Purple Cows and the Woman Who Rubs Lotion on Tom Hanks’ Chest on the Love Boat (And the Woman from Top Gun)

Audio Transcription

Is that Mr. Rogers, Mr. Rogers. But, but somebody who’s rubbing notion over his chest. Well that my friend is bizarre. You got over there on Yoda. I don’t mean top of the Hill. Oh yeah.

Appears to be. It appears as though Tom X has left the lotion lady to pursue the purple cow openly here.

Well, I’ll tell you a water that counters. Hey rod, have you ever seen a coward? I heard before the seed from the movie top gun narrow. Daryl, I understand you’ve just seen a purple cow. Here’s like the first time I zip my junk of him. My zipper. I still get flashbacks.

No how, what you’re saying right now has in your relationship to what I’m talking about, but I’m telling you and to move a top gun, there’s a scene where gruesome African woke up into the bar and a lady in a way dress she has [inaudible]

barrel. I want you to put this down in her journal. Okay, here we go. Tonight or not, we should lose ya. Purple cow. You just gushed her. The opening scene to Varsha and the top tone, which show some lady rubbing lotion over. Tom Hanks bought it.

Get ready to enter the thrive time show from the bottom on the bottom,

bottom. Now we’re on the top. Top knew the systems to keep what we got. Cutting Dixon’s on the hooks, opportune. The books hold, sees Brigitte’s of wisdom and the color. Look as the father of five. That’s what I’m a dive. So if you see my weapon kids, please tell them hi. It’s a seat and Z upon your great D O and now three, two, one. Here we go.

Yes, yes,

yes and yes. Thrive nation. On today’s show we are joined by none other than my brother from another mother and we might even have the same mother who knows my, my twin biological brother Jason Beasley. How are you sir? I’m doing great. How are you? Well, we’re going to be talking today about purple cows and therefore I am doing very, very well. I’m very excited about to talk about purple cows. Um, but before we get into purple cows, today’s show is called purple cows and rubbing the lotion on Tom Hanks chest. Ooh. Uh, could you please explain to listeners out there what is, what is a purple cow? Well, a purple cow is your unique way of standing out. It’s how you brand yourself to differentiate yourself from everybody else. And what happens if you’re a business owner out there and you are a Brown cow? Because if you think about it, visualize this for a second.

Everybody out there in the clutter of commerce is competing for your dollars. Everybody’s trying to get your attention to, to see. You’ll see. You’ll buy something from them, right? And the world of marketing, there’s signage everywhere. There’s ads everywhere. There’s billboards everywhere. What happens if you do not stand out and you are a Brown cow? Well, you don’t grow. You don’t, you don’t have repeat business. You don’t have any scalable material. You’re just there. Okay? So, uh, think about one of your clients for a second that has created an offer, a, a, an offer for first time customers that is so good and so hot. A no brainer deal. It is so hot and so good. Maybe it has ended up itself become a purple cow. Ooh. Um, multi clean. We’ll do half off your first month of full commercial cleaning. Okay. So explain to the listeners what is multi-client, who are these people?

What are you, what, what are you talking about? So they are a commercial cleaning slash janitorial service. So they’ll come through and completely optimize your business and they do. So just depending on how, how however regularly you need it. But I mean a month of commercial cleaning can cost an office a lot. So they just go in and say, Hey, we’ll take your typical rate and we’ll just slice it in half just to see if you like us. Okay. So what I have found is that business owners are afraid to implement the purple cow. Do you agree with this 100% why? Well, one of the main things I get is will this cheap and my brand or can I afford to do this deal? Okay, well what about can this, can you afford not to stand out? Right, right. I mean? And what happens when you go into bankruptcy?

I mean, have you ever worked with a client before? We started helping them, that they were not doing well financially. Yeah. And did you bring up the purple cow? Yeah. And that was part of the reason why they weren’t doing well was they, they, they use the excuse of, well, in my industry you do it this way. Well that’s why in your industry, everybody’s making the same amount of money and is more than likely going bankrupt next year. Okay. So on today’s show, we’re going to talk about the keys to standing out and gaining the attention of your ideal and likely buyers. Oh, Jason, who are the ideal and likely buyers? What does that mean? Ideal and likely buyers. So those are the people who best fit the product or service that you’re selling. They’re the people you want to sell to that are gonna make you money.

So the keys to standing out of getting the attention of your ideal and likely buyers in the crowded world of commerce. Talk to me about this for a second. Was there somebody in high school that everybody knew and your homeschool? Yeah. Who my brother was because he still, he, which hopefully you’ll meet him sometime when he’s here over the next couple of days. But uh, actually you met him at my wedding. He’s just, he boasts in a way that most people don’t. He is a walking purple cow. He is loud. But you’ll want to get to know him. He just, he, he, he presents himself in a way that nobody else did. And that’s why he stood out that in his hair like down to his butt. But everybody knew who he was. Yeah, because of the hair. Right? Uh, okay. So think about this for a second. In your business right now, I want everybody right now.

Step number one, I want you to define who your ideal, define who your ideal and likely buyers are defined who they are. So let’s pick on, Oh, let’s go to multi clean real quick. A great, a great client of yours. A multi clean is based where they are based out of Tulsa and they just opened up in Oklahoma city. And who in your mind is their ideal and likely buyer, um, business offices as well. Medical offices. And by the way, their website I believe is multi clean one multi clean. Okay. Multi, multi clean. Okay. Dot com multi clean. Okay. Dot com. Yes sir. And again, who are their ideal and likely buyers? So they’re going to be, um, like your standard business offices or a medical office. Um, anything that would need like overnight cleaning. Okay. So you’re, the example we’re going is multi clean.

Okay. Dot com. And again, their ideal and likely buyers are again businesses. So basically any business that has an office who are there, who are not their ideal and likely buyers of residential is not a good fit for them. So just like your typical like, Hey, I need somebody to come over and clean my house, that’s not their ideal and likely buyer, um, football fields probably wouldn’t be. Let’s go back to the purple cow idea for a second. So if you were to, uh, Jason, you spent a lot of time driving in the country. I sometimes, yeah, I drive back and forth to Dallas to see my wife’s mom. I’m your mother in law, I guess I should say. And so think about as a culture right now, if you were to drive by all the listeners out there were to drive by a field filled with cows, right?

Um, and one was painted purple. Do you think anybody, if you’re driving down the highway and you saw a purple cow that you would pull over, is it that, I mean, do you, if you were driving and your wife are driving down the road, one is painted purple and you didn’t know this concept before, would you pull over you think, Oh, 100%. That happened to us the last time we were on our way back. There’s just a bunch of Brown and black cows and you’re like, okay, those are cool. And then one almost looked like it had Dalmatian print. So it made me do a double take. I’m like, huh, he’s different. So it makes you stand out, right? So I want to encourage the listeners out there. We got to figure out what’s our purple cow. Now let’s give credit where credit is due.

Everybody. Step number two, buy the book. Buy the book purple cow by Seth Godin. How often do you see me at conferences talking about purple cow by Seth Godin. And by the way, Seth Godin is a thrive time show guest. He started a company called Yoyodyne. It’s yo yo, Y, O, Y, O, D, Y, N, E, which he sold to Yahoo. And since then he’s become a bestselling author. He’s done very, very well as a speaker. Uh, how often do we reference Seth Godin’s book, the purple cow? I have been to every conference since December. And you have never not once mentioned it. Why? Because it’s important people. It’s important to business owners because it’s not taught to them. Okay, so again, step number one, define who your ideal and likely buyers are. Step two, buy the book purple cow by Seth code. Now step three, I want everybody right now, I want everybody to do a Google search for rubbing lotion on Tom Hanks chest.

So let’s it, let’s do a Google search for woman. And let’s see, and, and the woman, the woman rubs and the woman rubs lotion. I say do a Google search right now for PR, for the woman that I’m going to make sure we get this right here. For the woman who rubs lotion on Hanks chest. Uh, the woman who rubs lotion on Tom Hanks chest. Why is this important, Jason, for everyone to look this up? Well, if I’m not mistaken, that is your mother-in-law. Yes, but I went to college oral Roberts university, right? And somehow through conversation, people discovered that my mother in law was on the love boat. Do you remember the show? The love boat was before your time, wasn’t it? I remember my babysitter used to watch it a lot, but I never really tuned in. Well, this is the theme song to love, but by the way, it was, I’m playing this, I want everybody to

Google search says, here we go do a Google search right now. Search it up. Here we go. For the woman who rubs lotion on Tom Hanks chest on the love boat. Okay, here’s the, here’s the theme song. We’ll get up right now. The woman who rubs lotion on Tom Hanks chest. Oh, love boat. And click on Google images. No, here we go. Come on now. Here we go. Exciting and new. Come on. Thrivers. Here we go. Come on board. Yes. Oh yeah. Oh yeah. Oh yeah. Come on now. Let it flow. Let it flow. It floats back. Google search at the woman who rubbed lotion on tonics chest. Yes. Oh yeah. Oh no. Run. Come on out everyone. Come on. Sit along. Yes. Yes. All the white people sing along now. All the black people, all the agents and all the Sopranos. Sopranos on a friendly show. All tenders, all the tenders, tenders come on tenders.

God, I’m so good. Oh, it’s gets me going. I just want to watch TV themes all day now. I mean, is there a podcast out there that does this way? Listen to TV themes all the time. There has to be, Oh my gosh, it’s so good. Okay. So again, Google search, the woman who rubs lotion on Tom Hanks chest on the love boat because I was going to oral Roberts university and the guys are like, dude, was your mother-in-law on the love boat? And did she rub lotion on Tom Hanks, uh, chest? And I said, Oh yeah. And said, what am I, one of my, uh, you know, roommate guys, he’s like, well, here’s the deal. Um, if her marriage ever doesn’t work out, Oh no, let her know I am available. And I’m like, then, and then the guy kept going, no, no, no, seriously, I don’t want that to happen.

I mean, you’re, you’re, you’re, you know, you’re, you’re father-in-law and your mother-in-law been married a long time. But if, if they ever get to a spot where they’re there, she needs to be consoled, you know? And then as I got closer to my wedding, like there’s like four or five guys that would say a lot of moms struggle to watch their, their child get married and they might need a shoulder to, to cling to, you know, if these guys are dirty. No, they kept doing that. And they would not stop. Well then what made it crazy is when you Google search, um, I’ll put a link to it here, but they found out that she was also in the opening scene of the bar scene for top gun. Oh yeah. So I’m gonna cue up this audio is when a goose and Maverick walk into the bar. That’s her talking. That’s her. That’s your line right there. We cued up here. This is here it is walking into the bar. She’s got a red dress on. I’ll put a link to it on the show notes.

[inaudible]

Oh, that’s her line right there. That Hossam. And what happens is the guys in my dorms discover this, the scene, and they keep saying that, hi. I’m like stop it and write. No, seriously, we want you to know last night we watched top gun and I’m like, stop it. And they go, but we only watched one part of it over and over and over. And we want you to know that if that wedding gets closer and you, and you know she needs a backup plan and I’m like, stop it. But this, this became a thing. It was like a this, it would not stop. Right, but I became known on campuses. I’m dating the girl whose mom is in top gun and she put lotion on Tom Hanks chest. Now that’s a purple cow. People remember that. Everybody remembered that in Jason. Why do people remember it?

Why? Because it stands out. It’s different. It has a wow factor to it. So it offers an exp. It offers more than just a basic, but if you fear rejection, what’s going to happen? You’re going to go with the normal and the blend. So anybody who has like a crazy outlandish idea is like, Oh man, this would be really cool, but somebody might not like it. Then they don’t. Then they stay in visible. I’m going to put a link here to my 1989 hand painted Ford escort. Have you seen this? I think is awesome. Have you seen this thing? I’ve seen it in the book. Look at this, right? Is there this? That thing’s hot. I love the, I love the hot Kung Pao on the side. Yeah. I got in a car accident before I go ahead. So I want to make sure it stood out.

But when you hand paint a 1989 Ford escort, I put in a link to it right now on the show notes. What happens? People see that and they go, huh? It’s like the guy. Have you seen the guy who built the a, the UFO motorcycle here in Tulsa? No. So it’s, I don’t know how street legal it is. It’s got blinkers and everything, but it like kind of moves back and forth when the wind hits it. So it’s a really light material. But he took just your standard run of the mill motorcycle and made a UFO out of it and he just drives it down like 31st really? Yeah. That’s impressive. I have not seen that. So let’s talk about this for a second though. Once you began to implement a purple cow again, why don’t people do it? I mean, we all know we need to do it, but why?

Why don’t people do it, Jason? What is, what is the real reason at the end of day why people don’t do it? The real reason that I have seen in majority is because they’re scared of what? Of rejection. What kind of rejection can we possibly get by hand painting a Ford escort when you’re going to a college criticism in a certain way, it’s like, Oh, that wasn’t professionally done or if you know why it wasn’t professionally done. Jason, do you know why I didn’t professionally paint my Ford escort? Uh, I would guess because it was more efficient for you to do it yourself, but, and, and I had no money. Right? I had to do it myself. I had no other way to do it. I had no way to do it. And a lot of our listeners, you have no other way to do it. And I see people that have no money out there auto wrapping their vehicle.

Oh no. Why is it auto wrapping your vehicle a bad thing to do when you have no money? It’s extremely expensive. Like it is not as cheap as people think it is. So it costs a lot of money. And what are we doing? We’re buying things we don’t need to impress people. We don’t know. Think about that. What are we doing? Why are we buying things we don’t need to impress people. We don’t know. Jason, please explain to me the cultural phenomenon of why we buy things. We don’t need to impress people. We don’t know. It’s like a, it’s like, it’s like bravado. It’s making the company appear bigger than it is before it’s actually there, which some people would say, Oh cool. You know, you look like an established company because you have bought a super expensive Ford Raptor and wrapped it in a $7,000 vehicle wrap.

However, now your books are completely at zero and you may not even have enough money to do the job necessary. Do you see this a lot at conferences? If you met people that have done this, who’ve told us, Hey, you know, kind of running low on cash right now, have you ever seen this? Oh yeah, yeah. I’ll have people say, Hey, I want to do a vehicle wrap. And I’ll say, Hey, how about we just tweak that no brainer, that purple cow first make the money and then once you have expendable income, do it. They’re like, no, no, no, no, no, no. All the big guys are doing this. So I’m going to read to you some excerpts from the book purple cow. But everybody needs to go buy that book. You got to go by the book. You gotta. You gotta get the book.

Go on Amazon right now. Come on, buy the book. I’ve got carpal tunnel. I can’t get there. My stubs are just, it’s like a joint pain. I guess I got to kind of a, I don’t know. I got arthritis almost, man. It’s, for some reason I might use my thumbs to use Facebook. It doesn’t hurt at all. Or when I go to use my thumbs to hand money to people at the gas station to buy crap, I don’t need, it doesn’t hurt them at all. But it does hurt when I try to buy books that would help me. I’ve got that. Doctor, could you talk to me? What do I do? So I’m gonna read you a notable quotables, um, uh, first off from Aristotle. And I’d like for you to break down what it means to you, what it means to the listeners out there.

Okay. Aristotle once said, there is only one way to avoid criticism. Do nothing, say nothing and be nothing. Oh, Aristotle, what does that mean? Well, no matter what you do or saying or who you are as a person or business, somebody’s going to criticize you because you are different. And a lot of people fear that criticism. So the only way that you can really go through your entire life without ever being criticized is to never leave your house. Never say a word. Never have an opinion. Never have an idea. Never be successful. Right? Uh, did you see a Kanye West rapid in prison? Did you hear about this? No. Um, he is now going to prisons and taking his, um, you know, he’s taking his, uh, show, uh, his, uh, uh, Sunday service. Oh yeah. Two prisons. Wow. Like the choir and everything. Yeah. Let me cue up the audio. This is at the Harris County jail. Let me, let me hit play here and he’s getting some criticism. Let me hit play here. I mean, get up

[inaudible]

[inaudible]

[inaudible] [inaudible] [inaudible] [inaudible] [inaudible]

you know, I’m, I’m, I’m a lifelong law enforcement officer. I started going serve my community here in my hometown, but, but we need to be, we need to be firm with crime. We want our community say everybody does, but we don’t have to lose our humanity.

So think about this. What kind of criticism will Kanye face for getting up there and going to, uh, you know, prisons to, uh, perform a gospel album. What kind of criticism do you think he’s getting? Everybody’s going to go with the generic, Oh, he’s just doing this. It’s a bandwagon thing. He’s trying to extend it to another market by pandering or, Oh, he’s doing random acts of kindness because he has the whole like, Oh, this the savior complex. If I do something that seems bigger than myself, it actually gets me attention. Which is what I like. Connie is first stop and Houston is going to be at that jail. He went to the Houston jail. I’m gonna keep the audio. Another excerpt from a Kanye West performing in jail.

He’s walking in right now. Prisoners. [inaudible]

[inaudible]

but again, he’s

doing something that is going to cause criticism. [inaudible] have you seen a Sunday service by the way? Um, I’ve seen bits and pieces of what they are like allowed to show. Yeah, let me show it to you. He’s putting now the full streaming so you can watch it. This is the Sunday service experience and he’s renting out the forum in LA. Okay. In Los Angeles, like massive arena. And this is the November 3rd, um, of Kanye. This is November 3rd, uh, Sunday service. It’s about two hours long. Let me just play some excerpts from it. Oh, does somebody, I need prayer

criticizing him for performing songs from his album at a church service. Let me play a few more.

[inaudible] somebody pray to his daughter, pray for me. [inaudible] wait one more extra. You [inaudible] he’s

selling that thing out all the time. And some of you say, look, he’s doing it, uh, to get the money from the Christian base. That’s what he’s doing. He’s pandering to the Christian base and he’s trying to get money and it’s a money grab for him and he’s making himself rich as a result of it. Some people think they don’t, they don’t believe that he could have possibly uh, changed. Um, but at the end of the day, people are talking about, Oh yeah. Am I my favorite question or is asked cause I’m a, I will always be like a, uh, a Yeezy apologist cause I love him. I, I’ve, it’s sure he’s gone through some crazy stuff and he’s a great musician and has a great writing structure. But my favorite thing, anytime he does something that people freak out about it is why aren’t you doing that? Cause you’re complaining about his success is what you’re doing.

But why didn’t you just do that if you haven’t, if you have some sort of product or whatever that you can market to the same, uh, you know, Christian base or whoever it is, he just did it first and your math. Now, if you look up the Bible, which I encourage everybody out there who’s maybe a claims to be a Christian, if you look at the apostles that followed Christ, these people were like, kind of like the characters from a Armageddon, you know the movie where they go, uh, yeah, it’s the soundtrack is Aerosmith. Cause I don’t want to miss a thing. You know that, that, that movie, it’s such a good one. And uh, I’ll kind of want to play right now. Don’t want to, but you don’t remember that movie. And the idea is they’re supposed to save the planet from asteroid. So, uh, I believe it’s Bruce Willis. Ashton Kutcher. He’s supposed to Rand Roundup, his, uh, buddies, the ragtag group of astronauts, right? And he’s supposed to round them up and uh, in order to get them, we can make it up here. This is a, I’m gonna say this, the song was played like constantly, this was like a huge hit for a while. Let me get up

this. Remember this jam, they’re rounded up people from all over the world to blow up an asteroid and they found these people with life problems and all of them, somehow I was a Steve Buscemi and a massive is the massive guy. Is it Bebo or something? Is it big, big guy? You know, he was like from Friday Bebo or Zoho diva. Anyway,

so anyway, it’s kind of a situation where, you know, he’s running around rounding up these ragtag people to blow up the planet. And Jesus, his apostles, if you look up their, their, their lives before becoming Christians, they were much worse than Kanye. I mean, we had murderers and guys who are taking advantage of people and stealing things. And so again, people can make a change. But again, if you want to avoid criticism, say nothing, do nothing, be nothing. Now I’m gonna read the next notable quotable from, from Seth Godin to the listeners out there. And again, we want you to apply this today. Think about your business and what could you do today to make your business stand out? It says, if you’re remarkable, it’s likely that some people won’t like you. Again, this is, I’m quoting Seth Godin. If you’re remarkable, it’s likely that some people won’t like you.

That’s part of the definition of being remarkable. People remark about it. Remember, remarkable means it’s something that people have to remark about. Nobody gets unanimous praise ever. The best timid can hope for is to go unnoticed. Criticism comes to those who stand out. He says, as consumers, we’re too busy to pay attention to advertising, but we’re desperate to find good stuff that solves our problems and your career even more than for a brand. Being safe is risky. Whoo. Being safe is risky. Shunda that right there, that’s good. And your career even more than a brand, being safe is risky. The path to lifetime job security is to be remarkable. The old rule was this great, safe, ordinary products and combine them with great marketing. The new rule is create remarkable products that the right people seek out. Marketing is too important to be left to the marketing department.

I mean, I want you guys to think about this for a second. I’ve got so many excerpts and notable quotables here, but it is so important. It is so important that you have to become a purple cow. You have to stand out. Because if you go out there and you do not stand out, what’s going to happen? Jason, you’re going to fail. Everybody else is going to pass you by and you’re going to wonder what am I doing wrong? And the answer is you’re playing it safe. So we have a checklist here of all of the things we need to do to make my, uh, to make my product or service stand out. Okay? So I’m going to read them to you here. First one is, um, what is your unique service? Or what is your unique service offering? So you want to find right now, define, define something that you could do uniquely.

So let’s, let’s do an of a complete carpet. One of our clients, they give people gourmet popcorn at the purchase. Awesome. So whenever they come in and clean your carpets, after you’re happy, they give you gourmet popcorn. That’s awesome. Why does that work? It works because it’s a, it’s a nice gesture. It’s something, some, it’s something somebody wasn’t expecting. Okay. So step one, you want to define your unique service offering. Um, olive garden. What do they give you after the meal? Um, if I’m not mistaken, this, those popular mints, right? And people talk about them. True. Now you want to describe your, you want to, you define and describe your unique interior. Define your unique interior. Why do you want to define your unique decor? Your interior? Why? Why do you want to make sure that your visual imagery stands out? You want it to be something that people remember and they’re excited to come back to and will tell their friends about like, um, what the quote from mr Starbucks where he says, you’re the coffee’s free.

You’re just renting the [inaudible]. There we go. That’s from the book. Pour your heart into it by Howard Schultz. Starbucks. People go there cause it’s the third place. It’s not home. It’s not work. It’s a place where you can go and, um, have conversations, have fellowship. You can enjoy the ambience. Um, talk about the decor up here in this office. So the listeners out here who don’t know, you cannot familiarize themselves with this office and maybe what makes it stand out from your perspective? Well, part of the reason why I’m excited to come in here like seven days a week is because it’s not like any other office I’ve ever worked in. I’ve done the whole weird, you know, you know like the old school cloth cubicles. Oh, I hate that. Yeah, I’ve had that job. Yeah. So gray carpet, gray cubicles. I worked in a call center like Oh yeah, that’s the same thing.

So accounting and call center and it’s just like a maze of just doom and gloom. But you walk in here and not only is there overhead music playing on the inside, it’s greeting you outside as you’re walking in. So you’re like, Oh, I’m walking into this. All of the variables that make it unique in here real quick, just fire off a ton because it, listeners out here don’t do not have the advantage of being here on a daily basis. And I know a lot of it when it comes to it. And then they do come to conferences. But we have a 3d tour available. By the way, if you Google search thrive time show jinx, you can get a 3d tour of our, of our building right now. But explain to the listeners out there, um, some of the things that makes, makes our place unique.

We’ve got Edison bulbs everywhere is you immediately get rid of that gray fluorescent headache inducing lighting. Hey guys, multicolored up and down lighting. You have a 13 foot metal man. You have a, what’s the metal man all about? It’s the a, it’s the 13 points that make a successful business. There it is. But you also have the classic model T just sitting there. Yup. What else? Constant energy. A bar. Like an actual how? It’s like a 20 foot bar. Things crazy. Huge. Right? What else? Walk in fridge. Um, recording studio. Yup. Um, let’s see. Trying to, I’ll put a link to it on the show notes. Super, super high ceilings, but there’s also, there’s not a single wall that’s not covered with facts to help you grow facts, to help motivate you, quote on facts from the show, the entire history of like your life.

Thank you. Notes from clients. Now let’s talk about this here. Elephant in the room. You worked at elephant in the room for quite a while as the easy super manager. So you were managing all of the three stores. How often do you guys compliment the decor? Oh, all the time. I have people tell us this, like I look forward to my monthly or bimonthly haircut because I like to come hang out at this place for 30 minutes and that’s it. 30 minutes. But they enjoy it because of how you know you’ve set it up. Now let’s talk about this. The next, the next action item here on our list is you want to define your smell. Let’s talk about the smell at the elephant in the room. What’s the, what’s the, what’s the smell like? What? What the smell is going on there at elephant.

I mean, what, what, what the smell is going on at elephant in the room? Well, we have our, um, eucalyptus hand wax that kind of permeates it, almost like a giant sensing, but we also have the peppermint oil that we have in our warmers for the hot towels. So that way you don’t just smell it when it goes over your face. It permeates through the shop. So it’s like nice and inviting and it’s extra Christmasy now because we added the hot chocolate bar. So you got hot chocolate Bruin, you know, eight to 10 hours a day on top of that. So it’s just like you’re walking into a peppermint mocha. Okay. Think about this. Purple cows and making this actionable Krispy Kreme. Whenever a Krispy Kreme opens up in a new town, they start out by giving away just thousands and thousands of those delicious donuts. Right. Now, obviously people most likely aren’t going to show up for a free hot donut if they haven’t heard the legend of the, you know, Krispy Kreme.

Yeah. But once they’ve had one of those hot, fresh donuts, they can’t stop themselves and they want to come back and back and back. And that’s what they do. They always just give you that free. They give you the free donut. You’ve seen this. Yeah. So what happens? What happens though, if you’re going, you know what, I don’t like criticism. Well, Seth Godin says you do not equal the project. Criticism is on the project. It’s not on you. He says criticism is of the project, not you. You don’t have to like, if people don’t like you. So how often have we, we have a lot of guys who go to EITR lounge.com. It’s E I T R lounge.com. And they click on clay Clark radio because they like the playlist. Yeah, they play it in their office as the overhead radio because they must, it’s on the shot.

But we’ve had people that don’t like it. True. So give us a little trip down memory lane. What kind of things do people not like about the music? I had one guy, he’s a very intense guy. Um, I won’t say his name, but he preferred to drink his coffee, the color of my skin. So we had that joke going back and forth between us, but I hear a lot. It’s just like boy band music. Yeah. Yeah. He, he specifically said the music was too girly. Here it is. Yeah, we did was, we did songs, melody that tend to be a hip hop and RNB. That’s, that’s kind of our niche. But it works. Yeah, it works. But what again, what would happen if we’d pulled out the playlist? We pulled out the smells. We tried to accommodate everybody cause everybody has their own opinion of what the decor should be like.

Yeah. What if we tried to accommodate everybody? What would happen? It would be a clusterF and we’d end up pissing off more people than just how we had it set up the first place. It’d be too confusing. It’d be too much. It also be pretty expensive. I just, I think it’s very, very, very, very, very important. If you’re out there today, you go through this checklist and you make sure you’re checking all the boxes right now. You want to describe unique branding. Now, Seth Godin says in the book the purple cow, he says, Tiffany’s, Tiffany’s blue box is a slogan without words, right? It stands for elegance and packaging quality. And the price is really no object. Um, the branding. Why is the branding so important, Jason? The logo, the website, the print pieces. Why does all that matter? It matters because it gives your, of course your brand and identity, but it also helps differentiate you.

It’s another thing you’re putting in for. It’s, it’s the visual components of your business. So like the service could be one thing. But let’s take for instance like Starbucks synonymous with the mermaid. Why? Because what does Merman have to do with coffee? That got me originally and I still think about that to this day. Okay, let’s think about this for a second. Now I’m trying to help the listeners unlearn what they think they know about marketing. Help me help the listeners unlearn. It says here in the purple cow, the book, it says, we run our schools like factories. The kids line up in straight rows. We put them in batches called grades. And we work very hard to make sure that they are, there are no defective parts. Nobody standing out, nobody falling behind, nobody running ahead, making a ruckus, playing it safe, following the rules.

Those seem like the best ways to avoid failure. So we, we learned that idea in school. If you ask a question that no one else asks, what happens at school? Typically everybody judges you. You get criticism. It is interesting how that happens though. People know right away begin to criticize. And so what? What? What do you learn to do by the time you’re a junior or senior? Not be outspoken, not raise your hand and not ask questions. Why? Because you fear that criticism like, Oh, I know it’s coming. So I’m just going to hold this to myself. So if you’re out there today, again, let’s just get out a piece of paper and let’s write down what are we doing to be intentional about making our product or service unique. All right, what are we doing to make our decor unique? What are we doing to make our playlist unique?

Our music playlist? What are we doing to make a unique experience? Talk about build a bear. If you’ve been to build a bear. Um, I have actually watched with my nephew how is it possible that build a bear has convinced Americans to pay more money for up a Teddy bear, but you have to build your own bear. How is this possible? They’ve said, Hey, here’s the deal. You could go right across the hall at the mall and buy a Teddy bear from the Disney store where they, we’ve, the Disney store has already made the bear and therefore you pay for a made bear. The bear has already been produced. You can pay for the produced bear. How is it possible to build a bear has convinced you to build your own bear and they charge you more for it. How is that possible? They have indoctrinated your children into it because the kids are like, Oh man, like to them I build my own bear.

Exactly. It’s something they’ve never experienced before. But on top of that though, where they like really scale it out is, is it twice as expensive as the Disney bear, which is the exact same material. Yes. Do you have to build it yourself? Yes. But the experience of building it yourself for your loved one or with your kid is just like, Oh like they hit that emotion button, they hammered that work in like a restaurants where you go, welcome to Carl’s seafood. If you want to come back here to the kitchen, make your own food, then you could sell twice as much for a filet of salmon. If you grill it yourself, it’s called build a blaster. Build a lapsed day. We’ll do that stuff. You go back to a, I need you, you, you, you do what you go back. They, but we’ll teach you the moves and then you’ll, you’ll work, you’ll make your own lap state.

You see, cause it’s like, it’s like an experience you will put on the doodle S w what am I doing now? Put on this chef outfit and I want you back there for 12 hours. And I want you to work now. Wash those dishes, buddy. This is an experience. It’s called build a lab stack. Um, w what are you going to be doing? I’ll be out there enjoying fine dining. Are you all making, it’s called build a lobster. I mean, and then we’ll let you even eat it after you pay us. That’s hilarious. Well that worked for that. No, no, it wouldn’t be. The only place that works is like those like romantic couples, kitchen clubs or classes, but like you know what you’re going in for. But yeah, if you tried to scale up, build a bear for build a lobster, there’s no way.

Now the next is define your give back. Define your give back. I give examples a Warby parker.com is a good example. Warby parker.com meet the famed glasses company or you have Tom’s shoes.com. Jason, what does Tom shoes do? They do the buy a pair, give a pair, an elephant in the room. We do a deal where if you get a haircut with us for the first time, we make a donation to compassion.com compassion international. The reason why we do that is because we want to provide clothing and shelter for, for kids that are in need. Uh, we believe in that. That’s something we believe strongly and we want to help out and give back. And so that’s what we do. But again, um, if we didn’t have a give back, I mean no one’s gonna yell at me for not having a give back. But if you go to compassion.com, you can see that right now you can sponsor a child and you can provide medical care, nourishing food, mentorship, education, and we donate.

So when you come in for that first haircut for a dollar, we donate that back to that cause. And why does that work? Well, it works because one, it’s, it’s for a good cause, but to kind of like with build a very, it’s an emotional thing. It’s a, a, it’s a social thing. And where I see a lot of people struggle with it as they just make it too hard. Like I just don’t know which one to go for. Just choose one. Yeah, just ally yourself with something that you share a common goal, but then it comes out, it says, I don’t want to offend anybody. So now they’ve got like choose whatever 27 charities you want to donate to or will donate to a different one every month and you don’t have any traction at that point right now. The next move here is deep empathy, deep empathy.

It’s very important that you have a deep empathy for the consumer, for your ideal and likely buyer. You want to have a deep empathy for your ideal and likely buyer. Not a deep empathy for everybody, but you want to have a deep empathy for your ideal and likely buyer. Jason, why? Why? Because you want them to return. You want them to feel like you invest in them as much as they invest in you because people don’t like to part with their dollars if you know they don’t feel it’s necessary. So like a really good example of that, and we use it a lot as Chick-fil-A, but their deep empathy is their blast system and it works every single time and people come back and they’re, you know, very upset even though it’s been that way for decades and they’re closed on Sunday because they enjoy the system that they have.

What would happen though, if Chick-fil-A decided to be open on Sundays to accommodate some people who wants them to be open on Sundays? Other people would say, well, you know, you, if you really have Christian values, you shouldn’t be open and we’ll, Kanye West certainly wouldn’t be doing a song about it. It’s called Jesus. This is Kanye West closed on Sunday. He has a new song called closed on Sunday. Why is it, why is it called closed on Sunday? Well, why? Why is this song about, why did he choose Chick-fil-A to be the song? That’s kind of the focus of him explaining the importance of, of, of observing the Sabbath. Cause it related to him. They have the exact same idea. Let’s cue it up here. If you haven’t bought the Jesus’s King album, you should go do it. I’ll play a little sample here.

So Sunday you’re my chicks. How old is selfies? But the grandma way

he’s saying, get off of Instagram. Quit taking selfies. Get off social media and joyful time with your family.

Get Joe family. Yeah. Oh hands and pray. When you get daughters, always keep them safe. Watch out for fibers. Don’t let them and doctrine ne closed on Sunday. Young my Chick-Filet.

He’s saying the name of the company. Wouldn’t you want people to name your number? Wouldn’t you want a rapper to reference your menu? Which the number one is the thing he’s referencing. Wouldn’t you want, I mean how many? What kind of, what is that worth? That’s worth a ton.

[inaudible] train the men, the faith, do temptations. Make sure they are Vida away. Follow Jesus, listen and obey. No, no limit, but a culture. We know body slaves

and whether you like this song or not, the point is is that Chick-Filet is being remarked about because they are remarkable. Yeah. When’s the last time Kanye talked about you take them out that now the next is experience. Overall, you want to create an experience that is a wow. You want to experience where people talk about it, they share it with friends, they do that, right? And it all starts with having a great no brainer. If you don’t have a deal that is so hot, people can’t say no to it. What’s going to happen? They’re going to say no to it, right? And you won’t even know him. You won’t even know that they said no to you because they’re not going to call you and go, Oh, by the way, I’m not filling out your website for today because you don’t have a no brainer, right?

They won’t do that. They just won’t fill out the form. I’m not gonna happen. If you’re out there today and you feel stuck in a rut, and I know some people do, I would encourage you to day get serious about your life. Go to thrive time, show.com, thrive time, show.com do your research. Um, click on the testimonials button. You’re going to find over a thousand people just like you who’ve attended our in person workshops who are willing to share on camera about their so you can look them up and verify they are real people. And we do these workshops every two months, every two months currently. And a thousands of people from all over the country have attended these things. People from Florida, people from Canada, people from Mexico, people from Guam, people from California, Colorado, almost every state in the union. We even had a guy from Rhode Island.

So I’m, and by the way, folks, this just in Rhode Island actually exists. That’s true. For a long time I’ve never met people from Rhode Island, but now I’m meeting people from Rhode Island. That’s crazy. And the tickets are $250 $250. It’s a two day interactive workshop and it goes from 7:00 AM to 3:00 PM every uh, Friday and Saturday during the, during the two days from 7:00 AM to 3:00 PM we do a 45 minute teaching sprint with a 15 minute break. So you can ask us any questions you have. You put your questions on a big whiteboard and we answer everybody’s questions. And then you’re sitting next to millionaires. I bet you 80%, and we’ve done some surveys on this, but about 80% of the people who’ve attended our workshops have a multimillion dollar company. 80% of the people at the workshop already have a multimillion dollar company. But what’s really neat is the vast majority of those people who are now successful were not successful before entering into the program.

They were not successful before entering into the program. And now they are. And that is powerful when you’re sitting next to people who’ve gone from where they were to where they want to be in a short period of time with an 18 months or 24 months, these people have implemented, they’ve had massive success and we want you to be a part of that success. I don’t want you to feel like that. Um, you know, the success is reserved for other people. And Jason, I think a lot of people, um, think maybe, you know, success. It’s like guys, you know, a purple cow. I, I, I know that other people could do that, but not me. But let me just cue up some audio of what some real Thrivers out there I’ve had to say about the workshop because these people sound a lot like you and I know they’ve benefited from the workshop and you will too. Here we go.

My name is Nicole. She from California. I heard about a conference on the web health care business that helps seniors find assisted living voting here. The name is miss B. We are your ness savvy experts. This is amazing. I’m very engaged and just like a week to talk about everything, different aspects of business. Very exciting. Oh, I think he’s extremely entertaining and that he’s just has ways to get you paid attention to him. I think. Not just that and everything he says makes so much then I think I learned so much. Not only this conference like motivates me and also give me a lot of knowledge and tools.

That’s a, that’s a thriver from San Francisco. And here’s the thriver, uh, from the Dallas area here. We were queued up here. Oh, here we go. This guy is a former chiropractor.

My name is Brian artists. I’m from Dallas, Texas. I actually am a chiropractor.

I have a practice that I’ve owned for 15 years. I just sold it in Dallas, Texas and now I’m creating three other companies. One will include a podcast, internet show, one will be an acne formula kit product reversing clear acne for people. The third is a group of products through a company called 2010 labs that creates fitness and wellness products for athletes. Several of my patients actually coach for thrive 15 for the last year, they sold a company and wanted to become business coaches on their own and in their visits with me as their doctor down in Dallas. They told me that their transition going into business coaching. I told them about my business ventures I was getting into and they invited me to come up and attend the conference this weekend. I really wasn’t looking to learn anything. I actually wasn’t planning to come and just experience with thrive 15 was all about and it’s a pretty exciting popping organization and that was very impressive.

What I have learned is, uh, not only is there information, I’ve been to a lot of seminars in my life and over my career with a lot of material given to you without how to explain to me how to actually use it or implemented. And from what I’ve heard here and what I’ve witnessed and seen from testimonials and from the play and the other individuals and spoken that there’s a lot of implementation that can be given by thrive 15 and through their coaching, which can demonstrate for the many who’ve already spoken of a lot of success in their own businesses. His presentation style, uh, he is hilarious. I love being entertained. I love, I love speakers who can keep you engaged. And I think he’s brilliant. I love driving. I love trying to follow him. His mind goes off varied from one topic to the next, but I find that very entertaining. And the,

so again, if you, if you, if you, you know, you’re saying, well clay, I don’t know that I can afford it. Okay. Well, okay, well here’s, here’s, here’s what we’re going to do right now. The way it works is the tickets are $250 but Jason, if somebody leaves us a review on our Google map, they just leave a review about the podcast on our Google map. Yep. Or they leave a review on iTunes by subscribing to iTunes and leaving a review. All they have to do is take a screenshot of it and email it to info at thrive time, show.com info at thrive time, show.com and their tickets are just $37. Right. Is there any catch though? Are there any upsells, Jason? No. Okay. Okay. There’s no, there’s no upsells. No. I’ve yet to see a, a, a single like packet or you don’t say, Hey, when you come to the conference now go see whoever at the bar. We’re going to get you booked for a year, 13 point assessment and get you in the coaching program. No, it’s you giving them tangible advice. You give them a free copy of the boom book. They get a copy of the boom book. They get the handouts, the workbooks, the print pieces. You know people in Amarillo dig it. I tell you,

my name is Janet Ramos and I am from Amarillo, Texas. I heard about the conference through plates podcast and I learned about clay dough or our church. She came to speak at our church.

Oh no. Churches have made poor mistakes and if made poor life choices and allowed me to speak there [inaudible]

the atmosphere here at the conference and very high energy, I mean they’re playing music. You walk in at six 45 in the morning, you’re still kind of dragging and they’re in the band playing and it’s just really loud.

There’s a high energy atmosphere. Listen to what will will do. Listen to what else Janet Ramos from Amarillo has to say

a window moment. The most valuable thing I’ve learned so far is just to implement and a little things such as Google review goes a long way.

And then those people, they have doubled the size of their company this year. That’s a Daniel’s heat and air base down there in Amarillo. If you’re out there, don’t, don’t hear about these stories and think it applies to somebody else. These stories apply to you. This is your life kit serious cause I am of the opinion that we only have one shot at this. Life is not a dress rehearsal. This is your time to take action. Seize the day. Book your tickets today by going to thrive time show.com it’s thrive time show.com. My name is clay Clark. That’s Jason Beasley and we look forward to meeting you at the next in-person thrive time. Show workshop three.