can you talk about the genesis of that
idea because you win you went into the
marketing space and in the advertising
space but then you read a bit
disillusioned yeah but you were
cognizant enough to recognize in
yourself that there was there was
something missing in your why I wonder
if you could talk about that part of
your life yeah my story is kind of not
that different to a lot of people to be
honest um III had a good career in
advertising and was working on new
business pictures and stuff for the
company I work for and I lived through
September 11th in New York and you know
September 11th affected many people in
different ways and one of the things
that did to me was it it made me feel
like my my job was stupid you know like
I remember trying to come and my office
was really close to Ground Zero and I
remember coming back to work when we
were allowed to because the area was
closed for a few weeks
remember going back to the office just
thinking what value am i providing here
like might this industry and my job are
ridiculously stupid you know and so I
already had an eye on sort of doing
something else and I had an
entrepreneurial spirit and I considered
myself more of a marketer than an
advertiser anyway and so I quit and
started my own business with a partner
and went to do something that I thought
was in my vision you know not theirs
and it went really well for three years
I mean when I say well meaning we
survived it wasn't it's never like that
you know it was more like that but but
we did okay you know we there's over 90
percent of all small businesses fail in
the first three years and we mainly
didn't we didn't so I mean like that's
that's like that we joined a very elite
club you know but year four was very
different for me I had already bought
out my partner and I completely lost my
passion for what I was doing and I
didn't know why and people say stupid
things do you like follow your passion
you're like I'm doing the same thing and
I don't love it anymore
like do what you love like same thing
you know so I was confused as to what it
was
plus I was embarrassed because
superficially my life was pretty good
I'd made a decent living we had an
amazing clients like we had blue chip
clients that we had no business having
it our little company we did great work
well respected by our clients
yet I didn't feel it and so I didn't I
was very embarrassed by the fact there's
like you know I'm unhappy you know it's
like everything looks just fine you know
so I didn't talk about it and I would
say that all of my energy instead of
going into building my business all of
my energy went into pretending that I
was happier more successful and more in
control than I actually felt which is a
pretty dark space yeah but you're the
leader of that organization so you have
to put that so you put on this air that
yeah you got everything under control
and your family asks you how you is how
you are and everything's under control
and you know I would go to business
conferences to learn how to like build
my businesses that actually make me feel
worse because I'd have all these people
standing on the stage telling us how we
should build our businesses and all I
could hear was everything I was doing
wrong as opposed to what I should be
doing and so it actually made me feel
even more depressed and it wasn't until
a good friend came to me concerned about
me
she saw that she saw that there was
something different she was worried for
me and I remember the conversation she
was very nervous sort of a coming to me
the like you know trying to approach
basically challenging you like your life
is not as you claim it is and it really
allowed me to admit that I was unhappy
and that gave me the courage to find a
solution the fact that I had a friend in
my corner who was there that I could cry
to and say I don't know if I can do this
gave me courage to find a solution and I
was very lucky there was a confluence of
events that happened around the same
time a long story short I was able to
discover that this natural occurring
pattern based on the biology of human
decision-making that every single
organization on the planet exists on the
same three levels what we do how we do
it and why we do it everybody knows what
they do I knew what I did some people
know how they do it I could tell you
what made me different or special or
stand out from my competitors but I
couldn't tell you why and so I realized
until I was able to articulate that
piece that my life was out of balance
everything was out of balance
so I was obsessed with this thing called
the Y figured out how to find my Y
restored my passion to levels I'd never
experienced before unbelievable
did what anybody would do or does when
you find something beautiful
all you share with the people you love
and that's what I did so I shared it
with my friends and I friends started
making crazy life changes and they would
invite me to their homes to share with
the people they loved and I would
literally it all started I would stand
in someone's living room in New York
City and people sit on the floor and I
would give this talk about the why
that's how it all began and people just
kept inviting me to do it I would help
people find their wife or a hundred
bucks on the side you know that's how it
started so there was never a time where
I said ah this will be my career yeah
this this I can make my millions with
this thing you know this thing has
commercial you know value it was never
it was never that it was always
something to share for free or at least
it wasn't a commercial of academic
exercise was always something dish to be
shared because it had value and that was
it and so that's how I that's how I went
on and it's really funny my wise to
inspire people to do what inspires them
I remember I remember exactly where I
was sitting - I had one of the biggest
decisions I had to make in my life which
was the first test of my Y after I had
discovered it which is I've got this
magical thing that clearly has value do
I copy write it writes protect it keep
it for myself put TM every time you see
it anywhere in the world and and
literally sell everything and own at all
or do I look for opportunities to just
share it and give it away whenever
possible and if my why is to inspire
people to do what inspires them there
was no choice I only had one option and
so you've never seen a TM when you see
the Golden Circle or why and the reason
is because I want others to take it I
want others to build on it I want the
idea to spread it's not mine I simply
put the concept into words it belongs to
whoever wants to use it and the reason
it has spread is because that was a
strategic decision many years ago that
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