00:02 up I always heard the term go-getter 00:05 right someone who takes initiative just 00:07 gets out there and grabs their fair 00:11 share of the good life they're 00:13 hard-working they're sort of the 00:16 grassroots American ideal someone who's 00:20 not afraid to make things happen and it 00:24 makes sense we're told if you want 00:27 opportunities go get them 00:29 if you want more money or success go 00:31 take it it won't come to you so just be 00:34 a go-getter and grab what you can but 00:36 what if there were a different approach 00:38 one in which you don't focus on taking 00:41 or getting but rather you focus on 00:45 giving now personally I have used the 00:48 art of giving to build my business to 00:52 what it is today and if ever there were 00:54 a book that sums up my core philosophy 00:57 of business it would be the go Giver by 00:59 Bob Burke and John David Mann written as 01:02 a short story or a parable the go giver 01:04 tells us the tale of a frustrated 01:07 salesman who learns five powerful Laws 01:12 of Success from an older wiser mentor 01:14 and how it changes his life of course 01:16 along the way we get to learn those laws 01:19 and apply them to our own lives in 01:20 business this book is such an easy read 01:22 you can read it all in an afternoon but 01:24 truly once you read it you realize 01:27 you're gonna want to reread this book 01:28 every single year like I do so today I 01:31 want to simply unpack the three biggest 01:33 golden nuggets that I believe are inside 01:36 the dough giver and share them with you 01:38 so you can apply them to your life in 01:39 your business typically when 01:41 entrepreneur sit down to start a 01:43 business or come up with a new product 01:45 or service they ask the wrong first 01:48 question they ask questions like will 01:51 this make a lot of money or does this 01:53 seem like a profitable idea and the 01:55 authors of go-giver point out that while 01:57 the question will it make money or does 01:59 it make money isn't a bad question it's 02:02 just a bad first question a better 02:05 question they suggest to start with is 02:08 does this serve 02:10 or will this serve and the reason for 02:13 this is simple it makes sense if you 02:16 think about it serving people giving the 02:18 massive value upfront is the secret to 02:21 success do you want to have successful 02:23 friendships focus on serving your 02:25 friends do you want a successful 02:26 marriage serve your spouse want to be a 02:30 successful business or business owner 02:31 then do things and build things that 02:34 serve your audience and take care of 02:36 their needs making money in business is 02:38 very important in fact if you don't make 02:40 money in your business you don't have a 02:41 business you have a hobby but focusing 02:44 while making money is the first thing is 02:45 a backwards approach instead find out 02:48 what your audience needs and wants and 02:51 find ways to give that to them as the 02:53 author's point out in the book all the 02:55 great fortunes in the world have been 02:57 created by men and women who had a 02:59 greater passion for what they were 03:01 giving the product service or idea then 03:04 for what they were getting you will sell 03:07 a lot of product you will be an 03:09 in-demand service or consultant you will 03:12 be a brand that lasts and is profitable 03:14 if you are more passionate about serving 03:19 people and giving them what they want 03:21 then you are passionate about making 03:22 money nugget number two is that 50/50 is 03:25 a losing proposition now we've all been 03:28 conditioned to look for win wins have 03:31 that 50/50 relationship where we create 03:34 a culture where everybody gets kind of 03:36 what they want and we're all kind of 03:38 happy now this sounds great in theory 03:40 but in reality what happens is in the 03:43 back of all of our minds released each 03:45 party involved in this transaction we're 03:47 keeping score we're making sure that the 03:49 other person is holding up there into 03:51 the bargain so that we will feel 03:52 inclined then to hold up our end of the 03:54 bargain it becomes more of a if you 03:57 scratch my back I'll scratch yours so 03:59 from a distance it looks like we're 04:00 scratching each other's back we're 04:01 really underneath that is ugly 04:03 conditional ISM where we're just putting 04:05 conditions on the other person you don't 04:07 do what you said you're gonna do I'm not 04:09 gonna do it 04:10 this type of conditionality just doesn't 04:12 lead to success for anybody so in the 04:13 go-giver the authors posited a different 04:16 formula that I think will truly be 04:18 revolutionary for you if you adopt it 04:20 they say watch out for the other guy 04:22 watch out for his interests watch his 04:26 back 04:26 forget about 5050 5050 is a losing 04:30 proposition the only winning proposition 04:33 is 100% make your win about the other 04:38 person go after what he wants forget win 04:42 win focus on the other person's win now 04:46 this idea seems so scary to us cuz we 04:48 live in a world that tells us a false 04:51 narrative and that is if you want to be 04:53 taken care of you got to look out for 04:55 yourself 04:56 you got to take care of yourself first 04:59 and if and only if you're taken care of 05:02 then you are in a position to take care 05:04 of others but this is completely 05:06 backwards it makes sense if you have a 05:09 fear-based worldview and a selfish based 05:12 worldview one that doesn't trust other 05:15 human beings and feels like it's a 05:17 dog-eat-dog world and every man for 05:19 himself but I don't believe that that's 05:20 the only worldview you can have in fact 05:22 the opposite is actually more true if 05:25 you spend your life focused on taking 05:29 care of others serving other people 05:31 finding out what's in their best 05:33 interest and then making sure they get 05:36 what's in their best interest you can't 05:38 help but become taken care of for a 05:41 variety of reasons there's no formula it 05:43 just works 05:44 in fact Zig Ziglar famous salesman and 05:47 motivational speaker has this amazing 05:49 quote where he says you can have 05:51 everything you want in life if you will 05:54 just help other people get what they 05:56 want it's just another way of saying the 05:59 same thing be a person be a brand that 06:03 isn't so inward focused am I gonna have 06:06 enough money am i going to be successful 06:08 because ironically by doing that you're 06:10 cutting off the flow of success you're 06:12 cutting off your opportunity to grow the 06:14 very thing you want you're cutting off 06:16 by doing that instead if you do the 06:19 scarier thing which 06:20 you know forget about what I need let's 06:22 find out what my customers need let's 06:24 find out what my audience who hasn't 06:25 bought anything needs let's find out 06:27 what little general marketplace needs 06:29 can I find a way to give them what they 06:31 want whether it's my free stuff or I 06:33 give first whether it's my product or 06:35 service give people what they want solve 06:38 their problems scratch their itch help 06:40 them achieve their dreams you will 06:42 become in demand 06:44 you will become magnetic you will become 06:47 successful you won't have to worry about 06:49 whether you're making enough money like 06:51 I've shared before this is exactly how 06:53 I've built my six figure now seven 06:55 figure business by focusing on giving to 06:58 other people finding all if they want 07:00 and I give away content for free every 07:02 single week I've been doing it for years 07:04 and years and years and I try to make a 07:06 better content I try to make free 07:09 content that's better than people's paid 07:11 content I just give so much a way that I 07:13 think I'm crazy people think I'm crazy 07:15 but what it does is it draws more people 07:17 to me I have more potential customers 07:19 than ever and then they become customers 07:21 because they just can't help but want to 07:23 buy my paid stuff because they know it's 07:25 gonna be good if the free stuff is good 07:26 and I've given them so much in the first 07:28 place it just creates this beautiful 07:30 virtuous cycle of giving and receiving 07:32 because you're focused on not receiving 07:35 you're focused on giving to others I've 07:37 seen it happen in my own life this is 07:39 exactly what you learn inside the go 07:41 giver now the third and final golden 07:44 nugget of this book is one that I think 07:45 a lot of people will skip over because 07:47 we don't readily see its benefit and 07:49 that is that the most valuable gift you 07:52 have to offer is yourself what I mean is 07:55 this is in business and in life there's 07:58 this constant pull to fake it till you 08:00 make right we don't feel like we're 08:02 successful enough legit enough we feel 08:05 like there's a persona that we need to 08:07 adopt whether it's a completely 08:09 different persona or just a slight 08:10 variation of the truth in order to be 08:13 accepted in order to be seen as legit in 08:16 order to be seen as having credentials 08:18 or being credible and we do this to 08:20 present ourselves as something we're not 08:22 in order to gain something that we think 08:24 we need which is either more customers 08:25 more 08:26 Inchon or more respect in the go-giver 08:29 the main character Joe learns a lesson 08:31 that shows that this is actually again 08:33 backwards from what's really true that 08:35 the way to reach your audience to impact 08:38 them and ultimately move them to want to 08:40 buy what you're selling is to just be 08:43 completely yourself and offer nothing 08:45 but you as you are as Joe learns inside 08:49 the go giver as long as you're trying to 08:51 be someone else or putting on some act 08:53 or behavior someone else taught you you 08:56 have no possibility of truly reaching 08:59 people the most valuable thing you have 09:01 to give people is yourself no matter 09:04 what do you think you're selling what 09:06 you're really offering is you this is so 09:10 liberating the person that you're best 09:14 at being is yourself and ironically it's 09:17 that authenticity that you being exactly 09:21 who you are 09:22 that will actually make a deeper 09:23 connection with your audience it will 09:25 actually get them to trust you and like 09:27 you and want to do business with you as 09:28 opposed to having some slick persona or 09:31 some corporate lingo on your website 09:33 just presenting yourself and your brand 09:36 exactly as you are a human being with an 09:39 idea or a service or product trying to 09:41 connect with other human beings and 09:43 serve them and fill needs people sense 09:46 that and they appreciate that and it 09:48 actually makes them want to do business 09:49 with you in fact this has never been 09:50 more true than it is today with the 09:52 millennial generation in my generation 09:54 we statistically don't trust gurus or 10:00 corporations as much as we trust more 10:02 authentic people or influencers or 10:04 authentic brands and there's been a lot 10:07 of study and research on this and one 10:09 study in particular I wanted to 10:10 highlight some of this is the Millennial 10:11 brand connection research it breaks down 10:13 three core values from Millennials but 10:16 look at one of the core values which is 10:18 authenticity in this chart it says that 10:20 87 percent of Millennials appreciate it 10:22 when companies make clear what values 10:24 they stand for 81 percent of Millennials 10:27 said the companies that make sincere 10:29 efforts to invest in or beep 10:31 my community deserve my loyalty it says 10:34 here on the left they have a keen 10:35 ability to see through height and 10:37 exaggeration and they expect honesty 10:39 integrity and upfront communication as a 10:42 baseline and get this not only do they 10:45 value authenticity in themselves but 10:47 also in the companies they buy from more 10:50 than ever before 10:51 this massive generation in the one 10:53 behind it can sniff out fake and they 10:57 can sniff out when you're just trying to 10:59 sell them crap and the ironic thing is 11:01 if you want to sell a lot of stuff and 11:03 make a lot of money and be successful in 11:06 that regard financially let's say you 11:08 can't fake it you need to be real you 11:12 need to give people what they want and 11:13 you don't have to put on a persona 11:15 because it doesn't even work 11:17 it doesn't even impressed actually does 11:19 the opposite these people want the 11:23 companies that they do business with 11:24 whether it's once in a while or 11:26 regularly subscriptions or subscribe to 11:28 whatever the company is they want to 11:30 know who that company is what they stand 11:32 for they want to do business with real 11:34 people and it's not just a trend it's 11:36 not just a fad it is a catechism across 11:40 the entire industry in all industries 11:43 where the value is not in looking slick 11:45 it isn't being real and offering real 11:48 solutions to real problems and making a 11:50 real difference and it makes sense if 11:52 you think about it because we're going 11:54 back to the way Commerce was hundreds 11:57 and thousands of years ago which is real 11:59 humans exchanging goods and services or 12:02 bartering or money for real things they 12:04 need and really connecting it gets that 12:07 human touch point again where you don't 12:10 have to be something you're not you just 12:11 show what you have to offer you make it 12:14 clear who it's for and how it can help 12:16 and the right people will buy it and the 12:18 wrong people won't it takes all the 12:20 pressure off you can leave your 12:21 authentic story into it both the good 12:23 and the bad and just be you well there 12:27 you have it those are my three golden 12:29 nuggets from the go giver like I said 12:31 the go giver is a gem of a book one of 12:33 the few business books that I agree with 12:35 every single thing they preach every 12:37 single idea they suggest if you don't 12:40 have it go buy it read it once a year 12:44 and let it change the way you think 12:45 because it's the opposite of the culture 12:48 that we're brought up and at least here 12:49 in Western America we are brought up in 12:51 a take care of yourself first culture 12:53 and the go giver pause it's a different 12:55 idea one that I think is actually very 12:56 biblical if you're a Christian which is 12:58 serve others first give to others first 13:00 and you'll be taken care of and as I 13:02 mentioned earlier my entire business is 13:04 built around this concept of giving to 13:06 others first and if you're interested in 13:08 learning a bit more about how you can 13:10 build an income stream based off the 13:12 idea of giving to other people like how 13:14 does that actually track out and I want 13:16 to give you something I've put together 13:17 a free training called how to get paid 13:20 to do what you love and spoiler alert 13:22 the irony is if you want to get paid to 13:24 do it you love you have to find out what 13:26 other people love and what other people 13:27 want need and give that to them first 13:29 and in this simple training I'll walk 13:31 you through the three steps of how to do 13:33 that how to identify what people want 13:34 how to give it to them and how do you 13:36 monetize that how do you turn all that 13:38 idea into an actual income stream 13:40 because we do want to have a business 13:41 it's a simple training download it you 13:43 can podcaster right now and take a 13:44 listen to it wherever you are and get 13:46 working right away I have homework at 13:48 the end of it it's really simple but I 13:49 think it'll fire you up and get you 13:51 pointed in the right direction to start 13:52 your business or if you're stuck grow 13:55 your business to grab your copy of it 13:57 just go to Graham Cochran comm slash get 13:59 paid or hit the link below this video 14:01 thanks for watching thanks for 14:03 subscribing to these videos make sure 14:05 all the likes and thumbs up in comments 14:07 and I'll see you on another video 14:09 we'll see 14:11 you English (auto-generated) Up next