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Heath Armstrong is an author, entrepreneur and the co-founder of Rage Create, an e-commerce marketing and publishing company dedicated to help bridge the gap between taboo, craving and spirituality. He’s also the author and creator of a range of affirmation cards and journals, designed to optimise happiness and health.

Listen in to hear Heath share:

  • An introduction to himself and his businesses (1:47)
  • His journey ‘from face down pants down to serial entrepreneur’ (3:35)
  • How he got started in ecommerce and online arbitrage (09:58)
  • How retail arbitrage lead to a digital subscription business (17:15)
  • What he learnt about building a successful brand (19:08)
  • How, and why, he launched his own affirmation cards and journals (20:12)
  • How he got his first customers and sales – there’s some great tips here! (27:30)
  • Running a successful Kickstarter campaign (33:52)
  • His number one piece of advice for other product creators (44:04)

USEFUL RESOURCES:

Heath Armstrong website

Rage Create website

Heath on Instagram

LET’S CONNECT

Find me on Instagram

Work with me

Transcript
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Welcome to the, bring your product ideas to life podcast,

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practical advice, and inspiration to help you create and sell

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your own physical products. Here's your host Vicki Weinberg.

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Heath Armstrong is an author entrepreneur and the co-founder of

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Rage Create an e-commerce marketing and publishing company dedicated to

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help bridge the gap between taboo, craving and spirituality. He

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is also the author and creator of some affirmation cards

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and several journals, which are for optimizing happiness and health.

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He's also the host of the never stop peeking podcast.

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So I think that he was one of maybe the

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fair one of the first, if not the first person

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who approached me to ask if he could come on

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the podcast, which is always appreciated. And we had a

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really interesting conversation. He is someone who has a story

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of going from being like flat out, broke to starting

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out, you know, trying selling products.

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And he's gonna talk to you all about his journey

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and the deaf things he's tried. And now he actually

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has his own e-commerce company where he helps people to

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sell and market their own products, as well as having

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his own range of successful products, which he'll talk to

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you about too. So it's a really interesting story and

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I really hope that you enjoy it and that, and

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that you learn a lot from it. So without any

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further ado, I'm gonna introduce you to Heath say hi,

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Hey, thank you so much for being here.

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Hey, I'm so gracious and excited to be here for

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sure.

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I'm super excited to say, can you start by giving

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us an introduction to yourself and your business please?

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Yeah, I'm kind of a creative maniac. I've done quite

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a bit in the e-commerce realm, but that started from

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just some odd ball projects. That was a desperate attempt

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to find some side revenue from a, you know, concrete

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construction career that I was in and I've gone on

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to really become more of a writer than anything. So

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I'm the author of sweet ass affirmations, motivation for your

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maniac, creative mind, which is a really cool affirmation deck

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that has a lot of zest in boldness to it

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that helps people kind of bridge the gap between the

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realness of life and that kind of Wu spirituality that

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most people don't believe in, which there's a story as

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to how that came out as well.

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But I'm also the co-founder of Rage Create that is

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the parent company of that plus a lot of different

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e-commerce and marketing companies that we kind of have umbrella

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underneath that like seller spaceship.com and FBA lead list.com, a

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lot of Amazon related stuff. And, and I've created several

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journaling systems, the Swedish journal to develop your happiness muscle

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in 100 days. And then a recent for diabetics, which

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is the Swedish journal to optimize your diabetic lifestyle in

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100 days, which I did with an amazing woman who,

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who runs a company called party like a diabetic. And

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then other than that, I just, I spent a lot

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of time working within a school in Africa for children

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that don't really have anything.

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And that's been one of the most life-changing things for

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me. And I spent a lot of times outdoors, just

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kind of no matting around working on a van. And

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yeah, that's a good overview of who I am, I

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believe.

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Yeah. Thank you for that. So we've got so much

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we can talk about from the instruction you've just given,

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but I would like if it's okay to start from

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the absolute beginning because your bio really intrigued me when

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I did a little bit of reading on you before

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we spoke in your bio, you talk about hitting rock

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bottom. In fact, you call it your story from face

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down pants down to serial entrepreneur, which is intriguing. So

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can you share with us as much as you're comfortable

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with, you know, w you know, your life at that

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point and, and what changed and, and what happened for

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you?

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Yeah, I mean, when you think face down pants down,

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sometimes that seems like a little bit of clickbait, but

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I legit woke up face down in my garage with

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my pants down. And I had a bottle of, it

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was just a tiny bit left of whiskey in my

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hand. And there was blood coming out of my nose

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that was, had run down. Like my head was up

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on a step leading into my garage, like the door

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inside of my garage. And I didn't remember, I had

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no idea what had been the task. Like, you know,

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30 hours, my car was running in the front yard.

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I remember as I was like, trying to figure out

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what it just seems like a dream when you come

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out of something weird like that, you know, my dogs

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were just staring at me, thankfully, it didn't run away.

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They were there for support or whatever, but I felt

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so bad. Like, what did I do? And then I

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realized that my, yeah, my car was running in the

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front yard. Like the keys were in it, it was

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parked in the middle of the yard, not in the

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driveway and it was running. And it was the most

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unbelievable, like, how did I get here moment? Right. I

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was under attack by resistance and fear because it was

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ruling my life. I worked in the concrete construction industry

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because I went to school for that. And I started

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out, you know, making like $13 an hour inside of

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a factory where we made these receptacles that would carry

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human feces underground.

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And like, that's what I was doing. I had a

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college degree and I did everything that they told me

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to do growing up, you know, you should be doing

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this and that, but like nothing was coming together to

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make me happy in any way. It was like I

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was doing boring work. I was around people that weren't

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inspiring. And that rock bottom moment was, was harsh. And

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I had a couple other ones and essentially came to

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the realization. Like if you, if you haven't been paying

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attention enough to realize that you have a job you

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hate and a relationship that you don't want and a

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body that you don't like, and you're addicted to a

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bunch of to provide you with thrills so that you

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can forget about your lack of sustainable happiness. Well, then

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you're probably pretty right for a sledgehammer to the face

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from the universe, like a rock bottom moment or a

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warning or a transition.

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And a lot of those are just opportunities in disguise,

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right? Because I really truly believe that life isn't about

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what happens to you. It's not about the beauty that

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happens to you, and it's not about that happens to

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you. It's about how you choose to react when it

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happens. So can in that situation, I was like, how

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do I find the silver lining and learn from this

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experience and use it as motivation to move closer to

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my dreams, as opposed to letting those sort of stress

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and fear gremlins come in and have a disco party

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in my brain, which may or may not have me

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end up, you know, face down cans down in the

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bushes next to a bottle of empty booze again, or

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worse.

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You know, maybe dad maybe somewhere that I wouldn't be

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able to recover from. So we all have to make

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these decisions. How do we make decisions that are in

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support of our visions and our goals? And then how

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do we bring those visions to reality? And yeah, it's

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about attracting who you are and affirming the life that

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you want to live and allowing these experiences to motivate

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us. Instead of cripple us. I, I came out of

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that by opening a podcast app. Actually, this was the,

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I'm aware that I'm really not doing well. How am

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I going to pull myself out of it? It wasn't

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an instantaneous thing, but I, I heard a podcast with

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this amazing woman named Amber Vilhauer and her name was

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Amber Ludwig back then.

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But her story seems so similar to like my psychological

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state of like doing a bunch of stuff and working

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into an industry that I had no passion for. But

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knowing that I could have passion and excitement, if it

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was the right thing. And I really wanting to explore

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that hero's journey. And she just was the first person,

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like, I, I got enough grit to send her a

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message, like what, you know, I would never do that

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before. But for some reason, the university's like send this

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lady a message. So I did, and she immediately replied

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and it was the first time I was like, wow,

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strangers, maybe these people aren't like unattainable these entrepreneurs or

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people making their own products or running their businesses. Like,

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it always seemed like they were in a glass house,

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you know, separate from who I was and what I

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could be.

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And she sort of broke that house down and was

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like, Oh, Hey, let me call you tomorrow. And it

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was the most mind-boggling thing, but she called me and

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she just talked to me for like 20 minutes and

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asked me some questions. And like, I was like, yeah,

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I think you're going to be totally successful and just

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reframe my mind. And she introduced me to two people

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and one of them ended up teaching me how to

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podcast. And the other one was how L rod, who

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is an international best-selling author, he's famous for the miracle

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morning series. And I think they just put a movie

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out too, but learning his morning routine changed everything for

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me, that was the biggest catalyst in helping me get

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out of my addictive slumps and my dependency on substances

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and things like that.

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Waking up early and, and setting the tone for your

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day, which sets the tone for your life essentially. And

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then learning the podcasting aspect back then, I ran a

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show called the artsy now show, and I'm just pushing

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myself out of the comfort zone to talk to people

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that were doing things that I wanted to do was

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the Avenue that I needed to learn how to work

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myself away from that job and to create like an

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entrepreneurial lifestyle. So that's kind of how it went down.

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Thank you. That is an incredible story. So I would

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love to know that's what was it that got you

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started in e-commerce in particular

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Twitter? Auto direct message is crazy as that sounds, I

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was trying to learn. So I was like searching for

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guests for my show. And I had like a bot,

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you know, back in before they'd put all these regulations

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in place of messaging and stuff. I had this like

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auto bot on my Twitter messages and it responded to

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somebody else's bot. And I thought it was hilarious. Cause

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it was like, I was like, Oh, that dude's messages

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definitely a bot as well. And I thought it was

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funny. So I just started like talking into that message

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thread. And then the guy who had it set up

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did also, and we started talking a little bit more

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and we became friends and he was the dude who

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ended up teaching me the beginnings of e-commerce.

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And he's also now the co-founder of Rage Create my

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company. That's insane to think about from an outside perspective,

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but he was like, Hey, I just left my job.

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He was in a similar position. He did, he like

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sold bonds or something and was just miserable. And he,

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he was like, I'm trying to just figure out how

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to basically do resale, you know, on Amazon, like an

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arbitrage type business model, where he was going physically to

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stores and like scanning shelves for things, and then taking

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them home and packaging them up and sending them to

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Amazon warehouses to where they would sell. And then he

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would make a profit. And you know, that is a

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whole job in itself. That seems completely not interesting to

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me because as I was trying it with him, he

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kind of wanted to use me as a Guinea pig.

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Like, would this work for someone else? Cause he was

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sending me screenshots that were like, Oh, I sold, you

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know, $5,000 this month. Now I sold $8,000 and his

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number kept going up. And one day I was like

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working, you know, with my boss and I got one,

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it was like, he did 16,000 in the month and

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I was like, whatever he's doing, he's scaling it. And

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I started looking at his system and then trying to

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think, okay, how do I bring what I've learned about

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automation from these podcasting systems that I've set up into

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this e-commerce system with him so that we can make

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this more scalable and actually efficient. So you're not spending

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so much of your time on it, but more so

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like setting it up to be something that can be

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quite passive in a way.

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And that's how I got into it. Like I started

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doing retail arbitrage. I quit almost immediately because I felt

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like I was working at like a Walmart, you know,

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cause I was always at these stores, scanning stuff on

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shelves is awful. It was like the worst type of,

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you know, it's like the lowest level of entry for

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e-commerce that you could possibly have. It's like selling something

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to eBay. But that doesn't mean that it's not important

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to learn those skillsets for the next step. And I

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eventually came back to it with him and we figured

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out a way to do it all online through third-party

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websites and using softwares that basically would scan. Let's just

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take Walmart. For instance, it could scan the whole website

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of Walmart or categories over a period of time and

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then match those products with the Amazon listing for the

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products and then spit out all this metrical information.

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Like what's the profit, if you resell this, is there

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a profit margin? You know, what's the ROI, how many

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of these sell per month? How many do you think

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you could sell per month type of thing? And that

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was when I really started getting interested in e-commerce cause

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it was like, Whoa, like if we set up a

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third party fulfillment center where we're not actually touching products,

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we can essentially automate the process of scraping all of

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these leads, buying them, sending them off to a warehouse

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that preps them for us and then ships them to

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Amazon, which sells them essentially. Cause we were adding onto

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listings that were already existing. They weren't my own products.

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It was a lot of sports and outdoor gear. Cause

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that was what I was really passionate about back then.

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And it just, it started taking off so fast that

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I had no idea what was coming. Like I did

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not expect. I mean, I had this really intense vision

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practice of like, okay, I believe in my visions, I'm

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going to do e-commerce. I want to make my own

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products. That's the end goal. Like I want to make

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stuff that helps people that helps motivate people to make

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their own stuff. Like that's my life go. And it's

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a lot of what you're doing, which is why, you

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know, the connection here is cool. And how do I,

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how do I just get there by starting in this

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route? And yeah, like it was, I remember I started

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I believe I officially set that company up in December.

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I did like 27,000 in sales by the next December

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I did a hundred thousand dollars in sales. I had

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a couple of back-to-back six-figure months and it was just

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like the most insane thing for somebody who was making

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$13 an hour in like a factory, you know? So

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that's how I got into it.

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Wow. That's really cool. And out of interest, are you

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still doing arbitrage? Is it called online arbitrage? What you

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work, what you got? Yeah.

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The online arbitrage would be the version where you're not

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going to stores. And I think most people are kind

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of forced to do now, given the pandemic and stores

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being shut down, I do not. So I got to

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a crossroad where I was losing so much interest in

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the process because of the mass, you know, it's just

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mass consumerism. That much sales actually is an impact like

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thousands and thousands of products that I have things I

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really didn't care about anymore. It was cool to be

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able to supply people with stuff they needed, but there

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were, you know, Amazon kept raising fees. There were a

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lot of things that were happening in the universe was

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tugging me to be like, you need to start making

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your own stuff.

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And that might come with a price of losing, you

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know, a lot of this business and this cashflow. But

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if you don't do it, we're going to take it

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away from you. Anyway. So I started having these like

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really conflicting months of like, okay, I know I can

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make this online arbitrage thing work better because it really,

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I mean, there's hundreds of thousands of sellers that use

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this model and make a lot of money in and

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make at least a living, you know? And, but to

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me, I just, I'm always looking at like, what, what

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do I want to do longterm? Cause we don't know

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how long we have on this planet and I could

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get stuck in that forever. And it was just getting

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to the point where it felt kind of like a

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job where I'm buying inventory for things I don't really

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care about.

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And so I, yeah, I had some like really come

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to terms more rock, bottom moments with that because shutting

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it down was actually like a question of this might

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bankrupt me because there was so much overhead involved with

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it at that point. But I trusted my gut and

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yeah, I kind of re transitioned that whole aspect into

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a digital service instead. So I was looking at like,

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okay, I spent all these years becoming an expert in

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how to do this and I know how to do

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it. So let me teach other people how to do

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this, that want to do it while I move on

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to create some things that I really love, which is

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kind of how we got to the writing, you know,

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affirmation decks and journaling systems and things like that.

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So I don't do physical online arbitrage. I do help

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some people on Amazon sell their affirmation decks and some

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other products like that. And of course we run our

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own deck listing and journal sales and stuff. But for

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the most part, that whole arbitrage thing has turned into

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a digital subscription business where we, we basically sell all

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of our information that we have spent years gathering. It's

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a, it's a subscription model where people pay $180 a

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month, $185 a month. And they get Monday through Friday,

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they get a spreadsheet to them with all the different

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leads and all the information for the leads. So we

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were able to figure out a way to use that

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skill set that we had to continue cashflow, but from

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a physical point, no, I don't, I don't do it

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anymore.

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Wow. Yeah. I can't imagine that. Must've been such a

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hard decision to walk away from a business that ultimately

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was doing well, even if it wasn't fulfilling you, but

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yeah. I'm glad if you weren't fulfilled that, that you

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did and it's, I think it's great that pivot you've

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made to now sort of turn that business into something

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that does work for you. Yeah. That's, that's really cool.

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And it it's like, you think it's the end of

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the world. Like I remember being just like, Oh my,

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I did this huge pro and cons list. What happens

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if I shut this down? What happens if I keep

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going? And I think it was the best decision possible

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for me to shut it down when I did, because

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I kind of got completely out of it in February

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of this year. And then in March, Amazon froze all

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their warehouses and that was a big dagger for a

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lot of people that were depending on them. But here

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is e-commerce tip for anyone listening. Like don't, if you

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don't want to have a boss, don't be dependent on

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one market place. You know? And that was what I

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was like out to learn and teach myself as like,

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I'm way too dependent on Amazon as a marketplace and

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they are not everything.

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And I want to learn more from the Shopify side

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and how to build a brand away from depending on

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a marketplace. And so, yeah, that's, that's kind of been

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the journey since, and it's a long journey and I

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guess a little bit at a time, but I know

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you do Shopify stuff as well. And I just think

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it's, it's the future, you know? And it gives a

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lot of power back to the people. Yeah,

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Yeah, absolutely. I don't ever recommend anyone puts all their

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eggs in one basket for marketplace and particularly Amazon because

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I'm finding from personal experience and from working with clients

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that it's just getting harder and harder, you know, the

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rules that requirement's it's, it's not necessarily an easy place

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to be. And I think in a way it's easier

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place to get it's a harder place to get started.

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Whereas I know when I got started selling online, I

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started on Amazon because it seemed like an easier option.

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Whereas now I, I don't, yeah, I just don't believe

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it is anymore, but let's change tack slightly because we've

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kind of got up to where the point at which

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in your, in your journey where you started creating your

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own products and I'd love to talk a bit more

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about that.

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So tell us a bit more about your reformation cards,

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your journals, how they came about. Yeah. I'd love to

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hear more about that.

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Yeah. That the happiness journal came first. I, when I

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was interviewing people, all these creatives around the world, on

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the podcast, some physically, some via digital connection, I was

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still kind of, I was trying to figure out what

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kind of habits, these people that seem so Glasshouse to

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me had in place that allowed them to be so

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successful. And I ended up having like six different journals

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where I was like tracking all these different things that

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they did it just in their daily habit practices that

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were increasing their happiness and therefore allowing them to be

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more content with less stress to work on the things

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they truly loved and to not freak out about stuff

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and worry and let fear come in and have a

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disc, a party in their brain.

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And I was, I had just, I had enough success

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going with the e-commerce that I left my job in

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it was like right after that first United started that

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e-commerce stuff in August, the previous year I was doing

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like 30 or 40,000 in sales, but that doesn't mean

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I was talking to much money obviously, but I was

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making enough to live off of, and I sold everything

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I had and I sold my house. I just kind

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of had this like clean, just fresh, like I'm going.

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And I moved to Washington and I that's across the

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country essentially.

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Cause I was living in Kentucky, which is the Southeast

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U S at the time. And I moved all the

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way up to Washington state, not DC. And I was

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living in his house with my fiance at the time.

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We're no longer together, but she, she was a big

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catalyst and like, we kind of helped each other in

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this really development stage of our lives, which is really

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beautiful. And I had a black lab and I was

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like in this basement that all these worms kept coming

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through the, the windows and would always freak me out.

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It was like this weird, this weird thing that happened

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in that basement. Like you get down there every morning

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and there'd be like 30 more worms that somehow got

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through the windows into the basement.

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And I don't like worms is freaky, but I was

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like meditating down there. It was like the only spot

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I had and I had all those journals laid out.

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You know, one was like to track my wins for

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the day. And one was to track the two things

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I was going to do today to move myself towards

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the visions. And it was just all these different aspects

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of the happiest journal. And my dog had peed. His

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name is Arlonzia is baloney. And because of this, he

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has the forward in that first journal, but he peed

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or the dedication. I mean, he peed all over the

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journals and it was really assigned from the universe because

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right before that, I had been talking to this girl

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I'd hired to be sort of a life coach. It

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was the first life coach I'd ever used. And she

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was like, Hey dude, like you have a very unique

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way of communicating.

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You've got to put all these systems that you're using

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that are clearly working for you into a system that

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other people can use. Of course, I had imposter syndrome

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as a creative, most of us do. It's like we

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don't know our worth. We try to be, you know,

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it's just a thing that happens with a lot of

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creative people. I was like, no, it's not going to

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work. But when I went down that basement to like

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to do my journaling and he had peed all over

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all of them, I was like, Oh my God, like,

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I'm going to have to start all these into a

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new journal. And well, does it make sense to put

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them into one? Yes. Instead of having to carry around

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six. So that's how I got into, you know, over

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the hump of being afraid to put something out there

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that could help other people.

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And that came in the form of the happiness journal

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that actually ended up doing really well from a self

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publishing launch that I really didn't know much about self

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publishing at all when I did it. It, yeah. I

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mean, it ended up selling. I probably sold, I don't

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know, like there's probably seven, 8,000 copies of that Roman

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around, which is pretty cool given from a self publishing

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perspective, it's a physical product, non Kindle, you know, when,

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when an agent picks you up home runs for them

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or to get an author that can sell like 10,000

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books. So that was like a huge win for me

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to even sell a hundred. If I sold a hundred,

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I would have been happy. Right. So, but I saw

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how it was like working and people were reaching out

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and saying like, Hey, this is working for me.

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And that led to the affirmation cards and some other

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systems and the affirmation cards were just like, I'm so

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sick of, of turning on or like walking by a

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television or driving down the road and seeing a billboard,

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like all these things, text messages, like social media, everything

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in this world is built to knock you off of

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your focus and redirect your focus with some sort of

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marketing so that you can like become a product of

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somebody else's empire essentially. And I'm like, what happened to

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like the fortune cookies? What happened to these? Like what

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were all the things that remind us of how magical

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we are? Just a couple of seconds that put us

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back on top of thinking about our vision and our

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dreams, as opposed to all these things that are pulling

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our attention away from it.

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And the easiest barrier to entry was like, I was

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sitting there and I was looking at these affirmation decks

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that I had from other people that were kind of

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just like really woo and visionary, but Spacey, just like,

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yeah, I don't really know if I say I have

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an abundance over and over again that it's actually going

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to work. How do I, how do I make some

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more real zesty versions of this that, you know, might

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have a couple cuss words in, it might have a

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lot of situations in real life and then, and make

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it powerful enough to help people think deeply, but also

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laugh loudly. But most importantly, remind them of their magic

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and to go back to focusing on their dreams.

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Every time they look at one, it only takes a

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couple of seconds to read a card. Right? So what,

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what, what happened if I can make a deck that

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people can like pass the cards out to strangers or

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like hide them around their house and just be reminders

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whenever they're feeling down of how to refocus. And that

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idea really started on Kickstarter and it took off as

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well. And I started thinking like, you know, longterm, can

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I do this with other products? Can I put affirmations

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on toilet paper? Don't steal my ideas. But

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No, I was just about to ask, have you done

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this yet? No, not yet.

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I'm in, you know, some of these, some of these

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ideas are in the process, in the metaphysical for a

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while before they physically appear, but it's happening. Yeah. But

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like just, I want to put, I want to create

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as many things as I can that just using ordinary

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things in life that people use and just putting magical

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little messages on them to remind them, I mean, I

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don't care. It can be a salt shaker, you know,

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it could be your undies, like whatever it is, it's

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just, how do we combat this, this weird thing that's

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happened in the world where we're constantly being told we're

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not good enough or that we need something else to

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fix our problems when it's not true. Like you can

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literally have a note card and everyday use that note

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card to do just as much stuff as I've done

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with all of these different journaling systems and things like

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that.

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So it all, it all comes internally. And that's kind

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of the focus of the, of what I'm trying to

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create, you know, from here on out.

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I liked that. I love the idea of just putting

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that a little bit of magic on just something you

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use every day and it kind of not being a

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big deal. It's just a, just kind of part of

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everyday life. I, yeah, I liked that. I'd, let's come

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back to when you first launched your journal, because you

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said that people use them and they love them and

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you have some good feedback, but how did you get

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those first customers? Cause, cause now I imagine, you know,

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you must have fads, you must have people who love

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what you do and what you say. I want to

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kind of wait in to see what you're going to

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do next. But with that very first product, how did

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you get so much traction in the beginning?

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Yeah. It's this actually goes, this works well across the

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board for any platforms, whether it be launching on Amazon

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or Kickstarter or self-publishing through your Shopify site, the most

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effective thing that I've ever done and continues to show

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the same results. If you do it more than more

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is, is info. Like you've got to make, you got

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to get in touch with people who have audiences and

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share your product or your amazing idea that you're in

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love with, with these people and, you know, ask them,

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Hey, will you share this with your audience?

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Can I do a giveaway with your audience? Can I

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be on this podcast? Can asking, seems like the scariest

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thing ever, but even if, you know, 3% of those

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people respond and you get one person that has a

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thousand people on their email list or 10,000 or more

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like those are the little things that it, that start

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adding up to really help you grow a brand or

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have success with a product. That's what I did with

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the journal. In the beginning. I, I had some friends

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there, actually some podcasters that I'd been following, that they

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were in the travel niche. And I was trying to

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kind of, I made a digital version of the journal.

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So for people that were traveling, because I knew that

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as someone who had followed them, like there were a

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lot of people that were working towards trying to create

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a travel lifestyle. Like how can I work from anywhere?

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And I knew a lot of the principles and the

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journaling system that I had created would work, but nobody

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wants to carry around, you know, a seven by 10

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or a six by nine journal around the world that

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are quite heavy to get in they're printed from like,

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you know, KTP or Ingram spark or whatever. So I

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made a, I made a, a digital version of that.

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And then I made like this long form fillable PDF

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and all these different things that went with it with

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the paperback version that came in a digital package.

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And there was quite a bit of stuff in there

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and it was a little bit of work. But by

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doing that, it actually allowed me to access a whole

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nother type of audience that I didn't think I would

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have a chance to access. So then all of a

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sudden, I, you know, I'm just asking them like, Hey,

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I made this travel version of this journal. What are

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you, what are you all doing? And they were just,

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you know, like, Hey, come on this show, let's talk

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about this. And then they did like a marketing bundle

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type sale called the paradise pack. And they featured it

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as one of the products in that, which got it

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to a lot of people through that aspect. And then

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it just all starts growing. I mean, unfortunately all the

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sales that you make through Amazon, you don't get any

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of the customer information to be able to contact or

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like say, Hey, I made some new products, which is

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another huge reason why Shopify is such a, a godsend.

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So there's so many people out there that they have

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it, but for me to be able to recontact them,

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I don't know. But I, I know that a lot

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of them do come back and if you're a person

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who's created something or you have an idea for creating

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something, the best thing you can do is sit down

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and start just researching. And I would even go to

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the extent of getting some virtual assistants to do just

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a lot of research, pooling information on YouTube, others that

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are kind of in the niche of whatever you're making

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Instagram influencers are a big one. LinkedIn groups find people

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with big LinkedIn groups. Facebook is, is what it is.

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In some ways I don't, I haven't had a lot

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of success with, but with like group stuff there, but

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connecting with people, one-on-one for sure.

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And finding people with websites and blogs and just having

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a mass approach to saying, okay, I've made this, this

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whole group of people, I'm going to try to get

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their addresses so I can ship them a version of

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this product and say, Hey, will you share this with

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your audience or review it or whatever. And just whatever

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you can do to try to get access to their

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audiences. And that helps your launch more than anything. I

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mean, whether you're doing crowdfunding or just putting it on

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your site and hoping to drive sales back to it,

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if you like, I always look at myself. If I

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do my podcast every single day, I'm going to be

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talking to my audience every single day. But you know,

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if we're, if we're collaborating and I'm talking to you

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here and you're on my show talking to me, they're

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like, we're just kind of swapping and getting to new

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people.

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And that's the Avenue that I would, I would suggest

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for everyone.

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That's brilliant. Thank you. And I've never, no one's ever

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said that before. And it seems like such a so

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simple and so obvious, but I think it's a lot

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comes down to asking doesn't it? Because when you were

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saying that, I was thinking always put off of asking

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people, but, but you're right. I asked people to come

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on the podcast all the time, so to send them

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a product and say, Hey, use it and talk about

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it. If you like it isn't actually much of an

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ask, is it?

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No. I mean, most of the time it's very receptive

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in, you know, you can always kind of tear the

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people and say, okay, these are the ones that I

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definitely want to send a physical product to because financially

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it might not make a lot of sense to be

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sending out hundreds of products, if you haven't launched and

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you don't have, you know, but if you could do

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some sort of digital thing, like, Hey, would you like

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this? And if you think they're big enough and they

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say, yes, then ship them one, you know? And a

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lot of times, if they're really big, like they'll say

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that they'll accept it, but they'll say like, you know,

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it doesn't mean that I'm going to share it and

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you kind of have to make that gut decision on

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your own. But yeah, it's been a, it's been a

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very big, helpful thing for me and all the things

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that we do and I'm not going to stop doing

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it.

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I just think, I think having that access to new

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audiences is always really important.

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Yeah, definitely. And you've mentioned crowdfunding a couple of times,

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and I know that I read about you, that you

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raised a lot of money on Kickstarter didn't you was

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that for your affirmation cards.

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Yeah, we did the affirmation deck there. It was, it

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was, it wasn't like a massive, I mean we raised

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$10,000, which was a lot of money to me for

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a product that we were like launching and the beautiful

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thing about crowdfunding. And I was actually thinking about this

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a couple of days ago because I just created a

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second deck and I was like, I wonder, do I,

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do I want to do this through crowd funding or

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not? Because I don't know the state of people's spending

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now. And if they're, you know, people are, they gotta

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be tight. So I don't know how crowd funding would

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go over. Like it did a couple of years ago.

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I don't know. It seems like e-commerce people are still

Speaker:

just spending like crazy. But the beautiful thing about crowdfunding

Speaker:

is it's product validation.

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You know, if you do the work to set it

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up, correct, and you get all these people that have

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audiences in place to all share it, the day that

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it goes live, you know, whether you're sending them products

Speaker:

to test or they're just your friends or, you know,

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they want to support you or another good aspect of

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you're doing Kickstarter stuff is to go find all the

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other Kickstarters that have been successful with similar products and

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contact the people who ran those Kickstarters. And sometimes you

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can do like a, a swap, like they'll have, they

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have access to all the people who supported theirs. And

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you could, like, you could ask them to share your

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link with their audience and then vice versa.

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You could say, I'll share your product as their products

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probably now on the market with my audience that supports

Speaker:

this as well. And, and yeah, we had some decent

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success that too, but it's it's that you can raise

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enough money to cover your costs, to manufacture something if

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you're doing a physical product. And that was huge. Cause

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to cost, you know, $5,000 to print a couple thousand

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decks, or maybe I think it was more like $7,000

Speaker:

or something on our first run. I knew I needed

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to raise that much money to be able to print

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that. But when you do it through crowdfunding and like

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you get that zest, like we were able to sell

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the equivalent of like 400 decks or something through that

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So then we have 400 decks sold, but we have

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2000 decks printed. So then we have a whole starting

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that are paid for to start testing how to get

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this working on Amazon and other marketplaces. So I'm really

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happy that we put the work in to do that.

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I actually went to the Philippines to run that campaign,

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which was really cool because a lot of my team

Speaker:

is out there. But yeah, it's grad funding is, is

Speaker:

really, it's a really cool access point. If you can,

Speaker:

if you can do it the right way, but you

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have to do it the right way. Like you, you

Speaker:

can't just put it up and then put it live

Speaker:

and expect people to find it through their site. Kickstarter

Speaker:

will not promote you to anybody on their site searching

Speaker:

unless you can prove to them that you're driving traffic

Speaker:

and conversions first.

Speaker:

So if you can get like a big bang on

Speaker:

day one and you can get, like, if you could

Speaker:

fund it a hundred percent on day one, then it's

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likely, you'll at least double those funds over the next

Speaker:

28 days. But if you can get close, you know,

Speaker:

if you can fund it like 70, 80%, and there's

Speaker:

a lot of thought that goes into what you set

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your goal at, you know, maybe you set it a

Speaker:

lot lower than what you actually want your target to

Speaker:

be, but that's the way their algorithm works. It's like,

Speaker:

Oh, your goal was $2,000. And you funded that with

Speaker:

the people that you know, and they won. Now, we'll

Speaker:

start showing you in our search results and see if

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we can help you out as well. So keep that

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in mind too. But the influencer thing with Kickstarter is

Speaker:

bigger than ever because it's like, you want as many

Speaker:

people sharing that as possible when it comes out.

Speaker:

That's good to know. So you would, you was contacted

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in front of it and says, and tell them I've

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got this Kickstarter and just ask them to share the

Speaker:

link out. Is that the way you would do it?

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Yeah. Like you start early. I mean, you kind of

Speaker:

want to start three months before your project so that

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you have time to say, Hey, I think your audience

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would like this. You can really get a good, if

Speaker:

you sit down and write down everyone that, you know,

Speaker:

in your life, like family and friends and like relatives,

Speaker:

like all, all of these people can come in really

Speaker:

handy when you do a crowdfunding campaign. Because if they're

Speaker:

all sharing it on their Facebooks, you know, everyone, even,

Speaker:

even like all the generations, like baby boomers, millennials, like

Speaker:

everyone has a group of media that they share things

Speaker:

too. And if, if they're your family and friends, they're

Speaker:

probably going to share it for you. And even those

Speaker:

little things can get it in front of a lot

Speaker:

of people with quote unquote influencers.

Speaker:

And that that's such an interesting, you know, that word

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I use it, but I don't know what else. I

Speaker:

don't know what other word to use people that have

Speaker:

audiences they're a little bit harder to get to, but

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it's just, you know, if you're, if you do a

Speaker:

podcast like you do, then it might be a little

Speaker:

bit easier because you have had conversations and connections, but

Speaker:

just do your best. And it's all you can do.

Speaker:

It's like reach out and get as many of them

Speaker:

in a list on a spreadsheet, as you can ask

Speaker:

them for their address, send them the product ahead of

Speaker:

time, say, Hey, this is when this is coming out.

Speaker:

Could you please share it? You know, if I'm a

Speaker:

person and somebody sends me a affirmation deck or something

Speaker:

in the mail and I get it, I'm like, Oh,

Speaker:

this is really cool. And they just have a note

Speaker:

in there that says, by the way, like no pressure,

Speaker:

but we're launching this on Kickstarter in a month on

Speaker:

this date.

Speaker:

I'll send you a reminder a couple of days before.

Speaker:

Would you mind sharing it? If you, if you liked

Speaker:

the product and you know, most people do, most people

Speaker:

do. If they're around. I mean, you're going to get

Speaker:

some who forget about it or they don't get the

Speaker:

reminder. There's too busy, but yeah, those follow up emails

Speaker:

are huge or this follow-up, I'm more of a fan

Speaker:

of like sending video chats, like video messages and stuff.

Speaker:

I think they're more effective than pitching people with emails.

Speaker:

So I'll like actually add people on Instagram or like

Speaker:

Facebook and then send a video message to them saying

Speaker:

like, Hey, this is who I am, so they can

Speaker:

see your face and see that you're real. And it's

Speaker:

just, I think it comes off a little bit better

Speaker:

and it's more successful.

Speaker:

Yeah. I like that. Thank you. And do you know

Speaker:

that the key thing I'm getting from everything you're sharing

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is like not to be afraid to ask, which I

Speaker:

think a lot of us naturally are really hesitant to

Speaker:

ask anybody for anything.

Speaker:

Yeah.

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But you're doing it all the time.

Speaker:

I know. It's the only reason I'm where I'm at

Speaker:

though. You know, it was the, the second, the second

Speaker:

person I ever asked to be on my podcast, the

Speaker:

first one was just a friend. So it didn't count

Speaker:

to me. The artsy now show that not my new

Speaker:

shows called never stop peeking. It's, it's, it's different. But

Speaker:

the artsy now show, which is still up and it's

Speaker:

hilarious to go back and listen to the quality and

Speaker:

stuff. It was like, Whoa, it was a Hollywood director

Speaker:

and it was the scariest thing ever. But Paul camp,

Speaker:

the guy who was teaching me podcasts, he was like,

Speaker:

you have to ask him, man. Like he was in

Speaker:

the UK too. And he, he was like, dude, just,

Speaker:

just reach out and ask like, just do it. You

Speaker:

know? And I was like, so scared.

Speaker:

So I had, I'm an introvert, first of all, like

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an extreme introvert, even though my perception from the online

Speaker:

world, everyone would be like, Oh, you're extroverted. It's not

Speaker:

true at all. I'm actually extremely introverted. And yeah, I

Speaker:

reached out to him and was like, Hey, would you

Speaker:

like to be on this show that I can't show

Speaker:

you any episodes for it? Cause it's not out yet.

Speaker:

But I think it would be cool to talk to

Speaker:

you about your story because he had won the New

Speaker:

York international film festival and he was just 19 years

Speaker:

old and a Persian guy and his, his uncle was

Speaker:

a famous director in Iran. And like, it was just

Speaker:

this really interesting story I wanted to learn about. And

Speaker:

did he just, he just replied and was like, sure,

Speaker:

that sounds awesome.

Speaker:

And that was the moment of like, Oh my God,

Speaker:

like, well now here's my choice. I can just disappear

Speaker:

and never be productive in anything again, because I'll just

Speaker:

be thinking about that the rest of my life, how

Speaker:

I didn't show up for that. And I'm a coward

Speaker:

or whatever, or I can just suck it up and

Speaker:

do it and prepare and like feel comfortable and get

Speaker:

in there and really have an interview that I feel

Speaker:

good about and talk to this guy. And I went

Speaker:

with the second one. It was like, I'm just going

Speaker:

to free write these questions and like, really know what

Speaker:

I'm going to ask ahead of time. So I feel

Speaker:

comfortable. And then we did the conversation and that guy

Speaker:

changed my life. I mean, he, at the end of

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it, he said, you know, every, he said, he said,

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Hey man, like every day is a bonus round, just

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slow down and enjoy something beautiful.

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That's it? It's all you got to remember. And I

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was like, Oh wow. You know, like it's blowing my

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mind. Like you're right. Every, every minute, every day it's

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just a bonus round. Like why do we complicate things

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and stress about things that really don't have any, you

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know, matter towards our highest being or self, like shouldn't,

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we all just really be sitting around a fire and

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looking at each other in the eyes and saying, Hey,

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I love you. And like, let's taste this meal that

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we're making over the fire together and really enjoy where

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it came from and all the effort and energies of

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the earth that came together to make this meal possible.

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And this next sip of water, let's look at the

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stars and the moon.

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And the more that I remember to just be calm

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and stay simple, the easier it is, you know, the

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sun's rising and it's shining down and that's kinda how

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I centered myself for sure. And it, yeah, it all

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came from over overcoming that big fear of asking this

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one person who I thought would be like, hell no,

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I'm not coming or are we just not respond? You

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know? So

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I really liked that. And I think, I mean, we

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were caught Dennis in December. I think that's going to

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yeah. Really reluctant to ask anyone for anything. But I

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think they're definitely going to start doing more of that.

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So I'm being, trying to be really respectful of your

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time here, but if it's okay with you, I've got

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one more question I'd like to ask before we finish

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up.

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Oh yeah, for sure. All the time.

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Thank you. So I would like to know what is

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your top piece of advice for other people who want

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to start creating their own products? Obviously you've given us

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loads already. Yeah. The advice she's given us been brilliant,

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but if there was one thing.

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Yeah. So it goes back to I'm, I'm really serious

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about your ability to control your, your visual goal approach

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in your personal life and how that flows over into

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your business life. And the most effective thing for me

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has always been making sure that like my core values

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of who I want to be in life are in

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alignment with the actions that I'm taking every day and

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the habits that support those actions. So to elaborate on

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that a little bit, if you have, I mean, I

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can, I'll try to keep it a bit concise.

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Cause it's, it's, it's very simple, but I just want

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to give a bird's eye view of how this works.

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This simple thing that I'm getting at is if you

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know your vision of who you want to become, like

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what's around you, what does it look like? Who's around

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you? What does it feel like? You know, are you

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on a farm? Are you in a, you know, do

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you have a barn? You have horses around, you have

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a child. What are you working on every day that

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really fulfills you or you making plant medicine, tinctures? Are

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you writing a book? Are you taking people on horseback

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rides? Are you Pogo, sticking across the country, in your

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undies? Who knows? What, what does that core value look

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like?

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And then how can you align all of your, your

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actions and your goals to sort of support those core

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values? So to give an example of like a core

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value that I would use say, I usually keep like

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five or six at one, but I value passive income

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and financial freedom through writing, creating, speaking, and sharing my

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gifts of the world because money is an energy that

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allows me to expand all aspects of my lifestyle, right?

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That would be an example of one of my core

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values. Another one that's very simple would be I value

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unconditional love and truth within all aspects of my life.

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It's just these kind of these statements that, that sum

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up who you are and what you want to be

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as, as your living underneath that you would have your

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long-term visions, which are just things that are on your

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vision board, right?

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You don't really have a finite idea of exactly how

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long it's going to take to bring something on your

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vision board to life. But you know, it's not too

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far away, but it's not right in front of you

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either. So like maybe you have an idea to write

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a book, you print or draw a cover of a

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book and put the title on it and then write

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my book across it. And you slap it on your

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vision board. You look at it every day. Maybe you're

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trying to make a transformation in your body or your

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health. And you Photoshop a picture of you with a

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more fit body, put your head on it or whatever,

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or, you know, you can use canvas or something that's

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much easier than Photoshop or just cut and paste the

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old school way and write my body on it. And

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you look at it every day. So those are just

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reminders of like, what you're trying to transform to that

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are also in alignment with your core life values.

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And then underneath, that would be like your short-term goals.

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So these are trackable things that you're really working towards.

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What can I accomplish over the next 100 days? And

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that are going to bring me closer to those vision

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boards, you know, dreams, which also inner alignment with my

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core values and then on a daily basis, it's like,

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this is it. This is what, this is the tip.

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Just get a pack of note cards, that's it. I

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don't, you don't need to do anything else. Get it.

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Do you get a pack of note cards? I like

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note cards per se, to a journal because you can

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just slide them in your pocket and you're not likely

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to carry that journal in your hand, everywhere you go.

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But if you want to do it that way, you

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can, it's the same principle on one side of the

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note card, write two things.

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You're going to do that day to move towards whatever

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those short-term goals that you're working on are. So like,

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say finish my rough draft of a book would be

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my 100 day goal, which is in alignment with like

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I have this book publishing out in the world, which

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is on my vision board essentially, because my core value

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is I am a writer, you know, that's one of

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the, so in that day it's like, okay, I have

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two, two things that I can do today to move

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towards getting this rough draft done. And you can do

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this for multiple goals. So like you could generally, if

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you wanted to, you could expand this as much as

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possible, but just for the sake of this, keep it

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simple, right? Two things you're going to do to move

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towards a goal. That's on your short-term vision in alignment

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with who you want to become.

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And then on the other side, flip it over and

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write an affirmation like in the present tense, I am

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Just an I am statement. You can change it daily,

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or you can use the same one. I use the

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same one for a long time and I was trying

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to create a location, independent lifestyle. Every day I wrote

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I am location independent. And I wrote the date that

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I wanted to accomplish that by which what at the

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I was going to do every single day to move

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I was working for myself and I had sold my

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house and all my belongings.

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And I was like, Whoa, that's vision to reality when

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it slaps you in the face, you know, it's like

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these things come true and you're just sitting there one

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day and you realize it. And you're like, wow, but

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that's the system. Like if you don't do the long-term

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vision and you don't your core values, then you're, you're,

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you're basically paying attention to things that you might have.

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You might not have intent to do forever. So make

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sure your intention and your attention are working together and

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make sure that whatever goals you're working on are in

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alignment with who you want to become. Long-term and just

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do two things per day on a note card, carry

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it around with you. And at the end of the

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day, pull that note card back out, check the boxes

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off of it.

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Feel good about it, do a little celebration and then

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do it again the next day. If you can just

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do one small thing, it helps a lot. But if

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you do two things move a lot quicker than you'll

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ever imagine. So that might be contacting two people to

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share your product, you know, like that could be your

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two things, but that's it. I mean, it's simple, there's

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a little bit of a ramble, but I felt like

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it was necessary to kind of explain the whole perspective

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of it.

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No, that's really good. Thank you so much. And finally,

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where can people go to find out more about you

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and your systems and some of the products that you

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have?

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Yeah, I'm at Heatharmstrong.com is my website or my, you

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know, my podcast is a good place to connect with

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me as well. And on Instagram, I'm just @hefistpumps. My

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company is called one of my publishing side is called

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fist pumps, LLC. So yeah, he, fist pumps is the

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Instagram is probably the easiest way to, to direct message

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me and get ahold of me. So yeah, that's an

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ragecreate.com. We have a new website coming up soon for

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that, which is exciting. So it's a Shopify store. Thank

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God we were doing woo commerce before and it was

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a nightmare. So I'm excited there.

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Perfect. Thank you. And I will link to all of

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the place people and get you in the show notes

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as well for anyone who's doing something that means I

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haven't got a hand treat or to drive things down.

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Well, thank you so much for all of this. I

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loved hearing your story. Thank you for sharing that and

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for being so honest as well. Cause I know, yeah,

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I guess are elements of your story that might have

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been hard to talk about what I really appreciate you

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coming on and sharing that and also for all of

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the sort of really practical advice you've given as well.

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I think it's really useful. So thank you so much.

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I really appreciate it.

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Yeah, no, I'm, I'm really grateful and I appreciate it

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too. So thank you.

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Thank you so much. Hi, thank you so much for

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listening as always. I would absolutely love to know what

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you thought of this episode. Please do remember to rate

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and review the show and also most importantly subscribe. So

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you don't miss out on any future episodes. And as

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a reminder, I release a new episode every single Friday.

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So take care and look forward to speaking to you