The 5 Laws of Stratospheric Success w/ Bob Burg

Speaker A: Welcome to the Profit yout Knowledge podcast. I'm your host, James Allen. On the show, I interview everyday people who've taken their knowledge, their skills, their expertise, their experience and their stories and turned it into an income so that you can learn how to better monetize your knowledge. And who better to help you with monetizing your expertise and your knowledge than our guest today we have the legendary Bob Berg. So Bob Berg is a co author of the international bestselling business parable the Go Giver, which is one of my favorite books, uh, and they have sold well over a million copies and it's been translated into 30 different languages, which is wild. He's also the founder of the Go Giver Academy, which is an online resource featuring the success vault, uh, and he's an advocate for free enterprise, uh, of the free enterprise system and a, um, unapologetic animal fanatic, which I love because I've always grown up with animals. And you can always learn more about Bob and subscribe to his daily, uh, impact substack.com but I'm just grateful to have Bob here. Um, he was on the show a while ago, so he's one of my very few return guests on the show and I couldn't think of a better return guest on the show. So today we're going to talk about the principles of the Go Giver. If you've never really read the Go Giver, uh, this will give you a glimpse into it and then I recommend just go read it. So we're going to make sure we link it down in the show notes. But we're going over the five laws of stratospheric success and how you can implement them into their business. Quite frankly, they're a lot more simple than you might think. How you doing today, Bob?

Speaker B: M Doing great, James. Thanks for having me. Great to speak with you again.

Speaker A: Yeah, it's so cool to have you here again. So, um, yeah, I mean you've been on the show before, you know, awesome business owner, author and everything. I kind of want to just get like a little bit more of an insider scoop on the Go Giver because I really, it's been such an impactful book for me and, and I'm excited to go over the different five laws that you have and cover in the book. Um, so you co wrote it with John David Mann. Can you tell me kind of like the conception of this? Because John was on the show and we talked a little bit about the Go Giver and um, I think it was like your idea Right. And you kind of sought out John because he was a really good writer. So. Yeah, just tell me kind of the backstory real quick.

Speaker B: Um, yeah, and what started out as my idea, it was just as much John's. You know, John was the lead writer, storyteller, but he was, but it was also both of our input in terms of, of. So he, he, he's. He himself is not only a great writer, he's also a former, well, current entrepreneur and great leader. So it was really, uh, it was really a joint effort. But he was the lead writer. Yeah, he's the guy who made this thing sing. So all, all credit to him. Um, so, yeah, years, uh, earlier, I had had. This is. Back in the 90s, I had a, A book out called Endless Referrals. Uh, the subtitle was network your everyday contacts into sales. That was kind of my first big book. And it was a how to. It was really, uh, about how to help salespeople and entrepreneurs who knew they had a great product or service, they knew they brought tons of value to their customers, uh, but they didn't necessarily have the confidence, uh, to. Or know how to be able to go out into their local communities and really develop relationships with those people to the point that people would want to do business with them directly and, or refer them to others. So, uh, the, uh, so endless Referrals was a how to. The basic premise was that all things being equal, people will do business with and refer business to those people they know like, and trust. So it was really how to build those kinds of relationships. Now in doing so, one of the things that you do more than anything else is you give value to others. You don't wait for it to come to you. You go out there, you proactively give value to the marketplace. Um, and so, so that was, you know, that, that was it again. It was a how to book and. But I'd always loved reading business parables since I'd been in sales. You know, they were whether it was OG Mandino's Greatest salesman in the world or, um, um, uh, the Richest man in Babylon, James Classen. Uh, yeah. And then there were, uh, the One Minute series by doctors Blanchard and Johnson and of course now, you know, more modern ones. John Gordon's a wonderful parable writer, and Andrea Waltz, Richard Fenton, go for no. Yeah, they're everywhere now and they're fantastic. I still love reading them. But I, I thought, you know, wouldn't it be a great idea if we could take that basic premise of endless Referrals and turn that into a parable. Uh, but I also knew I was not a parable writer. Um, I was a how to writer. So uh, I'm the boring one, right? I'm just step one, step two, step three. I could tell a story from stage, but they were stories of things that actually happened. This would be different. This would be a fictional story based on real life principles and such, but it would still be a work of fiction. So uh, I met John because uh, in the early 2000s he was editor in chief of a magazine I was writing for and I was writing a monthly column. And John had a great. He wasn't really known outside his niche, but, but those who knew him, and I was lucky enough to now know him, we knew this guy was just a great writer, right? He's just fantastic. Uh, and a fantastic guy, really. Just high character, high quality. And so I took the idea to him, I said, you know Jim, I have this idea for a story. I said I've done a little outline but totally nothing. You know, it's, it'd be called the go giver. You know, in terms of that you're giving value first. And also a playoff on the uh, play off of the more well known term go getter. Though as an aside, uh, a uh, go getter is not the opposite of a go giver. We love go getters because go getters are people of action. Right? So, so we want to come people to be go getters, people of action and go givers. People who are absolutely laser focused on providing value to others. We want them to be go getters and go givers, just not go takers. Right, sure. Uh, so you know, I said, so it's this you know, little idea. Um, would love to see if you're interested in maybe being the lead writer. Uh, because I know you could just do magic with this thing and you know, and even back then I mean he was really busy and uh, uh, but he, he, he and his back then fiance, now his wife, uh, Anna. And as you know they've written a wonderful book together to go give her marriage right after.

Speaker A: Right.

Speaker B: But back then they were, this is 18, 19 years ago, they were fiance's. Uh, so they were visiting her mom in uh, the Tampa area. Tampa, Florida across the state for me. So one afternoon they took a four hour drive over. We had about a dinner, discuss the book, what we would, what we thought the basic idea would be and what you know, and uh, it was still a few weeks before he called me back and said, you know, Anna, And I have been discussing it. We think it's a good idea. Let's do this thing. So, um, we did it, you know, by email, basically. Phone calls and so forth. I think back then. Skype, uh, dating the self.

Speaker A: Yeah. Yeah.

Speaker B: And so, um, now the easy part was the writing it because, again, John David Mann. Right. So. So we did that, like, within about three months. The toughest part was getting a New York publishing house to take it on. Uh, we had a great agent, the McBride Literary Agency. And she did a wonderful job. She always does. But it took, uh. It was. I think we were rejected over the course of a year, 24 times, uh, before the 25th one picked us up.

Speaker A: Wow.

Speaker B: Yeah. So, you know, the difficult part was the getting the publisher. But it's like anything else. It's sales. You go through a lot of no's before you get the yes, but get the gas. And that's a really good thing.

Speaker A: Yeah, I mean, really good thing. You guys sold millions, like over a million copies or millions of copies? Like.

Speaker B: Yeah, we're at about a million and a half right now. Uh, yeah.

Speaker A: So it's just. Well, you mentioned something so subtle earlier, like. Yeah, I reached out to John. I had just, like, this little idea, you know, and it turned into a cultural phenomenon, you know, like, because you guys have the Go Giver marriage. The Go Giver, like sales leadership. There's all these different variations of the book, too, and so many different. 30 different languages.

Speaker B: Like, now the marriage one is John and Anna's, actually. So that's the only one that I'm not on. So just the Go Giver. And then we have Go Givers Sell more. That's the only one in the series that's not a parable. That's more of an application guide to the Go Giver, The Go Giver leader, Go Giver influencer. And then John and Anna wrote Now. They were nice enough to ask me, do I want to be part of it? Um, but I'm not married. And I thought, you know, there's really no way to have credibility, to add credibility to a book on marriage when you're not married. And I said, no, why don't you guys just take this one? They did a great job with it.

Speaker A: Cool. Yeah. That's so awesome. I haven't read the other versions, uh, but I know there's. There's many different, um, like, spin offs of the Go Giver, but I've always just read the Go Giver. So, um, love it. I love the backstory. And John David Mann, when he was on the show, he mentioned to me that, you know, it is. It is a fictional story that you guys built these principles around. And I love that because it's just like, it's so much easier to read than just like, hammering you with step one, step two, step three. You know, it's just a lot more enjoyable of Arene. But he said that, uh, Pindar, who's like the main successful character that guides the main character through the journey, he was based off of Bob Proctor, right?

Speaker B: Yeah, he was. And. And by the way, there's a lot of individual events in the book that did happen to the. To one of the co authors. Um, and we just put. But we put it within a fictional story. Uh, but it is a fictional story. So. Yeah. Um. But, yeah, Bob Proctor's a hero of both John's and mine. He was a great guy. And just. And so when we, you know, we wrote Pindar, we're picturing Bob, you know, and his stature, his presence, his voice, and, you know, the way he was just so kind and, uh, had such a prosperity giving mindset. Just a great guy.

Speaker A: Yeah, well, when he said that, I thought about Pindar in the book and I'm like, whoa. It, like, it all just clicked. I was like, oh, that makes total sense. Like that you base it off of Bob. So awesome. Okay, well, yeah, I'll give a quick overview of the five laws of success. And then, um, yeah, basically what the book is about, uh, is like this. This guy who's a salesperson is struggling with sales. He's doing okay, but he really wants to really get successful. So he surrounds himself with these ultra successful people, and then they're teaching him these five principles. And the book's like a story of him walking through these and, um, how to apply them. And it just seems so counterintuitive to him because he's such a go getter, like you said earlier. So we have the law of value, the law of compensation, the law of influence, the law of authenticity, and then the law of, uh, receptivity. So I just kind of want to go through each one of these real quick with you, Bob, and, um, just kind of talk about, like, what your. Your core idea of it is and what we can learn from it in terms of creating a. Because you could apply these to any kind of business, like sales. You could do car dealerships. For my audience, we are much more of like, they want to write a book, they want to speak on a stage, they want to coach people. So a lot of, like, Coaches are experts, you know, thought leaders. So um, yeah, we'll just talk about how we can apply each one to our life and then we'll see where we go from there. But the law of value. Um, yeah. Can you tell me about the law of value and how that applies to coaches and thought leaders?

Speaker B: Yeah, oh absolutely. And, and let's, let's begin if we can just with the uh, I guess what we would say the overall premise of the go giver, because there were all these laws, will be based on that one premise. The in overriding, um, um, Pandera's principle, if you will. And that is that shifting your focus. And I think this is really, um, I think this is really where it all begins, James, that shifting your focus from getting to giving. Now again, when we say giving in this conte, we simply mean constantly and consistently providing immense value to others, understanding that doing so is not only a more fulfilling way of conducting business, it's the most financially profitable way as well. But it's important to understand this is not for any kind of, you know, magical, mystical way out there, woo woo, you know, type of reasons. Oh, just give and good things will come. No, it's not that at all. It's actually a lot more, uh, rational than that, a lot more logical. And that is when you're that person who can take your focus off of yourself and place it on serving others, discovering their needs, their wants, their desires. Right? When making it not about you, but rather helping them solve and overcome their problems and challenges. When it's not about you, but rather about moving them closer to happiness. Well, people feel good about you, uh, they feel great about you, right? They want to be a part of your life. They want to be in relationship with you, they want to do business with you if they need what you have. But they definitely want to tell the world about you. They want to be your personal Watton ambassador. Right? So it all begins there. So we go with, so we start with the law of value. And uh, that's really the foundational principle. It's where it really begins. And the law of value says your true worth is determined by how much more you give in value than you take in payment. Now when you first hear that, it sounds, as you said earlier, rather counterintuitive, maybe even counterproductive. Give more in value than I take in payment. I mean that sounds all nicey nice and everything, but it also kind of sounds like a recipe for bankruptcy, right? Give more in value than I take in payment. So, so we simply have to Understand the difference between price and value. Uh, price is a dollar figure, it's a dollar amount. It's finite. It, it is what it is. Okay. Value, on the other hand, is the relative worth or desirability of a thing, of something to the end user or beholder. In other words, what is it about this thing, this product, service, concept, idea, this coaching, this book, this what have you that brings so much worth or value to another person that they will willingly exchange their money for it and be glad they did while you make a very healthy profit. Let me give you one example, maybe outside of, of the people you coach. And then, then we'll bring it back into it. Okay, let's say you hire an accountant to do your taxes. She charges you $1,000. That's her fee or literally her price, $1,000. But what value does she give you in exchange? Well, she saves you $5,000 in your taxes, she saves you countless hours of time, and she provides you and your family with the security and the peace of mind of knowing it was done correctly. Right. Uh, and this is among other things. But so even right there, she just gave you well over $5,000 in value in exchange for $1,000 fee or price. She gave you more in value than she took in payment. So you feel great about it because you got a lot more than what you paid for. But she also made a very healthy profit because it was worth her time. Right? It's free market. She did it by choice, not because she was as she had, she had to. Right? It was worth, obviously worth it to her to exchange her time, her energy, her knowledge and wisdom and everything to do that for that thousand dollar price. So both parties won. In fact, in any free market based exchange, again, simply meaning no one's forced to do business with anyone else. Okay? So in any free market based exchange, there should always be two profits. The buyer profits and the seller profits because each of them come away better off afterwards than they were beforehand. Now let's say one of the people you coach, they have a client, and this client, and let's say this person that you're talking is a marketing coach. And uh, they take on a client, that client pays them $10,000 for the, for whatever, you know, the, for the package, whatever it is that they're doing. $10,000, that's your, that's your coach's fee or price. But what if through this they help that person earn an extra $100,000 through what they did? They gave more in value payment. Exactly. So that person's Very, very happy. And your coach, it was worth it to them because they made a healthy profit themselves based on what they choose to charge.

Speaker A: Yeah. Yeah, totally. Um, I always think about value because it's kind of become a buzzword. Everyone's like, just add more value, add more value. But it's like, what. What is that? You know, uh, what is value? And the way I've always thought about it is value is anything that can save somebody time, energy, or money. You know, when someone hires me to help them with, uh, turning their expertise or their knowledge into a business, and they're like, I don't even know where to start. And I just give them things that have taken me years to figure out. Like, I just shortcutted the time frame. And that's one aspect of value. And they're like, dude, you just saved me so much time. And it's like, great. So they're already happy with their investment, but then when they make the money and they go past what they invested in me, I've had people pay me $5,000 to work with me, and then I help them make 35,000 in a couple months. And it's like, that's a good use of value, you know?

Speaker B: Absolutely.

Speaker A: Yeah.

Speaker B: Uh, so you really hit it right on the head. Because value, again, it's the relative worth or desirability of a thing. So by the very nature of a thing, it's subjective. What one. And this is key, because what one person believes to be of value isn't necessarily what someone else does. As sales professionals, which we all are as we're right. What we. This is why the discovery is the most important element of our entire sales conversation. And go giver, Go giver world. We don't call it a pitch. We don't pitch our services. We have sales conversations. And the. And the key is, okay, is discovering what this other person needs, wants, desires, what are. And not only that, let's take it a step further. Through your questioning and your. Your knowledge in the. The work you've done and the research, have you found some weaknesses they have that. That maybe not they're not aware of, that you can help them strengthen. And do they have some opportunities that they're not even aware they're. They have because they don't know they're too close to themselves. You're the expert, right. And that you can help them take those opportunities and leverage those opportunities. So there's a ton of value you can do, but it's always in the eyes of the beholder. And here's the thing. It's not about what we think is a value. It's not about what we think they should think is a value. It's what they believe is a value. And when that matches with what we can provide now we have a very, very happy.

Speaker A: Yeah. Yeah. And it's kind of tricky, too, with. With coaches, too, because it's so easy, especially for newer coaches. You know, like, you are the business in a way, and you can put a lot of emphasis on just, like, making the money, but it's really the core idea is just a shift to adding value to this person. And I think that it gets a lot easier when you really understand your person. Um, like, Graham Cochran taught me about that, and I was trying to sell courses. Yeah, he's amazing. He's my. He's my mentor. I'm in a with him, but he taught me about, um, like a long, long time ago, I was trying to sell courses, and I couldn't sell one to save my life. $0, like, five different launches. And then I found Graham and Ramit Sethi, who Graham also learned from, and they were talking about customer research and the importance of. And understanding your person. I was like, oh, it's so simple. Why didn't I think of that before? So I found what the bulk of people really wanted, and it was really just about focus. Uh, is what everybody kept coming up with. How to know what to focus on, how to maintain their focus. And I was a productivity coach at the time. And then, um, I finally built a product around what I knew that they wanted, and I created value for them in the form of a course at the time. And then I started making money. I woke up to my first $200 sale without talking to anyone. I was like, oh, my gosh, I felt like a millionaire. And then it turned into, like, recurring passive income and continued to grow. And that was kind of the conception of profit. Your knowledge, because people started asking me how I was doing it. But, uh, and then that created a whole new world for me. So, yeah, I think it's really important if you can understand your people and what they actually value. To Bob's point, uh, things get a lot easier because then it's. It's more of just like, oh, I know what they value. Let me create something that's gonna save them time, energy, money, and be a good solution for them. And I can justify the. The price or the investment of that. Uh, and I think just like, leveling up your skills, too, like your point about the cpa. She's probably been doing for a long time. Or she's really good so she can like a thousand dollars. Like, oh, that's expensive. It's like. Well, you think about like, I work with more high profile people who have bigger assets and like more is on the line and I can save them way more money and do it for them. It's just like, yeah, raising your skill sets, understanding what people actually value. I think that that's going to make you way more successful. Just that one principle in and of itself. So, um, I love this second law, which is the law of compensation. Um, and it's that your income is determined by how many people you serve and how well you serve them. This has been big for me and what Graham's been teaching me is like, I've been doing one on one conversations for so long and it got me far, it got me to six figures. Um, but now I'm moving into a different phase of my business where it's more one to many. And I just did a workshop. I literally last minute created this workshop. I've had the trainings, I've presented it on stages before. It was about YouTube and I put it up, I put up some ads for it and in a week I got to like 70 something people registered and I had 30 people show up on the call. But it was just like the most people I've ever had on something I did last minute. And it was just kind of eye opening for me. And like people stayed for the whole two hour presentation, like workshop that I did. I'm like, are people still here? I was halfway through and I'm like, how many people are still here? And it was like 30 the whole time. So, um, that was really cool. And that's kind of like this principle. It's like. And people are loving it. The, the content I had, I was engaging with people, coaching them and everything. And then I offered my program at the end of it and I'm following up with some people for that. But, um, yeah. What, what do you think about when you think. Talk about the law of compensation?

Speaker B: Yeah. So as, as you said, it's, it's how many people you serve. Right. And how well you serve them. So we're. Law number one says to get, you know, talks about giving more in value than you take in payment. Law number two tells us that the more people whose lives we touch with the exceptional value we provide, the more money with which will be rewarded. Right. So, uh, so let's go back to our accountant in the first example. She did A great job gave you, you know, much more in value than she took in payment. The chances are you're happy with her, you would use her again and you would refer her to others. Well, her other clients feel the same way. So our accountant is very quickly amassing an army of personal walking ambassadors. And if she continues to add that kind of exceptional value to the lives of more and more people, her income will continue to grow and grow. Your coach, uh, your coaches that you, that you coach. Okay. As they're doing more referral business, uh, they're finding it easier to set appointments. They're able to, to, to sell on high value rather than low price. Remember, when you sell on low price, you're a commodity. When you sell on high value, you're a resource. So this is something that referrals and introductions, they give you the gravitas based on borrowed influence. Right. To be able to sell on high value. The uh, third benefit of a referred prospect is it's easier to complete the sale. Uh, this is what we call, uh, this is based on borrowed trust, of course, but it's also known as vicarious experience. So no, this other person has never done business with you, but someone who they know like and trust has said, oh, this Joanne, she is the best. She is going to boom, boom, boom, boom, boom. And, and then the fourth benefit of a referred prospect is they're already of the mindset that that's how you business do business, since that's how they met you. So uh, when they think of you, your position is as a, as a coaching professional or you know, whoever else is listening in their profession, uh, someone who, who meets their prospects through, through referrals, who sells on high value rather than low price sale, and who is then referred, uh, as part of the process. Uh, now there's also of course another way to expand and that is like you did to have more people instead of one to one. Now it's one to many. Right. And do that. So there's all sorts of different ways to scale depending upon how it works for your business. And of course you teach people how to, you know, how to do both of those things, as does Graham and so forth. So, um, yeah. So it's not just the great value, the great value you provide is the start, but it's also. So how many lives do you touch with that? So we could say exceptional value law, Ah, one plus immense reach law number two, uh, equals very high income.

Speaker A: Yeah, I mean even just those two laws together can create a wildly successful business. Um, and, and it all builds off of the value piece, which I love. But you know, some things like one to many, doing a presentation, speaking on a stage, you get to impact more people. Creating, even like YouTube or podcasting, I love because you make one piece of content, it lives on forever and then it gets discovered constantly. People keep coming to it. So all those are different forms of um, you know, the law of compensation where you can really extend your reach rather than just one on one conversations, um, which is great. So um, I want to respect time and get through all of these real quick. But the law of influence is next and that's that your influence is determined by how abundantly you place other people's interests first above your own.

Speaker B: Again, sounds, sounds counterproductive. Again. Right, so, so, um, so let's, let's share that when we say place the other person's interest first, we don't mean you should be anyone's doormat or a martyr or self sacrificial in any way. Absolutely not at all. It's simply understanding as you and I discussed earlier that uh, and as Joe, the protege in the story learned from several of the mentors, the golden rule of business of have you is that all things being equal, people will do business with and refer business to those people they know like and trust. And you know, James and I know you know this, there's no faster, more powerful, more effective way to elicit those feelings toward you in others than by genuinely moving from an I focus or me focus to an other focus, making to, you know, make as Sam, one of the mentors in the story, advised Joe, making your win all about the other person's win. You know, uh, real quickly, when I used to, when I was on the road, road speaking, because I'm now only doing, you know, virtual keynotes. I'm 68 now, so I'm not, not getting on airplanes anymore. But you know, I used to speak at a lot of conventions, uh, and rooms full of salespeople. And the first thing I would often say is nobody's going to buy from you because you have a quota to meet. Right? They're not going to buy from you because you need the money and they're not even going to buy from you just because you're a really nice human being. They're going to buy from you because they believe that they will be better off by doing so than by not doing so.

Speaker A: Right?

Speaker B: So it goes right back to, you know, this person who's starting out in business thinking, okay, I gotta focus on the money right now. And let. That's not why they're gonna buy from you. They're gonna buy from you because you're putting their interest for that's your focus. Your again goes right back to the discovery and everything we were talking about earlier. Right. But it goes back to that, that, that focus. When they know that you have their well being at heart, that's when the trust, that's when that trust builds.

Speaker A: Yeah. And this is called commission breath. You know I was going to say

Speaker B: that back in the day. I didn't know if you were too young for that back in the day.

Speaker A: Oh no, I'm well aware. Yeah. Commission breath. You can tell when someone's like I just need to make this sale especially with coaching too. And it's, it's rough because I've been there when you are in a slow period and you're like I really need a client right now. And like to balance that um, that challenge of like I really want this sale to just shifting your focus to actually caring about their success. And I think having a program that you truly believe in or, or a solution for people your offer, uh, and kind of just making it like there's, there's a whole art to offer creation. But if it's a truly no brainer and you know that the amount of value you're giving people for the whatever the cost may be, it's not even a costly investment is then I think and when you see people get results with that, that's why I love um, helping people even for free or low cost in the beginning just to get your confidence up. Because when you've helped someone get a great result, it's a lot easier to believe that you can do it. And then it's easier to care about them because you're like I know where you're at, I know where you could be and my solution is going to help you do it. So it's really just like they're going to trust and follow you if you genuinely care about their success. And I think that that's so, so big. Um, let's get through these last two real quick. Uh, the law of authenticity. I think this one's huge. Um, the most valuable gift that you have to offer is yourself. That's the law of authenticity. Tell me about that.

Speaker B: Yeah, so in this part of the story, Deborah um, shared that all the skills in the world, the sales skills, technical skills, people skills, as important as they are and they are very versus very important, they're also all for not if you don't Come at it from your true, authentic core. But when you do, right, when you show up, uh, as your true, authentic self, as your true self, day after day, week after week, month after month, year after year. Right. People feel not only good about you, they feel comfortable with you, they feel safe with you because they know who they're getting. And that's very key. That's a very, uh, key element of human nature. We want to be able to make sense of our world and we want it to be predictable. Okay. And so when you show up the same way, that inspires trust. Now, I do want to say this real quickly that I think authenticity, and yeah, maybe this is since the, since social media really became prevalent, I'm not sure, but authenticity, the term has almost been hijacked to mean no boundaries. Just say or do whatever you want and whatever language and whatever insults you wine. Well, because you're authentic. I disagree with that. I, I think that's a bunch of malarkey, actually. Um, uh, this would be like the, the guy who sells says, um, well, I have anger issues and I yell at people a lot. And if I were to act any differently, that wouldn't be authentic of me. No, it just simply means this person has an authentic problem, uh, that they need to authentically work on in order to become a better, higher authenticity, authentic and more effective version of their true self. My definition of authenticity is simply this. It's acting congruently with your personal values. That's all.

Speaker A: I. So, yeah, and just to add to that, that, um, I've learned from Graham and many other amazing mentors of mine is like, in, in the coaching space, something that you can do to truly be authentic is think about what are things that you genuinely disagree with. If people are saying, like, you need to do this to be successful or get this outcome, and you're like, well, based on my journey, like, that's not true, then share that. And having bold points of view is what separates you and makes people feel authentic or like, makes you be authentic to them. Like, I don't think that you have to grind yourself to a pulp for 80 hours a week to build a six figure plus coaching business. Because I've done it in 20, you know, and I did that intentionally because I'm like, I will figure out how to do it. Because the strategy to get to, uh, six figures and beyond doing it 80 hours a week is very different than doing it in 20. You have to focus on different things, have different leverage points, like prioritize different things, say no, have boundaries, and it's just a different strategy. So that's like one thing. In my opinion that is a bold point of view. People saying you have to grind and like keep working so hard. But I'm like, you don't have to, you just have to be more strategic. I love the example because I was a productivity coach of like the 8020 principle. You think about uh, Henry Ford at that time people were building cars and they'd have to work so hard to pump out one car. And then he came up with this one idea, which was the assembly line. Oh, he spent time not grinding himself to a pulp, but he came up with this one really strategic idea which is the assembly line. They built it and now they're pumping out way more cars with way less manpower. And it's just one core idea. And I think that that's really like striking the stump rather than just whacking at the branches. So that's something I truly believe in without demonizing anyone or being weird or anything. And uh, I think that that's what's really going to help people connect with you and being your authentic self. But like, you have to stand for something in order for people to follow you. So that's a really easy way. Practical.

Speaker B: Yeah, yeah.

Speaker A: So last law that we have here, uh, Bob. And then we're going to close out the law of receptivity. This one is, I think so underrated and I'm grateful you guys saved it for last because it's like the cherry on top. What is the law of receptivity and why is it so important?

Speaker B: Well, it's, it, it says the key to effective giving is to stay open to receiving. And here's really what it means. You breathe out. Okay. And that's great. Mhm. You also have to breathe in. It's not one or the other. You breathe out carbon dioxide, you breathe in oxygen, you breathe out which is giving value. You breathe in which is receiving value. Giving and receiving are not opposite concepts. They are simply two sides of the very same coin and they work in tandem. The challenge that the world around us does not give us that message. We live in a very anti prosperity society actually in terms of the messaging, uh, many people who get this from, you know, whether it's a upbringing, environment, schooling, news media, television shows, movies, popular culture, um, it's a uh, anti prosperity, anti business, anti money. And these messages driven home from, you know, all places they get into our heads, they get into not just the, our conscious, but are unconscious and we don't even realize that we have these, these anti prosperity messages going through our heads. And so while, um, consciously we might, you know, we might desire money, unconsciously, we're often pushing it away. There are people out there who have wonderful information on this, this type of thing. People like Randy Gage, people like Sharon Lecter, uh, people like David Nagle, uh, the late Bob Proctor, certainly, uh, people like Lisa Peterson, uh, Ellen Rogan, uh, uh, Derek Kinney. I mean there's these wonderful people out there who speak and write and post and blog and do videos on prosperity mindset. And most of what they put out there, it's 99% of it is just getting past those unconscious blocks that keep you from willingly and gratefully receiving. Right. The um, abundance, the prosperity that you deserve. Right. So, um, you know, my, my suggestion is to people is to plug into the. Look them up and plug into their, their easy, their emails and their, their blogs and their books and so forth. Make prosperity a study. Because we get so much anti prosperity garbage coming in from the world around us. Right. That just comes in all the time. So we need to go out, we need to seek out that good, clean, pro prosperity, pro abundance messaging and let that get into our, our heads.

Speaker A: Yeah. So good. So many great people you listed off. Yeah. I think about, um, like my mom, for example. She's the most like, kind and giving person and she will do whatever it takes, you know, to take care of you. But then when something comes her way, she'll like, kind of be like, no, I don't, I don't. No. And it's like, mom, receive. You know, I've had to teach her that over years because I've learned from Mary Morrissey, who is a very close friend.

Speaker B: Oh, Mary Morrissey. Another one who's just, oh my gosh, one of the nicest, most wonderful and most abundant in the world.

Speaker A: Yeah. So she taught me a lot about, um, giving and like, that's a really big thing that she gives or uh, she talks about is when we give. But also the other half, like you said, is being open to receive. And that's something that people struggle with so much, especially as very generous and kind people who just want to be there for everyone. It's like when something good comes your way, even if someone wants to buy you lunch, just say, okay, yeah, okay, cool. And just practice saying yes, someone wants to give you money. You're like. But people are like, oh, no. It's kind for me to say no. It's like you're literally restricting abundance from your life by turning it Down. And it's hard for people to just register that. It took me a long time because I, I grew up with my mom and she would teach me that through

Speaker B: how I think for many of us, many of us, we had to, we had to learn that, you know, unless you, until you make the unconscious conscious, uh, you're in trouble because you don't even know what you don't know. You don't understand that, that your unconscious is, is holding you back. You don't know. So that's why, you know, it was just when I started reading and learning and studying this, that's when it came to me. Wow, I can't believe the things aren't right. And uh, so, you know, that's, that's humanity and that's, that's life and so forth. But, but uh, that's why I'm a big believer making an actual proactive study of prosperity. It's that important.

Speaker A: Yeah. If you look at the flow of these five principles too, we have value compensation, serving more people, creating more value giving, um, you know, putting people's interests first, uh, being authentic, be like being yourself. But it's all, it's so much of giving the first four principles and then the last one is just a little bit, which is receptivity. So it's like you're giving a lot more than you receive, but you still have to be open to the receiving. Um, so it just. So good. I love all this stuff. Such an amazing book. Highly recommend you read it. We're going to link it down below in the show notes. Uh, Bob, before we close out, last question, if people take away just one thing from this conversation, what should it be?

Speaker B: So I think it's the idea that when you focus on providing value to others, so long as you will, uh, stay open to receiving. Right. Uh, your life is going to be so abundant, uh, so, so rich, so prosperous in, in all the ways that it can be measured. And that's whether we're talking about, you know, financial, physical, spiritual, mental, emotional, social, relational, whatever. When you focus on being useful, when you focus on being of, uh, value to others and stay open to receive, not being attached to it. Okay. But staying open to it, it's amazing what comes in.

Speaker A: So good. Thanks so much for being here, Bob. Where can people learn more about you and get connected?

Speaker B: Burg burg.com is the best place and they can subscribe to my daily impact on substack.

Speaker A: Amazing. So good. We're going to put all these links down in the show notes for the listener. I hope you feel inspired from this. If you ever need another pump up in your in your D, come back to this episode. So make sure you save it. Subscribe over to, uh, Bob's Daily Substack as well. And yeah, most importantly, again, I hope you feel inspired. But more importantly, you do something with it. Implementation is your only superpower. So think about one of these laws that you can implement. If it's creating more value, compensation, influence, being more authentic, coming up with a bold point of view, just receiving something, even if someone offers to buy you lunch or something, just practice it. That's the biggest thing that's going to help you actually succeed. So. So take what you learned here, get out there, make something happen. We'll see you in the next one.