The #1 Mistake I See CEO’s Making With Their Team & How To Repair It with Katie Richardson

[00:00:00] The reason I'm doing what I'm doing is I've built my own significant business.

[00:00:04] It was a multi-million dollar international company, built it for seven years.

[00:00:07] My husband was my business partner.

[00:00:09] We had product that we were shipping to 2,000 stores in the US and distribution in 26 different countries.

[00:00:14] We've been featured on the Ellen Show, the Rachel Oye Show, the Today Show, on the cover of Entrepreneur Magazine.

[00:00:18] What are some of the things that we need to start looking for as leaders to identify them and then continue on that path?

[00:00:24] The path to getting to your dream destination needs to be the path that aligns for you.

[00:00:29] We need clarity on not just where do you want to go, but how do you want to get there?

[00:00:35] Because life is meant to be lived and enjoyed.

[00:00:38] The truth will set you free, but it will first piss you off.

[00:00:42] Right? It takes a lot of work.

[00:00:45] I love standing in the truth because that's where we get empowered.

[00:00:48] So the mistake that I see entrepreneurs making is they are scaling, growing their business, hiring employees,

[00:00:56] but they're not showing up as the leader of the business.

[00:01:00] We've got some. Hey, I'm Luis and this is Luis.

[00:01:03] And welcome to the content is profit podcast.

[00:01:05] In here you're going to get the insights, accountability and drive to create consistently and increase revenue.

[00:01:11] You'll hear from top entrepreneurs, creators and anything and everything you need to know about content.

[00:01:16] All this while having a good time.

[00:01:17] The goal is podcast is simple, entertain, educate and turn your content into profit.

[00:01:24] Let's go.

[00:01:26] Guys, today we have my coach, my light.

[00:01:32] The light that has guided me personally.

[00:01:34] Your North Star.

[00:01:35] My North Star 4.

[00:01:37] Like I want to say probably a couple years now, which is crazy.

[00:01:40] And you know, a little personal story here when we had our like our first online clients,

[00:01:45] you know, was somebody that we looked up to and that person had a coach and I was like one day,

[00:01:53] I will love and be honored and be very lucky to work with that person.

[00:01:57] And that is the person that we're bringing you on today.

[00:01:59] She helped us navigate a lot of conflict.

[00:02:03] She helped us like work through a lot of, you know, friction with our team personal relationships.

[00:02:09] She helped us make the decision of purchasing this studio, navigating all of that and so many more things.

[00:02:15] Like it's crazy guys.

[00:02:17] And you know, she's bringing the fire today and she's bringing an opportunity for you,

[00:02:23] the listener, the watcher to go and check out, you know, her process and what she does,

[00:02:28] which you know first hand we've experimented.

[00:02:31] So please welcome back our dear friend or content is profit Hall of Famer,

[00:02:35] our mentor, our coach, Katie Richardson.

[00:02:41] Katie.

[00:02:42] Hey, Luis and Fonzie.

[00:02:44] You guys know I just I love being here.

[00:02:46] I love you guys.

[00:02:47] I'm a big believer in content is profit.

[00:02:50] I'm a big believer and you guys putting your magic out into the world

[00:02:53] and I'm really excited to talk to our audience about how they can do that too.

[00:02:57] That's right.

[00:02:57] Thanks for having me.

[00:02:58] Thank you Katie.

[00:02:59] Thank you.

[00:03:00] Thank you for bringing always that energy and that light.

[00:03:03] I'm telling you if people haven't seen your content, definitely go and check her out.

[00:03:08] But if you're in the same room of Katie, as soon as you step in you have like this aura,

[00:03:13] you know, this light aura and it literally is contagious in the best of ways.

[00:03:19] So I really appreciate you.

[00:03:21] I told you before the show I'm wearing the AFC Richmond Jersey from Ted Lasso.

[00:03:27] I made that choice this morning very consciously.

[00:03:30] You know, I don't really I don't often wear jerseys from other teams that are not mine,

[00:03:34] you know, even less fictitious teams.

[00:03:37] But in this show there's a phrase that I absolutely love.

[00:03:42] And every time I hear it, I actually think about you.

[00:03:45] It reminds me of you reminds me of your lessons, you know, a lot of the things that you've done with us

[00:03:50] and the phrase is the truth will set you free, but it will first piss you off.

[00:03:57] Right?

[00:03:58] It takes a lot of work.

[00:04:00] That is true.

[00:04:00] Right?

[00:04:01] It takes a lot of work.

[00:04:01] And every time I hear that phrase, I'm like Katie.

[00:04:05] Yeah, it's true.

[00:04:07] It's true.

[00:04:08] Yeah.

[00:04:08] So thank you.

[00:04:09] I love standing in the truth because that's where we get empowered.

[00:04:11] Right?

[00:04:11] Absolutely.

[00:04:12] 100%.

[00:04:13] So I haven't seen the show, but now I'm going to have to go watch it.

[00:04:17] Yes, I'll send you that clip.

[00:04:19] I'll send you the clip so you don't have to go watch the whole thing.

[00:04:22] Yeah, but yeah, thank you, Katie.

[00:04:23] I really appreciate everything you've done.

[00:04:26] And Katie, for those who don't know, you know, working with you has literally changed our life

[00:04:31] and we're like super grateful, but it's also really hard to get to work with you.

[00:04:39] And that's on purpose, right?

[00:04:40] Obviously, you know, for us as the people being coached on those calls and also for you

[00:04:47] to be able to deliver the value that you do and the success.

[00:04:50] Right?

[00:04:50] But today, today's super interesting because there's an opportunity that people can be

[00:04:54] introduced into your world.

[00:04:56] Right?

[00:04:56] Obviously we're going to leave the links right below.

[00:04:58] So you talk a lot about, you know, the mistakes that CEOs make with their teams

[00:05:04] and how to overcome this.

[00:05:06] And, you know, there's many, many, many, many, many mistakes that I've made over the last two years.

[00:05:11] And you helped me navigate through that.

[00:05:12] And, you know, and now we use frameworks and things that we talked about to kind of

[00:05:18] elevate like the energy and move things forward with the impact that we want to make.

[00:05:23] So what is actually that number one mistake that you actually see with CEOs in general?

[00:05:28] That the people that you work that are very high level and maybe we can start there.

[00:05:33] That's a great question.

[00:05:36] Oftentimes when we start a business is because we're really passionate about adding value

[00:05:41] into the world in some way.

[00:05:42] We see a problem and we're like, hey, I think there's a better way to solve that problem.

[00:05:47] And so we get excited about hopping in and solving that problem.

[00:05:50] Entrepreneurs are really hard workers.

[00:05:51] They're committed.

[00:05:52] They're dedicated.

[00:05:53] They're super disciplined.

[00:05:54] And so in the beginning we hop in and we do all of these things ourselves.

[00:05:58] And at some point we become maxed out and we can no longer do it all on our own.

[00:06:03] So we hire people and we unfortunately kind of keep doing it all ourselves.

[00:06:10] But like, hey, you just figure out what needs to happen over there and like stop

[00:06:14] asking me questions.

[00:06:15] And can't you make a decision over there?

[00:06:17] And so the mistake that I see entrepreneurs making is they are scaling growing their

[00:06:24] business hiring employees, but they're not showing up as the leader of the business.

[00:06:30] They're still continuing to show up with their old operating system.

[00:06:34] That's what I call it just like old software, right?

[00:06:38] When the phone starts to lag you soon get a notification that says hey your apps are

[00:06:44] crashing because you need to update the software and the same is true for an

[00:06:49] entrepreneur to grow your business.

[00:06:51] So you have to operate differently and therefore you need a new operating system.

[00:06:56] Yeah, I obviously resonate big time on this, right?

[00:07:00] I think there was like no operating system when we started working together.

[00:07:05] But we see it a lot too with the people that maybe are coming to the studio now.

[00:07:09] You know, we see there's like these two extremes.

[00:07:12] You see the creators, right?

[00:07:14] There are people obviously involved in content and they want to build something out of that.

[00:07:17] And then you also see the companies or the entrepreneurs that want to become creators, right?

[00:07:21] So somewhere in the middle the people that we have kind of fall in there.

[00:07:25] And we've seen more and more like the people that are actually creators that you know have a skill

[00:07:29] or like they're really good communicators something and they start building that business right side of it

[00:07:34] to obviously support their passion or support their families or their teams.

[00:07:37] And that's when that, you know app starts like crashing, right?

[00:07:43] And you're started like, okay, am I actually worthy or like am I actually the right person to do this?

[00:07:48] Like why am I even doing this?

[00:07:50] Right, so one of the things that you know really helped me personally was the North Star, right?

[00:07:55] We talked about this many many times.

[00:07:57] Like what is like that one thing?

[00:07:59] Why are we driving towards, right?

[00:08:01] Can we maybe like dive in a little bit more on that specifically?

[00:08:04] Because it really helped me kind of reset every single time that doubt cryptin

[00:08:08] or when you know you had some questions like where are we actually really going?

[00:08:12] And it created these guardrails to make a decision that eventually you know started moving the thing forward again.

[00:08:18] I was interviewing somebody recently on my podcast and she had a really interesting professional journey.

[00:08:24] She actually started out doing African Safari tours.

[00:08:28] And she told me that if you are leading a tour on the African Safari by foot,

[00:08:35] you will start walking in circles.

[00:08:38] The land is so flat that your dominant foot is going to step a little bit further than the other foot

[00:08:45] and eventually you'll be walking in circles.

[00:08:47] And so you have to have a point on the horizon and that pulls you out of that walking in circles mode.

[00:08:54] And it might seem a little silly, but the same is true for entrepreneurs.

[00:08:58] And in order for you to lead your team, you have to have a vision of where it is that we're going.

[00:09:05] And specifically you asked about the North Star.

[00:09:09] The reason that works and it's so essential is for you to move out of your old operating system

[00:09:17] and expand into this new operating system.

[00:09:20] You're going to push up against your current capacity and man, it's uncomfortable.

[00:09:25] It's really uncomfortable.

[00:09:26] And for a whole host of reasons, it's going to be easier to pull back and shrink back

[00:09:33] and utilize the thinking that you've always utilized because it feels comfortable and familiar.

[00:09:38] And then therefore it feels safe.

[00:09:40] Yeah.

[00:09:41] And so unless you have something that's really meaningful for you that pushes you past this pain,

[00:09:48] because that's what it is.

[00:09:49] It's there's pain as you push up against your edges.

[00:09:53] And you know, you used this in your professional soccer career, right?

[00:09:57] You would push up against the edges of your pain.

[00:09:59] And there were things that you wanted greater that would help you push past the pain

[00:10:07] and expand into a level of athleticism that maybe previously you hadn't experienced

[00:10:13] because there was something that was meaningful for you that helped you do that.

[00:10:18] And that's the power of a North Star is if you don't have that,

[00:10:22] you'll push up against the edges of your comfort and you'll start to pull back.

[00:10:26] It's just human nature.

[00:10:27] Yeah.

[00:10:28] So we have to override that.

[00:10:30] Yeah, I'm curious on what are some of those challenges people might start facing

[00:10:34] when they start, you know, chasing that North Star outside of their comfort zone.

[00:10:39] I'm sure it's not just one.

[00:10:42] No, and in fact, they're really surprising and they're really, really simple.

[00:10:49] I'll give you a really timely example.

[00:10:51] I have a client who he's building a solar company and he had an initial buyout,

[00:10:56] but he's still part of a longer term goal.

[00:10:59] They're building a billion dollar business.

[00:11:01] And in order to do this, he's got to step out of the doing in the business

[00:11:07] and he really needs to lead and empower his team.

[00:11:09] So he needs to hire the right people and he really needs to set them free

[00:11:13] and empower them to utilize their unique gifts and talents

[00:11:16] in their different roles and positions.

[00:11:18] And that means let's just call him Peter for example.

[00:11:24] He wouldn't mind me using his name.

[00:11:26] I'm just going to call him Peter.

[00:11:27] Part of what got Peter to where he's at is he was the guy out there pounding the pavement, right?

[00:11:33] And he was very good at it.

[00:11:35] And now he needs to empower the people who are pounding the pavement.

[00:11:40] And so he's got to shift into a new operating system.

[00:11:44] And what's interesting is the edges of that are really deceptive

[00:11:52] and he doesn't see it as painful.

[00:11:55] And I'll give you a really timely example.

[00:11:56] So he runs these training meetings and part of him needing to be in his role in this position

[00:12:03] is actually he's needed to replace himself in some of these meetings.

[00:12:06] So he hired somebody, he's been training him and he told the guy,

[00:12:09] hey you need to run these meetings.

[00:12:11] Well, it's like an hour before the meeting.

[00:12:13] No notifications gone out.

[00:12:14] Nobody knows about the meeting.

[00:12:15] Nothing's happened.

[00:12:17] And so he hops in, he messages everybody and says,

[00:12:20] hey we were going to try and do this meeting in person,

[00:12:22] but clearly no one's planning on that.

[00:12:25] So let's just hurry and do a meeting over Zoom.

[00:12:30] And what happened in that moment is he didn't expand into that leader.

[00:12:35] He actually disempowered the guy he just hired and took back the responsibility out of

[00:12:42] and I asked him, I said, why did you do that?

[00:12:44] Well, I felt bad.

[00:12:44] I hadn't really trained him very well.

[00:12:46] And it's not like I'm above this.

[00:12:49] And so there was like this guilt and shame that he was running into.

[00:12:52] That was the pain that he was running into, Fonzie.

[00:12:55] And it's interesting because it's like this wolf in sheep's clothing.

[00:12:59] And it's again, like the thinking of I'm not above this.

[00:13:02] I'm not too important that I'm not willing to send everybody a message.

[00:13:08] It's not that inconvenient.

[00:13:10] That's how he was viewing it.

[00:13:11] But that comes from his old operating system and his new operating system needs to empower his team.

[00:13:18] But can you see how like he actually disempowered his team

[00:13:21] and he trained them to not trust themselves and that he trained them for him to be the silver bullet.

[00:13:28] And he needs them to be the silver bullet.

[00:13:30] So can you see?

[00:13:31] It's like it's so interesting because he wouldn't have said that was painful and uncomfortable for me.

[00:13:38] But for him to not send that message and for him to sit in the discomfort of I'm not above this

[00:13:45] and I'm not going to do it, that was his pain that he was actively avoiding.

[00:13:50] And that's what pulled him back.

[00:13:51] Yeah, you know, as I'm going through so many scenarios that something similar happened with us and me personally.

[00:14:01] And man it was painful.

[00:14:05] But on the other side, you do see when you actually bring awareness to the situation

[00:14:11] and be like what's my new operating system?

[00:14:13] Does this align to the objective that we're trying to achieve?

[00:14:16] Does this align to the person that I'm trying to grow into?

[00:14:21] It's so worth it.

[00:14:23] So I encourage people to kind of dive into that, of course.

[00:14:27] And then also I go through, man we worked so hard to hire a first team.

[00:14:33] It was one of those moments of expansion of learning a ton.

[00:14:38] We probably had the worst first team story ever.

[00:14:41] We can dive into that later on a different episode.

[00:14:45] But then it turned out like the second team kind of started growing

[00:14:49] and we started developing some habits, some good, some not so good.

[00:14:52] And we're still navigating through that.

[00:14:54] But there's a lot of opportunities in the last couple years that we have to course correct on those behaviors.

[00:15:01] So how can people start first identifying those issues with their own teams?

[00:15:06] Especially, you know, we talk a lot on content teams.

[00:15:09] And for a creator to start focusing on one of those six levers,

[00:15:13] and obviously one of them is production,

[00:15:15] you're going to have to start dealing with people if you want to scale to a certain degree, right?

[00:15:20] And maybe some of these bad habits start developing.

[00:15:23] How do we start course correcting?

[00:15:24] What are some of the things that we need to start looking for as leaders

[00:15:28] to identify them and then continue on that path?

[00:15:31] Yeah, my objective is to empower an entrepreneur, a founder, a CEO.

[00:15:39] That's my objective.

[00:15:40] And so I teach by principles.

[00:15:42] And when I can teach somebody principles, they can make decisions and they even decide what tactics they're going to utilize.

[00:15:52] And so with that in mind, I do have frameworks that I teach people that gives them clarity, guidance and direction

[00:16:02] on how to operate with their team and like where they need to jump in and where they need to not jump in

[00:16:08] and how they're contributing to the dysfunction of their team and what it is that they're doing

[00:16:13] to create the dynamic within their partnership that maybe they're frustrated with or

[00:16:18] why are they actively losing their best customers right now?

[00:16:22] Like maybe there's a way you're contributing to that or something you could actively be doing to prevent it.

[00:16:26] So my objective is to empower people.

[00:16:30] And what's really cool is my background is in product design.

[00:16:35] And that means that I approach things very differently than a lot of your typical entrepreneurs and CEOs.

[00:16:46] Oftentimes, it's very logical linear thinking that has helped you build your six or seven figure business.

[00:16:52] But if you don't know how to also engage another part of your brain, which is more design thinking,

[00:17:01] then you'll continually get stuck in the linear thinking.

[00:17:04] So those are like several different pieces that I wanted to share with you.

[00:17:08] With that in mind, I do want to share a framework that I use personally when I'm coaching people

[00:17:15] that helps me help them find solutions and possibilities and answers and then also that guides people.

[00:17:23] So, okay, you know I like visuals. Let's use the actual visuals, shall we?

[00:17:28] When you're building your business, you have this vision of this dream place that you want to get to.

[00:17:35] Maybe it's some tropical island, for example, because I live in Puerto Rico.

[00:17:40] And so you're trying to get to this place, this island, and it's a dream.

[00:17:45] You've never been there before.

[00:17:46] Wouldn't it be so cool if we had a podcasting studio and we had team members

[00:17:51] and we could take a couple weeks off with our family?

[00:17:54] We have this dream of where it is that we want to go.

[00:17:57] What happens is you single-handedly ensure through discipline and hard work

[00:18:02] that you get to this island.

[00:18:04] And soon you get to the island only to realize, wait a minute,

[00:18:08] I wanted to get to that island.

[00:18:12] I thought my dream was this.

[00:18:14] And almost immediately, and I see this all the time, I saw it with Josh Forte,

[00:18:17] I saw it with Catherine, it was like, whoa, I mean, yeah, you could say that this is

[00:18:23] everything that I described that I wanted.

[00:18:25] But and like Catherine specifically, she's coming to mind.

[00:18:28] She built the business that she wanted, right?

[00:18:31] It was seven figures plus and she was selling one product.

[00:18:36] But very quickly it was the people that I'm attracting are draining me.

[00:18:41] And my calendar is filled up with conversations that are not interesting to me.

[00:18:47] I'm getting bored in my business, right?

[00:18:50] And so we get to the dream location only to realize there's actually some major

[00:18:58] components of our dream destination that we're missing in our previous definition

[00:19:04] of where it is that we want to go.

[00:19:06] And so the beautiful thing is you don't have to freak out when you get there.

[00:19:10] You just realize, oh, actually at this point, now we just need to make a few tweaks.

[00:19:15] That's it.

[00:19:16] We just need to make a few tweaks.

[00:19:18] So what are those tweaks and how are you going to determine what those tweaks are?

[00:19:23] I have a system.

[00:19:25] It's called the vital system.

[00:19:27] And these are kind of rails and guidelines to direct you into finding

[00:19:32] the actual dream destination.

[00:19:35] Okay, so the first one we've already talked about, which is vision.

[00:19:38] You have to have a vision of where it is that you're going.

[00:19:40] And it's interesting because you can't have the vision so defined that there's not

[00:19:44] room for your team to contribute to the vision.

[00:19:48] In a sense, you need like a really good outline of where it is that we're going.

[00:19:53] And then you need to hand colored pencils to your team and say, what color should

[00:19:56] we make the sky and what color should we make this building?

[00:19:59] And what color do you want these flowers to be?

[00:20:02] And they need an opportunity to be a part of building out the vision.

[00:20:06] If you try and hand it to them, they won't take on accountability or

[00:20:10] responsibility for things.

[00:20:11] So you'll continually be shouldering that yourself and you'll keep being frustrated.

[00:20:15] So the first is you need the vision frame.

[00:20:19] The second is you need to have clear instruction on how you want to get there.

[00:20:24] And these are things like the North Star, the values, the vehicle of the business.

[00:20:28] And these are things that you're familiar with, Luis, because we've worked together.

[00:20:32] There's maybe a thousand ways that you could get to that location.

[00:20:36] And part of this realization of, oh, that's not actually the dream place that I wanted to get to.

[00:20:42] Part of it is.

[00:20:44] Is you have values, things that really matter to you.

[00:20:48] And so it needs to be the path to getting to your dream destination.

[00:20:52] It needs to be the path that aligns for you.

[00:20:55] And so we need clarity on what are the values?

[00:21:00] What what's the way in which how do you want to get there?

[00:21:04] Not just where do you want to go, but how do you want to get there?

[00:21:07] Because life is meant to be lived and enjoyed.

[00:21:11] And it's not about the destination.

[00:21:13] It's about the journey.

[00:21:14] So you need those two points.

[00:21:17] The third piece of the vital system is your team.

[00:21:21] If you're building something significant,

[00:21:24] you're going to have to build a team to support you in getting there.

[00:21:26] You can't do it on your own.

[00:21:28] We certainly try, but that's when we become the bottleneck of our business.

[00:21:34] And it's super frustrating when everyone's coming to you to make decisions.

[00:21:39] So how can you not just build out a team, but like really empower them to make decisions,

[00:21:46] decisions that align with the mission,

[00:21:47] decisions that align with the values of the company,

[00:21:50] decisions that even tap into their unique talents and abilities as your team member.

[00:21:56] Right?

[00:21:56] They have skills and abilities and a perspective that you don't have.

[00:22:00] So how can we develop trust as a team that we're all in the same boat,

[00:22:05] headed in the same direction.

[00:22:07] And I'm not going to just hand you the answers to everything.

[00:22:10] I trust you and I believe in you.

[00:22:12] And I want you to make that decision.

[00:22:14] Like that's amazing.

[00:22:15] And what a cool opportunity.

[00:22:16] And for me, it's a big part of what lights me up as an entrepreneur is like

[00:22:21] really encouraging people to trust themselves as your team members.

[00:22:25] Right?

[00:22:26] And the business becomes a really powerful vehicle for them to develop that.

[00:22:29] So those are the first three.

[00:22:30] What are some thoughts that come to your mind when I talk about vision, instruction and team?

[00:22:35] Oh man, so many.

[00:22:38] One specifically that I think is super fresh for me.

[00:22:41] You know, I was listening to an episode of Layla Hormazi's show yesterday.

[00:22:47] I don't know if you guys are familiar with her show,

[00:22:49] but she's like full on operator, right?

[00:22:52] And she was talking about an experience where she had to go to work

[00:22:56] and the boss was like super encouraging and like all like the best case scenarios.

[00:23:01] And she, she's like, she had it so good that she didn't know.

[00:23:05] Like for her, that was the norm.

[00:23:06] And then this boss goes to a different place

[00:23:08] and she gets these other bosses, complete opposite, right?

[00:23:10] She was like really scared to go to work

[00:23:12] and she was like crying in the car every morning.

[00:23:15] Right?

[00:23:15] And you know, to us, I resonated with that story

[00:23:19] because I've been on her position as well where I was in a job that I loved my boss.

[00:23:24] It was really exciting to go to work every single day.

[00:23:27] And then I also, that same job completely flipped on me.

[00:23:30] And it was like, wow, this is like really crazy experience.

[00:23:32] And that's what led me to, I want to do my own thing.

[00:23:36] And you know, now we're sitting in the leadership position, right?

[00:23:40] And in charge of like that vision, some things and, you know,

[00:23:45] sometimes we're so in the business or in the weeds, right?

[00:23:49] And we did a lot of exercises to kind of pull me away from like the weeds

[00:23:53] and like trying to see it from a different perspective.

[00:23:56] And that's what comes to mind as far as like,

[00:23:59] now from the boss' perspective, I want to be, or from the leader,

[00:24:02] or from like the, yeah, like the, that person,

[00:24:05] I want to go to an environment that I'm excited to go

[00:24:08] and work with the people that I'm working with, right?

[00:24:10] That I'm excited to have a daily huddle with them,

[00:24:12] that I'm excited to chat what's going on.

[00:24:15] And in our business, I've experienced that

[00:24:18] and I've also experienced like, oh man,

[00:24:21] I don't really want to go to this call today,

[00:24:23] or I really want to go talk about, you know, X, Y, Z.

[00:24:27] And that's what comes to mind.

[00:24:29] And, you know, it's like, okay, how do I maximize the good moments?

[00:24:32] Right? How do we curate, right?

[00:24:34] Or facilitate an environment where we can go through that.

[00:24:37] That's what's coming to mind right now more often than the opposite, right?

[00:24:42] The opposite is almost an indicator of like, well, that's the path.

[00:24:44] That's the thing that we have to tackle today

[00:24:47] or the thing that we have to talk about today

[00:24:48] to try to figure out how to solve it.

[00:24:51] So that's what's in my head right now.

[00:24:53] I'm like, how do we maximize those moments of like the good moments?

[00:24:58] Yeah. I mean, the short answer is you have to intentionally create it, right?

[00:25:04] So these first three things, the vision frame,

[00:25:08] the instruct frame, the team frame are awesome and great.

[00:25:11] And it's a really good start.

[00:25:13] And they have to do with kind of external things

[00:25:17] and external circumstances.

[00:25:19] And what's interesting is that is not enough.

[00:25:22] There needs to be work happening internally as well.

[00:25:26] And these are the places in which we'll kind of bump up against our own fears,

[00:25:31] our own insecurities.

[00:25:32] So to illustrate the next one,

[00:25:35] I want to talk about a client that you guys know, Josh Forte.

[00:25:39] When he first started working with me,

[00:25:42] there was so much of this like, I don't know what I totally want.

[00:25:46] And he was just kind of, he knew how to work really, really hard.

[00:25:49] And he had a ton of energy and he was willing to try

[00:25:51] and do a lot of different things.

[00:25:53] And it was time to like really focus and channel all of that energy and effort.

[00:25:59] And part of my conversation is I need to know what's going on inside of you.

[00:26:05] And, you know, I asked him who are you?

[00:26:07] And it was interesting because he really struggled with that question.

[00:26:09] He was like, I don't know what you mean.

[00:26:10] Like, I'm a Patriots fan.

[00:26:11] I'm a funnel hacker.

[00:26:14] And, you know, it was all these kind of, again, they were all external things.

[00:26:19] And it was like, no, you the man, who are you?

[00:26:23] And what's interesting is, you know, we hear this phrase, fake it till you make it.

[00:26:27] Right.

[00:26:27] We kind of, we buttress up our own self-confidence and yes, it's uncomfortable.

[00:26:34] And we start building our business.

[00:26:36] And it's almost like we're building this Jenga tower.

[00:26:39] But in order to build the height of the Jenga tower,

[00:26:42] what are we doing?

[00:26:43] We're stealing from the foundation.

[00:26:45] Right.

[00:26:45] And eventually what happens over time is you steal from the foundation,

[00:26:49] which is essentially what was happening for Josh.

[00:26:52] When you steal from the foundation, what happens over time is the foundation weakens

[00:26:56] and the building can't stand anymore.

[00:26:58] And that's where he was at.

[00:26:59] And I was like, you need to know who you are.

[00:27:02] And it's a decision and it's a choice that you make.

[00:27:05] And then you need to use what you were talking about in the beginning, Fonzie.

[00:27:10] Use truth of action.

[00:27:12] And you need to truly show up as this man in your life.

[00:27:15] And you need to notice where you're out of alignment with yourself.

[00:27:20] Whether it's in your relationships, whether it's with your team members,

[00:27:23] whether it's even with a customer or client.

[00:27:26] And if you can stand in the truth of those things, then in a sense,

[00:27:28] it's like we're going back and we're plugging in all the holes of that weak

[00:27:32] Jenga foundation and we're strengthening the foundation.

[00:27:35] And so as you build a vision and a team and you're instructing them,

[00:27:41] you have to have a solid foundation with yourself.

[00:27:44] And so what does that mean?

[00:27:46] It means the fourth component, which is alignment.

[00:27:49] You have to align with yourself.

[00:27:55] It is the source of your strength and power as you push against the edges of your past

[00:28:02] experience in your past capacity.

[00:28:04] And you need that strength so that you can stand in confidence with your team.

[00:28:10] Right?

[00:28:10] And it's not that fake it till you make it disempowered, pretend confidence.

[00:28:16] It's real confidence.

[00:28:18] It's confidence in who you are and how you're showing up in the world

[00:28:23] and choosing to be that man, that woman.

[00:28:26] And there's so much power in that.

[00:28:27] And it starts, yes, with self.

[00:28:29] And as you guys experienced, when we first started working together,

[00:28:33] I could see there were things that in your partnership were being avoided.

[00:28:39] And so that's what we did is I first had to get each of you in alignment with self.

[00:28:44] And then when you're in alignment with self,

[00:28:46] then you can start to create alignment in your partnerships.

[00:28:50] And so this is an essential piece of your journey in creating something significant

[00:28:57] in the world.

[00:28:57] You have to understand that self-alignment piece and then you have to understand

[00:29:01] how to create alignment with team members, business partners, customers, everybody.

[00:29:05] Right?

[00:29:05] So it's internal self-alignment and then it's also this external alignment with others.

[00:29:11] Yeah, that's interesting.

[00:29:12] One of my favorite phrases as of when I started dating my now fiance was

[00:29:23] is what Dawson Gitt says, create distance,

[00:29:26] which I feel after this conversation, it can also translate to

[00:29:30] lack of truth creates distance, right?

[00:29:33] Or lack of truth creates this alignment and that starts with yourself.

[00:29:37] Right? Being truthful with yourself and holding yourself accountable,

[00:29:42] which is also part of that conversation that we've had in the past.

[00:29:46] Right? On what are those values that you have and catching yourself now

[00:29:52] where I see the challenge, right?

[00:29:53] And I've seen this personally multiple times and I feel like I see it in other people

[00:29:58] and I think you can speak a lot of truth to this and really help people

[00:30:02] is when people are stuck in some behaviors for years, right?

[00:30:07] And maybe they want something, but they don't quite yet believe it.

[00:30:11] How do they move beyond that?

[00:30:14] How do they stay truthful to themselves?

[00:30:17] How do they hold themselves accountable without bouncing back into old behaviors?

[00:30:24] I was just training a client on this just this morning.

[00:30:27] Too often we show up and take action because of what we're feeling.

[00:30:33] And that's great and awesome when our feeling can line up with what we know we need to do.

[00:30:39] But at some point, we have to mature beyond that and we have to grow up.

[00:30:44] And like you guys experienced this as you have significant partner,

[00:30:50] business partners with each other.

[00:30:51] And you know, Fonzie, you'll experience this as you have kids.

[00:30:54] There's a lot of days you don't feel like being the dad, but when you choose to have kids,

[00:30:59] you take on that responsibility.

[00:31:01] And so, yeah, I don't feel like making you breakfast today,

[00:31:04] but that's my responsibility because you're too.

[00:31:08] And so you learn that I have to well, you have a decision to make.

[00:31:15] That's where you push up against the edges of your current capacity.

[00:31:20] So this client that I was talking to today,

[00:31:22] he has these meetings that he's having to go to with some of his business partners.

[00:31:26] And he was like, Katie, they're so boring.

[00:31:28] I just want to rip my eyeballs out.

[00:31:30] And I was like, hold on a second.

[00:31:32] We need to talk about this because I get it that you don't feel like going to this meeting,

[00:31:38] but you have a contract with these people and there's a partnership there.

[00:31:41] And you've been trying to force yourself to go to these meetings.

[00:31:45] You need to stop forcing yourself and you need to choose.

[00:31:48] It's time to grow up and choose to do it.

[00:31:51] And the feeling will eventually follow,

[00:31:53] but only doing things because I feel like doing that.

[00:31:57] Well, that's what 12 year olds do.

[00:31:59] And it's time for him to grow up and be the man that I know he is capable of being

[00:32:05] and that he tells me he wants to be.

[00:32:08] And it's time to start taking action and the feelings will eventually follow.

[00:32:13] But for me, it always comes down to like when I push up against that

[00:32:17] and there's something inside of me and I experienced this too,

[00:32:19] there's something inside of me that's like, I don't feel like doing that.

[00:32:21] I call it my inner teenager.

[00:32:24] We talk about an inner child, but I have an inner teenager.

[00:32:26] Let me tell you, she frequently doesn't feel like exercising in the morning.

[00:32:31] And so I can engage with that inner teenager and be like,

[00:32:36] okay, yeah, you're right.

[00:32:37] We don't feel like doing it.

[00:32:39] But I know I have to pay the price of that long term.

[00:32:42] And so I've made a decision on who I want to be in my life.

[00:32:46] And it's a woman who makes commitments and promises, including to herself

[00:32:51] and takes action because of those commitments.

[00:32:54] And there's power in that.

[00:32:55] There's tremendous power in making commitments

[00:32:58] and then taking action on those commitments and promises

[00:33:01] that you've made with yourself.

[00:33:03] And too often we will extend that commitment to other people

[00:33:11] and then we give ourselves a pass.

[00:33:14] And what happens over time is when you don't give that level of respect to yourself,

[00:33:20] you start to erode trust with self.

[00:33:23] And if, Fonzie, if we can't trust ourselves, who can we trust?

[00:33:27] Really?

[00:33:28] It's a really dangerous game to play.

[00:33:31] So this is about making a decision on who you want to be in your life

[00:33:37] and then taking the action required to be that individual.

[00:33:41] It's the opposite of fake it till you make it.

[00:33:43] It's design, it's creation, it's self-creation.

[00:33:46] And it's a commitment to a version of you that maybe previously hasn't existed.

[00:33:52] Maybe every time, maybe you have tons of proof and evidence in your life.

[00:33:56] And when I'm saying you, I also mean me and all of us, right?

[00:33:59] I'm not just talking to you.

[00:34:02] But like we might have lots of proof and evidence on other times

[00:34:06] when I haven't, I've made commitments and then I've fallen short

[00:34:10] and I haven't followed through.

[00:34:12] And that's where you have a decision to make every day on,

[00:34:17] do I want to continue habitually?

[00:34:19] And that's part of it is it becomes a habit.

[00:34:21] Do I want to continually continue to habitually be the person I've always been

[00:34:26] or do I value growth and expansion?

[00:34:28] Do I value keeping commitments?

[00:34:31] And maybe I don't have proof and evidence of me valuing that in the past,

[00:34:35] but that stops today.

[00:34:37] And I get to be in charge of that.

[00:34:38] And so I can make a decision starting right now that I'm not going to be

[00:34:43] that woman anymore.

[00:34:44] I'm not going to be that man anymore.

[00:34:45] And I see the chaos that that creates in my relationships and my team.

[00:34:51] I don't keep my commitments and that's not okay.

[00:34:54] So I understand that I've made a lot of mistakes in the past

[00:34:57] and right now I'm making a decision and I'm cutting myself off

[00:35:01] from no longer trusting myself.

[00:35:03] That's not okay for me anymore.

[00:35:05] And I'm taking action to support that decision.

[00:35:10] So that's the key.

[00:35:12] So many thoughts through my mind.

[00:35:16] One on environment, one on how do we anchor that?

[00:35:21] In many of our conversations obviously we come from soccer.

[00:35:23] That's our world, right?

[00:35:24] So I remember very clearly when we were little,

[00:35:29] we knew who made it and we're like,

[00:35:32] we're reverse engineer of that player for example.

[00:35:35] What do they do?

[00:35:36] They train every single day.

[00:35:37] They take care of their nutrition.

[00:35:38] They rest, they do X.

[00:35:39] And then there's like a map almost kind of following that.

[00:35:43] And it's like this is what it takes.

[00:35:45] And that's the conversation we have with our dad so many, many times.

[00:35:49] But there's like that margin of like, okay,

[00:35:51] we have to take care of our bodies.

[00:35:53] We have to eat X amount of calories so we can sustain the growth

[00:35:57] and sustain all this stuff or practice every single day

[00:35:59] and technique and all that.

[00:36:01] Now translate that into I remember a very vivid conversation

[00:36:04] that you and me had and you were like, well,

[00:36:08] who are you now, Luis?

[00:36:09] And we're like, you're a CEO.

[00:36:10] You have to start behaving as a CEO.

[00:36:12] And I was like, well, how does a CEO behaves?

[00:36:15] And he's like, well, we get to create it today.

[00:36:17] And that was one of the, I think, most impactful sessions

[00:36:21] that I personally had because it's like, okay,

[00:36:23] now we get to shape the future Luis or the Luis that starts today.

[00:36:29] And I remember starting to research and listen to,

[00:36:33] in that specific moment, Christian Horner,

[00:36:36] who's the CEO of Red Bull Racing.

[00:36:38] Right?

[00:36:39] It's like, obviously I love sports and all of that.

[00:36:41] And I was like, this guy is so productive.

[00:36:44] This guy has one of the most successful teams out there.

[00:36:46] And it's not just a team, it's an organization

[00:36:48] and they run this and they're effective.

[00:36:49] And I want to know how he thinks.

[00:36:51] Right?

[00:36:52] And I think we had a conversation on that.

[00:36:53] It's like, how do we anchor or how do we find

[00:36:56] that person that is doing maybe something close

[00:36:59] to what we want to do as well

[00:37:00] and start reverse engineering that.

[00:37:02] And he doesn't have a book, he doesn't have a course,

[00:37:04] he doesn't have all this stuff.

[00:37:05] Right?

[00:37:06] So it's like finding the trail on how they behave

[00:37:10] or grabbing these clues and start piecing it together

[00:37:13] with our own things and our behaviors

[00:37:15] and how we want to do that.

[00:37:17] And I always go back to,

[00:37:20] I need to probably do more of that as I catch myself

[00:37:23] going to my back, Luis.

[00:37:25] One of the big elements, and maybe this helps people

[00:37:27] listening and watching was when I was low on energy,

[00:37:32] I will default to the old Luis.

[00:37:35] Versus when I was high on energy,

[00:37:39] it was easier for me to become the new Luis.

[00:37:42] Right?

[00:37:42] So we're like backtracking that.

[00:37:43] We're like, okay, well, what's the cause

[00:37:45] of me being low energy?

[00:37:46] Well, going to bed late or going to all this stuff.

[00:37:49] So, okay, perfect.

[00:37:50] If we solve that, then I'm going to be high energy.

[00:37:52] Then it's going to be easier to become the new Luis.

[00:37:54] That's very tactical on that side.

[00:37:55] That was my specific case,

[00:37:57] but I encourage every single person

[00:37:59] to kind of go through those elements.

[00:38:01] Yes.

[00:38:02] I love that you're speaking to our audience

[00:38:04] because is it okay if I speak to our audience right now too?

[00:38:07] Please.

[00:38:09] Just for reference, the reason I'm doing what I'm doing

[00:38:13] is I've built my own significant business.

[00:38:16] It was a multi-million dollar international company

[00:38:18] built it for seven years.

[00:38:19] My husband was my business partner.

[00:38:21] We had product that we were shipping

[00:38:22] to 2,000 stores in the US and distribution

[00:38:24] in 26 different countries.

[00:38:26] We've been featured on the Ellen Show,

[00:38:27] the Rachel A show, the Today show

[00:38:29] on the cover of Entrepreneur Magazine.

[00:38:31] And I saw how I had figured something out

[00:38:35] in the business realm that had the business

[00:38:38] on this flywheel of like a continual upward spiral.

[00:38:43] Right?

[00:38:43] And yet personally, I felt like I couldn't keep up

[00:38:47] and it wasn't sustainable for me.

[00:38:49] And I felt like I was in this double bind

[00:38:52] where I was excited about the business that I was building.

[00:38:54] I felt really passionate about the solutions

[00:38:56] that we're putting in the world.

[00:38:57] I saw the good that it was bringing to people's lives.

[00:38:59] But personally, I felt like my life was kind of chaotic

[00:39:03] and I wasn't being the mom, the wife, the woman of God.

[00:39:07] I just wasn't feeling I wasn't getting enough sleep.

[00:39:10] Right?

[00:39:11] So I was really torn and conflicted.

[00:39:15] And as I looked out into the world

[00:39:17] and I read books and I read magazine articles,

[00:39:20] the solution to my problem was not clear.

[00:39:23] And it wasn't out there.

[00:39:24] And I was really disappointed and sad.

[00:39:28] And I remember being at the precipice of

[00:39:30] do I need to give this up?

[00:39:31] My business, my brand, the companies

[00:39:33] that I feel strongly about.

[00:39:34] Like, because it was at that point.

[00:39:36] I knew if I continued to move forward

[00:39:38] in the way that I was operating,

[00:39:40] it wasn't sustainable.

[00:39:41] And I would someday regret prioritizing my business.

[00:39:46] And that terrified me.

[00:39:47] And in that moment, I had an insight.

[00:39:50] And of course, it's visual.

[00:39:53] My life felt like chaos.

[00:39:55] Right? But I had figured something out in my business.

[00:39:57] Like the business, there were a lot of things

[00:39:59] about the business that actually were working.

[00:40:01] And I realized it was my design thinking.

[00:40:06] I needed to turn it on myself.

[00:40:08] And I had applied my design thinking to my business,

[00:40:12] but I needed to turn it on myself.

[00:40:14] And I felt like I was being pulled

[00:40:17] in a thousand different directions.

[00:40:18] And what I needed to do was I needed to align

[00:40:21] all of my targets so that when I was taking out

[00:40:23] my bow and arrow and aiming,

[00:40:25] that it wasn't all of this lost energy and effort

[00:40:28] in trying to orient myself and understand distance.

[00:40:32] I know this is really visual,

[00:40:33] but the visual I'm showing people is like,

[00:40:35] one has really scattered targets

[00:40:36] that are just all over the place.

[00:40:38] And then the other, all of the targets line up.

[00:40:42] And I had that visual,

[00:40:44] but I didn't know what the answer was.

[00:40:46] And so what I'm doing for people is for five days,

[00:40:51] I'm going deep on how you create this level of alignment

[00:40:56] in yourself and in your business

[00:40:58] so that you don't have to walk down a road

[00:41:01] that someday you're going to regret.

[00:41:04] And I couldn't find the answers.

[00:41:06] And so through so much trial and error,

[00:41:09] prayer, scripture study,

[00:41:11] I had to figure it out on my own.

[00:41:12] And I just feel like entrepreneurship is lonely enough.

[00:41:18] And so I feel really passionate about empowering

[00:41:21] purpose-driven entrepreneurs

[00:41:23] with these frameworks and systems

[00:41:26] so that they can be empowered

[00:41:28] to go do the things that they feel called to do.

[00:41:30] And I don't need to be the hero of your story,

[00:41:32] but if I can just teach these to you,

[00:41:34] then you'll be empowered to do that.

[00:41:36] And so what we're doing is we've got a virtual event

[00:41:40] that starts April 22nd.

[00:41:43] And for one hour every day, well,

[00:41:45] and I recommend the VIP ticket,

[00:41:47] which would give you two hours a day.

[00:41:49] I'm going to go deep with you on these things

[00:41:51] because as both of you have experienced,

[00:41:54] once you see it, you can't unsee it.

[00:41:58] And it's like you're looking through

[00:42:01] a new pair of lenses.

[00:42:04] And so that's what we're doing at this event.

[00:42:06] It's called Empire Builders Live.

[00:42:08] Go to empirebuilderslive.com

[00:42:09] and you can find out more about it.

[00:42:12] So good.

[00:42:13] And then I can speak firsthand, guys.

[00:42:16] Like obviously, I've seen firsthand the results

[00:42:19] that those frameworks allow us to do.

[00:42:21] I mean, we grew year over year, 30% and 40%.

[00:42:26] In our business, more opportunities,

[00:42:28] more conversations, more connections.

[00:42:30] We grew as people, Fonzie found a fiance.

[00:42:35] Many things.

[00:42:36] And I highly encourage every single person

[00:42:40] to go to the link right below, empiresbuilders.com.

[00:42:43] Empires Builder, sorry, empiresbuildinglive.com, right?

[00:42:46] Is that it?

[00:42:47] No, Empire Builders Live.

[00:42:50] Empirebuilderslive.com.

[00:42:52] That was definitely on purpose,

[00:42:53] so you pay attention, listener.

[00:42:55] So and come hang out.

[00:42:59] I'm going to do my best to be there as well.

[00:43:01] Every second I get to spend with Katie

[00:43:04] and her frameworks, it's greatly appreciated.

[00:43:08] And my iPad is full of notes and hopefully going execute.

[00:43:12] So I hope to see you there.

[00:43:15] I would say one of the earliest phrases

[00:43:18] I remember from when we started diving into entrepreneurship

[00:43:21] and go into events was your business growth

[00:43:24] to the extent that you do.

[00:43:26] And honestly, there's only a very few people

[00:43:30] that I would point others towards growing themselves.

[00:43:34] Not just like business skillset,

[00:43:36] like there's other people that I trust

[00:43:38] and they know a lot of business skillsets,

[00:43:40] but for growing yourself internally, right?

[00:43:45] Looking inside, reflecting and doing the hard work.

[00:43:50] There's literally probably like two or three people

[00:43:53] that I would point out to, right?

[00:43:55] That I would recommend and you're one of them.

[00:43:57] Like you're absolutely amazing.

[00:43:59] I know that you always come from a place of love too.

[00:44:03] So really appreciate it.

[00:44:05] And again, you're listening right now.

[00:44:07] It's a great, great opportunity for you to tap into Katie's world

[00:44:12] and learn, right?

[00:44:13] Learn what you potentially don't know,

[00:44:17] which is, there's a lot out there.

[00:44:20] Thank you, Katie.

[00:44:21] Say anything else you want to-

[00:44:22] We're just blind to it, right?

[00:44:23] We're just blind to it.

[00:44:24] And so like, that's the cool thing is,

[00:44:26] each of these interactions that you and I have had,

[00:44:29] when I help you see something and suddenly you see it,

[00:44:32] then you can't unsee it.

[00:44:34] And now that you see it,

[00:44:36] you're then empowered to affect it and change it

[00:44:39] and transform it.

[00:44:41] And it's just so exciting.

[00:44:42] So I'm so grateful to you guys

[00:44:45] that you would have this conversation with me,

[00:44:48] that you would share me and my systems

[00:44:50] and processes with your audience.

[00:44:52] And if people can't tell,

[00:44:54] I'm really passionate about this.

[00:44:56] I know too many people personally

[00:44:58] who are so hardworking and so disciplined

[00:45:03] that they, and then they just kind of keep utilizing

[00:45:06] their old operating system

[00:45:08] that it starts to become self-destructive.

[00:45:11] And that terrifies me.

[00:45:13] And I see people who are in so much pain,

[00:45:16] but then they have a high tolerance for pain.

[00:45:18] So they kind of are in denial like,

[00:45:20] no, I'm good.

[00:45:20] Everything's good.

[00:45:22] But like, I can see it on their face

[00:45:24] because I've been there and I know it.

[00:45:26] And if they just understood

[00:45:28] that there's actually just a few tweaks

[00:45:30] that if you made these tweaks,

[00:45:32] everything would start to fall into place.

[00:45:34] And you don't have to be alone on this

[00:45:37] and you can actually learn

[00:45:39] a really powerful way of operating with your team.

[00:45:41] And like in that place,

[00:45:45] it just becomes fun and exciting.

[00:45:47] And like you were saying earlier, Louise,

[00:45:50] your business lights you up

[00:45:52] and there's no more of that dreading of going in.

[00:45:54] Am I gonna have to talk to these guys?

[00:45:57] Because I've been there before.

[00:45:58] I know what that's like

[00:45:58] and I also know what it's like to evolve that.

[00:46:01] And you know the best part is like,

[00:46:03] if it shows up, we now are aware of it

[00:46:06] and we know the path to make the decision

[00:46:08] and realign and continue to do it

[00:46:09] because it's gonna continue to happen, right?

[00:46:10] New situations are gonna happen.

[00:46:12] So thank you for allowing us to share your message

[00:46:15] with our content is profit community

[00:46:18] and hopefully we'll see a ton there

[00:46:20] and can't wait.

[00:46:21] So awesome this opportunity that you're bringing to us, Katie.

[00:46:24] Appreciate it.

[00:46:25] Fonsi, is there anything else you wanna share with us?

[00:46:28] No, just thank you.

[00:46:29] Go watch that last was pretty awesome.

[00:46:30] You know, really good messages.

[00:46:33] And of course go and join Katie on her journey.

[00:46:37] She's absolutely amazing.

[00:46:38] Thank you, Katie.

[00:46:39] Guys link right below.

[00:46:40] With that said,

[00:46:41] Thank you guys.

[00:46:42] Thank you so much for tuning into the content is profit podcast.

[00:46:44] Go ahead and follow the show

[00:46:45] in your favorite podcasting platform

[00:46:47] and on social media at Beats Brosco.

[00:46:49] That is random.

[00:46:50] Katie here.

[00:46:50] Hope you move one step closer towards your goal.

[00:46:53] Please don't forget to share this message

[00:46:54] and leave a five star review.

[00:46:57] See ya.

[00:46:58] Bye guys.