TRE:55 – Jake Anderson: The Competition Killer: Points Of Failure

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Jake Anderson 0:00
So I actually built now I’ve got about 18 employees. And it just scaled because I had to learn how to let go of being the jack of all the trades within my company and me, the visionary and be like you need to learn how to be the entrepreneur. The entrepreneur is not setting up lights and getting on ladders and running cables. The entrepreneur is deciding on the visionary the direction of the business, and crapping out the strategies and the actions and communicating that leadership to the team.

Corey Benschop 0:35
Welcome to The Rising podcasts for the dreamers, the doers and the believers. I’m your host, Corey Benschop. And it’s time to rise. What’s up everyone? Welcome back to the show. Just want to thank you guys so much for showing up again. And today we have a really cool guest for you. I can’t wait to introduce him. So he is the founder of Brainiac sticks, which is a movement designed to help expert entrepreneurs in the knowledge industry create transformational results for their clients. So his background stems from more than 10 years of experience in entrepreneurship, growing his first company from the ground up to a level where he could actually step out of the day to day operations and serve solely in a visionary role. And through this experience, he was able to gain tremendous amount of experience in all facets of business from systems and culture to sales and marketing. And in 2018, he actually decided to pivot his attention to the E Learning and Digital marketing space, after which two years he says he started working in. After two years of working in that industry. He decided to launch a new initiative to help expert entrepreneurs and began innovating unique methodologies to virtual coaching and consulting that measures results by transformations over transactions which is is really really powerful. So please introduce our please welcome to the show. Excuse me, Mr. Jake, and Anderson.

Unknown Speaker 2:01
Welcome Jake. That’s awesome.

Jake Anderson 2:03
I appreciate it. I’m so happy to be here. This is definitely a podcast I’ve been just really looking forward to being part of and I just think you guys are doing an amazing job with communicating such a powerful message to the entrepreneurial world.

Corey Benschop 2:17
Thanks, brother. Definitely Good to have you on the show, man. appreciate you taking time out of your day to do this with us for sure. So, you know, before we get started, actually kind of wanted to go back to where we all sort of met the three of us, which was at funnel hacking live and for those of you listening, that’s a really cool marketing event. But anyway, I more so than then when we met I was wondering what actually was your biggest takeaway from that event? Because it was incredible, man. There was so much knowledge and speakers there. I’m just interested. What was your main takeaway?

Jake Anderson 2:50
Yeah, absolutely. So that was my first funnel hacking live. I had never attended one in the past. In fact, it was really the first major business conference I had ever been to Like, I’ve never been to any kind of a gathering of that special of that magnitude before. So going into it, I was thinking about like, what what’s the intentions here? Like what you have to do anything you do, you should have some intentionality behind it, like what is my goal? What am I trying to take away from this? So for me, it was really two things. It was just number one building relationships. It’s it’s interesting because as you’re in the online business, everybody’s so two dimensional, and it’s just like little circles with profiles and emojis and text and then you get opportunities like this receive other, you know, through through livestream, but then you go actually go to a live event and everybody turns into 3d and there is this unique exchange of energy that happens in a live event that you will never get in the virtual world. So for that I definitely recommend like that was a big takeaway just in that itself is like wow, there’s a lot of power to live with. events because, you know, Nathan actually was one of the first people I met. Like we met like one of the first nights. And I remember just like thinking the energy exchange is just so different. So that was one big takeaway, just within the relationship building aspects like the people who I actually met there who also were communicating and collaborating with online. I feel like our relationships were kind of taken to another level because of that energy exchange. The second thing when I was going into funnel hacking live, I was still kind of lacking direction and I was really hoping to get some more clarity around how I wanted to serve and the pivot point that I was trying to take from there. So during the whole conference, I was either communicating with people Nathan will tell you we had some good conversations, you know about certain things and, and just me just trying to like capture the genius and trying to find clarity into into the director. I need to go. So it was either that I’m like scribbling out all these notes. I’m sitting there like mapping things out in my notebook. And then there’s also the actual live training and speaking the speakers that come on stage.

Nathan Kettler 5:10
Let me let me jump in man because because I did see you and I did see how you’re going through. And so what was really cool is, so like, we all have different approaches to how we’re engaging with, with the community. And so you were trying to offer value to people. And then also ask and you were open to what I thought was really what was really cool is you were extremely open to all the feedback that you’re getting, like you said, You’re opening yourself up to that genius and I think as rising entrepreneurs, right, like we, we rise, entrepreneurs are out there trying to to get better, but sometimes we feel like we have to posture in a certain way. And we feel like we have to posture and be like we’re the guru and I and I know I need to know the most and, and so and you are out there open minded and I believe that we as rational entrepreneurs need to stay open minded so that we can rise up to the next level and It sounds like you’ve got a lot of leveling up now i’d also want to say not all events are the energy of Russell’s event Russell faster and that is the most well put together show of you know, aside from Tony Robbins probably of all time but so but but so your first one you picked a really good one and used it well

Jake Anderson 6:22
the bar was set high

Corey Benschop 6:24
right now i think i think what you said man about coming to the event with intentionality like having having really a purpose for being there and sort of setting that intention before you walk into this craziness of what the event actually was. I think that was really smart because I remember my first year going fhl dude and I did not have that, that I guess, frame to look through. I just went you know, like bushy eyed, you know, and like, Oh, this is gonna be amazing, right and, and it sort of blew by me, you know what I mean? It was it was an experience, but it just kind of blew by me and I walked away with all these notes, but really no action. Steps not really knowing what I want to do. So I think that’s a great point, man. And for anybody that is going to events that’s going out there to, you know, to these networking things and marketing events, not just going just to experience the event, but actually setting that intentionality Who do you want to meet? What do you want to learn? Like, what was the reason that you’re going to go there and not getting distracted by you know, the shiny stuff? That’s a good point for sure.

Jake Anderson 7:22
Yeah, absolutely. I mean, and that goes with anything you’re doing. Just having intentionality behind, it really helps drive results a lot faster than I mean, it does. This doesn’t have to be something you ever think it could be as simple as like, just knowing what you’re doing and why you’re there. And thinking from the standpoint of, even if it’s as simple as like, I just want to build some relationships. And these are the things that I’m trying to get out of these relationships more specifically, getting as specific as you possibly can because it can be tough, especially when you’re starting out. It can be tough to figure out what Are the intentions, right? Why am I here? I don’t know. I’m just trying to figure out how to be an entrepreneur. And here’s a place of entrepreneurs. So we’ll see what happens. Yeah, sure.

Corey Benschop 8:11
Yeah. Speaking of speaking of just getting started, man, let’s talk about your, your startup and how you kind of got into all of this entrepreneurship. Is this something that like, Have you always been an entrepreneur? Or did this just kind of happen over time? Like, take us back to the beginning?

Jake Anderson 8:26
Yeah, so um, I discovered, I guess, maybe, maybe we were friends. I got hit by the entrepreneur bug when I was 18 years old. My life I’m 36 actually just turned 36 on Friday, I believe that’s right.

Unknown Speaker 8:41
That’s right.

Jake Anderson 8:41
Yeah. Thank you. So um, so I got bit by the bug when I was 18. And I went to college. I study actually I changed my major to first day of college because I went into the business school and I said, I want to be an entrepreneur. What this is, so this is why I want to do I want to do business. They’re like, Okay, well, you got to pick a concentration, which was like either management or finance or accounting marketing. think there was, anyway, there’s a couple other ones I can’t remember Econ, computer Computer Information Management Systems not thought, the time I thought, well, I feel like figuring out the money side is going to be the most challenging parse. I chose finance. So I studied finance. And then in an early, it was in 2008. I’m trying to always try to figure out how I can trim this story down to three hour conversation because it’s actually a pretty long story. But, but in 2008, was when I took my first step into entrepreneurship, and I was living in Los Angeles where I’m living now in Roanoke, Virginia, Southwest Virginia area if anybody’s familiar with that beautiful mountain, and and I bought my mom had like 26 acres of property, family land, so I bought a 1979 Winnebago it was gonna live in it on this property like the unabomber. I started writing this business plan. That was terrible. And but it was something right it was least something and I took some action on something. I established the mentorship with somebody in the concert, the big like big concert production and entertainment type industry. That mentorship was a failure or that part it actually turned into a partnership ended up being a failure for the first four years. And through that time, I was able to actually end up moving to Richmond, Virginia, and I started really studying the markets of special events and weddings. And I found some very evident points of failure. And that’s when I niche down into an event lighting design with opening an event lighting design company in 2012. And I also learned, you know, I mean, there was a lot that I learned through those four years, but I launched that company and it actually doubled in growth the first four years. And I practically I didn’t realize at the time that I was actually doing a dream 100 strategy without realizing that that’s what it was the photography the business. I didn’t advertise I barely posted anything on social media. And it still doubled in growth. The biggest thing was finding where to innovate at the points of failure within the market. So, actually, within the first 18 months, I put my primary competitor out of business. Wow, because I had consumed so much market share, because they weren’t innovating. There was a sense.

Nathan Kettler 11:16
So real quick Can I can I jump in because because i think i think points of failure sounds intriguing. And and I’m just and but I’m a little curious as to what that like what that means to you, when you say points of failure, like making kindergarten dumb for me, what does that mean? Okay.

Jake Anderson 11:38
So, um, points of failure, and they exist really in every market. There’s there’s points of failure that exist in terms of where like, I’ve actually charted this out in terms of figuring out how to innovate with especially within a red ocean because the market I went in was bloody red, but everybody were carbon copies of themselves so right you look at that and you think like I look at the I look at customer experience first and I think how are these companies failing their customers you know even if it’s in a small way so I look I look at the look at the customer experience and you can find that out just by naturally talking with people in the industry and then you discover like for instance for for the for the lighting for the lighting companies, they were all not considering design within how they service their customers, they were treating it like a commodity. And I actually saw that no, this is part of the room’s design so I’m gonna grab that experience on how to make this a design example of a point okay,

Nathan Kettler 12:46
so I love this so so like Raj Raj was talking about is what we call you know, authentic market value. But But he ruins talking about these points of failure. He’s, he’s uncovering points where other people in the market are failing They’re their clients. And that’s a really cool way to look at it, right? Because Because it’s like, this is my opportunity where, where I got these people I’m trying to serve and my market is right, we got these people we’re trying to serve in our market. And it’s like, how can I serve them? How can I get my thing but but he’s taking this approach of Where are other people letting them down? Where are they failing the people that I want to serve? And then and then I can then I can address those points of failure and create my niche, create my space, I lose points of failure. And so that’s what I want to dig in. I figured that’s,

Jake Anderson 13:33
that’s actually a better explanation than I’ve ever used. That’s perfect.

Nathan Kettler 13:37
Guy’s awesome, bro. So let’s get this guy to see what he wrote real quick. Let’s get back to your story. So now, so you’ve got this lighting design, you’ve identified some gaps in the market, some places where your people are being served, you built up the value and created a packaging and experience that gave the events what they needed. And then and then it sounds like from your bio that from there you worked up to be the visionary In the business, which allows you to look at it differently, so kind of take us to that point you’ve grown over four years now you’re you worked your way out to where you’re the visionary. And I’m sure like, that’s probably a whole episode in and of itself of how you do that. But but that’s so specific to a certain stage. So kind of, kind of keeping broad what like, as the visionary tickets to that point.

Jake Anderson 14:22
Yeah, so

the, the special events industry is a extremely demanding business or industry to serve in in itself. You have to me if you think about it, you have somebody whose wedding which is supposedly like one of the most important days of their life, right? And it’s on this Saturday, where there’s like five hours with 10s of thousands of dollars, sometimes hundreds of thousands of dollars, invested into that five hour timeframe, and you can’t mess up because you don’t, you don’t go back after the wedding and said, Hey, everybody, You know what, the lightning company really dropped the ball here. Can y’all fly back in and let’s redo this again. There are no redos. Right. So, it’s a pretty like for that, for that reason, it was very stressful. And it was really hard for me to let go. And because I was so afraid, and reputational risk is really high in that industry, because if you mess up, then all the industry will catch on that hey, hey, don’t don’t do don’t deal with them, because they’re going to come in. I remember last wedding, they screwed this up, and they’re a bad company work with and when one vendor screws up, it affects all the vendors, since it ripples through and so there’s really high reputational risk. So for that reason, was really tough for me to let go. And I knew that my company was growing so fast that I had to figure this out. Because if not, it’s just going to run me straight into the ground. And I can’t wear every single hat anymore. So I had a couple guys who were kind of key people with me in developing this business. And so what I had done and I and I’m making Decisions especially when it comes to scale, I look at momentum, as as as kind of the decision that tells me when to to take additional risk. Like when I went into that business full time, I didn’t technically have the income at that point in time to pay my full time salary. But the momentum was clearly there. And I knew that if I could step into that role full time, that it would be easy for me to be able to generate that extra income. So that was the same thing. When I was letting go stepping into the actual visionary role. I saw that momentum and decided that at this point in time, I’m tired of working 80 to 100 hour weeks, I need to move people up to key management positions, and then I’m just going to step out and oversee it at a visionary level, and then let them kind of deal with the operations. And and when I did that, everything changed. Like when everything got better. Go ahead.

Nathan Kettler 16:54
Well, when are we when are we in the timescale? Because you started that in 2012

Jake Anderson 16:58
Yeah, this is 2000 I’m 16 Okay, thousand. Startup 2016 is when I actually decided to kind of step out of the day to day operations. And then in 2017, I actually moved three hours from the business. So I live in like the businesses in Richmond, I live in Roanoke. It’s like a three hour drive. So I actually built now I’ve got about 18 employees. And it just scaled because I had to learn how to let go of being the jack of all trades within my company, and be the visionary and be like, you need to learn how to be the entrepreneur. The entrepreneur, is not setting up lights and getting on ladders and running cables. The entrepreneur is deciding on the visionary the direction of the business, and crapping out the strategies and the actions and communicating that leadership to the team. Like that’s that’s how I perceive the entrepreneur. So yes, 2017 I actually moved away three hours from the business. And now we’re dealing with this whole crisis going on, which is completely crushing that industry. Yeah.

Corey Benschop 18:07
Yeah. Imagine

Nathan Kettler 18:08
Yeah. Yeah. You know, that’s that’s it. I mean, I was thinking about that, obviously, cuz devonne you know, event independence, but he’s really busy right now typically. And he’s at home, which is good because he can write his book which the world needs to and I’m excited for that. But, but like, but really, it’s, it’s so Okay, so we’re at we’re at, we’re in 2017, you move three hours away, which is something that most entrepreneurs never get to, they never get to that level, whether whether they’re outside the business looking and that’s, and that’s crazy. And so that freed you up, I’m assuming, freed you up because you started to pivot in 2018. You decided to go and help people and like, how did you go from visionary of this thing to where you are now.

Jake Anderson 18:56
So there’s a there’s a deeper there’s a deeper story here that has to be uncovered for this to make sense when I got started in the special events industry, and this really prompted me to write my first is a is actually a ebook where I talk about multi dimensional awareness. And there’s learning lessons that I had taken from this experience that prompted a lot of this stuff that I’m talking about. I never thought about when I started this lightning company, I never thought about the relationship between the commitment and my, my core, like what it is that I want, call it the magnetic field, like what are the things that really attract you in terms of commitments and what repels you? I don’t regret anything because it uncovered a lot of things about myself that I didn’t know beforehand. But what I had realized, like even growing, growing that business, I never was truly happy. Like I always was, like I always had to force myself to actually build this company, in terms of taking action with that Which is really, really tough when it comes to entrepreneurship, when you’re having to work yourself and you’re, and you’re like trying to almost fake it till you make it within within here like within the heart. So it got to a point where I had grown it to a level where I knew that this was not for me. And I just did not have interest in really serving in this industry. I was done with the stress. So I was looking for what’s the next chapter in my life. So in 2018, I actually thought about starting a software company. And I had hired a development team out of Eastern Europe and we were building a SAS which is software as a service. And I was writing a book and I was going to try to be almost like the Russell Brunson of like the weddings and special events industry and that’s when I started following clickfunnels started learning about digital marketing and doing it completely wrong as far as the actual order of order a process. Full disclosure, I was screwing up and because what I had not considered Again, was multi dimensional awareness and I didn’t consider certain connection points in alignment with my core. And then I got to a point in 2019 may 2019, I have spent like, what is that almost nine months, I guess building this software sinking 10s of thousands of dollars into this project. And then I was like, Okay, now it’s time to be that thought leader. Now it’s time to publish, which I should have started at in the beginning, not nine months later after, and then I just froze, and I could not like I was getting on podcasts, it had never felt so forced in my entire life. And I just thought I told myself as like, you know what, this is just resistance because I’m not used to it. And that’s what I was like this, okay, I’m just, I gotta get used to it. I gotta get used to speaking. And then after five months, when I realized it wasn’t getting any better. I decided to actually read the writing on the wall that said, Jake, you don’t care about weddings and special events anymore. Leave that mission and go somewhere else. And at that point I was over $60,000 into the project, probably hundreds and probably thousands, probably over 1000. Now, I don’t know how many hours time and I had to like swallow my pride and put that project on a shelf and go back to go back to scratch. And that’s that’s really

Corey Benschop 22:17
interesting man, I want to jump in right there because, you know, what you what you just basically laid out for everybody is could save them years of struggling and essentially, you ask yourself the question, am I happy, right? Instead of just following an opportunity because in the beginning, that’s that’s basically what happened, right? You got into the field and you realize, okay, in the events industry, this is where these people are failing, right? These are the points of failure that I see in the in the in the market, and you came in you saw the opportunity and you build a business that actually was successful, you got success. And you know, to some people, that would be like, yeah, I’m successful look at me and they run their company and then like they end up 40 years down the road, miserable, right? Because if you would continued with that struggle, just telling yourself, it’s just resistance, I’ll get through it like, whatever, we’ll work it out. Because you were sticking to your guns and not asking yourself, Am I actually happy, right? Then knows what could have happened. So you were able to make that pivot. And I just, I want to illuminate that for everybody listening. Don’t just follow the opportunity, right? It’s very, it’s very good to be able to look at it from an opportunity standpoint, and to be able to see where those where those gaps are, so that you can fill them. But also ask yourself, man, is this something I actually care about? You know, is this something I’m actually passionate about? And I could see myself doing, you know, for 1510, you know, 20 years or something down the line. So I just wanted to I wanted to bring that up real quick. But also, let’s go ahead and transition because we have another section of the podcast that that we just started and it’s really cool. So Nathan, go ahead and jump into it. He’s, he’s got

Nathan Kettler 23:49
Yeah, man. We’ll we’ll try and get back to the story. And I just wanted to say to something actually really, really interesting. First of all, Koi, thank you for that insight. You were you brought out because I wasn’t I was I wasn’t thinking about that. But but but I love it. Because Because you have to follow your heart and your soul at some point, right? What I thought actually was interesting the trigger of the heart and soul to me, the way that I look at it is, you know, through the lens of authentic market value is when you started with the the lighting industry, you’re uncovering the gaps in the market. And you’re understanding that this is an experience that you’re that you’re helping to deliver. And you were thinking about every other vendor, every other vendor can mess up your thing. But you have to make sure your thing is perfect. And when you are serving your clients on that level, that’s authentic market value. And when and it’s not about when you don’t care, like you set up a system to serve them like that. But if you don’t care about that level of it, if you because that’s how you be successful no matter what, no matter what the economy is, no matter what’s going on. If you have that attitude of, of when I went when you go through my business, you’re gonna have success, you’re gonna have a train formation which I know is what you’re trying to help people do now, right but which, but like when you’re when you’re trying to do that you when you know that you’re not passionate about that transformation anymore, that’s when it’s time to move on. Right? That’s where you got a passion to help transformation in other areas to find the gaps and really help people when you got this as a rising entrepreneur, when you find a passion to help people and serve and you feel like you know, how you can make their lives better. That’s that’s when you can create a business and a life and everything around that and so I just you know, so it just kind of bring you know together about them, we definitely want to come back, we’re going to come back to sort of how you’re helping people with transformational journey. Right after this really cool section at that core is let me bring to the game. And, and so this is called perils and pearls. So on the broken road of being an entrepreneur, you’ve taken part of the path that no one else has taken. before you’ve seen things that we haven’t seen, and you overcome perils that we haven’t faced yet and so the first question is what in this twisted you know broken journey you’ve been on so far is the biggest peril that you’ve come up against that you’ve had to overcome in your The Rising Entrepreneur journey.

Jake Anderson 26:20
Wow, I love this. This is this is this is such a cool addition to your podcast. Let me just start there. I think this is awesome. So here’s a quote by jersey Frederick, I think is his name. If you ever watch a TED talk by Tim Ferriss on stoicism, you’ll hear it in the choice and the quote is hard choices, easy life, easy choices, hard life. And the hard choices are normally the ones that you really need to face and the ones you need to make if you want to actually get to a place where things are easier for you and your journey. So I have I have discovered through my journey that there have been To really notable points of have or checkpoints, and I guess what you could call it, where I’ve had to make some really, really hard choices. And it always stemmed around a relationship that I had with. And they’re actually the first one was with my first he was my mentor and partner that was really a failure. I had to disband from that. And that was a extremely difficult conversation for me to have. He was actually a family friend. And I wasn’t sure how this was going to affect that friendship. But I was I was put bluntly, I was getting screwed over in many ways and and I needed to leave that partnership. So having that conversation with him and disbanding from it was was critical, but this is the thing I had and I’ll give you some numbers just to put things in perspective when it comes to to like having relationships with the wrong people and what that can do. For your business for four years working with him God, I want to preface one thing this guy was a multi millionaire. He’s making 5 million a year in this business like, like vanity metrics were huge right now I follow them blindly. And through that mentorship, I made $27,000 in four years working under him. When I got rid of that partnership in the first three months I did 30 grand. Wow. Wow.

Unknown Speaker 28:27
So so I’m gonna I’m gonna

Unknown Speaker 28:34
owe the phrase for you.

Unknown Speaker 28:39
Is it Can you hear me Jake? Yeah, can you hear me? Okay? Yeah, the Nathan froze

Nathan Kettler 28:43

Corey Benschop 28:46
Oh, longer cuz he froze up for a second.

Nathan Kettler 28:50
Yeah, my internet. Yeah, sorry, man. My bag. No, you’re good. Yeah, sorry. Yeah. So, so um, so I think it’s really interesting and As we’re having our first relationships are such a big part of the game, right and so the peril that can come from relationships because relationships can be the most like like so much more has happened since a partner with Cory over the last three months, so much more has happened with my business with the development with with the value that we’re creating them has happened in years of trying to do it by myself. And so but then you know, it’s not easy, like me like Cory is not easy. And so in deciding when it’s time to cut it off. Now, as a partnership, it was a failure as a mentor ship, it was a success. Because when you laughed you were able to do that $30,000 a month. Like that’s not easy and if you it by seeing by seeing someone who’s successful, not that you wouldn’t have on your own, but then it helps. It helps you take that leap of like this is this is the thing and then you saw where it was wrong and you filled, you filled the You found the failures there, right? And you feel those in your in your space. So I also want to you know, sometimes when we because you’ve you’ve been harsh on the word failure with that relationship. And and so I get it, we’ve all had bad relationships, but what do we but then like when they come up the energy of how we talk about it as rising influences the energy that we’re putting in to our body in ourself. And so I feel like I feel like if you can just take that perspective shift, you know, what I mean is one homie to another and look at it not as like this, this failure. But this thing where, where I learned a hard lesson, this mentor, that took a little bit, you know, took a little bit of advantage for me, but it helped me really understand this, this powerful lesson. And so you had a powerful mentorship with somebody and an attempt at a partnership. That didn’t work.

Jake Anderson 30:56
I mean, yeah, it’s Yeah, absolutely. And I definitely want to make a make one thing clear, like when I look back at that experience, I don’t regret it. It taught me a lot. Specifically, the biggest lesson I learned from that was understanding that it’s really important that you align yourself with people who have who have a very similar philosophy and value system. And we didn’t at all like me in this in this guy. We did not. We always were butting heads. I’m like, I think it should be done this way. He’s like, No, you’re wrong. You’re wrong. You’re wrong, you’re wrong. And then finally, I said, I think I’m right. And I’m just going to get away from you and do it the way I think it should be done. And that’s what caused the thing to take off. Alright, that’s it. So so that’s part

Nathan Kettler 31:39
two of perils. And pearls. Girl, right was the pearl of wisdom that we can set and so you gave us You gave us two and I was really cool. I’m gonna go back into it. I just want to make sure because we’ve kind of transferred into the pearl section to where this peril of relationships it can be. It can be the biggest blessing to your business and it can also be a huge Drain and it can it can kill your business. It can go either way. And so and so you put this pearl at the beginning of the peril saying, if you guys aren’t alignment with values with morals with, with vision with direction, if it’s not on alignment, if you’re butting heads on all these different things, if you’re if you’re in alignment on most things, and then you’re butting heads, that’s a good challenge. But if you’re butting heads all the time on all the things, then may then that that pearl let you know, let me get out of this sooner than later. Because later is gonna hurt more. All right, and then and then you said okay, but now if you’re in it, if you’re in it, and you’re in, you’re dedicated to it, and you’ve put everything into it, you’re connected with your family and everything else. And you see no way out of it. The Pearl here is get the fuck out. I’m sorry. Get out anyway. Like, like you don’t say good. If you are in there and you find it draining your lifeforce and draining who you are, and killing your spirit. Right? Then bite dartboard. Have the hard conversation. And that’s the protocol. Get out of that peril once you’re in it. So you gave us one to keep us from getting into it, and wanting to get out. And I think that is, that’s really awesome. So do you want to add to that pearls or those pearls at all?

Jake Anderson 33:11
Um, you don’t have to. I mean, I think relationships I mean, in business business, I see this post come up all the time and on Facebook news feeds, like what’s the most important skill an entrepreneur should have? And I always give the same answer every time people skills, right? nor in, like, look at all the people you have to deal with in business, you got clients, you got partners, you’ve got vendors, you have, you know, like this, these type of arrangements where you’re actually getting interview, like, it’s all based around relationships with people. So if you haven’t taken the time to to identify the type of relationship you want to have with the people you’re connecting with, whether it be and there’s different levels, right? There’s partnerships and customers. Those are different types of relationships. Just be intentional about identifying what’s the type of relationship I want to have with those people and then that’s going to save you a lot of headache because don’t and this is the thing and this is a second big hard decision I made I hired a really really good friend I don’t know what it is with me and hiring friends I got a problem I guess but I you know, it’s like the I had one of my best friends I hired to he actually end up becoming a general manager for my lighting company. I ended up having to fire him because he was so misaligned with core values. And he was like my company was on the brink of imploding because I was about to lose a lot of key people because he was just going around destroying the culture. And when you see when you and I heard I think James Wedmore says almost like taking like a drop of black ink and dumping it into like a glass of water. When you drop toxicity into your culture with with one and only takes one person to do this. It just completely will turn all that water black.

Corey Benschop 34:50
That’s a really good analogy. I really like that visual. Yeah, because I like I

Nathan Kettler 34:54
like that third party. All right. So one

Corey Benschop 34:57
bad one bad person is like cancer. To the company, you know, absolutely. wreck everything,

Jake Anderson 35:02
cut it as soon as you

Corey Benschop 35:04
see it, right. And so and so real quick, I just want to say like, you know, I think that’s normal right to want to hire your friends and the people around you like you want, you know, they’re your friends or your homies, they’re your loved ones, you want to bring them in, you know, and help them out because you’ve got something that’s working. But at the end of the day, like, your business is not something that should be fueled by emotion, right? It should be fueled by the numbers and what’s actually taking place. So, so that’s tough man. But you know, you were able to learn that lesson. Now. I need to go ahead and transition guys. I feel like Jake, we need to bring you back on for a part two, because there’s so much to talk about, man. But I want to get into Brainiac optics. And I want to hear you know what you’ve got going on over there and then kind of, you know, talk about that and so that way if people you know, find that to be something that they want to do, they can definitely get in touch with you.

Jake Anderson 35:53
Yeah, absolutely. I appreciate it that it’s this is I just launched this by the way on Friday, last Friday on my birthday. By the way, 36th birthday is my

Nathan Kettler 36:02
perfect time to make a transfer. Yeah,

Jake Anderson 36:05
yeah. So, so Sabrina tactics is is a new mission, where I am, I’m out to help entrepreneurs grow a thriving online knowledge business, where results are measured by transformations over transactions. So that’s kind of the encompassing mission of what I’m trying to accomplish here. So at this point in time, because I have just launched I’m still like in building mode, and I’m connecting, I’m building relationships and finding, you know, that community to serve. So I just launched a Facebook group and that’s really the core place right now where people can kind of come and connect with me in the Facebook groups called Brainiac moguls. So Brainiac moguls is a place where I’m going to have weekly. I’ve got I call it and I’m By the way, I’m a complete nerd. Just so you know, like I I really just I’m a huge nerd May I look like I’m I’m probably Marine right now. You know, the sure people ask me like, are you in the military I’m like now I’m just a nerd. I love America. And so I saw I started this Facebook group. And then like, I’m really big on, you know, growing your brilliance. And and I love to read. And I’ve always wanted to, like create a container for for learning and reading books. So like every Friday, I do nerd out Fridays where I actually take a book every month, and I go through it. And I talk about key takeaways in the group and I open up the live stream, people can come in and collaborate. And this is just one idea. I’m just, I mean, there’s a lot of stuff I’m doing within this group. But for this particular thing, it’s like with nerd out Fridays, like, this is a place where, you know, when you’re reading a book, sometimes it’s hard to retain that knowledge and that information, but when you actually collaborate on it and discuss and rally around the takeaways, then you’re able to really capture that genius and be able to apply it to your life.

Nathan Kettler 38:00
Get the transformation of the

Jake Anderson 38:02
book rather than just the transaction of absolutely, absolutely man. I feel

Nathan Kettler 38:07
I feel that that’s what has gone I’m glad you I’m glad that’s really cool. So you got to be sure what So one more time to the Facebook group what’s it called because there’s a place we can go and we can understand more about about the transformational journey to take our clients on so we can serve them at a higher and better level with rising entrepreneurs you know where we’re always about so so so this is a place where you can go and get in depth nerdy stuff on on how to take it to the next level and really serve your clients so where can they go get that?

Jake Anderson 38:35
Yeah, so I’ve got if you actually if you just go to connect with Jake calm that will take you to my Facebook group, any domain that I created so wherever is the best place to connect with me at that point in time and wishes right now is going to be the Facebook group. Just connect with Jake calm that way, five years it might not be Facebook groups anymore, right and this podcast is still out rolling. So Connect That might be something different. That’s

Corey Benschop 39:02
more thinking about the Evergreen for sure. So yeah, so before we actually jumped on, you know, I want to dive into a little bit more of the, you know, the the results, measuring results by transformations over transactions. We were kind of talking about that before we jumped on the interview. Explain a little bit more what you mean by that, because that’s really powerful.

Jake Anderson 39:20
So, in the in the knowledge business, there is this intentional

way of serving where you’re trying to get people to a specific desired after state, right, like we’re coaches or we’re creating horses in the in the intention behind it is to say, I can take you from point A to point B, and there’s a transformation that happens there. And I guess the big awakening for me was, and again, now we’re uncovering gaps here. So I’m going to kind of talk a little bit about some of the gaps that I’ve personally have uncovered, not only through my own experience, but also through a lot of comments. Excuse me. With other entrepreneurs, I looked at my I have bookmarked in my Safari all the courses because that’s the best way I can kind of keep it all organized. I went through and I was like, Okay, I’ve got 25 courses that I’ve acquired over the past two years. And then I go another level deep, and I thought, Okay, well, how much of this have actually done? And there was only, I think the one of I’ve done the most was like about 30% completion. And then I was like, okay, so let me go. And actually, is this just me that this is happening to or is this other people? So I went online and I looked at it was actually less than 10%. completion rates was like the standard for all course, courses. I think it’s a little bit higher for people who pay for courses. It’s like somewhere between 10 to 20%. And, in my mind, I’m thinking this, this seems like a big problem because if people are buying information and not actually putting it to action, like that, that’s not a that’s not a completion. In a raider a success rate I would be proud of, I would expect to see more results from people who are acquiring this information and putting it to action. So I started taking that to another place of like, let’s break this down a little bit further and think about where this can be improved to kind of increase customer success rates and create more transformation. And really, it comes down to implementation, right? Because with knowledge and information, you know, you can you can have all the information in a row but if it’s never put in motion or put to action, it’s it’s it’s really has no value formation in your head. It’s there’s no value in just having a lot of knowledge if you’re not actually applying it anywhere in entrepreneurship specifically, because it’s just such a crazy journey and there’s so much movement going on and shifts and things happening that I have found and even when I kind of reflected back with my first business, I have found that the best way of learning is learning in motion. Like learn like You’re in motion, you’re actually learning tactics and strategies and principles as you’re in motion. So with Brainiac optics, this is about taking tactics and knowledge and information. I’m creating implementation models that helps people put that information and knowledge into motion. So they’re able to get those transformational results that they’re trying to desire. And that’s that gap that I’m kind of finding right now is that we need to learn how to actually implement like, help help our customers implement on what we’re teaching them. And having them sit static in front of a computer screen for three or four hours at a time. That’s not motion. That’s static that’s sitting still. What can we do to kind of get people up getting a movie and taking action as they’re learning? So So that’s my mission. Like I’m really focusing on the implementation piece of it. And and, and that’s where I’m trying to serve and brainiacs. Obviously, it’s the knowledge industry. And that’s this Specific sub market that I am focusing on. Sweet

Corey Benschop 43:03
I love it, man. I’m so sorry, Nathan, we got to go ahead and get to that last question. But everybody, if you want to check out brainiacs, we definitely, we definitely recommend that you do that you can go over to connect with Jake calm. And that should take you right over to the Facebook group and you can get into that community. Jake, thank you again, so much, man for everything that you’ve shared. I’m sorry, we have to kind of wrap it up. Like I said, Maybe we should bring you on to and then we can finish this up.

Unknown Speaker 43:30
Two minutes. Yeah, Nathan, for you.

Nathan Kettler 43:32
So So here’s a final thing. You got to leave a final Perl for yourself five to 10 years ago different than the Perl you gave us earlier. All right, so you got two minutes. The best part you can think about it, you don’t have to be quick on it. But but but give us give it to us. What’s the pearl you’d leave for yourself? Five to 10 years ago.

Jake Anderson 43:56
So five to 10 years ago, another girl that’s different than I guess relationship

Corey Benschop 44:01
for yourself. Specifically, if you were talking to yourself five to 10 years ago, what would you tell yourself?

Jake Anderson 44:06
Oh, gosh, that’d be a long conversation.

Nathan Kettler 44:10
One Pearl, you got two minutes?

Jake Anderson 44:12
Yeah. Let me see here. Let me think what I would tell myself is

you need to, and this is something new. I feel like this kind of comes to myself recently in how I want to serve is you need to think about how to get to your next outcome, just as much as you need to think about the long term vision, like they kind of play hand in hand. And I think sometimes people get really caught up and the like, like, what’s the big vision here? And then they start losing sight of like, okay, that’s great. But what do we need to do right now? Like, what’s the next outcome that we need to have right now that’s going to lead us there? And you get really overwhelmed by the like, the thoughts of the big vision, and if you can just break it down by like, what’s the next outcome? like is that So we’re doing we’re just taking a journey, stop thinking about entrepreneurship as a destination and start thinking about it as a journey, you know, and just, you’re placing outcomes right in front of you step by step by step by step. And when you get really focused on that, you have a, like, it’s almost like a superpower of avoiding shiny objects, because you’re so focused on the next outcome, the next outcome, the next outcome that when a shiny object comes at you, you’re like, nope, you’re not part of my path of continuity to my legacy. You don’t belong here. And that’s where I start talking about the transformation on journey, and how that’s different from the transactional journey where you’re chasing, you’re convinced the shiny objects, you shouldn’t be getting convinced the shiny objects, you should be getting enrolled outcomes. So I would I would have saved a lot of money and time if I would have told, you know, mid 20s. Jake, don’t you know, keep focus outcome the outcome now come on your path of conduct as

Nathan Kettler 45:55
brilliant. That is a perfect way to wrap it up. Thank you so much for value. That was awesome. Jake, I really appreciate your time today. Yeah. And thank you for sharing it with The Rising Entrepreneur community. Absolutely. Appreciate it.

Corey Benschop 46:10
All right, my man, we will, we’ll probably have to bring Jake on for a part two, because there’s so much more that we want to dig into. But yeah, thank you, brother for coming on and sharing your time and your expertise and your stories with us and also being so transparent with your story. We really appreciate that because those journeys, those insights are what helped other rising entrepreneurs along their journey. So thanks again, brother, and we’ll definitely catch on the next one. Thank you. Thanks for listening to another episode of The Rising I really hope you got value from today’s show. And please make sure you don’t forget to subscribe so that you don’t miss the two new episodes we release each week on Mondays and Thursdays. Be sure to visit The Rising to join the conversation, access the show notes and discover our amazing bonus content. And Hey, have you joined the movement yet? Make sure you join our free Facebook group called The Rising Entrepreneur, his movement to connect with our guests and get access to all sorts of training materials that will help you build your business. To join the movement, just go to my FB group com that’s my FB group calm. Alright, that’s it for today’s episode. We’ll catch you on the next one.

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