Listen to the full interview here ( 44:14 minutes)
Hey guys. Jake Carlson here, host of the modern leadership podcast. Are you ready to focus on amplifying your leadership superpowers? Let’s go.
Welcome my friends to episode 10 of the modern leadership podcast. Can you believe it? Double digits already. I’m having so much fun with this new show and we have had some incredible episode so far like this one today. You know, I love to bring on guests that are rocking the leadership world, people who inspire us to great heights through their journey, and today I want to introduce Tom Schwab, a leadership rockstar. Tom knows how to build online businesses. It comes down to marketing and really isn’t that the way we build any kind of business. Marketing at its heart is starting conversations with ideal customers and he does this by helping small businesses, entrepreneurs and solopreneurs get featured on leading podcasts like the modern leadership podcasts, turning listeners into customers. Tom, I’m a small business owner. Let’s start the conversation. How are you today, jake? I couldn’t be better.
I am thrilled to be here and so excited to talk with you, although I have to say your voice sounds a little bit different to me. I’m used to listening to you at one and a half or two times speed when I listened to your podcast, so we got to listen to live here and you know this. It’s interesting that you say that because I recommend to all my listeners to kick it up a half a notch or a little bit because when I listened to my own podcast, which I listened to him every time, so I make sure I, you know, what I say and, and everything’s coming out. All right. I think I sold so much more enthusiastic, so go ahead and pump it up a little bit and, uh, enjoy the conversation. Now, Tom, we didn’t mention your company name in the intro interview valet.
Can you give us a little bit background, anything we missed in the bio and, and talk about interview valet just a bit. Sure. And really it comes from you’re the smartest people are your customers and they’ll keep telling you what they love and what they load. And if you go back all the way to the beginning, my background is an engineer. You know, my first job out of college was running nuclear power plants. So I’ve always looked at things as systems that work and can be improved. And so when I started building a biome business, we did it with inbound marketing and you know, it’s basically using content in order to, you know, attract customers, engage them, delight them. And you know, 10 years ago blogs worked really good for that. And a few years ago when we started to help other companies do that, one of the things that we noticed was that blogs weren’t converting nearly as well as they used to, you know, it was almost saturated.
And we had one client that just had a great voice, had great stories. I sounded a lot like zig ziglar and his blogs just weren’t converting. And so we said, well, I’m wondering if you could almost get them on a podcast. Almost do it like guest blogging, you know, put them in front of somebody else and we were amazed at the amount of traffic that came from that, the engagement. And so with that, you know, as an engineer I’m like well is this a one off? Can we test this? So over the last few years we’ve tested, we’ve improved it and really have a system now. And really it’s the idea of it lets our clients be the guest and we take care of all the rest. We take care of the pitching, the prospecting, the preparation, they do the performance, but then you know, we do the things that are like the inbound marketing side of it where, you know, progressing them from visitors or listeners to visitors to leads and then promoted enough social media and through all of it we keep protesting it, you know, and what works we double down on and what doesn’t.
We stopped doing well and I’ve worked a little bit with interview interview valet as far as having some of the guests on my show and for the audience. We have a few more guests coming up in the coming months and the people that you’re working with are just outstanding and they’re coming prepared and they’re ready to have an engaging conversation. That’s very interesting. And so how do you go about this systematized process? How do you get the guests that are ready to come on the show and talk about what their expertise are? How do you translate that idea into actual reality? Because you’re not standing there holding their hand when they come on the show. They’re doing that kind of themselves with a little coaching I imagined from behind it is. And there’s some coaching. But what we have found is it’s not just the interview that, um, that makes the business results, right?
Getting on a podcast is easy. There’s 400,000 podcasts out there. Um, just to get on one is super easy, but that doesn’t mean that it’s the right one or that give you business results. And before we even start working with a client or a customer, we look and say, do you have the foundation for what you need to, to really leverage podcast interviews? And we looked back at our first hundred clients and said, what made the difference of awesome results and what made the difference between just good results? And one of the things we found was it’s, there’s three factors and they sort of multiply on each other. So it’s message, market and machine, you know, the message, do you have stories to tell as opposed to just something to sell because nobody likes to listen to an infomercial, you know, the market is, do you know who you want to talk with and do you have something that can add them value, you know, we had an author come to us one time and we said, well, who’s your ideal customer?
Who Do you want to talk to? And he came back and said, well, anybody that’s got $20 and wants to read a book. And I’m like, no, that’s, you know, this podcast is very, very targeted. You know, you don’t want to waste people’s time, you want to give them good information. So, uh, and then the final one is the machine. So do you have a, a website, a social media presence that is going to instill confidence. So after somebody hears you on a podcast and they go to your website or check in on social media, is that going to help you or hurt you? So with all of that, we, we’d go to our clients first and say, do you have the message, the market and the machine? If not, here’s some things you can do and then we’d be happy to work with you.
Uh, from the standpoint of, uh, you know, we just, you know, ultimately we don’t want more customers. We want raving fans that get great results with this. So we make sure that they’ve got that foundation there. And then the final part is, is the batch, you know, we focus on three verticals really, which is business, which is our biggest one. Faith in Christianity. And then health, nutrition and wellness. A couple of weeks ago I was talking to a comedian, seriously, a real comedian, and he’s like, you know, could I use this podcast appearances to grow my business to get more shows and all the rest of that. And I’m like, I am certain it would work for you, but that’s not a vertical we focus in. So best of luck to you. Let me help you in any way I can, but, uh, that’s not our vertical.
And tell him I want to unpack a little bit of what you said there because although you were talking about podcasting and you were talking about getting guests on different shows. If we really sit down and we unpack what you said, it is transferable across all industries and across all businesses and what you’re saying is you find what you’re good at and then you work with the people who meet the needs that you have in the offers that you can have. And you know, I’m reading a book right now and the focus of this book, and by the way, he’s going to be a guest on the podcast coming up, Mike mccollough woods. And not sure if you’ve heard of the pumpkin plan and profit first and all of us. And he’s going to be on the show here in a couple of weeks. And so I’ve been really diving into all his books to make sure that I’m prepared to talk with him and one of the things that he talks about, I mean the big deal that he’s talking about and I think you’re saying it as well, and that is find where your good find where your skills and your passion, your desire, the abilities that you have to add value, find where those are and then go and find those ideal clients, those ideal customers.
And then together you guys can reach heights that you wouldn’t be able to reach. And one of the stories he tells, in fact in profit first, I was just reading it last night. He talks about his, uh, the guy who does the leafs at his house. And when he comes by to Dooley’s, one of the things he says is, Oh, I noticed one of the shingles on your roof is missing. I’ll go up there and fix that. Well, once you start becoming the Jack of all trades, you are the expert of none. And so I think what you’re saying, Tom, is if you want to be successful in the podcasting business or if you want to be successful in any business, it really is these three things, understanding your message and how it relates to your ideal client, understand the market which is understanding your ideal client.
And then finally your machine, your process of getting to that market. And is that what I’m hearing very much jake. And you know, I always say the worst business advice I ever got was from my grandfather and it’s the only wrong thing that old Irishman ever told me, but when I was probably 18, 19 years old, he told me, choose carefully who you drink with because you can’t choose who you work with. Now, for him that was true. I mean he was a mechanic in a small town. If you came in with the car, you were his customer. But for us it’s so much different and we’ve got access to billions of potential customers and we don’t need and shouldn’t want to work with all of them. We just need to find the people that we can thrill. And that will be thrilled by what we do and I think that’s why podcasting works so well.
You know, if somebody hears you for 30 or 45 minutes and they’re like, man, that was interesting. But they move on from there. Well that’s great. But if somebody goes, wow, I really resonate with that person, I like them. I could see working with them. Their product seems like it could help me. Well those are the people you want to work with. You know, I, I was on a panel discussion, oh about a year ago and somebody up there said that you should get 50 new leads a day for your business and this was, you know, a solo preneurs. And I scratched my head and I’m like, I couldn’t take 50 new clients a day. And she’s like, no, not, not clients, but just leads. And I’m like, well why would you want leads if they wouldn’t become clients? And I think with podcast interviews, what you find is that the leads that you have, they close much quicker.
They’re much more qualified. They’re hot leads because if they’ve listened to you for 30 or 45 minutes and then come to engage, you know, they’re already a hot, hot lead from there. So from that standpoint, you’re not wasting their time. They’re not wasting your time. Uh, they’ve sort of pre qualified themselves and we talk about different learning styles. We talk about people who learn by seeing, you know, they, they want to read the white board, they want to read the chalkboard, they want to read the book and that’s how they learn. You talk about people who learn by seeing and they like to go to youtube and watch slideshows or they go to linkedin and watch slideshare and you talk about these audible learners and people who are just consuming information. And when you talk about someone who’s willing to sit down and listen to what you have to say for 30 to 45 minutes, you know, there is a deep relationship bond that happens there.
And I’m sure this has happened to you, Tom, when you’re at a conference and you meet one of your listeners and they come up to you and they start talking about life things that you have talked about on your podcast because they are already best friends with you. They have had you in their ears, some of their most intimate moments of running at the gym or walking on the beach or driving to work in the car. And because of that they’ve created a relationship. And so I would absolutely agree that as you get these guests on the shows and as they add value, the relationship that the client relationship that is created through that experience is like none other. I mean there’s nothing else out there right now that is more focused with less interruptions than listening to a podcast. So that’s why for almost three years now we’ve been doing a weekly podcast.
We just love it. And you so right jake, because from the standpoint of people are still talking about how do you break through the noise? Well, I was on a plane a while back and it struck me that the gentleman next to me could have been my ideal customer, but there was no breaking through the noise to talk with them. Right. He had his headphones on. The only way that I was going to have to break through the noise was to get into the conversation. And then I was on the bus going from the airport, uh, downtown. It was the same thing. People were choosing what they listened to. So to me, try to break through the noise. That’s a losing opportunity. You need to get in on the conversation. And the conversations are so intimate in podcasts, you know, I’ve had the discussion to have what converts best.
Is it video or is it audio? And while I’m more of a visual learner, so from the standpoint of I will not read an instruction manual, but if I go to youtube and find the video that shows how to do it, boom, I can nail it. But from that standpoint, um, we don’t always have time to watch the entire video because podcast, he’s probably the only thing you can do listening to it while you’re multitasking. And I’d almost argue that it’s more intimate with a podcast than it is a video because if we have a video, you’re not sure, is this take number one or is this take number four? Are there cue cards? Is there a teleprompter? You know, do I have my, uh, my video voice on all the rest of that. But when you’re doing a podcast, you know, it’s almost like you and I are sitting down having coffee and somebody is in the next booth over with their back to us and they’re just listening to it out of the conversation, you know, the jokes, the ans, the arms, all the rest of that.
And I think that’s why it connects so well. And I think that we’re going to see more and more of this. And part of the reason that we talk about, you know, you me visual learners and now we’re starting to go into youtube is because of how we’ve been raised. You know, we’ve been, we were raised reading books, we were raised watching TV or watching movies and so we’re used to seeing things written and we’re used to seeing things on video. We’re not used to hearing, you know, these kinds of stories that are in our headphones as we’re running at the gym. And the only thing previous that was like, this was like, am radio was like talk radio and if you weren’t into politics or some of the political discussions, there really wasn’t any medium for you to just sit. Let me add, not just politics but also sports.
There was sports talk radio, but now you can have any kind of conversation that you want if you’re into leadership. Hey, guess what? Modern leadership podcasts, if you’re into dancing, if you’re into yoga, if you’re into scuba diving, there is something out there for 400,000 podcasts going right now. There’s a lot out there for ya. I was shocked to the other. Jj, have you ever heard of pickleball? Uh, yes I have. And it starting to gain a lot of popularity. I had never heard of it before, but somebody explained to me what it was and that there are eight podcasts right now focused on pickleball. Can you, so even if even if that is your, your niche there someplace that you can go and probably get eight hours of content a week on that. And I think of it from a, from an advertiser standpoint, you know, if I have the best pickleball equipment in the world, where am I going to advertise that, you know, it’s not going to be on the superbowl commercial is probably not going to be on facebook ads.
It’s probably going to be getting on those podcasts and talking about it because, you know, it’s like at that point, um, you know, a fish in a barrel, you know, everybody right there what they’re interested in and because they’ve listened to a whole bunch of you, when you say something, it resonates. Well, Tom, I know you and I are both so passionate about this podcasting medium. I think you and I could talk about this for a couple hours and still have a lot to say, but I want to talk about a few other things as long as I’ve got your ear now to bend. I want to talk about how do you keep your business life separated from your personal life or how do you work on your business and not work in your business or, you know, take that any way that you’d like. Yeah. For me it’s a, it’s a struggle and I think a lot of entrepreneurs, their um, their life is their business and I don’t look at it a work life balance.
You know, I love what I do. I love my business and as part of my life, that being said, I don’t want it to be just my life, right? Because if your entire identity is just around your business, that can be a scary thing. Even to the point when you sell your business or retire, uh, that can, that can be devastating. So for me, I’m a quite a few years ago, a buddy of mine and I decided that we would never retire because if we retired, we drive our wives crazy. So we decided that retirement was doing interesting things with fun people and writing off all the prophets as a, as tax deductions. And so really that’s the way I look at my business right now. I love what I do. I’m doing interesting things, working with fun people, um, and writing off the profits is as a tax deduction.
So to me, those interact right there. I think the biggest challenge I have, Jake sometimes is not working on my business but in my business and I’ve got right now I’m on my, my computer, there’s a picture and it’s a two kids on a teeter totter and one of the things and underneath it it says you’re not helping when you’re helping. And so I, I, it’s a constant reminder to myself that if I want leverage, it’s not doing it myself, but teaching other people to do it. And you know, from a leadership standpoint, you don’t judge a leader by how things work when he’s there, you judge a leader by how things work when he’s not there or she. Yeah. And, and you bring up an, an amazing, a good point there about, you know, as a leader, you got to allow your people to do what they do best.
You know, you have skills, you have these quality, these traits that can really take the company to the next level. But you can’t do everything. They’re not all your skills, they’re not all your traits. And you got to bring people in, surround yourself with people who can help take you to the next level. Now with that, sometimes it’s a balance. Sometimes it’s trying to figure out where you fit in. And especially as you work with solopreneurs and with small businesses, I would imagine that you bump into a lot of people who are wearing a lot of different hats. And so how do you. What do you recommend to those small business owners? You’re talking to me here. I’m a small business owner. I’m wearing a lot of hats. How do we determine what’s important for us to work on? And then how do we make that transition?
Step two, you know, maybe hiring somebody or eliminating some of these things. Yeah. And I think, you know, who I’m preaching to myself with this also because I think most people struggle with this, right? Um, it’s, it’s, it’s the curse of the creative. There’s so many things we could do, but it doesn’t mean we should do all of those. And the older I get, the more I realized that there’s a lot of things that you can do but not do well and you only get paid for things that you do with excellence. You know, that zone of genius. Um, and so I would always ask people, you know, Sinatra only sang, um, what is your thing that only you can do? And this really came from one of our clients, right? He came to us and we were teaching this system of how to do podcast interview marketing because it’s not magic, you know, it’s a system that we’ve put together.
And he came to us and said, I understand it, but Sinatra only sang. And I said, well, what do you mean by that? He says, well, I want to be the guest. You take care of all the rest. He says, I can do things with excellence. You know, I can tell the company story, I can be the front man and, and tell our story. And that’s something that only I can do because I know that. But he said all these other things, I need you to be the Roadie for that. So I think with all of that, just look and say, what’s the one thing that I can do and that can get roadies around me to help me do those other things. Because there’s other people that can do that with excellence and you know, you’re, you’re stealing from them if you don’t let them offer or the work in their area of genius.
And you’re also, um, almost stealing from the audience if you don’t give them your best. Think about it. You know, if, uh, if the rolling stones had to move all of their equipment, you know, they probably would have done one 10th of the albums and a one 100th of the concerts. So really how can you leverage what you bring the most value with and it’s something that I think we all have to struggle with day in and day out. What a great example that you just gave there with the rolling stones. You know, I have had a number of guests come on the show and we’ve always talked about balance and we’ve always talked about, you know, you’ve heard the quote, you know, he who chases two rabbits, loses both of them. And the way you described it with the rolling stones just absolutely resonated with me.
It made so much sense because there are a lot of bands out there that are hauling their own gear. I had a next door neighbor in one of our previous places that we lived who was in a band and he had a van out in front of his house. The had all the equipment and he would spend three hours before the show, hauling it out there, setting it all up, playing the Gig, taking it down, putting it back in the van and driving it to his driveway and he wasn’t making any traction. And the reason was is because he was losing six hours every time they performed where he couldn’t be writing new songs or couldn’t be marketing or out there signing autographs or having you know, parties with people who wanted to see all these kinds of things that he wasn’t able to do because he was spending time doing something that he probably shouldn’t have been doing.
And if you want to be serious about your success, you got to find out what only you can do. Which is, hey, rolling stones. You play music or Sinatra and let somebody else do the stuff that you. That you shouldn’t be doing. And the thing is, Jake, is that, that guy that was your next door neighbor, God love him. He was working hard in some ways. I’d say he was probably working harder than the rolling stones, right? Because what he was doing was actually work. What they were doing was in the zone of genius there. I’m sure that guy would have much rather been sitting around playing or writing songs or doing the things that were fun as opposed to haul in the equipment. So sometimes, uh, we’re working hard but not, not getting the results with it. And I think as an entrepreneur or as a small business owner, one of the things here to keep in mind is that as an entrepreneur, as a small business leader, you have a little bit of risk built into you already and you’ve got to understand that you’re going to have to stretch a little bit for my next door neighbor to hire somebody to do this equipment was going to require some cash outlay.
He may not have had it. He may have said to himself, I have more time right now. Then I have money. But when you’re looking for the long term, when you’re looking at what can help take you to the next level, you got to take that strategic investment, invest in your future in yourself, and the return will be amazing. So I, I appreciate that. I wanted to come back on something that you said a little bit earlier and make sure that we didn’t gloss over it because it’s something that I absolutely believe in my life and in my career. And that is, you decided you were not going to retire. And I want to ask you just a little bit about that. What does that mean to you? I’m not going to retire. To me it’s, um, I believe that we’re put on this earth to serve, to be creative, to do those things.
And I’ve seen so many people were at a certain point they stopped that and they get old real quick or they just, they died, they lose their purpose in that. And, uh, you could probably to, you know, coaches, uh, Joe Paterno, um, bear bryant to all the rest of that, you know, they died the season after they, they ended, you could point to people right now that are on the supreme court that are still productive in their eighties. So what’s this magic thing about when I get enough money or when I turned 65, that all of that ends now I may not keep that same level or that same pace right now. Even my wife and I tried living in a different city every week, one week out of the month because I’ve got a virtual business. I can, I can do that. And to me it’s that work play thing that we talked about before.
So that standpoint of Min vacation, I’m well and I’m still dealing with a, you know, business things I might get up at, you know, especially on the west coast with the time change. I might be up at 3:00 AM and I’ll work from 3:00 AM to 11, but the rest of the day is open. So from that standpoint, some people would say, are you retired in the afternoons? We’ll sure, but I’m still doing the fun things in the morning. Uh, two carbon question, when people ask a b, how often or how much I work each week. Uh, I always say probably, you know, 10 to 15 hours because that’s what I consider actually work the rest of the time I’m having fun. My wife would look at it and say, now he’s working, you know, 50 hours a week. So it’s really how you look at it.
It’s all a matter of perspective. And the reason that I asked you about retire is because over here on modern leadership, and what I teach is that there’s three stages in life after you get basically done with your undergraduate college. Uh, the three stages are this, learn, earn, retire, and so, right as you come out of college, you go into this learning phase where you’re in your first job. Maybe it’s not your first career yet, and you’re really learning what it takes to work hard and be reliable and get the things done. Learning how to work with a boss, these kind of things, and once you master that, you can move to the next level which is the earning phase and this is where you have to put in a lot of nights and a lot of weekends. This is where you distinguish yourself from the rest of the pack where you’re really putting in the time earning your keep and showing people your value and then you pass into this third stage which I call retire, but happens at n.
It could happen at 40, it could happen at 50, at 65, at 70 or 80 because to me retirement is not about sitting on the porch sipping ice tea and talking about the weather. Retirement is being able to do what you want to do when you want to do it. So for you, yes, you got to get up and you got to work at three in the morning, but come one in the afternoon. I don’t know if you’re a golfer, but you could be out on the golf course doing what you want to do and nobody is telling you, Tom, you’re not going golfing today. Well, maybe your wife is, but you know at that point in your life and in your career, if you think of a lawyer, if you think of a doctor, you think of somebody that working in finances, but they’ve worked hard throughout their life. They’ve learned, they’ve earned and now they’re at the point where they can decide, hey, I’m going to take an hour and a half lunch today instead of an hour and so on and so forth, and that’s why I wanted to ask you about that. Moving on real quick to another topic that I wanted to talk about and that is we love talking to mentors and mentorship on the podcast and how do you get as a mentor, you know, as you, as you go through life and as you go your career, you
have opportunities to take people along and with interview, interview valet. One of the things you get the opportunity to do is you get people who want to be on podcasts but they might not be ready. So how do you get them to reach their full potential and not just in the podcasting realm, but in life and in mentorship. How do you take people to the next level? I think everybody, you know, needs to be a mentor and Nice to have a mentor because we’re all making it up as we go. Right? You’ve never been to where you’re going most of the time there. Um, and so sometimes it’s just, you know, showing them what is possible, showing them the roadmap of that, giving them the encouragement and the belief in them. Also, um, I’m a big, big proponent of mastermind groups because, you know, that collective, that ideas, the support that comes from that is just amazing.
And also with the technology now, it’s so easy to connect with people throughout the world and, you know, it’s, what is it? The Jim Rohn said, you’re the average of the five people you spend the most time with as, as entrepreneurs, as business owners. If we’re just spending time in our office, uh, with ourselves or the limited amount of people we have around us, we’re never going to get better. We need to intentionally go out there and find different people. And uh, so for me that, that thing with masterminds has been so, so powerful. Jake, and especially in the, in the days that we live now, and especially as we move into the future, our jobs are becoming much more isolated. I look at my business, you know, 10 years ago you couldn’t do what I do and you couldn’t do what you do. And if we allow it, we can fall into this, hey, I’m working behind my computer.
I’m in a closed room. I’m by myself. And I think as we progress into the future, more and more jobs are going to be isolated like this. We’re going to have to seek out opportunities for ourselves to interact, whether it’s getting people and doing a podcast, whether it’s a mastermind or whether it’s just going out for happy hour. We’re going to have to force ourselves to go and create these opportunities. You know, 10 slash 20 slash 15, 50 years ago, there was the water cooler that you could stand around and talk nowadays with the globalization of the economy where people from all over the world are trying to work together. There’s not the same water cooler if you know, there is a water cooler though, but it’s not the same. Right. And Jake, you’re so right, because, you know, in nature, the only way that plants bear fruit is through crosspollination and I think it’s the same way in our lives.
You’ve got to cross pollinate yourself with new ideas, new people, all the rest of that. And in nature it happens, you know, just normally. But I don’t think it always happens in our lives, you know, so we used to have the water cooler that we could cross pollinate at. Now when we’re sitting behind our computers, it’s easy to be isolated. But with the tools that we have today with the connections, all the rest of that, you know, if you today, if you’re having an internet connection and you’re ignorant or isolated, it’s really by choice and it’s absolutely right. Absolutely. So what role have mentors at masterminds played in your success? To me it’s been, it’s taken me to where I am right now. I look back at, you know, I, I wouldn’t have gone to the college I did if it wasn’t for a boss that, uh, that believed in me, uh, you know, I wouldn’t be a man that I am today if it hadn’t been for the captain of the first ship I was on and the example that he set of what being a leader is and you know, throughout all my advancements I can say that with somebody that I could point to that really made a difference and they may not have even known that.
And I always keep that in mind. I try to help other people. And really from the mastermind, I’ve just gotten involved in those probably in the last five years. And that’s really just opened up an entire new world to me. Um, new ideas and uh, just, uh, the mastermind has been so important. Not just to my business life, but in my personal life, my spiritual life. Uh, just having a, a group of people around us, you know, the worst thing that we can do to somebody, you know, it’s cruel and unusual punishment to put somebody in solitary confinement, but yet think of how many of us do it to ourselves, put us in solitary confinement. So, uh, to me what you need, you know, we were being made to be in community and to be in connection. Uh, so I think we always have to do that.
And it’s a very interesting visual, you know, I’ve been in Prague here for the last 75 days and one of the things we’ve gone out to see as some of the concentration camps from World War II and as we went on these tours, they talked about the isolation. They talked about how they would put these prisoners or, or uh, uh, some of the Jews in these isolation chambers where they had no light and they had no interaction with people and how that was the worst punishment that they could give them a. and it’s just, it’s a visual that has a lot of impact. So before I get to the next section, I do want to ask one last question about mentoring and masterminds and that is, how do you recommend some of us younger folk that don’t have a mastermind? And I say us, I, I have my mastermind groups and I’m not necessarily younger either, but how do you recommend for some of us to go out and find a mastermind group or to get involved in these mastermind societies groups that can help us?
Yeah. I think the big part is just making yourself aware and letting other people know that that’s what you’re looking for and being open to that. Um, I’m always amazed that, uh, you know, the best masterminds aren’t the ones that are advertised on facebook, but it’s that you get invited from somebody else that says, hey, you know, jake would be a great addition to this group. So being open to that. And the other thing too is that, um, you know, I often tell people you can learn how to do a mastermind, you know, either by trial or error or getting another one. But if you’ve got some likeminded people to say, Hey, let’s get together. And you know, especially now with the Internet, it’s so easy, it’s so free, uh, you know, to jump on skype or Google hangouts or, you know, the masterminds that I’m in, we use zoom, which is, you know, $9 a month and no matter where we are on our smartphones behind a desktop, you can connect from there and we’ve got people throughout the world and it can get together and talk, go through the agenda, uh, and hour each each month or an hour each week.
So from that standpoint, I think more and more from a popping up and then also look and say, what do I want to get out of this? Is it just, you know, an industry specific one where I want to be in St people, uh, in the same industry? Or do I want one this more diverse? Uh, I like the diversity of it from the standpoint of, you know, my friend did the United Arab Emirates. He sees the world a whole lot different than I do in the United States. Even somebody Canada sees it differently and you know, what they see and their industry which is normal to them just becomes amazing to me. So I think that those new ideas are so powerful. So just go out and look at, uh, you know, Google it, ask around, Hey, do you know any good masterminds? And if enough people say no, but that sounds like a neat idea.
We’ll start your own excellent, excellent advice. And uh, I’m reminded of the thought that if you, and I think the same on everything, one of us is irrelevant. So I love having the diversity and the, and the mixture of thought. And I love what you said. You know, if you go to facebook and you see somebody saying, hey, I got a mastermind, join me. Versus when you’re just in a facebook group and a couple people start talking and you say, hey, why don’t we just get together on a weekly basis and go a little deeper? I think there’s some real value in that. So appreciate that. Tom. I see our time is running just a little bit thin and there’s a new section of the podcast that I’m just loving, it’s called learning from leaders where we just do a few rapid fire questions and that get a little bit more knowledge of who you are and so if you’re okay with it, I’m ready to get going.
You want to jump into the learning from leaders section? I love this section. I’ve ready a perfect book currently on your kindle or bedside table? Yeah, it’s play bigger. Uh, the subtitle on it is how pirates dreamers and innovators create and dominate markets, uh, changed the way I viewed the entire world. It’s not about brand design anymore. It’s about category design. Highly, highly recommended book. Best movie ever made. I’d have to say it’s a wonderful life. I know it’s a Christmas movie, but I probably watched that two or three times a year just to remind me of how blessed we are and how to put things in perspective, especially as an entrepreneur. It’s a good movie and I’m not supposed to jump in here, but I will say we’ve been overseas and I wanted to watch it so bad at Christmas this year, but we couldn’t get it.
So how about your leadership superpower? To me it’s got to be tenacity, uh, that, uh, I, I just keep going. I had once had a client that told me he didn’t know if I was the, uh, uh, the stupidest a sales rep do you ever seen or the most tenacious, but I just wouldn’t go away. And uh, he went on to become my best client ever in a good friend. How about a motivational quote, philosophy or mantra? For me, it’s got to be this. What’s ordinary to you is amazing to others. And I think that’s why podcasts works so well. We’ve all got something that we think everybody knows, but boy, when you share that with it, other people are like, that’s amazing. So never forget that’s what’s ordinary to you is amazing to others. If you could leave just one leadership trait to your kids or to the next generation, what would it be?
Belief in people. Um, you know, there’s, there’s a lot of problems in the world, there’s, there’s, there’s evil, but boy, you know, there’s, there’s more good in the world, there’s more things to be excited about. So just having that belief in the innate goodness of people about the, um, the, the possibilities in the future, you know, if you wake up in the morning and you don’t pinch yourself over all the cool things that we’ve got a, then you’re missing out. I absolutely agree 100 percent and just take a little bit of time overseas and see the great people that are living in different conditions and different parts of the world. It’s absolutely amazing. Final question, learning from leaders, best book ever written. Boy, this is tough. First I wanted to say podcast guest profits by Tom Schwab, but like, no, that’s, that would be a lie and that would be really vain to.
But that was a census plug there too. Um, I’d have to say, thou shall prosper by Rabbi Daniel Lapin and you know, I’m not even a Jewish, but I’ve loved that book because it just talked about, um, you talked about the, the, uh, the concentration camps there in, uh, in Poland and everything, and it talks about, you know, how the Jewish people have had a stroke or have done so well even in the light of the problems they’ve had throughout the centuries. And he just puts money in a different perspective. He puts service and a different perspective even business. So I always recommend to people, thou shall prosper, uh, by, by, by Rabbi Daniel Lapin. And you’re not going to believe this, Tom, but this is the second time that this book has been recommended on the podcast. Of course, the first time it was recommended was by a good friend and business partner of yours, a Ron Walker.
But, uh, we are on the modern leadership book club using, Thou shall prosper, is one of our books coming up in a few months where we will deep dive into the book. We’ll have a number of podcasts episodes where we dive into different chapters and uh, you know, go from there, but, uh, that’s the, uh, interesting book that we want to read and learn from. So appreciate that recommendation. Well, to make sure. Go ahead. I’m sorry. I’m a make sure your reach out to rabbi Lapin and see if you can get a bond, the podcast here. He is such an interesting gentleman and a, a true gentleman. Wonderful. And if, uh, maybe I’ll talk to you after the show. Maybe if you know, a way to get in, I would love to have him on the show during the month. A last bit of advice before I let you go.
Anything that you can help us reach our full potential and then of course take a few minutes and let us know how we can get in touch with you and how we can pick up podcast guest profits by Tom Schwab. It’s a great book. I understand jake. Thank you so much. And I, I guess what I would leave everybody with is that what I said before, what’s ordinary to you is amazing to others. Uh, you know, if you’ve gone through that stage where you, you learned, then you earned and then you retire. Well, no matter where you are in there, you’ve got something that could help somebody else and you have the tools now to share that either being a podcast host, being a podcast guest, and you know, if you’re trying to build your business, there’s no better way to do with that. Then talking directly to your ideal customer, you know, they’re going to listen to somebody on a podcast and it’s either going to be you or your competitor.
So make that decision now. And if I can be of any help, please reach out to me the easiest place to get in touch with me. I know people are probably multitasking is the reading or as they’re listening to this, but just go back to interview valet.com, forward slash modern leadership. I’ll have all the things there about the book, a podcast guest profits. Uh, there’s a checklist that I use every time before interviews. I always put that one up there that’ll help you have a great interview. You’re a first time and there’s even a little infographic there on the six steps to getting on your first podcast interview. So go ahead, take action and, uh, and come visit email@example.com, forward slash modern leadership. There’s something that you could share that would be amazing to other people and we appreciate that. Tom. I’m going to link that up on the show notes so that everybody can go there and I’m going to go there myself because I would love to get my hands on this information. Tom, I can’t thank you enough for coming on the show delivering so much value. We talked mentorship, we talked chasing rabbits, we talked message, market machine. We talked about a whole bunch and I just thank you for your time and the value that you bring. Thank you. Jake.
Hey guys. What did I tell you? An incredible interview with a great guy, Tom Schwab, founder of interview Valet. Tom Recognizes that marketing is the backbone of building any business, whether it’s an online business, a small business, wherever you work, marketing is the backbone of your success. If you want to grow, if you want to reach the next level, marketing is where it’s at. My biggest key takeaways from today’s episode are you’ve got to understand your message, your market, and your machine. In other words, you got to know what your value is, what you have to offer, and you got to understand who it’s valuable to. Who is your clients, who are the people buying your services or your product, and then finally you got to understand the way that you communicate with them, the way that you can get your message out your marketing vehicle.
So those are the one thing that we talked about. Message Marketing and machine. We also talked about focusing not chasing every shiny object, right? If you have, if you chase two rabbits here, again a catch neither, and we talked about focusing in on what you do best and letting others do what they do best. I love the example that we talked about, the rolling stones, the band, the rolling stones. After the interview, Tom and I kind of chatted and chuckled. He wondered if anybody would even remember the rolling stones. I said, of course the modern leadership audience knows the rolling stones, but imagine would they have been as successful as they were if they had hauled their own equipment, if they had gone out and set it up, if they had spent time away from their fans, away from the audience and focusing on just setting up the equipment, something somebody else could have done better than them, I don’t think so.
There is no way they could have reached the success that they reached by focusing on things so weren’t there. Unique opportunity weren’t their unique skill and so that was my second key takeaway and then finally I just love that takeaway re never retire. I love what you do. Be excited about your day. Go out and do what needs to be done and don’t give up. Never retire. Remember everything we talked about everything including how to get in touch with Tom and pick up on some of that information that we talked about. Very end of the podcast. All of it is packaged in a neat little blog post that you can get over@JakeCarlson.com slash m l pen and also if you reminders before we go, we are just about two weeks away from the close of the modern leadership launch party and your opportunity to snag some of those sweet prizes.
I mean who couldn’t use a few more Amazon bucks. Right? How about a 100 of them? I know that I can. In fact I hope I win. Wait a minute. I don’t think we as host of the podcast. I am disqualified, but you, you are not disqualified. You can win, but only if you head over to j Dot k.Carlson.com/win win and get on the program. Second. If you want to 10 x your growth this year, you can. You got this and I can help. A few of us in the elite achievement academy are driving to our best year ever and to get some more information about this and to join in head over to j Dot k.Carlson.com/ten x growth. And I will see you over there, but until then, I want to wish you a great day and even better life and stay off. Thanks for listening to the modern leadership podcast. You can find me on facebook at Speaker Jake on twitter at Jake Carlson and of course the website. Jake a Carlson.com. See you there.