A Book Without a Business Behind It Is Just Paper With Ambition

0:00If you know there's a book you're meant to write, the dream it, build it, write it challenges, where you begin, clarity, direction and momentum, right away. Join us, dream, build, write it, dot com. That's dream, build, write it, dot com. How many times have you seen online, some promise that's going to make you a boatload of cash? You probably are sick and tired of hearing anything like that nonsense. Welcome to the show. Tired of the hype about living the dream? It's time for truth. This is the place for tools, power and real talk. So you can create a life you dream and deserve your own life. Subscribe, share, create, you have infinite power. Hello there. Welcome to your ultimate life.

1:03The podcast that I created, you know, it's a funny story. And I've told it a couple times, but I'm going to tell it again because it's funny how this started. At the beginning of the pandemic now in, I guess it was March of 2020. And the words lock down were first uttered, right? We're going to lock things down. I joy my wife, my angel, I'm married to an angel. If you don't know that, you just, you look her up. She is like literally an angel. She walks on water and does more things than even I do. And I'm insanely productive. Anyway, it doesn't matter. She got a call from a fellow that we had been in a mastermind with several years before. So this is March of 20. I think it was like five years earlier in 15 or something like that at 14 maybe even or 15. We're in that mastermind for a couple of years. Anyway, we got a call from someone in that mastermind.

2:03Now they were not ever a client of mine, but they attended all the mastermind meetings at two, three or three day events. And she got a call from this fellow. And it was the strangest question. He said, does Kellan have a podcast? And you know, this is six years ago and everybody more than six years ago, six and change. And today everybody in their dog has a podcast. Every politician, every person that's kicked out of glory for whatever reason, right? Everybody starts a podcast. Somebody gets fired from their Don Lemon or Tucker Carlson, you know, get fired from their job. And the next thing, you know, they're out making a podcast. And because of name recognition, they get some, get some juice. And I get that. So now everybody in their dogs got one. But in 2020, there were way, way, way less. Still a lot. But anyway, we don't know why he asked that question.

3:04Unknown. We assumed we decided later in conversation. You got to remember this is a phone call, right? We decided later in conversation that maybe it was because lockdown was being spoken. And it was like, oh, things are bad, whatever, whatever. And maybe he was looking for inspiration. Maybe he remembered some of the things I said or stood for or whatever. And the message I had then was not way different than it is now, but it was nowhere near as developed. I didn't have the 300 million goal and I didn't have even the phrase living your ultimate life that I used regularly, although what I talked about was about creating, you know, creating things intentionally with your own abilities and skills. And a lot of the things I was focused on at the time were video creation because Facebook lives, you know, we're taking off and Facebook started doing lives because

4:05YouTube owned the world. And of course, Facebook and Google were fighting each other for that audience. And that's now more than 10 years ago. And might be even hard to remember. But anyway, so I focused a lot on presence and making love to the camera and energy and focus and clarity and language and all the rest, which is part of living your ultimate life. But anyway, back to the story. So later we thought maybe he's looking for some inspiration. But in the moment, joy had no idea and simply said, yes, although we didn't have a podcast. And I'm not even sure if we had done more than vaguely mention a podcast. Maybe we should have one sometime and I had looked up things to do about it. You know, that was back when you stored your episodes on Amazon S3 or Lib Sin or some other place and putting it together with multiple things seemed really hard. And so we talked about it, but we weren't sure, you know, what we were going to do or if we were

5:09going to do it. I know and have known that I have a speaking capability and a good voice and people tell me that a lot. So that's why we thought about it, but we hadn't done anything. Anyway, she just said, yes. And I don't know if there was more convoy about where to find it or whatever, but we didn't have one yet. So this is March of 2020. She came downstairs. Her office was on the main floor and mine was the whole basement, which was large. Recording studio, video studio and a separate bedroom, but I used it as a coaching, coaching place and had some green screen in there and stuff like that. Anyway, she came downstairs and said, we have a podcast. And I said, what? And she told me the conversation and said, person, said his name. I just called and asked, we have podcasts. And I said, yes. And so I thought, okay, we're all aware of the pandemic. And in those first weeks, I don't know about you, but I had on my screen all the time that

6:14John's Hopkins website that tracked the global incidents and the deaths. And you know, in those first days, I don't know about you, but I thought, okay, maybe this is Armageddon. Like maybe wow. Maybe this is like the thing, the plague or whatever, right? And later all the garbage that happened with lockdowns and restrictions and masks and distancing, you know, that was all shoved down. Everybody's throwed all over the world. The key architect of all that, Dr. Anthony Fauci has now been discredited and completely embarrassed and made to look like a fool. And of course, those of us that followed directions diligently because we thought maybe there was some truth to that now feel doomed. And I got the vaccinations, you know, I'd had that lung problem in 2018. And so I was an extreme high risk patient because I'd had double pneumonia in both lungs with

7:17necrotizing MRSA and those of you that know the story know that I actually died flatlined in the ICU and et cetera, et cetera. So we diligently followed everything and now in the wake of all the stuff going on. Yeah, everybody feels either furiously defending or completely foolish or I don't just say or whatever, but that isn't today. So that's how the podcast started. And so I said, wow, what can I do in a podcast that like will matter, that can do that. And we just then swim in the conversation about why in the world did he call and we decided maybe it's for, you know, support or uplift or encouragement or whatever. So I created the name your ultimate life because by then in 20 that that branding was what we had in terms of that's mission, not just branding, it's real life. So Joy busily looked up where to put it, how to do it and you know, how to make it happen. And we decided in those days that we needed to do one every single day daily.

8:21Well, I don't know if you've done a podcast or anything, but doing it daily is a lot of work. We decided to make it short so that daily wasn't a problem and so that it was easily to easily consumable. So we did that 15 minute daily podcasts and I did a lot of solos, but I didn't start it having a lot of guests and I had a lot of people and everyone commented, wow, 15 minutes isn't enough to do anything. So we did that for not quite two years. Once in a while we skipped the day just because that happens. But after 600 episodes, I think 600 or 650, we decided to change the format. So now it's 40 minutes and we do it twice a week and guests like that more and we seem to be able to get more substantive stuff in there. So that's the story of the podcast and the reason I'm telling it is because I want to talk about book to bank. And I said in the intro, you know, you've heard all these people promise that you can make money and

9:25I just cringe every time I see those things because not because you can't, you can. And online is just a phrase. If you think about making money, right? If you wanted to open a business pre-internet, you know, pre-2000 or pre-2006 when social media started blowing up, you could do that. I had a business, I had a recording studio, right? In Phoenix for many years and I advertised in different places and I explored different ways to advertise yellow pages, the regular newspaper, you know, all kinds of different things and I paid a lot of money to be in those regular places. And most of my business was coming from word of mouth because I had a very special studio. I am a musician and a very, very experienced and, you know, developed one and so I could bring in an individual who had just a song in their mind, a melody and lyric and because I had all the drum machines and synthesizers and I'm quite a good

10:29keyboard player, I could produce their whole song and indeed I did many albums, entire albums of people, you know, singer-songwriter with a guitar, even one that played a flute and, you know, sometimes they were just singers and played little keys to show me stuff and I helped them create the, you know, finish the melody if that was needed and then create, you know, an arrangement. What kind of song is it? Pop is it loud? Is it folk? Is it, you know, a country in western? coffee house stuff like what is it, right? And, you know, I'd work with them as a producer and help them do it and so I did a lot of that. Point is I had a thriving business and I ended up ending closing that business in 1995 even though I had run it for, I don't know, 13 years very successfully was one of the well-known studios in the Phoenix area. Why I closed it's a different thing we won't get there. My point is I had to advertise in some way besides word of mouth if I wanted to

11:35have the business grow, then came the internet. All the internet is besides a vanity platform where people get to be stupid and hope that they go viral, quote, and become an influencer quote, setting all that crap aside. The internet is just a different way to reach people. We used to advertising newspapers and yellow pages and billboards on signs and, you know, benches that sit by the bus stops and all that and that still happens television if you wanted to buy television time. So, you know, those things are all still available and then the internet came and the internet has made it possible to reach everybody in the world and before social media, there were Google ads where people then instead of using yellow pages went to Google to look up stuff for business, right? And so, and then you wanted to be number one on page one and all the SEO and optimization and all those businesses around that and came social media and first it was free and then social media ads

12:39and now they're really expensive and, you know, X's got ads and Facebook and LinkedIn and YouTube and Yomama everybody's got ads. But all that the internet is is a different way to reach people. Social media facilitates that and it is also this vanity platform and a platform for trolls and rage a hollix and a bunch of other stuff and now it's a platform for AI generated garbage. All of those things simply make it more complex to advertise or to market your products and services online. Now, back to the original premise, people telling you you can make money, quote, online. Making money in a business is a matter of having a good product, a needed valuable product. It's a man at then a matter of finding the market, those who need that product and then getting it in front of them. That's it. So you have a product, you have a market, a group of people that need what

13:44you have and then you have a way to facilitate the transaction. Now, that isn't credit cards or checks much anymore except through online payments like PayPal and Stripe and that kind of stuff. So that's all it is. Somebody says make money online. It means create a valuable product and use this magical mechanism to reach everybody in the world so that they can know about it. The problem is it's full of charlatans, weirdos, AI clones and frauds that now make it really difficult to get through the noise floor and to get in front of the right people and even when you do get in front of the right people, it all feels like a crap shoot because they're asking the same questions. Me and you ask, is this garbage? Is this fake? You know, I just saw another, I just saw another ad for a health food thing. It was going to fix all this stuff in me, right? And so I went to chat GPT and now AI has come. I didn't even talk about that. AI has come and exploded

14:49even further. So now you have AI and all the rest. So I went there, put the web page in and all the claims and the products and everything else and said, you know, what do you think about this and it thought for a long time. I use, I happened to use chat GPT but their latest model on high, you know, high depth is quite good. Deep search and good thoughtful answers with tons of references and so forth. And it gave me all the truth about the mixture, which is always as a mixture, right? Legitimate possibility with this particular product type of product, not this company. It didn't look up trust pilot or anything else but this type of product and the hype, the overblown claims, et cetera, et cetera. So now back to the original premise, how many times if you heard somebody say you can make money online, meaning create a product, get it in front of the people who need it and then create a transaction to serve them. It's like going to the grocery store by and bread differences. You're looking at the loaf of bread, you can read the ingredients,

15:51you can decide if that's what you want. It's not complicated. Online, you have to do it, I did. You know, you'll have to look up if the company worth anything is this product, you know, all this kind of stuff. And so you have to do your due diligence and that has made it really cluttered about finding out whether or not something's good. And you know what, it's not that different because people used to go door to door and sell snake oil. I remember as a kid, the fuller brush man was a particular company would come to the door with a suitcase full of stuff. And once in a while my mom would buy this or that and the Avan lady, ding dong Avan calling, if you're old enough to remember that slogan was, you know, cosmetics and personal care products and that kind of stuff. And both of those, I remember my mom would occasionally buy this at the other, but you still have to do your due diligence. Now, here's what I want you to know. When you think about that prospect of

16:54making money online, the first thing is you got to have a decent product to sell. You got to have something that really and truly meets a need because if you don't, if I don't or you don't, then we're part of that pile of charlatans that's trying to sell snake oil and pretend that it's better than it is. And that that that yearning or that need for people to pretend that something's better than it is has come about because everybody's claiming puffery they call that and add thing, hype, you know, blowing smoke if you want to get colloquial. All of that stuff happens and if, you know, why? Because we don't trust the truth of our product. Now, as a coach and a product creator and an author of 24 books, I have music 90 something songs in

17:56commercial relief. I have all kinds of products and I have, you know, products online, regular, you know, school products and I say school, meaning educational products, information products and with instructions to do things. I have all that. But the truth is we got to have something really valuable unless we want to be snake oil salesman or saleswoman. Unless we want to be frauds and use a lot of puffery and explosive claims that everybody knows it feels like B.S. that's why I did a search on this particular health product. I believe because I actually knew the person that was creating and selling it. I believe that it was valuable. They had that going for them. And when I looked at the website, the claims were, you know, outrageous. So that maybe do the research and it turns out that, you know, there's some good valuable stuff validated and some,

19:01you know, fringe elements and so forth. So that's the first piece. You want to make money online, you got to have a good product. Some people are afraid they can't have a good product. So they turn to affiliate sales and sell somebody else's good product. You can make money doing that. In fact, you can make a living doing that. But it's not fun and it doesn't fill your heart. It fills your bank account. If you do a really good job like being in MLM or something, you can feel a bank account selling other people's stuff. But if you want to live a life of purpose, prosperity, enjoy that handles the prosperity part. But I know you, your purpose is to change the world. Your purpose is to add, excuse me, good to the world in your particular way. That's your purpose. And I know that about you or you wouldn't be here as part of this podcast audience. If you know there's a book you're meant to write the dream it, build it, write it challenges where you begin clarity, direction and momentum right away. Join us. Dream build, write it.com. That's dream build, write it.

20:07.com. So I want to talk to you now with that groundwork about how is it that we create the most powerful, most important, most valuable, most world changing product or service? How do we do that? You're sitting there on the edge of your bed or in a chair or driving and you're listening to this. And I'm asking you a question, how do you create the most valuable product or service that you can so that you can change the world? However big that audience turns out to be, maybe it's not eight billion, maybe it's eight or 80 or 800 or 8000 or 80,000 or 8 million or whatever. Minus 300 million. So how do you make a product or service that has that capability?

21:08Well, you have to look because it comes out of you, right? You are creating a product or service. Sometimes people create an invention. Today, the big rage is to create an app. Now, joy and I have been going to the hospital and every night now for three before weeks is coming Monday to visit her mother because she had a stroke four weeks ago, Monday, 26 days ago. And you know, she's recovering, certainly not. She's quite old. She's almost 95, she's 95 September first and struggling and it's a stroke, right? And we got her help right quick and all the good stuff, but still problem. So we've been doing that. And that takes time and effort and energy. And as we do that, guess what? We're sitting there for sometimes we'll go for an hour, sometimes two, for long periods of time and she's dosing in and out. So we talk to her some and we have her do some exercises and, you know,

22:12little tiny one pound weights to help with rehab and movement, pick up your arms, move your legs and all the rest, right? But there's still periods of time where we're just sitting there. And joy is an avid puzzle. So she has tons of puzzles. I don't know, tons 10, 15, 20 to me, that's tons. Puzzles on her phone loves to do them. Word puzzles and everything else. And I'm not a gamer. I tried to be one 20 years ago and, you know, played pathways into darkness 30 years ago and on the Mac and, you know, played marathon and a couple of others. And what was that half life way back then? You know, that's the whole extent of my gaming and I never finished any of them. Except eventually, I finished pathways into darkness and set off the bomb and blew up the bad guys. But anyway, so what I what happened is sitting in there because joy plays all these games. I looked at puzzles and games on the app store and I picked several over time and then I'd land it on one and it's very

23:16addicting and fun and so forth, even so much so that I've spent a little money getting in there and so forth. Now my point is somebody created that game, that app. That has been something that has been attractive to me. I've used it. I wouldn't have found it if it hadn't been for this because I've never done that before. Downloaded a game and I I delete it every time we leave the hospital. Except for actually the last couple of nights I haven't. But anyway, I delete it. I don't want to play it in other at other times because I don't want it to be, you know, a part of my life in a regular way. My point is that person created that app that particular game. Now there's thousands and thousands of those games and puzzles. They serve a useful purpose in certain times and circumstances and that will make them some money because I've spent a little money in that. So your question for you and me is I don't think that kind of creation is going to change the world the way I want. See my 300 million is about whip-os worth identity, possibility, ownership, sovereignty. I want me

24:19and you to have the best life we can spiritually fulfilling, financially rewarding, emotionally deep. Right? That's what I'm trying to do and I'll bet you are too. I hear so many people say and I've interviewed so many people on the show. I want to help people. And what I love to find out is how you're doing that. What is it that you're doing? And over and over without exception, what I discover is two things. The most powerful offering that any guest has ever had to offer always comes out of their life story. It never comes out of something they went to school to learn even if they're a very successful attorney or engineer or executive and I've interviewed plenty of those. The passion project, the one that has deep meaning. See, purpose, prosperity, and joy are the benchmarks. You can get paid a lot of money doing anything.

25:23A lot of stuff. Right? I was an executive in the energy industry. Got paid a lot of money. Did that for 30 years? Not fulfilling, not satisfactory and had a lot of negative consequences, which we won't go into today. But I'm trying to get the Holy Trinity, purpose, prosperity, and joy. Life purpose, the meaning that you, the thing you and I were brought here to do, prosperity is the cash. A joy is that personal fulfillment. So if you could impact the world, and I'm using the word the world in quotes, maybe it's eight, like I said, 88,000, 8 million, 8 billion, I don't know. But if you could impact the world, your world, some piece of that world in a significant way, get paid really well and be full of fulfillment and joy, would you pursue that path? Or would you say it's too hard, not for me, somebody somewhere, but I'm too late, too stupid, too lazy, to whatever. What would you do? Because that's a personal choice. Now, as I said,

26:27in my experiences without fail, when I interview people and talk to them in networking groups, and I belong to several of those, every time without fail, without fail, the thing that people want to do, and that their desire to change the world always comes from their life experience, something that happened to them, around them, through them, whatever. So that is the most impactful thing that any of us have. The second observation I have about that is that it is the most motivating and joyful. Now, it's not hard to understand that either. It's motivating and joyful because it comes out of your life. It is the thing you or I have lived. That's easy to go to school, or trade school, or school of hard knocks, and learn about a thing to do. Like I learned in,

27:31you know, studio engineering and music production and all that stuff, and I'm good at it. Lots of albums done for other people and lots of my own. But it doesn't provide me the joy, you know what it does? Writing the songs that share the truth of the journey that I have taken and then producing and singing those. That's a whole different world. I know it's the same for you. So I've given you all this to think about right now because here's what I want you to think, understand. I have a program called Book to Bank, and I laid all this groundwork for all this time so that you would understand where this came from and why. Book to Bank came from all these people I've talked to, all these interviews I've done, looking carefully at my own life and seeing what is it that makes the biggest impact in the world for me or for you makes the most money and is the

28:38most joyful beyond comprehension. What is that? Well, I can tell you what it is. It is your story, the story of your life, not a biography, not a memoir, screw all that, the story of how you got to the place where you are right now that you're full of passion and desire to change the world, get paid and have fun. Purpose prosperity and joy, change the world, get paid, have fun. It's possible for you, and I say that over and over again, but most people aren't going to do it. Most people aren't going to do it. So I'm going to go back to this Book to Bank thing I talked about. It's not a slogan. It is an architecture. Okay, if I want to build a building, I need an architect. I need blueprints. If I want to do a song in the studio, I need an architecture. What I start with, how I lay the tracks, how many tracks I need, how I put them into the digital audio workstation,

29:41how I think about the mix, how I manage the different parts. That's an architecture. If I'm writing another book and I am, I've got six more underway. After I've got 24 done, you know that. And I've got six more underway, but there's an architecture about it. I've got a trilogy, two of them architect it. Actually, there's a third one. It's almost done to the books are out. There's a third one in nonfiction. I've got two fiction trilogies underway. Architecture to start with, the first book and the first trilogy is done and with the publisher. But the architecture is what it matters most if you want to have impact in the world. If we just go vomit, a story of our memoir of all the hard things that happened to us and all the scattered learnings, it's not going to do very much. It might be really impressive, but it isn't going to change the world and it certainly isn't going to get you paid. So the first thing we need is an architecture. And that's what this book to bank is,

30:44is an architecture of how to take the journey, the story of your becoming, not all the parts, the parts that matter and turn it into a framework of learning, teaching, sharing, and growth. So the story of your experiences, not all of them, but the ones that matter turned into a framework of learning, glory, and growth. That's what book to bank is. First, the second piece that book to bank is, is how do I take this story that I've designed and then get it to the right audience and make money? Well, the first thing you do is write a book. And the reason I say that without hesitation and with complete certainty is because writing a book takes a certain discipline. It makes you think about and understand and interpret all of these pieces that have happened to you,

31:46all of this stuff that you've been through and makes you organize the principles that you've learned from it. How did you get to be the brilliant, genius, loving, capable, powerful person that you are that wants to change the world? That wasn't an accident. The right, the discipline of writing a book makes us go through that and decide it and organize the framework. So that is how you create products and services that matter because there are millions of people right now waiting for my story, waiting for yours. Not a vomit or a trauma dump. They're waiting for the distillation of the events into a framework that they can use today to avoid pain, to shorten suffering, to compress time and to move more quickly to their own ultimate life, purpose, prosperity, and joy or whatever words they use are used. That's what matters. My friend, in book to bank,

32:52is that architecture. So first, it's the organization of your life into a powerful narrative. Second, it is the production of products and services that come directly from that narrative that address every single person that struggles with the things you struggled with, that has the same fears and pain and betrayals and everything. And then it is about turning it, taking those products and services and getting them in front of the people that need them and creating your authority platform. So it is not complicated. Products and services that matter, get it in front of the right people, create the authority platform so you can create the cash and have the influence you want in the world. That's what this is. Hoping that this works and you can somehow do some of this is not a monetization strategy. Writing a book and publishing it and praying is not book to bank. A book,

33:58even if you write the book without the rest of the architecture, is just paper with ambition. If you want your book to create money, you've got to design the money path before the books even finished. Okay, and that's what book to bank is about. First, you figure out the story. Then you extract the message from it. Then you put it in a book. Then you begin immediately creating authority because of your certainty. Remember I said the most important thing we have is the things, that's what we've lived. What we've learned how to do is interesting and you might be the greatest authority in the world. But when we talk about it, it doesn't carry the power that your lived experience does. From that, we create an offer, we get the right audience and then we create sales over and over and over again. That growth creates the impact I want and you want. That's how I'm reaching 300 million people. That's how I've helped many clients turn their story into impact and income.

35:00And so the story is the thing you lived. The message is what it means. The book is the structured expression of that. Okay, the authority is the trust that you create in people because of the clarity of your message. The offer is then the transformation people can buy. And until it's structured and organized, they can't buy anything. They're buying hope. People don't buy hope. Audiences, those who need it, sales is your invitation to the work. And impact is the entire reason we're doing any of this, right? Your story is the source. Messages the meaning, the book is the structure, the offers, the bridge and the bank is the result. The bank is not magic. It is not magic. It is not puffy. It is not any of that. It is architecture. Money follows value when value is clear, trusted and offered. Okay, and that's why I've just taught the last

36:06several episodes. I've tried to articulate, first of all, why your story matters and where it came from and how you can use it. And now I want to articulate completely that there is an architected path from the events of your life through the message, through the structure, through the offer, to the monetization, to the right audience. There is a clear, well-worn path. I've walked it myself many times. The book to bank strategy is about helping you see and then create your first $100,000 from your book. That's not a fanciful wish. That's not even very much because after you do it, the first time you can see it's repeatable and the number of products you can create multiplies, not to be hypey, but nobody, nobody can understand the depth of your journey and the power of your own transformation in one simple product, impossible. Beginning, intermediate, advanced, peripheral

37:10products, that's why I've gotten written all these books. Okay, I wrote my own journey in a book, type of depression, my journey from darkness, despair and death to light, love and life, and I thought I was done. Then I wrote the results equation because I realized I needed a structure and created one to make things happen. The very things I've just talked about in this show. And then I wrote the story arc. Why? Because I realized I had a powerful way to write books. Then I died and wrote, meeting God at the door because I had a near-death experience. And then I wrote the book of context, which is about how to change beliefs. And then I wrote walking without fear and then I wrote living with purpose and power and then I wrote forgiveness. All because I needed them and it came out of this very same expression that started clear back when I wrote tightrope. So what we do in book to bank is we help you identify all that and then build

38:13your offer from your most powerful stance, from your most powerful self, from your most powerful and meaningful message. So building with an offer is not crass materialism. It is the true of making your sacred journey available in a form others can use it and be changed by it. It is strategic and it is important because if your book is meant to support a business, then you've got to know who it serves. You've got to know exactly the problem it solves, the desire it awakens, what beliefs it changes in others, what is the next step that it creates, what is the offer, the opportunity the book points toward. A book can be art, but book to bank is not only art, it is a transformation architecture.

39:14You don't write less truthfully because you understand the business path. You actually write more responsibly. And that is really important because if we don't make money, then we're going to have to have another job. And that's fine. But if you really want to do what you love, which has changed the world, that job isn't doing it for you. 85, you know the numbers, people don't like their job, etc. And everybody I talked to, I wish I could find my purpose. A book designed for impact has got to know where it's leading the reader. And if there's no next step, the reader is inspired, but abandoned. The offers are not sales tricks. It is simply the continuation of service. So $100,000 path I talked about, it requires what here's what it requires. And there's no magic here to create a hundred grand from your book based authority platform. You need a real problem, a real audience, a meaningful promise, a credible story, a structured

40:20book, a strong offer, consistent visibility, sales conversations, follow up and delivery that works. And if that sounds like a whole lot, it isn't. It is each step follows the natural progressions. Okay, there's nothing mystical. It is a well-worn path that many have walked. Now, there's nothing mystical, like I said, but it is work. But it's coherent and focused work. Ten coaching clients at 10k or five at 20 or 20 at 5k or a $297 product, just do it yourself that you don't have to do. You can go into speaking corporate workshop series, book driven consulting. The book doesn't have to sell 100,000 copies. It has to sell to each right person so they can take a next step. I've seen so many people write a book and put it out there in hope. I've seen so many people fail to create products. I've seen so many people tell themselves that they're too scared. They fail on the visibility. They fail all kinds of stuff.

41:24A book can easily be a six-figure asset if it's attached to real transformation. Okay, so I'm going to go over those steps for more time. The platform needs a real problem, which your life has solved, a real audience, which is every single person that's struggled like you have. A meaningful promise, which is mapped by the way you want. A credible story, which you already are, a structured book, which I'm going to help you do right here. Dream it, build it, write it, dream it, build it, write it. Go there and sign up. Let me show you how to do this. Because after that, a strong offer is easy, consistent visibility is just showing up regularly. And that leads to sales convoys and yep, you got to create landing pages and some other stuff like that. You got to learn how to do follow-up if you don't already. But when you have something you're excited about, those steps are easy. They're not painful anymore. Okay, now most people need help

42:27because they're too close to their own story. They don't believe that it matters. They over-explain and they under-claim. They avoid the strongest parts because they make vulnerability. Scary. People tell their story chronologically instead of transformationally. That's not the thing. Then they go on and hide the offer or they're afraid of the market or they confuse vulnerability with usefulness. Vulnerability doesn't matter unless you do something with it. So, you can't always see the gold when you're standing inside the mine. I know you have a powerful story. You matter. Your story needs extraction. Your message needs pressure. Your offer needs some architecture. Your authority needs a container. All this is possible. Go. Dream it. Build it. Write it. I do this only twice a year. Lots of people have been helped. You matter. This is free.

43:30Okay, but it does cost five hours and it will change your life. If you let it, if you show up all in with Belzona, it is the best most strategic path to creating your ultimate life. And I invite you to do it so you can live your ultimate life. I live it. I'm doing every one of these things because I love you and because I have this message. I want to help you. Go register. Dream build. Write it. But don't register. Put it on your calendar. Show up live. Write the transformations in the room. I'm going to listen to the recordings nonsense and you know it. So, I love you. I said that. I mean it. And I offer you this opportunity so that you can have this powerful unequal tool to create your ultimate life.

44:32Write it right now. Your opportunity for massive growth is right front of you. Every episode gives you practical tips and practices that will change everything. If you want to know more, go to kellenflukigermedia.com. If you want more free tools, go here. Your ultimate life.ca. Subscribe.