How To Succeed As A Personal Brand In 2024 (Why Others Fail)
Summary
TLDRСкрипт 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
🎧 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.
🔍 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.
🌱 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.
📊 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.
🎚 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.
Mindmap
Keywords
💡Персональный бренд
💡Beats
💡Маркетинг производительности
💡Долгосрочная ценность бренда
💡Эмоциональное соединение
💡Транзакционная модель
💡Дифференциация
💡Преференция
💡Сообщество
💡Композитный эффект
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
[Music]
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
[Music]
video
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