Quantum Reality Creation with Pablo Paul Lemberg

Hey Mark. Hey Katie. Hey you want to do a podcast? Yeah. Sweet okay. Welcome to the

Unforget Yourself Show where we use the power of blue and the proof of science to help

you identify your blind spots and get over your own bullshit so that you can do the fucking

thing you actually want to do. Absolutely. I'm Mark. And I'm Katie. And we're the founders

of Unforget Yourself and the creators of the Unforget Yourself system. Look, being a

business owner is tough with vulnerability and with humour, we'll be sharing with you

the real stories behind the success of those brave and crazy enough to start their own

business and to show you that you're not alone. Not from the accidental entrepreneur to

the laser-focused CEO. We have honest conversations about how they get to where they are today.

We talk about the challenges that they faced and what they're currently dealing with in

real time on the roller coaster. Along the way, we want to show you that it's you. You are

the most important asset in your business. Yeah you are. So let's cut the bullshit and

start the show. Enjoy. Okay, hello everyone and welcome to the show. Now, just a quick

interruption to a normally scheduled episode. If you wish more people knew you, trusted

you and actually reached out wanting to work with you, this is for you. Most experts

tried to post more, shout louder or chase attention. But the truth is clients don't come

from content. Clients come from real connections. That's why we built the profitable podcast

system. We'll help you create your own simple relationship driven podcast that brings the

right people into your world, build trust fast and turns amazing conversations into clients,

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So you don't need a big audience. You just need the right people hearing your voice, feeling

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you want a proven way that actually grows your business, not just your to-do list, head

over to profitablepodcasts.com and we'll show you how this will work for you. And now onto

your scheduled podcast episode. So today we have with us Pablo Lemberg, the founder of Lemberg.com,

a growth and transformative business that helps B2B and e-commerce entrepreneurs, healthcare

professionals and coaches to grow their revenues and profits through a mix of strategy, spirituality

and what he calls practical magic. Through his coaching, frameworks and the new entrepreneur

Alchemy Academy, Pablo guides business owners to create quantum level shifts in profit and

performance, drawing from nearly three decades of helping clients achieve growth from two

X to 10 X. Now, Pablo's journey from launching his own coaching practice in 1996 to help

clients generate more than $500 million in aggregate profit, demonstrates what's possible

when business growth is aligned with purpose, intuition and proven strategy. And while navigating

the challenge of doing everything himself and restructuring his business for its next evolution,

he continues to hold onto a powerful vision for entrepreneurs who want to transform both

their results and their reality. Pablo, this is going to be fun. Welcome to the show.

Hey, thanks for having me. That was great. Did I write that? That was written for you. You

are welcome. It didn't, it didn't sound like, you know, I know how my bio sounds. And it was

interesting to hear it from a different perspective. And I liked it because it was all like spot

on. Oh, thank you very much. I'm glad you enjoyed it. And it did you justice. So now it's your turn.

If you can just expand a touch more on that and just let us all know, you know, where you are

today with your business and who is it that you love to work with? Okay. I'm going to tell you

that I have a very weird background. I have a fine arts degree. And I found out that I didn't

want to starve as an artist. I was young and I was insecure about my art. So I, and I just

didn't want to starve as an artist. So somehow I got a lot of people call these things downloads.

I believe God spoke to me and told me that I should go be a computer programmer. And I had

absolutely no experience as a program. I had no experience. No courses. Nothing. I was a art

student. And I somehow got gifted with the ability to write software. And that's really not

normal. This is, you know, I was trying to figure out how this happened. And that's when I decided

God spoke to me. It told me this because nothing about it made any sense. I had no experience,

no education, no training, no resume. And I got a job. And I was great at it from day one,

but I didn't fit inside the corporate environment. I was, I got fired from my first job that was

at Deloitte's. And they told me that I was the best person that had ever held the job. And yet,

I was never going to fit into their company. So they got me a job at a better place that was

much more suited to me. And I worked at General Electric for a couple years. And, and then I realized

that I was never going to get to run that company. And I was probably better suited to doing something

like that. So I went off and started a software company, sold that one successfully. And we ran

it into the ground and needed money and then sold it because I'd written some really brilliant

software. And so then at some point they did what they always do, you know, it's just they

broke the agreement and I ended up leaving and starting a new software company, which ultimately sold

that also. So along the way I got an MBA and I'm probably one of the very few people with the

Bachelor's of Fine Arts at an MBA. And I think it gives me a unique perspective, which is that

I'm very, very balanced in terms of being hyper logical and very analytic. And at the same time,

I'm an artist. And I maintain my art today. People tell me, you know, whenever anyone tells me,

oh, you can't do that. I have a standard response, which is, no, you forget. I went to art school,

I'm an artist. I can do whatever I want. And I've been saying that my entire life. So, you know,

fast forward, I'm teen years. I can't even count anymore. And I have been since the mid 90s,

I've been coaching entrepreneurs. And my stated mission is to help other entrepreneurs be more

successful than they are without greater stress, without working hard. I have a book that's called

Earn twice as much with half the stress. It's one of my books. And, you know, that sort of sums the

whole thing up, which is that I look at people's businesses. I take a very strategic few. Tactics

are really important, but without a strategy, they're much, much less important because they take

people all over the place. You're right. Tactics are important. Strategy is important, but also

the connection you have with your business. So, I think that's so more important than with the

work that you do, that connection. So, can you expand on that part? Because I think this is where

it's not just business consulting, coaching. There's so much more to it. So, can you build that

that deeper level that I think is so unique to you? Well, I'm going to put it in a different way

than you're asking. I believe life is short, and life is short if you're young, and if you're

starting to get old, life is much shorter. You know, life is short. My father worked for 40

until he was in his late 40s, had worked that he was very good at, but had no connection to.

And he wasn't super happy. And in his late 40s, he ended up in a teaching job, which

fast-forwarded by the time he died, he was principal of the school. And he loved his work.

And I look at my father as a cautionary tale, which is, why would you spend large chunks of your

life? You know, 40 to 60 hours, so we're talking about entrepreneurs, 40 hours is a joke. You know,

if we're talking entrepreneurs, we're talking 60 hours, perhaps more. When I was building my first

software company, I was working 16-hour days, six days a week. On Sundays, I worked about six hours

and considered it a day off. So that's like, if you're going to do that, you kind of love what

you're doing. I think it's an insane way to live your life doing work that you don't love.

Irrespective of whether it pays you well or not, and I would vote for finding something that you

love that pays well. But irrespective of whether it pays well or not, that doing something that you

love, that you don't love for that big bulk of time is absolutely crazy because this is not a

practice life. This is the only one that you actually get to live. I suspect you live more.

Let's bust a few myths here because I know what it's like to be in a job that you don't enjoy.

I think we've all felt that, but sometimes we feel, I mean, crumbs, you could talk about your job,

your relationship, your health. There are so many things that you feel like you're stuck with

and you don't realize that you have a choice, but you feel like I can't do this because

insert logic. We've set these parameters for ourselves. Can you unpack that? Because we always have a

choice. Sometimes we don't feel like we do. So a lot of people don't feel it. So I was very,

very lucky, which is that at the point that I was transforming my life from doing, I was working

with a corporate consulting firm and I was doing strategy and for gigantic companies. I personally

told IBM that they had to drop OS 2 after doing some market research that said that it was never,

ever, ever, ever going to work out for them and they listened to me and they dropped it.

I was doing great work. It was paid well. I was traveling the world. I had really interesting

people and I woke up one day with the voice in my head that said, you're not doing your life's work,

you're getting older, you'd better get busy. That was it. That was the whole message. I was like,

what am I supposed to do with that? And the voice that said it repeated the exact same words.

And I was like, that's not helpful. But within a week I had stopped doing that work and I

tried to find myself and I found myself in the situation of I wanted to help entrepreneurs.

And that's what was going to make me happy. And so here's the thing. It's like, I had quit my job

basically three weeks before I found out that my wife was pregnant with our first child.

And I consider myself incredibly lucky in terms of timing because I know she was pregnant. I might

not have had the balls to quit. Right? I would have thought, oh, I have to provide for my new child,

blah, blah, blah. And the reason people tolerate, right? They tolerate things. They tolerate bad

relationships. They tolerate bad family situations. They tolerate bad work. And the reason they

tolerate these things is they feel constrained by whatever it is around them. You know,

that whatever is around them. And I think the secret is to look at what you feel is holding you in

place and then figure out what else you can do to get around it. Because there's always a choice.

There's always a choice no matter where it. You know, the book man searched for meaning.

Victor Frankl. And Victor Frankl was in a concentration camp. And like, oh my god, you're in a,

I mean, I can't even imagine it. You're in a concentration camp. And this guy chose to be happy.

I don't think too many people do that. But he chose to be happy. He chose to find purpose and

meaning within his life inside of a concentration camp. And he came out of it as saying, man,

a lot of people didn't. A lot of people don't. So I think that this, this happiness, this joy we

feel once we've all experienced this, once we find happiness, once we do the things that we love,

our whole physical nature changes, our vibration changes, the results, synchronicities,

coincidences come out of the woodwork. There is so much more happens when they come from

place of love of enjoyment. But sometimes it takes a while to be able to have the courage to do

that. So can you tell me about what, what it's like for your clients to be able to, as you come in,

see their business, but then bring that, bring the woo, bring the spirituality, bring the,

the connection to your business. So you start to grow. And if we can personify your business,

you grow together. There's connection, there's purpose, there's intention.

Share with me what happens once you start to help people see, see this connection and see how it works.

So it's really, if you're not connected to your business, you're probably doing crappy work.

I mean, that's just how it is. You're probably doing crappy work if you're not connected. And

see, I think like, like I said, I said this a moment ago, when I said I went to art school, I can do whatever I want.

You know, it's a, you have to have the belief that you have agency, right? If you believe that the things that

are happening in around you or to you are things that are happening externally, then it's hard to change them,

right? You may not have any way to change that thing. Whereas if you take the position,

as you always have agency, that you always have a way because you're responsible, there's,

there's an idea that I got from Warner, our heart, the founder of us. And Warner says that you're responsible,

truly, when you're truly responsible, you're responsible for everything that happens in your life,

whether or not it's something that's happening to you or even something that's happening

by a third party doing it to somebody else, that you're still responsible as long as it takes place

within the container of your life. And if you can take that on,

then anything can happen, anything at all. So I look at it and I go, in any moment, you know,

happiness is a choice. Just as depression is a choice, and I hadn't experienced with depression

recently and I've really had to look at what was my role in that. How did I cause that? But it's like,

at the point that you're trying to transform your business, you have to look at how responsible you

are for it. And I see this with my clients, which is that I've changed something in my life that's

really, really important is I absolutely won't work with someone I don't love. I simply,

I just won't do it. And I basically, you know, I'll just say this, I crashed my business for a while

because I decided I had a few clients that I didn't love. And I said, I don't love these clients,

I don't want to work with them. And they all left just like that. You know, the universe was listening

and paid off what I said. I'm like, oh, wow, you know, be careful what you wish for. But one of the

things I work with clients on is transforming their business so that it is something that they love.

That we look at the things that they're not enjoying and find ways to just get rid of them,

whether it's cutting off part of the business or hiring people who can do that job that the owner

typically doesn't like. But they're looking for that. Do you find that there's, do you have any,

do they give you resistance to some of these applications that you're looking to do? Because

they must be in a certain position, state or situation for them to reach out to you.

Do they have any resistance or concepts, principles that they need to understand before they

take action or are they taking nervous and excited action? Where are they?

Yes, yes and yes. But there's there is a great deal of resistance to what I do. And I'm really

good at beating people up without them feeling beaten up. So, you know, I'll tell you,

sorry, I want to name a name. I had a client who was a top gun instructor. So that you can see,

this man was not a shrinking wallflower. This guy was a fighter pilot in Vietnam. And the day I met

him, he put his cowboy boots up on his desk and he says, one time, I was the top pilot in the U.S.

Navy. And I'm like, wow, what balls, right? Like even if it was true, it's still something to say,

but this guy was a top gun instructor. And I had shown him a way to close sales.

That was very different from what they were doing. And when he finally started doing it,

sales closed in record time. They closed larger and their business went from about a million

and a half to over a million dollars within 12 months. So that was a pretty nice win. And it was

really remarkable. And it took me a year, took me that whole year to get the guy to take action

on this thing. And it wasn't because he was afraid of it. He just wouldn't do it. And I would just say,

you're paying me a lot of money. You're really ought to listen to my advice. Yeah.

What was holding him back? So he had a board of astronauts and flight surgeons and

fighter pilots. He had a board of some very smart, very high action people who didn't think that

this company needed sales. One of the reasons, I'll tell you this was one of the reasons they didn't

want sales is because they had their accountants had cooked their books in the wrong way.

So their books were set up in such a fashion that it looked to them like they were losing money

every time they made a new sale. And if that were your case, you wouldn't want a more new sales

either. So I dug into it. I understand accounting really well. I slept through accounting and

business school. But I think sleeping through it, I got it better than anything. And I dug

through their books and I dug through their books and I finally figured out what was happening.

Then I had to explain it to them in such a way that they believe me. And when they finally

believe me, then they were willing to open up the gates of sales. So this guy, this was the

framework against which he was operating. So all of that was preventing him at both conscious

and other than conscious levels to do what I was telling him to do, which wasn't complicated.

It just required some doing. And when he finally did it, sales exploded.

So this was like classic. This was like resistance up the wazoo. And what I find is that almost

every single thing I recommend meets with resistance. Why? Because it's different from what they're

doing. And people, I think for the most part, people are afraid of change. There's crazy people,

the ADHD people, you know, I'm one of those. ADHD people like change just for the hell of it.

We like change for changes sake. Most normal human beings are, you know, evolutionary. If you look

at evolution, people are afraid of change. You don't know what change is going to bring. Change is

going to bring separate to tigers. It's going to bring storms. But we're, but we're taught with

all of the, all of these practices, all of these mentors across generations and centuries that

once we stop resisting, that's where magic happens. So once we, once we are able to let go of

this resistance and lean into things, it's the energy. I mean, I was reading another

Michael Singer book over the weekend. The principles are so simple, but so groundbreaking.

The one that's relevant to this conversation is the flow of energy. The amount of energy we use

on resisting or worrying or looking at other things, rather than if we're in a central place,

solving the problem. So we waste so much energy with this resistance, but it's baked into us as

humans. So yes, that is that, is that, do you teach people the ability to identify the resistance,

see the resistance, befriend the resistance, let go of the resistance. What, what is that?

Because that sounds like the key. I say recognition is the first step on the road to recovery.

And so when you can show people how they're acting and that it has not in their best interests,

that alone can sometimes get them moving towards change. But the thing is genetically,

it's like baked into the species. Fear is a good thing. If we weren't fearful, we'd all be dead and

we wouldn't, we wouldn't be here, right? Fear is what keeps people alive. So this is a real problem,

because if you say on one hand, you have fear and on the other hand, you have love.

To me, those are the polar opposites. You have fear and you have love. And it's the fear that keeps

people afraid of change. And all that logic, everything that you just said, this is all very left

brain stuff. And it has, it doesn't move the needle at all. It doesn't move the needle because

this is like, this is, you know, what is it? 200, 300, 500,000 years of hardwiring.

Has this be fearful? Because all change presents a threat. Every single bit of it, even that

absolutely best stuff. So let me ask the right question then. So what,

what does initiate change? Where is your magic? And if you talk about magic a lot, where,

is the magic in this? So when you can stack up the benefits, so that they are, if the benefits

just outweigh the, the downside a little bit, nothing happens. And, and more, more, more, more, more,

more, and eventually you can tip the scales in favor of change. And that's, that's how I work.

You know, it's like, how much do you want to stay where you are? And the magic comes from when

people see possibility, right? So possibility counterbalance is fear. And if the possibility

is strong enough and the belief in the possibility is real, you know, people talk about faith. What's

faith? Faith isn't belief. Belief requires evidence. Faith does not require evidence. That's

the nature of faith. And so with faith, you just have to say, okay, I'm listening to what Lamberg

is saying. He's been talking about how this is going to transform our business. Do I believe

him or not? And at some point, there's a switch to flips for, for whomever I'm working with.

And then they're ready to do what I've been telling them to do for, I work with clients typically

on a basis of a year agreements. And the reason it takes that long is because you have to overcome

a lot of resistance. That is why it takes so long. I could change people's businesses in two days.

But it, that's not possible. But that he wasn't being in the way. Okay. There's human not only

one, there's usually several. Yeah. So I could tell him, well, what is it like for you as someone who

has so much experience and talk and guide, so many people through this, you yourself, you're an

entrepreneur. So you're dealing with and experiencing this side of things as well as teaching it.

So what's it like for you holding those, those two world is true? Well, the good news is I have

friends and I have friends and I'm very exposed with my friends. I am completely open and vulnerable.

It's one of the things that I have found out makes better friendships. And so I have friends who

tell me the straight stuff and they play the role for me that I play for other people.

The entrepreneurial journey you used to word earlier, you know, it's like the entrepreneurial

journey is full of chaos and carnage. I love your word carnage. I'm going to appropriate that if

you don't mind. I like chaos. Again, I've said this a couple of times. I'm ADHD. ADHD people enjoy

chaos. It produces a lot of excess dopamine and that's the thing that ADHD people need. So we

create chaos. I used to worry about the drama in my relationships and it was only recently and I'm

not a young man. It was only recently that I realized all that chaos I've been causing it.

I never knew that. I always blamed the woman. But you said earlier that everything within your

your environment, you are responsible for. So that makes a complete sense.

And you have to remember that because that's a hard trick to deal with. But for me,

it's like, I love being an entrepreneur. I can't imagine having had my life any other way.

So the carnage that ensues, I figure it's just part and parcel of being an entrepreneur.

You know, the chaos. So what I say in my business, I say that being an entrepreneur and running

a business is the greatest personal development opportunity that there is. And that's not necessarily

a good thing. It just is. So entrepreneurs need to know that the ones who want things like

steady and normal, just people don't grow. And to hide from your stuff, to hide from your beliefs,

your barriers, your programming, it's almost, yeah, it's non-negotiable. You have to go through

an evolution of oneself. I mean, right now, there's no one done. You have continued to evolve

yourself. And now you're continuing to grow your business, reach more people,

market your own, maybe start a new podcast. There's so much evolution that you're going through.

It doesn't, it doesn't stay still. It keeps on evolving. And that's, there's beauty in that as well.

Can you expand on that? Sure. Why do people become entrepreneurs? Do you have any idea?

I think they mostly become entrepreneurs because they've tried having regular jobs and it hasn't

worked out. I don't know. There are people. I know there are people who know from the get-go,

they're going to be entrepreneurs in the same way they know they're going to be lawyers,

doctors, Indian chiefs, whatever there is. But I chose this path because I wanted it,

I wanted to be on a disruptive path. And I wanted to be on a path where things were always

in, in flux. And the idea that you have to reinvent, reinvent yourself every so often,

if you don't think that is an entrepreneur, I think you're in the wrong business.

And, and the idea that the world, you know, it's what they, what do they say about people who

used to train horses and make saddles and so on. You know, and they all went out of business when

Ford invented the car or invented the mass-produced car that people could afford. And it's like

there's a great book by Nassim Talib and the book is called The Black Swan. And I can, I could

sum it up in a really short paragraph, which is, have you read Black Swan? I haven't.

Oh, okay. It's where it, it is worth reading, but it, I could sum it up for you, which the

gist of it is that all great fortunes and all great cataclysms in businesses are all driven by

things that you couldn't have forecast. And that is a really powerful notion because it tells you

that you cannot really plan well for the future by trying to figure out what's going to happen.

You have no freaking idea what's going to happen. What you can do is make yourself, and this is

another one of his books, which is called Anti-Fragile. And the idea of Anti-Fragile is to build your

business in such a way that it benefits from change. And that is really what you're able to do.

I've done a lot of thinking about what makes companies sustainably competitive because

everything, and I've worked with a lot of technology companies, everything that you do can

re-reverse engineered. Period. There's no examples that run counter to that. So what does that

mean? How do you create sustainable competitive advantage? You get really good at managing change.

You get really good at evolving. You get really good at creating ideas. That's where a lot of my

magic work comes in. You get really good at that. And one place where that is really helpful is we

have to learn to or have to. It's better if you learn to be playful and bring play into this. So I

think as a to sum this episode up, just to leave with play and fun because we have to have fun

in business. So if everything, if the most dramatic things happen from change that we can't see

coming, we have to be open, see playful with change. How important is play in business?

So it's funny because it's not a word I use very often. But I believe strongly that your business

better be fun. And the simple reason why is that you're going to be spending a gigantic,

probably the largest chunk of your life outside of sleeping is spent in your business.

So if your business isn't fun, you're doing it wrong. It needs to be fun. And it just simply needs

to be fun because that's just a better way to have your life be. So to me, so people, I think of

everything as a game. Not necessarily a game with the scorecard and points and everything else.

There's a book called finite and infinite games. And an infinite game is one that has a rule set

but that doesn't necessarily have an end point. And it's not necessarily about keeping score,

but it is about playing for playing sake. And that's how I see running a business that you're

playing for playing sake. And it's like, wow, let's see what this, what happens if I do this?

What's see what happens if I do this? Oh, can we have fun doing it this way? Or wow, everything's

pretty normal. Let's throw it up in the air and see how the cards fall. And you know, and see what

we're going to do. So to me, it's very much about that I am doing this because I love it. And I am

doing it with an attitude. You used to work play. To me, the attitude is curiosity.

Yeah. I think people who aren't curious and there's a lot of them are just dead boring.

And if you have a business, if you're an entrepreneur, then curiosity is one of your core skills,

one of your core. And to me, it's one of my core values is that, like, let's see what happens if,

and if you walk away with nothing else, you say, that phrase, like, let's see what happens if

and fill in the blanks. And then do something with it because that's what to me, that's what play us.

Pablo, thank you so so much for wrapping a beautiful bow in this episode. Look, this has been

fantastic. Thank you so much for sharing not only the amazing work that you do, but behind the scenes,

what it's like for you as as the curious, playful entrepreneur. So thank you so much.

Thanks for having me here. You're welcome. And for those people who want to me more about you

and the amazing work that you do, how can they find out more? How can they reach out?

So they can reach out to me at my website. It's written right on my shirt there. It says

Lemberg. It's over here. I can't even do that. It's over there. But it's lemberg.com. It's L-E-M as

a Mary, B-E-R-G.com. And there's a contact you page on there. And if you're interested in

getting to know better, then drop me a note. Let me know a little bit about what it is you're up to.

And then we can have a conversation. Fantastic. Well, everyone, if you're curious or think

this sounds fantastic, go check it out, reach out, start the conversation, say Mark sent you,

and have some fun with it. Yes. Again, thank you so so much. This has been an awful lot of fun.

I've really enjoyed it. Thank you. Oh, great. Thank you, too. You're welcome.

Hey, Katie. Yeah, Mark. Wanna do an outro? I sure do. Sweet. Hey, thank you so so much for listening

and making it to the end. Yay, you. So what happens next? We ask them the things that podcast

we're supposed to ask at the end of an episode. Can you please rate, review, download?

Subscribe. Yeah. But why is it important? Because that's how our podcast gets noticed.

It's how people find us. It is. And we want all their earballs. All the earballs, all over

place. We do. Yeah. So please do all those things. We'll be ever so grateful. And then more people

hear your beautiful voice. Oh, yeah. See you next time. Bye.