Page 1

Sample the Secrets of

Entrepreneurial

Success

FREE SAMPLE CHAPTERS INSIDE!

Volume

3


Whether you want to boost your business or build your profile, our experts can show you how. We’ve gathered together excerpts from six of our leading business books to help you to be more successful and get ahead in your career, and more!

University dropout, Jack Delosa, goes against the traditional business management thinking and tells you what you won’t learn about entrepreneurship in any MBA program, by disregarding the old rules and being professionally unprofessional.

Start Start reading reading ... ... Ben Angel, as Australia’s leading personal branding and marketing authority, brings you this step-by-step lifestyle design blueprint to become an entrepreneurial agent of influence and learn how anyone can turn their knowledge and expertise into products and profits.

Start reading ... Serena Star-Leonard shares the steps that will get you the life you’ve always wanted, turning your dreams into reality

Start reading ... Entrepreneur and communications expert Trevor Young steps you through how to transform your expertise into a sustainable business, from developing your platform and building your personal brand to nurturing a community of raving fans that launches and grows your business.

Start reading ... Want to develop a low-maintenance income, get out of the rat race, build the life you want, and retire in 12 months? Serena Star-Leonard will show you how.

Start reading ... Best-selling author and speaker, Pat Mesiti, shows you the 12 steps to financial recovery and the best way to find your prosperity path and rapidly increase your income in fewer working hours.

Start reading ...


Please feel free to post this

Entrepreneurial Success sampler on your blog or website, or email it to anyone you think would enjoy it! Thank you.

Excerpt from UnProfessional by Jack Delosa, published by John Wiley & Sons Australia 2014 © The Entourage 2014 Excerpt from Flee 9 to 5, Get 6-7 Figures and Do What You Love by Ben Angel, published by John Wiley & Sons Australia 2014 © Dare 2 Be Central Pty Ltd 2014 Excerpt from How to Succeed in 12 Months by Serena Star-Leonard, published by John Wiley & Sons Australia 2014 © Serena Star-Leonard 2014 Excerpt from microDomination by Trevor Young, published by John Wiley & Sons Australia 2013 © Trevor Young 2013 Excerpt from How to Retire in 12 Months by Serena Star-Leonard, published by John Wiley & Sons Australia 2011 © Serena Star-Leonard 2011 Excerpt from Pathway to Prosperity by Pat Mesiti, published by John Wiley & Sons Australia 2013 © Pat Mesiti 2013 All rights reserved. Except as permitted under the Australian Copyright Act 1968 (for example, a fair dealing for the purposes of study, research, criticism or review), no part of this publication may be reproduced, stored in a retrieval system, communicated or transmitted in any form or by any means without prior written permission.


contents About the author xiii Acknowledgementsxv Forewordxvii Introductionxxi 1 Vision 2 Start before you’re ready 3 Build an attraction model 4 Get over your fear of sales 5 Become number one online 6 Manage and lead 7 Know your numbers 8 Play the bigger game 9 It’s your revolution

1 9 27 59 83 103 123 139 167

Index171 xi

ftoc xi

December 3, 2013 7:16 AM


introduction When someone described Virgin as an ‘unprofessional professional organisation’, Richard Branson said it was just about the best backhanded compliment anyone in business could receive. To be unprofessional is not to be disrespectful. It is not to be reckless or lazy. It is not to be unpunctual, badly presented or poorly spoken. To be unprofessional is to be real. It is to create a vision that is not borrowed from the past. It is to develop products that genuinely wow your audience. It is to think of marketing strategies that the management consultants don’t have diagrams or buzzwords for yet. It is to think original thoughts and speak of proactive ideas that haven’t been documented in the academic playbooks. It is to question authority, particularly when it is inconvenient to do so. It is standing in front of tradition when the tradition no longer works, but a new way of doing things just might. xxi

flast xxi

December 3, 2013 7:16 AM


UnProfessional

While the professionals are constantly striving to prove their superior intelligence, unprofessionals strive to be the dumbest person in the room at all times, understanding that to surround yourself with people who are smarter than you is a wise decision. While the professionals are planning, unprofessionals are executing in the real world and gaining firsthand consumer insight. While the professionals are trying to position themselves as indispensable, unprofessionals realise that it is smarter to have a business that runs without them, and work only because they want to, not because they have to. While the professionals encourage others to follow their lead, unprofessionals are busy creating more leaders to amplify their message. While the professionals are trying to outspend each other with oversized advertising budgets, unprofessionals prefer to have the media build their brand for them in a way that cuts through the advertising clutter. While the professionals are competing, unprofessionals are forming partnerships that see their brand travel further. Unfortunately, large corporations, governments and universities have not been able to keep pace with the rapid changes in business over the last 20 years. Gripping their outdated rulebook as if their existence depended on it, these institutions cannot move quickly enough to keep up, let alone stay ahead. This book is your permission slip to throw out the rulebook, forget the old paradigms and build your business to a position of market leadership using strategies that still haven’t found their way onto the notepads of the management consultants.

xxii

flast xxii

December 3, 2013 7:16 AM


flast窶ベxiii

December 3, 2013 7:16 AM


UnProfessional

the dream has changed Our generation no longer dreams of a career path consisting of attaining good grades, going to university, starting in a junior position and working our way up to retirement on our superannuation at the age of 65. No longer do we want to follow the antiquated tram tracks of saving up just enough money to put a deposit on a house to become the proud owner of a mortgage that we will spend the next 30 years paying off. The dream has changed. Globally, a rising tide of people realise that there is a smarter and far more enjoyable way of building a meaningful life than following the traditional path that has failed so many before us. Entrepreneurship is growing worldwide. People are realising that in this day and age anybody with a good idea and a lot of drive can take control of their career and commence working on their own project. With minimal investment and some clever tactics to learn lessons quickly and inexpensively, creating a profitable business that provides the lifestyle, income and meaning we all strive for is no longer out of reach. Whether you are an existing business owner or are thinking about starting your own business one day, in this book I will give you step-by-step information on how you can start, build and successfully manage a multimillion-dollar company without needing to give up your life to do so. Building a business is a skill, and skills can be learnt. Whether you’re searching for that idea or whether you’re the owner of a business doing $20 million a year, UnProfessional will enable you to accelerate the growth of your business, make more money and work smarter, so that you can live the life you want. As an entrepreneur you are the architect of your own destiny and, while that may open you up for failure, it also opens you up to a whole new world. xxiv

flast xxiv

December 3, 2013 7:16 AM


flast窶ベxv

December 3, 2013 7:16 AM


UnProfessional

talent is overrated In 2008 Geoff Colvin, a renowned US journalist, released a book called Talent Is Overrated. The book looks at some of the greats of history, such as Mozart, Tiger Woods, Oprah Winfrey, Michael Jordan and Warren Buffett, and asks the question, ‘How much did natural talent play a part in achieving their level of success?’ In drawing on scientific research and real-life case studies, the book acknowledges that the old view was that genius was hereditary and what we could achieve in life was largely determined for us before we got here. Francis Galton, who authored the book Hereditary Genius in 1869, coined the expression ‘nature versus nurture’. Galton argued that people had innate limits in what they could achieve in life and, regardless of the work they put in, they would never break past these predetermined boundaries. It’s best if they just accept that, stay within their boundaries and ‘find true moral repose in an honest conviction that he is engaged in as much good work as his nature rendered him capable of performing’. In other words, give up and be content. This explains a lot of the thought patterns in our culture that surround great performers and the notion that they operate at an unattainable standard. An idea that you either have it or you don’t. Over a hundred years passed and the research continued. Hundreds of studies have considered the same subject, such as the employees whose performance had plateaued for years, seemingly hitting their ‘rigidly determinate natural limits’, only to a see a consistent improvement in performance after new incentives were offered. Or the child who grew into a teenager, never showing any real promise until finding something they were truly engaged with.

xxvi

flast xxvi

December 3, 2013 7:16 AM


Introduction

In his now famous paper, ‘The role of deliberate practice in the acquisition of expert performance’, Swedish psychologist and the world’s leading researcher on what builds expertise, Anders Ericsson, said that ‘the search for stable heritable characteristics that could predict or at least account for superior performance . . . has been surprisingly unsuccessful’. Meaning that, after countless case studies, researchers found no relationship between natural talent and great performance. However, at the time this paper was written in 1993, ‘natural talent’ was still the favoured theory to explain high achievers. Ericsson indicated that ‘the conviction in the importance of talent appears to be based on the insufficiency of alternative hypotheses’. Meaning people believe in ‘talent’ because they don’t have any alternative explanation of high achievement. Until now. The new research outlined by psychologists such as Ericsson indicates that the number one determinant of an individual’s success comes down to how many hours they spend on ‘deliberate practice’, which in our language means hard work combined with ongoing learning. Mozart’s father was a professional composer who, when Mozart was born, stopped composing music to dedicate his time to training Mozart on how to compose music. The myth that formed from generation to generation was that Mozart was a born genius, composing symphonies in his teenage years. While Mozart was playing and composing music in his teenage years, they were not his original works; he was simply borrowing music from composers and musicians he respected, and playing their music. He was always open and transparent about this, but as the tale travelled from generation to generation, the story changed to a more glorified one. Tiger Woods was also born to a professional golfer who also studied the most effective strategies for training young golfers. Before Tiger could walk, his father would take him to the xxvii

flast xxvii

December 3, 2013 7:16 AM


UnProfessional

garage, sit him in his high chair and start to hit golf balls into a net in the garage. ‘It was as if he was watching a movie,’ Tiger’s father has said. Both Tiger and his father have written books and not once have they attributed Tiger’s success to natural talent; rather, the very deliberate practices he engages in every single day to transcend the ups and downs of golf. The greats in any field, be it sport, science or business, are definitely on another level; the new science simply suggests that they were not born there. Business, like anything else, is a skill, and how good you become at starting, building and managing great companies will come down to how hard you work and how much time and energy you spend in ongoing learning. A business will never outgrow its founder. Your rate of learning as an entrepreneur will determine how far your brand will reach. As Tiger Woods says about golf, ‘It is the game for a lifetime.’  @jackdelosa A business will never outgrow its founder. #unprofessional

the entrepreneur’s ladder As in any field, in business there is a progression that great entrepreneurs go through in order to reach the top of their field. It takes a unique person to start a business, and an even more special person to be able to grow that business into a multimillion-dollar company. The reason the creation of multimillion-dollar businesses is so rare is that, at every different stage, the game changes slightly and so the way an entrepreneur manages and leads the organisation needs to change too. xxviii

flast xxviii

December 3, 2013 7:16 AM


flast窶ベxix

December 3, 2013 7:16 AM


UnProfessional

One of the biggest barriers to growth I see in business is that, as a business comes out of the start-up stage and starts to become a more established company, the founders still think and act in the same way they did through the startup phase. This will place a permanent glass ceiling on the size and reach of the business, until the founders recognise that they are in fact overseeing a different organisation that requires very different leadership. Let’s look at the different stages of businesses (see table 1), the challenges you’ll face each step of the way, what you can do to get to the next level and who you need to be at each different stage.

xxx

flast xxx

December 3, 2013 7:16 AM


flast xxxi

Stage of business

Sell

Strategy

Scale

Revenue

$10m+

$5m–$10m

$1m–$5m

Description

In the scale stage you have created a viable business model; now it is time to scale it. This is about identifying the best path for growth and what options are available to you for expansion. This should also be where you continue to dilute your operational involvement in the business.

In the strategy stage you have a larger business and it is time to start thinking about maximising the value of the business. This will involve putting an experienced management team in place and removing yourself from the business.

This is where you may look to continue sitting on the board; you may look at options to exit the business; or you might consider taking the company public. This stage is about maximising value and the time to start thinking about how and when you will extract some value.

Table 1: the entrepreneur’s ladder

Business person

Chess master

Investor

You

Critical success factor

If start-up is 95 per cent act and 5 per cent think, in scale stage the game changes and you should be diluting yourself out of the operations of the business. You want to get to a point where you have a great team within the business and your role becomes 5 per cent act and 95 per cent think.

In the strategy stage you have a larger base; no longer can you turn on a dime; no longer do you know every staff member by their first name. It is a larger organisation and therefore requires thorough planning, financial management and vision for the future.

(continued)

Commercial intelligence

Foresight

As an investor you need to think about Value how you can maximise the value of what you have built. This might be through expanding into different markets, acquiring other businesses, taking the company public or exiting the business. This is about how you achieve the highest financial return for your investment.

Your approach

Introduction

xxxi

December 3, 2013 7:16 AM


flast xxxii

Seed

Student

$0–$100k

Start-up

$100k–$1m

$100k–$100k

Stage of business

Revenue

Table 1: (cont’d) You

You don’t have a business yet, but rather you are studying the game of business in a broad sense.

In the seed stage you have identified what industry you want to go into and developed a business idea; now it is time to test the idea by launching in the leanest possible way, and to learn lessons as quickly and inexpensively as possible. Learner

Explorer

During the start-up phase you are a Street-fighter temporary organism designed to find a viable business model. This is where you need to have your product to market fit, your message to market fit and build a profitable model.

Description

Critical success factor

You need to learn as much as you can about business through researching, reading books, speaking with people and attending educational events. Here you want to find a marriage between what you love and a strong business opportunity.

Rate of learning

This is the stage where you want to test Resourcefulness your product or service quickly, spending as little money as possible. Don’t build your perfect website yet or enter into a lease for shop or office space; simply put your product or service out into the marketplace to see if people want to buy it.

We know people want to buy it — we Resilience now need to put a business around the product. This will involve working out the best marketing, sales, delivery, customer service and accounting principles to put in place to build a business. This will involve much trial and error and you have to be happy to fail forward. In the startup phase you are a hustler; here it is 95 per cent act, 5 per cent think.

Your approach

UnProfessional

xxxii

December 3, 2013 7:16 AM


Chapter 1

vision When Steve Jobs was forced out of Apple in 1985, he founded a company called NeXT, ensuring that he and all his team wore hoodies with just two words printed on them: ‘We’re NeXT!’ In a 1985 interview, an interviewer points out that Jobs does not have a corporate background; he is not an engineer; he is not a manufacturer; he is not a distributor; nor is he a retailer. The interviewer asks that if Steve is none of these things, then what does he personally do? He responds: There needs to be someone who is the keeper and the reiterater of the vision. Because there’s just a ton of work to do and when you have to walk a thousand miles and you take the first step it looks like a long way and it really helps if there’s someone there saying ‘we’re one step closer, the goal definitely exists, it’s not just a mirage out there.’ So in a thousand and one little, and sometimes larger ways, the vision needs to be reiterated. I do that a lot.

As entrepreneurs we spend our lives tinkering with a universe that doesn’t yet exist. We are creating a world, a business, a model, a product, a team that today doesn’t exist, but tomorrow will hopefully be great. Too often it’s too easy to dismiss any sight into the future as ‘guessing’ or ‘dreaming’, yet as an entrepreneur this is your job, first and foremost. People look to you for 1

c01 1

December 3, 2013 6:46 AM


UnProfessional

direction — your staff, your partners, your customers, your suppliers, the media. When you put your hand up as the leader of a company, your very first job — and it’s a job that never ends — is to create the compelling vision that inspires people to push that vision forward. This means knowing what you want the business to be 10 years from now, and knowing your top three objectives for the coming 12 months, while managing monthly targets to ensure that these objectives are met. In 1996, just over 10 years after establishing the company, Jobs ended up selling NeXT to Apple for $429 million, plus stock, and once again became the CEO of the company he had founded in his parents’ garage.  @jackdelosa The entrepreneur that wins is the entrepreneur that can best create the universe that doesn’t yet exist. #uprofessional

know your why When I was eight years old my parents ran a not-for-profit organisation called Breaking the Cycle. Breaking the Cycle would take long-term unemployed youth off the streets, put them through a three-month training program and then help them find work. Breaking the Cycle was one of the most successful job placement agencies for long-term unemployed youth in Australia, and so a large amount of their funding came from the federal government and Commonwealth Employment Services, an organisation the government had set up to manage unemployment benefits. Although they were a notfor-profit organisation, they turned over millions of dollars each year and changed the lives of thousands of kids, some of whom lived with my family and me. 2

c01 2

December 3, 2013 6:46 AM


c01 3

December 3, 2013 6:46 AM


UnProfessional

Seeing how so many young people were brought up and how the traditional system didn’t cater to or support these kids made me realise at a very young age that there were more important things in the world than what I was supposed to be learning at school. In 1995, when the federal government shut down the Commonwealth Employment Services, Breaking the Cycle was unsuccessful in finding funding elsewhere. The organisation collapsed and the hundreds of kids they saw every year were now without the kind of support they needed to lead purposeful lives. This sent a very loud message to me at a young age: that the world does need people who can change things, although to do this also requires business smarts and a commercial nous that sees these types of social enterprises run in a sustainable and meaningful way. In my father’s words, ‘You can’t just rely on love, trust and pixie dust.’ This is why I do what I do. Business for me has never been about the money or the ‘stuff’. It is about gaining financial integrity, a reputation and a team of great people who can make a lasting difference to the way people live their lives. Having a strong ‘why’ means that, when things get hard, which they often do, I can see past the challenges and keep moving forward. Why are you in business? Why are you so intent on facing and conquering this challenge? Discover this and remind yourself of it every day.

eyes wide shut Too often when creating a compelling vision for our life or our business, we look at what already exists. We create a vision with our eyes wide open, pulling ideas from what

4

c01 4

December 3, 2013 6:46 AM


Vision

has already been created in the hope that we can improve it slightly. This works, and it is safe. A more radical way to form a vision for your life and your business is to do so with your eyes wide shut. Meaning, if you were to draw ideas and inspiration from within, rather than from without, what would you see? In a speech in Dublin, Ireland, in 1963, John F. Kennedy, then president of the United States, said ‘We need people who can dream of things that never were.’ Too often we discount the voice inside our head, believing the opinions of others to be more credible than our own. But entrepreneurship is about giving life and volume to the voice inside your head and following your own path, not one that has been laid out by someone else. When the voice inside your head is louder than the voices outside of your head, you have begun to master your life.

the bigger the vision, the easier it is to execute Counterintuitively, often in business the larger the vision, the easier it is to execute. When you have a compelling vision, grounded in substance and communicated with confidence, people and resources follow. Too often we can be misled into believing that if we aim small we are more likely to achieve our outcome, but in my experience the opposite has proven to be true. When you paint an eyes wide shut vision that truly speaks to the hearts and minds of the people you want to inspire, people will feel that this is a vision worth being a part of. A strong vision not only sticks with people, but also becomes remarkable — meaning people will remark upon it. Provided the vision is credible and the right team is 5

c01 5

December 3, 2013 6:46 AM


UnProfessional

in place to implement it, people will amplify your vision everywhere they go. It is often said that most people are silently begging to be led. Painting an audacious and ambitious vision that exceeds what people are familiar with inspires people to want to be a part of what you’re setting out to do. As an entrepreneur, you need to be comfortable leading other business leaders, executives, investors and the media. To lead the leaders and do this with charisma is what great entrepreneurs do best.

12-month road map Grand visions need to be translated into concise plans. As a small- to medium-sized business, the way we plan and communicate our plans needs to be vastly different to how it’s done in a corporation or how it’s taught at university.  @jackdelosa Grand visions need to translate into concise plans. #unprofessional

In an early-stage or growth-stage business, people need direction, clarity and inspiration quickly. Whether we’re communicating with employees, potential partners, investors or other stakeholders we should always be selling the future — acknowledging where we are today and emphasising where we plan to be in the future. Go to www.unprofessional.com.au/bonuses to download your editable version of the 12-month road map.

6

c01 6

December 3, 2013 6:46 AM


c01 7

December 3, 2013 6:46 AM


UnProfessional

For that reason, your 12-month road map needs to be simple and brief. It needs to fit on one page. It was Sir Richard Branson, founder of the Virgin Group, who said, ‘Any fool can make something complicated. It is hard to make something simple.’ In summarising and communicating our plans we need to fight for brevity and fight for simplicity. Tip A good 12-month road map will include: ➤➤

the three core objectives you will achieve in the 12-month period

➤➤

three quarterly objectives for each quarter of the year.

Your vision will only ever be as strong as your plan and the team you put behind it. It is imperative that, as the leader of your business, you give everyone around you crystal clear clarity about the direction and objectives of the business, both long term with the vision and short term with the road map. Fill in your 12-month road map and make copies of it so it is visible to you and your team at all times. This helps everyone not get distracted with projects that are not core and to stay focused on what truly matters.

8

c01 8

December 3, 2013 6:46 AM


about the author Jack Delosa is an entrepreneur and investor who was recently described by Sunrise as ‘the young Aussie millionaire that didn’t finish uni’. From having one of his companies, MBE Education, listed in the Fastest 50 StartUps in Australia, to acquiring businesses with his panel of investors and raising over $10 million, Jack is a leader for future and existing entrepreneurs. Today Jack’s focus is on educating and developing a new breed of entrepreneur through his two business education institutions, The Entourage and MBE Education, which have a combined membership base of 40 000 business xiii

fabout xiii

December 3, 2013 7:15 AM


UnProfessional

owners. He also contributed to the development of the curriculum at the Branson Centre of Entrepreneurship in South Africa, helping to educate entrepreneurs where they are needed most. Jack has spoken for and been engaged as a thought leader for companies such as AMEX, Microsoft, Virgin and CPA on the topic of business growth and performance. Today he is a spokesperson for entrepreneurship in Australia as a regular blogger for The Sydney Morning Herald, The Age, StartupSmart and Dynamic Business magazine. He has also been featured in BRW, GQ, Career One, Fitness First magazine, on Channel Seven, Channel Nine, Channel Ten News, Sunrise, The Morning Show and Sky Business and was featured on the cover of Central Magazine. In 2013 Jack founded The Entourage Foundation, a notfor-profit organisation that is igniting a generation of enterprising young people to drive Australia forward by delivering business education nationally through high schools. In recognition of his successes, Jack has been listed as one of the top 10 entrepreneurs under 30 in Australia in the Dynamic Business Young Guns and in SmartCompany’s Hot 30Under30, and four times in Australian Anthill’s 30Under30 publication. Jack’s Young Gun blog in The Sydney Morning Herald was named in the Top 25 Business Blogs in Australia by SmartCompany.

xiv

fabout xiv

December 3, 2013 7:15 AM


We hope you have enjoyed this sample from

UNPROFESSIONAL

How a 26-year-old university dropout became a self-made millionaire. by Jack Delosa

The Book

University dropout Jack Delosa made his first million by the time he was 24. Now 26, he’s built several start-ups into thriving companies and become Australia’s most awarded entrepreneur under 30. Jack has done it all by disregarding the old rules and being professionally unprofessional.

Click on the book for more information

ISBN 9780730309239 Published March 2014 RRP AU$24.95 / NZ$28.99 Available in print and e-book formats Buy it now!

To be unprofessional is not to be disrespectful, reckless, lazy, poorly presented or badly spoken. To be unprofessional is to be real, to be true to yourself and to be unconventional in your thinking. It’s to create a vision of tomorrow not borrowed from the past, to challenge the status quo when tradition no longer works (but a new idea just might), and to develop strategies that management consultants don’t yet have diagrams or buzzwords for.


140 × 216  SPINE: 15.8  FLAPS: 0

BUSINESS IS ABOUT CHALLENGING THE STATUS QUO AND DOING THINGS YOUR WAY. IN UNPROFESSIONAL JACK DELOSA GIVES ENTREPRENEURS A STEP-BY-STEP GUIDE FOR EXACTLY HOW TO DO THIS AND SUCCEED ON YOUR TERMS. — CREEL PRICE, SOLD HIS BUSINESS FOR $109 MILLION University dropout Jack Delosa made his first million by the time he was 24. Now 26, he’s built several start-ups into thriving companies and become Australia’s most awarded entrepreneur under 30. Jack has done it all by disregarding the old rules and being professionally unprofessional. To be unprofessional is not to be disrespectful, reckless, lazy, poorly presented or badly spoken. To be unprofessional is to be real, to be true to yourself and to be unconventional in your thinking. It’s to create a vision of tomorrow not borrowed from the past, to challenge the status quo when tradition no longer works (but a new idea just might), and to develop strategies that management consultants don’t yet have diagrams or buzzwords for.

H ow a 2 6 -ye a r - o l d u n i ve r s i t y dropout became a s e l f- m a d e millionaire.

A n d h ow yo u c a n d o the same.

Jack Delosa goes against the grain of traditional business and management thinking and tells you what you won’t learn about entrepreneurship in any MBA program. Packed with priceless insights, practical advice and real-life examples, UnProfessional offers a unique perspective for today’s forward-thinking entrepreneurs.

WITH A FOREWORD BY DORRY KORDAHI BRW YOUNG RICH LIST MEMBER

BUSINESS/ENTREPRENEURSHIP

CONTACT: XOU CREATIVE (XOU.COM.AU) | WIL030 UnProfessional Cover: w140mm x h216mm SPINE: 15.8mm (TBC) FLAPS: N/A TURNAROUND: ? 03/12/13


Contents About the author vii Acknowledgementsix Introductionxi   1 It all starts here

1

  2 Vision

17

  3 Monetisation

35

  4 Research

55

  5 Market it

73

  6 Automation

93

  7 Get social

111

  8 Publicity

131

  9 The critics

149

10 Plan it

167

Appendix189 Index195

v

ftoc v

10 December 2013 12:34 PM


Introduction Have you ever had a burning desire to flee the 9 to 5 and finally do what you love and get what you want? Are you sick of making peanuts by sharing your knowledge with your employer, who makes millions from it and pays you a tenth of what it’s worth, just because you’ve been conditioned to believe that there’s no other way? And did you know that you can get paid six to seven figures a year by sharing your knowledge, expertise and stories with those who can benefit from your experiences (no matter what your subject or industry) and help transform lives and shape the world we live in? It may seem far-fetched, particularly if you believe that no one would pay to listen to your advice … and your friends typically tune out when you chime in. But the reality is there are tens of thousands of individuals all around you doing just that right now. They’re finally getting paid what they’re worth and gaining the respect they deserve. They’re the new breed of celebrity entrepreneur, known as agents of influence. You’ll see them working away on their laptops while sipping on their soy mocha lattes in Starbucks. They’re online providing how-to advice to help other people transform their lives and businesses, travelling the world experiencing different cultures and making money on autopilot, while everyone else around them drowns under an ocean of work, debt and stress.

xi

flast xi

11 December 2013 11:40 AM


Flee 9 to 5, Get 6–7 Figures and Do What You Love

They are agents of influence and agents of change, the entrepreneurial masters of the new information and social media age who are making millions, average people who have become influential experts, authors, speakers, coaches and online entrepreneurs. They don’t feel like they do a day’s work in their lives because they are doing what they love and love what they are doing. They are people just like you and me, but they have taken a simple yet profound step to change their lives by packaging their skills, stories and experiences into marketable products that solve problems that keep others up at night. They’re finding solutions to everything from how to flourish in life, relationships, career and business; to challenges in whatever other subject they are passionate about. They are generating books, articles, blogs, online courses, audios and DVDs that are quick and cheap to create and make them millions. No matter what your skillset, there are people willing to pay you for that knowledge to help shape their lives and businesses, so you can finally profit from what you love doing. Every single day millions of people are searching Google and social media channels for answers to their burning questions — questions they could be paying you to answer. Even if you don’t fully believe it right now, with your knowledge and expertise you hold the key to helping them. Whether or not you consider yourself an expert, you know things that others don’t, and in the new world economy that knowledge is bankable. There is a bigger need than ever before for information that helps others become leaders in their respective fields. They need mentoring, guidance and advice to help them get started or get ahead of the game, and they are looking for individuals like you, who have been there and done that, to help them. 

xii

flast xii

11 December 2013 11:40 AM


Introduction

If you are already an author, speaker, coach or entrepreneur, you will probably get what I’m saying immediately. You need to make your messages more marketable and massively profitable by taking creative and innovative approaches to get your message out to millions cost-effectively. Or you may have picked up this book because you know that you were meant to help others succeed, and you know that you will succeed by doing so. It doesn’t matter what stage of the game you’re at — whether you’re in full play or just getting started. In this life-changing book I’ll share with you practical, step-by-step, advanced strategies to design, finetune and market your knowledge and expertise in ways that are not only profitable but inspirational. These strategies will help you create a life that frees you to flee 9 to 5, make a six- or seven-figure income, do what you love and get what you want. This book is your invitation to join the agents of influence and benefit from the new information and social media economies that are at your fingertips. Join me now, for we’re about to go on an adventure together — beginning in one of the harshest and most vibrant cities in the world …

xiii

flast xiii

11 December 2013 11:40 AM


1  It all starts here ‘If you can make it in New York, baby, you can make it …’ How to turn your knowledge and expertise into profits

c01 1

12 December 2013 9:00 AM


Flee 9 to 5, Get 6–7 Figures and Do What You Love

Your time is limited, so don’t waste it living someone else’s life. — Steve Jobs

It was an assault on all my senses. Jet-lagged and almost delirious after the long flight from Australia, I found myself in Times Square, in the heart of New York City, with 35 kilos of luggage in tow and no idea where I was staying. It had just turned 9 pm on a Saturday night in October 2012, and the crowds were teeming under the bright city lights, as they do night after night. P. Diddy gazed down from a skyscraperhigh billboard, flaunting his latest eau de toilette — that’s French for ‘I don’t give a damn’. I had more immediate things to worry about than smelling great, like getting on the Net and locating my accommodation for the next four weeks in a city I’d never been to before. After 22 hours breathing in the fug of other people’s air (and, dare I say, other vapours), I was disoriented, and the lights were blinding. My business partner at the time had given me the general location of where I was to stay, but the idea was that on my arrival I’d check my email … and voilà, I’d look up and be right there. But my phone wouldn’t connect … and that’s when things quickly unravelled.

Into the vortex Being new to the city, I was convinced I was going to get mugged. Clearly the two painful minutes of Law & Order I once watched were too much. That annoying sound they play at the start of every episode was on repeat in my head. According to IMDb.com, it ‘was created by combining close to

2

c01 2

12 December 2013 9:00 AM


It all starts here

a dozen sounds, including that of a group of monks stamping on a floor’. Keep it down, monks! After dragging my luggage around for a couple of hours, hauling it out of the countless subway grates that lined every street, while I searched for a wifi connection, I finally found a Starbucks. It was packed, with a lineup like you’d find at a Justin Bieber concert. I stood outside and attempted to connect through the glass. What I didn’t know then was that a little over a week later I’d find myself back in front of the very same Starbucks, on the same mission, but by then joined by many other visitors and New Yorkers looking for new accommodation after Hurricane Sandy had come barrelling down on the city. Great! After ten minutes of trying I finally got a signal. I opened my email … to find that my accommodation had been cancelled in transit. Aaghh! Thankfully my (now ex) business partner had booked me in somewhere else, but only for one night. You see, in two days’ time I was booked to pitch to more than 70 of the world’s top TV and radio producers. During my four-week stay I would conduct media interviews, sell truckloads of books and online products, shape the world we live in and then make my way back to Australia with a smile on my face after a massively successful media campaign. Not. You know when things just don’t go to plan?

You try to create a tipping point in your life and career, and however hard you try destiny has a different plan for you at that moment in time. And you get sucked up into this vortex

3

c01 3

12 December 2013 9:00 AM


Flee 9 to 5, Get 6–7 Figures and Do What You Love

that won’t let you go. It could be a job, a relationship, or office cubicle walls that seem to be constantly closing in on you. You get paid peanuts to share your expertise and knowledge and it goes completely unappreciated and unnoticed. In fact, your stapler gets more attention than you do, and it’s probably handled better too. I had been sucked up into a vortex of massive proportions —  and not in a good way! I was working my butt off 24/7 and wasn’t being rewarded for it. Just before leaving for NYC, I’d come off an Australian speaking tour in which I’d spent more than eight hours on stage in all of the major cities over the course of two weeks, entertaining and educating. It’s hard staying perky on stage when you’ve had only a few hours of broken sleep! I was exhausted … and now, within less than 72 hours, I had to find a place to stay, print off all of my media material and prepare for a series of pitches — all with a big smile on my face, while fighting through some serious jetlag — along with keeping my business running and making money back home. I felt like my eyes were going to roll back in my head at any second and I’d slow-motion fall onto my arse, Matrix style, at the most inopportune time. I was at a key point in my life when I had to make some serious decisions.

These included: ■■

Was I going to continue down a path that clearly wasn’t rewarding me financially or emotionally? I was constantly exhausted and was ageing horribly! The cash flow question was always knocking on the back door of my mind, and it was getting louder and louder. 4

c01 4

12 December 2013 9:00 AM


It all starts here

■■

■■

How was I going to dramatically increase my income and decrease my debt, both of which tasks seemed completely impossible within the required time frame? And when was I going to grow a pair and finally do what I wanted to do: make an impact on this world; create the legacy only I could; make more money; travel; have more fun; and hop, skip and jump right off this treadmill without falling on my face? Can you relate?

I’ve known from the age of ten that I was meant for something bigger than I knew was possible at the time. I just didn’t know what. I knew I was meant to impact others’ lives in ways that were emotionally rewarding for me and life changing for them. I wanted to share my stories and experiences with the world to help shape it in my own unique way with my own unique ability. Maybe you’ve had a life-changing experience in business or life that you would love to share with others — an experience, or knowledge and expertise, that could have a profound impact on other people’s lives, by solving a problem they have been struggling with for years, or making it easier for them in some way or another in business, career, love or life. Or maybe you’re a business or life coach, social media expert, personal trainer, health practitioner, psychologist, marketer, publicist, chiropractor, graphic designer, photographer, stylist, designer, copywriter, spiritual healer, project manager, architect, personal assistant, human resources manager, virtual assistant or organiser, website developer … or you’re in sales. Whatever your area of expertise or newfound interest, without a shadow of a doubt you already know in your heart of hearts that being an agent of influence and change, an 5

c01 5

12 December 2013 9:00 AM


Flee 9 to 5, Get 6–7 Figures and Do What You Love

author, speaker, coach, consultant or entrepreneur, is a path to creating meaning within your own and others’ lives. A person who shapes others’ opinions and empowers them to make better decisions in their lives because of the experience and knowledge you bring to the table. I know you have skills, tools, strategies and techniques that could transform lives and inspire change in others on a global scale, and you have your own distinct take on it.

But how can you have this profound impact in the world when now the very idea seems unfathomable? How can you share your own stories, experiences, knowledge and expertise with the world in a way that has real reach and meaning? And how do you find your own confident voice and create a platform from which you can successfully package, market and monetise your message?

Turning your knowledge and expertise into profits: why my story is critical to your success For years I was in the ‘expert’ business. I started out as an accredited life coach and then transitioned to business coaching, engaging with various mentors along the way while adding layer upon layer to my skillset, including personal branding, marketing, social media, publicity, business growth and styling. I learned by putting my money where my mouth was. I didn’t go to university. I entered the school of hard knocks. I set my own curriculum based on the life I wanted to lead and my creative yearning to keep pushing myself further.

6

c01 6

12 December 2013 9:00 AM


It all starts here

But with no real mentors to look up to and to model how I could market and monetise my message and share my stories and techniques in a profitable and automated way, I became incredibly frustrated. I’d spent so much time helping my clients make millions when I could have been doing that myself. I was sick and tired of making other people money at my own expense. I knew I could be doing things a lot smarter with a lot less stress and a much bigger payoff. I could develop the flexibility and freedom to choose when I wanted to work and on what. Does this sound familiar? My clients’ results weren’t run of the mill, and they still aren’t today … One of them became a best-selling author; another pulled in an extra $300 000 in revenue within the first three months; another took their database from 200 new opt-ins per week to more than 2000 per week, worth hundreds of thousands of dollars in added revenue; for another I helped secure international media coverage, from Vogue to CLEO to major newspapers and online blogs all around the world, turning an unknown brand into one the world was suddenly following with bated breath. But there was a problem. Their success was coming at my expense. We’re all great at what we do and most of us work our tails off to get results for others — at what always seems like a cost to our own success. For me, it was a matter of prioritising. My success had to rival or better that of my clients. The mantra ‘Their success is your success’ is only relevant when helping others isn’t sending you broke! And that was what was happening to me. I’d landed in New York City, ready to share my expertise and knowledge and finally make some serious money, when everything fell to pieces … later to be reborn in a new and more profitable way.

7

c01 7

12 December 2013 9:00 AM


Flee 9 to 5, Get 6–7 Figures and Do What You Love

New York was my catalyst for change — what’s yours?

It only took a hurricane and a series of unfortunate events to create a serious tipping point in my life. That tipping point sparked something magnificent. The total transformation took less than six months and included selling online digital products worth more than $100 000, paying off $50 000 in debt that the business had accrued due to poor management, taking back full control of the business and reinventing it from the bottom up, securing an expert role on a new TV show called Manscape that aired six times a week, and landing a cameo role on The Real Housewives of Melbourne (part of the massively successful reality TV franchise from Arena). Within a few short months I’d turned a struggling business into one that was suddenly pulling in six figures — without employing a massive team to do it. And that was only the start … So what happened in those six months that made such a profound difference to my life, my income and the way I thought about making money? It was simple. I had worked out the formula to turn my knowledge and expertise into profits. I found a way that worked for me, my lifestyle and my clients that was profitable, exciting and rewarding, simply by leveraging, packaging, marketing and monetising what I already knew into books and products that sold online on autopilot. It’s an approach that can work for anyone, in any industry for any product or service — and yes, that includes you, even if you are starting from scratch!

8

c01 8

12 December 2013 9:00 AM


It all starts here

But before I delve into how you can dramatically transform your life, let’s just stop for a minute and think about the way you’re living right now. Is it time to reinvent your life?

I mean, really think about it. Could your life be better? Could you be making more money and doing more of what you love? Could you be experiencing greater recognition and having a greater impact that has true meaning for you and for others? If you’re currently feeling the way I did — that is, that you’re making your clients or employer richer than you through your expertise and knowledge — and if you’re ready to change your life and embark on an extraordinary journey, and you want to do it quickly, as I did (without making the same mistakes I made), read this book closely. As we share this journey together I’ll reveal to you lessons that will fundamentally shift the way you think about the story you have to share with the world, how you make money and how you spend your time. I will share with you my own journey of fleeing 9 to 5, a struggling business and overwhelming debt to get paid five figures monthly and to build a business on autopilot that has the potential to make millions within a year. This book will not only show you how to do it, but will show you how to leverage your time, money and resources to free you up to travel where and when you want and to create the life that you want to live.

9

c01 9

12 December 2013 9:00 AM


Flee 9 to 5, Get 6–7 Figures and Do What You Love

I’ll share with you my journey to New York and how it changed my life, and how it could relate to your future as an ‘agent of influence and change’ in the company of the new rich who have fled the rat race. I have more than ten years’ experience working with thousands of businesses in industries as diverse as beauty, automotive, expert, wellbeing, pharmaceuticals, celebrity and fashion, among others. As you’ll soon discover, my journey wasn’t always an easy one. Unlike other books out there, I won’t try to sell you unrealistic ideas or create unrealistic expectations of how you can be successful with next to no effort. What I will do, however, is step you through the quickest and most honest route to profiting from your expertise and knowledge and creating new and unbelievable opportunities for yourself. Together we will focus on three fundamental points of view: ■■

■■

■■

We are each here to shape the world we live in — on both a local and a global scale, whether you believe it right now or not. The best and most profound and leveraged way to do this is by sharing your knowledge and expertise (on any topic of interest in any field) in a way that reaches out to the rest of the world. We are each gifted with a story that relates how we came to be who we are today — and the various factors that shaped this journey. This journey has very real market value and importance to others. We can be paid incredibly well for sharing our message and story with the rest of the world — helping people to reach their goals while at the same time building a profitable business and having a true impact on thousands, even millions, of others, especially on our home turf.

10

c01 10

12 December 2013 9:00 AM


About the author Ben Angel, author of the books CLICK  —  The New Science of Influence and Sleeping Your Way to The Top in Business, is Australia’s leading personal branding and marketing authority. With an international fan base over 35 000 strong, Ben has worked with the likes of Toyota and Australia Post, and has helped many other top celebrity brands find the tipping point in their careers and companies, and dramatically increase their profiles and profits. You can regularly catch Ben in the media commenting on everything from politics, music and business to careers and lifestyle. Visit www.benangel.com.au for more.

vii

flast vii

11 December 2013 11:40 AM


We hope you have enjoyed this sample from

FLEE 9 To 5

Get 6-7 Figures and Do What You Love by Ben Angel

The Book

How to quit the rat race, do what you love, and make money doing it. Ben Angel, also known as the “Agent of Influence,” is Australia’s top personal branding and influence specialist. Entrepreneurs, companies, speakers, and famous authors look to him when they want to learn how to engage their target audiences and the media or build a highly influential personal brand. In this new book, Angel offers practical, actionable advice on how to ditch the nine-to-five life and do something that both inspires and enriches you.

Click on the book for more information

ISBN 9780730307006 Published February 2014 RRP AU$24.95 / NZ$28.99 Available in print and e-book formats Buy it now!

With step-by-step strategies on how to design, fine tune, and market your business idea, this book shows you how to discover what you want to do, crack the code of the new social media landscape, find the tipping point that makes your business go viral, and make money authentically, by doing what you love.


First published in 2014 by John Wiley & Sons Australia, Ltd 42 McDougall St, Milton Qld 4064 Office also in Melbourne Typeset in 11/13.5 pt ITC Giovanni Std Book © Dare 2 Be Central Pty Ltd The moral rights of the author have been asserted National Library of Australia Cataloguing-in-Publication data: Author: Angel, Ben, author. Title: Flee 9 to 5, Get 6–7 Figures and Do What You Love/ Ben Angel. 9780730307006 (pbk) ISBN: 9780730307020 (ebook) Includes index. Notes: Subjects: Success in business. Marketing. Business planning. Self-actualization (Psychology). Dewey Number: 650.1 All rights reserved. Except as permitted under the Australian Copyright Act 1968 (for example, a fair dealing for the purposes of study, research, criticism or review), no part of this book may be reproduced, stored in a retrieval system, communicated or transmitted in any form or by any means without prior written permission. All inquiries should be made to the publisher at the address above. Cover design by Xou Creative, www.xou.com.au Cover image: iStockphoto.com/Photomorphic Author photo taken by Kon Iatrou of Ikon Images, www.ikonimages.com.au Printed in Singapore by C.O.S Printers Pte Ltd 10 9 8 7 6 5 4 3 2 1 Disclaimer The material in this publication is of the nature of general comment only, and does not represent professional financial advice. It is not intended to provide specific guidance for particular circumstances and it should not be relied on as the basis for any decision to take action or not take action on any matter which it covers. Facts and figures are accurate as at the time of writing and should be checked by the reader. Dollar amounts stated in this book are examples only and should not be relied upon. Readers should obtain professional advice where appropriate, before making any such decision. To the maximum extent permitted by law, the author and publisher disclaim all responsibility and liability to any person, arising directly or indirectly from any person taking or not taking action based on the information in this publication.

ffirs iv

12 December 2013 7:30 AM


140 × 216  SPINE: 15.3  FLAPS: 0

Ready to flee 9 to 5, get 6–7 figures and do what you love? It’s time for you to become an entrepreneurial agent of influence and learn how anyone, with any background, can turn their knowledge and expertise into products and profits. Groundbreaking and informative, with more than a dash of cheek, best-selling author Ben Angel brings you this step-by-step lifestyle design blueprint to help you: • become a world-class expert and convert your passion and story into a five-figure monthly income (chapter 3) • grow an online following without breaking the bank and get thousands of dollars’ worth of free international publicity (chapter 8) • do what you love from your laptop, local coffee shop, anywhere (chapter 6) • thrive in the new world economy, with less work and more time for friends, family and fun! (chapter 6) Whether you’ve had it with doing meaningless work, making money for your boss (and not getting enough from your clients) or you just want more flexibility, Flee 9 to 5, Get 6–7 Figures and Do What You Love is your must-have guide.

Ben Angel, author of CLICK and Sleeping Your Way to The Top in Business, is Australia’s leading personal branding and marketing authority. With a fan base of over 35 000 internationally, he specialises in helping authors, entrepreneurs and companies become more appealing to the media and their customers.

Includes $197 worth of bonus resources!

BUSINESS/ENTREPRENEURSHIP

CONTACT: XOU CREATIVE (XOU.COM.AU) | WIL029 FLEE 9 TO 5 Cover: w140mm x h216mm SPINE: 15.3mm (TBC) FLAPS: N/A TURNAROUND: ? 20/11/13


Contents

About the author Acknowledgements Preface Introduction 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

ix xi xiii xv

What is lifestyle design? What do you have right now? Goals and success Make the impossible, possible Design your life Take action Get moving Commitment, confidence and courage Time Money Support Troubleshooting Resources Our 12-month diary Wrapping up and moving on

Index

1 9 41 51 59 71 83 109 123 129 149 163 181 189 203 209

vii

fmatter.indd

vii

March 25, 2014 12:35 PM


Introduction

Why this book? I dream of a world where this book is not necessary. Where people know from an early age that anything is possible if they only try and don’t give up. We are born with this notion, yet somewhere along the way we stop believing in ourselves and, as a result, we stop living like we can achieve anything. Instead, we look up to people who are successful and who have confidence in their abilities. We aspire to be like these people, but at the same time we hold ourselves back by not believing that maybe we could achieve our own big goals too. The main reasons why many of us don’t achieve our lifelong dreams are because we either don’t start, or we give up too quickly. It is no surprise, therefore, that the most successful people are often the most persistent.

xv

fmatter.indd

xvv

March 25, 2014 12:35 PM


How to Succeed in 12 Months

This book is for anyone looking for a fulfilling life. It is for people who want to create the things most people only dream of. It is for people who want to achieve exciting goals, or at least be satisfied that they gave those goals their best shot. It is not about waiting for the right time or for any ducks or planets to align before becoming someone who makes those dreams a reality; it is about being that person right now. I hope that by sharing the things I learned along the way and the things I wish I had known when I wanted to start realising my own dreams, I can save you some of the effort and angst I experienced in my own journey. If you are ready, we are going to take a journey along the road to creating and living your dream life. To assist you, I set out all the steps you will need to take and introduce practical resources along the way. Note: Throughout the book I have included tasks that you can do to work directly on your life‐changing project. Find an exercise book or open a folder on your computer to keep your project ‘work’ in one place. I have set up a page with additional resources to complement the exercises in this book. Visit www.in12months.com/readers and use the password ‘success’.

Why 12 months? Considering the name and theme of both of my books, you can correctly assume that I am a big fan of 12‐month projects. Twelve months is long enough to completely alter your life, but not so long that you grow old in the process (physically anyway!). You can achieve great things in 12 months, but it will go by really quickly when you are in the heart of the action. Of course, you could fulfil some of your dreams much sooner than 12 months, while others may take years to come to fruition. There is no right amount of time. What you can be certain of is that if you give yourself 12 months to make xvi

fmatter.indd

xvi

March 25, 2014 12:35 PM


Introduction

a big, exciting dream project a reality, it may just happen and you will be living the life you always dreamed of — or at least you will be much closer to it than if you had done nothing at all. In 2009 I began my first 12‐month, life‐changing project: to create an income I could earn working one day a week from anywhere in the world. Achieving this goal allowed me to create exciting, new 12‐month goals. Throughout the book I am going to share my progress on a 12‐month adventure my husband and I conceived that resulted in us living a creative travel lifestyle we have designed for ourselves. It is more than just an adventure; we now — for the first time in our lives — choose every part of our lives. Even though we are both very liberal in our philosophies and open‐ minded about how we live, we have until recently spent our lives working hard in normal jobs/small businesses, renting apartments and generally being stuck in a (comfortable) rut. We were conforming non‐conformists, where our lifestyle did not fit our ideals, but we didn’t notice how much it didn’t fit because we were so busy conforming! This latest 12‐month project was based on our thirst to be inspired, see the world and make a difference. We created a project and website called ‘Five Point Five’, which seeks out inspirational people and their wonderful community projects throughout the world. We share their stories using five-minute documentaries so that our audience can have a quick shot of inspiration, to see people from all walks of life making a difference. We wanted to create and use mobile incomes to cover our costs, and to review hotels and tours to cut our expenses and enable us to stay in amazing places and enjoy exciting adventures year round. Before we started, we had no experience with any of what we were about to do, but 12 months in, we have achieved our goal and have since continued living the dream. xvii

fmatter.indd

xvii

March 25, 2014 12:35 PM


How to Succeed in 12 Months

It took a few months of this new life and lifestyle before we started to notice how creative, calm and happy we had become. Not just because we are travelling through wonderful places, but because we have taken control of how we live our lives. The change has given us far more freedom than we had ever imagined possible. Whether you are 25, 49, 63 or 90, you have a unique opportunity to take control of the direction of your life over the next 12 months. If you really go for it, what happens may completely change your experience of yourself, your life and the world around you.

Outrageous expectations We live in a society where our expectations about life are heavily influenced by television, movies, magazines, newspapers and the internet. There is a growing youth culture looking for something for nothing and the easy way to get it — and it is not only the youth who are affected by it. Some of the most popular shows on television showcase super‐rich kids, or glorify the lifestyle of super‐rich actors, sports stars and entrepreneurs. You can see fancy cars, perfect bodies and young divas whose only claim to fame is the bank balance of their parents. I see pre‐teens watch talent shows and fixate on the possibility of instant global fame and fortune. In past generations one might have hoped to win the lottery, but there is a new message for today’s youth: you can be an overnight success, recognised as the amazing, talented and immensely special person that you really are. Add to that the messages of the majority of commercial music, music videos and Hollywood films and I think the reality of hard slog in entry‐level jobs may make adulthood look like a major comedown. As adults, we tend to follow big success stories. Many years ago it was Silicon Valley, dotcoms and the promise of

xviii

fmatter.indd

xviii

March 25, 2014 12:35 PM


Introduction

multilevel marketing. More recently it is the makers of the big apps, search engines and social media websites. These stories make front�page news because many people are looking for overnight success — the easy win and the big money. Sadly though, the majority of people will not reach these dreams. The thing with outrageous expectations is that if you are not doing everything you can to live up to them, they are going to leave you unfulfilled, unhappy and looking for an escape. Unfortunately many people do escape, but not in a healthy way, instead using drugs, alcohol, television or excess food, becoming cynical or resigned, or all of the above. There is nothing wrong with having huge goals if you are willing to do what it takes to make them a reality. If your expectations come with any false sense of entitlement or hope that they will fall in your lap, you are going to be disappointed. Spend a few years disappointed with your life and, like most people, you will tend to go the same way, sinking into a quiet malaise of resignation. Even some of the most confident, happy and positive people have an underlying resignation about what is possible in their own lives.

Make friends with failure It may seem weird to talk about failure before we get to the juicy stuff. However, I think our attitudes to failure are so important that we just have to talk about it now. The fact is, you will fail sometimes. It happens. Then you will succeed sometimes, then you will fail sometimes, then you will succeed. The important thing is that failure is integral to success, but for the most part, in modern society we are trained to avoid it. As such, many of us spend our lives actively avoiding our big dreams in case we work towards them and fail. This leaves us in a bind because life when you are ignoring your dreams is very unsatisfying. xix

fmatter.indd

xixx

March 25, 2014 12:35 PM


How to Succeed in 12 Months

After a few years of living this way, most of us become resigned to accepting what we have and making the best of life with our self‐imposed limitations. There is nothing wrong with that, of course, but it means that our dream lives never become a reality and our dreams are seldom fulfilled. In order to be someone who feels the freedom to follow your dreams, you need to retrain your attitude to failure. To do so, you will need to embrace failure as just part of the journey. Although it can be a very painful part of the journey sometimes, it has its benefits, which include: learning what not to do and what doesn’t work learning important lessons that you wouldn’t otherwise learn getting a chance to start again, or in a different way seeing how determined, strong and persistent you really are. I am sure you can think of plenty more benefits of failure. If you scratch the surface of every success story you will find many failures. Some people will fail at some things while succeeding at others. For example, some people fail at sustaining intimate relationships, while having great success in business. If you are ready to reconsider your attitude to failure and accept it as part of the journey, then we are at the right place to proceed in designing your life and making your dreams come true.

Success The reason we need to be willing to risk failure is that there is the possibility of great success! The greater your goal, the greater the risk, and the greater the reward if you make it work.

xx

fmatter.indd

xxx

March 25, 2014 12:35 PM


Introduction

What makes success so sweet is that it is not guaranteed, so the more times you fail, the sweeter it is when you are successful. Success looks completely different for different people, and often it doesn’t end up looking how you imagined it. The experience of succeeding in your goals and projects helps you grow in confidence and courage, and it can open up a whole new world of amazing goals and projects to take on! When I started a blog I had no idea what to expect, but when people started to follow it and read it, the opportunity of a book deal was created. Writing and launching the book created the opportunity of running a course, which in turn created the opportunity of taking my business around the world. By travelling the world, the opportunity of reviewing exciting tours, cruises and lush hotels was created, along with the opportunity of visiting amazing community projects and producing mini‐documentaries. None of this would have been possible if I had not taken action and started the first blog! The success my husband and I now enjoy daily is that we live with a feeling of freedom and adventure. In my experience, however, each success is a fleeting cause for celebration; the real reward for us has been the lifestyle we now live and the exciting new opportunities that continue to open up along the way. For some, success may look like creating their own space of peace where they can relax and meditate. For others, success may look like an intense, high‐powered job or business where they get to make a lot of money or create and impact big things in the world. Because success is completely subjective, we often have a terrible habit of looking at other ‘successful’ people and comparing ourselves to them. For many people, particularly in Western societies, there will always be more we can do and have. The opportunity you have is to set your own xxi

fmatter.indd

xxi

March 25, 2014 12:35 PM


How to Succeed in 12 Months

dreams and goals, make them happen, and appreciate them when you reach them. Do this and you will find as much happiness and fulfillment as all the successful people you could ever compare yourself to.

Redefining success So this is the bit where I redefine success. I feel it is important to redefine success and succeedingg because for most people the idea of success is tied to wealth and money. The problem with this idea of success is that the current financial systems and global resources are not designed to allow the majority of people to be wealthy, so most people in the world will not experience success the way it is sold through the mass media. The systems do not work to enrich or empower the general population and this is where I take exception to the common notion of success. When I started out in business, I had plenty of passion and big ideas. But with no experience, no mentors and a healthy dose of limiting beliefs, it was likely I was going to have a roller-coaster of an experience. I did. At one point I ran a festival with a group of volunteers and I was hoping for 1500 people to attend. When more than 8000 people came, it took me a couple of days to allow myself to feel that it was a success, because I was focused on how it could have been better. But once I reviewed it objectively, I saw that it probably could not have gone much better and I realised I had run a successful festival! The following year we ran the festival again with big plans to expand, but we didn’t have some of the important factors we had the year before and only 4000 people came. If the first year had not been so huge the second year would have been a fantastic result. But because fewer people attended than the previous year, I felt that I had failed and carried forward a huge sense of disappointment. xxii

fmatter.indd

xxii

March 25, 2014 12:35 PM


Introduction

After this I set up a few charity projects, businesses and many other passion projects. Some of these I worked on very hard and they failed. Some I lost my passion for. Some were successful and have become the core of my lifestyle today. Some I didn’t really have the capacity for, but I was so excited about all the things I could be part of that I would start far more projects than I had the time, energy or resources for. In this period of wild energy, personal growth and sometimes fruitless hard work I met hundreds of people who came in and out of my projects, businesses and social life. I am sure that many of them have very different perceptions of me and my levels of success and failure. I heard from one friend that I had tried too many things and she no longer thought I would ever succeed. The word cut through me like a knife — the sting of a world that is conditioned to be afraid to fail. My dislike for the common notion of success is that it is all about the destination rather than the journey, and success as a destination is only short-lived. In the traditional sense, success is usually something you have reached — or not — and in the traditional sense, it can be outgrown, outlived, spent or taken away. I believe that the journey, the adventure, striding boldly forth into the unknown, is where you develop lifelong skills for creating continued success. The journey is where the success lies because you are making every moment count. True success is a measure of whether you are making the most of the life you have right now, today, in this moment. Today is where a life of happiness, adventure and fulfilment is possible. I love Anthony Robbins’s quote, ‘Success is doing what you want to do, when you want, where you want, with whom you want, as much as you want’. Living with this level of freedom is a beautiful thing.

xxiii

fmatter.indd

xxiii

March 25, 2014 12:35 PM


Chapter 1

What is lifestyle design?

The concept of lifestyle design has been around for decades, but it became a global phenomenon following the success of Timothy Ferriss’s book The 4�Hour Workweek. Lifestyle design is the art of creating a fulfilling lifestyle now, rather than waiting for retirement or some unexpected windfall. Lifestyle design does not look the same for any two people, or even for any two different stages of life. Some people have a passion they can fulfil for their entire lives. Other people discover new passions over and over throughout their lives. Right now my lifestyle is designed to enable me to travel long-term and have time to immerse myself in whatever project I am currently inspired by. In a couple of years my dream lifestyle will most likely be different because I will want to spend my time with the children I would like to have. 1

c01.indd 1

March 22, 2014 9:26 AM


How to Succeed in 12 Months

The starting block is the life you are living right now. This is the foundation upon which you can design the life you choose to live. Like me, not many people will start designing their dream lives on a blank canvas. The majority of us have pre‐existing responsibilities (such as children, family, debts or a business) and things that we like, dislike or are profoundly passionate about. How we design our lives is based on our passions and responsibilities. The life you design could involve: quitting a job to start a business creating an alternative income, enabling you to spend more time with your children/family working from home or in other countries working less travelling more committing your time/life to making a difference scoring your dream job or changing career going full-time with your hobby starting community projects living sustainably and/or off the grid. The options are endless.

A life of freedom My experience of living a life I’ve designed is a recent achievement. I am writing this from a gorgeous apartment in Bolivia, with views across the city to snow‐capped mountains. My husband and I have been travelling for more than one and a half years. About six months into our trip I realised that I was used to this lifestyle. I now accept that

2

c01.indd 2

March 22, 2014 9:26 AM


What is lifestyle design?

visiting amazing places and meeting inspiring people is my everyday life. It feels normal to wake up each day and decide what we are going to do, be it going to the beach, visiting a ruin, learning something new, working on one of the many projects we are involved in, or writing a blog or book! We have designed our life to fulfil our passions and goals. We are not afraid to have big goals. We accept that we may succeed or fail, but we give each of them our best shot. Although this life is normal now, I still pinch myself occasionally because this lifestyle seemed impossible for most of my life. I say seemed impossible because once we took a series of actions towards achieving our goal, it all became very possible. At many times in the past I had been resigned to how things were, even when a lot of things sucked, such as: long commutes to work sitting in traffic working long hours for my employer being scared to leave my job when I did leave my job, spending a few years working long hours, seven days a week on my businesses having huge debts earning very little and having no financial security being single and lonely failing at many things I tried not looking after my health. You can see why getting used to my new life of love, travel and adventure is pretty thrilling! It wasn’t easy getting here, however. I have worked very hard and invested a lot of time and energy on projects, goals,

3

c01.indd

3

March 22, 2014 9:26 AM


How to Succeed in 12 Months

businesses and charities — learning and trying, over and over again. I have worn myself out at times trying to figure out how to free myself from the shackles of the life I had, in order to live a life I love. The problem was that I didn’t know it was freedom that I was looking for. In hindsight, it is obvious and I can see that it didn’t need to be so hard to figure out.

Freedom mindset It is very easy to understand and adopt a sense of freedom when you have been travelling for as long as we have. But the mindset is possible whether you travel or not. It is something you can cultivate even if you are bedridden, or have never left the country you were born in. The experience of freedom comes when you realise that you call the shots in your life. There are many situations where you may not feel this to be true, where you may feel trapped or constrained. But you do have choices, whether you can see them or not. They may not necessarily be choices that you like all the time, but they are choices nonetheless. Sadly, we are not taught how to develop our freedom mindset at the schools that most of us attend. Although many people aspire to live with this mindset, most people believe in some way that it is something possible for other people, but not possible for them. This is not true. It is possible to create freedom in your life by simply realising that you are free. You are able to do fantastic and exciting things with your life. The problem for many people is that with freedom comes great responsibility. To be free you must accept that you are responsible for your life — that you are creating it, whether you realise it or not. Many people blame their parents, boss, partner, kids, health, the government or anything or

4

c01.indd

4

March 22, 2014 9:26 AM


What is lifestyle design?

anyone else for how unhappy and unsatisfied they are. The fundamental flaw in blaming others is that you are giving others an invisible hold over you. You are giving away your power to be free. Don’t get me wrong, things will happen to you that are outside your control; many tragic and wonderful things will probably happen in your lifetime that you have no control over. But you do control your reactions to these things. You do control how you view and act in the world around you, and the situations you are faced with. This is how you create your world; this is where your true freedom lies. Creating a freedom mindset is something that you can do, and for most people it means a dramatic change in how you see the world. The self‐help industry is enormous because there are millions of people out there looking for more out of life and wanting to learn the elusive secret of how to be truly happy, fulfilled and free. In my experience there is a shortcut. The quickest way to create a life of freedom and fulfilment is to be bold and work hard to do what it takes to fulfil your dreams now, even if they seem impossible. Throughout this book I am going to share with you stories of real, everyday people who had a moment of clarity and decided to take life into their own hands. They were people just like you, with lives just like yours. Each one of them reached a point where they saw they had to take action to make their dreams a reality, even if their dreams seemed impossible and they had no idea how to make them happen. I hope you take inspiration from their stories when you embark on your own life‐changing adventure. I begin with Lee’s story.

5

c01.indd

5

March 22, 2014 9:26 AM


How to Succeed in 12 Months

Case study: a late start in the music industry Lee Safar has always had a passion for music. She played instruments from a young age and found she had a natural talent. She was brought up to be a good girl who followed the rules, so when she left school she was devastated to learn that her family’s cultural beliefs did not align with her dreams to be a musician. At 17 Lee gave up music and followed a mainstream path of university and then senior jobs in the corporate world. After repressing her dream for more than a decade, Lee one day realised she had to make a change because her life had to be about music. Music was her passion and she could no longer hide, blaming her parents for not allowing her to pursue her dream. She realised she was responsible for her life and how it would turn out. Lee got into action and booked a singing coach. She learned to play the guitar and the piano and took the opportunity to do open‐microphone nights and gigs around Sydney. She started writing songs and eventually quit her corporate job to work part‐time as a barista so that she would have more time for her music. Lee takes every opportunity to speak to people in the industry and learn as much as she can. She has recorded two EPs and a full album. She feels alive because she owns every decision she makes and, for the first time, believes in the possibility of her lifelong dream being a reality. Now Lee splits her time between Sydney and Los Angeles as she develops her music career and empowers other musicians with the creation of a regular web‐based music‐ industry show on her website, www.leesafar.com

6

c01.indd 6

March 22, 2014 9:26 AM


What is lifestyle design?

What you need to succeed There are certain types of people who are more likely to make their dreams come true. These people are not born this way and there is no genetic relationship between them. It is a mindset shift that occurs at some point in some people’s lives. I like to call it a Good Life Crisis. A Good Life Crisis is when you look at your life and think, ‘If I continue on the path I am on, my life is going to be more of what it is already’. If your path looks dreary, hard or boring, with no exciting goals ahead, then you may experience an inner fire to alter your life dramatically — a motivator for change that is almost too insistent to ignore. Emotionally there are three stages that lead to a Good Life Crisis: Feeling stuck, bored, hopeless or depressed. This stage is tough because it feels like you are trapped, you have no control over your life and everyone else is having a better time than you. You will notice everything that sucks about your life and you may fixate on how awful certain people — such as a boss, a friend, a family member or a past or current partner — are. Feeling that there is more out there but being unsure how to access it. This is the stage where you notice the success of inspiring people in the news, friends of friends, and so on. Your ears prick up because you are excited about the possibility of something happening in your own life, but you lack the self‐ confidence to make it happen. You are pretty sure that they have something you don’t and that although you would love change, you don’t believe you can make it happen. You have some dreams, but they seem impossible.

7

c01.indd 7

March 22, 2014 9:26 AM


How to Succeed in 12 Months

Feeling motivated to take action. When you reach this stage you will find yourself looking for opportunities. You may know what it is you want to do or change (or at least have a general idea). You find yourself doing things you wouldn’t normally do, or taking on new challenges, reading related books, doing courses and being drawn to new people or communities. This is the stage where you start to create a new way of life, and however scared or uncertain you may be, your determination to create change propels you into a new way of life. You may experience any one or all three stages when approaching a Good Life Crisis. Each person is different. But what is the same is the point when you start to take action. If you are reading this book, it is likely that you are looking for more out of life and are willing to do something exciting and extraordinary with your life. It’s up to you whether you start to take action on making your dreams a reality today or in 5, 10 or 30 years’ time. In my experience, there are some important elements that contribute to the likelihood of success. They are: a supportive, like‐minded community a public declaration of your goal/s deadlines coaches and mentors your commitment to do what it takes. This book and its accompanying resources address the first four items in this list. The fifth is up to you.

8

c01.indd

8

March 26, 2014 7:29 AM


About the author

Serena Star-Leonard is passionate about helping people fulfil their big goals and dreams in life. She is a Kiwi business coach, blogger and presenter, and the author of How to Retire in 12 Months. As well as coaching and writing, Serena runs ‘Website Launchpad’ courses, teaching people how to create lifestyle and income opportunities through blogging: www.in12months.com. She is also one of the founders of Grassroots Internet Strategy, a small business resource for website owners: www.grassrootsinternetstrategy.com.au. Serena is a keen amateur photographer, is inspired by the potential of the human spirit and is passionate about cooking and travel. She is always ready to jump in with her ix

fmatter.indd

ixx

March 25, 2014 12:35 PM


How to Succeed in 12 Months

energy, her heart and a hot meal for those in need and is a blog ambassador for World Vision (Australia). In hot climates, Serena loves to swim, scuba dive, snorkel and frolic in the water every chance she gets, which is pretty often as she has been travelling the world with her husband John since April 2012. They have true location freedom and split their time between filming inspiring mini-documentaries and travel reviews for their passion project, ‘Five Point Five’ (www .fivepointfive.org), travelling, having adventures and writing blogs and books. Connect with Serena: Facebook: www.facebook.com/In12Months Twitter: www.twitter.com/beingserenastar LinkedIn: www.linkedin.com/in/serenastarleonard Email: www.serena@in12months.com

x

fmatter.indd x

March 25, 2014 12:35 PM


First published 2014 by Wrightbooks an imprint of John Wiley & Sons Australia 42 McDougall St, Milton Qld 4064 OfďŹ ce also in Melbourne Typeset in 11/13.5 pt ITC Giovanni Std Š Serena Star-Leonard 2014 The moral rights of the author have been asserted National Library of Australia Cataloguing-in-Publication data: Author: Title: ISBN: Subjects:

Dewey Number:

Star-Leonard, Serena, author. How to Succeed in 12 Months: creating a life you love / Serena Star-Leonard. 9780730308669 (pbk) 9780730308683 (ebook) Self-management (Psychology) Self-actualisation (Psychology) Change (Psychology) Self-help techniques 158.1

All rights reserved. Except as permitted under the Australian Copyright Act 1968 (for example, a fair dealing for the purposes of study, research, criticism or review), no part of this book may be reproduced, stored in a retrieval system, communicated or transmitted in any form or by any means without prior written permission. All inquiries should be made to the publisher at the address above. Cover design by Josh Durham, www.designbycommittee.com Cover illustrations: Paul Dinovo Printed in Singapore by C.O.S Printers Pte Ltd 10 9 8 7 6 5 4 3 2 1 Disclaimer The material in this publication is of the nature of general comment only, and neither purports nor intends to be advice. Readers should not act on the basis of any matter in this publication without considering (and if appropriate, taking) professional advice with due regard to their own particular circumstances. The author and publisher expressly disclaim all and any liability to any person, whether a purchaser of this publication or not, in respect of anything and of the consequences of anything done or omitted to be done by any such person in reliance, whether whole or partial, upon the whole or any part of the contents of this publication.

fmatter.indd

ivv

March 26, 2014 8:41 AM


We hope you have enjoyed this sample from

HOW TO SUCCEED IN 12 MONTHS: Creating a Life you Love by Serena Star-Leonard

ISBN: 9780730308669 Available April 2014 RRP AU$27.95 / NZ$31.99

Buy it now!


138 × 208  SPINE: 17.2  FLAPS: 0

H o w to

and take action now

find

true happiness

No matter what your position in life, it is possible to make meaningful changes to transform your world—and this book shows you how. How to Succeed in 12 Months is your ultimate guide to turning your dreams into reality. Author Serena Star-Leonard shares the steps that will get you the life you’ve always wanted. It’s not a get-rich-quick scheme, but a one-year plan designed to help you escape the mundane and step into your most fulfilling life. Inside this book you’ll discover how to:

break down your dreams into small, actionable steps

eliminate excuses and gain confidence

find the time and money you need

design your lifestyle around your interests.

Take the first important steps toward creating the life you’ve always imagined and achieving the goals you may have once thought impossible.

in 12 Months. Serena has successfully designed her dream life: travelling for four years, maintaining her online businesses, and blogging at www.fivepointfive.org and www.in12months.com.

Cover Design: Design by Committee Cover Images: Wiley

D E E C C SU

1 2 mont in

CREATING A LIFE YOU

LOVE

star-leonard

SERENA STAR-LEONARD is the best-selling author of How to Retire

HOW to SUcCEED IN 12 MONTHS

te a life you love ea r c o t how n r Lea

hs

seren a star- leo nard

PERSONAL DEVELOPMENT


Contents About the author Introduction

ix xiii

Part I: Introducing the micro maven 1 From small-time personal profile to global microbrand 2 Meet the micro mavens

Part II: Exploring the micro maven 3 Micro mavens: the sum of many parts 4 The seven powerful characteristics of micro mavens

Part III: Becoming a micro maven 5 6 7 8 9

Introducing the micro maven blueprint Develop a platform Build your brand Grow your business Live your dream

1 3 11

23 25 37

67 69 81 107 141 181

Part IV: The micro maven in action

189

10 Profiles of five micro mavens 11 Starting your micro maven journey 

191 211

Index 

213

vii

ftoc.indd 7

24/12/12 9:24 AM


Introduction Welcome to the world of the micro maven The emergence of the social web has seen the rise and (continued) rise of a new breed of entrepreneur who is creative and connected, prolific and passionate, socially savvy and community-minded. These new-look entrepreneurs are the product of today’s ideas economy, fuelled by new media technologies that allow them to expand across the virtual globe, winning fans and advocates, allies and supporters — and, importantly, generating business — often from the comfort of their own home (or even on the road somewhere). Whether their home base is in an exotic location such as Costa Rica, Chile or the Philippines, or an ordinary suburban house or city apartment somewhere like Boston, New York, Vancouver, Melbourne, Queenstown or Reno doesn’t matter — where they are based is less important than what they represent and how they operate. These individuals are at once digitally smart, self-sufficient and generous with their knowledge and experience. They’ve built their personal profiles by thinking and acting like publishers and media proprietors: they are first and foremost prolific creators of rich and interesting content — text, photos, video, audio, illustration — which they share freely and willingly online. Critically, they have a point of view that people gravitate towards — a flood of ideas like-minded souls hook onto and spread via their own networks, in addition to a set of experiences that fans and followers alike take note of and learn from. xiii

flast.indd 13

24/12/12 9:24 AM


microDOMINATION

These entrepreneurs are canny enough to understand that marketing today is about educating and informing — about giving rather than taking; interacting rather than blasting one-way messages all the time. They focus on building and nurturing a genuine community or tribe of fans, advocates, enthusiasts, allies and supporters of their thoughts, opinions and ideas, and then leveraging this support in ways that are respectful and considered. These personal branding machines have managed to turn their passion into products; their knowledge and expertise into multiple revenue streams that, combined, often far outweigh what they had earned in previous positions working for someone else. I call this new breed of entrepreneur micro mavens. In parts I and II of this book we introduce the concept of the micro maven against a backdrop of broader societal and technological trends. We then put them under the microscope, working out who they are, how they operate, and what characteristics they share. Indeed, we paint a picture of what’s possible if you too consider treading a similar path. Part III explores this path a bit further; in some areas we take a deeper dive. What’s involved in becoming a micro maven? What is a platform and how do you develop one? How do you build your personal brand and grow your business so you can ultimately live your dream? And finally, in part IV we look at the micro maven in action and get up close and personal with a cross-section of people who epitomise what this book is all about. These profiles are wonderful stories of smart and generous entrepreneurs who are out there making it happen.

Why this book? Why now? The goal of this book is to identify, define and articulate a social and business concept — a phenomenon, really, that’s becoming a worldwide trend thanks to the emergence of new media technologies and the public’s appetite for social connection and compelling xiv

flast.indd 14

24/12/12 9:24 AM


Introduction

content produced by citizens other than journalists and those in the traditional media. This concept — the idea of the micro maven — is a reality today. My hope is that, by showing examples of these micro mavens in action, by explaining how they’re going about building their brand and their business, you too will be inspired by their achievements and potentially visualise a similar lifestyle-based business for yourself. This is not a social media book as such, although the topic, as broad as it is, is a common thread throughout. There are heaps of awesome books available on specific topics associated with the micro maven concept: books that cover social media and content marketing generally, as well as those that zero in more specifically on the likes of Twitter, Facebook, Google+ and LinkedIn. There are books that inspire, motivate and celebrate personal achievement, books that examine the concept of personal branding, and titles that show how you can raise your profile using personal PR and marketing techniques. There are also countless books devoted to running your own small or micro business as well as those that teach you how to generate revenue through speaking, coaching and consulting, plus creating and selling your own information-based products such as e-books and online training courses. microDOMINATION cuts a swathe through all of these areas. It’s the one book that looks at how you can develop your own platform, build your personal brand and grow your business with the longterm goal of living a fulfilling and financially independent life. It cherrypicks aspects of social media and content marketing, PR, personal branding and developing a revenue pipeline — all the while motivating and inspiring via a constant stream of real-life stories. Phewww! It sounds like a lot (and it is) but, in reality, this book is designed to be an easy read, a broad brush across a landscape that is new xv

flast.indd 15

24/12/12 9:24 AM


microDOMINATION

and ever-evolving. I have structured it in such a way as not to overwhelm but to provide a vivid picture of what’s possible today, providing examples, key learnings and practical how-to tips along the way. We haven’t got the space to dive deeply into any of the above areas specifically, but that’s okay — there’s no shortage of good books available (as well as online resources and training programs) if there are specific areas you want a deeper knowledge of. You may be a blogger who needs help in developing and growing your personal brand. You may be a subject matter expert with a profile but no platform to speak of. You may be an active content creator with a name as a rising star in your field, but you’re struggling to come to grips with what’s next from a monetisation or business perspective. Or you may work in a corporate job but have a side hustle you would like to take to the next level. Whatever your situation, I want to open your eyes to the exciting prospects that are out there — the seemingly limitless opportunities to follow your vision. To harness the fire that burns within you; to package your knowledge and your expertise so that you can not only build a strong personal brand but also create a business that helps others and puts you on the path to financial independence. I can’t say for sure, but I suspect that many of the examples in this book — along with the hundreds of micro mavens I have researched along the journey — haven’t necessarily had a solid plan to get to where they are currently. The trailblazers have led the way during a time when many people didn’t know of, or understand, blogging or social media. In the early days, the micro mavens experimented a lot (and probably still do to a degree, although many of them seem to be thinking a lot more strategically these days); they took chances and shared

xvi

flast.indd 16

24/12/12 9:24 AM


Introduction

lessons and experiences with each other and their friends and fans. Together, we have all learnt a lot along the way, but we still have some distance to go before this road-less-travelled is nicely laid out for us. Darren Rowse is one of the world’s leading bloggers, with a combined monthly audience around the five million mark for his two blogs — Problogger and Digital Photography School. However, in the early days he didn’t really know what a blog was. But thanks to Rowse, and others like him, many of whom he has probably influenced or inspired in one form or another, we now better understand what’s involved in establishing a sustainable business enterprise around one’s profile and reputation.

Why maven? I have loved the word maven ever since author Malcolm Gladwell breathed life into the term in his best-selling book The Tipping Point. Gladwell described three consumer archetypes that need to be involved if an idea, product or message was to spread across society like a virus: he called them mavens, connectors and salesmen. According to Gladwell, Mavens are the information specialists, the go-to people if we have a question about something; they are constantly involved in the gathering and sharing of information. Connectors are the people who bring the world together. They operate in a number of different circles and are adept at cultivating relationships with people of influence. Salesmen are persuasive types who thrive on getting others to act on their recommendations and suggestions. Along with the two other groups, they play an important role in spreading information by word of mouth. In retrospect, many of the micro mavens I write about in this book might personify Gladwell’s definition of maven, but they also have a fair sprinkling of connector and salesmen about them — that’s what makes them so interesting!

xvii

flast.indd 17

24/12/12 9:24 AM


microDOMINATION

microMARKETING Marketing futurist and author Greg Verdino builds on the concept of maven in his 2010 book microMARKETING, in which he introduces the term micromaven to describe video blogger Steve Garfield and others, including technology expert Chris Pirillo, fashion blogger Jane Aldridge and entrepreneur Gary Vaynerchuk. Verdino writes: ‘Steve Garfield is a micromedia mogul, a micromaven, a Web-savvy new communicator who understands that content is a valuable social currency and community is king’. While there are definite similarities between our respective descriptions of what constitutes a micro maven, especially in terms of content creation and personal influence, I have broadened the notion of the term. My focus is as much on building a business enterprise around one’s personal brand with emphasis on generating multiple income streams including, but not limited to, information products. I also spend considerable time identifying the characteristics many of them share with a view to providing a more definitive picture of what I call the micro maven movement.

Introducing the PR Warrior Let me introduce you to a chap known as the PR Warrior on the front-line of the communications revolution — I know the subject well … because it’s me! In the early to mid 2000s, I was one of two founding partners in a marketing PR firm called Spark Communications. My profile outside the immediate PR industry was negligible. Yes, I was known sporadically in marketing circles because I had co-founded what went on to become one of the first creative PR hotshops in Australia, plus we had also established a brand experience agency called Ignition Marketing. This in itself was quite unusual for a PR firm and all very new and cutting edge at the time — we quickly won a series of major consumer brands as clients and, as a result, our agency was noticed quickly and was talked about within the industry. But apart from presenting at an occasional marketing conference and xviii

flast.indd 18

24/12/12 9:24 AM


Introduction

contributing some articles or columns to the local industry trade journals, in the broader business world I was Mr Invisible. However, that all changed when I started blogging in mid 2007. Not immediately, mind you, but it set in train a series of events that has resulted in you holding this book. I was already on LinkedIn at this point (I joined in 2005) and made the move to Twitter in 2007. Since then I have steadily built my platform via my blog (www.prwarrior.com), Twitter, LinkedIn and Facebook — along with the occasional podcast and online video thrown in for good measure. Then, over time, two things happened. One, I was asked to speak to groups about this thing called social media and, secondly, the media (traditional and web-based) started contacting me, either to contribute a quote or two for stories, or a column piece under my own name. I was also regularly interviewed by various bloggers. The combination of public speaking plus media exposure was a real boon for my profile but, more importantly, in tandem with my PR Warrior blog, it helped me build authority in an industry where there is no shortage of smart, talented and experienced experts.

What’s the difference between an expert and an authority? An expert knows a lot about a particular topic, and there is hardly a dearth of them. Typically, we aspire to become an expert in our field — it’s often something we strive for, whether professional or otherwise. And there is nothing wrong with that: it’s a good thing! An authority, however, is someone people listen to, take notice of, recommend to others and buy more readily from — and there aren’t anywhere near as many of them in most fields. An authority is someone the media comes to when they want a quote for an article, a person whom bloggers and podcasters

xix

flast.indd 19

24/12/12 9:24 AM


microDOMINATION

want to interview. An authority is someone the marketplace trusts and respects — their blog posts and articles are shared; their tweets are re-tweeted; people watch their videos and listen to their podcasts. As a definition from Merriam-Webster dictionary suggests, a person with authority has ‘the power to influence or command thought, opinion or behavior’. In short, an authority stands head and shoulders above the throng of experts. They’re visible, influential, trusted and talked about. More often than not, their reputation leads to opportunities that translate into business revenue. In the early days, I spoke for nothing. Many times I sat on expert panels and I gave keynote speeches at conferences and at regular events run by professional organisations and industry associations, with audiences ranging from CEOs, non-profit executives, company directors, advertising people, small business owners and startup entrepreneurs. Occasionally I gave workshops for which I got paid but, by and large, I was learning my craft, getting noticed, driving people back to my blog, building my LinkedIn network and growing my Twitter following. As the blog’s audience grew bigger and recognition ensued, I saw my personal influence grow. Looking back now, I see that the PR Warrior blog — along with my growing Twitter following in particular — was the foundation of my platform. This is not why I started the blog in the first place, but it is how I look at it now (and have done so for a couple years). We look at the concept of platform later in this book. In September 2011, Brad Howarth wrote in online business magazine SmartCompany.com.au: ‘Trevor Young has built PR Warrior into one of the world’s foremost showcases of what can be achieved at the intersection of public relations and social media’. Today, I am represented by a leading speakers’ bureau and I get paid well for speaking engagements. A highlight in 2012 was an eight-date national tour for a global insurance brand (I also wrote

xx

flast.indd 20

24/12/12 9:24 AM


Introduction

an e-book for them based on my road show presentation). This multi-date job led to an overseas keynote presentation in Bangkok. Since embarking on this path, I have established another communications consulting business, subsequently merging it 18 months later with the Melbourne office of Edelman, the world’s biggest PR firm. More tellingly, due to the opportunities that have come my way as a result of blogging and speaking, I have returned to my entrepreneurial roots, only this time I’m building a diversified mini-enterprise — a hybrid consulting, training and publishing business. Today, in addition to speaking, I also hold training workshops and events; I coach and mentor start-up entrepreneurs and budding micro mavens; I consult to a select group of progressive organisations; I develop training programs and create content for myself and others. And obviously I also scored myself a deal with major publisher John Wiley & Sons to write this book. I tell you this not to brag (not my style) but to explain firsthand how opportunities — paid and otherwise — have the potential to start materialising once you embark on the micro maven path. I have experienced it, and continue to do so on a regular basis. Not, however, that I knew all this when I started. But with the benefit of hindsight — and from spending thousands of hours studying others and being involved in the space personally — I’ve been able to stitch things together so it makes some semblance of sense. Bottom line: over the journey I have discovered what is potentially my true calling, that of a teacher and educator. While I still consult across the PR and marketing communications universe (these days skewed to social media and content marketing), I am now following a parallel path teaching and helping others through my speaking, training and writing. After more than 20 years as a practising PR consultant, I have been able to change course and hit the refresh button on my career. I know I’m not the only person to want to do that! But enough of the PR Warrior — this book is seriously jam-packed with meaty examples of far more talented people from around the globe who are channelling their knowledge and their zeal into truly xxi

flast.indd 21

24/12/12 9:24 AM


microDOMINATION

awesome micro maven packages. These people are in many ways remarkable. They’re doing noteworthy things, living their lives on their own terms, creating and making money from their ideas, their passion and their sheer will and brainpower. When I started to look around at the people I followed, whether via their blogs, books, videos or podcasts — or more likely a combination of any or all of the above — I started to recognise some commonalities between them. Then I spread the net wider still to areas not necessarily in my field of vision — beyond business, marketing, PR and social media — and examined subject matter experts from across a range of different fields. Still, similar patterns and characteristics among these people began to emerge. Then in 2011 I attended BlogWorld’s New Media Expo in Los Angeles and quickly latched on to the fact things were moving way beyond blogging to serious multimedia content creation and, broadening from that, bloggers (and podcasters and vodcasters) were starting to build impressive personal profiles in their niche and beyond. Closer to home, I looked at what I was doing myself as the PR Warrior; how in my own small way I was developing a profile and growing in influence and, as a result, attracting opportunities that in all probability wouldn’t have been open to me had I not gone down this path. I discovered patterns were forming and a definite trend was emerging on a global scale, and with the kind of speed one expects in today’s hyper-connected world. To some people who have been operating deep inside the bowels of the social web for some time — established bloggers and active social media enthusiasts, for example — this trend may already be evident to you. To the broader world, however, it’s a definite eye-opener — the notion you can harness your expertise and your passion, develop a online platform, build your personal brand and grow a sustainable business enterprise around it, literally from the comfort of your own home and without much in the way of financial investment. This is the stuff that makes people sit up and take notice! xxii

flast.indd 22

24/12/12 9:24 AM


Introduction

Too many bloggers, I think, tend to focus just on the blog itself and how they can boost traffic in order to monetise it. However, eyes open and ears cock when bloggers are confronted with the realisation it’s not the blog as such that makes the money, but the brand you build as a result of producing worthwhile content and connecting with a broader audience using social media tools. It’s the brand, or reputation, that attracts allies, advocates and supporters, and that ultimately leads to sales, partnership opportunities and personal benefits. And finally, as I give a lot of talks to organisations and business groups around the country, I’m often intrigued to learn that top-line bloggers such as Chris Brogan, Darren Rowse, Marie Forleo, Mari Smith and Gary Vaynerchuk (all of whom appear in these pages) are simply not known. Granted, they’re not exactly household names, but I’m surprised that people, in business circles particularly, do not know who at least some of these people are and what they have been able to achieve.

So who will benefit from this book? microDOMINATION will appeal to anyone with a passion for, expertise in or knowledge of a particular niche area, topic or subject, who is keen to increase their profile in that space with the aim of developing a sustainable living from the personal brand they build. This includes a range of different types of subject matter experts, such as: ■■

■■

Vocational professionals including marketing consultants, financial planners, e-publishing gurus, property investment advisers, business coaches, fitness instructors, lawyers, physiotherapists, management specialists, WordPress designers and app developers. Lifestyle experts or hobbyists in any number of fields such as dating, interior design, health and fitness, sewing, dog training, vintage fashion, vegetarian cooking, minimalist living and budget travel.

xxiii

flast.indd 23

24/12/12 9:24 AM


microDOMINATION

■■

Bloggers, podcasters and vodcasters including anyone who has a growing online platform in a particular space and is keen to kick things up a notch and start making money from, or building a business around, their expertise.

Who won’t benefit from this book? It’s important to acknowledge what microDOMINATION is not. This is not a get-rich-quick book. Seriously. It’s not about making your fortune working just four hours a week and selling millions of dollars of products via the internet while sipping margaritas by the pool. Like anything in life, hard work and a laser-like focus are required if you want to break through and make a name for yourself in your chosen field, and thus reap the rewards accordingly. If you want to make a million dollars quickly and with minimal effort, please, this book is not for you.

xxiv

flast.indd 24

24/12/12 9:24 AM


Chapter 1

From small-time personal profile to global microbrand

Life is too short to be small. Benjamin Disraeli, British Prime Minister

Back in August 1997, management guru and best-selling author Tom Peters first put the concept of personal branding on the map with a cover story for Fast Company magazine entitled ‘A brand called you’. The article instantly became a classic, representing the Zeitgeist for the business world at the time. He wrote: It’s time for me — and you — to take a lesson from the big brands, a lesson that’s true for anyone who’s interested in what it takes to stand out and prosper in the new world of work. Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.

Fast forward to today The concept of the personal brand — or Brand You as Peters calls it — still holds true, but thanks to technology and the hyper-growth of social media, it’s been enhanced with digital steroids. Yesterday’s

3

c01.indd 3

1/2/13 8:49 AM


microDOMINATION

personal brand has given way to its bigger, more prosperous sibling: the global microbrand. While the concept of the global microbrand itself is not new — cartoonist and keen social media observer Hugh MacLeod popularised the phrase in 2005 on his gapingvoid blog, describing it as ‘a small, tiny brand that “sells” all over the world’ — it has only in recent years become a true phenomenon, fuelled by the growth of social media combined with people’s willingness to communicate, connect and collaborate through web-based technologies. The ability for an individual to create, build, grow and leverage a sustainable global brand from anywhere in the world is today a reality. We have the technology but, more than that, we — the people — are showing a sizeable appetite for enthusiastic and resourceful entrepreneurs and specialists who inspire, inform or entertain. Of course, if they also have products and services that solve problems for us, so much the better — we are more than happy to buy from them over the internet because we trust the source. In short, the emergence of the micro maven has taken the concept of personal branding by the scruff of the neck and given it an almighty shake. The result is a truly global phenomenon — a fast-developing megatrend that has seen thousands of individuals liberated from the shackles of a nine-to-five job in order to pursue a passion and a lifestyle they love. What could be better than that?

Britney Spears — Oprah Winfrey — Kim Kardashian It’s true we have had global microbrands for years in the form of music, sport, TV and movie stars. Think Madonna, Britney Spears, Michael Jordan, Tiger Woods, Oprah Winfrey, Paris Hilton and Kim Kardashian. However, the key difference between the likes of Madonna, Paris, Tiger, Oprah, and the rest, and micro mavens is they have each

4

c01.indd 4

24/12/12 9:21 AM


From small-time personal profile to global microbrand

had significant traditional media platforms from which to launch themselves. Sure, they needed the talent and the desire and the resolve to win just like today’s new-economy global microbrands, but they also had large-scale sustained marketing machines behind them, rather than being the marketing machine themselves. Not to mention very public stages that attracted the media spotlight along the way. Madonna and Britney Spears had record deals that resulted in radio and TV airplay of their songs. This led to millions of dollars in sales, which led to media coverage, which led to sell-out concerts around the world, and on it goes. Michael Jordan had a very public stage — the NBA basketball courts — on which to strut his stuff and launch his brand. But let’s not forget Nike’s massive advertising spend, which ensured the Jordan name was known and desired across the globe. Ditto Tiger Woods. He became well known in golfing circles before exploding into the mainstream, once again thanks to Nike’s humungous marketing budget. Oprah was a local media personality who used Chicago television network WLS-TV as a springboard to leverage her brand into mainstream consciousness after her show gained national US syndication in 1986. The Paris Hilton story is a little different in that she attracted media attention in the first place because she is the great-granddaughter of Conrad Hilton of Hilton Hotels fame. Famous for her party girl antics, Hilton didn’t have a platform initially, other than having loads of money, striking blonde hair and access to all the big parties that only the rich and famous were invited to. This led to coverage in celebrity magazines and the tabloid press, which created mass exposure resulting in a public profile that led to a reality TV series called The Simple Life with singer Lionel Richie’s daughter Nicole. With her TV platform in place, editorial exposure of Hilton continued to grow, in turn leading to a bulging portfolio of endorsements, paid public appearances and the requisite book, record and movie deals. Oh, and the homemade sex tape of Hilton 5

c01.indd 5

24/12/12 9:21 AM


microDOMINATION

romping with ex-boyfriend Rick Salomon that became an internet sensation in 2003 didn’t do her profile any harm either! Kim Kardashian has traversed a similar path, with potentially even greater and more devastating entrepreneurial effect. In her book Celebrity, Inc: How Famous People Make Money, Jo Piazza claims that everything Hilton did, Kardashian did better. According to Piazza, Kardashian used the Paris Hilton business model of personal exploitation coupled with the distribution platform of reality TV to sell herself and related products. In an excerpt from the book on CelebrityNetWorth.com, Piazza writes: ‘Kardashian’s advantage was that as the second mover in the market, she was able to learn from Hilton’s abundant mistakes’. And, like Hilton, Kardashian’s nascent career got an unexpected boost when her X-rated home video with R&B singer Ray J hit the internet in 2007. Madonna, Spears, Jordan, Woods, Winfrey, Hilton and Kardashian all have one thing in common: they got past a gatekeeper of some kind. Despite their obvious talent, Madonna and Spears both had to be identified and shepherded through the process by a record company. Jordan had to be signed by the University of North Carolina before being drafted by the Chicago Bulls; Woods needed the top brass at Nike to recognise his potential before he became the brand’s golf ambassador. Winfrey, Kardashian and Hilton all needed TV executives to give them the green light before the public saw them on TV. Even the biggest movie stars in the world got their break at some stage thanks to an eagle-eyed film director or producer. In other words, all these big stars — major personal brands in their own right — needed someone in a position of power to give them their first major break. Indeed, many of them needed a number of breaks before they made it big. Actress Nicole Kidman began her career in 1983 and it took seven years before she hit it big with the Tom Cruise racing action flick Days of Thunder. Before she became an international household name, Kidman needed producers and directors — gatekeepers — to take a chance on her and give her the green light.

6

c01.indd 6

24/12/12 9:21 AM


From small-time personal profile to global microbrand

Whereas the powerful media-driven personal brands of Madonna, Hilton, Winfrey and Jordan have had multi-million dollar marketing machines behind their rise, micro mavens as a rule bootstrap their way to success — they intuitively understand the power of the social web and have been able to harness it to connect their personal brands with the global marketplace for commercial gain. Major media celebrities have teams of marketing and PR experts behind them, carefully crafting and polishing their public image to the point where you get the feeling that even their private moments have been manipulated for public consumption. Micro mavens, on the other hand, are the real deal in a ‘what you see is what you get’ way. When Chris Brogan tweets, you know it’s him doing the tweeting. Every word he writes in his blogs and his articles can be attributed to him. When Gary Vaynerchuk launches into a rapid-fire rant about the future of business and technology, you know he’s speaking from the heart and not some publicist’s script. When Ashley Ambirge from The Middle Finger Project loads her copy with dollops of sassiness, cheekiness and double entendre, you know it’s genuine because that’s how she rolls. When relationship marketing specialist Mari Smith provides tips on how to get the most out of Facebook from a personal branding perspective, you know she does it because she truly believes in adding value to people’s lives. Micro mavens are not actors, singers, athletes or reality TV stars. They will never be as famous or make as much money as a bigtime media celebrity like Kim Kardashian, but then, that’s not the point. Micro mavens are essentially major niche players. Hilton and Winfrey, on the other hand, are about as mainstream as you can get.

Riches in niches While niche markets have been around forever, today, thanks to the internet, it’s possible to hit gold by eschewing the mainstream marketplace and instead adopting a laser-like focus. And neither is niche exactly small anymore, not when the entire connected

7

c01.indd 7

1/2/13 8:49 AM


microDOMINATION

world is your market. Niche could be your lifestyle, passion, hobby, expertise, industry or profession, or any combination thereof. The word global, for all intents and purposes, could be whatever your world is. Want to be a big fish in your own pond (country, city)? That’s fine, but remember it doesn’t need to be that way. Not now, or in the future. Today you can build an army of fans — read: customers, prospects, influencers  —  across all four corners of the globe, from Iceland to Mexico, Nova Scotia to New Zealand, Johannesburg to Ireland. The micro maven’s legion of fans, friends and followers are indeed widely spread, albeit super-connected via the social web. Today, you can develop information-based products on the run and sell them either through your own website or a network of affiliate partners — while you sleep! Being a micro maven is a 24/7 business after all. You can potentially make money at all hours of the day. Many of the micro maven entrepreneurs mentioned in this book leverage their deep and wide digital footprints to build communities of supporters, fans and advocates who, in turn, willingly spread the word among their personal networks of friends and peers. They variously write — blogs, books, e-newsletters and magazine articles — produce videos, podcasts and e-courses, present keynote speeches, run seminars and workshops, develop products and branded merchandise, and consult to individuals as well as companies big and small. Some even leverage their personal cachet by partnering with other like-minded brands in joint venture deals. For example, in his book microMARKETING, author Greg Verdino tells the story of YouTube make-up queen Lauren Luke, who is the brains, heart and soul behind cosmetics brand By Lauren Luke. She teamed up with retail giant Sephora to bring her product line to market. Being a micro maven doesn’t necessarily mean staying solo or operating with the help of a team of local and international virtual assistants, although many do. Micro mavens such as Gary Vaynerchuk, author of the best-selling books Crush It and The Thankyou Economy and the driver behind a $60 million family 8

c01.indd 8

24/12/12 9:21 AM


From small-time personal profile to global microbrand

business called Wine Library, and Brian Clark, co-owner of Copyblogger Media LLC, which has multiple lines of business, including online education and software development, have both created serious businesses off the back of their formidable personal brands. Clark, for example, has five partners scattered across various businesses and employs 15 people. Vaynerchuk teamed up with his brother AJ to set up a brandconsulting firm called VaynerMedia; the agency exploded out of the blocks, notching up clients such as Pepsico and the New York Jets and establishing offices in New York and San Francisco — not bad for a start-up only a few years old. These entrepreneurs run serious business operations and, in the case of Vaynerchuk particularly, are hurtling towards global celebrity status within their niche.

Tidal waves of change Today’s obvious tidal wave of change is centred on new technology, specifically publishing platforms, such as blogging, video and podcasting, as well as social networks, including Twitter, Facebook, LinkedIn and Google+. The ubiquity of social technologies — now easily accessible on smartphones and tablet devices such as the iPad — has meant growing numbers of people are now exposed to internet-based applications, and the rate of take-up across all age groups is dizzying. More than that, we’re enjoying leveraging technology to do what we’re hardwired as humans to do, and that is to socialise with one other. The socialisation of the world generally, and the marketplace specifically, is largely underpinning the micro maven trend. The second tidal wave of change is more cultural and not as easy to define. It feeds perfectly in to what is now a well-established trend: people are becoming increasingly dissatisfied with the jobs they do and the work environments in which they spend much of their working day or night. This notion of people becoming increasingly frustrated and dissatisfied at work has been bubbling

9

c01.indd 9

24/12/12 9:21 AM


microDOMINATION

away for years, but received a mighty kick-along thanks to the global financial crisis. The bottom line is that people are seeking more purpose and happiness in their lives. They’re not getting it sitting in a cubicle nine to five. They’re not getting it slaving over a smartphone answering emails well into the night on behalf of the company that employs them. People are seeking work that’s more meaningful. Work that jazzes them up, fuels their appetite for life and gets them out of bed in the morning. Financial independence is also important, but often it plays second fiddle to a choice of lifestyle that gets the blood pumping. According to the Manpower Group Annual Survey for 2011, five out of six adults in North America are considering changing jobs. Five out of six? What the …? No wonder people are jumping out of their skin trying to find an alterative to the same old, same old!

10

c01.indd 10

24/12/12 9:21 AM


Chapter 2

Meet the micro mavens

Your most valuable currency is what comes naturally to you. Cash in. Danielle LaPorte, author of The Fire Starter Sessions

In this book you will meet a veritable smorgasbord of interesting, passionate and whippet-smart people of varying ages and backgrounds, each of whom in their own way has harnessed social media and content marketing strategies to develop their platform, build their brand and grow their business, while also forging an independent lifestyle that does not require them to trudge into a company’s office every day and work in a cubicle. Mostly I have used the following individuals as examples throughout the book to illustrate a point or reinforce a certain action; a number of them are also the subject of more in-depth profiles in chapter 10. Unlike Hollywood stars or television and sports personalities, the individuals I talk about are not necessarily names you will recognise, but in their niche or area of specialisation they are well known, influential and respected. Heading the list are nine individuals I refer to as the pioneers. They are well-established micro mavens who continue to take things up

11

c02.indd 11

24/12/12 9:21 AM


microDOMINATION

a notch or three. They have in their respective ways forged paths that we can look at and learn from. All have achieved considerable success within their fields, as well as experiencing the odd misstep along the way — this often happens when you blaze a trail that not many have taken before you. Fact is, because these people live a large chunk of their lives online — sharing their knowledge and telling stories through books, interviews and blog posts — we can glean much information about who they are, and how they started and still run their businesses. No-one epitomises the micro maven phenomenon more than these nine pioneers: Chris Brogan, Jonathan Fields, Marie Forleo, Chris Guillebeau, Danielle LaPorte, Trey Ratcliff, Darren Rowse, Pamela Slim and Gary Vaynerchuk. Collectively they tend to skew more towards the personal and professional development side of things, with a view to helping people become more successful in business. To be fair, there is often a natural tendency to head in this direction when you’re an expert and teaching is a large part of your remit.

The pioneers Chris Brogan is a former employee in the space of enterprise telecommunications and wireless; he was mostly unknown a few years ago but now has a dedicated following in the hundreds of thousands. Today, Brogan is a sought-after professional speaker; he writes best-selling books, runs a growing business design company, sits on several advisory boards and commands $22 000 for a day of his time. Website: www.chrisbrogan.com Twitter: @chrisbrogan Google+: www.plus.google.com/+ChrisBrogan

12

c02.indd 12

24/12/12 9:21 AM


Meet the micro mavens

Jonathan Fields is a former Wall Street securities and hedge-fund lawyer who burnt out, became a wellness industry entrepreneur and is now wears multiple hats: best-selling author, innovation catalyst and professional speaker. Fields operates at the intersection of personal development, entrepreneurship and marketing; he writes an AdAge Power 150-listed blog and hosts a popular web video program called Good Life Project TV. Website: www.jonathanfields.com Twitter: @jonathanfields Facebook: www.facebook.com/jonathanfields Marie Forleo is a self-described multi-passionate entrepreneur who started her career as a trading assistant on the New York Stock Exchange, became an MTV hip-hop choreographer and Nike Elite dance athlete, and ultimately rejected a position at Vogue magazine to concentrate on her side hustle as a life coach. Today she runs a multi-million dollar training business, and her newsletter and weekly videos attract an audience of over 90 000 people from 188 countries worldwide. Website: www.marieforleo.com Twitter: @marieforleo Facebook: www.facebook.com/marieforleo Chris Guillebeau is a non-conforming high school dropout who volunteered to work on a hospital ship in West Africa before becoming a much-travelled entrepreneur and best-selling author. He now helps people live unconventional, remarkable lives via his blog, books, information-based products, public speaking and events. Website: www.chrisguillebeau.com Twitter: @chrisguillebeau Facebook: www.facebook.com/artofnonconformity

13

c02.indd 13

24/12/12 9:21 AM


microDOMINATION

Danielle LaPorte is a Vancouver-based former communications strategist turned online entrepreneur, motivational speaker and bestselling author. Once described as ‘forty-something, tattooed, and versed in Buddhism and P&L statements’, LaPorte fuses spirituality and business nous to help guide would-be entrepreneurs on their journey to authenticity and self-discovery. Website: www.daniellelaporte.com Twitter: @DanielleLaPorte Facebook: www.facebook.com/danielle.laporte.9 Trey Ratcliff is a self-confessed ‘warm-hearted, old-school gentleman explorer with really cool toys’ who took his passion for travel photography and turned it into a monstrously popular blog called Stuck In Customs. On average, the photos attract over 175 000 views per day across various online channels, while his Pinterest account has roughly 3.5 million followers. He also speaks, develops photography tutorial packages and runs his own e-book publishing company, flatbooks.com. Website: www.stuckincustoms.com Twitter: @treyratcliff Facebook: www.facebook.com/treyratcliff Darren Rowse is a former part-time church minister who traded unpacking boxes in a warehouse for a life as a professional blogger. Today, Rowse runs a thriving global e-publishing business as well as an events offshoot; he speaks professionally and has fronted a promotional campaign for Tourism Queensland, making him

14

c02.indd 14

24/12/12 9:21 AM


Meet the micro mavens

the complete micro maven package and personification of what’s possible in today’s hyper-connected world. Website: www.problogger.net Twitter: @problogger Facebook: www.facebook.com/problogger Pamela Slim is a corporate escapee turned business coach who learned some of her best skills not in the boardroom but from gang members on the streets of San Francisco. With a background that includes teaching martial arts, Slim uses her blog, book, online courses, coaching sessions and events to help frustrated corporate employees escape the cubicle and start their own business. Website: www.escapefromcubiclenation.com Twitter: @pamslim Facebook: www.facebook.com/pamslim Gary Vaynerchuk is a Russian-born wine merchant with a big personality who shot to prominence with his daily online video Wine Library TV; today, in between obsessing over the New York Jets, Vaynerchuk oversees a burgeoning portfolio of book deals, angel investments and high-profile speaking gigs, not to mention his growing bi-coastal brand-consulting agency, VaynerMedia. Website: www.garyvaynerchuk.com Twitter: @garyvee Facebook: www.facebook.com/gary

15

c02.indd 15

24/12/12 9:21 AM


microDOMINATION

In this book you will also meet … Ashley Ambirge, self-described ‘foul-mouthed online marketing sex pot’ who in 2006 entered the real world, hated the real world … and then decided the real world is what you make it! Her blog-based business — the delightfully named The Middle Finger Project — is a lesson in the importance of consistency of brand across all products and online touch-points. Website: www.themiddlefingerproject.org Twitter: @TMFproject Facebook: www.facebook.com/TMFproject Nicole Avery, an Australian mum of five who turned her flair for spreadsheets and home organisation into a diversified business built around her personal brand. With typical careful planning, Avery has grown her blog to more than a million visitors per year, along the way creating an array of products including e-books, a family calendar and menu planner iPhone app. Website: www.planningwithkids.com Twitter: @planningqueen Facebook: www.facebook.com/PlanningWithKids Farnoosh Brock, a successful corporate executive who took a pragmatic path to entrepreneurship, eventually trading a ‘6-figure, super easy, work-from-home 11.5 year career’ to establish Prolific Living, a personal development business based around her lifestyle and work-style design philosophy. Website: www.prolificliving.com Twitter: @prolificliving Facebook: www.facebook.com/ProlificLiving

16

c02.indd 16

24/12/12 9:21 AM


Meet the micro mavens

Brian Clark, the giant of online marketing who has built a miniempire off the back of his blogging and content marketing strategies. Today, along with his growing team, he provides training advice and software solutions that empower people to grow their own successful online businesses. Website: www.copyblogger.com Twitter: @copyblogger Facbook: www.facebook.com/CopybloggerMedia Mignon Fogarty, a science and technical writer who turned her passion for grammar into a thriving new media network, built on the back of the huge success of her Quick and Dirty Tips for Better Writing podcast, which has been downloaded more than 40 million times, spawning a series of books, branded merchandise and more than 300  000 fans and followers across Facebook and Twitter. Website: www.grammar.quickanddirtytips.com Twitter: @grammargirl Facebook: www.facebook.com/GrammarGirl David Siteman Garland, the effervescent creator and host of one of the internet’s longest running web shows, The Rise To The Top, which boasts an audience of over 250 000. Garland is also an author, professional emcee, consultant, one-on-one business coach and originator of a major online event, The Talk to the Top. Website: www.therisetothetop.com Twitter: @TheRiseToTheTop Facebook: www.facebook.com/risetothetop

17

c02.indd 17

24/12/12 9:21 AM


microDOMINATION

John Jantsch, a renowned small business marketing guru whose blog, podcast and newsletter combination form the basis of the Duct Tape Marketing mini-empire that spans consulting, speaking and workshops, books and online training products. Website: www.ducttapemarketing.com/blog Twitter: @ducttape Facebook: www.facebook.com/johnjantsch Valerie Khoo, the former accountant turned journalist and entrepreneur who successfully manages to mesh her combined interests of storytelling and business into the one dynamic personal branding package on and offline. She is the founder of the Sydney Writers’ Centre, author of the book Power Stories and a founding investor in start-up www.socialcallout.com. Website: www.valeriekhoo.com Twitter: @valeriekhoo Facebook: www.facebook.com/valeriekhoo Dustin Maher, the young fitness guru known as America’s Trainer to the Moms who in six years turned his small local fitness company into a national business with 10 locations, 28 DVDs, a published book and two Facebook communities, including one that has over 400 000 ‘likes’. Website: www.dustinmaherfitness.com Twitter: @fitmomsforlife Facebook: www.facebook.com/FitMomsForLife

18

c02.indd 18

24/12/12 9:21 AM


Meet the micro mavens

Nikki Parkinson, a former journalist and magazine editor who won a national blogging title (2011 Best Blogs in Australia competition) with Styling You, a popular real-girl guide to fashion, beauty and life. Parkinson is a micro maven on the rise: she speaks professionally, has partnered with brands and featured in television advertorials. Website: www.stylingyou.com.au Twitter: @stylingyou Facebook: www.facebook.com/StylingYou Cliff Ravenscraft, the go-to guy for everything podcasting who left his job in insurance to pursue his passion for creating audio content. Today Ravenscraft manages a thriving six-figure business as a podcast producer, consultant and coach. Aside from being a prolific podcaster, he also runs an intensive podcasting training course and sells audio equipment packages. Website: www.podcastanswerman.com Twitter: @gspn Facebook: www.facebook.com/cliffravenscraft Dan Schawbel, a young blogger, author, columnist, online magazine publisher, speaker and consultant dubbed by Fortune Magazine a ‘twenty-something personal branding czar’. Schawbel’s Boston-based research, training and advisory firm, Millennial Branding, helps blue-chip companies such as American Express and TimeWarner better understand their Gen-Y employees. Website: www.danschawbel.com Twitter: @DanSchawbel Facebook: www.facebook.com/danschawbel

19

c02.indd 19

24/12/12 9:21 AM


microDOMINATION

Natalie Sisson, the nomadic Suitcase Entrepreneur, whose mission is to help people create freedom in business and adventure in life. Her speciality is ensuring entrepreneurs find creative ways to run their businesses from anywhere in the world using online tools, social media and outsourcing. Website: www.suitcaseentrepreneur.com Twitter: @suitcasepreneur Facebook: www.facebook.com/suitcaseentrepreneur Mari Smith, the vivacious Scottish-Canadian professional development entrepreneur, Facebook authority and relationshipmarketing expert — the ‘Pied Piper of the Online World’, according to online business magazine Fast Company. Smith continues to build a rapidly growing mini-business empire around her two loves: people and technology. Website: www.marismith.com Twitter: @marismith Facebook: www.facebook.com/marismith Brian Solis, a principal analyst at Altimeter Group, a research and advisory firm that helps companies make sense of a world disrupted by technology. As an award-winning author, prominent blogger and speaker, Solis has worked tirelessly to position himself squarely at the intersection of social media, technology, business, marketing and culture. Website: www.briansolis.com Twitter: @briansolis Facebook: www.facebook.com/thebriansolis

20

c02.indd 20

24/12/12 9:21 AM


Meet the micro mavens

Ana White, an Alaskan housewife and homemaker who turned her knack for DIY handmade furniture-making into a thriving blogbased community that attracts between two and three million page impressions a month, enabling her to generate sufficient revenue via advertising, appearances and endorsements to fully support her family. Website: www.ana-white.com Twitter: @_anawhite Facebook: www.facebook.com/knockoffwood

What the micro mavens are about For these micro mavens, it’s less about the money and the fame and more about building an interested, and interesting, hyper-connected community, a sustainable business and a respectful brand on and offline. These people don’t make records. They’re not sports stars, radio personalities or wannabe reality television celebrities. They don’t necessarily crave the spotlight and, importantly, they don’t rely on a third party, like a record company or television network, to provide them with the platform from which to build their brand and grow revenue streams. They do it themselves using new media technologies and a hefty dose of creative smarts. Check out these micro mavens further to get acquainted with their work and how they go about their business; alternatively, you can use this list as a reference point as you work your way through the book. Follow the micro mavens on Twitter, read their blogs, watch their videos and, if they have them, listen to their podcasts, and Google them and see what pops up. I assure you, you will be educated and inspired in equal measure!

21

c02.indd 21

24/12/12 9:21 AM


About the author Speaker, consultant, content creator and start-up entrepreneur, Trevor Young is a true PR Warrior on the front-line of the communications revolution! A recognised blogger and marketing communications practitioner, Trevor’s goal is to help companies, organisations and individuals increase the intensity of connection they have with the people who matter most to the success of their business, cause or issue. He does this through his hybrid consulting, training and publishing practice. Over the past five years, Trevor has built a reputation as a speaker and commentator on the topics of PR, social media, content marketing and what it takes to be a ‘connected brand’ in today’s hypernetworked marketplace. He writes regularly for LeadingCompany and Samara Magazine. SmartCompany.com.au named Trevor’s blog one of the 25 Best Business Blogs in Australia in 2011. Connect with Trevor Website: www.trevoryoung.me Facebook: www.facebook.com/prwarrior Twitter: @trevoryoung LinkedIn: www.linkedin.com/in/trevoryoung ix

flast.indd 9

24/12/12 9:24 AM


ON THE FRONT-LINE OF THE COMMUNICATIONS REVOLUTION …

TREVORYOUNG

speaker | trainer | consultant | content creator | trevoryoung.me

Trevor operates on the front-line of the communications revolution as a speaker/trainer, consultant and content creator; he is available for selected consulting assignments plus speaking engagements (MORE: bit.ly/speakingtopics) — follow his blog at www.prwarrior.com

THE WAY OF THE WARRIOR is Trevor’s exclusive membership site where he teaches and guides a select group of progressive small business owners and entrepreneurs on how they can more effectively use PR, social media and content marketing to build their brand and grow their business — www.wayofthewarrior.com.au

THE REACH KIT is an online DIY social media marketing course for small business owners, developed by Trevor in collaboration with social media consultant and community manager, Yvonne Adele (@yvonne_adele) — www.thereachkit.com

advert.indd advert.indd 223 223

21/12/12 24/12/12 9:55 9:21AM AM


First published in 2013 by John Wiley & Sons Australia, Ltd 42 McDougall St, Milton Qld 4064 Office also in Melbourne Typeset in ITC Berkeley Oldstyle Std Book 11/13 © Trevor Young The moral rights of the author have been asserted National Library of Australia Cataloguing-in-Publication data: Young, Trevor. Author: Title: Microdomination: how to leverage social media and content marketing to build a mini-business empire around your personal brand / Trevor Young. ISBN: 9781118505649 (pbk.) Notes: Includes index. Subjects: Small business — Management. Small business marketing. Social media — Economic aspects. Internet marketing. 658.4012 Dewey Number: All rights reserved. Except as permitted under the Australian Copyright Act 1968 (for example, a fair dealing for the purposes of study, research, criticism or review), no part of this book may be reproduced, stored in a retrieval system, communicated or transmitted in any form or by any means without prior written permission. All inquiries should be made to the publisher at the address above. Cover design by C. Wallace Internal design by Peter Reardon, www.pipelinedesign.com.au Author image by Neil Creek Social media icons on pages 50, 51, 64 and 96 © Orman Clark, www.premiumpixels.com Printed in Singapore by C.O.S. Printers Pte Ltd 10 9 8 7 6 5 4 3 2 1 Disclaimer The material in this publication is of the nature of general comment only, and does not represent professional advice. It is not intended to provide specific guidance for particular circumstances and it should not be relied on as the basis for any decision to take action or not take action on any matter which it covers. Readers should obtain professional advice where appropriate, before making any such decision. To the maximum extent permitted by law, the author and publisher disclaim all responsibility and liability to any person, arising directly or indirectly from any person taking or not taking action based on the information in this publication.

ffrs.indd 4

24/12/12 9:25 AM


Contents

Acknowledgements vii Introduction 1 1 Your retirement (pipe) dreams

7

2 A fulfilling life (and why money won’t buy it) 3 The success mindset

43

4 Finding your passion

63

5 How to make money online

79

6 How to sell yourself online

103

7 Creating your own products 8 What’s next? Glossary

19

127

151

161

Useful resources Website examples

165 169

Index 171

iii

HTR12M_BOOK iii

28/02/11 9:30 AM


Introduction

In the beginning … It is 10:30 am. I am lying on my bed, buzzing! The warm spring air is heavy with moisture, and the breeze floating through my open window brings the call of birds and the smell of fresh cut grass. Just as I begin to write, a lawn mower starts up nearby, spilling petrol fumes and noise; the bliss is gone but the buzz remains … I have an idea! After four years cutting my teeth in business, I have formed a cunning plan. I am going to retire … within 12 months! I will create a low-maintenance income of $2000 a week and I will blog the whole journey in case other people want to do the same. John (my husband) loves it! He said that it is the best idea he has heard from me and he is thrilled to be there at the genesis of it. That is all the encouragement I need. I am off ! That was 12 months ago. It was part of my first blog, and much has changed since then. On 12 December 2009, with a business partner, I launched a website designed to create a 1

HTR12M_BOOK 1

28/02/11 9:30 AM


How to Retire in 12 Months

low-maintenance income within 12 months. This would allow me the freedom to do whatever I want — I can even pack up, sell up and leave Bondi, where I have been living for the last five years, for some long-awaited travel. Now, 12 months later, for the first time in my life there is a sense of freedom in my plans because I’m not tied down to anywhere and I don’t have to come back! This is a real change to my lifestyle, and very exciting. So how did I do it? Well, that’s why I’ve written this book, to show you how you can take this journey as well. The first half relates to retirement, the mindset and the approach you need to make this lifestyle possible. The second half provides a practical guide to how you too can start your own journey to creating a low-maintenance income focusing on a topic that you are passionate about on the internet. All of this is based on my own journey, and throughout the book I will share with you exactly what I did to create the business and what worked and what didn’t work. The examples I share are all real, from actual businesses run by ordinary people like you and me. And, more importantly, they are mostly from people who had no idea about internet-based business but who were passionate about something and willing to learn as they went.

Life is not always breezy Everyone has a story that ends with where they are at this exact moment. Your story is made up of the moments that define your experience of living. I wouldn’t be where I am today if it wasn’t for my experiences and so I have included some of them throughout the book. My early years had some complications, and then when I was 12 my parents split up and I went from living in posh, hightech, high-rise Hong Kong with a maid, government benefits and private schools to living in a small flat in a small town in New Zealand with nothing but what we had in our suitcases. Without the financial support we were accustomed to, our

2

HTR12M_BOOK 2

28/02/11 9:30 AM


Introduction

situation became really difficult. Alone with five kids under the age of 13, even with three part-time jobs my mum struggled to make ends meet. My siblings and I were entrepreneurial from the beginning. As well as milk runs and part-time jobs, we made many creative attempts to earn some extra pocket money. I spent a year or two making jewellery to sell to the parents of the kids at school, but more lucrative was all the cheap trinkets we could pick up once a year when we had the opportunity to visit dad in Hong Kong. The profits from what we could carry in silk sheets, watches, clothes and toys was an opportunity not to be missed, and for the few weeks while we sold our ‘stock’ we felt like kings.

Money madness! From a young age I have seen money make people crazy; the yearning for it, the having of it and the not having enough of it. My childhood was one of extremes of being wealthy and being poor. As an employee I worked my way up the ladder until I was able to spend several years earning a good wage with lavish, all-expenses-paid holidays in luxurious tropical destinations. Then as an entrepreneur I took a risk and started from scratch once more, tumbling down to rock bottom and working my way up again. With these extremes in the game of wealth I have come to believe that money is something that makes life easier and it gives you more choices, but at the end of the day what you get out of life comes down to your mindset and making the most of each day you have. I have been blessed to discover that the relationship between wealth and happiness is tenuous to say the least. Today I have found my happy middle ground. I have created a sustainable income that is sufficient to meet all my needs in a field that contributes to others. I have found a way to use the things I am most passionate about to create value in a way that requires little effort to maintain, and I have created a business

3

HTR12M_BOOK 3

28/02/11 9:30 AM


How to Retire in 12 Months

that I can manage from anywhere in the world. I make money while I sleep. While I am not yet rich beyond my wildest dreams, we have only just begun.

From burgers to business coaching My background has given me the opportunity to know people from all walks of life. What I have learned is that everyone has the opportunity to do well. Anyone who is willing to dream and take action (often outside their comfort zone) has the opportunity to make what can seem impossible, possible. I have seen very determined people who were struggling either personally or financially triumph through persistence and passion. I have also witnessed very intelligent and privileged people living small lives because they are unwilling to deal with the discomfort of stepping into the unknown. If you are reading this book you probably have an interest in creating more freedom, financial stability or fulfilment — or all three. Every one of these things is possible with the ideas and instructions in this book, but you need to bring to it a willingness to take action, and to take action now! For this reason I have included exercises for you to work through so you can find your own passions and develop them into something that can create an alternative source of income for you. I have worked hard in every job I’ve had, whether flipping burgers, telesales, IT sales, event management or being an entrepreneur or business coach. I have looked to create a lifestyle that would give me the freedom to spend my time doing the things I am most passionate about, and I have found it. The result is my 12-month adventure to retire young, and that is what I am sharing with you right now.

Why 12 months? I chose 12 months because it is short enough that you can make plans, but long enough that anything can happen. In 12 months

4

HTR12M_BOOK 4

28/02/11 9:30 AM


Introduction

you can fall in love, change career, travel the world, have a baby, win it all or lose everything. In 12 months you can create a complete life change — I know, I’ve done it! The reality is that this is not rocket science … it is actually the simplicity that has surprised me. If this book at least inspires you to re-evaluate and rediscover your passions, your dreams and what you want to achieve, that’s a start. But I will of course be much happier if you write to me this time next year to let me know that you have retired and are spending your days doing what you love.

Who should read this book? This book is for anyone who wants to take their life by the horns and create their dream lifestyle. It is for people who are not afraid to try something new, for those of you who are prepared to get on the court and play an adventurous game of life. And if you are afraid to try new things, this book will help you get over it. If you are a sceptic or cynic, you will read the book with scepticism and cynicism. That’s fine, but do not expect the same results as someone who is prepared to embrace positive concepts, attitudes and the idea that maybe, just maybe, anything is possible. I invite you to leave your scepticism and cynicism at the door while you read the book. I promise that they will be waiting for you when you are done … if you want them back.

On a practical note … Throughout this book there are exercises to help you turn your own dreams and ideas into business concepts. If you are interested in really making the most of this, get a dedicated notebook or open a new file on your computer to work on your answers and ideas along the way. If you wish to download the worksheets they are available on my website. Go to: <www.retireyoung.com.au> Password for book resources: passion99 5

HTR12M_BOOK 5

28/02/11 9:30 AM


How to Retire in 12 Months

The second half of the book covers technical information on how you can create your own internet business. I have simpliďŹ ed much of it to make it more easily digestible. For those who need more information I have included all of the example websites, abbreviations, terms and phrases at the back of the book, and more advanced instructions and guides are available on the website. So sit back, relax and enjoy! Serena Star-Leonard Bondi, February 2011 <www.retireyoung.com.au>

6

HTR12M_BOOK 6

28/02/11 9:30 AM


Chapter 1

Your retirement (pipe) dreams

Retirement: the traditional view The bad news is that although most people have fantasies of retirement, for the majority the traditional concept of retirement is precarious. The number of people working past the age of 65 is soaring. Some do so because they enjoy it, but most continue to work because they have to. Every person I know who lives solely on a pension has to be extremely careful with their money. They perpetually ‘do without’ at a time in their lives when medical expenses become greater, and this is when they finally have the freedom and time to enjoy their lives. Many people live week to week financially, and unless there is some sort of compulsory savings or superannuation scheme most people do not have the capacity or incentive to save for the future. Moreover, according to the UN, more than half the 800 million people in the world’s least developed countries 7

HTR12M_BOOK 7

28/02/11 9:30 AM


How to Retire in 12 Months

live below the poverty line; for these people retirement is an inconceivable concept enjoyed by wealthy people elsewhere. Even if we are lucky enough and responsible enough to save throughout our lives, our careful savings or investments are at the mercy of external financial forces; that is, the actions and inactions of corporations and governments. As we know, they are not infallible and we cannot put all our faith in what traditionally have been thought of as fail-safe systems. Most recently during the global financial crisis superannuation savings in Australia dropped in value significantly. In the media we have witnessed people approaching retirement age dealing with the reality that they are no longer able to retire when they planned to and had saved for. Basically, whether we think of it or not, many of us have a glorified notion that we are able to just stop working at 65 and then live the dream life. But in reality, the majority of people in the world will not be in a position to do this … that is if you are still alive and healthy enough to enjoy it! This is not good news when you have been working five days a week for 45 years, and far worse if you don’t get any fulfilment from your job. There is, however, an internationally growing consciousness that life doesn’t have to go that way.

A new age, a new opportunity In this book I give you the tools to turn the preconceived notions of work and retirement on their head. You too have the opportunity to become part of the global network of people who are motivated to find new ways to create their own freedom, fulfilment and financial independence. In fact, if you are reading this book you are already one of them. Wanting to have an easier or more fulfilling life is certainly not a new concept. But in this day and age, people who have the right tools and a commitment to succeed have a better chance than ever before. Using the internet we have 24-hour access to the estimated 1.8 billion people in the world who use it. 8

HTR12M_BOOK 8

28/02/11 9:30 AM


Your retirement (pipe) dreams

Gone are the days when you work in one job, career, city or country your whole life. Things are changing, and it’s time we reviewed how we create value and income over the course of our lives. Of course there will always be a need for jobs, and there will always be plenty of people to work them. But for those who choose it and are willing to put themselves out there — there is another option.

Passion, freedom, lifestyle This book is about creating a business that is designed to give you geographical freedom, time freedom or lifestyle freedom — and, preferably, all three. This is what I propose … if you are game. You too can explore how to create value from your passions, and use that to create a sustainable income using the internet. What this means for you will depend on what you want from life and how big your goals are. For example, if you are a working parent in a two-income family, an extra few hundred a month plus what you save on childcare could be all you need to make it feasible to be a stay-at-home mum or dad. Whereas if you want to maintain a six-figure income when you leave your job you will need to work harder or smarter to achieve it. As far as I am concerned the ultimate job, business or lifestyle is one where I am doing something I love that contributes to the world and that gives me a huge sense of freedom and fulfilment. The best form of income generation gives me everything I need and requires very little time to maintain. What if you could create an income doing something you love that requires very little time to maintain? Does that appeal to you? It’s exactly what I’ve done, and the purpose of this book is to share my journey with you so that you can do it too.

Creating a low-maintenance income is a skill If you are looking for a magic ‘get-rich-quick’ scheme in this book, you are going to be a little disappointed. The day I come

9

HTR12M_BOOK 9

28/02/11 9:30 AM


How to Retire in 12 Months

across a get-rich-quick scheme that actually works, I promise to write another book and share it with you! In the meantime, I can offer you my get comfortable, fulďŹ lled and happy over time system. Creating a low-maintenance income is a skill like any other; you must practise and learn in order to reap the rewards. This system takes some time to develop, which is why I set a time frame of 12 months to reach retirement. It also tends to create surprising results and unexpected opportunities (like writing this book!) that will present themselves along the way. Everything in this book is possible as long as you are willing to learn and practise what will work for you and your areas of interest, your business and your customers. Also, as with everything on the internet, things change at a rate of knots so there is always more to learn.

Staying motivated One thing I found to be highly motivating was the public declaration of my intention to create a low-maintenance income over 12 months. If I am not extremely disciplined I will often leave things to the last minute, especially if they seem hard! For this reason a public declaration really kept me on track and gave me the energy to push through to make sure that things happened when they needed to so that I continued to progress with speed towards my goal. I recommend that you think of something that will really motivate you to achieve your goal. If you are serious about retiring in 12 months you need something or someone big and hairy to keep you on track, otherwise everything will likely drift to the next day, the next week or the next month. Donâ&#x20AC;&#x2122;t let this happen to you.

Generating your own time motivators Time motivators will be your biggest asset, especially if you are working full time, managing the kids, keeping up with your social life and spending time on your relationship and every other

10

HTR12M_BOOK 10

28/02/11 9:30 AM


Your retirement (pipe) dreams

exciting, fun and meaningful — or meaningless — distraction in your life. Time motivators are personal deadlines that you can’t avoid. Have you noticed that when you prepare for hugely important dates that you tend to get things done, no matter how busy you are? If it is important enough to you, you can get huge results, even if it’s at the last minute. Things like getting everything packed before the truck arrives on moving day, finishing assignments at the last minute or getting organised for the big Christmas dinner at your house. These things may seem impossible with everything you have on, but the firm date and the importance of the event gives you a commitment that will have you triumph miraculously over all of the circumstances that are thrown at you. If you are able to bring that same commitment to your lifestyle business, your chances of success will skyrocket. The question is: what is important enough for you that would inspire you to be 100 per cent committed to making your goals work? What scenario would be so important to achieve, or so horrible to fail at, that just the thought of it would put butterflies in your stomach and spur you into action? Think about this as you read through the book, and, if you can, make a public commitment to your success.

Passive versus low-maintenance income In this book I focus on creating a low-maintenance income based on something you are passionate about which allows you to live the lifestyle you really want. I don’t talk about passive incomes because for most people the ability to create truly passive income doesn’t exist. Even people I know who collect a so-called passive income still have their eye on their affairs (such as the stock market or property managers) to make sure they are making money. They still do some work to maintain it. The term passive income is problematic for two reasons. First it gives us a false impression of what we should be aiming for. It gives us the idea that we should be trying to get something for 11

HTR12M_BOOK 11

28/02/11 9:30 AM


How to Retire in 12 Months

nothing. Although there is space for some people in this world to be doing nothing, it is not a right, and it does not lead to fulfilment. On the whole we humans love to achieve, challenge ourselves, succeed, contribute, feel useful and appreciated, and it is from these things that we derive our fulfilment. While it is heavenly to take an extended break and do nothing, after a while the overwhelming majority of people would start to see things they want to do, get involved in, learn and achieve. Second, I am sure that the world would be a better place if the majority of people felt fulfilled because they were sharing the things they are good at and doing what they love to do. You know when you meet people who love their work; they are just amazing and bring energy and life to a place and to the people around them. People who derive their income from their passions are a sight to behold. It is the juice that adds so much meaning to life. So, I will remove the concept of passive income from the picture, and instead go to work on helping you create a lowmaintenance income. The key to measuring the quality of this kind of income is the amount of time required to maintain it and the amount of fun you have or fulfilment you get from producing it.

What do you need to begin? First let me say that there is no right way to create a lowmaintenance income. Businesses set up to create a particular lifestyle are not a new concept. People have been moving to small farms, starting adventure sport or travel companies and opening bed & breakfasts in gorgeous locations for years. Now, with the internet we have an opportunity to create a more flexible lifestyle business that can be managed from anywhere you can get online — and these days that’s just about everywhere — with very little cost, risk and ongoing input of our time. The costs associated with setting up an internet business can vary from almost nothing to millions of dollars. The amount you 12

HTR12M_BOOK 12

28/02/11 9:30 AM


Your retirement (pipe) dreams

OOOO

spend will depend on your budget, skills and needs. The thing about websites is that you can always upgrade! If this is your first time in the world of internet business (or in any business for that matter), you have some learning to do. I want to make sure that I don’t leave anybody behind, so this book assumes you have little or no knowledge of how it all works. In doing so, I will take you through the very basics of creating a low-cost, low-risk entry point to internet business. Start small, grow organically and upgrade as you expand over the first 12 months; beyond that you can upgrade and reinvest in the business as you see fit. This will happen naturally as you gain experience with internet marketing, managing a website and developing a web-based business. Here are the basic requirements to get you off the ground: a computer

access to the internet minimum $50 for set-up costs (yes, $50)

O

time to spend working on your business — the more you can spend the better (I suggest a minimum of eight to ten hours per week, but like anything, the more time and effort you put in, the more quickly you will get results)

a keen mind, open and willing to learn.

Of course, if you have extra money to spend there are plenty of tools, services and resources that you can bring into the mix that will help to build your business more quickly, speed up your success or improve your presentation. Also, you may have other contacts, networks and opportunities that can benefit your business; these will depend entirely on who you know and who you meet. The reality is that you can feasibly set up a business with $50 and a computer and market your products or services to 1.8 billion potential customers. If that doesn’t level the playing field and give everyone a fair go, I don’t know what does. The internet provides a huge opportunity that has never been seen before, and if you can be flexible and keep abreast of the fast-moving world of internet applications and social networks 13

HTR12M_BOOK 13

28/02/11 9:30 AM


How to Retire in 12 Months

there is no reason why you can’t create a long-term, sustainable stream of income that once set up can require very little to maintain.

Your retirement goals It is up to you to decide on your income goal, and it will be different for everyone. It may be $200 a week to pay the family grocery bill or $5000 a week to live the high life and drive a Ferrari. There is no correct number; all you need is a tangible goal and the willingness to do what it takes to achieve it.

Where are you now?

O

Without going into every possible scenario, here are some suggestions for how an internet business will give you more options for your lifestyle. See if you can find yourself in any of these work/life situations:

O

You are passionate about your existing job or profession. For example, I know nurses, doctors and masseuses who are in their element as healers and carers but who want a secondary focus from which they can derive additional income. You still want to work in your field but an additional income stream might mean you take a few more weeks of leave each year. If you are one of the lucky people who simply love your work, then your goal may be simply to dabble with a business as a hobby so you can discover how to generate additional income, or be free to retire when you are good and ready. You do not like or are not fulfilled by your current job or profession. If you are ready to press the eject button and move on, this book will give you the tools, information and strategies you need to create a low-maintenance income from something you are passionate about. If you want to 14

HTR12M_BOOK 14

28/02/11 9:30 AM


Your retirement (pipe) dreams

O

expedite the process you may choose to also provide a service offering that will complement your website. This has the bonus of helping with cash flow as well as giving you the opportunity to leave your job earlier.

O

You are a full-time parent or student, or someone who has another priority. If your attention is mostly elsewhere (and you can squeeze in the time to start something new), this style of business could set you up to maintain your ability to focus on your priorities, like not returning to work after your maternity leave is up. Let’s face it, who couldn’t use some additional income? The type of business I propose is also great if your business services the community in which you spend most of your time. For example, if you are a student, your website may be designed to service other students, and parents may share their experiences as parents.

You want to retire from paid employment. If your job or lifestyle is not as fulfilling as you would like and you would be happy to leave or make radical changes, this book may be the solution you have been looking for. If this is the case, I suggest you become a sponge and soak up the ideas in this book and in other resources available through my website. Give yourself specific time frames and income goals and be determined in your approach. The higher the income you need, the harder or smarter you will need to work to accomplish it. Prioritise your efforts to grow the business, leverage what you have and be bold in your pursuit.

There is no exact science to starting or running a business, but one thing is for certain: if you don’t start you will never know the outcome.

Real life examples This book is a practical guide to achieving what I have achieved. The good news is that everything in this book relates to things 15

HTR12M_BOOK 15

28/02/11 9:30 AM


How to Retire in 12 Months

my business partner Melinda Samson and I have actually done in the creation of a real business: Grassroots Internet Strategy. Grassroots Internet Strategy is a website business that helps small business owners to improve their websites so they produce the results they want for the business. The website was developed using all the information, advice and strategies included in this book and was my testing ground for whether it is possible to create a low-maintenance income from a part-time website business with very little start-up capital. Some of what I will share are things that we did well from the beginning, and some of what I will share are things that we didnâ&#x20AC;&#x2122;t do well, or screwed up and learned the hard way! Regardless of your experience, any new business will bring with it mistakes and lessons to be learned. What really helps, though, is learning from others who have gone before you. For this reason I have included case studies throughout the book from the creation and development of the Grassroots Internet Strategy website and plenty of other real businesses that have done things well. From the case studies you can see what we did and why we did it so that you can have a head start using our experiences as examples.

O

The wrap-up

O

The right to retire and have the good life at 65 is not as accessible as many of us assume. This can be a disappointment if we have worked hard our whole lives in unfulďŹ lling work.

O

With the internet there are now new choices for those who seek alternative lifestyle options. Your ultimate income option is one where you are doing something you love that takes as little time to maintain as possible.

16

HTR12M_BOOK 16

28/02/11 9:30 AM


O

Your retirement (pipe) dreams

O

The only way to learn the skill of creating low-maintenance income is with trial and experience, so get started as soon as possible, and learn from those who have done it before.

O

Find an external motivator that will keep you taking action and on your way to success.

O

Although you could spend millions of dollars on a new website business, you can set up a basic internet business for as little as $50.

O

To start with you need an internet connection, a computer, to be keen and willing to learn, and have a minimum of eight hours a week to spend on your website. Your retirement goals will vary depending on your wants and needs; what is important is to be clear on what those goals are so that you have something to work towards!

17

HTR12M_BOOK 17

28/02/11 9:30 AM


First published 2011 by Wrightbooks an imprint of John Wiley & Sons Australia, Ltd 42 McDougall Street, Milton Qld 4064 Office also in Melbourne Typeset in 11/13.5 pt Berkeley © Serena Star-Leonard 2011 The moral rights of the author have been asserted National Library of Australia Cataloguing-in-Publication data: Author:

Star-Leonard, Serena.

Title:

How to retire in 12 months: turning passion into profit / Serena Star-Leonard.

ISBN:

9780730375166 (pbk.)

Notes:

Includes index.

Subjects:

Retirement — Planning. Retirement income.

Dewey Number:

646.79

All rights reserved. Except as permitted under the Australian Copyright Act 1968 (for example, a fair dealing for the purposes of study, research, criticism or review), no part of this book may be reproduced, stored in a retrieval system, communicated or transmitted in any form or by any means without prior written permission. All inquiries should be made to the publisher at the address above. Printed in Australia by Ligare Book Printer Cover design and illustrations by Josh Durham <www.designbycommittee.com> 10 9 8 7 6 5 4 3 2 1 Disclaimer The material in this publication is of the nature of general comment only, and does not represent professional advice. It is not intended to provide specific guidance for particular circumstances and it should not be relied on as the basis for any decision to take action or not take action on any matter which it covers. Readers should obtain professional advice where appropriate, before making any such decision. To the maximum extent permitted by law, the author and publisher disclaim all responsibility and liability to any person, arising directly or indirectly from any person taking or not taking action based upon the information in this publication.

HTR12M_BOOK ii

28/02/11 9:30 AM


We hope you have enjoyed this sample from

HOW TO Retire IN 12 MONTHS: Turning Passion into Profit by Serena Star-Leonard

ISBN: 9780730375166 Available March 2011 RRP AU$24.95 / NZ$28.99

Buy it now!


If you’re serious about getting the most out of life and want to discover how you can use your passions to pay your bills, then How to Retire in 12 Months is the book for you. Author Serena Star-Leonard was handcuffed to a desk for years, working long hours in unfulfilling jobs. One day she stopped dreaming about a better life and created one for herself. She built an online business that allows her to work at something she truly loves, wherever and whenever she wants. Serena has redefined retirement and all it took was 12 months and a big dream.

e in the Stop dreaming about a better lif day! future – create one for yourself to Find out more at : <www.retireyoung.com.au> www.wiley.com

How to retire_FULLCOVER.indd 1

AU$24.95 NZ$28.99 PERSONAL DEVELOPMENT

star- leo nard

Inside this book you will discover how to: develop a low-maintenance income from your passion get out of the rat race and build the life you want retire in 12 months.

H o w to Retire in 12 months

r day Are you sick of working day afte what for someone else, dreaming of you’ll do one day when you retire? Why wait until you’re old to enjoy retirement? How would you like to retire in 12 months?

H o w to

Retire

1 2 months in

Turning

passion into

profit

seren a star- leo nard

23/02/11 12:41 PM


$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ the 12 stePs to $$$$$$$$$$$$$$$$$$$$$$$$$ financial freedoM $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$ $$$$$$$$Pat Mesiti$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ 13.5mm

138mm

Pathway to ProsPerity

Pathwayto ProsPer ty

Mesiti

NZ$28.99 FINANCE

11/10/12 1:34 PM


Contents

$$$$$

About the author ix Acknowledgements xi Introduction xiii Chapter 1

What path are you on?

1

Chapter 2

Where are you heading?

13

Chapter 3

What’s it gonna take?

27

Chapter 4

Will you choose to change your world?

45

Chapter 5

Are you a winner or a quitter?

55

Chapter 6

What laws do you live by?

69

Chapter 7

What are you giving?

83

Chapter 8

What are you thinking?

99

Chapter 9

Who are your friends?

115

Chapter 10

What’s your (money) story?

127

Chapter 11

Are you learning your way to wealth?

143

Chapter 12

Afterword

151

Other resources by Pat Mesiti Pat Mesiti’s wealth creation events

155 159

vii

ftoc.indd 7

08/10/12 12:59 PM


Introduction

$$$$$

Are you where you want to be? I have a goal to create 10 000 millionaires in my lifetime. That’s why I run special events every year. That’s why I travel the world speaking to men and women who hunger for financial success. That’s why I’ve written this book. You see, I want you to become wealthy and prosperous, and I believe you can. The word prosperity comes from the Latin prosperare, which means to prosper, thrive or flourish. I love those words! And I know you do too. After all, that’s why you picked up this book. Unfortunately, most people can’t honestly use these words to describe their life. So many of us aspire to prosperity, but our reality is quite different. We want to be financially secure, but we’re struggling to get there. The purpose of this book is to help you get from where you are now to where you want to be. I want to show you how to live your life by design, not by default. Some 98 per cent of people spend their lives working hard, only to end up with fewer financial resources than they had planned. Most would confess that financially their life did not turn out the way they had hoped it would. In Million Dollar Habits, speaker and author Robert Ringer wrote: ‘The world is saturated with intelligent, highly educated, extraordinarily skilled people who experience ongoing frustration because of their lack of success. Millions of others spend their lives working hard, long hours only to die broke.’ In 2010 the National Bureau of Economic Research found that nearly xiii

flast.indd 13

08/10/12 12:59 PM


50 per cent of Americans would be unable to come up with $2000 in 30 days if an emergency arose. That means half the country is living one pay cheque away from financial collapse. There is often a tension between where we want to end up in life and the path we choose to get there. We fail to see that good intentions are never enough. We need to understand why, despite our good intentions, we may have ended up at the wrong financial destination. One reason is that we are surrounded by people who are moving in the wrong direction with us. In recent years in Australia, New Zealand, the US and the UK, for example, many people made the same bad decisions that led to too much debt: they bought overpriced houses they could not afford while they did not have enough savings in the bank. When everyone around us is doing the same thing we’re doing, it’s easy to deceive ourselves into thinking it will work out. And when we end up where those poor decisions take us, we’re confused about how we got there.

Pathway to Prosperity

Over the years I’ve talked to many individuals and couples with financial problems who assure me they are close to a solution — a fix here or an adjustment there. But just as there is no easy fix when you accidentally wind up a hundred miles from where you want to be on a road trip, there is no quick fix when you wake up to the reality that you are far away from where you want to be financially. Some years ago I was in Los Angeles and decided to drive myself to the airport. My hosts had given me some simple directions and a hand-drawn, step-by-step map, so I climbed into the rental car, grabbed the wheel and took off. My objective was to negotiate a labyrinth of interconnected freeways in a foreign city, yet I was so confident I decided to take a shortcut. Instead of getting onto Interstate 405, I decided to take another freeway that I thought would get me to the airport a lot quicker. It wasn’t long before it dawned on me that I had taken a wrong turn, but I didn’t stop. I just kept driving. An hour later

xiv

flast.indd 14

08/10/12 12:59 PM


I found myself in what looked like one of the most rundown city neighbourhoods in America. Here I was, a budding young preacher travelling the globe, selling my message of good news, driving a rental car loaded with suitcases and t-shirts, and I had no idea where I was. I began to get nervous, and the more wrong turns I took, the more anxious I became. Worse still, it was dark outside and I could no longer see the street signs. As I turned into a small street I noticed a light outside a van selling burgers. By now I was ready to ask for directions, so I pulled up next to the burger stand and got out of the car. As I began to ask for directions I suddenly found myself surrounded by four young men. ‘What are you doing around here?’ one asked. ‘This is not your place!’ Here I was in a dark street, in a foreign city, absolutely lost, accosted by four gang members. My knees started shaking and my mouth went dry. I knew I was in deep trouble, but all that came to mind was Crocodile Dundee. And in moments like that you don’t think, you just act. So in a broad, true-blue Australian accent, I said, ‘Oh, g’day fellas. I’m from Australia and I’m trying to find Los Angeles Airport. I’m totally lost!’ The mood changed in an instant. They stepped back and smiled. ‘You’re from Australia? You know Crocodile Dundee?’ ‘Yeah, I’m a neighbour,’ I replied. ‘I live just down the road from his place.’ ‘Man, we love that scene where he says, “That’s not a knife — this is a knife!”’ ‘Yeah, in Australia we all carry knives like that.’

Now I want to give you some directions too, so listen up. The first thing you’ve got to do is recognise where you are right now financially. Be very honest with yourself (after all, this

Introduction

We were instant friends. Those boys ended up giving me directions to get back on track. The difference was that this time I listened.

xv

flast.indd 15

08/10/12 12:59 PM


is just between you and me). Don’t let another day go by in which you ignore the real situation you are in. Once you’ve given it some attention, ask yourself, did you plan to arrive where you are today or did you arrive here by accident? In other words, are you where you are by design or by default? If you’re massively in debt, tied to a business or job you don’t like or living in a home in a suburb that’s not ideal, then my guess is you’re not there by design. But if you’re there by default, I don’t want you to worry too much . . . because you’re not alone. You’re living in a society full of people just like you.

Pathway to Prosperity

Now it’s my turn to be very honest with you: I’m here to tell you that you are where you are today largely because of the steps you took along the way. It’s no good placing the blame on your upbringing, your background, your education, your accountant or the government. You are responsible for your current financial situation. But here’s the upside: you can do something about it. You can get out of your current financial surroundings. You can reduce your debt, increase your worth, make wiser investments . . . and even give away a lot more than you do now. And I want to help you get there. Do you remember that great song by the band Talking Heads called ‘We’re on a Road to Nowhere’? You may feel like that sometimes. Or maybe you feel you’re on a carousel and don’t know how to get off. I have some good news for you: you can change the path you’re on. Your destination — your destiny — is in your hands. It’s up to you where you end up — with your finances, your business or career, your relationships and even your health. If you follow the right pathways you will prosper in all these areas. You just need to ask for directions, take advice and stick to the right roads. And if you find you are on the wrong pathway, you can get off again and find the right one. It’s your choice. It’s not too late to jump onto the path that leads to financial success. If there’s one thing you don’t need in your world it’s another solution, another quick fix, another get-rich-quick scheme. Some of us think, Oh if I could just get connected on the internet

xvi

flast.indd 16

08/10/12 12:59 PM


it would be the answer to my financial problems. Or, I’ll buy and sell a few properties, and then I’ll be able to retire in a few years. Wrong! Most likely you’ll make the kinds of decisions you’ve always made and end up financially worse off. Why? Because you are looking for solutions. This book is about directions, not solutions. If you want to get from where you are to where you want to be financially, the answer is not in a solution. The answer is getting the right directions to steer you onto the right pathways to financial freedom. Certain pathways will surely lead to financial rewards; others will guarantee your financial ruin. Pathways are predictable like that. A lot of people tell me they want to ‘make it’ financially. ‘I want to make it in business,’ they say. ‘I want to make it in property!’ ‘I want to make it in the stock market!’ Well, I don’t agree. I don’t want you to make it. I want you to build it. There is a huge difference between making it and building it. In the 30+ years I’ve been helping people create prosperity, I’ve seen many people make it and then lose it. Making money is not as important as building it. I want to teach you how to build your wealth so that it sustains you for many years to come. I want to increase your capacity to earn money over time. I want you to enjoy life, to prosper and flourish long term, to experience all the good things life has to offer, to taste what it’s like to live a life of abundance and increase. Why am I encouraging you to build a life of prosperity? Because I’ve learned that money is good and that there’s enough of it on this Earth for everyone. I want to acquire all I can, give all I can and save all I can. And I am committed to the financial success of others, including you. In fact, I hope you will become one of my 10 000 millionaires. Will you join me on the pathway to prosperity? Introduction xvii

flast.indd 17

08/10/12 12:59 PM


About the author

$$$$$

Pat is a highly effective communicator and income acceleration coach. His passion is to equip and empower individuals and businesses to experience growth and prosperity to their full potential. He is an expert in shifting mindsets and building bigger people to produce results. Pat has spoken at some of the largest conferences around the world, and his books and materials have sold over two million copies. Having built some of Australia’s largest people–driven organisations, Pat understands the power of harnessing people’s potential. Pat Mesiti’s enthusiasm combined with his great sense of humour gives him the ability to move an audience into action as well as give them practical resources to help them achieve their goals. He is a gifted communicator and adds tremendous value to the lives he touches. Pat is dynamic, entertaining and unforgettable!

ix

flast.indd 9

08/10/12 12:59 PM


We hope you have enjoyed this sample from

PATHWAY TO PROSPERITY The 12 Steps to Financial Freedom by Pat Mesiti

The Book Are you where you want to be financially? We all aspire to have more money, but our reality is quite different. We want to be financially secure, but we’re still struggling to get there. Pat Mesiti uncovers the secret about financial pathways: some lead to riches, others lead to ruin. Which pathway are you on? Discover the directions that will position you on the right pathway — towards a financially free destination. You can do something about your financial future. You can reduce your debt, increase your worth, and enjoy a life of wealth. You can change the path you’re on. Click on the book for more information

ISBN 9781118523995 Published January 2013 RRP AU$24.95 / NZ$28.99 Available in print and e-book formats Buy it now!

The ancient truth about pathways will help you get from where you are to where you want to be. This book will show you how to build your wealth by design, not by default.

The Author Pat Mesiti is a highly effective communicator and income acceleration coach. His passion is to equip and empower individuals and businesses to experience growth and prosperity to their full potential. He is an expert in shifting mindsets and building bigger people to produce results. Pat has spoken at some of the largest conferences around the world, and his books and materials have sold over two million copies. Having built some of Australia’s largest people–driven organisations, Pat understands the power of harnessing people’s potential. www.mesiti.com


First published in 2013 by Wrightbooks an imprint of John Wiley & Sons Australia, Ltd 42 McDougall St, Milton Qld 4064 OfďŹ ce also in Melbourne Typeset in 10.5/12.5 pt ITC Giovanni Std

Š Pat Mesiti 2013 The moral rights of the author have been asserted National Library of Australia Cataloguing-in-Publication entry: Mesiti, Pat. Author: Pathway to prosperity: the 12 steps to financial Title: freedom / Pat Mesiti. 9781118523995 (pbk.) ISBN: Finance, Personal. Subjects: Wealth. Dewey Number: 332.024 All rights reserved. Except as permitted under the Australian Copyright Act 1968 (for example, a fair dealing for the purposes of study, research, criticism or review), no part of this book may be reproduced, stored in a retrieval system, communicated or transmitted in any form or by any means without prior written permission. All inquiries should be made to the publisher at the address above. Internal design by Peter Reardon, pipelinedesign.com.au Cover design by saso content & design Author photo: Dennis Iezzi Printed in China by Printplus Limited 10 9 8 7 6 5 4 3 2 1 Disclaimer The material in this publication is of the nature of general comment only, and does not represent professional advice. It is not intended to provide specific guidance for particular circumstances and it should not be relied on as the basis for any decision to take action or not take action on any matter which it covers. Readers should obtain professional advice where appropriate, before making any such decision. To the maximum extent permitted by law, the author and publisher disclaim all responsibility and liability to any person, arising directly or indirectly from any person taking or not taking action based on the information in this publication.

ffirs.indd 4

08/10/12 12:59 PM


$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ The 12 steps to $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ financial freedom $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$ $$$$$$$$Pat Mesiti$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ 138mm

13.5mm

Why do some people attract success seamlessly yet, despite all your efforts, you end up falling short? You are actually on a pathway that will lead either to prosperity and success, or frustration and struggle. It has nothing to do with education, money or intentions, but everything to do with choosing the right path. Within these pages you’ll discover:

✔ the single best way to find your prosperity path and rapidly increase your income in fewer working hours

208mm

✔ the amazing story of how a struggling single mum with five kids turned one dollar into a $150 000-per-year income

✔ questions you should immediately ask yourself before you can expect to attract long-term wealth

✔ learnable characteristics of the world’s wealthiest people ✔ the 12 steps to financial recovery.

Filled with powerful insights, actionable tools and extraordinary stories, Pat Mesiti’s Pathway to Prosperity is the essential guide to help you gain lifelong success.

www.wiley.com

1276-JWS-PTP-Cov-Fin-Repro_new.indd 1

Pathwayto Prosper ty

Mesiti

Best-selling author Pat Mesiti is a speaker and prosperity activist with a passion for bringing out the best in people.

Pathway to Prosperity

Fast, powerful and proven insights for discovering your prosperity path

138mm

AU$24.95 NZ$28.99 PERSONAL FINANCE

11/10/12 1:34 PM

Sample the Secrets of Entrepreneurial Success - Volume 3  

Extracts from Jack Delosa, Ben Angel, Serena Star-Leonard, Trevor Young, and Pat Mesiti

Sample the Secrets of Entrepreneurial Success - Volume 3  

Extracts from Jack Delosa, Ben Angel, Serena Star-Leonard, Trevor Young, and Pat Mesiti

Advertisement