 There are three ways of being in business that I've noticed over the, you know, 13 years that I've been teaching business and seeing people, you know, try to grow a business or how they operate. So the first way is what I'm just going to call conventional or fixed mindset. If you, by the way, I'm still coming up with terms for these three different ways. So I'm those of you who are wordsmith or like playing with words you can comment below when you as you listen to these and come up with words for me. Thank you. So this fixed or conventional way is kind of borrowing from the mindset book by Carol Dweck, where she talks about fixed mindset, which is this, this very sneaky. And all of us have it to some degree, very sneaky way of operating with thinking where it's like you are afraid to be, you're afraid to fail. You're afraid to fail or because your results, you've tied your results to your identity. We're very early on, because we have grades and awards and people are highlighted in class and or people tell you, oh, you're you know, you're the best maybe you have strict parenting or something like that. I don't know how it comes but basically, I am the best, and I cannot show myself to be anything less than that or I have a certain standard. And, you know, it's like, I don't want to experiment, because, you know, the first thing I do something it's got to look good, especially look good to other people, but also look good to myself. And so how that happens in business, how that gets applied to business is people kind of start off and they have to have perfect branding perfect copywriting perfect design perfect funnel sales funnel. Or they have this fantasy that that's possible. It's like, okay, I'm going to start a business now. So I'm going to pay the $10,000 to various consultants to help me create the ideal looking really good looking website copy sales process funnel marketing, you know, design everything. And so what happens is these this mindset falls for the various ads that were presented. Oh, you just have to do this to get a bunch of clients. Part of what I'm going to call this is the means to an end way of being a business of marketing, really, which is, I just have to like do certain things set up certain systems. I do it number one. And for me to just convince people to work with me. And if those certain funnels are set up the systems automation and excellent copywriting and design is set up. Then it just kind of like ATM machine right like it just kind of like you put it out there and then clients find me and then I can do the meaningful work, because I'm not here to do marketing. I'm not here to do the meaningful work with clients. Have you ever told yourself that like that's, that's I got trained to do this coaching work or this facilitation work or that's really what I want to do the marketing stuff let someone else take care of it. Fixed mindset. Let someone else take care of it. Right. That's their job. Right. I'm going to learn to do it myself that's ridiculous. And of course you end up paying thousands or tens of thousands. Oftentimes, and then it doesn't work. That's the sad part. You pay all this money and spend all this time and most the time it doesn't work. Why? Because why doesn't it work. Let me explain this. It's kind of strange to me too. I have to like, I'm still working out why it doesn't work, but there's a couple of reasons why. One, it's not really authentic to you, because probably the consultants are giving you the words and the way of thinking about your business and the way of niching or whatever design everything's not really authentic to you so you don't really you feel like an imposter. This is where imposter syndrome comes in. Like you feel like an imposter, because it looks so good on this on the outside and you're doubtful whether or not your ground you have grounded experience to really meet that identity. Again, fixed mindset stuff right like you set up this amazing identity. And then you're kind of fearful and your pricing and everything's kind of feels a little off feels doesn't feel really grounded. That's, that's the, you know, that's the one way of being in business that a lot of people kind of fall into they don't know any better. Okay, and then on the other opposite end of the spectrum is one of the spectrum and this is this spectrum stuff this is not like today I decided not to be that no we all have this. I myself too. Like how far are you on this side of fixed mindset and perfect branding and perfect language and everything has to be perfect. Before you, or everything set up for you funnels so that you start to feel like an imposter or start to feel artificial or something something's not doesn't feel right doesn't feel heartfelt, heart based, the way you market yourself. It's on, it's on the one side here. And on the other opposite side is like, give up on everything. I'm not going to. I'm just going to pray for clients. I'm going to wait for clients to come to me, but it should be right word of mouth that's really how the most noble way of marketing is just to not market yourself and just you do good work. I'm supposed to just do good work and people are supposed to talk about me and I get all the clients I want. It's just or or or having been burned from this other side, and just like exhaustion burnout and it's like no marketing at all. Right. Or you don't think you have the budget so you just do no marketing you don't know how to do it and everything looks so fake and artificial and pumped hyped up and you just want to you want to be in that world so you just do none of it. That's the other end of the spectrum. I think most of us are somewhere in between, but some people you know are like that they just like, Okay, 15 years later, I don't barely have any clients because I don't do any marketing. And I thought word of mouth is the way I heard that word of mouth is the way most people get clients. That's a common misconception by the way. Word of mouth is the baseline for how all of us get clients for sure. But word of mouth doesn't happen on its own until you do stuff. And then word of mouth starts. Okay, it's like it's not. So these these two ends of the spectrum right. Yeah, Erica, we have a good point here or attachment trauma so visibility is tripping yeah so so many great comments in here which you can find below the video that some of you are willing to repost it later. Thank you for that. So, what is the middle way. And the way that I'm always trying to teach and trying to model is I'll call it organic sustainable growth mindset. Instead of instantly impressive, which is again on the fixed mindset part you're supposed to like website branding copy design funnel ads content offers everything instant I want to instantly like like you fall into that mindset. And if you're a little bit wider you go I just want instantly impressed the right people, the people who are less wise and one instantly impress everyone they just haven't defined who their right people are. So the wiser you are the more instantly impressed the right people but even instantly impress. I don't want to do, because it's too much work, and it's too artificial and it's too. I can recognize my spirit says that's fixed mindset stuff. I'm not instantly impressed. In fact, I don't want to impress anybody. In fact, I'm not even going to try to look attractive. I mean look at me right look at my background. Right, I mean this is somewhat calming that's the point I'm going for but my stuff is I make mistakes all the time. And I forgive myself all the time and I don't care about my stakes anymore. This is where I want to say mark marketing enlightenment or something like that like, like, like spiritual enlightenment right is where somebody basically doesn't give a fuck anymore about the things that we ought not to get fucks about. Like, marketing enlightenment is like that I don't give a fuck anymore what people think of me. What I what I care more about is consistent. So consistency is another word for this middle way. I care about growth, my personal growth. I care about service to humanity, and I care about consistently showing up for that. That's all I care about. My marketing is about that too. That's my marketing is just about consistently showing up to practice. Even the spiritually enlightened people, they don't have to practice anymore, probably not. I know I don't I'm not spiritually enlightened so I don't know. But like, I imagine the most spiritually enlightened people still show up for practice, I believe show up for prayer show up for meditation show up for yoga show up for service, right, as a practice, even though sometimes they not not feel like it. I think that's, again, I don't know idea you can tell me if you're enlightened please chop it chop below and tell us, or if you know someone who's enlightened please chop below do they still show up for practice of personal growth and service. I think they probably do. So that's the middle way. And that's, I don't give a fuck about my branding and and copywriting and design, I really don't, because it shows up automatically over the years. It, it becomes automatically better. I mean, that's, so I'm going to give you in the next lesson, I'll give you a formula for how that happens. It becomes automatically better is where we can start setting targets. So, so the middle way is the growth mindset, which is the idea of intentionally practicing consistently, knowing that you're, instead of the fixed mindset saying I have to look this good I have to copy that person I have to copy this image within myself project this image of, and that to be like that. Okay, success vision or whatever. That says, I don't know what my potential is my potential is unknown, because it's unlimited actually. I'm not going to fix myself on a particular potential, because it's unlimited. All I know is if I show up to practice, I probably get better over time that's all I know. That's all I know. If I show up consistently to practice whether it's writing, making videos, doing copywriting design, working on my branding. I'm not saying it's bad to work on branding. No, I'm saying that it's illusory to expect a perfect branding at the start. But what I am saying is your branding gets better over time with practice with showing up and doing the work. Right. So, so that's what I am trying to model. And what happens is here's the here's a brilliant thing about this map this model. As you walk this path. You naturally draw to you. Others who resonate with your light. And with your warmth. You know why, because you are becoming brighter, not artificially brighter, but grounded and genuinely brighter. And really the secret of business is very simple. You just have to be so damn good that they can't ignore you anymore. It's really the pathway that's the overall pathway it's like you either have to look so damn good they can't ignore you which is brand which is like fixed mindset, possibly right it's not grounded it's fixed mindset imposter syndrome stuff. And then people like crumble and crash and they can't be sustainable like me year after year after year after year after year. I recently told a story of one of my mentors from 2009 when I first started my business looked up to her Andrea J. Lee. By the way, and already she was a luminary already 2009 when I started my business over the years I'm grateful to have gotten to know her a bit. And she just told me recently George one of the reasons I stopped doing business coaching and business programs is because of you. I now refer a bunch of people to you, because I don't have to do it anymore I mean she's doing leadership stuff, but she also said, you show up year after year after year. And the, the sort of the subtext was that so many others we know have quit have not shown up year after year after year because it's been like, so this is the problem with fixed mindset is like looks amazing. And then you crash, try to look amazing again and you crash and yeah you might, if you stay with it you might grow over time on average, but it's very stressful. It's like highs and lows, highs and lows, it's very taxing on one system. Whereas the growth mindset stuff. It's just a little bit of tax every day. Yeah, you have to show up and there's a bit of tax to that is that but but but what happens is it's not dramatically so that you like kill yourself right you kill your health and your, your willpower. But you, you, when you tax yourself a little bit every day, you're growing the muscle a little bit more every day and you're growing your light, a little bit more month by month year by year. So that's why I'm still here I'm still very joyfully productively working where a lot of my peers that I started with in 2009. They're now working corporate they're no longer around they couldn't sustain this. Right. Fixed mindset stuff. So middle way is more like this. Very, very, very sustainable very gradual, but that's the problem it's gradual. So you're going to see the ads saying, I make $30 million last year and help you also to make millions and it's, that's like, you know, because they don't tell you that it's like this. It's very dramatic you're going to have crashes and, you know, whereas for me it's gradual. So that's the, that's the problem of following my path is that you have to be you have to practice patience that's one of the practices. You have to practice patience. Not that you can't make money soon you might you might, but it's all ground it's all very grounded. And the pricing you charge and the offers you promise are all so grounded that you have no, you have no doubt virtually that you can deliver well, deliver value, and you do. Over time you deliver more and more value. So, so this is the, the middle way that I'm trying to teach and I just look at myself and that's basically what I've been doing because I started off 2009 to 2013 with this. And then I crashed 2012 2013 I crashed every started everything 2014 and now it's been like this. And it's been like, it's been amazing since 2014. It's like, Oh my gosh, this is sustainable this is actually, I can do this for the next 40 years and be happy doing it. I'm getting stronger by the month. My muscles are getting stronger my creativity muscles my launch muscles my net carrying muscles all the stuff that I talk about. It's getting more joy my joy for productivity muscles are getting stronger and that's what I wish for you it's like really what we need is at the end of the day is not a funnel, an amazing funnel system. That's not what we actually need at the end of the day is to be better. It's really it like you have to just be so damn good at your skill your clear mastery of your craft like you have to be so good at what you do. And at the content you produce your creativity in other words, and at your organizational skills your job for productivity like if you got good at those things. You could sustain this for for life for 100 years, however long you live. It's not not rather than promise of let's make a millions of dollars and then retire doesn't work that way. I mean, everyone's tried. Right. And it doesn't it just makes you want to quit. Right. Okay, so in the next lesson we'll talk about the formula of how to actually apply this. So, let's get going.