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Lisa Nichols

Shoulders Of Titans Interview with Lisa Nichols

Dan: Welcome to another episode of Shoulders of Titans. This is Dan Lok and today I have the privilege of introducing you to another successful entrepreneur, world renowned speaker, 6 times New York Times bestselling author. Someone who has helped millions of people worldwide to breakthrough and discover their own untapped talent and infinite potential. Lisa welcome to the show.

Lisa: Thank you so much Dan I’m so excited to be with you.

Dan: Now, Lisa I think a lot of my audience, they must have heard of you, they’ve read your book, we know where you are today but part of the reason why I have so much respect for your work and why I love you so much, is where you came from. So share with us maybe a little bit about your background for those who don’t know you

Lisa: Well, my background. I’m a self-made entrepreneur.  I’ve been running my company for a little over 20 years now but prior to that, I am what you would call a late bloomer. I tell people and this is really the truth.  I figured out what I wanted to be when I grew up when I was 28 years old. So I tried a lot you know, I come from and I say this not a sorrow or victim, it’s just my story. And it just kind of shows you can do anything with what you have. I grew up in South Central Los Angeles. I had 3 flights a week to get home from school. I lived between 2 gangs and my highest grade all through school was a C plus. I found out in my mid twenty’s that I was functionally dyslexic which was why I struggled so much in school but I didn’t know why I was in school that I was.

I was one of those young adults where I had a lot of potential I just didn’t know how to channel my energy. So it was one of those things where I sparked when I touched projects but I didn’t know the thing that I was really passionate about or the thing that I was really, really good at for a long term so, I sat inside a confusion for a while. And I think that the one thing that was really frustrating about the confusion was, I knew that I was talented I knew that I have that thing I heard everyone said to me “she’s got potential”, and potential Dan to me was like one day in the future she’s going to be somebody but right now she’s just a hot mess. So it took a while for me to discover what was I particularly masterful at, what was my purpose, what made my heart sing, what brought me joy and while I was searching for that, I unexpectedly got pregnant with my son Jelani and became a single mom.

That was a pivotal place that felt like rock bottom, I ended up having to get on government assistance and food stamps in order to provide for him even though I had a job the job couldn’t provide for both he and I. So I just kind of hit a pivotal place in my life when I was 29, 30 that basically said are you willing to live the rest of your life like this. You know robbing Peter to pay Paul. One week I have feast and next week I have famine – inconsistency. I say often I was broken broken and so I really have this series of years 10, 15 years in my early twenty’s in my twenty’s actually I should say all my twenty’s, where I was on a path to just trying to land at Lisa. I wasn’t trying to land at prosperity. I wasn’t trying to land at building a business, not like a lot of the brilliant young entrepreneurs like you that I run into now, I wasn’t there. I was simply trying to find my oxygen.

Dan: Trying to survive.

Lisa: I was in survival mode and Dan I was in the space where I said I’m not willing to live the rest of my life like this. So I wasn’t just for surviving, I needed to save myself from myself. So that’s kind of my origin, so I tell people when they say what inspires you; well somewhere along the line after I got into action, all of a sudden creativity prosperity and possibility inspired me.  I wanted to be a change agent on the planet, I wanted to make the dash between my birthday and my transition day, I wanted to make that dash mean something, I want to make the dash dance.

Somewhere along the line that became my driving force but that wasn’t initially my driving force, Dan. When you asked tell me where you come from Lisa, tell me what you know how you were your younger years I have to be totally transparent with you and say initially Dan, I wasn’t running toward making a difference in the world, I wasn’t running towards living my purpose, I was simply trying to out run being broke and broken.

Dan: I see because I think most people will go through stages in life including myself and I think first is like survival and it goes from survival to security, and then it goes from security to success and then from success to significance. Its only when we have to like put the analogy of the oxygen mask on ourselves, save ourselves before trying to save the world. Now, from there Lisa so from where you were struggling financially to where you are today and over the years you’ve coached so many people millions of people. Why do you think most people don’t experience abundance in their lives?

Lisa: Most people think it’s because they don’t do the right action steps, but I believe that there’s something that precedes that. Their belief system that they have won’t allow them to choose to give themselves permission to have abundance. Their belief system says that struggle is my norm, their belief system says that making money has to be hard, their belief system says that I’m unlovable, their belief system says that suffering is sexy. And so their belief system, their actions will always reflect their belief system but since we only see actions people only measure actions like why won’t I get up earlier why don’t I. So when they ask coaches like myself or you questions, they’re asking you questions about their actions when in fact, they need to be committed and to ask questions how do I shift my belief system around money, how do I shift my belief system around relationships, how do I shift my belief system around health and wellness.

So abundance is a 360 experience it’s not just about the balance in your bank account or the toys in your driveway. Abundance is about the quality of the relationships around you. Most people who are not in healthy relationships are not in fulfilling relationships they’re not in it based on what they’re doing they’re not unhealthy relations based on what they think and what they believe about themselves. And so when you ask me why won’t most people achieve it,  is because they haven’t given themselves permission to have it because they’re still operating in 2018 with a 1995 belief system or even worse a 1965 belief system, that they didn’t even create they were born into it, they were born into it culturally, they were born into it gender wise, they were born into it economically, they’re born into it spiritually, religious wise. So they adopted belief systems that the people around them in their family and community had, and never challenged the belief system or they develop some unhealthy belief systems themselves.

Dan: And one of the quotes I love that you said is “the distance between you and everything you need and want is your language”. So you’re saying that part of the belief system I guess is made up of emotions and words, is that right?

Lisa: Absolutely, so your life is a physical manifestation of the conversation going on in your head and crossing your lips. It’s very simple and we want to make it complicated so that we don’t have to be responsible for change.

Dan: And then think about 50 other things, right?

Lisa: Exactly, we love to make it complicated because then we don’t have to be responsible for doing anything about it. But it’s very simple that the life that you live right now is a result of all your choices whether you’re living the life you love, the life you want, the life you admire or the life you hate, regret you know and want to run away from. Either way, your life is a result of small choices it’s not one big choice it’s a bunch of small choices. Your choices come from the things you think and the things you say, so your thoughts and your words create choices, choices create life experience.

Dan: Then how can someone be more conscious of that.  Are you saying that okay I shouldn’t be so negative or I should kind of maybe change my quotable vocabulary my language what I say to myself, what I say to others like how could someone stop making that shift?

Lisa: I wish it were that easy, Dan. If it was that easy everyone would be doing it. Let me tell you why most people won’t shift their mindset, why people won’t step into abundance and I’m not saying this to be negative, I’m saying this is because the truth the sexy and the truth is fair and the truth is the way you show love. And sometimes the truth does not come served with warm cookies and milk. So the reason why most people won’t step into abundance or do that mind shift that you just asked me about how do they do it. Is because in order to do it now and I’m not declaring that if you hear my voice you’re not going to do it, I absolutely invite you to do it, I’m simply sharing with you why most won’t, but definitely take it on and run with it. Because in order for you to truly have transformation in your life experience, in order for you to truly assess and shift your mental conversation, you have to first acknowledge that toxic conversation you’re currently living in.

Now, I was just saying this yesterday. Yesterday I had the pleasure of watching myself on the Dr. Phil show. I partnered with Dr. Phil and yesterday the show aired and I had a viewing party and afterwards the 30 people that were in my office we were asking questions and one of the things that I said to the students in my office yesterday was, the reason why people don’t get to possibility is because first you have to confront pain. Now what I mean by that is you said you just asked how do you shift your thinking to positive thinking. Well first you have to confront the truth of what you’re currently feeding yourself mentally you don’t just rush by it you just don’t mention the moment you’ve got to really look at it, analyze it, you’ve got to dissect it, you’ve got own it, you’ve got kill it back into its layers. And then the next step is you go into what it’s cost you to think this way. So you know I do transformational workshops and I tell people all the time I’m coming for your breakthrough.

Now your breakthrough sometimes comes served with you know some cayenne and pepper because the first thing we’re going to do is we’re going to find every place in your life that’s a pain point and then we’re going to find out how did you get there because if we don’t analyze how you got here you’re going to be like a rubber band you’re going to keep sling shoting back to that same place because we didn’t put a label on the behavior. When we put a label on the behavior that this behavior equals this outcome and I don’t want this outcome the more we polarize the spotlight on the more it can’t hide behind excuses, it can’t hide behind overwhelm, it can’t hide behind being lonely, it can’t hide behind your family that supports you, it can hide behind you know whatever sexy story we give it, the more we shine a light on it the less it’s able to hide behind those things that it’s been successful hiding behind in the years previous.

So when you look at your mindset, I have an exercise that I have my students do, I’ve been doing this exercise for probably now about 11 years, and having my students do it for probably about 9 and when I tell you it had transformed more internal conversations, it has healed more relationships and it has gotten more people up off the couch, up off the blame game into the life they love. And I call it exposing the lies and in this exercise it’s called exposing the lies, you get about 6 sheets of blank paper or lined paper you get a pencil and you get a red pen and you initially take the pencil and you have 4 categories; money, relationships, health and wellness and spirituality. And in those 4 categories you take 1 category at a time, and you write with a pencil the lies you think in that area. So around finance and money what are the lies that you think around money, you write down with a pencil money is hard to make, and then you skip four lines and then you write your next line money is the root of all evil, whatever it is for you.

Dan: Or rich people are bad.

Lisa: Exactly, that was one of mine.

Dan: Oh, that was one of yours.

Lisa: Is that one of yours.

Dan: Oh, yes.

Lisa: Yeah, that was one of mine. That’s so funny that was actually one of mine, rich people are bad and rich people are selfish. I had a whole list up, I had a whole list of things about rich people, rich people are not spiritual, rich people’s families are dysfunctional.

Dan: Workaholics they don’t love their family and all of that, right?

Lisa: Exactly, money separates people. So you write all these lies but between every lie you skip four lines. And then you go to your next category, what are your lies about you know relationships. You know for me one of my lies was I can never be as successful as I am and in a long term relationship. Another lie is you know men want to date me because they’ll compare themselves to me, Another lie is you know I can’t get in a long term relationship because I’m always travelling. Another lie is. You know we all got lies so you dump the lies expose the lies because in the light the lies have less power it’s in the darkness that your lies have a lot of power.

So now you’ve written 6 pages, 7 pages, 8 pages and oh by the way, the bigger you play in the world the more lies you have oh by the way. You know so people sitting on the couch every day watch and you know Bridezilla or watching you know housewives of somebody they don’t have a lot of lies because they’re not up to a whole lot in life. So no judgment to that, just know that if someone has two pages of lies and you have 10 pages of lies, don’t think that you have more issues because your worse, think you have more lies because you’re playing bigger in the world.

Dan: Make sense.

Lisa: So once you’ve exposed the lies, now this is critical.  You sit with the lie and you read the lie out so you understand my God look at all the junk I’m climbing over, look at all the junk I have to rise above every day to reach the next best version of myself, look at the junk that’s in its way, right. And so own that. Own it this is why most people won’t do it, Dan. Because no one wants to do that.

Dan: It’s painful.

Lisa: Yeah, it’s painful man I was doing this one night on a red eye flight I’ve decide that I will expose the lies. I used to do it twice a year just so I can keep exposing my lies so I was playing big and I’m on the red eye flight and I’m doing it I’m crying and I’m gone man I still got this still here you know. And I’m doing it from my first book, my first solo book no matter what it gives you instructions in that book, and this woman was sitting across me she goes oh my God Is that book by Lisa Nichols and I said yes and she didn’t know it was me.

Dan: That was pretty funny.

Lisa: Yeah, It was a red eye flight it’s like you know 2 in the morning I have a baseball cap on. She’s like oh my God, I love her oh my God and I’m sitting there crying, like I’m crying doing this exercise she didn’t know I was crying and she was like is that her latest book I was like yes she’s like oh my God, she’s like do you mind if I read it when you’re done. I said I’m not going to be done. I said I’m doing some really intense work in this book, and it’s going to take a while because it’s heavy work and I’m working back but you can take a picture of the cover if you want and you can get it when you land if you like you know and she’s like ok thank you. But I was so into the work I wouldn’t jump out of it so you expose the lies in each area of your esteem, your body like I had so many lies about my body.

Dan: And by the way you look awesome now, you lost so much weight. I mean that’s a transformation right there.

Lisa: Right, that’s because I keep doing the work I live in the work.  I never only teach the work that would be crazy of me, I live in the work. And so you’re going to have 6 pages, 8 pages of all these lies written in pencil but you skip 4 lines in between each lie, now go back in with the red pen write the truth between every lie. Now Neuro-Linguistic Programming the management of the brain – the red is power focus the reds is going to pop out at you while the pencil is going to be more dull. So the lie is more dull and the truth pops out. Now I didn’t say write the truth that you can believe, I simply said write the truth. Most people will get stuck here and they’ll go I don’t know what the truth is, but you know there is a truth because you identified this other part as a lie. So every lie has the truth. So you write the truth even if you’re not believing the truth yet so many times, Dan. I wrote the truth and I couldn’t believe it yet I just knew it was the truth and so it really is giving your mind. Because you asked the question how do you shift your mind, is giving your mind an option, because right now your mind doesn’t have an option it just got your lie, that’s all.

Dan: It’s almost like a new possibility.

Lisa: Oh my God it is, but you know what it is, Dan. Unlike any other time it’s getting to a new possibility in the most healthy organic realistic bite sized palatable way. So like for years we’ve been talking about, “Take a look a new possibility,” and we try to grab it and then we look up six months later we’re back that old thought, sixty days later we’re back in that old thought because we didn’t really walk to it in a comprehensive way. So this takes a lot longer, see how long it’s taking me to even tell you that.

Dan: I love it. With this we could end the interview right here, it’s awesome!

Lisa: Right

Dan: It’s great

Lisa: Well you asked me to tell you

Dan: I love it

Lisa: And I said I’m going to give you something that if you hung up right now, if you got off of this interview and you went and did this today, you will look up at the end of this exercise, you will know more, you’ll feel something different, you’ll have a tool in your hand. So let me walk you all the way to the end. So now you write the truth in red ink between each lie, and you write and you just sit with it. Now mind you this isn’t a fast exercise so don’t say I’m going to do this on my lunch break, I’m going to do this on commercial break of a show. This is when you say listen I’m going to give myself, you know, a couple of hours to do the work on me. And the first part when you’re writing the lies down in all four categories, you may want to get up, take a walk, shower you know get some air because you’re really backstroking in the mud, the mud of your mind. So you’re backstroking in the mud of your mind, you may want to feel like you want to clean off and then go do the truth and then you write the truth down.

Now once you write the truth you have the lie, the truth, the lie, the truth, the lie, the truth. Let me tell you the beauty of that. You’ve only had in all the years past lie, lie, lie, lie, lie, lie, lie, lie, lie, lie, lie. Now what you’ve done is you’ve done a pattern interrupt, you literally Neuro Linguistic Programming, you’ve done a pattern interrupt and now you’ve interrupted your lies with the truth. Lie, truth, lie, truth, lie, truth. Now because you did it in red ink, then you want to read five times. Five times, Dan. The lie, the truth, the lie, the truth. The lie, the truth, the lie, the truth.Walk away, get some water, read the lie, the truth. All 6 pages, all 8 pages. You really want to do this. It’s like an Olympic athlete and their coach says, “You need to run this 100 yard dash, you need to run these hurdles, you need to run this 220 yard dash, you need to run it nine times in order to get your form together.”

You’re not going to run it four times; you’re going to run in nine times. So your coach, right here because you’re an Olympian, I’m telling you read it five times. The lie, the truth, the lie, the truth, the lie, the truth. Now what happens, Dan, after that is when you’re grocery shopping or when you’re on a plane or when you’re taking a hike or when you’re in a business meeting or when you’re writing a sales plan or when you’re on stage and you have to make a pitch and you’ve got to sell you and you’re nervous or when you’ve got to make a sales call at your desk and you’re nervous and that lie pops up, if it was on that sheet of paper your mind is going to automatically see the truth in red ink afterwards. It’s juicy. Oh my God, it’s so juicy. And then once you’ve read the lie, the truth, the lie, the truth five times, then and only then do you pull out your eraser and you erase the lies.

Dan: Ohh, I like that. That’s why we need to use pencil.

Lisa: Boom, boom, boom.

Dan: So it’s basically we rewire the brain with a new belief system.

Lisa: But wait, neuro-linguistic programming, reprogramming your brain. You don’t just bounce to new possibility thinking, you’ve got to reprogram your brain. That’s like your car’s not working, the engine failed and then someone says, “Oh let’s just keep trying to turn ignition on,” and the mechanics say, “No, we need to rebuild your engine.” That’s what we’re doing, we’re rebuilding your mental engine and it’s a beautiful engine as is, we just need to clean it, we need to detoxify it, we need to give it more tools. It’s okay, it was okay back then but it’s not okay for now. We need to give it some more tools and so literally, we turbo boost your engine by interrupting your negative thoughts with a new belief system, a new truth, and then program you. And notice I didn’t say anything about removing your negative thought from your head, I didn’t even say that. I don’t know how to do that, that would be magical. I’m one of the most possibility thinking people on the planet, I still have my negative thoughts. The difference between me and the average person is that when I have my negative thought, I bounce back sooner, quicker, faster because I created a safety tool for myself.

Dan: I love it, that’s a very powerful exercise. I can also see why it’s helpful to at least do it once a year or once per six months, because it doesn’t matter where we are at as we climb higher up the ladder, as we get more success, we have different lies show up, right? “Oh my God, we don’t have too many employees. This is it, I hit a glass ceiling, I don’t know if I can expand anymore, right?” All of these thoughts, all these lies would come up and it’s very useful to use this tool, I could see that.

Lisa: Yeah, absolutely and what I love about this tool and this exercise is that it fits everyone, everywhere. I give the same exercise to senior vice president executives at Fortune 500 companies and they’re like, “Oh my God, I needed this twenty years ago.” Listen, and I give the same exercise at my team workshop, and seventeen year olds are like, “Oh my God, I needed this last week after my math test.”

Dan: That’s powerful. Now Lisa, I want to make sure I definitely want to get this question in because this is kind of like a personal question I would love to ask. What are your personal branding strategies? Because you’ve built such a successful company, of course it’s very personal branding driven but what’s your take on it and what are some of the things that you recommend to do for any entrepreneurs?

Lisa: I love this question because, this is the season where people are looking at building their brand and I get to share how I’ve done it. Number one, I’m going to give you seven things real fast.

Dan: Wow, thank you.

Lisa: So number one is to define your U.S.P. Define and be clear on your unique serving proposition, not selling proposition, your unique serving proposition. What’s your fingerprint? What’s your D.N.A? What’s your characteristic? What’s the unique experience that you offer? Doesn’t mean you’re doing something different than everyone else. You’re speaking, you’re inspiring, but how? What’s different about the way you do it? So my U.S.P. is that I get really intimate, I get really edgy so that’s what people can expect from me. I’m going to give you a cyber-hug all day long, I’m going to hug you, I’m going to hold you, I’m going to disrupt you, but that’s my U.S.P. So everything I do goes through that brand filter. Right?

Dan: Yes. I could see how this relates to you. I remember when I watched The Secret and I mean all the teachers are good, but you have your own unique selling proposition that you’re so different from everybody else. So it makes you very memorable for sure.

Lisa: Yes. And number two, don’t try to out-noise other people in your industry. And I normally don’t answer questions with a negative to don’t do something, but there’s no other way to say it that we’re in a noisy market so don’t try to out-noise other people. Don’t try to out e-mail them, don’t try to out video them, don’t try to do that. You’ll find the rhythm of the communication that feels good to the market you’re serving. That’s number two.

Dan: That’s kind of what works for you as well.

Lisa: Right and what works for your market. Bigger that what works for you is what works for your market because let me tell you, that my public sometimes the frequency that they want to be touched in, does not work for me because I don’t want to touch that often. But I’m more committed to what they need than to what I need and my commitment is to serve them.

And number three is to understand the scale of impact. So when you’re marketing or when you’re building your brand, there’s a scale of impact. So live has the highest impact, live. Video has the second level of impact, right? Picture content has the third level of impact and the fourth level of impact is just words. So first is live, second is video, third is pictures and content, and fourth is just words. So how that looks is can you do a live event or can you do Facebook live or YouTube live or Instagram live. Second is videos of course, promoting videos. Third is pictures with your post and then fourth is just an email or just a post. So understand the scale of impact and play inside those scales.

The fourth is to be interruptive. Be interruptive to your audience, be interruptive whether it be funny, whether it be inspirational, profound, giving them what I call care-frontation.

Dan: Oh I love it.

Lisa: Right, don’t give me confront.

Dan: Lisa, you’re such a wordsmith. I love these words.

Lisa: I know.

Dan: You’re so good, I love it.

Lisa: I’m a walking lexicon.

Dan: You are.

Lisa: So the fourth is to be interruptive or funny or inspirational or profound. Don’t just give me information, give it to me inside a context, give me an energy around it. Are you the guy who’s always going to be funny, and give me content, or are you the guy that’s going to be interruptive, or are you the guy that’s going to be inspirational, are you the woman who’s going to give me deep, rich, soulful, edgy, disruptive truth?

The fifth point is always live inside the 80/20 rule. If you’re going to offer anything, if you’re going to sell anything, if you’re going to point us to anything give me 80% content and value, and only 20% offer point and marketing.

Dan: Makes sense.

Lisa: Right? And when we don’t feel good, when we feel icky, it’s because someone gave us 80/20. They gave us 80% marketing, bragging, pointing at themselves, ego and 20% value.

Dan: True and the truth is you give so much value, people, they want to buy from you. They will be asking you, “Can I buy your offer? Which training do you have coming up next?”

Lisa: Absolutely.

Dan: Right? Makes sense.

Lisa: No, no, no. When you give great value, then all you do is get access. When you don’t give good value, you got a sell.

Dan: Yes, yes I love that.

Lisa: And then the sixth way is to lead with authenticity, transparency. Be willing to be vulnerable. If you’re totally comfortable with everything you say every time, you’re not playing big enough, you’re not risking enough, you’re not on the edge enough, you’re trying to stay safe. So be vulnerable, be transparent, be authentic.

And then the seventh and final, is before you open your mouth whether you open your mouth in a book, open your mouth on stage, open your mouth on Facebook, open your mouth in any other social medias, open your mouth at an event, open your mouth anywhere, and give people you, you want to answer the question, “What do I want them to feel when they finish hearing from me? How do I want them to feel? What do I want them to think?” If you answer that question before you do anything, then everything you do will lead to that experience and have more path. So these are the things that I did.

Dan: Wow. I need to re-listen to this part three or four times. It is so good, like my mind is thinking.

Lisa: Yeah!

Dan: Thinking about my clients, I mean this amazing. This is awesome. I was looking for one tip, but thank you so much. It’s like over-deliver, and that’s also a part of you as a brand.

Lisa: I did write the book Abundance now so I’m always giving you more that you expect.

Dan: Yeah, I love that book. I’ve read all your books I mean I read them multiple times.

Lisa: Thank you.

Dan: I actually I bought multiple copies and gave them to my students, my mentees. It’s one of those books. I mean people like us, teachers, we read many people’s books but I always find your work has so much more depth. It’s like a very nice bottle of wine, you can always go back and revisit you’ll find something more. It’s not like one of those books where you read once then you put it away and that’s part of why I’m a big fan of your work. Such a respect for what you do.

Lisa: I appreciate that, and I think what you also feel well you pick it up is you feel my sisterhood with you.

Dan: Oh yes, yes.

Lisa: You feel my sisterhood with you so, not only I pray are you getting content, but you also get community.

Dan: Yes, yes.

Lisa: You feel like we’re reading together.

Dan: And it’s very, “Yup, I’ve done that too. Yup, I feel that way too.” It’s like I’m nodding my head as I’m reading through the whole book.

Lisa: Yes, right. You’re like, “Oh, we’re the same tribe. Oh, we come from the same village.” And the number one negative experience that people have, is the experience of feeling lonely. And there are people who are in relationships, in households, in marriages, in companies and they’re around people but they’re not with anyone. So the greatest gift that you can give someone, while you build your brand, is the gift of connection. So when you tell me you read my book and you’re nodding with me, it makes my heart leap because I wrote the book so that we can be connected, so that you wouldn’t feel alone at that moment.

Dan: And this goes so much deeper. It’s not just a book, it could be your article or it could be your podcast, it could be your video, it could be your live event.

Lisa: Right. To be really clear and answer your question how do you build your brand, it has to be in all those things. It has to be. It can’t just live on one platform and not another. Treat your brand not like it’s a lane, but treat your brand like it’s a superhighway.

Dan: Makes sense. Now Lisa, for like our audience who want to go a bit deeper besides your books, what programs would you recommend entrepreneurs that you offer and recommend them to look into?

Lisa: I have a program that I created that when I finished creating it, I laid in my bed and I cried, and I cried tears of joy because I said, “If this program could represent my legacy, I’m okay.”

Dan: Wow.

Lisa: I feel like I’ve been impregnated with this content for years but, to be quite honest with you, I didn’t know if I can pull off pulling it all together felt like it was like this big, massive ball of fire in my soul. I prayed one November, and November’s always my prayer time, that I do what I supposed to do this year, what more can I do? Who else do I need to touch? And in my prayer time, it was downloaded, it’s time for you to create this. People have been asking me for years, “Help me inspire people the way you do,” and I don’t speak on stage, I’m not a stage speaker, but I do want to inspire you with my meetings, I want to inspire people in my home, in my church. I want to inspire people. And then of course I had speakers coming to say, “Help me hold my message,” but the biggest thing that would rattle my core is people would say, “Help me tell my story.”

Dan: Yes.

Lisa: And Dan, for years I didn’t have an answer for them and then they would follow it up with, “You tell such great stories and they’re masterful,” and so here I was confronted with, “Lisa I consider you to be the best at storytelling. Help me,” and my answer was always, “No,” and it wasn’t no I don’t want to, it was no I don’t know how. So in my prayer time about five years ago I asked the same question I ask every year, what should I be doing? The universe, God, Devine, whatever you want to call it, just downed on me and said, “Quit being lazy,” and I said, “Lazy?” I’m on the road over two hundred days out the year.

Dan: I’m not lazy, right? Hahaha.

Lisa: What do you mean lazy? And in my stillness because I got real still, I mean for days I just kept going in. What does that mean? What does that mean? And then I heard, “Quit making excuses.” I’m like, “What? I don’t make excuses,” and then it just got really, really narrow saying, “You don’t know how to teach people how to speak as powerfully as you, but it doesn’t mean you can’t learn how to teach them.” And when I tell you I was disrupted, I was disrupted. So I locked myself in my home office for seven days, and I put post it notes all around the walls and I just started writing what I did. I didn’t write what I said, but I’ll write what I did. So I started writing things like pregnant pause, verbal highlight, I go up and I go down and I whisper even. Then I write something else, I go in the valley and I bring them back out. Then I wrote something else, I open the back door but I’m making all these little phrases that no one else would understand this phrase, right? And I pick apart everything I did, Dan, and then I started describing what that was. Let me describe what that is, let me just describe and I look up I got probably about 26 of the wall post it notes, each one is a different technique or something that I’m doing.

I worked on this for months and months and months and months and months. At the end of the whole process, then I went and I videotaped them. At the end of the whole process we have a new program that has only really been in this format that it’s currently in, for less than a year and it’s called “Speak for Ultimate Impact and Profit”. And it’s really powerful and now what I’m saying is I’m seeing people on the other side of it, having taken the course. It’s video, it downloads into your computer, you can repeat it as much as you want, I give you homework to do, when you do the homework you’re writing your signature speech. I teach you how to offer with dignity and integrity from the stage, how to make a pitch. All this stuff that I didn’t even- I was just doing it.

Now I feel like I have a solution, I have an answer when people say, “Can you teach me how to tell my story?” Yes I can, get on our campus and pick up SUIP, that’s our nickname for it Speak for Ultimate Impact and Profit. When you get on our campus and you do that, and my students said to invite people who are considering getting in the program, it’s a home study course, look at each video a minimum of twice, ideally three times. That’s what my students have said, because I going into such detail level that it’s a repeat like you get it best when you repeat.

Dan: Yeah I mean out of all of the all the guests that have been on the show, I could tell you even what Lisa has shared with us, I can tell you what, if you’re a fan of my work. Myself, Dan Lok, right after this interview Lisa guess what I’m doing? I’m going to your website and I’m investing in your program.

Lisa: Amen, amen. Well you know.

Dan: Right after you’ll see an email coming in the location, I’m placing an order.

Lisa: Amen. I appreciate that, I’m excited about what you’re going to get Dan because what I know about you, and I have done my research on you too my friend, is that the world needs to hear more of you.

Dan: Thank you.

Lisa: And the world needs to hear more from you. They need to hear from you because of what you have on the inside of you and they need to hear more from you because of who you are and how you will be a part of that whole healing modality and financial freedom, image freedom, all of that, and so if I can which I hope and pray I can, if I can be a part of helping to take your message to the next level so that every time you open your mouth whether you’re speaking one on one, or one to many, that you are able to have an impact. The exact impact that you wanted and the only time the impact isn’t what you thought it would be is because it’s exceeded your expectations. That would be my prayer for you and what I love about you getting the program, is that one of the bonuses, I put a radical bonus in, was that you get a ticket to get to my special event. Every year it sells out, every year we have standing room only. Twice we’ve had the fire marshals called on us because we were a fire hazard. So we sell tickets, we fill up 75% of the room, everyone waits for it’s called “Speak and Write to Make Millions”. And when you get this program, I bonus you a three day ticket to that program so I’d love to have you there. Once you get the program and you see the date for Speak and Write to Make Millions which is the first weekend in May.

Dan: Yes

Lisa: If that weekend allows you to come, please come so that I can run you up on stage and show the world to you so they can see us hold hands and help build your brand and share this beautiful, probably a slightly unique audience to you and you with them. So I love that part because it gives us an excuse to get belly to belly, heart to heart, soul to soul and share a hug.

Dan: The first thing when I see you I’ll give you a big hug, that’s the first thing that I would do.

Lisa: I love that. If you decide to come in May, call my staff and let them know, because I’ll give you a free pass, well you’ll get a free pass to my 3-day live with the program but then I’d love for you to be my special V.I.P guest and I upgrade to to V.I.P myself so that you can do some of the behind the scenes stuff with us and yeah just kind of pour into you and who you are.

Dan: Thank you, I appreciate that and I want you to see just that’s what makes something successful. Truly it’s being generous, collaboration not competition. That’s how it is like successful people, we want to help each other, we want to support each other. Lisa doesn’t have to offer that to me but she’s nice enough, she’s generous enough and that’s how this works and I hope that you get something out of it. It’s not just of buying a program, no like I invest in myself. It doesn’t matter. You learn from someone who’s a master at what they do. Now, I want to make sure they get a domain name if my audience, they want to get this program, the best way to do that I guess is to go to MotivatingTheMasses.com, right?

Lisa: Absolutely, if they go to MotivatingTheMasses.com the program is Speak for Ultimate Success and Profit. So they go to programs and they just select Speak for Ultimate Impact and Profit.

Dan: Perfect, and by the way if you are getting the program, I’ll definitely be attending the main event and also hopefully to meet you in person. If you do see me in the audience, on the stage, make sure you grab me and just shake my hand, give me a hug, I would love to meet you in person as well.

Lisa: Well and I can go a step further than that that I’m going to have you stand up and then I’m going to have anyone who’s in your tribe stand up so that you can see them all and they can all see you.

Dan: Oh, perfect

Lisa: And we can celebrate you and them like absolutely. And to your acknowledgment, thank you for acknowledging that my intent to give and to pour into you but let me tell you why I chose to go that next step. Because you reached out to me as someone who’s chosen to learn from me and what I know is that my life has been transformed because of the generosity of others who I was reaching out to and so when we’ve been blessed, when we’ve gotten gifts, all we do is turn around and from our overflow we serve others and so I appreciate your acknowledgement and this is what I’m supposed to do and I say suppose not from a rule or regulation but this is humanity, this is society, this is village, this is a tribe, this is community, like you and I are in the same community. You know what I’m saying?

Dan: Yes

Lisa: So I appreciate your acknowledgement and, you know, this is what I’m supposed to do. You’ve chosen me as a coach/big sister/soul sister and my job is to find every way possible to hug, wrap and help you feel safe while you take big leaps.

Dan: I appreciate that. I appreciate you, Lisa, and thank you so much for just inspiring us today with your story and the tool that you’ve given us and thoughts and ideas. I mean, I love you. Thank you so much and my audience will definitely appreciate it.

Lisa: I love you too. Yeah, let’s find excuses to play together and call it work so definitely don’t hesitate to reach out to us. I always say we try to find a way to say yes every single time. We don’t ask if, we ask how?

Dan: Thank you, thank you so much.

Lisa: You’re welcome, you’re welcome.

Dan: Perfect, thank you Lisa. I appreciate it. Definitely I look forward to seeing the event. So that’s a wrap.

Lisa: Where are you based?

Dan: Yeah, I’m in Vancouver.

Lisa: In Vancouver?

Dan: Mm-hm

Lisa: Oh good, you’re not far. You’re half a simple jump away.

Dan: Yeah, not far at all.

Lisa: There’ll be people at Speak and Write from 26 different countries.

Dan: Oh wow.

Lisa: Oh yeah, it’s huge. They come over from England, they come from South Africa, they come from where else?

Dan: Also I wonder how can I also help you promote this to my list and to my Facebook just to my tribe, not beyond it, just my podcast.

Lisa: I would love that we partner with five super affiliates per event and it’s so funny you have to divine timing because we have a list of affiliates that have been kind of in the queue to partner with us and I just hope Kent, our marketing director, I don’t want to just choose people based on the fact that we worked with them before, I want to choose people who are an absolutely right fir. So how about I’m going to give Kent your information

Dan: Perfect

Lisa: And expect a call from him next week

Dan: Okay

Lisa: And have a conversation about what does it mean to be a super affiliate. Obviously there is a win win on both sides. You make a rep share, and we represent a partnership, we do spotlight our super affiliates in a different way which is always great for brand alignment.

Dan: Yes

Lisa: Which is why I want to make sure, and I asked him, let’s make sure our affiliates are a right fit so that I can really feel great about the alignment.

Dan: Correct, that’s perfect as I have such a big audience because, you know, I serve a lot of coaches, consultants and so many of them come to me for like speaking and writing but it’s not what I want to teach, it’s what I do but it’s not what I want to teach so this is like a perfect fit. And I need someone that is not, “Oh, I’ll just promote someone,” and stuff. No, no I need to promote someone who I learned from.

Lisa: Right, right, right. Well when you do that, you’re not even promoting. You’re just talking about it.

Dan: Yeah and I’m more than happy to promote it because it’s who I learn from, who I look up to. You want to learn to speak and write? Learn from this one, she’s the one.

Lisa: And what I love to do it I love to partner with people who are doing good things that add another revenue stream to their business. There’s nothing wrong with that. And we’re a pretty strong partner, you know? I mean I sent one of my affiliate partners a cheque once and they called me back and they said, “Because we love you, we want to let you know that you transposed the number on the cheque. It says 53, we think you meant 35,” and I said, “No, I meant 53. Go out to dinner.” And because of that, I want to be selective on who I do that to. There’s energy going in their direction, you know what I mean?

Dan: You should, you should. I told you we’re on the same page.

Lisa: Yeah I will definitely have Kent reach out to you next week. Expect a call from him or e-mail, Kent Martin.

Dan: You got it.

Lisa: If you would prioritize connecting with him and then just kind of go down the list because we do like to do things early and in order so that it feels good and it’s a natural flow to your audience.

Dan: Perfect and then I have a student of mine, this is asking for one of my students, he’s a big fan of your work. He runs a company that helps people to trim up their brand and I’m wondering if like for your event, are you looking for sponsors or things like a booth? I don’t know if that’s what you do.

Lisa: Wait, oh my God. Are you peaking in my office?

Dan: I don’t know, Lisa. I have a hidden camera!

Lisa: Dan, let me tell you how this is actually eerie. I just had my sales manager walk in the office, Narell, how many minutes before this interview were we talking about booth sponsors?

Narell: Four minutes

Lisa: Four minutes before, we had our first meeting because we have a lot of people asking to be sponsors and I said I don’t want to crowd the space, I want sponsors that are in alignment, that are a natural endorsement because what we do at our events is we actually have a drawing, a game, for people who visit booths. It’s almost like they do bingo but you have to visit the booth and you have to per what they offer. So then it’s just a match and this event will have about 575 people live in the room and online it’ll have about 895 to 1200 online and the spot in the booth sponsors, they actually go online and they talk to people online as well so they reach everyone. So collectively they’ll reach nearly 2000 people at our event.

Dan: Oh wow.

Lisa: Yeah, and so I don’t like a crowded space. I don’t like it looking like it’s a hodge podge slot meat, it has to be brand relevant, it has to be an extension, we don’t do a lot of competing brands, so you’re not going to have 5 people there doing the same thing and so we are very strategic about it. We literally just had this conversation four minutes, we finished it, four minutes. So not only for your friends are you at the front of the line but inside the conversation that you speak with Kent, you can also tell Kent that your friend would like to be considered and what does that look like, so yeah.

Dan: Perfect. It’s meant to be, what can I say?

Lisa: You’re right. That’s almost eerie, that second request was almost eerie.

Dan: That’s amazing. That’s awesome. I’ll tell my friend so definitely. When I get the email, we’ll set up a time to talk for sure.

Lisa: Absolutely. We’d be happy to do that.

Dan: It would be great. Then I could attend the meeting with my student as well.

Lisa: Absolutely and I think you might have more than one.

Dan: Definitely more than one. When I go to an event I bring like 10 people. Just my inner circle.

Lisa: Right, and let me tell you what I’ve done and what I’ve recommended for some of my other students who have their own tribe and their tribe comes onto the campus. What you might want to consider is inside your room, you may want to get a little larger suite or do it in the restaurant area but for every student that registers we’ll, as an affiliate partner, we’ll know who registered through your link. We can share with you who registered through your link, you can send them out an invite to join you for dinner, Dutch dinner so Dutch dinner networking, and that way you actually do something to up level the brand loyalty to you within our event.

Dan: I love it. Then also we can kind of discuss and mastermind what we learned that day.

Lisa: Absolutely, and then what we’ll do is we’ll explain to you what’s happening on what evening so that your time doesn’t conflict and your students don’t have to choose. We’ll take away the choice so that’s what I did to build my brand, I would tell my tribe to go to this event and we’ll both be there together and then we’ll have a little mini something at the end.

Dan: Oh, love it.

Lisa: It works really well. A number of my students have done it and it just took them to the next level because it also has you learning beside your student which makes them more loyal to you because every student wants to know that their teacher is still learning.

Dan: 100%, I totally agree. That’s why I love attending events with them. It’s not like oh, I know everything. It’s never like that. I’m taking notes, usually I’m awfully quiet because I’m just learning, right?

Lisa: Right, right, right. Absolutely. So I’d be happy to do that and I’ll give Kent the information so he can follow up with you immediately.

Dan: In case he e-mails me but if he needs to reach out on Skype or even my cellphone he can just reach out to me as well.

Lisa: Okay, sounds wonderful. I’ll give him all the information.

Dan: Perfect, perfect.

Lisa: Expect him to reach out to you early next week.

Dan: Definitely, because we want to start promoting the program the earlier the better. Also New Year is a good time generally.

Lisa: Yes

Dan: A lot of promotion going on. Perfect.

Lisa: Yeah, and just so you know and you can say this to them, you can even say Lisa told me to tell you this or not. The Speak for Ultimate Impact and Profit is 497, the fee to come to speak and write to make millions is 597.

Dan: Yes

Lisa: When you get Speak for Ultimate Impact and Profit, you get a free ticket to speak and write to make millions. Do the maths.

Dan: Oh wow.

Lisa: Do the math.

Dan: No brainer, right? Irresistible offer right there.

Lisa: Do the math.

Dan: I love it.

Lisa: Do the maths. The majority of people there will just pay for a ticket, come to speak and write and then when they’re at speak and write, they’ll learn about Speak for Ultimate Impact and Profit because they don’t know about it yet. They’re coming to the live event. Then we tell them about it, then they buy it and they come to the next one because we’ve been doing this, this is our 11th speak and write to make millions, we graduated nearly 5300 people. You not only have me in your computer study it because at the event, I’m going to reference some of those techniques and you’re not at the beginning place.

Dan: That’s good, I think that’s what I recommend doing because they get the program, they get access to materials online and then they learn the basics first. They’re not going to get it all, I’m not going to get it all anyway. At the live event again, they get the details to learning. Perfect.

Lisa: Yeah, it’s pretty needy, the content that I give you in the home study course is pretty needy which is why you want to-

Dan: And at that price it’s so inexpensive.

Lisa: Let me tell you something, we sold it for 18 months, 2 years? We sold it for 18 months for 2000 dollars

Dan: I think you should put it at 2000, for sure.

Lisa: Yeah, absolutely. We sold it for 2000 dollars, it hit the ball out the park, sold hundreds and hundreds and hundreds of them for 2000 dollars and then I had a meeting with my team, we talked about it and Kent, the guy that you’re going to talk to, he said, “Lisa, let’s really stand in a big way for serving the masses and let’s give more people access to it,” and literally with a big gulp he said, “Are you willing to go from 2000 to 497?” I was like, “What?!” He said, “Let’s just trust it,” so I trusted him and I was like, “Okay, lets just go.” So we just did a bold move, haven’t regretted it, it didn’t impact our bottom line because where we would sell 850 at 2000 dollars, we sold 5000 at 497.

Dan: 4-5 times more, makes sense.

Lisa: We were able to serve more people.

Dan: And you have a bigger event too so the whole thing makes sense.

Lisa: We served more people and initially we weren’t giving away a free ticket. They just got that and they bought it and it was fine and they felt fulfilled and then we said let’s help them because I like to go from online to live. Let me get to know you, let me court you, let me learn from you and then make it easy for me to connect with you. Okay, well 399 is the best price in town.

Dan: Perfect. Well I’m so glad we connected, I’m so glad that things just kind of work, it’s perfect. I think it’s great. I think it’s the beginning of a great relationship.

Lisa: I’m looking forward to that, Dan. Thank you so much for being committed to doing the interview and reschedule it and make it all happen. I will let Kent know and I look forward to serving you and seeing you.

Dan: Thank you so much. I look forward to meeting you in person.

Lisa: And I as well. Take care.

Dan: Take care.

Lisa: Bye bye.