One Book That Changed My Life Matt Johnson

"Psycho-Cybernetics" is one of my personal favorite books, and when I first read it, the underlying idea hit me like a ton of bricks and made a huge impact on my mindset. 
What if we thought of our subconscious as our own success mechanism? 
For ghostwriter, book coach, and book editor Deborah Ager, this book came into her life at a time of great personal adversity, and it helped her take steps forward. In this episode, we talk about what we learned from the book and how we put its ideas into practice. 
Three Things You’ll Learn In This Episode 
Why clarifying our ideas is so important 
You can have a really powerful idea and one that has a lot of potential, but if it’s buried within a book, even if it’s written very well, it can screw up that whole idea by making it confusing or diluting it. 

The big takeaway from "Psycho-Cybernetics" 
We’re all equipped with a mechanism in our subconscious we can use to direct to any outcome. It’s like a heat-seeking missile that can go in a positive or negative direction depending on the underlying beliefs that fuel it. 

How to combat doubt and flesh out an idea  
Whether you’re writing a book or starting a podcast, what holds people back from clarity is self-doubt that comes in the form of questions. Clarity is about getting the ideas out and realizing that they’re going to be messy at this stage, and that’s okay. 

Guest Bio 
Deborah Ager is a ghostwriter, book coach, book editor and host of The SOS Show. She helps ambitious entrepreneurs become authors of sales, leadership and personal development books. 
For more information, head to https://www.radiantmedialabs.com/ and connect with her on LinkedIn.  
Psycho-Cybernetics by Maxwell Maltz

“Traction” and its Entrepreneurial Operating System has had a huge impact on entrepreneurs of all types. Most of us are grappling with the question of turning our own unique way of solving problems into a system that has a strong selling proposition. 
In this episode, consultant and founding partner at Scalto, Gabriela Pulido shares how this book helped her set and reinforce a new strategic direction for her business.
Three Things You’ll Learn In This Episode 

Working with a client vs. working for a client
There’s two ways to bring a strategy to completion - dump it on the client and leave them to implement or draw the client into the process and work with them. The only way to really have their by-in is to allow them to participate and create the strategy with you. 

Why entrepreneurs struggle to find their integrator 
It’s rare to find someone that fits you like a puzzle and does the things you’re weak at  so you can just be the visionary and throw stuff over your shoulder to them as you’re running 100 miles per hour. 

The right way to go about scaling
If you’re drawn to scaling, it’s tempting to build things that are scalable first and sellable second, and skip over the most important part - whether the customer actually wants to buy it. It’s way better to figure out what the customer actually wants and what’s such a no-brainer that they will absolutely say yes to and then scale and systematize it. 


Guest Bio 
Gabriela Pulido is the founding partner at Scalto, an agency that helps financial firms navigate through the challenges of becoming truly scalable. Their focus is enabling firms to jump ahead of the competition by designing all aspects of a truly scalable business: the offering, the client experience, the brand and the communications and lead generation process. For more information head to https://www.scalto.com/. 

“Traction: Get A Grip On Your Business” by Gino Wickman

From an author’s perspective, there’s no greater achievement than having your ideas become so deeply ingrained and absorbed that people unconsciously implement them. If there are two books that have rightfully earned that status, it would be “The 22 Immutable Laws of Marketing” by Ries and Trout and “Crossing the Chasm” by Geoffrey Moore. 
These books have made a life changing impact on a marketer I really respect, Christopher Lochhead, so much so that he believes any card-carrying marketer can’t consider themselves one without reading them. 

In this episode, master of category design, bestselling author of Play Bigger and host of Follow Your Different, shares how these books have informed his thinking on marketing. 


Three Things You’ll Learn In This Episode 

How to turn ideas into unconscious competence
Don’t just declare a new discipline or new way of thinking, codify it and introduce new frameworks and lenses so that people can take the framework and do something different with it.  

Personal branding is the “modern entrepreneurial herpes” 
The problem with personal branding is that it’s nothing more than a symptom of the “me disease” that plagues marketing today. In a world of influencers, it’s really easy to think your marketing’s about you, but the truth is no one cares about you outside of the component of you that’s illustrative of something they want. 

How to Cross the Chasm 
The most powerful marketing is word of mouth, but how do you scale it? By building momentum inside of an industry, and letting those verticals influence each other. If we throttle hard on certain demographics and even geographics, we won’t usually need as many people as we think to turn a category.


Guest Bio 

Christopher Lochhead is an entrepreneur, master of category design, #1 business podcaster, the 11-time #1 bestselling author of Play Bigger. He’s the host of Follow Your Different and Lochhead on Marketing, and he writes Category Pirates, a top 0.5% paid business newsletter on Substack. 

To listen to the podcasts and subscribe to Category Pirates, head to https://lochhead.com/. 

“The 22 Immutable Laws of Marketing” by Al Ries and Jack Trout

“Crossing the Chasm” by Geoffrey Moore 

Daniel Mangena stumbled upon his own success code while trying not to fail at ending his own life, and he has Eckhart Tolle’s "The Power of Now" to thank for it. Dark, but within it, we can learn just how naturally powerful human beings are at changing our own internal programming. 
It doesn’t matter what we say we want, what matters is what we desire at our deepest unconscious level. 
What happens when what we want to achieve isn’t in alignment with that internal programming? How do we get our unconscious minds on the side of our desires? 

In this episode, Motivational Speaker, Best-Selling Author, Writer, Podcaster, Business and Life Coach, Dan shares how this book showed up in his life and how it almost-effortlessly completely changed the direction he was headed. 


Three Things You’ll Learn In This Episode 

How a faith-based background can affect our inner programming 
Abundance is our natural state. We’re wired for success and achieving the goals we set out for ourselves, but very often religion beats that out of us and installs a belief that success is the result of ill-gotten gains. To correct this programming, we have to reconcile our beliefs with whatever success is, otherwise there’ll always be that internal conflict. 

Why our results are predetermined (even before we take action)
You’re never failing, losing or procrastinating, your unconscious mind is just moving you towards whatever you really want at a deeply unconscious level. You’re not broke, you’re just playing out the exact financial situation you’re aligned to internally. Our minds perfectly execute whatever images they get from us. When we’re not getting what we want, it’s because we’re giving them crappy images to begin with. 

How to get your beliefs aligned with what you want
Our input is what creates our programming from when we’re little, and it can be changed. The same method that built us can rebuild us, it just requires more effort because we now have analytical minds that will filter out those inputs to match the story that we have already. Our God-given gift is the ability to step in and have a say in what’s going on in our programming. 


Guest Bio 

Daniel Mangena is Motivational Speaker, Best-Selling Author, Writer, Podcaster, Business and Life Coach. His mission is to enable as many people as possible to live a life of abundance, joy and purpose. Through his various programs, materials and one-on-one coaching; he offers something for everyone. It doesn't matter if you're starting with nothing, or even if you have a lot of debt: Daniel can help.

Whatever your dream life looks like - Daniel wants to empower you to move towards it with confidence and assuredness that it is inevitable. And it doesn't have to cost you a penny! His FREE resources, podcasts and blog articles, could just be the final pieces of the puzzle for you!

For more information, visit https://dreamwithdan.com. 

We don’t get a lot of people on this show who come across a new book that massively impacted them right away, and changed how they’ll do business for the rest of their life. 
For best selling author, host of top 1% podcast How to Land a Job, and founder of Mastering College to Career, Daniel Botero, "$100M Offers" by Alex Hormozi shifted the marketing of his program, and quadrupled his sales.  

In this episode, he shares what he implemented and how it changed his approach to sales and marketing. 

Three Things You’ll Learn In This Episode 

Why creating a course becomes necessary
If you’re in the coaching/consulting world, at some point you’ll run up to the decision of building out a course so you can have more of an impact. You can only have so much of an impact through speaking, individual or group coaching. 

A great marketing mechanism vs. a great offer
As course creators, we’re really proud of our programs and all the features and mechanisms we put into them, but it might not be what our clients care about. What could quadruple the results of our programs is stripping all those mechanics and focusing on what they care about. We need to sacrifice the things we want to talk about in order to talk about what they care about, which in Daniel’s case was removing the risk of signing up. 

The huge coaching problem “$100M Offers” solves
It’s really hard for people to niche down far enough and then figure out a method that can guarantee clients the results as long as they do their part.


Guest Bio 
Daniel Botero is a best selling author, host of top 1% podcast How to Land a Job, and the founder of Mastering College to Career. He ​​helps International STEM Students land their dream job and get sponsorship, without applying to 100s of companies. 

To get in touch with Daniel connect with him on LinkedIn or send an email to daniel@masteringcollegetocareer.com. 

Get $100M Offers: How To Make Offers So Good People Feel Stupid Saying by Alex Hormozi here.

“Think & Grow Rich” has been so impactful to this week’s guest that if she had to choose one book to grow her business, it would be this one. 
Once you get past the old timey 1930s language, there’s so much entrepreneurs today can gain from applying the lessons and insights of this book. 

How do we set a strong intention but have enough faith not to be too attached to the outcome? Does being 3 ft. from gold always mean we have to persist with one thing? 

In this episode, founder and CEO of JJ Coaching & Consulting, a DFY Course Creation Agency, Jasmine Jonte shares how this book came into her life and how it changed her business. 


Three Things You’ll Learn In This Episode 

The role of faith and desire in achieving something
Once we set an intention for something, we can’t be too attached because that means we’re lacking in faith. We have to develop a level of forgetfulness and let our subconscious do the rest. 

The other side of “don’t quit before you’re 3 feet from gold”
As entrepreneurs, we’re often too scared to let something go just in case we’re 3 ft. from gold. Oftentimes, the letting go is what allows us to find the gold mine, instead of persisting towards one specific outcome. 

Develop a minimum viable course content
Once the basics of your course are taken care of what holds people back from success and scaling is continuing to add things to it. At that stage, we have to start thinking about what you can cut, what resources you can add to shortcut it for them, how to add socialization and different ways to dispense the content. 


Guest Bio 

Jasmine Jonte is ​​an Integrator, Online Program Ghostwriter, mastermind facilitator and the founder of JJ Coaching & Consulting, a DFY Course Creation Agency. She keeps online coaches and consultants in their genius zone, and helps experts translate their knowledge into world-class courses from outline to upload.

For more information, visit https://www.jasminejonte.com/ and follow @jasminejonte on Instagram.