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Intro: Welcome to the Smart Energized Entrepreneurs Podcast with JP Stonestreet, episode #7.
JP: You are going to love this episode of the Smart Energized Entrepreneurs Podcast with Cleo Caban. He is full of energy and excitement and enthusiasm and I could not help but smile the entire time this podcast interview was going on. So, I am just going to get right to it. Let’s welcome Cleo Caban.
Welcome Cleo to the Smart Energized Entrepreneurs Podcast, how are you doing today?
Cleo: First and foremost JP, I am amazing, but thank you so much for inviting me on this show, it is very, very much appreciato.
JP: You are very welcome. I am glad that you are able to make it.
Cleo: Well, it’s kind of snowing here in wonderful New York City. We have a little blistering cold, so while it’s outside and blistering, we are going to create a wonderful heated up conversation to keep the mood temperature rolling.
JP: Sounds great. All right let’s start by telling us a little bit about yourself and who you are?
Cleo: I love that. It’s a good-looking question. So, the idea is – I, Cleo Caban, am a former veteran of the United States Army. I did three years active duty as a counter intelligence special agent, I did contracting work in the Middle East to include Iraq, Afghanistan, and a few other wonderful places that I care not to mention and the idea is this – I left that to move forward into the entrepreneurial role of a podcaster and the title of the show is called Beauty, Fashion & War so I know we are launching in a couple of weeks, February 3, 2014, and we are holding to perhaps shed some light on the idea that everyone has their struggles, their moments of lapse and we are interesting in growing that audience to assure with people a mindset can be shifted to the positive based on, not just the way they look, but how they feel as well.
JP: That’s really great and thank you so much for your service.
Cleo: I appreciate that my friend, very much sir.
JP: Welcome back and now you are joining the ranks of entrepreneurs.
Cleo: I am, it’s beautiful being an entrepreneur is that you have that idea and we all have it where we want to be entrepreneurs, but we have to develop those skill sets needed to create that reality and I did a little pay-per-call, The Transition and The Transition was all about the idea of perpetual motion about creating activities in the NAM and then also creating what’s called an MPA, Making Positive Assumptions followed by keeping things simple and that’s put into small stuffs.
JP: Yes, that’s good advice. So, tell us a little bit more about your podcast that you are doing. You mentioned that when we met at the New Media Expo in Las Vegas and I understand you had a kind of a big name already.
Cleo: The name as it stands right now is growing. I look at my mentors like John Lee Dumas, Entrepreneur on Fire, and I think about the idea about engaging the audience regarding social media and it is extraordinary and the idea about growing that base, those relationships truly are amazing and meeting you there as well, having the ability to actually force that connection so we can have a conversation today and with Beauty, Fashion & War the idea spawned from going through very interesting experiences overseas and seeing people go through those states where they are going through hard times anything from the ied to fallen comrades and the thing is people leave that and they often have what’s called either PTSD or they are just going through the actual motion psychologically and then I thought about the people here in America who can’t relate on that level, but are going through some sort of struggle internally based on self-confidence the way they feel about themselves regarding hair fashion and have a degree in International Business Minor and Marketing and I wanted to bridge the two together and I thought about creating something of value for the mass audiences not just in America but across the world to help foster a deeper conversation that stems from going above the superficial of “Oh my God, did you get a freaking killer deal, I love that outfit, it’s so amazing, what did you get that from” to how do that outfit make you feel at the end of the day and the person that helps you dress that way, what is their mindset behind getting to the way you have to be? I had a conversation recently with a guy named Marco Santini and it was a great interview because he has like 20 years experience, high in passion in ION Studios in SoHo, New York, really like top A list celebrity kind of guy and he was just down to earth and the conversation we had was just powerful, now asking questions about his life, where he is from; he is actually from Italy, was in the military prior to doing that, computer and mathematics was his actual passion before getting into styling hair and then I asked a powerful question about his recent family; he actually has a newborn child, may be couple of years ago and he said that he learned one thing by having a child that was compassion and that having women that come forward to have like cancer and being able to talk them through the idea that having a wig is not the way to go but reflecting on the experience and just going au natural, he is able to be their not so much psychological partner and that he is able to be there for them in a way of a friendship that’s more of in-depth versus just the usual conversation about how is your day going yada-yada-yada. So, it’s been a huge experience and I am loving every single minute of it.
JP: Yes, I know what you mean, it’s so much fun that I just started doing this podcast, I don’t know, may be two months ago now and I just enjoy talking to people so much and hearing stories like yours and how powerful it is and inspirational because you obviously went through a lot and I can’t imagine, I have never been in the armed services, I can’t imagine what you had to go through over there in those countries, I have watched movies and TV shows, so I kind of have an idea, but I can’t really relate to it because I wasn’t there and the fact that you have come back and you are using that experience to help other people is really commendable.
Cleo: I appreciate that, thank you so much JP. Question – are you a married man?
JP: No, not anymore.
Cleo: Oh, so you have been through war and back and survived.
JP: Yes, I guess that’s a way of putting it.
Cleo: It’s interesting that we all have our own way of going about life and each experience has it’s own depth and I rarely ever want to put myself into position where I think of myself as being better or having a position of having any grandeur experience because everyone has that battle, those experiences and the only things that separates those that are extraordinary is their ability to cope, adapt, and push pass especially as an entrepreneur moving forward in life, having the mindset where my mantra actually is very simple, the only impossibilities that exist are the ones we acknowledge and you and I both know that going forward and even be getting this podcast, the entrepreneurial spirit to go out there and create something of value is like “Oh I need a platform, a website, the technology, the design,” and the epiphany is that we are so structured JP to have this mindset of perfection and it’s viable, I was enviable to realize that “good and done is better than perfect and broke,” you feel me?
JP: Yes, I tell people that all the time. I had a conversation yesterday with someone about that very thing about the desire to be perfect is delaying the launch and at some point, you just have to say it’s good enough. Microsoft, look how big Microsoft is, they are nearly in every computer that’s a not a Mac and around the world and I still have issues, there are still bugs, they were already in most computers and we were still getting the blue screen of death for 10 years. So, you don’t have to be perfect to be an entrepreneur to be launched to start generating revenue, but you do have to be launched if you ever want to be a successful entrepreneur and I tell people that all the time “done is far better than perfect.”
Cleo: I think back at the story of Donald Trump when he is sitting there in the A’s and he is at the bank and they are asking him “Listen, you have to give up your assets because you are almost bankrupt, you have to start selling your stuff.” He was like “No, no, no, no, I need the jet plane, I need the comforts I have because it’s my lifestyle, I have to maintain that” and we think about the success he has now and we forget that he had a go through a struggle and I think the level of struggle and pain is a direct reflection on the amount of progress and achievement and so many people don’t understand that you have to go through life in order to experience the grandeur part of it and so Jim Rohn said best. He said “Don’t ask for things to be easy, ask for better skills” and nothing is more beautiful than moving forward in life, having the achievement of knowing that I pushed pass the obstacle and now I am here on a conversation with JP Stonestreet engaging in a casual conversation about success.
JP: Yes, it is. There are so many lessons to be learned around that. One of the quotes I like, I think it’s T. Harv Eker who said that “People who are willing to do things that are hard will live a life that’s easy and people that want to do things that are easy will live a life that’s hard.” If you think about that philosophically, really it’s so true and it’s unfortunately most people just want to do things that are easy and as a result their life is really hard and then they blame everybody else for it. You want everybody else to help them and you got to take responsibility for your own actions and you can make your life easy if you are willing to do what’s hard.
Cleo: That resonates, I just saw Lone Survivor; did you catch it yet?
JP: No, I haven’t seen it, I have seen previews, haven’t seen it though.
Cleo: The idea is simple, I don’t want to ruin it for the audience, but the idea is simple, you are faced with the option – and this case was called “neutralize a target” that they would compromise their position and they had to either say “We are going to let these three people go or we are going to make them go away.” So, for them they had to make a choice and the choice was do we stand by more ethic or do we just take the easy way out and they chose to move forward and they chose the hard road and sometimes in life making the choice of going the high road is not going to be easy and I think most people have to grow up and realize that although you are pursuing something that’s going to be your authentic self that’s creating the sensation like “Oh my God I can’t wait to wake up and do this,” there are going to be those moments where you have to truly decide “Is this going to be what I am going to be pursuing?” – and if so, have the courage to be consistent and I think that’s what most people fail is that they have the shiny objects syndrome, they want to see this thing move forward and then a bump in the road and pop out the game.
JP: Yes, it completely throws them off and they gave up. A lot of people are just so close to success, they don’t even realize it, but until they have had it, they can’t see, you can’t see how close you are until you’ve already been there and sometimes it is really hard to keep going when you feel like you are pouring everything into it and you are not getting anywhere.
Cleo: I know, oh isn’t it one of those things that we wake up and you are just sitting, you are saying to yourself “These moments I am having, is it worth it?” I am constantly trying to figure out exactly at what point do you stop and say enough is enough, it’s not going anywhere. I have been involved with various multilevel marketing companies and I am sitting there like “People are making bank and I have nothing against it or for the industry because obviously it’s a multibillion dollar industry,” but I think at certain levels in business enterprise, you have to decide whether the perseverance is going to be worth it or you keep moving forward and say “I am going to stop this and pursue something else that’s going to achieve what I need” and in this case for me the Beauty, Fashion & War has helped me achieve because I am feeling that with more participation with more people saying to me “Wow I am getting so much out of this” and I haven’t even launched yet and I am like “Wow, this is resonating with me” and I think for the audience, especially for entrepreneurs, is seek to do something that resonates with your core first, don’t always attempt to please other people and expect what they want. You need polarity. If you don’t have people saying “Dude what are you doing, I heard that?” You don’t have people saying the vice versa like “Oh my God JP, you show rocks.” You don’t have that then you are doing something wrong. You are going to have polarity in that, the decision can’t be based on always wanting to be a people pleaser.
JP: Yes, it’s so funny because yesterday I was talking to someone who listens to my podcast and I asked her what she thought and she goes “Well, I really like the content, but to be honest it’s a little long” and I thought “perfect” because if everybody likes it, I am not doing something right and really what I told her that I listen to my podcasts, not mine but other people’s podcast in the car because I don’t have the patience to do it while I am sitting at my computer and I need to be able to be doing something else and if I am doing something else and I am not paying attention, of course while I am driving who knows what I am paying attention either, but then it makes a better use of time if you do it in the car.
Cleo: It’s very true and you know what I found to be so powerful, I was listening to one of the podcasts, Entrepreneur on Fire, was it Pat Flynn, one of those and it was so powerful, I did not know it existed. Did you know that there is an actual button where you can actually speed up the actual interview from 1, 1.5 to 2 like twice as fast?
JP: Yes, on the iPod.
JP: Yes, I have done that, yes. In fact, I recorded a radio interview for a radio station in New York a couple of weeks ago and I got the audio for it, it’s on my website and they have sped it up, it’s like 1.5 from what I normally speak, they cut out every pause, every space, and then they sped it up to 1.5 and I am like “I normally I don’t talk that fast.” Yes, you can speed it up on the iPod too that way you can listen to an hour long interview in like 40 to 45 minutes.
Cleo: Exactly, I love the idea about technology. Are you familiar with Tim Ferriss?
JP: Of course.
Cleo: I recently read The 4-Hour Workweek and it just amazes me how there is so much ability for us to automate so many things of life and the aspect, but more importantly actually for me is what do I need to be automated and how much am I willing to pay for that and a good friend of mine Antonio Centeno of Real Men Real Style talked about the idea a person has – if you are going to automate stuff, great, automate it, but first do it yourself and figure out how long it takes and how much it’s going to cost and then from there scale up and then having virtual assistance to create that value so you can actually leverage your time with other people, you are giving back to the circle of financial karma, but in this case you are freeing up so much time and I think that is extraordinarily huge for beginning entrepreneurs to do, so realize that when you first begin, it might be hard, right? You have so many things going on, so much limited time, the idea is this, carve out the time you can make towards your business and then figure out those tasks you can delegate to someone else and utilizing different services like Fiverr, I am a Fiverr addict, it is just extraordinary. You have Elance and all those other ones, but just creating that leverage is huge. Do you use any of those services yourself JP?
JP: Of course, yes. I use Fiverr, in fact I am doing a free promotion on my book right now and I use Fiverr, like to have somebody push it out to 15 websites to market it, I am going to use Fiverr for the guy that you recommended to do the podcast production and I have been in communication with him, in fact he will probably do this one.
Cleo: Outstanding. [inaudible] Morgan he is awesome. He knows what to do and he is very, very good at his craft, so a shout out to [inaudible] Morgan.
JP: I use Elance for lots of things. For bigger projects, I use Elance and I also have a local assistant that I am going to start using. I have been working with her for a while and I am actually going to start having her do some of my other administrative stuffs like posting my blog posts and you really do have to – as an entrepreneur, you can’t do everything yourself. I agree with you totally that in the beginning you do because you have to figure out how things work and then you have to build a document, the process that you want someone to follow and if you don’t know how to do it then you are not going to be able to tell them how to do it. So, in the beginning you kind of have to do it yourself, but then there comes a time where you have to let go of that and hire somebody, outsource it so that somebody else can do that and free up your time to do things that are more important like marketing and sales and growing your business.
Cleo: Exactly, exactly. I mean God gave us the ability to multitask; we gave women the ability to multitask. He gave us the option of looking at them and being inspired to say “wow” let me continue this, no I am kidding. I really appreciate that and I definitely like that ability to go out there in this and start creating value. Have you ever heard of those – they are not meet-ups, but they are like little spaces that are carved out in different cities we can go if you are an entrepreneur. You can actually go to these little – basically they are like offices set up for entrepreneurs to go to where they can actually sit there, get work done, be in an office environment and share the same entrepreneurial energy, do you have that where you are?
JP: Yes, we have several of those here in Denver. One of them is called Innovation Pavilion, we have a place called Uncubed downtown, Galvanize, they all have varying levels of free and fee workspace. I think it depends on how much investing they do, but they are either called an accelerator or an incubator and so, Denver is a real hotbed for startups. In fact, I just read an article this morning about all the startups where in the Denver Metro alone last year, 72 startups were sold for over 1.1 billion dollars total.
JP: So, Denver is a hotbed for startups. We have all kinds of stuffs going on here.
JP: I am sure they have lot of that in New York.
Cleo: I just found out about it. Guess where I found out about it – New Media Expo from Alex by Designs. He actually showed me the information. You got to shake it off, you have New York City, you have Chris Vaynerchuk, he has one out there as well with the Sunshine City, one of those, but the ideas is so powerful is that instead of being at home and attempting to move forward to go Starbucks and you are like “Beautiful, I can get a Venti Mocha and pay 80 bucks for it.” You can go to a place that’s specifically made and geared towards you and I think for any person venturing off to do entrepreneurial mindset is that one – you are taking the moment, you are shifting from a habit to business. So, if you are going to do that shift, you have to start investing and investing in your business, investing in yourself is paramount to having success. We each have our own definition of success I believe but the idea is this whatever your definition is, making the attempt, making the leap of faith and investing in a place we can actually go there and create value and make sure the place has an opportunity to commingle and interact with other people because you know what JP, I don’t understand social media arrives I can appreciate that, I love media because it takes online offline, but money doesn’t come from a tweet. Money doesn’t come from a post, money comes from people. So, if you can surround yourself with people who share ideas at a little mastermind group, people will attract alike and you will be able to exchange ideas which can then in turn extrapolate exponential moments where money comes flowing in because you have now formed relationships versus friendships and likes.
JP: Yes, it’s all about relationships and that’s something I have been working on feverishly in the last month or so, I read the book Seven Levels of Communication and I have mentioned that before in my podcast, it’s a really powerful book teaching you how to build those relationships like you are talking about. One way it’s going to these places where like the incubators and accelerators where you can hang out with other like-minded people and lot of them have mentors as well. People who have been through their own entrepreneurial journey already and now they give advice and they have lots of connections as well and if you need funding or just advice, they can help you with all of that. So, yes it is all about relationships. I don’t know that I have made any money off of a Facebook post, but I enjoy doing it, so it’s not totally, but it’s not a very good revenue source.
Cleo: This is true though, I think a lot of it has to do with our strategy and I think so many times entrepreneurs want to pull the trigger, they want to move forward and you think back and you say to yourself “If I had just spent a little bit more time creating a strategy, so when I take action, I can create that, know benchmark and know exactly I am on target or not on target.” One of the most – I guess, I don’t want to say if you are having no underground and mainstream and now is obviously mainstream thinking about the book The Secret and watching the movie and I think about this very beautiful concept, I think it was a guy that wrote was Jack Canfield who said “When you are in a car driving from one destination to the next, imagine you are on a road, the road is dark, you have your flash, your headlights and it’s about 100 feet in front of you, you can see, but it’s dark and back.” As long as you have that in front of you, your are going to get to, you have to get to, obviously there would be obstacles along the way, I think in life people so much, they want to see exactly what’s moving forward in their life, they want to know exactly the obstacles, everything, but they fail to realize that the X-factor, the unknown variables are the things that create that journey and make it so enjoyable moving forward and having those moments of “Oh, I got to go to New Media Expo, I will have to wait freaking six hours on a plane because there’s a snowstorm and when we get there, oh it’s going to be so many cancellations and delays” and people come on you are missing the point, I went there, I met amazing people, we got to introduce our products with so many other vendors. We have pretty much doubled the business and we haven’t even launched yet. So, never move past an idea with the idea that because it’s going to be hard, obstacle friendly; move forward with anticipation that I appreciate the unknown variable and accept it and say “Okay, I got this going on,” I know that it might be a little bit tumultuous, but keep pushing forward despite your Fictitious Events Appearing Real, i.e., fear.
JP: Yes, fear that’s a deep conversation there because that’s what holds most people back is the fear, fear of failure, fear of losing money, fear of looking silly in front of their friends for saying that they are going to start a business and then have a fail. I remember that last summer I bumped into a guy and I have had several failures, I write about a lot of those in my book and I bumped into a guy and he was like “Hey how is that business venture going that you were working on?” I am like “Oh I decided to cancel that one; I am not working on that anymore.” He goes “What about that other one, I heard you were doing something else?” I am like, “No, I killed that one too, it wasn’t going anywhere.” He’s like “Oh, I am sorry.” I was like “You don’t have to be sorry about it, I learned a lot and I learned what not to do, I am moving on to my next one.” To me it’s like a badge of honor, failure is a badge of honor and when you change your perspective to look at it that way then a lot of those obstacles disappear.
Cleo: Could you imagine JP, you are looking and it’s a beautiful room and it’s all new toddlers and they are sitting there and they are beginning to crawl and then one over there looks and says “Look at him, he can’t even run yet” and he is like six months old and people don’t realize that we are moving forward in life and that through the process of growing, we can crawl, walk, run; it applies to business in all aspects of moving forward and in entrepreneurial venture mindset and that sometimes crawling allows you to gain traction to know exactly what’s above you and as you gain traction, you can gain leverage and from that gaining leverage you gain experience, from gaining experience, you say to yourself “Wow, I think I am doing something well” and people applaud the effort because you started from a point of beginning and you don’t have to be an expert to be beginner, but you have to, like we said before, take traction today, take action today and say “I am going to pursue something.” Now some people have the mindset “I don’t know what I want to pursue, I don’t know what I want” and it’s beautiful. I listened to Deepak Chopra and he said “Just have the intention, have the intention and say what do I need, what do I need, what do I want and just say that over without having any sort of preconceived notion and the universe, as existential as it sounds, the universe will grant it to you what do I want, what do I need” and moving past the idea that we have to always have an answer and creating a sense that silence and understanding a deeper sense of self does not lie so much and always anticipating the answer, but resolving to understand that you know what I don’t know, but I am open to the solution.
JP: Yes, a lot of it is just taking the first step and I am going to give you a time relevant quote because yesterday was Martin Luther King Jr. Day and he said that “You know I have to see the whole staircase to take the first step” and I think of that a lot in my business because this is new to me. I sold a web startup, it’s completely different than what I am doing now, which is speaking and training and writing, that’s completely different business, I am having to learn it all from scratch. Obviously, there are some things that are transferable, but a lot of it it’s not and every day I have to just take a step into a direction and if it’s not right then I have to of course correct, but hopefully it’s right and then I keep moving forward. It’s just so important to say “Take that first step and then take the steps after it.”
Cleo: I agree, I agree. I was listening to another podcast; I became a podcast junkie JP and I heard one by a guy named Byron Davis called Live Your Epic Life and it’s so powerful. It has very, very simple way of going about explaining this very simple idea and the simple idea is this – most people go from a point of a pluck and plop syndrome and what he meant by that; he said that people want to beam me out of here, they want to go from this certain situation in their life and go specifically to another point where they are living the dream life, they don’t want to go through the journey, they want to create that certain reality instantaneous and I think in our society, especially western society there is so much immediate gratification and I know that this is a rated PG podcast, so I will keep it PG, but the idea is very simple – you don’t want to create a certain sense where you are always looking to be a immediate gratifier because if you always have that certain sense, you are going to miss out on the bigger picture and the bigger picture is that the journey has so many rewards and you can’t transpose yourself from one point to the other with the expectation of having any real sense of achievement. Does that make sense?
JP: That makes total sense yes, the journey is the reward and you got to change that perspective. If you think “I will just start a business to get rich,” that’s not why you start a business, you start a business for the personal freedom that comes with owning your own business and that starts on day #1. There are so many things about owning your own business and the entrepreneurial journey and really any journey in life that the journey itself is so much enjoyable and it lasts longer. A lot of times the journey lasts a long time, the destination you get there like “Okay that was interesting” and that destination isn’t nearly as fulfilling. So, if you waste all of you energy dreaming of the destination and the only reason you are doing this is for the destination, you probably going to be disappointed.
Cleo: There is a great metaphor and it goes a little something like this. Imagine yourself going up a slope, you are going up and know you are in Colorado so you can appreciate snow and you are going up the lift and life is like the lift, you are going up the lift and you are going to go and you are going to freaking go down the hill, you are going to get a freaking good run and you are going to keep going up and going to keep going down for a good run and that’s what life is, you are going to go up and down in life as a rollercoaster, life spirals towards you, but at the end of the day life is about saying I want to get one more ride, one more great run before the sun sets.
JP: Wow, that’s pretty profound. Okay, let’s change directions a little bit. You mentioned before that you have been involved in MLM and I know several people who do MLM, I don’t have anything against it, although I do think that people who benefit the most from MLM are the ones who own the MLM Company. Tell me about your experience with MLM and let’s talk a little bit about that.
Cleo: My first experience was in the college and I think I got the bug. I went to a wholesale meeting, they had the whiteboard up, this was like in the early 90s and I looked at the whiteboard and there were circles drawn and there is this wonderful road, it resonates with me. I get tickled when I think about it, residual income. I can get paid over and over and over, but doing something one time and all I got to do is something as one person, family and friends and yada-yada-yada and all of a sudden BOOM, I am going to be a millionaire and I stopped with that and I made some money and all of a sudden I am excited about it and then it just has to grow, it has to move, but you have to always me contributing. I think that so many people have this idea where they can go in MLM and it’s a get-rich scheme. I know a lot of people who are in MLM obviously who are making a lot of money doing that as well as affiliate marketing as well and the one differentiating factor is that they have gone the experience to blood, sweat, and tears to adapt their lifestyles to mold around a business that will work, meaning they have set aside time on a daily basis to do self-growth, they are constantly reading books, they surround themselves with the people they are working with, they have committed to adapting their income to facilitate via investing. So, I think that level is great, but I think so many people come in to the mindset of getting involved with this networking marketing company and it’s all about contacting your family and their friends and they become MLM junkies and I think there is no growth. I think a lot of the companies out there, they similarly do a really great job with facilitating networking, social media, online marketing, so that it embeds with the technology of the company so that a person can actually perform a business and not form a disastrous cycle where every single time they get into something new, they can’t happen to same people expecting a different result and the result is usually the same which is no money made, money invested, working hard, yada-yada-yada.
JP: Then their friends and family stop answering the phone when you call.
Cleo: NFL club, no friends of family left.
JP: Yes, I think MLM is a good way to kind of get into the entrepreneurial world with little risk. You do have to invest in whatever the program is, but it does give you an idea of what it’s like to be an entrepreneur because you have to set your own schedule, you have to motivate yourself, you have to sell, you have to market, you have to network and I think that the people who do great with MLM would probably do great with their own business and some people I think they just get comfortable with their success and then like “Why would I want to start my own business because I am making money doing this” Then the other side of it is what you just alluded to, which is that people who don’t do well and they blame it on the MLM like “Oh this product is just isn’t working for me, I will try another one and then they try that one and it doesn’t work and they try another one. For those people, they need to go back to the drawing board about themselves not what MLM they are trying to sell. They need to figure out why isn’t this working for me when it’s working for other people and my bet is that they are not relationship builders because anytime you want to sell anything, it’s all about relationships and people how much they like you and how much they trust you and if you believe in whatever it is you are selling whatever MLM you have chosen then there is no reason why you can’t sell it, the only reason you can’t sell it is something that’s going on inside your own head and switching isn’t going to change that.
Cleo: Exactly. I think on a deeper level though I think people get so caught up in this money, money, money, money, give me, give me, give me and it’s when they take that shift and it no longer becomes about the money as it becomes about the experience and developing new strategies to create that result which can be in some cases having resources to purchase whatever you want and having time spent with the family at your leisure, so it’s important for a person that’s developing that mindset initially when they do get involved with any type of business is to establish their why, their authentic self of doing something so they can create value on a deeper level that can push past those obstacles.
JP: Yes. I think that’s great. I love your insight on MLM, especially because you are in it, I have never done it, so I don’t know what that’s like. My ex-wife, she used to do, Mary Kay. That’s a high quality product and if you sell a high quality product, your job is a lot easier, like Arbonne is and there are some other ones too that are just really high quality and people like the products. There are some that just don’t sell very well and that your life is just going to be a lot harder if you go with those, but I want to segway a little bit because we are just talking about marketing into how you are marketing your business right now, what’s working, what’s not working.
Cleo: Beauty, Fashion & War, right now we have a few different strategies, social media, Pinterest, Instagram, Twitter, Facebook utilizing the VA were hiring on through Chris Duckers business VA from the Philippines, they will be coming on-board, we will do a couple of more interviews and they will be on-board as well. So, we are leveraging our time that way and I guess the greatest resource with any sort of podcast interview basis is going to have to be people. So, where do we get our people from? Utilizing a service through InterviewConnections.com, the woman named Jessica Rhodes who is absolutely amazing. She helps us sign and book most of us interviewees and arrange. We give her a list of exactly who we want and we researched what type of people we wanted, we did some actual due diligence and say “We would like to have this type of person, owners, A list celebrities could be our Beauty and Fashion.” So, that is our major thrust regarding the strategy and the most important thing about any sort of social media strategy is following up and engaging that community and building a list utilizing different services for e-mail marketing campaigns to like AWeber, GetResponse, you have to create that certain sense of tribe, loyalty that’s even a powerful statement enough to say in itself is that community has to be there and audience as well. In business you want to make money, however, before you can do that, you have to have an audience where people can say “I want to benchmark myself.” Different vendors, different opportunities are going to present themselves when they see “Wow, 100,000, 200,000 downloads for this podcast, wow we need that audience to purchase our product.” So, before a person comes into the business, you have to realize one thing that although the obstacles were there, there is definitely a reward and looking at different income statements from different podcasters, we can significantly increase your lifestyle if you just stay consistent and you provide the actual community for your people to be engaged with.
JP: So, a lot of yours is through word to mouth sharing. It’s funny you mentioned Jessica, we met together. She introduced me to you at NMX and I think she has booked four interviews on my podcast now with three of her clients plus herself. I am interviewing her on Wednesday this week, tomorrow actually and so, yes she is a great resource as far as the podcast goes, she is like a podcast agent, that’s what I call it. You use her to get yourself booked or to get people booked on yours or both?
Cleo: I thought about doing the – “I want to get booked, I want Cleo Caban to get out.” So, I haven’t done that yet. We are basically doing the opposite and that she is scheduling interviews for us and it’s been really working out because her skill set in communicating our Beauty, Fashion & War mantra has been huge and she is very, very good at her job.
JP: Yes, she is. She has put together one sheet for each of the interviews that I am doing and that just makes my job so easy, in fact if you have one I would love to have it for postproduction. So, if you could send that to me. The one she has like the bio and some questions and links to your website and podcast and it’s just so helpful and she has just done a great job, I highly recommend her.
Cleo: As do I, as do I.
JP: As an entrepreneur, what if anything could use more help with right now?
Cleo: Time management and I think a lot of it has to do with expectation management because again, I want things now, now, now and my girlfriend reminds me every day about having the ability to manage my time better. So, utilizing different technologies like ScheduleOnce is huge because before I was scheduling interviews and I would follow up with myself and I would forget sometimes, we have to cancel one and it’s like everything combining, scheduling became a headache and now utilizing ScheduleOnce is awesome because it automates the process, they send automatic e-mails the day before or week before, an hour before, they do it afterwards, 50 minutes, we can schedule it whenever you want. So, that’s been huge and then obviously Google Calendars and seeing what I have to do there. So, definitely time management and instead of thinking so much and to like what do I have going on tomorrow or I want to be cray cray, in the words of Kanye West, what I am doing in like next week? That was my father’s idea about time management of scheduling out a week and now I am like okay, what am I doing in six months, eight months, a year and creating some sort of accountability for myself and creating a schedule that’s not so much bent on the immediacy, but also spanning out 3, 6, 8, 12 months has also been huge.
JP: Yes, time management, that’s what I hear the most to the question is that time management and as an entrepreneur you have to wear all these different hats and it’s hard to figure out how long you should wear each hat each day and that all goes into the time management piece, it’s funny, it seems like everybody has that issue. I use ScheduleOnce as well. I just signed up, I heard about it at NMX through John Lee Dumas. He said that’s what he uses and I was like “Well if it’s good enough for him, it’s good enough for me.” So, I came home, I immediately signed up for that and that’s how you booked, I think – wait, I don’t think you booked. Did you book through ScheduleOnce for me?
Cleo: No, I think we had just said “Okay, let’s book through this” and we did schedule that because we know each other, so it was more informal.
JP: Yes, and I don’t think when we scheduled this I don’t think I had ScheduleOnce set up yet, but most of my interviews now are done through ScheduleOnce and God, it’s so easy, I don’t have to go back and forth and waste all that time saying “Oh, well I am not free then, are you free then, or here are my open dates and then they are like that doesn’t work for me” and now I just send them a link to my ScheduleOnce calendar and they look and pick a date that works for them and I blocked off time mainly on Tuesdays, I do most of my interviews on Tuesdays just so that I can just be here and sit down. I have five today that I am doing, you are the first of five, so it’s a busy day, but ScheduleOnce made all of that so easy.
Cleo: I love life hacking, it is so cool and you can actually create something, you can actually create a process that actually frees time up and creates value and I think it’s all about creating value and adding value especially in the world of social media podcasting, interviews, and biznass.
JP: Yes, so who or what inspires you, do you have a hero or something that really inspires you?
Cleo: I need a hero… – Inspiration comes from, I don’t know how do you say this – inspiration, I used to be very spiritual and that I used to believe like its dogma. I am not saying there is anything wrong with that, but I have come to a moment where I am more or less feeling more comfortable with the infinite intelligence because I don’t want to adhere to one specific religion per se, but I like the idea about there being infinite intelligence and attracting based on being open to the universe the idea that good things come if you are open to accepting them. So that’s what is existential from a actual perspective of human, I love the idea about Bruce Lee’s persistence and his consistency on creating not so much just an amazing martial art Jeet Kune Do, I was doing martial art for the past 18 years prior to the military, but a philosophy of life and I think that philosophy where if you think about a cup is being half-full and a person’s ability to either accept that half-full and want to gain more knowledge and then you pour some more water into it and it overflows. He says “your ability to accept new things cannot be done because your cup is full and I think having the mindset of having an openness where instead of thinking about the cup is half empty thinking about it as its half-full and I am open to the idea about exploring more, so I am willing to take out some of my own traditional ideas and accept new ones coming in.”
JP: That’s good. So, is Bruce Lee your inspiration then?
JP: It’s awesome. That’s good. Chuck Norris, have you ever done a search on Google and the fun search or you just type in what would Chuck Norris say or something?
Cleo: I love those.
JP: They are so funny. Yes, there are lots of wisdoms coming from Chuck Norris as well. Is there a book that you can recommend, one that has influenced you?
Cleo: A book? I just read Delivering Happiness by Tony Hsieh the CEO of Zappos and that book was awesome. In that he talks about the beginning of floundering business that was there, his experiences as a Harvard grad and then going to business in computer technology and developing a business mindset where he is creating a corporate culture at Zappos that has never been done before and I just think about his experiences as eye-opening and that he is not so much bent on about creating….obviously making money, but creating a corporate philosophy of culture where people can not so much as go to work, for example a woman in the book she lost her husband in tragic accident and the first person she called was her manager at work and I was like “Wow, if I lost somebody, would I call work?” But they have such a deep family-oriented culture, it was just like “wow” when I think about that in regards to other businesses across America entrepreneurs is that delivering happiness just being a nice person and appreciating the fact that this person has their own set of values, their own beliefs, their own fears and saying how can I provide value by delivering my own sense of happiness to you has been huge especially in business.
JP: Great, I have to check that out and I will put the link to that book as well as all the other things we have been talking about on the show notes page at JPStonestreet.com. So, we are almost out of time. I just have a couple of more questions for you. Looking back from where you are now, would you do anything differently?
Cleo: Would I do anything differently? Yes, I would have gotten booked sooner on your show. That’s a big question. The usual statement is like “I would never do anything different because if I change anything, I wouldn’t be here where I am right now.” No, I have one regret and the regret is this – I would have taken more time to appreciate those low points so I can reflect on them and say you know what, I am growing faster further because I have been through this.
JP: Wow, that’s a good point, appreciating the low point. A lot of people just they are like “Get me through this.” There was a C.S. Lewis saying that “You have to experience the bad to appreciate the good” and if you don’t experience the bad, if you don’t appreciate it then you don’t appreciate the good either at least not as much as you could. So, I like that, that’s really good. Last question, what is the most important piece of advice that you can give to people who want to start their own business?
Cleo: Oh this is beautiful. I just had a moment, excuse me. I want to tell you a little story. The story is this – I was working at [inaudible] and I was sitting there and I had gotten written up because I was late about a day or two and they wondered if I was bs’ing, I was sitting there, and there was a manager and assistant manager and they have this whole counseling statement written up about “you have to be on time, punctuality.” I am not saying it’s not true, I am much better now, I was in college and they sent over the paper and they have a little section on the bottom. It says “Do you have any remarks?” I am like “Yes, I do, I would like to write them my remark” and I wrote it down and I put it to them and they looked at me and like “Oh my God, are you serious?” This is important; this is going in your file. I said it’s serious, it’s me, I understand it but this is for you to put it on my file and they looked at it and they said “Hakuna Matata, it means “no worries?” I said yes because life, family, audience Hakuna Matata it means “no worries” is that if you have the opportunity to change something and it affects that change, there is no point in worrying. If there is something that goes on, you have no chance of changing; there is no use in worrying. So, move forward in life and appreciate the X factor the variable that happens where we have no idea, but improvise substance of progression in life and at the end of the day, Hakuna Matata, it means “no worries.”
JP: That’s awesome. So you put that in your official file?
Cleo: They did.
JP: That’s awesome. Well, I think that’s a good way to end our interview. That gives us a view into your personality. If the listeners haven’t gathered how energetic and excited and motivated you are then they didn’t listen to the whole thing, but that should give to them no worries and that sounds like it’s perfect, a perfect motto for you.
Cleo: Amen, brother amen.
JP: Thank you so much for joining me on this episode of the Smart Energized Entrepreneurs Podcast.
Cleo: Thank you again for allowing me to express some of these Cleoisms on your wonderful show and God willing I will be able to come back on in the future when you have episode 500.
JP: That would be awesome. All right great, thanks Cleo. I will chat soon.
Cleo: You are very welcome. We will chat soon my friend.
JP: All right.
Was I right? Wasn’t Cleo full of energy and excitement and enthusiasm? Didn’t he just make you want to run out and start your own business? Be sure to check out his information. I will post up on the show notes page at JPStonestreet.com. You can check out the links to his podcast and website. I will put up links to that. I don’t think he is quite ready to launch yet, but he will be soon, I know he is in the recording phase and he has already had some cool interviews with people, so that even if the links don’t work right now, they probably will in the future if you check back. Anyway, I hope you enjoyed that interview and smiled as much as I did and until next time, this is JP Stonestreet with the Smart Energized Entrepreneurs Podcast. Thanks for joining me.