JB Glossinger on Morning Coach, Consistency Systems, and Resilience Through Saying No

[00:00:03] Hi, I'm Dr. Russell Thackeray and welcome to Resilience Unravelled, a podcast with new ideas, new thoughts, and new thinking about resilience. Guests with remarkable stories, products and services that can really power up your own mindset and resilience. You can also go to our site for more information, to ask questions, or to access some of our resources at resilienceunravelled.com. Let's get started.

[00:00:33] Hey and welcome back to Resilience Unravelled. And someone sitting in front of me tonight is very quiet, very shy, very demure. Oh no, he's not. It's JB Glossinger has arrived. Hey JB, how are you doing? I'm doing great, but it's so funny. I have a lot of energy, but I'm actually very introverted, so I am kind of shy. Yeah, it's often the case, isn't it? Look, JB, that's first of all, it's interesting to always meet someone with the initials. What's the story behind having two initials?

[00:01:03] It's funny. I just wrote another book, right? And so in my book, I talk about this story. I'm going to say a word that throws a lot of people off, but it's retard. I was called a retard in third grade. I know it's a crazy word, but I was bullied. I flunked third grade. It was a really ugly situation. And my name was James. And so I went to school up to third grade. I was James. I was in a split third grade class. We transferred schools and I changed kind of everything about me. I was tired of, I was a little kid that was bullied.

[00:01:31] They got held back and it was just an ugly thing. The kids called me retard. In fact, I was special needs. They said I had a speech impediment. So I had to go to a special needs class and they would come get me. And it was the seventies, right? So they would say, James Glossinger, you need to come. And all the kids would boo you retard, blah, blah, blah. And they would take me out of class. And then I'd come to the class later. So when I got to third, fourth grade class, I didn't want to be called James anymore. So I just started calling my name JB. And ever since then, I've been JB. I've never really used James.

[00:02:01] So it's, there's a little story behind why it's JB and what that is. My middle name is Brian. So it's James, Brian Glossinger. It's good though, because certain initials do work really well together, don't they? And JB do work well, don't they? There's a lot of JBs in the world. Yeah, it's served me real well. People remember me and I speak, I do things different on stage. I always wear a different kind of shirt and jeans. I don't wear a suit. So it's just being a little different helps you be a little more memorable sometimes. So JB kind of helps people remember who I am.

[00:02:31] It's interesting for those of you watching on video can see that JB is wearing a gold lame catsuit this evening. So it's very nice to see that you're different on stage. That's good. Exactly. The only thing I tell you is I always tell people just remember the scotch, not the good one, J&B. I don't drink anymore, but J&B scotch has been around for years and years. So I just say, remember the scotch, JB. That's how you can remember me. Look, you've already started, but tell us a little bit more about you as a person. Oh, thank you.

[00:02:58] I just, I'm having fun, loving life, trying to put some good energy out there. I'm not the straight A student. I was somebody that struggled in school, had to get through. And through that, I had to figure out other ways to live life. I wasn't the person who had the golden spoon. My parents were middle-class workers from Indiana, European farmers who had come over. That's my descendancy. I'm actually, I think, three-quarter Polish and a quarter German. So I come through that European background, but I've got a really hardworking people, right?

[00:03:28] And so they were fat. Nobody graduated from college. And so I went to school. I did get through after some attempts. I did better in my MBA, my PhD with more structured learning. It went really good, but I had to figure out a way to live life. And one of those ways was just to kind of learn to have a little more emotional intelligence, talk to people, learn how to communicate. Because I definitely wasn't going to get it with the grades and with the transcripts. So I had to figure out another way to build my life. And that's what I've done. I've really had a great life. I have no complaints.

[00:03:58] It wasn't, like I said, the smartest tool in the shed when it came to the actually education side. But when it came to the lifestyle and life side, I really figured that out. And I'm really happy with that. Very good. And what is it that you do? So I have been doing Morning Coach for 21 years. Previous to that, which is what I do as a daily coaching show, I've done 6,000 episodes. So the claim to fame was when I started 21 years ago, it literally was top 25 of all podcasts without some failure before.

[00:04:27] We can get into that if we want to. But it actually had top 25 on iTunes and beat the Oprahs and the Ellens and all. And it was huge. It was huge. I didn't make any money, but it was huge. 2006 to 2009, I was one of the top podcasters and one of the original ones. And in 2009, we went paid. And so I built a coaching system. And I had 1,200 people come with me. And ever since then, I've worked with people, thousands of people around the world to get them energy every day. And then we have, obviously, books and systems and structures around our systems. Before that, I was in aerospace.

[00:04:58] And a quick story, in order to get in aerospace, I was running health clubs. I'd just graduated college. And I wrote a letter because I saw in the newspaper, I'm dating myself, a newspaper, an ad for a helicopter engine repair salesperson. I said, that would be cool. Here I'm a gym guy running health clubs. And so I sent a letter in. I'll never forget. I went to the, it's called Pueblo Remotive. And I went into the receptionist. They said, oh yeah, they're waiting for you. And I went in to see Gene Cray, this big, tall soccer goalie.

[00:05:27] Football, right? Soccer goalie. And Vietnam F-4 pilot, big guy, says, Dwight, come in here. And so this guy comes in, another big guy. And he was a sales, the sales manager. And he goes, I want to introduce you to the guy that wrote the worst letter that I've ever read. He said, this is horrible. How did you, did you ever go to college? And I said, yeah. He goes, this is a horrible letter. Well, two hours later, I had the job. So that's how I got into aerospace.

[00:05:55] I started traveling the world doing T-53 engine helicopter repairs. What a crazy journey that was. And I was in aerospace for about 10 years. I was 35. And I broke away to start building Morning Coach. Yeah. It's interesting because looking at Morning Coach, it's funny, isn't it? Because what you're talking about is a system for consistency, not motivation. But then you talk two or three times about motivation, getting people going in the morning. But it's interesting that you're, and now we talk about, alluding to your engineering background, that makes sense about consistency.

[00:06:24] And I guess if you've done six, whatever, thousand shows, that is about just showing up and grinding through it in a sense, isn't it? Yeah. And that's why I started Morning Coach, honestly, is I would go to these events and I would come back all fired up on Monday and then work would just happen. And then everything I learned and all the money I spent would just go out the window. And it was like, wow, the suntan went away. You know, I went to the event. I got all excited. I was going to build a business. I had all these dreams. And then Monday came.

[00:06:53] So yeah, Morning Coach came because I needed someplace where I could get a consistent system. I was using Les Brown and Zig Ziglar and Tony Ryan, all these people's systems, which were great teachers. But I would switch from one to one as I read a book and another book. And I was like, I need a system. And what's crazy, the original concept of Morning Coach was I was going to go get speakers and do a new person every week. And I'm like, no, I just need to do this. So I actually did it for myself. So yeah, motivation fades. I do think you need some motivation. You need to get going.

[00:07:23] But really, it's the showing up and doing it's what's going to make the difference. Yeah. And that's really about determination and grit, isn't it? And actually almost not thinking too much about it. Sometimes you just have to get into the habit and routine and get on with it, don't you? Get over yourself and get on with it, as we say in psychology. Yeah, there's a failure loop, right? So Hammering Carroll, who is, I mentioned him in my book. He took some of Elizabeth Kubler's Ross work. So Elizabeth Kubler-Ross, we all know from On Death and Dying, right? So been around forever.

[00:07:53] And she's been with us, amazing transformational person to help people in grieving. He took that cycle and applied it to entrepreneurs. And it was really interesting because I talk about it in my book. As Cameron says, okay, there's this uninformed optimism that you get whenever you start something new, and this is why there's a major failure loop, right? Because you get this uninformed optimism, and you're so excited, and then you get informed pessimism. Oh, this isn't going to be as easy as I thought it was. And this is where it happens to a lot of people.

[00:08:20] So that's where they lose the motivation, they lose the interest, and that leads to a crisis of meaning, right? So now all of a sudden, what am I going to do? What do most people do? More uninformed optimism. So they start the loop again. They go chase the rabbit. They go do something else. They go find something else to give them that dopamine, that energy. And so it's just a loop. And then they get informed pessimism. Wow, this is harder than I thought it was going to be. So then you get another crisis of meaning. So the way you break through that is you've got to get informed pessimism. You've got to get informed.

[00:08:49] And that will create that coaching. People listening to your show, people that are looking for the higher thought. Okay, I can get through this. That's how you get to success. But so many people are in that failure loop. They just can't get out of it. So you've mentioned the word system two or three times. What's your definition of a system? Yeah, a system is we call life operating system. But to me, a system is something that's individual and unique to you. I don't think some people are visual. Some people need a spreadsheet.

[00:09:17] Some people need a app on their computer. Everybody's different. So a system to me is something that is you, something that applied to you that you can do personally, that's going to work specifically for you day in and day out. So it is another word for a process. Yeah, I would say it could be a process, but it also could include tools. We're big into the remarkable devices. A European company we work with, Kindle Scribes. We build planners for devices because some people have,

[00:09:46] some people like e-ink, some people like iPad, some people like paper and pencil. So yeah, I think it's processes. Very important because we build on a PDCA engineering process, which is plan, do, check, act. It's a cycle. So we apply it to personal life. But we also have tools that are really important and tools need to be very unique because everybody's different. And again, there is no cookie cutter thing. That's another, I think, thing that happens with a lot of people when it comes to success. They see somebody else.

[00:10:11] So they apply those same tools to them without really looking at their own way of life and the way they work and the way they do things. And it causes resistance. That's quite interesting because a lot of these systematic sort of ideas, it's like you were saying earlier, you go on a course, you come back, you get overwhelmed, you carry on. You know the answers, but you don't do them. There's always something that gets in the way, isn't it? It's the art of implementation, which is key here, isn't it? Not inspiration, I think.

[00:10:39] And I think people invest in the wrong part of the consistency loop, don't they? It is actually sometimes the accountability of just sitting down and doing the job. And we over-glamorize business to some extent, would you think? Oh, it's huge. In fact, I'm living a new process called Zone 2. I like to live before I teach. And I'm a runner. I qualify for Boston. One of my options was to become a runner. And so I ended up calling for the Boston Marathon at 56. I ran a 327. It was awesome. My mom was 79.

[00:11:08] I felt 12. She felt like she was 21 again. I'm crossing the finish line. We're hugging. It was just a beautiful thing. But in order to do that, I had to build the process. And Zone 2 is something that a lot of the good runners run in. It's really a very slow tempo. You're almost talking. Business and life need to be that way. So many people think it's the hack. It's the crazy thing you do. It's the brand new idea. The truth is, very successful business is actually Zone 2.

[00:11:37] It's not 3, 4, 5. It's not pressure. It's not stress. You just can't operate at those levels and build a great business. It's actually that Zone 2 consistency and really everything we do in life that creates success. Right? So it's actually boring. Golf. Great example. I always think I'm going to go out and shoot a 72 on the golf course. Why have the expectation I've never shot a 72 in my life? Right? It's like, that's not going to happen. But I coach and worked with one of the kids that's going playing in the Masters. He's 12th in the world. He's Columbia. He's amazing.

[00:12:07] You play with him. It's boring. He's in the fairway all the time. He hits every green. He puts it in birdie or part. Fairway green. I'm in the trees. I'm in the woods. So it's really interesting that when you really reach mastery, I think mastery is boring. And everybody else is all over the place trying to figure it out when really the true masters are kind of just going with the flow every day.

[00:12:31] That's really fascinating because apparently, according to the Silicon Valley peeps, this AI nonsense is going to change the world and all that's going to come to a halt. And it's all about maximizing these amazing, no more incremental gains. It's all about massive discontinuous leaps and such. But you seem to be going against that sort of idea. I think in personal development and growth, I think so. I guess in technology, you could say the jumps can happen.

[00:12:55] But I do think in your own personal growth mastery, for personal growth mastery, I think is something that needs to be consistent and ongoing. I guess in technology, obviously, we've seen those jumps, right? I'm seasoned. I'm 56. I'm not a young guy. So I had a Commodore 64. I was pre-computer generation and then got into computers when I was younger. And we've seen some leaps, but I don't know if we're seeing those gigantic leaps anymore. We got the AI. Obviously, we all understand that's changing so many things. But is it really? I think here's the deal.

[00:13:24] I think it's changing at the level. If you're somebody that's doing a productive job and not growing, say web development. We had a web development company years ago. We charged 40, 50 grand for a website, which you can go do on a technological platform for 30 to 50 bucks a month now, right? So I think you got to be growing and developing. So I think there's always going to be those people that leap. There's always going to be those outliers.

[00:13:48] But I truly think the masters, the people that really master things, whether it's somebody that's running and feeling fit or building a business, is going to be the consistency over time. It's just proven. So we're all about resiliency, of course. So how does your consistency, this, how does that link to resilience for you? I love resilience. I think it's very important. So there's three aspects in our system. So we have a cascade, right? So mission, vision, values. And it's not corporate mission, vision, values. It's our terminology.

[00:14:17] A mission is something you're going to do over 12 months, right? So it's something you're going to do. A vision is who you're going to become over 12 months. And your values are what's important to you. And then we cascade goals, projects, tasks out of that. So how do we stay resilient? We make sure we have the right mission of what we're going to do. We make sure we have the right vision. I mentioned mine last year was qualifying for the Boston Marathon. We make sure we have the right values. And anything else that's outside of that, we need to get rid of because it's noise. And that's what most people have a problem with, especially here in the United States

[00:14:46] where I'm at, where people just are doing a million things, trying the latest fad, trying to go a million miles an hour. The truth is you've got to get focused. You've got to say no to more things. So resiliency actually comes from strengthening the muscle of the no. And that's what most people have problems with. So say that again, strengthening the muscle of the no. That's quite an interesting idea. Just expand on that bit. Yeah. The more successful you become, it's crazy because at the lower levels of success, like

[00:15:13] when you just get started, there's not a lot of things to say no to. You've got opportunities to try and different things. But the more successful you become, now all of a sudden you've got opportunities, choices, things, demands on your time. And so you've got to strengthen that muscle of the no. That's what's going to provide the resilience because you get rid of the stuff that's distracting you from the core process or the core meaning of your life. We go to Viktor Frankl, right? Let's go really old school. It's like finding that meaning and sticking with that.

[00:15:39] We just make it more tactical and saying, who are you going to become at the end of the year? And what are you going to do this year? And those things help you become, help you get through things, which allows you to be resilient. Yeah. It's interesting what you're describing that because actually a lot of, there's a couple of things here, isn't it? There's that, you've got your sense of purpose and forward momentum is really great. That makes sense. You've got to have some systems. You've got to have some consistency. Some of it's got to be quite boring, but a lot of it's energy, isn't it?

[00:16:09] So you're actually putting the energy into the right place. So what your master's golfer friend will know is that he puts energy into the things that matter. So he'll put energy into his practice, but he'll be able to take energy away when he's performing. As an ex-musician, we used to know this is where you put your energy into the process around you that matters, doesn't it? Because energy can create friction, but also that friction can be good because friction's learning as well, isn't it? So it's how do you balance all these different balls in the air, isn't it?

[00:16:37] Because some of it is, I was talking to someone running a charity or a not-for-profit yesterday or the day before. And they were saying, and we were just talking about, you have a small number of choices to grow your organization. It's this, this, this, or this. So choose one and then go for it. Because in a funny sort of way, it doesn't really matter what you do as long as you actually commit to it and go for it. Thoughts? Yeah, I love it. No, and you're right with me. Every December we do a planning session. And over time, it's how do I do more things that give me energy?

[00:17:05] And how do I take things out of my life that are taking energy? And if you do that for 20 years, you're living a place of great energy where I'm at, right? So I've been spending 20 years taking stuff away. I don't need this in my life. I mentioned that I live in Colombia because I want to get out of the noise of what's going on and go with people that are in a place where I'm, we have a place in Ibagué and Palomino. The place in Palomino is literally 3,000 people in the middle of the jungle and dirt roads. And the most beautiful people in the world come there because it's a hippie capital of the world. And it's just energy.

[00:17:34] It's people that are just happy. There's no political noise. There's some nonsense. And so for me, that gives me energy. So in my life is constantly this evaluation of what is taking energy for me and what is, giving me energy. And our decision-making model, that's one of the things. What are your values? And is this going to give you energy or is it going to take energy? And if you feel like, wow, this is taking energy, don't do it. So it's really, it's an, what we're really talking about is emotional intelligence, right? Awareness.

[00:18:02] I told you I wasn't really book smart and I'm not going to sit here and be egoic and say, I'm this genius in EQ, but I'm done pretty well with emotional intelligence. That's my strength. And the good thing about emotional intelligence, it's a skill. And I've done it through reading books, literally thousands of books over 20 years, three books a week. I've done everything I could to get the self-knowledge. And I really believe that's what we're talking about. It's about awareness and energy management, right? When it comes right down to it. Yeah.

[00:18:28] I always think resilience is emotional intelligence plus mental toughness. That's the way of thinking about it. So you run this coaching program, you're writing books and you're doing all sorts of different people. I can see your energy. I can see the passion. You've got a very clear idea. And I'm pretty clear that you're one of those sorts of people potentially that's very good at saying no. You're very good at avoiding that seductive siren on the corner of the street saying, come over here and try this new idea that no one's ever done before.

[00:18:57] So is that true or do you get pulled off? No, I'm a mere human being too. I've had a lot of vices in my life. I grew up in a drinking community. Every weekend it was drinking and partying. And over the years, I've had to leave that part because I found myself with cognitive load where all of a sudden I had all this stuff going on. My release used to be, Hey, let's go out and have a few drinks and then it would affect me. So yeah, I'm just like everybody else. And that's what I'm saying. I think what qualifies me as a coach, I've had to figure it out.

[00:19:27] I'm not just straight A student. I'm somebody that had to kind of step back and go, how can I live a lifestyle? And one of the things I really believe in is if you're going to work with somebody, they should open their bank account. They should open their house. You should be able to see the way they live. You should be the way they, what they do. We've got this TikTok world that just drives me nuts and all these people telling people how to live, but yet you don't even know really what's behind the curtain. And so I really believe that if you're going to work with somebody and anybody, especially somebody you're going to trust, you should be able to peek behind the curtain and see

[00:19:56] not only their good points, but their bad points. And so I've got to figure this stuff out when it's been tough, leaving alcohol behind was behind tough. I left caffeine behind. These were just things that weren't allowing me to have the peace and the joy, because to me, ultimate success is peace. I really believe when you have that peace and you just are living, it's really important. And another aspect you would appreciate is I'm really into psychological time because I'm getting older. I'm trying to slow time down.

[00:20:20] And it's interesting when you use certain substances and do certain things, the cognitive load and the way you work actually works against you with the time. It starts to speed it up really fast. And I see a lot of people suffering with that. So again, just stepping back. No, I'm a normal human being that just had to continually optimize and figure things out. And I still haven't figured things out. I'm still learning every day. Every day I realize how dumb I was yesterday, but I'm enjoying it. At least I'm going to enjoy it. That's the classic thing about learning, isn't it?

[00:20:50] The old Jen and Kruger effect is the, which the good thing about it is the smarter you get, what you do is realize how little. It's people who know very little think they know everything, don't they? It's one of those things. So you run these coaching programs. Who are they geared towards, JB? What's your ideal coachee if there is such a thing? Thank you. Thank you. A lot of professional people. So we are not for people that are getting off the sofa, right? That's not what we have. We have a lot of professionals, engineers, a lot of professional people, lawyers, people

[00:21:17] that are looking to get structure in their life because they're already professional and they have too many irons in the fire, too many things going on. We've got people all over the world and it's not for, like I said, it's not for the person that's looking for the rah-rah every day. Even though I do some motivational stuff, it's really people that are extremely, success is such a loaded term, right? So I would say professional people that are really working to better themselves. And that's what we attract. And we build a community that I think that's the thing I'm most proud of is the people we work with.

[00:21:47] I was mentioned earlier before we got on the call, one of my Juergen, this German engineer came with me and his wife was like, what the heck are you doing with this morning coach thing? It's this dumb thing here. What are you doing? And he told me this one day in a call that the first year was pretty good and he was really high stressed. He was able to get everything organized and structured. He also does really high level consulting, software privacy work, able to organize his life. And by the third year, his wife goes, I don't know what that stuff is, but I like the man you're becoming.

[00:22:13] So that just made me, I can't tell you how much that meant to me. But really, it's just really professional people that need processes and systems. And we have everybody from engineers who they send 96 page plans in doing what we're doing to people that are entrepreneurial that just want it in their head, but need some type of structure that they can progress with. Yeah. Yeah. Fascinating. And as someone who writes books, I'm always very admiring, if that's an English word, about people who write books as well.

[00:22:41] So you've written a new one and it's very, it's a get your backside and do get stuff done. What's it called again? Yeah. Get it done now. Get it done now. It was an interesting process. Who's that written for? This is actually my systems and structure. And as a fellow author, this is the first book. My last book was published by Hay House. So I got a lot of money for that and luckily I had Wayne Dyer help me a little bit before he passed away. He was a big mentor of mine and I'll be full disclosure. Those were written for money. I was paid to write them.

[00:23:10] They were people, I had big followings. So my first book was self-published. The others were published, but even my first book, I was leaving corporate. I'm like, this is the thing that's going to make me money, right? This is the first book that I've written for my people. It's from my heart. I don't care if I sell a copy. We're doing well with it, but I really don't. It's really about the book and the content. So it's only taken me five to really write a book that is like what I love, if that makes sense. It does. Totally. Yeah.

[00:23:37] You've almost got to clear the pipes, haven't you, of all the books which are always... Yeah. Well, we live in this damn economy where it's like, we got to grow. You got to make money. You got to push. And I was there when I was in my business first 10 years. I was trying to build this big thing, huge events, $45,000 mastermind. What a disaster. It really was. And I had bought into that. It wasn't me. And here I built this million dollar business, 10 people working for me, miserable. Looking at my bank going, I'm not even making any money. And it wasn't until kind of that failed that it had a rebirth.

[00:24:06] And as Neville Goddard says, you kind of die to your old self and become new. And it's been just a wonderful joy letting all that go. That ego, that trying to build the vanity metrics on YouTube and all that stuff. It's just noise. It's paint on the race car. But it's interesting as well when you talk about that, because there are different types of business, aren't there? And you've got people, because your economy seems to be very structured around this hustle, the American dream. Anyone can be anybody.

[00:24:32] And of course, clearly, that's another fallacy, because the dice is heavily loaded against people that can't do that. But it strikes me that the way your systems are funded, it's very possible to actually appear to have a lot of money, where actually it's nothing to do with building a real business. It's actually about leveraging funding and who you know and being invested in real estate and things which collapse and go bankrupt and walking away from your losses and such.

[00:25:00] And I think building real business, plant businesses, plumbing businesses, HVAC, those are the things for the future for me. And those are the things where you see people. It's almost like honest toil for creating honest businesses with real outputs rather than these fantasy crypto businesses. Like you say, you go on TikTok and I've seen something today. Here's five hustles that will make you $30,000 a month. And the implication is you just follow that.

[00:25:26] And of course, what people don't realize is that they sell you a training course and that's how they get rich. You don't get rich by doing the work. The whole thing is sort of a giant Ponzi scheme. Yeah, it's a pyramid scheme. That's somewhat disingenuous. Yeah, and the people on the top make the money. Yeah, and it's ugly. And I could sell my soul and go that direction. I could put a course up on how to podcast. I could build all that and say, hey, we're going to build this podcasting thing and sell it for $2,000. And no, 98% of the people would never have success with it.

[00:25:55] But I'm not going to do that. I'm going to focus on helping people. But you're right. It's sad for me because there's a lot of professional people out there that do those things. And I apologize. My cat is banging in the background. If you hear some noises over there. When you say your cat is what? Banging? Yeah, my cat is banging my wind chimes. Oh, I see. In England, the word banging has a very different meaning. No, he's not doing that.

[00:26:24] I was just thinking, looky cat. And I'm just going to promise you now that this is definitely going to stay in. Good, good. I love it. No, and we got to have fun. That's what life's about. But yeah, it saddens me. Look, I'm a metaphysical law of attraction guy. I love the metaphysical side of if you believe for things. But we had this secret came out. Rhonda Byrne from Australia made millions on that movie. If you just think a Lamborghini will pull up in your front driveway. And the problem with all that thinking and all the hype and all that stuff is the fallout.

[00:26:53] Of all the people that try things and then it doesn't work. That's what makes me sad. It's they try to build the, they buy the e-book to build the hustle. And then they try it. And they're like a teacher. And they really have dreams. And they get crushed. And that's what makes me sad. And I really war against that because I hate it. I really do. I have somebody recently just joined my program. He was a yoga instructor. And COVID, he got shut down. And so he went to an internet guy and said, I need your help. He paid him 50 grand.

[00:27:21] 50 grand to help him build a website and stuff. It's the only money he had. And then after the 50 grand was over, he asked for a, because he went on payments with him. He gave him a $5,000 charge. 10% charge because he was on payments with him. He went bankrupt. He was at the bottom. So when I talked to him, I'm like, why wouldn't somebody like that charge you a hundred bucks a month, help you build if they really were good and then take the money later? Exactly. It drives me nuts. It drives me nuts. And I don't want to hammer people or say names. There's big names out there.

[00:27:51] What we got to do is just keep spreading the word to the professional people so they don't get caught up in all that hype. Because there is some good stuff that comes out of it. But at the end of the day, it's all marketing, right? And like you said, the people that are making the real money are just marketing the marketing. They don't have a real product. No. It's a skill, isn't it? You do see some of the big speakers in the world just going around and saying the same stuff over and over again. That's almost incestuous too, by the way. They all promote each other's stuff. And the next thing, everybody's promoting the same thing.

[00:28:21] Yeah, it's bad. I'm not really happy with that. It was really interesting. I was at a podcast show in London last year. And I can't remember the name of the guy. Really famous podcast guy. And saying, oh, six or seven years ago, I used to market. The way I used to monetize is I used to sell these PDF sheets. I used to lock them down under a thing. And they used to charge you this much. He said, they were horseshit. That was his phrase. They were horseshit. And I knew it. But of course, I was saying the best thing ever. However, what I'm doing today is totally different.

[00:28:48] And it's like he had a bunch of Brits in the room looking at him going, yeah, it's definitely different, isn't it? And it's, can't you hear what you've just said? And it's this idea that there's something very weird in business at the moment that if you say something often enough, people believe it. And if it's a lie, it doesn't matter because you just keep saying it. And eventually everyone will believe you. And it's a real worry, isn't it? In the way that it doesn't speak to integrity or oath. I don't like the word authenticity. But integrity, I think, is the key thing. If you can't trust the person you're dealing with, why would you give them money?

[00:29:19] And that's, honestly, my business has been built on that, right? Just letting people in and talking about that. That's why I've been around 21 years. I've never won where I rode the roller coaster. Like anybody that's been in business for any amount of time understands you're going to have good days, bad days. It's just the way the business is. COVID hurt me. It was really difficult. I was the first person they cut off, right? It's like people were like, hey, I need to save money. I don't need this coaching thing. I need to save money. And I'm not going to sit there and fight with people. That's just not what I do. I've never had contracts or any of that stuff.

[00:29:48] It's yeah, go do what you got to do. And I got to be resilient to your point and figure out how to recover. And what are we going to do to get through this and how are we going to make it happen? And I just, it just concerns me. It's always been my concern because I always get a lot of people coming and we have a no sale rule in Morning Coach and we have a don't buy rule, meaning don't go buy something else. Let's find a resource or a tool. You're paying a hundred bucks a month already to be a part of my membership. Don't go buy some, don't buy a $2,000 course.

[00:30:16] Ask us first and maybe we can come up with something. Not that we teach business, but we have people of all different shapes and sizes, but we don't, we're not going to teach some get rich quick scheme, but still, if somebody is going to buy something, we want to know and maybe we can get you a resource so you don't waste your money. So yeah, I'm big. I'm right with you on that. And it's just a really, it's a disease. Yeah. So look, JB, it's been a joy to talk to you and I'm very conscious of being respectful with your time. How do people find out more about you, the coaching programs, books?

[00:30:47] What we can do is, cause it's resilience. I love that anyways. I'll do morningcoach.com forward slash resilience. And I have a planner that goes with all of our e-devices. Be fun. We can give that away if we want to. And that's fine. No emails or any of that. I don't like any of that marketing stuff. Okay. How else can we do it? Just go to morningcoach.com. Perfect. Yeah. I'm, like I said, I'm pretty chill. Whatever anybody wants to do, I'm open and whatever we can do to help. That's not why I'm here.

[00:31:17] That's not why I'm here. I'm not here to do that anyways. I'm here to give energy. I think the conversation we just had is one of the most important conversations that we can have. If we can stop people from going down a path, and it's a real problem for me, like going down a path where they invest in situations or solutions, right? And then they don't work because we know they're not going to. They're hypey. They're about money. And all of a sudden, now it's horrible because, like I said, there are professional people that are really amazing.

[00:31:45] I have one that was a retired general, went through this same process, spent thousands and thousands of dollars on this hypey thing, and then was like, I'm going to give up. But here's the problem. We lose these wonderful people that have this wonderful knowledge that we could be getting out there because they buy into the wrong things. I'm all about that. Let's try to keep people educated and get them the right solutions. Hear, hear. JB, it's been a privilege to spend time with you this evening. Thanks very much for spending time with us. Love it. I thank you. Let's keep getting that energy out there.

[00:32:15] Good energy. You take care. Hi, I hope you found that episode useful and entertaining. If you want to support our work, please go to resilienceunravel.com and you can become a member there as well. You can also send us a question there and even apply to do a podcast. You can also leave a review on Apple Podcasts or any of the other podcast hosts of your choice,

[00:32:41] as well as getting hold of some useful resources about resilience and a whole lot more. Join us next time on the next edition of Resilience Unraveled.