(triumphant action music)
- Okay, let's talk about how to cultivate, what's the word?
- [Crowd] Cultivate.
- A fascinating character that makes you famous
within your tribe, and creates business longevity.
What I'm talking about is, when, I'm talking
about personal branding, is I want you to become
the famous person that nobody has ever heard of.
I want you to become a famous person that nobody's
ever heard of, meaning, I want you to become famous
within your niche, not necessarily famous,
like a celebrity that has no privacy.
I want you to be the number one person,
go-to person, in your industry, in your industry.
So you're famous within your circle,
so an example would be my business partner,
Kevin, in the audiologist niche.
If you meet with him on the street,
he's just a normal dude, but, if you go to a trade show,
an audiologist trade show, he's the rock star.
Everybody knows him; does that make sense?
- [Crowd] Yes.
- So famous person in your niche, just that.
With a group of people with a tribe,
and creates business longevity.
So let's talk about character, okay?
Seth Godin has a great book called "Tribes."
A tribe is a group of people connected to one another,
connected to a leader, and connected to a idea,
and I would add to that it's not just connected to a leader,
I believe it's also connected to a character.
Connected to what?
- [Everyone] A character.
- [Dan] Okay, a character.
Here's my quote: "Clients may come to you
"because of what you do, but they stay with you
"because of what you are."
I'll say it again, people, clients come to you,
they may come to you because of what you do,
whatever service, whatever product you sell,
but, they stay with you because of who you are.
So, if you think in terms of what we do,
most of the time, unless you do something,
you provide something very, very unique and nobody's ever,
nobody else does, but most of the time, there are people
who do similar things to what you do, yes or no?
- [Crowd] Yes.
- Similar things.
And maybe they're not as high quality,
but you notice, whatever you serve a client,
they have so many other choices.
Once they choose you, you help them out,
you do some transactions, you do some business.
After a while, whatever you do,
the value you deliver, is most of the time front end loaded.
After a while, so let's say, one of my long term,
I have mentees and business partners or clients been with me
for a highest, longest is eight years.
Eight years, if you think about it,
I was still pretty young, I'm still young, but eight years.
Whatever I teach them, I have taught them.
I mean, they're not learning a whole lot of things
from me that is brand new, does that make sense?
- [Crowd] Yes.
- Probably after two, three years, whatever I know,
I kind of, I've taught them everything I know.
Now, although, am I still growing, yes?
- [Crowd] Yes.
- So there's some new things I bring to the table, yes,
but I could tell you, they stay with me
for that long term because of three things:
one third is clarity, clarity.
So when I talk with them on the phone,
and sometimes I don't even need to say much,
they're just talking and they're thinking,
and I ask them profound questions,
and suddenly they click, oh yeah, that's right.
I never see that, some out of the box idea, some clarity.
Second, it's some out of the box, outrageous,
insight ideas; breakthrough ideas, is what I call.
Sometimes, one third of the time they look for that,
and then one third, I can tell you, they stay with me;
they are just curious what is Dan up to?
One third of the reason: what is Dan up to?
What is he working on?
What's the next project, adventure he's on?
And that has to do with character.
So they stay with me because of who you are;
they stay with you because of who you are.
So, who, let me ask you a question,
and I want to you to think of
whoever comes to mind, just yell the word, okay?
Whoever the personality comes to mind,
just yell out the answer, can you do that?
Here we go, shaken, not stirred;
license to kill; British Secret Service
- [Assorted Yelling] James Bond. 007.
- What's that?
- [Assorted Yelling] James Bond.
- James Bond, okay, how do you know?
(murmurs)
- How do you know? How do you know?
- [Lady In Crowd] Netflix.
- Netflix, yes, yes.
- [Man In Crowd] Branding.
- Branding, yes!
- [Other Man In Crowd] They keep repeating it over and over.
- They keep repeating the same thing over and over,
and over, again, so James Bond.
His parents were killed by a robber
when he was eight years old.
Billionaire playboy that lives in a mansion.
Dressed up in a costume and fights crimes at night, who?
- [Crowd] Batman!
- Batman, how do you know?
(random murmurs)
- Yes, there's a storyline.
There's a storyline, right, Batman.
Immigrated to Canada at age of 14.
No money, no context clues to speak the language.
Parents were divorced... (interrupted by crowd)
- I haven't even finished.
(crowd laughs)
- How do you know, because I keep repeating it,
again and again and again and again.
Some of you, sometimes, you are sick and tired
of hearing your own story, and you stop telling it.
I'm telling you, every time you meet an audience,
you've got to tell the story again.
Because a lot of people don't know.
You've got to keep telling again and again
and again and again, that's right, yeah.
That's me, right, right there.
So, why is backstory important?
So new tribe members must somehow get up to speed.
So you must have a backstory, what?
- [Crowd] A backstory.
- When it comes to personal branding;
how you got to be who you are, where you are,
the authority or expert that you are,
doing what you do, believing and affecting what you do.
What's your backstory, versus,
"Hey, you know what, I just got here,
"I'm the expert at this."
But what about this, where's the journey?
What happens, is it on your website?
This is your methodology, your legend,
your life story summarized, and it must be told
again and again, endlessly, woven into your
newest presentations in different ways,
and used as your foundation, your backstory.
How many of you actually have a backstory
in your marketing right now, okay how many, let's see hands?
One, two, okay, how many of you don't have one?
So, look at the percent, what's in between?
How many have one, nice and high?
How many don't have one?
How many are gonna get one now?
Okay, good.
- [Narrator] Ten times your finances,
Ten times your business, ten times your marketing,
ten times your life, hit the subscribe button now!