What is the main direction for creative people, for potentially creative people to move on?
The future of work is going to be the creative class and everyone else, the consumption class.
The future of work is going to be the creative class and everyone else, the consumption class.
The people that consume things and the people that create.
And there's going to be this big difference between people who make really good money designing really innovative ideas.
Even software developers. A lot of the current tasks that developers do will be automated,
so developers have to become really creative now,
come up with the ideas that machines can't come up with. In order to make a lot of money.
And the future for these creators is to learn how to monetize their knowledge.
If you are a creative expert that comes up with great ideas, to me,
the ideal situation is you attract high-paying clients initially that pay
you a lot of money for your knowledge.
And once you've got a lot of these high-paying clients, you want to teach other people what you know.
You want to teach them your knowledge, whether you are world's expert in Google Analytics or Facebook Ads.
You want to teach them your knowledge, whether you are world's expert in Google Analytics or Facebook Ads.
The first thing you can do to make a lot of money for that is get really high-paying clients.
You need to attract these people and have success stories.
When you have success stories from these really high-paying clients, then you can teach people.
Once you teach people at a high level
and they have success based on your teaching, then you can create a course around that.
And once you create a video course or some kind of training with worksheets and stuff like that,
then you write the book.
The mistake that most experts make is they think that because the people they admire, the experts have a book,
that's what they need to do first. "Oh, I need to write a book, too".
What are you going to write a book about? Because when you write a book,
you are competing with every book that's ever been written.
You are competing with the Bible, you are competing with Plato, you are competing with Homer's Odyssey,
you are competing with Shevchenko, Pushkin, everyone that's ever written a book,
you are competing with Shevchenko, Pushkin, everyone that's ever written a book,
you are competing with them because their books are all out there too.
When I want to read a book, I want to spend my time on something
that is going to give me the most pleasure or value.
When you write a business book, you are competing with Jim Collins and "Good to Great",
you are competing with all the best minds in the world who also have books out there.
So, before you get to the point where you think you have a book, you need to teach people what you know
and prove that you can teach people what you know on one-on-one way,
because if you can't teach people one-on-one and transfer your knowledge, you have no business writing a book.
If you can't make someone be as successful as you at what you do,
then you are not an expert. Because experts create students.
They become mentors for the students and those students one day become better than them.
They take what they know and they innovate. Socrates taught Plato. Plato taught Aristotle.
Aristotle taught Alexander the Great and he conquered the world.
That's the way it goes.
Einstein said, "I can see so far because I stood on the shoulders of giants."
Newton, Copernicus and all the people that came before him.
So, the experts need to understand that it starts with helping other people get massive results.
When I started as an online marketing expert, I just finished doing my fourth one-million-dollar phone.
When I started as an online marketing expert, I just finished doing my fourth one-million-dollar funnel.
I took an expert and made him 1.8 million dollars in revenue in ten months.
So, everyone who saw what he did wanted to know what I did.
Then I started teaching people in small groups one-on-one how to do that.
And all them now are getting the results, learning how to do it.
I am teaching my employees and other people and now we are pretty confident
we have a good system that is repeatable, so now we've made a workshop where people can come in.
And I'm no longer teaching.
My students, my employees, my former coaching students are teaching.
After we get enough case studies and success stories,
eventually we'll say, "Okay, we should make a book out of this."
Because the system we've taught, enough people have had enough success where every
chapter of the book can have a success story that's not me.
It's not about my success but it's about a student's success that I've taught.
Or client's success of one of my students.
Because no one wants to sit there... I believe I read a book about all of my own successes, how I did this, and this, and this...
Because they will just say, "Well, of course, you did it, you are the guy who wrote the book."
But what if they read a book saying that well, this person who is not you,
but someone you taught, used your system and had success with their client,
then the book becomes much more useful and people believe it.
And they believe that they can have the similar result.
Of course, you are the expert, you wrote the book you should get results but I am never going to be you because the view is too high.
That's why I see expert marketing in how to become an expert.
And do you look for other experts, types of experts and do they have something in common?
To build the same way, to monetize?
Experts are teachers who... Actually, you know what, that's an interesting distinction.
The experts are experts at practicing their craft.
But the true way to monetize your expertise is to not only be able to practice your craft but to teach it and pass it on.
So, experts are self-starters, you know how to read a lot of information and take something new.
So, experts are self-starters, you know how to read a lot of information and take something new.
The way to really set yourself apart is what I call "idea sex".
You take two or three completely unrelated things you put them together, and you make something new.
So, Steve Jobs went to university, he didn't study computer science.
He studied calligraphy and typography.
And he was a hippy, doing drugs, going into college classes that he wasn't even paying for, looking at fonts.
What the hell does it have to do with computer science during that time?
But Steve Jobs, when he designed the first Mac, said,
"I want to make a computer, a user experience beautiful."
So, he brought this idea of fonts and beauty of ancient handwriting
that Greek monks and religious monks have had and people have practiced
and said, "Let's put it into computers." - Fashionable computers?
Yeah. Apple to this day is charging premium prices because of their obsession with typography and design, and beauty.
Because people love to feel great when they are doing something and people appreciate beauty in the world.
For me, I started out my career as a marketer... And there are so many people in America
teaching marketing and all of them have this system and this idea of how to do marketing...
teaching marketing and all of them have this system and this idea of how to do marketing...
And I went and learnt documentary film making because I am a historian.
I studied history, I love watching documentaries about historical figures.
And they are always sitting there getting interviewed and they look really professional, really important
and they are not talking to the camera, they are talking to someone, so it feels educational.
Because all of the marketing videos... they are looking into the camera like this and talking to you.
But my idea was... Well, let's take the history look, very authoritative, good lighting
and make you feel like you are being educated.
And let's apply that to marketing. And do marketing videos that look and feel like history videos.
So, that's why we came up with storytelling as our marketing.
And we're one of the leading agencies in the world
that talk about the power of storytelling on film and actually produce films
that look great, that tell great stories. And it immediately sets us apart
from all other marketers in the world because I took something that is completely unrelated to marketing before
and made it related to marketing.
And therefore, we've defined a niche and that's how we are an expert at what we do.
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