This content provides a comprehensive, free guide to starting, growing, and selling a business, emphasizing passion, purpose, and a long-term, value-driven approach over traditional business strategies.
I am good at only one thing business for
the last 30 years I built 19 companies
and invested in 78 startups people ask
me every day to be their mentor and to
help them and they've even offered me
£10,000 to help them just for one day in
business I don't want to charge people
for help I want to give you the
knowledge for free and today I'm going
to give you everything you need to start
a business to grow a business to
maintain a business and to sell a
business but if you can't stay on this
video for 5 minutes without clicking on
off I've got some news for you you're
probably not going to make it I'm now
going to list all the things I'm going
to go through in the next 45 minutes to
change your mindset give you the tools
you need to be successful and hopefully
create new Pathways in your brain that
give you the chance to be successful the
very thing that the education system
does not want you to be is free working
for yourself controlling your own Des So
today we're going to cover how to start
a business with no money how to win and
the secret to it all in business how to
lose important how to do a mind map
which is much better than a business
plan much more liquid how to find
purpose very important to motivate you
to get up in the morning to motivate
your team to get up in the morning and
to motivate customers to want to work
with you how to find a co-founder
something that I personally believe is
like having a relationship partnership
it can change everything if you have the
right co-founder and can give you that
accountability that we all need how to
sell everybody can sell there's no such
thing as people that are good at selling
and people that aren't good at selling
they're just people that haven't been
taught the system of selling everyone
can sell everyone must learn to sell it
is the key to unlocking Freedom how to
Market your business how to PR yourself
and your business how to get an investor
and I'll go through many different ways
around that subject you can get an
investor how to get sponsors often an
untapped secret source to making a
business grow without needing an
investor so we'll get into that how to
build a company brand because I honestly
think value comes from building a brand
not a business and we'll go into what a
brand is and how to build one how to
build personal brand which in this day
and age without doubt is vital you can't
really build a company today without
having a personal brand and I'll get
into personal brand on a public stage
and personal brand within your industry
how to hire how to grow how to build how
to go Global which is easier than it
sounds and probably very important so
you're not stuck in one market and
leaving yourself vulnerable how to get a
mentor there is a way to do it and
nearly Nobody Does it and how to avoid
big mistakes but accept luck into your
life make luck happen in your life and
finally how eity works and how to sell
your business at the end of this video
you will know everything that's taken me
35 years to know you will be changed if
you watch this video and I promise you
at the end of it it will cost you
nothing and you'll never regret it how
to start now most people tell you to
start a business when you have an idea
that's not where a business starts a
business starts with a feeling an
instinct that perhaps you need to make a
change and then applying yourself to
learning what is the best way to build
something that you love now everybody
tells me that starting a business is
filling a market Gap or finding a niche
that is not true one of my most
successful early companies was a company
called fluid this company turned into
one of the biggest agencies in Asia
which I sold a price waterhous Cooper
for more money than I ever need and when
I launched that company there was 500
other businesses doing almost exactly
the same so how did I manage to win I
didn't have an original idea like
everybody tells you you've got to have
to start a business you don't start with
what you like
like
doing now I love helping businesses and
people succeed I love marketing I can
spend all day long studying and
understanding marketing every time
someone launches a new business I want
to understand how they made it
successful I'm obsessed I enjoy it it's
my hobby there is no work life balance
there is only syncing up your life with
your business and so I believe the first
step in starting a business is following
your passions now everybody tells you
that that's not the way to start a
business because often your passions
initially don't necessarily generate
Revenue but that's because you haven't
applied a business mindset to what you
love so I loved marketing and I started
a creative agency called fluid that
helped people come up with marketing
ideas to make their business successful
now there were many companies doing it
but not many of these people doing it
loved it like I did so I evolved my
marketing abilities pushed the
boundaries of what was possible used new
technologies like at the time Emil
marketing and direct marketing that no
one else was doing because I was
obsessed what is the latest thing and
for you the way you do it is youve got
to write down what you like doing and
got to write down what you don't like
doing what you love doing you've got to
get really good at and what you don't
like doing you've got to Outsource and
not do it the school system has taught
you the wrong thing that if you're not
good at something you need to spend more
time getting better at it that is a lie
you've got to spend more time getting
good at the thing you love to do get
obsessed by it and that's actually where
a business idea begins because once you
have figured out what you like doing the
next step is the
idea now again people will tell you that
you need to come up with an original
idea that's not true the second thing is
when it comes to an idea you can
actually combine forces with other
people so back to my example when I
launched fluid I loved marketing and I
met someone who could take my marketing
ideas and turn them into graphic
illustrations and Brilliant
presentations and abilities to help that
company in a visual way understand my
ideas idea so I teamed up with her and
created a 50/50 business partner I'll
come on to equity later in the video
that was literally the springboard to
one of the most successful companies in
Asia in this space so the key is not
coming up with an original idea and
trying to do it all on your own the key
is coming up with something you love
linked to what you do and perhaps if
there's a gap within your ability to
execute on what you love find a partner
so for example if you love writing then
write a book and maybe you need to find
a partner that can that book or find a
company that will publish that book or
get someone to help you like an agent
find someone that will publish that book
and that's where it really begins in the
idea phase it's got to link to your
passion and I'll come on to purpose
later but it's key you won't be able to
follow through and probably won't be
successful if you're not willing to do
the thing that you're doing more often
and all the time compared to other
people so you figured out what you love
doing and now you have an idea now the
idea itself can evolve from my point of
view when I started what I'm doing today
which is a platform to help you for free
the first thing I did was in fact a
podcast so the step after idea is step
one execution and execution involves
what is the first thing you can do to
make your business idea come to life and
for me in my example it was a
podcast but for you it might be a Blog
it might be a LinkedIn post it might be
setting up a social media handle and
starting to post up your photography
whatever the first step execution is do
not make it too hard for yourself in my
case sitting down interviewing people I
found interesting recording it and
putting it up would serve the purpose of
giving people mentorship in a podcast
for free which was my first step in my
mission in my recent business so all I
really did was get a microphone sit down
and record conversations now if you go
back and look at those very early
podcasts execution was not brilliant the
guests were good the execution was not
great I had a rubbish microphone I had a
rubbish camera and I slowly improved and
step one is come up with a simple
execution plan step
two in starting a business is consider
where the revenue is going to come from
now some people say you need this within
the idea phase and yes you can put it
within the idea phase but sometimes
Revenue doesn't actually make itself
clear to you start so an example if
you're a photographer and you think
you're going to make your money charging
by the hour for your photography skills
you're probably limiting yourself right
so you're probably better off initially
taking pictures of things you love and
putting them up online and seeing if
people would buy them seeing if people
would license the pictures experimenting
with Revenue models and seeing what
sticks sure maybe people will book you
by the hour but why would you start off
with a revenue model that limits
yourself so I think when building a
business the thing to really think about
is not necessarily Revenue but
experimenting with different ways to
make money from the thing that you are
doing so again when I launched fluid
most companies charge by the hour for
their marketing consultancy service we
didn't we charged by the outcome of what
we did so if we helped a company be
successful sell more product we took a
percentage of those sales now that was
not part of most companies business
models because most people start with an
idea and then they do a revenue model
and then they start famous quote is
everyone's got a plan till they get
punched in their face and the truth is
when you launch a business you just want
to keep yourself nimble like a boxer you
want to see what is going to be the best
punch combination for you to make your
business work and finally when starting
a business step three is you've got to
make sure your purpose is strong now
you've made sure that you enjoy what you
do and that's great because that's going
to help you get up in the morning but
actually I believe new businesses today
need to think about what they're going
to do to make a difference in the world
how are you going to make sure that
people want to work with you how are you
going to make sure that what you're
doing isn't just for profit because if
it's just for profit everybody that
works for you is going to want more
money everybody that's working with you
is going to want to pay you less but if
you have a purpose bigger than yourself
and identify that purpose and install it
in your business I promise you you won't
be managing people anymore one of the
biggest stresses of building a company
you won't have to manage people because
you only have to manage purpose now I'm
going to go into more depth how this all
works but a lot of what I've talked
about here already has cost you no money
you haven't had to spend any money now
even if your idea is to launch an app
that cost a million pounds to develop
start off with a service business start
off with a revenue based model that can
get you there so an example is Airbnb
when they launched they actually sold
serial boxes at conventions it was
enough to be similar to Airbnb because
some were the first accommodation Airbnb
ever sold what at conventions people go
to see Obama speak go and see different
politicians speak at these conventions
and they would rent out rooms on& later
but initially they sold serial boxes
Obama reels at this event
at these events to get to know their
customers connect to their customers
have a conversation with their customers
and make money and that is the money
they use to initially get the business
going so I will come on to other steps
later now in the video about raising
money and other ways to do this but if
you do these first few things your
business is up and running it's cost you
no money and I promise you because it
will have purpose because you like it
and because there's a revenue model
behind it you will do it it will happen
so how to win in business let's say
you've already got a company you're not
winning and you want to win or you want
to know the secret formula to winning
and having built nearly 19 companies I'm
on my 19th business now how to win in
business is actually very simple now I
mentioned earlier having purpose and you
personally being passionate about it
that's definitely going to give you an
edge because most people are not loving
what they're doing so if you are you're
already winning but there is a secret
formula to winning and that starts with
a couple of things number one delayed
gratification spelled completely wrong
get what I mean though right delay
gratification is the number one reason
that businesses win you don't rush to
charge customers for example you let
them help you succeed so the first
customer I ever got in my agency fluid I
actually did the work for free now a lot
of people say don't do the work for free
I don't agree I built up a relationship
with that customer overd delivered when
it was free and that meant once they
were happy not only did they use me
forever for the 16 years that I ran that
company they also recommended me to
everybody they felt like they were part
of my early Journey getting your
customers on side is another element of
winning but realizing that if you delay
getting gratification you will make more
money and there's so many examples of
this if you look at big businesses they
spent years making no money and then
when they had the system all in place
huge databases for example then they can
monetize and people don't wait long
enough the other thing you can do is
have a very strict moral cod with in
your business a culture culture will eat
strategy for breakfast every single time
you've got to make sure that your
culture in the company is client Centric
a good example of this is Amazon I'm
just saying that they do actually focus
on their customers as a culture and I
think that a lot of people are too busy
for example thinking about how they can
get money out of their customer and not
thinking how they can bring value and if
you want to win bring value you want
loyalty bring value value you want them
to follow you promote you share you on
their stories care about you talk about
you when you're not in the room then
show them some love it sounds simple but
people don't do it because they're too
busy not waiting for the payoff and too
busy not installing a culture of
patience a culture of caring about your
customer and then the final
thing is luck now luck is not a
subjective thing luck I have discovered
is hackable and you can hack luck three
ways first be persistent and what I
mentioned earlier about purpose and
loving what you do will help you be
persistent you have to outlast other
people when I launched my company fluid
in Hong Kong I had so many competitors
but slowly but surely they all shut down
went bankrupt they didn't care like I
did and I think that whole luck thing is
about persistence that's number one
number two in hacking luck is know your
destination what what is success for you
what will make you happy what do you
want big company small company and by
the way a big company is much easier to
run than a small company aim for a big
company is my recommendation but that's
my opinion it might not work for you so
I suggest you to find success for
yourself today success for me is having
the time to take my son to school and be
able to pick him up is having time to do
the exercise I want to do that's how I
define success so I never sell hours and
we'll come to that in a little little
bit why you should never sell hours but
luck is hackable you have to be
persistent you have to know your
destination and finally you have to
learn to take risk be careful with
sayings out there trying to trick you
into options that are not true so the
worst one is the harder you work the
luckier you get that is not true that is
a lie a lie designed to make you work
hard if it was true every nurse in this
country would be a millionaire it is not
true that working hard equals success
what equals success is taking risk you
have to learn to take risk lean into
fear learn to love fear embrace it and
then you can take more risk and the more
risk you take the luckier you get learn
to build culture into your businesses
about the long term and learn to hack
luck you will win the secret to it all
is learning to accept that you could
lose everything and it doesn't matter
you've got to be willing to risk it all
take a chance and go for it do not rush
do not see this as anything but a
marathon it's not a Sprint enjoy the
journey don't rush no one can beat you
if you do it so delay gratification is
key Brands like Facebook and Instagram
although I'm not a fan necessarily of
these platforms they personify this
concept they did build massive massive
user bases but they didn't monetized
them at the beginning they waited they
just kept building value in their
platforms for the users and more people
kept signing up and they didn't actually
monetize for a very long time I think
Facebook was near 10 years before it
started making money and although I'm
not suggesting you wait 10 years and
those companies have different
investment structures which we'll talk
about a bit later it is important to
understand how important this is to
building a successful long-term business
do not think about making money straight
up build a brand not a business and
those businesses like Facebook and
Instagram they waited a decade before
they started monetizing and as soon as
as they started monetizing Facebook in
particular it started to decline as a
brand less people liked it too many ads
on the screen too many annoying buttons
that didn't have any relevance to them
because they were suddenly trying to
make their client happy The Advertiser
and no longer focused on the user in the
same way so be careful but that is how
you build massive economic modes people
like Google similar at the beginning no
Revenue YouTube at the beginning no
Revenue focus on building something that
has value for people delayed
gratification is one of the secet
weapons in building a sustainable large
and successful business that you love
next up how to lose it might sound like
a strange title but it's the number one
thing I've noticed that people don't
learn to do that doesn't allow them to
be successful this all stems back
probably to school where you were told
that success was getting an a it's not
success is actually accepting failure
learning to bounce back from failure
embracing failure having learnings from
the businesses that I have been in
involved in that have failed have
allowed me to be successful I guarantee
you if I hadn't lost a million pounds on
doming comic book business I wouldn't be
rich or successful today I needed to
learn how to fail I needed to accept
losing it's key and so how do you build
the stamina and the ability to lose the
first thing you realize number one don't
let things own
own
you if you let things own you you are
controlled by the very thing that's
meant to bring you pleasure you have to
learn to lose those things and not care
about those things the second thing to
lose you need to
ego go now ego is actually a very
powerful motivator and there are
different types of ego the ego I'm
talking about here is driving around in
the right car to give an image to people
that don't care about you that you are
successful do not worry about this learn
to enjoy looking like you're a loser let
people underestimate you it is so
powerful to be underestimated by your
competition even by your customers
because if they think you can't deliver
and you do then brilliant do not worry
about losing learn to be a d student
love to fail that's why 80% of a
students end up working for D students
because a students are scared to lose
they don't want to lose they always want
to get an A they always want to be seen
as the smartest person in the room don't
worry about it learn to lose learn to
embrace getting a d getting a D in
your
time don't let someone else decide
whether or not your success or not do
not let anybody else tell you how to do
things and ironically power up your ego
in a different way an internal ego that
tells you you're not a loser you know
where you're going no matter what people
judge you based on the car that you're
driving or where you're living or what
you do with your day don't let them
decide that you're a loser let them
think what whatever they want learn to
love losing learn to embrace failure I
promise you if you think that the worst
is if you try something and you lose
everything it doesn't matter you can go
again you will succeed I guarantee it
next up I want to teach you something
practical how to do a mind map so many
people teach you in business to do a
business plan forget that there is
no use for a business plan what you want
to do is map out where your business
could go how it could go and understand
the different directions in which to
take your business and I'm going to go
through how to do a mind map next now I
have never seen anyone teach anybody how
to do a mind map and the reason I think
that no one teaches this is because
there's no template to sell you there's
no product to sell you around a business
plan has a million ways to make money
out of you and none of it works these
business plan things actually kill
companies I've seen people who have
massive business plans stick to it and
die a my map however will cost you
nothing to do and actually leaves you
Nimble and free to explore where the
business can go and it's so simple it
starts in the Middle with your
hobby whatever that is what you love to
do second part of a mind map is the
business I can't spell but don't judge
me for that luckily I know I'm doing a
business what is the business so what is
your hobby what do you love to do and
ideally it now links to the business now
with the business and I'm going to use
my company as an example hopefully it
translates into what maybe your idea is
but in my business which
Humanity the name probably gives it away
what we want to do we want people to be
free to do what they love So within free
Humanity this is what I did when I first
started the business four years ago I
looked at different ways that I can make
the business work so off here I wrote
podcast right actually as I mentioned
earlier this is one of the first things
I actually did so from a podcast what
comes off it well I build a
network right I'm now doing a mind map
of something I actually have already
done to illustrate how mind Map works
when you're building out a business of
value so one of the benefits of doing a
podcast was a network in my case I
managed to interview over 200 of the
world's most successful entrepreneurs
which are now part of my life and help
me with what I'm doing help you on help
bank.com that was one of my I and it was
on my my map Network the second thing was
was
Brands I realized if I did a podcast I
could probably make revenue from Brands
now with a my map you can get bigger and
bigger and bigger with my maps there's
no there's no stopping how big a my map
can get just like your brain is infinite
in its ability to think mind map is also
infinite and when I wrote the original
mind map out for my business I thought
Brands and then I started listing them
so in my case
GoDaddy uh tide banking
Adobe these were brands that I felt were
a fit with what I wanted to do give
people the ability to start their own
business be free do what they love so I
listed out all the brands that I could
work with I also listed in my original
mind map and I didn't do it at the
beginning but it ended up becoming part
of what I did was an
app and an app that would focus on free
help for people
now at the time I didn't have the name
that I now have which is help bank.com
but I knew that I needed to build a
scalable way of giving people knowledge
now what I didn't know back then that I
know now quick bit of insight is that
app is overused as a word it's actually
not an app that you need to build at the
beginning for most platforms you need to
build a web-based platform why well if
you build an app you have to go in the
app store or in the Google Play Store
you get restricted by one of those two
locations so people that have a Samsung
phone access the Apple Store to download
your app why would you when you launch
something restrict people from getting
access to it plus if it's web based
people can just log in straight from a
web browser any web browser that aside I
realized in my early days I needed to do
an app and from that I would do free
help and from that I would be able to
connect the network that I built in the
podcast to the free help the people that
I had interviewed in the podcast the
knowledge that I was capturing in their
case I could connect now that Network
being built via the podcast to the help
on the platform this is how it's
actually played out the next thing I I
spent time thinking about was
team and on a my map I thought about who
I actually need now because I knew I was
going to do a podcast I knew that I
needed an
editor but I also know my weaknesses so
I know I need an accountant someone
that's going to take care of the admin
these are things that I don't enjoy
doing so I I know what to do but I also
realized with the network that I build
through the podcast that I could have
Partners so it's not just employees but
Partners I could link to the team again
working with the people that I'd spoken
to on the podcast I could connect them
people that were going to work on the
app I could connect them although
they're not necessarily on my payroll
they are people that perhaps are
connected to my mission want to help
people and they can become part of my
extended team now within the team
structure I can also start thinking
about things like if I have an editor
maybe that editor hires editors or I
hire editors but you can start breaking
down what you actually need within your
team right now as a mind map you start
in my opinion with what your hobbies are
what you enjoy doing you're then
building a business around it and then
you're thinking about different things
that this business is going to need now
one of the things that I uh spent a lot
of time thinking about that I haven't
yet done but will be coming soon in my
platform was what else I could do that
would scale the business give it what it
needed resource-wise without necessarily
me being involved in it and at that time
back four years ago the word was
merchandising so I wrote down
merchandising now I think it's actually
evolved now it's beyond merchandising
but um from that I wrote down of course
what everyone was doing four years ago
t-shirts and caps that sort of stuff
right stuff that you know maybe the word
free Humanity would look pretty cool on
and I thought about in those days uh
things like like sweets and products
that perhaps we could
launch and I wrote down basically any
way merchandise wise we could make money
now what's interesting is I'm about to
launch a sweet brand called bus's it's
taken four years to get to this part of
the my map but it was on there it was
always on there and ironically when I
was building team if anyone said to me
when I was interviewing them they had
some experience with sweet business I
made a know and kept them as someone
maybe could help us in the future same
with merchandising anytime I spoke to
anybody that was perhaps looking at
starting a t-shirt brand or working on
Building Product I'd see if perhaps they
want it to work be in the future because
once you know in your mindmap one of the
things that's going to come up in the
future you can look out as you're
building other things for the very thing
that's going to help make that happen so
this is a my map is is literally mapping
out all the different things and
different ways that your business can go
it's fun it's simple there's no template
you can download and pay someone for you
don't need it and the beautiful thing
about a mind map is you're not fixed you
can start adding Bubbles and adding
things as things evolve as people and
the world change you can start adding
things and adding connecting the
different dots between parts of your
business something a 20page document
will never let you do because it's too
linear so that's a mind map I hope it's
a useful practical tool for you going
forward how to find purpose now this
word purpose might sound woooo they
don't teach you it at school in my
opinion for a reason because if you
understand purpose you're very unlikely
to work for someone else purpose is a
very personal thing you can find other
people with purpose you can find your
tribe you can be free but finding
purpose is not an easy thing and it's
not something you've been given any of
the tools in which to make happen so
what is the first step in finding
purpose and it's a very obvious step
that people do not to you think about
it now the problem is if you say you're
thinking about purpose people might
laugh at you other people try to throw
silly jokes out there like 49 and
they'll throw you off or purpose will
get so complicated in your head because
you've not really thought about it
before you'll give up and go back to
your old ways you need to think about
purpose what is your purpose we used to
live in tribes of 5,000 and we used to
work on a method called give without
take not give and take we used to help
each other because it would make our
tribe better not because we'd make money
from it you ask me for help I will give
it to you for free the world will be a
better place I get better at giving you
that help for free I'd become an expert
at giving that help for free eventually
when I'm not in the room people will
talk about me and what I do because I
become so good at helping people but I
think today that doesn't fit The
Narrative of working at a call center
and piing up the phone and doing what
you're told in a factory that Henry Ford
created so when the school system was
developed the word purpose wasn't
included in any of it they asked the
wrong question of you what are you going
to do when you grow up is what schools
say that's not the right question what
you should be asked is what problem are
you going to solve so the second step in
thinking about and finding hopefully
purpose is what
problem
matters to
you now at first nothing might spring to
mind if something has jumped into your
mind then great in a minute I'm going to
explain how you action that but if it
hasn't jumped into your mind start
thinking about what problems have
actually affected you big or small now
it can be really simple like the banks
aren't open early enough for you or the
swimming pool you wanted to go to
doesn't let you swim the time you want
it might sound silly but you start
thinking about problems that bother you
and your brain wakes up the entrepreneur
muscle in your brain that helps you
figure out how to solve that problem now
it might be that the bank's not opening
on time isn't a problem you're going to
solve but if your brain starts thinking
about that problem and how it can solve
it you might begin to understand how to
find purpose the third thing you can do
is start breaking down how to make your
life and that purpose match now
matching what you do in your day and
your actual purpose is often easier than
you think I've met hundreds and hundreds
of people who tell me what their dream
is and it turns out that their dream is
often just 3% % difference from their
existing life you know between
chimpanzees and humans only 3%
difference in the DNA and often for
example I met someone that wants to do
their own catering business they're
working in someone else's catering
business they're just missing this video
in their life to figure out how to turn
what they feel is their purpose to make
cakes for someone and make them smile
and own that business into that business
they're just missing knowledge they're
also not realizing that actually their
purpose is nearly there in fact I would
argue that the system sometimes wants
you to feel like you're getting a enough
satisfaction that you don't need to make
a change so in other words if you are
working for someone else baking cakes
even if they're not using the
ingredients you would use or they don't
care about the customer the same way
that you do at least you are baking but
you got to break free from this thinking
you've got to realize that if you're
going to do your purpose you have to
learn what I said earlier take risk but
most importantly to truly know yourself
I once interviewed a billionaire on my
podcast and I asked him how did you
build your intuition and he said to me I
used to go on asked my mom or my dad a
question when I was young and they both
used to say to me you know the answer
you know it never gave him the answers
so he had to go away and figure out the
answers for himself and that in itself
is the point I'm trying to make here you
have a purpose yes I can help you get
there but you need to ask yourself what
is that purpose how are you going to
make it happen how you going to get
there and you do it by thinking about it
asking yourself not what you're going to
do when you grow up but what problem you
want to solve and then matching your
life to that problem the final thing
I'll say you don't have to do this thing
on your own let's say you care about
climate change and I would just say we
don't need to save the planet we need to
save humans when the humans are gone the
planet will be fine but let's just say
you care about saving the planet you can
go and work with other people doing
something in this space the only thing I
would say to you is make sure you ask
for Equity wherever you work I'll come
to that a bit later how you do that and
why you should do that but that can be
still a way for you to have the life you
want you can find your purpose and then
go work with someone that's actually
doing it so in my organization behind
the camera right now there a whole group
of people talented people that care
about the same thing as me so they can
go off and help help people in their own
way like they want to or we can come
together as a team and solve the problem
together that people don't have the
knowledge they need to do what they love
what I have noticed is that once you
find your purpose and this is what you
need to be careful of is that you don't
think that it's such a big purpose like
solving the world's problems that you
don't do it you can team up with other
people to do it and I will tell you 1 +
1 equal
11 remember that once you know your
purpose you can seek out people and
communities and old days tribes to help
you go and fix this problem with other
people but if you don't know what that
purpose is you won't do this and you
will get stuck working on someone else's
purpose someone else's Destiny and I
promise you it's harder to work for
someone else than work for yourself
despite what you have been told how to
find a co-founder now if you're someone
that likes to work alone you can p skip
this bit but I would say to you before
you do make sure you understand the
power of a co-founder sometimes we get
caught in our own ignorance bubble we
think we know what we know but you don't
know what you don't know so be cautious
before you skip this section you're
absolutely sure that a co-founder cannot
bring you value I will tell you first
out why a co-founder bring you value
it's a bit like if you get a gym
membership you probably don't go to the
gym but if you have a buddy who goes to
the gym every morning you often have
accountability and you go for me that's
one of the number one reasons I love
having a co-founder now there is a
counterargument to having a co-founder
you'll hear from many people which is
well why would you give up 50% of your
company to have a co-founder I
personally would rather have 50% of a
business I enjoy that's successful than
100% of a nightmare and a failure and I
honestly think think with all my heart
that if you get a co-founder your life
is better how do you get a co-founder
and what should you look out for is
something I'm now going to cover but I
want to to say you have to think
carefully about the equity structure and
later in this video I'm going to talk
about equity and it's going to be
important it's going to connect back to
this but for now I'm just going to talk
in this bit about how to get a
co-founder now the first step is to
identify what I said earlier which is
what do you love to
do and what do you hate to do be honest
be clear hate and love right hate and
love now once you've identified what you
hate to do and what you love to do you
can identify what is the perfect
perfect
co-founder because you want
someone that has the opposite skill to
you but and this is very important when
looking for a co-founder I'm going to
put it as number two has the
code this process of finding a
co-founder is pretty much the process of
probably finding a partner in life
you're going to spend a lot of time with
this person this person is going to
become literally your business life
partner and if you do it right it is for
life like I have in business done
businesses with people and even when
I've sold that company I've done another
business with them if you get it right
it is a lifelong partnership and so you
want to make sure you're honest and
clear about what you hate doing and what
you love doing so that the person comes
in and works of you one doesn't question
you Crossover with you lets you run your
area and gives you respect equally you
have the same with what they do you
write down exactly in
detail what this person looks
like and I would go as far as to say you
write down what how tall they are what
they look like how they speak their
background where they're from everything
you can possibly think of just as if
you're picking a partner in life what
what is it you're looking for write down
every detail the reason I say the more
detailed you are with it the more likely
you are to manifest it you aren't going
to be looking out for something unless
you make it very clear what you're
looking for I mean it's the red car
Theory right if I suddenly tell you the
words red car you're probably going to
see a lot of red cars but if I don't
mention red cars you probably haven't
seen one at all today you have to list
out what you want so you've identified
what you love doing and what you don't
love doing you've identified your own
moral code and a moral code I'm can go
into it a little bit more it's quite a
complicated thing but there is one quick
hack on this I can give you whenever I'm
trying to find out whether or not
someone's good I don't care about money
I care about reputation so I don't want
to accidentally end up working with
someone that all they really care about
is money and I have this test to check I
will say to them what if from this day
until you're 70 so let's say you're 30
now in the next 40 years you'll have the
most amazing life three houses one in
New York one in Hong Kong one in London
anywhere you go people will love you
private jets everything you need for the
next 40 years that's your life and in 40
years time however there is a catch
you'll get to 70 and then everyone will
find out that you're a financial fraud
that you tricked people to get here and
that your life generally will be very
different people will look at you
differently maybe then you'll die and
maybe it doesn't matter but that's your
life do you want to take the deal I'm
surprised how many people say yes I
would say 50/50 people say yes they take
that deal they'll have 40 Years of a
good life for a bad reputation at the
end be careful what people like like
that is what happens in my brain right
because that is the murof story that is
what murof did his son's committed
suicide his name is in the dirt no one
ever wants to hear that name again in
their life and a lot of people were hurt
so I use open questions and philosophy
to figure out whether or not it's
someone I want to work with and you
should do it too because you don't want
to be in partnership with someone that
doesn't care in the same way that you
care I'm not here to judge what is right
and what is wrong I'm here to tell you
how you can check that what's right for
you aligns in your business in your
culture of your business and more
importantly in your day-to-day personal
life so you've identified what you love
and what you don't love you've checked
the mobile code in every way you can or
the person you want you've Drawn Lines
in the sand what you're not willing to
do and you know what this person looks
like the final thing is post
it now post it is very simple you start
telling people you're looking for this
person you post it on LinkedIn you post
it everywhere you ask people you make it
clear this is what you're looking for
you look out for it in cafes when you're
out having dinner when you're at the
supermarket you look out for this person
because they're out there you just have
to have your eyes wide open of course
you can go on help bank.com and ask
people if they know someone like this
you can use the tools around you to get
what you need but ultimately you've now
set yourself up with every chance of
finding a co-founder now you're going to
have to sort out the equity structure
and get that right I'm going to come to
that in a minute but that is how you
find a co-founder and in my opinion it's
one of the most powerful things you can
do to ensure success in your business
next up how to sell now anybody can sell
it's a system it's a philosophy and
anyone can do it I don't care your
background you can be an introvert you
can still sell and understand the
systems of selling and if you are
presently selling I promise you you are
missing a few tricks I'm going to try
and help you with now first up how to
sell it's not what you have been taught
it is not here's my product this is how
much it is and this is what it does the
first thing in sales that you need to
learn and the number one thing I learned
through the hard way of doing it is sell
steak so what does that mean well let's
pick one of the best products ever sold
Apple products Steve Jobs used to always
set up events where he'd invite 3,500
people into a room all the right Tech
reporters all the right people and he
would then present to them the sizzle he
would not say here's a phone with an
Intel processor that has this and has
that he would talk about how this
product was for the game changers for
those that wanted to do things
differently for the creative types he
was very specific about what the sizzle
is he didn't sell the steak now in that
process of selling there's a couple of
other lessons that Steve Job teaches us
of course he doesn't sell to Millions
through social media he picks a
community 3,500 people in a room he
sells to them he connects to them he
talks to them and they go and talk to
the rest of the world getting someone on
your side selling for you is one of the
most powerful ways to sell the number
one salesperson in my last company was
my accountant why cuz I gave her the
tools to sell I told her what we did and
how we did it I showed her the sizzle
through the numbers we helped clients be
more successful we helped businesses
starve off Bank bankruptcy we made sure
companies did well and she was proud of
that she would sell the sizzle she'd sit
with her other CFO friends at lunch and
she'd say we saved a company from going
bankrupt we made one company an extra
million pounds a month they didn't
expect she would tell people the outcome
she wouldn't say oh I work for fluid and
we have marketing ideas that's not
exciting she talked about the results
she talked about the philosophy the
sizzle the second element of learning to
sell is understand the process of
selling so many people don't so many
people start on what I call the third
step and you need to do two steps first
before you ever start implementing the
third step in sales so the first step in
any sales is understand your customer
now it sounds so obvious and I'm shocked
how many people don't do it I often get
emails that say dear John or they say
dear Simon I really love what you're
doing X and they haven't actually
research what I'm really doing however
when someone sends me something and
understands what I'm doing it's clear on
how they can bring value to me I sit up
and I listen and that is the number one
thing that people don't do in the first
step of sales enough research they do
not spend enough time understanding if
the person they're talking to actually
needs them they spend way too much time
selling to people that don't actually
need what they got to sell don't waste
your time with people that don't need
what you've got focus on the people that
do need what you've got
first step is do they
they
need you get to know them the second
step in this three-step process to get
any sales done is understand the person
you're working with in the context of do
them this element of sales is so
powerful if you can have a a real
connection with a person you're selling
to a genuine connection not a fake
connection it is something that will
help you get through all sorts of
difficult times in that relationship you
need to like each other you need to
genuinely like each other and if you
meet someone who needs what you need but
they don't like you and you don't like
them one the sale probably won't go
ahead but even worse the sale might go
ahead then you'll be working with
someone that doesn't like you and you
don't like them if they're rude they're
abrupt you go out for dinner they're
rude to the waiter if it doesn't appeal
to you drop them do not work with these
people it might be hard you might want
the revenue but I promise you you will
not build a business that will last if
you sell to the wrong people so first
step do they need you do you need them
Second Step do they like you do you like
them if you do these two things well the
final step and let's call it the
deal it will happen because are they
like you and they need you they will
work with you to make a deal happen I
have done enormous deals every single
time in my career I've done the first
two steps right it's no problem in fact
I have said how much I would like for
say example a contract and that client's
come back to me and given me even more
told me the budget giv me insight into
how to make sure we get the work so it's
so important not just go in there cold
with what you've got to sell but go in
there understanding the person and
making sure it lasts if you follow these
three steps I promise you you'll get
every single sale done now there's one
more final thing I want to tell tell you
about sales you've got to think long
term there was a study done by Harvard
they analyzed the best sales people in
the world and the top 50 salese in the
world would on average approach someone
to get a deal done five times they would
send them an email for example and then
a few weeks later they'd send them a
follow-up email and then maybe they'd
send them a brocher or contact them
through social media they would
basically contact maximum of five times
before they would actually consider that
lead dead and that was their mistake and
we're talking about the leading sales
people but the top 1% of sales people
which it turns out I am one of these
people I didn't know it at the time I
now know it looking at the research the
top 1% of salespeople do something very
different when I started fluid I wrote
down all 50 companies I wanted to work
with in the building of this business
and there were big names on there and
from day one I built a system to reach
out to them by hooker by Crook in some
way every single month for example at
Christmas I would wish them a merry
Christmas send them a card Chinese New
Year I'd send them something when I
learned something about their industry
that I thought could be useful to them
bit of research I would send it to them
I would always make sure every single
month I made contact with them in some
way not to sell necessarily but to build
a relationship to get to know what their
needs were in some cases I got those
clients quite quick but in the majority
of the businesses it took me for example
9 years to get some of those companies
on board every single month for n years
I would approach those companies and
that's the secret to it it's a long game
you have to apply yourself build a
system in sales that lasts it cannot be
one email they don't reply or they one
email and they say no you've got to keep
staying in contact with them building
things like email lists are still very
powerful it know it's not as cool these
days as being popular on Tik Tok but I
promise you having an email list where
you can contact that person regularly
keep an update of what you're doing keep
up todate what they're doing will ensure
a sale at some point in the future as
long as you're politely persistent I
promise you you follow these rules in
sales your life will change I will add
in sales people don't bring their
personality into the mix enough you've
got to be yourself be honest be
authentic in sales it's not about
selling someone a car that doesn't work
that is that is how people are
projecting what sales looks like sales
is about selling someone a car they
actually need I have seen in my own life
when I've gone to buy a car the best Sal
salespeople tell me you don't want this
car you want that car in another
showroom where they don't get the
commission I've actually had that happen
and when I saw that happen I hired that
person because that person is thinking
longterm they're not trying to sell me a
car to make the commission they're
building a relationship with me and that
is what you need to do to be successful
in sales next up how to Market this is a
deep subject but I'm going to try and
give you all the knowledge I've gained
in decades of building some of the most
complicated marketing structures there
is now marketing is one of the most
important pieces in making a business
work and I when I think about this
subject it's so complicated I honestly
think because I know everything about
this subject it's like rocket science I
will start off perhaps by teaching you
that in marketing 50% of what you spend
will probably be be wasted so if you've
got a million views but the wrong views
it's wasted so marketing is about really
experimenting now I mentioned earlier
when I'm talking about sales sell the
sizzle not the steak of course that
applies in marketing too but marketing
is actually about connecting with people
over time the biggest example is
branding if you get The Branding right
people will resonate you're probably a
victim of this you would rather buy an
Apple than an of a brand right you've
become a victim of good marketing and
when for example the iPod launched
product people all thought the product
did the selling it was such a good
product that's why it did so well no
when they launched the iPod they spent
more money marketing that product than
any company had ever spent on marketing
a product ever marketing is not one
thing marketing is a complex structure
combining PR brand messaging
product Market fit if you don't know
product Market fit I can cover this
later but basically you've got to make
sure that the people you're talking to
will resonate to the product that you're
selling or the service that you're
selling Marketing in my opinion is
thing it's understanding who your customer
customer
is now often in business build you'll
see businesses focus on niches to start
with now it doesn't have to stay in that
Niche but it's a great place to start so
Facebook for example it started off in
universities and by connecting people in
universities of course now it became
connected everybody all over the world
but they understood their customer they
knew what that customer was looking for
and in the early days of Facebook they
put a feature on there called
single or or available I can't remember
the exact terminology but they they
basically created a feature that let you
know if that person was in a
relationship or not and that was
designed to help the University students
understand the Dynamics between their
fellow University students and so they
knew their Market audience and they then
marketed that feature people would then
go around saying did you see Sarah she's
suddenly single and that would be the
marketing for their product they built a
tool in the platform that became what
people spoke about that created the
marketing for you and in my opinion
that's the Holy Grail of marketing and
this brings me on to point two I call
philosophy so the best way to me the
best way for me to teach you this is to
tell you what I have recently done so
weirdly a few months ago a staircase
came up for sale in London it's the
first time a staircase had ever been for
sale in London it's ridiculous and I
heard it on the news that this staircase
was for sale and I told my brain in
instantly we going to buy it now I
didn't have an exact plan of what I was
going to do with the staircase but what
I knew was that staircase symbolized
something for my business which was step
by step you can get anywhere you want
but also I knew I could news Jack that
staircase was a sensation people didn't
know why someone was selling a staircase
and 2 days after hearing it on the news
I owned it I spent £26,000 buying it at
auction and then we did a couple of
clever things that hopefully symbolize
how marketing works first up as soon as
we bought the staircase the news
channels that had reported it was for
sale jumped on us I knew they would and
they wanted to know why we had bought a
staircase and that gave us an
opportunity to get on the front page of
the New York Times on the front page of
the BBC in every single newspaper around
the world millions of us worth of
coverage for our platform because we
bought a staircase it doesn't seem
relevant but doing these Wild Things
these crazy things can actually make a
huge difference one of the things that I
always loved in marketing was when flash
mobs were a thing and what happened was
suddenly You' get a whole shopping mall
people would start dancing and everyone
would wonder what it was right that is
brilliant marketing now it might not
sell your product exactly in that exact
moment but over time it allows you to
have a reach and expansion and
uniqueness to you that will help you
stand out because that's what it's about
it's about standing out so by buying the
staircase we then evolved it we got all
this PR millions of dollars worth of
free PR for a staircase then we put a
doorbell at the bottom of that staircase
and we said if you've got a dream press
a button we'll then upload your dream to
our 4 million following and get you free
exposure well that was what the Press
needed to do a follow-up story on it
once you bought the staircase what did
you do with it that they wrote All about
that but also we built a whole new way
of helping people on the back of
staircase that was for sale I knew it
symbolized helping people step by step
and then the final step in marketing we
all need Partners marketing isn't about
promoting something on your own we don't
want to get a partner like ring doorbell
or Amazon who own ring doorbell on board
to sponsor the doorbell to sponsor the
staircase to help us reach even more
people and then suddenly they pay for
our marketing and so marketing isn't a
standalone thing marketing isn't a a
non-living organ GC product you have to
see it as living you have to see it as
evolving and you have to see it as
something that you do that pushes the
envelope now marketing is connected to
sales if you have a sales team in a way
when they ring someone up how they speak
to someone how they treat someone that
is also marketing that's brand marketing
however that person receives your phone
call receives your your in interaction
with them will affect your brand and
that is marketing Nike for example how
do they do marketing well they endorse
the very best athletes in the world of
course in some cases they make shoes
with those very successful athletes
they're aligning themselves up with
these people that are incredibly
successful what does Apple do Apple
links to creative people so therefore
everybody wants to have some sort of
creativity in their life Beauty in their
life so they buy a product they think is
for the creative people right IBM
notebook was a better product but people
didn't want that I didn't symbolize
something cool and sexy and creativity
so I think marketing is about again some
like similar to sales selling the sizzle
but it's also about understanding who
your customer is how to reach that Niche
and then how to work with that Niche to
expand into the wider world if you want
to scale it's the staircase method
what's your staircase what's going to
make you stand out how can you evolve
that thing that makes you stand out and
go even further number three is
systems when you're doing marketing it
is such an overwhelming thing there's so
many different ways you can do it you
can do email
marketing you can do social
media you can do PR you can do
branding you can do
events I mean the list never ends so how
do you decide which one to do well first
of all whatever you do you've got to
build a system to do it so if it is
email marketing then you have a good
data collection system you have a good
data management system and then you have
a good way of pushing out the the
content to that database and whatever
one of these things you do if you do all
of them or you do one of them do them
well do not do all of them and Order of
them badly I see so many people with on
their website Twitter and Facebook and
Instagram links and then you li click
through to them and they're dead you're
better off doing one well now I think
marketing is something where you should
spread your bet you want to do many
different ways what I call entrances
into your business you want to do many
of them as many of them as you can but
do not over stretch yourself it's better
to do one platform on social media
really well than try and spread yourself
th but if you set up a system for doing
your social media there is a chance you
could do all of them well with the same
amount of resources doing one of them
well so for example on my social media I
have one core video and then we edit it
inapp for each of the channels so we
don't have to record separate videos for
each of the channels but we do inapp
edit them so they're actually tailored
to that particular platform's nuances be
it their font or their image so you can
actually set up a system to do all of
these marketing things but the key of
course is not only just systems but
making sure you pick what works for you
now when it comes to marketing one of
the big mistakes I see people get taught
is marketing is about having the
staircase only it's not about having the
staircase only it is about applying what
you like to do as a founder or maybe
what your team likes to do into your
marketing strategy as an example if you
don't like talking on camera that's not
your thing as long as you're not hiding
away from learning something new and you
genuinely don't like to do it but for
example you love to write then doing an
email marketing strategy is probably
right for you posting on LinkedIn is
probably the correct platform for you
sure you'll hear people talking about
how good Tik Tok is and how Ben much
benefit they' got from it but it doesn't
work for you it's not sustainable for
you it's not something you're going to
enjoy and marketing is something fun
this is something I want you to take
away no one talks about it but marketing
is meant to be fun I took my son to buy
that staircase we had a laugh once we
got the staircase we had a laugh
cleaning it up we had a laugh putting a
blimp on top of it we had a laugh
putting a doorbell on the front of it we
enjoyed the whole bloody thing and if
you don't enjoy it what's the point
marketing is about enjoying it that's
why I see brands do well I give you an
example face uh Starbucks Marketing in
the early days was two things first they
would take good Lo locations sometimes
quite close to each other so instead of
getting a billboard advertising
Starbucks they'd open up another
Starbucks and even if it was loss making
as long as it wasn't more expensive in
its loss than a billboard they were
better off having a store then people
could have the experience they never did
any Billboards it's changed now and I
would argue it's not as good a brand
anymore but they opened up locations
that was one of their marketing
strategies the second thing that they
did that was really clever is they
looked after their staff which sounds
really obvious doesn't it but they did
they talk about their staff as partners the Baristas are Partners in some
the Baristas are Partners in some respects the internal training manual
respects the internal training manual talked about their Baristas as the
talked about their Baristas as the customer and and and it worked in the
customer and and and it worked in the early days of Starbucks to say what you
early days of Starbucks to say what you like about them today but in the early
like about them today but in the early days of Starbucks when I used to walk in
days of Starbucks when I used to walk in there a barista would know my name
there a barista would know my name they'd know what drink I wanted and they
they'd know what drink I wanted and they were just working for Starbucks but they
were just working for Starbucks but they cared because they were looked after
cared because they were looked after they were given medical care for example
they were given medical care for example they were given full-time Medical Care
they were given full-time Medical Care even if they need even if they were
even if they need even if they were part-time staff they were given
part-time staff they were given insurance and looked after and they were
insurance and looked after and they were given days off if they didn't feel very
given days off if they didn't feel very well they were looked after and I and
well they were looked after and I and and I think that this is also part of
and I think that this is also part of marketing it might not sound it but if
marketing it might not sound it but if your people don't represent you then
your people don't represent you then good luck making everything else
good luck making everything else represent you because those people will
represent you because those people will create all the things that represent you
create all the things that represent you so do include fun into your business do
so do include fun into your business do look at the nuances of your business and
look at the nuances of your business and figure out what is going to be your
figure out what is going to be your staircase and ultimately apply your
staircase and ultimately apply your marketing love
marketing love to something that's sustainable that's
to something that's sustainable that's going to be enjoyable that's going to be
going to be enjoyable that's going to be able to actually deliver the very thing
able to actually deliver the very thing that you want to deliver which I think
that you want to deliver which I think should always be the promise of a better
should always be the promise of a better future for your customers next up how to
future for your customers next up how to PR your business now some of these
PR your business now some of these things are interconnected and sales and
things are interconnected and sales and marketing all connect to how to get PR
marketing all connect to how to get PR but I'm going to give you some hacks and
but I'm going to give you some hacks and some insights in how PR works and it is
some insights in how PR works and it is quite a complicated subject but but it's
quite a complicated subject but but it's something if you get right can be a game
something if you get right can be a game changer for your business now first up
changer for your business now first up I'll say getting PR has to be very
I'll say getting PR has to be very targeted I know plenty of people that
targeted I know plenty of people that have got PR for the money they've raised
have got PR for the money they've raised in their company and it will go out to
in their company and it will go out to platforms like Tech crunch it will make
platforms like Tech crunch it will make them feel good but it had no impact on
them feel good but it had no impact on their business other than to make them
their business other than to make them feel good which is fine I guess but I do
feel good which is fine I guess but I do think PR should be more strategic I'd
think PR should be more strategic I'd rather spend time reaching the press and
rather spend time reaching the press and actually getting a tangible result and
actually getting a tangible result and not just playing to Eco so recently for
not just playing to Eco so recently for example I was featured on the BBC news
example I was featured on the BBC news they talked about what we were doing at
they talked about what we were doing at the doorbell where people could pitch
the doorbell where people could pitch their dreams and this led to hundreds of
their dreams and this led to hundreds of people finding out about it going to our
people finding out about it going to our staircase pitching their dream and
staircase pitching their dream and helping them make their dream happen now
helping them make their dream happen now that in my opinion is targeted marketing
that in my opinion is targeted marketing equally I have done recently an article
equally I have done recently an article in a Business Journal that got zero
in a Business Journal that got zero reaction now I was proud to be in the
reaction now I was proud to be in the Business Journal and I don't want to say
Business Journal and I don't want to say which one it is so I don't insult them
which one it is so I don't insult them but ultimately it actually led to no
but ultimately it actually led to no value as far as what I want to do which
value as far as what I want to do which is help people do what they love and
is help people do what they love and make sure people know there's a service
make sure people know there's a service out there for free to help them do what
out there for free to help them do what they love so PR is very important to be
they love so PR is very important to be targeted and so I'll write that down
targeted and so I'll write that down first now targeting can also be
first now targeting can also be subjective because a bit like marketing
subjective because a bit like marketing itself and sales of course sometimes you
itself and sales of course sometimes you do need to cast The Net wide and get as
do need to cast The Net wide and get as much coverage as you can but if you do
much coverage as you can but if you do start to Target your actual needs it's
start to Target your actual needs it's much easier to get PR I give you example
much easier to get PR I give you example if for example you want to let people
if for example you want to let people know that you are now selling cherries
know that you are now selling cherries on the side of the street the best thing
on the side of the street the best thing to do is get some PR in the local area
to do is get some PR in the local area that you live now as much as it might be
that you live now as much as it might be nice to so You' started a Cherry Farm
nice to so You' started a Cherry Farm selling cherries on the side of the
selling cherries on the side of the street to make that farm work probably
street to make that farm work probably could get you in a mainstream News
could get you in a mainstream News Channel it won't necessarily lead to
Channel it won't necessarily lead to sales in the location in which you sell
sales in the location in which you sell those cherries so targeting and
those cherries so targeting and understanding exactly who you're trying
understanding exactly who you're trying to reach is actually the key and it's
to reach is actually the key and it's more likely that if you are selling
more likely that if you are selling cherries in East Sussex the East Sussex
cherries in East Sussex the East Sussex times will cover you it's more relevant
times will cover you it's more relevant more chances of actually getting the pr
more chances of actually getting the pr than say for example the BBC covering it
than say for example the BBC covering it because it's not necessarily going to be
because it's not necessarily going to be that interesting you could tend spend a
that interesting you could tend spend a lot of time and money reaching those
lot of time and money reaching those people and then not cover you the second
people and then not cover you the second thing I'll teach you about PR is
thing I'll teach you about PR is journalists are lazy so if you
journalists are lazy so if you understand this and understand if you
understand this and understand if you provide everything for
provide everything for them then
them then they don't need to do any work more
they don't need to do any work more likely to get the Press coverage so what
likely to get the Press coverage so what I always do is I actually write the
I always do is I actually write the press release like it's the actual story
press release like it's the actual story you want written with a good headline
you want written with a good headline that makes them happy that they're not
that makes them happy that they're not selling you that's journalists don't
selling you that's journalists don't want to write and sell you they want to
want to write and sell you they want to write something that's interesting for
write something that's interesting for the reader so making a good subject line
the reader so making a good subject line that's good for the reader making the
that's good for the reader making the story good for the reader I do all the
story good for the reader I do all the work for the journalist and then things
work for the journalist and then things like photos I take high resolution
like photos I take high resolution photos and I send them with a press clip
photos and I send them with a press clip to make sure they've got everything they
to make sure they've got everything they need all they have to do is say yes to
need all they have to do is say yes to the story and then put their own touch
the story and then put their own touch on it job done they're human beings they
on it job done they're human beings they want to go out for lunch if they can so
want to go out for lunch if they can so if you can make it possible for them to
if you can make it possible for them to go out for lunch and do their job then
go out for lunch and do their job then you will win in PR too many people are
you will win in PR too many people are lazy they send press releases that are
lazy they send press releases that are generic and they don't tailor it to the
generic and they don't tailor it to the journalist they're writing to so the
journalist they're writing to so the other thing you need to do is research
other thing you need to do is research that journalist back to the targeting
that journalist back to the targeting you need to understand what that
you need to understand what that journalist writes about what that
journalist writes about what that journalist is interested in and almost
journalist is interested in and almost write in their style if you want that
write in their style if you want that particular journalist right about you
particular journalist right about you the third thing on PR I'll tell you is
the third thing on PR I'll tell you is there is a lot of companies out there
there is a lot of companies out there that will tell you they can get you PR
that will tell you they can get you PR please be careful now as much as it
please be careful now as much as it might be nice to just pay someone to do
might be nice to just pay someone to do this I have discovered doing the pr
this I have discovered doing the pr yourself especially if you're a small
yourself especially if you're a small business can pay huge dividends why
business can pay huge dividends why because you can make a relationship
because you can make a relationship direct with a journalist and how do you
direct with a journalist and how do you find these journalistic contacts that's
find these journalistic contacts that's what the pr companies tell you they've
what the pr companies tell you they've got you can go for a newspaper and find
got you can go for a newspaper and find them you can Google them you'll find
them you can Google them you'll find them quite quick one big hack I'll give
them quite quick one big hack I'll give you is Twitter in particular is really
you is Twitter in particular is really good to get hold of journalists if you
good to get hold of journalists if you start following the journalists that you
start following the journalists that you want to write about you and you start
want to write about you and you start engaging on their posts I would say
engaging on their posts I would say that's one of the best ways to start
that's one of the best ways to start building up a relationship with a
building up a relationship with a journalist most people will reply to
journalist most people will reply to comment or read a comment that you've
comment or read a comment that you've made on one of their posts and weirdly
made on one of their posts and weirdly enough often journalists don't have big
enough often journalists don't have big followings and they don't actually have
followings and they don't actually have a lot of comments so you can start
a lot of comments so you can start making a relationship start commenting
making a relationship start commenting on something if they post something
on something if they post something about global warming and you you've got
about global warming and you you've got a product that's helping reduce global
a product that's helping reduce global warming then you will get noticed if you
warming then you will get noticed if you start commenting on a story they've done
start commenting on a story they've done about it start being part of their
about it start being part of their thinking when it comes to I need someone
thinking when it comes to I need someone to help me write this story I need
to help me write this story I need someone to give me a quote to make the
someone to give me a quote to make the story better start becoming part of that
story better start becoming part of that journalist life and it starts with just
journalist life and it starts with just following them on Twitter or replying to
following them on Twitter or replying to one of their comments engaging on one of
one of their comments engaging on one of the stories they've already written even
the stories they've already written even online things like Daily Mail the
online things like Daily Mail the journalist will read the comment on
journalist will read the comment on their own story so engage engage is the
their own story so engage engage is the number one thing I can tell you when it
number one thing I can tell you when it comes to getting PR from journalists and
comes to getting PR from journalists and finally I have been involved in many
finally I have been involved in many conversations where I know brands have
conversations where I know brands have not worked with someone because they saw
not worked with someone because they saw on someone's social media that they
on someone's social media that they posted something obscene or rude or
posted something obscene or rude or stupid remember that you as a business
stupid remember that you as a business owner will always be the number one PR
owner will always be the number one PR engine whatever you post up be conscious
engine whatever you post up be conscious be careful think about your brand think
be careful think about your brand think about the image that you're projecting
about the image that you're projecting and I I can't tell you enough how
and I I can't tell you enough how important this is because if you do the
important this is because if you do the first few things I've just mentioned you
first few things I've just mentioned you connect with the Press you know who
connect with the Press you know who you're targeting and you're not lazy you
you're targeting and you're not lazy you help them do it if a journalist sees
help them do it if a journalist sees that you are out of control or
that you are out of control or inappropriate they will not risk their
inappropriate they will not risk their job to write about you so learn to be
job to write about you so learn to be disciplined learn to be the brand PR
disciplined learn to be the brand PR starts with one person having respect
starts with one person having respect for you so make sure you're dis
for you so make sure you're dis disciplined don't be lazy yourself next
disciplined don't be lazy yourself next up one of my favorite subjects one of
up one of my favorite subjects one of the questions I get asked the most how
the questions I get asked the most how to get an investor learning how to get
to get an investor learning how to get an investor can dramatically change the
an investor can dramatically change the trajectory of your business equally
trajectory of your business equally though just before I go into how to get
though just before I go into how to get an investor I want you to think
an investor I want you to think carefully about whether or not you need
carefully about whether or not you need an investor now I have invested in 78
an investor now I have invested in 78 companies you can go on my website
companies you can go on my website simon.com and look at some of the
simon.com and look at some of the companies I've invested in I have seen
companies I've invested in I have seen it all and sometimes if you get the
it all and sometimes if you get the wrong investor or get an investor for
wrong investor or get an investor for the wrong reasons you you will have a
the wrong reasons you you will have a new boss and your life will become a
new boss and your life will become a nightmare it will be easy at the
nightmare it will be easy at the beginning when you get the money and
beginning when you get the money and will get harder over time if you do it
will get harder over time if you do it wrong I will try to teach you how to not
wrong I will try to teach you how to not get it wrong but equally please ask
get it wrong but equally please ask yourself is there another way to make
yourself is there another way to make the business work and I'm going to touch
the business work and I'm going to touch on other ways that you could make it
on other ways that you could make it work even if you don't get an investor
work even if you don't get an investor within this how to get an investor chat
within this how to get an investor chat now there are quite a few different ways
now there are quite a few different ways to get an investor depending on the
to get an investor depending on the stage of your business and how much
stage of your business and how much you're trying to raise if you're trying
you're trying to raise if you're trying to raise money in the early days of a
to raise money in the early days of a business I would say to you the more
business I would say to you the more traction you have in your business the
traction you have in your business the easier it is to get an investor now that
easier it is to get an investor now that does not mean to say if you just have an
does not mean to say if you just have an idea you can't get an investor you
idea you can't get an investor you definitely can there's just less people
definitely can there's just less people that will fund it so just like the sales
that will fund it so just like the sales stuff I taught you earlier it's probably
stuff I taught you earlier it's probably better to make sure that you actually
better to make sure that you actually know who you're targeting when you're
know who you're targeting when you're getting an investor what is the profile
getting an investor what is the profile of the person you want so if you're
of the person you want so if you're going after someone that perhaps will
going after someone that perhaps will fund a business that has no traction
fund a business that has no traction it's just an idea then remember those
it's just an idea then remember those people's profile they they probably want
people's profile they they probably want quite a lot of equity they probably want
quite a lot of equity they probably want some involvement in the business to make
some involvement in the business to make sure it works they probably want some
sure it works they probably want some sector relevance industry relevance to
sector relevance industry relevance to your business so they can add value
your business so they can add value because no investor I don't care who
because no investor I don't care who they are just want to feel like money
they are just want to feel like money everybody wants to feel like they're
everybody wants to feel like they're bringing some sort of value in fact I
bringing some sort of value in fact I would argue you shouldn't invest in a
would argue you shouldn't invest in a business unless you can bring value
business unless you can bring value you've got to make the value the thing
you've got to make the value the thing that gives you the edge to make that
that gives you the edge to make that investment work otherwise you might just
investment work otherwise you might just invest in the stock market if you can't
invest in the stock market if you can't bring value you might as well invest in
bring value you might as well invest in the stock market and I don't think you
the stock market and I don't think you make money from the stock market Market
make money from the stock market Market middle class people make moneyy from the
middle class people make moneyy from the stock market you make money like waren
stock market you make money like waren Buffett makes money you own a piece of a
Buffett makes money you own a piece of a company you can influence you can help
company you can influence you can help make sure it's successful so do your
make sure it's successful so do your research but these are the types of
research but these are the types of profiles that are often the best family
profiles that are often the best family and friends now I know family and
and friends now I know family and friends can be difficult for a lot of
friends can be difficult for a lot of people a lot of people don't have family
people a lot of people don't have family and friends with money and I totally
and friends with money and I totally understand that and I'll come to other
understand that and I'll come to other methods but I just want to touch on this
methods but I just want to touch on this first because family and friends the
first because family and friends the reason it's such a good thing to do is
reason it's such a good thing to do is because they know you you don't have to
because they know you you don't have to convince someone of your personality
convince someone of your personality your profile your dedication they will
your profile your dedication they will know all of that they'll know the true
know all of that they'll know the true you most of the time that could be
you most of the time that could be really powerful and speeding up the
really powerful and speeding up the process of getting the money you need
process of getting the money you need now of course we all know it can get
now of course we all know it can get messy if you take money off family and
messy if you take money off family and friends and you don't pay them back so
friends and you don't pay them back so tell them the truth they could lose all
tell them the truth they could lose all their money that's all you need to do
their money that's all you need to do you tell them they could lose all their
you tell them they could lose all their money in the wish to get investment we
money in the wish to get investment we sometimes go down the road of
sometimes go down the road of overselling it it and that's totally
overselling it it and that's totally normal but please be careful with this
normal but please be careful with this especially with family and friends if
especially with family and friends if you tell them you invest in my business
you tell them you invest in my business it could all go wrong you can lose
it could all go wrong you can lose everything then after that it's up to
everything then after that it's up to them but you make it clear don't
them but you make it clear don't oversell it that it's a guaranteed win
oversell it that it's a guaranteed win it cannot be a guarantee where nothing
it cannot be a guarantee where nothing ever is unless you've watched all of
ever is unless you've watched all of this video of course there's a high
this video of course there's a high chance but you know what I mean please
chance but you know what I mean please please be careful but I have seen it
please be careful but I have seen it work and often family and friends can
work and often family and friends can also help you which in the early days of
also help you which in the early days of any business if that's the stage you're
any business if that's the stage you're at then getting help is probably more
at then getting help is probably more valuable than money but I've seen it
valuable than money but I've seen it work so do give it serious consideration
work so do give it serious consideration and of course friend of a friend can
and of course friend of a friend can also be the way to raise money if you
also be the way to raise money if you don't have someone in your family that's
don't have someone in your family that's rich maybe you've got a friend who has a
rich maybe you've got a friend who has a family that's rich learn to leverage the
family that's rich learn to leverage the network because your friend recommending
network because your friend recommending you to someone who's rich will be
you to someone who's rich will be powerful and doesn't mean it'll also
powerful and doesn't mean it'll also save you time in the VC World which I'll
save you time in the VC World which I'll talk about in a minute getting a
talk about in a minute getting a recommendation is the only way to get
recommendation is the only way to get investment they don't take applications
investment they don't take applications online despite what their websites say
online despite what their websites say I've seen it they don't they take it
I've seen it they don't they take it from recommendation so start really
from recommendation so start really networking the second thing I'll say and
networking the second thing I'll say and I've never seen anyone else talk about
I've never seen anyone else talk about this when it comes to getting an
this when it comes to getting an investor and that is consider the people
investor and that is consider the people you want to work with you in your
you want to work with you in your company as potential investors so
company as potential investors so sometimes when you're profiling the
sometimes when you're profiling the people you want in your business you
people you want in your business you will look at it and say right well I
will look at it and say right well I can't afford the best so I'll get this
can't afford the best so I'll get this person
person right which is fine I understand that
right which is fine I understand that but the smart people think differently
but the smart people think differently the smart people think who are the best
the smart people think who are the best and let's say I'm building right now a
and let's say I'm building right now a competitor to LinkedIn help bank.com so
competitor to LinkedIn help bank.com so I think who's number two at LinkedIn I
I think who's number two at LinkedIn I want them to come and join me they're
want them to come and join me they're never going to be number one at LinkedIn
never going to be number one at LinkedIn not for a long time but maybe they want
not for a long time but maybe they want the chance to build their own LinkedIn
the chance to build their own LinkedIn and come and join me now the great thing
and come and join me now the great thing about the number two at LinkedIn
about the number two at LinkedIn definitely got some money in the bank
definitely got some money in the bank right some money to invest in the
right some money to invest in the business so I can and I've done this
business so I can and I've done this many times so this isn't just a theory
many times so this isn't just a theory but look at your
but look at your team look at your team members as
team look at your team members as potential investors in the platform I'm
potential investors in the platform I'm running today help.com the people that
running today help.com the people that are involved in this business have
are involved in this business have invested in this business Callum who's
invested in this business Callum who's buying the camera right now has put his
buying the camera right now has put his own money into this business and he's
own money into this business and he's got Equity because of it and he's taken
got Equity because of it and he's taken a lower salary initially so there's all
a lower salary initially so there's all sorts of benefits to actually doing it
sorts of benefits to actually doing it this way you can get your cost down you
this way you can get your cost down you can get the best inclass involved in the
can get the best inclass involved in the business and you can bring money in to
business and you can bring money in to help make the company work and it's much
help make the company work and it's much better to have money from people that
better to have money from people that are actually working in the business
are actually working in the business Than People externally who are asking
Than People externally who are asking you for a report of when they're going
you for a report of when they're going to get their money back the third thing
to get their money back the third thing you can do and of course this is more
you can do and of course this is more traditional but it is very complex so I
traditional but it is very complex so I try to explain how to go about getting
try to explain how to go about getting this type of person in your business but
this type of person in your business but it's an angel investor now you might
it's an angel investor now you might have heard the term many times you
have heard the term many times you probably watched rubbish shows like
probably watched rubbish shows like Dragon's Den and thought that getting an
Dragon's Den and thought that getting an investor is the dragon or the angel sits
investor is the dragon or the angel sits there with all the money and you are
there with all the money and you are desperately trying to get that money off
desperately trying to get that money off them by making them see your vision that
them by making them see your vision that is the wrong way to get an angel
is the wrong way to get an angel investor the best way to get an angel
investor the best way to get an angel investor on board once you've identified
investor on board once you've identified them and done the research to find out
them and done the research to find out who they are you've been very clear
who they are you've been very clear about what you're going to give them if
about what you're going to give them if they invest all of that is common sense
they invest all of that is common sense right I don't need to teach you that
right I don't need to teach you that right now of course you need to know how
right now of course you need to know how much you're going to give them and why
much you're going to give them and why and I'll get into equity in a little bit
and I'll get into equity in a little bit later in the video so you could try to
later in the video so you could try to work that bit out but once you've
work that bit out but once you've established who you want as an investor
established who you want as an investor and what you're willing to give them the
and what you're willing to give them the way to get an investor is completely the
way to get an investor is completely the opposite to what you think you think
opposite to what you think you think getting an investor is hi I've got a
getting an investor is hi I've got a business this is this business would you
business this is this business would you like to invest no the best way to get an
like to invest no the best way to get an angel investor is not ask for money the
angel investor is not ask for money the best way to get an angel investor is ask
best way to get an angel investor is ask for help because you've identified the
for help because you've identified the right investor they want to feel value
right investor they want to feel value if they can't bring value they don't
if they can't bring value they don't want to invest and often if you do it
want to invest and often if you do it right it's not like Dragon's Den I've
right it's not like Dragon's Den I've invested in 78 businesses I always feel
invested in 78 businesses I always feel honored and unlucky when I get to invest
honored and unlucky when I get to invest in a successful business they do not
in a successful business they do not treat me like a dragon they do not treat
treat me like a dragon they do not treat me with awe they treat me with respect
me with awe they treat me with respect but they also identify why they've
but they also identify why they've approached me how I can bring value and
approached me how I can bring value and make me feel special and ultimately I
make me feel special and ultimately I then feel lucky to be involved in that
then feel lucky to be involved in that business if they do that right if you
business if they do that right if you ask me for advice you're more likely to
ask me for advice you're more likely to get money out of me than you straight up
get money out of me than you straight up ask him ask me for money now I'm not
ask him ask me for money now I'm not saying don't build ask into the process
saying don't build ask into the process of course when you do a picture angel
of course when you do a picture angel investor you should definitely put in
investor you should definitely put in there you're looking for money but the
there you're looking for money but the best way to put it is we're looking for
best way to put it is we're looking for money from the right people make it a
money from the right people make it a little harder for people to get involved
little harder for people to get involved in your business that's how you get an
in your business that's how you get an angel investor you create fomo right
angel investor you create fomo right fomo you probably heard it but in case
fomo you probably heard it but in case you haven't it's probably one of the
you haven't it's probably one of the most powerful things fear of missing out
most powerful things fear of missing out you make people understand and you do it
you make people understand and you do it sincerely that if they don't invest
sincerely that if they don't invest they're missing out that is the key to
they're missing out that is the key to getting an angel investor now of course
getting an angel investor now of course treat an angel investor with respect
treat an angel investor with respect if you can prepare a correct and
if you can prepare a correct and appropriate amount of equity they're
appropriate amount of equity they're going to get make it clear why explain
going to get make it clear why explain your long-term investment plans how
your long-term investment plans how they're going to dilute because Angel
they're going to dilute because Angel Investors often get diluted so if you're
Investors often get diluted so if you're offering them 5% it might sound like a
offering them 5% it might sound like a lot but if you get another investor and
lot but if you get another investor and another investor as the things go as
another investor as the things go as things go down the line that person
things go down the line that person could end up with 1% of the company or
could end up with 1% of the company or half a percent of the company and
half a percent of the company and remember most Angel Investors will be
remember most Angel Investors will be involved in the business so make sure
involved in the business so make sure you actually need them to help you don't
you actually need them to help you don't just pretend that they need you you need
just pretend that they need you you need them because once you get them on board
them because once you get them on board as an investor you also it will go pair
as an investor you also it will go pair shaped so it's not just about convincing
shaped so it's not just about convincing the person to get on board it's also
the person to get on board it's also convincing yourself that the right
convincing yourself that the right person to have with you on this journey
person to have with you on this journey in the long term make sure you do that
in the long term make sure you do that now the fourth way of getting an
now the fourth way of getting an investor more
investor more traditional VC's Venture capitalists now
traditional VC's Venture capitalists now these types of profiles often a little
these types of profiles often a little bit further down the line in your
bit further down the line in your business model than just a startup or an
business model than just a startup or an idea most of the time nearly all VCS
idea most of the time nearly all VCS although things have changed a little
although things have changed a little bit when there was a lot of money in the
bit when there was a lot of money in the market but most VCS will genuinely want
market but most VCS will genuinely want a business that's proven that needs
a business that's proven that needs Capital to scale so the way to get a VC
Capital to scale so the way to get a VC on board a couple of ways first you
on board a couple of ways first you identify have they got
money now what happens with a lot of VCS is they're raising funds and they're
is they're raising funds and they're deploying funds and then they're raising
deploying funds and then they're raising funds again and they won't necessarily
funds again and they won't necessarily tell you they'll take a meeting with you
tell you they'll take a meeting with you they might meet you and understand your
they might meet you and understand your business but they won't necessarily have
business but they won't necessarily have the funds and they'll tell you what we
the funds and they'll tell you what we joke in the VC world is you're too too
joke in the VC world is you're too too tall for radio so you go for a job
tall for radio so you go for a job interview radio station they reject you
interview radio station they reject you in that job and the interview rejection
in that job and the interview rejection reason is you were too short for radio
reason is you were too short for radio in other words it's they don't
in other words it's they don't tell you why but you can find out if
tell you why but you can find out if they're raising you can Google them to
they're raising you can Google them to find this out don't waste time
find this out don't waste time approaching VCS are raising money they
approaching VCS are raising money they won't deploy the capital they will waste
won't deploy the capital they will waste your time the other thing you can do and
your time the other thing you can do and I think it's very important is see who
I think it's very important is see who they've invested in before
and there's a good chance if they've invested in a similar business to yours
invested in a similar business to yours it's one of two things that it's either
it's one of two things that it's either bad news or good news for you if it's
bad news or good news for you if it's good uh then they will invest in many
good uh then they will invest in many different companies so for example there
different companies so for example there was an investment company that invested
was an investment company that invested in all the uh Uber type businesses as a
in all the uh Uber type businesses as a they invested in Uber they invested in
they invested in Uber they invested in lift they invested in all of them they
lift they invested in all of them they hedged their bet that one of them was
hedged their bet that one of them was going to win they want to be a part of
going to win they want to be a part of all of them to make sure that they
all of them to make sure that they didn't lose other VCS will only invest
didn't lose other VCS will only invest in one company in that categ category so
in one company in that categ category so just make sure you understand that but
just make sure you understand that but if it's bad news and they only invest in
if it's bad news and they only invest in one company in that category then you
one company in that category then you can go to the competitor of that VC and
can go to the competitor of that VC and create a rivalry between the VC firms
create a rivalry between the VC firms I've seen it play out many times you
I've seen it play out many times you make them feel like well they've
make them feel like well they've invested in Uber but I'm Lyft and I
invested in Uber but I'm Lyft and I think we're going to beat Uber would you
think we're going to beat Uber would you like to invest in us and it's Primal but
like to invest in us and it's Primal but it works so think about again have they
it works so think about again have they got money don't waste time selling to
got money don't waste time selling to people that don't have that see the
people that don't have that see the investor come companies they've invested
investor come companies they've invested in before understand that and then three
in before understand that and then three try to get connected to a previous
try to get connected to a previous company that that VC has invested in
company that that VC has invested in it's much more powerful for you to get
it's much more powerful for you to get introduced by one of the other portfolio
introduced by one of the other portfolio companies of that VC then you personally
companies of that VC then you personally approaching that VC so try to make
approaching that VC so try to make connections and it's also good due
connections and it's also good due diligence by the way if you speak to the
diligence by the way if you speak to the company that got investment from that VC
company that got investment from that VC you can find out whether that VC was
you can find out whether that VC was decent or not because some of these VCS
decent or not because some of these VCS are awful so you can do your due
are awful so you can do your due diligence at the same time hopefully
diligence at the same time hopefully make a relationship with a Founder that
make a relationship with a Founder that can introduce you to the VC when the
can introduce you to the VC when the time is right now the fifth way again
time is right now the fifth way again I've never seen this way explained to
I've never seen this way explained to people before and it's not traditional
people before and it's not traditional but I have done it many many times and
but I have done it many many times and that is work with your brand partner or
that is work with your brand partner or client to fund your growth so I had an
client to fund your growth so I had an office in Hong Kong and a client wanted
office in Hong Kong and a client wanted us to open up in the Middle East and I
us to open up in the Middle East and I was a bit reluctant which is why I think
was a bit reluctant which is why I think I found out about this hack cuz I
I found out about this hack cuz I originally said we don't want to open up
originally said we don't want to open up there I think they just wanted us open
there I think they just wanted us open up there and then service them and they
up there and then service them and they didn't want to spend any money doing it
didn't want to spend any money doing it but because we said no and they really
but because we said no and they really wanted to work with us there they
wanted to work with us there they offered to pay us to open up there so
offered to pay us to open up there so this is a hack I learn and I will use it
this is a hack I learn and I will use it many many many more times after this
many many many more times after this that sometimes your client who wants
that sometimes your client who wants your service or the brand that's
your service or the brand that's sponsoring you will pay for your
sponsoring you will pay for your expansion sometimes it's easier for them
expansion sometimes it's easier for them to do that than go out and build it
to do that than go out and build it sales for example or work with a new
sales for example or work with a new partner that doesn't understand their
partner that doesn't understand their philosophy so your existing clients can
philosophy so your existing clients can be your investor and it can be really
be your investor and it can be really powerful if you do it right too because
powerful if you do it right too because that client then feels invested in your
that client then feels invested in your success they're not going to make you go
success they're not going to make you go for a tender every year they're not
for a tender every year they're not going to chop and change you as a client
going to chop and change you as a client or partner or or supplier because they
or partner or or supplier because they want you to succeed because they own
want you to succeed because they own equity in you now of course you have to
equity in you now of course you have to do this carefully so for example if one
do this carefully so for example if one of your clients is a bank and they
of your clients is a bank and they invest in you it can get very messy
invest in you it can get very messy suddenly on the legal side equally if
suddenly on the legal side equally if you are working with a particular
you are working with a particular provider let's say in my case I work
provider let's say in my case I work with lots of different online service
with lots of different online service providers but I partner with GoDaddy but
providers but I partner with GoDaddy but if GoDaddy invested in my business it
if GoDaddy invested in my business it means all the other online suppliers
means all the other online suppliers probably wouldn't work with me which
probably wouldn't work with me which would not help the people I'm trying to
would not help the people I'm trying to help which is people starting businesses
help which is people starting businesses so I think it's quite important to make
so I think it's quite important to make sure you get the right client or the
sure you get the right client or the right brand to invest in you but it can
right brand to invest in you but it can be huge money and brands do have
be huge money and brands do have investment divisions Google Ventures
investment divisions Google Ventures Google it ironic they invest in
Google it ironic they invest in businesses they invested in a coffee
businesses they invested in a coffee shop called Blue Bottle a coffee shop so
shop called Blue Bottle a coffee shop so it's possible to get Google to invest in
it's possible to get Google to invest in your business but you have to understand
your business but you have to understand again the motives go back to my sales
again the motives go back to my sales point I made in the video earlier in the
point I made in the video earlier in the video if you want to understand how to
video if you want to understand how to sell to these brands use that sales
sell to these brands use that sales system again but ultimately it's a way
system again but ultimately it's a way to raise money now there's one final way
to raise money now there's one final way I want to quickly flush out with you to
I want to quickly flush out with you to raise money to make your business work
raise money to make your business work now it kind of touched on what I said at
now it kind of touched on what I said at the beginning of this part of the video
the beginning of this part of the video and that is make sure you need an
and that is make sure you need an investor sometimes when people are
investor sometimes when people are asking me for money I will ask them what
asking me for money I will ask them what they're using the money for and most of
they're using the money for and most of the time not always but quite often it's
the time not always but quite often it's to get more sales to grow the product to
to get more sales to grow the product to make sure more people can buy the
make sure more people can buy the product and so on but when I dig in it's
product and so on but when I dig in it's not money from me that they need they
not money from me that they need they just need a better sales system so often
just need a better sales system so often when it comes to raising money you'll
when it comes to raising money you'll find that if you can actually go look at
find that if you can actually go look at your business and you might say to
your business and you might say to yourself well I need the money to buy
yourself well I need the money to buy the product well you can do crowdfunding
the product well you can do crowdfunding for example you can find me methods of
for example you can find me methods of selling your product ahead of time
selling your product ahead of time through platforms like Indiegogo and and
through platforms like Indiegogo and and platforms that will pre-sell your
platforms that will pre-sell your product to get you the revenue you need
product to get you the revenue you need in advance and you're not giving away
in advance and you're not giving away any Equity when you do that you can
any Equity when you do that you can pre-sell your product on certain
pre-sell your product on certain crowdfunding sites before it's made and
crowdfunding sites before it's made and then you can go and use the money you
then you can go and use the money you got from that pre-order to go and make
got from that pre-order to go and make it and that is often a much better way
it and that is often a much better way than raising money from an investor of
than raising money from an investor of course crowdfunding is quite big across
course crowdfunding is quite big across the board now you can can raise money
the board now you can can raise money crowdfunding you can do equity
crowdfunding you can do equity crowdfunding and there's plenty of sites
crowdfunding and there's plenty of sites that do that I'll put some links Down
that do that I'll put some links Down Below in the video if you want to check
Below in the video if you want to check out who they are but ultimately you want
out who they are but ultimately you want to figure out whether or not you really
to figure out whether or not you really need the money from a customer pre-
need the money from a customer pre- buying it or from an investor who's
buying it or from an investor who's going to help bring value or from a
going to help bring value or from a community that's going to support you in
community that's going to support you in the future you can do crowdfunding where
the future you can do crowdfunding where you sell your product you can do
you sell your product you can do crowdfunding where you sell Equity you
crowdfunding where you sell Equity you can do crowdfunding where ultimately
can do crowdfunding where ultimately it's just a loan you can do crowdfunding
it's just a loan you can do crowdfunding where people will just support you like
where people will just support you like Gund me crowdfunding is definitely one
Gund me crowdfunding is definitely one of the ways I think today you should
of the ways I think today you should leverage before going to the more
leverage before going to the more traditional routs of say a VC or an
traditional routs of say a VC or an angel of course family and friends so
angel of course family and friends so crowdfunding is powerful and don't
crowdfunding is powerful and don't overlook it I'm going to put the links
overlook it I'm going to put the links to all the different types of
to all the different types of crowdfunding sites down below go check
crowdfunding sites down below go check them out and let me know if you have any
them out and let me know if you have any questions in this subject because it is
questions in this subject because it is a complicated one I will do a video in
a complicated one I will do a video in the future about how to launch a proper
the future about how to launch a proper crowdfunding site but that's not now how
crowdfunding site but that's not now how to get a sponsor this is something I get
to get a sponsor this is something I get asked all the time I'm going to give you
asked all the time I'm going to give you the code I'm going to give you the cheat
the code I'm going to give you the cheat code I guess on how to do it and I want
code I guess on how to do it and I want to first of all say if any sponsors are
to first of all say if any sponsors are listening to this um I have applied this
listening to this um I have applied this technique on you so forgive me the first
technique on you so forgive me the first is understanding why sponsorship deals
is understanding why sponsorship deals happen we can get into what sponsorship
happen we can get into what sponsorship deals structures are and that's quite
deals structures are and that's quite complex in itself but I want to give you
complex in itself but I want to give you the tool today to get a sponsor on board
the tool today to get a sponsor on board and the way to understand a sponsor
and the way to understand a sponsor there's two things that makes a sponsor
there's two things that makes a sponsor come on board one is value
come on board one is value return right what they invest in
return right what they invest in sponsoring you they get back in some
sponsoring you they get back in some form right be that in views or be that
form right be that in views or be that in sales they get value back ideally
in sales they get value back ideally trackable value so billboard companies
trackable value so billboard companies which I think are a joke um really in
which I think are a joke um really in what they value-wise give back to a
what they value-wise give back to a brand sell because they show how many
brand sell because they show how many people walk past that billboard how many
people walk past that billboard how many people are looking at that billboard
people are looking at that billboard each day and Brands love that stuff so
each day and Brands love that stuff so proper Roi on their investment the
proper Roi on their investment the second way and this one's a bit more
second way and this one's a bit more tricky but very powerful if you get it
tricky but very powerful if you get it right is the emotional sale right so you
right is the emotional sale right so you see this quite a lot in like local
see this quite a lot in like local football clubs in England big Brands
football clubs in England big Brands sometimes are sponsoring small local
sometimes are sponsoring small local football clubs why because the CEO plays
football clubs why because the CEO plays football there or the CEO grew up there
football there or the CEO grew up there playing football basically the emotional
playing football basically the emotional sale now I have used both of these to
sale now I have used both of these to get deals and both of them can actually
get deals and both of them can actually work together they're not mutually
work together they're not mutually exclusive frankly sometimes the
exclusive frankly sometimes the emotional sale with the value return is
emotional sale with the value return is probably the Holy Grail if you can make
probably the Holy Grail if you can make it personal for the brand and the people
it personal for the brand and the people running the brand don't overlook them if
running the brand don't overlook them if you're going to make it emotional for
you're going to make it emotional for the person who runs the brand alongside
the person who runs the brand alongside bring proper value most of the time you
bring proper value most of the time you can get a brand deal now where people
can get a brand deal now where people fall over is not structuring value for a
fall over is not structuring value for a sponsor or and this is probably the
sponsor or and this is probably the third thing I highlight that's important
third thing I highlight that's important to get a sponsorship deal you've not
to get a sponsorship deal you've not understood the brand now I have made
understood the brand now I have made this mistake many times I launched a
this mistake many times I launched a business called coaster ads and it was
business called coaster ads and it was brilliant marketing you I took all the
brilliant marketing you I took all the bars in Hong Kong and I put ads on
bars in Hong Kong and I put ads on coasters I took out the carlsburg
coasters I took out the carlsburg coasters and the hiney coasters and I
coasters and the hiney coasters and I put in coasters with ads on them and it
put in coasters with ads on them and it was brilliant because you put your drink
was brilliant because you put your drink down on that coaster you up and down
down on that coaster you up and down look at it for an hour at least as
look at it for an hour at least as you're putting the drink on it and
you're putting the drink on it and picking up it was brilliant retention
picking up it was brilliant retention brilliant engagement people saw the ads
brilliant engagement people saw the ads every time they're brilliant but I tried
every time they're brilliant but I tried to sell that service that coaster ad
to sell that service that coaster ad service to a jewelry business and of
service to a jewelry business and of course they laughed at me in fact I lost
course they laughed at me in fact I lost them as a client on the agency side
them as a client on the agency side because they thought I didn't understand
because they thought I didn't understand their brand I was so sure that that
their brand I was so sure that that jewelry brand would get traction which
jewelry brand would get traction which they would have done but I didn't
they would have done but I didn't remember what their brand philosophy was
remember what their brand philosophy was and they're high-end they're fashionable
and they're high-end they're fashionable they don't want a beer sat on top of
they don't want a beer sat on top of them I made a mistake I didn't
them I made a mistake I didn't understand the brand and this is where
understand the brand and this is where you need to get really really clear what
you need to get really really clear what is the
is the brand
brand value and so in that case in the jewelry
value and so in that case in the jewelry case they want to sponsor you know 007
case they want to sponsor you know 007 movies with James Bond's girlfriend
movies with James Bond's girlfriend wearing the jewelry and looking sexy you
wearing the jewelry and looking sexy you know they want to be involved in things
know they want to be involved in things that are not linked to beer that are not
that are not linked to beer that are not linked to somebody drunk putting their
linked to somebody drunk putting their beer down on their brand now now I did
beer down on their brand now now I did eventually sell coaster ads out to
eventually sell coaster ads out to airlines that wanted to promote going
airlines that wanted to promote going from Hong Kong to Singapore and so on
from Hong Kong to Singapore and so on and so forth so I eventually did really
and so forth so I eventually did really well with that brand but initially I
well with that brand but initially I learned an important lesson understand
learned an important lesson understand the brand understand what their values
the brand understand what their values are understand how they traditionally
are understand how they traditionally advertise so visa for example Visa
advertise so visa for example Visa advertise at the Olympics they not only
advertise at the Olympics they not only sponsor the Olympics then they spend a
sponsor the Olympics then they spend a lot of money promoting the fact that
lot of money promoting the fact that they're at the Olympics too many people
they're at the Olympics too many people go to visa and ask for sponsorship
go to visa and ask for sponsorship without understanding the probably the
without understanding the probably the biggest activation that Visa ever do is
biggest activation that Visa ever do is the Olympics so you're better off going
the Olympics so you're better off going and selling some value linked to the
and selling some value linked to the Olympics as opposed to saying please
Olympics as opposed to saying please sponsor my event because they're saying
sponsor my event because they're saying we sponsored the Olympics we sponsored
we sponsored the Olympics we sponsored the biggest event in the world now you
the biggest event in the world now you want us to sponsor your event brand
want us to sponsor your event brand values and understanding what that brand
values and understanding what that brand wants is key but I mentioned it briefly
wants is key but I mentioned it briefly a second ago but I want to highlight it
a second ago but I want to highlight it is important don't forget the people in
is important don't forget the people in these brands
these brands research who they are understand what
research who they are understand what their motives are some of the brands
their motives are some of the brands that sponsor me today GoDaddy and Tai
that sponsor me today GoDaddy and Tai banking the people that run those Brands
banking the people that run those Brands care as much about entrepreneurs as the
care as much about entrepreneurs as the brands themselves so when they see that
brands themselves so when they see that me and my team are helping people
me and my team are helping people genuinely helping people have a better
genuinely helping people have a better life not only do the people buy in to
life not only do the people buy in to becoming a sponsor for us the brand
becoming a sponsor for us the brand alignment is there and it happens right
alignment is there and it happens right now this does TY into the emotional cell
now this does TY into the emotional cell somewhat because for example one of the
somewhat because for example one of the people I work with GoDaddy had a small
people I work with GoDaddy had a small business she knew how hard it was to
business she knew how hard it was to make that business work so when she sees
make that business work so when she sees what we're doing alongside what GoDaddy
what we're doing alongside what GoDaddy does this isn't a sponsored video by the
does this isn't a sponsored video by the way but I'm just highlighting the
way but I'm just highlighting the example so you learn ultimately these
example so you learn ultimately these people make a difference in that brand
people make a difference in that brand that brand is made up of people so as
that brand is made up of people so as long as those people don't get fired for
long as those people don't get fired for sponsoring something that has no
sponsoring something that has no relevance to their brand you can
relevance to their brand you can actually end up having Champions inside
actually end up having Champions inside these companies for you to help you get
these companies for you to help you get the sponsorship and I've had that many
the sponsorship and I've had that many many times now the fifth way to get a
many times now the fifth way to get a brand to sponsor you that no one talks
brand to sponsor you that no one talks about I don't know why maybe it's some
about I don't know why maybe it's some sort of Industry dirty secret but it's a
sort of Industry dirty secret but it's a very very powerful way of getting a
very very powerful way of getting a brand sponsor on board is work with
brand sponsor on board is work with someone that's already working with one
someone that's already working with one of these Brands an agent is often one
of these Brands an agent is often one way to describe it but there are two
way to describe it but there are two types of typical agents that Brands work
types of typical agents that Brands work with there is a media buying company
with there is a media buying company this is a company that will go out and
this is a company that will go out and buy all the ad space for that brand
buy all the ad space for that brand they're paid by the brand to go and get
they're paid by the brand to go and get the best deals possible and buy up ad
the best deals possible and buy up ad space you can talk to these media buyers
space you can talk to these media buyers and often it can be better to talk to
and often it can be better to talk to them than go direct to the brand because
them than go direct to the brand because the brand is too busy with its
the brand is too busy with its day-to-day to deal with you as a media
day-to-day to deal with you as a media owner they would prefer to deal with the
owner they would prefer to deal with the media buyer one contact and then that
media buyer one contact and then that Med media buy will deal with everybody
Med media buy will deal with everybody that wants to sell media so recently
that wants to sell media so recently someone came to me and said they've got
someone came to me and said they've got a fleet of Vans and they want to get
a fleet of Vans and they want to get Brands to advertise on their Vans and
Brands to advertise on their Vans and they tried going direct to Brands and
they tried going direct to Brands and brand said no gave them a contact on a
brand said no gave them a contact on a media buyer the media buyer said great
media buyer the media buyer said great and they bought all the event it's much
and they bought all the event it's much quicker the media buyer has a
quicker the media buyer has a relationship with the brands and often
relationship with the brands and often they hold the money the brands already
they hold the money the brands already allocated the money to the media buyer
allocated the money to the media buyer so stop trying to sell to the brand sell
so stop trying to sell to the brand sell to the media buyer the other way to do
to the media buyer the other way to do it is via the agencies so I used to own
it is via the agencies so I used to own an agency is one of the reasons I know
an agency is one of the reasons I know this subject so so well but a brand will
this subject so so well but a brand will have a company that will come up with a
have a company that will come up with a campaign idea for them now often when
campaign idea for them now often when you're coming up with a campaign for a
you're coming up with a campaign for a brand you're also looking at how the
brand you're also looking at how the campaign will be applied in the real
campaign will be applied in the real world so it might go on taxis it might
world so it might go on taxis it might go on a bus it might go on a coaster so
go on a bus it might go on a coaster so you can actually tap into these agencies
you can actually tap into these agencies examples without showing any preference
examples without showing any preference there's people like MC sari Ogie Leo
there's people like MC sari Ogie Leo berett these agencies already have the
berett these agencies already have the relationship with the company and if you
relationship with the company and if you get in there with your idea or your
get in there with your idea or your product they can often insert it or even
product they can often insert it or even come up with a campaign to sell it into
come up with a campaign to sell it into the brand for you now uh I personally
the brand for you now uh I personally prefer to deal with Brands direct many
prefer to deal with Brands direct many times but do not neglect media buyers
times but do not neglect media buyers are your friends and agencies can be
are your friends and agencies can be your friends and it can be a much
your friends and it can be a much quicker sale to get them on board as a
quicker sale to get them on board as a sponsor one of the best hacks to get a
sponsor one of the best hacks to get a brand as a sponsor is to be per
brand as a sponsor is to be per personally really vested in that brand
personally really vested in that brand so for example we recently as you know I
so for example we recently as you know I mentioned it earlier put a doorbell on
mentioned it earlier put a doorbell on the bottom of our staircase that people
the bottom of our staircase that people could press that doorbell pitch their
could press that doorbell pitch their dream and we would help them we decided
dream and we would help them we decided the best product for us to do that the
the best product for us to do that the most economical product that worked on
most economical product that worked on the internet was Ring doorbell owned by
the internet was Ring doorbell owned by Amazon now we didn't ask ring to sponsor
Amazon now we didn't ask ring to sponsor us we didn't ask Amazon to sponsor us it
us we didn't ask Amazon to sponsor us it was just the best product we believed in
was just the best product we believed in the product and suited what we were
the product and suited what we were trying to do so we in sold it and we
trying to do so we in sold it and we marketed it and of course guess who's
marketed it and of course guess who's seen it ring and Amazon so now who are
seen it ring and Amazon so now who are we now working with Amazon now of course
we now working with Amazon now of course what I'm talking about here is just
what I'm talking about here is just using the brand in your life and
using the brand in your life and therefore it being a natural fit for the
therefore it being a natural fit for the brand to work with you when I wear whoop
brand to work with you when I wear whoop out on the street it's natural I'm
out on the street it's natural I'm wearing it because I like the product
wearing it because I like the product and then whoop will see me with millions
and then whoop will see me with millions of views on my videos wearing a whoop
of views on my videos wearing a whoop and they will contact me so I think that
and they will contact me so I think that just leaning in to a brand relationship
just leaning in to a brand relationship and not initially thinking about the
and not initially thinking about the money back to some of the points I was
money back to some of the points I was making some of the other areas earlier
making some of the other areas earlier delayed gratification in sponsorship can
delayed gratification in sponsorship can also be very powerful just work with
also be very powerful just work with brands that you love will always be
brands that you love will always be easier than forcing a brand into your
easier than forcing a brand into your ecosystem but also just doing stuff with
ecosystem but also just doing stuff with that brand as part of your day-to-day
that brand as part of your day-to-day business life can lead to sponsorship
business life can lead to sponsorship how to build a brand now this subject is
how to build a brand now this subject is complex and exciting if you get it right
complex and exciting if you get it right A lot of the things I've talked about
A lot of the things I've talked about earlier like sales and marketing will
earlier like sales and marketing will happen naturally but it is complex now
happen naturally but it is complex now there's lots of videos out there about
there's lots of videos out there about what is a brand so I'm not going to bore
what is a brand so I'm not going to bore you with that it's obvious it's
you with that it's obvious it's ultimately a statement about what you
ultimately a statement about what you are doing you want people to look at it
are doing you want people to look at it and know I love the images I've seen
and know I love the images I've seen many you can take away the logo you can
many you can take away the logo you can take away everything and you still know
take away everything and you still know it's that brand it's not about the
it's that brand it's not about the actual logo the design branding is about
actual logo the design branding is about the purpose of the business the essence
the purpose of the business the essence of what you're doing Nike is about
of what you're doing Nike is about supporting athletes apple is about
supporting athletes apple is about supporting creativity ultimately when
supporting creativity ultimately when you're coming to figure out your own
you're coming to figure out your own brand I would start with your personal
brand I would start with your personal brand because it's a really good way of
brand because it's a really good way of figuring out how to build a brand why
figuring out how to build a brand why you know you right if you're honest
you know you right if you're honest about yourself you can make a brand
about yourself you can make a brand Persona and you start with writing down
Persona and you start with writing down your
your values what do you care about
what are your non-negotiables what would you say no to what would you say yes
you say no to what would you say yes to understanding your
to understanding your personality understanding what it is you
personality understanding what it is you want to do that's what your brand is
want to do that's what your brand is about that's who you are now you will
about that's who you are now you will already have a personal brand and anyone
already have a personal brand and anyone that doesn't want a personal brand I'm
that doesn't want a personal brand I'm sorry you're going to have one no matter
sorry you're going to have one no matter what people will talk about you when
what people will talk about you when you're not in the room you need to
you're not in the room you need to embrace personal branding and by
embrace personal branding and by understanding how others perceive you it
understanding how others perceive you it can literally change the trajectory of
can literally change the trajectory of your life now I have some real gripes
your life now I have some real gripes with personal brand and it's not very
with personal brand and it's not very scalable only in certain exceptions
scalable only in certain exceptions around people like Kardashians and so on
around people like Kardashians and so on can you actually scale a personal brand
can you actually scale a personal brand as someone that's built a personal brand
as someone that's built a personal brand as someone that's got 4 million
as someone that's got 4 million followers that spent four years building
followers that spent four years building a personal brand here in the UK I can
a personal brand here in the UK I can tell you it is sometimes a pain in the
tell you it is sometimes a pain in the ass I am responsible now no matter what
ass I am responsible now no matter what to do videos like this and post up stuff
to do videos like this and post up stuff even when I'm tired like now I'm
even when I'm tired like now I'm actually tired and I still have to do
actually tired and I still have to do this video because if I don't do it it
this video because if I don't do it it probably won't take it seriously I could
probably won't take it seriously I could give this knowledge to my colleague and
give this knowledge to my colleague and give it to you and you probably wouldn't
give it to you and you probably wouldn't listen so you need to hear it from
listen so you need to hear it from someone that's been there and done it
someone that's been there and done it like me and I understand that and I
like me and I understand that and I actually do love doing these videos and
actually do love doing these videos and helping you but I'm just trying to
helping you but I'm just trying to highlight the personal brand side is
highlight the personal brand side is dangerous if that's all you build you
dangerous if that's all you build you have to take personal brand seriously
have to take personal brand seriously you have to identify what your personal
you have to identify what your personal brand is and by the way I know people
brand is and by the way I know people that have made their personal brand not
that have made their personal brand not being on social media their personal
being on social media their personal brand is they don't get back to you in
brand is they don't get back to you in email that's actually sometimes what
email that's actually sometimes what makes them unique that's their personal
makes them unique that's their personal brand I don't reply to DMs I want to
brand I don't reply to DMs I want to make videos like this that bring you
make videos like this that bring you value I want to do lives that means I
value I want to do lives that means I interact in a real world with real
interact in a real world with real people I have my rules I have my values
people I have my rules I have my values I'm dyslexic so I don't like reading DMS
I'm dyslexic so I don't like reading DMS but having those rules and having that
but having those rules and having that discipline will ultimately help you
discipline will ultimately help you define what people say about you instead
define what people say about you instead of people saying it without you having
of people saying it without you having defined it but brand values of your own
defined it but brand values of your own can teach you how you need to do exactly
can teach you how you need to do exactly the same for your company name so let's
the same for your company name so let's take my brand help bank right help bank
take my brand help bank right help bank has a lot of the traits that I
has a lot of the traits that I personally value honesty openness
personally value honesty openness authenticity value these are all words
authenticity value these are all words in my personal brand Persona that have
in my personal brand Persona that have translated into my company Persona
translated into my company Persona however help bank's long-term future
however help bank's long-term future also involves helping people with
also involves helping people with Finance Finance is not a word I use on
Finance Finance is not a word I use on my personal brand and also supporting
my personal brand and also supporting people to get the funding they need is
people to get the funding they need is something I have personally done many
something I have personally done many many times but as an organization as a
many times but as an organization as a platform it's going to be a much more
platform it's going to be a much more serious thing for help bank so when The
serious thing for help bank so when The Branding was designed we said it has to
Branding was designed we said it has to look a little bit more serious than the
look a little bit more serious than the Simon squid brand because ultimately
Simon squid brand because ultimately we'll be funding people people's dreams
we'll be funding people people's dreams at scale and people need to trust if we
at scale and people need to trust if we tell them we're going to fund their
tell them we're going to fund their dreams it's actually going to happen so
dreams it's actually going to happen so the help Bank branding is a combination
the help Bank branding is a combination of the Simon squid branding and our
of the Simon squid branding and our competitors potentially in the future we
competitors potentially in the future we want to make it look serious it has some
want to make it look serious it has some element of fun but ultimately it has its
element of fun but ultimately it has its own brand Persona and all you need to do
own brand Persona and all you need to do initially to get the brand right is
initially to get the brand right is write down all the different brand
write down all the different brand values now I want to teach you about how
values now I want to teach you about how companies apply brand at scale and
companies apply brand at scale and there's a few different ways it
there's a few different ways it generally plays out so let's take a
generally plays out so let's take a brand like Canon and Canon run a brand
brand like Canon and Canon run a brand method which we call reference right and
method which we call reference right and reference is when they leverage someone
reference is when they leverage someone else's brand to make their brand look
else's brand to make their brand look good so Canon for example work with a
good so Canon for example work with a photographer called Peter McKinnon who
photographer called Peter McKinnon who is a brilliant photographer I'm a big
is a brilliant photographer I'm a big fan of his and by by sponsoring him by
fan of his and by by sponsoring him by supporting him they don't need
supporting him they don't need that person as a CEO and their company
that person as a CEO and their company like like apple have done they have it
like like apple have done they have it external Nike also do this I mentioned
external Nike also do this I mentioned earlier Nike will sponsor top performing
earlier Nike will sponsor top performing athletes with nice personalities that
athletes with nice personalities that have values and that therefore becomes
have values and that therefore becomes part of the night brand so they use this
part of the night brand so they use this reference model to make their own brand
reference model to make their own brand look good now apple as I mentioned
look good now apple as I mentioned earlier they use a different method I
earlier they use a different method I call this the leadership method and the
call this the leadership method and the leadership method is basically
leadership method is basically where you have a person in the company
where you have a person in the company that represents the brand values now in
that represents the brand values now in help bank I am that person probably in
help bank I am that person probably in your business you are if you're a small
your business you are if you're a small business owner the person that is the
business owner the person that is the leadership value brand ambassador for
leadership value brand ambassador for your company you're probably the one
your company you're probably the one that ask to go on stage and talk about
that ask to go on stage and talk about your business you're the one in sales
your business you're the one in sales meetings whatever your business model is
meetings whatever your business model is you're probably the one representing the
you're probably the one representing the brand of course your staff will
brand of course your staff will represent the brand your office
represent the brand your office environment will represent the brand
environment will represent the brand like I said earlier the days when you go
like I said earlier the days when you go out have a party and post on your social
out have a party and post on your social media will represent your brand but when
media will represent your brand but when it comes to making your brand values
it comes to making your brand values clear you do it by these two methods you
clear you do it by these two methods you either have a reference model which
either have a reference model which means you sponsor certain people that
means you sponsor certain people that represent your brand value or you have a
represent your brand value or you have a Leadership Model which is you personally
Leadership Model which is you personally in the company leading the charge to
in the company leading the charge to make sure people understand your brand
make sure people understand your brand and I think when it comes to Brand
and I think when it comes to Brand building there are are some risks in
building there are are some risks in both of these models now in the
both of these models now in the reference model if a celebrity that's
reference model if a celebrity that's supporting your brand does something bad
supporting your brand does something bad that can affect your brand now this
that can affect your brand now this happens a lot and they often get fired
happens a lot and they often get fired quick I think one of the most famous
quick I think one of the most famous cases Kanye West who of course got
cases Kanye West who of course got dropped by Adidas and and then lawsuits
dropped by Adidas and and then lawsuits Galore but what I'm saying is though
Galore but what I'm saying is though what's good about the reference model is
what's good about the reference model is you don't have to spend four years
you don't have to spend four years building up social media presence like
building up social media presence like me I've spent every single day four
me I've spent every single day four years doing a post building up a
years doing a post building up a community you can just leverage all of
community you can just leverage all of that hard work and your brand can have
that hard work and your brand can have the halo effect of working with me but
the halo effect of working with me but the downside is what if I do something
the downside is what if I do something bad then your brand is at risk so you
bad then your brand is at risk so you need to have mechanisms in place to make
need to have mechanisms in place to make sure you're protected as a brand but
sure you're protected as a brand but that's how you scale brand and of course
that's how you scale brand and of course the Leadership Model also has its
the Leadership Model also has its weaknesses we all saw this a little bit
weaknesses we all saw this a little bit with Steve Jobs when Steve Jobs left
with Steve Jobs when Steve Jobs left apple apple had a real problem for a
apple apple had a real problem for a long time they put so much of their
long time they put so much of their brand value in the Steve Jobs brand that
brand value in the Steve Jobs brand that when he left the magic left was often
when he left the magic left was often what people said right so you have to
what people said right so you have to make sure that you as a leader it's
make sure that you as a leader it's sustainable for you to be that leader
sustainable for you to be that leader and Lead that brand effort and or
and Lead that brand effort and or there's a good transition model in place
there's a good transition model in place and again when Steve Jobs went back to
and again when Steve Jobs went back to Apple he did have a strong transition
Apple he did have a strong transition model with Tim Cook now Tim Cook's an
model with Tim Cook now Tim Cook's an interesting one because he's not Steve
interesting one because he's not Steve Jobs of course but he is Mr Data he's
Jobs of course but he is Mr Data he's someone you trust with your data right
someone you trust with your data right they've picked him in part because he
they've picked him in part because he looks trustworthy he talks in a very
looks trustworthy he talks in a very trustworthy and transparent way and in
trustworthy and transparent way and in Apple's process of building a brand
Apple's process of building a brand today that is more important to them
today that is more important to them than a Maverick leader telling you about
than a Maverick leader telling you about a brilliant product in fact the Apple
a brilliant product in fact the Apple iPhone hasn't changed much since Steve
iPhone hasn't changed much since Steve Job died but the point I'm trying to
Job died but the point I'm trying to make here is if you want a brand to be
make here is if you want a brand to be successful you've got to pick one of
successful you've got to pick one of these two strategies now you can do both
these two strategies now you can do both of course but you probably double the
of course but you probably double the risk of having some problem in your
risk of having some problem in your business and whichever path you choose
business and whichever path you choose make sure you think it through right to
make sure you think it through right to the end have the ability to cut that
the end have the ability to cut that influencer out of your business if
influencer out of your business if anything goes wrong and equally if
anything goes wrong and equally if you're running the Leadership Model make
you're running the Leadership Model make sure that that leader has a transition
sure that that leader has a transition plan because at some point we're all
plan because at some point we're all going to die now hopefully we're all
going to die now hopefully we're all going to live forever with Elon must
going to live forever with Elon must help I'm sure that's true but I will
help I'm sure that's true but I will tell you now the final thing really
tell you now the final thing really important in brand learn to say
important in brand learn to say no if you don't say no to the wrong
no if you don't say no to the wrong relationships the wrong brand
relationships the wrong brand Partnerships the wrong clients your
Partnerships the wrong clients your brand will get damaged
brand will get damaged I have had this experience myself I
I have had this experience myself I spent 10 years building up a brand it
spent 10 years building up a brand it had a fantastic reputation and then I
had a fantastic reputation and then I got a bad client that didn't understand
got a bad client that didn't understand how the world worked and made my brand
how the world worked and made my brand with their big mouth and their lies
with their big mouth and their lies and this can be hugely damaging we all
and this can be hugely damaging we all have probably heard the saying you can
have probably heard the saying you can spend 30 years building a reputation it
spend 30 years building a reputation it only takes 5 seconds for it to go to
only takes 5 seconds for it to go to I tell you from experience that
I tell you from experience that saying no to things is powerful if you
saying no to things is powerful if you have an inkling spider senses that
have an inkling spider senses that someone isn't good or a brand isn't good
someone isn't good or a brand isn't good don't match with your malls do not take
don't match with your malls do not take their money say no your brand is the
their money say no your brand is the most valuable asset you will ever ever
most valuable asset you will ever ever build my company got sold for a lot of
build my company got sold for a lot of money in the end because I had a good
money in the end because I had a good brand image I had a good brand value
brand image I had a good brand value they told me they bought the brand not
they told me they bought the brand not the business build a brand not a
the business build a brand not a business and I promise you that brand
business and I promise you that brand will live forever next up how to hire
will live forever next up how to hire how to grow and how to build these three
how to grow and how to build these three things are interl and if you get this
things are interl and if you get this formula right your business business can
formula right your business business can take off and forever give you the income
take off and forever give you the income you need be a brand you love and
you need be a brand you love and ultimately not be a management nightmare
ultimately not be a management nightmare that a lot of people have when they
that a lot of people have when they build a business so first of all how to
build a business so first of all how to hire I always tell people if your
hire I always tell people if your business has a
purpose and the people you hire believe in that purpose you will never have to
in that purpose you will never have to manage anybody you will be managing
manage anybody you will be managing purpose not people one of the big things
purpose not people one of the big things people complain to me about is managing
people complain to me about is managing people and often when I look at their
people and often when I look at their business to see why because they have
business to see why because they have not installed a purpose in their
not installed a purpose in their business that resonates with the people
business that resonates with the people that they have hired Sometimes some
that they have hired Sometimes some businesses later install a purpose but
businesses later install a purpose but then that purpose just becomes a slogan
then that purpose just becomes a slogan on the wall because the people they
on the wall because the people they hired in the early days weren't hired
hired in the early days weren't hired around purpose you have to have this at
around purpose you have to have this at the center of ill and when you hire
the center of ill and when you hire someone always check that they genuinely
someone always check that they genuinely care about that purpose some people will
care about that purpose some people will play you lip service to get the job so
play you lip service to get the job so there is a few hacks that you can do to
there is a few hacks that you can do to make sure that person really cares first
make sure that person really cares first of all go check out their social media
of all go check out their social media go see what that person really cares
go see what that person really cares about you will see it if they care about
about you will see it if they care about the planet if you see them driving
the planet if you see them driving around in some gas-guzzling car they
around in some gas-guzzling car they probably don't care about the
probably don't care about the environment so actually doing your
environment so actually doing your research on your hires being careful
research on your hires being careful about the people you bring into your
about the people you bring into your purpose matters check their history
purpose matters check their history check for references I don't know why
check for references I don't know why people don't do this people don't ask
people don't do this people don't ask for references anymore I don't know why
for references anymore I don't know why now I know in England it's illegal to
now I know in England it's illegal to give someone a bad reference
give someone a bad reference but if you ask right I don't want people
but if you ask right I don't want people to have a bad employee in their life if
to have a bad employee in their life if I had that bad employee in mine it's
I had that bad employee in mine it's important that we share these things to
important that we share these things to help that employee get better if they
help that employee get better if they had a bad reference they'd act better
had a bad reference they'd act better they'd do a better job now
they'd do a better job now ultimately I think when hiring people
ultimately I think when hiring people the key is give them Equity now I'm
the key is give them Equity now I'm going to talk more about Equity a little
going to talk more about Equity a little bit later in the video it always comes
bit later in the video it always comes up but if you give your team equity
up but if you give your team equity they are aligned with your
they are aligned with your success now any owner of any business
success now any owner of any business knows that the real value in a company
knows that the real value in a company is not its turnover it's in its brand
is not its turnover it's in its brand and if over 10 years an employee helps
and if over 10 years an employee helps make that brand grow but are only taking
make that brand grow but are only taking an income they're never getting their
an income they're never getting their true value you have to own equity in the
true value you have to own equity in the business that you are working in now
business that you are working in now there's many different ways to do it so
there's many different ways to do it so if you're working for someone today of
if you're working for someone today of course you can go ask for equity in that
course you can go ask for equity in that company you've got nothing to lose
company you've got nothing to lose they'll probably laugh they might say no
they'll probably laugh they might say no I promise you respect you more
I promise you respect you more especially if they're a Founder the
especially if they're a Founder the second thing is you can build a business
second thing is you can build a business where you work with that company but you
where you work with that company but you own equity in it so you can start your
own equity in it so you can start your own company but have equity in that
own company but have equity in that company and then work for that person
company and then work for that person now the point I'm telling you here is
now the point I'm telling you here is that give your employees respect if you
that give your employees respect if you want to keep people and you want them to
want to keep people and you want them to be motivated have this conversation
be motivated have this conversation openly talk about this subject you
openly talk about this subject you should be saying they should have Equity
should be saying they should have Equity now it might not be possible to give
now it might not be possible to give people Equity straight away it might not
people Equity straight away it might not be something you feel comfortable with
be something you feel comfortable with doing straight away but I promise you
doing straight away but I promise you your turnover will be less your stress
your turnover will be less your stress will be less your company will be
will be less your company will be stronger if that person in your company
stronger if that person in your company has equity and most people don't have
has equity and most people don't have the guts to do it and they W then spend
the guts to do it and they W then spend years stressing they can't find anyone
years stressing they can't find anyone or that they can't find anyone that
or that they can't find anyone that actually cares it's because they don't
actually cares it's because they don't own what you own give them a piece of
own what you own give them a piece of the business and you'll have loyalty of
the business and you'll have loyalty of course it comes with its risks but in my
course it comes with its risks but in my opinion High turnover High management
opinion High turnover High management high stress is a bigger risk than any
high stress is a bigger risk than any Equity problem you could have if someone
Equity problem you could have if someone leaves for example and ironically most
leaves for example and ironically most of the time why would people leave if
of the time why would people leave if they have equity in fact I had a case
they have equity in fact I had a case recently someone who worked with me for
recently someone who worked with me for four years I gave them equity in the
four years I gave them equity in the business and then they left but because
business and then they left but because I treated them with respect and because
I treated them with respect and because I treated them well and we had a good
I treated them well and we had a good relationship when they left they let me
relationship when they left they let me buy that Equity back at a very low rate
buy that Equity back at a very low rate they were very reasonable they did not
they were very reasonable they did not hold me blackmail now of course if
hold me blackmail now of course if you've hired the right person under
you've hired the right person under purpose and you've given them Equity
purpose and you've given them Equity most good people will not hold you over
most good people will not hold you over it to get that Equity back you can be
it to get that Equity back you can be reasonable but if you've done the right
reasonable but if you've done the right thing in the beginning by giving people
thing in the beginning by giving people Equity it's so easy now the third thing
Equity it's so easy now the third thing I'll tell you and this really links to
I'll tell you and this really links to how you grow your business you can't
how you grow your business you can't grow a business without people I would
grow a business without people I would say that today with AI and all this
say that today with AI and all this technology you'll be able to grow a
technology you'll be able to grow a business with less people but you won't
business with less people but you won't be able to grow a business with no
be able to grow a business with no people so you need to grow a business
people so you need to grow a business through growing its culture you need to
through growing its culture you need to make sure that this business has values
make sure that this business has values I had a business called
I had a business called fluid this business went on to become
fluid this business went on to become one of the most successful creative
one of the most successful creative agencies in Asia that I sold to price
agencies in Asia that I sold to price water house Cooper for more money than
water house Cooper for more money than I'll ever need and one of the things I
I'll ever need and one of the things I did in the early days of that business
did in the early days of that business which was a big mistake is I built a
which was a big mistake is I built a business to make money now that might
business to make money now that might not sound like a mistake but what
not sound like a mistake but what happened first year I hired people there
happened first year I hired people there were knew it was exciting second year
were knew it was exciting second year people started to leave why did they
people started to leave why did they leave because the values of the the
leave because the values of the the business were wrong I changed the values
business were wrong I changed the values in that business we went from a business
in that business we went from a business that was designed to make money to a
that was designed to make money to a business that would protect the staff
business that would protect the staff from Bad clients I had a creative agency
from Bad clients I had a creative agency often designers were treated badly do
often designers were treated badly do this by tomorrow at 12 I need it instead
this by tomorrow at 12 I need it instead of understanding that creativity is a
of understanding that creativity is a process so we switched our whole model
process so we switched our whole model instead of working for clients we worked
instead of working for clients we worked for the creative people and help them
for the creative people and help them manage clients that transformed our
manage clients that transformed our business and helped help us grow by
business and helped help us grow by thinking about things differently
thinking about things differently instead of traditionally you will grow
instead of traditionally you will grow your business and by looking after your
your business and by looking after your people it's cheesy I know you can grow
people it's cheesy I know you can grow much easier now when you grow assuming
much easier now when you grow assuming you follow my advice and you grow your
you follow my advice and you grow your business this is the important thing you
business this is the important thing you need to identify what is your
need to identify what is your destination what are you actually
destination what are you actually growing for now I have a lot of people
growing for now I have a lot of people recently approached me and say please
recently approached me and say please invest in my business arm and I want to
invest in my business arm and I want to grow it my first question is why what is
grow it my first question is why what is it you're trying to do by growing your
it you're trying to do by growing your business what's the real reason you're
business what's the real reason you're growing your business is it ego do you
growing your business is it ego do you really want to work more or is it want
really want to work more or is it want to make the business bigger so you can
to make the business bigger so you can bring in management so you can not have
bring in management so you can not have to work so hard so you're working hard
to work so hard so you're working hard now to grow it that's fine I think you
now to grow it that's fine I think you need a reason to grow it now I want to
need a reason to grow it now I want to grow the biggest platform in the world
grow the biggest platform in the world that helps people for free learn
that helps people for free learn business so I want it to be big I know
business so I want it to be big I know my destination I want to help 10 million
my destination I want to help 10 million people for free start a business they
people for free start a business they love and never feel alone doing it so I
love and never feel alone doing it so I know my destination and therefore I'm
know my destination and therefore I'm growing both from a higher point of view
growing both from a higher point of view from a culture point of view in that
from a culture point of view in that direction but I have had points in my
direction but I have had points in my life and the early days of fluid where
life and the early days of fluid where actually I wanted to work three days a
actually I wanted to work three days a week doing cool stuff with Brands and
week doing cool stuff with Brands and two days a week going to the beach with
two days a week going to the beach with my girlfriend having fun and so I didn't
my girlfriend having fun and so I didn't grow the business too much at the
grow the business too much at the beginning I actually had a different
beginning I actually had a different ambition and there's nothing wrong with
ambition and there's nothing wrong with that and if you want to grow your
that and if you want to grow your business brilliant follow this formula
business brilliant follow this formula have purpose bring people in that have
have purpose bring people in that have value and own value in the business and
value and own value in the business and you will grow if you look after them and
you will grow if you look after them and your customer base the final thing I'll
your customer base the final thing I'll talk about when it comes to really
talk about when it comes to really building a business and making a
building a business and making a business successful first of all take
business successful first of all take risk make sure that you build MVPs
risk make sure that you build MVPs minimum viable products try things out
minimum viable products try things out if you really want to build a company
if you really want to build a company you can't stay stagnant no company today
you can't stay stagnant no company today is around when they stay stagnant think
is around when they stay stagnant think about Blockbusters or any of these
about Blockbusters or any of these businesses that just sat on their
businesses that just sat on their technology like Kodak and didn't do
technology like Kodak and didn't do anything with it you can't sit still
anything with it you can't sit still Kodak invented the digital camera you
Kodak invented the digital camera you can't sit still you have to put these
can't sit still you have to put these things into the market Kodak didn't want
things into the market Kodak didn't want to put their film uh cam digital camera
to put their film uh cam digital camera into the market because it would have
into the market because it would have meant film was gone and film was their
meant film was gone and film was their Core Business you've got to disrupt
Core Business you've got to disrupt yourself if you really want to build a
yourself if you really want to build a business that's going to last if you
business that's going to last if you really want to build a successful
really want to build a successful company I'm going to use a dirty word a
company I'm going to use a dirty word a word that I personally hate but has
word that I personally hate but has saved me you need to build systems you
saved me you need to build systems you need to move from what is often in the
need to move from what is often in the early days of a business what I call a
early days of a business what I call a generalist mindset where everybody can
generalist mindset where everybody can do everything to a specialist mindset
do everything to a specialist mindset you need you need to allow people to be
you need you need to allow people to be specialists in certain areas now when I
specialists in certain areas now when I was younger I'm a generalist I can do
was younger I'm a generalist I can do kind of everything I can clean the
kind of everything I can clean the toilets in the company toilets when
toilets in the company toilets when they're dirty I can help people get
they're dirty I can help people get their car loaded up and get to the site
their car loaded up and get to the site to do the pitch I can do the pitch I
to do the pitch I can do the pitch I could do everything but I became a
could do everything but I became a specialist in marketing and I think as
specialist in marketing and I think as you grow a business you have to take
you grow a business you have to take away the generalist people and build out
away the generalist people and build out specialist people people that do a
specialist people people that do a particular thing well to help the
particular thing well to help the business grow and that involves Building
business grow and that involves Building Systems that allow people to do that in
Systems that allow people to do that in your hiring process in your growing
your hiring process in your growing process and in your mindset even you as
process and in your mindset even you as a Founder potentially you have to make
a Founder potentially you have to make sure that you learn a skill set
sure that you learn a skill set otherwise you become redundant which by
otherwise you become redundant which by the way is fine I have often got myself
the way is fine I have often got myself replaced in a company that I have built
replaced in a company that I have built I think that's actually pretty smart
I think that's actually pretty smart unless you can become a specialist it's
unless you can become a specialist it's probably the best thing for the company
probably the best thing for the company too there's likely to be a CEO out there
too there's likely to be a CEO out there that's better than you when you're at
that's better than you when you're at scale I found that to be the case many
scale I found that to be the case many times I replace myself at fluid 11 years
times I replace myself at fluid 11 years in by someone who is a better CEO than
in by someone who is a better CEO than me so hopefully if you know your purpose
me so hopefully if you know your purpose and you give purpose to the people you
and you give purpose to the people you hire you have Equity both for your team
hire you have Equity both for your team and for the wider growth of the business
and for the wider growth of the business you know your values and you apply them
you know your values and you apply them you know your destination and you apply
you know your destination and you apply this very important point of systems
this very important point of systems and removing
generalism you will have a business that is easy to hire people that will scale
is easy to hire people that will scale and will build into something that lives
and will build into something that lives without you now let's talk about how to
without you now let's talk about how to fire someone now I have fired hundreds
fire someone now I have fired hundreds of people in my career and I'm going to
of people in my career and I'm going to teach you how to fire someone and also
teach you how to fire someone and also when you're likely to be getting fired
when you're likely to be getting fired so one of the things I hate to do is
so one of the things I hate to do is fire someone it's a very necessary skill
fire someone it's a very necessary skill if you want to survive in business I've
if you want to survive in business I've often built up large companies that
often built up large companies that needed to get small again quick for
needed to get small again quick for various reasons you have to learn to
various reasons you have to learn to fire people it is not nice but one of
fire people it is not nice but one of the most difficult things about firing
the most difficult things about firing people is understanding when to do it
people is understanding when to do it now I think when it comes to actually
now I think when it comes to actually firing people structurally like for
firing people structurally like for example doing it legally sending the
example doing it legally sending the appropriate warnings doing the proper
appropriate warnings doing the proper paperwork all of this stuff you can get
paperwork all of this stuff you can get off a lawyer I'm not going to waste your
off a lawyer I'm not going to waste your time telling you the law in your country
time telling you the law in your country wherever you are it will be different
wherever you are it will be different anyway I'm going to talk more about the
anyway I'm going to talk more about the actual Act and also what's involved in
actual Act and also what's involved in making the decision as to whether or not
making the decision as to whether or not someone should be fired I learned long
someone should be fired I learned long ago A system that I call the seven and
ago A system that I call the seven and eight rule it's very simple and obvious
eight rule it's very simple and obvious when I first start explaining it now if
when I first start explaining it now if someone's in your company and they are
someone's in your company and they are really good like you love them they love
really good like you love them they love you they're obviously a nine and 10 you
you they're obviously a nine and 10 you want to keep them and you want them to
want to keep them and you want them to stay and they want to stay most of the
stay and they want to stay most of the time those people are 9 and 10 T because
time those people are 9 and 10 T because they're enjoying it now of course like I
they're enjoying it now of course like I said earlier make sure you give these
said earlier make sure you give these people Equity make sure you look after
people Equity make sure you look after these people over time but you know you
these people over time but you know you want to keep them and they want to stay
want to keep them and they want to stay it's a Nob brainet it's cool then you
it's a Nob brainet it's cool then you have what I call the ones and twos these
have what I call the ones and twos these are people who are at their job
are people who are at their job they know their at their job you
they know their at their job you know their at their job and most of
know their at their job and most of the time they either quit or you fire
the time they either quit or you fire them it's a no-brainer everyone feels it
them it's a no-brainer everyone feels it they don't turn up on time they don't
they don't turn up on time they don't care about the purpose of the company
care about the purpose of the company whatever it is it's obvious that
whatever it is it's obvious that relationship comes to an end naturally
relationship comes to an end naturally the really difficult thing for any
the really difficult thing for any employer and for that matter any
employer and for that matter any employee is if you are a 7 and8 which
employee is if you are a 7 and8 which means you're almost good enough you're
means you're almost good enough you're almost able to do the job and sometimes
almost able to do the job and sometimes as an employer you're desperately hoping
as an employer you're desperately hoping they become good enough you're waiting
they become good enough you're waiting for them to become a nine and 10 and
for them to become a nine and 10 and some days they are but then they SLI
some days they are but then they SLI back to a six some days they're a seven
back to a six some days they're a seven and there's various reasons why people
and there's various reasons why people are seven and eight and often it's not
are seven and eight and often it's not because they're crap at their job it's
because they're crap at their job it's because they're in the wrong job with
because they're in the wrong job with the wrong team doing the wrong thing I
the wrong team doing the wrong thing I have often seen a seven and eight and
have often seen a seven and eight and actually move them to a different
actually move them to a different department or a different role and they
department or a different role and they become nines and tens but that's not
become nines and tens but that's not always the case and sometimes the
always the case and sometimes the hardest people to fire are the seven and
hardest people to fire are the seven and eights so how do you do it well I think
eights so how do you do it well I think first of all you put proper structure in
first of all you put proper structure in place to identify what is success for
place to identify what is success for that employee you want to understand how
that employee you want to understand how they work what's going on in their lives
they work what's going on in their lives instead of walking into the room and
instead of walking into the room and saying you haven't performed you walk
saying you haven't performed you walk into the room and you say how can I help
into the room and you say how can I help you perform there's things that you can
you perform there's things that you can do as a leader to check whether or not
do as a leader to check whether or not that person can get better at their job
that person can get better at their job and if there's anything you can do to
and if there's anything you can do to support them but in the
support them but in the end learn the seven and eight rule and I
end learn the seven and eight rule and I have seen this I have kept seven and
have seen this I have kept seven and eights in my companies in the past and
eights in my companies in the past and the nines and tens leave if someone can
the nines and tens leave if someone can surf get away with it and not do their
surf get away with it and not do their job and no repercussions then why would
job and no repercussions then why would a 9 and 10 stay why would a 9 and 10
a 9 and 10 stay why would a 9 and 10 stay a 9 and 10 if they can get lazy and
stay a 9 and 10 if they can get lazy and not work as hard or cut corners and not
not work as hard or cut corners and not get fired then you're going to have a
get fired then you're going to have a problem nine and 10 will not stay in
problem nine and 10 will not stay in your business and you'll have a company
your business and you'll have a company full of seven and eights and seven and
full of seven and eights and seven and eights are hard to manage take up nearly
eights are hard to manage take up nearly all of the conversation any HR
all of the conversation any HR conversation you have to learn to grow a
conversation you have to learn to grow a pair of balls and fire these people and
pair of balls and fire these people and you know what when you do this has
you know what when you do this has happened to me many times they're
happened to me many times they're grateful because those seven and eights
grateful because those seven and eights if you fire them can often go on to find
if you fire them can often go on to find a job they like where they are a nine
a job they like where they are a nine and 10 and are appreciated it's your
and 10 and are appreciated it's your responsibility to fire seven and eights
responsibility to fire seven and eights so how can you identify if someone is a
so how can you identify if someone is a seven and8 well the rule I have is how
seven and8 well the rule I have is how many times a day are you talking about
many times a day are you talking about them if they come up too much in any
them if they come up too much in any conversation amongst your team members
conversation amongst your team members event your customers more than once or
event your customers more than once or twice in a week you probably got a
twice in a week you probably got a problem second thing is you often are
problem second thing is you often are running a system in your brain where you
running a system in your brain where you are
are fearful of not finding a replacement so
fearful of not finding a replacement so you don't want to fire them because
you don't want to fire them because they're better than nobody and I've done
they're better than nobody and I've done this myself many times a seven and eight
this myself many times a seven and eight is at least a pair of hands helping you
is at least a pair of hands helping you when you're building a business
when you're building a business sometimes that's a relief and the idea
sometimes that's a relief and the idea of having to find someone new is painful
of having to find someone new is painful so you need to get strong you need to
so you need to get strong you need to realize and maybe even line up your next
realize and maybe even line up your next hire before you fire now I promise you
hire before you fire now I promise you that employee and I would be the same is
that employee and I would be the same is also looking for another job so maybe
also looking for another job so maybe what you can do is help them find that
what you can do is help them find that other job I have done this many times
other job I have done this many times I've gone to someone who's a seven and
I've gone to someone who's a seven and eight and said you're not happy I don't
eight and said you're not happy I don't think you're not completely doing the
think you're not completely doing the job the way you should I've helped you
job the way you should I've helped you get an interview at this other company
get an interview at this other company it has actually built relationships with
it has actually built relationships with people that weren't happy in the company
people that weren't happy in the company but are now my friends outside of work
but are now my friends outside of work you can help that person even though it
you can help that person even though it might be frustrating that there person's
might be frustrating that there person's in your company and not performing the
in your company and not performing the best thing you can do is work out a
best thing you can do is work out a solution for them and for you and you
solution for them and for you and you can build a great relationship with that
can build a great relationship with that person even though that it's perhaps not
person even though that it's perhaps not a great relationship in the company
a great relationship in the company right now by helping them move on so
right now by helping them move on so following the rule identify seven and
following the rule identify seven and eights be honest with yourself do not
eights be honest with yourself do not have fear that you cannot replace them
have fear that you cannot replace them and find a N9 and 10 you will help that
and find a N9 and 10 you will help that seven and eight find a new job and
seven and eight find a new job and always be honest with seven and eight
always be honest with seven and eight how you're feeling it will be better for
how you're feeling it will be better for you and for them and there is a chance
you and for them and there is a chance and it's happened a few times in my
and it's happened a few times in my career or that person becomes a nine and
career or that person becomes a nine and 10 and it can often be when you give
10 and it can often be when you give them Equity let's talk about how to go
them Equity let's talk about how to go Global now why is going global one of my
Global now why is going global one of my main points it's because a lot of people
main points it's because a lot of people don't realize that they can go Global a
don't realize that they can go Global a lot of people don't realize that they'll
lot of people don't realize that they'll probably remove a lot of the risk in
probably remove a lot of the risk in their business if they do Go Global why
their business if they do Go Global why well if you're in more than one market
well if you're in more than one market and the market you're in is in trouble
and the market you're in is in trouble you spread your risk I've had this
you spread your risk I've had this happen to me many times in my early
happen to me many times in my early career with fluid we were just in Hong
career with fluid we were just in Hong Kong and it was risky Hong Kong had a
Kong and it was risky Hong Kong had a lot of ups and downs and when we had the
lot of ups and downs and when we had the downs I was subject completely to that
downs I was subject completely to that down I had no counterbalance with a
down I had no counterbalance with a business potentially in another market
business potentially in another market doing well and going global it turns out
doing well and going global it turns out is not difficult anymore often people
is not difficult anymore often people don't realize there are a few steps to
don't realize there are a few steps to allow your business to go Global when
allow your business to go Global when you didn't think it was even possible so
you didn't think it was even possible so what are those steps first identify
what are those steps first identify whether there's an opportunity for your
whether there's an opportunity for your product or your service in another
product or your service in another market so
market so research and even if you don't want to
research and even if you don't want to open up that second office or or sell
open up that second office or or sell that product in that market once you
that product in that market once you understand what markets where this could
understand what markets where this could work are there's a couple of
work are there's a couple of opportunities for you now I could
opportunities for you now I could reverse back to raising money if you're
reverse back to raising money if you're able to say to someone that you can open
able to say to someone that you can open up your product in other markets with
up your product in other markets with their investment it can make an investor
their investment it can make an investor happy that's just one example it can
happy that's just one example it can make an investor actually go ahead and
make an investor actually go ahead and invest in you equally like I mentioned
invest in you equally like I mentioned earlier as well well if a brand wants to
earlier as well well if a brand wants to sponsor you to open up another office
sponsor you to open up another office this can be a way for you to grow your
this can be a way for you to grow your business and you reduce your risk under
business and you reduce your risk under the dime of a brand partnership research
the dime of a brand partnership research is key at this stage find out where your
is key at this stage find out where your product could be sold even if you don't
product could be sold even if you don't want to do the work to do it second you
want to do the work to do it second you can basically set up models like
can basically set up models like franchising so if you don't want to set
franchising so if you don't want to set up that business in another Market you
up that business in another Market you can set up a brand franchising
can set up a brand franchising Arrangement so someone else will open it
Arrangement so someone else will open it up and someone else will do the work but
up and someone else will do the work but you can make money by doing nothing I
you can make money by doing nothing I hate passive income I don't think that
hate passive income I don't think that exists but this is the closest thing to
exists but this is the closest thing to it in my opinion someone else running
it in my opinion someone else running your brand in another Market under a
your brand in another Market under a license so I think that franchising is a
license so I think that franchising is a real opportunity and it's a it's a bit
real opportunity and it's a it's a bit of a misunderstood word franchising
of a misunderstood word franchising because a lot of people kind of think of
because a lot of people kind of think of like Subway or um McDonald's but
like Subway or um McDonald's but franchising can apply to a service
franchising can apply to a service business and many many companies are
business and many many companies are built on Partnerships under a franchise
built on Partnerships under a franchise structure the other thing that's really
structure the other thing that's really important about going global is making
important about going global is making sure your business can stand the test of
sure your business can stand the test of time and if you have a business that is
time and if you have a business that is thinking globally ironically you're more
thinking globally ironically you're more likely to survive in the long term
likely to survive in the long term you'll learn an important lesson which
you'll learn an important lesson which is it's easier to run a big company than
is it's easier to run a big company than a small company far too many
a small company far too many entrepreneurs and me included at points
entrepreneurs and me included at points in my career have made my business too
in my career have made my business too small that I am the only one that can
small that I am the only one that can run it I can't afford Senior Management
run it I can't afford Senior Management I can't afford to get help I can't
I can't afford to get help I can't afford to actually stop working for a
afford to actually stop working for a week I'm telling you now by thinking
week I'm telling you now by thinking Global you give yourself a chance to
Global you give yourself a chance to grow a big business and it's easier than
grow a big business and it's easier than having a small business despite what
having a small business despite what you've been told by other people get a
you've been told by other people get a big business if you can now it does link
big business if you can now it does link back to what your mission in life is
back to what your mission in life is maybe you don't want a big business but
maybe you don't want a big business but do not decide to not have a big business
do not decide to not have a big business because you think it's easier to have a
because you think it's easier to have a small business it's not small is not
small business it's not small is not easier I have run big businesses and I
easier I have run big businesses and I have run small businesses and I had an
have run small businesses and I had an easier life once I've made the business
easier life once I've made the business big so do not trap your yourself in any
big so do not trap your yourself in any Market do not subject yourself to any
Market do not subject yourself to any Market that could disrupt your business
Market that could disrupt your business and make sure you always give yourself
and make sure you always give yourself the chance to be free of your very own
the chance to be free of your very own business not trapping you how to get a
business not trapping you how to get a mentor this is the single biggest
mentor this is the single biggest question I ever get asked and it's so
question I ever get asked and it's so simple to answer no one seems to listen
simple to answer no one seems to listen to me but I'm going to try anyway if you
to me but I'm going to try anyway if you want a mentor in your business I totally
want a mentor in your business I totally understand why that sounds cool but the
understand why that sounds cool but the reality is people have built businesses
reality is people have built businesses around this concept that you need a
around this concept that you need a mentor and they've sold you it as the
mentor and they've sold you it as the solution it isn't what you actually need
solution it isn't what you actually need is not a mentor what you need in reality
is not a mentor what you need in reality is someone who can answer the questions
is someone who can answer the questions that you have and perhaps even give you
that you have and perhaps even give you the answers to questions you didn't know
the answers to questions you didn't know to ask and this can all be done without
to ask and this can all be done without a mentor in fact I would argue if you
a mentor in fact I would argue if you got me as your Mentor it would be pretty
got me as your Mentor it would be pretty annoying cuz Mentor will tell you their
annoying cuz Mentor will tell you their experience but it might not be relevant
experience but it might not be relevant to your life this video today in a way
to your life this video today in a way is all the knowledge I have anyway so of
is all the knowledge I have anyway so of course you can still have me as your
course you can still have me as your Mentor but what you're really saying if
Mentor but what you're really saying if you're honest about it is you're looking
you're honest about it is you're looking for a coach you're looking for someone
for a coach you're looking for someone to keep you accountable and you can
to keep you accountable and you can actually break down what that means into
actually break down what that means into what you really need if you want someone
what you really need if you want someone to work with you in your business and
to work with you in your business and keep you accountable get a co-founder if
keep you accountable get a co-founder if you want someone to help you with sales
you want someone to help you with sales hire a salesperson if you know the
hire a salesperson if you know the question you want to ask then ask it now
question you want to ask then ask it now I say all that I still want to deliver
I say all that I still want to deliver on a promise to help you get a mentor
on a promise to help you get a mentor and this is how you get a mentor number
and this is how you get a mentor number one you
matters what matters to that
person someone reached out to me yesterday asking me be to be their
yesterday asking me be to be their Mentor for a property development
Mentor for a property development business they want to run do you not
business they want to run do you not know who I am I hate the property
know who I am I hate the property industry and everything it stands for I
industry and everything it stands for I think property should be a basic human
think property should be a basic human right and the present balet system has
right and the present balet system has screwed the world up I don't want to
screwed the world up I don't want to help someone do that now they were very
help someone do that now they were very nice and very polite I won't name who
nice and very polite I won't name who they are but I'm telling you right now
they are but I'm telling you right now do your research before you ask someone
do your research before you ask someone for help of course I'm not going to
for help of course I'm not going to reply to that fact I did reply saying no
reply to that fact I did reply saying no but I'm saying that most people won't
but I'm saying that most people won't reply you don't want to ask someone to
reply you don't want to ask someone to be your mentor and have not done the
be your mentor and have not done the research on them the second thing is
research on them the second thing is don't just say please be my mentor now
don't just say please be my mentor now there are plenty of people that don't
there are plenty of people that don't take my view that you don't need a
take my view that you don't need a mentor and do want a mentor and they
mentor and do want a mentor and they will Mentor you some will charge and
will Mentor you some will charge and some won't I'll get on to that in a
some won't I'll get on to that in a minute but when you ask someone to
minute but when you ask someone to Mentor you remember it's a bit like
Mentor you remember it's a bit like saying would you like to get married you
saying would you like to get married you need to Define what it means so
need to Define what it means so Define what you
mean when you say will you be my mentor tell people what that means for you I
tell people what that means for you I would like 10 minutes of your time once
would like 10 minutes of your time once a week and perhaps consider if you do
a week and perhaps consider if you do start defining what it is what sort of
start defining what it is what sort of questions you're going to ask and often
questions you're going to ask and often if you ask a question you will get a
if you ask a question you will get a mentor if you ask for a mentor you'll
mentor if you ask for a mentor you'll get no reply at all because no one can
get no reply at all because no one can commit to an open-ended question
commit to an open-ended question especially from a stranger asking for
especially from a stranger asking for mentorship you need to Define it in an
mentorship you need to Define it in an Ideal World I suggest you ask a question
Ideal World I suggest you ask a question first that's actually why I built help
first that's actually why I built help bank.com so you can go and write a
bank.com so you can go and write a question to 100 5,000 potential mentors
question to 100 5,000 potential mentors now if after all this you're still set
now if after all this you're still set on getting a mentor another way to get a
on getting a mentor another way to get a mentor is change the word mentor to
mentor is change the word mentor to advisor and when you're looking to build
advisor and when you're looking to build a company for example and maybe you want
a company for example and maybe you want to mentor to help you build a company
to mentor to help you build a company look for someone that has specific
look for someone that has specific knowledge that you're after and ask them
knowledge that you're after and ask them to join your Advisory Board now advisory
to join your Advisory Board now advisory boards a little bit more glamorous for
boards a little bit more glamorous for most people a mentor isn't something you
most people a mentor isn't something you see on many people's LinkedIn profile
see on many people's LinkedIn profile but advisor to this company and advisor
but advisor to this company and advisor to that company often is so reframe it
to that company often is so reframe it as advisory now if you've got a business
as advisory now if you've got a business with purpose and you followed the other
with purpose and you followed the other things I've said in this long video
things I've said in this long video today you'll know how important things
today you'll know how important things like process and systems and structure
like process and systems and structure and goal will lead you to decide what
and goal will lead you to decide what type of advisor you need and it's much
type of advisor you need and it's much easier to get an advisor than it is a
easier to get an advisor than it is a mentor and much easier to structure what
mentor and much easier to structure what the relationship is like if they're for
the relationship is like if they're for example one of your border advisers
example one of your border advisers they'd probably have equity in your
they'd probably have equity in your business so you're no longer asking
business so you're no longer asking someone to hang out with you and give
someone to hang out with you and give you a bit of advice and motivate you
you a bit of advice and motivate you you're asking someone to give you
you're asking someone to give you specific knowledge around something they
specific knowledge around something they love and believe in and it's much much
love and believe in and it's much much easier the next thing you can do to help
easier the next thing you can do to help yourself get a mentor is connect to the
yourself get a mentor is connect to the people that they are connected to so
people that they are connected to so referrals are the best way to get help
referrals are the best way to get help many times someone I know for a long
many times someone I know for a long time that's helped me out has asked me
time that's helped me out has asked me to Mentor someone to help them out and I
to Mentor someone to help them out and I have done it without question and so
have done it without question and so that
that referral a bit like in sales and the
referral a bit like in sales and the other things I've mentioned today
other things I've mentioned today referrals are so powerful try to get
referrals are so powerful try to get someone to refer you to the mentor that
someone to refer you to the mentor that you want it's also much easier for
you want it's also much easier for someone to say yes when they've got some
someone to say yes when they've got some reference point of someone that knows
reference point of someone that knows you now be careful don't go become
you now be careful don't go become friends with someone just to get them to
friends with someone just to get them to refer you it'll be transparent and
refer you it'll be transparent and actually hurt you so do it genuinely but
actually hurt you so do it genuinely but if you can get a referral for the mentor
if you can get a referral for the mentor that you need it's very powerful now the
that you need it's very powerful now the final way to get a mentor if that's what
final way to get a mentor if that's what you want the best way is to give value
you want the best way is to give value to the person you want as a mentor some
to the person you want as a mentor some of the people I've helped in my past
of the people I've helped in my past have helped me first I didn't ask them
have helped me first I didn't ask them to so for example someone redesigned a
to so for example someone redesigned a website for me and made my website
website for me and made my website better of course after someone's gone
better of course after someone's gone and made all that effort to support me
and made all that effort to support me and help me I'm going to give them time
and help me I'm going to give them time and I think that time in the early days
and I think that time in the early days allows us to work together to define the
allows us to work together to define the questions they're asking and Define the
questions they're asking and Define the things that that person actually needs
things that that person actually needs and so go and give value to the person
and so go and give value to the person that you want as your Mentor don't just
that you want as your Mentor don't just ask them for something try to bring them
ask them for something try to bring them something and it will make a huge
something and it will make a huge difference and I think that that's one
difference and I think that that's one of the things that people never do they
of the things that people never do they just want to extract value and this goes
just want to extract value and this goes back to my personal philosophy in life
back to my personal philosophy in life it's not give and take it's give without
it's not give and take it's give without take if you follow give without take
take if you follow give without take when trying to get a mentor if you
when trying to get a mentor if you follow give without take when trying to
follow give without take when trying to get Mentor I'm pretty sure you'll get
get Mentor I'm pretty sure you'll get that Mentor but don't expect anything
that Mentor but don't expect anything don't expect that person to become your
don't expect that person to become your Mentor give them value give them respect
Mentor give them value give them respect clearly you respect them you want them
clearly you respect them you want them to be your Mentor make the effort and
to be your Mentor make the effort and over time it will come back to you even
over time it will come back to you even if it isn't in that person becoming your
if it isn't in that person becoming your Mentor how Equity works this is such an
Mentor how Equity works this is such an important subject if you don't get the
important subject if you don't get the equity structure right in your business
equity structure right in your business you will fail I have been involved in
you will fail I have been involved in many many businesses that didn't do this
many many businesses that didn't do this right and collapsed not because they
right and collapsed not because they they weren't good businesses but because
they weren't good businesses but because they didn't know how the structure of
they didn't know how the structure of equity works now just before I get into
equity works now just before I get into the detail of how to structure your
the detail of how to structure your Equity structure in the future correctly
Equity structure in the future correctly I will make sure that you understand one
I will make sure that you understand one important Point most people don't want
important Point most people don't want to drop below 50% equity in the company
to drop below 50% equity in the company because they think it means they lose
because they think it means they lose control that's not
control that's not true you are able to control your
true you are able to control your company under the operational agreement
company under the operational agreement now in each country us Britain different
now in each country us Britain different Market Market you have different
Market Market you have different terminology for this but you control
terminology for this but you control your company by the shareholder
your company by the shareholder agreement you don't control your company
agreement you don't control your company by the amount of equity that you hold so
by the amount of equity that you hold so if for example you have a 50/50 Equity
if for example you have a 50/50 Equity split with someone you are actually
split with someone you are actually potentially in joint control as far as
potentially in joint control as far as Equity is concerned but you can still
Equity is concerned but you can still allocate one person to make all the
allocate one person to make all the decisions and have actual control so do
decisions and have actual control so do make sure that you understand that
make sure that you understand that Equity ownership does not equal control
Equity ownership does not equal control right it does not equal control keep an
right it does not equal control keep an eye on this mindset because you often
eye on this mindset because you often make big mistakes around Equity
make big mistakes around Equity ownership thinking it means you lose
ownership thinking it means you lose control if you drop below 50% and that
control if you drop below 50% and that is not true the second thing to keep in
is not true the second thing to keep in mind with Equity is understanding where
mind with Equity is understanding where you're going with the business
you're going with the business everything I've already discussed in
everything I've already discussed in this video is interl but if you don't
this video is interl but if you don't know where you're going you don't know
know where you're going you don't know how much Equity you need to get there
how much Equity you need to get there too many people sell a large chunk of
too many people sell a large chunk of equity at the early stages of their
equity at the early stages of their business only to realize later in their
business only to realize later in their business they don't have enough equity
business they don't have enough equity to get to the Finish Line if your model
to get to the Finish Line if your model is like tech company model and you
is like tech company model and you intend to raise a lot of money you have
intend to raise a lot of money you have to be very cautious with the equity in
to be very cautious with the equity in the early days now there are all sorts
the early days now there are all sorts of graphs and information on the
of graphs and information on the internet that will explain to you this
internet that will explain to you this point but I'm highlighting it to you so
point but I'm highlighting it to you so you can go and research it it's a very
you can go and research it it's a very deep subject but do not sell too much
deep subject but do not sell too much Equity at the beginning having said that
Equity at the beginning having said that the best thing you can ever do is sell
the best thing you can ever do is sell no equity at all I know it's cool to
no equity at all I know it's cool to raise money I know it but it's cooler to
raise money I know it but it's cooler to run a business where you don't raise
run a business where you don't raise money a bootstrap business in my opinion
money a bootstrap business in my opinion is healthier you can retain 100% control
is healthier you can retain 100% control and 100% own Equity it's always probably
and 100% own Equity it's always probably going to be better now there's a lot of
going to be better now there's a lot of exceptions to that suggestion and one of
exceptions to that suggestion and one of them I would say is make sure you don't
them I would say is make sure you don't make this one big mistake I see a lot of
make this one big mistake I see a lot of people make I have seen people start
people make I have seen people start businesses and when they start
businesses and when they start businesses with a partner they do 52%
businesses with a partner they do 52% 48% and often for no other reason then
48% and often for no other reason then the person who came up with the idea
the person who came up with the idea believes that they deserve 2% more this
believes that they deserve 2% more this has happened time and time again it's a
has happened time and time again it's a huge mistake I've seen arguments ensue
huge mistake I've seen arguments ensue two years later between those two people
two years later between those two people because they didn't just do it 50/50 do
because they didn't just do it 50/50 do not assume again control 52% means
not assume again control 52% means anything if anything it's detrimental so
anything if anything it's detrimental so if you have a co-founder
if you have a co-founder my instant recommendation my instant
my instant recommendation my instant recommendation is you do 50/50 do not
recommendation is you do 50/50 do not belittle the other partner by giving
belittle the other partner by giving them less they will instantly
them less they will instantly psychologically think they will do 48%
psychologically think they will do 48% of the work you will do 52% of the work
of the work you will do 52% of the work it does not bode well in the long term
it does not bode well in the long term now there is a danger with 50/50 that
now there is a danger with 50/50 that danger is decision lock if you're making
danger is decision lock if you're making one decision and your partner's making
one decision and your partner's making the other and you haven't put a
the other and you haven't put a shareholder agreement in place to decide
shareholder agreement in place to decide who has the deciding vote you have a
who has the deciding vote you have a problem so the way around this is often
problem so the way around this is often to have a third party help you make big
to have a third party help you make big decisions someone you both trust ideally
decisions someone you both trust ideally but you create a 50/50 ownership
but you create a 50/50 ownership structure with a board of advisers for
structure with a board of advisers for example and this allows you to make
example and this allows you to make decisions especially difficult decisions
decisions especially difficult decisions without mjor argument and avoid conflict
without mjor argument and avoid conflict with your partner now the best way to
with your partner now the best way to avoid conflict and avoid even needing to
avoid conflict and avoid even needing to turn to your board of advisor is to be
turn to your board of advisor is to be very clear about where you're both going
very clear about where you're both going and I'm using at the moment in this
and I'm using at the moment in this Equity example a 50/50 partnership it
Equity example a 50/50 partnership it could equally be a 1/3 13d 1/3 or 1/4
could equally be a 1/3 13d 1/3 or 1/4 1/4 1/4 I'm just using this as an
1/4 1/4 I'm just using this as an example that you all know where you're
example that you all know where you're going I have seen problems in the
going I have seen problems in the business for example where someone is
business for example where someone is building the business the money's coming
building the business the money's coming in one person wants to take the money
in one person wants to take the money out and put it in their pocket as profit
out and put it in their pocket as profit the other person wants to put it back
the other person wants to put it back into the business to help it grow one
into the business to help it grow one person wants to stay in one market the
person wants to stay in one market the UK another person wants to expand to the
UK another person wants to expand to the US you need to try and work out all of
US you need to try and work out all of this stuff ideally before you even start
this stuff ideally before you even start the company within your mind map that I
the company within your mind map that I taught you earlier you figure out where
taught you earlier you figure out where you're going and why and therefore you
you're going and why and therefore you avoid conflict when it comes to Major
avoid conflict when it comes to Major decision making later again I have seen
decision making later again I have seen companies fall apart because one person
companies fall apart because one person wanted to take the money out and one
wanted to take the money out and one person didn't and literally the business
person didn't and literally the business collapses because the two don't agree
collapses because the two don't agree don't get along the business fails
don't get along the business fails Equity ownership under this system I'm
Equity ownership under this system I'm now teaching you is not about control as
now teaching you is not about control as I've mentioned but it is about
I've mentioned but it is about understanding what the equity is there
understanding what the equity is there to do now depending on your structure if
to do now depending on your structure if you're a charity this won't matter so
you're a charity this won't matter so much but if you're a limited company
much but if you're a limited company that's looking to raise money please
that's looking to raise money please make sure your cap table has the right
make sure your cap table has the right people on it I have seen many people not
people on it I have seen many people not get investment because they gave 2% to
get investment because they gave 2% to the wrong person that the other
the wrong person that the other investors don't want associated with
investors don't want associated with Equity ownership will tarnish your rep
Equity ownership will tarnish your rep ation understand how Equity is
ation understand how Equity is structured it's showing who is involved
structured it's showing who is involved in the company so you need to make sure
in the company so you need to make sure that you align your brand I talked about
that you align your brand I talked about branding earlier to the equity ownership
branding earlier to the equity ownership and whoever owns that company whoever
and whoever owns that company whoever owns a part of your company will affect
owns a part of your company will affect the brand image so make sure that you're
the brand image so make sure that you're aligning your brand values with your
aligning your brand values with your Equity
Equity ownership now there is a lot of talk by
ownership now there is a lot of talk by me and anyone that actually knows what
me and anyone that actually knows what they're doing in business about giving
they're doing in business about giving Equity to your staff I really believe in
Equity to your staff I really believe in this now there's a couple of ways to do
this now there's a couple of ways to do it I honestly think if you want to build
it I honestly think if you want to build a business that scales you have to give
a business that scales you have to give Equity to your people but there's two
Equity to your people but there's two types of equity structure there's what
types of equity structure there's what we call share options which technically
we call share options which technically isn't actually Equity it's a percentage
isn't actually Equity it's a percentage in the future of the company but it can
in the future of the company but it can often be in what are framed as earn outs
often be in what are framed as earn outs or there straight up Equity now there is
or there straight up Equity now there is a hybrid in this model and I don't want
a hybrid in this model and I don't want to get too technical now because I'm
to get too technical now because I'm actually not a lawyer but I want you to
actually not a lawyer but I want you to understand the difference most of the
understand the difference most of the time people are buying stocks and shares
time people are buying stocks and shares in the stock market they have share
in the stock market they have share options which means that yes they'll get
options which means that yes they'll get given shares but those shares have no
given shares but those shares have no class level so they have no decision
class level so they have no decision making power so you can own shares in
making power so you can own shares in the company in the stock market but have
the company in the stock market but have no influence over that business or no
no influence over that business or no control but that is one way to
control but that is one way to incentivize people you give them share
incentivize people you give them share options my preferred method and everyone
options my preferred method and everyone on my team had this actual physical
on my team had this actual physical equity in the company not share options
equity in the company not share options via the stock market listing but real
via the stock market listing but real life equity in the company so the
life equity in the company so the company was sold today they would get
company was sold today they would get paid out whereas often with share
paid out whereas often with share options it's some link to the stock
options it's some link to the stock market listing or in some cases if it's
market listing or in some cases if it's already listed to you sing the shares on
already listed to you sing the shares on the stock market but if the company
the stock market but if the company decided to take the company off the
decided to take the company off the stock market wherever that price was
stock market wherever that price was you'd have to sell out again there's
you'd have to sell out again there's some legal obligations around this it
some legal obligations around this it has to be more than 70% of the
has to be more than 70% of the shareholders agree but the point is I
shareholders agree but the point is I have owned shares in the stock market of
have owned shares in the stock market of a company that I believed in and then
a company that I believed in and then the owners of that company actual Equity
the owners of that company actual Equity owners of that company decided to take
owners of that company decided to take the company off the stock market I had
the company off the stock market I had no choice but to sell my shares that
no choice but to sell my shares that company Dlisted became worth a billion
company Dlisted became worth a billion dollars and I could have owned it but I
dollars and I could have owned it but I wasn't allowed because I only owned the
wasn't allowed because I only owned the share option side the stock market side
share option side the stock market side not actual physical equity in the actual
not actual physical equity in the actual company and I think it's important if
company and I think it's important if you're even thinking investing in a
you're even thinking investing in a company to understand the difference of
company to understand the difference of course if you're going to work in a
course if you're going to work in a company understand the difference and if
company understand the difference and if you're building a company and you don't
you're building a company and you don't understand the difference you're going
understand the difference you're going to have a major problem in the future
to have a major problem in the future now this subject of share
now this subject of share ownership understanding the different
ownership understanding the different classes please spend
classes please spend time understanding the different classes
time understanding the different classes go Google how it works go Google share
go Google how it works go Google share options go Google stock market shares go
options go Google stock market shares go Google Equity ownership this stuff is
Google Equity ownership this stuff is complex it's going to be too I'm not
complex it's going to be too I'm not legal IO to go through all with you now
legal IO to go through all with you now but this structure of share ownership
but this structure of share ownership can literally make or break a company I
can literally make or break a company I would also finally say to you depending
would also finally say to you depending on what your end goal is is how you
on what your end goal is is how you should reverse engineer your share
should reverse engineer your share Equity ownership if you are looking to
Equity ownership if you are looking to IPO your business then you want to make
IPO your business then you want to make sure that the IPO process is fully
sure that the IPO process is fully understood of course but your stock is
understood of course but your stock is reversed backwards so when you start the
reversed backwards so when you start the business and you're looking to list it
business and you're looking to list it one day you need to know that when
one day you need to know that when you're starting the business ideally
you're starting the business ideally because if you don't structure it early
because if you don't structure it early on to eventually get listed it probably
on to eventually get listed it probably won't now I learned this the hard way
won't now I learned this the hard way with a few businesses that I was
with a few businesses that I was involved in the share structure was so
involved in the share structure was so complicated we couldn't get all the
complicated we couldn't get all the shareholders to agree to even do an IPO
shareholders to agree to even do an IPO some shareholders wanted to keep it
some shareholders wanted to keep it private other shareholders wanted to do
private other shareholders wanted to do an IPO and it gets so messy because they
an IPO and it gets so messy because they didn't know where they were going in the
didn't know where they were going in the early days so learn to structure what I
early days so learn to structure what I call reverse engineering know what your
call reverse engineering know what your end goal is and reverse the share Equity
end goal is and reverse the share Equity structure from day one under that
structure from day one under that premise now there's one final thing I'll
premise now there's one final thing I'll teach you about Equity sometimes it's
teach you about Equity sometimes it's hard to determine the value of your
hard to determine the value of your company to sell Equity so one thing you
company to sell Equity so one thing you should look into and perhaps use is
should look into and perhaps use is products like a safe now platforms like
products like a safe now platforms like y combinator one of famous accelerators
y combinator one of famous accelerators out there that help businesses grow use
out there that help businesses grow use a safe to help determine a business and
a safe to help determine a business and its long-term potential for value
its long-term potential for value there's many different ways to structure
there's many different ways to structure a safe but the beautiful thing about
a safe but the beautiful thing about that model and go and Google it is you
that model and go and Google it is you don't need to determine the value of
don't need to determine the value of your business now someone can invest in
your business now someone can invest in your business on a discount of the value
your business on a discount of the value in the future now again there's many
in the future now again there's many different ways to structure that concept
different ways to structure that concept but the concept of safe I have found to
but the concept of safe I have found to be very useful especially in the early
be very useful especially in the early days of building a business to take away
days of building a business to take away the conversation about what is your
the conversation about what is your business worth and move towards invest
business worth and move towards invest in this business and this is what we're
in this business and this is what we're going to do it's much much easier to get
going to do it's much much easier to get an investor for example frankly it's
an investor for example frankly it's much easier to incentivize your
much easier to incentivize your employees with it you're not determining
employees with it you're not determining a value on the stock share now so it
a value on the stock share now so it doesn't cause tax implications as well I
doesn't cause tax implications as well I really think it's useful and not many
really think it's useful and not many people know about it so I hope this
people know about it so I hope this overview in equity gives you a good
overview in equity gives you a good understanding of how it works I am going
understanding of how it works I am going to do a whole video on this much more
to do a whole video on this much more detailed I'm going to get some lawyers
detailed I'm going to get some lawyers involved too to show you the different
involved too to show you the different agreements and how it works but if you
agreements and how it works but if you go do a little bit of Googling you'll
go do a little bit of Googling you'll get most of the information you need
get most of the information you need that I haven't provided here and if you
that I haven't provided here and if you have any questions without Equity feel
have any questions without Equity feel free to drop them in the comments how to
free to drop them in the comments how to sell your business how to exit a company
sell your business how to exit a company I have done it a few times in my life
I have done it a few times in my life there's loads of different ways to do it
there's loads of different ways to do it I'm going to share with you how to exit
I'm going to share with you how to exit your business ultimately selling a
your business ultimately selling a company is often a dream of a lot of
company is often a dream of a lot of entrepreneurs I have done it a few times
entrepreneurs I have done it a few times I've done it a few different ways and
I've done it a few different ways and I've got some interesting insights to
I've got some interesting insights to share with you and one of the things
share with you and one of the things I'll start off by saying if you really
I'll start off by saying if you really want to sell your company the best way
want to sell your company the best way to sell your company is not want to sell
to sell your company is not want to sell it at all the most amount of money I
it at all the most amount of money I ever got for a company was because I
ever got for a company was because I didn't want to sell it that's the
didn't want to sell it that's the strongest place to negotiate from so the
strongest place to negotiate from so the number one thing I want to tell you in
number one thing I want to tell you in an ironic twist when coming to sell your
an ironic twist when coming to sell your company the best thing you can do is
company the best thing you can do is build a business you
love and selling it will accident and selling it will
it will accident and selling it will accidentally happen this has happened
accidentally happen this has happened over and over again history always
over and over again history always repeats itself mark ber was offered a
repeats itself mark ber was offered a billion dollars by Yahoo to sell his
billion dollars by Yahoo to sell his company and he said no so now it's worth
company and he said no so now it's worth a trillion and I think there's something
a trillion and I think there's something really powerful in this process it's
really powerful in this process it's kind of sales like I was teaching you
kind of sales like I was teaching you earlier it's kind of sales you don't
earlier it's kind of sales you don't want to sell it means you can get the
want to sell it means you can get the most for it it's a very hard thing to
most for it it's a very hard thing to actually be truly not interested in
actually be truly not interested in selling it if is actually your goal but
selling it if is actually your goal but it will ensure you get the maximum value
it will ensure you get the maximum value out of a business if you do it this way
out of a business if you do it this way the other way to think about selling
the other way to think about selling your business and the way I've sold my
your business and the way I've sold my last company is I partnered up with a
last company is I partnered up with a company that could buy my business so
company that could buy my business so fluid partnered up with price Waterhouse
fluid partnered up with price Waterhouse Cooper and we worked on a project
Cooper and we worked on a project together and in that process of working
together and in that process of working on a project together PWC realized that
on a project together PWC realized that they should just buy us now at the time
they should just buy us now at the time when it was first mentioned I didn't
when it was first mentioned I didn't want to sell great negotiating First
want to sell great negotiating First Step but in the end I did sell it and
Step but in the end I did sell it and I'll tell you all about that process in
I'll tell you all about that process in a minute but I I'm trying to highlight
a minute but I I'm trying to highlight that another way to sell your business
that another way to sell your business is partnership work with the
is partnership work with the company that is likely to want to buy
company that is likely to want to buy your business build the relationship up
your business build the relationship up and you'll be surprised how that can
and you'll be surprised how that can lead to an exit again don't lean into it
lead to an exit again don't lean into it wanting an exit lean into it wanting to
wanting an exit lean into it wanting to build a partnership that works for both
build a partnership that works for both parties but it can be a great way to
parties but it can be a great way to sell your business the Third Way is to
sell your business the Third Way is to work with agents that actually sell
work with agents that actually sell businesses
businesses and there are a few I'm not going to
and there are a few I'm not going to recommend any because this isn't a
recommend any because this isn't a sponsored video by them but you can
sponsored video by them but you can Google them there are many companies
Google them there are many companies that do it sometimes it can be quite
that do it sometimes it can be quite useful to get one of these companies to
useful to get one of these companies to do it because of course if you're busy
do it because of course if you're busy trying to sell your business you're not
trying to sell your business you're not busy growing your business but I
busy growing your business but I honestly feel like that these days these
honestly feel like that these days these agents there's a lot of them and they
agents there's a lot of them and they all have their own different agendas so
all have their own different agendas so just make sure you do your due diligence
just make sure you do your due diligence ask the previous company that they work
ask the previous company that they work with what they were like make sure that
with what they were like make sure that the legal structure is very clear
the legal structure is very clear because you don't want to get cons by
because you don't want to get cons by these companies when you come to the
these companies when you come to the exit actual fee the fourth way to sell
exit actual fee the fourth way to sell your business is more a merger so your
your business is more a merger so your competitor is a way to exit and it might
competitor is a way to exit and it might seem odd you probably spent 10 years
seem odd you probably spent 10 years hating your competitor I spent most of
hating your competitor I spent most of my early career making friends with my
my early career making friends with my competitor I originally thought I was
competitor I originally thought I was going to sell fluid to Ogie I made a lot
going to sell fluid to Ogie I made a lot of friends at ogave I used to sit next
of friends at ogave I used to sit next to them at the awards dinner on purpose
to them at the awards dinner on purpose to connect to them I did projects with
to connect to them I did projects with them I thought they were going to be the
them I thought they were going to be the exit but they weren't and so I think
exit but they weren't and so I think merges however are very common and two
merges however are very common and two businesses coming together is the
businesses coming together is the easiest that do the same thing is often
easiest that do the same thing is often the easiest way to sell a business and I
the easiest way to sell a business and I will however caveat it with most of the
will however caveat it with most of the time you don't get the most value so I
time you don't get the most value so I sold my company fluid to PWC PWC are an
sold my company fluid to PWC PWC are an accounts business they're not a creative
accounts business they're not a creative agency so they saw more value in US than
agency so they saw more value in US than if I'd merged with ogy that think they
if I'd merged with ogy that think they can do what we do
can do what we do so sometimes selling to a non-competitor
so sometimes selling to a non-competitor is more valuable but if you want an easy
is more valuable but if you want an easy sell merges often the way it works and
sell merges often the way it works and it's not always true that you don't get
it's not always true that you don't get the true total value I've just from
the true total value I've just from experience learned that sometimes
experience learned that sometimes selling outside the industry like I did
selling outside the industry like I did with fluid to PWC can lead to more money
with fluid to PWC can lead to more money than selling to someone in the industry
than selling to someone in the industry like olgy but that doesn't mean it's
like olgy but that doesn't mean it's always true and finally if you want to
always true and finally if you want to sell your business one of the things
sell your business one of the things that you can also think about is
that you can also think about is allowing the management in your company
allowing the management in your company to buy it so I have also done this I let
to buy it so I have also done this I let the leadership team at Nest buy that
the leadership team at Nest buy that business and there's many different ways
business and there's many different ways to structure a buyout over time
to structure a buyout over time percentage of profit but in the end it
percentage of profit but in the end it can be a really good way allowing you to
can be a really good way allowing you to sell your business without that business
sell your business without that business getting hurt and by also giving the
getting hurt and by also giving the people that worked in the company a
people that worked in the company a chance to really step up and own what
chance to really step up and own what they've been building with you I
they've been building with you I personally really was happy to sell Nest
personally really was happy to sell Nest to my team and I think it's a really
to my team and I think it's a really powerful way of building an exit
powerful way of building an exit strategy for yourself while at the same
strategy for yourself while at the same time giving the people that run it the
time giving the people that run it the love and success that they deserve so
love and success that they deserve so they're the main ways now I will add
they're the main ways now I will add that when it comes to selling a business
that when it comes to selling a business the the key thing like anything at the
the the key thing like anything at the beginning when you're building the
beginning when you're building the business never ever pitch to an investor
business never ever pitch to an investor or yourself that you're building a
or yourself that you're building a company to sell it and in fact I would
company to sell it and in fact I would argue if you're building a company to
argue if you're building a company to sell it and I've seen this many times be
sell it and I've seen this many times be careful you might end up getting stuck
careful you might end up getting stuck with a business you don't love do not
with a business you don't love do not build a business to sell it do not Pitch
build a business to sell it do not Pitch to investors that you're going to sell
to investors that you're going to sell it build a business you love investors
it build a business you love investors want to invest in that build a business
want to invest in that build a business you never want to sell people want to
you never want to sell people want to buy a business like that that's the key
buy a business like that that's the key to being successful in business in my
to being successful in business in my opinion do not build something you don't
opinion do not build something you don't love do not build something that doesn't
love do not build something that doesn't have purpose if you got value from this
have purpose if you got value from this video i' really appreciate it by you
video i' really appreciate it by you asking a comment down below or even
asking a comment down below or even telling me what I've missed out in this
telling me what I've missed out in this video that you want in the future so I
video that you want in the future so I can make it for you and don't forget
can make it for you and don't forget we're following people's dreams every
we're following people's dreams every single week on this channel if you want
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button is hit good luck everybody goodbye I'm going to eat chicken now see
goodbye I'm going to eat chicken now see you
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