How To Succeed As A Personal Brand In 2024 (Why Others Fail)

Summary

Скрипт видео обсуждает важность построения личного бренда и долгосрочной стратегии маркетинга, в отличие от краткосрочной рекламы. Автор делится историей успеха компании Beats, которая благодаря бренду и поддержке знаменитости, таких как Dr Dre, была приобретена Apple за $3 млрд. Видео подчеркивает баланс между краткосрочными доходами от рекламы и созданием долгосрочной ценности бренда, используя примеры из культуры и деловых практик, включая сравнение современного подхода к бренду в Западной и Восточной коммерции.

Takeaways

• 🎧 Компания Beats известна своими стильными наушниками, которые стали иконой дизайна благодаря своему уникальному логотипу 'B'.
• 🔑 Основными продюсерами и представителями бренда Beats стали известные личности Dr Dre и Jimmy Iovine, что способствовало его успеху.
• 🍎 Apple приобрел компанию Beats за три миллиарда долларов, после чего Dr Dre стал одним из первых миллиардеров в хип-хопе.
• 🤔 Скрипт поднимает вопрос о значении инвестиций в личную брендировку и ее влиянии на бизнес, отсылая к статье из 'Harvard Business Review'.
• 💰 Разговор о разнице между краткосрочной маркетинговой деятельностью и долгосроственным строительством бренда.
• 🔄 Необходимость найти баланс между краткосрочной прибылью и созданием долгосрочной стоимости бренда.
• 🌐 Обсуждение важности не только привлечения клиентов, но и построения глубоких эмоциональных связей с аудиторией.
• 📈 Примеры успешных личностей, такие как Ryan Reynolds и The Rock, которые использовали свой бренд для создания значимой стоимости.
• 🐜 История о зайце и муравье, используемая для иллюстрации важности подготовки к неожиданным обстоятельствам, аналогично долгосрочному строительству бренда.
• 🏬 Сравнение подходов к брендированию в Западной и Восточной культурах и их влияния на формирование значимости бренда.
• 📊 Рассмотрение важности не только количества продаж, но и наличия 'пробега' и финансовой устойчивости для успешного долгосрочного развития.

Q & A

Как компания Beats стала иконой в дизайне наушников?

Компания Beats стала иконой благодаря своему красивому логотипу в виде буквы B и поддержке таких людей в индустрии, как Dr. Dre и Jimmy Iovine.

Какая компания купила Beats и за какую сумму?

Компания Apple купила Beats за 3 миллиарда долларов.

Какую роль играют личные бренды в современном бизнесе?

Личные бренды помогают строить долгосрочные эмоциональные связи с аудиторией, что способствует созданию долгосрочной ценности бренда.

Чем отличается Performance Marketing от создания бренда?

Performance Marketing фокусируется на краткосрочной прибыли, тогда как создание бренда направлено на долгосрочную ценность и эмоциональную связь с потребителями.

Почему важно балансировать между Performance Marketing и созданием бренда?

Баланс между ними позволяет компании получать краткосрочную прибыль для поддержания бизнеса и одновременно строить долгосрочную ценность бренда.

Какая мораль сказки о кузнечике и муравье применима к бизнесу?

Мораль сказки заключается в том, что нужно готовиться к будущим трудностям, а не только жить моментом, что применимо к созданию долгосрочной ценности бренда.

Почему компании Востока и Запада различаются в подходах к брендингу?

Компании Запада фокусируются на создании премиум-брендов, в то время как компании Востока часто сосредоточены на продажах и ценах, что объясняется историческими и экономическими различиями.

Какие примеры успешного использования личного бренда приведены в видео?

Примеры включают Ryan Reynolds с его компанией Mint Mobile и The Rock, который использовал свою известность для продвижения бренда текилы.

Какую стратегию выбрали Dr. Dre и Jimmy Iovine для успеха Beats?

Они сосредоточились на использовании своей репутации и связей в музыкальной индустрии для продвижения бренда Beats, что позволило им создать эмоциональную связь с потребителями.

Почему важно создавать эмоциональную связь с аудиторией?

Эмоциональная связь с аудиторией помогает создавать лояльных поклонников, которые будут поддерживать бренд в долгосрочной перспективе, а не только как краткосрочные клиенты.

Outlines

00:00

🎧 Основы личного брендинга и история Beats

В первом параграфе рассматривается история компании Beats и ее значимость в области личного брендинга. Автор упоминает, что Beats стали иконой благодаря своему дизайну и поддержке знаменитостями Dr Dre и Jimmy Iovine. Упоминается покупка Beats Apple за три миллиарда долларов, что сделало Dr Dre одним из первых миллиардеров в хип-хопе. Автор поднимает вопросы о личном бренде и его влиянии на бизнес, ссылаясь на статью из Harvard Business Review о балансе между краткосрочной рекламой и долгосростным бренд-строительством.

05:00

🔍 Различие между краткосрочной рекламой и строительством бренда

Второй параграф посвящён различию между стратегией краткосрочной рекламы (Performance Marketing) и стратегией долгосрочной ценности бренда. Автор объясняет, что большинство компаний сосредоточены на краткосрочных доходах, что может ущербить долгосростной ценности бренда. Он подчёркивает важность построения эмоционального związku с аудиторией и создание долгосрочных отношений, используя примеры Ryan Reynolds и The Rock, которые использовали свой личный бранд для продажи своих продуктов.

10:03

🌱 Притча о жуке и муравье: краткосрочный успех против долгосрочной стратегии

Третий параграф использует притчу о жуке и муравье для иллюстрации важности долгосрочной стратегии. Автор сравнивает подходы западных и восточных компаний к бренд-строительству и маркетингу, указывая на то, что западные бренды умеют завоевывать умы потребителей и получать премиум за свои продукты, в то время как восточные компании часто конкурируют только по цене.

15:04

📊 Баланс краткосрочной выгоды и долгосрочной стратегии

В четвёртом параграфе автор обсуждает необходимый баланс между краткосрочной выгодой и долгосрочной стратегией. Он использует примеры отрасли бухгалтерского консалтинга, чтобы показать, как компании могут использовать свои уникальные особенности для создания предпочтения среди потребителей. Автор подчёркивает важность создания эмоционального соединения с клиентами и различия для выделения на рынке.

20:06

🎚 История успеха Dr Dre и Jimmy Iovine: от музыкантов к успешному бизнесменам

В пятом параграфе рассматривается история успеха Dr Dre и Jimmy Iovine, которые превратили свою музыкальную карьеру и личный бренд в успешный бизнес. Автор объясняет, как они создали предпочтение для своей продукции, используя свою репутацию и связи в индустрии. Также упоминается, что Monster, компания-производитель кабелей, фактически была закрыта после покупки Beats Apple, что подчёркивает важность личного бренда и долгосрочной стратегии.

💡 Понимание концепции личного брендинга и его долгосрочной выгоды

В шестом параграфе автор задает вопрос о понимании важности личного брендинга и его влияния на долгосрочный успех. Он использует аналогию сложного сбережения для иллюстрации того, как маленькие, но регулярные усилия могут приводить к значительным результатам. Автор также делится историей своего собственного опыта разрыва с партнером и выбора между краткосрочной выгодой и долгосростным развитием сообщества.

📚 История расставания с партнером и выбора между сообществом и продуктами

В седьмом параграфе автор рассматривает свой собственный опыт расставания с партнером и выбора между сообществом и продуктами. Он описывает, как они разделили компанию и как это влияло на их дальнейшее развитие. Автор подчёркивает, что, хотя он не получал доход в течении нескольких лет, в итоге его сообщество и личный бренд помогли ему успешно запустить продажи курса и книги.

🚀 Значение личного бренда и сообщества для успеха

Восьмой параграф заключает рассуждение о значении личного бренда и сообщества для достижения успеха. Автор делится историей о том, как его сообщество поддержало запуск его книги, показывая силу долгосрочных отношений. Он также подчёркивает, что, несмотря на возможную превосходность конкурентов, его личный бранд и сообщество являются ключевыми факторами успеха.

Keywords

💡Персональный бренд

Персональный бренд - это образ и репутация человека, который создается через его действия, достижения и взаимодействие с общественностью. В контексте видео, персональный бренд является основной темой, которая подчеркивает важность создания и поддержания долгосрочных отношений с аудиторией, что может привести к значительным долгосрочным результатам, таким как продажа бренда за миллиарды долларов, как это произошло с Dr Dre и его компанией Beats.

💡Beats

Beats - это компания, известная своими стильными наушниками с иконкой 'B'. В видео упоминается, что они стали иконичными благодаря своему дизайну и поддержке знаменитостей, таких как Dr Dre и Jimmy Iovine. Пример использования: Apple приобрел Beats за три миллиарда долларов, что сделало Dr Dre одним из первых миллиардеров в хип-хопе.

💡Маркетинг производительности

Маркетинг производительности - это стратегия рекламных кампаний и действий, направленных на привлечение краткосрочной выручки. В видео подчёркивается, что большинство бизнеса, с которыми автор разговаривает, сильно инвестировали в маркетинг производительности, но не создавали долгосрочной ценности бренда.

💡Долгосрочная ценность бренда

Долгосрочная ценность бренда - это концепция, которая подчёркивает важность создания и поддержания сильного имиджа и репутации, что может привести к устойчивым продажам и лояльности потребителей. Автор видео утверждает, что для создания долгосрочной ценности необходимо найти баланс между краткосрочным маркетингом и строительством бренда.

💡Эмоциональное соединение

Эмоциональное соединение - это тесная связь между брендом и его потребителями, основанная на чувствах, доверии и предпочтениях. В видео говорится о том, что те, кто умеет создавать такое соединение, могут в будущем с легкостью привлечь внимание и лояльность своей аудитории, что, в свою очередь, может привести к успеху и высокому значению бренда.

💡Транзакционная модель

Транзакционная модель - это подход к бизнесу, основанный на отдельных сделках и обмене товаров или услуг на деньги. Автор видео критикует эту модель за отсутствие построения долгосрочных отношений и отсутствие создания дополнительной ценности после завершения сделки.

💡Дифференциация

Дифференциация - это процесс, при котором бренд или продукт становятся уникальными и выделяются на фоне конкурентов. В видео упоминается, что для построения сильного бренда важно создать дифференциацию, делая себя отличными от других и привлекательными для потребителей.

💡Преференция

Преференция - это предпочтение потребителя относительно определенного бренда или продукта. В контексте видео, создание преференции означает, что бренд стал предпочтительным для потребителей благодаря его уникальным свойствам, ассоциациям и эмоциональному соединению.

💡Сообщество

Сообщество - это группа людей, объединенных общими интересами и связями. В видео подчёркивается, что владение сообществом и уход за ним может привести к созданию сильного бренда и долгосрочной ценности, так как сообщество может поддерживать бренд и распространять его среди других.

💡Композитный эффект

Композитный эффект - это концепция, согласно которой небольшие, умные выборы, сделанные каждый день, могут в долгосрочной перспективе привести к огромным результатам. В видео автор говорит о том, что построение персонального бренда требует терпения и последовательности, и пример с композитным эффектом иллюстрирует, как это может привести к успеху.

Highlights

Beats headphones became iconic due to their design and association with Dr. Dre and Jimmy Iovine.

Apple's acquisition of Beats for $3 billion made Dr. Dre one of the first hip-hop billionaires.

The importance of personal branding for business success and long-term value.

The contrast between Performance Marketing for short-term revenue and brand building for long-term value.

The need for a balance between immediate revenue generation and building long-term brand equity.

The emotional connection built by consistently creating value for the audience, as opposed to transactional marketing.

Examples of celebrities like Ryan Reynolds and The Rock leveraging personal brands for significant business deals.

The parable of the grasshopper and the ant to illustrate the importance of preparing for the future.

The difference in brand recognition between Western and Eastern companies and the focus on price and features in the East.

The concept of brand as an invention of the 21st century and its value over selling products or services.

The necessity of both Performance Marketing and brand building for business survival and growth.

The role of differentiation and preference in creating a successful personal brand.

The story of Monster Cable's white-labeling of Beats headphones and the impact on brand recognition.

The power of compound effect in personal branding, emphasizing consistent daily efforts over time.

The personal story of the speaker's decision to focus on community over immediate revenue, leading to long-term success.

The importance of community and relationship in business, as demonstrated by the speaker's book launch success.

A call to action for viewers to consider the value of building a personal brand and the long-term benefits it can bring.

Transcripts

have you heard this company called beats

they make pretty fashion Ford headphones

and they became kind of iconic in their

design with this beautiful letter beat

and they're championed by two people in

the industry Dr Dre and Jimmy Iving as

you know as the record will show Apple

purchased beats for3 billion dollar

making Dr Dre one of the first hip-hop

people to be a billionaire and here's

the part that you probably didn't know

do you know who manufactures

[Music]

beats chances are if you're watching

this video you might be asking yourself

do I need a personal brand should I

invest money in building a personal

brand and what's the ROI what kind of

impact is it going to have on my

business and if you're asking those

kinds of questions you might be thinking

about this all the wrong way now we know

based on many different things but I'll

cite a Harvard Business review article

from the May June issue of 2023 there

was something about how Performance

Marketing may come at the cost of

long-term brand value Performance

Marketing are ads that you run they're

things that you do to bring in

short-term revenue and it's very good

because it's necessary for you to be

able to pay your team to keep the lights

on and to be able to still be in

business and unfortunately almost all of

the business that we're speaking to are

heavily invested in this and this is all

that they do on the other side of the

spectrum on the opposite end of the

spectrum is something called brand

building and creating long-term value

while Performance Marketing can create

short-term revenue for you you're not

really building long-term value and so

we have to find the Bal balance between

these two things if we want to create

long long-term value or we're just about

short-term Revenue so many people that

you see pop up on the social media feeds

will announce a product they'll they'll

invite you to join a webinar they'll

talk about their Mastermind they'll talk

about the services they provide Identity

Design they build websites and they keep

doing this over and over again for

people who are curious who have a

problem that they think this will solve

they'll give them money but as soon as

the transaction is complete they move on

there is no residual value that's being

built here conversely we we will see

people who have been showing of

consistently creating value for others

creating this positive sentiment and

they're not asking us for anything every

once in a while they might ask us that

hey I'm I'm speaking an event or I'm

going to be here do you want to do a

Meetup or how can I serve you what

they're doing is they're building a much

deeper emotional connection with their

audience than the person who's asking

for a transactional thing to happen so

in 3 5 10 years from now when they want

you to do something big you feel like

compelled to do this because you've

entered into becoming a true fan versus

a consumer or a client of theirs and

we're seeing this play out over and over

again within popular culture and media

Ryan Reynolds his company mint mobile

was purchased by T-Mobile for like $1.3

billion The Rock has leveraged his

stardom from his initial wrestling days

into becoming like a blockbuster matina

a star and leverages that to move his

brand Equity into a brand of tequila and

he's able to sell that for hundreds of

millions of dollars we're seeing this

play out over and over again and this is

what I'm talking about in terms of

long-term brand value let me explore

this Fable with you the grasshopper and

the Ant are you familiar with it so the

grasshopper and the Ant they're in the

field it's a sunshiny spring day and the

grasshopper is singing and chirping and

playing it's having a great old time and

it just sees the ant working non-stop

very diligently preparing for something

it's like ant you're just so boring like

go have fun like look at this beautiful

weather and's like you do what you do

I'm going to keep building so the ant

the entire season has been just

preparing for winter so winter comes the

grasshopper has nothing to eat it has no

shelter and it's freezing cold and it

knocks on the ant's door and like hey

Aunt do you have any food and the Ant

takes pity on the grasshopper and

ultimately decides to share its food

with the grasshopper if all you do is

live and play in the moment you'll have

great fun but when those times come in

winter the season of winter eventually

comes metaphorically and literally what

will you have prepared for yourself so

if you are of the mindset that I just

need to bring in money today every

single day you might be guilty of what

some Industries and companies do the the

best example I can give to you is this

if you look at America the West as brand

builders they're able to create products

that command a price premium in the

marketplace that occupy space in your

mind the consumer's mind ones in which

consumers will readily pay a premium for

there's lots and lots of examples of

that in the West in America especially

but if you look to the East and you say

well what what brands are well known

you're like okay I don't know because

the East has a totally different

philosophy they think sell sell sell

that price is the driver that features

are the driver to Commerce and building

that relationship but in fact when you

when you walk in say like a Chinese or

Taiwanese electronics department store

all you see are signs everywhere I'm

just overwhelmed with everything that it

gives me first of all a headache because

the Paradox of choice too many things to

look at but B I don't know one company I

don't even say they have a brand one

company from the other there's literally

no difference and they're just competing

on price we can see this pretty clearly

right like if I were to ask you to name

10 American brands 10 French Brands 10

British Brands you'd probably be able to

name them if I asked you to name 10

Chinese Brands good luck and we can see

that clearly as a Westerner walking into

the East and saying why aren't they

doing this because they haven't fully

understood this concept yet because

they're still going through a great

transitional period from being like

starving to the having a a a successful

middle class they don't understand yet

that brand is an invention of the 21st

century in the way that we understand it

that is going to be more valuable than

selling products or Services let's not

misinterpret what I'm saying is okay

don't make any money don't sell anything

don't think about transaction just go

long-term brand building the problem

with that idea is that if you don't have

enough Runway the long longterm branding

brand building play just won't work

because you won't be able to survive and

so it's a balance of these two things

you do need to sell from time to time

you need to do Performance Marketing so

that you can put money in the bank and

so you can pay your team and you can

scale your operations but you don't want

to do it at the cost of building

long-term brand value now let's just say

like you're an accountant let's just

take an industry that's kind of pretty

straightforward accounting sell services

and the services they sell is usually

tax preparation if they're a little bit

smarter they might try to position

themselves as allowing you to sleep

easier at night not worrying if you're

going to be audited because everything's

done above board that they're thorough

and they provide maybe Financial

forecasting as additional service to you

so they're not just doing it

forensically they're also doing as a

predictive business model so they can do

that and so lots of companies do that

but very few of them do it in a way in

such that you have an emotional

connection with them there aren't too

many brand name accountants out there

there may be some and they exist I know

they exist but I don't know any of them

because I think when you talk to people

they say that there's the big four

accounting firms at least in America I

don't know what they are I'm sure you

guys do actually we'll link to them

right here these are the four that we're

talking about but if you're a relatively

small accounting practice and you want

to start to establish a brand what would

you need to do besides say hire me to do

your taxes hire me to do your books what

would you have to do you'd have to start

thinking about the customer the problems

the challenges their needs the wants

their fears the hopes or dreams and you

need to speak to them you need need to

educate them or you need to entertain

them you could make complex accounting

things that are really boring to

understand simple and fun to process so

that they become more informed in

running their business because we know

it's just not numbers numbers are data

and the data should inform how you make

decisions here's an example A lot of

times I'm worried that you know what I

shouldn't be buying this equipment I

should not be hiring more team like I

should not be hiring more people when in

fact I have 12 months of Runway

but without that kind of transparency in

terms of my finances I'm not making good

business decisions conversely if I have

60 days of Runway and I'm spending money

wil nearly I'm hiring and expanding the

team I'm buying new fancy equipment they

don't need today for a future that may

or may not happen I'm shortening the

runway and I don't have that kind of

information so accounting can be boring

it can be something that makes your head

kind of spin or give you a headache but

in the hands of a good storyteller a

good brand Builder a good educator we

can make this stuff really interesting

so then now we can say well there's all

accountants or there's Bobby or Mary

who's the accountant who educates me

who's funny who has a personality who

doesn't wear an ill-fitted suit who's

not like my my father's accountant it's

accountant for my generation so Step One

is

differentiation you just want to be

different doing anything to make

yourself different if you're the

accountant who works out of a coffee

shop you'll be different if you're an

accountant who has a a mobile office

you'll be different so that's just the

first stage to be different cuz

different is is something that we can

recognize we're our our human mind is

trained to notice things that stand out

just a little bit the next stage is to

be preferable so you're different and I

prefer you so different and not

preferable is like a lot of political

figures they're different they're saying

wild crazy things but I prefer not to

work with them I prefer not to associate

with them so we want to be different and

we want to create preference in the mind

of the consumer and the way that we do

this is we have to take audit of who we

are what makes us different to celebrate

both our strengths and weakness in fact

to understand that our weaknesses are a

core component of making us different

unique and therefore our strength being

able to talk about that in a way that is

a benefit to the person that you're

speaking to back in the day when you

would go to an electronic store like

Best Buy or Circuit City or one of those

things I'm dating myself here uh you

would buy cables uh RCA cables you'd buy

stereo cables and to be able to connect

your receiver to the speaker and the

brand name that was known there was a

company called Monster they make Monster

Cables they were thick they were

shielded they were made of higher gauge

copper sometimes gold tips in terms of

the things that you can plug in because

that's what they said audio files would

say like these are the most premium

level consumer grade cables and you

would buy them well monster is an

electronic company and they made other

things they made headphones they made

earbuds they made a lot of things

related to the audio industry but very

few people know of them for that have

you heard this company called beats they

make pretty fashion forward headphones

that were appealing to very certain

subgroup of consumers like people who

were into rap music hip-hop and they

became kind of iconic in their design

this beautiful letter B that was

incorporated into the headset and they

were championed by two people in the

industry Dr Dre and Jimmy ivene who was

the head of Capital Records at the time

and Dr Dre as all you know has had a

multi-decade career in making music as a

producer and as a rap artist himself

would you prefer to buy a pair of

headphones from Monster or from beats

well first you don't even know what

monster was so okay I get that part and

then you're like of course I'd buy from

beat why because the association that I

get from these two most specifically or

more specifically with Dr Drees he spent

a lifetime making music he's an icon

he's a Pioneer in the hip-hop space and

he very relevant to fans 10 years ago as

he is today so if they're good enough

for Dr Dre they're good enough for us

and he endorses this and he gets his

friends to use them people that are in

the same industry so we see people we

admire like look up to and respect and

if they're wearing it that's a voucher

to say like that's good that's what

branding is that's what personal

branding will do for you now do we think

of Dr Dre as a person who is an engineer

not as an audio engineer in the studio

but but an engineer like designing

diaphragms for the speaker understanding

how to turn an analog signal to a

digital signal or something like that no

he didn't go to engineering school he's

not working at JPL but we extend this

benefit to him that he's become a

sought-after person who's been producing

music behind and in front of the scenes

for a number of years showing up

consistently so when he attaches his

name to something along with Jimmy ivine

they are able to launch this company

happen and as you know as the record

will show Apple purchased beats for3

billion doar making Dr Dre one of the

first hip-hop people to be a billionaire

and that was fantastic for him also for

ivene they've done wonderful things

since then and here's the part that you

probably didn't know do you know who

manufactures

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Beats Monster they white labeled the

headphones from Monster cuz they have no

experience doing this so I can imagine I

think there are some stories we can read

about this so forgive me if I don't know

the exact story but I did read it at one

point IV or somebody's approached by

this idea and they need Dre to coign on

this otherwise it's not going to work

they don't know anything about

manufacturing they probably don't even

know anything about design they don't

definitely know anything about

distribution and getting to electronic

stores but they have the right Partners

to be able to do this and so now we say

like did monster was Monster acquired by

Apple for a billion

dollars nobody even knows who monster is

so when we say do you want to focus on

Performance Marketing or do you want to

build long-term brand value you can see

how this plays out Dr Dre and Jimmy

ivene are making Records building a

relationship with people you buy their

music but more than the music you're

buying a relationship with them and

they're forming an irrational emotional

connection with you the audience you

have memories that are hardcoded in your

brain where you were what you were doing

probably up to no good but you're still

here listening to this music it informed

your Youth and so later on when you're

looking for a headphone company they've

created differentiation and preference

those are the two things that we talked

about they're different in their design

the aesthetic they're different in how

they're associated with other people in

terms of hip-hop people versus I don't

know spokes people that are just not

relevant to the youth and they leverage

those two things to create preference

for these headphones and a lot of people

audio files say well we prefer more

neutral sound not one that's tweaked for

base heavy production because it

distorts the music and they want to be

able to hear transparency in the music

and in the notes and these are skewing

too far this way plus I actually have a

few pair of Beats they fall apart are

they the best made things it doesn't

matter that's what the Rock said it

doesn't matter it doesn't matter we

associate coolness

desirability affiliation all those

things those are these emotional things

that 21st century Brands and marketers

and branders have already learned and

are applying to their products and

services today so do we understand this

concept that's the question do you

understand this concept so you're

probably sitting there thinking to

yourself well didn't Dr Dre do this for

10 20 maybe 30 years and and building

this relationship with the audience

community and are you saying that we

have to do that in order to be able to

reap this reward well let me ask you

this question I remember in high school

uh one of our I don't know I don't

remember what class it was but they had

said you know if you're able to put a

dollar away or take a certain percentage

of your paycheck and save it and it

earns a compounded interest by the time

you reach 55 years old you'll be a

millionaire and I know back then I was

like a

millionaire a millionaire that sounds so

crazy good we actually have a million

dollars in cash to do whatever it is

that we want I could live forever on a

million dollars those were my thoughts

as a child cuz I didn't know a single

person who was a millionaire so it would

take me from the time in which I was 17

years old to time 55 To Be A

Millionaire okay that seemed pretty good

so the question is how many of us

actually took away that percentage of

our paycheck how many of us put the

dollar away every single day and didn't

touch

it then I'm going to ask you this

question here which is I don't know how

many millions of people live in the

United States but how many of them are

millionaires the vast majority are

not it's because they're not willing to

put in that work and when we talk about

The Compound Effect as written about by

Darren Hardy it's it's making small

smart choices every single day

consistently over a period of time that

yield a crazy result now if I told you

audience do this work in 10 to 20 years

you might be able to exit out of

whatever you're doing for $100 million

is that worth it will you do that work

there's no guarantee but there high

probability there's a stronger

probability you hit it as opposed to not

being able to hit it at all and that's

an individual question I remember

something that Alex Ros said on stage he

said young guys would approach him all

the time hey Alex how do I become a

millionaire he goes if I told you what

to do for 5 years and you did it

consistently without ever trying to make

a dollar you become a millionaire I

guarantee it will you do it most of them

just say no because they're stuck in I

need to make money right now so we're

going to find the balance I don't want

to be irresponsible here and then send

all of you in the in the worldwide web

here running away and say that's it

Chris told me not to make money I'm

going to be a starving person there is a

balance the ratio of how much

Performance Marketing you do versus

brand building is up to you and how much

money you have saved up if you've earned

money doing something else and you have

the runway you don't have these kind of

financial stresses on your system then

you can afford to do this for a really

long time and I'll take this story full

circle right now I recently had a late

lunch with my old friend Jose caber and

for those of you that are new to the

channel Jose and I started making

YouTube content together in fact it was

him who insisted that I create content

something that I was resistant to do

back back in the old days that was in

January of 2014 for context I'm 42 years

old Jose like let's make content

together I'm resistant but he he

convinces me so we start making content

under a channel called the school SK L

we start doing this content together

unfortunately for us 2 and a half years

into it we have Divergent ideas about

how to run the company how we want to

show up and who we want to speak to so

we split amicably but the way that we

split was we divided the company into

two halves half number one do you want

the channel and the audience and the

community or do you want the

intellectual property the products and

services we created together with the

revenue attached to that tough decision

I would have been okay picking either

one of the two and my dad taught me this

lesson in life whenever my brother and I

disagreed about something he says if

there's a piece of cake one person cuts

it the other person decides which half

they want this keeps everybody super

honest and I remember this rule so I I

create two halves of the company which

do you want the IP the products and the

revenue or do you want the community the

relationships and the channel one has no

money attached to it one has all money

attached to it one has a relationship

with the community and the other one

does not so we had to make our choice so

I let Jose CH choose so Jose chose he

needed it because he needed the revenue

and the products and the short term was

what fool would give up the IP and the

products because all the money was going

that way you understand the difference

between the two now left with the

community meaning I have the channel

with the YouTube channel and I think we

had 10,000 20,000 subscribers not a huge

amount back then and we had a Facebook

page or some or a pro coaching community

and so I inherited that and I started

running that and I started producing

content differently so for for a number

of years the only amount of money that

came into the company all of it went to

Jose because he owned the products so I

remember there were years when we were

writing a six-figure check to him and he

did literally nothing he was sitting on

the beach he was Finding himself which

was awesome that was the

deal and so for a while we made no money

and then eventually I would release a

course and then the course sold and it

did well and so that how we started to

generate money and the YouTube channel

started to grow so how the story comes

full

circle was Jose asked me this question

just a couple days ago he goes how did

you launch your book tell me more about

this book she well I didn't want to

write a book the audience Community said

hey are you writing a book cuz we'd love

to just be able to package up your

college and be able to read it in a

sitting have something tangible they can

hold on to I said they kept asking me so

much so that I decided to go against my

instincts which is I will write the book

but in order for me to write the book I

ran a Kickstarter campaign and said to

my team if we can't get $330,000 worth

of book pledges I'm not writing a book

it's not worth my time at that time I

put the value at

$30,000 and to my surprise by the time

the campaign ended I think we raised

$80,000 worth of pledges which blew my

mind and Jose turns to me he's like

Chris it's because you have the

community they showed up for you I want

to let that sink into each person who's

listening to this I'm a no-name author I

don't even consider myself a

writer yet I was able to manifest and

generate $80,000 of Goodwill in 30 days

because i' had been showing up

consistently over time he goes Chris

back when you had given me that choice

you made the smart decision to go with

Community I said

Jose I appreciate you saying that but I

didn't choose you did he goes I know I

know I chose and to this

day I will die on that sword my company

the future is nothing without the brand

and the relationship that we have with

our consumers because if someone wanted

to launch a product that was equivalent

to ours forget about equivalent just say

it was Superior to ours uh I teach a

topography course let's use that as an

example the typographic uh director's

Club of America or the world come came

together they organized The Who's Who of

design teachers and they created a

course that was Superior in every way

than than ours and they went to launch

it they will

sell but I'll die on The Sword nobody

knows who they

are and it will not sell as well as ours

so it's not even that the product's

superior it's the relationship is

Superior in order for them to outsell me

they'd have to leverage every

relationship of every person who's

involved in that and present it to the

universe and if the universe don't know

who they are outside of a small academic

Circle nobody's going to buy it just

like monster and beats so the question I

have for all of you to ponder to think

about wherever you are in your life in

your business is does building a

personal brand matter based on what we

just talked about I'll let you decide in

the comments below okay you've reached

the end of the video and you're sitting

there wondering to yourself I hear you

preach brother we we got it we got it

I'm ready to build a personal brand I'm

committed to playing the long game I am

committed to moving away from a

transactional model to a transformative

model I want to show up consistently

over time and deliver value for months

years maybe decades if necessary I get

it so what's next well if you want me to

make that video to teach you how to do

this the application the tactics make

sure you let me know in the comments and

based on how well this video performs

and the amount of comments and

engagement that I yet I'll decide if I

want to make that

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