0 (2s):
Who's ready to rock today. Fire Nation JLD here and welcome to Entrepreneurs On Fire brought to you by the HubSpot Podcast Network with great shows like the shakeup today, we'll be focusing on predictive social media, a Six Sigma guide to mastering core values relationships, and a disruptive system that is changing the world of business to drop these value bombs. I have brought Jim Lupkin on the mic. He is a social media architect, international speaker and author, and he is the only social media expert endorsed by Dr. Mikel J. Harry, the co-creator of Six Sigma and today Fire Nation. We'll talk about Six Sigma for social media.

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We'll talk about disruption. How word of mouth is key? We'll also talk about building relationships through social media to build not just brand loyalty, but fierce brand loyalty and so much more. When we get back from thanking our sponsors, are you looking for a proven business coach who has helped thousands of entrepreneurs, just like you to increase their profitability by an average of 104% per year, all for less money than it would cost to hire a full-time minimum wage employee schedule your free consultation today with Clay Clark, a former small business administration entrepreneur of the year at ThrivetimeShow.com/fire. Jim say what's up to Fire Nation and share something that you believe about becoming a successful that most people disagree

1 (1m 29s):
With. Oh, well, first of all, hello, Fire Nation. I so appreciate being here. And what is one thing I would say that the power of relationships in growing a business as an entrepreneur is absolutely incredibly important for your business. Don't lose sight of the power of relationships,

0 (1m 51s):
Fire Nation. This a reason why they say your network is your net worth. You want to be building that network. You want to be fostering those relationships. They will pay massive dividends. And as we talked a little bit about in the introduction, we'll be talking today about a Six Sigma guide to mastering core values relationships, any disruptor system that is changing the world across all of a business. So let's talk about Six Sigma, specifically, Jim, for social media. How does this specific model guarantee that one out of five prospects that's 20% Fire Nation will convert into customers

1 (2m 35s):
To guarantee it. You just need to look back at the last 35 years of Six Sigma in general. You know, when you look at Six Sigma and some of you might be thinking, what is Six Sigma? So I would say Google it, and you'll see that 87% of the fortune 100 companies. And I believe it's seven out of 10 of the fortune 500 companies here in the us use Six Sigma in their framework. And it's just as powerful around the world. And why is that? And it's the same reason for what, what I have today. It is predictability. It's being able to take a set of sequences, timing, and process, wrapping them together through social media. And then it spits out a predictive result.

1 (3m 16s):
And in the case of what I do, it has always been one out of five. And of course you need that vary of some, sometimes it might be one out of three other times, it might be one out of six or seven, depending on people's backgrounds and relationships, et cetera. But when you follow the methodology of something so documented like Six Sigma, that's why, you know, I can sit here and say, John, it is one out of five. And then I've been doing this for 25 years, almost 26 years now coming this December, there's been a lot of trial and error to get to the point of being able to say, it's one out of five foundation. This is why

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I love when there are systems and there's data. And there's analytics out there, not just for days, months, but for years in years in years, because then you know that you can get to these numbers, get to these percentages if you're applying these principles correctly. And that's why I want to talk next about disruption. It's a miss understood concept. So why and how can Fire Nation become a disruptor?

1 (4m 17s):
You know what let's first think about disruption because of COVID one thing that I actually did, John, I'm 44 years old, and I decided I'm going to go back to school for a little bit and tidy up some of the things that need tidying up as an entrepreneur. So I've been taking classes at Babson college. And any of you that aren't familiar with that they're rated number one in, I believe north America for entrepreneurship, as well as Harvard business school. And one of my classes at Harvard was a disruptive innovation. And the reason I took that class is because a lot of people say they're disrupting and I'm not even sure if they really understand what the word means.

1 (4m 57s):
And so, you know, how, how do you disrupt that, that a hundred thousand foot level for this call first, you gotta understand what it is. And, and when you look at disruption, it's really three, three roads that you can go down. One is sustaining innovation. Another one is low-end disruption. And another one is new market disruption. So a sustaining innovation is when you create something that eventually the big boys that you're competing against will eventually do. Cause it makes sense as part of their business model and, and, and how they make money. You do not try to build products based on that because no one ever makes it. And a good example today, John is clubhouse. I don't, I don't know if there's something behind the scenes that we don't know about, but just looking at it from a public point of view, everyone was all excited.

1 (5m 43s):
And, and, and I heard so many times clubhouses disrupting, disrupting, and then people would ask me privately, and I go, they're not disrupting they're in a sustaining innovation. And I don't think they're going to make it. And this was about nine months ago when it was really, really hot compared to today. And look what happened. Facebook recently launched audio rooms. Exactly like clubhouse. Clubhouse is not going to be able to compete with Facebook. It's a sustaining innovation. Now, maybe there is another plan there with the investors. Maybe they're looking to build it up to a certain size and then sell it off. You know, maybe that will work, but in a sustaining innovation, you don't win. So what you have to focus on is new market disruption or low-end disruption, new market disruption is you build a product or service that a certain group of people want to use.

1 (6m 28s):
And they're currently not getting the job done anywhere else with any other product or a low end disruption is you build a product or service that the market wants. Like what would be considered your low end customers they wanted? And the competition that you're taking the customers away from, they don't mind that you're taking them away because they're the low profit margins. They're there to customers that they really don't care if they lose or not. And then what happens is you take them, you started adding features, you start swimming upstream, and you keep taking away these layers of customers. And then the one day, the big boy or girl that owns a big company wakes up and realizes that you're a real competition. And now they can't beat you because you have too much momentum.

1 (7m 10s):
And that's where you see industries collapse and these and these new companies pop up. So I hope in the world of entrepreneurship, I hope people that are launching companies, stop misusing a word, get educated on it. Because if you truly understand disruption, you can own your market very easily. You

0 (7m 28s):
Can own your market Fire Nation. And that is one thing that I've talked a lot about is the higher, the barrier that you put up with what you're doing, the lower your competition's going to be. So what can you do this building a motor on your business? So you can get that momentum, that traction that Jim's talking about so that if, and when your competition actually wakes up and sees you crushing it in your area, it's too late. Like they're too far behind you. And then, you know, if it's a big enough competitor, they may just come with you at you with an offer. You can't refuse because they just want to acquire you instead of trying to play catch up because they know they may not even be able to. And I love how Gary Vaynerchuk talks about how he day trades attention, because that's the name of the game. It's about attention.

0 (8m 10s):
And if it takes disruption to get that attention, then you need to be that disruptor. And now, Jim, we know that word of mouth is key, but we also know that we need to perfect the scaling of this word of mouth so that people are talking about us, about our businesses and products and services when we're not in the room. So how can we perfect scaling word of mouth?

1 (8m 35s):
We have to believe word of mouth. And we, we, we have to believe that word of mouth works. Then we have to believe that word of mouth can happen on social media. And then we have to ask ourselves, can it scale. And many people believe it's not possible to scale. And, and I see that's why a lot of people then resort to paid advertising and start pouring in a lot of money with advertising. And I'm not, I'm a big fan of advertising. It's great. As long as you have a word of mouth strategy, that scales. So I believe we're in a day and age now, John, where people do believe word of mouth works. I think majority of entrepreneurs believe it does work on social media.

1 (9m 16s):
There's just too many great stories of it working. I think we're at a point now where this passed of, but can it actually scale where I can document it and see the actual conversions and, and have key metrics the way that I can with advertising. I think we're at that crossroads right now. And so that's, that's what I've been doing for over two decades is, is, is perfecting that. So how do you do it first, look at how you do it offline and then start asking yourself, how do I take that and transferred online? So a few examples for our time together is one.

1 (9m 58s):
How do you, how, how do you have one-on-one conversations offline that generate business quickly? And then how do you do that online through something like a Facebook messenger or a private messenger on LinkedIn? How do you follow up maybe old school is you do a lot of email or maybe you do text marketing and that's how, or maybe you send snail mail and that's how you do your staying in touch to me, that's called communication. So how do, how do you stay in touch with your good friends offline now? How do you do it online? For example, and 80 20 rule of posting 80% personal, 20% business in your newsfeeds on any social media platform will actually do it.

1 (10m 45s):
So this is, this is definitely a loaded question. So I would, I would S I would sum it up into think about how you build real relationships in the real world, and then ask yourself, how do you actually replicate that in the online world

0 (10m 58s):
Fire Nation, you're getting a lot of value bombs, and we've only just begun when I talk about value base entrepreneurial thinking, we'll be talking about building fierce, brand loyalty and so much more. When we get back from taking our sponsors, are you ready to take control of your businesses branding, but don't have a design backgrounds, great news Fire Nation BrandCrowd can help brands. BrandCrowd is a logo maker tool that helps you create an amazing logo design online. How do they do it using high quality handcrafted designs, brand kraut takes your business name and industry and generates thousands of custom logos just for you in seconds. And once brand crowd generates a logo, you like, you can edit the font, change the colors, and tweak the layout until it's exactly what you want.

0 (11m 41s):
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0 (12m 32s):
Yup. Even through the great recession. And he does it for less money than it would cost to hire a full-time minimum wage employee at a time when Inc magazine reports that by default 96% of businesses will fail. Within 10 years, Clay is helping businesses like yours to grow on average by 104% annually. How is this even possible? Clay only takes on 160 clients. So he personally designs your business plans. Plus Clay's team helps you execute that plan with access to graphic designers, Google certified search engine, optimizers, web developers, online ad managers, videographers workflow, mappers and accounting coaches visit thrive time show.com/fire, to see thousands of video testimonials from real people, just like you, who clay has helped over the years.

0 (13m 13s):
That's right. Do your research and view thousands, not hundreds of proven, documented and archived video testimonials from real people, just like you at thrive time, show.com/fire. Then schedule your free consultation with clay himself to see how he and his team can help you thrive. So, Jim, I want to talk about value based entrepreneurial thinking. What exactly is this? And why do you believe in it so much, much?

1 (13m 40s):
I learned about value based entrepreneurial thinking about 11 years ago, it was around 2010, 2011. I met the creator of Six Sigma when I lived in Arizona here in the United States and started teaching me this idea of building companies based on core values. And it was a very interesting concept to me because everyone makes decisions based on money earned. And here he's teaching you don't, you don't make decisions based on money. You make decisions based on core values. So the, the idea in layman terms is this. You discover your five core values, your top five core values, the ones that bring absolute joy in your life, which could be connected to what people call as passion or hungry.

1 (14m 22s):
But it's, it's peeling back the onion even more and seeing what are the five things that actually bring me joy, where I can get out of bed every day and find joy in the process. You, you, you hear all the time on entrepreneurs saying, if you want to make it big, you gotta find the joy in the process. You've got to find a joy in actually doing the work, not when you sell your company or you go public or, or something big happens. You're finding a joy in the process itself. And that's why you see somebody who's very big entrepreneurs building trillion dollar companies. It's because they're finding love in the process, but how do you actually do that? And one way is determining your core values and then saying, okay, here's my top five core values.

1 (15m 4s):
And, and this is an exercise that I, that I cover in my system. And how does these core values align with my business? So when I wake up every day, how am I living base? How, how am I living my core values in my work today? And if I get frustrated with work or something feels like it's taking too long, it's probably conflicting with one of my core values. And that's what I know. I need to go hire somebody to do that job because it's not aligned with one of my core values. But when you get there, you also got to say to yourself, how do I align these core values in my personal life? Cause you, because if your personal life is off your business, life is going to be off. It got to all flow together. So find joy what your core values in your personal life, your business life, and your business thrives.

1 (15m 49s):
Because every day you wake up, you can't help, but to be excited to work, work, work, work. And it's that thing where people say, I don't feel like I'm working. I feel like I'm on vacation all the time. And I saw this re reiterate when I was taking a course at Babson this past year, their entire program has been switched to value-based entrepreneurial thinking based on a particular book and they're, and they're teaching her from a company value position, not just a core values. So even leading entrepreneurial universities now are starting to pick up on this because they're realizing we have to stop making decisions based on profit. We have to start making decisions based on connecting with our soul, with our heart.

1 (16m 33s):
That brings us to joy because then we make the right decisions in business. We don't take advantage of people. We don't hurt people. We actually embrace humankind. I know it's big out there, but that's where I, I believe the world is moving towards. And it's something that's essential.

0 (16m 49s):
This is fascinating stuff. I mean, I hope you're asking yourself while you're listening to Jim talk where you're, where you find your joy, because how do you want to live your life? I love this quote by Earl Nightingale, which is success and happiness is the progressive realization of a worthy goal or ideal. It's not the realization. It's not the end state. It's not the accomplishment of that goal. It's the progressive realization of that goal or ideal and the worthy goal and ideal at that, that means it's the journey Fire Nation. It's the day to day, you know, I've had so many guests on my show in the past 10 years and 3000 episodes who have said their worst day of their life is the day they sold their business.

0 (17m 35s):
And they literally were working for years. And some of them decades with this in mind, that that was going to be the best day of your life, their life. And it happens to be the exact opposite. So where do you find joy? Jim, let's talk about building relationships through social media. How have you found that building these relationships through social media actually drives the fiercest brand loyalty. I would love some examples of,

1 (18m 4s):
I love relationships. I love relationships because it, it, it creates a connection between you and someone else and think about it when you build a great relationship with someone and, and even the idea of building a great relationship with someone is definitely many different layers. Like you can be an acquaintance with someone or you can be best friends. And then there's this, there's all these things in the middle. But how, how does that create fierce loyalty? When you're looking at a relationship, how, how do we define a relationship and a lot, a lot of things out there say it's based on know, like, and trust. They know that you exist.

1 (18m 45s):
They like you. And they like you because your core values are lining up. Like if you look at any, and this goes back to the core values, if you look at anyone that you have a decent relationship with one or two of your core values are the same as theirs, or they vibe perfectly together. It's why you guys feel connected. And so that's that like the trust piece, the trust happens with spending time. So fierce loyalty think about it if a hundred people like you, because they feel that your, your, your values are aligned and they trust you, they believe that you would never take advantage of them.

1 (19m 26s):
That whatever you offer to them is only goodness to elevate their life. Won't they be loyal to you. Or if you're doing some sort of fancy marketing where you are advertising and selling them on feature benefit, and getting them sold on your product. Well, what happens when the next company comes out and has maybe the same identical product or service, the difference is they have better marketing and they're going to go with them because there's no loyalty there. I'll give, I'll give you a few examples from my, from my own life I am currently working. This might be the most, this is a great example for what's happening today.

1 (20m 9s):
So I am working on a platform that I'll be launching that I believe is going to disrupt the world of business. And in order to do that, you know, I'm, I'm going down this road of, do I get funding? Do I not get funding? And in a COVID time, there's a lot of reasons not to do or, or to do, but because I've been doing this for so long, you know, I can fund this to a certain point. And I reached out to a group of friends, colleagues that know, like, and trust me, John, that know my background. So I have influence with them. I got the relationship with the mean and everything I've ever done in my life with them, I've helped elevate them.

1 (20m 49s):
I have a army, literally, an army of people right now that are helping me launch this platform without pay right now. That is significant. Why would, why would an army now one or two, you may say, well, Jim, that's, that's kind of how it works. I'm talking like I'm talking to an army of people, John Moore, more than 10 people that are working to launch this platform for no pay all with let's change an industry and let's unite together and lock arms. You are all here for a very special reason. I can go out and raise money and take six months of my life to do it, which is not an issue. Or let's just get it going now and start making a difference.

1 (21m 29s):
What, what, what do you guys want me to do? And the team is like, let's get going now because we have it. We trust you. We have a relationship with you. We know you'll lay on the battlefield exhausted before this thing fails. And you have the influence that is fierce loyalty to have a team work with you. With that thinking, every time I shared out with some people, the there, the response is always the same. How, how did you get those people to work with you without demanding that they get paid right now? And I say, it's fierce loyalty. It's, it's that relationship. They, they, they know that I'm going to take care of them and they're going to take care of me. It's, it's a two-way street. We have trust for each other. And we believe in each other, that might be one of the greatest examples.

1 (22m 13s):
And then I have a lot of examples from a customer point of view with working with businesses, and I think 106 countries right now in my career. But that might be one of the biggest ones. Cause when I, when I shared out with people, John people seem to be shocked that people are willing to give that much time to an idea. I mean, we, we, we haven't even officially launched a platform yet. So it's still an idea mode to have that level of commitment. It comes back to fierce loyalty

0 (22m 38s):
Because that's people's most valuable asset is time. And so it is surprising when people will give up their most valuable assets to help. But Fire Nation, when you build this type of fierce loyalty through the process that Jim's talking about, it becomes less surprising. And actually in some cases even expected. And so let's get right down to it. How does the predictive social media system solve? Let's just be Frank. One of the biggest problems that we all as entrepreneurs have, which is running out of people to talk to about our business, our products, our services,

1 (23m 15s):
It was about 20 years ago when I was doing a business and social media was definitely in its infancy stage compared to now. And someone asked me, how were you able to do as well as you did? I was 22. I believe in, I was, I was mid college and I, and, and I sat back and I took it and I had to think for a moment, cause I D I didn't have very many skills. Johanna. I was a young kid. I didn't, I didn't really know anything about business and, but I had a lot of fire and heart, but I lacked everything else. And I really thought for a moment. And I said, I think it's because I never ran out of people to talk to. So as many times as people said no to me, I always had a new, fresh group of people to talk to 24 hours later.

1 (23m 58s):
And that has been one of my staples throughout my whole life is if you never run out of people to talk to you'll figure things out eventually and become successful. And that is one of the CS within the predictive social media system, which is seven CS. So the, the way it all works with, with never running out of people is this first, you have to start with contribution and contribution is broken into three components. The first component is what people would know as personal development. So it was like, you got, you got to get all those cobwebs out of your head so that you can think straight. Then you go to core values. Now that your head is clear. Now you can figure out what your core values are then. And only then can you actually build real relationships with people that are true and authentic and not fake that those, those three components are in the contribution.

1 (24m 47s):
Now you move to capabilities. The capabilities of my system is how do you actually do predictive social media on any social platform? No matter which one it is, the third C is compliance. And there's just a lot of do's. And don'ts on these sites that can get you in trouble, not just with the sites themselves, but with the FDA, the FTC and other government regulation, or yeah, every other government agencies around the country and the world. So it's understanding the, the do's. And don'ts when you're growing a company on social media, then you go into the fourth C the foresee is conversation. So you like, you go out to all of your existing contacts on social media, and it's how to have the right conversations that build the relationship stronger while at the same time, bringing up your business and actually getting them excited.

1 (25m 34s):
Once they're excited, you bring them into the next C, which is called community community is a series of steps that motivate people to get excited, kind of like in a big group. And I mean, I have some friends that have groups of over half a million people in, in inside of Facebook as an example. And that community is very, it's just a fire. And here's what happens though, at this point, you run out of people to talk to, even though everything I just said, sounds great. You mastered all of that. You just run out of people to talk to how do you scale it when you're doing relationship first mindset on social media, what you can do then is build what I call a brand advocate program.

1 (26m 17s):
A brand advocate program is an enhanced customer referral program. It's an enhanced affiliate program. There are companies now that are really starting to take notice with this such as Calvin Klein, Nike general mills, that owns over a hundred brands. They're now talking about empowering their brand advocates, which are people that love the product and are willing to talk about it. Cause they, they, they consume the product every single day. And so you can build a strong brand advocate program and then allow them to tap into their friends, but you still run out of people to talk to. So what do you do? You use very specific tools within these sites and connect with people.

1 (26m 57s):
Now I'm talking about like a brand advocate, your sales team, the founder of a company, but there are billions and billions of people on social media now. And by the time you're in your mid twenties, I believe you've, you've met about 2,500 people or so that stat is Facebook allows you to reconnect and social media in general, LinkedIn, all, all of them, even tech talk allows you to reconnect with all of these people. And you reconnect with people that you would normally meet in the real world. So that way the relationships build incredibly fast,

0 (27m 30s):
Fire Nation value bombs being dropped and just kind of going through and hearing Jim describe the predictive social media system. This is something that you do need to face if you haven't already, which is you're going to run into people to talk to in your business, unless you get specific about your processes, your systems, your tools that you're going to be using to continue to have the lead generation that you're going to need to be successful. So, Jim, you dropped so many value bombs during this conversation. What is the one key takeaway that you really want Fire Nation to walk away with? Then give us a call to action. If you have one for us and then we'll say goodbye.

1 (28m 11s):
Well first, Sean, thank you for having me on here. I've enjoyed your podcast for many, many years. I would say the biggest takeaway is fall in love with the idea of building authentic, real relationships with other human beings, and then fall in love with learning, how to scale those, not just by like 50, a hundred by, by tens and tens of thousands of potential customers or hundreds of thousands, depending on what business you're in, fall in love with that. You know, when I, when I, when I look at you, John, I was, I met this one individual. He introduced me to Andrea. Andrea introduced me to you about six years ago. I'm on his podcast because of relationships, you and I known each other.

1 (28m 54s):
Our proof that relationships work try fall in love with that. The call to action would be, I love building relationships. So I would love to stay in touch with everyone that is inspired by relationships. I, I feel that if we all connect as, as people and empower and embrace each other, all, all our businesses succeed, you could go to my website, Jim lupkin.com and you can get access to my book. I think you can get on Amazon now and other sites. It's about two weeks in. It's been sold them out 28 countries already. You could get, I think it's like $9 digital. I think it's $15 for the paperback.

1 (29m 34s):
Read the book, go and apply it and watch your business grow very, very quickly because of relationships,

0 (29m 42s):
Fire Nation. You're the average of the five people you spend the most time with. And you've been hanging out with JL and JLD today. So keep up that heat, head over to EOFire.com type gym in the search bar and his show. His page will pop up with everything that we talked about here today. Please visit jimlupkin.com. That's jimlupkin.com. Jim, thank you for sharing your truth, knowledge value with Fire Nation today. For that we salute you and we'll catch you on the flip side. Thank you, John. Hey, Fire Nation today's value bound content was brought to you by Jim and Fire Nation, successful entrepreneurs. They accomplish big goals, which is why I created the freedom journal to guide you in accomplishing your number one goal in a hundred days.

0 (30m 30s):
And we're talking to step-by-step. So visit the FreedomJournal.com use promo code podcast for a $50 discount. And thank you for listening to my podcast and I will catch you there, or I'll catch you on the flip side. Are you looking for a proven business coach who has helped thousands of entrepreneurs, just like you to increase their profitability by an average of 104% per year, all for less money than it would cost to hire a full-time minimum wage employee schedule your free consultation today with Clay Clark, a former small business administration entrepreneur of the year at ThrivetimeShow.com/fire.