Letâs talk tumblers. But not just any tumblers. Stanley tumblers. I want to spill the tea (but not literally, thanks to those tumblers!) on what your business can learn from the evolution, flexibility, and sheer brilliance of the Stanley tumblers story. Grab your favorite drink (in a Stanley, obvs hahaaha!), and let's get this party started! By the way, this episode and article is NOT sponsored by Stanley, sadly. Iâd love it if it was. I just find the story fascinating and insightful. And itâs a great lesson for you, my wonderful community of ADHD entrepreneurs!
In case you prefer watching me talk about the business strategy we can all learn from stanely's tumblers.. video version's above!âï¸
The Ever-Evolving Ideal Client: From Construction Sites to Pinterest Perfection
Once upon a time, Stanley's tumblers were the trusty sidekicks of construction workers, battling the elements and keeping drinks at just the right temperature. Fast forward a little, and boom â Pinterest moms are all over them, turning these rugged warriors into icons of style and functionality. When the soccer moms came a knocking, said, âhey, can you make more of these tumblers that you made once? We love them!â, Stanley listened, et voila! A new market opened for them. The lesson? Pay attention to the unexpected ways people are loving your products. Who knows, maybe your eco-friendly straws will be the next big thing in crafting circles!
Do you feel inspired about adapting to a new market?
Leave me a voice note with your thoughts and I'll share my feedback in a future episode.
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Adaptability is Key: The 'Soccer Mom Pivot'
So Stanley saw soccer moms eyeing their tumblers and thought, "Why not?"
They expanded their line, mixing in colors and features that made every soccer field and PTA meeting a bit more stylish.
It's like realizing your homemade spicy jam isn't just for toast â it's a cocktail mixer, a glaze for chicken, and a secret weapon in chili.
When your audience's needs change, swirl that creativity around and see where it takes you.
Outgrowing Your Niche: When It's Time to Swim in Bigger Ponds
Ever feel like you're the big fish in a small pond, ready to leap into the ocean?
That's a sign of growth, baby!
Maybe you started with helping startups manage their social media, but now, you're eyeing corporate clients dreaming of viral campaigns.
It's okay to evolve; your business suit might just turn into a wetsuit as you dive into working in deep water.
Or maybe youâll get covered in Kevlar as you get involved with the military!
Niche Down to Rise Up: The Expertise Paradox
You don't need to be the jack-of-all-trades. Stanley mastered tumblers, and you can be the queen of, say, sustainable packaging for indie beauty brands.
Find that niche where you can be the go-to guru, and watch as your expertise becomes the lighthouse for clients navigating the murky waters of your industry.
For instance, I help people build businesses.
A partnership I absolutely could create is bringing in social media managers who can do that for my clients if my clients were asking for it.
Or choose your favorite app:
Embrace Change Like a Pro
Stanley's journey from work sites to fashionable outings is a masterclass in embracing change.
Your business might start with one idea, but who says you can't pivot to something even more fabulous?
That side hustle making quirky bookmarks? It could become a full-blown personalized gift empire.
Stay open, stay nimble, and dance with change â it's leading you to some exciting places.
And eventually, you may even find you outgrow your current clients!
Listening to the Market's Whispers (or Shouts)
Stanley listened when a new crowd wanted in on their tumblers, and your business should too.
Whether it's a sudden demand for your lavender-scented candles in yoga studios or your graphic design skills for ebook covers, tune in to those market signals.
They're like secret messages guiding you to your next big hit.
Your business journey, much like Stanley's adventure with tumblers, is about finding those intersections where your passion meets the world's needs.
It's about being fearless in the face of change, embracing the quirks of your audience, and always being ready to throw a little glitter on your offerings to make them shine.
So, my fabulous entrepreneur, what's your Stanley tumbler story?
Where will your curiosity and adaptability take you next? And as always, if you need help with figuring this out, feel free to book yourself in for a free generate income strategy call. The linkâs below!
Your next steps after listening
Realizing it's time to work with me? Book your free intial strategy call with me - weeniecast.com/strategycall
Get more support in your ADHD entrepreneur life by joining my hyperfocus community! - https://weeniecast.com/hyperfocus
Wanna get this content earlier, and totally unbleeped? Subscribe to the Apple Podcasts premium version of this show - https://weeniecast.com/winners
Want to just buy me a coffee in return for some helpful insight? Thank you! Here's where you can do that - https://www.buymeacoffee.com/katiethecoach
Or you can fill in this form with any questions you have!
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In this episode, I'm going to explain what
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your business can learn from Stanley's Tumblers. Hi, I'm
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Katie McManus, business strategist and money mindset coach. And welcome to the Weenie
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cast. If you've ever
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walked by a construction site, I guarantee you you've seen a certain kind
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of thermos, and it's metal and it's green
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and it's made by this company called Stan. And Stanley's been around
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for forever. My dad was a carpenter, and I'm
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sure we have them in my parents'house kicking around somewhere.
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They were often sold in hardware stores and really
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rough and tumble areas. I'm sure Home Depot has them. They
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have a very long history of being like the working
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man's thermos. They keep your coffee hot, they keep your water
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cold, and I think you can also put poop in it because a liquid
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is a liquid, right?
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Stanley has gone through kind of a shift lately
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because they created a tumblr
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that went wild with the
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Pinterest moms who want, like, a big thing of water with a
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straw. They shifted their ideal client. Essentially, they made a ton
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of money doing it. Stanley. The company used to make
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$70,000 a year. And in the last four
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years, after coming out with what they call the quencher,
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the thermos that has the straw on the top, kind of like what you see
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every soccer mom walking around with.
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They grew their market share to
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750,000,000 in four years.
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In 2019, they brought in 73 million.
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In 2021, they brought in
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194,000,000. It's
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insane. And why am I bringing this up? I'm not telling them.
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I promise I don't get kickbacks. If you want to go buy one, buy
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one. If you don't, don't worry, I'm not going to pressure you either way. But
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I bring it up to make a point that your ideal client is going to
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change. It's a natural progression for companies that are paying
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attention to how their products are being used and how their
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services are being sought out. Stanley, the company
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absolutely could have just stuck with their market share, could have just stuck with the
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construction guys and their thermoses and said, you know what?
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That's it. We're not interested in growing into any other markets.
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And yet they didn't. They
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noticed when soccer moms. I say soccer moms,
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lots of people got these, but it's kind of like the stereotypical Stanley
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carrier now. They lobbed onto these tumblers and made it part of their
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identity and it paid off. In your business, you're going to
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have similar choices to make. What I had to do in my business, for
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instance, I've talked about this many times. When I started my business, I started off
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as a dating coach for men. Only one guy signed up. The
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rest of my clients were women. And out of all of those clients, only one
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of the women actually stuck with the dating topic. Everyone else needed to work on
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how they were showing up at their job because they had really
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boundary setting. They weren't great at asserting themselves. So we ended up
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doing a lot of executive coaching and leadership training,
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which led me down the road of becoming an
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executive coach and a leadership development trainer in the
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background. A lot of my coaching friends were like, wait a minute, how are you
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getting clients? Because we're really struggling to get clients. And I realized
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I had completely taken for granted my whole career in sales and marketing
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and how I had kind of accidentally turned it into the system
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that worked for me. And when I started showing it to them, it started working
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for them and they started referring clients to me for this thing that I wasn't
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even selling. And I realized I liked it so much better.
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So I evolved my executive coaching and leadership training business
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into a business building business because I felt like I was
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teaching alchemy. Now after doing that for a couple of years, something
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funny, I noticed that most of my clients had
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ADHD and they were drawn to me. A because I'm
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pretty open about having ADHD and B because I
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work in a way that is really friendly to folks. With ADHD, there's
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no hard and fast. Here's what you need to do and how you need to
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do it and go, and you have to be my way the highway or get
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the hell out. My strategist
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are customizable to your personality, to
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your work style, to the things that you like to do and spend your time
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on, with a couple of exceptions, obviously. And that's how
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the weaning cast was born. That's how I started
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identifying as a business strategist and money mindset coach
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for ADHD business owners.
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There are a few signs that will pop up for you that will tell you
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that your ideal client or your niche is ready to
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change or evolve, and we're going to talk about that today. But we're
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also going to talk about what is going to be required of you to
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actually see it through to the other side because it's
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scary to change who you work with. It's scary to get
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more defined because you feel like, you're scaring people away.
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And sure, sometimes you are. But like
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Stanley, our dear friend, with the thermoses and the hot beverages and
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the cold beverages, you can choose to stick with the status quo, and
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hopefully it'll just stay the same. Or when opportunities
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like the soccer moms come a knocking,
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you can choose to run with them and hopefully
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have a similar surge in business. And fingers
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crossed that you jump from something like
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73 million to 194,000,000 in two
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years. If you do, please let me know. I would
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like to invest in your business, but maybe tell me before you surge
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so I can really get in with a good share price.
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So here are a few of the signs that your ideal client or your
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niche is wanting to change naturally.
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The first one is your niche is narrowing down
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naturally. Now, this is what happened for me. I started getting
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a lot of clients who all had ADHD,
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or they started working with me because they kind of suspected
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that they did, and then they ended up getting diagnosed with it. During our time
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together, if there was anyone out there who had a
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theory that ADHD is contagious, they'd have a very easy
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time coming up with bad evidence
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by looking at some of my clientele, because it seems that when
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people work with me, they get diagnosed with ADHD. It's not a causation
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thing, it's more of a coincidence thing.
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I don't cause ADHD in other people is what I'm saying. Okay. Don't come after
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me now. I absolutely didn't have to go with the ADHD thing. I could
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have just stayed a business strategist for heart centered service providers, which
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I still talk a lot about. However, one of the things that
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I saw is there were so many ADHD business owners who
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are looking for support and not finding
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neurodiversity friendly support. Like
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myself. I had so many coaches in the beginning years
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of my business that were neurotypical who
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didn't understand that my brain just worked differently and caused
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a lot of shame for me, really slowed me down because
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they made how I was working in my own business wrong because it wasn't
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their way. And when I started noticing this trend in
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my business, that a lot of folks that were maybe ADHD
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or definitely ADHD were coming to me, that there was this fear
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they had that they were going to be made wrong. And I realized instead of
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just having it kind of be an aside of, by the way, I have
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ADHD, and you're safe with me to stick this flag
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in the ground and say, no, this is an ADHD friendly space.
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This is a space designed for people whose brains
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work differently, whose brains have always had to
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bend like pretzels to fit into the model
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that has been handed to them. That's created by neurotypicals. We're not standing for
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that anymore. We're creating. That works for you in your business.
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Now, this could also happen. Like, for instance, when I said I was dating coach
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for men and I got pretty much all female clients. That's
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another instance of, like, your niche is kind of
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naturally shifting to something else. I've said it before, and I
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will say it a gazillion times. Again, picking a niche and
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discovering your ideal client is a dance with the universe.
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You're never going to find the right dance partner if you just sit on the
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sidelines. You have to get up and you have to get on the dance floor,
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and you have to dance with the first person. If they're the right
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person to dance with, you're going to dance with them all night. Congratulations. There you
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go. But if they're wrong, you're going to find your next partner,
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and you're going to find your next partner, and then the next partner is going
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to find you. It happens on the dance floor, it happens in
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your business, but it can't happen if you don't get up and
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start dancing. So that's one sign that your
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niche or your ideal client is wanting to narrow down
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further, is you're just naturally attracting a
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subset within your niche.
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The next sign is you're getting a lot of clients who are
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signing up for the thing that you offer and then saying, hey, can
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you also do this other thing? This
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is the quintessential Stanley example. They
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had a solid product that everyone knows
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and loves. And once you have a Stanley Thermos and you're in the
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Stanley Thermos family, like, once your friend drives over
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your Stanley with their pickup truck and squashes it, you're just going to go and
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replace your Stanley. But when the soccer moms came a knocking,
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said, hey, can you make more of these tumblers that you made once? We love
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them. It's a sign that you have a new market
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available to you. You have a new service offer that
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has a market that's ready to spend money on it. This is
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a tricky one because you know how I talk about Candy a lot. I talked
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about Candy a little bit in episode 66. It's also about how you can avoid
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going to jail with your testimonials. Great episode. I recommend you go check it out.
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But Candy Whiteis is basically where you have a bunch of clients who are all
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asking you to add different random things onto your service
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offering. Now, we want to be very careful around this,
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because when you have candy, you get spread way too thin
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doing way too many different things. And it's
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incredibly hard to continue to deliver
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at the level of excellence that you're used to when you're doing
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so many different things. But if you find
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that like 70% of your clients are saying, hey, can you also do
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this one other thing? And it's all the same, that is a
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beautiful sign from the universe saying, you need to start
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expanding into this area. And if not expand, then maybe create
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some partnerships so that you have other service providers who can come in and do
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that thing. For instance, I help people build businesses. A
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partnership I absolutely could create is bringing in social media
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managers who can do that for my clients if my clients were asking for
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it. The third sign that your ideal client is
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changing is, what am I going to say next? Well, you'll have to keep
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listening to find out. But first, squirrel, squirrel, squirrel,
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squirrel.
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The third sign that your ideal client is changing
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is, quite frankly, you start out growing them.
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I'll use kind of a fun example. So imagine through high school and
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college, you became a swim instructor. You were working with kids,
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and you really enjoyed showing five year olds
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that they didn't necessarily have to drown if they got in the pool, that they
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could go underwater and hold their breath and jump back up, and how they could
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tread water and do the breaststroke and do the front stroke and do the
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backstroke. You gave them this confidence, and it was something
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that just lit you up. It was kind of a side job. But as you
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progressed in your own swimming career, maybe you were given an opportunity to coach a
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swim team, and maybe the swim team was middle schoolers or high
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schoolers. And again, your swim career is
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progressing. Perhaps there's an opportunity that
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opens up the local college. They need someone to coach their swim
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team. And eventually, you've completely
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outgrown that initial first niche of teaching kids how to
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swim. And you're now working with semiprofessional
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swimmers on how they can improve their form so that they
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can win races. That's a really natural progression of
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outgrowing one niche and one ideal client and
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growing into the next level. Now, part of this
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is it happens naturally, because when you're just starting out,
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you have more accessible memories of what it was like to be a beginner. This
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is one of the reasons why a lot of the business building programs that are
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available in digital form, digital courses, pdfs,
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books that are written by people who have multimillion dollar
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businesses. Why? They don't actually help people who are just starting out to
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start their business. Because the person who created it is too far
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along. They don't understand the beginning steps anymore. They're too far away from
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it. They forgot a lot of bits. And of course, their
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advice is still going to be helpful, but it's not necessarily right for
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the person who's just starting out. Something that you want to pay attention
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to is where do you feel drawn to work with people? Is it
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changing over time? And are you losing touch with
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where your clients are in the here and now?
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If you're feeling drawn to move forward or if you're losing touch,
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those are both signs that you're outgrowing your current client.
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This is one of the areas of your business where being a weenie is
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going to limit you. Because the only thing that will hold you back is
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fear. The fear that if you narrow your niche further, that you're going to
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scare too many people away and you're not going to be able to make money.
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The fear that you're not qualified enough to do this
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other thing, to expand into a new market, to offer a new
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service. The fear that if you leave this
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niche or this ideal client that you're outgrowing behind, you're never going to
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get new business. And really, the thing
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that is going to help you get over this
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is by just stepping into the audacity to
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be a leading expert. Now, when I talk
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about having the audacity to be a leading expert, I'm
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going to use one example that is kind of fraudy.
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But I say this because I know you're
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qualified. I know you're good at what you do. I know that you're an expert,
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even if you don't see yourself as an expert. So I want you to
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imagine like your typical Chad. And Chad just got back from
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a three week trip in Italy. Chad is talking
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like he is the ambassador to Italy. He's acting
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like he knows everything. He's trying to tell you about the local
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economy, about the language, about how people dress,
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about the food. He's telling you about the wines. He's completely
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mispronouncing them, but he's saying them very confidently.
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Okay. Chad has no problem acting like
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he's the leading italian expert in the whole fucking
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world. You start talking about Michelangelo, and he's going to start
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mansplaining you about the Mona Lisa. If you know anything about art that was not
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made by Michelangelo. Chad has a lot of confidence. It's
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misplaced, probably compensating for something,
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but that's a conversation for another day. What we want to take from
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Chad is the audacity he has
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to see himself as a leading expert. Now, if
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you don't necessarily want to channel your inner Chad, I want you to think about
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a four year old wearing a batman shirt. Think about the confidence they walk
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into the room with. They think they have.
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You know, they may have just gotten Batman shoes that run really,
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really fast, and they want you to watch. The thing about having
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ADHD is we are constantly crippled by our imposter
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syndrome, right? Because we're generalists. We jump
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from hobby to hobby, interest to interest. We know a little about a
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lot of things. But me, an expert, who am I to
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say I'm an expert in anything? Ooh,
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that's probably what you're thinking right now. And to you I say, you
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got to suck it up, buttercup. You've been doing this for how
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long now? One of the reasons we hold ourselves
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back from declaring that we are a leading
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expert in our respective fields is because we look
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around and we see people who've done more than us. If you were to go
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and look up in any dictionary the meaning of the word
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expert, nowhere in there
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does it say someone who has a PhD on a topic.
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Nowhere in that definition is it going to say someone who has written at
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least 20 books on a topic. It doesn't say that you have
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to be the best in the field. It doesn't say that you have to have
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your own tv show. It doesn't say that you have to have been interviewed by
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Oprah. The definition of an expert is a person who has a
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comprehensive and authoritative knowledge of a skill or
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a particular area. By that definition, you are an
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expert on numerous things. You might be an expert
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cook. You might be an expert gardener. You might be an expert
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coach. You might be an expert computer programmer.
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You don't have to have a PhD or even a degree on
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these things to be an expert. And I know it's intimidating
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when you look around and you see all these people in these fields who have
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all the bells and whistles. I'm a leading expert. But do you know where they
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started? They started where you are right now. They had the fucking
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audacity to say, you know what? I'm going to step into my
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leading expert pants and I'm just going to own it. I'm going to lead
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into it, and just start walking around in
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them like you belong in them. No one's going to know the
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difference. I mean, unless you're a fraud like Chad,
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but, I mean, you're probably not. I
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don't tend to draw on as many chads as some people might think.
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The magical thing, when you embrace the
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audacity to be the leading expert and you start really
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engaging with your ideal clients in a way that you
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can allow it to change, you can allow your niche to
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evolve, you end up making a lot more money. Leading
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experts, someone who is an expert in a very specific field,
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make a lot more money than just generalists. Case in
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point, neurosurgeons make a lot more money than just
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general practitioner doctors. Very few people have a steady enough
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hand to cut into a brain and have it go, well. Many,
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many very talented general practitioner doctors
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would unalive you if they tried that. Hey, they shake a little
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bit. You also open the door to more markets. And I
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don't just mean the Stanley example of this, where you're selling
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to one market and then you get to add to another. I mean, you can
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take over different tiers of the market as you grow
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into your expertness. You can roll
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out programs that help people who are just starting out. You can
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work one on one with the top tier people in your
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field. You can launch programs that help everyone. In between,
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you have the ability and the authority to be the person that everyone
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turns to in this area, and the best result
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is that you become the de facto expert. You have to
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work less hard to be known as the person people should go
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to for help with this thing. I guarantee you there are tumblr
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companies out there that are wondering, how are we going to convince
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people that we're as good or better than the
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Stanley Tumblr? It's a lot of work, but once they figure it
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out, once they convince people, once they own that market
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share, they're going to have no problem. They're going to be the de facto go
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to Tumbler for people who really like their cold drinks cold and their
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hot drinks hot. And whenever we talk about
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expertiseness, being the leading expert in
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something, we tend to think you have to know absolutely everything
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in your field. You do not. You
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absolutely do not. There are people who
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work in the bra industry who might need to know a lot about all the
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different kinds of bras and how you construct them and how you manufacture them
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and how you market them and all that stuff, right? There are also
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people who work strictly in the nipple cover
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industry, okay? It's a very small area of the bra
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boob industry. All they focus on is
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creating little things that just cover your nipples so you can't see them through
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your shirt. That's what they're the expert on. They don't have to be an expert
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on the greater bra boob industry. They can just be an
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expert in nipples. And here is your full permission
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to be your own version of that nipple expert.
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If you're ready to stop being a weenie and actually run a business that makes
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money, then go ahead and book a generate income
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strategy call with me by going to
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weeniecast.com strategycall.
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On this call, we will talk about your goals, your dreams,
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and your frustrations in getting there. And if it's a fit
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for both of us, then we can talk about different ways to work together.
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There are people whose jobs are literally to create boob
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tape. This is a job like, there are
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engineers and inventors and
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manufacturers that literally just make boob tape. And then
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what is this? I haven't actually used these. I bought them
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and I haven't used them yet. And then
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we have. These are called Nippy's skin.
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This is someone's job. This is a whole industry.
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Whole companies are made around this.
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Squirrel, squirrel, squirrel, squirrel.