come up with what the followup problems are going to be and start stacking the solutions to those problems in the offer.
14:15 So you’re like, Oh, guess what? You get this introductory special and it’s whatever the price is for. However the duration is right, it’s $99 for a month, or it’s like $100 for two weeks, whatever it is. But guess what? You also get unlimited mat rentals or you know what? We’re going actually going to give you a mat at like the value of it is $30 but we’re going to give it to you for free, no extra charge. And Oh by the way, during that period of time, you’re also going to get towel service and you’re going to get a shower town. You’re going to get a a mat towel. So don’t worry about that at all. And Oh, and by the way, you also get this water bottle because you know you need to be hydrated and it’s gonna like has value. So now, guess what?
14:53 Yeah, I know you’re thinking when you come in, you’re gonna have this problem, this problem, this problem. I’ve already thought about it for you. Don’t worry, you’re going to come in and do the two week unlimited, but then you’re going to get the mat Reynolds, you’re going to get the water bottle, you’re going to get all these other things, and all of a sudden you’re just like, the person looks at that. You, then you can charge more for that same core product, adding these followup problem products and all of a sudden you’ve created an offer that people will pay a premium for. Now, third one, I don’t want this to be too long, we’re training, but this is so good. Third product or third strategy is you have the core product, but you add a guarantee. There’s a psychology, a human psychology that people go through when they’re purchasing something.
15:31 The first thing is like they look at it like, man, is this gonna work? Like does that thing work? Like generally like this does yoga work and all of a sudden you have like a solution. Excuse me, a, a social proof of someone saying, yeah, it worked. And then they’re like, well, okay, it worked for that person, but can I do yoga? Is that, is it possible for me? And then that same social proof like, Oh yeah, that person did it. Oh, and they, they weren’t like the quintessential Yogi, right? They didn’t look like flexi bendy, Gumby person. They look kind of like me and Oh then that person did then okay. I think I can do it. And then it’s like, well, like it’s a lot of money and like I don’t know if I can afford it. I don’t know if I can get support from my like significant others.
16:08 I don’t know if I had enough time and if they jump through once they get to that third hurdle, like this is how people process every sale they make is like, Oh, does it work? Does it work? Can I do it? And then like how are people gonna like perceive me and do I have enough money and time to do it? Like once they get through that, the last thing is like, man, I’m going to give this person money, but what if something happens? What if I don’t like it? What if it, I don’t get the results? So all of that, there’s still this like lingering little objection. What a guarantee does. It says, you know what, don’t worry about it if you’re for whatever and you can structure the things however you like. So don’t like take exactly what I’m about to say and say it.
16:43 That’s the guarantee that I learned from this training and I’m going to do it. You have to get make it right for you and get very specific and like get very detailed about what the guarantee actually means. But essentially it’s reversing the risk that they feel of being taken or losing some like the money and not getting what they actually paid for. And so a guarantee, what it does is right at the end you’ve gotten this awesome sales message and like, yes I feel it. I know this is like this is what I need. And you have all these stacks like man, they thought of everything. That is a crazy irresistible offer. I’m so ready. But there’s like, ah, I just don’t know. The guarantee is what pushes them over the edge on the like cause they’re on the fence, pushes them on the other side of the fence and says, okay listen, don’t worry about it.
17:23 And for whatever reason, by the end of this introductory special, if you feel that you didn’t get what you’re looking for and it may, you may need to go more specific than that. If you don’t feel younger, if you don’t feel more flexible, if you don’t feel like you’ve gotten whatever the promise was, then we will give you your money back. You can even double down and say, not only we’ll give you money back, but we’ll give you 10% extra. There’s a great case study of this. There’s a man named Tim and he was selling, it was a supplements and those was a specifically, I couldn’t even call brain ignite or something like that. Brain Quicken and he was selling. He was doing, he had like pretty good success and all of a sudden he did a a, it’s called a loose win guarantee where he said, I forget the exact numbers.
18:07 He said, listen, if you take this and after seven or 60 days, you don’t feel a difference, I will not only give your money back, but I’ll give you 50% more so I’m actually gonna give you money to try it. Everyone’s fear when they hear that, it’s like, man, people are just going to take me. I’m going to lose money. My business is going to go out. And the real reality of it is, especially if like you’re delivering really well and the product that you’re selling, like yoga, if you’re doing it really well and you’re getting people the result, what this does is just gets people who are like a little like, ah, I don’t know. It gets them to say yes and then if you’re delivering what you promised really well, what you’ve just done is given them the opportunity to actually solve the problem they have and very few.
18:51 And like there’s been case studies upon case studies, upon case studies where there is yes, there’s some people that just try to like police the system and then they’re just gonna try to like do it just to get it. And then they’re going to like, I didn’t feel anything. I want my money back. But then they’re not your person anyway. Right. They’re not your, they’re not going to be a part of your tribe anyway. And so adding a guarantee to your offers is so important because it pushes people over the fence to say yes, especially in like this is something if you have, there’s fear around it because there was a lot for us in the beginning like just remember what you’re doing, why you’re doing it, and how you’ve delivered. Like for us, we’ve been open for 15 years. We’ve got testimonials upon testimonials about how what we do in the room and the yoga that we teach is just utterly transformed people’s lives.
19:34 So I can say, listen, I know wholeheartedly this is the right thing for you and this is going to be the best thing for your life. Comes back. I’m so confident in it that I guarantee the success of it and all of a sudden you’ve now created where most people are just like, Hey, I have this intro special that’s like $5 for two months. Like, okay, that’s one way of doing it, but then people don’t value it and they don’t come in. Or you can say, you know what? I’ve got this awesome message for you because I know what you’ve gone through and I actually was there too. And if it’s your own story, it’s even better. But if it’s someone else’s story, man, and check out what so-and-so went through and if you’re feeling this and like you just go through this process, the system that we created, this is how they experienced it.
20:12 And so, the same potential for you. And then you add all these followup problem products to that core offer and you say, you know what, and I’m so confident in it that I’m going to give you this guarantee. It will totally transform. For us, like 20% is hundreds of thousands of dollars for us that we have increased, just using these simple strategies with the offers that we’re creating, and the people that we’re helping. And this is the other thing, like, so it’s… this is very money-oriented. Right? It’s very like structure and package. It’s very tactical. But, remember, people are hurting, they have a problem, they need yoga. Right? And what we know is that, when people pay more for something, they pay more attention, they’re more vested, they will like, jump over hurdles more, they will go through the difficulty, the struggle, the strain of getting to class, because they’ve invested their money on the front end, and now they want the transformation that they’ve invested. They are more invested. In fact, doing this, you will give them more results, and they will stick with you longer. It is an utter transformation for us, and what we’ve experienced within the yoga studio. So that’s it. Three simple strategies to add massive value to your offers. Sales message, it’s the followup problem products, and it’s the guarantee. Add those to your offers and I guarantee that you will see a huge difference in your sales, and the people that you’re attracting, and if you’re doing this as a yoga studio, in your memberships.
21:39 Yes. thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks
In this episode, we are going to discuss the difference between a product/service and an offer.
Every yoga entrepreneur should focus most on offering their students a valuable service that solves a very specific problem that they want solved. If you are not creating an offer that solves your student’s problems, then you just have a service that probably 5 other yoga studios in your area have. This means the only way to “win” is to race to the bottom on pricing. Crafting an offer allows you to increase the value to the potential student.
Tune in so you can learn exactly how an offer can not only help you make more money in your yoga business, but also enable you to make a bigger impact on your students’ lives.
Key Points Discussed:
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This episode was released October 2, 2019
Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors
00:00 You can come in and you can take introductory week for $20. So what does that mean? And just get to come to… Unlimited. You can come as many classes as you like, and that’s it. For one whole week. I need a mat. What do I do about getting them? You don’t have a mat. We have mats for rent here. You can rent a mat. A water? There’s a water fountain. Make sure you bring a bottle. All of a sudden you’re like, “Wait. So, if you see what happens is that, when you think about those problems, here’s a real simple way of doing it.” Fall in love with your student’s problems, and figure out however you can to help solve those problems.
00:29 What’s up everyone? You are listening to Yoga Entrepreneur Secrets. I am Chris Yax, and I’m John Yax. We are part of a small group of yoga entrepreneurs who are committed to making a living, doing what we love, without feeling guilty about making money, or ashamed of being successful, because we know the real value of yoga and how the world needs it now more than ever. This podcast is here to teach the strategies and tactics so we can thrive financially as yoga entrepreneurs. We are the Yax brothers and welcome to Yoga Entrepreneur Secrets. .
01:00 Alright. So, what is that the difference between a product/service, depending on what you’re doing, and an offer. So, when we started, when we first started, we had no idea what the difference between a product… call it service, cause that’s what we’re offering. Well, it’s the service industry, but it’s the same. Call it service/product, and an offer. And, we kind of stumbled on this when we… way back in the day, and by the grace of God, because it really… it made a huge difference. But then, as of recently, in our studies, and coaches, and trying to go next level with what we know and understand, we’ve realized that there’s a real difference between service and an offer, and what we need to do to really get the most out of what we’re doing. Right? What does that… what does that even mean? Get the most out of what we’re like, what we’re doing.
01:52 I would say that differently. I would say, “Get the most out for us, extract the most amount of money”, right? And for the student, “To extract the most amount of value and transformation for them.” Cause, we talked about it last couple times, and maybe we did. Did we? I don’t know. I’ll… I’ll pretend like we didn’t. Like, what we talked about, or what we will talk about in the future, is that when someone pays, they pay more attention. And so, what we’re saying is, an offer gives you the opportunity to increase the value of what you’re providing, whatever service that… whatever service or product that is. And thereby, because the value increases, you can charge more, and make more money. Now, when someone pays more money, it sounds like very like capitalists, and you’re trying to like, steal as much money as possible. No, no, no, no, no.
02:46 We’re talking about offering a valuable service that is valuable to the person and is solving a very specific problem that they want solved. And it’s yoga people, we’re talking about like, maybe the most life-transforming experience that you can ever do. So like, I place that value way high, and I don’t have qualms about charging what we’re worth. No. And, I may add to that. Yes please. The majority of yoga studios, whatever your service, or your… the majority of people don’t actually create offers. They say, “Here’s my product, here’s my service, and this is what I charge for it.” And then the person down the street that offers the same product or service says, “Oh Chris over there is charging this much. I’ll charge $10 less.” And then the person down the street says, “Oh, John’s charging this much. I’ll charge $10 less.” And then it becomes a race to the bottom.
03:33 There’s a saying that you cannot be the second cheapest Walmart. Yeah, it’s actually by Dan Kennedy. He’s like, there is no, if you can not be the cheapest, there is no strategic value in being the second cheapest. So why not be the most expensive now you can’t just like throw your prices way up there and expect people to start paying it. They have to see the value in it. And this is the difference between a service. Just a regular service and an offer. So the story is when we first started, we just provided a service and we didn’t charge anyone for it. They’d come in, here’s a free class. Everyone gets their first class free. Now this was back in 2005 right? This is pre Facebook. This is pre social media, right? Google’s just getting a kick in. There are no cell phones. There are no mobile phones, right? There’s no, there are only car phones like straight up attached to the dashboard.
04:23 Car phones. I had one. It was phenomenal. You imagine a life like that right now, like you couldn’t just pick up your phone and find out any information on the planet. Right? Great. Make a phone call whenever you want to be in. Anyway, so we stumbled upon this. So the reason I said that, let me just finish that real quick, is that we, at that time, yoga was at such an infancy stage that it was probably the right call just to expose people to this and be like, Hey, listen, there’s no, no commitment. Just come and take your class and just see, see how you like it. Right now. It’s a totally different landscape. The whole landscape of our industry has changed and to continue offering free classes is a disservice, not just to you, but to the student. Because going back to what I was saying before, it becomes a commodity.
05:07 If everybody’s offering it and everyone’s cutting their prices racing to the bottom, then the only people that can survive are the ones that will, the ones that have the most capital, right? The ones that had the most savings that can survive that battle right to the bottom. Unless you create an offer. This is what differentiates you from all the other people that are trying to just price cut to the very bottom. We stumbled upon this kind of organically, way, way back in the day and didn’t really know what we were doing, but created an actual offer. Yeah. We had a really good friend, Johnny Gillespie. He actually has a couple studios up in Philly, Tristate Tristate area, and we ended up doing a workshop up there with them and he talked to us about what he was doing and he had this brand new beginners course and that’s what he called it.
05:53 And he was like, guys, you should totally do it. It’s awesome. And so we it. But what he gave us was this course of like the idea of, Oh, you just, you’re going to bring people in and this is the course they’re going to take. So they’re not just coming into regular classes, but what we decided to do without knowing it, which is funny because then we actually got away from it and now we’re learning about how to actually create offers and we’re like, Oh, that was it. We were already doing it way back in the day. And so what we decided to do was not just say, here’s your course that is over four weeks, two times a week, eight sessions. But we created a pamphlet. Basically now it’d be a PDF file that you would give digitally that we actually had a folder and we had like our logo, a sticker that we put on the front of it and we wrote out, we actually took pictures and put the pictures of each pose in orders for the sequence or they had the sequence that they could look at and reference.
06:46 We had a nutrition part that we talked about water and we talked about like what to eat before you come in and how to do it and good foods to eat bad foods, [inaudible] foods to avoid overall. And then with your practice, we have a nutrition piece to it, a water piece to it, how much water you should drink, the kind of water, purified water meditation, dove deep into meditation. So we gave them meditation experience and kind of an intro to meditation, so it was packed with such good material. Chris talked about this before is when you come in, when your students, the people that want to, Oh, let me say it this way. When you solve your students’ problems, your client’s problems, more problems arise. And this is one of the cool keys of creating offers is that, and we’re actually gonna talk about this in the very next episode, like super deep dive.
07:31 So John’s going to give you a little precursor to get you excited so that you listen to the next episode. You got to do it. But this is what happens is, so we fixed one of their problems and another problem happens. So they come in, they want to do hot yoga for the first time. Oh, we have this, uh, this course called Brandon beginners course. It’ll teach you everything you need to know. Okay? So when they get into that and then like, well, I need a mat. Oh, don’t worry about it. We got a mat. It’s included in the course. Well isn’t water. Let’s see what’s going to be hot. I’ll be sweating. I need to drink lots of water. You guys have this whole thing about water. I guess I need a water bottle. Yeah, we’ve got that for you. It’s included in the course.
08:03 So as I’m doing this, obviously I’m going to practice at different times a day and then I want to eat a shirt or am I supposed to not eat or what kind of food should I eat? Oh, don’t worry about it. We’re going to talk about that. Cause we’ve created this awesome pamphlet that actually tells you exactly what to eat, what not to eat before and after class. And so yoga, I’ve, we do yoga and there’s yoga poses, but I also heard yoga is not just about poses meditation and meditation seems a little bit like esoteric and like really hard. So what about meditation? Yeah. And the very first session we’re going to talk about it. It’s very simple in the practice, but it’s challenging. So we’re going to dive into the mechanics of it and give you a really clear cut idea about what to do and how to do it.
08:40 So here’s one of the coolest things is that we had 80% of people that went through that brain and beginners course sign up for a package. They didn’t blink an eye on it. And I think we charged almost $200 for this brand new beginners course. Yep. Which actually was really good for it, but we actually probably could have charged more for it because of the benefit of what people were getting, the value that people were getting out of it. But we had 80 plus percent of those people sign up for a package after they did it. In fact, there are some of those people who are still with us today. When we started this back in 2006 still practicing with us. Some of those students are now teachers with us and have been teaching with us for over 10 years. It’s phenomenal. So like the quality of the course was such that it attracted people and held them in, got them so indoctrinated into what we do and how we do it and gave him so much good information that they were like, man, why would I go anywhere else?
09:28 Why would I do that? So now here’s the difference. What we just described in our, what was the brand new beginners course wasn’t offer because we didn’t just say, you get this course. We also said here all the other things that you’re going to get with it. And we started stacking one after the other, after the other, after the other, after the other. And we said, guess what? It’s gotten. Not just that, but you also get unlimited yoga during the time. So you get to jump into classes and actually practice what you’re learning. Yeah. And so what happened was we are able to increase what we were charging because we didn’t charge for the service itself. We charged for the offer that solved all of these problems for those people. Right? For our students. Now you can look at that and then look at [inaudible]. Oh, you can come in and you can take a introductory like week for $20 so what does that mean?
10:16 And just get to come to unlimited. You can come as many classes as you like and that’s it for one week. For one whole week. Okay. And then what happens? Like, so I need a mat. What do I do about getting them like doing, don’t you, I need a mat with yoga. You don’t have a mat? No. Okay. Well we have mats for rent here. You can rent a mat. Okay. What I water like so much. There’s a water fountain. Make sure you bring a bottle, right? You know, all of a sudden you’re like, wait. So you see what happens is that when you think about those problems, you’re just like there. Here’s the thing, here’s a real simple way of doing it. Like fall in love with your students problems and figure out however you can to help solve those problems. And so you don’t need like all the lists that we just said about what we offered in the render beginner’s course.
11:00 You just start falling in love with your students problems and then start figuring out ways and solutions of helping them solve those problems. And what happens is you then package that together and then it creates crazy value for them because you’re solving all these problems that some they knew, they had, some they didn’t know they had until they decided I want to do yoga. And you’re like, don’t worry, I got that, I got that. No worries, don’t got that, and then I’ll look at that. Someone over there is like, I got a 30 for 30 30 days for $30 that’s it. And you’re like, Oh well I’ve got this course that you’re going to learn every single pose. We’re going to break them all down. I’m going to give you this pamphlet. Or maybe it’s PDF now because we were like in 2019 not 2005 and it’s not going to kill a tree.
11:36 And like mats are included, towels are included. And by the way, you understand water bottle and you understand nutrition, you understand like all of a sudden I can charge over a hundred dollars for this offer. They can only charge $30 for 30 days. Right? You can just look at it and be like, there’s not, it’s not equal all. Here’s what I’m going to use. That exact same example that Chris gave. If I went to Joe Schmo studio and it was, he was doing 30 for 30 and I got to the end of that 30 days and then he came to me like, Hey John, you got to the end of 30 days. How’d you like us? Like, yeah, it was, it was great. Okay, I want to join. What does it cost? So $150 per month. I just paid $30 for a month. Yeah, that’s $150 per month to be a part of the member.
12:16 It’s a part to be a membership here to for a membership here. Okay, well let me think about it. As opposed to, I went to Chris’s studio and he charged me $300 for this course. That taught me all the poses that got me into eating the right foods and I had a water bottle and a mat included in telling me about meditation and it allayed all my fears, all my concern, indoctrination into this actual into the style in which I teach and I get to the end of that one, which was also 30 days hypothetically and I’m like, Chris, that was so good. I want a membership here. How much is it? That’s a $130 a month or even 150 it’s, let’s say it’s $150 Oh, I just paid $300 four a month. I’m only paying $150 for a month for unlimited practice I’m in. I see the psychology, right?
13:06 I got such value on the forefront and I paid a higher price, which means I paid attention. Right? I got crazy value out of it. When I go back to actually be a member there, it seems like a great deal, right? I paint half the price I just did for unlimited practice. It works every time guys. It’s a psychology, right? And it’s psychology-based off the value that we can give our students fall in love with your students, fall in love with your students’ problems, give them such value in the upfront and the loving the one say with you. Yeah. So it’s a very simple concept, right? What’s the difference in a service or a product and an offer and then you’re just stacking as much as you can in that offer to increase the value so you can charge more and solve more of their problems, which means they’re going to fall in love with it more and they’re going to be like totally like dialed in to what you do and how you do it and it’s a win, win, win for everybody. Yeah. Alright, so that’s it for that. Thank you so much for joining us. Tune in to the next one cause we’re going to dive deep into offer creation and exactly how do you increase the value. Not just like stacking a bunch of stuff, but there are specific ways and that’s what we’re going to dive into next time to be a good one. All right, we’ll see you peace.
14:15 Yes. thanks so much for listening to Yoga Entrepreneur Secrets. Do you have a question that you’d like us to answer raw and uncut on the podcast? If you want your questions answered, all you need to do is head over to Apple Podcasts, and do three simple things. One; rate and review telling us what you think of the podcast. Two; in that review, ask anything you want related to yoga, and three; if you want to shout out, leave your Instagram handle or name and that’s it. Then listen in to hear your question answered Live, raw and uncut. Join us next time on Yoga Entrepreneur Secrets Podcast. Thanks