hello everyone marco montemagno here
digital domination summit 2013 and today
i have an amazing guest with me is a man
that really has got an impact on I don’t
know 50 million around the world he’s
one of the top business leader around I
think is the number one business guru in
my opinion all over the world I just
tell you two words Tony Robles hi Tony
thanks for being us having me really
only person who can talk faster than I
do but every day it’s the Italian in us
both right you know also we Italian we
speak we hands you those I don’t like
this so Tony I’m so happy to have you
here and before to start I just give you
this story because obviously you don’t
know all you all the people following
you for your long career yes and I was
thinking gosh when I knew Tony Robbins
for the first time so I was thinking
Thing Thing no I thought gosh 25 years
ago I was a professional table tennis
player that’s the I was like not a
Chinese that I was a professional tennis
and what happen was amazing one day I
kept losing you know I did those we in
any match yes and that I bought I was in
a book store and I found a book from
this Tony Robbins awake the giant within
something like that and I sold oh gosh
no classic American books I thought no
this is a current account for then I
started to read and I thought that’s
interesting and I checked one one thing
was when you were talking motion create
emotions yes that for foreign asset is
so important you know because you need
to focus and your posture is important
yes and I tried and like I read the book
on Wednesday Saturday I played the match
and I started to win again and from that
moment I say well this guy he deserve my
attention Wow
how old are you then he’ll be now 25
years you can’t be that old yeah now I’m
26
me too 41 41 so you’re just a young man
that’s amazing yeah well you it’s
amazing what you can do
how fast people can change we’ve all
been conditioned to think change takes
forever it takes ten years to change I
always tell people that’s BS it takes a
moment the moment you have the right
strategy since if you do the wrong thing
you can work at it for ten years and not
succeed when you have the right strategy
you changes everything or the right
psychology yeah I’m gonna have the right
tool but you’re not going to apply it
because you’re in the wrong state and in
athletics that’s state of mind that you
describe that ability to change your
state by using your body not just your
mind is so critical and most people they
lose that edge of times and that’s
usually when I got the call to turn
somebody around is it right only if I
say that yeah I was thinking you know in
which business you’re in and from your
biography you are in many business yes
what I would say is that you’re in the
business of changing people’s life and
business life that’s in one sentence is
it right if I give you one were to be
breakthroughs I live to create
breakthroughs right a breakthrough is
that moment in time where suddenly
everything changes and we all have those
moments where your whole relationship
changed or your business changed some of
those are negative experiences yeah the
positive ones the ones where you weren’t
able to get something done and finally
you figured it out or finally the light
went on or finally the emotion went on
you said not of the day not in an hour
that’s just changing now I know how to
get people not just to trigger that but
I’ve learned there’s three things people
need they need the strategy because
without a strategy you’re just going to
be flailing around learning by trial and
error and you’ll eat up time if you’re
the right strategy you can compress
decades in the days literally you can
save that time but lots of people know
the strategy they know what to do some
of your viewers right now may know they
have their business or they have
something they want to change in life
they know what to do but they’re not
doing it it’s because they’re missing
the right story our story is just my
metaphor for all the beliefs we have all
the expectations all the rules about how
life’s supposed to be how business
supposed to be and when people don’t for
example work out they have a story they
say I have no time well the story is oh
I’ve tried everything you tried
everything you’d be finished right you
know or I’m not relationship because all
the good ones are gone the story keeps
us from either finding the strategy or
actually accessing and using it
effectively but the problem is you can
tell somebody you got a lousy story or
you have a bunch of limiting beliefs
they look at you like you’re crazy yeah
the way you change people is you change
their state right the mental emotional
state is what you made a shift in back
then even
Table Tennis you did it physically there
are many ways to do it as you know like
when you think of somebody and you think
of somebody you’re you get upset with
when you get in an angry state you’ll
remember everything they ever did that
piss you off right you’re instantly but
if you’re in love like you like head
over heels and love like I see you are
with your wife over here and your child
to be it’s very touching to me I love
that yeah when you really love what’s
wrong with life nothing so your story
about life changes when you change your
state on you change your state story and
your strategies you can get a
breakthrough so I do that with
businesses like I’m obsessed with what
makes a business grow how do you help
them market more effectively how you up
to innovate but I’m also equally
obsessed with the people and businesses
are made up of people so they merge
together so the 3s strategy story and
stage yes that’s what what is really
making the difference well it’s much
more complex about yeah 2 seconds I’ve
tried to figure a way to encapsulate it
for people because yeah if you’re not
making progress if you’re not making a
breakthrough either don’t know what to
do you know or you’re doing something
but it’s ineffective or you got limiting
beliefs or you’re in a state where
you’re not using any of this stuff right
and so if we hit all three of those
we’re gonna create breakthrough uh
actually you know when you do an
interview you bring with you this kind
of bloke noticed you know yes I know
that you probably think that I took my
questions but I took my block notice to
get notes from all the things that we
learn from this interview so that I was
if you try to use it a different way
one question 2013 imagine the Tony
Robbins arrived from the moon in this
world in 2013 and you have to start from
zero here French you had an amazing
career I mean this is a just guys get
going Google and look for Tony rolled
aside and you learn discover billions of
things where would you start from if you
should start today in 2013 to launch a
successful business well I think any
business does matter if you’re coming
from the moon or you’ve been here
forever not being here at all you have
to find no you can’t just come up with
an innovation people say well you know
innovation is the key I know that all
businesses you know Devon talked about
this so many different teachers have
talked about it’s all marketing and
innovation Drucker Drucker saying all
businesses is marketing innovation well
what is that innovation is finding a
better way to meet people’s needs than
anybody else does and it’s not enough
just to innovate you to keep innovating
Apple is a perfect example yes you know
it’s the most successful company in the
world but the leader was such an
innovator he drove an innovation culture
that right now they’re in a little bit
of a lull now most of us are hoping that
they’re going to turn that corner but
there they’re still doing great products
but they’re not real breakthroughs
they’re not they’re giving us some of
the same stuff but they aren’t making it
unique enough and then the second part
of it business is marketing which is
getting people who want to do business
with you yeah well today we live in a
world where it used to be that you could
put out the average person would watch
advertisements and after four ads on
average at least in America what it is
in Europe if they were going to buy they
would take some initial buying action
now takes 16 exposures so the cost of
the fourth raising so how do you break
through that the only way to break
through that some people do it by
spending so much money and creating
crazy ads that make you pay attention
because they’re sort of funny or bizarre
or raw but a lot of those ads you don’t
buy their product you laugh yeah you
know the company but you don’t buy their
product right because they’re it’s not
necessarily bringing you in the other
way a small business can do it is you’ve
got to figure an innovation that meets a
need that’s missing right it’s not
enough just to have innovation a lot of
business owners go oh I have this great
idea and I’m so excited they’re going to
launch it but there’s not that big need
if you’re going to build a business of
scale has to feel a significant need in
an innovative way and then you got to
market it now how do you market it well
the best marketing of all is having a
product right that meets people’s needs
so well that the word of mouth is off
the charts and then the second way to do
because that word there’s no replacement
for that word-of-mouth and then a second
way they buy that’s what’s made my
career go for 36 years right people
saying oh my god not it was good not it
would had a good time it was one of the
greatest experiences of my life it was
there’s nothing like it you got to go
people think they’re crazy till they go
and get experience but then on the other
side of it you can also market today and
have a huge advantage if you make your
mentality of marketing what I call van V
am value-added marketing or instead of
trying to compete for eyeballs you go
find out who that client is and you find
a way to meet their needs and you do
things for them that really meet their
needs I don’t care if it’s educate them
provide them an insight something that
gives them more convenience the actual
marketing
self does that for people and then they
begin to understand you recognize you
like you trust you and want to do
business with you
and that’s the way to do it today
because for example I was at Nike and
they called me up and they said you know
we want you to do TV ad for us and I
said look it’s really die so you do yeah
and then I saw my first response was I
didn’t do commercials cuz I did silly
infomercials for years because it was
the only way to reach people but I don’t
do commercials and they came back and
they said but but your friends are gonna
do it I said really think we’re gonna be
rich ‘red Branson and Serena Williams
and Kanye West Kobe Bryant yeah Kobe
Bryant and I’m like and he said it’s
gonna be about it’s gonna be you they’d
be the center of it’s gonna we’re gonna
pretend Kobe as you and it gave me this
whole thing so I called Richard and I
said are you really going he goes yeah
I’m going and Serena I’m really gone so
we go to do this piece you imagine how
much money they spent to get all those
people in one room to do this
tongue-in-cheek ad that really doesn’t
change is nothing about the product
whatsoever it’s just to try to get your
eyeballs and attention so most small
businesses don’t have those resources
they have to make up with it with an
extraordinary product that meets the
needs and they got to make up order by
finding a way to do value added
marketing so that people say this is
someone I want to do business with you
can blow out a Nike if you can create a
direct relationship with the consumer
and you can do that today because of
social media and because of the impact
of social media when you serve people
yeah I was talking with Seth Godin wild
up biggest he’s done yeah I’m a big fan
of Sam and whatever you told me he said
I agree but tell me where we were and I
was talking with him and Indiana he was
talking about this factor his powerful
cow yes theory so to be remarkable this
is the way to go in the marketing so
definitely maybe makes no real sense is
not talking about the feature the
advertising that you did but is
remarkable people eyes you know think oh
gosh this is super cool you know and
they associated with the with the
product and so on well one thing before
talking about business I’ve obviously a
lot of things to ask you about business
I was curious what really inspire you
every day because I mean I was thinking
okay Tony is waking up in the morning
and I mean why should you go to work why
should anybody you know some people
could work as a
– I go to work because I want to again
and I also don’t think of his work you
know you know the old adage if you can
make your location your vacation you
know you never have another unhappy day
in your life every day is a joy I love
my wife my wife inspires that with me I
love my kids but I also love making a
difference and and I’m lit up by seeing
people lit up you know that moment of
aha when people get that aha moment when
they all sudden or they go from like I’m
not going to settle you’re not strength
you see in somebody’s face when all of a
sudden one day they go no more and they
shift so I look at all the ways to do
that and also I’m just curious I’m
always learning so I’m always making new
distinctions about business or about
relationship or about finances are about
emotions I mean to me most people major
in minor things most people know more
about stuff that doesn’t matter they’re
know more about Lindsay Lohan than they
do about their own business or they do
or their own personal life or their
emotion so I’m obsessed to say there’s
only a half dozen or so maybe a little
more than that
subjects that really matter for
everybody your body if you don’t have
energy forget it I don’t care who you
are you want to go in a job interview
and you got no energy it’s going to show
you want to be great relationship and
you want have some passion you’re going
to have love with low energy but you’re
not going to passion a low energy right
you’re not going to be somebody who
inspires anybody your kids or your
co-workers if you don’t have energy
right so I look at physical the physical
body most people will do things for
money that they died to get rid of right
I didn’t give the money up all day long
to have that health back and most people
do it so I look at those tools I look at
and I look for strategies like little
things like you know I found out I
started studying the impact of coconut
oil and you bunch of studies being done
on what it does for not only for memory
and and one of the biggest challenges we
have in our society is aging people
losing their memories you know right but
it also it causes your body to burn fat
you know you don’t have these
fluctuations in your body of blood sugar
if you take it if you just take one
teaspoon a virgin coconut I’m sad a you
have no sugar cravings I mean people
that are addictive sugar and get them
off like that I mean the three teaspoons
one three times a day it changes them if
as you cause your body to bring ketones
which is fat so it’s like this is one
silly obsessive fact that I find out
right I don’t share this with everybody
right now easily but I’m always looking
for what does that
relationships I look at your body I look
at your emotions because that’s the
quality of your life if you got a
billion dollars and every day you’re
pissed off and frustrated you’re angry
where you live emotionally is the
quality of your life and so then I look
at okay what about intimate
relationships because that’s where all
the juices and all the pain is for most
people and then I look at you know
obviously how do people use their time
not managing it but mastering it
squeezing out of that time what you want
then I look at the issues that relate to
your work your finances and then the
spirit not religiously but in a
spiritual level what makes you light up
what is it that makes you feel like
you’re growing and giving what makes you
celebrate life so outside running your
business those six or seven subjects to
me is all of life so every day I wake up
wanting learn more and share more in
that area and nothing’s more inspiring
because it changes people’s lives I want
to talk a little bit about your digital
life yes because I was very curious when
you when you started I remember more or
less the day that you arrived online
because you did a lot of events
obviously a lot of physical events your
big success but we we hear London now
and you just did a another amazing event
like that crazy never go back yeah
and so I was always wondering I thought
gosh how Tony will will manage you know
the the online part which is different
you know and will emerge the offline
platform that he has with the online
side can you elaborate and a because I
think it’s very interesting for our
business that maybe they good on the
physical on the traditional business but
when they go online hmm they really
don’t know that the way to go well I I’m
sorry by the way you have over two
million followers on Twitter you are top
linking an influencer so you from zero
you went to me to know it’s very yeah
well if you want to the secret to it I
think the secret is what you do offline
is this importance what you want on if
you don’t have value offline people
don’t come to see you right so I think
it’s an extension of your relationship
with people I look at Twitter for me as
my way of using it is the world were in
has so much information coming at us
that we’re no longer an Information Age
weren’t an attention age I everybody’s
fighting for your attention yeah and
we’re drowning in information and we’re
starving for wisdom so what I look at is
I look at myself as an intelligent
browser like I follow certain people
like
a Richard Branson or variety people that
I love and personally know Marc Benioff
be like that they’re friends of mine but
even friends of yours you don’t talk to
you every day yeah and they’re looking
for content that they want to share
that’s interesting so they help me to
take all the data and bring it down and
stuff I might really want to take a look
at and I try to be that for other people
okay
and so in Twitter you only have 140
characters so the key is know your
limitations so I look at it this way I I
plant seeds of inspiration which is what
people want in forms of quotes
I bring links that are things that are
entertaining and interesting and that
tell people what’s coming I’m very
interested in the newest technology not
just devices but in health accounting
medicine things so anything that can
inspire and educate people I try to be a
source of I have my individual
conversations I do them by direct
messaging some people think I don’t even
talk directly on Twitter but I did I
talk every day I just don’t want to fill
my feed with a million other things that
are there that someone might not be
interested in and I can go directly to
people on Facebook my facebook is an
extension of that on LinkedIn I spent a
bit more time because I had a larger
venue I could put more content and I
don’t know where we are right now but
we’re in the top five most follow people
on LinkedIn which is pretty exciting and
fun but it’s also my audience it’s
business people that I’m helping to work
with so my answer your question would be
if you want to succeed you’ve got to
know the limitations of the technology
as well as the strengths you know so if
I in the beginning on Twitter is trying
to like answer everything is there’s 140
characters not gonna happen so a link to
something that gives answers right a
link to something an idea is something
it’s beautiful use it to help people
understand what you’re looking at that
you think is valuable that you think it
might be valuable for them as well and
it’s a way to stay personally connected
Facebook a little more depth LinkedIn
more the business audience and it’s like
we’re link a little deeper there a
little more content there but none of it
is a seminar so what I also do is
webinars yeah and so for example you
said you just attended by the
entrepreneurial one I’ve got so I’ve got
a I put a five-week business course
together um that I mean anybody’s going
through it’ll tell you it’s worth
thousands of dollars and I just put out
there and say add value I’m gonna add
value I’m not holding anything back from
anybody this is some of the best stuff I
know that can help you grow your
business go to the session once a week
or cost you nothing if you want to do
more business with me and become a
client I’d love to be able to serve you
but if you don’t go rock and roll and
build from this so I think an attitude
of generosity true generosity not fake
generosity and
attitude of trying to add value
everywhere you are offline and online is
really the kick I was talking with a
digital dimensional summit speaker the
other day yes and what was funny because
he said a marker you know you remind me
of Bear Grylls and you know the guy
who’s the Explorer you know go hero and
I thought gosh I’m not like Mercury’s I
don’t go in Sahara Desert
I don’t eat you know spiders or you say
no no but because you know you go you
explore great people minds in the
digital world try to get a recipe and
then bring it to people or business and
I thought cool I thought well I I will
use it for it for my description never
thought about that and what I was always
looking at your career was your ability
to model to do modelling grey yes
Piersol and find patterns so I think you
are the pattern master for in my opinion
in business what are the most important
pattern that you discover of most
successful people if you can you know
summarize the most important you’re the
most successful people period although
if you gave one characteristic above all
else the one universal characteristic I
can return what someone’s going to
succeed or fail hunger if a person has
hunger that drive that inner drive not
drive somebody else gives them but
something inside there’s a curiosity
there’s a demand there’s a need to give
there’s need to grow there’s need to
expand there’s a need to change the
world if that hunger doesn’t ever get
fully satisfied that personally success
because most people if they are hungry
and then they achieve a certain level
and they’re like you know I go to work
to that you know I’ve done it what the
hell else we do when you lose your
hunger you lose your drive you lose your
life so hunger is the first
characteristic but I think the second
thing is extraordinary passion because
some people hungry but they just don’t
have enough energy to bring the table
you find something I don’t care and
they’re all different styles don’t get
me wrong
Marc Benioff is a dear friend of mine
started salesforce.com out of one of my
seminars he worked for Oracle he left he
set this goal that day i’ma build
salesforce.com I’ll make it a hundred
million dollar company his goes 100
million yeah this year they’re gonna do
four billion fourteen years later right
now Marcus got hunger he never is
satisfied doesn’t mean there’s an
enjoying where he is he totally enjoys
Ria’s but there’s always a new level
he’s gotta get
he’s kind of contributes got to be on
the next edge of he’s got this curiosity
he has this passion but the third thing
they’ll have is incredible standards
Steve Jobs had passion different style
not talking fast like me you could see
it in the gleam of his eye Steve Jobs
had a hunger it was never good enough
Steve Jobs God rest his soul this is a
man who had standards that made people
freaked out to go sit down with him
because yeah nothing was good enough but
that’s what he built the most successful
company in the history of the world so
those might be three I could give you a
dozen but those three off the top I
think are the most important one if you
don’t have that hunger you got to get
hungry again you got it
you can get hungry by getting round
where it’s better right like if you get
around people that are incredibly
successful and you spend time around
there something might strike you you
might say you know what am i doing
settling for this light this is what I’m
about or you might get hungry because
you hit the ground hard enough I can
fail hard enough that you finally it
shakes you up and you say I’m never
going to be here again it happens on
both sides but hunger is that base key
ultimate business advantage Jim I’m
following this but you have a several
products and services yes coaching I
mean you do a lot for for business
around one topic that is very
interesting for business today is how do
you find your customer how do you find
your ideal customer that’s the problem
and everyone say yeah you have to find
your ideal customer but then I think how
I mean where do I start from well I
think I think that I think there’s a
problem happens before that if I may ask
or may say I think it’s hard to know
your ideal customers unless you’ve
discarded discovered who you need to be
I start business owners out with a
simple question I say what business you
had yeah and how’s business there was a
– questions Peter Drucker always asked
right and they’re pretty easy questions
but and what number what something says
verbally you can see how business really
is you know it’s really going good no
it’s not right but when I do that then I
ask the next question which I say what
business are you really in because
somebody might say something like well
I’m in the medical supply device
business right well there’s no emotion
or juice in that and they got him at
business at one time for juice I said
what business are you really in what got
you in his business originally they’ll
go well my mother was ill when I was a
kid and she was saved by these medical
devices
and she was able to be pregnant because
and because of that I’m here today and
that’s why I got a business well where’d
that go when you got into medical
devices business so what goes is you’re
really in because I’m really in the
business of saving lives
oh really in the business of helping
medical doctors to make a bigger
difference I’m in the business of making
sure that people stay in hospitals less
and there’s this emotion that starts to
come out of it in that state you’re
gonna be able figure out your ideal
client is very different than who’s
going to be a client where do I start
yeah you you have to get associated with
business um but I also bring up another
question what business are you really in
what business do you need to be in
because Apple is the best example of
this Apple was in the computer business
and they were a disaster I mean you’re a
total disaster they one of the best
companies in the world and most of us
never back in 1997 those of us who loved
Apple we were thinking how do we stay
with them their company’s going to go
bankrupt they brought Steve back what
did Steve do well brought a lot of
enthusiasm a passionate marketing but
the first thing he really started to do
and people I know it was was spend time
with him said he said what business are
we in computers what business do we need
to be in visitor we really we’re not
just in computers at our best we brought
magic to people’s lives and our best we
lit people up at our best we brought aw
and wonder at our best we can fling
connected people at our best we were
cool you know and we made other people
feel cool and he said you know what we
really are is we connect people to their
passions and he’s what are their
passions music pictures wow each other
communication well that shifted them
from Apple computers gradually what
business do we need to be in well more
than half of Apple today is what it’s a
phone company they do more than half
their businesses Avoca if you look at
what actual computers are computers are
20% of Apple’s revenues and they just
broke a hundred billion dollars in sales
and they’re not at their highest peak of
innovation right now as they were before
so this is one of the most powerful
companies in the world that change
because if they would have stayed a
computer company there’s no way they’d
be in the position they’re in they
became Apple not Apple computers you
might be in the wrong business yeah
before you figure out your ideal
customers find out what business you’re
in what business are you really in what
business do you need to be in because I
can tell you in 2008 I looked around I
have a dozen companies I looked at my
own companies and I looked around people
around me very sick
that were really struggling the toughest
time of 2008 when people just were
really fearful and the thing I realized
was you have to decide what business do
you need to be in in the future because
there are still people spending money
just fewer of them who’s still spending
money who still has needs you might have
to go meet those people’s needs and make
them your ideal customer for a while
while the economy is adjusting and
that’s what we did with some of the
companies that I coach two questions in
one
number one is you run several different
business because I mean you are yeah of
course you are in talking with
businesses but you have also I think a
real estate business I mean you have
several hospitality hospitality
different angle management and of course
their charity but but I mean a lot of
different sectors how could you handle
everything I mean you should be expert
of each of them or what what’s your
suggestion about this well my suggestion
is get good at one dozen probably the
biggest mistake that young entrepreneurs
make is they start getting excited about
so many projects and then you can only
give so much focus it’s like you have
one child you want another and another
and another some people can handle that
but most people have no hair to do that
it’s not saying not to do it but unless
you’re really skilled you’re probably
good to start with one business you go
to the other ones because this one isn’t
giving you enough reward if you do that
with your children this child is never
going to develop right right are they’re
gonna have problems and that’s what
happens in a lot of relationships so you
should stick with it but once you
succeed and you know the fundamental
patterns of what makes a business
succeed I only into businesses that I am
passionate about I’m as much an artist
as am an entrepreneur meaning I want to
do things that are exquisite so for
example my Resort in Fiji anamoly resort
and spas the numbers are in the country
it’s now the number one resort and the
top ten I should say in the South
Pacific depends in you read Oprah went
there last year she made it her number
one place in the world to go for Oprah
Winfrey so we built an incredible place
it was a backpackers resort that had six
little places and now I’ve got 525 acres
I bought the entire rainforest and
preserved because they were cutting it
down we have three miles ocean frontage
we have 125 staff members to take care
of 40 guests that’s not the best
business to be in but it’s damn fun I
love it I enjoy it that people’s lives
are changed so I
some businesses frankly not because it’s
the highest margin business but because
it’s something that is an extension of
what I want to give to the world and I
have other businesses that are much more
profitable they have much bigger margin
but they still are something I believe
in so if you know how to run a business
and you’re totally passionate about the
area and you got strong enough people I
couldn’t do any of this unless I also
had recruited the best people so I have
the best people we agree on the outcomes
and purposes not every activity I cut
them loose to make sure as long as we
rely on the outcome and purpose is what
needs to be done and why how they get it
done is their business and they do
things I would have done they’re smarter
than I am a lot of areas I try to hire
smarter people okay being businesses I
really know businesses I’m passionate
about and businesses I’m a consumer of
because I can taste and experience
whether or not it meets the standard
that I want for it and I’m in business
because it’s fulfilling right I
certainly know how to make money and
done extremely well in that area but
that’s not what drives me personally and
for some people it is what drives them
and so they should pick a business that
has the highest margin that in the
lifecycle of an industry is on its way
up not on that sway down you know that’s
really important if you’re in the
selling of pencils and paper and staples
and things of that business you know
that industry is mid-life to starting to
age even if you do really well you’re
not going to go over too well this
you’re going to reinvent that industry
with something new so you if you’re
purely for the money you better look at
the life stage even if you’re not you
should look at the life stages affect
your business you should look at what
your passion is and then you should make
sure you got the right people clear
outcomes and then you have the skills to
really do this I recently heard Richard
Branson talking about Steve Jobs and was
very funny because he in the interview
said any richer what do you think about
Steve Jobs and he said yes Steve Jobs he
was great he was a good manager and so a
good manager I mean the entrepreneur but
I know was thinking and obviously if
anyone else would have say that phrase
ah you know the world would will start a
revolution but Richard Branson went
speaks probably he knows his stuff
so was thinking I thought gosh he’s
right because Steve Jobs what was only
inside his his company so it was not
really delegating was that the number
one person yes and so
to everyone want to launch their own
business a lot of people they just want
to work for someone else which is fine
and I would like to understand if you
have any tips for people who just want
to improve their career you know they
not entrepreneurs but they maybe have to
go to a job interview and they don’t
know exactly what to do or they want to
be remarkable but they don’t know where
to start from any help for them of
course most people most people don’t
work for themselves
if that’s what you’re made of I’d say go
for it but if you’re not you still have
to think like an entrepreneur because
the world is on trial today so if you’re
gonna move up in a company you have to
be a person who’s number one focus is
add more value than anybody else does
it’s the only way to do it if you want
to make twice as much money and half the
time or three times or four times or ten
times you gotta figure out you add 10 20
30 40 50 times the value how do you
become so valuable to that company not
by manipulation by finding things that
you can do for people if you’re going to
a job interview the number one thing I
would do is do all the homework you can
about that company about who you’re
gonna meet with about how the company
operates and today with social media and
with the web and with conversations you
know you can find out so much if you
just take the time instead of doing 800
interviews
I’d be picking what my top five are and
I do learn everything I could about
those companies and I think are there
some skill sets I need that I don’t
currently have that I want to go add to
my repertoire so I can bring that to the
table for this company as well how about
I retool my skills because a lot of
people today are just going on a job
interviews especially in America where
they’re been people they’ve been you
know on unemployment for two years or
more and what’s happened is they’ve lost
confidence they’re not in state they
aren’t certain they can succeed and
their skills are antiquated
so we’re living world where change is
happening like this and you don’t to be
the tech business to know that the
intelligence of the tech business is
starting to seep into every industry and
so today you might want to say okay
where’s my best opportunity there’s a
growing industry obviously in the
medical field there’s a growing industry
and and clean energy maybe I have to go
retool myself so that I can go get the
kind of job that I want as opposed to
why do I keep failing that’ll never help
second do your homework on targets and
then I would also be Hargett on the
person’s getting interview as much
you could okay then I put myself in
state I’d really say how can I add so
much value and I’d be in there with
specific things you could do and last
thing I do is go say have some fun
because if you enjoy yourself the
interviewer will enjoy you but if you’re
in there like every moment you know what
you’re trying to squeeze that in you’re
not gonna have a good time I think you
got to be natural and real and then the
last one I’d say is go until simplistic
as that is I mean guys like Disney most
people forgotten the guy was turned down
by 102 banks 102 banks before they
finally said yes I mean Colonel Sanders
a thousand and nine knows before he got
his first franchise 1009 two and a half
years sleeping a car in his rumpled
white suit right so even if you aren’t
an entrepreneur you still have to have
the entrepreneurs drive and hunger you
still have to think about how to add
value constantly and you got to be able
to connect with people those skill sets
are invaluable whether you own your own
business or not right last question and
then I like to go Tony thank you so much
for your time I was wondering if there
is an app or a website or a digital tool
that that you use every day and you
think gosh this is for business is very
good for being more productive or
effective is any chart that Tony the
Tony Robbins did you a lot of naps but
you know what’s interesting and that I
found about apps is they’re very few you
use consistently like that a lot of them
in the early days you downloaded
everything it was all apps but I there
are a lot of cool apps I mean obviously
he’s all the social media LinkedIn
Twitter and so forth there’s a way to
connect to make things happen but I
personally like to look at things and
say what’s something that I could
actually get some value from more long
term and so for example oh if I pull
mine out here I’ll have the stuff that
is my personal life like I love I hear
music and bam you know I got Shazam is
an old app I still use it all the time I
got a million other apps I didn’t apply
but on the business side I’d say I use
LinkedIn to go search other elements
it’s probably one things I use the most
that I like I use Twitter from a
perspective of the ability to have a
direct conversation business-wise with
my clients and customers and sometimes
I’ll ask them questions and I’ll get a
lot of a diverse response and any zeal
until yeah that’s me I’m the only person
Twitter I could have a whole lot bigger
following probably if I if I did it on
Facebook if it’s not me it says it’s not
me and most the time it’s not kind
because there’s only so much time
LinkedIn it’s me
whether it’s me so anyway the point is
though I use it sometimes to get
feedback you know what do you think of
this where is this I’ll get a group
people go to a website to give that
feedback to make that happen
um but you know I’m my own experience
right now if I open my apps here they go
what’s on the front page here of this
piece I go I got Orchestra that I’m
playing with right now which is a great
tool for kind of managing your time and
so forth doesn’t quite meet all my needs
I’ve had Wunderlist in the past which
I’m not using anymore they just upgraded
it but I look here and go ok it’s really
the stuff that I’m using ears comes back
to LinkedIn mailbox
I love mailbox it’s a brand new app yeah
and it’s really useful for being able to
manage your email something that I’ve
wanted for some time that makes things
of that nature but most business apps
that I’ve seen need to lead to something
deeper you know they leave it because
there’s only so much you can do with an
app other than manage processes or time
and most those things are built in
anybody so great maybe books by the way
great success I think amazing amazing
success date but they got acquired by
Dropbox I think or isn’t right I can see
people that pronoun that our Orchestra
actually built it and sold it I think
much thank you right Tony thank you so
much though you’re all busy Tony good luck for everything really think
digital domination summit 2013 and today
i have an amazing guest with me is a man
that really has got an impact on I don’t
know 50 million around the world he’s
one of the top business leader around I
think is the number one business guru in
my opinion all over the world I just
tell you two words Tony Robles hi Tony
thanks for being us having me really
only person who can talk faster than I
do but every day it’s the Italian in us
both right you know also we Italian we
speak we hands you those I don’t like
this so Tony I’m so happy to have you
here and before to start I just give you
this story because obviously you don’t
know all you all the people following
you for your long career yes and I was
thinking gosh when I knew Tony Robbins
for the first time so I was thinking
Thing Thing no I thought gosh 25 years
ago I was a professional table tennis
player that’s the I was like not a
Chinese that I was a professional tennis
and what happen was amazing one day I
kept losing you know I did those we in
any match yes and that I bought I was in
a book store and I found a book from
this Tony Robbins awake the giant within
something like that and I sold oh gosh
no classic American books I thought no
this is a current account for then I
started to read and I thought that’s
interesting and I checked one one thing
was when you were talking motion create
emotions yes that for foreign asset is
so important you know because you need
to focus and your posture is important
yes and I tried and like I read the book
on Wednesday Saturday I played the match
and I started to win again and from that
moment I say well this guy he deserve my
attention Wow
how old are you then he’ll be now 25
years you can’t be that old yeah now I’m
26
me too 41 41 so you’re just a young man
that’s amazing yeah well you it’s
amazing what you can do
how fast people can change we’ve all
been conditioned to think change takes
forever it takes ten years to change I
always tell people that’s BS it takes a
moment the moment you have the right
strategy since if you do the wrong thing
you can work at it for ten years and not
succeed when you have the right strategy
you changes everything or the right
psychology yeah I’m gonna have the right
tool but you’re not going to apply it
because you’re in the wrong state and in
athletics that’s state of mind that you
describe that ability to change your
state by using your body not just your
mind is so critical and most people they
lose that edge of times and that’s
usually when I got the call to turn
somebody around is it right only if I
say that yeah I was thinking you know in
which business you’re in and from your
biography you are in many business yes
what I would say is that you’re in the
business of changing people’s life and
business life that’s in one sentence is
it right if I give you one were to be
breakthroughs I live to create
breakthroughs right a breakthrough is
that moment in time where suddenly
everything changes and we all have those
moments where your whole relationship
changed or your business changed some of
those are negative experiences yeah the
positive ones the ones where you weren’t
able to get something done and finally
you figured it out or finally the light
went on or finally the emotion went on
you said not of the day not in an hour
that’s just changing now I know how to
get people not just to trigger that but
I’ve learned there’s three things people
need they need the strategy because
without a strategy you’re just going to
be flailing around learning by trial and
error and you’ll eat up time if you’re
the right strategy you can compress
decades in the days literally you can
save that time but lots of people know
the strategy they know what to do some
of your viewers right now may know they
have their business or they have
something they want to change in life
they know what to do but they’re not
doing it it’s because they’re missing
the right story our story is just my
metaphor for all the beliefs we have all
the expectations all the rules about how
life’s supposed to be how business
supposed to be and when people don’t for
example work out they have a story they
say I have no time well the story is oh
I’ve tried everything you tried
everything you’d be finished right you
know or I’m not relationship because all
the good ones are gone the story keeps
us from either finding the strategy or
actually accessing and using it
effectively but the problem is you can
tell somebody you got a lousy story or
you have a bunch of limiting beliefs
they look at you like you’re crazy yeah
the way you change people is you change
their state right the mental emotional
state is what you made a shift in back
then even
Table Tennis you did it physically there
are many ways to do it as you know like
when you think of somebody and you think
of somebody you’re you get upset with
when you get in an angry state you’ll
remember everything they ever did that
piss you off right you’re instantly but
if you’re in love like you like head
over heels and love like I see you are
with your wife over here and your child
to be it’s very touching to me I love
that yeah when you really love what’s
wrong with life nothing so your story
about life changes when you change your
state on you change your state story and
your strategies you can get a
breakthrough so I do that with
businesses like I’m obsessed with what
makes a business grow how do you help
them market more effectively how you up
to innovate but I’m also equally
obsessed with the people and businesses
are made up of people so they merge
together so the 3s strategy story and
stage yes that’s what what is really
making the difference well it’s much
more complex about yeah 2 seconds I’ve
tried to figure a way to encapsulate it
for people because yeah if you’re not
making progress if you’re not making a
breakthrough either don’t know what to
do you know or you’re doing something
but it’s ineffective or you got limiting
beliefs or you’re in a state where
you’re not using any of this stuff right
and so if we hit all three of those
we’re gonna create breakthrough uh
actually you know when you do an
interview you bring with you this kind
of bloke noticed you know yes I know
that you probably think that I took my
questions but I took my block notice to
get notes from all the things that we
learn from this interview so that I was
if you try to use it a different way
one question 2013 imagine the Tony
Robbins arrived from the moon in this
world in 2013 and you have to start from
zero here French you had an amazing
career I mean this is a just guys get
going Google and look for Tony rolled
aside and you learn discover billions of
things where would you start from if you
should start today in 2013 to launch a
successful business well I think any
business does matter if you’re coming
from the moon or you’ve been here
forever not being here at all you have
to find no you can’t just come up with
an innovation people say well you know
innovation is the key I know that all
businesses you know Devon talked about
this so many different teachers have
talked about it’s all marketing and
innovation Drucker Drucker saying all
businesses is marketing innovation well
what is that innovation is finding a
better way to meet people’s needs than
anybody else does and it’s not enough
just to innovate you to keep innovating
Apple is a perfect example yes you know
it’s the most successful company in the
world but the leader was such an
innovator he drove an innovation culture
that right now they’re in a little bit
of a lull now most of us are hoping that
they’re going to turn that corner but
there they’re still doing great products
but they’re not real breakthroughs
they’re not they’re giving us some of
the same stuff but they aren’t making it
unique enough and then the second part
of it business is marketing which is
getting people who want to do business
with you yeah well today we live in a
world where it used to be that you could
put out the average person would watch
advertisements and after four ads on
average at least in America what it is
in Europe if they were going to buy they
would take some initial buying action
now takes 16 exposures so the cost of
the fourth raising so how do you break
through that the only way to break
through that some people do it by
spending so much money and creating
crazy ads that make you pay attention
because they’re sort of funny or bizarre
or raw but a lot of those ads you don’t
buy their product you laugh yeah you
know the company but you don’t buy their
product right because they’re it’s not
necessarily bringing you in the other
way a small business can do it is you’ve
got to figure an innovation that meets a
need that’s missing right it’s not
enough just to have innovation a lot of
business owners go oh I have this great
idea and I’m so excited they’re going to
launch it but there’s not that big need
if you’re going to build a business of
scale has to feel a significant need in
an innovative way and then you got to
market it now how do you market it well
the best marketing of all is having a
product right that meets people’s needs
so well that the word of mouth is off
the charts and then the second way to do
because that word there’s no replacement
for that word-of-mouth and then a second
way they buy that’s what’s made my
career go for 36 years right people
saying oh my god not it was good not it
would had a good time it was one of the
greatest experiences of my life it was
there’s nothing like it you got to go
people think they’re crazy till they go
and get experience but then on the other
side of it you can also market today and
have a huge advantage if you make your
mentality of marketing what I call van V
am value-added marketing or instead of
trying to compete for eyeballs you go
find out who that client is and you find
a way to meet their needs and you do
things for them that really meet their
needs I don’t care if it’s educate them
provide them an insight something that
gives them more convenience the actual
marketing
self does that for people and then they
begin to understand you recognize you
like you trust you and want to do
business with you
and that’s the way to do it today
because for example I was at Nike and
they called me up and they said you know
we want you to do TV ad for us and I
said look it’s really die so you do yeah
and then I saw my first response was I
didn’t do commercials cuz I did silly
infomercials for years because it was
the only way to reach people but I don’t
do commercials and they came back and
they said but but your friends are gonna
do it I said really think we’re gonna be
rich ‘red Branson and Serena Williams
and Kanye West Kobe Bryant yeah Kobe
Bryant and I’m like and he said it’s
gonna be about it’s gonna be you they’d
be the center of it’s gonna we’re gonna
pretend Kobe as you and it gave me this
whole thing so I called Richard and I
said are you really going he goes yeah
I’m going and Serena I’m really gone so
we go to do this piece you imagine how
much money they spent to get all those
people in one room to do this
tongue-in-cheek ad that really doesn’t
change is nothing about the product
whatsoever it’s just to try to get your
eyeballs and attention so most small
businesses don’t have those resources
they have to make up with it with an
extraordinary product that meets the
needs and they got to make up order by
finding a way to do value added
marketing so that people say this is
someone I want to do business with you
can blow out a Nike if you can create a
direct relationship with the consumer
and you can do that today because of
social media and because of the impact
of social media when you serve people
yeah I was talking with Seth Godin wild
up biggest he’s done yeah I’m a big fan
of Sam and whatever you told me he said
I agree but tell me where we were and I
was talking with him and Indiana he was
talking about this factor his powerful
cow yes theory so to be remarkable this
is the way to go in the marketing so
definitely maybe makes no real sense is
not talking about the feature the
advertising that you did but is
remarkable people eyes you know think oh
gosh this is super cool you know and
they associated with the with the
product and so on well one thing before
talking about business I’ve obviously a
lot of things to ask you about business
I was curious what really inspire you
every day because I mean I was thinking
okay Tony is waking up in the morning
and I mean why should you go to work why
should anybody you know some people
could work as a
– I go to work because I want to again
and I also don’t think of his work you
know you know the old adage if you can
make your location your vacation you
know you never have another unhappy day
in your life every day is a joy I love
my wife my wife inspires that with me I
love my kids but I also love making a
difference and and I’m lit up by seeing
people lit up you know that moment of
aha when people get that aha moment when
they all sudden or they go from like I’m
not going to settle you’re not strength
you see in somebody’s face when all of a
sudden one day they go no more and they
shift so I look at all the ways to do
that and also I’m just curious I’m
always learning so I’m always making new
distinctions about business or about
relationship or about finances are about
emotions I mean to me most people major
in minor things most people know more
about stuff that doesn’t matter they’re
know more about Lindsay Lohan than they
do about their own business or they do
or their own personal life or their
emotion so I’m obsessed to say there’s
only a half dozen or so maybe a little
more than that
subjects that really matter for
everybody your body if you don’t have
energy forget it I don’t care who you
are you want to go in a job interview
and you got no energy it’s going to show
you want to be great relationship and
you want have some passion you’re going
to have love with low energy but you’re
not going to passion a low energy right
you’re not going to be somebody who
inspires anybody your kids or your
co-workers if you don’t have energy
right so I look at physical the physical
body most people will do things for
money that they died to get rid of right
I didn’t give the money up all day long
to have that health back and most people
do it so I look at those tools I look at
and I look for strategies like little
things like you know I found out I
started studying the impact of coconut
oil and you bunch of studies being done
on what it does for not only for memory
and and one of the biggest challenges we
have in our society is aging people
losing their memories you know right but
it also it causes your body to burn fat
you know you don’t have these
fluctuations in your body of blood sugar
if you take it if you just take one
teaspoon a virgin coconut I’m sad a you
have no sugar cravings I mean people
that are addictive sugar and get them
off like that I mean the three teaspoons
one three times a day it changes them if
as you cause your body to bring ketones
which is fat so it’s like this is one
silly obsessive fact that I find out
right I don’t share this with everybody
right now easily but I’m always looking
for what does that
relationships I look at your body I look
at your emotions because that’s the
quality of your life if you got a
billion dollars and every day you’re
pissed off and frustrated you’re angry
where you live emotionally is the
quality of your life and so then I look
at okay what about intimate
relationships because that’s where all
the juices and all the pain is for most
people and then I look at you know
obviously how do people use their time
not managing it but mastering it
squeezing out of that time what you want
then I look at the issues that relate to
your work your finances and then the
spirit not religiously but in a
spiritual level what makes you light up
what is it that makes you feel like
you’re growing and giving what makes you
celebrate life so outside running your
business those six or seven subjects to
me is all of life so every day I wake up
wanting learn more and share more in
that area and nothing’s more inspiring
because it changes people’s lives I want
to talk a little bit about your digital
life yes because I was very curious when
you when you started I remember more or
less the day that you arrived online
because you did a lot of events
obviously a lot of physical events your
big success but we we hear London now
and you just did a another amazing event
like that crazy never go back yeah
and so I was always wondering I thought
gosh how Tony will will manage you know
the the online part which is different
you know and will emerge the offline
platform that he has with the online
side can you elaborate and a because I
think it’s very interesting for our
business that maybe they good on the
physical on the traditional business but
when they go online hmm they really
don’t know that the way to go well I I’m
sorry by the way you have over two
million followers on Twitter you are top
linking an influencer so you from zero
you went to me to know it’s very yeah
well if you want to the secret to it I
think the secret is what you do offline
is this importance what you want on if
you don’t have value offline people
don’t come to see you right so I think
it’s an extension of your relationship
with people I look at Twitter for me as
my way of using it is the world were in
has so much information coming at us
that we’re no longer an Information Age
weren’t an attention age I everybody’s
fighting for your attention yeah and
we’re drowning in information and we’re
starving for wisdom so what I look at is
I look at myself as an intelligent
browser like I follow certain people
like
a Richard Branson or variety people that
I love and personally know Marc Benioff
be like that they’re friends of mine but
even friends of yours you don’t talk to
you every day yeah and they’re looking
for content that they want to share
that’s interesting so they help me to
take all the data and bring it down and
stuff I might really want to take a look
at and I try to be that for other people
okay
and so in Twitter you only have 140
characters so the key is know your
limitations so I look at it this way I I
plant seeds of inspiration which is what
people want in forms of quotes
I bring links that are things that are
entertaining and interesting and that
tell people what’s coming I’m very
interested in the newest technology not
just devices but in health accounting
medicine things so anything that can
inspire and educate people I try to be a
source of I have my individual
conversations I do them by direct
messaging some people think I don’t even
talk directly on Twitter but I did I
talk every day I just don’t want to fill
my feed with a million other things that
are there that someone might not be
interested in and I can go directly to
people on Facebook my facebook is an
extension of that on LinkedIn I spent a
bit more time because I had a larger
venue I could put more content and I
don’t know where we are right now but
we’re in the top five most follow people
on LinkedIn which is pretty exciting and
fun but it’s also my audience it’s
business people that I’m helping to work
with so my answer your question would be
if you want to succeed you’ve got to
know the limitations of the technology
as well as the strengths you know so if
I in the beginning on Twitter is trying
to like answer everything is there’s 140
characters not gonna happen so a link to
something that gives answers right a
link to something an idea is something
it’s beautiful use it to help people
understand what you’re looking at that
you think is valuable that you think it
might be valuable for them as well and
it’s a way to stay personally connected
Facebook a little more depth LinkedIn
more the business audience and it’s like
we’re link a little deeper there a
little more content there but none of it
is a seminar so what I also do is
webinars yeah and so for example you
said you just attended by the
entrepreneurial one I’ve got so I’ve got
a I put a five-week business course
together um that I mean anybody’s going
through it’ll tell you it’s worth
thousands of dollars and I just put out
there and say add value I’m gonna add
value I’m not holding anything back from
anybody this is some of the best stuff I
know that can help you grow your
business go to the session once a week
or cost you nothing if you want to do
more business with me and become a
client I’d love to be able to serve you
but if you don’t go rock and roll and
build from this so I think an attitude
of generosity true generosity not fake
generosity and
attitude of trying to add value
everywhere you are offline and online is
really the kick I was talking with a
digital dimensional summit speaker the
other day yes and what was funny because
he said a marker you know you remind me
of Bear Grylls and you know the guy
who’s the Explorer you know go hero and
I thought gosh I’m not like Mercury’s I
don’t go in Sahara Desert
I don’t eat you know spiders or you say
no no but because you know you go you
explore great people minds in the
digital world try to get a recipe and
then bring it to people or business and
I thought cool I thought well I I will
use it for it for my description never
thought about that and what I was always
looking at your career was your ability
to model to do modelling grey yes
Piersol and find patterns so I think you
are the pattern master for in my opinion
in business what are the most important
pattern that you discover of most
successful people if you can you know
summarize the most important you’re the
most successful people period although
if you gave one characteristic above all
else the one universal characteristic I
can return what someone’s going to
succeed or fail hunger if a person has
hunger that drive that inner drive not
drive somebody else gives them but
something inside there’s a curiosity
there’s a demand there’s a need to give
there’s need to grow there’s need to
expand there’s a need to change the
world if that hunger doesn’t ever get
fully satisfied that personally success
because most people if they are hungry
and then they achieve a certain level
and they’re like you know I go to work
to that you know I’ve done it what the
hell else we do when you lose your
hunger you lose your drive you lose your
life so hunger is the first
characteristic but I think the second
thing is extraordinary passion because
some people hungry but they just don’t
have enough energy to bring the table
you find something I don’t care and
they’re all different styles don’t get
me wrong
Marc Benioff is a dear friend of mine
started salesforce.com out of one of my
seminars he worked for Oracle he left he
set this goal that day i’ma build
salesforce.com I’ll make it a hundred
million dollar company his goes 100
million yeah this year they’re gonna do
four billion fourteen years later right
now Marcus got hunger he never is
satisfied doesn’t mean there’s an
enjoying where he is he totally enjoys
Ria’s but there’s always a new level
he’s gotta get
he’s kind of contributes got to be on
the next edge of he’s got this curiosity
he has this passion but the third thing
they’ll have is incredible standards
Steve Jobs had passion different style
not talking fast like me you could see
it in the gleam of his eye Steve Jobs
had a hunger it was never good enough
Steve Jobs God rest his soul this is a
man who had standards that made people
freaked out to go sit down with him
because yeah nothing was good enough but
that’s what he built the most successful
company in the history of the world so
those might be three I could give you a
dozen but those three off the top I
think are the most important one if you
don’t have that hunger you got to get
hungry again you got it
you can get hungry by getting round
where it’s better right like if you get
around people that are incredibly
successful and you spend time around
there something might strike you you
might say you know what am i doing
settling for this light this is what I’m
about or you might get hungry because
you hit the ground hard enough I can
fail hard enough that you finally it
shakes you up and you say I’m never
going to be here again it happens on
both sides but hunger is that base key
ultimate business advantage Jim I’m
following this but you have a several
products and services yes coaching I
mean you do a lot for for business
around one topic that is very
interesting for business today is how do
you find your customer how do you find
your ideal customer that’s the problem
and everyone say yeah you have to find
your ideal customer but then I think how
I mean where do I start from well I
think I think that I think there’s a
problem happens before that if I may ask
or may say I think it’s hard to know
your ideal customers unless you’ve
discarded discovered who you need to be
I start business owners out with a
simple question I say what business you
had yeah and how’s business there was a
– questions Peter Drucker always asked
right and they’re pretty easy questions
but and what number what something says
verbally you can see how business really
is you know it’s really going good no
it’s not right but when I do that then I
ask the next question which I say what
business are you really in because
somebody might say something like well
I’m in the medical supply device
business right well there’s no emotion
or juice in that and they got him at
business at one time for juice I said
what business are you really in what got
you in his business originally they’ll
go well my mother was ill when I was a
kid and she was saved by these medical
devices
and she was able to be pregnant because
and because of that I’m here today and
that’s why I got a business well where’d
that go when you got into medical
devices business so what goes is you’re
really in because I’m really in the
business of saving lives
oh really in the business of helping
medical doctors to make a bigger
difference I’m in the business of making
sure that people stay in hospitals less
and there’s this emotion that starts to
come out of it in that state you’re
gonna be able figure out your ideal
client is very different than who’s
going to be a client where do I start
yeah you you have to get associated with
business um but I also bring up another
question what business are you really in
what business do you need to be in
because Apple is the best example of
this Apple was in the computer business
and they were a disaster I mean you’re a
total disaster they one of the best
companies in the world and most of us
never back in 1997 those of us who loved
Apple we were thinking how do we stay
with them their company’s going to go
bankrupt they brought Steve back what
did Steve do well brought a lot of
enthusiasm a passionate marketing but
the first thing he really started to do
and people I know it was was spend time
with him said he said what business are
we in computers what business do we need
to be in visitor we really we’re not
just in computers at our best we brought
magic to people’s lives and our best we
lit people up at our best we brought aw
and wonder at our best we can fling
connected people at our best we were
cool you know and we made other people
feel cool and he said you know what we
really are is we connect people to their
passions and he’s what are their
passions music pictures wow each other
communication well that shifted them
from Apple computers gradually what
business do we need to be in well more
than half of Apple today is what it’s a
phone company they do more than half
their businesses Avoca if you look at
what actual computers are computers are
20% of Apple’s revenues and they just
broke a hundred billion dollars in sales
and they’re not at their highest peak of
innovation right now as they were before
so this is one of the most powerful
companies in the world that change
because if they would have stayed a
computer company there’s no way they’d
be in the position they’re in they
became Apple not Apple computers you
might be in the wrong business yeah
before you figure out your ideal
customers find out what business you’re
in what business are you really in what
business do you need to be in because I
can tell you in 2008 I looked around I
have a dozen companies I looked at my
own companies and I looked around people
around me very sick
that were really struggling the toughest
time of 2008 when people just were
really fearful and the thing I realized
was you have to decide what business do
you need to be in in the future because
there are still people spending money
just fewer of them who’s still spending
money who still has needs you might have
to go meet those people’s needs and make
them your ideal customer for a while
while the economy is adjusting and
that’s what we did with some of the
companies that I coach two questions in
one
number one is you run several different
business because I mean you are yeah of
course you are in talking with
businesses but you have also I think a
real estate business I mean you have
several hospitality hospitality
different angle management and of course
their charity but but I mean a lot of
different sectors how could you handle
everything I mean you should be expert
of each of them or what what’s your
suggestion about this well my suggestion
is get good at one dozen probably the
biggest mistake that young entrepreneurs
make is they start getting excited about
so many projects and then you can only
give so much focus it’s like you have
one child you want another and another
and another some people can handle that
but most people have no hair to do that
it’s not saying not to do it but unless
you’re really skilled you’re probably
good to start with one business you go
to the other ones because this one isn’t
giving you enough reward if you do that
with your children this child is never
going to develop right right are they’re
gonna have problems and that’s what
happens in a lot of relationships so you
should stick with it but once you
succeed and you know the fundamental
patterns of what makes a business
succeed I only into businesses that I am
passionate about I’m as much an artist
as am an entrepreneur meaning I want to
do things that are exquisite so for
example my Resort in Fiji anamoly resort
and spas the numbers are in the country
it’s now the number one resort and the
top ten I should say in the South
Pacific depends in you read Oprah went
there last year she made it her number
one place in the world to go for Oprah
Winfrey so we built an incredible place
it was a backpackers resort that had six
little places and now I’ve got 525 acres
I bought the entire rainforest and
preserved because they were cutting it
down we have three miles ocean frontage
we have 125 staff members to take care
of 40 guests that’s not the best
business to be in but it’s damn fun I
love it I enjoy it that people’s lives
are changed so I
some businesses frankly not because it’s
the highest margin business but because
it’s something that is an extension of
what I want to give to the world and I
have other businesses that are much more
profitable they have much bigger margin
but they still are something I believe
in so if you know how to run a business
and you’re totally passionate about the
area and you got strong enough people I
couldn’t do any of this unless I also
had recruited the best people so I have
the best people we agree on the outcomes
and purposes not every activity I cut
them loose to make sure as long as we
rely on the outcome and purpose is what
needs to be done and why how they get it
done is their business and they do
things I would have done they’re smarter
than I am a lot of areas I try to hire
smarter people okay being businesses I
really know businesses I’m passionate
about and businesses I’m a consumer of
because I can taste and experience
whether or not it meets the standard
that I want for it and I’m in business
because it’s fulfilling right I
certainly know how to make money and
done extremely well in that area but
that’s not what drives me personally and
for some people it is what drives them
and so they should pick a business that
has the highest margin that in the
lifecycle of an industry is on its way
up not on that sway down you know that’s
really important if you’re in the
selling of pencils and paper and staples
and things of that business you know
that industry is mid-life to starting to
age even if you do really well you’re
not going to go over too well this
you’re going to reinvent that industry
with something new so you if you’re
purely for the money you better look at
the life stage even if you’re not you
should look at the life stages affect
your business you should look at what
your passion is and then you should make
sure you got the right people clear
outcomes and then you have the skills to
really do this I recently heard Richard
Branson talking about Steve Jobs and was
very funny because he in the interview
said any richer what do you think about
Steve Jobs and he said yes Steve Jobs he
was great he was a good manager and so a
good manager I mean the entrepreneur but
I know was thinking and obviously if
anyone else would have say that phrase
ah you know the world would will start a
revolution but Richard Branson went
speaks probably he knows his stuff
so was thinking I thought gosh he’s
right because Steve Jobs what was only
inside his his company so it was not
really delegating was that the number
one person yes and so
to everyone want to launch their own
business a lot of people they just want
to work for someone else which is fine
and I would like to understand if you
have any tips for people who just want
to improve their career you know they
not entrepreneurs but they maybe have to
go to a job interview and they don’t
know exactly what to do or they want to
be remarkable but they don’t know where
to start from any help for them of
course most people most people don’t
work for themselves
if that’s what you’re made of I’d say go
for it but if you’re not you still have
to think like an entrepreneur because
the world is on trial today so if you’re
gonna move up in a company you have to
be a person who’s number one focus is
add more value than anybody else does
it’s the only way to do it if you want
to make twice as much money and half the
time or three times or four times or ten
times you gotta figure out you add 10 20
30 40 50 times the value how do you
become so valuable to that company not
by manipulation by finding things that
you can do for people if you’re going to
a job interview the number one thing I
would do is do all the homework you can
about that company about who you’re
gonna meet with about how the company
operates and today with social media and
with the web and with conversations you
know you can find out so much if you
just take the time instead of doing 800
interviews
I’d be picking what my top five are and
I do learn everything I could about
those companies and I think are there
some skill sets I need that I don’t
currently have that I want to go add to
my repertoire so I can bring that to the
table for this company as well how about
I retool my skills because a lot of
people today are just going on a job
interviews especially in America where
they’re been people they’ve been you
know on unemployment for two years or
more and what’s happened is they’ve lost
confidence they’re not in state they
aren’t certain they can succeed and
their skills are antiquated
so we’re living world where change is
happening like this and you don’t to be
the tech business to know that the
intelligence of the tech business is
starting to seep into every industry and
so today you might want to say okay
where’s my best opportunity there’s a
growing industry obviously in the
medical field there’s a growing industry
and and clean energy maybe I have to go
retool myself so that I can go get the
kind of job that I want as opposed to
why do I keep failing that’ll never help
second do your homework on targets and
then I would also be Hargett on the
person’s getting interview as much
you could okay then I put myself in
state I’d really say how can I add so
much value and I’d be in there with
specific things you could do and last
thing I do is go say have some fun
because if you enjoy yourself the
interviewer will enjoy you but if you’re
in there like every moment you know what
you’re trying to squeeze that in you’re
not gonna have a good time I think you
got to be natural and real and then the
last one I’d say is go until simplistic
as that is I mean guys like Disney most
people forgotten the guy was turned down
by 102 banks 102 banks before they
finally said yes I mean Colonel Sanders
a thousand and nine knows before he got
his first franchise 1009 two and a half
years sleeping a car in his rumpled
white suit right so even if you aren’t
an entrepreneur you still have to have
the entrepreneurs drive and hunger you
still have to think about how to add
value constantly and you got to be able
to connect with people those skill sets
are invaluable whether you own your own
business or not right last question and
then I like to go Tony thank you so much
for your time I was wondering if there
is an app or a website or a digital tool
that that you use every day and you
think gosh this is for business is very
good for being more productive or
effective is any chart that Tony the
Tony Robbins did you a lot of naps but
you know what’s interesting and that I
found about apps is they’re very few you
use consistently like that a lot of them
in the early days you downloaded
everything it was all apps but I there
are a lot of cool apps I mean obviously
he’s all the social media LinkedIn
Twitter and so forth there’s a way to
connect to make things happen but I
personally like to look at things and
say what’s something that I could
actually get some value from more long
term and so for example oh if I pull
mine out here I’ll have the stuff that
is my personal life like I love I hear
music and bam you know I got Shazam is
an old app I still use it all the time I
got a million other apps I didn’t apply
but on the business side I’d say I use
LinkedIn to go search other elements
it’s probably one things I use the most
that I like I use Twitter from a
perspective of the ability to have a
direct conversation business-wise with
my clients and customers and sometimes
I’ll ask them questions and I’ll get a
lot of a diverse response and any zeal
until yeah that’s me I’m the only person
Twitter I could have a whole lot bigger
following probably if I if I did it on
Facebook if it’s not me it says it’s not
me and most the time it’s not kind
because there’s only so much time
LinkedIn it’s me
whether it’s me so anyway the point is
though I use it sometimes to get
feedback you know what do you think of
this where is this I’ll get a group
people go to a website to give that
feedback to make that happen
um but you know I’m my own experience
right now if I open my apps here they go
what’s on the front page here of this
piece I go I got Orchestra that I’m
playing with right now which is a great
tool for kind of managing your time and
so forth doesn’t quite meet all my needs
I’ve had Wunderlist in the past which
I’m not using anymore they just upgraded
it but I look here and go ok it’s really
the stuff that I’m using ears comes back
to LinkedIn mailbox
I love mailbox it’s a brand new app yeah
and it’s really useful for being able to
manage your email something that I’ve
wanted for some time that makes things
of that nature but most business apps
that I’ve seen need to lead to something
deeper you know they leave it because
there’s only so much you can do with an
app other than manage processes or time
and most those things are built in
anybody so great maybe books by the way
great success I think amazing amazing
success date but they got acquired by
Dropbox I think or isn’t right I can see
people that pronoun that our Orchestra
actually built it and sold it I think
much thank you right Tony thank you so
much though you’re all busy Tony good luck for everything really think
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