So there are really three stages to
this kind of stepping into
inevitability. The first stage is letting
it come through you because I don't
believe that you can or at least it
hasn't been my reality that you can just
say hey you know I want a big house and a
Ferrari and I'm going to manifest that
and it's going to happen. It's just
not that simple. To me, you have to latch
onto a truth. It's kind of like this
background. There's all these little
truths
floating around in the world. And Zumba was
one tiny little speck and we took it and
we said okay there's something here and
we're gonna harness it. We're going to
listen to it. It's very much like
parenting. It's what your kid wants
to be. You're supporting your kid. And
we harnessed it and harnessed and harnessed it
until it became what it was.
So the first thing is listen and find
your truth. You don't even find your
truth.
Actually your true kind of finds you.
It kind of hits you. And then you
just have to commit to it and stay with it.
The second phase of it is a having
the courage to actually step into your
truth or step into this field of
inevitability.
That's not easy. In 2006 we created the
slogan for Zumba "Ditch to workout,
join the party." And our gym partners
were gonna stop doing business with us
if we were going to stick to that slogan.
But it was the truth. It was what the
brand wanted to be. And we said, you know
what, whatever happens happens. We have to
put the brand first. Today's Zumba is
in virtually every gym in the world.
Nothing really bad happened and
we were true to what the brand
wanted to be. So it takes a little bit of
courage to actually
step into it and then the hardest
thing is through to stay there. And to
stay in that space of inevitability
where your distorted reality is more
real to you than the real world, it
takes a lot of things. One of the
things that we did was, we painted our
walls. That was a very simple thing.
We went into it.
Zumba was real in our office, at least, if
wasn't real in the rest of the world yet.
We took feedback. Every time there is
feedback, a person tattooed the logo
or whatever, we put it on the wall. We
wanted that to continue to build the
resonance. Gregg Braden talks about a
form of prayer that is not a prayer
where you ask for something. It's a
prayer where you actually step into
it and you feel it and you are it, and
and that's I think the same thing.
What else? Models. Business models.
Business models are great to get
inspiration from them, but they can also
box you up. If you're trying to do
the same thing that Zumba did but
for something else,
it's not going to work. You have
you have to listen to it. To what it wants
to be. Not the stuff that you
learn and then you superimpose it and
then it's kind of lopsided and
you're trying to fit a square hole in
a round peg, or however that goes.
So be careful. Be very weary of
models. Be very weary of feedback. Again
remember, it's like parenting.
You want your kid to be whatever,
whatever his truth is. Not whatever you
want to impose on him or whatever the
world wants to impose on him. And you
want to protect that space. So
models, consumer feedback, research. All
that has a place and be very weary of
that.