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In this episode, I interview John S Rhodes, a seasoned Entrepreneur who explains the mental mindset shift needed for people to become successful online. Imagine being able to cash in on your passion, getting paid for your knowledge, advice and wisdom. Well its possible and this interview is a great place to start!
Mark Thompson: Welcome to another episode of Off The Record where I interview internet entrepreneurs and dive into how and why they become so successful. Today I am joined by John S. Rhodes. He is an internet marketing juggernaut. He is actually one of the first 1,000 bloggers. He started back in 1999 or 1998 I should say and John has launched multiple online businesses and he’s generated millions of dollars online. He’s published over 130 books. Several of which have become number 1 best sellers in multiple categories and John has also hosted over 350 sales and training Webinars in just the few years. He lives in Tennessee, right outside of Nashville not too far from where I am and has a beautiful wife of over 10 years and has 2 wonderful children. John, thank you for coming on the show.
John S. Rhodes: Oh hey, Mark. How you doing man? Thank you for the wonderful introduction and inviting me to come on. I just can’t wait to talk about what we’re going to talk about today. I’ve got some great stuff lined up and I know you’ve got some really tough questions for me as well so I’m really excited about this.
Mark Thompson: Awesome. Well, thank you for coming on. Before we get started, for those of you who do not know who you are, is there anything that I left out of your bio that you want people to know about you and your business.
John S. Rhodes: You know the most important thing Mark is that I’m really, really focused on other people. I’m focused on their results. It’s actually one of the first thing I want to talk about. It’s not really about me or my background or really what I’ve done, it’s what I can do for other people and even better, what I can help people do for themselves. I have a great little story about that and a little mind shift that occurred in light of that question you just asked.
Mark Thompson: Perfect. Well, I know a lot of people that are on this call, they’re brand new to internet marketing. A lot of people that have come to our Digital Kickstart site that’s probably how they found this podcast or have read 1 of our blogs. They’re brand new, you know? There’s so many distractions out there online, so many different ways to make money. Where do you start?
John S. Rhodes: Yeah. This is super interesting. I need to jump in the time machine and go back actually to high school because there’s a certain mindset, there’s a certain way of operating that is super important to understand. I’ve been there. I’ve done that. I’ve started from 0 several different times. I’ve been very, very successful every time I’ve been set back, right? I’ve never gone bankrupt. I’ve never had any serious issues in any jobs or any businesses but I have been set back many times probably like you have. We all face issues and problems, Mark. It happens to all of us. We’re not perfect. We run into problems. I do want to go back to high school for a minute. Back in high school, I had very average grades. I thought I was pretty smart but I just had these average grades, right? It’s time to go to college and I literally and I mean this, I absolutely mean this, I literally decided I was going to get phenomenal grades in college. It wasn’t something that I hoped for or hey gee golly can I do it? I knew it was certainty. I didn’t even believe it.
I knew it was certainty. The end result was I did extremely well in college. I ended up getting 4 college degrees but I also ended up after about 10 years in school, I’ve got 2 master’s degrees, I’m not going to go into that. At the end of this time in college, I asked myself and it was really this wake up call. Even though I loved college by the way, I love the experience, who cares? I mean literally who cares? I made this great decision in my life which was profound. It changed my very being. It changed everything, right? That’s a lesson right there is that you can decide and you can just do it. Not believe it, but do it and be it. Wow. At the end of this as far as the college degrees goes, who cares? I want to break this into a couple of parts. First of all, my education fails in comparison. In fact, my education absolutely does not matter in relation to my results. I want that to sink in. Your grades or what you’ve done in your past, whatever it is you’ve done in the past in terms of getting smarter and better and whatever, look, that’s what you have learned. What really matters to other people are the results that you’ve produced.
That’s the first part. The second part is my results. My result which are like wow compared to the education pale in comparison to my customer’s results. That’s a mind blower because it’s A to B, B to C. That means my education means nothing compared to my results and my results mean nothing compared to my customer results. What that really tells you is this and this is the first huge lesson, if you can produce results with and for other people, that’s the magic. That’s the money. That’s what to focus on. Not getting smarter better faster, right? Not meditating, not reading, not just kind of looking out and saying, “That’s pretty interesting.” It’s not creativity. It’s not ideas. I mean anything you can focus on that you think make sense, only make sense in relation to what your customer’s can do. You need to create customers. You need to actually understand that your value in the world is the value that you’re creating with and for other people. Not for yourself, not the money you make, not for your family. No one gives a damn about you, your results. No one gives a damn about any of that.
They care about themselves. Now this is not to say that they’re selfish. We all care about ourselves and we all want to make sure that we’re doing well for family and friends and we want to make sure that everything’s taken care of. In terms of the hierarchy here, customer results, number 1, number 2, your own personal results, number 3, education and even your skills. Profound, right? That’s the first thing, Mark. I know a lot of people who are there they’re like, “Wow.” I want it to be mind shift. I want it to be really, really ingrained in everything right now. I want it to be a change of state. Get up. Jump around. Ra ra ra. Whatever it is you need to do to burn that into your brain. You’re trying to create customers and you need to do whatever it takes to get your customer’s results not sell them software, not sell them information, not just do something for them. You need to actually create results. I know that sounds crazy. Anyhow Mark …
Mark Thompson: No, no, no.
John S. Rhodes: I’m very passionate about this.
Mark Thompson: Yeah. You just brought me to my point. Passion, right? I loved your story about how you were dedicated to get great grades in college. I was the complete opposite. I was a C minus student throughout college and part of the reason I feel was that I just wasn’t passionate about what we were talking about in my classes. I just didn’t care about it. Little did I know that after I graduated and found this whole internet entrepreneur lifestyle, that is what I was passionate about. I loved creating things that would help other people. I think that goes to your point exactly is that to find customers, to help customers, you need to be passionate about something, right? Then go out and find those customers and people who have the same passions, right?
John S. Rhodes: Yeah. Let me piggy back on this idea of passion and also how it relates to confidence and strength and being a true entrepreneur. You know people ask me like, “Hey. What niche or market are you in? What do you really care about? What are your passionate about? How you building your business?” I get all these questions, these cluster of questions about what my market or my niche is and what I care about and what I’m really, really passionate about. I always end up saying something like this kind of off hand I say, “Well, money.” Then the right or I should really say the wrong person thinks I’m greedy. All I care about is about the money and the bottom line. Then if they walk away I’m like I wanted to reject to person. I did that very deliberately. I don’t want to be around that person who instantly thinks that’s just about greed because it’s the exact opposite. Because I continue on and I say, Mark, this is so important as I say, “Yeah. I care about money. That money that other people make.” Because if I can make other people money, if I can make other people successful, everything else falls into place.
I’m passionate about money absolutely but not my money. I’m passionate about your money and growing your money. Because if you grow, if you’re making more money and I’m the catalyst for that, if I’m the one that’s done that or my business or my software or my training has been the enabler of that, what are you going to for every dollar or profit that comes in? You’re going to be thinking about, “Hey. How do I reinvest that? How do I go back to the person, the software, the tools, the organization that made that possible?” That’s me. If I can help you grow, if I can help you be successful, if I can put money in your pocket or so of some need but typically it’s money in my case, if I can put more money in your pocket, more of that money is going to come back to me. I don’t need all your money. I only need a fraction. I need 5%, 10%. I want you to have 90% of that money but I do want 5 or 10%. I want some of that and the more I can grow the better. I want your pie to grow.
Mark Thompson: Yeah. I’m the same way. I feel any entrepreneur is motivated in some capacity by money. For me, in the very beginning, money was great because hey, it gave my family a better life, but you know what? Long-term, I was saying, “Hey. You know what money did for me? It gave me the opportunity to be able to create bigger, better things and make an impact in my market place.” I know this isn’t about me but we’re creating something that we’ve been building for 3 years. I would not have been able to invest time, money, energy unless I had the money in place to be able to do that. It definitely … Money allows people to do different things depending on what your goals are but it gives you opportunity to do bigger, better things.
John S. Rhodes: Yeah. I’ll tell you something else that money does. It’s an indicator, right? Money independent of you and me is an indicator. What money does is it talks. Money talks. You’ll find pools of money. I’m talking about niches and markets and I’m talking about products. I’m talking about all these different things that people kind of bandy about. They throw these different terms and phrases out there. They act like it’s something real. It’s like where’s the money and what is the money telling us? Money is going to collect. It’s going to move to the strongest hand. Money moves to the strongest places. It moves where there’s the greatest gravity where the gravity is in relation to the value that thing, that person, that product provides. All you have to do is look around and see where the money is pooling because that’s where the gravity is. If you just look at where money is pooling and where it’s pooling largest and fastest, those are where the opportunities lie especially when the money is moving and especially when it’s a large pool of money.
This is very, very profound. I’m going to kind of skip ahead mentally for a moment and there are always 3 different major … If you can’t figure out what your niche or what your market ought to be or what you got to go after, it’s pretty easy. There are 3 major niches that pretty much everything falls into or can fall into if you want. One is money. Right? Making it, becoming an entrepreneur, franchising, direct marketing, whatever, getting a better job, getting a pay raise, whatever. It’s money. Number 2 is health. Fat loss, wellness, fitness, supplements. You always want to narrow this kind of stuff down. You always want to narrow it down. It’s the woman who wants to drop 2 dress sizes for her wedding. Boom. Right? Then the third nice category, the third lucrative category to go into is relationships and that’s things like divorce and parenting and bringing up your kids and sex, getting the X back. If you just have no clue whatsoever, find something in 1 of those 3 major buckets and … Because there’s money there. Money is telling us, “Hey look. In these 3 areas, you can’t go wrong. Come on over. Head over here. You can take anything.” Mark, you know this.
You can take just about anything and turn into in to make money. Let’s say you’re passionate about dogs. Let’s say you’re passionate about walking dogs. You could have something along the lines of how to guide on how to walk dogs effectively. Right? That’s kind of nice. Weight loss for dogs. Right? Hey, cool, by walking them. You can apply a money layer. Apply a money layer to any passion or hobby in a very simple way. How to make money as a dog walker. Done. Just add the how to make money to anything that you’re passionate about and you’ll be able to make money. That presupposes that you’re actually able to make money doing this but that’s for you to figure out. Because I’m telling you that’s where money is made very quickly and very easily. If you were able to make money as a dog walker, then there are thousands, if not tens of thousands of other people just like you who want to know how to make money as a dog walker of all things. That’s how you just zero in. I love dogs. How do I make money? Okay. I make money by walking dogs. Great. Now I can sell the how to to other dog walkers out there who also want to make money walking dogs.
Wow. Right. It all just falls into place that way.
Mark Thompson: Yeah. Okay. Let’s take the next step. People have their passion and internet entrepreneurs, people who are successful say you need to have 2 primary things. You need to have a product and you need to have a list or some sort of a following. What if you have neither of these things? You have a passion in a particular niche. Where do you start? How do you start to monetize your passion?
John S. Rhodes: Yeah. One of the smartest things that I have learned and I got lucky. Entrepreneurs get lucky from time to time. I got lucky by a chance … It was my brother. My brother came home … Little story here. Brother comes home. He was in college at the time. He’s 15 years younger than me. Hadn’t really done a whole lot work wise in his life, having been a consultant or worked at a big company or anything. He comes home and I’m like, “Hey dude. How you doing?” He’s like, “Great. Yeah. I mean how was school? Great. How’s everything else? Great. I made $3,000 this weekend.” I pulled him aside, I’m like, “Dude. Are you selling drugs?” Right? I mean I seriously pulled him aside so my parents couldn’t hear. I’m like, “What’s going on?” He goes, “Oh. I sold a PDF.” I’m thinking he sold a single PDF to maybe a major corporation and so on and so on. Well, long story short is he put together a 12 page report, 12 pages, put a $10 price tag on it and sold 300 units. Three hundred times the 10 is obviously is 3,000. That’s when the light went off that you can take knowledge, you can take experience, you can take different pieces of a puzzle in your market or your niche, put them together and put them out in the market.
As far as the product creation part, Mark, that’s very straightforward. You just take your knowledge and your experience. You can do some research. You can hit different websites. You can get out there and fail a few times at whatever you’re trying to do and then when you succeed you go, “Ah. Here’s the system.” Basically you document it and now you have a process. That documentation, guess what? Is a system. People love systems. Whatever it is that you’re doing i your market, you create a system out of it by doing it, by experiencing it, by failing. You can even use these little case studies like, “Hey. Don’t do this because you’ll fail doing this.” You encapsulate it into an information product. That information product also ought to be a described to other people as a system. That’s the first part. Second part is there are forums out there. You can start a blog. You can go to Facebook. These are slow ways, very effective and very powerful over the long-term. These are ways of making money with that info product.
Basically you put the product out there. Put together a very, very simple sales page and put a button, a but button, a pay pill button out there on it and start collecting money. Ten dollars here, $20 there, that adds up over time. That’s not really what you want to hear. Hopefully you know you can do that. If this is the first time you’re hearing that, great. I hope the light bulbs are going off like, “Oh. I can encapsulate the knowledge. Create the system. Put the PDF out there. A download page. A little sales letter. Great. The smarter method, the faster and more lucrative method is to find someone who is in your market that you already have a relationship with. If you don’t have a relationship, do everything in your power to build that relationship with 1 or more people in that market. This is everything from emails to stalking them on Facebook, to following them on Twitter, to writing them postal notes. You know it’s all up to them. You create a list of 10 to 20 people in that market because most of them, not a few of them, most of them will kick you in the nuts. They’ll push you to the curb. They don’t care about you. They don’t want to hear from you. Them’s the breaks. That’s how it is but you make the list of 10, 20, even 30 people, and you just keep reaching out.
The idea isn’t to bag. The idea isn’t to try to push anything on them. It’s to create value for them to make their lives easier. In fact, your very first product might be a sacrificial lamb. What I mean is is you might need to give and I mean that, you might need to give blood, sweat and tears. You might need to give your product to that partner so that they can make all the money. Okay? Now a couple of reasons for that where you might need to do and not always. A lot of people are cool. They’ll split money. Give you a royalty. You know 50/50 in some case. Ten percent in others. Who knows? The key here. Couple different things. The key here number 1 is build the relationship. The bigger and stronger they are, the less that you need from them financially. Okay? Whatever. Because they are big and they’re powerful and they have reach and they can connect you with other people with your great product. Do you follow? Absolutely. Right? The second this is is that it’s very likely in a situation where you would give the product away that on the back side of that transaction, so when someone buys your product through this other entrepreneur and they’re taking all the money, it’s very likely if you’re nice to them and you’re cool and they’re cool, that you can capture the leads on the back end of that sale.
They send an email out to their lists. Let’s say it goes out to 20,000 people. Three hundred people end up buying your product at whatever price even though the other guy or the other gal is making all the money, you can now collect let’s say 200 out of those 300 people. Two hundred and fifty out of those 300. Maybe even all 300 of those folks who this other person sold, that’s how you build … Now get this. Important. You just built a buyer’s list on top of establishing a great relationship because someone because you’ve given them something that they desperately need. This partner, this relationship that you’re building, they’re desperate for high quality products. You create a high quality product, your sacrificial lamb, you give it or you offer it up to a strong partner, right, after failing, failing, failing, failing, failing, you land on one, someone who’s willing to help you out and work with you. You offer up that sacrificial lamb and then in return, you’re getting the relationship and hopefully if you’re smart about it, a little bit of negotiation, you’re also building your buyers email list.
Not just freebie seekers or tire kickers, a buyer’s email list. Mark, you know how powerful it is to have a buyer’s list of even a few hundred people. That will literally kickstart, right, no pun intended here, that will literally kickstart a business from nothing to hundreds if not thousands of dollars per month just by being willing to do this. One last thing, Mark, on this is that this perspective, this approach does not appeal to most people. It does not appeal because they’re like, “Oh. It’s my baby. I put all this time in. Why should someone else get all the money?” People … Kind of like what I said before about the money and why I care about money and those people who walk away before hearing the whole story, this is very similar to that. “Why would you have me give away my product? Why would you have me create the sacrificial lamb? This is terrible. This is horrible.” My answer is is that you need to have the medium and long-term perspective because if you do, if you’re focused on money in the smart way, the money of your customers and them growing it combine with the sacrificial lamb and working with a partner who is strong and is willing to provide you with the list from selling your product, now you actually have the foundation of a real business with a couple of very small mental shifts.
Mark, yeah, that’s literally what I have helped other people. I’ve done that myself as well a few times. It’s extremely extraordinarily powerful and it’s a simple business model that if you spend a few minutes with me now, now you understand the clarity. I hope that folks go back and listen to the funnel that I laid out there and the different pieces because it really is just these Lego pieces that you’re combining but that’s the Genesis of a startup and it does work. It’s proven to work again and again and again.
Mark Thompson: Yeah. Yeah. I talked to a lot of people who are trying to start their own online business and that … One of the biggest mistakes or obstacles that they have to overcome is traffic and getting exposure. A lot of them are just not willing to sacrifice their first product, their second product, their third product to get the exposure and to build the momentum for their business. One thing that I realized very early on was wow, I could have 500, 1,000, 2,000 subscribers on my list. Not a very big list but it can make me a full time income. You know? Hey, I was making $50,000 at my last job 8 years ago, 9 years ago and wow, I can have 1,000, 2,000 people on my list and I can make that amount of money just by a very small list. I think that’s one of the biggest mistakes that entrepreneurs make is that they don’t do the legwork. They don’t go out and make those connections and they try to do everything themselves. They either can be successful but it takes them 10 times longer to be successful when in actuality if they just went and they reached out to 10, like you were saying, 20, 10, 20, 30 different people, sometimes it only takes 1 person to connect with and that can open the door to so much opportunity.
You can leverage their own affiliate partners, their own email list, their own credibility, all of this and it can really snowball and accelerate your business that was essentially starting from 0 and turn it into a 5, 6 figure business in a relatively short amount of time.
John S. Rhodes: That’s right.
Mark Thompson: Yeah.
John S. Rhodes: Yeah. If you don’t mind, I want to make a very strong comment about something that’s a little bit more personal and strategic in relation to what and how you ought to operate. It’s a good sort of a step back because I was pretty intense there, you were pretty intense, but I want to point something out to folks to every listener. Every person hearing my voice, I want to get something across. Is that cool?
Mark Thompson: Yeah. Yeah. By all means.
John S. Rhodes: Yeah. One of the things that we learned in school was to make sure that we took care of the problems that we were facing. Meaning if you weren’t very strong in a particular subject that you ought to improve it, right? Hey, you need to get better at that. You’re failing in math. You’re failing in science. You’re not doing well enough with your writing and so forth. That was ingrained into virtually all of us. If you’re hearing me right now, you’ve probably experienced that if not in school which you probably did, but you’ve probably heard that as well on the job or any organization that you’re a part of. I want to flip that on its head. I want you to realize in what we’re talking about here and what just went through and what to go on a crazy rampage about here, you want to increase your core strengths, your unique abilities. You want to make the strong stronger and narrow down on what you’re really strong at. Then for things that you’re kind of average with, just accept those. Don’t try to improve. Don’t get rid of them. Just kind of continue to do them and be like, “Oh okay.” Then for those thing that you’re not good at, that you downright suck at, I mean you’re just no good right, ignore those.
Literally ignore those problems. Laugh at those or outsource those or get a virtual assistant when you can. Literally the idea here is to leverage the strongest of the strong that you have inside you. That’s emotionally that’s cognitively, that’s your social network, that’s your technical skills but focus on your strengths. Ignore or minimize your weaknesses. Don’t try to bring your weaknesses up to part. Just ignore. That will help you tremendously on creating value. The reason I bring this is up is that this will help you create the value that you must create when you’re approaching these partners. I want to dove tail that back in. It’s important. If you’re trying to provide something, it can’t just be like, “Yeah. Same old. Same old. I have already seen that and done that.” It needs to be your … The passion that you’re putting in needs to in turn create this real value that you can provide to someone who is going to be willing to mail for you or market for you and make money maybe with you but definitely help you build your list and launch from there.
Mark Thompson: Yeah. I love it. You know I kick myself everyday thinking about the days when I would be sitting in Photoshop which I really knew nothing about, trying to create my own logo when oh my god. I’ll go over to Graphic River. Go buy a logo. Go say, “Hey outsource graphic designer. Go ahead and tweak this a little bit and make it unique,” and that’s what we’re going to use.
John S. Rhodes: Right. Right.
Mark Thompson: You know? That happens with everybody, right? They go in and they’ll spend days, weeks, years just focusing on things that they’re either not good at not essential in their business. It’s not going to really help bring money and revenue in to their business.
John S. Rhodes: That’s right.
Mark Thompson: Right?
John S. Rhodes: Yeah. Yeah. I sometimes joke with some of my students and some of m clients and so forth as I say, “Basically send your weaknesses straight to hell. Take the weakness and just absolutely get rid of it. Ignore it. It hasn’t destroyed your life up until this point. It’s the strengths that people care about.” I have no idea what other skills Michael Jordan has or Kobe Bryant has. I don’t even care about basketball but I know that they shine and they excel in basketball. Whatever else they’re good at? Who knows? What they’ve done is that they’ve maximized their greatest strengths. They’ve taken them to the pinnacle and guess what? That’s what people pay for. People don’t pay for your weaknesses. They don’t pay for your weaknesses becoming average. They don’t even really pay for your average skills and outcomes and outputs being really good. People pay for your brilliance. They pay for your excellence. They pay for your very highest outputs and outcomes. Always keep that in the forefront of your mind. That’s where the greatest value is and where there’s greatest value just like the gravitational force I mentioned earlier, that is what attracts money.
Brilliance. Excellence. Crazy outcomes. Proof that you’ve done that. Even better that your students and your clients and your customers are doing phenomenally well. That’s what people pay for. That’s where you find the money. Again, money talks but most people aren’t listening.
Mark Thompson: Yeah. The other thing I like to add is that passion is usually not enough. Passion mixed with your skills, what you’re good at. You bring up Michael Jordan, right? Michael Jordan was 1 of the best basketball players of all time. He was passionate about it. He was great at it. When he went to go play baseball, that was … He was passionate. He loved baseball but he just … I mean face it. He wasn’t good at it and so he went back to basketball because that’s what he was good at, right? I think it’s important to realize as an entrepreneur, you can be passionate about something and maybe it’s a hobby which is totally cool but when it comes to generating revenue, you also have to be good at it. If you recognize what those skills are, the earlier the better. That’s when you can really start to make money. You don’t need to be … You can be extremely niched or focused on 1 specific thing that you’re good at and you can make money online.
I mean there’s so many different industries, different ways that you could make money online. You only have to be an expert or skilled at 1 specific thing. You can make a full time living off of it. Now certain skills are obviously you could scale those out a lot more. Maybe it caters to a larger audience. If you’re good at something, you have skills in 1 specific thing, you can be successful and have a good income online. Right?
John S. Rhodes: Right. Yeah. If you don’t mind, Mark, I’ll give everyone … It’ll take me just a minute or two. I’m going to give anyone who cares to listen a simple 3 step process that I’ve learned from a few different mentors for knowing exactly what you ought to be doing right now and into the future as well. I mean with your life by the way. I’m not talking just about being an entrepreneur. I’m talking about the 3 steps for identifying exactly what you need to go after right now for the rest of your life. Do you want me to go through that 3 step process?
Mark Thompson: Yeah. Please do that. Then I’d love to know who are some of your mentors as well.
John S. Rhodes: Yeah. Number 1. We’re going to go through 1, 2, 3. The first thing is is that when you get up in the morning and you start your day, what are you thinking about? What is on the top of your mind? What can’t you help but think about? What are you predisposed to start poking at? What are you picking up and touching? What are you reading? What are you thinking about? What’s foremost on your brain? I’m talking about the worries of the concerns. I’m talking about the things that excite you, that you’re passionate about that you can’t help but think about. Maybe it’s classic cars. Maybe it’s technology. Maybe it’s software. Maybe it’s something else. Maybe it’s relationships. Whatever it is. Every single day you’re kind of waking up, you’re like, “Wow. Okay. Yeah.” It’s just sort of ingrained in who you are whether it’s a hobby or it’s part of what you do for work or whatever it is. That’s number 1. Write all of those things down. The longer the list, the better. That’s the first thing.
Second thing you do, second step is reach out to friends and family and also you can do the sort of as a matter of introspection but you’re not going to get the results that you need if you just do the introspection. You really need to reach out to other people. You need to find out what other people appreciate in terms of what you do. They say, “Oh yeah. That’s what you’re good at.” Now you don’t seed that. You don’t try to slant their thinking or give them any ideas. You actually just ask them sort of openly like, “Hey. When you think of me, what do you think of what I do? What I produce? Value? What am I great at doing? I’m not quite sure. Can you tell me? I’m too close to myself obviously. I’m in my own head here. Can you help me out?” You get that list from other people. Now you can do a little bit of that yourself and kind of pretend that you’re your grandmother and whatever. It can get all kind of weird. You want to have that list of outside … That outside filter. Then the third step is what is … You cross off. This is what’s cool. Between step 1 and step 2, you cross off all of those things that other people are not mentioning. Right?
Even though you might love doing things like maybe singing, maybe cross country running, maybe whatever. Right? Start crossing off those things that people are not mentioning or that there doesn’t seem to be any discussion about you. That’s the second step. Third step and this is where things get interesting. Are you any good at those things? The things that remain. Are you any good at them? If you’re not truly good or can’t get to an exceptional level, cross those off as well. What this does is if you take the 1, 2, 3, you not only have the passion and the energy, other people recognize that passion and energy and you’re damn good at it. You can continue to do it with passion, with energy and it creates value. When you create value because other people are telling you that it’s valuable and you’re good at it and you’re passionate, you can’t go wrong and you will make money. It’s a 1, 2, 3. Just filters, filters, filters, down to the level of awesomeness. That’s what you should spend the rest of your damn life doing. I tell people all the time now. I finally figured this out, right? I tell people all the time I really truly I’m only exceptional at 3 to 5 things.
I’m only exceptional at 3 to 5 things. When you combine those 3 to 5 things, holy … It’s insane what I can do with those 3 to 5 things when I combine them the right way. That’s what you do. It’s that simple.
Mark Thompson: Yeah. That’s awesome. That’s easy for everyone to do. I mean it doesn’t take long to do it. Go out there and do it guys. Okay. Just few more questions and we’re going to wrap this up. I know you mentioned mentors. Who are some of your mentors growing up in business?
John S. Rhodes: Yeah. All of my real mentors over the years seem to be authors. I would even say that books in general, right? If I had to pick like what medium? All right. It’s not videos. A lot of times it’s not even face-to-face, one-on-one, it’s literally books. An example of a mentor is Frank Herbert of all people. The reason I say that is because of the book “Dune.” D-U-N-E. Dune. A science fiction novel. It’s probably my favorite book but I bring that up as a mentor because in reading that book and I’ve read it many, many times, is I learn lessons about how I feel about myself, how to operate, how other operate, expansiveness in the universe, what is possible, storytelling. Books have been, as a class, probably my number 1 mentor. Now to be specific about some people, definitely Dan Sullivan and some of what I went through just a moment ago was very, very much lined up with Dan Sullivan’s beliefs and operations and so forth. Dan Sullivan’s awesome. Another person or really another business if Warren Buffett.
Mark Thompson: Love him. Love him.
John S. Rhodes: Yeah. Just amazing. I got to tell you I actually like in terms of life lessons, I liked Charlie Munger better. Now Charlie Munger is the VP and long time friend and so forth of Warren Buffett. Charlie Munger is just ridiculously brilliant and he’s hardcore. He’s jus like, “This is what it is. This is what it means. Like it or lump it.” The guy is just such a genius and I appreciate that. There’s something to be said about that. Anyhow, so I look up both of those guys. I would also say that the Berkshire and this is investment but it doesn’t matter, the Berkshire-Hathaway Annual Reports going back like 50 years. I encourage if you’re interested in investing at all, to look at what Warren Buffett has produced with his annual report. Like him or love him, hate him, doesn’t really matter. Take a look at the annual reports, even a couple of them, and that will sort of light your fire in a certain couple of different ways. A book that I really liked … I’ve never met the guy and haven’t really interacted with him at all but it’s a book that really shaped my thinking in a very, very deep sense was M.J. DeMarco “The Millionaire Fastlane.” I don’t like the title. It’s a bit sensational which is unfortunate.
That book is phenomenal. That book is truly phenomenal. The reason I bring that 1 up, I have other mentors that I would rather talk about that make more sense but for anyone who’s really just starting out, I strongly recommend to get your hands on “The Millionaire Fastlane” by M.J. DeMarco. The reason for that is you will understand what you’re doing wrong. All the things that you’ve been trying to figure out, you’ll figure out what you’re doing wrong and he just takes all the failure off the table. Then once he’s cleared the … Basically hit the reset button, then he says, “Look. This is where the money is being made.” Some of the things I actually said today are in line with what he has proposed, different models and systems. He will open your horizons on what is actually possibly in a business. I’ve got a lot of other mentors as well and so on. It gets kind of crazy because of the number of books that I have read. Oh, 8020. I would say that anything you can get your hands on not just 8020 by the way, also the Star Principle. Richard Koch and it’s K-O-C-H. Anything by Richard Koch, get your hands on.
He’s top 2 or 3 bestsellers. Just grab them. Again that’s the 8020 Principle as well as the Star Principle. Those are the 2 that I would start with. One level deeper with his stuff is insane. I’ve learned so much from Richard.
Mark Thompson: Well, if you guys are listening on the website, we’ll have some show notes and we’ll link to those books so you guys can check them out. All right. My last question for people that want to learn more about you and your business, where do they go?
John S. Rhodes: A good place right now would be out on Facebook. Few different reasons for that is because I go onto Facebook Live probably a few times per week. I’m going to continue doing that. Also I’m always dropping in notes about Webinars that I’ve producing, products I’m producing but also folks that I’m hosting. I keep it very real about what’s going on and so forth. Head over to Facebook actually and just do a search for Juggernaut IQ. Juggernaut IQ. You can do a search for John S. Rhodes and I will probably pop up as well so maybe we can friends and then all that good stuff. Juggernaut IQ is sort of the formal piece of the business. Let’s connect there. I’m certain you can get onto a list easy enough from that point.
Mark Thompson: Awesome. I will put that link in the show notes as well. Thank you, John, for coming on. We’ve known each other for a number of years now and it’ been awesome to have you on the podcast. Thank you so much for coming on and sharing some of your knowledge and wisdom.
John S. Rhodes: Thank you very much, Mark, and to everyone, listen, go get them. You can do this. You can make money. Nothing is stopping you except for you. Truly nothing is stopping you except for you. Go out there and seriously make this happen. If you want it bad enough, you can make it happen. Trust me. I’ve done it. Many of my clients and students and customer have done it and Mark’s have as well. Mark, again thank you very much sir.
Mark Thompson: Thank you. Thank you guys for listening. I will see you guys on another episode. Take care.