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Set The Standard
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Set The Standard
How to be authentic for personal branding in 2024 #207 Matt Purcell
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The Importance of Purpose in Business
Speaker 1It's the same with your brand or going for a job or any opportunity in your life , but we're not taught it in school . We're not we . We inherit these things from our family . We copycat off people around our network .
Speaker 2Matt , thank you so much for coming onto the show .
Speaker 1Thanks for having me , Corey .
Speaker 2Yeah , I'm really pumped to get into this one . So I've been like researching you and I first um like heard about you and I went to the one life club and you like did your presentation and I was like man , I just connect with you so much and you talked about like connecting with people and , like you know , embracing your weirdness and embracing your quirkiness and embracing all those parts about yourself that um , you may not initially like like at the start , I was just like interested because , with the social confew , with the Q media , with you working with some of like the biggest brands in Australia , as well as developing your own brand and and and all the rest of it was like what was that ? No journey like for you , I would say , in your early twenties of being like breaking through .
Speaker 1Yeah , I wish I could say that I knew exactly what I wanted to do when I was teenager . It's very rare that it's the case , and I mean for me . It started with creativity , so I was actually in the creative space and when you're creative you become very uh , I guess acutely aware of you , know marketing things and how things look and how they connect . It's a great pattern recognition school to have , and I was . I was a musician and I think being a musician to start off with Corey was one of the best training grounds for sales and marketing , because when you're a freelance guitarist and you're up against other people who are equally as good as you , it doesn't come down to how good you are anymore , because you're all pretty much the same . You can all play the same licks and read the sheets . It comes down to the things above that .
Speaker 1So are you likeable , are you memorable ? And they were the things I learned very , very young , because I'm as good as that bloke , but I'm not going to get my foot in the door unless they actually hear me and see me and trust me . So it was the people schools that really got me through . So everything's built on that type of thing . And then direction was more , you know , step by step , as I got older , with wanting to be more of a grown up , you know , like what's going to earn me the most ? What's going to serve ? How's that going to serve what I want to do with my life ? So these days I'm thinking more about purpose stuff . But the beginning stage I was like how do I even just earn a living to begin with off what I love doing ? That was the tricky part .
Speaker 2Oh , tell me more about purpose stuff .
Speaker 1Okay , this is really cool . A lot of people can tell me why they got into what they're doing . I got into this business because there was a gap in the market and I wish something existed like this , but it never did . So that's why I started . Great , that's awesome , but can you tell me what you want from it ?
Speaker 1What you want from it is different from why you got into it , because if you don't know what you want from your goal or from your dream , then guess what you are a slave to . That very thing . Like it will make you resent everything in your life because it's all about getting from 67 , seven to eight , nine to 10 , for for who ? For the business , not for what's it serving ? Like , what's it for ? What do you want from it ?
Speaker 1So let's get really clear here . Like do you want your goal , your business , to be able to give you $180,000 worth of $180,000 wage , pay for two cars , put you into two holidays a year and sustain that for the next 10 years and still have a bit of profit left in your business ? Like that's a clear goal and that's what I want from a business and that's called a lifestyle business . And if you hear that clear , then guess what ? You might be really close to achieving that , more , much closer than you think . But if you don't have that , then you're just going to be in this for a while , but you're going to get caught up in all the hustle mentality of you've got to just chase the infinite number and you don't know whenever it is enough . And I think when you don't know when enough is enough , you end up being divorced , unhealthy and hustling with no purpose . That's what I reckon .
Speaker 2I couldn't agree with you anymore . It's one thing that we teach like fundamentally because I like the community that runs called set the standard the very first thing that we teach when people come in is purpose , and it's like exactly what you said , which is why I was like tell me more about purpose . I couldn't agree any more . Like the people that I've worked with is , if there's no like you know , sort of like why what they get from what they want to have from the business , like boundaries , just go . There's no boundaries . They don't know how to implement them . They don't know . There's other reasons and I can see in people burn out , be unhappy , as you mentioned , divorce , all the rest of it , because they come as slaves to the business and sometimes they're going down the wrong business for the wrong reasons and they should have . Sometimes you're like the sum of the going down this way and it's like they should have chose one Right next to that path instead .
Speaker 1Yeah , argon , you've got to try and just before . Just because you define the goal doesn't mean it's the end . It's just you're defining the peak of where you're aiming for and you can change that , but you must have an end goal for your goal . It has to be like in any race or anything that has to be You're beginning and end , or you don't know when done is done , like even in all our systems in the world have . When you have , like a university or school , you know when you graduate , like there's an X amount of time before you . So if that's a number or if it's a thing that you need to get , whatever it is , it's fine , as long as you define it . If you don't know what that is and there's unhealthy , you can go do when this .
Speaker 1What you probably do , corey , is like you test the motives of what you're doing . That's what I'm into . That's another layer of purpose , I guess , is what is the benefit you're trying to get from what you're doing and who's it for , you know ? Is it like I always had the phrase so that at the end of whatever I want to do , so I want to earn a billion dollars so that I will be really cool in the eyes of the people who said I couldn't do this , that's my , so that , or I want to have this experience , I want to have this car so that I can pull the chicks , so I want to have this , so that there has to be , so that .
Speaker 2Yeah , because that comes to where the like marketing form that you use in terms of building a house , right , yeah , of like the foundations , and I find that so like , simple , so genius , because it's like you know , the very first layer was like , if I remember correctly , it was like I've got photos on my phone . It was like that was like the purpose layer .
Speaker 1Right , what's it all about ? Yeah , it starts with like this in my framework is a house of brand , house of personal branding , and the first layer is the invisible part , which is pretty much a key message , which is your purpose , which is around story and around values and around all that stuff , so that when you build upon that , like you're putting content out there and you're building products , it's a full circle of why you're doing it . So , like if you looked at Batman , for example , which I love comic books sometimes they're like the characters in superheroes are like the best person brands in the world because they have a full circle of why they're a hero and why they're not . So Bruce Wayne is . Do you think of Batman ? And you think of his abilities , his smartness , you know his resourcefulness , but what you really are drawn to , what gives that character depth , is Bruce Wayne , and you can't have Batman without Bruce Wayne . And if you professionalize Batman his smartness , his resourcefulness , his skills would be what you see on your LinkedIn profile .
Speaker 2That's such a good way of putting it .
Speaker 1And then the backstory is what makes you really trust him . He's like I actually got into being Batman because I saw my parents dying in Alleyway . He's like , oh , I connect with that . That makes so total sense why you fight crime . So when you can articulate your story like Batman , give me your origin story .
Speaker 1So where did you grow up and what key , pivotal moment happened in your life which changed you ? You've been a bi-radio exporter , or something happened in all our lives to be able to help us get to this point ? And the third point is how do you ? What was the thing that made you choose this ? What was the thing that inspired you to choose this direction ? And that was that light bulb moment of this is how I became Batman versus .
Speaker 1I saw my parents die in the alleyway . That was the medium part of the story that traumatized me . But he wasn't yet Batman . He had to decide to become fear itself and face it and to defeat those people that gave him purpose . So if you have those two combinations of backstory Bruce Wayne and Batman , professionalism , like he's known for these logo he's got a logo . He's got an outfit . He's got skills and outcomes . A resume is Batman , but backstory you've got a really good thing of trust and believability and capability , and that's what you need to be able to help sell yourself in the world . I think and it's an authentic formula I think too- yeah , especially that whole authenticity piece .
Speaker 2To learn that , did you study much on the hero's journey or did that just come through marketing ?
Speaker 1It came through . I didn't do a course with any of this stuff . So one of the I think we all have a genius in this . We all have a sweet spot , and one of my I guess geniuses I have is I've got pattern recognition . So I have always been the king of analogies and I guess it's like a natural proclivity for philosophical thinking . So I'm like cause and effect . Cause and effect so what makes someone memorable , why ? And I've scanned my brain , going who's in my brain that I didn't choose to be there , but I still remember them . What makes them memorable ? And I'm like comic books , okay , and then I went back and I , okay , who made this comic was the framework .
Speaker 1And you eventually discover these things . And that's the Bible always talks about some time , like in the New Testament talks about how you don't need a teacher anymore to tell you how to do it . You just need the spirit and he will guide you or they'll guide you in the way that you need to go . And I believe that when you're led by curiosity , that is the spirit within us to be able to forage and find these things . Yeah , and that's what I've done my whole life .
Speaker 1I've been a very observational and intuitive seller and then with doing social kung fu stuff which is being studied by the university of Sydney on those unacademic dude in the world . I've submitted my work and they're like , yeah , there's research to support this , we want to test this . Now I'm like , really , this is intuitive , observational , being led my whole life and there's actually sites to be able to suggest it actually is good . So I just want to prove to the I just want to encourage anyone out there that feels like that that you're not nuts . I thought I was nuts . I'm telling you I can't really say exactly why , but I can connect it to these things and I think that's why I base things on it .
Speaker 2I love it and just like or just bring a point to touch back on to , as you mentioned in my preferred hand before , when you're saying , with purpose , the main point is defining it . I did like a coaching day with Toby Pierce and we just just had like I just had like eight hours with Toby Pierce and I was just like it was just like me , toby , and a whiteboard . We'll just like go on . It was sick . I was just like the notes I was taking on and I remember one of the things is he was defining in regards to just like purpose for like your vision , your brand , your business , whatever it was . And it was funny because it's like a teach purpose for the individuals .
Speaker 2I get to the whiteboard with Toby and he's like we're doing purpose and defining it and he was just like why , what and who ? That's it , that's your thing . So it's really like interesting that you were mentioning that beforehand . I just want to like bring some awareness to that . And I also want to bring some awareness like with the businesses that you're creating and the business that you've worked with , as well as
Finding Core Focus Amidst Multiple Roles
Speaker 2being like a fit guy with like how much you know and like the music stuff as well , like that's a lot , like that's just like a lot going on and I can tell from you you're someone who leads a lot . I'm assuming this is just like my assumption that you lead a lot from passion . I can just tell there's like so much passion there , especially with social kung fu , like if it was listeners that don't know please correct me from wrongness Like you're helping kids learn the communication skills to stop bullying , which I find like amazing , like amazing , as well as helping like zero forward all the other people , their marketing campaigns and your own personal brand , and then doing stuff with Dame Walker .
Speaker 2Dame was on the podcast . I was like a few months ago . I'm like whoa .
Speaker 1It's a lot it's a lot it's cool .
Speaker 1It's a lot and I have . That is the enemy against . I guess that would be a good challenge to what I do . I've been asked before how come you know there's a jack of all trades but master of none . But I completely can debug that .
Speaker 1I think there is a process to be able to do multiple things and do them well . Like I have said in the past , with something said , I was a general store at one point In my early twenties . I was selling , I was earning six figures doing six things Like , but that took six things to earn the six figures when I was in my twenties and I'm like that's just like not good , but they're all doing very well . So it proved to me in my ego that I was talented , I was good enough at doing these things , but they could never fulfill their potential or be sustainable until I'm in my fifties and sixties doing that much .
Speaker 1So I had to break down seven things into one thing and then , once I built that one thing , it gives me more scope to go to the second thing and the third thing and the fourth thing , because I've got the experience and the resource to be able to have more heads and brains , cause when you hire people , you're hiring a brain . You're having a hiring a brain for your business that brings a level of expertise and strategy and , most importantly , attention to it . And when you're one brain trying to do seven things , that's just seven divided by 24 , eight waking hours . So I think I can do , I think you can do multiple things really well at the same time , but it has to begin from a place of . There has to be a core thing to begin with that helps resource yourself out to be able to do the other things .
Speaker 2What was your core thing ?
Speaker 1When I began , it was music and the core thing was gigging and doing corporate gigs and tutoring . And then this was like when I was a late teenager into my early twenties . Then I'm like , well , I've got a massive amount of students , so I started contracting other musos to be able to teach them and then I built upon that so I pretty much became a tutor and a tutor of tutors and then a owner of multiple schools of it , which gave me , as I kept scaling or growing , I realized that the one thing I was doing good across all seven things I was doing was marketing and I was like that's one common thread . I'm like well , I saw myself as a musician , I prove myself as to families to trust me with their kids , and it's all through social media , digital marketing , through my space back in the day and all that . And this is the way you've got to be where the people are and you've got to . And I got really clear on what makes me different from other people because I've competed as my whole life . So we're offering the same service . We could go to a cafe and they offer the same flipping menu as each other . I post maths , smash , a frigging latte . They're all the same . The quality might be different , but they're all the same for us and stuff .
Speaker 1So I the the niching became really important and communicating this core message that it's not about capability statements , it's about how I talk about my capabilities , it's about how I talk about the values of it . It's not just the outcome . You need to show that , like your kid will get this or your , my business will get you this outcome , but it's also we are the business for families who want their kid to be mentored . That was like the first core thing and I had runs to show for it . And then , like there's a gap in the market . Social media is going to be a big thing . This was years ago . I'm going to take a punt and do that . So it's always risk adverse , like I always saw . I saw something come in and I'll give it a crack , even if it costs me , even if it risks you know , my house or something like that I'll just still go for it .
Speaker 2Yeah , yeah , passion first . I love that and that would have been such a gap that , like , do you find that that core thing with like how you talk about it was what you worked with when you started helping marketing with like big companies as well , running their campaigns ?
Speaker 1Yeah , it's surprising how you assume that the bigger company they are , the more they have it all together . And some of the biggest companies I've worked with are extremely unorganized or they're very structured but still so disconnected to what they're trying to do and to their point or to their credit , they still amex would hire an agency . You think they have all the money to hire in house . Some of the biggest places still outsource and I'm like that's , that's really so . There was some really like interesting mindset . Things are broken Me when working with big guys . So like , why do you need us for ? Like ? You guys are so big ? Yeah , so they're good enough to go . We'll happily pay you a lot of money to be able to because you specialize in this area to be able to do it for us , and it's not a fixed cost for them , it's a campaign or it's seasonal and cycles . So that's a cool thing that I've learned from working big brands .
Speaker 2That is awesome . And how does that like core message of like the reason why , what , what , what that lands for me is just like having the language to be able to like speak from the heart , because I believe a lot of personal brands and a lot of like , like businesses have this vision or this reason why .
Speaker 2And then obviously and that's one of the thing that sells , I'm assuming , but just like articulating that in a way is like difficult . Can you like explain to me that process or help like a walk me through how ? Please the correct me if I'm wrong . As well , I'm saying walk me through that process .
Speaker 1Yeah . So the goal for any professional or for any business person or for anyone who just wants love in their life you have to be seen to be heard ,
The Importance of Storytelling and Expertise
Speaker 1to be chosen . You have to be seen to be heard , to be remembered . You have to have those things . You cannot be invisible and expect to be chosen Like it's just a dumb equation . So , therefore , you have to talk to the girl , talk to the guy , but then what are you going to say to the guy or girl ? How are you going to interact and it's the same with your brand or going for a job or any opportunity in your life ? But we're not taught it in school . We're not we . We inherit these things from our family . We copycat off people around our network . So I think one of the core things we need to work out on with to begin to become seen is to work out a key message . So you got to have , you got to become a very good historian of your own life because you can speak about .
Speaker 1When I use words , no matter what you say , it's content . It's content for people to judge you from . People only can judge you from what you show them and tell them , and if you didn't say anything and you didn't show yourself anywhere . There's no judge . So don't get over the idea of being judged . Everyone has to get over the idea that you will be judged . In this life , the question isn't if you'll be judged or not . The question is do people judge fairly and what are you giving them as material to judge you about ? So get your story right , get your history right , because that's your uncopiable thing of your life that no one can actually have any ownership of . It's your IP . So go back in your life and think about a time drop time line on your on the piece of paper . What are the people who moments in my life that shaped me and who are the key people in my life that taught me a lesson ? And where are the key achievements in my life ? Where I went from here to here and where the key points in my life where my ass was hanging out of my pants and I couldn't afford to buy bread . But those are really great things to begin with , and then you move up from there to well , what outcomes have I produced ? If I've got any runs on the board from my profession and what case studies so I have to show for these things , and if you don't have them right now .
Speaker 1That's a dead set ringer of what you need to be aiming to achieve , because there's this thing in life which is called the like . Jim Rowan talks about it . It's the principle of deserving and it's a biblical principle that only the harvest is reserved for the sowers . So you don't go to the bank and go , guys , I want a million , give it to me because I'm asking for it . Then I've got to be like hey , you guys , sir , you're going to be like do you qualify ? And you've got to qualify to be credible . You actually have to put yourself out there and achieve something . And I think it's like being lost in our messaging at the moment in the world , like hustle , yeah , and at the same time , listen to me , because I've got an account and everyone else has that . Just listen to me . Like your voice doesn't carry as much weight as some others , and it needs to be that way .
Speaker 1If there's a doctor that has had 20 years experience and have done hundreds of surgeries talking about something and you've read Wickey there is a more authority with his bloke because he's done it , and you might be saying the same things , but you're going to choose this bloke because I'd rather him operate on me than him . He doesn't have any experience , he just has a lot of knowledge . He's just called the knowledge knowledge . It's called a knowing doing gap . So a lot of people have this tendency to act like very confident and cocky about knowledge , but I actually haven't got anything to show for it . But it gives them this false . The brain has this bias of because I know it , I'm acting as if I've done it and I'm like nah , there is a huge gap right now for professionals and people to become experts in the field rather than celebrities .
Speaker 1I think the age of celebrities is almost dead . I honestly think people , the media now , are struggling to direct celebrities . We're just completely just using the same type of people that we've used the old guys , because what created celebrities in the past was when we all watched the one little box at the one same time where you had Idol and if Marius has got talent , and that's how we created pop stars and all this stuff . And record labels used to do that because they used to control who makes it on the top 40 or not . No one gives a crap about the top 40 anymore , like it's tick tock and it's social media now that are becoming the new radio stations that give a . This is a hit or not .
Speaker 1And so now I'm talking to people who are guy named Mark down in Melbourne AWM media . He's the celebrity agent . He's like I get asked for celebrities all the time for events , but I can't give him anyone like this . They're all aging , they're not . They're famous from 20 years ago . Like no much we might that it's better to actually choose people who have a niche following , who are an expertise in that , for that event . I'm like this . The times are changing . So going back to my point , story is really important because even if you're good , you've got to connect with an audience of with values , and that's how you're going to help yourself become more chooseable .
Speaker 2The age of experts is upon us .
Speaker 1Yeah , it's true .
Speaker 2It's true , though . So how does someone then , if they are an expert in their nature , they have these skills and they really want to convey that message and get it across in a compelling way ? I've got another question on top of my mind , remi . It's back to the timeline thing you're saying before him . How can they convey that message in a way that will help them be able to see their vision come to life and sustain it ?
Speaker 1Yeah , it's easy , it's very simple . What you've got to do if you're an expert is don't make yourself the hero . Make yourself the guide . So if you make yourself the hero and make it all about is what I've done , this is what I achieved . You look like a wanker , so it's no good . That's what real estate agents do instead . Make yourself the guide .
Speaker 1So it's a slight tinker of saying , instead of saying he's an award I won , or he's , I'm a doctor and I own his much . He's my car Flashy , flashy , it's more from 20 years of being in this industry . He's the biggest mistake I've seen people make . And it's like that's , that's a guide . Going as Obi-Wan Kenobi , going to Luke , going , don't make this mistake . Or he is the biggest health . He is the biggest sickness that's coming in my office the last five years that could be easily prevented at home and it's like okay , well , that's interesting .
Speaker 1So you got to be really good at educating your target audience and start with frequently asked questions and start with answering them and you've got to publish this stuff . So this is the big thing for experts today have the courage to learn media training or camera training , to put yourself in front of camera or to get good at writing . It's two forms of communication . It's all word , either spoken or written . Get good at one of the two . That's that's key and become a prolific content creator about that particular niche . And what content does is the input that gets the audience , which is the output , and they connect to your story and connect to your expertise .
Speaker 1Then , if you get seen enough , if you get seen for about seven hours of content , you become an acquaintance in someone's mind . So Robin Dunbar has that research that says it takes about seven hours to become an acquaintance , 300 hours to become a best friend . So we need at least seven hours of content to become trustworthy in someone's mind , quality content . And we need 11 touch points . This is why I'm on your podcast . 11 touch points as well . Asia , for people to remember you as well in different places . So that's why you should be on podcast . That's why you should be on Corey's podcast . You should be on social media , so I should be in PR . Got to be that memorable person .
Speaker 2That's how you create memorability . It's so crazy because I literally just did a podcast with Daniel Priestley and he just like he was saying the same thing yeah right , seven hours , 11 touch points . You just got to get it done . I really love how you're conveying the message across . You just got to do it and get over that , because you are going to get judged and one part of it is creating the content and I find , like so many people have content blocks or they're scared to get in front of a camera and it's like , as you just mentioned , you can just get training for that skill . Just go get the training .
Speaker 2And if you want it , bad enough , it's like save up the money , work the extra jobs , get the cash , then get the training . Like , as you said before , which I think is really powerful , is like I'm willing to put a house up for it . I've got a house . I'm willing to lose that to see these things come to fruition because , like , I'm so much more passionate about this , which is so cool , and I like the hooks that you said beforehand . I purchased your PDF on your 77 or 79 hooks , whoever it was .
Speaker 2Oh nice Pain points , so I really like it was funny listening to you say those things like instead of like from a doctor . I was like that sounds just like the hooks .
Speaker 1Yeah , that's what I thought and it's all proven from everything that you consume . What makes a headline in Australia isn't it is either one of five headlines , it's game points , game headlines , pain headlines , pain point headlines , social proof headlines , piggyback headlines and provocative headlines . And it's not newsworthy unless you use these headlines . So that's good . Yeah , I live and breathe it . I create content and offer a course that divorces from what they actually do . I actually want to give away what I do .
Speaker 1I think it's one of the best boss moves you can actually do is give away stuff or sell things at an affordable price , because you need that .
Speaker 1You need that ecosystem for people to come into , and that's what building an audience starts . So I really really want people the 2024 whenever you're listening to this , and then you need to invest in the skill , pay the money , like Corey said , to be able to become the spokesperson of yourself . Like there's stats to say , corey , like people are more scared of public speaking than they are of death and taxes . Like people terrified . So if there's 82% of people are terrified of public speaking , that means the people who do do it are in the top percentile of people that can be seen above their competitors . So that uncomfortable zone of being on camera . Yes , you might put judgment aside , but you could be chosen above all these other guys , because you're the only guy that exists in that industry , because you're popping up saying it and I've done this with an example , right Example like a client of ours , a good friend of mine , shelly Johnson , she's like this HR consultant and he likes HR people . Not many people like HR people .
Speaker 2I worked in HR and I know the shade .
Speaker 1And I was on her podcast , my Millennial Career big podcast , and then she became a client of mine , a coach and a great friend of mine now and one of the big fears of her was getting in front of camera and talking about when . We got her and we coached her and she's already a great writer . So she's already read in the book . She's a fantastic writer . But when she put herself out there , people see she's young , she's educated , got a master's degree and stuff . She's all on the road doing workshops with big firms . She's got she's a columnist for the Herald .
Speaker 1Now you know she's getting headhunted by the top HR people in Australia as you're the face of HR now , or the space of Nightmark , since she put herself out there from this . So this is an example of an unlikely thing happening to an industry which I don't like . Usually HR , nothing wrong about it , it's just things boring . But people in HR land , she's become the rock star of HR . You would have thought she's awesome , but she had not put herself out in front of camera . So what would have happened this fast ?
Speaker 2Bang there , you heard it guys . I am I'm curious for you , matt , when , like , you had to go through like a moment like in you know You're talking about your timeline before of like what you know make someone when you like , automate your like history and you go through . And I think that's really powerful exercise . If everyone listening I was just like that , like actually just getting like a big piece of paper and just like documenting like all those things that like when were the pivotal moments that you changed ? Who were the people that like affected you to help like get to like that next level ? What was a memory of yours that you've had that you think one of those good like core things shaped you , like the story that Helps you like get to a next level , like Sort of like this HR person .
Speaker 1Oh , tell you sometimes , yeah , holly reels , holly ransom , has this great quote . She said if you want to get a lifetime of advice in an hour and means , just have a coffee with someone . And
Success and Purpose in Business Cost
Speaker 1I had the privilege of having a coffee . I can't say their name , but like it was , it's billionaire is a billionaire . And I was like , basically it was a question of is my family being set up right , like in my , and I got my structure set up . Is my family finance a setup for where I'm heading ? And I just multi billion dollar coffee with this guy and and he's like , the question was do you want to be a billionaire or a millionaire ? I'm like , what's the difference ? He's like , well , if you want to be billionaire , you probably will be single first . Your life , all right , okay .
Speaker 1And this is coming from someone who's had a few marriages In their life and I'm like okay , why is that so ? Well , that's what it takes . It's generally , it's all or nothing . It's . It's hard . You think about 24 , seven . There's no , that's nothing . Oh , that's what the input is required in my view . I'm well , million . It's pretty good that conversation conversations are . Sometimes I say things like we're seven conversations away from finding the answer and we're two conversations away from finding this . Conversations is how we discover Mathematics . Like without words , without conversation , nothing really can progress , and I think that conversation really honed my mind to . Purpose Is like well , input , output , input , output . So if I want something , how foolish of me to think Not of what's the price tag for that . The Bible talks about who Would actually say that to build a house without first counting the cost ? What is meant by that ?
Speaker 2as quickly , it's like when you went to buy a hat .
Speaker 1When you go to buy a house or build a house , how dumb is it if you don't first figure out how much it's gonna cost ? Yeah , before you start the project , you start building without knowing the cost , and I think we're in danger of that same mistake , like so many people . Set out to achieve something but they have no flip and clue on what they're in for , what it's gonna cost them and are you willing to pay the price and something ? And I've had that privilege of working with Multi billionaires or millionaires or big companies and day of sacrifice a lot , and it's no judgment on them , it's just a fact . It's requires a lot of different .
Speaker 1Sacrifices might mean you don't get married . The might mean you don't have good health . A lot of them do focus on that , but it's very , it's just so structured because it's not much time . They're all about time Management and energy management , which is good things , but you know , I think , and you know what you said I'm getting at . So what do you want and what's gonna cost you and how do ? If you don't know what the price tag is gonna be , I'll find someone who's ahead of you to be able to say hey , anyone , he's a great one line , like anyone you look up to and think it's major success or awesome . One question what was the cost ?
Speaker 2Yeah , that is a yeah , that is a really powerful question . So , like what , what did you like ? What did you get out of that ? Like out of that that billion dollar coffee that you had , like I don't want to be Be doing it .
Speaker 1I don't leave that , bruno , I want to be .
Speaker 2Actually , I don't sorry , bruno .
Speaker 1Yeah , bruno , you're wrong . I don't want to be doing it , yeah how did that ?
Speaker 2how did that ? Like , shape your decisions like now , like oh .
Speaker 1I hope , get , get me that , help me it . Basically , in that moment from that conversation I was like it fully disrupted my whole Belief at the time that maybe I need to reassess everything and I really put the purpose instinct in me more for business and and it really that's where the seed was sown of what do I want out of my , the thing I'm involved in , versus Just chasing for progress for no particular reason , just because profit and progress are great . But what cost ? Because there are parts times and business where you hit moments where you could have huge revenue but there's not much profit because the structure needs changing . And this fixed cost because lots of employees you employ in there and You're working hard about not earning more .
Speaker 1But you look , you look schooled on paper and like it's like well , what ? And then you start thinking , when you know those moments , what I want , what I really want from this , I just want more time to be over and you start Sounding absolutely dumb to you . So you're like whoa , this thing is not serving my life . I have no time to do the things I actually want to do , but I'm stuck doing this thing . That's costing me and yeah , then that's where I feel a lot of businesses get when they start breaking through that seven figure mark take figures Is , when I broke that seven figure mark I was like that's a , that's a milestone . But it was more around Like how hard it's just got a , how hard we have to work for to keep this , you know , and putting
The Importance of Identity and Purpose
Speaker 1system for it . But like it's not as easy as these gurus are saying .
Speaker 1A lot of gurus are saying around you need to build a business that can operate without you . I Actually think it's more difficult to do that than you think , as more as the difference been being a cog by having a brain there and someone give a crap about it . That's hard to find people who actually really care about what you're , what you built , as much as you do . So I think you can get yourself as a technician out as a technician in your business . But to say that to treat it like it's a mechanism or like some inhumane the utility that just it runs without you . It's just this machine , I think I don't see people . I don't think that's a very nice way to think about things . Dehumanize a business . You see your staff as numbers , you see your business as cogs . Yeah , I just think it's like when you see things as you see . Oh , it's funnel people . I like the funnel you , grandma . Doesn't sound very nice , it's not very humane . Anyway , it's a little roundabout .
Speaker 2I get that , I understand it and I'm passionate about that too , because what makes sense to me is , well , the solution to that , as you said , was just like yeah , just getting connected back to purpose .
Speaker 2Why do something that's going to charge you up , that you're going to love , that others are going to love , that has like meaning and something behind it instead of the purpose and the rest of it ? Because a lot of guys that I work with , or more at the start of their journey or , like you know , I'm still trying to figure out what to do it is the stuff in the forebrain I want leisure , I want holidays , I want a partner , I want lots of money and all of them say , and I want to do something that's meaningful , but they're thinking about the money in the holidays before the meaning . Yeah , it's crazy . So for you , when it comes to like purpose , like currently at the moment , because I'm just really curious to see what comes up here when you're thinking about , like , when you're going to bed and you're waking up and your mind's just racing , what are you thinking about currently ?
Speaker 1I'm thinking about . I mean , I'm hungry . I think about that . There's , there's . It's very structured in my .
Speaker 1As I got older , I'm getting much more structured in my mind and just have these trigger points of okay , what business I'm involved with , what are the priorities , the red light , green light , what kind of red light , orange light , green light priorities that need to be done today . So you've got your repeatable week , you got your months , you got your year , as well as your goal . But I really care about checking in with my core guys because they're the ones that are keeping the ship going and just building into the who . Do I need to talk to the big and co there's if I was not to bore everyone with my my day to day . Every day looks different but , like I have in my day , my EA chunks out working time , so she guards this one and a half hours a day of things that in my personal world , need to get done , so it can be projects or going to read over a strategy or there's something I wanted to tinker with this this time to be guarded there for me , and always try and bring up one of my core guys a day and just give them some time inside what I'm thinking about . So just input and hearing them out . So I like that camaraderie .
Speaker 1I love my people , love tribe . I think you can find your best . I think the best people in your team are always going to be made , not found . So you can . There's a heart , head and hands . You know like you can . You can't hire a hand . The whole person has to come with it . So I can't hire a change of heart . But I can train hands and I can't . I can influence and change someone's head by the culture of put them in . So I . Some people have a lazy work ethic but they're talented . But if I put them into a hustle mentality or really good productivity to , they gives them a chance to change and might be influenced . So that there's . There are three things I look for . But yeah , when I'm about my day , you know , just thinking about just just humanize anything , just like drinking good food , drinking good stuff and eating as much as like good stuff . I'm only a small dude , so I skip breakfast and into a minute most of time . As I'm getting older , it's harder to keep the weight off , actually , you know anyway .
Speaker 2I feel you with that . Like I compete professionally in bodybuilding competitions and I was like man , it was so easy to get shredded like hit 30 . Now I'm like , oh , this is a little bit more difficult than usual . I'm going to really be active . So , yeah , I feel you with that . So how does how does all that for you ? When , when , when you think about like your purpose and like your company's purposes and your and your brand's purpose , like what's the , what's the purpose that connects you ?
Speaker 1Identity . I absolutely love and obsessed around helping people form their identity or articulate their identity . Because of my adoption and where I came from being a doctor from Korea , not knowing my biological parents , my mom and dad divorced when I was six , moved 13 time as a kid , so my mom struggled financially , being bullied as a kid for my race and then being mentored through community groups as a teenager , which showed me the power of mentorship , and it was always a wrestle being adopted about who am I ? Because I look a certain way but I'm not Asian . Like I look Asian , got hardware that's Asian , but software that's not .
Speaker 2Yes .
Speaker 1Banana white on the inside . Like I did not identify as what I look like , I accepted as fine .
Speaker 2I'm biologically Korean dude , but what age did you move over from Korea ? If you don't mind me asking , do you have any memories from Korea or not ?
Speaker 1No , I was like four months old .
Speaker 2A four months . You're like yeah , little token .
Speaker 1Yeah , little , little chub chub thing . Yeah , so identity . So it's funny , when this is the power of storytelling , to like , isn't it in coincidence , that a boy who was struggling with identity , who was adopted , he's now therefore helping kids with their identity and CEOs and brands with their identity , because when you cannot define yourself , then you become . That's the first step to be able to become resilient and confident in yourself . Because if you don't have an input of this is who I am , here are my values . You've got to input it in yourself . Then the only reference you have is everyone else . So you need to internally reference you , or people are just going to input into your identity who they think you are and that's all you've got the work with .
Speaker 2That is some Frederick nature shit right there , right up . Yeah , my audience . I love this conversation and I know , because I'm like back in my mind , I'm like I got this question and I know they'd be probably asking the same . They'd be like all right , help us get identity . Like we're in here , someone's like okay , like I want to , I want to get my identity . I want to like really solidify that . How do I do it ?
Speaker 1There's three columns in my head that help me for my identity . There is what society says . That's one data point . You're beautiful . If you're this high . In this way , you're successfully have this much . That seems to be one of the main metrics of identity that we've got by default .
Speaker 1The second thing is science . So what does science say that you are ? So what society says you are with beauty and with , say , obesity , your fat , or you're not attractive , could contrary be contrary to what science says you are . And then the third thing is spirituality , or scripture , or things that science and society have actually been influenced by . Like we've interpreted this way .
Speaker 1This is what the Stoics say you are , this is what God says you are , and it's based on our innate ability to give value to something that actually doesn't have any value at all without our attention . It's a very deep thing . That's why I love personal brand , that's why I love identities , because it is as deep as the ocean . It's undiscoverable . Like this pen is no use to me unless I give it value Like it's been intelligent , it's been made , it's got a use Right , it's been intelligently designed , but I can only it has no worth unless we use it or we have a utility for it and it's the same for us . We give life to dead things . This can't think , this can't move , this can't make choices , but I can do it for it . So therefore we can self-create . So I need references to be able to make myself and create myself .
Speaker 1So if all I've got is common one , which is society , then I'm rendered to a very changing current of culture . You know what I mean . And then science is a little bit more objective than you've got thousands of years of spirituality . And then you , above all these three things and this is finishing up this framework is you as the chooser . You're not born a winner or loser , you're born a chooser . That's what my quote is .
Speaker 1So I get to be able to say okay , at least I admit that I subscribe to beauty in this way , that's why I buy this stuff . And at least I can articulate and defend myself against body shamers that I'm actually not a beast , I'm actually within the BMI or whatever that's that to say , and I can subscribe to that . I am more than a conqueror , because Jesus Christ says I am , you know , like you can . You can with that . I'm the chooser in that . But there is good data points to be able to reference from . And there's my own history and like what do I think of myself based on these things ? Yeah , so it's . It's good . Sometimes , who you are is who you are . Are you cultures ? Do you belong to culture ? Do you belong to God ? Do you belong to sight ? Yeah , it's a deep question .
Speaker 2So cool , so cool . And how do you like , just like really quickly on this one , because we're out of time here Like , how do you help define that ? For people it's just dot , dot , point , all of those different areas and that's like that .
Speaker 1It is part of the new course I'm doing with social kung fu . So we're social kung fu has white belt , the black belt for verbal self defense at the moment , and that's like how do you verbally spar and verbally deflect gaslighting gossip accusations ? The second course we're building out the moment with psychologists is about self image and body image and we have a glossary of you know in the culture column that are made of multiple choice things Like it's just based on data points and what we vote as what's most important . I did research on a group of students in the 1960s on what was the most important value to them . Fame ranks 12, .
Speaker 1Fame ranked 12 . They did the same study in 2007 on students and fame rate . Fame ranked one . There was a massive shift between big me and little me in society and that is that column there of culture . It will change every decade or what the value metrics are , because I mean back in those days with the first study was on , it was all war and related to that Like it was around survival , and so I think , yeah , we give people the data points based on votes to be able to help form a formula for themselves .
Speaker 2Oh , so cool . I love it . I love it . That's honestly so cool . Like what are you doing there ? Cause that is like such , that is hardcore personal development . I love that , especially like getting in deep there , like it's so good and so powerful . So thank you for doing that . I'd love to give the listeners from like the conversation that we've had one challenge that they can take action from listening to this right now . What challenge
Share Your Story, Invest in Yourself
Speaker 2would you like to give them ?
Speaker 1Stop being a wimp . Get in front of the camera and share your bloody story . If you've got , if you want something , then that's one of your first steps is become a bloody good historian . Be speak it from a place of love and God as a guide , not as someone who wants to prove themselves . It's just . This is how this stuff's going to serve you . I hope it serves you . It served me and invest in yourself . And that's getting pay guy like Corey to get personal development Like pay . Come to me if you want some help with your branding Like it's . It's as simple as that . The most fastest way to upgrade yourself is to be able to work with someone who's done it . So invest and stop being a wimp . I really mean that it's . It loves to bloody short to be in your head , so go for it If you want to put your money where your mouth is put your damn money where your mouth is , let's go .
Speaker 2And so everyone who's listening who may not know who you are , where can they get like in your world in terms of I don't know , you're like newsletter , social media , like ? Where can they like start getting involved and educated on the things that you're doing ?
Speaker 1Yeah , instagram is where I'm hanging out the most . That's probably my primary . It's my primary platform . So just go to map her cell official and you can type my name in Google and check out that I'm a legit person , like a legit human being . There's news articles and stuff to find on what I think about , but thanks so much for having me , corey . This was a really great like spontaneous , like it was good . It wasn't scripted . Yeah , it was just a cool chat .
Speaker 2Yeah , which is why I like to keep them . I just do my research and like I just was like inspired by you in your story , so like thank you for taking the time out to come to this and also your website's really cool Map personalcom . Like you've actually got heaps of cool things and they are just like purchased , your like being a business owner within personal development , like let's run through hooks and purchase that . I'm like that's really cool and I think a masterclass . They were going to do that as well . I think it looks awesome . So thanks for like putting all of that together and coming onto the show had a really awesome chat .
Speaker 1Yeah , me too . All right , use that hair .