Bulletproof Success Method

Welcome to the Bea Bold in Business podcast. My name's Samantha Hearn and I'm the host of this amazing channel. I wanted to bring you a place where you hear from myself and other amazing inspirational business people on their journey to the success they've created. I wanted to bring you the offline journeys to the online successes you see on social media.

I want to create a place where you hear the struggles people have been through, the challenges, the lessons they've learned, the mistakes they've made, so that you know that ordinary people can create extraordinary things every single day and that it's totally possible for you too. The Bea Bold in Business podcast is a place where you are going to hear real genuine, what's all stories from some of the most exceptional people in business and how they've succeeded anyway. If you are ready to show up in your business, if you are ready to be bold, if you are ready to learn from your mistakes, if you are ready to bounce back and become more resilient, this is the podcast for you. And me, Samantha Hearn, I cannot wait to welcome you, support you, empower and inspire you and share with you the stories that sometimes don't get shared online and give you this real refreshing approach on how building a business sometimes can be hard, sometimes involves failing, sometimes involves struggle, but you can still succeed anyway.

And welcome to the Bea Bold in Business podcast and I cannot wait for you to take your invitation to be bold in your business too. Hello, hello, hello, right, so I am going to just give everyone a minute to sign in and join us. But before we get started, as always, I just want to check in on how you are doing, how are you, how is your Monday starting? I know it's literally just beginning, but how are you, how is your weekend, how are you feeling?

And then I really, really want to dig into this, this is going to be so excited, so, so, so, so, so excited. So, hello. And I know there was a slight time change, so thank you. And there are a few people that are going to be joining us a little bit later, so, I'll tune to that, which is not a problem, which is why I'm calling it, because obviously for those that have invested in this because it's live and no replay, but the time they change, they're going to get access just in case you wonder why it's recorded.

So can you just let me know how you're doing, please? How are you feeling? I'm feeling, oh, hang on, feeling, feeling as if it's two AM. Right, I'm here for it.

Let's just give you that infusion of energy, the weather, oh my gosh, I know Danny, WTF, feeling good today, even though I've got torrential in the morning school run. Well, someone's not worried about that ever. The 90, I'm so much better for me. I'm so pleased.

Yes, I'm so pleased. So I can't wait to spend this time with you. And what I really wanted to do, essentially, when I created this method, want to see the view, yeah, go on, okay, we can all just vicariously live free cake right now, can't mine, because it does not look like that in England. Okay, it does not look like that.

I'll show you my view of this literally grain scaffolding outside. So, don't say sorry. So what I really wanted to do is, when I was putting together, and obviously this has been quite a long time in the making, I was putting this together, what I didn't want to do is take this as an Instagram live or create this as something that isn't going to be for people that really want to take this seriously. So I've obviously been working on and building this out for probably, I don't know, six years, but for the whole of 2024, I've been looking at creating this kind of framework.

And what I really wanted to do is give those of you that are kind of ready for this next step, the opportunity to have access to this type of insight. So essentially in my business, I've got to a point where, and you know, some of you will already be feeling this, but I've got to a point where now, for where I'm at, everyone knows everyone, right? So there's a certain level where it becomes very difficult for you to not be put in amongst a group of other people. And there are in at this level, a few people that are shank shit, and there are a few people that doing this properly, right?

So there's quite a lot of smoke and mirrors, there's quite a lot of, this is what's going on on the outside, but that's not what's going on on the inside. And also for this, I'm talking like this, because this is our space, this is not going anywhere else. That was the whole point of this session. I wanted to give you a real hard hitting insight into what it's like.

So there's quite a lot of people that I know I'm connected to that will online have one image and persona, but then behind the scenes, it's not like that, not like that at all. So what I want to make sure, which I've always done, and some of you have been in my world for a long time, some of your clients and some of you have been following me for a long time is make sure that I'm never going to be put in that category. And some, and I hear it as well. I hear other people talking about me, and then it comes back to me.

I hear people copy what I'm doing, and then it comes back to me, right? So there's all sorts of that that goes on, which is totally fine, and I'm not really interested in that, but what I'm interested in is how I can make sure that the business I'm building is built on 100% transparency, but also protecting my success, right? And this is also important for all of you. So I wanted to create something, and this could give you some insights for your own business, but I wanted to create something that is beyond having a USP and actually creates a little bit of a stake in the ground for what I want to and how I want to lead.

So the bulletproof success method essentially is what I've been doing for the last six years, but now in some kind of framework. And what I really wanted to do is actually try and encapsulate how I have built my business, and this is really important. If you want to, if you want to create that kind of bulletproof protection for your success, it has to be built on the way that you lead, not on the results that you get, because they will change, and what you teach and what you sell will be different. So the services that you offer, your business will change, you'll have different iterations, but the things that won't change will be the way that you lead, the way that you deliver, the way that you teach.

So I wanted to come up with something that really encapsulates how I run my business. So whatever the program is, whatever the service is, those can change, but how I actually run my business. So I created an opportunity, I created a framework that allowed me to kind of grow within it. I wanted to have a framework that allowed me to grow within it, but also create some safety for how I want my business to be seen to run and to have some protection, right?

So, and when I say protection, it's all about you being able to validate yourself. That is really important. You really want to create bulletproof success. You have to provide yourself with your own validation, not social media, not likes metrics, not even sales, not money.

Those things are not going to validate your success. Only you can do that. So when you're creating things like trademarks, when you're creating things like frameworks, signature offers, you need to be the person that's validating that, not the people on the other end receiving it. So I, for example, I didn't speak to anyone about the name of this framework at all.

I didn't look to get feedback. I didn't do market research. I didn't want to do that. And the reason for that was because it isn't based on what other people think or what other people want to offer for this.

This was based on what I stand for. So there are times in your business that you need to be thinking, how am I going to validate my own success? What is that going to look like? And taking yourself out of an experience, that means other people hold any sort of power over your decisions.

Other people should have no power over what decisions you are making. And when I say other people, I'm not talking about your loved ones. That's different. I'm not talking about your partners and your kids and your parents.

I'm talking about your audience, people on the internet, what you're building, your community, your followers, your clients should not be the reason that you change how you want your business to move forward. And if you've had anything to do with my last event in the summer, we spoke a lot about how so many people end up building businesses based on what their clients want, not what they really want. So you end up essentially with a business where you might have loads of clients and loads of people signing up. But what you don't have is your pure excitement for what you're building.

And sometimes that takes longer. And this is the other important thing. If you really want to be creating bulletproof success in your business, it cannot be in the short term. You cannot be focusing on short term success, short term wins.

That is not going to create longevity. If you want to protect your success, and that's what this is, this is what I wanted to create. That's why it's called bulletproof success method. If you truly want to protect your success, it has to be based on you, your initiatives and your willingness to do the work, not on timeframes and other people's decisions.

And so many service based businesses are building their success on those two elements, timeframes. So for example, hitting a Q4 target or hitting a this month's target and on other people's decisions, people signing up and people selling and saying yes right now, that isn't going to create long term success in your business. It's not going to create bulletproof success in your business. So this removes absolutely, absolutely.

Now, here's the difference. Here's the difference. If you want to be making, if you want to be making calculated business decisions, so should I raise my prices? Should I make my offer six weeks rather than four weeks?

Should I be bringing in an intensive? Should I start looking at one to many rather than one to one? If we look at calculated decisions like that, then absolutely, we would want to start asking ourselves the questions like Kate said, like has it got legs? Is that going to work?

You know, strategically in my business, does that jigsaw piece need to adjust? If you're thinking of the bigger puzzle, which is you and your business and how you want to run, function, lead, teach, deliver, that has to be based on, does it, is it what I want to do? Is it what I want to do? Right?

Outside of, you know, is this going to work? Is this going to make money? Do I actually want to do this? Okay.

And a really good example of this would be if you, for example, decide I want to use Instagram, I don't use Instagram, Sam, I really want to use LinkedIn. Cool. There's no discussion about that. You should be able to have autonomy over the choices that you're making for the business that you want to run.

That's separate to having strategic support around the puzzle pieces that sit within that. If you then said, right, what I really need now is a strategy for LinkedIn. I really want to make sure that I'm talking to the right person. I really want to make sure that I've got a communication method.

I really want to make sure that I'm attracted to my clients. That's different. Okay. So what I really want to make sure of is that you are clear between the difference between the two, the, the legitimate of a business idea versus the complete congruence with what it is that you want to do as a business entity.

Right? So then that leads me to the next point, the next part of this puzzle. So something that I don't do, and I would never do online is build a business based on talking about what other people are doing wrong or talking about what is working for creating comparisons. And that's not how I build my marketing and my business.

Now some people doing that's fine. What I really wanted for this movement is to create something bigger than other than talking about other people's businesses. Right? And what I have built is something that I want to share with you.

Right? So you are going to be the only people that are finding out about this in this way. This isn't going to become a lead magnet. It's not going to become part of a funnel.

None of that stuff. Okay. This was for those of you that one wanted to be part of this, but two wanted to actually actively partake. The only people that are going to get the recording of this are the people that bought their ticket pre today and could have made the 9am change for 10am.

Right? Just so you're clear on that. So what's really important is that you're thinking about, for example, right, this was my thinking of this. In the last year, let's say, I have had a few incidences with people copying what I'm doing, some of it almost work for word.

And my name being brought up in groups of people pretending they know you and they don't to create credibility for them. Right? That's happened quite a few times. Oh, Sam, yeah, she's so amazing.

Oh, I know Sam, blah, blah, blah. And the people have come to me and said, I didn't know you knew so and such and such. I don't know such and such. OK, so those sorts of things are what I'm talking about.

Of course, there are other elements to this, you know, with people portraying one life and they've got another of whatever. But in what I wanted to create with this movement is protection for me in those scenarios that is more based on what I stand for as a business rather than as an individual. Right? They're two separate things as well.

So someone can say that they know you. That doesn't actually really impact my business, does it? Do I need to go to the next case? Can you talk to us all about me?

I could, but really does it impact what I'm doing as a business? No. Does it impact me as a person? No.

Right? I don't technically know that's happened apart from the fact someone's come to me. What I'm just going to do is separate your personal brand from your business in your mind, not online, but there are two versions here. So the reason I would say I have had success for the last seven years is my personal brand.

So me as the person infusing into the business. But why does that work? Because I have a solid business infrastructure. So you want to create a business infrastructure that your personal brand can come to life within.

Now your personal business, your business infrastructure is more around the way that you work. Your office, your services, your prices, you know, what you're actually doing within your business. And is your energy, your personality, your approachability, your visibility, your content, right? Those two things have to be able to blend together.

And what I am trying to create protection for you in is both of these areas, but ultimately your business success. Because you might change your personal brand will change the colors that you use, the passions that you have, the movements you want to talk about. You might, for example, have become a mum and then really decided that you want to talk to a mum's that's changing in your personal brand and your messaging. If your business structure stays the same, it's not changing your business.

Does that make sense? You might go through an experience with your health and then think, you know what, I really want to partner with this charity. I really want to talk more and advocate for menopause. I really want to talk more about crimes.

That's your personal brand movement. Your business infrastructure is separate to that. That's really important that we can create some kind of division between those two things. And this is where quite a lot of people don't, they get confused between the two and we don't create that division.

So what you stand for as an individual impacts your personal brand but should not be impacting your business infrastructure unless you decide you want to change the way you run your business. You see, unless you decide you want to change the way you're running your business, your business infrastructure should not be changing every time you change your mind as an individual. That's what we're trying to create protection from, almost from ourselves. We're trying to create this real protection from ourselves.

Let's make sure that our business is not becoming the victim of our indecision, the victim of how we feel, our emotions. And this is really important. You have to want to have your business should be paying the price for that. So one month you might decide, I don't want to serve you once, I hate it.

Is that the best business decision in that moment or do we need to have some separation between the two, you and your personal brand and how you're feeling versus what's happening in your business infrastructure and we build those two things out in parallel. Okay, so that's really, really important. So let's think about how this works then and what this framework looks like. Right, I definitely need this.

My emotions can shift so quickly. 100% and listen, that is not a bad thing. Us being able to have emotions, feelings and have changes in the way we feel on function is something we should be listening to. But what we don't want to do is then have our business almost becoming the punching bag for it.

And this can sometimes happen. You might have had experience with a client and then you think, I just don't do this anymore. I've had that, right? I've had that.

So, or someone pays you late and you think, right, I'm going to change the whole of my business infrastructure. I'm going to change all of my payments. We all do that. So I think it's really important that we understand there is a difference between these two elements.

And the other reason is important. If I go back to those insights and those experiences that I've had, if someone then wants to copy, talk about me, refer to me, whatever, what do I know that I have got protected my business and my business creates my life. My business creates my freedom. How I feel is what I need to manage.

But my actual life and the way I live it now, not having to worry about what I'm paying for and having to look at price tags, all of that stuff, which of course looks great in marketing. I don't do that. It looks great. But the bigger picture of that is my business has created that.

Me, my personal brand has built that. Of course, that's the reason people come into it. But the business is what's protected my clients. My business is what has looked after.

My paying customers. My business has done that. How my business is set up. I can't personally reach out to each individual person.

Hello, you're in voice of June now. Hello, how you feeling about this? That's me. I would be getting involved then.

The business has to look after the business. Do you see the difference between these two things? So I wanted to create something that allowed all of you to start really thinking about how can you really start to level the way that you are functioning as a business woman? And this is the shit that no one is wanting to talk about.

And I will tell you why. It's not sexy. This is the stuff that isn't sexy in social media marketing. But this is the stuff that you as successful passionate women need access to.

It's the truth. And the truth is not always the most exciting thing. The truth is not what people really want to be selling because if they tell you the truth, then you can go off and off you go and know you can do it on your own. That's the fundamental problem.

And what I really want to do is be part of the solution. Now, all of you, none of you are new. None of you are new to me. None of you are new to me.

And new to my world. So this is not going to be a new or a shock in terms of what I'm going to bring to the table. But what it is going to do is start to get you to think about this question. Have all of you heard of the idea of self-concept?

Your self-concept, right? So your self-concept is about essentially the life that you are building and the success that you are building, the business that you are building is based on your self-concept. And your self-concept is your subconscious view of yourself. And this can be very difficult to change, right?

Your subconscious view of yourself. If your subconscious view of yourself is, I'm disorganized. I'm always late for everything. I'm shy.

I'm not allowed. I'm not going to take. I'm not really the most charismatic. People don't want to me.

Whatever the thing is, whatever the thing is, that self-concept is going to either allow your success to thrive or keep you in your box of safety. So your self-concept is the real reason that you are where you are now. And this is why I'm saying the truth is not sexy, because this is the self that has to come from you. Whatever you do with whoever you work with in any program is only going to work to the level of your self-concept.

That's how far of a jump it will take you. So whether you're with someone for six weeks, six months, six years, your growth and your progress will be incremental. It will happen. But the rate and speed of your trajectory to success is based on your self-concept.

Who do you subconsciously see yourself as? Right? That is the thing that we're really trying to work on. So when I created this framework, and I'm going to show you that, I'm going to show you my screen, this is what it's built on, your self-concept, your ability to see who you want to become and make that the person you subconsciously attached to.

So there is, you know, and if I just go back slightly, if I just go back slightly, when I say slightly, 20 years, if I was, if I had that self-concept, there is no way, no way I would be doing this. I had when I went into teaching, my self-concept was all around pleasing and validating from the external. So I went to university. I was like, I want to come to my class, I want to graduate first in my class.

I did. I got first, I graduated last in the whole of Westminster Abbey. Now when I look back, the self-concept I have of myself now, that doesn't matter. At the time, it was everything.

You have to be and prove that you can be taken seriously. You have to prove you're enough, right? And that's obviously to do with my upbringing. So everything in my life was based on external validation.

I then went into teaching, which in any job, any conversation with anyone, and you want to know how much I travel, as soon as I said I'm a teacher, oh wow, oh my God, yeah, wow, that's so, I could never do that. Instant validation, instant anywhere in the world. So I had built a life, I had built a life that ticked at boxes. I had built a life that allowed me to sit in societies, top tier.

I knew what I did. Teaching was this constant universal validation, that's so amazing that you do that, right? So my self-concept was constantly subconsciously being validated. This is what you're supposed to be doing, Sam.

See, you are enough, you prove during that you can do it. When I realized, and over time there's incremental steps to that, that how I saw myself was beneath what I wanted for myself. And I was like, why am I just doing this over and over again? It's like, Bramble Day.

That's how it began for me, Bramble Day. We're doing the same thing all the time and my brain started to almost question that bit at the Truman Show. Is this really, should I just try and get to the edge? Right?

So it wasn't like I hate my life. I started to have these subliminal subconscious thoughts. It's the same thing all the time. So the external validation stopped having power and control over me.

Right? This is a sub-concept. I had this sub-concept of doing the thing, tick the box, be the person, be seen as enough, be seen as successful. And this is another thing that's really important with that.

You will see now that you are aware of this, different people's self-concepts. So for example, if you see the person that has the Range Rover sitting on the driveway of the house, there is a shithole, right? It's not looked after. So not talking about the size of the house, but they've got a driveway that's not done, they've got bricks on the floor, their exterior needs pebble gushing, they just not done any of that.

The self-concept, you can see that person is. They spend more time in their car, maybe they travel, it's about what it looks like. Not about how they feel in their home. Right?

Do you see what I'm trying to explain to you with the self-concept? Other people can look and think, I actually don't care what you drive. But their self-concept is all about that. How am I, how am I, how am I perceived on the road?

I need to make sure I've got the biggest car, I need to feel safe, I need to feel powerful. That's the self-concept. And your self-concept, there's so much research that's been done on this, but your self-concept is linked to control and ego. These two elements.

If you therefore build a business around your self-concepts, so if you build a business around, oh, I'm not organized, I can only do programs with small amounts of people. I can't charge more than a thousand pounds. You know, all of these self-concepts that come in subconsciously, that will be linked to your ego, which is how you are seen and control what can you dictate? So how can you keep control within your business?

And that's what's going to keep you small. So going back to what I said, no matter who you work with and what program you're in, your level of success and your trajectory of that success, the pace of that success is dictated around your self-concept. So that is what we want to work on. And for each of you, you will have reasons that your self-concept is the way it is, you know?

So whether you grew up on the council, whether you grew up on benefits, whether you grew up with parents not together, whether you grew up in a hive of alcohol, whatever you're whatever you're upbringing, we all know the research on that. Between zero and seven, your brain is a sponge, you become your environment, right? Because you have no choice over it. When you're a child, you have no choice.

You become that, your subconscious messages, your triggers, your environment becomes what you know to be reality. We can't question that. How can a six-year-old change their reality? They don't have the emotional intelligence, emotional maturity or opportunity.

So of course, when that six-year-old becomes 16, becomes 26, if we don't look at that self-concept, that's the reality. So for example, if you had an alcoholic parent, alcohol is bad. I still have that, I grew up in a house on alcohol. So even when Lou drinks now, I don't like it.

Even if he's in the house, I think, well, this is a good. I still have that tribute and talking about it. So you have that, your reality. So the six-year-old can be still knows that, right?

So that you can't change your reality that you had, but you can change your self-concept of it. That's what we're trying to detach from. Does that make sense? So for each of you, you will have that.

You will have beliefs, realities that have formed before you had a choice in that, before you had cognitive responsibility. That wasn't something you had. So what I wanted to create is a way that every single woman can create bulletproof success no matter what your environmental reality was, no matter what your self-concept might be, and no matter who you want to become, there has to be a way that more women can break the cycle of all of it, right? Now, obviously I can't change the patriarchal society and all of that bullshit on my own, but that is the bottom line of what I really want to try and do.

Women are the ones that have to pause, take a back seat, choose, sacrifice, compromise, right? So without becoming too far down that way, that's really what this is about. I wanted to build something that protected my success, but I'm about to start talking about, but also give you a way of something to follow to protect your success. So I'm going to share my screen with you and show you what I wanted to create.

Now, can you please remember your self-concept is going to be the reason that you accelerate this or don't accelerate this? So here I tried to make it as simple as possible. So can you all see the screen? Okay, here is my concept around how every single woman that comes into my world can create bulletproof success if they are willing to do these three things.

This Venn diagram creates your middle ground, whatever your business, however you want to run it, whatever marketing platforms you use, this is the secret source. This is the thing that I have been doing for a long time and having to have a client. So the first one is about community. The second one is about your brand and authority.

Now that is the big one. That's the big piece that involves your self-concept. That is the big piece that you want to look at yourself. And the final one is selling your integrity.

So what's really important, and I just want to stress this, is this session and for all of you, this is about you being able to build a business that is protected from anything, that is protected from kids, sickness, hormones, relationships, because we all have that. That's life. We can't change that, but your business should have an element of protection from life. And vice versa, your life should have protection from your business.

You don't want to just constantly be in your business. So I wanted to create an opportunity and a framework, an opportunity to teach you, but a framework to do it in this exclusive way, where only you are going to have this. And your self-concept impacts this a lot. So let's start with that.

Let's start with that. When you think about who you are versus who you want to become, and we think about this self-concept, we think about this subconscious identity connection that we have, that is of course going to affect this part of your VN diagram, right? Your brand and authority building. It's going to affect that.

It's going to affect how unapologetic you are in your brand. It's going to affect how relentless you are in your face to camera, in your visibility. It's going to affect that. Your authority, it's going to affect your self belief.

It's going to affect your leadership, the way you're showing up. And it's going to affect the way you command the room. It's going to affect the way you see yourself as a leader. And if you are the person that's in control of your business, you are in control of what happens to your success, that's going to have a huge impact on that.

So when you think about brand and authority building, we have to look at those connections. What is it that you are doing to become the true authority, the zero fucks, unapologetic, no holding back version of who you know that you are in your industry, in your business? What are you doing to step things up? What are you doing to make changes?

Are you following, right? And this link's what we're talking about. Are you following what everyone else is doing? Are you doing lives?

Are you doing posts? Are you doing LinkedIn? You're doing all those things. But your level of innovation is being kept.

Are you deciding that you want to run your own summit? You want to do your own podcast series? You want to run something like this? We're like, I'm going to teach you, I'm only going to do it live and you have to be there or you're not getting it.

Are you going to do your own competitions? Are you going to do your own collaborations? Are you going to decide that you want to launch something in the middle of the month? What are you doing to take an authoritative approach to how you are running your business?

How are you becoming an authority in the industry? What are you doing to become a trailblazer? How are you making yourself known? The most successful businesses are the most well known businesses.

What are you doing for your success to become the inevitable journey route path that you know it should have? And this is where your sub-concept will come in. How you feel about this? Your brand and authority building is a huge part of why people will buy into your business.

And if we then look at the second part of that segment, it's about community growth. Now I am not talking about followers here and I'm not talking about going viral. I'm talking about what you are doing to build a solid community because you, if you haven't read this book, you should. It's called One Thousand True Fans.

If you haven't read that book, you need to. It's based around the fact that every business, every service-based business can create millions with only a thousand true fans. You don't need to be going viral. You do not need to be seen by everyone.

If you have 10 people in your audience now that are willing to invest with you for a thousand pounds, you do not need a million people that won't spend anything. And you would have all seen that. That happened in maybe 2020. Someone had over a million followers and couldn't sell a 10 pound t-shirt.

Could not sell a 10 pound t-t shirt to a million followers. A million people, not one person bought the 10 pound t-shirt, not one. And yet you have people online that have tiny audiences and a millionaires, multi-millionaires. So please, when I am saying community growth, do not think that I'm talking about numbers.

I am talking about the depth within your community. So community growth would be things like, and we spoke about this, where did I talk about this? It might expand my mind. So what's really important is that you start thinking about what you are doing to have a deeper relationship with your community.

So how often are you actually speaking to the people that follow you? How often are you getting in the room with people? Virtually or in person? How often are you putting on things that have 1000 true fans?

Oh, sorry. Yeah. So that's really important. Now I am going to create, for all of you, if you want it, let me know, a document that has 30 examples for each of these, then diagrams.

So 90 strategies that you could be using, and you can pick up and pull apart to put them into your business. If you want that, let me know, and I'll create it. It'll be 30 ways you can grow your community. 30 ways you can start looking at building your authority properly.

30 ways you can be selling your integrity. That'll be useful. Let me know. Yeah, right.

So all of you that are on here, you'll have access to that. Okay. So if you're an example of what I'm talking about, when you talk about community, that is an example. So all of you are going to get access to this, this 90 thing that I'm going to create.

But if I want to put it out to my community, I'll be charging for that, probably 47, 97, right? So if you think, okay, you pay 22 pounds, you're going to get access to that for free as something else, because I think that's important. But what am I doing there? I'm rewarding the depth of my community.

There's a difference between, and other people will say, build out a big funnel, get everyone in, put ads to it. Do all of that. Absolutely. But in today's world, this is the other thing that isn't sexy, which is why people aren't teaching it.

And you're being challenged, the nuances of numbers and conversions are different. So it's not a numbers game. It may be 2015, 2016, when I first came on the scene, it was all a numbers game. But in a thousand pounds on ads, get 2,000 people into your training and get 10 percent conversion.

So it's all about the numbers. But now people know that's what's happening. Don't you? If someone was like, I'm going to run a challenge, you would know as someone going that they're going to sell something.

Wouldn't you? Right? So what would be the point in you focusing on getting loads and loads and loads of people in and when they know that's what's going to happen, they could also be doing this with three other people at the same time as you, and you aren't making any depth. We haven't actually built a community because they're going to come and do the thing, learn it and then fuck off.

And then they're going to go to the next person and do it. So what are we really focusing on? Right? And this is why it's not sexy.

The truth is not sexy. That's not going to sell. And of course, people are still doing that. But what you really need to be focusing on, what are you doing to build depth in your community where people feel valued, people feel seen and people feel connected to you.

That is how you build a long-standing bulletproof business. If you do build the first way, which is not wrong, I'm not sure yet. If you build a business the first way, which a lot of people do, what you are doing is you're going to have to pursue that method every time you want to launch, aren't you? So if that is your method, big numbers, big ads, small conversion, that's your business model.

And then the question becomes, but do you want to run it like that? And even if you don't, you have to. That's not bulletproof success because now you build a business based on what you know works from an audience perspective, but what you have to put in. If you want to say, I want to build a business where I could do it if I want, but I don't want my business to be run like that.

I don't want to have to run my business on a launch model on ads or paid ads, on challenges. I want that as an option, but I don't want that as the only way. Then community growth is going to have to feature. Community growth is going to have to become a bigger piece of the puzzle.

And when you think about community growth, this is the smaller things that you are doing. And why does that matter? I'll give you an example. Someone I was connected to, I don't know how I, oh, I connected her in 2020.

She wanted to work with me and then decided not to. She went in a different direction, but she followed me ever since. Cool. We reconnected this year and I can't remember how we reconnected.

I can't remember how we connected. Anyway, we reconnected. She then invited me to this networking event. She was like, I'm only, there's only 12 people there.

They're all at a certain level of business. Do you want to come? I was like, yeah, cool. Anyway, she has then referred to me over 10,000 pounds worth of business.

She's referred people to my event. She's referred people to my membership. She's referred people one to one. She's never actually worked with me, but she's been in my community.

She said, cool. She invited me to something and I went. So that's the depth of community that I'm talking about. And that isn't reliant on me having to run my business in a way I don't want.

There's a difference. So start to think about your depth of community. Do you want to? Do you want to start creating a community of peers?

Do you want to have like a little mini mastermind of like three friends and you refer work to each other and you're like, right, you do mindset, I do sales, you do marketing, I do this. Should we refer work to each other? I've clients that do that and they've got a little referral pod. Do you want to start running more imperson things?

Do you want to start to have something that is about depth and not about numbers? That's what's going to get people one talking about you. And if you haven't read the book, talk triggers by Jay Bears, read it. Why is any business successful?

Talk triggers, any service based business, because people are talking about that business when you aren't there, right? He did a recent he did research in America, maybe 5000 businesses economy, except number, and he was like, why is some more successful than others? Why is that? And there was a fast food chain that was, sorry, one fast food restaurant that's killing it.

And he went and did research and he was like, why are people going there when they could go to McDonald's? Why are they going there? And they got known as the golden ticket restaurant. I've told this story before.

And every day, someone in their meal, or they're all done with a golden ticket and they get it for free. So you can be going there and just buying a Coke, or you could go in there and buy a meal for 10 and you get this golden ticket is all free. That restaurant got known as a golden ticket restaurant. No one in the name of the restaurant.

I don't even remember the name of the restaurant. I remember that story. And I read that book five years ago, talk triggers. So how can you compete with the big tycoons?

You need to have talk triggers. Why are people going to talk about you and talk about your business? That's in the depth of your community. And then the final part of this bulletproof method is around selling with integrity.

Now, this is the other thing that's not sexy. You could build a business based on selling one thing, high ticket and selling volume, or you could start thinking about your buying pathway. This is really important when you think about long-term success. Now, for me, for example, I don't talk about this a lot.

And again, this isn't part of my marketing. But what is really important is that you are spending time learning from people that are doing this in the way that you want to be doing it. So my business, for example, since 2020 has maintained a multi-six-figure profit. So after my tax, after all of that multi-six-figure profit every year.

And I am not raising my prices. I'm not selling massive programs. Everything is built on longevity. It's a huge part of what I teach.

So when I say selling with integrity, I'm talking about understanding your buying pathways. And here is what I mean by that. If you have to know your audience, and this is why community and the depth of your community is so important, you have to know your audience to know what will be their no-brainer offer, to know what they want to buy, to know what they need. And when you sell with integrity, you could be selling something for 20 pounds, or you could be selling something for 20,000 pounds, both need to be able to sell successfully.

You have to feel good about the thing that you're selling. So if you have an audience right now that may be on NUWA or are really in this new direction, you want to think about how do I get them to come with me? If you are established, do you need to raise your prices to be seen as more of an authority than that's your self-concept? So when you are selling with integrity, it's about way more than the number of the price, and it's about what you're building for the next 12, 18 months.

So you need to start thinking about, and here's another example actually. When I said to you, at the start of this, I'm recording it, no one's going to get access to part of the people that bought this before it took place because the time changed. That's me telling you what's going to happen. No one else is getting it.

So I'm still sold with integrity. This isn't going to become a replay because I never said it was a replay. Does that make sense? So it doesn't matter what the thing is.

It matters. Another example, someone came into my mastermind for October, and someone else wanted to join. And I said to her, well, it would probably be better for you even though we spoke at the start of September. It would probably be better if you just started October because then you can start together.

So you could do an extended payment plan, which I've also offered her, but you could start on October together. So what am I doing? I could have said to her, yes, start now and just come in and let's go, but I wanted to make sure that they both get a really good experience. Why don't they come in together and then they both get the benefit of having an extended payment plan.

That's just me being transparent. And I said to her, you can start next month when she starts. And she goes, oh, no, that sounds like a really good idea. I love that.

So buying pathways, how much you giving people the opportunity to make sure that their experience buying is as positive as possible and is as personalized as possible. The other thing that's really important is that you are looking at your pricing ladder. Now, without becoming too strategic with this, you need to decide how you want your pricing ladder to look and how that feels with you as the authority and with your community alignment. Your self concept is going to impact quite a lot when it comes to pricing because it's going to become about you.

Like, oh, you know, can they afford it? And, you know, am I ready? Are people going to see, you know, seniors, I should be charging that? Am I getting to become my boot?

All of that is our self concept. If we start to work on who we want to become, we change this identity, we change the concept of who we are versus who we want to become, you're going to start seeing this in a very different light and it will almost become more about your business. How can I protect my business? I can't work for free all the time.

I can't keep lowering my prices. I can't keep giving discounts. I don't want to keep giving extended payment plans. Whatever the thing is, you can decide how that's going to impact the prices and the sales and the way you want to run your business.

So when you are thinking about protecting your business success, you fundamentally are the thing that's going to do that. You are the gatekeeper to your success. You must know that. You are the gatekeeper to your success.

You're going to either open the gate or keep the gate closed. However much you learn, whatever strategies you get, you are the reason that success is going to come in or stay out. Once we've looked at that, as the fundamental premise of what you are creating, then it's about this three stage Venn diagram. The depth of your community and the opportunities you provide, your brand and authority building, your leadership, your innovation, your creativity, your stepping out, your trailblazer, your unique ideas, your ability to take risks and your selling with integrity.

But you are ultimately in charge of what happens next. You are going to be the person that builds out a business where you are standing at the front and leading it, talking about it, shouting about it. That comes from you. So your personal brand impacts the success of your business.

If we go all the way back to the start of this, your personal brand is going to impact the success of your business. That's your self-concept. The reason your business succeeds is because you have solid business infrastructure. These two things work in tandem.

Does that make sense? What I would love to do is just in the chat box, if you could just open the floor up to any questions, any thoughts, any feedbacks, anything, where you are at, what is coming up for you from this? What are you thinking about? What are you going to change and add in?

Let me know your thoughts. This is your... What's the word I'm looking for? I can't think of it, but ask me anything because this is not going to anyone else.

This is your self-face and this is your time. If you have a question that you want to ask, I am here to answer it for you. Let's see. Oops.

I want a little bit in the chat. Love this. I'm so glad Lisa. Thank you for joining.

I know we changed the time, so I'm so glad that you're here. For me, I've been thinking for a while now that I want a less is more approach, but fear shows up around not doing enough to succeed. Here's the thing. That is all about what we have been conditioned to believe.

Hard work pays off. Right? That phrase, hard work pays off. I had exactly the same, Danny, exactly the same.

This is just we've been institutionalized. The harder you work, the more you will succeed, the better you look. The more hard work you are, the more you're awarded in school. The more you do, the more it seems accomplishment.

What you want to start thinking about is, rather than working more, I want to work more efficiently. I want to work smarter. Why would I not want to create the success I've got working less? Why would I not want that?

How can I get the true version of my work-life balance to be the success that people want to copy? Working five days nine to five is just what is known as the norm, but that is not seen as the aspiration. That's the difference. How can you create a work-life balance that's about aspiration, not around what people deem to be successful?

And what is that for you? And this is the other thing. I have clients that love working money to Friday because it gives the routine and structure and they need that. But I have other clients that love not working before 10 because I need that time to love climate-wise.

I have clients that love working in the evenings. Work however you want to work, but when you have found that sweet spot, that is the aspirational target. Not working more and working smarter and better and more aligned for you. And for example, I've got clients that have ADHD and they're like, right, me working before 10 o'clock is not going to happen.

It's too chaotic. I've got too much going on. I've got to sort myself out, sort the kids out live all about what they've got. But now that's an aspiration to others in their community that experience that.

And then like, my gosh, yeah, my ADHD is just off the wall in the morning. I just have so much going on, it's just chaos. That would work really well for me. Then you've got people that say with kids and they're like, I only work, 10 or so, and then I can do the school runs.

That's an aspiration. So it doesn't matter how much or how little you're working. It's more around the way that you are choosing to work. And if you do go for the less is more approach, if you do go for the less is more approach, what you will find is more people will be attracted to that because that's what they want.

And they don't know how to create it. They don't know how to do that. And that's where you become the authority Danny. Look at the authority piece here.

That's where you can start to lead from the front and do that work. You know, when I in 2020 decided I wanted to work three days, I didn't even, I didn't have a kid, I just wanted to work three days and I didn't want to work the final week of the month. I just made that up. It wasn't based on like, you know, looking good 21 hours.

I wanted to have a bit of freedom in my life. I wanted to not feel like I'm in an institution like I was when I was in school and I just wanted to have that break and that more work of balance. And then loads of my clients have adopted that now, not working Friday's not working the final week of month. I can think of five on top of my head that do that and another five are implementing it this year.

So that that is the thing you decide what you want it to look like. I've realized I believe when you go all in and you're successful, then you open your substantive activity. Yeah. And so I've not gone on absolutely.

And you know what Jenny, that is not that's not true. However, it just hits different. You know, when we see when we almost understand, when you're on your way up, everyone wants to support you. Once you've got there, people are like, oh, yes, she goes, right?

But that's society. That's that is not you as an individual. When you realize it's not personal, it's a society stereotype. And it's also just the way we're conditioned.

We are conditioned to cheer for the person. And once they've got it, we leave them be. So think about athletes. We're there cheering them on.

Once they're finished on, we just carry them on. We're not there cheering when they're training, are we? Like, come on, we're not there at 5am when they're going to do their training. That's we're just there for the final.

Let's get them to succeed and we're going to cheer and then they do it. Right? The World Cup, we're all there thinking we're all like die-hard England fans because we're doing really well. And then when it's like, we just carry on.

It's that's nothing personal. We're kind of we're there for the journey when the outcome happens. As on you. So then what it is, it's almost as if I have, if I know that I have kind of cheerleaders and followers that want to support me on my journey, I have to be my biggest cheerleader when I get there.

That's all that is. So it's not that that belief doesn't and isn't susceptible in our society's norms, but it's to say it's nothing personal. It's not about you. It's about us and how we conditioned.

I became a single mum for a week to go. So I know I desperately need to change my entire business model. So I'm not working one-to-one. We talked about this before, Sam.

And I know I need to be able to release some time for me for my summer. 100% right? And Sean, life is life in you. And you've got this.

And this is what this is all about. We can't not experience life and some things are harder or easier than others. But what this is about is, yeah, how can this work better for you? And if that means a bit like Danny, we go for the lessons more approach and we restart how we want this to look, that's really important.

We need to restart how this looks. And this is the other thing. When I said at the start, this is why it's about long-term success. For you, this will be about pardon me, less about all shit.

I might have three months where it's difficult, but then you could have forever where it's better. It's that we have to be planning for the future. That's really, really important. So start to think about that and think about how you can almost future-proof it, what that could look like.

For me, I think it's a perfect balance, work-life, etc, as well as stack income consistently in the mentoring company four days a week and three and a half days and travel more whilst working too. Yeah, travel is so important. Change your environment, freedom, exposure to other things. That our brain needs that exposure to other things.

So the thing that I really want for all of you from this is to really start looking at your self-concept. Really start thinking about what you subconsciously see yourself as, because that is going to impact how quickly your progress and success starts to come. And the other thing that's really important here is there are so many nuances to this. And I have been saying this forever.

On podcast interviews, YouTube interviews, it's all over. So there's proof of me saying this in 2016. I firmly believe that my success is inevitable. I know that because I am in control of it.

And my self-concept, anything I can do, I will do, and I will do it better than anyone else. That's it. I'm not here to compete with anyone but me. I want to make sure I'm doing it the best I can when I know I do that.

I know I will succeed. That's it. That's what we want to be working towards. These nuances.

Now, of course, people could tell that arrogance and blah, blah, blah. That's the nuance. That's not for me to control. Right?

That's the self-concept. Am I then going to start worrying about what other people think of that? Or am I going to create an identity and a version of me that allows that to become the reality that becomes my life? So for each of you, start to think about what you want your subconscious concept of self to be.

How do you want yourself to be able to be able to be able to be able to be able to be able to be able to be able to be able to be able to be able to be able to be able to be able that to look? You know, for example, it could be for you, Sean, that you say, as a single mum, I'm going to prove to every other single mum it can be done. And you become that. I am the one that gets it done.

That's me. And that becomes, you see what I mean? So what does that version of you look like? I'm just talking about my clients.

No worries. You are so welcome. I have a great daily scene legend. So that is really, really important.

Start to think about what that looks like for you. Right? I will be in touch with the 90 plan thing I'm going to create. I need to think of a bit 90 day thing plan that I'll be in touch with that.

I'll get on that for you this week. I get that email back to you. If you have questions, reach out to me. If you've got food for thought, things reflections that come up, share them with me.

But I really, really hope and thank you for being here. I really, really appreciate it. I'm being able to have this conversation with you in a really kind of safe, honest space. So I hope you have an amazing Monday.