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educationself improvement
Steve Jobs Marketing Strategy: Sell Ideas the Apple Way
About this Episode
Best Self-improvement Motivation
Steve Jobs Marketing Strategy: Sell Ideas the Apple Way
Learn Steve Jobs’ marketing strategy to sell ideas like Apple. Discover powerful storytelling, branding, and persuasion techniques to win customers.
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¿Roncas? ¿Jadeas cuando duermes? ¿Te sientes exausto?
Despirta con Seb Bound, tirse patida.
La primera y única medicina recetada aprobada por la FDA
para la apnea obstructiva del sueño AOS de moderada
se verán adultos con obesidad.
Seb Bound es una medicina inyectable recetada
que podría ayudar a los adultos con apnea obstructiva
del sueño AOS de moderada a severa y obesidad a mejorar su AOS.
Seb Bound debe usarse con una dieta baja en calorías
y más actividad física.
La inyección de Seb Bound está aprobada en inyección de 2.5,
5, 7.5, 10, 12.5 o 15 miligramos.
Seb Bound contiene tirse patida y no debe utilizarse
con otros productos que contengan tirse patida
ni con ningún medicamento agonista del receptor GLP1.
Se desconoce si Seb Bound es seguro y eficaz en niños.
No compartas agujas ni plumas ni reutilizas las agujas.
No uses Seb Bound si eres allergic a este o si tu o un familiar
han tenido cáncer medular de tiroides o síndrome de neoplasia
en doctrina, múltiples tipo 2.
Informa le al médico si tienes un pulto o inflamación en el cuello.
Suspende Seb Bound y llama el médico si tienes problemas
estomacales severos o una reacción alérgica severa.
Serios efectos secundarios podrían incluir páncreas
inflamado o problemas de vesícula.
Informa le al médico sobre cambios de visión,
de impresión o pensamientos suicidas,
antes de procedimientos con anesticia programados.
Si estás lactando, embarazada, planeas estarlo,
o estás tomando pastillas danti conceptivas.
Usarse Seb Bound con sulfoniluria o insulina
puede causar niveles bajos de azúcar en la sangre.
Efectos secundarios incluyen nausea, diarrea y bómitelo
que puede causar desidratación y emperar problemas renales.
Habla cuanto médico.
Llama al 1-800-4555-5979.
Ovisita Seb Bound junto a lily.com-es.
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Encontrase.
¡Si estás Ready, olvides de tu trabajo, me digas.
¡Y eres Ready!
Muy bien, muy bien.
¡Muy bien!
Ahora, un nuevoeremony visita en octobar,
called Steve Jobs.
Steve Jobs.
Ahora, para los de ustedes que saben,
soy un gran fan de los trabajos.
Yo he readado el libro como 5 o 6 veces.
Entonces, esa es una película que viene
llamada Man de la Machina de los trabajos de los trabajos.
Ahora, paráverlo,
era una otra película de los trabajos de los trabajos
hace un par de años antes.
¿Cómo han visto eso antes?
Sí.
Pero paráverlo, en esta película,
se dice que desde los trabajos de los trabajos de los trabajos,
que es una más accurate representación de los trabajos,
en el que significa que cuando lo watched el video,
se trapan.
Se la thinga, es una película, es una película que no es actual.
Se trapan.
Esto se trapa.
Entonces, que es increíble.
Entonces, yo pienso que algo que Creating News
Strategic rocket, Steve Jobs y marketing,
y una gran Apple, que es así,
que se barrieran en diferentes otros países y,
más importante,
cómo disruptive los trabajos de los trabajos?
¿Dónde es la granaaaa?
Sí.
Sí.
Y, otra vez, esto es mi propio prospectivo.
¿Qué es?
¡Wap! ¡Banz! ¡Banz! ¡Banz!
I'm just about to have views and I'm going to be
in a way that, because you might think
oh, I'm not in the computer business,
I'm not in the software business,
you see as I share with you,
these things can be applicable to you,
it doesn't matter what business you're in,
it's all good.
Okay so here we go.
So Steve Jobs,
the secret to Apple's marketing genius,
now when I say Apple,
¿Qué tipo de compañía?
Si me voy a preguntar, ¿qué tipo de compañía es Apple?
¿Qué te diría?
¿Qué es el answer?
¿Qué es la idea?
¿Tec? ¿OK? ¿Qué es?
¿Lifestyle? ¿OK?
¿Culture? ¿OK?
¿Information?
¿Innovación? ¿Sí?
¿Cubro?
¿Cubro? ¿Sí?
¿Design? ¿OK? ¿Gud?
¿Qué? ¿Qué?
¿Qué es el challenge? ¿Qué es el quote?
¿Qué es muy bien? ¿Sí?
¿Está bien? ¿OK? ¿Qué es muy cool?
¿Y how many of you are PC users?
¿OK? How many of you are Apple?
¿Y how many of you are Apple?
Interesting.
How many of you use both?
How do you do both?
Like, how do you do both?
So I'm going to share with you a limited statistics about Apple.
So in case, of course, you know, it's Apple very profitable?
Every say hell, yeah.
But you might not know actually exactly how profitable it is.
Unless you want stocks.
Now, we know that nowadays there are a lot of retailers that's struggling
and it states that thousands and thousands of retailers going out of business.
Yes or no?
Yes.
There are retailers going out of business in Canada.
Name some of them.
Sears, Future Shop, Target, Zellers, Max, McDonald's.
McDonald's, it closes some of their shops.
Yes, stores, yes.
OK, yeah.
OK.
Second city.
Zone, yes.
Now, let me ask you a question.
Are these small companies or big companies?
So even big companies are having a tough time with this economy.
What is going on?
Now, in spite of all that, and you look at, you know, people say, the retail
apocalypse, all these major changes, not just a certain sector, across different.
People, companies have been around a long time.
You see them for five, 10, 20 years, and bam, overnight.
Not one store.
How many stores?
Nine, eight, eight, eight, eight.
Hundreds, thousands.
Long period of time, short period of time, closing down.
Very short period of time.
Very short period of time.
Now, how does that apply for small businesses?
So if big companies are having a tough time, kind of big elephant,
but with small companies, what do we have to do?
What do we have to be aware of?
Looking at this, as a small business, what do we have to be aware of?
You have the answer.
Change, yes.
Innovation.
Innovation, yes.
Emerging technology, yes.
Customer needs, being real aware, being able to, yes.
Relationship management, very good, very good.
So with Apple, and just some statistics I pull,
feel by the popularity of the new iPhone 6,
gave Apple an even bigger lead over other retailers.
How many of you have been to an Apple store?
OK.
Over other retailers, in productivity,
with its stores generating a staggering $4,790,
and 82 cents in sales per square foot
on an analyzed basis at the end of 2014.
Now, how many of you understand a little bit of retail?
That's how they measure, yes?
Learning per square foot.
Is that a low number?
Is that like a high number?
Yeah, it is a crazy, crazy numbers.
I was, a few months ago, I was in New York,
and I went to, there's an Apple store, right?
On Fifth Avenue.
Which is very well-known, yes?
How many of you have heard of that one?
Yeah, very well-known.
And I have to check it out, and it was winter,
and I check it out when you need to store.
It was winter, and it was snowing, freezing cold, packed.
The place was packed.
And then, later on, I went online, I was just kidding.
I was just kidding, actually.
How much of that's that particular store makes?
So I went on, actually, check.
I don't know how much it's doing now,
but they did kind of report approximately
that Fifth Avenue store.
Do about $350 million in sales a year.
One store.
$350 million in sales.
Amazing.
Apple announced financial results for its fiscal 2015
third quarter, and at June 27, 2015,
the company posed quarterly revenue of $49.6 billion
and quality net profit of $9.7 billion.
They're getting by.
They're getting by.
They're doing OK.
So is there something to be learned from Apple?
Yes or no?
Yes or no?
But the problem is, OK, yeah, $10 billion, $49 billion
in revenue.
Well, how does that apply to my business?
I'll share with you.
My observation is there, basically.
And by the way, Apple also has over $200 billion
in cash reserve.
Not $200 million.
$200 billion in cash.
They don't know what to do with yet.
That's a lot of cash.
Yes?
That's a lot of cash.
Because Apple's model is a little bit different Google.
They do acquisitions, Facebook acquisitions.
But Apple doesn't do a whole lot of that.
So pretty incredible.
So they're basically five powerful ways.
How many ways?
Five.
I believe five powerful ways Apple has cultivated loyal
raving fans, loyal raving fans.
So ready to take notes?
Hello?
OK, here we go.
How many have seen people, the first day of opening,
a new iPhone, a new iPad, or whatever,
a new product coming out?
And people line up in front of Apple store for days,
sometimes to get the product, yes?
So what it tells you, they've got a very big loyal following,
yes?
Almost fanatic following, yes?
The question is, why doesn't people
line up to buy Sony products?
Why doesn't people line up to buy Microsoft products?
So number one, I believe, because Apple
give people products that are exceptionally good.
And put it in Danlox Term, aka, they make cool shit.
They make cool shit.
Not just good products, exceptionally good products.
If you think about it, how many of you use an iPhone?
I'm curious.
Now, if you think about it with an iPhone,
it is actually, and people might argue about this,
but it is actually an unnecessary expenditure.
Few years ago, nobody need an iPhone.
We don't need an iPhone.
We need food, we need water, we need shelter,
but nobody need an iPhone.
But nowadays, you ask people, OK, your TV or your iPhone,
pick one, which one you're going to say?
What about your iPhone versus your computer, which one?
Computer, iPhone?
iPhone?
So you think about it.
So what they do, they're selling stuff that people actually
don't really need.
But now, it's to a point where we cannot live without.
Like, wow, my god.
How many of you lose your phone?
You go crazy.
You'll be like, my god, right?
If I go nuts, all my contacts, everything,
I run a lot of my business from here.
So you think about it.
Give people the exceptionally good.
But how do you make products that are good?
A better question would be, how good is your product?
How good is your service?
It's upon on that.
How good is your product?
How good is your service?
And it's a great, cool, perceived jobs.
It's really hard to design products.
Roncas, Jadeas Condo Duermes.
Te sientes exausto?
Despirta con Sepp Bound, tirse patida.
La primera y única medicina recetada aprobada por la FDA
para la neobstructiva del sueño AOS de moderada
se verá en adultos con obesidad.
Sepp Bound es una medicina inyectable recetada
que podría ayudar a los adultos con la neobstructiva
del sueño AOS de moderada a severa y obesidad
a mejorar su AOS.
Sepp Bound debe usarse con una dieta baja en calorías
y más actividad física.
La inyección de Sepp Bound está aprobada en inyección de 2.5,
5, 7.5, 10, 12.5 o 15 miligramos.
Sepp Bound contiene tirse patida y no debe utilizarse
con otros productos que contengan tirse patida
y con ningún medicamento agonista del receptor GLP1.
Se desconoce si Sepp Bound es seguro y eficaz en niños.
No compartas agujas ni plumas ni reutilices las agujas.
No se Sepp Bound si eres alergico a este o si tuvo un familiar
antenido cáncer medular de tiroides o síndrome de neoplasia
en doctorina multiple tipo 2.
Informale al médico si tienes un pulto o inflamación en el cuello.
Suspende Sepp Bound y llama al médico si tienes problemas
estomacales severos o una reacción alérgica severa.
Serios efectos secundarios podrían incluir páncreas
inflamado o problemas de vesícula.
Informale al médico sobre cambios de visión,
de impresión o pensamiento suicidas,
antes de procedimientos con anestesia programados.
Si estás lactando, embarazada, planeas estarlo,
o estás tomando pastillas danti conceptivas.
Usarse Pound con sulfoniluria o insulina
puede causar niveles bajos de azúcar en la sangre.
Efectos secundarios incluyen naocia, diarrea y bómitalo
puede causar desidratación y emperar problemas renales.
Habla con tu médico.
Llama al 185-455-597-9,
o visita Sepp Bound.lili.com-es.
¿Dónde sabes de 1 a 3 personas con psoriasis?
¿Puedo también desarrollar psoriasis o arthritis?
¿Puedo causar los painos, stiffness y suelida?
¿Dónde eso parece como tú?
¿Puedo escuchar lo que parece ser un millón de miles de miles?
Traumfaya, gusokumab,
taken by injection,
es una medicina prescripción para adultos con moderate
a severe plaque psoriasis,
que puede beneficiar de injecimientos
o pílsos o fototherapy,
y para adultos con actos psoriasis o arthritis.
Serious allergic reacciones
y increased risk de infección en los problemas que ocurran.
Antes de un treatment,
tu doctor debería chequear para infección y tuberculosis.
Puedo tu doctor si hay infección,
flujos como symptoms, o si hay un vaccine.
Imagina ser un millón de miles de miles de miles.
Explore lo que es posible.
Puedo tu doctor si hay infección y tuberculosis.
Puedo escuchar lo que hay infección y tuberculosis,
incluye información importante.
¿Qué personas quieran?
Tal vez no quieren.
Pero ¿cómo creemos algo que es tan excepcional?
Es tan extraordinario.
Cuando se vean,
se preguntan,
¡Wow!
Yo no esperé que tenías que...
Yo pensé que es un teléfono,
pero teléfono, música, Internet,
no es un teléfono.
¡Hum!
Este es la opción.
2.
Los productores son tan fáciles de usar
la K.A.
En mi caso, se salen.
¡Bien!
No, porque ellos son tan coches,
ellos son tan coches.
Es un poco álcool.
El iPad,
realmente es más que más que más.
Y cada vez de estos niños,
se usan las teléfono cuando es solo 1.
1.
Entonces se hace muy fáciles de usar.
Es muy intuitivo.
Una vez me fue a mi amigo que tenía una tienda.
Y su sonía fue 6 años o, creo,
6 o 7 años, o después de ahí.
Y luego mi amigo, la tienda,
estaba hablando de todo,
como la tienda,
y luego,
estaba hablando de los niños.
Y la tienda,
y finalmente la tienda,
era como...
Así que piensan que ese es un iPad, ¿no?
Es como...
...la tienda, ¿no?
Es como él para mí, como él.
Eso es muy bueno.
Pero ¿cómo los niños le han hecho eso?
¿Cómo?
Eso es muy bueno.
Es como el iPad.
¿Cómo los niños le han hecho el iPad por 2 años?
¿Cómo los niños le han hecho?
¿Cómo los niños le han hecho?
Es increíble.
Entonces, la pregunta es, ¿cómo puedes hacer
los productores y los productores?
Es más simple de entender.
Es lo que tienes que hacer,
es tu trabajo,
porque la complejidad es la execución.
La complejidad es la energía de lo que...
de lo que?
Execución.
Así que...
Yo siempre digo que es genial.
Es lo que?
Geniales en la multiplicidad.
Entonces, ¿cómo puedes hacer lo que puedes hacer simple?
Justo dos meses ago,
yo era en una comunicación business,
y ahí era un entrepreneur,
hablando sobre uno de su aventura
y hablar sobre...
Basically, la piche a mí,
y él estaba explicando a mí.
Y él dice, ¿cómo te da un poco
a un 5-minute de piche?
y él dice, sé que esto es su propio cliente.
Y él dice, ¿cómo te da tiempo?
¿Cómo te da tiempo para explicar esto a mí?
Si no te da tiempo a explicar esto a mí,
te da tiempo a mi.
Tenemos un problem.
¿Cómo me puedo hacer lo que voy a hacer?
Si te voy a explicar qué se hace para tu trabajo,
¿cómo te da tiempo?
Pues tienes un problem.
Porque, a la mostrada, no me da tiempo.
La atención va muy revolution.
Y eso funciona.
Así que, tíx, y yo siempre digo, es decir,
si no puedes poner tu business model a la pieza de Mápica,
no tienes un business.
Tú deberías ser simplificado, particularmente,
lo que hacer es muy, muy simple.
En los prenses, la gente lo entiende.
Y él, lo que Steve Jobs tiene que decir,
simple puede ser más difícil y complejo,
tienes que trabajar más fácil de hacer un simple.
Pero es mejor que en el end,
porque, una vez que estás ahí,
puedes mover montaños.
Entonces, ¿qué es lo que te haga?
¿Cómo te hace simplificar?
Tu remaso, cómo te hace simplificar?
¿Qué te hace simplificar?
¿Cómo te hace simplificar?
Quiero hacer muy simple.
Ahora, ¿qué es lo que te hace?
¿Te da producto y servizos?
¿Mensas la insidencia de que es un complejo como se ha hecho?
Bien, ¿no?
Así que, si es un complejo que te hace,
¿que te da todo lo que te da todo lo que te da todo lo que te da todo lo que te da
un proyecto de su equipo es capable de lo que tiene de lo que sea.
Bien, ¿no?
So you can take bits and pieces of it that you know that
you know what, this is the most compelling piece.
Let me simplify it and let me make it compelling
and just make that your frontman offer.
So that they get a little bit, a taste of what you do.
And they show them a little bit more.
They show them a little bit more.
They show them a little bit more.
Versus here's where all these things you could do for you.
Here's where all my company can do for you.
When I used to do cooperating, one of the rules
that I've learned is when I'm writing my copy,
when I'm writing an ad, when I'm crafting my
learning page, my marketing message,
I picture my prospect as this.
It's my message simple enough that Homer Simpson would get it.
It's my message compelling enough if Homer Simpson is sitting
on the couch drinking beer watching TV
that would compel him to take an action and buy.
So I always have that picture in my mind
if when I'm crafting my message, would Homer understand this?
If I know Homer Simpson will understand this,
I've got something.
Does that make sense?
OK, so take two minutes.
How long?
Two minutes?
Discuss among the table.
Just the first couple of ideas I've shared with you.
Two minutes?
Go.
I don't know what you want me to come on to.
Awesome.
So how does this apply to you?
Just the other answer.
How does it apply to you?
How does it apply to your business?
I'm asking about it.
Yes.
You said that you just said that you don't
need that part of the product, right?
So you said you don't need that part of the product, right?
Yes.
So then how do you do that when you need that part of the
business, do you think it's going to be long?
What I do, a couple of things.
Of course, now, keep in mind, what Steve is saying,
is he's such an innovator, he's predicting in two,
three years what people want.
As far as I'm concerned, for most entrepreneurs,
you go where the money is.
Meaning, you look at what people are already buying.
And then you sell them more of that versus, oh,
entrepreneurs approach me all the time.
I've got this idea.
I've got this product.
Nobody has it.
It's revolutionary.
When they say revolutionary, I stop listening.
Nobody's done this before, oh, shit, that's good.
It's not a plus.
Because most of the deals that I was involved with,
that lost money, it's because of those ideas.
Because nobody's ever done this before.
Nobody ever seen this before.
This is going to change in history, oh, shit.
Because it means that it's going to take off a lot of money
to educate the marketplace to buy this.
And I don't want to play that game as a business.
It doesn't matter.
Six figures, eight figures, two small pieces,
as I'm concerned.
So I don't want to play that game.
I want to go with, OK, people are spending money on this.
Well, maybe I can sell something a little bit similar.
Can I sell it cheaper?
Can I make it faster?
Can I make it bigger?
Can I make it put a new shrink wrap to it?
So it looks different, but it's not actually different.
I don't want a challenge in business.
I used to want challenge.
Nobody's ever done this before.
Let me do it.
Cost me kind of money.
It's my ego talking.
Nowadays, I'm like, OK, I don't want a challenge.
I don't like the analogy I use all the time,
and I share that with Benson.
If I'm going to fight a boxing match,
I don't want to fight Mike Tyson.
I'm not interested in that.
I want to fight a 10-year-old kid.
I want to go into the ring, got my glove, and I push,
and he sits, and he cries.
I win.
Yay!
Now, I'm not saying.
I don't beat up kids.
I don't want them saying.
You follow what I'm saying, right?
It's not what I'm saying.
But that's the analogy.
I don't want a challenge.
I want to know if I'm going into this business,
I'm going into this industry, that even though I could be
wrong, 50%, 60%, and I could have a lot of failures.
I can make a lot of mistakes.
This thing will still work.
I have enough margin that this thing would work.
So that's why I hate low margin business,
because there's not enough margin for errors.
If your business only, oh, I've got 10% margin,
we've got a problem.
So I don't even touch those businesses.
I want high margin, I want existing demand,
I want lousy competitors, I want to love to see competitors,
they're marketing sucks, they're customer service sucks,
the product is average, making a shitload of money,
I want to get into that.
Because I know I can create something better.
I know I can provide better service.
I can provide better experience.
I can do better marketing and beat them.
I don't want strong competitors.
I'm not interested in that.
Does that make sense?
Now, just my perspective, not saying
you cannot do something totally revolutionary,
I mean, I support you for that.
I'm just saying, from my business point of view,
I prefer to go with more proven path.
Because when you go to the bank and when you deposit a big check,
the teller is not going to ask you the question.
Did you make this money, was it your original idea?
Or I can't accept this deposit, because it's
kind of like, it's not innovative enough.
They're not going to ask that, yes?
They only want to know how much.
OK, great.
So nobody's going to ask you that question.
Number three, Apple strives to
deliver unique and outstanding experience
from the moment of contact.
AKA, they deliver holy shit moment.
They deliver holy shit moment.
It's an experience.
When you go to Apple stores and experience, or new?
Roncas, jadeas cuando duermes, te sientes exausto?
Despirta con Seb Bound, tirse patida.
La primera y única medicina recetada aprobada por la FDA
para la apnea obstructiva del sueño a oyes de moderada
se verán adultos con obesidad.
Seb Bound es una medicina inyectable recetada
que podría ayudar a los adultos con absorptiva del sueño
a oyes de moderada a severa y obesidad a mejorar su a oes.
Seb Bound debe usarse con una dieta baja en calorías
y más actividad física.
La inyección de Seb Bound está aprobada en inyección de 2.5,
5, 7.5, 10, 12.5 o 15 miligramos.
Seb Bound contiene tirse patida y no debe utilizarse
con otros productos que contengan tirse patida
y con ningún medicamento agonista del receptor GLP1.
Se desconoce si Seb Bound es seguro y eficaz en niños.
No compartas agujas ni plumas ni reutilizas las agujas.
No usarse Seb Bound si eres alérgico a este
o si tu o un familiar ha tenido cáncer medular de tiroides
o síndrome de neoplasia en doctrina múltiple tipo 2.
Informale al médico si tienes un punto o inflamación en el cuello.
Suspende Seb Bound y llama al médico si tienes problemas
estomacales severos o una reacción alérgica severa.
Serios efectos secundarios podrían incluir pancreas
inflamado o problemas de vesícula.
Informale al médico sobre cambios de visión
de impresión o pensamientos suicidas
antes de procedimientos con anestesia programados.
Si estás lactando embarazada,
planeas estarlo o estás tomando pastillas danti conceptivas.
Usarse Seb Bound con sulfoniluria o insulina
puede causar niveles bajos de azúcar en la sangre.
Efectos secundarios incluyen nausea, diarrea y bómitolo
que puede causar desidratación
y emperar problemas renales.
Habla con tu médico.
Llama al 1-800-555-5979
o visita Seb Bound.lili.com-ease.
Para adultos con disease o ulcerative calaita symptoms,
cada una forma.
Traumfaya offers self-injection
o intravenous infusion from the start.
Traumfaya es administrado
como injections under el skin
o infusions por el avión cada 4 semanas
con injections contra el skin cada 4 o 8 semanas.
Si tu doctora decide que puedes self-injectar
traumfaya, el traumfaya es required.
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When you buy an iPhone,
are you actually just buying a phone?
What are you buying?
An experience.
But what are you buying?
What are the features that they have?
What can you do when an iPhone?
When an old lady like you can use,
you're not that old, Monica.
No, but what are you buying?
You're buying an Apple ecosystem.
Yeah, Apple ecosystem, very good, yes.
You buy access to internet, yes?
You buy access to music.
You buy access to music.
You buy access to what?
Everything.
And so it's not just the phone,
it's access now to a whole much bigger Apple ecosystem.
So think of what you are doing as a small business.
You want to deliver value and experience
more than just your core product and service.
This is key.
Whatever you're selling,
that thing that you're selling, that's good.
But you better be able to add value
other than beyond and just the thing that you sell.
Because whatever you sell is so limited.
Your financial planner, your real estate agent,
your tech person, your app person, whatever it might be.
Here's what we do.
But what you do is only a,
out of the thousands and thousands of people
that you meet, only a small percentage,
one need what you sell at any given time.
Does that make sense?
So if this is all you do, you're so limited.
Versus, hey, you know what?
This is what I do.
But what you do is not who you are.
Right down.
What you do is not who you are.
A lot of people say,
oh, I'm a financial planner.
No, you have a financial planning business.
It's not who you are.
You are who you are.
What you do is not who you are.
It's like, let me give you an example.
I, people would see me and they would think,
oh, Danny's a speaker, yes?
I don't think of myself as speaker, first of all.
I think of myself maybe,
maybe more like a teacher.
I speak at conferences.
But I'm not a speaker.
Pay attention to this.
I can do marketing,
but I'm not a marketer.
I can write within a number of books,
but I'm not a writer.
I do internet marketing,
but I'm not an internet marketer.
Just point on that for a second.
Now, what do I mean by that?
What do I mean by that?
That's it, nothing more than the skillsets I've developed
over the years, tools on my tool belt.
But versus, you talk to people,
oh, I'm a blogger.
I only do blogging.
Or I'm a Facebook guy,
only do Facebook advertising or social media.
No, I do social media.
I do blog, I do podcasts.
I'm all these things and I'm none of these things.
Because that gives you flexibility.
It's only what I do.
Who I am, who I am, I think mainly it's just an entrepreneur.
And I use all these tools versus just so limited.
Okay, this is what I do.
I only do this. Does that make sense?
So think it. So what you do is who you are.
When you buy a Mac, you join a community,
and you don't just own a computer,
you become part of the entire Apple ecosystem.
The entire Apple ecosystem.
When you own an Apple product,
people have this pride, hey, you know what, I'm cool.
Apple is cool.
Use PCS, yeah.
Apple, I'm cool, right?
Think of this.
Let me get an example.
And it's an experience.
So when you're in an entrepreneur's group,
we host our meetings at here,
Vancouver Club.
Why do I do it at Vancouver Club?
How does that tie in with the experience theory?
About the environment, yes?
On beyond, yes.
It's interesting because if we're talking about success,
we're talking about entrepreneur,
we want an impact of where we want to create wealth,
we want to provide for our family,
we want to increase our income.
What's a better place than a building that has,
there's over 100 years of history,
where you have some of the most powerful,
wealthiest, influential entrepreneurs,
business people as members.
There's no place like this.
Is it an experience?
Yes?
I could have done it in a McDonald.
I could do the same speech,
but do we get here with a different impact?
Does that make sense?
So with what you do think of,
how can you create and craft and experience an environment
that before they even talk to you,
even they get in touch with you,
now they have a, it's a different experience for them.
It's a different experience for them.
People are willing to pay more for the connection
with the person of elevator status
and perceive celebrity right now.
People are willing to pay more for the connection
with the person of elevated status
and perceive celebrity.
Going back to, if they do business with you
and you have your competitor,
provide kind of the similar service,
similar to what you do, same price, same everything,
but if they perceive you as more influential,
they perceive you as more well-connected,
they would prefer to do business with you.
Does that make sense?
And notice, I said, perceived celebrity.
Perception is reality.
We beat off my perception, is?
Reality.
So Steve Jobs has been positioned
as the iconic celebrity in the Apple World,
in the computer world, in the tech world,
not just Steve Jobs, he's the CEO.
He's Steve Jobs.
You think of Bill Gates, it's Bill Gates' wealthy.
It's part of wealthier than Steve Jobs.
But look, look at what they have done.
Apple has created precision,
I think Steve Jobs' way better
in the Apple world than Bill Gates versus Microsoft.
How many followers I'm saying?
You see the difference?
Okay.
So Apple has a crazy experience
through their retail outlets.
Interesting story.
Apple actually got the idea,
at first, model their store after, get the gap.
The gap.
The CEO of the gap, I told you,
the Fifth Avenue story in New York,
how much they're doing.
So they actually, the gap,
the CEO of the gap, was involved
with the whole process of creating a store,
creating the Apple store.
And they want to make it simple,
make it clean, make it kind of high tech,
and you think about it, and funny,
because Apple people actually used to call themselves,
Gapel.
Because the store looks like the gap.
Gapel.
But the model, what works,
and the CEO of the gap, he was phenomenal,
and they were involved in the early process.
So that's an experience as well.
They do things on their own.
So number four,
Apple has very wisely taken on an overall look
at what the computer market is,
figure out what they really want to do with their computers
and build their platform around it.
This is critical.
So talking about predicting the needs, right?
Where the money is.
Where the cash is flowing.
You want to position yourself in front of that.
I have a quote coming up.
So Steve Jobs said,
you can't just ask customers what they want
and then try to give that to them.
By the time you get it built,
they'll want something new.
Now, of course,
Steve is referring to the tech world,
because things change how fast in tech world.
Hello?
Very fast, right?
Very, very fast.
But it's anticipating the needs.
You think of Apple,
when you buy again,
which I think one of the most brilliant things they've done,
it's iTunes.
Because they sell you the phone,
they make money on the front end.
How many of you buy apps, by the way,
APPs?
How many of you buy songs,
shows, all their own iTunes?
Interesting.
So you don't just spend the money on the iPhone,
but you spend a whole lot more money.
Yes?
It's funny.
I was playing this game.
I don't play a lot of games,
but somehow I don't have a stupid game.
Anyway.
It's called the Walking Dead.
Walking Dead.
Yeah.
You play it?
Hey, man, yes.
Awesome.
Okay.
So I told my wife Jenny,
hey, you know, it's a free game, right?
Free game.
Yeah.
Free game.
It's a free game.
I said, I'm not going to spend money.
Don't worry.
I teach marketing.
I get all that tricks.
Look exactly what they're trying to do.
Look at you.
Buy these coins.
And upgrade out.
I got seized about that shit.
I'm not going to spend a dime, right?
After playing a game,
I don't know a couple of days.
I just spend like 10 minutes a day on it,
something like that.
Well, in the bathroom,
because in case you don't know.
How many of you take an iPad to the bathroom,
be honest?
I do.
What?
Anyways, I'm playing a game.
And I hit a certain plateau.
So I was getting killed by these other,
you know, the enemies.
They're walking there.
They're zombies.
I'm like, shit.
Damn.
I need to buy some weapons and shit.
Right?
Do something about this thing.
And then, of course, I talked to Jenny.
No, no.
He's promised.
You're not going to buy.
You're not going to buy.
No.
I mean, I just need some gold coins,
a little bit of grain.
You're not going to be promised.
Ten bucks.
Like 10, whatever.
A little 10, 15 bucks.
That's it.
That's it.
Promise.
Promise.
Jenny is smart.
Because my iPhone, iTunes account,
is hooked up with her account.
Because if I buy something, she'll know.
Like, you get an email.
Oh, you just made his purchase, right?
Not a smart idea.
So I've spent a 15 bucks,
and I was, yeah, good.
You know, killing the zombies,
and upgrading, yeah.
You know, this is awesome.
Right?
After a few more days,
shit!
Couldn't get through the mix.
You know, the lick, the lick's level.
I'm like, hey, you know.
Oh, and then Jenny was like,
no, you're getting sucked into it.
You said you need...
Roncas?
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¡FREE!
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¡No!
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¡No!
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La primera vez es,
15 bucks,
15 bucks,
yo me pongo,
es una vez,
es una vez, ¿no?
Esa es una vez, ¿no?
Y yo me pongo,
en un día.
Así que,
mi mujer va a ir a mi,
ella va a ir a una vez.
Porque,
si me pongo su transacción
en tres semanas,
eso es tres veces, ¿no?
¿No?
Si a mí me pongo,
me pongo una vez.
Fíjate en singles,
el sal de la grandma.
Pero esta frase,
si es la bendiciónata,
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¿Qué quieres hacer?
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se llama命lo
팬ora
Vamos a preguntar la pregunta.
El iPhone 6S está llegando. ¿Cómo están?
¿Cómo están? ¿Cómo están? ¿Cómo están? ¿Cómo están?
¿Cómo están? ¿Cómo están? ¿Cómo están? ¿Cómo están?
Por favor, un hombre, un hombre, un hombre, pensando en todo esto.
OK, ahí está.
Así que, también, perdón mi foto, me parece que he visto esto.
Un poco antes de que el iPhone 6S no se le da.
No me lo necesito, pero es un poco más fácil.
El camera es un poco más grande la resolución. ¿Cómo están? ¿Cómo están? ¿Cómo están?
Y luego la nueva Apple TV está llegando. ¿Cómo están? ¿Cómo están?
Y el iPad Pro está llegando. ¿Cómo están? ¿Cómo están?
Entonces, Apple, solo te dice que es una cosa.
No, no, no, no, no.
Entonces, la locura es una. Go where the money is flowing and then just stand in front of it.
Simple statement. Go where the money is flowing and then just stand in front of it.
Not where you think it's going, not what you perceive and expect it's going.
What it is going is flowing right now and you can see people are spending money
and then just stand in front of it.
People are spending money on Amazon. Yes or no?
Yes.
People buy more digital products. Yes or no?
Are people buying online courses? Yes or no?
So, go where the money is.
Number five. Apple is absolutely shameless and relentless of our self-promotion.
AKAD promoted shit out of it.
So, they make cool shit, they sell cool shit,
they deliver holy shit experience, moment, and they promote the shit out of it.
A lot of what we do is think about it.
You are a personal brand.
You know what?
You are a personal brand.
We golless if you think you are one or not.
We golless.
Let me give you a quote.
Repeat after me.
Attention is the new currency.
Again, attention is the new currency.
Once more twice as long. Attention is the new currency.
Attention is the new currency.
Most companies fail because they are not getting enough attention because of security.
Not that their products are not good, not that their service are not good,
nobody knows who the fuck they are.
The market place is so much noise.
They don't even know.
They exist.
They don't even know.
Is there a lot of noise on the internet?
How many tweeters out there every day?
Think about it.
How on the Facebook post?
Because attention is the new currency.
You can grow your company if you are not getting attention.
Period.
If you are struggling to get customers, I call it almost guaranteed.
You are not getting enough attention in the marketplace.
You are not cutting through the clutter.
You are not breaking.
You are not standing out in this noise.
So how do you stand out?
In Japan, now they actually have this new form of bending machine.
Now, what is a bending machine?
If you want to go buy a bottle of coke, you go there and you put in what?
Put in what?
Some coins, right?
Some bucks?
Cool.
A iPhone?
Yes.
In Japan, they actually have this new form of bending machine.
You go there, you press a button.
They play, you stand there, and you play a commercial for 60 seconds, two minutes,
and then out pops a bottle of coke.
They don't want your money.
They want your attention.
Your attention is even more valuable than money.
Now, that says something.
That's pretty profound, if you think about it.
Not so good if you love coke and you just sit there all day.
It's not so good, but you get the idea, yes?
So they promote it.
So shameless, we let this self-promotion.
Donald Trump is a good example.
How many follow what Donald Trump's having in the presidential?
Yes.
Love the guy, hate the guy.
It doesn't matter.
It does not matter.
There's something to be learned from him.
Now, is Donald Trump famous?
Yes or no?
Is he well-known?
Yes.
Is he still promoting himself?
Yes.
More than ever.
What does that say?
People are also talking about...
When is the best time to do marketing?
When you don't need clients.
Not when you're desperate and you need clients.
Oh my God, I need them to make that sell.
Not when you don't need clients.
When you're busy than ever, you do more marketing.
Not when you're desperate.
That's not the time to do marketing.
Because you also don't have enough capital.
You don't have enough marketing capital to do so.
So Steve Jobs, you look...
I mean, he is, again, relentless, promoter, the speech,
every time the announcement, new product,
millions of people tuning to that.
Not just a great speaker.
So most companies go out of business because of a security.
So, visibility, what's the work?
It's more important than ability.
Visibility is more important than ability.
Now, am I saying that you can sell crappy stuff?
No, I'm saying sell good stuff.
Deliver exceptional service.
And standing in front of the money.
The money's flowing.
But I'm saying visibility is more important than ability.
I would consider that in local Vancouver, even on the internet,
I'm relatively well known.
Do I stop promoting my brand?
Just this year, I've done over, now, I think, 12...
11 books, something like that.
Just this year, in the last 12 months, I've done two more books.
In the next 12...
Six months, I'm going to publish two more books.
In August, while I was on vacation,
I launched my podcast shoulder of Titans.
In the next 12 months, you see that on my YouTube channel,
I'll probably...
Just going out there, uploading, producing three to five hundred videos
in the next 12 months.
And that's what I am doing.
Non-stop, domination, promotion, personal branding.
Because when you have that, good things come to you.
You don't have to change deals.
It's easier when deals come to you than you change deals.
Yes?
So my question to you is, then what should you be doing to promote your brand?
Your Facebook.
I'm talking to social media.
I'm talking to your blog.
I'm talking about all these things.
And that's not even my main business.
This is on top of running all the companies,
being a partner of the 20-plus companies.
This is the side thing.
And I do more than probably a lot of the entrepreneurs.
Because I know, by pushing that, you've got to cut through the clutter.
You've got to stand out.
By standing out, there are bigger opportunities.
They're more lucrative opportunities.
And you can impact a lot more people.
Does that make sense?
So here's what you need.
You need what I call a PMP, personal media platform.
Write this down.
Personal media platform.
So what is a personal media platform?
I'm talking about your blog.
How many of a blog right now?
Yes.
How often you update your blog?
One's what?
One's what?
One's a day good?
How often you update your blog?
How many of you have not updated your blog in a month?
Okay.
So, personal, so your blog, your Facebook, your Twitter, YouTube, iTunes, podcast,
where is your platform?
Now, what is a platform?
A platform is nothing more than a thing, a community, something that you do.
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Sebbaon debe usarse con una dieta baja en calorías y más actividad física.
La inyección de Sebbaon está aprobada en inyección de 2.5, 5, 7.5, 10, 12.5 o 15 miligramos.
Sebbaon contiene tirse patida y no debe utilizarse con otros productos que contengan tirse patida
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Se desconoce si Sebbaon es seguro y eficaz en niños.
No compartas agujas ni plumas ni reutilizas las agujas.
No uses Sebbaon si eres alérgico a este o si tu o un familiar han tenido cáncer medular de tiroides o síndrome de neoplace
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Suspende Sebbaon y llama al médico si tienes problemas estomacales severos o una reacción alérgica severa.
Serios efectos secundarios podrían incluir pancreas inflamado o problemas de vesícula.
Informale al médico sobre cambios de visión, de impresión o pensamientos suicidas, antes de procedimientos con anestesia programados.
Si estás lactando embarazada, planeas estarlo o estás tomando pastillas danti conceptivas.
Usarse Sebbaon con sulfoniluria o insulina puede causar niveles bajos de azúcar en la sangre.
Efectos secundarios incluyen nausea, diarrea y bómitalo que puede causar desidratación y emperar problemas renales.
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Llamal 185455979.
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Antes de treating, el doctor debería chequear para infección y tuberculosis.
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No, 1,200 subscribers.
Es pathetic.
1,200 subscribers.
Let's have this conversation again.
A year later, let's see how many subscribers I have.
And what did I say?
Did I say, oh, I'm going to do like, I don't know, one video every two months and six videos, maybe 10 videos, I don't know.
A year. Did I say that?
I said three to 500 fucking videos in the next 12 months.
That's the attitude.
That's what it takes.
No, no, no, I do positive.
No, that's what it takes.
Because your competitor is doing 10, he's doing 20.
I don't want to win my competitor by a little bit.
You do 20, I do 200.
You do 100, I do 1000.
Because I built more and more the bigger my personal media platform.
Easy, it is to make money.
Does that make sense?
So, take a moment.
Take two minutes.
Yes, take a minute.
What if you're smaller business?
Yes, what if you're smaller business?
Tell me.
A year away.
Not like that before stuff.
Yes.
Which you've done to a degree, right?
Notes and stuff.
But what if you're small business?
Tell me.
Look bigger.
Look bigger, okay?
Partnership.
What do you mean by that?
Yes.
Yes.
Good.
Good.
So, if you don't have a platform, is it a good idea to get another people's platform?
Hello?
Yeah, the poor people.
So, what I'm doing now, I'm on just this week, I've been on two other podcasts being
interview, because I launched my podcast.
So, if I want to grow my podcast, most of the best way, I go on other people who has a
podcast, who has a following.
And then I talk about my podcast, I talk about vision, I talk about what my podcast is about.
And I go there, and people, a percentage of, oh, I like dense message, I will go subscribe
to his podcast too.
So, I'm leveraging other people's platform.
Does that make sense?
Yeah, so that's perfectly fine.
How often do you do that?
As much as possible.
When do you start promoting your personal brand?
I just always look at Trump.
There's actually a book about Trump.
A lot of people have read The Out of the Deal.
There's actually an other book that I like a lot, not very popular, called No Such Thing As Overexposure.
It's a book written by him, but it's by a reporter, followed him for a couple years.
And he was just talking about the whole premise of the book.
It's basically Trump.
It's a relentless, shameless, non-stop, self-promotion machine.
That's basically what the book is about.
That's what the book is about.
So, personal media platform.
So, for small business, I believe there are five keys.
How many keys?
No, that's right, three keys.
How many keys?
Three keys.
Three keys.
Okay, first you want to be somebody.
You want to be what?
Be somebody.
And then you want to do something.
And then you want to be somewhere.
Be somebody.
Do something.
Be somewhere.
How do you be somebody?
For example, you have a blog.
You have a PhD as an expert.
If you have a book.
If you are providing educational videos, you're somebody.
If you're a podcast, you're a platform, you're somebody.
If you're a speaker, you're somebody.
Do something.
Means taking that, yes.
I would say that they are a lot.
You have two or three.
A little bit.
You've heard it.
Right.
Let's say you have a business.
You've got a lot of education.
You've got something.
It's up to you.
It's up to you.
Awesome question.
What are the two businesses?
Life coaching.
Life coaching.
Life coaching.
So, life coaching.
And website design.
Okay.
So, in this case, you think, are they...
You're doing both, I assume.
So, your life coach, as well, you're a web designer.
Okay.
Which business does better?
I'm curious.
Which does...
Yeah, brings it more.
Hmm?
Web designer.
Okay.
Think of what I just said.
You are not...
Yeah, you're not what you do.
You're not your business.
So, look, if you think me as an example,
it's my brand, but all the companies under the umbrella
of the personal brand.
So,
I do e-commerce.
I do digital marketing.
I have a financial planning business in New Zealand.
I do events.
I do publishing.
I do membership site.
I have niche membership site.
And we have e-books.
And we have...
So, I'm all these things, all these different businesses.
But, because my personal brand is strong enough
that I could use that to promote all these companies.
Yes.
So, do you sell something to someone like this?
Like, if you're thinking about it,
do you say it's who I am?
Is it what I...
No, no, no.
This is the action steps.
So, after this talk, well,
now what...
How do I apply this?
What I say is, you want to be somebody.
You...
By being somebody, the easiest way to add value to the marketplace,
by giving...
They say, in the UK,
notes, right?
By giving...
By educating the marketplace before selling anything else,
that precision is somebody.
And then do something about taking action every day.
Every day, if you used to 10 minutes a day,
promoting a business,
moving a business forward,
reaching out,
tweeting, Facebook,
something every day,
every day, single day,
that's doing something.
To keep pulling.
And then be somewhere.
I'm talking about this.
Don't stay at home.
Go meet somebody.
Go to these things.
Say, you don't know who you're going to meet.
You just don't know who you're going to meet.
Just like Craig, example, Matt Jeffrey.
Who would have known
they're doing this massive project together
and making this,
but if Jeffrey, or Craig,
that day was like,
you know what,
don't feel like yet,
want to stay home.
He would have missed the opportunity.
So I never, almost,
I never turned to any of the places.
I could be a speaker.
I could give back.
I could be on podcasts.
Most of the time,
unless it's so small.
But most of the time,
I said, yeah, I'll do it.
Because I want to always do something and be somewhere.
Because I don't know where that is going to lead to.
I cannot predict where that's going to lead to.
I call that unprotectable miracle.
You don't know.
But I know by putting myself out there,
just keep promoting myself,
branding,
do something, be somewhere.
Something will show up.
Does that make sense?
And in this case,
in my case,
a problem is too many things show up.
So I have to be selective of what I pursue.
But it's the same idea.
Make sense?
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