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Episode #10 Transcript: Opportunity is for the birds - How To Quit Working
Episode #10 Transcript: Opportunity is for the birds

Episode #10 Transcript: Opportunity is for the birds

Jeff Steinmann:  Hello everyone. Welcome to the How to Quit Working show. Today we have on the show Ken Keis, who is the founder of CRG Consulting Resource Group. And Ken and his company, through his business and through his books, has been helping people to live happier, better, and more on-purpose lives since I was four years old in 1979. Ken, I’m so happy to have you on the show. Welcome, and tell us a little bit about what CRG is and what you guys do?

Ken Keis:  Well, one of the things Jeff, I’m in the informational technology business or the information business now, but that’s not where I first came from. I actually grew up on a dairy farm. So I was the first born, third generation, eastern European descent. And so there was a lot pressure for me to stay in the farm. And when I left that, twenty-five years ago, of course, my family had specific words for me about traitor,  I did all of this for you.

Jeff: And so there’s a lot people that are out there listening to this, who really have expertise that maybe it’s not what they love doing. And so, I’ve been in this profession now for twenty-four years. And if I go back to the dairy farm – I had a doctor friend who also was a doctor for twenty years, and then he quit. And he started doing some real estate investment. And actually now what he does is he helps doctors with stress. And I said, “Why did you do this? Why did you start going in and being a doctor?” He says, “Well, that’s because that’s what my dad wanted.”

Well Jeff, you and I both know what the stats are out there is that up to 80% of the population, most people are listening to the show and how you’re going to help them to kind of money tide or live a lifestyle that works for them, are not doing that something that they enjoy doing. In other words, from slightly irritated to loathe, where they hate their life. And just kind of – that’s one of the saddest things that are out there.

So, I had made a decision to have to leave sort of my heritage, my background, what I was good at doing, and make a decision to kind of follow my heart. Even when I was 16 years old program, I knew then that I was supposed to be a communicator. I didn’t know exactly about to who or what, but that led me into – from my profession as a sales professional in agricultural field and just starting this field training business.

And then, I got connected with Dr. Anderson in 1990 and as you said in the introduction, he founded a company in 1979 because he really wanted to transform people lives. And then I had a very successful training company. And what occurred there is that I was on the road 300 days a year. Now, the challenge was, is that I was earning a $100,000 a month, and even though I had other people who are working for me, I was kind of, I had to be on the road. I had a small family. So the opportunity came up to be able to buy CRG, and move from being a speaker who writes to an author who speaks.

And so that’s what I’ve been doing for the last 10 years. I just finished completing our recent certification. I’ve done 2500 presentations. I’ve done our certification every quarter for the last 10 years. And at the end of the certification, was still honoree. And for those of us that are connected on purpose, I said, “You know what? You look like Ken, that you had just started this. You still have a twinkle in your eyes. You still have the passion, you still have a purpose around doing that.”

And so that’s why I would just encourage people that are listening that every single person has a purpose. They just need to find out what it is. And purpose does not require effort, meaning Toyland. In other words yes, there’s lots of work involved and then we did 14 hours a day in the training and yes, it was a hard work. But it wasn’t hard work from a passion point of view. It was something that you connect to. And one of the things, Jeff, that you’re doing which is really, really good is that people need to plug into that because there’s no way you’re going to have fulfillment in life unless you do that.

Jeff:  Yeah. So, so true. And I ask people all the time when I do these interviews, what is your favorite part of it? And it’s never I get to sleep in late, I get to lay on a beach, I get to do this, I get to do that. It’s always, I need to do something that I love and I enjoy and I’m passionate about every single day. And that’s what I think is so cool about this business.

Ken:  Well, every business and every role has something that we don’t love, but what we want is that majority. I mean, some of that – what do you call it? – the accounting and  bookkeeping, and that’s why I have other people that do that job, right?

Jeff:  Yeah.

Ken:  How can I make the majority of what I’m doing just reflective of my passion? For an example is just that, you talk about a lifestyle business. I’m still working on fine tuning and so I can take three months off , and just kind of go and do what I need to do. But the reality is that I love what I’m doing when I’m doing.

And we just went to Hawaii with my kids who are 16 and 17. We had done that five years ago as well. Pulled them out of school, it wasn’t spring break, go whenever you want to go. Schedule that around it. My wife works in a university so we went on her reading breaks, so that was our called spring break if you want to call it. And just had an awesome time.

And so, when people say, you’re able to do these things, you want to structure it in such a way that serves you. And a lot of times Jeff, people go into businesses which are opportunistic. Meaning, okay, there’s a good market, there’s some business to be had here, some growth. And I said, especially for entrepreneurs, and especially in our lifestyle, we don’t ever want to build a business based on the opportunity to serve clients. We want to build a business and a lifestyle business for certain around our purpose, our passion, our calling. And a lot of times, people don’t know what that is. And that’s the work that we do to help them to get clarified about what it is.

Jeff:  And that’s awesome. And the thing that I always say Ken is, building a business is just too damn hard, to do it around something you don’t like.

Ken:  And even if it’s a lifestyle business, and even if it’s a business that caught your purpose, it takes some dedication. It takes discipline. And without that passion, there’s no way you can sustain that energy, Jeff.

As you mentioned, to be able to continue doing that day in and day out, I’ve had the publishing company now and bought it from Dr. Anderson, who was best man of my wedding, by the way. So, we’re good friends for 10 years. And I’m just now reaching kind of the level I wanted in the company eight years ago.

And so, there are different things that occur where you get misdirected or there’s other efforts I’d need to come in, and so there is this sustainability or this effort that needs to come into play. Most of the people that you see who have been very successful, when you look behind it, people are, “Oh, you’re lucky Ken, you’re lucky Jeff, you were able to do these things.” You know what? It took intentionality. It took effort. And if you look behind the screen to the, “Oh, I don’t know if I would’ve done that.”

Well, those of us that are connected to our purpose and passion are able to do it because I don’t believe in motivation. Motivation is a myth. That interest compel and drive. So, I wrote a book on it called My first experience journal which really is a road map to determining your calling, your purpose.

But one of the things that happened, Jeff, is that – and those people that are listening to it, is I don’t know what my purpose is. And I don’t know if I have a purpose. Well,  every person listening to the show has a purpose. But if you don’t know what yours is, then your purpose is to find your purpose. And define what those passions are and to be able to look at it.

We do a lot of work in the crew development field, and there’s now 40,000 job titles in North America, and growing. There’s jobs that my kids who are 16 and 17 will do that are not even invented yet. And so, we need to be plugged into sort of the passion, the purpose in that area rather than okay a career path. It needs to be, well,  you talked about it, an expertise and a knowledge-based kind of economy versus a career or position-based economy. And that’s where it’s going.

And so people are looking for expertise, even Bloomberg says by 2020, 50% of the economy will be contract so that they parachute you into be able to serve them with a certain knowledge-based or certain expertise. Well, if I can get cleared about that, if I can really get connected.

Now, some of you are great at computers that are listening. Some of you are great at medicine. Then how do you structure that business so that it serves you? And I’ve – we’re continuing to refine it with ours too, but it’s with intellectual property. Our books and assessments and tools are used globally in 35 countries and in 12 languages so that’s one of the ways that we now reach, Jeff.

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Jeff:  Yeah. This is fascinating. I love the business model that you’ve created but I want to ask you a question because you said that the world is hungry for information and I hear a lot of people, clients, prospects, just people that I meet. When I told them what I’m doing, they say “Jeff, I can get anything I need for free on the internet. It’s all out there. How do you publish information and make money on it?” And Ken, what do you think about that position?

Ken:  Well, there’s lots of stuffs that is free and there is a free model out there. But on the other hand is that do people want to go to a higher level? Do they want to access the experts who can really take you to that next level? I mean, why do professional athletes need a coach? They’re quite good. Thank you very much. If they need somebody to keep that discipline and structure around them. And why is coaching or online training programs or in-person training program so prevalent right now? It’s one of the fastest growing professions in the world is because each of us need an assistant.

I mean, there’s probably some people listening to the show who’ve had a personal trainer. Are you telling me you don’t know how to lift weights? So no, I mean, you could probably push the weight and lift the weight. You need that person there to keep driving you, to hold you accountable for the directions that you need to go or want to go. And that’s why we engage those individuals, and you know what free? You get what you pay for. Free is still free. And that’s great, there’s some awesome information out there that’s free but you are still not getting the best as a result of that.

Jeff:  I feel so strongly about that. There’s a whole section in my book called “You can’t afford free”.  And I think too often, we gravitate towards this free stuff and like you said, you got to have that coach there to help to uplift you and support you, keep you – I won’t use the word motivated – but to keep you going and keep you moving towards your goal and help you with your form.

That’s one of the biggest things I got from my personal trainer was help with my form. So and that’s very analogist to anything, just those little tweaks that you can do. That somebody can see that you’re doing, someone who can see how you could maybe do something slightly different.

Ken:  We come in as a really, assistance to help you to achieve breakthrough. And our assessments are very reasonable to price. They’re from $25-$50. Our leadership one is  $100. And I was interviewing an individual named Richard Neldel. Now, Richard Neldel, one of his best friend is Dick Bolles.

Dick Bolles wrote the book What Color is your Parachute?, which is now a multiple best seller. I’m going to actually see Richard in 24 hours at a conference I am speaking at. And I was interviewing Richard, no doubt. And I asked him the question because his work for the last 40 years is working with career counselors and career developers. And I said, “Richard, why is it that there’s still 80% of the people in the world disliking what they’re doing from mildly irritating to loathe with all the opportunity, more opportunity we’d ever seen?” He says “Ken, they’ve  not been willing to do the work.”

And so in the reality, those people that are listening here, if you want free, if you don’t want professional help, then you’re going to get that and will spend more on a movie than we will on an assessment. I have some individual to come to me and see the work. It’s $25 for your valued assessment so that I can make values-based decisions versus situational-based decisions because there’s too many choices for most people. So then, that’s a lot. But they’ll go out that night and they’ll go to a movie, it will be 13 or 14 or 15 or 16 dollars for the 3D movie and then they’ll buy some pop corn and that’ll be $7 for the big bucket of popcorn. They’ll spend $25 on that movie but they won’t spend it on themselves to do it.

So, I’m with you Jeff, is that there is a certain group of individuals that they don’t see the investment of the value. And there’s lots of research out there that the number one component to being a successful leader in whatever field that you’re in, in the world right now, is that you are a continuous learner. And so continuous learners is that you don’t ever get there, you need be continually adding to your cadre, your depth, your knowledge. And our ability to serve others, Jeff, is equal to our less than our own development. So if you’re not developed, then how can I possibly help others to develop or to grow or to impact them?

And so, after doing this work for 25 years, I’d just even more passionate about it as far getting individuals to get connected to it. Now, the old story is you can lead a horse to water but you can’t make them drink. We want to work with – and I’m sure the same thing for you Jeff –  is we want to work with people who want to be worked with. And that, there’s lots of models out there around the attractions that we want people who want to make a difference or want people who want to grow.

And those people, if you’re listening to Jeff’s show and you’re not making decision, then where is that fear coming from? I mean if you’re not happy with where you’re at, and you’re part of that four or five people then they’re all definition of insanity. If you don’t change something, you’re not going to get different results. And so, what is that you’re going to do different tomorrow, this afternoon, five minutes after listening to this or reading Jeff’s books? Get on that and start doing something about it.

Jeff: Absolutely. And you said something that was really interesting. You said you don’t want to work with people who aren’t motivated and who don’t want to make a change. Talk a little bit about that because what you’re saying, and this scares people a lot, is you’re saying, “You know what? There are people out there who, me and my programs and my company is not right for and I am perfectly okay with that because those just aren’t my customers, and I’m going to focus on the people who are.” Can you talk a little bit about that?

Ken:  Well, one of my mentors is Dr. Allan Weiss and he’s written 29 books, earned I don’t know, multiple seven figures per year and just operate sort of his office in home in New Jersey. And so, one of the top conservative consultants from the world and, “So, Ken, if you’re really doing the kind of job that you’re doing and you’re growing, you need to fire customers every year.  Because you are growing beyond them.”

And I used to train this 25 years ago. And now I’ve completely switched it around where they said the customer was always right. Guess what? Customer is not always right. Especially as a lifestyle entrepreneur. Who gets to decide who you work with? You do.  And who gets to decide who you like working with? You do. And it’s quite okay as an individual. You know what? The chemistry is not there, the energy is not there.

So those of you that are listening. In some format in your life, as a customer, as a client, as a patient, whatever case might be, think of somebody who really was a high maintenance client or a high maintenance relationship. What does that do to your energy? It drains your energy. If they’d take ten times more energy than the people that you love working with, is that you need to fire them. You just say, “You know what, thank you very much, Jeff. I appreciate who you are. But obviously, our chemistry or how we work together just kind of not working out. Here are some other people who can serve you and do what you need them.”

And so just be respectful about it but honor yourself in just  – no, that doesn’t mean that you’re not going to have moments where you’re going to have challenges, and we need to work through that. Doesn’t mean you turfed everybody that you have a little moment with because it could be your issue, not theirs.

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But on the same side, if somebody is just constantly high maintenance – it’s interesting, Jeff.  Our largest client which do the majority of our business are the least amount of effort or work. And there’s these individuals who were small minded,  and I say small minded in terms of vision, is that they phone and they’re just kind of debating every little thing. And it’s just painful just even working with them, and not that we don’t have patients for them but they are thinking so small, so little, is that, “I’m not sure you’re ready for us right now.”

And so we use a model of ours around readiness and willingness to assist. I’m not sure if you’re really willing to do what it takes. When you are, we will work with you. Here are some other clients. You might be free, some government agencies that can work with you or other pieces,  other programs out there that are a lot less. But if you want to work with us, we’re not going to compromise sort of the value that we bring or position.

So, as a lifestyle entrepreneur, and this is not about arrogance. This is really about confidence and honoring to ourselves so that we can actually give our best to the individuals who want to be served and work with us. And so that’s really – and it’s being intentional with that because if you’re not clear about who you like to work with, because we actually make a list and there’s many books out there on the law of attraction, and I’m not – I don’t have an agreement with everything but we need to define who is it that we like to work with.

And guess what? You’re going to start to attract, or at least that’s true or decide who you want to work with and who you’re even going to pursue as far as the client. And some people, they’re just not going to chase, “You know what? It’s just not worth my time to go there. These are the other individuals that I want to be able to serve. And to define that and make sure that you’re clear about it because if you don’t define it, then anybody will do.

Jeff:  Yeah. One of the things I discovered is I feel like I had to work with some of the wrong people before I could figure out who some of the right people were.

Ken:  Sure. If you’re on that journey, this is a iterate process, that your list is constantly fine tuning, and as Allen had said, is that you need to fire a percentage of your clients each year, not because you’ve sort of grown, you’ve moved into another stratosphere.

I remember when I started speaking with $750 a day, was not even close to what that is now. I charge that almost per hour for my coaching now. So when people look at – so not everybody is in that capacity or area to be able to work with my experience level and somebody said, “Well, that seems to be a lot per hour or whatever.” I said, “No, you’re not paying for the per hour. You’re paying for the 24 years of experience that came with the hour and not– and so, all of the things that come with that as part of that.”

So, I mean, we need to honor ourselves and the same with those people that are starting lifestyle businesses, is to not kind of think in the poverty mindset. You really have to be thinking about abundance, opportunities, collaborative partnerships. The entrepreneur really is the one that drives the economy in North America. And globally very soon, they’re finding out that, guess what? That governments can’t keep economies growing. Never could. And so there were some faults designed on that or thinking about it.

And so now, really, it’s the individual with purpose and passion that’s doing something they love that’s going to change the economic conditions but also your life because now you’re going to be feeling fulfilled as well.

Jeff:  Yeah, and that’s so awesome. You made reference to a statistic earlier in their interview, and I wanted to jump back to that real quick. You said, there is projections that 50% of the workforce are going to eventually be a contract labor who, as you said, parachute in to solve a problem or deal with the situation, and then lift up and go do something else.

Ken:  Correct. That came from Bloomberg. And so he’s predicting that in seven years time. So, this idea that my security comes within a job or this framework is completely incorrect. Your security comes from your expertise. Even if you’re a micro-entrepreneur or in other words, you’re it and you are the business, well then the security really comes from your knowledge base. Security comes from your network. Security comes from your ability to have expertise that the market needs. And so that intentionality needs to come. Don’t ever count on somebody else taking care of your own business, which is you. Your own sort of self and what you bring to the market place, this idea that I have done it and it’s done.

I mean, even from the manufacturing point of view, that’s all changing and then a lot of work in a Fortune 100 companies around manufacturing and just this moving into computers and technology. Yes, we still have people on the ground watching a lot of this stuff but it’s not really blue collar. It’s white color technologists that are driving the robots and all the different methodologies. So, I need to be changing and upgrading my skill sets.

Now on the same side, traders and draped men all across the world and there’s a shortage of that. So there’s all kind of opportunities there. I mean if you’re a welder, if you’re a plumber, or if you’re electrician, those things will never go away, they’re needed and so can I have passion around building a business there?

My nephew, who is just 23 years of age, has just started – bought the plumbing firm that he was part of. The owner wanted to sell it to him but now here is a 23-year old, he has six or seven people working for him, individuals who are in their 50’s or even older and just having a great time. I mean, a little nervous as he goes through these things as, “Oh wow, this project is more money than I made in the last 5 years.”

But at the same time say, “Wow.” Because he just loves his business, what’s going on. He has a small family, a young family, pardon me. And so, he now has some of these opportunities. Now, as you know, entrepreneurs tend to put a lot of hours in. But at the same time, we do it because we enjoy it not because we’re forced to.

Jeff:  Yeah, that’s just my favorite part of this whole thing. There’s days when I might – I have to force myself to be away from my business. And it’s not because I’m a workaholic, because I’m not. I just love what I’m doing.  It’s the best problem I can think to have.

So many of my clients and people that I talk to, they think about this as being a technology-based business. They think about it as being an internet business because they got the freedom of flexibility. And while the internet gives us a ton of leverage to create a lifestyle these days, it’s not what it’s about. That’s just a mechanism that we use.

The perspective I’d love to hear from you is you’ve been doing this information stuff since I was four years old. Tell me a little bit about how is this whole landscape changed, and what are some of the challenges you’ve had in adapting to that as things have changed.

Ken:  Well, of course, as we know, change moves very, very quick. And our firm actually thought about Facebook before Facebook was created. And we’re working with a university to build a software for it and unfortunately, our partnership kind of went awry that time. And we were really talking about how can we build an organic community that can grow.

So the pace of things at social media, if you go back five years ago, really, Facebook didn’t even exist in any kind of Blip on the map. LinkedIn is really only – even though it’s been around for years, its momentum in the last 36 months have been huge. Twitter didn’t exist five years ago. YouTube now is the second most searched area after Google itself, and even though Google bought it.

So it’s keeping up with – it’s still content management.  So you’re correct. These are simply tools to get the message out. These are simply methods to be able to do it. And I’d admit that I like to consider myself a young 50, but is that just the pace and you have to make some issues that we don’t all have capacity to do all of these things. And you could actually bawl your brains out trying to keep up with all of it.

So part of it is pacing yourself, making a decision about what you do want to do. Yes, engage it. I don’t think that we could convince the – some of my senior staff three years ago that social media would be worth anything. And so now, but we’re very active and so we have our – I have my tweets that are going out pretty well everyday. We have YouTube as a channel, we have LinkedIn as a lion member for those that are listening, that’s for high contact places. Facebook is a place we haven’t really been much, but we’ve engaged those.

But Jeff,  I admit that it become, maybe not overwhelming, but there is just an awful lot of information out there that as entrepreneurs, what will work best for us? I’ve actually hired  a couple of people. And I think again, from the lifestyle entrepreneur is that you – and that’s my other book called Why Aren’t You More Like Me?  Discover the secrets of understanding yourself and others, is that our assessments help people to understand what their strengths are.

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And so, as a lifestyle entrepreneur and if you’re growing your business beyond yourself or… Dr. Allen Weiss has said, he only operates his business out of his house and he is the sole employee. However, he has several contractors that he has helped him do certain things.

So doing bookkeeping is not a very good idea, but I should be doing it.  And so now I’ve hired staff to do things that kind of maintain the social media because we’re in the capacity to do it. I have a full plan program where that helps to kind of envision how technologies going to serve us. And so we think about the strategic side. So, we as individuals, if you really want to be in the zone, you have to play to your strengths. And then you need to acknowledge what your challenges or weakness or areas that you prefer not to operate in, and you need to bring assistance around you.

So that’s another side that’s coming in, Jeff, is this virtual world. So your expertise can be virtual. I remember talking with a colleague out of the UK not four, five months ago. He has 12 full time staff. None of them in the UK. All virtual in the Philippines or Nigeria or Pakistan or whatever, so he has all of these different time zones. And I said, “How do you manage this?” He said, “Well, it’s completely different. I needed to change how I think and how I engage and how I use Skype to talk with them and how we use software to track stuff. An online project management.”

And so you have to shift from sort of the bricks and mortar world into this cozy virtual world, and you know what? For some of us that are a little bit older, it’s a little more difficult to do it. And working virtually isn’t for everybody. The opportunity in having a lifestyle business where you’re in charge? That’s great. But guess what, you’re in charge. And so, being in charge isn’t necessarily good because you’re completely accountable.

And I know when I first started in this, in personally, 1989 and then Terry started the company in ’79. As I had an office in my house, but it was not the best thing. I can do it now, and in fact, I’m doing this call from my home office, which in many cases, if I really want to be productive in writing a book or doing something, I only do the work here. I can’t go in the office. So, I developed that discipline and skill over the years. But this virtual side isn’t for everybody.

And the other one is, maybe in from your personality point of view, is that you need people. You need to connect with them. And so, you need to kind of get out. So now, there is these places where you can actually have an office among a group of individuals where you have shared space. And just so the energy of other people sort of support you. So, people need to pay attention to these clues, and be intentional with what is it that I do well? All the preferences.

And again, Jeff, as we said earlier, that’s what our expertise is, is our tools and resources and assessments. We have three and a half million worth of content. Is that, that helps individuals be able to clear about what their purpose is, what their gifts are, what their values are, what their skills are, so that they can then be intentional with their plan and so frames that out.

And people trying to do this work without – trying to achieve this without doing this work, they’re odds of being successful, based on some research from which is a subsidiary of Kenneth Blanchard who wrote the book One Minute Manager, and also co-endorsed two of our books. Their research wasn’t that, your odds of being successful without this knowledge is 1 out of 50. Because you can’t be intentional with your decisions, your relationships, without that knowledge. So, when people say, “I can do it in my own.” Sure, go ahead. But now you have a 2% chance of being successful as far as realizing your potential without this knowledge. Why would you want to do it?

Jeff:  Right, right. Yeah, definitely. Well, I want to talk a little bit about, Ken, the model that you have where it sounds like you actually certify people to be able to do what you do.

Ken:  Correct.

Jeff:  A lot of our listeners love that idea. And they want to move towards a model like that. Because they see that as a way to leverage themselves and have more impact in the world.

Ken:  Well, one of the things, I mean, my expertise is really training people on our content, on all the different pieces there that – and I’ve co-authored out of this three and a half million co-authored just under two million of those words, is that we bring – this was sort of a change for lifestyle. I will go to other people’s locations to do certifications or train them in the use of the tools. But for the most part, we have people travel to my office, so when we think about lifestyle, I remember one time when one of our programs with an individual from Egypt, from Sweden, from the U.K., from Florida, from Australia, from Japan, all at the same time. I mean that’s not – now, there are some people that want me to go to their location because it’s very expensive to travel.

And we’re now looking at how can we do this versus via virtual streaming and create learning pod. But our model is this, let’s equip the leaders who are doing the work with the individual. So, we’re teaching the leaders who are teaching the people. I don’t want to be the person, because as I’ve said earlier, I had a very successful training program where I was out doing the direct training and I was on the road doing about 300 days a year for six years in a row.

One year, I had 150 airplane flights. But 150 flights in a single year. And so, I know that gig, that’s not something that I want to do again. So I’d rather teach you Jeff, on how these tools and resources can contribute to your client base. And so that’s how we leverage that. We’re continuing to have iterative nature, processes where we improve what we’re doing. We don’t claim to be perfect by any means. And there’s lots of things that we can improve in the company and so we’re moving towards those things.

But really, the goal is to have this in such a condition that at a certain point, and I have it in my mind here, but it’s somewhat private, is that I have a place where I can go and then for three months, two or three times a year, or two times a year, is kind of the area. I can go away for three months at a time. And just be independent of the business. And again, I can do a lot of business by email. We’re running out, when I was in Hawaii, a lot of people said, “Did you look at the email?” I didn’t for four, five days.

But then I knew if I didn’t do it, I’d come back with several hundred, and so, I’m okay by the fact that I can engage the business for an hour a day while I’m sitting on the beach in Hawaii. So that’s fine. I can do it. And to say, why you shouldn’t be engaged. Well, that’s our choice, isn’t it? And so that – I’m actually feeling better by doing that little bit of engagement and then the team and staff were just taking care of things and say we’re going forward so people need to think about how can you leverage your materials. Now, that’s one way you do it.

The other way, Jeff, is what really, how can I leverage the materials through different methods like online streaming or somebody’s going to do an mp3 download. Or you have an oh, it’s a subscription model. So there’s all these different ways that you can now have I.P. or intellectual property. Get into an expertise. Get into the marketplace. And that becomes overwhelming, because there’s never an end to what you can do. There’s never an end that especially around intellectual property, of the options of what you could do. So you have to be discerning on what the priorities are.

Jeff:  That’s such a good point because so many folks, they’re out there reading the internet marketing emails, and they’re reading all these. “Oh, I could this, I could this, going to do this.” And you got to pick a couple and get really good at them.

Ken:  Absolutely.

Jeff:  What would you advise someone, Ken, who might be interested in using that leveraged model of certifying other people on their process to get their message out further? Any kind of key pieces of advice you’d have for them?

Ken:  Well, just be clear about who is it that you’re wanting to certify. I mean, who is it that you’re trying to bring in to the group. And the 20/80 rule apply to us. We have 80% of the people that we certify that will do – or 20% of the people we certified will do 80% of our business. So that rule seems to be pervasive throughout life so there’s no really kind of into that.

But how can I make move it out? How can I work with a higher stature? Higher quality individual so that again, it goes back to this attraction process of who do you want to work with. Just be clear about who you want to serve. Who would want to be certified? And if they be certified with you, then for what purpose? And what would be attractive? So, one of the things in our attraction model is that who do you need to become, what you need to offer so that you could attract people of that quality and that stature. And so, we need to be clear about our capabilities. And so, if I’m kind of just this individual starting out, how do I start with this? And so, just be clear about that.

There’s all kinds of different models. We use sort of a license associate or a distributor model, there’s business opportunity models, and there’s also franchise models, which is way more complicated, way more legal, but when you think about franchise and what people are willing to pay for them, it’s just actually amazing. What are they paying for? They’re paying for systems and processes so that they don’t have to think about that.

So that – one of my friends owns a furniture franchise and they used to have their own furniture store. But then they got into a franchise, which I won’t mention here, but they got into a franchise and it’s the way to do it. Says well, because they handle the national advertising. They have all the campaigns. They have all the different furniture and the lay-out and how the stores are set up and they do a lot of that work for us.

And so, sometimes, what happens is that your business opportunity or franchise is exactly what people need for them to get to the next level. Because their expertise isn’t setting up the system, but it’s the. People don’t buy McDonald’s because of really, really, healthy food. They buy it because – a franchise, because it has a system that they know for the most part, 99.9% of the time will be successful. So that’s what they’re paying for. They’re paying for that structure.

Jeff:  Yeah, that’s awesome. Well, this has been great, Ken. I want to ask you what is – for somebody who wants to build an awesome lifestyle business, what is the biggest piece of advice that you can give them?

Ken:  Well, what I started with, you have to be clear about what your purpose and passion is. And you have to build the business around it. And if you’re not clear about it, if you’re still waffling, if there’s questions about it, then my recommendation is that you don’t go on a lifestyle business or a business that’s going to give you sort of your opportunities until you’re clear about what it is, what’s important to you, what’s passion and passionate for you, what’s purpose for you? And if you need to do that, do that first. And then make sure that once you’re going in the business, that that business then will reflect the dreams and desires that you have.

An example is, Jeff, is if I want to have three months off a year but I start a 24/7 corner store, and I’m the only employee, I’d conflict between the opportunity and the lifestyle that I want to have. But make sure that they’re congruent as you go through it. And look at these opportunities, and that you have interest and passion. Just because there’s opportunity does not mean you should do it. You should do it because there’s passion and purpose connected to it, and that’s what you have to do first.

Jeff:  Such great words of wisdom and there’s a lot of folks out there who are telling us otherwise, but I know our listeners, they are all about having a lifestyle that they love and doing something they’re passionate about. Ken, where can we go to get more information about you or your books?

Ken:  Well, there’s two different sites that you can go to. Our main site is called crgleader.com which stands for Consulting Resource Group so, CRG and then the word leader.com, and so that’s where all our resources and different information, and then I have a book site for my whyarentyoumorelikeme.com. And so, you’d be able to find about my Why Aren’t You More Like Me? book and some more buys about there. And if people are interested in thinking or training, consulting, all those kinds of things, then the team is more than willing to kind of respond and chat with you about that as well. So, crgleader.com, whyarentyoumorelikeme.com, and both will take you to the information that you desire to look at.

Jeff:  That’s awesome and there will be links below this show for both of those websites. And Ken, I can’t thank you enough for talking with us. I love the perspective that you gave us with your long number of years doing this sort of a thing. Doing it before the internet and leveraging the certification model and just all your great insights has been wonderful. And I thank you sincerely. And I wish you the best of luck. And I look forward to staying in touch.

Ken:  Well, thank you Jeff, for the opportunity, and all the best to be able to help and equip individuals. So that they can realize their purpose in life and be fulfilled in that. So, all the best and then, thanks for the opportunity to serve today.

Jeff:  Great. Thanks, Ken. Take care.

You can get more information about CRG at CRGLeader.com and Ken’s book, “Why Aren’t You More Like Me” at http://whyarentyoumorelikeme.com and you can order it from Amazon at the below link:

Ken’s Other book, My Source Experience Journal is also available on Amazon at the below link:

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About Jeff Steinmann

Jeff wants to help you Live More. He is the author of How to Quit Working, A Simple Plan to Quit Your Job for a Life of Freedom. He hosts a weekly show called The How to Quit Working Show that features lessons from Freedom Fanatics who quit their soul-sucking 9-5 job and created a business that lets them live a passionate life of freedom. Jeff also writes for several media outlets, including The Huffington Post, Lifehack and Elite Daily. Most of all, Jeff is a Freedom Fanatic, fiercely devoted to finding a better way to “do life”.

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